Вы находитесь на странице: 1из 69

Final Year Project-part 1 &2

A Feasibility Report on Tapoos, a Social Media


Platform for Earning Purpose.

Group Members:
Sheikh Muhammad Muzamil Rafique (i15-1508)
Mobeen Ayaz (i15-1511)
Supervisor:
Ms. Falak Khan

National University of Computer & Emerging Sciences,


Islamabad.

1
Contents
Executive Summary:...................................................................................................................................... 5
Introduction: ................................................................................................................................................. 5
Idea Overview: .............................................................................................................................................. 5
Purpose of Carrying out such a Facebook related business: ........................................................................ 6
Review of Literature: .................................................................................................................................... 7
What are the Effects of Social Media on Brand Presence? ...................................................................... 8
How Social Media affects Brand Loyalty? ................................................................................................. 9
Types of Facebook Business Models to be followed by Tapoos: ............................................................... 18
The Game: The best Model for businesses like Tapoos.......................................................................... 20
Facebook Algorithm: ................................................................................................................................... 20
Importance of Facebook Algorithm: ....................................................................................................... 20
Aims & Objectives:..................................................................................................................................... 27
Methods of Analysis:................................................................................................................................... 27
The Non-Financial Analysis: ........................................................................................................................ 28
Demand Analysis: ........................................................................................................................................ 29
Products/Services Analysis: ........................................................................................................................ 29
Influencer Management and Development: .......................................................................................... 29
Celebrity Marketing and Management:.................................................................................................. 30
Content Creation & Development: ......................................................................................................... 30
Digital Ads Management:........................................................................................................................ 30
Brand Launch & Marketing Strategy Development: ............................................................................... 30
Social Monitoring & Responding: ........................................................................................................... 30
Research & Development: ...................................................................................................................... 31
SEO Optimization: ................................................................................................................................... 31
Analysis of Legal Requirements: ................................................................................................................. 31
Analysis of Facility: ...................................................................................................................................... 32

2
Analysis of team required: .......................................................................................................................... 32
Responsibilities: ...................................................................................................................................... 33
Analysis of Issues and Challenges: ......................................................................................................... 34
Analysis of Future Development Plans: ...................................................................................................... 36
Future Plans for Tapoos: ............................................................................................................................. 37
Market Analysis........................................................................................................................................... 37
SWOT Analysis: ........................................................................................................................................... 39
Strength .................................................................................................................................................. 39
Weakness ................................................................................................................................................ 39
Opportunities .......................................................................................................................................... 40
Threats .................................................................................................................................................... 40
Pest Analysis: .............................................................................................................................................. 41
Political Factors: ...................................................................................................................................... 41
Economic Factors: ................................................................................................................................... 42
Social Factors: ......................................................................................................................................... 42
Technological Factors: ............................................................................................................................ 42
Porter’s Five Forces Analysis: ...................................................................................................................... 43
Competitive/Industry Rivalry: Medium .................................................................................................. 43
Threats of New entrants: Low ................................................................................................................ 44
Bargaining Power of Suppliers: Moderate .............................................................................................. 44
Bargaining Power of Buyers: High........................................................................................................... 45
Threats of Substitutes: High .................................................................................................................... 45
Brand Introduction:..................................................................................................................................... 46
Market Segments, and Niche: ..................................................................................................................... 46
Brand Growth:............................................................................................................................................. 46
What’s Important? .................................................................................................................................. 46
Development Strategies: ............................................................................................................................ 47
Development Plan for Tapoos .................................................................................................................... 47
Video Topic Ideas: ................................................................................................................................... 47
Tapoos Quarterly Objectives: ..................................................................................................................... 48
4 Months Plan: Content Side .................................................................................................................. 48
4 Months Plan: Marketing & Media........................................................................................................ 48

3
4 Months Plan: Talent Management ...................................................................................................... 48
Revenue Streams: ................................................................................................................................... 49
Target Segments: .................................................................................................................................... 49
Proposed System: ....................................................................................................................................... 49
What’s Important? .................................................................................................................................. 49
Ideas for Content Creation: ........................................................................................................................ 50
For the purpose of DIY’s, and Life Hacks, the following are the list of requirements: ........................... 50
Talent Signings: ........................................................................................................................................... 51
Financial Overview: ..................................................................................................................................... 53
Financial Plan: ............................................................................................................................................. 53
Important Assumptions .......................................................................................................................... 53
Weighted Average Cost of Capital Calculation ....................................................................................... 53
Financial Analysis ........................................................................................................................................ 57
Profit and loss ......................................................................................................................................... 57
Capital Budgeting .................................................................................................................................... 58
WACC Calculation ................................................................................................................................... 58
Balance Sheet.......................................................................................................................................... 59
Cash Flow Statement .............................................................................................................................. 60
Capital Budgeting Summary.................................................................................................................... 60
Output/Deliverables: .................................................................................................................................. 61
Recommendations/Suggestions whether to start a business like Tapoos or Not? .................................... 63
References: ................................................................................................................................................. 68

4
Tapoos
Executive Summary:

Tapoos is a brand of the people. It will provide the best information, Life Hacks, and Do it
Yourselfers (DIYs) on the web with complete responsibility and authenticity. It will follow a
Facebook monetization model, and will produce good content and post on daily basis to engage
with a delightful audience. It will increase fan base over time organically, and will generate
revenue based on good standards of Digital Marketing Services.

Introduction:
The idea behind the name of ‘Tapoos’ is to acquire a worldwide trademark, through a unique
name. Tapoos in Pushto means owl, which is a symbol for smartness in the Western World. This
will be a Facebook Page. A community platform where creators will publish their content. The
‘Ad breaks’ of Facebook will enable the monetization of the page. The rates for Pakistan ‘Ad
breaks’ are comparatively low than the rest of the world but are expected to rise at a good pace
once it has been enabled. Tapoos will not only focus on Videos, it will focus on articles and
earning money through branding. Tapoos will be a connected platform with Facebook,
Instagram, YouTube, and a website. It will enable a connection to audience on different
platforms, increasing the overall traffic.

Idea Overview:
Facebook has had many competitions over the years. They have all disappeared or been acquired
by Facebook itself. There are countless examples of such cases. However, one competitor still
remains, and is strong with its feet planted in the ground firmly; which is YouTube. YouTube
has been attracting people ever since its inauguration. From pranks, to information, to tutorials,
and videos you can watch every day and what not. YouTube has also been inspiring creators

5
from all over the world to come and join the platform. And now it is dominating the ‘Web
Video’ department as well. There are several ways to earn money from YouTube. Apart from
that, YouTube has always been very gracious and appreciative towards their creators. Realizing
a potential market, and probably a threat, Facebook has decided to approach and tap into a new
market. That is to utilize the great amount of population they have on Facebook for their
advantage, bring in creators and pay them; in range of YouTube. This has driven frenzy
worldwide because Facebook does not only offer platform for videos, but also has a better
interface than YouTube, in terms of familiarity and promoting different videos. Facebook now
offers Creators a chance to earn money via video ads. This process is called as the ‘Video
Monetization’. The Beta version of this program was launched earlier in 2017 and was given to
only a handful of influential pages, known as influencers on Facebook. Realizing this great
potential and an opportunity, Facebook is now opening video monetization in different countries
all over the globe. So far it has not reached Pakistan, but according to announcements and recent
statements, Facebook video monetization will make its way to Pakistan as of December 2018,
latest. This will allow us to use ‘Tapoos’ as a platform for creators within Islamabad to come up
with good original content for submission and get paid for it, just like anywhere else in the
world.

Purpose of Carrying out such a Facebook related business:


The purpose of this project is to find out” how internationally effective business practices are
going to affect Pakistan’s market, in contrast with the rest of the world”. It will also create a new
platform for Pakistan’s creators, and enable them to use monetization of Facebook to a great
advantage.

Ever since the launch of the true and final version of the Facebook monetization, people and
influencers have been leaving YouTube as Facebook is offering much higher rates and
predominantly has more traffic than YouTube or any other website. Big names of viners and
pranksters have been lining up to Facebook creator studio to take full advantage of the new
platform provided by Facebook.

6
Review of Literature:
If we go back in the past decades and see how the different business practices were being
executed at that time compared to now, everything has changed and businesses have now
become remote, easily accessible from anywhere to everywhere around the globe.

Before businesses used to market or advertise their products or services through the local means
like through newspapers, pamphlets and brochures, billboards etc. But advertisement later went a
step ahead through modern means like television advertisements and via internet advertisements
and in this way advertisement went on much bigger scale through different methods of marketing
which helped businesses to use variety of methods and techniques to make their products look
better and catchy and reach more audience.

But today, this world has become so busy, they do not have much time to read newspapers, to
have a look on pamphlets brochures etc. to see what products and services are available in the
market, what are the different trends of the market or in short what’s new in the market is being
offered.

Everyone know that the marketing and advertising agencies used to earn money through their
services right? But in this modern time the concept of advertising through the social media
platforms has become the mainstream method for reaching your target audience. Through the
social media platforms, three major parties goals are being accomplished:

 The parties who wants to get their products or services advertised area wise achieve their
goal.
 The platform involved in providing maximum reach to the target audience for the
products and services advertisements i.e. Facebook, YouTube and others earn money
through it.
 The pages or channels being made by influencers on these platforms(Facebook,
YouTube) produce content which is attractive and what the audience wants to see for
example videos like pranks, do it yourself videos, videos related to cooking and a lot of
other content full of variety. Once the criteria for the page or channel is met, the
platforms on which these pages or channels are made, they start giving advertisements of
the products or services which want to get advertised, and through this advertisements

7
both the parties( the platform and the influencers) running pages or channels earn money
through social media advertisements.
As the importance and power of sunlight towards the earth cannot be questioned right? The same
is the case with the power of social media towards the society, basically social media in today’s
world has become a need rather than a want. Imagining a life without the social media platforms
would be dull and a lot more boring as they are a big source of entertainment and a source of
connecting people with each other around the world. When the social media platforms were not
available, it was difficult to communicate people around the world, the bills of calling each other
were high, sending photos via email was difficult, people were not able to properly
communicate, but now everyone in the world can easily be connected through the platforms like
Facebook, Instagram, what Sapp, Imo, snap chat and many others which has reduced costs,
have given us benefits like online audio calling, video calling and has given us access to share
data, thousands of photos, multiple documents on just a single click and if all these platforms
were not here, this world would be a very lonely place to live in. The latest statistics of January,
2018 states that there are around 4.02 billion users of internet around the world, and this figure of
the internet users is more than 53% of the total world’s population. If we talk about the number
of people who actively uses the social media platforms are up to 3.2 billion people which makes
up 42% of the total world’s population. These figures are a reflection of the power of social
media platforms and this will be more likely to increase in the upcoming years. The significance
of the social media platforms is not just limited towards the access and connectivity to the people
around the globe, but it has many more opportunities tied to them. The marketing and advertising
world especially, has been very much influenced by these social media platforms. The reach of
the target audience and influence of social media is a treasure in the business and trade
industries, where the need to engage and persuade the market is of top priority. Social media has
taken over as one of the leading channels for marketing and advertising as before print and radio
methods were used for such purposes.

What are the Effects of Social Media on Brand Presence?


In a recent global report published in year 2018, We Are Social’s revealed that the platform of
Facebook is the second most visited website in the world, which is followed by YouTube, and
the leading platform which is the most visited website in the world is Google. Facebook is also
the one which was also the most searched query on Google, followed again by the video-sharing

8
platform of YouTube. These most searched activities of these platforms prove that the active
four billion internet users turn to social media platforms every single day. As the number of
consumers increasing day by day ho spend more time on social media, especially on Facebook,
the different platforms have also become the go-to source for product, services and brand
information

There are more than 60 million Facebook Pages and through which different brands are reaching
millions of people on the social media platform. The same global report We Are Social, revealed
that posts on a brand’s Facebook Page reach 10.7% more people than the current number of
followers the page has. It was also revealed that 4.2% of all Facebook users who see a Facebook
Page’s post engage with it either by reading a status, liking a post, watching a video or clicking a
link.

Other social media platforms which includes twitter, Instagram etc. are also offering effects on
the businesses which are using the platform. The twitter revealed that the most important reason
that why people come on twitter is basically they want to discover something new and
interesting. The platform is five times more likely to offer new videos to users than any other
source. The intent of users to find something new, coupled with the platform’s design to offer
new discoveries, allows for higher brand recall and awareness.

How Social Media affects Brand Loyalty?


A survey conducted in year 2017, consisting of 5700 marketers as the participants revealed that
via social media marketing, there are 69% developing loyal fans for their brands and in the same
vein, there are 66% of the users between the age group of 18 to 24 years are more loyal towards
the brands they are following on social media, while 60% of the users who belong to the age
group from 25 to 34 years of age favor the businesses they follow on Facebook, Twitter and
Instagram.

My company in Chicago conducted a recent survey which revealed that the relationship between
the use of social media by small businesses and building loyalty among their community
followers stated that the 60% of the respondents were the one who followed the businesses they
regularly engage and buy services from on Facebook. Other than this, 54% of them stated that

9
according to them, businesses that engaged with clients and followers on Facebook were more
focused on providing better service than those who did not.

