Business Plan
Last Updated 03.26.09
A. Registration
B. Subscriptions
C. Media Services
D. Download/Donate
E. Points
F. Featuresa. Website
b. Analytics
c. Marketing
d. Contracts
e. Board of Directors
The purpose of Purify Entertainment is to support the arts by providing superior internet services for artists, organizations, businesses, and fans. The network will allow users to share their content and promote their mission with millions of people, for free.
Purify’s media player will not only entertain, it will connect and inform users of content shared by other Purify Artists and Community Members. In addition, users can upload their favorite media for personal use through our media player. Unlike competitors, Purify will not sponsor commercial advertising and will, instead, feature the content of its users.
Purify’s organization and achievements are for the people. They are not, and will never be, for sale.
1. Artist: Artists can register with Purify Entertainment for free. After doing so, they are given a profile to represent themselves through text, links, images, audio, and video. Artists can upload their media and choose to make it available free to the public via the Download/Donate function. Artists may also offer their media exclusively through subscription, in which Artists can sell content and receive 100% of the revenue. Additionally, users can add events, projects, and services. Purify will enable Artists to store and share their art as well as collaborate with other Artists and Community Members. The dynamic types and subtypes below organize Artist content.
Artist Types:
Architecture, structural art
Material, 3 Dimensional art
Music, (All Genres)
Performance, Physical Art
Video, (All Genres)
Visual, Still ImageryPlease note: The above is a dynamic list and is easily expandable by suggestion.
2. Community Members: Businesses and organizations in the arts can register with Purify Entertainment for free. Community Members receive the same services as Artists with registration but are organized in different Sections. Purify supports any individual or business with digital media to share and has created dynamic type and subtype categories to help organize Community Members’ content.
Community Member Types:
Local Programs
Managers
Manufacturers
Online Programs
Philanthropists
Promoters
Studio/Sound Engineers
Teachers
Technicians
VenuesPlease note: The above is a dynamic list and is easily expandable by suggestion.
3. Fans: Any internet user can visit Purify Entertainment for free. There they can view media, learn about Artists and find services offered by other Purify users. A Fan can purchase a subscription to Purify Entertainment allowing them to build a profile, upload and organize media, subscribe to exclusive content, use the media player, and donate points to Artists and Community Members.
4. Team: Purify’s Team is composed of Directors, Promoters and Programmers who donate time to Purify to help develop the network. Registration is open to anybody. Purify offers registered Team Members both volunteer and compensated work as independent contractors.Free Artist and Community Member accounts include Purify profile and media services for use with original content. After purchasing a Purify Fan subscription, users can expand their media services to the entire network and begin selling subscriptions to original content.
Subscribed Artists and Community Members can custom design subscriptions for their projects, events, and services. Guidelines will allow them to choose what content is shared with the subscription and how much it will cost. Users receive 100% of sales.
All users with a Purify subscription can upload images and mp3’s to be organized using playlists and galleries for personal use. Purify Points will allow users to purchase subscriptions to projects, events, and services.
1. Founder Subscription, $100.00, includes:
- Unlimited subscription to media services,
- 10 Purify Points
- Subscriptions to all 100 Founding Projects
Founder Subscriptions are limited to the first 100 users.
2. Lifetime Subscription, $50.00 (available with Initial Launch), includes:
- Unlimited subscription to media services,
- 10 Purify Points
Lifetime Subscriptions are limited to the first 900 users.
Once Purify has sold all Founder and Lifetime subscriptions, Annual subscriptions will be available:
3. Annual Subscription, $25.00 (available with Full Launch), includes:
- Annual subscription to Purify media services
- 10 Purify Points
Users can upload images and mp3’s, create documents, and add video streams. Once media is added to their library, they can build playlists, galleries, and books. When a Fan uploads media to Purify, it is assumed they do not have the right to share this content. A Fan’s media is only accessible through their account. Fan content will not be shared with Purify or internet users. When an Artist or Community Member uploads media, these users must define whether or not it is original content. If it is not, the media is then only available for personal use and will not be shared. All accounts have limited “Library Time.” “Library Time” refers to the amount of data uploaded. Additional space is available through Purify Points.
