〔0MI[Mp0IART January 2001 This sample marketing plan has been made available to users of Marketing Plan pro m marketing planning software published by Palo Alto Software. Names, locations and numbers may have been changed, and substantial portions of text may have been omitted from the original plan to preserve confidentiality and proprietary informatio You are welcome to use this plan as a starting point to create your own, but you do not have permission to reproduce, publish, distribute or even copy this plan as it exists here Requests for reprints academic use, and other dissemination of this sample plan should be emailedtothemarketingdepartmentofPaloAltoSoftwareatmarketing@paloalto.com.For productinformationvisitourWebsitewww.paloalto.comorcall1-800-229-7526 Copyright Palo Alto Software, Inc 1995-2002
January 2001 This sample marketing plan has been made available to users of Marketing Plan Pro™, marketing planning software published by Palo Alto Software. Names, locations and numbers may have been changed, and substantial portions of text may have been omitted from the original plan to preserve confidentiality and proprietary information. You are welcome to use this plan as a starting point to create your own, but you do not have permission to reproduce, publish, distribute or even copy this plan as it exists here. Requests for reprints, academic use, and other dissemination of this sample plan should be emailed to the marketing department of Palo Alto Software at marketing@paloalto.com. For product information visit our Website: www.paloalto.com or call: 1-800-229-7526. Copyright Palo Alto Software, Inc., 1995-2002
Confidentiality Agreement The undersigned reader acknowledges that the information provided by in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to Upon request this document is to be immediately returned to Name(typed or printed) This is a marketing plan. It does not imply an offering of securities
Confidentiality Agreement The undersigned reader acknowledges that the information provided by _______________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _______________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities
Table of contents 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2. 1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trends 2.1. 4 Market Growth 2. 2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2. 4 Threats 2.3 Competition and Buying Patterns 2.4 Product Offering 2.5 Keys to Success 2.6 Critical issues 3.0 Marketing Strategy Mission 3.2 Marketing objectives 3.3 Financial objectives 1112234555555667777888899 3.4Ta 3.5 Positioning 3.6 Strategie 3.8 Marketing research 4.0 Financials 4.1 Break-even Analysis 4.2 Sales Forecast 4.3 Expense Forecast 0 Controls 5.1 Implementation 13 5.2 Marketing Organization 13 5.3 Contingency Planning 14
Table Of Contents 1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . 2 2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 3 2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . 4 2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.3 Competition and Buying Patterns . . . . . . . . . . . . . . . . . . . . . 5 2.4 Product Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.6 Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 4.0 Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5.1 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 14
Contemporary Ti Designs 1.0 Executive Summary Contemporary Ti Design is a designer and manufacturer of unique titanium jewelry. Contemporary Ti Design makes many designs in the form of earrings, pins and pendants. All of the products are designed and manufactured by Steve Artificer. Each piece of jewelry is a work of art in itself, very special and unique. Most people will feel that Steve's pieces are like nothing else they have ever seen. steve will be selling directly to end consumers through his website as well as at exhibitions/shows. Steve will also use galleries, elry retailers as a distribution channel as well Steve will be operating Contemporary Ti Design out of his Hood River home. For the first eight months Steve will be a one-man show. Steve will welcome an independent sales representative on month eight to allow Steve to spend more time at home designing and constructing 2.0 Situation Analysis Contemporary Ti Design is a start-up company operating out of the owners home. Marketing will be key to raise visibility and awareness of Contemporary Ti Design and their products. The basic market need is for unusual pieces of art jewelry crafted out of titanium Titanium is used because of its hypoallergenic qualities (ideal for necklaces and earrings that touch the skin), its incredible strength and light weight 2.1 Market summary their target customers. This information will be leveraged to continually determine who the ning Contemporary Ti Design has a lot of information regarding the market and attributes conce customer is, their specific needs, and how Contemporary ti Design can best communicate with Target Markets ■ Retailers(galleries,) Individuals Page 1
