1 Marketing Plan Developing Your Career Russell Cook

Growing Music Production

Website - http://growingmusic.wordpress.com/ Facebook - http://www.facebook.com/pages/Growing-musicproduction/278353218888357

Contents

Marketing Plan: PP 222 Budget: PP 23-30 Biography: PP 31 Photos: PP 32-33 Critical Analysis: PP 34-36 Bibliography: PP 37 Appendices: PP 38- 53

Marketing Plan
Date: 05/01/2012 1. Business Details Names of business owners Name of Business Business Address Russell Cook; James Saunders Growing Music Production Growing Music Productions Audio Flow Studios Unit 3b Pershore Trading Estate Station Road Pershore Worcestershire WR10 2DD 0************ 2 W**l****h Street London S** *AX 05/01/2012 LLP Audio Engineering and Music Production

Postcode Telephone Home Address Postcode Date Business Commenced Legal Status Principal Activities

2. Growing: aims and objectives

Aim Attract local musicians, choirs, schools, and corporate business to the services offered by Growing Music Production, with the goal of eventually attracting aspiring artists and labels for professional work.

3 Objectives For an objective to achieve maximum effect it needs to be SMART1: Specific objective needs to be clear and not open to interpretation Measurable Some kind of numerical or other measure to quantify the objective Achievable Objective must be achievable Realistic Objective must make sense within the context of the business situation and strategy Timebound Must be an implemented timescale.

The following adheres to the above criteria and will help Growing establish its goals. Growings objectives are: 1. To develop an understanding of the local market and the requirements local musicians may have in order to ascertain which services are required but also those that need aggressive promotion. Specific a concise report detailing the wants and needs of local and regional musicians Measurable interviews with local and regional musicians will be conducted to obtain relevant information Achievable local musicians are in abundance and readily available. Interviews will be face-to-face and efficient. Realistic musicians will be more than prepared to offer their thoughts when they are offered a 15% reduction on their next booking with Growing. Timebound Interviews will be conducted during first two weeks of business.

2. To establish industry awareness specific to our target market in year one Specific Growing would like 60% of its year one clients to say that they heard of Growing through one of our methods of advertising or chose Growing as a result of the March Marketing Campaign. Measurable at end of each session, client(s) will be asked to complete survey. Achievable focused plan to advertise, promote and market business that will ensure majority of business will stem from some method of promotion or initial marketing campaign.

Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, Volume 70, Issue 11(AMA FORUM), pp. 35-36.
1

4 Realistic Although there are competitors within the region, due to the lack of marketing campaign required, based on my research and experience, local musicians have little knowledge of them giving us a competitive advantage. Timebound Growing will assess at the end of year one.

3. To achieve Growings Year One sales target of 13k (see budget) Specific achieve on or above projected sales of 13k from bookings before expenses are deducted. Measurable profit and loss statements for the year will establish the exact amount of revenue made from bookings. Achievable based on conservative projections for 2012. Growing already has interest amongst local musicians and will obtain further business by word-of-mouth. Realistic - 13k is based on bookings at competitive rate for the region. Competitive rate is possible as there will be very little overhead in year one. Timebound measured at the end of year one.

With the SMART criteria in mind, Growings strategic marketing plan has been created to ensure all targets are met. Marketing Plan Summary Growings marketing plan for the first year is to focus on local communities starting with a month long campaign in April 2012. During that month Growing will hold 3 separate battle of the bands: in Worcester, Redditch and Stratford. Each event will charge a fee on the door with all proceeds, minus a cut for the venues (when required), going to local charity. Not only will Growing be displaying its commitment to local bands but also to local charity, and as a result it will promote its services through local press, radio and television for free. The overall goal of the plan is to plot a road map for the development of Growing within its first year, with an eye on the future and the development of the partnership. Achievable goals will be marked clearly that will enable Growing to become a professional partnership, producing the highest quality music at the highest level, whilst still retaining a commitment toward and respect for the potential of local musicianship. Mission Statement Growings musicians-turned-producers will provide clients with the comfort of knowing that when they work with Growing they will be working with a team that has had the shoe on the other musical foot, giving them the tools and knowledge to help a project grow and reach its full potential. In addition, Growing will have a commitment to its local community, providing its services for charitable causes and the growth of local musicians.

3. Internal Landscape
To understand how best to market Growing the internal landscape needs to be understood, as practically everything that we do in business or marketing as individuals or groups or as a firm, to either induce or influence the demand for our products, goods or services revolves around the five Ps of marketing2; these are product, price, promotion, place, and people. Product Service Audio Engineering In-House Features Unique acoustics Professional environment Professional Mix Quality Professional Mastering Professional Equipment Clients choice of location Help with structure of songs, arrangement of lyrics and melodies, rhythm section organisation Production planning for studio Benefits A sound that cannot be achieved elsewhere Necessary location to inspire best results Compete with the rest As above Top quality sound Convenience and comfort This service will enable musicians/artist s to prepare their music ready for recording, to maximise its potential Chronological mapping of session enabling session to run smoothly and for client to get the most out of the money they

PreProduction with producer

Lao, F. M JR., 1998. Marketing Management. Quezon City: Rex Printing Company.
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6 spend. When recording in the studio it is very easy to lose sight of the goals you set beforehand, and in turn let time slip away from you. A producer will help to manage this effectively while offering words of constructive criticism, motivation, and encouragement. Provision of mediation between artists and engineer, enabling musicians to relax during the recording of their music. Empathetic ear that will help to translate concerns into something productive. Quick notes from experienced producer and seasoned musician on the shape of an artists music. Simple service, and good revenue earner. Musicians can utilise space they are familiar with and happy with acoustically. Very convenient

Producer

Assisting with tracking, ensuring all parts are laid down correctly, with the right sounds, and ensure that is all done in timely fashion, whilst helping musicians to relax.

Be on hand to suggest potential ideas for amendments to structure, melody, rhythm etc, or to discuss an artists ideas and/or concerns about the project. Following the submission of music by artist online, Producer will provide notes and pointers on it for the customer Travel to any location, suitable for a recording to be made.

24-Hour Production Pointers

Mobile Recording

7 option for bands that cannot travel but require professional job. Top of the range equipment to be utilised in venue of musicians choice. Mixes will receive same care and attention as recording done in-house. Advice on songs and how to achieve right results in chosen environment. Simple and involves little effort. Also, safe and secure. Bands can come prepared for a professional photo shoot at the recording session or arrange for us to travel to them. Confidence in professional standard available Professional advice on how to best promote their product through biography and press releases, with assistance

Supply all microphones, hardware, software, and acoustic treatment. Mixing and mastering done in-house

On-location production services Mixes downloadable as MP3s from Growing website. 1 Hour Photography Session

PR and Marketing Assistance

Photos edited professionally.

Assistance with Press Materials: Press release writing and Biography writing session.

8 given from the perspective of former Film PR and Music PR employee. Provided by I.T. technician with over 12 years experience, helping artists website get noticed. After recording with Growing an artist will want to promote his/her/their music in every way possible. Growing can offer promotion in a space that will attract industry attention and is in regular contact with industry figures.

Website and SEO advice.

Utilisation of Growings contact base via Growings own promotional space for 6 months.

For a comprehensive list of studios in the midlands, see appendices 1. The majority of the services offered by Growing are widely offered by its competitors: Audio Engineering, Mixing and Mastering comprise the fundamental role of a studio, but only some offer the services of a producer. It seems as though the importance of the producer has been lost and that alone may be a way of attracting business in a difficult economic climate offer something nobody else is offering that most artists need; Harrison notes that most artists, particularly when they are starting out, might find it difficult to get the necessary distance in order to hear how the music will sound to an outsider.3 Therefore, a producer can facilitate a service that enables a piece of music to achieve wider recognition.

Pricing
3

Harrison, A., 2000. Music: the business. London: Virgin Publishing.

9 Growings initial pricing strategy is based on figures that focus in particular on local competition; for example studio use within the area averaged at around 200 per day (see links provided in appendices 1). Based on that knowledge, and the minimal overhead incurred by Growing, the business will be able to compete effectively whilst offering rates slightly cheaper than its competitors. Competition, of a similarly professional standard, in the nearest big city Birmingham - is pricing a recording session at around 350 per day (based on a ten hour day at 35 per hour); Growing is able to offer a number of well-priced alternatives: Services & Rates Daily Rates Studio Hire: Studio Hire + Engineer 160 Studio Hire + Engineer + Producer 220 Recording Services: Pre-Production Half Day, including assistance with structure, melody, rhythm section, instrument sound and lyrical arrangement: 50 Full Day (as above): 80 24-hour online production tips: music sent by MP3 to Growings internal dropbox will be analysed and critiqued by the in-house production team, and advice will be returned to the artist within 24 hours. 25 Additional Mixing Time:

10 30 per half day. Mastering By in-house engineer 50 Outsourced to well-established industry recognised engineers 100

Mobile Recording: Standard fee 250 per day Fee per mile 0.17p PR and Marketing Services: 1 Hour Photography Session 35 per hour Assistance with Press Materials 15 per hour Press release writing session Biography session Website and SEO advice Utilisation of Growings contact base via Growings own promotional space 50 per 6 months

11 Growing will be able to accommodate the rates displayed above whilst making a healthy profit that will grow exponentially over the next 3 years.

