SECTION TWO. ORGANIZATION
KEY
PERSONNEL
Mache-Premier Web Group will be
founded, owned and run by Myk Browne, who will also serve as the
company's President. Myk Browne has a background in Business Administration,
which dates back to his work at a non-profit organization in Vallejo,
California. He also has an extensive background in marketing.
Mache-Premier Web Group will employ
one other individual on a "per-contract" basis. Steve Silvas will
be the company's graphic designer, and will implement the majority
of the projects undertaken by Mache-Premier. Steve Silvas' background
in Digital Graphic Design, and his aspirations to go on to study
digital design in his post-secondary education are the key elements
to his success at Mache-Premier.
The functions of the President
of Mache-Premier Web Group will be multifaceted. The President
will manage all financial accounts for Mache-Premier, as well
as act as spokesperson and Marketing Director for the company.
The President will develop and implement all Marketing Strategies
for the company. The President will interact with, and consult
all Mache-Premier clientele. The results of these interactions
will be passed on to Steve Silvas for Digital Implementation.
The position of Graphic Designer
at Mache-Premier Web Group will be simple. The Graphic Designer
will use the information generated through meetings and consultations
between the President and clients to produce graphics, interfaces,
and content that meets the expectations of the client. The Graphic
Designer will also create and update the digital portfolio to
be used by the President during Internet Web Site Design and Digital
Graphic Design Consultation.
LEGAL
STRUCTURE
Mache-Premier Web Group shall
be organized as a privately held proprietorship. Myk Browne, founder
and President, shall own all rights to the company. No private
investors shall be had.
Because Mache-Premier will be
organized as a sole-proprietorship, Myk Browne will be completely
liable for the company. Thus, the risks involved with founding
the company will be great for its founder and President.
SECTION THREE. PROPOSED
BUSINESS
Mache-Premier Web Group is an
Internet Web Site Design company. Mache-Premier will encompass
the fields of Internet Web Site Design, Digital Graphic Design,
Internet Consulting, and Graphic Design Consulting.
INTERNET
WEB SITE DESIGN
Mache-Premier Web Group will offer
its clients Internet Web Site Design services. Mache-Premier's
Graphic Designer will perform these services. Mache-Premier will
create a digital portfolio. This portfolio will be used as examples
for potential clients upon consultation, which will be discussed
below.
Mache-Premier will charge a flat
fee per client for Internet Web Site Design based on the Mache-Premier
Web Group Internet Web Site Design Price Index in SECTION
9. Appendices. This fee will include all services discussed
by the client and Mache-Premier and included in the written contract.
This fee will also include three months of Support and Customer
Service, to begin following the scheduled date of completion,
which will be included in the Client Contract. All other services
related to Internet Web Site Design will be of an additional cost
to clients.
Mache-Premier Web Group specializes
in Informational Web Sites. Information capturing technology is
not Mache-Premier's main area of expertise, nor will it be practiced
regularly by the company. Mache-Premier will focus its Web Site
Design energies on HTML and JavaScript, as well as on Flash.
There are four (4) categories
of Interfaces which Mache-Premier will include in its digital
portfolio. These four categories are not the limit of the company's
services, but they are a basis for which Mache-Premier will price
its services, and are the basis of Internet Web Site Interface
design.
The "Frames" Interface
Frames are a type of Interface
which can be best described as "two-pages-in-one." Generally speaking,
one "page" is used to house the navigation of the Web Site, while
the other "pages" houses the content. As a user navigates the
page, the navigation frame, or "page" remains stationary, while
the content frame changes depending on the section chosen. There
are three types of Frames interfaces common to the World Wide
Web:
- Split Vertical: This
Frames interface places the two "pages" of the interface side
by side, with a vertical "line" dividing them. Generally,
the navigation frame is on the left side of the screen, placing
the content on the right.
- Split Top: This Frames
interface is slightly less common than the first, and, depending
on the site, less manageable. This Frames interface places
the two "pages" of the interface on top of each other, with
a horizontal "line dividing them. The navigation frame is
on top, and the content below.
