ConsultYourCommunity

TheSocialGoatConsultYourCommunityatGeorgiaTech

ConsultYourCommunity

2

AlexShukhmanBusiness Analyst

VardaanMukharyaProjectLead

BriannaCochranBusinessAnalyst

ThomasGordonBusinessAnalyst

Saqlain GolandazBusinessAnalyst

Naman GuptaBusinessAnalyst

MeettheTeam

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Topic Slide

Client Background 3

Business Challenges 4

Approach 5

Internal Improvements 6-12

Social Media 13-14

Website 15-18

Partnerships 19-22

Challenges and Next Steps 23-24

3

Agenda

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●LocatednearGrantPark

●B&Bstartedin2011

●Privatefarmon-site

●6differentrooms

●Held15weddings

4

ClientBackground

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●TallulahBlueFarm

●Understandcompetitors

●MarketingStrategy○Medium○Newtools

5

BusinessChallenges

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6

Internal Improvements

Gain Competitiveness

External Outreach

Social Media

Website

Partnerships

Approach

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●OnlineAdvertising:CommonThemes○Wheelchairaccessibility○Airconditioning○Amplifiednoiserestrictions

●RehearsalDinnerPackage○Additionalpackagethatincludesrehearsaldinner

●WeddingBar○Requireslicensing,insurance○Optionofchargingperguestoranopen-barflatrate○ Estimateannualprofitsbetween$7,000- $11,000

7

InternalImprovements

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1. LocalLicense- $5,370a. Confirmlocation

b. Application&references

c. Submitapplication&interviewatpermitoffice

d. Approvalfromregulatoryagencies

e. ObtainlicenseatCityHall

2. StateLicense- $300a. Submissionofdocumentation

b. Investigatingagentreview

3. FederalBasicPermit- Nofee*AdditionalCosts- LiquorLiabilityInsurance

ClientBackground

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1. CableExpense

○ Currentlyspend~$4000

i. Roku- $30pertv

ii. AmazonFire- $40pertv

iii. Satisficer

2. InternetExpense

TrimExpensesatSocialGoat

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1. CableExpense

2. InternetExpense

○ Currentmonthlyplan- $170

i. AT&T-25Mbps,$60

ii. GoogleFiber- 1000Mbps,$50

iii. Xfinity- 25Mbps,$45

TrimExpensesatSocialGoat

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SocialGoatWebsiteDemand

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● Improveweeklydemand- supplementnotreplace

○ Lowercommissionfee(~3%)

● AllowsmoreaccesstoMillennials

AirBnB

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Pinterest

●70millionactiveusers(30%- US)●Half-life=3.5months

○ FacebookHalf-life=1680xless●55%ofonlineUSShoppers

13

SocialMedia

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PinterestStrategy

●PostingTimes/Days●PinDescriptionsandKeywords

○ i.e.DIY,Recipe,Idea,Color●ImagesandQuality●PromotedPins:30%bumpinoutreach●Groups/ProfilestoFollow●JuxtapositionofVenues/Ideas●Capitalizeonuniqueexperience(Goats)

14

SocialMedia

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15

Website

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●Only2%ofSocialGoat’sbookingsarenotmadeonline●Utilizingmodernwebdesigntoolshelpsbuildyourbrand●Takes50millisecondsforuserstoformanopinionaboutawebsite○ Firstimpressionsare94%design-related

●InawebcredibilityresearchfromStanford,75%ofusersadmittomakingjudgmentsaboutacompany’scredibilitybasedontheirwebsite’sdesign

Whyinvestinawebsite?

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Platform Budget Pros Cons

WIX - $12.50/monthwithyearlycontractforUnlimitedPlan

- $15-$20/yrfordomain

- Draganddropfunctionality- ADI,ArtificialDesignIntelligence--website

automaticallybuiltbyWix’sownAIprogram

- Over510Templates

- Noaccesstothesourcecode- Templatescan’tbechanged

anddatacannotbeexportedfromsite

WordPress.org - Initialset-upanddesign:$65-$400*

- $10-$30/monthtohost- $12/yearfordomain

*notincludinghiringindependentdeveloper

- Veryflexibleandcustomizable- Bigcommunitywithresourcesand

tutorials- Morepowerfulplug-insandtools

- Steeplearningcurve- Requiresfrequent

maintenancethatyouareresponsiblefor

- Higherinitialcosts

Squarespace - $18/monthwithyearlycontractforBusinessPlan

- Draganddropfunctionality&customizableHTML/CSS

- Easytoswitchtemplates- Goodanalytictools- Coverpagesandextensivestylingoptions

tocustomizedesign

- Fewertemplates- Lacksbuilt-insupportfor

thirdpartywidgets- Noprevieworcustomization

formobilesite

WebsiteServices

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● Keepcurrentwebsiteandrebuildwithnewwix template● Removemusic● Choosefewer,butmoreprominenthighqualityphotos● Integrateabetterreservationsfeature● Removedetailedtextfromhomepage● Chooseamorereadablefont

○ Josefin Sans- Regularforbodytext○ PalanquinDark- Regularfortitletext

● IncludeaphotoonthehomepageofTallulahBlueFarms○ UsersclickonphotoandaretakentopagedescribingTBF

● Hireindependentdesigneronfiverr tocreatelogo○ Useforsocialmediaprofilepicturesandfavicon(costof$5-20)

TemplateRecommendations

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She’sworkedwithcateringbefore,theytendtobe:

●HighlyPraised

●American/WorldFusion

●OnAffordableSide

●Close-ish By

19

Partnerships

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Food:$$● Appetizers:$9.85● Plates:$16.11● Other:$8.20

Types:Cafe,BBQ,Catering

Distance:5.45mi

Locations:Edgewood,Buckhead,Oakhurst,Midtown

20

BytheNumbers

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RangeofOptions:

●FiveStar

●$$-ish

●5.5mi

●American/WorldFusion

●EndorsePartnerships

MoreOptions

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●Offeredasimplecalculator

●PRM/channelmanagementsolutionsathingofthefuture

OnPRM

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●Delayindata

●Logisticsofmeetings

23

TeamChallenges

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●Allocatemoneyeffectivelyforliquor

license

●SwitchinternetandTVproviders

●ImprovePinterestaccount

●Redesignwebsiteandcreatealogo

●Explorecateringpartnerships

24

NextSteps

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25

Thankyou– Questions?