SOCIAL SYNC by Alberto Bruno & Alfonso Zavala

A L B E RT O B R U N O & A L F O N S O Z AVA L A

P R O F E S S I O N A L

SOCIAL MEDIA PRODUCTION SUITE

Alberto Bruno & Alfonso Zavala

Miami International University of Art & Design DMMA517 – Creative Problem Solving Professor Mariam Elias

Fall Quarter 2019

DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

TABLE OF CONTENTS Abstract

2

Introduction

3

Background & Justification

4

Product • Formatting

5

• Publishing

6

• Process

7

Logo Design

8

Country Context

9

PESTEL Chart

10

Market Analysis • Market Segment

12

• Segment Strategy

13

• Market Needs

14

Target Market

15

Competitive Analysis

15

Competition

16

Consumer Journey

17

Problem Tree

18

Objective Tree

19

Strategic Plan

20

SWOT Analysis

21

Financial Plan • Internal Stakeholders

22

• External Stakeholders

23

• Value

24

• ROI

24

Risk Assessment

25

Monetizing Plan

26

Mentoring Plan

27

References

28

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

ABSTRACT The advent of digital marketing has brought about a revolution in the advertising industry. Digital marketers are now able to target consumers by likes, personal tastes, and group affiliations. This precise form of targeting is a direct result of the popularity and cultural importance of social media. Social media is a form of social networking that allows users to post personal information, share images, follow others, and build their own popularity. Users can accomplish this by utilizing several different platforms such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, Google+, and many others. The users of these social media platforms display their likes and preferences and actually invite targeted posts to their profiles. This makes social media the most effective form of targeted advertising ever. Social media has become the dominant force in marketing and continues to grow exponentially.

This report aims to introduce a new technology that effectively reduces the reliance of human resources in the production and publishing of ad campaigns specifically developed for social media. With multiple platforms come multiple formats. The technology, a software suite for professional advertising and digital marketing, Social Sync, is designed to assist in the creation of the ad campaign, and automatically format the creative assets to accommodate the specific formats of several platforms, and then automatically publish to each profile simultaneously. We will analyze the market, demonstrate the product, and give insight to the advantages that Social Sync provides.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

INTRODUCTION In modern society, people are increasingly turning to social media platforms for inspiration and ideas (Jolly 2019). Businesses and marketers are starting to take advantage of the targeted captive audience that social media offers. Many social media platforms have started introducing formats that allow users to investigate a product, research it, compare it and then eventually buy it, all while using the platform of their choice, and there are plenty of choices available (Jolly 2019). While some individual social media users maintain profiles over several platforms, many users have a distinct preference over which platforms they use (Lyfe 2019). Businesses and marketers want to reach the largest audience of potential customers to build their brand awareness, so it is almost a necessity for them to maintain current profiles across several platforms (Petrauskas 2019). Each of the platforms utilize their own unique format, layout, and content distribution to engage their users. Updating several social media accounts with similar content on a regular basis can become a tedious and time consuming, and in some cases, a costly process.

By creating an auto-formatting application that recognizes the unique features and layout constraints of the top social media platforms, we seek to present businesses, marketers, and high powered end-users with a means to create content one time, and automatically distribute it amongst several user profiles across several different social media platforms automatically. With a combined graphic interface that allows the end user to visualize their up to date feed all in one, the application can reduce the time and potential costs spent formatting and uploading similar content. With attention span declining from an average of 12 to 8 seconds from 2000 to 2019 (Dod 2019), and social media marketing reaching more consumers than any other type of media, marketing firms have to engage more consumers in less time to satisfy their clients ROI. To directly tackle this issue, we would like to intoduce “SocialSync”, an auto-formatting and publishing social media content production tool.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

BACKGROUND & JUSTIFICATION While there are still some people who have not completely embraced social media, no one can deny the profound effect it has had on modern society (Petrauskas 2019). As society goes, so does business. As businesses seek to increase their brand awareness, it is important that they seek to increase their social media presence (Petrauskas 2019). There are countless marketing strategies, but none have the immediate effect on sales as social media marketing (Jolly 2019). Social media networks utilize the user information to place highly relevant ads based on interactions within a specific platform. When a target market aligns with the user demographics of the social media platform, the results achieved from the ads can provide huge increases in conversions and sales (Jolly 2019). In order for businesses and marketers to achieve the largest audience possible, they must place their ads and posts across several platforms (Petrauskas 2019).

