Archlight co.

’s
BrightCast

OWNED BY

INTRODUCTION

This section of the business plan presents the description of the business, its

location, the total funding requirements, and the possible source of funds.

Description of Business

BrightCast Business Plan 1

BrightCast is an application devised by the student-entrepreneurs of Archlight

Co. This application aims to provide assistance to the listeners with their academic,

career, lifestyle, and entertainment needs. It is an encapsulation of audio-visual lectures

and recordings of various topics that will satisfy the consumers’ broad range of

preferences.

BrightCast is a compound word formed from two similar terms: bright and cast.

People define bright as something that gives out or reflects an abundance of light, while

cast means the action of causing light or shadow to appear on a surface. This manifests

the philosophy of the company, “Lighting up your future.” Archlight Co. intends to

elucidate the confusion and ambiguity that the users are and will be experiencing,

making shadows clearer and would let them grow, and enrich their intellectual concepts

and ideologies that could make a difference in the society they are living upon.

Living in this progressing world, everyone experiences things in unique ways

which create diversity in the methods on how individuals learn best. According to

Marlvik (2020), there are four types of learning styles: visual, auditory, kinesthetic, and

reading or writing learners. These learning styles take on a variety of forms—and not all

people fit neatly into only one category. BrightCast aims to accommodate users with

auditory and mixed audio-visual learning as their learning preference. The application

provides users an option whether to just listen to the recording or listen to it with

illustrations, similar to podcasts and vodcasts. Learners of any age can acquire

knowledge from the recordings, such as nursery rhymes, fairy tales, academic lessons,

ted talks, and career talks.

BrightCast Business Plan 2

Aside from the fact that this application seeks to help learners, this is also a

platform wherein entertainment lies in your own hand. This objective promotes the

importance of taking breaks and having time for one’s recreation. As per the fact that

this application can be useful to everyone, it is inevitable that people undergo high

pressure and stress regardless of their age and gender. This application comprises a

variety of entertaining recordings, such as music, concert replays, novel readthroughs,

and life lessons.

Additionally, as the COVID-19 Pandemic has already taken its toll on the

country’s economy, millions of people did not have the choice but to lose their jobs. In

this case, Archlight Co. will hire educators for the academic lessons, freelance recording

artists for the music section, freelance digital artists for the illustrations, and

professionals and other aspiring inspirational speakers for the ted talks and career talks.

These people will be called “Brightkada.” By this means, the application will serve as a

platform for them to showcase their skills and talents that would help them financially

and career-wise.

Location of Business

As per the fact that Archlight Co. is composed of student-entrepreneurs, the

application will be devised within the vicinities of . However, if there will be a

circumstance that there will be an investor or the company will be earning a sufficient

amount of money, the owners will be willing to reside in or transfer to another place.

Funding Requirement and Source of Funds

BrightCast Business Plan 3

The company’s starting capital would be around 45 million pesos. This will come

from a bank loan and the summation of the owners’ contributions. The amount will be

utilized for the programming, designing, marketing, and other purposes that will be

necessary to start the business. This also includes the talent fees for the hired

educators, artists, speakers, IT experts, application developers, creative and marketing

teams, and all the staff and employees that will be under the company. Archlight Co. will

also be open for investments from both local and foreign investors, venture capitalists,

and financial institutions. With their means, BrightCast will have a wider reach and will

progress as time will pass by.

EXECUTIVE SUMMARY

BrightCast Business Plan 4

This section of the business plan presents the VMGO, business model, the

business and product positions, wealth improvement approaches, and the parties

supporting the study.

Vision, Mission, Goals and Objectives

In this time of pandemic, the way of learning and source entertainment happens

online. Archlight Co. is formed to be the bright light to people. We offer our proposed

innovation called the BrightCast. A podcast that will serve as a platform not only for

learning but also for artists to share and use their creative juices to produce a content. It

gives people, who lost their jobs in the pandemic, a chance to gain profit and shed light

to their dreams.

Be the light is the mission of this business, BrightCast. It is made for all people of

ages, mainly for auditory learners. BrightCast is a platform to share truth, creativity,

knowledge, and encouragement for listeners to nurture, heal and inspire; by doing so, it

will help make our time in this pandemic be better and free from stress.

To make BrightCast be a safe space for sharing knowledge, creativity, and be a

source of entertainment. To make auditory learners enjoy and be hungrier for new

knowledge, and for non-auditory learners to find light and joy with this podcast

application. To make a place where speakers, digital artists, and content creators,

whom we will call brightkadas, share their creativity and gain profit at the same time.

The main objective and goal of BrightCast is to offer a new platform for auditory

learners. BrightCast is an app which consists of thousands of contents for the future

BrightCast Business Plan 5

users to enjoy. It further aims to establish its own image and personality in the market

as a successful “bright light,” in the world of entrepreneurs.

Business and Product Position

“Lighting up your future,” that’s what BrightCast stands in the market for. This is

how we’ll go through and leave a mark on the minds of people. It does not only aim to

offer a platform for artists and auditory learners but also make the business, its own

wave and shed light up into the market. To position itself up there alongside other

known auditory applications present in the mark.

The term Podcast is actually a portmanteau of iPod and Broadcast. Podcasting

started as mostly an independent way for individuals to get their message out there and

build a community of people with similar interests. (Winn, 2021) A weekly release for

new episodes is common, but there are daily podcasts, weekly podcasts, and really any

cadence the creator desires. With BrightCast, a seasonal podcast will most likely

happen especially for educational contents which will be accessible for students in

partnership with certain schools.

