1. Big Apple Digital Services
Business Plan
Jessica Deng
Hospitality Tourism & Enterprise Development
HMGT – 4952 – D472
Professor Sonia Heidel
May 18, 2016
2. Business Description:
Big Apple Digital Services is a boutique communications firm that specializes in marketing
and social media services for food, beverage, and restaurant brands.
Our primary goal is to improve our clients’ visibility in the marketplace by building brand
awareness and constant engagement. Our approach to effective marketing incorporates
both traditional and digital elements.
Form of Business Ownership:
Big Apple Digital Services is a limited liability company.
Big Apple Digital Services also partners with restaurants, cafes, desserts, and coffee shops to
promote their brand to a targeted, social media savvy audience.
Ideal Customers:
Restaurants (opened for 6+ months)
o All cuisines
o Must be in Brooklyn, Manhattan, or Queens
o Sister restaurants – acceptable
o No take-out or fast food restaurants
Cafes, Desserts, Coffee Shops (opened for 6+ months)
o Must be in Brooklyn, Manhattan, or Queens
o Sister shops - acceptable
Our Advantages:
From traditional marketing to e-mail marketing, search engine optimization to online
advertising and all the digital marketing between, Big Apple Digital Services offers a
complete line-up of premium online marketing services. With consistent collaboration, we
treat our clients as part of the Big Apple Digital Services family, committed to your future
business success.
Ethical Issues:
It is the policy of Big Apple Digital Service to provide our Code of Ethics which will serve as a
guide to proper business conduct for all employees. We expect all employees to observe
the highest standards of ethics and integrity in their conduct.
This means following a basic code of ethical behavior that includes the following:
1. RESPECT AND PROMOTE DIVERSITY
3. We must all work to create a positive and diverse workplace that is free from discrimination
and harassment.
By working for Big Apple Digital Services, we have made a commitment to treating each
other fairly and with respect. This means we must not make any employment-related
decisions based upon a person’s race, color, gender, national origin, age, religion,
citizenship status, disability, medical condition, sexual orientation, gender identity, veteran
status, marital status or any other basis protected by law. We must also ensure that our
workplace is free from harassment. While the definitions of harassment and sexual
harassment may vary from one country to another, at our company harassment includes
any unwelcome conduct that has the purpose or effect of creating an intimidating,
offensive or hostile work environment. It can take many forms, including physical actions,
spoken and written remarks, and videos or pictures. Sexual harassment can include
unwelcome sexual advances, requests for sexual favors or other physical or verbal conduct
of a sexual nature. Regardless of the form it takes, harassment negatively affects individual
work performance and our workplace as a whole, and it will not be tolerated. If you
experience or become aware of any act of discrimination or harassment, you have a duty
to report it.
2. SAFEGUARDING COMPANY & CLIENT INFORMATION
Safeguarding the company and non-public client information is the responsibility of every
employee and we all share a common interest in making sure it is not improperly or
accidentally disclosed. Any employee found to be disclosing confidential business with
competitors or anyone who does not work for us or with us may be subject to disciplinary
measure up to and including discharge of employment. Employees’ obligation to maintain
the confidentiality of Big Apple Digital Services and our client’s non-public information
continues throughout the employment and after the termination of employment.
3. WORKPLACE VIOLENCE
Big Apple Digital Services will not tolerate any threatening, hostile or abusive behavior in
the workplace, while operating company vehicles or on company business, or by any
persons on company property, and will take immediate and appropriate action against
offenders, up to and including termination of employment and referral for criminal
prosecution. Nor will Big Apple Digital Services tolerate threatening, hostile or abusive
conduct directed at employees or clients by Big Apple Digital Services personnel at any
time or place. Damage to property is also prohibited. Unless local law expressly permits
possession of a weapon in a locked personal vehicle on company property, you may not
possess or use any weapon or any component of a weapon (e.g. ammunition) on
company property. You must report any instance of violence, hostile behavior or possession
of weapons on company property to your supervisor immediately. In cases of imminent
danger, you should contact 911 or local law enforcement first, and then contact Security.
Domestic violence can also adversely affect workplace safety. If you are the victim of such
violence, you should notify the police and Security of any person who may affect your
safety or the safety of your fellow employees.
Social Responsibility:
4. Big Apple Digital Services Commitment to Corporate Social Responsibility
We strive to be recognized as a company that responsibly server our clients, vendors,
employees, communities, business partners, and the interests of our planet.
