Running head: BUSINESS PLAN BUSINESS PLAN 2 Lorrene Holloman Phase 4 & 5 Individual Projects MGMT235-1403A-01 Instructor: Ivie Williams August 9, 2014 Executive Summary The name of the business is Washington Weekly. It will deal with production of a newspaper, which will serve mainly the people around Washington International Airport. It will be located adjacent to the Emirates Airport. It will operate under a sole proprietorship structure under the management of John Cruz. It will fall under the print media industry. Its major aim will be to publish quality and affordable magazine. The target customers in this business are the personnel at the Washington International Airport, both the employees, passengers, residents and business people or organizations. Advertisement through television, billboards and posters will be used to let more new customers know the publication. The newspaper is expected to have a leading market share. The competition will come from Aero Magazine, UBM Publication and Aviation Post Magazine. The production team will include the advisor, editor in chief, literacy editor, art editor, photo editor, layout editor, photographer and proof reader. All members of management, production and staff will be selected on merit and experience. The business will have its external support from bank for financial advice and the legal system for interpretation of the law. The production facilities include camera, printers, page makers and binding machine. The business products will be produced on weekly basis for a period of one year after which it will be produced on daily basis. The business startup capital will be $ 10000. The capital will be raised through banks, small business enterprise, youth enterprise funds, personal savings, inheritance, microfinance corporations and charity. The money shall be used in buying machinery, equipment, rental and renovation Introduction Media reserves a pivotal role in influencing change in the society, encouraging transparency; opening up the society and charting the path of progress in the society. An opportunity to serve in the field of media is the most coveted in the contemporary society. This is because it not only gives one the privilege of being the news revealer and updater but it also enriches one socially, economically, and intellectually. Periodic publications fall under print media. Together with the broadcast media, they constitute the media industry. We are in a very dynamic world that everyone can hardly afford without an update. This belittles the impact of the available media bodies. While the broadcast media can serve some of the audience, the print media offer a couple of information and offers that are not available through the broadcast media. In Washington, the print media is dominated by a number of established giants like The New York Times, Th ...

1. Running head: BUSINESS PLAN
BUSINESS PLAN
2
Lorrene Holloman
Phase 4 & 5 Individual Projects
MGMT235-1403A-01
Instructor: Ivie Williams
August 9, 2014
Executive Summary
The name of the business is Washington Weekly. It will deal
with production of a newspaper, which will serve mainly the
people around Washington International Airport. It will be
located adjacent to the Emirates Airport. It will operate under a
sole proprietorship structure under the management of John
Cruz. It will fall under the print media industry. Its major aim
will be to publish quality and affordable magazine. The target
customers in this business are the personnel at the Washington
International Airport, both the employees, passengers, residents
and business people or organizations. Advertisement through
television, billboards and posters will be used to let more new
customers know the publication. The newspaper is expected to
have a leading market share. The competition will come from
Aero Magazine, UBM Publication and Aviation Post Magazine.
The production team will include the advisor, editor in chief,
literacy editor, art editor, photo editor, layout editor,
photographer and proof reader. All members of management,
production and staff will be selected on merit and experience.
The business will have its external support from bank for

2. financial advice and the legal system for interpretation of the
law. The production facilities include camera, printers, page
makers and binding machine. The business products will be
produced on weekly basis for a period of one year after which it
will be produced on daily basis. The business startup capital
will be $ 10000. The capital will be raised through banks, small
business enterprise, youth enterprise funds, personal savings,
inheritance, microfinance corporations and charity. The money
shall be used in buying machinery, equipment, rental and
renovation
Introduction
Media reserves a pivotal role in influencing change in the
society, encouraging transparency; opening up the society and
charting the path of progress in the society. An opportunity to
serve in the field of media is the most coveted in the
contemporary society. This is because it not only gives one the
privilege of being the news revealer and updater but it also
enriches one socially, economically, and intellectually.
Periodic publications fall under print media. Together with the
broadcast media, they constitute the media industry. We are in a
very dynamic world that everyone can hardly afford without an
update. This belittles the impact of the available media bodies.
While the broadcast media can serve some of the audience, the
print media offer a couple of information and offers that are not
available through the broadcast media. In Washington, the print
media is dominated by a number of established giants like The
New York Times, The Guardian and the Washington Post, to
name but a few. These are national daily publications.
Therefore, the national publications might be in a low capacity
to serve the information needs of the particular regions.
Regional publications are therefore, the remedy. This saw the
birth of The Washington Weekly.
Name of the Business
The name of the business will be Washington Weekly. The name

3. is derived from the location of the business and the frequency of
production. The magazine produced will cover such matters as
aviation industry prospects like short term and long term
prospects, technology and innovation, local airlines and
regional perspectives and maintenance.
Ownership
The business will be a sole proprietor kind of business. The
owner who is also the chief editor will be responsible for all the
activities and day to day affairs and running of the business.
This will majorly feature during initial stages. This form of
ownership will be preferred by the chief editor since it will
grant him a chance to exercise his skills obtained from training
college. Also this form of ownership will enable the owner start
the business with the amount of capital he posses at hand which
will not complicate financial issue. The owner will also have a
chance to develop and cultivate his managerial skills through
making major decisions of the business. This will enable him
evaluate his decisions, whether they are working for the
business or not without consulting anybody. Furthermore, the
owner will be in a good position to reap the returns of the
business and his efforts without being placed under criticism or
task by anybody. This enables the owner get motivated and
encouraged on self employment. Finally, the owner will be
flexible in operation of his business. This will be evident in the
event of unhealthy competition or skyrocketing taxes which will
threaten to ground the business. Under these circumstances, the
owner singlehandedly can decide to change the business or wind
it up.
Location
The business will be located adjacent to Washington
International Airport. The choice of this area for the business is
due to flexible proximity to the major target customers who will
be operating the international airport and the central business
district of Washington.