There are several types of social media platforms that provide advertisers excellent ad exposure. These social media platforms include: • Social Networks (Facebook, LinkedIn, Google+) • Microblogs (Twitter, Tumblr) • Photo sharing (Instagram, Snapchat, Pinterest) • Video sharing (YouTube, Vimeo) (Jolly 2019) Each of these platforms have different formats and protocols for uploading and updating content (Petrauskas 2019). The ability to auto-format and auto-publish can reduce the amount of time that a company can reach its customers. There would be no delay between the advertiser’s followers and users of different platforms in receiving news and updates from them. This proves to be a more efficient and cost effective method of increasing brand awareness and building customer relationships.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

PRODUCT Social Sync is a social media production tool that increases efficiency by reducing the redundancy of formatting similar creative over several unique platforms. The copy portion of the content is targeted to an end user’s likes, preferences, and network affiliations. The interface of Social Sync shows the production team the different aspect ratios of the visual content and allows them to position a grid, specific to each social media platform so that the most relevant portion is selected for the display.

Instagram

Snapchat

Facebook

Twitter

The ability to take a single creative campaign and format it multiple times not only saves time, but allows the resources of the production team to be better allocated. The preparation of content is perhaps the most time consuming aspect of producing social media campaigns. The ability to format a single creative over the course of several platforms simultaneously increases productivity exponentially.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

PRODUCT Social media marketing is not limited to brand or image development, it also involves information dissemination. Informing the consumer across several platforms is key to a successful social media campaign. Getting the information out as quickly as possible is crucial to gaining competitive advantage. Social Sync’s ability to auto-publish allows a nearly simultaneous launch of a campaign, post, or brief to all designated platforms from within Social Sync’s user interface.

The auto-publish feature of Social Sync is not a new technology, but it had been limited to high end social media management suites that do not include the creation tools and the auto-format function. Social Sync can fit seamlessly into a digital production team’s arsenal of efficiency aids. With Social Sync, a team which may have consisted of several members applying the same creative to several different profiles can be reduced to a single person, allowing the others the ability to create new campaigns and apply Social Sync’s features across several clients and campaigns.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

PRODUCT PROCESS

The Social Sync automated process is very simple and is at the heart of the concept of speed and efficiency

1

2

Select you visual media This can be images, video, multimedia content, or graphics of any kind

Insert Copy Content Apply the copy that tells the consumer the message and information you need them to know here

3

4

Apply relevant #hashtags This important step allows your post

Activate Social Sync Here is when the software proves

to be easily found and included in

its worth with auto-formatting and

broad searches and user subscriptions

auto-publishing

5

Publish Social Sync automatically updates all of the profiles linked to the clients brand

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

LOGO DESIGN

Logo Elements and Design Processp The logo for Social Sync is an interpolation of the universal synchronize icon which is made up of 2 rotating arrows that follow each other in a circular pattern. By enlarging the arrow heads and positioning the base of the arrows to line up in a 45 degree angle, an appearance of the letter S is recognizable. By allowing the arrow heads to overlap, a single icon is formed, creating a symbol that represents the S and the synchronize icon.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

LOGO DESIGN Primary Color

Secondary Color

Accent Color

Pantone 2195C

Pantone 362C

Pantone 0821 C

Final Rendered Lockup The Final logo lockup incorporates the colors arranged in their order of importance. The main logo symbol utilizes the primary blue color of the product brand, while the name is filled in with the secondary green color.. The accent blue color is used to give the symbol some depth and create visual interest. The lockup incorporates a reflective element to give the logo a sense of realism.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

COUNTRY CONTEXT The following context is an analysis of how Hofetde 's dimension of culture applies to Social Sync in its primary market of the United States

Power Distance Index (PDI) Advertising itself, has a culture that revolves around the building up of a brand’s identity and increasing its public awareness profile. In a power balance which heavily favors larger agencies with seemingly unlimited resources, Social Sync seeks to lower the PDI by leveling the playing field somewhat, and providing a speed enhancement that all agencies, regardless of size and financial strength can take advantage of.

