My Business Plan

Posted by Ari Koinuma

This is the current version of my business plan. Last updated September 16, 2008. You can view a digest version of this in the original announcement I made.

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Summary:
We are building an interdisciplinary online enterprise that create 3 types of offering: music, blogs and mentorship/training. The foundation of the business will be built on this model:

1. A prolific musician writing and recording consistently high quality songs spanning exceptionally wide stylistic range (rock, pop, folk/roots, children’s music, classical/film music), and releasing them freely in a blog format at frequent, regular intervals.
2. #1 is accompanied by and promoted with a portfolio of blogs that are well-written and insightful, focusing on topics that are relevant to our target demographic: music lovers, musicians, blog entrepreneurs, and self-help seekers. The reason we are targeting this range is to help our clients remove roadblocks throughout their development: personal → artistic → entrepreneurial.
3. Mentorship/training relevant to our target demographic: songwriting, music career, entrepreneurship, and life-coaching.

The Type of Business and Offering

We will establish ourselves using the following model:

  1. Create and distribute content → build traffic
  2. Create community and offer mentoring/training

We will create three types of content: music, blog and user-generated content.

We will deliver the primary content, music, in the same manner blogging content is distributed: by posting it in a blog format on a regular basis, and allowing free access to download it, while selling higher-quality versions or physical packages (CDs) at the same time. My music will be organized into different stylistic pools so that they can be branded, packaged and promoted to appropriate niches. But they will all be downloadable from a single web site. I plan to release 40 songs a year.

Here are the types of music I plan to offer:

  • Progressive modern rock (Alice in Chains, Porcupine Tree, Dream Theater)
  • Gentler, uplifting rock (Jars of Clay, Death Cab for Cutie, Toad the Wet Sprocket)
  • Folk, blues and roots rock (Emmylou Harris, Mark Knopfler, Rory Gallagher)
  • Family music (collaboration with my wife, Terri. Disney/musical and oldies)
  • Film, instrumental and classical music
  • Loop-based improvisations captured both as video and audio

Blogs are the vehicle for distributing our written content. Blog is an ideal format for effective online promotion, building of the personal brand.

  • Ari Koinuma blog: this is the master blog, where all my blog entries are aggregated. Fans who wish to explore my entire universe can start here. Target: core fans (long tail)
  • mp3 blog (akmusic.com): This is where I will release music, and offer information on behind-the-scene information on the songs. (target: listeners | monetization: sales of my products)
  • Music reviews: (SmartMusicReview.com) The purpose of this blog is to be a search-engine magnet, attracting fans of compatible musicians. I will review music by other artists I like, and invite other indie musicians to submit their music for possible review. (target: listeners | monetization: Amazon CD sales)
  • Songwriting/Producing sites (UniqueSongwriter.com): Tips and lessons on songwriting and arranging (target: musicians| monetization: mentor/training programs)
  • Business/entrepreneur blog (akBusinessJournal.com): Tips and stories from my journey as an entrepreneur/business man. Promotion, blogging tips, management, etc. (target: entrepreneurs, bloggers | monetization: affiliate with 37 signals, Site Build It, and also mentor/teaching program)
  • Self Improvement blog (ourbestversion.com): online life-coaching, such as finding and pursuing your passion and how to live a holistic life. (target: self-help enthusiasts, bloggers | monetization: life coaching community, affiliate sales of related books)
  • Music promotion blog (musicPromotion365.com): Tips for promoting music. (target: musicians | monetization: music career/business mentorship)

User-generated Content come primarily in the form of comments to the blog entries and online forum discussion, and in the future will expand to user remixes of my music and user-created music videos.

All the web sites above will link to one big online forum or 3 separate forums (music, business, and self-improvement). The forums will be instrumental in creating passive income, by self-producing traffic.

These web sites will all feature same basic look and design, with colors, logos and images varied appropriately for each niche.

Mentoring and Teaching will be added to the 3 key niches:

  • For musicians: songwriting and music entrepreneurship. The songwriting mentoring focuses on helping songwriters write songs they themselves can believe in. The music entrepreneurship mentoring will focus on making music a viable, sustainable business.
  • For entrepreneurs: online entrepreneurship. Using blogs and forums for effective promotion and community-building.
  • For self-help seekers: life coaching. Discovering and pursuing their passion, healing their inner wounds and unlearning limiting beliefs.

They will feature interactive teaching environments and an exclusive online community of past and present mentorship program participants. We will offer the powerful combination of mentoring and community, where not only the participants interact with the mentors, but with each other.

The music and business mentoring programs will feature two tiers: training that is open to everyone interested while mentoring (my personal tutoring) will be offered to participants who successfully go through application/filtering to meet minimum requirements for talent, focus and maturity.

The key to success is for me to focus on producing content (music and blog entries) and delegate other tasks (web design and coding, promotion, forum moderation) to others in the team.

As the business grows, we will hire other writers to keep supplying fresh content to various blogs. The mentoring programs will also be run in partnerships with collaborators/employees.

