LSC UoS BA Business, Entrepreneurship: Davison Digital Marketing Plan

This assignment is a comprehensive business plan for a digital marketing agency, named Davison Digital Marketing Agency, developed by a student. The plan addresses the challenges and opportunities of launching a new business during the COVID-19 pandemic. It includes an executive summary, introduction, and detailed sections on business details, location, industry analysis (using Porter's Five Forces), product/service description, competitor analysis, operations plan, risk and contingency planning, sales and marketing strategies, funding plans, and management structure. The plan focuses on digital marketing services like SEO, content marketing, and social media marketing, targeting the London market and leveraging online operations. The assignment emphasizes the importance of competitor analysis, understanding market trends, and adapting to the evolving business environment. The plan also outlines operational strategies, including risk mitigation and sales and marketing tactics to ensure business success, productivity and profitability.

ENTREPRENURSHIP

EXECUTIVE SUMMARY
This report summarizes about the effective introduction of new business amid COVID-19
pandemic and to make the business successful and effective what measures should be taken by
an entrepreneur and what strategies should be developed and implemented by an individual.
COVID-19 have affected majorly all sector and industries of business which results in millions
of individuals losing their job and which directly affects and increases unemployability rate.
These report summaries about the industry in which new business can be introduced and what
different challenges and opportunities could be faced by an new startup during this pandemic.
This report also summarizes about different analysis of external environment which is important
before launching any startup.

Contents
EXECUTIVE SUMMARY.........................................................................................................................2
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
BUSINESS DETAILS.................................................................................................................................5
LOCATION OF BUSINESS.......................................................................................................................6
INDUSTRY ANALYSIS............................................................................................................................6
PRODUCT/SERVICE DESCRIPITION.....................................................................................................8
COMPETITOR ANALYSIS.......................................................................................................................9
OPERATIONS PLAN.................................................................................................................................9
RISK AND CONTINEGNCY PLAN.......................................................................................................10
SALES AND MARKETING STRATEGY FOR AGENCY.....................................................................10
FUNDING PLAN FOR AGENCY............................................................................................................11
MANAGEMENT THAT LEADS AGENCY............................................................................................12
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................14

INTRODUCTION
This report focuses on the importance of launching any startup and how these startups can be
useful and effective during COVID-19 pandemic. This report helps in understanding how this
pandemic has affected different markets and industries due to which several individuals lost their
job. This report includes introduction of new startup among the pandemic and focuses on
different aspects which should be considered by any entrepreneur before launching any startup.
This report includes information about different types of analysis such as competitor analysis,
Market Analysis, Risk Analysis etc. These type of analysis help entrepreneur in understanding
the external environment for business and helps in developing and implementing effective and
efficient strategies which can make business successful. This analysis also helps startups in
maximizing productivity and profitability of business.
MAIN BODY
This report focuses on my personal experience in which I have worked over 10 years in a bank
and due to COVID-19 pandemic I have lost my job and my employer provided me with a good
redundancy payment. As an individual I have always looking for starting my own business and
now this time is a very good time to start my own venture which can be successful and effective
amid this pandemic. I have planned to start my own digital marketing agency which will be
named as Davison digital marketing agency. Digital marketing these days is one of the effective
ways of advertising organization products and services. Digital marketing industry is at boom in
current scenario and by effective and efficient planning I can start my own digital marketing
venture which can help me in developing my skills and knowledge as an entrepreneur and also
amid this pandemic digital marketing can be an effective and efficient business which can help
me in making huge profits while ensuring productivity and growth of business.

BUSINESS DETAILS
Although contemporary digital advertising is indeed a vast network of platforms within
it advertisers can merely integrate company brands, digital advertising is so much more
sophisticated than platforms themselves. Advertisers must gain insights of inside contemporary
huge & complex bridge environment which identify methods which create an effect using
significant reforms in order to accomplish its full potential of the digital marketing. The
approach that building positive connections among new and experienced clients depending on
the statistics business acquire throughout period is called as marketing to engage consumers.
Before starting any digital marketing agency it is important to understand how digital marketing
works and what is the use of digital marketing and what products and services should be offered
by Davison digital marketing agency.
It is important to understand digital marketing which involves engaging & reaches the certain
portion of such existing customers. Digital marketing which encompasses google results
advertisements, mail ads, or sponsored twitter posts — everything which combines advertising
alongside customer reviews or perhaps a two-way connection seen between brand and the
employee – is already on the rise.
Internet advertising is not the same as online marketing. Digital marketing is possible through
mobile phones, can be possible on different platforms, gaming sites or can be possible through
any application of Smartphone. For Davison digital marketing agency its assets are mentioned
below:
 Website of agency
 Branded assets of business which contains agency logo, icon etc.
 Video content of agency which includes demo of products and services.
 Image of agency products and photos of organization
 Written content on website of agency
 Different social media pages of agency etc.
 There are different digital marketing services which are provided by Davison digital
marketing agency and these services are mentioned below:
 Pay per click advertising in which every user which clicks on the ad the agency get paid
for it. Example of this can be GoogleAdWords which is paid social media advertising.