Place
It will be in the best interest of Growing to establish itself, in the first instance, as a production company that brings its services to the people of the community nearly all studios within the Worcestershire region are based in one location an are very static; if Growing plans to be omnipresent within its locale, particularly within the first year of operation, it will need to offer free services (aside from costs of materials) to local schools and charities, and cut-rate services to local musicians and business, bringing its recording knowledge and top-rate equipment to them. This will help ensure that the relevant community (musicians and business) is aware of the services offered by Growing, as well as ensuring that the quality of the product offered is widely recognised, distribution and delivery channels necessary for the operation of the business in its early stages will be implemented, with an eye on how such channels of distribution will need to adapt to enable the growth of the business in the future. Each local event will be a publicity opportunity where Growing can showcase the services it has on offer, while offering 30% discount to customers who book its studio for the first time, as a result of the event. It is obvious then, that the majority of Growings marketing early on will need to adapt direct marketing tactics, described in CIMs Marketing Essentials book as a set of techniques by which products are promoted via a medium that allows a direct response from the customer.4 By promoting our services via posters in schools, local coffee shops and community centres, and by taking our services to the community we will target the right market directly, and in turn, such marketing will have the knock on effect of leading to word-of-mouth promotion. In addition, some degree of telephone selling will take place to target local business and offer Growings services to charity for free. The Marketing Essentials book, mentioned previously, describes telephone selling as being unpopular5 within the U.K. but Growings approach will not be sales oriented in the first instance; Growing would be forthcoming and state that in return for providing free or cut-rate services to customers it would like to be able to bring along materials that help promote the business in the future. In order for Growings services to be a success there needs to be a mapped out method of delivery, developed by its proprietors; as Lathrop notes, for a wholly owned subsidiary, your involvement will be complete. Responsibility for setting

4 5

Blythe, J., 2008. Marketing Essentials. London: Butterworth-Heinemann. Ibid 4.

12 up effective and profitable distribution channels will be entirely yours.6 Therefore, clear distribution channels need to be understood by Growings proprietors as the method by which services are provided and delivered is key to the success of the business. A distribution channel model for Growing will look something like this: Direct marketing | Telephone call or online contact made by customer | Recording services provided mobile or at location | Customer receives product for personal use, promotion, or sale on to paying customer As a reputation is established within the music community on a nationwide level, Growing intends to provide its services to signed artists, either facilitated by deals with labels or through management of artists themselves. The vast majority of distribution at this point will require intermediary services7 which will enable Growings product to reach the public, in turn helping to perpetuate the marketing process. A future distribution channel may look like this: Electronic Marketing/ Agents | Aspiring Artists/Labels/Signed Artists | Recording services provided at location | Music returned to label/signed artist | Passed to publishing companies | Distributed by distribution companies | Retailers | Customer purchase either online or in store

Promotion

Lathrop, T., 2007. This Business of Global Music Marketing: Global Strategies for Maximising Your Musics Popularity and Profits. New York: Billboard Books. 7 Ibid 4.
6

13 According to CIMs Marketing Essentials promotion has its own system of subdivision, the promotional mix. In its most basic form, it consists of the following four elements: Advertising; Public Relations; Personal Selling; and Sales Promotion.8 With each of these aspects of promotion in mind, and a plan to utilise advertising space with the local press and nationwide music publications, whilst attempting to gain free air-time on local radio and non-terrestrial television, as a result of regular work with charities and the local community, the following plan for promotion will be enacted: Local Press, Radio and Non-Terrestrial Television A combination of advertising and public relations will go hand-in-hand here to establish Growings presence in the local community. Marketing Essentials describes advertising as the paid insertion of a message in a medium and goes on to say that there is no such thing as free advertising; promotion that is free might be classified as public relations Public relations is described by the same text as the activities that create a positive image of the company and its brands, press releases, sponsorship, event management, and so forth.9 While the advertising will cost Growing Music Production a large portion of its marketing budget, the striking of a good balance between that and events that serve as good PR, will provide necessary exposure without breaking the bank, while developing a good public image for the company, which is ultimately more important than immediate, quick sales. To establish longevity as a business, Growing must recognise the importance of appearing to be a company that is good to do business with. The key publications within a 40-mile radius of Worcester are Worcester News; Worcester Standard; Evesham Observer; Stratford Observer; and the Redditch Standard. Additionally there is one printed fanzine called Not Just Sauce that offers some basic advertising space too. The rates of each publication vary accordingly (see appendices 2) and therefore research has been conducted that suggests that the utilisation of the Worcester News, Stratford Observer and Redditch Standard will spread awareness of Growings services to the right communities best. As Worcester is a target market that the proprietors of Growing are well familiar with, less regular advertising space may be required in the Worcester News and, and therefore lower costs will be incurred. Areas like Stratford and Redditch represent a market that Growing will be far less familiar with and therefore, more advertising space, at a higher cost in those regions will be required.

8 9

Ibid 4. Ibid 4.

14 The partnerships font-based logo, along with a series of quotes from recognisable local business, charities and musicians, accompanied by a list of the services on offer, will constitute the necessary information for promotion in those areas. In addition to local press, Growing will be in close contact with local radio station BBC Hereford & Worcester which showcases local talent on its Introducing show, every Friday night and local television news programmes, BBC Midlands Today and Central New. Efforts will be made to ensure that each of these outlets receives press release information detailing Growings intentions and services and its plans to engage with the local community in order to ensure that each of these outlets has no choice but to cover the onslaught of PR events taking place during Growings first few months in business. The utilisation of key PR events during the business first months of operations will establish the brand before advertising is necessary: Battle of the Bands: During one month, Growing Music Production will host three battle-of-the-bands events: one in Worcester, one in Redditch, and one in Stratford. All proceeds, minus venue hire will go to local charities in each of those regions, projecting a good brand image immediately. At each event, the prize offered will be the chance to record for free at Growings Audio Flow Studios, including a preproduction meeting to listen to the bands material, assessing which is most suitable for recordings while providing production tips and pointers; a day in the studio itself, recording the music with an engineer and producer on-hand; a mix of the recorded music; 10 free CD copies of the final mix; and drinks and lunch for free too. For each of these events, Growing will invite local newspapers, webzines, radio, and television to help promote the event, raise awareness of the charities and in turn help publicise Growings Audio Flow Studios and Growing Music Productions services, projecting a positive image within the local community. Studio Open House: At the end of the battle-of-the-bands events, Growing will set-up a Studio Open House event, where we will invite a band, a local singer/songwriter, and a school choir to record one song each, for free, live in our studio, with the intention of selling the material as a charity cd for a local charity. To publicise this, we will invite the local press (listed above), local news stations, and local radio to witness the event and even attempt to engage them in an impromptu recording session that will highlight the powers of music as therapy again, illustrating Growings intention to be recognised as a positive business. Following the formal opening of the business, the implementation of a number of sales promotions will be implemented, including first time rates, offering those that book the use of Audio Flow Studios, for the first time, 30% off bookings. In

15 addition, all other Growing Production services, like pre-production and PR services, will be offered at 50% off. However, the rates for mobile recording will not be discounted, but the pence-per-mile rate will be excluded for first bookings. With Marketing Essentials point about Sales Promotion in mind, these money-off discounts should give a short-term boost to sales.10 Return: Average rates of at least 160 per day, or 220 with a producer, means that Growing could expect to make, based on an average of one two-day booking every other weekend, including the rates for a producer, around 3360 in its first six months. However, as there will be an offer of 30% off first time bookings which, initially will make up the majority - such a figure will drop to around 2352 in the first half of the year. Nevertheless, these estimates are low and a more positive outlook would see double that figure. Long Term Promotion of Growing To establish the respect of the music community, a good relationship with the U.K.s audio industry must be established. Key publications within this sector include Sound on Sound, Future Music, and relative newcomer, with a strong online presence, is Audio Pro International. The experience of PR and marketing within Growings ranks has enabled cut-rate costs for promotion within each of these publications: Audio Pro International have offered to publish a review of Growings Audio Flow Studios, and place a button that links to Growings website, on the front page of its own website for a fee of 100 for 3 months (see appendices 2 for further details). Sound On Sound Chief Editor, Paul White, is a Worcestershire resident and has been in contact previously with Growings Chief Engineer. Resultantly, Growing will attempt to utilise the magazines Studio Improvements section to help promote its Audio Flow Studios. In addition, some form of review of our studio should be achievable as a result of this contact. Future Sound is a contact of Growings Producer, Russell Cook, developed while representing music touring companies, during time working in PR. Liaison with the editor and its team of writers will be straightforward and a review of the equipment and studio on offer at Audio Flow, and a detailed list of the services provided by Growing is very likely.

