Start a Button Business

Make a profit and have fun at the same time by starting your own button business. All you need is a computer and a printer for designing button graphics, a button assembly machine, and a little marketing skill. Use this simplified marketing plan as a worksheet to get you started.

Target Market

Who are my primary and secondary customers?

Community organizations
Fan clubs
Group fund-raisers
Musical Groups Photographers
Political parties
Retail stores
Schools and universities
Souvenir shops
Sports teams


Where will my business be located?
What geographic range will I serve?
Advantages and disadvantages of my location.


Research promotional product companies, trophy producers, printing companies, photography studios/labs, etc. in your area.

Strengths & Weaknesses

Compared to my competition what are my strenths and weaknesses?

Unique Selling Proposition

What will set me apart from my competition?
Examples: creative designs, fast turnaround, low prices, high quality buttons, friendly service.

Marketing Objectives

What are my marketing objectives?
Examples: launch my business, increase my client base, earn a profit after expenses, increase repeat customers, increase my staff, generate qualified leads, distinguish myself from my competition.

Marketing Budget

How much money will I allocate for marketing activities?


What forms of media will I use to effectively advertise my products and services?

Direct mail
Flea markets or fairs
Newspapers Personal contacts
Trade associations
Yellow pages

Product & Service Pricing

Are my prices in line with my image?
Do my prices cover costs and leave a profit margin?
How do my prices compare to the competition?


After 6-12 months have passed ask yourself the following questions and set new marketing goals.
Did my marketing/promotional materials bring in expected customers?
Did my marketing plan educate my customers about all my products/services?
Did displays complement my overall marketing program and meet my objectives?
How did my marketing efforts rate against my competition’s?
Did my business monitor the program to learn what clients were saying about our products/services?
What kind of customer feedback/comments did I receive?