1.0 Executive Summary Contemporary Ti Design is a designer and manufacturer of unique titanium jewelry. Contemporary Ti Design makes many designs in the form of earrings, pins, and pendants. All of the products are designed and manufactured by Steve Artificer. Each piece of jewelry is a work of art in itself, very special and unique. Most people will feel that Steve's pieces are like nothing else they have ever seen. Steve will be selling directly to end consumers through his website as well as at exhibitions/shows. Steve will also use galleries, museum shops, and specialty jewelry retailers as a distribution channel as well. Steve will be operating Contemporary Ti Design out of his Hood River home. For the first eight months Steve will be a one-man show. Steve will welcome an independent sales representative on month eight to allow Steve to spend more time at home designing and constructing. 2.0 Situation Analysis Contemporary Ti Design is a start-up company operating out of the owner's home. Marketing will be key to raise visibility and awareness of Contemporary Ti Design and their products. The basic market need is for unusual pieces of art jewelry crafted out of titanium. Titanium is used because of its hypoallergenic qualities (ideal for necklaces and earrings that touch the skin), its incredible strength, and light weight. 2.1 Market Summary Contemporary Ti Design has a lot of information regarding the market and attributes concerning their target customers. This information will be leveraged to continually determine who the customer is, their specific needs, and how Contemporary Ti Design can best communicate with them. Retailers (galleries) Individuals Target Markets Contemporary Ti Designs Page 1
Contemporary Ti Designs Table 2.1: Target Market Forecast Target Market Forecast Grov 2005 Individuals 1,654,91 1,8039231,96627 657,5001,806,6251,969,167 21434239490m0 2.1.1 Market Demographics The profile for the ideal customer consists of the following factors Geographics The United States is the geographic area. This is due to the enormous reach of the Internet as well as promotion and distribution in most of the larger states The total targeted population is 168,000 Demographics Male and female Income ranging from $30, 000-$80,000 Have attended some or all of a 4-year degree program at a university Middle of the road liberal politically. Behavior Factors Enjoy spending their discretionary income on art or jewelry. Have liberal political view Live a progressive lifestyle Table 2.1.1: Target Market Analysis Target Market Analysis rket segments Characteristic Characterist Character 2.1.2 Market Needs Contemporary Ti Design is providing its customers with innovative, creative, handmade jewelry. It will provide the following benefits to their customers Selection: A wide range of jewelry styles, creations, and anodizing schemes Accessibility: Ti design sells direct to the consumer through a network of art/jewelry galleries, and at art fairs and shows. Customer service: The patron will be impressed with the level of attention and service that they receive. This level of service occurs during all transactions with Ti designs from answering questions, to order taking to warranty repairs Competitive pricing: The pricing structure provides the consumer with a good value for handmade jewelry and the craftsmen with a fair profit Page 2
Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Growth 2001 2002 2003 2004 2005 CAGR Retailers (galleries) 7% 2,525 2,702 2,891 3,093 3,310 7.00% Individuals 9% 1,654,975 1,803,923 1,966,276 2,143,241 2,336,133 9.00% Total 9.00% 1,657,500 1,806,625 1,969,167 2,146,334 2,339,443 9.00% 2.1.1 Market Demographics The profile for the ideal customer consists of the following factors: Geographics • The United States is the geographic area. This is due to the enormous reach of the Internet as well as promotion and distribution in most of the larger states. • The total targeted population is 168,000. Demographics • Male and female. • Ages 21-43. • Income ranging from $30,000- $80,000. • Have attended some or all of a 4-year degree program at a university. • Middle of the road liberal politically. Behavior Factors • Enjoy spending their discretionary income on art or jewelry. • Have liberal political views. • Live a progressive lifestyle. Table 2.1.1: Target Market Analysis Target Market Analysis Market Segments Characteristic Characteristic Characteristic Characteristic Characteristic Retailers (galleries) ----- Individuals - - - - - 2.1.2 Market Needs Contemporary Ti Design is providing its customers with innovative, creative, handmade jewelry. It will provide the following benefits to their customers: • Selection: A wide range of jewelry styles, creations, and anodizing schemes. • Accessibility: Ti design sells direct to the consumer, through a network of art/jewelry galleries, and at art fairs and shows. • Customer service: The patron will be impressed with the level of attention and service that they receive. This level of service occurs during all transactions with Ti designs from answering questions, to order taking, to warranty repairs. • Competitive pricing: The pricing structure provides the consumer with a good value for handmade jewelry and the craftsmen with a fair profit. Contemporary Ti Designs Page 2
Contemporary Ti Designs 2.1.3 Market Trends The market trend within the jewelry industry is a movement toward custom unique pieces as well as limited production items. This trend is in response to the climate of the industry in the Within a few years, people were running into others who had the same piece of jewelry Th 2 low production and unique, not something that you would see very often 5oo mid-nineties where the jewelry market was flooded with thousands of identical pieces of jew Customers are using similar pieces of jewelry as a way of creating distinction from the common population, a way to stand out. This desire is part of a broader desire to be different Contemporary Ti Design has leveraged this trend by creating unique pieces that are distinct. Market Forecast 1500,000 1,000,000 500.000 2001 2002 2003 2004 2005 Page 3
