Business Model Presentation For JG Marketing Design (Course Assignment)

JG
MARKETING
DESIGN
Jessica Gold | jessgold.marketingdesign@gmail.com | http://jgmarketingdesign.com
Internet Marketing/ Instructor Carol Cox
Assignment 4
Competitor Analysis
Business Model Presentation

JG Marketing Design is a freelance marketing
and design company specializing in content
marketing services, helping businesses
develop branding and content strategies to
strengthen their business’s online presence
and achieve their desired marketing business
goals.
Using a unique and personalized approach to
content creation and strategy, we incorporate
social media marketing, SEO, research and
analytics, branding strategies, and web
design for our clients’ digital marketing needs.
JG Marketing Design Business
Marketing & Design Services
JG Marketing Design:
Business Description
We help with….
Brand Experience, Brand Awareness,
Content & Brand Strategy, SEO, Content
Marketing, Social Media Marketing, Web
Design, and more….

Unique Value Proposition
JG Marketing Design provides
small businesses, start-ups,
freelancers, and digital marketing
companies ﬂexible, personalized,
and intuitive marketing and design
freelance services that result in a
superior customer brand experience,
as well as increased customer
retention, and overall ROI.
Superior
Customer Experience

DESIGNED BY BUSINESS MODEL FOUNDRY AG
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KEY PARTNERS
Who are your key partners?
COST STRUCTURE
What are the important costs you
make to deliver the value proposition?
REVENUE STREAMS
How do customers reward you for the
value you provide to them?
KEY ACTIVITIES
What are the activities you per-
form every day to deliver your
value proposition?
VALUE PROPOSITION
What is the value you deliver
to your customer? What is the
customer need that your
value proposition addresses?
CUSTOMERRELATIONSHIPS
What relationship does each
customer segment expect you
to establish and maintain?
KEY RESOURCES
What are the resources you
need to deliver your value
proposition?
CHANNELS
How do your customer seg-
ments want to be reached?
CUSTOMER SEGMENTS
Who are your customers?
BUSINESS MODEL CANVAS ,
• Small digital marketing company CEOs
with college degrees having(1-15
employees) (aged 21-45) who have a
need for outsourcing some of their
marketing & design projects, or need
consulting for specific marketing
related projects, or need help with
strengthening their brand since they
are so focused on their clients- who
use freelance services due to client list
growing and to have more of a work-life
balance
Start-ups / entrepreneur start-
up CEOs aged 18-35 without
much marketing knowledge or
with unfilled marketing roles,
or taking on too many clients
for the number of personnel,
small businesses with little
marketing knowledge and
staffing, or taking on too much
and need assistance, or need
work on their own brand with
focus being on clients.
-small businesses CEO/PR
exec/marketing directors in
need of marketing efforts
- freelancers in need of
outsourcing marketing efforts
Customers expect
personalization, credibility,
transparency, and prompt
resolutions and
communication.
Mobile app, website, Social
Media (FB, Twitter, YouTube,
Instagram, LinkedIn,
SnapChat, TikTok, Freelance
Resource sites, Marketing
sites and blogs, email
The customer need
achieved is freelance
marketing services done
with simplicity, ease, and
professionalism from a
reliable, credible source
that is creative, and is
there for you when you
have too much to take
on in house or need an
extra set of hands.
The JG Marketing Design
business provides a superior
customer experience
personalized to each client’s
marketing and design freelance
service needs. We anticipate
and exceed expectations and
step in whenever an extra hand
is needed.
Analyzing site + app behavior data, optimizing
site & app, qualitative and quantity research on
consumer interest, needs, app user experience,
UI ideas to improve UX, engage with users on
platforms, share valuable educational content
on social media platforms, website, and app,
network, email outreach for partnership
pitches/proposals. Project management
-oversee client statuses, communicate with
clients regularly at desired days and time
frames to check in & follow up
Blog + content for blog
Marketing Freelance employees
Mobile app design & development
team
Invest in research and development, A/
B testing for a superior UX
Marketing & design resources (articles,
content,
VR, AI virtual assistant -technology
research
Digital Marketing
Course sites
Marketing Educational
Sites
Mobile app design,
development,
maintenance, Research &
development, A/B testing,
patents
Marketing and Design freelance
employees wages + time tracking
software, website, app, marketing,
analytics, and communication software,
video and presentation software/
subscriptions, ads, design patents, etc..
Pay for freelance services (individual
direct payment or ongoing biweekly or
monthly payments- short term or long
term contracts- automated
subscription type payment options or
continued payments.
Website & Mobile app
Website + app ads, affiliate
marketing with app and blog
posts, as well as brand
sponsorships & partnership
opportunities
-Video tutorials on YouTube
Start-up and start-up news
sites
Marketing Freelancer
News and tips sites
Larger Digital Marketing
companies in need of
outsourcing some of their
work/clients

