FINAL-powerup Business Plan

7/26/2019 FINAL-powerup Business Plan

1/22

Joey Azoulai

(908) 216-7604

[email protected]

1043 East 14th Street

Brooklyn, NY 11230

Jonathan Azoulai

(908) 216-7606

[email protected]

1043 East 14th Street

Brooklyn, NY 11230

Spot Brooklyn, LLCSpotBrooklyn.com

Completed 9/08/2014


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TABLE OF CONTENTS

EXECUTIVE SUMMARY 1

BUSINESS DESCRIPTION 2

MARKET ANALYSIS & TARGET MARKET 6

INDUSTRY ANALYSIS & TRENDS 9

COMPETITIVE ANALYSIS & OUR STRATEGIC POSITION 11

MARKETING STRATEGY 14

OPERATIONS 17

MANAGEMENT & ORGANIZATION 19

APPENDIX 21


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EXECUTIVE SUMMARY

Spot Brooklyn, LLC was created by us, brothers Joey and Jonathan Azoulai. The idea to start

our company had been conceived along a family car ride through Brooklyn with our parentsa

tour of our roots. Standing in front of our old rst-oor apartment on Avenue U, we reected

on how much Brooklyn has changed since my brother and I shared a bedroom (now we only

share an apartment).

Our childhood selves would hardly recognize the Brooklyn we live in today. We have our

own basketball team now! City government and real estate developers are investing in our

waterfront: building parks, sports elds, and high-rises. Neighborhoods that were once known

for warehouses and heavy industry are now home to New York Citys tech sector. Web

developers walk the same cobblestone roads that were built for horses. Thats the beauty of

Brooklynthe old and the new co-existing side-by-side, each making the other appear all the

more distinct.

Its these layers of old and new that we hope to capture with our online publication about

Brooklyn. We will share stories about the people and places who, even today, exemplify the

diversity and creative spirit that has dened Brooklyn since it was settled by the Dutch. To best

tell our stories, we have created an editorial format based around an interactive map.

We will introduce our format over the next few pages of this business plan. We will explain

how our editorial format lends itself to a lucrative advertising-based revenue model. We

will demonstrate a need for our advertising product in our local market, as well as how our

company is well-timed to take advantage of larger trends in our industry. We understand that

attracting thousands of users to our website wont be easy, so we have a strong marketing and

sales strategy in place. Finally, we will prove that we are prepared to execute on our concept

with a solid plan of operations.

We are excited to share our plan with you today!

Spot Brooklyn, LLC

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Spot Brooklynis an online publication about Brooklyn for the local

community. Every day, we will publish multiple spots, which are bite-sized

articles about a place or event in the borough. We will also publish weekly

stories, which tie several spotsinto a broader exploration of the culture,

history, and inner workings of our community.

With the widespread adoption of mobile devices, location-based advertising (dened as

mobile ads combined with location-based services like GPS) has become a valuable new

product for the online publishing industry. This type of advertising is especially effective for

local businesses because they sell primarily to nearby customers. Well-known technology

companies like Yelp, who offer location-based advertising to local businesses, have captured

only a small percentage of each market they serve. We will be protable because of our

exclusive focus on serving Brooklyn, a largely untapped market of 18,100 businesses who

spend an estimated $310 million a year on advertising [a] [1].

Our website will center around an interactive map that will guide users through our stories, andenable self-guided exploration of our spots. The map will also be part of our websites location-

based advertising platform. Our company will generate revenue by creating advertising for

local businesses and charging each business 99-cents for each user who clicks on their ad.

Our website will be available on desktop computers, but designed specically for the growing

mobile device market. We launch on November 3rd, but you can view our teaser page right

now at SpotBrooklyn.com.

CONCEPT

OPPORTUNITY

Spot Brooklyn, LLC

2

BUSINESS DESCRIPTION


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W T P T

S P

H-H F U

B B

F F V A

G N Y

A J

M O F

C Y K U W

T P C?

