Executive Summary: 

This business plan elaborately discusses SceneOn’s services and provides an 

in-depth analysis and evaluation of our idea to launch a new site in the 

event/venue listing industry. The plan will evaluate the current industry and 

environment to which SceneOn caters and functions. It will also highlight the 

strengths and challenges of launching a start-up website with our solutions to 

said challenges. It also outlines our strategy for SceneOn to gain a profit in its 

first year, and maintain profitability, financial stability and longevity. 

SceneOn is a website and mobile app that matches people with venues, 

activities, restaurants, events and happenings in an urban space based on the 

results of a fun, in-depth and interactive one time personality questionnaire, 

SceneMe! Starting in the New York Metro area SceneOn aspires to be a leading 

force in the event and activity listing industry on a global scale. Large urban 

spaces like New York have been a hub for social activity since the 50’s. With so 

much happening people needed access to information on events and activities 

that were tailored to their interests. This need led to the creation of publications 

like Time Out New York and New York Magazine- they jumped onto the model of 

listing events, activities and happenings according to interests. Today such 

publications have been multiplied, digitally distributed and have morphed into 

more of social media services. With multiple publications online, the search to 

finding the right venue has become much overwhelming. There is a high demand 

from people to find activities based on their individual personalities without the 

excess online noise. Enter SceneOn!

The activity and event planning industry has embraced social media and mobile 

in order to provide the most up to date information for its audience. These sites 

stimulate the local economy, help grow small business and improve industries 

such as the arts by engaging an affluent demographic interested in trying new 

experiences and sharing them with their friends. 

SceneOn knows the value of social media and how it has revolutionized the 

consumer’s power position and the world of marketing. People are more likely to 

trust peers on social media platforms than advertising, hence the social media 

component, the use of sharing and recommending, is very much integrated with 

our services. SceneOn will match your personality profile to people and friends 

similar to you so that you may follow them and give and receive 

recommendations of events and activities. Furthermore, our users will also be 

given the option to upload pictures of their SceneOn experience to their profiles, 

either through the web or through the mobile app. 

The real competitive threat lies in other social recommendation sites like 

UrbanDaddy, VirtualTourist and TripAdvisor. What makes SceneOn different 

from our competitors is our ability to offer a service that can add genuine value 

and create an indispensable difference in our users lives. Existing services offer 

suggestions that are much too narrow. UrbanDaddy and DailyCandy cover 

restaurants and nightlife; Gilt lists sample sales; CourseHorse catalogs special 

interest classes. SceneOn will give widespread venue and activity suggestions 

that span all these categories, so users can rely on the company for any 

occasion or mood. With the right creative advertising strategies on social media 


platforms, celebrity endorsements we are certain to stand out from our 

competition. From a business perspective, having an array of listings opens up 

the field for SceneOn’s two primary source of revenue: Advertising and Feature 

Partner Venues. The greatest source of revenue for SceneOn will be through 

selling traditional banner advertisements on the websites and mobile. The best 

situation would be that SceneOn would gain immediate popularity, due to word of 

mouth marketing or mentions on existing websites or celebrity uptake. In this 

case, consumers and advertisers would approach SceneOn, allowing for strong 

user content and allowing the management team to be profitable from day one. 

Also, if in the future, based on our success, If SceneOn goes global our services 

will have a much greater appeal to advertisers because SceneOn will be able to 

reach consumers with marketing campaigns that are specialized to their exact 

needs upon traveling and exploring their own urban neighborhoods- we can 

extend on to an international market. Another source of revenue is the selling of 

featured listings; if a venue or an event wants to be highlighted and greatly 

featured on our platform they will be labeled as a “featured listing” and will pay 

SceneOn. Other business ventures include adding partnership opportunities and 

a coupon and deals component on SceneOn. 

Through a group of highly trained individuals, a strong management structure 

and state of the art technology SceneOn will excavate, categorize and then 

match the urban scene to our users personality type-giving them the power to 

find events and activities they love easily. Our users can then share events with 


their friends. SceneOn will forever revolutionize the world of each individual 

explorer. The Scene is On! 