Brand endorsements will also be present in this digital application. It will one of

the financial sources for the podcast and for our BrightKadas. It will be a win-win

situation for both parties as the products of the brands who wants to sponsor will be

heavily exposed and endorsed in this digital application. Investors are very much

welcome, as well. They would be delighted with hos this application stands and place in

the market.

BrightCast Business Plan 6

Promising to light up your future, this digital application will cater all sort of

contents that our users wish to look for. It will be a place where they see light in the path

to their dreams. A bright light to serve and offer new innovation and contents for all

people. Be the light and create your own light.

Wealth Improvement Approaches

BrightCast provides their audiences a wide range of video podcast genre from

arts, comedy, education, health, leisure, music, news, politics, religion, sports, and

reviews. As competition for other huge competitors, it has an arguably remarkable

quality content that would satisfy curious minds. BrightCast takes into consideration the

current situation with its budget and friendly price on its subscription plan, making the

application a jack of all trades and a worthy vodcast experience not only for the ears

and eyes of its consumers but also for their pockets.

The company Archlight Co. offers new doors and outlet for potential content

creators and graphic artists to showcase their skills while generating profit. BrightCast

will be open to partnerships, most especially to schools, to provide their students an

engaging, accessible, and unique platform to learn at their leisure. Moreover, it will

help in cost-cutting as everything will be delivered digitally, eliminating the cost

associated with printing papers.

Although there are also emerging vodcast application today, Archlight Co. will

ensure to their audiences the quality of BrightCast. The company will focus more on

customer service and marketing efforts on retaining, attracting, and gaining users

through sticking to their core competencies. In addition, the company will ensure that

BrightCast Business Plan 7

the whole team is maximized and there will be no wasted resources as they will be

used to their highest potential. They will be taking a more strategic ways to mitigate

the frequency of resource imbalance when they occur.

One of the wealth improvements approaches involves effectively managing

demand and capacity. Demands must be filtered, prioritized, assessed against the

capacity to deliver, and should be scheduled. This enables the company to avoid

making redundant efforts, gain an accurate picture of resource availability, holistically

predict what’s on the horizon, and keep the strategic and operational levels in

harmony. Moreover, it gives the company the real live visibility to the resource

capabilities and capacity for future projects and would enable a better customer

prospect for future revenue opportunities.

Focusing on productivity and innovation is also a prime approach for wealth

improvement. Enterprises believe that innovation will help them gain market share,

acquaint new products, and increase profitability and profit growth. Leading edge

companies develop their own mixture of metrics that include more subjective and

behavioral-based factors that include leadership, employee, and customer inputs.

Innovation should be a never-ending process (Kaplan, 2014). In this way, the

company will be able to meet consumer demands, keep up with the market’s pace,

retain its operation, and drive revenue.

Both approaches will help improve BrightCast’s business performance. After

all, it is the company’s objective to provide a quality mobile application for all and

generate

BrightCast Business Plan 8

Business Model
archlight co.’s
BrightCast

DESCRIPTION
BrightCast is an application devised by the student-entrepreneurs of Archlight Co. to provide assistance to the listeners with their academic, career,
lifestyle, and entertainment needs through audio-visual lectures and recordings of various topics.

CUSTOMER TARGET CUSTOMER CHALLENGES

 Adolescents  Slow Internet
 Millennials  Low Phone Storage

BUSINESS PHILOSOPHY
Lighting up your future.

GO–TO MARKET
• Google Play Store • App Store • Huawei App Gallery

KEY OBJECTIVES GROWTH OPPORTUNITIES

● Open new platform for auditory learners ● Has access to a professional application developer
● Establish its own image and personality in the market ● User-friendly application
● Generate income ● Provide job opportunities to content creators and graphic artists
● To be a safe space for sharing knowledge, creativity, and be ● Prioritizes innovation
a source of entertainment ● Open for partnerships

BrightCast Business Plan 9

a great amount of profit.

Parties supporting the business

As entrepreneurs, the company considered finding investors that can support the

app development and provide funds to their business startup. The investors will provide

valuable contacts and helpful advice that will motivate people to work harder in growing

their business; all of these will be in addition to providing the funds. Investors will

provide both motivation and moral support as the owner and employees struggle to

launch and build our business.

Consumers will play a critical role in giving feedbacks and demanding goods. It

will help the company to continue to thrive and deliver good content and services. They

would be the leading force behind the company's continued operations. As a result of

the customers' purchases and support, the company will continue to grow and improve.

The outturn of the consumers' requests will produce a large number of high-quality

content and assistance.

To make the BrightCast app available on any device and operating system, it will

be accessible on the three most used mobile app stores, including Google Play Store,

App Store, and Windows App Store. Before the BrightCast app officially launches, it will

be reviewed and checked by the mobile app stores to ensure its efficiency and

confidentiality. These app stores would also keep track of the number of installations,

data, and reports for the BrightCast app to assist the programmers in optimizing its

setup and quality.

BrightCast Business Plan 1

Employees are the ones who tend to perform the most complicated things in the

company, such as manufacturing, development, promotion of services and goods, as

well as other testing requirements. The efficient system of the company is heavily

dependent on the performance of the employees. They are the ones who work

effectively and monitor closely in all aspects of production. The employees are vital

because they can provide crucial insights into the overall customer experience.

