House Gigs Business Plan

House Gigs
Business Plan
Copy A.1
September2021
Tara Souders
Phone: (717) 645-8184
Email: tarsouders@gmail.com
This document is for information only and is not an offering for sale of any securities of
the company. Information disclosed herein should be considered proprietary and
confidential. The document is the property of House Gigs and may not be disclosed,
distributed, or reproduced without the express written permission of House Gigs.

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TABLE OF CONTENTS
I. EXECUTIVE SUMMARY…………………………………………………………. 4
II. COMPANY DESCRIPTION………………………………………………………. 5
III. INDUSTRYANALYSIS & TRENDS…………………………………………….. 6
IV. TARGET MARKET………………………………………………………………… 9
V. COMPETITON…………………………………………………………………… 11
VI. MARKETING PLAN……………………………………………………………… 14
VII. TECHNOLOGY PLAN…………………………………………………………… 19
VIII. OPERATIONS & MANAGEMENT……………………………………………... 21
IX. FINANCIALS……………………………………………………………………… 26
X. APPENDIX……………………………………………………………….……….. 28
XI. REFERENCES…………………………………………………………………… 31

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Executive Summary
Throughout 2020, virtual events became necessary due to the worldwide pandemic.
Artists around the world adapted to performing through livestreams to connect with their
fans. The livestreaming industry grew over 90% in the year 2020 alone and has
continued to see growth in 2021 even though live events are slowly returning. The
safety of live event attendees is still at risk, which is where House Gigs sees the
opportunity for business.
House Gigs is an online platform for livestreamed events. Events include concerts,
album release concerts, sporting evets, celebrity panels, and festivals. Not only do the
events take place on the House Gigs website, but users can also buy tickets on the
platform as well. Tickets for the livestreams themselves but also meet and greet tickets,
merchandise, and behind the scenes content can be purchased. With the House Gigs
website hosting everything the user needs, it makes navigation stress-free.
House Gigs partners with festivals and local owned venues to host their events on the
platform. In collaboration with these established events, House Gigs and local
businesses create a partnership to mutually benefit the goals of each business. House
Gigs also equips local sports stadiums and independently owned concert venues with
livestreaming technology to host their events on the website.
House Gigs is operated out of an office space in Lancaster, Pennsylvania. The
company serves locally in the Central Pennsylvania area but also targets the East
Coast of the United States. The main target audiences can be defined as live music
attendees and music streaming users. These audiences are similar in that they are
passionate about going to events and supporting musical artists they enjoy. They are
defined as millennials who reside in large cities on the East Coast such as Philadelphia,
Baltimore, New York City, Boston, and Washington D.C.
House Gigs’ competitors, Veeps and StageIt, have seen massive growth over the past
year due to the pandemic. Though they were founded prior to the pandemic, these
competitors had to reevaluate their business plans. Veeps recently was bought by Live
Nation, who has started installing livestreaming technology in the venues that they own.
StageIt has been hosting virtual events such as concerts and celebrity panels for over
10 years.
The team behind House Gigs is knowledgeable in not just one area of business making
a cohesive working environment. With employees who are highly educated in one area
of study, they also have experience in other areas of the business. House Gigs
operates as a collaborative space where every employee can benefit the company.
House Gigs is unique because it is a one-stop-shop platform where users can purchase
tickets to the event but also return to the website for the event itself. Everything is
generated and provided by the team behind the House Gigs website. House Gigs prides

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itself in equipping independently owned music venues and local sports stadiums with
livestreaming technology, so they have the opportunity to compete with large
companies.
Company Description
House Gigs is an online platform serving fans of live events virtual experiences out of
our headquarters located in Lancaster, Pennsylvania. Since 2020, our company
specializes in hosting live concerts, panels, and meet and greets virtually for fans
around the country as well as a ticketing platform for these live events. House Gigs
users can experience live events from the safety of their home with the ease of buying
tickets on the same platform. Because of the ongoing pandemic, House Gigs believes
that fans of live events should enjoy their favorite pastime from the safety of their home
and experience all aspects of live events at their fingertips. The company is funded
through personal funds, bank loans, crowdfunding, and investors.
Company Mission
House Gigs strives to provide a memorable experience for fans through virtual
experiences. Whether it be a livestreamed concert or a meet and greet with their
favorite artist, House Gigs focuses on making fans feel connected through a screen.
With access to live events at a minimum due to the pandemic, fans of live music can
experience live music again safely with the company’s platform. Large events hosted in
one city can be easily accessible with the partnership with House Gigs to expand the
audience even further.
House Gigs is unique because the platform is not only used to host the live events but is
also where fans purchase tickets and other add-ons for their specific event. The
company’s goal is to make the platform a one-stop-shop for its users.
Services
 House Gigs provides a unique and memorable experience for its users.
 Livestream Concerts- House Gigs hosts a variety of musical artists to perform
their own concert for fans. Tickets range per artist, starting at $25 and ranging up
to $50.
 Virtual Meet and Greets- House Gigs also hosts virtual meet and greets that can
be an added ticket to livestream concerts. Meet and greets can also be hosted by
athletes, actors, or other entertainment celebrity who wishes to connect with
fans. Tickets for this experience depend on the event or celebrity but have an
average price of $125.
 Event Merchandise- Unique merchandise sold only for events held on House
Gigs posted on the platform for fans to purchase. T-shirts are sold for $20 each.

