CHRISTINE HU DUSTIN LEE GAVIN LI DANNY MERCADO
AGENDA •
COMPANY OVERVIEW
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SITUATIONAL ANALYSIS
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SOCIAL MEDIA PLAN
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FINANCIALS
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TIMELINE
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QUESTIONS & ANSWERS
COMPANYOVERVIEW COMPANYINFO • RETAILER AND MANUFACTURER • LOCATED IN QUEENS, NY • PRODUCTS INCLUDE: • CUSTOM APPAREL • GREEK PARAPHERNALIA • TEAM UNIFORMS • PADDLES
COMPANYOVERVIEW COMPANYINFO • PRIMARILY ASIAN UNDERGRADUATES ASSOCIATED WITH GREEK LIFE IN THE NORTHEASTERN REGION • CURRENT BUYER = “KEVIN CHAN” OR “AMY KIM” • ASIAN-INTEREST FRATERNITY OR SORORITY • NORTHEAST REGION OF THE US • PICKED UP A “LITTLE BROTHER” OR “LITTLE SISTER” • WANTS TO SPOIL THIS “LITTLE” WITH SOME UNIQUE CUSTOMIZED GEAR
COMPANYOVERVIEW BUSINESSOBJECTIVES • TO EXPAND INTO NEW UNIVERSITIES WITHIN NORTHEASTERN US THAT HAVE GREEK LIFE • TO EXPAND INTO EXISTING MARKETS THAT ARE NOT AS PROMINENT
• TEAM UNIFORMS, PRINT T-SHIRTS
• INCREASE ONLINE PRESENCE THROUGH SOCIAL MEDIA PLATFORMS • FACEBOOK • 1488 CURRENT LIKES • INCREASE LIKES BY 500 WITHIN THE NEXT YEAR • INSTAGRAM • HOLD PHOTO CONTESTS • DEMONSTRATE PRODUCT QUALITY AND DIVERSE PRODUCTS RANGING FROM APPAREL TO PRINTS • ATTRACT AT LEAST 10 INTERACTIONS FROM EACH POST THROUGH LIKES AND COMMENTS • TO INCREASE SALES BY 20% IN ORDER TO PROVIDE FUNDS FOR EXPANSION
COMPANYOVERVIEW
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MISSIONSTATEMENT
TO PROVIDE GROUPS WHO ARE PROUD TO REPRESENT THEIR AFFILIATIONS WITH CAREFULLY CRAFTED GEAR AND A SUPERIOR EXPERIENCE EVERY STEP OF THE WAY.
COMPANYOVERVIEW UNIQUESELLINGPROPOSITION
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QUALITY CRAFTSMANSHIP AND SUPERIOR CUSTOMER SERVICE.
SITUATIONALANALYSIS SWOTANALYSIS STRENGTHS • GOOD QUALITY FOR PRICE AND GOOD VALUE • STRONG TIES WITH THE LOCAL ASIAN GREEK COMMUNITY • OFFERS A WIDE ARRAY OF MERCHANDISE OTHER THAN APPAREL, INCLUDING PRINTED PRODUCTS WEAKNESSES • PROCESSING TIME IS LONG • SOCIAL MEDIA PRESENCE IS WEAK • LIMITED INVENTORY SPACE • LIMITED STAFF LIMITED EQUIPMENT • BUYING POWER OF BUYER IS LOW •
SITUATIONALANALYSIS SWOTANALYSIS OPPORTUNITIES • NEW DEMOGRAPHICS • NEW GEOGRAPHIC AREAS • ONLINE RETAIL IS BOOMING THREATS • ONLINE COMPETITION IS TOUGH • LOW BARRIER TO ENTRY • COLLEGE STUDENTS HAVE LIMITED INCOME
COMPANYOVERVIEW MARKETINGSTRATEGIES • CREATE A PRESENCE ON OTHER UNIVERSITY CAMPUSES BY CREATING BUZZ USING GUERILLA MARKETING TECHNIQUES • 3DGREEK STICKERS AROUND CAMPUS • STROLL IN THE MIDDLE OF CAMPUS AT PEAK HOURS
• LOYALTY PROGRAMS TO RETAIN CURRENT CUSTOMERS • EARN POINTS ACCORDING TO SPENDING AS A CHAPTER; POINTS SOMETHING MAYBE 20% DISCOUNT ON ALL PURCHASES THE FOLLOWING SEMESTER
COMPANYOVERVIEW MARKETINGSTRATEGIES • FOUNDERS CAN SPEAK IN PANELS IN FRATERNITY/SORORITY CONVENTIONS AND TALK ABOUT HIS ENTREPRENEURSHIP EXPERIENCE AND PROMOTE 3DGREEK • INSTAGRAM PHOTO CONTEST • HASHTAG #3DGREEK AND TAG RESPECTIVE CHAPTERS’ ACCOUNT • WINNER WINS SOMETHING OR A DISCOUNT • ATTEMPT AT VIRAL VIDEO • DEDICATED SOCIAL MEDIA MANAGER/TEAM TO CREATE POSTS AND CONTENT IN A CONSISTENT VOICE
COMPANYOVERVIEW SOCIALMEDIAMEASURES Metric
Reach
Posts
Feedback
Response Time
Facebook Fan Page
1,543 fans
