Aloe 11 Business Plan

ALOE 11 STUDIOS

BUSINESS PLAN April 25, 2018 1

EXECUTIVE SUMMARY Alexis D. Bernard Aloe 11 Studios 105 Kings Lane Franklin, Va 23851 April 25, 2018 Startup Downtown Franklin 600 N. Mechanic Street, Suite 301 Franklin, VA 23851 Dear Startup Downtown Franklin Committee: This business plan outlines the launch of Aloe 11 Studios, an art gallery and studio that will host events in the Franklin area. The venture requires $50,00 in start-up funding, of which the owner will contribute $20,000 as a paid in capital. A conventional loan of $30,000 will complete the start-up financing. Start up funds will be utilized to pay for renovations, general and administrative costs for the first 6 months of operations. Aloe 11 Studios will be owned and operated by the lead designer that has over 5 years in the art industry.

Positioned as a valuable and unique entertainment and services provider, Aloe 11 Studios will offer a variety of customized graphic design and web design products and services, as well as a contemporary art gallery that can appeal to everyone in the area. The business will cater to the local community and will offer workshops, paint nights, and hosted artist showcases. I want to bring in a wide range of ideas, experiences and specialized services to Franklin. I believe it is key to share goals and values with the community which is why I know Aloe 11 Studios will thrive. By focusing on unique passions and interests in art, I plan to solve and exceed the needs of all patrons. With Aloe 11 Studios, emphasis is placed on creating a welcoming atmosphere with engaging visual experiences for all. Thank you for your consideration. For any further information or questions, I can be contacted at (757) 653-1786 or at alexisdaniellebernard@gmail.com.

Very respectfully,

Alexis Bernard Alexis Bernard Owner, Aloe 11 Studios

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“Design is the fundamental soul of a manmade creation” - Steve Jobs MISSION STATEMENT Aloe 11 Studio’s key mission is to inspire and bring people together through the use of art for the greater good. With pride and purpose, the company will offer cultural enrichment through the arts to the community.

COMPANY BACKGROUND Aloe 11 Studios will provide an art gallery for art exhibits and to host events. Aloe 11 Studios will also offer specialized graphic and website design work. Aloe 11 Studios is a business that knows the value of skilled and dependable specialists to assist with all your creative needs. Being both an art gallery and design studio distinguishes us from our competition. Aloe 11 Studios takes pride in offering a unique innovative experience to the Hampton Roads area and beyond. What distinguishes us from competition is the ability to offer both services and entertainment to the local area. With Aloe 11 Studios, emphasis is placed on creating a welcoming, contemporary atmosphere and provides graphic design products and services.

Aloe 11 Studios will be a LLC business and is structured as a service provider to the community. The company will consist of employees (including but not limited to the gallerist, director, registrar, editor, assistant and art handler). The gallerist, also known as the owner, will be at the top of the internal structure and will act as the employer, will select artists to feature and will create the exhibition schedule. The director will be responsible for day-to-day operations and sales. The registrar will be in charge of shipping and deliveries, inventory, ensuring the cleanliness of the facility and daily openings and closings of the studio. The editor will create and publish in-house materials as well as producing and maintaining gallery archives.

The assistant will act as the receptionist, will greet visitors and will assist at all levels of the organization. The art handler will install exhibits, and ensure that works are displayed in ideal conditions.

As the creator of Aloe 11 Studios, I am a creative, hands-on professional with experience in graphic design, cyber security and marketing analyzation. I am a dedicated artist with a passion for art history, who thrives across functional teams, including marketing, technical production and sales. As a 2016 graduate of Old Dominion University, I earned my Bachelors of Art in Studio Art with a minor in Communications. Previously, I’ve been involved in the Rawls Art Museum Program, Future Business Leaders of America (FBLA), Member of Distributive Education Clubs of America (DECA), an all-girls STEM program for Paul D. Camp Community College. I am currently a member of the ODU Alumni Association.

