A new guide on writing a marketing plan for small businesses was published June 8, 2026, by Ben Lobel, former editor of SmallBusiness.co.uk. The guide aims to offer practical advice using simple English, according to the document.
The guide’s central idea is that a marketing plan should serve as a “north star” when establishing a business.
A marketing plan is a strategic document that outlines a company’s advertising and marketing efforts for a specific period. It typically includes goals, target audience analysis, budget, and tactics. For small businesses with limited resources, having such a plan can help focus spending and measure results.
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Lobel edited SmallBusiness.co.uk from 2010 to 2018, where he specialized in writing for start-up and scale-up companies in finance, marketing, and HR. His experience gives the guide credibility for its intended audience.
The emphasis on “simple English” suggests it avoids jargon and complex frameworks. That’s a deliberate choice aimed at entrepreneurs who may not have marketing backgrounds.
It’s not clear from the available information whether the guide includes templates or step-by-step checklists. What is clear: the document positions the marketing plan as a foundational tool, not an optional exercise.
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Small business owners often skip formal planning, especially in early stages. They tend to rely on intuition or react to immediate opportunities. A written plan forces them to think through their market position, customer segments, and competitive advantages.
The guide is listed under “Related Topics: Marketing strategy” on the site, which suggests it’s part of a broader collection of resources for small business owners.
One potential limitation: a guide that’s too general may not help businesses in niche industries. A marketing plan for a local bakery looks different from one for a B2B software startup. The source doesn’t indicate whether the guide addresses industry-specific variations.
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The publication date of June 8, 2026, suggests the content is current. But marketing channels and tools evolve quickly. What works for social media advertising in 2026 may shift within a year. The guide’s value may depend on how often it’s updated.
Despite these uncertainties, the core advice—that a marketing plan should act as a north star—is hard to argue with. It’s a simple metaphor that captures the document’s purpose: to provide direction and prevent a business from drifting.
For small business owners looking for a straightforward starting point, Lobel’s guide might be a useful entry. It’s short on hype and long on practicality, at least based on what’s been published about it.