Finally, as Growing develops, the services of Media Ink PR will be utilised to help the organisation maintain a positive image on a much larger scale. For rates, see Appendices 2. People
10

Ibid 4.

16

The biographies attached to this marketing plan cover the background of the of Growing and the people who make it function: its Chief Engineer and I.T. technician, James Saunders, and its Producer and Studio Manager, Russell Cook. James and Russell will represent the outward face of Growing. Their musical background and commitment to local music, while each harbouring extensive experience in the performance side of music, will give Growing a powerful marketing tool. Process The processes by which Growing and its Audio Flow Studios will deliver its products are as follows: Submission of request by musician to record with Growing | Pre-production at location chosen by musicians | Recording session at Audio Flow Studios or location chosen by artist(s) with or without services of Producer | Mixing of recorded music | Mastering of music | Artist/Musician receives final recording with 10 CD copies and additional MP3 files Or, for those requesting the 24-hour production pointers: Submission of music via Growings website | Music analysed by Growings producer | Production notes and pointers returned to customer with rates for the artist should they wish to record with Growing Music Production Or, for PR and marketing services: Request for PR package and/or photography | Which parts of package requested to be required | Photography Services or Press release/Biography/Marketing assistance provided | Package delivered electronically to musicians within one week

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4. The External Landscape

Market Overview The current state of the global economy, coupled with the changing shape of the recording industry has meant seismic, although, sometimes, relatively camouflaged, shifts in the way music is produced for, marketed to, and received by the consumer. Additionally, there is a clear misunderstanding of the structures that comprise the music industry and therefore many outlets within the sector fail to market themselves effectively. In their Rethinking the music industry11 Williamson and Cloonan cite the Welsh Music Foundation, who note that there are fourteen different groupings that exist within the industry; these are: business services; community music; core industry; education; industry organisations; live; manufacturing and distribution; media; press and promotion; public services; publishing companies; record labels; recording services and retail. Clearly, Growings presence incorporates a number of these facets, including public services, community music, education, and press and promotion, but ultimately it falls within the recording services category, and by targeting this market, while incorporating aspects of the others will enable successful marketing. With a number of larger organisations now utilising what is referred to as the 360 deal - the name comes from the 360 degrees in a circle, because record companies now want to share in the total pie of an artists income. Under these deals record companies get a piece of artists earnings from touring, songwriting, merchandising, fan clubs, sponsorship money, motion picture acting, garage sales, and so forth12 it makes sense for music production companies to incorporate other revenue streams to stay competitive and in operation. With the implementation of 360 deals in mind, the role of the engineer and producer, and the outsourcing of production to independent studios could potentially take a knock, but as Ian Davidson of Virgin Studios commented, The fortunes of big studios follow the course of the music industry13 and therefore, if the music industry is having to rebuild as a result of a changing dynamic in consumer trends, surely more space for the smaller-scale studio should develop. Another aspect that has already had financial implications on the recording industry is the rapid advances made by technology, and the resulting development of accessible and affordable hardware and software, that since the turn of the century has enabled many musicians to record their ideas in the comfort of their own home, producing sounds that are more than acceptable for Williamson, J., Cloonan, M., 2007. Rethinking the music industry. Edinburgh. Passman, D. S., 2009. All You Need to Know about the Music Business. 7th Ed. New York: Rosetta Books. 13 Mix., 2000. UK Music Recording: Studios Adapt as Market Changes. Available from http://mixonline.com/mag/audio_uk_music_recording/ [Accessed 12/01/2012].
11 12

18 demo quality. Therefore, a studio like Growing Recordings must offer something that these home studios cannot: experience, an inimitable location delivering unique acoustic qualities, the services of a producer, and a facility that can provide such clients with information on how to best market their completed product. The large bulk of competition during the companies early growth will be from local studios that offer cut-rate services to local and aspiring musicians. Worcestershire, the home county for Pershore, and the main location for Growing Recordings, is relatively saturated by small-scale studios, but the entire region, covering the west midlands and the south-west does not offer much in the way of mobile and flexible approaches to music-making, with nearly none of the studios offering the service of a producer. As a result, Growing Recordings, while facing numerous competitors does offer a niche that is reinforced by the youthful, yet experienced partnership in Russell and James. Their continued presence and credibility amongst younger musicians will enable them to attract the business of aspiring artists more readily than many of the local competitors. However, in the long run, the partnership will need to develop aspects of marketing services and pre-production options to compete with the larger studios. Competitor Analysis Main Competition Music Chamber Comparison to Growing Audio Eng Mixing Mastering Their Strengths and Weaknesses Strengths Central location Offer of tuition services Weaknesses Recognised more for tuition Small live space not ideal for bands as only midi drums can be used No real marketing noticeable Equipment of average level Engineers are inexperienced Ageing reputation A rushed approach to recording Marketing poor Bad local reputation Website looks quite amateur Minimal marketing in region Minimal portfolio Not widely known

The Session Room Old Smithy

Audio Eng Mixing Mastering

Audio Engineering Mixing Mastering Audio Engineering Mixing Mastering Mobile recording Mobile recording

Truelight

Central location Rehearsal space Close to central Worcester Strong portfolio Close to central Worcester Mobility Popular with

Severn Valley

19 Studios Audio Engineering Mixing Mastering Audio Engineering Mixing Mastering younger musicians Close to central Worcester Fantastic portfolio Residential Studio Top rate equipment Central location Cheap Rehearsal space available within region Inexperienced Engineers Amateur website Very niche Expensive for region

Vale Studios

Two Rivers

Sound Production Studios FFG

Audio Engineering Mixing Mastering Audio Engineering Mixing Mastering Audio Engineering Mixing Mastering Location recording

Robannas Studios

Artisan Audio

Univibe

Well known within region Good local portfolio Nice and unique location Good equipment Experienced engineer Studios outside of Worcestershire Impressive Audio Engineering portfolio Mixing Good location Mastering in big city Location recording (Birmingham) Experienced Engineers Fantastic, and Audio Engineering unique location Mixing Experienced Mastering engineers Location Recording Addition of Production Services producer service through sister company Impressive website Simple pricing Audio Engineering strategy Mixing Experienced

Dated equipment Amateur and outdated website Not well known within community Minimal experience No sign of portfolio Not very well marketed No real pulling power outside of community Only attracts certain musicians within region; poor reputation with heavier and younger musicians. Portfolio isnt necessary reflective of the bands that have recorded there as they also list bands that have used rehearsal space Amateur website Considering the great studio, the portfolio isnt very strong. Engineers arent detailed.

No previous clients of real note considering the abundance of people

20 Rich Bitch Studios Mastering Audio Engineering Mixing Mastering Audio Engineering Mixing Mastering Production Services portfolio and engineers Well known Offers rehearsal space too instant promotion Great client list Strong portfolio Experienced engineers Top equipment Hugely competitive rates they have worked with No real portfolio Recording environment looks dated and worn. No engineer profiles available.

The Oxygen Rooms

Please find links to studio websites in Appendices 1. All of the studios listed offer recording facilities, with only 25% of them offering location/mobile recording, 20% providing some form of pre-production service, and none offering any packages that provide marketing and public relations advice. None of the studios make any point of offering the services of engineers and/or producers that come from a professional performance background. The market as a whole has seen a decline in sales but the amount of music being produced has not decreased in any way. Therefore, strategic repositioning of the model of a recording studio needs to take place to make Growing Recordings the primary option within the region.

5. SWOT Analysis
Strengths Both of Growings proprietors are musicians, lending Growing Music Production a degree of credibility when working with other artists. Diversity in professional experiences of Growings proprietors both spending over ten years as recording artists while developing careers in PR and I.T, respectively, giving them addition skills to offer clients. Mobility to reach out to musicians and record them in their chosen location. Top rate equipment, wide-ranging in nature, on offer providing a degree of choice for recording artists. Youth still at a young age for production team. No major financial overhead as location is cheap and all equipment is already bought and paid for. Already have strong contact base to utilize

21 Masters trained producer on board

Weaknesses Inexperience and slim portfolio No fixed live space available in London as studios available at present are only temporary, and mastering space is too small for bands. No serious financial backing to enable growth.

