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1 5.0 5.6 3.7 4.3 6.0 3.4 6.0 3.1.0 4.3 6.3 5.5 6.0 2.1 6.4 3.5 3.3 3.2 5.0 6.2 6.2 3.2 4.6 Table of Contents Mission Statement Executive Summary Overview Company Description Products & Services Market Opportunity Market Research Market Segmentation Strategic Relationships Intellectual Property Management Summary Management Team Organization Structure Personnel Plan Strategy and Implementation Summary Goals & Objectives Marketing Strategy SWOT Analysis Financial Plan Important Assumptions Break-Even Analysis Projected Profit & Loss Projected Cash Flow Projected Balance Sheet Business Ratios .1 4.1 3.
0 Mission Statement Our mission is to share knowledge and love of music. including graphic design elements. Adobe. we will communicate an unparalleled audio experience and strive towards the utmost level of professionalism. disc-jockey. the following duties and departmental tasks will be assigned to both parties in this manner: ● Dane Shoemaker will oversee all business operations. The company will provide a service to its clients and customers. and manager of marketing campaigns and financial/virtual assets. We will . remix producer.0 3. Jon Taylor will oversee all technical and professional aspects of the company. By promoting creativity and innovation. Apple. Our vision is to integrate traditional methods of DJ entertainment with technologies that exist on the web. Wordpress. and technical research & development. Traktor. disc-jockey. ● Dub City Sound will employ a lean small business model of the 21st Century. where profit will be derived through: 1) 2) 3) DJ Entertainment for all types of events Producing remixes for bands. and record labels Advertising and Promotions on its company website and self-funded events In the primary stages of the firm.1 Executive Summary Overview Company Description Dub City Sound. musicians. and social networking.0 3. 2. producer. Dane Shoemaker and Jon Taylor. offering a more customized and interactive solution for our fans. and Microsoft.1. creative remixing. LLC will serve as the collective business entity of its limited partners. including webmaster of the website. through live events. Ableton. Serato. utilizing a multitude of digital networking applications and music production software from companies such as Google. engaging in the following activities.
share files through its self-sustained FTP server. a more customized music play-list. We also see potential in offering promotions.utilize mobile app-friendly. and gain instantaneous feedback on projects through comments. constantly striving for prompt arrival. 2) Advertising We will generate profit from advertising on our website. and trusted by the people) and to build a devoted following of fans that can relate to the overall concept and brand. Our goal as a company is to share the immense wealth of music available on the internet -and beyond . for local businesses during DCS Creative Live Events.dubcitysound. however it is worth mentioning when traffic starts to increase and prices can be raised. “retweets”. e-mails. We will operate in an efficient and professional manner. in addition to data mined from the company website (www. YouTube. Customers and fans will also be able to see music that is being played .via social networking feeds or a specific rss feed on the website. unbiased.in real time .to the Greater Philadelphia Area. Dub City Sound will be able to tailor its’ clients’ musical needs based on analytics derived from social networking websites (Twitter. 3. both internally and externally. “likes”. both visual and audible. We will contract artists to design custom “dub city sound” apparel. This will be the least profitable sector of the company. process and analyze this data. and the demographic of the customer. as well as offer promotional periods where they exhibit there designs. This could serve as a large portion of profits if clients see value in this particular type of advertising. The members will be able to collaborate efficiently on projects through Google Apps. Facebook.com). faster set-up times. although initially will not derive any profit from its activities: . and greater interactivity from the crowd. open-source software in order to maximize our communication efforts. communicate via iPhone. and requests. The company will utilize its ever-increasing efficiency to acquire data. 3) Merchandising We will generate profit from t-shirts and selling music on our website. Dub City Sound will provide the following services. customer base. Soundcloud). playing music that is both appropriate for the atmosphere and mood of the event. as well as its virtual and real fans. and its ability to communicate this information to its members. in a centralized and cohesive location (unfiltered.2 Products & Services Dub City Sound will provide the following profitable services to its target market: 1) Live DJ Entertainment We will engage in a traditional method of disc jockey entertainment.
