2. Business philosophy
• Our Philosophy is to use cutting edge web design and promotional
planning to help small businesses grow by providing businesses
with the best possible marketing tools and plans.
• Ibec Creative Mission Statement: iBec will work with you to create a
customized visual identity that translates to the web and into print.
With that polished and professional look, your business will be
positioned for growth.
3. Unique selling propositions
1. A business that is both brick and mortar and e-
commerce for the convince of the customers.
2. Only the best employees
3. The option of meeting with us if you please or you can
have a video conference with us, or even email and
phone. What ever is the most covenant for you.
4. Strengths: Weaknesses:
• People Person • No job experience
• Goal Oriented • Lack of Creativity
• Eager to Learn • Impatient
• Hard Worker • Young
• Confident • No college degree yet
• Professional
Opportunities: Threats:
• College • Job Market
• Age (Generation Y) • Other Kids applying for
• Technology based careers jobs/college
• Economic growth • Economic Problems
5. Business Model
Home-based
Brick And Business
E-Commerce
Mortar
1. Have to combine
professional
1. Professional office 1. Global reach space with home
space 2. Easy to Start space
2. Walk in traffic 3. Larger Customer 2. Will interfere with
3. Comfortable reach personal life
atmosphere 4. Open 24/7 Vs. 3. Restricted zoning
4. Face to Face contact
ordinances
4. Many distractions
6. Business Structure
• Sole proprietorship:
• A sole proprietor has complete control and decision-making
power over the business.
• Sale or transfer can take place at the discretion of the sole
proprietor.
• No corporate tax payments
• Minimal legal costs to forming a sole proprietorship
• Few formal business requirements
• All responsibilities and business decisions fall on the
shoulders of the sole proprietor.
• Investors won't usually invest in sole proprietorships.
7. LLC
• Members are held liable if they use the company to
commit fraud, personally guarantee to repay a debt or
negligently supervise the actions of an employee or
another member that causes harm to a third party.
• Filing papers with a state to establish a LLC costs more
than other organizational structures, such as partnerships
and sole proprietorships.
8. Industry Analysis
1. Around 37,000 companies in the industry
2. Combines revenue of over $88 billion
3. The top 50 companies generate about 1/3 of revenue.
4. Education: bachelor's or master's degree in business
administration with an emphasis on marketing or an advertising
and journalism degree.
5. Overall employment of advertising, marketing, promotions,
public relations, and sales managers is expected to increase by
13% through 2018.
6. According to a survey by the National Association of Colleges
and Employers, starting salaries for marketing majors graduating
in 2009 averaged $43,325.
7. Median annual wages in May 2008 were $80,220 for advertising
and promotions managers, $108,580 for marketing managers,
$97,260 for sales managers, and $89,430 for public relations
managers.
10. Economic Analysis
Per Capita Personal Income In spring 2010, New
Per capita personal income in Hampshire was
named “safest state” in the
New Hampshire was $42,585 in
nation.
2009. This represents a 2.3 percent
decrease from 2008, or about $1,000.
Total personal income for
New Hampshire in 2009 was $56.4
billion, a decrease of 2.1 percent from
2008, which came in at $57.6 billion.
This was the first time since 1938 that
total personal income in the state
decreased over-the-year;
11. Economic Analysis
Labor Force and Employment Outlook
Portsmouth workers are described as young,
well-educated, with a good work ethic, and
Portsmouth,
attracted to the city in part because of the
NH
short commute to work. The labor pool
includes workers with diversified skills while
the nearby colleges offer strong academic
and technical support. Nearly 42 percent of
those older than 25 years have a bachelor's
degree or higher while 91 percent are high
school graduates.
12. Location
• http://www.juliedufault.com/real_estate/listings/Commercia
l/NH/Portsmouth/1275004
• (603) 661-2027
64 3102 State, Portsmouth NH 03801
$1,939
Great opportunity to lease a high visibility
Retail/Office location in historic downtown
Portsmouth. Located on busy State Street steps
from town center and the Piscataqua River. New
brick building enjoying the new multi million dollar
State Street renovation project with new brick
sidewalks, granite curbs and period lighting.
13. Product Width and Depth Chart
Interactive Advertising & Public Relations Event Planning
Marketing
Web design & Branding Crisis
Development communication
Social media Concept Design Community
monitoring and relations
consulting
Social Network Media Placement Media Training
applications
Digital Public
Relations
Copy writing
Goal is to add public
relations after my business
gets going.
14. Target Market Analysis
• I am trying to reach people that have small businesses and
want to create a web side to their business, or a
promotional campaign but might not have the tools and
skills to do this all their self's.
Demographics
• Age: 35-55
• Gender: Male and Female
• Income: $50,000-$100,000
• Ethnicity: Caucasian
• Education: College Degree
• Occupation: Business owners
• Marital status: Married
15. Psychographics Geographic's
• Values: these people value the Portsmouth and
success of their business. surrounding areas for
• Attitudes: people that are willing the brick and mortar
to spend a decent amount of business but I also have
money to promote their the e-commerce side to
business my business and that is
• Lifestyles: hard working business accessible to all.
people
• Beliefs : marketing their
business is worth the money and
Is important.
