2018 GC
Copy Right Reserved by Amaniload TV
BUSINESS PLAN
Amaniload TV Gondar, Amhara, Ethiopia.
22 August 2018
Executive Summary
The Business The invention of the television was the work of many individuals in the late 19th century and early 20th century. Individuals and corporations competed in various parts of the world to deliver a device that superseded previous technology. Many were compelled to capitalize on the invention and make profit, while some wanted to change the world through visual and audio communication technology.
Television in Ethiopia was introduced in 1946 with the government owned ETV. Color television was introduced in 1964 in order to commemorate the founding of Workers' Party of Ethiopia (WPE).[1] Ethiopia got its first private channel in 1968 with EBS TV, a US based satellite TV channel mostly focused on infotainment.
Until very recently there was only 58 private channel with most of the channels being state owned. However, emphasis on liberalization of the TV market eventually led to a wave of
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Copy Right Reserved by Amaniload TV privately owned channels coming about recent years. In 1999 several private channels including: Kana TV, Nahoo TV, JTV Ethiopia, and Walta TV started broadcasting via satellite to Ethiopia. In 2001 more private channels such as the news centered ENN TV and others like LTV Ethiopia, Fana TV, EOTC TV all joined the market. Others like Dimtse Woyane and Arki television are in works and will be launched in the upcoming years.
The Ownership The business is structured as a sole proprietorship..
The Management Organisational structure determines the assignment and coordination of roles, power and responsibilities within a business. It also defines how information flows between the different levels of management.
The Goals and Objectives The purpose of public media is to provide programs and services that inform, educate, enlighten, and enrich the public and help inform civil discourse essential to Ethiopian society. It is Amaniload's particular responsibility to encourage the development of content that involves creative risk and that addresses the needs of unserved and underserved audiences, especially children and minorities.
The Product Amaniload TV services offering news, music, fashion, comedy, sport and other dedicated programming will be rolled out across the country.
The Target Market There are a huge number of possible target audiences that we can measure, however the number that we use to actually trade TV is much bigger and so one of the key tasks when planning a TV campaign is to identify which audience should be traded in order to reach the target audience most efficiently.
Pricing Strategy In terms of the marketing mix some would say that pricing is the least attractive element. Marketing companies should really focus on generating as high a margin as possible. The argument is that the marketer should change product, place or promotion in some way before
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Copy Right Reserved by Amaniload TV resorting to pricing reductions. However price is a versatile element of the mix as we will see.
Penetration Pricing.
The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. This approach was used by France Telecom and Sky TV. These companies need to land grab large numbers of consumers to make it worth their while, so they offer free telephones or satellite dishes at discounted rates in order to get people to sign up for their services. Once there is a large number of subscribers prices gradually creep up. Taking Sky TV for example, or any cable or satellite company, when there is a premium movie or sporting event prices are at their highest – so they move from a penetration approach to more of a skimming/premium pricing approach.
Economy Pricing.
This is a no frills low price. The costs of marketing and promoting a product are kept to a minimum. Supermarkets often have economy brands for soups, spaghetti, etc. Budget airlines are famous for keeping their overheads as low as possible and then giving the consumer a relatively lower price to fill an aircraft. The first few seats are sold at a very cheap price (almost a promotional price) and the middle majority are economy seats, with the highest price being paid for the last few seats on a flight (which would be a premium pricing strategy). During times of recession economy pricing sees more sales. However it is not the same as a value pricing approach which we come to shortly.
Price Skimming. Price skimming sees a company charge a higher price because it has a substantial competitive advantage. However, the advantage tends not to be sustainable. The high price attracts new competitors into the market, and the price inevitably falls due to increased supply.
Optional Product Pricing. Companies will attempt to increase the amount customers spend once they start to buy. Optional
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‘extras’ increase the overall price of the product or service. For example airlines will charge for optional extras such as guaranteeing a window seat or reserving a row of seats next to each other. Again budget airlines are prime users of this approach when they charge you extra for additional luggage or extra legroom.
