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Marketing Plan

This section reveals the Company’s marketing strategies including distribution channels, branding, target
marketing, pricing strategy and customer service. Furthermore, the Company’s positioning statement, strengths,
weaknesses, opportunities and threats are presented.

SALES GOALS

Bamboo YogaPlay’s main sales goal is to attract guests to stay at the resort. If sales goals are met in terms of the
number of guests paying for accommodations, then the retail, restaurant, and services categories will also thrive.
Sales goals for Bamboo YogaPlay are heavily influenced by seasonality. The table below shows the total number of
rooms Bamboo YogaPlay expects to sell annually in each of its first 5 years.

In year 1, while Bamboo YogaPlay is undergoing construction and has only 3 rooms available, Bamboo expects to
fill a total of 306 rooms. After the expansion of Bamboo YogaPlay, sales are projected to increase dramatically.
These sales projections are based on competitors’ sales information. In year 2, the company expects to fill 2,904
rooms, at an average occupancy of 65% in the high season, and 40% in the low season. In year 3, Bamboo
YogaPlay expects sales to increase to 3,806 total rooms, with an average occupancy of 75% in the high season and
60% in the low season. In year 4, the Company expects growth to continue, with sales increasing to 4,296 total
rooms based on average occupancy of 85% in the high season and 70% in the low season. In year 5, Bamboo
YogaPlay expects sales to reach 4,680 total rooms, at an average occupancy of 90% in the high season and 75% in
the low season.

As Bamboo YogaPlay grows, the company will hold more and more retreats, including larger groups renting out a
portion or the entirety of the Bamboo YogaPlay facility. This will allow the Company to meet the growing sales
projections more easily.

MARKETING GOALS

Bamboo YogaPlay’s marketing plan will generate the level of interest they need to meet the sales goals listed
above. Historically, the Company has found that 20% of potential guests who inquire about staying at the hotel
actually become guests. Based on this conversion rate, the table on the following page shows the total number of
leads that Bamboo YogaPlay will need to meet their yearly sales goals.

POSITIONING

Bamboo YogaPlay caters to tourists and movement arts enthusiasts who are who are looking for adventure,
relaxation and creative exploration in an eco‐friendly paradise. Bamboo YogaPlay serves this need by providing an
environmentally friendly resort that offers a wide variety of yoga and other movement arts classes taught by some
of the world’s foremost experts, set in the paradise of a Costa Rican beach town. This is unlike other resorts in the
country that do not offer this combination of high quality service, eco‐friendly accommodations, amenities and
breathtaking location at the price Bamboo YogaPlay does.

SWOT

The following chart presents Bamboo YogaPlay’s strengths, weaknesses, opportunities and threats:

BRANDING

Bamboo YogaPlay wants customers to associate adventure, health, fitness, artistic expression, relaxation and fun
with their name and brand. The Company also wants to communicate the exotic environment and feel of the
resort while providing the yoga and movement arts focus. The name Bamboo YogaPlay clearly alludes to the
services offered, the fun and active nature of the resort and an aspect of nature and exoticness.

The Company’s tagline, “A Sanctuary for Living Artfully,” helps customers understand that by staying at Bamboo
YogaPlay, they will fully immerse themselves in a lifestyle of peaceful relaxation and artful experience.

PRICING STRATEGY

Bamboo YogaPlay will use a discount pricing strategy, offering a unique high‐end eco‐resort experience at a lower
price than their most similar competitors. The company will also incorporate vacation packages into their pricing,
allowing guests to purchase accommodations, classes, spa services, adventure tours and more for a discounted
package price.

Bamboo YogaPlay is also happy to use a custom pricing strategy for organizers of retreats. The Company will work
with retreat organizers to create custom retreat packages that include the specific accommodations, facilities and
services that they need for their group.

MARKETING STRATEGIES (PROMOTION & ADVERTISING)

Bamboo YogaPlay will hire a marketing agency to market and promote their services. Possible marketing
strategies include:

  • Listings on travel websites
  • Social Media
  • Online Advertising
  • Search Engine Optimization
  • Magazine Advertisements: Conscious Dancer Magazine, Origen Magazine, Yoga Journal
  • Local Phone Book and News Publications

Website: A well‐optimized website with proper site structure, page layout, and clear and easy navigation, along
with targeted keywords embedded throughout the site, will ensure proper search engine placement and
saturation. The Company’s website will be an important marketing asset. Along with Search Engine Marketing
and Search Engine Optimization, the Company’s site will be easily navigable and highly informative, serving as a
platform to generate new business.