Income Generation

My incomes are generated by:

  • Advertising.
  • Donation. StevePavlina.com is a great example that when people appreciate what they are given freely, some will pay back, even if the site doesn’t appear to be in need of donation.
  • Affiliation sales. Amazon.com, 37 signals, etc.
  • CDs and high-res mp3s.
  • Film/TV Music Licensing and Royalty. Once we have a pool of material, we’ll join Taxi (music A&R firm) and submit music for TV/Film placements.
  • Merchandising. T-shirts, mugs, etc.
  • Membership/Subscription. People can pay monthly subscription fee to obtain higher-grade music files, merchandise, ad-free user experience, and exclusive user community.
  • Live gigs. Once I build a fan base and ensure profitability of gigs, I do plan to perform. In addition to ticket sales, you can make additional income by CD and merchandise sales.
  • Mentoring/Training programs.

Income Potential: Analysis of Success Cases

The initial objective is to build traffic to my sites. Here I’m going to analyze success cases to gauge my profitability.

Steve Pavlina is a very successful personal development blogger. he started his blog business on Oct. 1, 2004. In Oct. 2005, he earned $1500 that month from Google AdSense advertising. At the 2-year mark, his monthly income was $12000. He wrote about 250 articles a year. When he had about 700k visitors per month, his advertising revenue reached $4500 that month.

Jonathan Coulton is a NY-based singer/songwriter. He offered “Thing a Week,” where he wrote and recorded one new song per week and offered it as free mp3 download. He started in fall of 2005, and did it for a year. (approx. 50 songs) He made a full-time’s worth of income (in Brooklyn, NYC) in his second year. In 2007 he made more than he did as a computer programmer.

Tom Hess started teaching online correspondence lessons in 2005. Now he offers multiple teaching/mentoring programs. By 2008, he has employees and mentors teachers to start and run 6-figure (annual) income. His most expensive private teaching program cost $10k-$12k annually and it’s full and has a waiting list. I learned about online mentoring techniques from him, though participating in his music career mentorship program.

Darren Rowse is a professional blogger. He has several blogs, including problogger.net, a site dedicated to teaching other bloggers how to blog as a business. He started his first blog in November 2002 as a hobby. In September of 2005, he started earning over $100k/yr from his blogs. He offers a training program for professional bloggers.

Promotional Strategy

There is a lot that can be done online with little to no cost. This is a high-level view of the type of activities that are proven to yield high-traffic web sites.

  • Making a presence in all major Social Networking Sites. I have a good start on MySpace. Spread it to Twitter, FaceBook, Gather and others.
  • Building e-mail lists through my blogs.
  • Use social bookmarking sites such as Digg, StumbleUpon, to promote the blogs.
  • Building personal relationships with my customers.
  • Making free mp3s available at as many mp3 sites as possible. These include Last.fm, mp3.com, mp3tunes.com, amiestreet.com, etc.
  • Building a community on my site. Once we have sufficient traffic, I will start online forums and incorporate personalization of our sites. Benefits: long-tail marketing, user-generated contents (page views, SEO).
  • Creating marketable blog content.
  • Video. There will be two types: improvised music on camera, and video log. (video blog)
  • A business card and business card CDs.
  • Press releases.
  • Merchandise with our branding
  • Releasing articles to online content distribution sites (articlecity.com, goarticles.com, squidoo.com)
  • Guest posting on other established blog.

Key Allies

I have people around me who can help me achieve my goal.

  • Marc Gunn. Marc is a Celtic musician and a very successful online music promoter. He regularly writes about online music promotion and works to Bob Baker, an independent music promotion expert.
  • Tom Hess. Tom is a musician, teacher and mentor who has a phenomenal success with his business. Originally a heavy metal guitarist, now he uses his web business to teach guitar amd mentor other teachers and professional musicians. Upon reading my application to his selective Music Career Mentoring Program, he immediately accepted me saying that I possess all 5 critical elements he looks for in judging his applicants. I am currently taking his mentorship program, through which I will receive his personal tutorage and get to network with other like-minded musicians.
  • Lorie Marsh. Lorie is a successful entrepreneur, consultant and film business professional. She has experience launching a thriving software company and consulting on film-related business plans. I meet with her regularly to discuss my career challenges.
  • Rob Grady. Rob is a former colleague in Austin and is an expert on online business.
  • William Mitchell College of Law. I have a family member who is a long-term employee there. I’m certain that I can find a great legal council through that connection.

I am going to form a board of advisers, a group made up of successful musicians, bloggers, entrepreneurs, legal, financial, and marketing experts, that meet (teleconference) on quarterly basis to discuss my business strategies.

Cost Estimate

I need the start-up cost, the operating cost for the 1st year, and living expenses for the first 2 years.

