Sreece Popupexhibit Final

Pop-up Exhibit | Shannon Reece | Making the Business Case for Sustainability SD-7530-10
Chrysalis Creative
Exhibits
Shannon Reece
Making the Business Case for Sustainability SD-7530-10 | 2015
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TABLE OF CONTENTS
EXECUTIVE SUMMARY .............................................................................................................. 4
GENERAL COMPANY DESCRIPTION ......................................................................................... 6
GUIDING PRINCIPLES ...................................................................................................................7

MISSION, VISION, VALUES, GOALS ................................................................................................7
PRODUCTS AND SERVICES ..........................................................................................................15
MARKETING PLAN ....................................................................................................................15
ECONOMICS ............................................................................................................................15
PRODUCT.................................................................................................................................22
COMPETITION ...........................................................................................................................25
MAINSTREAM PRODUCTS.................................................................................................................... 29
SUSTAINABILITY FOCUSED PRODUCTS .................................................................................................... 35
COMPETITIVE FIELD SUMMARY ............................................................................................................. 39
CUSTOMERS .............................................................................................................................40
CUSTOMER SUMMARY ....................................................................................................................... 42
NICHE .....................................................................................................................................43
STRATEGY .................................................................................................................................44
PROMOTION.............................................................................................................................44
PROPOSED LOCATION ...............................................................................................................47
DISTRIBUTION CHANNELS ............................................................................................................47
SALES FORECAST .......................................................................................................................48
OPERATIONAL PLAN ................................................................................................................48
IMPLEMENTATION FRAMEWORK ...................................................................................................48

PRODUCTION ...........................................................................................................................51
LOCATION ...............................................................................................................................53
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ACCESS .......................................................................................................................................... 55
COST .............................................................................................................................................. 56
LEGAL ENVIRONMENT ................................................................................................................56
PERSONNEL ..............................................................................................................................66
INVENTORY ...............................................................................................................................63
SUPPLIERS .................................................................................................................................64
CREDIT POLICIES .......................................................................................................................65
MANAGEMENT AND ORGANIZATION ...................................................................................66
PROFESSIONAL AND ADVISORY SUPPORT .....................................................................................72
STARTUP EXPENSES AND CAPITALIZATION..............................................................................72
START-UP EXPENSES ...................................................................................................................72

CAPITALIZATION ........................................................................................................................73
FINANCIAL PLAN .....................................................................................................................78
PROJECTED CASH FLOW............................................................................................................78
NEXT STEPS ...............................................................................................................................79
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EXECUTIVE SUMMARY
General Company Description:

Chrysalis Creative Exhibits is an experiential marketing company that specializes in
designing and managing mobile, pop-up, brand experiences in a way that is profitable
for the environment, people, economy, and culture. CCE will serve brands of all shapes
and sizes at venues all over the U.S. wherever there is adequate access and sufficient
space to accommodate the exhibit. The company will constantly monitor the long-term
effects of its role and will seek to be a champion of sustainability within the exhibit and
event industry.
Products and Services:

CCE offers a full range of services geared towards the mobile pop-up exhibit and event
industry. These services include exhibit design, event planning, exhibit building, exhibit
installation and dismantle, event management, shipping, and storage of the exhibit.
Marketing Plan:
There are various companies within the traditional trade show industry ranging from full-
service exhibit houses offering design, build, and management services to labor
management companies that coordinate all of the logistics of trade shows and events.
Other companies offer traveling pop-up exhibit options as well. There are also
experiential marketing firms that design and plan immersive brand experiences for
clients as part of an overall brand strategy.
CCE will cater to mid-sized companies or subsidiaries of larger brands. These brand
clients certainly intend to show off their brand, educate consumers, generate long-term
brand loyalty, and boost sales. But they also have a desire to launch their exhibit or
event with minimal impact on the environment and with a healthy residual effect on
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the local community and culture. CCE intends to fill a niche by centering all of its
business on combining sustainability with traveling pop-up exhibits and events. A
sustainable approach to traveling pop-up exhibits and events is so new that at this
point the threat of competition is low.
Operational Plan:
CCE will either contract out all build-outs for exhibits and vehicles or will manage them
internally. The company is devoted to considering the complete life of the exhibits
including their re-use or disposal. CCE will aggressively pursue eco initiatives that
improve the triple bottom line: planet, people, and profit. The company will be careful
to maintain all necessary certifications, exhibit and event regulations, and liability
coverage. Due to its potential scrutiny as a company that promotes sustainable
practice, CCE will be careful to follow all FTC Green Guidelines.
Management and Organization:

The company will start out with three personnel a business manager, a designer, and
a technical expert expanded later to five and perhaps later to twelve.
Financial Plan:
In order to keep start-up costs and operating expenses low, CCE will start out leasing a
co-working environment, and warehouse storage space. The company will lease all
necessary vehicles and structures. It will also contract out all sales, exhibit building, I&D
crews, and brand ambassadors. Later, as profitability expands, CCE will consider
employing some of these positions and owning some of these assets.
Next Steps:
In order to implement this plan, CCE will need a much more comprehensive financial
plan based on thorough research of the pop-up exhibit market.
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GENERAL COMPANY DESCRIPTION
Chrysalis Creative Exhibits is an experiential marketing company that designs and

manages exhibits for brands at various events. CCE specializes in the use of mobile,
pop-up, brand experiences using a trucks, trailers, staging, dome structures, and/or
shipping containers. CCE services brands of all shapes and sizes at venues all over the
U.S. like inside exhibit halls, outdoors in parks, parking lots, sports field; wherever there is
adequate access and sufficient space to accommodate the exhibit. The company will
support a circular economy, ensuring that materials on the front end of the life of the
exhibit will be able to provide real value at the end of their usefulness - either to create
new exhibits or to benefit other entities - instead of going to the dump. Chrysalis will
constantly monitor the long-term effects of its role in the exhibit and event industry and
take deliberate measures to do business in a way that is profitable for the environment,
people, economy, and culture.
Figure 1 - Be Bamboo - Sustainability
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Figure 2 - Twirl - Out Of This World event
MISSION, VISION, VALUES, GOALS
Guiding Principles
As a values-based company Chrysalis Creative Exhibits will profit from services rendered
while also making an impact on the event industry as a whole. By modeling the Living
Principles framework CCE will increase profits for ourselves and our clients, and gain a
reputation for integrity, responsibility, and long-range vision.
The companys most important mission though is to significantly improve the impact of
the event and trade show industry on the environment, society and culture by offering
services that protect true prosperity for generations to come. This is a growing trend.
Fortunately, an increasing number of businesses are seeing the benefits of sustainability
practices, not just in their offices, but in events as well. Chrysalis Creative Exhibits is all
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about helping clients make a big impact in the marketplace - without making a big
impact on the environment.
Four Streams of Integrated Sustainability
Environment: Actions and issues that affect natural systems, including climate
change, preservation, carbon footprint and restoration of natural resources.
(Living Principles, AIGA)
Chrysalis Creative Exhibits will promote the use of sustainable materials for
structures.
It will use either renewable resources, recycled materials or non-hybrid materials
that are easier to recycle.
It will incorporate renewable energy and energy-saving strategies in all
applications.
It will choose safe, sustainable materials and methods in the production of all
graphics.
All trailers or containers will be outfitted with modular and panelized materials
that can be easily replaced and designed to be easily disassembled.
The company is committed to eliminating waste by careful planning and
construction, and offering alternatives to wasteful disposables.
People: Actions and issues that affect all aspects of society, including poverty,
violence, injustice, education, healthcare, safe housing, labor and human
rights. (Living Principles, AIGA)
CCE will support local economies.
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CCE will protect the lives of its builders and installers by ensuring non-toxic
materials and a safe work environment.
It will provide its workers a fair wage and will reward excellence in performance.
The Company will help fulfill societys need for festival by taking part in
meaningful community events.
The company will enhances the lives of local communities by re-purposing
retired exhibits for use elsewhere.
Economy: Actions and issues that affect how people and organizations meet
their basic needs, evolve and define economic success and growth. (Living
Principles, AIGA)
The company will offer a service that is valued by clients who see the advantage
of increasing brand loyalty through meaningful experience.
CCE realizes cost savings by using energy and fuel efficient strategies.
CCE provides value beyond its intended service by promoting sustainable
practices and strengthening communities.
CCE will promote the additional long-term benefits of a solid reputation, based
on the preservation of communities and natures beauty.
CCE believes that transparency promotes client trust and will be open about its
performance, shortcomings, and goals.
CCE will make use of social media and open platforms and online communities
to encourage innovation.
CCE will support a circular economy.
CCE will seek ways to expand the lease-not-own model that presently exists
within the event industry.
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Culture: Actions and issues that affect how communities manifest identity,
preserve and cultivate traditions, and develop belief systems and commonly
accepted values. (Living Principles, AIGA)
The company sees itself as a part of something bigger than itself.

