Rose Leaf Communications

Developing Roots a Business Plan

Ashley Cester, Brittni Grier, Aya Nadar

and Nancy Tandon
East Room
50 Carroll Street Toronto, ON

M4M 3G3

416-222-LEAF
communications@roseleafcommunications.ca

EXECUTIVE

SUMMARY
RoseLeafCommunicationsisapublicrelationsagencythatofferskeycommunication
andmarketingstrategiestolifestyleandentertainmentclientstoincreasebrand
reputationandgenerateacalltoauctionthroughmotivatingaudienceengagement.It
wasformedbyfourexperiencedpublicrelationsandcorporatecommunications
executivesthatworkintheareasoflifestyle,marketingandmediacommunications,
andastheteamatRoseLeafCommunicationstheyareconstantlyseekingnewideas,
opportunitiesandsolutionstosuittheirclientsneeds.ThemissionatRoseLeaf
Communicationsistoprovidestateoftheartpublicrelationsandcommunication
servicesforpersonalbrandmanagementwithinthelifestyleandentertainment
industry.Throughtheuseofcommunicationsandsocialmediastrategyplans,branding,
events,marketingandmediaandinfluencerengagement,theybuild,maintainandprotect
thereputationoftheirclientsbrand.
TheclientsofRoseLeafCommunications,encompasslifestyleandentertainment
industryprofessionalswithinthefashionandbeautysector,aswellas,localartists,
CanadianfilmcompaniesandTorontobasedvenuesandevents.LocatedattheEast
Room,amembershipbasedco-op,connectingwork,cultureandleisure,locatedin
TorontoseliteRiversideneighbourhood,intheheartofdowntownToronto,RoseLeaf
Communicationscanleverageitscompetitiveadvantagesandquicklygrowitscustomer
base.HavingaspecializedskillsetwithexperienceinlifestylePRworkwillprovide
RoseLeafCommunicationswithvaluableinsightthatotherPRfirmsareunableto
offer.Additionally,RoseLeafCommunicationspridesthemselvesonoffering
unmatchedenthusiasm,commitmentandflexibilitywhichwillallowRoseLeaf
Communicationstoseamlesslymeetanyofourclientsneeds.Asaboutiqueagency,the
membersestimatewithinatwo-yearworkframeanexpectedrevenueof35Kbythe
endof2018andareanticipatingfurthergrowth.
RoseLeafCommunicationsconsistsofageneralpartnershipwithfourbusiness
owners,eachofwhomhavetheabilitytomakedecisionsaboutthebusinessandeach
ofwhomhaveunlimitedliability.WithaCEO,VPandDirectorstoeachdepartment,each
partnerhas100percentresponsibilityforthedebtsofthebusinessandwillinvest
between10-15Kforthestartofthiscompany.

TABLE OF

CONTENTS
A

bout the business

Mission Statement

BUSINESS OBJECTIVES

LOC

TION

A
z

LOC

L COMPETITION

organi

ational chart

the team

A
A

RGET M

IDE

RKET

L CUSTOMER

A A A

BUSINESS

DV

NT

GE

CORPOR

TE CULTURE

LE

DERSHIP PHILOSOPHY

customer service

ETHIC

L ISSUES

CSR

GLOB

L ISSUES

marketing environment

ot anal

sis

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our clients

our services

product differentiation

the ho

pricing

online business

promotional mi

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A
A A A

PL

OPER

CE STR

TION

TEGY

L STR

A A

FIN

NCI

TEGY

L PL

YROLL SERVICES

/A

INCOME

YMENTS

INCOME ST

TEMENTS

ST

RT UP COSTS

balance sheets

risk management

conclusion

appendix

resumes

contract agreement

freelance contract

i
v
vi

About the

business
EST. 2017

RoseLeafCommunicationsisapublicrelationsagencythatofferskey
communicationandmarketingstrategiestolifestyleandentertainment
clientstoincreasebrandreputationandgenerateacalltoauctionthrough
motivatingaudienceengagement.TheteamatRoseLeafCommunicationsis
constantlyseekingnewideas,opportunitiesandsolutionstosuitourclients
needs.
Weknowhowtocreateauthenticrelationshipswithconsumerstobuilda
meaningfulconnectionthatcangreatlyinfluenceothers.Throughtheuse
ofcommunicationsandsocialmediastrategyplans,branding,events,
marketingandmediaandinfluencerengagement,webuild,maintainand
protectthereputationofourclientsbrand.
Ourclientsencompasslifestyleandentertainmentindustryprofessionals
withinthefashionandbeautysector,aswellas,localartists,Canadianfilm
companiesandTorontobasedvenuesandevents.Whilebusinessis
extremelyimportantsoisbeingsociallyresponsibleandasabusinesswe
arecommittedtoensuringthatallofourclientsarefulfillingtheirsocial
responsibility.AtRoseLeafCommunicationswepartnerwithlocalToronto
andCanadianbasedclientsthatmaintainacertainstandardofsocial
responsibilitybynottestingonanimalsandnotharmingtheenvironmentin
theprocessofconductingandexecutingbusiness.

Mission
Statement

AtRoseLeafCommunicationsitisourmissionto
providestateoftheartpublicrelationsand
communicationsservicesforpersonalbrand
managementthroughenhancingourclient's
reputationandbusinessrelations.

BUSINESS

OBJECTIVES

Customer Service
Provideexceptionalcustomerservicethroughtheuseofstrategicpublicrelationsand
communicationsservicestoretainclientsandenticefutureclientele.Areputationbuilton
excellentcustomerserviceanddeliveringonourpromises,asdemonstratedthroughour
work,generatesastrongbrandreputationthatwithwordofmouthinfluencesaclients
network.AtRoseLeafCommunicationskeepingourclientshappyisourprimary
objective.

Profitability
Maintainingprofitabilitymeansthatrevenuemuststayaheadofcosts.Atthebeginning
ourcostsmayoutweighourrevenue,butourgoalistoexceedourcostsandmaintain
profitabilityattheoneyearmarkofourbusiness.AtRoseLeafCommunicationsour
goalistofocusoncontrollingcostsinboththeproductionandoperationofour
serviceswhilemaintainingtheprofitmarginonourbusiness.

Productivity
AtRoseLeafCommunicationsourobjectiveistoprovidealloftheresourcesneeded
toremainasproductiveaspossible.Shouldasituationarisethathindersproductivityitis
ourcommitmenttosolvetheproblemwithasenseofurgencyandreinstate
productivityassoonaspossible.

Employee Retention
ItisRoseLeafCommunicationsmissiontominimizeemployeeturnoveratallcosts.
Priortotheonboardingandhiringoffutureemployeesbeyondtheoriginalfounders,it
isourdutytobeginimplementingbestpracticesforemployeeretention.Employee
turnovercostsmoneyandresultsinalossofproductivity.Thecostsassociatedwith
recruiting,hiringandtrainingarehigh.Maintainingapositiveandproductivework
environmentwillimproveemployeeretention.

Core Values
RoseLeafCommunicationscorevaluesarestatedwithinourcorporatesocial
responsibilityreportanddemonstratedthroughoureverydaybusiness
transactions.Ourcompanyscorevaluesarenecessarytocreateapositive
corporatecultureandtoupholdourresponsibilitywithinourcustomerand
communityinteractions.

Competitive Analysis
AcomprehensiveanalysisoftheactivitiesofRoseLeafCommunications
competitorsshouldbeanongoingbusinessobjectivetoensureourorganization
staysuptodatetothemarketneedsanddemands.Understandingwhereour
servicesrankinthemarketplacehelpsouragencytobetterdetermineour
standingamongconsumersandtoimproveouroverallrevenue.

LOCATION

EAST ROOM

East Room
50 Carroll St
Toronto, ON
M4M 3G3
TheEastRoomisamembershipbasedco-opconnectingwork,cultureandleisure.
LocatedinTorontoseliteRiversideneighbourhood,EastRoomisreinventingthe
modernworkplacethroughthecreationofaco-workingclub.Thisuniqueclubcaters
toentrepreneurs,artists,freelancers,creativeprofessionalsandsmallbusinesses
enablingthegrowthofitsmemberscareersthroughthesenseofcommunitywith
like-mindedindividuals.ThemembersofEastRoomincludesomeofthecitysmost
creativemindsworkinginthefieldsoftechnology,artanddesign.EastRoomprovides
theidealenvironmentfortheseentrepreneurialandbusinesssavvymembersto
collaborate,shareandmergetheirtalents.
Source: http://eastroom.ca

EastRoomoffersaperformanceincubatorandmonthlyseriesthroughtheirRoom
Service.RoomServiceiswheretopemergingtalentcanbeexposedtoacarefully
curatedlistofTorontoscreativecommunity.Theseeventsoftenshowcasedebutalbums
forupandcominglocalartists.Thespaceisgreatforintimateeventshostingacapacity
of300peopleandwiththemonthlyseriesandmarketinginitiativesgeneratingasocial
outreachofmorethan100,000peopleforeachevent.ThisisafantastictoolforRose
LeafCommunicationslifestyleandentertainmentclients.

RoseLeafCommunicationshasaleasingagreementwiththeEastRoomasaResidentII
memberpaying$2,200monthlyforitsservices.Thismembershipincludesoccupyinga2-5
personenclosedofficethatisfullyequippedwithchairs,desksandlampsforRoseLeaf
Communicationsbusinessuse.AsaResidentIImember,RoseLeafCommunicationshas
unlimitedaccesstoboardroombookingspertainingtotheneedsofthebusiness.

Source: http://eastroom.ca/#roomservice

TORONTO'S

RIVERSIDE

TorontosRiversideisknownforbeinganauthenticurbanareasurrounded
byatrendsettingcoolfactor.Riversideisconvenientlylocated2.5kmfrom
Torontosdowntowncoreandisaccessibleviastreetcar,car,bikeorby
foot.Itishometohistoricandartisticsitesincludingpublicartinstallations,
festivals,trendyrestaurants,TheOperaHouseandover120fashion
boutiquesandservices,includingoriginalfashioncreations.RoseLeaf
Communicationshaschosenanartisticandtrendsettingneighbourhoodto
bothinspireandrepresentourlifestyleandentertainmentclients.