Furthermore, employees put great effort into accomplishing the tasks handed or

systematically assigned to them. As a result, the company's motion and output are

primarily reliant on the progress and success of its employees.

BrightCast Business Plan 2

ENVIRONMENTAL ANALYSIS

This section presents the industry analysis and covering the following forces

directly, affecting the proposed business: the trend in the industry, the consumers, the

competitors, market forecast, market share, market position and market strategy.

Trend in the Industry

The podcast industry is in a particular moment of creative and innovative

renaissance, from content creation by publishers and hosts, to listener discovery. And

while podcasts have been around for nearly two decades, the format has only just

entered the mainstream.

This audio content was accessible only on iPods, media players, computers, and

laptops, with only radio shows being converted in podcasts. The slow internet speed

and low storage space issues hindered this industry's growth back then as users

struggled to stream podcasts on their mobile devices.

However, the advent of smartphones, high bandwidth, and lately, personal digital

assistants has paved the way for this industry and has transformed from niche media to

mainstream music mediums.

Additionally, tech companies are jockeying to become the No. 1 destination for

podcast listeners, and the biggest players are Apple Podcast, YouTube, and Spotify.

Considering that the pandemic reached the attention of many listeners around the

globe.

BrightCast Business Plan 3

In the US, eMarketer estimates that the number of US podcast listeners will

increase 16.0% year-over-year (YoY) to 106.7 million.

According to the inaugural forecast (2020) for US weekly podcast listeners, 77.9

million people will listen to a podcast at least once a week, meaning weekly podcast

listenership has more than doubled since 2016. The numbers are continuously growing

because of the patterns of topics and trends that can be much more beneficial and can

be easily utilized here in the Philippines.

While the pandemic hasn't reduced podcast market listenership, it has affected

time spent with the medium. In recent years, time spent was steadily increasing by

double digits, but now podcast listener statistics show that consumers spend about 34

minutes per day with podcasts, a 6.5% YoY decline.

“In the Philippines, about 85% of the people listen to music or podcasts every

day, so audio is really a big part of people’s lives and lifestyle,” Mr. Carl Zuzarte, head

of studios at Spotify Southeast Asia, told reporters in a Sept. 22 digital conference.

The listeners along in the country can create a hotspot for many podcast

companies in building their venture and business. However, since the emergence and

popularization of podcasts, making quality-podcast content has been difficult as the

trends pattern are unendingly changing. In the past, content marketing had the luxury of

finding its way to quality content; many businesses pumped out low-quality content en

masse in an effort to get noticed until quite recently.

Consumers Analysis

BrightCast Business Plan 4

Market Segmentation Market Targeting Product Positioning
-Archlight Co., aimed at any -The company offers - “Lighting up your future”.
age and gender podcast that can gain Bright cast is a
demographics. interest of any age groups; multipurpose application
- The company will cater Nursery rhymes, that can satisfy both of your
any audience with different Children songs, and Fairy learning and entertainment
interests, hobbies, values, tales (Ages 1 – 9). needs. It is an app where
lifestyle, and beliefs. Music, Concert the darkness bought by
- Audio learners and mixed Replays, Novel confusion and the dusk
audio-visual learners. readthroughs, Ted talks, because of boredom will
Educational lessons in any diminish.
subjects, and Interest talks - Arclight would like to shed
(Ages 10 – 18). light for any person who are
Ted talks, Career being lost in the shadows of
talks, Inspirational talks, oblivion, allowing minds to
Novel readthroughs, Life grow and emotions to
lessons, and Music (Ages foster.
19 – 35).
Ted talks, Career
talks, Inspirational Stories,
Novel readthroughs, Drama
Series, and Music (Ages 36
– 50 and above).
- The Company will cater
any audience with different
interests, hobbies, values,
lifestyle, and beliefs.
- Audio learners and mixed
audio-visual learners.

Demand Analysis

The global podcasting market size was valued at USD 9.28 billion in 2019 and is

expected to grow at a compound annual growth rate (CAGR) of 27.5% from 2020 to

2027. The easy accessibility of podcasts during transit times and multitasking such as

walking, gardening, exercising, or cleaning, drives the market growth. The popularity of

this audio broadcasting content was a gradual process since its inception in the early

2000s.

BrightCast Business Plan 5

This audio content was accessible only on iPods, media players, computers, and

laptops, with only radio shows being converted in podcasts. The slow internet speed

and low storage space issues hindered this industry's growth back then as users

struggled to stream podcasts on their mobile devices. However, the advent of

smartphones, high bandwidth, and lately, personal digital assistants has paved the way

for this industry and has transformed from niche media to mainstream music mediums.

While the market is still in its nascent stage, it has seen tremendous growth in

both production volume and consumption over the past decade. According to a report

published by the New York City legal body, New York, known as the epicenter of this

industry, recorded 42.0 million weekly listeners in 2017. Since the market for podcasts

is adapted to follow modern consumption patterns, it is expected to grow exponentially

over the forecast period owing to the high demand for readily available entertainment

content.

An unviable economic model is one of the major concerns for the market

participants offering content on media streaming channels. Since the introduction of

podcasts, advertisements were the only revenue-generating stream but failed to secure

traction since the listeners did not favor the idea of listening to promotional messages

between the ongoing content.

