Marketing Plan

From OSGeo
Jump to navigation Jump to search

Deadlines and Timetable

Just an Idea... please tell us if these dates are viable

Marketing Plan Outline

Executive Summary

The Challenge

Situation Analysis

Organization Analysis

  • Mission Statement
  • Vision Statement
  • Value Statement
  • Culture
  • Strengths
  • Weaknesses
  • Market share

Customer Analysis

  • How many?
  • Who are they?
  • What drives them to OSGeo?
  • What areas of OSGeo are more atractive to the largest number of people?

Competitor Analysis

  • What is a competitor for OSGeo?
  • Who are they?
  • Where are we in relation to them?
  • Strengths
  • Weaknesses
  • Market share


  • Developers, voluntaries, employees, etc.


Macro-environmental PEST analysis

  • Political and legal environment
  • Economic environment
  • Social and cultural environment
  • Technological environment

Business Environment SWOT Analysis

A SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of the environment around OSGeo. To complete this it is important to organize the environmental factors as follows:

  • OSGeo's internal attributes (classified as strengths and weaknesses).
  • OSGeo's external environment (presents opportunities and threats).

Market Segmentation

Divide OSGeo's markets as follows:

  1. Segment 1
    • Description
    • Percent of the market
    • Characteristics of this segment (What their interests in OSGeo are)
    • How they use OSGeo
    • Support requirements (How can they be stimulated)
    • How to reach them
  2. Segment 2
    • Same as segment 1

Alternative Marketing Strategies

A place to discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.

Selected Marketing Strategy

Discuss why the strategy was selected, list the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.

  • Product
    • Brand name
    • Quality
    • Scope of product line
    • Warranty
    • Packaging
  • Price / Sponsoring (How can this be applied for OSGeo?)
    • List price
    • Discounts
    • Payment terms and financing options
    • Leasing options
  • Distribution (Place)
    • Who are the distributors?
    • How do we classify them?
    • Where are they located?
    • Logistics, including transportation, warehousing...
  • Promotion
    • Advertising, including how much and which media
    • Public relations
    • Promotional programs
    • Budget; determine break-even point for any additional spending
    • Projected results of the promotional programs

Short & Long-Term Projections

The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.



Calculations of market size, commissions, profit margins, break-even analyses, etc