Business plan

OFFBEATAFFECT – BUSINESS PLAN
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BUSINESS PLAN
Gvidas Lipinas
P16186824
Creative Media Entrepreneurship

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Table of Contents
1.0 Overview .................................................................................................................................................. 4
1.1 Executive Summary................................................................................................................................ 4
1.2 Mission Statement.................................................................................................................................4
1.4 Previous Experience .................................................................................................................................... 4
2.0 OFFBEAT EFFECT........................................................................................................................................ 5
2.1 Business Model...................................................................................................................................... 5
2.2 Services................................................................................................................................................. 5
2.2.1 Digital Design..................................................................................................................................... 5
2.2.2 Video and Motion Graphics................................................................................................................. 5
2.2.3 Analytics and InsightAnalytics............................................................................................................. 5
2.2.4 Content Strategy and Creation............................................................................................................ 6
2.2.5 Social Media Marketing...................................................................................................................... 6
2.2.6 Web Development............................................................................................................................. 6
3.0 Business Overview..................................................................................................................................... 6
3.1 Goals and Objectives.............................................................................................................................. 6
3.2 Vision.................................................................................................................................................... 6
3.3 Growth Plan .......................................................................................................................................... 7
4.0 The Market Research.................................................................................................................................8
4.1 Marketplace.......................................................................................................................................... 8
4.2 Gaps in the market.................................................................................................................................8
4.3 Competitors .......................................................................................................................................... 8
4.4 Business SWOT...................................................................................................................................... 9
4.5 Sales..................................................................................................................................................... 9
5.0 Business Model............................................................................................................................................... 9
5.1 Value of Products and Services..................................................................................................................... 9
5.2 Profit Margins...................................................................................................................................... 10
6.0 Marketing and Sales Overview....................................................................................................................... 10
6.1 Proactive .................................................................................................................................................. 10
6.2 Reactive.................................................................................................................................................... 10
6.3 PromotionPlan......................................................................................................................................... 11
...................................................................................................................................................................... 11
6.3.1 Brand Identity..................................................................................................................................... 11
6.3.2 Website.............................................................................................................................................. 12
6.3.4 Networking......................................................................................................................................... 12
6.3.5 Advertising......................................................................................................................................... 12
6.3.6 The 5P’s Marketing Mix....................................................................................................................... 12

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7.0 Operations.................................................................................................................................................... 13
7.1 Premises................................................................................................................................................... 13
7.2 Team, Staff and Associates......................................................................................................................... 13
8.0 Resources..................................................................................................................................................... 13
8.1 Current Resources..................................................................................................................................... 13
8.2 Offered products and services.................................................................................................................... 13
8.3 Needed Resources..................................................................................................................................... 13
9.0 Financials and Bookkeeping........................................................................................................................... 14
9.1 Funding Requirements............................................................................................................................... 14
9.2 Financial Management .............................................................................................................................. 14
10.0 Pricing Structure and Case Studies................................................................................................................ 15
11.0 Growth Planfor the Future.......................................................................................................................... 15

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1.0 Overview
1.1 Executive Summary
Thisreportwill provide ananalysisandevaluationof OFFBEATEFFECTand the digital marketingindustryand
will coverall the aspectsof launchingastart up from planningtofindingfinancialfundingasa Sole Trader.
The digital marketingindustryisa growingsectorinwhichthe fundinghasquadrupledinthe last12 years
meaningthatthisstart up iswell placedwithinthe industryandisplacedperfectlygeographicallygivingita
great start.The website isprofessional andeasytouse whichshould catchthe eye of the clients.
The start-upcost of the companyis lowmeaningthatfundingtogetthe businessgoingisnotneededdue to
it beingunder£1000. The digital marketingindustryinLeicesterisvastbut OFFBEAThas a unique selling
pointof offeringwhata digital marketingcompanywouldofferbutalsocontentproductionensuringthat
youget everythingyouneedunderone roof.
1.2 Mission Statement
OFFBEAT EFFECT strives to be the leading digital marketing agency for aspiring young talents and
small business with a passion for creativity and bringing something new to the industry. We are
committed to continuously strengthening our talents and products to improve our competitive
position.
1.4 Previous Experience
I as an individualhasstudied differentformsof mediaforthe last7 yearsragingfrom graphicsand 2D designall
the way to film,photographyand3DdesignandanimationwhichIbelievewill give me anadvantage whenit
comesto advertisingproductsandbrandsdue tobeingable toincorporate all of my skillsandknowledge to
make each bitof material producedstandoutfrom theircompetitors.I’vebeenapressphotographerfora
varsitygame and the photographerformysixthformand have done graphicsworkfor local companiesback at
home meaningthatI am no strangerwhenitcomesto workingona tightschedule where you’reexpectedto
produce result.

