Marketing Plan Template

One-Page Marketing Plan Template

This reference file contains everything you need to complete your 1-Page Marketing Plan: a blank template with fill-in prompts, two fully worked examples, and a guided planning exercise.

Table of Contents

1. The Blank Template
2. Worked Example 1: B2B SaaS (Project Management Tool for Creative Agencies)
3. Worked Example 2: Local Service Business (Premium Residential Cleaning)
4. Planning Exercise Guide
5. Checklist: One-Page Plan Complete

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The Blank Template

Print this, fill it in, and put it on your wall. This single page is your entire marketing strategy.

┌──────────────────────────────────────────────────────────────┐
│                        BEFORE                                 │
│                   (Target: Prospect)                          │
├────────────────┬───────────────────┬─────────────────────────┤
│ 1. TARGET      │ 2. MESSAGE        │ 3. MEDIA                │
│ MARKET         │                   │                         │
│                │                   │                         │
│ My ideal       │ My USP:           │ Primary channel:        │
│ customer is:   │ _______________   │ _______________         │
│ ___________    │ _______________   │                         │
│ ___________    │                   │ Secondary channel:      │
│                │ Elevator pitch:   │ _______________         │
│ Their #1       │ "You know how     │                         │
│ problem is:    │ [target] struggle │ Budget per month:       │
│ ___________    │ with [problem]?   │ $_______________        │
│ ___________    │ We [solution] so  │                         │
│                │ they can          │ Target CAC:             │
│ PVP Score:     │ [outcome]."       │ $_______________        │
│ P:__ V:__ P:__ │                   │                         │
│ Total: __/30   │ Key differentiator│ Tracking method:        │
│                │ _______________   │ _______________         │
├────────────────┴───────────────────┴─────────────────────────┤
│                        DURING                                 │
│                     (Target: Lead)                            │
├────────────────┬───────────────────┬─────────────────────────┤
│ 4. CAPTURE     │ 5. NURTURE        │ 6. CONVERT              │
│ LEADS          │                   │                         │
│                │                   │                         │
│ Lead magnet:   │ Welcome sequence: │ Pricing model:          │
│ ___________    │ ___ emails over   │ _______________         │
│ ___________    │ ___ days          │                         │
│                │                   │ Core offer:             │
│ Opt-in page    │ Ongoing cadence:  │ _______________         │
│ URL:           │ _______________   │                         │
│ ___________    │                   │ Guarantee:              │
│                │ Content types:    │ _______________         │
│ CRM:           │ _______________   │ _______________         │
│ ___________    │ _______________   │                         │
│                │                   │ Top objections:         │
│ Target opt-in  │ Channels:         │ 1. _______________      │
│ rate: ___%     │ _______________   │ 2. _______________      │
│                │ _______________   │ 3. _______________      │
│ Speed-to-lead: │                   │                         │
│ ___ minutes    │ Value:ask ratio:  │ Close rate target:      │
│                │ ___:1             │ ___%                    │
├────────────────┴───────────────────┴─────────────────────────┤
│                         AFTER                                 │
│                    (Target: Customer)                         │
├────────────────┬───────────────────┬─────────────────────────┤
│ 7. EXPERIENCE  │ 8. LIFETIME       │ 9. REFERRALS            │
│                │ VALUE             │                         │
│                │                   │                         │
│ Top 3 moments  │ Current LTV:      │ Referral trigger:       │
│ of truth:      │ $_______________  │ _______________         │
│ 1. __________  │                   │                         │
│ 2. __________  │ Ascension model:  │ Referrer gets:          │
│ 3. __________  │ Entry: $________  │ _______________         │
│                │ Core:  $________  │                         │
│ NPS target:    │ Premium: $______  │ Referred gets:          │
│ ____           │                   │ _______________         │
│                │ LTV:CAC ratio:    │                         │
│ Wow factor:    │ ____:1            │ # of partnerships:      │
│ ___________    │                   │ ____                    │
│ ___________    │ Retention rate    │                         │
│                │ target: ___%      │ Referral tracking:      │
│ Tribe/         │                   │ _______________         │
│ community:     │ Reactivation:     │                         │
│ ___________    │ _______________   │ Monthly referral        │
│                │                   │ target: ____            │
└────────────────┴───────────────────┴─────────────────────────┘

Worked Example 1: B2B SaaS (Project Management Tool for Creative Agencies)

Company Context

TaskFlow is a project management SaaS built specifically for creative agencies (design studios, ad agencies, production houses). They have 200 customers, $40K MRR, and are looking to scale to $100K MRR in 12 months.