With all these facts, data and statistics, it would be impossible to deny the influence social media
platforms like Facebook has on the consumer. Whether it be through simple brand awareness or
brand loyalty social media has a big impact. Moreover, it has a lot of earning potential for the
people who want to earn through social media platforms, especially through Facebook pages,
Facebook itself has created opportunities for people to produce quality trending content, which
will catch a large number of audience, once more people start watching the content the ads on the
videos of different brands will be a source to earn money not just for the producers of the
videos, Facebook page owners but for Facebook itself as it is providing the platform of
connectivity among the parties involved.

Social media now a days is one of the largest and the most beneficial stream for boosting up the
business. It is known to be very helpful and advantageous when it comes to business promotion.
In today’s world using internet and various social media apps has become a very common thing.
From the oldest person in the house to the youngest kid, everyone uses social media and stay
updated all the time. What’s new in the town, what’s coming up and what’s trending, is all what
everyone knows through the power of social media. For good marketing and developing a name
of the brand, social media is now used as a tool, because how fast social media spreads the brand
name, no other way can do it this efficiently. Social media is used as a channel for publicity and
marketing. The world is developing on a very fast note, old methods of marketing and publicity
are left behind and new ways depending on social media and internet are prevailing. The fact that
people are more attracted to the new methods of business marketing is that it provides a lot of
benefits and advantages. The awareness to that particular brand is increased. Different people
from all around the world can easily get to know about that specific brand through social media
which highlights the brand’s name and make people aware of it. The first and the most important
thing for developing a name of the brand is that it should be customer friendly. People should be
made clear through social media that the brand delivers the best and the conditions of the
customers are met. The demands of clients are the first priority, such initiatives can be beneficial
for business promotion through social media. Facebook is one of the most trending platform for
business promotion. Billions of people from all over the world are connected through it. Brands

10
easily market their business on different Facebook videos. Facebook puts ad breaks in various
videos through which brands catch attention of people. The ads on the videos or on the posts is a
very major way to attract people towards your brands website. It helps the users to motivate and
visit the website to check out what the brand is offering to its customers. On the ad breaks brands
and companies add up their best products or the goods that can easily attract people and in this
way they driver traffic towards their website. Social media specifically Facebook is one of that
platform which helps the brands to stay connected with their followers. Staying in contact and
noticing the rising demands of the customers and then working on brand according to those
demands is very important. And this is something that can be easily done through Facebook.
When companies direct people towards their website from the ad breaks on Facebook they shall
make sure that all of their social media accounts from which people can easily connect them for
queries. The reason for this is that it is one of the easiest app to use with simple features and less
complications. People login to their account on Facebook for a number of times in one day
which keeps them updated and informed throughout the day. According to a survey the
following chart represents the percentage of people using social media apps throughout the day.

11
Facebook is very beneficial in helping to manage and boost up the sales. When good content is
highlighted of the product no matter what ever it is user get attracted and explore more about it
and then end up buying that product. That’s how more customers are fascinated from the brand.
The best part about all social media platforms and more specifically Facebook is that it takes
seconds for something to go viral. But for going viral the content should be catchy enough to get
attention of the people. When something goes viral each and every user on the social media gets
to know about it. People from all over the world like that content, share it and comment on it
which makes it highly popular and viral. Understanding what the customers want and developing
something which can easily engage them is what the brand needs to focus on. Rather than
copying content they shall make something which is their own. Create something which people
would like to read and want. Managing your brands reputation is one of the most important task.
If at some point your customers develop a negative thought about your product or the brand
itself. You can easily respond to their post on Facebook comments in a very polite and
professional way so that it does not damage the reputation of your brand. When brands handle
such situations professionally it levels up their status and people appreciate their apologies.
Through Facebook it has become very simple and easy to keep an eye on your competitors. What
they launch what they are up to is all what shall be kept in notice so that your brand can always
be a step higher than them. This is a big advantage which can be easily provided by Facebook.
The world is moving and developing very quickly. Fashion and trends change within hours. New
and different things take over the industry. To cope up with this and move in accordance to the
industry Facebook helps us to keep updated about the industry so that your business can also
move in accordance to that and is not left behind in any terms. There are various benefits that are
provided by these social media sites to develop a connection between the customers and the
brands. The level of marketing that is done through Facebook and other social media
applications has proved to be highly beneficial and positive. By sitting at home people get to
know about different products and brands and all their queries can be answered by connecting to
the brands on Facebook. Therefore it has made it easy for customers to find what they demand
and select any brand which fulfills what they want.

Facebook has a potential for a wide audience and provides great incentive for new creators. This
incentive has already inspired millions of people around the world into signing up for this on

12
Facebook. Facebook monetization has certain pre-set criteria that need to be followed in order to
activate this feature. Three main things which have to be considered are:

 Page must have minimum of 10,000 followers.


 Videos should be at least 3 minutes long.
 There should be at least 30,000 views in 1 minute.

According to a stud taken with a sample of 1,000 pages, the average views per video equaled
7.8% of the total audience of the page. Whereas, 47% of the pages on Facebook don’t upload
videos. The videos had 182 million views in total, combined. Also, 12 of the brands posted 46%
of the total videos. On average, people have watched one-third of all videos on Facebook. It was
also found that organic views get more ‘complete views’ than normal views. This clearly shows
that there exists a market that can be utilized very well through video ads. Tina Ahmed (2018).

Another important thing to get hold of is to understand the concept of CPM. Facebook pays
different rates for every country, hence the very first point is location. This is due to the fact that
some countries have more ads running and have more active audience about products in the ads.
Pakistan is however a slow market in terms of this. Therefore, the content does not has to be
focused or biased about any culture as it will have very low reach, which will in return mean less
payment. Therefore, producing good, innovative and high quality content compatible with
international standards and portraying no culture would be way more feasible as the CPM rates
for other countries are way higher than Pakistan. Anna Gotter (2018). This shows that there is a
huge potential market out there, which has not yet been explored and can be tapped into through
different ways. Considering everything, Tapoos will focus on different forms of
communications, which will be offering ‘Articles’, ‘Suggestions’, ‘Hacks’, and ‘Do it Yourself’.
The main source of revenue would be through advertising ‘Google AdSense’, Facebook and
YouTube ad breaks. The content will be produced based on thorough research, studies and new
innovative ideas and hacks by the hired ‘Media and Innovation’ team.

In Pakistan, the classic example of the modern-day Facebook dominance is the concept behind
'Mango baaz’ network. They have been producing content for years now and have created a
network of channels on every social media website. Their YouTube, Facebook, and Website
offering different content or products have millions of followers and subscribers and they have
13
been extremely successful in capturing the interest of the native audience, and making money out
of it.

If talked about another social media site which is also earning a lot of money online is YouTube.
YouTube is a site which is popular for videos. It is known as one of the easiest video sharing
network which is easily accessible to all. Without any complications and easiest to use, YouTube
is very popular. Facebook and YouTube are the oldest yet the most popular sites which have
been known socially for past many years now. They are the most known websites which are
accessible easily to everyone all around the world. Different people share various videos and
gain subscribers through it. Now the question comes that how YouTube makes money and how
Facebook and YouTube competitors in today’s world are. Basically, for making money on social
media sites the only thing that matters is the number of followers or subscribers you have. That’s
the main thing. The more number of followers and subscribers, more chances of earning a good
amount of money from these sites. So, it’s your followers which means the people who can help
you earn money on social media sites. If people like and love your content they will definitely
promote it and your content can get popularity like this. But if your content is not good enough
and people are not much attracted towards it then there will be very less chances of gaining or
earning a better amount of money. You tube is a huge panel and platform for various videos it is
available in a number of languages and billions of people use and upload videos in one minute.
Monetization is the process that works here. When a user uploads a video on you tube people
start watching it. And there is a specific number of views after which you tube starts
monetization. To understand that how does a website which is totally free to its users earns so
much money? The question can be answered like this that this social media website is totally
depended and working on the basis of advertisement. Which means that it’s the advertisers who
pay to you tube and that how it earns money. Since it’s a very large website and its very easily
accessible to people, the people who want to promote their businesses they can easily start their
advertisements on you tube, from which people can get to know about that specific brand and get
their attention towards it. Another process of you tube’s way for earning money is the “imbedded
advertisement” by its name we can get to know that this advertisement is basically in the you
tube video. It’s either at the start of the video or in the middle. It comes automatically in the
video and it also easily generates a good amount of money. Now this depends on the number of
people who watch this video. If more people watch it definitely it’s going to be profitable for the

14
company as well as you tube. From the total amount of money earned a proportion of that money
is given to creator of that specific video. Therefore, an option of skipping the video is also
available on the right corner of the video’s screen. Then comes another great feature of you tube
which is the “landing page” this means that when someone opens the you tube page, the home
page, there is an advertisement over there. It’s basically like a banner on the homepage which the
views can easily see.

You tube’s wonders just don’t end here. There are a lot more things that you tube has launched
to help its advertisers promote their work. You tube has also launched TV which is known by the
name you tube TV and this streams live shows and channels. So basically, it’s a complete
package with a plus point of live streaming television as well. Whether its news tv shows or what
so ever you tube has provided its views with this plus point of having a television through it.
Another main way of earning money through you tube is the “affiliate earing” this means that if
the videos are similar to what you want to advertise you tube will embed your add on that video
and if people buy your products then that specific brand will pay commission to you tube. For
example, if a makeup brand wants to advertise their products on you tube, so on affiliate earning
that make brands advertise will be done on the makeup related videos on you tube. Whether that
a makeup blog or any such relatable video. Another main factor is that sometimes earning money
does not means that how many views you have on that specific video it basically means that how
good is the engagement on that add. By engagement we mean that how man y people are there
who watch an advertisement on that video for more than 30 seconds. If people immediately skip

15
the advertisement and don’t watch it for 30 or more seconds it may be a draw back. That what
engagement on the YouTube video means here. Now the ads can be divided into two. Firstly, the
CPC which is the abbreviation of cost per click. This means that you get paid for every single
click by the viewers on your add. The second one is CPV which is the abbreviation of cost per
view. This is what is mentioned in the previous paragraph that if a viewer watches the ad for
more than 30 seconds. On this type of add the click does not matters. Viewers may click for as
many time as they want but this will be of no benefit to the creator as this is the CPV type add.
Other than this there are three more types of ads which the YouTube website has. In search, pre-
roll and the display ads. By names it is clear what each ad means. The pre-roll ad is the
advertisement which is before the start of the video, in search ad preview in the search results.
The third one is the display ads are displayed with the suggested videos which is on the right
side. If we compare the two most popular sites of today’s world the drawbacks and also the good
points of each will come forward. The two main sites which rule the internet, Facebook and you
tube. Both of them are unique and good in their own ways. And both are better than each other in
various ways and on the other side definitely both the sites also have flaws in them as well if
compared. Facebook is such a site which is not limited to provide its users with one single thing.
It is vast in variety in such a sense that a number of online social activities can be performed on
Facebook than YouTube. If described, Facebook is a site which helps you connect to the world.
Through connection here it means that you can make a profile add friends from all over the
world connect to them through messages videos chats live streaming etc. it has basically made
communication very easy. Without any cost you can easily stay connected to your loved ones.
Facebook is definitely known one of the best platforms for promotion of business as well. By
this it means that millions of users sign in to face book on hourly basis. If you want to promote
anything you can easily advertise that on face book either on videos, homepage or even make a
fan page a group for discussion and promote your content. By this you can easily get tom know
that how many people are attracted towards your work what do they expect from you in the
future and what are the things which the audience is not liking and how can it be improved.
Therefore, it can be complete package of knowing the pros and cons of your content and also
best way to promote your content easily. If talked about that how do people view Facebook and
YouTube, it can be said that whenever people visit the site of YouTube they have something in
their mind, they have already planned to watch something, and they will only search for that and

16
then watch it. They won’t use YouTube as a socializing app. They will see what they have
planned for whether that a movie, song or any show. But when we talk about Facebook and how
people view it, it is said that people use Facebook as one of the most top socializing app. People
open the application just for random socializing and passing their time. They like different pages
and though that their news feed stays updated and posted. Throughout the day people use
Facebook several times. But You Tube is not considered that much easy to go app if compared to
Facebook. The audience has a pre-planned mind on what they have to search and watch on
YouTube, if they have missed a show on television they can easily catch it up on YouTube no
matter how many days after it had been aired on the TV. This is known to be one of the most
plus point of the YouTube application. But still the drawback lie’s here that you tube is not used
as a socializing app. The audience doesn’t use it as a random application or site to access.
Whereas Facebook is used as a daily accessible application which is easy to use and helps greatly
in socializing. Also, it is said that people use face book socializing app more than you tube
therefore it is a better option for advertising your content. Other than this there is one more point
for Facebook being better is that on you tube there is only an option of commenting under the
certain video there is no other way to contact the owner of the content and even on some videos
the owner disables comments so that people cannot comment which is a negative aspect but on
Facebook the option of not just comment but also direct message, like, comment share and even
live chat can be done. These are the options which make it a bit vast and a better option to use
than YouTube. Social networking sites have always had a competition between them and each
has wanted to be better than the other. It has been seen that all are good in their own way.
Facebook has its own qualities which are best known, and YouTube has its own qualities, it is
known as one the best video website which has no competitor. It has basically become a fact that
online social sites make a very good amount of money. That is why brands now advertise on
them. Other than this if they make their own fan pages and get popularity on them they can
easily turn on the monetization and start earning. For this purpose, it has to be kept in mind that
firstly your content should be unique in all ways that it can easily attract people and keep them
happy for a while so that neither they get bored nor they lose their attention. These are some of
the main things have to be followed to gain more and more followers rather than losing them.
Also, the creator should be prepared enough for negativity that they will receive because you
cannot always get positivity and good remarks from the audience. It’s not easy to get a required