The company will endeavor to prove that it is proactive in caring for the
environment, people, and culture.
Sustainable choices will be obvious and tangible.
The company will create meaningful experience by demonstrating that there is
more to life than financial revenue.
CCE intends to inspire both clients and guests of the exhibits to adopt the same
sustainable mindset and practice.
Mission Statement:
To provide powerful brand experiences for our clients in a way that inspires long-term
loyalty and a commitment to sustainable practices.
Vision Statement:
To change the mobile pop-up exhibit industry by providing memorable experiences

that enrich communities and the environment.
Values Statement:
1. We give back and invest in social and natural capital.
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2. We act with awareness that we are part of something bigger.
3. We do no harm.
4. We educate and empower clients and visitors.
5. We dazzle by doing event design and management with excellence.
6. We learn from failures and celebrate small victories.
Goals and Objectives:
In 3 years:
1. To be making 2 million in annual sales through a minimum of 12 venues.
2. To have a minimum of four staple events per year, one each quarter.
3. To have repeat business from five loyal clients.
Business Philosophy:
1. Find and join forces with sustainable companies
2. Provide a powerful interaction between clients and their audience
3. Inspire long-term brand loyalty for clients
4. Convince customers to value what CCE and its clients value.
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Industry Overview:
The 80s and 90s were a boom for the trade show industry. After the economic downturn
in 2008, many companies changed the way they spend marketing dollars to smarter
more target-specific marketing. Experiential marketing, specifically in the form of mobile
pop-up exhibits, takes advantage of social media and is much more effective at
producing results. Chrysalis Creative Exhibits is poised to take advantage of this shift
toward a more focused form of marketing, the pop-up exhibit.
Market Segment Overview:
CCE will cater to mid-sized companies or subsidiaries of larger brands. These brand
clients certainly intend to show off their brand, educate consumers, generate long-term
brand loyalty, and boost sales. But they also have a desire to launch their exhibit or
event with minimal impact on the environment and with a healthy residual effect on
the local community and culture. CCE intends to fill a niche by centering all of its
business on combining sustainability with traveling pop-up exhibits and events. A
sustainable approach to traveling pop-up exhibits and events is so new that at this
point the threat of competition is low.
Company Strengths and Competencies:
1. 15 years of experience in the trade show / event industry, experiential marketing

design and management.
2. 10 years of experience in solar and other alternative energy
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3. Background in materials and construction with a strong knowledge base of

sustainable materials.
4. Existing network of material suppliers and vendors
5. Creative problem-solving skills
6. Whole systems thinking.
7. Honesty and transparency in business
Legal Form of Ownership:
Chrysalis Creative Exhibits will most likely be an LLC, mainly due to its flexibility. It affords
more protection than a partnership or sole proprietorship, but is less complicated than a
corporation. It also avoids the double taxation that is attached to a corporation. Also,
should it become more desirable to incorporate, a LLC can always make the transition.
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Figure 3 - Dome Guys Exhibit
Figure 4 Coke Brand Activation
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MARKETING PLAN
Products and Services
CCE offers a full range of services geared towards the mobile pop-up exhibit and event
industry. These services include exhibit design, event planning, exhibit building, exhibit
installation and dismantle, event management, shipping, and storage of the exhibit.
Economics
Facts about the industry:
Experiential marketing creates high quality, lasting impressions that can change
the way people feel about a product or service. It is about creating a
relationship between the customer and the brand.
As a society we want more from a business, we want an experience come on

engage us! (Leach, Emily)
The premise is to create a closer bond between the consumer and the brand by
immersing them in a fun and memorable experience. If a brand event stirs genuine
positive emotions within people then they are more likely to associate those
emotions with that brand, which is more effective than just showing them a
Facebook ad or something. (Moth, David)
Chrysalis Exhibits is about helping brands create these relational experiences in a

globally-responsible way, and creating experiences themselves that are more
meaningful. CCE wants to go beyond the borrowed Hippocratic Oath to do no
harm. Instead we want to go beyond that to create experiences that prosper
and nurture life on all levels. Experiential marketing is a trend that is on the rise.
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98% of consumers exposed to a product or service at a brand event will talk

about the positive experience, with 2/3 mentioning the brand after the event.
80% of consumers state that out of all forms of communications, experiential
marketing is most likely to provide the info needed to make informed purchases.
93% of event-goers give the sponsoring brand the OK to stay in touch via
coupons, email and advertising.
Nearly 50% of consumers who attend branded experiences purchase sponsored
products (900lbs. of Creative)
Current demand in target market:
The trade show industry is the second largest producer of waste, generating
600,000 lbs. of trash every year; second only to the construction industry. Each of
the 60,000,000 million people worldwide that attend a consumer or industry trade
show produces, on average, 20 pounds of garbage, totaling more than 1 billion
pounds annually. (Schueneman, Thomas)
Figure 5 - Are You Trashing Your Event? (www.virtualeventbags.com)
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Trends in target marketgrowth trends, trends in consumer preferences, and trends in

product development:
Experiential Marketing has grown from 3.6% in 2011 to 7.8% in 2012. (Hanlon,
Patrick)
Does the market value sustainability?
According to the general public in a survey conducted by Nalgene in partnership with

Brita. The study questioned 3,750 individuals living in the top 25 largest U.S. cities,
gauging behavior on waste, sustainability, shopping, transportation and more. 57%
cited that it is our responsibility to ensure the health of our planet for future
generations as the motivation for changing behavior. 22% said it makes financial
sense. The survey also revealed that Americans think that environmental efforts need
to be easy, convenient and save money. (Americas Least Wasteful City)
Growth potential and opportunity for a business of this size:
There are 1,212 B Corporations out there, covering 121 industries and 38
countries. (Certified B Corporations). Many of these will be the companies CCE
will pursue as clients.
Larger recession or inflation issues:
Experiential marketing is expanding in part as a response to recession and

inflation. Companies want more results for the money they spend on marketing.
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Possible Barriers
Here is how Chrysalis Creative Exhibits relates to some of the barriers to entry that have
been identified for this market specifically:
High capital costs
On the design side, capital costs are very low, because computers, software are all that
is truly needed to design events for clients. A studio space would be preferable but
even that is not mandatory. Spaces can be rented for meetings with clients. On the
management side however, costs could be high, especially if CCE owns several trucks,
trailers, and portable domes and then leases them out to clients as needed. There
would be the cost to purchase and then maintain the equipment. In order to generate
all the power for the event then it will be necessary to purchase and maintain, or lease
all of the renewable energy generators and batteries. Chrysalis will try to work with
companies like Real Goods Inc. to lease PV solar generators.
High production costs
Production costs will be a factor in converting and outfitting trailers for pop-up exhibits,
but the costs are not prohibitive. CCE will try to minimize those costs by eliminating
waste in production through careful designing, estimating, and purchasing, and cutting
materials. The company will try to maintain a small stock of extra, commonly used
material, save money by buying material in bulk when applicable, and will work with
clients to generate appropriate lead times to avoid rush situations where cost is high.
Chrysalis may also opt to contract out to a company like MRA that specializes in out-
fitting and leasing vehicles of all kinds for the pop-up industry.
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High marketing costs
Marketing costs will not be high as CCE will rely on website, word-of-mouth, referral
incentives, and social media for all of its marketing needs.
Consumer acceptance and brand recognition
CCE will market its service to any corporation that might be looking for a sustainable
solution to traveling pop-up exhibits and events. B Corporation brands may be
especially targeted simply because they would most likely have the same goals in mind
for exhibiting. Because CCE markets to brands and not to the general public, the
challenges and potential barriers for consumer acceptance and recognition of a
brand only work in the companys favor. The better job that CCE does in showcasing
their clients brand the better CCE will appear.
Training and skills
Some specialty training would be required to set up and operate renewable energy
equipment and the bamboo geo domes. This is not a barrier because the skill level is
not high and can be learned quickly with a moderate amount of training. It is actually
an investment in people, communities, and the environment. CCE will empower its
employees to go out and duplicate the same systems in their homes and communities.
Unique technology and patents
There are no technology or patents needed to carry out this business.
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Unions
Unlike the trade show industry there is no known union interference for pop-up exhibits.
However, CCE may find that union labor is unavoidable in which case the company will
pay for and use the required union labor force. CCE will also discourage going to
certain cities where union interference becomes a real problem.
Shipping costs
Due to the amount of locations in which pop-up events happen, high shipping and
travelling costs could be a barrier. CCE will take every step to try to coordinate logistics
to minimize unnecessary travel and ensure that it operates fuel-efficient vehicles. The
company will work with clients to generate appropriate lead times to avoid last-minute
rush shipping charges.
Tariff barriers and quotas
All manufacturing will be done in the U.S. however some materials may be purchased
from overseas suppliers in which case tariffs may indeed be a barrier (i.e. Guadua
Bamboo). If so, CCE will look at alternative suppliers or different material choices.
Response to Changes
Undoubtedly there will be changes within the industry and local and even the global
economy that will have affect CCE. Here are some explorations and conclusions based
on a list of possible factors:
Change in technology
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CCE will position itself to take advantage of more eco-effective technology as it

becomes available.
Change in government regulations
CCE will position itself to take advantage of more stringent environmental regulations.
Fortunately, experiential marketing takes on many different forms. In that case, if
government regulations made pop-up exhibits impossible, CCE would simply morph into
another form of experiential marketing, but still with the same environmental emphasis.
Change in the economy
As mentioned earlier, part of the reason that experiential marketing has taken off is due
to economic pressure on companies to spend marketing money more wisely to ensure
more targeted results. If the economy should take a downward turn and make travel
impossible, CCE will change its service offer, and possibly its location, to focus on local
or regional marketing events.
Change in your industry
Experiential marketing seems as though it is in a constant state of flux, fluidly adapting

to new social and technological trends. The days of handing out flyers and brochures is
over. There is a push to adopt paperless communication practices by capitalizing
smartphones, social media, and projected imagery instead. CCE will be an agent of
change and will influence the event industry to involve more people and engaging
participation rather than relying on passive handouts.
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Product
Feature 1 - Conceptual design and renderings. Chrysalis Creative Exhibits provides

the benefit of conceptual designs that are carefully and thoroughly explored within a
whole systems framework. Not only does the exhibit provide a meaningful brand
experience, but also a quantifiable boost to culture, environment, people, and the
economy.
Feature 2 - Value and structural engineering. CCE provides the benefit of

collaborating with structural engineers who share the same values and have specific
experience outfitting RVs, trailers and mobile outdoor pop-up exhibits.
Feature 3 - High quality fabrication. CCE provides the benefit of selecting materials
that fit within the sustainable framework materials that are durable, recyclable,
biodegradable, and non-toxic. The goals of fabrication will be: fine craftsmanship,
strength and durability, zero waste, and modularity that makes it easy to replace and
upgrade exhibit pieces. Options include:
For venues that require shelter from climate and weather, indoor lounges, dance floors,
etc. CE will provide bamboo geodesic structures with insulated panels. These geo-
domes are infinitely scalable and structurally superior, especially in high wind conditions.
Bamboo is one of the top sustainable building materials. If required, insulation will be
provided either by an outer blanket layer of forced air or mushroom foam.
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Shipping containers and pop-up trailers hauled by sprinter van or semi-truck. Shipping
containers are a cheap and readily available solution that demonstrates the essence
of using recycled materials. Vintage airstream trailers may also be refurbished and used.
Finally, RVs may also be used. In any scenario, vehicles, domes and containers can be
mix and match and designed to work together.
Feature 4 - On-site supervision, coordination of services, and logistical planning.