Here are the known material costs:

  • Legal: To set up an LLC is $160. DBA, $25 each. Budget: $300
  • Office/studio rental and utilities: $4,000
  • Office internet connection: $840
  • Audio treatment of the office/studio: $2000
  • Software and hardware tools. Budget: $3000
  • Office supplies: desk, file cabinets, etc. Budget: $1000
  • Hosting: $60
  • E-mail list: Aweber, $240
  • Mentoring: I am admitted to Tom Hess’ 2-year Music Career Mentoring Program.  $1200
  • Reserve for unforeseen expenses: $10000
  • Mastering: 3 CDs: $2000

Personnel: here is a team I will assemble:

  • Legal: I will need to consult with a lawyer on terms of use, privacy policy and other issues: $1500
  • Accounting: Budget: $1000
  • Intern or personal assistant: to help me with promotion. Budget: $5000
  • Coac: I’m going to use a business coach to get started: $2000
  • Graphic/web design: Budget: $1500
  • Web development: Budget: $2000
  • Photography and art. My portraits and image/photos for my web design and merchandise. $1000

Cost of Living: $50,000/year

I plan to be self-sustaining by the end of the 2nd year.

Total: $138,700

Investor Information

I hope to find investor(s) to help me launch this vision.

My plan is to borrow money to cover the start-up cost and living expenses of the launch, and I fully intend on buying back my own business later.

Here is the scenario that is ideal for me, though obviously I will be very flexible to work out a mutually beneficial agreement.

The ideal investor is either a music or online entrepreneur with experience successfully launching a music and/or online business. (S)He is a good judge of character and enjoys mentoring me in the launch process, while still fully allowing me to pursue my own vision.

Such a person will be rewarded by these benefits:

  • Handsome return on an investment — I will grow much faster than any market will do.
  • The satisfaction of building a new music business model, and a mentoring/coaching program that will help hundreds of other musicians, entrepreneurs, and growth-conscious people.
  • An opportunity to tutor and collaborate with an exceptionally bright pupil.

Financially, I would like the start-up cost up front. The living expense for the first year can be either given up front or paid to me on a monthly basis. After the first year, we can re-evaluate to see what financial assistance is needed for the second year.

I am committed to be self-sustaining by the beginning of the third year, and that is when I plan to start paying you back. We can agree on what the buy-back amount needs to be — whether calculated in APR or at a percentage set at the beginning, the principal + the value of my business, or whatever. Starting with the third year, I plan to buy back my business within 7-8 years at the very longest, hopefully closer to 5 years.

Projected Growth Curve

I expect my income growth to be exponential. There is very little hard data so it’s hard to guess accurately, but Steve Pavlina did publish his growth curve for the first two years so I am going to make my assumptions based on it.

My first year in business will probably yield very little income, probably between $1500-3000 for the whole year, most of it happening in the last month or two. Once my income reaches $1000 per month, going from there to $4000/mo will probably take about 6 months.

Once I reach this level of success, it will be much easier to promote myself as a success — and people tend to flock to successes. At this point I expect my income to grow very rapidly, at the very least reaching $6000-8000 per month by the end of the second year, totaling between $45000-55000 for the second year.

One thing to note is that Steve’s growth curve is based on ad revenue.  He and I both have other revenue sources — my business offers CDs of my music and mentoring programs just to name a couple, so these revenues may build sooner than advertising based on traffic growth.  So there is a good chance that I will be able to grow my business faster.

Either way, it should not be a problem to reach six-figure annual income, starting the fourth year. The crucial point is how long it takes for me to build $1000 monthly income. Once I reach there, from there my growth should be much easier to maintain.

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More information:

Do you like this plan? Please help me out by posting an encouraging comment below.

In addition to sending me your positive energy, your comments will serve as a proof that a lot of people are behind me and believe in me. This will be extremely important as I seek investors, business coaches and collaborators.

Thank you!

Permalink | September 22nd, 2008

54 Responses to “My Business Plan”

  1. My Intention | AriKoinuma.com Says:
    September 23rd, 2008 at 4:05 pm

    [...] My Business Plan [...]

  2. Jennifer Says:
    September 23rd, 2008 at 8:21 pm

    Now that is a very detailed and extensive business plan! And an awesome one!! How exciting! You have put so much thought into this. You know what they say - Those who write down their goals in very detailed form are the ones who achieve them.

    This reminds me of one of my favorite quotes. I don’t remember the author, but here it is: “The next time you are trying to think outside the box, just remember there is no box.” This plan is a great example of someone who knows there is no box.

    I’ll have to say you had my head spinning with ideas for my business and got me thinking about some possible ways we could work together.

    I’ll leave you with this quote:

    “Whatever the mind of man can conceive and believe it can achieve.” - Napoleon Hill

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:07 pm

    Hi Jennifer,

    Thanks for being the first to affirm my vision! Yes, I want to be careful not to be too bound to a “plan” but I feel that this is a very achievable, executable plan.

    And I was definitely hoping that my sharing my vision will have a positive impact on other people’s lives. So thanks also for confirming that. ;-)
    ari

    [Reply]

  3. Avani-Mehta Says:
    September 24th, 2008 at 11:07 pm

    I haven’t seen such detailed planning since a long time. Like your posts, your planning is also thorough and deep. Reading your plan has inspired me to think in a lot of arenas I haven’t focussed before. All the best Ari.

