BUSINESS PLAN

TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
WORKING VISION 1
WORKING MISSION 1
BUSINESS GOALS 2
COMPANY DESCRIPTION 2
SERVICES OVERVIEW 2
COMPETITIVE ADVANTAGE 2
SUCCESS FACTORS 2
SERVICE DESCRIPTION 2
MARKETING 3
THE BRAND 3
NETWORKING EVENTS/CONFERENCES 3

WEBSITE LAYOUT
3
SOCIAL MEDIA STRATEGY 4

CORPORATE SOCIAL RESPONSIBILITY
5
COMPANY STRUCTURE/MANAGEMENT 5

CURRENT ORGANIZATIONAL CHART
6

PROPOSED ORGANIZATIONAL CHART
7
FINANCIAL PLAN 8
REFERENCES 9

EXECUTIVE SUMMARY
PURPOSE OF THIS PLAN
The purpose of this business plan is to offer effective business
suggestions to help Kaiser Lachance grow as a company from a
boutique agency to mid-sized enterprise. This plan will provide
recommendations regarding company description and services,
expansion, marketing and finances.
COMPETITIVE ADVANTAGE
Within the competitive industry Kaiser Lachance focuses on the unique
selling proposition of offering boutique client services combined with
global experience.
The company culture and family feel of the organization builds trust
with long-term clients. Kaiser Lachance also has strategic counsel
providing expertise.
CLIENTS
Services offered at Kaiser Lachance help shape client experience.
Marketing, corporate and financial communications define client cases
and provide solutions for all organizational needs.
Kaiser Lachance has a range of dedicated clients from different industry
sectors. Motivation and inspiration from the team delivers best results.
Clients are managed with the highest level of respect regarding their
time and the representation of their brand.
COMPANY STRUCTURE
There will be a proposed internal management system focusing
on three specialized areas of the companys expertise: marketing
communications, corporate communications and financial
communications.
Kaiser Lachance will extend these specialized services into the Montreal
market. This will be led by David Kaiser and Anne Lachance who
will mentor the executive team in both offices. A project organization
structure will be implemented in both offices for this company growth
initiative.
FINANCIAL HIGHLIGHTS
Kaiser Lachance has had steady growth for the past three years. Total
revenues of $10 million supports payroll and office costs.
It is expected that Kaiser Lachance will increase their total revenue to
$29.5 million by the end of the sixth operating year.

WORKING VISION
To implement effective strategies
in the areas of marketing,
corporate and financial
communications, offering the best
services, support and counsel for
our clients.

WORKING MISSION
Offer personal, boutique-style,
dedicated service
Provide best-in-class counsel and
support on every engagement
Respect clients time

BUSINESS GOALS
We need to retain culture and family feel. David Kaiser
While transitioning from a small to mid-size enterprise, Kaiser Lachance aims to:
Keep focusing on growth and adding new clients/staff
Clearly define what the company offers and respond to client needs
Build teams for expansion
COMPANY DESCRIPTION
Kaiser Lachance brings global experience and thinking with boutique client service to the North American
network. The business focuses on integrated communications programs across channels with a wide range
of sectors to offer best in-class counsel and support. As the company continues to grow and expand, new
developments to benefit the business will be explored. Following consistent industry trends, the evolution of
social media is integral to marketing for both the brand and clients. All platforms of communication should
be encompassed by the agency. Using social media strategies allows for an agnostic approach to channels,
allowing for consistent brand messaging and awareness, especially for future expansion.
SERVICES OVERVIEW
Our clients are our friends, not about money-achieving what clients need us to achieve, that is what drives
us. / We want to do a better job defining what we offer and responding to client needs. David Kaiser
Fully integrated communications programs across all relevant channels
Strategy and execution in a wide range of disciplines
COMPETITIVE ADVANTAGE

High quality strategic counsel

Personal services
Unique value proposition: Boutique client service style and global experience
Thought leadership in three main areas of communications services

SUCCESS FACTORS
Skilled practitioners in key areas
Culture and family feel
Focus on team duties especially for expansion opportunities
SERVICE DESCRIPTION
Financial Communications:
Kaiser Lachance works very closely with financial teams to develop communications plans to ensure
stakeholders better understand companies position in the financial market. Clients are advised on strategic
communications ranging from investor relations to transactional communications.
Corporate Communications:
The specialized team facilitates and provides effective internal and external communications to clients
through various avenues communicating the same message to all stakeholders. Services are offered in
strategic positioning, brand management, internal communications and crisis communications.
Marketing Communications:
Kaiser Lachance creates and promotes connections between people and brands. Strategies and messages
are developed for products, digital integration, events, social marketing, consumer education and activation,
partnership development and brand ambassadors.