Customer Segments
• Entrepreneurs (male & female) of start up companies aged 18-35 who know little about marketing but find it important
to their business success, or need help until certain positions are filled or in between turnover, or during busier times or
special events, needing assistance during the busier holiday seasons
•Small business owners (male and female) who are between 25-55 years old with 5–15 employees with a focus on
businesses in these locations: FL, SC, NC, PA, NY, MD, DE, RI, OH, VA, Hawaii, CA who need help with their online presence
•Freelance marketers with some college or college degree aged 18-45 who need to outsource some of their projects or
consult on projects, or want to work on their personal brand, or hire someone to assist on a project they are less versed with.
(male & female)
•Small digital marketing company CEOs, marketing directors, and PR Executives with college degrees having(1-15
employees) (aged 21-45) who have a need for outsourcing some of their marketing & design projects, or need consulting
for specific marketing related projects, or need help with strengthening their brand since they are so focused on their
clients- who use freelance services due to client list growing and to have more of a work-life balance

Customer Profile Template
Name
Occupation
• Demographics
• Age
• Gender
• Education
• Income
• Family Life
• Geographic Location
• Buying Habits/Channels
•List where this customer
hangs out, seeks out
information, and buys (could
be online and offline,
mobile, social media,
search, etc.)
• Psychographics
• Attitudes
• Values
• Lifestyle
• Personality
• Interests / hobbies
• Content & Messaging
•What content and messaging
does this customer want to see
to be interested in what you’re
selling (could be videos, case
studies, webinars, articles,
etc.)
CUSTOMER PROFILE EXAMPLE #1
Elizabeth Jane
Entrepreneur Freelance
Marketer
Demographics
• In her early 20’s
• female
•Partial College (often bored in school and did
not complete college degree)
• 36,000 annual Income and growing
• Living with parents and younger sister for a
year to save up
Buying Habits
• Purchases/hires freelancers when she becomes
overwhelmed with too many client projects and
worries about deadlines
•Likes using laptop, tablet, and mobile phone for
researching and making purchases
•Prefers online shopping
•Comfortable with purchasing services from
freelance related sites
•Likes to download apps and generally
purchases services and products through apps
Psychographics
• creative, artistic, intelligent, bored with coursework,
innovative
• values persistence and determination, tendency to
feel limited and overworked by previous employers
leading her to freelance marketing
•Upbeat, hard working, disciplined, innovative, focused
• starting to feel a little overwhelmed taking on too
many new clients and projects – has a need for
outsourcing some of her work
Content & Messaging
•Focus on LinkedIn, FB,Twitter, and Instagram low
cost ads, video content, educational helpful blog posts,
infographics, mobile app, emails, marketing, startup,
entrepreneur, freelance websites/blogs
•Messaging will be focused on personalization ,
attention to detail, creativity and innovation, simplicity
& ease
•Conversion goal: purchase a marketing/Design
service, download our app, submit an inquiry on our
website, sign up for blog email notifications
CUSTOMER PROFILE EXAMPLE #1
Elizabeth Jane
Entrepreneur Freelance
Marketer
Demographics
• In her early 20’s
• female
•Partial College (often bored in school and did not
complete college degree)
• 36,000 annual Income and growing
• Living with parents and younger sister for a year
to save up
Buying Habits
• Purchases/hires freelancers when she becomes
overwhelmed with too many client projects and worries
about deadlines
•Likes using laptop, tablet, and mobile phone for
researching and making purchases
•Prefers online shopping
•Uses social media, a company’s website, especially Twitter
+ LinkedIn, Google, and AI devices like Echo dot to
research a service or product
•Comfortable with purchasing services from freelance
related sites
•Likes to download apps and generally purchases services
and products through apps
Psychographics
• creative, artistic, intelligent, bored with coursework,
innovative
• values persistence and determination, tendency to
feel limited and overworked by previous employers
leading her to freelance marketing
•Upbeat, hard working, disciplined, innovative, focused
• starting to feel a little overwhelmed taking on too
many new clients and projects – has a need for
outsourcing some of her work
Content & Messaging
•Focus on LinkedIn, FB,Twitter, and Instagram low
cost ads, video content, educational helpful blog posts,
infographics, mobile app, emails, marketing, startup,
entrepreneur, freelance websites/blogs
•Messaging will be focused on personalization ,
attention to detail, creativity and innovation, simplicity
& ease
•Conversion goal: purchase a marketing/Design
service, download our app, submit an inquiry on our
website, sign up for blog email notifications
Marketing Freelancer