However, companies are developing strategies to emerge as a financially

attractive medium. Podcasters are coming up with per month subscription services and

crowdfunding that enable the users to pay per episode or on a monthly basis.

BrightCast Business Plan 6

With the COVID-19 outbreak, listeners worldwide are observed to be spending

more time at home due to the work from home policies and stringent norms restricting

public gatherings. This has changed the entire dynamics of the market for podcasts

where the target audience prior to the pandemic were people listening to broadcasts

during their commutes. However, the industry is still expected to witness growth since

the listeners are engaged in the content while stuck indoors and while working from

home. In addition, several podcasts are now being launched that are dedicatedly

offering timely updates on the coronavirus outbreak.

The news and politics segment accounted for the highest revenue share of over

30.0% in 2019, owing to the majority of users observed to be listening to these podcast

genres on a daily basis. Since its inception, news and politics have paved the way for

hosts and producers to come with new styles for delivering to the audience with

exclusive content on current affairs.

The genre is famous across all the formats, be it a conversation, solo news

announcements, or a panel discussion over any ongoing subject. The podcasting

market is categorized by genre into news and politics, society and culture, comedy,

sports, and others.

Moreover, In the podcast industry, data-driven marketing is the road to audio

gold, as podcast producers can leverage data insights to get a deeper understanding of

their target listeners.

BrightCast Business Plan 7

80% of people will listen to an entire podcast episode, or most of it, indicating

that podcast listeners are very engaged in the content. However, in some genres, there

is still much room for improvement.

The podcast audience is not only large and growing, but attractive: Listeners tend

to be young, affluent, and educated, and generally open to advertising in podcasting.

This is especially valuable for podcast ads, as the unreachable audience grows and

advertisers may have more difficulty accessing younger, affluent, and educated

audiences who are more likely to use technology like ad blockers across other forms of

digital media.

While at one time brands may have been hesitant to spend on podcast

advertising, the recent boom in listenership has changed those notions. US podcast ad

spending will grow 10.4% to $782.0 million. It will surpass $1 billion in 2021 and reach

$1.61 billion by 2024, more than double its current level.

And though brands have many options when it comes to advertising on podcasts,

the most critical thing is to ensure that a selected show aligns with their brand. Between

2016 and 2019, the share of podcast ad revenues used for brand awareness

campaigns increased from 25% to 42%, according to the IAB.

BrightCast creates interesting content, which means we edit out a lot of the

opening chit chat, off-topic tangents or long pauses while a guest think. We have one

CTA or topic per episode so we do not overwhelm or confuse our audience. We are

concise and we sum up key points for your listeners, because it's not that easy to

rewind a podcast episode (particularly with smart speakers).

BrightCast Business Plan 8

Competitor Analysis

Supply Analysis

For many years, Spotify and Apple have been neck-and-neck in the podcast

industry, vying for the top spot in the market. The latest data from The Podcast Host

shows that 46% of 12–34-year-olds listened to Spotify each month this year, whereas

only 20% of the same demographic listened to Apple Music and accumulated over USD

2 Billion.

Earlier this year Spotify acquired Gimlet Media, throwing down the gauntlet to

Apple in a significant step towards cornering the market. According to Dave Zohrob, the

CEO of Chartable, said that “Based on Chartable analytics data, we predict that Spotify

will reach at least 25% listener share by the end of 2021 — a huge win for Spotify and a

clear warning to Pandora, Apple and other folks.”

Of course, none of these big podcast platforms will be lying down in 2021, so

while Spotify seeks to win the hearts of Gen Z and Millennials, rival platforms will be

pushing out more audio content and finding new ways to innovate and attract larger

audiences.

The competition may spawn a lot more original content, as Spotify tries to

maintain its throne with in-house productions, similar to Netflix. BBC and Google both

released their own services in 2019, leading to a minor fall-out as BBC pulled their

services from Google.

BrightCast Business Plan 9

Speaking of Google, “companies with massive reach and powerful ad-targeting

platforms like Facebook, Google, LinkedIn or Twitter begin seriously entering the audio

space.” Conal Byrne, President of iHeartPodcast Network, points out that large new

content platforms — like Facebook and YouTube — will build best-in-class audio-

specific products and begin to distribute podcasts en masse.

Right now, in the Philippines there are plenty of podcast platforms that is being

offered and the big companies mentioned earlier are the big players in the industry.

Supplies and equipment needed to sustain the company are pretty feasible considering

that there are many investors in the podcast industry as well as in the digital industry.

The company can also do partnership that will eventually result to increase in funds and

also supplies. The target market of the application is wide thus it will provide various

number of contents for any age groups, interest, hobby, religion, beliefs, gender, and

values. Creating these contents maybe a little bit hard but our podcast will find a willing

speaker to host a podcast series.

These podcast hosts are experts in their own fields based on the categories

under the application. Picking the speakers are sorted in two ways, first is the selected

hosts picked by the marketing and management team and second is speakers that

applied to the company to be a host. For those who applied, an interview is required to

make sure that the applicant is qualified for being a speaker. Being a host or a speaker

of a podcast series has benefits, aside to their salary based on their listeners there will

be a provided microphone and a company laptop with the needed accessories for their

hosting.

