Document on the website created by Dynamic
Innovators
Business Leadership & Operations: Lerato Madlala
Operations & Finance: Ntuthuko Zulu
Finance & Sales and Marketing: Bliss Maseko
Sales and Marketing & Business Leadership:
Nolwazi Mabizela
DYNAMIC INNOVATORS
BUSINESS LEADERSHIP
As Dynamic Innovators, we have decided to develop a website, which we have named
“Films-on-the-Go”. This is an innovation where we have taken the stagnating AFDA library,
of short films, and decided to develop an avenue, where consumers can stream those films,
for a subscription fee of R50 per month.
Below is the Business Model Canvas (Osterwalder and Pigneur, 2010), which will show the
business idea in greater detail:
Key Activities
Key Partners
AFDA
Web Developers
Web maintainer
Web Development
Maintaining
Market research
budgeting
Key Resources
Human Capital
Value Proposition


Convenience
Pure African
Stories
Edutainment
A new
culture
Films on the
move
Student
culture within
AFDA



Capital

Short films
AFDA Portal
Customer
Relationships
Interaction on
the: website,
Facebook,
twitter
Customer
Segments
Students of AFDA
Prospective
Students
Channels
Between 18-25
AFDA
All AFDA
Campuses
Social Media
E-mail
Cost Structure
Salaries, Web Development, Operational
costs, Web maintenance
Revenue Streams
Subscriptions from students of R50
(Osterwalder & Pigneur, 2010)
Firstly, an explanation on the different leadership theories, as they have developed over the
years. Starting with The Great Man theory, which is a traditional form of leadership, which
states that a person is born with the ability to lead. Also it is part of the trait theories, where it
states that certain personality traits were the reason why someone led well. The problem with
this is that it never took into account the different factors, like how they were brought up in.
The fact that certain situations in people’s lives could affect them, both negatively and
positively.
It then moved on to the Behavioural Approach, where how a person behaved was looked into.
Finding ways to differentiate between those that could lead, and those that followed those
that led them. However, according to Horner (1997:270), even though there were many
factors to being a leader, the research done on the behavioural approach was a lot more
helpful, in identifying the behaviours, which made the leader unique, and these were helping
in shaping future leadership styles, and theories.
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DYNAMIC INNOVATORS
Moving on to leadership approaches that are more innovative, and one of those is the
situational approach. Which according to McCleskey (2014:118) is when the leader is able to
look at the situation presented to them critically, and be able to cater their approach on
dealing with that situation, specifically to it.
Looking at all the information that has been available, and after researching it is evident that
there isn’t a set definition of leadership. It is all just a culmination of different theories, and
styles. However, I believe in bringing the team together, which could be attributed to the
Transformational Approach. The leader still monitors the progress of the employees’ tasks,
which could be looked at in the same light as the Transactional Approach. It is also important
to identify the Democratic style of leadership that I have adopted, which much like the
Former President Nelson Mandela, who ran the country democratically, people voted him in,
we as a team, have many discussions, and often vote on matters of concern.
The point is to make sure we all have a say, and are aware of what the major pathways, we
will be taking. Also it is important to delegate, making sure that we all play our different
parts, and add to the success of our business. What is important to state is that our operations
managers will be doing a lot more of the man management, and I will be working closer with
them, but the final decision is up to me, as the leader.
Matthews (2013)
Looking into the above diagram, starting with using the principles of this theory, which is to
be directive, which is to lead your team in the path that they are aware of, and know exactly
what the values and visions of the business are. Being supportive, by motivating your team,
to do better, and helping them in participating in implementing the goals of the team, this will
help with productivity, and therefore this will make sure that we provide a good product for
our consumers, thus customer satisfaction. Taking the tasks that you are planning to
implement, in the form of set out goals and make sure your team is aware that their efforts
will not only be appreciated, but rewarded, in the case of Dynamic Innovators, our reward is
that by working together, and fulfilling our set out goals, we will achieve good marks.
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The path-goal theory is a great description for a type of leadership, because as leadership we
want to build great morale for my team to motivate them at their tasks. It is part of situational
theory, which is a concept that explains that some problems, within an organization, need to
be dealt with uniquely. What could be challenging is the different personalities that the team
possesses, because some people might be difficult to work with. It is important to come
together as a team, with respect for each other, and the organization, as a whole, and bring it
back to what matters. This theory is based on leading your employees, based on just the
specific personality traits, which each employee has. This is done to help the employee on
their path in achieving the goals of the company. (Northouse, 2013).
