TECHNICAL UNIVERSITY OF MOMBASA

SCHOOL OF HUMANITIES AND SOCIAL SCIENCES

DEPARTMENT OF COMMUNICATION

NAME: FATMA HATIB SALIM

REG NO: DPR/0041/2020

COURSE: PUBLIC RELATIONS

BUSINESS PLAN

SUBMITTED TO: LEC EVANS SAGALA

DATE:

i
MATFAS AGENDA SETTERS

By

Fatma hatib salim

Final document

Department of communication studies

Technical university of Mombasa

In Partial Fulfillment

Of the requirement for the Diploma of

Public relations

Date

ii
 DECLARATION

This business plan is my original work and it has not been presented for the award of a diploma
in any other university.

Fatma Hatib Salim

DPR/0041/2020

Signature

iii
 ACKNOWLEDGMENT

First of all, I would like to thank the Almighty God who has always guided me to work on this
business plan.

I would like to express my special thanks and gratitude to my lecturer Lec Evans Sagala who
gave me the golden opportunity to do this wonderful business plan.

Secondly, I would like also to thank my parents and friends who helped me a lot in finalizing this
business plan within the limited time frame.

I extend my gratitude to TECHNICAL UNIVERSITY OF MOMBASA for giving me this

opportunity. Last but not least gratitude goes to all my friends and family who directly or
indirectly helped me to complete this business plan.

iv
Table of Contents
DECLARATION.............................................................................................................................3

ACKNOWLEDGMENT.................................................................................................................4

MATFAS AGENDA SETTERS.....................................................................................................5

EXECUTIVE SUMMARY.............................................................................................................5

CHAPTER ONE..............................................................................................................................7

1.1 BUSINESS DESCRIPTION..................................................................................................7

1.2 BUSINESS LOCATION.......................................................................................................7

1.3 BUSINESS ADDRESS..........................................................................................................7

1.4 FORMS OF BUSINESS OWNERSHIP................................................................................7

1.5 PRODUCTS AND SERVICES.............................................................................................8

1.6 NATURE OPPORTUNITIES................................................................................................8

1.7 JUSTIFICATION OF THE BUSINESS................................................................................8

1.8 GOALS AND OBJECTIVES................................................................................................8

1.8.1 Goals................................................................................................................................8

1.8.2 Objectives........................................................................................................................9

1.9 ENTRY PLAN.......................................................................................................................9

CHAPTER TWO...........................................................................................................................10

2.1 MARKETING PLAN..........................................................................................................10

2.2 MARKETING OBJECTIVES.............................................................................................10

2.3 BENEFITS TO CUSTOMERS............................................................................................10

2.4 BUSINESS PROMOTION..................................................................................................10

v
 MATFAS AGENDA SETTERS

EXECUTIVE SUMMARY.

Matfas focuses on using its platform provided so as to influence and reveal the agendas of the
citizens of the country.

We offer advertising packages for companies, individual, group so as to boost the range or
coverage of the provided products to be advertised.

Our Media house will be highly viewed due to the passion and the enthusiasm of our staff
especially our upcoming journalists who have shown bravery and have recognized thus making
our media house highly regarded.

The services provided by Matfas will be according to our client’s specification, consultation and
the well punctuated reservations.

Mission

To provide a platform where the citizens can express their agenda that the world can see in day
to day news circulating around the world.

Vision

Determining how media’s news coverage focus of the public attention.

BUSINESS DESCRIPTION

Matfas aims to deliver important news to people by finding the best way to do so through
priming, gatekeeping and angling.

MARKETING PLAN

Matfas is an organization which its sole purpose is to deliver important and relevant agendas to
the people and using the best ways in bringing those agendas into the light. The methods that will
be used throughout the organization operating period are gatekeeping, framing and angling.
These methods will play deep roles into the organizations action day to day function.

vi
ORGANISATIONAND MANAGEMENT PLAN

The organization plan of Matfas will have a structure or formation whereby the top management
will include the Board of Directors, CEOs and Chief Finance Officer while the middle
management includes the Supervisors and the lower management will be the employees,
journalists, editors and anchors.