CCE provides the benefit of 15 years of comprehensive experience on the show floor
managing and coordinating shipping, drayage, installation, dismantle, brand
ambassadors, lighting, and union labor. By using renewable energy generators, XYZ also
offers complete off-the-grid energy solutions.
All installation and dismantle will be performed by trained CCE personnel. Tools will be
recharged by alternative energy generators.
Brand ambassador if needed the Chrysalis team is perfectly capable to assume the
role of brand ambassadors in order to work alongside brand representatives within a
retail shop or operating an interactivity.
Interactivity Chrysalis will gravitate towards activities that require physical

participation, foster teamwork, and build community and culture.
Power CCE will generate all of its own power by means of renewable energy
generators (PV solar panels and vertical axis wind turbines). When applicable, some
exhibits may include an exercise area that supplies power to the exhibit.
Lighting Chrysalis will use all LED lighting and will work with companies like Color
Kinetics and Fabric Images for wall wash color effects.
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Graphics CCE will always try for projected graphic images over print media and will
work with companies like Fabric Images.
DJ / Sound / Video
Catering / Drinks if required CCE can provide off-the-grid refrigeration and even
sustainable cooking options using solar cookers and rocket stoves.
Feature 5 Shipping, Storage and maintenance. Chrysalis Creative Exhibits uses fuel
efficient vehicles to transport pop-up exhibits; secure, indoor, energy efficient
warehouses to store pop-up exhibit properties, including RVs and trailers; and like-
minded mechanical / fabrication vendor shop to maintain all properties.
Feature 6 - Custom rental solutions. Chrysalis Creative Exhibits may own several rigs
(trailers, trucks, vans, or RVs) and other properties (shipping containers and bamboo
geo-domes) to make them available to a brand client as a lease agreement. CCE
assumes all responsibility for maintaining the exhibit properties and the vehicles
themselves including the renovation of the vehicle / exhibit space for the next client.
Refund Policy
A refund policy will be offered. CCE commits to maintain, power, and renovate,
repurpose, or dispose of all properties involved in the pop-up exhibit for a flat service
fee. If CCE should fail on any part of the exhibit program after the company has
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already committed to the client, if the client has put any money toward the cost of the
exhibit / event a certain percentage will be refunded to the client.
Competition
Porters Five Forces Model
Industry Rivalry There seems to be a moderate amount of rivalry. It is high for

traditional trade show exhibit design and management services. However, in this case,
there arent many companies practicing sustainability and there are virtually none who
practice sustainability within the unconventional traveling, pop-up exhibit / event
industry.
Threat of New Entrants There is a high threat of new companies arriving on the scene
because the cost to start is so low and the enticement of a wide open market is high.
Threat of substitute products / services This threat is low. What other substitutes could
there be? Though experiential marketing as a whole is wide and varied in its
applications and contexts, the mobile exhibit / event industry is very specific.
Bargaining power of suppliers The power of suppliers is low. RVs, trailers, shipping
containers, and geo domes ate readily available. Sustainable building materials,
lighting options, and alternative energy generators are also easy to come by.
Bargaining power of Clients The threat is low because there are virtually no design and
management firms
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Table 1: Competitive Analysis
Competitor
Chrysalis Competito Importanc
Strength Weaknes A-
Creative r B Blair, e to
FACTOR s s Greenspac
Exhibits Inc. Customer
e
Greenspace
CE will may be the
stack up new standard
well against for sustainable Blair is old
Products X X 2
the trade show school
competitio exhibit design
n here and
management
CE will
probably Very
be higher competitive
priced than on price
my I dont know when
Price competitor X X how they comparing 1
because structure price two
many conventional
sustainable trade show
options exhibits.
cost more
Not sure that
Blair would
May be the
rate very
new standard
high on
for quality
CCE will be quality.
within
able to Cheap
Quality X sustainable 1
compete materials
trade show
on quality might look
exhibit design
nice but it
and
says nothing
management
about actual
quality
CCE will be
able to
apply
creativity to
Selection X 2
offer
selections
that fit the
context.
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Competitor
Strength Weaknes A-
e
Lots of
options
exist.
Due to the Has won
nature of a multiple
sustainable design Blair has
business, awards. proven
Service X 1
service is in Repeat clients themselves
the details. indicate over 60 yrs.
CCE could satisfactory
shine service
Logistics in
this business Has won
are multiple
Blair has
complex design
proven
Reliability and X awards. 2
themselves
deadlines Repeat clients
over 60 yrs.
are tight. indicate
Failure is a reliability
danger
Referring to
market
stability,
Experiential
Appears to be Appears to
Stability marketing is X X 3
stable be stable
very cost
effective
and
adaptable
Made up of
CCE has two veteran Blair has 60
experience trade show yrs.
Expertise only within X X design and Experience in 3
the design management trade show.
realm companies. Hard to beat!
Hard to beat!
Excellent not sure
Company CCE has no
X reputation. about Blairs 2
Reputation reputation
large and reputation
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Competitor
Strength Weaknes A-
e
reputable
client list
speaks for
them
A location
in Greenspace is Blair is
Indianapoli positioned well located
Location s or Denver X X for the midway 5
gives CCE outdoor gear along the
an marketplace East Coast
advantage
CCE will
have to Greenspace Blair designs
Appearanc step up designs run-of-the-
X 2
e when it beautiful mill exhibits.
comes to exhibits Nothing new
design.
Blair appears
to work
This niche Greenspace
mostly for
market puts understands
Sales defense
CCE in a X X this shift from 5
Method contractors
position of owning to
and sell
advantage leasing
exhibit as
product
Credit
? ? ? ? ? 5
Policies
CCE will
rely mostly
Greenspace
on Blair seems
seems
grassroots progressive in
Advertising X progressive in 4
social their use of
their use of
media and social media
social media
press
hoopla
CCE could
Hot, new, Old, dated,
Image easily X 1
sensible worn out
enhance a
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Competitor
Strength Weaknes A-
e
brand
image by
showcasing
sustainabilit
y in with the
brand
How will Chrysalis Creative Exhibits efforts stack-up?
Chrysalis Exhibits fills a unique market niche amongst pseudo competitors. There are
plenty of full service exhibit houses, trade show and event management companies,
and experiential marketing firms. There is one completely sustainable full service exhibit
house yet it does not offer a mobile pop-up exhibit service. There is another sustainable
event management company that places more emphasis on events than on pop-up
exhibits. There appears to be a unique space in between traditional trade show design
and management and event planning and management a sustainable pop-up
exhibit design and management company.
Mainstream Services Companies
There are three basic non-sustainable categories that relate to the service Chrysalis
Exhibits offers, none of which claim to incorporate sustainable practices:
1. Full-service exhibit houses that offer design and management services
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2. Trade show and event management service companies that specialize in

management, labor, and logistics only.
3. Experiential marketing firms
Figure 6 - ProExhibits - Traveling exhibit semi and trailer
Full service exhibit houses
ProExhibits designs, manufactures, and supports marketing environments for events,

trade shows, and retail and mobile exhibits, serving clients worldwide. Within the
broader trade show and event framework, ProExhibits offers experiential marketing
taking a client brands interactive event on the road. In this area of their company they
specialize in custom design, build, vehicle sales and leasing, tour equipment and
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logistic services. They ensure that the clients mobile unit gets noticed, with custom
designed wrap around graphics and interior design services. ProExhibits also plans and
orchestrates events. They handle all necessary criteria and logistics, from marketing,
design & planning, exhibit and furniture rentals, event services, travel reservations,
signage and more.
Materials: ProExhibits makes no claim about using sustainable, recycled, recyclable,

non-toxic, or bio-degradable materials.
Energy: ProExhibits makes no claim about using alternative energy sources or

maximizing fuel efficiency.
Processes: ProExhibits makes no claim about using sustainable systems approach to

processes within the company.
Waste: ProExhibits makes no claim about eliminating waste within normal operating
procedures.
Blair, Inc. is a full service custom exhibit house, providing 60 years of exceptional
customer service offer a full range of exhibit development and management services
including: Exhibit design and consultation, museum and other services, graphic design,
interactive design and multimedia, 3D animation and modeling, fabrication and
custom metalworking, graphic production and lamination, project management,
meeting and event planning, shipping and storage, and installation and dismantle.
They also do not appear to offer anything in the way of traveling pop-up exhibits.
Blair, Inc., 7001 Loisdale Rd., Springfield, VA 22150 http://www.blairinc.com/
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Materials: Blair, Inc. makes no claim about using sustainable, recycled, recyclable, non-
toxic, or bio-degradable materials.
Energy: Blair, Inc. makes no claim about using alternative energy sources or maximizing
fuel efficiency.
Processes: Blair, Inc. makes no claim about using sustainable systems approach to
processes within the company.
Waste: Blair, Inc. makes no claim about eliminating waste within normal operating
procedures.
Trade show and event management service

companies
Freeman Company, is an enormous international trade show and event logistics and
management service company, located throughout North America and the United
Kingdom. They handle audio/visual, concierge, creative development, electrical
services, exhibit design and fabrication and rental, graphics production, furnishings and
carpet, lighting, rigging, staging design, social media activation, translation services,
and transportation.
Freeman Company, www.freemanco.com/
Materials: Freeman uses 98 percent recycled foam carpet padding, and also offers
plastic carpet covering (Visqueen) containing between 50 and 75 percent recycled
content. Freeman uses modular structural systems made of recycled aluminum that, in
its natural finish, can be recycled and extruded back into new components after use.
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The volume of aluminum recycled into new each year is well over 500,000 pounds.
Freeman offers table top covers made of 20% to 40% recycled materials. The film is pre-
cut to standard table sizes to reduce waste. Freeman also offers eco-friendly rental
exhibits are composed of recyclable materials that can be recycled again.
Energy: Freeman's exhibit transportation service is certified as a member of the EPA

