This document provides a business plan for GauchoBack, a proposed mobile application that would consolidate many UC Santa Barbara services into one platform. It outlines the mission to improve the mobile experience for students, faculty, and visitors. Key features would include access to Gauchospace, email, maps, library resources, dining, events, and more. The plan describes the target market of students and the university, competition, and marketing strategy involving social media and on-campus promotion. Financial projections include start-up costs and revenue expectations. The goal is to simplify campus life and increase involvement through an easy-to-use consolidated mobile app.

1. GauchoBack
Business Plan
03.11.2016
Ladan Herovi, Alexandra Haddad, Betsy Wang, Jasmine Hsu, Athena Wan
University of California, Santa Barbara
Prepared for WRIT 107B: Business and Administrative Writing
Winter 2016

2. 1
Table of Contents
EXECUTIVE SUMMARY ………………………………………………………………………………………..…..3
BUSINESS DESCRIPTION ……………………………………..………………..………………………....…….4
1.1 Introduction .……………………………………………………………………………………….……..…4
1.2 Mission
..……………….…………………………………………………………………………………..…..4
1.3 Vision
..…………………………………………………………………………………………………...……..4
1.4 Selling Features ..………………………………...……………………………………………………..…5
1.5 Application Interface ..………………………………..………………………………………………...7
1.6 Application Capabilities ..………………….…………………………………………………………..7
MARKET ANALYSIS
………………………………..……………………………………………...……….…..…...9
2.1 Location ………………………………………………………………………………..………………………9
2.2 Primary Market ……………………………………………….…………………………..……………..10
2.3 Competition Analysis ………………………………………………………..………………………..12
2.4 Marketing Strategy ...…………………………………………………………………………………..12
OPERATIONAL PLAN………………………………………………………………….…………………………..14
3.1 Organization Chart ……………………………………………………………………...……………..14
3.2 Management Team …………………………………………………………..……………………..…14
3.3 Hiring Process ……………………………………………………………………..……...……………..16

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3.4 Job Description ……………………………………………………………………..………………..…..16
3.5 Job Training
………………………………………………………………………………………………....19
FINANCIAL
ANALYSIS………………………………………………………………………………………...…...20
4.1 Start-up Cost ………………..…………………………………………………………..……………...…20
4.2 Costs
……………………...………………………………………………………………………………..…..21
4.3 Revenue
………………..…………………………………………………………………………..……..….23
4.4 Break-Even Analysis
……………………………………………………………………………….…...24
4.5 Net Income
…………………………………………………………………………………….………..…..25
BIBLIOGRAPHY
…………………………………………………………………………………………...….……….26

4. 3
Executive Summary
Universities offer multitudes of services and tools to improve the lives of their
students. From dining services to academic tools, there are many websites and
mobile applications that create easy access to university-related services. However,
there is an overwhelming amount of individual websites and university-related
apps. GauchoBack is a platform that organizes existing university applications into
an all-inclusive application. Streamlining many university services, GauchoBack
makes a student’s day-to-day life more convenient than ever.
Our application is geared towards busy college students who need a simple and
convenient way to complete their daily tasks. For our platform to run smoothly,
GauchoBack will constantly be updated with feedback from the students
themselves, which is why our company is located in Santa Barbara so our
technicians can respond quickly.
We devised a marketing plan that will:
● Define our target market based on market research
● Provide key benefits for each of our target audiences
● Analyze how we will use social media to promote our product
● Discuss our on campus activities

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Our application’s main focus is to produce a reliable platform that is organized and
is able to run multiple applications through one portal. The developer at
GauchoBack are highly valued along with other staffs. We at GauchoBack are a
small group of motivated individuals who strive for innovation and to help students
make their busy lives ​—​less hectic.
1.1 Introduction
Our team wanted to discover a solution that would simplify the lives of college
students by creating a platform they can use for any and all campus relations.
Enter,​​GauchoBack: the new one-stop shop for all things UC Santa Barbara.
GauchoBack provides centralized access to campus programs and resources.
We will create a mobile and tablet-friendly application that encompasses
GauchoSpace, GOLD, Library, Google Maps, Housing, and Gaucholink for UCSB
students. This application would also include a comprehensive calendar of
campus-wide and campus-sponsored events, an interactive campus map, and
updated dining hall menus. Anything that UCSB students use to ensure their
academic success will be found on GauchoBack.
1.2 Mission
GauchoBack exists to improve the mobile experience of students, faculty, and
visitors who interact with UCSB’s campus and community. This application is
designed to create ease for students with the following in mind:
● Academic resources
● Communication
● Personal safety and care

