Executive Summary

Objectives
Mission
Keys to Success
Company Summary
Company Ownership
Start-up Summary
Company Locations and Facilities
Services
Service Description
Competitive Comparison
Future Services
Market Analysis Summary
Market Segmentation
Target Market Segment Strategy
Market Needs
Market Trends
Market Growth
Service Business Analysis
Competition and Buying Patterns
Management Summary
Organizational Structure

Executive Summary
Statesville Flight School will offer private and commercial pilot training to aviation
enthusiasts. Statesville Flight School will provide flight instruction as well as
providing self-fly hire for licensed pilots.
We will be located at Capital City Airport, Statesville and we have a modern fleet of
aircraft available for business or pleasure 24 hours a day. All aircraft are well
maintained and have modern avionics (including GPS receivers).
Statesville Flight School will allow customers to sample the experience of piloting an
aircraft with a trial flight. Trial Flights are very popular as gifts for children of all
ages! Christmas, Birthday, Retirement, any occasion really, the vouchers come in
Greetings Card form, complete with their own envelope and may be purchased over
the telephone by credit or debit card, or in person from the Statesville Flight School
office. Besides being an unusual and fun gift, a Trial Flight can often act as an
introduction to a Private Pilots License, or at the very least, return visits to reexperience and enjoy the thrill of flying.
We have aircraft to fit everyone's needs as well as affordable pricing.
We offer a starter pack that is an ideal gift for anyone who is interested in learning to
fly.
The starter pack is made up of the following:

5 hours dual instruction in a PA38 (Tomahawk)

Pilots Personal Log Book
PA38 Checklist
PA38 Pilot Guide Book
H.F.S. Polo-Shirt
Student Pilot Personal Folder

Statesville Flight School offer aircraft that are safe, and attractive. All of our aircraft
are professionally maintained by certified technicians and they all have top of the
range avionics.
Statesville Flight School use independent flight instructors with airline backgrounds.
Statesville Flight School will also seek to build relationships with corporations and
regional airlines offering both training and aircraft rental.
Objectives
Our three main objectives are that
1

We will manage the business from our own cash-flow ensuring we maintain
tight budgeting and show a net profit

2
3

We will use aircraft that not only meet all legal requirements but will be
beautifully maintained and presented.
We will have a safe environment for our students. We will strictly adhere to all
national and state aviation regulations.

Mission
Statesville Flight School will offer private and commercial pilot training to aviation
enthusiasts. Statesville Flight School will provide flight instruction as well as
providing self-fly hire for licensed pilots.
Keys to Success
1
2
3
4
5

We will have aircraft ready 24 hours a day ensuring maximum benefit to our
students
Guaranteed quotes to customers for lessons or aircraft rental.
Effective and clear marketing to generate more exposure and word-of-mouth
referrals.
Pro-active aircraft maintenance that will dramatically reduce aircraft
downtime.
We will check our aircraft within the national and state guidelines.

Company Summary
Statesville Flight School is being formed as a private company offering services to
both student pilots and for companies and individuals looking to rent aircraft.
Statesville Flight School will operate its aircraft out of Capital City Airport in Capital
City, Statesville. The aircraft records, scheduling, and office will be located at our onsite airport location.
Company Ownership
Statesville Flight School has been created and legally organized as a Statesville
Limited Liability Company based in Capital City, Statesville.
Start-up Summary
A small aircraft rental business is likely to specialize in one or two aircraft. Obtaining
even a basic model can be extremely expensive.
One of the most popular aircraft for PPL training is the Cessna 152, a two-seater,
costing around $20,000 (plus VAT) second-hand. A second-hand four-seater Cessna
172 costs around $40,000. Other models include the Piper Warrior ($42,000) and
Cherokee ($54,000); both prices are for second-hand models. Prices will vary
depending on the aircrafts age and condition; larger craft are considerably more
expensive.
New micro lights range from $15,000-$25,000, depending on model. Trade journals
can be checked for sale and leasing prices.
Aircraft maintenance, hangarage, and insurance for a hard working aircraft can be
$12,000 per year. Landing and parking fees should be considered. Flying license fees
will have to be paid.
An office and extra rooms for ground lessons and perhaps residential courses will
need to be furnished. The latter will boost initial costs considerably with additional
furniture, fittings and decoration. Ongoing costs include catering, fuel, electricity and
cleaning materials. Costs will include qualified staff, as the majority of schools have
their own examiners so that flight and ground tests can be taken there. Restrictions
imposed by the new JAR-FCL regulations prevents examiners from examining pilots
with whom they have flown as instructors, which may mean having to hire freelance
The start-up costs of Statesville Flight School are approximately $52,500 that includes
hanger and aircraft down payments.
The start-up costs of Statesville Flight School include

