Manly Gregory Written Business Plan

EBMS Final Project – Business Plan
Written Business Plan Assignment
Gregory Manly
gmanly@fullsail.com
Manly Music and
Entertainment LLC
Gregory Manly
gmanly@fullsail.com

Gregory Manly
gmanly@fullsail.com
2
The Table of Contents
The Executive Summary …3
Company Description …4
Industry Analysis and Trends …5
The Target Market …8
The Competition …9
Marketing Plan …11
Technologies …15
Operations and Management …20
The Financials …22
The Appendix …25

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o The Executive Summary
Manly Music and Entertainment (MME), LLC, is a Entertainment and live promotion company
located in Shreveport Louisiana. Manly Music and Entertainment LLC is a company that brings
entertainment through many different sources. With a large foundation of creating a chain of
music venues to create new nightlife to downtown areas and bring in new business to towns by
creating foot traffic through popular music acts. This allows Manly Music and Entertainment
LLC by booking artist to tour only our specific venues creating the demand that much higher to
visit the select dates that we do choose. With a foundation built through our venues we are able
to reach a broad fan base through the music industry by bringing in acts through different genres.
Working with local radio networks and other sponsorship opportunities we will be able to create
our fan base and consumers based on other corporate partners networks while creating our own
product. Manly Music and Entertainment (MME) believes that it has a fundamental role to play
in the stabilization of the entertainment tourism industry by providing a service that will help
fans and artist alike. Manly Music and Entertainment (MME) company will be funded through
investments (shareholders), bank loans and personal funds. The official launch of Manly Music
and Entertainment (MME) will take place in January 2017.

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o Company Description
Manly Music and Entertainment (MME), LLC, is a Entertainment and live promotion company
located in Shreveport Louisiana. We have been able to help build and develop the careers of
many different musical artist or performer by helping them establish gain a larger fan base
through our booking and helping them create the best possible tour helping out on most
expenses. Our artist have been able to be a lot more profitable through our services and created a
larger customer base on the artist side. Through different venues we have been able to book
shows on almost every day of the week allowing for consistent traffic for our business. Ticket
Sales have launched on each tour and our promotions department has been able to push each tour
to bring in the largest amount of fans to these venues on each date. Taking our idea from Live
Nation we helping out smaller but notable artist build their careers through our company and
management.
With the popularity of our artist and venues we have found a spike in our business through a
strong social media presence. While the artist use the tour they are on to help plug each show and
venue they attend bringing in more traffic to each of our venues social media pages. This allows
us to hear from our fans on a 24/7 basis and allows us to help figure out what we can do to
contain our consumers and bring in new fans in the process. Our Patrons are what we base our
business around so we make sure we allow them to have their voices heard. When managing our
artist we have a pre tour and post tour meeting to work and understand how we can work
together to make sure the tour goes smoothly through our venues.

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o Industry Analysis and Trends
Through studies it shows that music venues and the music industry really strives in the southern
city of Nashville. Known as the music city Nashville is where a lot of the industries best go to
record and start their music career off right. More importantly it is also local to a lot of small
music venues and is a great place to work and discover upcoming artist. This would be a great
place to start and start a business. Analysis through riaa.com show that Nashville has more
Music Industry positions than any other city in the country. This shows that the industry is
supported and thrives in this city. While our focus would be working to expand to different cities
to build and expand fan bases this is a great central location to work in a face to face basis with
the artist.

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Another major city I would want to work and expand the product in would be in New Orleans
Louisiana. The reason I chose this city to be a great hub for our expanding music venues would
be the diverse music and tourism that comes to the city. Everyone really thinks down of New
Orleans because of its lowest point in history through the rebuild after Hurricane Katrina had
struck. But after a decade it seems like the city is gaining traction and support for its cultural
history and natural beauty.” New Orleans' tourism industry welcomed 9.28 million visitors in
2013, an increase of three percent, or about 272,000 people, from 2012 (9.01 million). The 9.28
million visitors spent $6.47 billion, a 4.5 percent increase over 2012 and the highest spending in
the city's history” (NOLA.gov) It shows that there are more people and more money being spent