Opportunities Local community, as well as the rest of the U.K. still, largely sees the use of a studio as the remit of a professional musician/band. With some clever marketing, provision of session players and bespoke packages there is a space to encourage vocalists and singer/songwriters, who wouldnt usually consider themselves musicians, to start booking studio space to achieve a professional sound. By offering out Growings services to local business, charities and younger musicians in the region, the local community will see its skills of production and its ability to turn an idea into a well-polished song. Within Worcestershire there is a space for a music production company that actually offers the services of a producer, as well as the experience of two seasoned musicians with a skill for engineering. All other studios provide a conveyor-belt service where each band goes into the studio, receives the same treatment, and walks out with a good mix, but one that is only worth the money paid for it. What Growing will offer is preproduction services to ensure that artists are prepared before the studio and resultantly, a well mapped out recording process that will see them leaving the studio with music of a professional level. In terms of growth, Growing has the opportunity to attract numerous midlands based, independent labels that are looking for studios that provide professional quality sounds at a rate affordable for their level of business. No studio, within the region has attracted such business and with Growings mobility, there is the chance to reach out to these people by taking the services offered to them. While many musicians record from home, the outside advice of a producer can only be offered by someone with experience; by offering an online, 24-hour, production tips service, Growing will tap an area of the market relatively untouched.

Threats Saturated industry with innumerable studios available making competition tougher and tougher. Many musicians now utilise home recording studios instead of hiring engineers and studio locations, cutting a company like Growing out of the picture altogether. Any further economic downturn will mean that non-essential services and products will take a further hit, and with Growing only essential to

22 professional musicians and labels etc, its target market, within the locale may be put off paying for recording services, particularly as relatively professional results can now be achieved at home. Summary of SWOT analysis In Growings first year it is apparent that efforts should be made to reach out to those musicians within the region that require the advice of experienced musicians and those with knowledge of the industry. In doing so, Growing can focus on a niche in the region that is yet to be tapped. Many musicians within the area feel that to attain such services they would need to travel to London and pay above the odds. Growings small, but well-rounded portfolio should enable it to reach this part of the market effectively and quickly and should allow it to hit the ground running, as a result of direct marketing and PR. Furthermore, local business and charities within the region are yet to be introduced to the therapeutic and social benefits of music. By approaching such parts of the community and offering cut-rate and free services respectively, Growing will be able to market its name, develop good PR and introduce a new form of revenue to facilitate its business growth.

6. Marketing Plan Evaluation

Growing Music Productions marketing plan is ultimately two-fold, developing slowly during the first year with an initial influx of business due to cut-rate services being offered. The first aspect of the plan is to utilise good PR and direct marketing within the region of Worcestershire and the West Midlands by organizing the aforementioned events and programs with charities and local business, such as recording workshops. The effect of this will hopefully be a spat of first-bookings from a well-rounded type of clientele from within the region as well as the development of Growing as a positive business within the community. The offer of production services, provided by a qualified student of Record Production, whose experience covers over ten years of working as a musician in the industry with some well-recognised names, will also serve as a key aspect in the development of Growing. The second aspect of the plan is to immediately target key publications covering the audio industry to make other studios and audiophiles aware of Growing Music Production and its Audio Flow Studios, which in turn will hopefully lead to recognition from labels, signed artists and potentially bigger paying customers in the long term. With the two aspects of Growings marketing plan covered, there should be steady growth in year one, with a leap in year two as Growings proprietors take on the business full-time, facilitating more bookings as a result and, continued steady growth in year three.

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Marketing Plan Budget

Growing Music Production LLP Marketing Budget - January 13th 2012

PLEASE NOTE: Grow ing Music Production is not required to register for, or therefore charge, VAT as forecasted revenue in years one, tw o and three w ill not exceed the VAT threshold of 73,000. At any point, if turnover is expected to surpass the threshold, Grow ing w ill becom e VAT registered, a standard VAT rate of 20% w ill be added to all products and services and VAT that Grow ing pays on goods and services w ill be claim ed back, as is allow able.

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Year 1

Year 2

Year 3

320

448 120 100 250 100 100 100 100 200 200 200 200 250 100

SALES FORECAST In-house Recording + Mixing Production Mobile Recording + Mixing In-house Mastering Out-source Mastering PR & Marketing Services Biography & Press Release Material Photography Photography 448 448 120 448 448 120 448 1,280 120 1,280 120 1,280 120 1,280 120 1,280 120 250 200 23 60 70 50 2,053 480 560 550 14,331 9,408 960 750 1,600 23 30 35 50 320 783 913 783 663 783 913 1,780 1,780 1,780 1,780 30 35 50 30 35 50 30 35 50 30 35 50 30 35 50 60 70 50 60 70 50 60 70 50 60 70 50

160/ds w/ 30% dscts 60/ds 250/ds 50 outside of session 15% cut = avg 22.50

30,720 5,760 1,500 400 68 1,440 1,680 3,600 45,168

42,240 12,960 3,000 550 113 1,440 1,680 3,300 65,283

15/hour 35/hour 50 for 6 mths

TOTAL SALES

MARKETING COST SUMMARY Market Research Branding & Design Press Relations Public Relations Web Marketing Advertising Other Misc Admin 0 0 0 0 0 0 80 80 2,187 1,010 690 279 305 230 763 279 0 150 100 300 116 1,391 130 0 680 0 0 0 200 130 0 0 0 335 0 100 255 0 0 0 0 50 100 130 0 0 0 75 0 100 130 0 0 0 0 0 100 130 0 0 0 0 0 633 130 0 0 0 0 50 100 130 0 0 0 0 0 100 130 230

0 0 0 0 0 100 130 230

0 0 0 75 50 100 130 354

0 830 100 785 266 3,025 1,629 6,635

288 200 1,300 150 266 10,091 1,254 13,549

288 200 1,300 150 266 10,091 1,254 13,549

TOTAL MARKETING COSTS

Market Research Primary market research Owner research Customer Surveys via Survey Monkey Upgrade membership Yr 2 & 3 Website Statistics Wordpress free Plugins 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 288 0 288

0 288 0 288

Market Research Total

Branding & Design Logo Design Collateral Design 0 150 0 0

150

Collateral Printing 0 150 680

www.f8creates.com www.f8creates.com Business Cards & Letterhead Posters F8 Creates' partner local printing 0 0 0 0 0 0 250 200 230 0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

0 0 0 0

250 200 230 830

0 0 200 200

0 0 200 200

Branding & Design Total

Press Relations Publicist incl press material Press Kit Materials 0 0

Russell Cook is experienced and skilled in media and PR. He will perform this role in Yr 1 but an expert publicist will be utilised in Yr 2 & 3 on an adhoc basis. 0

0 100

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 0

0 100

1,200 100

1,200 100

Press Relations Total

100

100

1,300

1,300

24

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Year 1

Year 2

Year 3

Public Relations Promotional Events 0 0 0 0 0 0 0 0 0 300 0 335 0 75 0 0 0 0 0 0 0 0 0 0 0 100 10 0 0 0 0 0 0 75 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 75 75 300 0 0 0 0 0 0 0 0 0 0 0 0 0 225 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 300 0 0 0 225 0 100 10 150 785

Battle of the Bands (profits for charity) Promo via Internet/WOM/Flyers Venue 1 Hire(Free w/% of ticket cost) Venue 2 Hire (Free) Venue 3 Hire (Free) Vehicle Hire & Petrol Costs Studio Open House ` Drinks & Refreshment Event CD's (profits for charity) Community & Charity Projects

0 0 0 0 0 0 0 0 150 150

0 0 0 0 0 0 0 0 150 150

Public Relations Total

Jim Saunders (Growing proprietor) has IT/website skills and experience 0 0 0 0 0 116 0 0 50 0 0 0 50 0 0 66 50 0 0 0 0 0 0 0 0 0 0 0 50 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 50

Web Marketing Web Design Expert Website Development & Updates Domain Name & Webhosting SEO plans

Wordpress Pro Upgrade Package

www.clicksubmit.com

0 0 0 0 0

0 0 0 0 0

0 0 0 50 50

0 0 66 200 266

0 0 66 200 266

0 0 66 200 266

Web Marketing Total

Advertising Print Advertising Placement

Radio Advertising & Promotions Television Advertising & Promotions Internet Advertising