Aircraft down payment.

Hangar deposit with three months rent.
GPS receivers

Office expenses.
Legal costs.

Start-up Expenses
Legal Fees
Office Supplies / Expenses
Aircraft Insurance
Hanger Rental

$1,000
$1,000
$2,500
$1,000

Total

$5,500

Assets
GPS Receivers
Aircraft down payment
Computer equipment

$1,000
$36,000
$3,000

Total Start-up Expenses

$40,000

Cash Balance on Starting Date

$14,500

Total Requirements

$60,000

Funding Investment
John Smith
Loan

$30,000
$30,000

Total Investment

$60,000

Company Locations and Facilities

The aircraft will be hangared at Capital City Airport along with our offices.

Services
Statesville Flight School will offer private and commercial pilot training to aviation
enthusiasts. Statesville Flight School will provide flight instruction as well as
providing self-fly hire for licensed pilots.
Aircraft rental and flight instruction
We will have access to the following aircraft through financial arrangements with
their owners.

Cessna 152 - The Cessna 152 is the most popular trainer in the world. Very
durable and forgiving, these two seaters make great trainers.
Cessna 172 - The Cessna 172 also provides an excellent training platform and
is one of the most popular airplanes ever built.
PA38 (Tomahawk)
Piper Warrior - If you would like more space, the Piper Warrior may be a
better fit during the training period and subsequent recreational flying.
Archer - When you want a little more speed and carrying capacity for longer
excursions, you may find the Archer serving your needs. This fixed gear
aircraft is reliable and easy to fly.
Superhawk - The Superhawk is faster and can carry more load than the
standard 172. This makes it a good cross-country aircraft.
Cessna 182 - The Cessna-182 is a comfortable and spacious 4-place plane. It is
a good choice for trips for four people and some baggage. It is a relatively fast
fixed gear aircraft as well and a good transition to complex aircraft.
Cessna 182 - This 1999 Cessna-182 is well equipped and luxurious.
Cessna 172RG - When you are ready to step up to retractable gear aircraft,
the ...Cessna 172RG...
Arrow II - ...and the Arrow II are excellent aircraft for that transition.
Comanche - When you have accumulated enough hours and skill, you may
find the Comanche the ideal plane for the really long trip to Mexico or
Canada.
Cessna 210 - The Cessna-210 is an excellent single-engine traveler. It is fast
and can carry six people plus baggage. It is a high performance aircraft which
requires some time in complex aircraft as preparation for this craft. The
Cessna-210 is a good choice for long distance trips for the family.
Citabria 7KCAB - The Citabria 7KCAB is a sport aircraft which requires
additional special training. It is aerobatic and a favorite of seasoned pilots.

Private pilot:

40 hours flight (aircraft) x $63+Tax = $ 2671.20

30 hours flight instruction x $25 = $ 750
20 hours ground instruction x $25 = $ 500
Materials = $ 350

Total = $ 4271.20

Time building (cross country):

NOTE: 50 hours cross country PIC time are required before taking the instrument
rating practical test. Out of these 50 hours, 5 hours have already been done for the
private, and another 5 hours will be done during training for the instrument rating
with an instructor.