Online Marketing and SEM (Search Engine Marketing): The Company will use Google AdWords in its online
marketing campaign as well as in‐depth Search Engine Marketing (SEM). SEM is a collection of online marketing
strategies aimed at improving a website’s ranking on the search results of today’s most popular search engines,
such as Google, Yahoo!, and Bing. SEM campaigns typically include the following strategies:

Search engine optimization (SEO): SEO is considered by most online marketers to be the cornerstone of
any successful SEM campaign. This form of marketing uses unpaid tactics to improve a site’s search
engine results ranking. Effective SEO entails the creation and regular maintenance of a website using
contextual language and proper HTML coding techniques, such as using keywords throughout the site’s
content and design that should call the site naturally from a search engine. The Company will continually
revisit SEO strategies to improve the organization’s search engine ranking.

Paid placement: Paid placement includes the terms Pay Per Click (PPC) and Cost Per Click (CPC). PPC
refers to advertisers paying websites to host their ads, with payment occurring only when the ads are
clicked. CPC refers to the amount of money advertisers pay search engines for each click.

Contextual advertising: This form of “smart advertising” displays ads in a reserved space to online viewers
depending on the content surrounding the ad. For example, if a user is checking his or her email and
several subject lines include content relating to woodworking, the reserved ad space might display an
advertisement for the Company.

Paid inclusion: Paid inclusion is a form of search engine marketing in which the advertiser pays the search
engine to be placed in its search index. These are often referred to as sponsored listings, appearing above
all the natural results of the search.

Social Media: Social media sites are the best and cheapest ways to create a buzz about a new business. Bamboo
YogaPlay will develop a social media presence via Facebook, LinkedIn, Twitter and other social networks in order to
establish a dialogue with customers and create a sense of community around the brand and the Company’s
stakeholders. Staying actively involved with the Company’s page, as well as reaching out and connecting with
companies and organizations with similar interests will be a great way to market the business.

Inbound Linking: When other websites, blogs, or social networks cite a company’s web pages, it brings credibility
to the business – particularly when the site referring to the business’s page is credible itself. Along with Search
Engine Optimization, the Company will pursue an inbound linking campaign to help its site achieve search engine
dominance.

E‐Newsletter: An e‐newsletter will serve as an outlet for the Company’s communications with its customers. The
newsletter will be informative, including industry news and updates, in addition to showcasing The Company’s new
products, services, and sales.

Blog Marketing: Blog marketing is a modern, innovative way to reach new audiences. By maintaining an
informative business blog, the Company will improve its link building, attract organic traffic with key phrases, and
encourage the viral marketing of its blog posts by readers.

Online Retargeting: The Company will invest in online retargeting services which will help it to advertise to the
innumerable clients who briefly visit its website but do not make a purchase. Potential customers will be followed
during their visits to other sites by advertisements for the Company, encouraging them to take another look.

Online Public Relations and Link Bait: The Company will focus on state‐of‐the‐art online public relations to bolster
brand awareness and trust. The Company will place industry tips, articles, promotions, and link bait on its site and
affiliated sites. Link bait is anything that can be posted on a website to increase buzz and visits: i.e. controversial
blog posts, celebrity interviews, breaking industry news, etc.

Viral Video Clips: The Company will post video clips on blogs and social networking sites using a popular online
video forum such as YouTube. Video clips are a chief facet of viral marketing campaigns and can catch the
attention of a vast audience of online viewers, acting as visual referrals for the brand.

Green Initiatives: The Company’s effort to reduce its carbon footprint will attract curious visitors as well as spur
word of mouth referrals. Practicing green business is not only a way for the Company to generate positive press
for itself and attract interested clients, but also a way to save on energy costs and provide customers with more
environmentally friendly options.

Local Print Media: The Company will create eye‐catching advertisements and distribute them to various local
media sources, including newspapers, weekly publications, community newsletters, and the local Yellow Pages.

