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UmbrellaPink: Brand Development for Startup Companies. + Graphic Design, Web and Business Services.

Protecting you against the changing elements of business

Business Plan October 2008


Why face the elements on your own?


EXECUTIVE SUMMARY Company Information Name of Company: Umbrella Pink Ltd Company Structure: Limited Company (No. 06657050) Directors/Shareholders: Daniel Pinkney Address: 10 Sutton Road, Thirsk, North Yorkshire YO7 1DJ Telephone: 0844 357 7674 Mobile (Text Only): 0759 060 8676 Email Address: dp@umbrellapink.org Website URL: http://umbrellapink.org Brief Introduction Umbrella Pink is a company that provides creative, business and web services under the one ‘Umbrella’. Built primarily (but not exclusively) with startup businesses in mind, Umbrella Pink aims to provide a single point of contact for the majority of services and products that help get a business up and running. Unlike traditional Business Enterprise Agencies who are predominantly business orientated and there in an advisory capacity only, Umbrella Pink will have the capacity to provide a whole array of associated services thanks to a network of dedicated business and creative Partners. Formed by Daniel Pinkney, former Creative Director of Ellahi & Pinkney, Umbrella Pink can provide all manner of creative consultancy and design services such as generating company names and brand identities as well as advertising campaigns, brochures, newsletters and direct mail. However, in order to provide a truly global service that covers most aspects of setting up and growing a business, Daniel will be looking to build a network of Partners from different business and creative disciplines that can all fit under the Umbrella Pink. These could include an accountant, solicitor, photographer, copywriter, illustrator, flash designer, multimedia designer or printer... the list is endless. Prospective Partners will be invited to join by completing an online form and questionnaire in order for us to assess their suitability. Daniel’s aim is to get small businesses with dedicated owners (or freelancers) on board rather than corporate companies. The reason being is that in this day and age people are often passed around when dealing with larger companies and therefore issues usually take longer to address - frustration often being the result. Daniel believes that smaller companies can give a better direct service and are also less intimidating for the client (especially those who are just starting up in business for the first time). To reflect this, one key criteria to becoming a Partner is that there must be only one or two points of contact between themselves and the client. This will help to build a better business relationship for all concerned. Partners will also be encouraged to operate a transparent pricing policy as this helps build trust whilst also enabling new businesses to budget for the services they require. There will be a few exceptions to larger companies being brought on board simply because there may be no smaller companies able to provide that particular service. One such example is a commercial printer who is able to provide large runs of complex jobs to tight deadlines, something a smaller high street printer will not be able to achieve. This may also be an instance where there are several Partners of the same discipline involved in Umbrella Pink but as each has their own niche service they are not competing directly with each other. Partnerships or Affiliate schemes with banks will also be sought enabling us to put together business banking packages for our clients. This also enables us to provide a better service to clients as we working towards providing a comprehensive and varied service. As the network builds, Umbrella Pink will then look to introduce a Voucher/Reward scheme for both the Partners and their clients alike. This will be a scheme that provides incentives for all Partners to promote each others services whilst also giving their clients value led services and products. This will expand into mutual web banner adverts on Partner sites and may also evolve into an online Partner discussion board /forum and regular UP Newsletters. All this will help to build a growing network of associated businesses. And as

UmbrellaPink Business Plan - October 2008




Umbrella Pink will be working with startup companies, new business opportunities will be virtually selfperpetuating for all associated with the network. This growing trend will also lend itself to the Partners using each other’s services as there will most likely already be a strong working relationship between them. An online affiliate scheme may eventually be introduced so that people outside the network can help promote Umbrella Pink and its resident Partners. These affiliates along with existing clients, Partners and visitors registering on the site (possible option for distributing newsletters) mean we can build up a comprehensive database of contacts for future marketing exercises (in accordance with data protection law). Business Objectives The aim of Umbrella Pink will be twofold - one is to bring in creative and design work to enable Daniel to grow the creative arm of the business and the other is to build up a network of suitable and reliable business Partners and third parties that will complement the incumbent creative and business offerings of Umbrella Pink and enhance the perception and reputation of the company. The design work produced by Umbrella Pink will most likely form the main income in the early stages. However as the network begins to grow then this will begin to change. As associated services to maintain the network (Voucher/referral schemes, online forums and affiliate schemes among others) are introduced then is likely that a subscription fee or membership fee could be charged. This would be a natural progression as the financial and business advantages for being a Partner of Umbrella Pink will be substantial. This could ultimately end up with Umbrella Pink being split into two entities i.e Umbrella Pink and dp creative where the former is the business network and the latter the design agency. Market Opportunity An estimated 98,000 new start-ups formed in the first three months of 2008* and although there are many business enterprises (i.e Business Link and Inbiz) together with a raft of business support sites, that are able to offer them support, advice and guidance, none have the tools and services to actively help launch a new business into the market place. For example, Business Link cannot directly provide a business name, brand design, accountant, solicitor, website or web hosting - they are mainly there in an advisory capacity. This is where Umbrella Pink comes into the equation. It can provide new businesses with a unique name and brand and even help compile a business plan that they can take to various business enterprises to help secure funding. Clients can also be directed to the approved Partners of Umbrella Pink (i.e accountant, solicitor, trademark lawyer, web designer) so they have direct access to all services and products needed to get their company up and running. Daniel believes that such a service would be a breath of fresh air to any prospective client. Mission Statement ‘To provide a diverse and adaptive range of business, creative and web services that help provide protection from the changing elements of the market place’ Finance Requirements Umbrella Pink will initially be looking for finance for producing the website, advertising & marketing, stationery and direct mail plus additional business equipment. As Daniel is hard-of-hearing and cannot use the telephone he is also looking to adopt a call handling service such as Office Response (http://www.office-response.co.uk/) to enable calls to be taken on behalf of Umbrella Pink and details routed to him by email. Funding will be sourced for this service also. As the network side of Umbrella Pink begins to grow then further finance may be sought to grow and manage this side of the organisation. *http://www.bytestart.co.uk/content/news/statistics/startups-q1-2008.shtml

UmbrellaPink Business Plan - October 2008




TABLE OF CONTENTS Executive Summary

3

Table of Contents

5

About Umbrella Pink

6

About Daniel Pinkney

7

Comiteq Ltd

8

Current Services & Products

9

Future Partners & Services

10

Preliminary Organisational Structure

11

Competitive Business Strategy (SWOT Analysis)

12

Why UmbrellaPink?

13

Brand Identity

14

Corporate Stationery

15

Website Design & Navigation

16

Lead Generation

17

Marketing Strategy

18

Marketing Analysis

19

Web Banner Advertisements

20

UPStage Newsletter

22

Target Audience

24

Other Income Streams

25

Managing Work

26

Voucher/Reward Scheme

27

Future Prospects

28

Pricing Strategy

29

Startup Costs

30

Startup Grants, Loans and Awards

31

Existing Equipment / Initial Purchases

32

New Equipment to Introduce

33

Cashflow Forecast

34

Web Advertising - Costs/Effectiveness

35

Appendices

37

UmbrellaPink Business Plan - October 2008




ABOUT UMBRELLA PINK Umbrella Pink is a creative design, brand and business development company with aspirations of becoming a North East creative and business portal. This portal will ultimately provide direct access for Startups to a range of incumbent Partner services all dedicated to help them grow their businesses. The portal will also act as an independent network for all the Partners to communicate with each other and share ideas. This setup is perhaps similar to a business networking system such as bmi-europe.com albeit on a much smaller., localised scale. The primary ethos of Umbrella Pink and of that of it’s Partners can be summed up in one word - Loyalty. This will be the basis on which all Partnerships are formed and all business conducted. This together with a oneon-one supportive adopted by each Partner when dealing with a client will go a long way to harmonising business dealings within Umbrella Pink and make for a truly productive business arena. Umbrella Pink will effectively consist of two divisions. There will be the Umbrella Pink ‘Creative Studio’ and the Umbrella Pink ‘Network’ although to independent observers initially they will be one and the same. The design studio forms the basis of Daniel’s day-to-day role in Umbrella Pink as this is where his skill and experience lie - as such he will be offering the following services to prospective clients: • Name Generation Coming up with a unique and memorable name that represents all the company stands for. • Logo Design Creating an image, symbol, typeface or illustration that will be the trademark of the said company. • Corporate Identity Letterhead, Business Cards and Compliment Slip • Company Strapline Compiling a short statement geared round the company’s image and brand promise. (i.e Nike - Just Do It, Apple - Think Different). • Brand Development Applying the new brand (Logo, Identity and colour schemes) to a variety of media types including advertisements and leaflets. • Retainer service Gives the client the opportunity to pay a monthly sum or one-off annual payment for continual amends to stationery and brand design items and subsequent resupply of artwork. Clients will also be given their own unique FTP Login details for the Umbrella Pink site where artwork and associated files can be uploaded, downloaded, or simply stored as necessary. • Graphic Design Services Covers a range of design for print items including brochures, newsletters, leaflets, packaging, and flyers. • Direct Marketing & E-Marketing Printed Direct Mail items that can form part of a mail campaign (we can also source printing and fulfillment). Also E-Marketing campaigns in the form of emails. We are also able to provide tailored databases to a detailed specification. • Advertising Campaigns Composing an advertising campaign across a variety of media including Press, Bus, Adshelters, Radio and TV. The ‘Network’ aspect will involve sourcing prospective Partners to introduce to Umbrella Pink and will involve working alongside existing Partner, Comiteq.