17
number of followers easily. For this either your brand should be previously known or either your
content should be exceptionally unique which people can love effortlessly. Your followers are
who help you earn money so it’s the content creators duty to be humble and polite to its audience
and be nice in all possible ways and handle things professionally. Also, you should be active,
active in a sense that you engage with your followers on and off, there shouldn’t be much gap
between your communication and interaction with the followers. In today’s world earning money
has become challenge for all. Either it’s a job or a business if you are not keen enough and
enthusiastic to do your work, your work cannot flourish. Loving your work and being dedicated
to it is what matters. If you make your content with full attention and dedication only then it has
chances to be unique and recognized. Basically, it’s a world of competition now. Each and every
brand and each and every site are now competitors of each other. Same is for YouTube and
Facebook. Without any doubt both are better than one another. Facebook has its own capabilities
and specialties and YouTube has its own good side. The fact that why do people mainly
advertise on these sites is that these websites are widely used all around the world. And it makes
the business‘s promotion a lot more easier. Having said that people have more attention towards
Facebook as it provides its users with a variety of things to make their socialization easy.
Through direct link and contact with the user’s people can easily place their orders though
messages, as they can have one to one conversation with them. Here the audience can also ask
for their quires and the owner of the content can easily satisfy its customers.

Types of Facebook Business Models to be followed by Tapoos:


There are many business models that are being run on Facebook right now on different models
and each and all of them is equally important and the best way to utilize the business is to follow
each and every one of them altogether, instead of following them solely. The different types of
business models on Facebook combined generate a revenue of millions of dollars monthly, and
there are big companies that are a proof of it. The models of different types of businesses on
Facebook can be adapted in different ways which are as follows:

1. Facebook pages can be used to do E-Commerce trading. There are many pages on
Facebook right now involved in such activities. Facebook allows different allocations
acting as a shelf for products to have customers and page’s visitors see the products. The

18
page acts as an E-commerce site and provides all the necessary details of a good E-
commerce site including payment options. The amount is transferred in the attached
account with the invoice and the item number and all the required details of the
customers so that the company can launch the delivery of it. The system will also keep all
the historical data and will display prices in an effective manner. What’s even more
interesting is that due to the Facebook algorithm, it is easier to identify the exactly right
kind of audience willing to buy the product and spend money on it. Therefore, in an
unrelated context, the comparison with the websites that sell such products cannot
effectively target potential customers as the product is hitting a lot of non-customers as
well.
2. Another Facebook business model that has recently gained popularity is of licensed
content for a lot of page owners. This is a huge opportunity for people who had barriers
to producing their own content and for reasons could not be original content creators.
This feature or a business model allows them to post content that is not their own but
licensed. That is highly beneficial for countries like Pakistan etc. where there are
unlimited barriers to content creation and the content is not appealing to a Western
audience, for whom most of it is intended. Although, the subject of appealing is highly
debatable here, but the fact of the matter is we’re unable to create content in English, a
language accepted worldwide, and content in the norms of the West. So, this licensing
videos concepts has sorted that problem out for everyone. There are companies available
that license their content on fair prices, or that license their contents on a revenue sharing
basis. Either way, it has become highly convenient to obtain content without any
copyright infringement and that has incentivized a lot of people to move in to this
business.
3. The third type of Business Model to be followed, that we are opting for is the content
creation. The content creation is a complex business order, however it is the most decent
and the purest form of business existing on Facebook right now. The content uploaded is
surfaced up in the rights manager first, which provides you the copyrights for your
originally created owned content so no one else can post it. Then it is further published
on the page and Ad Breaks are set enabled for the content. There are proper established
companies on such models, working the similar thing on YouTube and Facebook. In

19
recent years, people have been incentivized to work on Facebook more as it provides a
much higher revenue than YouTube now and has better algorithms working to target
audience in the news feed section for automatic video playing. These features have made
Facebook more effective than YouTube.

The Game: The best Model for businesses like Tapoos


The ultimate goal of Facebook products selling business, or content creation or licensing
business is that you need maximum amount of views on your content or product in order to
maximize the revenue generated. In order to do that, there needs to be a sharing network big
enough to support the required views on a video. The common misconception among people on
Facebook about posting videos is that the videos ‘go viral’. Anyone from inside the business or
someone who knows how to do this, knows that this is wrong and you have to make the video go
viral yourself. This in no way eliminates the need for better videos with good retention that
quickly establishes interest. However, the most commonly model acquired by content creators
etc. is the Facebook share for share model. Which allows content creators and huge page owners
to share each other’s content on their pages. This is an excellent way to combine traffics from
different page on a single piece of content and in turn boost the views. The jargons for this
arrangement are known as a Sharing Network and the process jargon is S4S which roughly
translates to Share for Share. All of the big celebrity pages, and Viner’s names there are in the
social media industry are involved in such arrangements.

Facebook Algorithm:
Facebook algorithm is an extremely important aspect in the development of Facebook. This is
one of the most basic things in the foundation of the websites that make Facebook different from
many other websites in the market like YouTube that offer quite similar features and stuff. The
difference has allowed Facebook to run a successful tenure of Instant Articles, and now the
algorithm is focusing on selective content sharing as per the user ratings and the likeness.

Importance of Facebook Algorithm:


Facebook algorithm as already said is extremely important and plays a substantial role in the Ad
Breaks and Video Monetization. What it does is provide a relatable audience with content of
their choosing which in turn enhances the audience retention on an average basis. Audience

20
retention helps engage more audience with the content and in turn due to the matching interests
more people are predominantly inclined to watch the videos until the point of advertisement. As
the rule of thumb is for such type of a business that content should be relatable to the interest of
the people and therefore people who are actually interested would watch the full video. This also
increases the CPM of the ad impressions and in turn enhances the amount of money made for the
content creators as well. If you compare the same algorithm with YouTube, Facebook is highly
advanced and does things much more efficiently.

How has it helped Facebook? The question that Facebook has answered many times in its
Beta version as well as live and online to its audience is that the system and the algorithm is fully
capable of detecting frauds and infringements. There have been many cases of such frauds in the
market. The people that committed acts that violated community standards are regularly held
accountable and are penalized. The algorithm helps keep track of the original content owners and
provides a platform to detect licensed videos and their proper licensing as well. It has also
allowed users to communicate with each other and make deals of their existing networks while
staying with in the copy rights policy of content creators. Facebook has provided this as a result
of constant data manipulations and techniques used by hackers all over the world to use
copyrighted content for their personal gains and Facebook has been able to put an end to it
successfully. Defining Facebook algorithms in simple words it can be said that it basically ranks
all the posts on face book’s user news feed depending on the interest of that person. For this
purpose there are four main aspects on which ranking is based (1) inventory, (2) signals, (3)
predictions and (4) final score.

In the year 2017 face book had been involved in a data controversy since then face book has
been working on to improve its transparency in users data handling on how it is going to rank
posts on the users news feed. Due to such events now face book takes concern of the posts for
their users and prioritizes what to display. What users see on their newsfeed is now very much
based on what they want to see and what is of their interest. The four factors can be briefly
discussed as that the inventory includes all the content available on Facebook then the signal is
about the information which face book related to the content then prediction includes that what
will be the chances that the user will like that content lastly the final score which means that a

21
final rank or number is assigned to that content, that how much the user will like it and respond
positively towards it.

The advertisers only have control over the signals of the content. Which is the second factor.
This is divided into 2 parts Active and Passive. The active signals are the basic one’s which
include the likes, comments or shares. Whereas passive signals are a bit complicated and include
the view time, story posts, time of the post shared etc. to popularize your post and make it more
meaning full so that people catch interest towards it a number of things shall be kept in mind
firstly you shall be a starter to the conversation. Which means that your content should be
powerful enough to make people stop and conversate on your post. Give users a topic of their
interest to talk about it should be something that can easily convince people to talk about.
Secondly the main thing to focus on is that one should be very vigilant to see that what sort of
audience should be targeted. The content should always of the interest of your audience only
then you can easily get their attention. Thirdly the advertisers should not request their audience
to like share or comment on their posts. Rater they should work on making their content so
powerful that people automatically take interest in their content. Once you have posted your
content it is a must to track how well your posts are going and which type of post has been
gaining more popularity. By this process the advertiser can easily spot the posts and feed from
which it is gaining more response and what type of content in being liked by the people. It is
very important to develop your posts and content keeping in mind the interest of the people
because your audience are the only key to have success in this terms.

22
Now the main benefit for the advertisers is that Facebook has introduces so many new features
are interacting with the audience is not a problem anymore. The Facebook live feature helps the
users to have alive interaction with their followers to create a better understanding and also to
know that what the audience is expecting what sort of content to they want to see in future.
Brands publishing their content it is not important to have a very prolonged content example
video. The advertisers should focus on what the audience want and how will they be attracted,
and the producers should make small but very useful and meaningful content rather than long
and useless post. Another very useful feature which Facebook has launched is the poll. It is a
very good way to interact with people and get to know about their interest. The producers can
create a poll between two things and the users can vote for them. By this feature the content
producer can easily be sure about what the majority of the people want. Every post that the
producer makes must be unique. The main mistake done by the advertisers is that they repeat
their work which then lowers the interest of the audience and they don’t watch their content
again. Therefore the producer should make sure that the content is meaningful and unique and
very different from the previous one and other brands too. People avoid reading very long
captions which a lot of advertisers write above their content. Users don’t read them rather the
caption should be short and catchy so that the user can give a quick read to it and still reacts
positively to it. The advertisers should choose the best time to post their content when the users
are active, and the content can get maximum interaction and reactions. Facebook’s global
engagement can be looked into for this matter so that the producers know that at what time users
are mostly engaged on Facebook. Thing that can boost the chance of more likes comments and
shares are very important. The content should be unique it shouldn’t be repeated. The content
should be short but catchy and meaningful. The audience should be targeted. What you post
should be of the interest of the audience. You should be the conversation starter to your content.
Ask people about their interest question them and try to engage them on your post. Go on live
sessions and chat with your followers ask them from their expectations and what they want to see
in the future from you. Look into the ways from which you can enhance your followers. By
global engagement make sure at what time which content are you going to post will the people
like it and what are the chances of people being more active on your post at that time. When you
create a post on Facebook it is a must that it should ne catchy enough that the users effortlessly
get attracted towards it and react to it. The post should not only have information but also it

23
should be such a post that can engage the audience. Engaging the audience in a sense that you
should come up with new ideas like if you are running a brand page you shall include different
offers in your post there should be discount themes, different coupons for the people also you
can put conditions that if the user shares this post and mention it to their friends as well they can
get some exciting prizes. These things can easily stimulate the audience to interact on that post
and this will be on way of your promotion. For earning money through Face book it is important
to have a certain amount of followers or likes on your Facebook page. Facebook has some
criteria which the creator of the page has to fulfill. Standing out from a vast number of pages is
something very important. There are millions of pages which are earning through face book but
each and every page is unique in its own way. If your content is not good enough and not unique
then definitely you cannot get the certain amount of likes which will then result in no money.
Face book is a social networking site which means that people here socialize are friends and
interact. To promote what you want to share with the world it’s very important to have a large
social circle. People who have less friends and are not much social they cannot easily spread to
the world what they want to say. Whereas on the other side if someone has a big social circle
they can easily convince their peers and friends to like and promote their posts and page.
Facebook has made things a lot easier. There is and advertising option also available through
which you can advertise about your page it’s known as face book ads and it acts as a push to
promote your page and post. To be on a position it takes time. People who are popular have
undergone a whole process that is why they are at a position of earning money. They are experts
at making their posts interesting and exciting, which they can do by adding various relatable
links on their posts, not just this but also by adding images, pop up menu’s etc. developing trust
for your audience is a very important thing. You should make sure that people not just only like
your content, but they should also respect and have faith in what you are trying to sell. People
will happily buy your products if they trust you. The creator should be humble enough that
he/she reacts to negativity in a very positive way. Audience does criticize your work it’s not
always that they will like it maybe at some point they dislike it too. But how well and humbly
you react to it and try to improve it is what matters. This will help a lot it in promoting your work
and will make people like your more. Your audience should be like your family, by this it means
that you should treat your followers as your friends and family and not as a source of earning
money. Only then it will be easy for you to promote your work and achieve your purpose. When