- Split Bottom: This
Frames interface is the least common of the three. Identical
in layout to Split Top Frames interface, this Frames
interface places the two "pages" on top of each other. However,
this Frames interface has the navigation from on the bottom
of the page, with the content on top.
The Navbar Interface
This interface is similar to the
Frames interface, in that the navigation remains stationary, while
the content is changed. The difference, however, is that the navigation
controls are held within images on individual pages, instead of
in a separate page like the frames. There are two types of NavBar
Interfaces commonly seen:
- NavBar Top: This NavBar
interface is similar in appearance and function to the Split
Top Frames interface. The navigation controls are placed
in an Image Map on the top of the page, with the content held
below. The navigation controls are loaded again each time
a user accesses a new page.
- NavBar LSet: This
NavBar interface has a sort of up-side-down "L" on the page,
with the content placed beside it, confined to its width.
Generally speaking, the title of the page, or location, is
placed in the horizontal section of the up-side-down "L",
and navigation controls are placed on the vertical section.
The Dual Interface
This interface generally incorporates
the NavBar interface into its implementation. This interface utilizes
what is called a "Home Page" or "Default Page" to house a complex
arrangement of navigation controls. Usually a detailed Image Map,
the Default Page acts as sort of the hub for activity at the Web
Site. Users select an area of the Web Site to visit, using the
Image Map on the Default Page. They can navigate the site using
either a small selection of controls on each Interior Page, or
they can return to the Default Page to navigate.
The Flash Interface
This interface is by far the most
complex, and the most glamorous. Using Macromedia Flash, an interactive,
animated interface is designed. Buttons, text, images and backgrounds
can all be made to move as a user navigates through a FLASH site.
FLASH can be used to create an entire site, so that all aspects
of the site are animated. FLASH can also be used as a part of
the Frames interface, so that only the navigation controls of
a site are animated. Either way, the effect is one that is professional,
impressive and very attractive.
DIGITAL
GRAPHICS DESIGN
Mache-Premier will also offer
to its clients Digital Graphics Design services. These services
will be performed by Mache-Premier's Graphic Designer. Examples
of Digital Graphics will be included in the digital portfolio
discussed below.
The creation of a Digital Graphic,
or "logo" can incorporate almost anything. Photographs, images,
Clip Art, and text can all be combined to create a logo. Also,
effects can be added to a logo, causing it to look three-dimensional,
old-fashioned, stone - just about any effect a client would desire
can be created.
Digital Graphics Design will be
billed based on an hourly fee of fifteen dollars per hour ($15/hr).
INTERNET
WEB SITE DESIGN / DIGITAL GRAPHIC DESIGN CONSULTATION
It is expected that potential
clients of Mache-Premier Web Group will have the desire for a
Web Site, but not have an idea as to what should be included in
the Site. It is for this reason that Mache-Premier will offer
Consultation as a service to its customers.
Prior to opening, Mache-Premier
will compile an extensive digital portfolio. This portfolio will
house detailed examples of all the possible inclusions in a client's
Web Site. These possibilities include, and are not limited to:
- Examples of logos that
have been created, depicting different design strategies
such as shadowing, beveling, lighting, text, imagery,
etc.
- Examples of graphic interfaces
that have been created, depicting different interface
ideas such as NavBar, FLASH, DUAL, image maps, text links,
Frames.
- Examples of basic JavaScript
applications such as rollovers, status bar messages, pop-up
messages, pre-loading images, opening new browser windows,
etc.
- Examples of advanced
HTML applications such as non-underlined links.
- Examples of pre-made
web sites to show the different sections people have chosen
for their sites, and what is included in each (ex. "About
Our Company"; "Contact Information"; "Products and Services";
"History"; etc.)
This portfolio will go with the
President of Mache-Premier as he travels to consult with clients.
Using the ideas in the portfolio, the client and the President
of Mache-Premier will then come to a conclusion as to what the
sight will contain.
Through these consulting meetings,
Mache-Premier will be better able to determine exactly what it
is the client wants in his/her web site, as well as be able to
make recommendations based on a client's needs, wants, and budget.
SECTION FOUR. OPERATIONS
The Internet is an ever-changing
medium of communication. As new technology becomes available,
Mache-Premier Web Group will offer those technologies to its clients.
