MARKETING PLAN

Marketing Plan

Marketing Plan

This paper provides a sample marketing plan for an ISP Wireless firm called Grassroots Wireless Company Limited.

Executive Summary

Grassroots Wireless is an innovative start-up company that provides wireless broadband Internet connections to several Chicago neighborhoods. Utilizing Wi-fi technology and proprietary antennas and repeaters, Grassroots will be able to serve a large area with broadband Internet connections.

Grassroots was founded by Steve Teche. With a MBA and an undergraduate Computer Science degree, Steve has the skills to execute on this well-researched business plan. Steve spent two years in the PeaceCorps, which gave him not only an incredible and reasonable boost in confidence to accomplish a business venture, but also provided him with solid project management skills and experience.

The market for wireless broadband Internet connections is wide open. Demand for traditional broadband connections is surpassing conservative forecasts. The wireless market is even more exciting due to the significantly lower costs needed in terms of delivery infrastructure. As Grassroots' customer base grows, costs decrease through scales of economy, creating an even more compelling argument for Grassroots' existence.

Grassroots has targeted three distinct groups. The first is students, a market segment that uses the Internet the most and also have high expectations regarding the speed of the connection. The second group is professionals, people with disposable income, not a lot of excessive time on their hands, and a group that uses the Internet a fair amount, both personally as well as professionally. The last group that will be targeted is techies. This group is the early adopters of any type of technology and spend incredible amounts of time immersed in Internet technology.

Grassroots is a compelling business concept that leverages advances in technology and proprietary tools to offer a market need at below market prices. In addition to earning great margins with low infrastructure costs, margins increase as the customer base increases. This exciting business plan has a high likelihood of success with Steve Teche responsible for the execution of it. The business will earn modest profit s in year two, increasing exponentially in year three. Net profit is forecasted to be commensurate in years two and three.

Keys to Success

Practice disciplined growth.

Reach profitability by year two.

Ensure that the customer's needs are met and maintain a 90% customer retention ratio.

Objectives

Provide, fast, reliable, wireless Internet access.

Treat customers with the utmost respect.

Become profitable within two years.

Grassroots Wireless has been in operation since 2003 to offer an inexpensive, wireless broadband Internet connection to compete with DSL or cable offerings. Using Wi-fi technology, it is in expensive to setup a neighborhood network. The company was founded by Steve Teche. The firm relies on outside investors for the necessary start-up costs.

Market Analysis Summary

With in the last three years there has been a proliferation of broadband Internet connections. With so many people enjoying fast connections at work, they are no longer willing to deal with a dial-up connection at home. With the advent of Wi-fi technology, customers can now enjoy a fast connection with out having to lay expensive cables since the ...