Marketing Plans 101 - Executive Overview

Marketing Develop multiple sources for lead generation and sales while developing a trusted brand for your business. Marketing is an area of your business that needs constant attention and new ideas.

The executive overview is the first section of a marketing plan. As with the executive summary of a business plan, the executive overview is typically written last. The purpose of the executive overview is to summarize the key points in the main body of the plan. This is useful when you are sharing your plan with employees, a business partner, investors, etc. The executive summary should be no more than 2-3 pages and briefly cover:

Market Overview
Competitive Overview
Product Overview

SWOT

(Strengths, Weaknesses, Opportunities and Threats)

Goals and Objectives
Strategies
Action Plan and Implementation Schedule
Evaluation Methods

This is part of a series about the various aspects of a Marketing Plan and why you should develop one for your business.

Source: Chris Yates, President, Business Marketing Services Inc.