1.1  Break-Even Analysis

The break-even analysis estimates how many units of the product have to be sold in order to cover your costs. To calculate the break-even point you will need data on your Fixed Costs, Revenue per unit, and Variable Costs per unit. 

1.2  Sales Forecast

This section should include your sales forecast for a definite period of times, usually the next three years. To develop your Sales Forecast Table you need an understanding of your product’s price sensitivity and your target market, and therefore how many products can be sold. Explain why you are projecting your sales at this particular level and how that relates to your marketing analysis and strategy.

1.3  Expense Forecast

Use a table format to list the marketing expenses necessary to reach the marketing objectives outlined in your plan. Note that the expenses should take into account the integrated marketing communication strategy. Pay attention to your total expense, where you are spending your largest portions of the marketing expenses, and how your total expense budget compares to projected sales. Always ask yourself the question – is this level of expense appropriate for your marketing strategy?