Values-based leadership is using a type of leadership that is rooted in your values. This is a
leadership on who you are, and what matters to you as said by.
As leadership of Dynamic Innovators, we are looking closely into adopting the characteristics
of this leadership style, because the values I have are that of, hard work and respect for each
other. After previous conversations we have found that the team, have similar values, and
goals for the team, and this helps in knowing what exactly we are all expecting and therefore
that is helpful in keeping the efficiency and productivity of the team.
Also it is great to add this style/theory into the styles that have been adopted already, it is a
great addition into adding a personal touch to what you already have. Below are the four
points that will make sure the value based leadership will be effective:




Raises you to a leadership perspective: this will help the employees in being able to
see that the business, as well as the leaders are catering to your values and needs.
Increases bonding with leader: this is important as it feeds the employees needs of
belongingness and social needs as outlined in both Maslow’s Hierarchy of needs, and
AFDA’s theory of Business Propagation in the Ecology of Value Flows, which is on
the 3rd level for both. This will help the employees feel like they are needed, and that
they belong.
Affirms your leadership integrity: it is important to set out these values, but
implementing them in the running of the business will be needed. And this will be
important in keeping the trust between the leader and their employees, because if they
put their trust in you based on the values that they thought you will be running this
country in, and you go against it, trust will break down.
Ignites your potential and the potential of those around you: for the leader this helps
the leader be more motivated, and thus will help with the productivity of the team,
because they are more engaged in the business.
In the next section leadership will be leading the team, through the implementation of our
strategic plan.
Looking at the strategic plan it is important for me as the business leader to:
1. Implement the key values, mission and vision of the business.
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2. Goals and objectives need to be set, whether they are long term or short term. This
helps in identifying the different responsibilities that each team member will have.
3. Then after that start setting up an action plan this is when there are tasks that are set
up in order to help the employees achieve their tasks, this could be something that
could show whether the tasks are met or not.
4. Then move on to measuring tasks, this is part of monitoring your team, by seeing how
well they are doing. You could use the short term goals that you set up in order to
measure your progress.
5. Then after it is the environmental scanning, here you could use the SWOT analysis,
where you figure out what the opportunities and threats that the business can go
through, that affect the business on the outside. It is the job of the leadership to make
sure that the resources are available to help in this.
And lastly, leadership emphasis, this is when as the leader you make sure that all the
employees, from the top to the bottom, are aware of the strategic plan, and could even go as
far as making the strategic plan is visible for all to see. This is all part of what Freifield
(2013) spoke about.
The Vision of the team is to be recognized in big platforms, and acknowledged as the best
streaming site, which provides an avenue for young filmmakers to make their work, and art,
available in a bigger scale.
The mission is to provide a platform for African short films by online streaming. As a
business we provide edutainment for our students by streaming short films that have been
previously done by other student, not only is this convenient for the students because of the
educational aspect of it but is also entertainment at their fingertips.
Values statement

Respect each other as an organization

Professional communication and behavior despite any differences

We aspire to be a diverse and ethical company where discrimination of any sort is not
tolerated

A company that cares for the environment and the people

Treats the consumer with the utmost respect assuring good service all the time.
Looking closely into the roles and the importance of the team available to us, starting with
the Operational Managers, they work closely with the leader, they keep a closer and more
task based outlook to the rest of the staff, and they feedback to the leader, about any major
decisions. Importantly as Anders and Hofstrand (2009) said, they implement strategy, vision,
mission and values of the business.
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The Finance manager are an integral part of the team, they have all the financials set up for
the business, they also help in knowing what part of the business is overspending, especially
if the expenses are becoming a liability to the business. They also help with looking ahead,
especially if the budget includes projections.
Lastly, the Sales and Marketing Manager, they are important especially because they help
promote the company and products to the consumers. For Dynamic Innovators, we have
made many decisions regarding our marketing, and now we have to realize that keeping the
costs low is important, and since our revenue model is charging through school fees, we do
not need to promote people to buy our product, but to help in informing them on what the
product is. In order to achieve the set out vision, mission and values of the team, all members
of the team have to play their abovementioned tasks.
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OPERATIONS MANAGEMENT
As the AFDA film archive is stagnating in value, ‘Films on the go’ has created a video
streaming website, whereby the target market can access the movies in the site for a monthly
subscription of R50
What is operations management
Operations management is the design, improvement and the management of the
transformation processes that create value by converting Inputs, such as raw materials, labour
and/or customers into Outputs, such as goods or services.
