5.

0 Marketing plan
5.1 Target customers People who pay for professional photo portraits are generally status-conscious professionals who have children, and so we have segmented the Bandar Muadzam Shah metropolitan area according to the social status of families. We have used education as a measure of social status. This is because, Bandar Muadzam Shah is the only one city in Pahang, where education is the most vital in this place since there are several institution which are Universiti Tenaga Nasional, Politeknik Muadzam Shah, MARA Junior Science College Muadzam Shah and just list a few.

i)

Families of College Graduates Professionals are, almost by definition, college graduates. They are the ones most likely to have a need for professional photo portraits for career purposes. They are also most likely to have the means and taste to want professional photos for their families, as well.

ii)

Families of High School Graduates People who have not completed college are assumed to be more likely to be employees or be in a trade. While many of them may have the means for professional photos, relatively few will use them. They are more likely to use home-made photographs, except for rare occasions, such as a high school photo or wedding.

iii)

Families of Non-High-School Graduates These are families who are generally without the means to hire professional photographers on a regular basis.

Bandar Muadzam Shah metropolitan area has a total population of 72,344 in 2006. Some 25.5 percent of the adult population in the metropolitan area is composed of college graduates, which we will here define as professionals. Some 62 percent of the population is made up of high-school graduates.

5.2 Product AFIA Studio will help our clients to look their best, will keep their photos up-to-date, and will capture the special moments of their lives. AFIA Studio has a comprehensive program to preserve memories on an ongoing basis. We see individual pictures, especially baby pictures, as gateway products for our programs of ongoing photography. All of our photos are created in a high-resolution digital format, from which our prints are made. Since the Internet and commonly used printers typically use the lower-resolution 300 dpi format, 300 dpi digital files are available to clients for a nominal charge. Higher-quality digital photos and prints carry full pricing. We will retain the high-resolution data and clients can order more prints from us if they wish. Our photo studio includes quality props for portraits and baby, child and pet photography. The physical environment of the studio is fun and accessible, making families want to come here. We also go regularly to peoples homes and bring cameras and lights that are out of the budget of nonprofessionals.

Our products include: a) Baby Pictures Our specialty is baby pictures. We have a unique combination of props and a passion for babies. Babies are also our prime gateway product for entering families into our programs of ongoing pictures. b) High School Senior Yearbook Portraits Senior pictures are a long-standing tradition that brings high school seniors into photo studios. By making these photos easily accessible in digital form, and by marketing prominently on the Internet, we hope to capture much of this market. We offer a special package of a family portrait at half price with the senior picture. It is often the parents who are paying for the senior portrait, so we want to establish a relationship with the parents. The parents will want a picture of their senior with the rest of the family. This introduction to the family will allow us to market our other services. c) Family and Pet Portraits Portraits of the entire family are needed for display, to send to relatives and to use in family newsletters and websites. Most families have pets, and we can arrange family portraits that

include them. While we do not specialize in pet portraits, we have props and will take standalone photos of pets as well. There is an additional charge for exotic animals. d) Individual Portraits Individual portraits are commonly needed for individual and business websites, business cards, brochures and annual reports. e) Models Portfolio and Glamour Shots Photos suitable for magazine publication. f) Wedding Album Weddings are one of the most special moments of life. Our wedding album includes up to 7 hours of wedding photography, with prints displayed in a custom photo album and digital images on CD. g) Annual Portrait Program We take the initiative to schedule the annual portrait and we replace it in last year's frame while saving last year's photo in a portfolio. h) Baby Picture Program We arrange pictures of the baby at 1 month, 3 months, 6 months, 9 months, 1 year, 18 months, 2 years, and 2 years. i) Child Portrait Program We arrange a portrait of the child at 3 years, 4 years and 5 years, or until the child begins to be photographed annually for school pictures. j) Capturing Memories Program We arrange an annual portrait of the family and individual pictures of each member of the family. Photos can include pets and the house and grounds, if desired.

