Hi everyone! If you liked this, please check out more of my work at https://www.behance.net/gloriacondy For my SOCS 4th year class at Emily Carr University, we were asked to create a business plan for ourselves following our graduation. This is my business marketing plan for 2019-2025. Thanks for checking it out! Table of Contents Executive Summary - 05 Summary Business Overview - 06 Introduction Products and Services Value Proposition Corporate Social Responsibility Situational Analysis - 10 Introduction & USP Target Market Situation Competitor Situation Job Qualifications S.W.O.T Analysis Marketing Strategy - 14 Mission Finances - 16 Objectives Pricing Financial Goals Marketing Goals - 19 Summary One Year Goals Five Year Action Plan Action Plan Breakdown Visual Identity Planning Gozinto Chart GANNT Budget

1. BUSINESS
MARKETING
PLAN
Gloria Condy

3. TABLE OF
CONTENTS
Executive Summary
Summary
01
1.1
Business Overview
Introduction
Products and services
Value Proposition
Corporate Social Responsibility
02
2.1
2.2
2.3
2.4
03
3.1
3.2
3.3
3.4
3.5
Situational Analysis
Introduction & USP
Target Market Situation
Competitor Situation
Job Qualifications
S.W.O.T Analysis
04
4.1
Marketing Strategy
Mission
05
5.1
5.2
5.3
Finances
Objectives
Pricing
Financial Goals
06
6.1
6.2
6.3
6.4
6.5
6.6
6.7
6.8
Marketing Goals
Summary
One Year Goals
Five Year Goals
One Year Action Plan
Action Plan Breakdown
Visual Identity Planning
Gozinto Chart
GANNT Budget
05
06
10
14
16
19

4. 4

5. 5
01
EXECUTIVE SUMMARY
1.1 Summary
I’m a freelance Communications Designer and Illustrator. I offer services ranging from
branding to children’s book illustrations. I’m an independent freelancer, so every client that
I get has 100% of my attention. My niche is people, and offering high quality services along
with my complete, undivided attention. This report documents my marketing strategies (both
through technological and real-world approaches), an introduction into my competitors and
my strategy to stay on top of it, my projected earnings, goals for finances within the next five
years, and finally overall goals for the next five years.

6. 6
02
BUSINESS OVERVIEW
Based in Vancouver, BC, Canada, I am a visual communications designer and
illustrator.
2.1 Introduction
Through progressive and challenging studies at Emily Carr University of Art and Design,
I have gained a solid foundation of technical, cultural, ecological, and conceptual design
theory - which has guided me in creating solutions to complex ideas and situations. I use a
combination of illustration, information, typography, and publication design in my practices
to engage the users of my services.
I currently do freelance design work from my home in Vancouver, providing illustration and
branding services for clients in a timely manner.

7. 7
2.2 Products & Services
My multi-versed design background has allowed me to hone my skills within multiple areas
of specialization. The following are the services I currently offer to clients.
Illustrations
While I work predominantly with
creating flat vector illustrations, I’m
happy to design for any medium.
I currently design illustrations for
publications, posters, flyers, music
albums, clothing, and more.
Publications
Whether it be a magazine, a book,
or a comic - I enjoy problem-solving
layout challenges through using
my knowledge of typography,
photography, illustration, and design
principles.
Informative Documents
Print or digital; brochures, posters,
instructional pamphlets - I’m
all about simplifying complex
information to make it easily
accessible and understood by a
variety of users.
Branding
Logo design, advertisements, visual
identities - a successful branded
company can give them a major edge
- and I enjoy developing the designs
that differentiate companies from
their competitors.

8. 8
2.3 Value proposition
An all-round design service catered to your personal needs.
From brand identities to custom graphics, I’ll work with you, collaboratively, to
help shape your ideas into products.
In order to paint a clear, concise picture of the services offered to my client, I have
summarized the essence of my identity through my value proposition. It focuses on
the personal aspect of my design services - that my business isn’t part a huge design
firm - and it allows me to offer more personalized, attentive services to a client.
My value proposition will be listed on my website - featuring three specializations -
illustration, branding, and publication design. There will be a call to action to view
my portfolio and inquire more about my services.