Who We Are: 

New Media and Mobile Technologies have created an environment where tasks 

are handled with minimal time and yet the utmost efficiency, creating optimum 

results. SceneOn embodies just that through its services. In a world where there 

is an oversaturation of online content about places to go, where to eat, 

happenings at the newest hotspots and activities to attend in a city - the search 

for the right spot can be quite time consuming. Catering to the individual, 

SceneOn.com is a website and app that matches users with venues and events 

based on his/her personality profile.    

After a one-time detailed, fun, interactive, and user-friendly personality 

questionnaire that deals with an individual's style, age, music tastes, values, and 

income, SceneOn will generate a list of venues, restaurants, festivals, activities 

and events tailored to personal needs. Similar to online dating sites like 

Match.com or eHarmony.com that pair individuals based on personal 

compatibility, SceneOn will match you with events and venues that appear 

attractive to your personality. 


Mission Statement:     

Through the personalization, mobility, compatibility, simplicity and efficiency of 

our services we envision SceneOn to be the leading service provider in venue 

matchmaking for a people of every age, gender and personality type.     

 Once a person has registered with our services on www.SceneOn.com, we will 

create a full profile for the user and allow them to create a visual checklist where 

they can upload pictures and rate how they experienced our suggestions and 

share it with their friends by posting it to their profile.     

The sharing experience can be extended onto other platforms through the 

immediate integration of Facebook and Twitter. However, unlike other social 

media platforms where you are constantly bombarded with what others suggest 

for you, our services minimize that excess information, and skip the gratuitous 

information to get you to the places you want and enjoy being at.     

Studies have shown that most people who are regular users of social media 

technologies religiously spend more time posting, sharing and blogging about 

places, venues and events they wish they could be in rather than actually going 

out and experiencing them. SceneOn is all about actually getting your Scene On, 

moving away from the digital social to the physical social universe. Instead of 

“scening” on digital platforms, SceneOn enables you to be “scening” and be seen 

in real time at real spaces at real events! SceneOn services ultimately allows its 

users to cherish, value and embrace the experiences because they are catered 

solely to users likings, creating memories that will last a lifetime. By using 

SceneOn people will no longer use social media to browse about events, places 


and venue they wish they had gone to or known about. In fact, users would use 

social media to share content of substance, their SceneOn experiences!     

How many times have you gone online or on Facebook and seen pictures of an 

event, or a venue or a restaurant and thought, “Hey! That’s totally my scene!” It is 

SceneOn’s mission to find exactly what it is that you are looking for in terms of 

experience without the add on headaches of third party digital applications and 

oversaturated content on the web. Through our state of the art personality profile 

generator if you’re a Culture Vulture type, a Hipster Shifter, a Zen Master, or a 

Glamourati, trust SceneOn to inform you about the right scenes in the city that 

you are in. Your scene is certainly on with SceneOn! Once you have created 

your account with us and filled out the questionnaire, no matter where you are in 

the world, with a few clicks online or on your mobile device you’ll be directed to 

places, events and activities suited just for you! If you’re in Zurich and we know 

you’re a Foodie we will guide you to that cheese and wine tasting. 


Vision Statement:     

SceneOn aspires to be a leading force in the event and activity listing industry on 

a global scale, starting with the city of New York. We cater directly to each 

individual’s needs instead of general assumptions. SceneOn’s proactive service 

will be successfully delivered and maintained through a dedicated group of 

employees who truly understand what it means to cater to individuals who enjoy 

physical experiences in the digital age. Satisfaction for our users is certainly 



Industry Overview:    

New York is full of movers and shakers; it is a city full of people that need access 

to information on events and activities that match their interests. In 1955, the 

Village Voice was launched from a two-bedroom apartment in Greenwich Village, 

NYC. The paper began as a free publication to New Yorkers with a focus on the 

local region, but it became a resource for event and activity listings for millions of 

residents over the past 50+ years. This model of listing events and activities in a 

weekly format was adopted by other publications through the years, such as 

Time Out New York and New York Magazine.    

With these publications, one did need to look far to find out what to do with free 

time, and these classified sections were tailored to interests: Arts, Dance, Music, 

Theatre, Restaurants, Gay and Lesbian, Sports, the list goes on. When the 

Internet was introduced and publications went on-line it became increasingly 

easy for the publications to cater and filter events for individuals. New websites 

cropped up that didn’t have print editions, like Flavorpill, Thrillist, Gothamist, and 

Goldstar. Niche consumers had spoken, they wanted to find activities based on 

their personalities and situations from singles looking for a night out to busy 

parents trying to find activities for their children to get them out of the apartment.    

