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The guide walks through reviewing the market, describing the target customer, setting measurable marketing and sales goals, and defining core strategies and practical tactics. It emphasizes clear customer insight, competitive positioning, budgeting and challenge awareness, and concrete actions with dates and tools to maximize marketing return.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/small-business-marketing-plan-12-month-marketing-plan-guide/240170/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/small-business-marketing-plan-12-month-marketing-plan-guide/240170.png","ImageObject",442,249,{"name":88,"@type":89},"Gelato","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-11-04","2026-09-11",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",19,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What should the marketing plan’s introductory section include?","Question",{"text":109,"@type":110},"It should describe where the business stands today, how marketing plans will be put in place or changed, and what that will mean over the next 12 months. It should also cover the business offerings, market environment, marketing advantages, challenges, competition, and outside influences.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"How should the target customer overview be structured?",{"text":114,"@type":110},"The plan should explain who the customers are, what they want, and what motivates them to buy. It can include demographic details, buying characteristics, how they purchase similar products, the decision maker, their habits and information sources, and whether there is a niche or unifying criteria.",{"name":116,"@type":107,"acceptedAnswer":117},"What makes business goals appropriate for this marketing plan?",{"text":118,"@type":110},"Goals should be sensible, measurable, achievable, realistic, and time specific. 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Use this guide to develop a 12-month marketing plan and integrate it into your company’s business plan.  \nStep 1: Review the Market  \nYour plan needs an introductory section – a description of where your business stands today and how you intend to put your marketing plans in place (or change them) and what this will mean to your business the next 12 months.  \nYour introductory section will contain:  \n• A description of your business-What products or services do you offer?  \n• A description of your market or business environment:  \no Are there sections of you target market that are underserved and will your product or service fill that void? If so, write a brief explanation of what this market is like and how your products are going to get the attention of the consumer.  \no Does the market want or value your service or product? Why?  \no Is there enough money to be made with your product or service in your target market?  \no How much of a profit will you need to make for your business to pay off?  \n• Does your business benefit from any distinct marketing advantages?  \no Is your product or service already well known?  \no Do you have high customer loyalty?  \no Do the local trade organizations endorse your product?  \n• The marketing challenges you face:  \no Do you lack brand recognition?  \no Do you face a limited budget?  \n• The current location of your competition:  \no Does the competition within this market leave room for you to be competitive?  \no Is your geographic location a positive or a negative?  \n• What are your competition’s weaknesses? How can you use those weaknesses to your advantage?  \no Your competitor’s failure to provide flexible service may be an area you can exploit.  \no Does the competition ignore the local market?  \n• Are there any foreseeable outside influences on your business?  \no Have laws or statutes related to your business been changed?  \no Will future area construction affect your current traffic patterns?  \nStep 2: Overview of Your Target Customer  \nYour plan must contain some information about your customers (either existing customers or prospective customers) . Your overview should examine:  \n• Who they are?  \n• What do they want?  \n• What motivates them to buy?  \nHere, you can include a simple list of information about your customer, some basic demographic info and some more detailed information as it relates to your product, such as:  \n• Age  \n• Gender  \n• Any buying characteristics?  \n• How does my customer normally purchase similar products?  \n• Who’s the decision maker or primary buyer?  \n• What is your target customer’s motivation for buying (do they want to look good, learn to save money, increase health, etc.)?  \n• What kind of habits does your customer have, specifically where do they get their information (magazines, trade shows, newspapers, the web, etc.)?  \n• Do you have a niche that you are trying to target or appeal to?  \n• Are there any unifying criteria (they are all attorneys, accountants, hair dressers, etc.)?  \n• Any specifics (i.e., only estate attorneys)?  \nStep 3: Your Business Goals  \nVery briefly, list your company’s goals for the upcoming year: both marketing and sales goals. It’s important to put your goals down on paper. Make sure you include elements of your business that are possible to track so you can gauge your progress. Your goals should be:  \n• Sensible  \n• Measurable  \n• Achievable  \n• Realistic  \n• Time Specific  \nFor instance, a goal of “increasing sales of accounting software” is not very specific or measurable. But a goal of“increasing sales of accounting software by 20 percent over the next 12 months” is much more specific and measurable.  \nYour goal section should include information about your gross sales target for your business, goals for your marketing efforts as well as plans for future growth.  \nStep 4: You","cbCaiqpIBrMzirc1","https://ap.wps.com/l/cbCaiqpIBrMzirc1","pdf",123578,"English","# Step 1: Review the Market\n## Business position, market environment, and competition\n# Step 2: Overview of Your Target Customer\n## Customer needs, motivations, demographics, and buying behavior\n# Step 3: Your Business Goals\n## Measurable, achievable, realistic, time-specific targets\n# Step 4: Your Strategies and Tactics\n## Marketing message and practical execution plan","[{\"question\":\"What should the marketing plan’s introductory section include?\",\"answer\":\"It should describe where the business stands today, how marketing plans will be put in place or changed, and what that will mean over the next 12 months. It should also cover the business offerings, market environment, marketing advantages, challenges, competition, and outside influences.\"},{\"question\":\"How should the target customer overview be structured?\",\"answer\":\"The plan should explain who the customers are, what they want, and what motivates them to buy. It can include demographic details, buying characteristics, how they purchase similar products, the decision maker, their habits and information sources, and whether there is a niche or unifying criteria.\"},{\"question\":\"What makes business goals appropriate for this marketing plan?\",\"answer\":\"Goals should be sensible, measurable, achievable, realistic, and time specific. The guide stresses including trackable elements and giving examples of how to turn vague goals into specific, measurable targets.\"}]","Small Business Marketing Plan - 12-Month Marketing Plan Guide | PDF",1789158051]