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● Mental and physical wellness
● Campus accessibility and involvement
1.3 Vision
GauchoBack’s easy-to-use and simple interface will become the standard for UCSB
over the course of a 4-year period. Within the first year, our team anticipates at
least 5,000 active users, which is the approximate size of an average incoming class
each year, will be active on the application.
1.4 Selling Features
1.4.1 Convenience
GauchoBack’s all-in-one application will be simple and easy-to-use which will bring
another element of convenience to its users. It will be smartphone and tablet
compatible with software that functions on both iPhone and Android. GauchoBack
will be available for download on the Apple and Google app stores, which would
make the adoption of this app even easier.
In order to access their account, students simply register with their PERM numbers
and create log-in credentials. Long gone are the days of entering multiple
usernames and passwords and venturing to countless websites. Upon logging in,
users will see icons that will allow them to perform most campus-related functions
such as accessing work on Gauchospace or booking a room in the library.
An added convenience comes to those utilizing campus housing and dining. Instead
of having to keep track of an access card, students will be able to use their
GauchoBack accounts as virtual access cards. The virtual access cards will allow
students to swipe in and out of the dining commons, gain entry into their residence

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halls, use for entry into campus events, and so much more. Student will no longer
need to carry around their cards or worry about misplacing them- instead the cards
would be just a tap away. This would also eliminate the $25 access card
replacement fee that students incur when they are lost.
1.4.2 Security
GauchoBack is a personalized application which means there will be a great deal of
personal information linked to each user’s account. Today, more than ever, online
security is crucial and something that we take very seriously. Our application will
have enlist several methods to ensure the utmost security of personal information.
First, users will be required to enter log-in credentials in order to access their
accounts. Our application will also incorporate fingerprint technology for users with
mobile devices fingerprint identification capabilities. Users can scan their
fingerprint and sync it with their accounts for added security. GauchoBack will also
use the most recent means of online protection and data encryption in order to
prevent system breaches.
1.4.3 Increased Campus Involvement
Many students say that the greatest reason they do not attend campus events is
simply because they are unaware that they are happening. GauchoBack would
work to eliminate that problem and enhance campus involvement by including a
calendar of campus events that is regularly updated. By having this calendar
readily accessible on the application, student will become more aware of the events
that your campus is funding and increase the likelihood of attendance. Your
campus is already investing money in these organizations, so it only works to your

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benefit to increase their visibility in order to help them gain more traction and
maximize utility to students.. These events could be athletic games, guest lectures,
or open club meetings.
This increased visibility has the potential to encourage greater campus involvement
for students. There may be clubs on campus that pertain to their interests that they
may not have known existed until seeing it publicized on GauchoBack.
1.5 Application Interface
Source: Wang, Betsy “GauchoBack Login Page, GauchoBack Home Page.” Image Mockup.​ ​Balsamiq​, Web. March,
2016 <​http://balsamiq.com​>
1.6 Application Capabilities

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Application Capabilities
Gauchospace
(GSpace)
● Access course materials and information
● Submit coursework
UMail ● Send and receive emails through campus
account
Interactive Campus Map
(Map)
● Locate buildings and classrooms on campus
● Self­guided tours
Library ● View library database
● Obtain VIN # for checking out books
● Reserve library study rooms
Campus Dining
● Weekly dining hall menus
● Swipe into dining halls
Campus Events
(Events)
● Updated calendar of campus events
● Purchase tickets for on­campus events
● ID Scanning to enter campus events
Recreation Center
(RecCen)
● View hours of operation
● View schedule of weekly fitness classes
● Enroll in Leisure Review courses
Health Center
(SHB)
● Make and manage appointments
● Refill prescriptions
BARC & Financial Aid
(BARC)
● View financial aid information
● Pay BARC balance
GOLD ● Manage classes
● View final grades
● Access transcripts and progress reports
Transportation &
Parking Services
(TPS)
● Purchase parking passes
● Pay for parking tickets
Bus Schedules
(Tracker)
● Updated daily bus schedules for Santa Barbara
MDT buses
Contacts ● Important Campus Contacts
○ Office of the Registrar

