BUSINESS PLANS
Proposal for Fellowship.com
A Christian based social networking website
Prepared by:
Vincent M. Whetstone for Dragonfly International LLC
EXECUTIVESUMMARY
The purpose of this business plan is to raise $175,000 for the development of a Christian-based social networking website that acts as a profile, communication, and networking forum. This business plan will also showcase the expected financials and operations over the next three years.
Dragonfly International (DI) is a Michigan based corporation that will sell advertising space while providing a community forum through its online platform (www.Fellowship.com) to users.
Fellowship.com is owned and operated by Dragonfly International, a partnership based in Detroit, Michigan. The company provides a social network specifically oriented to Christians and Christian enthusiasts. It will provide profile sharing, Christian-based networking, affordable internet-based marketing and business solutions. The company’s core market consists of Christians and Christian small business owners throughout the United States. The owners are Vincent M. Whetstone and Michael G. Cowan.
Using their expertise and Vincent’s resources as a Christian outreach worker and former and present business experience, Vincent and Michael are creating a proprietary web-based interactive publication, Fellowship.com, which has acquired the URL www.fellowship.com. Fellowship.com is 100% owned by Vincent and Michael.
Fellowship.com will serve Christians with Christian profiles from around the globe, news, commentary, advice, humor, and community exchange. As the name implies, Fellowship.com will be a practical resource for Christians and Christian enthusiasts around the world. It will be both and inspirational and useful.
1.1 Products and Services
Users that enroll on the website’s online directory will be provided with a forum that they can use to connect to other enrolled members. Each user will have a profile their showcases personal information and insight into their daily lives and friends. A social networking website has become a business phenomenon in the last five years. Fellowship.com will use a high impact marketing campaign that will drive a tremendous amount of traffic to the website. These marketing strategies will be outlined later in the business plan. The third section of the business plan will further describe the services offered by website.
What sets us apart is that Fellowship.com will target Christians and enthusiasts 25-75 who are engaged in living according to Christian principles and strive to live according to those said statutes and precepts, of multiple vocations, engaged in the workplace as parents or grandparents, ministers, clergy, and as community members. During operating year one (Y1) the focus of the content will be a mix of profiles from the Christian members from various areas, and will expand each year thereafter to attain a international, non-regional character by the end of year three (Y3).
During the first three years, Fellowship.com will not pay for original content. Content will be provided by a growing network of contributors and links. During Y1, thirty percent will be provided by Christian business owners and consultants who have areas of professional expertise; thirty percent through links to content creators; and thirty percent from bloggers and unpaid contributors. Editorial and graphic art control will ensure brand identity and continuity. After Y3, it is anticipated that an increasing amount of content will be provided by paid contributors who will seek to reach our consumer base.
1.2 Financing
Dragonfly International is seeking to raise $175,000 from private investors or in the form of a bank loan. The interest rate and loan agreement are to be further discussed during negotiation. If a loan is secured, this business plan assumes that the business will receive a 10 year loan with a 9% fixed interest rate.
During the first three years, Fellowship.com’s sole cash revenue source will be advertising and affiliate programs. As the Fellowship.com brand becomes established, the brand may be attached to physical products such as Fellowship.com self-help publications.
WEBSITE.COM will be launched with an initial investment of $ 15,000 provided by Vincent, Michael, and other small investors in the Fellowship.com vision. Launch date is xxxx 2008. Financial projections during the first year are $ xxxx revenues, $ xxxx expenses, and $ xxxx profit (or loss). Financial projections for the first three years are included in section 7.2 of the business plan.
1.3 Mission Statement
Fellowship.com’s mission is to provide a forum for Christians and Christian enthusiasts from around the world to connect from its online platform; to empower, educate, and entertain Christians.
1.4 Management Team
The Company was founded by Vincent M. Whetstone and Michael G. Cowan. Both have more than 10 years of business experience and Mr. Whetstone himself has extensive experience in the online and Internet industry. Through their expertise, they will be able to bring the operations of the business to profitability within its first year of operations.
1.5 Sales Forecasts
Both principles expect a strong rate of growth at the start of operations. Below are the expected financials over the next three years.
1.6 Expansion Plan
The principles expect that the business will aggressively expand during the first three years of operation. Mr. Doe intends to implement marketing campaigns that will effectively target individuals within the Fellowship.com’s demographic.
Company and Financing Summary
2.1 Registered Name and Corporate Structure
Fellowship.com is a subsidiary of Dragonfly International Inc. The company is registered as a corporation in the State of Michigan.
2.2 Required Funds
At this time, the Fellowship.com requires $175,000 of debt funds. Below is a breakdown of how these funds will be used:
2.3 Investor Equity
The principles are seeking an investment from a third party at this time.
2.4 Management Equity
Both principles own 100% of the Fellowship.com social networking website.
2.5 Exit Strategy
The management has planned for three possible exit strategies. The first strategy would be to sell the company to a larger entity at a significant premium. Since, the social networking and online advertising content industries maintains a very low risk profile once the business is established; the management feels that the Company could be sold for ten to fifteen times earnings. The second exit scenario would entail selling a portion of the Company via an initial public offering (or “IPO”). After a detailed analysis, it was found that the Company could sell for twenty to thirty times earnings on the open market depending on the business’s annual growth rate and strength of earnings. However, taking a company public involves significant legal red tape. Dragonfly International Inc. would be bound by the significant legal framework of the Sarbanes-Oxley Act in addition to the legal requirements set forth in form S1 of the Securities and Exchange Commission. The company would also have to comply with the Securities Act of 1933 and the Exchange Act of 1934.
