1. 0 Executive Summary There are 3 major elements that helped incubate the idea behind Crowdz. comTMTM. The first element would be individuals, the average Joe on the street. The second, organizations that cater solely to entertainment more specifically, Clubs.
Third the banning of cigarette companies from advertising direct nor indirectly in Malaysia. Crowdz. comTMTM has its total idea, image, and vision to thank for by the presences of individuals, specific age group 18 – 35 years old, with no idea as to where to party for the weekend or any other day for that matter. A group of four guys were sitting down at a caf’e down town at Bangsar. Then the question came, “Where shall we party tonight?” There were silence for the next 10 minutes, serious brainstorming was at work. However none had a clue as to where to go.
Hence ending up in a lousy joint where they had partied last week. Spending at a place, which cannot really give the satisfaction that, they were really looking for. Now, this is a true story. Clubbers, party goers in general don’t really know where to go for a good night out. It’s boring to be venturing the same old place.
There is not much advertisement for new and up coming clubs, even if there is, it doesn’t really hit the market that well, as due to lack of funds to be splurged on advertising. The advertising would be minimal and hence not create a big BANG so to speak to the masses. A few questions had been thrown in for the idea behind Crowdz. comTMTM. Questions pertaining to Clubs: 1) In what ways can small middle and even large scale clubs able to advertise with minimal cost? 2) Why cut each other and try to slash prices of drinks with minimal effect to the masses? 3) Why don’t clubs have a sense of belonging? E. g.
... the liberty of asking him some questions about the strip club.He told me that they started the ... was to know her and ask her some questions.Her name was Stacey and she appeared confused ... stood against the mirrored wall. Laser, strobe and party lights moving to the rhythm of the music, ... drinks to their valued customers. Interestingly the club attracted mostly Hispanic people even though the local ...
A club that individually caters to playing House Music or Electronic Trance or Rave or Hip Hop & R&B or Latin Music? 4) How is a club suppose to capture a large group of audience for a certain event or special theme party? Questions pertaining to Clubbers: 1) Where should I club tonight? 2) Where are there promotions for drinks? / Where can I get a mug of beer for the cheapest price possible? 3) Where can I go that solely plays House Music or Electronic Trance or Rave or Hip Hop & R&B or Latin Music? 4) Are there any theme parties for tonight? Any special events that would be different from normal clubbing nights for me to go to? Questions pertaining to Banning of Advertising for Cigarette Companies: 1) How can the money that is supposed to be spent to advertising now be used? 2) How cigarette companies are suppose to comply with the law and still have the luxury of advertising their product? 1. 1 ObjectivesCrowdz. comTMTM will totally change the way clubbers lead a lifestyle. Crowdz. comTMTM is not so much of an information-based site where by individuals will be able to get information on clubs.
It’s going to be a lifestyle that clubbers abide to. It’s going to be the bible for the average Joe on the street that is out for a good time. It’s a whole new lifestyle that will help give a guideline to occasional clubbers and hardcore clubbers. It is a meeting point, a melting pot, a union that will bind clubbers together to achieve a common goal, entertainment to its fullest! Crowdz. comTMTM will also revolutionize the way nightlife advertising is done. It will be able to help clubs segment the market, plan out parties and themes that will cater solely for optimum profits.
Instead of clubs fighting each other to niche a small market, Crowdz. comTMTM will help coordinate each club individually so that it will not be jumping into a market segment that is already so saturated. For example, if there are too many clubs that identifies itself with Hip Hop music, Crowdz. comTMTM will be able to advise a new club to diversify into for example Latin Music, where there is a demand but not much supply in the market.
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Crowdz. comTMTM will be able to provide low advertising prices to clubs, with maximum impact to the target audience, via the internet. A website with the correct advertising and promotions is able to get a hit of 3, 450 hits on a bad day. (source CNET Central/ The Story behind Undernet. com. ) Crowdz.
comTMTM is admitting that to venture into this business of providing a lifestyle to clubbers and cheap priced advertising with maximum impact for the clubs, needs substantial capital to start out with. Hence Crowdz. comTMTM is hoping to have a co – partnership with a well-established cigarette company. Example, Philip Morris International, British Tobacco Company, Alfred Dunhill, or Salem International. Hence tapping in the billions of Ringgit used to be spent on advertising, as a source of start up advertising. The government of Malaysia had passed a law in beginning of year 2000, to ban cigarette advertisements, direct nor indirectly.
Creating a loss of 1. 5 Billion Ringgit in advertising revenues per year. Fig 1-1 Different mediums used to advertise cigarettes. (RM 1, 000, 000) As depicted in Fig. 1-1 there is a whole lot of money involved in cigarette advertising, taking many forms. Crowdz.
comTM plans to capitalize on this, by making a cigarette company to be its main sponsor, hence being able to pave the capital needed for its initial advertising fees. 1. 2 Mission Crowdz. comTM plans to first and fore most create a portal where clubbers in Kuala Lumpur and the state of Selangor, is able to sign in and get information regarding the events for the night.
