Business Project- BUS101

Business Plan

Mr. Samer Kobrossy

J Cubed LLC

Events Managements

Joyce Abi Nader, John el Khoury, Johnny el Fakir

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Executive Summary

The limited liability company, J cubed LLC, is an event planning company specialized in

managing events located in both central Beirut and Tripoli with practical implementation in all

parts of Lebanon with hopes of expansion in the future. J Cubed offers both services and

specialized products that intend to maximize benefits experienced by consumers in terms of

quality, enjoyability, as well as, efficiency. Despite the existence of similarly orientated

companies in both Beirut and Tripoli, J Cubed provides a large variety of services and promotes

the use of distinct platforms remaining attentive of negative externalities, advanced technological

tools and equipment, as well as specialized trainings to customers that wish for a long-term event

managing experience. Subsisting in the Lebanese market of events management for five

consecutive years, J Cubed aims on developing and maintaining a solid image of unique services

supplied through public events hosted by our team, ads constructed for the occasion as well as

personalized according to customer’s preferences, along with distinguished offer packages that

pertain to cultural and social backgrounds. Higher level management roles are apportioned

amongst John El Khoury, having skills of a former director at a well-known corporation, Joyce

Abi Nader, with expertise as a previous director of catering, and Johnny El Fakir having

achieved high levels of experience at directing staff and at team management as a whole.

Shipping and manufacturing processes are not requirements of J Cubed since the majority of the

company’s fundamentals are either bought locally or constructed by means of labors and their

efforts. Capital investments include our personal warehouse, ballrooms, as well as construction

machinery needed for change therefore ensuring flexibility for customers in case of rapid change.

Financially, and as our financial projections indicate, the company’s revenues and sales are

increasing therefore indicating possible market expansion and further development.

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The Business Form

J Cubed LLC is a partnership, which consists of 3 partners: John El Khoury, Joyce Abi Nader

and Johnny El Fakir. 

The owners, John El Khoury, former director of sales at a Pepsi Corp. in Dubai and current Chief

Executive Officer of J Cubed LLC, Joyce Abi Nader, former director of catering at Emirates

Palace in Abu Dhabi and current Chief Operating Officer at J Cubed LLC, Johnny El Fakir,

former director of  staff at Emirates Palace in Abu Dhabi and current Chief Financial Officer and

director of staff at J Cubed LLC, will have equal shares in the company, each taking 30 percent

and leaving the last 10 percent for charity. 

The Product/Service

J Cubed LLC offers a variety of different services with purposes and aims of managing events,

arranging and theming events along with details related to the decor, styles utilized, as well as

forms of entertainment implemented.

When our company takes the initiative of planning an event, we intend to solve customers’

problems of thinking of suitable venues, food and drinks provision, decorative items, sound

systems as well as suitable music with different event planning aspects such as invitation cards,

security, and specialized facilities.

J Cubed organizes the following events:

·    Wedding receptions

· Prom parties

·     Graduation ceremonies

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 ·      Birthday parties

·      Corporate and commercial events

·      Sports competitions

·      Fundraising events

Even though our company is focused on providing services, it also offers products that facilitate

customers’ own management techniques in order to perform the event planning process

themselves after having experienced the process alongside our company’s team. Products are

available and are dedicated towards each event and its objective. 

1. An Event Package
2. Detailed Event Planning Guides
3. Event Planning Trainings

Most of the products and services our company provides are planned to be eco-friendly with

minimal negative externalities affecting third parties. For example, the 2 indoor ballrooms used

are made sure to be soundproof thus decreasing the noise pollution felt by citizens in the

location’s whereabouts. Moreover, the equipment used are recyclable and environmentally

friendly. The outdoor facilities including the landscape are located in close yet remote areas

which are less populated than the city.

J Cubed’s services are to be pre-ordered within a time frame of around a month depending on the

type and scope of event; however, regardless of the event’s intensity, our company offers a short-

term plan and a long-term plan depending on the customer’s preferences. As for any urgent

changes in the set plan, there will be minimal costs incurred on the customer regardless of the

plan being pre decided on.

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Regarding the products our company offers, with every event managed and prepared by the

company the customer gets the chance of choosing one of the three specialty products we offer.

Not only does the customer enjoy the benefits of event management, but also products that are

offered manage to sustain their 2-year usage permission. 

Our company is working towards attaining an authorized utility patent through an application

which allows the service idea’s protection for 20 years, if approved.