Products and Services
Below is a description of the benefits (to both users and advertisers) offered by the Fellowship.com website.
3.1 Benefits of the Social Networking Website
Below is a brief summary of benefits offered to the end user of Fellowship.com: Included in paid version of business plan.
3.2 Affiliate Programs
In addition to the advertising revenues generated from advertising, the business may also develop affiliate marketing programs that will allow the business to generate additional income from the sale of products from associate vendor’s websites. The typical commission for providing a referral sale is 10%, and this could become a substantial revenue center for the business once the Company’s enrollment begins to expand substantially.
Strategic and Market Analysis
4.1 Economic Outlook
The business of providing free Internet content with the ability to generate revenue from advertising sales and affiliated product sales is a complicated business that has many operating facets. Typically, online media content is immune from general changes in the economy, as the content is provided for free, and if people continue to go to the website, the business will consistently be able to sell advertising space. As such, much of the following market analysis is geared towards the entry plan of the business and the expansion of its customer base.
4.2 Industry Analysis
The advent of the Internet has allowed businesses to communicate effectively with a number of advertising businesses that provide specialized advertising activities. Many sites are now developing around the concept of providing entertainment content in order to generate revenues. Many major internet portal sites have reached market valuations exceeding $100 billion, and revenues reaching into the tens of billions of dollars. The advertising industry is one of America’s largest service providers in the economy. There are over 13,000 firms providing advertising and marketing services to clients. The industry generates over $160 billion dollars of revenue for the U.S. Economy. Additionally, over 200,000 people are employed throughout the industry with an average annual payroll of $75 billion dollars. One of the most interesting aspects of the advertising industry is the ability to develop simultaneous traditional and experimental forms of advertising.
Considering new social networks continue to go online and user numbers climb, social networking obviously has many good things going for it. People find jobs, bands find audiences, professionals find clients, people with shared interests make friends, friends stay connected, and physicians share life-saving information. One site can provide a user with all the needed tools to keep a journal, manage appointments, receive customized news, and converse on hot topics. In short, social networks help users connect and share information.
Users and businesses with their own Web sites create profiles with links back to their sites to improve their site's search engine ranking. Furthermore, they widen their reach. A user needing a product or service might prefer to search for the product or service on a social network site rather than using a basic search engine. Or, a potential customer could discover the company while browsing connections of connections.
4.3 Customer Profile
Many sources mention 2.1 billion Christians in the world (about one third of the total population of the planet). The term 'Christian' in its simplest definition refers to one who believes in Jesus Christ (as God). The numbers can be taken, then, as a best estimate of how many identify with Christianity in some way. There has been a recent surge in 'Christian membership' in parts of the West, and in the East the numbers who are becoming new Christians daily is astronomical. There are estimated now nearly 100 million Christians in China (compared with just 5,000 in the 1960s) and in South Korea, churches regularly have tens of thousands of members each. In one church, the Yoido Full Gospel Church in Seoul, there are over 800,000 members who meet each Sunday.
Christians have set statutes and precepts they are to live by as a dictate given by God, His Son Jesus, and His Word, the Bible. However, in today’s ever changing society with its various points of view and lifestyles, many Christians are finding themselves forced to have to deal with un-Christian like behavior and attitudes and forced to mingle with those who do not hold Christian tenants in such high regard. Yet, Christians use many of the same services as everyone else. Getting specific, providing a safe and secure environment where Christians can utilize the same services as everyone else but with the surety that their family will not be bombarded with ideals and views contrary to that of the Christian belief.
Providing an environment where Christians can enjoy the same services that the rest of the world enjoys has become increasingly difficult but with Fellowship.com, Christians from around the world can have an online location network, research, shop, and fellowship with other believers in full confidence that the environment, material, and people are all believing and following after the same thing.
Social networks would seem to provide a dream come true for Christians and other professionals wanting to expand their networks, but they have their issues. Users commonly receive invitations from people they don't know. These strangers tend to try to connect with everyone they find on the network to drive up their connection numbers. Thus, the friends of a person who blindly accepts an invitation from a stranger might think that stranger is a trusted contact.
Plenty of reports have circulated about sexual predators taking advantage of social networks to lure children; to this Christians are not immune. The predator makes up a phony profile and looks for children based on their physical descriptions. Creating a fake profile based on a real identity takes little effort and could affect the actual person's reputation. Users often mistake the fake identity for the real thing. Some people get their kicks trolling the site and harassing legitimate users. Most sites come with features allowing users to block or delete such users. Fellowship.com management has developed a system of security integrated within the software that constantly looks for keywords and phrases in a concerted effort to monitor for predators and posts, conversations, pictures, requests, and overall behavior which does not line up with the Christian character and ideal.
4.4 Competitive Analysis
With internet technology quickly becoming a saleable commodity, a number of websites have developed within the market that provides identical or substantially similar services to that of the Fellowship.com website. The current market trend among these websites is to allow users to upload their own content such as music or proprietary videos. As time progresses, Management will continually update the web portal and integrate new technology which will allow users more functionality for their online experience.