Source: http://www.riverside-to.com

LOCAL

COMPETITION

RoseLeafCommunicationsislocatedwithinafivekilometreradiusofsixpublicrelations
agencies.ThefoundersandownersofRoseLeafCommunicationsviewbeinglocatedclose
tovariousestablishedagenciesasacompetitiveadvantage.Thisallowsforbrand
awarenessbyincreasingoverallaudienceviewershipwithcustomersfromotheragencies
shoppingthelocalcompetitionforpotentialbetterrepresentationandservices.RoseLeaf
Communicationsnowhastheopportunitytoenticenewcustomersfromnearbyagencies
throughourspecializedofferingofservicesandsociallyresponsiblecommitment.

RampCommunicationsInc.,islocated600metresfromRoseLeafCommunicationson
QueenStreetEastandisamarketingagencyspecializingincampaigns.Thiscommunications
firmprovidesmarketingplansandstrategiestosuitinnovativecampaignsthatcontain
branding,marketing,events,communicationsadvertisinganddesignforclientneeds.
Source: http://ramped.ca/online-marketing-services-agency-toronto

DpPRislocated1.8kmfromRoseLeafCommunicationsinLeslievilleandisapublic
relationsagencywithexpertiseinmediarelations.Thisagencyprovidesseniorexpertise
indevelopingcost-effectivepublicrelationsandsocialmediacampaignsforbusinesses,
non-profitsandgovernmentneeds.
Source: http://www.dppr.ca

StrategicObjectivesInc.,islocated2.3kmfromRoseLeafCommunicationsonFront
Streetandisarecognizedleaderinmarketingandsocialpublicrelations.Thispublic
relationsagencybuildsstrongerbrandreputationthroughahealthyrelationshipbetween
mediaandinfluencers.Thecompanysmissionistomakenews,launchproducts,connect
people,settrends,supportcauses,createeffectivesocialmediastrategiesand
memorableevents.
Source: http://www.strategicobjectives.com/team

KaiserLachanceCommunicationsislocated3.3kmfromRoseLeafCommunicationson
KingStreetEastandisknownforitscommunicationguidanceinthecorporate,financial
andmarketingsector.Thiscommunicationsagencyprovidesservicesinbrand
development,changemanagement,crisiscommunicationsandtraining,andgovernment
relationstonameafew.
Source: https://kaiserlachance.com/what-we-do/

PunchCanadaInc.,islocated4.4kmfromRoseLeafCommunicationsonJohnStreet
andisanaward-winningstrategiccommunicationsandpublicrelationsagency.Asaleading
Torontopublicrelationsfirm,theyprovideexpertisethroughtheuseofeffective
communicationtoreachtheclientsaudiencethroughmediarelations,events,influencer
engagementanddigitalprograms.
Source: http://www.punchcanada.com

Cohn&WolfeCanadaislocated5kmfromRoseLeafCommunicationsonFrontStreet
andisaagencyspecializinginbuildingbrandsreputationsbycaptivating,engagingand
motivatingaudiencestotakeaction.Thisagencyservesawidevarietyofclientsinthe
consumergoods,financialservices,agricultureandautomotiveindustriestonameafew.
Source: http://www.cohnwolfe.ca/what-we-do/

ORGANIZATIONAL

CHART
RoseLeafCommunicationsisorganizedandmanagedasapartnership.Asmentionedinthe
leadershipphilosophy,weareimplementingteamleadershipwhereweincorporatetheminds
andideasofeveryoneinvolved.RoseLeafCommunicationsleadsasaunit,whereeveryone
isinvolvedinthedecisionmakingprocessandtheCEOincorporatesthevoteofevery
fellowpartnerpriortofinalizinganydecisions.Asforthestructureoftheorganization
therearefourco-ownersthatshareanequalamountofresponsibilityandaccountability.
Thesharesofthecompanyaresplitevenlybetweentheco-ownerssoeveryonehasequal
authority.Theonlypeopleblowtheco-ownersareinternsthatarehiredtohelpeach
directorwithintheirdepartment.Eachdirectorhastwospecializedinternsthatworks
alongsideapartnertoshadowandlearnthePRprocesses.Thesixinternsareofferedan
opportunitytoworkwithineachofourdepartmentstohelpourdirectorsandgain
experienceinastart-upagency.Inthefuturewemayconsideraddingmoreemployeesto
thecompany.Aswegainmoreclientswewillneedmoreaccountmanagersthatare
specializedinspecificareas.

10

The

Team

RoseLeafCommunicationsconsistsofageneralpartnershipwithfourbusiness
owners,eachofwhomhavetherighttomakedecisionsaboutthebusinessandeach
ofwhomhaveunlimitedliability.Eachpartnerhas100percentresponsibilityforthe
debtsofthebusiness.
AshleyCester
CEO
SeniorDirectorofHumanResources
FinanceManager

Previouslyageneralmanagerwithrobustexperienceinstartupsandlargebusinesseswithin
theCanadianmarket.Highlymotivatedandpassionateindividualwithmorethanfiveyearsof
managerialsuccessesandacomprehensiveunderstandingofbusinessineveryaspectof
retailoperations,brandingandcustomersatisfaction.Fluentexperiencewithstartingand
managingallaspectsofmulti-milliondollarbusinessesrangingfrom$2Mto$30M,while
successfullydeliveringinternalemployeecommunicationsandexternalbrandingtodesired
demographics.Astrongleaderwithprovenresultsinmentoringandmotivatingateam,
achievingestablishedgoalsandcontinuedprofitability.DemonstratedbeingaresourcefulselfstarterthroughtheinitiativeanddevelopmentofVinceCamutoCanadasinternaloperational
structure.
AshleyCesterisChiefExecutiveOfficerofRoseLeafCommunications.Sheservesasthe
DirectorofHumanResourcesandFinanceManager.WithAshley'sarrayofexperiencewith
businessrelationssheistheperfectcandidatetomanageandoverseeallaspectsofHuman
Resources.AstheFinanceManager,Ashleykeepstrackofallfinancialmattersand
conductsquarterlymeetingstodiscussbudgets,earningsandfinancialneeds.

11

BrittniGrier
DirectorofSocialMedia
StrategicConsulting

BrittniGrierhasaBAinpsychologyandcriminologyandapostgraduatecertificateinpublic
relationsandcorporatecommunications.Sheiswelleducatedandhasgainedagreatdealof
experiencefromheryearsofeducation.Brittnihasexperienceinwritingpressreleases,
mediareleases,organizingevents,creatingsocialmediaandcommunicationsplans.Herability
toconductthoroughresearchisahighlightedassetanddoesnotgounnoticed.Her
backgroundincriminologygiveshertheexpertiseneededforcrisismanagementinrelations
tocommunications.Herwritingtechniqueshavebeenstrengthenedduetohermanyyears
ofwritingintheformatsofessays,presentations,andcommunicationsreleases.
Brittnihasworkedasanoutreachcoordinatorformanynon-profitorganizations,whereshe
wasabletoreachouttothecommunity,spreadawarenessandworkwithyouth.Hermany
yearsofworkingattheBoysandGirlsClubofEastScarboroughhasgivenherachance
toworkwithdisadvantagedyouthandcreateprogramsforhercommunity.Withexposure
fromthedigitalworld,shehasbecomehighlyskilledwithsocialmediarelationsanddigital
marketing.BrittniisawellroundedPRprofessionalandisastrongasset
BrittniGrieristheDirectorofSocialMediaandStrategicConsultingatRoseLeaf
Communications.Shecreatesandmanagesthesocialmediaaccountsofourclientsand
createstheirdigitalcampaigns.Asastrategicconsultant,Brittnicomesupwithstrategies
andcampaignideastohelpourclientsbuildtheirbrand.

12

AyaNadar
VP
DirectorofClientRelations
AccountManager

Ayaseducational,workandlifeexperienceshaveshapedherintoaneffective
communicator,organizerandproblemsolverwiththeabilitytomanageconflict,
successfullyreachgoals,tasksandresponsibilitiesplacedbeforeher.Extendedexposure
toavarietyofglobalmulti-culturalcontextsaswellasheryearsstudyingartatOCAD
universityandorganizing/curatingartshows,taughtherhowtoputpeopleatease,handle
delicatesituations,andmaintainacalm,charmingandattentivedemeanoraswellas
incorporatingcreativityinherdaytodaypractice.Withdevelopedleadership,mediationand
customerrelationsskills,andaheightenedcapacityformulti-taskingandfunctioninginhigh
pressureenvironments,shecanprovetobeavaluedadditiontoanyteam.

AyaNadaristheDirectorofClientRelationsandAccountManageratRoseLeaf
Communications.Ayaworkscloselywithourclients,assheistheirmainsourceofcontact.
Sheworkswithclientsontheircampaignsandcommunicationsservices.Ayahelpsour
clientsimplementtheircommunicationsplanassheworkswiththemstepbystep.

13

NancyTandon
DirectorofOperations
Marketing

Apublicrelationsandcommunicationsprofessionalwithyearsofonlineandprintmedia
experience,aswellaseventmanagement,withinaretailmagazinecalledRetailer.
Acquiredefficiencythroughskillslikemarketingandoperations,clientservicing,event
management,contentbuilding,communicationswithexperienceinbothabovethelineand
belowthelinemarketingactivities,interpersonalskillsthroughnetworkingwithclients
fromretail,realestate,logistics,technology,wellnessandthefoodandbeverageindustry.
Alongwithmanagingoperationsandmarketingfortheagency,passionateaboutworking
forthecommunity.Havebeenassociatedwithanotforprofitorganization(an
orphanage)asateacher.

NancyistheDirectorofOperationsandMarketingatRoseLeafCommunications.Nancy
leadsalloperationaltasks,includingbutnotlimitedto,establishingpoliciesandprocedures,
managingthirdpartyrelations,andlogisticsforRoseLeafCommunications.Asthe
MarketingManager,Nancymanagesallaspectsofcompanymarketingstrategiesand
initiatives,whilepartneringwithAyatoservicetheneedsofthecompany'sclients.

