Architecture Practice Journal _ Agora APP by Joyce Zhu

AGORA ONLINE ARCHITECTURE MARKETPLACE @agora

#agora

BUSINESS PLAN 2020 - 2030+

A D AGN O I E LR CAH O W A N T O N Y M A U B A C H - H O WA R D C H A N TA L L E YA R R O W DANQING ZHU

S T R AT E G I C P L A N

M A R K E T I N G + P R O M O T I O N S T R AT E G Y

PA G E S 2 - 3

PA G E S 6 - 7

FINANCIAL FOECAST + BUDGET PA G E S 1 0 - 1 1

BRANDING

O P E R AT I O N A L I S S U E S

PA G E S 4 - 5

PA G E S 8 - 9

AGORA | B U S I N E S S P L A N 2 0 2 0 - 2 0 3 0 +

W H AT I S A G O R A ?

O P E N S PA C E U S E D F O R ASSEMBLIES + MARKETS The First ever peer-to-peer market for architectural services Agora is an online desktop and mobile application that connects three main networks :

CLIENTS

Filter by: Timeframe, Job Scale, Skill Set

FREELANCE DESIGNERS

Freelance Architectural service registration – marketplace for the promotion of architectural professionals, draftspeople, tradespeople and odd-jobbers (administration, cleaning, transport) and match-making algorithms for skill-base.

C + D WA S T E S U P P L I E R

W H AT I S A G O R A' S D R I V I N G F O R C E ?

The Agora App will be launched within Melbourne, Australia, by four entrepreneurial registered Architects with mixed backgrounds in I.T, Advertising and Design. The Agora Model will see slow organic growth over the first year of pre-launch activities, with a concentration on application development and client user acquisition. Beginning with $105,000 startup capital, and a $20,000 scholarship from Melbourne Accelerator Program, the following two-years after official launch will see attention switch to branding awareness, professional user retention and promotion. With a temporary focus on small-scale low-cost residential alterations and additions to address our immediate concerns over the average housing standards of Melbourne, the ‘Agora’ App will will create a brand new never-seen before marketplace for architecture.

1. Create well-designed, socially responsible and environmentally conscious architecture at a reduced cost for the general public 2. Create an unbiased and inclusive virtual workspace, diverse in personnel and skill accounting for job flexibility, work-life balance, equity and disability concerns as well as gender parity. 3. Create a marketplace for construction and demolition waste, as well as community discarded ‘hard rubbish’ materials to be recycled or upcycled into future projects

AGORA | B U S I N E S S P L A N 2 0 2 0 - 2 0 3 0 +

Application Launch - events marketing. Operations Management - first subscribers Quality assurance management - all network registrations Client and user retention strategy Marketing - Google Adwords, App Store Optimisation, Browser Optimisation, Facebook Ads, Influencer events, Social Media avenues. APPLICATION LAUNCH PERTH

Specialised Marketing - targeted marked-led Facebook Ads Outsource growth-hacking after secured investment in Year 02 Outsourced Public Relations for communications and brand recognition Podcast Advertisements + Promotion through Archispeak, 99% Invisible Development of company handbook and set cultural norms Strong subscriber growth: 1000 standard subscribers, 400 platinum subscribers and growing fast

APPLICATION LAUNCH BRISBANE Collaboration with shared-economy brands such as co-working and co-living companies. Replicated Melbourne model within other Australian CBD - Perth, Brisbane. Proposals for global growth, with next International case study city Portland, Oregon. APPLICATION LAUNCH INTERNATIONAL EXPANSION PORTLAND, OREGON, U.S.A

I N T E R N AT I O N A L G R O W T H NET PROFIT ~ $2 MILLION OVER 10,000 SUBSCRIBERS

S T R AT E G I C P L A N

Application development - Beta testing, market research, focus groups, test phase. Client proposal acquisition - early adopters and stakeholder engagement. Partner organisation projects temporary collaborative structures/ events. Implementation of Marketing and Promotional strategy. Official Office Space / Permanent Address for founding directors Small architectural commissions - Marketing by prototyping built outcomes Establishment of 3 new retail proposals by Arnsdorf partnership. APPLICATION LAUNCH MELBOURNE

E X PA N S I O N

Material donation and recycling marketplace – platform for the recycling of hard rubbish and construction and demolition ‘waste’ materials from commercial contractor company registrations.