The transformation processes maybe: Physical- as in the manufacturing operations,
Exchange-as in retail operations and Psychological- as in entertainment.
What do operations managers do?
Strategic (long term) level
Decisions about: *What to make (product development), How to make it (process and layout
decisions) or should we buy it?
Tactical (intermediate term) level
Address the material and labour resources within the constraint, for example: How many
workers are needed and when (labour planning)? How many shifts needed for work? Weather
overtime or subcontractors are required (detailed capacity planning).
Operational (short term(daily/weekly/month) level
Planning, execution and control decisions, such as, for example: What to process and when
(scheduling)? What is the order to process requirements (sequencing)? Who does the work
(assignments).
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Key partnership
As the short films are stagnant, AFDA has given the team the right to monetize the short
films that have been produced by them. So ‘AFDA films on the go’ will create a business
model, make money out of the business model and the team has been using the equipment
provided by AFDA such as Wi-Fi, computers, ETC. AFDA will also get a certain percentage
out of the profits made that will be fully elaborated by the Finance department.
As the operations manager it is my duty to manage the production process. Making sure that
the films are of quality and make sure that it is feasible for the market, I will know this from
the market research.
As for the web developer and the advertisers, they are providing a service for the team.
Therefore using the ITO, quality assurance is to be done to make sure that things come in
time, are of quality and are of good pricing.
ITO is a process whereby the inputs (resources, Partners, stakeholders) are turned into
outputs. In between that is a process which is known as the transformation process whereby
all the inputs go through quality control and assurance, that is where the operations manager
come in, they manage the production phase and set up daily task, work with each department
to make sure that the output positive. The output is the product itself and the response
received from the customers based on the product will determine the output phase again.
FEEDBACK
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DYNAMIC INNOVATORS
Key activities
Above is a 6 month Gantt chart (H. Gantt) that shows the activities that are to take place. This
is from market conception to market placement. It helps in terms of managing the time and
this is a way to communicate the deadlines so that the team may know what is expected of
them. The Red marks the extremely important tasks that need to be done in that month
otherwise if it is not done then it is either market placement will not happen successfully or
market placement will not be done in time, in other words it is a crucial part of the project.
The yellow marks the normal tasks that still have to be achieved though.
 From Jan-Feb- is the planning phase, where by the business model is created and is
remodeled according to research done
 Early march the budget is drawn and finalized
 Late march the preparation for the website commences
 Whole of April the website is then remodeled according to the results received from
the preparation of the website
 may is market placement
It is the duty of the operations manager to make sure that these targets are met in time and in
the most productive way.
The business model of the ‘AFDA films on the go’ was based on marketing as the revenue
stream, however due to research done, the team decided to change the revenue stream and the
customers pay instead
Key resources
According to SBA statistics 80% of startup businesses fail within a year and only 5% startup
businesses make it after 5 years. More research has been done in order to find out the reason
as to why it is so. Three of the most important facts that stood out the most is poor
management, lack of planning and insufficient capital.
This raised an important question as a startup business, what we should do to not be part of
the 95% or the 80% that fails. As the operations manager that deals with resources
management, the solution to one of the question came from the effectuation theory which is
the bird in hand theory:” Bird-in-hand {start with your means}
Instead of focusing on what we do not have, we look at the resources on which we possess
and we use it to our advantage to maximize profit and minimize cost. This will require
sufficient planning, management and capital.
The resources of AFDA FILMS ON THE GO:



Human capital and intellectual property
Technology
Time and energy
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DYNAMIC INNOVATORS
STRENGTHS
WEAKNESSES
 Marketing is low
 The quality of the films and music
(produced by students)
 Cost easy to manage.
 Time
 Human capital- our skills.
 Financial capital
 Organizational Culture is good.
OPPORTUNITIES
THREATS
 The changing environment
 Competition
 Availability of resources
 Finances-might not get what we need
from funding
 Create our own market
 Economy (MACRO
ENIVIRONMENT)
 Having an interactive website
 Greater expansion in markets
Above is the SWOT analysis. This concept is claimed to be created by Albert Humphrey
however he does not take the credit for this which means that the creator of this concept
remains unknown (M, Morrison). The strengths and weakness in terms of the SWOT analysis
looks at the organization itself, what the business has control over and in terms of the
opportunities and threats the SWOT analysis focuses on the external factors, something on
which the business does not have complete control over. Which is helpful for both the
business leader and the operations manager. This is simply because it makes them aware of
what is going on within the business and the things that are happening outside of the business
that have an impact on the business.