Furthermore, Mache-Premier Web Group will offer its clients extended
services beyond the creation of an Internet Web Site. "Warrantees"
on the services provided will be available to the client upon
completion of the project.
Upon receipt of a request for
services, Mache-Premier will inquire as to whether or not the
client wishes to conduct a consultation meeting. If so, Mache-Premier
will be able to offer a detailed description of the services available,
and the different design options the client has to choose from.
These options will be in the form of a digital portfolio. A fee
for the project will be announced at this time.
If the client chooses not to have
a consultation, Mache-Premier will collect from the client the
pertinent information, in person, and bid on the client’s pre-determined
design.
In either case, Mache-Premier
will immediately bid on the project, except in the case that the
client-proposed project is multi-faceted and complex. In this
case, Mache-Premier will return a bid on the project the following
working day.
After bidding on the project,
Mache-Premier and client will sign a contract detailing
all the pertinent information related to the work order in question.
It is at this time that Mache-Premier will commence work on the
work order. Any information not included in the Client Contract,
including any verbal agreements that are not documented, or any
advertised discounts or benefits that are not documented in said
contract will not be honored by Mache-Premier. This is to minimize
costs for Mache-Premier, and also to protect the company from
unwarranted controversy.
Satisfaction
Guarantee Policy
Mache-Premier shall have in place
a Satisfaction Guarantee Policy. If a client is unhappy with the
design of their site, Mache-Premier will cancel delivery of said
site, and waive the production fees associated with the work order.
Mache-Premier will charge a Contract Cancellation Fee of fifty
dollars ($50). At this time, the client may re-determine the details
of their proposed site, and enter into an alternative contract
with Mache-Premier. There will be no charge for such action -
only the Contract Cancellation Fee shall apply.
Contract
Cancellation
Once a contract has been signed
by Mache-Premier and the client, said contract shall not be broken
by either party. If the client decides, after the signing of the
contract and before the date of completion, that they do not wish
to have the agreed-upon site designed, Mache-Premier will cancel
the work order. However, a Contract Cancellation Fee of fifty
dollars ($50) will apply, as well as a Work Order Service Charge
in the amount of one-quarter (1/4) of the bill for the work order
Both of these policies are to
protect Mache-Premier from the over-use or abuse of its time.
Because Mache-Premier Web Group will be staffed by a limited number
of employees, the maximization of the efficiency of its time is
very important, both for the company and for its clients. By discouraging
the alteration or cancellation of contracts, Mache-Premier will
be limiting the misuse of its time to a minimum.
Extended
Services
After the completion of a project,
Mache-Premier will offer Extended Web Design Services. At their
own discretion, clients may choose to enter into an Extended Services
Contract with Mache-Premier. The functions of Extended Web Design
Services are to allow for a client's site to remain up-to-date
with both coding and content.
Mache-Premier will update the
content and coding of a client's web page each month during the
Extended Services period. These updates can include:
- Changes in the text of
the site
- Changes in the photographs/images
in the site
- Changes in the products/services
described in the site
- Changes in the META Tagging
of the site
- Resubmission to the Search
Engine Package of the client's choice
These Extended Services are available
at the costs outlined in SECTION 9- Mache-Premier Extended
Internet Services Price Index.
What follows
is a brief example of the initial stages of a work-order, and
the process of obtaining said work order.
Company Name: CLIENT
Services: Web Design; Graphic
Design; Consultation
Description: Client calls
Mache-Premier requesting a web page. He is asked the following
questions.
Do you have a logo you
would like on the page?
Would you like one designed?
Do you have content prewritten
for the page?
Would you like us to
write it?
Do you have an idea about
your interface?
Would you like us to
suggest one?
Do you have a color scheme
you would like us to follow?
Would you like us to
create one?
Do you have a list of Search
Engines to submit your web page to?
Would you like us to
use our personal list of the top search engines to submit your
web site?
Would you like to meet
with us in person to discuss your new web site?
<<DATE>>
is a good day to meet. How about <<TIME>>?