Name
Occupation
• Demographics
• Age
• Gender
• Education
• Income
• Family Life
search, etc.)
• Psychographics
• Attitudes
• Values
• Lifestyle
• Personality
etc.)
CUSTOMER PROFILE: EXAMPLE #2
LOCAL SMALL BUSINESS OWNER
Maria &
Marco Russo
Italian Restaurant
Owners (Mom &
Pop type style) –
Local small business
owners
Demographics
• mid-late 30’s
• female & male
• Bachelors in communication + culinary
school
•45,000
•Married Couple (married 6 years)
•chefs, owners, parents with 2 young children
•local (Orlando, FL area)
Buying Habits
• buy things quickly and enjoy online shopping
•Loves décor especially handcrafted original,
Etsy shopper,Amazon, plus local fresh food
markets
• likes leaving reviews online
•Comfortable with researching products and
services on desktop, laptop, mobile phone,
and tablet using social media, Google,
company sites
•Do a lot of purchasing & research for
job/restaurant
Psychographics
• values online marketing, but has little knowledge on
marketing
• care about making time for family, mom & pop family
owned restaurant passed down to them
•Want help reaching millennials and driving brand
awareness
• simple lifestyle, but have busy lifestyles with children
doing athletics and dance
• friendly, open-minded, passionate, empathetic,
storytellers
• Food, traveling, family, friends, reading, television, cards,
DIY crafts, dogs, comedy movies
Content & Messaging
Customer reviews, and all social channels, and portfolio
are shared on website to help with credibility
Use video and mobile marketing tactics + email, social
media
•Gear to their family side, and love for original creative
content
•Tell them what makes them unique, and how we can
create fun content for them to reach millennials on the
right channels using recipe tutorials, behind the scenes,
vlogging, live and recorded videos- video marketing
content tailored for Facebook, Instagram, andYouTube
viewing. (tips & tricks to Italian cooking, etc..)
& Cooking
Owner, PR Executive, or Marketing Director of Small Business

Name
Occupation
• Demographics
• Age
• Gender
• Education
• Income
• Family Life
search, etc.)
• Psychographics
• Attitudes
• Values
• Lifestyle
• Personality
etc.)
CUSTOMER PROFILE: EXAMPLE #3
ENTREPRENEUR-TECH START-UP CEO
Mark Z
CEO for mobile app –
Tech Start-Up
Demographics
• early 30’s
• male
•High school, partial college (bored in school
and do not complete college degree)
•45,000
• Has supporting parents, and girl friend
• NewYork, City US
•Entrepreneur - CEO of Tech Start-Up
Buying Habits
• prefers to shop online
•Likes to buy electronics & AI tech
•Buys a lot and quickly
•Values reviews, websites, and app UX design
when making purchases
•Uses mobile device and apps for most of his
purchasing
•Does research on company website, reviews,
ranking, social media, and written content –
uses service/product research for job often
Psychographics
• motivated, frustrated by past bosses
• Believes in hard work paying off
• Innovative, creative, tech savvy, energized
•loves programming, electronics, Netflix, and spending
time with friends + gf, playing video games, listening to
music, running, soccer, football, design, mobile apps,
YouTube
•Video tutorial, mobile marketing, social media
marketing,
•Blog content shared on website,Twitter, LinkedIn, and
Facebook
•Video tutorials onYouTube, FB, Instagram +ads
•entertaining and engaging video content with strong
messaging on helping with brand awareness and. Goal
is to have strong CTA on content to get people to
download mobile app, visit website, purchase service,
submit inquiry
•Will use marketing tech sites and blogs to share
content and promotions + mobile app
- 60,000 range for 1st year
Entrepreneur - Tech Start-Up CEO

