Vous êtes sur la page 1sur 21

Confidentiality Agreement

The undersigned reader acknowledges that the information provided by


_________________________ in this marketing plan is confidential; therefore,
reader agrees not to disclose it without the express written permission of
_________________________. It is acknowledged by reader that information to be
furnished in this marketing plan is in all respects confidential in nature, other
than information which is in the public domain through other means and that any
disclosure or use of same by reader, may cause serious harm or damage to
________________________. Upon request, this document is to be immediately
returned to _________________________. ___________________ Signature
___________________ Name (typed or printed) ___________________ Date This is a
marketing plan. It does not imply an offering of securities.
Table Of Contents
1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . 1 Situation Analysis . . . . . . . . . . . 2.1 Market Summary . . . . . . .
2.1.1 Market Demographics 2.1.2 Market Needs . . . . 2.1.3 Market Trends . . .
2.1.4 Market Growth . . . 2.2 SWOT Analysis . . . . . . . . 2.2.1 Strengths . . .
. . 2.2.2 Weaknesses . . . . 2.2.3 Opportunities . . . . 2.2.4 Threats . . . . . .
. 2.3 Competition . . . . . . . . . 2.4 Services . . . . . . . . . . . 2.5 Keys to
Success . . . . . . . . 2.6 Critical Issues . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . .2 .2 .3 .3 .4 .4 .5 .5 .5 .6 .6 .6 .6 .7 .7

3.0

Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3
Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4
Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.5
Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.6
Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.7
Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.8
Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.9
Strategic Alliances . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Financials . . . . . . . . . 4.1 Break-even Analysis 4.2 Sales Forecast . . . 4.3
Expense Forecast . Controls 5.1 5.2 5.3 . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . 10 . 11 . 11 . 13 . 13 . 14 . 14 . 15

4.0

5.0

............ Implementation . . . . Marketing Organization . Contingency Planning


.
Corporate Retreat Professionals
1.0 Executive Summary
The Corporate Retreat Professionals (CRP) is an event planning company
specializing in corporate customers. CRP will offer two types of services; retreat
training services as well as product launch event planning. The retreat training
services will be either leadership development training or team skills training.
For both types of retreats, CRP can take care of the planning of the event, as
well as actually hosting the training through the use of one of CRP's strategic
business partners. The mission of the Corporate Retreat Professionals is to
provide companies with the highest level of event planning. We exist to attract
and maintain customers. When we adhere to this maxim, everything else will fall
into place. Our services will exceed the expectations of our customers. The
corporate market for event planning is steady and profitable. For some large
companies, economic downturns means cuts in training. This is only the case for
shortsighted companies however. The benchmark companies may trim down the work
force during a downturn, but they do not cut funds for training. They recognize
that investments in human resources is always a good investment. CRP intends to
profit nicely from this intelligent business strategy. Additionally, even in times
of economic downturn, companies still have product launches and will still need
someone to organize these events. In short, the need for corporate event planning/
hosting services rarely diminishes, it is a steadily increasing demand that CRP
will capitalize on. Corporate Retreat Professionals' projected growth rate is over
100% through year three and will have profits as a function of sales over 11% by
year three. By the beginning of year two CRP will have four employees.

Annual Sales Forecast

$250,000

$200,000

$150,000

Large companies
$100,000

Small companies

$50,000

$0 2003 2004 2005

Page 1
Corporate Retreat Professionals
2.0 Situation Analysis
CRP is entering their first year of business. Marketing will be critical to
develop sufficient business to achieve profitability. The company offers high
quality event planning for two specific areas, corporate training and product
release events. The basic market need is for a competent service provider offering
high quality event planning at a price that is cost effective relative to a
company trying to plan the events themselves.

2.1 Market Summary


CRP possesses good information regarding its typical customer. This includes
customer needs, the general circumstances from which the needs arise, and the
difficulties the customer would face if they tried to satisfy these needs
themselves. This information will be leveraged to better understand who is served,
individual customers' specific needs, better communication channels, and how CRP
can satisfy those needs.