These savvy activity seekers tend to be young, eclectic, curious, connected, and 

have a built-in desire to do more. The industry of event and activity listing has 

embraced social media because activities are inherently social and users want to 

share their discoveries with their friends. These sites typically offer the option to 


share via Twitter, Facebook, or e-mail, which then increases viewership ten-fold 

if one activity seeker shares an event with their friends. The sites also benefit 

hugely by the invention of mobile applications: if you find yourself in New York 

with nothing to do, a few clicks can show you events within steps of your location 

and in your chosen price range.     

These kinds of classifieds are also incredibly helpful for other industries such as 

the arts, sports, restaurants and even more niche areas like Burlesque, LGBT 

event, and even science or academic meet-ups. There is literally something for 

everyone and partnering with an event listing publication has proven to do 

wonders for certain small business that otherwise would not get the foot 

traffic. For example, the Russian and Turkish Baths on East 10th street in the 

East Village, which opened for business in 1892. Before being listed in Time Out 

New York’s annual Winter Preview editions the baths was struggling to attract 

new patrons, as most of its members were growing older. Being featured every 

year in either the Winter Preview or Spa editions of the magazine have increased 

their business bringing in younger patrons who otherwise would have never 

known about the Russian and Turkish Baths.    

These sites not only provide activities for New Yorkers, they also help stimulate 

the economy and grow businesses that have had difficulty affording effective 



Current Situation and Macro Trends:     

The event and activity guide industry is moving toward existing exclusively on the 

web or in mobile applications. The print editions sometimes cannot keep up with 

the fast pace of changing events, fluctuating ticket prices, or listing which events 

have been sold out or where tickets still remain. There also is not a way to 

engage with your social network through print, so users turn to the sites or apps 

to share information with their friends quickly, especially important if you are 

purchasing tickets for a large group of people. Our demographic is of a 

generation that feels a compelling need to share and over-communicate with 

their friends; it is no longer enough to just attend an event and maybe post a 

picture or two afterward. It is now the norm to tweet or post to Facebook events 

you will be attending and while you are there, live-stream the your experience 

using Twitter or Instagram. SceneOn will tap into this need by providing an 

opportunity for our users to share their personality type, the quizzes they’ve 

taken, and a profile with the community as well as easy ways to share activities 

using social media. At some point, it might be the case that the App becomes 

more popular than the website itself, especially among our constantly on-the-go 

target audience. 


Any new brand must spend time focusing on how to gain an audience and build 

brand awareness, usually with a small advertising budget. SceneOn should 

spend the first year’s advertising budget on transit advertising such as bus 


shelters, subway platforms, in-car advertising and taxi-tops. Our target spends a 

lot of time outdoors in the city that they love, so television and radio advertising 

would be far less effective and not reach our demographic. SceneOn will also 

advertise itself throughout the city on bar coasters, public restrooms, and use 

guerilla techniques such as wild postings and grassroots marketing to engage 

the audience in the environment they feel most comfortable in, the streets of 

NYC (the first city where any campaign will launch). SceneOn will rely heavily on 

social media and enlist the help of social media influencers in the NY 

Metropolitan region to spread the word about the brand before our website 

launch. The site will also purchase space on websites such as Facebook, 

Gawker, the Huffington Post, Gothamist, PerezHilton, and other sites that our up-
to-speed, connected, audience would be visiting on a regular basis.    

Incorporation and Legal Affairs: 

We will form a corporation in the State of New York. As a C Corporation the site 

will have a board of directors from a variety of backgrounds that will invest in our 

site and also manage financial reporting and help operate the business under the 

rules and regulations in New York State. In the Corporation model investors can 

put money into the company and we will be able to issue stock to 

anyone. SceneOn will need to register our business name, file a certificate of 

incorporation, draft company by laws and have a Board of Director’s meeting to 

quality for C Corp Status. We retain general counsel for the purposes of setting 


up the C-Corp and also to assist our start-up following the rules and regulations 

of Internet Advertising as set forth by the FTC.    

Competitive Landscape: 

The competitive landscape within social media startups is intensifying by the day. 

