seahorn EPublishing STUDIOS Business Plan Strategy Mission Statement The mission of Seahorn Epublishing Studios is to provide the businesses in the local Spokane area access to social media marketing, especially marketing tools from the Google GSuite Partner Program. I will also be creating original video, eBooks, and artwork to sell online. At this stage, it will be essential to establish a database of local businesses first, in establishing probable
markets that would be far more receptive to not only social media marketing, but also to become acquainted with the use of a complete virtual business environment. This would mean entire communication with local Spokane business via video streaming and email. And I will also provide direct access to Google services to local Spokane businesses.
Objectives The objective of Seahorn Epublishing Studios is to corner the local markets for social media marketing, supplying a local niche market with social media marketing service and Google services as well. I can’t really make any economic predictions as the market is that new.
Environmental Analysis Strengths: Seahorn Epublishing Studios will bring 21 years of experience with online content creation as well as written content creation, and combined with 38 years of customer service and sales experience, be able to create a database of five local Spokane clients, serving their needs completely in terms of social media marketing. The added advantage of creating content locally will also offer an income stream in reselling the originally created content to amazon, YouTube, and other online mediums that purchase online related content.
Opportunities: There is one market in particular in the Spokane area that is being notoriously underserved. And with new guidelines from the Federal government on this industry, it will
make marketing for the industry very difficult and will require a creative edge in servicing this local Spokane market. At present, there is only one online portal in which this market is encouraged to be a part of, but very little individual social media marketing is being done for the local businesses in the sections of Spokane where the business are located. Also, will expand a local market in Spokane for the Google GSuite Partner Program.
Weaknesses Since the Internet is still rather daunting to some businesses even in 2018, the problem of “upskilling” local businesses on digital marketing will be a learning curve that in the Spokane market, can prove extremely challenging. However, in looking at the overall climate of the business community in 2018, and especially with a President that is literally providing millions
of dollars in advertising for Twitter, and this may prove to “detoxify” many hesitations that local Spokane businesses will have toward social media marketing.
Threats The only threats that exist to any type of social media marketing investment of companies today in 2018 is fear of the unknown. And the “unknown” are elements directly related to the present topography of the Internet.
Net neutrality is a very big issue right now in determining the freedom of ecommerce without any type of deterrence to growth or evolution of the Internet and the present ecommerce business model existing today.
Also, the aspect of businesses today still prevent brick and mortar companies from fulling grasping the aspect of ecommerce and or digital marketing. This has been attributed to the aspect of what is called the “luddite� mentality, or the mentality in which individuals refuse to accept technology into their lives.
Many businesses today in 2018 are still very apprehensive about spending any money on digital marketing.
Marketing For Seahorn Epublishing Studios Target Market • • • • •
Location of Target Market: Spokane, Washington What is the Size of The Target Market: 36,392 local businesses What is the Age Range of Your Market : 18-65 What is the Income Ranges of Your Target: $5,00-$150,000 Annual What Is the Educational Level of Your Target Market: High School College Grad What Other Characteristics Does Your Target Market Have In Common: Basic understanding of the Internet (circa 2018) What Competitive Advantage Does Your Product (Good or Service) offer: Offering local companies an opportunity to not only utilize social media marketing , but to also learn the importance of social media marketing to the business community, especially here in Spokane.
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Product (or Service) •
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What unmet needs of your target market does your product good or service satisfy? The local Spokane market is just now embracing social media marketing, and the climate of a president using Twitter has literally galvanized social media on the national and even global level, which has created more attention, if not more of a realization, of the importance of social media marketing to the traditional Spokane business community. What are the distinguishing characteristics of your product or service? Even though social media marketing has tools that are readily available for use online and at a very cheap price, it’s the knowledge of how to use the online social media marketing tools effectively without incurring additional costs or manpower and time commitments that are a major concern for businesses in 2018 who are still on the fence whether to even use social media marketing, let alone make an investment. What steps have you already been taken to develop your product or service? I have been talking to local business and captains of industry here in Spokane since I first came here from St. Louis, Missouri in 2014.I also researched the “SPOKANE DOESN’T SUCK”
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campaign which was a success here in Spokane for social media and crowdsourcing, but completely disappeared by 2014 from the Spokane business diaspora. What do you plan to name the product or service? Seahorn Epublishing Studios. Will there be a warranty? No.
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Will you use a penetration, skimming, or follow the leader pricing strategy for your product or service? Undetermined, but probably penetration. How will your pricing compare against your competitor’s pricing structures? As I will be a reseller for Google products as well, I can increase rates, but generally it will be $25 an hour consultation, with a $250 straight fee for the development of a social media marketing plan. How will your company react if your competitors lower their prices? I will have to lower my prices as well to stay competitive.
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How you will distribute your goods or services? The social media marketing will be done online; my goal is to create a completely virtual interaction with clients locally via video chat applications like Facetime and other video conferencing tools. All Internet content will be distributed digitally as well as video (via online portals like YouTube). Will you export to other countries? The ultimate goal for Seahorn Epublishing Studios is to create and sell digital content globally, while handling the social media marketing consulting from Spokane. Do you plane to import from other countries? As the Internet offers global access, the issue of importing will not exist for my company.
Promotion •
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How will you advertise to promote your product or services? Thru the same services I will market to clients, as well as traditional print, television, radio, and cable advertisement. How will you use personal selling? I will initially have to make personal, one on one contact with potential clients in the Spokane area, but eventually will use online only contact, creating an entirely virtual experience from the business as well as from client standpoint. How will you use sales promotion? I will use social media portals for sales promotion in the local Spokane area. How will you use publicity? I will create a press kit for local media in the Spokane area, based on projects that I have in mind for the local Spokane area. How much can you spend on promotion in the first year? I will immediately launch crowdsourcing campaigns to raise capital, as well as traditional outlets in the Spokane area to generate income to spend on local Spokane marketing and promotion.
Competition •
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Who are the direct competitors for your target market? My direct competitors are local established online and brick and mortar social media marketing companies and services in the Spokane area. What approximate percentage (share) of the target market does each of your competitors currently have? %100 percent share of the local Spokane market. What needs are currently not being met by your competitors for your target market? I have researched the lack of Google products and services marketed locally in Spokane, as well as more proliferation of social media marketing campaigns and crowd sourcing activities in the Spokane area.
Estimate of Market Share Percentages
First Year (2018)
Undetermined
Second Year (2019)
Undetermined
Third Year (2020)
Undetermined
Omission of Market Share Estimates Based On Tech Start-Up