BLUE OCEAN STRATEGY
Blue ocean strategy was developed by W. Chan Kim and Renèe Mauborgne. They observed
that companies tend to engage in head-to-head competitions in search of sustained profitable
growth. Blue ocean strategy is based on the simultaneous pursuit of differentiation and low
cost. Blue ocean strategy doesn’t aim to out-perform the competition. It aims to make the
competition irrelevant by reconstructing industry boundaries.
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DYNAMIC INNOVATORS
TWO FACTOR THEORY
According to the two factor theory of Frederick Herzberg people are influenced by two
factors. Satisfaction and psychological growth was a factor of motivation factors.
Dissatisfaction was a result of hygiene factors. Hygiene factors are needed to ensure that the
employee does not become dissatisfied. They do not lead to high levels of motivation, but
without them there is dissatisfaction. Motivation factors are needed in order to motivate an
employee into higher performance. These factors result from internal generators in
employees. Hygiene factors are working conditions, salary, security and status. Motivation
factors are Achievement, interest in the job and growth.
Value chain
The first support activity is the Firms infrastructure. We have to maintain a strong
management in order to perform the fifth value chain activity. If we have solid sense of
management, we will be able to carry out tasks much better and will be able to insure that we
are making profits from sales. In our firm’s infrastructure we have a Finance manager,
Operations manager, marketing & sales and a leadership manager. The second support
activity is Human resources management. This is the important for any frim, but we need
good human resource management in order to keep our employees in positive working moods
by keeping our surrounding conditions at the best level possible. “Happy employees have
more productive. The third support activity is technology development. This is a very
important activity for our company, since much of our service relies on staying in touch with
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DYNAMIC INNOVATORS
the most up to date technologies, for example, the invention of ultra-high definition (UHD).
They are much expensive than the standard definition. We need to convert old films to 3D,
creating a new market.
SUSTAINABLE BUSINESS PRACTICES
Sustainable business practices are characterized by environmentally-friendly practices
initiated by a company for the purpose of becoming a more sustainable organization.
Companies aim to reduce their environment footprint through initiatives that cut down on
waste, poor environmental stewardship and unethical environmental practices that offer a
reduced level of sustainability within company practices. We as Dynamic innovators have
contributed 5% of our profits to Foods and Trees foundation and use less electricity at the
workplace.
BOOTSTAPPING, FRUGAL & EFFECTUATION THEORY
When looking at Bootstrapping think of frugal innovation, frugal innovation is when an
entrepreneur uses limited resources to promote/grow the business.
Effectuation theory also apples to bootstrapping, according to professor Saras (2001) “she
observed that entrepreneurs are indeed effectual thinkers who start with a given set of means
and find new and different ends”. Most managers are causal thinkers, but not entrepreneurs
(for the most part). The theory is complemented by four basic principles. Bird in hand
principle goes with bootstrapping meaning start with your means. Lemonade principle- the
most favourite to entrepreneurs obviously inspired by the aphorism “if life deals you lemons,
make lemonade”. This principle basically states that entrepreneurs must be flexible. Not
everyone will get funding from investors.
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DYNAMIC INNOVATORS
FINANCE
Why do we budget?
As finance manager my responsibility is to calculate the cost to start-up the business and find
ways to fund the business idea. Through budgeting and cost I have estimated the amount
needed to start the business and function. According to JA Stretch (2007) it is required for
structures and discipline to be built so a budget cannot fail.
Why do we budget?
Businesses budget to analyse the amount of capital coming into the business to determine
prices to reach maximum revenue. Effective budgeting makes it easier to see what the
business’s expenses are versus the income the business is receiving. Budgeting is the process
of calculating your expenses to determine your income (MyMoneyCoach 2016). Without a
budget businesses may reach liquidation without business owners knowing.
