The first section of the marketing plan is the SITUATION ANALYSIS. In this section you look at your challenges, your competition, and how you are unique in the marketplace. The situation analysis lays the foundation for your goals, strategies and tactics. This is accomplished through a thorough analysis of your self and your specific situation or market. In this section you create your Unique Selling Proposition (U.S.P.). The second section of the plan defines your TARGET AUDIENCE. Here is where you uncover who has a NEED for your product or service. This involves profiling you existing customers and finding common attributes. The purpose of the exercise is to ultimately create an "ideal customer profile". In the Target Audience section of the document you decide which customers you are going to approach with your marketing efforts.
There are plenty of plan template formats to consider. Some are simple lists, while others contain a series of frames or tables in which to sequester certain concepts. When choosing a lesson template, be sure to use one that isn't overly complex or confusing. Additionally, choose a font that's readable as well. By choosing these little steps to make your plan template more legible, you will save yourself a lot of confusion in the long run.