A small business is close to its market, is flexible, can operate on slim margins, and implement decisions rapidly. It usually has limited resources, not enough staff, and often works under conditions less than adequate. A marketing plan is a statement of intentions to achieve desired results, and some indication of how it is proposed to attain them. A poorly constructed marketing plan cannot only give weak results in terms of sales, but can ruin a business financially. A well-written, comprehensive marketing plan is the focal point of all business ventures because it describes how you plan to attract and retain customers--the most crucial aspect of a business. The marketing plan is essential to any successful business. It is the heart of the business, the basis from which all other operational and management plans are derived.

There are numerous advantages you can extract from the marketplace if you know how. And the marketing plan is an excellent tool for identifying and developing strategies for extracting these advantages.

• identifies needs and wants of consumers
• determines demand for product or service
• aids in design of products/services that fulfill consumers needs
• outlines measures for generating the cash for daily operation, to repay debts and to turn a profit
• identifies competitors and analyzes your firm's competitive advantage
• identifies new product/service areas
• identifies new and/or potential customers
• allows for test to see if strategies are giving the desired results.

• Is this product or service in constant demand?
• How many competitors provide the same product or service?
• Can you create a demand for your service or product?
• Can you effectively complete in price, quality and delivery?
• If a franchise, will the franchisor price the product or service to give you the projected profit?

• Describe the target market
• Identify Competition
• Describe Product/Service
• Develop Marketing Budget
• Describe Location (Place)
• Develop Pricing strategy
• Develop an effective Promotional Strategy

• Guide to Successful Small Business Marketing:  One great need of small business managers is to understand and develop marketing programs for their products and services.
• Complete Marketing Plan For The Independent Business : We have designed a complete marketing      plan for the small independent business person. Our plan is designed to provide you with everything that you need to compete with ANYONE!
• Michigan Small Business Develop Centers : Our purpose in creating this publication is to assist you in planning for and managing your success. The Small Business Development Centers of Michigan, the State of Michigan and Comerica Bank feel that this is one the finest state in the country in which to start a new business.
• Silicon Valley Small Business Development Center : The Silicon Valley SBDC is dedicated to contributing to the success of small business persons and entrepreneurs in the Greater Silicon Valley including San Mateo County and Northern Santa Clara County.