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:11 pm

    Avani,

    Thanks! I’m glad you think it’s detailed — as I wasn’t sure if it’s detailed enough. Others have pointed out some pieces I missed, though, so I’m going to go work on those areas.

    That said, as I said to others, plan is just a plan — something to help me start moving forward. It continues to change and evolve. If you’re curious, come back to this page in a month or two to see how it’s changing. I plan to keep this updated.

    ari

    [Reply]

  4. Writer Dad Says:
    September 24th, 2008 at 11:55 pm

    Fantastic, Ari. You have a well articulated vision, with drive behind. Nothing should stop you.

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:12 pm

    Hi Sean,

    Thanks! I hope it gave you some ideas or inspirations.

    ari

    [Reply]

  5. Maya Says:
    September 25th, 2008 at 1:51 am

    Ari,

    Your vision for OBV is wonderful. And very realistic. And very thought out.

    I wish you all the very best and I look forward to learning from you!

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:13 pm

    Hi Maya,

    I’m glad you think it’s realistic! I certainly hope to make it real. ;-)
    ari

    [Reply]

  6. Brian Says:
    September 25th, 2008 at 6:06 am

    Ari,

    I think this plan is great. You hit on three areas that I personally love. I not only blog about improving myself, but my 15 year old son is a guitar player and starting his first band. He writes and records songs and riffs on his computer and your site will be a great place for him to find guidance.

    I must quote a comment that you left on my blog…”Just stopped by to wish you the best as you venture deeper into blogging by going to your own domain. It’s a big step!”

    Guess what, you are about to take a much, much bigger step. It sounds like you have a great idea, run with it! If there is ever anything that I can do to help your endeavor feel free to ask.

    Brian

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:15 pm

    Hi Brian,

    Thanks! Yes, I do remember leaving that comment. ;-)

    Well, I still have a lot to do before I can start coaching/mentoring, but I hope to get there soon. Keep in touch, and I’ll surely keep you posted on my progress.

    ari

    [Reply]

  7. Tom Volkar / Delightful Work Says:
    September 25th, 2008 at 9:31 am

    Ari the depth and detail of your plan is exceptional. It’s inspiring to read as an example of what can be accomplished when one is aligned within and determined to succeed. It will be an honor to witness your certain growth.

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:16 pm

    Hi Tom,

    Thanks! I just love how you say these things — I can feel the weight of your experience. It’s very affirming. I appreciate it.

    ari

    [Reply]

  8. Our Best Version | My Vision for Our Best Version Says:
    September 25th, 2008 at 9:48 am

    [...] You can read either or both the summary and the detailed versions. [...]

  9. Jenny Mannion Says:
    September 25th, 2008 at 10:14 am

    Wow Ari! I need to write a business plan and now I know who to model! Very detailed and well thought out. It is very inspiring and putting it down is the first important step into making it a reality. I wish you all the best and am here to help however you need.
    Jenny

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:22 pm

    Hi Jenny,

    Thank you! I plan to keep this updated, as I’m sure it will change and evolve. So come back in the future to see my progress.

    I’ve tried to write business plans before, but I could never put one together that “stuck.” Meaning, as soon as I finish writing a plan, things would drastically change and it would stop being relevant. I think it was because I didn’t dig deep enough to really figure out what it is that I wanted. You have to figure out who you are (identify) and what you value (values) — and out of which comes how you live (your mission statement) — and out of which comes your vision/life plan. I hope to write more on this process in the future on OBV. I’ve been mulling over this for like 6 months, but I don’t think I’m exaggerating if I said it took me 13 years — all of my adult life — to get to a point where I can put a career vision on paper.

    But in the mean time, I highly recommend that you go check out Tom Volkar’s site, DelightfulWork.com. That site is all about this stuff. Tom’s really great — I didn’t know about him while I was developing this plan, and it may change now that I do know him!

    ari

    [Reply]

  10. Lyman Reed Says:
    September 25th, 2008 at 12:06 pm

    Outstanding, Ari! That’s what I call a vision!

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:23 pm

    Hi Lyman!

    Thanks! I hope you stop by some time at ourbestversion.com. ;-)
    ari

    [Reply]

  11. Akemi "spiritual entrepreneur" @ Yes to Me Says:
    September 25th, 2008 at 6:33 pm

    Koinuma-san,

    I feel your energy as I read this plan. Great work!
    I’m a total outsider to the music industry, but I like the idea of targeted mentoring. As you are a musician yourself, you are not just doing general coaching — you are mentoring. Many aspiring musicians would be interested in that.

    If I may ask for some more, I wish to see numbers in the expected incomes within specific time frame. Your investors would appreciate it. Also, your investors might like to learn which part of the costs you are seeking to be assisted with.

    Many blessings,

    Akemi Gaines

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:25 pm

    Akemi-san,

    Thanks for the comment, and suggestions. I had some of that information researched, but I didn’t include it because I was wondering about the whole investor direction, whether it’s the right way for me to raise my start-up capital. But I really think it is, at least, the first thing to try. So I’m going to put it back in.

