2014

Community Manager: Strategic Plan

Vanesa Moreno Aguilar

∑ Business idea
∑ Company description
∑ Product description and its distinctive value
∑ Current status of the business project
∑ Potential market and the company's target
∑ Our competition
∑ Objectives
∑ SWOT Analysis
∑ Budget that will be allocated to the Internet
∑ Our presence on social media
∑ Social networks that we will implement in our
business
∑ Action plan
∑ Daily tasks of the Community Manager
∑ Protocol for action in crisis situations
Business idea

The pet market is currently growing rapidly,

as well as the sensitivity and culture towards the world of pets. In the
Spanish households are increasingly more accepting of dogs and have
begun to be considered a fundamental piece within a family unit.
It should be added that increasingly, pet owners are not only concerned about
your pets are healthy and well cared for, if not at least as well-groomed and clean as possible
possible.
This fact, along with my passion for animals, led me to the conclusion that
it would be a good idea to create a dog grooming salon, whose business name is
Hociquitos Style

Company description

Hociquitos Style is a company that is described as a beauty center for

pets, their main activities will aim at caring for the image of
the pets.
Our services include:
Pet bath
Deworming service
Brushing, drying, cutting service
Manicure service
Sale of pet items and accessories

Initially, our business will focus on working with dogs, after a

we will evaluate the results obtained, and according to
we will assess the possibility of providing our services with more types of
pets.
Company logo

Product description and its distinctive value

The Hociquitos Style offer will consist of hairdressing services and others.
complementary services.
Currently, pet owners provide their pets
hairdressing care, but not only for health and practical purposes, but
also for aesthetic purposes. For this reason, this type of centers have
begun to gain great importance.
Next, we will detail our strategic lines that will add value.
distinctive to our business:

o Hygiene of the establishment. The store will be properly clean and with a
pleasant smell.

o Modern facilities suitable for the intended use. The facilities

They will have modern furniture and equipment, which will facilitate the work.
of the professionals and will make the wait for the
clients.
o Wide and flexible schedules.

o Establishment of competitive pricing

o Advertising cards will be distributed to citizens, the ideal place where

distributing the cards would be, for example, a park where we can
to find people walking their dogs.

o Promotional and launch offers will be made, as well as rewards will be given to
the most loyal customers with discount coupons, gift cards, etc.

o Expansion of the services offered. In addition to traditional services

from a hairdressing perspective, it would be valuable to expand the service offerings by providing
example: puppy daycare, pet walkers, service of
housecall hair salon, etc.

o We will attend to all dog breeds and make different types of cuts.
hair

o Sale of products. For personal care (shampoo, colognes, brushes, etc.)

accessories (hair ties, straps, clothing, toys, etc.), food, etc.

o Warm and personalized attention. A fundamental element for retention and

Loyalty to customers is a personal and individualized approach.

o Use of social media to promote our business and build customer loyalty.
clients
Current status of the business project

The legal form of Hociquitos Style is a Limited Liability Company.

The initial capital is €40,000, of which €15,000 we have obtained through
of a bank loan.
Local
The location of the premises is a point to take into account, our business will be
located in Alcobendas, a Madrid city that has a large population and
a middle-high socioeconomic level.
We will look for strategic areas, for example near parks, supermarkets and
to be possible places where you can park easily and with great influx of
people.
We will have our own premises, which will save us the costs of
rental of the same.
The premises will consist of 70 square meters, which will be distributed as follows
way:
o Reception room: 20m2
o Hairdressing room: 35m2
o Warehouse: 15m2

Equipment and machinery

o A ceramic bathtub
o Dryers
o Blades
o Razors
o Scissors
o Nail clipper
o Combs
o Cardas
o Shampoos for dogs and conditioners
o Towels
o Muzzles
o A desktop computer
o A cash register
Furniture and decoration
o stools
o Tables
o Waiting cages
o Chairs
o Decorative frames
o Furniture to store utensils

Hociquitos Style Staff

We consider that initially the staff of our business should be
composed of two people.
Regarding the required profile for the workers, it will depend on the tasks that
go to develop:
Hairdresser: Your role will consist of performing the tasks typical of a
dog groomer (cutting, washing, drying, deworming, brushing, etc.).
The person who will carry out this service in our company must have
the following characteristics: dynamic, creative, and active person, who enjoys
I deal with animals, and I am able to advise and guide clients. I also
prior experience in the sector will be valued.
Administrative and Community Manager: This employee will have different
functions, such as customer reception and service, handling calls
telephone calls, accounting tasks, payrolls, etc.
He will also be responsible for managing and energizing all the social media.
that our business is present.
The profile of this employee will be that of a proactive, creative, and versatile person.
It should also have communication and social skills and knowledge of
online marketing, advertising, communication, SEO, etc.
Potential market and the company's target

In our society, the care of the image of domestic pets is a

fact that is becoming increasingly important rapidly, on the other hand due to
In the hectic lifestyle that prevails in our society, many owners of
pets will prefer to leave the bathing and care of their
animals.
The target audience for our business is very broad, as it encompasses a
a very diverse audience ranging from children and young couples to older individuals.
Description of potential clients:
Both men and women of any age who own a dog and want to give to
your pets excellent dog grooming services.
Also include the small or adolescent children of marriages or couples who
they have dogs, in fact, the desire of minors to have an animal
domestic, is a key factor when it comes to parents deciding to
acquire a dog and therefore provide grooming, bathing services, etc.
Your place of residence will be Alcobendas and surroundings and will have a level
middle socioeconomic.