Individualism Versus Collectivism (IDV) The Individualistic side of this dimension represents the agency’s ability to utilize less resources while delivering the same product, generating extra revenue. The Collectivistic aspect represents the agency transferring its cost savings to the client.

Masculinity Versus Femininity (MAS) The Masculinity side of this dimension represents the ability of the agency to produce more effective campaigns, quicker and more efficiently, and at a high level for the client. The Femininity aspect represents the agency’s ability to reduce stress on its production team while allowing the client to achieve cost savings.

Uncertainty Avoidance Index (UAI) The United States has a relatively weak UAI as it is generally accepting of new ideas, technologies, and processes. The Social Sync production tool is not necessarily a new idea, but the process and innovation of the software package alters the existing method and offers a new and upgraded method of producing a simple but repetitive task.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

COUNTRY CONTEXT (Continued) Long Term Orientation Versus Short Term Normative Orientation (LTO) It is difficult to gauge how American society honors time-tested traditions. While still a young nation, America is also the world’s leading purveyor of modern culture, dominating music, art, fashion, and digital technology. The United States has distinct groups within that revere the traditions of its forefathers, and large segments of society that look towards the future and new technologies to dictate their decisions. Social Sync exists in the segment of the society that is immersed in digital communications and social networking.

Indulgence Versus Restraint (IVR) Americans are famous around the world for being very indulgent. The United States has the world’s strongest economy due to the fact that it continues to spend and consume despite fluctuating markets. Advertising continues to be a thriving industry and digital advertising, primarily social media marketing is the dominant force.

P

E

S

(Poliitical)

(Economic)

(Societal)

US Market

Subscription Based

Effect on Society

Global Availability

Professional Clientele

Interpersonal Relations

MultiMarket Capable

Agency Targeted

Demographics

Current and Scalable

Multi-Tiered Options

T

E

(Technological) (Environmental)

Cultural Barriers

Innovation

Sustainable

Patent Protection

Cradle-ToCradle

Speed

Server Based

Efficiency

No Political Affiliations

Software Suite

Population

Social Media

Planned Revenue

Digital Marketing

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L (Legal)

Intellectual Property Monopoly Client Protection Information Protection Corporate Registration

DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

MARKET ANALYSIS When developing a strategy for a new product design such as the Social Sync, we must identify the specific, affected end users that will become the target market for the app.

Our target market is composed of both Direct and Indirect end users. Directly affected end users include businesses that maintain a dedicated social media marketing departments and high powered influencers that self-market themselves and their brands.

End users that are indirectly affected are agencies that represent the advertisers. Internally, the facilitation of the selected social media platforms in one viewport increases efficiency, eliminating multiple dimensions of the same advertising and collaterally reducing the cost of advertising. Externally, the social media advertiser will satisfy its social media needs by interacting with the top social media platforms all one consolidated platform, thus reducing the need for multiple apps running simultaneously.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

MARKET ANALYSIS

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

MARKET ANALYSIS The market needs are primarily those of marketing firms and agencies looking to reduce the time and cost of reproducing similar content allowing them to devote more time to engaging a larger percentage of the targeted audience. The ability to consolidate the formatting process to a single platform, publishing to multiple social media apps accomplishes this task efficiently.

Social advertising spending continued its upwards trajectory with a 32% year-over-year increase from Q3 2018 to Q3 2019. With CPMs staying relatively flat, social advertisers are still finding value with their investment in the channel and there still seems to be plenty of room to grow efficiently. Paid search has grown steadily over the last five quarters, with a solid 7% year-over-year spend increase in Q3. 54% of spending was on mobile devices which firmly plants SEM—digital marketing’s largest channel— as a mobile-first experience.

With E-commerce on the rise the market growth could be exponential, brick and mortar stores have been on the decline and Ecommerce Channel Advertising was up “big in Q3 with a 54% year-over-year increase in marketer spending” (Digital Marketing Trends). This channel is still relatively new and traces a path of strong growth that is comparable during the first few years of growth in paid search and social advertising.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

TARGET MARKET Our target market is composed of both Direct and Indirect end users. Directly affected end users include businesses that maintain dedicated social media marketing departments and high powered influencers that self-market themselves and their brands. End users that are indirectly affected are agencies that represent the advertisers.