The hippest Club to be in for the night. It will create a niche for clubbers in a sense, it will be a whole new lifestyle for the target audience, a lifestyle for the young, active and trendy to use the internet to decide where to go for the night. Clubbers will have a place to hang out in cyder space hence uniting other clubbers in Kuala Lumpur together, making them have a sense of identity. It’s not going to be a luxury for clubbers of different kinds to be a member at Crowdz.
... . A survey that done by the researchers on the members of the clubs of the same area shows some weakness in the ... ratings across all member. The chestnut ridge country club was rated first by all the members in the club landscape. Not many clubs exist within ... independent researchers trying to sense the feelings of the members of the competing clubs in the neighborhood and try to find answers ...
comTM it will a standard. It will be a new revolution that binds clubbers to the many information regarding clubs, hence maximizing the amount of satisfaction a clubber can get for the night. Crowdz. comTM acts as a platform for clubs of many kinds to advertise with minimal cost but having a maximum impact as there will be a large membership. All the clubs in Kuala Lumpur and Selangor will be registered at Crowdz.
comTM. Clubs will be able to assess the overall market and better their marketing strategies, with advice from our team at Crowdz. comTM. Clubs will be able to host events hence maximizing from that night, as events that are hosted in a particular club will not clash with events hosted by other Clubs. As a result clubs will be able to maximize its patronage. Apart from being the buffer between clubbers and clubs, Crowdz.
comTM will also act as an advertising medium for a selected cigarette company. That selected cigarette company will be Crowdz. comTM ‘s main sponsor hence able to promote its product via the Crowdz. comTM portal. As a result optimizing its advertising capabilities in Malaysia. 1.
3 Vision Crowdz. comTM will be an exclusive society among clubbers. So exclusive that by being a Crowdz. comTM member, each individual will have a sense of pride. It will be a platform where clubbers of many kinds can unite and have a sense of belonging. Creates a community that is made up of young, educated, affluent, socially active individuals who really know how to party.
Crowdz. comTM doesn’t only want to be the leading portal for clubbers, at the end of five years, it will venture out to other prospects. The same ideas and innovation can be applied to other forms of objectivity, restaurants, snooker halls, and other places of attraction at night. Ultimately Crowdz. comTM will be the site to be for night crawlers. Any form of entertainment that can be done at night will be associated with Crowdz.
comTM. It will be the gateway to the many activities / places one can go to at night. Ultimately Crowdz. comTM does not have a geographical boundary, as these ideas and principles behind Crowdz. comTM can be applied to any city in the world for that matter. The ultimate vision is to unite clubbers of the world together.
In the next 5 years, the vision however would have covered the five in major cities South East Asia, Kuala Lumpur, Jakarta, Manila, Singapore, and Bangkok through regional franchises. Crowdz. comTM will be packaged as a product all together and franchised to any other city having Kuala Lumpur as its benchmark. 1. 4 Service Crowdz.
... Dashwood's Medmenham Monks, the so-called "Hell-Fire Club", whose members blasphemously substituted Venus for Christ in parodies of religious worship ... organisation celebrated in official propaganda. Some clubs were merely "raucous" - the average meeting more stag night than philosophical discussion group - while others ...
comTM has given a total new meaning to promotions for the clubbing industry. Unlike conventional promotions agency that only promotes those venues that they are either producing or getting paid for on a per-head basis, Crowdz. comTM allows promotions for the whole clubbing community. All clubs in Kuala Lumpur and Selangor will be listed on Crowdz. comTM giving members an over all account of all the clubs to patron for the night. Each club will be listed based on music genre played at that club.
These club listing will be provided free of charge, however those clubs that wishes for Crowdz. comTM to promote its club, will be given a free 3 months trial, hence after that a fee will be charged. As being the information portal for clubbers, a free 1-year membership will be given to new members, after which members will be charged annually. Members will be able to interact with other members at Crowdz. comTM while searching for the perfect club for the night. They will also be able to receive the latest news regarding clubs and clubbers alike.
Alternatively, Crowdz. comTM will deliver the following services on its world wide web portal: Search engine: To list all the clubs in Kuala Lumpur catering to each user’s needs. E. g. Search based on Price or Club Type. Today’Z Crowdz: A section on the site that features club of the day that is hosting a special event for the different kind of clubbers.
E. g. Hip Hop Night, Rave Del Mar, and El Latino Compadre. Member’s lounge: Where members are allowed to log in and have live chat with online members at that time. Exchanging stories, ideas, and basically mingle, creating a meeting point for all clubbers to just chat.
Besides a live chat, there will also be a forum page, whereby members will be able to recommend clubs, and also leave up notices for other members to read and respond to. A bulletin board in cyder space. EventZ: A section whereby a calendar for that month will be filled with the many clubbing events that are taking place for that particular month. ClassifiedZ: A section where members can put up advertisements for things that they are looking for or things that they want to sell, anything under the sun.
... ", he does not exclusively blame the South Fork Club members for the catastrophic events of 1889. Although he does believe it was ... safety of the dam but complacently trusted the wealthy, powerful club members to fulfil their responsibilities. McCullough clearly explains the debate ... regarded the events as a 'natural disaster', due to the power and influence of the members of the South Fork Club. This ...