In 2011, 30 million applications were downloaded each day, but few were able to 

cut through the clutter.     

reaches-30-million. January 2011)     

One must be highly differentiated and stay focused on key features and 

uniqueness if one wants to survive and establish a brand. Social networkers are 

daily exposed and tempted by new services and applications that promise 

improved convenience, value and sociability.     

Consumers and corporations are progressively interested in taking part in new 

social media opportunities. However, it is important to keep in mind that to the 

average consumer, being actively engaged in the largest social media platforms 

like Facebook, Twitter and Instagram is sufficient. SceneOn’s recipe for success 

depends on our ability to offer a service that can add genuine value and create 

an indispensable difference in our users lives. SceneOn will enter into a “survival 

of the fittest” market with 725,470 applications available, already primarily 

dominated by social media giants like Facebook, Yelp and Foursquare. 

(Appshopper. http://appshopper.com/iphone/all/new/28)    


Facebook has an established position with more than one billion users, acquiring 

privately shared information from globally diverse individuals. Yelp, an online 

rating and recommendation site, has a worldwide recognizable brand and a wide 

variety of represented venues and restaurants. Foursquare operates as the 

markets leading “check-in” app, allowing their 20 million users to notify chosen 

friends of their whereabouts and activities, simultaneously offering discounts at 

restaurants and venues upon users check-ins. Smaller, yet similar competitors 

include LinkedIn, Google + and social recommendations sites like UrbanDaddy. 

Various traveling sites like Virtualtourist, Tripadvisor and Expedia are also viable 

competitors. SceneOn is different because we decide to focus on the “U” in 

Venue, and will initially appeal to niche markets. Facebook and Foursquare have 

consumer’s general information, but unlike SceneOn they do not adequately 

explore the scale of interests a consumer has when touring an unknown city, or 

when users are searching to experience different events in their hometowns. Our 

personality questionnaire and carefully calculated recommendation system 

provide consumers with a significantly more personalized and detailed venue 

recommendation than the other more standardized and touristy travel sites 



Social media, including social networks, blogs, microblogs, wikis, podcasts, 

photo and video sharing, aggregators, lifestreams and review applications, have 


created a new kind of consumer. Consumers today are informed, engaged, 

passionate and vocal about their experiences.     

Word-of-mouth has always been a dominant driver of consumer purchasing 

behavior, and social media technology has revolutionized the consumer’s power 

position and the world of marketing. Studies show that online social network 

users are three times more likely to trust their peers’ opinions over advertising 

when making purchase decisions (“Social Networking Sites: Defining Advertising 

Opportunities in a Competitive Landscape,” JupiterResearch, March 2007), and 

almost two-thirds (62%) of consumers read consumer-written product reviews on 

the Internet (Deloitte & Touche, September 2007). The Trust in Advertising 

survey found that consumer recommendations are the most credible form of 

advertising (“Social Media Marketing: The Right Strategy for Tough Economic 

Times” Awareness, 2008) and more importantly 69% of consumers who read 

reviews share them with friends, family or colleagues, thus amplifying their 

impact (Deloitte & Touche, September 2007).     

These statistics indicate SceneOn’s vast opportunities within marketing and 

consumer connectivity. In addition to the standard word-of-mouth 

recommendation from complete strangers that other sites offer, SceneOn also 

matches your personality to people and friends similar to you so that the 

recommendations you receive are tailored and guaranteed to match your style 

and adventurous needs. Besides the fact that people now travel and seek unique 

experiences more than ever, we expect to see growth and sustainability within 


our site’s social networking options, further expanding our mobile and tablet 

platforms and advertising/marketing capabilities.    

The use of social media has exploded during the last few years. Statistics prove 

that a market for curious social networkers exists. 46% of American adults now 

have smartphones and sales are projected to grow by 38% thru 2012.     

