Marketing plan template
Marketing & GrowthUpdated: November 7, 2026
A marketing plan doesn't need 40 pages. For most small businesses, one page that answers seven questions beats a long document nobody opens after week one.
One-page marketing plan template
| Section | Your answer |
|---|---|
| Goal (one, measurable, with a date) | |
| Audience (who, in one sentence) | |
| Problem you solve for them | |
| Positioning (why you, not the alternative) | |
| Channels (2–3 you can do well) | |
| Budget (money and hours per week) | |
| Calendar (key dates and campaigns) | |
| Metrics (how you'll know it's working) |
Example: neighborhood bakery, next 90 days
This example is fictional.
- Goal: 60 pre-orders a week for weekend cakes by the end of March.
- Audience: Families within a 15-minute drive who celebrate birthdays at home.
- Problem: Supermarket cakes feel generic; custom cake shops need a week's notice.
- Positioning: Custom-looking cakes with 48-hour ordering.
- Channels: Instagram (weekly cake reveals), a pre-order form linked in bio, flyers at two nearby schools.
- Budget: $300 a month for boosted posts; 4 hours a week for content.
- Calendar: Valentine's week, school spring fair, Mother's Day pre-orders open three weeks early.
- Metrics: Weekly pre-orders, form visits, cost per pre-order.
Common mistakes
- Five goals at once. Pick the one that matters most this quarter.
- Every channel. Being average on six platforms is weaker than being good on two.
- No budget for time. Content costs hours even when it costs no money.
- No review date. Put a monthly check in the calendar and change what isn't working.
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