Well Said Communications Inc. (403) 998-1405shannon@wellsaidcommunications.cawww.wellsaidcommunications.ca

Business Plans

• Executive Summary• Background and Purpose

(Mission, Vision, Values, Goals, Brand, USP)

• Market Feasiblity (Target Audience, Industry Profile, Competitive

Anaylsis, SWOT, Barriers to Entry, Seasonal Changes)

• Strategy (Sales and Marketing, Products and Services, Key

Success Factors)

• Financial Feasibility (Start Up Costs, Sources of Finance, Revenues,

Expenses, Profits, Forecasting)

• Technological/Human Resource Feasibility• Risk

(Factors and Strategy)

• Scheduling and Milestones• Harvest/Exit Strategy

What Goes into a Business Plan?

You know your business!

BUT

You’re not a writer!

Shannon Stucky is the principal of Well Said Communications Inc. where she helps businesses and entrepreneurs with their strategic communications including marketing, advertising, public relations, social media set up and training, business writing, content creation and presentations. She has worked with a wide variety of companies in various industries and organizations. Shannon is a business professional and a long standing member of the International Association of Business Communicators (IABC/Calgary). She has earned a Bachelor of Commerce in International Business, a Bachelor of Arts in English and a Public Relations Certificate.

Well Said Communications Inc. helps you get back to doing what you do best — your business!

• Overview of the Business

• Products and Services

• Business and Marketing Strategy

• Financial Feasibility and Forecasting

• Risk Evaluation and Strategies

• Why you should Invest in the Business

www.wellsaidcommunications.ca

Business Plans Express

Impress Bankers

4.3 CURRENT PROFESSIONAL TRAINERS AND ATHLETES

The following is a list of current professional trainers and high profile athletes that have

already signed on to use and market the fitplan app to their social media followers. Due

to the nature of overlapping social media platforms, the totals are calculated using a

50% overlap rate for the second and third social media platforms.

In order to recoup the initial start up costs of $108,145, fitplan will require 38,623

customers to pay for at least one month of regular subscription service. This is just over

a 1% conversion rate for the first five professionals in the first year. Since the first year

goal is to have relationships with 10 professionals instead of five, it is entirely feasible to

recoup all initial start up costs in the first year of business.

Professionals# of Followers Total # of Followers* 1% Conversion Rate

2% Conversion Rate3% Conversion Rate

Jeff Seid1.9M Facebook 535k Instagram 67.7k Twitter

2,201,35022,014

44,02766,041

Lauren Abraham 17k Facebook 117k Instagram 5674 Twitter131,174

1,3122,623

3,935

Claire Rae442k Facebook 30k Instagram 5713 Twitter

459,3624,594

9,18713,781

Callie Bundy10k Facebook 52k Instagram 4725 Twitter

59,362594

1,1871,781

Katie Chung Hua 332k Facebook 19k Instagram 8065 Twitter345,532

3,4556,911

10,366

Total First Group 2.843M

31,967.863,935.6

95,903.4

�18

Business Plan

©2014, Well Said Communications Inc.

Table of Contents

1.0. Background and purpose

1.1. Mission

1.2. Vision

1.3. Values

1.4. Goals

1.5. Brand/USP

2.0. Market Feasibility

2.1. Target Audience

2.2. Industry profile

2.3 Competitive analysis

2.4 SWOT

2.5 Barriers to Entry

2.6 Seasonal Changes

3.0. Strategy

3.1. Sales and Marketing Strategy

3.2. Products and Services

3.3. Key Success factors

4.0. Financial Feasibility

4.1. Start up costs

4.2. Sources of Finance

4.3. Revenues

4.4. Expenses

4.5. Profits

5.0. Technical and Human Resource Feasibility

6.0. Risk6.1. Risk Factors

6.2. Risk Management Strategy

7.0. Scheduling and Milestones

8.0. Harvest/Exit Strategy

9.0 Appendices

Property of Well Said Communications Inc.

Scarlet Edge Beauty Business Plan

©2015 Well Said Communications Inc.

2.4 SWOT

2.5 Barriers to Entry

Overall the public relations and communications industry has low barriers to entry.

There are no formal regulatory barriers, and few capital requirements. There is however

high competition, especially against global integrated and well-established public

relations firms. Experience and a high level of education are the only other significant

barriers. The industry has a low level of globalization but most of the major players have

global operations.

Strengths

Weaknesses

- Knowledge, Passion

- Writing/Editing/Proofreading ability

- Business Background

- Financial Stability

- No Bureaucracy

- Can Work from Home

- Low Start-up Costs

- Few Barriers to Entry

- IABC

- Alone, no collaboration/team work

- Little experience

- Limited understanding of libel and

defamation laws

Opportunities

Threats

- Growing Industry - Alberta has only 10% of

the established PR companies in Canada

- Thousands of small/micro-businesses in AB

- Growing social media landscape

- “Online PR is particularly fertile because

Canadians are the the highest internet users

globally.” - Appendix D

- Changes in attitudes towards

communications

- Word of Mouth Marketing

- Nenshi made people aware of the

importance of social media

- Large PR Firms

- Medium-sized PR Firms

- Other communication consultants

- most small businesses fail

- Changes in small business laws

- PR budgets are the first to get cut.

Property of Well Said Communications Inc.

Business Plan

© 2013 Well Said Communications Inc.

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Shannon Stucky BComm, BACreative Director(403) 998-1405shannon@wellsaidcommunications.cawww.wellsaidcommunications.ca