Emnt-420 Business Plan Evaluation

Chelsea Evans
2/21/17
Jeff Blake
ENT-420
Business Plan Evaluation
Description
Promerit Advertising is an advertising company focused on optimizing a company’s email marketing techniques through offering tools in planning and implementation. Their end goal is to successfully implement a cost efficient email campaign with an increase in overall sales and customer engagement. This will be accomplished in a nine-step process including several stages in planning, testing, implementing, tracking, and analyzing. Even though my business idea is centered on social media marketing, I chose to examine this company because I felt that they both capitalize on a current digital marketing trend. I could not find a business plan for a social media agency

They are anticipated a five percent response rate, resulting in 5,000 leads per year.

Accuracy of Assumptions It is not possible to research the accuracy of their assumption of their target market due to the fact that they do not clarify the exact details of their target market. It is not clearly documented where the market size of “two million potential customers” is derived from, therefore, cannot be tested.

Credibility of Management Robert Humphrey and Cheryl Littlejohn are both cofounders of Promerit Advertising. Robert Humfrey’s experience consists of a BA in Marketing from Ohio State University, ten years of work-related experience in direct marketing, and five years specifically in email marketing campaigns. Additionally, he created and expanded a company called Kemp and Johnson, an Internet Marketing Group. Cheryl Littlejohn’s experience consists of a BS in Computer Science from UCLA, experience as an IT administrator for an Internet startup, the technical lead of an email campaign for 800.com, and a technical lead of email marketing campaigns at Kemp and