Business Plan

Executive Summary

Business Strategy

This business began as a photography and tech-support side-hustle from my main position as a food-service professional. I marketed my camera work for individuals, events, and business locations. Working in restaurants, I became well-acquainted with the tangential activities such as web design, copywriting, and general computer maintenance that small businesses require. My business is a sole proprietorship under the name RBAphoto. RBA stands for Robert Bruce Anderson, and photo is short for photography. The name is good enough for my purposes, although probably warrants a revisit.

This business exists to create content for small business, especially food service locations. My vision is to have a few clients who require regular updates to their website, menus, or documents. Customers search for information about food or shopping locations before leaving the house. Having current information increases the likelihood of customers patronizing a store. I have a sincere desire to invigorate small local businesses.

My value is that I have an open schedule and personal dedication to my own brand. I would be on-call for any client at any hour of the day to sort out tech issues. The main offering is photographic content, copywriting, and tech support - on call at all hours. The client receives customized service.

I can offer my skills as a photographer along with all my equipment and editing skills. I can adapt the images to be used in advertising, web content, or social media, etc. I have extensive typesetting and layout skills. I can create physical media such as books, menus, and business cards. I can offer branding packages including logos and stationery. I can offer web design services updating existing sites and creating new ones.

My business will be a sole proprietorship. It is currently unregistered and has no physical address. My immigrant status in Canada is not yet solidified.

My status as a citizen of the United States makes me unique in Kingston. I live in a safe central location near downtown. I have extensive knowledge of the restaurant world, the environmentalism world, and the fine-art world. I can speak confidently with potential clients in any of these areas.

My immediate area is defined as “Lunch at Tims” by the Environics Pryzm search tool, who could be considered one of my key audiences. They are low-medium income but are open to new cultures and ideas. They have a proclivity for bargain hunting. They have a moderate rejection of authority and a fear of technology. They engage in a variety of recreational pastimes, but most notably they have an above-average interest in craftwork – woodworking, knitting, etc. They may have small business needs that I can meet. They may also have side projects that could use product photography or promotional material.

Another audience is the “Striving Startups” who live and work downtown. These are the patrons of bars and restaurants with whom I hope to work. They may be the owners of businesses downtown themselves. These users are younger and more tech-savvy. They will have a greater understanding of the art of graphic design and will appreciate being spoken to as a knowledgeable user. These audiences will be more open to my work as a branding consultant. They are more likely to need my camera skills to capture their business and its property. I am equipped with the proper lenses to capture interior space well.

SWOT Analysis

Marketing Plan

Major industry services are corporate and organizational image services (25% of industry revenue); advertising creative services (25%); website design and development (15%); publication design services (10 percent); and commercial illustration design services (5%). (Kingston Economic Development Corporation)

The official analysis of the Graphic Design industry in Ontario shows this breakdown of service. This is a reassuring assessment of what I already suspected. Image services and advertising make up half of all the work typically offered.

This business will target entry-level, low information graphic design clients. The services are high-quality but targeted at small businesses which are struggling to DIY their design needs. Photography or business card design can be an entry point with new clients that branches out to more work down the line.

The design services I offer can all be accomplished with my own existing equipment. Depending on the nature of the work, my turnaround could be as short as a few days or as long as several weeks for a fully developed photoshoot.

I have worked with DigiGraphics in Kingston for printing needs. Any other suppliers will be found on a case-by-case basis. The majority of my work will be digital.

I have a solid understanding of the English language and above average communication skills. My ability to explain processes and decisions as well as typical technical issues makes me a better choice for most small businesses. I can explain my value without resorting to jargon or deliberate obfuscation.

Costs & Prices

The business offers fully customized service packages that will be priced at fixed rate. The hours will be tracked and related to the customer as needed. Charging on a pure hourly rate is not advisable. The rates will be ‘fixed’ although they will vary depending on the client’s needs. Gaining a new client with potential for future work is more valuable than squeezing every dime out of one job.

The basic approach would utilize the tiered system of fixed rates. Three levels of service are presented with specific limitations and fixed prices. The customer can then comfortably choose the middle option without feeling like a cheapskate. The nature of small businesses means I will be open to adjustments depending on the client’s needs. If a client would like to pay with bartered service, or spread out the expenses over several weeks, then I am open to this.

The RGD Report indicates the low end of reported rates is $20/hr. I will use this as a baseline for work estimates. The rate will rise depending on the difficulty or urgency. Copywriting and editing services run $50/hr even at entry levels. I expect any client seeking these services would be at least willing to pay the minimum rate. Photography work is also reported as being worth $50/hr.

Estimated Sales

Graphic design is a growing industry as more and more businesses find it necessary to have a solid online presence. Conversely, the field is shrinking as more and more DIY options for individuals become available. With a good understanding of these options, I will be able to speak to the frustrations these options have that are not obvious. Completing more than two jobs per week would spread my skills thin. The offer of customized on-call service for clients requires me to limit the number of jobs I take on.

Promotion can be done with face-to-face meetings and with email marketing. Introductory emails with well-designed html content demonstrates my abilities in a subtle way. I have a robust website that has effective SEO to catch local searches. I attend local craft fairs and markets which are full of small businesses with modest branding and photography needs. The cost of this promotion would be about 100$ for a run of business cards. Additional ‘leave-behind’ brochures and cards could add another 100$.

According to the RGD Report, the lowest reported yearly income is $23k. If I can reach this number within three years, I will consider it a great success.

Photographing local events and tagging them appropriately on Instagram is a proven way to demonstrate skill and promote myself. Event coordinators will often encourage audiences to tag their photos in specific ways to help coalesce content.

In the next year I hope to gain at least three clients with regular need for my work. I aim to have all of my operating costs well understood. I will research office space and co-op workspace and consider renting. By three years, I will find opportunities to freelance for other designers. By five years I hope to be close to the $30k/yr line. Growing my business will be done by referrals and word of mouth. I intend to remain a member of RGD, which can guide me towards intelligent decisions.

Production / Operational Plan

The daily operations will begin at nine. I will answer emails and pursue new leads for some time each day. I will keep regular business hours working until five. Family time occurs between five and ten. All time tracking and invoices will be done within Freshbooks, which will enable me to keep whatever records I need.

The business exists in a virtual space. I conduct my business at my home or local cafes. Once I have completed school, I will research office space. It could be advantageous to have a dedicated workspace outside of my home.

As has been established, the costs of running this business are minimal. There is plenty of room for growth and exploration. I am in no need of external funding to be effective. There is an infinite amount of promotional and organizational work that can occupy my time between clients.