RAI

Business Growth Plan

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Founder/CEO: Priya P Shetty,
#2846, 14th Cross, K Road,
BSK IInd Stage, Bangalore - 560 070
Phone: +91-9886638292
Email: raiadvertising92@gmail.com
Web Site: www.raiadvertising.in

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Executive Summary
{A good summary captures all the salient aspects of the proposal so that
the reader can rapidly become acquainted with the report without
having to read all of it. It is best if you write this at the end.}

Rai Advertising builds powerful, effective and differentiated brands.

Focusing strongly on helping our clients’ business to grow; we bring client
companies to the right audience with the right message in the right
places.

We are a one stop shop for a company’s advertising needs. Our goal is to
exceed the expectations of every client by offering outstanding customer
service. Our employees are distinguished by their functional and technical
expertise combined with their hands on experience thereby ensuring that
our clients receive the most effective and professional service.
We listen to the clients’ needs and focusing on increasing their sales and
brand value, we suggest how they could reach out to their target
audience. We then partner with them to make their brand visible to their
market segment. We pay meticulous attention to every need of our client
and take it as our responsibility to create value to our client’s brand

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 1. Details about the Firm
Section 1.1: What is your vision statement? What is the need you are
addressing / Why does/ should your business exist? (GP Question 1)
[Directions: You should be able to complete this by Week 1, Day 2]

Vision: Rai advertising aspires to make the client's brand, “the talk of the
town". When companies think of growing their revenue, they should think
of Rai advertising.
Every company wants their potential customers to be aware of their
brand, to be able to retain and get more customers. This is the reason we
exist.

Section 1.2: Describe the entrepreneurial/ top management team –

capabilities, past experience, and credibility (GP Question 7)
[Directions: You should be able to complete this by Week 1, Day2]

Priya Shetty: After graduating from RVCE (E&C), Priya worked for a few
years in Accenture. But her interest lay in advertising and branding .She
started indoor & outdoor branding. Then got into outdoor advertising
when she realized that it was time for her clients to get online, she
educated herself in all aspects of digital marketing .Also got all the
necessary certifications.

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Section 1.3: Detail your organization / products/ services portfolio (GP
Questions 8)
{Direction: You should be able to complete this in the time between Week
2 and Week 3}

Rai advertising: Bill Boards

Content Writing
Social Media Promotions
Blogs, case studies, whitepaper,
Academic writing, website creation, SEO.

Adlabs Photo station: Photo Studio

Michiko: Online customised gifting options

She Rules: An online platform built to share inspiring real life stories of
women entrepreneurs, doctors, professionals .Content by Rai advertising.

Section 1.4: Provide your focus on your portfolio of products/ services;

platform elements – use a timeline to describe changing emphasis
and importance, if any. (GP Question 9)
{Direction: You should be able to complete this in the time between Week
1 and Week 2}

Rai advertising has a plan of making content marketing as its focus area
as the strength rise there. Through content marketing and social media
promotions, we plan to create the ideal brand awareness and increased
reach for our customers. Also when allowed to display on our hoardings. I
intend to make RAI ADVERTISING, a one stop destination for any company.

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Section 1.5: What are the sources of synergy in your portfolio (GP
Question 11). Synergies are created through revenue
enhancements, cost reductions, process improvements.
{Directions: This can be completed during the time between Week 2 and
Week 3}

Source of Synergy:

IIM students had approached me to collaborate with them for new and
innovative methodologies in which to utilize OOH space, hoardings being
currently banned. They are coming up with the cost factor and pricing
after doing some market research

Content marketing institute have asked us if we could collaborate and

trains their students. We would be given 50% of each student’s fee.

Our freelancing marketing executives who were involved with our

hoarding activities are now helping us get content marketing projects.

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 2. Details about the industry

Section 2.1: What is the current / gap/ opportunity that justifies your
business? (GP question no. 2)
{Direction: You may need to spend time in the IIMB library to look up on
secondary sources such as industry reports and databases. You
cannot access the library electronic sources from outside the
campus. Please plan your library visits}

Bangalore has seen a sudden change in BBMP laws banning hoardings for
a year .The entire market segment that had this budget allocated for
billboard advertising was looking out for other marketing avenues .This
was the opportunity to lead them into online advertising and content
marketing.

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Section 2.2 Who are your current/ likely competitors? What kind of
advantages do they have over your venture? What kind of
advantages do you have over them?
{Directions: You would be able to answer this after Week 1, Day 5)

The competition in the field of content marketing and social media

marketing is high. There are very big competitors too. They have
entered into the space before me. Have already established a
clientele base and a team is in place.