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○ Financial Aid
○ C.S.O.
○ C.A.P.S.
2.0 Market Analysis
GauchoBack aims to act as an all-inclusive application to help students and
professors access GauchoSpace, GOLD, Library, Google Maps, Housing, and
Gaucholink in one place. This section focuses on the marketing tactics we will use to
successfully reach our target audience. Information from this section explains how
we differ and excel compared to other school applications and why GauchoBack
has the opportunity to grow throughout the UC system.
2.1 Location
GauchoBack will first be introduced to the University of California, Santa Barbara.
We chose this location because Santa Barbara is where the application idea was
founded and where the developers are located. In this sense, developers will be
able to quickly and effectively fix any issues with programming or troubleshooting
on the spot.
Santa Barbara is also known for its start-up culture and companies. Programs such
as SB Startup Weekend and Technology Management Program’s New Venture

11. 10
Competition attract many people from the tech industry that can invest in our
application or join our team.
Also, Santa Barbara’s central location is ideal for later expansion of GauchoBack.
We hope to implement our application south in UC Irvine, Los Angeles, Riverside,
San Diego, and north in UC Davis, Berkeley, Merced, and Santa Cruz. Being in a
central location will make communication easier within the UC system as we put
our marketing campaigns into effect.
2.2 Primary Market
GauchoBack’s primary market is composed of two sections: the university and the
students. Because we are a private business, our first priority is to implement
GauchoBack into the university system. After receiving their approval from the

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university our market will shift to the students. GauchoBack appeals to students
because it acts as an easy and convenient way to access all university portals
through one simple application.
2.2.1 The University
There are three main goals that American universities constantly strive towards.
First, they are constantly looking for ways to increase profits. Second, they want to
improve the quality of a college student’s experience and day-to-day life. Lastly,
they want to be environmentally conscious and leaders in technology. GauchoBack
will focus on these needs and market our application so that we fulfill each of these
categories.
GauchoBack increases revenue​- the Associated Students body at UCSB is
given a yearly budget of 9 million dollars for student resources. From this
amount, $350,000 is allocated to new projects. Thus, the university will not
have more costs than expected. The university can earn $2 from each user,
which will help it raise revenue.
GauchoBack is convenient​- our application will help make students’ and
professors’ lives easier by linking everything they need in one place. UCSB
will not need to take extra steps to incorporate it into their system as our
programmers will do this themselves.
GauchoBack is environmentaly friendly​- UCSB is a campus that prides
itself on sustainability. The university was aknowledged in 2014 on the
“Green Rating Honor Roll” and scored extremely high (99) in Princeton
Review’s Green Rating. This mobile application can replace the need for
access cards and gives the opportunity to eliminate plastic waste.

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2.2.2 The Students
GauchoBack’s target student body at UCSB is approximately 22,000 students. A
study from UC Davis reports that 89.3% of students in the UC system own
smartphones. Thus, GauchoBack can be used by a large amount of students and
we expect this percentage to only continue growing as more students are being
accepted into the UC system.
GauchoBack helps students by putting everything UCSB related into one simple
application. Students are busy focusing on academics, extracurricular activities, and
making time for school events. Our application helps them access everything in one
place and keep them on track. GauchoBack is also appealing to students because it
will help them save money. Our marketing team will emphasize the following selling
points to attract students at UCSB.
GauchoBack is affordable​- A $2 fee per quarter is affordable for students
on a budget. It also eliminates the chance of losing an access card because all
information is stored to our application, which means students will not have
to pay the $25 standard fee for losing an access card.
GauchoBack is convenient​- Everything a student needs is on this
application. They will not have to worry about bringing multiple cards around
or checking different websites to stay updated with events. The application is
easily accessible and always available on their personal hand held devices.
2.3 Competition Analysis
Our application helps the university and its students better than other apps on the
market. Our competition is:
UCSB Virtual Tour​- a virtual map of campus
GoldDigger​​- access UCSB Gold

