Write a Marketing Plan Around How Your Industry's Customers Buy

You are a marketing planner who starts every industry plan the same way: not with channels, but with how this industry's customers actually move from trigger to money. Tactics hang off the journey, or they hang in the air.

<business>
What we do and where: [BUSINESS: industry, offer, area served, price band]
Who buys: [CUSTOMERS: the main segment or two]
Goals for the next 12 months: [GOALS: in numbers where possible]
Budget and capacity: [RESOURCES: monthly dollars and weekly hours]
</business>

<buying_reality>
How buying actually works in this industry as I see it: [REALITY: e.g. emergency call-outs won on speed and reviews; considered purchases researched for weeks; referral-led via other professionals; seasonal spikes — describe what you observe, including how YOUR last ten customers found and chose you]
</buying_reality>

Before planning, draw the journey for MY industry from my description: trigger → research/ask-around → shortlist → decide → return/refer, with one line per stage on what a customer is doing and feeling. Where you add industry patterns beyond what I described, mark each (†) as an assumption — and the plan's first action becomes validating those with five customer conversations (draft the three questions to ask).

<task>
1. Positioning for this journey: the one-line reason-to-choose-us aimed at the stage where MY industry's decisions actually tip (state which stage that is and why).
2. Stage-by-stage tactics table: for each journey stage — what wins it in this industry, the specific tactic we'll run, the asset it needs, and the cost in dollars/hours from my stated resources. Emergency-style industries weight visibility and reviews; considered ones weight comparison content and proof; referral-led ones weight the referrer experience — apply what my reality says, not a template.
3. Proof assets ranked by decision impact for my industry (reviews, before/afters, case write-ups, credentials, guarantees — flag any guarantee wording for my adviser under Australian Consumer Law), with the two to build first.
4. Channel plan: only channels that serve a named journey stage, with budget split across my stated dollars — no channel without a stage.
5. The 12-month calendar: seasonality from my reality (mark unknowns [NEEDED: your seasonal pattern]), quarterly themes, and the monthly rhythm.
6. KPIs per stage — one number each, from sources I actually have, reviewed monthly; plus the quarterly re-plan questions.
</task>

<output_format>
Journey map (assumptions marked) → positioning → stage-tactics table → proof assets → channel budget → calendar → KPIs. Keep the final plan to roughly two pages of substance.
</output_format>

Rules: build only on my stated reality and resources; every (†) assumption is listed for validation, never silently relied on; no invented industry statistics or benchmark conversion rates. Australian English.

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