Our priorities:
Our Clients
We are passionate about offering our clients the best and highest level of service that they
will enjoy, giving them the best results, and providing them the best experience possible.
Our Planet
We recognize that everything we do has an impact on the environment. From the materials
we use, the way we construct and operate our business, we are committed to adopting
better, more sustainable approaches whenever possible.
Our People
From our employees and vendors who ship our supplies and materials, we strongly believe in
treating everyone with respect and fairness so they are empowered to reach their goals.
Mission Statement:
Big Apple Digital Services is a team of skilled and experienced professionals all holding key
positions in the organization and committed to providing the highest level of service. Our
strength and values are in our people and the relationships we cultivate. Commitment to
hard work, communication, responsibility, and loyalty allows us to grow and share in the
success of our clients.
Business Goals:
1. Assist our clients in improving their visibility in the hospitality industry by building brand
awareness and constant engagement.
2. Build and create valuable and long-lasting relationships and networks with our clients and
individuals in the hospitality and social media field.
3. Create and share valuable content for our clients and our network and maximize all
marketing efforts to ensure that customers will return to their establishments and have a
positive experience.
SWOT Analysis:
Strengths
5. CEO/Senior Marketing Manager - Big Apple Digital Services has over 6+ years in
social media marketing, content creation, management, and execution
Chief of Marketing also has over 10+ years of blogging experience from using
WordPress, Tumblr, Xanga (now known as Xanga 2.0), and Blogger
Strong network and connections with restaurants, cafes, dessert and coffee shops
via food blog, Yelp, and social networks
Team equipped with strong knowledge of social media, SEO, print marketing, and
design
Office is located one of the biggest and busiest retail corridors of Midtown
Weaknesses
Small team (8-10 employees)
Located in a small office with limited space
Opportunities
Opportunity to build and create valuable business relationships with restaurants,
cafes, dessert and coffee shops
Networking opportunity
Gain knowledge of Midtown Manhattan and surrounding businesses in and outside
of the office
Gain extra knowledge about social media, digital, traditional, and print marketing
Attend industry, blogging, and social media events or conferences
Threats
Competitors are also located in Manhattan and have been in business for over 5+
years
No visible frontage of our company
Management:
I. CEO/Senior Marketing Manager – Jessica Deng
II. Administrative
a. Accountant - Suzanne Xu
b. Human Resources/Office Manager – Christina Mei
III. Marketing
a. Graphic & Web Design – Colleen Deng (Part-Time)
b. Social Media & Content Editor – Diane Alburo
c. E-mail Marketing – Faye Huang (Part-Time)
IV. Social Media Consultants
a. William Cheng
b. Jimmy Lu
6. c. Jason Chan
Organizational Chart:
CEO/SeniorMarketingManager
JessicaDeng
Marketing
Web & Graphic Designer
Colleen Deng
E-mail Marketing Associate
Faye Huang
Social Media & Content
Editor
Diane Albuo
Administrative
Accountant
Suzanne Xu
Human Resource/Office
Manager
Christina Mei
Consultants
William Cheng
Jason Chan
Jimmy Lu
8. Raw Materials and Supplies:
10 desks
10 chairs
6 desktops with keyboards, speakers, and mouse
4 laptops
12 pack of legal notepads
3 packs of black pens
3 packs of blue pens
3 (10 packs of post-it’s)
4 external hard drives
9 sets of personalized business cards
Company Brochures
File Folders
Label maker
500 thank you note cards
Quality Assurance:
To ensure that the marketing team and consultants of Big Apple Digital Services are
delivering the highest quality of service to our clients, the following will be enforced:
I. Training
a. Digital Marketing
i. All members and consultants will be required to attend 4 social media
conferences/events throughout each year for networking
opportunities and for an opportunity to learn about new trends, social
media platforms, and etc.
b. Weekly Meetings
i. All members and consultants will have weekly meeting with the Chief
of Marketing to discuss their progress, client requests, and any issues
going on in the company.
c. Monthly Meetings
i. At the end of each month, the marketing team and consultants will sit
with Chief of Marketing to review marketing progress and clients we
have signed on with our company and new/relevant information to
share.