Small Digital Marketing Company CEO/PR Executive
Jamie Parey
Small Digital Marketing
Company CEO
• Demographics
• Late 30’s
• Female
• Bachelors Degree -Minor in
Marketing
• 65,000
• Single parent with 1 child
• Located in Charleston, SC
•Shops in downtown Charleston,
online, Amazon, Target, Freelance
sites, small freelance marketer sites
•Likes coffee shops, organization/
office supplies
•Prefers researching online on Google,
company sites, reviews, and social
media, uses mobile search, and
prefers tablet/iPad for researching
online
• Psychographics
• Proactive, energized, disciplined
• Values family and close friends + family + loyal client
relationships
• Busy lifestyle -parenting, flexible remote work -manages
small team of 10-15 employees
• Bubbly but serious and straight forward, honest and
empathetic, leader
•Loves organizing things, DIY projects, marketing, web
design, spending time with son, going to basketball games,
and mini weekend vacations -often needs to outsource
work to be able to have a work-life balance with company/
client list growing
•Would like engaging videos, informative blog posts/articles,
responsive high quality UX design mobile apps, and websites,
case studies - want strong CTA, easy communication, credibility,
brand awareness -with content on social, and credible
marketing websites -will use mobile marketing as well
•Will focus on credibility and local Charleston things to connect
with her, as well as being straight forward convenient with a
straightforward app that display services, and not
communicating on weekends when she takes off to spend time
with family.

Interviewee Demographics What I learned Notes
Jake Bowman
35, Male -interested in Stem Cell
research and improving healthcare
options(Healthcare business CEO)
San Diego, CA, hiker, likes to travel
Wants content that aids in credibility for his company, white
papers, case studies, slide desks, welcome introductory
videos, and to improve site ranking. Has a need for more
creative personalized content to help increase engagement
for brand. Likes quick options for purchasing freelance
marketing services as need using mobile apps.
He does a lot of research online before making purchases
and likes to see examples of work, reviews, content, etc…
Makes decisions by seeing examples, reviewing websites,
content, and social media proﬁles/content. Uses mobile app
for making a lot of purchases and likes the convenience of
an app that stores your info and makes it seamless to do or
purchase things.
Joe Bowab
PR Executive for Lobster Anywhere,
age 28, male, Boston Native, Irish
heritage, Lobster "geek", does a bit of
cooking at home and when out camping
Joe needs to strengthen his online presence to keep up with
competitors like, Maine Lobster Now who ranks well for
online Lobster related keywords. Needs more backlinks and
content. Could also use more online reviews, thinking it will
help consumers make a decision when deciding between them
and their competitors.
He mentioned National Lobster Day and many sites
directing users to Maine Lobster Now - so this would be a
good way to help him- could use Food Holiday calendar
type sites! He values reviews, content, recipes, and creative
ideas/ strategies. He likes when people pitch him solutions
to problems and a simple outline/plan of how to achieve this.
Andrea Gibbs
Age 29, Female, “Tech Geek” (what she
calls herself) - Lives in San Francisco,
CA
Interested in gaming, tech, cybersecurity
Sr. Director & Manager Firmware
Business & Ecosystems - deals with
Internet Virus Protection software and
cybersecurity
She feels DA (domain authority) matters less and is looking to
gain links on very targeted sites for SEO needs. Want to
incorporate more awareness of virus protection mobile app
with the increase in mobile usage and needs for her business to
move in that direction to stay current and compete with similar
companies/products. She wants a stronger online presence in
Australia, and the UK, with competitors having more of an
upper hand in those locations. Needs content to be
personalized/customized based on location and culture.
Has a global presence and needs to work on reach and
awareness & international marketing content strategy. based
on knowledge from convo, mobile marketing and cultural
marketing knowledge would be important to client and their
needs to have a greater reach in speciﬁc areas, tailored
content to different cultures. -Cultural customization would
be important for her marketing service needs. Researches
online often, likes cybersecurity blogs, values reviews and
value high quality relevant content- is willing to pay a lot for
high quality targeted content and strategy.
Owners & PR Executives of Small Businesses Interviews

