Business decisions often involve weighing the potential costs and benefits, and when creating a marketing plan it’s important to consider what your financial projections are. By taking a long-term view, you can identify targets for sales volumes and total revenues based on a number of factors such as market size, competitors’ prices, seasonality or economic conditions. Additionally, financial projections should include price and cost analysis—including markup rates, shipping costs, employee expenses and other operational costs—to ensure that the plan is realistic and achievable. A good marketing plan financial projection should account for current cash flow and future estimated income and expenses over time. By effectively managing your finances and looking ahead, you can create a strategic marketing plan to help build your business into a successful enterprise.