9. 9
2.4 Corporate Social Responsibility
WhileIcreatedmyCSR,Ikeptinmindwhatwasachievableandwhatwasnotwith
a one person business. I took into consideration environmental accountability,
and my relationship with the community in Vancouver. My hope is to spread
ethical accountability with those around me.
I formatted my CSR into 3 subcategories, using language that would be easily
understood by clients and prospective employers.
Ethics
As graphic designers, we have the responsibility of communicating
and informing audiences to make educated choices on the things they
consume. Apart from creating design solutions for clients, we also use
our creative design solutions as an opportunity to contribute to making
our community a better place.
Our Footprint
We choose sustainability, always. We aim to create the smallest
environmental footprint by being environmentally conscious - printing
only on recycled paper and choosing ecological and non-toxic inks for
printed material. Packaging solutions are designed with sustainability in
mind - choosing products that are either non-disposable, or recyclable.
Community Development
We hope to feed the development of a socially aware community.
We work pro-bono alongside companies, charities, and non-profit
organizations, to create campaigns to raise concern on social problems,
and health issues.

10. 10
03
SITUATIONAL ANALYSIS
3.1 Introduction/USP
With four plus years of experience designing, I offer
new and insightful solutions to design challenges in the
industry. As a recent graduate, I currently have the most
up-to-date education on communication design theories
and practices. I grow and develop as the market does,
constantly adapting to new situations and challenges. To
the client - I offer my technical skillset, my creativity, and
my individual, personalized attention.
The following information analyzes the market of my
field, my competitors, determines my target audience, and
determine my strengths, weaknesses, opportunities, and
threats.

11. 11
3.2 Target Market Situation
Asastartingpoint,myidealtargetmarketwouldbesmallbusinessowners,start-
up companies, authors, and creative types looking for visual services located
in Vancouver, BC. They would be in the midst of trying to make their dreams
actualized. As a secondary target, I intend on targeting design studios around
Vancouver, specializing in publication and branding design. As my experience
is limited to small freelance jobs, I would come in as a Junior Graphic Designer
to gain experience and knowledge in the field. I would like to avoid taking on
bigger companies as clients as a freelance designer, and those looking for UI/UX
design services as I lack the hard skills.
3.3 Competitor situation
The competition in the design industry is very strong both locally and
regionally - especially in Vancouver, BC. There are more design school
undergrads and self-taught designers entering the market with each passing
day. There are also competitors on many design for hire sites such as Fiverr,
PeoplePerHour, and Upwork, which offer cheaper rates for slower turnaround
times and less quality work. As these types of marketplaces as well as
competitors grow in size, more people start to narrow their design practices
into niche marketplaces. In order to compete with these businesses, I also have
to move into a niche - which is personalized, attentive service.

12. 12
3.4 Job qualification situation
Upon examining job descriptions at several design firms for the position of a
Junior Graphic Designer, I have come to the conclusion that I meet most, if not
all of the specifications these jobs ask for. However, I’m aware that many other
designers also meet these requirements, so I will need to further improve my
technical skillset and apply for more co-op jobs for experience - to differentiate
myself from the other designers applying.
Commonalities Between Job Posting Requirements
The analysis of the position of Junior Graphic Designer from companies York and
Chapel, Lululemon, SPUD.ca, and Great Canadian Gaming Corporation, led me to
the following findings.
Experience
The average minimum experience in
the design field to apply is 3 years.
Soft Skills
In terms of soft skills, all required
the applier to be able to keep calm
under the pressure of deadlines, work
well collaboratively in a team, and
to be creative, and passionate about
graphic design.
Hard Skills
All of them required proficiency
with Adobe’s Creative Cloud. Basic
knowledge of file formatting, print,
and digital file handling is necessary.
Not all required a background in UI/
UX design and knowledge of coding,
but for some of the advertisements
the skill was a plus. The employee
would need the ability to conduct
market research and follow
trends. Basic editing, writing, and
communication skills.