SmartWay Transport Partner program that recognizes partners for setting and
achieving greenhouse gas (GHG) reduction a goals in freight transportation.
Processes: Freeman offers signage printed directly on substrates-direct to print-without

laminating at select locations and use post-consumer content whenever possible.
Waste: Freeman has implemented a digital entry system for exhibitor orders that
significantly reduces paper consumption and stores all orders in a document database,
both in advance and at show site. Freeman estimates that more than 200,000 orders will
be processed digitally this year, resulting in an estimated savings of 600,000 sheets of
paper.
Zenith Labornet boasts of 50 yrs. in the tread show industry as a labor and logistics
management company.
Zenith Labornet, www.zenithlabornet.com/
Materials: Zenith Labornet makes no claim about using sustainable, recycled,

recyclable, non-toxic, or bio-degradable materials.
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Energy: Zenith Labornet makes no claim about using alternative energy sources or
maximizing fuel efficiency.
Processes: Zenith Labornet makes no claim about using sustainable systems approach
to processes within the company.
Waste: Zenith Labornet makes no claim about eliminating waste within normal
operating procedures.
Experiential marketing firms
Listed here are two experiential marketing design firms who design pop-up exhibits /
events among their myriad other services; yet they also appear to have no sustainable
focus:
MKG is an experiential marketing firm that offers brand strategy consulting, digital
integration, event production, brand identity, environmental design (immersive brand
environments), web & digital design, and fabrication. MKG makes no claim for
sustainability in any of its practices (material, energy, processes, or waste). However,
they are deeply committed to service. MKGives is the umbrella that now links their three
we-want-to-help programs together. Those programs are MKGrow, Katie Days, and
TeaMKG. MKGrow provides all staff with funds to support charities of their individual
choices. Katie Days are must-take annual service days, named in honor of a dear friend
of Maneeshs. And TeaMKG programs bring the whole company together to serve and
celebrate.
MKG, New York, 599 Broadway 4th Floor, New York City, NY 10012, www.thisismkg.com
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EliteEXP is a branch of Elite Marketing Group. They offer a full range of creative services,
live experiences and brand activation, and digital experiences and tech services. They
make no claim to practice sustainability in any of their operations.
EliteEXP, 247 West 35th St. Suite 700, New York, NY 10001, www.elitemg.com/exp/
Sustainability Focused Products
These companies provide a refreshing alternative to businessas-usual methods of

creating exhibits and events. They re-evaluate and replace traditional materials and
energy-wasting processes, with globally responsible alternatives within a whole systems
framework. Their goal is to offer similar-but-better services as the other companies.
Figure 7 - Greenspace Logo and Banner
Greenspace is a sustainable exhibit house offering a full range of trade show design
and management services. However, Greenspace appears to focus on traditional
trade show exhibits and not traveling pop-up exhibits. Their client list is enormous
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almost all outdoor gear companies. They were formed from a merger between two
veteran trade show design and management service companies so they have
decades of experience and an excellent reputation. At least a dozen of their clients
exhibit at Outdoor Retailer in Salt Lake City.
Greenspace, 22581 NW Wagon Way, Hillsboro, OR 97124, www.greenspacegroup.net
Materials: Focus on sustainable, recycled, and recyclable materials and finishes.

Continually research and maintain a library of green materials and suppliers.
Energy: Partner with local suppliers to reduce carbon emissions from shipping.
Processes: Integrate emerging techniques in sustainable manufacturing and new green

materials.
Waste: Reuse and repurpose existing components whenever possible. Develop and
maintain high end rental properties fabricated from sustainable materials.
Additional Issues: Belong to the Oregon Natural Step Network which supports Oregon
businesses in establishing a framework for sustainability.
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Figure 8 - Yogi Tea booth at the Natural Products Show in Anaheim - Greenspace
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Figure 9 - Twirl Event
Twirl is an event planning boutique that specializes in crafting and curating human
experience with creativity, care and conscience. They design mind-blowing creative
experiences that care for their clients and the collective. They say they want to
transform the event industry into one thats about more than just a good party; but
about concern for footprint and our collective interdependence. Their services include
planning, production, and promotion. They are a certified B Corporation.
Twirl, 1924 Union Street, Suite 4, Oakland, CA 94607, www.twirlmanagement.com/,

212.360.0397
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Competitive Field Summary
Strengths Weaknesses
No rivalry due to very limited competition. Lack of experience, lack of customer

Unique and meaningful experience. High knowledge and perceived value, lack of
attention to detail. Great craftsmanship. credibility and reputation.
High durability and longevity. Cost
savings due to zero waste.
Opportunities Threats
There is great opportunity for success Threat of new entrants is low because the
because there are almost no sustainable cost of owning lease vehicles and trailers
mobile pop-up exhibit design and is high. The threat of substitute services is
management service companies in medium because there are other
existence. substitutes (like electronic media) within
the experiential marketing classification.
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Customers
Chrysalis will market to business customers, namely brand clients, whose demographic
factors might include the following:
Industry (or portion of an industry) CCE will initially avoid the food industry as
food service regulations it will undoubtedly add another level of complexity
to the business. Initially, CCE will draw from the sports and adventure sports
apparel and equipment brands.
Location Will be within the two Eastern and Western mountain regions.
Size of firm Small to medium-sized companies. (For example, Champion

sportswear is a smaller niche brand within the larger Hanes Brands
International. Another example, New Balance athletic shoes did $2.4 billion in
sales in 2012. Through 4,000-plus associates they are able to cater to some
120 different countries.)
Quality, technology, and price preferences Experiential marketing is

valuable for any company, therefore it is almost impossible to target specific
brands when all brands are considered open opportunities. With that being
said, Chrysalis might target companies that perhaps sell their product online
but are considering building actual retail stores and would like to travel
around with a pop-up shop to do some test marketing first to see if retail
stores would be a viable option. Figs, a fairly new B Corporation start up that
offers high quality medical apparel is considering pop up shops to test its
market.
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Customer Summary
Strengths
As stated earlier, CCE offers what more than a standard mobile pop-up exhibit service.
It offers a complete design and logistics service with sustainability as the focus and
goal. This sets CCE apart from much of the competition that either has no sustainability
focus or does not focus on mobile pop-up exhibits.
Weaknesses
There are two major weaknesses:
1. Many companies still consider sustainability as a value-add option instead of just the
normal way of doing business. For that reason, if CCE has to charge higher prices for
any service components (CCE will stick with competitive pricing if at all possible) many
businesses may go to a competitor with lower prices and fewer scruples.
2. Many of the companies that passionately embraces the effort and vision of CCE are
small B Corporation start-ups that may not have enough financing to afford the services
that CCE offers.
Opportunities
Chrysalis will view the weaknesses previously noted as opportunities rather than simply
weaknesses alone. CCE will try to work with companies that are new to the green
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scene and are willing to take steps toward putting on a mobile pop-up exhibit in a
more sustainable way.
Threats
There are two major threats:
1. It has not been determined yet whether there is a threat from new competitors
arriving on the scene that offer the same services with a sustainability focus. The cost
for buying vehicles, trailers, and pop-up domes may be high in which case it would be
a major deterrent to new entrants. However, there may be other ways for competitors
to procure those vehicles and properties and so it should still be considered a potential
threat.
2. The market may take a turn, fuel prices may go up, forcing brand clients to do
experiential marketing in other ways besides mobile pop-up exhibits and events.
Niche
Out of all the companies that are out there in traditional trade show, pop-up exhibit
and event industries, there are only two that have built their entire business on
sustainable principles. One is a full-service exhibit house and appears to compete only
in the traditional tradeshow arena. The other is an event management firm that may
delve into travelling pop-up exhibits, though it is not the main focus. CCE intends to fill a
niche by centering all of its business on the unique combination of sustainability and
traveling pop-up exhibits.
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Strategy
By taking this approach, CCE plans to complement the other two sustainable
companies. This is one strategy that CCE will implement. The good news is that a
sustainable approach to trade show, let alone traveling pop-up exhibits and events is
so new that there is plenty of room to play. CCE will start by contacting all existing
companies in which it has an existing relationship. The company will also attempt to
work through the B Corporation network. CCE is interested in doing some pro bono
exhibits and events for some B Corp start-ups who want to expand their brand but may
not be able to afford a brand activation venue. This would be a mutually beneficial
arrangement. Both companies would benefit from the exposure. CCE will be on the
lookout for both award competitions and project bids to enter. Finally, the company
plans to contract out to independent sales reps who are familiar with the industry and
can generate sales leads and clients.
Promotion
Chrysalis Creative Exhibits will get the word out to customers by word of mouth, web
and social media, and PR events (pro bono fundraiser events and so on)
Advertising: CCE will not use radio, television, newspaper or magazine advertising
because they are costly and irrelevant to this market.
Image: Chrysalis wants to be seen as smart, forward-thinking, and innovative.
As for its own branding and graphic image support, Chrysalis will have its own small in-
house creative team that will produce all company branding and necessary collateral
material (though printed pieces will be minimal because the company will try to live out
its principles by example). The creative team will also design its own multi-functional
space that encourages fluid networking and interaction.
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Chrysalis will use social media feeds and blog to appeal to the top-level needs in brand
clients self-actualization, esteem, etc. feeding them short updates about how their
involvement is changing the world. The company will also provide information about
how clients can join in with different efforts. This helps the brand company to realize
something greater than itself and build a meaningful legacy which will only contribute
to the added benefit of increased brand loyalty.
Promotional Budget
As stated earlier, company brand identity will be mostly web-based. Chrysalis will shy
away from paid print and mail advertising. It may do a special initial announcement
mailer. Mainly the company will focus on low cost and low print methods, incorporating
all social media streams and a blog (with actual valuable information, not advertising
smokescreen). Chrysalis will barter and exchange mutually beneficial services with other
companies whenever possible. The company will sponsor various freebie events.
Before startup:
o Squarespace website
o Google Adwords?
Ongoing:
o Squarespace website
o Promotional pro-bono events
Pricing
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Chrysalis should be able to offer lower prices than the competition on some items due
to cost savings. In order to minimize the trade-off effect Chrysalis will offer multiple
levels and compilations of service:
Package #1
Chrysalis offers design services only both for the event and the mobile pop-up exhibit.
Package #2
Chrysalis designs the event and the mobile pop-up exhibit properties, oversees the build
out, and then leases out the properties to the brand client (vehicle, trailer, dome
structure, etc.) The brand client is responsible for executing the event on their own.
Package #3
Chrysalis takes care of design services, manufacturing, leasing of pop-up exhibit

