This is a Business Proposal I created for a Media Business and Entrepreneurship class. The proposal is for a social media strategy and analysis company. Collaborators include Kara Andersen, Anna Hastert, Kyle Yehle, and myself.

1. BUSINESS PROPOSAL
Social media strategy, analysis, consultation, and implementation for
non-profit organizations in northwest Missouri and southwest Iowa.
Created by:
Kayla Morgan, Kara Andersen, Anna Hastert, and Kyle Yehle
GUIDING SOCIAL MEDIA TO A BRIGHTER HORIZON

2. 1
TABLE OF CONTENTS
Executive Summary...................................................................... 2
Mission & Values Statements ...................................................... 3
a. Mission
b. Vision
c. Values
Services .......................................................................................... 3
Competition Analysis ................................................................... 4
List of Equipment, Technology, Expenses ................................. 5
Financial Management............................................................... 8
a. Cost of Services
Break-Even Analysis...................................................................... 8
a. Year 0
b. Client Needs Projections
c. Income Projections
Marketing & Promotions Plan ................................................... 10
a. Marketing and Promotions
b. Branding

3. 2
EXECUTIVE SUMMARY
Compass Media is comprised of four media specialists with individual skills
including journalism, broadcasting, and graphic design. These skills, combined
with our knowledge and love of social media and serving our local community
create a powerful team of dedicated workers. As a company, we strive to
motivate and empower non-profit organizations to reach a larger audience
through social media while inspiring individuals to serve their community. We
value dedication, fair treatment, and communication.
Compass Media can provide its clients social media strategy, analysis,
consultation, and implementations as the client needs. Through these services,
we will create social media plans, compare clients’ success with that of their
competitors, give examples of quality content for social media use, and create
and post social media content on behalf of organizations.
Our company provides services similar to already existing companies, but
we are unique in our sole focus on non-profit organizations. All our efforts are
geared towards reaching our clients’ target audiences. Not only are we
passionate about enhancing non-profits’ social media, but we desire to
connect with organizations personally through face to face communication
and interactions. We take pride in our employees serving alongside non-profit
organizations and showing the community our complete devotion to the cause.
Our start-up costs are low and we seek to keep our operating costs at a
minimum. As we begin our business, we will be seeking a one year loan and
investment from two non-profit organizations or donors. In return for this
investment, not only will the amount of the loan be repaid after a year, but in
exchange for the loan, the non-profit will have the cost of their social media
strategy or analysis waived for one year and also have the opportunity to use
any other services offered by Compass Media.
Compass Media has room for continued growth. We initially plan to focus
primarily on social media analysis and consultations. As we gather more
business, we can expand our client base while also expanding our services for
each client. As we gain a larger client base, we will be able to hire more social
media professionals and can also begin to hire freelance workers who do
graphic design or video production and who will certainly be an asset to our
clients’ social media presence.
We will always strive to create better and brighter communities by
motivating non-profit organizations to engage their audience across their social
media platforms.
Sincerely,
The Compass Media Team

4. 3
MISSION & VALUES STATEMENTS
MISSION
Our mission is to motivate non-profit organizations to socially engage their
audience and to empower continued growth in the social media world.
VISION
Our vision is for every individual to spark change within our community
through engaging content about non-profit organizations.
VALUES
We promise to be dedicated to our clients and employees, incorporate
fair and equitable practices in all we do and clearly communicate on
behalf of non-profit organizations.
SERVICES
Compass Media offers four main services to our clients: social media
strategy, social media implementation, social media consultation, and social
media analysis. Strategy is targeted at non-profit organizations without a social
media presence, while analysis is meant for those who already exist in the social
media world. Consultation and implementation are for non-profits with any level
of social media engagement.
SOCIAL MEDIA STRATEGY
We will help non-profit organizations create a social media plan that
breaks down how they will best utilize social media to reach their
audience. This plan will figure out which platforms will be best to reach the
primary target audiences and provide examples of content for each
platform. For example. If it was discovered that a non-profit’s audience
was primarily concentrated on Twitter and Pinterest, we would include
examples of engaging content on both of those platforms so that the
non-profit would have examples of what sorts of content they can post.
This plan would also look at other competing non-profits’ social media
presence to see how our client measured up to others.
Price: $1,000