The Agora App will disrupt the built environment sector in Melbourne, developing opportunities not only for designers, but for the building, civil, and construction industries alike. Furthermore, with the upheaval of traditional business organisation, the removal of unnecessary non-project based fixed overheads, and the automation of services, jobs will be rendered for clients at a reduced cost. Architecture will no longer be an unobtainable and exclusionary service. Agora will make architecture more accessible. As the name suggest, Agora will be a two-way, online mobile marketplace for both freelance professionals and clients; matchmaking supply with demand.

L AU N C H

Client project proposal marketplace - registration service for temporary structures, pop-up designs, small-business and commercial shop-front fit outs and interior design and small-scale residential alterations and additions

T H E A G O R A A P P L I C AT I O N P R E - L AU N C H

AGORA (NOUN) : A PUBLIC

INCEPTION

International Recognition - expansion into U.S.A, South East Asia Singapore, Malaysia with replicated Melbourne Model. Further Market Research - understand where Agora can potentially expand to Recruitment - recruitment of both Australian-based and international teams. Application Expansion Package - projected to include a 'teams' function so to take on larger scale projects

T H E A G O R A A P P L I C AT I O N C O M P E T I T O R A N A LY S I S From inception Agora will be completely online; we have no need for a physical business address nor the costs that come with it for the inital 6months of business. Primarily existing as both a desktop and mobile application, Agora will tap into the Apple Store and Google Play platforms for initial no-cost advertising in the first year of development. Agora hopes to build traction by utilising collaborative events to build a network of early adopters for brand recognition as well as product precedents to utilise on our social media platforms. Q UA L I T Y O F B U I L D I N G M AT E R I A L S BEING TRADED

SIZE OF TRADING NETWORK

• Trend towards digitally based 'sharing economy' businesses • Agora fills the gap as the first peer-to-peer market for architectural services • Building construction waste accounts for 40% of Australia's total waste. Agora's platform links construction sites (waste creators) with designers and their prospective architecture clients as a 'one-stop-shop' for upcycling building materials • Existing informal platforms for material trade and C&D waste recycling are Ebay, Gumtree, and community Facebook groups • Unlike competitors, Agora provides built in quality assurances for material selection • Design professionals assist clients in the whole design lifecycle from recycled material selection to design completion The most exciting aspect of the Agora model is growth. Initially commencing with client registration for skilled services incorporating areas of architectural design such as research, analysis, feasibility studies, schematic design, design development, documentation and project management, the Agora App plans to expand into many more fields encompassing the construction and civil morphoses. Planning for accelerated growth, Agora hopes for a global future. Trialling the platform in alternative Australian cities after benchmark success has been reached within Melbourne, Agora will move to both Brisbane and Perth, before landing internationally in Portland, Oregon. However, don’t be misled – whilst Agora may think globally, we still act locally.

S T R AT E G I C P L A N

AGORA | B U S I N E S S P L A N 2 0 2 0 - 2 0 3 0 +

S W O

STRENGTHS • Varied skill and network capabilities of founding partners - IT, Marketing, Design + Architecture • Low cost start-up (online business) • Technologically driven and online savy team

WEAKNESSES • Limited initial funding ($125k) • Much still to learn about built environment industry (mitigate by speaking regularly with mentors from MAP scholarship)

• •

•

OPPORTUNITIES Construction waste recycling is a pertinent problem and hot topic in Australia, especially Victoria No directly comparable digital competitors in this niche space of business. We are disrupting the norm. The topic of waste recycling and sustainability speaks to many people within and outside the industry

T H R E AT S • •

Government regulations/restrictions to construction waste recycling process Safety assurances (quality control of material being recycled)

Instead of the traditional system of architectural practice, Agora focusses on three networks; employment relationship, business operation and material disposal.

M O B I L E O P E R AT I O N S Your architectural office is our architectural office. Without a physical business address, our home and main port of communication becomes the online desktop or mobile application. We also proceed our marketing on current social media, like twitter and instagram.