BrightCast Business Plan 10

Another striking feature of the application is its video accompaniment of the

audio. Not all of us are an auditory learner that’s why the company made to include a

visual material for visual learner. This video will not be mandatory to the speakers to

provide but they have the choice to make for their own podcast. On the other hand,

those host who do not chose to make their own will be automatically reached by our

graphic designers and animators to discuss his/her desired visual. Users of the

application will have the choice to minimize the video without interrupting the audio of

the podcast, this feature is new to the market and the company is hoping that people

will enjoy listening to an audio without worrying about their battery consumption with the

video.

Live talks can be also feasible in making the application better. Ted talks from

speakers really sure are a great idea but a lot of people after listening to the talk tend to

have a lot of questions to the speaker and this can be really infuriating sometimes.

Offering this feature in the application will enable the speaker and audience interaction

and eventually boost the number of listener and user of the app thus rising the whole

revenue of the company.

Market Forecast

Demand and Supply Forecast

The pandemic has changed every aspect of the way we communicate, narrowing

and expanding channels as the weeks and months in quarantine slog on. Such is

certainly the case with podcasts.

BrightCast Business Plan 11

With many people eliminating their commutes to work and skipping the gym, two

popular places for podcast listening. Podcasts initially saw their audiences dwindle

when COVID-19 descended. But the number of podcast listeners has recently bounced

back to pre-COVID levels, and devotees of this content-rich platform are demonstrating

that they’re hungry for new shows.

In late July, Spotify announced a modest increase in the number of podcast

listeners on its platform, yet the amount of content they’re listening to more than

doubled. A recent Edison Research survey found that throughout the second quarter in

2020, weekly podcast listeners on average consumed up to 6 hours and 45 minutes of

podcast content per week. That’s about a half hour increase over the previous quarter.

Edison Research also reports podcasts now reach nearly 100 million Americans every

month. Simply put, the audience for podcasts is growing and more engaged than ever.

The well-crafted podcast does something that many other forms of

communication cannot: It builds trust and rapport between storyteller and audience. For

communications professionals, there is nothing better than delivering your message

right into your listeners’ ears. But the uncertainties vary with the question “What do the

listeners want to hear?”.

According to Edison Research, 74% of podcast users tune into podcasts to learn

something new. Among the most popular podcast genres are comedy, news, politics,

science, arts, sports, and business. Listeners are also demanding freshness and

BrightCast Business Plan 12

relevance. Nearly two-thirds of podcast listeners say they would listen to even more

podcasts if the shows were about topics that interested them.

Recently, Vanderbilt University Medical Center decided to expand its national

thought leadership and showcase its leading experts and lifechanging medical

discoveries in order to solidify its reputation for scientific and clinical innovation. A

podcast seemed the ideal platform to connect with intellectually curious listeners who

crave cutting-edge information they can trust. In July, the Vanderbilt Health DNA:

Discoveries in Action podcast launched. The show takes the listener deep into the world

of health care through conversations with more than 30 pioneers who are pushing

boundaries and setting the stage for the next generation of medicine. Topics range from

unconscious bias to neurosurgery, and episodes are designed to lure the casual listener

with no Ph.D. required for the speakers. In just a small amount of time the podcast

gathered a total of 1 Million listeners in just 2 weeks and is expected to grow as the

medical center offers more topics.

According to Cymraeg (2020), Around 56 million people in the whole world now

listen to podcasts each week. That’s one in eight people and is an increase of 24% over

the past year, and more than double over the past five years. Ofcom research also

found that half of listeners have joined the podcast wave in the last two years. Ofcom

also collected data from a range of sources, including RAJAR, Chartable and the BBC,

to explore the continued rise in podcast listening. Their findings showed that

entertainment is the most popular podcast journey, followed by comedy, then

discussions and talk shows.

BrightCast Business Plan 13

Around nine in ten people in the South East Asia continue to listen to live radio

every week, and many are combining this with listening to podcasts. More than a third

(37%) of podcast listeners say they have listened to a radio programme for the first time

because of listening to a podcast.

Despite podcasts being primarily considered an audio format, YouTube was the

most commonly used service among those who listen to podcasts weekly. The only

group to buck this trend was the 55+ category, among whom BBC services such as

BBC iPlayer Radio or BBC Sounds were the most popular way to listen.

For 18-54s, YouTube was the most popular service for accessing podcasts, and

video podcasts on the platform are particularly popular with people aged 35-54. Among

younger, regular listeners, podcasts with videos are the most popular choice, followed

closely by BBC podcasts.

With these information BrighCast will surely be a hit in the industry, creating a

whole new face for podcast. Increasing the company’s revenue and creating a

community of listeners as well as qualified speakers and hosts.

Market Share

Market Share

The estimated share of the market (SOM) of the BrightCast app locally in the first year

is

700,000 US dollars rising to 1,400,000 US dollars in 5 years. Internationally, the

BrightCast Business Plan 14

expected SOM in the first year is 3,060,000 US dollars rising to 6,120,000 US dollars.

Archlight Co. aims to achieve the market share by producing quality podcasts, giving

a low pricing policy, strengthening customer and employee relationships, and

acquiring more investors for the business.

Market Now % SOM 5 years %

SOM

Share of the market (Local) SOM $700,000 4% $1,400,000

8%

Share of the market (International) SOM $3,060,000 .0004%

$6,120,000 .0008%

The expected market share of BrightCast in the Philippines from the projected

annual revenue of 35 million dollars in 2021 (Statista, 2021) is 4% or 700,000 US

dollars for its first year of operation, rising to 8% or 1,400,000 US dollars in 5 years.