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 Behind the Scenes Content- Extra content that is provided by the artist or
celebrity can be purchased as an addition to ticket purchases. This extra content
can be bought for $5.
 Other Livestreamed Event Opportunities- Panels with TV series or movie actors
can also be hosted on the House Gigs platform. Album release shows, album
anniversary shows, and festival sets are among other events House Gigs can
livestream virtually for fans across the country. Depending on the event and
whether it is a partnership with the company, tickets can range from $20 to $100.
Developments to Date
House Gigs headquarters is located in a rented office space in Lancaster,
Pennsylvania. The headquarters is where the company develops marketing materials,
technical support, website maintenance, and partnership management. The
headquarters is home to ten employees who are assigned duties based on their
knowledge and experience. House Gigs also has five commissioned employees who
are assigned their role to film and record performances when needed.
House Gigs has also been granted performance and synchronization licenses from the
ASCAP to legally broadcast and publicly perform/play copyrighted music.
Legal Status and Ownership
House Gigs is an LLC and uses ZenBusiness (www.zenbusiness.com) as an LLC
registered agent. Tara Souders, who is the founder and CEO, hold 100% of the
company. The company is seeking investment to fund all aspects of business.
Industry Analysis and Trends
Due to the pandemic that is still affecting live events today, the industry for
livestreaming is growing. Livestream platforms have seen a significant increase over the
past year and a half, whether it be sporting events, gaming, or concerts. The online live
streaming industry has grown 99% between April 2019 and April 2020 with the largest
streamed music event having 82.9 million views (Krings, 2021). With the growth of the

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industry and evolving technology, House Gigs will take advantage of these
advancements to perform better. House Gigs will be positioned as a competitor
nationally and worldwide.
Position in Industry
According to the U.S. Census Bureau, House Gigs can be fit into two Industry
Classifications. House Gigs’ NAICS numbers are:
 5121- Motion Picture and Video Industry
 711- Performing Arts, Spectator Sports, and Related Industries
Industry Growth
According to the Census Bureau, the Motion Picture sector had about 16,000
establishments in the year 2000 which grew to 17,000 in 2018 (United States Census
Bureau, 2021). This shows that within 18 years, there hasn’t been a significant growth in
businesses within this sector. In the Performing Arts sector, about 26,000
establishments existed in the year 2000 and grew to 39,000 by 2018 (United State
Census Bureau, 2021). This sector has seen significant growth within 18 years. In The
Year 2017, 19,000 firms made $88.6 billion (United States Census Bureau, 2021).
“From June to November 2020, the share of livestreamed concert listings on [concert
discovery site] Bandsintown grew from 1.9% to 40.7%, while the total ticketed revenue
in December was up 292% from June,” (Eliezer, 2021). The growth of the livestream
concerts throughout 2020 made a large impact on the industry. As in-person live events
weren’t feasible, livestream concerts were on the rise. Not only were they growing in
popularity, but revenue skyrocketed. According to music industry analysts, tickets and
merch from livestreamed concerts had a $600 million revenue and increased almost
300% between June and November 2020 (Kraus, 2021). Today, companies and artists
are still livestreaming their concerts/events online even with the return of in-person
events. The method of doing both, a hybrid, is on the rise as these events come back.
Event promoters who had previously held livestreams events during the height of the
pandemic aren’t ready to let this industry trend go just yet.
(Houghton, 2021)

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Market Opportunity
Since the start of the pandemic, many livestreaming companies have appeared on top
of the already existing ones. They capitalized on the missing component of live events
during the pandemic that fans were craving. Unfortunately, only 9% of consumers were
attending these virtual concerts though (Houghton, 2021). The opportunity to expand in
this market of livestreaming events is crucial. Despite concerts and live events
returning, there are other ways to tie in livestreaming into the event to connect others
around the world. This percentage reflects those livestreamed events and companies
weren’t developed enough for the height of the pandemic. House Gigs is ready to take
on this market fully developed and prepared for the return of live events.
It is said that livestreaming could represent a new video format for live music just as TV
is to sports (Mulligan, 2020). Mark Mulligan describes in his report that live streaming
music events has the potential to integrate hybrid viewing as well as pay per view
options. Another livestreaming company’s CEO stated that sports teams and companies
once thought that once you start televising sports that game attendance would go down
but soon realized that this was not the case (Graff, 2021). The live entertainment
industry has seen the impact, or lack thereof, that livestreaming content has changed
events. The inclusion of livestreaming at live events just expands the audience further
for fans across the nation and worldwide.
Barriers to entry
Live events are slowly starting to return in the U.S. Attendance is rising and capacity
limits are beginning to slim. With in-person events available again, consumers will
disregard live streamed events altogether. It is reported that fans who say they are
returning to live events will still watch livestreamed events.
With internet codes and technology advancing, the playback and buffering issues many
livestreaming sites tend to see will be slim to none. House Gigs can capitalize on these
advancements to improve the livestreaming equipment and technology.
Long-term Opportunities
The market for video streaming is predicted to be worth $124.6 billion by 2025 and 17
countries are expected to generate $1 billion in revenue by 2023 (Krings, 2021). Video
streaming is only going to continue to rise as technology advances. Live streaming is a
global trend that is on the rise. Artists are able to reach many countries at once with
livestreaming rather than one audience in a specific area where the event is being held.
House Gigs will capitalize off of this upward trend of livestreaming by partnering with
large events as well as artists who are looking to reach their fanbase globally.