properties, and the management and logistics of installation and dismantle of the
exhibit for the event.
Package #4
Chrysalis will offer everything as in offer #3 with the addition of storage services.
Package #5
Chrysalis will offer everything as in offer #3 with brand ambassador services (providing
company reps to work alongside brand reps) during the event.
Note: It may be better to line item each individual service component, attach a price,
and then work with the client to mix and match modular services. Price is a competitive
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factor and CCE must be able to come in with competitive pricing and/or clients must
be convinced that they are getting better service than with the competition.
Proposed Location
Brand clients will want to know if Chrysalis can get to all the events on the schedule.
They want to know how far the distance because they need to factor in time and fuel
cost. CCE will be housed in a warehouse with an office studio / loft. As this is a specific
niche market, competition will not be located nearby. The location will be consistent
with the companys image because the office will be in a place where the company
can model sustainable practice. Chrysalis will weigh the impact and advantage of
reclaiming an old space or build a new space. For example, it may conserve much less
fuel to build or lease a new warehouse thats right on the freeway or close to an airport
as opposed to choosing a run-down warehouse in the lower downtown district where
accessibility might not be ideal.
Distribution Channels
How will Chrysalis Creative Exhibits sell its services?
In the beginning Chrysalis will hire 2-3 independent sales representatives. After the first 2-
3 years the company may consider hiring its own in-house sales force of 2-3 people.
CCE plans to enter competitions and bid on contracts as they are identified. CCE also
plans to manage some events as pro bono community projects or fund raisers. This has
the dual benefit of helping a particular effort or business but also causing a media stir
that acts as beneficial PR for CCE.
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Sales Forecast
As it is nearly impossible to attach actual figures at this point, here is a breakdown of

expenses that are traceable and help in extrapolating design and service fees and
sales projections:
1. Initial client meeting meet and greet, go over project criteria / event challenge
2. Research and initial contacts of suppliers and vendors of all of the various aspects
of the mobile pop-up (i.e. rigs and trailers, builders, material suppliers, Dome Guys,
Fabric Images, Color Kinetics, Real Goods, warehouse lease, etc.)
3. Communication / memos by phone and email, each takes an average of 15

minutes.
4. Purchase or lease of vehicles, trailers, and dome tents.
5. Design / event planning time at $65 / hr. (this includes research time)
6. Design presentation and planning meeting with client
7. Cost of build out for trailers and other structures
8. Cost of graphic production (including lights, and lighted or projected graphics)
9. Cost of event pieces (like Dome Guys or Be Bamboo geo dome tents)
10. Shipping driver time and travel expenses and fuel
11. Storage fees including lease of space and utilities
12. Installation crew (time x rate/hr. and travel expenses)
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13. Actual event management including brand ambassadors (time x rate/hr. travel
expenses)
14. Dismantle crew (time x rate/hr. and travel expenses)
OPERATIONAL PLAN
What follows is an explanation of the daily operation of Chrysalis Creative Exhibits as a
business its location, equipment, people, processes, and surrounding environment.
Implementation Framework
For this section it is necessary to refer back to the Living Principles mentioned previously
as it will act as the framework to both guide general principles and operations.
Environment: Actions and issues that affect natural systems, including climate change,
preservation, carbon footprint and restoration of natural resources. (Living Principles,
AIGA)
CCE will specify materials in the design that are ecologically safe, durable,
and/or recyclable.
The company will store exhibit properties in crates and pallets that are designed
for multiple uses and highly recyclable and will ship exhibit properties in the most
fuel-efficient way possible, using the most fuel-efficient transport making use
regional warehouses to keep distances to a minimum.
CCE will manage tools better so that they do not have to be replaced as often
due to loss or theft.
The company will specify event structures that incorporate fuel-efficient heating
and cooling schemes.
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When possible, the company will specify alternative forms of energy for electrical
needs and energy efficient lighting (i.e. daylighting schemes).
People: Actions and issues that affect all aspects of society, including poverty,
violence, injustice, education, healthcare, safe housing, labor and human rights. (Living
Principles, AIGA)
CCE will empower employees to use their own tools. The company will provide
the first set for employees. Employees must replace their original tools at their
expense.
Employees are to be paid well at competitive rates for building, handling,
transport, installation, and dismantle.
Employees will be well-trained on how to handle crates and exhibit properties so
that there is less injury, less damage and ultimately less loss and waste.
Employees will be trained to use alternative energy sources for power (i.e. solar
generators) and cooking (i.e. solar cookers), which will also provide an added
benefit in that employees can incorporate alternative energy into their own
lifestyles.
CCE will create more loyalty within the company by treating employees fairly,
providing competitive health insurance options, vacation, flex hours, IRA or 401k;
but also other investment opportunities, bonuses (whole team incentives for a job
well done), and profit-sharing possibilities.
Economy: Actions and issues that affect how people and organizations meet their
basic needs, evolve and define economic success and growth. (Living Principles, AIGA)
CCE will save money by building exhibit properties and crates for longevity.
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The company will work with clients to understand and embrace a philosophy in
which basic exhibit / event pieces are built for longevity and can easily be re-
faced and updated.
CCE will save money on building materials, shipping, handling (drayage) by
using pop-up trailers and RVs, and focusing on outdoor events instead of those
inside exhibition halls (unless the RV or trailer can be driven in and set up inside).
CCE plans to capture more revenue in design and management service fees to
clients by adding more value to their event.
Culture: Actions and issues that affect how communities manifest identity, preserve and
cultivate traditions, and develop belief systems and commonly accepted
values. (Living Principles, AIGA)
At kids and family events, CCE will suggest other value adding activities for kids
than just standard inflatable games.
When possible, CCE will involve the local community in planning for the event
certainly in the form of social media.
CCE will be sensitive and inclusive of traditions or holidays within communities
and will either observe or avoid depending on how it will affect the community.
When catering is called for, CCE will try to include solar cookers and rocket
stoves in with options for catering and even include cooking demonstrations as
part of the exhibit when appropriate.
CCE will promote learning for adults and kids.
CCE will include a fund-raiser for something greater than the tournament,
something that goes beyond.
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Production
CCE will either contract out all build-outs for exhibits and vehicles or will manage them
internally. The company is devoted to considering the complete life of the exhibits
including their re-use or disposal. All eco initiative will be discussed later in detail. CCE
will be centrally located in the US in order to have equal access to either coast. The
company will be careful to maintain all necessary certifications, exhibit and event
regulations, and liability coverage. Due to its potential scrutiny as a company that
promotes sustainable practice, CCE will be careful to follow all FTC Green Guidelines.
Chrysalis Creative Exhibits services will be applied to mobile pop-up exhibits nationwide
so it is very difficult to define a specific location. However, trailers, vehicles, and exhibit
properties will have to be built, refurbished, maintained, and stored in a warehouse
shop. The materials, appliances, hardware, etc. that will go into the trailers, vehicles,
and exhibit properties will have to be sourced and shipped to the warehouse shop
location. Sources are categorized as follows:
Portable stages and exhibit pieces should be made of recyclable aluminum

framing and a sustainable substrate from Ply Veneer, Xanita, or Novofibre. Floor
covering by Novofibre or Guadua Bamboo.
PV solar generators We will use Goal Zero products because they are so easy
to use (plug and play) and because they are a company that represents the
kind of values we want to perpetuate. (Goal Zero was recently acquired by
NRG. NRG is leading a customer-driven change in the U.S. energy industry by
delivering cleaner and smarter energy choices, while building on the strength of
the nations largest and most diverse competitive power portfolio.)
Trailers (i.e. Airstream) possibly provided through Featherlite Trailers (all
aluminum trailers are lighter than others which translates into greater fuel
efficiency). Trailers will be configured inside with substrates from Ply Veneer,
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Xanita, and Novofibre. Carpet from Flor. Counters from IceStone and
PaperStone. Trailers, will also be outfitted with Goal Zero batteries and PV panels
and LED lighting and possibly small SunDanzer solar fridge.
Fuel-efficient Semi-trucks, Semi-truck RVs, and Mercedes Sprinter vans (possibly
the Evergreen Imperial which has a Mercedes V6 turbo diesel engine and boasts
of 24 MPG on the highway) through MRA and other companies. Trucks, RVs, and
Sprinter vans will also be outfitted with Goal Zero batteries and PV panels and
LED lighting and possibly small SunDanzer solar fridge (for RVs).
Event Lighting will be provided by Color Kinetics/Philips, all computer-controlled
LED lighting.
Fabric for tension fabric structures and backdrops for projected graphics and
lighting effects - will be provided by Fabric Images or Transformit.
Pop-up dome structures will be provided by Be Bamboo or Dome Guys (if Be
Bamboo is not an option). Geodesic domes are superior in high wind conditions.
Due to their shape they naturally circulate the air and as a result are easier to
heat and cool. Geodesic domes are infinitely scalable and get stronger as they
get larger. CCE may work with a company like Ecovative to manufacture
custom mushroom-based insulated panels that fit into the geodesic structure.
Apparel displays and racks will be sourced from companies that share the same
values. Hangers to be provided by Tree Hanger.
A brief explanation of Chrysalis Exhibits methods:
Production techniques and costs
Production takes place in a warehouse / shop. Builders will use conventional

power tools to cut, fit, and attach materials, substrates and surfaces inside trailers
and RVs. Periodically, builders will need to build kiosks, displays etc. related to the
particular exhibit design. Costs are difficult to calculate at this time.
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Quality control
Whole systems and cradle to cradle thinking will go into the entire design process
so that quality is designed for, not thought about later. As for outfitting trailers
and RVs we will work with like-minded companies (like MRA) who will desire the
same quality that we do. CCE will spec materials that have only high ratings for
durability and quality. All drivers will go through Eco-fleet training driving course
and certification. (CCEs focus on eco-friendly driving strategies - to save on
vehicle fuel costs - makes the company stand out from the rest).
Customer service
CCE will work closely with the client all the way from the initial meeting through
the execution of the exhibit / event. Clients will be involved in the initial phase of
defining the design challenge. CCE will present a design program to meet said
challenge. Client may have two revisions. CCE will serve the client throughout
the actual event. Not certain at this point about a 100% satisfaction guarantee.
Location
Physical requirements of Chrysalis Creative Exhibits location:
Amount of space CCE will need warehouse space for storing brand
client product and exhibit properties.
Type of building As stated earlier CCE will need a warehouse type