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2.0 OFFBEAT EFFECT
2.1 Business Model
2.2 Services
2.2.1 Digital Design
I will be offering Digital Design services to the clients which can range from multimedia presentations,
email and web adds, digital billboards, signature, pitch decks to 3D modelling and 2D animation to
ensure to cover all of the clients’ requirements. When it comes to the software being used to create
the content for the client industry standard tools will be used such as Illustrator, Photoshop, InDesign,
Maya etc. but also some languages featured in digital assets such as HTML5, JavaScript and CSS3 to
create web and mobile based content if required.
2.2.2 Video and Motion Graphics
Motion Graphics is a term used to describe a genre of animation which combines both animation and
graphic design. In most instances, motion graphics are purpose-driven and present information to the
viewer through the use of animated text and graphics which would stimulate the viewer much more
than traditional means of presenting information.
2.2.3 Analytics and Insight Analytics
We offer a service in which we would assess the businesses analytics and provide a report and offer a
strategy. Once we have the data and perform the analysis, we would have the knowledge to form
insights and come up with a strategy to help the business grow.

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2.2.4 Content Strategy and Creation
Content strategy consists of the planning, creation, development, delivery and management of
content on behalf of the client. The purpose of content strategy is to help a business have a plan in
place but also to create meaningful, cohesive, engaging and sustainable content that will attract and
target their desired demographic boosting their ROI.
2.2.5 Social Media Marketing
Is similar to Contents Strategy and Creation but more specific and consists of using social media and
websites to promote the clients’ services or products. Most social media platforms have built in
analytic tools which would allow us to track the client’s progress, success and engagement of ad
campaigns which would give us an insight of how to improve. Furthermore, when working with social
media marketing we have the option to allow consumers to post user-generated content also known
as ‘earned media’ which would give us a better insight of how the targeted demographic is responding
to the content created or services offered.
2.2.6 Web Development
Based on the client’s needs a website can be developed for hosting via intranet or internet. Some of
tasks that would be included within the development process are; web design, content development,
client-side/server-side scripting, network security etc. A website can be developed from scratch or if
they have a website currently running appropriate alterations could be made to meet the client’s
needs.
3.0 Business Overview
3.1 Goals and Objectives
The business goalsare to be the leadingdigital marketingagencywho’sdrivenonresultwithaloyal customer
following.Furthermore,we will aimtodouble clientROIquarterlywithoutafail.Whilstthe objectivestoreach
these goalsare to establishaname withourspecifictargetmarketandfocus onobtainingnew clientsmonthly
whilsthittingagreedtargetsonaquarterlybasis.
3.2 Vision
I will dedicate myself100%to ensure that myclientsare successful.If they’re notsuccessful,thenneitherwasI
and didmy jobwrong.We strive to keepmyclientshappybutalsoensuringthattheysee significantresultover
a durationof time,theywill alwayscome first,andIwill gothe extrastepto ensure thattheyreach theirfull
potential.

