Mission
This section describes your vision for the future.
| Vision Statement | Mission Statement | Goals |
| This is your plan for the future of your business. Your vision statement should be more inspirational than practical, and feature elements such as your core values. | This describes how you plan to achieve your future in more practical terms. Talk about how your values intersect with your target market. | This section lays out your key goals for this plan - e.g. increase brand awareness, increase ales, etc. This may be a summary of the information detailed in your Positioning Statement and Goals section. |
Budget
This section details the costs, and the budget available to execute this campaign. You will need a significant amount of information and research to complete it.
| Cost | Budget | Expected Sales Forecast |
| This section shows a complete cost breakdown of your franchise marketing plan. It should be complete and highly detailed.Separate your fixed costs and variable costs.Variable costs are, of course, those that will be affected by external or internal changes. Separate costs by marketing channel for easier later analysis. | How large is the budget available to execute this campaign? Do you have a reserve budget? How are you aiming to keep track of budget expenditure? Who is in charge of the budget? | This section lays out your projected sales. Make sure to include timeframes, and smaller sales goals to complete at specified review points within larger timeframes. You might refer to information from your Positioning Statement and Goals section here. You should also include information relating to your base sales - i.e. how you would expect your business to perform without the campaign. |
| Funding | Reinvestment Plans |
| Where, when, and how will you be funding your budget? If it comes from an external source, rovide details. If it is internal, how long would it take you to recoup losses were the campaign to face difficulties? | Lay out how you will reinvest your profit into specific areas of the campaign (if at all), and/or to what extent you expect the plan to provide its own funding later down the line. An effective marketing plan should do this with profit to spare. |
Financial Analysis and Research
Attach all of the information you've relied upon to complete this section: profit and loss, start up cost analysis, cash flow, break-even analysis - everything.
Target Market and SWOT Analysis
This section outlines what your research tells you about your target market, your internal esources, and any threats to the execution of your franchise marketing plan.
Strengths
This section will outline the strengths which your franchise has available to draw upon.
Unique Selling Proposition
This outlines your franchise's market positioning. Why would your customers prefer to take you up on your franchise proposition instead of the competition? Do you offer superior quality, value...? This will be further expanded on in your Positioning Statement and Goals section. You can extract a summary of this section to be placed here.
Internal Resources and Staff Analysis
Do you have the staff expertise required to execute all aspects of your campaign? List the key staff you have that will take part in their campaign. List their relevant skills and experience. Have you assigned workflows and designated responsibilities?
Other Strengths
Does your target market exhibit high levels of social media engagement? Have you already built a strong brand reputation and awareness level within this market? Is the market a newly emerging one that's still growing?
Opportunities
This section identifies your target customers, as well as any opportunities that your target market may offer.
Buyer Personas
Who are you aiming to appeal to with your marketing? Create a buyer persona of your ideal customer. What does this tell you about their needs, values, and interests? Where do they live? What is their budget?
Environmental Analysis
Other Opportunities
Are there a lack of competing franchise opportunities in your industry in this market? Are existing competing firms large and cumbersome and unable to easily change their market positioning? How will you take advantage of the opportunities that you have identified?
Weaknesses and Threats
This section will lay out the potential problems your plan will face on the road to success.
Other Threats
This section outlines other threats you have identified.
Other Threats and Weaknesses
Here outline other threats to your business. You might include economic factors in the surrounding area or on a national level, your levels of reliance on other companies for any kind of distribution or support services, or any new laws or statutes which could potentially affect your business, or cash flow problems. You should also consider overall trends within your industry regarding sales, look for strategies to defeat them if they are a threat, and outline how industry trends are reflected in the local market.
Market Research
Attach any other surveys, reports, questionnaires, or other market research you've carried out.
Positioning Statement and Goals
This section pinpoints how your brand and franchises will be positioned within your target market, and the goals you aim to achieve with this plan.
Brief Positioning Statement
Refer to the rest of this section to provide a summary of your brand positioning within your market. Are you the high-end or budget option, for example?
Unique Selling Position
What separates your brand from the alternatives offered by the competition? Do you trade on the strength of your customer service reputation?
Franchise and Service Description
Provide a short list of each type of franchise opportunity or service your company currently offers.
Sales Performance and Analysis
This section includes information regarding your past marketing performance, and/or a general report on the effectiveness of sales techniques within your industry as a whole. This allows you to consider your market and industry as a whole, and to better understand your placing within it - as well as to more accurately assess the realism of your sales goals.?
Sales Goals
In this section fill in the sales goals of your campaign. These should be numerical figures that your research shows will be realistic and possible to achieve. Your goals should include a clear timeframe for completion, as well as various review points at which you will monitor your progress towards your goals (laid out in your Execution section).
Value to Customers
This section puts you in the mind of your customer when considering your franchise proposition. This will let you better justify your pricing, and analyse the achievability of your sales goals.