14

TARGET

MARKET

RoseLeafCommunicationstargetmarketconsistsofclientsinthelifestyleand
entertainmentindustryspecializinginfashion,beauty,andlocalentertainment.Weprovide
publicrelationservicestohelpbuildthebrandsofourlifestyleclients,whetheritbe
businessesintherealmoffashion,beauty,localfilmcompaniesorartists.Clientsthatfit
ouridealtargetmarketwouldbepersonalitiesandbrandssuchas:

LoveFresh
LOVEFRESHisaToronto-basedluxurylineoffun
andnaturalbeautyproductsthatwillkeepyour
skinglowing.LovefreshwasfoundedbyStacey
Davisonthepremisethatyoucouldhavebeautiful,
glowingskinusingall-naturalproducts,thatwould
beasluxuriousastheywouldbehealthyforthe
body
Source: http://lovefresh.com/pages/homepage-content-new

Illbury+Goose
Illbury+GooseisanodtoCanadianentrepreneurship,family
legacy,andthejourneyofCanadianseverywhere.This
patrioticconcept,establishedin1928,isfocusedonsustaining
smallbusinesseseverywhere;Werepresentamovementthat
supportslocal,andthinksglobal.Withacommitmentto
producingsuperiorgarments,accessories,andapothecary
itemsrighthereinCanada,weareredefiningwhatitmeansto
beCanadian-becauseitsnotallcampfiresanddogsleds.From
daytripstonightclubs,fromcityscapestoRockyMountains,
Illbury+Gooseisalifestylethatistrulyuniqueandentirely
Canadian.
Source: http://www.illburyandgoose.com/

15

Untitled&Co
Sincethebeginning,Untitled&Covowedtobringthebest
andmostexclusivedesignstothehandsoftrendsetters
andfriends,bothlocalandworldwide.Ourcarefully
curateddesignsprovideapartnershipamongstus,our
valuedclientsandservetouniteourcity.Itisn'taboutlocal
orhomegrown,it'sabouthonestyandtrust.Westriveto
modestlyexceedexpectationswithsimplisticvaluesthat
neednotbevocalizedormarketed.Wedon'tencourage
youtogeteducated.Becauseyoualreadyknow.
Source: http://untitledandco.com/

SandboxStudios
AtSandboxStudios,wehaveveryquicklybeenableto
carveoutaspaceofourownamongstsomanyother
recordingstudiosinthecity.Mainlybecausewedon'tsee
ourselvesthatway,asjustarecordingstudio.Wesee
ourselvesasyourhome,somuchsothatwe'vedesigned
thespacetolookandfeelthatway.Sothatyoufeelas
comfortableandconfidentasyoudoinyourroom,your
mostsacredandcreativespace.Locatedin
Cabbagetown,DowntownToronto,Sandboxworkswith
homegrowntalenttothosejuststeppingoffastagewhile
ontour.Celebrating3years,Sandboxhasproventothat
withaclearvision,alittlebitofimagination,andadisciplined
workethicyoucancreateanything...InaSandbox.
Source: http://sandboxstudios.ca/

16

IDEAL

CUSTOMER

Ourintentionsaretonarrowdownourfocustoaspecificgroupofpotential
clientstocreateasmallertargetmarket.Focusingonasmallertargetmarket
allowsustopullourresourcesintooneareaoffocus,whichwillbenefittheclients
withbetterserviceandwillsaveusfromhavingtostretchoutresourcesacross
themasses.Clientsinthelifestyleandentertainmentindustryareorganizations
lookingtomaintaintheircompaniesreputationandfindmarketingandsocialmedia
strategiestohelpreachtheiraudiences.RoseLeafCommunicationsplanstocreate
communicationstrategiesforeachofourclientssotheycantargettheirown
individualmarkets.Theclientsthatwerepresentcarryaudiences,anywherefrom
2045yearsold.Eachofourclientshaveadifferentsetofdemographicsthat
wehavetocaterto.Weplantocreatestrategiesthatfocusonreachingoutto
thesespecificaudiencesandthepotentialchangestheseaudiencesmayhave.Asa
business,wewillhelpclientsunderstandtheirpotentialmarketandmakesenseof
howtoconnectwiththem.Weintendtostudytheaudienceofourindividualclients
tohelpcomeupwiththerightpublicrelationsapproach.

17

BUSINESS

ADVANTAGE

RoseLeafCommunicationsisapublicrelationsagencythatprovidescommunicationsand
marketingstrategizestolifestyleandentertainmentclients.Theadvantagethatwehave
overourcompetitorsisthatwetakeahands-onapproachwhenprovidingour
communicationsstrategiestoourclients.Weareinconstantcontactwhenitcomesto
theimplicationofthesestrategies,makingourselvesavailable24/7toourclientshelping
themstepbystepworkthroughtheproposedcommunicationsplan.

ThebenefitofRoseLeafCommunicationsbeingaboutiqueagencyisthatweareable
togiveourclientstheattentionthatotheragenciescannotprovide.Ourcompetitors
arelargeragencieswhohavemanyclientstomanage,whichdeniestheirclientsofthe
specializedandindividualizedservicesconsistingof24/7serviceRoseLeaf
Communicationsiswillingtoprovide.Weprovideourclientswiththecomfortof
knowingwewillberightbytheirsideeverystepoftheway.Anotheradvantagethat
RoseLeafCommunicationhasoverit'scompetitorsisthatwhenitcomestocrisis
managementweareabletoaddresssituationsimmediatelyandwithourhands-on
approach,inwhichwearecapableofdealingwithcrisisefficientlyprovidingthebest
possiblesolutiontoanyproblemthatmayarise.Wesetourselvesapartfrom
competitorsbygivingourclientswhattheydeserve,whichisanagencythatsupports
themwholeheartedly.

18

CORPORATE

CULTURE

RoseLeafCommunicationsisofferingawarmenvironmentwherecreatives
cancometogether.OurofficeislocatedattheEastRoomintheheartof
downtownToronto,whichisamodernworkenvironmentthatcomplimentsour
uniqueinnovativetheme.
Ouremployeesarecreativeprofessionalsthatneedaworkenvironmentthat
inspiresthem,whichiswhatweasacompanyprovide.Ourofficeisequipped
withthecomfortableandsensibledesksandseatingforemployeesandclients,
makingtheflowofbusinessmeetingssmoothandcomfortableforboth
parties.WealsosurroundourofficewithartworkfromlocalTorontoartists
foravisuallypleasingappeal.Weeklycateringisprovidedfromalocalvegan
restaurantcalledLiveOrganicFoodstoprovideouremployeesandclientswith
healthyfoodthatpromotesacreativemind.
Weareafamilyorientedcompanyandcelebratethedifferentpeoplewework
withandtheirculturalbackgroundwhichiswhywehavethingslikeInternational
day,whereeachmemberbringsatraditionaldishoftheircountryfora
potluck.Weliketothroweventslikethesetoallowourcompanytogrow
closerascolleaguesandfriends.Wealsoallowouremployeestobringtheir
dogstoworkonceaweektosupportthementalhealthandwellbeingofour
employees.Wewantouremployeestoperformtheirbest,whichcannotbe
donewithoutahealthymindandbody.

19

LiveOrganicFoods
LiveOrganicFoodsisaveganrestaurant
locatedintheheartoflibertyvillage,they
provideuswithcatering5daysaweek
andwiththediscountgiventouswepay
$150weekly.
Source: http://liveorganicfood.ca/
Wealsosupplywellnessteasandsmoothiesforouremployeesandclients.

Teavana

OurteasaresuppliedbyTeavana,whichisa
companythatsellsvariouswellnessteas
andcanbefoundalloverCanada.We
restockweeklyfora$25fee..

Source: http://www.teavana.com/ca/en/home

BoosterJuice

OurSmoothiesaresuppliedbyBoosterJuicewhichwe
spend$25weeklyon.BoosterJuiceisaCanadian
organicsmoothiebarthatcanbefoundallacrossthe
country.

Source: http://boosterjuice.com
Wewanttomaintainahealthyandenjoyableworkenvironment;wewanttohear
fromouremployeesonhowwecandobetter.Thisiswhyweimplementquarterly
corporateculturemeetingstomakesureouremployeesarehappywiththeirwork
environmentandthecultureofthecompany.HereatRoseLeafCommunications,
notonlydowecareaboutthewell-beingofthecompany,wecareaboutthewellbeingofouremployeesandourclients.Thismeanstakingcareoftheirmental,
physicalandemotionalbeingsotheycanputtheirbestfootforward.Ourgoalisto
leaveeveryonewithapositiveexperience,notjustourclients.

20

RoseLeafCommunicationshaspartnershipswithalocal
yogastudiocalledDownwardDogYogaCentre.

DownwardDogYogaCentre

AsoneofthepioneeringyogastudiosinToronto,Downward
DogYogaCentrecontinuestoofferinstructiontostudents
lookingtopracticeandlearntheprinciplesofAshtangaand
Vinyasayoga.
TheDownwardDogprovidesouremployeeswithmemberships
tohelpfocusandclaimthemind.Themembershipsarefree
toouremployeesduetotheDownwardDogbeingoneofour
clients.SinceRoseLeafCommunicationsisalifestyleagency,
webelievethatitisimportanttomaintainacreativeand
positiveatmosphere,whichiswhyweofferthesebenefitsto
ouremployees.

Source: http://downwarddog.com/about/the-centre/

21

LEADERSHIP

PHILOSOPHY

AtRoseLeafCommunicationswebelieveinprovidinginnovative,stateof
theartpublicrelationandcommunicationservicestoourclients.Our
philosophyistoimplementteamleadership,incorporatingthemindsandideas
ofeveryoneinvolved.Asacompany,webelieveintheartofcreativityand
acknowledge,thepotentialthattwomindshaveoverone.Wewantto
enhancethewaythatcompaniescommunicatewiththeiraudienceandhelp
buildtheirbrandstory.Implementingteamleadershipguidesusinworking
sidebysidewithclientsonstrategiesfortheirindividualneeds.Wewant
ourclientstobeconfidentinusasleadersandlookuponusforthe
answersandresourcestheyneed.Ascreatives,wedonotwanttorunour
companyasadictatorship,instead,wewouldlikeRoseLeafCommunications
tobeaplacewhereallideasareheardandtakenintoconsiderationforthe
bestpossibleoutcome.Wedonotbelieveinputtinganyonebeforeone
another,asweleadasaunit.

