1.

Industry Overview
The total number of radio stations in the United States of America as of 2009 is 3,494 and the
number has grown beyond that in recent time. Statistics has it that American radio stations
generated a total revenue of 15.1 billion U.S. dollars in 2012 and out of the total revenue
generated within the said period, an estimate of 510 million U.S. dollars was generated via online
platforms. In 2009, there were 3,494 radio broadcasting stations in the United States.
It is on record that radio reaches over 68 percent of U.S. consumers aged 12 and older on an
average day and 236 million people listen to radio each week. Global radio advertising
expenditure is about $35.25bn and radio advertising expenditure in the United States of America
is about $15.6bn.
Close to one fifth of Americans are exposed to radio programming while shopping, which is why
radio stations will continue to attract adverts sponsorship from corporate organizations, religious
bodies and the government. It is perhaps one of the most potent medium to reach out to a larger
percentage of Americans. These are the percentage on where Americans listen to radio; Car –
42%, Home – 24% Work – 21% and others – 13%.
The majority of radio stations in the United States run their programs in English language. The
second language used by radio stations in the United States is Spanish; this is because Spanish is
the second most spoken language in the U.S.
Other national radio stations in the United States may decide to run their programmes in a
languages that can be easy for them to communicate to their audience. This is why you can listen
to radio stations that operates fully or partially in Russian, French, German, Italian, Portuguese,
Chinese, Korean et al.
The Federal Communications Commission (FCC) stated on their website that loads of people are
applying to start their own radio stations in the U.S. For instance, a few years ago, the
Commission received approximately 30,000 inquiries in a year from people who wanted to start
a radio broadcast station. Hence the demand for radio broadcast license and permit has grown
while the amount of available spectrum has declined.
If you looking towards sending in an application to the Federal Communications Commission
(FCC), know that the filing of an application does not guarantee a broadcast station construction
permit. As a matter of fact, in many areas of the country, no frequencies are available on which a
new radio station could begin operating without causing interference to existing radio stations.
So before setting up your facility, ensure that you first secure a radio construction permit from
the Federal Communication Commission (FCC) office close to you.
It is safer to say that the radio industry is saturated, but that does not stop more entrepreneurs
from venturing into the industry. The truth is that if not for the advent of the internet, there would
have been a sharp decline or stagnancy in the growth of radio stations in the United States of
America.
With the internet, it is now easier to set up a radio station unlike the stress involved when
applying for a radio frequency from the Federal Communication Commission – FCC. People are
encouraged to start their own radio station because of the wide reach of radio frequency, the less
stress involved in running a radio station and of course the in – flow of advertisement
sponsorship.

2. Executive Summary
The Parrot™ 98.8 Talk and News FM, Inc. is a U.S based talk and news radio station that will be
located in Los Angeles – California. We have been able to secure a well – positioned office
facility in a central business district in Inglewood. We are set to compete in the highly
competitive radio industry in the United States market.
The Parrot™ 98.8 Talk and News FM, Inc. will air live talk – shows and news events from all
across the United States and other parts of the world via our mobile app. Our business goal is to
become one of the leading Radio stations in the United States of America with high profile
clients scattered all around the globe.
Our workers are going to be selected from a pool of talented and highly creative On-Air
Personalities, Broadcasters and Media Experts in and around Los Angeles – California. We will
make sure that we take all our workforce through the required training that will position them to
meet the expectation of the company.
At The Parrot™ 98.8 Talk and News FM, Inc., our client’s and listeners’ best interest will
always come first, and everything we do will be guided by our values and professional ethics.
We will ensure that we hold ourselves accountable to the highest standards by meeting our
listeners’ needs precisely and completely.
The Parrot™ 98.8 Talk and News FM, Inc. is founded by Thomson Goldberg and his friend and
business partner Lesly Henderson. They both graduated from University of California, Beckley
with a BA in Mass Communications. Thomson Goldberg is a Certified Radio Operator (CRO)
and they have a combined experience that revolves around journalism, news broadcasting, and
business management.