Competitions: Competitions are a great way to engage market segments. This type of promotion taps into
people’s desire to be recognized and to compete with others. At the same time, competitions have a way of
promoting community and generate interest.

PUBLIC RELATIONS

Bamboo’s public relations strategy will be determined as part of the marketing strategy defined by the Company’s
marketing agency.

CUSTOMER SERVICE

Bamboo YogaPlay guarantees great service and hospitality by having staff on call 24 hours. Company Guidelines
are in place that detail how staff members should deal if various problems should arise. Those guidelines are
constantly updated and amended as needed. If a problem arises, it will be dealt promptly by any means of
communication through either the manager or owners directly. Bamboo YogaPlay will be able to evaluate
customer service initiatives by reading reviews and testimonials from actual customers, and then using their
feedback to continuously improve the system.

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Marketing Plan

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This section reveals the Company’s marketing strategies including distribution channels, branding, target marketing, pricing strategy and customer service. Furthermore, the Company’s positioning statement, strengths, weaknesses, opportunities and threats are presented.

Sales Goals

Bamboo YogaPlay’s main sales goal is to attract guests to stay at the resort. If sales goals are met in terms of the number of guests paying for accommodations, then the retail, restaurant, and services categories will also thrive. Sales goals for Bamboo YogaPlay are heavily influenced by seasonality. The table below shows the total number of rooms Bamboo YogaPlay expects to sell annually in each of its first 5 years.

Year 1
(pre-expansion)		 Year 2 Year 3 Year 4 Year 5
High 180 1560 1800 1944 2160
Low 126 1344 2016 2352 2520
Total 306 2904 3806 4296 4680

In year 1, while Bamboo YogaPlay is undergoing construction and has only 3 rooms available, Bamboo expects to fill a total of 306 rooms. After the expansion of Bamboo YogaPlay, sales are projected to increase dramatically. These sales projections are based on competitors’ sales information. In year 2, the company expects to fill 2,904 rooms, at an average occupancy of 65% in the high season, and 40% in the low season. In year 3, Bamboo YogaPlay expects sales to increase to 3,806 total rooms, with an average occupancy of 75% in the high season and 60% in the low season. In year 4, the Company expects growth to continue, with sales increasing to 4,296 total rooms based on average occupancy of 85% in the high season and 70% in the low season. In year 5, Bamboo YogaPlay expects sales to reach 4,680 total rooms, at an average occupancy of 90% in the high season and 75% in the low season.

As Bamboo YogaPlay grows, the company will hold more and more retreats, including larger groups renting out a portion or the entirety of the Bamboo YogaPlay facility. This will allow the Company to meet the growing sales projections more easily.

Marketing Goals

Bamboo YogaPlay’s marketing plan will generate the level of interest they need to meet the sales goals listed above. Historically, the Company has found that 20% of potential guests who inquire about staying at the hotel actually become guests. Based on this conversion rate, the table on the following page shows the total number of leads that Bamboo YogaPlay will need to meet their yearly sales goals.

Year 1 Year 2 Year 3 Year 4 Year 5
Leads per Month 128 1210 1586 1790 1950
Total Leads 1530 14500 19030 21480 23400

Positioning

Bamboo YogaPlay caters to tourists and movement arts enthusiasts who are who are looking for adventure, relaxation and creative exploration in an eco‐friendly paradise. Bamboo YogaPlay serves this need by providing an environmentally friendly resort that offers a wide variety of yoga and other movement arts classes taught by some of the world’s foremost experts, set in the paradise of a Costa Rican beach town. This is unlike other resorts in the country that do not offer this combination of high quality service, eco‐friendly accommodations, amenities and breathtaking location at the price Bamboo YogaPlay does.

SWOT Analysis

Strengths Weaknesses
  • Tropical region with only a 3‐10 degreetemperature change year round.
  • Close provimity to the beach and rainforest.
  • Environmentally friendly design and services.
  • The Bamboudque is a successful retail store with high‐quality product lines.
  • Experienced yoga and acdvity instructors.
  • Custom vacadon and retreat packages.
  • Low prices compared to similar compedtors.
  • Yoga and similar acdvides are growing in popularity.
  • Capital needed for expansion.
  • In an area not known for yoga.
  • Highly compeddve tourist locadon.
Opportunities Threats
  • Expanding to 16 rooms.
  • Large and growing Costa Rican tourism market.
  • Increased demand for green business pracdces.
  • Costa Rican government’s emphasis on environmental protection.
  • Added operadonal costs from fluctuadng exchange rates.
  • Seasonality & weather.
  • Growing levels of competition.
  • External threats such as politcal and economic stability in the region as well as in tourists’ home countries.