Mache-Premier will create an example
portfolio for Client to see. Included are:
- Examples of logos that have
been created, depicting different design strategies such as
shadowing, beveling, lighting, text, imagery, etc.
- Examples of graphic interfaces
that have been created, depicting different interface ideas
such as top/side/bottom navigation bars, image maps, text links,
frames.
- Examples of basic JavaScript
applications such as rollovers, status bar messages, pop-up
messages, pre-loading images, opening new browser windows, etc.
- Examples of advanced HTML applications
such as non-underlined links.
- Examples of pre-made web sites
to show the different sections people have chosen for their
sites, and what is included in each (ex. "About Our Company";
"Contact Information"; "Products and Services"; "History"; etc.)
- Examples of SITE MAPS / FLOW
CHARTS
Mache-Premier’s Consultation Representative
arrives at the consultation with the above described portfolio
contained digitally on Hewlett Packard’s OmniBook
Notebook Computer. During the consultation, Client selected a
genre of logo that he likes, and gives Mache-Premier an idea of
how he wants it to look. He selects a genre of interface (i.e.,
split-right frameset), and gives Mache-Premier an idea of what
sections he wants in the page (i.e., 6 total), and also what links
he wants in his page. Client then selects some basic JavaScript
applications to include. He wants to see rollover images for his
section links (i.e., 6 section links), which would pre-load, and
he wants status bar messages in all of his pages, saying different
messages to his visitors.
Based on the Mache-Premier
Web Group Internet Web Site Design Pricing Index, Mache-Premier
Consulting Representative gives Client a quote for his web site,
and also a projected date of completion. All the above information
is written into the contract, which both Client and Representative
sign.
It is at this point that Mache-Premier
Web Group will commence work on the work-order.
SECTION FIVE. EXECUTIVE
SCHEDULE
The completion of this business
plan is schedule for November 17, 1999. Once completed, this business
plan will be submitted for approval, and then submitted as a grant
application.
After the allocation of funds,
and the purchase of equipment, Mache-Premier.com will open. This
will be a BETA site, to test the functionality of the Internet
Web Site. This is scheduled for November 25, 1999.
The paramount advertisement campaign
for Mache-Premier will begin on November 27, 1999. It will include
newspaper, magazine, Internet, USPS Mail, telephone, and poster
advertisements in all of the target areas.
Finally, Mache-Premier will celebrate
its Grand Opening on December 1, 1999. This will be the first
day of business operations.
SECTION SIX. MARKET
ANALYSIS
Mache-Premier Web Group will target
businesses and business owners who either are unhappy with their
current web presence, or who do not currently have an Internet
Web Site for their company. Mache-Premier will focus its energies
initially on developing sites for those companies without Web
Sites. This will allow for a specific focus for Mache-Premier’s
marketing energies. This will also Mache-Premier to establish
a wide base in one market before expanding its services into another
market.
Mache-Premier is competing in
a market that consists of myriad competitors. The expertise of
these competitors is varied, as it is dependent upon their experience
(duration of existence) as well as their skill. Furthermore, the
design competition of Mache-Premier will not be targeting its
promoting and advertising in the cit(y/ies) that Mache-Premier
will base its market. Mache-Premier will target consumers in the
following cities:
- Vallejo
- Benicia
- Concord
- Napa
- Fairfield
- Vacaville
- Suisun
- Saint Helena
- Yountville
- Calistoga
Mache-Premier Web Group polled
107 businesses in these cities, to deduce the demand for the services
to be offered by Mache-Premier. The following four charts are
the results of said polls. The results are also discussed in the
section following the charts.
Internet
Web Site Design Poll Results
Statistic providers were asked
whether or not they would pay a fee to have an Internet Web Site
designed for them, or their companies.
Eighty-four percent (84%) of the
polled public replied in the affirmative. Of these eighty-four
percent, only sixty-three percent (63%) had actually researched
the cost and implementation of a web site.
Eleven percent (11%) of the polled
public were not sure. These people either wanted more information
about Web Design, were not sure if they could afford it, or were
not sure if it was necessary. They did maintain, however, that
an Internet Web Site was a possibility.
