Marketing Plan 2016-2017 - Santa Ana Unified School DistrictMarketing Plan 2016-2017 Signum LLC 1401...

Marketing Plan 2016-2017

Signum LLC

1401 S. Grand AvenueSanta Ana, California 92705

Phone: (714) 796-7433 • FAX: (714) [email protected] • www.signum-socal.com

visit us at signum-socal.com

Table of Contents

Executive Summary ........................................................................................ Page 1

About the Business Company Overview ............................................................................... Mission Statement ................................................................................. Page 2 Company Goals ...................................................................................... Page 2 ManagementFunctions ......................................................................... Page 3 Directing ..................................................................................... Page 3 Controlling .................................................................................. Page 3 Organizing ................................................................................... Page 3 CompanyOrganizationChart ...................................................... Page 4

SWOT Analysis ................................................................................................ Page 5 Internal analysis. .................................................................................... Page 5 External analysis .................................................................................... Page 5

External Environment CurrentEconomicConditions ................................................................ Page 6 Industry Analysis.................................................................................... Page 6 Real ............................................................................................. Page 6 Virtual ......................................................................................... Page 7 Competitiveanalysis .............................................................................. Page 7

Marketing Plan TargetMarket&MarketSegmentation ................................................. Page 8 MarketingMix ....................................................................................... Page 8 Product ................................................................................ Pages 8-10 Pricing ....................................................................................... Page 10 Placement ................................................................................. Page 10 Promotion .......................................................................... Pages 10-12 Positioning ................................................................................ Page 12 Business Risks ...................................................................................... Page 12

Financial Planning ......................................................................................... Page 13 Break-Even Analysis ............................................................................. Page 13 Income Statement ............................................................................... Page 14 IncomeStatement,3YearProjection .................................................. Page 15 BalanceSheet ...................................................................................... Page 16 CashBudget ......................................................................................... Page 17 Financial Summary .............................................................................. Page 18

Appendix Company Bank Statement ............................................................................. A Business Contract ...........................................................................................B LoanAmortizationTable .................................................................................C

visit us at signum-socal.com Page 1

Executive Summary

Inaworldwheredependenceoncellularserviceisessential,therearemanysituationsandplaceswherewesimplycannotcommunicate.Sixoutofsevenpeopleworldwidehavesubscriptionstoamobileservice,howeverathirdoftheworldpopulationcangainnoaccesstotheinternetoracellularnetworkbecauseofthegeographicalregioninwhichtheylive.IfyoutravelinforeigncountriesandhavecellularservicethroughaU.S.carrier,youneedtounderstandyouroptionsforinternationaldataplans,otherwiseyoucouldendupspendingalotofmoneyneedlessly.Eachcompanyhasslightlydifferentpricingandcoverageoptionssoyoumustdeterminewhichofthesewillworkbestforyourneeds.Signumhasdevelopedabettersolutiontomanyoftheseobstacles.

Signum is an innovative startup company in the field of new technology forcommunicating.Signum isaLimitedLiabilityCorporationcompany foundedasof

October2016todecreasethehumandependencyonthe“grid”forcommunication.Signumusesan innovativecommunicationtechnology inourproducts toprovideamessaging delivery system. This system transmits and receives encrypted text byutilizing long-rangeradiofrequencies(151-154MHz)thatconverts yourphonetoaradiotransmitter/receiverviabluetoothpairing.Ourtechnologyenablesanyonewithour products to communicatewithone another in placeswhere there is no signal,to have the ability to request or send location information and to enable users totranslatebetweendifferentlanguageswhenpairedwiththeirphoneviabluetoothorontheproduct.

Asa companywe refinedourofferings into3 individualdistinctproduct lines.Allthreeproductlinesarewearabletechnologies.TheSignumWatch,whereweoffer

3stylesandisourhighendproductthatoffersthemostcomprehensivefeatures.TheSignumWand,which isourmiddleof the lineproducts,stillgivesthecustomerthemain featuresofourcompany,butata reducedprice.Finally theSignumKeychain,whichisourlowendproduct,haslimitedfeaturesandfocusesonlocationapplications.Signumhasdevelopedanappthatisdownloadedtoyourcommunicationdevice,(ie.phones,tablets,computers,etc.).TheuserisgivenacodetodownloadourfreeSignumappwithpurchaseoftheirproduct.Thisallowsanysmartdeviceandourcompany’sproductstobecompatibleandrunefficientlyandeffectively.TheSignumproductlineallowsforconvenientpairingwithsmartdevicesviabluetooth.Whenpairedwithoneofourproducts,asmartdevicewillrunonourmessagedeliveringsystem.

