E B B 3 5 9 – E B B S P o r t f o l i o V C o u r s e P r o j e c t T e m p l a t e - O n l i n e 2018 2 The Distribution & Marketing Plan Template Using this Template (attached below), provide your ideas and research for the distribution strategies you will recommend for the logistical movement and delivery of the product to targeted users in a niche market. You should research similar products to determine what other self-distributors are doing to deliver their product to a niche market. The template is just a guide for organizing your paper with headings and sub- headings. Retype and duplicate the headings and sub-headings. Everything else is your original content. Do not include any of the instructor’s comments in blue in the Template when submitting this assignment. Reproduction of anything other than the headings and sub-headings from the template will cause a deduction in points for your assignment. Use the Budget portion of the template to organize your distribution and marketing expenses. List each item you plan to spend money on, the frequency with which you will use it, and the cost for your company’s first year. All of the tools and tactics found in the written section of the plan must match the dollars that are allocated to them in the Budget Worksheet. Do not include any costs in the budget that are not directly related to specific distributing (selling) and marketing (building awareness) strategies proposed for the product. Costs should be realistic for what you are trying to accomplish. Remember you are working with a micro budget of $1500 for the entirety of the one-year plan. So, for example, World Tours and World Premieres are out. This budget will barely afford more than a local venue or two to showcase your product. The best way to tackle the Sales Projections and Budget is to create them in Excel, using formulas in Excel, and then copy and paste the spreadsheet into your Word document based on the sample provided. It should take you a few seconds to set up these spreadsheets and type in the column headings from the template. All of the line items are custom to your project and should be revised by you to fit your project. 10/19/18 3 Course Project – Outline Template (Be sure to start with Title Page to include Project Title, Your Name, Course Name, and Date in proper APA format) I. Executive Summary The Company: Establish in a sentence or two your experience and goals of the company. The Project: Explain your project through a premise statement (Artist’s Story or USP or Logline, depending on your media) along with ways to relate potential success to the investor through similar successful projects or its appeal to your Target Market. Sales Projections / Return on Investment: Summarize how their one-year investment of the agreed upon amount based on your Client Interview with them will see the project.

1. E B B 3 5 9 – E B B S P o r t f o l i o V
C o u r s e P r o j e c t T e m p l a t e - O n l i n e
2018
2
The Distribution & Marketing Plan Template
Using this Template (attached below), provide your ideas and
research for the distribution
strategies you will recommend for the logistical movement and
delivery of the product to
targeted users in a niche market. You should research similar
products to determine what
other self-distributors are doing to deliver their product to a
niche market.
The template is just a guide for organizing your paper with
headings and sub-
headings. Retype and duplicate the headings and sub-headings.
Everything else is your
original content.
Do not include any of the instructor’s comments in blue in the

2. Template when submitting
this assignment. Reproduction of anything other than the
headings and sub-headings
from the template will cause a deduction in points for your
assignment.
Use the Budget portion of the template to organize your
distribution and marketing
expenses. List each item you plan to spend money on, the
frequency with which you will
use it, and the cost for your company’s first year.
All of the tools and tactics found in the written section of the
plan must match the dollars
that are allocated to them in the Budget Worksheet.
Do not include any costs in the budget that are not directly
related to specific distributing
(selling) and marketing (building awareness) strategies
proposed for the product.
Costs should be realistic for what you are trying to accomplish.
Remember you are
working with a micro budget of $1500 for the entirety of the
one-year plan. So, for example,
World Tours and World Premieres are out. This budget will
barely afford more than a local
venue or two to showcase your product.
The best way to tackle the Sales Projections and Budget is to
create them in Excel, using
formulas in Excel, and then copy and paste the spreadsheet into
your Word document
based on the sample provided.
It should take you a few seconds to set up these spreadsheets

3. and type in the column
headings from the template. All of the line items are custom to
your project and should be
revised by you to fit your project.
10/19/18 3
Course Project – Outline Template
(Be sure to start with Title Page to include Project Title, Your
Name, Course Name, and Date
in proper APA format)
I. Executive Summary
The Company:
Establish in a sentence or two your experience and goals of the
company.
The Project:
Explain your project through a premise statement (Artist’s Story
or USP or Logline, depending
on your media) along with ways to relate potential success to
the investor through similar
successful projects or its appeal to your Target Market.