II. Presentations
a. Consultants can have the opportunity to invite Chief of Marketing with them
to presentations with potential clients for further assistance and better
marketing,
Corporate Culture:
9. Our company is voted as one of the best digital services places to work with in New York
City. Our company culture is one that is flat, open, and creative. A flat organization is where
are no (or very few) levels of management in between staff and executives. We offer robust
perks, including flexible vacations, an attractive office space, monthly birthday
celebrations, and periodic guest speakers.
Leadership Philosophy:
Our philosophy is basic and it is to provide the best level of leadership possible to every staff
and client we encounter. We believe in treating our staff with respect and courtesy. Big
Apple Digital Services will work above and beyond to exceed the expectations of our
clients and the organizations we support.
Job Descriptions & Specifications:
Senior Marketing Manager/CEO
Job Description
Responsible for Big Apple Digital Services marketing and activities within the
marketing department
Developing the marketing strategy for the company in line with the company goals
Coordinating marketing campaigns and sales activities
Overseeing the company’s marketing budget with Accountant
Planning and implementing promotional campaigns
Manage and improve lead generation campaigns, measuring results
Maintain effective internal communications to ensure that all relevant company
functions are kept informed of marketing objectives
Overall responsibility of brand management and corporate identity
Attending trade shows, conferences, and sales meetings
Skills
5-10 years of marketing experience
Knowledge of SEO, SEM, Constant Contact, Social Media Platforms (Facebook,
Twitter, LinkedIn, Instagram, Yelp, Pinterest, YouTube and etc.)
Bachelor’s degree in marketing, management, business management or related
fields
Highly organized and ability to work under pressure and deadlines
Strong effective communicator
Familiarity with Blogger and WordPress
Accountant
Job Description
Prepare, examine, and analyzes accounting records, financial statements, and other
financial reports to assess accuracy, completeness, and conformance to reporting
and procedural standards
Computes taxes owed and prepare tax returns, ensuring compliance with payment
reporting and other tax requirements
10. Analyzes business operations, trends, costs, financial commitments, and obligations
to project future revenues and expenses or to provide advice
Develop, maintain, and analyze budgets, preparing periodic reports that compare
budgeted costs to actual costs
Verify, allocate, post and reconcile transactions
Review and recommend modifications to accounting systems and procedures
Skills
Master’s in Accounting, Finance, or relevant degree
Accuracy and attention to detail
Experience with creating financial statements
Awareness of business trends
8-10 years of accounting experience
Thorough knowledge of accounting procedures and principles
Detail-oriented
Strong communicator
Office/Human Resources Manager
Job Description
Maintains historical human resource records by designing a filing and retrieval
system; keeping past and current records.
Serves as the point person for maintenance, mailing, supplies, equipment, bills and
errands.
Administer compensation, benefits and performance management systems, and
safety and recreation programs.
Provide current and prospective employees about policies, job duties, working
conditions, wages, and opportunities for promotion and employee benefits.
Monitor scheduled absences such as holidays or travel and coordinate actions to
ensure the staff absence has been adequately covered off to ensure continuity of
services.
Develop and implement a human resources plan and personnel management
policies and procedures
Schedule, organize, and participate in applicant interviews
Prepare, develop and implement procedures and policies on staff recruitment
Maintains office services by organizing office operations and procedures; preparing
payroll; controlling correspondence; designing filing systems; reviewing and
approving supply requisitions; assigning and monitoring clerical functions.
Skills
3-5 years of office management, human resources, and administrative experience
Attention to detail and problem solving skills
Strong organizational and planning skills
Excellent time management skills and ability to multi-task and prioritize assignments
Excellent written and verbal communication skills
Proficiency in MS Office, Outlook, Zenefits (HR management software)
Web & Graphic Designer (Part-Time)
Job Description
11. Design and layout of electronic and print materials for Big Apple Digital Services’
and client material (logos, newsletters, images, brochures, business cards, menu,
social media images, e-mail blasts, and etc.)
Carrying design and web projects from concept to completion while adhering to
the company and client standards.
Maintaining and enhancing websites by adding and improving design and
interactive features.
Photo re-touching for images
Maintaining existing and create new digital style guides
Follow a strategic design process to understand target audiences, utilize available
metrics, develop wireframes, and select color palettes
Edit website content using a content management system
Skills
Bachelor’s Degree in Web Design, Graphic Design or a related field
Minimum of one-year web design experience
Strong graphic design skills related to web design (typography, color palettes,
responsive layouts)
MUST have excellent knowledge of Photoshop, InDesign, and Illustrator
Strong knowledge of HTML and CSS
Strong collaboration, leadership, and communication skills to work on a close-knit
team
Ability to work in a fast-paced environment and prioritize daily tasks
Mac-Literate
*Please note: This is a part-time paid position with room for advancement in the company.