16. Competitive Analysis
Strengths Weaknesses
Scribble Creative They have a lot more It’s a 100 percent
employees than my
Group company. Graphic
e-commerce
http://www.nhmar artists, marketing business
ketingcompany.co experts, photographer,
m/the-group.php copywriter, web
developer, and public
relations person.
Harbor light Does a lot with Boring website
strategic brand recognition.
marketing
http://www.harbo
urlight.com/marke
ting-services.cfm
Act One Creative, They have recently Unorganized
LLC lowered their website
http://www.actone prices for their
creative.com/news websites
/7
17. • If one of our services starts on the decline stage we will
first promote it better and if that doesn’t work then we will
eliminate the service
25. • City Marketing: I picked this name because I wanted their
to be a modern feel to my business and my ultimate goal is
to have my business run out of a larger city like Boston MA
• Image: modern, Easily accessible,
• Brands that you use
• Mac
• Photoshop
• Ink jet printer
• The types of brands that I will offer
• National Brands
26. Feature Benefit
Available online Easy access
We will travel to you Easy for busy business owners that
don’t have the time to travel to our
offices
Long term customer relationship On going services over time
27. • Because I will be a business that is serviced based we will
have a guarantee that if you don’t like our service or
product we create we will fix it until you are happy with it.
28. Charges come down to about $100 I want my business to be a great
Dollars per hour of time. business that isn't extremely
expensive so I will make my cost
come down to around $80 dollars per
hour of work.
29. Pricing
• Demand: I'm hoping to have around 3 to four projects at a
time.
• Pricing Strategy: Be cheaper than the competitor but still in
a range that I make money.
• If the business starts to be extremely productive then we
raise the prices closer to the competitors, that have been in
business longer, prices
• My pricing is also based on labor and not things like
shipping because its an online business
31. Skimming or Penetration
• Penetration pricing is what City Marketing will be doing. By
setting our prices lower we are sticking out from the competitors
and in these economic times business owners don’t want to
spend large amounts of money where it isn't needed.
32. • Other competitors moving into town
• Economy making people not want to spend as much money
on advertising and web design
33. Pricing objectives
• Make a profit- 200,000 per year
• Reasonable for market – I want to make it worth it for the
business to hire me to create digital marketing products for
them
• Competitive pricing – My pricing is going to be a little
cheaper than the competitor but I want to keep my pricing
close to theirs so my business still gives off the image of a
good quality business
• Establish customer relationships- we want to make the
customer feel like they are getting their money worth when
hiring me.
35. Estimating Demand
• Age 20 to 34 - 5,596
• Age 35 to 54 - 6,198
• I'm going to start by targeting restaurants and small retail businesses
that are new and or don’t have website or promotional plans already
created.
• Restaurants in and around Portsmouth: 81
• I would hope to provide services for around 12 of those businesses that
year which is about 15% of the market
• Retail businesses in and around Portsmouth: 69
• I would plan to provide services for around 7 of those 69 businesses
which is around 10% of the market
Restaurants
Retail/Shopping
http://www.portsmout
http://www.portsmouthch
hchamber.org/cwi/busi
amber.org/cwi/businesses
nesses/bus_search_res
/bus_search_res.cfmb
.cfm
36. Competitor Prices
Business
ALLEGRA Marketing Print Mail Portsmouth, NH (603) 433-4680
Anchor Line | Web & Screen Works. Portsmouth, NH 603-427-8272
Boldwerks Portsmouth, NH 800.350.2365 Ibec charges about $100 per hour.
BridgeView Marketing Portsmouth, NH 603-766-3680 So I am charging around 85
Cod Rock Media Productions Kittery Point, ME (207)439-4255
dollars per hour.
ECI Marketing, Inc. Portsmouth, NH (888)275-8441
Fishnet Media, LLC Portsmouth, NH 603-373-8792
Fun Stuff To Do Eliot, ME 6032054818
Here's Where, Inc. Rye, NH (603) 964-4033
JobsInNH.com Westbrook, ME 877-374-1088
Managed Marketing, LLC Portsmouth, NH 603-294-4096
MicroArts Creative Agency Greenland, NH 603-430-1110
New Hampshire Wedding Magazine Exeter, NH 603-929-3500
Sentient Decision Science, LLC Portsmouth, NH 603-570-4819
Sir Speedy Printing Center Portsmouth, NH (603)433-4664
Speedpro Imaging of Portsmouth Portsmouth, NH 603-766-8088
Sullivan Communications Southborough, MA 508-786-0729
Taste of the Seacoast Magazine Portsmouth, NH 603-766-1948
Trends Marketing Group, Inc. Hampton, NH (603)436-0391
37. Pricing Strategy
• My Strategy is to make my prices lower than my
competitors but at the same time keep them close to their
prices to make it so I am cheaper but still give the feeling of
producing a quality product
41. Social Media
• Facebook page to promote my company
• Put a Marketing tip on Facebook every week for my Followers
• Goal is to get 500 likes within the first 3 months
42. Radio Ad
• Attention all small business owners, Is your business lacking
attention grabbing marketing tools? City Marketing Can help! Call
City Marketing. City Marketing can create a breath taking website
or revamp your current website. Its convenient and inexpensive to
get a quality product from City Marketing. Opening March 14 th,
come in to City Marketing that day and get an appointment for a
free Consultation!
43. Customer Loyalty
• Email blasts to frequent customers, giving them discounts for their
next projects
