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Business Plan of a Multi-Sided Platform Focused on Premium Demand in the Music Industry

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Business Plan of a Multi-Sided Platform Focused on Premium Demand in the Music Industry PROYECTO FINAL DE CARRERA Ingeniería de Telecomunicaciones Business Plan of a Multi-sided Platform Focused on Premium Demand in the Music Industry Autor: José Antonio Torrabadella Ferrer Directora: Carolina Consolación ETSETB - UPC Noviembre 2014 2 Contents Acknowledgments .................................................................................................................. 5 Motivación ................................................................................................................................ 7 Motivation ................................................................................................................................. 9 Resumen Ejecutivo .............................................................................................................. 11 1. Executive Summary ........................................................................................................ 14 2. The company .................................................................................................................... 16 2.1. Business description ............................................................................................................16 2.2. Mission and vision .................................................................................................................16 2.3 Entrepreneurial team ...........................................................................................................16 3. Opportunity and Business Model .............................................................................. 17 3.1 Problem definition – Business Idea ....................................................................... 17 3.2 Business Model ........................................................................................................................17 3.3 Analysis of the business opportunity ..............................................................................18 3.3.1 Fans ..................................................................................................................................................... 18 3.3.1.1 Validating the value proposition ...................................................................................................... 18 3.3.1.1.1 Uncovered or not well-covered needs ................................................................................. 18 3.3.1.1.2 Benchmarking analysis of existing solutions .................................................................... 23 3.3.1.1.3 Value proposition to fans ........................................................................................................... 25 3.3.1.2 Customer definition – Customer segments ................................................................................. 27 3.3.1.3 Size of the market .................................................................................................................................... 28 3.3.2 Music Industry ................................................................................................................................ 29 3.3.2.1 Validating the value proposition ...................................................................................................... 29 3.3.2.1.1 Uncovered or not well-covered needs ................................................................................. 29 3.3.2.1.2 Benchmarking analysis of existing solutions .................................................................... 40 3.3.2.1.3 Value proposition to the Music Industry ............................................................................. 45 3.3.1.2 Customer definition – Customer segments ................................................................................. 50 3.3.1.3 Size of the market .................................................................................................................................... 51 3.4 Geographical Market Analysis ...........................................................................................57 4. Marketing Plan................................................................................................................. 62 4.1 The app .......................................................................................................................................63 4.1.1 Product development .................................................................................................................. 63 4.1.2 Channel strategy ............................................................................................................................ 72 4.1.3 Acquisition costs: communication strategy ....................................................................... 73 4.1.4 Pricing Strategy .............................................................................................................................. 77 4.2 The advertising interface ....................................................................................................77 4.2.1 Product development .................................................................................................................. 77 4.2.2 Channel strategy ............................................................................................................................ 81 4.2.3 Communication Strategy ............................................................................................................ 81 4.2.4 Pricing strategy .............................................................................................................................. 83 4.3 Downloads and sales forecast ............................................................................................84 5. Operations Plan ............................................................................................................... 88 5.1 Processes’ identification and classification ..................................................................88 5.2 The infrastructure behind the processes ......................................................................95 5.3 Structural/Permanent Subcontracting ..........................................................................97 5.4 Location .....................................................................................................................................98 5.5 Material utilization: permanent resources ...................................................................98 5.6 Launch Plan-Lean Start-up Plan ........................................................................................99 3 6. Organization and Human Resources..................................................................... 100 6.1 Organizational structure .................................................................................................. 100 6.2 Job descriptions ................................................................................................................... 101 6.3 Human Resources policies ............................................................................................... 103 6.4 Governance structure ........................................................................................................ 103 7. Financial Plan ................................................................................................................ 104 7.1 Financial hypotheses / assumptions ............................................................................ 104 7.2 Pro forma income statements ......................................................................................... 105 7.3 Pro forma cash flow ............................................................................................................ 106 7.4 Pro forma balance sheet ................................................................................................... 110 7.5 Projected financing: needs and sources ...................................................................... 111 7.6 Analysis and financial feasibility ................................................................................... 115 8. Legal Aspects ................................................................................................................. 117 9. Critical Risks and contingency plans .................................................................... 117 10. Company growth and business development strategy ................................ 117 11. Conclusions of the Business Plan ......................................................................... 118 12. Conclusions of the Project ...................................................................................... 119 Conclusiones del Plan de Negocio ............................................................................... 120 Conclusiones del Proyecto Final de Carrera ........................................................... 121 13. Annex ............................................................................................................................. 122 Annex 1: Opportunity and Business Model ....................................................................... 122 Annex 1.1: Potential users calculation.......................................................................................... 122 Annex 1.2: Net Revenues and Marketing Expenditure from Record Labels ................. 124 Annex 1.3: Net Revenues and Marketing Expenditure from Promoters ........................ 125 Annex
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