UnleaSHEd Business Academy

Marketing Plan

Nick Condon, Matt Livingston, Jenny Ohnmacht, Erin Wold, & Afton Wolter

Table of Contents Executive Summary

Strategic Objectives

Mission

Goals

Values

Customer Analysis

Competition

Industry Assessment

Market Size

Market Growth

Market Needs

External Environment

Sociocultural

Demographics

Technological

Economic

Political

SWOT Analysis

UnleaSHEd’s Competitive Advantage

STP Analysis

Segmentation

Targeting

Positioning

Product

Price

Place

Promotion

Implementation & Return on Investments

Marketing Objectives

Financial Objectives

Key Success Factors

Implementation Plan

Executive Summary Set to launch in June 2015, UnleaSHEd Business Academy is a national, member based

online resource designed to assist primarily female entrepreneurs in the process of starting their own business. UnleaSHEd will offer online business coaching, branding and resources such as cash flow projection worksheets and social media planning guides. Also, they provide a professional network that allows members to market and sell their products on their site. These educational workshops can be utilized through two different program options. The first option is a free with occasional “freebie” product offers, but users can join only one time a year, most likely in September and October, and will have limited access to the website. The second option is a program that users can pay $39/month to become a member of. This option offers many more capabilities, including unlimited access to the resources and workshops, the capability to network on the website, and one-on-one coaching services. UnleaSHEd has many competitors but differs in their aim to be a more of an educational rather than inspirational resource for female entrepreneurs. Overall, UnleaSHEd wants to help women in gaining the necessary knowledge and tools to make their business a success.

UnleaSHEd is lead by female entrepreneurs Megan Tsui and Tami Enfield, who hope to encourage and guide other women to pursue their entrepreneurial dreams as they did. Megan specializes in business planning and development, marketing, and strategic planning and direction, while Tami is a social media expert, specifically in website production, social media strategy, consulting services, and branding. Together, they compile over 10 years of experience in business development, coaching, and marketing, making the perfect team for female entrepreneurs to turn to.

Given the background of UnleaSHEd, the company should target middle class, generation X women, with certain attitudes, personality traits and lifestyle that motivate one to use a entrepreneurial educational resource. The best way to target these women, are promotional activities that are heavily involved in their specific lifestyle. They are most likely married, have children, have some level of higher education, and have a substantial level of income. To most effectively reach these women, UnleaSHEd should utilize media such as email, Facebook, Twitter, or Instagram. In the future, UnleaSHEd should consider creating promotional videos, creating an app, and adding language options to their site.

Strategic Objectives Mission Although UnleaSHEd is not officially up and running, they are currently formulating ideas of what they want their mission statement to be. They gave our team an idea of what they want their mission to be and have asked us to formulate some ideas.

1. “UnleaSHEd’s mission is to help a woman build a big beautiful business.” 2. “UnleaSHEd’s mission is give women the building blocks to construct their ideal

business.” 3. “UnleaSHEd’s mission is to offer an easy, educational, and effective way to make

entrepreneurial dreams a reality.” Goals ● Offer women an educational resource to help them start their business. ● Build a large customer base, specifically for the mailing list prelaunch.

● Utilize multiple social media sources to promote advertising. ● Highlight the uniqueness of our membership program. ● Create a clear message, brand, and website. ● Member base that is composed of a diverse group of individuals nationwide. ● Develop products geared towards a spanish speaking demographic.

Values ● Offering an educational yet affordable opportunity for all women to learn and flourish

their business ● Promoting confidence in women to fulfill their goals ● Helping women network with other women

Customer Analysis ● UnleaSHEd is looking to target a wide variety of women across the nation who

need the tools to help get their business off the ground and/or maintain their businesses success.

● The profile of a typical UnleaSHEd member includes (but is not limited to): ○ Female 35+ in age who have or are interested in starting a small business ○ No to moderate business experience ○ Varied level of education (some may have none, others may have a degree

in business) ○ Tech savvy, or interested in becoming more tech savvy ○ Women who could benefit from networking to other entrepreneurial

women

Competition Due to this industry’s current growth, UnleaSHEd Business Academy will face many competitors that are already established in the online, entrepreneurial training and education field. Businesses in this breadth must offer the most convenient and cheapest resource for consumers. The top current competitors of UnleaSHEd include:

MARIE FORLEO1 ● Major competitor with a massive international 8--week business education course

that has graduated over eighteen thousand individuals from over 77 countries since 2010.

● Strong brand and presence online through extensive social media efforts, MarieTV and appearances on Super Soul Sunday with Oprah.

● Located nationally in New York City, Santa Barbara, Santa Rosa, Rhode Island, Indiana and Hawaii.

● Emphasis their corporate social responsibility through their Change Your Life, Change The World® initiative that ties each for profit training program to a non-profit partner who supports women, the environment and entrepreneurship.

1 http://www.marieforleo.com/

● The B-School cost $1,999 in 2014, however they offer payment plans and hold scholarship contest every year. In their most recent contest they awarded over 40 scholarships.

CHIC-CEO2 ● They drive 100k+ people to their website a month. ● 50,000 subscribers. ● Offer a free 3-Day Chic Start that involves business planning, writing the mission

statement, creating the website, understanding the customer. ● Offer a Business Plan Outline for free as well as a comprehensive business plan

outline with a fee. ● Their Chic Elite program gives monthly training programs, strategies, exclusive

webinars, forum to connect with other Chic Elites, Chic works account: email marketing, CRM and more, and bonus content.

FIZZLE3 ● $1 the first month members join and $35 a month after. ● Worked with over 1,500 people in the last 2 years ● Offer courses from real experts and a community of business builders.

SHE TAKES ON THE WORLD4 ● The Conquer Club™ is a 12 month long incubator for one’s business and life with

the help of Emmy Award-winning media entrepreneur Natalie MacNeil, and her team of mentors.

● Forbes “Top 100 Websites for Women” four years in a row: 2010, 2011, 2012, 2013.

● ForbesWoman’s “Top 10 Entrepreneurial Sites for Women” ● Won Website of the Year 2013 at the Stevie Awards for Women in

Business ● Supported and mentioned on other press websites including The Daily Muse, The

Huffington Post, The Globe and Mail, Mashable, and ForbesWoman. ● Published a bestselling business book for women: She Takes on the World:

A Guide to Being Your Own Boss, Working Happy, and Living on Purpose WOMEN VENTURE5 ● 594 clients served in 2014: 95% women, 78% low moderate income, 28% people

of color, with an average age of 42. ● WomenVenture was designated one of the nation’s first Women’s Business

Centers by the U.S. Small Business Administration in 2000. ● They have partners including CDFI Fund Deluxe Corp Foundation, General Mill,

US Bank, Wells Fargo, SBA, Minnesota Public Radio and more. ● In 2014, they launched a 13-week program called GUIDED Business Plan.