13. 13
3.5 S.W.O.T analysis
The S.W.O.T analysis provides an outline of my position in the
marketplace. My biggest weakness here is the lack of experience in the
workplace - but I can counter this by building up my portfolio, applying to
design firms, and gaining experience.
Strengths
I have a comprehensive knowledge
of Creative Cloud programs including
InDesign, Illustrator and Photoshop.
I will bring my passion into any project.
I am technology and social media savvy
- I’m aware of the influence it has on its
users and am able to cultivate images
and posts to engage users. I have a post-
graduate degree in Communications
Design - the conceptual knowledge to back
up technical skills.
Weaknesses
I still have an incomplete portfolio and
need to create a variety of different
materials to include.
I have little to no experience designing
outside of school, apart from small
freelance jobs here and there.
I have no experience coding, and do not
know any programming languages. (JAVA,
HTML)
I frequently travel between two cities,
making it difficult to get an in-house job.
Opportunities
My lack of experience and recent
graduation from Emily Carr means I have
the most up-to-date education, haven’t yet
developed any bad habits, and will soak up
any new information like a sponge.
I’m of the millennial era, and have
knowledge of the latest trends in social
media and design.
I have the ability to collaborate with my
peers and friends to create art.
Threats
The design field is extremely competitive
and there are challenges in penetrating
an oversaturated market with cheaper or
more experienced designers.
Other designers have knowledge of coding
and motion graphics which gives them the
edge.

14. 14
04
MARKETING STRATEGY
4.1 Mission
In order to showcase my work to prospective employers and
my target audience, I developed a series of strategies that will
increase my business’s visibility.
I will include a variety of different strategies on different
platforms - including digital and print media.

15. 15
DIGITAL
PRINT
CONNECTIONS
Social Media
I will keep active on my Instagram,
Twitter, Facebook, and Behanced pages,
consistently uploading images of my
work and creating posts that engage
users. I will maintain a distinct aesthetic
based on my target audience.
Guerilla Marketing
A creative marketing campaign involving
innovative business card/flyer/sticker
designs to showcase my brand identity
& creativity.
Word Of Mouth
Make connections with people and leave
positive impressions- there is nothing
more effective than a family or friend’s
recommendation.
Business Card
Creative business cards leave a great
impression on potential clients and
employers, and leaves my brand in their
pocket.
Blog
Cultivate a graphic design blog and
use Pinterest and Reddit to gather an
audience. This blog will include design
tips and tricks, as well as some tutorials
for Adobe Creative Cloud.
Youtube
Actively create content and post
tutorials, DIYS, and other graphic design
related content on Youtube to gain a
following and advertise my business.
Website
I will create an up to date website
featuring my portfolio and other
information about the brand, as well as
contact information to reach me. I will
use S.E.O. to increase my reach.

16. 16
05
FINANCES
5.1 Objective
I need to ensure that my service is adequately priced. As an undergrad with little
experience, I should expect to have lower pricing and have less income than other
experienced competitors.
My budget for supplies and marketing as a recent graduate will also be very low. I
will ensure to include some of these costs within my pricing. As of right now, my
primary concern is gaining exposure and experience whilst ensuring I am properly
compensated for my services. The following pricing is based upon independent
freelance work.

17. 17
INDIRECT COSTS
Creative Cloud Suite
$599.88 per year
Office Equipment, Notebooks,
$550 per year
Studio Space
$6000 per year
Yearly Costs = $7149.88
Indirect costs are the costs I budget for within
my business. This includes the creative cloud
suite, any office equipment including notebooks,
pens, and other drafting materials, and the rental
price of the studio I work at.
5.2 Pricing
DIRECT COSTS
Labour
$50 per hour X 15hr/proj
Materials (Print material)
$100-200 per project
Extra Costs (Licenses, Travel, ETC)
Covered by client (est $150)
Project Est =$1050
Direct costs are the costs I expect the client to
cover within their payment. These include labour
costs, the cost of materials if printing, and any
extra costs should I require external services or
travel. If the average project takes 15 hours to
complete, $1050 is the estimated price.