4. Sales Projections / Return on Investment:
Summarize how their one-year investment of the agreed upon
amount based on your Client
Interview with them will see the projected ROI based on
projected sales totals.
Target Market:
Describe the primary Target Market that the project section
above will go after in the first
year in a sentence or two..
Strategy:
In a few sentences, wrap up the page with highlights of how you
will distribute and market
the project.
4
II. Company Information
Your Company Name
In one of two sentences describe your company and tell us what
the name is.
Leadership Team
Describe yourself and your assets as producer(s). Initially, you

5. will not be able to present too
many credits but highlight whatever you have already done
and/or facets of your education
geared toward your career. This is where you hype you for
others to endear towards.
Company Ideals
Highlight your intent as a company. Where do you see this
company in 20 years? What
imprint has it made on society. Are you a documentary-focused
company hoping to expand
people’s minds to the world? Or do you see your company
helping people let loose with your
infectious beats? Or something else altogether. This is where
you speak about the heart of why
your company exists.
Projects
Normally this will be where you expand on the productions
you’ve been a part of. But in the
beginning, this will be about future plans based on the potential
success of this project.
10/19/18 5
III. Project Information
Briefly describe the product you produced, including the

6. following information:
Creators: Team name and/or team member(s) of potential client
product
Title: (Italicize titles; no quotation marks)
Media: (i.e., film, game, or app)
Length: Number of minutes (only for film)
Genre: (i.e., Comedy, Horror, Documentary, FPS, Productivity,
etc.)
List the following positioning statements that will be used to
sell this product.
Hooks
“Hooks” are the sexy slogans used on movie posters and
promotional materials. They usually
are the most concise as they need to grab your attention
immediately and thus are no more
than sentence fragments, generally. Examples:
Die Hard - “40 stories of sheer adventure!”
The Lost World: Jurassic Park – “They’re Walking Our
Streets”
Platoon – “The first casualty of war is innocence.”
Finding Nemo – There are 3.7 trillion fish in the ocean, they’re
looking for one.”

7. Fargo – “An ordinary place, an extraordinary thriller.”
Edward Scissorhands – “His story will touch you, even though
he can’t.”
Dude, Where’s My Car – “After a night they can’t remember,
comes a day they’ll never
forget.”
Dazed and Confused – “See It With A Bud”
Cool Runnings – “One Dream. Four Jamaicans. Twenty Below
Zero.”
Clerks – “Just because they serve you... Doesn’t mean they like
you.”
Chicken Run – “Escape or Die Frying.”
Catch Me If You Can – “The true story of a real fake.”
Jarhead – “Welcome To The Suck.”
I Am Legend – “Welcome to earth. Population 1.”
6
Logline
Used to excite someone’s interest in your script, movie, or TV

8. show. (What you might see in TV
Guide). Can also be used with a video game or app. Usually
stated in one or two, compact and
compelling sentences containing a glimpse of the hero (for an
app, the hero will be the reader
themselves), the story idea (including the goal and major
obstacle), and a sense of what the
genre is. As you write your logline, ask yourself: 1.Who is the
main character and what does
he/she want? 2.Who (villain) or what is standing in the way of
the main character? 3.What
makes this story unique? Use action words when writing your
logline. Add descriptive
words to create an image that will stay in the mind of your
reader, or audience. Example:
Die Hard - “A New York cop visiting L.A. is the only one who
can stop the terrorists who have
invaded a high-rise and taken the people inside hostage -
including the cop’s wife.” (Steele,
2006)
Premise
Used for movies, TV shows, and, sometimes, video
games. What is your project really about? A