Worcester News 5X2 4 wk ads Stratford Observer 4 columns 4 wk ads Sound on Sound Magazine Local radio-Studio time for free advert Not applicable for this business Blogs, Social Networks, Craigslist 0 0 0 0 0 0 0 0 0 0 1,391 200 100 100 100 456 77 0 0 0 0 100 100 658 0 0 0 0 0 0 100 100 0 0 0 0 0 0 0 0 100 0 0 0 0 0 0 0 0 100 0 0 0 0 0 0 0 0 100 0

www.audioprointernational.com

Networking

Gigs and entertaining Industry trade shows and conventions

0 0 0 0 0 0 0 100 0 100

456 77 0 0 0 0 0 100 0 633

0 0 0 0 0 0 0 100 0 100

0 0 0 0 0 0 0 100 0 100

0 0 0 0 0 0 0 100 0 100

0 0 0 0 0 0 0 100 0 100

913 154 0 0 0 0 200 1,100 658 3,025

913 154 6,624 0 0 0 0 1,200 1,200 10,091

913 154 6,624 0 0 0 0 1,200 1,200 10,091

Advertising Total

Misc Admin Costs Postage Telephone Internet Travel Computers and office equipment 10 20 25 25 0 80 130 10 20 25 75 0

2 pay as you go phones 2 monthly contracts

Already owned and paid for

10 20 25 75 0 130

10 20 25 200 0 255

10 20 25 75 0 130

10 20 25 75 0 130

10 20 25 75 0 130

10 20 25 75 0 130

10 20 25 75 0 130

10 20 25 75 0 130

10 20 25 75 0 130

10 20 25 75 0 130

120 240 294 975 0 1,629

120 240 294 600 0 1,254

120 240 294 600 0 1,254

Other Misc Total

25

26

Marketing Budget Notes

VAT Growing Music Production is not required to register for, or therefore charge, VAT as forecasted revenue in years one, two, and three will not exceed the VAT threshold of 73,000. At any point, if turnover is expected to surpass the threshold, Growing will become VAT registered, a standard VAT rate of 20% will be added to all products and services and VAT that Growing pays on goods, and services will be claimed back, as is allowable.
Notes on Marketing Budget One of Growings key marketing objectives is to achieve our Year 1 sales target. This sales target, as detailed below, has been forecasted based on our marketing plan, marketing budget, and resources of the business. 1.0 Sales Forecast Figures are based on "day sessions" or "hours" of work done. Assumptions have been made about expected number of clients as well as demand for services based on experience, current demand and a forecast of the outcome of our marketing plans. Assumptions will be re-visited and assessed for accuracy after six months. One client has already been booked for a two-day session in January, however the rest of the budget assumptions for Year 1 will start in February. We are working with the assumption that each client will on average book two day sessions for recording/production, one day for mobile recording, two hours for press release/biography material and one hour for photography. Inhouse and outsourced mastering, along with Industry Showcases have flat rates with no time constraints. We have set client targets and predicted demand for our services as follows:
Client Demand Forecast Year 1 Feb- Aug- Year 1 Targeted Number of Clients Jan Jul Dec In-house Recording + Mixing 1 12 20 33 Production 0 3 5 8 Mobile Recording + Mixing 2 1 3 In-house Mastering 2 4 6 Out-source Mastering 1 1 Biography & Press Release Material 6 10 16 Photography 6 10 16 Industry Showcase Spot 6 5 11 * Note: The same client can demand multiple products/services Year 2 96 48 6 8 3 48 48 72 Year 3 132 106 12 11 5 48 48 66 Yr 2 Yr 3 Growth Growth 191% 500% 100% 33% 200% 200% 200% 555% 38% 121% 100% 38% 67% 0% 0% -8%

27

The significant growth rate from Year 1 to Year 2 highlights the small number of hours each of the owners is able to commit to the business during Year 1, as both will have other employment during that period. In year two, both will be committing full-time to the partnership. The shift towards Production and shift away from PR products in Year 3 is a forecast of demand due to the planned shift in the target market as the business and owners grow in experience and reputation. Product and service prices (please see Pricing section of Marketing Plan for more details) have been applied to client numbers and demand forecasts (as described above) to reach our sales forecast. 2.0 Market Research Primary market research All initial research conducted by Growings proprietors, with only small costs incurred, including phone, travel and internet costs, covered in the Miscellaneous Administration Costs section of the budget. Customer Surveys In order to determine the success of implemented marketing campaigns, Growing will request that clients complete customer surveys following each session. To do this, Growing will utilise www.surveymonkey.com. In the first year, the free service offered by Survey monkey will be used but for years two and three we will upgrade to their Select plan, incurring a cost of 24 per month.

28 In addition to customer satisfaction surveys, Growing will utilise Survey Monkey to approach other musicians, engineers and studios, in an attempt to ascertain any shifting trends in the industry. Website statistics Growing will utilise the Statistics Dashboard Widget plugins for its Wordpress based website which are free to download. 3.0 Branding and Design For all design of logo, posters and business cards, local Worcester based business F8 Creates will provide their services at mates rates Logo Design A one-off fee of 150 will be incurred to cover the costs of logo design by F8 Creates. Business Cards & Letterheads A one-off fee of 250 will be incurred to cover the costs of collateral design. Posters A one-off fee of 200 will be incurred for the design of posters. Collateral Printing F8 Creates has a partnership with a local print company and will provide us with the same rates they receive themselves: 230 for 200 business cards and letterheads, and 50 posters. 4.0 Press Relations Publicist In year one Growing Music Production will utilise the skills of Russell Cook to promote the services offered. However, as business grows and production responsibilities increase, the services of an experienced PR firm will be utilised on an ad hoc basis, incurring around 300 each time. Media Ink PR based in Wembley will offer quarterly contact with relevant facets of the industry, networking on behalf of the studio with label execs and A&R, writing of press release material for submission to magazines and attendance at important industry events, like In The City in Manchester. Press Kit Materials

29 Annual fee, paid to local photographer for the production of up-to-date images for use with press release material websites, and advertisements. 5.0 Public Relations Promotional Events Battle of the Bands Printing of fliers for Battle of the Bands events at 20 per 100 fliers. A total of 3 Battle of the Bands will take place, and to promote each a total of 100 fliers will be required, therefore, a total cost of 60 will be incurred. Venue hire would vary between each of the three venues chosen, but as specified in the marketing plan no actual costs to hire them will be incurred aside from a 30% door cut for the Marrs Bar in Worcester - as each is willing to donate the space for a good cause I. e charity events. The van hire from Enterprise Cars plus fuel costs for shipping equipment to each event will be 55 per day for the van, plus on average 20 fuel. Studio Open House Provision of food and drinks, plus provision of CDs for sale will cost Growing around 110. Community & Charity projects Bi-annual event for free where travel costs will be incurred to reassert Growings presence within the community while generating money for charitable causes. 6.0 Web Marketing Web Design Expert All web design costs will be alleviated by utilising the I.T. skills of Growings James Saunders, whose professional background is information systems and their implementation. Website Development and Updates As above. Domain Name and Web Hosting Purchase of Wordpress Pro package for a cost of 66 per annum. SEO services -

30 Utilise www.clicksubmit.com to optimise online search potential, ensuring that Growing has a fighting chance amongst the myriad studios in the country. Costs will be 49.99 every 3 months. 7.0 Advertising Print Advertisement Placement Bi-annual, four weekly 5x2 inch advert placement with Worcester News, which in turn goes out in the Malvern Gazette and Berrows Journal, and in the Stratford Observer. Total cost, twice a year is 533.00 inclusive of VAT. In addition Growing will place a 12-month advertisement in Audiophile publication, Sound on Sound for years two and three at a cost of 6624.00 per annum inclusive of VAT. Radio Advertising All costs for advertising will be alleviated in year one as all promotion via this medium will be gained through a series of large-scale public events within the region. In addition, Growing will offer free studio time for the production of voice-overs and jingles for use on radio in return for free advertising. Television Advertising As above, however television is not a medium that will be utilised to the fullest by Growing because of the nature of the business. Growings target market will predominantly be reached through events, local press and audiophile magazines. Internet Advertising Use of free social networking platforms like Facebook, MySpace and Twitter, plus the use of Wordpress blogging site, and a button, linking directly to Growings website with online audio magazine, Audio Pro International at a rate of 100 per month for the first two months and 400 per month subsequently. Networking This will be a key component in the development of a strong client base within the industry for Growing Music Production, therefore a commitment to two major industry events will be in place, costing 658 for Midem in the South of France, and one other at around the same cost. In addition, a 100 a month budget for attending gigs and entertaining clients will be set aside. 8.0 Misc Admin Costs No details necessary see excel spreadsheet budget.