Start up Budget
Once-off
Year 1
Year 2
Year 3
Company registration
Website
Development
R1 850,00
R0,00
R0,00
R30 000,00
R0,00
Total
R31 850,00
R0,00
R0,00
R0,00
R0,00
Operating
Maintenance
Contingency
Salaries
R3 600,00
R5 000,00
R60 000,00
R3 960,00
R5 500,00
R66 000,00
R4 356,00
R6 050,00
R72 600,00
Non-operating
Donation
R30 000,00
R33 000,00
R36 300,00
Total
R162 300,00 R108 460,00 R119 306,00
Revenue
R600 000,00 R600 000,00 R600 000,00
Gross Profit
R437 700,00 R491 540,00 R480 694,00
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Start-up cost
The start-up costs are the costs that the business needs in order for the business to start and
function. Our start-up cost for the first year projected to be R10 000.
Company registration
Before a business gets funding the business needs to be registered and certified to function.
Registration fees cost R1 850 once off, this means that this expense wont be carried to the
next year.
Web Development
Our first task to starting the business is the development of the website. Based on research I
have found three individuals that have the ability to develop our website, however we have
decided to go with Weblite.co.za as they charged us R30 000 for an e-commerce website.
Sales Predictions
Predictions on Subscriptions
The students in AFDA do not mind having R50 included in their school fees as the
subscription fee, therefore since there are approximately 2500 students in we will generate
R1500 000, however we since we are not guaranteed these numbers we have predicted that
1000 students would purchase the amount which will give us a revenue of R600 000. We also
realize that fluctuation increases expenses by approximately 10% , therefore increasing the
number if students would be detrimental to increase profits after the first year.
Gross Profit
Gross Profit
R500 000.00
R490 000.00
R480 000.00
R470 000.00
R460 000.00
R450 000.00
R440 000.00
R430 000.00
R420 000.00
R410 000.00
1



First year
Second Year
Third Year
2
3
- R437 700
- R491 540
- R480 694
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As you see above the gross profit rises in the second year, this is because the major cost is cut
out completely as setting up the website would no longer be needed. This 3 year projections
is based on 1000 students. We hope to reach more than a thousand students in the next 2
years and through the pioneer year this can be accomplished.
The value of the films VS the income generated
Based on Research conducted for the value of the films it has been stated that each student
film costs R1000 to produce. In the 2016 Experimental film festival there are 57 films on
show, that means that R57 000 has been spent on students films. In 2015 there were 51 films
on show which means R51 000 worth of films were produced. If you add both 2015 and 2016
worth of films the total is R108 000.
In the first year if we reach our goal of R600 000 from the 1000 students we would be
making R492 000 profit from the films from both 2015 and 2016.
If however we put the value of the films in 2016 to the the revenue we shall recieve will be as
follows:
R57 000: R600 000
1 Film
: R10.52
This means that students are actually paying R10. 52 to watch a film. This cuts down their
costs without them realizing it.
I did futher research and discovered that in 2014 the ticket sales for each discipline are as
follows:




Films
Stage
Animation
Television
R20
R50
R15
R30
Below us the list of disciplines and as well as the amount of showcases on show
1. Film
2. Stage
3. Television
57
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If the prices to watch these showcases were the same price as 2014 this would mean that if I
wanted to watch all showcases I would have to pay R2070.
If you compare the ticket sales to our subcription fee the students are getting recoprocal value
as we have cut down the price dramtically for them to still enjoy the talent that AFDA has.
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Options of funding
Crowd funding
If we choose to fund the business through crowd-funding the income received would be profit
to the business, this is because we will not owe anybody capital for the contribution to the
starting of the business. Break-even analysis would be utilized to offer feedback in
productivity of the business and generate maximum profit through the feedback received.
Government Funding
Government funding was an option to fund the business however government funding is a
long process and in terms of deadlines it would not match the time we would like to start the
business idea.
Funding from AFDA
Getting funding from AFDA is an option because we are students in the institute assisting in
the monetising of the films that AFDA owned by the AFDA institution, thus this option was
considered by the Dynamic Innovators business partners. In conclusion to the finance budget
we would need about R100 000 to start the business up and function. Income will not be
generated in the first few months however as the demand grows income will increase with the
demand.
Conclusion
In conclusion the films in AFDAs archive will generate income however more profit will be
generated in the second year. The films will be monetized and AFDA will receive profit from
thus business idea.
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DYNAMIC INNOVATORS
SALES AND MARKETING
AFDA films have been internationally recognized having produced films since 1994 and has
made a great name for itself. It has made its mark having Tristan Holmes, winning an Oscar
for directing the film Elalini in 2006 for the best foreign film category. It has had a lot of
nominations over the years with films like Wamkelekile directed by Dorotea Vucic, Kanye
Kanye directed by Miklaas Manneke, and more recently Homeless directed by Nathan Rice.