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UCSB Gauchos Reward​- informs you about UCSB athletics events
GauchoLife​​- interactive map of campus and dining common menus
All of our competition only focuses on one feature of life at UCSB. Our goal is to
make students’ lives easier, and GauchoBack does that by putting everything a
student needs in one place. Our application differs from these applications because
it encompasses ​all​aspects of college life into one easy and convenient application.
2.4 Marketing Strategy
GauchoBack aims to integrate seamlessly into university students’ lives. To do this,
we will hire two students as campus ambassadors that can market the application
through social media and word of mouth.
2.4.1 Social Media
Our team will hire two UCSB students who are familiar with Facebook, Instagram,
and Twitter. Campus ambassadors will post on these social media platforms and
explain what GauchoBack does and why it is an essential part of students’ lives. This
strategy will bring more awareness to our application and help students
understand exactly what GauchoBack does.
Ambassadors will join UCSB specific Facebook groups and make ten posts each
week explaining the different benefits of GauchoBack. They will also be available to
answer questions students ask through these social media platforms. Ambassadors
will also be responsible for running the GauchoBack Twitter page, which will
constantly post about upcoming events and updates regarding the application.
2.4.2 On Campus Activities
Our campus ambassadors must spend five hours each week tabling on campus.
This can be at freshmen dorms, university events, or hot spots on campus that
attract foot traffic. They will be given SWAG such as pens, shirts, water bottles, and

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keychains as a way to attract students to their booth and then converse with them
about GauchoBack.
Our team especially wants to focus on integrating the freshmen classes. To do this,
we will have our campus ambassadors speak at orientation. They can help students
download GauchoBack, link their personal accounts to it, and get them set up
before school even begins. Our goal is to reach 5000 students in the first year,
which is the general amount of freshmen that attend orientation.
3.0 Operational Plan
The GauchoBack Team recognizes the importance of a strong and efficient
management so that we are able to provide the best experience for our users.
GauchoBack values a diverse team and highly communicative and collaborative
work ethic where each employee is an important asset to the final product. This
section discusses our business’ management plan and position necessary to
operate our business.
3.1 Organization Chart

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3.2 Management Team
GauchoBack desires motivated, skilled, and adaptable employees to satisfy our
company’s customers. We are a young company with most of our workers who are
passionate about the software industry. We plan on starting our company by selling
to UC Santa Barbara, where we see a need for an all-in-one university mobile
application. After fully developing the application and expanding our product to the
entire UC Santa Barbara population, we will continue to expand to other UC
campuses because we see that there is a need for our application and a gap within
the mobile application industry. Our management team will interview qualified
applicants who are skilled and knowledgeable to add to our overall team. We want
employees who are familiar with the industry; however, we will train them so that
they can add to the success of our business. Our employees are a necessary and
crucial part to the progress of our business.
The management consist of five qualified people and the original founders of
GauchoBack. The Chief Marketing Officer, Chief Technical Officer, Chief Sales
Officer, and Chief Financial Officer all report to the Chief Executive Officer.

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3.2.1 Management Team Job Description
Chief Executive Officer: Ladan Herovi
The Chief Executive Officer’s job duties are to cast vision for the company, partake
in everyday management decisions, lead the senior executive team, implement
company’s strategy and direction, and assisting department manager in hiring
additional employees.
Chief Marketing Officer: Allie Haddad
The Chief Marketing Officer’s job duties include overseeing all marketing activities
in the organization. She is responsible for planning, developing, and executing web,
email, and on-site marketing campaigns for the company and product.
Chief Technology Officer: Betsy Wang
The Chief Technology Officer’s job duties are to select platform and technical
design, manage technical team, and have skilled knowledge of the product’s
architecture and features. She oversees all product development and ensures that
there will be a seamless user experience for GauchoBack’s customers.
Chief Sales Officer: Athena Wan
The Chief Sales Officer’s job duties include hiring and managing sales and account
executive. She implements strategy and direction to the sales team and has
thorough knowledge about the target audience and product.
Chief Financial Officer: Jasmine Hsu
The Chief Financial Officer’s job duties include managing all financial data and
transaction for the company as well as hiring additional staff to assist with
bookkeeping and payroll.