UmbrellaPink Business Plan - October 2008




ABOUT DANIEL PINKNEY Daniel is an amenable, reliable and trustworthy individual who is extremely dedicated in all he does. Highly organised, he has a proven record of successfully managing heavy workloads and working on multiple tasks to tight deadlines. His inherent creative skills and passion for learning make him an excellent problem solver and team-player and have served him well in all his businesses. Although trained as a graphic designer, and having co-owned two design based businesses in the past, Daniel recently diversified in business. In May 2007 he, his father-in-law, and a close friend bought a freehold convenience store in Thirsk. The reason being is that Daniel wanted a fresh business challenge and investment project for the future. Daniel currently manages the store whilst also keeping his design skills up to date with designing a new name/brand for the store and continuous in-store promotions. With various systems and procedures having been introduced as well as a trainee manager now in place, the business is now getting to a stage that enables Daniel to comfortably take time out to pursue other business ventures. At the the moment Daniel is able to spend 4 days a week away from the store and the goal is that within the year, the store will be selfsufficient for a full 7 days a week and be able to operate without frequent intervention from Daniel. This progression will also allow Daniel to move back to Middlesbrough with his fiance Stephanie, daughterin-law Jaden and baby son Isaac. As a result he will be able to work more closely with Stephen at Comiteq and concentrate on realising the potential of Umbrella Pink. By remaining true to his home town he also hopes to provide a valuable contribution to the regeneration of Middlesbrough through working alongside local educational establishments. By offering students work placements, employment and providing live projects to the creative departments, it provides valuable working experience and might even convince some to start their own businesses. Business History 2008: Started Umbrella Pink as a venture back into design after ongoing discussions with Stephen at Comiteq. 2007: Bought an independent convenience store and currently in the process of implementing systems and procedures and training up a manager so that the business becomes self-sufficient. 2006: Left Ellahi & Pinkney to explore other business opportunities and investment projects 2000: Ellahi & Pinkney Ltd - Joined forces with Tanvir Ellahi to set up multi-disciplined design and advertising agency - together they built up the company and took it to a turnover of ÂŁ8.2million in 2004. This included work for companies such as NTL, Business Link, Middlesbrough College, CCAD, Electrolux and Flymo, Stockton International Family Centre, Northumbrian Water, Universities for the North East (UNIS4NE), Marske Furnishings and Middlesbrough FC. They also won several business awards including Best New Business at the Tees Valley Business Awards. 1998: Citrus Creative - started design agency after graduating as a vehicle for various freelance projects

UmbrellaPink Business Plan - October 2008




COMITEQ (www.comiteq.com) At present we have one Partner involved in Umbrella Pink. Recently incorporated, Comiteq limited, is owned by Stephen Ashworth and Danny Webb. With Daniel having worked alongside Stephen several years ago whilst at E&P, he knows all too well that Stephen’s commitment and character are exemplary and ideally suited to Umbrella Pink. Comiteq currently provide a range of design and web services including: • Logos and Stationery • Design for Print • Domain Names • Web Hosting and Email • Broadband service • Web Design • E-commerce • Network Installations Conflict of Interest As Comiteq carry out similar design services as Umbrella Pink (i.e Logos/Stationery) initially there was the issue of how to promote the same service from two companies under the same ‘Umbrella’ so to speak. Such a conflict being the very reason we are looking for only one of each discipline to be present in the network. It is proposed that all design work that is generated by referrals within the Umbrella Pink network to be directed to Umbrella Pink to save confusing prospective clients. However as this will prevent Comiteq from securing any design work from the network then a system needs to be put in place so that they get a fair share of the design workload that is generated. This could involve a percentage of the work being passed through to Comiteq or Stephen and Daniel assessing each job on a case by case basis to see who would be best suited to do the job. Either way Comiteq will effectively be acting as a design subsidiary of Umbrella Pink. However as Comiteq is likely to play a big part of Umbrella Pink this will render the issue academic. One solution is that Umbrella Pink becomes a limited company and either Stephen and Danny come on board as Directors or alternatively Comiteq becomes a minor shareholder of Umbrella Pink Ltd. One thing to note however, is that Comiteq will still remain the sole web provider for Umbrella Pink and all its Partners.

UmbrellaPink Business Plan - October 2008




CURRENT SERVICES & PRODUCTS At present Umbrella Pink currently has only one Partner on board. However, even at this stage the services on offer are diverse and plentiful and is a strong foundation upon which to build the organisation. Design & Creative Company Name Generation Logo & Identity Strapline/Tagline Stationery Brand Design Retainer service Graphic Design Direct Marketing Advertising Campaigns Business Business Plans Web Domain Names Web Hosting and Email Broadband service Web Design E-commerce Network Installations Current Third Party Offerings Business Telephone Numbers (0844, 0845)

UmbrellaPink Business Plan - October 2008




FUTURE PARTNERS & SERVICES Much of this will depend on feedback from early clients and what services they want to see introduced. From a personal point of view (as an existing business owner) then I can see the following disciplines being highly sought after: Business Accountant Solicitor Trademark Lawyer Public Relations and Marketing Creative Support Photographers Web/Flash designer Litho Printer Digital Printer Copywriter Larger Third Party Business Services Business support agencies (for general grants, support, advice) Printers (Digital and Lithographic) Business Banking Answering and Secretarial Services Database management and direct marketing (Marketing File and Selectabase) EACBS Reseller program (http://www.eacbs.com/reseller.php)

HOW TO SOURCE PROSPECTIVE PARTNERS Perhaps the more difficult task of this venture is sourcing reliable, trustworthy partners with a good track record of business that are willing to come on board. Quite often the only way of knowing whether a company or individual possesses the characteristics we are looking for is by having worked with them for an extended period (as with Stephen at Comiteq). Initially we will be approaching known individuals and companies regarding our network to see whether they feel their service is complementary to the network and subsequently if they would like to be a part of it. This will be done in person or by sending a letter along with a questionnaire to complete and return. This Partner questionnaire (see appendices) will cover all the angles thus enabling us to screen possible partners and invite successful applicants on board. In doing so we will have to compile a list of terms and conditions including our right to refuse an application and to remove partners from the listing/network at any time. Reference to Partnership opportunities will also be made on the Umbrella Pink website along with links to an online form/questionnaire which can be filled in and sent direct to Daniel for assessment.

UmbrellaPink Business Plan - October 2008

10


PRELIMINARY ORGANISATIONAL STRUCTURE (The Umbrella Pink Network)

Partner Umbrella Pink Creative Services

Partner

Comiteq Web and Internet Services

Partner Partner

Partner

Partner

Partner

Partner

Partner

Partner

Comiteq Web and Internet Services

Umbrella Pink Creative Services

Partner

Partner

Partner

Partner

Partner

UmbrellaPink Business Plan - October 2008

Partner

11


COMPETITIVE BUSINESS STRATEGY – SWOT ANALYSIS The Internal Strengths and Weaknesses of Umbrella Pink and the External Opportunities and Threats, can be summarised as follows: Strengths: • Extensive experience in field of design and advertising • Varied business experience (startups and purchasing going concerns) • Strong business relationship with Comiteq • Experience in writing business plans for startup businesses • The ideal mix of Creative, Business and Web orientated disciplines • Ability to grow without need for employees and premises (at least initially) • High profit, low risk business. • Minimum overheads (working from home and existing place of work) • No requirement to draw wages, dividends as income already generated from other business Weaknesses: • Finding the ideal companies and individuals to become Partners • Dividing time between the design and promoting network divisions of Umbrella Pink • Daniel’s hearing disability (Inability to communicate by telephone) • Daniel’s other business commitments Opportunities: • Unique business offering to the market place • Possibility of joining forces with Business Link, Inbiz etc to help new businesses • Government funding to grow organisation • Helping the disadvantaged (hard-of-hearing) to start up businesses • Working with students at local educational establishments • Ability to increase passive income through Membership/subscription fees and affiliate schemes Threats: • Being let down by Partner services • Dividing time between design/network divisions as both aspects grow

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WHY UMBRELLA PINK? The name Umbrella Pink is a unique combination of two words that capture the very essence of what the organisation is striving to achieve: Definition: Umbrella 1. A device for protection from the weather consisting of a collapsible, usually circular canopy mounted on a central rod. 2. Something that covers or protects. 3. Something that encompasses or covers many different elements or groups. 4. a single organization, idea, etc., that contains or covers many different organizations or ideas An umbrella’s main purpose is to shield an individual from the rain and other elements - in business terms the rain and elements are factors which could be harmful to any business (i.e competition, time management, new players to the market, not progressing the company, lack of brand cohesion, dated identity and issues or problems with companies that currently provide services to them). Umbrella Pink works to protect companies from these negative elements by providing a whole range of services through its approved Partner network. By utilising the Partners under the one ‘Umbrella’ the clients can work to resolve their issues and help unite their companies goals, business methods and brands to make it strong enough to weather any future business challenges. The structure of an umbrella (especially when viewed from above) is a network of interconnected rods with a fabric linking them together. This is representative of the Umbrella Pink network with a range of Partners (rods) connected by a common goal and ethos (fabric). An umbrella also symbolises weather and as such can also relate to a weather ‘forecast’. Weather symbolises the business elements and therefore this concept can be best illustrated by a ‘business plan’ - a service offered by Umbrella Pink . As for the companies that adopt the services of Umbrella Pink they have to be willing and want to change and to grasp the ideas (i.e keep hold of the umbrella) and concepts that we put forward to help their companies thrive. Failure to do so means it doesn’t matter what we do to help, the umbrella (and the protection it affords) will simply fly away. Umbrella Pink like all umbrellas, is only temporary protection against the elements. In time, these companies will grow strong enough so that it is able to withstand the elements and therefore can prosper without the help of Umbrella Pink Definition: Pink 1. Derived from Pinkney (Daniel) 2. To the highest or best degree: in the pink of health It is the goal of Umbrella Pink to get their business clients and partners into the very best of business health to make them ready for future business challenges and realise their full potential. Also the initials of Umbrella Pink are UP. The only direction Umbrella Pink, their clients and Partners should be travelling.

UmbrellaPink Business Plan - October 2008

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BRAND IDENTITY

Rain Droplet (Elements)

Umbrella and shape of 1 (i.e U come 1st)

To the power of p (pink) & Partners.

Together with pink umbrella panel and shape of U this reflects an upward arrow (UP)

U - the client and partner, Universal

2 Colour Logo Pantone 806 C (Fluorescent Pink) Pantone Black 6 C

Black/White Logo

Reversed out 2 Colour and B/W Logos

UmbrellaPink Corporate Typeface: PMN Caecilia 55 Roman

‘Safeguarding you from the changing elements of Business’ Corporate Tagline/Strapline

UmbrellaPink Business Plan - October 2008

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CORPORATE STATIONERY

Business Card

UmbrellaPink Business Plan - October 2008

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WEBSITE DESIGN & NAVIGATION Being both a creative and business based organisation a delicate balancing act is required to reflect both disciplines clearly and equally. As such Daniel has gone for a simple navigation pane down the left side which shows all the creative disciplines in pink and business orientated ones in black. The centre box (i.e What’s in a name?) will display information on whatever the visitor selects from the navigation pane. For example if you click on the ‘Logo Design’ this will replace the content of the ‘What’s in a name?’ section. This means that the visitor is never taken away from the main part of the site and all matter on the site remains easily accessible. Allowances have been made for five adverts of differing sizes (all standard web based formats). These adverts will be fed from Tradedoubler and in return Umbrella Pink will receive income each time a visitor clicks on an advert. This also enhances the image of the site as it makes it appear to be established and popular as well as providing more business options and products for the visitor. There are also links to other business related sites, a latest news section (when new partners are introduced) and a client login section where clients can access artwork and upload/store relevant files.