The ideal candidate will be working 2-3 days from 9AM-5PM and will be paid an hourly rate
– based on experience*
Social Media and Content Editor
Job Description
Content-Related:
Overseeing content creation and social media activities for Big Apple Digital
Services
Must be a polished strategic writer and editor who can create content that
increases audience and client engagement, creates brand awareness and
improves client loyalty
Create and develop content (blog posts, company brochure, social media posts,
marketing e-mails, and etc.)
Check all content for consistency, accuracy, and overall quality assurance
Ensure content reflects the company in terms of tone, style, and grammar
Create, prioritize, and manage photography and assets for web content
Work across departments to communicate content needs and ensure assets are
being gathered in a timely manner to meet deadlines
Social Media related:
12. Update and maintain Big Apple Digital Services presence on social media platforms,
primarily: Facebook, Twitter, Pinterest, Instagram, YouTube, LinkedIn, and Yelp
Stay up-to-date with the latest industry trends, content performance metrics, and
client challenges in order to build a more effective editorial calendar
Monitoring various online resources (i.e., social sites, blogs, media website, etc.) to
identify opportunities for audience engagement and marketing ideas
Build and execute social media strategy through competitive research, platform
determination, benchmarking, messaging and audience identification
Create editorial calendars and syndication schedules
Skills
2-5 years of social media marketing experience personally and/or professionally
Excellent consulting, writing, editing (photo/video/text), presentation and
communication skills
Adequate knowledge of web development and SEO
Fluent in English
Knowledge of online marketing and good understanding of major marketing
channels
Positive attitude, detail and customer/client oriented with good multi-tasking and
organizational ability
Email Marketing Associate (Part-Time)
Job Description
Oversees that all e-mail and direct mail marketing initiatives are planned out,
executed on time, and in accordance with business goals and established metrics
Maintain e-mail calendar, including changes to schedule
Ensure that all lists are delivered on time and accurately
Manage requests for custom e-mail projects and helping to gather business
requirements
Responsible for the tracking and optimization of e-mail campaign performance and
revenue
Responsible for all campaign planning and management, driving e-mail strategy,
sharing results, forecasting and tracking
Work with marketing team including CEO, clients and to edit plan, create, and
execute e-mails
Skills
B.A./B.S. in corporate communications, business communication, or marketing –
related field
Excellent verbal and written communication skills
Must have 2-5 years of e-mail marketing experience
Ability to work well with others and take direction
Ability to meet deadlines
Proactive, creative, and detail-oriented
General research skills
*Please note: This is a part-time paid position. The ideal candidate will be working 3 days a
week with an hourly rate – based on experience.*
13. Social Media Consultants
Job Description
Provide hands-on daily management of our client’s social media channels and
blogging platform
Monitor news and social conversation about our client’s and their establishments
Consult and coordinate with the establishments campaigns, executing social media
strategy for achieving goals
Monitor comments and respond to clients and audiences of the community
Create monthly reports tracking materials, posted, reach, and gross impressions,
engagement rates, etc. with insights for how to adjust content mix, tone, and
scheduling to improve social media performance over time
Identify strategic marketing opportunities to attract and retain clients
Increase brand awareness and drive traffic to our client’s website and establishment
Execute all social media activities (i.e. tweeting, sharing, engaging, liking increasing,
social reach, etc.)
Conduct in-person complimentary evaluation meetings with our clients
Flexible to meet with our clients monthly to discuss social and digital media progress
Skills
3-6 years of social media marketing and blogging experience
Bachelor’s degree in Marketing, Communications, or applicable field
Excellent writing and verbal communication skills required
Proficiency in WordPress, Blogger, Google Analytics, and Facebook Insights are
required
Comprehensive understanding of SEO best practices and search engine
optimization
Must be a self-starter and highly motivated. Attention to detail is also a must. Able to
establish and meet deadlines and establish clear priorities quickly
Ability to think strategically and critically and adapt quickly in a flexible environment
Ability to multi-task and prioritize numerous projects in various stages of development
Excellent analytical and problem-solving skills needed, as well as creativity
*Please Note: This position is partly telecommuting as per consultants will be traveling to
meet with clients between Brooklyn, Manhattan, and/or Queens.*
Training Employees:
We encourage our employees to take advantage of classes and programs outside of Big
Apple Digital Services to excel their knowledge in their area of interest.