SCORE6

2 http://www.chic-ceo.com/ 3 http://fizzle.co/ 4 www.shetakesontheworld.com/ 5 http://www.womenventure.org/ 6 https://www.score.org/

● Provide services at no charge or at very low cost due to their network of 11,000+ volunteers and support from the U.S. Small Business Administration.

● Served more than 10 million existing and aspiring small business owners. ● Contributed to creating more than 58,000 new businesses and over 71,000 new

jobs annually. ● 320+ chapters hold events and workshops nationally, pairing entrepreneurs with

local, volunteer mentors. US SMALL BUSINESS ADMINISTRATION7 ● Delivered millions of loans, loan guarantees, contracts, counseling sessions and

other forms of assistance to small businesses. ● Provides small businesses with an array of financing. ● Free in person and internet counseling, and low-cost training to entrepreneurs and

established small businesses in 1,800+ locations nationally. NORTHFIELD ENTERPRISE CENTER8 ● Local competitor ● Help strengthen existing and startup businesses located in and around Northfield. ● In 2013, 235 coaching clients were served, 45% own or rent commercial property

in Northfield, and total revenue was $78,300

Industry Assessment Market Size9

● Women own 10.6 million businesses in the United States. ● They employ 19.1 million workers--that's one in every seven employees. ● Their businesses account for $2.5 trillion in sales ● The 10 largest metropolitan areas for women-owned firms based on an average

number of firms, employment and sales are: 1. Los Angeles-Long Beach, CA 2. Chicago, IL 3. New York, NY 4. Houston, TX 5. Phoenix-Mesa, AZ 6. Washington, DC-MD-VA-WV 7. Dallas, TX 8. Detroit, MI 9. Philadelphia, PA-NJ 10. Atlanta, GA, and Seattle-Bellevue-Everett, WA (tied)

● 19% of all female-owned businesses used $10,000 or more to start their businesses.

● 8% of women-owned businesses used $50,000 or more to start their businesses. ● One in five firms with revenue of $1 million or more is woman-owned. ● 4.2% of all women-owned firms have revenues of 1 million or more

7 https://www.sba.gov/ 8 http://northfieldenterprisecenter.com/ 9  www.entrepreneur.com/sbe/women/

● Increasing number of women heading to business school ● Many women leave their jobs to take care of the family even though they are

qualified in the fields10

Market Growth Kauffman Index of Entrepreneurial Activity11 ● The following graph shows how many new businesses were established during

the years from 1996 until 2013. ● The numbers of new entrepreneurs are pretty constant between 0.26% and 34%,

nonetheless since 2012 they are slightly declining. ● A possible reason for the decline could be that those people that started businesses

out of necessity during the recession are going back to wage and salary work.12 ● The drop in the rate of new business creation was broad-based, and included men and

women, all races and from almost every level of education. ● The important facts can be seen in the box on the left side from the graph.

● Women are starting businesses at faster rates than men ● Women outnumber men in both professional or educational degrees13

Market Needs

● Create economic growth14 ○ Female entrepreneurship can be catalyst for economic growth ○ Female entrepreneurs have much potential in the economic arena.

Policymakers and relevant organizations must help them in their journey of starting their own business.15

10  http://www.economist.com/news/united-­‐states/21600998-­‐after-­‐falling-­‐years-­‐proportion-­‐mums-­‐who-­‐stay-­‐home-­‐rising-­‐return 11  http://www.kauffman.org/multimedia/infographics/2013/kiea-­‐interactive 12 http://money.cnn.com/2012/03/19/smallbusiness/entrepreneurs/ 13 http://www.forbes.com/sites/work-­‐in-­‐progress/2012/06/08/entrepreneurship-­‐is-­‐the-­‐new-­‐womens-­‐movement/ 14http://www.kauffman.org/newsroom/2014/11/womens-­‐entrepreneurship-­‐has-­‐potential-­‐to-­‐create-­‐tailwind-­‐for-­‐us-­‐economic-­‐growth

● Women entrepreneurs just need to add business knowledge16

Situation Analysis SOCIAL/CULTURE Facing Struggles and Stigma

● Stigma against female breadwinners is fading, more and more women are embarking on careers17

● Entrepreneurship is still a male-dominated field, and it may be difficult to surpass these conventional views. However, it is very important to be aware that despite the negativity that may exist, over 9 million women own their own businesses in the U.S. (over 40% of businesses are women-owned)18

● Many female entrepreneurs and small business owners in the United States struggle maintaining a work and life balance. Women are still expected to partake in the majority of domestic responsibilities regardless of job or obligations outside of the home. ○ Intersections of ethnicity, culture, and socioeconomic status affect the

ability for women to maintain a good work life balance (affluent, white women are able to maintain this balance more effectively, whereas poor women of color more often struggle)19

● On average, women have less access to basic banking services such as checking and saving accounts. As a result, many female entrepreneurs rely on their own savings, loans from family and friends, or micro-loans to finance their business needs, hindering them from making long-term investments in their businesses.20

Rising Population of Business Owners ● Many of the development agencies now see women as the key audience in terms

of creating small businesses21 ● Motivations for women starting business: search for financial independence, want

to be one’s own boss, need for autonomy, and self-actualization. Finding Success

● Female entrepreneurs identify customer satisfaction and recognition from society as key elements for business success. Networking is also perceived as important for business success.22

15http://www.kauffman.org/~/media/kauffman_org/research%20reports%20and%20covers/2014/11/sources_of_economic_hope_womens_entrepreneurship.pdf 16 http://www.entrepreneurship.org/resource-­‐center/women-­‐entrepreneurs-­‐just-­‐need-­‐to-­‐add-­‐business-­‐skills.aspx 17  "Female  Breadwinners:  How  the  Rise  in  Working  Women  Is  Influencing  Spending  Patterns."  Euromonitor  Passport.  Euromonitor  International  (2011):  n.  pag.  Web.  23  Mar.  2015.   18http://www.go4funding.com/Articles/Entrepreneur/Some-­‐Facts-­‐About-­‐Women-­‐Entrepreneurs.aspx 19  Kelly,  Louise.  "Work-­‐Life  Balance  and  African  American  Women  Entrepreneurs."  Entrepreneurial  Women:  New  Management  and  Leadership  Models.  Santa  Barbara:  ABC-­‐CLIO,  LLC,  2014.  Print. 20http://web.worldbank.org/WBSITE/EXTERNAL/TOPICS/EXTGENDER/0,,contentMDK:23392638~pagePK:210058~piPK:210062~theSitePK:336868,00.html 21  “Midlife  Women:  Embracing  Power  and  Avoiding  Invisibility  in  Global  Consumer  Markets.”  Euromonitor  Passport.  Euromonitor  International  (2013):  n.  pag.  Web.  23  Mar.  2015.  

