A business plan for Fluence New Marketing that was developed for Shanduka Black Umbrellas

2. 1997
1998 2001

3. Optimise the Internet
BECOME AND STAY THE DIGITAL MARKETING AGENCY OF CHOICE FOR SMALL AND
MEDIUM ENTERPRISES IN THE CITY OF DURBAN AND SURROUNDS

6. 24 CLIENTS
13% TAKEOVER
BUSINESS
HOSTING - 15 CLIENTS
- R1800 PM
DMSP - 7 CLIENTS
- R5200 PM
SMM - 2 CLIENTS
- R4100 PM
OO - 1 CLIENT
- R5000 PM
ADS - 1 PORTAL
- R650 PM

7. MANAGEABLE PAYMENTS
CUSTOMER EDUCATION
INCUBATOR SELECTION
DURBAN-BRED FORMAL
BUSINESSES
BRANDED SMME NETWORKS
AGENCY INVASION
FULL INCUBATION
STRENGTH
WEAKNESS
OPPORTUNITY
THREAT
CAPACITY TO HANDLE VOLUME OF
WORK WE CAN GET
MANAGEABLE PAYMENT PLANS
CUSTOMER EDUCATION
INTERN PROGRAMME
OUTSOURCE NON-CORE WORK
SEMINARS/TALKS
INFORMAL NETWORKING EVENTS
STRATEGIC PARTNERSHIPS
PROVE BUSINESS

8. MARKET STRUCTURE
NITSAK
FLUENCE NEW
MARKETING
NETREPCYBERTEK
DIGITLAB
TRUDON CARVER MEDIA
BRABYS
WEB WEBBELLBOY
WEB WEBWEB
WEB WEBWEB
IMMEDIA
WEBSITES
SOCIAL MEDIA
CONTENT
SEARCH
HOSTING
WEB PR
APPS
AD SALES
BLOGGING
COPY
DESIGN DEV

9. DISTRIBUTION CHANNELS
INBOUND MARKETING – GETTING FOUND
LEAD GENERATION

10. DIRECT EMAIL
WORD OF MOUTH
OFFLINE NETWORKING
LINKEDIN
ONGOING EMAIL CORRESPONDENCE ABOUT
ADVANTAGES OF SOCIAL MEDIA MARKETING
OWNER READ MY PROFILE AFTER I INITIATED
CONNECTION REQUEST
THE OWNER WAS REFERRED TO US
BY THE DURBAN CHAMBER
MET OWNER AT NETWORKING EVENT AND
KEPT IN CONTACT
CUSTOMER ACQUISITION
SOMEONE I INTERACT WITH ONLINE EATS
THERE AND TOLD THE OWNER
DIRECT REFERRAL
SOCIAL NETWORKS
OWNER LEARNT WHAT WE DO VIA
FACEBOOK
AND REQUESTED E-MEETING
DISTRIBUTION CHANNELS

11. BUSINESS MODEL
FLUENCE
NEW
MARKETING
MICRO
ENTERPRISE
CREATE
CONTENT
SEARCH ENGINES
START-UP
BRAND
STRATEGY
SOCIAL
NETWORKS
WEBSITE
CLIENT
BRAND EQUITY
SALES
THOUGHTLEADERSHIP
FINDABILITY
RESEARCH

12. COMPETITION
NITSAK
FLUENCE NEW
MARKETING
NETREPCYBERTEK
DIGITLAB
TRUDON LACONIC
BRABYS
CARVER WEBBELLBOY
WEB WEBWEB
WEB WEBWEB
IMMEDIA
WEBSITES
SOCIAL MEDIA
CONTENT
SEARCH

13. COST STRUCTURE
COSTS
OUTSOURCED
SERVICES
COMPUTER
EQUIPMENT
CONNECTIVITY
RENT
TRAVEL
BANK CHARGES
DEBIT ORDERS, PROGRAMMING, COPYWRITING
SALARIES
PURCHASES, MAINTENANCE, SUPPORT
EDUCATION/IP

14. COMPANY STRUCTURE 2012
ARTHUR C. VAN WYK
RAFIEK WILKINSON
COMMUNITY
MANAGEMENT
LYNN DARIES
CONTENT
SPECIALIST
COMPANY STRUCTURE 2015
ARTHUR C. VAN WYK
HEAD:
COMMUNITY
MANAGEMENT
HEAD: CONTENT
HEAD:
DEVELOPMENT
HEAD: BUSINESS
DEVELOPMENT
10 X COMMUNITY
MANAGERS
3 X CONTENT
SPECIALISTS
3 PROGRAMMERS
2 ROAD-BOUND
SALES EXECS
2 INBOUND
MARKETING
SPECIALISTS
KHULUMELA
BLACK TIE
EBONY & IVORY
MG PRINT
SERVICES
IMMEDIA

15. GOALS AND OBJECTIVES
• LAUNCHED IN MARCH 2011 WITH 1 CLIENT. STARTED
GENERATING CLIENTS IN JULY 2011. DEVELOPED PACKAGED
OFFERING IN SEPTEMBER 2011. GROWING 5 CLIENTS A
MONTH SINCE APRIL 2012.
• 5-YEAR GOAL – R1M TURNOVER PER MONTH
• NATIONAL FOOTPRINT
• GROWTH RATE OF 20 CLIENTS PER MONTH
• CAPTURE 50% OF DIGITAL BUSINESS IN DURBAN AND 10
NATIONALLY.
JULY 2011
R3528
DECEMBER 2011
R6729
JUNE 2011
R12200