18. 18
5.3 Financial Goal
Price Projection Chart
As my knowledge of graphic design increases and I grow more confident in my
ablities, I hope to increase my prices by 10 a year for the next three years.
48 Products/Year
15 Hr Projects
Labour Income/
Year
Income Tax &
Indirect Cost
Deduction
Total Revenue
Year 1 @ $50/H
Labour
$36,000
- 7,355 (20.43%)
- 7149.88
$21,495.12
Year 2 @ $60/H
Labour
$43,200
- 9,431 (22.70%)
- 7149.88
$26,619.12
Year 3 @ $70/H
Labour
$50,400
- 11,744 (28.20%)
- 7149.88
$31,506.12
REVENUE
4 Projects Per Month
$4200
Actual Labour Income
$3000
Yearly Revenue (Labour x 12)
$36,000
- 20.43% Income Tax Deduction
- $7149 Yearly Cost Deduction
Adjusted Yearly Revenue = $21,495.12
On the basis that the average project takes 15
hours to complete at $50 hourly + direct costs,
if I complete 12 projects a year I will be making
$21495.12 yearly (minus indirect costs and
taxes).

19. 19
06
MARKETING GOALS
6.1 Summary
The following will include a 1-5 year plan of my goals from the moment I
graduate. This includes my aspirations for a job at a design firm, an eventual
increase in wages, further exploration of different graphic design techniques, and
the honing of my technical skill-set.
In order to visualize these goals, I have included an action plan, breaking down
the goals into smaller, achievable steps.

20. 20
6.2 One year goals
6.3 Five year goals
LEARN CODING
APP/SITE DESIGN
VISUAL IDENTITY
FREELANCE
PORTFOLIO
YOUTUBE
SOCIAL MEDIA
BOOK
JOB
CONNECT
Enroll in coding courses & study HTML and
Javascript on my own time in order to expand
offered services.
Develop and publish mobile apps using Swift and
add website coding to my services.
Develop a visual identity & brand for my services,
along with a website, business cards, and a
personalized email.
Make $100/H as a freelance designer or aim for
100K+ yearly.
Update my portfolio with existing work as well as
create new pieces to showcase in a portfolio online.
Have a following over 5K on a Youtube channel
teaching design.
Create a large following on my Youtube, Instagram,
Facebook, and Behance to showcase work and
advertise my business.
Confront my discomfort with Typography and create
a book on it.
Get a job as a Junior Graphic Designer at a company
specializing in logo design.
Network and develop lasting connections with those
who share a passion in design.

21. 21
KEY
C Coding
VI Visual Identity
P Portfolio
S Social Media
J Job
S1 Step 1, so forth
IP In progress
GC Goal Complete
JANUARY
FEBRUARY
MARCH
APRIL
MAY
6.4 One year Action Plan
2019 Learn to code, Develop Visual Identity, Update
Portfolio, Be more Active on social media, become
Junior Graphic Designer.
Enroll in coding class at ECUAD (S1)
Begin research on logo & brand name design (S1,S2)
Brainstorm list of projects to make (S1)
Browse job market & compare companies (S1)
Create social media accounts, plan for postings (S1)
Brainstorm ideas for applications & apply knowledge (S2)
Finalize logo/brand identity, apply to business cards (S3, S4)
Bring 2 of project ideas to fruition - research (S2, S3)
Gather teacher’s recommendations, apply to jobs (S2, S3)
Begin by posting material once a week to FB, Insta, Youtube (S2)
Bring one of ideas for applications to fruition (S3)
Approach web developer to design website & give needed material (S5)
Create 2 more projects to include in portfolio (S4)
Go to job interviews, get job (S4, S5)
Constistently post, engage with users, plan material (S3)
Study more code languages at home and look into Swift (S4,S5)
Look over website for approval/changes & finish (S6)
Work on 1 project monthly while working at company (S5)
Work at job for one year (S6)
Continue to post consistently, aim for 400 active followers/subs
Study more code languages at home and look into Swift (S4,S5)
Look over website for approval/changes & finish (S6)
Work on 1 project monthly while working at company (S5)
Work at job for one year (S6) (GC)
Continue to post consistently, aim for 400 active followers/subs
C
VI
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J
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22. 22
JUNE
JULY
AUGUST
SEPTEMBER
NOVEMBER
DECEMBER
OCTOBER
Watch tutorials on Swift, take notes, try to design apps (S6)
Update website throughout the year - portfolio, etc
1 project a month - branding
Create/Plan, aim for 450 Subs/Followers
Keep learning code, HTML, Java, Script
2 labour of love mini projects - illustrations
Create/Plan, aim for 500 Subs/Followers
Brainstorm ideas for one app store ready application on Swift
Create 3 hand-drawn illustrations
Get a promotion at work
Track analytics & plan feeds accordingly (550 Followers)
Develop App
1 typography based project
Create E-book to sell on blog (600 Followers)
Find someone to fund App/put on app store
Create updated portfolio using some of pieces created
Host giveaway on social media to boost follower count
Advertise for App store, create website to back it up
Take on small creative freelance jobs to add to portfolio
View analytics, review accounts and work on least successful
Brainstorm for another application
Review website and see if updates necessary
Review portfolio of year, edit/revise old projects
Rate job, check your happiness/stress levels
Plan out material for next year, Aim for 800 followers.
C
VI
P
S
C
P
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C
P
J
S
C
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S
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2020