Consumer analysis, competitor analysis, and market forecast contributed a lot in

determining the expected market share of the application. Current data of Spotify

showed almost 4.5 Million local subscribers are approximately spending 30 minutes a

day listening at their podcast. In the view of competence of BrightCast, 4% market

share is realistic since the app showcase new features and a wide range of new genres

which other apps do not have. The probability of expected of increase in SOM of

BrightCast both internationally and locally is indeed high, this is due to 37% (104 million)

listened to a podcast in the last month – up from 32% in 2019 (Infinite Dial 20), and Age

BrightCast Business Plan 15

of monthly podcast listeners versus US population (Infinite Dial 20): 12-34: 48% (vs

37%), 35-54: 32% (vs 40%) and 55+: 20% (vs 23%). Target and expected market share

of BrightCast internationally from the projected annual revenue of 696 billion US dollars

in 2021 (Statista, 2021) is .0004% or 1,400,000 US dollars for its first year of operation,

doubling to .0008% or 6,120,000 US dollars within the next five years. Consequently,

podcast listeners are much more active on every social media channel (94% are active

on at least one – vs 81% for the entire population) and are more likely to follow

companies and brands on social media. Which is a great step up for the application

itself because the company will hire influencers that is suitable in being a host and the

promotion of the application will take place on social media as well.

Market Position

“Lighting up your Future” this is how BrightCast familiarizes itself to the industry

and people. BrightCast aims to shed light for any person who are being lost in the

shadows of oblivion, allowing minds to grow and emotions to foster. The company

believes that as we are being entertained, we should also be educated in important

matters that is why BrightCast was born.

Arclight Co. wants to build a new world where people have a choice to learn

while having fun in the most conventional way, opening new opportunities to qualified

talents around the globe and grow a community. Listeners, Speakers, and Investors are

Arclight Co.’s top priority at all times.

BrightCast Business Plan 16

Podcasts being the primary revenue of the application will create a platform for

people to discover hidden voices and learn new ideas from the speakers. With

BrightCast’s feature we can ensure a quality service and quality content thus making

the app user-friendly at any age groups regardless.

Both the listeners and speakers will benefit in the launching of the application.

Speakers just creating their content based on their expertise or something that they are

really passionate about and listeners discovering their content is a win-win for both

sides. The application will also feature a live talk so that the relationship between the

hosts and the listeners will stay intact and strengthen by their interaction in the Q&A part

of the talk.

BrightCast will be your light and guide for your learning journey and your

companion in times of down emotions, with our vision and value the prospect of building

a great community is much likely plausible. Furthermore, we like to create a venue for

people to foster their minds while activating their guts as we transition to the next stage

of the world development.

Market Strategy

The world now is revolving in the hands of Internet that is why this generation is

called the Internet Age. According to Statista (2020), the number of internet users in the

Philippines according to Datareportal grew to approximately 73.91 million people,

accounting for more than half of the total population. The digital population mostly

belong to the age group of 16 years old and above. Making strategic promotions in

BrightCast Business Plan 17

social media specifically using the qualified hosts and speakers in promoting the app

will surely attract podcast listeners.

In addition, (Podcasting, 2020) podcast listeners are much more active on every

social media channel (94% are active on at least one – vs 81% for the entire population)

which eventually make the listeners to go up in numbers. With this being said plus the

promotions in various social media platforms non-podcast listeners will going to try the

application as well with these factors: Friends and families who are a podcast listener,

Social media ads, Favorite celebrity/influencer became a host, School matters, Interest,

and Brand sponsorships.

Aside from social media promotions with videos, posts, and reviews BrightCast

will also hold brand deals sponsorships with a respective host or speaker during their

podcast. This will gain public attention from the age groups 16 to 40 years old.

Since the app will also showcase contents for ages 2 to 14 years old, preschools

will be our partner in promoting the app as well. Educational genre with the regulations

of the K-12 curriculum is a potential promotion of the app, offering schools the option to

switch to audio-visual materials from BrightCast for the online setting of the students.

Speakers in this genre will be required to have a degree to ensure the quality of the

podcasts.

The marketing of the app will also reach tabloids and newspapers to cover for the

age groups of 41 and above since this age groups are the least user of the internet or

social media in general. Using these platforms can inform them about the app and the

features of it based on any age groups.

BrightCast Business Plan 18

Product Description

Do you want to hear some podcasts that have a series of short, actionable tips

that can help you improve the quality of your lifestyle? Why don’t you try BrightCast

App? BrighCast app can help you widen your knowledge on your education and

lifestyle. It also provides you entertainment to relieve your stress. This application offers

a wide variety of contents that listeners can choose from. Ranging from educational,

fitness, entertainment, etc., you can find it on BrightCast. The speakers and digital

artists will be referred as brightkadas, which is a combination of the words “bright” from

our application name and “barkada.”

Equipment/Material Needed

To build the application, we need laptops or desktops, antivirus software, VPN

software, creative software, hardware, creative tools, and other home office items.

Thousands of development tools that we need are readily available online. Software

development may include testing, new development, coding, alteration, exchange, re-

engineering, repair, and all other practices that result in software products. Antivirus

software is needed because it is too easy to get infected with malware or a virus. For

instance, simply opening a PDF file that appears to be a client invoice might infect your

machine, encrypting or deleting a valuable work.

