1. GROUP MARKETING PLAN:
STARTUP MARYLAND
Presented By:
Ciera Lehman Nebil Mahdi
Michael Cohen Jacob
Holland
Colleen Simmons Kevin
Sherrod
Leah Rich Cody Palmer

2. INTRODUCTION
 Startup Maryland was established in 2011 by Michael P. Binko to give
entrepreneurs the resources necessary to make their dreams a reality.
 The company provides entrepreneurs with funding as well as services like
attorneys, government agencies, and development agencies in order to
take their business to the next level.
 They also offer the annual “Pitch Across Maryland” and an entrepreneurial
boot camp.
 Upon its inception, Startup Maryland was a part of Startup America, “a
White House initiative that was launched to celebrate, inspire, and
accelerate high-growth entrepreneurship throughout the nation” (The
White House, 2011).

3. Introduction
(cont’d)
 Once independent, Startup Maryland’s
CEO realized the company needed to
identify its core values. This is how they
developed what is now known as “The 4
Cs.”
 The most important of these is
celebration, which summarizes the
company’s dedication to telling the story
of the entrepreneurs they work so hard to
help.
 Second is coaching, or teaching and
training the entrepreneurs so they can live
up to their full potential. Helping
entrepreneurs to build connections is also
an important part of the process.
 This is where they have the opportunity to
build a professional network that may later
contribute to the development of their
business.
 The final C stands for capital. There is
one last, unofficial C, which stands for
community. A new business can’t get up
and running unless the owners have good
relationships within the community and
the surrounding areas
Coaching
Connection
CelebrationCommunity
Capital

4.  Startup Maryland recently made the transition to a for-profit
organization. This means that the organization has a clear owner and
any profits can be distributed among owners and employees (Jones,
2013).
 Since the goal of a for-profit is to take in more revenue than it spends,
and the entrepreneurs are not charged for the services they receive,
Startup Maryland needs a way to attract more high-profile investors to
cover the cost of the services provided.
 Presently, Startup Maryland’s goals include local entrepreneur retention,
a full reconstruction and revamping of their website, and increasing the
accessibility of business service professionals for entrepreneurs.
ENTREPRENEURS
Investors
Business
Services
Development
Agencies

5. INDUSTRY ANALYSIS
 Competitors
 Virginia, Washington, DC, and
Delaware
 All founded under Startup
America
 Now UP Global
 Startup Delaware
 Still in planning stages
 Shell companies
 Concrete LLC precedential laws
 Startup Virginia
 Many residents move from
Maryland
 Over $22 million in revenue lost
 Increase pressure for MD
 Segmented in 3 sections
 Startup DC
 No appointed DC Champions
 DC startups per million 4x
larger than Maryland &
Pennsylvania
 Networking Potential

6. SITUATIONAL ANALYSIS
Maryland’s reputation scares away potential
businesses
 State Corporate Income Tax Top Rate 0.45% lower than
Delaware
 1.15% lower than Washington, DC
6 million residents
 37.4% = bachelor’s degree
 Higher than national average’
 60 institutions of higher education
 $73,548 median MD income
 $53,046 national average

7. SITUATIONAL ANALYSIS
 MD accounts for 2% of all the nation’s firms and retail sales per
capita
 Eastern-central geographic location
 Reach 1/3 of the US population
 Close to DC
 Federal agencies
 Startup Maryland Segmentation
 Montgomery County = almost $1 million
 Prince George’s County = 863,420
 Baltimore County = 805,029

8. MARKETING OBJECTIVES
 The main objectives for Start-Up Maryland are to increase sign ups from
start ups, increase participation from partner companies, an increase in
the amount of revenue streams coming into the company, and an increase
in the overall revenue generated.
 One huge area where Start-Up Maryland is lacking is in brand awareness.
They need to reach potential sponsors and/or donors and need to let
entrepreneurs know about this free resource.
 First, by hosting different events, implementing a larger ad campaign,
targeting businesses of all sizes with entrepreneurs will place new
entrepreneurs, sponsors and business owners together.
 Second, widen your target market by not only talking with college students
but high school students. A lot of high school students become
discouraged when the have a business idea because they think that no
one will listen to them or guide them in the right direction.

