Business Plan for Signet Magazine and InkSpot Media

Summary Business description Competitive advantages Products and services Customer Marketing Plan Mission for Inkspot Media

Company Overview-Signet Magazine is the premiere lifestyle publication for the upscale urban male who has a keen mind and eye for the best in fashion, sports, and life issues. Signet was established in 2012 in beautiful Miami, FL when creator Marques Bullard saw a void in a gentleman’s magazine that was stylish, creative, yet unapologetic in its message and answered with a bold publication that covers every aspect of life from the male perspective.

The name “SIGNET” derives from ancient Rome when people of prestige would have Signet stamps to seal all important documents. The logo stamps the magazine as an important document that is of significance and special.

Signet Magazine believes that this generation is in need of a magazine that brings back intelligent conversations while being visually stunning and at the forefront of new and classic trends. Signet Magazine will engage its readers yet challenge their thoughts on the world of pop culture.

Competitive Advantage- Competitors tend to stay within the “safe” zone of urban models casting those who have already been seen by many male readers, thus lacking originality

and readers start to get too comfortable. Signet magazine seeks out new fresh faces of the urban modeling world, keeping our reader stimulated with eye candy. This process also puts Signet as an asset to the urban modeling community as we are able to showcase women who will not be overexposed.

Signet understands that just having a website will not be enough to become a mainstay within the publishing world. We look to make ourselves stand shoulders above our competitor by stepping outside of the internet and becoming one within the Miami, FL community and surrounding areas. Our goal is to fully reach the urban male and truly bring our mission statement to life, making a community full of upscale young men.

Most magazines and online sites are void of being attainable to the readers. The internet is full of options and unlike other publications; we want our readers to know we truly are in tune with their needs and values. We want to take down the velvet rope and always be in touch with our readers with different contest and giveaways. By giving back to our viewers, we build a loyal following that feels like we understand and appreciates them.

Products and Services Signet magazine- The magazine is the foundation of all the products that will be offered. There will be bi-monthly print publications starting with a double

sided Dec/Jan issue. Signet Calendar/Posters- This will be a great promotional product during events and fundraisers. This also gives more exposure to the Signet Sirens

(featured models) and gives Signet more credit as the leading publication for breaking new models. Wearable Merchandise- Brand awareness is highly important in today’s competitive world of magazine. Having wearable merchandise (t shirts, boy shorts

for women, etc.) makes your audience familiar with your product.

Customer

African American/ Minority Males Age 23-36 Associates degree or Higher

(Bachelor’s Degree) Primary household caregiver Single 32k median income

Marketing Plan-Movie Premiers/Screenings– movie premiers and early screening with our resident film critic as the host and already doing the same thing on a smaller scale this is an event / promotion we can definitely do with little to trouble and in turn get exposure on a broad scale locally through radio promotion and hand to hand meet and greets with the viewers in the theater and surrounding areaDec/Jan Print Issue-The goal is to enhance viewership on the site to make it extremely easy to sell the magazine in print or digitally directly from the site, in turn downsizing the burden of distribution. In addition to being ready for the cruise. The follow up this issue with a march issue (with the lion's share of it being shot in Cobo and Belize) establishing us as a bi-monthly men’s magazineAP Wire (news service) - The importance of this is the ability to turn us into a hub for all media. A true gentleman's site that provides up to the minute news on par with the CNN & the Huffington post if the goal of a good site is to have repeat visitors this puts us in a unique position as well as makes us a pioneer as no other urban site provides this serviceMedia coverage and partnerships for entertainment functions – There will be shows with sponsorship's (comedy, r&b, car shows, ECT) at varying night clubs in different cities with our models to give us an air of being everywhere and supporting our models. We want to make our presence felt as a magazine that is using a great deal of our media coverage to do events and red carpets.Android & iPhone app – This is something that we would work on to be in conjunction with the print and digital launch as a free app powered by the ad’s on our site as well as new advertising opportunities.