D I V E R S E E M P LOYM E N T Agora is aimed at creating a diverse network of employees. By creating a peer-reviewed employment system, Agora provides working opportunities ranging from architectural professionals to unskilled labour.

C + D WA S T E S U P P LY

The literal meaning of agora is ‘gathering place’ or ‘assembly’. O r i g i n at i n g f ro m A n c i e nt G re e k , A go ra a i m s to co nvey enthusiasm and ambition to gather a series of architectural services, in this first ever peer-to-peer online marketplace. Just like the central public space in Ancient Greek city-states, Agora is open, dynamic and inclusive, giving all people, no matter professionals or unskilled labourers, a role to play.

C O M PA N Y I D E N T I T Y

A g o ra ' s l o g o i s a n a b st ra c te d re p re s e ntat i o n o f t h re e combined forms, with a contrasted edge. The three forms indicate the three commencing networks and pillars of Agora's marketplace model: Freelance Architectural services, Client Proposal and Project Registration, and the Material Marketplace, whilst the voided and blank areas of the abstracted form clearly represent the "removal" of unnecessary traditional methods of business.

As there is an urgent need to deal with the consistently increasing amount of construction and demolition waste worldwide, especially in regards to commercial projects within Greater Melbourne, Agora takes recycling seriously. Not just as an answer to the environmental crisis, but to provide our clients with reduced costs. The style guide specialises individual icons designated for three major end customers corresponding to different services. For easy identification, when utilising the app, the user will click the icon to be diverted and directed to their target service system. CLIENT

FREELANCER

SUPPLIER

ST YLE CONCEPT + DESIGN

B R A N D LO G O

Agora branding emcompasses two colour strategies with opposing white and black background contexts, offering flexibility to establish suitable aesthetic value in different social media outlets. White background Instagram, Pop up store, journal/text based platforms

AGORA

Voided Space

Abstracted pillars of Agora Model

AGORA

Company name (Font: Myriod Pro)

Agora has chosen a two-colour system within our branding Style Guide to highlight the two-way shared economy model underpinning our strategic plan. Utilising colours 'scarlet' and 'beige', we want to purposely stand apart from other colour palettes saturating the app industry today.

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CMYK(%) 51,100,88,30 RGB 116,22,35

Utilised to target the architectural audience, this logo version attempts to highlight the companies commitment to professionalism

LO G O A P P L I C AT I O N Left: Mock-up design for pop up store signage Right: Mock-up design for site high-vis clothing

ST Y L E G U I D E

AG O R A SCARLET

Agora applies the default, logo with white background on the predominate of all promotional material to convey a feeling of minamalism and simplicity. Black background Twitter, Agora App - both desktop and mobile version login pages

Network

BRANDING

C O M PA N Y N A M I N G

AG O R A B E I G E

CMYK(%) 15,18,21,0 RGB 223,210,198

BRANDING M A J O R P L AT F O R M

Our major platform is an desktop and mobile application. There are three client network sign-in portals with designated services for three types of customers: client, freelancer and supplier.

agora

INSTAGRAM Default Agora logo with white background is utilised for Instagram, to align with the minimalistic vibe of photo-sharing. Instagram will be used mainly for branding research, event marketing and to communicate current and upcoming client proposals. TWITTER The Agora logo with black background is utilised for Twitter. Twitter represents a news broadcasting channel. Agora will be seen on twitter posting current industry news and research as well as social issues related to C+D waste removal, so to maintain currency with the architectural market, employment issues and material recycling. Social media platforms facebook, google+ are simply used for promotional purposes.

5 20.451 views agora Coming soon！ #agora #allaboutarchitecture View all 245 comments 2 DAYS AGO

SOCIAL MEDIA PRESENCE As Agora company operates online, without a physical location, the role of social media is extremely integral to communication channels. EXSITING SOCIAL MEDIA Agora carefully selected two existing social media streams; instagram and twitter, as an extended platform for branding, promoting, and marketing content. The choice of these platforms was mainly based out of their user demographic, as well as content management. As Agora has no need for an external CRM database, google analytics needed to work seemlessly with the social accounts.