This is to complete the whole community / lifestyle section of this portal. PicZ: A section dedicated to put up the pictures of members having a good time at previous Crowdz. comTM events hosted at the many clubs that are promoted. This will create a sense of awareness for the other members regarding that quality of events that are hosted. It will act as a benchmark to show the amount of satisfaction a member can get from coming to a featured event. UndergroundZ: This section will feature the Exclusive Party that is conducted monthly by Crowdz.
comTM at a particular Club that is under the Platinum Promo scheme. This party is solely for Platinum Card members. Crowdz. comTM will also act as a platform for advertisement for its main sponsor, a selected cigarette company. However the cigarette company doesn’t in anyway influence or attribute to the clubbing contents that are featured on Crowdz. comTM.
1. 5 Risk / Opportunity The greatest risk that Crowdz. comTM faces in the business market today is which would be any occurrence that would inhibit people form going out at night. A key factor would be the bad economy that Malaysia is in right now. However this risk would be overcome because of mankind’s inherent need to entertain themselves in social settings. Furthermore to conclude the more hardship an individual is facing the more one would have to find means of entertainment to escape reality.
Hence the clubbing scene will always be in demand regardless of bad times. Further stretching the need for adverting in the nightlife industries. 1. 5 Key to Success Crowdz. comTM will be a success due to these key factors: Customer based orientation.
The clubbers needs are always met, so as the needs of clubs that are promoting with Crowdz. comTM. It’s the pioneer in nightlife advertising, hence the leader in a market that is not yet saturated. Information will always be up to date, as the technology used to cater to the services provided will of cutting edge.
2. 0 Service DescriptionCrowdz. comTM ‘s source of revenue would be from advertising / promoting of the many clubs that are under its banner. Although all the clubs in Kuala Lumpur and Selangor will be listed on its site, only paying clubs will be featured. These promotions will take in forms of: Events: Each club will be hosting a special events for the week or the month depending on the pay package that each club subscribes to. Ultimately the more a club pays the more exposure it will get on Crowdz.
... other group sessions at the church. Fight Club has provided its members with a place to fight their fears, ... from their enslavement by modern society. The more members realize all these things, the more they break ... his father at a young age.The next major event that occurs in Jacks life, although he is ... use of guided meditation. During the meeting a member steps forward to lead the group on a journey ...
comTM. Clubs will also be able to further segment the market based on the member’s profile that each member will fill out during application for a membership. A list of questionnaire will be given out for each member to fill out, hence clubs will have a sense of what is in demand in the market. Example, if there are more Ravers as compared to Hip Hoppers in the market, clubs will be able to cater their events according to the market trend. No point in a club creating an event that is solely for Hip Hopper Clubbers, when the market suggests that Ravers are in demand. These analyses are easily created, as there is a pull of members at Crowdz.
comTM, and feedback can be easily posted on the site, at club’s disposal. Crowdz. comTM will be providing services such as exclusive theme parties to cater to different clubs that it promotes. Each club will be allocated a different day to be the featured ClubZ of the day, depending of the package that each club pays for. Banner Advertisements: Each club that promotes will be custom made a banner, or logo to be place on the web site. This banners will act as billboards on the internet portal.
Viewers will be able to click at each banner transported to that club’s listing or already existing club’s internet web page. Hence will find out information about that particular club. Example: The drinks menu for that club with on. It will have the location of the club, and directions as to how to get there. It will state the musical genre for that particular club, breaking it down to many categories such as, Dance, Hip Hop, Latin, or Chill Out. Each club will have its own sense of identity clubbers can associate to.
Other than being a platform for advertising catering to the nightlife industry, Crowdz. comTM acts as a clubber’s information board. It’s the bible for clubbers in Kuala Lumpur to have. It not only acts as an information tool, it is a whole new lifestyle for the many different clubbers. A sense of unity for clubbing individuals to get together, exchange ideas, and also to have a guideline as to which club to patron for the night. It is the answer to the question each clubber will be faced to at night: “Where should I club tonight?” By building this gateway, or bridge for clubbers and clubs, Crowdz.
comTM has come up with certain features that will be posted on the site: Features Pertaining to the members: Venue Listing: A section that will list of all the clubs in Kuala Lumpur; according to the member’s preferences. A search engine will be provided with the option to search clubs based on Club Types or Drink Prices. Club Types: Search is based on the genre of music that a club features: – Dance – House Music, Radio Hits, or Trance. – Hip Hop / R&B – Latin Music- Chill Out – Jazz, Pop / Recorded Music / Live Music Drink Prices: Search is conducted based on the average price of a drink in a particular club.
There are 4 different categories for this search: – Below Rm 20- Rm 21 – Rm 30- Rm 31 – Rm 40- Rm 41 – above The average drink at each club is based on the total of all the drink prices dividing by the number of drink items, before tax. Based on this search clubbers will be able to choose a club for the night depending on their budget, noting if that is the main objective of the clubber. Only a small percentage of clubbers would actually decide on a club based on its price, however Crowdz. comTM still caters for this small percentage. Member’s lounge: This is an area where by members are suppose to interacts with one another. Creating ideas, and exchanging the many clubbing stories each clubber has.