Social Media Performance

Instagram -1246

Twitter- 864

Facebook Fan page -465

In addition to the 500+ unique visitors that are aware of us already through grass roots marketing

Mission for Inkspot Media Inkspot Studios is a photography and video production company based in South Florida that provides freelance photography services to entertainers, artists, publications, businesses and organizations. We have more than five years’ experience as a freelance photographer, and have acquired a wealth of knowledge from my mentor Ken Kavanaugh, one of the foremost photographers, videographers and producers in the South Florida area.

Inkspot Studios is a sound investment because it offers tremendous value to both our clients and the community at large. The company’s target market consists primarily of up-and-coming entertainers, and because we offer services at affordable prices, Inkspot Studios can play a pivotal part in helping emerging entertainers gain the exposure they need to connect with audiences, which will create more demand on a national level for the unique brand of entertainment South Floridians provide. As we have mentioned before, national expansion to key metropolitan markets is an important goal for Inkspot Studios; however, we see South Florida

as my home base, and as such, we have a vested interest in helping to sustain the community through job creation and entrepreneurial opportunities, which we will be able to assist with by renting studio space and equipment.

Founder and Owner, Marqus Bullard, have more than five years’ experience as a freelance photographer, and have acquired a wealth of knowledge from mentor Ken Kavanaugh, one of the foremost photographers, videographers and producers in the South Florida area. Before venturing into photography, Marqus Bullard worked extensively in the entertainment industry as a model, radio personality (WMBX 102.3, CBS Radio) and nightclub DJ. His work as a DJ introduced him to thousands of entertainers, artists, entrepreneurs and business people, many of whom he continue to connect and collaborate with. Though he has had a great career as a DJ, he began working in photography because he wanted to move from in front of the camera to behind it, taking the spotlight off myself and putting it on talented entertainers who are awaiting their time to shine. Marqus created Inkspot Studios to leverage the connections he has created and to give himself an opportunity to channel his entrepreneurial spirit into an endeavor that will positively impact his community.

As we take steps to further establish Inkspot Studios in the entertainment industry, we believe now is the ideal time to reach out to people seeking to make investments in entrepreneurial enterprises that is both sound and stable. Inkspot Media has the expertise, experience, relationships and reputation to transform into a lucrative entertainment empire. All we need now is the financial support of venture capitalists interested in investing into our long-term vision.

Marketing PlanOverview

The marketing strategy of Inkspot Studios is to establish anticipation of the grand opening within the social media and South Florida Community so that it will drive traffic and business to the Studio.

• Direct mail of fliers to a select list of 5,000 high income households.

• Advertisements in local newspapers and magazines.

• Fliers within a 20 mile of the studio.

• Launch of the website in anticipation of opening.

• A strong social media campaign on both Facebook and Twitter announcing

Launch

• To market to businesses, Inkspot Studios will join the local Chamber of

Commerce and other professional organizations to expand our network of

potential clients and affiliates.

After opening, the following tactics will be used going forward:

• Direct mail to additional households.

• Search engine marketing via local Google ads.

• Email newsletter describing news and media affiliated products and services

Provided.

• Maintain and expand the social media campaign, via Twitter and Facebook.

*** BUDGET (Year 1 by month) ***

Sales 'May - 14 'Jun - 14 'Jul - 14 'Aug - 14 'Sep - 14 'Oct - 14 'Nov - 14 'Dec - 14 'Jan - 15 'Feb - 1 'Mar - 1 Year 1 SalesBooklet Ad $6,000 $6,000 $6,000 $6,000 $4,200 $4,200 $4,200 $2,995 $2,995 $2,995 $2,990 $48,575 45.41%Internet Ad $120 $120 $120 $120 $120 $120 $120 $120 $120 $120 $120 $1,320 1.23%Design Fees $474 $474 $474 $474 $478 $478 $478 $418 $418 $418 $418 $5,002 4.68%Email Marketing $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $8,800 8.23%Event Promotion $325 $325 $325 $277 $277 $277 $277 $277 $277 $277 $277 $3,191 2.98%Business Profile $325 $325 $325 $325 $325 $325 $325 $325 $325 $325 $325 $3,575 3.34%Produced Photo Shoot $4,000 $4,000 $4,000 $3,500 $3,500 $3,500 $3,000 $3,000 $3,000 $2,500 $2,500 $36,500 34.12%

