A FLIP (Format Launch Implementation Plan) study finds new format opportunities by identifying market appetites under-served by existing stations and—as importantly—outlines what a station needs to do to fulfill that market need. Every FLIP study includes “The Plan,” a set of recommendations for successfully launching your new format, include the specific music and/or spoken word content mix your station should offer, how it should be positioned and marketed and guidance for the inclusion of secondary programming attributes (personality, specialty programming, contesting, news, etc.) in your strategy.