Arrow Mail

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Direct Mail Business Plan

Strategy and Implementation Summary

Arrow Mail's owner, Todd Graham, has over 20 years of experience in the financial services field and has extensive contacts throughout the country. He will lead the company's sales campaign. Todd Graham will present the firm's campaign proposals and follow up with potential customers.

5.1 Marketing Strategy

Arrow Mail will create a direct marketing campaign that fits within a client's budget range and effectively targets the firm's potential customers. Arrow Mail employs a matrix of direct marketing strategies that the customer can tailor to fit their desired brand imaging and product positioning as well as focusing on specific customer characteristics.

5.2 Competitive Edge

The competitive advantage of Arrow Mail is experience. We offer our customers time-tested strategies that been successful in the market over the past 20 years. There have been many winners and losers in the growth of financial services. Todd Graham has a superior track record of satisfied customers.

5.3 Sales Forecast

Arrow Mail anticipates that sales will be slow for the first and second month of operation as the focus will be on presentations to firms. After that point, sales will increase.

The following is the sales forecast for three years.

Sales Forecast
Year 1 Year 2 Year 3
Marketing Campaigns $209,000 $242,000 $280,000
Market Analysis $130,000 $150,000 $170,000
Database Analysis $106,000 $135,000 $166,000
Mailing Production $93,000 $140,000 $195,000
Other $0 $0 $0
Total Sales $538,000 $667,000 $811,000
Direct Cost of Sales Year 1 Year 2 Year 3
Marketing Campaigns $0 $0 $0
Market Analysis $0 $26,000 $32,000
Database Analysis $0 $0 $0
Mailing Production $20,450 $33,000 $44,000
Other $0 $0 $0
Subtotal Direct Cost of Sales $20,450 $59,000 $76,000

5.4 Milestones

The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation.

What the table doesn't show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and we will hold monthly follow-up meetings to discuss the variance and course corrections.

Milestone Start Date End Date Budget Manager Department
Office Set-up 4/1/2002 4/27/2002 $20,000 Office Mgr Marketing
Production Set-up 4/1/2002 4/27/2002 $120,000 Production Mgr Department
Marketing Program 2/1/2002 4/1/2002 $20,000 Todd Graham Web
Totals $160,000

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