Our targetmarketwill focuson themiddle class consumerandwill beespeciallyappealing to thosewho have active lifestyles that involve travel internationally

and/orspendtimeinareaswherethereisnocellularservice.Thetargetedagerangesofteensthroughearlyretirement.

Signum has initially developed a conservative businessmodel to launch a limitedproduct line to address the greatest needs of our consumers. Through market

research,focusgroupsandresearchanddevelopmentwearelookingtoexpandintonewtechnologieswhichwillenableextendedrangeforindividualsandtheuseofmesh-networkingforlargegroupapplications.


About the BusinessSignum is anoff thegrid communicationdeviceproviderestablished inOctober2016.Thecompanyislocatedat1401S.GrandAvenueSantaAna,CA92705.Weareauniquefirst-year companywithproducts in thecommunicationelectronicsindustry.

Company OverviewWecurrentlyhavethreecofounders,AlanEsquivelwhoservesasourChiefExecutiveOfficer,JesusAnguianowhoservesasChiefOperationsOfficer,andOmarGuerrerowho serves as our Chief Financial Officer and all with equal shares and power.SignumisregisteredasaLimitedLiabilityCompany.Ourcompanyhasnoinvestorsasofyet,butwearecurrentlysearchingforpossibleinvestorsthatareinterestedinour company. Mission StatementOurmissionistoprovideaffordableandefficientproducts,thatallowourcustom-erstomaintaincommunicationwithothersineventswherethereisnocellularsignal.

Company GoalsShortTermGoals Strategies DeadlineGenerate 1 million dollars in sales Aggressivelymarkettheproducts

throughsocialmedia.April 2017

Developande-commercewebsiteallowingcustomertransactions

Dedicated digital media department will behiredtomainthesite

December2016

Developacomprehensiveemploy-ee manual

Thehumanresourcesdepartmentwilldevelop company polices and proce-duresforacceptablebehaviorintheworkplace

December2016

Long Term Goals Strategies DeadlineDevelopMeshtechnologies Gaincapitaltoresearchanddevelop

meshtechnologiestoextendproductcapabilities

September2017

DevelopBusinessContractwithGovernment agencies

Focusonuseofoff-gridcommunicationstobeusedbyUSMilitaryincombatsitu-ations

Ongoing

PayoffexistingSmallBusinessLoan Makeallloanpaymentsontimetotheloan provider

November2021


Industry Analysis

Industry Description:TheU.S.economyhassteadilygrownandalmostdoubledsincetheyear2011.Thepopulationhas increased from312 to321(millions), years2011 to2015.Therebydoublingthedomesticdemandfrom1.6to3.0%.TheInflationrateasof2015is0.1%whichencouragesotherbusinessestoinvestandborrowmoney.Overall,analysisoftheeconomydemonstratesthatitwillpotentiallybeapositiveyearforsignum.

Analysis of the MarketWiththeincreasingpopulationanddomesticneed,manyimmigrantscannowtraveltovisittheirhomeland,andnowwithourSignumproductstheycancommunicatewiththeirlovedonesinthestates,savingthemoneyofbuyinganewphoneand/orphoneplan.Unemploymentrateshavealsogonedown,providingmorejobsfortheincreasingU.S.population.

Real IndustrySignum is an innovative company in the telecommunications industry. Thetelecommunicationindustryisasectorininformationandcommunicationtechnology.Itconsistsoftelephonecompaniesandinternetserviceprovidersthatdeliverservicesover mobile networks. In today’s world, people like to communicate instantlywiththetouchofabutton.Withtheconstantchangesinthetechnologyindustry,Telecommunications is full of opportunity for growth. The telecommunicationsindustry has emerging trends such as tech wearables and smart phones. Thesetrendsaregainingtractionandhavecreatedagreatpotentialforgrowth.AtSignumwe specialize in wearables technology. Signum is an e-commerce business, thatprovide offline communication opportunities and other communication featuresforourcustomers.Wefocusonprovidinghigh-qualityandreliableproductstothegrowingmarket. Signum appealsmostly to the onlinemarket by usingwebsites,socialmedia,emailsandotherprograms,asopposedtotherealmarket,thatusesdigitaltechniquessuchasSEO,SEM,SMSandMMS.