The market needs are primarily those of marketing firms and agencies looking to reduce the time and cost of reproducing similar content allowing them to devote more time to engaging a larger percentage of the targeted audience. The ability to consolidate the formatting process to a single platform, publishing to multiple social media apps accomplishes this task efficiently.

Social advertising spending continued its upwards trajectory with a 32% year-over-year increase from Q3 2018 to Q3 2019. With CPMs staying relatively flat, social advertisers are still finding value with their investment in the channel and there still seems to be plenty of room to grow efficiently. Paid search has grown steadily over the last five quarters, with a solid 7% year-over-year spend increase in Q3. 54% of spending was on mobile devices which firmly plants SEM—digital marketing’s largest channel— as a mobile-first experience.

COMPETITIVE ANALYSIS Currently there are no existing apps on the market that provide the same service and competition would be relatively left between the major social media apps. The main concerns of launching an app such as Social Sync would be building awareness of the service benefits of the app to its target demographic and building relationships with the social media platforms. Outside of utilizing the app’s service, the only other feasible alternative for the marketer would be to continue the standard method of repetitively performing content uploading individually on each profile per social media platform. The product advantage of Social Sync is unique and provides the app with the advantages of being first to market.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

COMPETITION Of the social media management software suites available, 4 in particular are highly featured and offer management tools such as scheduling and hashtag research functions that are far more developed than Social Sync.

These applications are: • HootSuite

• ZoHo

• Later

• Loomly

The advantage that Social Sync continues to maintain over these software packages is the ability to auto-format the creative content into native form and publish scaleable media to the platforms directly.

Although the auto publishing features of the above named competitors can be performed from within the application, the auto-scheduling and publishing features of the highlighted competitors are still limited to publishing and updating each platform seperately Social Sync performs the publishing of all platforms in one click.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

CONSUMER JOURNEY It begins with a problem; the need to effectively and efficiently produce a single creative asset to be simultaneously resized and formatted for multiple social media platforms. As we are found through our marketing efforts, our brand awareness increases through referrals and social media channels. Consumer engagement will be derived from CTA’s blogs and videos, a measurable performance indicator will come along in the form of subscriptions, webinars and product demos. Proof of marketing efforts will show in the conversion rate and upgrades, while measurable success will be recorded through continued subscriptions and new client referrals.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

PROBLEM TREE

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

OBJECTIVE TREE

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

STRATEGIC PLAN Vision To be the first company to design, create and patent a B2B software application for social media creative marketing fulfillments by unifying all social media outputs.

Mission We are committed to facilitating a simplified means to produce social media advertising by delivering campaigns across all platforms and eliminate redundancy in creative asset production.

Goals 1st Year - To Launch and raise awareness about Social Sync for U.S end users while also generating revenue through the sales of in-app Ad space.

3rd Year – To retain current market share and initiate global expansion.

5th Year – 100,000 active subscriptions Target Customer Advertising institutions looking to generate added traffic and increased brand awareness through social media marketing by means of optimizing creative asset production in a time efficient manner.

Key Performance Indicators •

Increased awareness – through increased subscriptions

•

Increased revenue – through increased customer satisfaction

•

Customer Satisfaction – through global expansion

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

SWOT ANALYSIS Strengths: Social media marketing is possibly the most cost-effective mode of advertising any product. Speed and efficiency tools are always encouraged in a high volume industry such as digital advertisng. Self-contained interface reduces the personnel connection between creative and production teams.

Weaknesses: Software development is an expensive undertaking. Resources in terms of money must be allocated from C2B in order to ensure frequent publishing. Frequent upgrades required to keep up with advancements in social media platforms. Constant influx of revenue needed to maintain stability.

Opportunities: Social media advertising counts for 90% of marketing usage. First to market innovation allows Social Sync to create develop first customer base. Innovations allow Social Sync developers to register intellectual property and receive patent protections. First to market also allows partnerships and agreements to be made with social media platforms. Established social media management suites may look to acquire Social Sync at a high valuation.

