Podcast Business Plan Template
success
If you want to start a podcast business or expand your current podcasting business, you need a business plan.
The following Podcast business plan template gives you the key elements to include in a winning Podcast business plan.
Podcast Business Plan Example
I. Executive Summary
Business Overview
[Company Name] is a podcast business located in [location] that focuses on providing engaging banter, reviews, and in-depth analyses about all topics related to movies. The company is led by [Founder’s Name], who has been a film critic for [X] years. Episodes will include movie reviews, discussion of important news in the industry, and interviews with guest stars. [Company Name] aims to be the most entertaining and insightful movie podcast in the industry, hosted by a veteran film critic.
Services
To start off, [Company Name] will provide weekly hour-long podcasts that contain discussions, banter, and analysis of movies and the industry as a whole. Episodes will contain at least one of the following:
- Discussion of recent movie news
- Reviews of recent movies
- Analysis of themes in classic films
- Interviews with directors, actors, producers, or film critics
[Founder’s Name] will serve as the host but will be joined by a co-host or guests each week. [Company Name] will also provide a premium service for a small fee. This service will include ad-free episodes as well as bonus content.
Customer Focus
[Company Name] will serve podcast listeners who are interested in movies and the film industry. Therefore the podcast will primarily target two groups: podcast listeners and movie fans. According to HubSpot, the demographics for podcast listeners are as follows:
- 41% of the American population listens to podcasts monthly
- 53% are men
- 66% have a college degree
- 62% of all listeners are 12 or older, with the largest listenership being in the 12-34 age group
According to Movie Guide, the demographics for movie fans are as follows:
- 24% of moviegoers are aged 25-39
- 51% are male
- 43 million people in North America see movies once a month or more
In addition to the above statistics, Nielsen reports that about 80% of the population utilizes some form of streaming app. Therefore, there is a large demographic that listens to podcasts and watches movies regularly. We will target those who are interested in both.
Management Team
[Company Name] is led by [Founder’s Name], who has been a film critic for [X] years. He has written popular critical reviews of famous films for many newspapers and publications and was a featured writer for [publication] for [X] years. In recent years, [Founder’s Name] has developed and grown a film blog, which has amassed 100,000 followers. [Founder’s Name] wants to share what he has learned about film and the industry by starting this engaging podcast.
Success Factors
[Company Name] is uniquely qualified to succeed due to the following reasons:
- [Company Name] will be providing valuable information about the movie industry to its audience in a fun and engaging way.
- [Company Name] is led by a well-known critic who has a vast knowledge of the industry and has amassed an enormous following throughout his career.
- The podcast business is a proven business model that has brought success to creators around the world.
- The film industry is still going strong and has billions of fans who are eager for fresh analysis and insider knowledge.
Financial Highlights
[Company Name] is currently seeking $370,000 to launch. Specifically, these funds will be used as follows:
- Store design/build: $150,000
- Equipment and software: $100,000
- Working capital: $120,000 to pay for marketing, salaries, and lease costs until [Company Name] reaches break-even
Top line projections over the next five years are as follows:
| Financial Summary | FY 1 | FY 2 | FY 3 | FY 4 | FY 5 |
|---|---|---|---|---|---|
| Revenue | $560,401 | $782,152 | $1,069,331 | $1,379,434 | $1,699,644 |
| Total Expenses | $328,233 | $391,429 | $552,149 | $696,577 | $776,687 |
| EBITDA | $232,168 | $390,722 | $517,182 | $682,858 | $922,956 |
| Depreciation | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 |
| EBIT | $225,168 | $383,722 | $510,182 | $675,858 | $915,956 |
| Interest | $6,016 | $5,264 | $4,512 | $3,760 | $3,008 |
| Pre Tax Income | $219,152 | $378,458 | $505,670 | $672,098 | $912,948 |
| Income Tax Expense | $76,703 | $132,460 | $176,985 | $235,234 | $319,532 |
| Net Income | $142,449 | $245,998 | $328,686 | $436,864 | $593,416 |
| Net Profit Margin | 25% | 31% | 31% | 32% | 35% |
II. Company Overview
Who is [Company Name]?