9. MARKETING OBJECTIVES
 Third, support local events. By having a booth at events like the color run,
electric run, artscape, hon fest, etc. will show local businesses and
Marylanders that you care.
 Forth, Social Media. Start-Up Maryland needs to make their presence
own. Year after year social media becomes a bigger part of everyday life.
To expand on what they already have, enhance the YouTube channel.
 Incorporate “Meet Our Team” and “Revisit Success Stories”, as well as
pitches.
 Create different competitions through the social media outlets.
 Whoever can pitch us their best ideas in 140 characters wins ___! –
Twitter. Whoever posts the most creative video pitch in 15 seconds wins
___! – Instagram.

10. MARKETING OBJECTIVES
 Another area Start-Up Maryland needs to focus is user accessibility. By
creating an entrepreneur and sponsor database with specific customizable
search attributes, so it’s less challenging for them to find each other.
 Start-Up Maryland could profit for of this database if they charged membership
fees to sponsors to join database. But before Start-Up Maryland can implement
the database, it is curial that the website is remodeled.
 The website must be organized with a constantly updated links to sponsors,
entrepreneurs, FAQ, mission statement, accomplishments, boot camp
information that leads to online purchase/ registration, tour dates that includes
tour summary and sign-up Sheet. The website could also have a “Top-Ten” link
that takes the user to the top ten businesses that they work with.

11. MARKETING OBJECTIVES
 Last objective and bottom line, increase revenue.
 A lot of the ideas that are stated above sound like they take whole lot of
money to accomplish, but you have to spend money to earn money.
 Start-Up Maryland has investment opportunities which by increasing
sponsor donations and sponsorship, the companies will invest.
 Also, partnering up with venture capitalist, selling sponsorships to large
companies in the state, being open to smaller donations, and as mentioned
above database fees are all opportunities to increase revenue.

12. TARGET MARKETS
 The first of the two major markets which Start-Up Maryland is looking to
target is start-up companies within the state of Maryland.
 The company is designed to help fledging businesses to get going and
start to expand, with hopes of trying to keep the company Maryland
based.
 Start-Up Maryland should be looking to add new start-ups of all sizes to
their list in the effort of making signing with the company a natural step of
starting a business in Maryland.
 They should be especially motivated to create relationships with
potentially high-earning companies and all efforts should be performed to
try to gain these companies.

13. TARGET MARKETS
 The other major target of Start-Up Maryland is the Partner companies. This is
not one particular market but consists of business to business service
providers, suppliers and any other company that offers something of value to
Start-Up companies.
 The partner companies should be based in Maryland and have a reputation for
quality service and it is beneficial if they have a history of being active in their
community. These businesses are secure financially but are trying to expand
or at least sustain in very competitive industries and are looking to find
inexpensive ways to add value to their company and create long lasting
relationships with new clients.
 The last major target market is very similar to the last and are also considered
to the Start-Up Maryland as Partners, but consist of the various
investors. These include private equity firms, venture capitalists, angel
investors, and any other type of capital facilitator.
 These groups or individuals are looking to make large returns by investing in
companies they believe will have large growth. They are looking for the best
options available and have a need to be connected with the best and brightest
new companies that are in their beginning: something that can be very difficult
since once there is buzz surrounding a new company many times it is too
late. These groups and individuals are enthusiastic about the entrepreneurial
spirit and motivated to get the ball rolling.

14. MARKETING MIX-PRODUCT
 The “By entrepreneurs, for entrepreneurs” mentality is at the very heart of
Start-up Maryland.
 Start-up Maryland offers a rallying network of entrepreneurs, supporters,
and innovators to businesses and individuals who wish to grow and
expand, but who may not know how.
 They also offer classes and workshops with leading business professionals.
At the same time, Start-up Maryland offers a way for investors to get in on
the ground floor with new companies and start-ups.
 In summation, their service is that of an intermediary between those who
wish to grow their ideas, and those who can help them.

15. MARKETING MIX-PROMOTION
 In order to expand brand awareness, Start-up Maryland must first enact a
large ad campaign. This can be done using funds already acquired, and
should target businesses of all sizes.
 They must implement social media, print advertisements, email, and even
fliers. This should be used to highlight the services Start-up MD offers, as
well as their user benefits, the 4 C’s.
 They must also connect with the economic development departments in
various counties throughout Maryland. Going county by county segments a
very large population. This will help them reach into more regional and
“hometown” locations.
 These kinds of small town players are an untapped resource, and reaching
them would be very valuable.

16. MARKETING MIX-DISTRIBUTION
 Start-up Maryland already has a presence on several social media sites.
However, it is a small one that must be increased.
 Social media is the future of advertising, and it must be used to its full
advantage. Start-up MD can not only advertise themselves and build
brand awareness, but they can also reach out and speak directly with
current and potential consumers.
 Their website must also be completely remodeled and, more importantly,
completely updated. Links must work, information must be current, and
calendars must be updated.
 This must also be the site of the Start-up Maryland Entrepreneurial
Database.

