Question

questions: financial and non-financial benefits and recommendations for the attached case!

The Case You are the General Manager of an upscale casual brewery/restaurant year in sal and have a modest number of followers. You respond to most of the negative Advisor, Open Table, Yelp and others within a week or so and respond to a small percentag the mostly favorable reviews. . You do $3 million per les. You have been maintaining your social media presence with a Facebook account posts on Trip eo You understand that you are not as proactive as you could be and feel that to increase your presence and use of social media. You have done some resear interviewed a couple of different outside companies you are considering considering moving one of your current assistant managers to a new position to oversee Media and be an additional manager for key busy times now may be the time You are also Social The outside company you like the best will charge you a one-time initial set up fee of $5,000 plus on-going charges of $2,000 per month. They promise to increase your visibility on search as as increase the presence and use of Facebook. on Twitter, Instagram and Pinterest. They will not have any responsibility for replying to the negative or positive comments on Trip Advisor, Open Table, Yelp, etc. Based on their histo similar restaurants they have demonstrated, you believe you can expect to see an increase of 2.5% in sales with their service. They will also establish and maintain a presence ry with If you move your current assistant manager to Social Media Manager, you will need to send her to some training and conferences which would cost you $7,500 initially. The salary for the assistant manager would be $40K per year. You believe that this Social Media manager will not only be able to accomplish the sales increases of the outside company but expect the manager to take over the responsibility of responding to customer comments online and provide some shift coverage. Because they will be working full time at this you believe they will ultimately be more effective and expect to see an additional 1% increase in sales over the 2.5% of the outside company The Assignment You need to prepare the financials and a presentation for your owner. Your time horizon to consider the financial return is 3 years. You are focusing on the incremental sales (for simplicity assume same increase amount annually....not compounded increases), profits and costs sociated with each scenario. Your Written Financial Presentation needs to cover the financial and non-financial benefits as well as your recommendation.

Answer 1

Statement of net benefit

Year	1	2	3
Additional revenue	105,000	105,000	105,000
Additional charges
-on going charges	(24,000)	(24,000)	(24,000)
-salary	(40,000)	(40,000)	(40,000)
- Initial investment	(5,000)
- training of manager	(7,500)
Net benefit	28,500	41,000	41,000

Profit & Loss account

		P&L
Year 1	Expenses	76,500	Rev increase	105,000
	Profit c/f	28,500
Year 2	Expenses	64,000	Profit b/f	28,500
	Profit c/f	69,500	Rev increase	105,000
Year 3	Expenses	64,000	Profit b/f	69,500
	Profit c/f	110,500	Rev increase	105,000

Balance sheet

		Balance Sheet
Year 1	Reserves & Surplus - opening	-
	- profit & loss account	28,500
Year 2	Reserves & Surplus - opening	28,500
	- profit & loss account	69,500
Year 3	Reserves & Surplus - opening	98,000
	- profit & loss account	110,500
Year 3	Reserves & Surplus - opening	208,500

Financial Benefits

• There is a positive net benefit in each of the three years that is evident from the increase in sales by a total of 3.5%, i.e. 3million*3.5% = 105,000. The expenses in comparison to the increase in revenue are smaller.

Net benefit	28,500	41,000	41,000
Additional revenue	105,000	105,000	105,000
Net benefit as a % of sales	27.14%	39.05%	39.05%

Non-financial Benefits

• Our entity runs a restaurant. The business model of our entity is highly dependent on advertising and publicity in order to increase the footfall of customers and thereby the revenue.
• Employing a marketing agency that is solely dedicated to this purpose will be beneficial since they will have more experience, knowledge, resources and ability to advertise and sensitize the customers about the restaurant.
• Mere presence on Facebook by the owner is insufficient to increase the visibility of the restaurant.
• Dedicating a company resource solely towards Social Media management will ensure that the restaurant gets listed in major restaurant searches and it will focus on the importance of advertising in the business.
• The marketing agency has a track record of increase in sales. As per the net benefit analysis, this is a good deal from both financial and non-financial perspective.
• The agency is not interfering in the responses on social media. Hence, that authority is still with the owner.