The Market

Targeted Customers:

Our target market comprises both the individual and corporate sector of the Lebanese

community. Our company’s offices cease to exist in both Beirut and Tripoli, therefore, we

geographically target a wide range of customers of a community consisting of all types of

Lebanese citizens with different financial capabilities, as well as cultural backgrounds and

personal desires. Private organizations such as businesses, corporations, and political parties host

the most events on the largest scales, therefore, these events generate larger revenues per event.

The corporate sector provides a variety of different potential events to manage, because of their

close proximity to our central offices. On average, the well-known institutions and businesses

make relatively good amounts of money and therefore can easily and willingly spend lavishly on

events they host and manage in order to promote their brands. This is the reason they present

prospects for event managing companies like our company. As for the individual sector, Beirut is

the mostly populated geographical area in Lebanon, therefore, having people with different

financial levels. This aspect urges our company to promote its services through the use of more

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commonly accessed platforms such as online advertisements, and billboards. The event

managing service offered by the majority of event companies in Lebanon is differentiated based

on availability, price, as well as quality of service and these are the characteristics looked upon

by customers whether corporations, or individuals. 

Market Trends:

The event management industry in Lebanon has been existent for almost a decade as part of the

Lebanese society’s demands, and because of the existence of all four seasons which embody a

variety of events such as religious celebrations, and sports competitions depending on seasonal

cycles. Moreover, events such as fundraising or charity events, as well as birthday parties take

place all year round despite the inconsistent trends of their demand. This shows the event

management industry is both cyclical and seasonal because of the interchangeable seasonal and

all year-round events.

Product Loyalty:

Our company offers invitations to our loyalty program which consists of multimedia platforms

that communicate with the persistently buying customers. Moreover, we run a post-purchase

survey that allows data to be collected based on consumer’s rating and comments on our

services. As for the purchase anniversary offers our company aims on using, focus on extending

the purchase experience for the longer term. Finally, we integrate social media to our forms of

communication with customers keeping them interested by offering promotions or undergoing

contests.

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Competition

J Cubed LLC will be opening two branches, one in Tripoli and one in Beirut. Therefore, the

competition that the company will be interested in looking into will be in that region. The J

Cubed LLC Tripoli branch will not have a hard time with the competition, as there is only one

event management office in the region, “Rainbow Events Office and Boutique.” This competitor

will not be a problem as it is a very small project with a very limited market; it handles children

events like birthday parties and baptisms. At the first glance, the branch in Beirut will compete

against many companies and maybe struggle. That is not correct, because the more you dig into

the event planning companies in Beirut share the same weakness. All the companies focus on a

specific type of service while we focus on a large variety of services. “I Plan Proposal,” focuses

on wedding proposals, “Stage System” relies on plays and movies. J Cubed LLC provides a large

variety of services and ideas, the customers do not have to worry about the specifics. The global

market share of the events industry was valued at $1,100 billion in 2018 and is expected to grow

and reach $2,330 billion by 2026. As for the prices, we will have fairly high prices so we can

provide a premium level of service, but the exact price will vary based on the type of event

(whether it is a music festival, sports or corporate event). It is a very simple and logical approach

to the trends in price/performance, A high price for a premium service for the night. There are no

direct barriers for the entry of new competition, but we don't need to because we stand at a

unique position of being in a monopolistic type of competition, since there are many sellers in

the market that give similar services but in fact we have a type of service (our large variety of

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services) that no other competitor has. In conclusion, the new competitors can enter the market,

but they will not be in direct competition with J Cubed LLC.

Marketing and Sales

Promotion: The J Cubed LLC will host public events on special occasions like an opening

ceremony, and an entertainment focused new-years party. These events will help J Cubed LLC

gain publicity and start building a fanbase, as well giving the consumers a taste of the service. J

Cubed LLC will use ads on social media specifically on phone apps, while still using TV

commercials as a medium to communicate the service. This is effective because it is proven

through a recent survey that advertisements influence 90% of consumers to make a purchase and

the medium of mobile ads on social media is the most effective way to promote a service or

product.

Sales: For the sales strategy The J Cubed LLC is in a unique position of being in a monopolistic

competition environment and the trend of hosting events for all occasions is in style so there will

be no need for any doubt about the success of the service of J Cubed LLC. At the launch of J

Cubed LLC, the company will use a lines sales organization since it better for smaller companies

just starting out; later on as the company progresses and grows functional sales organization will

be implemented since it will increase performance and is more efficient for larger companies.