17. MARKETING MIX-PRICE
 In order to become more financially secure and stable, Start-up Maryland
must increase revenue.
 They must first put in place monthly database fees to access their growing
network of entrepreneurs as well as investors. This gets money coming in
every month.
 We suggest a monthly fee of around $30, with different price point catered
to different levels of the database. We would call this the “Expedia-Model”.
Just as Expedia lets a traveller book hotel, taxi, and plane reservations all
with one platform, Start-up Maryland would offer entrepreneurs the ability
to reach out and network with different levels of the Start-up MD Database.
 Subscription plans could therefore be tailored to exactly what a client
needs and what is in their price-range. Sponsorship deals can also be
worked out to have entrepreneurs and investors, etc. advertise on the
Start-up MD bus, website, and promotional materials.

18. FINANCIAL ANALYSIS

19. FINANCIAL ANALYSIS

20. IMPLEMENTATION STRATEGY
 Enact a large integrated marketing campaign to increase brand
awareness.
 Start-Up Maryland will use a phased approach, commencing with building
brand awareness.
 The first step is to complete an integrated marketing campaign strategy.
The marketing department will be responsible for this process—in this
case; an outside firm can be hired.
 The goal is to reach businesses of all sizes, including entrepreneurs
starting up. The marketing campaign includes social media (perhaps a
competition that leads to Start-Up Maryland’s website or other parts of the
campaign, which eventually lead viewers back to the website).
 In addition, personal selling, sale promotion, public relations, and direct
marking will be utilized. The message has to be consistent throughout and
highlight the services they offer, including their user benefits—the 4 C’s.

21. IMPLEMENTATION MILESTONES

22. IMPLEMENTATION MILESTONES

23. HOW WILL IMPLEMENTATION BE
ACHIEVED? Add staff members and interns and divide into functional teams. Use Mike or
other administrator to schedule and organize the functional teams.
 Team 1: Web Development
 This team is dedicated to updating and maintaining the website and database.
They will be giving the website a near overhaul and will be developing the
entrepreneur-partner database. Members should have experience with web
development and gave a firm understanding of company’s mission and goals.
 Team 2: Sales and Relationships Management
 This team focuses on signing up new start-ups and partner companies. They
will be developing relationships with both parties and expressing the value of
becoming affiliated with Start-Up Maryland. Members should have good
interpersonal skills and should have a deep understanding of the
“Expedia”model and the value it adds. Members should also have past
experience with partner companies and investors in the Maryland area.
 Team 3: Social Media
 This team will focus on expanding brand awareness through social media and
developing a recognizable and integrated campaign. Members should be
active on social media and have a deep understanding of social media
marketing

24. EVALUATION
 Look at sales (fee) income.
 Ask clients or customers.
 Does advertising and/or promotional activity produce direct
responses?
 Check the conversion rate.
 Does the plan have a positive return on investment (ROI)?
 Advertising efficiency.
 Sales closure rate.
 Direct marketing.
 Web analytics.
 Social media metrics.

25. IMPLEMENTATION CONTROL
 Set targets – ideally these is integrated into overall marketing planning.
 Sales Analysis
 Expense Analysis
 Feedback from Consumer Response Survey
 Observation of Competitor Activities
 These must be analyzed and monitored on a monthly basis by each of the
departments.
 Predetermining the method of measurement- performance appraisal
 Measured results are compared with the predetermined targets and
corrective action if required is undertaken

26. SUMMARY
 In short, the first implementation of these marketing tips is to gain revenue.
Donations are always accepted, walk ins and online. As stated above,
having new partnerships form and with those funds can help new start-ups.
We want your big sponsors to feel like their money is going to good use, so
incentives are key. Provides paid training in courses that teach people how
to start a business. Using and charging the resources to their full potential;
for example Good analytics and sell advertising space on existing or new
businesses websites.
 The second implementation of these marketing tips to gain exposure.
Using social media to their full potential. Make the brand recognizable to
everyone; Twitter, Facebook, Instagram, and more. Attend business
events; conventions and job fairs. Flyers at all business schools in
Maryland, all funding institutions, all government agencies. We want
everyone to know what Start-Up Maryland is and what we do. “By
entrepreneurs, for entrepreneurs."

27. THANK YOU!