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Summary
As mentioned, other livestreaming platforms have emerged into the industry on top of
others that were already established. With the return of live events, more opportunities
to expand the audience across the nation and worldwide arises. House Gigs will
capitalize off the return of live events by emerging themselves with partnerships, not
only with large events themselves but with artists looking to reach their fan base further.
House Gigs plans to dominate 10% of the market.
Target Market
Market Description
The overall description of the market are people who regularly attend live events. These
people are avid concert, festival, special event, and sporting event goers who attend at
least five live events every year. They attend annual festivals and whenever their
favorite artist or team are within two hours from them, they are always in attendance.
These people often travel to live events as well, creating a trip based around the event.
They are technologically advanced and keep up on new trends within technology. This
includes new products, new services, and social media. They understand how to use
and navigate the internet.
Market Size and Trends
Pay-per-view livestreaming is anticipated to grow 15% between now and 2027 as it was
valued at $749.1 million in 2019 (Grand View Research Inc., 2021). Sports live
streaming has been around for years where fans purchase a one-time fee to view a
specific event, mostly seen in boxing. As live streaming has become more popular,
many internet creators have turned to live streaming their content whether it be gaming,
cooking, or just interacting with the virtual chatroom.
Target Customers
House Gigs is marketed to many different audiences with different tastes. Depending on
the event held, the target audience will differ. Overall, the customers are similar in the

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way that their hobbies, education, lifestyle, and behaviors are aligned. The main target
customers can be defined in two groups: live music attendees and music streaming
gurus.
The live music attendees are male, female, and non-binaries in the early Gen-Z and late
Millennial age group who make up about 84% of live music lovers (Grate, 2019). These
people are aged between 21-25 and have some college education, are about to
graduate college, have a college degree, or work full-time. They reside in or outside of
large cities such as New York City, Philadelphia, Boston, Baltimore, or Washington D.C.
These people are active on multiple social media platforms and often create friendships
online and at events. They like to share their hobbies through social media and often
join groups with people similar to them. They are vocal, open to meeting new people,
and are extroverts.
The music streaming gurus are males, females, and non-binaries in the early Gen-Z
and late Millennials who are aged between 18-29 and stream music every day
(Shevenock, 2020). These people have some college education, have a college degree,
or work a part-time or full-time job during the week. These people live in large cities
such as New York City or Washington D.C. They are commuters who stream music on
their way to school or work. These people are introverts and prefer to stay at home
rather than go out. They enjoy staying in the comfort of their home to watch movies, TV
shows, gaming, or reading.
Millennials are the largest generation since baby boomers. Washington D.C. is among
one of the top areas that millennials reside in at 36% (Freddie Mac, 2021). The target
market seeks job opportunities in large cities. Among the most populated cities in the
US are Boston, New York, Chicago, Los Angeles, Dallas, and Philadelphia (Freddie
Mac, 2021). With the pandemic in mind, many people within the generation have moved
out of cities and into the suburbs surrounding cities. The reason for the move not only
involved their career, but also living expenses. Instead, the Gen-Z generation are now
migrating towards large cities. The current trend in both Millennials and Gen-Z is that
they are starting to own home instead of renting. There was a 48% rise in millennials
and 19% rise in Gen-Z who are owning homes in the urban suburbs around the city
(Hartmans, 2020). Though the trend is living outside of cities, many people in these
generations commute into large cities for work.
Market Readiness
Live streaming in general is becoming the new normal for the target audience. They
prefer to have online content easily reachable at their fingertips rather than cable TV.
The target customers already use streaming companies such as Netflix, Hulu, Spotify,
and Apple Music to consume the content they like. As seen below, in 2019, pay-per-
view livestreamed content was broken down between sports, entertainment, education,
and other with entertainment being the largest portion. The market is already
established. Livestreamed events, as mentioned before, have significantly grown within

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the last year. The audience has participated, or had an interest in participating, in
livestreamed events through a pay-per-view model.
(Grand View Research Inc., 2021).
Strategic Opportunities
After completing research, the target audience was defined by the overall market of not
only online streaming but people who actively attend live events. These are the people
who were, and still are, affected by the pandemic and the loss of live entertainment.
Their favorite hobbies have been put on halt for over a year due to the pandemic. They
have already participated or wanted to participate in a livestreamed event over the
course of the pandemic. With access to events that they previously missed, are
currently missing, or have wanted to attend, the target audience can feel included from
the safety of their home. Since livestreamed events is not a new concept, the market is
already developed and are ready for the chance to participate in their favorite artists’
event.
Competition
Competitors
The live music industry was at all time high before the pandemic hit. The live music
industry was supposed to see a 1.4% growth rate through to 2024 until the pandemic
halted all live events (Statista Research Department, 2021). In the graph below, the
significant drop in revenue can be noted.