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LEAD GENERATION Lead generation for Umbrella Pink is to be sought through several avenues, including: 1. Word-of-mouth (utilising existing contacts and friends/family) Daniel has produced and printed some high specification business cards that reflect the design nature of Umbrella Pink and its commitment to quality and excellence. Some of these will be distributed through friends and family and through existing contacts to help spread the word of this new venture. 2. Business Partnerships forged with Umbrella Pink Through for example Comiteq. 3. Web advertising (on business start-up sites). Such sites may include: http://www.startups.co.uk http://www.smallbusiness.co.uk/ http://www.startinbusiness.co.uk/ http://www.bytestart.co.uk/ http://icnortheast.icnetwork.co.uk/ 4. Approaching business enterprise organisations Offering the services of Umbrella Pink, and in particular the creative side (corporate ID, Logos, Stationery etc) to companies involved in Business Link’s startup scheme. 5. Voucher/Reward schemes for partners and clients By implementing a voucher reward scheme for all clients and partners it encourages them to promote the services of Umbrella Pink and also gives new customers value led services 6. Web affiliate schemes Utilising for example Google Adsense, TradeDoubler and Commission Junction as well as setting up the company’s own web affiliate scheme through the web advertising banners. 7. Approaching past contacts for general design work This can include all clients who Daniel had previously done work for. Middlesbrough College for example. 8. Approaching newly incorporated businesses in the region As new companies are formed many will require an identity designed and stationery to begin trading officially. Umbrella Pink will initially contact newly incorporated businesses in the Middlesbrough catchment area and may expand depending upon feedback. These can be approached either through Direct Mail or email marketing with data secured from Marketing File and/or Selectabase. 9. Entering Umbrella Pink into design and business awards Entry details for design awards be located in industry periodicals whilst business based awards can be sourced from local press and j4bgrants.co.uk. These will help raise awareness of Umbrella Pink as well as enhance its brand perception. 10. Public Relations As Umbrella Pink grows and makes connections with new Partners then these can be communicated to local media via a PR company in the form of Press Releases (hopefully by then, an Umbrella Pink Partner) 11. Relationship with local College and Universities With Stephen and Daniel having both gone to local colleges and Universities (CCAD and University of Teesside). Umbrella Pink hopes to build a relationship with these institutions to provide working projects, works experience and possibilities of newly formed Partner services (from graduates setting up businesses). 12. Umbrella Pink Newsletter Create a monthly or bi-monthly newsletter that others can subscribe to via the UP website.

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MARKETING STRATEGY As Umbrella Pink is targeting newly established businesses and those that are in the process of starting up a business then it is necessary to source the best channels for approaching this market and to find out where such prospects can be found. From initial research the following solutions have been gathered: 1. Business Enterprise Centres (i.e Business Link and Inbiz) 2. Business Startup websites (i.e startups.co.uk) 3. Companies providing contact information of newly established businesses Daniel will investigate and progress on the above solutions as follows: Business Link / Inbiz / Walkerhall Approach several business enterprises and companies specialising in helping new businesses, to investigate any opportunities that may be in place enabling up to become a provider of creative services for their clients or even become a partner working alongside such organisations. Given that Daniel has experience in starting up three companies he has valuable insight into the pitfalls and procedures necessary to get a business up and running. Umbrella Pink aims to work alongside a selection of these organisations to help provide a comprehensive offering for new businesses in the region. Business Startup Sites As mentioned in the Lead Generation section Daniel intends to place banner and skyscraper adverts in the UK’s leading business startup sites. As a tool for approaching new businesses and driving traffic to the Umbrella Pink site it could prove invaluable. As an example of the coverage these can offer, startups.co.uk has, for example, over 139,000 unique users every month, which offers unparalleled access to an audience that is notoriously difficult to reach* Database Companies providing contact details for new businesses Daniel has sourced two companies that can provide contact details for new startups covering a range of criteria - Marketing File and Selectabase. MarketingFile provides direct marketing data and services to thousands of customers in the UK and Europe. Instant access to 48m business records and 378m consumer records across 128 lists. This helps to market our products and services to potential new customers at work (or home) using address, email, telephone and fax data from MarketingFile and can be downloaded immediately. Selectabase is very similar to Marketing File but do not provide email addresses so is not suitable for email marketing campaigns. By utilising the services and products of both the above companies Daniel is able to source a comprehensive list of newly incorporated businesses, what’s more he can continue to get new data each month so the marketing push can continue indefinitely. Further search criteria from both companies enable him to refine Umbrella Pink’s target audience criteria by geographical area and by type of startup. So for example he can get a list of new startups in the financial sector situated within the Cleveland and North Yorkshire area. This allows him to design an e-marketing campaign more suited to the target audience and therefore is more likely to be noticed and followed through. For those without a contact email he can send out a letter based direct mail piece that includes web based promotions as the fact that they do not have an email address lends to the possibility that they do not have a web domain and internet services. As both these companies offer B2B (Business to Business) and B2C (Business to Consumer) lists they will also end up being third party services that we can offer our own clients and as a result enhances our reputation as a provider of direct mail services.

* http://www.crimsonbusiness.co.uk/03791175909641879400/startups-co-uk.html

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MARKETING ANALYSIS As we are looking to use several avenues to generate leads and interest it is necessary to be able to measure each ones effectiveness. The way we intend to do this is through using alternative email addresses and phone numbers on each media. For example our email marketing campaign may have a call to action with the email address ‘email@ umbrellapink.org’ and an 0844 number that is independent of the main company number and any other marketing activity. This enables us to measure the success (or failure) of each activity so that in the future we can concentrate on pursuing only those activities that perform best.

PROMOTIONAL MATERIAL FOR ENTERPRISE AGENCIES In order to promote Umbrella Pink services to clients at Business Link and Inbiz (as well as other Business Enterprises) it may be necessary to produce a leaflet or other marketing piece to give to clients or to be placed in the startup packages given out by Business Link. This is something that can be discussed in depth with Business Link before commencing work on a design.

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WEB BANNER ADVERTS In order to attract attention, and provide more detail on the services of Umbrella Pink we plan to go for a flash based banner advert which progresses in stages. The below storyboard based upon a standard 468x60 pixel web banner advert gives an example of how this might be done. As well as the wording in the adverts fading in and out the cloud and rain illustrations will be animated to help draw attraction and highlight the Umbrella Pink concept. The Cloud will start raining representing the fact that you are starting out in business and there are many elements (business/weather) to contend with. Initially heavy, the rain will ease off as we go through the services offered by Umbrella Pink. Ending up with the rain vanishing completely as you are protected by the Umbrella Pink.

Just Starting Up in Business?

Need a Name, Identity or Website...

...Direct Marketing or Advertising Campaign?

Or just access to local Business services? The above statement/section may be omitted from adverts based on national business sites

Brand Development for Startup Companies. + Graphic Design, Web and Business Services.

UmbrellaPink: Safeguarding you from the changing elements of Business.

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More in keeping with our square business card format, the below web adverts are based upon a standard 250x250 pixel format for web advertising.

5.

1.

Just Starting Up in Business?

6.

2.

Brand Development for Startup Companies. + Graphic Design, Web and Business Services.

Need a Name, Identity or Website...

7.

3.

...Direct Marketing or Advertising Campaign?

UmbrellaPink: Safeguarding you from the changing elements of Business.

4.

Or just access to local Business services?

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UPSTAGE NEWSLETTER As a more long term marketing strategy and income generator, Daniel is aiming to introduce a monthly or bimonthly newsletter that can be subscribed to by any visitor to the website. This will be a more personal and direct route to prospects rather than having to trawl through the website. The chosen name is an evolution of UP and it also represents a Stage from where contributors can air their views, news and contributions. It also means to divert attention from a competitor and bring yours into the limelight, and therefore relates to competitive business tactics. As readership builds, new UP Partners introduced and more external contributors become involved (including students) then the newsletter will evolve and flourish. Eventually it could end up being a regional startup / small business magazine that bridges creative and business disciplines as well as industry and education. As such advertising income will increase and will bring additional income to UP as well as help cover costs for producing such a magazine. Items to be included in UPStage could be as follows: • Introduction / Editorial • UP Partnerships - New introductions and Advantages of being a Partner • Design & Creative Case Studies • Design Tips • Business Tips • Guide to Marketing Spiel / Language • Job Boards (Graduate Employment) • UP Advertising • Partner Advertising (Free) • Third Party Advertising (Cost) • Business reading and reviews • Partner contributions (i.e Financial news from IFAs) • Blog higlights (Blog to be incorporated on UP Website) • Student contributions (Creative and business disciplines) plus journalism. • UP Vouchers and offers • Partner Vouchers and offers • As the readership and UP builds then look to introduce Awards scheme (Creative, Business and Student) • Charitable contributions, news and sponsorships • Look at Businesses for sale (ukbusinessesforsale.com)

Sample Cover / Headliner

• Review of business services (i.e 0844 numbers, telephone services, broadband etc)

UmbrellaPink Business Plan - October 2008

22


Sample inside Spreads

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23


TARGET AUDIENCE Primary Target Audience The primary target audience is startup companies in the North Yorkshire and Cleveland regions. This local market enables Daniel to provide a face-to-face service as and when required whilst also contributing to our local economies. Umbrella Pink’s Partners will also reside within these regions so again they are able to provide better and more personal services to their startup clients. The only exception to this would be the larger third party companies such as database management and business banks that cannot be locally sourced. This approach gives Umbrella Pink a niche audience to aim for rather than look for the mainstream. This helps give focus to all the promotional activities and efforts. Effectively targeting specifics to achieve maximum market penetration. However the startup market is not specific to a particular sector of business and covers a range of different disciplines. This means acquired work remains varied and interesting whilst also protecting Umbrella Pink against negative downturns in a particular business arena.

