Acme Consulting

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High-Tech Marketing Business Plan

Strategy and Implementation Summary

Acme will focus on three geographical markets, the United States, Europe, and Latin America, and in limited product segments: personal computers, software, networks, telecommunications, personal organizers, and technology integration products.

The target customer is usually a manager in a larger corporation, and occasionally an owner or president of a medium-sized corporation in a high-growth period.

5.1 Pricing Strategy

Acme Consulting will be priced at the upper edge of what the market will bear, competing with the name-brand consultants. The pricing fits with the general positioning of Acme as providing high-level expertise.

Consulting should be based on $5,000 per day for project consulting, $2,000 per day for market research, and $10,000 per month and up for retainer consulting. Market research reports should be priced at $5,000 per report, which will, of course, require that reports be very well planned, focused on very important topics, and very well presented.

5.2 Sales Strategy

The sales forecast monthly summary is included in the appendix. The annual sales projections are included here in Table 5.2.

Sales Forecast
Year 1 Year 2 Year 3
Retainer Consulting $200,000 $350,000 $425,000
Project Consulting $270,000 $325,000 $350,000
Market Research $122,000 $150,000 $200,000
Strategic Reports $0 $50,000 $125,000
Total Sales $592,000 $875,000 $1,100,000
Direct Cost of Sales Year 1 Year 2 Year 3
Retainer Consulting $30,000 $38,000 $48,000
Project Consulting $45,000 $56,000 $70,000
Market Research $84,000 $105,000 $131,000
Strategic Reports $0 $20,000 $40,000
Subtotal Direct Cost of Sales $159,000 $219,000 $289,000

5.3 Milestones

Our detailed milestones are shown in the following table and chart. The related budgets are included with the expenses shown in the projected Profit and Loss statement, which is in the financial analysis that comes in Chapter 7 of this plan.

Milestone Start Date End Date Budget Manager Department
Business plan 10/1/1995 11/19/1995 $5,000 HM Devpt
Logo design 1/1/1996 2/1/1996 $2,000 TAJ Marketing
Retainer contracts 2/1/1996 12/31/1996 $10,000 HM Sales
Stationary 3/1/1996 4/15/1996 $500 JD G&A
Brochures 3/1/1996 4/15/1996 $2,500 TAJ Marketing
Financial backing presentation 4/1/1996 9/15/1996 $10,000 HM Devpt
Initial mailing 6/1/1996 7/1/1996 $5,000 HM Sales
Office location 1/15/1996 2/9/1996 $5,000 JD G&A
Office equipment 1/15/1996 2/19/1996 $12,500 JD G&A
Other 1/1/1996 12/31/1996 $10,000 ABC Department
Totals $62,500

5.4 Strategic Alliances

At this writing, strategic alliances with Smith and Jones are possibilities, given the content of existing discussions. Given the background of prospective partners, we might also be talking to European companies including Siemens, Olivetti, and others, and to United States companies related to Apple Computer. In Latin America we would be looking at the key local high-technology vendors, beginning with Printaform.