24
it comes to the sale of your products through Facebook your page should not be limited. By
limited it means that it should not just be available to a specific geographical area it should be
wide enough that from where ever people want to place order they can easily do, this will
increase the purchasing power of your products. Other than this there should always be good
sales for your followers that’s a very good way of making your followers happy and excited
about your products. You can also promote by strategies like buy two products and get
something free. Or buy any two products and get a discount on the third one. Such strategies can
easily attract people to look into your products and buy them. Once you have obtained a number
of followers and people have been attracted towards your posts. Now you shall focus on the
engagement level of your followers. By this it means that what sort of posts attract them more.
One which specific post did you get more engagement through likes and comments. That’s what
has to be focused on. Other than your face book page you can also make groups, these groups are
the discussion groups where people can talk and discuss about your products. Groups and fan
pages help a lot in this manner. People can share their experiences, and this can help you
improve also you can be appreciated like this. The creator should be happy in both cases in
criticism and in appreciation as well. Only then they can work on making their content better.
Audience should always be happy with your content and have trust if they look forward to buy it.
If one follower is happy it specifically means that that person will definitely recommend it to
their friends and the cycle will go on. That how your followers will increase, and your page will
be promoted. Even if you have gained enough followers which is enough to make a good amount
of money it shall be kept in mind that the creator pf the page shall urge to gain more followers
this can always be a plus point because this will show that the page is progressing and more
people are liking their content and like this the cycle will go on. The only and the main channel
from which Facebook has been and is making money is advertising. Facebook is such a site
which supports this matter, which is the advertising. Because that’s the only way Facebook is
making so much money online without any physical effort. Even access to Facebook is totally
free. You only require internet and you can very easily access to Facebook freely without any
charge of cost. Facebook advertising is basically known as a self-service ad bases website.
Which means that the users can set up their own advertisement by visiting a specific page and
start their work by making an ad campaign. People who open new businesses or doctors who
have recently started their medicine practice and have started their own clinic, and many more

25
businesses like these are very important for Facebook platform as these are the small businesses
which help face book to make money through their self-service advertisement campaigns. This
type of ad campaign is basically for small businesses like restaurants, clinic, fashion designers
etc. Facebook has another option of engagement advertisements as well. By this it means that
there are some advertisers which belong to large brands which are known by the people, they are
given a special place on the home page of the website as that’s the first thing that everyone sees
when they login to their account on Facebook. This is basically a direct interaction as that’s the
first thing which people see once they have logged in to the web site and they can easily engage
with people on that post. Facebook has tries to make advertising very easy for its users.
Facebook had also launched a system of brand lifting. By which it means that it helped people to
have a check that how effective their advertisement or the advertising campaign has been and
how can they improve its not much effective. Other than advertisement Facebook has also
another way of earning money which had been launched by Facebook some time before and is
known as the gift shop. Facebook gift shop is basically a way to send virtual gift to your friends
and loved one’s online. It’s a virtual treat for them which you can send them on their birthdays or
any other occasion. Since it’s a huge success and people have really liked the virtual treats that
they get from their loved one’s Facebook has planned to open up this business more and bring in
better gifts and options for its users as it’s a success. In conclusion to this Facebook has been
and is making money through many ways whereas advertising is the process around which the
whole money making process lies. If your content is unique and real the business on Facebook
will only flourish and in no time, it can make billions of moneys. Then there might not be any
chance of the set back of this business, but it is true that in the start struggle has to be done in
order to get yourself recognized which is definitely not an easy task to do. People don’t easily get
attracted to what you post for that you have to work hard. Get your self-recognized by people
make your work worth people’s attention so that they are eager to know what’s coming up in
future rather they shall not be bored of what you make and don’t give attention towards it.
Facebook is a free accessible site which anyone sitting at any place from all over the world can
use. It had been said previously that at one point Facebook will start charging its users for a
accessing it but that’s not true because Facebook has been a powerful business only because of
advertising. In short it can be said that nine things that shall be followed for making money on
Facebook are firstly you shall a very active and nice Facebook profile by which people can easily

26
get attracted, then you shall always post public ally by which it means that your posts should be
public. Then it is very important to be active on your profile by which it means that you shall
always interact with people you shall be the one who starts the conversation and impress or
please people easily also you shall be a boring user to talk to. It should be very easy for you to
keep the conversation going and make your audience happy and relaxed. The main thing is that
you should have a large social circle by this it means that you should have a lot of friends.
Because that’s one way from which you can increase your money. Other than your direct link
with the users you should also make a group where you can easily impress and talk to different
sales persons. Lastly, Facebook does provide an opportunity to work but you should also provide
your audience with alternatives to contact you.

Aims & Objectives:


 To provide an insight on how global trends of video monetization will affect Pakistan.
 How Facebook plans on inspiring creators?
 If the business is Feasible to adapt or not.
 What is the amount of Investment required?
 What type of Facility Layouts is required to run the business?
 What will be the essential requirements for sustaining the business?
 To figure out the future development plans of the business?

Methods of Analysis:
The project will consist of extensive Non-Financial/Financial Analysis of the business. It will
consist of the following:

 Demand Analysis
 Product/Services Analysis
 Analysis of Legal Requirements
 Analysis of Facility
 Analysis of Team Required
 Analysis of Issues & Challenges

27
 Analysis of Future Development Plans
 Market Analysis
 Swot Analysis
 Pest Analysis
 Porter-Forces Analysis
 Income Statement
 Balance Sheet
 Statement of Cash Flows
 Capital Budgeting
 Development Plan

Apart from that, the popular opinion of the people will also be concerned. Since, the target
market will be set automatically by Facebook for a particular niche i.e. Life Hacks, or Do it
yourself, we will only have to identify the most popular one and work on that.

The research will also be fruitful to find out what kind of facility is required to start such a setup,
what type of team to hire and their job responsibilities, along with all the legal requirements, and
the production of investment. The research will also highlight ‘Future Development Plans and
provide an insight on what issues and challenges can be faced. Quantitative method will be used
to collect the results of the study because it is the most operative method that can be used in this
limited time span. The data will be collected through primary source and the source of primary
research will be questionnaire which will be filled by the students for market survey to know the
demand of our service. Questionnaire will be conducted to assess the views regarding our
services and which factors will impact the page’s posts’ engagement behavior.

The Non-Financial Analysis:


The very first step to this start-up is an extensive, thorough business plan considering all the
variables of it, providing important insight so that the investors can be convinced.

28
Demand Analysis:
There is a huge potential in the creative market and it is very evident from Facebook’s recent
policies to strive towards entertaining creators and incentivizing them to join the network. Life
hacks, DIYs are one of the most highly watched and frequently watched type of videos, and thus
do create a demand in the market. However, the popular opinion of the people will be obtained
regarding it through a questionnaire.

There is also a potential for different type of content that can be licensed which includes pranks,
vines etc. and can be used for monetization purposes legally and it provides a good amount of
revenue. Also, since there more people on Facebook, higher traffic, it makes it easier to reach the
right kind of consumer for selling the merchandise and to the exactly willing customer, as it is
easily identified with the help of complex Facebook algorithms.

Products/Services Analysis:
The products or, and services will be:

 YouTube Video Channel advertising


 Search engine optimization (SEO)
 Banner advertising
 Video advertising
 Rich media advertising
 Sponsorship advertising
 Classifieds/directories
 Social media management
 Articles
 Life Hacks
 Google AdSense

Going further towards the business development side, Tapoos will offer the following services:

Influencer Management and Development:


The company will be managing and developing new and existing influencers. The objective
would be to establish strong Social Media Presence, maximize revenue through multiple revenue

29
streams as well as develop the ‘Brand’ for their content. The company will own percentage of
the brand that was developed as well as the exclusive license and copyrights to the content that
was made using the company’s resources.

Celebrity Marketing and Management:


The company will be managing the Social Media Accounts of different Hollywood celebrities.
All Social Media Accounts will be handled by the company assigned representatives. The
representative will also be responsible for finding new, creative, or even existing ways to utilize
the accounts of these celebrities for revenue generation through different deals. Aim would be to
grow their social media presence, as well as keeping their audience interactive with them.

Content Creation & Development:


The company will specialize in different forms of content creation, and will aid those looking to
build their brand by dedicating a certain amount of resources towards them for a decided
Revenue percentage or a fixed fee. The company will also create its own content, and develop its
own brands owned completely and exclusively by the company.

Digital Ads Management:


The Company will acquire brand deals, and work with other brands and companies to identify
the right strategy for reaching their potential and existing customers to enhance their conversion
rates. Campaigns will be dealt with according to the company resources allocated. Company will
also use the already signed Celebrities, and Influencers to acquire brand deals on their names.
Cross Platform Marketing will also be a fundamental part of this service.

Brand Launch & Marketing Strategy Development:


Company will aid in the successful launch campaigning of brands, as well as formulate the most
effective Marketing Strategy using different platforms and all modern means of advertisements.
New and upcoming companies will be identified, and contacted for providing these services.
Efficient timing with accurate foresight will be required for this.

Social Monitoring & Responding:


Company will help clients develop their brand awareness, and online reputation. Will also
provide content & media management with updated news and offers of the clients via their

30
accounts to their customers. This will also help in generating quality website traffic. The service
also includes holding, and strategizing different contests.

Research & Development:


Tapoos will help identify the right strategies for brands through its advanced and creative R&D
team, and will provide its clients with accurate analysis and statistics regarding the industry,
competitors, as well as the updated trends in the market.

SEO Optimization:
Tapoos equipped with its highly capable team will help brands in improving their SEO
rankings, keep track of the customers. Highly important for businesses like Hotels,
Restaurants, Airlines, Apps etc.

The amount earned or revenue would depend on different factors:

 Where the ad or video was watched (Location)


 For how long was it watched (Duration)
 How many people watched the 3 minute video for over 1 minute?
 Amount of clicks on ads
 CPM (Cost per Thousand)

Once this criterion has been met for Facebook, the creators can start posting their content and
start earning.

Analysis of Legal Requirements:


After the investment has been obtained, the next step would be to register the company as a
“LLC” a limited liability company. In order to activate Facebook monetization, the company
needs to be registered.

Summary of the legal requirements:

 Cost of Registration
 Permanent Address (Office Address)

31
 Account registered with Facebook page.

Analysis of Facility:
A look into the production facility shows the basic requirements for running such a business:

The facility layout will consist of a state of the art ‘Media Room’, loaded with high quality
camera, lights and props equipment which will be kept up-to-date as per the requirements of each
video. Everything will be kept in mind and it will be adjusted accordingly to produce 4 to 5
videos per week. Furthermore, with increase in demand, and reach of the videos, the process can
be paced up and 4 to 5 videos can be produced in a single day. The very basic equipment
required would be:

 Camera (High Quality)


 Tripod Stands
 Flash Lights
 Curtains
 Chart Papers
 Back Drops
 Green Screen
 High Processing Laptop, HD Flat Screen with Editing Capabilities
The facility would also need to contain cabins for the team, as well as the main offices and guest
rooms.

Analysis of team required:


Going into detailed analysis of the hiring team, the team required would consist of:

CEO:
Will be responsible for overlooking everything.
Creative Director:
Will be responsible for the quality of the content produced.
Digital Advertising Specialist:
Will be responsible for all forms of advertisements on all channels.
Human Resources and Admin Manager:
32
Will be responsible for hiring and maintaining internal monitory control over employees.
Sales & Marketing Executive:
Will be responsible for sales and promotional activities.
Accountant:
Will maintain all company accounts.
Video Editor:
Will be responsible for all edition required in the videos
Content Creator/Online Traffic Generator:
Will create attractive content to increase reach.
Client Service Executive:
Will be responsible for serving clients and maintaining healthy relations.

The biggest and the foremost responsibility of the Creative Director would be to ‘Create new and
Innovative Ideas’, and keep the flow of creativity consistent throughout the team. Creative
Director would also be responsible for managing the entire project team, and supervising
different forms of inputs required for the project. He or She will also be responsible for coming
up with strong marketing strategies for the clients, as well as ideas based on good and thorough
research to aid in Client’s brand development. CD will also play a fundamental role in guiding
the content in the right direction, and making sure it aligns with the values and the objectives of
the company whilst ensuring the highest quality.