M Y N

B B

Upcoming Stories

Upcoming Spots

PRODUCT

Spot Brooklyn, LLC

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Our company has two products: editorial contentand business advertising. Both

products work together to create a rich experience for our users and effectively promote local

businesses.

Editorial Content:On our homepage, you will nd an interactive map of Brooklyn and a

scrolling list of headlines. Tap or click on a headline to view a story, which includes a collection

of spotsand an introduction that ties the spotstogether under a single topic. Each spot

features its own content, including text, photographs, occasional videos, and links to additional

content on other websites. The location of each spotis displayed on the map with a spot pin.

As you progress from one spotto the next, the map automatically pans and zooms to the

appropriate pin. You can also nd spots(which may or may not be associated with a story) byexploring the map directly or by using the lters. Save your favorite spotsto your user account

so theyre always a tap away.


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Scroll for more photos,plus share buttonsto recommend thisbusiness page to yourfriends an followers!

When users taps on abusiness icon, the icon

increases in size andcenters on the map

We write short and invitingbusiness descriptions asa courtesy to each of ourcustomers

Business pageincreasesto 75% the height of thescreen when a user clickson the icon.

Spot Brooklynis a two-member limited liability company registered in the state of New York.

Our company has submitted SPOT BROOKLYN for a standard character trademark with the

U.S. Patent and Trademark Ofce under Class 35 and Class 41.

Business Advertising:Our unique publishing format enables us to offer more ad-viewing

opportunities to our users than a traditional blog format. Alongside each spot pin, the map will

display several business icons. Users may tap on a business iconto view a business ad, which

will feature store description, hours, contact information, and photos of the store and products.

Business pageswill also include to the business website and social media accounts. Business

adcontent will be created by Spot Brooklynas a free service to our customers.

LEGAL

Our business ads will be effective because they provide the same value to users as our

editorial content: well-researched information about Brooklyn in a fun and inviting format. Users

only see the ads they want to see and businesses only pay for measurable results. We project

to earn $54,214 in Year 1 and $295,113 in Year 2.

Spot Brooklyn, LLC

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$10,000 fundraiseron Kickstarter (a crowdfunding website operating in Brooklyn).

$15,000 prizeas the winner of the PowerUp! Business Plan competition (an initiative by

the Brooklyn Public Library and their sole sponsor, Citi Foundation).

$15,000 business loanfrom a traditional bank or small business lender (as a back-up plan

if we do not win the PowerUp! award).

FEB 14

Raised $25,095

in startup capital

AUG 14

Completed launch day

version of our website Released teaser website

JULY 14

NOV 14

Launch website

JULY 15

Fundraising campaignSecure dedicated

ofce space

AUG 15MAY 15

Hire rst full-timeemployee

Reach protability

Of the $25,095 we have raised from personal savings and a loan from our parents, we have

spent $19,114 on camera equipment, legal fees, software, and other startup expenses. We

will need an additional $25,000 to hire our rst Story Editor, who will create editorial content

and business ad content. The Story Editor will help us increase our publishing frequency and

the variety of topics we cover, which will increase website trafc and ultimately increase the

revenue we earn from our advertising product.

We hope to secure this additional nancing from the following sources:

Registered business and

trademark

PAST ACCOMPLISHMENTS

FUTURE MILESTONES

FINANCING

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The success of our company rests on two target customer segments:

Target Business Owners:People who own brick-and-mortar stores located in Brooklyn

in the following three categories: (1) Retail Trade (2) Accommodations and Food (3) Arts,

Entertainment and Recreation[b]. Our target business owners operate a total of 18,100

establishments (23% of the 79,200 total Brooklyn businesses).

Target Users:People between the ages of 18 to 64 who reside in Brooklyna target user

base of 1.66 million residents (65% of total Brooklyn residents) [c] [2].

Are ready to adopt new technology.73% believe that technology will help them increase

sales. 83% say they are ready to adopt more technology. Location-based advertising products

like ours are proven to increase sales in brick-and-mortar stores[d].