We work with General Assembly (New York) to properly train our impeccable team.
General Assembly offers corporate training classes in digital leadership, digital marketing,
user experience, and much more. General Assembly also has workshops and classes that
our employees may take at their own time and pace and will be reimbursed for each
class/workshop they take.
Compensation:
Senior Marketing Manager/CEO – Salary: $75,000
14. Human Resources/Office Manager – Salary: $60,000
Accountant – Salary: $45,000
Social Media and Content Editor: Salary: $50,000
Social Media Consultants (3): Salary: $40,000
Graphics & Web Designer (Part-time): $20,000
E-mail Marketing Associate (Part-time): $20,000
Incentives
Employees may attend any classes, events, and/or workshops as long as it’s beneficial for
their line of work and to the company. Employees have the opportunity to pay for the
classes, events, and/or workshops on their own and MUST fill out reimbursement worksheet in
order to qualify for reimbursement.
Social Media Consultants are given an unlimited monthly metro card as per their duties will
require them to travel throughout Brooklyn, Manhattan, and Queens.
Product Features and Benefits
Big Apple Digital Services provides ample support, creativity, and time into building the best
digital media marketing presence that we can for our clients.
The benefits of our services are:
Better Support
o With every Big Apple Digital Services every client gets fully supported. If our
clients are wrestling with issues in their digital marketing, we’re here to help
and give our 110% support in any way we can.
Creating unique content for your business
o Content creation consists of the creation of posts that go on out on your
social media channels, website, and blog. We will help our clients develop
content by defining how their brand hopes to engage its audience and
customers.
Better Search Engine Marketing/Optimization
o Big Apple Digital Services provides the best search engine marketing to help
our clients acquire new customers and fast. We are partnered as a Google
Partner and AdWords Certified.
Social Media Marketing Strategy
15. o We can assess our client’s needs, outline opportunities and prescribe specific
actions for long-term social media success.
Blog design, setup, optimization, and strategy development
o A blog that isn’t set up correctly won’t attract readers or yield the search
engine benefits you need. We’ll work with our clients to fine the best blogging
platform for their needs and help them optimize their blog for success from
the very beginning.
Product Differentiation
Our services and company is different from every other digital media organization in New
York City because:
For every client that submits a request for a complimentary evaluation for their
businesses, we will include the following in the evaluation:
o Current social media platforms, review websites, and etc.
o Comparison of your business vs. competitors in the neighborhood
o A list of concerns/issues you’ve reported in your request and our
recommendations of how to fix it
o 30 Day digital marketing plan (social media, blogging, e-mail, and etc.)
o Search Engine Marketing – what’s wrong now and how we can fix it
o Advice/Tips from our consultants
Our evaluation will be very comprehensive, so we would encourage an in-person meeting
with the restaurant’s manager or marketing director to discuss of any matters they may not
understand.
Who will work on your account?
o Every client we work with is assigned a consultant plus the assistance of our
social media/content editor, e-mail marketing associate, and web and
graphics designer to help get the job done. The best part? We’re usually all in
the same room, which makes it really easy to stay connected and
accomplish a lot quickly.
Pricing
Every establishment that signs up on our evaluation form through our website or via phone
call with one of our consultants will receive a complimentary evaluation about their digital
media marketing efforts.
