Calimate Corporation aims to provide services to international students in California by organizing trips, parties, and activities, and providing information about places to visit and local customs. The business model involves a $15 monthly subscription fee and commissions from accommodations, travel, and activities booked through the platform. The target customer is international students, with over 100,000 in California. Marketing objectives are to achieve $10,000 in monthly budget, $15,000 in revenue, $5,000 in profit, and 300 customers per month. The marketing plan involves email marketing, paid search on Google Adwords and YouTube, display advertising on Facebook and Twitter, and leveraging word of mouth on Twitter.

1. Elisa Carreras Riera
Rocio Pardo de Donlebun y Ruesta
Alexis Revue
Pablo Alcala Galiano
Tatiane Teixeira Leal
Jean Létendart
CALIMATE CORPORATION
Californian Social Network

2. INTRODUCTION
What is our business ?
What are our objectives ?
How to reach the customers ?
How much does it cost ?
How efficient is it ? 2
Introduction

3. BUSINESS
 Calimate organizes trips, parties, events and
activities for International Students in California.
 We also provide information about places to visit,
customs and gastronomy.
 Business Model
 Subscription: $15
 Commission:
 Accommodation: 10%
 Travels, Activities, Party: 20%
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Business (1/4) – Mission & Business Model

4. TARGET CUSTOMER - DEMOGRAPHICS
 International Students
 111,379 in California
 Southern California (USC): 9,840
 Los Angeles (UCLA) : 8,424
 Berkeley (USB) : 5,632
 San Diego (UCSD) : 4,32 1
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Business (2/4) – Target Customer

5. TARGET CUSTOMER - SURVEY (1/2)
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Business (3/4) – Target Customer - Survey

6. TARGET CUSTOMER - SURVEY (2/2)
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Business (3/4) – Target Customer - Survey

7. MARKETING OBJECTIVES
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Business (3/4) – Marketing Objectives
$10,000 Budget (Monthly)
$15,000 Revenue (Monthly)
$5,000 Profit (Monthly)
300 Customers (Monthly)

8. WEBSITE
Features: Subscription, Newsletter, Information, Calendar, etc.
+ Social Network, E-Commerce, App 8
Business (4/4) - Website

9. COMPETITION ANALYSIS (1/2)
 http://www.sandiegoexperiences.com/
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Competition Analysis (1/2)
http://sandiegoexperiences.gostorego.c
om/t-shirts/t-shirts.html

10. COMPETITION ANALYSIS (2/2)
 http://www.sandiego.edu/about/news_center/events/
 http://happenings.ucla.edu/
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Competition Analysis (2/2)

11. MARKETING PLAN INDEX
 A. E-mail Marketing
 B. Paid Search
 Adwords
 Youtube
 C. Advertising
 Facebook
 Twitter
 D. Word of Mouth
 Twitter
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Marketing Plan Index

12. A – E-MAIL (1/2) – BUILD A LIST
 List of Foreign Institutions (obj. 1,000 leads)
 Business Schools: (45), (106), etc.
 Email, Phone, Contact, Date, Nb., etc.
 Email Campaign Solution
 http://www.emailbrain.com
 Cost: $29.95/m for 10,000 Credits
 Frequency: 1/Month, 1/Week
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A – E-Mail Marketing (1/2) – Build a List

13. A – E-MAIL (2/2) - CONTENT
 Information/News
 General information about California.
 Education
 Space for University.
 Activities
 Places, suggestions what to do on weekends.
 Gastronomy
 Suggestions of places to eat.
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A – E-Mail Marketing (2/2) - Content

14. B1 – ADWORDS (1/3)
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B1 – Paid Search – Adwords (1/3)

15. B1 – ADWORDS (2/3)
 “Things to do in San Diego” keyword
 Max CPC : $3.37
 Clicks per day : 34.95
 Impressions per day : 2,285
 Cost per day : $82.50
 Assuming 2 sign-ups per every 10 clicks 15
B1 – Paid Search – Adwords (2/3)