My advantage: I have a good relationship with my billboard clients and

they have given a positive response.

Section 2.3 what is the current market size and how will it change in the
next 3 years? (GP question no. 3 & 4)
Direction: You may need to spend time in the IIMB library to look up on
secondary sources such as industry reports and databases. You
cannot access the library electronic sources from outside the
campus. Please plan your library visits}

India is the second largest online market with 462 million users. About
75% of these users are between 15-34 years .It is projected to reach 850
million by 3 years - an 85% rise. Branded and original content is
considered 72% more efficient than magazine advertisements.

Section 2.4: How unstable is the market – what are the likely disruptions?
Include technology, regulation, and competitive shocks (GP Question
5)
{Direction: You should be able to complete this by Week 1, Day 5}

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1) OOH space is currently very outdated. Banning of flex is now a huge
disruption. The BBMP laws are outdated and very unstable.

2) Huge competition in the digital advertising field. Need to focus on core

strength and grow. There might be sudden change in face book, Instagram
and Google algorithms that no one can predict.

3. Details of your Growth Strategy

Section 3.1: Define your overall growth strategy – why, how, and what do
you want to grow? (GP Question no. 12)
{Directions: You would be able to complete this section by Week 1, Day 5}

Rai Advertising: I have a written marketing plan for the next 3 months .I
intend to target 3 customers only every month. My customer persona is
any company that has been in business since 5 years minimum. Could be
having online preserves / have no exposure at all.

Michiko: Tie up with other companies to provide customised products. I

also have planned to offer video testimonials as a package.

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Section 3.2: What are the economies of scale and scope (EOSs)? How do
these EOS translate into your venture synergies? (GP Question no.
13)
Directions: You should be able to complete this section between Week 2
and Week 3

Economics Scope: Rai advertising plan to produce fresh, original, witty

content (more than 200pc per week) for a single brand on face book
alone.

Economics of scale: Digital display and social media are increasing.

Unlike traditional media which has a limited amount of inventory digital
channels have unlimited inventory and therefore potentially unlimited
demand for content to fill these channels.

Section 3.3: What resources are required – financial, human, and

technological – to implement this strategy? (GP Question no. 14)
{Directions: You may be able to complete this by Week 3, Day 5}

Human: I have to build a strong team of freelances and in house

employee with good experiences in handling social media projects.

Financial: I need to invest on manpower and marketing .Also need tom

invest on office infrastructure.

Technological: I want to device some unique tools that will help other
companies in the digital field.

Section 3.4: How would you source/ organize these resources – what
would you do yourself/ what would you outsource/ what would you
franchise/ license? (GP Question no. 15)
{Directions: You may be able to complete this by Week 3}

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I plan on networking with people in the same field. This will get me in
touch with more resources.

Section 3.5: How would you build your brand – offline/ online presence?
How much would that cost – in terms of money as well as loss of
control to partners? (GP Question no. 16)
{Directions: you should be able to complete this section by Week 2, Day
5}

Rai advertising plans to network extensively with entrepreneurs. Also plan

to speak to clients who are not yet doing online advertising. I plan to keep
20% of my revenue on marketing and keep revisiting this over the years.

Section 3.6: Provide detailed growth projections (in absolute numbers,

value ($), and market penetration/ market share) for each product/
service/ platform element (GP Question no. 10)
{Directions: You would be able to complete this by the end of Week 3}

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Bill Boards: Market penetration: 40%
Market Share : 20%

Digital Marketing: Market Penetration: 10%

Market Share 5%

Growth Projections: 2017-2018: Rs. 91, 77,418 /-

2018 - 2019: Rs. 1, 00, 95,160 /-
2019 - 2020: Rs. 1, 11, 04,676 /-

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Section 3.7: What would the firm look like at a steady state – describe the
firm size, the organization, operating numbers, as well as financial
health? (GP Question no. 17)
{Directions: You would be able to complete this by the end of Week 3}

As there is a vision to grow aggressively by getting at least 5 clients every

year, we should be very careful not to compromise on the quality of work.
Our core strength being copy writing, blogs and case studies which
requires creativity. So even if there is massive expansion, pressure on the
team needs to be balanced to avoid compromising creativity. The firm will
have 2 dedicated skilful employees with 10 freelancers.

