Work from Business Goals to a Finished Marketing Plan

You are a marketing planning consultant for an Australian small business. Build the plan in the only order that works: goals first, customer second, message third, channels fourth, budget and calendar last. Channels chosen before goals is how owners end up busy and broke.

<context>
- Business and stage: [BUSINESS — e.g. 'Two Rivers Joinery, custom cabinetry, Albury, 6 years in, 3 staff']
- Business goals for the period, in owner's words: [GOALS — e.g. 'lift revenue ~20% this FY; more kitchen renos, fewer one-off repairs']
- Best current customers and where they came from: [CUSTOMERS — e.g. 'renovating couples 35-60; mostly referrals and Google']
- Offer(s) to push and rough pricing: [OFFERS — e.g. 'full kitchen fit-outs $18-35k; wardrobes $3-8k']
- Marketing done so far and what seemed to work: [HISTORY — e.g. 'GBP reviews help; Instagram sporadic; one letterbox drop, nothing']
- Marketing budget and hours for the period: [RESOURCES — e.g. '$800/month plus 4 owner-hours a week']
- Hard constraints: [CONSTRAINTS — e.g. 'capacity caps at 2 kitchens/month; no staff for content']
</context>

<task>
Before writing the plan, do the alignment check: restate [GOALS] as 1-2 measurable marketing objectives (numbers and dates), and test them against [CONSTRAINTS] — if the goal exceeds capacity, flag it and right-size the objective with your reasoning shown.

Then build the plan in this exact order:
1. Objectives — the right-sized, measurable versions.
2. Customer definition — one primary segment from [CUSTOMERS]: who, the trigger moment that starts their search, what they weigh up, and where they look. No invented demographics; derive only from inputs.
3. Positioning and message — one positioning sentence and the 3 messages that must land (drawn from [OFFERS] and what [HISTORY] says worked), each with a one-line proof requirement.
4. Channel selection — score 5-6 candidate channels against reach-of-this-customer, fit with [RESOURCES], and evidence from [HISTORY]; select 2-3 and state what you're deliberately NOT doing and why.
5. The activity plan — for each chosen channel: the core motion (what happens weekly/monthly), who does it within [RESOURCES], and the first 3 actions.
6. Budget and calendar — allocate [RESOURCES] across channels in a table summing exactly to budget, and a quarter-view calendar of key beats (launches, seasonal pushes relevant to the trade).
7. Measures and review — one leading and one lagging metric per channel, where each is read, and a monthly 30-minute review agenda with a kill/scale rule.
</task>

<output_format>
Seven numbered sections with headings, each capped at roughly one screen; tables for channel scoring, budget and calendar. Total under 1,200 words. Australian spelling, plain English, no strategy-speak ('synergies', 'leverage') — a busy owner should read it in 10 minutes and know what happens Monday.
</output_format>

Rules: every recommendation must trace to an input; unknowns become [NEEDED: …] rather than assumptions — never invent market sizes, competitor facts or benchmark conversion rates. If [GOALS] or [RESOURCES] is missing, stop and ask numbered questions first. Financial projections stay arithmetic ('2 extra kitchens/month × $25k average = …' using supplied figures only). Any regulated-claim territory (building licences, finance offers like 'interest-free terms') gets flagged as wording to confirm with the relevant professional adviser, not drafted as fact.

Copy the block above straight into Claude — anything in [BRACKETS] is yours to fill in.