Feezer: A Business Plan for a Social Media Platform for Depression

This presentation details the business plan for Feezer, a social media platform designed to support individuals facing depression and anxiety. It begins by addressing the growing issue of mental health and the need for a safe space for individuals to connect and share their experiences. The presentation outlines Feezer's mission, which is to provide a platform where users can connect with others who have faced similar situations, offer support, and access resources. It includes an overview of the company, industry analysis (including bargaining power of buyers and suppliers, threat of substitutes, threat of new entrants, and competitive rivalry), market analysis (highlighting the growing market for depression support), and the marketing mix (product, place, price, promotion). The presentation also includes a SWOT analysis, recommendations, promotional tactics, and the management team structure. The business model is based on creating a free social media platform for the users to interact with each other and find emotional support. The presentation also addresses the different operations of the business and the business canvas model.

Running head: TRANSCRIPT
TRANSCRIPT
Name of the Student
Name of the University
Author Note

1TRANSCRIPT
Slide 1
The issue relating to the depression and other related diseases have been increasingly
considerably and with respect to this, the different individuals often have no one to talk to which
then leads to increase in death rates as well as the crime rates. People do not feel like scaring
their personal issues with each other as they are under the feeling that their feelings will not be
respected. The presentation is aimed at highlighting the manner in which, the business Feezer
will be solving this issue of the different consumers and will be providing a platform to the
different users which will help them to interact with the different people who will be similar to
them. The presentation will be in a form of a business plan which will be introducing the topic
and laying down the manner in which the different operations will be carried out.
Slide 2
Overview of Company
Feezer is the most essential social media tool for the individuals who have anxiety and
depression related issues in their lives along with facing anxiety in the regular day to day lives.
The main aim and purpose of the website is to provide the customers to analyze the feelings
through which they can able to share the feelings with the others who have faced similar kinds of
situations in the past and they can suggest techniques to overcome the same. It is the first website
which will be providing such options of talking with one another as the other companies do not
offer similar in free of cost.
It will be including various therapies as to make them feel better as it will be helpful in
improving the health of the different individuals suffering from such disorders. The other motto

2TRANSCRIPT
of the organization is to improve the overall health and gain advantage in the competitive
business environment. The major competitors of the company include Facebook and Twitter as
they offer the same kind of platform to the customers, however the major aspect which is
required to be analyzed is relating to the health concerns.
Slide 3
Industry Analysis
It can be identified that:
Bargaining Power of Buyers- Low Type of Force
In the respective case, there is no pressure from various customers as the company will be
offering the different facilities and it will not create any kind of pressure on the services provided
by Feezer which has been inclusive of treating the patients and it will manage the issues in an
accurate manner.
Bargaining Power of Suppliers- Weak Type of Force
The supply chain management along with suppliers are less as the other competitors such
as Facebook have similar kinds of activities and their supplier base is strong
Threat from Substitutes- Moderate Type of Force
The substitute level is moderate type as there are other competitors like Facebook which
are offering similar aspects, and the advertising techniques can affect the overall efficiency of the
firm. The cost of switching cost is low and it can be problematic for Feezer in gaining their
position in market.
Threat of New Entrants- Low Type of Force

3TRANSCRIPT
As per the case of the new entrants, it can be seen that as to increase the overall brand
loyalty among the customers, Feezer needs to create survey and understand the situation of the
market which will improve their position.
Competitive Rivalry- Moderate Type of Force
The various competitors like Twitter and Facebook created the similar platform for the
different customers and it is helpful for them in remaining efficient in the business operations.
The overall rivalry can be solved with proper implementation of the low switching costs to
improve their position (Hollebeek, Conduit and Brodie 2016).
Slide 4
Recommendations
Therefore, it can be concluded that the Feezer can gain the high market share in the
competitive business environment through the implementation of proper promotional activities
as it will improve their position and beat Facebook and Twitter. The strategies related to
advertising is the most essential aspect which will be beneficial in managing the different
strengths of the company and it can be helpful in reducing the weaknesses.
Slide 5
Market Analysis
In the particular scenario, the market analysis can be stated to be understanding which has to be
gained about the different people who have been undergoing the issue of depression. In this
manner, there are many people around the globe who have been suffering from the problem of

4TRANSCRIPT
depression. The disease of depression can be described as a disease which has an impact on
various individuals around the globe and can be stated to be growing at an alarming rate. The
given chart describes the manner in which the depression has been growing considerably and the
growth of the depression drug market has also been described. However, it needs to be noted
that, this data only covers those individuals who have come out with their problem and have
taken help with respect to it. This data does not cover those individuals who still face from the
issue of depression but have not come up with the issue and taken medicines for it. Hence, the
target market of the application can be stated to be considerably high and if Feezer comes out
with this technology, it will make these different consumers feel less lonely and surer about
themselves.
Slide 6
Segmentation, Targeting and Positioning
Segmentation- the Company will be utilising the overall mix of the geographic,
behavioural and the psychographic aspects as it will be helpful in managing the variables along
with understanding preferences of the different customers in a positive manner. The customers
are the major assets of the organization who will be helpful in generating huge revenues of the
company (Ang and Rusli 2018).
Targeting- The major customers of the Feezer application can be the ones who are facing
the different anxiety and depression related issues and it will be helpful in attracting such
customers through proper advertising techniques and gain competitive advantage (Thieu et al.
2017).