Five percent (5%) of the polled
public replied in the negative, stating that they did not need
or want Internet Web Site Design services. Their reasons varied
from already having a web designer, or not seeing the need for
an Internet Web Site.
This information is very appealing
and promising for Mache-Premier Web Group. It is quite clear that
a market exists for the services to be offered by Mache-Premier
in the area of Internet Web Site Design. Because the vast majority
of the target market is interested in the services to be provided,
Mache-Premier predicts a large quantity of work orders in the
first few months of operation.
Digital
Graphic Design Poll Results
Statistic providers were asked
whether or not they would use a Digital Graphic Design service
if it were available.
Eighty-one percent (81%) of the
polled public replied in the affirmative. These eighty-one percent
saw a need for Digital Graphic Design, especially during the creation
of a web site for them or their company.
Fourteen percent (14%) of the
polled public were unsure. The majority of these fourteen percent
also were unsure about the creation of an Internet Web Site for
them or their company.
Five percent (5%) of the polled
public said that they would not use the Digital Graphic Design
services offered by Mache-Premier.
The results of this poll, in conjunction
with the results of the Internet Web Site Design poll, are an
obvious indicator that the basic services offered by Mache-Premier
will be utilized by the majority of its target market.
Internet
Web Site Design Consultation Poll Results
Statistic providers were asked
whether or not they saw the need for consultation during the creation
of an Internet Web Site.
Eighty-three percent (83%) of
the polled public said that they did see the need for consultation
during Web Site Creation and would use the service if it were
available.
Twelve percent (12%) of the polled
public said that there was a possibility that they would use the
consultation service. However, they were undecided and maintained
that it was only a possibility.
Five percent (5%) of the polled
public replied by saying that they would not use the consultation
service.
Mache-Premier is encouraged by
the results of this poll. The majority of the target market will
invest in Internet Web Site Design Consultation services, thus
making it a viable addition to the service offerings of Mache-Premier.
Graphic
Consultation Poll Results
Statistic providers were asked
whether or not they saw a need for Digital Graphic Design Consultation
services if they were to design/redesign a logo for an Internet
Web Site.
Seventy-eight percent (78%) of
the polled public replied in the affirmative, stating that they
would indeed use a Digital Graphic Design Consultation service
if it were available.
Seventeen percent (17%) of the
polled public were not prepared to answer. They retained that
there was a possibility of their utilizing the service.
Finally, five percent (5%) of
the polled public replied in the negative. These five percent
said that they either were happy with their current Graphic Consultation
service, or found no use for the service.
Mache-Premier Web Group has deduced
from this information that their potential service of offering
Graphic Design Consultation services is in demand, and will be
utilized by the target audience.
Conclusions
The results of the four polls
taken by Mache-Premier indicate the overwhelming existence of
a market for the services to be offered by the company. Furthermore,
the results of the four polls taken indicate the great possibility
for the realization of the objectives set forth in Section 1 of
this business plan.
Mache-Premier does not have the
means, nor the desire to serve one hundred percent (100%) of its
potential market. The difficulty of this task is too great for
it to be even an aspiration of the company. Initially, Mache-Premier
predicts a market penetration of approximately sixty-five percent
(65%) of the potential target market. This is based on the competitions
lack of resources within the specific target market of Mache-Premier
(the cities stated above), as well as the advantages Mache-Premier
has over the competition (as stated in the Executive Summary).
SECTION SEVEN. MARKETING
STRATEGY
Mache-Premier Web Group will use
a wide variety of techniques to market the company. By expanding
its marketing energies beyond one medium, Mache-Premier will increase
its ability to reach a wide variety of customers. This is the
ultimate goal of Mache-Premier: to advertise in such a way that
customers of many different socioeconomic classes are attracted
to the company, so that Mache-Premier might expand its market
beyond the initial target.
Telephone
Mache-Premier will market itself
via the telephone by placing solicitation calls (tele-marketing)
to businesses within the target market. The objectives of these
telephone calls are to a) make companies aware of the existence
of Mache-Premier and, b) solicit potential clients for Mache-Premier.
Mache-Premier recognizes the fact
that tele-marketing is an unpopular form of communication, and
often does not produce desirable results. For this reason, Mache-Premier
will not employ this technique to a large extent.