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(Statista Research Departnment, 2021).
The target audience are known for spending money on experiences rather than tangible
items. You will not find them buying a new car or kitchen appliance before they
purchase sporting event or concert tickets. They often budget where their money goes
like groceries, gas, rent, and subscription services. They also may buy multiple tickets
for different events at once or in a one-month timeframe.
Locally, there are not many livestream event companies in Central Pennsylvania where
House Gigs is located. Other companies reside in the large cities of Pennsylvania like
Pittsburgh and Philadelphia. Beverly Boy, who own Philadelphia Streaming Company
and Pittsburgh Streaming Company, is a local competitor to House Gigs within the
state. They have been established for over a decade and provide livestreaming of all
events such as concerts, graduations, weddings, church services, and webinars
(Beverly Boy, 2021). Central Pennsylvania also has multiple music venues such as
Hersheypark Stadium, The Hershey Theatre, XL Live, and Chameleon Club. There are
also sporting event stadiums such as Clipper Magazine Stadium, FNB Field,
Hersheypark Stadium, and Peoples Bank Park.
Nationally, livestreaming companies are located in large cities. Most of the companies
are based out of Los Angeles or New York City.

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Competitor #1: Veeps
Veeps is another livestream company who are based out
of Los Angeles. Veeps was founded in 2017 by Joel and
Benji Madden and became one of the popular sites for
artists to host their events in 2020 (Frankenberg, 2020).
Originally a website that sold VIP add-ons, Veeps quickly
adjusted into developing into a livestreaming service just
like StageIt. In December of 2020, Veeps had a revenue
of $10 million with over 1,00 ticketed livestreams
(Frankenberg, 2020).
Veeps was recently acquired by Live Nation and will equip over 60 of their venues with
the livestreaming technology for the opportunity for artists to livestream their concert if
they please (Live Nation Entertainment, 2021). The percentage of ownership and the
amount they paid for this is not disclosed to the public. Before this deal, Live Nation
experimented with livestreaming concerts but decided to halt the operations and resume
with the option of livestreaming once concerts returned (Millman, 2021). Veeps services
in Live Nation venues started in May of 2021 (Live Nation Entertainment, 2021).
Competitor #2: StageIt
StageIt, who are based out of Hollywood, have
been around since 2010. They are known for being
one of the first livestreaming concert companies in
the industry. They are a platform that advertise
large artists but also have a community of artists
who have joined from all over the world who can
join and host their own events. In 2020, they
hosted over 6,000 shows, generating $9.2 million in revenue (Houghton, 2021). StageIt
have over 58,000 performers and over 900,000 users from 135 countries (Houghton,
2021). They not only host musical artists, but panels of celebrities for online
conventions, talks, and interviews.
StageIt were recently acquired by VNUE, a music technology company (Houghton,
2021). They are expecting to see a $9 million raise in revenue by owning StageIt fully.
With their new ownership, VNUE will add to the services StageIt provided by allowing
users to download the audio from livestream performances immediately after it takes
place (Aswad, 2021).
Market Share Distribution

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House Gigs is looking to acquire at least 5% of the market from their competitors. With
live events returning, these companies may not have many artists to host as they will
also be returning to live shows. House Gigs sees the opportunity to collaborate with
large events to host on the site on top of hosting artists’ own shows. With the
partnerships with festivals and large events, this will draw in a new set of audiences
who aren’t able to attend the event in person.
Our Advantages
One of the advantages House Gigs has is the location on the East Coast of the United
States. Many livestreaming companies are based on the West Coast, so House Gigs
will dominate the opposing coast. Large cities where the target audiences are located
are generally all within 8 hours of each other on the East Coast. With this in mind, it is
not only feasible for House Gigs to reach them but is also easy to market to them.
Competitive Positions
The competitors listed above are all about creating their own experiences. They host
artists on their platform for a one-time show. The venues listed do not have the
technology to livestream their events. House Gigs capitalizes on the pay-per-view
model and partnering with existing events to host on the House Gigs site. House Gigs
partners with local venues to provide our services to equip them with livestreaming
technology that is then hosted on the House Gigs website.
Barriers to Entry
Equipment may prevent others from entering the industry. Even within the past year the
technology and updates have been further developed. Initial platforms have had to go
with the rapid changing technology updates to stay advanced.
Strategic Opportunities
The idea that House Gigs hosts not only musical events but also panels and virtual VIP
events is what makes the company different than the competitors. We don’t focus on
just one side of live entertainment but all forms of entertainment. Providing special
experiences through VIP tickets just as in-person events do creates a special
connection to the audience and the company. House Gigs also partners with already
established events to provide an online experience for the target audience who couldn’t
attend in person.
Marketing Plan

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Marketing Message
“Concerts From Home” is a tagline that House Gig uses to brand the company. “VIP
Events From Home” and “Sports From Home” are also used depending on the event
that is being held. “For fans who miss live events, House Gigs provides a sense of
normalcy of returning to live events safely from your home”.
This message implies that the customers can enjoy their favorite pastime from their
home.
Customer Needs
House Gigs users want a safe way to participate in live events safely. They crave all
aspects of live events from live music, interaction with other people, and seeing their
favorite team/artist. They also want to access these events easily. The House Gigs
platform is easy to navigate to purchase tickets as well as returning to watch the event
on the same platform. The House Gigs website operates with ease for the customers.
House Gigs provides unique experiences for its customers that are not provided
anywhere else. Not only can users experience their favorite live events but have the
opportunity to buy VIP experiences.
Advertising and Reach Mechanisms
House Gigs uses marketing strategies that are interactive for our target audience. As
most of our target audience are millennials who are known to spend most of their time
online, social media is heavily used not only to market the events but to directly connect
with the audience.
 Social Media: Twitter, Instagram, Facebook, and TikTok to advertise and connect
with the target audience.
 Online Ads: Google Ads that are placed on social media sites as well as local
news, blogs, and e-commerce websites.
 Event Sponsorship: House Gigs sponsors livestreamed content at local sporting
events and festivals/concerts.
 Street Mural: House Gigs interactive street mural in large cities, similar to a
billboard, that will act as outdoor advertising.
 Direct Mail/Email: Print mail as well as email to reach local but also international
target audiences.
Marketing Channels