Matfas shall follow the process in recruiting:

 Identification of vacancy
 Preparation of job description and job specification
 Selection of sources
 Managing the response

The promotion of the employees to upper position will be based on performance and increase of
educational background.

vii
 CHAPTER ONE

1.1 BUSINESS DESCRIPTION

The name of the proposed business will be MATFAS AGENDA SETTERS COMPANY.

Matfas is a combination of two name FATMA and FASHA. The name is also very easy to be
remembered by new people in the area. I will be the owner of the company and thus all the
management will work under my own supervision.

1.2 BUSINESS LOCATION

The business will be located at Haile Selassie Avenue in Mombasa County. The main reason for
this particular business to be located in Mombasa is because, Mombasa is friendly hub where the
culture and the people are warm heated and always speak their minds. An organization like ours
will thrive due to the straight forwardness of the people and the media will provide an out lets for
the people to be heard.

1.3 BUSINESS ADDRESS

MATFAS AGENDA SETTERS

P.O BOX 439-80100

MOMBASA

EMAIL: Matfasagendasetterscompany@gmail.com

TEL: 0792635890

1.4 FORMS OF BUSINESS OWNERSHIP

The proposed business will be a sole proprietorship whereby the owner will be the top
management and will get help from the lower management. The owner of will contribute 50% of

8
the starting capital then 25% will get a loan from the bank and the rest 25% will be collected
from family and friends.

1.5 PRODUCTS AND SERVICES

Mostly our organization will provide services like access to our airtime provided by the network
hence, the people will be able to see and possibly buy the products due to the friendly rapport
established by the organization. Other services will be broadcasting news to the people because
news is an essential part of the human life thus, keeping citizens updated on the matters of the
world. It can also be used as a teaching center for the upcoming learners who want to pursue a
career in media hence, a learning institute.

The organization will diversity in the market by selling of media products to the upcoming media
house or provide assistance to the competing production houses. These products include sound
recording, software products, newspapers and different books.

1.6 NATURE OPPORTUNITIES

The aim of starting the production house is because of lack of unknown media houses and the
one which has no capacity of delivering quality and assured agendas of the people.

Due to the unemployment status of our county, our production house will provide job
opportunities and inducts students into the media world.

1.7 JUSTIFICATION OF THE BUSINESS

Due to unique business opportunities, we decided to come up with this ide since there was
availability of security which is the main thing that motivated the owner since the company will
be secured for our customer’s safety since their safety and security is our first priority.

9
1.8 GOALS AND OBJECTIVES

1.8.1 Goals

 The business after penetration will open other sub-branches within areas where there are
more customers.
 Increase social media posting to three times a week.
 Hire three students who have completed their studies and have an experience of at least 2
years in the field of mass communication.
 Create a profile on a new social media channel.

1.8.2 Objectives

 To create employment opportunities to people in the field of mass communication.

 To increase profit while running the business.
 To strengthen customer services by broadcasting different news to them on daily basis.

1.9 ENTRY PLAN

In order for the people to be aware of MATFAS AGENDA SETTERS COMPANY, on the
opening ceremony, Matfas will invite media personalities which will create a buzz on the market
hence attracting the public to the organization.

Our chief of guest will be Samuel Macharia also known as S.K Macharia who is the founder
member of Kenyan Royal Media Services the largest private radio and television network in
Eastern Africa. Also there will be T shirts offer for the 20 people to book with us.

10
 CHAPTER TWO

2.1 MARKETING PLAN

We will welcome all people in the collaboration with the company investors and clients who
advertise products and promote them as well as the organization competitors.

2.2 MARKETING OBJECTIVES

 Make 50% of the county tune in or subscribe to our channel.

 Publicity and positive image should be clear hence the organization must appear spotless
and full of integrity.
 Gain government approval and grants or collaboration of projects with the government.

2.3 BENEFITS TO CUSTOMERS

 Job creation and employment opportunities hence raising standards of living.

 Create awareness to the people.
 Technological advancement of the customers.

2.4 BUSINESS PROMOTION

During the process of unveiling the business shall use different ways to create awareness to
customers all around the county by revealing the business and its quality products and services
so that the consumer may choose. Process of promoting the business can be done through the
following methods;

 Use social media platforms by hiring online marketing specialized.

 We will introduce special offers for customer’s beginners that is buy one get one free.
 Use of sign posters. This will entail well designed company name and services or
products offered.

11