The Completed 1-Page Plan

┌──────────────────────────────────────────────────────────────┐
│                        BEFORE                                 │
│                   (Target: Prospect)                          │
├────────────────┬───────────────────┬─────────────────────────┤
│ 1. TARGET      │ 2. MESSAGE        │ 3. MEDIA                │
│ MARKET         │                   │                         │
│                │                   │                         │
│ Creative       │ USP: "The only    │ Primary: Google Ads     │
│ agencies       │ project mgmt tool │ (search: "project       │
│ (design, ad,   │ built for creative│ management for          │
│ production)    │ workflows — not   │ agencies")              │
│ 10-50 people   │ IT sprints"       │                         │
│ $1M-$10M rev   │                   │ Secondary: LinkedIn     │
│                │ Elevator pitch:   │ ads targeting agency    │
│ #1 problem:    │ "You know how     │ owners + content        │
│ Creative work  │ creative agencies │ marketing (blog + SEO)  │
│ doesn't fit    │ waste hours       │                         │
│ into generic   │ forcing creative  │ Budget: $8K/month       │
│ PM tools built │ work into tools   │                         │
│ for IT teams   │ built for IT? We  │ Target CAC: $800        │
│                │ built TaskFlow    │ (LTV $7,200 = 9:1)      │
│ PVP Score:     │ specifically for  │                         │
│ P:9 V:8 P:8   │ creative workflows│ Tracking: UTM params    │
│ Total: 25/30   │ so teams ship     │ + CRM source field +   │
│                │ work 40% faster"  │ "how did you hear"      │
├────────────────┴───────────────────┴─────────────────────────┤
│                        DURING                                 │
│                     (Target: Lead)                            │
├────────────────┬───────────────────┬─────────────────────────┤
│ 4. CAPTURE     │ 5. NURTURE        │ 6. CONVERT              │
│ LEADS          │                   │                         │
│                │                   │                         │
│ Lead magnet:   │ Welcome: 7 emails │ Pricing: Tiered         │
│ "The Creative  │ over 10 days      │ Starter $49/mo (1-5)    │
│ Agency Project │ (deliver guide,   │ Pro $149/mo (6-25)      │
│ Profitability  │ case study, tips, │ Agency $349/mo (26-50)  │
│ Calculator"    │ demo invite)      │ Enterprise: custom      │
│                │                   │                         │
│ Alt: 14-day    │ Ongoing: Weekly   │ Core offer: 14-day      │
│ free trial     │ "Creative Ops     │ free trial, no CC       │
│                │ Digest" newsletter│                         │
│ Opt-in page:   │                   │ Guarantee: "If you      │
│ taskflow.com/  │ Content: How-to   │ don't see a 20%         │
│ calculator     │ articles, agency  │ improvement in project  │
│                │ case studies,     │ delivery time in 60     │
│ CRM: HubSpot   │ workflow templates│ days, we refund 100%"   │
│                │                   │                         │
│ Target opt-in: │ Channels: Email + │ Top objections:         │
│ 30%            │ LinkedIn retarget │ 1. "Switching costs"    │
│                │ + blog            │ 2. "My team won't adopt"│
│ Speed-to-lead: │                   │ 3. "We already use X"   │
│ < 1 minute     │ Value:ask = 4:1   │                         │
│ (automated)    │                   │ Close rate target: 15%  │
├────────────────┴───────────────────┴─────────────────────────┤
│                         AFTER                                 │
│                    (Target: Customer)                         │
├────────────────┬───────────────────┬─────────────────────────┤
│ 7. EXPERIENCE  │ 8. LIFETIME       │ 9. REFERRALS            │
│                │ VALUE             │                         │
│                │                   │                         │
│ Moments of     │ Current LTV:      │ Trigger: After 90-day   │
│ truth:         │ $7,200 (avg $200/ │ NPS survey if score     │
│ 1. Onboarding  │ mo x 36 months)   │ is 9-10                 │
│ (concierge     │                   │                         │
│ setup call)    │ Ascension:        │ Referrer gets: 1 month  │
│ 2. First       │ Entry: $49/mo     │ free + "Agency Partner" │
│ project        │ Core: $149/mo     │ badge                   │
│ completion     │ Premium: $349/mo  │                         │
│ 3. First       │ Enterprise: $800+ │ Referred gets: Extended  │
│ support ticket │                   │ 30-day trial + free     │
│                │ LTV:CAC = 9:1     │ onboarding call         │
│ NPS target: 50+│                   │                         │
│                │ Retention target: │ Partnerships: 3         │
│ Wow: Personal  │ 92% annual        │ (design tool, stock     │
│ Loom from      │                   │ photo service, creative │
│ founder after  │ Reactivation:     │ staffing agency)        │
│ first week     │ 5-email win-back  │                         │
│                │ at 30 days post-  │ Tracking: unique links  │
│ Tribe:         │ churn with 2-month│ + CRM referral field    │
│ "Creative Ops" │ free offer        │                         │
│ Slack community│                   │ Monthly target: 10      │
│ + annual summit│                   │ referred trials         │
└────────────────┴───────────────────┴─────────────────────────┘

