· Company Summary
· Mission, Vision and Core Values
o How does your product/service support the mission or vision of the organization
· SWOT Analysis
o Internal Strengths and Weaknesses
o External Opportunities and Threats
· Competitor Analysis
o Unique qualities that offer competitive advantage
o Buyer behaviors
o Where are the gaps in service that you see between your product/service and the competitors
· Target Market Determination
o How are you finding your target market?
· 4P’s of Marketing
o Promotional Mix
· Metrics for Success
o What are you measuring and how frequently are you measuring success?
· Product/Service Lifecycle
o How long do you predict each phase will last? Why?
· Summary – what steps do you recommend to increase market share
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• Cover page
• Resource List