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House Gigs uses SEO, social media, a website, and street murals as marketing
channels. Google Analytics and Similar Web aids in the use of SEO as part of the
House Gigs marketing strategy. By monitoring SEO, the target audience is easily
directed to the website. Developing key phrases and keywords to match the House Gigs
brand is substantial for growing awareness of the brands services. Creating strong
descriptions of the brands services is necessary to guide the user to the site. Monitoring
and updating key words and phrases over time is important depending on the artists
performing on the House Gigs platform. Directing a certain audience for a specific artist
engages fans to interact with the website.
The use of these specific social media platforms directly connects the target audience to
the brand. According to Oberlo, about 90% of millennials are active on social media
platforms and usually spend about 3 hours every day on these sites (Mohsin, 2021).
House Gigs is active on all these platforms by dedicating time to promote the events
being held and the artists who are being hosted. The use of these sites allows for
conversation and connection with fans within different fandoms who are interested in
the House Gigs brand. Being active on these sites are key to connect with the audience
and reach the goal of increasing awareness. Posting about the artists being hosted,
what services are offered on the website, engaging followers with the content posted,
and connecting them with other fans is how House Gigs uses social media to keep the
audience engaged. Using posts as a way for the audience to share with their friends
and followers ultimately spreads the awareness of House Gigs and is the easiest way to
do so.
Utilizing professional services from website developers is necessary to have a perfect
landing page and host site for House Gigs’ services. Having a website that is user
friendly is key to the marketing strategy considering it is where users spend the most
time. Not only is the website providing the services such as livestreaming technology,
chat rooms, merchandise sales, and virtual meet and greets, but it also has information
about House Gigs, how to contact the brand, and direct links to the social media sites
previously mentioned. Utilizing descriptive tabs as to where the user can find exactly
what they want is the main goal for a strong website. House Gigs wants to take the
stress out of finding where to purchase tickets and where to return to watch the event,
so having a user-friendly website ensures satisfaction. Ensuring that users have an
account for the House Gigs website encourages them to keep visiting and engaging
with the services House Gigs offers. By having an account, users can easily access the
services provided as well as stay updated on the events being held.
Instead of a traditional billboard, House Gigs will utilize a new trend in street art to raise
awareness of the brand. As billboards have been popular for years and are easy to
catch someone’s eye, wall or street art is popular for millennials to engage with. Daria
Mohammad says,” Street Murals tend to be embraced by the public unlike traditional
billboards or street-level advertising” (Mohammad, 2016). Utilizing a wall with a mural
that is nice to look at or even interactive will catch the eye of the target audience. The
idea of using this marketing tactic is bold but will engage the audience while creating

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curiosity about the brand. A design such as the slogan for House Gigs with the website
listed or social media handles with a re-designed art piece of the logo will be eye-
catching. This also prompts the idea for the audience to post or share pictures of the
mural which therefore spreads awareness. The effectiveness of the mural will be based
of the location. Putting the murals on popular streets in large cities such as Philadelphia,
New York City, Baltimore, and DC will target the audience House Gigs is aiming to
reach. Monitoring posts that are shared with the mural will decipher the success of this
marketing tactic. Physically seeing how many people stop to look at the mural as well as
counting how many people walk by in a day could be useful information to monitor the
marketing efforts of the mural. Posting from the House Gigs social media platforms
about the murals as well as reposting other people’s pictures from the mural will create
excitement to find this marketing piece.
Marketing Mockups
Below are examples of marketing content that House Gigs uses through traditional and
digital marketing.
Example #1
This is a Twitter poll that engages House Gigs followers while also getting them excited
for an upcoming event. The poll will be live for seven days leading up to the
announcement.
Example #2

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This is a general idea of what the street mural includes. A drawing of a couch engages
people who pass by to pretend like they are sitting on the couch for a posed photo to
then share on social media with the hashtag. The website is also included so people
who don’t choose to physically engage with the mural have a direct link to find out more
information.
Budget
According to WebFX, SEO services have a range of costing between $750-2,000 per
month depending on their project (WebFX, 2021). Since House Gigs will be focused on
gaining attention from the audience, spending on SEO is crucial. SEO spending will cost
around $1,000 for 12 months. Paid advertisements on social media can vary depending
on the platform and the audience you want it to reach. Facebook charges $0.25 per
1,000 views while Twitter can charge between $0.50-$4 per engagement (Vince, 2020).
While focusing on social media advertising, House Gigs will spend about $1,500.
Website design is also crucial for House Gigs since it is the primary place for services.
Spending more on a website is a priority within the budget. Website design can cost
anywhere from $15,000 to $75,000 according to Vin Gaeta (Gaeta, 2020). Lastly, the
cost of a street mural depends on the wall space in certain cities as well as the
production and management of the mural itself which is typically averaged about
$30,000 (ALT TERRAIN, 2021). In total, the year-long marketing budget for House Gigs
will be a total of approximately $62,000, which is broken down by category in the chart
below.
How We are Different & Our Message
We are different from our competitors in the way that we make our advertising
interactive. The interactivity of our marketing concepts engages the audience to
participate for their own pleasure or for something in return. Rather than just using
social media, House Gigs utilizes multiple forms of traditional advertising to reach its
target audience. Connecting the fans to our brand as a community is important to us.