Purify’s media player is a featured service and is available only to Artists, Community Members, and subscribed Fans. Users can enjoy audio and visual media simultaneously and not necessarily from the same source. Music and images can be mixed or a video can be viewed from a single source. The media player has two lists, one for mp3’s and one for the image viewer. Users can build the two lists with media either from Purify’s site or from their library. On the media player is a Purify Radio function which mixes media from the user library with shared media from the Purify network. Directly from the media player, users can search their library and all shared content.
Uploaded original content can be tagged with other Artists and Community Members. The media player’s search engine will work directly with these tags and Purify Radio so that the stream can be customized by searches.
The media player is available for use by the variety of devices that receive wireless internet such as phones, mp3 players, car stereos, etc. Users can enjoy Purify services from nearly everywhere.
All users will have a limited amount of “Play Time.” “Play Time” refers to the amount of time mp3’s are streamed through the media player. Additional time may be purchased using Purify Points.
When an Artist or Community Member uploads media to be shared free of a subscription, it is made available through the “Download/Donate” function. This allows any user with a Purify Fan subscription to download the file(s) and be asked to donate in the process. All donations are split equally between the user who hosted the media and Purify. Donations are made using Purify Points, available for purchase to subscribers.
Purify Points can be purchased and redeemed for the following services:
- Subscribing to Exclusive Content
- Purchasing more Library Space
- Purchasing more Flash Time
- Downloading/Donating
- Purchasing Initial Page Features
The cost of these services is based on Purify’s cost of operations and the supply and demand of services. Purify has designed formulas to determine these costs with the intention of creating a Profit Balance while investing in development. Because Purify is a Not For Profit organization, our aim is to break even every fiscal quarter, and in doing so we can decrease the costs to users as we become more profitable. This is the essence of Purify’s Profit Balance.
Once a month, an Artists and Community Members can sell back $20 or more worth of Purify Points through direct payment or by check. Subscription purchases rely on Artists and Community Members self promoting. Success is based on the strength of the users fans base.
As users browse through various Artists, Community Members, Events, and Services they are presented with page features. Features display images, general information, links to profile pages and media. Each page opens initial features determined by Admin. Users have the option of scrolling through more features; this will enable infinite secondary features. The features that are displayed while scrolling will be determined by the characteristics of the users’ library and subscriptions. Subscribers can quickly view many different Artists and Community Members while building media playlists. Hours of Play Time can be customized.
The initial page features can be purchased by subscribed Artists and Community Members.
Purify Entertainment uses a secure host. Nearly all security breaches can be prevented through the use of a secure server to host the website. The programming used in the registration and subscription process protects Purify’s database and user information. Online sales utilize Google Checkout and PayPal gateways proven to be secure. Access to Purify’s information is regulated by the database according to permissions set by both Purify management and users themselves.
Users can control who has access to their information. Each piece of information or file has four privacy options:
- Open: Share with all internet users.
- Public: Share with registered users only.
- Subscribers: Share with subscribed fans only.
- Private: Share only with admin.
This allows users to control which media is to be shared and which media is to be sold.Purify Entertainment does not purchase advertising space of any kind. All marketing is directly through people and social networks.
P)urify uses grass roots communication to contact as many potential Artists, Community Members, and Fans as possible. Online, people are contacted through web based social networks offering Purify’s services. In addition, Purify utilizes popular blogs and media outlets to gain high volume exposure.
The second stage of marketing includes contracting online promoters and will begin shortly after the sites Initial Launch. Purify hires people who specialize in programming promotions using online social networks, such as myspace and facebook. Utilizing both programming and vast social networks, Purify can reach thousands of users every day and quickly build a database of art and Artists.
In their profile, users will specifically design the features and promotions they are presented with. According to their preferences, promotions will be displayed in their personal profile and features presented while browsing the site. This process allows users to control the information they see. This is called Volunteer Direct Marketing.
Purify’s operating procedures are composed of five elements: Website, Analytics, Marketing, Contracts, and the Board of Directors.
Purify’s Web Site has three components: Design, Programming, and Media Player.
The design of the website is simple in appearance, allowing the content to speak for itself. In addition, the simplicity affords users easy navigation. All pages are programmed in PHP and work directly with the database.
