The Metolius Agency
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The Metolius Agency is just starting up operations. A well conceived and executed marketing plan will be critical to the successes and profitability of the business. The agency offers graphic design and visual communication services to the Concord, New Hampshire market.
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The Metolius Agency possess good information regarding the market and knows a great deal about the common attributes of the most prized customers. Metolius will leverage this information to better understand who is served, their specific needs, and how Metolius can better serve them.
The Metolius Agency is providing its customers with a wide selection of graphic design and visual communication services for established companies wanting to be taken to the next level of business competition. Metolius seeks to fulfill the following benefits that are important to their customers.
Within the last seven to 10 years, there has been a trend in the industry for the general advertising agencies to start acting as a full-service agency that not only prepares advertisements, but also does much of the creative work in-house instead of outsourcing it. This trend toward full-service agencies has continued. To a large degree it is occurring due to higher profit margins for the service providers. The Metolius Agency will be bucking the trend and concentrating on their specific skill set and not offer everything under the sun.
In 2000 the graphic design industry reached $812 million dollars. It is forecasted to grow at 5.6% for the next five years. This growth is attributed to companies' desire to appear professionally to the public. Another related aspect of this trend is the formation of many small business owners that took their business, or created a business that uses the Internet and their desire to appear more corporate or established than they really are. This is accomplished through the use of graphic design and visual communication services.
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing The Metolius Agency.
The following are examples of the different types of competitors.
The Metolius Agency provides graphic design and visual communication services to already established, primarily Concord-based companies. Some of the services offered are corporate identity, marques, logos, branding, and packaging.
The pricing of the projects is typically estimated as a project-based cost. The project cost will be estimated by the approximate number of hours needed to complete the project. Generally, Kiev will be charging $75 an hour for his services.
The majority of services will be provided at The Metolius Agency's office space. This office will be designed to appear sophisticated, modern, practical, and sleek. This is very important because the office of a graphic designer is a piece of their portfolio and reflects their work product. Therefore, a decent amount of money will be used to develop a proper appearing business office.
The keys to success are:
The Metolius Agency is still in the speculative stage as a service provider. It plans to take a modest strategy toward project acquisition, not accepting projects by virtue of increasing revenue, but accepting new projects conditionally on the fact that sufficient resources can be committed ensuring complete customer satisfaction.
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