AFDA has also had a presence in exhibiting at international festivals having the film
Ongeriewe being the finalist in the Cour de metrage professional short film category at the
Cannes films festival in 2006. Since the formation of the South African Film and Television
Awards (SAFTA’s) AFDA has been nominated 27 times in the best student film category and
won 8 awards.
Our aim as “Films on the go” is to provide a value creation product based on monetizing the
stagnant films archives, as well as to provide an efficient website that showcases the different
entertainment avenues we have at AFDA. This encourages the culture of our customers
enjoying films created by other fellow students. The value capture that we are providing is
that of entertainment, the change of social culture and bonding, providing students with a
different experience and instant gratification in exchange of a reciprocal value product.
Teixeira (2013) has compiled research with regards to how people in the modern day world
rely more on their smartphones and technology in general. She used the method of “eyetracking technology, facial-expression analysis, and lab experiments” to acquire greater
knowledge as to why people preferred watching online videos, the narrative techniques that
keep them watching and the specific features that prompt them to share the videos with their
friends. In her own words based on her research Teixeira (2013) says that “Because viewers
actively choose online videos, they watch them more attentively than they watch TV ads.” As
more people depend more on technology the use of smartphones and tablets has grown and is
still growing. Her research goes in detail examining that “In 2011, 83% of U.S. internet users
regularly watched online videos, and the research company comScore estimated that 12% of
the clips viewed were ads. Moreover, because viewers actively choose online videos, they
tend to watch them more attentively than they watch TV ads. According to a 2010 survey by
the research firm Vision Critical, 48% of those who watched an online ad at any point
subsequently visited the brand’s website, 11% shared the video with a friend, and 22% made
a purchase”.
Based on this information we have then taken into account the multipliers of change that
influence the day to day habits of students that attend the AFDA Durban campus. There are
four different multipliers identified for example the cultural multiplier which deals closely
with the technology used by students like smartphones, Tablets, Laptops and PC’s. The socio
economic expect were we are addressing the stagnation of the AFDA library in its economic
flow. The social multiplier where we provide access to entertainment to the youth who wish
to view previous students’ art work. The geographic factor where Individuals who enjoy live
performance, music, animated films and short student films that don’t necessarily get the time
to go and watch other students showcases due to commitments they may have at school.
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Our customer segment is based on certain individuals both male and female aged between 1725 years who AFDA students and have access to technology that allows them to be able to
stream on our website. Our team has done a Durban campus market survey, this was based on
different students that have the use of smartphones, laptops and generally the internet to
interact through technology. These individuals have already taken an interest in short films
and have taken ownership in establishing their careers through the AFDA institution for
higher education. The purpose of the survey was to gather information as to whether the
students will be willing to pay for a service that helps them access all the different types of
entertainment found on our website through the technology that they use daily. The survey
also helped us discover the needs of our consumers that will be met by the development of
our website. We have found that the website in itself will fulfil the needs of social bonding,
development and meaning which According to the “AFDA model of the five base resources
(needs) in the theory of business propagation in the ecology of value flows (Passchier,
2016)”. This theory helps us package a website that will enhance a reciprocal value exchange
of convenience and edutainment.
Customer information
22%
24%
17%
17%
20%
would you buy our product
would you be oppossed to such an innovation being added to their school fees at R50
Do you think such an innovation is useful to your university experience
Do you have any ideas to improve our innovation
Would you recommend this Website to students or individuals who do not attend AFDA
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DYNAMIC INNOVATORS
Because our targeted audience mostly uses technology to communicate we therefore have
based most of our marketing efforts on social media marketing which is modern marketing.
We plan on uploading movie trailers and the behind the scenes footage that will help promote
the movies on the website on different social media platforms for example Facebook, Twitter,
Instagram, Youtube and email. We have also created our very own advert that we will
distribute on the different platforms, the purpose of this kind of advertising is to create a trend
that will help us promote our website and for the future gain more consumers that will help us
expand from providing our services to students to the general public. We plan on posting
snippets of the movie trailers regularly so that we are relatable with our consumers. We will
also be sending regular emails that will include a link to our website as well as a teaser trailer
that will help promote our website. We plan on using different trailers on different platforms,
we will be uploading some of the experimental short films and the behind the scenes footage
on our Youtube channel for greater exposure and more subscribers.
