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The Marketing Plan Template for 2021

Start 2021 on the right foot with this
comprehensive marketing plan template.

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Outline Your Goals

What specific goals do you want to work towards? What results do you want to see come out of your marketing plans? Show where you want to go & how you're going to get there together.

Track KPIs and Metrics

Let your team know which KPIs you intend to track, the results you want to see, and the engagement highs and lows across all content and platforms.

Clarity for the Whole Team

Give your team a clearer idea of who you are, what you offer, and how you want them to help you to make an impact together.

Set Your Business Up for Exponential Success with Your Free Marketing plan Template

Provide your team with a comprehensive summary of your entire marketing plan, complete with Executive Summary, Market Analysis, and much more.

Ensure the whole team understands their respective roles, the goals of the business, and how you plan to achieve them.
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How can a marketing plan template help me?

  • Paint a Picture of the Year Ahead

    Pre-pave the entire year with a comprehensive outline of your business' responsibilities, the goals you intend to achieve and how, and the likelihood of you doing so in regards to your target market and audience.

  • Save Time, Money and Energy

    By pooling all of your goals, strategies and KPIs into one simple document allows your team to easily find the information they need in order to get the job done fast.

What Do I Get in my Marketing Plan Template?

Flick through to see which elements are included, for you to share everything that you need with your team.

Executive Summary

The executive summary of any marketing plan is the scent that entices the reader in and leaves them salivating for more.

You should use this section to:

  • Introduce your readers to the goals of your brand
  • Briefly list, describe and highlight all relevant components of your plan.
  • Summarize your marketing plan

Core Statements

Your Mission and Vision statements articulate the purpose of your business, demonstrate the value you bring to your prospects and highlight the change you want to make in the world.

This section should:

  • clearly define you as a brand,
  • highlight the problems that your business provides solutions for
  • demonstrate what makes your business so unique and vital that choosing not to use you would leave your readers regretting that decision for the rest of their life.

Business Goals

Here is where you should include an overview of the high-level goals that you are planning to work towards, alongside the KPIs you intend to use to measure your progress by.

  • Leads
  • Sales
  • Social Media Engagement
  • Email Marketing Conversions

Market Analysis

Every marketing plan needs to include an overview of the market you're in, detailing:

  • the demand for your solution (the problem)
  • specific and positive industry trends over the last month, quarter or year
  • the addressable market size in terms of $Value and Traction, with as much specificity as you can,
  • the positioning of your competitors


This section should first describe the solution you offer, and then highlight your brand's Unique Selling Proposition (USP).

Your USP is a statement detailing how you intend to solve your Target Audience's key problems, why your product or service will change their life for the better, and how your business model will give them the assurance that you are the ultimate choice.

Business Strengths

This section should showcase all of 3 things:.

  • Your strongest points and assets from tech through your team, partnerships and more
  • Your strongest features that make your solution truly unique
  • Your strongest benefits - how does your ideal prospect benefit from your solution?

IP, Significant Partnerships and Core Suppliers

In this section, you could:

  • List any IP you have for your business
  • Showcase any important and impressive partnerships, customers, distributors or suppliers that you think are worth mentioning

Brand Attributes

In this section, you have the perfect opportunity to show off your brand and connect with your team on a fundamental level through two key elements: your brand Messaging and your brand Personality.

Brand Messaging details what your brand represents and stands for


Brand Personality expresses the attributes of your brand as if they were a person.

SWOT Analysis

For each section of your SWOT, you need to address the Strengths, Weaknesses, Opportunities and Threats for at least the following:

  • Yours and your competitor's product or service offering
  • Brand positioning
  • Marketing Strategy/Sales
  • Team
  • Financials
  • Operations
  • Prospects (Pain Points answered)
    and, finally
  • The market environment/positive trends

Corporate, Market and Sales Tables

In this section, we have given you three tables in which to fill in relevant information about your competitors:

  • Their corporate info, including number of employees, date it was founded, IPO status, funding and more
  • Their market positioning, including their own descriptions, target customers, market shares, and their business and pricing models
    and lastly,
  • Their sales and marketing, including their key competitive advantage(s), events, awards, leading customers, and rankings and reviews.

Comparison & Reiteration

In this section, we've given you space to use the research you gathered on your competitors in the previous section in order to make a clear comparison between them and your business, and reiterate exactly why you are the better alternative.

  • Main reasons customers/clients keep buying from your competitors
  • Main reasons why people will buy from you (USP)
  • The main reasons why the market will be welcoming to your solution (unresolved pain points, untapped market, etc...)

Target Audience and Market

This section allows you to detail your unique segment of the market and list all of the relevant characteristics of your Buyer Persona's journey throughout the purchase process.

This includes:

  • The demographics, and psychographics of your buyer personas, e.g. their ages, genders and incomes, alongside their personality attributes, values, attitudes and lifestyles.
  • Their interests and goals, and the purchase chain of each of your buyer personas.
  • The buying triggers that would lead your buyer persona to purchase your product or service, including their professional role, the challenges they face, and where you can find them both online & offline (blogs, forums, magazines, etc.)

Execution Strategy

The final section of your marketing plan is your execution strategy, which we have provided in the form of a table that allows you to detail each of your marketing channels, the frequency with which you utilise and market from them, the KPIs you will track, and your annual budget allocation for each channel.

In general, this section should give a detailed overview of how you plan to penetrate the market and expand your presence through marketing, advertising, and your distribution strategy.

Marketing is a complex business.

Simplify your efforts today, and give your team peace of mind.

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