4. Tactical Action Steps

Section 4.1: What are your action points for the next 3 months?
{Directions: You can complete this by Week 3 sessions}

1) Hire one digital marketing executive with 1-2 years work expenses.
2) Meet the three clients who have expressed interest. Submit a
customized plan for them
3) One I get their orders start working on the plan, implementing
strategies.
4) Send them monitoring reports.
5) Do more research on more and more strategies and campaigns.

Section 4.2: What are your action points for the next 9 months?
{Directions: You can complete this after end of Week 3 sessions}

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1) After having the 3 clients on board on showing them satisfactory results
to them on brand awareness, content strategy, commissions, I will meet
next 3 clients.

2) I will now have 6 clients on board so will hire one more executive.

3) I will do intense research and experiment on new strategies make a

record of what is working I will market "Rai Advertising" brand a little
more aggressively so other
Companies get aware. Also try to get the brand in the news and other
events.
4) On the products photography, video testimonial shoot and customised
products,
I will pitch to these six clients and promote them as a package deal.

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 Appendix 1:
Directions: Complete after Week 1

Your Business Model and Value Proposition Canvas

The Business Model Canvas

Key Partner Key Activities Value Proposition Customer Relationship Customer Segment

1. Website Designers 1) Marketing our Online procure brand Understand first what your 1) People currently
2. Flex maunders Digital marketing awareness. customer wants? who are only offline
company online How going online What are they looking at? 2) Jewellery Start
and offline. will increase their How different I am from ups.
2) Hiring right ROI. others?
resources. Content Marketing.

Key Resources Channels

Highly skilled 1.) Contact existing offline

People. contacts
Marketing 2) Contacts new customers
Techniques. through email and LinkedIn
Database off
potential
customers
Cost Structure. Revenue Streams.

Costs : Digital employee salary online spending . Conversion/ brand awareness

Billboards Through online methods.
Material costs Billboards.
Labour costs
Cost of customer retention.

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Appendix 2: Competitive Mapping
Directions: Complete this section after Week 1

Competitive Mapping Plan

What do I
need to How will I
Current What do I
learn learn
Competitors know about them?
about more?
them?
General Market Uniquenes
Info Share s

1 Large no 80% NA Expansion

2 Best 25% Location
locations selection

Aspirational
Competitors

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Strategy to Grow Business

What is your target market?

Any company that wants to growth its revenue. Most importantly

companies
aware of the advantages of online advertising.

How do you want current and prospective customers to perceive your

business?

As an experienced SME in the advertising industry who believe in

delivering
value to the clients, everything else is secondary.

What is the overt benefit of your product or service?

A monitored quantifiable ROI built around client's goals and needs.

We
provide customised solutions (tailor - made) to each brand. Our
proven track
record helps.

What is your customer value proposition? (Meaningful, measurable value

for target customer)
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 The Client should get 20-30 customers to take action (call him /
message
him) for every 1000 Rs. spent .

To support the customer value proposition and your strategy, how will you
modify and enhance the following?

Product or service characteristics, packaging, brand, etc?

We need to invest more time, effort, resources, into getting to know

more
Strategies to enhance client ROI for every ad spend.

Pricing of your product/service?

My Pricing is already very competitive compared to the competitors.

Place where your customers can obtain your product or service? (Direct,
distributor, retailer, internet, etc.)

Our customers / clients can obtain our service directly from us.
How will you communicate the desired positioning of your product with
current and perspective customers?

Value based result oriented quantifiable ROI.

________________________________________________________________

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Appendix 3: Operational Audit
Directions: You can complete this after Week 2

Operations Overview
What processes are involved in delivering your product/service?

Extensive research on client industry, competitor analysis, Unique strategies and

execution, Finally continuous monitoring.
What are your key processes? Why are they critical?

Research.
Development of strategy.
Directly related to results for clients.
Which of these processes will you need to change in order to grow? What part of your
operations feels the most strain when sales increase?

Huge strain on lack of manpower.

Do you have an operational manual for your key processes?

I plan to start recording all the processes in a manual.

Do you have a plan in case of an emergency or unforeseen circumstances?

We have a plan B always ready because of past experiment.

What technology should you be using to enable more efficiency in the work done in your
company? (consider technologies/software like QuickBooks, machinery used to produce
your products, software for tracking prospects and client projects, etc.)

Digital Marketing tools, monitoring tools.

What could you outsource or buy to be more effective?

How does the physical layout of your company help or inhibit your employees from
working at their peak performance level? (include situations like “if we had more X, all
employees would be able to work more efficiently,” or “having too small an office means
that employees are sitting too close and so they talk too much and work too slowly.”)