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in New Orleans than ever before. This is a great place to showcase different artist because those
tourist dollars are coming in and are willing to spend to gain satisfaction.
Problems Addressed
There are a few issues that need to be resolved through going out and creating a a unique venue
experience. The first thing is liability you need to make sure that through each ticket sold there is
an agreement that we are not liable for any actions that are taken by fans during our shows and
they are attending these shows at their own risk.
Secondly would be through Alcohol compliance to make sure by any means that no one under
the age of 21 is served alcohol. This is a challenge in this atmosphere because you need to watch
out for underage drinkers who use fake IDs or have people who are under the age of 21
consuming drinks from someone who bought the items for them.
Lastly is through liv entertainment and make sure you ensure the safety of your fans through
making sure there is no extreme antics such as pyrotechnics. So the first thing you would want to
do in order to make sure you are safe from strict liabilities is to make test out your products as
well as make sure that you stay within the rules and regulations in every different venue that you
work in. Doing your own research ahead of time will allow for you to make sure you can put off
the best show possible with the personal safety of the fans as your priority. This will allow you to
sort of build your budget for the tour as well, you will figure out how much equipment you need
within every specific show. On top of the show you need to make sure you are safe from these
strict liabilities when you are on the road. The safety of your crew and talent is just as important

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when it comes to making your tour a success. So you need to transport any pyrotechnics or any
other hazardous objects safely.
o The Target Market
Our market has a wide range of consumers and fans of the live music and entertainment industry.
Through such a large range of consumers in whom we can target we find that the best
demographic for us to reach is teenagers to young adults ages 16-26. We are targeting this age
demographic because of the use of disposable income. Our venues will be able to give our
consumers the night club feel where people of all ages can enjoy their favorite artist. Within that
age demographic we will have our main focus on the males. We are able to use our venues and
charm to really connect with younger males between ages 16-26. We will be able to push these
demographics by being able to connect and work with similar businesses that target a similar
market and find ways to connect and adopt their marketing strategies. Being able to target this
audience allows us to grow and work our company around disposable income and bring back
consumers for more than just one show, bringing in renewed customers and create that nostalgic
environment as years go on. We are also able to use this wide range of a target audience and
allow them to each experience different aspect whether that be the culture of a 21 and over bar
area and special meet and greets with our performers.

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o The Competition
When looking at competitors within the live music and entertainment industry there are many
different agencies that comes to mind when you hear about artist you love and they are promoted
in the live music industry. Some of the names that you hear include “WME Entertainment” and
“United Talent Agency,” and Creative Artists Agency. But I believe the best Artist management
agency within the business is Live Nation. Starting off as a music venue industry they have been
able to merge all aspects of the industry including booking, leasing venues and they were able to
reach out to live acts to connect and manage artist with that security that they will be able to be
booked in shows. This job security on the artist side and the venue knowing they can bring in
more talent per year and season really create a fundamental foundation that allows Live Nation
come together to become a monster within the Music Industry. Most artist these days I find have
lost money over the years due to the internet and music piracy, In the new age of streaming
music you need to find a way to create revenue for artist. Another large part of the competitors
that we have to deal with are the many local bars and nightlife that is around in the city.
Shreveport and any other city that we do expand to we will be going head to head with other
local bars, music venues and sports arenas in which people decide to go out to when hanging out
in the city during evening hours. We need to make sure that we are able to work around these
competitors and not double book shows where our fan base may be split in choosing another
venue or outlet to gain their entertainment. As a team we need to make sure that our customer

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service and our marketing draw compares to be better than our competitors to make sure we gain
repeat customers on a consistent basis.
Efficiencies
The entertainment tourism industry is extremely competitive; the tourist’s dollars are very
important in the southern states and finding ways to bring in out of town money and attract
people to your venue is key. As said previously, Manly Music and Entertainment (MME) is
determined to stabilize the entertainment tourism industry of Louisiana and other southern states.
Music has been a large part of the southern United States and its culture and we are here to keep
that trend alive. The team is efficient and effective in carrying out the companies ideas to
mandate and work together to achieve this, not so seemingly, attainable goal. We are able to
build and create not just a unique culture through our small venues we are able to bring in new
talent and help build music careers through different sources of artist management.
Competitive Advantage
Manly Music and Entertainment (MME)’ competitive advantage is its ability to discern talent
and willingness to take a chance with newcomers to the entertainment stage. Manly Music and
Entertainment (MME) allows to bring in artist through the idea of being able to not discriminate
of genre and bring them in to help the artist on stage performance and grow their career through
more than just record sales. We are able to bring in bands and artist helping them not have to

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worry about building their careers through paycheck by paycheck. Allowing us to bring in more
talent at an affordable rate which creates a larger profit margin.
Manly Music and Entertainment (MME) participates in a very fan oriented development and
democratic sate of allowing fans voices to be heard to make decisions of the future of the venue
and the artist they bring in. This helps the team to do nothing more but only enhance the growth
of the company. Manly Music and Entertainment (MME) has built a reputation for excellence,
which has given the company its own unique niche of the entertainment and promotions
industry.
o Marketing Plan
Marketing Channels
Direct selling and Marketing
Through Direct Selling and Marketing you will be able to reach out to your fan base through a
first hand basis. Building fans and clients by reaching out to them personally, whether that would
pulling a list from Live Nation on who attended certain acts or by going out and directly
marketing out by handing out flyers and getting the word out at local shows and radio stations
who will be willing to work with you and move with you to push it out to your target audience.
You also build by putting in banner advertisements online through their searches on bands and
websites and push people towards your tour.