Spend money on advertising.Target businesses spend an estimated $310 million a year on

advertising, however 47% of our target business owners spend less than $10,000 a year[a]. Our

business ads are cost efcient with an average monthly cost of $227 [3], compared to $849 for

competing local publications[4] [e].

Advertise regardless of season.We surveyed 28 target business (members of the Brooklyn

Chamber of Commerce) owners to nd out how seasonality affects their ad-buying decisions.

Each business owner rated every month according to the likelihood they would spend money

on advertising on a scale of 1 to 5. From the results of this survey, we conclude that target

business owners are about equally likely to advertise any month of the year [5]. At least 85%

of target businesses could advertise all year on Spot Brooklyn, with room in their budget to

spare[a].

Are very busy.With 92% of target businesses having less than 20 employees, business

owners must juggle many day-to-day responsibilities[f]. Effective use of free marketing tools,

such as Google Business Listings and Yelp Business Pages, require business owners to

manage accounts, update content, and seek out potential customers. Our product requires no

time commitmentsimply signup and let us do the rest!

TARGET BUSINESS OWNERS...

Spot Brooklyn, LLC

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MARKET ANALYSIS & TARGET MARKET


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Numberof

TargetBus

inesses

Brooklyn Population

TOTAL CUSTOMERS TOTAL REVENUEYEAR 1 YEAR 1

YEAR 2YEAR 2

,

,

Operate in a competitive market. The number of establishments operated by our target

business owners are growing faster than the Brooklyn population. Between 2007 and 2012,

thenumber of establishments grew 28%[f], while the population only grew 1.5%[g]. Our product

helps target business owners compete for customers in an increasingly crowded eld.

We plan to convert 13 target business owners into customers each month, and retain 69%

as customers from one month to the next. Based on these assumptions, we will convert 139

target business owners (0.77%) of our total target business owners by October 2016[3]. As a

point of comparison, Yelp, the business review website, has converted 4% of their total free

business listings into paying customers as of 2013.

CUSTOMER GROWTH PROJECTIONS

Spot Brooklyn, LLC

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Visit online publications about Brooklyn.The website trafc of seven online publications

about Brooklyn totals 797,000 unique visitors in the month of August 2014[k]. With the trafc

statistics of at least 10 other publications unavailable, we estimate the actual monthly website

trafc of all online publications about Brooklyn could be closer to 1.5 million visitors per month.

We project website trafc of 22,000 unique monthly visitors in October 2015, and 37,000

unique monthly visitors in October 2016. Our projections calculate each months trafc based

on the following variables: press, advertising, social media, search engine trafc, monthly user

trends across our industry[k][8], our publishing frequency, and our viral quotient (the number of

new users invited to our site by previous users).

UNIQUE MONTHLYVISITORS (AUG 14)

OUR UNIQUE MONTHLYVISITORS (PROJECTED)

Use the internet daily.776,000 (46.8%) of our target users get their news and information on

the web daily[i] [6].

Search for local business online.709,000 (46.9%) of target users search for local

businesses on their smartphone[j] [7].

Brooklyn Magazine

Brownstoner

Brokelyn

Brooklyn Based

Fd in Park Slope

Dumbo NYC

Explore Brooklyn

Spot Brooklyn(projected by Nov 16)

513(Nov 14)

13,156(March)

7,349(Jan)

15,568(May)

23,781(Nov 15)

19,142(Dec)

28,867(March 16)

37,460(Oct 16)

TARGET USERS...

USER GROWTH PROJECTIONS

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ADVERTISING REVENUE(2007-2013)

PrintAdvertisingRevenue(billions)

Online Advertising Revenue

(billions)

Spot Brooklynis part of the online publishing industry. A more specic denition of our

industry includes our ofcial designation by the US Census Bureau and our own market

observations.

