Valiant

Company Description
Company Summary
Valiant Marketing is a new conception in marketing. Our marketing agency will be tilted toward gaining clients to work with LGBT consumers and businesses. Basically, Valiant will work towards connecting businesses in America with the LGBTQ community. Our company will work with major companies, brands, entities and government institutions in the endeavor to comprehend, reach, serve and work with the LGBTQ. By conducting extensive market research across the spectrum of this community, Valiant Marketing will provide our clientele with a profound and substantial understanding of how to realistically link with and engage with this increasing, influential, potent and diverse LGBTQ community.
Mission Statement
Vision Statement
We shall operate our business with excellence in all facets and at all times, treasure the exquisiteness and distinctiveness within the advertising and marketing industry, and we will purpose to sustain our brand name and reputation in the highest regard possible.
Services
Valiant Marketing prides itself in creating a link between businesses and the LGBTQ community. There are five fundamental services that our company will render to our consumers:
1. Public relations
This will include developing a wide range of programs and products that are means to sustain or improve the image and reputation of businesses and the products and services that they offer and will be focused on the LGBTQ consumers.
2. Advertising
This will include coming up with advertisements from the moment of conception of the ads to when they become completed. These services will have the fundamental objective of influencing the purchasing behavior of the LGBTQ consumers to lean on to the products and services being offered by the businesses.
3. Strategy
This service will include helping businesses to develop a general game plan through which they can reach the prospective LGBTQ consumers as a community and convert them into consumers of their product and service offerings
4. Market research
Valiant Marketing will seek out information that links the LBGT community with businesses. The information gathered will be employed in ascertaining and delineating marketing prospects and problems; creating, modifying and appraising marketing actions in addition to enhancing understanding of the LGBTQ community.
Core Values
The following are the core values that our company will stand by and adhere to at all times:
· All members of staff will conduct themselves with utmost professionalism in their day to day work
· All consumers that walk in our doors will be treated with integrity and objectivity to guarantee their satisfaction
· We guarantee brilliant customer service and customer satisfaction at all times
· We guarantee incessant creativity and comprehensive insight in all services that we provide to fit in the preferences and inclinations of LGBTQ consumers.
Key Partnerships
Key partnerships encompass the grid of the business affiliates and business suppliers that enable the business to operate effectively. One of the key partnerships for Valiant Market will be working in tandem with the National LGBTQ Chamber of Commerce (NGLCC). The NGLCC is the entity that provides a voice for businesses of the LGBTQ community. It is the biggest activism organization that is committed to the expansion of economic prospects and developments for LGBTQ individuals, and the select certifying entity for LGBTQ-owned businesses (NGLCC, 2019).
Management Team and Company Structure
The company structure of Valiant Marketing will be hierarchical comprising of different rakings using the top-down approach:
Industry Analysis
Industry Trends
Consumers from the LGBTQ community are a demographic that is highly lucrative, as they are valued to be worth approximately $700 billion in the United States and roughly £80 billion in Britain. Statistics indicate that the LGBT economy in America comprises of LGBT businesses that bring in $1.7 trillion to the entire economy and generate tens of thousands of jobs on an annual basis (NGLCC, 2019). However, one of the key trends within this industry is that about two-thirds of consumers from this community continue to be loyal to brands that are gay-friendly as compared to other brands, even in instances when other companies offer them lower prices. In accordance to market research, it has been established that 85 percent of individuals from the LGBTQ community have a preference of purchasing products or services from a brand that advertises and markets in the LGBT media or comprises of ad creatives that specifically target them. This indicates the massive business potential that can create a link between this community and businesses in the market.
Valiant Market purposes to bring trust, unity and enthusiasm in the marketing and advertising industry. Our marketing and advertisement services will help businesses to gain understanding into the LGBTQ communities in regard to their preferences and inclinations and therefore target these consumers in an effective manner. Our company assures businesses that we will facilitate effective market positioning of their brands glaringly in the LGBTQ community. At the same time, Valiant Marketing endeavors to ensure that the LGBTQ community is shone in a positive light and their voices also heard through our marketing efforts.
Future of the Industry
The future prospects of the industry appear to be bright and hopeful. In the present day, technology advancement is on a high and more and more consumers are eager to embrace and make use of cutting-edge products and services. Social media platforms and online advertising is on the rise and progressively more businesses are seeking services to market their business operations online. Automated processes facilitate expedient business processes, which not only bring in a greater consumer base but at the same time also increase the revenue generated by the company. Therefore, it is anticipated that there will be increased sales in the future for the industry. In addition, with progressively more states and countries recognizing the rights and liberties of the LGBTQ community, the demographic is growing making it progressively valuable in conducting business.
Market Analysis
Market Segmentation and Target Market Selection