The Media Player will start off with two playlists, one for music and one for images.. Initial upgrades are to develop a search engine, portable device player, and lyric viewer. Purify’s goal is to continually evolve the Media Player into a more capable interactive service for subscribers.
Purify site analytics are important for financials, site direct marketing, and user statistics. The site statistics will determine the cost of services. The About Us section on the web site dedicates a page to site wide statistics. Users’ personal statistics are organized in their profile. Users are divided by type, sub type, location, popularity, and productivity according to the users’ request.
Site analytics are used to customize each user’s experience. Through voluntary direct marketing Purify features relevant information and provides promotions based on user specifications. Contrary to Purify’s direct marketing, which is largely done automatically, Purify’s grass roots marketing will be done by individual efforts. Social networking is an important aspect of Purify and the site’s success greatly relies on users being pro-active and promoting Purify as a source for interconnectivity. In addition, the Marketing Director and Director of HR are constantly in search of new potential users. Ongoing tasks include:
- Browsing other networks media in order to find quality additions to our network.
- Attending art events in a variety of styles and locations
- Designing new promotions.
Purify Entertainment does not hire employees; all paid work is performed by independent service providers. All paid services are approved by the Director of Contracts and either the President or Secretary. Contracts may be suggested through Team Profiles on the web site and are then emailed to the Director of Contracts for consideration.
All policies and amendments to the organization are voted on by the Board of Directors through Directors’ profiles on the website. All votes must receive 100% approval to pass. All Board meetings take place via telecommunications and all votes take place through Purify’s web voting system. Using profile functions, Directors can suggest an independent service provider, submit an issue to be voted on, vote, and make proposals to the Board.
Director of Human Resources – Recruits, approves and administrates all users. Promotes to new Artists, Community Member, and Fans. Oversees and writes all contracts. Manages web site features, front page quotes, and latest news. Maintains business transparency by writing and updating the pages in the About Us section.
Director of Programming – Oversee all programming. Ensure site security. Update site and database with new technology and applications.
Director of Design – Develop sites general design. Design new application displays. Collaborate and consult with the programming team.
Director of Analytics – Develop statistical formulas for operations. Monitor site usage statistics. Communicate to the Board key data issues.
Director of Marketing – Promote network to users. Manage promotion team. Responsible for all public relations.
Director of Contracts – Write, approve, and oversee all contracts. Investigate Independent Service Providers efficiency and accuracy in fulfilling contracts. Monitor expenses and communicate to the Board any inefficiencies or inconsistencies.
2.01 Development Phase 1: Initial Development
(Late 2006 – February 23, 2009)In 2006, Purify Entertainment began in basic html format with only a handful of Artists. By the end of 2007, Purify was in its second stage of development and was hosting over 20 Artists’ content when it became unmanageable. Since then, combined efforts have focused on developing a new platform to support thousands of Artists with little maintenance. For maximum flexibility, the site has now been built in PHP format in accordance with a database.
Purify’s President donated $1000 in 2008 for the design and programming of the site. All interfaces have been designed and the general style sheets of the site are ready. The registration and subscription processes are functional and Purify is accepting exclusive Founder Subscriptions.
The following professionals have been contracted to complete development; Purify’s Director of Design, Russell Yarwood, has been hired as an independent contractor to develop the sites design; Mayur Nasikkar, an independent programmer, has been hired to build the database and PHP pages; Attorney David Atkins, has been hired to assist the Board of Directors with the development of Purify Entertainment as a successful not for profit mutual benefit.
The opening of registration and subscription sales will mark the end of Development Phase 1. To raise the capital for Purify’s initial expenses, for a limited time, Founder Subscriptions to PurifyEntertainment.net are available. As the site develops, users will gain access to their profile and services will expand.
2.02 Development Phase 2: Initial Launch, Continued Development, Begin Promotions
(February 23, 2009 – Full Launch)Purify’s Initial Launch allows all users to begin registering. 1000 new Artists and Community Members will be accepted.