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I have previously worked with a small, veteran-owned, SWaM certified, cyber security company named RFK Solutionz Corporation. As the Marketing Analyst and Pearson Vue Certified Testing Administrator I’ve helped design a 1.4 million dollar training center renovation, created and developed an extensive company style guide and planned a grand reopening ceremony that was attended by over 50 people including high ranking military officers and City of Chesapeake Council Members. With over 5 years in the art field, I have a developed a strong eye for design and a unique innovative spirit that has played a major part in my success. In September of 2017, I earned the employee of the quarter award for my dedication, hard work and passion for the work I did. I helped RFK Solutionz Corporation earn an EC-Council circle of excellence training award and also helped earn the company a 2018 nomination for small business of the year award for the City of Chesapeake.

My skills and specializations include but are not limited to: copywriting, content strategy and production, social media management, photography, event planning, print and publication design and packaging, and website development.

I came up with the business idea of Aloe 11 Studios because I’ve always been passionate about visual art and design. I want to bring my love of visual art and design to the local area and want to make my love of art into a successful business. Over the last 6 months, I’ve done research on the foundations of small businesses. There is a need for more entertainment and arts options in the community. I plan to solve that problem by offering art centered services and events that everyone can enjoy and benefit from. One of my current biggest goals is to unify and revitalize the community. Another goal is to have a place that allows me to have all the necessary tools needed to create and showcase my artwork. I believe it would be valuable to have a place where artists of all kinds could display and show off their talents.

PRODUCT/SERVICE DESCRIPTION Details of products and services: • launching products, brands and events -creative direction and consultations a. layouts: deals in the arrangement of visual elements on a page. It generally involves organizational principles of composition to achieve specific communication objectives. b. color: reflects brand and is used to portray ideas and concepts c. typography: the art and technique of arranging type to make written language legible, readable, and appealing when displayed d. graphics: the art or skill of combining text and pictures in advertisements, magazines, or books. e. interactivity: design for websites which uses other inbuilt software, modules or features aimed at creating an environment for a website or web application user to be actively engaged f. navigation: the process of navigating a network of information resources in the internet, which is organized as hypertext or hypermedia

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g. content: the craft of writing persuasive ads h. user experience: the overall experience of a person using a product such as a

website - event production - brand and corporate identity - web design and development - research and development - print and design services Market position: The marketing position will be a variety-based that will have both high and low sales.

Unique selling position: Aloe 11 Studios will be a unique business in the Franklin area. By appealing to anyone who appreciates art, this company will create a positive atmosphere and will host events that focus on building relationships by sharing creative passions, interests and personalities. This company will offer both services and entertainment to patrons. All products can be customized to meet the needs of clients.

Pricing strategy: Quotes will be competitive and will equate to the value and quality of the work. Hourly rates will also be offered for smaller scale projects.

Value to customer: Aloe 11 Studios will offer visually stimulating art and products that are highly sought after. Most graphic designers work with large firms, but by being a local business, we will be able to offer high-quality images with personalized service while collaborating with patrons with regularly scheduled events in the gallery.

Growth potential: As the community grows and new businesses emerge, people will need a local resource that will offer publishing and advertising services and products as well as means of entertainment. I plan the offer solutions to both of these needs by having a functional art studio that will allow me to create and display my work. I plan to drive the market and by continually improving the total customer experience of patrons, which will increase the volume of visitors and clients by 10% by 2020.

MARKETING PLAN Product: Aloe 11 Studios will offer copywriting, content strategy and production, social media management, photography, event planning, print and publication design and packaging, and website development services. These products will beat completion because Aloe 11 Studios is a small business that is willing to innovate beyond the familiar for a personalized customer experience. By offering superior products and services, Aloe 11 Studios will be able to confirm the client’s loyalty and build credibility in the local area.

Price: Price quotes will equal to the value of work and will send the correct price quality signal to all clients. Income will be maximized by having a key niche with a high demand, which will lead to more referrals and sales volume.