5. 4
SOCIAL MEDIA ANALYSIS
We will analyze the non-profit organization’s current social media
presence and look at the social media presence of competing non-profit
organizations. We will decipher strengths and weaknesses of the
organization and provide statistics about their social media presence that
will allow them to use the information to better reach their target
audience.
Price: $1,000
SOCIAL MEDIA CONSULTATION
Social media consultation would provide monthly or quarterly plans where
we check in and see how they are growing and how they can continue
to grow in the future. This would be coupled with an initial social media
analysis or consultation. During a monthly or quarterly consultation, we
would look at the non-profit organization’s social media stats, such as their
follower rates and the rate of likes and comments on posts. We would also
analyze competitors and provide suggestions for content that will
continue to engage their audience.
Price: $250 per meeting (+$1,000 initial cost of strategy or analysis)
SOCIAL MEDIA IMPLEMENTATION
Social media implementation means that we will run the social media
accounts of our clients. After meeting with them and creating a social
media strategy or analysis, we will coordinate the posts across their social
media platforms and even interact with their audience by liking and
commenting. The non-profit would still maintain access to their accounts
so that they can also interact with their audience, but we take care of the
work of running a social media campaign.
Price: $300 (+$1,000 initial cost of strategy or analysis)
COMPETITION ANALYSIS
IMAGINATION MARKETING SERVICES - ST. JOSEPH, MO
Under Imagination Marketing Service’s social media management
service, the company promises to carry out daily and weekly tasks on their
clients Twitter, Facebook, LinkedIn and Google+ accounts, allowing their
client to interact with current fans and followers and solidify their position
as a leader in their marketplace. Other creative services offered by

6. 5
Imagination Marketing Services include SEO consulting and video
production.
SUSAN J. CAMPBELL (SJC) MARKETING - ST. JOSEPH, MO
SJC is a full-service marketing, communication and content creation
company. The company offers professional communication services such
as branding, full-service marketing, online content creation and social
media management to businesses and non-profits. Focusing more
specifically on their social media management service, SJC has social
media specialists who can make a client’s performance measurable
across all possible platforms by developing step-by-step strategies,
effectively returning value to the client’s brand and turning their followers
into clients.
WOODSMALL MARKETING GROUP - KANSAS CITY, MO
Woodsmall Marketing Group helps clients strategize, execute and
measure their social media with an innovative, specialized approach.
They turn business objectives into realities in creative, strategic and
measurable ways. Their other services include marketing,
communications, CRM management/training, media planning/buying,
digital marketing, direct marketing and public relations.
PILCHER CREATIVE AGENCY - KANSAS CITY, MO
Pilcher Creative Agency creates and maintains your brand on social
media and helps add fans by linking all of your social networks
together. Their other creative services include web design and logo
design, print design, email newsletters, videography, SEO, blogging and
photography.
LIST OF EQUIPMENT, TECHNOLOGY, EXPENSES
Our initial start-up costs will be relatively low. Each of us owns a laptop, so our
costs will be limited to purchasing the appropriate software that will allow us to
help our clients. Initially, we will not have an office space because we will either
meet with clients at their business or at local businesses. This will keep our
operating costs low and help us recoup our expenses more quickly.
After we are more established and have created a loyal clientele, we will have
the option and ability to open an office space where we can meet with clients.
Table 1 provides the costs for our initial start-up, and Table 2 provides expenses
for the future if we choose to open an office space.

