Issuu on Google+

Page 1 of 16

Business Plan

OWNERS Two Three Sports Sean Mallers 608 Hinman St Evanston, IL ZIP 60201 847 477 5291 sean.m@c2labs.cc

I.


Page 2 of 16

Table of Contents I.

Table of Contents

 

II.

Executive Summary

 

III.

General Company Description

 

IV.

Products and Services

 

V.

Marketing Plan

 

VI.

Operational Plan

 

VII.

Management and Organization

 

VIII. Financial Valuation X. XI.  

 

Appendices  Refining the Plan  

 


Page 3 of 16

II.

Executive Summary

Two Three Sports is a unique and original perspective on sports media. It’s morals align with a love for sports, and eagerness to connect with its fans. At TwoThreeSports.com, our focus is to connect with sports fans from all over the world, and give them a user experience that brings out their knowledge and perspective. Rather than distance ourselves from our followers and readers, we hope to build a relationship, in which opinions and insights can be expressed. Our product is an all-in-one sports news outlet, blog, and social media presence. We cover the global sports world, with topics ranging from the NBA draft to the World Cup. In addition, we produce three daily columns, in which we write topics and answer questions requested to us through various social media platforms. Our customers are young, social media driven sports fans. Our readers are the brand of fans that love to express their opinions, beliefs, and questions about the latest in the sports world. We engage our readers to speak out, interact, and conversate with us and our staff writers. The future of the sports media market is experiencing a boom, and Two Three Sports will move with the current. With the ever present ascent of social media, sports opinion and updates have never been more relevant. Fans are willing to express their opinions, as well as read a multitude of others. This allows Two Three Sports to not only succeed, but be the most unique product in the industry.


Page 4 of 16

III.

General Company Description

Mission Our mission at TwoThreeSports.com is to be a reliable, unbiased and up to date website covering everything in the world of sports. Our niche in the sports writing industry is our ability to connect with our readers. Rather than post content that separates us from our viewers, Two Three Sports will engage in conversation and answer questions.

Vision & Goal Our goal is to change how sports media is viewed in the public eye. Sports media conglomerates like ESPN and BleacherReport have built a brand of reporting and analyzing that leaves the reader disengaged. Our business philosophy, and overarching goal is to change that model, and involve readers in all that we do. We believe that passionate fans and established writers can supply information and opinions in a more relatable and down to earth fashion than a media conglomerate could.

Our Customers We will market our product to young, social media using, sports fans. A typical Two Three Sports reader not only keeps themselves up to date, but are willing to express themselves. The difference between a reader of Bleacher Report, and that of Two Three Sports, is that our readers are willing to express their thoughts, feelings, and opinions余 and do so in a social media forum.

Company Strengths Our company strengths align with reliable and up to date content, reliability, and connection with our readers. We feel that our strong reader relationships are what put us over the top of competitors. With five pieces of content produced on a daily basis, we allow our readers to be up to date, while responding, interacting, and forming questions with our content.

Legality Two Three Sports is a multi partner LLC. We are run by two members, who hold equal weight and ownership in the company. The owners of Two Three Sports have a limited financial liability for the debts and services of the company.

IV.


Page 5 of 16

Products and Services

( Logo not current.) Two Three Sports is an authentic, high quality sports blog that promotes connectivity and voice for its readers. We make social media a platform where our readers can connect, interact, and ask us questions. Two Three Sports produces a mailbag column every day, in which we respond to questions sent to us on Twitter. Our director of social media will collect five questions from our over 2,400 followers and consistent readers. The questions will then be answered by a columnist every day at 7 P.M. Two Three Sports hopes to meet a quota of five pieces of content posted per day. Our analysts and columnists will provide at least three opinionated columns per day, with a strict posting schedule of 9 A.M, 2 P.M, and 8P.M. They will be followed by the aforementioned mailbag, and finally, a Two Three Sports “video of the day.” We’ve conducted that 5 pieces of published content is the perfect amount to keep our readers entertained and up to date. In addition to answering fan questions and producing opinionated columns, Two Three Sports will report on the latest breaking news in the sports world. We closely follow all professional reporters and


Page 6 of 16

athletes, and are able to get a high quality report published in fifteen minutes余 nearly half of an hour ahead of our competitors.

Marketing


Page 7 of 16


Page 8 of 16

Marketing Vision Two Three Sports is immensely present on social media, and our marketing strategies are within our various social media partnerships. Instead of traveling down the traditional marketing route of billboards and TV commercials, Two Three Sports will take the path of the fan, and market in a setting that is comfortable for them. We don’t believe in paid advertisements. Knowing that our vision is to provide comfortability and connection with our readers, paid advertising doesn’t bode well with our image. We’d like our customers to see us in a friendly and comfortable light. Coming from the experience of sports fans, Two Three Sports recognizes that friendship and connection is the basis of sports fandom, and we hope our customers see that in us.

