Creating a marketing plan is one of the most important steps a new business owner can take—but it’s also the step most entrepreneurs feel unsure about. What belongs in the plan? How detailed does it need to be? What actually matters in the early stages?

This guide breaks it down clearly.
Whether I’m helping a friend with her new venture or building a plan for my own projects, I rely on a structure that is simple, practical, and actionable.

By the end, you’ll have:

• a clear framework anyone can follow, covering the 8 essential steps:

  1. Start With a Simple Business Snapshot

  2. Identify the Target Customer

  3. Define Positioning & Value Proposition

  4. Set Clear Marketing Goals

  5. Build the Core Marketing Strategy

  6. Choose the Right Marketing Tactics

  7. Budget & Resources

  8. Define Success Metrics (KPIs)

• examples you can model

• a one-page template you can copy

• practical steps that work in real new businesses

Let’s get into it.

1｜Start With a Simple Business Snapshot

Whenever I create a marketing plan, I always begin with a one-page snapshot that clarifies the essentials:

• What the business sells

• Who it sells to

• What problem it solves

• What makes it better or different

Example (Handmade Candle Shop):
A home-based candle brand offering natural, eco-friendly candles for customers who want clean scents without chemical additives.

A clear snapshot becomes the anchor for every decision that follows.

2｜Identify the Target Customer

Before choosing channels or writing content, I define exactly who the business wants to reach.

I break this down into:

• Demographics: age, income, location

• Psychographics: lifestyle, values, interests

• Pain points: frustrations, unmet needs

• Where they spend time: Instagram, TikTok, YouTube, Google, local shops

Example:
Young adults (25–35) who value wellness, enjoy small-batch goods, and prefer natural home items.

Once the audience becomes specific, everything else becomes easier—messaging, channel choices, even product decisions.

3｜Define Positioning & Value Proposition

This part answers the question:

“Why should someone choose this business instead of a competitor?”

My go-to formula:

We help [customer] achieve [desired outcome] by offering [unique benefit] unlike [main alternative].

Example:
“We help wellness-focused shoppers create a cleaner home environment by offering toxin-free candles unlike mass-market scented brands.”

Positioning isn’t about being everything to everyone—it’s about owning one clear space in the customer’s mind.

⚡ The L.A.U.N.C.H. Snapshot (My Internal Method)

When I guide new founders, I often structure the entire plan around this internal checklist:

L — Lay the foundation (Snapshot + Customer)
A — Audience insight (What they want, where they are)
U — Unique positioning (Why this brand matters)
N — Numbers as goals (Measurable, time-bound targets)
C — Channel & content (Where and how we show up)
H — Habits of execution (Consistent actions that compound)

This framework keeps the plan grounded and prevents overwhelm.

4｜Set Clear Marketing Goals

A marketing plan without measurable goals is just hopeful thinking.

I typically set three 60–90 day goals such as:

• reach 500 Instagram followers

• get 100 email subscribers

• acquire 50 customers

• hit $5,000 in revenue

• collect 10 customer reviews

Clear goals provide direction and eliminate decision fatigue.

5｜Build the Core Marketing Strategy

Strategy comes before tactics. I define four components:

Audience Strategy

Who we want to reach first.

Message Strategy

What we want them to understand and remember.

Channel Strategy

Where we will reach them (Instagram, TikTok, email, search, partnerships, etc.).

Content Strategy

The three content buckets I use most often:

1. Educational — how-tos, benefits, tutorials

2. Behind-the-scenes — process, story, making

3. Product-driven — launches, bundles, promotions

A solid strategy keeps the brand consistent and focused.

6｜Choose the Right Marketing Tactics

Tactics turn strategy into action.
Here’s the table I often build with new founders:

This removes the uncertainty around “What should I actually do?”

7｜Budget & Resources

A simple, effective early-stage budget:

• 40% content creation

• 30% optional small ad tests

• 20% tools or software

• 10% partnerships or events

If the budget is tight:

Start organic → Test → Scale → Invest.

8｜Define Success Metrics (KPIs)

I track four KPI categories:

• Awareness: reach, impressions, website traffic

• Engagement: likes, comments, email opens, saves

• Conversion: sales, add-to-cart, discount code usage

• Retention: repeat purchases, subscription renewal

Tracking KPIs turns marketing into a system instead of guesswork.

9｜One-Page Marketing Plan (Copy-Ready Template)

My go-to structure:

• Snapshot

• Customer

• Positioning

• Goals

• Strategy

• Tactics

• KPIs

If a founder can fit the plan on one page, it becomes clear, usable, and motivating.

10｜Case Study: How I’d Build the Plan for My Friend Emily

If Emily came to me to launch her small-batch candle brand, here’s exactly how I would structure her plan:

Snapshot:
Natural soy candles for wellness-minded shoppers.

Customer:
25–35, prioritizes clean ingredients, loves artisanal goods.

Positioning:
Modern, toxin-free candles for cleaner, calmer home environments.

Goals (first 90 days):

• 500 Instagram followers

• $1,000 in first-month revenue

• 100 email subscribers

Strategy:

• Instagram + TikTok + two boutique partnerships

• Messaging around “clean ingredients, clean home”

• Educational + behind-the-scenes + product content

Tactics:

• 3 reels weekly

• Two shop placements

• IG + website signup incentives

KPIs:
Engagement rate, website traffic, conversion rate, repeat purchases.

Common Mistakes New Entrepreneurs Make

• setting vague goals like “get more sales”

• trying every marketing channel instead of choosing a few

• focusing too much on product, not enough on customer insight

• not allocating a proper budget

• not tracking results (the biggest mistake)

Avoid these, and the plan becomes far more effective.

FAQs

What should a marketing plan for a new business include?
A snapshot, customer insights, positioning, goals, strategies, tactics, budget, and KPIs.

What are the basic steps?
Understand your customer → define positioning → set goals → choose channels → outline tactics → track KPIs.

Do I need a marketing plan if I’m just starting out?
Yes—clarity saves you time and money.

Can I create a marketing plan with no budget?
Absolutely. Organic content and partnerships can take you surprisingly far.

Conclusion

A strong marketing plan doesn’t need to be complicated.
It simply needs to be:

• clear

• actionable

• measurable

• aligned with the customer

If your friend follows these steps, she’ll avoid the chaos most new entrepreneurs face—starting her new business with clarity, direction, and confidence.