7. 6
Table 1
Item Photo Qty. Cost/Item Total Cost
Adobe CS6 Master Collection for
Mac
20+ Adobe apps
Business receives license for use on 2
computers
3 $1,299.00 $3,897
Hootsuite Social Media
Management Software for Business
Monthly subscription
Up to 50 profiles
Unlimited social campaigns
Advanced analytics with data
exports
24/7 support
1 $100/mo. $1,200/yr
TOTAL $5,097
Table 2
Item Photo Qty. Cost/Item Total Cost
21.5” iMac with 4K Retina display
1.6GHz Processor, 1TB Storage
8GB 1867MHz LPDDR3
Intel HD Graphics 6000
Magic Mouse 2
Magic Keyboard Accessory Kit
+AppleCare insurance for 3 years
5 $1,099
+$169(ins.)
$1,268
$6,340
Adobe Creative Suite for Business
20+ Adobe apps
1 year subscription
Business receives license for use
5 $839.88 $4,200
Hootsuite Social Media
Management Software for Business
Monthly subscription
Up to 50 profiles
Unlimited social campaigns
Advanced analytics with data
exports & 24/7 support
1 $100/mo. $1,200/yr

8. 7
Office Space
525 sq ft.
3 rooms, 1 bathroom
St. Joseph location
1 $375/mo $4,500/yr
Office desks
4 desks for the work area
1 desk for reception area
5 $180 $900
Office chairs
Chairs for each person, and 5 extra
for meetings with clients
10 $75 $750
Reception Area furnishings
2 chairs and table for reception
seating area
3 $75
$30
$180
HP OfficeJet Pro 8710 All-in-One
Inkjet Printer
Print, scan, copy, fax
Wireless printer
1 $130 $130
Office decor
Lamps, wall hangings, plants, etc.
$200 $200
Office supplies
Pens, pencils, highlighters, rubber
bands, sticky notes, paper, paper
clips, stapler, etc.
$200 $200
Monthly Utilities
Electric, gas, water, unlimited
internet
$60/mo
(w,g,e)
$60/mo )
$1440/yr
Insurance
Professional Liability Insurance
General Liability Insurance
Errors and Omissions Coverage
$4000
TOTAL $24,040

9. 8
FINANCIAL MANAGEMENT
The following section outlines the cost of our services and some examples of way in
which clients might use and combine our services.
COST OF SERVICES
Start-up (strategy or analysis): $1,000
Implementation: $300/mo.
Consultation: $250/ea.
Sample Client: Just start up = $1,000
Sample Client: Start-up + implementation = $4,600/yr.
($1,000 + $300 x 12)
Sample Client: start-up + implementation + qrtly. consultations = $5,600/yr.
($1,000+ {$300*12} + {$250*4})
Sample Client: start-up + monthly consultations = $4,000/yr.
($1,000 + {$250*4})
BREAK-EVEN ANALYSIS
“YEAR 0”
As we begin our business, we will be seeking investments from potential
clients. We would be interested in a loan from non-profits in exchange for
waived start-up costs. This would work in the following way. Two non-profit
organizations or two donors on behalf of non-profit organizations donate $5,000
each as a one-year loan for a total of $10,000. In exchange for this loan, which
will be repaid within 12 months, the 2 non-profit organizations will also gain a
waived start-up cost of $1,000 from Compass Media. This would mean that we
would conduct a social media strategy or analysis for their business at no cost,
and at that point they could decide whether they would like to continue using
Compass Media’s services in the form of consultations or implementation.
Our break-even analysis is done beginning at “Year 0.” In this year, we
have $5,097 in costs to purchase software and a $10,000 loan, expressed in
Table 3 as a ($10,000). This is done to show that in the first year, we technically
have an income of $10,000, but that income does not profit us because it must
be repaid. We repay it at the beginning of year 1, and Table 3 represents this