Plan

Our marketing plan is a design whose foundation is within social media reward. Two Three Sports will provide trivial contests, giveaways, and questions-answering forums that all lead to the promotion of our product. As seen in the graphic above, we not only engaged our readers into a conversation about the NBA draft, but we got them tweet out the name of our business. Two Three Sports will post a week-to-week trivial contest, in which followers of our various social media platforms can visit the site, and answer the trivia questions we’ve provided. The users with the correct answers get recognized and promoted in our daily posts. In addition, Two Three Sports offers readers to get their topics discussed in our aforementioned mailbags. Readers are more willing to visit the site if they know that their specific question was answered; something that can’t be provided from any other sports media outlet. This strategy provides not only the promotion and increase in site traffic, but a better connection with the readers.


Page 9 of 16

Facts About the Industry ●

295,000,000 global readers read sports news every month.

Over 110,000,000 million people get sports news sent directly to their cellphone.

29% of all sports readers are between the ages of 18-34.

93% of all sports readers are male.

50% of all sports readers make less than 50k per year.

40% of all “tweets” are sports related.

Demographic ● ● ● ● ●

18-24 Male United States (Urban areas)- Los Angeles, Chicago, New York City, Houston. 0-50k per year High school graduate, no college education.

Customer Story Craig Smith is a 19 year old, high school graduate, who works as a youth sports coach in New York City. Craig makes $39,000 per year, and goes to the local community college during nights and weekends. The Brooklyn native lives in a studio apartment with two roommates. Craig is a diehard New York Knicks fan, and has been for his entire life. Craig is avid in defending the Knicks on Twitter, and uses the network to find sports news, debate, and connect with other Knick fans. Craig found TwoThreeSports.com while browsing Twitter, and saw that they were offering New York Knicks trivia on their site. From then, Craig asked questions for every one of TwoThreeSports Knicks mailbags, and checks the site for news and opinions every day.

Features and Benefits Reliability Two Three Sports provides writing that is relatable to our readers. The majority of our writers began as readers, so we understand that they share similar opinions, as well as can relate to the fan that is reading their articles. Small Business Hospitality TwoThreeSports.com does not operate within multiple media like ESPN or Yahoo!. We blog and report sports news in its simplest and most passionate form. This gives the small business feel with our


Page 10 of 16

customers, something ESPN and Yahoo! cannot provide.

Potential Barriers Breaking Into the Industry Much like any industry, sports media is controlled by the businesses at the top. ESPN, BleacherReport, Yahoo!, and SB Nation all drive the most traffic from readers, and have the resources to continue doing so. In order for TwoThreeSports.com to succeed, we have to convince readers that they will be provided with better information with our product. This can be tough, with many of these sports media conglomerates operating with $100 million budgets.

Competitors Competitive Analysis Lastwordons ports.com

Bleacherrepo rt.com

Importance to Customer

X

4

5

4

X

5

5

4

4

1

4

5

3

4

4

5

5

5

5

5

4

5

3

5

4

3

5

2

3

1

5

FACTOR

Me

Strength

Weakness

Products

3

Price

5

Quality

3

Reliability

5

Stability

2

Expertise

4

Company Reputation

1

X

Appearance

3

X

Advertising

2

X

Image

4

X X X X

X

4


Page 11 of 16

The sports media field is one of the most competitive in the media industry. With nearly 300,000,000 readers reading sports every month, there are a number of competitors with the same business design. While we lack in experience, we gain in a unique outlook and business design. Our connection with fans and unique take on marketing separates from our competitors.

V.

Operational Plan

Personnel Within the next year, Two Three Sports will have 20 staff writers covering various sports and events. By the year 2016, Two Three will have 5 writers covering basketball, football, baseball, and hockey, at both the amateur and professional level. Our writers will produce three articles per week, and will be asked to use at least two valuable resources, with each article to be over 600 words. Writers interested in joining our team can find our staff application on the “Write for Us” navigation, located in the menu bar of the website. TwoThreeSports profit plan is within its exit strategy. Therefore, our writers will not get paid per article or on salary. However, writers hours and articles submitted will get tallied throughout their tenure at Two Three Sports. When Two Three Sports is sold, our writers will be given a profit, with the finite amount differentiating with hours worked and articles submitted.