Q1 2007

114,500 Startups

136,200 Closures

Q2 2007

126,700 Startups

124,400 Closures

Q3 2007

97,700 Startups

120,100 Closures

Q4 2007

86,400 Startups

111,900 Closures

Q1 2008

98,200 Startups

99,900 Closures

98,000 new startups we’re formed in the first three months of 2008. The most popular industries for startup were business and financial (27,500), construction, (15,100) and retail sector (10,700)

Why Start-up Businesses? Startup businesses are predominantly new ventures and as such will not have a logo, stationery, brand identity or website in place. Subsequently they will not have any promotional activity or advertising in place. Given that these are among Umbrella Pink’s primary offerings it makes sense to target only these companies. The smaller startup companies (individuals and partnerships) may also not have other services ready and in place such as an accountant, solicitor, call answering services etc. Which again is where Umbrella Pink can help in the form of its Partner offerings. Secondary Target Audience Not wanting to restrict Umbrella Pink to the one market Daniel will also be approaching businesses in general. This will be mainly for services such as direct mail, brochures, advertising campaigns and even rebranding should a company feel their identity needs a refresh. Being our secondary audience this won’t be as actively promoted and advertised as with the startup campaigns. However references to these services will be made on the primary advertising and promotional materials. This helps appeal to the secondary audience as well as enhancing the Umbrella Pink brand to startup companies showing that its offer a full range of creative and business services.

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OTHER INCOME STREAMS In addition to UP’s creative services and the voucher / referral scheme explained on page 25 (generating income from client and Partner referrals) Daniel is aiming to get several systems in place that can generate further income to Umbrella Pink as well as complementing all our offerings. These could include some of the following: 1. PPC (Pay per click) Advertising Networks Google AdSense is the most popular option under this category, but there are also others. The network can serve contextual ads (either text or images) relevant to the website, and UP will earn a certain amount of money for every click. Sites such as www.tradedoubler.com will place banner and skyscraper adverts on the UP site that are both relevant to the site content and from which commission will be made for every click, unique visitor, lead or sale generated. 2. Monetization Widgets The latest trend on the web are widgets that let you monetize your website. Examples include Widgetbucks and SmartLinks. Some of these services operate under a PPC scheme, others behave like text link ads, others yet leverage affiliate links. Their main differentiator, however, is the fact that they work as web widgets, making it easier for the user to plug and play the service on its website. 4.Premium Content Some websites and blogs give away part of their content for free, and charge for access to the premium content and exclusive tools. 5. Private Forums While the Internet is populated with free forums, there is also the possibility to create a private one where members need to pay a single or recurring fee to join. There are many possibilities to create a private and profitable forum, you just need to find an appealing angle that will make it worth for the members. 6. Job Boards The advantage of this method is that it is passive. Once you have the structure in place, the job listings will come naturally, and you can charge anywhere from $10 up to $100 for each. 7. Paid Surveys and Polls There are services that will pay you money to run a small survey or poll on your website. The most popular one is called Vizu Answers. Basically you need to sign up with them, and select the kind of polls that you want to run your site. Most of these services operate under a CPM model. 8. In-text Adverting In-text adverting networks like Kontera and Vibrant Media will place sponsored links inside your text. These links come with a double underline to differentiate them from normal links, and once the user rolls the mouse over the link the advertising will pop. Should the user click on it the site owner will make some money. Some people make good money with this method, but others refrain from using it due to its intrusiveness. It is also interesting to note that very few mainstream websites have experimented with in-text advertising. 9. Selling an Ebook Perhaps one of the oldest money making strategies on the web, using a website to promote a related ebook is a very efficient way to generate revenue. 10. Creating an Email List or Newsletter Email lists and newsletters represent one of the most powerful marketing and money making tools on the Internet. They offer incredible conversion rates, and the possibility to call people to action in a very efficient way. Creating a big list is a difficult task though, so if you have a popular website you could leverage it to increase the number of subscribers on your list.

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MANAGING WORK Being hard-of-hearing Daniel is unable to use the phone so has compensated for this through working on a face-to-face basis and utilising web and email services as his primary method of contact. There is also an advantage to this in that email correspondence puts everything down in writing - phone conversations can often cause dropped and mixed messages but with email everything is written there in black and white for both parties. Daniel also has a mobile which is set up to receive emails the instant they have been sent. This makes it far easier Daniel to keep on top of managing work and also enables him to reply when out of the office. It also synchronises with his computer remotely enabling him to update calendars and contacts whilst out of the office. However, Daniel will be looking at various virtual office and phone answering services so as to not alienated clients wishing to utilise the phone. Such companies like moneypenny.co.uk, messagebase.co.uk, eReceptionist and Office Response all offer call handling, answering services and help give Umbrella Pink a better, more efficient and professional edge. At least until such a time that the company expands enough to warrant employing staff. The virtual office service could also end up being a Partner service as many startup companies will be individuals and therefore need a solution whereby they don’t miss out on possible business prospects. Working on a one-to-one basis for Partners and Clients One reason for adopting this method is that Daniel feels working on a one-to-one basis also feels more personal, less intrusive and more direct whereas dealing with larger organisations people tend to feel lost. For example, an accountants firm can have several different departments with differing people dealing with differing subjects. In an ideal world most clients would like to deal with one accountant or at least one contact at the firm who can deal with all issues - whether a PAYE query, tax query, self-assessment or general advice. Even if the primary contact cannot deal with the issue directly they can always delegate within their firm to tackle the issue. Once sorted the primary contact can then get back to the client. This avoids confusion and also problems in communication when a task or message is passed through several people at the same company. Work Experience Having been Creative Director of a design and advertising agency, Daniel has first hand experience in managing multiple jobs from inception through to artwork (often having over 30 live jobs to manage simultaneously between himself and one other designer). Although primarily a graphic designer, his position at Ellahi & Pinkney occupied a variety of other roles including Studio Manager, Artworker, Production Manager and IT Administrator. All these skills will be required as the design element of Umbrella Pink begins to establish itself. Questionnaires In order to get quality feedback from the client (for producing a brand identity or business plan) a detailed questionnaire will be provided to the client. This not only gives Daniel the opportunity to delve into the mindset of the client but also gets the client thinking themselves about their own business. The client is encouraged to fill in the questionnaire in their own time so they don’t feel as pressurised as they might do in a business meeting. These questionnaires can be either emailed to the client or downloaded in PDF or Word format (to fill in electronically) from the Umbrella Pink website which can then be emailed back to Daniel. Such examples of these questionnaires can be found in the appendices section.

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VOUCHER/REWARD SCHEME This is basically a referral scheme between both clients and partners of Umbrella Pink. Client Referral Scheme As an example, Umbrella Pink gives a satisfied client vouchers for a range of Umbrella Pink services (i.e £10 off a logo design, £10 off a business plan) that they can pass on friends or colleagues. These vouchers will be imprinted with a code relating to the client so that when the voucher is then redeemed by a new client, Umbrella Pink will know from the code on the voucher where the referral came from. As well as giving the new client £10 off a logo design or business plan, we would also reward the first client with a £10 credit or cheque. This would encourage already satisfied clients to actively promote our services and although we may lose a little on the first job - the opportunity has been presented for us to secure a long term client. Partner Referral Scheme In this example, Umbrella Pink gives a client vouchers for a range of Comiteq services (i.e £10 off a Website Design, £10 off a web hosting package) - these vouchers will be imprinted the Umbrella Pink logo. When the voucher is then redeemed by the client at Comiteq, Comiteq will know that the referral came from Umbrella Pink. The same would work in reverse with Comiteq having vouchers for Umbrella Pink services. Again a referral fee equivalent to the voucher worth (i.e £10) would also be given to Umbrella Pink. Again this works both ways and encourages each Partner to promote the other Partner services. Formats These vouchers could take one of many forms from traditional paper vouchers, through to e-vouchers that can be sent by email and web banner advertising. Eventually we may also be able to offer vouchers that can be sent to mobile phones. Paper vouchers would be best when dealing face-to-face with a client and could also form part of the Partner’s own corporate introductory pack (i.e brochure, folder, leaflets etc). In fact it could be used on any part of the client’s printed literature as well as press adverts if they so desire. E-vouchers could be sent as part of a email campaign - for example if a new partner is brought on board an evoucher could be emailed to the clients of all Umbrella Pink Partners (which could be a substantial total). This is one such reason why an eventual subscription or membership fee could be introduced - as membership of such a network will undoubtedly bring business to the new Partner. Plus as the network grows, so also, will the referral fee income for all. Vouchers may even be in the form of web banner advertising - i.e Comiteq could have a web banner advert on the Umbrella Pink site which is basically an offer led promotion. When a prospective client uses this link then Comiteq will know that any subsequent work from this enquiry can be traced back to a referral from Umbrella Pink . Affiliate Scheme The Voucher/Reward scheme could also be expanded to an affiliate scheme where individuals outside the Umbrella Pink could be rewarded for driving traffic to the site and even driving business to the Partners. This will of course need to be assessed to see if it is a viable option.

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FUTURE PROSPECTS 1st year aims/objectives: • UmbrellaPink.org website up and running and fully functional - including client login, FTP space, Merchant services for online payments and questionnaires for client download. • Referral/vouchers scheme up and running with Comiteq as test run for bringing in additional Partners. • Active links and banner advertising on Umbrella Pink and Comiteq sites from suppliers such as Trade Doubler.com. • Banner advertising on Business Enterprise and Startup sites. • Several partners to added to the Umbrella Pink organisation. • Look to see if the Umbrella Pink organisation or offering can become a part of the service offered by Business Enterprise agencies • A small network of clients upon which to build long-term business relationships. • A first year turnover of £12k (creative design services) 2nd year aims/objectives: • Further build the Umbrella Pink Partner base • Refine the Voucher/Referral scheme between partners and clients • Web Affiliate scheme up and running . • 2nd year turnover of £24k (creative design services only) • Establish a steady income and new business stream from referrals and affiliates • 2nd year turnover of £24k (creative design services only) 3rd year aims/objectives: • Setup an online networking/discussion board for partners • Build the organisation sufficiently so that a Subscription or Membership fee can be charged • To be in a position where we can look to purchase freehold business premises in the region giving us a base from which to work as opposed from working at home. This also gives rise to further investment in the form of property which can only be beneficial in the long run. Ideally we would like to purchase a building in need of renovation and convert it into a smallbusiness centre thereby not only having offices for ourselves but are able to provide and rent out offices for some of our smaller Partner services. This helps maintain the community feel of Umbrella Pink and its partners as well as having several business services under the one roof which makes it beneficial to our clients (imagine having your design agency, accountant, solicitor, web company, PR services all under the one roof (or Umbrella). This is also an additional income generator bringing in rental payments. This we feel is the ultimate aim for Umbrella Pink. • Look to employ 1-2 designers/account handlers who can effectively take over Daniel’s role leaving him free to concentrate on expanding the business and exploring other business opportunities. We will also be looking to bring in an admin person to take calls and deal with day to day paperwork and office management. Long term aims/objectives: • Explore the feasibility of applying the Umbrella Pink brand and strategy to other areas of the country but as a separate entity (i.e Umbrella Pink Middlesbrough and Umbrella Pink Newcastle). Although this will introduce new Partners to the new regional organisation, the web design and creative aspects could remain with Comiteq and Daniel allowing them to build their own sidelines. • Possibly split the Umbrella Pink brand into two separate companies – one being the design agency and the other being the network organisations.