22

CUSTOMER

SERVICE
AtRoseLeafCommunicationskeepingourclientshappyisourprimaryobjective.
Withthisinmindwehaveorchestrated10stepstocreatingacustomerservice
strategy.Thesestepswillhelpanddeliverareputationbuiltonexcellentcustomer
serviceanddeliveringonourpromisestocreateauthenticrelationshipswith
consumerstobuildameaningfulconnectionthatcangreatlyinfluenceothers.

1.

Bycreatingacustomerservicestrategy,wetakethefirststepto
communicatethecustomerservicevisiontotheemployees.Itisessential
thatallemployees,whetherthepartnersorthehiredemployees,
understandwhatthevisionandorganizationalgoalsareandunderstand
theirresponsibilitiesandtheresponsibilitiesofthecompanytohelp
achievethesetvision.Afewstrategykeypointsare:
Stayingintouchwithourcustomers.Byreachingout
throughemails,promotions,newsletters,personalized
postcards,phonecallsandlettersweareabletobuild
andbetterlonglastingrelationshipwithourcustomers.
Createaknowledgebasewherewecanstore
informationwithanswerstocommonquestionswithin
ourcompany.
Knowourcustomersonapersonallevel.Perhapsby
offeringspecialdiscountsonservicesduetoa
birthdayorspecialcelebration,religiousholidayor
culturalholiday.

23

2.

Understandingtheneedsofourclientsisourtoppriority.By
communicatingtoourclients,anddoingthenecessaryresearchthrough
focusgroups,satisfactionsurveysorcustomercommentcardswe
areabletounderstandtheclientsexpectationsandexceedtheirneeds.

3.

Employeesarethebackboneofanyorganization.Hiringwiththe
customerinmindwillmakeforstrongcustomerservicewithinthe
business.Ensuringthattheemployeeshavetheskillsetanddisposition
tohelpsupportastrongcustomerserviceenvironmentiscrucial.

4.

Settinggoalsgivesourorganizationclarityaboutwhatweexpectfor
andfromouremployeesandcustomers.Employeesmusthavean
understandingonwhatthetargetissotheycanhelptheorganization
reachtheirobjectives.

5.

AtRoseLeafCommunications,trainingonserviceskillsturnsour
agencyintoabetteroiledmachine.Ouremployeesarehiredbasedon
theirnaturalskills,abilitiesandexperiencesbuttrainingisalways
essentialtoallemployees.Thetrainingwillteachthemhowtodealwith
customercomplaints,howtorespondtocustomers,howtomeet
customerneeds,whentoperformservicerecovery,howtoanswer
phonecallsandemailsandfinallyhowtocompleteourorganization's
standardsforservice.

6.

Weallhaveourrolestoplaywithintheorganization.AtRoseLeaf
Communications,weholdeachemployeeaccountableforhowtheir
servicetothecustomeraffectstheorganization.Byimplementinga
performancemanagementsystem,wecanreflectonthelastyear,
celebratesuccessesandcoursecorrectifneeded.Bysharing
customersatisfactiondatawithouremployees,andconfront
employeeswhentheyarenotdemonstratingthedesiredbehaviourswe
canstrengthenourcustomerservice.

24

7.

WeatRoseLeafCommunicationsfeeleverybodyshouldbecelebrated
fortheirgoodworkandservices.Bycreatingapositiveenvironment,
weallowforbetterservices,betteroutcomesandbetter
professionalattitude.Awellthoughtoutsystemforacknowledgingand
rewardingemployeesforgoodcustomerservicewilldemonstratethe
desiredbehavioursofastrongcustomerserviceculture.

8.

Withinourorganization,wehaveintroducedanopendoorpolicy
whichallowsallemployeestohavethefreedomtocommunicatewith
eachother,speakeasilywiththeCEOandtheirmanagersandshare
ideasbasedonprojects.

9.

Anonymousquarterlysurveysforemployeestoinformusabout
theirworkexperiences,improvements,questionsandconcerns.

10.

Offerclientsduringtheirwaitperiod,herbalteasandhealth
beneficialbeveragessuchaslemonandwater,herbalteaanda
smoothiebar.

Source: http://thethrivingsmallbusiness.com/7-steps-to-creating-a-customer-servicestrategy/

25

ETHICAL

ISSUES

AtRoseLeafCommunications,allemployees,regardlessofstatusaretreatedwith
theutmostrespectandhavethechancetoriseintheirpositionwithinthe
organization.Ethicsisacentralconcernforourbusinessandalltheindividualsthat
makeupRoseLeafCommunications.

1.

AtRoseLeafCommunication,thereisanon-discriminationpolicy.We
acceptallrace,gender,genderexpression,colour,age,nationalorigin,
disability,maritalstatusandsexualorientation.

2.

Wehiresolelybasedonexperiencesandpassionandnotonpersonal
relations.Ifapotentialemployeehasrelationswithanyoneworking
withintheorganizationandhasalltherequirements,thentheycanbea
potentialcandidate.

3.
4.

Hiringandfiringdecisionsaremadebasedsolelyontheabilityto
performthejob.
AtRoseLeafCommunications,wecandeterminewhethera
particularactionordecisionisethicalorunethicalbyusingathreestepmodeltosystematicallyapplyethicaljudgmentstosituationsthat
mayariseduringthecourseofbusinessactivities:1)Gatherthe
relevantfactualinformation,2)Determinethemostappropriatemoral
values,3)Makeanethicaljudgmentbasedontherightnessor
wrongnessoftheproposedactivityorpolicy.

AtRoseLeafCommunications,weensurethatallemployeesknow
oncetheyjoinourorganizationthattheirpersonalinformationand
privacyisprotected.WefollowthePersonalInformation
ProtectionandElectronicDocumentAct(PIPEDA).
Source: Business Essentials, pg 49
Source: https://www.coursehero.com/file/11520960/Chapter-3-Ethics-and-Responsibility/

5.

26

6.

Weexpectallemployees,andanyoneassociatedtoourorganization
tomaintainaprofessionalandpositiveimage.Asanorganizationthat
workswithclientsbasedonsocialandethicalresponsibility,our
reputationisoftheutmostimportance.

7.

Implementingproperwagesandworkingconditionsforallemployees.

8.

Awrittencodeofethicsformallyacknowledgethatacompany
intendstodobusinessinanethicalmanner.Codeofethicsincreases
publicconfidenceinacompany,improvesinternaloperationsandhelps
managersrespondtoproblemsituationsconsistingofillegalor
unethicalcodesofethics.

9.

Asacompany,weagreetotakeleadineducatingouremployees
aboutethics.Sinceourobjectiveistoworkwithclientsthatare
ethicallyandsociallyresponsible,itisessentialthatwemaintainbelief
withinthecompanyalso.Onewaytorefreshandremindthe
importanceofethicalawarenessandsocialetiquetteistooffer
annualethicsseminars.

10.

AspartoftheCPRSEthicalCodeofStanding,weatRoseLeaf
Communicationsshallpracticepublicrelationsaccordingtothehighest
professionalstandard.

11.

AllmembersofRoseLeafCommunicationsshalldealfairlyand
honestlywiththecommunicationsmediaandthepublic.

12.

Allmembersshallpracticethehigheststandardsofhonesty,
accuracy,integrityandtruth,andshallnotknowinglydisseminate
falseormisleadinginformation.

13.

Allmembersshallnotguaranteespecificresultsbeyondthe
memberscapacitytoachieve.

14.

Membersshallnotpersonallyacceptgiftsinanyform(including
monetary)fromclientsoranyfactorsthatmayinfluence
professionalperformancetowardsclients.

15.

Allmembersshallconductthemselveswithconfidentialitypertaining
toallcurrentandpreviousclients,includingallbusinessrelations.

Source: Business Essentials, pg 50

Source: http://www.cprs.ca/aboutus/code_ethic.aspx
Source:https://www.coursehero.com/file/11520960/Chapter-3-Ethics-and-Responsibility/

27

CORPORATE SOCIAL

RESPONSIBILITY
BycreatingaCorporateSocialResponsibilityplan,RoseLeafCommunicationscan
implementbalancewithinitscommitmentstoorganizationalstakeholders.Anygroups,
individualsandorganizationsthataredirectlyaffectedbyourpracticesandthat
thereforehaveastakeinitsperformancesaretakenintoconsideration.
Asapublicrelationsagencyweareprovidingaservice,sowemustdedicateour
knowledgeandexpertisetoprotectingtherightsofconsumersintheirassociationwith
ourbusiness.Customershavethefollowingrights:
Therighttosafeproductsandservices:AtRoseLeafCommunications,
wewantourclientstoknowthatwerespecttheirvision,privacyand
workandwillensuretopofthelineservicetoalltheirneedsandwants.

Therighttobeinformedaboutallrelevantaspectsofaserviceor
product:Whenworkingwithaclient,ifanymandatorychangesmustbe
madetopriorarrangements,anycrisisdevelopmentorchangeinproduct
lineshouldoccur,itisuptotheemployeesofRoseLeafCommunications
tomakesurethatourclientsknowofanydevelopmentsthatcould
affecttheirbusinessandreputation.
Therighttobeheard:Foranyreason,wewilldoourutmosttoserve
ourclientstothebestofourabilitiesbyofferingourfullattention,
dedicationandservice.
Therighttochoosetheirproductandservice.
Therighttobeeducatedaboutsaidproductorservice:Bypulling
upacontractinreferencetothespecificservicedesired,wewill
informandupdateourclientsoneverythingnecessarytodowith
saidservice.

28

Therighttocourteousservice:itisourresponsibilityatRose
LeafCommunicationstoofferourclientsthebestofthebest.
AllmembersofRoseLeafCommunicationswillbeoffered
onepaidworkdayquarterlyforstafftohaveasavolunteer
dayandcontributetolocalcharities.
http://www.inc.com/peter-economy/a-social-responsibility-action-plan-for-2014.html
Asasociallyresponsiblecompany,wedonotdiscriminateagainstanyemployeesand
areextremelyfirmaboutprovidingasafeandnon-bullyingworkplace.Inaddition,wedo
nottolerateabuse(includingsexualharassmentandassault)withintheworkplaceand
promoteawork-lifebalanceamongemployeeswithanemphasisonemployeemental
health.
Asapublicrelationsagencywhostrivestoworkwithclientsthatareethicallyand
sociallyresponsible,weadopttheproactivestance.Weproactivelyseekopportunities
tocontributeandgivebacktothecommunity.Wehavesetupagroundworkto
providefinancialsupporttoavarietyofsocialprograms.Aswehaveanopendoor
policyatRoseLeafCommunicationsandfeelthatitisfundamentaltoourbusinessfor
allofouremployeestovoicetheiropinions.Asacompanyweselectvariouscharities
ornon-profitorganizationstodonateourtime,servicesand/orfinancialassistance
whenavailable.