31

Biography
Growing Music Production Growing Music Production is a partnership born out of the passion to produce top quality and infectious music, develop talent (regardless of age or ability) and provide bespoke services that cater to our clients' individual requirements on a project-by-project basis. Growing offers both static and mobile recording services, utilising a professionally, acoustically treated studio, located in the heart of the midlands, up-to-date and advanced audio equipment, that includes a large selection that is mobile and readily available for travel, and production services that helps clients to develop the arrangements, melodies and sounds of their music either through pre-production or the utilisation of an online 24-hour production pointers service. Growings Audio Flow Studios offers the latest in Pro Tools and Cubase DAWs, a variation of professional and top-rate pre-amp technology, a wide array of microphone choice stemming from the classic dynamic microphone, the Shure SM57 to the widely used, and highly regarded large diaphragm condenser mic, the Sontronics Orpheus, and fantastic live space that has been acoustically treated to ensure the best possible room sound for recording. Growings proprietors, James Saunders and Russell Cook provide the accumulative experiences of over 25 years combined service to the music industry, predominantly gained while working as musicians, enabling an approach to recording music that always considers the song first. With James get-the-levels-right-before-recording approach to engineering, and Russells acute ear for fine-tuning a song, Growing is able to offer something quite unique considering the youth both have on their side. James developed his portfolio as an engineer by engaging with a number of projects and utilising advanced recording techniques that encompassed key knowledge of microphone practice, acoustic treatment, and a technical awareness of equipment specifications and timbral qualities. Further, as an accomplished guitarist, bass player and drummer, James has the ability to understand a recording from a musical perspective, affording him the empathy required to recognize the true potential of a project, and in turn the sonic shape it needs to take. Providing an essential balance to Growings approach to recording, Russell brings with him a capital of musical knowledge, gained from over ten years experience as a professional musician, and through the MA in Record Production he achieved at the London College of Music. Whilst developing skills as a producer, Russell has worked alongside a number of well-respected musicians, engineers, and experienced producers that have helped him forge a well-rounded and informed understanding of song arrangement and melody. Coupled with a good grasp of the technology required to capture the sparks of creativity, Russell is able to contextualize his musical thought and ideas within the realms of industry standard techniques, while still harboring the desire to be truly creative and innovative whenever possible.

32

Photos
Photo One Portrait
James Saunders Chief Engineer and Studio Technician

Insert Photo HERE

Photo Two Landscape

Russell Cook Producer, Press and Studio Manager

33

Insert Photo HERE

34

Critical Analysis
Approaching this assignment from the perspective of a musician with professional experience in PR, meant that it was easy to assume that I had a grasp of both the music industry and the methods necessary to successfully market a new music production company, like the one set up by my business partner, James Saunders and me. However, this assignment has taught me that without good knowledge of marketing systems and the tools they provide, it would be difficult to elevate Growing Music Production to a point where it could effectively compete with its competition. My experience of PR, taught me the importance of publicity and good public relations, and as a result I have developed a good understanding of how to maintain a successful business presence and stronghold within their respective industries. However, having completed this assignment, such tools, while useful, will not facilitate a successful marketing plan alone. To understand how best to market Growing Music Production, I enacted a process of well-structured research that involved the research of academic material on marketing itself; the sourcing of all competition; research into the services and prices offered by that competition; analysis of the recording industry as a whole, paying particular attention to how local recording studios were operating; research into marketing budgets; the development of an overall business plan (see appendices 4) to establish what it was that Growing will provide before developing a plan of how to market it; and finally, research into local community organisations and music services. With such research behind me, and a mock business plan I was able to see the bigger picture and the exact competition Growing will be up against. Quite quickly it was apparent that for Growing to be a success within the region, a well-orchestrated marketing campaign that pays attention to recognised methods, in unison with the provision of unique services and skills would be required. Immediately, the focus of the plan was geared towards the local community; by organising a series of events within the region, we could showcase our production skills, equipment and mobility in a number of locations and in front of the eyes of the press, while in turn giving something back to the local community in the form of charity work instant good PR! To implement these plans I developed a marketing plan based around information sourced from both www.businesslink.gov.uk and CIMs Marketing Essentials course-book, taking into account the requirement of the assignment to focus on local press, radio and television. The plan is divided into 6 sections: Business Details; Growing: aims and objectives; Internal Landscape; External Landscape; Swot Analysis; Marketing Plan Evaluation. Within each section pointers were taken from key sources like

35 Paul Fifields Marketing Strategy; and the aforementioned Business Link website and Essentials course-book to help develop the plan with the realms of academia and recognised marketing techniques. The first and most important thing I did was look into the idea of making my business objectives SMART. This facilitated well-thought out objectives that were specific, measurable, achievable, realistic, and timebound; I felt that my marketing plan could take effective shape afterwards as all of the objectives were very achievable and had time constrictions to ensure focus and realisation of goals. Next, I summarised Growings marketing plan before detailing exactly how it will be implemented to ensure that the goals were easily understandable. I then followed this with an examination of the internal landscape, utilising the five Ps of Marketing, described by Lao as product, price, promotion, place and people; it was into this section that I built my plan for utilising local press, radio and television. For the Product aspect I covered the features and benefits of each of the products Growing would be offering to clients. Next, in Pricing I detailed the exact numbers Growing would implement, based on industry standard prices, while taking into account overhead discussed in the accompanying budget. In the Place section I focused on what forms of marketing would be used to delineate our presence in the industry. Next, was Promotion which encompassed the large part of my plans for PR and advertising. It was clear quite early on that it was in the best interests of Growing to focus more on publicity and PR, as opposed to advertising, as the majority of its potential client base is more likely to notice Growing that way. Finally, I looked into the process by which Growing will deliver its service. After expressing the internal nature of Growings business, the focus of the plan turned to the external landscape. Factors like the global economy, changes to the recording industry, technological advances and trends in the business were taken into account to establish exactly what Growing faces if it is to develop into a successful, adaptable business. This was followed by an analysis of our main competitors, providing me with the knowledge that only one of the competitors listed offered the services of a producer, reaffirming a niche in the local market for Growing to tap into, and the need for the business to strategically position itself as a production company, as opposed to just another studio. At this point I felt it would be important to conduct a SWOT analysis, based on what my research had taught me about the industry. By listing the strengths, and weaknesses of, and the opportunities and threats to Growing, I was able to establish a precise understanding of how we could position ourselves. The budget that follows the marketing plan was actually developed as a work in progress while the marketing plan itself was being written; that way, it was possible to establish a budget that was cohesive and reflective of the exact financial needs and requirement of all expenditure, and the income that would

36 facilitate that. It accounts for all aspects the plan: advertising costs, costs for publicity and PR, travel, office supplies etc etc. With all of those costs noted, it was possible to see exactly how feasible the marketing plan was in reality, while pointing to the necessity for James and myself to continue in other forms of employment during year one to provide any additional funds when required. The final aspect of the process was the development of a fully operational website and social networking space. For this, I chose to utilise the blogging tool, Wordpress as it caters to those with little understanding of web design, while maintaining a professional presence on the web. However, going forward, all web design will be developed by Growings James Saunders whose working background is as an I.T. Technician. Nonetheless, the decision has been made to continue using Wordpress, but with a paid for domain space, as it will facilitate our Growing Interests section which allows us to publish reviews and articles another potential revenue stream in the future. The utilisation of Facebook was a simple choice, founded upon the knowledge that MySpace is considered practically obsolete by many in the industry and would therefore display a lack of awareness about current trends.

37

Bibliography
Blythe, J., 2008. Marketing Essentials. London: Butterworth-Heinemann. Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, Volume 70, Issue 11(AMA FORUM), pp. 35-36. Doyle, C., 2011. Oxford Dictionary of Marketing. Oxford: Oxford University Press. Fifield, P., 1998. Marketing Strategy. 2nd ed. Oxford: Butterworth-Heinemann Harrison, A., 2000. Music: the business. London: Virgin Publishing. Lao, F. M JR., 1998. Marketing Management. Quezon City: Rex Printing Company. Lathrop, T., 2007. This Business of Global Music Marketing: Global Strategies for Maximising Your Musics Popularity and Profits. New York: Billboard Books. Mix., 2000. UK Music Recording: Studios Adapt as Market Changes. Available from http://mixonline.com/mag/audio_uk_music_recording/ [Accessed 12/01/2012]. Passman, D. S., 2009. All You Need to Know about the Music Business. 7th Ed. New York: Rosetta Books. Summers, J., 2004. Making and Marketing Music: The Musicians Guide to Financing, Distributing, and Promoting Albums. 2nd ed. New York: Allworth Press. Williamson, J., Cloonan, M., 2007. Rethinking the music industry. Edinburgh.