Because we are focusing on lean methods of surviving as a start-up and the focus is
maximizing profits, we plan on traditionally marketing the website by using the word of
mouth. We remodelled our business idea and are only concentrating on ADFA students only
for now therefore we will use social media platforms to better market our website. Although
we had done thorough research and were interested in advertising on Gagasi FM which is a
Kwa Zulu natal based radio station that has a listenership of over 1.6 million listeners as well
as Vibe FM. We have however found that it may not be feasible as we have are still starting
in our business and we would rather invest that money back into the business for a better
growth and sustainability. We will use the bird in hand effectuation theory by Sarasvathy
(2001) to exploit the resources that we have for example the school’s cafeteria TV to
advertise the movie trailers and the behind the scenes footage. We have also developed a
brochure as a form of advertising to also clearly state the nature of our business and provide
more knowledge of the different products that we offer.
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DYNAMIC INNOVATORS
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DYNAMIC INNOVATORS
Earlier in the year we had conducted a survey that will help us recognize the unmet needs that
the students have, as well as what they would like for us to provide them with. We have
found that they enjoy entertainment and that they are always on their smartphones and love to
communicate through social media. We have also found that our website will help them
advance academically with their studies because it offers them edutainment. This in return
acts a strength for our business because our business model aims at providing a customer
solution by making the AFDA student entertainment accessible through the “AFDA films on
the go” website. The website serves to meet the need of convenience through the use of
technology we archive instant gratification immediately. Since we are currently in the age
where information is accessible digitally. Through the campus survey we established that the
customer cost of R50 monthly for a monthly subscription is fair and reasonable given that our
consumers can access as many movies, music videos, live performances and animated short
films as they desire. Theese range from old to new, from experimental to more professional
movies which we have found that it causes a reciprocal value exchange our customer.
Our customer focus are AFDA students from all the different campuses namely Durban, Port
Elizabeth, Johannesburg, Cape Town and Botswana. Customer centricity will be achieved
once the website has been launched. We plan on personalizing regular visitors screen pages,
for example when they log on the website it will offer them movies to watch based on the
movie searches they usually prefer to watch. This satisfies the need for our business to build a
fruitful customer relationship management system. The reciprocal value exchange of our
website aims at creating customer lifetime value through the different entertainment
platforms that we offer on our website.
Our marketing plan consists of a traditional basic marketing mix with the four P’s and C’s.
According to Hunt (2016) the four Ps and four C’s form a fundamental dominant element of
any successful marketing plan. The concept of product, customer solution , price, customer
cost, place, convenience, promotion and communication helps direct the marketing manager
to successfully develop and execute a marketing strategy that will promote the business’
products and services to its desired customers.
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DYNAMIC INNOVATORS
Product=Customer
solution= Website
Promotion=
Communication=
Traditional and
modern marketing
Price= Customer
cost = R50
Place= convenience=
Technology
Looking at the more modern outlook to the traditional marketing mix that help make up the 7
P’s. We look at the People part of it and we establish the fact that we do have people in the
form of being human capital as a resource that we have as the Dynamic Innovators team and
the people we will be collaborating with to make our business model successful. The Process
deals with accessibility of product to consumers which we have invented the website as a
stream of access for our consumers. The Physical evidence which is the final product itself
which is the movies and the behind the scenes footage that will be found on our website and
social media platforms. Research has shown that there is an updated version with the 8th P
which is productivity and quality/ philosophy which helps answer the question of whether or
not, we are providing a great quality product for our customers looking at the history of the
AFDA films since 1994 we have evidence to believe that we are offering a quality product
and one that our consumers would be pleased with.
People = Dynamic Innovators team
Process = Streams of access = website
Physical evidence = The movies, behind the scenes footage,
animations, and live performance on our website
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DYNAMIC INNOVATORS
The aim of marketing is to keep our consumers talking about our website to a point where it
is a demand to outside consumers and that will help us increase on our sales as a business.
This will help us acquire and grow our database of loyal customers who reciprocally find
value in our product. To measure our success rate, we will use the stats on the number of
people visiting our site, and google analytics to measure the number of people who google
our business. This will help us come up with better ways of implementing our targeted goals
which is to be a leading website that showcases student films.
The strengths of our marketing plan is the actual use of our convenient easy to use website.
We are also offering our consumers the pleasure of them staying entertained by constant
interactions with the creators of the films, the musicians and actors of the live performance
acts. Which helps students gain knowledge academically and also provides them with a great
experience.
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DYNAMIC INNOVATORS
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