CHIEF OFFICERS

ACCOUNTING TEAM

HUMAN RESOURCES TEAM

ART AND PUBLICATIONS TEAMCOMMUNICATIONS TEAM

MARKETING TEAM DIGITAL MEDIA TEAM

SALES TEAM

LEADERSHIP TEAM

Alan EsquivelChiefExecutive

Officer

Jesus AnguianoChiefOperations

Officer

Adrianna NoyolaVicePresidentofArts&Publications

Genesis MojicaVicePresidentofCommunications

Omar GuerreroChiefFinancial

Officer

Kate BustamanteVicePresidentofDigital Media

Grecia PenalozaVicePresidentof HumanResources

Aixa MartinezVicePresidentof

Marketing

Jorge BalbuenaVicePresidentof

Sales

GabbyJuarezAssociate

AnthonyDenizAssociate

Giselle RamirezAssociate

StephanieTorresAssociate

GersonEscobarAssociate

Carlos GarciaAssociate

Amy AlvarezAssociate

KarenRodriguezAssociate

Beverly CortesAssociate

JoJoPongphinkamAssociate

UlisesRenteriaAssociate

IsabelleTrujilloAssociate

Priscilla MedinaAssociate

JasonJuarezAssociate

JerimyCarransaAssociate

GabbyPerezAssociate

JazminNoyolaAssociate

SIGNUMCompany Organizational Chart


Virtual Industry Inthe2016-2017virtualmarketplace,Signumfacesverylittletonocompetitors.OfftheGrid is inthesamemarketofwearabletechnologiesassignum.However,OfftheGridisnotseenasavaluedcompetitor,reasonbeingtheircompanyfocusesonkineticcharging.Ourwearable technologyoffersanyonewithourproducts tocommunicatewithoutcellularservice.Thisbusinessyearwehavetheadvantageofadistinctvirtualmarket.

Competitive AnalysisCurrently very little companies are competing in the offline communicationsmarketplace.OurprimarycompetitorinthemarketisGotenna.Gotennahasmanystrengths suchasofflinemessaging,maps/GPS,and theability to share location.Theyonlyprovidetheirservicesthroughwearablekeychainlikedevices.AlthoughSignumseemssimilartoourcompetitor,wehavefundamentaldifferences.Signumhasalargerproductlineandvariablefeatures.ASignumcompetitiveadvantageisthewiderangeofproducts thatwecanusetotargetandgaingreaterconsumeraudience,whichwillvastlyseparatesusfromourcompetitorswhoallhaveonetypeofproduct.Ourmainstrategyistomarkettowardsactiveadventurouspeoplewhoenjoy to travel andto those living inahighpopulationconcentratedurbanareaunlikeourcompetitorwhosolelyfocusesonoutdoorenthusiastconsumers.

Marketing Plan

Target Market:Signum’s target market will be the middle class consumer from teens to earlyretirement ageworldwide. Signummain focuswhen it comes tomarketing is toadvertiseasenseofliberationfrombeingtiedtoacommunicationgrid.Ourproductlineallowsourconsumerstogobeyondthecommunication“grid”andbeableto


communicatewithouttheworryofbeinglostandabandonedwhentheyhavenomeanstocommunicateusingacellularnetwork.Ourmainmarketingstrategywillbetoadvertiseonsocialmediaandreachpotentiallyhugemarkets.TheSignummarketing teamwill focus on networking with potential business partners andlocalestablishmentsinordertogenerateareputationforourSignumproducts.WeintendtospreadthenameSignumandgeneralizethepublicwithourproductssooffgridcommunicationcansimultaneouslybeassociatedwithus.Signumintendstostayconsistentwithourbusinessslogan“Whenyou’reabandoned,we’llstandin”andmakeitahouseholdquote,whilealsocomingupwithnewandcreativewaystoinformpeopleaboutus.SignumMarketinggoalistomaintainfullfocusofourveryspecifictargetmarket.

Marketing Mix: ProductsAllproductsarewearabletechnologiesthatworkdirectlywithexistingcellphones.ThedeviceworkwithbothAndroidandIOStechnologiesandneedtobewithinbluetoothrangeofyourcellphoneforthecommunicationstoworkcorrectly.Signumoffersasmallspecializedproductlinethattargets3distinctnichesinthemarketplace.