Target Markets

Large companies Small companies

Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Large
companies Small companies Total Growth 9% 8% 8.38% 2003 1,158 1,878 3,036 2004
1,262 2,028 3,290 2005 1,376 2,190 3,566 2006 1,500 2,365 3,865 2007 1,635 2,554
4,189 CAGR 9.01% 7.99% 8.38%

Page 2
Corporate Retreat Professionals
2.1.1 Market Demographics
The profile for CRP's typical customer consists of the following geographic,
demographic, and behavior factors: Geographics • The immediate geographic target
is the city of Seattle. • The entire metropolitan area is in need of event
planning services. • The total targeted population is 3,036 companies.
Demographics • Small to large size companies, with employees that range from 25-
1200. • Typically the company has one main office, however some of the customers
will have offices diffused into several locations. • For the product launch
services, 95% of the customers will be manufacturers, designers, or software
firms. Occasionally there will be a service provider that is launching a new
service. • For the corporate retreat services, the customers will typically be
medium to large size firms. Behavior Factors • The potential customers are trying
to decrease their overhead by outsourcing activities that are not imperative to
the day-to-day operation of the company. • These companies recognize that their
core competencies are in other areas so they outsource peripheral tasks. • They
attribute high value to their employees as intellectual capital that must be
developed.

2.1.2 Market Needs


CRP is providing its customers with a high quality event planning service that
specializes in both corporate retreats for training purposes as well as product
launch events. CRP seeks to fulfill the following benefits that are important to
their customers: • Professionalism- This is imperative as the service CRP provides
is, in effect, a representation of the client corporation itself. • Competitive
pricing- The pricing scheme must be competitive to offer an incentive for the
customer to outsource these services. • Customer service- The customer must get
the sense that all of their needs are being met, regardless how small or
inconsequential it may seem.

Page 3
Corporate Retreat Professionals
2.1.3 Market Trends
The market trend for event planning has seen a surge within the last four years, a
response to corporations' impetus to outsource non-essential tasks. This industry
space has gotten more competitive for several reasons: • Increased demand has
increased the number of competitors. • With the increase of general event planner
service providers, there has also been an emergence of specialized event planners
that only offer one or two types of event planning services. • The trend for
outsourcing is not specific to the event planning industry, but can be seen in
many industries like IT assistance, accounting, payroll, and design work.

Market Forecast
4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 2003 2004 2005 2006 2007

Large companies Small companies

2.1.4 Market Growth


In 2000, the event planning market had $453 in annual revenue. This market space
is forecasted to grow at 6% for the next four years. This growth can primarily be
attributed to companies tightening their focus on their core competencies and
abandoning in-house support of activities that they do not excel in.

Page 4
Corporate Retreat Professionals

Target Market Growth

9.00% 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Large companies Small
companies

2.2 SWOT Analysis


The following SWOT analysis captures the key strengths and weaknesses within the
company, and describes the opportunities and threats facing Corporate Retreat
Professionals.

2.2.1 Strengths
• Superior, specialized service offerings. • Well-trained, enthusiastic employees.
• Strong relationships with complementary service providers.

2.2.2 Weaknesses
• The concentration of a small niche of the market that will limit the potential
size of the market. • The difficulty of generating awareness and visibility of the
company in its first few years of operation. • The inability to rapidly scale to
meet large, unexpected increases in demand.

Page 5
Corporate Retreat Professionals
2.2.3 Opportunities
• A growing market of companies that are outsourcing event planning activities. •
Being one of the first service providers concentrating on this specific niche. •
Relatively low overhead.

2.2.4 Threats
• A slump in the economy that could have a ripple effect on service providers. •
Future competition from existing service providers competing in different but
complimentary market spaces. • The inability to find qualified, high quality
employees.

2.3 Competition
Currently there are three other companies that offer event planning specifically
to corporations. They, however, tend do events that are more general in scope such
as parties to reward customers or employees, or events to change the company's
image. There is no company that specializes in event planning of corporate
training and product release events. There are companies that offer corporate
training, but these companies provide the actual training and do not do any of the
actual event planning/ logistics of the entire event. There is also no company
that specializes in product release events. There are companies that do provide
this service, but they do not specialize in it. Because event planning is a tight
market, CRP will benefit from specialization. The buying pattern for the larger
corporations was, in the past, to have an in-house solution. This pattern is
disappearing in favor of outsourcing as there is the constant drive for gains in
efficiency, something outsourcing can offer.

