Simple Marketing Plan Template:
How to Keep it Short and Simple

Using a short simple marketing plan template on one or two pages is much better than having no marketing plan at all. It doesn't need to be complicated but successful marketing requires direction, focus and consistency followed up by monitoring to see what works.

Most business coaches will have some knowledge and understanding of marketing but some will obviously have more expertise in this area than others. 

There is a whole art and science to marketing so if you really don't feel confident consider hiring a marketing professional to give you advice and do your marketing strategy and plan for you.

How to write a simple marketing plan

1. The Product or Service (and time frame)

Briefly describe the product or service and your vision for what you want to achieve.

2. Marketing Goal:

When you write your simple marketing plan you need to start with the end in mind, in other words, what do you want your marketing investment to achieve for your business. Just describe in your own words:

  • What is the objective for this marketing activity?
  • Is it to increase revenues or profits? (either in absolute terms or as a percentage)
  • Is it to increase the number of new customers?
  • Is it to drive a certain level of traffic to your website where they’ll be directed to sign up for something?
  • What do you want to achieve and by when?

3. Targeting:

Your insights about your target consumers form the hook for your whole marketing strategy. The more tightly you define your target market the more effective your marketing will be:

  • What is your niche?
  • Who are you specifically targeting? Eg. what age range are they, what gender, what socio-economic group are they in, what is their level of income, where do they live, what sort of lifestyle do they have etc.
  • What do you know about them? What motivates them? What media do they watch/read? etc. The more you can flesh this out and get inside the head of your customers the better.
  • What will they gain by having your product or service?

4. Competitive Edge:

A strong effective marketing must be based on factors that differentiate your business from the competition so ask yourself:

  • What are your competitors doing?
  • How are you going to stand out from the competition?
  • How do you position your business in the market?
  • What distinguishes you?
  • In what way can you be a market leader?
  • What’s your USP (unique selling proposition)?
  • What are you doing differently than your competitors?
  • What do you guarantee for your customers or what can they rely on your for?

5. Marketing Strategies:

This is where you go into a bit more detail about what your strategies are for accomplishing your marketing goals and should cover: 

  • Pricing: will there be a price change and why?
  • Distribution outlets: where will it be sold?
  • Promotion: how will you communicate with your target and inform them of your product or service? eg. direct mail, advertising, social media etc. 
  • Positioning: how will you position the product vs. the competition?
  • Packaging: do you need new packaging/materials designed? If you offer a service can you package them up in to a new ‘product’?
  • People: do your people need new resources or training to deliver your vision?
6. Actions Steps (with time frames)

  • What specific steps will you take to implement these strategies?

7. Resources Needed:

  • What people, materials and support will you need to make this happen? Include a breakdown of costs.

Using this simple marketing plan template you should be able to get your marketing plan onto one or two pages. 

Our goal is to enable you to think about your marketing and have a plan in place even if it's short. If it works for you and keeps you focused on marketing your business - that's perfect!

Business Coaching Questions:

  • When did you last review and update your marketing plan?
  • If you haven't done a simple marketing plan yet, what has stopped you?
  • What works/doesn't work for your business?

Return from simple marketing plan to small business marketing strategy


Go to the business coaching insights website