The Signum WatchHas been designed with traditional “smart watch” features that arecommonplacewithothermajorsmartwatchmanufacturerslikeApple,SonyandMotorola.However,thewatchisdifferentthattheothermanufacturesin that inhas theability to syncwithourphoneappandallows textandlocationservicecommunicationthroughyourcellphonetoothersthathaveSignumdevices. This added featuremakes it an attractive option for ourtargetmarket.TherearecurrentlythreestylesofSignumWatches;theEvo,VultraandSport.ThewatchcanbepairedwithanotherSignumWatchofaSignumWandforcommunicationorkeychainforlocationservices.Wandsare sold separately.

The Signum Wand Thisdeviceisaspecializedaccessorythatiscarriedonyourbagorfromyourclothingthatfunctionsmuchlikethewatch,withoutthewatchapplication.Customers that have the wand have all the communication capabilitieswithout the bells andwhistles of thewatch. The SignumWand comes avariedofcolors(shownbelow)andshipsasapackagedpairtoallowtwo


people to communicate upon delivery.

The Signum Key chain Thisdeviceisalowenddevicethatjusthaslocationservicesthatissyncedwiththecellphonethatallowslocationtrackingandisanaffordableoptionforfamilieswhoareactiveintheoutdoorsorinternationaltravel.

PricingOurpricingstrategywillfocusonthepremiumpricingmodel.Wechosetoutilizethepremiumpricingmodeltoreflecttheexclusivityofourproduct.Ourproductscontainfeaturesthatareuncommoninthemarketplace,thereforemakingitaveryuniqueproductinthemarket.Wefeelthatourpricepointiscompetitivewithinthemarketandthecustomerbenefitsgreatlyoutweighthelimitationswehavewitharecognizablebrand.

PlacementSignumproductswill be available for purchase exclusively through our companywebsiteandattradeshowevents.Wewillbelookingtoexpandourplacementby


partneringwithtravelandoutdoorproductsuppliersinthecomingyear.

PromotionSignum will be promoted through many ways. That will include billboards,TV commercials, emailMarketing and socialmedia.Wewill be looking at ourtargetmarketdemographicsandpsychographicsandfocusonthosemarketsforadvertisingandpromotion.Withournichemarketnativetotechnologyanduseoftheircellphonewewillbefocusingonusesmartphonetechnologies,appsandsocialmediatopromoteourbrandanditsproductline.

e-MarketingOurcompanywebsitewillbethehubforsalesandwillbedesigntoscaleforeaseofuseformobiletechnologies.PromotionalvideosandhowtoguideswillbelinkedthroughYouTube,commonlyusedbyourtargetdemographic.

Email Marketing: Emailmarketing saves time andmoney. Promotional offers and generalinformationaboutSignumwillreachcustomersacrossthenationmuchfasterandfreeofcost.Webelievethiswillbeaneffectivewaytocommunicatewithour technologically savvycustomerbase.Weareplanningonusingemail marketing software like MailChimp or Constant Contact to sendout interactive email campaigns that will contain company information,innovationsincommunicationtechnologies,newproductinformationandfeaturesandlinkstoourwebsiteforinformationaboutSignum.Thismakesthemmorelikelytoreadthemessage,recognizethecontentisreliable,andmakeapurchase.

Social Media: • Twitter: Social media is a popular tool among young adults and is fullyentrenchedintothemobilecommunicationchannels.WewilluseTwittertopromoteSignumandourproducts.Wecancommunicatewithour customers throughout the year and attract their attentionwhilehavingthemgiveustheirfeedback.

• Instagram: Is very popular among our demographics and peoplecansharewheretheygoandhowtheyusetheSignumproductswithfamilyandfriends.Anytimethe#signumisusedtheywillappearonourSignumInstagramsite.Inadditionwecanpostpicturesofourproducts

visit us at signum-socal.com Page9

andreceivecommentaryfromothersaboutourprogress.

• Facebook:basedoneBizMBAranking,currentlyhas1.1 trillionusersworldwide and is the top social media application used. Wewill bemaintainingaFacebooksitethatallowscustomerstosharewheretheygoandhowtheyusetheSignumproductswithfamilyandfriends.Anytimethe#signum isused theywill appearonour Signum Instagramsite. Inadditionwecanpostpicturesofourproductsandreceivecommentaryfromothersaboutourprogress.

