SPECIALTY COFFEE BUSINESS AND MARKETING （专业咖啡业务和市场）.pdfVIP

SPECIALTY COFFEE BUSINESS AND MARKETING PLAN Table of Contents I. Executive Summary~1-2 pages (Highlights the entire plan with a general profit/growth and need forecast) II. Company Mission~1 paragraph (There is power in brevity. Consider one sentence or bullets.) III. Goals~1 page (Short, specific, general - no measurement.) IV. Industry Profile~1-2 pages (Only outlined/bulleted key facts about the health and future growth dynamics of the North American Specialty Coffee Industry.) V. Company Profile~3-4 Pages (To advance your marketing plan to a formal business plan include financials in this section.) VI. Competitive Analysis~TBD (One completed checklist per competitor in a 3 mile radius.) VII. Objectives~1 Page (Measurable by dollar/percent/and or time frame.) VIII. Strategies~1 Page (Directly related to meeting objectives.) IX. Tactics~2-3 Pages (Promotions aligning to specific strategies including a who/what where/when action list.) X. Measurement Methods (ROI)~1 Page 1 Business/Marketing Plan Format Guidelines • Only the executive summary is to be written in prose. • Pull only key facts and directives from research. • Format all sections in outline/bullet format for ease of future reference. All directional notations should be deleted from the final document. • All sections should be tabbed in the final document. • While chapter sections are structured to never change, ROI and overall direction should be reviewed and changed based on the quickness of opportunity afforded to small businesses.