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PRICING STRATEGY As stated earlier on in the plan, where possible costs and pricing should be transparent. This makes the client more confident in approaching Umbrella Pink or any of the Partners. It also gives them the opportunity to budget accordingly. Initially Daniel is looking at a pricing structure that tempts new businesses to use our services but not too cheap as to be unfeasible to work with. As the workload builds and we gain more interest and clients then the prices will be reassessed. Detailed time sheets will be kept for each job thereby allowing us to monitor the profitability of individual jobs and tasks. Over time Daniel will be able to compile a more accurate pricing structure that both keeps Umbrella Pink highly profitable but also entices businesses to continue using our services. Periodic offers will be included on certain services by offering discounts or even provide print services free of charge on some of the larger packages. Pricing Structure Name Generation

Logo Design Option 1

Coming up with a novel and unique name for the client’s business and cross-referencing with companies house and domain name availability.

Option 2

5 Initial Concepts Unlimited Revisions (One designer working on logo concepts).

10 Initial Concepts Unlimited Revisions (Two designers working on logo concepts)

Artwork supplied in all the common formats.

Artwork supplied in all the common formats.

£149

£249

£99 3-day turnaround for first concepts

Corporate ID

3-day turnaround for first logo concepts

3-day turnaround for first logo concepts

Option 1

Option 2

Logo Design:

Logo Design:

5 Initial Concepts Unlimited Revisions (One designer working on logo concepts)

10 Initial Concepts Unlimited Revisions (Two designers working on logo concepts)

Stationery Design

Stationery Design

2 Concepts 2 Revisions Includes Letterhead, Business Card & Compliment Slip.

2 Concepts 2 Revisions Includes Letterhead, Business Card & Compliment Slip.

£249

£349

3-day turnaround for first concepts of logos. Stationery developed thereafter

3-day turnaround for first concepts of logos. Stationery developed thereafter

Pricing Structure Strapline Coming up with an accompanying strapline or tagline that complements the brand promise of the company. Examples include: • Nike - Just do it • Honda - the power of dreams

Brand Development To include the following: 1. Press Advert Design (Landscape and Portrait formats) 2. Web Page Layout / Navigation design 3. Static Web Banner advert 4. A5 Leaflet Design 5. Client Login on Umbrella Pink FTP site to access artwork for all the above.

£129 3-day turnaround for first concepts

£299

Retainer Package This includes unlimited textual amends to all items in the Brand Development package (including changes of orientation, size and textual amends) and the resupply of artwork for each. Also included are any amends /additions to stationery (i.e changes of address, phone numbers and additional business cards for new staff ).

£349pa

(or £29pcm by direct debit)

1 week turnaround for first concepts

UmbrellaPink Business Plan - October 2008

29


Due to the variety of options available for other creative and design work (i.e brochures, leaflets, advertising campaigns) then the client would be expected to email Umbrella Pink with the details and specifications and then a written quotation can be provided. Alternatively an online form may be provided for the client to complete and return. Like a few design companies selling logo design on the web (i.e www.dreamlogo.co.uk) Daniel may give prospective customers the option to pay a percentage of the cost upfront to see the initial concepts and visuals. Once the client has seen these and is happy to proceed to the revisions stage, then the outstanding amount for the work is debited from their card/account. In order to accept card payments online Daniel will be looking to set up a merchant account with the business bank and also a PayPal account as this is currently a popular online payment method.

STARTUP COSTS As the business is to be run from Daniel’s home and existing place of work, then overheads will be extremely low. For example there will be no rent, energy bills, telephone and broadband fees to pay. Also, as Daniel is currently the sole Employee/Director of the company, there will be no wages/drawings taken from the company until it is in a comfortable financial position to do so. This can be done as Daniel currently secures a regular income from his convenience store business. The main startup costs involved in the venture are as follows: 1. Stationery Costs This includes business cards and letterheads, and may also involve a direct mail piece/leaflet to be left with Business Enterprise Centres. Although printed stationery can be purchased very cost effectively, given the nature of this business (brand and graphic design), these are effectively a marketing and promotional tool for the business. As such they need to be of a high calibre and stand-out from the normal run of the mill stationery products. The business cards have already been produced, and with a different format (100mm square), fluorescent inks, matt laminate and spot UV all included they are a unique selling point for the company and its brand promise. Letterheaded paper and possible mail piece will be printed once the website is live. 2. Website Design and Development The website is currently being prepared with the content, design and navigation being developed by Daniel. Once this has been finalised, the completed site will be put in the hands of Comiteq to implement. This will involve the following tasks: a. Ensuring the site works effectively on the top three web browsers (Internet Explorer, Safari, & Firefox). b. Coding the site to accept adverts from TradeDoubler and RSS news feeds from Bytestart. c. Implementing an FTP client login section. d. Incorporating all online forms and email auto responders. e. Setting up online payment gateways (through Paypal and Merchant Account with bank) f. Search Engine Optimisation - ensuring the site gets plenty of hits from business search results. g. Providing a control panel to make it easier to update details on the site. 3. Advertising and Promotion In order to capture a response from the startup market it is necessary to have an advertising presence at places where they frequent. By placing web banner adverts at key business startup sites (.i.e startups.co.uk) then awareness of Umbrella Pink and its services will grow and interested parties will make contact. This also improves the hit count on the Umbrella Pink website and subsequently builds income from the affiliate advertising program with TradeDoubler. To capture the more local market (in addition to placing adverts on North East business sites), letters and business cards will be sent to local startups to inform them of the company’s services and direct them to the website. Contact information for these startup companies can be sourced from Marketing companies such as Marketing File and Selectabase.

UmbrellaPink Business Plan - October 2008

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4. Telephone Answering / Receptionist Service As Daniel is hard of hearing and unable to use the telephone then a corporate answering service is looking to be adopted. One such company is Office Response (office-response.co.uk) who can assign one person to take all calls directed to Umbrella Pink. From initial preparation they will have an in depth knowledge of the company and its services to allow them to answer in a professional manner, and give the impression that they are part of the company. This again gives Umbrella Pink credibility and a good first impression. Messages can then be relayed to Daniel by email, allowing him to progress the enquiry. Once the company grows and staff recruited then there is the option of cancelling this service,. Until then it could prove an invaluable management tool for Umbrella Pink. Prices and quotes for all the above services are currently being sourced. Once we receive them then the figures will be inputted into the Cashflow Forecast. Provisions and calculations can be made with regards to sourcing finance in the form of Grants and Loans from various institutions.

STARTUP GRANTS, LOANS AND AWARDS Funding is likely to be sourced from a variety of avenues including: • Business Link - Advice on which grants/loans Umbrella Pink will be eligible for. Other local business enterprises will also be approached. • Business bank - HSBC or Natwest • Access to Work - Disability grant and financial assistance • Spirit of Enterprise Loan Fund (£1000-£5000) - this is for disabled people within North East England with the aim of helping them into self-employment or, if already operational, to develop their business. Enquiries have been made regarding Daniel’s problem using the telephone and whether he would be eligible for this. • www.j4bgrants.co.uk - although a fee of £50 is required to view grant, loan and award information this could still be a worthy investment. Even once Umbrella Pink becomes established there are various awards that can be applied for that will not only bring finance to the growing venture but recognition of achievement and subsequent publicity.

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EXISTING EQUIPMENT / INITIAL PURCHASES In setting up Umbrella Pink, Daniel has already invested nearly £2000 on business cards, website (currently in progress) registering the limited company, web domain name, email addresses & web hosting, and various reference materials such as design books and Pantone ink swatches (for using with logo designs and corporate identity work). Daniel also has the following equipment (industry standard) already in place which enables him to start producing design work from the outset.

2.

1.

4. 5. 3.

1. Primary Design Machine Apple G5 1.6Ghz PowerPC G5. 2.5GB RAM 300GB HD. Airport Extreme Wireless ready. 23” Apple Studio Display

6.

2. Secondary Design Machine (Freelancer/Backup) Apple 20” Imac, 2.4Ghz, 1GB Ram, 320GB HD. Airport Extreme Wireless ready. 3. Lacie 1TB External HD USB 2 Hard Drive for regular backup (done through Time Machine on Mac OS X Leopard) 4. Creative & Business Software Adobe Creative CS2 (Indesign, Photoshop, Illustrator and Acrobat), Freehand, QuarkXPress 6, Office for Mac (inc Word, Excel) 5. System Software Latest Mac OS X Leopard 10.5.5. 6. Broadband Internet BT 8Mb Broadband / Wireless router (in Thirsk). Virgin 20Mb Broadband in Temporary office in Eston, Middlesbrough. UmbrellaPink Business Plan - October 2008

32


NEW EQUIPMENT TO INTRODUCE Although Daniel has all the equipment to begin trading there are several items to introduce gradually to the business in order to help it function more effectively. These will be sourced either through funding over the course of the year (grants or loans) or introduced gradually using income generated from initial UP jobs.

1.

3.

2.

5.

4.

1. Apple Airport Extreme Router (£119) Enables wireless access at temporary office for all computers plus network connection of all printers/scanners 2. Apple Laptop (£949) MacBook 13” 2.4Ghz, 2GB Ram,250GB HD. Airport Extreme Wireless ready. For working on the go and client presentations. 3. Epson Stylus Photo 2400 (£505) A3+ format printer for proofing, presentations and limited runs of posters. USB connectivity. 4. Samsung ML-2571N (£160) A4 Mono Laser (Network/Ethernet ready) for general usage, documents invoicing etc. 5. Nikon D40 18-55mm Digital SLR Camera (£270) 6.1 Megapixel SLR Digital Camera for client product shots and building UP photolibrary.