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CLOCKWISE FROM TOP-LEFT Top-Left: Mock-up design for Twitter landing page Top-Centre: Mock-up design iPhone Homescreen with Installed App Main Image: Agora Desktop + Mobile Sign-In Page Bottom-Centre: Mock-Up Agora App Bottom-Left: Mock-Up Agora Instagram Posts

TA R G E T M A R K E T For launch, Agora has chosen Melbourne as our pilot city, due to the high number of building approvals per month; higher than any other Australian capital city. Over half of registered architects in Victoria are under the age of 40, something we have taken into consideration not just in our marketing and promotion, but in the design of the application itself, with statistical analysis and demographic breakdowns of other shared economies, such as Uber and AirBnB, listing success specifically in this target audience.

WITH THREE MAIN STAKEHOLDER NETWORKS, AGORA’S MARKET RESEARCH HAS BEEN DIVIDED ACCORDINGLY INTO THE THREE AREAS OF; THE CLIENT, THE FREELANCER AND THE SUPPLIER.

MARKETING +PROMOTION MARKE TING STR ATEGY

M A I N S H O R T-T E R M M A R K E T I N G G O A L S To penetrate the competitive $335 billion peer-to-peer shared economy by creating fine-tuned, researchled and responsive promotional campaigns to capture and retain potential user groups (clients, freelancers + suppliers).

THE CLIENT Current international market research lists Melbourne as the second most expensive city in which to build. Compounding this issue is also a tightening of lending restrictions stemming from the 2008 Global Financial Crisis. In Melbourne especially, due to the tendering phases of the Melbourne Metro infrastructure upgrades, construction wages and labour costs are at an all-time high. Agora will market directly to those who has been marginalised by current architectural processes. As such, the desired client-based incorporates renters, home-owners or small-business entrepreneurs who are wanting to upgrade, renovate or add to their current space by the way of architectural services, however without the usual price-tag. We a c k n o w l e d ge h o we ve r, p o te nt i a l c l i e nt s a l s o i n co r p o rate m i d - a ge d professionals, having acquired inter-generational property wealth, wishing to add or alter their home by Agora due to online millennial popularity.

THE FREELANCER

Clients projects will centre around alterations and additions to residential projects, small business or retail shop fit outs and interior design, small scale pop-up design or temporary structures Within the last decade ACA suggests more architectural professionals are opting to work less hours with the preference for part-time work. The Agora subscription-based app, will be marketed for individuals looking either to work from home or to step away from full-time work. Despite Victorian Architectural Schools graduating more females than men, there still exists a large decline in women in architecture over the age of 29, encompassing only 20% of registered architects in Victoria. The Agora model, with the freedom of selection of projects based on scale, timeline and skillset, would allow for both women and men to more seamlessly balance work and home responsibilities. The proportion of architects still engaged in industry over the age of 60 is currently increasing, suggesting potential freelance registrations may also incorporate the older generation wishing to maintain creative outlets.

Freelancer registrations will include skilled professionals in the built environment sector, including architecture, engineering and construction industries and incorporate drafts-people, tradespeople and off-jobbers.

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MARKE T CONTEX T Currently the built environment industry in Australia, including both architectural and construction services, is worth over $100 billion, employing over a million people. Yet, despite predictions that the industry will maintain a steady 2.6% revenue growth per annum, clients have been reporting increasing difficulties with sourcing skilled labour. Concurrently, there is also a market saturation of architectural services, with graduates of architecture Australia-wide, increasing upwards of 40% in the last decade.

POSITIONING

Whilst Melbourne house prices have been falling consistently over the last three quarters, current research suggests Australians spend over $7 Billion per year on renovations requiring planning approval, with a growth index of 7% per annum, suggesting home owners are opting to renovate over buying + selling. In fact, Australia still has one of the world’s least affordable housing markets, with the cost of professional architectural services out of reach for the majority, with only an estimated 5-10% of dwellings designed through architectural means. Agora sees this climate as a huge opportunity. Utilising the peer-to-peer shared economic model, Agora will drastically reduce the usual cost of these services by cutting both fixed and variable overheads. From inception, Agora will position itself as a disruptor to the status-quo, reinventing architectural processes and community networking, and inturn defining its very own market.

