past assessment

The nature of your business and your clients are not entirely clear.
Essentially, it seems you are a design consultancy specialising in developing and
managing visual assets eg set designs, using virtual technology. Your customers are
production companies.
This is potentially a realistic concept but you need to craft it into something that can
be communicated and understood much more easily. It would be helpful to include
some scenarios/visual demonstrating your potential services. Also, you need to
demonstrate better what customer needs your services fulfil, or what problems you
solve for them, and why they should choose you rather than competitors.
The target market you indicate (food etc) is inappropriate since you will not be selling
to these people, but rather to advertising agencies/production companies who make
ads for these people.
The advertising/marketing strategy you indicate for your company eg advertising in
cinemas, is inappropriate for the customer base you hope to attract – advertising
agencies/production companies. The research on advertising industry growth is
helpful but needs to be extended eg to film production cos etc, finding more about
the dimensions of your industry segment (set design – virtual and traditional) and
who your competitors are.
Overall, this concept would benefit from more fleshing out and teamwork to clarify
what exactly what your service offer is, to whom you are selling and why they should
buy from you rather than a competitor.
Despite the valiant attempt with the P&L and Cashflow Excel, the financials do not
stack up and have not been sufficiently well considered. Visually, the spreadsheets
could be more simply presented to aid comprehension and communication.
Overall, the business concept and its presentation lacked coherence. But the idea
has much promise so it is well worth crafting further.