Evo Vultra Sport


Trade Fairs Thetradeshowopportunitiesareveryimportanttoourcompany,sowearespending$1,000eachtopromoteattradefairsinSanDiego,SanFrancisco,Bakersfield,andNewYorkCity. The remaining$1,000willbe reserved forin-housepromotionaladvertisingcampaigns.Inhousecampaignwillincludeourownformofdesignwherewewouldsendourcatalogaccompanyinganinvoice.Ourcatalogwill containourproductswithabriefdescriptionandprices.

PositioningMarketPositioningwillbetargetedtoconnectwithourdemographics.Thiswillbethelateteensthroughnewretirees.Wefeelthatahighpercentageofourbusinesswillcomefromthisgroupand

Business RisksOur companymay run three different types of risks which aremarketing risks,financialrisks,andcompetitiverisks.

Marketing Risks:

Ourmarketingrisksinvolveusnotsellingenoughdevicesinordertopayoffallofourdebts.Ourpricepointisessentialandifthatmissesthemark,thatcouldleadtolowsales.Weareexpectingfastgrowthandifweoverestimatethegrowththatcouldleadtoissuesinproductdevelopmentandexpansionoftheproductline.

Financial Risks:

Ourfinancialrisksincludeourfinancialteammismanagingourmoney.Whichmayleadustonothavingenoughmoneytopayallofouremployees.Anotherfinancialriskcanbethecompetitivepayrollandstaffingofthecompany. If thingbecometightfinanciallythecompanymightbeforcedintolayoffsandtodownsize.

Competitive risks:

Weuseanopensourcetechnologyandcanbecopiedandknockoffssold.Thereare very few competitors currently in themarketplace. If the growth is rapid inthistechnologythennewcompaniescouldcometothetableandcompeteforourcustomerbase.


Financial PlanForecast

Key AssumptionsOurgoalistosellabout220productspermonthwhichwillkeepourcompanyrunningevenly.Thereisvariesprizesforeachunitsold.Mostofourproductsareboughtfromfactoriesandthencustomizedtothecustomerschoice.DuringtheholidaymonthslikeNovemberandDecemberwearelikelytobemorebusycomparetoothermonthsoftheyear.

Financial Summary

Forecast

Financial Highlights by Year

Financing Needed


AppendixProfit and Loss StatementProfitandLoss

Balance Sheet

Balance Sheet (With Monthly Detail)

Cash Flow Statement

Cash Flow Statement (With Monthly Detail)


Financial Planning

The break even pointrequiresustosell1,068unitsoftheSignumproducts.

TheaveragecostofaSignumproduct is $190.00 so withthecostofaSignumproduct,Signumwillbeabletogainaprofitonceithassold1,068units


Income Statement - Year 1


Income Statement - 3 Year


Balance Sheet


Cash Budget


Financial Write Up

Signumisbasingtheirprojectedsalesfrombusinesstobusiness,tradeshowsandonlinesales.ItwasprojectedthateverymonthSignumwillreceive$150,000fromthebusiness contractand$15,000 from trade shows--$13,875 fromonline salesstartingonDecemberof2016.Thefirstyearinbusiness,Signums’bankprofitwilldecreasingovertimebecauseourcompanyisnewandwillbedevelopingovertime.Ourmarketingsalesbothintradeshowsandonlinearecrucialifourcompanywillsucceed. Therefore, Signumplans to attackboth areas throughout the year andreallymakeourselvesknowntothepublic.SecondyearinbusinessSignums’goalwillbetoincreasesalesineachareaby20%.BythattimeIndividualswillbemoreawareoftheproductsandtheeconomyisgrowing.Moreindividualswillbeabletoaffordourproductsmakingthethirdyearinbusinessaprofitableyear.Thethirdyearprojectedsaleswillbeincreasedby30%fromthefirstyearthecompanywasinbusiness.

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Appendix

Bank StatementBusiness ContractLoanAmortizationTable


Bank Statement

Current Bank StatementThestatementbelowhasbeendownloadedfromthecompanyUSNetworkbankaccountandshowsthebeginningbalanceofcompanyseedmoney,thedepositofthebusinesscontractsalesfromtheVEIWesternRegionalOfficeandacquisitionofasmallbusinessloan. The statement also reflects the payments of initial start up costs and the feesincurredfromsetoftheofficeandinitialmonthlyexpenses,includingrent,utilitiesandinitialpayrollforthefirstmonthofoperations.

A


B


C

Marketing Plan 2016-2017 - Santa Ana Unified School DistrictMarketing Plan 2016-2017 Signum LLC 1401...

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