Privacy ● Privacy issues are increasingly becoming a concern for consumers, specifically in

online business. As online consumer demand continues to grow, brands will need to use privacy as a major selling point.23

Thrift24 ● Financial constraints are a big concern for midlife women, thus their spending has

lessened the demand for non-essential products. ● Due to financial burdens, the middle aged cohort has resorted to high levels of

internet usage for purchasing due to the lower prices involved. Time-Poor Society25

● Living in a time-poor society has encouraged people to change their working patterns. Increasing numbers of middle-aged workers have chosen to have flexible working hours, working part time, freelancing, or setting up their own business.

● Working is one of the greatest liberators for women. It changes their lives by creating a valued role outside of the home and the right to earn their own income.

DEMOGRAPHIC

The Basics ● The following table26 shows the change in percent distribution of self-employed

people by gender and selected demographic characteristics in the United States from 1993 to 2012:

22  (https://ideas.repec.org/a/ibg/jwejou/y2014i1-­‐2p3-­‐37.html) 23  “Midlife  Women:  Embracing  Power  and  Avoiding  Invisibility  in  Global  Consumer  Markets.”  Euromonitor  Passport.  Euromonitor  International  (2013):  n.  pag.  Web.  23  Mar.  2015.   24  “Consumer  Lifestyles  in  the  US.”  Euromonitor  Passport.  Euromonitor  International  (2013):  n.  pag.  Web.  23  Mar.  2015. 25  “Midlife  Women:  Embracing  Power  and  Avoiding  Invisibility  in  Global  Consumer  Markets.”  Euromonitor  Passport.  Euromonitor  International  (2013):  n.  pag.  Web.  23  Mar.  2015. 26http://www.bls.gov/opub/mlr/2014/article/female-­‐self-­‐employment-­‐in-­‐the-­‐united-­‐states-­‐an-­‐update-­‐to-­‐2012.htm

● The next table shows the racial makeup of the United States in 1960, 2011, and the projections for 2050 according to the Pew Research Center:

Age and Point in Life27 ● Many of who have experienced a considerable amount of dissatisfaction with

their previous careers and in working for others. Successful female entrepreneurs start their businesses as a second or third profession. The desire to be their own boss is often the motivation for pursuing entrepreneurship.28

● Female entrepreneurs often enter the business world later in life (around 40-60 years old).29

● 70% of women are married when they launch their first business30 ● 60% of women have at least one child when they launch their first business (44%

had two or more children)31

Education and Earnings ● One characteristic that many successful female entrepreneurs have in common is

degrees in higher education. More years of education has a positive, correlative relationship with higher earnings.32,33

● A strong middle class fosters innovation and encourages entrepreneurs to start their own businesses, which in turn creates good jobs that support a growing economy and an increasing middle class.34

● As the income of individuals in the middle class increases, they actually spend a larger percentage of their extra income than their wealthier counterparts.35

● A survey of company founders by the Kauffman Foundation found that less than 1% of entrepreneurs either come from a background of great privilege or from one of poverty. In fact, 72% of surveyed entrepreneurs come from middle-class families and a further 22% are from what Kauffman terms "upper-lower-class" households headed by blue-collar workers.36

27http://www.go4funding.com/Articles/Entrepreneur/Some-Facts-About-Women-Entrepreneurs.aspx 28http://www.go4funding.com/Articles/Entrepreneur/Some-Facts-About-Women-Entrepreneurs.aspx 29http://www.go4funding.com/Articles/Entrepreneur/Some-Facts-About-Women-Entrepreneurs.aspx 30 http://www.abundantentrepreneur.com/5-facts-about-women-entrepreneurs/ 31 http://www.abundantentrepreneur.com/5-facts-about-women-entrepreneurs/ 32http://www.go4funding.com/Articles/Entrepreneur/Some-Facts-About-Women-Entrepreneurs.aspx 33 https://nces.ed.gov/fastfacts/display.asp?id=77 34 http://www.huffingtonpost.com/karen-mills/entrepreneurship-and-the-_b_3731884.html 35 http://www.huffingtonpost.com/karen-mills/entrepreneurship-and-the-_b_3731884.html 36 http://www.huffingtonpost.com/karen-mills/entrepreneurship-and-the-_b_3731884.html

Entrepreneurs' Family Backgrounds by Socioeconomic Class

Source: The Kauffman Foundation, "The Anatomy of an Entrepreneur: Family Background and Motivation" (July

2009)

Earnings: The Modern Affluent Woman37 ● She is likely to be a Baby Boomer. These women are in their peak earning years,

and with children “leaving the nest,” many of them have more time on their hands.

● Although there are subsets of affluent minorities, caucasians make up the majority of the high earners in the U.S. today.

● She is likely to be married and working alongside her husband (dual income).

The Kauffman Index by Gender ● The “Index of New Entrepreneurs by Gender”shows that 41% of the new

entrepreneurs are women and 57% are men. ● The highlights on the left side point out that the recent decline in the numbers of

new entrepreneurs was mainly due to a drop in business creation by men. ● However, overall the graph shows that men are more likely to start a business

each month than women are.

37 "Female Breadwinners: How the Rise in Working Women Is Influencing Spending Patterns." Euromonitor Passport. Euromonitor International (2011): n. pag. Web. 23 Mar. 2015.

The Kauffman Index by the geographic regions ● The “Rates of Entrepreneurial Activity by State” is especially important since

Unleashed is planning to operate nationally. ● The graph shows that Minnesota has a low rate with an Entrepreneurial Activity

index of 0.16%. ● The states with a high index (and therefore might offer great opportunities and

great numbers of potential customers) are California, Montana, Idaho etc. (all the dark green states on the map) since they have a rate from 0.302 to 0.608 ( six times higher as in Minnesota)

TECHNOLOGICAL Applications

● Women love to communicate with others about hot topics and products. Some of the most effective ways for them to do that in the future is through viral marketing and fun mobile apps.38

● Women install 40% more apps than men, buy 17% more paid apps, and pay 87% more for those apps.39

● Women use social media apps a whopping 600% more than men, news apps 90% more, productivity apps 89% more, lifestyle apps 64% more, and books 10% more.40

Product Promotion41 ● Marketing teams are adapting the way they promote their products to target

women more heavily and the best way to do that is via viral campaigns. ● By offering loyalty schemes, vouchers, and rewards, marketers are more likely to

reach women on social media sites. ● A ComScore survey conducted in April 2010 found that women are more likely

than men to use Twitter to find deals and promotions. Social Media42 ● Social networking, instant messaging (IM), and email are the most popular

Internet sources that women use globally. ● Females represent the majority of users on the following social media sites:

Twitter, Facebook, Deli.ci.ous, Docstoc, Flickr, MySpace, Ning, Upcoming.org, uStream, Classmates.com, Bebo and Yelp.