Whether you’re just starting out in any business or you’re an industry dinosaur, dealing with the competition is an inevitable part of the job. And no matter how hard you try, simply ignoring competitors will not make them go away. Even the most loyal customers may become curious about the “new joint” down the street, and in the process, they may find out there’s something it has that your operation doesn’t. At Fellowship.com we don’t have that problem. Even though several larger social networking websites offer similar services, none of them can cater specifically to the Christian core group; specifically meeting the demand and requirements of Christian precepts and beliefs and providing a social network environment where Christians can feel free to utilize these services without the threat of outside influences that stand in direct opposition to the Christian ideal. Therefore, by specializing in serving this niche base, Fellowship.com can offer a service that is both desired and has marketability.
Marketing Plan
The Social Networking Website intends to maintain an extensive marketing campaign that will ensure maximum visibility for the business in its targeted market. Below is an overview of the marketing strategies and objectives of the Social Networking Website.
5.1 Marketing Objectives
· Develop an expansive online presence through the use of pay per click marketing and search engine optimization.
· Develop promotional giveaways that will draw users to the website via viral marketing methods.
· Establish relationships with advertisers that are targeting a computer savvy Christian demographic.
5.2 Marketing Strategies
The Principles intend to use a high impact marketing campaign that will generate a substantial amount of traffic to www.Fellowship.com. These strategies include the use of search engine optimization and pay per click marketing. Additionally, conventions, technology and advertising trade shows, online advertising activities, sales development and viral marketing campaigns will follow carefully orchestrated strategies by marketing personnel in conjunction with marketing experts. Timely coverage of the Fellowship.com will be further directed through ongoing press relations, news releases and feature stories targeted at key Internet content communities and other media outlets. The company’s web development team will place large amounts of linking text on the company’s website. For instance, when a person does a Google search for social networking websites, the company will appear on the first page of the search. This strategy is technically complicated, and the company will use a search engine optimization firm to develop the company’s visibility on a non-paid basis. Management expects that a SEO firm will place large amounts of linking data and text specific keywords into the business’s website, which will allow the Fellowship.com to appear more frequently among search engines. A majority of web portal and search engine companies use very complicated algorithms to determine a website’s relevance in relation to a specific keyword. SEO firms place text and tags on the website to increase the rank of a specific website.
5.3 Pricing
The Fellowship.com strategy is to achieve name recognition and attract customers by aggressively pricing its services. Once customers have been acquired, the company will seek to offer them additional services which will increase margins and provide them with useful solutions they would not otherwise find. The company will also implement a low-cost strategy. This will be achieved by working to establish and develop agreements with local media companies to exchange services for discounted advertising and other exposures. Fellowship.coms' market strategy is to build on its core portfolio of products and services using the company's expertise in the customer service industry.
The company will leverage its discounted services to help provide secondary income streams. For instance, the company plans to launch free email services, business directories, and other similar services which will attract current and potential customers to our web pages. These "page views" will be used to generate advertising revenue, as well as increase exposure of our own products and services.
Fellowship.com will be able to excel in the market because the company is small, highly focused, and motivated. The company can respond quickly to changing opportunities and take advantage of the latest technologies. The company plans to expand its marketing efforts, service offerings, and production. It is anticipated that additional services will be offered and more personnel hired within 90 days of initial capital funding.
Proposal for Fellowship.com
A Christian based social networking website
Prepared by:
Vincent M. Whetstone for Dragonfly International LLC
EXECUTIVESUMMARY
The purpose of this business plan is to raise $175,000 for the development of a Christian-based social networking website that acts as a profile, communication, and networking forum. This business plan will also showcase the expected financials and operations over the next three years.
Dragonfly International (DI) is a Michigan based corporation that will sell advertising space while providing a community forum through its online platform (www.Fellowship.com) to users.
Fellowship.com is owned and operated by Dragonfly International, a partnership based in Detroit, Michigan. The company provides a social network specifically oriented to Christians and Christian enthusiasts. It will provide profile sharing, Christian-based networking, affordable internet-based marketing and business solutions. The company’s core market consists of Christians and Christian small business owners throughout the United States. The owners are Vincent M. Whetstone and Michael G. Cowan.
Using their expertise and Vincent’s resources as a Christian outreach worker and former and present business experience, Vincent and Michael are creating a proprietary web-based interactive publication, Fellowship.com, which has acquired the URL www.fellowship.com. Fellowship.com is 100% owned by Vincent and Michael.
Fellowship.com will serve Christians with Christian profiles from around the globe, news, commentary, advice, humor, and community exchange. As the name implies, Fellowship.com will be a practical resource for Christians and Christian enthusiasts around the world. It will be both and inspirational and useful.
1.1 Products and Services
Users that enroll on the website’s online directory will be provided with a forum that they can use to connect to other enrolled members. Each user will have a profile their showcases personal information and insight into their daily lives and friends. A social networking website has become a business phenomenon in the last five years. Fellowship.com will use a high impact marketing campaign that will drive a tremendous amount of traffic to the website. These marketing strategies will be outlined later in the business plan. The third section of the business plan will further describe the services offered by website.
What sets us apart is that Fellowship.com will target Christians and enthusiasts 25-75 who are engaged in living according to Christian principles and strive to live according to those said statutes and precepts, of multiple vocations, engaged in the workplace as parents or grandparents, ministers, clergy, and as community members. During operating year one (Y1) the focus of the content will be a mix of profiles from the Christian members from various areas, and will expand each year thereafter to attain a international, non-regional character by the end of year three (Y3).