There will be two form of interaction: Live Chat: In this section, all the online members will be able to interact with one another virtually. There will be discussions topics that are posted up on each channel for clubbers to chat about. Clubbers are also permitted to create their own private channels for chat among themselves. Via these chat channels Crowdz. comTM will be able to monitor the latest craze of the month, or what really is in demand for that month, hence will be able to host better events to cater for clubbers. Crowdz.
comTM will be able to post up market questions pertaining to the needs of clubbers, and feedback promoted clubs as to the concept that is suitable for that month’s special event. Hence better serving the clubbers while assisting market analysis for the promoted clubs. Forum: This is where members will be able to post up their review, and comments about clubs and other things pertaining to the clubbing scene. From here Crowdz. comTM and the featured Club will be able to get feedback from the clubbers. It also allows clubbers to interact freely and post offline messages to other offline members.
A total concept that is not new to the internet community, however, completes the sense of lifestyle that Crowdz. comTM promotes to its members. EventZ: In this section there will be a display of the months calendar, in that calendar it will have featured events for the entire month. Promoted clubs would have already booked the days that it wants to promote its special events, again depending on the package each club subscribes to. However, there will not be any clashes of events on the same day. E.
g. if a club is holding a Hip Hop event for that day, no other Hip Hop club will be hosting an event for that day. However a Dance club can still hold a special event on that day. The general idea is no two club with the same concept will hold an event on the same day. Hence giving clubbers an easier time to decide where to go, and maximizing the patronage for that particular event. Clubbers will be able to plan out their entire month around the featured events that are hosted.
ClassifiedZ: A section where members can put up advertisements for things that they are looking for or things that they want to sell, anything under the sun. No better way to interact with one another other than personal advertisements. A community is not complete if its members do not trade / buy or sell with one another. And since Crowdz. com is trying to promote a total lifestyle approach to clubbing, this sections acts as a bond to that idea.
Features Pertaining to the clubs: PicZ: A section dedicated to put up the pictures of members having a good time at previous Crowdz. comTM events hosted at the many clubs that are promoted. This will create a sense of awareness for the other members regarding that quality of events that are hosted. Will act as a benchmark to show the amount of satisfaction a member can get from coming to a featured event. This also acts as a promotion for the clubs that are featured on Crowdz. comTM.
UndergroundZ: This section will feature the Exclusive Party that is conducted monthly by Crowdz. comTM at a particular Club that is highly promoted for that month. This party is solely for Platinum Card members. Like the PicZ section this section will also act as a kind of promotion.
As the other non-Platinum card members see this section and the pictures that were taken from the exclusive party, they would feel a sense of wanting to be a Platinum card member. A member can only be a Platinum card member by accumulating points from every drink purchase or cover charge. This is done through the process of presenting the membership card to the club, hence member gets a discount on drinks and cover charges, while accumulating points on the card. Hence if a member wants to be upgraded to a Platinum member, the individual would have to create more transactions, as a result encouraging the individual to patron the clubs that are featured.
Sponsor Section: This is a section outside the Crowdz. comTM window. Although, it is not on the Crowdz. comTM site, it will constantly appear whenever the member is logged on. This window will have advertisements / short featured clips pertaining to our co – partner, a cigarette company.
This window will be the basis of how a cigarette company gets airtime on Crowdz. comTM. The cigarette company will not directly have advertisements on the site itself, however a window will automatically pop – up and stay on, whenever the member is still log on. 3. 0 Marketing Plan Crowdz. comTM will prove to be the leader in online promotions for the nightlife industry, and also be the pioneer and creator of inventing a whole new community that connects clubbers with clubs via the internet.
The intense technological platform for the site, is incorporated with its simplicity, thus being the key sustainer of Crowdz. comTM ‘s competitive advantage against any competitor. Crowdz. comTM will compete directly with all online nightlife directories in Malaysia as well as in directly with offline publications, like magazines and newspaper advertisements. 3. 1 Market Comparison Crowdz.
comTM will maintain a nice competitive edge against other competitors due to the market that it will create. It will have a full on three months promotions before its actual launch. This three months promotion will act as a grace period whereby the market will be guessing and edger to find out what Crowdz. comTM is all about.
It will have created a whole new lifestyle, a sense of belongings for clubbers. That is what is missing in the market now, there are other nightlife publications in the market, however their lack of advertising due to the initial start up funds makes it less effective. Clubbers do not really know the existence of these other publications. However Crowdz.
comTM will differ, as its sole competitive edge against others in the market is its backing or partnering up with a cigarette company, to fund the initial advertising cost. 3. 2 Industry Analysis Introduction Crowdz. comTM offers premium services for multiple aspects of the nightlife culture. There are three elements or basis to the services that Crowdz. comTM offers: A guide or information base site for clubbers to get information on where to club for the night.
A promotional platform for the nightlife industry, a bridge that pulls together clubbers with the clubs in Kuala Lumpur. A way for cigarette companies to reach its audience while still complying to the law that bans it from doing so. The Industry This vision of creating a site for clubbers to get information on where to club for the night, caters more as a sense of attraction for clubbers. Clubbers in general have one objectivity and that is to entertain oneself. With Crowdz. comTM clubbers will not only get an information base site it will also have a total new lifestyle.
