Marketing plan
Prepared for ownership · Papago Vans
The goal is a marketing program Papago can run for years, not a campaign. That only works if the right business model sits underneath it, because demand aimed at the wrong customer is expensive to generate and expensive to unwind.
So this starts with numbers rather than messaging. Which product mix produces the most revenue and the most gross profit per month of shop time. Which customer buys that product. What it costs to reach them, and whether enough of them exist to matter.
Those four answers set the audience, the pricing, the channels and the content. A strategy built on them compounds year over year instead of being rebuilt every time the shop changes what it sells.
This is an ongoing body of work, not a one-time report. It gets added to as answers arrive. Everything here is a draft prepared for discussion, and the figures in it are estimates until Papago's own numbers replace them.
What I learn, what I fix, what I deliver to ownership, and the measures I expect to be judged on. No new budget in it. This is the working plan and it will change as the data arrives and as assumptions get tested, so treat any version of it as current rather than final.
What the market is, who buys, what we actually earn, and who we are up against. This comes first and it never really stops.
What to sell, to whom, at what margin, and how capacity turns into profit. Decisions, with the reasoning and the counter-argument attached.
Campaigns, channels, offers and content. Sequenced so the free and certain work happens before any budget decision, because a campaign aimed at the wrong customer is expensive in both directions.