23. 23
STEP 1
STEP 2
STEP 3
STEP 4
VISUAL IDENTITY Develop a visual identity & brand for my services,
along with a website, business cards, and a
personalized email.
Brainstorm using word maps & other research techniques, layout
all information of services and goals, refine niche market
Research, research, research - gather visual inspiration from
Pinterest, explore other designer’s websites & logos, visual
identities
Determine the mood for the niche and what you like best
Using this information create moodboards of images, colour, and
text
Make many sketches of logos, iterate, then do it a couple more
times
Pick a few favourites
Let an outsider critique your work
Do more research and gather more visual inspiration
Alter iterations, create more iterations
Receive more feedback from said outsider
Pick a few you love
Develop multiple sketches on illustrator
Receive more feedback
Refine, develop a colour scheme
Critique
Refine
Finish
6.5 Action Plan II
For my one year action plan, I broke down each of my goals by achievable steps,
and by months. I created a key so I could use shortcuts in the plan (P.19) and keep
it organized. I have more detailed action plans detailing every step of every goal.
The following is one example of one more specific goal breakdown.

24. 24
VISUAL IDENTITY
BRAND NAME
PRODUCT
FILE FORMAT
RESEARCH RESEARCH
ITERATION
DEVELOP
FORMAT
LINKS
IMAGES
GRAPHICS
TEXT
DEVELOP
TEXT
GRAPHICS
PRINT
VIDEOGRAPHER
LOGO WEBSITE BUSINESS CARD VIDEO
STORYBOARD
GRAPHICS
EDIT
1
1.1 2.1 3.1 4.1 5.1
1.2 2.2 3.2
3.4
4.2 5.2
1.3 2.3
2.4
3.3
3.5
4.3 5.3
5.4
2 3 4 5
6.6 VISUAL IDENTITY PLANNING
I broke down my goal of creating a visual identity for my brand by subcategories,
and further seperated them by more categories. Breaking down my goal allows
me to take necessary steps to make it achievable.
Following the Gozinto chart format, I created a GANNT chart detailing projected
budgets and costs for labour if I were to be payed $40 an hour.
6.7 Gozinto chart

25. 25
The projected budget for a project like this would cost $15,160 total.
ID TASK NAME RESOURCE DAYS HOURS LABOUR/HR TOTAL
1 Brand Name - 5 40 -
1.1 Research Graphic Designer 3 25 $40 $1000
1.2 Product Graphic Designer 1 10 “ ” $400
1.3 File Format Graphic Designer 1 5 “ ” $200
2 Logo - 8 65 - -
2.1 Research Graphic Designer 3 25 $40 $1000
2.2 Iteration Graphic Designer 3 25 “ ” $1000
2.3 Develop Graphic Designer 1 10 “ ” $400
2.4 Format Graphic Designer 1 5 “ ” $200
3 Website - 97 555 - -
3.1 Links Client 2 15 - -
3.2 Images Client 2 15 - -
3.3 Graphics Graphic Designer 1 10 $40 $400
3.4 Text Client 2 15 - $600
3.5 Develop Website Developer 30 80 $55 $4400
4 Business Card - 7 30 - -
4.1 Text Graphic Designer 1 10 $40 $400
4.2 Graphics Graphic Designer 2 15 - -
4.3 Print Printing Company 3 5 - $100
5 Video - 11 83 - -
5.1 Storyboard Graphic Designer 2 10 $40 $400
5.2 Videography Videographer 5 18 $70 $1260
5.3 Graphics Graphic Designer 1 15 $70 $600
5.4 Edit Videographer 3 40 $70 $2800
6.8 GANNT Budget