The idea of finding entertainment is always one that is hard to battle with. Hence a little push or a sense of guidance from Crowdz. comTM will have a sense of importance to clubbers. Hence leaving other competitors far behind, as their main objectivity is purely advertisement, whereas Crowdz. comTM is more than just advertisements it’s a community, lifestyle, a total sense of belonging for clubbers.
Most clubs in Kuala Lumpur lack promotion. Clubbers are not getting the right information that is needed to make a cho ice to patron a certain club. It’s the same clubs every single night. However the market pie is a fairly large one to bite into.
This lack of promotions on clubs are basically due to the fact that huge advertisements / promotions equals huge amount of funds set aside. Clubs do not really have that kind of funds to splurge on advertisements. That is where Crowdz. comTM will come in and provide a minimal cost but maximum impact for advertising. It will basically promote clubs on an environment where its audience are looking / confused as to where to club for the night. Hence a little push or guidance as to where to club for the night would definitely benefit the clubs that promote with Crowdz.
comTM. This totally differ from other forms of nightlife advertising that exist in the market. The platform where nightlife advertising is published is not catering for the correct target audience. For example, if an ad is placed at the back of a magazine to promote a certain club, the audience that read that advertisement, are not necessarily in the mood to club, or not even clubbers for that matter. However an advertisement or as Crowdz. comTM calls it EventZ for the night, will totally cater to individuals that are in the clubbing mode hence creating a bigger impact on its target audience.
The banning of advertisements for cigarette companies in Malaysia shows that a large substantial amount of revenue is stopped. Crowdz. comTM will be having huge advertising campaigns three months prior to its launching. There will be advertising on: Television airtime Radio airtime Magazines Other Internet sites Clubs in Kuala Lumpur Billboards / Road Signs Direct mass promotion via sales promoters Indirectly with this kind of advertising it will create a sense of branding to the audiences. When the target audience finally sign up to be a Crowdz. comTM member, and log on that is where the cigarette company will post its advertisements.
So indirectly the advertising that is done for Crowdz. comTM will be the front for a Cigarette Company. 3. 2 Market Analysis Introduction Kuala Lumpur is known for its many clubs catering to many clubbing enthusiast.
There are stretches of clubs down at Bangsar, Jalan P. Ramlee, and Sri Hartamas all competing each other and not really known to the consumer. On the other hand its population is a substantially large one. There are more clubbers than there are clubs, hence the sense of promotion for a particular club is very important, as clubbers will definitely patron a certain club if it sees the potential of it entertaining / satisfying that clubber.
Kuala Lumpur and Selangor combine has a population of 4, 305, 500 people. The target age group for Crowdz. comTM will be individuals in the 18 – 35 years old segmentation, which comprises of 1, 162, 485 people. When in total Kuala Lumpur has a club population of 245 clubs. The Market The discretionary spending power of a clubber per annum is estimated at Rm 17 Billion. That is a health amount of spending, generated by individuals in the 18 – 35 age group, on clubbing.
That comes down to an average of Rm 170 per night clubbers spending. 3. 3 Competitor Analysis Introduction Crowdz. comTM competes directly with all online / offline nightlife guides. There is no direct competition however as non of the competitors has the idea of creating a sense of community among clubbers. Non of them have the intention of having a large board base of clubbers with the soul purpose of making their platform a sense of lifestyle, which Crowdz.
comTM truly believe in. The rest of the market competitors solely wants to act as an advertising medium for the clubs itself, Crowdz. comTM has the opposite primary vision of being the lifestyle for clubbers. With the advertising for clubs as a secondary vision.
The competition market is further broken down to direct competitors and in direct competitors. Direct Competitors Would be companies that have a website base on the net and share similar ideas as Crowdz. comTM which is to provide information for clubbers. One major competitor in this department would be KLUE. Klue is an information magazine that is sold for Rm 1. 80 weekly.
It provides information pertaining to Film, Music, Arts, Food, and Nightlife for individuals living in Kuala Lumpur and State of Selangor. However Nightlife is a small portion of its section, its main emphasis is the “Artsy Fars y” of individuals in Kuala Lumpur. It has made a substantial impact in the market although market awareness is still low, only 20% of the target audience is aware of its existence. It also has a website which is a major run for Crowdz.
comTM as its filled with attractive Macromedia (R) Flash Designs. Too intricate so much so that its confusing when surfing in it. There is not much member’s interaction and lack of member’s participation. There are too much information making it not user friendly. An individual would have to know what exactly they want before finding the answers.
Whereas Crowdz. comTM takes a different approach where information is fed to the member, via the featured ClubZ of the day. This is a more effective way of promoting. Furthermore, Klue doesn’t have a substantial amount of members to make its advertising cost effective. Over all Klue is a major competitor to Crowdz. comTM however, Crowdz.
comTM ‘s major advertising approach in its first 3 month, will make Klue and amateur to the Nightlife promoting scene. Its club orientation as apposed to Crowdz. comTM ‘s clubber’s orientation will make it a small contender to Crowdz. comTM. In Direct Competitors In direct competitors to Crowdz. comTM would be any publication or form of advertisements that promote a certain kind of club or a party event-taking place in Kuala Lumpur and Selangor.