2.4 Services
CRP will offer event planning for the corporate market. CRP will concentrate on
two types of event planning: 1. Corporate retreats- These events are typically
used for two different reasons. They are either leadership training or team
building training where employees of the corporations are sent to develop these
skills. In addition to the planning of the events, CRP will be able to host the
event as well. While CRP's core competencies are not in hosting, CRP will align
itself with a well-respected host of leadership development/ teaming skills
programs and have them assist CRP in the hosting aspect. Using a strategic partner
in this case allows CRP to stick with a narrow focus but still offer the service
to our customers. Product launches- These are events where the corporation is
releasing a product and they have an event that is open to people outside of the
corporation, such as industry press, distribution partners, or current key
customers. The purpose of the product launch event is to create visibility for the
new release.

2.

Page 6
Corporate Retreat Professionals
2.5 Keys to Success
The keys to success are: • Generate repeat business. • Achieve sufficient market
visibility. • Accomplish benchmarked customer service.

2.6 Critical Issues


CRP is still in the speculative stages as a start up organization. It faces the
following critical issues: • Continue to take a modest approach toward expansion,
expanding not for the sake of expansion in itself, but because it is necessary to
meet the needs of their customers. • Establish CRP as the premier niche event
planner of the Seattle corporate market.

3.0 Marketing Strategy


Corporate Retreat Professionals will be aggressively courting companies to win
future contracts. CRP will offer a superior service at a lower cost due to
specialization. By concentrating on a few specific services, CRP will become
proficient at these services and perform the services better than someone without
the same level of expertise. CRP will increase company visibility through a
website, local Chamber of Commerce networking, and participation in trade shows.
The website will be quite detailed and provide a visitor in-depth information
about the services CRP offers, the corresponding high level of quality, and the
cost savings that can be achieved by using CRP. CRP will also be quite active in
the local Chambers of Commerce in the Seattle metropolitan area. Over the years
CRP founder Geoff Junket has come to realize that a lot of business transacts
through the Chamber of Commerce or relationships that were started through this
organization. Lastly, CRP will be active in the many trade shows that come through
Seattle. The use of trade shows allows members of CRP to make initial contacts
with a wide range of businesses that would otherwise be difficult to approach.

3.1 Mission
The mission of the Corporate Retreat Professionals is to provide companies with
the highest level of event planning. We exist to attract and maintain customers.
When we adhere to this maxim, everything else will fall into place. Our services
will exceed the expectations of our customers.

Page 7
Corporate Retreat Professionals
3.2 Marketing Objectives
• Increase repeat customers by 7% per quarter. • Decrease customer acquisition
costs by 8% per year. • Generate increased awareness of services offered,
quantified by a 2% quarterly increase of unsolicited service requests.

3.3 Financial Objectives


• Profitability by year three. • Maintain steady, monthly growth. • Decrease
training and production costs.

3.4 Target Markets


CRP is providing services to corporate customers only. We will not be going after
the "social event market" which is an alternative market niche within the event
planning industy. The corporate customer is a company that contracts with CRP to
plan and typically host an event for the company. Corporations will be turning to
CRP to plan the events because: 1. 2. It is cost efficient for a third party to
plan the event. This is the case because the third party only does event planning
so they can plan and host the event more efficiently. The company does not have
additional people who can be taken away from their daily jobs, nor time to invest
in an infrequent event.

Our event planning services for corporate retreats will typically be utilized by
larger corporations. A larger company can be generally defined as one with more
than 40 employees. Smaller companies sometimes will utilize this service of ours,
however, it is the larger corporations that typically have the budget for this
activity. For our product launch event planning, we will be servicing companies of
all different sizes. Typically the companies that use this service will be product
based companies, but we will also offer this service to service-based companies
who desire to announce a new service that they are offering.

