This document outlines a marketing plan for a new company that aims to help businesses and content creators connect with audiences through content creation and localization services. The plan sets financial objectives to achieve €182k in annual revenue in 2021, €850k in 2022, and €3.086m in 2023. Non-financial objectives include growing social media followers and video views. The customer objectives are to attract 125 customers in 2021, 436 in 2022, and 1,777 in 2023 while retaining 95% of existing customers. The primary targets are professionals earning under €40k annually and small businesses with revenues up to €100k, positioning the company as offering higher value through a subscription model and unique optimization method tailored for smaller

1. THE MARKETING PLAN
As assignment to the course “Marketing Plan”, part of the specialization “Marketing Strategy”, provided
by IE Business School in partnership with Coursera
By Anderson Matias
September 14th, 2020

2. This new company has the purpose of helping businesses and content
creators to better resonate and connect with their audiences by increasing their
capacity to communicate and create meaningful content on a local level. With that,
it is part of its mission to increase the success rates of smaller companies by
providing a series of services in the area of content creation, consulting and
localization.
VENTURE DESCRIPTION

3. a) What already exists in your market?
These are the companies that are most relatable to the venture scope,
based on how comprehensive their services are, which is close to how
creative agencies operate
THE EXTERNAL ANALYSIS
b) Who else is currently competing in this market?
Here comes a higher variety of potential players, that although not
fully reflecting the venture scope, might have overlapping services,
especially in the content creation area
Source: clutch.co
c) Which type of customers are you looking to appeal to?
The Venture will have a B2b model, having Germany as the main market and with the respective targeting:
- Startups on growth phase or planning to go on growth phase within six months
- Minor-medium content creators on social media with high demands especially on YouTube, Facebook and Instagram
- Smaller Companies about to start or in international expansion phase, especially the ones with high localization and translation demands
There are currently no companies within the targeting range that match perfectly the venture’s line of business

4. THE INTERNAL ANALYSIS
a) What are your product/service’s elements of differentiation?
• A new method is proposed on how to assess a company’s content marketing and visual communication strategy in order to propose a course of
action, which is unique to the new venture
• A new subscription-based business model will be introduced, providing higher value with less costs, while innovating on the way agency-like
companies monetize their services
• The higher focus on the User experience and concept development
• Being Binational, the venture will leverage the difference in currency rates to balance finances and operational costs, while fostering further a big
and international network of companies and professionals
b) What stage of the lifecycle is your product in?
The product lifecycle would be in the introduction phase, given the venture is starting from scratch

5. THE SWOT MATRIX
Strengths Weaknesses
Opportunities Threats
• HIGH VALUE-FOR-MONEY
• UNIQUE METHOD
• FOUNDING TEAM SUBSTANTIAL EXPERIENCE IN
DESIGN, UI/UX, R&D AND PROJECT MANAGEMENT
• CUSTOMER-DRIVEN
• FOUNDING TEAM NETWORK
• LOW OPERATIONAL COSTS
• LOW FUNDING AVAILABLE
• SMALL PRACTICAL EXPERIENCE IN SALES,
MARKETING AND FINANCE
• NO BRAND IMAGE YET
• FOUNDING TEAM CAN’T WORK FULL TIME FROM
THE START
• NO IP TO RELY ON
• CURRENCY RATES BETWEEN BRAZIL AND GERMANY
• CURRENTLY THE BIGGEST COMPETITORS FOCUS ON
BIGGER CUSTOMERS
• BIGGER PLAYERS MIGHT DECIDE TO LAUNCH
SERVICES ALSO TARGETING SMALLER BUSINESSES

6. THE MARKETING STRATEGY
1. Financial Objectives
a) Sales and Profit
Considering constant rates of revenue per customer, customer base
forecast and respective acquisition efficiency rates improvement.
This means:
• 2021 Annual Revenue target of €182k
• 2022 Annual Revenue target of €850k
• 2023 Annual Revenue target of €3.086kk
• Average Margin of 29% for the period
2. Non-financial Objectives
a) Brand Objectives
The key pillars of the brand:
• Service Quality
• Agility
• Modern Communication
• Empathy
b) Internet Based Objectives
• Social media presence 2021-2023:
 Linkedin: 9000 Followers
 Facebook: 6000 Page Likes
 Youtube: 30000 Subscribers
 Twitter: 20000 Followers
 Instagram: 50000 Followers
• Performance 2021-2023:
 Click-through Rate: average 10%
 Reach: minimum 10 million users across all platforms
 Youtube views: at least 10 million

7. THE MARKETING STRATEGY
3. Customer Objectives
a) Attracting new customers
Considering constant rates of lead generation per day, initial
acquisition rates of 1% and incremental improvement of 5% until
10% conversion is reached:
• 2021 Customer base status: 125
• 2022 Customer base status: 436
• 2023 Customer base status: 1777
b) Retaining existing customers
The target for the period is 95% retention rate.
4. Strategic Objectives
a) Target (Segmentation)
Primary B2C target: Professionals in the content creation market
with income of less than €40k yearly. This includes (but not limits
to):
• Designers
• Illustrators
• Video Makers
• Multimedia Producers
Primary B2B target: small companies and startups either in the
seed/series A phase or scaling up, with revenues up to €100k
yearly.
b) Positioning
Key differentiation points:
 Higher Added value through a subscription model, unusual in
the creative agency market
 Unique Design-driven optimization method
 More customizable experience and support tailored to smaller
companies