Market and Price
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Appendix A : Customer Survey If you are a business owner, these questions are for you. Have you conducted your own private interview of customers? Have you personally talked to at least 50 to 60 customers to find out what they like or dislike about your business, products and service? not,, what areas can we improve? _____ yes _____ no 1. ___________________________________________________ 2. ___________________________________________________ 3. ___________________________________________________ not, please list what is needed. _____ yes _____ no 1. ___________________________________________________ 2. ___________________________________________________ 3. ___________________________________________________
can we improve it? _____ yes _____ no 1. ___________________________________________________ 2. ___________________________________________________ 3. ___________________________________________________
Percentage Of The Years Total Shape (Five Year Average) Store Type Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Year All retail stores 7.4 7.0 7.9 8.1 8.6 8.6 8.5 8.3 8.2 8.7 8.3 10.4 100% Department stores 6.3 5.7 7.2 7.6 8.0 7.9 7.6 8.0 8.0 8.7 9.5 15.5 100% Drug and proprietary stores 8.0 7.5 8.0 7.8 8.2 8.1 8.1 8.2 8.2 8.5 8.2 11.2 100% Eating and drinking places 7.3 7.0 7.7 8.0 8.8 8.9 9.2 9.3 8.7 8.8 8.1 8.2 100% Family clothing stores 6.3 5.7 7.8 7.6 8.1 7.7 7.5 8.2 7.6 8.8 9.1 15.6 100% Furniture, home furnishings stores 7.6 7.2 7.7 8.0 8.3 8.5 8.2 8.4 8.2 8.8 9.0 10.1 100% Gasoline service stations 7.8 7.2 8.0 8.2 8.7 8.8 9.2 8.6 8.1 8.5 8.3 8.6 100% Grocery stores 8.4 7.4 7.9 8.0 8.6 8.3 8.7 8.4 8.2 8.9 8.0 9.2 100% Hardware stores 6.2 5.7 6.3 7.9 9.3 9.8 9.4 8.7 8.3 8.9 8.5 11.0 100% Household appliance TV radio stores 8.2 7.1 7.4 7.7 7.9 8.4 8.6 8.2 8.0 8.6 8.3 11.6 100% Jewelry stores 6.0 5.0 6.0 6.0 8.0 9.0 6.0 7.0 7.0 8.0 9.0 23.0 100% Lumber yards building materials dealers 5.9 6.3 7.3 8.3 8.7 9.4 9.5 9.6 9.3 9.5 8.3 7.9 100% Men's&boy's wear stores7.9 6.2 7.1 7.2 8.0 8.1 7.4 7.2 7.5 8.7 9.3 15.4 100% Passenger car other automotive dealers 7.5 7.8 8.8 9.3 9.4 9.9 9.3 8.2 7.9 8.4 6.7 6.8 100% Shoe stores 6.6 5.9 8.8 7.5 8.0 8.2 7.3 8.8 9.3 9.3 8.7 11.6 100% Tire battery accessory dealers 6.6 6.0 7.3 8.7 9.0 9.3 9.2 8.6 8.1 8.9 8.7 9.6 100% Variety stores 5.9 5.8 7.5 7.2 8.3 7.8 7.5 8.0 7.9 8.4 8.9 16.8 100% Women's apparel accessory stores 6.8 6.3 7.6 7.6 8.0 7.9 7.3 7.9 8.0 9.0 9.1 14.4 100% Source:U.S. Department of Commerce % ________________________________________________________________ | | | | | | | | | | | | | 24 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 22 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 20 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 18 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 16 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 14 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 12 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 10 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 8 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 6 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 4 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____| | | | | | | | | | | | | | 2 | | | | | | | | | | | | | ___|____|____|____|____|____|____|____|____|____|____|____|____|
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Planned Monthly Ad Volume Previous year's gross annual volume $__________ Projected volume for planned year $__________ Percentage of gross volume for advertising __________% Projected total annual budget for advertising $__________ % of annual monthly advertising Month sales by month sales volume budget January ____________% $____________ $_____________ February ____________% $____________ $_____________ March ____________% $____________ $_____________ April ____________% $____________ $_____________ May ____________% $____________ $_____________ June ____________% $____________ $_____________ July ____________% $____________ $_____________ August ____________% $____________ $_____________ September ____________% $____________ $_____________ October ____________% $____________ $_____________ November ____________% $____________ $_____________ December ____________% $____________ $_____________ Total ____100_____% $____________ $_____________ (annual total (total annual volume) ad budget) Advertising and Promotion as a Percentage of Sales Business credit institutions .2% Commercial printing .2% Services-equipment rental and leasing .2% Services-advertising agencies .3% Security and commodity brokers .4% Services-building cleaning and maintenance .4% Office computing and accounting machinery .5% Retail-auto dealers and gas stations .5% Savings and loan associations .5% Services-engineering and architect .5% Services-linen supply .5% Insurance agents and brokers .7% Services-research and development laboratories .7% Services-computer and data process .9% Office furniture 1.0% Retail-mobile home dealers 1.0% Services-detective and protective 1.0% Services-hospitals 1.0% Ship/boat building and repairing 1.0% Retail-grocery stores 1.1% *arm and garden machinery and equipment 1.2% General building contractors 1.2% Travel trailers and campers 1.2% Retail-drug and proprietary stores 1.3% Transportation services 1.3% Personal credit institutions 1.4% Services-nursing and personal care facilities 1.4% Silverware and plateware 1.4% Motorcycles bicycles and parts 1.5% Bakery products 1.7% Motor vehicles and car bodies 1.7% Retail-apparel and accessory stores 1.8% Hardware 1.9% Paints varnishes and lacquers 1.9% Services-automotive repair and service 1.9% Retail-lumber and other building materials 2.0% Hotel and motels 2.1% Cigars 2.2% Retail-shoe stores 2.2% Musical instruments 2.3% Retail-variety stores 2.3% Footwear except rubber 2.4% Household appliances 2.5% Services-management consulting and PR services 2.6% Watches clocks and parts 2.6% Retail-women's ready-to-wear 2.8% Retail-department stores 2.9% Retail-eating places 2.9% Retail-sewing and needlework stores 3.0% Finance-services 3.2% Photographic equipment and supplies 3.2% Radio/TV receiving sets 3.4% Radio/TV broadcasters 3.5% Pens pencils and other office materials 3.6% Real estate 3.6% Services-miscellaneous amusement and recreation 3.6% Services-motion picture theaters 3.7% Services-educational 4.1% Services-personal 4.3% Jewelry-precious metals 4.4% Retail-jewelry stores 4.5% Retail-household appliance stores 4.7% Bottled and canned soft drinks 5.7% Retail-mail order houses 5.9% Candy and other confectionery 6.1% Cigarettes 6.3% Toys and amusement sport goods 6.3% Malt beverages 6.5% Soap and other detergents 6.5% Drugs 7.8% Retail-furniture stores 7.8% Phonograph records 8.6% Perfumes cosmetics and toiletries 8.8% Source: Advertising Age, August 17, 1981