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House Gigs uses “Concerts From Home” as a branded slogan for customers to
recognize us. The hashtag, #HouseGigs, is heavily used on social media as well as
traditional advertising methods to connect the customers to the brand.
Sales Mechanism & Team Organization
House Gigs utilizes a pay-per-view model. Tickets ad merchandise can be bought
online at the House Gigs website for all events, VIP opportunities, and extra content.
House Gigs also features other pay alternatives such as PayPal and Shop Pay.
The sales team works directly with the marketing team to generate sales from the
marketing. Connecting with fans to see what events they would like to see hosted on
the site as well as what artists they would like to see creates a relationship that the
sales team can benefit from. The sales team communicates with the artist to see what
other opportunities they’d be willing to give to their fans such as behind the scenes
content or meet and greets that also drive sales.
House Gigs has a CFO as well as an accountant consultant on the team to advise the
best decisions for the financials of the company. These two work closely together to
handle salaries of employees and commissioned employees, budgets, revenue, taxes,
and sign financial contracts.
Technology Plan
Technology
As a livestreaming business, technology is the main component of operations at House
Gigs. All of House Gigs’ services are online. The website will be advanced in the way it
operates with access to chat rooms, direct contact to tech supports, ticket sales,
livestream playback, and merchandise point of sale. The website is the largest
component of business, so maintaining the upkeep of it is important. The technology
provided at local venues and stadiums to equip them for livestreaming is advanced and
high speed to connect with the online platform for fans to watch. The camera and audio
equipment are top-of-the-line to provide the best viewing experience. The technology
needed for startup includes the website, internet, computers, and software encoders.
The cameras, microphones, and hardware encoders won’t initially be needed as House

20
Gigs plans to host pre-recorded live events and VIP opportunities before equipping local
venues with our technology.
Equipment
Cameras that capture the content that is livestreamed are important to deliver the best
results. House Gigs utilizes PTZ cameras, which are mounted cameras that can be
controlled manually or through a remote with a wide-angle lens. This camera can pan
across the subject, tilt up and down, and zoom in and out which is useful for sporting
events. The camera movements can also be timed or planned ahead for events such as
concerts and festivals to capture the entire show. House Gigs uses the PTZOptics 30X-
SDI Live Streaming Broadcast Camera which is $1,800. It is equipped with an audio line
for HDMI and IP Streaming and has a composite output which is used to livestream to
the House Gigs platform.
Capturing audio from live events is often tricky but House Gigs is equipped with the best
audio technology for playback. If the livestreamed content is in real-time at a concert,
festival, or sporting event then House Gig uses the sound board feed to receive the best
audio playback for the livestream. A sound engineer works closely with House Gigs staff
to optimize the best audio for real-time audio playback. If the event was previously
filmed to then play back on the House Gigs website, XLR microphones are used for
professional and great quality audio. This audio is recorded just as the video would be
to then be played back during the livestream. House Gigs uses the Audio-Technica
ATR2100x-USB Cardioid Dynamic Microphone which is $99.
Hardware encoders are needed for off-site livestreaming at venues that are equipped
with Houses Gigs’ livestreaming technology. These encoders support HDMI and SDI
outputs, which connect directly to the PTZ cameras. House Gigs utilizes the Resi RAY
Encoder E1210 as an encoder for on-demand streaming. Free software encoders that
connect directly from the camera to a computer may be used if needed.
Strong internet is key to a seamless playback of livestreamed content. Streaming
requires anywhere from 500Kbps and 4Mbps or 4G to 5G connection. At the House
Gigs headquarters, AT&T Business Plan is utilized for the best technology support. The
500 Mbps Business Internet is $250 a month with access to high quality streaming,
capacity to edit large files amongst 30 users, and has a fast and large download speed
of 500 megabits a second.
House Gigs equips each employee with a Microsoft Studio 2 which can be used as a
desktop computer or a tablet for on the go use. The Microsoft Complete for Business
payment plan is used which includes Microsoft 365 Business Premium with access to
programs such as Outlook, Word, PowerPoint, and Excel. This package totals out to be
$130 a month for each computer.
Website