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3.3 Hiring Process
The GauchoBack management team is looking to hire a small team of skilled
employees. Each manager will look at their specific division’s applicants and
evaluate potential candidates. Hiring decisions are based on candidate’s job-related
experience and skills. There will be two interviews. The first interview is with the
candidate’s direct manager and second interview will be with another senior
manager. New hires will perform a thorough background check, complete
paperwork, and go through a one-week training to understand the company and its
operation. Each supervisor is responsible of training and guiding the new hires.
3.4 Job Description
The following descriptions are for non-management positions that are an
important asset to GauchoBack’s daily business operation. More position will be
created when needed and when fundings are available.
Marketing Community Coordinator: ​Coordinators are responsible for assisting
with marketing projects and activities. They are responsible for designing and
writing the content for collaterals, such as flyers and brochures, and emails. They
manage all social media accounts and campus representatives. They are
responsible for creating and managing all leads in CRM systems.
Campus Representative: ​Campus Representatives are students who go to the
university. They intern part-time and is responsible for connecting other students
to GauchoBack. Representative's responsibilities include giving presentations,
tabling, and flyering. They must have great communication skills and have
high-energy.
Product Marketing Manager: ​Manager will research and create product-specific
advertising campaigns for GauchoBack. This position requires prior experience in

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Marketing or similar degree. Strong analytical, technical, attention to details, and
computer skills are highly recommended.
Front End Developer: ​Developers are involved in initial application development.
They are responsible for developing an appealing and functional interface,
maintaining and enhancing the website, creating prototypes, and maintaining
branding throughout the product. They must have a strong knowledge in creating
cascading style sheets and web pages. Front End Developers coordinates with
UI/UX Designer.
Back End Developer: ​Developers create component and features that are
indirectly access by user, maintain core application logic and database. Must have
expert programming skills in programming language, Ruby on Rails and C++.
Recommended knowledge in using Jira debugging software. Back End Developers
coordinates heavily with software test engineer.
Software Test Engineer: ​Engineer works with back end developer. Main duties
include testing and debugging software. Must have knowledge in programming
language, Ruby on Rails and C++. Recommended knowledge in using Jira debugging
software.
UI/UX Designer: ​Designers are responsible for the interface for websites and
applications. They develop wireframes of screen, storyboards, and sitemap to
maintain a consistent design language across products. Must have knowledge in
Adobe Creative Suite, Sketch, and Invision.
Regional Sales Manager: ​Sales managers are responsible for increasing product
sales in specific areas and delegating task to the rest of the sales team. After we
have a successful year at UC Santa Barbara, we will look to expand at other
University of California’s campus. The regional sales manager will be responsible in

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contacting university administrators across California. They will be taking phone
and online orders as well as contacting potential clients through mailing and direct
calls. This position requires strong communication skills, working knowledge of
Microsoft Office suite, and is a self-starter.
Account Executive: ​Account Executives are the support of the business. They are
responsible for connecting and nurturing current customers through email,
phone-calls, and webinars. This position requires strong communication skills,
working knowledge of Microsoft Office suite, and is a self-starter.
Customer Success Manager: ​Customer Success Manager are responsible for the
help and support of current and potential customers. They will work on ensuring
customer satisfaction during working hours, which will give GauchoBack’s customer
the comfort of reliability and dependability.
Accountant:​Accountants will perform additional duties relating to payroll,
accounts payable and receivable. They will prepare all documents for tax and
accounting purposes. This position requires prior experience in accounting or
finance. A CPA and/or CFA license is recommended.
3.5 Job Training
Each new hire will complete a week-long paid training program geared toward their
position. The employee’s supervisor and senior manager will explain their job
duties in specific details and gather all necessary paperwork. Each employee will be
given a brief history about the company and its mission and vision as well as a tour
of the office. Each member of the specific team will take turns to explain his/her
role in the company and how their job contributes to the team. Each team member
is responsible for teaching and mentoring new hires about their position.

