--- title: What should a Small Business Marketing Plan include? description: Skip the mission statement and SWOT grid. Here are the six things a small business marketing plan needs on one page, plus a 30-second test for your own plan. --- [Skip to content](https://help.imforza.com/knowledge/what-should-a-small-business-marketing-plan-include#main-content) English Show submenu for translations [More support](https://help.imforza.com/knowledge/kb-tickets/new?hsLang=en) [View Your Support Tickets](https://help.imforza.com/tickets?hsLang=en) [![imforza-icon-3-1](https://help.imforza.com/hs-fs/hubfs/imforza-icon-3-1.png?width=100&height=100&name=imforza-icon-3-1.png)](https://www.imforza.com/) - [Get Support](https://www.imforza.com/support/) - [Join Our Email List](https://www.imforza.com/internet-marketing-newsletter-signup/) - [Read Our Blog](https://www.imforza.com/blog/) Open main navigation Close main navigation - [Get Support](https://www.imforza.com/support/) - [Join Our Email List](https://www.imforza.com/internet-marketing-newsletter-signup/) - [Read Our Blog](https://www.imforza.com/blog/) - English Show submenu for translations - [More support](https://help.imforza.com/knowledge/kb-tickets/new) - [View Your Support Tickets](https://help.imforza.com/tickets) - [Contact us](https://www.imforza.com/contact-us/) [Contact us](https://www.imforza.com/contact-us/) You Have Questions, We Have Answers - There are no suggestions because the search field is empty. 1. [imFORZA Knowledgebase](https://help.imforza.com/knowledge?hsLang=en) 2. [Internet Marketing](https://help.imforza.com/knowledge/internet-marketing?hsLang=en) # What should a Small Business Marketing Plan include? ## A small business marketing plan includes six things on one page: a new-customer revenue target, the customer math behind it, a channel table with owners, a budget set from what one customer is worth, a four-number scoreboard, and a monthly review. A marketing plan template gives you an executive summary, a mission, a SWOT grid, and the four P's. It looks complete and can still skip the one question a plan exists to answer: how many new customers your marketing has to produce. In Constant Contact's Small Business Now survey of 1,500 owners (Q1 2026), 68% expected their marketing budget to increase (a marketing platform surveying its own market, so read it as directional). A bigger budget needs a plan that can tell you whether it's working. > **A small business marketing plan should include six things on one page: the new-customer revenue you need, the customer math (customers, leads, and visits required), a channel table with a monthly visit target and an owner per channel, a budget set from allowable cost per customer, a four-number scoreboard (visits, leads, customers, cost per customer), and a standing monthly review. Mission statements and SWOT grids are optional; the numbers aren't.** In plain terms: if a line on the page can't change a decision, it's optional. The six lines, in order 1. **The revenue target.** New-customer revenue for the next twelve months. 2. **The customer math.** Revenue ÷ first-year customer value = customers. ÷ close rate = leads. ÷ conversion rate = visits. 3. **The channel table.** Every visit assigned to a channel with a monthly target and one person's name. 4. **The budget ceiling.** First-year customer value × the share you can afford to spend winning one × customers needed. 5. **The scoreboard.** Visits, leads, customers, and cost per customer, next to their targets. 6. **The monthly review.** Thirty minutes, same day every month. Find the first number that missed and change one thing. A 30-second self-test Without opening a file, write down two numbers: the new customers you need in the next twelve months, and the most you can afford to pay to win one. If either takes longer than 30 seconds, that's the line your plan is missing. --- For the full customer math, a completed one-page plan, and three paste-ready AI prompts, read the complete guide: [How to Build a Small Business Marketing Plan From the Customers You Actually Need](https://www.imforza.com/blog/small-business-marketing-plan/). Want a second set of eyes on your numbers? 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