Mirabile Dictu Advertising

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Display Case Marketing Business Plan

Strategy and Implementation Summary

Emphasize performance
Mirabile Dictu will differentiate ourselves with performance!  We will establish our business offering as a clear and viable alternative for the target market, from the scores of "average" advertising programs. 

Build a relationship-oriented business
Build long-term relationships with customers, not single-visit deals.  Become the company of choice.  Make them understand the value of the relationship. 

Focus on target markets
The firm will focus on specific retailers as the key market segment we should own. 

5.1 Competitive Edge

Mirabile Dictu Advertising's competitive edge is demonstrated in the firm's expertise in positioning value to retailers to gain endorsement and positioning enhanced support to brands to gain participation. 

The firm is thoroughly experienced in brand funding, retailer advertising and sales.  The extensive senior contacts within the branded community as well as with management at hardware retailers will deliver. 

The competitive edge of the the firm takes advantage of the knowledge that sales growth is the #1 business objective for most retailers in the hardware industry.  Extensive knowledge in sales, profit and execution advertising guidelines gives the firm unmatched expertise in selling and managing key advertising programs.

Clearly, the competitive edge is the customer service experience and approach that the management team will bring to the table.  The knowledgeable, smiling, unassuming and good natured approach to all customers is paramount, and highly valuable.  Action plans are detailed, specific and to the point with an open-minded approach. 

5.2 Milestones

The Milestones set forth below are the main milestones in the schedule of proposed development.  We have carefully reviewed the timelines for start-up and firmly believe that once we are completely funded we can be "open for business".

  • Secure working agreement to execute program
  • Secure contract to launch program
  • Secure agreement for extended terms and loner equipment as needed
  • Secure contract for Dominick and Randall.
  • Install loaner equipment to execute - Stop & Shop initiative.
Milestone Start Date End Date Budget Manager Department
hand tool agreement 12/30/2004 1/30/2005 $600 McKenzie Department
power tool agreement 12/30/2004 3/30/2005 $1,200 McKenzie/ Fernando Department
pool supplies 12/30/2004 1/30/2007 $500 McKenzie Department
plumbing supplies 12/30/2004 6/30/2006 $1,250 McKenzie/ Fernando Department
heavy equipment 12/30/2004 1/30/2006 $600 McKenzie Department
fasteners 12/30/2004 9/30/2005 $1,200 McKenzie Department
Other 12/30/2004 1/30/2005 $0 Fernando Department
Totals $5,350

5.3 Sales Strategy

Sales strategy begins with contact at a targeted retailer to secure a five year contract to provide for execution of the advertising promotions.  Once under contract, "prospects" are identified and brands targeted.  The firm starts "selling" at the senior level with national brands by exploiting our relationships with key players.

In respect to the prospect list of clients, it is essential that an "advertising" approach be adopted to insure an organized, orderly approach to each prospect.  Notes need to be kept on each client.  Follow-up and persistence will pay off.  With our experience in the industry, we have a key knowledge of how to close sales with the shortest lead-time.

Sales people will be compensated with a commission paid on each sale to stimulate reward and recognition.

All fees are paid by brands and retailers for participation.

5.3.1 Sales Forecast

Sales forecasts for the first three years are as follows.  MDA plans to deliver sales of approximately {$whopper} in the first year.  Sales of {$ginormouz} in the second year by retaining the current clients and by adding four additional clients.  Sales of {$humuongorificatious} in the third year by retaining current clients and by adding four additional clients.  These projections are conservative and do NOT factor in sales derived from the additional relationships that would add some related advertising to the mix.  The firm plans on adding advertising to the mix at new retailers as each mature in execution. 

Sales Forecast
Year 1 Year 2 Year 3
Hand Tools $400,000 $400,000 $400,000
Power Tools $400,000 $400,000 $400,000
Mechanic Sets $500,000 $500,000 $500,000
Tool Boxes/Carriers $0 $200,000 $200,000
Heavy Lawn Equipment $0 $300,000 $300,000
Plumbing $0 $250,000 $250,000
Auto Hardware $0 $500,000 $500,000
Painting Supplies $0 $0 $400,000
Fasteners $0 $0 $400,000
Patio Door Repair $0 $0 $25,000
Pool Supplies $0 $0 $25,000
Total Sales $1,300,000 $2,550,000 $3,400,000
Direct Cost of Sales Year 1 Year 2 Year 3
Sign Prtg/Dist (Est 50% of Revenue) $650,000 $1,275,000 $1,700,000
Other $0 $0 $0
Subtotal Direct Cost of Sales $650,000 $1,275,000 $1,700,000

5.4 Marketing Strategy

The key Marketing Strategy is first to let the retailer do the selling to the brands.  Keying in on the value positioning with retailers gets the message to the most brands in the quickest time-line.

Other industry strategies for marketing the opportunities can be done in a number of ways:

  1. Internet Website - Much research is done via the Web and the firm will post a very effective website that will demonstrate value, effectiveness and advertising benefits to retailers and national brand prospects. 
  2. Trade Advertising - Most brand managers read industry trade publications for new and innovative programs.  Placing ads in these publications will cover category across many brands. 
  3. HRMA - Joining the Hardware Retailers and Manufacturers Assoc. and attending the annual conventions to meet with senior managers of retailers and national brand companies. 
  4. Private Associations - Another image-building marketing ploy is participating in showcases.  These showcases are usually for the benefit of brand suppliers. 

Marketing these prime prospects must be carried out in a thoughtful organized way.  Color literature including the newly designed logo should be completed as a first step.  When marketing these prospects it will be important to present a portfolio of program samples and historical results.  A relaxed face-to-face meeting, resulting in good communication should be all that's needed to generate first contracts.