A Business Plan Outline for a Gift Basket Business (Part 5)

V. The Marketing Plan (continued)

D. Marketing Strategy

Marketing Strategy is simply the methods that you intend to implement to achieve your Marketing goals for your gift basket business.  This section should include a discussion of:

• Method of Sales and Distribution (will you sell your gift baskets in stores, offices, kiosks, catalogs, via direct mail, your website or a combination of these?)

• Packaging (what are the quality considerations and packaging issues for your gift baskets?)

• Pricing (what is your pricing strategy and competitive position for your gift baskets?)

• Branding (will you develop a brand awareness for your line of gift baskets? If so, how?)

• Database Marketing (i.e. personalization of your leads - how will you accomplish this?)

• Sales Strategies (how will you gain business - direct sales? direct mail? Email? Affiliate programs? Reciprocal links?)

• Sales Incentives & Promotions (will you promote via samples? Coupons? online  promotions? other add-ons & rebates?)

• Advertising Strategies (what strategies will you employ? Traditional? Web/new media? Long-term sponsorships?)

• Public Relations (how will you promote your gift basket business? online presence? Special events? press releases? Interviews?)

• Networking (what memberships and leadership positions do you hold or intend to hold to promote yourself and your gift basket business to your target market?).

E. Customer Service Policies:

Describe your Customer Service Policies, why you have implemented them and how they will give your gift basket company a competitive advantage.  Outline what business benefits you expect your company will derive from these pollicies.


F. Implementation of Your Marketing Strategy:

Describe who will be responsible for implementing your Marketing Strategy within your gift basket company and exactly what these responsibilities will be.  Detail what aspects of your Marketing Strategy you intend to contract out.  Typically included in this list are advertising and public relations.  If you have identified the firms that will be completing this work for you, list them here.


G. Assessment of Your Marketing Strategy's Effectiveness:

This section of your gift basket Business Plan is used to periodically assess the relative success of any of the Marketing Tactics that you have used to achieve your Marketing Strategy goals.

Phyllis and Greg Sprout began their company, epicureanfoods.com, in July 1993.  They specialize in supplying hard-to-find gourmet foods and gift basket supplies to gourmet shops, gift shops and gift basket companies across North America. 

They have helped the founders of literally thousands of gift, gourmet food and gift basket companies start and grow their businesses.  Many of these companies remain excellent customers of epicureanfoods.com today.  They can be reached at phyllisandgreg@epicureanfoods.com.