5.3 Pricing strategy Our prices are competitive with other high-quality professional photographers in the area, but digital files are delivered affordably by CD or free by email. Our value added is in our programs of calls to capture the growth of the family. There are four strategies that we are used.

i)

Charge by the shoot This is the strategy that most photographers use when they are first starting out, because it is easy and straightforward for everyone involved. There are no surprises or hidden fees, which keep the customer happy, and the photographer's bookkeeping work on the back end is kept to a minimum.

ii)

Itemized Put simply, this approach is the best insurance you have against getting ripped off. Basically all of the time you agree to spend with a client (preparing, shooting, retouching, etc.) can be broken out into separate line items, right alongside any physical (or digital) goods you plan to deliver. Everything is spelled out in plain sight, so there should be absolutely no surprises. Even better, many clients really appreciate this approach because it gives them infinitely greater insight into into your pricing methodologies, and helps them budget accordingly. They'll take comfort in the reassurance that they won't get hit with a barrage of hidden charges when they least expect it.

iii)

Charge by the image Basically the way it works is, you take all of the costs that you might ordinarily break out into separate line items, such as a session fee, retouching time, etc. and you combine them all into a single flat fee that's assessed for each completed image you'll place into your client's hands.

iv)

Hybrid If you find that none of the above approaches is absolutely perfect and will cover you in every given situation, you could always combine bits and pieces from different strategies and "roll your own."

5.4 Promotion Strategy

Promotion and marketing can actually be fun if we just step outside the box and look at it in a new and exciting way. Here are five promotion strategies that will be used.

i)

Social MediaSocial Media is considered one of the most powerful marketing tools available today, the potential connections are virtually endless. But in order to maintain this awesome power effectively, we must consistently engage and communicate with customers and fans so that we will standout and be shared, followed and liked. We will try all the popular outlets like facebook, Pinterest, Tumbler, Twitter etc.

ii)

Word of Mouth and Up-selling Successful networking thrives when we balance a connection to your online community with a connection to your local community. Start local, build a reputation, and then think bigger. Our local community is a very valuable source of business and will support us, plus it is possible we will get better rates for advertising because we live in the area. There are many ways we can build and strengthen our connection with our local community: Stay current on events happening in our area, and participate whenever possible. Introduce ourself and circulate business cards and brochures. Take our camera with us just making ourself visible as a photographer can get the word out. Donate a free session for a local fundraiser include a sample of our work and stacks of cards. Donating time to a charity can go a long way, even offering reduced rates for a good cause can end up working in our favor in the long term. Do not forget about the client base we already have established contact them consistently to offer them deals and find opportunities for upselling. Exhibit our work in a local gallery or art center, it is the perfect opportunity to get exposure in our local community. Email MarketingBuild A mailing list of existing clients and encourage potential clients to join by offering deals in exchange for their email address. Pay special attention to content and timing when composing and sending your emails. Make sure our emails are not so frequent that the folks on our mailing list get tired of seeing them. Send a newsletter every month as a way to keep clients aware of special deals or promotions. Thoughtful, relevant content will make sure that your emails do not end up get marked as spam. Do not be afraid to get personal share stories about our shoots and latest work, experiences we have had on a recent trip, or information about where we find our inspiration. Also, feel free to flatter our clients a bit by

iii)

talking about what wonderful subjects they are and telling them how much we appreciate them. Sharing this type of information builds a more intimate connection with our audience an audience that is not only exposed to our work as a photographer, but that is also consistently interested and engaged in our progress and feels like an integral part of our success. iv) Your Website and Blog Showcase our talent by developing and maintaining a strong online portfolio. We can choose a professional website template especially designed for photographers and have your portfolio up in less than a day. Our images can be one of your most powerful tools, so we will update and change images often to hold our clients attention. We will keep your portfolio full of our best photos, but not so many that they overwhelm our viewers. A guestbook is a great way to encourage clients to post comments and is a convenient way for people to learn about how happy our clients are. Blogging is a super effective way to express our unique personality and feature examples of our work, but if a potential client visits our site. Creating content and bodies of work that make other people want to share it with their family, friends, and extended social media network is like having our very own marketing team. v) Getting Published Despite the popularity of online marketing, getting our work in an actual printed publication also has the power to get us some serious attention. Introduce ourself and engage them when submitting our work. Once we find out what they are looking for, develop shots and content that fit the publication and try pitching a story idea with our photo to give it some context. We will submit our work as frequently as we can at least once a month. This increases our chances of success.

5.4 Company location and facilities We will open in an 800 square-foot studio at Lot 2927Q, Jalan Sukahati, 05350 Bandar Muadzam Shah, Pahang, the heart of the commercial district with ample free parking. The space will be leased for three years beginning at RM800 a month with cost-of-living adjustments made annually. The studio will have a highly visible electric sign and a 20-foot wide display window visible to passing foot and auto traffic. Customers will enter a public area with a counter, samples of our photographs and albums, and couches for waiting. A separate playroom with props and other toys will accommodate children with sitting areas for parents, while a utility area off the back door will be set up to accommodate pets and their props. Children, pets and props can be brought into the photography studio for their photographs. An office and working area will be used for assembling the final product.