9. premise statement is usually stated in a few sentences. It must
be “clear, compelling, and
intriguing.” It should be able to withstand the “whisper game” -
You pitch it to someone, who
tells someone else, who tells someone else - and the premise
does not change. Example:
Die Hard - “A New York cop visits L.A. for Christmas holiday
to patch things up with his
estranged wife. A party in the corporate tower where his wife
works is interrupted by high-
tech terrorists who take everyone hostage in a ruthless scheme
to crack the company’s vault.
The cop is the only one who has a shot at stopping them.”
(Steele, 2006)
10/19/18 7
IV. Distribution & Marketing Goals
What do you realistically hope to achieve with this plan? Don’t
stop at a return on investment
and building awareness. Convey aspirations that go beyond this
initial one-year investment.
Remember you are trying to build a long-standing relationship
with this potential client and
their project.

10. 8
V. Target Markets
For the Target Market section, make sure to define it well
enough to assist all actions taken
for Distribution and Marketing. This means breaking down a
primary and, for future
consideration, secondary target audience.
Primary Target Audience
List the set of buyers for this product who share common needs
or characteristics. This
description will help pinpoint the right tactics in marketing to
them. Segments you want to
address for your target audience include geographic (focused in
to a specific city), personal
demographics (Men or Women [expanding to the other gender
can occur with secondary
target markets], Reasonable age range [think life events for
focus such as high school, college,
early professional career, starting family, etc.], possible earning
levels, etc.), psychographics
(interests, beliefs, values, etc.), and behavioristic (where they
go and what they do or buy).
You have a very limited agreed upon budget to distribute and
market this product, you are
NOT trying to reach a mass market; you are trying to reach a

11. niche market. Identifying a
single city, single gender and narrow age range at the beginning
of the plan is
imperative. The more you narrow your Target Market, the better
your marketing and
distribution will afford to be. Describe them in detail!
Secondary Target Audience
After the one-year investment concludes, the hope is that
further investment could be justified
by profits earned. This is where a larger infusion of money can
help further spread the
audience for your project. The secondary is an expansion of the
primary. Segments you want
to address for your secondary target audience include
geographic (expanding beyond the city
or region), personal demographics (Can the other gender be
considered here? Expanding age
range and larger range of possible earning levels? etc.),
psychographics (interests, beliefs,
values, etc.), and behavioristic (Are their habits different from
primary?).
10/19/18 9
VI. Distribution
Map out how your company intends/intended to execute a Plan
A to first raise the project’s
awareness enough to get it considered by a major player in the
said media field of the project.

12. And then, if not successful in that direction, how the invested
funds will be utilized towards
Plan B where you will distribute and market the project
independently.
For the purposes of this plan, though Plan B is already assumed,
Plan A is proposed in a
theoretical fashion. It displays to the reader that you are aware
that entrusting a project to a
major player can raise the reach, awareness, and sales.
However, realistically, this is not likely
to occur as a first-time independent start-up. Therefore, Plan B
becomes the true plan.
Plan A: Finding a Large Distributor or Publisher
Plan A should exhibit, from your research, the best approach to
reach major distributors or
publishers in your project’s field.
First, include which companies would best work with your
project based on their body of
work. For example, if you’re a documentary, all of the major
studios will not be a smart target
where research will locate niche distributors seeking such a
genre of film.
Then, add how you will gain their awareness enough to earn an
opportunity to pitch.
If this is a short film, which festival may best showcase the
project for expanding to a feature
for potential studios? If this is a game, is a convention your best
route or a showcase or even a
viral stunt? It might even be a personal contact or one already

13. culled through your own
experiences with the industry so far.
Remember that once an artist does any sort of self-distribution
on their work in any
entertainment field, large distributors will be wary of
involvement if success has not been
proven. This first section is separate because once exclusivity is
removed from an offer to a
large distributor, they will be much more hesitant to consider
working with you on the
project. From a potential project team’s standpoint reading this,
they need to know you see
potential beyond independently distributing their work.
Otherwise, they will be hesitant to
invest in someone who does not show thoroughness with how
they utilize their fiscal support.
This is why it is called Plan A before you go the independent
self-distribution route.
Once you’ve proven success in the first year through Plan B of
independent distribution and
marketing, there may be potential to still take the project to a
large distributor in order to
widen the success of it. In games and apps, there is more
potential for such than a feature film
or documentary. But if you are working with a short film, large
distributors can see more
potential to build a feature around them based on the success
you garner from this one year
plan.
If you can’t land one of the “big boys/girls” to take over the
marketing and distribution of this
product, you must do it yourself (DIY) in order to recoup your
investment and continue