BrightCast Business Plan 19

Office Equipment

Equipment’s Number of purchases Purchase Price

Equipment

Desktop Computers 5 P 800,000

Programming and Digital 1 P 500,000

Designing Application

Tablets 2 P 100,000

Cellphones 2 P 100,000

Laptops 10 P 1,000,000

Total Cost: 2,500,000

As per developing the application, the developers need desktop computers to

carry out the program, digital design applications, and other computer functions. These

are necessary to test and develop the app. Also included in the desktop computers'

budget are applications that will cater to the developers' needs.

Cellphones and tablets will be our application tester. These will be used to check

and to run if it is very compatible with every gadget that people always use. This test is

crucial because the accessibility and availability of the application are top priorities.

BrightCast Business Plan 20

Laptops will help the developers by developing the app for better and high-quality

display. Furthermore, it will ensure the quality to be exceptional and easy to use, so

they will have to check their laptop from time to time for the updates of the application.

Personnel Requirement

Developing the app itself is not an easy task that's why we will hire programmers

and digital artists to check and inspect the application for a better and high-quality

display; they will also ensure the quality to be exceptional and easy to use.

Position Number Job Description Job Requirement Salary Rate

of
Personnel

1. Programme 5 -Responsible for 1. Bachelor’s Php 50,000.00

r programming the Degree on
application. Computer
programming or IT
-Make sure that
there will be no 2. Must
problem to the present valid
application works from pass
work.
-Makes an update
to the application 3. Ability to
from time to time. present and work
as a Computer
programmer of the
application

4. At Least 2
years’ experience

2. Graphic 4 -Responsible for 1. Bachelor’s Php 40,000,00

Artist/ designing and Degree on

BrightCast Business Plan 21

Digital Artist proposing new Graphic Design
ideas for the
application. 2. Ability to
understand
proposed design
processes.

3. Must present
layout of Graphic
design of your
past works.

4. At least 2 years
of working
experience.

MARKETING PLAN

This section presents the marketing goals and objectives, target market, budget,

marketing strategies, and the activities that will be undertaken to carry out the

strategies.

Target Market

BrightCast Business Plan 22

The application’s target market is based on age demographics, since BrightCast

has a wide range of genres that will cater anyone’s need, age demographics is the most

accurate way of sorting our target market. BrightCast is designed for any age group but

the company’s main target market will be the age group 16 to 25 and 25 to 35. Statista

(2020) founds that as of 2019, a third of online users worldwide were aged between 16

and 34 years. Website visitors in this age bracket constituted the biggest group of online

users worldwide. Also, 18 percent of global online users were aged 18 to 24 years.

Focusing on this age demographic the users will rise up in no time and as the

application gathers this age group the company will be stable and expected to reach our

marketing goals and objective even, we didn’t attract the older age groups.

Marketing Goals and Objective

BrightCast target is to increase sales by at least 45-50% by the span of two

years, which is approximately 22.5-25% a year and 5.5-6.25% every quarter. The goal

of the application is feasible enough considering that the launching and marketing itself

will. According to Statista (2019), In just the span of 2 years in US alone Spotify

manages to earn a 209% increase in revenue in just the span of two years from USD

105.7 Million to USD 313.9 Million. On the other hand, the goal growth percentage is

expected to increase in numbers because of the possible mixed response of the users

based on our new features that is not present in other podcast applications. This will set

us apart from other applications thus gaining more user overtime.

Marketing Strategy

BrightCast Business Plan 23

Market Mix

As we revolve in the hands of the internet, products made in the market should

keep up with the trend. As we all know, audio is a big part of one’s life and lifestyle. With

this being said, Archlight Co. markets a VodCast application that showcases a vast

range of content for user of all ages, from educational genre with the regulations of K-12

curriculum to entertainment of adults. BrightCast’s intangible attributes which are its

ability to meet and exceed customer expectations consistently, its speed in responding

to customers’ demands, and its anticipation of new customer needs are difficult for

competitors in the market to copy, thereby giving the application a competitive

advantage.

The building of prototype and application development will be conducted in

Centro Escolar Integrated School – Manila. BrightCast will be available in all mobile

platform. The application’s website will be the tool for communication. We plan to

expand BrightCast and make subscription plans available for purchase not only in the

application itself, but also in convenience stores or payment centers for those who do

not have e-wallets. None of the competitors are doing this at the moment, so the

company will take advantage of being pioneers in this regard.

BrightCast provides a high-quality content Vodcast. The value of this application

and service is reflected in its price. BrightCast offers first two episodes for free. The

succeeding episodes can be availed by users that is not affiliated with schools in

partnership with the company through paying Php 15/day or Php 450/month in selected

payment channels.

BrightCast Business Plan 24

Archlight Co. will increase customer awareness regarding BrightCast with

multiple internet-based methods. With the help of qualified hosts and speakers,

promoting the app in different social media platform will definitely attract podcast

listeners. Both plans for social media contains organic content and paid ads. Each

social media platform offers advertisers ways to raise posts or run full-fledged

campaigns. Here are some that the company might consider:

• Facebook ads. From slideshow to Instant Experience ads, Facebook

offers a variety of formats, campaigns, and targeting capabilities.

• Facebook Messenger ads. Placed in the Messenger inbox feed, these ads

can be good at starting conversations.