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3.3 Growth Plan
Digital marketingisagrowthindustrywhomis
dominatingmarketinginthe 21st
centuryas majority
of companiesare turningtodigital markingdue to
guaranteedresultswhichyoumainnotreceive
throughtraditional meansof advertisingasdigital
marketingtargetsa specificdemographictoensure
everincreasingROIwhilsttraditional meansof
advertisingdoesnotguarantee thatitwill targetthe
desireddemographic,furthermore,traditional means
of marketingare passivelyconsumedorignored
completelywithlimitedresult.
Figure 1 displays‘Digitaladvertising spending in the
United Kingdom(UK) from2007 to 2019 (in million
GBP)’and as you can see inthe last12 yearsthe
spendingfordigital marketinghasquadrupledas
companies are seeingreal time resultsthroughdigital
marketingwhetheritwouldbe greaterpublicityor
evengreaterROI.These numberwill simplykeepon
goingas longas these agenciesdotheirjobandcreate
a strong client-businessrelationship.
If we have a lookat figure twoitdisplaysagraph
displayingtopthree channelsthroughwhichtheir
clientswill be consumingtheirmarketingeffortsin
2020, thisisan average takenfrom499 individuals
asked.
‘The EconomistIntelligenceUnit asked 499 Chief Marketing
Officersand SeniorMarketing Execs abouthow they saw
marketing evolving,and also conducted somein-depth
interviewswith CMOsfromleading brandssuch asUnilever
and JPMorgan Chase.They werelooking to find outwhat
key technologiesand trendswill drive changein the
marketing industry overthenextfouryears.Below is a
graph of the resultsaboutwhatthey thinkthe key
marketing channelswill be in 2020…’
The long-termchangeswill be thatthe traditional
advertisementwill becomeabsolute whilstsocial mediawill onlybecomeone of the leadingmarketingtoolsfor
brands.Influencerswill alsobecome abigpart of marketingdue tothemhavinga dedicatedfollowingfroma
specificmarketmeaningthattheycoulddoall the workfor the brand withhighROI;for example,inarecent
article IrfanAhmanstatedan impressivestatisticforthe use of influencerstofurtheryourbrand“94% of
marketerswho useinfluencer marketing find it an effective practice,and influencer marketing can generateup
to 11x the ROI of traditionaladvertising.”.
My companywill be takingadvantage of these statisticandimplementingtheminthe marketingstrategies
usedfordifferent brands,ignoringthe oldwaysof advertisingandfocusingonspecificsocial mediaplatforms
and usinginfluencerswhere possible withthe rightdemographicandthe rightengagementrate tobenefitthe
brand.Figure three showshowone companyhaschanged theirwaysof marketingandshowsthatcompanies
don’tneedtodo marketresearchetc.no more as youknow whoyour marketisfromyour analytics.
Figure 3
Figure 1
Figure 2

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I as an individualhasstudieddifferentformsof mediaforthe last7 yearsragingfrom graphicsand 2D designall
the way to film,photographyand3DdesignandanimationwhichIbelievewill give me anadvantage whenit
comesto advertisingproductsand brandsdue tobeingable toincorporate all of my skillsandknowledge to
make each bitof material producedstandoutfrom theircompetitors.I’vebeenapressphotographerfora
varsitygame and the photographerformysixthformand have done graphics workfor local companiesbackat
home meaningthatI am no strangerwhenitcomesto workingona tightschedule where you’reexpectedto
produce result.
The fact that I’m a universitystudentmeansthatIhave accessto studiosandtop-qualityequipment tosatisfy
the client’sneedswhilstmycompetitorswouldneedtoinvestinthese aspectsif theydon’towntheirown
studio/equipment.Thisandthe fact thatI’ve studiesdifferentformsof art andmediahelpsme lookateach
task andcome upwitha creative solutionwhichwouldallow me tosurpassthe client’sexpectations. The
business goalsare to be the leadingdigital marketingagencywho’sdrivenonresultwithaloyal customer
following.Furthermore,we will aimtodouble clientROIquarterlywithoutafail.Whilstthe objectivestoreach
these goalsare to establishaname withourspecifictargetmarketandfocus onobtainingnew clientsmonthly
whilsthittingagreedtargetsonaquarterlybasis.
4.0 The Market Research
4.1 Marketplace
I will be offering my services to small clothing retailers specialising in vintage clothing due to there
being a gap in the market.
4.2 Gaps in the market
What makes me different to my competitors in the fact that I’m a media production student learning
up to date technology and trends in the business meaning that I will offer a fresh set of eyes to
challenges presented to me by the client. Whilst an already established business might stick to what
they already know. Even though I might be at a disadvantage with my competitors due to them having
a company-client bond but also working with recognizable brands. I will be able to provide the same
services at a much lower cost even though the quality of work will be to the same standard.
Furthermore, I will have a much fresher look when it comes to the challenges faced in the industry.
Lastly, I will have a fresh desire to succeed which will push me to work even harder whereas older
companies could have lost that.
4.3 Competitors
When looking at competitors in Leicester, two companies have come up which seemto be the biggest
threat to me; Effect Digital Ltd and bigdog Agency. Bigdog Agency will be a much bigger competitor to
me than Effect Digital due to the fact they also like working with smaller businesses who bring
something different to the table especially in the Leicester area. These agencies are a threat to me
because we will be offering the same services and they have a reputation for delivering outstanding
quality of work.

