Book a call

A marketing plan for a new business

Written by Jack Harrington and Gabriel Pozo, the founders of Urban Media, Melbourne. Updated .

A marketing plan does not need a 40 page document. For a new business it fits on one page and answers five questions. If you can fill them in, you can start.

General guidance from the studio. It is a framework, not a promise of results.

Book a Launch CallSee the prices

1. Who you serve

Pick one buyer to start. Describe them in a sentence: what they do, what they are trying to fix and where they look for help.

2. What you offer, and why you

One main offer with a clear price or starting price, and one reason to choose you over the next option. Put both on the homepage above the fold.

3. Where you will reach them

  • Search: a Google Business Profile and a few pages that answer real questions.
  • Social: three posts a week that show the work, the people and the proof.
  • Paid ads: small budget, one offer, one landing page, once the site takes enquiries properly.
  • Referrals: ask every customer, and tell your accountant and suppliers what you do.

4. A 30 day calendar

  • Week 1: profiles, Google Business Profile and website live.
  • Week 2: first batch of content posted and first reviews requested.
  • Week 3: small ad test to the landing page.
  • Week 4: review enquiries and double down on the best source.

5. The numbers to watch

  • Enquiries per week, and where each came from.
  • Calls or bookings from those enquiries.
  • Customers won, and what each one was worth.

Where Urban Launch fits

Urban Launch builds the pieces this plan relies on, in order: the brand, the website, the content and the systems that catch and follow up every enquiry.

Official sources

This guide was checked against these official pages on 15 October 2026. Rules change, so confirm on the source before you rely on a detail.

More guides for new businesses

All of them are on the guides page.

Who is behind this

Jack Harrington and Gabriel Pozo, the founders of Urban Media, on a shoot in Melbourne

Urban Launch is built and run by Urban Media (ABN 28 169 446 902), a Melbourne studio founded by Jack Harrington and Gabriel Pozo. Urban Media makes video, design and websites for clients including Box Hill United, Brighton Grammar and Porsche Club Victoria.

If you want to talk to the people doing the work, call 0456 785 904. More about who we are, and how to check us, is on the About page.

Jack Harrington, co-founder of Urban Media, on how Urban Launch works. Captions are on screen.

Common questions

How long should a marketing plan for a new business be?
One page is enough to start: who you serve, your offer, your channels, a 30 day calendar and the numbers you will watch.
Which marketing channel should a new business start with?
Pick one and do it properly for 30 days. Search and social content cost mostly time, and paid ads work best once the website takes enquiries properly.
What numbers should I track?
Enquiries and their source, calls or bookings, customers won and what each is worth.
Do I need ads to start?
No. Many new businesses start with a Google Business Profile, a clear website and regular content, and add ads once enquiries are being handled well.

Start with a Launch Call

Live and generating enquiries within 45 days, or we keep working at no extra cost until you are. The Launch Call is where we check it is the right fit before we book anything in. For a real example, read the Airwize case study (12 conversions, meaning leads that became sales, in the first month of Google Ads from $70 of ad spend, our figures). You can also read how a launch package compares with hiring separately, or go to the packages and prices on the homepage. If you are setting up from scratch, see the business start-up package.

Book a Launch Call

More: Brand and website package, Melbourne, Startup package for a new business, Melbourne, Branding, website and photography package, Melbourne.