Pencil Me in Plz

Overview

www.pencilmeinplz.com

Concept
Pencil Me in Plz is a dedicated electronic personal assistant with one main priority: managing your schedule. Registered users are able to record all of
their meetings, appointments, events and activities, allowing them to manage their daily activities and clearly see their availability. Users can sync their
personal calendar to their smart phone and set customizable reminders for upcoming appointments. The calendar settings and alerts are customizable
to the users personal preferences. Pencil Me in Plz is an enhanced personal calendar that serves as a directory, social network, invitation system and
overall organizational tool.

Directory: Pencil Me in Plz provides users with a directory of registered services that helps users book personal appointments according to location,
time constraints and category. The directory component can help users who do not know where to book last minute appointments. When a registered
user anticipates an opening in their schedule they simply open the directory on Pencil Me in Plz, select the category they are looking for and browse
through the list of registered vendors that have open appointments during the designated time. The directory is able to recognize your availability and
will filter through the appointments to find ones that fit your schedule. It is also able to track your location in order to find the closest appointment. If
you anticipate being in a different place you can manually enter the location.

Payment Method: Users are able to store their credit cards on the calendar and pre-pay for appointments. Pencil Me in Plz will not bill users until they
receive a confirmation of service from the vendor. Users do not have to pre-pay for their appointments through Pencil Me in Plz.

Social Networking and Sharing: Pencil Me in Plz has a social network component that facilitates the scheduling process. The ability for users to join
and create groups is perfect for companies and organizations. Companies are able to purchase a subscription to Pencil Me in Plz so their employees
can use the electronic calendar to effectively schedule meetings. Pencil Me in Plz is the perfect tool to facilitate the scheduling process. Users are able
to their calendars with each other and Pencil Me in Plz highlights the times that they are all available to meet. Sharing calendars does not show your
exact appointments but blocks off times that you are scheduled. Pencil Me in Plz has the capability sync to Facebook Places and Four Square. This
allows users to check into locations that they have booked on their schedule. There will also be a Pencil Me in Plz application that can be accessed on
all smart phones.

User Generated Reviews and Recommendations: Pencil Me in Plz features user-generated reviews of the vendors featured on the directory. Users can
rate their satisfaction with the vendor and receive recommendations based on their ratings. This aspect creates incentives for vendors to register with
Pencil Me in Plz. It can help generate new business and help retain current customers.

Business Model: Pencil Me in Plz will follow the Sype model. The skype business model follows the principle of sharing in a peer-to-peer network that
allows free usage. While the program will be free we will offer users the option to upgrade for additional features. All groups and businesses will be
required to purchase a subscription. The subscription will allow the business to take advantage of all the features.


Target Market
Type of Market: Consumer Market

Geographics: Urban and Suburban regions: Pilot Market New York City and surrounding Boroughs.

Demographics:
18-40 year olds
Highly educated
Live in households with incomes of more than $50,000.
Have disposable incomes to spend on service-based industries such as restaurants, theater tickets, spas, health clubs and hair salons.
Young professionals who are aspiring to be powerful one day
Well established working professionals who are busy maintaining work, relationships, social lives and family

Psychographics:
Always on the go
Extremely organized
Rely heavily on their calendars
Social
Rely on technology
Urban Millennials- born between 1979 and 1994. They have grown up with the internet and know how to cope with informational overload.
They are comfortable using technology and are willing to outsource of their daily cognitive human functions to technology.

Reliance and trust in the Internet: People who are comfortable using technology for a function that was once done solely by people.


Target Market
Meet Jen: Jen is 27 years old and lives in the East Village. She works at a small PR firm and has
recently received her first job promotion. Jen’s days are always packed. She wakes up early to go to
the gym; she has lunch meetings with clients, works over time, meets the girls for a late night drink
and some food and then finally goes home. She is so busy that she finds it hard to fit in all of her other
appointments such as getting her hair cut, or booking a dentist appointment. Jen thrives off her busy
life. She always has a Blackberry in one hand and an iPod touch in the other. Her cell phone rings and
beeps constantly with work emails and messages from her friends.