● Middle aged women ages 45 and older are driving the growth of the Internet, recording the highest reach and the heaviest usage.

● 90% of female internet users in North America visited a social network site in April 2010.

● Email is a great social media target for women in an older age group (aged 45 and up) in comparison to a younger age group.

● Women are actively using social networking sites to partake in social gaming and to download coupons.

38  "Female  Breadwinners:  How  the  Rise  in  Working  Women  Is  Influencing  Spending  Patterns."  Euromonitor  Passport.  Euromonitor  International  (2011):  n.  pag.  Web.  23  Mar.  2015.   39 https://software.intel.com/en-us/blogs/2013/04/30/the-gender-app-what-s-the-difference 40 https://software.intel.com/en-us/blogs/2013/04/30/the-gender-app-what-s-the-difference 41  "Female  Breadwinners:  How  the  Rise  in  Working  Women  Is  Influencing  Spending  Patterns."  Euromonitor  Passport.  Euromonitor  International  (2011):  n.  pag.  Web.  23  Mar.  2015.   42  "Female  Breadwinners:  How  the  Rise  in  Working  Women  Is  Influencing  Spending  Patterns."  Euromonitor  Passport.  Euromonitor  International  (2011):  n.  pag.  Web.  23  Mar.  2015.  

Share of Time Spent Online: Females Versus Males 2010

Aged 15+ Females Males

Social Networking 11.7 16.3

Instant Messaging 10.4 11.3

Email 6.8 7.7

Multimedia 6.3 5.2

Retail 2.4 2.9

Search/Navigation 2.9 2.8

Online Gaming 2.2 2.7

Community 1.8 2.2

Directories/Resources 2.4 2.2

Auctions 1.6 1.5

Business/Finance 1.7 1.5

Education 0.8 1.1

Photos 0.8 1.0

Blogs 0.8 0.9

General News 1.1 0.9

Banking 0.8 0.7

Source: Euromonitor International from ComScore (Media Metrix Worldwide)

ECONOMIC

GDP and Gross Private Domestic Investment ● Since the recession (which started in 2008 and lasted roughly until 2010-11), the

American economy is growing, which can be seen in the following graph showing the Gross Domestic Product (GDP) as well as the Gross Private Domestic Investment.

● The GDP is commonly used as an indicator of the economic health of a country, as well as a country's standard of living and economic growth.43

43  http://www.investopedia.com/terms/g/gdp.asp

● The Gross Private Domestic Investment is the “amount of private business capital which is invested in domestic production either through the purchase of fixed property or inventory. These expenditures account for approximately 15% to 18% of the gross domestic product (GDP) in the US.”44

Inflation ● As the graph shows, the inflation rate is pretty stable (besides during the recession

between 2008-10), usually between 2.0 and 2.5 %. In other words the inflation rate is not a risk factor for when considering business opportunities and investing money due to stable prices.

44http://www.businessdictionary.com/definition/gross-­‐private-­‐domestic-­‐investment-­‐GPDI.html

Recession45 ● According to an economic report, the rise in entrepreneurship seen in the United States during the

recession hit a speed bump in 2012. This is shown in the graph below. ● Reasons for that increase during the recession could be that people started businesses out of

necessity. (rather than because out of entrepreneurial spirit)

POLITICAL46

Problem of financial support ● In the United States, women have the same rights as men and are equal in the eyes

of the law. However, one of the main problems that women entrepreneurs are facing is getting sufficient financial support from banks.

● In the beginning of 1990, studies confirmed that women business owners did not receive equal treatment at financial institutions as their male colleagues did.

● Over one half of women business owners believed that they faced gender discrimination when trying to get a loan at a bank

● Also, venture capital firms appear to show the same favoritism towards men that banks do.

Financial Support for women ● To bring more equity into the capital acquisitions area, the “Small Business

Administration's Women's Prequalification Pilot Loan Program” was established. ○ The program helps women getting loans up to $250,000 to complete their

loan applications, and it also provides an SBA guarantee for repayment of their loans.

○ This program can help Unleashed since it gives its customers the financial support, freedom and the opportunity to get their business started

45 http://money.cnn.com/2012/03/19/smallbusiness/entrepreneurs/ 46 http://definitions.uslegal.com/w/women-­‐entrepreneurs/

Procurement ● Another sector in which women entrepreneurs have been disadvantaged is

procurement, or the selling of their goods and services to city, state, and federal governments.

● In the past, less than 5 percent of the women-owned firms in the United States were certified to do business with their state government.

● Only 1.5 percent of the billions of dollars in federal contracts went to women-owned firms.

New Regulations & Solutions ● Some efforts have been undertaken to rectify this situation. “If a company is 51

percent owned and controlled by a woman, it can obtain certification and bid on government contracts.”

● Many government agencies at the state and federal levels have created set-aside programs that help women entrepreneurs in the bidding process.

Support for Women Entrepreneurs ● The “Small Business Administration Office of Women's Business Ownership”

created a "Low-Doc" loan program that makes it easier for women entrepreneurs to obtain SBA financing.

● “Small Business Development Centers” (SBDC) are also co-sponsored by the SBA and operate in every state to help women financially.” (They offer free and confidential counseling to anyone interested in starting a small business.)

● Many states have a “Women's Business Advocate” to promote women entrepreneurs within the state. These advocates are represented by an organization called the “National Association of Women Business Advocates”.

● A number of trade associations also represent women entrepreneurs, for example the “National Association of Women Business Owners” is the largest group throughout the country.

● The “American Business Women's Association” provides leadership, networking, and educational support.

● The “National Association of Female Executives” makes women aware of the need to plan for career and financial success.

SWOT Analysis STRENGTHS

● Unique membership program ● Products give a more concrete plan of action rather than sending inspirational

messages. ● Focus on educational resources for a female entrepreneur. ● Offer online business coaching, branding and resources such as cash flow

projections worksheets and social media planning guides. ● Provide an opportunity for members to connect on a private facebook group. ● Members are given access to an online professional network where they can

communicate to one another, as well as promote and sell their products. ● Members are given private “office hours” with consultants.