United
States Postal Service Mail System
Mache-Premier will also use the
United States Postal Service Mail System to market itself. Mache-Premier
will create flyers, brochures, and coupons to send to companies
within the target market. The objective of these solicitations
is to make companies aware of Mache-Premier.
This will be one of the more effective
means of marketing for Mache-Premier, as these mailings will reach
many potential clients that other mediums cannot/will not reach.
Internet
Web Site Advertisements
Mache-Premier will use the World
Wide Web as a means of advertisement. Advertisement "banners"
will be purchased on the sites of related/non-related Internet
Web Sites. These banners will serve as hyperlinks to Mache-Premier.com,
the Internet Web Site of Mache-Premier. Furthermore, these banners
will expose Mache-Premier to the Internet Community, and allow
for name recognition- an important aspect of marketing any business.
Visuals
Although a somewhat old-fashioned
means of advertisement, Mache-Premier will use such mediums as
signs, posters, and flyers to market itself. Perhaps not the most
effective mode of advertisement in terms of recruiting clientele,
visuals do create name recognition, which Mache-Premier will rely
heavily on in each stage of development. Put simply, a known company
is a profitable company.
Newsprint
Finally, Mache-Premier will invest
much of its advertising dollars in media such as newspapers, magazines,
and business directories. A common mode of promotion, these media
will expose Mache-Premier to a wide variety of potential clientele.
SECTION EIGHT. FINANCIAL
REQUIREMENTS
Mache-Premier Web Group requires
a fixed amount of capital in order to fund the start-up of the
business. These funds, in the amount of $4,862.08 will
be used to purchase computing equipment for the company, including
a CorsairBuilt desktop computer, a Hewlett Packard OmniBook Notebook
computer, a Hewlett Packard Personal Laser printer*, a Hewlett
Packard Personal Scanner*, and a Xerox Personal Fax Machine*.
Also, Mache-Premier will purchase a business license, an Internet
Domain (URL), and Internet Web Hosting services. The remainder
of this capital will be spent on advertisements.
Please refer to the following
chart for a financial requirements breakdown.
SECTION NINE. FINANCIAL
ANALYSIS
The amount of capital required
to start Mache-Premier Web Group is minimal. This is for a number
of reasons.
First, Mache-Premier Web Group
does not pay either of its employees a salary. Steve Silvas, Director
of Design, will be paid on a "per-contract" basis, ensuring
Mache-Premier’s ability to pay, and limiting the cost to the company.
Myk Browne, President of Mache-Premier,
will take no pay. All revenues generated beyond the cost of implementation
of the project will return to a company account, for use by the
company for marketing and expansion. This will maximize the company’s
ability to fund advertisements, compensation of designers, and
other miscellaneous expenses.
Second, Mache-Premier Web Group
has no overhead. Mache-Premier will be operated from the home
of Myk Browne, President of Mache-Premier. Therefore, there are
no additional utility bills associated with the starting of the
business.
Third, there are few to no costs
associated with implementing Web Site design. Because the cost
of production of the services to be provided is minimal, Mache-Premier
will generate a maximized amount of profit for the company. Also,
there will be no initial costs associated with each work
order.
It is for these reasons that Mache-Premier
Web Group has limited the amount of money necessary to commence
operations to the amount stated above. The return on investments,
if applicable, will be swift, as Mache-Premier will be able to
dedicate much of its initial revenues to the task of repaying
the loans it takes out (if applicable).
SECTION TEN. APPENDICES
For further information, please
refer to the following pages. The documents that follow may or
may not allow for the expansion upon the ideas presented in the
previous business plan. Beyond these appendices, any questions,
comments, or clarifications should be directed to Myk Browne,
President of Mache-Premier Web Group. Myk Browne can be reached
via the following:
Telephone: 707.***.****
Cellular Telephone: 707.***.****
Mobile Paging Service:
707.***.****
Email: myk@mache-premier.com
Educational URL: go.to/netmyk
Please contact Myk Browne if any
questions arise during the review of the previous business plan,
or the documents to follow.