Meet Sarah: Sarah is 35 and is a top lawyer for a financial service company. She has two little kids and
a dog and lives with her husband in an upscale brownstone apartment on the Upper East Side. Sarah is
always busy balancing her professional life and family time. She relies on her calendar to manage her work
appointments and her kids dance lessons and soccer practice. She does not have much time to cook so
she is frequently looking for a place to order in food from that she can pick up on her way home from a
client meeting. Aside from balancing her work and children’s life, her and her husband are very social and
value their friends. Often on Saturday nights they meet friends at a gourmet restaurant or attend a theater
performance.


Competitor Analysis
Google Calendar: Google Calendar permits users to create a free membership to schedule and create events through Gmail. Users can type in
appointments and schedule reminders on their personal calendars. Users can also share their personal calendar with friends. There are privacy
settings that allow users to make their calendar public, private, or shared to select friends. In addition, the user can also create events and invite
friends. For Mac users, there is the additional convenience of syncing the iCalendar to the Google Calendar. Therefore, even when the user does not
have wireless or Internet service, their calendars will be synced and they will recieve reminders.

Zoho Planner: There are several features including setting up appointments, creating “to-do” lists, and attaching media, and setting reminders. Zoho
will remind the users of their appointments based on the users’ preferences. As in Google Calendar, Zoho users can also share their calendars with
other users as well as “tag” people in certain events and appointments if it involves a social gathering.

Yelp.com: The business/service search engine aspect of our proposed web business concept has some competition from Yelp.com. Yelp is a user-
generated site that is utilized for finding services, restaurants and or businesses. They have a great range of areas and locations that they cover. Their
strength is the wide array of information and user generated content that is available; users can freely create accounts and “friend” other users to
share information and make recommendations.

Living Social: Is a website that focuses on the “deal of the day” aspect of services and business promotions. The site allows users to sign up and
receive daily discount from local businesses that include everything from a local cafe to a nail salon. They offer a wide range of locations (120
locations) and they have more than 10 million subscribers. The customers get a great deal and the businesses get the opportunity to acquire new
customers.


Brand Differentiation
Brand Differentiation: Process of adding a set of meaningful differences to distinguish the company’s offering from their competitors.

1. Service Differentiation
Pencil Me in Plz stands out from other calendar applications through the incorporation of social networking, service database and the ability to book
and pay for appointments in a few simple clicks. User-generated reviews and reccomendations enhance this experience. The calendar settings are
highly personalized and customizable.

2. Channel Differentiation
Pencil Me In Plz differentiates itself from traditional calendars by being distributed through the Internet and mobile applications. The channel is
ideal for our target market, who rely on the Internet and mobile application in their busy life.

3. Image Differentiation
The image of our site is differentiated through an emphasis on user generated content and social networking. Users can create their own calendars
and share it with others. The feel of the site is fun, feminine, up-beat and metropolitan. Bright colors will welcome users who visit our site.


Brand Positioning
Brand Positioning: Process of creating a desired image of our company and products in the mind of our target group of consumers.

1. Technology Positioning
Having the most up to date and integrative services with a customized approach to electronic scheduling. Users can browse the database of services
based on their availability and book their appointments.

2. Integrator Positioning
Pencil Me in Plz provides users with a single tool for their scheduling needs. The website can handle large amounts of stored information, produce
personalized results, and allow for payment of services. The site is user friendly and will help users manage their busy schedules. The site will also
attract interest from companies who may view their participation as an opportunity to gain customers.


Web Development: Strategy

To create a one-stop process for electronic scheduling; encompassing the searching of services in our database,
booking appointments, “penciling in,”paying for services and setting up reminders.

Users will find that our site serves as a third party digital agent that will help them with their scheduling needs.
The site will enable users to outsource their entire scheduling process, making them feel like they have the luxury
of having a person assistant.