If an establishment is happy with our complimentary evaluation, they have an option at
selecting one of the following plans
16. Plans:
Basic Premium Special
Social Media
Marketing
Social Media Marketing Social Media Marketing
Monthly Analysis Monthly Analysis Monthly Analysis
SEO Package (locations optimized,
Google and Yelp local
optimization, keyword research up
to 5 words)
SEO Package (locations
optimized, Google and Yelp
local optimization, keyword
research up to unlimited
words)
10 blog posts per month Unlimited blog posts per
month
Website Design/Dev Website Design/Dev Website Design/Dev
E-mail Marketing E-mail Marketing
Editorial Calendar Editorial Calendar Editorial Calendar
Printed Materials (Business Cards) Printed Materials (Business
Cards, Brochures, Menu,
Postcards)
Duration: 6 months Duration: 1 year Duration: 3 years
$1,000 $1,500 $2,000
*Prices are subjected to change, but all clients will be notified*
*Prices are non-negotiable*
*If at any point a client isn’t happy with our services, they must give a 48 hour notice of
cancellation. Any notice after 48 hours will be subjected to a $100 penalty*
Advertising
We will advertise our company by utilizing the following tools:
Company Website:
o The website would have the following sections: About, Contact, Location,
Hours of Operations, Social Media Platforms, E-mail Sign-up, Complimentary
Evaluation form, Blog, and Portfolio
Social Media/Online Marketing
o Facebook, Twitter, LinkedIn, Instagram, Pinterest, Yelp
o E-mail Marketing & Blog
Attend restaurant, trade shows, and food blogger conferences to establish a
relationships with the restaurant and foodie community
At the end of each year, we would send a holiday card and a calendar for the next
year as our way of thanking our clients for doing business with us.
Promotions
17. Other methods of promotions that Big Apple Digital Services will utilize are:
Send our consultants for an outing at new restaurants, bakeries, dessert spots, or
coffee shops to see how the service and food are and drop their business card as
well as a post card for the servers/owners to see.
We would also attend events such as: International Restaurant & Foodservice Shows
of New York, Techmunch, International Hotel Motel Restaurant Show, and much
more.
We would attend new restaurant, bakeries, dessert spots, or coffee shop openings to
network.
Advertise in publications such as: Time Out New York, AM New York, Food & Wine
Magazine, Lucky Peach, and New York Daily News
Customer Services
If miscommunication takes place with our clients, this is our plan on handling client services:
How quickly will we respond?
Issues must be addressed as soon as they surface! If unsure on how to address the issue, let
the CEO or a colleague know about it.
How will Big Apple Digital Services handle mistakes?
Always take control of the conversation. Address each client or customer by name. Be
honest. Own up and apologize on behalf of Big Apple Digital Services if a mistake was
made. Be courteous and allow flexibility in solving a problem. Keep the client informed of
every step we’re taking to fix the problem. Don’t over-apologize. Always stick with the
conversation and resolve it.
How will Big Apple Digital Services handle positive comments and feedback?
Always respond in the same way we received the message – for example, via our wall.
Always thank them for their comments. ‘Like’ their comment.
How you’ll respond to negative comments based on incorrect facts?
Always address every comment. Be courteous and highlight the correct information in a
manner that will not alienate/offend the follower/fan. Don’t let our emotions rule. Take the
high road. Always thank them for their comments. Allow the fan to take the lead however
closely monitor the conversation. Always seek a resolution and contact your superior when
conversation gets out of hand.
How to define which fan posts are unacceptable?
Hate speech, vulgar and obscene and/or defamatory language, intolerant comments
about religion, race, age, gender, sexual preference or disabilities and name calling are
unacceptable.
18. Brand monitoring
Monitoring what other people say about our brand and clients is important in and outside
of the social sphere. Being aware what is said about our brand allow for quick reaction and
interaction whether it is position or negative. Positive mentions by follower or others provide
great insights on how the brand is perceived from their vantage point. Conversely,
knowledge of negative mentions allows us to apply contingency plans. The following
applications are currently used by Big Apple Digital Services’ to monitor our brand in real
time:
Google Alerts: is E-mail updates of the latest Google results (web, news, etc.)
based on your queries or keywords. For example, an alert can be created for the
word Big Apple Digital Services and anytime that this word is used on the web an
alert will be sent to your inbox.
19. Cost of Doing Business
Expenses Expected Monthly Cost
Expected Yearly
Cost
Rent 5,000 60,000
Salaries and Wages 32,500 390,000
Supplies: Technological,
Equipment, and Furniture
(computers, software, copy
machine, desks, chairs,
etc.), other
1,000 12,000
Advertising and Other
Promotions
1,000 12,000
Utilities: Heat, Electricity, etc.