3. 4 Pricing PRICING Year 1 Year 2 Year 3, 4 & 5 Membership Silver Crowdz. comTM Member Free Rm. 60 Rm. 72 Gold Crowdz. comTM Member Free Rm.
60 Rm. 72 Platinum Crowdz. comTM Member Free Rm. 60 Rm. 72 First year is free Prices for membership / year Clubs Silver Promo Basic / Monthly Retainer Drinks / Cover Charge Commission Rm. 5001% Rm.
5001% Rm. 6001%Gold Promo Basic / Monthly Retainer Drinks / Cover Charge Commission Rm. 10001% Rm. 10001% Rm. 11001%Platinum Promo Basic / Monthly Retainer Drinks / Cover Charge Commission Rm. 20001% Rm.
20001% Rm. 21001% Initial 3 months free of charge 3. 5 Marketing Strategy Introduction The following reasons reinforce why Internet advertising is a strong marketing tool for the 21 st century: Flexibility: Changing an advertisement in print media can often be a hassle. With tight deadlines and publishing restrictions, advertisements can often become outdated. Internet advertising, on the other hand, gives the flexibility to change or update an advertisement on an unlimited basis during the campaign. This gives the marketer the advantage since they are able to continually create a fresh image and update important information.
Interactive: Give the audience immediate access to further information about the company. Logo advertising allows the audience to click on the advertisement and be provided with further information from either the company’s own website or a customized page provided by Crowdz. comTM. This is a great way to sell the audience right then and there, as well as get immediate feedback from them.
Accessibility: How else can customers have 24/7 access to a company’s products or services? This is especially important for the nightlife industry, since all of Crowdz. comTM ‘s audience consists of “night owls.” There are a large number of club-goers who slip in front of their computer in the wee hours of the morning to surf the internet. Cost Effectiveness: Advertising on the Internet is the most cost-effective form of advertising available, and Crowdz. comTM has a pricing model that is made affordable to the clubs.
Reputation: With Internet advertising being a low-cost and effective solution to marketing, a presence on the web demonstrates strong business knowledge. If competitors aren’t already advertising on the web, this provides an even greater opportunity to get ahead. Target Market Strategy The target market consists of young, upper to middle-class, and socially active, computer-literate individuals. The range includes 18-35 year olds, but more precisely the market is focused on 20-24 year olds. Crowdz. comTM fills the crucial need that this target market is desperately searching for.
There is not one place on the web for Malaysians where people who like to be socially active and congregate in off-hours can freely interact with each other, as well as nightlife professionals, having access to the most updated nightlife information available. Crowdz. comTM joins the clubbing community of the world together, while at the same time providing an extremely localized and personalized environment. Creating a total lifestyle for clubbers. Three will be a three months full on advertising done prior to Crowdz. comTM ‘s official launching.
At this time the funds, RM 2 Million, sponsored by a cigarette company, will be used for the following kind of advertising: Television – Commercials maximum exposure on air. Radio – Radio commercials conducted by famous Malaysian celebrities and further endorsed by Radio Dj. Again maximum airtime. Billboard Advertising – Commuters will be able to see huge advertising signs for Crowdz.
comTM with catchy phrases like “Where to Club for tonight?” as a motto. Heavy advertisements on buses and particularly in the clubbing areas, like Bangsar, Sri Hartamas, and Jalan P. Ramlee. Clubs that already sign up with Crowdz. comTM will have to put up a banner associating itself to Crowdz. comTM, hence further promoting Crowdz.
comTM. Internet Portals – Portals associating with the Malaysian community will be paid money for Crowdz. comTM ‘s logo to be put on. It will have links directed to Crowdz.
comTM, hence further making the presence of Crowdz. comTM known to the internet community in Malaysia. These forms of advertising are the basis of Crowdz. comTM ‘s full on advertising campaign to make its presences known to the community, hence creating a total new Lifestyle to the clubbing community in Malaysia.
The cigarette company will indirectly ride from the massive publicity Crowdz. comTM gets from the full on advertising that happens. Service StrategyMembersCrowdz. comTM has developed its service, the Crowdz. comTM website, with the members in mind.
Each member are issued transparent membership cards, looking a lot like a credit card. These cards are segregated into 3 types, Silver, Gold, and Platinum. Points are accumulated for every transaction the members use to buy a drink at a featured club or paying for entrance fees. The more points a member collects enables them to upgrade their membership statues. The Platinum being the most elite membership. There will be special / exclusive parties held once a month solely for Platinum Card Members.
These will create a sense of pride in Platinum card members, hence further encouraging members to create as much transactions as possible. The more transaction a member does, will earn Crowdz. comTM commission with the featured club. Clubs Crowdz. comTM is a site developed to have information for its members regarding where to club in Kuala Lumpur and Selangor. It acts as a promotion base site for clubs that are already present.
Crowdz. comTM has prepared 3 kinds of cooperate memberships for these clubs to choose from. (refer to Section 3. 4 Pricing).
Silver Promo Clubs that promote with Crowdz. comTM in this cooperate plan will be given 1 featured event per month.