Worked Example 2: Local Service Business (Premium Residential Cleaning)

Company Context

SparkleHome is a residential cleaning company in Austin, Texas. They focus on premium cleaning for dual-income professional households. They have 150 recurring customers and want to grow to 300 within 12 months while maintaining premium pricing.

The Completed 1-Page Plan

┌──────────────────────────────────────────────────────────────┐
│                        BEFORE                                 │
│                   (Target: Prospect)                          │
├────────────────┬───────────────────┬─────────────────────────┤
│ 1. TARGET      │ 2. MESSAGE        │ 3. MEDIA                │
│ MARKET         │                   │                         │
│                │                   │                         │
│ Dual-income    │ USP: "The only    │ Primary: Google Ads     │
│ professional   │ cleaning service  │ ("house cleaning        │
│ households in  │ in Austin with a  │ Austin," "maid service  │
│ Austin, TX     │ 200% satisfaction │ Austin")                │
│ Income $150K+  │ guarantee — if    │                         │
│ Homes 2,000+   │ you're not happy, │ Secondary: Nextdoor     │
│ sq ft          │ we re-clean free  │ + neighborhood          │
│ Value time     │ AND refund you"   │ Facebook groups +       │
│ over money     │                   │ Google Business reviews │
│                │ Elevator pitch:   │                         │
│ #1 problem:    │ "You know how     │ Budget: $3K/month       │
│ Finding a      │ busy professionals│                         │
│ reliable,      │ can never find    │ Target CAC: $150        │
│ trustworthy,   │ cleaning that is  │ (LTV $4,800 = 32:1)    │
│ consistent     │ reliable AND      │                         │
│ cleaning       │ thorough? We use  │ Tracking: Call          │
│ service that   │ our 50-Point      │ tracking numbers per    │
│ they don't     │ CleanCheck system  │ channel + booking       │
│ have to manage │ to guarantee      │ source field            │
│                │ perfection every  │                         │
│ PVP Score:     │ time, so you get  │                         │
│ P:8 V:9 P:9   │ your weekends     │                         │
│ Total: 26/30   │ back"             │                         │
├────────────────┴───────────────────┴─────────────────────────┤
│                        DURING                                 │
│                     (Target: Lead)                            │
├────────────────┬───────────────────┬─────────────────────────┤
│ 4. CAPTURE     │ 5. NURTURE        │ 6. CONVERT              │
│ LEADS          │                   │                         │
│                │                   │                         │
│ Lead magnet:   │ Welcome: 5 emails │ Pricing: Premium        │
│ "Free Home     │ over 7 days       │ Bi-weekly: $250/visit   │
│ Cleaning       │ (deliver guide,   │ Weekly: $200/visit      │
│ Checklist:     │ intro to team,    │ Deep clean: $450        │
│ 50 Points the  │ customer story,   │ Move-in/out: $600       │
│ Pros Check     │ cleaning tips,    │                         │
│ Every Time"    │ booking invite)   │ Core offer: First       │
│                │                   │ clean 50% off when      │
│ Alt: Free      │ Ongoing: Bi-weekly│ you book recurring      │
│ estimate       │ cleaning and home │                         │
│ (in-home or    │ tips email        │ Guarantee: 200%         │
│ virtual)       │                   │ satisfaction — re-clean  │
│                │ Content: Seasonal │ free AND full refund    │
│ Opt-in:        │ cleaning tips,    │                         │
│ sparklehome    │ home org advice,  │ Top objections:         │
│ .com/checklist │ local Austin recs │ 1. "Too expensive"      │
│                │                   │ 2. "Trust/security"     │
│ CRM: Jobber    │ Channels: Email + │ 3. "They won't clean    │
│                │ SMS + Nextdoor    │    the way I like"      │
│ Target opt-in: │                   │                         │
│ 25%            │ Value:ask = 3:1   │ Close rate target: 40%  │
│                │                   │ (estimate to booking)   │
│ Speed-to-lead: │                   │                         │
