A 40-page marketing plan is what a small business doesn't execute. What it executes is one page, taped to the wall, reviewed every month.
The 7 blocks
1. Objective (one) — the number marketing needs to move this quarter. "30 quote requests per month", not "increase visibility".
2. Audience — who buys, in one sentence. Role, company size, moment. If you have two very different audiences, that's two plans.
3. Positioning — the sentence: for [audience], we are the [category] that [difference], because [proof].
4. Channels (three at most) — where the audience is and what each channel does. E.g.: Instagram attracts, Google captures, WhatsApp closes. A channel without a role goes.
5. Calendar — what goes out on each channel, per week. A realistic cadence for whoever executes.
6. Budget — media spend + production + tools, per month. And who does what.
7. KPIs (three) — one per funnel stage: reach or visits, contacts, sales. Reviewed on the same day every month.
How to use it
Fill it in one afternoon. Execute for 90 days without changing strategy — changing every week is the most common mistake. At the end of the quarter, review the three KPIs and adjust one block at a time.
When to ask for help
When the plan is clear but there's no one to execute; when contacts grow and sales don't (a positioning or page problem); or when the company is entering a market it doesn't know.
Need this in your company?
Tell us what you need. Within one business day you'll get a direction — and, if it makes sense, a proposal.
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