38

Appendices
Contents

Links to Growing Music Production Website and Facebook Links to Competitors Advertising Costs Venue Hire Costs Business Plan Interview with George Shilling

39

Appendices 1.
Links to Websites

Website http://growingmusic.wordpress.com/

Facebook http://www.facebook.com/pages/Growing-musicproduction/278353218888357

40

Appendices 2.
Links to Competitors

Number of studios in Worcestershire region: 9

www.musicchamber.co.uk/ www.thesessionrooms.com www.oldsmithy.com/ www.truelight-services.co.uk/ www.jaredbryant.com/severn-valley-studios.php www.valestudios.co.uk/ www.tworiversmusic.co.uk/Studio.htm www.srpstudios.com/main.html www.ffg.org.uk/

Other studios of note within 25 miles of Growings Audio Flow Studios:

www.robannas-studios.co.uk/ - Birmingham http://www.artisanaudio.com/ - Birmingham http://www.univibeaudio.co.uk/ - Birmingham http://www.richbitchstudios.co.uk/ - Birmingham http://www.theoxygenrooms.com/ - Birmingham

41

Appendices 3.
Advertising Costs:

Worcester News http://www.worcesternews.co.uk/advertising/services/dialaservice/ Stratford Observer

Redditch Standard

42

43

Appendices 4.
Venue Hire Costs
Marrs Bar Worcester: An agreement previously in place with Brian Marr, the owner of the venue stipulates that all hire of the venue will incur a 30% cut of door takings taken by the proprietor, plus all bar takings. http://www.marrsbar.co.uk/ Coxs Yard Stratford: Coxs Yard have agreed to let out the venue on a Sunday evening one of their quieter nights for free, allowing all proceeds to go to charity. They will keep all bar takings. www.coxsyard.co.uk/ Queens Head Redditch: Have agreed to 20% cut of door takings to go to them, plus all bar takings. http://www.facebook.com/pages/The-Queens-Head-Bromsgrove-roadRedditch/126380087417539

44

Appendices 5.
Business Plan Growing Recordings LLP BUSINESS PLAN JANUARY 2012
1.0 Executive Summary The purpose of this business plan is to provide an overview for the expected financials and operations over the next three years. The company, Growing Music Production LLP, is a partnership that will provide audio recording, engineering, mixing/mastering and production services to its target market. It was founded in 2012 by Russell Cook and James Saunders. 1.1 Products and Services Growing Music Production will offer recording opportunities for its local community, utilising a solid foundation at Tower Studios in Pershore, while bringing a wealth of mobile, industry standard technology and equipment to recording artists, schools and corporate businesses nationwide. Services will incorporate the utilisation of an engineer and producer to offer bespoke engineering, production, mixing and mastering, that will benefit from the musical backgrounds of Growing Recordings James Saunders and Russell Cook. 1.2 The Financing No financing will be required initially as Growing Music Production has a fully operational studio based out of Tower Studios in Pershore, locations available for hire in London and professional standard mobile recording equipment available at its disposal with immediate effect. In addition, a home studio, based in London is also available for the purpose of production and mastering. 1.3 Mission Statement Growings vision is to provide industry standard audio engineering and production services to its clients in a fashion that befits their respective interests accordingly. The talented, technical and creative partnership offered by James Saunders and Russell Cook will reaffirm the professional nature of Growing for all of its customers, and in particular, it will offer musicians who seek a relevant, professional and contemporary sounding recording an exceptional standard of service. A wealth of musical and technical experience, accrued through years of engaging with the music industry, both as musicians and in production capacities has infused Russell and James with a unique passion for the work they do, making every project a pleasure and a passion. 1.4 Management Team

45 James Saunders Chief Engineer/ Technician Russell Cook Producer/Studio Manager

1.6 Expansion Plan Initially, the focus will be on the southwest and midlands regions as both areas are well within reach of Growing Recordings main location, in Pershore. In addition, mobile recording services will be offered, utilizing locations in London on occasion, and any other locations specified by the client. The initial goal it to first make Growing Recordings a full-time career with the overall expansion goal being the attraction of record labels/music companies whom harbor artists looking to record music for national and international release, which in turn will enable Growing Recordings to solidify a permanent and sizeable recording studio in the capital region.

2.0 Company and Financing Summary 2.1 Registered Name and Corporate Structure Growing Recordings 2.2 Required Funds Initial start-up funds will not be required as mobile equipment and studio location are available immediately. However, some funds, detailed in the Marketing Budget will be required to enable promotion of the business. 2.3 Investor Equity Forecasted as unnecessary during the first two years of operation. Investment for the partnership to grow may be required at a later date. 2.4 Management Equity Co-founders Russell Cook and James Saunders currently own 50% of Growing Recordings LLP respectively. 2.5 Exit Strategy If the business is very successful, the founders may seek to sell the business to a third party for a significant earnings multiple. Most likely, the Company will hire a qualified business broker to sell the business on behalf of Growing Recordings LLP. Based on historical numbers, the business could fetch a sales premium of up to X times earnings.

46 3.0 Products and Services More detail on products and services as well as potential expansion and additional revenue streams. Studio-based recording Mobile recording In-house Mixing & Mastering Production & Arrangement Session Musicians Press Kit & Exposure package Extra CD Copies Future Additional Revenue Streams

4.0 Strategic and Market Analysis 4.1 Economic Outlook The current state of the global economy, coupled with the changing shape of the recording industry has meant seismic, although, sometimes, relatively camouflaged, shifts in the way music is produced for, marketed to, and received by the consumer. As non-essential commodities, like music, take a profound hit during such a climate - the recording industry has seen increases in the amount of music downloaded for free the way the product is marketed needs to play into the hands of the consumers best interests. Therefore, a number of larger organisations are now utilising what is referred to as the 360 deal or multiple rights deal, which entitles them to a percentage of the earnings from all of a recording artist/bands activities instead of just record sales. With such information in mind, the role of the engineer and producer, and the outsourcing of production to independent studios may take a knock, with record companies seeking much more financial control over all aspects of production; all production may take place under one roof, overseen closely by the music companies. Another aspect of the industry that has already had financial implications on the recording industry is the rapid advances made by technology, and the resulting development of accessible and affordable hardware and software, that since the turn of the century has enabled many musicians to record their ideas in the

47 comfort of their own home, producing sounds that are more than acceptable for demo quality. Therefore, a studio like Growing Recordings must offer something that these home studios cannot: experience, a inimitable location that delivers unique acoustic qualities, and a service that can provide such clients with information on how to best market their completed product. The large bulk of competition during the companies early growth will be from local studios that offer cut-rate services to local and aspiring musicians. Worcestershire, the home county for Pershore, the main location for Growing Recordings, is relatively saturated by small-scale studios, but the entire region, covering in particular the west midlands and the south-west does not offer much in the way of mobile and flexible approaches to music-making. As a result, Growing Recordings, while facing numerous competitors does offer a niche that is reinforced by the youthful, yet experienced partnership in Russell and James that due to still maintaining presence and credibility with younger musicians enables them to attract business more readily than many of the local competitors. However, in the long run, the partnership will need to develop aspects of marketing services and pre-production options to compete with the larger studios. 4.2 Industry Analysis Number of studios in Worcestershire region: 9 www.musicchamber.co.uk/ www.thesessionrooms.com www.oldsmithy.com/ www.truelight-services.co.uk/ www.jaredbryant.com/severn-valley-studios.php www.valestudios.co.uk/ www.tworiversmusic.co.uk/Studio.htm www.srpstudios.com/main.html www.ffg.org.uk/ Other studios of note within 25 miles of Growings Audio Flow Studios: www.robannas-studios.co.uk/ - Birmingham http://www.artisanaudio.com/ - Birmingham http://www.univibeaudio.co.uk/ - Birmingham

48 http://www.richbitchstudios.co.uk/ - Birmingham http://www.theoxygenrooms.com/ - Birmingham

All of the studios listed offer recording facilities, with only 25% of them offering location/mobile recording, 20% providing some form of pre-production service, and none offering any packages that provide marketing and public relations advice. None of the studios make any point of offering the services of engineers and/or producers that come from a professional performance background, aside from FFG, whose engineer is currently a session musician. The market as a whole has seen a decline in sales but the amount of music being produced has not decreased in any way. Therefore, strategic repositioning of the model of a recording studio needs to take place to make Growing Recordings the primary option within the region. 4.3 Customer Profile Target Market: Our target market will be local musicians, predominantly from the Worcestershire region in the first instance, but with a targeted and concise effort to attract business from Warwickshire, Shropshire, Gloucestershire, Oxfordshire, and Somerset. Initially, clientele will be predominantly amateur artists, or semi-professionals whose intent is to produce music of a professional quality for work within the industry or to attain the backing of a record label. Such clients will be looking for competitive rates and would most likely be willing to sacrifice the glamour of working with recognised industry names for the use of a studio at a rate they deem acceptable. However, this will not be across the board as many musicians aspire to achieve the best possible sound they can and would be willing to pay a little more if it meant working with a decent team of producers and engineers whom could ultimately help them achieve their goals. In addition, Growing Recordings will provide their service to local choirs, schools, community projects, corporate events, and theatres, for both public relations purposes and as an additional revenue stream for the future of the business. In the longer term the target market will change to incorporate largely labels and signed artists/bands; film and television based projects; and live recording at large-scale music events. 4.4 Competitive Analysis