2.1.3 Market Trends The market trend within the jewelry industry is a movement toward custom, unique pieces as well as limited production items. This trend is in response to the climate of the industry in the mid-nineties where the jewelry market was flooded with thousands of identical pieces of jewelry. Within a few years, people were running into others who had the same piece of jewelry. This element of commonality or "run of the mill-ness" fueled demand for artistic jewelry that was in low production and unique, not something that you would see very often. Customers are using similar pieces of jewelry as a way of creating distinction from the common population, a way to stand out. This desire is part of a broader desire to be different. Contemporary Ti Design has leveraged this trend by creating unique pieces that are distinct. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 2001 2002 2003 2004 2005 Retailers (galleries) Individuals Market Forecast Contemporary Ti Designs Page 3
Contemporary Ti Designs 2.1.4 Market Growth The artistic jewelry segment of the larger jewelry industry is growing at a healthy 9%. This growth can be attributed to the value that people place on having distinctive unique pieces of jewelry. Another factor that is supporting the growth is the blending of art and jewelry traditionally jewelry was ornate pieces made out of precious metals. The nice pieces were a symbol of wealth or status. As long as the piece was made out of a precious metal, there was value attributed to the piece just by virtue of what it was made out of, regardless of the creativity of the actual piece. The younger population that recognizes the aesthetic value of art work is now demanding jewelry to have artistic elements. In essence it is art that you wear. These trends are helping the industry grow. 90% 800% 7.00% 00% Page 4
2.1.4 Market Growth The artistic jewelry segment of the larger jewelry industry is growing at a healthy 9%. This growth can be attributed to the value that people place on having distinctive, unique pieces of jewelry. Another factor that is supporting the growth is the blending of art and jewelry. Traditionally jewelry was ornate pieces made out of precious metals. The nice pieces were a symbol of wealth or status. As long as the piece was made out of a precious metal, there was value attributed to the piece just by virtue of what it was made out of, regardless of the creativity of the actual piece. The younger population that recognizes the aesthetic value of art work is now demanding jewelry to have artistic elements. In essence it is art that you wear. These trends are helping the industry grow. 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% Retailers (galleries) Individuals Target Market Growth Contemporary Ti Designs Page 4
Contemporary Ti Designs 2.2 SWOT Analysis The following SWoT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Contemporary Ti Design 2.2.1 Strengths Unique designs and construction methods Strong relationships with suppliers as well as galleries. The flexibility to provide custom pieces A comprehensive distribution network from a robust website and a network of galleries 2.2.2 Weaknesses A large portion of the target market that is unaware of Contemporary Ti Design's products Limited time and budget to market the company to the segmented target population The struggle to constantly create new designs. The possible inability to meet demand due to the small size of the company 2.2.3 Opportunities A growing market that, to a large degree, is unaware of Contemporary Ti Design Th ibility to grow the size of the company so Steve is spending his time creating and allowing others to deal with the administrative details The injection of fresh, creative designs in a somewhat stagnant industry 2.2.4 Threats a decrease of availability of raw materials due to demand from other industries Artistic copycats that enter the market and mimic steve's designs a slowdown of the economy that will have a reduction on individual's discretionary Income 2.3 Competition and Buying Patterns As previously stated the jewelry industry is composed of thousand upon thousands of people Some work and distribute locally, others have national distribution systems set up. Some artists will design products for larger companies to manufacture others will design and make the pieces themselves. This plan will have an abridged competition section. This is because of the very large and distributed nature of artisan jewelry design the market is entirely too dispersed to have a complete catalog of the competition Competition takes the following forms Artists creating designs that are manufactured on a large scale and distributed nationally The artists might be famous enough to have their own one-name studio that creates designs and the product is made and sold under the larger companies name. If the artist Page 5