Interviewee Demographics What I learned Notes
Brandon Smith
Owner of blog on Saws +
woodworking projects,
Experienced with power saws and
tools, male, family guy, parent, says
he loves to make“geeky dad jokes”
age 34, passion for being creative in
and around our home, likes to
challenge himself
His audience incorporates entire family -site has projects for kids as
well, DIY, household improvements, gardens, details on saws and saw
types and more. He makes money through affiliate marketing. His
blog is a participant in the Amazon Services LLC Associates Program,
an affiliate advertising program designed to provide a means for sites to
earn advertising fees. Has an expert review team, and credible site, but
wants to rank higher for certain woodworking saw searches, wants to
increase website traffic, wants site to have a stronger online presence,
and to contribute guest posts on relevant sites. Wants to build a
stronger brand image to connect with consumers/target market.
Values information on woodworking, DIY blogs,
woodworking blogs and tools, woodworking tool
reviews, and really likes comparison content when
making purchasing decisions. Likes to see how
products and services compare so content like that
is important to him. Likes to purchase a lot on
Amazon, likes to purchase online, and local.
Posts a lot of content on Instagram & FB.
Produces videos on YouTube.
Lulu Miller
PR Executive, Age 28, female,
background in finance &
investments, lives in Woodlands,
Texas, has 2 kids
Needs to establishing credibility and awareness for a new gold/bullion
subscription service. Her competitors do not have a very strong online
presence so competitive research isn’t as relevant for her strategy needs.
Wants relevant financial investment sites for guest posts and reviews. Needs a
lot of informational content that asks common search questions and addresses
people’s concerns or contemplations.
Values educational informative content, likes blogs
and videos on YouTube, reads reviews online for
purchasing decisions and views sites and content.
Credibility and awareness are important to her
purchasing behavior.
Stewart
McGrenary
Owner of electronic recycling
companies, Age 40 -values
recycling and tech, wants to bring
greater awareness of e-waste and
electronic recycling education.
Irish, family, dad
He wants more content incorporating the circular economy shift to help
build credibility, wants to rank high for certain keywords and products on
site, currently pushing recycling and selling iPads. Wants high quality
content on recycling, technology, and environmental sites as well as Mac
and tech related blogs. Has a need for more content that aligns with iPad
recycling. Likes services that are flexible monthly payments and wants to
be shown quarterly analytics/results, he likes services that adjust strategy
as needed, and that align with company values.
Values reviews, uses laptop, iPad, and mobile
for online research. Likes recycling,
environmental, and tech blogs.
Likes using comparisons for purchase decision
making. Likes brands and services that have
high quality content. Shops mostly online and
values convenience and ease.
Owners & PR Executives of Small Businesses Interviews