3. Our Products and Services
The Parrot™ 98.8 Talk and News FM, Inc. was established with the aim of maximizing profits
in the Radio station industry. We want to compete favorably with leading radio stations in the
United States which is why we have but in place a competent team that will ensure that we meet
and even surpass our customers’ expectations.
Our products and services are listed below;
● Operating broadcasting studios and facilities
● Producing radio (talk and news) programming content
● Transmitting programming to affiliated broadcast stations
● Advertising services
● Creative services
● Public relations services for stakeholders
● Media planning, buying & representation
● Creating advertising campaigns
● Disseminating advertising campaigns through our radio station
● Other related advisory and consulting services
4. Our Mission and Vision Statement
● Our vision is to establish a standard radio station whose programs will not only be
listened to in Los Angeles – California but also throughout the United States of America,
and other parts of the world via our mobile app and online streaming.
● Our mission is to provide professional broadcasting services that will provide platforms
for businesses to promote their brands. We want to build a radio station that can
favorably compete with other leading brands in the industry.
Our Business Structure
The Parrot™ 98.8 Talk and News FM, Inc. is a world class radio station that intends starting
small in Los Angeles – California, but hopes to grow big in order to compete favorably with
leading talk show and news radio stations in the United States. We are aware of the importance
of building a solid business structure that can support the kind of business we want to own,
which is why we are committed to only hiring the best hands within our area of operation.
At The Parrot™ 98.8 Talk and News FM, Inc. we will ensure that we hire people that are
qualified, hardworking, and creative, result driven, customer centric and are ready to work to
help us build a prosperous business that will benefit all the stake holders.
As a matter of fact, profit-sharing arrangement will be made available to all our senior
management staff and it will be based on their performance for a period of five years or more as
agreed by the board of trustees of the company. In view of the above, The Parrot™ 98.8 Talk
and News FM, Inc. have decided to hire qualified and competent hands to occupy the following
positions;
● Chief Executive Officer
● Creative Director
● Human Resources and Admin Manager
● On-Air Personalities
● Sales and Marketing Executive
● Accountant
● Content Creator
● Client Service Executive

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:
● Increases management’s effectiveness by recruiting, selecting, orienting, training,
coaching, counseling, and disciplining managers; communicating values, strategies, and
objectives; assigning accountabilities; planning, monitoring, and appraising job results
● Responsible for providing direction for the business
● Creating, communicating, and implementing the organization’s vision, mission, and
overall direction – i.e. leading the development and implementation of the overall
organization’s strategy.
● Responsible for signing checks and documents on behalf of the company
● Evaluates the success of the organization
Creative Director:
● Serves as project manager of the organization; works directly with employees
● Responsible for designing programs, advertising concepts and winning business
proposals for the organization
● In charge of copy writing and laying out chronological advertisement plans
● Develops strategic plan by studying technological, and financial opportunities; presenting
assumptions; recommending objectives.
● Accomplishes subsidiary objectives by establishing plans, budgets, and results
measurements; allocating resources; reviewing progress; making mid-course corrections.
● Coordinates efforts by establishing procurement, production, marketing, field, and
technical services policies and practices
● Builds company image by collaborating with customers, government, community
organizations, and employees; enforcing ethical business practices.
● Maintains quality service by establishing and enforcing organization standards.
● Makes certain that operations and marketing department perform efficiently and facilitate
communications between management and employees
● Ensures that the organization work in line with international best practices.
Human Resources and Admin Manager
● Responsible for overseeing the smooth running of HR and administrative tasks for the
organization.