21
The website is equipped for not only livestream playback but also chat rooms, e-
commerce through ticket and merchandise sales, and direct chat with technology
support. The website is equipped with RTMP software that receives the footage from
the encoder. From there, it is encoded and ready to be streamed on the platform. The
HLS software then transmits the footage to the viewers’ devices. The free program,
OBS Studio, provides these software’s that are directly embedded into the House Gigs
website. With the free program used to transmit the playback of livestream footage, we
use our own equipment to capture the content.
The website itself is hosted Dacast on the Scale Plan. They offer a complete
customizable video player, monetization, unlimited streaming channels, unlimited
viewers, Zoom integration (which is used for VIP meet and greets), and ad-insertion.
The plan includes 24 TB of bandwidth with 1 TB of storage every year for $188 per
month.
Operations & Management
Overview of Company Operations
House Gigs employs a small group of people who are passionate about live events
such as concerts, festivals, panels, and sporting events. Everyone who is employed
have a variety of skills and talents that reflect in their work. Multiple employees are
knowledgeable in two or more aspects of the company such as technology and
marketing. On-site employees include the Founder (Tara Souders), Financial Director,
Marketing Director, Technology Director, and their respective employees that fall below
them. In total, House Gigs has 10 employees on-site in the office space.
House Gigs also employs commissioned professionals that work off-site while
producing the live event footage that will be hosted on the platform. These people
include camera crew, audio crew, and on-site technology support. They work under a
work-for-hire contract on a month-to-month basis when they are needed to produce
events.
House Gigs is located in Lancaster, Pennsylvania in the downtown portion of the city.
The company rents a 5,000 square foot office space for $14.50 per square foot, which
comes out to be $144,275. The address is 454 New Holland Avenue Lancaster,

22
Pennsylvania. The lease does not include utilities, property expenses, or building
services (prices to be determined).
Efficiencies
House Gigs proudly serves small venues and local sports teams to provide
livestreaming technology. With large corporations buying out music venues, House Gigs
partners with locally owned venues to equip them with the same technology that big-
name venues have. By conducting business with small business, House Gigs creates
close relationships with business owners that benefit their customers as well.
Our company uses personal knowledge from the employees on the team to benefit the
company overall. Since all of our employees aren’t just specialized in one area, the
team works together to drive the best results. House Gigs employees are able to help
one another openly without tension because everyone understands that every
employee is a team player. House Gigs employees are understanding and can step into
a leadership role at any point to help benefit their team and the company overall. By
working as a team, the company culture is derived from communication, dedication, and
honesty.
Competitive Advantages
Unlike other businesses, House Gigs’ operations is mainly done from in-house. The
technology support group are employed by House Gigs and are capable of handling all
technology issues such as livestreaming technology, website development, online
transactions, and video playback. The customer service group that handles website or
technology complaints work directly with the technology group to offer the best support.
They work in the same department within the House Gigs headquarters.
All marketing campaigns are completed by the marketing group that work on-site at the
House Gigs headquarters. They work efficiently with the artists who are being hosted on
the House Gigs platform to best fit their brand and needs. By doing research, the
marketing team reaches the audiences that need to be reached in order for the best
results. Marketing materials such as email, print, commercial, and mail promotions are
developed and printed on-site to be used for advertising locally and nationally.
Cost Control
Since House Gigs produces marketing materials in-house, this saves a lot of money.
Instead of outsourcing the printing, House Gigs is able to use these funds elsewhere.
Traditional marketing is used only locally, so House Gigs does not have to spend as
much to nationally advertise for the time being.
Because House Gigs is an online platform, internet connection and speed are
imperative for the business to operate efficiently. AT&T Business is used for House

23
Gigs to operate in-house operations. The extra money that is saved elsewhere is used
to spend on this high-speed internet connection.
House Gigs hires the best technology support in the Central Pennsylvania area to assist
in the operations of the business. Website developers who maintain the platform daily
are essential to the company. In doing this, House Gigs does not have to outsource
assistance in the technology department to aid with the upkeep of the website.
Overview of Key Positions
House Gigs operates with a small team of Directors who have one or two employees who
work under them. Everyone on the House Gigs team is responsible for a variety of duties
that may fall under their title or in other specialized areas. The team is knowledgeable in
multiple areas of expertise that run the House Gigs operations.
Key Staff Positions include:
 Founder
 Financial Director
 Marketing Director
 Technology Director
The Founder (Tara Souders) oversees and manages the company’s operations such as
marketing, booking, human resources, sales, research & development, and community
outreach. The Founder acts as the liaison to all professional sales between local venues
and stadiums as well as the artists hosted on the House Gigs platform. The Financial
Director handles all of the financial inputs and outputs of the company. This includes
equipment rentals/purchases, salaries, revenue, and licenses. The Marketing Director’s
responsibilities include all marketing for House Gigs through traditional and digital
marketing. They are in charge of developing marketing materials and managing the
House Gigs social media platforms.
Tara Sounders, Founder
Tara Souders, the founder of House Gigs, oversees and manages the company’s day-to-
day operations. Her duties include, but not limited to, marketing, booking, human
resources, sales, public relations, research & development, and community outreach.
Tara Souders is the direct contact for all booking and business relations and is
responsible for all aspects of running the company. The founder analyzes and evaluates
business procedures and handles customer service. She leads the entire team and
communicates with every employee. Tara has a Bachelor’s degree in Entertainment
Business and a Master’s degree in Entertainment Business with a Sports Management
Track. With her extensive experience in live events such as event management, fan
engagement, marketing assistance, and group management, Tara Souders is qualified
to lead House Gigs as the Founder and the duties that come with it.
Financial Director | To Be Determined