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Selling Through Intermediaries
Selling through Intermediaries I would Utilize stores in which our target audience would be
commonly found so mall stores such as Hot Topic and Spencer’s Gifts I would bring them on in
a sponsorship deal in order to push our tour and get the word out as people would come in
throughout the year. I would follow this up with using record stores and and other conventions to
help get the word out. While they hype is out use this to give back to the fans, such as early
access of VIP experience with a purchase of one of the performing artist records and sort of
create traction for the store and give the fans something extra.
Dual Distribution
So I would collaborate both ideas of Direct Selling and Marketing and Selling through
Intermediaries. When trying to launch something off the ground you are going to need as much
help as possible and being able to reach people on a first hand basis is very effective as well as
building off of other credible resources that are open to help your cause.
Social Media Platforms
Website
With the Website I would launch it with the announcement of the tour and the dates and
locations of where it will take place. This way people can speculate and wonder who the show is

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going to bring in and build anticipation through the suspense. The anticipation will build as
weeks go on and create more buzz of the tour and really get the word out between fans and their
friends. While this is happening you need to plug the tour at rock shows across the country
through flyers and really get people excited about it and talking about the tour wherever they go.
Facebook
Facebook is in my mind the largest social media platform and most effective when creating a
tour of such proportion. Facebook allows you to be creative and put in as much information you
need into your post. When building hype and a concert you need to put in as much information
and creativity as you need in order to get the message out. Otherwise you will lose a fan base to
lack of informative and communication.
Twitter
Twitter is great to use when building a fan base using direct selling and marketing, With the
character count on Twitter you get a message across through directing them at users and be able
to use it as a platform to answer questions and gain feedback from past users.
Periscope

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Periscope is a social media platform I would use once the tour is set and ready. For people who
are always constantly looking for a sneak preview or gain a bit of extra information this platform
works brilliantly by building that into a social media outlet. You can use it for backstage videos
as well as getting to know the bands who are on the tour and really getting a interpersonal set
with them.
We will measure our outreach by:
Social Media
You can really track your outreach by how many people follow you through Social Media
Platforms. You can notice how large of a following you have on your Website by visits.
Between Facebook and Twitter I would want a range of 100-500 new followers a week leading
up to the tour and expect it to grow during the tour as well. The set goal I would set would be
10,000 followers on each platform a week before the tour kicks off between our own personal
social media platforms and our artist. This way we are able to reach a fan base throughout the
whole time the tour goes on.
Pre-Sale Numbers
Pre-Sale should come after you build some hype which allows you to give you an idea off of the
sales. Following the social media likes you need to use your platforms to push your pre-sale.
Once you announce your line up you need to work forward in pushing sales so you can create a

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tour based off your estimated attendance that you calculate from your tour. For if you find
yourself overspending or underspending for your tour it can ruin fan experiences.
o Technology
Manly Music and Entertainment (MME), LLC, is an Entertainment and live promotion company
located in Shreveport Louisiana. Through working in a climate of entertainment an production
you need to make sure you have the best technology to your exposal to create the most valued
products from you will be able to pull off through your own standards and restrictions. In order
to make these dreams into fruition you need to look at what makes your company innovative.
Technology Specifics
Technology will definitely play a vital role in the operations at Manly Music and Entertainment
(MME). It will be used to manage the company’s efficiency as well as its expansion of its
operations at a later date. Through different products you will use to build create and operate
your live shows as well help build tracks and create a chance to help work and build careers of
your talent. Through different sound stages and computer programs you are able to create a
product that will help launch the career of the artist that go through your company. You also
need programs to help launch and build promotion and marketing tools to bring in consumers to
your venue.

