Step 1 of 6 — Business & audience
The $100 Marketing Plan

Marketing Plan Builder

Six steps. One page. A plan you'll actually use.

Step 1 of 6

Your business & audience

From chapters 2 & 3. Start with clarity on who you're helping and why they should care.

Clay & Drift — Nina's example
Business: Clay & Drift — handmade ceramics (mugs, bowls, planters)
Audience: People who care about what they hold in their hands every morning. Mostly women 28–45 who buy from makers, not mass retailers.
Message: Handmade ceramics you'll actually use daily — not keep in a cabinet.
I help [WHO] [DO WHAT] without [PAIN POINT]
Step 2 of 6

Your channels

From chapters 4–8. Pick 2–3 channels. Picking too many is the same as picking none.

Clay & Drift — Nina's example
Nina picked: Email (for launches and her subscriber list), Organic content & search (Instagram is her main discovery channel), and Partnerships & word of mouth (collabs with other Asheville makers).
Why: She already has an email list that buys during drops. Instagram drives new discovery with almost no ad spend. And local partnerships get her in front of buyers who trust recommendations.

Select 2–3 channels. If you click a 4th, it'll swap out your first pick.

✓
Email
The only channel you own
✓
Organic content & search
Blog, social, video, podcast
✓
Paid ads
Google, Meta, etc. on a micro-budget
✓
Partnerships & word of mouth
Referrals, collabs, community
✓
Website & conversion
Turn visitors into buyers
Step 3 of 6

Your budget

You don't need to spend much. You need to spend smart.

Clay & Drift — Nina's example
Total: $250/month
Email (ConvertKit): $50
Organic content (Instagram ads during launches): $150
Partnerships (packaging/materials for collabs): $50
Step 4 of 6

Your 90-day roadmap

From chapter 11. Three phases, three jobs: set the foundation, start growing, then optimize what's working.

Clay & Drift — Nina's example
Weeks 1–4: Set up ConvertKit, add signup form to website, create a "free shipping on first order" lead magnet. Post on Instagram 4x/week. Message 3 local Asheville makers about collab ideas.
Weeks 5–8: Launch first email sequence. Test Reels vs. static posts for reach. Do first collab (joint giveaway with a local plant shop). Track which content gets saves vs. likes.
Weeks 9–12: Review email open rates, cut what's not working. Double down on Reels if they're outperforming. Run a "drop" email to the full list. Decide if the collab is worth repeating.
Weeks 1–4 Foundation
Weeks 5–8 Growth
Weeks 9–12 Optimize
Step 5 of 6

5 numbers to track

From chapter 9. Pick five metrics you'll actually check. Keep them simple and tied to real outcomes.

Clay & Drift — Nina's example
1. Email subscribers    2. Email open rate    3. Website sessions    4. Orders per month    5. Revenue per drop
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Step 6 of 6

Your weekly rhythm

From chapter 10. What does a typical marketing week actually look like — and how long does each thing take?

Clay & Drift — Nina's example
Monday: Plan content, take product photos (45 min)
Wednesday: Write and schedule email (30 min)
Friday: Post on Instagram, reply to comments/DMs (30 min)
Weekend: Off (or batch-create if inspired)
Monday
Tuesday
Wednesday
Thursday
Friday
Weekend
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