Project and Portfolio 1

1. PERSONAL BRAND EXPLORATION
Michael Cassera
Project & Portfolio I: Week 3
September 20, 2020

2. The youngest of three siblings and a husband
and father, Michael Cassera was born in Las
Vegas, NV. And although he spent his life on the
move the love of busy city life never left him.
After helping his wife start her business, he
found his desire to help new businesses thrive.
After serving 5 years in the U.S. Army, Michael
enrolled in the Entertainment Business
Bachelor’s degree program at Full Sail
University where he’s focused on developing all
the skills he needs to help budding businesses
grow.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Chief Executives
• Marketing Manager
• Online Merchants
Hero Brand Archetype -
Motivational, self-confident, self-
disciplined, and direct. Made to
inspire, challenge, empower, and
motivate.
Business Consulting for Entertainment Businesses

4. • DEMOGRAPHICS: 55% Male,
50 years old, Predominately
White, Educated with Bachelor's
Degree or Higher.
• PSYCHOGRAPHICS:
Persuasive moderate risk takers
who are also flexible and
creative that also have the need
to achieve.
• IDEAL AUDIENCE MEMBERS:
New Business Owners, Growing
Businesses, Overwhelmed
Business Owners, Owners Who's
Businesses Have Plateaued
New, Growing, and Overwhelmed Business Owners
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land my first client
‣ Connect with, and send follow up promotional
emails to 10 business owners, by December
31, 2021.
Mid Term: (2025)
• Successfully lead 4 business owners into a higher
degree of success.
‣ Double productivity and client base by
December 31, 2025. Have at least one
corporate client in the books.
Long Term: (2040)
• Establish a Business Consulting Company that helps
aspiring small business owners achieve the success
they've always dreamed of.
‣ Hire 4 business consulting partners by
December 31, 2040. Become a household
name that is trusted.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Microsoft Office Products (Excel, Word, etc. 90%
Adobe Creative Suite 65%
Complex Problem Solving 90%
Time Management 55%
SOFTHARD
Jaspersoft Business Intelligence Suite 10%
Microsoft SharePoint 50%
Professional Writing 75%
Public Speaking 100%
SOFTHARD

7. I assist and empower both service and
product based business owners to improve
existing ideas and develop new strategies to
elevate their business to greater heights .
PROMISE

8. CREDENTIALS
Work Experience:
• 5 years service in U.S. Army
• Over 15 years experience in retail(both
storefront and online), case management,
and customer service.
Education:
• Web Development Foundations,
LinkedIn Learning Certification
• Entertainment Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Army Achievement Medal, U.S. Army
• Outstanding Volunteer Service Award,
U.S. Army
• Veteran's Performance Incentive Award,
AZ DES

9. COMPETITION
Emilia Taylor
Industry Experience:
• 15 Years as Business Development
Consultant
Education:
• Business Administration, B.S from University of
California
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Account Management - 10 endorsements
• Personal Training - 7 endorsements
Michael Cassera
Overall Online Presence:
• 500 connections, banner image not yet customized,
amateur headshot, lack of details throughout profile, no
articles published, not active on social media, URL not
yet customized
• Grade: Poor, 20 out of 100
Industry Experience:
• 15 years case management,
management, and customer service
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• U.S. Army, multiple leadership roles
Skills and Proficiencies:
• Time Management - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 0 connections, banner image not yet customized,
amature headshot, no detailed summaries throughout
profile or content pieces, no articles published, barely
active on personal social media accounts, URL not
customized
• Grade: Poor, 5 out of 100

10. COMPETITION
Duncan Walker
Industry Experience:
• Project Accountant; 3 mos
• Management Accountant; 9 mos
• Business Development Con; 3 yrs, 9mos
Education:
• MMU - CIMA, CIMA
• Certificate of Management Accounting
Noteworthy Experience:
• Launched a program to help companies control cash
movements better. Forecasting cash income and
expenditure up to two years, monthly update of actual
movements enabling companies to foresee potential
cashflow problems months in to the future to enable
them to make decisions to avoid them.
Skills and Proficiencies:
• Accounting - 74 endorsements
• Management Accounting - 70 endorsements
• Cash Flow - 65 endorsements
Michael Cassera
Overall Online Presence:
• 500+ connections, banner image customized word
cloud, professional headshot, one recommendation,
URL not yet customized.
• Grade: Average, 50 out of 100
Industry Experience:
• 15 years case management,
management, and customer service
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• U.S. Army, multiple leadership roles
Skills and Proficiencies:
• Time Management - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 0 connections, banner image not yet customized,
amature headshot, no detailed summaries throughout
profile or content pieces, no articles published, barely
active on personal social media accounts, URL not
customized
• Grade: Poor, 5 out of 100

11. BRAND POSITION
Your Business is my business. Bringing your
business to the next level is only possible
when someone cares as much about your
dreams as you.
MICHAEL CASSERA

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Gallup at Work Summit
‣ June 7 - 9, 2021 | Omaha, NE
• OPTIMA
‣ Spring 2021 | Boston, MA
• USA Leadership Summit
‣ June 3, 2021 | The Times Center, NY
Business Consulting
• Primary Content: Establish a blog documenting experiences
in my personal life, education, and future business connection
• Primary Tools: Facebook and LinkedIn - network with
industry pros and publish regular articles highlighting some of
the blog stories.
• Website: Full Sail digital portfolio site to showcase school
work.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking high level business consultant for mentorship
opportunities by Dec 31, 2021
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2021
Technical Skills
• Advanced proficiency with Microsoft Office products,
• Web Development Foundations- LinkedIn.com/
learning, March 2019
Soft Skills
• Complex Problem Solving
• Time Management

14. Michael Cassera
My name is Michael, and I am currently studying
Entertainment Business at Full Sail University. Upon
graduation, I will supplement the skills and experienced gained, with those
of my military leadership background. Together, we can make your business
every bit as amazing as you envision. Together, we'll do more.
“

15. REFERENCES
College, B. (n.d.). State of small business in america report.
Retrieved September 20, 2020, from https://www.babson.edu/
about/news-events/babson-announcements/state-of-small-
business-in-america-report/
Labs, S. B. (Ed.). (2019). The Surprising Demographics of
Small Business Owners. Retrieved September 20, 2020, from
https://www.smallbizlabs.com/2016/06/the-demographics-of-
small-business-owners.html
Summary Report for: 13-1199.04 - Business Continuity
Planners. (n.d.). Retrieved September 20, 2020, from https://
www.onetonline.org/link/summary/13-1199.04
Summary Report for: 11-1011.00 - Chief Executives. (n.d.).
Retrieved September 20, 2020, from https://
www.onetonline.org/link/summary/11-1011.00
Summary Report for: 11-2021.00 - Marketing Managers. (n.d.).
Retrieved September 20, 2020, from https://
www.onetonline.org/link/summary/11-2021.00
Careers. (2020, September 11). Retrieved September 20,
2020, from https://www.harlandclarke.com/about-us/careers/
https://www.glassdoor.com/Job/business-analyst-jobs