Responsibilities:
1. Manage the Project Team
2. Come up with good and creative ideas for content
3. Develop Strategies and Design Campaigns for Clients
4. Coordinating people’s skills personally and creatively
5. Strategizing to Develop the identity of the Brand
6. Bringing up Unique and Creative Projects
7. Ensuring the Quality of the Content
8. Identifying Potential Clients
9. Researching on Clients’ and Potential Clients’ Needs and Gaps
33
10. Hiring and Spotting the best team
11. Making efficient use of company’s resources and budgeting for campaigns
12. Managing Social Media Campaigns
13. Overseeing and Managing Social Media Accounts of the Brand

After the creative director the most important job would be of the editors and graphic designers.
The systems required for the graphic designers would be I7 computers required to do high
rendering work. The organization would require two graphic designers and two editors since the
quality of the videos produced would be merely dependent on them. The requirement of props
for the DIY’s videos would be fulfilled on daily basis. A certain budget would be allocated from
the investment and a specific employee would be hired to fulfil props requirement on daily basis.
The financials prove how the investment can be recovered in 5 years and how the company’s
revenue will be generated. Once the brand starts getting enough awareness the company would
scale its processes further. A complete strategy evaluation would be done on weekly basis which
will ensure the company is going in the right direction and the resources are being made use of
properly. Sheets will be maintained along with proper accounts in order to keep track of each and
every transaction and hence ensuring each and every step of the organization is kept track of.

Analysis of Issues and Challenges:


There will be numerous issues and challenges faced during the initiation of the business:

 The biggest issue that we will face is that in order to activate video monetization is to
achieve a minimum of 10,000 followers.
 The videos also needs to be at least 3 minutes long in order to be eligible for video
monetization.
 Another challenge will be that Facebook works on Net-30, which means the payment is
transferred after 30 days for every video.
 Another considerable challenge is that if the videos are made as per the culture of
Pakistan, or the Sub-Continent then their reach would not be that big. The reach needs to
be of millions of people, and as per the European and American culture.

34
 If the page is promoting content that is not acceptable to the viewers they can report it
and the page can get unpublished, as Facebook holds the right to such activities and
therefore the earning machine of the company, the earning asset will be shut down.
 Anyone with a rights manager can have access to your licensed videos and hit you with a
claim for copyright infringement. To get that cleared, it’ll take several days.
 The IDs that are famous for having pages in the Facebook market are extremely prone to
hacking and have been hacked numerous times.
 Sometimes, the videos that have been claimed are not shown on the invoice for earnings
and the earnings of those videos are transferred to the content creator or owner.
 Accounts attached like Credit Card etc. are prone to hacking and can be accessed if
Facebook IDs are compromised.
 Facebook has been known to collect every single piece of information on its users and
building profiles. While it’s a fact not known by many people, but Facebook has more
information on you and your life than your own family or any close friends. It is a highly
controversial topic. Facebook has one of the most high-grade network securities in the
world right now and despite all their efforts, the data of millions of users was leaked
online and people were put at risk and the security was compromised. It has provided
many a people with reasons to leave their Facebook businesses or shift to other secure
platforms that are not at such a high level of risk of exposition. Trade secrets, page data,
and user data was leaked online and companies have been buying this to induce
behavioral patterns in order to gain more information and knowledge about customers. It
helps in selective targeting of consumers according to their likes and dislikes and identify
potential consumer or customers as well. Mark Zuckerberg was fined and put through a
trial in front of the members of Senate in US, and was held accountable. Ever since then
Facebook has upgraded their security and is trying even harder to maintain a good
reputation but the factor of vulnerability still exists and Facebook is still continuing to
maintain data cycles of users and is therefore still at risk at all times. Similar is the case
with businesses on Facebook or any other site for that matter that it is at the risk of
constantly being disposed of in public and there is no one to actually hold accountable
except for Facebook as most of the users have not agreed to data being collected on them,
and it is a massive privacy concern for any of the 2 billion people (Recent Statistics) on

35
Facebook. However, maintaining a certain level of optimism is necessary for any
business and such level of optimism is also required for this business in short.
 Facebook pages are also at a constant threat of being demonetized. Sometimes a bug in
the system or an error or too much engagement can kill the reach of the page and it can
even wrongly get flagged for spamming and insightful content. However that may not be
true for a lot of pages that have been demonetized. Facebook has regarded it as a bug in
the system many times over.
 Sometimes the invoice of the payments is not fully accurate and the level of earnings
online are an estimate, as it is clearly written below the tab of earnings. Many people
have regarded it as an absolute measure of their earnings and are left disappointed upon
receival but that is not the case. Facebook only provides an estimate and not accurate
depiction or measurement of your earnings, as that can only be obtained in invoice
generated at the end of each month.

Analysis of Future Development Plans:


 The plans for future development include following influential network of pages. The
very first step includes creating a monetization page and posting content. However, in the
future, a network of pages can be created once the page has gained popularity. This will
allow each page to have its own specialty and will be dedicated to it completely. All of
this content will also be shared on a central page, earning double the money that was
originally earned.
 The plans also include providing an online platform and jobs for people around the globe.
This will encourage new and innovative ideas and creators to experiment with content, as
well as create job opportunities in different sectors.
 The company will also focus on ‘Women Empowerment’ in the long term development
run. The company will create numerous jobs for women, encourage them to participate in
the process actively, and come up with great content.
 Future development plans also consists of creating a separate ‘Advertisement’
department. It will be responsible for creating online video ads, as well as bringing in
companies to advertise on our page for endorsement. This will allow us to capture
international market on a much larger scale.

36
 It also consists of an E-commerce model on the Facebook page, with selling merchandise
of the established brand. This will also be a good revenue generating scheme.
 The model also consists of obtain Non-Exclusive rights to videos of different content
creators for the purpose of licensing them for monetization purposes. Separate pages can
be run and could be worked with content creators on revenue sharing basis, as are the
norms of the market.
 The website will be linked to all the pages on all social media pages, along with AdSense
and will serve as a foundation and a bridge between all social media accounts.

Future Plans for Tapoos:


The project is dedicated to Arab lifestyle, focusing on what differentiates the Arab culture from
the rest of the world. Also, highlighting why it is so attractive for people around the world. I’ve
analyzed different blogs, and social media sites working specifically to UAE. The major
difference in these projects are that they’re targeted for a specific segmentation, for example
Food, Cars, or adventure clubs. Our focus would be targeting these segments together.
Furthermore, we aim to create content which attracts people worldwide, by making videos of the
Arabic food making, how’s the night life of Arabs and all the other unique cultural aspects would
be covered in our videos which will attract people to watch our own made content and we can
even sign contracts with the tourism department of the respective country for which we are
covering and making content, this can also help and can be a major reason behind increasing the
number of tourists towards the country.

Market Analysis
The market analysis of starting up a business like Tapoos here basically identifies and gives us
the information about the particular niche in the market which can be targeted .Therefore, the
analysis helps us to set up a foundation upon which our marketing strategies and revenue
generation will depend.

After conducting the market analysis, we came to know about the major factors about the
industry which we operate in, the analysis helped us to figure out our target market and some of
the major and essential features about our competitors, their strengths/weaknesses and how we

37
can be a step ahead from our competitors in order to increase our market share in the upcoming
future.

The industry in which we operate is the social media industry mainly our concern is with
Facebook, so particularly we are concerned with how many users are available on Facebook
comparatively to the other social media platforms, currently the most number of audience is
available on Facebook which is our Target Market, and within this, we aim to provide our
viewers on Facebook the best created content ever from our competitors running similar pages
on Facebook but everybody is targeting a particular niche, but what we are going to do is
different like our page Tapoos aims to target a variety of niche basically we want to entertain
people with different likes/dislikes, so that we can capture a larger number of audience by
providing a variety of own created content which would be unique and will make us ahead from
the competition in the market.

Furthermore, we conducted a set of other analysis including Swot Analysis, Pest Analysis,
Porter-Forces Analysis and other analysis to get an insight of the market and industry we operate
in and analysis of the needs and essentials which are required and help to run such a business.

38
SWOT Analysis:
Each and every business has its good points as well as weak points. There are times when it rises
and also there are times when it faces downfall. It depends on how well that business is
managed. Businesses on social media have now become a trend, almost every other person
comes up with an idea of online business but what matters mainly is the SWOT analysis. This
means that how does the business utilizes and operates in four major components, which are;
strengths, weaknesses, opportunity and threats.

Strength
The strength of a business can be recognized by how well and properly it is managed, what
content the business is providing to the people, how unique and exceptional it is, how catchy it is
that people get attracted towards it. Any online business has this strength and benefit that it’s
easy to manage. You have a direct link and contact with your followers and can easily with in a
time span of seconds you can contact then and address to their queries. The best strength in the
case of TAPOOS was clearly that the platform that was chosen for this business is free, free of
cost platforms are provided on social media which is one biggest and the main benefit of online
business. The impact of this business is long lasting yet very simple. It is easy and a relaxed
stream to start business. Popularity on social media is becoming easy with time. The
connectedness amongst people around the world brings a better know how of different things on
social media through internet, this is a strength for social media business which helps them in
flourishing by making a name in the market.

Weakness
The second point highlights the weaknesses, which means that the social media online business
is not much active, the content is not much likable and attractive therefore people bother less to
have a look at it. The business profile is not well managed. Social media is powerful when it is
used actively if your business profile stays silent for a long time it loses its consistency, which is
a drawback. Profiles and pages which are active and keep on updating their followers on and off
with good stuff, they can flourish easily and in a very smooth way. When a brand wants to sell a
product, it must be presented in such a way that it shall be competent and in all ways better than
the others. Choosing what you show to your customers shall be very carefully done because once
it’s something misleading, next time people won’t even bother looking at it. Such symptoms take

39
the business towards downfall. Team work is a must in very business. Bringing in people and
then managing them is one difficult task in online businesses. Since it’s an online process and
live check and balance cannot be kept therefore it gets a little difficult to manage when people
don’t bother to work dedicatedly. Management of how quickly you respond to people on your
mistakes and how professionally you bring back everything to normal has to be very carefully
worked on. If you fail to manage this scenario, you’ll start losing followers and reputation will be
effected.

Opportunities
Thirdly it comes to the opportunities, there are a plenty of opportunities for online businesses.
Several social media platforms can be used to market the business and because of this the brands
name can be spread all over the world very easily. But for that it has be taken notice that the
products which the brand is going to sell are genuine and not low quality because that’s the only
way for making a good and recognized name of the brand and business in the world. When
working on an online business you get to interact with people from all over the world which is a
huge exchange of information and results into a good opportunity for the brand to learn and
move ahead. Once you get a name on the social media and people get to know about it, it
becomes a dominant aspect on social media. That the power of this platform that things spread
very quickly and rapidly. The confusions and quires of the customers can be removed within
seconds with less communication gap because of social media.

Threats
Lastly come the threats. It is a fact that when a business is started it will definitely be facing
some hard times as well. Which means that it will have competitors which no matter what, would
want to be always one step high. How well business is managed from these threats is what
matters. Facing the threats, availing the opportunities, recognizing the strengths and weaknesses
is all what has to be managed and noted before starting the business so that it becomes easy to
handle and work on during the peak time of the business. Privacy issues can sometimes be a
concern for online businesses. Due to the advancement of technology it has become easy for
your competitors to keep an eye on your work and also on your next move. Other than this
people can easily make fake accounts and pages of your business profile to let it down. Such
things are to be taken concern of. SWOT strategy helps in such management of the online

40
business and these are some of the key points which have to be taken notice of beforehand so
that the business does not face any obstacle in the future and also that how social media can be
used as a platform for better business implementation.

Pest Analysis:
As our platform of Tapoos on Facebook aims to make most of its revenue from advertisements,
marketing different businesses and creating a heavy traffic of active audience to share for share
and in return earn money. Here Tapoos can benefit in getting insight by analyzing the business
environment more deeply through Pest analysis and this will further lead us to work more
efficiently for the future benefits.

Political Factors:
The platform of Facebook is directly related to the political situation right? because this website
is a social media platform where users include a normal person to celebrities, politicians,
sportsmen and all the people who are well known all over the world, and its users privacy is the
primary concern of Facebook, and here government stands for the users of Facebook that their
personal data in forms of pictures, videos, documents do not get leaked, and for this concern the
Facebook has to increase it costs in protecting the information and to recover the costs, Facebook
charges more percentage on the big Facebook pages like we are aiming to build.

As our page of Tapoos is a community platform on Facebook, we are likely to be affected by the
political conditions and policies made by government like:

 As we will be operating here from Pakistan, the payment receiving procedures may have
to be changed if certain policies are made restricting foreign payments which are made
directly.
 Taxes may be imposed on payments.
 Regulations may be applied depending on the political conditions.
 Inflation due to political instability will also affect our business because as we will be
producing content, for that the imported ingredients, products used in the videos will cost
us more reducing our profits.

41
Economic Factors:
The economic conditions of the country shapes the growth of Facebook, which will make our
page's audience to grow more rapidly, we would be then able to reach a much higher audience.

The economic variables through which a countries economic condition can be identified are
GDP, GNP etc. everything here has a connection with Facebook if people will spent more time
on Facebook, share prices will increase, and because of that our Tapoos will be recognized by
more audience and due to economic stability, Tapoos will be having plenty of opportunities to
expand helping in creating jobs, in future a drop shipping store, collaborations as well and many
more.

Social Factors:
For any of the businesses, one of the important thing is to analyses the social factors at first
because they lead you towards the requirement of the market, what actually the consumer wants.