Web Development: Scope
Search: Don’t know where to go for you lunch meeting or where to get your nails done? Use the search function on our site to view our
database of services in your area. Make the search as general or specific as you need. For example, looking for a lunch café on the Upper East
Side near your work. Enter in a type of food, time, desired location, and the distance you are willing to travel. You can enter in as little or as
much information as you want to refine your search. Based on your keywords, suggestions will be generated. If you know the specific place
you would like to go you can simply type in the name and book your appointment.

Schedule: Once you have found the service and place that fits your appointment needs click on it and hit the button that says “Pencil Me in
Plz.” You can then electronically book your appointment. Once the appointment it is confirmed it will appear on you calendar.

Calendar: Users can build their personal calendar that will enable them to put in different events, holidays, appointments and gatherings.
They can color code their calendars and even pick one of our pre-established templates to fit their style. The calendar can be viewed by day,
week or month. Appointments for services that are booked through the site will also appear in on the calendar. Appointments can be easily
deleted, or edited throughout the day.

Alerts: Reminders can be set on calendar events and appointments. The reminder function, like the rest of the calendar is completely
customizable. Users can set reminders that can be sent to their e-mail, phone or the general alerts on the actual calendar. Reminders can be
set as frequently as desired and can even be set for multiple days ahead of time.

Sharing: Are your friends using Pencil Me in Plz? Or how about your work colleagues? Book an appointment for a group of people and send
the appointment to their calendars. When they open the appointment notification the event will appear on their calendar and then they can
set reminders in as they see fit. The creator of the appointment will also have the ability to delete and edit the appointment as needed. All
changes to the event will appear on not only on the host’s calendar but on the invited calendars as well.

Each feature works together to create a one-stop location to manage your daily activities. The functions work hand in hand to seamlessly
book appointments and remind you and your friends. Each function adds to the experience of managing you life on an eCalendar, making
your life more organized.


Web Development: Structure
Home

eCalendar
Settings
Help
About
us

View
Themes
FAQ
History

Search
and
Account

book
information
Tutorials

Mission

Edit

calendar
Preferences

Contact
The
Team

Upgrade
Careers

Payment
Apply
to
credit

Service
type
options
card

Search
and
Book

Book
Location
Appointment
Alerts

Date/Time
Share

Payment
Apply
to
credit

options
card

eCalendar

Enter
name
of
Book

place
appointment
Alerts

Alerts
Share

Pencil
in

apppointment

Share


Web Development: Structure
Log In Search

View Themes FAQ History
Featured: Search & Book Account Info Tutorials Mission
Edit Calendar Preferences Contact The Team
Cafe Jacqueline Upgrade Careers

Quick View of Your Plans Favorites

First Time at Silk Day Spa
Pencil Me in Plz? 1-click appointement
Watch the our video!

Soula Shoes
Featured Spa:
Deals & Sales

Great Jones Spa in NoHo


Search Engine Marketing: Organic
In order to generate traffic organically to our website we will make sure that Pencil Me In Plz is gains viability by being ranked on the first page of
most search engines. In order to establish a competitive page rank we will index our domain in the most popular search engines such as Google, Bing
and Yahoo.

Our simple and clear domain name, www.PencilMeinPlz.com, will help generate traffic to our website. To ensure that all potential consumers reach
the website we plan to purchase the additional domains and redirect the traffic to our official website. We plan to purchase the following domains for
redirection purposes: www.pencilmeinplease.com, www.pencilmeinplz.biz, www.pencilmeinplz.co, www.pencilmeinplz.net, www.pencilmeplz.com
and www.pencilmeplease.com.

In order to maximize the organic traffic we will implement optimization strategies such as title tags, strategic headlines and site content, descriptive
URLs and meta tags.

Title Tags
Title tags are descriptive phrases that appear on the top of the browser that help optimize page ranking. The 40-60 characters located on the
top of the browser will be unique to each of the different pages.
Home Page: “Pencil Me In Plz: Electronic Calendar to Schedule Your Busy Life.”
Calendar Page: “eCalendar: Electronically Organize your Schedule.”
Help Page: “Help: Let Pencil Me In Plz Answer Your Questions.”
About Us Page: “About Us: Learn More About Pencil Me in Plz.”

