Enter in your cash flow forecast the amounts you will spend on:
- postage. You are likely to spend a certain amount on a regular basis, but every now and then you might decide to do a mail shot advertising your ice cream parlour. This will increase the amount you spend on postage in that month
- business stationery such as letterheads, invoices and so on. Your local printer will be able to give you an estimate of how much a package of essential business stationery costs. You will probably pay for this in month one or two and then reorder as necessary later in the year
- miscellaneous stationery items, such as menus, posters and so on
- advertising. You might decide to advertise your business on a regular basis, for example in the local newspaper, business directory or tourist information brochure. You may decide to sponsor a local event or provide prizes for a charity raffle. You could have leaflets printed, which you distribute or send out as part of a mail shot - for example telling trade customers about your products and your prices. You may also decide to put signs out on the pavement to draw customers' attention to your parlour. If you plan on doing this, you should check with your local authority that you are allowed to do so
If you run a franchise outlet, you may find that menus, posters, signs and so on are provided by the franchisor.
Once you have decided on your advertising strategy enter your estimate of the cost in the months in which you will spend the money.