Threats: Deep-pocketed competitiors may be able to develop stronger relationships with Social media platforms. Social media management suites may look to develop their own service using their established brand awareness. Social media platforms may reject the service as aids to their own competition. The better market may be the consumer end rather than the professional market

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

FINANCIAL PLAN Internal Stakeholders Management Alberto Bruno Product developer and Graphic Designer

Alberto is a veteran of the advertising industry in both the creative and production ends, and has first hand experience as to the need of production tools aimed at improving the efficiency of social media advertising.

Alfonso Zavala Product Engineer and Web Designer

Alfonso is a online app creation professional and web architecture developer. His knowledge and expertise in web based applications makes him integral to the development of the Social Sync platform development.

Employees •

Software engineer

•

UI/UX Designer

•

Graphic Designer

•

Marketing Supervisor

•

Social Media Specialist

•

Human Resources Manager

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

FINANCIAL PLAN External Stakeholders •

Marketing Agencies (Internally or Consequentially)

•

Advertising Agencies

•

Social Media Users

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

FINANCIAL PLAN The current valuation of Social Sync is set at $28 Million. This number was arrived at by calculating the client subscription estimate over the course of 5 years. The development of software requires engineers and researchers along with GUI and UX specialists. The seed capital required to develop the software and integrate the social media architecture and databases must be generated early and can only come from investors and capitalists willing to take on the risks that come with a startup software venture, especially at the early development stages. We estimate the required capital necessary to develop the software to be $5,000,000.

For the purposes of this report, we advance to the stage where the software has been developed, tested, and is generating buzz among advertising agencies in the United States. With a average cost per seat of $200 per month and the anticipated use of 10 seats per agency, the estimated average revenue from each agency would reach approximately $48,000 per agency.

With an estimated 120,000 agencies in the United States alone, at 1% rate of purchase would return the agency 1,200 subscriptions, generating about $5,760,000 in sales. Without factoring in accelerating growth rates, after 5 years of 0% growth, the revenue generated will reach $28,800,00.

ROI CALCULATIONS Assuming that the final capital is composed of 3 different investors X,Y,Z. Investor X = 500,000 Y = 1,500,000 Z = 3,000,000 Assume that the expected returns for X,Y and Z were found to be 5%, 20% and 40%.

Based on the respective investment the return can be calculated = 0.1(5%)+0.3(20%)+0.6(40%) = 30.5 rounded 31%

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

RISK ASSESSMENT This matrix provides a design aid to help identify an appropriate volume of assessment and range of assessment methods within the app. Every new software breakthrough will be subject to problematic hiccups and occasional crashes. When a client’s work is at stake, the risks for the agency may be simply limited to the time it takes to re-work the posts. For a software startup such as Social Sync, major glitches can be the death of the company. Analysis of risks are key for Social Sync to build a solid and reliable company.

LIKELYHOOD

CONSEQUENCES What is the severity of a malfunctioning app / potential branding damages / financial impacts? if the eventuality actually occurs Insingnificant

Minor

Moderate

Major

Catastrophic

No glitches Total brand trust Less than $100

Coaching High brand trust Less than $1000

Almost certain

MODERATE RISK

HIGH RISK

HIGH RISK

CRITICAL RISK

CRITICAL RISK

Likely

MODERATE RISK

MODERATE RISK

HIGH RISK

HIGH RISK

CRITICAL RISK

LOW RISK

MODERATE RISK

HIGH RISK

HIGH RISK

CRITICAL RISK

LOW RISK

MODERATE RISK

MODERATE RISK

HIGH RISK

HIGH RISK

LOW RISK

LOW RISK

MODERATE RISK

MODERATE RISK

HIGH RISK

Possible

Unlikely

Rare

Some tech help Data loss System Failure Some brand trust Low brand trust No brand trust Less than $10000 Less than $100000 Less than $10000000

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

MONETIZING PLAN It is important for the monetizing structure of Social Sync to be geared to ensure the highest possible return, while still being affordable enough to be considered a feasible tool for use by the intended market of production staff and power users. By billing annually and showing the cost per month, the user gets a sense of value and the service is shown to be an actual value to the user.

By segmenting the price points in tiers, end users also get a chance to further add value to the software by increasing the feature list at what would be excellent value added services. The addition of unlimited support service for Tier Three agency users will probably be the most expensive service for Social Sync to offer but an extensive training program can be instituted to implement the service.