MARKETING
We could be aggressive in media engagements on PR, networking events, conferences etc.
David Kaiser
THE BRAND
Timeline: Launch in three months in accordance with brand redevelopment
Values:
Trust, respect, relationships, accountability, transparency, personalized service/engagements
Positioning:
Global experience with boutique client service
Post-Brand Experience:
It was a smart decision to use Kaiser Lachance for my business communications. I felt like family with
their personal services and their global experience helped take my brand to the next level with innovative
campaigns. I really trust the team and know their experience is a benefit.
Personality:
Expert staff in specialized areas of communications
One-on-one personalized service, respect for time
Senior management cares about clients
Creativity and deep business knowledge
Less corporate in order to appeal to more clients in need of marketing communications
NETWORKING EVENTS/CONFERENCES
Timeline: Begin attending in 2015, participate regularly as opportunities become available
Kaiser Lachance can begin expanding their network by attending and engaging at public relations
conferences and workshops. Networking events are also an opportunity to engage with potential employees.
Examples of events include:
Engagement+Impact Canadian Public Relations Conference
Held in Montreal, Quebec, May 31-June 2, 2015
Hosted by the CPRS
Attended by other mid to high level communicators in a vast area of expertise and disciplines and
business professionals seeking PR counsel
Provides a networking opportunity with industry and business professionals
Social Media for PR and Corporate Communications Conference
Held in Buena Vista, Florida (Disney World)
Focuses on social media and its uses in a fast paced and changing social landscape
Teaches attendees how to create strong campaigns using a variety of platforms
Keynotes include representatives from NASCAR, Coca-Cola and Disney
WEBSITE LAYOUT
Timeline: See brand timeline
The Kaiser Lachance website can be modernized with an emphasis on showcasing creative abilities
and reducing the current corporate feel. The website could also include a more user-friendly interface by
organizing services through the use of subheadings along with dropdown information. This would help

users and clients find information with ease. Kaiser Lachances Twitter feed could also be integrated onto the
website homepage to draw traffic back to the Twitter page. Additionally, a blog written by current staff could
be integrated into the website to give Kaiser Lachance a more human feel and draw attention to the work
that is being done. An online portfolio of work that has been done for clients could be shared on the website
as well. This showcases Kaiser Lachances clients and the projects. This section could also include client
endorsements and testimonials.

SOCIAL MEDIA STRATEGY

Timeline: Contingent on company expansion and hiring of digital strategists for marketing teams
We need to find actionable things we can do, give specific things that will advance business objectives of
client-tactical approach. David Kaiser
Kaiser Lachance uses Twitter, Facebook and LinkedIn primarily to promote client activity. Though this
helps promote the agencys client base and their successes, Kaiser Lachance can contribute to online
conversations through the promotion of its own initiatives , skills and services.
LinkedIn - Case study: Environics
The company page offers engaging content including business updates about staff changes, job openings,
awards and media mentions. This content helps position Environics as a transparent, relevant and
newsworthy agency.
Kaiser Lachance can maximize their social media presence by telling their business' story and positioning
themselves as thought leaders in their industry. Content can include posts showcasing their experienced
staff , company updates/milestones, and achievements.
Twitter: Case Study: Strategic Objectives: @SO_ pr
Strategic Objectives uses effective strategies that offers informative, educational and easy-to-read articles.
The content complements the agencys posts celebrating recent developments and accomplishments.
Kaiser Lachance can increase their following by sharing its latest accomplishments in combination with
industry tips and client promotional content.

Sample Tweets:
Countdown: 18 days till #Montreal office opening stay tuned for updates
Excited to attend the @CPRS2015 conference, learning new strategies #CPRS2015
5 ways to take your #brand to the next level now: http://bit.ly/1vM8ryv
David Kaiser has voiced the challenge of brand differentiation across social media channels. Therefore,
Kaiser Lachance can promote their experience by sharing original content consistent with the agencys brand
personality aligned with client needs.
CORPORATE SOCIAL RESPONSIBILITY
Timeline: Begin research in second quarter of 2014-2015 fiscal year and implement strategy in final
quarter.
Kaiser Lachance currently supports the North Toronto Soccer Club. It is recommended that the agency
expands its social responsibility efforts to include initiatives that better align with the brand and services.
Below are examples of the types of social and environmental initiatives the company would benefit from
supporting:
The Critical Role of Development:
Kaiser Lachance can team up with local high schools to host workshops on critical thinking, conflict
management and managing people as part of their leadership development program.
Environmental Initiatives:
The services offered at Kaiser Lachance require business travel. Currently, eighteen per cent of the
companys expenses are spent on travelling to partnering agencies. These transportation costs can have an
impact on the environment. For this reason, Kaiser Lachance can become more sustainable by adopting the
following practices:

COMPANY STRUCTURE/MANAGEMENT
Timeline: Second quarter of 2014-2015 fiscal year
What we are able to do is use operations that can be supported by the location / I would think right now
were in an expansion phase where budgets are coming back and companies who have survived the last 5
years will go on. David Kaiser
Growth in Montreal is a company goal:

Fiscally responsible to branch into Montreal first

An office would create visible public presence for the brand in Quebec
Growth in Montreal is dependent on the work completed in Toronto
Network directly with Quebec-based companies
Recommended Office Structure: Toronto and Montreal

There are currently 17 roles in the Toronto office. The proposed expansion plan will increase job roles by 66%
overall, represented by 24 roles in the Toronto office, and 24 roles in the Montreal office. Managing partners
account for an additional two roles in both the Toronto and Montreal office, as they will oversee both locations
and travel between as required. Client partners in the Montreal office will oversee its operations when the
managing partners are in Toronto.
Current Organizational Chart:

Client Partner
Diana Conconi

Managing Partner
& President
Anne Lachance

Managing Partner
David Kaiser

Client Partner
Dara Willis

Client Partner
Mark Blevis

Client Partner
Martin Hoffman

Senior Director
Tara Wood

Director
Dan Madge

Director
Gwen McGuire

Senior Manager
Ashleigh Goodbody

Manager
Rosaline Royal Guillot

Senior Co-ordinator
Ray McIlroy

Senior Co-ordinator
Heather MacDonald

Co-ordinator
Stephanie Cangelosi

Senior Co-ordinator
Jean Francois Thibault

Co-ordinator
James Decosimo

Interns

The expansion and division of office roles in both locations is structured in a project organization format. In
narrowing down the services of Kaiser Lachance, this structure allows for specialized teams to focus on each
area of service: marketing communications, corporate communications and financial communications. New
and existing Kaiser Lachance employees will be placed into project teams based on their skills and areas of
expertise. Teams can then focus on clients that require the specific service which they are specialized.
The marketing communications team has a digital strategist that will professionally manage the curation,
creation and overall use of clients social media accounts, including those of Kaiser Lachance.
Proposed Organizational Chart: Toronto and Montreal Offices
Managing Partner
& President
Anne Lachance

Client Partner
Marketing

Managing Partner
David Kaiser

Client Partner
Corporate

Client Partner
Financial

Senior Director

Director

Senior Manager

Senior Manager

Senior Manager

Manager

Manager

Manager

Digital Strategist

Senior Co-ordinator

Senior Co-ordinator

Senior Co-ordinator

Co-ordinator

Co-ordinator

Co-ordinator

Intern

Intern

Intern

FINANCIAL PLAN
BREAKDOWN OF EXPENSES

Despite staff increases, salaries will remain around 25-30 per cent due to expected growth in revenues.
THREE-YEAR PROJECTED GROWTH
Current revenues:
Year 1
Year 2
Year 3
Year 4
Year 5
Year 6

$10 million

$1 million
$3 million
$6 million
Total: $10 million
$5.5 million Drop in revenues accounts for Montreal expansion costs
$6 million
$8 million
Total: $29.5 million

REFERENCES
http://kaiserlachance.com
Website Comparisons:
http://www.edelman.com
http://www.national.ca
Social Media Comparisons:
Environics LinkedIn Profile:
https://www.linkedin.com/company/163647?trk=vsrp_companies_res_name&trkInfo=VSRPsearchId%3A1842
116801417446900686%2CVSRPtargetId%3A163647%2CVSRPcmpt%3Aprimary
Environics LinkedIn Content Example:
http://environicspr.com/ca/2014/11/wartime-ultimate-crisis-communications-challenge/
Strategic Objectives Twitter Profile:
https://twitter.com/SO_pr
CSR Environmental Initiatives:
http://www.ic.gc.ca/eic/site/csr-rse.nsf/eng/rs00132.html