This section highly depends on the event and age group of the clients. Discussions will be held with the clients on music genres and songs of choice. Song requests will be done frequently or during a certain period of the event to make clients feel and know they have a choice in what they want to listen to. Musical selection also depends on the mood or vibe of the event for example is people want calm music, Jazz will be played.
The following are just examples of the types of songs that will be played some genres can fit into all categories:
Children’s parties:
- Kids Music
- Nursery songs
- Fantasy
- Magical
- RnB
- Age appropriate Hip Hop
Teen Parties:
- RnB
- Rap
- Dancehall
- Electronic
- Club Music
- Hip Hop
- House Music
Young Adult:
- House Music
- Club Music
- Dancehall
- Hip hop
- RnB
Middle Aged:
- RnB
- Soul
- 80s and 90s music
- Pop
- Jazz
Senior Citizens: Mostly classics
- 70s and 80s music
- Country
- Jazz
- Ballroom
For some of our other clients music will depend on the theme of the event being held, most school dances are usually themed for example, if the dances theme is old school. The Dj will play old school music from the 60s, 70s, 80s and 90s.
Corporate events can be formal or informal, for this group the dj will or might choose from the following genres, Jazz, RnB, Ballroom and country. For informal corporate event the following might be played RnB, old school, pop, dancehall, house music. Local music might be played more than international music.
For graduations soft music will be played same as wedding ceremonies and fund raisers. At fairs, family reunions and carnivals cheerful loud music will be played to make people get used to the mood of the event and to reduce boredom. For bachelor parties music will be loud and should be able to make clients dance and cheer.
Events such as talent shows the participants will give us the name of the song that they want us to play for them or they will give us a disk or flash drive with the song they want us to play. At shows like this the participants have full right of what they want to listen to, the DJ does not have the choice.
Marketing plan: How to get clients
The following is the market plan and how we are going to attract clients:
For the business to attract new clients and survive this highly competitive industry we need to look at the marketing mix, this will involve the 4p’s which are product, price, place, promotion. These four market mixes will help us gain Marketshare and increase profits. This will keep us competitive and we will survive.
The first ‘P’- Product
Because we are DJs we are the product. Like all products there is a production cycle we will need to look at and analyze. This life cycle will determine the various stages we will be going through. This will help us planning market mix decisions and how we will gain clients.
Stage 1- Introduction stage
- At this stage we are just entering the Dj industry so profits will be low because of lack in clients and may increase slowly
Stage 2 – Growth
- At this stage we are experiencing higher profits. There is need to promote to gain more clients and be competitive. This stage will not last a very long time but at this stage we would have gained a high enough or increasing marketshare, and due to word of mouth we will get recognized everywhere.
Stage 3 – Maturity or Saturation
- At this stage client loyalty is most important because we will not have the large numbers of new clients entering or hiring us. At this stage we would have covered most of the market so there won’t be a significant rise in profits, but profits will remain high. This stage will last for years to come it would take a vey long time to get to the next stage.
Stage 4 – Decline
- We can only reach this stage if there is a new competitor in the market with better or more improved technology. To avoid this stage we will have to Rejuvenate, we will have to improve our technology and entertainment. We will have to open a club. With our reputation we will also consider extending our business to neighboring countries.
The second “P”- Price
The price mix is what will help us get our clients. For this “p” we going to choose the type of pricing method that we are going to use
Because we are DJs we don’t have plenty of options, we are going to have to choose from the following pricing methods
Competitor pricing- here we will charge according to the prices being charged by other DJ’s. to make sure we gain clients we will have to provide a better service with the price we are charging this will have clients knocking on our doors
Price discrimination - here we will charge different groups different prices for our services. For big companies we will charge higher prices than for small company events. We will charge less for kids parties compared to middle aged parties.
Penetration pricing- here we will be charging a high price to attract the elite. Our clients will hire on the basis that with higher prices comes higher or increased quality.
The Third “p”- place
This “p” will help us select the area that will help us gain more clients. Here we will choose which area or city we are going to provide our services to gain the number of clients.
From the map our targeted area is Harare. We are going to start by hosting parties and Events in Harare, this is because it’s a capital city meaning more of our clients will come from here. After dominating, Harare we will expand into Bulawayo and Masvingo covering most of the major cities in Zimbabwe.
The fourth “P” – Promotion
This “p’ will help us choose the right type of promotion to attract clients. For promotion we will need to choose whether to advertise in newspapers, Television, radios, magazines and print out flyers. The more people know about us, the higher the marketshare more clients will be gained. A Facebook and Twitter group will be formed and shared to the public to raise awareness of the business. This will increase the numbers of clients at no cost as no payment is needed to advertise.
Finance
Startup Capital will be $1000 to cover PA system, Business cards andtransport costs.
Clients in Harare will be required to pay $250 for our services.
Payback period for the $1000 dollar investment will be 4 weeks basing on the fact that we provide the service every Saturday. From there the $250 will cover costs for transport and the service.
Clients out side of Harare will be charged according to the Range outside of Harare. Transport will be included in the cost.
After the investment has been paid back, the business will generate enough profit to cover costs required. Business cards will be handed out at events which will help us increase the number of clients.
SWOT Analysis
Strengths
- There is value added service, by providing exceptional client service and adding value to our client’s events. There are plenty of DJ’s that produce below average service .
- Professional, social and friendly DJ’s
Weaknesses
- Do not have established reputation in the entertainment industry
- Competitors with established brand and client base. They may have a large marketshare
- Low barriers to entry, meaning its easy for competitors to enter the market
Opportunities
- Create strategic relationships with event planners. This will increase client range
- Easy to go against big branded DJ’s and take away their marketshare.
- Positive cashflow expected after first few events
Threats
- Growth may be rapid. This must be controlled. New equipment won’t be bought unless there are special requirements by a client. Avoid excess inventory by not buying equipment that has no demand
- New competition undercuts prices. This will not be a problem if we create a strong client base and solid word of mouth.
What sets us apart from other DJs in the Country
What sets us apart from other DJ is that:
Most DJ’s if not all DJ in the country focused on small scale levels, they only focus on DJying at clubs and at parties. Most DJ’s don’t have goals they want to achieve.
We are different because:
- We have a marketing plan
- We plan to expand and one day open a club or a chain of clubs worldwide
- We have drive to be the best
- We provide DJYING as a service
- We plan on providing the service at any Event possible
- We have goals to achieve
- We provide the service nation wide
- We plan to provide the service for international events
by
madzikud02 (student)