The U.S. Census Bureau designates our company in the Internet Publishing and Broadcasting

and Web Search Portal industry, which includes, advertising periodical publishers, business

directory publishers, and guide and map publishers. In Brooklyn, this industry grew from 22

to 57 companies between 2008 and 2012[f].

We most closely identify our company with other online publications about Brooklyn (66) as ofAugust 2014, including 21 publications that cover Brooklyn and the rest of New York City, 17

publications that cover Brooklyn exclusively, and 28 publications that cover specic Brooklyn

neighborhoods.

As consumers spend less timewith print media and more time

online, advertisers have followed

suit. However, the online publishing

industry has only gained a fraction of

the advertising revenue lost by the

print publishing industry. Between

2007 and 2013, print advertising

revenue dropped $25 billion[L]

; morethan half of its total value. During

the same period, online advertising

revenue grew by only $200 million.

Advertisers were getting a cheap

deal online, and spending less

money on advertising as a whole.

INDUSTRY HISTORY

INDUSTRY DESCRIPTION

Spot Brooklyn, LLC

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INDUSTRY ANALYSIS & TRENDS


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As advertisers spend more money online, they often make a trade-off between cost and

effectiveness. Banner ads and text ads have taught consumers to ignore online advertising

as obtrusive or irrelevant. Of the websites surveyed by comScore, 31% of ads were delivered

but never seen, up to 15% of ads were delivered outside the intended geography, and 72%

of websites had at least one ad that ran alongside content considered inappropriate by the

advertiser[n].

The online publishingindustry will capture a greater

portion of the revenue once

generated by print publishing,

as advertisers embrace new,

more effective forms of online

advertising. For instance,

marketing professionals rate

location-based advertising asmore effective than any other

Attracting users to a new website is difcult because there is a wealth of content on the

internet and users tend to visit a limited number of websites habitually.

Managing relationships with many small customers is labor intensive, as opposed to

serving fewer large clients.

Publishing is also a labor-intensive business that requires a signicant creative staff in order

to reach scale.

Mobile

Adver

tising

Reven

ue

PrintAdvertisingRevenue

ADVERTISING REVENUEPROJECTIONS (2012-2018)

form of advertising[n]. According to projections by eMarketer, 1 out of every 4 ad dollars will

go to mobile advertising by 2018[o].

GROWING PAINS

GROWTH POTENTIAL

BARRIERS TO ENTRY

Spot Brooklyn, LLC

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Corner Media

We have identied our four key competitors and assessed their strengths and weaknesses (as

they relate to selling advertising products to businesses in Brooklyn).

Blankslate is a Brooklyn-based digital advertising agency that builds websites and sells ad

space for local publishers in seven metropolitan areas, including eleven publishers in Brooklyn.

Blankslate also creates and sells advertising products like sponsored blog posts, business

pages, business listings, and real estate listings. Their overlap with our product and target

customer means that Blankslate will be our biggest competitoror valued partner.

Corner Media is the publisher of seven Brooklyn neighborhood blogs. Corner Medias target

user and target business owner overlaps with ours, however our products are very different.

Hyperlocal editorial content provides

highly relevant news to a targeted

audience.

Network of seven blogs allows greater

reach for advertisers.

A partnership with publishers provides

highly targeted audiences for advertisers.

A large network of websites offers

advertisers greater reach for their

campaigns.

Business listings provide a free or low-

cost online presence for businesses.

They have no sales force and rely on

referrals from publisher websites to initiate

ad sales (according to a conversation we

had with a Blankslate account executive).

They show many of the same

advertisements across their network,

creating a monotonous experience for

users.

Crowded pages feature 18 display ads

per article on desktop, and no ads on

mobile.

Not yet protable according to an August

2014 article by the New York Times[p].

STRENGTHS

STRENGTHS WEAKNESSES

WEAKNESSES

Spot Brooklyn, LLC

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COMPETITIVE ANALYSIS & OUR STRATEGIC POSITION


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Yelp is a multinational corporation that operates a business review site primarily for

metropolitan regions. Yelps advertising products differ from ours and, although they target

similar customers, Brooklyn represents a small fraction of their target market.

