COMMUNICATION
business plan
00.INDEX
01. What need is satisď€ ed Benvenuto
02. General description Open the door
03. What services does Special needs
04. Competitors Make competition, not war
05. Market size My Marketplace
06. Market approach Word of mouth
07. Operating plan Special Weapons Assault Team
08. Organization chart Thinking Behavior
09. Startup costs Budgetplaces
10. Milestones Broke Back Even Point
What need is satised
“Success is nding satisfaction in giving a little more than you take” (Christopher Reeve)
L
anguage, Tradition and Culture.
Three words to describe in a simple way the common features which must have a population to be considered as such. The perfect knowledge of traditions and customs of a population are key competences to plan communication strategies in a foreign market. Claque helps foreign companies of products or services to increase, improve and consolidate its brand awareness in the Italian market to increase the area of inuence of more than 60 million potential buyer's.
COMMUNICATION
01. Benvenuto
“La p detta viene senza
General Description
“Science and technology revolutionize our lives, but memory, tradition and myth frame our response.” (Arthur M. Schlesinger)
O
rganised by areas of expertise, Claque provides
consulting and management of advertising to develop projects and brands, also starting from a simple idea or a product already on the market. All aspects that build communication, from language to visual communication, are thought using the expertise of online and ofine advertising, and then developed concretely with continuous monitoring of expected results and the evaluation of effects. Core activities are managed by the development team of communicators and designers, supported by project managers who plan the guidelines for the advertising. Our strengths are quality, exibility, networks within the territory and the extraordinary ability to work effectively on brand awareness.
02. Open the door
A
fter a preliminary period of study of communication
strategies of the brands in domestic market (and possibly in other national markets where it is present) and of Italian target markets, the project manager will indicate guidelines to followed in choice of media, visual communication and linguistic aspects and optimize plan to the set target and the most appropriate advertising materials.
PLANNING OF COMMUNICATION STRATEGY
BRAND STUDY Analysis of the brand or product in its domestic market MARKET STUDY Study of Italian target markets and strategies used by competitors CHOICE MEDIA Evaluation of the most suitable multimedia tools STRATEGY Setting guidelines and strategy
03. Special Needs
What services does
“The best way to nd yourself is to lose yourself in the service of others.” (Mahatma Gandhi)
T
hen the development team arranges activities relatively to
the strategies adopted, with the help of the internal team composed of communicators, graphic designers, and editors. The visual and textual content will be developed by a group of freelance based on guidelines, of current activities of the brand at home and explained and shown to the customer before publication.
IMPLEMENTATION OF ACTIVITIES AND MONITORING OF RESULTS IMPLEMENTATION STRATEGY Authoring and publishing textual and visual contents MONITORING Evaluation of the expected results according on the target CORRECTION Based on the monitoring, changes the strategy settling DEVELOPMENT expansion of activities and team
Competitors
“The supreme art of war is to subdue the enemy without ghting.” (Sun Tzu)
UP&UP Communication Agency, Brescia Up & Up is a communication and marketing agency, structured to offer a strategic approach to the market, to achieve measurable results with experts for each business, to develop communication projects oriented at achieving the objectives shared with the customer.
IMAGINE Communication Communication company, Milan International communication, marketing and training company headquartered in Rome and based in Milan, working on national and international campaigns for communication and marketing, media relations, online communications, advertising and corporate identity, creation and organization of events for companies .
BMP Consulting, Rome BMP offers to Italian and international companies a wide range of customized services, managed exclusively by senior consultants guaranteed by contract.
04. Make competition, not war
Market Size
“It's not the size of the dog in the ght, it's the size of the ght in the dog.” (Mark Twain)
E
xpand their businesses in Italy is not only the opportunity to
propose on a market of 60 million potential buyers, but also a business card of quality to be shown worldwide. Iimports in Italy have increased 34,000 million euro in June 2015; although for the most part these are imports of the raw material sector, there is no doubt that in Italy is back the urge to buy quality products. Noting that small-medium enterprises (about 20 million in all) who trade towards Italy are less than 1 percent is no doubt that the market potential is immense for Claque.
05. My marketplace
Market Approach
“Education is the most powerful weapon which you can use to change the world� (Nelson Mandela)
S
tarting from a clear communication about what you can do
to bring a brand in Italy, the target is to convince companies to trust and initially help develop content. To get customers and to be known in the market the main strategy is to contact the European SMEs through foreign travel, contacts and social netoworking and make the most of the buzz that is generated.
06. Word of mouth
Operating Plan
“Setting a goal is not the main thing. It is deciding how you will go about achieving it and staying with that plan” (Tom Landry)
ANALYSIS Scenario evaluation DEFINITION BUDGET Evaluation of costs and prots EVALUATION PRICES Based on hourly cost (50%) The rest on targets according to expectations DEVELOPMENT Business expansion and the various persons.