(Your Smart Phone Knows You So Well Its Scary)    


2012.     85% of international leisure travelers depend on their smartphones when 

traveling abroad proving that smart phones and social sharing has become an 

integrated factor within the traveling experience. 76% post vacation photos to a 

social network, 46% check in to locations on Facebook and Foursquare and 70% 

update their statuses- all while still on vacation. (How Tech and Social Media are 

changing Travel) http://mashable.com/2012/03/24/how-tech-is-changing-travel-
infographic/. March 2012. As more people connect and subscribe to SceneOn, 

users can follow chosen friends and visit the same venues as them, an option 

that undoubtedly appeals to the aspiring social networker. The opportunities to 

expand and scale our business are limitless. In addition to all the people traveling 

in groups, many also choose to travel individually to seek new friends, 

experiences and connections. In large urban cities like New York, Tokyo and 

London people often seek experiences individually and depend on their phones 

to navigate them through the vast amount of opportunities available. In the future, 

SceneOn could also match users with potential partners, friends and business 

connections upon their request.    


On the marketing side, businesses already use networks like LinkedIn, Facebook, 

Ryze, PartnerUp, Twitter and Google Plus to extend their marketing reach, 

improve customer service, and cut business costs for communication and 

collaboration. Today's customers are sophisticated users of digital 

communications, whether these are delivered through mobile, email, social 

media or the web. Consequently, social networks are a ready-made 

communications channel through which businesses can connect and interact 

with their buyers. 

SceneOn will have an advantage by being able to reach consumers with 

marketing campaigns that are specialized to their exact needs upon traveling and 

exploring their own urban neighborhoods. A consumer does not have the same 

needs when traveling abroad and exploring events in their hometown, and 

SceneOn will notify their advertising partners where and what specific wants their 

demographic is conveying at the time. This enables them to tailor campaigns and 

advertising seamlessly, and to connect with their audience no matter their current 

city or state-of-mind. Considering that mobile and tablet advertising is a market 

on the rise, SceneOn will embrace this and focus primarily on the mobile/tablet 

platforms. Research shows that 15% of consumers download mobile applications 

and 52% “like” Facebook pages specific to an upcoming vacation. These 

numbers indicate that our services will be relevant not only during, but before and 

after traveling, and also that the market has significant room for further growth. 

As our business develops, it will encourage users to both travel and experience 

more. Growth in advertising will exceed from embracing only venues and events, 


and eventually combine and integrate the entire travel or exploration 

experience. Hotels, flights, cars services and events can customize complete 

nights-out, vacations or trips based on your preferences, income, earlier 

experiences and personal situation and be able to market them directly to the 

palm of their hands. 

Business Proposition/Funding: 

To fund our start-up we are planning on seeking angel investors, an individual 

that has significant resources and would be interested in a start up business like 

ours. Our prospective investor is a person who follows his or hers instincts, 

sufficiently comprehends and believes in the aspects and opportunities of our 

business and is familiar with the industry. Ideally, our investor is a person who 

has vast experience in digital businesses and has dealt with or previously 

invested in startups. A potential investor may get a percentage of return on the 

investment, and if all goes well a partial ownership and a voice in management 

decisions. We will also explore the possibilities of peer-to-peer funding, by 

engaging in websites that connect small businesses and investors together. If we 

find a suitable investor we will privately negotiate an interest rate for the 

investment. In the event that we fail to find an investor, we would seek a bank 

loan or consider introducing friends and family members to our business 

proposition. We would also try to attract a Startup incubator. Business 

incubators such as YCombinator are likely to fund tech niches. Their funding 

offers are typically smaller than from angel investors or venture capitalists, but 


they tend to be more accepting of a promising idea and a smart entrepreneur. If a 

personal investor is interested we would make sure to negotiate the deal in a 

strictly business matter, including the size of investment, rate of return and 

potential ownership arrangement. The start-up team is also planning on 

personally investing in the project to prove our belief and commitment to future 

and prospective investors.     

Site UX (User Experience): 

SceneOn’s user experience will go as follows:    

1 User visits www.SceneOn.com    

2 User is prompted with a sign-up/log-in page. Only personal information 

needed to sign-up is an email address and password to start the basic 

profile. An automated email is sent to the user immediately, encouraging 

the user to download the app onto their smartphones (where applicable).    

3 Once an email/password is submitted, the user takes the SceneMe 

personality questionnaire     

4 Upon finishing the questionnaire, the user is notified that SceneOn will 

aggregate a list of suggested venues, activities, and experiences, and will 

update the user’s profile automatically on a daily basis. User can also opt 

for daily or weekly email updates with the new suggested list.    

