The document describes a wedding and portrait photography business that offers custom stationery and album design in addition to photography services. It also mentions that the photographer occasionally assists other photographers. The summary provides an overview of the key services offered by the photography business in just 3 sentences.

1. Wedding & Portrait Photography
Custom related stationery & album design
I also help out other photographers from time to time
1

2. Personas – B2C
Name
Personal
- Age
- Gender
- Education
Family
- Spouse
- Children
- Relatives
Work
- Job
- Income
- Why
Live
- Where
- How long
- Why there
20-30
Female
Doesn’t matter
30-55
Female
Doesn’t matter
Single or engaged
No children
They won’t directly be
targeted
Married/Married with
children
They won’t directly be
targeted
Doesn’t matter
$30,000 - $60,000
If any less they won’t
be able to afford my
services
Doesn’t matter
$0 - $200,000
In this case spouse can
also pay for the services
Calgary & area
Doesn’t matter
Serendipity is a local
business
Calgary & area
Doesn’t matter
Serendipity is a local
business
2

3. Personas – B2B
Company Name:
Industry
Annual Revenues
Location
Person's Name:
Position in company?
How long in position?
Buyer or Influencer?
What are you selling them?
Product?
Service?
One time or ongoing?
Why are they buying from you?
Quicker delivery
Better quality
Cheaper
They don`t have skill or expertise
$ Benefit:
Annual Value $
Your cost to provide $
Margin $
Photography business
Photography
$100,000
Calgary & area
Photographer
Owner/operator
Buyer
Photo editing/second photographer
One time
Yes
Yes
and the time
my time/cost of commute
90%
3

4. Targets
Month:
Sales:
Number closed
Average sale $
Total revenue $
Conversion rate (sale/prospects)
Prospects:
Total prospects needed
Number of prospects
Conversion rate (prospects/visits)
Visitors:
Total visitors needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
Conversion rate (visits/impressions)
Impressions:
Total impressions needed
From search engine optimization
From paid ads
From social media
From networking
From traditional advertising
$12,000/month
6 months
$3000
$2700
4 weddings and 2 business to business
72
50%
144
25%
25%
25%
25%
36
36
36
36
4

5. Hub & Spoke Model
Facebook
posts
Facebook
ad
Paid adds
www
twitter
Wordpress
blog
5

6. Marketing Calendar
Marketing Idea
Post to blog
Send out tweets
Engage with other on Twitter
Facebook updates
LinkedIn updates
LinkedIn group discussions
LinkedIn Answers
Video on YouTube
Pin to Pinterest
Photos on Flickr
Slides on Slideshare
Comment on blogs
Publish eNewletter
Market an event
Market a community event
Add SEO keywords
Manage AdWords Campaign
Attend networking functions
Write reviews on Google Places
Write reviews on other sites
Review Google Analytics
Review KPIs
Publish a press release
Host a workshop
Host a conference
Sponsor an event
Update online citations
Give away Xmas gifts
Daily
Weekly
Monthly
Quarterly
Semi Annual
Annual
X1
X1
X1
X5
X5
X5
X5
X1
X1
X1
X1
X1
X1
6

7. Marketing Budget
Marketing Idea
Daily
Weekly
up date blog
2
Linkedin
2
Pinterest
Annual
5
twitter
Quarterly
2
up date facebook
Monthly
Semi
Annual
5
comment on other blogs
1
comment on facebook
1
7