40 hours flight (aircraft) x $63+Tax = $ 2671.20

Instrument rating:
NOTE: The instrument rating requires 40 hours of simulated or actual instrument
flight hours. A minimum of 15 hours out of it must be in an airplane as dual
instruction and the rest will be done as simulated with a safety pilot while building
CC as PIC. We require a one (1) hour ground lesson for each flight lesson from the
Gleim instrument syllabus.

25 hours flight (aircraft) x $63+Tax = $ 1669.50

25 hours flight instruction x $25 = $ 625
25 hours ground instruction x $25 = $ 625
Materials = $ 60

Total = $ 2979.50

Total (Private + Instrument-Single) = $ 9921.90

Time building:
Note: These hours are needed in order to get close to the minimum 250 hours required
for the commercial license practical test. Simulator hours are offered at Broward
Community College's Aviation Institute.

71 hours flight (aircraft) x $63+Tax = $ 4741.38

50 hours simulator ($125 for 15 hours)

Total = $ 4741.38

Commercial (single & multi) + cfi:

4 hours flight (aircraft-single complex) x $80+Tax = $ 339.20

10 hours flight (aircraft-single) x $63+Tax = $ 667.80
14 hours flight instruction x $25 = $ 350
10 hours flight (aircraft-multi) x $165+Tax = $ 1749
10 hours flight instruction (multi) x $30 = $ 300
10 hours ground instruction x $25 = $ 250
Materials = $ 100

Total = $ 3756.00

Complete program (Private + Instrument + Commercial Single & Multi + CFI)

Total = $ 18419.78
Housing accommodations start at $209 per week or $49 per night in motels around the
Capital City Airport area. We also have private housing accommodations ranging
from $20 per night to $30 per night.
We offer a starter pack that is an ideal gift for anyone who is interested in learning to
fly.
The starter pack is made up of the following:

5 hours dual instruction in a PA38 (Tomahawk)

Pilots Personal Log Book
PA38 Checklist
PA38 Pilot Guide Book
H.F.S. Polo-Shirt
Student Pilot Personal Folder

We also offer
Special Training
Post PPL Training - Advanced Handling Course
Learn to fly with Statesville Flight School
Price: $ 359
Have you ever wondered what your aircraft is capable of?
By doing the advanced handling course you would find out in no time. The course is
made up of four 1-hour lessons; this meaning that it could be done in just a couple of
days!
-

Lesson 1: Performance / Short Field Take-off & Landings

Lesson 2: Grass Field operations
Lesson 3: Spinning
Lesson 4: Chandelles & Lazy Eight's

Post PPL Training - IMC Rating

Price: $ 1.720
An Instrument Meteorological Conditions (IMC) Rating extends the privileges of a
PPL (A) holder to allow flight as pilot-in-command (PIC

1
2
3
4

In a control zone on a special VFR clearance with visibility less than

10km but Out of sight of the surface
not less than 3km
When in IMC outside controlled airspace
During take-off or landing with a flight visibility below cloud of not
less than 1800m.

Safety Pilot Course

Learn to land safety
Price: $ 549
Are you a regular passenger in a light aircraft?
Are you worried about the prospect of your pilot becoming incapacitated?
Want to learn how to land safely, just in case the unthinkable happens?
The safety pilot course comprises of six lessons.
Additional Services
As well as offering pilot training we opened the company to fill the need of executive
corporate travel needs in the Statesville area. We will act as a management company
to relieve aircraft owners of the details, maintenance and day-to-day operation of their
respective flight departments, providing a "turn key" approach to aircraft
management.
What your customers will want to know
Aircraft Rental Requirements
Aircraft Rental If you wish only to rent an aircraft from a school that is new to you,
you will find they expect a certain level of professionalism from you as much as you
will of them. The level of professionalism is a direct reflection of the schools quality.
One, some or all of the following points may apply:

What will a renter typically expect of you?

