Business Plan
Business Plan
BUSINESS PLAN
Introductory letter 2
Executive Summary 2
STATEMENT OF OBJECTIVES 2
Mission Statement 2
Driving Force 3
Market Position 3
Streanthes and Weaknesses 3
Streanthes: 3
Weaknesses: 3
Opportunities and threats 3
External Opportunities: 3
External Threats 4
Key Factors For Success 4
Goals and Objectives 4
Strategy 4
BACKGROUND INFORMATION 5
TECHNICAL DESCRIPTION OF SERVICE 5
MARKET DATA 6
Target Market Information 7
Social Environment 7
Demographic 7
Culture 8
Political Environment 9
Economic Environment 9
Competitive Environment 10
Potential Problems 10
Market Data Summary 10
Target Clients 10
Target Market Size 10
MARKET STRATEGY 10
Product 10
Price 11
Place 11
Promotion 11
SELLING TACTICS 12
Cash and Accounts Receivables 12
Peak sales 12
OPERATIONS PLAN 12
FINANCIAL PLAN 13
Necessary Financing 13
Cash Budget 13
Balance Sheet 14
Income Statement 15
Ratio Analysis 16
Depreciation Estimation 17
Fixed Capital Estimation 17
Working Capital Estimation 18
Marketing Estimation 18
Rent Expense Estimation 19
MANAGEMENT PLAN 20
HUMAN RESOURCES PLAN 20
CONCLUSIONS 21
Introductory letter
This business plan was created to check the idea about the
effectiveness of the creation of the database that will help clients at
different shopping centers to find products more quickly. As a result, it
saves their time and money.
Executive Summary
The company name is Svetlana. The main idea of venture is the creation
of the database of products that will help potential clients to find what
are necessary for them.
The mission of it is to be the best consultants of defining the
nonfood product location at the Irkutsk markets, to take care of our
clients by saving their time and money, when they do shopping, to offer the
best service by using modern computer technology and polite and affable
consultants
The market of such informational service is quite big and has a lot of
opportunities for development. In addition, Svetlana can use the greatest
of them because there are no competitors at the market. It offer product
that satisfy most of this market demand, as the product contain all main
information potential clients want to get to find a product. The sales
policy is build on the statement that clients lose nothing, but only save
their time and money.
After the third year of existence, Svetlana reach the after-tax profit
level of $3 510 and will have ROE 35%.
The structure of the company is simple as it is quite small, and it is
ineffective to use complex system of the distribution of functions.
So, as a result of market opportunities, Svetlana have a lot of
chances for succeed.
STATEMENT OF OBJECTIVES
Mission Statement
We will be the best consultants of defining the nonfood product
location at the Irkutsk markets. We will take care of our clients by saving
their time and money, when they do shopping. By using the best computer
technology and polite and affable consultants, we will offer the best
service our clients can get.
We will create a positive working environment for our employees that
will promote satisfaction and personal growth.
Driving Force
* Our company will offer service that does not exist yet at Irkutsk. It
will create very good advantage for our development.
* We will place the emphases on the Internet and telephone consultations.
* The business will be based on TQM.
Market Position
The main our clients are busy people who do not have time to go from
shop to shop and want to find product as quickly as possible. Such people
are the most likely users of our database.
Streanthes and Weaknesses
Streanthes:
* Low-cost equipment
* The absence of such database at all local product markets
* Skilled labor force
* Low operational cost
* Use of high technology
Weaknesses:
* The creation and updating of database may take a lot of time
* Poor marketing materials
* High taxes for this kind of service
Opportunities and threats
External Opportunities:
* Changes in tax structure
* The Increase of customer demand level
* The government policy for supporting the small business sector
External Threats
* Increased competition
* Economic downturn or recession
* The decrease of customer demand level
Key Factors For Success
* The absence of competitors
* Broad approach that is provided by the use of Internet and telephone
consultations
* Polite and affable personal
Goals and Objectives
* To create the consulting center that will cover all main nonfood markets
In Irkutsk
> The collection of information and the creation of the consulting
center in the ``Irkutskiy`` market
> The collection of information and the creation of the consulting
center in the ``Fortuna`` market
> The collection of information and the creation of the consulting
center in the ``Complex`` market
* To create the centralized informational system
> The development of database
> The installation of the server station and user machines
* To create web-site
> The market research of similar sites in Internet
> The creation of the site structure
> The creation of the site interface
Strategy
As our service is new in the Irkutsk market, our company plans to
follow the differentiation strategy. The determining factors will be
clients and development. Price will not take the first place. We plan the
step by step development at first in the ``Irkutskiy`` market, then in the
``Fortuma`` market, and the last step is ``Complex`` market. In addition,
as our service is new, we plan to create loyalty of our customers until
direct competitors appear. The scope of development will be the Irkutsk
nonfood markets, which sell clothes, shoes, home appliances and other
similar things.
BACKGROUND INFORMATION
Irkutsk is the biggest city of eastern Siberia. It has a lot of
markets, but any of them does not have any consolidating data base that
help people to find goods that is necessary. So, this database of products
is a result of the demand of many people.