3.5 Positioning
CRP will position itself as a niche service event planner serving the Seattle
corporate market. The Seattle market will recognize the value that CRP provides
with its specialized services. CRP will leverage its competitive edge to achieve
the desired positioning. CRP's competitive edge will be based on two factors,
specialization and strategic relationships. CRP will be specializing in two
distinct areas of corporate planning. While specializing essentially precludes CRP
participating in some other market niches, it allows the company to excel in
serving its chosen markets. Additionally, the expert knowledge allows CRP to
provide the service as a cost saving to the client company because it can
concentrate on improving the current offerings. Improvements that CRP strives for
are a reduction in cost charged to the client and an improvement to the level of
services offered. CRP's second competitive edge is based on the use of strategic
relationships. Geoff clearly realizes Page 8
Corporate Retreat Professionals
that he and his staff cannot be good at everything. CRP believes it is better to
concentrate on a few things, excel in those areas, and form strategic partnerships
with companies that excel in the service areas that CRP doesn't. Applying this
philosophy, Geoff has decided that in addition to planning corporate retreat
training sessions, he wants CRP to offer the service of hosting/ leading these
events as well. The service of hosting/ leading however, is quite different than
planning and CRP believes that it would be more cost effective to form a strategic
relationship with an expert in this field instead of trying to become proficient
in-house. CRP then is able to offer a top notch service offering of hosting/
leading the training seminars but does not have to invest heavily in developing
the programs.

3.6 Strategy Pyramids


The single objective is to position CRP as the premier niche event planner serving
the corporate market. The marketing strategy will seek to create customer
awareness regarding the services offered, develop the customer base, and work
toward building customer loyalty and referrals. This objective will be
communicated using several different methods. This first method will be through
the use of CRP's website. The website will be a rich source of information
detailing services offered, previous customers, examples of their work, etc. The
second method of communication will be through networking with Chambers of
Commerce. The networking activities will be important and fruitful as a
significant amount of business gets conducted through the Chamber of Commerce. By
being an active member of the Chamber as well as networking with other members, a
lot of business will be derived from these relationships. The last method of
communication will be through participation at various trade shows. Trade shows
are an excellent venue for generating awareness of the company because most or all
of the participants at a trade show are there because they are seeking
information. Participation at several of the larger trade shows will be an
excellent source for contacts at prospective companies.

3.7 Marketing Mix


CRP's marketing mix is comprised of the following approaches to pricing,
distribution, advertising and promotion, and customer service. • Pricing- The
pricing scheme will be based on a per project estimate tailored to each customer.
• Distribution- CRP's service's can be performed throughout the Seattle regional
area, determined by the needs of the customer. • Advertising and Promotion-
Several forms of advertising and promotion will be used including a website,
partnerships/ networking with the Chambers of Commerce, and participation at
various tradeshows. • Customer Service- The company goes about the day-to-day
operations with the belief that 100% customer satisfaction is required in order to
make the business a success. All levels of the organization have been taught this
and practice it.

Page 9
Corporate Retreat Professionals
3.8 Marketing Research
The main source of marketing research that CRP used to validate and improve their
marketing plan was a comprehensive questionnaire that was administered via email.
By using email as the method of delivery CRP was able to to send out far more
questionnaires for the same amount of money than if they were to use more
traditional, labor intensive methods, and received more responses with a faster
response time. The questionnaire was comprised of 75 different questions with each
question having four possible answers to choose from. The questionnaire was
designed to elicit information regarding customer preferences, the different types
of outsourced activities companies typically use, as well as to test assumptions
held by the founders regarding the perspective market. The survey was constructed
by a Statistics graduate student from the University of Washington and was heavily
tested to ensure valid, significant, relevant results. A total of 300
questionnaires were sent out with a return rate of 31%. This return rate is far
better than a traditional survey. The main factor in this extraordinary return
rate is that the participants were friends or acquaintances of the CRP or someone
connected to CRP, and the participants were given a heads-up to prepare them for
answering the upcoming survey.