building with room for offices and a construction shop.
Zoning CCE assumes that the company will be zoned in an industrial area.
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Note: It is entirely possible that, especially in the beginning stages, CCE takes
advantage of renting a co-working space and warehouse / storage space. The
company may also opt to contract out all construction and lease all vehicles. In
this case, CCE will choose those locations that embrace practices that are in line
with the Living Principles. Green Spaces is one such co-working space. In
addition to being LEED certified Green Spaces has been recognized for its many
sustainable innovations and practices including a comprehensive recycling
program and car-sharing program.
Power and other utilities
Energy - We will use a grid-tied PV and wind energy strategy on the building (with
battery back-up using either Goal Zero or Xantrex portable batteries) CCE will
use occupancy sensors to keep lights off when rooms are vacant. Will use a
Sundanzer solar fridge in the kitchen. Will use smart power strips on all outlets to
avoid phantom loads.
Reduce Waste - CCE will use a water filter and cooler and personal water
bottles. May provide company glass with bamboo cover water bottles to
encourage drinking water.
Paper products - Will use office paper products with the highest post-consumer
recycled content.
Lighting CCE will incorporate and encourage the use of natural light whenever
possible and will use LED lights.
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Heating and cooling CCE will use a programmable thermostat for heating and
cooling and will incorporate green roof and/or green walls as possible to cut
down on cooling costs. The company will ensure that the building is well
insulated and windows are low-E. The company will also install ceiling fans and
ensure that windows can open.
Cleaning Products CCE will use non-toxic cleaners.
Water Conservation CCE will install water conserving devices in break room
and bathrooms and will incorporate rainwater harvesting in the building. The
company will use rainwater for washing vehicles (and non-toxic, plant-friendly
soap)
Interaction with Nature CCE will create easy access to the outdoors and
spaces that invite outdoor interaction.
Access
It is important that Chrysalis Creative Exhibits location be convenient to transportation

or to suppliers with easy access to freeways. Walk-in access would pertain mainly to
vendors and clients on an occasional basis. However, CCE does believe it is necessary
to comply with ADA standards so that the location is accessible to all people. Chrysalis
may consider air and train freight, but its not likely. Mainly CCE will need easy access in
and out with big semi-trucks. Especially in the beginning, the company will not store
client product (it could be shipped back to the client) or exhibit properties for that
matter (they could be stored at a third party rented storage facility). Also there may be
no need to own any vehicles or trailers but instead simply rent them from groups like
MRA. Chrysalis Creative Exhibits could also outsource construction and outfitting of
trailers and vehicles. This would do away with the need for a large warehouse and shop
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in the beginning. The company would only need office / meeting space and off street
parking for loading, unloading, and any cleaning or routine maintenance. CCE office
hours will be 8 am to 5 pm except during actual events when hours will be determined
by client needs at the event (basically 24/7 during events).
Cost
Both cost of sales figures and regular operating expenses will be covered later in the
financial plan.
Legal Environment
Legal ramifications as applied to the following:
Licensing and bonding requirements CCE should be LEED certified.
Permits
o Building permit for remodeling the warehouse / shop / studio
o Parking permits during events
o Storage permits during events
o Electrical permits
o Possible emissions tests for vehicles
o May be required to supply toilet facilities permit required
o Warehouse shop may require a permit to operate to operate power tools

and specialized equipment
o May be required for general waste disposal
Health, workplace, or environmental regulations CCE should be LEED certified.

Much of the workplace warehouse, shop, and office / studio environment has
already been described. To be clear, as related to a LEED certification, the CCE
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facility will be evaluated on its energy, water, resources, emissions, indoor

environment, and environmental management. It is the goal of CCE to provide
the healthiest work environment possible for all personnel. CCE will also abide by
OSHA safety standards (including structural, electrical, and fire hazards). ADA
compliant access.
Special regulations covering your industry or profession CCE will adhere to all
FTC Green guidelines being very careful not to make exclusive claims. Any
qualifications will be clear and prominent and will limit the claim to a specific
benefit. CCE will be cautious in the use of Certifications or Seals of Approval. Any
claims of degradability or compostability of materials will specify that it be in a
reasonable amount of time (no more than one year). Any claims that we make
concerning recycling of materials will disclose how and where. Any claims
related to using renewable materials or materials made with renewable energy
will qualify with specific information (ie. percentage of material from renewable
energy source). The following is a watch list of possible regulations that could
apply to any venue:
o Abandoned Property
o ADA access
o Advertising
o Attendance Capacity
o Audio Visual Services
o Catering / Food service
o Cleaning
o Copyrights and Proprietary Material
o Crate Storage
Page 57 5/5/2015
o Designated Entrances
o Electrical/Utilities
o Engineering/Utilities
o Emergency Operating Procedure (evacuation)
o Exhibitor Work Rules (working with unions)
o Fire and Safety requirements
o Flammables
o Floor Load Limitations
o Forklift
o Freight Deliveries
o HVAC/Utilities
o Insurance
o Internet
o Keys/Lock Changes
o Lost Child Procedure
o Lost and Found
o Material Handling / Personal Owned Vehicle Lane
o Parking
o Permits/Taxes
o Public Address System (announcements)
o Public Safety/Security (evacuation)
o Pyrotechnics
Page 58 5/5/2015
o Recycling
o Rigging Points
o Signage, Banners, Rigging, and Hanging
o Smoking Policy
o Solicitations
Zoning or building code requirements There will probably be permits required

for remodeling a warehouse space, especially if it happened to be in a historical
section of the city (ie. an old warehouse). ADA compliant access to the facility
will surely be required and valued by the customer. XYZ will try to install an
engineered wetlands in order to recover water from washing vehicles. The
company will most likely need a permit for this.
Insurance coverage General insurance to cover the office / warehouse and all
of the trailers, vehicles, and pop-up domes (and enough to cover clients exhibit
properties?), all company liability at an event.
Trademarks, copyrights, or patents (pending, existing, or purchased) Possible

trademark needed for brand identity.
Personnel
CCE will start out with 3 employees (who would also be the managing members of
the LLC), then expand to five, then expand to twelve. The type of labor will be a
combination of skilled, unskilled, and professional professional skills needed for
sales, marketing, design, business management and accounting; skilled labor for
Page 59 5/5/2015
construction, driving, and brand ambassadors; unskilled labor for installation and
dismantling the exhibit. CCE will find employees and independent contractors
through personal networks, business contacts and B Corps job listings.
Pay structure:
Office staff will be paid an annual salary commiserate with the average wages for
that particular skill, will receive two weeks paid vacation, a 401K, and some type
health care assistance, and earn comp hours when 40 hr. work week is exceeded.
Skilled and unskilled employees will be paid an hourly wage commiserate with the
average wage of that particular job, will be paid overtime and time and a half
when hours exceed eight hours in a day. Also a 401K and some type of healthcare
assistance will be explored.
Training methods and requirements:
All drivers will go through Eco-fleet training driving course and certification. (Our
focus on eco-friendly driving strategies - to save on vehicle fuel costs - makes us
different than the others.) Builders / technicians will go through LEED certification
training, Be Bamboo training seminar in Europe, Dome Guys geodesic dome
installation training, and PV Design and Installation through Solar Energy
International. The company will use Base Camp project communication software
and it will be necessary for everyone to be familiar with that application. Those
involved in the retail aspects of being a brand ambassador will have to be
trained on the sales/accounting software thats used. Designers will have to be
trained Adobe CS, Autodesk General Design Suite, and Google Sketchup.
Who does which tasks?
Page 60 5/5/2015
Office Manager / Secretary / PR Manager fields incoming calls, email, social

media, shipments and deliveries, organizes company calendar, orders, etc.
Savvy in social media.
Bookkeeper / Accountant keeps the books, handles invoices, expense reports,

etc.
Sales and Marketing Team meets with potential clients, finds jobs to bid on,
finds competitions to enter, gets the jobs. Maintains long-term relationship with
clients.
Account / Program Manager takes over the account from the sales person
once the client is on board. Serves the client all the way through the pop-up
exhibit project. Maintains long-term relationship with client.
Design Team Includes a mix of graphic/web designer, industrial designer or

interior designer, event designer, lighting/audio/multimedia designer, AutoCAD
draftsman.
I/D Team This is the crew that installs and dismantles the exhibit. They go on the
road with the exhibit.
Brand Ambassadors These are additional crewmembers usually hired on a part-

time, as needed basis. These are often the same people as the I/D Team
Warehouse Manager / Shipping & Receiving This is the person who runs the
warehouse and the shop. Oftentimes it can be the same person who also heads
up the building team.
Exhibit Builder / Mechanic / Electrician / Technician This is the person in charge

of the team that fabricates the entire exhibit or stage set. They must have
Page 61 5/5/2015
mechanical skills as they will also be involved with trucks, trailers, and RVs. Not
only will they build out the interior of these vehicles but they must also outfit them
with generators, PV panels, lights, refrigerators, etc. to supply off-grid power for
the exhibit.
Drivers These people will haul the exhibit over the road to the next pop-up
exhibit destination.
CCE will use contract workers in addition to employees. Especially in the

beginning, the company may operate with a skeleton crew of 3-5 employees
and a contracted crew. In order to keep start-up costs low, it may even be
necessary to hire out to a professional exhibit build firm. Once the company has
been established and has up to 12 employees, the company may still need an
electrician or a mechanical engineer on occasion. Part of all of the sales force
will be hired as independent contractors and work purely on commission. For
events that included catering and sound, CCE would most likely hire a catering
service and a sound engineering firm.
Inventory
CCE will have more than one supplier for critical items as a backup. The
company will keep a small amount of sheet material in stock and frequently used
hardware (like roto-lock hardware) as a precautionary measure. The company will
try to buy in bulk and in advance so that the company avoids rush charges. The
same could be said of cleaning supplies and paper goods buying in larger
quantities is always better. CCE does not expect short-term delivery problems as this
is standard for the industry and vendors are accustomed to operating with tight
turn-around. However, in order to keep rush charges and extra travel to a minimum,
CE will try its best to plan ahead and abide by a realistic calendar with sufficient
lead time. Typically the summer is the busier time for mobile pop-up exhibits
Page 62 5/5/2015
because the weather is nice in the northern states. This is not an issue for southern-
most states. XYZ may anticipate a gear up in the spring for the upcoming summer
season. CE will cope with higher material costs by passing this on to the client; but
not without prior warning well in advance.
Suppliers
Be Bamboo Bamboo geo-domes. Eindeken 41 - 9940 Evergem - Belgium.