Afterthoroughresearchourcompanyhascometoacollectiveagreementwith
threelocalcharitiesthatwewilldonateourtimeandresourcestooverthecourse
of2017:

1.

TheAnimalAllianceofCanada

2.

OolagenYouthMentalHealth

3.

TheRedwood

Source: Business Essentials, pg 55

29

TheAnimalAllianceof
Canada
TheAnimalAllianceofCanadaisa
federallyincorporatednon-profit
organizationcommittedtotheprotection
ofallanimalsandtothepromotionofa
harmoniousrelationshipamonghumans,
non-humansandtheenvironment
TheAACwasfoundedinAugustof1990withsupportersacrossCanadaandare
fundedentirelybyprivatedonors.Wefeelpassionateaboutthischaritybecause
asapublicrelationsfirmwewouldliketoincorporateabringyourdogtowork
policy,whilebeinganimallovers.Wefeelasasociallyconsciouspublicrelations
firmthatwecanlearnalotfromanon-profitorganizationsuchastheAAC.

OolagenYouthMental
Health
TheOolagenYouthMentalHealthisanaccredited,not-for-profitchildrensmentalhealth
agencyandUniversityofTorontoteachingfacility.Foundedin1967,Oolagenhashelped
over60,000Torontoyouthovercomethedevastatingeffectsofemotional,socialand
psychologicaldifficulties.PartneredwiththeTorontoDistrictSchoolBoard,the
ChildrensAidandCatholicChildrensAidSocieties,JewishChildandFamilyServicesand
NativeChildandFamilyServices,Oolagensgroundbreakingtechniqueshaveaproven
trackrecordofhelpingeventhemosttroubledkidsblossomintomentallyandsocially
healthy,productivemembersofsociety.

TheRedwood
TheRedWoodCharity,foundedin1993hasbeenableto
helpwomenandchildrenlivefreefromdomesticviolence,
fearandthreat.Leavinganabusivesituationisoneofthe
toughestthingsanywomanorchildhastoface.The
Redwoodprovidestheemotional,practicalandsocial
supportthatfamiliesneedtogettheirlivesbackon
track.

30

ThecorevaluesattheRedwoodCharityareself-determination,anti-racism,antioppressionandsocialjustice.ThesecorevaluesaresimilartothoseofRoseLeaf
Communications.Aswomen,andasthestartersofthispublicrelationsagencywefirmly
believeinsecondchances,safetyforwomenandchildrenandthebeliefsystemthat
thereisalwayssomeoneouttheretohelpandsupportthoseinneed.Wewanttobea
continuoussupportsystemtoeveryone:ourclients,teamandcommunity.

Asanorganizationwearenotlimitedtoonlythreecharities,butwouldliketostart
withthesethreeandcontinueaddingonanythatouremployeesalongwiththeleaders
feelpassionateabout.Wealsobelievethatvolunteering,aswellasofferingannual
donationsisessentialtobuildacommunalfoundationandhelpthoseinneed.

Wefollowfourstepsthatarerequiredinorderforouragencytobecometruly
sociallyresponsible:

1.

OurtopmanagementmuststatestrongsupportforCSRandmakeit
afactorinstrategicplanning.

2.

Thecommitteeoftopmanagerswilldevelopaplandetailingthelevel
ofsupportthatwillbeprovided.

3. Weshallelectaspecificexecutivethathasbeengivenauthoritytoact
asdirectoroftheagencyssocialagenda.

4.

Conductoccasionalsocialaudits.

Source:http://www.inc.com/peter-economy/a-social-responsibility-action-planfor-2014.html

31

GLOBAL

ISSUES
Asanestablishedproactiveagency,wearealsosociallyandenvironmentally
conscious.Westrivetoworkwiththosethatrepresentthesameinterests.Asa
domesticCanadiancompany,weintendinthefuturetoworkwithinternational
clientswithinCanadaandhopefullyexpand.Withthisinmind,weasacompanyneed
totakeintoconsiderationforeignpolicy,culturalandsocialdifferences,lawsand
regulationsandeconomicdifferences:

TheNorthAmericanFreeTradeAgreement(NAFTA)-createsafree
tradeareaforCanada,theUnitedStates,andMexico.Iteliminates
barriers,promotesfaircompetition,andincreasesinvestment
opportunities.
Weareinterestedinassistingnationalandinternationalbrandsbreak
throughtoourcanadianaudience,tosellmore,buildshare,increase
awarenessandengagetheirtargets.
Workingalongsidehotels,resorts,fashionbrandsandmore.(Hyatt,
Marriott)
Possiblyworkingwithartistsanddesignersfromabroadsuchas
LebaneseorPalestinianDesignerstoraiseawarenessofthecultural
differencesandmore.
Source: 'Business Essentials',' pg 111

32

MARKETING

ENVIRONMENT
Theagencysmarketingplaninvolvesthefollowingenvironments:

Competitive
Environment

Thecompetitiveenvironment,isadynamicsystemin
whichonesbusinesscompetes.Competitionhasbecome
essentialforthesuccessfuloperationofamarket
economyandthusprovidesthebestproductsand
servicesatthebestprices.

Thecompetitiveenvironmenthasapositiveimpactonourfirm,asitgivesan
opportunityofincreasedservices,highqualityservicesfortheclientsorbetter
customerservices.Itallowsfortheopportunityofinnovation,helpsinidentifyingour
strengthsandweaknesses,allowsustofocusonourkeycustomers,provides
opportunitiestoserveourcustomerswithexceptionalserviceandencouragesaway
ofcreativethinking.Ithelpstoidentifypotentialthreatstoourbusiness,increased
promotionsleadingtoacquiringmorecustomerbase,helpsuswithnewideasandmore
opportunitiesforemployees.

Economic
Environment

Theeconomicenvironmentinvolvesconditionsaffecting
spendingpatternsforboththebusinessandindividuals.
Economicforcesareequallychallengingto
organizationsasanyotherenvironmentandcanaffect
anorganization'scustomers,vendorsandemployees.
Economicfactorstobeconsideredwhileformingour
publicrelationsagency:
CanadianDollar
Inflation/Deflation
Employment
RateofInterest

33

PoliticalandLegal
Environment

Governmentactionsaffectingthe
operationsofacompanyformsa
political/legalenvironmentonlocal,
regional,nationalorinternationallevel.
Factorstobeconsidered:

Changesingovernmentpolicy
Increaseordecreaseintax
Impactoneconomy
Changesinregulation

Technological
Environment

Thetechnologicalenvironmentplaysanimportantrolein
mediadelivery.Thepublicrelationsagencyhastobeable
tostayabreastoftrendsandinnovationsofthe
commonlyusedITtoolsandsoftware.

Theeffectsoftechnologicalenvironmentontheagencycanbe:
oMediamanipulationtoolshavetobeupgradedandtheadvertisingsoftwares.
oTheagencyhastobeinconstantcommunicationswiththesuppliersand
clients.AsaresultEnterpriseResourcePlanning(ERP)softwarehastobe
utilizedeffectivelyandefficiently.
oTobeup-to-datewithsocialnetworkingwebsitesandtheadvanced
technologiesusedbythegeneralpublicsoastobewellinformedandimplement
PRcampaignsandstrategiesaccordingly.

SocialandCultural
Environment
PRagenciesdealwithvariousorganizationsandgroupsandthus
mustbeawareofsocialnormsanddisplayproperetiquette.A
largesourceofbusinessforPRagenciesaregeneratedby
wordofmouthandrecommendationswhichrequiresgoodsocial
skillsonthepartoftheemployees.Campaigns,eventsand
strategiesalsorequireknowledgeofcurrentsocialandcultural
climatessoPRagenciesmustbeawareofsocialtrends.Lastly,
becausePRagenciesmayalsobecalledbycompaniestomanage
crisissituations,theymustbeabletodealwithhighlystressful
environmentsinvolvingthepublic.

34

SWOT

ANALYSIS
STRENGTHS
Ouragencyoffersthefollowingadvantages:
Beingaculturallydiversegroupofwomen;weunderstandtrends
Strongprofessionalrelationshipswithintheindustry.
Thedesiretodevelopacustomer-centricbusiness.
Octanelistofprospectiveclients.
Whatwedobetterthananyoneelse?
Seamlesscommunicationwithjournalists,broadcasters,stylists,
lifestyleandentertainmentbloggersandskillfulsocialmediaeditors
Identifyingabrandsstoryandcommunicatingitwithefficiency.
ThoroughstudyofourPRstrategiesandprovidingourclientswith
authentic,thoughtful,creativeandimpactfulguidance.
Emergingintermsofideageneration,executionandresults.
oEmployeeRetention
oProfitability
oLocation
oCrisismanagement
Whatdocompetitorsseeasourstrengths?
oCustomerService
oProductivity
oCoreValues
oCompetitiveAnalysis
WhatisourUniqueSellingProposition(USP)?
Whiledealingwithourclients,wegiveahigherconsiderationtothe
environmentandcatertobrandsthataresociallyresponsible.

35

WEAKNESSES
Toimprove:
Increasingstrategiesofcommunications
Toavoid:
Focusingonquantitymorethanthequality
Weaknesseslikelytobeseenbycompetitors:
Comparativelynewerinmarket
Factorsthatcanreducesales:
Lowadaptabilitytochange

OPPORTUNITIES

EconomicsshiftsindemandandsupplyinthePRindustry
Contentmarketing-canprovidestrongadvancementforourPRfirm

THREATS
Localcompetition
Loss
Digitaladvancement

36

OUR CLIENTS

TARGET MARKETING
AtRoseLeafCommunications,wepartnerwithlocalTorontoandCanadianbased
clientsthatmaintainacertainstandardofsocialresponsibilitybynottestingonanimals
andnotharmingtheenvironmentintheprocessofconductingandexecutingbusiness
.
Examplesofsociallyresponsiblebrands:Risque,MiniMioche,AlternativeApparel,Urban
RenewalbyUrbanOutfittersandGreenRoombyASOS.
RoseLeafCommunicationstargetmarketconsistsofclientsinthelifestyleand
entertainmentindustryspecializinginfashion,beauty,andlocalentertainment.