    Thanks again.

    ari

    [Reply]

  12. SpaceAgeSage -- Lori Says:
    September 25th, 2008 at 9:50 pm

    Bold vision; bold move; bold music.
    Best wishes!

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:26 pm

    Hi Lori,

    Thanks! I’m glad you used the word “bold.” It was very scary, I tell you. ;-) So it’s nice to be called “bold.”

    ari

    [Reply]

  13. Robert A. Henru Says:
    September 25th, 2008 at 10:17 pm

    Outstanding! That’s one word in my mind as I read your business plan. Music, entrepreneurship, and mentoring. I like how all of them come into one big picture. Using all what you’ve got into one.

    One idea, consider to combine your music stuffs into one site, something like amazon, make it a portal of music information. Review, songwriting tips, news, etc.

    Ari, another great thing is the detailed cost you’ve got. Together with all the great people you have contacted. Seems that you have prepared your best to face all the challenges.

    Thanks for sharing it to all of us.
    Supporting you,
    Robert @ reason4smile.com

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:30 pm

    Hey Robert,

    Thank you.

    Hmmm, the music stuff on all one site is something I hadn’t considered. I was thinking of creating a bunch of niche sites — I have seedlings for a music review blog and a songwriting article/mentor site — but what you’re saying makes sense, too.

    Maybe the direction is to go somewhere in the middle and have two music centers, one site for music fans and other for musicians. I’m thinking combining beyond those may be too much, as those are overlapping yet different target demographics. Namely, musicians are music fans but music fans are not necessarily, and making the site overly musician-targeted will turn music fans off.

    But you do have a point about combining, though — it will allow for more seamless flow from one offering to another. But that’ll have to be more than blog sites — I’ll have to employ more robust CMS, I bet.

    You got my wheels a-spinnin’! ;-) Thank you Robert. Keep in touch!

    ari

    [Reply]

    Robert A. Henru Reply:
    September 28th, 2008 at 8:30 pm

    Hi Ari,
    I know some advertiser collaboration site such as ReviewMe is having sections for both advertiser and blogger. They consider it as producer and consumer.

    Maybe you can put your site in similar idea, resource for music producer and music consumer. Even better when you connect the producers involved in your site to your consumer section.

    Robert

    [Reply]

    Ari Koinuma Reply:
    September 30th, 2008 at 8:52 am

    Hi Robert,

    Thanks for elaborating on your idea. I’m going to explore this. I have to weigh several factors — having one central place for all my music-related content makes for more seamless integration of related content (exposing users to everything I do), but on admin side, it may be harder to keep it organized and promote. I’ve used a full-fledged CMS like Drupal before — as of now I’m just so used to WordPress that I use it for everything, including more CMS-y stuff.

    That said, my intention is to fire myself as my web developer, so I really ought to stop thinking about what I can or cannot do.

    Lots of things to think about…. thanks for your ideas.

    ari

  14. Tammy Warren Says:
    September 26th, 2008 at 1:05 pm

    Wow, you did take a day off to think. You know, if you can wish….you can do it. I normally don’t link on a comment section but I have to tell you that you need to read what my “simple child” had to say about dreams and wishes. Ihttp://tammywarren.typepad.com/adaytoshare/2008/08/post-5.html

    I say to you “Go for it. This is your time. Make it happen!”

    I will be here on the side watching a dream come true.

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:33 pm

    Hi Tammy,

    Actually, the day off I took the other day was not to put this together, but to test it, by spending a day as if this plan is already in motion. And I had a blast — so it was a confirmation that this plan is congruent with the kind of life style that suits me.

    I’ve been mulling over this plan for about 6 months. And it took me 13 years to get to a point where I can write a proper business plan. It’s taken a long time, but it’s definitely not too late. ;-)

    ari

    [Reply]

  15. Bamboo Forest Says:
    September 26th, 2008 at 3:10 pm

    Very interesting, Ari. I wish you great success in this business venture.

    Your blog is certainly well written and filled with unique insight. I look forward to seeing how this all unfolds.

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:33 pm

    Hi Bamboo,

    Thanks, as always, for being my cheerleader. I appreciate it.

    ari

    [Reply]

  16. Kim Woodbridge Says:
    September 26th, 2008 at 7:24 pm

    Outstanding Ari! I believe that you will accomplish your goal. And I really like the way you have thought through your interests and combined them into one solid and unique business idea.

    Please don’t hesitate to contact me regarding promotion via social media.

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:35 pm

    Hi Kim,

    Thanks! Yes, I am proud of the fact that it incorporates all of the important things I care about. It took me a while to figure out how to do that. It’ll still change, no doubt, but the core is already in there. I want to make music that I want to make, and I want to coach people. As long as I am doing that, I know I’ll be happy.

    ari

    [Reply]

  17. Barbara Swafford Says:
    September 28th, 2008 at 3:08 am

    Hi Ari - What a well thought out, highly analyzed plan for your future. You’ll undoubtedly do well. I wish you all of life’s best as you journey through blogosphere and “musicland”.

