Company Start-up Project 1. Project details

• Company’s name: Up & Down records • Place: Madrid • Estimated launch date: 01/01/2011 • Kind of company: Limited Company • Description of business activity: We will constitute a record company (a company that makes and sells musical recordings) that will offer an opportunity to young musicians by helping to launch them into the music industry. • Estimated staff needed: (see organizational chart) Page 5.

2. Description of products and services

We thought of a service company using human labor as the main input because this way, we will have more capacity of action with the 100 000 € of investment. Our philosophy is based on offering our infrastructure to everyone that needs help with their musical project. Also offering all the services needed to achieve their record launching. We will be focusing on indie-rock music because although nationally it is not well recognized, worldwide is having a great success.

3. Market Study (Segmentation/ Target Market)

We decided to carry out a concentrated market segmentation in order to direct a marketing mix to a single market segment; a group of individuals within a market that share common characteristics.

After doing our market research, we decided to limit our target market to people between 18 and 26 years old as we are looking for young talents, however, always accepting exceptions.

We have chosen this age range as there are many youngsters with great musical potential that do not have the means of being successful by themselves. And that is exactly what Up & Down does.

In order to recruit new talents, our agreements with “Mushi”, escuela de musica y baile, and “21st Century Music”, best musical schools in Spain, will allow us to follow closely these young talents.

Furthermore, another way to spot these youngsters is by attending to music festivals