Telephone and Internet
Insurance 3,000 36,000
Other (specify)
Other (specify)
20. Income Statement
June July YEARLY
Revenue (Sales)
Category 1 20,0000 25,000 260,000
Category 2
Total Revenue
(Sales)
Cost of Goods Sold
Category 1
Category 2
Total Cost of
Goods Sold
Gross Profit 20,000 25,000 260,000
Expenses
Rent Expense 5,000 5,000 60,000
Salary/Wage
Expenses
32,000 32,500 390,000
Supplies Expense 1,000 1,000 12,000
Advertising
Expense
1,000 1,000 12,000
Utilities Expense
Telephone/Internet
Expense
Insurance Expense 250 250 3,000
Interest from Loans
(if applicable)
2,250 2,250 27,000
Other Expenses
(specify)
Total Expenses 41,250 41,750 504,000
Net Profit -21,250
-
16,750
-
244,000
21. Balance Sheet
Assets
Current Assets
Cash in Bank 250,000
Cash Value of Inventory 0
Prepaid Expenses
(insurance)
3,000
Total Current Assets 253,000
Fixed Assets
Machinery & Equipment 18,000
Furniture & Fixtures 8,000
Real Estate / Buildings 0
Total Fixed Assets 26,000
Total Assets 279,000
Liabilities & Net Worth
Current Liabilities
Accounts Payable 10,000
Taxes Payable 1,500
Notes Payable (due within
12 months)
0
Total Current Liabilities 11,500
Long-Term Liabilities
Bank Loans Payable
(greater than 12 months)
400,000
Less: Short-Term Portion
Total Long-Term Liabilities 400,000
Total Liabilities 411,500
Owners' Equity (Net Worth) -144,000
Total Liabilities & Net Worth 279,000
22. Startup Costs
Approximately, I will need about $200-$300,000 for start-up cost.
Financing
Big Apple Digital Services financing request will include the following:
• Seeking for gifts from immediate family members and grants from close friends.
• Apply for SBA (Small Business Administration) loan
• Offer a small non-controlling stake of the business with possible frequently used
suppliers. This can create a lasting external partnership or our business and offer an
incentive towards our company.
23. Executive Summary
Name of Business: Big Apple Digital Services
Location: WeWork Empire – 349 5th Avenue 6th Floor, New York, NY 10016
Mission Statement:
Big Apple Digital Services is a team of skilled and experienced professionals all holding key
positions in the organization and committed to providing the highest level of service. Our
strength and values are in our people and the relationships we cultivate. Commitment to
hard work, communication, responsibility, and loyalty allows us to grow and share in the
success of our clients.
Services:
Social Media Marketing
Blogging
Web & Graphic Design
E-mail Marketing
Search Engine Marketing/Optimization
Ideal Customers:
Restaurants (opened for 6+ months)
o All cuisines
o Must be in Brooklyn, Manhattan, or Queens
o Sister restaurants – acceptable
o No take-outs
Cafes, Desserts, Coffee Shops (opened for 6+ months)
o Must be in Brooklyn, Manhattan, or Queens
o Sister spots – acceptable
Business Differentiation:
Our business and the services we offer will be different from the rest because our team is
made up of the best, talented, and diligent individuals and they know digital marketing
better than anyone else. We also take online marketing and branding seriously.
About the CEO/Senior Marketing Manager:
Jessica Deng is the Chief Operating Officer and Senior Marketing Manager of Big Apple
Digital Services. Ms. Deng is a Hospitality Management graduate from New York City
College of Technology in Downtown Brooklyn, NY. During her time in City Tech, Ms. Deng
was a Food Writer for the school newspaper: New Tech Times, but as technology has
evolved Ms. Deng pursued a student blogger position with The Buzz (student blogging
platform dedicated to all things City Tech) with Openlab where she published web content
regarding her background in hospitality and her passion for food.
24. Ms. Deng was a marketing intern for the Downtown Brooklyn Partnership where she
provided support to Downtown Brooklyn Partnership’s marketing team with social media
content strategy, fundraising efforts, and etc. She also assisted in social media
management including creation of content for Twitter & Facebook. Ms. Deng was also a
Marketing Associate for CPEX Real Estate where she managed all of CPEX’s social media
marketing initiatives and assisted in company-wide operation projects for five years.
Ms. Deng also launched her food blog Ambitious Eats in 2013 which is dedicated to her
food adventures, concoctions, and much more. Her interests include: social media,
blogging, trying out different foods and restaurants, cooking, working out, and writing.
Ms. Deng is a Brooklyn native and a lifelong resident of Bensonhurst, Brooklyn.
Future Prospects for Big Apple Digital Services and the Industry:
In five years, we hope we can accomplish the following:
Move to a bigger office space
Obtain a client base of 150-200 in our database
Grow the size of our marketing team
Be rated as one of the Best Companies to Work For
