Product Description (2.0 points) This section of the marketing plan describes the features of the product and its benefits for people in your target market. This is where you discuss the needs, desires, and fears of your target market and consider how you can use emotions to make your product's benefits most attractive.
Instruction: Write 1-2 short paragraphs about your product's features and benefits.

Competition Analysis (3.0 points)
In this section, you describe and analyze your company's competition. This includes direct competitors who offer very similar products, as well as indirect competitors who satisfy the same need or desire in a different way. This is also where you describe the competitive advantages your product has when compared to these competitors.
Instruction: Describe at least two other companies that are direct or indirect competitors to your company. Explain how you will differentiate yourself from them.

Brand Image Goals (2.0 points)
This section describes your company's current brand image, as perceived by your customers and potential customers. This is where you describe your goals for your brand image. Make a list of the main qualities you want people to associate with your brand. Describe the market positioning you want to achieve. How do you want your product to be positioned in people's minds, particularly in comparison to your competitors?
Instruction: Describe your brand image goals in 1-2 short paragraphs. Include at least two qualities that you want people to associate with your brand.

Financial Goals (2.0 points)
Set measurable marketing goals over a specific period of time, such as an increased number of customers, sales, or income.
Instruction: Decide how much monthly revenue you want the company to make from sales of the product six months from now, one year from now, and five years from now.

Other Marketing Goals (2.0 points)
You may have other marketing goals that you wish to measure.
Instruction: Describe at least one other marketing goal you would like to achieve. 1-3 sentences.

Marketing Message (4.0 points)
Describe the message you plan to communicate to your target market. This should be a focused message that explains the benefits of the product in a way that appeals to people's needs, desires, or fears.
Instruction: Write 2-3 short paragraphs about the marketing message you will use and why you chose this message. Why does it appeal to your target market?