Branding

Bamboo YogaPlay wants customers to associate adventure, health, fitness, artistic expression, relaxation and fun with their name and brand. The Company also wants to communicate the exotic environment and feel of the resort while providing the yoga and movement arts focus. The name Bamboo YogaPlay clearly alludes to the services offered, the fun and active nature of the resort and an aspect of nature and exoticness.

The Company’s tagline, “A Sanctuary for Living Artfully,” helps customers understand that by staying at Bamboo YogaPlay, they will fully immerse themselves in a lifestyle of peaceful relaxation and artful experience.

Pricing Strategy

Bamboo YogaPlay will use a discount pricing strategy, offering a unique high‐end eco‐resort experience at a lower price than their most similar competitors. The company will also incorporate vacation packages into their pricing, allowing guests to purchase accommodations, classes, spa services, adventure tours and more for a discounted package price.

Bamboo YogaPlay is also happy to use a custom pricing strategy for organizers of retreats. The Company will work with retreat organizers to create custom retreat packages that include the specific accommodations, facilities and services that they need for their group.

Marketing Strategies (Promotion and Advertising)

Bamboo YogaPlay will hire a marketing agency to market and promote their services. Possible marketing strategies include:

Website

A well‐optimized website with proper site structure, page layout, and clear and easy navigation, along with targeted keywords embedded throughout the site, will ensure proper search engine placement and saturation. The Company’s website will be an important marketing asset. Along with Search Engine Marketing and Search Engine Optimization, the Company’s site will be easily navigable and highly informative, serving as a platform to generate new business.

Online Marketing and SEM (Search Engine Marketing)

The Company will use Google AdWords in its online marketing campaign as well as in‐depth Search Engine Marketing (SEM). SEM is a collection of online marketing strategies aimed at improving a website’s ranking on the search results of today’s most popular search engines, such as Google, Yahoo!, and Bing. SEM campaigns typically include the following strategies:

Search engine optimization (SEO): SEO is considered by most online marketers to be the cornerstone of any successful SEM campaign. This form of marketing uses unpaid tactics to improve a site’s search engine results ranking. Effective SEO entails the creation and regular maintenance of a website using contextual language and proper HTML coding techniques, such as using keywords throughout the site’s content and design that should call the site naturally from a search engine. The Company will continually revisit SEO strategies to improve the organization’s search engine ranking.

Paid placement: Paid placement includes the terms Pay Per Click (PPC) and Cost Per Click (CPC). PPC refers to advertisers paying websites to host their ads, with payment occurring only when the ads are clicked. CPC refers to the amount of money advertisers pay search engines for each click.

Contextual advertising: This form of “smart advertising” displays ads in a reserved space to online viewers depending on the content surrounding the ad. For example, if a user is checking his or her email and several subject lines include content relating to woodworking, the reserved ad space might display an advertisement for the Company.

Paid inclusion: Paid inclusion is a form of search engine marketing in which the advertiser pays the search engine to be placed in its search index. These are often referred to as sponsored listings, appearing above all the natural results of the search.

Social Media

Social media sites are the best and cheapest ways to create a buzz about a new business. Bamboo YogaPlay will develop a social media presence via Facebook, LinkedIn, Twitter and other social networks in order to establish a dialogue with customers and create a sense of community around the brand and the Company’s stakeholders. Staying actively involved with the Company’s page, as well as reaching out and connecting with companies and organizations with similar interests will be a great way to market the business.

Inbound Linking

When other websites, blogs, or social networks cite a company’s web pages, it brings credibility to the business – particularly when the site referring to the business’s page is credible itself. Along with Search Engine Optimization, the Company will pursue an inbound linking campaign to help its site achieve search engine dominance.

