TABLE OF CONTENTS
ON TARGET: THE BOOK
How to develop and implement
a successful marketing plan.
ON TARGET: THE BOOK ON MARKETING PLANS
Palo Alto Software, Inc., First Edition, October, 2000
Palo Alto Software, Inc.
144 E. 14th Ave.
Eugene, OR 97401
Fax: (541) 683-6250
Copyright © 2000 Tim Berry and Doug Wilson
All rights reserved under International and Pan-American Copyright Conventions. All
rights reserved. Reproduction of this work in whole or in part without written permission of the
publisher is prohibited. Published in the United States by Palo Alto Software, Inc., Eugene, OR.
Library of Congress Catalog Number: 00-108434
Book layout by Teri A. Epperly and Steve Lange
TABLE OF CONTENTS
Thanks very much to Teri Epperly
and Steve Lange for putting up with
us during this book’s journey through
its different stages of development.
I am honored to be able to work
with Tim Berry on this effort. His
insight and enthusiasm made for an
incredible experience. The work of
Steve Lange and Teri Epperly
enhanced it further.
To Judy, Beth and Layne, thank
you for all that you have given me and
for tolerating my periodic confusion
of priorities. You are more important
to me than life itself.
Sample Business Plans
This book includes three complete
sample marketing plans.
• AMT is a computer store that is
actually a composite of several
computer reseller businesses that
Tim Berry consulted with during the
• Franklin & Moore LLC is based on a
marketing plan for a CPA firm Doug
Wilson consulted with as they faced
increased competition and further
defined their areas of specialty.
• All4Sports is a nonprofit organization
that offers a wide spectrum of sports
programs for school-age children,
after public school programs had
been eliminated due to budget cuts.
It is also based on a marketing plan
written for one of W