49 Having researched local competitors, it would appear that Growings closest competition in the first year, and for most of the second year, will come from local, Worcestershire based studios, like those listed above. Their rates are similar, and as some of them, like FFG and the Old Smithy, are already well established and recognised, Growings biggest challenge will be in trying to attract their business. In addition, FFG studios are located within five miles of Growings Audio Flow Studios and therefore, local musicians may opt for a recognised studio within the region. However, as a new business with a fresh approach, top-of-the-range equipment, and a fantastic recording environment, Growing has some initial pulling power of its own, therefore, the concept of being the new kids on the block needs to be utilized to the utmost. Growing is selling itself as a partnership that is not static it provides more than just a decent studio and equipment it offers the well-rounded and diverse musical experiences of James Saunders and Russell Cook, who offer a whole lot more than merely capturing the sound of an artist/band; they can provide the production assistance that could turn a good song into a great song. It is for that reason that Growing may be able to compete with local business and expand further outside that remit. Therefore, competition from further afield, like the professional studios based in Birmingham (listed above), needs to be considered immediately. Each of them appears to offer a number of varying services that clearly serve as additional revenue streams for the business. For example, Artisan Studios offers a number of services that have established it as a well-respected studio: a unique location that provides inimitable acoustics; production assistance that helps musicians achieve the most from their work; and an online account for clients that enables them to upload new parts to any music they are currently working on with the studios and download provisional mixes by MP3. This studio is likely to be Growings main competitor as the business develops and therefore, the services offered by Growing need to be unique enough to offer something, Artisan and its sister company, Poisedon cannot, like Marketing and PR services for example. It is worth noting that Growing will always value its local community and intends to provide a platform for local musicians to get their music into the right channels. Additionally, Growings rates will reflect the community it is based in, and depending on the project and the musician(s), its prices will always compete with the competition. Finally, the equipment and mobile acoustic treatment available will provide Growing with the ability to offer something many studios do not: a studio, albeit makeshift, that comes to them.

5.0 Marketing Plan See Marketing Plan 5.15 Marketing Concept: A service that was grown by the community, helping the community to grow artistically with it.

50 5.2 Marketing Strategies Example: Management intends to use a qualified advertising and marketing firm to help the business reach its intended musician audience within the targeted market. This campaign will include the use of traditional print and media advertising as well as the Internet (via the website described below). Direct advertising campaigns will be of significant importance to the Company as the Recording Studio is offering programs a wide variety of musicians and sound artists. The Company will also establish connections with local recording labels, and will develop a small local advertising campaign that will feature flyers and small advertisements in selected local music publications and newspapers. The business will also maintain an extensive website that will feature information regarding the studio, images of the studio equipment and recording rooms, contact information, and pricing information. Mr. Doe intends to use a number of online marketing strategies to drive traffic to the website including pay-per-click advertising (for people searching for recording studios in the targeted market) as well as advertisements on MySpace.com. domain name, webhosting, SEO? social networking myspace, facebook, twitter Free spaces craigslist multimedia design and building brand around founders? word of mouth go to gigs - blogs Brochures, flyers & business cards music rooms, shops, music teachers radio stations offer contest services for advertising Audioble flyer in a compilation CD Press Releases 5.3 Pricing Day Rates: With Engineer With Producer Hourly Rates for singer/songwriters: With Engineer With Producer

51 Mixing Costs: Standard Mix of Professional Quality Mastering Costs: In-house Outsourced Pre-Production Rates: Hourly Day In this section, describe the pricing of your services and products. You should provide as much information as possible about your pricing as possible in this section. However, if you have hundreds of items, condense your product list categorically. This section of the business plan should not span more than 1 page. 5.4 Marketing Budget See Marketing Budget attached to Marketing Plan 5.5 Management Biographies James Saunders Chief Engineer/ Technician James has developed his portfolio as an engineer by engaging with a number of projects utilising advanced recording techniques that have encompassed key knowledge of microphone practice, acoustics and treatments, and a technical awareness of equipment specifications and timbral qualities. Further, as an accomplished guitarist, bass player and drummer, James has the ability to understand a recording from a musical perspective, affording him the empathy required to recognize the true potential of a project and the sonic shape it needs to take. To date, James portfolio consists largely of working with local musicians, and in particular bands of a heavier nature, that includes metal bands The Seventh Cross, The Decline and Mother Dirt, indie bands, Zebedy Rays and Tallulax Fix, and singer/songwriter, Dean Elliot. In addition to James engineering and musical knowledge he has a strong background as an IT technician, providing Growing Recordings with a well informed understanding of the digital technology that comprises the large majority of modern day record-making. Russell Cook Producer/Studio Manager

52 As a well-seasoned musician and songwriter, with a Masters qualification in Record Production, Russell brings a capital of musical knowledge to the partnership. Whilst developing skills as a producer, Russell has worked alongside a number of well-respected musicians, engineers, and experienced producers that have helped him forge a well-rounded and informed understanding of song arrangement and melody. Coupled with a good grasp of the application of the technology that captures the sparks of creativity, Russell is able to contextualize his musical thought and ideas within the realms of industry standard techniques, while still harboring the desire to be truly creative and innovative whenever possible. To date Russell has worked alongside former Jeff Beck Group vocalist, turn producer, Bobby Tench, in a production capacity alongside Kate Bush and Bee Gees engineer, Brian Tench, and as producer whilst working together with wellrespected engineer, George Shilling. Other notable and useful sources of information include songwriter and guitarist, Jim Cregan and experimental artist, Ben Power a.k.a Blanck Mass. Another interesting asset that Russell brings with him to Growing Recordings is a working knowledge of public relations based on experience of both the music and film industry, and a number of other media based projects.

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Appendices 6.
Interview with George Shilling George Shilling is a recognised recording engineer whose credit list encompasses Yazzs number one hit, The Only Way is Up, The Soup Dragons hugely successful cover of the Rolling Stones Im Free and a whole host of other widely recognised names, like Steve Winwood and Blur. Questions regarding production and home studios 12/12/2011 Hi George, So as I mentioned, for an assignment we have to set up a marketing plan for a potential venture within the music industry for the future - me and a friend have been doing some mobile recording of bands recently and are considering setting up in business together. Therefore, the questions enclosed are really seeking some information about the role of the producer in the modern day music industry with some extra questions regarding the complications and issues that may arise when operating a study independently. Thanks for helping me out with this, please find questions attached. Russell: How would you define the role of the modern day producer compared to the much more traditionalised idea of the same role? George: Traditionally the producer was in control of the budget and would have to deliver the master recordings to the record company. These days the clients are often the artists, making things a bit simpler! But the producer should still have the creative overview. The exact role varies between producers and even between projects. A good producer will have many different skills! Would you say that there have been significant changes to the way producers are utilised today as opposed to the past. If so, do you think such changes have been of detriment to the role of the producer and in turn the modern day music industry? No, except that there are probably more self-producing artists who don't always realise the benefit they might gain from collaborating with a sympathetic and experienced producer. When you started out in the industry was there much, if any overlap between the job of the producer and that of the engineer? Has that changed now?

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Yes there have always been producers with varying degrees of engineering expertise, perhaps more producers engineer these days due to smaller budgets and necessity. What factors / reasons would you say contributed to your decision to build and put into professional use your own independent studio? Closure of many upper/midrange studios; Reduction of budgets; Difficulty of working in the spare bedroom and the fact that it was going to be changed into a children's bedroom! What are the pros and cons of operating independently? Pros: Better time management, I can set prices and control my diary. Cons: I have to do my own cleaning, teamaking [sic], assisting... Which do you prefer? I'll have a coffee with one sugar please?? What difficulties do you think a young studio business will face today? For example if two friends went into business, with one fulfilling the role of engineer and the other acting in a production capacity, and together they set up their own independent studio facility, what problems might they face? A lack of bookings unless they have a track record. Without stealing one's business secrets, what factors do you think contribute, above all else, to the success of a studio? The skill and experience of the proprietor! Plus of course the collection of (interesting) instruments and effects. Do you often do much mobile recording? If so, do you think that style of recording is more suited to the modern world? Not often, but it can be fun. Not sure what you mean but it's certainly easier to achieve results more cheaply these days. What advice would you offer.to a producer who is just starting out? Find some very good artists to work with - you might need to do some projects for free...!