E‐Newsletter

An e‐newsletter will serve as an outlet for the Company’s communications with its customers. The newsletter will be informative, including industry news and updates, in addition to showcasing The Company’s new products, services, and sales.

Blog Marketing

Blog marketing is a modern, innovative way to reach new audiences. By maintaining an informative business blog, the Company will improve its link building, attract organic traffic with key phrases, and encourage the viral marketing of its blog posts by readers.

Online Retargeting

The Company will invest in online retargeting services which will help it to advertise to the innumerable clients who briefly visit its website but do not make a purchase. Potential customers will be followed during their visits to other sites by advertisements for the Company, encouraging them to take another look.

Online Public Relations and Link Bait

The Company will focus on state‐of‐the‐art online public relations to bolster brand awareness and trust. The Company will place industry tips, articles, promotions, and link bait on its site and affiliated sites. Link bait is anything that can be posted on a website to increase buzz and visits: i.e. controversial blog posts, celebrity interviews, breaking industry news, etc.

Viral Video Clips

The Company will post video clips on blogs and social networking sites using a popular online video forum such as YouTube. Video clips are a chief facet of viral marketing campaigns and can catch the attention of a vast audience of online viewers, acting as visual referrals for the brand.

Green Initiatives

The Company’s effort to reduce its carbon footprint will attract curious visitors as well as spur word of mouth referrals. Practicing green business is not only a way for the Company to generate positive press for itself and attract interested clients, but also a way to save on energy costs and provide customers with more environmentally friendly options.

Local Print Media

The Company will create eye‐catching advertisements and distribute them to various local media sources, including newspapers, weekly publications, community newsletters, and the local Yellow Pages.

Competitions

Competitions are a great way to engage market segments. This type of promotion taps into people’s desire to be recognized and to compete with others. At the same time, competitions have a way of promoting community and generate interest.

Public Relations

Bamboo’s public relations strategy will be determined as part of the marketing strategy defined by the Company’s marketing agency.

Customer Service

Bamboo YogaPlay guarantees great service and hospitality by having staff on call 24 hours. Company Guidelines are in place that detail how staff members should deal if various problems should arise. Those guidelines are constantly updated and amended as needed. If a problem arises, it will be dealt promptly by any means of communication through either the manager or owners directly. Bamboo YogaPlay will be able to evaluate customer service initiatives by reading reviews and testimonials from actual customers, and then using their feedback to continuously improve the system.

Bamboo YogaPlay Website Plan

Website Goals

Bambooyogaplay.com is Bamboo YogaPlay’s direct website for hotel information and reservation. It is an informative site about the boutique, accommodations, retreats and services as well as info on Sofiah Thom. Bamboo YogaPlay plans to expand their boutique by creating an online store for Bamboutique merchandise and products sold.

Website Marketing Strategy

Bamboo YogaPlay’s marketing strategy for their website includes search engine optimization, social media and strategic partnerships as outlined in the marketing strategies above.

Development Reqirements

Bamboo YogaPlay’s website will be managed and maintained by WebMark Web Design during the Company’s expansion and thereafter.

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Marketing Plan

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Sales Goals

During its first year, Vintage Home & Residential Care plans to have 3 long term residents. In its second year Vintage expects to bring in two additional residents, bringing the total to five long term residents.

Marketing Goals

Marketing goals for Vintage will be fairly modest. Due to the long term relationship Vintage expects with clients, and the limited capacity, there will not be a need for an intensive, ongoing marketing campaign. The marketing goal for the first year is to build a waiting list of 10 prospective new residents. This will be done so that when year two begins, two candidates will be pre-screened and selected from the waiting list that has been built throughout the course of the first year. If there is an unexpected vacancy level at any given time during its operations a more active marketing strategy may be implemented as needed.

Target Market

The Vintage Home & Residential Care target market includes senior citizens over the age of 60 that reside in the greater San Diego area. These customers are ones that need basic assistance with their daily routine. They are not critically ill, but may be on daily medication which will be administered by the facility. These people enjoy the company of others, and are currently living alone but would like to be part of an Adult Family. Vintages target market will also include more needy residents who may suffer from Alzheimers or Dementia and need continuous supervision.

