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Sample Marketing Plan Business Overview MY PERSONAL GIFTS is targeted at the needs of the middle to upper class shopper with a gift list that is continually expanding, who has less and less time to shop, and who has high expectations about finding the perfect gifts for the special people in their life. We meet those needs through the creation of special, individualized gift contents that we're sure people will find "just right." Even the containers are specially designed to reflect the personality and interests of the recipient. MY PERSONAL GIFTS is a home-based business, located in Lockesburg, Arkansas. It is owned and operated by Mr. and Mrs. Business Owners, both of whom have substantial experience in the areas of business management, Internet marketing, professional shopping and creative design. MY PERSONAL GIFTS will do almost all sales through our web site, www.mypersonalgift.com. All of the shopping, assembling and basket and box making will take place in our studio and workshop in Plymouth, Massachusetts. Shipping will be done from our location in Lockesburg. MY PERSONAL GIFTS will maintain a strong Web presence with an online catalog and links to other shopping sites. We will have online displays of a selection of our boxes and baskets, giving potential customers an opportunity to see the range, variety, and uniqueness of our shopping baskets. We have each of our customers give us very complete and detailed information about the person they are buying the gift for, and we use that information to shop for the perfect gifts. We create gift boxes and baskets that are special, that will be received with joy and a certain wonder that the right gift can bring. Marketing Strategy The five primary marketing methods we will be using are web site promotion, print media advertising, Internet sources, such as links with other sites and selected e-mailing, word of mouth sales generation and return business, and displays at regional craft shows. MY PERSONAL GIFTS' marketing strategy relies on a variety of methods in order to maximize exposure and minimize expenditure. Effective utilization of the Internet and our web site will be a key factor in every marketing activity. It is our web site that provides the most immediate difference between MY PERSONAL GIFTS and competing gift sellers. In order to attract more visitors to the site, we have created links to other web sites that are also attractive to our potential customers. Through distribution of our online catalog in other sites, we create additional exposure. Another important element of the Internet marketing strategy is to buy access to users of search engines and also to utilize selective advertising at sites that are likely to be visited by a high concentration of people who fit our demographic requirements. We will also combine an internally kept database of contacts with an outgoing merged e-mail message highlighting our service and our unique offering. We will include some cost effective print advertising in metropolitan newspapers, periodicals selected for their use by people who are likely to be a demographic fit, and other targeted publications such as specialty newsletters. In all of this advertising the primary goal will be to drive traffic to our web site. Attendance as a vendor at local craft shows that attract large regional audiences is another element in the overall marketing strategy. Although we anticipate a small number of sales from this venue, the main purpose will be to familiarize a wider group with our service and create interest in visiting our web site. Finally, we will rely on simple positive word-of-mouth marketing. Every customer knows and talks to possibly hundreds of friends, family members, and work associates, all of whom have a potential need for our product. PERSONAL GIFTS will make the most of this highly effective marketing method by providing an exceptional customer buying experience and honest business practices. Through these techniques we are expecting to achieve in our first year of operation at least 12,900 web hits per month resulting in $250,000/month in product sales for $24,350/month profit. The overall pricing strategy of PERSONAL GIFTS relies on the high level of quality in the products we buy, diligent searching in the selection of the products, and the creation of individual and beautiful boxes or baskets for the finished gift. This value provided allows us to price on a "cost plus" basis, which also gives maximum control and choice to the customer.