Free4Summer

BUSINESS PLAN

BOARD OF DIRECTORS

Managing Director Finance Director Human Resources Marketing Director Operations
Mickyas K Oumer (HR) Director Freddy Bettam Director

Olly Maddocks Tayla Cox - JOINT -

[email protected] [email protected] [email protected] [email protected] -

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EXECUTIVE SUMMARY

NAME:

FREE4SUMMER

LOGO AND BRANDING:
When developing the logo and branding the main objective was to ensure that the visual captures the
spirit of our brand. Our brand aims to attract music-loving university students.
With music and students in mind, we were able to make many different draft logos. Below are the two
most popular logos selected by the directors of Free4Summer:

Logo 1: Logo 2:

Elements of both logos represent our brand in different ways. Logo 1 has a design that is fluid right in
the centre, this evokes movement and flow which is what our consumers will be doing at our festival in
the form of dancing. However, the colour scheme is not fit for purpose with what we intended to do
with Free4Summer. Although logo 1 looked great on draft websites and tickets, it did not look as good
on T-shirts, mainly because of the black colour block background. Forecasts suggest T-shirts will make
up 4% of total revenue. Furthermore, T-shirts provide a free form of promotion for our brand therefore
it is imperative that the shirts are aesthetically pleasing. This is what ultimately led to logo 2 being the
number choice.
Logo 2 had more vibrant colours which align better with the theme of a festival. The design clearly
illustrates our brand name as well as our logo and slogan. The arrangement of the arrows points inwards
emphasising the letter ’F’, our logo, as well as making a star shape. This creates a clean look that is easily
recognisable and differentiated from any other competitors.
Below are sample T-shirt with our branding:

(Anon., 2021)

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CURRENT POSITION:
Free4Summer is a two-day festival for students that aims to provide high-quality entertainment initially
at the University of Surrey’s PATS field:

The Festival will be held each year on the last weekend of the academic year to celebrate students hard

work and achievements. On the opening year, Free4summer will also be celebrating the end of national

lockdown in England.

What makes Free4summer unique to any other festival:

- It will be held on university grounds. Being held on a University campus allows for proximity with our

target market therefore, costs can be reduced on things such as promotion. Furthermore, students will

have little to no travel expenses to get to our festival as it is already on campus. 56% of people asked in

our questionnaire said they do not require any mode of transport to get to the festival (Free4Summer,

2021).

- No festivals held in the surrounding area of Guildford in June. Free4Summer will be the only available

festival held in Guildford. The lack of competition in the area reduces the barriers to entry. Furthermore,

absence of substitutes is likely to mean that Free4Summer will become relatively more price inelastic

allowing us to explore different pricing strategies.

Sources of revenue Description Contribution

Tickets Students will be able to purchase tickets two weeks before the £44,990

festival date. Individuals can buy ticket online, via email as well (95.6

as in person. %)

Merchandise Branded merchandise will be sold at pop up stands all around £1750

PATS field. (3.7%)

Commissions Local clothing brand The Millions Aesthetics (TMA) will be £350

charged 10% commission on each item of clothing sold at (0.7%)

Free4Summer. This is for allowing TMA to use of our venue

which guarantees high footfall. Furthermore, since TMA will be

the only clothing brand at Free4Summer, we will be creating a

local monopoly justifying the commissions.

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MISSION STATEMENT:
Free4Summer will provide a safe and fun environment for the thousands that will attend. We aim to
deliver high quality entertainment events that attract our student population and encourage the
celebration of overcoming the pandemic and exams. We will be charitable in our community as well as
to COVID-19 funds/NHS to help build our community back up.
All the directors have an invested interest in bettering the local community as we are all students at the
University of Surrey. The main ways we will be contributing is by employing local talent.
- The local music school, Guildford school of acting (GSA), will be performing for segments on both days
of the festival led by first year student Janna ([email protected]).
- Food will be provided by local businesses, Pizza Man and Lord falafel.
- Collaborating with local entrepreneurs such as Sarangan ([email protected]), owner of The
Millions Aesthetic.
- Percentage of profits will go to local causes.
- Employment opportunities first advertised to university students.

VISION STATEMENT:
At launch Free4Summer will only be held at the University of Surrey. This will allow us to focus all
resources on insuring Free4Summer has a successful first festival. However, in the Long term as the
brand grows Free4Summer will launch festivals on university campus all over the country with all the
festivals happening simultaneously.