14. making money in the Long Tail. That is why the bulk of this
section (Plan B) is the self-
distribution plan.
10
Plan B: Self-Distribution Plan
Theatrical (for film only)
If your product is a film, what kind of theatrical release will
you plan for it in theaters? Which
theater(s)? Remember that chains such as AMC and Regal will
not deal with independents,
only large distributors. These should be focused on a local
independent theater that can best
showcase/exhibit your product.
Bricks and Mortar Outlets
What are the names of the retail outlets (bricks & mortar) where
you will attempt to place the
CD or DVD? Remember, the “big box” stores like Walmart will
not deal with independents,
only large distributors. These should be focused on researched
local businesses within your
target market city that can best showcase/sell your product.
Even if the project is only
planning for online, this must be researched as a possibility in
an innovative fashion.
Aggregator

15. Which aggregator will you use to get your product online?
(This should be the same
aggregator you selected in your Research an Online Aggregator
assignment.) Make sure to
budget for this and include possible revenues in Sales
Projections. If a pc game, describe your
process working with Steam. Also, if a pc game, did you find
alternative distributors that may
serve you better than Steam?
Project Website
What is the available domain name for the product? Describe
the website in detail. What does
the main page look like? What pages can you link to? What will
each of those pages look
like/do? Also, if you plan to collect payment, will it be via a
merchant account or third party
payment processor? Which one?
Customer Relationship Management Systems
You’ve introduced the project website above. Now flex its
muscles. But make sure the site is
not the only tool you use. It can be a thoroughfare but make
sure it connects within the social
media spectrum. Make sure to answer the following questions in
this section:
How will you collect your customer’s data so that you can
communicate with them and form a
relationship?
What will you do to form a relationship?
How will you use the website to do this?
How will you handle customer complaints and suggestions?

16. The above four questions should not simply be answered as the
reader will be at a loss to
understand the context of what was simply answered. Produce
an original section explaining
your CRMS with the above questions as your guide.
10/19/18 11
VII. Sales Projections
Using an excel spreadsheet, break down your sales projections
in two sections, Retail sales and
Wholesale sales. Under each section, make sure to include any
forms of possible sales along
with a price, projection of units sold and projected net revenue.
Remember that under retail,
this should be 100% profit since you are selling direct to the
consumer. But under Wholesale,
make sure to reflect a price to the amount received after your
split with retailers. Since each
could vary, note the percentage split projected from each item.
Price and Sales Projections (based on $1500 budget)
Choose a price for every version of your product. Will you be
selling physical units, DLCs,
downloads, VOD, single songs, deluxe versions, T-shirts, live
show tickets, etc.?
Using the below template (revised for your product), calculate
how many units you must sell
to recoup your agreed upon investment amount:

17. • Calculate how many units you will attempt to sell at the retail
price
• Calculate how many units you will attempt to sell at the
wholesale price
Prepare sales projections for your product in a template similar
to the one below and insert
the table into your paper. The template below is only an
example and should not be
replicated except for the format and layout. Everything written
should be from your own plan
and model. Remember, “A picture is worth a thousand words.”
Price
Projected
Units
Projected Net
Revenue
Retail (Selling directly to consumer)
DVD (film’s website; after screenings) 14.99 50 750
VOD (film’s website) 3.99 3,00 1,197
Download (film’s website) 9.99 50 500
Wholesale/Dealer Price** (Selling to a retailer)