TOTAL PROPOSED CAPITAL EXPENDITURE - £2003

UmbrellaPink Business Plan - October 2008

33


UmbrellaPink Business Plan - October 2008

34

startup

4482

Cash end of month

0

170 0

800 524 200 170 60 60 200 0 0 0 0 0 0 0 0 0 0 8 20 20 11 0 0 75 685 15

7500

2500

3018

0

0

3998

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

3519

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

260

10

5 255

0 250

0 250

3295

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

515

15

0 500

3326

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

770

20

0 750

3367

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

780

30

0 750

3658

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

1030

30

0 1000

3949

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

1030

30

0 1000

4500

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

1290

40

0 1250

5051

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

1290

40

0 1250

5852

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

1540

40

0 1500

Total

6663

739

0

170 0

0 0 0 0 0 0 200 0 0 0 150 0 0 0 0 0 0 8 20 20 11 0 0 52 93 15

1550

50

0 1500

5852

Month 12 Sept

5051

Month 11 Aug

4500

Month 10 July

3949

Month 9 June

3658

Month 8 May

3367

Month 7 April

3326

Month 6 Mar

3295

Month 5 Feb

3519

Month 4 Jan

3998

Month 3 Dec

4482

Month 2 Nov

0 0 5000

Month 1 Oct

Total cash paid out

Owner's gross drawings

Capital Purchases (equipment etc) Reserves Other Other

Miscellaneous

Website Design Business cards Letterheaded Stationery Design Reference Materials Web Hositing, Domain and Email Addresses Limited Company Registration Web Advertising New Startup Database Rent/Mortgage Business Rates Business Loan Repayment (5% soft loan) Bank interest Bank charges Gross wages Water Rates Gas Electricity Insurance (Prof.Indemnity / Public Liability) Transport costs Stationary/Office supplies Postage Cleaning/maintainance Telephone Telephone Answering Service (Office Response) VAT Accountant professional fees

Outgoings

Cash sales Payments received from credit accounts Loan/grant/other funding Affiliate Income from TradeDoubler Own Funds Total cash available (before outgoings)

Current position/

balance from previous month Income

Enter month →

Cashflow projection sheet

Start of month

Umbrella Pink Ltd

Daniel Pinkney

6663

0

6663


WEB ADVERTISING

http://www.smallbusiness.co.uk SmallBusiness.co.uk is the UK’s leading online resource for small businesses. The user profile consists of companies with 0-50 employees and under £2 million turnover. These are MDs and the key decision makers, aspirational individuals across a variety of vertical markets. Small Business has over 100,000 unique users and 320,000 page impressions each month along with 44,000 registered users to the site. We have over 43,000 small businesses registered to our fortnightly email newsletter businessGO and 42,000 subscribers to our monthly email small business offers.

http://www.startups.co.uk Startups.co.uk is the UK’s leading independent online resource for anyone starting and building a new business. The site incorporates four easy to follow navigation steps, that guide the user through the processes required to successfully start a new business. It is specifically designed to answer any start-up business questions a user may have, as well as boasting an extremely active forum where readers can exchange ideas. Startups’ popularity continues to increase with 83% of readers rating Startups.co.uk as the UK’s most useful source for advice on starting and building a new business.

http://www.bytestart.co.uk Bytestart users are predominantly small business owners and new business startups. Some 70% of users are in the start-up phase, either planning their business or in the first year of trading. We focus our content on active start-ups and ambitious small businesses with a particular emphasis on the 1-20 employee sized business. 80% of users are in businesses with 20 or fewer employees. We currently average over 100,000 unique users and 220,000 page views per month. We continue working hard to grow the number of small business owners and new business start-ups using Bytestart. UmbrellaPink Business Plan - October 2008

35


Costs - smallbusiness.co.uk 468x60 banner - £20 cpm (expandable £25 cpm) 728x90 leaderboard - £35 cpm (expandable £40 cpm) Standard 120x600 skyscraper - £25 cpm (expandable £30 cpm) Super 160x600 skyscraper - £30 cpm (expandable (£35 cpm) Standard 300x250 MPU - £35 CPM Text ads £800 per month and include 80*80 image, headline, link and 60 words of text. Email activity across the online portfolio e.g. Small business offers: £2,000 sent to 135,000 subs | growth business news: £1,000 sent to 45,000 subs (Examples attached) Section Sponsorships | these are integrated campaigns providing you with section takeover | £3,500+ The above costings from smallbusiness.co.uk are very similar to those provided by startups.co.uk and bytestart.co.uk. More detailed breakdowns of cost and rate cards from these two can found in the appendices section. Overview All the above adverts are CPM based (cost per thousand impressions) and look, at first glance, quite reasonable for a dedicated business site. This format seems typical for online advertising on most sites. More general sites (not business oriented) can also be targeted as this may prompt people into thinking about starting up a business, but have not really thought about it. Such sites have a much lower CPM (around £10) as they are not as specifically marketed. The key to this form of advertising is ensuring that the adverts generate a high CTR (click through rate). This could be done by creating a more offer based advert (i.e £30 off Logo design for one week only) than going for a more general, descriptive one. Another strategy may be to incorporate sound as well as animation. For example ispeakvideouk.co.uk/ offer a video spokesperson that can be incorporated into banner adverts as well as for a website. This will attract further attention and thus raise the CTR percentage. It is proposed that several different strategies are tried with regards to the advert design to enable Daniel to see which strategy generates the best response (these statistics can be generated from our web hosting company). Cost Effectiveness A good advert is estimated to generate between 1-3% CTR, that would mean around 10-30 visitors to the UP site from an outlay of say £30 for 1000 impressions (this effectively means paying up to £1 to get someone to visit the site). After that, it is then down to the UP site to convert those visitors to actual sales. Let’s say the UP site achieves the same conversion rate as a typical direct mail piece (1%) that would mean we would get less than one sale (0.1 - 0.3) from the 10-30 site visitors. Put another way however, if £149 was invested into banner advertising (the same cost as one UP logo design) then that would generate 5000 impressions on the business site. With a CTR of 1-3% this would give UP between 50-150 visitors. And from a 1% conversion that would generate on average, one client, so the cost of the advert (in theory) has paid for itself. However, in the meantime awareness of the UP brand has increased (from those who have seen the ad but haven’t acted upon it) and UP has effectively secured a client with the possibility of spin off work.

UmbrellaPink Business Plan - October 2008

36


APPENDICES Umbrella Pink Worksheets UP Naming Worksheet UP Naming Criteria Evaluation Sheet UP Character Map Umbrella Pink Questionnaires/Forms UP Corporate Identity Client Questionnaire UP Partner Questionnaire Miscellaneous E&P Press Article Business Link Award (Best New Business) Relevant Qualification Company Incorporation Certificate UPStage Newsletter Detail E&P Brochure

UmbrellaPink Business Plan - October 2008

37


NAMING WORKSHEET

The name will be one of the most identifiable elements for the entire life of the brand. Creating the right name is a mix of creativity, meaning, impact, use and of course, availability. Umbrella Pinks naming process starts by exploring possibilities in each of the following categories. As you work through this sheet you may find that

some names are actually a combination of more than one. The goal of this exercise is to get as many ideas as possible and uncover which stream the greatest. For this reason we ask that you contribute a minimum of four options within each category

Playful ➜ Origin ➜ Invented ➜ Descriptive ➜ Technical ➜ Conjoined ➜ Acronym ➜ Metaphoric ➜ Random ➜

Playful, Irreverent, Arbitrary, Oxymoron Names that challenge the ordinary. (Yahoo / Monster / Steel Magnolia’s / Guess?)

Descriptive/Association Deliberately clear descriptions or attribute. (Volkswagen / Caterpillar / Bed Bath & Beyond / Holiday Inn / Kitchen Aid / Bell )

Origin, Founder, Location, Cultural Bias Names that pay tribute to a specific inspiration or contribution to the birth of the brand. (Eddie Bauer / Ford / Hilton / Rolls Royce /Chevrolet / The North Face / IKEA)

Technical Names that blend a mix of modern words, technical language and specific function. (Panasonic / Xerox )

Invented Completely made up words. (Kodak / Viagra)

Conjoined Names that are a combination or connection of two or more ideas. (FedEx / Microsoft)

Acronym, Abbreviation Names that stated as a group of letters that are intended to become the common name. (BMW / IBM / BBC / UPS ) Metaphorical, Attribute, Analogy, Symbolism Names that borrow from stories, cultural icons, or other emotive forces. (Apple / Mustang / Virgin / Monster / Starbucks) Random Words, Appropriation Completely random words that will be appropriate for the new concept over time. (Old Navy / Section 3)


Total Score

How well does it relate to your positioning or who you are?

How nervous does it make you?

Is it memorable?

Is it registerable and protectable?

Can it work internationally?

Does it sound credible?

Does it relate to the primary benefits of the company/service?

Are quick associations positive? Does it have story appeal?

Use it in multiple sentences. Does it feel right?

Is it easy to read/pronounce?

Does it sound/look good?

Is your first impression of the name strong?

Name Selection

NAME 1

NAMING CRITERIA EVALUATION SHEET NAME 2

NAME 3

NAME 4

➜ ➜ ➜ ➜ ➜ ➜ ➜ ➜ ➜ ➜ ➜ ➜

10-WORD CREATIVE BRIEF

All names can be strong and weak in various categories.

On a scale of 1 – 10, rank the names individually. This is not a comparison exercise.


CHARACTER MAP

Necessity ➜

Luxury

Expensive ➜

Economical

Light ➜

Serious

Formal ➜

Casual

Exotic ➜ Discreet ➜ Hi-Tech Industrial ➜ Heritage ➜ Modern ➜ Quiet ➜ Simple ➜ Subdued ➜ Black & White ➜ Feminine ➜ Raw ➜

Commonplace Aggressive Homemade Groundbreaking Classic Loud Complex Bright Colourful Masculine Refined


IDENTITY QUESTIONNAIRE General questions about your business:

A little more in depth:

What is your business?

How did you start the company?

Example: We make shoes. / We teach Kung-Fu.

Example: My granddad had to go up hill 5 kilometers every day in WWII. He perfected the army shoes for 3 years and after the war he founded our company. / My little sister was mugged on her way home from school and ended up in wheel chair for 2 months because she couldn’t defend herself. So I decided we had to teach her and others self defense, so that would never happen again.

How old is your company? Example: More than 50 years old. / Started up just 9 month ago.

Size of your company?

Is there a story that is unique to your company?

Example: 200 employees in 4 countries. / Just me and my brother.

Example: Actually Edmund Hillary wore a shoe my granddad made in 1953 when conquering the Mount Everest. / One of our students became a police officer after she managed to kick a burglar out of a friends house on a sleep over.

Your business in one sentence? Example: We make hiking shoes for families and professional hikers. / We will teach you how to defend yourself with anything that you find.

If you company/brand was a person who would it be? Example: Columbus, because he was an adventurer always looking for new ways of doing the same thing. / Bride from Kill Bill.

Your business in two words? Example: Hiking shoes. / Self defense.