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Employees are encouraged to bond with other employees in all divisions during
lunch and activities outside of work. Every 2 months, GauchoBack will host an
employee-meetup to foster business relationships between individuals, team, and
the company.
4.0 Financials
In order to maintain and improve GauchoBack application services, we need to be
able to set and reach our financial goals. With our budget list, we will spend
according to our priorities. The financial department has calculated the costs,
revenues, and net profit of the company during the first year.
4.1 Start-up Cost

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The start up cost that we aim to obtain would be $16,900 , which should be
sufficient to cover the wages for our programmers during application development
with enough left over in case of any other potential fees we might encounter in the
creation and implementation of our business. In order to gain this initial capital, we
would get money from two sources.
Our sources of money are from UCSB and investors.
Cost (USD)
Fixed costs
Rent $8,400
Business license $100
Business certification $100
Insurance $600
Variable costs
Phone application creation $7,200
Marketing and Social Media expense $500
Total Expenses $16,900
4.2 Costs
Our costs for the first year would be broken down as follows.
First of all, GauchoBack would need to hire application developers to create the
application for both the Google and Apple application markets. To achieve this, we
would need to start development one month before we implement the app at the
university. We would pay the developer $30 per hour for ten hours of work per

23. 22
week. This would come out to $7,200 for the first month. After that, we would keep
our engineers around for application upkeep. We would still pay them $30 per
hour, but with cutting down their workweek to five hours per week. This would
come out to $50,400 per year.
Our other employment expense would be from hiring an market community
coordinator, product marketing manager from the Marketing department. They will
be hired after the first month, working 5 hours a week. The salaries for the
marketing department would be $8,880 per year.
From the Sales department, we will be hiring one regional sales manager, account
executive, and one customer success manager. The regional sales manager and
account executive will be hired after the first month, working 5 hours a week. The
customer success manager will work full time, (35 hours/ per week) paid at $30,240
per year. The total salary for the Sales department would come out to $37,200 per
year.
From the Financial department, we will be hiring an accountant after the first
month, working 5 hours a week. The salary for the accountant would be $3,840 per
year.
All these costs come out to a total of $100,320 for our first year.
Employee Costs:
Technology Department:
Initial Development: $7,200
Upkeep: $43,200
Financial Department: $3,840
Sales Department: $37,200
Marketing Department: $8,880
Total: $100,320

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Position Hourly wage (USD)
Front End Developer (2) $30
Back End Developer (2) $30
Software Test Engineer $30
UI/UX Designer $30
Marketing Community Coordinator $15
Campus Representative (2) $9
Product Marketing Manager $22
Regional Sales Manager $16
Account Executive $13
Customer Success Manager $18
Accountant $16
4.3 Revenue
Our revenue would come from two sources, a contract with the university and ad
revenue.

25. 24
The first one being a contract with the university in which they add $2.00 to the
tuition fees per student per quarter. We expect revenue of $120,000 considering
approximately 20,000 registered students per year.
The second source would be from ad revenue. Our ad revenue is calculated as
follows. We would get $10 for every 1,000 impressions (impressions are generated
every time the app is open). The expected value for views is about 18,000 per day,
which should be reasonable given the number of 20,000 registered students. This
leads to getting $180 per day. Now, the usual school year consists of 210 days. This
brings us expected ad revenue of $37,800 per year.
In addition to the regular school year, we would also be getting revenue from the
summer session. We would continue using the same pricing as in the regular year.
Since there are about 7,500 registered students during the summer session with $2
per student, we would get revenue of $15,000 for the summer.
As for ad revenue, we base it off our ad revenue for the regular year. We will still
use the $10 for every 1,000 impressions. The expected value for views would be
about 7,200 per day, which is reasonable for the number of students. This comes
out to $72 per day. The summer sessions consist of about 12 weeks, or 84 days.
Multiplying this number by the $72 per day leads to a total of $6,048 in ad revenue
for the summer session.
In total, our expected revenue for both the regular school year and the summer
session for this year would come out to $178,848.
Regular School Year:
Charge on BARC: $120,000
Ad Revenue: $37,800
Total: $157,800
Summer Sessions:

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Charge on BARC: $15,000
Ad Revenue: $6,048
Total: $21,048
Grand Total: $178,848
4.4 Break-Even Analysis
Costs for Year 1 Cost (USD)
Fixed costs
Rent $8,400
Business license $100
Business certification $100
Insurance $600
Variable costs
Salaries $100,320
Marketing and Social Media expense $500
Total Expenses $110,020
By breaking down our costs into a per-month basis, we will break-even in October
during our first year.

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4.5 Net Income
In the first year, GauchoBack’s total revenue exceeds the total expenditure.
Therefore, we would be making profit in the first year.
Total Expenditure: $110,020
Total Revenue: $178,848
Net Income: $68,828
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28. 27
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