37

OUR

SERVICES
Service/Product
FeaturesandBenefits:
communicationsandsocialmediastrategyplans,
branding,
events,
marketing
mediaandinfluencerengagement,webuild,maintainandprotect
thereputationofourclientsbrand.

38

PRODUCT

DIFFERENTIATION

Wecatertoanichemarketandaudience.
Wevaluesocialandcorporateresponsibilityoveranextravagantandout-ofreachimage.
Weleverageabrandscultbrandfollowing.ExampleifourclientisApple,they
willhavealoyalcustomerbasethatwecanhaveaccesstowhenweconduct
PRcampaigns.
Focusingonasmallertargetmarketallowsustopullourresourcesintoone
areaoffocus,whichwillbenefittheclientswithbetterserviceandwillsave
usfromhavingtostretchoutresourcesacrossthemasses.
Wefocusonhands-onapproachwhileprovidingcommunicationsstrategiesto
ourclient.
Whenitcomestocrisismanagement,weaddresssituationsimmediately.
RoseLeafCommunicationshaspartnershipswithlocalyogastudiosthat
provideouremployeeswithmembershiptohelpfocusandclaimthemind.Since
RoseLeafCommunicationsisalifestyleagency,itisimportanttomaintaina
creativeandpositiveatmosphere.

39

HOW DO

WE DO IT?

Wedevelopconstantstrategicplansperclientsneedsthathighlights
theirbrandsnarrativewhileengagingwithourhugenetworkof
ambassadorsandsocialmediareach.

Wecustombuildourclientsonlinestrategybasedontheirneedsand
objectives.
Weenhancecontenteffortsofourclientsbyintegratinginfluencer
marketingintotheirmix.

Byidentifyingeachopportunity,wemakeeverypossibleeffortto
buildamemorableevent,whilespecializeinfindinguniquelocationsand
creatingspecificthemesthatinspire.

Whenitcomestoimplyingthestrategies,wemakeourselvesavailable
24/7toourclientsandguidethemtoworkthroughtheproposed
communicationplan.

WewantRoseLeafCommunicationstobeaplacewhereallideasare
heardandtakenintoconsiderationforthebestpossibleoutcome.We
donotbelieveinputtinganyonebeforeoneanother,asweleadasa
unit.
BycreatingaCorporateSocialResponsibilityplan,RoseLeaf
Communicationscanimplementbalancewithinitscommitmentsto
organizationalstakeholders.Anygroups,individuals,andorganizations
thataredirectlyaffectedbyourpracticesandthatthereforehave
astakeinitsperformancesaretakenintoconsideration.

40

OUR

PRICING
Asweareanewcompanywewillpricecompetitivelyandmatchthe
pricessetbyourcompetitors.Eventhoughweareanewcompanywe
cannotaffordtopriceourserviceslowertobeatourcompetition
becauserunningaPRcampaigninvolvesmultipleandvariablecosts.
Factorstotakeinconsiderationwhilecreatingpricingstrategy:
Dedicatedemployeesworkingonaclientproject
Travelexpenses
Scopeofworktobecoveredaccordingtotheengagementwithclients
Thirdpartysuppliercost
Competition
Sizeoftargetgroup/audience
Clientsdesiretopay
Durationofproject
Wehavefairpricesbasedontheworktoberendered.Wewill
differentiateourselvesfromthecompetitionthroughourmarketingmix.
Ourpricingstrategywillbebasedonperprojectestimate,whichwillbe
takenintoconsideration,numberofhoursrequiredtocompletethe
projectandtheresourcesrequiredforcompletion.Thehourlyrate
rangesfrom$75-$250.

41

ONLINE

BUSINESS

Fixedvs.DynamicPricing
Whilebillingonanhourlybasis,thefollowingneedstobeconsidered

Trackingandmanagingtimeaccuratelybyusingtimetrackingsoftwareto
ensureaccuratebilling(canconsiderusingSlimTimer).
Requisitedescriptionthroughbillingstatementsofhowtimeisspentandadequate
listingontheactivityanditspurpose.Thisisimportanttopreventthebilling
statementsfrombeingquestionedbytheclient.
Itisimportanttotakeintoconsiderationfixedandvariableexpenses,while
decidingonthehourlyrate,likerent,mediamonitoringanddatabaseservices,
staffingcosts,etc.
Determininganindividual'sworthonhourlybasis,allowsflexibilityintermsofbeing
abletoofferservicestoclientswithsmallerbudgetsservicesalongwithmore
tailoredplanwhichrequireslesshours.
PRhasbecomeacompetitiveindustryandbudgetshavebeenreducingoverthe
years.Although,bydevelopingastructuredmethodtodefinehourlyrate,one
canensureanefficientpricingstructuretomeettherequirementsand
budgetaryrestrictionsofanyclient.

42

OUR

PROMOTION MIX
Keyobjectivesofpromotionstrategy:
Toincreaseproduct/serviceawareness&knowledge
Toincreaseproduct/serviceinclination
Tohelppositionourservicesandaddvalue
Tohelpstabilizesalesvolume
PromotionStrategies:
Wepreferpullstrategytopromoteourservices.Bypullstrategy,one
promotesdirectlytoconsumers,whodemandtheproductfrom
intermediaries.
SalesPromotion:
Theprocessofpersuadingaclienttobuyyourservices.
Publicity:
Doingunpaidservicesforexposureofourcompany.
PersonalSelling:
Dealingwithprospectiveclientsonaonetoonebasis.
Advertising:
Grabbingpublicattentionthroughpaidmedialikemagazinesandwebsites.
Ourmostpreferredpromotionalactivitieswouldbeadvertisingand
strategicnetworking.
Havingdefinedtheaudience,createdmessagesandfixedgoals,one
canthendecideontheavenuestopursuetocommunicatethe
messages.Afterbeingthoroughwiththeresearch,weknowthebest
possiblewaytoreachouraudience.Theadvertisingstrategiesshall
includeapressreleasetolocalnewspapers,customizedpageona
socialnetworkingsite,anewfeaturetothecompanyswebsite,anda
launchorfundraisingevent.

43

PLACE

STRATEGY
Theservicewillbedistributedbasedontheneedsofthebusinessandourclients.
Oftenthiswilloccurfromourofficeandonoccasioniftheworkspecificsthenon
site.
BeingaPRagency,communicationisthemostimportantcomponentinourdistribution
mix..Communicationisfurtherbuiltuponbymeansofsymbolicorverbalcommunication
likenewspapers,email,telephones,television,radio,etc.,usedtocreatenetworksand
shareinformation.
Wewillcommunicatetothepublicandouraudiencesthroughtheuseofvarioussocial
networkingandonlineplatforms:

44

OPERATIONAL

PLAN
RoseLeafCommunicationsisaprivatelyheldbusinessownedbyitsfourequally
sharingpartners.Theagencydoesnotofferortradecompanystock,also
knownasshares,tothegeneralpubliconthestockmarketexchange.Any
companystockisownedandtradedprivatelyatthediscretionofthebusiness
owners.

BusinessPermitandLicenseInformation
Cost:$360
Renewal:None
ThisformmustbecompletedandsubmittedtoCPPSBinorder
toincorporateabusinessinOntario:
Form

MasterBusinessLicense
Cost:$26fordocumentation,$60forregistration,$60forrenewal
RenewalPeriod:every5years
AMasterBusinessLicenceconfirmsthatabusinessnamehasbeenregisteredonthe
publicrecordmaintainedbytheMinistryofGovernmentandConsumerServices,Companies
andPersonalPropertySecurityBranch.Itincludestheregistrationandexpirydates,aswell
astheBusinessIdentificationNumber.Itcanalsobeusedasproofofregistrationfora
businessnameatfinancialinstitutions.ABusinessNameregistrationisrequiredtobe
renewedeveryfiveyearsandanewMasterBusinessLicencewillbeissued.
Prerequisites:YoucanregisteryourbusinessnameandreceiveaMasterBusiness
Licenceonlineifyourbusinessisasoleproprietorship,generalpartnershiporanexisting
corporation.
ThisformmustbecompletedandsubmittedtotheCompaniesandPersonalProperty
SecurityBranchinordertoregister,renew,amendorcancelabusinessname
registrationforasoleproprietorshiporgeneralpartnership.
Form
Source: http://bit.ly/2gp3Vni

45

FederalBusinessRegistration
Toregisteryourbusiness,youmayneedabusinessnumber.Anumberis
necessaryifyourequire:
GST/HST
Payroll
Excise
Corporateincometax
Import/exportaccount
Registrationismandatoryifyourbusinessmakes$30,000ormoreperyear.
Conditionsapply.
Form
Source: http://bit.ly/2gPjbxp

WorkplaceInsuranceCoverage
RoseLeafCommunicationsobtainsworkplaceinsurancecoveragefromthe
WorkplaceSafetyandInsuranceBoard(WSIB).
WhatistheWSIB?
TheWSIBisanindependenttrustagencythatadministerscompensationandnofaultinsuranceforOntarioworkplaces.WSIBiscommittedtodeliveringwhat
matterstotheworkersandemployersofOntario:fast,accessibleserviceand
fairbenefitsatafairprice.
Source: http://bit.ly/2gbHSTz
Smallbusinessesenjoyanumberofleadingedgeservicesandprogramsand
comprehensivebenefitsfortheirworkers.WSIBalsohasseveralincentive
programsthatcanlowerpremiumsandproviderebateswhileimprovingthe
workplaceshealthandsafety.WSIBsgoalistotakecareofallofRoseLeaf
Communicationsworkplaceinsuranceneedssothatwecangetbacktorunning
ourbusinesseffectively.
Financialsecurity:
No-faultinsurancetoprotectthebusinessfromcostlycourtsettlements
WSIBbenefitsregardlessofthesize,riskorindustry
Taxdeductionsforpremiums-notaffectedbyHST
Lowadministrationcostsforpremiumscomparedtootherprovincial
workerscompensationboardsandprivateinsurers