Our competition

The market in which we are going to develop our activity is very competitive.
it is also in active development, so the creation of new
Companies with the same typology is an aspect we must take into account.
Currently in Alcobendas and San Sebastián de los Reyes, a very close municipality
In the place where we are going to develop our business, there are 10 dog grooming salons.
This means that our competition is high, for this reason, the factor
the differentiator of our company must be of vital importance, for that
we will implement different strategies to distinguish ourselves from our
competitors.
Objectives

With the creation of our company, we seek different objectives, the first
The short-term goal is to establish our business.
In the long term, we have set the following objectives:
° To be a well-known and leading company in the market

° Increase our services, such as hairdressing service to

home
° Increase revenue through high volume sales of items
and services
° Achieve good positioning on the net

° Achieve a high prestige for our brand on social media

Other important aspects that we want to achieve will be:

° High quality of our services
° Excellent customer service
° Maximum level of satisfaction of our clients
SWOT Analysis

Next, a situational analysis of Hociquitos Style will be made through the

SWOT matrix.

STRENGTHS OPPORTUNITIES

Booming commercial sector Possibility of growth

Location of the premises in the area Use of free social networks
strategic to introduce ourselves
Knowledge and motivation of the
partners
Quality of services and products
Establishment of a powerful plan
strategic in social networks

WEAKNESSES THREATS

New company not known to the High level of competence in the

consumers sector
High initial disbursement Current economic crisis
Financial institutions do not lend
no aids or credits currently
Budget that will be allocated to Internet

Initially, the budget that 'Hociquitos Style' has to obtain

online presence will not be high, since we want to take advantage of the
the free nature of social networks.
Our resources will be allocated as follows:
WordPress Blog: We will hire WordPress business (€20 monthly)
SEO Services: We will hire the services of 64squar, a marketing company.
online (59.95 € per month)
Free social networks: Facebook, Twitter, Instagram

Our presence on social media

The presence of our business on social media will be decisive to achieve

the objectives we hope to achieve.
Our objectives to achieve on social media will be the following:
° To introduce our business to a target audience
° Provide feedback communication with our clients
° To direct commercial messages to potential users, as well as
maintain the current ones.
° Communicate in an agile and effective way with our clients
° Adapting to the profile and needs of our main clients
° Customer service through social media in a friendly way
° Draw conclusions from the feedback provided by our customers and
act accordingly.
° Launch successful and creative advertising campaigns
° Carry out promotions of products and services
° Protect the prestige of our business
° To get to know our main competition in order to understand their
marketing strategies.
° Facing crisis situations caused by negative comments towards
our business may arise.
° Increase the number of followers, and therefore potential consumers
of our services.
° Stand out from the competition
Social networks that we will implement in our business

According to the characteristics, objectives, and needs of our business,

We value that Hociquitos Style should be present on the following platforms
digital

Blog: Unblog is a space where interesting content is offered to

users, free of charge and with the goal of making the customer trust in the
company.
Therefore, our company will need to have its own blog, as:
o You engage clients who do not have social media, access to the blog
it is much easier for them.

o Easy and quick to use: Managing a blog is much easier for the
administrator and the user that a traditional webpage.

o Free: There are many platforms where we can host our blog.
some are free, others are not, but we can access them through
very low costs.

o Improve your internet positioning. Blogging services.

they format the blogs in such a way that search engines like
Google will find the words and phrases of your blog, this will help to
our blog achieves better positioning.

o It encourages direct communication with our clients, who

they have the opportunity to let us know their opinion by sending comments.
Through the blog, we will be able to know what users think of our company,
firsthand and without the need to resort to sophisticated and expensive studies
of the market.
 o Blog posts are shared much more than articles
web pages. Users share blog posts daily,
while the articles from the web are not so easily shared.

o The possibility of publishing articles on our blog. Which not only

they will address our services and products, but also other topics of
interests related to our company's sector. In our case of
world of animals, this fact will help us to demonstrate to our
clients that we have extensive knowledge in the activity that
we develop.

Facebook: Without a doubt, Facebook is one of the premier networks.

to promote any type of business.
One of the main reasons is that Facebook has more than a thousand
millions of users, who are of different ages and social classes, for which
that many users could be potential customers of our business.
To do this, we will start by creating a Fan Page, which will become a
communication channel for our company, which will be effectively used.
a viral marketing tool that will help us gain visibility in
search engines.
Next, we will detail the main advantages of using fan pages:
o Visibility: Everyone has access to the pages on Facebook.
even without being a follower of the page.

o Unlimited number of fans: In the case of personal profiles, only

allows a maximum of 5,000 contacts, there is no fan page
limit.

o Daily disclosure: Generally, Facebook users connect.

and they check their profile daily, so they will be able to see all the
updates we make about our company.
 o Communication with customers: Through the Facebook page,
we will be able to closely relate to our consumers or
potential clients. On our wall, we will be able to make critiques,
discussions, upload photos and videos, organize events etc.

o They can be integrated with websites and blogs.

o Statistics: A fan page allows obtaining them and also being

segmented to better understand what your target audience is like.