● Defining job positions for recruitment and managing interviewing process
● Carrying out induction for new team members
● Responsible for training, evaluation and assessment of employees
● Oversee the smooth running of daily office activities
Sales and Marketing Manager
● Manage external research and coordinate all the internal sources of information to retain
the organizations’ best customers and attract new ones
● Model demographic information and analyze the volumes of transactional data generated
by customers
● Identifies development opportunities; follows up on development leads and contacts
● Writing winning proposal documents, negotiate fees and rates in line with organizations’
policy
● Responsible for handling business research, market surveys and feasibility studies for
clients
● Responsible for supervising implementation, advocate for the customer’s needs, and
communicate with clients
● Create new markets cum businesses for the organization
● Empower and motivates the sales team to meet and surpass agreed targets
Accountant/Cashier:
● Responsible for preparing financial reports, budgets, and financial statements for the
organization
 ● Provides managements with financial analyses, development budgets, and accounting
reports; analyzes financial feasibility for the most complex proposed projects
● Responsible for financial forecasting and risks analysis.
● Performs cash management, general ledger accounting, and financial reporting
● Responsible for developing and managing financial systems and policies
● Responsible for administering payrolls
● Ensuring compliance with taxation legislation
● Handles all financial transactions for The Parrot™ 98.8 Talk and News FM, Inc.
● Serves as internal auditor for the organization.
On-Air Personalities
● Present talk and news program for the organization
● Work with the content creators in developing catchy talk show programs
● Interviews guests in the studio and on the field
Content Creator
● Responsible for creating contents for the organization as it relates to talk and news
program and advertising
● Responsible for creating buzz words that will help attract listeners
● Liaising and working effectively with other staff members to generate sales for the
organization
Client Service Executive
● Welcomes clients and potential clients by greeting them in person, online or on the
telephone; answering or directing inquiries.
● Ensures that contact with clients (e-mail, walk-In center, SMS or phone) provides the
client with a personalized customer service experience of the highest level
● Through interaction with clients on the phone, uses every opportunity to build client’s
interest in the company’s products and services
● Manages administrative duties assigned by the creative director in an effective and timely
manner
● Consistently stays abreast of any new information on promotional campaigns etc. to
ensure accurate and helpful information is supplied to clients when they make enquiries.

6. SWOT Analysis
The Parrot™ 98.8 Talk and News FM, Inc. engaged the services of a core professional in the
area of business consulting and structuring to assist our organization in building a well –
structured talk and news radio station that can favorably compete in the highly competitive radio
broadcasting industry in the United States.
We know that if we get things right before starting our radio station, we will not have to struggle
before attracting loyal clients cum viewer base to a level where we can easily breakeven. We
hired the services of Dr. Edwards Christopher, a HR and Business consultant with bias in
business structuring to help us conduct SWOT analysis for our company and he did a pretty good
job for us.
Here is a of the result we got from the SWOT analysis that was conducted on behalf of The
Parrot™ 98.8 Talk and News FM, Inc.;
● Strength:
The Parrot™ 98.8 Talk and News FM, Inc. was established to take the lead in the radio
broadcasting industry and we are coming into the industry with robust experience and facility
that will no doubt give us an edge over our competitors. We are also not ruling out the synergy
that exists in our carefully selected workforce, and our services will be measurable, result driven
and guided by best practices in the industry.
● Weakness:
As a new Radio station with bias in talk show and news broadcasting in Los Angeles –
California, it might take some time for our organization to break into the market and gain
acceptance especially from top profile clients in the already saturated and highly competitive
industry; that is perhaps our major weakness.
● Opportunities:
The opportunities available to radio stations are massive considering the number of listeners who
would want to advertise in our station. As a standard and world class talk and news radio station,
we are ready to take advantage of any opportunity that is available in the industry.
● Threat:
One of the major challenges that will confront our business is the trend in broadcasting
technology. Aside from Television and online streaming services that are pulling attention from
potential radio listeners, the internet has made it easier for any online radio station to operate
easily. With that, it might make it difficult for us to lock – down a larger percentage of listeners
within our target communities.

7. MARKET ANALYSIS
● Market Trends
If you are conversant with the radio stations industry, you will agree that in the bid to reach out
to a larger listener base, radio stations are now leveraging on internet broadcasting and mobile
apps. This goes to show that radio stations will continue to evolve due to the advancement of
computer technology and software applications designs.