Price: For the price J Cubed LLC is focused on just one aspect, to provide a premium service to

the customers. J Cubed LLC will use the skimming market strategy, the customers will love the

service, expertise and professionalism of the employees. The customers will also be drawn to the

ideas that our creative consultants will provide to better the event further.  The premium service

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is used to target the wealthier people throughout Beirut and Tripoli as this specific market does

not stand well when a poor layer of people is targeted. As for the industry terms, the main term is

the deposit term since any implication happens the deposit money will be the insurance and

ensures that Triple LLC will not lose any money.

Service: For service J Cubed LLC will focus on providing an easy, fast and convenient service

whether it is the simple website that direct customers to whatever their needs are, or the

consulting services line that can be called for any questions or even advice on anything

concerning the premium service of J Cubed LLC.

Manufacturing and Operations

J Cubed LLC will not be of need of manufacturing or shipping requirements, for everything the

company needs can be bought locally and nothing needs to be manufactured, the company

though requires many working hands for the assembly of the ballrooms or events that take place

indoors or outdoors. 

J Cubed LLC comes fully equipped with 2 indoor ballrooms and 2 outdoor landscapes for all our

customer’s events, from weddings to birthdays to graduation parties, etc.…. J Cubed LLC also

has its own personal warehouse located near the ballrooms and the landscapes to make setting up

the events and transferring the needed equipment, decorations and/or machinery easier and more

accessible for our labor force and to make sure if a customer needs any last minute change, we

have everything he or she needs in a close range.  

Event planning services tend to be busy the whole weekend, with the weekdays usually being for

corporate events or personal events, and the weekend being for social events; they are also busy

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 mostly on specific season and holidays, and for that, the partners will talk and work things out,

so that they finish planning the event as early as possible, so the customer is satisfied, and the

team can celebrate the vacations with the family, by that balance is achieved, and on top of all,

the customer can have the best possible event  with the best team. 

Financial Projections

J Cubed LLC’s projected income statement is displayed on the following table. We show a slow

start for the first year, but an increasing revenue in the years that follow, some of the major

expenses, such as the geographic location and an event planner, are already covered due to the

owners already owning those lands and 1 of them (Joyce Abi Nader) already being an event

planner herself. Other expenses such as the speakers, equipment, labor force and stuff any event

planning company should have, are all incorporated into the table, with the company purely

believing that those expenses might cost more than usual, but will make up for their high costs

by lasting longer than other less expensive products. 

Startup Expenses Year 1 Year 2 Year 3 Year 4 Year 5

Rent $0 $0 $0 $0 $0
Equipment $ 10,000.00 $0 $0 $0 $0
Inventory $0 $0 $0 $0 $0
Licenses and Taxes $ 250.00 $ 250.00 $ 250.00 $ 250.00 $ 250.00
Communications $ 100.00 $ 150.00 $ 200.00 $ 200.00 $ 250.00
Payroll $ 9,000.00 $ 9,000.00 $ 14,000.00 $ 18,000.00 $ 23,000.00
Advertising/Promotion $ 3,000.00 $ 2,000.00 $ 2,000.00 $ 1,500.00 $ 1,000.00
Legal Fees & Accounting $ 1,500.00 $ 1,000.00 $ 1,000.00 $ 1,000.00 $1,000.00
Insurance $ 1,000.00 $ 1,000.00 $ 1,500.00 $ 1,750.00 $ 2,250.00
Miscellaneous $ 1,500.00 $ 1,250.00 $ 1,000.00 $ 1,000.00 $ 750.00
Total $ 26,350.00 $14,650.00 $ 19,950.00 $ 23,700.00 $ 28,500.00

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 REVENUE CHART

$160,000.00
$140,000.00
$120,000.00
$100,000.00
$80,000.00
$60,000.00
$40,000.00
$20,000.00
$-
Revenue

Year 1 Year 2 Year 3 Year 3 Year 5

Year 1 Year 2 Year 3 Year 4 Year 5

Sales of service $ 62,000.00 $ 77,000.00 $ 83,000.00 $ 92,000.00 $ 102,000.00
Training Program Sales $ 20,000.00 $ 40,000.00 $ 56,250.00 $ 67,500.00 $ 100,000.00
Sales after tax (15percent) $ 69,700.00 $ 99,450.00 $ 118,362.50 $ 135,575.00 $ 171,700.00
Revenue $ 43,350.00 $ 84,800.00 $ 98,412.50 $ 111,875.00 $ 143,200.00

EXPENSES

$30,000.00

$25,000.00

$20,000.00

$15,000.00

$10,000.00

$5,000.00

$-
Total

Year 1 Year 2 Year 3 Year 4 Year 5

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