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4.4 Business SWOT
4.5 Sales
When looking how other digital marketing agencies operate and sell their services to clients one thing
is clear free consultation sessions would draw in potential clients and would allow me to find out what
their goals and digital marketing efforts are. Ask them what the most time-consuming jobs are or jobs
they hate the most especially the parts involving marketing and find solutions to their problems in the
consultation meeting and if they were happy with the plan then I could get to know their company as
if it’s my own and implement strategical marketing to boost their ROI.
5.0 Business Model
5.1 Value of Products and Services
The monthly cost to run all the software packages comes to roughly £40, then the cost of running the
website domain comes to £10 a month and £200 for certain advertisement campaigns whilst the average
price for the services offered will be around £2500.

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5.2 Profit Margins
6.0 Marketing and Sales Overview
6.1 Proactive
Will investigate having host-beneficiary arrangement, which means that I would team up with a more
established business in the area with a similar targeted demographic. This simply means that I would
offer deeply discounted offers to the clients of the larger agency. This would give me a leg into the
industry and help me network and put OFFBEAT AFFECT on the map as a worthy digital marketing agency.
This could also potentially increase my monthly revenue by 28%. Other proactive marketing techniques
that will be incorporated are B2C marketing. This consists of business to consumer marketing campaigns
such as door to door marketing etc. B2C internet marketing is becoming more important to reach
customers.
6.2 Reactive
When a situation arises where there’s repeat business, loyal customers will get discounts to ensure that
they stay with the agency which in the long term will build great customer relationship and will work as
an incentive for other clients to stay longer with the agency.

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6.3 Promotion Plan
6.3.1 Brand Identity
Before going into the process of designing the brand identity
research was carried out to see what my competitor’s logos looked
like. After some research, it came clear that they were very basic
and plain. However, I wanted OFFBEAT EFFECT to stand out more
than these logos.
First design featured bright colours which complimented one
another and a bubbly text to stand out more however after some
market research it was clear it wasn’t suitable for my demographics
as it was too childish.

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After further research I came up this design which features an abstract
interlinking design between the letters O and B which catches the eye right
from the bat.
The design features two predominant colours to keep it basic and not to
distract from the intricate design of the logo but it also features a gradient for
the shadow to add some depth to the design.
6.3.2 Website
6.3.4 Networking
When it comes to networking, LinkedIn will play a major part in online networking and reaching out
to clients but also other businesses to build relationships and contacts. When it comes to
networking offline, there will be conventions all over the country for digital marketing agencies to
network and help one another improve. For example, DigiMarCon is a yearly convention held in
London where you can go and hear from most audacious and through provoking speakers in the
digital marketing industry, gain insight into emerging strategies and technologies and network with
the industry leading personalities.
6.3.5 Advertising
Majority of the advertisement will be done online due to it being a digital advertising agency and
the main channels to reach out to people will be Instagram and Facebook and it has the best
outreach. However, due to me not having the network or connections to reach out to people. Most
basic form of advertisement will take place of going business to business after doing research on
their analytics and offering my services and showing the improvements I can deliver. For example,
there’s a small vintage clothing retailer called ‘Pink Pigeon’ in Leicester who has the potential to
double their sales using Instagram, Facebook and an e-store however, they lack an online presence
which is holding them back.
6.3.6 The 5P’s Marketing Mix
Product
When offering my services to brands and young talents, I will offer free consultation sessions to
help the brand understand what I am offering and how this will benefit them in the long run with
an increased ROI.
Price
Will have affordable prices for small businesses to ensure they can afford the service I provide but
this will also bring in more clients once they see result.
Promotion
Will have an ad in the newspaper to draw attention of local businesses but also a Facebook and
Instagram group to reach out to people through social media with ease.
Place