5TRANSCRIPT
Positioning- The company Feezer will be utilising the value-based strategy as to position
themselves in the market which is competitive. Through the help of the same, the company can
be able to attract more customers as this will be the most appropriate strategy to improve the
efficiency in comparison to the other competitors which are present in the market (Ang and Rusli
2018).
Slide 7
Marketing Mix
Product- The usage of the applications related to social media tools are helpful and it
helps in assisting the services to the customers who are depressed along with having anxiety
issues. It will be playing a vital role in analyzing the input along with output of the organization
within a span of time (Thieu et al. 2017).
Place- the Feezer will be present to the individuals residing in different locations in the
entire world through the website and through the same, the customers can contact with the others
who faced similar kind of incidents and gain knowledge on the same. On the other hand, the
company will be able to keep a track on the number of the customers which will be improving
their brand image and gain competitive advantage in the market.
Price- There is no such inclusion of the technique of pricing for the customers who will
be utilizing the respective services from the organization. In order to gain competitive advantage,
Feezer will be allowing the individuals to share their views which will be beneficial for them to
gain more competitive advantage and it will improve their sales.
Promotion- With the help of the different techniques on advertising, the Feezer will be
effective in increasing the overall efficiency appropriately. Through the usage of public

6TRANSCRIPT
advertising along with the personal selling, the company can gain more knowledge on the other
platforms which are present in the market and can prove to be competitive
Slide 8
Promotional Tactics
The technique of promotion is understood to be the one with respect to which a business can
make the different people know about their business. Hence, it is recommended that the Freezer
application should make use of the given promotional techniques in order to ensure that it is
successfully able to gain success in the market:
• Newspaper: The newspaper can be considered to be a relevant source of promotional
tactics so as to ensure that the people come to know about the application easily and that
they are able to ensure that the different people avail to the application which is available.
• Television advertising: The television advertising also serves as a useful technique of
reaching out to the target audience as it assists the firm in ensuring that all viewers of
different television shows are able to reach out to the application.
• Social media advertising: As the application is similar to the social media, the social
media advertisement can also be considered to be a positive promotional tactic which will
help the different consumers in downloading the application and seeking help from the
others who have the application as well.
• Mobile Advertising: The last technique is the one related to the mobile advertisement and
can be utilised as a medium to attain the attention of the different users.
Slide 09

7TRANSCRIPT
Management Team
The company Feezer will follow Organizational Structure which is Flat as it is helpful
for the employees to communicate with one another without any kind of interruption. In such
kind of organizational structure, the responsibilities are being delegated among the employees
and it reduces the overall inclusion of the middle level management which improves the overall
efficiency of the firm (Stephenson 2018).
This will be helpful in less delay of the tasks performed by the individuals and this can be
assisting in providing various services to the patients or the ones who have such disorders. The
respective structure of the company will assist in elevating the different responsibilities among
the different individuals and it will improve coordination among them in managing the activities.
Additionally, with the help of flat organizational organization, the fewer level of management
will be helpful in encouraging the employees in the decision-making style and it will help in
improving the overall competitiveness.
Slide 10
The SWOT analysis
Strengths: The main strengths of the application can be stated to be the fact that it is unique in
nature and quite different from the other websites. It is helping the different applications to meet
with their needs and help themselves. Moreover, as the application is free more people would
like to associate themselves with the brand and ensure success for themselves.

8TRANSCRIPT
Weaknesses: The primary weakness has been that, this application will earn from the
advertisements which has a chance of blocking the different content which would assist the
different individuals in improving their overall wellbeing. In addition to this, there does not exist
any personalised content in the particular application which would assist the different people and
help them to cure myself.
Opportunities: The main opportunity which can be identified for the company can be stated to be
the growing market of the people with depression. If the firm is able to harness the market well
then they will be able to ensure that the portfolio grows.
Threats: The primary threat of the particular business is that there exists other applications with a
similar format which may then act as a threat in front of the business in assisting their overall
objectives.
Slide 11 and 12
The different operations of the business might be described as somewhat slow in the
beginning as the willingness of the people to join the application might not be that strong.
Moreover, there exists various barriers with respect to ensuring that the application will gain
success in the long run. The different components of the business canvas model may be stated to
be quite interesting for the Feezer application and have been given as follows:
Key partners: The different key partners of Feezer can be identified as the content providers,
doctors, healers and other individuals who want to be a part of the application and help other
individuals.

