MARKETING STRATEGY TEMPLATE
START-UP ORGANISATION, PRODUCT OR SERVICE
Executive Summary – rundown of what’s in the document (often completed last)
Use this template to capture the key information that you need to develop a thorough marketing strategy. Then
use the information that you collect, along with other *development tools, to build your marketing strategy.
This template is divided into the following question sections:
1. Background 4
2. Market 5
3. Target Audience 6
4. Competition 7
5. Offering 8
6. Messages 9
7. Sales and Buying Process 10
8. Pricing 11
*Other development tools you may use:
SWOT (strength, ...view middle of the document...
What compelled us to start this organisation/service?
A. What is the market opportunity? What is the market size? Be sure to look at market size with respect to
B. How can the market be segmented into logical customer/user groupings?
C. What are the key sector trends that are inspire our success? What sector trends can inhibit our success?
D. What is the economic climate now and in the next couple of years? How will the economic climate
affect our organisation/service?
E. Is our organisation or market affected by business cycles or seasons? If so, describe how it is affected.
3. Target Audience
A. What market segments are we targeting (list segment name and characteristics)? What segments are we
B. What kind of audience are we targeting? What are its members’ demographics and psychographics (for
example, what keeps them awake at night, including both fears and opportunities)? List multiple audiences
in order of priority.
C. What is our customer’s primary reason for buying or wanting to use our product or service?
D. Why would someone prefer our offering versus that offered by the (other organisations) competition?
(You might want to answer the section on competition and then come back to this question.)
E. Are there any issues or concerns that the target audience might have regarding this type of product
For Consideration: competition, for charities and non profits might defer slightly from the for profit sector, nonetheless
these kinds of organisations compete for volunteers, donations and so on, even if the intent is quite different. Clearly
most non-profits don't want to damage their "competitors" (other non-profits also doing good works), but they do need to
consider that there is a form of competition in play.
A. What categories of competition threaten our success? Label each category, and identify its key
characteristics. Prioritise the categories from greatest to least threatening.
B. Which companies pose the greatest threat, and how do they differentiate themselves? What strategic or
tactical elements do they use that threaten our success? List the strengths and weaknesses for each of
C. Which competitors have the largest market share within our target market segments? Which
competitors have the greatest visibility with our target audience?
D. How will we differentiate ourselves to best challenge competition?
E. What barriers to entry into the marketplace are we creating for ourselves?
A. What need is our service/product designed to fill? Identify the need for each target audience.
B. What features and associated benefits does our offering provide? Identify features and associated
benefits for each target audience. (Our proposition)
C. How do we deliver the...