[Company Name] is a podcast business located in [location] that focuses on providing engaging banter, reviews, and in-depth analyses about all topics related to movies. It aims to be an engaging and insightful podcast that will teach listeners all about the industry and provide film analysis that fans will be interested in. The company is led by [Founder’s Name], who has been a film critic for [X] years and has amassed a huge following throughout his career.
[Company Name]’s History
[Founder’s Name] decided to start [Company Name] while researching more engaging ways to connect with his audience. He researched all the necessary elements for creating a podcast and did a thorough analysis of the costs, market, demographics, and competition. [Founder’s Name] incorporated [Company Name] on [date of incorporation] as an S-corporation.
Since incorporation, the company has achieved the following milestones:
- Developed the company’s name, logo, and website at [website].
- Began reaching out to professionals in the industry who would be interested in being interviewed or giving insider knowledge.
- Determined equipment requirements for recording a podcast.
- Began recruiting key personnel to help with audio editing, social media marketing, and other administrative tasks.
[Company Name]’s Products/Services
[Company Name] will provide its audience with high-quality podcasts on the following topics:
- Movie reviews
- Analysis of film themes
- Insider knowledge and behind-the-scenes information about popular movies
- Interviews with directors, actors, producers, and film critics
- Discussion of breaking news within the film industry
[Company Name] will also provide a premium service for a moderate monthly price. This service will contain ad-free episodes as well as bonus content.
III. Industry Analysis
The podcast industry has become a primary form of entertainment over the past few years, replacing traditional radio. Podcasts cover all sorts of topics, meaning that anyone can find something they are interested in. In fact, there are currently approximately two million active podcasts around the world. People are no longer confined to just a half dozen radio stations in their local town. They can now find a podcast for every niche.
And this trend certainly isn’t dying down. The podcast industry was valued at $11.46 billion last year and is expected to expand at a compound annual growth rate of 31.1% over the next five years. This is tremendous expected growth, so there is no better time to start a podcast.
Moreover, the film industry is at an all-time high. Though traditional theaters may be struggling, viewers are still finding lots of great content through streaming services like Netflix, Hulu, and AmazonPrime. There is certainly no shortage of films to discuss.
With such promising statistics, it seems that both entertainment industries are here to stay. Creating a successful movie podcast with a famous film critic is bound to be a success.
IV. Customer Analysis
Demographic Profile of Target Market
[Company Name] will serve any podcast listeners who are interested in listening to a veteran film critic analyze movies and discuss film industry news.
Podcast listeners vary far and wide in their demographics. According to Pew Research Center, about 41% of Americans listen to podcasts on a monthly basis. Both men and women enjoy them equally, and they are a major source of entertainment for people of all ages. Moviegoers have similar demographics, with 43 million people in North America seeing a movie at least once a month and 80% of the population using at least one streaming service. [Company Name] will aim to market to demographics that dominate both industries.
Customer Segmentation
Though all movie and podcast fans are welcome to listen, [Company Name] will primarily target three customer segments:
- [Founder’s Name]’s Audience: [Founder’s Name] has amassed a huge following on his blog as well as other publications where he writes about movies. These will be the easiest listeners to market to, so this will be our initial focus.
- Movie Fans: We will market ourselves as the utmost experts in film analysis, reviews, and industry news. Anyone who calls themselves a movie fan will want to listen to our podcast to learn all about films and the industry.
- Millennials and Gen Z: Since listeners under 35 make up a majority of podcast listeners, [Company Name] will primarily focus on marketing toward younger millennials and older listeners of Gen Z.
V. Competitive Analysis
Direct & Indirect Competitors
The following podcasters are expected to be the key competitors for [Company Name] due to their current brand, following, and resources:
Why Did This Win An Oscar?
Since 2017, the hosts of Why Did This Win An Oscar? have been aiming to dissect and understand what makes certain movies critical and Oscar darlings. They rewatch and discuss movies that either won or were nominated for any of the categories at the Oscars. They also have recently begun discussing movies that won other awards as well. They start off with an overview of the film and then get into an in-depth discussion of its themes and technical aspects to decide whether or not the film deserved its awards.