Your business in one word? Example: Hiking / Defense

If your company/brand was an object what would it be? Example: I don’t know, maybe a compass... / Hmm, that egg protecting carton

If your company/brand was an animal what would it be? Example: Camel / Tiger


Is there an important object or person in your business?

How are they better/worse than your product/service?

Example: Our original factory in Graz is painted bright pink and people always joke about it. / We have Bruce Lee’s nunchaku displayed at our training hall.

Example: CAT and Timberland have strong brands. We are less well known. CAT is masculine, we are not, but want to be. Timberland has a very natural feel to it. We want to have that too. We have a bigger history and we are more serious about our product than these two brands. / The Jiujitsu training center has been operating for almost 10 years, they have a well established name and they are seen as professionals, we want that too. We are much more self defense oriented, unlike our competitor who is more involved in competitions and show off stuff.

What do your wear to work? Example: Jeans and t-shirt / Traditional black dress with a wide red belt.

The market

Your target

How does the market see your company today? Example: They think we’re a well established company with good products. / They think it’s a small family business.

Who is your customer? Example: Mainly hobby hikers and a few professionals as well. / All kinds of people between the ages of 18-35.

What aspect of your image needs improvement? Example: People think we are old school. / We are seen to be semi professional.

If your customer was a cartoon character who would it be? Example: Ha ha, I would say Nemo / Courage the Cowardly Dog

How do you want your image to be seen in 2 years? Example: We want to be seen as a company with traditional values but using the latest technology and materials. / We need to be perceived as a professional organization you can trust with self defense training.

Current identity Do you already have an identity? Example: Yes / No

Who are your competitors? Example: CAT, Timberland and other smaller companies. / There is one Jiujitsu training center nearby.

What do or don’t you like about it and why? Example: I like the colors, but the boy scout around the fire is not serious or trendy. / N/A


PARTNER QUESTIONNAIRE

Contact Details: Primary Contact

Telephone

Job Title

Email

Company

Web URL

Address

Mobile

http://

Postcode:

Your Business How long have you been trading?

Startup

How many employees do you have?

1-5

Less than a year 5-10

10-25

1-5 years

5 years +

25+

What is your business? What products and/or services do you provide?

Please can you provide two client references (or a web link to client testimonials)

What makes your company unique?

How would you describe the personality of your company and its employees?


The Umbrella Pink Network Why are you interested in joining the Umbrella Pink Network?

What do you feel you can bring to the Network?

Are you willing to partake in voucher and referral schemes?*

* All voucher and referral values are at the discretion of the Partner

Are you able to conduct the majority of business via email?*

* The reason we like to conduct business through email is that the founder of Umbrella Pink is hard-of-hearing and cannot use the telephone. If you do not have an email address we can give you a dedicated UmbrellaPink.org address (i.e yourcompanyname@umbrellapink.org) free of charge.

If you would like your own umbrellapink.org email address please specify your preferred name* * This will help you distinguish leads from the Umbrella Pink network against your normal day-to-day business emails

Data Protection: Please tick this box if you do not wish to receive promotions or newsletters from Umbrella Pink Please tick this box if you do not wish to receive promotions or newsletters from Umbrella Pink Partners


E&P PRESS ARTICLE

UmbrellaPink Business Plan - October 2008

45


E&P BUSINESS LINK AWARDS ARTICLE The Northern Echo - Award boosts business for agency

August 23 2008

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GOT A STORY? CONTACT NEWSDESK, SEND PICTURES AND VIDEO AND FIND MORE CONTACT DETAILS »

Jobs Homes Cars Dating Buy & Sell Services Advertise

Video Audio History Columnists Local Heroes Events rE-view Announcements Photo Sales Contact The North East | Archive | 2000 | December | 20

AWARD BOOSTS BUSINESS FOR AGENCY

HOT JOBS

From the Northern Echo, first published Wednesday 20th Dec 2000.

RGN / RMN

A TEESSIDE advertising agency is making its mark in the business after landing a top business gong.

Home Manager Salturn by the Sea

Middlesbrough-based Ellahi & Pinkney Ltd have come a long way since setting up just nine months ago, and its achievements were recognised when picking up a prize at the Best New Business In Tees Valley Awards.

Production Operative

*Accounting * Hairdressing* Business Administratio PROJECT ENGINEER & CMM TECHNICIAN

The agency has already made a major impact in the region¹s advertising and design industry having acquired accounts with Supreme Home & Fashion Wares and Macks Solicitors against more established local agencies. The firm has also proved its success on the national and international stage, holding accounts for mountain bike manufacturers MuddyFox Ltd, and currently putting the finishing touches to the official website for Manchester music group Cleopatra.

Lecturer in Foundation Studies

LOCAL ADVERTISERS

The firm offers assistance with corporate identity design for print and exhibitions through to multimedia and direct mail, but it is as an advertising agency that they are becoming renowned. And Ellahi & Pinkney have ambitions to expand the company, with growth the key to future success. Daniel Pinkney, 24, said: "We'd like to thank all of our clients for their support over the last eight months, and this award is another step in establishing ourselves as one of the regions leading advertising agencies." His partner Tanvir Ellahi said: "It was an honour to be considered for a business award at such an early stage in our business, let alone win it. "We are absolutely delighted particularly as we were up against some very successful companies" Tanvir himself is very ambitious to turn the firm into a regional success story, and he has ideas for taking control of a business very close to his heart.

LOCAL INFORMATION Enter your postcode, town or place name

Darlington

Search »

House prices » Schools » Crime » Hospitals »

"This will be the biggest agency in the North-East and one day I have plans to buy Middlesbrough FC." Look out Steve Gibson! Archive Home From the Northern Echo http://www.thenorthernecho.co.uk © Newsquest Media Group 2000

HOMES 3 bedroom House terraced, DARLINGTON, £114,950, Alan Ayers Sponsored Adverts

Compare all UK gas suppliers and save up to £365 per year. Compare Gas Bills www.energyhelpline.com

Plans you can trust. Live abroad with peace of mind. Get a quote now. Global Life Insurance www.williamrussell.com/insurance

http://archive.thenorthernecho.co.uk/2000/12/20/183745.html

UmbrellaPink Business Plan - October 2008

Page 1 of 2

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RELEVANT QUALIFICATION

UmbrellaPink Business Plan - October 2008

47


INCORPORATION CERTIFICATE

Company No.

UmbrellaPink Business Plan - October 2008

48


UPStage

01

Creative and Business Newsletter for startup companies and SMEs

Hello there... I

hope you’ll bear with me for this, the first issue of UPStage. As I expect most of you know, new ideas or projects in any business always take a while to fully develop, and this newsletter will be no exception. I hope over time as Umbrella Pink, it’s Partners and Clients grow the content of the newsletter will develop and become more apt and relevant to you and your business(es). I also hope I become a little (make that a lot!) more proficient in my journalistic attempts to provide you with a creative insight into my business experiences and endeavours. I suppose the best way to kick off would be to give you an idea of who I am and how I’ve got to this UPStage (groan!). It’s a long story most of which will be covered over time in these newsletters. Briefly however... In 1998, I set up a design agency with a graduate as a vehicle for our freelance design projects, 18 months later he moved on and I was joined by another designer. We renamed the company Ellahi & Pinkney and subsequently took the business to a turnover in 2004 of £8.2million, thanks in no small part to becoming NTLs national design agency. Unfortunately, the Virgin Takeover meant our dizzy heights were somewhat shortlived. I left Ellahi & Pinkney after a couple of years as I was dissatisfied with the way things were progressing (that’s a whole new story!) and chose to explore new business avenues and seek new challenges. I took little away from my time at E&P except a great deal of experience and having learnt more that I would have expected in a lifetime of business. From there I ended up co-owning and managing a convenience and retail outlet in North Yorkshire - A far cry from design and a new challenge in that it was an already established business. 16 months hard graft later, after implementing systems and procedures, and having a manager now in place I am now beginning to free myself to explore other business opportunities. A chance encounter with Stephen, a fellow designer who had done works experience with E&P (and whom has set up design and web businesses of his own), brought me back into considering design again and subsequently establishing UmbrellaPink. If you have any feedback or requests even, as to what you would like to see in this newsletter please email me at dp@umbrellapink.org - any feedback would be gratefully received! Till next time,

UmbrellaPink Not just another Design Agency Rather than set up a generic design agency I wanted to find someway of incorporating my passion for both business and learning. One issue I have always had is that I prefer to deal with people on a oneto-one basis. This is perhaps borne of my hearing disability and my quiet nature, but even so I suspect many who are just starting up in business would like a more personal one-onone approach from all aspects of the business arena - whether it be from

There is also the chance of new businesses becoming a Partner of the network.

• Referral Work from existing Partners plus startup companies mean a continuous influx of new business prospects. • Free Advertising on UPStage Newsletter. Plus Free PR ny taking up the opportunity to write regular editorial and Partner features for the newsletter. These can then be included as blogs on the umbrellapink.org website. • Free listing, page and link on the umbrellapink.org website.

Future Prospects • Option to join a voucher scheme enabling you to make money from referrals that generate leads. • Online forum to discuss ideas, business topics, investments, hints/tips etc. • UmbrellaPink Business Centre - UP and Partner services under the one roof. Truly representing one point of contact for SMEs.

• Access to trusted services within the Partner network - Basically a small business network. Comiteq Web and Internet Services

Contents Page 2 (Design)

Page 3 (Business)

Page 4 (Bits & Bobs)

UP Case Study

Comiteq Feature

Blog Highlights

Design Tips

Business Partnerships

iPhone App of the month

Half Price Design Offer

Businesses for sale

PC vs Mac (rant)

Definition

The aim of UmbrellaPink is to eventually be an organisation that a startup business can come to and have all the services they require under the one ‘Umbrella’ whether it be from Umbrella Pink directly or through it’s approved Partner service network.

Advantages of becoming a UP Partner

Daniel Pinkney, Creative Director, Umbrella Pink Ltd

UP Business Card

myself, an accountant, solicitor, web company etc.

Contributors wanted

The UP Partner Network


Design Case Study Together with pink umbrella panel and shape of U this reflects an upward arrow (UP)

Rain Droplet (Elements)

To the power of p (pink) & Partners.