Schedule Writers will be asked to submit three articles every week. Our writers will be given their assigned days to meet deadlines upon their hiring. We try to diversify our content as richly as possible, therefore, we won’t have two writers for the same sports submit content on the same day. Full Posting Schedule 9 AM: Column 12 Noon: Two Three Hoops “Video of the day” 2 PM: Column


Page 12 of 16

5 PM: Daily Mailbag 8 PM: Column

Job Description Qualities A staff writer at Two Three Sports is a sports addict, who is willing and wanting to express their opinions publicly. A staff writer is encouraged to be active on social media, and be able to understand the general opinion of the sports world at any given moment. Our staff writers understand deadlines, and are able to meet article length standards. Lastly, a staff writer is excited to be joining us on our journey, and a love for sports carries out with every piece they produce. Content Schedule Two Three Sports staff writers are asked to produce three articles a week, and are expected to meet the time deadlines provided in our schedule. A typical Two Three Sports writer produces a Monday column wrapping up the happenings from the weekend in sports余 a mid-week column answering reader questions, and a Friday column predicting the happenings of the coming weekend.

VI.

Management and Organization

Two Three Sports daily operations will be run by Sean Mallers and Henry Pye. The two partnered to create the site, and understand its value and image better than any. Both Mallers and Pye will oversee and edit submitted articles, manage social media, and sustain the image.


Page 13 of 16

Organizational Flow Chart

Professional and Advisory Support ●

Board of Directors: Sean Mallers, Jake Hoover, Henry Pye

Management advisory board: Sean Mallers, Jake Hoover, Henry Pye.

Advisors: Ed McNally, Henry Pye


Page 14 of 16

VII. Personal Financial Statement Rather than collecting capital that is not needed to operate, TwoTHreeHoops.com will operate with no profit or expenses. After three years of full time operation, TwoThreeSports.com will be sold, and profits will be dispersed to our multiple employees. Column

$80 per column

Breaking News

$40 per article

Social Media

$.11 per follower

Managing Hours

$10 per hour

While Two Three Sports plans to be one of the most reliable sports sources on the market, we understand that our product lacks in professionalism. In conducting the compensation for our staff, the level of professionalism weighed in as the largest factor. Through research and connecting with sources, we understand that the average freelance employee for the Wall Street Journal earns $.60 per word. We have yet to reach the quality of Wall Street Journal, and plan to compensate staff accordingly. Two Three Sports plans pay staff writers $.13 per word, amounting to roughly $80 for a 600 word article. A Breaking News article is worth considerably less than a full length feature column, we still value it highly. The conduction of a Breaking News piece involves collecting two valuable sources, writing with accuracy, and completing a piece of at least 300 words within the hour. However, our Breaking News articles are published at a considerably lower rate than feature columns, and we compensate accordingly. We plan to pay $.13 per word for a breaking news article. Our Social Media following is one of the most important aspects of our business, and we compensate accordingly. Knowing that we earn 1,200 followers per month on our three existing social media platforms, we compensate $.11 per follower. This way, our director of social media can be cognizant of his following, and be compensate for his/her hard work.

3 Year Price Evaluation Hours Managed

3,120 hours spent managing day to day operations.

$31,200

Articles produced

3,276

$262,080

Social Media

43,200 followers.

$3,176


Page 15 of 16

Breaking News

360 Breaking News articles produced.

$14,400

Final Price At the end of our 3rd year, Two Three Sports is valued at $310,956余 and hopes to sell as such.

Ownership Valuation Sean Mallers Hours worked

3,120

Articles written

1,092

Social Media

43,200 followers on various social media platforms

Breaking News articles written

468

Henry Pye Hours

3,120

Articles Written

1,560

Social Media

43,200 followers on various social media platforms

Breaking News Articles written

234


Page 16 of 16

Bibliography Author Not Cited“ESPN MediaKIT” Demographic  http://espn.go.com/mediakit/research/demographics.html ESPN.   Author Not Cited "Bleacherreport.com's Audience Profile on Quantcast."  https://www.quantcast.com/bleacherreport.com Bleacherreport.com Traffic and Demographic  Statistics by Quantcast.  Morgan, Bob. "2013: The Rise of the Sports Fan." The Daily Dot.  http://www.dailydot.com/opinion/morgan­2013­rise­of­sports­fan/   Badenhausen, Kurt. “Why ESPN Is Worth $40 Billion As The World's Most Valued Media Property” Forbes. Forbes Magazine http://www.forbes.com/sites/kurtbadenhausen/2012/11/09/why-espn-is-the -worlds-most-valuable-media-property-and-worth-40-billion/ Scott, David. "ESPN by the Numbers, March 2013 ­ ESPN Front Row."ESPN Front Row  http://frontrow.espn.go.com/2013/03/espn­by­the­numbers­march­2013/   “Wall Street Journal compensation resources” Source: Rachel Cromidas; RedEyeChicago  https://twitter.com/rachelcromidas   


Sm businessplan