I.

About the artist

A. Musical genre.
B. Biography.
C. Talents.
1. Sing?
2. Play?
3. Write?
4. Perform?
5. Other?
D. Experience.
1. Writing
2. Singing
3. Performing
4. Other
E. How is the artist unique from others?
1. What is it about the artist that should be promoted to set them apart
from others?

II. Evaluation of the artist

A. Strengths, weaknesses of the artist.
B. Opportunities and threats external to the artist

III. Evaluation of the manager’s ability to manage an artist in this musical genre
A. Strengths, weaknesses of the manager.
B. Opportunities and threats external to the manager.
C. Does the manager perceive any conflicts-of-interest?

IV. Establishment of goals/comprehensive timeline for this plan

A. Major goals for the artist and sample strategies and tactics to achieve them.
1. A record deal?
2. A publishing deal?
3. A tour?
4. A movie deal?
B. Goals supporting major goals and sample strategies and tactics to achieve them.
1. Learn songwriting?
2. Learn to play an instrument?
3. Develop a stage show?
4. Perform in smaller, then larger venues?
5. Get studio experience?
C. Timeline for each goal.
1. Beginning and projected achievement dates.
2. Gatekeepers (position, name and company).
3. Checkpoints, or significant steps between beginning and end of timeline
for each other.
4. All direct costs that can be anticipated that are unique to each goal.
V. Development of a marketing plan
A. State of industry.
1. A general evaluation of the genre.
2. Sales of recordings within the genre.
3. Sales of tickets within the genre.
4. Number of competing artists within the genre.
a. Opportunities for new artists within genre
5. Who are the competing artists?
6. How is the radio format for this genre doing in audience ratings?
7. What international opportunities are there for the genre?
B. The target for the artist
1. Demographics.
2. Lifestyle.
3. Generational attributes.
4. Uses of entertainment.
5. Uses of music (how it is consumed).
6. Values of the target.
C. Plans to reach the target consistent with goals.

VI. Business Framework

A. Form of the business.
1. Proprietorship, Partnership, Corporation, Subchapter S Corp., LLC, LLP?
2. Personnel requirements, when they should be employed (by calendar
quarter), and an estimated cost:
• Publicist
• Attorney
• Banker
• Accountant
• Webmaster
• Insurance advisor
• Business manager
• Tour manager
• Agent
• Image consultant
• Show designer/producer
• Wardrobe consultant
• Band
3. Costs associated with personnel, for example the investment into a
website.
C. Insurance.
1. Life, vehicle, liability, equipment, health.
D. Other.
1. PRO, union memberships, NARAS.
VII. The financial plan
A. Personal budget for artist.
1. A complete annual budget for the artist that anticipates living expenses and
sources of income for the coming 12 months.
2. Budget should reflect the standard of living to which the artist is
accustomed.
B. Budget estimate to support this business plan.
1. Budget is for three years:
• First year is monthly
• Second and third years are by quarters (90-day periods)
• Each annual budget expresses the financial goal for the year

2. Budget for each period shows revenue to include:

• Sources of income
• The timing of the anticipated receipt of the income

3. Budget for each period shows expenses to include things such as:
• Personal budget for the artist
• Personnel
• Travel
• Merchandise
• Recording
• And all other plan elements that have costs associated with them

VIII. Exit Strategy

A. Plan by manager to wind down and end the relationship.
1. At what point do you cut losses?
2. At what point do you move on to more lucrative projects?
3. What do you do if the artist ends the relationship?
B. Plan for the artist to thrive in a mature career.
1. Collect resources during career for use in maturity.
2. Design strategy for smooth transition.