A matryoshka doll, 

also known as a Russian nesting doll, is a set of wooden dolls of decreasing

size placed one inside another. The true artistry in these dolls is seeing that with size scaling, there
is no detail lost. It is a beautiful scaled version of the original doll.

Like these dolls,  a comprehensive marketing plan can be scaled from larger to smaller, more
specific contexts without losing quality. The problem is, scaling comes with major challenges:
coordinating different teams, managing priorities, resources and metrics in an effective way that is
appropriate for the business size.

So, if it’s your job to put together a marketing plan and you feel a bit overwhelmed, не беспокойся!
(do not worry!). You can take most marketing plan samples and scale them to your specific
business needs, audiences and strategies.

In this article, I will give you a detailed break down of a marketing plan sample I created that can
inspire you to take a marketing plan template (ahem maybe even ours) and scale it to your
business marketing efforts.

Now, let’s stack, scale and get down to business!

Marketing Plan Sample

The scale of your marketing plan will greatly depend on the purpose or type of business it is for. A
marketing plan will obviously be different for a local coffee shop than a thriving corporation like
Coca-Cola. Regardless of the size or audience, a marketing plan should never lose detail and
quality…just like the Russian nesting doll.
Keep in mind that everything should be customized for your business scale and marketing needs.
Do not feel like there is a one size fits all approach! So, to help you see how to scale a marketing
plan sample, let’s give you an idea of the type of content you could include for businesses of all
sizes!

Small Business: “FREE PEOPLE

COFFEE & BAR: A PLACE TO BE
HUMAN”
In this article, I have chosen to fill out our Disruptive Marketing Plan template for a made-up
business I created called “Free People Coffee & Bar.” I will walk you through the things I needed to
think about when trying to build my new “social spot” up in the San Francisco area!

Executive Summary

Although this is a more formal part of your marketing plan template, this will be the “organizer” of
the plan that summarizes your marketing plan.

Make sure each section has a clear heading that is easy to understand as well as a tight and
precise description of what that section includes. At a glance, a reader should understand exactly
what the section is about! In my example, you can see that I went through and create tight
descriptions on what the sections will be about so people can flip through the marketing plan
quickly.
You can create a list as I did above, or another option is to create a well thought out paragraph
that envelops your marketing plan as a whole like below.

Products and Services

In this section, you will want to list the many values that you bring to your potential customers—
whether it’s products, services or experience. In my example, I wanted to think about how my
products and atmosphere helped my potential customers have a different kind of social and dating
scene.
I will be offering quality beverages and small food items as well as social topic activities that allow
people to meet in a different kind of way. This structure made popular from the game, VERTELLIS,
will allow our potential customers to have a meaningful conversation with new people. In
comparison to other bars, ours will allow singles to have a different type of experience to meet and
talk to other singles in a softer-music, nicely-lit, socially-focused place.

Vision and Mission Statements

This is an important place for you to summarize and really hyper-focus what your business will
change, do, or offer potential customers.

What is your business value?

If you can’t explain in a few sentences why customers need your product, you do not have a value
proposition. Without a need, there is no incentive for customers to pay.

So, ask yourself, what do you think of your current value proposition? Can your existing business
model deliver? Do you have the right infrastructure in place and the appropriate resources for
delivering the value proposition?
In my example, we specifically state our desire/vision to make our community more social. Our
vision is to create a place where people can come to have a conversation and a place to facilitate
that conversation.

The mission goes further into that statement on HOW we will do that. We will create a community
bar and coffee shop that potential customers can come and enjoy a different type of bar scene. No
more loud bars, dark rooms and shallow relationship building. FREE PEOPLE allows people to be
human, connect and focus on experience supplemented with beverages and food. Like this, you
need to think of a vision of WHAT and then move to the mission statement of HOW.

Research and Analysis

In this section, you’ll want to report on a variety of market-related things that have an impact on
your overall marketing plan.