While we expect Why Did This Win An Oscar? To continue to thrive, the primary audience for this podcast is people who love to bash on movies. This audience may not be particularly interested in film analysis or interviews with experts in the industry. Though the podcast is funny and offers unique criticism of award-winning movies, [Company Name] will provide more in-depth analysis and expertise on these topics. Furthermore, [Company Name] will also have episodes featuring guest stars and behind-the-scenes information.
Brett And Katie’s Film Reviews
Brett And Katie’s Film Reviews has gained a steady following since they started in 2018. The titular hosts upload episodes every week, reviewing recent releases and discussing breaking movie news. They provide their insights and opinions about popular movies and suggest whether or not they should be viewed by their audience.
Though Brett And Katie’s Film Reviews covers some of the topics that [Company Name] will cover, neither host is a professional film critic nor have industry experience. [Founder’s Name]’s career, expertise, and guests will bring in much of this audience that is looking for a bit more analysis and professional insight.
Lessons Of The Marvel Universe
Lessons Of The Marvel Universe discusses exactly what you would think. It explores different themes and topics that come up throughout all the Marvel movies and shows. This is a podcast for Marvel fans by Marvel fans and caters to those who love to dissect every theme and idea that is introduced in the cinematic universe.
While Lessons Of The Marvel Universe remains one of the most popular movie podcasts in the industry, it covers a niche topic that only caters to a specific demographic. [Company Name] will cater to all kinds of moviegoers and film fans.
Competitive Advantage
[Company Name] enjoys several advantages over its competitors. Those advantages include:
- [Founder’s Name]’s popularity: [Founder’s Name] has made a name for himself in the film industry over the past [X] years. This will help bring in all sorts of movie fans who want to hear an expert dissect and analyze film.
- Variety of topics: [Company Name] will not focus solely on specific movie topics. Any movie analysis or news that is interesting and worth discussing can be a subject of an episode.
- Known Expertise And Connections: Part of the marketing strategy is to showcase [Founder’s Name]’s expertise, knowledge, and connections in the industry. [Founder’s Name] has already spent years discussing reviews and film themes but now is just doing it in a different format.
VI. Marketing Plan
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
[Company Name] seeks to position its podcast as a high-quality source of information and entertainment. Listeners can expect to receive the best film analysis and discussion from an experienced film critic.
The [Company Name] Brand
The [Company Name] brand will focus on the company’s unique value proposition:
- Being the official podcast of [Founder’s Name]
- [Founder’s Name]’s expertise, knowledge, and connections in the film industry
- Providing episodes that contain in-depth information, analysis, and discussion on film industry news and movie themes
- Promoting great and award-worthy films
Promotions Strategy
[Company Name] expects to reach consumers through the following tactics:
Social Media Marketing
[Company Name] will invest heavily in a social media advertising campaign. The marketing manager will create the company’s social media accounts and invest in ads on all social media platforms. It will use targeted marketing to appeal to the target demographics.
Website/SEO
[Company Name] will develop its website in such a manner as to direct as much traffic from search engines as possible. The website designer will use knowledge of search engine optimization to orient the website’s content towards this end and begin a program of link exchange to move up the search engine rankings (particularly Google). Ongoing search engine optimization of this type will be executed by the marketing manager.
Pay-Per-Click Advertising
[Company Name] will use highly-focused, specific keywords to draw traffic to its website through pay-per-click advertising on Google Adwords and banner ads on other appropriate websites (brokered by Google or another ad placement company).
Major Publications
[Company Name] will announce the podcast in major newspapers and publications. The primary focus will be on movie and film publications and similar channels.
Partnerships
[Company Name] will align with businesses in the industry and companies who are interested in advertising in one or more episodes. Partners can include movie blogs and podcasts that can spread outreach to our podcast. Advertisers can include any business that provides products and services that would appeal to the target demographic. [Company Name] will also leverage our guest stars’ audiences.
Word of Mouth Marketing
[Company Name] will encourage word-of-mouth marketing from loyal and satisfied listeners. We will also encourage listeners to leave reviews and spread word about the podcast on their social media accounts.