With the advent of apps, a lot of computer processes have been made as easy as ‘ABC’. All you
need to do is to download the apps and follow all instructions given to be able to use it. You
don’t need to be a Geek before you can create your own internet radio station. Just go online and
search for internet radio packages and sign up for the one that suits your need and in less than 15
minutes your radio station would be up and running.
8. Our Target Market
Prior to starting our radio station, we created strategies that will enable us reach out to various
corporate organizations, non – profits, government agencies and individuals who we know can’t
afford to do without our services.
We have conducted our market research and survey and we will ensure that we meet and surpass
the expectations of our clients. Below is a list of the people and organizations that we will
specifically market our services to;
● Banks, Insurance Companies and other related Financial Institutions
● Blue Chips Companies
● Corporate Organizations
● Manufacturers and Distributors
● Real Estate Owners, Developers, and Contractors
● Research and Development Companies
● The Government (Public Sector)
● Schools (High Schools, Colleges and Universities)
● Hotels
● Celebrities, Politicians, Public Figures and Public Speakers
● Sport Organizations
● Religious Organizations
● Political Parties
● Branding and Advertising agencies
● Entrepreneurs and Startups
Our competitive advantage
Surviving in the business world as a talk and news radio station requires more than your
expertise but also how to network with key people that matters; decision makers that can decide
who will get an advertising contract or a business deal.
We are quite aware that to be highly competitive in the radio broadcasting industry means that
you are not only expected to deliver consistent and excellent programs cum services, but you
must be result driven and able to meet set targets.
Our competitive advantage lies in the power of our team; our workforce. We have a team of
creative, result driven and highly proficient radio broadcasting experts, a team with excellent
qualifications and experience in various niche areas in radio broadcasting. Aside from the
synergy that exists in our carefully selected workforce, our services will be measurable, result
driven and guided by best practices in the industry.
Lastly, all our employees will be well taken care of, and their welfare package will be among the
best within our category. It will enable them to be more than willing to build the business with us
and help deliver our set goals and achieve all our business aims and objectives.
9. SALES AND MARKETING STRATEGY
We are mindful of the fact that there is stiff competition in the radio industry, hence we have
been able to hire some of the best marketing experts to handle our sales and marketing.
Our sales and marketing team will be recruited based on their vast experience in the industry and
they will be trained on a regular basis so as to be well equipped to meet their targets and the
overall business goal of The Parrot™ 98.8 Talk and News FM, Inc.
Our corporate goal is to grow The Parrot™ 98.8 Talk and News FM, Inc. to become one of the
leading talk and news radio stations in the United States of America which is why we have
mapped out strategies that will help us take advantage of the available market and grow to
become a major force to reckon with in the United States of America.
The Parrot™ 98.8 Talk and News FM, Inc. is set to make use of the following marketing and
sales strategies to attract clients;
● Introduce our talk and news radio station by sending introductory letters alongside our
brochure to organizations, government agencies, non – profits, religious organizations
and key stake holders in and around Los Angeles – California.
● Promptness in bidding for advert contracts from the government and other organizations
● Advertise our business in relevant business magazines, newspapers, and other
publications.
● List our business on yellow pages ads (local directories)
● Attend relevant international and local expos, seminars, and business fairs et al
● Create different packages for different category of clients in order to work with their
budgets and still run their adverts or program in our station
● Leverage on the internet to promote our business
● Engage direct marketing approach
● Encourage word of mouth marketing from loyal and satisfied clients
Sources of Income
The Parrot™ 98.8 Talk and News FM, Inc. is established with the aim of maximizing profits in
the radio stations industry and we are going to ensure that we do all it takes to meet and surpass
the expectations of all our clients. The Parrot™ 98.8 Talk and News FM, Inc. will generate
income by offering the following services;
● Operating broadcasting studios and facilities
● Producing radio (talk and news) programming content
● Transmitting programming to affiliated broadcast stations
● Advertising services
● Creative services
● Public relations services for organizations
● Media planning, buying & representation
● Creating talk and news related advertising campaigns
● Disseminating advertising campaigns through our radio station
● Advisory and consulting services
10. Sales Forecast
One thing is certain, there would always be corporate organizations, government agencies, non –
profits and individuals who would need to advertise in radio stations to help them increase sales
or promote their brands and corporate image.