Current & relevant licenses / certificates or ratings.
A current medical certificate.
Proof of aircraft insurance.
One on one ground school with an instructor to assess your knowledge.
Systems ground school for the aircraft you wish to rent.
A checkout flight in the aircraft you wish to rent.
A minimum amount of hours in the aircraft you wish to rent before you can fly
solo

What to consider of a school / aircraft rental?

Well maintained aircraft (i.e. do they perform 50 hr inspections as well as 100

hrs?)(50 hrs is mandatory in the UK but not in the US).
Do they hold a Poor / Adequate / Average / Good safety record?
Are there off-site maintenance charges (for unscheduled maintenance away
from base?)
Does the school carry aircraft insurance and personal liability insurance for
you?
Is there a professional scheduling procedure?
Minimum "daily" rental? (Is there a set amount?) (Is daily 12 hrs or 24 hrs?)
Awareness of the schools policy to have all aircraft returned every night?
Awareness of whether their prices are wet (i.e. include fuel & oil) or dry
(without fuel &oil). This can make a substantial financial difference!
Awareness of off-site fuel credits and the maximum price at which fuel will be
refunded.
Awareness of a school cancellation policy on a flight and how much advanced
notice need be given.
Awareness of your priority status for a scheduled flight. i.e. How easily could
they bump you from a flight in favor of another student?
Schools action should your aircraft be down for unscheduled maintenance.
i.e. Will they provide you with another aircraft?
While renting an aircraft, will the school allow you to maintain all your flying
with the aircraft assigned, or will they change the aircraft at their discretion?
Does the school impose restrictions on where you can fly to? i.e. out of state
or out of country restrictions.

Technology
Statesville Flight School will maintain an updated Challenger 601-3R.
1
2
3

The aircraft will have at least two 720-channel radios for legal and practical
navigation and communication purposes.
The aircraft will have the required equipment and certification necessary to
conduct instrument training and actual instrument flight.
The aircraft will be continuously upgraded with Statesville Airlines Aviation
Technology.

Market Analysis Summary

More and more growing companies are choosing air charter travel as the best, most
cost-effective mode of business transportation. Once viewed as a "luxury," these
companies have come to understand that charter flights actually save them money by
maximizing the productivity of their most important assets-their key people. Consider
the many advantages:

Convenience - You fly in and out of smaller general aviation and local
airports, which are closer to your destination. No traffic jams or crowded
parking lots. No "baggage roulette." We have ample room for luggageeven large bulky items.

Less wasted time - No waiting at ticket counters, boarding gates, or

baggage claims. No layovers in crowded airport hubs.

Better schedules - Because we fly on your schedule, we depart and arrive

just in time for your appointments. No wasted hotel fees due to limited
commercial flight availability.

Flexibility - Do you need to visit multiple sites in a single tour? Stop and
pick up a client, then fly to another destination? With air charter travel,
you set the itinerary.

En route work efficiency - Turn flight time into productive time. Free from
the straightjacket of commercial air seating among strangers, you and your
colleagues can review strategies, rehearse a sales presentation, or discuss
confidential subjects in a relaxed and private manner.

Reduced stress - Without the hurry and the hassles of a commercial flight,
you and your associates arrive relaxed and ready to do business. As soon
as your work is complete, you know your plane will be waiting.

Every seat is first class - We provide the food and beverages you prefer
and accommodate special requests with ease.

This growth has created an increased demand for pilots and there is currently a
shortage of qualified pilots.
Students
An aircraft rental business primarily specializes in private and commercial pilot
training. Other services offered may include aircraft sales or leasing, aircraft self-fly
hire for licensed pilots, aircraft taxi and charter, aircraft engineering or pleasure
flights. The services provided will depend on the renters size, which may vary from a
two aircraft operation to a fleet of 20 or more. Aircraft renters are located on licensed
airfields (flying training for a pilot's license or rating can be provided only from a
licensed airfield). There may be several businesses on any particular airfield.

