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INGENIOUS AFRICA MEDIA
ADVERTISING AND MARKETING BUSINESS PLAN 




Sample business plan
Current page: 3
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Contents

Abbreviations
Contents   
Application Summary   
Executive Summary   
The Company   
The Business Opportunity   
The Market   
The Target Market   
The Competition   
Competitive Advantages   
The Management Team   
Financial Overview   
1.    Industry Overview   
1.2    Industry Size   
1.3    Growth Rate   
1.4    Growth Potential   
1.5    Players in the Industry   
1.6    Key Success Factors   
2.    Market Analysis   
2.1    Market Segmentation
2.1.1    Market Segments   
2.1.2    Needs and preferences   
2.1.3    Segment Attractiveness Assessment   
2.1.4    The Target Market   
3.    Competition Analysis   
3.1    Direct Competition   
3.2    Indirect Competition   
4.    External Environment Analysis   
4.1    Political Changes   
4.2    Economic Changes   
4.3    Social Changes   
4.4    Technological Changes   
4.5    Environmental Changes
5.     Internal Environment Analysis   
5.1    Shared values and principles   
5.2    Understanding of strategic planning   
5.3    Organisational structure   
5.4    Leadership style   
5.5    Staff requirements   
5.6    Skills and competencies   
5.7    Understanding of systems   
6.    SWOT Analysis   
6.1    Strengths
6.2    Weaknesses
6.3    Opportunities   
6.4    Threats   
7.    Vision, Mission, Values and Principles   
7.1    Vision   
7.2    Mission   
7.3    Values and Principles   
7.4    Strategic Objectives   
7.4.1    Short term objectives   
7.4.2    Medium term objectives   
7.4.3    Long term objectives   
8.    Strategies   
8.1    Short Term Strategies   
8.1.1    Marketing Strategies   
8.1.2    Operational Strategies   
8.1.3    Human Resources Strategies
8.1.4    Financial Strategies   
8.2    Medium Term Strategies   
8.3    Long Term Strategies   
9.    Implementation Plan   
9.1    Ownership   
9.2    Organisational Structure   
9.3    Staffing Plan   
9.4    Roles and Responsibilities   
10.    Technical Overview   
10.1    Layout of the business premises   
12.    Marketing and Sales Plan   
12.1    Service Offering  
12.2    Promotion   
12.2.1    Branding and Brand Development   
12.2.2    Sales Promotion   
12.2.3    Public Relations   
12.2.4    Advertising   
12.2.5    Relationship Marketing   
12.3    Pricing   
12.4    Place
12.4.1    Location of The Business   
12.4.2     Distribution Channel   
13.    Risk Analysis   
13.1    Market Risk   
13.2    Financial Risk   
13.3    Human Resource Risk   
13.4    Technological Risk   
14.    Financial Plan   
14.1    Assumptions underlying the financial projections 
14.2    Financing requirements   
14.3    Average Monthly Expenses   
14.4    Cash Flow Projections   
14.5    Projected Statement of Financial Performance   
14.6    Projected Statement of Financial Position   
14.7    Ratio Analysis   
14.8    Sensitivity Analysis  


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