4. Owner experience
The owner of the business has an experience of 5 years in the
print media. After completing his university education, the
owner served in the University’s magazine as the chief editor
for 2 years. From there, he worked in the The New York Times
for three years. He therefore, has a lot of experience in this
field.
Products
The major products for the business will be the magazine. The
magazine will be extensively covering development and
industry news in aviation. Also, as the business grows and
expands, it will consider producing other related articles but
maintaining its ultimate production responsibility. The
responsibility vested on the business products is to cover such
matters as technology and innovation, engineering and
maintenance and news of the various selected airlines. In
covering such matters, the business will be of its kind and
therefore giving it a better competitive advantage over its
business rivals in the local market. The uniqueness of these
products is dubbed to compel more customers to buy from the
business. Furthermore, the policy of the production which
requires that the products reflect its description on the
brochures is projected to boost the confidence and the trust on
the business products. This is so because some of the products
in this industry have not been honoring their outline of
production and advertisement. Upon the completion of
production the products which are the magazines will be
packaged and sealed in transparent polythene and packed in
carton boxes for storage and subsequent transportation to the
marketing centers. All the magazines will bear an aircraft about
to take off from the runway as its business logo.
Market
The target customers in this business are the personnel at the
Washington International Airport, both the employees,

5. passengers, residents and business people or organizations.
Advertisement through television, billboards and posters will be
used to let more new customers know the publication. The
newspaper is expected to have a leading market share. The
competition will come from Aero Magazine, UBM Publication
and Aviation Post Magazine.
Marketing strategies
The business products will enter public market after one week
of numerous advertisements of the products in the posters,
billboards, TVs and road shows. This will make the public get
to know what they expect from the products, awareness test will
be carried out on the public which will determine the entry of
products to the market. In case the public negate the awareness
of the products, intensified advertisement is again carried out
till at least half of the public especially target customers are
aware of the product. The products will now enter the public
market through a special launch and the attendance will have
their copies at discounted prices. Also customers will be
informed on the duration of discounted prices. The growth of
the business will be gauged on the goals achieved by the
business among its set goals and duration. The percentage of the
customers subscribing to the business products will also form
another basis for analyzing growth of the business. The duration
in which the business achieves its short term set goals will
determine the rate of growth of the business. The business will
therefore try to woo more customers to buy its products as its
strategic growth. Furthermore, venturing to regional and
international market in trying to get more customers will be a
growth factor of the business
Future
Vision
To produce quality and affordable magazine that commands the

6. biggest market share in Washington.
Goals
1) To enter into regional and international market.
2) To acquire its own base of operation.
3) To open more operating branches.
4) To employ more staff.
Industry
The business will operate under the print media
industry/magazine industry. This industry is charged with the
regulation and control of the print media which includes
magazines, newspapers and journals. Of all the activities carried
out under this industry, magazine industry has been least
ventured in terms of investments and resource output especially
in the local perspectives. This makes it a growing industry with
potential.
The business s being the production of the magazine, its major
activities will be collecting information in aviation industry,
putting it down in paper, typing, editing, printing, proofreading
and binding to come up with magazine.
This sector of magazine production holds a major
competitiveness due to quick venture by the privates sector,
which is proportional to its demands by members of the public.
Under this circumstances the kingpin of the business will play
on the technology used in production and quality of the
magazine produced. The availability of the raw materials
required to drive this sector of the industry are locally available
and also the presence of the qualified and less expensive
manpower of which are the key variables upholding the
dynamism of the industry at large.

7. Justification
Venturing into this business major factors are bound to affect
the business will be taken care of. Factors which include raw
material, manpower, economic, environmental and social factors
will be analyzed and strength of the business derived from these
factors. First and foremost, the raw materials which will be
required to produce the magazine are locally and readily
available. Locally, the country has paper producing industry
which will form the major raw material required for the
business. Therefore, the business will not spent large amount of
money on importation.
Secondly, the manpower that will be required to assemble the
raw materials and the all other facilities to be used will be
locally available and cheap. Considering the quality of
education in the country, the business is guaranteed to have
competent man power to drive the process of production thus
saving the business of the amount to train such manpower.
Thirdly, the economic factor which will involve finance and
capital required to start and keep the business in operation will
be acquired from the bank, small business enterprises, personal
saving, youth enterprise funds and charity of which all are
reliable sources of the business capital. Also the business will
be insured to cover risks which are likely to ground the
business.
The social factor will play a role in the business especially in
analyzing the customers of the business. This will include the
age bracket of the potential buyers and their income and views
of the customers concerning the business products. Also the
business will acquire itself with modern techniques of
production as this will be a major driving tool for its growth
and competition. Use of modern equipments tools facilities and
ICT enabled electronic equipment will facilitate the quick
research and production of the business products. This factor is
dynamic and thereafter the business will go as per its

8. availability and its usefulness will be analyzed on the quality of
the products.
Finally, the geographical factor which will determine the choice
of location of the business will be based on the existing
business in that location, support facilities and infrastructure.
Success of the business and their challenges will also be
considered under this factor.