● Team has an extensive social media background. ● Their team exudes professionalism while providing a fun-loving environment that

encourages positivity and personal growth. ● Offer the Academy is only once a year (September-October) to motivate

customers to subscribe. ● Provide educational workshops in a free with occasional “freebie” product offer

and a membership for $39/month for unlimited access.

WEAKNESSES ● Because UnleaSHEd business is still in the development stage, these are the key

issues that they are having at this point: ○ Business is primarily online. It will be their first time starting and running

an online business, which will require some getting used to. ○ Unclear idea of what market looks like and how to enter it. ○ Business is in a very vulnerable position as of now. Still have a lot of

things to figure out and have not began running the business. ● Some weaknesses they might encounter down the road include:

○ Small staff. Staff members are busy with other projects so juggling those along with UnleaSHEd will be a balancing act.

○ Networking aspect of business is completely reliant on how widely known and utilized their service is.

○ Getting a start in Minnesota could be a weakness because it is a less entrepreneurial area (according to http://www.entrepreneur.com/sbe/women/)

OPPORTUNITIES ● The GDP is growing which is important for both Unleashed and their customers

(women entrepreneurs) since both of them are going to invest money. ○ A growing economy can make it easier for Unleashed to attract women

entrepreneurs since a growing economy offers more opportunities and a positive future perspective.

○ Women entrepreneurs might have more trust into a growing economy which makes them more likely to take the risk of open up their own business and investing money.

● The drop in business creation by men opens up a great opportunity for women to open up a business.

THREATS

● The competition is really strong and very well established in the business of online entrepreneurship for women ○ They offer a graduation program as well as they are internationally known

(strong known brand name ) ○ That means that the competitor companies have already established a

huge customer base which makes it more difficult for Unleashed to establish their business.

○ They have more capital/money to advertise and stay competitive in the market

● According to the “Kauffman Index of Entrepreneurial Activity” the number of new entrepreneurs is slightly declining since 2012 ○ A reason for that could be that those people who open up a business out of

necessity during the recession are going back to wage and salary work. ○ That means: less potential customers nonetheless the economy is growing.

UnleaSHEd’s Competitive Advantage ● UnleaSHEd’s tools and services are for all women, regardless of education level

or economic status. Because many users of UnleaSHEd will have had several jobs and/or even a career before they start using UnleaSHEd, potential members should be communicated to about how this program will finally give them freedom, the tools they need to be successful, and help them achieve their dreams.

● UnleaSHEd is created by two female entrepreneurs who are experts at business and have a lot of experience in building and marketing a business. This makes them a credible institution offering expertise and resources to real women by real women.

● Emphasis should be made on a simple,“no-bull,” “one-stop” approach to resources. Members should feel as though they are gaining the practical and usable tools they need to be successful, nothing extra (unlike competitors). They will present informational resources in an engaging, convenient, and synergistic way. In the words of the leaders, there will be an emphasis on education rather than inspiration.

● Competitors market their product using “aspirational marketing,” appealing to potential customers’ emotions. The competitors present their product in such a way as to make the potential customer feel as though they are not good enough on their own, but that they need their product to be adequate.

● Competitors market and brand their product in a flashy and gaudy way (example: Marie Forleo). UnleaSHEd is interested in marketing themselves in a similar way as the Dove “Real Beauty” campaign (i.e. real business tools for real women). Their “gimmick-free”, “no-bull” approach will be attractive to ambitious women who want to put in real work to become successful.

● Finally, UnleaSHEd is interested in focusing on helping members network, which isn’t always done, or done effectively amongst competitors.

STP Analysis Segmentation

GENERATION X FEMALE ENTREPRENEURS Identifiable47 ● Born between 1965-1976 (ages 39-50)

47 Grewal Levy Marketing, Fourth Edition.

● First generation of latchkey children, meaning that they grew up with two working parents

● Developed shopping savvy at a young age so they are very knowledgeable about products

Substantial32 ● Represent approximately 41 million Americans

Reachable ● They are very protective of their children, so a way to advertise entrepreneurship

is by promoting individual creation of financial security for their family.32 ● The middle aged cohort has high levels of internet usage to save money on

purchasing rates. ● Generation X people value time, thus they desire flexible working hours, working

part time, freelancing, or setting up their own business. ● One of the best ways to reach women ages 45 and older is the Internet because

they record the highest reach and heaviest usage. They especially utilize email. Responsive ● This generation is much more cynical than others, thus they demand convenience

and are rarely convinced by advertising claims.32 ● Gen Xers are described as a very individualistic generation who want to get the

trappings of their success.48 ● These women are often dissatisfied with their superiors, so they are motivated to

become their own boss.49 ● More Gen X women are striving to start a career outside the home and are

becoming a key market in creating small businesses.5051 ● Gen X women are looking for thrifty ways to pursue higher education.

Profitable32 ● They are unlikely to enjoy as great of economic prosperity as their parents did. ● Possess considerable spending power because they tend to get married and buy

houses later in life. ● Midlifers are very concerned about financial constraints.

MILLENNIALS Identifiable32 ● Born between 1977 and 2000 (ages 15-38) ● Vary the most in range, from teenages to adults with their own families. ● Many of these individuals are just starting to enter the workforce. ● Strong emphasis on balancing work and life, so they want to have a job that

supports their particular lifestyle. ● Very ambitious, optimistic, and dedicated to their work.

48http://www.forbes.com/sites/robasghar/2014/01/14/gen-x-is-from-mars-gen-y-is-from-venus-a-primer-on-how-to-motivate-a-millennial/ 49http://www.go4funding.com/Articles/Entrepreneur/Some-Facts-About-Women-Entrepreneurs.aspx 50 "Female Breadwinners: How the Rise in Working Women Is Influencing Spending Patterns." Euromonitor Passport. Euromonitor International (2011): n. pag. Web. 23 Mar. 2015. 51 “Midlife Women: Embracing Power and Avoiding Invisibility in Global Consumer Markets.” Euromonitor Passport. Euromonitor International (2013): n. pag. Web. 23 Mar. 2015.

● Millennials focus on making meaning.52 Substantial53 ● 60 million members in the United States.

