Leah's Cartooning Parties provides affordable, interactive cartooning workshops for children, teens, and seniors. They currently offer in-person workshops but want to expand online to reach more customers nationally and internationally. Their workshops provide an entertaining and educational art experience. They will also offer cartoon-themed merchandise like activity books and instructional DVDs. To grow their business, they will focus on maintaining relationships with current customers and discovering new customers through word-of-mouth and social media who are interested in artistic entertainment.

1. 1
Sales Plan Project: Leah’s Cartooning Parties, Inc.
Leah Lopez
MAR 4413
St. Petersburg College

2. 2
Executive/Need Summary
Customer pain point(s):
Customers want affordable, artistic, entertainment for children for after-school programs, events,
and parties. They also want their children to be exposed to art as less priority is given to the art in
schools.
Target market:
Children are our main market, but we find teenagers and senior citizens have just as much fun as
the kids do, thus there is demand for these groups as well.
Why we’re here:
Leah’s Cartooning Parties, Inc. exists to bring back art in people’s lives and uncover previously
undiscovered artistic talent. We think art is important as a brain exercise, motor skill
development (in children), teaching a balance of following instructions and expressing creative
freedoms, and therapy and fun (for teens and seniors). We can accomplish this by traveling to
local public and private facilities and homes to host in-person cartooning workshops. We can
also reach the country by our future merchandise such as how-to-draw DVDs and activity books.
Our site can also host web-conferenced live workshops so people all around the country and
world can have the “workshop” experience.
Customer (top 5):
1. Parents
2. Librarians
3. Senior citizen facility managers
4. Teen group/anime club leaders
5. Daycares
Call-to-action:
Visit www.cartooningparties.com and/or e-mail cartoonparty@hotmail.com for more info and to
book an affordable, interactive, artistic program!

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Table of Contents
Executive Summary- pg. 2
Table of Contents- pg. 3
Customer- pg. 4
Where We’ve Been- pg. 4-5
Relationship Strategy- pg. 5
Developing Personal Selling Philosophy- pg. 6
Developing Product Strategy- pg. 7
Total Product Concept- pg. 7
Top Customer Prospects- pg. 8
Developing Customer Strategy- pg. 9
Presentation Strategy- pg. 9-10
Customer Needs, Discovery, and Negotiation- pg. 10-14
Conclusion- pg. 14

4. 4
Customer
Customer Pain Point Story
Carol heads programs for latchkey kids at a church. She has a limited budget, but knows children
need productive activities (particularly art) to keep them entertained and the “creative side” of
their brains exercised- especially since schools are doing away with art.
Customer pain points in niche target
Customer
Interview
(Name/Date)
Major Pain
Points/Needs
Other Customer
Comments/Ideas/ Suggestions
Interviewer
Comment
Janean Cheap workshops
for week-long
church camp
Loves workshop; got to add up
(pricey) for week-long
Maybe I can offer
merchandise or we
can reduce # of
workshops instead of
all or nothing
Jane Merchandise
(DVD)
Keep senior citizens in mind by
making products
available/marketed to us as
well.
Sounds great. Need
to start working on it
soon
Jen Library Thinks workshop is super
quality and first-rate, thinks this
business can go further.
We are working hard
to grow 
Amile Likes art for kids
and is interested in
future web-
conferenced
workshops
Had a workshop at home for a
girls softball team. This was the
person who originally came up
with the idea of web-conference
workshops
Sounds awesome!
Total #: 4 4 4
Customer profile story
The niche target market for our standard in-person cartooning workshop is the parents of
children of both genders from ages 5-12 from middle-low income to high income families. Our
secondary target market is senior citizens that are part of a “senior’s club”, living in assisted
living community, or part of a senior center in a library.
Where We’ve Been
Leah’s Cartooning Parties, Inc. was founded in 2006 to teach children, teens, and seniors how to
draw and color cartoons and/or anime characters. We have traveled to libraries, parks & rec.
centers, daycares, schools, and churches in several Florida counties to teach cartooning. We are