Umbrella and shape of 1 (i.e U come 1st)

U - the client and partner, Universal Definition: Pink 1. Derived from Pinkney (Daniel) 2. To the highest or best degree: in the pink of health

UP Logo Offer An umbrella’s main purpose is to shield an individual from the rain and other elements - in business terms the rain and elements are factors which could be harmful to any business (i.e competition, time management, new players to the market, not progressing the c

Why Umbrella Pink? An umbrella’s main purpose is to shield an individual from the rain and other elements - in business terms the rain and elements are factors which could be harmful to any business (i.e competition, time management, new players to the market, not progressing the company, lack of brand cohesion, dated identity and issues or problems with companies that currently provide services to them). Umbrella Pink works to protect companies from these negative elements by providing a whole range of services through its approved Partner network. By utilising the Partners under the one ‘Umbrella’ the clients can work to resolve their issues and help unite their companies goals, business methods and brands to

Business cards made to stand out

£25

off

A logo design until 30th November 2008 Enter Ref: TYK7639 When purchasing online Terms and Conditions: One offer per customer only

Marketing Speak What is Brand? A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design,

and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality. The key objective is to create a relationship of trust.

Job Board Freelance Flash Designer Wanted to produce flash based elements to websites as well as creating animated web banner adverts for UP clients. If you are interested email a cv to: jobs@umbrellapink.org and we will get back in touch

Printed 2 colour (Pantone Black 6 and Pantone Fluorescent Pink 806) onto Think White 400gsm. Matt Laninate and Spot UV to front. Size 100x100mm

Quick Design Tips 1. Be consistent. Use the same colours, typefaces throughout. Also restrict yourself to three typefaces at most in any given design. 2. Be contrasting - i.e Small/Large type and opposing colours. This gives your design variety and interest without losing your brand identity. 3. Less is more - Never underestimate the value of white space. 4. Never use clip art, it will make any design look amateurish. 5. Always try to use your own photography where possible. It will make any subsequent design unique to your company.

make it strong enough to weather any future business challenges. The structure of an umbrella (especially when viewed from above) is a network of interconnected rods with a fabric linking them together. This is representative of the Umbrella Pink network with a range of Partners (rods) connected by a common goal and ethos (fabric). Umbrella Pink like all umbrellas, is only temporary protection against the elements. In time, these companies will grow strong enough so that it is able to withstand the elements and therefore can prosper without the help of Umbrella Pink

Partner Advert (Comiteq)


You’re UP - Comiteq Comiteq Picture / Graphic

Comiteq Offer / voucher

Comiteq was formed in 2008 as part of a merger between two companies: Fast Sites Ltd and 1079 Graphics. The two separate companies had been working together on projects for just over a year and built up a business relationship from there. Fast Sites specialised in web design, hosting and domain name management. 1079 Graphics specialised in designing logos, stationery, banners and virtually anything graphical. It seemed a logical choice from both a business perspective and from our clients point of view that the two companies become one. From our clients point of view, it meant there would be point of contact for any project work undertaken, better support with more people available throughout the working day and turnaround time quicker, and with better results than ever before.

The two directors of Comiteq: Danny Webb and Stephen Ashworth have very similar professional ethics and goals with regards to business. Some other changes have been made including our very own UK based Data centre. This gives us the edge of our competitors who mostly use a third-party solution provider. This means our clients data is held securely in-house and any changes made can be much faster with full management over our servers. The data centre is fully air-conditioned to keep all of the equipment cool, along with fully self-managed back-up facility, secure connection data pipes to the Internet behind firewalls all in a secure premises. We pride ourselves on our business ethics and professional approach to all clients and projects. We will not treat you as ‘just another number’ but welcome you to the family of Comiteq

Sole trader or Partnership? Even having started up a couple of businesses and purchased a going concern, the thought of going into business on my own is still a daunting prospect. My first two businesses were 50/50 partnerships and the convenience store operation is equally held by myself, father-in-law and close friend. However, going into business with a partner is something not to be taken lightly. Even when you have the same, ambitions, drive and vision, circumstances are always changing (whether good or bad). So you must be prepared for them. Having family and friends either as partners or otherwise directly involved is always difficult as well, having experienced it first hand. With this being (at the moment) my first venture unaided, there are

conflicting emotions. One is of course the absence of direct support (moral and financial) and accountability plus no one to run ideas past (Family can never give an unbiased point of view). On the other hand there is the freedom of being able to direct the business as you see fit and be uninfluenced by others. Many of the great entrepreneurs of our age succeeded by a dogged pursuit of their beliefs even in the face of condemnation and ridicule. I hope that if Umbrella Pink can work with Independent Business Partners then we can have all the advantages of partnership in moral support (which I have already been getting from Stephen at Comiteq, Thanks Ste!) and financial security but none of the disadvantages (The Partners cannot directly influence each others business).

Disability in the workplace jointly was due to my inability to use a telephone (I have a hearing disability). This was especially the case with the design companies. And in business today, even with email, textphone and the internet it is still a necessary tool to grow any business. I am in the process of utlising telephone answering services until such a stage when the company expands sufficiently to warrant staff and dedicated offices.

A Free 0844 number could be a godsend. It takes a matter of minutes to set up a new number and immediately you have access online to change where your number is routed to, whether at home, or work (mobiles are extra unfortuntely). And the number is activated immediately

http://www.switchboardfree.com/ With landlines tied up to home or existing businesss, being able to secure a free 0844 for Umbrella Pink was a godsend. The main advantage for me is the fact that no matter where your business ends up you can take your number with you - so no more re printing of stationery when you do eventually move into your plush new office. What’s more you can get additional 0844 numbers for different departments or simply to use as a marketing tool. Imagine having different numbers for your advertising, website, direct mail etc. You can then measure the effectiveness of each and make sure you dedicate your resources to the medium that works best for you.

There is a free call organiser included which I have yet to try. However I will be attempting to link up this service to a professional call handling service (such as 1st response) in order to handle all incoming calls • A FREE 0844 number & call organiser • Update your system on-line 24/7

• Choose your own “on hold” music

• Re-direct your calls to multiple UK landlines • Queue customer calls during your busy periods

• Voicemails & missed call alerts sent to your email • Call re-routing to your home, office or multiple locations

• Track your marketing, use a Number for each ad or web page

Businesses for Sale businessesforsale.uk.com Since sourcing the convenience store from this site I have found it to be a fascinating site, A bit like Rightmove but for businesses. I defy any business person not to look through businesses in there area and say What If? in UmbrellaPink Business Plan - October 2008 their head.

The premises comprise a Guest House with near 100% occupancy, situated on Park Road North, Middlesbrough. The property currently achieves a four weekly rental return of approximately £10,882. Management is also available. Internally the property comprises of 30 Letting rooms, with communal areas and staff facilities. The most recent accounts can be viewed on request. Each letting room can achieve a weekly rental income of approximately £90 - £95 per week. Asking price: £1,000,000 51


Blog highlights

Essential Business Reading

Sunday, September 14th 2008 Why is it when you hear a word for the first time, within a week you hear or read it again several times. Or when you have something on your mind it seems to correlate with countless things happening in the real world. For example since coming up with UmbrellaPink I seem to have noticed a plethora of Pink Umbrellas, non stop rain (was expecting September to be the nicest month this year), and the recession kicking in at the same time. Perhaps is just because my mind is more attuned to the topic but it is fascinating nevertheless. Sunday, September 14th 2008 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Suspendisse orci est, malesuada a, consequat a, scelerisque nec, elit. Morbi at odio

As an avid reader and with a strong interest in business matters, I thought it would be worth dedicating a column or two to any business books, I happen to read and give you a personal review on them. As this is the first newsletter, I have chosen to include the two books that have probably had the biggest impact on my me and my business thought patterns - Rich Dad, Poor Dad and E-myth Revisited.

Why face the elements on your own?

Protecting you against the changing elements of business

Rich Dad, Poor Dad by Robert Kiyosaki

The E-myth Revisited by Michael E. Gerber

One of the first’wealth’ books I read, Rich Dad Poor Dad is an entertaining and motivational story of how to make money work for you (rich dad) rather than work for your money (poor dad).

The book is based on the premise that many businesses are started by technicians. i.e a baker opens a bakery, a graphic designer starts a design agency and so forth.

Although some of the advice should be taken with a pinch of salt (especially in the age of uncertain property prices) there are plenty of anecdotes and statements that force you to rethink your approach to work and building your wealth which can only be a good thing.

However in the vast majority of these cases the technician goes to work in his own business and yet still has to deal with all the other aspects of running a business - i.e employing staff, management, finances etc. Unfortunately this means they eventually becomes slaves to their own business rather than experiencing the freedom they sought when first setting up the business.

For example Kiyosaki writes about people who say, “I can’t afford this.” He writes that saying this leads to a closing of the mind. You stop thinking about your options for financing the item in question. He says you should say, “How can I afford this?” That will lead you to consider options you have for generating that level of wealth.

iPhone Apps of the month Being the industry standard for the creative sector, I have been a avid supporter and user of Apple Macs for the last 13 years. And recently I took the plunge and got myself an iPhone. Such Just the ability and send and receive email from anywhere is a godsend for me, but in all honesty that is a fraction of it’s capabilities. With a constantly growing App store covering all manner of ‘applications’. This spot will be a testament to new apps out that could be invaluable business tools for the future

Marketing Profs This iPhone App lets you breeze through the latest marketing digests from MarketingProfs Get to the Po!nt newsletters.

Finally, I strongly agree with Kiyosaki about the key to personal success. He writes, “In the real world outside of academics, something more than just good grades is required. I have heard it called ‘guts,’ ‘chutzpah,’ ‘balls,’ ‘audacity,’ bravado,’ ‘cunning,’ ‘daring,’ ‘tenacity,’ and ‘brilliance.’ This factor, whatever it is labeled, ultimately decides one’s future much more than school grades.”

The aim of E-myth revisited is to gets you working on your business... rather than in it. Learning how not to be a slave to your business, but have the business serve you. This book not only gave me the confidence to purchase a convenience store but has helped me to work towards integrating systems and procedures into the business to help it run more efficently and smoothly. In doing so, in the 16 months since securing the store I have taken it from a business that initially demanded 17 hours a day, 7 days a week of my time to a business that I can now take 4 days a week off for family, other business pursuits and to focus on the business. And that is just the start.

PC vs Mac

File Magnet Allows you to copy files such as PDFs, Word & Excel docs, images and even movies to your iPhone.

Newsletter Contributors wanted

Need I say more...

This being the first issue of UPStage, produced even before UP is up and trading, it has been written by my own fair hand, Although as UP hopefully begins securing clients and Partners I hope the content of the newsletter will evolve and grow. However if anyone out there would like to contribute any meaningful content to this newsletter please feel free to email me at dp@umbrellapink.org. If an article is used then I can provide a A free advert on these pages as well as a link on our forthcoming website

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email: upstage@umbrellapink.org


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