In our business of Tapoos, considering the behaviors of the users, personality surveys and online
polling will let us know that what actually the users on Facebook require, what they are
interested in basically we will get to know that what kind of the content to produce which will
get maximum reach and views, the more the views higher the earnings keeping in mind the
geographical location of the viewers.

Once the social factors have being analyzed, our business will be well aware what to produce
and what not to in order to satisfy and attract viewers.

Technological Factors:
Technology directly influences the foundation of any of the businesses, especially if you are
doing something related to social media advertisements, marketing or producing videos, if you
do not consider the technological factors the new inventions, tools, innovative new techniques
and methods using technology, you will be out of the competition.

Social networking sites like Facebook, YouTube, snap chat etc. should focus on the advanced
technologies to entertain the viewers, and Tapoos here will be playing a major part by using
more effective methods to provide its customers value they want. Moreover, the technology used
should be up to date and this much effective that providing the basic security regarding the

42
information, content related to payment methods, hacking of the page, copying our content by
other pages must be avoided by the use of latest technology, making Tapoos and users to be safe
at both ends.

Porter’s Five Forces Analysis:

Competitive/Industry Rivalry: Medium


As Tapoos will be a Facebook page providing original content for the audience, similarly there
are other pages as well creating their own content for different target audiences, and every page
tries to come up with very unique ideas and content of high quality to attract a larger number of
audience amongst them, so basically the competition between the different pages like tapoos is
considered be at medium level because Tapoos aims to achieve its objective which states:

43
“To be one of the leading content creators page which is recognized worldwide” and in order to
achieve this set goal, it has to be effective and efficient throughout by creating content according
to the current trends on the social media and in order to sustain in the market, Tapoos should be
active and uploading content on daily basis or else will lose the competition in the market.

Threats of New entrants: Low


The businesses like Tapoos are not that much easy for everyone to start considering it just a
Facebook page, there are a lot of reasons behind the difficulty of starting up such a business
which are as follows:

 A large sum of investment is required.


 A lot of related research is required in order to startup a similar business.
 A team of experts required with high level of expertise and unique ideas creators.
 A great understanding of Facebook policies and regulations which are essential for
generating revenue through video monetization.
 High level knowledge of AdSense is required.
 How to get in touch with the sharing network (The influencers/managers and admins of
different pages of celebrities having audiences in millions) they help us in reaching
higher number of views on our videos by sharing.

And others as well including what type of content to create, on what type of content to produce,
at what times the content should be uploaded which can give the maximum number of views.
These are the reasons why the threats of new entrance is stated as low.

Bargaining Power of Suppliers: Moderate


The business we are opting for is mainly dependent on our team of employees who are
responsible of producing high quality content, the editing part of the produced content and
making the videos in such a complete way which is attracted by the viewer’s in order to get the
maximum number of views. Our employees either permanent of hired for specific tasks
(producing content which cannot be produced in our studios such as documentaries, short films,
content which has to be made in some other areas/countries where we are not operating are
basically of great value to our business and are essential for us as they would be providing
complete videos to be uploaded/scheduled on daily basis, so we have referred the bargaining

44
power of our suppliers at moderate level because suppliers which we need of such expertise are
limited and switching costs are higher.

Bargaining Power of Buyers: High


The buyers or customers of our business are the users of Facebook who have liked/subscribed
our page. Since there is a massive competition between the various pages which have being
monetized and are following similar model of Tapoos, the bargaining power of the buyers is
really high because there is no switching cost for them at all, as long as they lose interest in
watching our content, they can easy switch to other pages and unlike/unsubscribe our pages.
Other than this, the ads of the companies which will be appeared on our videos are also our
customers and they can directly or indirectly switch to other pages for their ads campaigns to be
run on the videos which can hit the maximum target audience to get a maximum number of
people to be marketed about the company’s products or services. So Tapoos will work on
developing such strategies to retain its customer base.

Threats of Substitutes: High


The threat of substitutes to Tapoos is high in case of losing the viewers as well as the marketers
can also switch because there are many pages working on an international level which includes:
Bright Side, 9gag, Fortafy, Jalal’s, 5-minutes Crafts, Goal-Cast, insider and such as Facebook
Watch, but Tapoos will continue to prove itself a different type of page which targets people of
different niche so that customers either the viewers or the marketers don’t switch to other
networks.

45
Brand Introduction:
The brand will be dedicated to creating highest quality content for different types of market
segmented audience. The goal of the brand would be to indulge the two types of audiences
available (One which has the niche of the brand in their interests/cookies; whereas the other
regarded as the potential audience which have relevant stuff in interests/cookies). The brand at
its core would work on bringing in the latest, and the craziest of fun facts, figures, stories, news,
and hypothetical scenarios to educate the viewers.

Market Segments, and Niche:


People who share the interests relevant to the brand identity will be approached through different
methods as per the requirement at the time, as well as depending on the social platform.
 Facebook: Boosting can be used to increase the viewership, as well as the network for
artificial distribution, and collaboration.
 YouTube: Ad Words for YouTube will run Ad Campaigns of your video to the defined
audience segment in order to grow the channel.
 Instagram: Promotion is also offered on Instagram as means for increasing the
viewership.

Brand Growth:
The best and the proven way to grow the brand is with time, and patience whilst maintaining the
content quality. Another effective way to grow the brand is through hashtags. Mentioning
related, and concise hashtags can help in bringing in more viewership.

What’s Important?

One of the most important things for the brand would be to post at a stable, and constant rate
while maintaining excellent quality. It is very frustrating for viewers to check their favorite
channels, and finding out that they have not yet been updated. Maintaining schedules therefore is
extremely important to developing the social media presence of your brand.

46
Another extremely important factor for the growth of the brand would be to create its own
website, therefore telling brands to actively sponsor our videos and collaborate in order to help
the audience discover their product, service or presence on social media. It’ll also help people
subscribe to emails/newsletter, purchase merchandise and overall interactive sessions and
suggestions. It is one of the most crucial ways for keeping the audience engaged. Also in order to
maximize revenue websites are needed to post blogs and articles related to the brand hence
enhancing the social presence.

Development Strategies:
Content needs to be extremely organized, so that it can be assessed critically and statistically.
This in turn will determine the performance of the ‘Type’ or the ‘Topic’ of the content. Content
needs to be in constant touch with what is happening in the industry, and how it is affecting the
lives of the viewer’s therefore closing the gaps they have, or raising new questions. Certain KPIs
will be defined in order to measure the effectiveness of the content.

One of the most effective Brand Development Strategies across all social media platforms is to
license the created content from bigger channels whilst receiving proper credits of the content, so
that people can know more about the brand.

Development Plan for Tapoos

Video Topic Ideas:


 How Lemon Soda can remove stains from your clothes
 How to make homemade Bleach
 Best tricks for chopping onions
 How to make a flower from a tomato
 Why does my pasta taste bad?
 How to make homemade toothpaste

47
Tapoos Quarterly Objectives:
4 Months Plan: Content Side
 Start out with good quality content on bi-weekly or tri-weekly basis.
 Increase the efficiency and the quality of the content with time.
 Speed up the content creation process to at least 5 to 7 videos weekly.
 Grow Social Media presence, hit a minimum of 500K subscribers on YouTube, 800K
plus on Facebook and 150 to 200K on Instagram.
 Brand Development Strategy already mentioned above.

4 Months Plan: Marketing & Media


 Devise a strategic team for this division before the end of May.
 Sign celebrities, and influencers within Pakistan. A minimum of 5 celebrities, and 5
influencers within a 4 months’ time.
 Bring in business for marketing, and branding campaigns of different companies.
 Effectively manage the social media accounts of all influencers, and celebrities while
showing the clients real time social media growth, as well as the branding deals acquired.
 Define KPIs for the employees, as well as the clients.

4 Months Plan: Talent Management


 Sign a minimum of 5 Influencers.
 Assign a monthly budget limit for their content, to be deducted from the profits of their
channels.
 Grow their Social Media Presence using different tactics of Marketing:
 Artificial Distribution
 Licensing to Channels for Free/Rev Share
 Channel boosting costs are to be included in the expenses, and to be deducted.
 Start getting branding deals for already established influencers.

48
Revenue Streams:
 Revenue will be generated through promoting and giving good and positive feedbacks of
different products, and brands.
 A focus would be made on website as well that will display different ads, along with a
YouTube and Facebook Monetization as supporting revenue streams.
 Revenue will also be made on the website Redit as a supporting revenue stream as well.

Target Segments:
1. Food
2. Restaurants and Cafes
3. Parties and Fashion
4. Adventure Clubs and Tourist Attractions
5. Trip Advices
6. Cars

Proposed System:
Brands and products need to be identified in advance so that they can be contacted professionally
using the company platforms. Strategy will then be developed on the type of content to create for
them, and their specific customers as well as potential customers. A fee will be charged to these
brands in the long run once the brand and online presence has been made significantly big.
Before that, content and shoutouts can be created free of cost for these companies as a way to
market them.

What’s Important?
The most important thing in this would be define and come up with the right strategies for these
brands and give content that is suitable as well as appealing to potential and existing customers.
A proper strategy will be produced in advance and taken to the brands the content will be
produced on so that we can ensure their satisfaction and secure the deals. At the same time, the
content needs to be of extremely high quality with extremely low failure rate and high
engagement.

49
Ideas for Content Creation:
1. Sports: Different updates on all sports watched in the world. Content will not need to be
created, rather licensed for the purpose of news. Also, can be used to focus on the
biographies of players, and their success stories.

Example: Sport Bible: https://web.facebook.com/SPORTbible/

2. Life Hacks and DIY’s: Content will have to be developed properly, with good and
creative ideas, and a page dedicated to only home economics and creative DIYs.

Example: Brightside, and 5 Minutes Crafts. https://web.facebook.com/brightside/?ref=br_rs

3. Science: A page dedicated to illustrations about different phenomenon in the universe,


mostly focused on Physics and up and coming news.

Example: What If https://web.facebook.com/What.If.science

4. Tech: Videos licensed, and developed for the purpose of spreading awareness about up
and coming technology.

Example: Business Insider https://web.facebook.com/businessinsider/

5. Kids & Babies: A page dedicated specifically to the videos of kids and babies, focusing
on different fail compilations and comedy element of Adults vs. Kids.

Example: Kyoot https://web.facebook.com/Kyoot/

6. Life Stories and Biographies: A page using illustrations and moving images to describe
the struggles and hardships of the lives of different celebrities and famous people.
Example: Goal Cast https://web.facebook.com/goalcast/

For the purpose of DIY’s, and Life Hacks, the following are the list of
requirements:
 Office (Production House)
 Performers x2 (1 for back-up; part-time)
 Wooden Table
 Lights
 LCD screen
 Camera Man/ Videographer

50
 Supporting Staff
 Computers x2 (Editing)
 Content Writer/Producer (Possible to Freelance)
 Props (Specific to each type of video)

Reference Video:
https://www.facebook.com/StoriesThatMatter.Tapoos/videos/247947562549104/

For Illustrations:

 Good editor
 Designer & Illustrator
 Storyboard writer

Reference Video:
https://www.facebook.com/StoriesThatMatter.Tapoos/videos/248678522513648/

Talent Signings:
The Company will scout the best talent, and develop their social presence and complete their
transformations into brands while retaining all rights to their content.

Ideas for Talent Signings:

1. Joshua Hennes
Marketing & Ads Management:

The company will focus on landing huge clients with high marketing budgets while providing
quality services and right Influencer and Celebrity Marketing. The company will aim to attain
the social success of its clients.

Facebook Monetization:

The company will focus primarily on the development of its said brands on Facebook.

51
As seen, Facebook monetization will provide the Operating Costs for the company that can be
reinvested for both OpEx and CapEx.

In order to increase the shown 1-minute video views, the content will have to be artificially
distributed to good pages e.g. Jalal’s, Julius Dien etc. The idea behind distribution would be
Share-for-Share, which is done on equal traffic between parties. The most efficient way to carry
this out would be to buy slots on available pages like Akon, Ludacris, Bow Wow, Charlie Sheen
etc. and trade them for shares on influencer pages.

Other expenses that would need to be spent on Facebook pages would be the costs of boosting
the content, and the page in order to increase engaging audience which would be decided on
mutual consent and as per requirements at the time. The idea is to elevate the page to such a level
that the artificial distribution model is no longer required, as many big brands in the market like
Bright-Side etc. are doing now.

The most crucial of the assets that the company will need to acquire would be ‘Show Pages’ and
‘Launch Pads’, which would be possible by visiting the Facebook office once the company has
started producing its own content. These will ultimately become the company’s biggest
Facebook assets, as they’re much more efficient in earnings, and can provide almost twice the
earnings to a normal page.

Presence on other Social Media:

Alongside Facebook, the company will develop its Social Presence on YouTube as well as
Instagram. YouTube model will also help in ultimately generating revenue once it’s deemed
eligible for it.