A popular brand whose red People

Love Us On Yelp stickers appear on

storefronts all over Brooklyn.

Over 120,000 business listings in

Brooklyn alone offers a comprehensivefree service to users, while enabling Yelp

to sell their advertising products.

Yelp reviewers provide free content,

allowing Yelp to focus almost all of their

resources on selling ads.

Cost of advertising is $300 to $2,200 a

monthpricey for most small businesses[q].

Aggressive business tactics have lead to

distrust between Yelp and many business

owners, resulting in a class-action lawsuit[r]

,and 2,046 complaints led with the Federal

Trade Commission[s].

Delivers irrelevant ads. In August 2014, we

searched for burgers in Brooklyn and Yelp

delivered an ad for a tavern in Queens [9].

Google Business Listings is a free service that enables a business owners to provide their

business information to Google Search, Maps, and the Google+ social media platform.

Googles business listings are a small component of a much larger company strategy, rather

than a primary product.

Trusted brand whose name has become

the stand-in verb for internet search:

Google it.

Free services help make them the most

visited site on the internet, and enables

them to sell their advertising products.

Recommendations are more effectively

made by people than a computer algorithm.

Face-to-face customer relationships are not

possible given Googles worldwide market.



Spot Brooklyn, LLC

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Spot Brooklyn

We have analyzed the internal strengths and weakness of our company, the opportunities in

our market, and the threats posed by our competitors.

Our unique editorial format is designed

for internet behavior by offering bite-

sized content that encourages frequent

visits and binge consumption.

Our map-based website provides our

users with an interactive experience

and geographic context.

Our proximity to our customers

enables us to create face-to-face

relationships and react quickly to our

local market.

Our lack of previous experience

running a business. We will hedge

against rookie mistakes by seeking

frequent advice from trusted advisors

and constant feedback from our users

and business owners.

Our limited startup resources

precludes us from hiring staff in the

early stages of our business. However,

we have the skills and experience to

run a complete small-scale publishing

operation during that time.

The emerging mobile device industry

creates opportunities for startups like

ours to create new types of editorial

and advertising products.

Low-cost distribution and production

are made available by the internet and

software-based content creation tools.

Local competitors have a head-start in

reaching our target customers.

Large competitors have already

developed signicant brand awareness

as a provider of business advertising.


OPPORTUNITIES THREATS

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Email is the most personal form of marketing on the internet, and most marketers agree that

it is still the most effective of all forms of marketing[t]

. We use MailChimp.com to manage oursubscriptions and email lists, which is free for up to 2,000 subscribers per month.

Social media platforms, like Twitter and Facebook, are great for driving trafc to our

website through frequent tweets and posts announcing new content. We will encourage our

connections to share our website with their friends and followers.

To differentiate our company from our competitors, we will communicate the following benets

of our product to each target business owner and user.

Sign up for our FREE TRIALto place

a custom-made advertisement for your

business on our website. We create and

manage the ad, so you can spend more

time doing what you do bestrunning

your business. After 30-days you pay

99 cents for each potential customer

who clicks on your ad. You only pay

when we deliver results.

Discover fun and fascinating spots all over

Brooklyn with our interactive mapand

locally-made content. Spot Brooklyn from

the comfort of your couch, or take Spot

Brooklyn on the go for recommendations

based on your location. Save favorite spots

to your account so theyre always a tap away.

Share favorite spots with friendseven

curate entire maps for every mood and any

type of adventure.

MARKETING STRATEGY

BUSINESS OWNERS USERS

COMMUNICATION STRATEGY

UNIQUE SELLING PROPOSITION

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Social media advertising enables us to target users of social media platforms according

to the accounts they follow. (For example, in August of 2014 we spent $100 on Twitters

Sponsored Tweet. Measured against our campaign goals, this Sponsored Tweet cost $2.33 for

each Twitter user who visited our site, and $9.09 for each who submitted their email.) We will

continue to monitor the return on investment for this advertising medium

Eventshosted by the Brooklyn Startups Meetup, Brooklyn Chamber of Commerce, and the

Brooklyn Historical Society will help us make face-to-face connections with business owners

and other involved members of the community. Associated annual costs include $520 for

membership dues and and business cards[10].

