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Swim Forward 		 2. Administration: How we do it. 
 
The Administration: start with four key people, each a specialist in an area:
Hardware Expert 
This person will lead the effort to provide trouble-free, reliable servers and other equipment. Maintenance is key to our success.		 Software Expert 
This person will lead the effort to provide the services our customers want. With the Hardware expert, this person would troubleshoot any software and OS malfunctions. 
Business and Legal Expert 
This person will focus on the business systems of our company. In addition, they will be familiar with legal issues that may arise as our company grows. 		 Marketing Expert 
This person will lead the effort to publicize and popularize our service to the Saint Louis community.
Advertising Plan 
Our customers are in two categories: consumers and businesses.  To inform the Saint Louis community about our services, we will employ a broad advertising campaign.
Television   
30-second spots on the local 5:00 and 10:00 news programs. 
 		 Radio   
30-second spots in the drive-time segments on most radio stations, especially KMOX. 
Newspaper   
Discuss our new business with the St. Louis Business Journal, and advertise in the business & everyday sections of the St. Louis Post-Dispatch.		 Kiosks   
Erect advertising kiosks in stores like Best Buy & CompUSA. Stores would get a commission on each membership resulting from these kiosks. 
Promotions - Introductory Campaign
Free Trial  
We will allow the customer to see first-hand the reliability of our service without risk on their part. A ten-hour free trial will accomplish this.		 Benefits for Existing Members  
Any existing member that refers a new client will receive a 10% discount on access service for six months.
Our Pricing Strategy  

Our strategy is to provide excellent service for customers at a reasonable price. We will charge our clients about the market average.  Our prices (for a normal dial-up account): 
$19.95/month - unlimited use 
$9.95/month - 15 hours + $2.25 per add. hour 
  
Worksheet of Cash Flows (Projected)
Initial Costs Deposit For Office Space $2,500
Cost to install T1 Line 1,000
2 Core Servers 
RAS Server 
Ethernet
Cisco Router 
2 PC's
CSU/DSU 
Modem Block 		 5,500
3,500
3,500
2,500
2,400
1,000
500
Office furniture 
Misc. Supplies		 2,500
1,000
Total  $25,900
Monthly Recurring Costs Cost to lease T1 line $1,500
Rent 800
Power  500
Phone lines for modems  650
Other bills 750
Total  $4,250
Monthly Revenues Fees from ~ 400 customers  $7,980
  
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