Value to Customers
How do customers view your service? How would you justify the price of your franchise opportunity to someone with your customer's point of view? This information will help you fill in your Positioning Statement and Goals section, and will have information drawn from and relevant to your Target Market and SWOT Analysis section
Customer Retention
This section covers how you will hold onto customers you already have while attracting new ones. Customer satisfaction level goals, and the amount of tangible customer support you're prepared to offer should be described here.
Pricing
This section outlines your pricing strategy and the reasons behind it.
Pricing
This is the price of your franchise proposition, or the other service that you're promoting. You should include data as to how you arrived at that price - have you taken into account cash flow, startup costs, operational costs, and profit margin? Where will your break even point in sales be? Refer to other sections to support your pricing strategy. Make sure you adhere to any fair trading standards.
Target Market Price Point Analysis
Will your target market bear the price that you've set? Will the price that your target market will bear vary by season? How does your price compare to that of your competition? What is your justification for it being higher or lower? How does your brand positioning affect the price you can charge?
Discount Strategy
If you are planning to include any discounts in your campaign, detail where and when you will use them here - as well as the rationale for their use, and the expected effect on new or existing customers if either group is not eligible for the discounts.
Distribution
This section outlines how you will actually distribute your campaign, and which channels you will use to do so.
Channel - Email, direct mail, paid ads, etc.
Sales % - Estimated percentage of sales fromchannel
Distribution Strategy - How, when, and why will you use this channel? Detail yourstrategy for it
Sales Funnel
This section will detail the stages and planning involved in your sales funnel. By carefully considering realistic predicted losses at every stage of your funnel you will make it easier to determine the breakeven point of your strategy.
Sales Funnel Numbers
Use your Distribution selection to outline which marketing channels you are going to use. Specify how large and how effective you expect each channel to be based on the information you've gained from the other sections of your franchise marketing plan. Determine the numerical figure which will represent your sales funnel performing adequately.
Average Size of Deal
What is the average size of each deal in your marketing funnel? You can get this information from your Pricing section.
Close Ratio
Each level of your funnel should have clear numbers of prospects and their rates of conversion to lower levels of the funnel. From your Pricing and Budget sections you should be able to work out your lead generation and conversion costs.
Sales Velocity
The speed at which clients progress through your sales funnel should here be anaylsed and measured, based on previous data or industry data if possible. Strategies for adjusting this if necessary should be considered here.
Service Strategy
This section identifies what delivering your service will include.
Customer Management
How will you ensure that your potential and existing franchisees receive the highest level of service? Detail any customer service standards you adhere to, as well as any codes of practice etc. Also detail processes and areas of responsibility.
Customer Retention
Pinpoint the scope of your service. What responsibilities will you be taking on? What liabilities will you have? What will your customers expect from you?
Service Strategy
This section identifies what delivering your service will include.
Customer Management
How will you ensure that your potential and existing franchisees receive the highest level of service? Detail any customer service standards you adhere to, as well as any codes of practice etc. Also detail processes and areas of responsibility.
Customer Retention
Pinpoint the scope of your service. What responsibilities will you be taking on? What liabilities will you have? What will your customers expect from you?
Promotion Planning
Planned Promotion - What type of advertising is this? Print, online, email...?
Promotion Strategy - How, why, and when have you decided to use this promotion type?
Goal - How will this improve your business?
Cost - How much will this cost? Give a £ value
Target Date - When is this promotion due to end
Social Media Strategy
This is important enough when it comes to promotion to always require its own dedicated planning. What will be your goals for your social media promotion? Brand awareness? Your current campaign? Boosting online sales? Outline responsibilities for content creation and distribution via workflows. Which channels does your target audience prefer? Facebook? Twitter? Will you rely on existing staff to monitor your campaign, or engage a professional firm?
Marketing Research
This section puts the focus on the "why" of your product - i.e. your franchise - and location.
Franchise Marketing
Why does a consumer demand exist for your product? Who will buy it? Include specific details about why your franchise is a better product than those offered by the competition.
Location
This section examines why your franchise is a good fit for the location you're trying to expand into (if this is the goal of your campaign). Consider strategic, competitive, and economic aspects of your location.
Marketing Development and Feedback
This section will detail how you plan to gather feedback regarding your marketing and brand positioning. As well as when and how you will use this information to develop or alter your message if necessary. You should also include here relevant information on new ideas and approaches that your research and post purchase analysis leads you to conclude.
Execution
Your plan doesn't stop being relevant the moment you execute it. It should becontinually referred to throughout your campaign's life.
Monitoring
This section details the precise ways in which you will monitor the execution of your plan, and track your progress towards your goals.
Channel or Action - Email, SEO, social media, sales funnel, conversion rates, etc.
Review Date/ Period - When will you monitor this channel or action
Analytics Used - What tools will you use to determine progress to goal
Result and Action - What does your analysis mean for this channel -Support? Discontinue? Extend deadline?