Pricing Strategy
[Company Name]’s pricing for advertisers will be moderate and on par with other podcasts. Advertisers will be charged $15 per 1,000 listeners for a 30-second ad and $30 per 1,000 listeners for a 60-second ad. Listeners will not be charged for the episodes but can pay $4.99/month for [Company Name]’s premium service.
VII. Operations Plan
Functional Roles
[Founder’s Name]’s will hire a small team of personnel to carry out most of the day-to-day production operations. There will also be some administrative functions involved.
Production Functions
- Create engaging podcast episodes
- Edit the episodes
- Set up and maintain equipment
- Ongoing website management
Administrative Functions
- General and administrative functions such as marketing, bookkeeping, scheduling, etc.
- Hiring and training
- Brand management and ongoing social media management
- Ongoing relationship management with advertisers
Milestones
The following are a series of steps that lead to our vision of long-term success. [Company Name] expects to achieve the following milestones in the following [xyz] months:
| Date | Milestone |
|---|---|
| [Date 1] | Finalize lease agreement |
| [Date 2] | Design and build out [Company Name] |
| [Date 3] | Hire and train initial staff |
| [Date 4] | Kickoff of promotional campaign |
| [Date 5] | Launch [Company Name] |
| [Date 6] | Reach break-even |
VIII. Management Team
Management Team Members
[Company Name] is led by [Founder’s Name], who has been a film critic for [X] years. He has written popular criticisms of film for many newspapers and publications and was a featured writer for [publication]. In recent years, [Founder’s Name] has developed and grown a film blog, which has amassed 100,000 followers.
[Founder’s Name] decided to start [Company Name] while researching more engaging ways to connect with his audience. Though he has enjoyed writing formal reviews and blog posts, he wanted to connect with his audience on another level. A weekly hour-long podcast is a perfect way for him to delve deep into various film topics and teach his audience about the industry in an engaging way.
Hiring Plan
[Founder] will serve as the Owner and Manager of [Company Name]. He will also be the primary host. In order to launch, he needs to hire the following personnel:
- Project Manager
- Outreach Manager
- Audio Engineer
- Writers/Editors
- Graphic Designer
- Administrator
- Guest Relationships Manager
IX. Financial Plan
Revenue and Cost Drivers
[Company Name] revenues will come primarily from advertisers and viewers who subscribe to our premium service.
The podcast/audio equipment, marketing, and labor expenses will be the key cost drivers of [Company Name].
Capital Requirements and Use of Funds
[Company Name] is currently seeking $370,000 to launch. The capital will be used for funding capital expenditures and audio production equipment, hiring employees, marketing and branding expenses, and working capital.
Specifically, these funds will be used as follows:
- Store design/build: $150,000
- Equipment and software: $100,000
- Working capital: $120,000 to pay for marketing, salaries, and lease costs until [Company Name] reaches break-even
Key Assumptions
The following table reflects the key revenue and cost assumptions made in the financial model:
| Number of customers per day | |
|---|---|
| Year 1 | 10 |
| Year 2 | 20 |
| Year 3 | 35 |
| Year 4 | 55 |
| Year 5 | 75 |
| Average order price | $12 |
| Annual increase in order price | 6.00% |
| Annual Lease ( per location) | $50,000 |
| Yearly Lease Increase % | 2.50% |
5 Year Annual Income Statement
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | ||