 Search Engine Optimization Anyone could use search engine optimization (SEO) for
attempt and price premium and news articles of their website naturally when business
wouldn't want to charge to appear in the SERPs.
 Social media marketing in which different social media platforms are used to advertise
and market about products and services of organization.
LOCATION OF BUSINESS
Davison digital marketing headquarters will be opened in London which can be helpful for
organization to generate business and amid this pandemic agency will be operating their business
online and taking orders of business in online mode. Davison digital agency website will be
available for 24/7 on which client and consumers can place their orders and this way agency can
accept orders without any difficulties and all the negotiations’ can be made online. Davison
digital agency will ensure that their websites should be effective and attractive which can helps
consumers in understanding their products and services which can help in placing their order and
doing business with agency.
INDUSTRY ANALYSIS
Davison agency have to ensure that before starting their business agency have to analyze external
environment effectively which can help in developing and implementing effective strategies.
Davison agency can use Porter five forces to do that which include five different forces which
are Competition, Power of Supplier, Power of Buyers, Threat of New Entrants and Threat of new
products. This five-force assessment is a technique for identifying the reasons and patterns which
enable particular companies should become lucrative throughout business activity. This may be
applied to any industry. It could also be useful in identifying an agency's advantages and
shortcomings, but that information may be used to make future laws and procedures, providing
business a comparative benefit while increasing company customer base. Every factor is a
specific variable that all firms must contend over.
Five Forces are mentioned below:
Competition

Davison agency has to analyze and understand about different digital marketing agency in the
market. In order to gain competitor advantage over competitors Davison agency have to
effectively analyze strategy of their competitors which can help in gaining competitor advantage
over competitors. For understand the power of the firm, Davison agency must first understand
their competitors. Agency will not have as much influence in the region where several
companies are offering the same kind of services as agency. It is possible due to individuals have
other options to pick from in terms of options and Davison have to understand about t their
competitors.
Power of Supplier
Competition has an impact upon suppliers. When there are several suppliers, purchasers must
weigh all alternatives before determine which would be best for the business. Several distributors
assume that just because consumers are devoted to either a specific provider, it may make more
money since the relationship is good. It's not the situation unless the purchaser has a lot of
options. That purchaser could calculate how very much switching to another business will
amount, but if the price is justified, customers may chose a rival. Davison agency have to ensure
that they should maintain an effective and good relationship with their buyers.
Power of Buyers
Many clients may force business must cut their rates in order to be competitive with certain other
firms, particularly whether they are providing a reduced cost. Company might also want to offer
certain cost, however when consumers remark another rival's cheaper pricing, business are
forced to lower their costs in retain the consumers. This could lead to either a perplexing
scenario in which business are focusing on cutting costs in an attempt to retain consumers.
Davison agency have to focus on satisfying consumers with their products and services which
can help agency in retaining consumers and engaging new consumers.
Threat of New Entrants
When a business would enter the industry swiftly & affordably, this could generate problems to
the organization. With such a simple entry, business may expect to face greater competition

throughout future. It lowers the business position in the industry due to several other companies
may begin to offer the same things that business avails.
PRODUCT/SERVICE DESCRIPITION
Technical services which assist business promote and publicize the business on the internet,
including through Google, social networking sites, and sponsored methods, are known as digital
marketing services. Companies are completely focused upon online platforms, as compared to
conventional marketing mediums such as print and television. Davison agency will focus on
providing different services which can help in engaging consumers with business and also
focuses on making profits and also focusing on maximizing productivity and profitability of
business. Davison agency will focus on providing services which are mentioned below:
 SEO
 Content Marketing
 Pay per click
 Social Media Marketing
 Social site advertising
 Web designing
 Website Development
 Email Advertising
Some more examples of these website marketing services include:
 Account-based marketing
 Geofencing advertising
 ADA compliance web design
 Amazon marketing
Davison agency have to ensure that mentioned above services should be provided at affordable
prices for consumer and agency also have to ensure that work should be delivered with quality as
it helps consumers in developing positive image of organization and also help in retaining and
engaging consumers with the agency. Retention and engaging of consumer directly affects the