2.2 SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Contemporary Ti Design. 2.2.1 Strengths • Unique designs and construction methods. • Strong relationships with suppliers as well as galleries. • The flexibility to provide custom pieces. • A comprehensive distribution network from a robust website and a network of galleries. 2.2.2 Weaknesses • A large portion of the target market that is unaware of Contemporary Ti Design's products. • Limited time and budget to market the company to the segmented target population. • The struggle to constantly create new designs. • The possible inability to meet demand due to the small size of the company. 2.2.3 Opportunities • A growing market that, to a large degree, is unaware of Contemporary Ti Design. • The possibility to grow the size of the company so Steve is spending his time creating and allowing others to deal with the administrative details. • The injection of fresh, creative designs in a somewhat stagnant industry. 2.2.4 Threats • A decrease of availability of raw materials due to demand from other industries. • Artistic copycats that enter the market and mimic Steve's designs. • A slowdown of the economy that will have a reduction on individual's discretionary income. 2.3 Competition and Buying Patterns As previously stated the jewelry industry is composed of thousand upon thousands of people. Some work and distribute locally, others have national distribution systems set up. Some artists will design products for larger companies to manufacture, others will design and make the pieces themselves. This plan will have an abridged competition section. This is because of the very large and distributed nature of artisan jewelry design, the market is entirely too dispersed to have a complete catalog of the competition. Competition takes the following forms: • Artists creating designs that are manufactured on a large scale and distributed nationally. The artists might be famous enough to have their own one-name studio that creates designs and the product is made and sold under the larger companies name. If the artist Contemporary Ti Designs Page 5
Contemporary Ti Designs is not famous enough to have national name recognition the designers might belong to a firm that is hired to develop designs for a company who will manufacture and sell the product a company that has their own designers in-house. In this case everything is done internally, design, marketing and wholesaling. Another variation would be in-house designers, marketers and wholesalers with the manufacturing contracted out Artists such as steve who design and make all of the pieces themselves and then do the holesaling or retailing themselves. In essence, one-man shows The buying patterns of consumers fall typically into two types. Gifts and impulse purchases. a gift purchase occurs when the buyer is looking for a gift for someone, sees the art piece, and then purchases it. In this case the plan is to make a purchase, it is just not known what or where that purchase will be made. The other buying pattern is an impulse purchase. Someone will be shopping they are not in need of anything, will see the item and have to have it buying it on the spot. One last pattern, that occurs less frequently is if someone was looking for an"accessory that would match an outfit and happens to come across the piece of jewelry and buys it 2. 4 Product Offering Contemporary Ti Design manufactures titanium jewelry. The jewelry takes the form of pendants, earrings, and pins. All of the jewelry is made out of titanium All of the products are designed and made by steve Steve has chosen titanium because of its unique characteristics. It is stronger than steel, yet similar in weight to aluminum. It is inert and hypoallergenic. Most of the jewelry is left unfinished. the gray of the titanium by itself looks quite nice. some of the pieces are anodized Anodizing adds a broad range colors to the titanium. Anodizing occurs by immersing the titanium in electrically charged water or hooking up the titanium to a electrical power source. When charged with electricity a light film or oxide will form on the surface of the titanium and this produces color. Contemporary Ti Design's pieces are constructed out of titanium sheets. The material is cut using a saw blade. The interior of the pieces are cut by piercing a small hole through the interior and inserting a saw blade. All pieces are made form several pieces of titanium. the pieces are held together by rivets. Small holes are drilled through the different pieces and a small wire(rivet)is inserted through. The head and end of the rivet is tapped with a hammer and that enlarges the end holding the pieces together. In addition to the utility of the rivet it is aesthetically pleasing in terms of the overall look of the piece Page 6
is not famous enough to have national name recognition, the designers might belong to a firm that is hired to develop designs for a company who will manufacture and sell the product. • A company that has their own designers in-house. In this case everything is done internally, design, marketing and wholesaling. Another variation would be in-house designers, marketers and wholesalers with the manufacturing contracted out. • Artists such as Steve who design and make all of the pieces themselves, and then do the wholesaling or retailing themselves. In essence, one-man shows. The buying patterns of consumers fall typically into two types. Gifts and impulse purchases. A gift purchase occurs when the buyer is looking for a gift for someone, sees the art piece, and then purchases it. In this case the plan is to make a purchase, it is just not known what or where that purchase