They will be the ClubZ of the day once a month. They will also have their logo, which is designed by Crowdz. comTM featured on the website 2 days a week. Gold Promo Clubs that promote with Crowdz.
comTM in this cooperate plan will be given 2 featured events per month. They will be the ClubZ of the day once twice month. They will also have their logo, which is designed by Crowdz. comTM featured on the website 3 days a week. Platinum Promo Clubs that promote with Crowdz. comTM in this cooperate plan will be given 3 featured events per month.
They will be the ClubZ of the day once a month. They will also have their logo, which is designed by Crowdz. comTM featured on the website 5 days a week. They will also be able to host the exclusive Crowdz.
comTM party that is catered solely for Platinum Card members / big spenders. Pricing StrategyCrowdz. comTMTM does not charge the basic user for its services for the first year. The goal is to provide the most up-to-date content to Crowdz.
comTM members, and the most involved nightlife community to the advertising clients. Crowdz. comTMTM’ offers all clubs in Kuala Lumpur and Selangor to be listed on the site for FREE. However any clubs interested to be promoted on Crowdz. comTM will be given the initial 3 months grace period, services are offered for free. However subsequently after that the corporate package promo is offered.
(Refer to Section 3. 4 Pricing. ) Advertising and Promotion StrategyCrowdz. comTMTM has developed a low cost advertising and promotions strategy through the formation of mutually beneficial strategic alliances apart from the initial advertising that is needed to create market awareness.
The cost for that initial advertising though is not bared by Crowdz. comTM, but by a sponsoring cigarette company. Crowdz. comTM will make joint marketing alliances with the largest and more prominent venues in Bangsar, Jalan P. Ramlee and Sri Hartamas also with the inclusion of other areas that are viable to the masses.
It is in the best interest of the clubs to co-promote Crowdz. comTM. Once their customers are members of the site, the venue can now not only interact directly with its customers, but also have the capability to track their customers and receive the most up-to-date marketing information. Hence clubs that promote with Crowdz.
comTM will hang Crowdz. comTM ‘s banner at its location along side with allowing Crowdz. comTM promoters to distribute fly ers at featured events. Sales StrategyCrowdz. comTM has a three step sales package. The first promotions package is free, in order to get content as well as getting the venue addicted to using Crowdz.
comTM. com to manage their promotions. Once the club gets used to this system of promoting, the initial 3 months, the trend is to want more exposure on the site; this is then provided through a subscription-based revenue model. 4. 0 Management Plan Introduction Azan Tengku along with Henry Maehl and Arun Balachandran founded Crowdz. comTM.
The company is set up with a relatively flat corporate structure. The structure comprises of three different sections: Production: The actual web based programming and logo designing along with the copy writing. In this area the employees will concentrate on the actual building and updating of the website, which is of great importance, as Crowdz. comTM ‘s success depends on efficiency and up to date information. It comprises of: Creative Director Graphics Designer / Copy Writer Webmaster Web Programmer Marketing: This section of the company is where employees actually go out and market Crowdz. comTM to the public and individual clubs.
The actual sales are done in this department. It comprises of: Marketing Director Sales / Event Coordinator A Sales / Event Coordinator B Sales / Event Coordinator C Finance / Admin: The actual administration of the company is done in this sector of the company, along with the accounting. This department of the company is very important to its operations, as most of the workload deals with administration. It comprises of: Finance / Admin Director (Managing Director) Secretary / Receptionist Junior Accountant Data Entry Clerk A Data Entry Clerk B Data Entry Clerk C 4. 1 Organizational ChartCrowdz.
comTMTM Organizational Chart Assumptions: Total: 13 Employees Managing Director = Finance / Admin Director 4. 2 Management Team Azan Tengku, Major Shareholder / Managing Director / Finance / Admin Director: Age 23. As Major Shareholder of Crowdz. comTM Azan has contributed to the development of the business structure and is currently profiling certain cigarette companies, to be Crowdz. comTM ‘s main sponsor. Azan has always been fascinated with business even at an early age.
He started his first job a She shar Restaurant, at the age of 13, gaining exposure to the need for individuals to entertain themselves. It has always occurred to Azan that individuals will always strive and pertain to the need to entertain themselves. Its fascinating to him to see the extent individuals will go to achieve this satisfaction. The very basis of creating a unity among these individuals is the drive behind Crowdz. comTM. After High School Azan served his national country, Singapore, as a Lieutenant in the Changi Camp, leading a group of 40 individuals.
His sense of leadership qualities were mainly established during his military service, 2 1/2 years. After which at the age of 22 he went to Malaysia to pursue a degree in Business Administration at Western Michigan University, where he is currently in his 2 nd Semester. Henry Maehl, Marketing Director: Age 22. Like Azan Henry too has possessed a passion for business from a very early age.
He held his first job in a computer store in Jakarta Indonesia at the age of 12, gaining exposure to the Information Technology. At the age of 16 Henry took a leave of absence from High School and ventured out to Vietnam to set up a Computer Retail Shop. It broke even after 6 months, at which Henry realized the need for higher education, leaving the shop in the trust of his partner. He returned to Indonesia and finished off his last year in High School. In his final year of High School Henry kindled his entrepreneurial spirit and started to develop the marketing concept behind Crowdz. comTM.