Positioning

Vintage Home & Residential Care is a custom made assisted living home for elders who no longer prefer to, or are unable to live on their own. Vintage accepts individuals with either insurance or financial stability that may be ambulatory or non-ambulatory and that are in need of social interaction. Vintage provides an upscale six bedroom assisted living facility with a variety of activities available and a friendly environment in the comfort of a home setting. Unlike our indirect competitors located outside of Bonita, Vintage offers an ideal climate for elders which vary only a few degrees between seasons. Vintage also offers a private courtyard, gated pool and Jacuzzi, along with an array of activities available to our clients. Vintage stands out because of the ability to provide high quality care that you may find in larger assisted living facilities but is able to do so in a much more comfortable and homelier environment. Vintage strives to build customer satisfaction by giving the highest level of care to its clients possible and increase their quality of life.

SWOT Analysis

(see table below)

Strengths Weaknesses
Bonitas climate Board of Directors is heart led which can cause financial issues.
Well planned operations New to the business aspect of senior care
Large target market Limited room for growth
Private access to outdoors Construction Needs
Meditation area
Residence was purchased with Vintage concept in mind
Gated pool/Jacuzzi with chairlift
Raised flower beds
Staff has a personal calling to help others
Experience in caring for family members
Opportunities Threats
Population is living longer California laws and regulations
Baby Boomer generation reaching target age Many small competitors
Experienced Board of Directors Recession

Branding

In order to enforce a brand identity, Vintage wants customers to associate top notch hospitality, tranquility, and dependability with our name. Vintage wants people to think of trust, caring, and reliability when they hear our name. The way to get customers to associate these words with Vintage is to provide the highest possible level of care while building a reputable brand identity.

Logo and Tagline

Vintage Home and Residential Care Business Plan
The Vintage logo was designed to appear comforting while incorporating elements that reflect the owner. The grapes in the logo provide a symbolic representation of the owners name, Alice Smith. The main goal of the logo design is to have the comforting feel of an orchard type setting that Vintages clients will be immersed in during their stay.

The tagline was created in order to accompany the logo and enhance the brand. The goal to make people feel comfortable carries over from the logo to the tagline which is: Making you feel right at home. This tagline assures both the client as well as their loved ones that they will be taken care of as if it were their own home, which portrays the high level of care that will be provided at Vintage.

Pricing Strategy

Vintage will be executing a competitive pricing strategy with competitors around the Bonita area. Their pricing breakdown is as follows:

Product/Service Retail Price
Rate per guest-cover full services $3,500/month
Additional for private room $500/month
Additional hour/day ADLs $500/month
Incontinence Care/Supplies $300/month
Dementia Care $300/month
Transportation to Doctors $20/hour plus $4/mile
One Time-Preadmission Fee $2,000

Marketing Strategies (Promotion & Advertising)

Vintage Home & Residential Care plans to promote its business primarily through strategic partnerships and online marketing. Vintages website will offer a full description of the different services offered, pictures of the actual facilities, and information about the owner and the vision/mission of the home. In addition, Vintage will strategically place the home into a variety of web directory listings. Vintage will target several locations for promotional and advertising needs, as well as seeking strategic partnerships with companies such as:

Customer Service

Vintage will provide two resources for customer service. The first will be the most direct and immediate response which will be through the direct care staff whom will be on call to answer questions for guests at all times. Administrators will be available to answer questions from guests family or any other inquiries through the phone or by email.

Residents are encouraged to make any grievance known to the administrator of the facility as well as contact family members or other concerned party members. Occupants can also call the following numbers:

Community Care Licensing: (619) 767-2300

Adult Protective Services: (800) 510-2020

Ombudsman – Long term Care: (800) 640-4661

 

Website Plan

Website Goals

Vintage will provide an informational website for inquirers. This website will include a description of the business and list the types of services provided, photos of the actual facilities, as well as a background on the owner and mission/vision of the company. The main goal for the website is to give people a good understanding of what Vintage is all about, prior to contacting the home.

Website Marketing Strategy

Vintage will use basic marketing strategies for the website. This will include:

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Marketing Plan

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Marketing Goals

Go Green Yoga Mats marketing goals are to increase our website traffic by 15 percent each month. They plan for their sales on e-bay to have a similar increase, 15 percent per month.

