Executive Summary and Description - Paper Media Digital Marketing Consulting

III. Instructions: Products & Services
This section expands on the basic information about your products and services included in the Executive
Summary and Company Description. Here are some items to consider:
1. Your company’s products and/or services: What do you sell, and how is it manufactured or
provided? Include details of relationships with suppliers, manufacturers and/or partners that
are essential to delivering the product or service to customers.
2. The problem the product or service solves: Every business needs to solve a problem that its
customers face. Explain what the problem is and how your product or service solves it. What
are its benefits, features and unique selling proposition? Yours won’t be the only solution
(every business has competitors), but you need to explain why your solution is better than the
others, targets a customer base your competitors are ignoring, or has some other characteristic
that gives it a competitive edge.
3. Any proprietary features that give you a competitive advantage: Do you have a patent on
your product or a patent pending? Do you have exclusive agreements with suppliers or vendors
to sell a product or service that none of your competitors sell? Do you have the license for a
product, technology or service that’s in high demand and/or short supply?
4. How you will price your product or service: Describe the pricing, fee, subscription or
leasing structure of your product or service. How does your product or service fit into the
competitive landscape in terms of pricing—are you on the low end, mid-range or high end?
How will that pricing strategy help you attract customers? What is your projected profit
margin?

Include any product or service details, such as technical specifications, drawings, photos, patent
documents and other support information, in the Appendices.
After reading the Products & Services section, the reader should have a clear understanding of what your
business does, what problem it solves for customers, and the unique selling proposition that makes it
competitive.
Use the Product and Service Description Worksheet on the next page to help you complete this section.
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Product & Service Description Worksheet
Business
Name
Paper Media Digital Marketing Consulting LLC
Product/
Service Idea
Paper Media Digital Marketing Consulting LLC would be a marketing consulting
firm which would provide marketing services both to business firms as well as
individual customers. The products which the company would offer to customers
would comprise of creation of search engines as per the needs of the customers,
Special
Benefits
The customers of Paper Media Digital Marketing Consulting LLC, both individual
customers as well as business firms would derive several benefits by acquiring
services from the company. They would be able to promote their respective
businesses more aggressively on the digital media platforms to acquire larger
consumer bases. This acquisition of larger consumer bases would enable theseUnique
Features
The unique features of the products of Paper Media Digital Marketing Consulting
LLC would be that they would of superior quality and affordable. The firm would
customize the attributes of the particular product packages keeping the business
needs and capabilities of the customers. For example, the media promotion packages
Limits and
Liabilities
Paper Media Digital Marketing Consulting LLC would suffer from several
limitations. The first limitation which the firm would face would be financial
scarcity. This is because services like optimizing of official websites and planning
digital marketing requires recruitment and retention of highly trained as well as
Production
and Delivery
Paper Media Digital Marketing Consulting LLC would produce the products
namely, websites and promotional packages by employing teams of skilled and
experienced technological experts and marketing experts. The company would
Suppliers
The suppliers to Paper Media Digital Marketing Consulting LLC would be the
suppliers of technology. The suppliers of hardware, computer peripherals and
stationary would also be important suppliers to the company.
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Intellectual
Property
Special
Permits
The company should acquire patents for its unique software packages. This would
prevent the competitors and unauthorized identities from exploiting the technology
developed by the company.
Product/
Service
Description
The products of Paper Media Digital Marketing Consulting LLC would consist of
software packages. The company would develop official websites for its customers
which would enable them to promote their businesses. The company would also
make promotional products for its customers including banners and social media
promotions.
IV. Instructions: Marketing Plan
This section provides details on your industry, the competitive landscape, your target market and how you
will market your business to those customers.
Market research
There are two kinds of research: primary and secondary. Primary market research is information you
gather yourself. This could include going online or driving around town to identify competitors;
interviewing or surveying people who fit the profile of your target customers; or doing traffic counts at a
retail location you’re considering.
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Secondary market research is information from sources such as trade organizations and journals,
magazines and newspapers, Census data and demographic profiles. You can find this information online,
at libraries, from chambers of commerce, from vendors who sell to your industry or from government
agencies.
This section of your plan should explain:
 The total size of your industry
 Trends in the industry – is it growing or shrinking?
 The total size of your target market, and what share is realistic for you to obtain
 Trends in the target market – is it growing or shrinking? How are customer needs or preferences
changing?
Barriers to entry
What barriers to entry does your startup face, and how do you plan to overcome them? Barriers to entry
might include:
 High startup costs
 High production costs
 High marketing costs
 Brand recognition challenges
 Finding qualified employees
 Need for specialized technology or patents
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 Tariffs and quotas
 Unionization in your industry
Threats and opportunities
Once your business surmounts the barriers to entry you mentioned, what additional threats might it face?
Explain how the following could affect your startup:
 Changes in government regulations
 Changes in technology
 Changes in the economy
 Changes in your industry
Use the SWOT Analysis Worksheet on the next page to identify your company’s weaknesses and potential
threats, as well as its strengths and the potential opportunities you plan to exploit.
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SWOT Analysis Worksheet
Strengths Weaknesses Opportunitie
s
Threats
Product/
Service
Offering
1. Superior
quality.
2. Innovative
product
variants as
per the
requirements
and capacity
of the client.
3. Innovative
pricing
packages.
4. Round the
clock
customer
services
1. Scarcity of
resources like
financial
resources.
2. Brand
equity has to
be established
and would be
weak in the
initial phase.
3. Brand is an
employer
would be weak
in the initial
phase, thus
inhibit
attracting
talented
1. Establishing
as a strong
brand.
2. Build a
strong
organizational
culture based
on ethics.
3. Provide
training to
existing
employees to
boost their
skills
1. Changes in
macroeconomi
c factors like
laws and
customer
preference.
2. Company
may be
subjected to
acquisition by
larger
companies.
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employees.
Brand/
Marketing
New in the
market
Initial brand
equity would
be weak.
Strong
marketing
strategies to
strengthen
brand equity.
Failure to
develop strong
brand equity
may compel
the company
to divest in
particular
brands.
Staff/HR Skilled Lack of skill,
ethics
Training and
development
Employee
poaching by
larger
companies
Finance May raise
high revenue
by marketing
innovative
and superior
quality
products at
legitimate
prices.
Initial difficulty
in raising
capital.
Approach
venture
capital
investors
May loose
investors if it
fails to give
high ROI.
Operations/ Innovative Lack of Adoption of Rising cost of
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