During the first three years, Fellowship.com will not pay for original content. Content will be provided by a growing network of contributors and links. During Y1, thirty percent will be provided by Christian business owners and consultants who have areas of professional expertise; thirty percent through links to content creators; and thirty percent from bloggers and unpaid contributors. Editorial and graphic art control will ensure brand identity and continuity. After Y3, it is anticipated that an increasing amount of content will be provided by paid contributors who will seek to reach our consumer base.
1.2 Financing
Dragonfly International is seeking to raise $175,000 from private investors or in the form of a bank loan. The interest rate and loan agreement are to be further discussed during negotiation. If a loan is secured, this business plan assumes that the business will receive a 10 year loan with a 9% fixed interest rate.
During the first three years, Fellowship.com’s sole cash revenue source will be advertising and affiliate programs. As the Fellowship.com brand becomes established, the brand may be attached to physical products such as Fellowship.com self-help publications.
WEBSITE.COM will be launched with an initial investment of $ 15,000 provided by Vincent, Michael, and other small investors in the Fellowship.com vision. Launch date is xxxx 2008. Financial projections during the first year are $ xxxx revenues, $ xxxx expenses, and $ xxxx profit (or loss). Financial projections for the first three years are included in section 7.2 of the business plan.
1.3 Mission Statement
Fellowship.com’s mission is to provide a forum for Christians and Christian enthusiasts from around the world to connect from its online platform; to empower, educate, and entertain Christians.
1.4 Management Team
The Company was founded by Vincent M. Whetstone and Michael G. Cowan. Both have more than 10 years of business experience and Mr. Whetstone himself has extensive experience in the online and Internet industry. Through their expertise, they will be able to bring the operations of the business to profitability within its first year of operations.
1.5 Sales Forecasts
Both principles expect a strong rate of growth at the start of operations. Below are the expected financials over the next three years.
1.6 Expansion Plan
The principles expect that the business will aggressively expand during the first three years of operation. Mr. Doe intends to implement marketing campaigns that will effectively target individuals within the Fellowship.com’s demographic.
Company and Financing Summary
2.1 Registered Name and Corporate Structure
Fellowship.com is a subsidiary of Dragonfly International Inc. The company is registered as a corporation in the State of Michigan.
2.2 Required Funds
At this time, the Fellowship.com requires $175,000 of debt funds. Below is a breakdown of how these funds will be used:
2.3 Investor Equity
The principles are seeking an investment from a third party at this time.
2.4 Management Equity
Both principles own 100% of the Fellowship.com social networking website.
2.5 Exit Strategy
The management has planned for three possible exit strategies. The first strategy would be to sell the company to a larger entity at a significant premium. Since, the social networking and online advertising content industries maintains a very low risk profile once the business is established; the management feels that the Company could be sold for ten to fifteen times earnings. The second exit scenario would entail selling a portion of the Company via an initial public offering (or “IPO”). After a detailed analysis, it was found that the Company could sell for twenty to thirty times earnings on the open market depending on the business’s annual growth rate and strength of earnings. However, taking a company public involves significant legal red tape. Dragonfly International Inc. would be bound by the significant legal framework of the Sarbanes-Oxley Act in addition to the legal requirements set forth in form S1 of the Securities and Exchange Commission. The company would also have to comply with the Securities Act of 1933 and the Exchange Act of 1934.
Products and Services
Below is a description of the benefits (to both users and advertisers) offered by the Fellowship.com website.
3.1 Benefits of the Social Networking Website
Below is a brief summary of benefits offered to the end user of Fellowship.com: Included in paid version of business plan.
3.2 Affiliate Programs
In addition to the advertising revenues generated from advertising, the business may also develop affiliate marketing programs that will allow the business to generate additional income from the sale of products from associate vendor’s websites. The typical commission for providing a referral sale is 10%, and this could become a substantial revenue center for the business once the Company’s enrollment begins to expand substantially.
Strategic and Market Analysis
4.1 Economic Outlook
The business of providing free Internet content with the ability to generate revenue from advertising sales and affiliated product sales is a complicated business that has many operating facets. Typically, online media content is immune from general changes in the economy, as the content is provided for free, and if people continue to go to the website, the business will consistently be able to sell advertising space. As such, much of the following market analysis is geared towards the entry plan of the business and the expansion of its customer base.
4.2 Industry Analysis
The advent of the Internet has allowed businesses to communicate effectively with a number of advertising businesses that provide specialized advertising activities. Many sites are now developing around the concept of providing entertainment content in order to generate revenues. Many major internet portal sites have reached market valuations exceeding $100 billion, and revenues reaching into the tens of billions of dollars. The advertising industry is one of America’s largest service providers in the economy. There are over 13,000 firms providing advertising and marketing services to clients. The industry generates over $160 billion dollars of revenue for the U.S. Economy. Additionally, over 200,000 people are employed throughout the industry with an average annual payroll of $75 billion dollars. One of the most interesting aspects of the advertising industry is the ability to develop simultaneous traditional and experimental forms of advertising.
Considering new social networks continue to go online and user numbers climb, social networking obviously has many good things going for it. People find jobs, bands find audiences, professionals find clients, people with shared interests make friends, friends stay connected, and physicians share life-saving information. One site can provide a user with all the needed tools to keep a journal, manage appointments, receive customized news, and converse on hot topics. In short, social networks help users connect and share information.
Users and businesses with their own Web sites create profiles with links back to their sites to improve their site's search engine ranking. Furthermore, they widen their reach. A user needing a product or service might prefer to search for the product or service on a social network site rather than using a basic search engine. Or, a potential customer could discover the company while browsing connections of connections.
