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YouTube’s Performance Plan Presentation

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Updated: Jun 23rd, 2022

Revenue plan

Market share of YouTube Corporation is close to 60% of all the internet video services. Originally, it is a big marketing operation service, as numerous entrepreneurs are uploading their commercial videos, and gain exposure from YouTube using viral video strategies. It is stated that 6.2 million tune into YouTube.com daily.

The pricing of the services entail the fee for uploading commercial video.

  • YouTube General: $50K or greater spend on YouTube within 90 days.
  • YouTube Brand Channels: $200K or greater spend on YouTube only.
  • YouTube Contests: $500K or greater spend on YouTube only.
  • YouTube Homepage Roadblock: $175K/day flat fee plus a $50K incremental spends on Google and YouTube over 90 days ($225K or greater total spend).

Premium flight dates may require a higher initial flat fee. (Barnes, 2009).

As for the revenues, Lastufka (2008) emphasize that YouTube has $500 million of revenues per year.

Revenue plan

Marketing Budget

The personnel of the company is divided into technical and administrative parts. Originally, technical personnel is responsible for the proper functioning of the system.

Marketing budget expense Personnel Non-personnel Total
Marketing Management 5000000 1000000 6000000
Sales management 5000000 5000000
Planning and Market Development 1500000 800000 2300000
Account Managers 7390000 3000000 10390000
Telemarketing 32500000 32500000
Technical Support 8300000 2400000 10700000
Customer Safety Training 5000000 2000000 7000000
Sales Training 1200000 1200000
Marketing Communications 1000000 4800000 5800000
Sales Literature 8100000 8100000
Safety manuals 6700000 6700000
Sales Promotion 5000000 5000000
Trade Shows 1000000 1000000
Advertising 28900000 28900000
Total Marketing Budget 66890000 63700000 130590000

This analysis presupposes the analysis of the marketing expenses in comparison with the Gross Profit in the context of the incomes and market share. Originally, the tendencies are represented on the graph, while the real situation is featured with the possible fluctuations.

Marketing Budget

Profit plan

The analysis of the profit plan generally entails the calculation of the net profit, taking into consideration the matters of sales revenues, margins, ROI, ROS and net marketing contribution.

Profit plan

Break-even analysis

This analysis presupposes the analysis of the marketing expenses in comparison with the Gross Profit in the context of the incomes and market share. Originally, the tendencies are represented on the graph, while the real situation is featured with the possible fluctuations.

Break-even analysis

Performance scorecard

Performance Metrics 2008 2009
Market Share 24 26
Market Served 68% 72%
Awareness 77% 81%
Consideration 75% 79%
Preference 80% 80%
Purchase 90% 92%
Sales Growth Rate 7,40% 8%
Percent Margin 38,80% 38,80%
Marketing ROS 28,90% 32,20%
Marketing ROI 140% 148%
Performance scorecard

Income Statement

Originally, the matters of Return on Sales are stated in the previous slide. In comparison with the previous year, the results of 2009 appear to be rather satisfying, and, it should be emphasized that the market of internet video advertising is rather stable, as the marketing performance and sales of YouTube are growing stably.

The only ratio, which should be paid attention here is the operating income.

  • 2006 – $ 30 400 000;
  • 2007 – $ 45 300 000;
  • 2008 – $ 80 500 000;
  • 2009 – $160 000 000.
Income Statement

Reference List

Barnes, S. (Ed.). (2009). E-Commerce and V-Business: Digital Enterprise in the Twenty-First Century (2nd ed.). Oxford, England: Butterworth-Heinemann.

King, N. J. (2008). Direct Marketing, Web Advertising, and Consumer Privacy: Ensuring Adequate Disclosure and Consent Mechanisms for Emerging Video Advertising Practices. Federal Communications Law Journal, 60(2), 229.

Lastufka, A., Dean, M.W. (2008) “YouTube: An Insider’s Guide to Climbing the Charts” O’Reilly Media, Inc.

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IvyPanda. 2022. "YouTube's Performance Plan." June 23, 2022. https://ivypanda.com/essays/youtubes-performance-plan/.

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