3.9 Strategic Alliances


Corporate Retreat Professionals will develop a group of strategic alliances to
enhance its service offerings. The first two will be: • 1st-At-The-Top.com- CRP
will depend upon its website for marketing promotion and client proposal
development. A clean, easy to navigate website is essential for e-commerce. But
first a customer has to find the website. Listings with the large search engine
data bases and subsequent placement in search results displays are a mystery to
most people. In reality, it requires skilled specialized work to get a website out
where customers will find it. CRP will utilize the expert services of 1st-At-The-
Top.com Internet and E-commerce Consultants to build their website and position it
on the Internet. • Innovative Learning Goup- CRP is negotiating with the corporate
trainers at Innovative Learning Group to provide the program content and
facilitation of the leadership and team training seminars CRP will plan for its
corporate clients. Additional host/presentation/service provider alliances will be
built, allowing CRP to offer complete start-to-finish event planning and
implentation.

4.0 Financials
This section will offer a financial overview of Corporate Retreat Professionals as
it relates to the marketing activities. CRP will address break-even analysis,
sales forecasts, and how they link to the marketing strategy.

Page 10
Corporate Retreat Professionals
4.1 Break-even Analysis
The Break-even Analysis indicates that $13,129 will be needed in monthly revenue
to achieve the Break-even point.

Break-even Analysis
$10,000

$5,000

$0

($5,000)

($10,000) $0 $4,800 $9,600 $14,400 $19,200 $24,000

Monthly break-even point


Break-even point = where line intersects with 0

Table 4.1: Break-even Analysis Break-even Analysis: Monthly Units Break-even


Monthly Sales Break-even Assumptions: Average Per-Unit Revenue Average Per-Unit
Variable Cost Estimated Monthly Fixed Cost 22 $13,129 $600.00 $175.00 $9,300

4.2 Sales Forecast


CRP will, for the most part, be using the sale strategy of personal selling. With
his five years of consulting for larger corporations, Geoff has formed
relationships throughout the business community, and will leverage these
relationships into an initial client base. Once things get rolling and CRP has
developed some satisfied clients, Geoff will be building additional relationships
with his network of friends generated through the Chambers of Commerce and trade
shows. Geoff's spiel to prospective customers will be based on the high level of
service offered and cost advantages by going with CRP. The cost savings can be
quantified and shown to the customer while the higher level of service can be
guaranteed as well as communicated through testimonials from satisfied clients.
The website will be utilized as a powerful communications tool, supplying
introductory information to prospective customers, providing an avenue for
questions and answers, as well as presenting more specialized information such as
cost estimates and event proposals. Page 11
Corporate Retreat Professionals
The first month will be spent setting up the office. It is unlikely that there
will be any sales activity within the first two months. During the first and
second month, Geoff will be developing some systems to provide a template for
future event planning. Once this is set up CRP should be able to process customer
service requests rather easily. The third month will see some sales activity
trickle. It will not be until the fifth month that things will really kick in.
During months six through 12 sales will steadily increase, and this increase
should continue well into year two.

Monthly Sales Forecast


$16,000 $14,000 $12,000 $10,000 $8,000 $6,000 $4,000 $2,000 $0 Jan Feb Mar Apr May
Jun Jul Aug Sep Oct Nov Dec

Large companies Small companies

Table 4.2: Sales Forecast Sales Forecast Sales Large companies Small companies
Total Sales Direct Cost of Sales Large companies Small companies Subtotal Cost of
Sales 2003 $58,764 $35,602 $94,366 2003 $2,938 $1,780 $4,718 2004 $122,547 $65,458
$188,005 2004 $6,127 $3,273 $9,400 2005 $135,855 $78,958 $214,813 2005 $6,793
$3,948 $10,741

Page 12
Corporate Retreat Professionals
4.3 Expense Forecast
The marketing expenses are budgeted so that they are fairly high during the first
quarter of operation, a strategy to develop visibility for the start-up
organization. After that the expenses will ramp up during certain months to cover
the costs of specific events such as different trade shows.

