7.4. Sales Forecasts
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The Guide > 7. Marketing Strategies, Sales Plans & Projections > 7.4. Sales Forecasts
Use this section to present sales (volumes and prices) projections for your various market segments and products/services.
In arriving at the projections, account needs to be taken of the market-size projections in 6.5. Medium-Term Projections, the proposed marketing/sales plans and the impact of competition as well as customer/user buying patterns, conversion rates and lead times.
Projections should be monthly (for at least one year ahead and especially if the business is seasonal) and either quarterly (much better) or annual thereafter.
Use a simple table along these lines to present key data. Include details in appendices.
As a further example, the following table and chart showing shorter term projections for 4 product groups were copied and pasted directly from Exl-Plan's built-in Textual Summary Report (more information at http://www.planware.org/exldesc.htm) as “pictures”.
Finally, review your marketing and sales plans and ask how confident are you that the projected sales levels and market shares will be achieved. If in doubt, develop and (briefly) present alternative scenarios and approaches in 7.6 Worst Case Scenario.
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