Promotion: Marketing campaigns will be based on interests and values of key consumer demographics. The Aloe 11 Studios brand will offer a clear message that emotionally connects with the target market and helps build favorable reviews in the area.

Place: Aloe 11 Studios will advertise via social media ads, newspaper ads, email marketing, direct mailings, public relations, and workshops.

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Market Analysis: The current competitors to Aloe 11 Studios are the Rawls Art Museum, the Main Event, Paul D. Camp Community College, Insercorp and local freelance graphic designers and photographers. The strengths of competitors are the amount of staff, financial resources, locations, and brand recognition. The weaknesses of competitors are limited emotional connections to clients and limited innovation opportunities. The target market of Aloe 11 Studios are residents of the city of Franklin and in neighboring cities and counties. Scheduled events and workshops hosted by Aloe 11 Studios will be geared towards groups including children 12 and under, teenagers and adults, each reflecting their respective interests.

Marketing Strategy: Aloe 11 Studios will differentiate from competitors by effectively offering specialized services at a favorable location. The business will also offer unique products, and provide exceptional customer service to create long-lasting positive relationships. Aloe 11 Studios’ goal is to retain customers and get patrons and visitors to shop exclusively with the business. Aloe 11 Studios will have a strong outreach program to capture the attention of new potential patrons and will also serve as a way to promote exhibiting artists.

Marketing and Sales Plan: Aloe 11 Studios will feature a gallery with quarterly exhibits from local artists in the area. Artwork created in-house will be displayed in addition. Marketing campaigns will revolve around featured exhibits. The studio will feature window displays that will capture the attention of key target audiences. The environment of Aloe 11 Studios will feature modern finishes, an open floor plan, and a welcoming environment for all. Calming music and scents will be utilized to create a positive sensory experience that will entice visitors to purchase services and products from Aloe 11 Studios. Creating a proper venue, which includes a key location, amenities, lighting, comfortable seating, and appropriate art are key factors that Aloe 11 Studios will take into account to support the company brand and reinforce values.

COMPETITOR ANALYSIS The current and potential businesses that are competitors to Aloe 11 Studios are companies that offer graphic design services and local entertainment venues. Strategies that make them successful are geographic locations, high volume manufacturing abilities, patents, trademarks and copyrights, and buying abilities. The competitors have vulnerabilities that can include negative company image and branding, low quality of services and products, bad customer service, limited style options. Aloe 11 Studios’ competitive advantage is the ability to offer both services and entertainment in one location. The target market will consist of people of all ages, races, and demographics. Aloe 11 Studios will feature contemporary art pieces and will host events that cater to age groups including children, teenagers and adults. Patrons will visit based on personal interests in art. Clients will visit based on the need for products and services.

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SWOT ANALYSIS Strengths of Aloe 11 Studios includes the ability to offer diverse products and memorable entertainment to the local area. With a strong foundation in art and marketing, this company is able to stand out from other businesses. Aloe 11 Studios will be a resource to the community by creating opportunities for exposure to local artists. The business will strive to collaborate with artists with pride and purpose.

Weaknesses of Aloe 11 Studios are a limited number of employees, a need for constant financial support, and inexperience in running and owning a business.

Opportunities for Aloe 11 Studios are advertising to broaden awareness of art activity in Franklin as much as possible. There is also the opportunity to partner with larger companies and organizations to increase exposure, networking and revenue. Cross-training volunteers for roles in the company will allow for participation from individuals in the area to gain valuable real-world experience and develop key relationships within the business.

Threats to Aloe 11 Studios are local patrons preferring to more established businesses due to lack of awareness. Lack of financial resources including substantial contributions and funding are major threats.

OPERATIONS Production Process Before starting, clearly outlining the job and what Aloe 11 Studios’ role will be required. The business will address the clients’ expectations. By setting up an appointment and going over the contract and service process, the design team will collaborate with clients on what work will be done, working hours, terms that both parties agree to, details about payment, kill fees, assigned due dates and revision dates, how many revisions a client is allowed, meeting dates for draft versions, and clarifying what work is considered “outside the scope” of the job. It is important to set a clear understanding of terms and boundaries before the production starts.

