With an Executive Summary you want to give an overview of what you will be layingout in your Marketing plan. Usually you want to write this after you have gone through and written the full plan so that you are just summarizing and you do not miss a piece of your Marketing plan. In this section using bullet point or charts can be helpful as well. Here is a brief example:
I. Executive Summary
For the past 10 years EJ Composite Building products has been striving to create a composite building material that withstands the test of time and is affordable to all homeowners on the market. In doing this we have over the past ten years made a small name for ourselves and the integral workings of our products. We are the only company with a polypropylene based material, and also a warranty that stands out above the others. We have been successful with integrating out product in 75% of the US Market and also a small percentage internationally. However now we would like to be involved in all states and push our market overseas as well, opening up so many more opportunities.
EJ Composite Building products offer a variety of building material, rails, deck boards, and fencing. We provide a resource for all outside building needs as well giving a resource of technical assistance when they need to build their deck or rail. Giving consumers a one stop shop for materials, technical help, and great customer service.
Homeowners are constantly looking for a building product that will have little to no maintenance and yet last for years to come. This product not only answers those requests but also gives the homeowner variety, durability, strength in their product. No company can say that they use all virgin plastics for their composite products except for ours, and the companies warranty is unrivaled in this market. Giving the company a one up on the competition, now that opportunity needs to be taken and put into a marketing campaign to pull in more consumers and create a true brand image for the company.
The demographic we want to reach are homeowners in the ages of 30-60 with higher than average income, due to the pricing on the composite materials. When researching what consumers are buying our product racial demographics are not helpful, however geographic location is. The marketing plan needs to be focused on areas where the product is most purchased and the states where we do not have a market as of yet need to be introduced to the product as well. With the surveys we have done, we have been told by homeowners and lumber yards that they are looking for a good customer service and technical help line, which will be provided as well.
Speaking with the lumber yards and building material distributors we have found that what they need is training on the product to allow for a better knowledge base to allow for easier selling. They also stated if we discount material on our end for selling purposes they would agree to discount the material for the consumer. Allowing people that would not normally purchase the product the chance to do so, and for the awareness of the product to grow and become more of a household name.
Composite materials have become one of the most popular products for builders and the higher income demographic due to the lack of maintenance needed and durability. Out of the surveys we have done in the target market there was a 90% interest in composite materials.
There is currently one plant for this product based in Kansas City, MO making us central for any shipping needs. The product is sold directly to distributors and dealers only not directly to the homeowners, due to shipping concerns, and overhead issues.
All of the products are made within the plant we do not have to resource out for any of the products. The products will be all inclusive, railing and decking will come with hardware color matched to the products themselves, creating a more cohesive look. These products will give homeowners a deck/rail that looks like wood but takes less maintenance, and lives so much longer than a lumber product would.
Based on the market and that we have been in business for 10 years already we are looking to do two things. The first is strengthening the products name and image, and secondly will be to increase profits over the next year. With the focus solely on gaining more exposure and becoming more the company that consumers really trust, we will gain brand loyalty which should boost our sales significantly.