A wide variety of aircraft are used for leisure flying, including conventional light
aircraft, micro lights, gyroplanes, foot-launched parachutes and gliders. Light aircraft,
such as a conventional single-engine Cessna 152, will normally be used for basic
flying training.
A common way to start is via a trial lesson. These cost $40-$90, depending on the
flights duration and the cost of flying in the locality. Following a trial session, many
individuals choose to work towards a Private Pilot's License (PPL), which is
appropriate for recreational use.
Most schools charge around $3,000-$5,000 for a 45 hour licensing course. Anyone
learning to fly (or undertaking training for further licenses or ratings) must now do so
in accordance with the new system.
Fees vary depending on what is included, e.g. ground exams, flying exams, landing
fees, use of flight simulators. Checking advertisements in Pilot magazine will help to
gauge standard fees and charges. Some schools offer intensive residential courses.
Other courses offered (subject to the schools size and facilities) include night flying,
seaplane, Instrument Meteorological Conditions Rating (IMC), and Airline Transport
Pilots License (ATPL).
Microlight training may be offered (lessons cost around $70 per hour). Micro lights
are subject to less legislation, so are a popular option. Microlight aircraft may be hired
out to qualified pilots at about $40-$60 per flight hour.
The number of aerodromes in the US is falling, due to problems with zoning, planning
issues, (e.g. noise levels affecting local residents), and restriction on their use. More
people are being tempted both to learn and to fly abroad, where the weather is better
and lower duty levels on fuel make flying much cheaper.
Market Segmentation
Statesville Airlines, who are based at the airport, employs 9,000 people. Statesville
Airlines are a respected employer and we are in the driving seat in regards to training
their pilots. May Statesville Airlines pilots and mechanics have expressed an interest
in renting our smaller planes to fly their families during the holidays.
There has previously been a problem at Capital City Airport as the smaller aircraft
have been poorly maintained. We will make maintenance a priority and operate an
open door policy for our students where they can check our maintenance schedules.
Whilst Statesville Flight School will focus on students attempting to obtain their
private pilot certificate, we will also offer trial and fun flights at reasonable prices to
generate local interest. We will offer a range of course including safety and IMC.
In addition we will offer sightseeing flights, day tours and traffic watch.
Target Market Segment Strategy

Our marketing will target potential students where we will emphasize our qualified
instructors and our modern fleet of aircraft that are available 24 hours a day. Our
aircraft are well maintained and have modern avionics (including GPS receivers).
All potential customers will be sent our brochure where we will show the benefits of
training with ourselves and our clear pricing structure.
Market Needs
Learning to fly is an expensive pastime, but the popular image of prospective pilots as
young and wealthy is a misleading one. While, inevitably, some customers will fit this
description, many more will not. Although a reasonable level of disposable income is
necessary to fund an interest in flying, pilots come from a broad sector of society,
although the majority of customers are likely to be male.
Offering courses in helicopter flying, micro lights etc will further broaden the
customer base. Customers will include those wishing to take a full flying course,
those requiring more specialized training and qualified pilots wishing to hire a plane
for leisure flying.
With the possible exception of intensive residential flying courses, customers are
usually from the immediate area.
Market Trends
Pilot licenses (in the United States, airman certificates) are issued by national aviation
authorities, and establish that the holder has been trained by a qualified flight
instructor and has met a specific set of knowledge and experience requirements. The
licensed or certificated pilot can then exercise a specific set of privileges in the
nations airspace. Despite attempts to harmonize the requirements between nations,
the differences in certification practices and standards from place to place serve to
limit full international validity of the national qualifications.
In the U.S., airman certificates are issued by the Federal Aviation Administration
(FAA) and pilots are certificated, not licensed, although the word license (note the
spelling) is still commonly used informally. Legally airman certificates can be
revoked by administrative action; whereas Licensing requires intervention by the
judiciary system. In Canada, licenses are issued by Transport Canada, and in the
United Kingdom by the Civil Aviation Authority (CAA).
At all times, an aircraft in flight must be under the authority of an appropriately
qualified pilot, the pilot in command, who is responsible for the safe and legal
completion of the flight.
Pilots are qualified to fly at a specific privilege level and in one or more specific
categories of aircraft. Examples of privilege levels found in most countries are:

Student: the pilot can be trained by an instructor for his or her first full
certificate and is permitted to fly alone (solo) under specified circumstances.