From a demographic perspective, Valiant Marketing will lay emphasis on both individuals and businesses that endeavor to conduct business transactions with the LGBTQ community. These are companies that necessitate proper marketing and advertisement to facilitate their success in the market. Geographically, the initial two years will consist of ad buys and connections in the Southeast US with Atlanta as the home base / next 2 years expand Nationwide with plans afterwards to go global. Subsequent to having a greater number of consumers and increase service sales, we plan to extend our business operations to neighboring states and further to internationally. The LGBTQ community is increasing all over the world. From a psychographic perspective, Valiant Marketing will target companies that are seeking to create a business relationship and affiliation with consumers and businesses in the LGBTQ community, with the main of changing how these consumers perceive them and have an endearing to them. In addition, these are companies that aspire to have the processes that have consumer preferences in mind and are fitting to the business’ needs.
Target market selection is imperative to business accomplishment and achievement. Our business company will target the business community in Southeast US with Atlanta as the home base that requires to market and advertise their products to consumers and businesses to the LGBTQ community.
SWOT Analysis
SWOT analysis lays emphasis on the internal factors of an environment, which are the strengths and weaknesses and the external factors of an environment, which are the opportunities and threats (Hill and Jones, 2011). Notably, these strengths, weaknesses, opportunities, and threats ought to be examined in relation to the needs and competition within the market. Basically, SWOT analysis enables the company to ascertain its strong suits and the areas that necessitate enhancements (Hill et al., 2014). The following is a SWOT analysis of:
Strengths
1. The business will offer a distinctive and exceptional marketing and advertising with unmatched and satisfactory customer service
2. The owner as well as the personnel will have significant experience and understanding within the marketing and advertising industry
3. The product offerings from the business will be well priced to guarantee customer satisfaction and loyalty
Weaknesses
1. There is a great deal of competition within the market as other companies have established themselves and it is challenging to gain market share
2. The LGBTQ community is very discerning and picky with the businesses that they work with and take up their services and products. Therefore, tapping into the market will not be automatic.
3. Bearing in mind that we are a new advertising and marketing agency, it might take some considerable time for our company to break into the market, increase market share, and gain acceptance from majority of the top-profile clients in the market.
4. Another weakness is that our company does not have the substantial amounts of money to pump into the marketing and promotion of our business to the clienteles, especially through different mainstream media such as television and radio the way in which we would wish to.
Opportunities
1. The LGBTQ community continues to be a lucrative demographic. This is a prime opportunity for our business to tap into this demographic to create a reputable name.
2. The LGBTQ community is a growing community with an increasing population. The population is growing not only locally in the United States but also internationally. There is the opportunity for our company to expand business operations. First 2 years will consist of ad buys and connections in the Southeast US with Atlanta as the home base / next 2 years expand Nationwide with plans afterwards to go global.
Threats
1. There is the threat of new entrants into the industry, especially with regard to this lucrative demographic.
2. The incessantly changing consumer preferences and inclination as well as the market trends pose a threat to the business
Marketing Plan
Marketing Mix
Product
We endeavor to transform our business operation into a value-added provision of penetrative and extensive marketing and advertising solutions to consumers. The product and service offering provided by Valiant Marketing will be set into five specific areas including advertising, marketing strategy, market research, and public relations.
Price
Pricing without a doubt plays a pivotal part in attaining success in our industry of operation. In the prevailing market, several companies are in pursuit of marketing and advertising services, with the main endeavor of promoting their businesses and increasing their consumer base. Valiant Marketing will utilize the value pricing strategy. This pricing approach is deemed to be ideal for our business because it will take into account both the high-end consumer segment and the budget consumer segment (Hill, Jones, and Schilling, 2014). Our endeavor in pricing our products will be to strike a balance between the magnitude, scope and cost of the marketing and advertisement.
Promotion
We will utilize a number of approaches to promote Valiant Marketing in the market. First, the company will make use of print ads including billboards and pamphlets with visual components of the services that we offer. We will also make use of word of mouth marketing with a succinct but comprehensive relay of information regarding the marketing and advertising services that we offer and also our business location and contact information. In alignment with embracing technology, we shall also make use of the internet and social media to promote our business products and services. Aside from having a user-friendly and simple to understand website where consumers will get our contacts and business services, we shall also make use of social media websites. This will comprise of Facebook, Twitter, and Instagram pages with the handle Valiant Marketing.
Place
Our initial focus in the market will be the city of Southeast US with Atlanta as the home base. At the present moment, owners of Valiant Marketing have considerable connections in this region, which will be beneficial in setting up the business and presence in the market. Once we are able to establish our reputation and brand name in the region, we plan to expand to the neighboring states and eventually provide marketing and advertising services to businesses and clientele across the United States and internationally in markets such as the United Kingdom, which has a significant demographic of individuals who identify with the LGBTQ community. Our business locations and concentration will increase and expand as well increase our staff and the revenue generated and also expanding our consumer base.
Financial Analysis
Financial Budget
The financial budget that we have for starting the business is $50,000 from the two owners of the company. The following budget illustrates the manner in which this cost will be utilized to meet the different essential costs and expenses necessitated in starting the business:
Expenses
Budget