will be made. The other buying pattern is an impulse purchase. Someone will be shopping, they are not in need of anything, will see the item and have to have it, buying it on the spot. One last pattern, that occurs less frequently is if someone was looking for an "accessory" that would match an outfit and happens to come across the piece of jewelry and buys it. 2.4 Product Offering Contemporary Ti Design manufactures titanium jewelry. The jewelry takes the form of pendants, earrings, and pins. All of the jewelry is made out of titanium. All of the products are designed and made by Steve. Steve has chosen titanium because of its unique characteristics. It is stronger than steel, yet similar in weight to aluminum. It is inert and hypoallergenic. Most of the jewelry is left unfinished. The gray of the titanium by itself looks quite nice. Some of the pieces are anodized. Anodizing adds a broad range colors to the titanium. Anodizing occurs by immersing the titanium in electrically charged water or hooking up the titanium to a electrical power source. When charged with electricity, a light film or oxide will form on the surface of the titanium and this produces color. Contemporary Ti Design's pieces are constructed out of titanium sheets. The material is cut using a saw blade. The interior of the pieces are cut by piercing a small hole through the interior and inserting a saw blade. All pieces are made form several pieces of titanium. The pieces are held together by rivets. Small holes are drilled through the different pieces and a small wire (rivet) is inserted through. The head and end of the rivet is tapped with a hammer and that enlarges the end holding the pieces together. In addition to the utility of the rivet, it is aesthetically pleasing in terms of the overall look of the piece. Contemporary Ti Designs Page 6
Contemporary Ti Designs 2.5 Keys to Success Customer service Unique designs Creativeness Professionalism 2.6 Critical Issues Contemporary Ti Design is still in the speculative stage as a start-up venture. Its critical issues include continuing to take a modest fiscal approach expanding at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to. Contemporary Ti Design will continue to build brand awareness to assure growth in the customer and gallery base 3.0 Marketing Strategy Contemporary Ti Design will rely on three forms of marketing activities. the first will be attendance (including promotion with a booth) at the various art shows and festivals through out the country. This form of marketing/promotion is an efficient way to reach target customers as well as generate sales at these events A second form of marketing is the use of the website which will be a source to disseminate information, increase visibility and process orders. The website will be submitted to various search engines so people that are not even looking specifically for Contemporary Ti Design will come across the site galleries. Initially Steve will be generating relationships with galleries. Contemporary Ti Design a third source of marketing will be networking and promotion through the network of art/jewelry ill visit numerous galleries in many major cities and recruit them to sell Steve's product. while the margins are smaller than if Contemporary Ti Design sells the piece direct, the galleries will help significantly increase the volume of sales 3.1 Mission Contemporary Ti Design's mission is to make innovative pieces of art in jewelry using titanium We exist to attract and maintain customers through creative designs and customer attention When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers Page 7
2.5 Keys to Success • Customer service. • Unique designs. • Creativeness. • Professionalism. 2.6 Critical Issues Contemporary Ti Design is still in the speculative stage as a start-up venture. Its critical issues include continuing to take a modest fiscal approach, expanding at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to. Contemporary Ti Design will continue to build brand awareness to assure growth in the customer and gallery base. 3.0 Marketing Strategy Contemporary Ti Design will rely on three forms of marketing activities. The first will be attendance (including promotion with a booth) at the various art shows and festivals through out the country. This form of marketing/promotion is an efficient way to reach target customers as well as generate sales at these events. A second form of marketing is the use of the website which will be a source to disseminate information, increase visibility, and process orders. The website will be submitted to various search engines so people that are not even looking specifically for Contemporary Ti Design will come across the site. A third source of marketing will be networking and promotion through the network of art/jewelry galleries. Initially Steve will be generating relationships with galleries. Contemporary Ti Design will visit numerous galleries in many major cities and recruit them to sell Steve's product. While the margins are smaller than if Contemporary Ti Design sells the piece direct, the galleries will help significantly increase the volume of sales. 3.1 Mission Contemporary Ti Design's mission is to make innovative pieces of art in jewelry using titanium. We exist to attract and maintain customers through creative designs and customer attention. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. Contemporary Ti Designs Page 7