    You know where to find me if you ever need blogging advice. You go, Ari. I’m cheering for you. :)

    [Reply]

    Ari Koinuma Reply:
    September 28th, 2008 at 1:36 pm

    Hi Barbara,

    Thanks! I am very glad to know you — as I’m sure there will be questions for you. ;-)

    ari

    [Reply]

  18. Seamus Anthony Says:
    September 29th, 2008 at 1:09 am

    Sounds awesome Ari - all the best!

    [Reply]

    Ari Koinuma Reply:
    September 30th, 2008 at 8:52 am

    Hey Seamus,

    Thanks! And the same to you!

    ari

    [Reply]

  19. Ken Marsh Says:
    September 29th, 2008 at 1:08 pm

    Hi Ari,
    Business plans are all “Greek to me” but having known you for many years now I’m impressed with your passion and drive to progress on personal and professional levels. I have no doubt you will accomplish your goals and dreams!

    [Reply]

    Ari Koinuma Reply:
    September 30th, 2008 at 8:53 am

    Hi Ken,

    Thanks for your affirmation! I appreciate it.

    ari

    [Reply]

  20. Ben LIla Says:
    October 1st, 2008 at 5:20 pm

    hey Ari,

    I’m Ben, I’m in the MCMP with you. First of all, I see you on the forum more than anybody, I comend you for that. I’ve never been on a forum before, hell, I havn’t read for the past 4 years until now. So I havn’t really been as active on it as you. Its obvious that your dedicated, I don’t think I could read and write as much on the forum as you if I was already sucessfull and had all the time and money I need and was bored so I wanted to be musician! hahaha. So, I think you got it man, if you want it, you can do it.
    I have a piece of advise for you, in your summary under, “How and when your gonna do it”. You wrote about how you have to devote full time in order to make it happen, without jepordizing your security. I thought right away of Tom’s Plan A and plan B lecture. That and one of the comments he left you where he said to make it a professinal musician first. So, maybe, you could do that to where you can quit your day job. maybe at that point, it will be easier to find more time for your mentoring program. and you have your back up plan, which is going to make you more creditable. And, judging from bystanderds view, when musicians make it, they make a lot of frickin money! no? so you could even work as a musician part time, and be a mentor. Or go on tour, or teach or how ever you’ll pay the bills for 3 months and have a 9 month program until you can support you and your family with just the mentoring program. hopefully it will just take off for you and it will pay the bills right away! Its seems like Tom is paving the way in a buisness that could really take off, that being the case, you could really do well. If its not the case, I still believe you can make it and do well. I don’t know a lick about buisness though so… I might be rambling some novis idea that you’ve already heard. but hopefully you find some good advise here.

    YOU CAN DO IT! YOU CAN DO IT! YOU CAN DO IT!
    good luck bro
    -Ben

    [Reply]

    Ari Koinuma Reply:
    October 2nd, 2008 at 8:53 am

    Hi Ben,

    Thanks for the encouragement, and a lot of your thoughts!

    I do intend to pursue my music primarily. But the problem is that I can’t really do anything about it with a day job. I have a day job and a family — which leaves little time for other things. I do blog by utilizing what little time is left. It’s really not enough time to make any significant music.

    My mentoring program is something for the future. At least the ones where I’ll be the coach/guide. I am toying around the idea of hiring someone else just be an organizer of a program, however. That way I can start helping others without having to wait for my success! ;-)

    But really, all this planning has one simple goal. I just want to create time to make music. This plan is to simply show that I have what it takes to be successful. I may ignore it completely and do it in a different way once I get started. I won’t shed tears if I never get to blog or mentor, as long as my most important goal is achieved.

    And yes, I know I can. Thanks for affirming me.

    ari

    [Reply]

  21. Laurie Says:
    October 2nd, 2008 at 3:27 pm

    Ari,
    Wonderful business plan! It sounds like a great idea and knowing your determination and expertise, you’ll make it into a fantastically successful venture. You are extremely talented and creative. You are ambitious and perseverant. I wish you well with this business. I know you will make it work!

    [Reply]

    Ari Koinuma Reply:
    October 7th, 2008 at 9:51 am

    Hi Laurie,

    Thanks for your affirmation! I’ll let you know how it goes. ;-)
    ari

    [Reply]

  22. Lance Says:
    October 3rd, 2008 at 9:02 am

    This is a very detailed plan Ari - you have done very well planning out what you desire to accomplish! I think it’s awesome that you’ve taken this step, and not only created it, but shared it here for others to see. That’s a powerful addition to just creating the plan. Best of luck to you in these exciting time that lie ahead!

    [Reply]

    Ari Koinuma Reply:
    October 7th, 2008 at 9:52 am

    Hi Lance,

    Thanks for your affirmation! Yes, I really felt that the more people know about my intentions, the better. It’s a bit scary, but….