I need to move into a bigger office.

Finance
How do you track sales and payments?

Tally software.

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What is your billing and collection process?

Invoice are dispatched as soon as purchase order is released payment is 30-40 days
credit
How do you process and pay bills?

Both are done using Tally.

How do you create financial reports?
Tally software ,manual recording transactions
Organizational – refer back to your Organizational Audit
Marketing & Sales
What are your key marketing and sales processes?
1. Get 3 new clients every 3 months
2. Net Working
What do you do in your operations that are really special? What core competency do you
have that gives you a competitive advantage?
1. Creativity No pressure
2. Our strength is in our creativity
Which part of your operations provides direct value to your customers that they can
readily see and understand?
Content delivery, marketing, promotions through text, video, images.

Which parts of your operations provide little or no value to your customers (either they
cannot see the value or the value is required but minimal)?
Lot of effort, time thinking is involved which cannot be measured.

Where you are under-investing in your operations that could help give you a dramatic
advantage over your competition?
In more skilled workforce

Metrics
What numbers do you look at to measure the health of your different processes?
Accounting software - Tally
attribution rate, cash flow
How do you know if you are on track?
If my clients receives the expected and promised & planned ROI

How timely, detailed and accurate is the data you obtain about your business?
We monitor one activity, details, time spent, revenue, cash inflow, every month.

Where do you get this information?

We have software and tools installed.

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Appendix 3: Marketing Tactics
Techniques I currently use or plan to use? The annual budget and the person
responsible for the marketing activities:

Currentl Plan to Annual

Person responsible
y Use Use Expense

Brochures/Leaflets/Flyers 
Signs/Billboards NA
Merchandising Displays X
Media Advertising X
Print (newspaper, etc.) 
Television and/or radio

Online 
Social Media 
Blogs 
YouTube 
Phones Directories 
Advertising Specialties (pens, 
calendars)

Direct Mail or Email 

Website 
Development/programming 
Maintenance and hosting 
Trade Shows X
Fees and setup

Travel/shipping

Exhibits/signs

Public Relations 
Activities/Materials

Informal 
Marketing/Networking

Memberships/meetings 
Entertainment

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Professional Assistance 
Marketing/PR consulting 
Advertising agencies NA
Direct mail specialists NA
Graphic design/web design

Sales Staff 
Salary 
Commission/bonus 
Expenses 
Total

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 Appendix 4: Your Organizational Audit
Directions: Complete this section after Week 3.

Your Organizational Audit,

RESULTS – How satisfied are you with the results/outcomes your organization
produces in terms of the list below? Put a check in the box that describes how
satisfied you are with each.

Results Highly Satisfied Dissatisfied

Satisfied
Profitability 
Growth 
Productivity/efficiency 
Commitment of your 
employees

Turnover 
Individual & Team Learning 
Your learning 
Your quality of life 
Summary: Based on your self-assessment here, what outcomes of your
organizational system need to improve or disappear?
In the next part of this audit, you will be guided to consider what changes you need to
make in your organizational system to improve these results. Before moving on, record
here your hunch about what is creating less satisfying outcomes, if any?

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 Your Organizational Audit, Part II
How have you organized and managed your company?
PEOPLE – Who are your key employees? Are they the right people, in the right
positions? Focus on your 2-3 key employees to address the questions below.
(for the first 2 questions, use 1-5 to assess their fit, 1 = worst fit, 5 = best fit)
Person 1 Person 2 Person 3

Fit with Current Job 4 5 5

Potential for Development 4 4 4
What is this person’s style? 4 4 4
What values does this person
have?
5 5 4

ORGANIZATION – Have you created organizational processes to find, recruit,

manage, develop, and retain the right people? Yes
Do you have a dedicated HR employee/staff? Yes No
- If not, how do you manage your HR procedures?

NA

Do you have formal procedures that address the following?

- Sick Leave Yes No
- Maternity Leave Yes No
- Vacation Yes No
- Attendance Yes No
- Lateness Yes No
- Email Usage Yes No
- Non-Discrimination Yes No
- Harassment (personal, sexual, etc.) Yes No
- Workplace Violence Yes No
How do you find and recruit the right people?

I usually go throw references ,If not I post on LinkedIn and facebook groups

How do you determine a new hire’s salary and benefits package?

It is in pas with market price for the particular skill and experience of the candidate. I
have health insurance in place from 10years

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How do you train new people?
A formal induction programme is conducted and training given for a week by the team
already working with us.

How do you develop employees for greater responsibility (professional development)?