10. 9
with costs of $11,200, accounting for $1,200 in software purchases and $10,000 in
loan repayment. This is our first break-even, but it is a false-positive because at
that point, we will not be collecting a salary. Our true break-even point is at the
end of year 2. In year 2, we each begin collecting a yearly salary of $6,000,
accounting for $24,000 in costs for our business. However, our sales projections
indicate that if we were to keep our clients at the same rates and add two
clients who select quarterly consultations, we will have a net profit of $0 at the
end of year 2. After this point, if our sales continue to show steady growth and
we gain 2 new clients each year, our profits will grow each year.
PROJECTED CLIENT NEEDS, YEAR 1:
2 clients with start-up and quarterly consultations = $4,000
2 clients with start-up and monthly consultations = $8,000
2 clients with start-up and implementation and quarterly consult = $11,200
Total = $23,200
CLIENT PROJECTIONS YEAR 2, 3, 4….:
Continuing with 6 clients from year 1 = $23,200
2 new clients each year: start-up and monthly consultations = $8,000
INCOME PROJECTIONS
Year 1
$21,200 (income) - $5,097 (costs) - $10,000 (loan) $16,103
Year 2
$17,200 (income) + $8,000 (new clients) -
$24,000(employee salary) - $1,200 (software)
$0 + $16,103
$16,103
Year 3
$23,200 (income) + $8,000 (new clients) -
$24,000(employees) - $1,200(expenses)
$6,000 + $16,103
$22,103
Year 4
$29,200 (income)+ $8,000(new clients) -
$24,000(employees) - $1,200 (expenses)
$12,000 + $22,103
$34,103
Year 5
$35,200 (income) + $8,000 (new clients) - $24,000
(employees) - $1,200 (expenses)
$18,000 + $34,103
$53,103

11. 10
Table 3
Costs Income Profit
Year 0 $5,097 ($10,000) $0
Year 1 $11,200 $21,200 $10,000
Year 2 $25,200 $25,200 $0
Year 3 $25,200 $31,200 $6,000
Year 4 $25,200 $37,200 $12,000
Year 5 $25,200 $43,200 $18,000
Chart 1
MARKETING & PROMOTIONS PLAN
As a business that provides social media services to non-profit
organizations, our primary audience is the non-profit organizations
themselves. We plan to market specifically to these organizations in person. As
a beginning effort to make our name known, we will travel to local and regional
organizations in northwest Missouri to meet face-to-face and pitch our services.
This is an inexpensive and memorable method to begin to gain business. At
($20,000)
($10,000)
$0
$10,000
$20,000
$30,000
$40,000
$50,000
Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
Break Even Analysis
Profit Costs Income

12. 11
these meetings, we will give out print leave-behinds as a way for organizations
to remember who we are, what we do, and how to contact us.
Additionally, we will promote ourselves in person by going to events put
on by those non-profit organizations. We will require our employees to be
engaged in local non-profits, serving outside of our company. Not only does this
show our dedication to helping organizations overall besides just social media, it
creates personal connections between our employees and employees of non-
profits. Creating a good image and connection with our secondary audience -
employees of non-profit organizations - can help gain more business through
service and word of mouth.
Another way we will market to our secondary audience is through social
media. Social media is not our main method for marketing and promotion
because we are marketing to organizations that either do not have a social
media presence or have a poor one. Because of this, it is unlikely we will be
noticed by non-profit organizations on social media. However, it is more likely
employees of non-profits use social media consistently. Creating well
composed posts with quality content will help employees know who we are and
to demonstrate why we are experts in the field of social media.
BRANDING
Logo: Our design for our logo for Compass Media is clean and simple, yet
memorable with the picture further driving our company name. We
decided to implement a clean design to illustrate our efficient
communication as outlined in our value statement. As a social media
service company, we need to clearly and effectively communicate with
our clients and their audience. Likewise, we need to create memorable
social media content for our clients’ audience to continually remember
who they are and what they do. Our logo illustrates our dedication and
excellence in these areas.
Slogan: “Guiding social media to a brighter horizon”
Our slogan for Compass Media reflects our vision to positively change
communities while explaining what we do. As a company we guide non-
profit organizations as to what they should and should not be doing on
social media. As we do so, we try to make communities better and
brighter. Our slogan incorporates these details while tying into our logo
and company name.