income and revenue of business and it also help in maximizing productivity and profitability of
agency.
COMPETITOR ANALYSIS
Within evaluation & evaluation of web content and focusing on rival as well as a competitors
digital advertising strategy & methods constitutes a digital rival study. This research provides
your business with information about the competitor’s strengths and weaknesses, as well as
suggestions for how to make better business own activities. Competitor analysis is needed by
Davison agency to understand about strategy of their competitors and also to review their own
strategy on timely basis to make changes according to changing business environment.
Competitor analysis is also important to understand about their digital offerings and making
changes in own business after effectively evaluating it. Competitor Analysis will also help
Davison agency in understanding current market trends and helps in understanding the demand
of consumers and developing their services according to need of consumers which is important
in engaging consumers with agency. It is also important to learn and understand new business
practices and implement it into business to make business more profitable and successful. From
digital offerings of competitors, Davison agency can understand SEO offerings of competitors
and focusing on launch of new products.
Davison agency competitors includes Good marketer agency, Passion Digital agency etc.
Davison have to ensure that before launching their products and services agency have to
carefully analyze competitor’s strategies and after that implement their strategy into market.
OPERATIONS PLAN
In a nutshell, this sets out the whom, when, what, and also how of company day-to-day activities
for both the coming decade. Its purpose would be to specify when people, economic, & material
resources will indeed be deployed to meet short-term goals which complement the bigger
specific priorities. Operations plan of an organization plan includes that in organization that
should be working on what things and how resources are going too allocated for task. What risk
should be faced by Davison agency in current scenario and how risks can be mitigated in the
agency?

Davison agency has to ensure that the resources should be effectively allocated for the products
and services which can help in achieving goals and objectives of agency. Davison agency also
has to analyze their strategic plan on daily basis and make sure that focus of agency should be on
achieving primary goals and objectives.
RISK AND CONTINEGNCY PLAN
Whenever a risk has occurred, a backup process is designed. That plan's goal is to minimize the
risk's impact whenever it happens. Without a strategy in order, any risk's overall ramifications
can have a significant impact on the outcome. A contingency plan is indeed the final line of
protection in the event of a disaster. The backup plan is often termed as the contingency plan.
Contingency plan also help business in preparing for course of actions where there is an chance
of unexpected situation occurrence or events. Every organization focuses on developing effective
contingency plan for their business.
Davison digital agency has to focus on developing effective contingency plan to tackle any kind
of risk during conducting the business. Davison digital agency has to identify and prioritize the
resources without which business cannot operate and also focus on which resources are
important for agency. Davison digital agency have to identify the risk which can occur in future
and make negative impact on business by this agency can reduce the impact or eliminate the risk
with the help of plan. It is also necessary to prioritize risks according to their impact on business.
Risks with high impact need to be resolved first and effectively.
SALES AND MARKETING STRATEGY FOR AGENCY
There are various sales as well as marketing strategies that could be used by companies for
having digital agencies. As some sales along with marketing strategies for having digital agency
are as follows:
 Hiring more employees: As by posting job boards could be effective as when company
contact to hire employees that are skilled and suited with their qualification it will be
beneficial for them to have personal development along with having social channels that
could be proved to be an easy manner for hiring more employees. As by posting through
LinkedIn it will be beneficial for employees to get job in terms of their expectations.

 Being companies on publicist: As a large agency as well as already have and publicist it
could be beneficial for companies for submitting their pitch in order to speak at events as
well as attending online sessions in order to connect with other individuals through
podcast hosts along with asking any queries from their guest.
 Email marketing: As by performing email marketing it helps in maintaining existing as
well as present customer along with gaining new customers. Proved to be an effective
strategy in order to build brand awareness among employees for encouraging their
purchases.
FUNDING PLAN FOR AGENCY
Finance as well as funding plan is necessary for creating out a digital agency. In order to
create financial plan for digital agencies there are some factors which are to be analysed for
preparing financial plan which are as follows:
 Break even analysis: It generally States out monthly sales in terms of break even point
for having variable cost as well as fixed cost.
 Projected profit and loss: As basically represents profit and loss of different years that
estimates about agency which is profitable or not profitable in order to carry business.
 Cash flow: It represents cash inflows and outflows of transactions which are carried
during past years.
 Balance sheet: This represents balance over different years in terms of various accounts
as in categories of assets as well as liabilities.
 Financial ratios: Business ratios helps in data mining industries profile in terms of
classification for advertising agencies for having accounts receivable along with various
growth trends which are being identified.
MANAGEMENT THAT LEADS AGENCY
As business plan management team requires to be performed in order to carry operations
effectively. As management team basically leads agencies by various positions. there are various
lead Management positions that are mentioned as follows:
 Chief executive officer who is driving force behind company.

 Operating officer who is known as organiser.
 Vice-president of marketing manager for carrying out marketing activities.
 Chief financial officer that controls financial transactions in terms of taking money for
having investors along with dealing with banks and other factors.
Along with that there are also other personal that add value to business for agencies which
are as follows:
 Operation manager that take care of financial operations and other things.
 Quality control, environmental Manager which insurance about sustainability of company
towards monitoring of activities.
 Supervisor or lead person that commands as well as overseas production of company.
CONCLUSION
This report concludes about the importance of entrepreneurship and how an entrepreneur should
act before starting any business or launching any startup. This report concludes about the
different aspects of business plan which is needed to be implemented and achieved effectively as
it can help any business in achieving its goals and objectives. Effective business plan also help
business in maximizing productivity and profitability of organization.