4.3 Customer Profile
Many sources mention 2.1 billion Christians in the world (about one third of the total population of the planet). The term 'Christian' in its simplest definition refers to one who believes in Jesus Christ (as God). The numbers can be taken, then, as a best estimate of how many identify with Christianity in some way. There has been a recent surge in 'Christian membership' in parts of the West, and in the East the numbers who are becoming new Christians daily is astronomical. There are estimated now nearly 100 million Christians in China (compared with just 5,000 in the 1960s) and in South Korea, churches regularly have tens of thousands of members each. In one church, the Yoido Full Gospel Church in Seoul, there are over 800,000 members who meet each Sunday.
Christians have set statutes and precepts they are to live by as a dictate given by God, His Son Jesus, and His Word, the Bible. However, in today’s ever changing society with its various points of view and lifestyles, many Christians are finding themselves forced to have to deal with un-Christian like behavior and attitudes and forced to mingle with those who do not hold Christian tenants in such high regard. Yet, Christians use many of the same services as everyone else. Getting specific, providing a safe and secure environment where Christians can utilize the same services as everyone else but with the surety that their family will not be bombarded with ideals and views contrary to that of the Christian belief.
Providing an environment where Christians can enjoy the same services that the rest of the world enjoys has become increasingly difficult but with Fellowship.com, Christians from around the world can have an online location network, research, shop, and fellowship with other believers in full confidence that the environment, material, and people are all believing and following after the same thing.
Social networks would seem to provide a dream come true for Christians and other professionals wanting to expand their networks, but they have their issues. Users commonly receive invitations from people they don't know. These strangers tend to try to connect with everyone they find on the network to drive up their connection numbers. Thus, the friends of a person who blindly accepts an invitation from a stranger might think that stranger is a trusted contact.
Plenty of reports have circulated about sexual predators taking advantage of social networks to lure children; to this Christians are not immune. The predator makes up a phony profile and looks for children based on their physical descriptions. Creating a fake profile based on a real identity takes little effort and could affect the actual person's reputation. Users often mistake the fake identity for the real thing. Some people get their kicks trolling the site and harassing legitimate users. Most sites come with features allowing users to block or delete such users. Fellowship.com management has developed a system of security integrated within the software that constantly looks for keywords and phrases in a concerted effort to monitor for predators and posts, conversations, pictures, requests, and overall behavior which does not line up with the Christian character and ideal.
4.4 Competitive Analysis
With internet technology quickly becoming a saleable commodity, a number of websites have developed within the market that provides identical or substantially similar services to that of the Fellowship.com website. The current market trend among these websites is to allow users to upload their own content such as music or proprietary videos. As time progresses, Management will continually update the web portal and integrate new technology which will allow users more functionality for their online experience.
Whether you’re just starting out in any business or you’re an industry dinosaur, dealing with the competition is an inevitable part of the job. And no matter how hard you try, simply ignoring competitors will not make them go away. Even the most loyal customers may become curious about the “new joint” down the street, and in the process, they may find out there’s something it has that your operation doesn’t. At Fellowship.com we don’t have that problem. Even though several larger social networking websites offer similar services, none of them can cater specifically to the Christian core group; specifically meeting the demand and requirements of Christian precepts and beliefs and providing a social network environment where Christians can feel free to utilize these services without the threat of outside influences that stand in direct opposition to the Christian ideal. Therefore, by specializing in serving this niche base, Fellowship.com can offer a service that is both desired and has marketability.
Marketing Plan
The Social Networking Website intends to maintain an extensive marketing campaign that will ensure maximum visibility for the business in its targeted market. Below is an overview of the marketing strategies and objectives of the Social Networking Website.
5.1 Marketing Objectives
· Develop an expansive online presence through the use of pay per click marketing and search engine optimization.
· Develop promotional giveaways that will draw users to the website via viral marketing methods.
· Establish relationships with advertisers that are targeting a computer savvy Christian demographic.
5.2 Marketing Strategies
The Principles intend to use a high impact marketing campaign that will generate a substantial amount of traffic to www.Fellowship.com. These strategies include the use of search engine optimization and pay per click marketing. Additionally, conventions, technology and advertising trade shows, online advertising activities, sales development and viral marketing campaigns will follow carefully orchestrated strategies by marketing personnel in conjunction with marketing experts. Timely coverage of the Fellowship.com will be further directed through ongoing press relations, news releases and feature stories targeted at key Internet content communities and other media outlets. The company’s web development team will place large amounts of linking text on the company’s website. For instance, when a person does a Google search for social networking websites, the company will appear on the first page of the search. This strategy is technically complicated, and the company will use a search engine optimization firm to develop the company’s visibility on a non-paid basis. Management expects that a SEO firm will place large amounts of linking data and text specific keywords into the business’s website, which will allow the Fellowship.com to appear more frequently among search engines. A majority of web portal and search engine companies use very complicated algorithms to determine a website’s relevance in relation to a specific keyword. SEO firms place text and tags on the website to increase the rank of a specific website.
5.3 Pricing
The Fellowship.com strategy is to achieve name recognition and attract customers by aggressively pricing its services. Once customers have been acquired, the company will seek to offer them additional services which will increase margins and provide them with useful solutions they would not otherwise find. The company will also implement a low-cost strategy. This will be achieved by working to establish and develop agreements with local media companies to exchange services for discounted advertising and other exposures. Fellowship.coms' market strategy is to build on its core portfolio of products and services using the company's expertise in the customer service industry.
