Epic Trek is launching this year and the budget reflects a start-up year and upfront costs. The budget reflects measuring ROI of social and mobile marketing with the intent to continuously improve as the company grows in the first year. The Epic Trek business model is designed to drive sales through the website so Epic Trek’s marketing relies heavily on digital and social spending. The goals for Epic Trek in the first year is brand awareness, lead generation, and customer acquisition (trip booking conversions, continuous engagement, and re-booking).
See supplemental document for further information.
Epic Trek will reach a Gross Profit Margin of 3% in the first 12 months by booking trips and offsetting costs with successful grant applications.
Epic Trek will solve an existing problem for a target market of 700 women with teenagers by offering a unique adventure planning service.
Epic Trek consumer retention will be 50% with a measure of repeat trip bookings.
(visibility of value proposition)
Epic Trek will target 90% of social advertising and mobile content during a typical work commute and the noon hour to focus on moms with teens with a PPC and CPM rate of 50% during this time.
Epic Trek will leverage Google Analytics and Hootsuite demonstrate 25% of media reach results in conversions (trip booking).
Epic Trek leverage Google Analytics and Hootsuite measuring tools to ensure a 70% return on investment (ROI) for media reach, engagement, conversation and customer loyalty.