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16 <br />Member Organization Usage Needs .................................................................. .............................12 <br />Other Art 1 Cultural Organizations .................................................................... .............................12 <br />PotentialFuture Users ...................................................................................... ............................... 12 <br />Funders............................................................................................................ ............................... 13 <br />COMPETITIVE ANALYSIS ................................................................................ .............................13 <br />General Overview of the Competitive Environment ............. .......................... ............................... 13 <br />Competitors that offer Space ........................................................................... ............................... 14 <br />Competitors for Fundraising .............................................................................. .............................18 <br />MARKETING AND SALES PLAN ......................................................................... .............................18 <br />MARKETINGSTRATEGY ................................................................................. .............................18 <br />BrandStatement ................................................................................................. .............................18 <br />MarketingMessage ............................................................................................ .............................18 <br />Strategy.............................................................................................................. .............................19 <br />MARKETING COMMUNICATIONS PLAN ...................................................... .............................19 <br />Marketing Communications vehicles ............................................................... .............................19 <br />SALES P LAN ...................................................................................................... ............................... 21 <br />OPERATIONS, PERSONNEL, AND MANAGEMENT ....................................... ............................... 21 <br />MANAGEMENT................................................................................................ ............................... 21 <br />PERSONNEL PLANNING....:............................................................................ ............................... 22 <br />Part --time Coordinator ...................................................................................... ............................... 22 <br />Part -time Custodian ......................................................................................... ............................... 23 <br />RISK MANAGEMENT ...................................................................................... ............................... 24 <br />HOURS OF OPERATIGN .................................................................................. ............................... 24 <br />REGULATIONS, COMPLIANCE & REPORTING .......................................... ............................... 24 <br />LICENSES, PERMITS, REGULATIONS & TAXES ........................................ ............................... 24 <br />Orange County Cultural Center Confidential Page 2 of 30 <br />Strategic Business Plan (v. 1.0) 9/8/2011 <br />