Private: the pilot can fly for his or her own pleasure and is not allowed to
accept compensation for flying except in some specific circumstances.
Commercial: the pilot can fly for hire.
Airline Transport: the pilot can be the captain for a scheduled airline.
The licenses are also further broken down into category, class, and in some cases,
rating.
A category is defined as "a broad classification of aircraft", broken down into
Airplane, Rotorcraft, Glider, and Lighter-Than-Air. A class is defined as "a
classification of aircraft within a category having similar operating characteristics",
which include single engine, multi-engine, land, water, gyroplane, helicopter, airship,
and free balloon. In addition, a type rating is required for aircraft over 12,500 pounds,
or aircraft which are turbojet powered. Further endorsements are required for high
performance (200 horsepower or greater), complex (retractable landing gear, flaps,
and a controllable pitch propeller), or tail-wheel equipped aircraft, as well as high
altitude operations.
Most Private Pilot certificates are issued as "Private Pilot: Airplane Single Engine
Land", which means the pilot may employ his piloting privileges in any single engine,
land based airplane he is qualified in. A pilot is only qualified in the category and
class of aircraft he takes his check-ride in. Therefore, a pilot who takes a Commercial
Pilot check-ride in a multi-engine, land-based aircraft and passes may only exercise
the privileges of a Commercial Pilot in multi-engine, land-based aircraft. That pilot
may not exercise the privileges of a Commercial Pilot in single engine or sea-based
aircraft without passing the appropriate parts of a check-ride in those particular
categories of aircraft.
The typical order in which a pilot obtains ratings is: Private Pilot (35-40 hours total
time required) Instrument Rating Commercial Pilot (190-250 hours total time
required) Airline Transport Pilot
In the course of the Commercial Pilot training, most pilots will also receive their high
performance and complex endorsements, as well as get a multi-engine rating before
applying for the Airline Transport Pilot license.
Others include

Sport pilot certificate (United States only), used for Light-sport aircraft, a
category that was designated in 2004. These aircraft are larger and faster than
U.S. ultralights, and carry more fuel and often one passenger.
The ultralight category of aircraft in the U.S. requires no specific training and
no certification.

The pilot can separately add certain ratings such as the instrument rating.
Market Growth
Our research shows that currently training aircraft at Capital City Airport are
averaging 38.5 hours of flying per month. There is a regular stream of students, and

there are an increasing number of potential customers looking to obtain a pilot's

license.
Service Business Analysis
Brochures should be distributed in higher education establishments, libraries, tourist
information centers, sports shops, leisure centers and in local airports, if permitted.
Advertisements for flight tuition can be placed in local newspapers, Yellow Pages and
the aviation press. Promotional literature should outline any special offers, e.g.
student discount or half price first lesson. Flying schools offer gift packs and vouchers
for flights for special occasions where the aircraft will cruise at around 2,000 feet and
an instructor will identify local landmarks. This will usually be seasonal, from May to
September.
Trade association membership may prove useful, as individuals often contact the
associations for recommendations of suitable local schools. The Microlight Aircraft
Association and the Gliding Association publish directories of schools and clubs.
Pilot also publishes lists every spring. A website may be a useful promotional tool.
As the majority of customers will be paying substantial amounts for lessons, the
school should be clean, tidy and well furnished, with a comfortable lounge and
briefing areas. There should be adequate provision of toilets and refreshments. The
aircraft must be in good condition. It is not enough just to satisfy the rules; the aircraft
must look well cared for. For example the upholstery must be clean and in good
condition and the aircraft must be equipped with headsets for the instructor and
trainee to communicate clearly.
Competition and Buying Patterns
It will be vital that we use word-of-mouth advertising as this is the most important
way of gaining customers. All pilots talk to other pilots and we must ensure that we
communicate with our customers to ensure we are aware of all of their issues and that
they give good reports to other potential pilots. This is particularly important to those
customers looking for fun flights.
There are many potential customers who will take introductory flights and we need to
ensure that they take full training courses.