5. 5
currently working on evolving our business to reach more people (nationally and possibly
internationally).
A. In 2005, Leah gave her very first cartooning workshop at her local library. When it
was such a success (150 participants showed up!) Leah thought this would be a great
business idea and felt that other libraries and parents would be interested in cartooning
workshops for their children. In 2006, Leah and her family incorporated this business and
traveled to many libraries, events, and houses to teach though these workshops. They
came to realize the potential of magnitude that this business could reach and the benefits
of art: such as motor skill development, following instructions, creative freedom, and
therapeutic benefits.
B. We can provide: a quality cartooning workshop by a qualified instructor at a low price.
This workshop is very entertaining and interactive.
C. Our mission is providing quality, entertaining cartooning services and products to
people who want to learn how to draw and color cartoons.
Our vision is to get people all over the country (and world) interested in art in a fun and
entertaining way with Leah’s Cartooning Parties.
Our strategy is reach the country in the world by means of modern technology (shipping,
internet, etc.)
Our values is to put our participants first and give them the most quality workshop or
product that we can and also tailor it to their needs.
Relationship Strategy
Before workshops (if possible), we will find the needs of the participants- what do they want to
draw and learn? We try to cater as much as possible to those who draw with us. Our quality
resides in the talent of the instructor, the interactivity/friendliness of the instructor and staff, and
the tailoring of the experience to the participants as much as possible. We are friendly,
entertaining, and approachable when we are face-to-face with people; we also want our
customers to feel those same feelings about us when visiting our website or calling us. We keep
our website youthful-looking and inviting, which has a positive psychological effect. We also
want to hear back from our participants about what they liked and what we can do to improve
ourselves. Though feedback must ALWAYS continue, gathering feedback is most important at
the beginning as we get our bearings and start to focus on a general type of customer(s) and settle
more into the way we do things. “Here are the 5 best ways to get consistent (and high quality)
feedback from your customers: surveys, feedback boxes, reach out directly, user activity, and
usability Tests (5 Best Ways, 2014).”

6. 6
Developing a Personal Selling Philosophy/Solution to Customer Pain Point
The customers want quality, artsy entertainment for kids. Teens and seniors are also like variants
of this workshop. We are unique in that we can offer a low cost and quality without any
compromising of one or the other! Our dilemma has been whether to focus more on in-person
live workshops or online live workshops. We have discovered our best opportunity for growth is
online. We can offer even lower costs by doing web-conferenced workshops (we don’t have to
supply materials, incur travel costs, or do set-up and travel time). We can reach a whole nation
(even countries) this way; I don't think it is possible to reach such a large amount of people and
grow large by only traveling to the several Florida counties that we are capable of
accommodating. By doing both face to face and online workshops (with a larger focus online),
we can provide cartooning and anime workshops and merchandise to basically everyone of every
age group- including special needs people, people who are unable to leave their homes, and long-
distance participants. We want to grow big so that our mission- keeping the arts alive and
exposing people to the benefits of drawing- is better fulfilled.
ASSESSMENT FORM 1
Salesperson: Leah Lopez
Assessment Item Score [10-excellent to 0-did not do]
1. Conducted good verbal instructions 9
2. Made good nonverbal introduction 8
3. Communicated call objectives 8
4. Verbalized effective comments and compliments 10
5. Kept conversation focused on customer topics 10
6. Took effective non-distractive notes 9
7. Attractively showed material on convention center 10
8. Made specific benefit statement 8
9. Effectively inquired about convention needs 9
10. Effectively thanked customer 9
Relationship presentation: 90 total points

