Marketing Plan Pro tip: Extra tables

In addition to the standard Duct Tape Marketing System Tasks, Marketing Plan Pro contains additional planning tools for specific situations. To see these tools:

  1. Click the Plan Setup button on the toolbar
  2. Click Next
  3. In Step 2: Customize your document, select Standard plan
  4. Click Next
  5. Close the Plan Setup
  6. On the View menu, click Tables

The table list now includes a number of additional marketing planning tables, including Channel Analysis, Customer Lifetime Value, Market Demographics, ROI Calculator, and more. Click the name of any table to open and use it.

Example: Customer Lifetime Value

This table allows you to compare the costs of acquiring a new customer to the overall Customer Lifetime Value (revenue from that customer).

In most businesses, you hope to sell your products or services to a customer not just once, but several times over the course of several years. Adding up these sales over the entire customer lifetime and then subtracting what it costs to acquire the customer gives you the total customer lifetime value. The final rows calculate an adjusted value to take into account the present-day value of future income. 

The example below shows a plan for selling high-end services to other businesses.

Customer Lifetime Value

Your row definitions will walk you through the specifics of this table, but here are a few notes:

Customer Lifetime refers to the number of years from initial purchase to final purchase. While some major brands or stores are lucky enough to have a customer lifetime of over 30 years, most of us are looking at significantly less, from 1/2 to 5 years.

Costs of Marketing to a Potential Customer means just that – potential customers, not actual customers. If you spend $5,000 on marketing aimed at 1,000 potential customers, this figure would be $5, even if only 1 person out of 1,000 responded.

This table is not part of the standard Marketing Plan Pro Outline. You can use it behind the scenes, or insert it into your Outline to include it in printed output.

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