Site Content
The first 200 characters of the site content are the most important way to generate organic traffic. The first 200 characters of our website will
feature all of the key words that may be associated with our electronic calendar. The first 200 characters of our site content will include:

Pencil Me In Plz: The best way to electronically manage your busy schedule in the 2.0 version of your life. Organize your personal
calendar, book your appointments and share with your friends. Your life. Your calendar.


Search Engine Marketing: Organic
Headline
A clear and strategic headline plays a major role in generating organic traffic. Our headline will be: “Pencil Me in Plz: Your life. Your calendar.”

URLs
Each page would have a personal and descriptive URL. Our URLs would include:
Home Page: www.PencilMeinPlz.com
Calendar Page: www.PencilMeinPlz.com/ManageMyeCalandar
Help Page: www.PencilMeinPlz.com/eCaladarHelp
About Us Page: www.PencilMeinPlz.com/LearnAboutUs

Meta Tags

Meta Tags do not appear on the actual website but are embedded into the HTML source code. The meta tags should include anticipated key
words and phrases that will be sourced. It helps index the page in the appropriate location. Key words must have good proximity to each other,
not be repetitive and maintain relevancy to the site content.

Based on these considerations we have selected the following meta tags:

Calendar Electronic Personal Tools
Business Schedule Online Dates
Tools
eCaldendar Organization Personal Planner Smart Mobile Book Appointments
Assistant Phone App


Search Engine Marketing: Paid
There are many benefits for paid placements. Paid placement will allow Pencil Me In Plz to attract interested visitors, get immediate results
without paying a large fee upfront, target our desired audience, manage design and control, direct traffic to the landing page, use unlimited
keyword targeting, have the flexibility to adjust the campaign and analyze the evaluation metrics.

In order to set up a paid search program we have established a budget of 30 dollars per day and a maximum cost per click of 2 dollars. We plan
on using the Google AdWords program to reach our target audience through paid advertisements. Our total budget for the six month AdWords
campaign will be a maximum 5,400 dollars, depending on the price of the word selected.

We plan to use to use the following key words throughout the campaign. Google will be our primary search partner. We will implement a broad
match type that will cause the advertisement to appear with all keywords and variants. Because we are using the Google Adwords program we
will be paying based on cost per click through.
Key Word Global Local Estimated Estimated Estimated
Monthly Monthly CPC Daily Daily
Searches Searches Click Cost
Management 201,000 74,000 $1.49 10 $15.82
Tools
Time 673,000 246,000 $1.13 19 $22.63
Management
New Calendar 135,000 74,000 $0.63 17 $11.00
Electronic 14,800 9,900 $1.18 8 $10.21
Organizer
Nail Salons 301,000 246,000 $0.64 36 $23.00
To Do List 301,000 165,000 $0.97 21 $22.16
Calendar 550,000 358,000 $.92 24 $22.96
Template
Scheduling 110,000 74,000 $1.66 9 $15.89
Software
Personal 246,000 110,000 $1.01 22 $23.15
Assistant
Hair Salons 1,000,000 673,000 $0.73 32 $23.68


Search Engine Marketing: Paid
Sample Advertisement for Electronic Organizer, Calendar Template, To Do List, Digital Calendar and New Calendar:

Online Personal Calendar
Organize your life today.
Schedule, book & plan electronically.
Calendar 2.0, Pencil Me in Plz.

Sample Advertisement for Hair Salons and Nail Salons:

Search for top-rated salons today.

Sample Advertisement for Management Tools, Time Management, Personal Assistant and Scheduling Software:

Let us help manage your life.


Promotions
To promote the launch of Pencil Me in Plz we have designed a two-dimensional promotional plan that incorporates paid and unpaid tactics. These
tactics include: Outdoor advertising, coffee sleeves and social media efforts. The goal of our promotional campaign is to attract our target market of
18 to 40 year olds who live in urban and suburban by driving them to our site and creating loyal users.