. This exposure will also help to promote both Dub City Sound. Dub City Sound will exploit this demand as a client-driven networking effect takes hold in the greater Philadelphia area and the internet. the broad market recession in the United States has left many companies with a decrease in cash flow and narrow profit margins. Philadelphia and its surrounding area. 2010.3 Market Opportunity As of December 1. 3) Dubcast Dubcast will provide a free internet-streaming platform for musicians.4 Market Research We have decided to include in our initial market for disc jockey services. This is all part of building a community in the local music scene. 3. People will revert to their most primal and satisfactory urges when financial times are bad. exhibiting the full repetoire of musical abilities.through Icecast internet streaming. Fortunately. however they choose.com and its affiliates. market forces indicate that in 2011. bands.whomever has the urge to spread their sound on the internet. A portion of the proceeds will benefit a local or regional charity. Delaware. live instruments. dj’s . copy it. 2) Independent Remixes Part of our belief in sharing knowledge in music. We will take submissions from musical entities in the area who wish to have their sound broadcasted on the internet. bars. we will see an upswing in consumer spending and aggregate demand for consumer products and services. and will often attend night clubs. speakers. the following counties for census research and target market demographics: Chester. as well as read a brief biography and a few pictures. This will likely involve multiple musicians. a section of our website will be devoted to profiling a local band or musician.1) DCS Creative Live Events On occassion. We believe that live DJ entertainment are at the very least. It has forced a lot of companies to cut costs across all departments. recession-proof. and they can then spread it. and at most. also product promotions from local and regional businesses. and the profiled musician or band. thrive during times of economic downturn. Dub City Sound will produce special live events. We hope this optimism will help fuel our operations as we capitalize on people’s propensity to celebrate their own good fortunes. as well as feeling a sense of community through online avenues and public forums of assembly. 3. and parties to help them forget their troubles. Customers and fans will be able to listen to a Dub City Sound remix from the band or musician. In exchange we maintain the right to ownership of the recording itself and will remain as freely distributable content throughout dubcitysound. including DJ’s.
Additionally. Q3.042 Delaware County Total Population: 555.561 Median Value of Owner-Occupied Homes: $224.018 Population of People with Household Income Greater than $75. All of the following data collected from the U.3 Population of People (Age 20-44): 180.Montgomery. and Q4 for fiscal year 2011.670 Median Age: 38.107 Median Age: 38. Finally.654 Number of Owner-Occupied Homes: 137.140 Population of People (21+): 395. we will concentrate our marketing efforts in select cities. as well as Ardmore. including all of Chester County.6 Population of People (Age 20-44): 156.2. we will generate a list of companies who represent competition towards our live DJ enterprise and gather data on potential nightlife establishments to target. Manayunk. SWOT Analysis).189 Median Monthly Rent: $1.306 Population of People with Household Income Greater than $75. Census Bureau (American Community Survey 2005-2009): Chester County Total Population: 486. we will attempt to analyze all of the data and describe a brief summary as we list the strengths and weaknesses of our competitors and target market (which will be used as backing data for Section 5. for the Q2.104 Median Value of Owner-Occupied Homes: $328.S.636 Number of Owner-Occupied Homes: 147.246 Population of People (21+): 342. Initially. and Philadelphia.000: 64.341 Median Monthly Rent: $881 Montgomery County Total Population: 776.900 Population of People Renting: 36.000: Major Competitors Schaffer Sound Productions .400 Population of People Renting: 54.301 Population of People with Household Income Greater than $75.000: 83.