On April 1, 2009, Purify will begin accepting applications for Purify Founding Projects, 100 will be approved. Users will exclusively share one project, containing 10 quality media files, with Purify Founding Subscribers in exchange for a Lifetime Subscription. During the sites development, these users will be exclusively represented and promoted through Purify’s Demo Site. For a limited time, these Artists and Community Members will be able to upgrade their account subscription to a Founders Subscription for $50. Once Purify has sold all Lifetime and Founder Subscriptions, only Annual Subscriptions will be available.
To accommodate the sites bandwidth requirement, an upgrade on our hosting account is needed. Currently the website is on an economy hosting plan through Domains Priced Right for $3.99/month. Herb Richter has paid all hosting costs up until April 10, 2009, at which time Purify will take over hosting payments and upgrade to the deluxe account. The deluxe account is $6.99/month for 150 GB of space and 1,500 GB of transfer. The majority of our data usage will be attributed to mp3 uploading, downloading, and storage. All mp3’s will be compressed to 128kbps. Using the deluxe hosting account, Purify will have about 2,800 hrs of mp3 storage and 28,000 hrs of mp3 uploading/downloading to distribute amongst a maximum of 3,000 users. Each user will start with 9hrs of Play Time per month and 50 minutes of total Library Time.
With the Initial Launch, the Purify Entertainment home base will be established which will function as the Purify Entertainment office. The home base will be leased by the company and will be managed by Purify’s President, Bryan Richter.
In 2010, the site will be Fully Launched and all services will be available to users both nationwide, and worldwide. With confidence in Purify Personnel’s ideas, skills, and talents, every challenge will be met with joy and willingness to learn.
3.01 Phase 1: Initial Development (Late 2006 – March 31, 2009)
Credits
$1000 – Donation to start account – Bryan Richter
$69.05 – Donations for hosting website from 10/10/07 until 4/10/09 – Herb Richter
$315 – Donation for Attorney Payment to David Atkins – Bryan Richter
$500 – Founders Subscription Sales, 5 @ $100 eachTotal Revenue: $1,884
Debits
12/31/08 – 4/10/09 - $11.97 – Paid, Domains Priced Right, Hosting
02/12/09 - $50 – Paid, State of Oregon, Annual Report 2009
02/03/09 - $904.99 – Paid, Mayur Nasikkar, March payment
01/08/09 - $25.50 – Paid, Skype, Credit for International Calls
01/03/09 - $300 – Paid, Mayur Nasikkar, Initial agreement for half monthly payment
11/03/08 - $15.59 – Paid, Domains Priced Right, Domain Name for 2 Years
09/22/08 - $27.40 – Paid, Google Business Services, Merchant Account
09/08/08 - $125 – Paid, Chase Sechrist, to consult and setup initial database
02/12/08 - $50 – Paid, State of Oregon, Annual Report 2008
02/01/08 - $315 – Paid, David Atkins, Initial Payment for New Non Profit Package
10/10/07 – 12/31/08 - $57.08 – Paid, Domains Priced Right, HostingTotal Paid Expenses: $1882.53
Unpaid Expenses
02/25/09 - $600 – Unpaid, Mayur Nasikkar, Remaining January and February payment
04/01/09 - $? – Unpaid, Russell Yarwood, Design and Media Player Contract
04/01/09 - $1685 – Unpaid, David Atkins, Remaining payment for New Non Profit PackageTotal Unpaid Expenses: $2285 + Russell’s Contract
Projected Sales
$9,500 – Sales for remaining 95 Founding Subscriptions @ $100
$45,000 – Sales for all Lifetime Subscriptions @ $50Total Projected Sales Leading To Full Launch – $54,500
Projected Monthly Expenses
$1,000 – Mayur Nasikkar, Development of site for Full Launch
$1,000 – Home Base Lease, Provide an office for the Purify Team and storage of all information.
$6.99 – DomainsPricedRight.com, Deluxe Hosting AccountTotal Projected Monthly Expenses for Phase 2 - $2,006.99
It will take an estimated 12 months to finish programming, testing, and designing all services in preparation for Purify Entertainment’s Full Launch. After all Founder and Lifetime Subscriptions are sold, Purify will have the resources necessary to complete the site and maintain subscriptions well beyond the Full Launch.