The Parrot™ 98.8 Talk and News FM, Inc. is well positioned to take on the available market in
the industry and we are quite optimistic that we will meet our set target of generating enough
income/profits from the first six months of operation and grow our radio station to enviable
heights.
We have critically examined the talk and news radio station marketing space, we have analyzed
our chances in the industry and we have been able to come up with the following sales forecast.
The sales projection is based on information gathered on the field and some assumptions that are
peculiar to similar startups in Los Angeles – California.
Below are the sales projections for The Parrot™ 98.8 Talk and News FM, Inc., it is based on the
location of our business and of course the wide range of programs we offer.
● First Fiscal Year (FY1): $300,000
● Second Fiscal Year (FY2): $750,000
● Third Fiscal Year (FY3): $1.5 Million
N.B: This projection was done based on what is obtainable in the industry and with the
assumption that there won’t be any major economic meltdown and there won’t be any major
competitor offering same services as we do within same location. Please note that the above
projection might be lower and at the same time it might be higher.
11. Publicity and Advertising Strategy
The Parrot™ 98.8 Talk and News FM, Inc work with her in – house brand and publicity
consultants to help map out publicity and advertising strategies that will help us walk our way
into the heart of our target market. We are set to become the number one choice for both
corporate and individual clients in the whole of the United States, which is why we have made
provisions for effective publicity and advertisement of our radio station.
Below are the platforms we intend to leverage on to promote and advertise The Parrot™ 98.8
Talk and News FM, Inc.;
● Place adverts on both print (newspapers and magazines) and electronic media platforms
● Sponsor relevant community based events / programs
● Leverage on the internet and social media platforms like; Instagram, Facebook, twitter,
YouTube, Google + et al to promote our radio station
● Install our Bill Boards in strategic locations all around Los Angeles – California
● Distribute our fliers and handbills in target areas
● List The Parrot™ 98.8 Talk and News FM, Inc. in local directories / yellow pages
● Advertise The Parrot™ 98.8 Talk and News FM, Inc. in our official website and employ
strategies that will help us pull traffic to the site.
● Ensure that all our staff members wear our branded shirts and all our vehicles are well
branded with our company logo et al.
12. Our Pricing Strategy
At The Parrot™ 98.8 Talk and News FM, Inc. we will keep the prices of our advertising services
below the average market rate by keeping our overhead low and by collecting payment in
advance from organizations who would hire our services.
In addition, we will offer special discounted rates to all our customers at regular intervals. We
are aware that there are some one – off live promotional contracts which are always lucrative, we
will ensure that we abide by the pricing model that is expected from contractors or organizations
that bid for such contracts.
 ● Payment Options
The payment policy adopted by The Parrot™ 98.8 Talk and News FM, Inc. is all inclusive
because we are quite aware that different customers prefer different payment options as it suits
them but at the same time, we will ensure that we abide by the financial rules and regulation of
the United States of America.
Here are the payment options that The Parrot™ 98.8 Talk and News FM, Inc. will make
available to her clients;
● Payment via bank transfer
● Payment with cash
● Payment via credit cards
● Payment via online bank transfer
● Payment via check
In view of the above, we have chosen banking platforms that will enable our clients make
payment for our services without any stress on their part. Our bank account numbers will be
made available on our website and promotional materials to clients who may want to deposit
cash or make online transfer for services rendered.

13. Startup Expenditure (Budget)

It is a known fact that in setting up any business, the amount or cost will depend on the approach
and scale you want to undertake. As for the cost analysis for starting a standard talk and news
radio station; it might differ in other countries due to the value of their money. However, this is
what it would cost us to setup The Parrot™ 98.8 Talk and News FM, Inc. in the United of
America;
● Business incorporation fees in the United States of America will cost – $750.
● The budget for Liability insurance, permits and license will cost – $3,500
● Leasing / renting an office space in a good location in Los Angeles – California that will
accommodate our employees and studios (Re – Construction of the facility inclusive) will
cost – $250,000.