52
Financial Overview:
Financials are the most essential part of any business that from where the business will get
financial support, either the amount to start up a business would be contributed by the
individual(sole proprietorship), or the investment would be contributed by the partners(the
business would be a based on partnership).There are other several options available to get the
investment to startup a business are that amount to be invested can be borrowed from banks on
loans, another source to generate investment is to pitch ideas to the angel investors and agree
upon the suitable profit sharing ratio and crowd funding is another option to generate amount via
internet. But here according to our plan, we would be starting our business Tapoos as a
partnership business and investment would be generated by the partners and would be based on
100% equity contributed by the partners, but in future we can shift from equity to debt financing
if more investment is required.

Financial Plan:
The following section will outline the important financial information.

Important Assumptions

Weighted Average Cost of Capital Calculation


The formula used for the calculation of WACC incorporated the use of rate of debt, rate of
equity, inflation and the tax rate.

Formula of WACC: (Wd*(1-T)*Rd) + (We*Re)

Source of Data: State Bank of Pakistan and Trading Economies

Rate of Debt: The rate of debt was considered to be 18% which is taken from the standard
charterer’s website, the reason of choosing this rate of debt is that as if we were to use debt
financing this bank would be our choice as they are offering lower rates even compared to the
micro-finance banks.

Rate of Equity: Rate of equity is considered to be 100% because we are generating our
investment as by the partners, they are 100% contributors of the equity required to startup the

53
business no debt financing is involved, whereas for the calculation of WACC, we have assumed
Rd=20%

Inflation rate: The inflation rate of 7.5% is the latest rate mentioned on the website of State
Bank Of Pakistan.

Tax: The Tax rate of 31% which is being considered into our calculations of the taxable amount
and WACC for the discounting of cashflows is the ongoing corporate tax rate in the country.

Revenue/Sales: On an average you can make $40,000 a month if Facebook Monetization on a


page of 1.5 Million to 2 Million Followers is activated by uploading 10-15 videos monthly and
via licensing other’s content as well. The yearly revenue generated in the first year by uploading
videos around 180 videos would be $480,000.The revenue is being expected to grow by 20% in
the upcoming years and the rate is being assumed.

Salaries: Salaries of all the employees would constitute up to $5400 annually as the list of team
required has been mentioned in the analysis of Team/Facility required and each employee would
be offered salaries according to his/her expertise and level of contribution. The amount of $5400
is being assumed and is considered to be used by us as it was mentioned in an interview of the
CEO of team Jalal’s. The salaries are expected to grow with respect to the sales.

Office equipment’s/ Marketing and other expenses: The amount of $ 20000 has been assigned
to the purchase of office equipment which includes the high definition cameras which have to be
imported from USA, office laptops, other equipment including polarizing filters, flashes, power
banks, studio setup equipment, tripod stands, flash transmitters, batteries, video editing
software’s to be purchased, lens for cameras and other essential required equipment for the office
use and items which are used in content making. These are also expected to grow on the basics
of sales, and depreciation is also being charged accordingly.

Boosting Cost: With boosting cost of $150,000, it can easily be projected that the page will have
a minimum of 10 Million followers but the boosting cost has been divided into 4 phases as
follows:

Phase 1: IT requires a spending of around 40000$, which is the development stage in order to
generate non premium like on Facebook.

54
Phase 2: At this stage, another boosting for generating likes/followers on Facebook with amount
to be spent twice of $20000, as long as the number of minutes are completed as per criteria of
enabling of video monetization.

Phase 3: Another amount of $40000 would be required to spend upon in getting the premium
followers on the platform which is basically the originally engaged audience of the countries like
USA, Canada, Australia and cpm rates are much higher of the premium audiences of such
countries.

Phase 4: At this stage, another $40000 would be spent to increase the organic reach of the page
Tapoos, and this will help the page to achieve an audience of 10million active followers on the
page.

The boosting cost is also assumed to grow according to the sales percentage in the upcoming
forecasted years.

Utility Bills/Miscellaneous: The amounts of utility bills and Misc. have been assumed and are
expected to grow with the inflation rate which is around 7.5% mentioned on State Bank of
Pakistan’s website.

Depreciation: The depreciation has been calculated on the straight line method and the
calculated amount of depreciation used in the accounts is $ 4000, and it has been kept same for
the next 5 years forecasted.

Fan Page growth rate: The given fan page growth rate in Facebook’s recent articles was 0.64%
per week, annually 33.28%, and when this rate is multiplied by the number of followers, we can
have approximately 13328000 followers.

Inventories: Inventories in our kind if business would be the amount of videos in hand, an
average worth of a 3 to 5 minutes length video is estimated between $1300 to $1400.

So inventories assumed here are, $199500($1350*150) where 150 are the number of videos to be
uploaded yearly.

The total investment required for Tapoos is $350,000. The main cost includes boosting the brand
on Facebook and other social media platforms. After careful selection of design of the website

55
and logo the main step is to boost the page to the right audience. The main goal is to develop
content that is user friendly and engages the audience in a way that each and every video goes
viral and produces more revenue per video.

The purpose behind boosting for non-premium views is generate enough likes in order for the
page to start giving the videos a boost. When the content production is started the videos would
need a minimum of 100,000 followers on the page to give every video a boost. Once every video
starts getting an organic reach of over 100k views more boosting would be needed in order to
generate the views further and enable the page for monetization. Since the company will be a
LLC, no shares of the company will be traded publicly for the next 5 years at least. As evident
from the analysis done, the company can recover the investments within a 1.34 years period
time. And later it can also start generating revenue on monthly basis. Such a company, with the
resources mentioned, and based on every technical factor out there can earn an average of
$40,000 per month. The goal is to incubate the business idea so that we can move forward with
the business process. The estimated cost of the equipment plus an office is estimated to be
$20,000. Along with the budget set for the employees, and the rest of the expenses can be met
within a year. The idea is also to recover the initial investment, and according to our estimates
with the budget set aside, the investment of $350,000 can be recovered within the time period of
1.34 years approximately. The company as mentioned has many future development plans, and
can be seen developing multiple brands in the near future. The revenue for those brands has not
yet been estimated as no analysis has been done on them. Another important thing to notice here
is that since company does not have any financing activities/loans, and will not be required
according to the estimates then this means that a huge part of financial analysis cannot be done.
If the company stands to offer an IPO after the initial investment have been recovered.
Therefore, we conclude that it will be a business model that is feasible with very minimal to do,
and is extremely profitable.

56
Financial Analysis

Profit and loss

Profit and Loss


Year 1 Year 2 Year 3 Year 4 Year 5
$ $ $ $
Sales/Revenue $ 846,028.80
480,000.00 489,600.00 587,520.00 705,024.00
Direct Cost of Sales

Total Cost of Sales $ - $ - $ - $ - $ -

Gross Margin $ 480,000.00 $ 489,600.00 $ 587,520.00 $ 705,024.00 $ 846,028.80

Gross Margin % 100% 100% 100%


100% 100%
Expenses
$
Salaries $ 5,508.00 $ 6,609.60 $ 7,931.52 $ 9,517.82
5,400.00
Sales and Marketing $
$ 20,400.00 $ 24,480.00 $ 29,376.00 $ 35,251.20
and Other Expenses 20,000.00
$ $ $ $
Depreciation $ 4,000.00
4,000.00 4,000.00 4,000.00 4,000.00
$ $ $ $
Boosting cost $ 160,000.00
160,000.00 160,000.00 160,000.00 160,000.00
$
Utility bills $ 3,762.50 $ 4,044.69 $ 4,348.04 $ 4,674.14
3,500.00
$ $
Insurance $ - $ - $ -
- -
$
Miscellaneous $ 2,448.00 $ 2,937.60 $ 3,525.12 $ 4,230.14
2,400.00
Total Operating
$ 195,300.00 $ 196,118.50 $ 202,071.89 $ 209,180.68 $ 217,673.31
Expenses
Profit Before Interest
$ 284,700.00 $ 293,481.50 $ 385,448.11 $ 495,843.32 $ 628,355.49
and Taxes

EBITDA $ 284,700.00 $ 293,481.50 $ 385,448.11 $ 495,843.32 $ 628,355.49


$ $
Interest Expense $ - $ - $ -
- -
Taxes Incurred $ 88,257.00 $ 90,979.27 $ 119,488.91 $ 153,711.43 $ 194,790.20

Net Profit $ 196,443.00 $ 202,502.24 $ 265,959.20 $ 342,131.89 $ 433,565.29

Net Profit/Sales 41% 41% 45% 49% 51%

57
Capital Budgeting

Capital Budgeting
Year 1 Year 2 Year 3 Year 4 Year5
Initial Investment $ 350,000.00
Gross Margin $ 480,000.00 $ 489,600.00 $ 587,520.00 $ 705,024.00 $ 846,028.80
Depreciation $ 4,000.00 $ 4,000.00 $ 4,000.00 $ 4,000.00 $ 4,000.00
Operating Cost $ 31,300.00 $ 192,118.50 $ 198,071.89 $ 205,180.68 $ 213,673.31
EBIT (or
$ 444,700.00 $ 293,481.50 $ 385,448.11 $ 495,843.32 $ 628,355.49
Operating Income)
Taxes $ 137,857.00 $ 90,979.27 $ 119,488.91 $ 153,711.43 $ 194,790.20
After-tax
$ 306,843.00 $ 202,502.24 $ 265,959.20 $ 342,131.89 $ 433,565.29
Operating Income
Add back
$ 310,843.00 $ 206,502.24 $ 269,959.20 $ 346,131.89 $ 437,565.29
depreciation
%
WACC 16% 16% 16% 16% 16%
-
0 1 1 2 2 2
Present Value of
$(350,000.00) $ 310,843.00 $ 152,805.45 $ 171,838.01 $ 189,526.42 $ 206,100.03
Cash Flows
NPV $(350,000.00) $ (39,157.00) $ 113,648.45 $ 285,486.46 $ 475,012.88 $ 681,112.91
Payback Year 1.34

WACC Calculation

WACC Calculation

Year 1 Year 2 Year 3 Year 4 Year 5


Rate of debt 18% 18% 18% 18% 18%

Inflation 7.50% 7.50% 7.50% 7.50% 7.50%

Rate of equity (opportunity cost) 20% 20% 20% 20% 20%

Tax 31% 31% 31% 31% 31%

WACC 16.21% 16.21% 16.21% 16.21% 16.21%

58
Balance Sheet

Balance Sheet
Assets Year 1 Year 2 Year 3 Year 4 Year 5
Non-Current Assets
Property, Plant & 20,000 16000 12000 8000 4000
Equipment
Intangibles 250000 360,000 400,000 430,000 460,000

Current Assets
Inventories 199601 252313 214893 201839 212059
Cash 504,919 154,919 223,250 369,206 598,742

Total Assets 974,520 783,232 850,143 1,009,045 1,274,801

Equity & Liability


Capital 350000 249,438.8 317,770 463,726 693,262
Retained Earnings 154,919 68,331 145,956 229,536 330,339

Total Equity 504,919 317,770 463,726 693,262 1,023,601

Non-Current Liabilities
Due to related parties 350,000 300,000 200,000 100,000 0

Current Liabilities
Tax Payable 69601.2 65462.052 86416.9 115783 151200.1

Investment Retired 50,000 100000 100000 100000 100000

Total Liabilities 469,601 465,462 386,417 315,783 251,200

Liability & Equity 974,520 783,232 850,142 1,009,045 1,274,801

59
Cash Flow Statement

Cash Flow Statement


Year 1 Year 2 Year 3 Year 4 Year5
Initial $
Investment 350,000.00
$ $ $ $ $
Gross Margin
480,000.00 489,600.00 587,520.00 705,024.00 846,028.80
$ $ $ $ $
Depreciation
4,000.00 4,000.00 4,000.00 4,000.00 4,000.00
$ $ $ $ $
Operating Cost
31,300.00 192,118.50 198,071.89 205,180.68 213,673.31
EBIT (or
$ $ $ $ $
Operating
444,700.00 293,481.50 385,448.11 495,843.32 628,355.49
Income)
$ $ $ $ $
Taxes
137,857.00 90,979.27 119,488.91 153,711.43 194,790.20
After-tax
$ $ $ $ $
Operating
306,843.00 202,502.24 265,959.20 342,131.89 433,565.29
Income
Add back $ $ $ $ $
depreciation 310,843.00 206,502.24 269,959.20 346,131.89 437,565.29

 This cash flow statement is the estimate of the total cash inflow and outflow to the
company.

Capital Budgeting Summary

Capital Budgeting Summary


Total Revenue 5 Years $ 3,108,172.80

Total Cost 5 Years $ 1,020,344.38

NPV 681112.91

Payback 1.34

IRR 43.34%

60
Output/Deliverables:
Deliverables for this would constitute of a production house for DIYs, which would be able to
facilitate production of good content. Another output of such an array of processes is the licensed
content, and the ad breaks service itself is also a deliverable. All of these factors combined
constitute the deliverables part of the business, and the output of which should be engaging
content as the whole system is based on the interest of people and their willingness to watch
most part of the content before they lose interest.

There are many examples of such Deliverables in the market right now that can be followed and
many companies and giants of this industry that are producing such content. Their examples can
be discussed to get a better understanding of what deliverables are in the present market and how
they vary.

