My client was looking for a comprehensive business plan that would not only highlight Signet Magazine and Inkspot Media, but would also aid in securing angel investors and funding. I was able to display the magazines growing buzz and explain the future vision of Inkspot Media. Through market research, analyzing market factors and conditions, and breaking down each category, I was able to create a extensive yet simple business and financial plan that any investor and clearly understand.

1. Business Plan for Signet Magazine and InkSpot Media

2.
Summary
Business description
Competitive advantages
Products and services
Customer
Marketing Plan
Mission for Inkspot Media

3. Company Overview­
Signet Magazine is the premiere lifestyle publication for the upscale urban male who has a keen mind and eye for
the best in fashion, sports, and life issues. Signet was established in 2012 in beautiful Miami, FL when creator Marques Bullard saw a void in a gentleman’s
magazine that was stylish, creative, yet unapologetic in its message and answered with a bold publication that covers every aspect of life from the male
perspective.
The name “SIGNET” derives from ancient Rome when people of prestige would have Signet stamps to seal all important documents. The logo stamps the
magazine as an important document that is of significance and special.
Signet Magazine believes that this generation is in need of a magazine that brings back intelligent conversations while being visually stunning and at the
forefront of new and classic trends. Signet Magazine will engage its readers yet challenge their thoughts on the world of pop culture.
Competitive Advantage­
Competitors tend to stay within the “safe” zone of urban models casting those who have already been seen by many male readers, thus lacking originality and
readers start to get too comfortable. Signet magazine seeks out new fresh faces of the urban modeling world, keeping our reader stimulated with eye candy.
This process also puts Signet as an asset to the urban modeling community as we are able to showcase women who will not be overexposed.

4. Signet understands that just having a website will not be enough to become a mainstay within the publishing world. We look to make ourselves stand shoulders
above our competitor by stepping outside of the internet and becoming one within the Miami, FL community and surrounding areas. Our goal is to fully reach
the urban male and truly bring our mission statement to life, making a community full of upscale young men.
Most magazines and online sites are void of being attainable to the readers. The internet is full of options and unlike other publications; we want our readers to
know we truly are in tune with their needs and values. We want to take down the velvet rope and always be in touch with our readers with different contest
and giveaways. By giving back to our viewers, we build a loyal following that feels like we understand and appreciates them.
Products and Services
Signet magazine​­ The magazine is the foundation of all the products that will be offered. There will be bi­monthly print publications starting with a double sided
Dec/Jan issue.
Signet Calendar/Posters​­ This will be a great promotional product during events and fundraisers. This also gives more exposure to the Signet Sirens (featured
models) and gives Signet more credit as the leading publication for breaking new models.
Wearable Merchandise​­ Brand awareness is highly important in today’s competitive world of magazine. Having wearable merchandise (t shirts, boy shorts for
women, etc.) makes your audience familiar with your product.
Customer
African American/ Minority Males
Age 23-36
Associates degree or Higher (Bachelor’s
Degree)
Primary household caregiver
Single
32k median income

5.
Marketing Plan­
Movie Premiers/Screenings​–​ movie premiers and early screening with our resident film critic as the host and already doing the same thing on a smaller scale
this is an event / promotion we can definitely do and in turn get exposure on a broad scale locally through radio promotion and hand to hand meet and greets
with the viewers in the theater and surrounding area
Dec/Jan Print Issue​­The goal is to enhance viewership on the site to make it extremely easy to sell the magazine in print or digitally directly from the site, in
turn downsizing the burden of distribution.
AP Wire (news service)​ ​­ The importance of this is the ability to turn us into a hub for all media. A true gentleman's site that provides up to the minute news
on par with CNN & The Huffington post. if the goal of a good site is to have repeat visitors this puts us in a unique position as well as makes us a pioneer as no
other urban site provides this service
Media coverage and partnerships for entertainment functions​ ​– There will be shows with sponsorships (comedy, r&b, car shows, ect) at varying night
clubs in different cities with our models to give us an air of being everywhere and supporting our models. We want to make our presence felt as a magazine
that is using a great deal of our media coverage to do events and red carpets.
Android & iPhone app​ – This is something that we would work on to be in conjunction with the print and digital launch as a free app powered by the ad’s on
our site as well as new advertising opportunities.
Social Media Performance
​ ​Instagram ­1246
​ ​Twitter­ 864
​ ​ Facebook Fan page ­465

6. In addition to the 500+ unique visitors that are aware of us already through grass roots marketing
Mission for Inkspot Media
Inkspot Studios is a photography and video production
company based in South Florida that provides freelance
photography services to entertainers, artists, publications,
businesses and organizations. We have more than five years’
experience as a freelance photographer, and have acquired a
wealth of knowledge from my mentor Ken Kavanaugh, one of the
foremost photographers, videographers and producers in the
South Florida area.
Inkspot Studios is a sound investment because it offers
tremendous value to both our clients and the community at large.
The company’s target market consists primarily of up­and­coming
entertainers, and because we offer services at affordable prices,
Inkspot Studios can play a pivotal part in helping emerging
entertainers gain the exposure they need to connect with
audiences, which will create more demand on a national level for
the unique brand of entertainment South Floridians provide. As we
have mentioned before, national expansion to key metropolitan
markets is an important goal for Inkspot Studios; however, we see South Florida as my home base, and as such, we have a vested interest in helping to sustain
the community through job creation and entrepreneurial opportunities, which we will be able to assist with by renting studio space and equipment.
Founder and Owner, Marqus Bullard, has more than five years’ experience as a freelance photographer, and has acquired a wealth of knowledge from
mentor Ken Kavanaugh, one of the foremost photographers, videographers and producers in the South Florida area. Before venturing into photography,
Marqus Bullard worked extensively in the entertainment industry as a model, radio personality (WMBX 102.3, CBS Radio) and nightclub DJ. His work as a DJ
introduced him to thousands of entertainers, artists, entrepreneurs and business people, many of whom he continue to connect and collaborate with. Though
he has had a great career as a DJ, he began working in photography because he wanted to move from in front of the camera to behind it, taking the spotlight
off myself and putting it on talented entertainers who are awaiting their time to shine. Marqus created Inkspot Studios to leverage the connections he has
created and to give himself an opportunity to channel his entrepreneurial spirit into an endeavor that will positively impact his community.
As we take steps to further establish Inkspot Studios in the entertainment industry, we believe now is the ideal time to reach out to people seeking to
make investments in entrepreneurial enterprises that is both sound and stable. Inkspot Media has the expertise, experience, relationships and reputation to
transform into a lucrative entertainment empire. All we need now is the financial support of venture capitalists interested in investing into our long­term vision.