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Hardware
Ticket Boca
General
Print Method: direct thermal
Print Speed: 10’’ per sec. maximum Resolution: 203 dpi (8 dots/mm); 305 dpi (12 dots/mm);
600 dpi (premium upgrade) Size: 7.7 H x 7.3 W x 8.5 L
Weight: 9.5 pounds
Media Transport
Media Type: fanfolded tickets
Ticket Thickness: .004” to .011”
Ticket Width: 2.0” to 3.25”
premium options: 1” to 2” or 2” to 4” Positioning: optical detector senses black mark
Ticket Separation: Manual tear-off or optional cutter with hopper (horizontal) or top plate
(vertical)
Interfaces
Standard: Serial, Parallel and USB Optional: Ethernet, Bluetooth & Wi-Fi
Protocols
Standard: FGL
Drivers: Windows, Mac and Linux
Approvals
UL / FCC / CE / CCC
RFID (optional) ISO14443, ISO15693
Others available upon request
Power Requirements 100-240 VAC, 50/60 Hz, 80W max 24 V DC, 100W max
Environmental
Operating Temperature: 0 to 45oC Relative Humidity: 10% to 90% Storage Temperature: -
40 to 70oC above specs without condensation

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Bar Codes
Most 1D and 2D codes including PDF417, DataMatrix, QR, Aztec
Full speed printing of picket fence and ladder bar codes
Fonts
Resident fonts: 16 bitmapped fonts (including Cyrillic and German characters) and Asian
character sets (optional) Downloadable fonts: HP Soft fonts / TrueType fonts
Downloadable RAM: up to 27MB Downloadable Flash: up to 28MB (optional)
Graphics
FGL format, PCX format (1bit b/w), BMP format (1bit b/w)
Web Interface (ethernet only) Real-time status monitor
Email notification
Projected Life
Cutter: 1 million cuts
Print Head: 60 km of paper
or 100 million dot activations
Bonus: Free print head replacements when exclusively using Boca paper
Warranty
Printer: 1 year, parts and labor Print head: 90 days
Patents: BOCA has a patented head protection system that prevents premature head failure
Price ($2000)
Each Employee in the company will be operating with MacBook Pro Laptops with the following
specifications and approximate prices.
2012 Retina MacBook Pro (13-inch)
2.5GHz dual-core Intel Core i5 Processor processor (Turbo Boost up to
3.1GHz) with 3MB shared L3 cache RAM 8GB of 1600MHz DDR3L onboard
2013 Retina MacBook Pro (13-inch)

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2.4GHz dual-core Intel Core i5 processor (Turbo Boost up to 2.9GHz) with 3MB shared L3
cache
4GB of 1600MHz DDR3L onboard
Screen Size
Resolution
Storage
Graphics Support
Networking Ports
Webcam
Operating System
Battery Life Price
memory
13.3′′ (non touch) 2560 x 1600 (Retina) 128GB SSD
Intel HD Graphics 4000
802.11n Wi-Fi, Bluetooth 4.0
HDMI, 2 Thunderbolt,
2 USB 3.0, SDXC card reader, USB 2.0
720p FaceTime HD camera Mac OS X Mountain Lion
6 hours $1,499 (US)
memory
13.3′′ (non touch)
2560 by 1600 pixels (Retina) 128GB SSD
Intel Iris Graphics
802.11ac Wi-Fi, Bluetooth 4.0

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HDMI, Thunderbolt 2.0, USB 3.0
720p FaceTime HD camera Mac OS X Mavericks
9 hours $1,299 (US)
• One Apple iMac (US$1,299)
Prints photo-lab-quality pictures and black-and-white pages at a rate of 28 per minute (23 per
minute for color). This will enhance the company’s brochures.
• Plantronics Calisto 620 Speakerphone (US$150) • Smartphones
Apple iPhone 5 US$500 Samsung Galaxy 3 US$300
Software
 AVID ProTools MacBook Pro – US$200.00
 Norton Antivirus for Mac – US $50.00
 Norton Internet Security for Mac US$50.00
 Ticketsnow System Mac US$2000.00
Website
While searching deep within the United States and Trademark Patent Office database has
revealed no other company with the name Manly Music and Entertainment. The search also did
not reveal a company of any similarity. The domain name of the company is
www.manlymme.com, it is certified on www.godaddy.com is renewable annually. All
trademarks have been registered with the United States of America Intellectual Property Office.
Federal and international trademarks will be optimized and in place by January 2015 when
Manly Music and Entertainment is officially launched. Manly Music and Entertainments staff