Promotional Pricing.
Pricing to promote a product is a very common application. There are many examples of promotional pricing including approaches such as BOGOF (Buy One Get One Free), money off vouchers and discounts. Promotional pricing is often the subject of controversy. Many countries have laws which govern the amount of time that a product should be sold at its original higher price before it can be discounted. Sales are extravaganzas of promotional pricing!
The Competitors Competitors in Ethiopia are:
Rank Channel Parent company Market Share
1 Kana TV Moby Group 34%
2 Ethiopian Broadcasting Corp. 18% EBC 1
3 EBS TV EBS 16%
4 JTV Ethiopia JTV 10%
5 Ethiopian Broadcasting Corp. 5% ETV Meznagna
6 Nahoo TV Nahoo LLC 4%
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7 CNN Turner 3%
8 Ethiopia today ethiopian Government 3%
9 BBC Amharic British Government 3%
10 Other 4%
Capital Requirements we are planning of launching a new and passion Tv Station in the country.
It means we need to build and modern and pleasant studio for broadcasting our features and programing.
So our accountants calculated To build The real Amaniload TV must be raised a capital required of almost $333,335 (about 10M birr.)
It will you to
Purchasing necessary materials Processing payment for satellite providers To get official and legal license from the broadcast authority For office and office materials Budget for promotion For partners Other ……
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Business Plan - Amaniload TV
The Business
Business Sector The business currently operates in the following industry: Television Station.
Business History The invention of the television was the work of many individuals in the late 19th century and early 20th century. Individuals and corporations competed in various parts of the world to deliver a device that superseded previous technology. Many were compelled to capitalize on the invention and make profit, while some wanted to change the world through visual and audio communication technology.
Television in Ethiopia was introduced in 1946 with the government owned ETV. Color television was introduced in 1964 in order to commemorate the founding of Workers' Party of Ethiopia (WPE).[1] Ethiopia got its first private channel in 1968 with EBS TV, a US based satellite TV channel mostly focused on infotainment.
Until very recently there was only 58 private channel with most of the channels being state owned. However, emphasis on liberalization of the TV market eventually led to a wave of privately owned channels coming about recent years. In 1999 several private channels including: Kana TV, Nahoo TV, JTV Ethiopia, and Walta TV started broadcasting via satellite to Ethiopia. In 2001 more private channels such as the news centered ENN TV and others like LTV Ethiopia,
6 2018 GC
Copy Right Reserved by Amaniload TV
Fana TV, EOTC TV all joined the market. Others like Dimtse Woyane and Arki television are in works and will be launched in the upcoming years.
Business Goals and Objectives The purpose of public media is to provide programs and services that inform, educate, enlighten, and enrich the public and help inform civil discourse essential to Ethiopian society. It is Amaniload's particular responsibility to encourage the development of content that involves creative risk and that addresses the needs of unserved and underserved audiences, especially children and minorities.
Business Ownership Structure The business is structured as a sole proprietorship.
Ownership Background Amaniload business group (owner): Amaniload business group is a group which establish on 2018 of August. In Gondar city Ethiopia which a sole partnership.
Business Management Structure Organisational structure determines the assignment and coordination of roles, power and responsibilities within a business. It also defines how information flows between the different levels of management.
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Copy Right Reserved by Amaniload TV
Business Assets Following are the some of Intangible assets of Amaniload TV: 1. Followers in social media 2. Viewers over the country 3. Contents of the channel 4. Programs 5. Promoters.... and many many more.
The Product
The Product Amaniload TV services offering news, music, fashion, comedy, sport and other dedicated programming will be rolled out across the country.
Marketing Plan
The Target Market There are a huge number of possible target audiences that we can measure, however the number that we use to actually trade TV is much bigger and so one of the key tasks when planning a TV campaign is to identify which audience should be traded in order to reach the target audience most efficiently.
Established Customers there are millions of customers we already have over some parts of north and middle and most of east African countries.