Competition

Research competitors, then analyze the following:

 Product attributes
 Pricing
 Marketing and promotion strategies
 Distribution channel and method
 Products or services offered

By doing this, you can “spy” on your competition, take notes on what they are doing with their
marketing efforts and then engineer your efforts to be better! By getting an insight into your
competitors, you can carve out a place for yourself in an industry because you took the time to be
unique and look at things differently than what is being done.

In my example of FREE PEOPLE, I was able to research some of the hottest bars in the San
Francisco area as well as single adult organizations that facilitate meetups.

In your research, like mine, not only see who your competition is but look for ways they keep
people coming back for more. For Charlie Chaps, it’s a great stand up bar that has a lot of hot and
funny talent coming in every week. For Bourbon and Branch, it is high-quality drinks at a
reasonable price with a fantastic view of the city. You too can find patterns, methods and
strategies your competition is doing and shape them to your own business.

Ask yourself the following questions:

 Who are the types of people I want to target?

 What keeps them coming back for more?
 What factors do they have that create interests?
 What is their price points?
 What are their connections?
 How do my competitors advertise to and connect with the community I want to target?

When you can pinpoint who your competition is and what makes them competitors, you can
perfect their practices for your own or do something radically different to drive different types of
traffic!

Competitive Advantage
So, taking the above competition analysis my coffee and bar house can offer a place for people to
meet in a comfortable, person-meeting environment. The basic market need is a place where
singles can meet new similar people.

FREE PEOPLE  uses a conversation system to enhance and facilitate singles meeting each other
instead of getting muffled through simple bar scene tactics of dark rooms, loud music and structure
not conducive to talking and meeting. We will also offer social community conversations where
those who are politically, religiously or personally active can come and have community group
discussions with local leaders.

We also offer people products they can take home to promote our social structure outside of our
facility. We create question packs that allow buying customers to take this social structure we
promote to their homes.

As a community coffee and bar house, it is our job to make our community a better place and to
feel more connected. Collectively we offer:

Food quality: The preference for higher-quality ingredients is being reinforced as customers are
being subjected to an increasing number of options. We keep it simple and always changing to
maintain interest. We have also found a price point that is competitive with our competitors.

A matryoshka doll, also known as a Russian nesting doll, is a set of wooden dolls of decreasing size
placed one inside another. The true artistry in these dolls is seeing that with size scaling, there is no
detail lost. It is a beautiful scaled version of the original doll.

Like these dolls, a comprehensive marketing plan can be scaled from larger to smaller, more specific
contexts without losing quality. The problem is, scaling comes with major challenges: coordinating
different teams, managing priorities, resources and metrics in an effective way that is appropriate for
the business size.
So, if it’s your job to put together a marketing plan and you feel a bit overwhelmed, не беспокойся!
(do not worry!). You can take most marketing plan samples and scale them to your specific business
needs, audiences and strategies.

In this article, I will give you a detailed break down of a marketing plan sample I created that can
inspire you to take a marketing plan template (ahem maybe even ours) and scale it to your business
marketing efforts.

Now, let’s stack, scale and get down to business!

Marketing Plan Sample

The scale of your marketing plan will greatly depend on the purpose or type of business it is for. A
marketing plan will obviously be different for a local coffee shop than a thriving corporation like Coca-
Cola. Regardless of the size or audience, a marketing plan should never lose detail and quality…just
like the Russian nesting doll.

Keep in mind that everything should be customized for your business scale and marketing needs. Do
not feel like there is a one size fits all approach! So, to help you see how to scale a marketing plan
sample, let’s give you an idea of the type of content you could include for businesses of all sizes!

Small Business: “FREE PEOPLE COFFEE & BAR: A PLACE TO BE HUMAN”

In this article, I have chosen to fill out our Disruptive Marketing Plan template for a made-up business
I created called “Free People Coffee & Bar.” I will walk you through the things I needed to think about
when trying to build my new “social spot” up in the San Francisco area!

Executive Summary
Although this is a more formal part of your marketing plan template, this will be the “organizer” of
the plan that summarizes your marketing plan.

