An Online Pacific Islander Community
Buma
Bula
Buma
Bula
Who We Are
• www.bulabuma.com– Drop-ship retail store– Searchable business listings– Lifestyle blog with ad space
• Start-up, LLC (S-Corp)• Mission: Build and foster Polynesian
culture in America• Vision: A place for all to partake in Pacific
Islander language, art, musicand dance
Buma
Bula
Values and GoalsValues• Authenticity• Economic health• Honesty• Growth and
Advancement of Polynesian Culture
• Encouraging individuality, talent, creativity and teamwork
Goals and ObjectivesIn 5 years, BulaBuma will be the #1 online resource in America for pacific islander products, services, and promotion.
Buma
Bula
Competitive Advantage
Currently• Majority of NHOPI-
owned businesses are small non-employer entities
• Little to no online promotion
• Limited opportunities to grow
• Close-knit community• Hard-to-find information
BulaBuma’s Value-Add
• Understands value of marketing
• Knows habits and motivating factors of Pacific Islander community
• Ability and skills to design website
• Network to promote and sell BulaBuma’s expertise
Buma
Bula• NHOPI owned firms
with $6.9B in sales= approx. $981M– 1.2 million+
NHOPI=240,000 families spending $120Mi
– Catered event entertainment= $112M
Industry Analysis Market Size
Social
• NHOPI 2nd fastest growing race group in U.S.• Pacific Islanders are the largest minority group of
homeowners.
Legal• Expanding Demographic Data
Economic• NHOPI owned businesses grew 35% in the last ten
years• Online sales have increased even as retail sales
have dropped
Political• The promotion of American made products have
made importation of goods expensive and impractical.
Technology• Internet marketing is available to small businesses
at reasonable cost.• Internet available everywhere; increasingly reliable
to shop and make purchases.
Customers & Competition•NHOPI Small businesses, Pacific Islanders, Party and Event planning•Discount retailers, specialty retailers, marketing firms, online marketing tools and services
Buma
Bula
Customer Analysis
• 15-35• Tech Savvy• High School Graduates• Mostly lives in Western U.S.• Born in U.S. or young
immigrants• Value humor, family, boldness
Pacific Islander Millennials
• Older married couples• Highly educated• Large incomes• Empty nesters• Mostly live in Northeastern
U.S.• Value professionalism, quality
Party & Event Planners
• 90% are small businesses• Located largely in Hawaii and
Western and Southern U.S.• Growing at rate triple the
national average• Value price, individuality,
ease, and community
NHOPI Businesses
Buma
Bula
Competitive AnalysisCompetitors• Polynesian
Millennials– Mass market-
retailers in-store and online
• Event Planning– Online referral
services– Pro event
planners
• Small Businesses– Online marketing
tools– DIY websites
•Consumers not understanding
benefits•Increased access
by competitors•Inability for NHOPI businesses to grow
or expand•Not a large enough
interest in products and
service
•Growing market•Uneducated consumers
•Utilizing connections and expanded networks
• Increased online accessibility and reliance
•Reasonable pricing for online tools and software
•Niche w/ small market
•Can be replicated•Several sources of indirect competition
•Tools and skills are openly available
•Community relations
•Customization•Knowledge of Internet Marketing Techniques
•Established ties•Untapped market that is growing
S W
TO
Buma
Bula
Marketing PlanPhase 1-Attracting Businesses• Website design and
navigation• Search Engine
Optimization• Reciprocal links• LinkedIn• Blog• GoogleAds/AdChoice• Paid Search
Phase 2-Attracting Customers
• Sponsored Giveaways• Social Media
– Facebook Page and Ads– Twitter Campaign– Pinterest Campaign
• Newsletter• E-mail subscriptions• Blog• Discounted products
Buma
Bula
PricingAdvertising
Deluxe Ad Package $25
Custom Listing - Photos, design
Leader board Blog Ad -
Newsletter Feature -
Blog Advertisements
728x90 Leader board $20
160x600 Banner $15
125x125 Banner $10
Searchable Business Listing
Listing $1.50 Set up and first month
Custom listing $3.00 Set up and first month
Page hosted on site $10.00 Year listing
StoreProduct Listing $0.50 per product and 3% of sale price as a transaction fee if product
sells.
Buma
Bula
Possible Products
Buma
Bula
Management TeamBuma
Bula
• Gaps/Growth• Webmaster• Customer
RelationsSpecialist
• Graphic Design• Legal Advising
Ashley “Buma” Sokia
Owner/Operator
Buma
Bula
Website: Landing Page
Buma
Bula
Search Store Blog
Buma
Bula
Operations Plan• Daily content
creation activities– Blog– Twitter– Facebook– Pinterest– Polls
• Internet Marketing– SEO/Online campaign
tracking– E-mail lists– Newsletters
• Business Activities– Billing and AP– Customer Relations– Recruitment– Website updates
• Milestones– Website built
09/01/12– Full launch 11/05/12– Expansion 08/01/16
Buma
Bula
Financial Outline
• Critical Assumptions– $8,500 in sales for the
first year and continue to increase those numbers.
– Keep expenses lower than revenue after initial costs.
– BulaBuma will be awarded a grant of at least $15000 to cover initial start-up costs.
• Breakeven goal by end of year 2
• Financial Goals (Year 4)– 2000 products
listed– 1500 businesses
listed– 1,000+ unique
blog visitors/day– 2% market share
of retail sales– Consistently sell
out blog ad space
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