Beneﬁts
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposition Canvas
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Company:
Product:
Ideal customer:
Personalized
conversation
experiences
Creative
energy
Empathetic and strategic
using this combination for
understanding consumer
needs to improve customer
experience, engagement,
interaction, and conversions.
We offer flexible marketing
and design services with options
for one time projects, weekly,
monthly, quarterly, and yearly
subscriptions/plans.
We produce high-quality
creative content and
strategic marketing
strategies to attain
greater brand
awareness, credibility,
loyalty, conversions, and
ROI (return-on-
investment).
Want more restaurant
reviews that are
positive.
Grow business and
clientele
Want more millennial
clientele to drive a new
customer segment.
We have a convenient
website and app that uses
an AI virtual assistant to
make it easy to
communicate and receive
in real time solutions.
We offer fast content creation
and curation, SEO, web design,
branding, storytelling, social
media marketing, and consulting Need a stronger online
presence to drive
business to restaurant.
Do not want to lose any of their loyal
customers by rebranding and engaging with
new customer segment.
Marketing not aligning with cultural dynamics of
their restaurant that make it so authentic and
family oriented.
Feel valued, that your vision, needs,
culture, values, goals, and input
matter and will be incorporated.
Need content strategy,
creation, and curation to
stay up with current
competitors.
Do it themselves without
much knowledge or
experience
Hire a
competitor
Need to reach a new
target market customer
segment.
Our services are unique, with using a more
personalized, creative, and empathetic marketing
approach that aligns with clients vision, values,
needs, and goals. We focus on developing a
marketing strategy for our clients using a face,
team, or family - a personalized brand image that
consumers can connect with, relate to, and interact
with to strengthen customer brand experience.
JG Marketing Design
Freelance Marketing & Design Service
Local Small Business Owner
(Customer Segment)
We are there for when the
unexpected happens. -Reliable
Our services are-personalized,
strategic, empathetic, creative, and
flexible to our client needs using
research and analytics, qualitative and
quantitative research findings.
Feel stress-free with
company flexibility,
credibility, and
approach.
Want to rebrand their
website to help with
brand image and driving
business to restaurant.
Want creative content
that aligns with their
culture and vision.
Want help with
personalized
promotional content
and ideas.
Need business to rank higher
on Google searches, and for
consumers to be able to more
easily find business
information, content,
promotions, and of course
website online.
Have never purchased/used a marketing service before
and unsure how it all works.
Getting locked into a contract.
Simple to sign up/
purchase services
Would like a credible Food
Media outlet to review
restaurant.
Ask an employee that is
less experiencedHire a large
corporation
Have a deep
understanding of
cultural marketing and
incorporate cultural
customization into
marketing strategies and
content.
Marketing to different or
multiple locations and
cultures

• I assumed most used laptops or desktops for company research and purchasing, but it turned out most of
my interviewees prefer companies that have mobile apps when making purchases, and being a repeat
customer.
• I didn’t know these small business owners, and PR executives would place as much of their decision for
purchasing based solely on reviews, websites, apps, and the user/customer experience -meaning the ease
and convenience of using a service.
• I thought these small companies would prefer a larger corporate marketing service option, but they put
more emphasis on personalization, creativity, customer service, wanting a company that is ﬂexible and
gives them plenty of attention and feedback on strategy.
• I was somewhat surprised by some of the companies biggest problems and others were less surprising. For
example, I know it is common for some companies to work on expanding globally and certain areas usually
have a weaker brand presence than other areas.
• I’ve always seen the value in cultural marketing, but I was pleasantly surprised that few companies
mentioned this aspect in a marketing service/ business mattering to them. It was great to hear because it
matters a lot to me and I wasn’t sure if this mattered to small businesses.
Your Original Assumptions & What You Learned

• When choosing a business/service/product several mentioned valuing talking to a credible person
versus a generalized company feeling when doing business transactions and discussing service
details, which I’ve always felt mattered as well, but didn’t expect these PR executives to mention it.
• Competitors and needing to have a lot of high quality valuable content as a solution to help with
brand credibility., loyalty, and awareness was a common point brought up by all the small business
PR Executives/owners when asked about certain concerns, needs, and solutions. Again, this makes
perfect sense, so I assumed it would be a responsive I received, but it surprised me to get similar
answers and for this point using different words to be the response across all my interviews.
• I also assumed all of these small businesses PR Executives/owners had not all used an outside
marketing service before, and was surprised to ﬁnd out that they all have, and some currently are
still using them, sign on for monthly, quarterly, or yearly contracts and renew/continue their
service if they see positive results and the company is communicating well with them and adjusting
strategy based on their needs.
• Have you used an outside marketing service before for your small business, and if so can you tell
me more about your experience, and if you still use a service currently?
Your Original Assumptions & What You Learned

• After having interviews with individuals in my small business CEOs, PR Executives, and
marketing directors customer segment, I discovered all of these individuals from my customer
segment currently or have used outside marketing freelance agencies for assistance with their
marketing needs and goals.
• Therefore, I will be moving forward with this business idea, because I see a need and demand
for freelance marketing services that are ﬂexible with options for one time services or monthly,
quarterly, or yearly subscription service models with the option to continue to renew based on
results and need.
• I know there is still much to reﬁne, research and adjust; however I feel the research thus far
including the interviews mentioned reinforces why this business plan can be successful based
on a need for the services my business provides from customer segments of target market.
Am I Moving Forward with My Business Idea
(or Changing It)?

Business Model Presentation For JG Marketing Design (Course Assignment)

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