S
trategic planning, to follow
the steps that are planned, goes around the large potential market represented by all over Europe and is only limited by the difculty of nding companies willing to invest selling in Italy.
SWOT analysis STRENGHT Market breadth Chances of nding high value products Italian xenomania Provide a service for investment that brings real gain OPPORTUNITY Growth in imports in Italy Steadily increasing speed transport and shipment Increased foreign SMI presence in market
WEAKNESS Competition of multinational companies Difculty in raising funds for investment Devaluation perceived by Made Out THREAT Economic crisis Distrust in investment Distrust in the Italian market
07. Special Weapons Organization Team
Organization chart
“The achievements of an organization are the results of the combined effort of each individual”
(Vince Lombardi)
T
he organization chart has a pyramid structure in which the
administration depends directly by the CEO and the customer management is entrusted to the PM that dene and monitor the strategy with the development team that uses freeleances for the creation of multimedia content.
CEO
Each customer is assigned to a PM. He’s responsible for the assessment and the creation of the strategy
VISUAL
EDITING
ADMINISTRATION PROJECT MANAGER
MEDIA
VISUAL
SALES
EDITING
ADMIN
MEDIA
H.R.
Team organized for skills, controls and publishes content created with DEVELOPMENT TEAM the help of freelance content creators
Content creators are guys who work remotely and create multimedia directed by the team SOCIAL
I.T.
BLOG
VIDEO
08. Thinking Behavior
DESIGN
GRAPHIC
FREELANCE CONTENT CREATORS
Startup costs
“My favorite things in life don't cost any money. It's really clear that the most precious resource we all have is time”
(Steve Jobs)
FÎ Ĭ İ Ĭ Rent coworking area Stationery Equipment Administrative Business consultant Distribution costs Project Manager Team Work Refunds freelancer Any other AMOUNT REVENUES Client 1 Client 2 Client 3 Client 4 Client 5 Client 6 Client 7 Client 8 Client 9 Client 10 SUM ODDS
START UP € 9.600,00 € 1.750,00 € 11.400,00 € 6.000,00 € 1.000,00 € 25.000,00 € 30.000,00 € 60.000,00 € 20.000,00 € 1.000,00
2nd YEAR € 9.800,00 € 800,00 € 2.000,00 € 6.200,00 € 1.200,00 € 30.000,00 € 30.000,00 € 60.000,00 € 50.000,00 € 1.000,00
3rd YEAR € 10.000,00 € 800,00 € 2.000,00 € 6.500,00 € 1.400,00 € 35.000,00 € 60.000,00 € 120.000,00 € 80.000,00 € 1.000,00
€ 165.750,00 € 191.000,00 € 316.700,00 START UP € 24.000,00 € 5.000,00 € 1.500,00 € 10.000,00 € 30.000,00 € 25.000,00 € 21.500,00 -
2nd YEAR € 27.000,00 € 6.000,00 € 2.500,00 € 15.000,00 € 40.000,00 € 30.000,00 € 50.000,00 € 24.000,00 -
3rd YEAR € 30.000,00 € 10.000,00 € 3.500,00 € 20.000,00 € 50.000,00 € 35.000,00 € 75.000,00 € 50.000,00 € 60.000,00 € 50.000,00
€ 117.000,00 € 194.500,00 € 383.500,00 -€ 48.750,00 €
3.500,00 € 66.800,00
09. Budgetplaces
Milestones
“Life isn't a matter of milestones, but of moments.” (Rose Kennedy)
€ 500K € 400K € 300K € 200K € 100K €AVVIO
W
2° ANNO
COSTI FISSI
BREAK EVEN POINT COSTI
RICAVI
ith approximately € 150k of xed costs, more than the
number of clients of the agency, the average of the customer rise in variable costs, therefore the incidence in workers costs is proportional to the workload of individual customers rather than quantity. This allows us to increase from one to three teams working in two years, and from 7 customer for team at the start, to 3 clients for team in the 3rd year, allowing greater customer focus and improved loyalty. Starting with 5 customers between € 10k and € 20k, the nish of the breakeven point is at 8 customers between € 30k and € 40k. IJĖ Ī HĖ ĘI Ĝ FĮ Ĭ İ Î Ì ĜĪ Ĭ variable costs average customer value average costs for customer value avg variable costs for customer value
START UP € 15.750,00 € 16.714,29 € 23.678,57 € 2.250,00
2nd YEAR € 41.000,00 € 24.312,50 € 23.875,00 € 5.125,00
3rd YEAR € 166.700,00 € 38.350,00 € 31.670,00 € 16.670,00
10. Broke Back Even Point
COMMUNICATION
Via G. Matteotti 37/B 35010 LIMENA (PD) info@claque.it +39 331 361 32 64 Gianluca Costa