Irregular
Range
Rarely
SOCIALMEDIAPLAN WEBSITEBLOG
SOCIALMEDIAPLAN WEBSITEBLOG •
CREATE A COMMUNITY FOR THE BRAND
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VIDEOS, ARTICLES, AND PROMOTIONS
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WEEKLY UPDATES
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TRACK SHARES AND UNIQUE VISITORS
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LOGIN WITH FACEBOOK
SOCIALMEDIAPLAN INSTAGRAM •
SHOWCASE 3DGREEK PRODUCTS
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CONTESTS EVERY TWO MONTHS WITH UNIQUE THEMES
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#3DGREEK, @CHAPTERNAME
SOCIALMEDIAPLAN MOBILEAPP •
CUSTOMIZE GEAR
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ACCOUNTS WITH EMAIL OR FACEBOOK
SOCIALMEDIAPLAN FACEBOOK •
CENTER OF INTEGRATED CAMPAIGN
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TAB SIMILAR TO MOBILE APP
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INSTAGRAM PHOTOS
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BLOG CONTENTS
SOCIALMEDIAPLAN KEYPERFORMANCEINDICATORS Social Media Pla,orm
KPIs (Year 1)
KPIs (Year 2)
Blog
Number of unique visitors reach 100 monthly
30% increase in unique visitors Generate an average of 5 interac=ons per post
At least 10 submissions to contests At least 20 interac=ons per entry/post
Submissions to contests reach 50 50% increase in interac=ons per entry/post
Mobile App
Downloads reach 100 Ac=ve users reach 20
Downloads reach 400 Ac=ve users reach 100
Likes increase by 15% Average engagement to reach 20 interac=ons per post
Likes increase by 20% Average engagement to reach 30 interac=ons per post
FINANCIALS STATEMENTOFINCOMEANDEXPENSE Year One Year Two Year Three Total Revenue Printing Revenue $74,913.00 $90,402.00 $133,920.00 Operating Expenses Employees $32,040.00 $40,000.00 $54,000.00 Payroll Taxes $2,810.00 $3,310.00 $4,014.00 Advertising and Promotion $10,000.00 $5,000.00 $5,000.00 Interest $- $- $ Depreciation $800.00 $800.00 $8,00.00 Raw Material $10,020.00 $18,039.00 $24,901.00 Building $14,000.00 $14,000.00 $14,000.00 Machine $4,000.00 $4,000.00 $ Total Operating Expense $73,670.00 $85,149.00 $109,915.00 Net Profit/(Loss) ($1,243.00) $5,253.00 $24,005.00
FINANCIALS BALANCESHEET Assets Cash Accounts Receivable Raw Material Equipment Total Assets
$20,000 $8,302 $10,020 $7,200 $45,522
Liabilities Accounts Payable Long Term Debt Total Liabilities Owner’s Equity Retained Earnings Total Owner’s Equity
$4,431 $47,000 $44,431 $15,870 $15,870
USESANDSOURCES Uses Sources Employees $32,040 Owner’s Equity $25,870 Payroll Taxes $2,810 Private Investors $20,000 Advertising and Promotion $10,000 Internally Generated $27,000 Raw Material $10,020 Building $14,000 Machine $4,000 Cash in Hand $10,000 Total $72,870
$72,870
TIMELINE PROMOTIONS
END OF APRIL/BEGINNING OF MAY • LAUNCH BLOG, MOBILE APP; ANNOUNCE CONTEST •
END OF MAY • FINALS OVER, FIRST CONTEST •
END OF JULY • WINNER ANNOUNCED ON BLOG AND FB; FIRST WINNER GET SIGNIFICANT PRIZES & WILL BE BLASTED ALL OVER TO HYPE UP THESE CONTESTS •
EARLY AUGUST • SECOND CONTEST, LASTING THROUGH RECRUITMENT •
CONCLUSION •
ENGAGEMENT AND LOYALTY INCREASE
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NEW CUSTOMERS
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3DGREEK BECOMES GO-TO COMPANY
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SALES INCREASE