9TRANSCRIPT
Key activities: The key activities of the application will be to build and develop a data
management as well as related platform which will help people in meeting new individuals and
carryout the operations of the application.
Key resources: The primary resources of the application can be stated to be identified as
technological infrastructure as well as the other similar platforms which have been assisting in
carrying out the different operations of the business.
Value Propositions: The different value propositions as offered by the chosen application are:
Connecting with new people who value us
Engagement in engagement and social context
Providing users with good content
Relationships: The different relationships which are required to be maintained can be same side
and cross network
Channels: The channels which will be used by the firm can be stated to be with the help of
websites and the application which can be downloaded using the Android application store and
the iphone application Store. The pages can also be accessed using advertisements.
Customer segments: The different customer segments which the company caters to can be stated
to be the users with depression, the application developers and other advertisers.
Cost structure: The costs for the business can be stated to be the data centre costs, the marketing
costs, the sales cost, the cost of application and other general as well as administrative costs.
Revenue streams: The revenue streams of the company are earned through mediums like
advertisements and other doctor services because the application is free for the users.

10TRANSCRIPT
Slide 13
As per the service development stage, the company is in the Introduction Stage as they
have just started the business wherein the customers are provided with various services and the
same can be achieved by the company through development of the image regarding the brand
appropriately. The activities related to promotion can be achieved by the company and it will act
as the innovator in establishing their overall efficiency appropriately. The level of branding of
the organization is at the peak and there will be attainment of the trademarks and patents which
will be required to be developed. The introduction stage will be helpful in managing their
competitiveness and gain competitive advantage in the market.
Slide 14 and 15
Assumptions
Year 1 model inputs
Use this area to capture key components of the Profit and Loss Statement and the Balance
Sheet for the first year only.
1. Year-one revenue expectancy
Servic
e 1
Servic
e 2
Servic
e 3
Servic
e 4
Number of units sold annually
Average sales price per unit
Annual revenue per product $10,0 $10,0 $10,0 $30,0

11TRANSCRIPT
00 00 00 00
Total year 1 revenue $60,0
00
2. Year 1 cost of goods sold
Servic
e 1
Servic
e 2
Servic
e 3
Servic
e 4
Expected gross margin per product
Annual cost of goods sold per product $4,00
0
$2,00
0
$3,00
0
$4,00
0
Total year 1 cost of goods sold $13,0
00
3. Annual maintenance, repair, and overhaul
Factor (%) on capital equipment 5%
4. Number of years for straight-line depreciation 5
5. Annual tax rate 30%
6. If long-term debt is being used to finance 5%

12TRANSCRIPT
operations, enter the total loan value.
7. Account receivable and payable % 10%
Start-up capital and expenditure
Sources of Capital Startup Expenses
Owners' Investment (name & % ownership) Buildings /
Real Estate
Your name & % ownership 100% Purchase $
400
Other Investor 4
0,000
Construction
300
Other Investor
-
Remodeling
390
Other Investor
-
Other
-
Total Investment $
40,00
0
Total
Buildings and
R / E
$
1,090
Bank Loans Leasehold
Improvement
s
Bank 1 Item 1 $
300
Bank 2
-
Item 2
-
Bank 3
-
Item 3
-
Bank 4
-
Item 4
-
Total Bank Loans $
-
Total L / H
Improvement
s
$
300
Other Loans Capital
Equipment
List
Source 1 $ Furniture $

13TRANSCRIPT
- 2,000
Source 2
-
Equipment
2,000
Total Other Loans $
-
Fixtures
100
Machinery
1,000
Other
-
Summary Statement Total Capital
Equipment
$
5,100
Sources of Capital Location and
Admin
Expenses
Owners' and Other Investments $
40,00
0
Rental 1000
Bank Loans
-
Utility
Deposits 500
Other Loans
-
Legal and
Accounting
Fees
200
Total Source of Funds $
40,00
0
Prepaid
Insurance 100
Pre-opening
Salaries 200
Startup Expenses Other
-
Bldgs / Real Estate $
1,090
Total
Location and
Admin
Expenses
$
2,000
Leasehold Improvements
300
Capital Equipment
5,100
Opening
Inventory
Location / Admin Expenses
2,000
Category 1
Opening Inventory
2,200
Category 2
2,000
Advertising / Promo Expenses
9,000
Category 3
200
Other Expenses 2
0,000
Category 4
-