    I’ll keep you posted on how it’s going. Thanks again.

    ari

    [Reply]

  23. Our Best Version | Review: Tom Volkar’s Authentic Business Discovery Course Says:
    October 10th, 2008 at 8:08 pm

    [...] the bat, the timing of this offering was such a cool synchronicity, as I was just about to publish my business plan when Tom invited to me to take this course. It is designed for those who want to explore what is [...]

  24. Dereck Coatney Says:
    October 12th, 2008 at 1:43 pm

    When I first heard about your plan, I was blown away. Then to top that off, you’ve made a comprehensive business plan that details every facet of how this plan will go into action so that it will be a success.

    I’m completely impressed and wish you endless luck in this adventure. Now I know more fully what all the little allusions you’ve been making were about.

    I think this venture stands out for many reasons. 1) Your plan not only identifies everything you will be doing, but also includes how you get there, financially and otherwise. 2) It combines various avenues into a single online source, i.e., music and the passion that can follow from it all the way to blogging and personal development. 3) Because of all of this, it will be a leading, single source for growth, inspiration, motivation and many other great human activities.

    I’m completely proud of you Ari, and would like to help you in any way that I am able to.

    [Reply]

    Ari Koinuma Reply:
    October 13th, 2008 at 11:35 am

    Hi Dereck,

    Thanks for your affirmations! Yes, this is one of the reasons why I related to your challenges very much.

    I am particularly glad you observed #3. It took me a while to connect the dots myself, as I always felt that making music was the #1 activity for me, yet I also longed to have more direct impact on people’s lives. I do realize that I’m spreading myself wide with this vision (some may say this will get in the way of my success) but I really wanted to create a vision that fully encompassed all that I have to offer. Of course, some portions of them may not make business sense and fall off the plate. I’m open to that. But really, at the very core, I want to spend my life doing the most joyful activity, and then turning around and use my success as a basis to help others live the same way, whatever their muses are.

    Keep in touch, hopefully you’ll witness my growth.

    ari

    [Reply]

  25. Lorie Says:
    October 12th, 2008 at 10:20 pm

    Finally had enough brain cells operating at capacity to really digest this version of your plan. First off, good for you for putting it “out there!”

    I haven’t read the other comments, b/c I wanted to keep my responses un-influenced by them. A couple things made me pause: offering a therapist via an online forum/group feels to me like it’s reaching too far. Mentoring and coaching, I totally see you do(ing) and do(ing) well. Offering therapy to folks (via a licensed professional), that’s taking on a LOT of responsibility, invites liability issues (I’d imagine), and pulls you off course a bit from your Big Picture vision, IMO.

    When you address a prospective investor’s Return On Investment, you’re not specific enough. It’s good that you outline a rough time line, but I think you need to be specific about the amount you’re seeking (not just your estimate(s) of expenses), what kind of structure/private placement you’re prepared to offer, minimum investment amount(s) (price per share/minimum share purchases), how many investors are your maximum, and spell out a specific projected return in percentage of investment(s) made. Will you offer a minimum return of say, 10%, after five years…? You get the idea. All these details will be detailed in a Private Placement Memorandum (the fun legalese stuff of investing), so you don’t have to necessarily add them all here on your blog, but you should indicate a specific sum, what kind of shares, how many investors/shares you’re offering, and a (fully caveated) projected minimum ROI.

    I don’t think you currently have enough money budgeted for lawyer(s).

    Having said all that, I know you’d love (and deserve) an Angel Investor, but I don’t think you’re going to need one. You’ve got the skills, the vision, the plan to earn income from your talents and aspirations. So, just do the work, attract the paying clients. You can do it. You have done it. Keep doing it more. Getting paid for what you’re offering is the best validation of the viability of your business model(s) and plan(s). AND, as you make it work, build things up, you won’t be in debt to an outside investor in 7-10 years (at best - they could likely want some sort of milestone at 5 years or less)…

    Always, I have faith in you, plus great belief in and admiration of your many talents. I’m so happy our paths have crossed as they have!

    [Reply]

    Ari Koinuma Reply:
    October 13th, 2008 at 12:11 pm

    Hey Lorie,

    Thanks for your input. You raise many good points, and I’ll be amending my plan.

    About the investor section, I did leave some of the details vague mainly because I thought I could determine that with my investor(s)? I suppose it may be better to spell out my terms, so that people can look at it and react against it. I’ll think more about this.

    And yes, you’re right, I don’t have enough budgeted for a lawyer. And an accountant? How much does yours cost?

    I appreciate your confidence that I am not dependent on an investor. And I agree — even if I don’t find financing, I’m sure I can find a way to get started.

    But after you mentioned that last time, I did ponder that possibility — and I consciously decided to still incorporate the investor possibilities. It is a big burden to take on that much debt, but I simply believe that this scenario, if it happens to be realized, has a greater chance for my success. I am not averse to hard work at all, as you know, but boostrapping is, as it has been, immensely stressful for both me and my family. Since the core of my offering is my music, and I know that stress isn’t the greatest contributor in making great music, I simply wanted to ask for the ideal scenario first. If my request is denied, then of course I’ll resort to less ideal scenarios. And who knows — I’ll probably be glad that an investor didn’t show up, as I’ll probably discover a better way to go!