Year 1 Year 2 Year 3 Year 4

Free4Summer will also extend the duration of the festival from two days to three by year 2. Market
research showed that 48.7% of students prefer a festival that’s three days or longer (Free4Summer,
2021). Expanding to a three-day festival increases revenue significantly. It is also likely to improve our
profit margins due to the economies of scale gained as we expand.

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VALUE STATEMENT:
Free4Summer offers a final get together for the student community before leaving for summer. For final
year students, it gives them the opportunity to look back and celebrate the wonderful years at their
respective Universities. Free4Summer will bring student communities closer by ensuring all students
that attend create life lasting memories with their closest friends. Creating memories now more than
ever is crucial, especially for our target market, as it has been more than a year of the covid-19
pandemic that has made social life almost non-existent.
MARKETING MIX 7Ps:
Product – Free4Summer is mainly a service-based organisation providing entertainment to students. To
ensure the service we provided was suited to our consumers we carried out extensive market research.
The main factor on how entertaining our festival will be is the quality and genre of music.

(Free4Summer, 2021)
Initially the genres of music were hip hop, pop, and R&B. However, market research suggested that indie
rock would be more popular than R&B as shown above. This led to the decision of changing acts
accordingly.

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Place – For consumers unable to acquire tickets or unable to attend we would still like them to
experience Free4summer. As a result, we have scheduled live streams on the days of the festival for
followers of our social media pages to join. Followers will be able to watch our festival live for free form
anywhere in the world. Not only does this make Free4Summer more inclusive but it can also be a form
of promotion.
Price – Considering our target market are students, the prices of our products and services must be
affordable. Below is a graph showing prices students have paid for festivals in the past (Free4Summer,
2021):

Free4Summer will be collaborating with a local clothing brand to offer students that attend our festival a
discount. The clothing brand ‘The Millions Aesthetic’ is run by a student at the university of Surrey.
Attendees of Free4Summer will receive a free 20% discount code on clothes from The Millions
Aesthetic. This is mutually beneficial to both organizations. Free4Summer will be able to earn
commission for displaying the discount code on tickets, whilst The Millions Aesthetic receives promotion
for their product as well as a popup stand on PATS field.
Promotion – Promoting this event will mainly be done through posters and social media campaigns.
Posters will be put-up all-around campus to raise awareness of Free4Summer and the service
we provide. Below is an example of one poster:

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Social media campaigns will be the most affective way of
reaching the masses. This is because over 79% of our target
market uses social media (Anon., 2020). This combined with
posters is sure to build up anticipation and excitement within
our target market.

Physical –
Online: Free4summer has set up an easy-to-use website with access to all the information our
consumers may have. If the information displayed on the website does not answer all queries a
consumer may have, it has a function to live chat.
Free4Summer is also available on multiple social media platforms. Our Instagram page ‘_free4Summer’
allows consumers to look at photo of our festivals and key dates. Instagram also enables consumers to
interact with Free4Summer using mechanisms such as hashtags, comments, direct messages, and
‘story’. Snapchat account ‘_Free4Summer’ enables consumers to tract the activities of our festival in the
previous 24 hours.
Below are screen shots of our social media pages:

Link to website: https://free4summerfestiva.wixsite.com/my-site
People – Employees of Free4Summer are almost all students, this means that often the employees may
not have yet mastered their trade. However, the jobs mostly consist of manual labour which does not
require much skill. On the other hand, the acts preforming are a mixture of professionals and students.
There is a skill gap between the acts, nevertheless it is not significant enough to be a cause for concern.
Processes – There are little to no internal process barriers, this is because we ensure that our employees
are highly motivated and professionals in their field. One way in which we assure this is by having third
party companies with years of experience cater for our customers. For example, festival goers at the
marquee will be catered for by marquee staff.

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Bibliography

Anon., 2020. Avocado Social. [Online]
Available at: https://www.avocadosocial.com/uk-social-media-statistics-for-2020/
[Accessed 6 may 2021].
Anon., 2021. Brandcrowd. [Online]
Available at: https://www.brandcrowd.com/maker/logo/7e875756-3979-4bd7-adb2-
51f5012edfc1/draft/cb0bdb35-c083-4bcd-b8f2-baa3e8de5887?savedTo Draft=True
[Accessed 2 may 2021].
Free4Summer, 2021. Free 4 Summer questionnaire. [Online]
Available at:
https://docs.google.com/forms/d/1lsEC5aAvpLmBTpyxhDmmLgmObZ95U9db7TGJ3oZR8e4/edit
[Accessed 2 may 2021].

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