as well as any other visual and textual media. etc. Audio content that is originally produced by DCS will be reserved under a legal copyright. This demographic. and Philadelphia County. and at this stage of Dub City Sound. or those who frequent the bar scene in surrounding areas.S. will belong to Dub City Sound. Another important relationship. customers.7 Intellectual Property All content on the website. who appreciate music. . Our web content. will be reserved under a U. Delaware. Montgomery. We will also be catering to private parties. will be anyone who wants to some sort of event. unless explicitly stated. more global scale pertaining to related websites and sponsors. would be with a recording studio engineer. birthdays. 3. has no boundaries in regards to customer demographics. We strive to uphold the best in professional and courteous customer service when making deals with establishments and private clients. the logo. Advertising on the website will be segmented on a broader. It is pertinent that we develop a long-term relationship with a graphic design artist and web developer in which we can stay in contact with when adding new visual content to mixtapes and the website.Crater Brothers DJ Service Ryan Rhythm DJ’s Silver Sound Steve & Company John Scibello 3.6 Strategic Relationships A business of this nature requires strong relationship building. who already consider themselves fans of the local music scene. LLC. essentially. more in the long term. as well as a mastering engineer. Trademark agreement. Furthermore. when we plan on producing more original music. More specifically. producers. Dub City Sound will also cultivate a strong sense of community among like-minded DJ’s. remixes of the month.5 Market Segmentation Our focused market segmentation will include residents of Chester. both online and during live events. 3. and musicians/bands in which we remix and promote. including formals. our DJ entertainment market will include people 20-40. and social networking conversations will likely engage “fans” of all ages. and online fans. especially people in the greater Philadelphia area. between our clients. graduations.
This would be someone who brings synergy to the DCS team. 4. in the future it is likely we would bring on additional limited partners. we wish to maintain this structure as a free-flow of information is a core competency to our success. Remixes) Legal. the manner in which we communicate internally.) 4. Sales. or someone who possesses skills. Tax Jon Taylor Operations (Disc Jockey.2 Organization Structure The structure of Dub City Sound will be positioned in a horizontal manner.0 4. They will be in charge of the following departmental tasks. doing live disc jockey. or handling some other business aspect. organizing music.3 Internal Communication This section will outline in detail. New Accounts) Operations (Disc Jockey. Dane Shoemaker and Jon Taylor. someone who is capable of producing music. as described in Section 3. initially. etc. Dane Shoemaker Marketing (Promotion. intelligence. or some other valued component that would . where communication and efficiency of information exchanges are valued over a bureaucratic chain of command. However. Tax 4. Musical Inventory) Marketing (New Accounts) Legal. Dane Shoemaker and Jon Taylor. it will discuss contingents in the event of a customer request. Specifically.4.1 Management Summary Management Team The management team will consist. Webmaster. which at this time is not available.4 Personnel Plan Presently. an unforeseen problem. In the event of hiring new personnel. the only personnel are Dub City Sound’s limited partners. resources. or means of communication that will increase business efficiency (such as uploading content.1 (Company Description).
Furthermore. and providing a contracted amount of work. it is likely in the event of the company’s success. that we would bring in employees. we would compensate the DJ’s an amount of money that is agreed upon in contract. less experienced DJ’s in which we would be charged with training. In exchange for the expanded business they would provide for us. .benefit the company. These employees would represent younger.
dub. The main goal of our marketing strategy is to generate as much traffic as we can to the website. live.000 Facebook fans 1.2. we hope to accomplish three-times (plus net $1000) the objectives listed above. We hope to generate: ● ● ● ● ● ● ● ● ● ● 1. or in planning) 5 Private Customer Events 5 Residency/Temporary positions at local bars. chester county. We hope to accomplish these items by the end of the fiscal year. as well as utilizing some guerrilla tactics.1 Strategy and Implementation Summary Goals & Objectives We see Dub City Sound positioning itself as a friendly company that exudes a great deal of value on its customers and fans. house. 5. We believe this is somewhat realistic. unfollow any twitter followers. ableton.000 YouTube Views 10.000 Twitter followers 200 Newsletter subscribers 1.000 Downloads 10. Next.5. We hope to maintain a strong sense of community through our music and website. as growth is expected to be rapid in the first year. technics. Repeat this .2 Marketing Strategy We will begin our marketing strategy in an organized and precise manner.0 5. denon. The objectives listed above serve as a benchmark for continued success. By the end of fiscal year 2. behringer. disc jockey. chester. golden. golden rams. including key words contained in their account name or background information: music. pennsylvania. serato. our strategy depends on online marketing efforts. west chester.000 Website Hits $0 Net Income (break-even) 2 Creative Live Events (produced. They must share a similar interest or piece of metadata. working the systems gaining increased exposure. rams. yellow. dub-c. clubs. Quantifying these terms allows us to objectively evaluate our market presence. covered in detail below: 5. electro. ableton live. DJ. First. philly.1 Twitter Routinely “follow” between 25-50 entities every 24-48 hours. that have not chosen to follow you back. philadelphia. etc. gold.