    But as of now I just can’t imagine being able to grow this business without getting help. I can’t make music without kicking my day job or kicking my family out for a substantial time. I can’t develop new offerings either, as I am already working at above-capacity. Something’s gotta give in my life soon, and I know which one I want to give up. And an investor can help me do that. But I’m sure an investor is not the only way.

    So I am open. The problem to solve is clear, and while the solution is not yet here, I’ll be on the look out.

    And this much, I’m sure — if I do get started, then I’ll succeed with this plan. I have no doubt.

    ari

    [Reply]

  26. Our Best Version | Blog Action Day: Abundance Says:
    October 15th, 2008 at 10:57 pm

    [...] And they in turn spread the virus of realization. I know a few people felt inspired when I shared my business vision, and that was precisely my point. No, I’m not overstating the impact of humble little ideas. [...]

  27. Caroline Says:
    October 17th, 2008 at 9:09 pm

    Okay, after clicking Derek Sivers’ site and reading your comment in response to the grand pursuit challenge, I noticed you mentioned youth fantasy literature, and just wanted to mention what my ten-year-old son and I have been reading: Artemis Fowl series of books (which I thoroughly enjoy–he patiently rereads them with me during our read-together time but has them all finished already). All that said, I am sorry I haven’t yet read your business plan, but an interest in youth fiction right now is just up my allley. Best of luck with everything.

    Caroline

    [Reply]

    Ari Koinuma Reply:
    October 19th, 2008 at 9:01 pm

    Hi Caroline!

    Thanks for visiting! Did you go to aries9.com? That’s where my music is. I’ll e-mail you about good books I’ve been reading.

    ari

    [Reply]

  28. Caroline Says:
    October 17th, 2008 at 9:32 pm

    I have learned that the things worth doing are worth doing in any case, family or no. I have a family, and I also play music, albeit not often, and I write, but mostly poems at the moment. What I mean to say is that I am glad you have put much thought into your business plan, but I wonder what part of it truly fills your heart with happiness. Maybe I am naive, but I love watching cranes on my way to work, a blue heron, the pale round face of a spent moon in the morning light. I can’t help it. My husband is old enough where I felt I needed to get the job with health insurance in case he somehow loses his job, and for the moment I am stimulated by my job, because I worked from home half-time or more or less, staying home with my younger one. What did I realize? That staying home is hard. There were benefits, and I was able to write a couple of books (which I don’t want to finish up yet), but in all I was humbled by the enormous task of keeping my hither-and-yon mind in the right grooves, pick up the house, and not start talking to myself (after talking to the computer for my work). My new job is closer to what I have in mind–it was my business plan. After years of teaching ESL conversation classes from home, I wanted to switch to teaching writing at the college level (as I have an M.F.A., also), and so I slowly took some steps, which somehow led to a few other, and still I feel the winds blowing me into directions that are more predictable (or the only ones I can imagine–good or bad) and others. I have to watch that I don’t just do what I have the ability to do, but do what I feel is close to my heart. That has been the most difficult part of it. I do teach writing now, even though it is writing college papers, and I still tutor, and it is still satisfying also. I just have a full-time job at a university now, and it does a better job of integrating interest with the skills I have built up. Do I want to do more music, yes…but I do participate in music by encouraging my children in that area, and trying to figure out how to both keep them learning, and not spoil their enjoyment of music. Anyways, that’s another story-but actually for me that is a central story.

    Your life probably mirrors some of these issues, just because you have the feeling of your family as something that holds you back in a way, but I hope you will also allow it to take you new places that your business plan doesn’t even yet have a place for. And sometimes you need to stick fast to the music that you have in your brain, regardless of family actiities and all that. That vein also needs to have blood flowing through it.

    It isn’t easy, but I hope you find a way to integrate all your loves. Much luck. Oh, and let me know of other youth fantasy you may have read, if you feel like it.

    Caroline

    [Reply]

    Ari Koinuma Reply:
    October 19th, 2008 at 9:07 pm

    Hi Caroline,

    Thanks for your personal story. Sounds like you’ve had a winding-road-like journey, too.

    This business plan was my latest concoction upon 12 years of trials and errors. And I do have to admit, there were times when I felt that my marriage or family were holding me back — yet I realized that they are not the one who’s doing the restraining, it was me. True, there are some things I wouldn’t do, but only because I know what I do affect them and I don’t want to affect them negatively. But I cannot let that be the excuse that keeps me from being me either.

    So in the end, yes, I am trying to reconcile what you’re talking about. But I do feel good about much of what’s in here. The cores are identified and hows and whens will just change and shift to fit into whatever works. The only problem I have left, is to how to get started. And I feel it’s a minor problem, very solvable. Not easy, but yet I’ve sold harder problems before.

    Keep in touch! I’ll keep you posted on my progress.

    ari

    [Reply]

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