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An in-town location close to centre of town to ensure its found easily but also will have opening
hours to match the opening times of these vintage clothing stores.
People
When the business grows and I have employees working a long side me, I will ensure that the staff
are talented but also friendly and have the same drive to succeed as the business owners.
7.0 Operations
7.1 Premises
The business will be running from home due to me being a sole trader and not having the funds to
operate from an office environment. However, this won’t be an issue due to having a DSLR at home and
a few lenses and a computer with all the software packages needed to operate as a sole trader. But as
I’m a university student I will also have access to studios and extra equipment if needed, depending on
the client’s needs.
7.2 Team, Staff and Associates
Right from the start I will not need any employees or people to work with as the work load will not be
too intense, however when more clients come in I will need to consider changing the legal trading
status of the company and considering looking for employees to ease the work loading to maintain the
high standard of work and short delivery times.
8.0 Resources
8.1 Current Resources
Currently I’ve got a Canon 100D with three different lenses which covers me in all aspects of production.
A PC with all the necessary software packages to produce anything from 2D graphics all the way to
professional video shoots and 3D work.
8.2 Offered products and services
Web Development – Based on the client’s needs a website can be developed for hosting via intranet or
internet. Some of tasks that would be included within the development process are; web design,
content development, client-side/server-side scripting, network security etc. A website can be
developed from scratch or if they have a website currently running appropriate alterations could be
made to meet the client’s needs. Check 2.2 for more detail.
8.3 Needed Resources
To Start trading a domain needs to be purchased to have clear branding throughout OFFBEAT EFFECT.
Apart from that, due to me being a university student, I can rent out equipment I need but also book
out studios for professional shoots. With the profits made, I’d be able to rent out an office space when
expansion is needed or when the facilities at hand are not available no more.

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9.0 Financials and Bookkeeping
9.1 Funding Requirements
The start up cost for this start up is relatively low as there’s no immediate need for an office space so it
can run from its current location. The brand identity has been created with no extra cost and its social
presence has been made with no additional charges. The most expensive part will be getting the name
and brand out there for people to see. Here’s a summary of the initial costs:
Summary of monthly costs
20.00 Facebook sponsorship
20.00 Telephone Costs
Summary of initial fixed costs
100.00 Sponsorship of local businesses
60.00 Register with Companies House
80.00 Website Hosting
600.00 Insurance public liability & equipment
When the time comes to expand or upgrade the technology within the business funding will most likely
be needed and personal investments is usually not the best option as it’s a finite source and there are
greater risks of going bust if the start-up doesn’t take off.
Angel Investors are a likely source of funding due to the fact they are usually passionate about the
venture they invest in and will offer guidance and their expertise to maximize your revenue, also they
have a network of key players and are willing to take great risks compared to other investors. However,
in exchange for the funding they want shares in the company or convertible debt.
9.2 Financial Management
Before getting an accountant, who would be left in charge of all the finances. A possible option would
be a cloud-hosted invoice and accounting app called FreshBooks, it an award-winning app and loved by
small teams and start-ups. This accounting app can automate as much or as little as you require of your
financial activities including functions for calculating taxes, sending reminders, securely charging your
client’s credit card, updating your FreshBooks account, creating invoices, categorizing expenses,
importing expenses from your bank, logging work time and billing tracked hours, billing for payments,
and more. What makes it a perfect candidate is the fact that it has a free trial to see if it’s something
that would I could get used to.

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10.0 Pricing Structure and Case Studies
11.0 Growth Plan for the Future
 In the firstyearof tradingthe profitsare predictedat10k
 In the secondyearthe companywill be buildingonexistingclientsandsource new onesand profitsare
predictedat25k
 The third yearthe brand will be establishedinthe marketwithareputation.The predictedprofitsare at50k
 The fourthyear the profitsare predictedtobe round 50k
 The predictedprofitsforthe fifthyearare at 70k afterexpansionwork.

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