Direct mailis a great way to reach target business owners. We can access the address of

every target business through the ReferenceUSA database services available at the BrooklynPublic Library. We will create and mail 4x6 postcards to 500 businesses at a cost of $528.

Customer relationship management (CRM) softwareprovided by Salesforce.com enables

us to store information about our target users and business owners, track our correspondance,

and prioritize them as sales leads ($300/annually).

New hiresincluding Story Editors, Photographers, and Web Developers enables us to spend

more of our time on marketing and sales.

A Kickstarter campaign, in addition to helping us reach our nancing goals, will also help us

reach new users through Kickstarters Brooklyn-based crowdfunding website. In exchange for

donations, we will offer the Kickstarter community handdrawn maps by local artists, and other

unique gifts to thank them for their support.

GROWTH STRATEGY

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Joeys main priority will be to drive target users to our website. He will identify and contact

reporters, community and cultural leaders, city ofcials, and other publicly active individuals in

Brooklyn. Joey will build brand awareness and trust among these targeted individuals through

ongoing communication, then encourage them to help us reach the wider community by

sharing our site with their personal contacts and social media connections.

Jonathans main priority will be to convert target businesses into customers. He will identify

and contact business owners in 15 key areas[12], before expanding his efforts to all of Brooklyn.

Jonathan will encourage target business owners to sign up for a free trial of our advertising

product using our online signup page, schedule in-store visits, and send simple reports to each

business owner about the performance of their ad.

BID directors want to promote businesses

in their districts and Spot Brooklyn wants

to help! We could offer special product

features and bulk discounts to all of our BID

partners

[13]

.

We believe Blankslate business listings and

real estate listings would be an especially

good t for our map-based publishing

platform.

Our sales force will be structured along our two customer segments: target users and target

business owners. (For a step-by-step demonstration of our sales process, please refer to the

Customer Lifecycle in the appendix)[11].

30-day Trial

FREE

no commitment or credit card required

Business Icon

99 per click +

your FREE custom business page

Joey, User Relations

Jonathan, Sales Operations

Business Improvement Districts Blankslate

STRATEGIC PARTNERSHIPS

SALES FORCE & STRUCTURE

PRICING STRUCTURE

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OPERATIONS

Our main output as a company is online content. Labor costs related to content creation and

web development will be our single greatest operating expense at 49% in Year 1 and 87% in

Year 2. Other signicant operating expenses include software tools for content quality control,

content creation, content distribution, and business administration. We will only list paid

services, and omit services mentioned in previous sections. A step-by-step production cycle for

content creation[14]and web development[15]is available in the appendix.

Position Hire Dates Cost

(Year 1)

Cost

(Year 2)

Paid Interns May 2015, February 2016, May 2016 $3,601 $7,504

Story Editors August 2015, May 2016, August 2016 $9,700 $71,953

Field Photographer July 2015 (part-time) $12,200 $50,225

Web Developer May 2016 N/A $50,225

We are currently working from a home ofce. We will relocate in

April 2015 to a private ofce in a coworking space, which provides

shared amenities and day-to-day contact with other small companies

and creative professionals. Potential locations include Downtown

Brooklyn, Greenwood Heights, and Gowanus[16].

Cost

(Year 1)

$6,000

Cost

(Year 2)

$18,000

GitHubprovides tools for us to keep track of website bugs and

manage bug xes of new features.

$7/mo

PenFlip provides collaborative writing tools that enable us to

request feedback, corrections, and direct edits of our website

copy from collaborators or the public by simply sending a link.