Appendix F : Determination Of Advertising Media Budget
| |*Less | Net | | | Percentage of total store sales | Total|reserv| media | | | contributed by each Dept. | ad |10% of| budget| | | _______________________________________|______|_______| | | | | | | | | | | | | Month|Dept.A|Dept.B|Dept.C|Total|Budget|Budget|Monthly| A | B | C _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Jan. | | | | 100%|$ |$ |$ | $ | $ | $ _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Feb. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Mar. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Apr. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | May. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Jun. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Jul. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Aug. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Sep. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Oct. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Nov. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ | | | | | | | | | | Dec. | | | | 100%| | | | | | _____|______|______|______|_____|______|______|_______|___|___|__ TOTALS * 10% of the total monthly ad budget is held in reserve for special promotions. Plan | Allocation ______________________|__________________________________________ | | | | Fixed | | | | | Gross|Less|Net | adv. |Print budget |El'tronic| | | budget|res.|budg| exp. | % total -% total| | | | | | | | | | | |Misc|Total 19--|-%sales|_% |%tot| -%tot.|med.|med.|med|med.|med.|-% |100% ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Jan.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Feb.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Mar.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Apr.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | May | | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Jun.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Jul.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Aug.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Sep.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Oct.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Nov.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | Dec.| | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ | | | | | | | | | | | TOTALS | | | | | | | | | | ____|_______|____|____|_______|____|____|___|____|____|____|_____ Step 2: List all fixed monthly advertising expenses (example-- Yellow Pages) Step 3: Determine percentage of total budget to be allocated to each category Step 4: Apply each media's percentage share against net budget dollars and record dollar amounts.
Appendix H : Advertising Layout Guide
Appendix I : Type Styles This information is listed in The Small Business Directory. For a free copy contact your nearest SBA office. SBA has offices throughout the country. Consult the U.S. Government section in your telephone directory for the office nearest you. SBA offers a number of programs and services, including training and educational programs, counseling services, financial programs and contract assistance. Ask about
Service Corps of Retired Executives (SCORE), a national organization sponsored by SBA of over 13,000 volunteer business executives who provide free counseling, workshops and seminars to prospective and existing small business people.
Small Business Development Centers (SBDCs), sponsored by the SBA in partnership with state and local governments, the educational community and the private sector. They provide assistance, counseling and training to prospective and existing business people.
Small Business Institutes (SBIs), organized through SBA on more than 500 college campuses nationwide. The institutes provide counseling by students and faculty to small business clients. For more information about SBA business development programs and services call the SBA Small Business Answer Desk at 1-800-U-ASK-SBA (827-5722). Many publications on business management and other related topics are available from the Government Printing Office (GPO). GPO bookstores are located in 24 major cities and are listed in the Yellow Pages under the bookstore heading. You can request a Subject Bibliography by writing to Government Printing Office, Superintendent of Documents, Washington, DC 20402-9328. Many federal agencies offer publications of interest to small businesses. There is a nominal fee for some, but most are free. Below is a selected list of government agencies that provide publications and other services targeted to small businesses. To get their publications, contact the regional offices listed in the telephone directory or write to the addresses below: P.O. Box 100 Pueblo, CO 81002 The CIC offers a consumer information catalog of federal publications. Publications Request Washington, DC 20207 The CPSC offers guidelines for product safety requirements.
12th Street and Independence Avenue, SW Washington, DC 20250 Office of Business Liaison 14th Street and Constitution Avenue, NW Room 5898C Washington, DC 20230
Public Health Service Alcohol, Drug Abuse and Mental Health Administration 5600 Fishers Lane Rockville, MD 20857 Drug Free Workplace Helpline: 1-800-843-4971. Provides information on Employee Assistance Programs.
The National Clearinghouse for Alcohol and Drug Information: 1-800-729-6686 toll-free. Provides pamphlets and resource materials on substance abuse.
Employment Standards Administration 200 Constitution Avenue, NW Washington, DC 20210 Internal Revenue Service (IRS) P.O. Box 25866 Richmond, VA 23260 1-800-424-3676 Small Business Ombudsman 401 M Street, SW (A-149C) Washington, DC 20460 1-800-368-5888 except DC and VA 703-557-1938 in DC and VA FDA Center for Food Safety and Applied Nutrition 200 Charles Street, SW Washington, DC 20402 A librarian can help you locate the specific information you need in reference books. Most libraries have a variety of directories, indexes and encyclopedias that cover many business topics. They also have other resources, such as
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