7. 7
Developing a Product Strategy
Our products are as follows:
Face-to-face workshop- Is an hour-long quality cartooning workshop where participants follow
Leah’s step-by-step instruction to create cartoons (example: if Leah draws a circle and a line, the
participants copy). Leah has a large easel and pad of paper at the head of the class that she uses
for instruction. All of the participants have paper, pencils, and crayons to follow along. After a
cartoon drawing is finished, it is then colored. Participants take creative liberties after the
coloring and add their own details and flair to their cartoons. Throughout the workshop Leah is
entertaining and exchanges light-hearted dialogue with the audience and answers questions.
Merchandise (future product)- This will be coloring/activity books as well as a series of how-to-
draw DVDs. Each DVD will be about 45 minutes. Long and will have a theme (safari, pets, etc.)
Online workshop (future service)- Our online workshop is almost the same as our face-to-face
workshop only it done through the internet (anyone around the world can participate) so
participants must have their own supplies.
The Total Product Concept
Product (Generic): Cartooning workshops and how-to-draw merchandise
Expected Product (Customer’s Perception): Fun, slightly educational, interactive art workshop
Value-added product (Salesperson’s knowledge): We will provide an interactive, high-quality
art program that gets kids and seniors inspired to be artistic outside the classroom.
Potential Product (mutually discovered possibilities): We ask for feedback to continue adapting
to what customers want.

8. 8
Top Customer Prospects
Sales
Contact
Name
Job
Description Their Need
Value
Proposition/USP
Means of
communication
Date
start
Date
end
Project
status -
green,
yellow,
red.
Nancy M.
Leadership
Training
face-to-face
wkshp or
online
wkshp Fun and quality
phone, e-mail,
in-person 2012
Long-
term yellow
Pat Z.
Church
senior
group
leader
face to face
workshop
Low price, fun,
entertainment phone 2013 2013 green
Amile
Softball
coach
online
workshops Fun e-mail, phone 2010 2010 yellow
Janean
Chuch
youth camp
leader
face-to-face
workshops Fun e-mail 2007 2012 red
Jane retired merchandise Learning art in person 2008 2010 yellow
Jaspreet
Indian
community
event
organizer
face-to-face
workshops Quality e-mail 2012 2012 green
Manoogians Family
online
workshops Fun phone 2012
Long-
term yellow
Wilfingers Family
online
workshops Fun e-mail 2014
Long-
term yellow
Martha
senior
assisted
living
facility
all we have
to offer Fun phone 2008 2008 yellow
ASSESMENT FORM 2
Assessment
Item
Excellent Average Poor Did not Do
Effectively
reestablished
relationship
10 9 8 7 6 5 0
Communicated
positive body
language
10 9 8 7 6 5 0

9. 9
Communicated
positive verbal
language
10 9 8 7 6 5 0
Used
customer’s
name
effectively
10 9 8 7 6 5 0
Asked general
survey
questions to
secure facts
10 9 8 7 6 5 0
Verified
customer needs
with good
confirmation
questions
10 9 8 7 6 5 6
Asked specific
questions to
discover special
problems
10 9 8 7 6 5 0
Appeared to
take effective
notes
10 9 8 7 6 5 0
Effectively set
up next
appointment
10 9 8 7 6 5 0
Discovering
Customer
Needs
Presentation
Score:
78
Developing a Customer Strategy
People book our workshops and are interested in our merchandise because they think it is a
constructive way for their kids to be entertained and to learn about art. Seniors are motivated by
the fun and therapeutic part of art. We need to reach out to those who already have their hand
out; meaning, we should search for discover people, through social media and word of mouth,
that seem to be interested in artistic entertainment (for themselves or their kids) because these
will be the most likely customers.
Presentation Strategy
For too long we have focused on the mindset of a 1 time event (for workshops out of the
library/parks realm) instead of following up with customers and trying to maintain a good

10. 10
relationship with them. Once we “pitch” our workshops and get the job, the marketing manager
should follow up afterwards. If the event was a birthday, we should send out an e-mail or
promotional card every year around the birthday month to remind the parents that we are an
option. We should send out a “what’s new” e-mail once in awhile to our customers to show them
things they may be interested in and to remind them of our existence. After most workshops, we
should call (if contact is reached, 1 call is sufficient; attempt to call 2 times and leave voice
message if contact is not reached) either 6 months or 1 year later to see if they are interested in
booking again.
Business Contract Worksheet
Method of Approach What I Will Say
1.) Agenda 1.) Thanks for taking a few minutes to
speak with me. I want to share how Leah’s
Cartooning Parties can fulfill your needs.
2.) Product 2.) We offer high quality, very reasonably
priced cartooning workshops face-to-face
and online. We also offer how-to-draw
merchandise.
3.) Customer Benefit 3.) In our program, everyone gets to
participate in a fun, entertaining, art
workshop.
4.) Referral 4.) (insert person’s name) told me that you
might be interested in what we have to
offer
5.) Question 5.) Do your kids have art class in school?
Do you want your kids to have a fun,
artistic experience?
Does your seniors group want to
experience the fun and therapeutic benefits
of art?
6.) Survey 6.) How many participants do you think
you could get together for a cartooning
workshop?
7.) Premium 7.) I would like to give you a flyer and
business card with our information and
what we offer.