Merchandise
$10,000.00

Rent
$10,000.00

Interior Design Cost
$1,000.00

Advertising and Marketing Campaign
$10,000.00

Utilities
$8,000.00

Insurance
$4,000.00

License
$1,000.00

Total
$44,000.00



Financial Projections

Valiant Marketing






Sales Projection





 
For Five Years
 
 
 
 


Year 1
Year 2
Year 3
Year 4
Year 5

Sales
240,000
312000
405600
527280
685464

Cost of Sales
96000
124800
162240
210912
274185.6

Gross Income
144,000
187,200
243,360
316,368
411,278

Expenses






Sales and marketing expenses
20,000
24000
28800
34560
41472

Advertising and marketing campaigns
30,000
36000
43200
51840
62208

Training
12,000
13320
14785.2
16411.57
18216.84

Utilities
8,000
8,000
8,000
8,000
8,000

Insurance
4,000
4,000
4,000
4,000
4,000

Rent
10,000
10,000
10,000
10,000
10,000

Total expenses
84,000
95,320
108,785
124,812
143,897

Net Profit
60,000
91,880
134,575
191,556
267,382








The following are the assumptions made for the income statement:
1. The revenue sales increase for the first five years at a rate of 30 percent subsequent to our company having established its presence in the market. This is based on the supposition that there will be more demand for the services before the market becomes flooded.
2. The cost of sales will constantly increase because there will be increased labor and production process for the product offerings
3. Sales and marketing expenses will increase because there will be more competitors over the years and therefore a need for more market appeal
4. Rent will remain fixed at $10,000 for the first three years. Insurance will also be fixed at $4,0000
References
NGLCC. (2019). About NGLCC. Retrieved from: https://www.nglcc.org/
Hill, C., & Jones, G. (2011). Essentials of strategic management. Nelson Education.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integrated approach. Cengage Learning.