14TRANSCRIPT
Total Startup Expenses $
39,69
0
Category 5
-
Total
Inventory
$
2,200
Advertising
and
Promotional
Expenses
Advertising $
3,500
Signage
3,500
Printing
2,000
Travel &
Entertainment
Other /
Additional
categories
Total Adv
and Promo
expenses
$
9,000
Payroll and
payroll taxes
Expense 1 $
20,00
0
Expense 2
Total Payroll
and payroll
taxes
$
20,00
0
Profit and Loss
Year 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Revenue
Gross
reven
ue
$60,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000

15TRANSCRIPT
Cost
of
goods
sold
$13,000 $1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
$1,083.
33
Gross
margi
n
$47,000 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917
Other
reven
ue
[sourc
e]
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Intere
st
incom
e
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total
reven
ue
$47,000 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917 $3,917
Operating
expenses
Sales
and
marke
ting
$9,000 $750 $750 $750 $750 $750 $750 $750 $750 $750 $750 $750 $750
Payroll
and
payroll
taxes
$20,000 $1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
$1,666.
67
Depre
ciation
$1,298 $108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
$108.1
7
Maint
enanc
e,
repair,
and
overh
$5,000 $416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7
$416.6
7

16TRANSCRIPT
aul
Total
opera
ting
expen
ses
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
$2,941.
50
Operating
income
$11,702 $975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
Intere
st
expen
se on
long-
term
debt
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Operating
income before
other items
$11,702 $975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
Loss
(gain)
on
sale of
assets
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other
unusu
al
expen
ses
(incom
e)
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Earnings before
taxes
$11,702 $975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7
$975.1
7

17TRANSCRIPT
Taxes on income 30% $3,510.
60
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
$292.5
5
Net income (loss) $8,191 $682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
$682.6
2
Balance sheet
Assets Initial balance Year 1
Cash and short-
term investments
$310 $20,314
Accounts
receivable
$6,000 $6,120
Total inventory $0.00 $0.00
Prepaid expenses 0 0
Deferred income
tax
0 0
Other current
assets
0 0
Total current
assets
$6,310 $26,434
Buildings $1,090 $1,090
Land 0 0

18TRANSCRIPT
Capital
improvements
$
300
300
Machinery and
equipment
$
5,100
5,100
Less:
Accumulated
depreciation
expense
0 1,298
Net
property/equipm
ent
$6,490 $5,192
Goodwill $0 $0
Deferred income
tax
0 0
Long-term
investments
0 0
Deposits 0 0
Other long-term
assets
0 0
Total assets $12,800 $31,626
Liabilities Initial balance Year 1

19TRANSCRIPT
Accounts payable $1,300 $1,326
Accrued expenses 0 0
Notes
payable/short-term
debt
0 0
Capital leases 0 0
Other current
liabilities
Total current
liabilities
$1,300 $1,326
Long-term debt
from loan
payment
calculator
0
$0
Other long-term
debt
$0 $0
Total debt $1,300 $1,326
Other liabilities 0 0
Total liabilities $1,300 $1,326

20TRANSCRIPT
Equity Initial balance Year 1
Owner's equity
(common)
$
40,000
$40,000
Paid-in capital 0 0
Preferred equity 0 0
Retained earnings 0 0
Total equity $40,000 $40,000
Total liabilities
and equity
$41,300 $41,326
Cash flows
Cash
Flow
Year
1
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Income
Sales $47,0
00
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
Owners
capital
4000
0
Others
Total $87,0
00
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
$3,91
7
Expenses

21TRANSCRIPT
Sales and
marketing
$9,00
0
$750 $750 $750 $750 $750 $750 $750 $750 $750 $750 $750 $750
Payroll
and
payroll
taxes
$20,0
00
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
$1,66
6.67
Depreciat
ion
$1,29
8
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
$108.
17
Maintena
nce,
repair,
and
overhaul
$5,00
0
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
$416.
67
Other
expenses
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total $35,2
98
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
$2,94
1.50
Net Cash
Flow
$51,7
02
$976 $976 $976 $976 $976 $976 $976 $976 $976 $976 $976 $976
Opening
balance
0 4000
0
$38,0
49
$36,0
98
$34,1
47
$32,1
96
$30,2
45
$28,2
94
$26,3
43
$24,3
92
$22,4
41
$20,4
90
$18,5
39
Closing
balance
$39,0
25
$37,0
74
$35,1
23
$33,1
72
$31,2
21
$29,2
70
$27,3
19
$25,3
68
$23,4
17
$21,4
66
$19,5
15
$17,5
64

22TRANSCRIPT
Profitability Ratios
Ratios
Year 1
Net profit $ 8191
Sales $60,000
Gross
profit
$47,000
Ratios
Net profit 54.83333
Gross
profit
78.33333

23TRANSCRIPT
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