1. Visual Business & Marketing Plan
Your Company Name Here – Period Plan Pertains To
Situation Analysis
Our Story
Write a brief description of your company, your products, your customers and markets, your competition and what you hope to accomplish. A good start is to use the information in your Company Summary. Be sure to include your name, address, contact information and website address.
See Chapter 1.
Internal
Strengths & Weaknesses
List your strengths and weaknesses. Remember you capitalize on your strengths and take corrective actions to fix your weaknesses.
See Chapter 5.
External
Opportunities & Threats
List the opportunities and threats that your business faces in your external environment. The idea is to take advantage of opportunities and minimize the effect of threats.
See Chapter 5.
Our Competition
List your main competitors or competitor groups.. List the advantages you have over your competitors as well as the disadvantages.
See Chapter 5.
Vision
Write a brief description of the overall vision that guides your Business.
See Chapter 3.
Mission Statement
Use this space to write your mission statement. See Chapter 3.
Our Products
Our Markets / Customers
Secret Sauce
Products / Services Offered
List the products and services you offer.
See Chapter 4.
Product Features
List the features and benefits for each product and service that you offer.
See Chapter 4.
Target Markets
List your major current or potential target markets / customer groups.
See Chapter 6.
Customer Attributes / Demographics
For each of you target markets or customer groups list their major attributes.
See Chapter 6.
Our Competitive Advantages
Write a brief description of your competitive advantages and what goes into your “secret sauce”.
See Chapter 5.
© Neil McKenzie

2. Visual Business & Marketing Plan
Your Company Name Here – Period Plan Pertains To
Goals & Objectives
Marketing/Sales
List your major marketing and sales objectives.
See Chapter 13.
Products/Services
List your major objectives for the creative products and services your provide. See Chapter 8.
Accounting & Finance
List your major objectives for the accounting and finance functions for your business.
See Chapter 10.
Studio & Facilities
List your major objectives for your studio and facilities. See Chapter 9.
Production
List your major objectives for your production processes and operations. See Chapter 11.
Mgmt. / Organization
List your major objectives with regard to the management and organization of your art business.
See Chapter 12.
Strategies
Marketing/Sales
List your major strategies for marketing and sales that accomplish your objectives.
Provide more detail below for specific marketing activities
See Chapter 13.
Products/Services
List your major strategies for the creative products and services you provide that accomplish your objectives.
See Chapter 8.
Accounting & Finance
List your major strategies for the accounting and finance function that accomplish your objectives.
See Chapter 10.
Studio & Facilities
List your major strategies with respect to your studio and facilities that accomplish your objectives.
See Chapter 9.
Production
List your major strategies for your production processes and operations that accomplish your objectives.
See Chapter 11.
Mgmt / Organization
List your major strategies with regard to the management and organization of your art business that accomplish your objectives.
See Chapter 12
Advertising
List your major strategies for how you will use advertising in your creative business.
See Chapter 13.
Public Relations
List your major strategies for how you will use public relations in your creative business.
See Chapter 13.
Distribution / Sales
List your major strategies for how you will distribute and sell your creative products and services.
See Chapter 13.
Direct Marketing
List your major strategies for how you will use direct marketing in your creative business.
See Chapter 13.
Pricing
List your major strategies for how you will use pricing in your creative business.
See Chapter 13.
Promotions
List your major strategies for how you will use promotions in your creative business.
See Chapter 13.
Web
List your major strategies for how you will use the web or internet for your creative business.
See Chapter 13.
Networking / Social Media
List your major strategies for how you will use networking and social media for your creative business.
See Chapter 13
© 2010 – Neil McKenzie

3. Visual Business & Marketing Plan
Your Company Name Here – Period Plan Pertains To
Functional Organization Chart & Responsibilities
Owner(s)
List Name(s)
See Chapter 12.
Marketing
List Name(s) of those Responsible for This Function
Sales
Accounting/Finance
Legal
Operations
Creative (R&D)
Key Personnel Bios / Personal Brand Stories
Write a short bio for each of the key personnel in your company. Make sure to include accomplishments, education, awards, and experience that is relevant to your business. Be sure to include what makes up your personal brand.
See Chapter 2.
© 2010 – 2017 Neil McKenzie

4. Visual Business & Marketing Plan
Your Company Name Here – Period Plan Pertains To
(Use Your Own Cash Flow Projection Model Or The 12 Month Cash Flow Projection Available at
12 Month Cash Flow Budget For Artists & Creatives
Your Company Name Goes Here
Enter Start Date (Month/Year - ie 1/10)
Jan-00
Enter Beginning Cash Amount
$100
Beginning
Feb-00
Mar-00
Apr-00
May-00
Jun-00
Jul-00
Aug-00
Sep-00
Oct-00
Nov-00
Dec-00
12 Month Total
Cash Available At Beginning of Month
100
Cash Coming In To Your Business
Cash Sales of Art / Products
Cash Sales of Services
Collections on Past Sales (Accounts Receivable)
Interest Income on Bank/Savings Accounts
Money From Loans
Other Cash Injections
Money Put In By Owner(s)
Total Cash Available
Cash Going Out of Your Business
Total General Expenses
Total Sales, Marketing and Advertising Expenses
Total Operations Expenses
Total Labor / Payroll Expenses
Total Other Expenses
Total Cash Going Out of Your Business
Total Cash Available at End of Month
© 2010 – Neil McKenzie

5. Visual Business & Marketing Plan Timeline Your Company Name Here – Period Plan Pertains To
Jan
Feb
Apr
Mar
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Strategy Item
Strategy Title
Action Step
Action Step
Strategy Title
Action Step
Action Step
Strategy Title
Action Step
Strategy Title
Action Step
Action Step
Strategy Title
Action Step
Strategy Title
Action Step
Strategy Title
Action Step
Strategy Title
Action Step
© 2010 – 2017 Neil McKenzie