|---|---|---|---|---|---|---|
| Revenues | ||||||
| Product/Service A | $151,200 | $333,396 | $367,569 | $405,245 | $446,783 | |
| Product/Service B | $100,800 | $222,264 | $245,046 | $270,163 | $297,855 | |
| Total Revenues | $252,000 | $555,660 | $612,615 | $675,408 | $744,638 | |
| Expenses & Costs | ||||||
| Cost of goods sold | $57,960 | $122,245 | $122,523 | $128,328 | $134,035 | |
| Lease | $60,000 | $61,500 | $63,038 | $64,613 | $66,229 | |
| Marketing | $20,000 | $25,000 | $25,000 | $25,000 | $25,000 | |
| Salaries | $133,890 | $204,030 | $224,943 | $236,190 | $248,000 | |
| Other Expenses | $3,500 | $4,000 | $4,500 | $5,000 | $5,500 | |
| Total Expenses & Costs | $271,850 | $412,775 | $435,504 | $454,131 | $473,263 | |
| EBITDA | ($19,850) | $142,885 | $177,112 | $221,277 | $271,374 | |
| Depreciation | $36,960 | $36,960 | $36,960 | $36,960 | $36,960 | |
| EBIT | ($56,810) | $105,925 | $140,152 | $184,317 | $234,414 | |
| Interest | $23,621 | $20,668 | $17,716 | $14,763 | $11,810 | |
| PRETAX INCOME | ($80,431) | $85,257 | $122,436 | $169,554 | $222,604 | |
| Net Operating Loss | ($80,431) | ($80,431) | $0 | $0 | $0 | |
| Income Tax Expense | $0 | $1,689 | $42,853 | $59,344 | $77,911 | |
| NET INCOME | ($80,431) | $83,568 | $79,583 | $110,210 | $144,693 | |
| Net Profit Margin (%) | - | 15.00% | 13.00% | 16.30% | 19.40% |
5 Year Annual Balance Sheet
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | ||
|---|---|---|---|---|---|---|
| ASSETS | ||||||
| Cash | $16,710 | $90,188 | $158,957 | $258,570 | $392,389 | |
| Accounts receivable | $0 | $0 | $0 | $0 | $0 | |
| Inventory | $21,000 | $23,153 | $25,526 | $28,142 | $31,027 | |
| Total Current Assets | $37,710 | $113,340 | $184,482 | $286,712 | $423,416 | |
| Fixed assets | $246,450 | $246,450 | $246,450 | $246,450 | $246,450 | |
| Depreciation | $36,960 | $73,920 | $110,880 | $147,840 | $184,800 | |
| Net fixed assets | $209,490 | $172,530 | $135,570 | $98,610 | $61,650 | |
| TOTAL ASSETS | $247,200 | $285,870 | $320,052 | $385,322 | $485,066 | |
| LIABILITIES & EQUITY | ||||||
| Debt | $317,971 | $272,546 | $227,122 | $181,698 | $136,273 | |
| Accounts payable | $9,660 | $10,187 | $10,210 | $10,694 | $11,170 | |
| Total Liabilities | $327,631 | $282,733 | $237,332 | $192,391 | $147,443 | |
| Share Capital | $0 | $0 | $0 | $0 | $0 | |
| Retained earnings | ($80,431) | $3,137 | $82,720 | $192,930 | $337,623 | |
| Total Equity | ($80,431) | $3,137 | $82,720 | $192,930 | $337,623 | |
| TOTAL LIABILITIES & EQUITY | $247,200 | $285,870 | $320,052 | $385,322 | $485,066 |
5 Year Annual Cash Flow Statement
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | |
|---|---|---|---|---|---|
| CASH FLOW FROM OPERATIONS | |||||
| Net Income (Loss) | ($80,431) | $83,568 | $79,583 | $110,210 | $144,693 |
| Change in working capital | ($11,340) | ($1,625) | ($2,350) | ($2,133) | ($2,409) |
| Depreciation | $36,960 | $36,960 | $36,960 | $36,960 | $36,960 |
| Net Cash Flow from Operations | ($54,811) | $118,902 | $114,193 | $145,037 | $179,244 |
| CASH FLOW FROM INVESTMENTS | |||||
| Investment | ($246,450) | $0 | $0 | $0 | $0 |
| Net Cash Flow from Investments | ($246,450) | $0 | $0 | $0 | $0 |
| CASH FLOW FROM FINANCING | |||||
| Cash from equity | $0 | $0 | $0 | $0 | $0 |
| Cash from debt | $317,971 | ($45,424) | ($45,424) | ($45,424) | ($45,424) |
| Net Cash Flow from Financing | $317,971 | ($45,424) | ($45,424) | ($45,424) | ($45,424) |
| SUMMARY | |||||
| Net Cash Flow | $16,710 | $73,478 | $68,769 | $99,613 | $133,819 |
| Cash at Beginning of Period | $0 | $16,710 | $90,188 | $158,957 | $258,570 |
| Cash at End of Period | $16,710 | $90,188 | $158,957 | $258,570 | $392,389 |