Henry is currently studying in Babson College perusing a B. A in Marketing and Finance. Arun Balachandran, Creative Director: Age 24. Arun has always been technically inclined even at a tender age. At the age of 12 he created his own software that acts as a buffer for internet spamming. His computer savvy ness has helped create the ground works for the Crowdz.
comTM portal. He is the brains behind the whole technical approach to the website. Arun has finished his High School in Jakarta Indonesia, after which Australia’s Top Five Internet Provider recruited him. He is currently the Senior System Analysis there. 4.
3 Job Scope Managing Director: This key position is to ensure that everything in Crowdz. comTM is running smoothly. The Managing Director also approves all the cash transactions. He doubles up as the Finance / Admin Director. He is also suppose to ensure that employees are not facing any problems. All the marketing concepts and strategies are first acknowledged by him.
He is to ensure that the company gets the sponsorship from a cigarette company. Creative Team Creative Director: The Creative Director at Crowdz. comTM is someone with a technical know how on computers and posses great artistic abilities. He is in charge of a Webmaster, Web Programmer, and a Graphics Designer who doubles up as a copywriter. He is suppose to ensure the actual completion of the website, and that its constantly updated according to the clients. He has to work hand in hand with the Marketing Director to ensure that what the clients want are in accordance to what’s presented on the website.
He answers to the Managing Director, however a lot of the decisions are up to his discretion. Webmaster: The Webmaster works under the supervision of the Creative director. He is suppose to create a portal for Crowdz. comTM at the same time make sure that all goes well with the website. To assist him he has a Web programmer.
He is the actual driving force behind the actual programming of Crowdz… com’s portal. Web programmer: The Web Programmer works under the supervision of the Webmaster. He is to assist the webmaster in the actual updating of information relayed from the Marketing Team. He is to ensure that all the minor glitches are in order and that no system down. Graphics Designer / Copy Writer: This individual works under the supervision of the Creative director.
He is suppose to ensure that each client gets a unique logo. The actual text and artistic images and views on the website is his job scope. He is supposed to ensure that the image projected in terms of artistic is at par with what Crowdz. comTM has in mind. Marketing Team Marketing Director: The Marketing Director is someone that has the Marketing know how to run Crowdz. comTM.
He is the person in charge of the three Sales / Even Coordinator. He is to ensure that Crowdz. comTM gets substantial membership and that a pool of clubs promote with Crowdz. comTM. He is the driver behind Crowdz. comTM ‘s Sales.
He also has to come up with new marketing strategies and party themes for the clients. Sales / Event Coordinator A, B, & C: These individuals are working under the supervision of the Marketing director. They are the sales person for Crowdz. comTM doubling up as event advisors and coordinators to the clients. They are the ones doing the actual door knocking. These individuals conduct all the sales call for Crowdz.
comTM. Finance / Admin Team Finance / Admin Director: This is the same person as the Managing Director. Since the Managing Director over looks the overall aspect of Crowdz. comTM, he is also in charge of the administrations and accounting of the company. He is supervisor to the Secretary / Receptionist, Junior Accountant, and 3 Data Entry Clerks. He is to ensure that all the administrative works are done properly and that the accounts for the month is carried out properly by the Junior accountant.
Secretary / Receptionist: The Secretary also doubles up as a company receptionist. She is the person that actually sorts out mails, and greet guest when they come. She has 3 Data Entry Clerks to assist her. She also doubles as a personal assistant to the Managing Director. Overall she is the person that handles the actual administrative work in Crowdz. comTM.
Junior Accountant: The Junior Accountant is suppose to tally up the every months, billings and expenses. Record all the transactions with the help from the Data Entry Clerks. He is also suppose to issue invoices to the clients at the end of every month. Data Entry Clerks A, B, & C: These three individuals are to assist the Secretary and Junior Accountant with all the date entry work. They are also supposed to ensure that members get their membership cards on time. They are in charge of the processing of a new member.
These details are relayed to them by the Sales / Event Coordinators. Overall they are the company’s clerks dealing with all the administrative work. 5. 0 Financial Plan Assumptions: Crowdz.
comTMTM needs the funding of a cigarette company for its initial start up advertising. This will act as an indirect form of advertising for a sponsoring cigarette company. This expenses however in no way are bared by Crowdz. comTMTM, hence the initial capital would be low. Initial startup capital of RM 221, 000 Major Shareholder forks out 50%, RM 110, 500 Two other Associate Partners will share the remaining capital of RM 55, 250 each Capital RM 221, 000 is projected for 6 months Operations Cost without revenue plus RM 50, 000 is projected for Office Fixtures and Portal Designing. Cost / Month is RM 28, 500 inclusive of Salaries.
Actual initial 3 months is projected not to have any Sales. A sponsored cigarette company will gain from indirect advertising via the internet, which complies to the banning of advertisements by cigarette companies, under the Malaysia Law. Hence providing the Sponsored Capital of RM 2 Million. Projected Balance Sheet and Income statements are based on a tax projection of 28% A projected assumption of how many members and club that will sign up with Crowdz. comTM is provided.
This is vital to comprehend as it will give a basic understanding of the Projected Income Statement and Balance Sheet that is provided.