THE SUPPLIER The Latest data from Sustainability Victoria indicates approximately 47% of waste to landfill within the state is generated from the construction and demolition industries, predominately commercial projects. Yet, concurrently, industry experts suggest the sourcing of building materials remains a key issue. Furthermore, with an upset to the recycling industry this year, there is more pressure than ever for local municipal bodies to re-strategise waste removal and recycle. The supplier will generally encompass commercial contractor companies upcycling waste from construction and demolition.

YEARS 0 - 1 OBJECTIVE : USER ACQUISITION TARGET MARKET : CLIENT PROPOSALS

@agora

MARKETING COSTS YEARS 0 - 1

10% GROSS REVENUE

#agora

YEARS 1 - 5 5 - 8% GROSS REVENUE

~$7,500 BUDGET

YEARS 10 10% GROSS REVENUE

• App Store Optimisation - Apple Store, Google Play • Social Media presence - Instagram + Twitter (refer to branding strategy, Page 05) • Collaborative Architectural Journal Editorials • Target early adopters through precedent architectural

~$80,000 BUDGET • Outsource growth-hacking after secured investment in Year 02 • Outsourced Public Relations for communications and brand recognition • Podcast Advertisements + Promotion through Archispeak, 99% Invisible

free platform advertising such as

• Outsourced Graphic Design for design of freelance/client merchandise

Google Play to reduce promotional

projects - temporary pop-up retail outlets for

costs, marketing budgets will be

Arnsdorf by in-house architectural team. Event

directed to maximising Launch

organisation on location to capatalise on projects.

Events in 2021, as well as user

• Brand Awareness - City of Melbourne PTV bus, tram +

retention and conversion rate

train promotional material + signage (see imagery)

OBJECTIVE : NATIONAL RECOGNITION TARGET MARKET : ALL CURRENT NETWORKS EXPANSION : PERTH, BRISBANE MARKETS

Utilising in-house talent as well as Instragram, Twitter + App Store /

Matters Journal + Design Files

YEARS 3 - 5

and further branding opportunities • Influencer events and marketing - including Innovate Expo, Digital Disruption X, ad:tech.

• Paid Tech Reviews by known App Influences

G LO B A L SUCCESS

optimisation.

• Market research - establish focus groups + best testing for Year 1-3 promotional strategies - Google

LAUNCH EVENTS MELBOURNE

Adwords, Facebook market groups

P R E - L AU N C H

L AU N C H

BETA TESTING FOCUS GROUPS

RA d AGoOnso re Sp

LAUNCH EVENTS PERTH

• Recognition within Australia from growth in multiple capital cities

~$50,000 BUDGET

• Tech World recognition via review/influencer industry

events at MPavilion, NGV + Parlour • Google Adwords - targeted as per market research during Year 0-1 • Facebook Ads - targeted to under 40yr architectural professionals • Incentivised registration phase exponential user registration through recommendation

• Market research - establish focus group to understand differences needed to be accounted for with different marketplace

including Perth + Brisbane.

• Brand Awareness - Local Portland community promotion including reviews and speaking tour about success of

• Collaboration with real-estate peer-to-peer marketplaces such as Airbnb

application in Australia

to renovate residential houses into commercial properties for homestays

• Collaborative Architectural Editorials - PDX Monthly

• Collaboration with Melbourne-based real-estate agents to establish a

• Social Media presence - additional accounts for 'Agora

broader network of landlords wanting to renovate properties + increase

Portland' established to identify different markets

housing standards • Collaboration with local municipalities re: waste removal ~ gain