Billing will be outlined upfront and will let clients know what additional edits will cost them (or offer hourly rates) Aloe 11 Studios will give clients controlled choices (A or B) before the production begins. Before working with clients, Aloe 11 Studios will send a detailed questionnaire about their business or product interests, brand history, future goals, competitors, etc. to get a better understanding of what to expect moving forward. Aloe 11 Studios will feature a company warranty, refunds and return policies, and will ensure privacy and security for patrons.

Suppliers Aloe 11 Studios will showcase art pieces from artists throughout Hampton Roads. Keeping positive relationships with artists is key in the company’s survival. Catering will be provided by local grocery stories and restaurants. Flowers will be provided by local floral shops. Furniture, props, sounds and lighting will come from various department stores and online suppliers.

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Equipment/Inventory Item

Expected Purchase Date

Barrier Systems

TBD

Hanging Systems

TBD

Signage Systems

TBD

Drawing, Painting, Print Making and Ceramics, Supplies

TBD

Adhesives and Tools

TBD

Craft Supplies

TBD

Printer and Paper

TBD

Computer Equipment and Design Programs

TBD

Technology Aloe 11 Studios will utilize a website, Adobe Suite Programs including, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Microsoft Office Programs, Quickbooks and Mac operating systems.

Operating Hours Standard hours of Operation are Monday-Thursday 10:00-5:00 Friday-Sunday 11:00-8PM. Aloe 11 Studios will be closed for all major holidays. Peak operating hours are predicted to be Friday through Sunday during the afternoon. Changing of exhibits will result in higher gallery volume. Aloe 11 Studios will accommodate children during spring and summer breaks.

Communication Channels Clients will be able to get in contact with Aloe 11 Studios by landline phones, shopfront, email, and through social media.

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Payment Types Accepted Aloe 11 Studios will accept cash, PayPal and credit. Aloe 11 Studios will not extend a line of credit.

Warrenties and Refunds Aloe 11 Studios will offer a return and refund policy to ensure the satisfaction of clients.

Quality Control To ensure optimal quality throughout the production process, clients will be able to set up appointments to collaborate with the project designer. Getting feedback from gallery visitors will allow for Aloe 11 Studios to continuously innovate and improve customer experience.

Memberships and Affiliations Aloe 11 Studios will partner with local and national art organizations, design enthusiasts, schools and businesses to establish credibility and increase visibility.

FINANCIAL PLANNING

START-UP FUNDING Start-up Expenses to Fund

$20000

Start-up Assets to Fund

$10000

TOTAL FUNDING REQUIRED

$50000 $2000

Assets Non-cash Assets from Start-up

$575 $20000

Cash Requirements from Start-up

$2000

Additional Cash Raised

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Cash Balance on Starting Date

$10000

TOTAL ASSETS $0

TOTAL LIABILITIES

$20000

Capital

$35,000

Planned Investment Principals

$8,265

Investor 2

$0 $8,265

TOTAL PLANNED INVESTMENT Loss at Start-up (Start-up Expenses)

($2,065)

TOTAL CAPITAL

$6,200

TOTAL CAPITAL AND LIABILITIES

$6,200

Total Funding

$50000

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TIMELINE • Create and develop business plan Completed • Research potential funding sources Completed • Draft up a budget In Process • Start sourcing materials In Process • Start drafting artwork details price list TBD • Create business website and social media pages TBD • Hire key staff TBD • Acquire studio/gallery location In Process • Plan for building renovations TBD • Plan for any new artwork that needs to be made In Process • Update mailing list of potential clients and patrons TBD • Organize publicity packets for grand opening TBD • Make calendar listing for exhibitions TBD • Print, mount and install art pieces and labels TBD • Test all design and printing equipment TBD • Plan for grand opening of Aloe 11 Studios TBD • Offer Aloe 11 Studios products and services TBD • Document exhibition openings with digital photos and videos TBD

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