Reachable ● Much of this age group has never lived without access to the Internet or cell

phones, so technology is a great way to reach millennials.33 ● These individuals enjoy music and entertainment, thus those are popular ways to

advertise to this generation.33 ● Millennials notice and appreciate designs, so making a website and

advertisements visually appealing is a strategy to attract Millennials.54 Responsive ● Millennial women are known for having high expectations of the quality of their

work, as well as high hopes for what they’ll be paid.55 ● The Millennial generation is known for demanding career fulfillment and

achieving it. Many Millennials are responsible for creating new products and services that have changed our world.56

● The Millennial has been raised in an environment in which she is encourage to engage and question authority.57

Profitable ● Millennials are in the age of their professional stride, thus they are a key target

audience for all marketers.58 THE MIDDLE CLASS Identifiable ● Income level between 32,500 and 100,000 annually.59 ● Upper end of this class tends to be well educated, hold post-secondary degrees

and have high-paying, white-collar positions.52 ● Lower end of this class tend to not have the degrees necessary to advance into

higher-earning positions and are lower-level, white-collar workers.60 ● They are most likely home and automobile owners.61 ● They most likely have health insurance and retirement plans.54

Substantial ● Vast majority of the American population. ● 48% of adults ages 30 to 64 identify as being in the middle class.62

52http://www.forbes.com/sites/robasghar/2014/01/14/gen-x-is-from-mars-gen-y-is-from-venus-a-primer-on-how-to-motivate-a-millennial/ 53 Grewal Levy Marketing, Fourth Edition. 54 http://www.forbes.com/sites/bridgetbrennan/2013/11/12/three-strategies-for-marketing-to-millennial-women/ 55 http://www.womenpoweringbusiness.com/millennial-women-a-force-to-be-reckoned-with/ 56 http://www.forbes.com/sites/bridgetbrennan/2013/11/12/three-strategies-for-marketing-to-millennial-women/ 57http://www.forbes.com/sites/robasghar/2014/01/14/gen-x-is-from-mars-gen-y-is-from-venus-a-primer-on-how-to- motivate-a-millennial/ 58 http://www.womenpoweringbusiness.com/millennial-women-a-force-to-be-reckoned-with/ 59 http://www.investopedia.com/financial-edge/0912/which-income-class-are-you.aspx 60 http://www.investopedia.com/financial-edge/0912/which-income-class-are-you.aspx 61 http://www.investopedia.com/articles/pf/10/middle-class.asp 62 http://www.pewsocialtrends.org/2012/08/22/chapter-2-middle-class-demographics/

● A higher share of women (53%) than men (46%) place themselves in the middle class.56

Reachable ● Middle class members are reached best via Facebook, LinkedIn, and Twitter.63

Social Networking by the Numbers

Users with household income above $75,000 Facebook -- 41.74 percent MySpace -- 32.38 percent LinkedIn -- 58.35 percent Twitter -- 43.34 percent

Users with household income under $50,000 Facebook -- 28.42 percent MySpace -- 37.13 percent LinkedIn -- 17.34 percent Twitter -- 28.36 percent

Female users Facebook -- 56.33 percent MySpace -- 56.69 percent LinkedIn -- 48.11percent Twitter -- 53.59 percent

63 http://www.cnn.com/2009/TECH/science/10/13/social.networking.class/index.html?iref=24hours

Users aged 18 to 24 Facebook -- 10.27 percent MySpace -- 15.46 percent LinkedIn -- 3.99 percent Twitter -- 9.51percent

Users aged 35 to 49 Facebook -- 31.54 percent MySpace -- 29.09 percent LinkedIn -- 43.64 percent Twitter -- 34.02 percent

Source: The Nielsen Co. Responsive ● They have obtained freedom and stability in their life, thus making them capable

of starting their own business. ● They are well established and have a good idea of what ventures they want to

pursue in life. Profitable ● Upper middle class individuals are able to devote a much bigger chunk of their

spending to education. ● Consumer spending in the middle class is decreasing, so individuals are looking

for cheaper ways to satisfy their needs.64 ● become their own boss.65 ● More Gen X women are striving to start a career outside the home and are

becoming a key market in creating small businesses.6667 ● Gen X women are looking for thrifty ways to pursue higher education

PSYCHOGRAPHIC68

Identifiable ● Common entrepreneurial characteristics: persuasive, moderate risk taker, flexible,

creative, autonomous, problem solver, need to achieve, imaginative, high locus of control, leadership ability, diligent, displays initiative.

● The self-employed can be classified into four psychographic segments: Exemplars, Generals, Moms and Dads, and Altruists.

64 https://frozenpeafund.com/keeping-track-of-middle-class-spending-in-the-usa/ 65http://www.go4funding.com/Articles/Entrepreneur/Some-Facts-About-Women-Entrepreneurs.aspx 66 "Female Breadwinners: How the Rise in Working Women Is Influencing Spending Patterns." Euromonitor Passport. Euromonitor International (2011): n. pag. Web. 23 Mar. 2015. 67 “Midlife Women: Embracing Power and Avoiding Invisibility in Global Consumer Markets.” Euromonitor Passport. Euromonitor International (2013): n. pag. Web. 23 Mar. 2015. 68 http://digitalcommons.sacredheart.edu/cgi/viewcontent.cgi?article=1044&context=neje

Substantial ● Approximately 30 million self-employed individuals in the United States.

Reachable ● There is heavy Internet usage for this market, suggesting online advertising would

be a good way to connect with these individuals. ● Social media sites such as Facebook, LinkedIn and Twitter are other popular

mediums used by this market. Responsive ● Exemplars will react best to an emphasis on the visionary facet of this segment

and the need to achieve. ● General’s will be influenced by benefits that satisfy their overly developed locus

of control and heroic self-concept. They will not be drastically influenced by emphasizing on the impacts products and services have on their customers or business.

● Mom and Dad’s will be concerned about quality over quantity, the impacts their actions will have on their business and customers, and will put the internal and external stakeholders interests above their own. Also, they are more likely to chose a safer entrepreneurial path.

● Altruists are focused on obtaining products and services that help fulfill their mission statement.

Profitable ● Self-employed individuals have the luxury of reaping the financial benefits of

owning their own business. ● These individuals have the characteristics to start and run a successful business.

Targeting THE GENERATION X WOMAN ● UnleaSHEd should utilize a differentiated targeting strategy to market its services

to Generation X women. These women are between the ages of 39 and 50 years old. They have a solid base of income (somewhere between 32,500 and 100,000 annually) and have a good idea of what they are passionate about in life. Generation X women are very conscious about their spending habits and are very time-poor individuals. Thus, an online education resource like UnleaSHEd is both affordable and convenient for these women. UnleaSHEd will allow women to either start or continue their entrepreneurial business education, while still being a wife and/or a mother. To reach women in this cohort, UnleaSHEd must utilize the Internet and social media sites. Email, Twitter, Instagram and Facebook are excellent resources to get in contact with middle class, Generation X women.