Positioning

We will position our product as eco-friendly, high quality, and fashionable. “We are not the Wal-Mart of yoga mats.” We will build customer satisfaction through customer service, fast delivery, and high quality products.

SWOT

Business Plan SWOT Analysis

Branding

Ideal Customer Profile

Go Green Yoga Mats ideal customers are people that currently practice or plan to start practicing yoga. This group is made up of mostly women between the ages of 23-55, since they are the majority of the market. These consumers often make over $50,000 a year and are usually college graduates or have families. The consumers tend to practice yoga in order to bring them flexibility, stress relief, muscle tone and more. They are conscious of their effects on the environment and look to make a difference by purchasing more eco-friendly products. They are willing to do the research to find the best price and a company that they trust. These customers like the convenience of shopping online, but also the ability to get their questions answered when needed.

Core Message

Go Green Yoga Mats is a one-stop shop for eco-friendly yoga mats. Customers can compare the products and prices of the various brands they offer, and then choose which one to purchase. They will also use the website for additional information on yoga

Our green philosophy is not only represented by our selection of the best eco friendly mats but also by the foundations supported by our sales. For every Jade yoga mat we sell, the foundation Trees for the Future plants one tree. For every Manduka yoga mat sold, a donation is made to Off the Mat Into the World, a foundation that promotes taking lessons learned from yoga and applying them to help your local community and environment.

Distribution Channels

Business Plan SWOT Analysis

Sales Forecast

MONTHLY SALES GOALS
May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr
Traffic Goals 1,500 1,725 1,984 2,282 2,624 3,018 3,471 3,992 4,561 5,245 6,032 6,937
Conversion Rate .01 .01 .01 .01 .01 .01 .01 .01 .01 .01 .01 .01
# Sales 15 17 20 23 26 30 35 40 46 52 60 69
# Sales on E-bay 15 17 20 23 26 30 35 40 46 52 60 69
Total # Sales 30 34 40 46 52 60 70 80 92 104 120 138
Avg. Sale Amount $65 $65 $65 $65 $65 $65 $65 $65 $65 $65 $65 $65
Avg. Revenue $1,950 $2,210 $2,600 $2,990 $3,380 $3,900 $4,550 $5,200 $5,980 $6,760 $7,800 $8,970

Sales Funnel

Business Plan Sales Funnel

Pricing Strategy / Shippers

  Packages Wai Lana Kulae
Black Mat 71 Black Mat 85 ProLite Deluxe Yogi Eko 71 Eko 85 Beginner Green Enviromat Green Eco mat tpECOmat tpECOmat Plus
Wholesale cost $111 $141 $156 $107 $120 $59 $27 $36 $29 $35
Drop Ship fee $5 $5 $5 $5 $5 $5 $3 $3 $3 $3
Our total cost $121 $146 $161 $112 $125 $64 $30 $39 $32 $38
Customer price $199 $225 $275 $199 $225 $99 $45 $60 $39 $47
Profit $78 $79 $114 $87 $100 $35 $15 $21 $7 $9
Profit margin 39% 32.64% 39% 40.65% 41.3% 31.5% 27.27% 30% 14.28% 15.79%
Jade
Travel Mat Professional Mat 68 Professional Mat 74 Fusion Mat 68 Fusion Mat 74 XW Mat 68 XW Mat 74 Edge Collection Mat
Wholesale cost $23 $30 $33 $50 $55 $36 $39 $38
Drop Ship fee $5 $5 $5 $5 $5 $5 $5 $5
Our total cost $28 $35 $38 $55 $60 $41 $44 $43
Customer price $48 $60 $65 $100 $110 $72 $78 $75
Profit $15 $25 $27 $45 $50 $31 $34 $22
Profit margin 25.86% 35.71% 36% 40.91% 41.67% 37.80% 38.64% 29.33%
Manduka Bolder Mat Company
Black Yoga Mat 71″ Black Yoga Mat 85″ Pro Lite Mat Eko Mat 71″ Eko Mat 85″ Eko Lite Mat Boulder Mat Cosmic Breath Peace Prayer Fish Wish Go with the flow Turtle Flower Power
Wholesale cost $52 $69 $37 $35 $45 $21 $35 $35 $35 $35 $35 $35
Drop Ship fee $5 $5 $5 $5 $5 $5 $1 $1 $1 $1 $1 $1
Our total cost $57 $74 $42 $40 $50 $26 $36 $36 $36 $36 $36 $36
Customer price $85 $99 $68 $70 $89 $42 $49 $49 $49 $49 $49 $49
Profit $28 $25 $26 $30 $39 $16 $13 $13 $13 $13 $13 $13
Profit margin 29.5% 22.94% 34% 37.50% 39.4% 32% 22.41% 22.41% 22.41% 22.41% 22.41% 22.41%
  Natural Fitness
  Eco-yoga Mat Journey Fitness Professional Professional Extra long Divine
Wholesale cost $18 $26 $30 $37 $52
Drop Ship fee $5 $5 $5 $5 $5
Our total cost $23 $31 $35 $42 $57
Customer price $30 $40 $55 $60 $90
Profit $7 $9 $20 $18 $33
Profit margin 17.5% 18% 30.77% 25.71% 33%

