A one page summary of your long-term, 3 to 5 year business plans

Create a shared understanding for your startup business launch or future business growth plans

Marketing Strategy and Planning Toolkit
This guide is part of a Toolkit with 6 other resources. Find out more?

Online Business Plan Summary Template

 Look Inside

Members may have noticed that we’re big fans of one-page marketing and business plan summaries! While detail is needed to make the business case for investment, the reality is that busy colleagues or clients often won’t get further than the summary, so this needs to be super-efficient.

This one-page summary works particularly well for smaller businesses and startups as a summary of a longer-term business plan needed for the launch of an online business, or to make the case for longer-term investment for growth. For existing businesses, it can focus on what online, direct-to-customer channels can deliver.

The purpose of the template is to give CLARITY on the future focus for a business by defining aims and strategy priorities. However, it also has a breakdown of critical tasks at the base that will help to make it more actionable.

About the Online Business Plan Summary Template

  • Author: Dave Chaffey
  • Format: One Page Plan Summary in Word document in a visual format as below for members to edit and then print as PDF. Contains one blank page and a complete worked example based on the complete marketing plan example of  our detailed 10 page ‘Party Central’ online marketing plan example.

What does this online business template include?

The template is in four sections covering:

  • 1. Statement of vision, business definition and aims. These sections help give a shared understanding on the future direction and purpose of the business.
  • 2. Change in focus. This summarises future changes in focus or behaviour needed to implement the strategy and hit the targets that follow.
  • 3. Financial targets. A top-level summary of yearly increments in sales and profit. Scope either for the business overall, or specifically for online channels.
  • 4. Business or marketing strategies. These are shorter term, e.g. for the coming year or 18 months. They can be structured around drivers of customer acquisition, conversion and retention, but can cover other elements of the marketing mix including proposition.


Look Inside the Online Business Plan Summary Template

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I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Marketing Strategy and Planning Toolkit

The Online Business Plan Summary Template is part of Smart Insights Marketing Strategy and Planning Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 6 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

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