etc. In theory this method is proven to generate 1.2. mixed together as if it was done live. and allows for a continuous experience in navigating friendship networks.0). driving users who fit our target market. The packet will consist of: ● ● A well written One-sheet. as we deem necessary. and send this to a strategic list of bars and clubs in Chester County. as to generate some curiosity for the website. 5. we will use locational “check-ins” to notify fans of what bar or event we will be playing music at.We plan on utilizing this technology heavily in the initial guerilla marketing campaign.2. We will create stickers with a qr code and a brief. These flyers can also be put up on abandoned buildings. Next. parks. Facebook is a step up in visual stimuli from twitter.3 SWOT Analysis . in a way that will intrigue managers. utilizing its vast array of profile data and overall user metrics. catchy tag line hoping to incite curiosity. both public and private.2 Facebook Use facebook as the extension of the website. This will feature a list of tomorrow’s hottest singles. generating some interested clients. as well as contact information and links to the website and social networks. and through a numbers game. telephone poles.4 Guerrilla This will involve sending out as much marketing material into the general public as possible. First. 5. 5. place stickers in discrete places. as a way of adversiting the overall company. outlining our services and overall concept of Dub City Sound. 5. to the website and Facebook page. upwards of 6 hours of music).000’s of followers as being part one of the online marketing strategy. flyers for our DJ services can be put up on any bulletin in any type of establishment.5 Private Club Soliciting We will put together a packet of information. Additionally. A collection of mixtapes (probably 2-3. We will utilize Facebook’s advertising platform.every 2-3 days for a few weeks. such as bar bathrooms. QR Codes . The cost of these flyers and stickers will be outlined in the financial section (6. The mixtape collection should feature music.2.
and the utilization of online marketing tools and methods of distribution.Strengths We believe our strengths will be focused on: 1) our ability to implement digital technology with traditional analog methods of audio reproduction. cohesive brand identity. mixtapes. 2) Our competitors lack of presence on these platforms. where their customers have no “personal” glimpse of the company. with a holistic focus on the user experience. intuitive website. 2) Lack of Opportunities We see opportunities in: 1) The increased utilization of social networking and location-based blogging platforms. in both the physical set-up of DJ equipment during live sessions. and 3) the manner in which we cooperate with our customers . marketing materials. 2) our strong. Weaknesses We believe our weaknesses are: 1) Lack of business management and DJ experience in comparison to mature industry competitors. including . with a smart looking graphic.we are a service-oriented company and therefore it is the utmost importance that we continually strive to satisfy their every need. and positive emotional reaction.
small businesses are celebrated and rewarded for their hard work.2 6. Threats We see minimal threats to our business plan: 1) Tax increases could potentially hurt us in the long run 2) Our success relies on the propensity of people to spend money at drinking establishments. our business would ultimately suffer. promoting the company at similar industry events. and handing out flyers or postcards.5 6. Contests We could award people monetary or non-monetary consolation prizes based on their help in “spreading the word” by suggesting the facebook page to friends. and music videos.3 6.0 6. 5. If the economic climate of Chester County was to suddenly shift away from people attempting to have a good time (however highly unlikely). and ultimately drive growth. 3) The current state of the economy allows for an unconventional approach to traditional business models. mixtapes. Some of these prizes could include free t-shirts.6 Financial Plan Important Assumptions Break-Even Analysis Projected Profit & Loss Projected Cash Flow Projected Balance Sheet Business Ratios . and at this time.4 Promotional Tools Some promotional tools that are likely to drive traffic to the website. 6. remixes.4 6.media content such as downloadable mixtapes. and we need to take advantage of this optimism.1 6. accrue a devoted following. or concert/event tickets in the local area.
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