http://bebamboo.eu/
Dome Guys geo-dome rentals and sales. Dome Guys International

687 Washington Street, Ashland, OR 97520 USA. http://www.domeguys.com/
Ecovative mushroom packaging and insulation. Ecovative Design, Cohoes

Avenue, Troy, NY 12183. http://ecovativedesign.com/
Fabric Images tension fabric structures. 325 Corporate Drive, Elgin, IL 60123.
http://fabricimages.com/
Flor Carpet tile squares. http://www.flor.com/
Goal Zero PV panels & generators. http://www.goalzero.com/
Guadua Bamboo Bamboo mattes, poles, veneer, and flooring. Guadua

Bamboo, 28 Biesland, Beverwijk, NH, 1948 RJ, Netherlands.
http://www.guaduabamboo.com/
IceStone recycled glass countertops. http://icestoneusa.com/
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MRA Experiential Tours and Equipment. 950 East Whitcomb Avenue

Madison Heights, MI 48071 http://www.gomra.com/home/
Novofibre natural wheat straw panels. http://www.novofibre.com/
PaperStone recycled paper countertops. 2999 John Stevens Way, Hoquiam WA

98550. http://paperstoneproducts.com/
Philips / Color Kinetics LED lighting, wall wash color wash effects.
http://colorkinetics.com/
Ply Veneer honeycomb substrate panels made with recycled content and
100% recyclable. 800 48th Street, Springfield, OR 97478.
http://www.plyveneer.com/
Transformit tension fabric structures. 33 Sanford Drive, Gorham, ME 04038 USA.

http://transformit.com/
Xanita post-consumer content rigid board. http://www.xanita.com/
Xantrex backup battery power. 541 Roske Drive, Suite A, Elkhart, Indiana USA
46516. http://www.xantrex.com/
Credit Policies
CCE will sell on credit. This is typical for the industry. Clients are very large brands
with fairly large budgets but slow pay. Bigger brand clients will get more credit.
CCE will read over the potential clients 10-K to see if the company is trustworthy
or is in the middle of any lawsuits. Half of the expense of the exhibit is due up
front. Half at the end. Payment is due within 30 days of invoice. CCE may offer a
prompt pay discount.
Page 64 5/5/2015
Chrysalis Exhibits will deal with slow-paying customers in the following manner:
CE will make a phone call 60 days after invoice
CE will send a letter 90 days after invoice
CE will get an attorney to 120 days after invoice
Figure 10 - Be Bamboo - Sustainability Europe Expo 2014
Page 65 5/5/2015
MANAGEMENT AND ORGANIZATION

Chrysalis Creative Exhibits will be proactive in training and developing its employees so
that they thrive in their work and environment. Specialized training will be listed with
each job function. Chrysalis will also seek to foster a family / community atmosphere
with carry-in lunches, dinners, backyard grilling, and community help projects etc.
The pop-up exhibit / event business will be managed by three partners. Three is
important because one always acts as a go-between and a swing vote. Business
operations will be handled by the business / operations Manager (and office manager
/ secretary). Design and creative work will be handled by the design director (and
design team and marketing manager). All technical issues of operation will be
managed by the technical director (and builder / technicians).
There will be a plan in place for all three positions to be constantly training
(apprenticing) replacements. This promotes a healthy environment that values
human capital by investing in individual potential. Therefore, the Business / Operations
Manager could have the Office manager / secretary or one of the account managers
apprenticing with him / her as a back-up. The creative director would do the same
with someone in the design team or the marketing manager. The technical director
would also do the same with one of the builder / technicians.
There will also be a plan in place for some kind of job shadow effort, where all
employees have to spend a little bit of time with someone else in another department
seeing and learning about their job in order to foster appreciation and community.
Designers ought to be able to go back in the shop and work with exhibit builders
handling power tools. This will make them better designers. Or sales persons ought to go
out on the road with the installation and dismantle team to see what it really takes to
pull off an event.
Page 66 5/5/2015
Company Structure:
Personnel Key Positions (with descriptions)
Business & Operations Manager In charge of all business for the company. Will
work closely with sales team, account / program managers, office manager /
Page 67 5/5/2015
secretary, and bookkeeper / accountant. Needs to have a business

management background and preferably experience in entrepreneurial
business.
Creative Director In charge of all creative for the company. Needs a design
and management background. Able to handle event / exhibit creation as well
as company image and promotion. Will give creative direction to design team
and work closely with the marketing manager, sales team, and account /
program manager. Must be able to lead, inspire, and encourage creative team.
Technical Director In charge of all technical aspects of show design and

management. Needs to have an engineering background (mechanical,
structural, or electrical) and be proficient in systems thinking. Works closely with
the draftsman / detailer, exhibit builders, the installation & dismantle crew,
possibly brand ambassadors (if technical equipment is being used), warehouse
manager, and possibly drivers (when it comes to working with alternative energy
equipment). Needs knowledge and experience with information technology,
and alternative (renewable) energy.
Office Manager / Secretary fields incoming calls, email, social media (directed
to Marketing Manager), shipments and deliveries, organizes company calendar,
orders, etc. Will work with bookkeeper (and possibly the business operations
manager) to interface with outside accounting firm.
Bookkeeper / Accountant keeps the books, handles invoices, expense reports,

etc. Both Bookkeeper and Office Manager will work with outside accounting
firm.
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Sales Team meets with potential clients, finds jobs to bid on, and gets the jobs.
Maintains long-term relationship with clients. Will work with marketing manager to
find competitions for company to enter.
Account / Program Manager takes over the account from the sales person
once the client is on board. Serves the client all the way through the pop-up
exhibit project. Maintains long-term relationship with client.
Marketing Manager / PR / Social Media This person is in charge of keeping the

public informed of what the company is doing (i.e. press releases, tweets, FB,
Instagram). Is also constantly on the lookout for design / build competitions to
enter.
Design Team Includes a mix of graphic/web designer, industrial designer or

interior designer, event designer, lighting/audio/multimedia designer (although
this role could be performed by the technical director). Designers will receive
frequent training in their bread and butter computer programs and skills (through
Lynd.com or other workshops). They will also participate in creative and
brainstorm sessions with the creative director and marketing manager.
Installation & Dismantle Team This is the crew that installs and dismantles the
exhibit. They go on the road with the exhibit. They report directly to the program
/ account manager but may also receive direction from the exhibit builder /
technician or the technical director.
Brand Ambassadors These are additional crewmembers usually hired on a part-

time, as needed basis. These are often the same people as the I/D Team.
Warehouse Manager / Shipping & Receiving This is the person who runs the
warehouse and the shop. Oftentimes it can be the same person who also heads
Page 69 5/5/2015
up the building team. In charge of organizing the warehouse which will be

especially important if Chrysalis stores inventory as well as exhibit properties for
brand clients.
Exhibit Builder / Mechanic / Electrician / Technician This is the person in charge

of the team that fabricates the entire exhibit or stage set. They will work closely
with the office manager (in ordering materials), the account manager, the
technical director, the installation & dismantle crew, and the drivers. They must
have mechanical skills as they will also be involved with trucks, trailers, and RVs.
Not only will they build out the interior of these vehicles but they must also outfit
them with generators, PV panels, lights, refrigerators, etc. to supply off-grid power
for the exhibit. May be multiple people. This person or team will receive PV
Design and installation training from Solar Energy International. May also go
through LEED certification training program. Chrysalis will invest in ongoing
building workshops so that builders / technicians continue to expand their skills
and craftsmanship.
Drivers These people will haul the exhibit over the road to the next pop-up
exhibit destination. They will receive driver training, basic vehicle maintenance
and trouble-shooting, and will also be trained in how to operate PV / alternative
energy equipment (since much of it will be tied to vehicles system)
Contractors From time to time we may need an electrician or a mechanical

engineer. In order to keep start-up costs low, it may even be necessary to hire
out to a professional exhibit build firm. Part of all of the sales force could be hired
as independent contractors and work purely on commission. If an exhibit
required it we could also hire out a catering service and a sound engineering
firm for a major concert event.
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Professional and Advisory Support
Chrysalis Creative Exhibits is not required to have a board of directors. The

managing members of the LLC will form a loose advisory board, a common
group of mentors that will help hold the company accountable and give
guidance and counsel as necessary. Managing members of CCE will have an
attorney, an accountant, an insurance agent, and a banker. Managing
members of CCE may have a consultant or two for things like music events (i.e. a
sound engineer), structural engineering, and technical ecological issues.
STARTUP EXPENSES AND CAPITALIZATION
Start-up Expenses
Scenario 1 In this scenario Chrysalis begins very bare bones. Office space for initial
team of five will be at Green Spaces (http://greenspaces.com/green-spaces/)
(http://greenspaces.com/spaces/teamspaces/) in Denver a co-working environment
with conference room and special event space included (if needed). The company will
lease and then sub-lease all vehicles and trailers from an outside company, sub-
contract all building and manufacturing to outside company, and as necessary lease
storage space from an outside storage facility. All leasing and storage costs will be
billed to client.
Scenario 2 In this scenario Chrysalis may buy or rent an office / warehouse space,
purchase a minimum amount of vehicles, two different sizes of geodesic domes
Page 71 5/5/2015
Co-working Office Space (3-4 people) $1,000
Office Equipment / Computer $11,000
Software $5,250
Advertising / Marketing $750
Special Equipment $3,600
Office Space / Conf. room
Green Spaces / Team Space
4-6 people - $1595 per month
3-4 people - $1,095 per month
1 person desk space - $795 per month
Capitalization
Sales
Est. Avg. Sale - $211,200 (x 12 venues annually)
Page 72 5/5/2015
Cost of Sales
Est. Avg. event - $185,760 (This includes all costs required to produce an event)
Initial client meeting $100/hr. 3 hrs. $300
Research / initial $100/hr. 5 hrs. $500

contacts (i.e. of
suppliers and
vendors of all of the
various aspects of
the mobile pop-up)
Communication / $100/hr. 5 hrs. $500

memos (i.e. by
phone and email,
each takes an
average of 15
minutes.)
Lease of vehicles Example: 12 wk. $120,000

and trailers lease of 40 self-
propelled vehicle
(600 sq. ft. of interior
space)
Design / event $100/hr. 40 hrs. $4,000

planning
Page 73 5/5/2015
Design presentation $100/hr. 2 hrs. $200

and planning
meeting with client
Build out for trailers $25,000

and other structures
Cost of graphic $5,000

production
Cost of lights, and $5,000

lighted or projected
graphics
Cost of event pieces Example: a 36 $5,000

geodesic dome
from Dome Guys
(doesnt include
shipping or optional
assembly crew)
Shipping driver time ?