46

Valueforyourpremiumdollars:
14regionalofficesacrossOntarioprovidinglocalbusinessexpertise
HealthandSafetyAssociationindustrysupport,trainingandeducation
Multilingualandcommunityoutreachprograms
SecureeServicessobusinesscanbeexecutedquickly,easily,andwhenitis
convenientforyouwithWSIB
Incentiveprograms:
TheMeritAdjustedPremium(MAP)programcanlowerpremiumswhenthebusiness
improveshealthandsafety
TheSafeCommunitiesIncentiveProgram(SCIP)provideshealthandsafetytraining
andresources.Firmscanreceiveafixed5%rebateontheirWSIBpremiumsupon
successfulcompletionofSCIP
TheSafetyGroupsProgrambringsbusinessestogethertosharebestpracticesin
workplacehealthandsafety.Byimprovingoverallhealthandsafetyperformance,
thebusinesscanreduceWSIBpremiumsandearnfinancialrebates
TheWorkwellProgramhelpsthebusinessassessitscurrenthealthandsafety
standardsandprovidespracticalsafetymanagementtoolssizedtofitbusiness
needs
Source: http://bit.ly/2gPt9yY

WhatcoveragedoestheWSIBprovide?
Employerspaypremiumsinexchangeforworkplaceinsurance,whichmeans
differentthingstoworkersandtoemployers.
Foremployersitmeans:
WithWSIBcoverage,yougenerallydontneedtoworryaboutbeingsuedbyyour
coveredworkers.Yougetaffordableworkplaceinsuranceyoucanrelyonto
protectyouandyourworkers.TheWSIBworksforyoubyprovidingguaranteed
no-faultworkplaceinsurancethatprotectsyoufromcostlycourtsettlementsand
providesservicesandsupportwhenyouneedit.
Forworkersitmeans:
Dependingonthesituation,theWSIBmayprovide:
Lossofearningsbenefitswithsupportgettingthemsafelybacktowork.Thiscan
includeworkingwithyouandyourworkertoadjusttheirduties,orpayingforthem
togotoschooltolearnnewskillsiftheycantreturntotheiroriginaljob.Plus
coverageforhealthcarecosts
Source: http://bit.ly/2gbHSTz

47

ErrorsandOmissionsInsurance
AIGCanadahasprovidedinsurancesolutionsfor50yearsandisfederally
licensedtooperateinallprovincesandterritoriesinCanada.AIGCanadais
oneofthecountrysleadingpropertyandcasualtyinsurancecompanies,
providingawiderangeofbusinessandconsumerproductstothe
marketplacethroughanetworkofindependentbrokers.
AIGprovidescommercialandconsumerinsurancesolutionstomid-sizedand
largecompanies,multinationals,entrepreneurs,individuals,expatriates,andnonprofitorganizations.
AIGsgoalistoprovidecustomerswithabroadarrayofinsuranceproducts
thathelpmanagevirtuallyanyriskwithconfidence.AIGisatitsbestwhenit
empowerseachandeveryoneofitscustomerstobeattheirbestasthey
strivetorealizetheirdreams,andfindsuccesseveryday.
Source: http://www.aig.ca/aboutus
ManagementLiability
AIGofferstherobustriskappetiteandfinancialstrengthneededtoaddress
emerging&challengingexposures.
AIGofferssolutionsthatrespondtothemanagementexposuresofpublic,
privateandnon-profitcompaniesincludingdirectors&officersliability,
employmentpracticesliability,crimeanddishonestyandfiduciaryliability.
Source: http://www.aig.ca/business/products/management-liability
CrimeGuardChoice
CrimeLiabilityprotectionforcompaniesagainstthedishonestactsoftheir
employeesaswellasforgery,safeburglaryandcomputerfraudonaglobal
basis.

48

FINANCIAL

PLAN
SecurementofFinancing
RoseLeafCommunicationswillapplyforvariousgovernment
grantsandloans,inadditiontoreceivingpotentialfundingfrom
banksthroughtheprocessofacquiringloans.Allpotentialsources
offundingwillbedenotedbelow.
PersonalContribution
Allownerswillprovideaninvestmentof$5,000towardsthe
business.Thisinvestmentisnotexpectedtobereturnedtoanyof
theownersatanypointintime.Thetotalsumgeneratedfrom
personalinvestmentis$20,000.
LoveMoney
Amongsttheownersfriendsandfamilyafinancialcontributionof
$25,000canbesecuredforthebusiness.Thisinvestmentisnot
expectedtobereturnedtoanyofthefinancialdonorsatany
pointintime.
Collateral
ForanysecuredloansacquiredbyRoseLeafCommunicationsthe
companywilluseaccountsreceivableascollateral.Thisprocessis
calledpledgingaccountsreceivableandwilltakeintoeffectifRose
LeafCommunicationsfailstopayaloanwithintheagreedupterms
andconditions.Intheeventofnon-payment,thelendermayseizethe
receivables.
Source: Business Essentials, pg 363

49

GovernmentLoansandBursaries
Business Development Bank of Canada

(BDC)

BusinessDevelopmentBankofCanada(BDC)isafinancialinstitution
ownedbythefederalgovernment.BDCoffersexcellentassistanceto
entrepreneursthroughlending,investing,andreasonable-costconsulting
programs.
Source: Business Essentials, pg 114
Startupfinancing:
BenefitfromacompletesolutionandBDC'sextensiveexperiencein
start-upfinancing.Oneofthebiggestchallengesforsmall
businessesisgettingadequatefinancing.That'swhyBDC'sstart-up
financingisdesignedtoprovideacompletesolutiontohelp
entrepreneursachievetheirgoals.
Foranewbusinessinthestartupphaseorfirst12monthsof
sales,wecanprovidefundstoinvestin:
Workingcapitaltosupplementanexistinglineofcredit
Fixedassets
Fundmarketingandstart-upfees
Afranchisepurchase
Consultingservices
Toqualifyforfinancing,onemust:
Demonstraterealisticmarketandsalespotential
Provideasolidbusinessplan
Haveexperienceorexpertiseinyourchosenfield
Demonstratekeypersonalcharacteristicsofasuccessfulentrepreneur
Haveacompetentmanagementteam
Haveareasonablefinancialinvestmentintheenterprise
Providepersonalandcreditreferences
Peaceofmind:
Stabletermsandconditionsthatdon'tchangewithoutduecause.
Source: https://www.bdc.ca/en/financing/business-loans/pages/financing-starting-abusiness.aspx

50

BDCcanprovidealoanupto$100,000fornewandemergingbusinesses.
Thebelowformbeginstheapplicationprocess.
Form

Canada Job Grant

HowdoestheCanadaJobGrantwork?
Asanemployer,oneisinthebestpositiontoidentifytheskillsyour
businessneedsorareaswhereyouarehavingdifficultyfinding
workerswiththerightskills.
TheCanadaJobGrantoffersfundingtowardthecostoftraining
providedbyeligiblethird-partytrainers.Thetotalcostoftrainingwillbe
sharedbetweentheGovernmentofCanadaandemployers.
TheGovernmentofCanadacouldprovidetwo-thirdsofthecostof
training,uptoamaximumof$10,000pergrant.Employerswillbe
requiredtocontributetheremainingone-thirdofthetrainingcosts.
Smallbusinesseswith50orfeweremployeescouldalsobenefitfrom
flexiblearrangements,suchasthepotentialtocountwagesaspartof
theiremployercontribution.
WhattypeoftrainingcanIprovide?
TheCanadaJobGrantprovidesfundingfortrainingprogramsoffered
byeligiblethird-partytrainers,suchascommunityorcareercolleges,
tradeunioncentresorprivatetrainers.
Trainingcantakeplaceinavarietyofsettings,includingaclassroom,at
aworkplaceoronline.
Whocanapply?
Anybusiness,includingnot-for-profitorganizations,withaplanto
trainCanadiansforaneworbetterjobiseligibletoapply.

Source: http://www.esdc.gc.ca/en/job_grant/employers.page

51

Career Focus

CareerFocusprovidesfundingforemployersandorganizations
todesignanddeliverarangeofactivitiesthatenableyouthmake
moreinformedcareerdecisionsanddeveloptheirskills.
CareerFocusaimsto:
increasethesupplyofhighlyqualifiedworkers;
facilitatethetransitionofhighly-skilledyoungpeopletoarapidly
changinglabourmarket;
promotethebenefitsofadvancedstudies;and,
demonstratefederalleadershipbyinvestingintheskillsrequired
tomeettheneedsoftheknowledgeeconomy.
Source: http://www.servicecanada.gc.ca/eng/epb/yi/yep/newprog
/career.shtml

Futurpreneur Canada Start Up Program

Ifbetweentheagesof18and39,onecouldgetaloanof$15,000to
startorbuyabusiness.
Tobeeligible,onewillneedto:
Createabusinessplanforabusinessthatwillemployyoufulltime
Workwithamentorfortwoyears
Ownatleast51%ofyourbusiness
Onecannotusethefundstopayexistingdebts.Oneneedstorepay
theloanandpayadministrativefees.
Ifonequalifies,onecanalsoapplyforanextra$30,000throughthe
FuturpreneurCanada-BDCStart-UpProgram.
Source: http://www.canadabusiness.ca/programs/futurpreneurcanada-start-up-program-1/

52

Microlending for Women in Ontario Program

AsawomanentrepreneurincertainregionsofOntario,
onemaybeabletoapplytoalocalprogramprovider
offeringbusinesstrainingandmicroloanstowomenfacing
low-incomeandotherchallenges.
Businessstart-uploanscanrangefrom$5,000upto
$15,000.Localprovidersmayfocusonwomen
entrepreneurswhoare:
Membersofavisibleminority
Aboriginal
Francophone
Seniors
Youths
Newcomers
Peoplewithdisabilities
Source: http://www.canadabusiness.ca/programs/microlendingfor-women-in-ontario-program-1/