Monthly Expense Budget


$2,500

$2,000

$1,500

Website Networking

$1,000

Tradeshows

$500

$0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Table 4.3: Marketing Expense Budget Marketing Expense Budget Website Networking
Tradeshows Total Sales and Marketing Expenses Percent of Sales Contribution Margin
Contribution Margin / Sales 2003 $2,100 $2,950 $5,100 -----------$10,150 10.76%
$79,498 84.24% 2004 $1,200 $3,500 $7,000 -----------$11,700 6.22% $166,905 88.78%
2005 $1,200 $4,000 $9,000 -----------$14,200 6.61% $189,872 88.39%

5.0 Controls
The purpose of this marketing plan is to serve as a guide for the organization.
The following areas will be monitored to gauge performance: • • • • Revenue- Both
monthly as well as annual tracking. Customer satisfaction. Margins- A relative
comparison between the two types of services offered. Percentage of new business
relative to repeat customers.

Page 13
Corporate Retreat Professionals
5.1 Implementation
The following milestones identify the key marketing programs. It is important to
accomplish each one on time and on budget.

Milestones

Marketing plan completion

Website development

Trade show #1

Trade show #2

Trade show #3

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Table 5.1: Milestones Milestones Milestone Marketing plan completion Website


development Trade show #1 Trade show #2 Trade show #3 Totals Plan Start Date
1/1/03 1/1/03 4/1/03 7/1/03 10/1/03 End Date 2/1/03 2/1/03 4/30/03 7/31/03
10/30/03 Budget $0 $1,000 $1,500 $2,000 $600 $5,100 Manager Geoff Geoff Geoff
Geoff Geoff Department

5.2 Marketing Organization


Geoff Junket will be solely responsible for the initial marketing efforts. By the
end of the second quarter Geoff will receive assistance from members of his
management team as well as the possibility of help from interns.

Page 14
Corporate Retreat Professionals
5.3 Contingency Planning
Difficulties and risks: • Problems generating visibility. • The entry into the
Seattle market by an overly aggressive competitor. • A sudden boom in the economy
that encourages companies to take on projects that they would otherwise outsource.
Worst case risks may include: • Determining that the business cannot support
itself on an ongoing basis. • Having to liquidate equipment to cover liabilities.

Page 15
Appendix: Corporate Retreat Professionals
Table 4.2 Sales Forecast Sales Forecast Sales Large companies Small companies
Total Sales Direct Cost of Sales Large companies Small companies Subtotal Cost of
Sales Plan Jan $0 $0 $0 Jan $0 $0 $0 Feb $0 $0 $0 Feb $0 $0 $0 Mar $1,874 $1,255
$3,129 Mar $94 $63 $156 Apr $1,997 $1,458 $3,455 Apr $100 $73 $173 May $4,587
$2,547 $7,134 May $229 $127 $357 Jun $4,998 $2,754 $7,752 Jun $250 $138 $388 Jul
$5,354 $2,914 $8,268 Jul $268 $146 $413 Aug $6,874 $3,874 $10,748 Aug $344 $194
$537 Sep $7,445 $4,554 $11,999 Sep $372 $228 $600 Oct $7,963 $4,998 $12,961 Oct
$398 $250 $648 Nov $8,547 $5,347 $13,894 Nov $427 $267 $695 Dec $9,125 $5,901
$15,026 Dec $456 $295 $751

Page 1
Appendix: Corporate Retreat Professionals
Table 4.3 Marketing Expense Budget Marketing Expense Budget Website Networking
Tradeshows Total Sales and Marketing Expenses Percent of Sales Contribution Margin
Contribution Margin / Sales Jan $1,000 $300 $1,000 -----------$2,300 0.00%
($2,300) 0.00% Feb $100 $275 $0 -----------$375 0.00% ($375) 0.00% Mar $100 $250
$0 -----------$350 11.19% $2,623 83.81% Apr $100 $250 $1,500 -----------$1,850
53.55% $1,432 41.45% May $100 $200 $0 -----------$300 4.21% $6,477 90.79% Jun $100
$175 $0 -----------$275 3.55% $7,089 91.45% Jul $100 $200 $2,000 -----------$2,300
27.82% $5,555 67.18% Aug $100 $225 $0 -----------$325 3.02% $9,886 91.98% Sep $100
$250 $0 -----------$350 2.92% $11,049 92.08% Oct $100 $275 $600 -----------$975
7.52% $11,338 87.48% Nov $100 $300 $0 -----------$400 2.88% $12,799 92.12% Dec
$100 $250 $0 -----------$350 2.33% $13,925 92.67%

Page 2