18. Theatrical/Semi-theatrical (Enzian)* 6.00 60 360
DVD (Gas n Go, Smith’s Groceries) 8.99 100 899
VOD (iTunes, Amazon, etc.) 2.39 500 1,195
Download (iTunes, Amazon, etc.) 5.99 150 899
Projected Total Net Sales Revenue $5,800
* Assumes 50/50 split with exhibitor
** Assumes 60% of retail price
Return on Investment (ROI)
In a few sentences, give a bottom line to the above projections
with your ROI. State the
projected ROI first based on what is listed out above. In this
example, it would be an ROI of
287% based on profit of $4,300 by the close of the investment
year. Also, project a low end
12
estimate as well as a high end estimate. For this example, the
proposed low and high end
marks may be a low end ROI of 248% based on profit of $3,720
and a high end ROI of 325%
based on profit of $4,880. Also include how you came to these
ranges based on your
consideration of factors within your target market contributing

19. to the plus/minus ratio you
propose. This exampled was factored with a plus/minus of 10%.
10/19/18 13
VIII. Marketing
Here’s where you will break down all of the elements your
company will utilize in order to
gain the attention and interest of your potential consumers.
Marketing Tools
Provide at least five marketing tools you’ll utilize to promote
your project (i.e., designs for ads,
signs, or flyers, trailers, websites, etc.). Make sure to account
for the cost of producing these
items in the budget.
Promotion
This should be extensive and detailed as it is the core of how
you plan to enact your marketing
plan. Put the pre-release, release, and post release tactics into a
timeline that covers one year.
The parenthesis beside each phase title should include all
months included in that phase
starting with the beginning of the month following the current
month.

20. Pre-Release (i.e., January through April)
Strategy
What is the pre-release strategy for the launch of this product?
Tactics
List the date(s) (up to a week) each tactic occurs on followed
by tactic details.
List at least five tactics you will implement to work the pre-
release strategy.
Here is an example of a single tactic line:
May 27th-May 30th - Poster placement and flyer distribution
over Memorial
Day Weekend at Enzian Theater.
Release (i.e., May)
Strategy
What is the release strategy for selling this product the day it is
available?
Tactics
List the date(s) (up to a week) each tactic occurs on followed
by tactic details.
List at least five tactics you will implement to work the release
strategy.
Here is an example of a single tactic line:
May 27th-May 30th - Poster placement and flyer distribution
over Memorial
Day Weekend at Enzian Theater.

21. Post Release (i.e., June through December)
Strategy
What is the post release strategy for selling this product?
Tactics
14
List the date(s) (up to a week) each tactic occurs on followed
by tactic details.
List at least five tactics you will implement to work the post
release strategy.
Here is an example of a single tactic line:
May 27th-May 30th - Poster placement and flyer distribution
over Memorial
Day Weekend at Enzian Theater.
10/19/18 15
IX. Budget
Use this budget template to draft your budget. The template is
only an example and should
not be replicated except for the format and layout. Everything

22. tactic written must be from
your own plan. This form should not be creating new expenses
but rather organizing all
expenses researched and accrued from your researched work
prior to this week.
Remember, “A picture is worth a thousand words.”
Tactic Specifics Frequency (e.g.
daily, monthly,
quarterly)
Annual
Cost
Professional Assistance
Public Relations
Ad Agencies
Direct Mail Agency
Graphic/Web Design Example: Design fees for
company website.
One time cost $5,000
Aggregator Fees
Brochures/Flyers
Signs/Billboards
Merchandising
POP Displays
Manufacturing
Packaging 2,500 units/$3.50 As required $8,750
Duplication
UPC Code
Gifts/Prizes/ Ad Specialties
Media Advertising

23. Print
TV and Radio
Online
Other (Billboards, etc.)
Direct Mail
Website
Development/Programming
Maintenance/Hosting Example: GoDaddy website
hosting. $20/month
Monthly $240
Trade Shows/Festivals
Fees and Setup
Travel/Shipping
Exhibits/Signs
Press Kits
T-shirt printing
Product Placement Fees
TOTAL Should fall within a +/- of 2%
of the $1500 budget
Note: Use Excel to recreate this template. Revise line items
according to your plan.
16
X. Appendices
This final section will include all of the references accumulated

24. from this month’s project.
No new references should be created for this but rather
organizing all researched and
accrued references from your work prior to this week. Be sure
to use proper APA format.