Marketing Strategies

Goal 1 — Traffic Goals

To accomplish our traffic goals in November and December we will focus on both paid and unpaid online marketing tactics.

On Paid online advertising we will focus only on Google Adwords only. By using Adwords analytics we can monitor our impressions to clicks rate.

In terms of unpaid online marketing tactics, we will focus on SEO & blogging tactics. Future strategies could also involve Online PR, Social Media Strategies, & Viral Marketing Strategies.

Goal 2 — Conversion Rate

In the first few months we will be primarily focused on creating content and landing pages that match the users intent of arriving at the page. (Lower the bounce rate). Secondarily we will focus on converting the visitor to a sale by making the site easy to navigate, contain the correct information and highly visible calls to action.

Monitoring Results

Go Green Yoga Mats will monitor results through the following methods:

Customer Service

Go Green Yoga Mats has a customer service representative in place to take care of the majority of website and e-bay customer service needs. This person is in charge of handling consumer questions, whether through the company email (info@gogreenyogamats.com) or company phone number (1-800-783-6305). The consumer is kept in contact throughout the whole ordering process through email. Other customer service questions regarding the mats will be handled by Manduka and Jade Yoga customer service teams. In order to make sure delivery is quick Go Green Yoga Mats has an agreement with their suppliers that the products will be shipped out within 24 hours of receiving the order. The suppliers will send a confirmation with the tracking number to the intern when the item has been shipped. Go Green Yoga Mats asks their customers for feedback 2-3 weeks after their product has been received in order to make sure the process went smoothly and the consumers are satisfied.

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What is in a Business Plan: Marketing Plan (Part 8 of 11)

Time For Completion: Approximately 20-30 hours

Your Marketing Plan gives a complete picture of your marketing goals, strategies and tactics.

By answering many questions that will help your product reach your potential customers.

Some of the processes that you will go through when writing a Marketing Plan include: setting goals, creating your company’s brand, and choosing the marketing strategies that you will use to generate potential customers.

Whats in it?

A Marketing Plan contains many different parts. The first section of the Marketing Plan focuses includes sales goals, marketing goals, and creating a detailed a sales forecast that shows how you will reach your goals.

Then, you will use your research from previous sections of the plan to summarize your market position, as well as a list of your company’s strengths, weaknesses, opportunities, and threats. This information is then used to create your marketing strategy.

This includes a branding strategy, a list of distribution channels, a pricing and marketing strategy, and a customer service plan. Your branding strategy includes your current and ideal customer profile, your core message, your company name, and tag line.

Why its important

You may have a great product or service, but no product sells itself. In order to be successful, you need to create a well informed strategy for how to generate potential customers and sales.

Investors will analyze this section carefully to determine several things: Are your sales and marketing goals attainable? Is your budget large enough to fund your marketing strategies? Is your sales forecast calculated realistically and conservatively?

If these attributes check out, along with the other marketing fundamentals such as branding and positioning, you stand to gain a lot of confidence from investors.

After the Marketing Plan is complete, the next step is to create an Operations Plan. Remember, you can take a look at one of our sample business plans at any time.

 

Whether you have a question about your Marketing Plan or you’d like to discuss our business plan writing services, feel free to contact us for a free consultation!
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