Management Summary
Statesville Flight School is being formed as a private company offering services to
both student pilots and for companies and individuals looking to rent aircraft.
Statesville Flight School will operate its aircraft out of Capital City Airport in Capital
City, Statesville. The aircraft records, scheduling, and office will be located at our onsite airport location.
Company Ownership
Statesville Flight School has been created and legally organized as a Statesville
Limited Liability Company based in Capital City, Statesville.
Management Team
John Smith will ensure that the company operates in accordance with the company
mission statement.

Strategic Direction
SWOT Analysis
This is a summary of the business's most important strengths, weaknesses,
opportunities and threats.
Strengths of the Business
Excellent quality product
"Which means that" Adds to reputation.
Good management skills.
"Which means that" Well run business
Good ability to extract information.
"Which means that" Can control the business.Weaknesses of the Business
New Player.
"Which means that" Credibility problem may affect initial sales
Lack of systems
"Which means that" The company needs to develop systemised
operational &
sales techniques or sacrifice profits
Opportunities in the Marketplace
Add-on products such as **
"Which means that" A potentially enormous market for {YOUR
COMPANY NAME} to tap into.
Growing market segments.
"Which means that" {YOUR COMPANY NAME} should target these
segments.
Threats in the Marketplace
Increasing supplier prices.
"Which means that" Resulting in reduced profitability.
Declining size of the ** segment.
"Which means that" Need to focus on growing segments to spread the
company's portfolio

The Actual Plan

Business Objectives
Corporate Objectives (Goals)
Short Term Corporate
To achieve a sales level of $xxxxx
To achieve profit level of xx%
Long Term Corporate
To achieve sales in 200B of $xxxxx
To achieve sales in 200C of $xxxxx
To achieve sales in 200D of $xxxxx
Marketing Objectives (Goals)
{your product}
#1 Segment:
#2 Segment:
#3 Segment:
Other:

To achieve sales to $xxxxxx

To achieve sales to $xxxxxx
To achieve sales to $xxxxxx
To achieve sales to $xxxxxx

New Products
To evaluate and launch new products or services which will turn over
$xxxxxx in the first year.
Other Objectives (Goals)
To not exceed a marketing budget of $xxxxxx
To not exceed a payroll budget of $xxxxx
To not exceed a general overhead budget of $xxxxxx
The major task objectives for each area of the organisation, together with
responsibilities and timings are detailed in the Roll-Out Plan.

Marketing Plan

MARKETING OBJECTIVES
Sales Objective

To achieve sales by XX% to $XXX

Sales Objectives by Market Segment.

#1 Segment:
#2 Segment:
#3 Segment:
Other

To achieve sales to $xxxxxx

To achieve sales to $xxxxxx
To achieve sales to $xxxxxx
To achieve sales to $xxx

PROMOTIONAL STRATEGIES
Print Advertising
Develop a corporate brochure.
June 200A
Advertise in local publications
Jan 200A
Advertise monthly in magazines that are specifically targeted to the ** and
** segments.
Jan 200A
Advertise monthly in magazines that are aimed at the general industry.
Jan 200A

Lead Generation Program

Conduct monthly on-going lead generation program. Send out monthly
direct mail leaflets with response coupons. Qualify leads and make
appointments by using telemarketing staff.
Oct 200A
"Centres Of Influence" Program
Personally contact at least ten potential partners each week.
Produce a monthly newsletter that shows examples of (your products) and
how customers have benefited from using them.
Oct 200A
PR Program