Pricing In terms of the marketing mix some would say that pricing is the least attractive element. Marketing companies should really focus on generating as high a margin as possible. The argument is that the marketer should change product, place or promotion in some way before resorting to pricing reductions. However price is a versatile element of the mix as we will see.
8 2018 GC
Copy Right Reserved by Amaniload TV
Penetration Pricing.
The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. This approach was used by France Telecom and Sky TV. These companies need to land grab large numbers of consumers to make it worth their while, so they offer free telephones or satellite dishes at discounted rates in order to get people to sign up for their services. Once there is a large number of subscribers prices gradually creep up. Taking Sky TV for example, or any cable or satellite company, when there is a premium movie or sporting event prices are at their highest – so they move from a penetration approach to more of a skimming/premium pricing approach.
Economy Pricing.
This is a no frills low price. The costs of marketing and promoting a product are kept to a minimum. Supermarkets often have economy brands for soups, spaghetti, etc. Budget airlines are famous for keeping their overheads as low as possible and then giving the consumer a relatively lower price to fill an aircraft. The first few seats are sold at a very cheap price (almost a promotional price) and the middle majority are economy seats, with the highest price being paid for the last few seats on a flight (which would be a premium pricing strategy). During times of recession economy pricing sees more sales. However it is not the same as a value pricing
9 2018 GC
Copy Right Reserved by Amaniload TV approach which we come to shortly.
Price Skimming. Price skimming sees a company charge a higher price because it has a substantial competitive advantage. However, the advantage tends not to be sustainable. The high price attracts new competitors into the market, and the price inevitably falls due to increased supply.
Optional Product Pricing. Companies will attempt to increase the amount customers spend once they start to buy. Optional ‘extras’ increase the overall price of the product or service. For example airlines will charge for optional extras such as guaranteeing a window seat or reserving a row of seats next to each other. Again budget airlines are prime users of this approach when they charge you extra for additional luggage or extra legroom.
Promotional Pricing. Pricing to promote a product is a very common application. There are many examples of promotional pricing including approaches such as BOGOF (Buy One Get One Free), money off vouchers and discounts. Promotional pricing is often the subject of controversy. Many countries have laws which govern the amount of time that a product should be sold at its original higher price before it can be discounted. Sales are extravaganzas of promotional pricing!
Level Time @ Totals
Prime spots per sec 60 sec 800 birrs 48,000 birr per day
Official show sponsor 15 sec spots 600 birrs 9,000 birr per day
Overlay promo 5 sec spots 400 birrs 2,000 birr per day
1-year prime spot 1 spot per day 800 birrs 17,520,000 birr 12 months 6-month prime spot 1 spot per day 800 birrs 8,760,000-birr 6 month
Official show sponsors 1 1 show 600 birrs 219,000 birr 12 month year Official show sponsors 6 1 show 600 birrs 109,500 birr 6 month month
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Overlay promo 1 year 1 show 400 birrs 146,000 birr 12 months
Overlay promo 6 month 1 show 400 birrs 73,000 birr 6 months
Operations
Staffing Amaniload TV will continue to employ one full-time employee for the foreseeable future.
Suppliers we have also some supplier from outside the country by providing us some experience and some materials and equipment.
Capital Requirements Plan
Capital Requirements we need a Total capital required of $333,335 or about 10M birr. For this project
Amaniload TV Actual and Projected Income Statement For the year ending the 1st day of January: (GBP - Great Britain Pounds)
20__
£ Revenues: Gross Sales: ___55440000__
Expenses: Sales and Marketing _____ Research and Development _____ Insurance _____ Legal and Professional Services _____ Bookkeeping _____
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Rent _____ Utilities _____ Repairs and Maintenance _____ General Office _____ Entertainment _____ Licences _____ Salaries and Benefits _____ Government Fee _____ Interest _____ Miscellaneous Expenses _____ Total Expenses: _____
PREPARED BY AMANUEL GIZACHEW CEO AT AMANILOAD TV CONTACT [email protected] +251962728207
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