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THE MARKETING PLAN IMPROVING YOUR COMPETITIVE EDGE A Marketing Plan is a written strategy for selling the products/services of a new business.. Historical Background Give the reader an indication of where your business idea originated, citing the date you began researching into the idea, the existence of any mentors or advisors, the scope of your business (the specific of what the business "does"), and opportunities for expansion.. Marketing Goals and Objectives To introduce this section, include the "mission statement" of the business an idea of what its goals are for customers, clients, employees and the consumer, then proceed with: Sales Objectives Compare your prospects for future sales with either past performance, or a general industry performance report.. Threats List the external threats to your business success, such a existing and newly emerging competitors, performance of the overall economy, and your dependency on other businesses such as suppliers, retailers and distributors for market access and support.. For newspapers and other print mediums, consider the level at which you wish to advertise (local, regional, provincial, federal, cross-national, etc.), in what mediums (trade magazines, professional, recreational, cultural, hobby, special interest, etc.), how often, and the timing of such advertisements (seasonal, special issues, etc.)..