1) I talk to them about our company and what values we stand for .
2) I make them understand that for us they are important.
3) I train them on the importance of client relationships.

How do you prepare the rest of the team for a new employee?

During the induction programme the new employee is formally introduced to the
rest of the team and the other employees are requested to be helpful and
supportive to the new employee.

How do you evaluate employee performance? How frequently?

The employee performance is monitored continuously based on what results he is

bringing, how motivated he is, how supportive to the team members he is.

How do you give feedback to employees on their performance?

Usually during the end of the month, employees are told about how they have
been performing and what is appreciated, what is expected.

How do you address unsatisfactory performance?

The employee is usually called in privately and specific firm instructions are given
without accusations or threat.

What procedures do you follow when dismissing employees for cause?

If after several warnings the employee does not adhere to the instructions, the
employee is given a formal letter of terminations and a mail sent to all concerned
regarding the termination.

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Do you reward people differently for outstanding performance vs. acceptable
performance?

A photograph of the person who has gone out of his call of his duty for the
company's displayed on the notice board.

How do you work to keep the best performers?

A communication is always kept open between the management and the

employees, so if the best performers have any issues to discuss they don't
hesitate.

What procedures do you follow when dismissing for cause?

Same as above

What do you do when employees resign to go to a competitor?

An employee who has decided to leave the company is never asked stay back his
service in the company for the time he was here is genuinely appreciated.

SUMMARY – Now that you have considered these questions, where do you think
you need to make changes in your organization in order to achieve your growth
goals and vision? What concerns do you have related to managing your
employees?

I have always thought that creativity cannot be taught, cannot be measured .But
this too can be delegated I need to share the company's vision with the entire
team .Have them all in the same boat.

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 Your Organizational Audit, Part III
What is the Culture of Your Company?
CULTURE – What are the shared values, assumptions, beliefs, and common
practices that characterize your business’s unique nature?
Shared values (e.g., does everyone value friendly interaction? How important to
everyone is high productivity? Do people compete with each other to do their job better?
Does everyone try to avoid conflict? Etc)
We share the vision; marketing goals and problems with the entire team we
always encourage the team members to come up with ideas to resolve issues .

Shared beliefs and assumptions (e.g., Does everyone agree that helping each other
is more important than finishing your own work? Do people assume they should check
with you before making a decision? Do people believe that it is important to try to come
up with their own solutions to problems? Etc.)

We usually let our employees take decisions on their own. Only if faced with a
dilemma, should they get in touch every employee is encouraged to held the
others in resolving issues.
Common practices (e.g., does everyone keeps his/her door open or closed? Does
everyone clean up his/her workplace at the end of each day or week? Do you hold
regular meetings? Who attends and who doesn’t? Do employees act as if the customer is
right only sometimes? Do people eat lunch at their desks or share their lunchtime with
each other? Etc.)

There are no separate rooms. Everybody cleans up daily. Every Monday starts
with meeting. Customer is never spokes ill of only different ways of dealing /
communicating with clients is discussed.
Artefacts, symbols, rituals, stories What are the things we could see at your place
of business that tell us what kind of company you are (e.g. are there posters, a picture of
you or of the founder, bright colors, carefully or casually constructed workspaces,
music)? What rituals might we see your employees acting out (e.g., someone bringing in
donuts for everyone on Wednesday, dancing when a new order is taken, Friday morning
meetings of all hands, etc.)? What are the stories that get told to every new employee
about how the company started or the way it survived tough times or how to stay on
your good side?)

We love putting up inspirational quotes .Our office is very colourful. A soft music
plays at the background. Since our office team has to be at their creative best,
our office has a very pleasant ambience to facilitate creativity.

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What changes do you need to need to
How will you do this?
make to your culture?

I would love to organize more events in

The work environment could be made the company that would help build
more fun team spirit and motivation in the
company.

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Appendix 5: Resource Map Gap Grid
Directions: Complete this section after Week 3

Resources What I have What I Need Action Step

Human (Your I have Experienced
education and education in resources in digital
training, skilled staff,
certifications, plus
Electronics marketing
specialists such as
Bookkeepers,
Accountants,
Business Attorneys,
Property Managers,
Web Developers, etc.)

Social FKCCI and other

Resources/Network No business networks
s (Memberships,
trade associations,
etc.)

Organizational
(Your company
culture, systems,
reputation, awards,
press clippings)

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Physical (Building, All in place
equipment)

Technological
(Computer systems,
manufacturing
systems, etc. All in place

Financial

Self funding

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