7.
Marketing Plan
Overview
The marketing strategy of Inkspot Studios is to establish anticipation of the grand opening within the social media and
South Florida Community so that it will drive traffic and business to the Studio.
• Direct mail of fliers to a select list of 5,000 high income households.
• Advertisements in local newspapers and magazines.
• Fliers within a 20 mile of the studio.
• Launch of the website in anticipation of opening.
• A strong social media campaign on both Facebook and Twitter announcing
Launch
• To market to businesses, Inkspot Studios will join the local Chamber of
Commerce and other professional organizations to expand our network of
potential clients and affiliates.
After opening, the following tactics will be used going forward:
• Direct mail to additional households.
• Search engine marketing via local Google ads.
• Email newsletter describing news and media affiliated products and services
Provided.

8. • Maintain and expand the social media campaign, via Twitter and Facebook.
*** BUDGET (Year 1 by month) ***
% of Total
Sales 'Ma
y ­
14
'Ju
n ­
14
'Jul ­ 14 'Au
g ­
14
'Sep ­ 14 'Oc
t ­
14
'Nov ­ 14 'De
c ­
14
'Jan ­ 15 'Fe
b ­
1
'Mar ­ 1 Year 1 Sales
Booklet Ad $
6
,
0
0
0
$
6
,
0
0
0
$6,000 $
6
,
0
0
0
$4,200 $
4
,
2
0
0
$4,200 $
2
,
9
9
5
$2,995 $
2,
9
9
5
$2,990 $48,575 45.41%
Internet Ad $120 $120 $120 $120 $120 $1,320 1.23%
Design Fees $474 $478 $478 $418 $418 $5,002 4.68%
Email Marketing $800 $800 $800 $800 $800 $8,800 8.23%
Event Promotion $325 $277 $277 $277 $277 $3,191 2.98%

9. Business Profile $325 $325 $325 $325 $325 $3,575 3.34%
Produced Photo Shoot $
4
,
0
0
0
$
4
,
0
0
0
$4,000 $
3
,
5
0
0
$3,500 $
3
,
5
0
0
$3,000 $
3
,
0
0
0
$3,000 $
2,
5
0
0
$2,500 $36,500 34.12%
Total Sales ​$12,044 $12,044 $12,044 $11,496 $9,700 $9,700 $9,200 $7,935 $7,935 $7,435 $
Cost of Goods Sold
Distribution $5,000 $0 $0 $5,000 $0 $0 $5,000 $0 $0 $5,000
Total Variable COGS
$5,000
$0
$0
$5,000
$0
$0
$5,000
$0
$0
$5,000
% of Total Sales 41.51% 0.00% 0.00% 43.49% 0.00% 0.00% 54.35% 0.00% 0.00% 67.25%
Fixed Cost of Goods & Services
Associated Press Wire
$1,200
$1,200
$1,200
$1,200
$1,200
$1,200
$1,200
$1,200
$1,200
$1,200
Production Facility Expense $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500
Magazine Layout $6,500 $0 $0 $0 $0 $0 $0 $0 $0 $0
Website Maintenance $300 $300 $300 $300 $300 $300 $300 $300 $300 $300
Photographers $600 $600 $600 $600 $600 $600 $600 $600 $600 $600
Total Fixed Cost of Goods & Services
$10,100
$3,600
$3,600
$3,600
$3,600
$3,600
$3,600
$3,600
$3,600
$3,600

10. % of Total Sales 83.86% 29.89% 29.89% 31.32% 37.11% 37.11% 39.13% 45.37% 45.37% 48.42%
Total Cost of Goods Sold
$15,100
$3,600
$3,600
$8,600
$3,600
$3,600
$8,600
$3,600
$3,600
$8,600
Gross Profit
($3,056)
$8,444
$8,444
$2,896
$6,100
$6,100
$600
$4,335
$4,335
($1,165)
% of Total Sales ­25.37% 70.11% 70.11% 25.19% 62.89% 62.89% 6.52% 54.63% 54.63% ­15.67% ­45
Operating Expenses
Sales & Marketing
Advertising $175 $175 $150 $135 $135 $135 $125 $125 $125 $120 $100 $1,500 1.40%
Screening $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $11,000 10.28%
Promotions $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $11,000 10.28%
Writers $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $4,400 4.11%
Total Sales & Marketing Costs
$2,575
$2,575
$2,550
$2,535
$2,535
$2,535
$2,525
$2,525
$2,525
$2,520
$2,500
$27,900
26.08%
% of Total Sales 21.38% 21.38% 21.17% 22.05% 26.13% 26.13% 27.45% 31.82% 31.82% 33.89% 33.65% 26.08%
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$1,650
1.54%