Positioning PRODUCT

● UnleaSHEd must focus on communicating a simple message as to how their services will benefit members. Networking and education are important factors that lead to business success. They should stress that these are the two pillars of the UnleaSHEd Business Academy program and members of the program will want to master these two areas.

● Because the United States is a time-poor society and women are struggling to maintain work-life balance, products should be designed and marketed in such a way as to appeal to this busy woman who needs convenience, simplicity, and speed.

● In order to deliver a product that is extremely functional, it must be tailored to the needs of the consumer. UnleaSHEd should consider different membership packages for different levels of business education/experience/expertise.

● UnleaSHEd should consider implementing a loyalty (or rewards) program in which members are rewarded for their use of the Business Academy services over time. They might consider offering bonuses or discounts to members that complete a certain amount of courses, workshops, services, etc. This will act as an incentive to remain a member over a longer period of time.To reach the growing population of spanish speaking community, UnleaSHEd should consider offering their services in Spanish language. There are more than 37 million spanish speakers in the U.S. and it is by far the most spoken non-English language in the country today.69 It is also one of the fastest-growing, with the number of speakers up 233% since 1980.

● They also should consider starting a mobile app that members could download and access content, interact/network with other members, have one-on-one dialogue with UnleaSHEd coaches, etc. It is estimated that there will be more than 196 million smartphone users in the U.S. by the year 2016 (up 134 million since 2010, and expected to be at 220 million in 2018)70. This would allow members to

69 http://www.pewresearch.org/fact-tank/2013/09/05/what-is-the-future-of-spanish-in-the-united-states/ 70 http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/

access content in an even more convenient fashion as well as interacting with other members in their “network” much simpler.

PRICE

UnleaSHEd will offer two different types of program options. First option: ● The first option is free with occasional “freebie” product offers. ● However, customers can join only one time a year, most likely in September and

October, and will have limited access to the website. Second option: ● The second option is a program that users can pay $39/month to become a

member of. ● This option offers many more capabilities like unlimited access to the resources

and workshops, the capability to network on the website, and one-on-one coaching services.

PLACE

● Purchase of membership and distribution of UnleaSHEd educational material will be facilitated through their website, which will hopefully be launched in June of 2015.

● Generation X women record the highest reach and heaviest usage of the internet with special emphasis on email. It is beneficial for UnleaSHEd to contact its members through social media, email, as well as by phone. ○ Thought Sharing Sites

■ Blog: include personal stories of leaders of UnleaSHEd and testimonies of members who have succeeded in business with the help of UnleaSHEd.

■ UnleaSHEd Business Academy Website PROMOTION

Main network platforms: Facebook and Twitter71 72 73 The main focus for increasing UnleaSHEd’s social media web presence should relay on Facebook and Twitter, since these two platforms are most commonly used within UnleaSHEd’s target group. ● As soon as UnleaSHEd is launched and they have their first members signed up,

they should get them connected in the social web activity by sending out invitation e-mails to them to join UnleaSHEd on Facebook and Twitter. The e-mail should include links to their Facebook group and page as well to their Twitter account and Megan and Tami’s LinkedIN profiles.

● Create incentives, such as a special category with special information and worksheets which is just accessible for all customers who joined the UnleaSHEd Facebook group and who follows them on Twitter.

71 http://www.iandavidchapman.com/facebook-groups-10-steps-to-make-your-facebook-group-go-viral/ 72 http://www.webanalyticsworld.net/2007/09/successful-facebook-groups.html 73 http://mashable.com/2015/04/27/startup-start-blogging/

○ Generate web activity from group members by giving incentives for customers connecting, collaborating, and sharing information on the Facebook newsfeed.

● Encourage future Facebook members and Twitter followers by providing a special access to information offers like articles from the entrepreneurs magazine, to send out invitations to their friends and families on Facebook to gain new customers and increase web awareness → word of mouth advertising is very important on Facebook and Twitter because it is easier “to sell” to a friend than to a stranger.

● Make use of the Twitter landing page: The Twitter profile allows UnleaSHEd to link to one website page. UnleaSHEd could link to any part of their business online presence, but one smart idea is to create a special Twitter landing page. A Twitter landing page is a special page on a blog or website that visitors only reach from the UnleaSHEd Twitter profile. ○ The goal of the Twitter landing page should be to provide quick access to

who UnleaSHEd is and what they do. In other words, the Twitter landing page gives UnleaSHEd the opportunity to provide additional information of interest to Twitter users who are looking into their business.

○ For example the landing page form UnleaSHEd could include that they provide a professional network that allows members to market and sell their products on their site as well as they want to help women in gaining the necessary knowledge and tools to make their business a success.

● Create a Twitter communication plan. This plan could focus the UnleaSHEd Twitter conversation on topics designed to draw in potential customers, as well as to publish tweets at the times people are most likely to engage. ○ Potential conversation topics should be around themes which are

interesting for the target group like “what is current economic situation like”or“how can I manage my business and my family at the same time?”or “Do I have the same chances as men to start my own business?”.

○ Good times to publish tweets are in general Saturday and Sunday74. However, from Monday until Thursday between 1pm and 3pm are good times to Tweet as well since most people have their lunch break during that time period75.

○ Nevertheless, some Generation X women might be busy during that time period because they have their children coming home from school and they have to prepare lunch for them.

● UnleaSHEd can add a timeline of their Tweets to their website and blog. Twitter provides widgets which allow them to share a tweet timeline on the UnleaSHEd website and blog. This is a great way to share the Twitter conversations with the website visitors and gain double exposure from the same effort.

● To help making UnleaSHEd opinion leaders in the field of “how to be a successful entrepreneur” blogs and blogging are a crucial part in the promotion strategy.

74 https://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts 75 http://www.entrepreneur.com/article/2335670

○ One reason that makes blogs so attractive for UnleaSHEd is that an individual person can have as much presence as a big brand.

○ The Blog shows the ways in which UNleaSHEd is unique, ( for example: by offering an educational yet affordable opportunity for all women to learn and flourish their business) how they differentiate from others, (for example: UnleaSHEd is more authentic and real than their competitors) and what they have to offer (for example: Megan’s and Tami’s experience in in business development, coaching, and marketing)

○ Blogging is one aspect in UnleaSHEd’s 'personal brand toolkit' that will help their brand equity to develop and thrive. UnleaSHEd could blog about: ■ Personal experience/Skills and knowledge

● Megan’s experience in work in the Northfield Enterprise Center as the executive director.

● Tami’s experience as a social media strategist and as a branding and identity consultant.

■ Issue that are related to the interests from the middle class Generation X women target group such as: how to be successful with children/family.