11. 11
Customer Need Discovery
Preplanned Questions Customer Response
Do you need a fun, interactive,
entertaining, art-based program for you
or your child’s next birthday or for an
event?
Do you or your children enjoy
interactive entertainment?
Do you enjoy quality art instruction for
you or your children?
Would you be interested in trying Leah’s
Cartooning Parties, Inc. for your next
birthday, event, etc.?
Strategic
Planning for
Approach
Actions During
Approach

12. 12
Strategic
Planning for
Presentation
Actions During
Presentation
1. Review prospect
information
2. Review buying
motives
3. Review product
selection
4. Select need-
satisfaction
presentation strategy
5. Develop consultative
presentation plan
that adds value
6. Rehearse
presentation
1. Re-establish
relationship
2. Confirm buying
conditions
3. Present specific
benefits
4. Conduct appropriate
demonstrations
5. Confirm customer
understanding
6. Negotiate concerns,
close and service the
sale
Question Need Discovery
Referral

13. 13
Demonstration Worksheet
Feature to be
Demonstrated
Proof Device to be
Used
What I Will Say What I or the
Customer Will Do
Quality of our
products
Video and feedback on
website
Check out our videos
and what people are
saying about our
products
Customer will check it
out
ASSESMENT FORM 3
Assessment
Item
Excellent Average Poor Did not Do
Reestablished
good
relationship
10 9 8 7 6 5 0
Confirmed
needs from
previous
meeting
10 9 8 7 6 5 0
Made solution
sound
appealing
10 9 8 7 6 5 0
Used proof
devices to
prove sales
appeals
10 9 8 7 6 5 0
Verified
customer’s
understanding
of solution
10 9 8 7 6 5 0
Negotiated
price objection
10 9 8 7 6 5 6
Negotiated time
objection
10 9 8 7 6 5 0
Negotiated
source
objection
10 9 8 7 6 5 0

14. 14
Serviced the
sale
10 9 8 7 6 5 0
Discovering
Customer
Needs
Presentation
Score:
85
Negotiations Worksheet
Customers Concern Type of Concern Possible Response
If only we had a little
more money….
Price Participants can pitch in
to lighten the cost for each
person.
We like our cheaper
entertainment from
(competitor)
Source Would there be a
circumstance where you
might want to try
something different?
“Be honest, genuine, and most of all, contrary. Don’t sell them, but inspire their confidence in
you as an a person of integrity (Tips on Approach, 2014).” Hints of closing the sale can be the
customer asking how much the workshops are. They might also think about who they would get
together for a workshop. Interest can be seen as a sign that we may be approaching a closing.
Sales Call Plan
Salesperson: Leah Lopez For Week ending: May 9, 2014
Territory: Hillsborough, Pinellas, and Pasco Days Worked: Will work 5
Planned telephone calls: 3
Planned presentations: 1
Companies called on Date Comments about call

15. 15
Conclusion
Check out our Website, YouTube, and Facebook pages to learn more about what we have to
offer. Contact us at (813) 885-7941 or by E-mail: cartoonparty@hotmail.com to discuss
bookings, etc.
References
The 5 Best Ways to Get Feedback from Your Customers. (n.d.). The 5 Best Ways to Get
Feedback from Your Customers. Retrieved May 3, 2014, from
http://blog.kissmetrics.com/best-ways-to-get-feedback/
Tips on How to Approach and Get the 'Big Sale' Closed. (n.d.). Rescue a CEO. Retrieved May 3,
2014, from http://rescue.ceoblognation.com/2013/03/18/tips-on-how-to-approach-and-
get-the-big-sale-closed/