The company will leverage its discounted services to help provide secondary income streams. For instance, the company plans to launch free email services, business directories, and other similar services which will attract current and potential customers to our web pages. These "page views" will be used to generate advertising revenue, as well as increase exposure of our own products and services.
Fellowship.com will be able to excel in the market because the company is small, highly focused, and motivated. The company can respond quickly to changing opportunities and take advantage of the latest technologies. The company plans to expand its marketing efforts, service offerings, and production. It is anticipated that additional services will be offered and more personnel hired within 90 days of initial capital funding.
FITNESS PLUS, INC
Prepared by:
Vincent M. Whetstone
Executive Summary
1. Fitness Plus will provide health care and body workout services.
2. Fitness Plus will offer low cost services to all segments of customer.
3. Owners are experienced and dedicated towards health care services.
4. Health care market is on the boom in USA.
5. Market volume is expected to reach $69.8 billion by the year 2012.
6. A large segment of market is still untapped.
7. Heart disease and obesity are on record high causing increase in health club
demand.
8. Low income market segment is ignored by key competitors.
9. Health club market is competitive in Miami but provides equal growth
opportunities.
10. Increasing awareness, obesity and heart disease are the driving forces for
market growth.
11.Fitness Plus will have their own training facility with state of the art health care
equipment from quality manufacturers.
Highlights
Startup Expenses:
Expected Revenue Growth
Expected Profit Growth:
General Company Description
1.1 Company overview:
Fitness Plus health club is situated in Coral Gables, Miami-Dade County, Florida. It was formed by David Foster and Steve Homes in December 2008. Fitness Plus will provide health and fitness services that are good in quality and low in cost.
1.2 Mission and Vision:
Vision: To create awareness about healthy lifestyle and its benefits
Mission: To provide strategies and training programs related to health care
1.3 Strengths and Core Competencies:
Ø Lowest cost of services in comparison to competitors
Ø Certified trainers from top ranked health care institutions
Ø Owner’s commitment and dedication towards health care services
1.4 Challenges:
Fitness Plus will face a challenging situation in creating its brand image and attracting customers towards their services due to presence of already established players in the local market such as:
Ø Gold's Gym
Ø Coral Gables Adventure Bootcamp
Ø 30 In A Hurry Fitness Coral Gables Personal Training
Industry Analysis
A health club can be descried as a service facility that is intended to provide physical health care exercises with the help of specialized equipment. It normally serves both male and female customers but in some cases females are provided special attention by providing them female only health clubs in which all staff including trainers are also females. Normally, the environment is made casual to provide customers comfortable experience that helps them performing bodybuilding and other exercises with ease.
According to a survey conducted in 20061, total number of health clubs in USA was 29,069 with over 41.3 million members. Almost 49.5%2 of those health clubs were in California, New York, Texas, Florida, Pennsylvania, Ohio, Illinois, Massachusetts, Michigan and Alabama. See the chart below to understand market share of top 10 states.
1 http://activemarketinggroup.com/AssetFactory.aspx?did=32 (accessed March 7, 2009)
2 Calculation from active marketing website, check appendix a
Services Overview
3.1 Services:
Fitness Plus will provide following health related services:
Ø Aerobics
Ø Cycling
Ø Boxing
Ø Yoga
Ø Pilates
Ø Muscle Training
Ø Diabetes & Obesity Control
3.2 Benefits and Features:
Ø State of the art facility with latest equipment from quality manufacturers
Ø Low cost with monthly, quarterly and annual subscription plans.
Ø Personal qualified trainers to help our members achieving results without wasting
much time
3.3 Why people need this service?
Health care and fitness club market in Florida has been serving to a high income segment of late. Average income of health club member is $76,000 as of 2006 survey. This leaves a large segment of low-income customers with unmet needs. Fitness Plus will primarily exist to provide health care facility to the lower income class without compromising on quality of service.
Prepared by:
Vincent M. Whetstone
Executive Summary
1. Fitness Plus will provide health care and body workout services.
2. Fitness Plus will offer low cost services to all segments of customer.
3. Owners are experienced and dedicated towards health care services.
4. Health care market is on the boom in USA.
5. Market volume is expected to reach $69.8 billion by the year 2012.
6. A large segment of market is still untapped.
7. Heart disease and obesity are on record high causing increase in health club
demand.
8. Low income market segment is ignored by key competitors.
9. Health club market is competitive in Miami but provides equal growth
opportunities.
10. Increasing awareness, obesity and heart disease are the driving forces for
market growth.
11.Fitness Plus will have their own training facility with state of the art health care
equipment from quality manufacturers.
Highlights
Startup Expenses:
Expected Revenue Growth
Expected Profit Growth:
General Company Description
1.1 Company overview:
Fitness Plus health club is situated in Coral Gables, Miami-Dade County, Florida. It was formed by David Foster and Steve Homes in December 2008. Fitness Plus will provide health and fitness services that are good in quality and low in cost.