■ Issues that are related to the current economic and political situation: how will the development in the economy (like a minimum wage) or the political situation (elections) effect entrepreneur activities.

● UnleaSHEd could create informational videos on Youtube to familiarize their potential customers with what UnleaSHEd does, how it works, and what it represents and stands for. They could also focus on educational videos since visualization can help users explore and understand more difficult data. ○ UnleaSHEd can incorporate the videos onto their website to excite and

engage their customers, as well as to reduce bounce rates. ● Utilize Google Adwords to attract more customers, advertise nationally, and reach

the right people at the right time by targeting google users who may be searching for something related to UnleaSHEd. ○ Signing up for Google AdWords is free, however members pay when

someone clicks on their ad to visit their page. ○ Members set their budget, so their costs will vary depending on what

they’re trying to accomplish through advertising.

● All advertisements should be delivered in a simple, gimmick-free way as to accurately reflect UnleaSHEd educational material.

Implementation & Return on Investment Marketing Objectives

● Targeting middle class, Generation X women ● Increase member networking activity ● Generate traffic through national coverage

● Utilize online advertising and social media campaigns ● Create a strong brand through informational videos with a catchy tune ● Market education, convenience, affordability, and effectiveness ● Increase customer loyalty through implementation of rewards program ● Advertise the benefits women will receive through UnleaSHEd, such as education

and networking opportunities Financial Responsibilities and Possibilities UnleaSHEd must be able to cover potential costs such as:

● Website design and maintenance76 ○ Web planning, design and development time → 60 hours and up ○ Continued website maintenance → $500 a year and up (depending on

number/type of updates required)77 ○ Marketing the website online → $750 a month and up

● Advertising → 2-12% of annual sales (at 5%, a $200,000 annual sales projection would mean $10,000 toward advertising)

● App → Cost: $12,000 to $150,00078 (could include maintenance fees that are a percentage, such as 15-20% of start-up cost)79

● Video Production → Cost: $1,000 to $3,000 (could be upwards of $25,000)80 UnleaSHEd hopes to gain revenue through:

● Increasing number of users ● Membership fees ● Purchasing accessory products on the website ● Loyal customers ● National coverage ● Sponsorship from other companies to help grow the business

Return on Investment

Estimated Sales Revenue Conservative estimate: 35 members in the first week of the launch, adding 25 members/month. Membership costs are estimated at $39/month. For the remaining 2015 fiscal year:

June: 35 members * $39 = $1,365 July: 60 members * $39 = $2,340 August: 85 members * $39 = $3,315 September: 110 members * $39 = $4,290 October: 135 members * $39 =$5,265 November: 160 members * $39 = $6,240 December: 185 members * $39 = $7,215

Total Revenue: $30,030

76 http://www.executionists.com/blog/cost-to-build-websites-2014/ 77 http://smallbusiness.chron.com/much-cost-advertise-business-66152.html 78 http://www.infinitemonkeys.mobi/blog/how-much-does-it-cost-to-make-an-app/ 79 http://www.manufacturing.net/articles/2012/07/the-real-cost-of-developing-an-app 80 http://skyworksmarketing.com/tv-commercial-cost/

Estimated Advertising Cost Advertising → 2-12% of annual sales73 Advertising Cost Range: $600.60 - $3,603.60

Return on Investment ($30,030 - $3,000) / $3,000 = 9.01

Key Success Factors

Crafting of brand identity and competitive advantage ● Creating a unique brand (entrepreneurial guidance and education for real women

by real women), differentiating themselves from their competitors, and becoming identifiable throughout the nation.

Capitalizing on their key target market ● Not limited to, but focusing their services towards Generation X women in the

United States, while meeting their specific needs and aspired goals. Achieving awareness resulting in rapid growth ● Capitalizing on advertising nationwide through multiple advertising mediums to

ensure a growing and diverse audience that is profitable System efficiency and effectivity ● UnleaSHEd must create a course that is easy to understand, efficient, and

comprehensive. To make sure the course is completing what it has set out to do, they must observe the effects the course has on members’ professional careers. This can be done by asking members to complete surveys, exit interviews, and regular check-ups with members as they utilize UnleaSHEd services.

Financial stability ● Maintaining growth in revenue as company matures. This may include

increasing number of members, keeping administrative costs low, detailed records of financial activity, reach out to “graduates” from the program for donations, sell advertising on their website.

Valuing the success and empowerment of women ● It is imperative that UnleaSHEd focus on how to meet the specific needs of

women who are aspiring to be entrepreneurs. They must recognize that women have been underrepresented in business in the past and that an appeal to this lack of representation will lead to the empowerment of women in America.

Implementation Plan

PRELAUNCH ● End of May 2015:

○ Finalize mission statement. ○ Start social media accounts (Facebook, Twitter, Instagram, etc.). ○ Confirm that the website is functioning properly. ○ Make final edits to content and design of website to further

reinforce the message and brand. INITIAL LAUNCH ● June 2015:

○ Launch UnleaSHEd Business Academy website. ○ Promote launch by posting advertisements on social media

accounts.

○ Begin regularly posting on social media (Facebook, Twitter and LinkedIn), media-sharing (Youtube and Instagram) and thought-sharing sites (UnleaSHEd website and blog) to clearly communicate UnleaSHEd’s message addressing the benefits members will gain from the Business Academy.

● July-August 2015 ○ Begin development of a short informational video to post on

Youtube and on website to promote awareness. ○ Sign up for a membership to Google AdWords to increase

successful online advertisements. ● September 2015

○ Release short promotional video. ○ Provide a special or discounted rate such as a free month of the

membership to individuals who join the Facebook group, write one post (introducing themselves, who they are, and what they are doing) and follow UnleaSHEd on Twitter. This and the video will help increase enrollment in the “back to school” season.

POST LAUNCH ● June-December 2015

○ As members join, notify them of program offerings such as, courses, worksheets, networking opportunities, reward programs, etc.

○ Continue contacting members through social media, email, and on the phone to increase customer satisfaction.

○ Manage all social media accounts -- create weekly posts to engage customers and inform them about new services.

● December 2015 ○ Consider creating a high quality promotional video that could be

shown on national television. ○ Consider advertising nationally to reach a wider and more diverse

audience. ○ Increase budget on Google AdWords account to increase website

hits. ○ Promote UnleaSHEd by having specials or discounted rates on

holidays such as New Year’s or Valentine’s Day ○ Consider implementing Rewards Program. ○ Consider development of products geared towards a spanish

speaking demographic. ○ Consider creating a mobile app with UnleaSHEd’s website

capabilities.