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A business plan for Fluence New Marketing that was developed for Shanduka Black Umbrellas
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1997
1998 2001
Optimise the InternetBECOME AND STAY THE DIGITAL MARKETING AGENCY OF CHOICE FOR SMALL AND
MEDIUM ENTERPRISES IN THE CITY OF DURBAN AND SURROUNDS
24 CLIENTS13% TAKEOVER
BUSINESS
HOSTING - 15 CLIENTS - R1800 PM
DMSP - 7 CLIENTS - R5200 PM
SMM - 2 CLIENTS - R4100 PM
OO - 1 CLIENT - R5000 PM
ADS - 1 PORTAL - R650 PM
MANAGEABLE PAYMENTS CUSTOMER EDUCATION INCUBATOR SELECTION
DURBAN-BRED FORMAL BUSINESSES
BRANDED SMME NETWORKS
AGENCY INVASIONFULL INCUBATION
STRENGTH
WEAKNESS
OPPORTUNITY
THREAT
CAPACITY TO HANDLE VOLUME OFWORK WE CAN GET
MANAGEABLE PAYMENT PLANSCUSTOMER EDUCATION
INTERN PROGRAMMEOUTSOURCE NON-CORE WORK
SEMINARS/TALKSINFORMAL NETWORKING EVENTS
STRATEGIC PARTNERSHIPSPROVE BUSINESS
MARKET STRUCTURENITSAK
FLUENCE NEW MARKETING
NETREPCYBERTEK
DIGITLAB
TRUDON CARVER MEDIA
BRABYS
WEB WEBBELLBOY
WEB WEBWEB
WEB WEBWEB
IMMEDIA
WEBSITES
SOCIAL MEDIA
CONTENT
SEARCH
HOSTING
WEB PR
APPS
AD SALES
BLOGGING
COPY
DESIGN DEV
DISTRIBUTION CHANNELSINBOUND MARKETING – GETTING FOUND
LEAD GENERATION
DIRECT EMAIL
WORD OF MOUTH
OFFLINE NETWORKING
ONGOING EMAIL CORRESPONDENCE ABOUTADVANTAGES OF SOCIAL MEDIA MARKETING
OWNER READ MY PROFILE AFTER I INITIATED CONNECTION REQUEST
THE OWNER WAS REFERRED TO US BY THE DURBAN CHAMBER
MET OWNER AT NETWORKING EVENT AND KEPT IN CONTACT
CUSTOMER ACQUISITION
SOMEONE I INTERACT WITH ONLINE EATSTHERE AND TOLD THE OWNER
DIRECT REFERRAL
SOCIAL NETWORKS OWNER LEARNT WHAT WE DO VIA FACEBOOK
AND REQUESTED E-MEETING
DISTRIBUTION CHANNELS
BUSINESS MODEL
FLUENCE NEW
MARKETING
MICRO ENTERPRISE
CREATE CONTENT
SEARCH ENGINES
START-UP
BRAND
STRATEGY
SOCIAL NETWORKS
WEBSITE
CLIENT
BRAND EQUITY
SALES
THOUGHTLEADERSHIP
FINDABILITY
RESEARCH
COMPETITIONNITSAK
FLUENCE NEW MARKETING
NETREPCYBERTEK
DIGITLAB
TRUDON LACONIC
BRABYS
CARVER WEBBELLBOY
WEB WEBWEB
WEB WEBWEB
IMMEDIA
WEBSITES
SOCIAL MEDIA
CONTENT
SEARCH
COST STRUCTURE
COSTS
OUTSOURCED SERVICES
COMPUTER EQUIPMENT
CONNECTIVITY
RENT
TRAVEL
BANK CHARGES
DEBIT ORDERS, PROGRAMMING, COPYWRITING
SALARIES
PURCHASES, MAINTENANCE, SUPPORT
EDUCATION/IP
COMPANY STRUCTURE 2012
ARTHUR C. VAN WYK
RAFIEK WILKINSONCOMMUNITY
MANAGEMENT
LYNN DARIESCONTENT
SPECIALIST
COMPANY STRUCTURE 2015ARTHUR C. VAN WYK
HEAD: COMMUNITY
MANAGEMENTHEAD: CONTENT HEAD:
DEVELOPMENT HEAD: BUSINESS DEVELOPMENT
10 X COMMUNITY MANAGERS
3 X CONTENT SPECIALISTS 3 PROGRAMMERS
2 ROAD-BOUND SALES EXECS
2 INBOUND MARKETING SPECIALISTS
KHULUMELA
BLACK TIE
EBONY & IVORY
MG PRINT SERVICES
IMMEDIA
GOALS AND OBJECTIVES• LAUNCHED IN MARCH 2011 WITH 1 CLIENT. STARTED
GENERATING CLIENTS IN JULY 2011. DEVELOPED PACKAGED OFFERING IN SEPTEMBER 2011. GROWING 5 CLIENTS A MONTH SINCE APRIL 2012.
• 5-YEAR GOAL – R1M TURNOVER PER MONTH• NATIONAL FOOTPRINT• GROWTH RATE OF 20 CLIENTS PER MONTH• CAPTURE 50% OF DIGITAL BUSINESS IN DURBAN AND 10
NATIONALLY.
JULY 2011 R3528
DECEMBER 2011 R6729
JUNE 2011 R12200
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