1.2 Mission and Vision:
Vision: To create awareness about healthy lifestyle and its benefits
Mission: To provide strategies and training programs related to health care
1.3 Strengths and Core Competencies:
Ø Lowest cost of services in comparison to competitors
Ø Certified trainers from top ranked health care institutions
Ø Owner’s commitment and dedication towards health care services
1.4 Challenges:
Fitness Plus will face a challenging situation in creating its brand image and attracting customers towards their services due to presence of already established players in the local market such as:
Ø Gold's Gym
Ø Coral Gables Adventure Bootcamp
Ø 30 In A Hurry Fitness Coral Gables Personal Training
Industry Analysis
A health club can be descried as a service facility that is intended to provide physical health care exercises with the help of specialized equipment. It normally serves both male and female customers but in some cases females are provided special attention by providing them female only health clubs in which all staff including trainers are also females. Normally, the environment is made casual to provide customers comfortable experience that helps them performing bodybuilding and other exercises with ease.
According to a survey conducted in 20061, total number of health clubs in USA was 29,069 with over 41.3 million members. Almost 49.5%2 of those health clubs were in California, New York, Texas, Florida, Pennsylvania, Ohio, Illinois, Massachusetts, Michigan and Alabama. See the chart below to understand market share of top 10 states.
1 http://activemarketinggroup.com/AssetFactory.aspx?did=32 (accessed March 7, 2009)
2 Calculation from active marketing website, check appendix a
Services Overview
3.1 Services:
Fitness Plus will provide following health related services:
Ø Aerobics
Ø Cycling
Ø Boxing
Ø Yoga
Ø Pilates
Ø Muscle Training
Ø Diabetes & Obesity Control
3.2 Benefits and Features:
Ø State of the art facility with latest equipment from quality manufacturers
Ø Low cost with monthly, quarterly and annual subscription plans.
Ø Personal qualified trainers to help our members achieving results without wasting
much time
3.3 Why people need this service?
Health care and fitness club market in Florida has been serving to a high income segment of late. Average income of health club member is $76,000 as of 2006 survey. This leaves a large segment of low-income customers with unmet needs. Fitness Plus will primarily exist to provide health care facility to the lower income class without compromising on quality of service.
GRANT PROPOSALS
“Reach for the Stars”
Project Abstract
Reach for the Stars is a program that will reach more than 630 students in grades K-6 at Petersburg Elementary School* and their families. This program will train teachers, provide opportunities for student experimentation, involve participation by parents and utilize partnerships with community experts.
Through Reach for the Stars teachers and community partners will be trained to fully utilize the existing optical telescope that was purchased with grant funding and housed at Petersburg Elementary School. Once this training has been established students and parents will be invited to participate in learning workshops one evening each month. Local astronomers and teachers will conduct workshops. These sessions will provide hands on opportunities for students, along with their parents, to explore the stars and planets of our solar system. Reach for the Stars will also provide opportunities for our students to experience first hand, various careers in space science through visits to the National Radio Astronomy Observatory in Green Bank, West Virginia, as well as the planetarium at Frostburg State University.
The natural progression of Reach for the Stars will include the formation of an astronomy club with members of all ages. This organized, student driven, teacher guided instruction will provide ongoing, extended hour learning opportunities to all grade levels.
*Petersburg Elementary School, located in Grant County is designated as a 100% rural county. More than 60% percent of students at Petersburg Elementary School receive free or reduced lunch. “Reach for the Stars”
Goals and Objectives
The primary goal of Reach for the Stars is to help to prepare students to live and work in a world that is increasingly scientific and technical in nature. Reach for the Stars will provide training and support for teachers as well as increased opportunities for inquiry based science instruction. The use of speakers, field trips, and hands on activities will provide students with the opportunity to aggressively explore the link between space science and technology.
Reach for the Stars students’ activities will address, at the appropriate grade levels, the West Virginia Instructional Goals and Objectives, National Education Goals, National Science Education Standards and the International Society for Technology in Education Standards. Teachers will be provided with resources to supplement their current curriculum through WVU/NASA Ames IV & V Facility offerings and trainings provided by the staff at Greenbank National Radio Astronomy Observatory. Internet based resources will be identified, compiled and presented to staff by Project RIGHT2 (Reaching Instructional Goals with Hi-Tech Tools) coordinator.
Reach for the Stars will involve parents and community members as partners in the education process by utilizing their skills and knowledge to support the development of a junior astronomers club. Community leaders have committed to provide leadership and support in this exciting endeavor to help our students “Reach for the Stars” both literally and figuratively.
Methods to Implement Project
In the fall of 2000, Green Bank National Radio Astronomy Observatory staff will provide teachers, parents and community partners with multi-faceted training. The first phase of staff development will prepare participants to fully utilize the existing optical telescope at Petersburg Elementary School. Secondly, STARLAB training will be the focus of attention so that our students can utilize the STARLAB during school hours. In this way, we can ensure that all students will have the opportunity to explore the vast expanse of our universe in an exciting and meaningful manner. Finally, Hands-On Universe training will be provided to interested teachers throughout our county. Software necessary to support trained teachers will be purchased as part of this project.
[Name omitted] and [Name omitted], prominent members of the community who have volunteered their time and expertise to support this project, have both agreed to come into the classroom and provide astronomy related, hands-on activities. [Name omitted] and [Name omitted] have agreed to assist with the astronomy club and provide expertise to enhance this project. Julia Colaw math/science/technology instructor and Project RIGHT2 coordinator will provide technical support and assistance to all staff in utilizing the STARLAB, telescope, and computer software. Mrs. Colaw will also serve as the teacher supervisor for the astronomy club.
A star party will be held as a kick-off activity to encourage participation in the astronomy club. Students and their families will participate in an evening of star related activities and have the opportunity to hear knowledgeable guest speakers. Learning stations including the STARLAB and the optical telescope will be staffed and available for exploration.