Bright Side:

Bright Side is one of the oldest content creators on the internet right now, and they have
produced exceptionally amazing content from illustrations to life hacks to tips and tricks
regarding mental and physical health. They have also produced content regarding awareness and
current affairs towards elections etc. The Bright Side company was originally working on
YouTube and working on their models and monetization standards. YouTube has survived and
edged in the very same department over any other website on the web. However, ever since
Facebook has launched its focus Bright Side is one of the many companies to move their focus to
Facebook as the rates and the platform provided by Facebook is of a better quality and higher
ease of access and use. Bright Side has now regularly started posting content on Facebook
multiple times a day in order to increase their overall traffic on all their social media channels
and have been successful.

9GAG:
9Gag is an exceptionally large firm operating from US. They have focused on advertisements of
different brands, their own content and their own. They were adopting models on Instagram and
YouTube and were limited to posting pictures only on Facebook. Furthermore, they moved to
Facebook after their eligibility of Monetization standards and have been on Facebook doing
good business and generating good revenues.

61
Fortafy:
Fortafy (Sam) is one of the most celebrated pages on Facebook, with the trend moving towards
Facebook monetization, Fortafy has made a fortune from his one Facebook page which has now
grown to have an audience of over 14 Million. He was widely known for promoting the game
‘Color Switch’ and was the highest paid marketer of the game in the world. Due to his page and
efforts, it was the most played game in the world and the most trending and the top game in the
Play Store. This makes clear the power of Facebook monetization and the power that Facebook
holds in terms of influencing the population.

Jalals:
With a Facebook page of 19 Million, Jalals has one of the most active premium page on
Facebook currently. They were famously known for their roles on YouTube as Middle Eastern
Terrorist pranksters, and have gained billions of views and are loved by fans worldwide. Their
YouTube channel is extremely active and has billions of views as well. With the advent of
Facebook monetization, Jalals shifted to Facebook and are monetizing their content on Facebook
much more frequently than YouTube as it is evident from the number of posts on Facebook vs.
YouTube.

5-Minutes Crafts:

One of the most engaging content creators in the world right now, 5-Minutes Craft have made
their name in home economics and providing valuable information about the uses of daily items
in every household and have gained massive popularity among females specially and are best
known for their works on YouTube. When Facebook launched Ad Breaks this year, 5 Minutes
Crafts were hesitant to move on to Facebook, but with their competitors like Bright Side etc.
moving to Facebook, they had to quickly move and capture the market as well. After their move
to Facebook 2 months ago, they have successfully captured the market and running pages with
millions of audience worldwide that love their content and appreciate them for their efforts.

Goalcast:

Where people are making actual world real time videos, giving tips and information about daily
life, Goalcast has focused on providing its viewers with stories of influencers from all over the
world. They have created an array of display of illustrations depicting the life of many of our

62
beloved celebrities and big names in the world that have left a mark and are admired by many
like Marilyn Monroe, Mohammed Ali, and Mike Tyson etc. Their stories are uplifting and are
highly engaging.

Insider:
Insider has been monetizing their content on YouTube and their own website using Ad Sense,
and now they have successfully shifted to Facebook and run many pages for their different
interest categories of audience and are educating people and providing relatable and good
information to a worldwide audience while generating revenue and falling within monetization
eligibility standards of Facebook.

FACEBOOKWATCH:
Facebook has launched a number of watch pages that it has given to certain big content creators.
A watch page is different from a regular page in design as the Watch page has Episodes and
Seasons of videos instead of normal videos like on a regular page. Another tweak in the
algorithm for this is that it has become a money making machine now because Facebook has
allowed a 5 times bigger reach on a Watch page than on a regular page, and hence statistically
the earnings are 5 times as well. Facebook is handing out Watch Pages to people who stick to
creating their own content, and is allowing them to boost their audience and engagement through
this and will keep giving better reach.

Recommendations/Suggestions whether to start a business like Tapoos


or Not?
The recommendation to this is short and simple, that there are many ma models that can be
followed on Facebook, however you should only know how to play the game. Many companies
are running their own shows, TV channels, News Anchors, and Influencers are monetizing their
own content to spread it to different kind of audience worldwide while taking advantage of the
digital marketing services adapted by the Facebook Inc. The same model can be adapted in
Pakistan, and it’ll be more cost effective in many ways as per our assumptions and by carrying
our Non-Financial and financial analysis

63
As many influencers/content creators and proper companies are running successful E-
Commerce, and online businesses with AdSense, and Monetization on YouTube, while
Facebook is giving every single thing in one single package, so why not capitalize on that.

This feasibility study is aimed to put light on the requirements needed for starting a ‘Facebook’
creator set-up. The report will help to bring in new ways to earn money online, and provide a
platform to a large number of people to come up with great content and get paid for it, just like in
developed countries. The feasibility report will help confirm that the project is indeed profitable.
For the said purpose, average earnings per video will be determined and analyzed and will be
widened to monthly basis. There are over 3 billion active users on social media. How a brand
capitalizes on these is what makes a brand stand out. Tapoos is not only going to be brand that
creates content but one that builds an engaging community of active users across the globe. The
goal is not only to create content that users enjoy but content that provides value to each and
every one of the user. The users considered as potential customers are needed to well understood
and hence each and every insight of how the audience watches the content, when the audience
watches the content and what the audience finds more engaging is going to be studied along the
entire process of creating the brand through the use of social media analytics tool. The rights
manager provided by Facebook will ensure that all rights of content created by tapoos are
reserved and only tapoos has the right to license content to any other brand in pursuit of gaining
more viewership and engagement. The more the audience engages with a certain brand the more
the better it is for the brand, hence tapoos with the power of viral content will only be targeting
the audience with the right interests for the sort of content created. We now live in the 21 st
century where marketing trends are changing. People want real life proof that brands stand by
their words and values. In order for brands to do that they need to build their brand awareness
towards the right audience. Many businesses still use the traditional marketing techniques like
television commercials, radio ads, banner ads in order to gain brand awareness and to target their
audience however what they fail to understand is with the excessive uplift in the technology and
more and more people moving towards digitalization there’s a huge market gap that needs to be
filled. Many brands fail to realize the importance of digitalization and how it can positively
impact their sales and hence increase their profits by large sums. The brands such as Nike and
Adidas have recognized the change in trend and hence embraced social media as a means to
market their products digitally by capitalizing on the large audience networks that publishers on

64
the social media are equipped with. With the right endorsements and tools it is quite self-evident
that the companies have seen a large increase in their revenues of the years. One more thing that
empowers the social media and makes it an attractive source for brands to reach their potential
customers is the ability to reach the right audience through targeted ads. Understanding of
targeted ads on social media is very important for every brand looking to embrace digitalization.
People all across the globe spend hours on the social media watching their favorite channels,
comedians, tech reviews and what not. These influencers and brands have developed a strong
following on their channels with loyal audience. These brands know what person is watching
their content, from which country, what time. Every specific demographic location is known by
the brands. The more loyal the audience is the more likely it is for the audience to visit the brand
over and over again and develop a strong sense of loyalty towards the specific brand. Now once
a content creating brand like tapoos has a strong audience network with loyal audience it can
monetize it’s content helping brands increase their brand awareness and reaching the right
customers for their products. With the right curation and production brands can portray their
product to the respective customer in a way that they are attracted towards it and it can be done
all by capitalizing on the power of social media and targeted ads. We’re in the golden bubble
where reaching the right audience has never been easier and at a relatively lesser price as
compared to the traditional marketing techniques. One more way for brands to reach their right
audience is by getting shout outs from influencers and celebrities of their niche. An influencer is
a person who over the years has developed a strong following on social media by interacting
with the audience. The audience holds a high value for the opinions of these influencers. A
positive shout out from an influencer or a celebrity means good brand awareness. Also an
influencer can add the brands product to their content and market it by adding the link in the
description which would direct the audience to the online store that a certain brand has resulting
in more customers and hence drastic increase in sales. Staying ahead of the changing trends is
the key to being a successful brand. With the current introduction of creator studio on Instagram
the revenues earned for companies on the social media have been doubled. A content creating
brand can now post video content and monetize it. How this can be done is by defining the right
target audience, what type of content they like and then creating the specific content. Once a
large following is created an organic reach per post can be achieved with the help of engaged
network. In order to build a community of engaged followers’ different methods can be obtained.

65
Either a post can be boosted by selecting the right audience or age limits or the posts can be
sponsored. Each sponsored post has a specific cost associated with it and depending on how
much each brand charges for it, it can be displayed in front of various potential customers.
Creator studio for Instagram is relatively new on Instagram but it a tool which has the potential
to overcome many problems faced by the brands. It helps in keeping track of each and every
insight and amount earned per click. The revenue generated is based on the number of clicks per
post and where each post is being displayed. A post clicked in the United States generates more
revenue as compared to the post clicked in parts of Asia. Hence content should be created
keeping in mind these key indicators in order to obtain more return on investment. Most of the
big publishers already have access to the Instagram creator studio and it has proved to be very
successful for them. Celebrity marketing is another way tapoos will fulfill the marketing gap
between brands and consumers. On social media and on each and every one of the platforms
associated with media celebrities have a huge fan following and depending on the size of the
audience they have, their demographics vary from celebrity to celebrity. Brands can capitalize on
these consumers through collaborating with the celebrities and targeting the right audience. With
the massive audience network that these celebrities have they can make any content go viral on
social media and hence engaging more potential consumers for the brand resulting in increased
revenue for the brands. Very few companies are aware of influencer marketing and celebrity
marketing and tapoos is going to fulfill this gap by signing contracts with influential celebrities
and collaborating with them in order to increase the desired audience network which will not
only increase the consumers but also help in the content distribution strategy allowing tapoos to
develop a well-known presence on the social media. This will not only help tapoos build a large
audience network but also increase the revenues and in turn be profitable for the company.

As per our analysis, we can conclude that the calculated Net present Value, The value of IRR
and the Pay-Back Period clearly suggests that carrying such a project will be highly profitable
because we have a positive value of calculated NPV which is positive 681112.91(the present
value of cash inflows is greater than the present value of cash outflows) this positive value of
NPV is the indication that the project is acceptable, whereas the IRR which is positive
43.34%(when the IRR is positive) this positive % value of IRR is the indication that the
investment made to the project is expected to give returns and the payback period for the initial
investment to be recovered is 1.34 years which indicates that this project is having a smaller

66
payback period which is beneficial to carry out such a project because investment made to it
would be recovered in a smaller span of time which is another benefit of carrying out Tapoos,
which is a social media platform for earning purpose.

67
References:
https://www.forbes.com/sites/forbescommunicationscouncil/2018/05/11/how-social-media-can-move-
your-business-forward/#73f029074cf2

https://blog.hootsuite.com/social-media-for-business/

https://locowise.com/blog/17-facebook-video-facts-and-insights-you-need-to-know

https://www.mangobaaz.com/

https://adespresso.com/blog/facebook-ads-cost/

https://www.google.com.pk/amp/s/www.agorapulse.com/blog/swot-social-media/amp

https://www.link-assistant.com/blog/swot-analysis-of-a-typical-start-up-social-media-strategy/

https://pestleanalysis.com/swot-analysis-on-social-media/

https://anikocommunication.wordpress.com/swot-analysis-for-twitter/

https://www.google.com.pk/amp/s/www.techzim.co.zw/2014/05/keep-social-media-marketing-
campaigns-track-via-swot-analysis/amp/

http://panmore.com/facebook-inc-swot-analysis-recommendations

https://www.howandwhat.net/swot-analysis-facebook-facebook-swot-analysis/

http://www.marketingteacher.com/6737-2/

https://www.statista.com/statistics/383760/inflation-rate-in-pakistan/

https://tradingeconomics.com/pakistan/corporate-tax-rate
https://blog.fanpagekarma.com/2013/03/20/infographic-average-growths-facebook-fan-pages/

68
Appendixes:
Name: Muzamil Rafiq
University: National University of Computer & Emerging Sciences, Islamabad.
Degree: Bachelors of Science, BS Accounting & Finance.
Notable Semester Project:
 Fraud Risk Assessment of Berger Paints.
 Capital budgeting of Pakistan Tobacco Company.
 Forensic Audit Check-up of OGDCL.

Achievements and Awards:


 Certificate on USAID financial markets conference.
 Winner of marketing event OUTLOUD, 2016.
 Participation certificate of Nascon for Accounting Guru.

Name: Mobeen Ayaz


University: National University of Computer & Emerging Sciences, Islamabad.
Degree: Bachelors of Science, BS Accounting & Finance.
Notable Semester Project:
 Research paper on: The impact of lack of entrepreneurial education amongst university
students.
 Research analysis on Education, and related factors on the Incomes of households.
 Industrial Analysis of Fan Industry of Pakistan.

Achievements and Awards:


 Internship with auditing firm, Ferguson.
 Winner of marketing event mavericks, 2015.
 Participation certificate of Nascon for presenting a business plan.

69