PR release to be initiated each month to various trade journals and

magazines.
Jul 200A
Sales Force
Employ telemarketing staff.
Sep 200A
Employ sales specialist for ** segment.
Mar 200A
Implement a new structural program for the sales force, allocating sales
reps to accounts and segments rather than area.
Jan 200A
Organise training program to be implemented.
Jan 200A
Lost Customers
Contact monthly all past customers that have not re-ordered to ask why not
and see whether we can win back their business.
Dec 200A
Follow up Enquiries
Contact all enquirers monthly and determine if they have purchased from a
competitor and, if so, why.
Dec 200A
Existing Customers
Follow up all new customers two weeks after they purchase to ensure they
are satisfied with the product.
Jul 200A
Send quarterly newsletter to existing customers to keep them informed of
our other products.
Jan 200A
Try and up-sell all enquiries for our standard range to our premium range.
Feb 200A
Sales Promotion
Develop an ongoing sales promotion to target existing customers.
Aug 200A

PRICING STRATEGIES
Price Level
Maintain price level in all segments at xx% higher than competitors to
reinforce the quality image.
Jul 200A
Discounts
Offer x% discount for payment with order.
Jul 200A
GENERAL MARKETING STRATEGIES
Competitor Profile
Keep updated competitor profile.
Jun 200A
Marketing information system
Document on every enquiry "How did you hear about us?"
Jul 200A
Document on every order "How did you hear about us?".
Jul 200A
Produce monthly sales reports by product, by market segment, by territory
and by sales representative.
Mar 200B

Financial Plan
FINANCIAL

Next Year's Objectives

Net Profit
$xxxxx.
Gross Profit

To achieve forecast net profit of

Budget

To not exceed the following expense

budgets.

To increase the average gross margin

for all products from xx% to xx%.

Marketing Budget
Payroll Budget
Management Overheads

$ xxxxxxx
$ xxxxxxx
$ xxxxxxx

FINANCIAL STRATEGIES
Cash Flow
Eliminate cash shortage in the traditional tight periods of December to
January
Jun 200A
Collection Days
Reduce the average collection days from xx days to xx days.
Jun 200A
Payment Days
Maintain payment of bills, on average, to xx days.
Jun 200A
Expenses
Develop and implement new policies on approval and signatories on
expenses.
Mar 200C
Leases
Pay off the existing lease on capital equipment, thus reducing the monthly
financial burden.
Jun 200A
Overdraft
Reduce the overdraft from $xxxxxx to $xxxxxxx
Jun 200A
Wages
Pay all wages on a monthly basis instead of weekly.
Jan 200A
New Equipment
Organise funding for the $xxxxxxx expenditure on new equipment.

Jan 200A
Payback
Ensure a payback on new equipment through sales of one year.
Jun 200B
Inventory
Improve the number of stock turns to xxxxx a year.
Jun 200A
Rent
Negotiate new terms on the premises and reduce existing payments by xx%
Aug 200B
Bank Charges
Renegotiate with the bank and consolidate some outstanding loans with
lower interest rates.
Aug 200B

Organisational Plan
ORGANISATIONAL AND MANAGEMENT
Next Year's Objectives
Budget
$xxxxxxx
Staff

To not exceed the payroll budget of

To employ or re-deploy a total of xxxxx fulltime and part-time staff over the next year.

HUMAN RESOURCE STRATEGIES

Organisational
Draw organisational chart.
Aug 200A
Develop incentive scheme related to job requirements.
Aug 200A
Policies and procedures

Develop policies and procedures manual.

July 200A
Employ or re-deploy staff
Employ telemarketers.
Sep 200A
Employ one specialist ** salesperson.
Mar 200A
Employ one marketing assistant.
Feb 200A
Employ one accounts receivable person.
Jul 200A
Training
Carry out training needs analysis.
Jan 200A
Morale
Install suggestion box.
Jan 200A
Organise monthly meetings to follow up tasks
Jan 200A