$8/mo

LABOR REQUIREMENTS

OFFICE SPACE

QUALITY CONTROL

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The following key paid services are an integral part in the day-to-day operations.

Our website is served from several different hosting services. Each service is optimized for a

specic feature of our website.

Evernoteprovides software and cloud storage for creating and

organizing web clippings (our primary tool for managing our

research).

$21.78/mo

Adobe Creative Cloudprovides software for creating and editing

images, photos, web layouts, video effects, as well as storing and

organizing media.

$49/mo

iStock Photographyis an image-licensing service to supplement the

photos we will take in-house.

$199/mo

Quickbooksprovides accounting software for printing checks,

tracking expenses, and creating budgets.

$39.95/mo

Bluehoststores and distributes the code for our website and is the

rst server accessed by visitors to our site.

$119.88/yr

Mapboxstores and distributes thousands of small images that are

stitched together in order to create our interactive map.

$49/mo

Brombonecreates, stores, and distributes images of our web pages

that are more readable by search engines in order optimize our

rankings in search results.

$129/mo

Amazon Web Servicesstores and distributes media les like photos

and videos to increase speed and performance for users.

$20/mo

OPERATIONAL SERVICES

DISTRIBUTION SERVICES

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Joey and Jonathan Azoulai each own 50% of Spot Brooklyn, LLC and are entitled to 50%

of earnings. Joey will receive 51% of the decision-making rights because of his previous

experience in our industry, and to avoid deadlocks. By November 2014, we will draft and sign

a complete operating agreement, dening each owners rights, powers, entitlements, as well as

key provisions.

Joey Azoulai graduated in 2002 from Brooklyns Pratt Institute with a BFA in

Writing for Performance, Publication and Media. He has experience as an

independent Film Producer, and as a Video Producer & Marketing Writer

for childrens publishing. Joey also has experience and contacts in the New

York City restaurant industry. Joey will be responsible for web development,

content creation, and marketing.

Jonathan Azoulai graduated in 2006 from University of Connecticut with a BS

in Business Administration. He went on to work as a Manager for a national

retailer, and in production accounting for lm and television. Jonathan is a

self-taught photographer and videographer. Jonathan will be responsible for

editorial research, businesses administration, and sales.

During the rst two years of operation we will not take a regular salary. Instead, we will take an

owners draw only when the business can sustain a loss of cash ow. In Year 1 we take a total

draw of $12,000, and $74,000 in Year 2.

Lawyer:Brian Igel Accountant:Jerry Hillman Web Consultant:John Krauss

OWNERSHIP

MEMBERS

SALARIES

PROFESSIONAL RELATIONSHIPS

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MANAGEMENT & ORGANIZATION


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Our parents play an integral role in starting our company, and will continue to advise us on key

matters as well as contribute to our overall company strategy.

Judy Azoulai graduated from Kean University with a BFA in Visual

Communication, and is an accomplished graphic designer, jewelry designer,

painter, and potter. Judy will use her visual arts experience as she advises our

company on product design.

Moshe Azoulai graduated from Brooklyn College with a BS in Computer

Science and has 24 years of experience managing technology and data for

large-scale corporate litigation. Moshe will use his technology experience as

he advises our company on web development.

Paid Interns ($10/hour)

Story Editors will go through a 3-month paid training period in our content creation workow

before we will consider them for the position.

Story Editors ($16.83/hour)

We intend to hire three story editors by August 2016. Each Story Editor will be responsible for

pitching, researching, and copywriting our stories and spots, as well as writing descriptions for

our business ads. Joey will serve as editor-in-chief.

Field Photographer ($31.25/hour)

We will hire one part-time photographer who will travel Brooklyn taking photos for our stories,

spots and business pages.

Developer ($36.06/hour)

We will hire one part-time developer who will take over Joeys day-to-day web development

responsibilities. Joey and Jonathan will set development priorities.

KEY PERSONNEL

ADVISORS

Spot Brooklyn, LLC

Documents

FINAL-powerup Business Plan