and travel expenses
and fuel
Storage fees $.58/sq. ft. 1 yr. lease $4,060

including lease of
Page 74 5/5/2015
space and utilities

7,000 sq. ft.
Installation crew Includes hourly rate, Crew of 10 $6,480

food, and lodging
Actual event (including brand X 5 workers $3,240

management ambassadors)
Dismantle crew Includes hourly rate, Crew of 10 $6,480

food, and lodging
Possible portable ?
toilet rental
Detailed examples of vehicles and trailers for lease:
27 curbside-entry custom tag trailer with glass bump outs and full exterior
graphic wrap:
o 4 wk. - $59,850
o 12 wk. - $79,655
o Full graphic wrap for tow vehicle - $7,200
Eco-friendly tow vehicle upgrade for 27 trailer:
o 4 wk. - $2,500
o 12 wk. $7,500
40 Self-propelled Vehicle w/ 600 sq. ft. interior space. (2) 3 bump-outs, full
exterior graphic wrap and exhibit ready interior. (Interior outfitting not included in
price):
o 4 wk. - $78,925
Page 75 5/5/2015
o 12 wk. - $119,745
Exhibit ready pod 20 x 8 shipping container with full graphic wrap transforms
into 20 x 20 exhibit ready interior space. A 6500 watt generator is included in this
price (though it will be traded out for renewable energy alternative):
o 4 wk. - $95,900
o 12 wk. - $135,150
Note: Typically lease agreements with companies like MRA include insurance,
driver / operator, vehicle cleaning and maintenance, and custom build-out (if
required).
Expenses
Operating Expenses = $305,280/yr.
This includes all general overhead
Salaries $48K - $50K/yr. 3-5 people $250,000
Co-working space $1,000/mo. (phone, $12,000

(for 3-4 people) utilities, conf. rm.
use included)
Warehouse Storage $25,000

Space Rent
Insurance (due to installation $15,000

& dismantle risk)
Page 76 5/5/2015
Certifications (e.g. Autodesk ?

certified instructor)
Software and (e.g. Dropbox, $580

Business Basecamp, Adobe
Subscriptions CS)
Internet / Phone / IT $1,200

/ Security
Utilities (water / gas $100/mo. $1,200

/ electricity)
Office Supplies (i.e. paper goods, ?

printer cartridges,
cleaning supplies,
purified water, etc.)
Company (i.e. website, brand $300

Marketing / identity, etc.)
Advertising Web
hosting w/ Network
Solutions
Office space and warehouse details:
Page 77 5/5/2015
Office space / conference room rent (and possibly furniture). Note: If renting a co-
working space like Green Spaces, utilities, insurance, internet, phones, and many of the
office supplies may be included. $1,000/mo. = $12K/yr.
Warehouse Storage Space Rent = $25K/yr.
10 x 30 storage space rent - $300 per month

RV pull-through storage unit (16 x 45) - $125 per mo.
http://www.alpinervstoragellc.com/8501.html
4,000 (max space needed) $6.51 x 4,000 sf. = $26,040 per yr.
http://www.loopnet.com/Listing/19207135/3524-Robinson-Cir-Charlotte-NC/
FINANCIAL PLAN
Projected Cash Flow
Sales $211,200 ea. X 12 events (min.) $2,534,400
Cost of Sales $185,760 ea. X 12 events $2,229,120
Annual Operating $305,280

Expenses
Page 78 5/5/2015
Figure 11 - Be Bamboo - Replay Festival, April 2015
NEXT STEPS
The desired end state is Chrysalis Creative Exhibits as the go-to company for
sustainable pop-up exhibits and events.
There are two companies that have been identified so far that are actively pursuing
sustainable alternatives to the standard trade show and event business models
Greenspace and Twirl Event Management. CCE could fit in a niche in between as
Twirls focus is more on events and not as much on traveling pop-up exhibits.
Page 79 5/5/2015
Greenspaces focus appears to be more traditional trade show booths and less on
traveling pop-up exhibits. CCE may even be able to collaborate with both
companies to fill the niche in between. Having said that, the gap to actually get up
and running widens when we consider a model of ownership verses leasing. If CCE
will lease everything from co-working design and meeting space, to warehouse
storage, to vehicles and structures, (and contract out for building and labor), then
the gap between the now and the possible closes quickly.
Here are some specific actions that must be taken to close that gap. More research
on the market. A robust financial plan. Goal setting. Assembling a team. Major
marketing and sales leg work. Getting clients and securing venues.
There are resources that CCE would need immediately to get up and running.
Certainly the company would need start-up capital. Next, it would need a team of
five a business manager, a creative director, a technical director/expert, an office
manager, a bookkeeper, and possibly a marketing manager.
Conclusion
It is my conclusion that this plan be implemented at a later date. Data on the pop-up
exhibit / event niche market is difficult to uncover. Further research is needed to
establish the size of the market, a more realistic profit projection and cash flow details.
Right now its a great idea with a definite need to fill, but with no real proof that the
business could sustain itself.
Page 80 5/5/2015
Works Cited:
Living Principles, AIGA
Leach, Emily. What is experiential marketing and how can your brand benefit? Business
Marketing. The American Genius. Jan. 23, 2015. http://agbeat.com/business-
marketing/experiential-marketing-can-brand-get-started/
Moth, David. 10 very cool examples of experiential marketing. Ecocunsultancy. July 28,
2014. https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-
marketing/
Experiential Marketing: More of a Focus for Brands. 900lbs. of Creative. Feb. 5, 2015.
http://900lbs.com/experiential-marketing-more-of-a-focus-for-brands/
Schueneman, Thomas. Green Meetings: International Sustainability Standards for the

Convention and Exhibition Industry. Triple Pundit. Dec. 20, 2012.
http://www.triplepundit.com/2012/12/green-meetings-international-sustainability-
standards-convention-exhibition-industry/
Hanlon, Patrick. Face Slams: Event Marketing Takes Off. Forbes. May 9, 2012.
http://www.forbes.com/sites/patrickhanlon/2012/05/09/face-slams-event-marketing-
takes-off/
Americas Least Wasteful City. Cercone Brown Company. Mar. 31, 2009.
http://www.cerconebrown.com/tag/americas-least-wasteful-city/
What Are B Corps? B Corp is to business what Fair Trade certification is to coffee or
USDA Organic certification is to milk. Certified B Corporations.
https://www.bcorporation.net/what-are-b-corps
Page 81 5/5/2015

Sreece Popupexhibit Final

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Pop-up Exhibit | Shannon Reece | Making the Business Case for Sustainability SD-7530-10

EXECUTIVE SUMMARY .............................................................................................................. 4

GENERAL COMPANY DESCRIPTION ......................................................................................... 6

GUIDING PRINCIPLES ...................................................................................................................7

MARKETING PLAN ....................................................................................................................15

OPERATIONAL PLAN ................................................................................................................48

IMPLEMENTATION FRAMEWORK ...................................................................................................48

MANAGEMENT AND ORGANIZATION ...................................................................................66

PROFESSIONAL AND ADVISORY SUPPORT .....................................................................................72

STARTUP EXPENSES AND CAPITALIZATION..............................................................................72

START-UP EXPENSES ...................................................................................................................72

FINANCIAL PLAN .....................................................................................................................78

PROJECTED CASH FLOW............................................................................................................78

NEXT STEPS ...............................................................................................................................79

General Company Description:

Products and Services:

Management and Organization:

GENERAL COMPANY DESCRIPTION

Chrysalis Creative Exhibits is an experiential marketing company that designs and

Figure 1 - Be Bamboo - Sustainability

Figure 2 - Twirl - Out Of This World event

MISSION, VISION, VALUES, GOALS

Four Streams of Integrated Sustainability

CCE will support local economies.

The company sees itself as a part of something bigger than itself.

To change the mobile pop-up exhibit industry by providing memorable experiences

1. We give back and invest in social and natural capital.

2. We act with awareness that we are part of something bigger.

4. We educate and empower clients and visitors.

5. We dazzle by doing event design and management with excellence.

6. We learn from failures and celebrate small victories.

Goals and Objectives:

1. To be making 2 million in annual sales through a minimum of 12 venues.

3. To have repeat business from five loyal clients.

1. Find and join forces with sustainable companies

2. Provide a powerful interaction between clients and their audience

3. Inspire long-term brand loyalty for clients

4. Convince customers to value what CCE and its clients value.

Market Segment Overview:

Company Strengths and Competencies:

1. 15 years of experience in the trade show / event industry, experiential marketing

2. 10 years of experience in solar and other alternative energy

3. Background in materials and construction with a strong knowledge base of

4. Existing network of material suppliers and vendors

5. Creative problem-solving skills

6. Whole systems thinking.

7. Honesty and transparency in business

Legal Form of Ownership:

Figure 3 - Dome Guys Exhibit

Figure 4 Coke Brand Activation

Products and Services

Facts about the industry:

As a society we want more from a business, we want an experience come on

Chrysalis Exhibits is about helping brands create these relational experiences in a

98% of consumers exposed to a product or service at a brand event will talk

Current demand in target market:

Figure 5 - Are You Trashing Your Event? (www.virtualeventbags.com)

Trends in target marketgrowth trends, trends in consumer preferences, and trends in

Does the market value sustainability?

According to the general public in a survey conducted by Nalgene in partnership with

Growth potential and opportunity for a business of this size:

Larger recession or inflation issues:

Experiential marketing is expanding in part as a response to recession and