6 months plan for a Cable TV start up.

1. Operations plan
First 6 months
Olaolu Onibonoje

2. Content
 Market context
 Trends
 Marketing -consideration drivers
 Marketing -conversion drivers
 Marketing Launch
 People –Sales and marketing Ops
 Organogram
 Financials

3. Market context
 Population- 174 million
 GDP- $510 billion (approximately N81.6 trillion) and growing at 5.4%
 House hold consumption of GDP- 50% of GDP
 Population stratification
Age structure Percentage Male in millions
Female in
millions
Cumm.
millions
0-14 43.8 39.12 37.33 76.45Consumer
15-24 19.3 17.2 16.45 33.65
Consumer/customer
/shopper
25-54 30.1 25.84 26.69 52.53Bulls eye
55-64 3.8 3.01 3.6 6.61
Consumer/Customer
/Shopper
65+ 3 2.39 2.84 5.23Consumer/Shopper
Total 100 87.56 86.91 174.47

4. Trends
FABA
 For Africa By Africa: African solutions to African challenges done the
African way.
Mobile roaming
 the increased use of mobile technologies
Civil info-Nation
 empowerment by delivery of objective, time and accurate information
Africa (collabo)rising
 savvy African brands will continue to rise through collaboration with
others
Remotely great
 brands need to reach remote location consumers

5. Marketing-Consideration driver
 Objective/goal- Deliver 100,000 devices/unique subscriber per month.
 Distinctivity-
Develop and drive distinctively, differentiated proposition via content and service delivery
 Affinity/loyalty-
Drive loyalty through compelling content/communication, service delivery and value for
money
 Quality-
Ensure locally relevant content and service delivery and after sales service
 Awareness-
Drive awareness through multiple engagement platforms-digital
media ( facebook , twitter, Instagram, yahoo ad, google)
brand endorsement and association with local regional and international celebrities and public
figures

6. Marketing-Conversion driver
Objective/goal- Deliver 100,000 devices/unique subscriber per month.
 Quality-
Ensure compelling content and service delivery( customer/consumer facing)
 Visibility-
Activate compelling visibility material both ATL and BTL(POS)
 Distribution-
Set up at least one retail/experiential(heavy branded)outlets each in the 36 states of Nigeria
engage 500 distributors to deliver 300 decoders monthly
 Price-
Develop and implement competitive price in category
 Promotion-
Develop and activate promotion to build loyalty and improve sales
 Persuasion-
Continually build a persuasive relationship with customers and consumers by employing outstanding
service delivery

7. Marketing-Launch
 Objective/goal- Deliver 100,000 devices/unique subscriber per month.
 Develop a 1 month experiential event in 5 locations –Lagos, Abuja, Port Harcourt ,
Ibadan and Kaduna
 Support launch with PR, conventional media(TV,Radio , press) and
digital/media(facebook , twitter, Instagram,blogs etc)
 Support launch by ensuring availability of homing devices with trade(distributor,
wholesalers and retail outlets) in readiness for sales .
 Develop , agree and implement promotions to induce trial .
 Take advantage of festivities and events –Christmas , New year , Calabar carnival
etc

8. People –Sales and Marketing Ops
 Create 6 Regions to be managed by 6 Regional Manager
 Each region consist of 6 states( or opportunity basis)
 Each state to have an outlet/office managed by Office/state managers
 Each outlet to have 4 customer service staff, 2 technical staff and accounting
staff.
 State manager to liaise and manager distributor, wholesaler and retailer
relationships
 Each region to have a HR Business partner for regional HR issues

9. Organogram
Regional
Mgr(6)
State
Mgr(36)
Technical
Staff(2)
Customer
care(4)
Accountant
(2)
HRBP(6)
Back office/
production
Chief Ops
Officer

10. Financials
Basic assumptions:
Plan is to sell 150,000 device per month
Open outlet in 36 states
Marketing cost of 5% to accommodate launch, awareness and compelling promotions
Cost of decoder/homing device not included
REVENUE N $
Decoders /15k 900,000 13,500,000,000.00 83,850,931.68
Subscription(c-rate 15% included)@3.5k 6,247,500,000.00 38,804,347.83
Total revenue 19,747,500,000.00 122,655,279.50
COST
sales& marketing staff(1 year) 535,200,000.00 3,324,223.60
Logistics/ops vehicles( cost for 3 yrs) 384,000,000.00 2,385,093.17
marketing cost 5% 987,375,000.00 6,132,763.98
Back office expenses 2.5% 493,687,500.00 3,066,381.99
2,400,262,500.00 14,908,462.73
-
Gross profit 17,347,237,500.00 107,746,816.77

11. Thanks you

12. Reference
 http://en.wikipedia.org/wiki/Demographics_of_Nigeria
 http://www.worldbank.org/en/country/nigeria
 http://www.vanguardngr.com/2014/04/510bn-gdp-nigeria-now-africas-
largest-26th-globally/
 https://www.cia.gov/library/publications/the-world-factbook/
geos/ni.html

13. Appendix
Population 173.6 million 2013
GDP $521.8 billion 2013
GDP growth 5.4% 2013
Inflation 8.5% 2013
Household assumption
(5 member/house)
34.8 million