Plan de Afaceri - Agentie de Public Relations - PRfect Greens

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Transcript of Plan de Afaceri - Agentie de Public Relations - PRfect Greens

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    November 2001

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    Table of Contents

    1. Executive Summary..................................................................................................... 1 1.1. Objectives............................................................................................................ 1

    1.2. Mission................................................................................................................ 1 1.3. Keys to Success................................................................................................... 2

    2. Company Summary..................................................................................................... 2 2.1. Company O ners!ip........................................................................................... 3 2.2. Start"up Summary................................................................................................ 3

    3. Services........................................................................................................................ # #. Mar$et %nalysis Summary.......................................................................................... &

    #.1. Mar$et Se'mentation........................................................................................... & #.2. Tar'et Mar$et Se'ment Strate'y......................................................................... ( #.3. Service )usiness %nalysis................................................................................... *

    #.3.1. Competition an+ )uyin' ,atterns................................................................ * &. Strate'y an+ -mplementation Summary......................................................................

    &.1. Competitive E+'e................................................................................................ &.2. Mar$etin' Strate'y.............................................................................................. &.3. Sales Strate'y....................................................................................................... /

    &.3.1. Sales 0orecast.............................................................................................. / &.#. Milestones.......................................................................................................... 1

    (. eb ,lan Summary.................................................................................................... 11 (.1. ebsite Mar$etin' Strate'y............................................................................... 11 (.2. evelopment 4e5uirements............................................................................... 11

    *. Mana'ement Summary.............................................................................................. 11 *.1. ,ersonnel ,lan................................................................................................... 12

    . 0inancial ,lan............................................................................................................ 12

    .1. -mportant %ssumptions...................................................................................... 12.2. )rea$"even %nalysis.......................................................................................... 13

    .3. ,rojecte+ ,rofit an+ 6oss................................................................................... 13

    .#. ,rojecte+ Cas! 0lo .......................................................................................... 1#

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    ,4fect 7reens

    1. Executive Summary PRfect Greens is a Eugene, Ore. based public relations firm that speciali es in environmental PR. PRfect Greens! areas of specialt" are crisis management, image creation, management of publicit" events. #ll of these activities ensure the proper management of sensitive environmental concerns b" companies $ho are not t"picall" seen as environmentall" friendl".

    %"pical clients $ill include mining companies, natural gas e&traction companies,

    and lumber companies. %hese clients see' a professional firm to assist in their perceived public environmental image. PRfect Greens $ill rapidl" gain mar'et share through the use of speciali ed, innovative customer attention.

    (" leveraging it!s competitive advantages, PRfect Greens $ill )uic'l" gro$ it!s customer base. *aving a speciali ed s'ill set $ith e&perience in environmental PR $or' $ill provide PRfect Greens $ith valuable insight that other PR firms are unable to offer. #dditionall", PRfect Greens prides themselves on offering unmatched fle&ibilit" $hich $ill allo$ PRfect Greens to seamlessl" meet an" need a client ma" have.

    PRfect Greens is a partnership of t$o industr" professionals $ith "ears of e&perience and insight. PRfect Greens $ill leverage their s'ills, e&perience, and innovative approach to reach profitabilit" b" month 10, generating revenues of +2 -,000 b" "ear three.

    1.1. Objectives

    %he ob ectives for the first three "ears include/

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    1.3. Keys to Success

    %he 'e"s to success are/ • #ttention to detail. • %hin'ing outside the bo&.

    • Professionalism.

    • Results.

    Highlights

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    2.1. Com any O!nershi

    PRfect Greens is a private partnership o$ned e)uall" b" (ir' Grunola and#rbor *ugger.

    2.2. Start"u Summary

    %he follo$ing e)uipment $ill be needed/

    • %$o des's and chairs. • %$o file cabinets.

    • %$o computer s"stems including one license of 4uic'(oo's Pro, t$o licenses of 5icrosoft Office, a 67 R3, printer, digital camera and a 789 connection.

    • (urrelle!s media director".

    • 8ubscription to 9e&is Ne&is researching tools.

    • 3ebsite development.

    Please note that the follo$ing items $hich are considered assets to be used for more than a "ear $ill be labeled long term assets and $ill be depreciated using G.#.#.P. approved straight line depreciation method.

    Start-up R i t

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    Start-up $unding Start-up Expenses to $und 829#& Start-up !ssets to $und 8(39&&

    otal $unding Required 8((9 !ssets Non-cash !ssets %rom Start-up 839* "ash Requirements %rom Start-up 8&/9 & !dditional "ash Raised 8 "ash Balance on Starting &ate 8&/9 &

    otal !ssets 8(39&&

    Liabilities and "apital

    Liabilities "urrent Borro'ing 8 Long-term Liabilities 8 !ccounts (ayable )#utstanding Bills* 8 #ther "urrent Liabilities 8

    otal Liabilities 8 "apital

    (lanned +nvestment !rbor 8339 Bir, 8339

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    companies $ho are loo'ing to improve their environmental image or manage a crisis. %he main services offered are/

    • Crisis management. %his is a reactionar":proactive service that helps the customer manage a crisis or situation that if left unattended could create significant amounts of bad press and tarnish the public image of companies that alread" have sensitive environmental images b" virtue of the fact that the" operate in sensitive environmental areas.

    • Image creation. %his service designs and implements a certain public image, t"picall" an image that is pro environment for a compan" that is in

    an anti environment industr".

    • Management of publicity events. %hese services develop and manage client sponsored publicit" events $hich are designed to strengthen the clients perceived environmental commitment.

    #. Mar$et %nalysis Summary PRfect Greens $ill primaril" serve three different target segments $ithin the environmental PR space/ gas companies, mining companies, and lumber companies. %hese different industries $ill be targeted because the" represent a large amount of business activit" in this region and because the" have struggled in the past to maintain an ideal:reasonable public image.

    %hese segments $ill be targeted through an advertising campaign and

    net$or'ing activities tailored to each industr" customer.

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    National >orest. =inross had to endure a public relations fiasco $hen multiple environmental groups $ere bringing legal claims against

    =inross due to the release of effluents into the 8antiam River, themain source for the 8antiam 3atershed, the source of $ater for 8alem and other nearb" cities.

    • Lumber companies. %here are a lot of lumber industr" obs in Oregon. (oth Georgia Pacific and 3illamette ?ndustr" are t$o multinational corporations that 1< do a lot of logging as $ell as processing 2< and have struggled to maintain a environmentall" friendl" public perception.

    ar,et !nalysis

    2 1 2 2 2 3 2 # 2 & (otential "ustomers 7ro t

    ! C%7

    4 as companies < 1& 1( 1* 1 1/ (. /< ining companies /< ## # &2 &* (2 ./&&lt