16. B1 – ADWORDS (3/3)
Using just “things to do in San Diego” (one key word)
 1 Sign-ups per every 35 clicks = per day
 $1,447 revenue per month - $2,490 cost per month = $1,043
monthly losses
Other proposals include:
things to do in Los Angeles, visiting San Diego, visiting Los Angeles,
sightseeing San Diego, sightseeing Los Angeles, housing San Diego, housing
Los Angeles, cars San Diego, cars Los Angeles, trips San Diego, trips Los
Angeles, etc.
Reach : 1048 Clicks/Month
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B1 – Paid Search – Adwords (3/3)

17. B2 – YOUTUBE (1/2)
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B2 – Paid Search – Youtube (1/2)
CaliMate
by CaliMate - 76242 views
All the services you need as an
International Student in California.

18. B2 – YOUTUBE (2/2)
 Video Content
 Informational (Activities, etc.)
 Humor (cultural gaps, clichés, etc.)
 Viral (Flash mob, Harlem Shake, etc.)
 Key Words
 UCLA, UCSD, UC Irvine, Berkeley UC, UCR, etc.
 Target
 Demographics: M/F, 18-24, 25-34
 Topics: Hobbies & Leisure, Jobs & Education, etc.
 Ads
 Daily Budget : $ 70
 Maximum CPV : $ 0.02
 Video View Increase : 2,000 – 7,000 Views/Day
Reach : 60,000 – 210,000 Views/Month 18
B2 – Paid Search – Youtube (2/2)

19. C1 – FACEBOOK (1/2)
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C1 – Display Advertising – Facebook (1/2)
CaliMate

20. Clicks to Websites
 Daily Budget : $63
 CPC : $0.57
Page Likes
 Daily Budget : $20
 21 to 86 likes/day
C1 - FACEBOOK
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C1 – Display Advertising – Facebook (1/2)
Reach
3,333 Clicks/Month
630 – 2,580 Likes/Month

21. C – Display Advertising - Twitter
C3 - TWITTER
Options for twitter advertisement
 Promoted accounts
 Promoted tweets
 Promoted trends
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Why choosing Twitter?
 Easy, clear, fast and professional
 Establish a relation with the consumer
 No need to become a friend
What is Twitter?
 Social network based on tweets (short messages)
 #Hashtags, trends, favorite and retweet (#RT)

22. 22
C3 - Twitter
Forecasts and expectations
C – Display Advertising - Twitter

23. D1 - WORD OF MOUTH - TWITTER
Creating buzz on Twitter is easy:
 Tweets are organic and become viral quickly
 Fast social network
 Used by TV and Radio
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D – Word of Mouth – Twitter

24. E - OTHER
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E – Others

25. SYNTHESIS (1/2) – COMPARATIVE TABLE
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Synthesis (1/2) – Comparative Table

26. SYNTHESIS (2/2) – COMPARATIVE CHART
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Synthesis (2/2) – Comparative Chart

27. IMPROVEMENT
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Conclusion
 Implement
 Monitor
 Optimize
 Arbitrate

28. EQUITY FINANCING
 6-month financing
 $100,000
 $50,000 from owners (6 people)
 $50,000 out of 500 startups program
+ $2,000 from sponsors ($500 x 4 companies)
2 in SD – 2 in LA
 http://www.diegopartybus.com/
 http://www.ultimatelimosandsedans.com
 http://platinumluxurylimo.com
 http://www.lapartybuses.com
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29. FUNDRAISING – 500 START-UP
 Get a mentor and network with the 500 family
 Apply with an Angel list account
 Fulfill the following requirements:
 Awesome cross-functional founders
 Fits w/ our core investment themes
 Functional product that solves a problem for a specific
target customer
 Distribution-focused (aka marketing)
 Simple revenue model
 Capital-efficient businesses
 Companies that live well w/ the 500 culture
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30. FORECAST
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31. FORECAST
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32. Thank
You For
Your
Attention
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