Promotions: Paid
This icon will serve as an easy way to access the services offered by PencilMeinPlz.com. The icon will not only
serve as a branding tool for our company but will allow users to associate our brand as a social networking
site. The icon is similar to the Twitter and Facebook icons that are commonly seen on many websites. We plan
to add this icon to the sites that our target market visits. Instead of “liking, ” a common Facebook function, a
restaurant that you come across on a website, the user could “pencil in” a restaurant by clicking on the icon.
This will allow the user to book their appointment and share the event with their freinds.

Busy women are always on the go and are fueled by caffeine. Promoting on Starbucks coffee sleeves is sure to
get the attention of our target demographic. Starbucks is known as the number one place to get coffee on the
go in New York City. The promotional coffee sleeve will reach our target market of busy women on the go.


Promotions: Paid

Taxi Signs

Subways

The text on the bench reads: “For the woman on the go Pencil Me in
Plz comes to the rescue”

The text on the taxi sign and subway poster reads: “Throw the old
planner away & log into Pencil Me in Plz to get the scoop on the best
Bus stop bench salons, spas, restaurants and share with your friends”


Promotions: Unpaid

Our viral campaign will be a YouTube tutorial guide for new users. This video can help new users navigate our website and take advantage
of all of the features. In addition to the tutorial, the youtube video will also explain the different features that are available on the
premium caldenar, and this will require a user to pay a subscription fee. This video will be posted to our Facebook, Twitter and YouTube
channel.


Promotions: Unpaid


Promotions: Unpaid
Kayla Inanc
Pencil Me in Plz
845.596.0025
kaylainanc@gmail.com
FOR IMMEDIATE RELEASE

PENCIL ME IN PLZ IS LAUNCHING THEIR NEW WEBSITE FOR YOUNG, SOCIAL, AND ACTIVE WORKING PROFESSIONALS.

TRIBECA, NY- April 24, 2011- Pencil Me in Plz is a new online service for young professionals who are need of organization in their busy lives. Pencil Me
in Plz helps balance personal and professional obligations. Using this website creates a unique experience because allowing users to search and book
appointments electronically. User generated reviews allow users to see where their friends have booked appointments for their hair or nails. Pencil Me
in Plz creates an all in one experience with the ability to pay for services in advance. It is that little black book, credit card, and the personal assistant
you never had.

The idea behind Pencil Me in Plz came from the desire to create a single calendar tool that can simultaneously book, schedule and alert you of
appointments. This tool can be can be accessed from any mobile networking device such as a smart-phone, iPads, etc. With the strong push for
constant connection, this website allows you to manage your personal and professional life. This website satisfies the adventurous craving to find the
best place, newest place, or even the most frequented place to visit and book an appointment. Advertisements can be seen on cabs and park benches
as well as a viral campaign on YouTube. Pencil Me in Plz has also created an icon close to that of the networking powerhouses Facebook and Twitter.

Website developer Julie Levitt said, “With the creation of this website we wanted to emphasize its ability to book services, pay for them, and look for
new areas- all in a few clicks. We understand that social networking is a high priority among tech-savvy individuals and wanted to integrate networking
components into our website.”

Pencil Me in Plz is a new online website created to help manage personal schedules for busy individuals. Users can book online appointments, browse
user generated reviews, pre-pay for services, or look for suggested services. The website will initially be piloted in New York City and can be accessed
at www.pencilmeinplz.com or on the mobile application.

###


Budget
Starbucks coffee sleeves: 14 cents each- 20 select stores will recieve 1,500 cups, total cost of sleeves purchased: $4,200

Static subway-entrance ads: $3,000

Monthly Taxi Top Ad Rates- $375 per taxi, 100 cabs, Total Cost of taxi ads: $37,500

Bus shelters: $3,500 for a standard 69-inch-by-48-inch panel, Total cost of bus Shelters: $7,000

Benches: $450 Per Bench Per Month, Total cost of bench: $2,700

Google AdWords: $30 a day per month for six months, Total cost of google ad campaign: $5,400

Mobile Application: $9,000 to develop, Total cost of moble application: $9,000

Total: $68,800


Pencil Me in Plz

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