24
The Financial Director handles all of the financials that House Gigs has. This includes
equipment rentals/purchases, salaries, revenue, and licenses. They oversee financial
forecasting as well as budgets. They provide direction and recommendations to the
founder regarding financial activities. The Financial Director tracks and records ticket
sales, merchandise sales, and works directly with local venues that House Gigs provides
livestreaming technology to. They also work with the accountant consultant (to be
determined) to assist in salaries, budgets, and taxes. The Financial Director has at least
a Bachelor’s degree in accounting or finance and has at least 3 years of professional
experience. They are detail-oriented, have strong leadership qualities, reliable, and are
able to work in a fast-paced environment with a close team.
Marketing Director | To Be Determined
The Marketing Director is responsible for all aspects of marketing for House Gigs. They
develop and execute all marketing strategies and plans for the company as well as
researching new trends. They are in charge of running and managing the House Gigs
social media platforms. They manage, research, and oversee SEO tactics. The Marketing
Director is also in charge of handling the sales of House Gigs which includes ticket pricing
and how to maximize revenue. They manage the sales team who are in contact with
artists to best sell their event. The Marketing Director has at least a Bachelor’s degree in
business, marketing, or communications with 3 years of experience in marketing. They
are detail-oriented, creative, innovative, ability to multitask, and have strong leadership
qualities.
Technology Director | To Be Determined
The Technology Director is responsible for all technology that House Gigs uses such as
the website, equipment, internet, and assist in any employee issue dealing with personal
computers. They are in charge of internal and external technologies. This includes the
cameras, microphones, encoders, and everything to do with the website. They maintain
the website operations including embedding livestreams, ticket sales, updating software
& systems, privacy, cookies, and data storage. The Technology Director also researches
technology advancements to better help House Gigs’ operations. They complete
inspections and daily maintenance of the equipment and website to ensure the best
performance. The Technology Director must have at least a Bachelor’s degree in
computer science or engineering with 5 years of experience in their field. They have
outstanding communication abilities, can work in a fast-paced environment, and has great
organizational and leadership skills.
Commissioned Employees | To Be Determined
Commissioned employees are people who work month-to-month on a work for hire
contract. They are hired to assist any House Gigs performer on executing their live show.
They are in charge of camera and audio equipment as well as the encoders to receive
the content for the House Gigs website. They are commissioned to work four days leading
up to the performance, the show itself, and four days after the event. House Gigs also

25
commissions employees to assist with local venues and stadiums who have been
equipped with livestreaming technology. Commissioned employees also assist with the
House Gigs partners to livestream already established festivals or concerts. These
employees are commissioned to work on-site at external House Gigs operations. They
must have a Bachelor’s degree in audio production, cinematography, film, or show
production with at least 3 years of experience in the industry.
Advisory Committee
The Advisory Committee is made up of:
 Founder
 Two (2) Outside Directors (to be determined)
 One (1) Director (investor)
The outside directors are part of the advisory committee to bring in outside expertise to
help House Gigs. They have strong backgrounds in helping small, startup businesses
who specialize in events and technology. They help advise financial and business
decisions for all of House Gigs’ operations. The outside directors will help House Gigs
expand within the next 5 years.
Management Structure
The Founder oversees the entire company. The Founder’s duties include duties include,
but not limited to, marketing, booking, human resources, sales, public relations,
research & development, and community outreach. The founder analyzes and
evaluates business procedures and handles customer service. They lead the entire
team and communicates with every employee. The Founder shares some
responsibilities with the Directors below them. The Financial Director oversees all the
financials of House Gigs including equipment rentals/purchases, salaries, revenue, and
licenses. They oversee financial forecasting as well as budgets. They provide direction
and recommendations to the founder regarding financial activities. They work directly
with the Accountant Consultant to is outsourced. The Marketing Director develop and
execute all marketing strategies and plans for the company as well as researching new
Founder
Financial
Director
Accountant
Consultant
Marketing
Director
Marketing
Manager
Marketing
Assistant
Technology
Director
Technology
Manager
Technology
Assistant
Technology
Assistant
Commissioned
Employees

26
trends. They are responsible for running and managing the House Gigs social media
platforms. They manage the Marketing Director and the Marketing Assistant who help
with executing the marketing plan developed by the Marking Director. The Technology
Director is responsible for all technology that House Gigs uses such as the website,
equipment, internet, and assist in any employee issue dealing with personal computers.
They oversee internal and external technologies. This includes the cameras,
microphones, encoders, and everything to do with the website. They maintain the
website operations including embedding livestreams, ticket sales, updating software &
systems, privacy, cookies, and data storage. The Technology Director also researches
technology advancements to better help House Gigs’ operations. The Technology
Manager and the Technology Assistant work under the Technology Director to execute
any technological task that are assigned such as embedding livestreams, website
maintenance, encoding, and customer support. The Technology Director oversees the
Commissioned Employees who produce and execute the live events that will be
streamed on the House Gigs platform.
Financials
As a technology heavy company, House Gigs uses top-of-the-line equipment to capture
live events. With this in mind, extensive startup and maintenance costs are involved.
The company funding uses $200,000 personal funds and are asking for $100,000 from
investors. House Gigs is dedicated to a twice a year payment plan every 6 months.
House Gigs expects a 30% return of funds over 5 years.

31
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