Make sure each section has a clear heading that is easy to understand as well as a tight and precise
description of what that section includes. At a glance, a reader should understand exactly what the
section is about! In my example, you can see that I went through and create tight descriptions on
what the sections will be about so people can flip through the marketing plan quickly.

You can create a list as I did above, or another option is to create a well thought out paragraph that
envelops your marketing plan as a whole like below.

Products and Services

In this section, you will want to list the many values that you bring to your potential customers—
whether it’s products, services or experience. In my example, I wanted to think about how my
products and atmosphere helped my potential customers have a different kind of social and dating
scene.

I will be offering quality beverages and small food items as well as social topic activities that allow
people to meet in a different kind of way. This structure made popular from the game, VERTELLIS, will
allow our potential customers to have a meaningful conversation with new people. In comparison to
other bars, ours will allow singles to have a different type of experience to meet and talk to other
singles in a softer-music, nicely-lit, socially-focused place.

Vision and Mission Statements

This is an important place for you to summarize and really hyper-focus what your business will
change, do, or offer potential customers.

What is your business value?

If you can’t explain in a few sentences why customers need your product, you do not have a value
proposition. Without a need, there is no incentive for customers to pay.

So, ask yourself, what do you think of your current value proposition? Can your existing business
model deliver? Do you have the right infrastructure in place and the appropriate resources for
delivering the value proposition?

In my example, we specifically state our desire/vision to make our community more social. Our vision
is to create a place where people can come to have a conversation and a place to facilitate that
conversation.

The mission goes further into that statement on HOW we will do that. We will create a community
bar and coffee shop that potential customers can come and enjoy a different type of bar scene. No
more loud bars, dark rooms and shallow relationship building. FREE PEOPLE allows people to be
human, connect and focus on experience supplemented with beverages and food. Like this, you need
to think of a vision of WHAT and then move to the mission statement of HOW.

Research and Analysis

In this section, you’ll want to report on a variety of market-related things that have an impact on your
overall marketing plan.

Competition
Research competitors, then analyze the following:

Product attributes
Pricing
Marketing and promotion strategies
Distribution channel and method
Products or services offered
By doing this, you can “spy” on your competition, take notes on what they are doing with their
marketing efforts and then engineer your efforts to be better! By getting an insight into your
competitors, you can carve out a place for yourself in an industry because you took the time to be
unique and look at things differently than what is being done.

In my example of FREE PEOPLE, I was able to research some of the hottest bars in the San Francisco
area as well as single adult organizations that facilitate meetups.

In your research, like mine, not only see who your competition is but look for ways they keep people
coming back for more. For Charlie Chaps, it’s a great stand up bar that has a lot of hot and funny
talent coming in every week. For Bourbon and Branch, it is high-quality drinks at a reasonable price
with a fantastic view of the city. You too can find patterns, methods and strategies your competition is
doing and shape them to your own business.

Ask yourself the following questions:

Who are the types of people I want to target?
What keeps them coming back for more?
What factors do they have that create interests?
What is their price points?
What are their connections?
How do my competitors advertise to and connect with the community I want to target?
When you can pinpoint who your competition is and what makes them competitors, you can perfect
their practices for your own or do something radically different to drive different types of traffic!

Competitive Advantage
So, taking the above competition analysis my coffee and bar house can offer a place for people to
meet in a comfortable, person-meeting environment. The basic market need is a place where singles
can meet new similar people.

FREE PEOPLE uses a conversation system to enhance and facilitate singles meeting each other instead
of getting muffled through simple bar scene tactics of dark rooms, loud music and structure not
conducive to talking and meeting. We will also offer social community conversations where those
who are politically, religiously or personally active can come and have community group discussions
with local leaders.

We also offer people products they can take home to promote our social structure outside of our
facility. We create question packs that allow buying customers to take this social structure we
promote to their homes.

As a community coffee and bar house, it is our job to make our community a better place and to feel
more connected. Collectively we offer:

Food quality: The preference for higher-quality ingredients is being reinforced as customers are being
subjected to an increasing number of options. We keep it simple and always changing to maintain
interest. We have also found a price point that is competitive with our competitors.