~$200,000 BUDGET

recognition in the Melbourne sustainable community

OBJECTIVE : INTERNATIONAL RECOGNITION EXPANSION : PORTLAND, OREGON

• Application for B Corporation certification - opportunity to open a new network of other companies with B Certification

schemes

LAUNCH EVENTS U.S.A

LO C A L G R O W T H

OBJECTIVE : LAUNCH APP TARGET MARKET : FREELANCER

• Launch Tour - Melbourne speaker

A AGOrRa.com.au ago

LAUNCH EVENTS BRISBANE

AUSTRALIA + S.E. ASIA U.S.A EXPANSION

YEARS 10 + I N T E R N AT I O N A L G R O W T H

YEARS 1 - 3

PROMOTIONAL TIMELINE

MARKETING+ PROMOTION AGORA | B U S I N E S S P L A N 2 0 2 0 - 2 0 3 0 +

YEAR 10

PORTLAND

YEAR 3

PERTH

YEAR 5

BRISBANE

YEAR 1

MELBOURNE

AGOR A PERSONNEL

DIRECTOR OF ENGINEERING

As the Agora business model focuses on both working professionals and clients, the company will be divided into three different categories – founders, users and employees. The 4 founders (all registered architects) will be employed by Agora, full-time 38hrs per week. Each partner has a different set of skills and a fair share of responsibilities to handle. There is no determined hierarchy and the firm is split equally between 4 shareholders.

DIRECTOR OF MARKETING

CHIEF OPERATIONS OFFICER (C.O.O.)

ANTONY MAUBACH-HOWARD 25% SHARE

CHANTALLE YARROW 25% SHARE

DANIEL CHOW 25% SHARE

DANQING ZHU 25% SHARE

EXPERTISE IN IT/SOFTWARE ENGINEERING

EXPERTISE IN MARKETING + ADVERTISING

EXPERTISE IN HUMAN RESOURCES

EXPERTISE IN DESIGN + CLIENT PROPOSALS

• • •

Highly skilled in software development Good level of patience Tech savvy

APP DEVELOPMENT ENGINEERING TEAM

DIRECTOR OF PROJECTS

INTERNATIONAL DIRECTOR

YEAR 10+ HIRE

• •

Superb creativity and graphic design skills Highly confident public speaker

• •

Solid communication and journalistic skills High likability and social intelligence

• •

High levels of design + graphic design skills High level of focus + attention to detail

•

Confident in Social Media platforms

•

Reliable nature

•

Highly focused

GRAPHIC DESIGN PUBLIC RELATIONS

CITY-BASED PROJECT LEADERS EXECUTIVE + ASSOCIATE TEAMS

OPER ATIONAL ISSUES

1 • Partners set up business

AGORA | B U S I N E S S P L A N 2 0 2 0 - 2 0 3 0 +

2 • Contracts are legally

handbook and set

company's vision and goals

conditions stated

cultural norms

carry out a beta release • Find potential pop-up temporary collaborative events at social events • Acquire office space, set up insurance and licensing fees

YEAR 0-1

• App is now officially open to public • Collaborate with pop-up events

• Develop company

drawn up with terms and

• Scout for app developer and

INTERNATIONAL GROWTH INTERNATIONAL RECRUITMENT

strategies and discuss the

• Network with potential clients

QUALITY ASSURANCE CLIENT PROPOSALS

• An in-house team • Perth and Brisbane

will be employed

team will be hired to

to work on specific

and ensures an optimal

expand on business

tasks

user experience

operations

• App is fully developed

• Application will be

• App will be further

• Press releases will be issued in

reviewed by tech

improved to include

regards to any

to liase with potential

websites and social

new features

updates

investors and stakeholders

influencers

• Attend networking sessions

• Budget transportation and PR costs

YEAR 1-2

• Private investor will be funding expansion plans

YEAR 2-3

• Conduct market

• Salaries for the in-

analysis to understand

house team will be

needs and activities

issued

YEAR 3-4

YEAR 5+

P E O P L E O P E R AT I O N S A business strategy will be formulated to achieve Agora’s plans, objectives and goals. This will include contract agreements with specific terms and conditions that ensures proper requirements between client, supplier and user. As the company expands, a handbook will be developed with cultural norms to ensure that everyone is on the same page. A team of in-house designers will be employed with designated roles to target specific activities. Agora will also be outsourcing PR and transportation means as a solution to keep our costs down.

E N G I N E E R I N G + I . T. S U P P O R T An app developer will be hired to further develop the app with a large emphasis on user experience and functionality (both desktop and mobile version). The app will ensure that the interface allows for easy access to functions with push notifications for both client and supplier. A beta release (second phase of software testing in which a sampling of the intended audience tries the product out) will be released before the public release of the application. Maintenance of the app will be done in-house.