Project Evaluation
Evaluation of Reach for the Stars success will be tri-fold. The first component of this evaluation will be the completion of planned professional development activities. Once trained, teachers will be able to utilize the STARLAB, Hands on Universe Curriculum, and telescope. Each teacher who participates in this project will document classroom activities utilizing the digital camera, video camera or media coverage. This documentation will be compiled and presented at the WVTEAMS conference and at state level science conferences.
The second part of this evaluation will be to measure the extent of parental involvement in this project. Currently there are no academic clubs or activities meeting after school hours. Through this project we will increase parental involvement and provided extended learning opportunities for students. The facilitator will log participation in after school activities by students, parents and community partners.
The third aspect of evaluation will occur by an examination of standardized test scores of 3rd –6th grade students for the 2000-2001 school year. A successful project will show an increase in science test scores for students involved in this program.
Project Abstract
Reach for the Stars is a program that will reach more than 630 students in grades K-6 at Petersburg Elementary School* and their families. This program will train teachers, provide opportunities for student experimentation, involve participation by parents and utilize partnerships with community experts.
Through Reach for the Stars teachers and community partners will be trained to fully utilize the existing optical telescope that was purchased with grant funding and housed at Petersburg Elementary School. Once this training has been established students and parents will be invited to participate in learning workshops one evening each month. Local astronomers and teachers will conduct workshops. These sessions will provide hands on opportunities for students, along with their parents, to explore the stars and planets of our solar system. Reach for the Stars will also provide opportunities for our students to experience first hand, various careers in space science through visits to the National Radio Astronomy Observatory in Green Bank, West Virginia, as well as the planetarium at Frostburg State University.
The natural progression of Reach for the Stars will include the formation of an astronomy club with members of all ages. This organized, student driven, teacher guided instruction will provide ongoing, extended hour learning opportunities to all grade levels.
*Petersburg Elementary School, located in Grant County is designated as a 100% rural county. More than 60% percent of students at Petersburg Elementary School receive free or reduced lunch. “Reach for the Stars”
Goals and Objectives
The primary goal of Reach for the Stars is to help to prepare students to live and work in a world that is increasingly scientific and technical in nature. Reach for the Stars will provide training and support for teachers as well as increased opportunities for inquiry based science instruction. The use of speakers, field trips, and hands on activities will provide students with the opportunity to aggressively explore the link between space science and technology.
Reach for the Stars students’ activities will address, at the appropriate grade levels, the West Virginia Instructional Goals and Objectives, National Education Goals, National Science Education Standards and the International Society for Technology in Education Standards. Teachers will be provided with resources to supplement their current curriculum through WVU/NASA Ames IV & V Facility offerings and trainings provided by the staff at Greenbank National Radio Astronomy Observatory. Internet based resources will be identified, compiled and presented to staff by Project RIGHT2 (Reaching Instructional Goals with Hi-Tech Tools) coordinator.
Reach for the Stars will involve parents and community members as partners in the education process by utilizing their skills and knowledge to support the development of a junior astronomers club. Community leaders have committed to provide leadership and support in this exciting endeavor to help our students “Reach for the Stars” both literally and figuratively.
Methods to Implement Project
In the fall of 2000, Green Bank National Radio Astronomy Observatory staff will provide teachers, parents and community partners with multi-faceted training. The first phase of staff development will prepare participants to fully utilize the existing optical telescope at Petersburg Elementary School. Secondly, STARLAB training will be the focus of attention so that our students can utilize the STARLAB during school hours. In this way, we can ensure that all students will have the opportunity to explore the vast expanse of our universe in an exciting and meaningful manner. Finally, Hands-On Universe training will be provided to interested teachers throughout our county. Software necessary to support trained teachers will be purchased as part of this project.
[Name omitted] and [Name omitted], prominent members of the community who have volunteered their time and expertise to support this project, have both agreed to come into the classroom and provide astronomy related, hands-on activities. [Name omitted] and [Name omitted] have agreed to assist with the astronomy club and provide expertise to enhance this project. Julia Colaw math/science/technology instructor and Project RIGHT2 coordinator will provide technical support and assistance to all staff in utilizing the STARLAB, telescope, and computer software. Mrs. Colaw will also serve as the teacher supervisor for the astronomy club.
A star party will be held as a kick-off activity to encourage participation in the astronomy club. Students and their families will participate in an evening of star related activities and have the opportunity to hear knowledgeable guest speakers. Learning stations including the STARLAB and the optical telescope will be staffed and available for exploration.
Project Evaluation
Evaluation of Reach for the Stars success will be tri-fold. The first component of this evaluation will be the completion of planned professional development activities. Once trained, teachers will be able to utilize the STARLAB, Hands on Universe Curriculum, and telescope. Each teacher who participates in this project will document classroom activities utilizing the digital camera, video camera or media coverage. This documentation will be compiled and presented at the WVTEAMS conference and at state level science conferences.
The second part of this evaluation will be to measure the extent of parental involvement in this project. Currently there are no academic clubs or activities meeting after school hours. Through this project we will increase parental involvement and provided extended learning opportunities for students. The facilitator will log participation in after school activities by students, parents and community partners.
The third aspect of evaluation will occur by an examination of standardized test scores of 3rd –6th grade students for the 2000-2001 school year. A successful project will show an increase in science test scores for students involved in this program.