A One-Page Marketing Plan for Ghanaian Businesses
You don't need a 40-page marketing strategy. You need one page you'll actually use. A simple template covering customers, message, channels, budget and numbers.
Most small businesses don't have a marketing plan. The few that do often have a long document nobody reads after the first week.
What you need is one page: clear enough to guide every decision, short enough to stick on the wall. Here's a template.
1. Who you sell to
Describe your best customer in a few lines. Not "everyone". The people who buy most, pay best and come back.
Women aged 25 to 40 in Accra and Tema who work in offices, earn a steady salary, care about looking professional, and shop on Instagram and WhatsApp.
2. Their problem or desire
What do they want, or want to avoid?
They want bags that look premium and last, without paying foreign-brand prices. They're tired of bags that peel within months.
3. Your offer
What you sell, at what price, and why it's better.
Handmade full-grain leather totes, GH₵ 350 to GH₵ 550, with a one-year guarantee, same-day delivery in Accra and pay on delivery.
4. Your message
The one thing you want people to remember.
Bags that last years, not months.
5. Where you'll reach them
Pick two or three channels and do them well.
Instagram and TikTok content, Facebook and Instagram ads, WhatsApp broadcasts to past customers.
6. How they'll buy
The path from first sight to payment.
Advert or Reel → product page → MoMo or pay-on-delivery checkout → follow-up for people who didn't buy.
7. How you'll keep them
Thank-you message, review request, new arrivals broadcast every two weeks, a referral code.
8. Budget
GH₵ 4,000 a month: GH₵ 3,000 ad spend, GH₵ 1,000 content and creative.
9. Targets
150 orders a month, cost per sale under GH₵ 50, average order GH₵ 420, 25% of customers buying again within 90 days.
10. This quarter's priorities
Three things, no more.
Launch the new laptop bag. Get 50 new Google reviews. Set up cart reminders.
The template
| Section | Your answer |
|---|---|
| Who you sell to | |
| Their problem or desire | |
| Your offer | |
| Your message | |
| Where you'll reach them | |
| How they'll buy | |
| How you'll keep them | |
| Budget | |
| Targets | |
| This quarter's priorities |
Use it
- Review it every month with your numbers.
- Check every marketing idea against it: does it fit the customer, message and priorities?
- Update it each quarter.
Common questions
Is one page really enough?
For most small and medium businesses, yes. Detail lives in your content calendar and campaign plans. See how to plan a month of content.
What if I sell to several types of customer?
Make one plan per main customer group, or focus on the most valuable one first.
If you'd like help building your plan, book a free strategy call.