• Instagram ads. Backed by Facebook’s campaign capabilities, use

Instagram ads to reach its community of one billion monthly active users.

• Twitter ads. Drive website clicks, Tweet engagements, and more with

Twitter’s suite of ads options.

In addition, brand deal sponsorships will be made to build the image and drive

discovery of the app. Schools will also be offered to switch their online learning setting

to audio-visual materials to cater all types of learners. Furthermore, promotions will be

done in newspaper, tabloids, and magazines for potential customers ages 41+. Another

way to promote the application is through providing discounts for students and loyal

customers. This will help the company retain its users and keep the business alive.

Archlight Co. has ensured that the staffs and the whole team are qualified and

has undergone training to provide superb service to its customers. The company has

divided the people into different departments. These departments are as follows:

BrightCast Business Plan 25

a.) Contract graphic designer’s department for the visual elements of the

application

b.) IT department for the installation and maintenance of computer network

systems of the company

c.) Application Engineer department for the developing and improving the

application

d.) Sales department that bridges the gap between the potential customer’s

needs and the products/services that the company offers that can fulfil

their need

e.) Marketing department to promote the application and drive its sales

f.) Finance department that is responsible for acquiring and managing funds

and planning for the expenditure of funds on various assets

g.) Customer service team for the 24/7 customer support

BrightCast wants to establish is image in providing light for those who are lost in

the shadows of oblivion. The company want to construct an application that does not

only provide entertainment during one’s dark times but also nurture one’s mind in a fun,

innovative, convenient, and conventional way.

Budget

Estimated
Media Ad Estimated
Ad Types Duration Daily Post
Targeting Types Daily Reach
Engagements
Channels: A. Teaser:
Facebook, Ad Type: 40,000 2 Months
Instagram, Facebook
Twitter, and Image Ad
Tiktok Ad Type: 60,000 2 Months

BrightCast Business Plan 26

Facebook
Locations: US, Video Ad
Philippines Ad Type: 40,000 2 Months
Instagram
Age: 16 to 50 Image Ad
years old Ad Type: 40,000 2 Months
Instagram
Gender: Men Video Ad
and Women Ad Type: 40,000 2 Months
Twitter Image
Behaviors: Ad
Business Page Ad Type: 40,000 2 Months
Admins, Twitter Video
Facebook Page Ad
Admins, Health Ad Type: 300,000 24 Months
and Beauty 984 to 4.2k
Billboard along
Page Admins, daily posts
Marcos High
Food and engagements
Way and BGC
Restaurant 10,400 to
(3000-square-
Page Admins, 72,500 daily 500,000 to
foot)
Small Business reach 1.5m daily
Ad Type: 40,000 2 Months people
Owners, Music Webinar Before the
Page Admins, engagement
Launch
and Fitness and (Every
Health Page week)
Admins B. Launch:
Ad Type: 30,000 1 Month
Job Title: Facebook
Management Image Drive-
position to-site Ad
holders, career Ad Type: 30,000 1 Month
advisers, Facebook
aspiring Carousel
business Drive-to-site
owners, Ad
aspiring key Ad Type: 60,000 1 Month
position Facebook
holders, Video Drive-to-
entrepreneurs, site Ad
new graduates, Ad Type: 20,000 1 Month 1.2k to 7.2k
MBA takers, Instagram 20,000 to daily post
fitness Image Drive- 109,000 daily engagements
enthusiasts, to-site Ad reach
food Ad Type: 20,000 1 Month
enthusiasts, Instagram
professors, Carousel

BrightCast Business Plan 27

music Drive-to-site
producers Ad
Ad Type: 15,000 1 Month
Platforms: Instagram
Facebook Feed, Video-to-site
Instagram Ad
Feed, Ad Type: 10,000 1 Month
Instagram Twitter Image
Stories, Drive-to-site
Audience Ad
Network, Ad Type: 20,000 1 Month
Billboards, Twitter Video
Webinars Drive-to-site
Ad
Ad Type: 30,000 1 Month
Tiktok
Carousel
Drive-to-site
Ad
Ad Type: 20,000 1 Month
Tiktok Video
Drive-to-site
Ad
C.
Sustaining:
Ad Type: 50,000 24 months
Facebook onwards
Image Drive-
to-site Ad
Ad Type: 50,000 24 months
Facebook onwards
Carousel
Drive-to-site
Ad
Ad Type: 100,000 24 months
Facebook onwards
Video Drive-to-
site Ad 984 to 4.2k
Ad Type: 50,000 24 months 10,400 to daily posts
Instagram onwards 72,500 daily engagements
Image Drive- reach
to-site Ad
Ad Type: 50,000 24 months
Instagram onwards
Carousel
Drive-to-site

BrightCast Business Plan 28

Ad
Ad Type: 25,000 24 months
Instagram onwards
Video-to-site
Ad
Ad Type: 50,000 24 months
Twitter Image onwards
Drive-to-site
Ad
Ad Type: 50,000 24 months
Twitter Video onwards
Drive-to-site
Ad
Ad Type: 100,000 24 months
Tiktok onwards
Carousel
Drive-to-site
Ad
Ad Type: 100,000 24 months
Tiktok Video onwards
Drive-to-site
Ad
1,480,00

BrightCast Business Plan 29

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Application Interface

BrightCast Business Plan 31

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