Distribution $5,000 $0 $0 $5,000 $0 $0 $5,000 $0 $0 $5,000 $7,232 $27,232 25.46%

Total Variable COGS $5,000 $0 $0 $5,000 $0 $0 $5,000 $0 $0 $5,000 $7,232 $27,232 25.46%

% of Total Sales 41.51% 0.00% 0.00% 43.49% 0.00% 0.00% 54.35% 0.00% 0.00% 67.25% 97.34% 25.46%

Fixed Cost of Goods & Services

Production Facility Expense $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $16,500 15.43%Magazine Layout $6,500 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $6,500 6.08%

Website Maintenance $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $3,300 3.09%

Photographers $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $6,600 6.17%

Total Fixed Cost of Goods & Services

$10,100 $3,600 $3,600 $3,600 $3,600 $3,600 $3,600 $3,600 $3,600 $3,600 $3,600 $46,100 43.10%

% of Total Sales 83.86% 29.89% 29.89% 31.32% 37.11% 37.11% 39.13% 45.37% 45.37% 48.42% 48.45% 43.10%

Total Cost of Goods Sold $15,100 $3,600 $3,600 $8,600 $3,600 $3,600 $8,600 $3,600 $3,600 $8,600 $10,832 $73,332 68.56%

Gross Profit ($3,056) $8,444 $8,444 $2,896 $6,100 $6,100 $600 $4,335 $4,335 ($1,165) ($3,402) $33,631 31.44%

% of Total Sales -25.37% 70.11% 70.11% 25.19% 62.89% 62.89% 6.52% 54.63% 54.63% -15.67% -45.79% 31.44%

Operating Expenses

Sales & Marketing

Advertising $175 $175 $150 $135 $135 $135 $125 $125 $125 $120 $100 $1,500 1.40%Screening $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $11,000 10.28%Promotions $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $11,000 10.28%Writers $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $4,400 4.11%

Total Sales & Marketing Costs $2,575 $2,575 $2,550 $2,535 $2,535 $2,535 $2,525 $2,525 $2,525 $2,520 $2,500 $27,900 26.08%

% of Total Sales 21.38% 21.38% 21.17% 22.05% 26.13% 26.13% 27.45% 31.82% 31.82% 33.89% 33.65% 26.08%

Equipment (Expenses Purchase $2,016 $2,032 $2,048 $2,064 $2,080 $2,097 $2,114 $2,131 $2,148 $2,165 $2,182 $23,077 21.57%

% of Total Sales 17.98% 18.12% 18.25% 19.26% 22.99% 23.16% 24.61% 28.75% 28.96% 31.14% 31.39% 23.12%

General & Administrative

Admin Salaries $1,223 $1,246 $1,269 $1,293 $1,317 $1,342 $1,367 $1,393 $1,419 $1,446 $1,473 $14,788 13.83%Debt Service (loan) $2,750 $2,750 $2,750 $2,750 $2,750 $2,750 $2,750 $2,750 $2,750 $2,750 $2,500 $30,000 28.05%Equipment Rental/Small Purchases

$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0.00%Insurance $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $1,100 1.03%Legal Fees $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $1,650 1.54%Licenses and Permits $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0.00%Office Expenses/Maintenance $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $8,800 8.23%Office Rental $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $33,000 30.85%Taxes (non-Income Taxes) $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $1,100 1.03%Telephone/Internet $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $1,100 1.03%Utilities $160 $170 $180 $190 $200 $210 $220 $230 $240 $250 $260 $2,310 2.16%

% of Total Sales 73.34% 71.91% 72.19% 75.92% 110.74% 90.48% 95.51% 111.19% 111.64% 119.65% 118.68% 92.20%