For Agencies Tier One

For Individuals and Small Businesses

Tier Two

Tier Three

Tier One

Tier Two

Tier Three

$100

$200

$300

$15

$25

$50

Per Month/Billed Annually

Per Month/Billed Annually

Per Month/Billed Annually

Per Month/Billed Annually

Per Month/Billed Annually

Per Month/Billed Annually

Per client

Per client

Per client

Per brand

Per brand

Per brand

1 Brand per client

4 Brands per client

10 Brands per client

2 User seats per client

2 User seats per client

4 User seats per client

4 User seats per client

10 User seats per client

30 User seats per client

Up to 5 platforms

Up to 7 platforms

Up to 12 platforms

Up to 7 platforms

Up to 12 platforms

Up to 20 platforms

1 Profile per platform

4 Profiles per platform

4 Profiles per platform

1 Profile per platform

4 Profiles per platform

10 Profiles per platform

20 Hrs support per month

Unlimited support

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

MENTORING PLAN Developing a mentoring plan specific for our start-up Social Sync, should include defining the roles of the staff that is essential to build the company. The acquiring of staff to fill certain positions must include a component that determines a willingness in these roles to serve as mentors to potential mentees. Mentors not only serve as training guides to help staff better learn processes, but also to help the staff navigate professional pitfalls that may or may not be directly related to the business directly.

Development of a mentoring plan may begin as follows: • Selecting the management team • Establish the policies and procedures • Implement ongoing staff training and professional development • Develop a financial plan • Implement the program Once the program has been implemented, it is important to monitor the results and evaluate the program. Measuring the impact the program has on the company can help justify its creation and provide a value to future investors.

Branding The mentoring plan will be a key component to the investor projections in the business plan. While not included directly in the financial plan, the mentoring plan will outline the company’s intent on growing the business and retaining key staff and team members. This will demonstrate to investors a plan to ensure positive results and returns on investment. The mentoring program will be branded specifically to investors as a component for quality assurance and promotion of ethical practice in the company. The program will be named, SociableSync which alludes to the personal nature of the mentor-mentee relationship and will be an inhouse department managed jointly by the HR, training, and IT divisions.

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DMMA517 - SocialSync Professional Social Media Production Suite - Fall 2019

REFERENCES Dod, Ronald. (August 13, 2019). How to advertise to an audience with an 8-second attention span. Retrieved from: https://marketingland.com/how-to-advertise-to-an-audience-with-an-8-second-attention-span-265410

Jolly, Warren. (2019). The 6 Most Effective Types of Social Media Advertising in 2019.

Retrieved from: https://www.bigcommerce.com/blog/social-media-advertising/#4-pinterest-advertising

Lyfe, Brandi. (August 22, 2019). Top 10 Social Media Sites for Business.

Retrieved from: https://www.lyfemarketing.com/blog/social-media-sites-for-business/

Petrauskas, Karen. (April 10, 2019). What Are The Differences Between The Big Social Media Platforms? Retrieved from: https://kjpcreative.com/what-are-the-differences-between-the-big-social-media-platforms

Kenshoo. (Q3 2019). Digital Marketing Trends: Quarterly Report.

Retrieved from: https://kenshoo.com/digital-marketing-trends/

The Business Plan Shop. (N/A). How to do a market analysis for a business plan.

Retrieved from: https://www.thebusinessplanshop.com/blog/en/entry/market_analysis_for_business_plan

B2U Administrator. (September 18, 2016). Scanning the Environment: PESTEL Analysis Retrieved from: https://www.business-to-you.com/scanning-the-environment-pestel-analysis/

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REFERENCES Parsons, Noah. (March 15, 2018). Market Analysis in 4 Steps Retrieved from: https://www.liveplan.com/blog/market-analysis-in-4-steps/

Grogan, Leander Jackie. (N/A). Why Mentoring is Essential to Your Business: The Wisdom of the Mound. Retrieved from: https://articles.bplans.com/why-mentoring-is-essential-to-your-business-part-two/

Power, Rhett. (March 9, 2015). 3 Reasons Your Company Needs a Mentoring Program.

Retrieved from: https://www.inc.com/rhett-power/3-important-benefits-of-starting-a-mentoring-program.html

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