Your Plan Should Take in these Factors
Where you are — where you want to go — how you might get there.
Set yourself goals and objectives (achievable ones).
Define your market and start with your present customer base.
Understand your strengths and weaknesses, opportunities and threats (SWOT Analysis).
Establish a marketing strategy.
Implement tactics to achieve this strategy.
Define the difference between marketing and advertisement. Advertisement is only one part of your marketing plan/budget.
Look from the outside in. Fish bowl your workplace — stand at the front door of your business and have a real good look in.
Do a budget on how much you need to spend to make real financial growth. A rule of thumb is to spend on marketing 5% of your gross income, up to 10% for start ups of a new café in the first year.
Use a calendar and have a new marketing initiative every month.