T H I R D PA R T Y E N D O R S E M E N T S

OPER ATIONAL ISSUES E X I T S T R AT E G Y YEAR 0 - 5

Working with prominent stores, events, concerts and designers through pop up stores is a key element in ensuring the promotion of the company. The application will be endorsed through reviews from tech websites, social media influencers and past designers we have collaborated with to exemplify interest in this marketplace.

ONGOING ASSESSMENT Our users are our number one priority and feedback for the app is crucial for improvement. A customer and market analysis (changes in needs, market, competitive activity) will be conducted while testimonials from loyal customers may also be requested. Press releases will be sent out regularly to announce new features and future developments on the application. Each of the 4 founders will also be networking with key people in the building/construction/ design industry to expand and gain recognition for the business. This is also a crucial period to liaise with private investors and stakeholders.

MANAGING OVERHEADS

In the unlikely event of a partner leaving the business, an exit strategy will be agreed upon preceding the launch of Agora.

As the firm is split equally between the 4 founding partners, the leaving partner will have his/her equity position obtained by the rest of the partners. This buyout will not only ensure the progression of the company but also allows the existing partners to slowly decide upon viable future options. It will be understood that the leaving partner may not get compensation or return of investment at the time of departure. This will allow for the continuation of the business without compromising on the company's vision or values.

YEAR 5 + As Agora is predominantly an online business, the rent of an office space should be relatively low. There will be admin expenses alongside insurance and licensing fees. The ongoing maintenance of the application will also contribute to the overhead amount. Salaries for inhouse designers and Agora drivers will be predetermined.

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If a partner decides that he/she would like leave Agora after a period of 5 years, another exit strategy will be put in place. The leaving partner will still have a right to 25% of the profits but he/she will no longer have an official position in the business.

I D E A D E V E LO PM E N T / P R E - L AU N C H

0 • Initial funding - $155k

Income generation - User subscription fees. High user growth YEAR 1-3. First ever peer-to-peer model for architectural services

• Rent office - 4 founders working full-time on Agora • Develop app

Standard subscribers - Individuals pay $200 per year for unlimited use of the Agora platform Platinum subscribers - Businesses pay $1500 per year for unlimited use of the Agora platform Small architectural commissions - Marketing by prototyping built outcomes as examples of the potential of the Agora platform. However, not main income generator but to use to foster industry relationships. Core team - 4 founding directors. Additional services (for example maintenance of app) outsourced to trusted third parties

M E L B O U R N E L AU N C H YEAR 1 - Short term plan • $30k loan • Launch app • First architectural commission - small scale. Local media attention

GROWTH AND INVESTMENT

Investor - With healthy subscriber growth, Agora will take on a new investor ($100,00, 10% owner) who should have industry expertise to mentor the founders and link the company with built environment industry

• First subscribers - small scale, local

• First healthy yearly profit: $118k • Investor - $100k, 10% share

AGOR A FINANCIALS

• High quality website & app - Strong internet

S TANDARD S UBS CRIP TI O N $200 / YE AR

traffic, local word of mouth buzz, local community

PL ATINUM S UBS CRIP TI O N $1500 / YEA R

presence • First architectural commission - small scale. Local media attention Expand: High growth target markets

• Good subscriber growth - 280 standard subscribers,

SUBSCRIBE NOW

200 platinum subscribers Launch in Perth: year 3

Launch in Brisbane: year 5

L A U N C H I N T E R S TAT E YEAR 3+ Long term plan • Many architectural commisions - many small scale architectural commisions come through Agora app. Many successful built outcomes in Melbourne. • Strong subscriber growth - 1000 standard subscribers, 400 platinum subscribers and growing fast • Strong internet traffic - 70% of users log in daily • Marketing push - Emphasis on platinum subscibers

