What to Include
This section explains how you plan to acquire customers, build brand awareness, and grow revenue. It should show that you’ve thought deeply about templatesyour target audience and how to reach them effectively.
Core Elements:
- Target Customer Segments: Who are they? Demographics, psychographics, job titles, etc.
- Buyer Personas: Brief, fictional profiles of your typical users.
- Customer Journey: From discovery to purchase and retention.
- Marketing Channels: Digital ads, SEO, content, partnerships, events, etc.
- Sales Strategy: Inbound vs outbound, direct sales vs self-service, etc.
- Partnerships & Distribution: Platforms, referral networks, affiliate programs.
- Launch Plan: Timeline and goals for your initial market entry.
- KPIs & Metrics: CAC, conversion rates, retention, ROAS.
Where to Source the Information
- Customer Research: Surveys, interviews, feedback from pilot users
- CRM or waitlist data: Leads, interest, and interaction points
- Market Reports: Analyst insights on which channels work for your vertical
- Competitor analysis: Observe how competitors acquire customers
How to Analyze
- Identify which channels are cost-effective and scalable.
- Estimate CAC and compare to LTV (lifetime value).
- Map each marketing activity to a stage in the funnel (Awareness → Consideration → Conversion → Retention).
Format and Structure
Recommended Layout:
- Overview Paragraph
- One short paragraph summarizing your approach.
- Table of Target Segments
- Channel Strategy Breakdown
- Bullet points or subheaders by channel
- Funnel Diagram or Flowchart
- Visual aid showing how leads become customers
- Launch Timeline
- A Gantt chart or simple milestone list
- Key Metrics Table
- Include estimated values for CAC, LTV, churn, etc.