Twitter: The use of Twitter to promote our business is vital.

importance, as a large part of our target audience is present on this social network.
With this platform, we will be able to stay connected with our clients.
a continuous manner, we will also use it to share information with the
people interested in our business, as well as obtaining information about the
real market and feedback.
We will also take advantage of our Twitter account to conduct surveys.
contests and other activities that allow our clients to participate in a way
act with us.
Another important use we will give to this social network will be to investigate our
competition in order to monitor your performance and thus be able to
define and better differentiate our strategy and action plan on Twitter.
Add that on Twitter we can promote each post of our blog with a
shortened link. We will also be able to communicate each action through a hashtag,
event, important news about our business.
Daily we must perform the following tasks on our Twitter account:
-Tweet 3 things related to the business
Ask a question about a topic that generates answers, in order to achieve this.
encourage conversation among users
-Retweet 7 interesting things found in the timeline
-Respond to users with concise, approachable, and as extensive answers as possible
possible.

Instagram: This social network has been continuously growing in recent years.
Years, we must take advantage of this fact to attract audience and capture new ones.
clients.
Another aspect to consider is that currently there is a large percentage of
companies and small businesses that still do not make use of this social network, which
we must use to gain a competitive advantage over other companies
from our same sector.
This platform allows us to upload videos and photos in a very simple way and
fast, besides being very visual.
In our business, we can make a lot of use of Instagram, for example we can
upload photos of the dog haircuts, before and after the service
we have given, of the products that we sell, of the facilities etc.
Action plan

The three phases into which our Social Media Plan will be divided are the
following: planning, dynamization, and analysis.

Short term: 4 months

1. Planning: Establishing the foundations of the communication strategy

online.
° Knowing the strengths and weaknesses of the product or service we offer

° Define the target audience of the brand

° Define minimum objectives in the plan

° Having an online crisis plan

Medium term: 8 months

2. Dynamization: Phase of interaction with potential customers.

° Plan the publications (channels, number, time)

° Use of management tools in social media (Hootsuite, Tweetdesk,

etc.)

° Listening to users

° Respond to the users

° Hold contests on social media

 ° Generate interesting debates

° Contribute value in the publications

° Avoid addressing users in an inappropriate manner

° Inappropriate Community Manager profile (funny, spelling, writing)

inadequate, lacking communication skills, disorganized, etc.

Long term: Starting from 12 months

3. Analysis: Check if the set objectives have been met.

° Monitor what is said about the brand, where it is said, and who says it.

° Analyze through statistics

° Check the website positioning

° Conducting surveys
Daily tasks of the Community Manager

To carry out our Social Media plan, our Community Manager

will carry out the following tasks daily:
Conversing: The majority of our work as a Community Manager
we will continue chatting with other users on all the social networks where
we will be present, we will talk about the news of our business and everything
related to our sector.

Identify and follow users: Our mission here will be to identify those
users that we are interested in attracting.

Publish content: Our motto at this point will be to publish content from
quality, being transparent and original in our publications. We will distribute
the posts during the day, so that the balance is balanced throughout the
journey.

Register, measure, and report: We must record all important data.

actions that we will carry out during the day, so we can maintain good control of the
evolution of our strategy. For that activity, we can help ourselves with
different measurement tools for results, such as Hootsuite, Google
Analytics etc.

Manage emails: The use of email remains essential in almost

All companies, in Hociquitos Style we will have an account from which
we will prepare and respond to the emails that are necessary to carry out the
procedures that we need to carry out.
Protocol of action in crisis situations

We must keep in mind that all companies that have

profiles on the internet are exposed to receiving criticism on social media, whether for
part of a client or by trolls who want to harm the image of our
brand.
For this reason, Hociquitos Style will have a protocol of action to know
how to act in each of the situations that may arise.
In response to a complaint from a dissatisfied customer regarding our services, we must
objectively analyze the reason for your discontent, once we have assessed
the case and we are certain that it was a mistake made on our part,
We should act as follows: Acknowledge the mistake to the customer, ask for a
apologize and explain the situation as well as inform that work is being done on
find a solution as soon as possible. In no case should we delete the
negative comment from our client on the network.
Against attacks from third parties, with or without arguments, towards the company, its
products or services, first of all we must investigate where they come from
these complaints and the reasons they would have for making them, then we will take
our time to analyze the response we will offer, without acting through
impulses and finally, we will establish a clear message in which we refute the
facts presented in a friendly manner and providing the maximum possible explanations, also
to use photos or videos. In no case should the attacking post be deleted.