│ 3 minutes      │                   │                         │
│ (auto SMS +    │                   │                         │
│ email)         │                   │                         │
├────────────────┴───────────────────┴─────────────────────────┤
│                         AFTER                                 │
│                    (Target: Customer)                         │
├────────────────┬───────────────────┬─────────────────────────┤
│ 7. EXPERIENCE  │ 8. LIFETIME       │ 9. REFERRALS            │
│                │ VALUE             │                         │
│                │                   │                         │
│ Moments of     │ Current LTV:      │ Trigger: After 3rd      │
│ truth:         │ $4,800 (avg $200/ │ clean if rating is 5/5  │
│ 1. First clean │ visit x biweekly  │ OR after any 5-star     │
│ (team intro,   │ x 24 mo)          │ Google review           │
│ walkthrough,   │                   │                         │
│ checklist      │ Ascension:        │ Referrer gets: $50      │
│ review)        │ Entry: Single $250│ credit per referral     │
│ 2. Post-clean  │ Core: Biweekly    │ (stacks unlimited)      │
│ quality check  │ $200/visit        │                         │
│ (same-day      │ Premium: Weekly   │ Referred gets: First    │
│ text: "How'd   │ $200 + quarterly  │ clean free (up to $250  │
│ we do? 1-5")   │ deep clean        │ value)                  │
│ 3. Service     │ Ultra: Weekly +   │                         │
│ recovery (if   │ laundry + fridge  │ Partnerships: 3         │
│ below 4, mgr   │ $350/visit        │ (real estate agents,    │
│ calls within   │                   │ interior designers,     │
│ 2 hours)       │ LTV:CAC = 32:1    │ property managers)      │
│                │                   │                         │
│ NPS target: 70+│ Retention target: │ Tracking: Referral      │
│                │ 88% annual        │ cards with QR codes +   │
│ Wow: Fresh     │                   │ "who referred you"      │
│ flowers on     │ Reactivation:     │ field on booking form   │
│ kitchen table  │ Handwritten card  │                         │
│ after first    │ + $100 off at 45  │ Monthly target: 8 new   │
│ clean          │ days post-cancel  │ customers from          │
│                │                   │ referrals               │
│ Tribe: Private │ Price increase:   │                         │
│ Facebook group │ Annual 5% with    │                         │
│ "SparkleHome   │ 30-day notice +   │                         │
│ Austin"        │ loyalty discount  │                         │
│                │ for 12mo+         │                         │
└────────────────┴───────────────────┴─────────────────────────┘

Planning Exercise Guide

Use this guided exercise to complete your own 1-Page Marketing Plan. Block 2-3 hours of uninterrupted time. Work through each square in order — they build on each other.

Phase 1: BEFORE (60 minutes)

Square 1: Target Market (20 minutes)

1. List 3-5 potential market segments you could serve
2. Score each on the PVP Index (Personal fulfillment, Value to marketplace, Profitability) from 1-10
3. Select the highest-scoring segment
4. Write a one-paragraph description of your ideal customer within that segment
5. Identify their number one problem in their own words
6. Fill in the Target Market square on your template

Prompt questions:

• "Who is my most profitable, most enjoyable-to-serve customer today?"
• "If I could only serve one type of customer for the next 5 years, who would it be?"
• "What specific problem keeps this person up at night?"

Square 2: Message (20 minutes)

1. Complete the "Only" statement: "We are the only _____ that _____ for _____."
2. Write your elevator pitch using the formula: "You know how [target] struggles with [problem]? We [solution] so they can [outcome]."
3. Identify your key differentiator (specialization, unique mechanism, bold guarantee, proprietary process, or underserved niche)
4. Fill in the Message square on your template

Prompt questions:

• "If a prospect asked 'Why should I choose you over [competitor]?', what would I say?"
• "What can I promise that no competitor would dare to?"
• "What do my best customers say about why they chose me?"