Starter Company

IfanapplicantisanOntarioresidentbetweentheagesof
18and29,andnotattendingschoolfulltime,theymaybe
eligibletoapplyforfundingofupto$5,000tostartor
expandyourbusiness.
Theycouldalsoreceive:
One-on-oneguidancefromabusinessadvisor
Mentoringfromalocalentrepreneur
Trainingthroughbusinessworkshops
Businessexperiencethatcouldhelpthemobtainother
traditionalfinancing
Theapplicantneedstocontribute25%ofthegrantincash
orinkind.
Source: http://www.canadabusiness.ca/programs/starter-company-1/

53

BankLoansandLineofCredits
BMO

SmallBusinessLineofCredit
Asimpleandflexiblefinancingsolution.Borrowwhatyouneed,
whenyouneedit.Payinterestonlyonwhatyoutakeout.Geteasy
accesstofunds.One-time,no-feeapplication.Lessthan$50,000
Source: https://www.bmo.com/main/business/loansmortgages/overview#smallbiz
CIBC

Designedtohelpasmallbusinesspurchasefixedassetsorhelp
financeacompany'slong-termgrowth,CIBCSmallBusiness
Loansareavailableinanyamountover$10,000,withloanrates
thatarecompetitiveandconvenient.
Isitforyou?
CIBCSmallBusinessLoanscouldbeforyouifyou:
Needmoneytopurchaseequipmentorfixedassets,ormake
improvementstocapitalassets
Wantprotectionagainstshort-terminterestratefluctuations
Wanttomakerepaymentsinlinewithyourbusinessseasonal
cashflows
Optionalfeatures
Optionofeithercompetitivefixedorvariableinterestrates
Repaymentoptionsforfixedratesinclude:
Blendedprincipalandinterest
Principalplusinterestwithprincipalpayablemonthlyorquarterly
Prepaymentofvariableinterestrateloanswithoutprepayment
penalties
Loanrepaymentsettomatchyourcashflowneeds,basedon
theusefullifeoftheassetfinanced
Source: http://bit.ly/ZXYfYz

54

PayrollServices
BMO

ADPPayrollServices
Accesseverythingabusinessneedstohelpimprovecompliance,
reducecostsandgetthebestoutofthemostimportantasset:
employees.
Enjoytwomonthsoffreepayrollprocessing,freesetupand
freeinitialT4productionfromADPbysimplifyingpayrollforthe
smallbusiness.
LetADPhelpthebusiness:
Feelconfidentyourstaffwillbepaidaccuratelyandontime
Staycurrentwithprovincialandfederallegislation
SavetimebyautomatingRecordsofEmploymentandbyhaving
taxremittancesandT4sfiledonyourbehalf
Easilyaccessonlinereporting&paystubs
StreamlineyourTime&AttendanceManagement
WhyisADPtheCanadianleaderinHumanCapitalManagement?
Ourcustomersenjoy:
Afast,simpleandprofessionalpayroll
Acloud-basedoroutsourcedpayrollthathelpsyougetyourteam
paidontime,everytime
Integrated,cloud-basedtoolstohelpyoumanagetimeand
attendance,recruiting,performance,compensationandmore
Accesstofullyoutsourced,sharedHRserviceswithdesignated
HRexperts,aswellason-demandaccesstopayroll,talentand
otherspecialists

Source: https://www.bmo.com/main/business/payments-payroll/adp

55

INCOME AND

PAYMENTS
RoseLeafCommunicationsplanstosourcetwonewclientspermonthforthe
firstthreemonthsofbusinessbetweenJanuaryandMarch.Ourpublicrelations
agencywilldedicateourtimeandservicestothesenewclientswhilecontinuously
buildingourbusiness'reputationandassets.EffectiveasofMarch,RoseLeaf
Communicationswillsourceandacceptclientsonacasebycasebasisdependent
uponourresourcesandtime.
RoseLeafCommunicationsisexpectedtoearnaminimumof$6,000fromclient
servicespermonth.Thiscalculationwasachievedbydedicating20hoursaweek
toourclientsataminimumestimatedrateof$75/hour.Asbusinessandexpertise
increasesourhourlyrateswillincrease.Ourcurrenthourlyratesrangefrom
$75-$250perhourbasedontheprojectandservicesrequired.
AllInternsarerecruitedeachnewquarterandservetheirentiretermthroughout
thatthreemonthperiod.Internsarenotpaidfortheirservicesbutreceive
experience,mentoringandreferencesuponcompletionoftheirinternship.After6
monthsofbeinginbusiness,RoseLeafCommunicationswillre-evaluatethe
business'abilitybasedoncoststohiresuccessfulinternsthathavedemonstrated
astrongworthethicandthecorporatecultureofourbusiness.
ThepartnershipthatRoseLeafCommunicationshaswiththeEastRoompermitsall
oftheiron-handresourcestobeusedbyourcompany.Allfurnitureisincluded
withtherentpaidonamonthlybasis,aswellas,theuseofallroomsandEast
Roomproperty.TheownersofRoseLeafCommunicationswillprovidetheirown
computers,software,printersandanyadditionaltechnologyasfixedassetsat
theirownexpense.InternsareexpectedtohaveaMacBookuponhiretoexecute
theirdutiesandresponsibilities.
Thecompanywillpayanestimated$150amonthoninsurancefromWSIBandAIG.
RoseLeafCommunicationswilluseconsultingresources,includingbutnotlimitedto
lawyersandaccountants,onaquarterlybasisforanestimatedcostof$500.An
additional$100amonthwillcoverourpayrollcostsuponthecompletionofthefree
2monthtrialperiod.

56

RoseLeafCommunicationswillpayanestimated$446withinthefirstyearof
businessforgovernmentrequireddocumentationandbusinesslicenses.TheMaster
BusinessLicensedoesnotrequirearenewaluntilthecompletionofa5yearterm
atwhichpointthecompanywillpayanadditionalestimatedamountof$86.
Transportationrequiredoftheownersforclientpurposeswillbebilledtothe
clientbasedonastandardtransportationcostofgasandmileage.Ifadditionallong
distancetravelisrequiredtheclientsarerequiredtopayforcostand
accommodationasagreeduponinthecontract.Allstaffarerequiredtopaytheir
owntransportationcosttoandfromtheoffice.Theofficeprovides
complimentaryparkingonthegroundsforourbusiness'use.
RoseLeafCommunicationswillspendanapproximate$300permonthon
advertisingandmarketing.Thisincludesallwebsite,socialmedia,onlinedigitalcosts,
magazinesandbillboards,tonameafew.Thecompanyplanstocontinueits
marketingandadvertisingstrategyforthefirsttwoyearsofbusinessasthe
companyisestablishingitsreputationandbuildingclientele.Aftertwoyearsthe
companywillre-evaluatemarketingandadvertisingcosts.
Theagencyisexpectedtospend$250monthlyonallmembershipsandnetworking
opportunities.ItisimperativethatRoseLeafCommunicationstakesadvantageof
everypublicrelationsfunctionwithinthecityandgreaterGTAtofurther
establishthebusiness.
Ourfoodandbeveragecostrangesfrom$150-$200onaweeklybasisdependent
onclientsvisitingourofficesandquarterlymeetings.Weproviderefreshments
andfoodtoourinterns3timesaweekandthenprovideadiscountcardto
partneredfoodandbeveragecompaniesthatfulfillourcorporatephilosophy.
AtRoseLeafCommunicationswebelieveinstayingcurrentonentertainment
andwhilewehavefreemembershiptoTheRoomlocatedatEastRoom,we
haveamonthlybudgetof$100tocoveranyadditionalevents.

57

IncomeStatement
YearOne

58

IncomeStatement
YearTwo

59

StartUpCosts

60

BalanceSheet

61

RISK

MANAGEMENT
Possible health and safety risks in Rose Leaf
Communications consist of a member of the team

unable to work due to sickness or leave of absence

Toovercomethisriskwewouldhireatemporarycontract
replacementwiththequalifiedexpertisetocoverthetasksand
dutiesinvolved.Theaffectedclientswillbecontactedandanew
contractwillbeconstructedtonotetherevisionsand
demonstratetheirapprovaloftheadjustments.RoseLeaf
Communicationspartnerswillmonitorandtouch-baseregularly
withthetemptoensureproperexecutionoftasksand
adherencetocompanypoliciesandprocedures.

What if the demand for our goods or services decreases

Toovercometheriskofdecreasedemandforourgoodsand
serviceswehaveinvested$150onamonthlybasisforpersonal
developmentandgrowth.Bystayingcurrentandup-to-datewith
markettrendsthistypeofriskcanbeavoided.Ifcurrent
servicesbecomeoutdatedornolongerrequiredthennew
servicescanbeputinplacetoovercomemonetarylossand
satisfythenewmarketdesires.RoseLeafCommunicationswill
seekriskretentionshouldthecompanyfinditselfinabusiness
positionofnotbeingcurrentwithmarkettrendsanddemands.
Thecompanywillassumeandretainthefinancialconsequencesof
researchingnewmarketgoods/servicesandtrainallstaffonthe
requiredprocesses.

62

What if the number of competitors increases

RoseLeafCommunicationsisestablishingitselfasacompany
rootedincorporatesocialresponsibility.Thisisadifferentiating
factorfromourcompetitors.Shouldasituationarisewhere
competitorsbecomeapotentialthreattothebusinessthenthe
companywilllaunchriskcontrol.Theownerswillconnectwithall
clientstoreassurethemofthecompanysbusinessandstrong
relationswithintheindustryasameansofloss-prevention
techniquestominimizethefrequencyoflosses.

What if a major ad campaign turns sour

Intheeventofamajoradcampaignturningsourthecompany
willresorttorisktransfer.Thefinancialriskwillbe
transferredtoaninsurancecompanytohelpthecompany
copewiththefinancialneedsduringtheperiodofcrisis
managementandbrandrebuilding.RoseLeafCommunicationswill
useallavailableresourcestoovercomethistemporarycrisis.

63

Conclusion

Thankyouforyourinterestininvesting
withRoseLeafCommunications.
Welookforwardtoworkingwithyouand
bringingcommunicationtolifewiththis
excitingbusinessventure.

64

APPENDIX

ii

iii

iv

vi

vii