- Executive Summary–This is an overview of the entire plan. Think of it as the high-
lights and major points. - Goals–As mentioned, define what you are trying accomplish and why.
- Define the band identity–What is your band or individual act all about? Who and what
are you in the minds of your audience? Or, what are you trying to be? This should also in-
clude your desired positioning in your public’s eyes.
- Marketing and promotion overview–How are you going to get the word out and get
your music on the audience’s radar screens? What tools and resources will be needed to
accomplish that effort?
- Audience/fan profile–Who are they and what’s important to them? The more you can
learn about your fans the better. Don’t try to be all things to all people. When folks do,
they often end up becoming nothing to everybody because there’s no differentiation. It all
begins to sound the same and there’s no compelling reason for the audience to listen to
you over all the other bands.
- Competition–Learn all you can about those other guys and gals who are breathing
down your neck, vying for the same gig. What are their strengths and weaknesses? What
are their marketing efforts like? This should include a review of their music, of course,
but also their Internet presence, merchandise, posters, live shows, etc. The more you can
find out, the better. - Revenue sources–Savvy musicians leverage their assets to maximize revenue and
profit. Sound capitalistic? It is. But, being a starving artist, for the most part, stinks. You
might not get rich and famous, but a making a comfortable living while doing what you