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complement at this time is comprised of a General Manager, an Entertainment Lawyer, an
Accountant, an Artist Management Team and a Sales and Corporate Sales team and with
different event staff at each venue.
The company will be able to track the number of visitors to its website through Google
Analytics.
o Operations and Management
The key positions of Manly Music and Entertainment (MME), currently, are that of the President
and Employees to help manage and create and program our company
 Entertainment Lawyer (1)
The Entertainment Lawyer will help with legal contracts in regards to our liabilities and
making sure our Artist are properly owned used under our supervision.
 Accountant (1)
Oversees our teams finances and operations
 Directors (4)
Oversee sales and marketing as well as any other business assets
 Box Office Manager (1)

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Oversees ticketing and processing through our ticket programs and sales.
 Artist Managers (3)
Manage our artist and allow the build their careers and book show dates through open
availability and slot times.
 In House Supervisor (2)
Over sees security staff on show night basis
 Security (12)
Part time ushers and bartender to help maintain the safety of our patrons
 Janitor (4)
Help maintain the beauty of our shows and venues on a nightly basis
Under the supervision of the President and CEO of Gregory Manly these positions will be filled
in order to help create and maintain a team oriented business.

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o The Financials
Through building my company I will be able to build a successful company through
different financial outlets. First being marketing through Monthly outlets. I enjoy being
consistent with my budgets that way you are not surprised by going over your expected
outlets. We will be able to look at our profit funding through our Marketing budget, Sales
Projections, Our Staffing Budget, and Start up Cost.
Marketing Budget is laid out by:
Professional Assistance
Marketing / PR
Ad Agencies
Direct Mail Specialists
Graphic/ WEB design
Brochures / Flyers / Postcards
Signs / Billboards
Merchandise Displays
Sampling Premiums
Media Advertising
Print
TV Radio
Online
Phone directories
Advertising Specialties
Direct Mail
Website
Development

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Maintenance & Hosting
Trade Shows
fees & setup
Travel / shipping
Exhibits / signs
P R / Marketing activities
Informal Marketing
Memberships
Entertainment
Travel
Sales Projections
Sales and profit are brought in through the following outlets:
Ticket Sales
Merchandise
Food and Beverage
Alcohol
Our Staffing Budget will be measured through the following positions we have available.
Management, Administration, Box Office Tellers, Security, Promotions Staff
The following would be the included subjects for our Start Up Cost:
Facilities

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Land
Building
Improvements / Remodeling
Equipment
Furniture
Production Machines / Equipment
Computers / Software
Cash Registers / POS Terminals
Telephone / depreciable equipment
Vehicles
Materials / Supplies
Office Supplies
Stationary / Business Cards
Brochures / Pamphlets / forms
Inventory
Fees and professional services
Initial Rent
Deposits (Security/ Utilities/ etc)
Licenses, Permits
Trade or Professional
Attorneys
Accountants
Insurance
Marketing / Mgt Consultants
We are looking towards different private loans and investors to help start our company to get off
the ground. We will be working with different investment and small business networks to help
build our company including the SBA (The U.S. Small Business Administration) and The
NVCA (The National Venture Capital Association) to help find which investor will be a great fit
for our company moving forward.
As our businesses growth throughout the year and our supply and demand of some of the hottest
acts we expect our company to have return of 30% profit in the first year to help cover those start

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up costs. While the return will be great we expect to build on those marketing platforms and our
return income to create a return between 45%-50% profit!
o The Appendix
Marketing Budget is laid out by:
Professional Assistance
Marketing / PR
Ad Agencies
Direct Mail Specialists
Graphic/ WEB design
Brochures / Flyers / Postcards
Signs / Billboards
Merchandise Displays
Sampling Premiums
Media Advertising
Print
TV Radio
Online
Other
Phone directories
Advertising Specialties

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Direct Mail
Website
Development
Maintenance & Hosting
Trade Shows
fees & setup
Travel / shipping
Exhibits / signs
P R / Marketing activities
Informal Marketing
Memberships
Entertainment
Travel
Other:

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Sales Projections
Sales and profit are brought in through the following outlets:
Ticket Sales (15 Shows per Month)
Merchandise
Food and Beverage
Alcohol

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Staffing Budget
Management
Administration
Box Office Tellers
Security
Promotions Staff

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Start Up Cost
Facilities
Land
Building
Improvements / Remodeling
Equipment
Furniture
Production Machines / Equipment
Computers / Software
Cash Registers / POS Terminals
Telephone / depreciable equipment
Vehicles
Materials / Supplies
Office Supplies

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Stationary / Business Cards
Brochures / Pamphlets / forms
Inventory
Fees and professional services
Initial Rent
Deposits (Security/ Utilities/ etc)
Licenses, Permits
Trade or Professional
Attorneys
Accountants
Insurance
Marketing / Mgt Consultants

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