Square 3: Media (20 minutes)

1. List where your target market spends time (online and offline)
2. Score potential channels on audience presence, targeting precision, cost efficiency, measurability, and your expertise
3. Select one primary channel
4. Define your monthly budget and target CAC
5. Choose how you will track results
6. Fill in the Media square on your template

Prompt questions:

• "Where do my best existing customers say they found me?"
• "Which channel can I master before adding a second?"
• "What is the maximum I can afford to pay to acquire a customer?"

Phase 2: DURING (45 minutes)

Square 4: Capture Leads (15 minutes)

1. Choose your lead magnet format based on what your target market values most
2. Write the title and three bullet point benefits
3. Choose your CRM
4. Define your speed-to-lead process
5. Fill in the Capture Leads square

Prompt questions:

• "What is one thing I could give away that would make my target market think 'I need this'?"
• "What is the simplest, fastest thing I could create that delivers real value?"

Square 5: Nurture Leads (15 minutes)

1. Outline your welcome sequence (number of emails, timing, purpose of each)
2. Define your ongoing content cadence (frequency, content types)
3. List the channels you will use for nurturing
4. Set your value-to-ask ratio
5. Fill in the Nurture square

Prompt questions:

• "What does my target market need to know, believe, and feel before they are ready to buy?"
• "What stories and proof points build the most trust?"

Square 6: Convert (15 minutes)

1. Define your pricing model and tiers
2. Write your core offer (what they get, what it costs, what the expected result is)
3. Design your guarantee
4. List the top three objections and your responses
5. Set a close rate target
6. Fill in the Convert square

Prompt questions:

• "What is the prospect's biggest fear about buying?"
• "What guarantee would I need to offer to eliminate that fear completely?"
• "Am I charging enough to signal quality and sustain the business?"

Phase 3: AFTER (45 minutes)

Square 7: Experience (15 minutes)

1. Map the customer journey and identify 3 moments of truth
2. Design one "wow factor" moment
3. Set your NPS target
4. Define your tribe or community approach
5. Fill in the Experience square

Prompt questions:

• "At which point in the customer journey does the most churn happen, and what can I do about it?"
• "What would make a customer spontaneously tell a friend about their experience?"

Square 8: Lifetime Value (15 minutes)

1. Calculate your current LTV (or best estimate)
2. Design your ascension model (entry, core, premium, ultra-premium)
3. Calculate your LTV:CAC ratio
4. Set a retention rate target
5. Plan your reactivation approach for lapsed customers
6. Fill in the Lifetime Value square

Prompt questions:

• "What additional products or services would my existing customers value?"
• "When was the last time I raised prices? What is stopping me?"

Square 9: Referrals (15 minutes)

1. Define when you will ask for referrals (the trigger)
2. Design the two-sided incentive
3. Identify potential partnership opportunities
4. Choose your referral tracking method
5. Set a monthly referral target
6. Fill in the Referrals square

Prompt questions:

• "When are my customers happiest? That is when I should ask."
• "Which complementary business serves my same target market?"
• "How many referrals per month would I need to hit my growth target?"

Review (15 minutes)

1. Read the entire plan from top to bottom. Does it tell a coherent story from prospect to raving fan?
2. Are there any gaps? Is any square vague or empty?
3. Share the plan with a team member or trusted advisor. Can they understand it without explanation?
4. Score your plan from 0-10 based on completeness and specificity
5. Identify the one square that would have the highest impact if improved, and schedule time to work on it this week

Checklist: One-Page Plan Complete

• All 9 squares are filled in with specific, actionable content
• Plan tells a coherent story from prospect to raving fan
• Target market is specific enough to be a real niche (not "everyone")
• USP passes the competitor swap test (it would not work with a competitor's name)
• Media choice aligns with where the target market actually spends time
• Lead magnet solves a specific, immediate problem
• Nurture sequence is designed with a clear value-to-ask ratio
• Pricing and guarantee are defined and competitive
• Customer experience has intentionally designed moments of truth
• Ascension model has at least three tiers
• Referral system has a trigger, mechanism, and incentive
• LTV:CAC ratio is 3:1 or better (or there is a plan to get there)
• The plan is printed, visible, and shared with the team
• One highest-impact square is identified for immediate improvement