5 User can now also browse SceneOn’s database of venues.    


Strength and Challenges: 

SceneOn’s strength is that it is a one-stop-shop for all types of activities based 

on the user’s personality quiz. Existing services offer suggestions in too narrow 

of fields. UrbanDaddy and DailyCandy cover restaurants and nightlife; Gilt lists 

sample sales; CourseHorse catalogs special interest classes. Yelp hosts public 

reviews of all types of venues and experiences, but it does not tailor listings to 

any user. SceneOn will give comprehensive venue and activity suggestions that 

span all these categories, so users can rely on the company for date night ideas, 

pop-up shopping sales, nearby concerts of local bands in the style of one’s 

favorite music group, and under-the-radar classes for particular skills.    

The main challenges intially facing SceneOn include aggregating all the content, 

keeping the calendar of events of the venues up-to-date in real time, and building 

the back-end programs to match the venue or activity to the combination of 

answers from the personality quiz. To face these challenges, SceneOn should 

start front-end development by using its Ground Force team to cover content. 

Made up of experience-seeking individuals, this Ground Force team will visit and 

categorize venues by neighborhood, and create a report with details on the 

venue including vibe, location, calendar-of-events and price points.     

Once the Ground Force team is established, SceneOn should create a 

Partnership department to bring in Featured Partner venues, which will help our 

revenue stream. This team will be made up of sales reps and network leveraging 

agents, the latter having PR contacts who will want to get their represented 

venues as much exposure as possible. Lastly, an Account Management team will 


be hired to maintain the Featured Partner accounts once they have been 


SceneOn’s back-end will need equal attention in the beginning phases. A 

development and UX team will be essential at the start to build the personality 

quiz and subsequent technology that will match the venues and activities to the 

user’s profile. A subset of this team will also oversee the calendar of events for 

general listing venues, assist with any troubleshooting a venue has with 

SceneOn’s back-end structure, and implement a system of strikes for any venue 

that fails to update its calendar in real time.     

Setting up SceneOn in each city does require a fair amount of manpower, the 

Ground Force team will need resources to gather venue and activity information. 

But once the database holds a significant number of venues, the business 

becomes much more scalable, mostly due to the site’s back-end technology. 

That being said, SceneOn does present many opportunities in terms of scope. In 

particular, SceneOn could develop many successful e-commerce platforms out of 

its database of venues. In particular, a great source of revenue for SceneOn will 

be the establishment of a deal component and couponing site. SceneOn will be 

profitable through revenue sharing. This is a competitive advantage for SceneOn 

because they will have the existing platform to promote events, and then have 

the deal site that can sell specific items related to the events, including meal 

discounts, drink tickets, and other activities for the users to do before or after the 

event in the same geographic area. SceneOn holds great potential to tap into 

consumers via its venue database.    



SceneOn is a unique digital product offering that can be profitable through 

various revenue streams:    

● Traditional online advertising    

● Partnership Opportunities    

● E-Commerce    

From a business perspective, having such an array of listings opens up the field 

for SceneOn’s two primary source of revenue: Advertising and Feature Partner 

Venues. The greatest source of revenue for SceneOn will be through selling 

traditional banner advertisements on the website. Both conventional and IAB 

(Interactive Advertising Bureau) approved ad units will be sold, including 

leaderboard and big box ads. Additionally, Rich Media will be used, including 

peelbacks and transitionals, and full website takeovers will be sold to allow for 

the greatest amount of revenue for the company. Videos on the site, promoting 

events, will allow for both pre-roll and mid-roll advertising. These ads will be sold 

at a premium rate, as they will provide the greatest exposure for advertisers to 

sell their products directly to users. SceneOn can eventually undertake e-mail 

marketing as well, to inform users of upcoming events that they may be 

interested in attending. These e-mails will have digital advertisements as well, 

which will be sold separately, or as a part of a larger package for an advertiser. 

With its expansive number of categories of venues and activities, SceneOn can 

attract more types of advertisers compared to its competitive sites. NYC Institute 


of Culinary Education would not advertise their classes on Gilt, but could do so 

on SceneOn as part of a schedule that includes Gucci, Ketel One, and Madison 

Square Garden.     