10K

S U BS C R I B E R S

Launch in Portland, USA: year 10

STANDARD

PLATINUM

to new Agora locations

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YE A RS

INCOME & EXPENSES TRENDS

C H A R G E O U T R AT E S - 4 F O U N D E R S TIME S A L A R Y P. A

6 MONTHS $60,000.00

12 MONTHS $60,000.00

2 YEARS $64,000.00

3 YEARS $68,000.00

5 YEARS $72,000.00

10 YEARS $80,000.00

T O TA L W O R K I N G H O U R S

1,658

H O U R LY R AT E

$33.80

$36.20

$38.60

$41.00

$43.40

$48.25

O V E R H E A D FA C T O R ( 2 . 5 )

$84.50

$90.50

$96.50

$102.50

$108.50

$120.63

PROFIT (20%)

$16.90

$18.10

$19.30

$20.50

$21.70

$24.13

$101.40

$108.60

$115.80

$123.00

$130.20

$144.75

• Fast growth due to online user subscription business model • Overall business profit $117k within 2 years • Profit $1.97 million within 10 years

P R O F I T & L O S S S TAT E M E N T

C H A R G E O U T R AT E

TIME

6 MONTHS

F O U N D E R C A P I TA L

$100,000.00

LOA N

$30,000.00

INVESTOR

$100,000.00

M E L B O U R N E A C C E L E R AT O R P R O G R A M F U N D I N G

$20,000.00

FUNDRAISING

$5,000.00

USER SUBSCRIPTION FEES

ARCHITECTURAL SERVICES T O TA L I N C O M E

12 MONTHS

2 YEARS

3 YEARS

5 YEARS

10 YEARS

$356,000.00

$800,000.00

$2,100,000.00

$8,750,000.00

$2,000.00

$10,000.00

$20,000.00

$50,000.00

$125,000.00

$32,000.00

$466,000.00

$810,000.00

$2,120,000.00

$8,800,000.00

INCOME

EXPENSES 4

Num. founders

Fo u n d e r s s a l a r y p. a

$120,000.00

Num. other staff

BUDGE TING ONLINE PEER-TO-PEER MARKE TPL ACE APP

$9,000,000 4

$120,000.00

$256,000.00

$272,000.00

$288,000.00

$320,000.00

S a l a r y p. a ( o t h e r s t a f f )

$130,000.00

$260,000.00

$520,000.00

Num. overall staff

D e p re c i at i o n p. a ( te c h e q u i p m e nt )

500

1000

2000

5000

10000

100

P l a n n i n g p e r m i t co s t s p. a ( $ 5 0 2 p e r s i te )

1506

6024

12048

F i r s t A i d Tr a i n i n g p . a ( a l l s t a f f )

$1,000

$1,500

$2,000

$3,000

Po l i ce Ch e c k s p. a ( a l l s t a f f )

$800

$1,200

$1,600

$2,400

S o l i c i to r Fe e s p. a

$1,000

$5,000

$8,000

$10,000

$20,000

Acco u nt a nt Fe e s & l o a n re p ay m e nt p. a

$2,000

$5,000

$15,000

$50,000

U t i l i t i e s p . a ( g a s , w a t e r, s o l a r e t c . )

$1,000

O f f i ce R e nt p. a

$10,000

$20,000

$40,000

$100,000

I n s u ra n ce co s t s p. a

$4,000

$16,000

We b s i t e b u i l d a n d m a i n t e n a n c e

$18,000

$20,000

$25,000

$40,000

$50,000

$80,000

M a rke t i n g Co s t s p. a ( m a j o r i t y o n l i n e )

$2,500

$5,000

$10,000

$40,000

$80,000

$200,000

O f f i ce Eq u i p m e nt p. a

$400

$8,000

$16,000

$25,000

O f f i ce Ch r i s t m a s Pa r t y p. a

$500

$1,000

$5,000

T O TA L E X P E N S E S ( $ )

$145,500.00

$173,306.00

$348,324.00

$547,726.00

$1,621,304.00

$6,822,280.00

N E T P R O F I T - P R I O R T O I N C O M E TA X

-$20,500.00

-$141,306.00

$117,676.00

$262,274.00

$498,696.00

$1,977,720.00

$4,000,000

TOTAL INCOMING

TOTAL EXPENSES

NET PROFIT

$1,000,000

0 AGORA | B U S I N E S S P L A N 2 0 2 0 - 2 0 3 0 +

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Architecture Practice Journal _ Agora APP

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