● The cost for furnishing and equipping the office (broadcasting devices, headphones,
voice filters, computers, printers, projectors, markers, servers / internet facility, furniture,
telephones, filing cabinets, and electronics) will cost – $100,000
● The amount required to purchase software applications – $ 3,500
● Launching an official Website will cost – $500
● The amount needed to pay bills and staff members for at least 2 to 3 months – $120,000
● Additional Expenditure such as Business cards, Signage, Adverts and Promotions will
cost – $10,000
● Miscellaneous – $20,000
Going by the report from the market research and feasibility studies conducted, we will need
about five hundred and fifty thousand (550,000) U.S. dollars to successfully set up a small scale
but standard radio station in the United States of America.
Generating Funds/Startup Capital for The Parrot™ 98.8 Talk and News FM, Inc.
The Parrot™ 98.8 Talk and News FM, Inc. is a business that will be owned, financed and
managed by Thomson Goldberg and his friend and business partner Lesly Henderson. They are
the sole financiers of the business which is why they decided to restrict the sourcing of the
startup capital for the business to just three major sources.
These are the areas we intend generating our startup capital;
● Generate part of the startup capital from personal savings and sale of stocks
● Generate part of the startup capital from friends and other extended family members
● Generate a larger chunk of the startup capital from the bank (loan facility).
N.B: We have been able to generate about $150,000 (Personal savings $100,000 and soft loan
from family members $50,000) and we are at the final stage of obtaining a loan facility of
$400,000 from our bank. All the papers and documents have been duly signed and submitted, the
loan has been approved and any moment from now our account will be credited.
14. Sustainability and Expansion Strategy
It is an established fact that the future of a business lies in the number of loyal customers that
they have, the capacity and competence of their employees, their investment strategy and the
business structure. If all of these factors are missing from a business, then it won’t be too long
before the business closes shop.
One of our major goals of starting The Parrot™ 98.8 Talk and News FM, Inc. is to build a
business that will survive off its own cash flow without the need for injecting finance from
external sources once the business is officially running.
We know that one of the ways of gaining approval and winning customers over is to increase our
listener base and of course offer our advertising services a little bit cheaper than what is
obtainable in the market and we are well prepared to survive on lower profit margin for a while.
The Parrot™ 98.8 Talk and News FM, Inc. will make sure that the right foundation, structures
and standard operating processes are put in place to ensure that our staff welfare are well taken
of. Our company’s corporate culture is designed to drive our business to greater heights and
training and re – training of our workforce is at the top burner of our business strategy.
As a matter of fact, profit-sharing arrangement will be made available to all our management
staff and it will be based on their performance for a period of five years or more as determined
by the board of the organization. We know that if that is put in place, we will be able to
successfully hire and retain the best hands we can get in the industry; they will be more
committed to help us build the business of our dreams.
Check List/Milestone
● Business Name Availability Check: Completed
● Business Incorporation: Completed
● Opening of Corporate Bank Accounts: Completed
● Opening Online Payment Platforms: Completed
● Application and Obtaining Tax Payer’s ID: In Progress
● Securing a standard office and studio facility in a good location in Los Angeles –
California: Completed
● Application for business license and permit: Completed
● Purchase of Insurance for the Business: Completed
● Conducting Feasibility Studies: Completed
● Generating part of the startup capital from the founders: Completed
● Writing of Business Plan: Completed
● Drafting of Employee’s Handbook: Completed
● Drafting of Contract Documents: In Progress
● Design of Logo for the business: Completed
● Secure trademark for our products: In Progress
● Printing of Promotional Materials: Completed
● Recruitment of employees: In Progress
● Purchase of the needed broadcasting and studio equipment, furniture, office equipment,
software applications, electronic appliances and facility facelift: In progress
● Creating Official Website for the business: In Progress
● Creating Awareness for the business: In Progress
● Health and Safety and Fire Safety Arrangement: In Progress
● Establishing business relationship with vendors and key players in various industries: In
Progress