The second main source of revenue for SceneOn in its first iteration as a 

company is its Featured Partner opportunity for venues. Once on board with 

SceneOn, a venue will opt to list itself in one of two ways:     

1 General Listing. This option will be free for the venues, and include built-in 

self-serve technology for the venue to update its calendar of events on the 

SceneOn system. These listings will appear alphabetically in suggested 

lists for a user, and will never be withheld from a suggested list.    

2 Featured Partner. These listings come at a cost to the venue, but they 

offer many more opportunities on the site. SceneOn’s team will create 

profiles for these venues that include photos, links to the venue site, 

traffic-driving reservation/ticket systems, and potential for more in-depth 

partnerships as the site grows. These listings will appear at the top of 

suggested lists above the alphabetical general listings.     

The Featured Partners will be highly cultivated relationships with the vendors of 

these listings, including hospitality companies, party promoters, venues and 

festivals. As the number of users increases on the site, these establishments will 

benefit by receive extreme exposure to all events. These events will want to 

partner with SceneOn as much as they can to feature their brand and activities 


prominently on the site, giving them the greatest amount of exposure. These 

sponsorships will be an increased revenue source for SceneOn.    

Business Cases: 


The worst-case scenario is that SceneOn will have a small user base and will not 

have companies that are willing to pay to have their events featured. In this 

situation, SceneOn will need to reduce their current management team in order 

to lower costs and they will need to focus on better building the brand to acquire 

consumers and advertisers for long-term success. SceneOn will also need an 

exit strategy, if they fail to see success. After a certain deadline, they can cut 

their losses and close the operation. 


In a reasonable scenario, the site will slowly develop and continue to gain new 

users and advertisers daily. The initial site-marketing plan will require a lot of 

effort in order to acquire consumer attention, as competition is aggressive. 

SceneOn will be required to set out a clear timeline of expectations and goals 

and follow with typical digital start-up expectations. 


The best situation would be that SceneOn would gain immediate popularity, due 

to word of mouth marketing or mentions on existing websites or celebrity uptake. 

In this case, consumers and advertisers would approach SceneOn, allowing for 


strong user content and allowing the management team to be profitable from day 


Demographics/Consumer Audience: 

SceneOn is targeting a very strong consumer base. Users are expected to be 

primarily between the ages of 21 and 34, who are active Internet and social 

media users and consumers. They skew primarily female, and the majority are 

college graduates (or higher), with an average of greater than $50,000 household 

income. Almost all share their interesting experiences with friends and family 

digitally and are continuously looking for new activities to explore and share. 

These users are digitally active at home, work, and on the go, with smart phones 

and tablets. Multiple video platforms allow for increased use and site uptake. Our 

trend-setting event partners are exactly what our demographic is looking for. We 

bring the right events direct to the user. 

Personality Types: 


SceneOn’s competitive advantage is our unique recommendation tool and 

personality analysis. Once the quick, easy and user-friendly survey is completed, 

our users will be categorized according to the following personality types:    

· Adventurous    

· Cultured    

· Imaginative    


 Next Steps: 

 After a period of detailed investor research, our goal is to have an initial seed of 

$750,000 by the summer of 2013 in order to begin site development by Q4 of 

2013. We will launch initially in the New York Metro area with a website and a 

mobile app that is compatible with the iPhone, Android, and Blackberry. Within 

one year we will begin incorporating a coupon element to the site, offering daily 

deals based on your personality type and location. After the first year of launch 

the SceneOn team will evaluate the success of the site with the hope of 

launching in five additional key cities, such as Austin, San Francisco, Los 

Angeles, Chicago and Miami. The long-term goal being to launch internationally 

in major cities across the globe.

The above team will build a strong foundation for SceneOn and allow the brand to 

become established in the digital industry, attracting a good base of users and 

advertisers. All five team members will sit on the SceneOn board and oversee the 

entire decision-making and development process. 


Once Mallika, the CEO, believes that the product has reached a certain level of 

popularity and is running successfully, the team can be reduced to only three senior 

executives, to decrease costs and allow the other team members to work on other 

projects externally. These members will remain on the board of directors and have 

decision-making power. 


It may be beneficial for SceneOn to hire consultants with previous experience in e-
commerce and digital advertising, or hire someone who has worked as an executive 

at a competitor like Facebook, Urban Daddy, Four Square or Yelp.

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