Such business is new for the Irkutsk market, so there are no examples
of development and existence of similar service, where we can get
information and some experience about our venture. The positive side of
such situation is that we will be the first, and, as a result we can get
the greatest benefits. The negative side is that we will have a lot of
unpredictable situations that may create big obstacles for good
development. Our informational service center can be classified as
informational business, which is in the beginning stage in Russia today. It
also creates some global opportunities and threats because during this
stage the most prosperous ventures appear, but also many businesses force
into insolvency.
So, current situation gives our venture a lot of opportunities for
good development.
TECHNICAL DESCRIPTION OF SERVICE
Our product is information. We plan to offer information about non-
food products such as clothes, shoes, bags, home appliances and car spare
parts for potential clients in the Irkutsk markets such as ``Irkutskiy``,
``Fortuna``, and ``Complex``.
Information about clothes and shoes will consist of the type of
clothes, a season, the country of origin, the company name, the year of
production, size, color, price range, and the location and number of the
pavilion or the section of a market.
Information about bags will consist of the type of bags, the company
name, the country of origin, the year of production, price range, and the
location and number of the pavilion or the section of a market.
Information about home appliances will consist of the type of a home
appliance, the company name, the year of production, size such as the
length of diagonal for TV, price range, and the location and number of the
pavilion or the section of a market.
Information about car spare parts will consist of the type of a spare
part, the company name, the type of a car and other spare parts, where this
spare part is used, the year of production, price range, and the location
and number of the pavilion or the section of a market.
The example of list:
|№|Typ|Name|Si|Season |Count|Year of|Color |Price |Location |
| |e | |ze| |ry of|product| |range | |
| | | | | |origi|ion | | | |
| | | | | |n | | | | |
| | | | | | | | | |Market |Pavelion|
|1|Jea|Anga|32|Summer/F|Russi|2001 |Red/Gre|$20--$3|“Irkuts|#1,#102,|
| |ns |ra | |all |a | |en/Blue|2 |kiy” |#176 |
| | | | | | | |/Black/| | | |
| | | | | | | |other | | | |
|2|Jea|Lee |32|Summer/F|China|2002 |All |$30--$6|“Irkuts|#17,#78 |
| |ns | | |all | | | |2 |kiy” | |
|3|…..|….. |….|….. |….. |….. |….. |….. |….. |….. |
| | | |. | | | | | | | |
|4|…..|….. |….|….. |….. |….. |….. |….. |….. |….. |
| | | |. | | | | | | | |
|5|…..|….. |….|….. |….. |….. |….. |….. |….. |….. |
| | | |. | | | | | | | |
The Database will be created in the FoxPro 5.0. It will be adopted for
using through the local net and the Internet. The design of the Internet
site will be developed with the Microsoft FrontPage.
This database will be updated every second day. At first time it will
be done manually by surveying the owners of the pavilions or the sections
of a market, but then we plan to automate this process.
The information will be deliver to customers on printed lists, if they
get information directly in the market building from an operator. Next, it
will be delivered electronically, if customers get information by using the
Internet. Finally, it will be delivered by fax or orally, if customers get
information by phone.
MARKET DATA
To analyze and collect the market data I used as the statistical
sources, so and my own experience and knowledge.
Target Market Information
The shopping center “Irkutskiy” is the biggest nonfood market in
Irkutsk, in which everybody can buy everything, what is used in everyday
life, for example clothes, shoes, satchels, wallets, kitchen-ware and etc.
It unites three shopping centers and contains up to 500 small shops. The
shopping center “Irkutskiy” is the only big nonfood shopping center with
such range of goods in Irkutsk and, consequently, serves most of the
Irkutsk population. The shopping center ``Fortuna`` is the biggest car
spare part market. The “Complex” is also a big nonfood market, but it is
smaller than “Irkutskiy”.
Social Environment
Demographic
The Irkutsk population today is 592,4 thousand people.
(http://www.centerru.com/regions/regions.asp?id=7). The potential clients
of the shopping center “Irkutskiy”, where I plan to open the first
consulting center, and also the potential clients of my database are people
from 18 to 60 years. It is 60% of the whole population 355,2 thousand
people. (http://www.centerru.com/regions/diagrams/d1_r.html). I do not take
into account people below 18 and over 60 because their parents or children
usually maintain such people. The people over 60, who are not maintained by
their children, usually have very small pension.
In addition, the shopping center “Irkutskiy” is oriented on the people
and households from the middle class with revenues from 120,000 to 240,000
rubles per year. According to the statistical information and my knowledge
it is approximately 10% of able-bodied citizens or 35,5 thousand people.
(http://www.centerru.com/regions/regions.asp?type=reg&id=7). I also made a
small survey, which tells that approximately once for three months
respondents of such people make purchases of clothes, shoes, or some other
similar products. I assumed that for year potential clients make 142
thousand purchases, 0,38 thousands a day. If every second makes such
purchase in of the shopping center “Irkutskiy”, than there may be
approximately 190 potential clients of my database a day according to
demographic analysis.
Culture
According to my survey and experience, I divided all potential clients
into two categories. The first is people, who like go shopping and do it
for rest. They are approximately 70% of respondents. The second is people,
who do not like go shopping and do it as necessity 30%. The second category
is my potential clients. So, I assumed that there are about 57 (190*30%)
potential clients of my database a day.
Political Environment
For last years, the local government has made attempts to increase the
power of the consumer protection law. It reflects in the increasing
quantity of people, who are content from purchases. As a result, more
people are ready to make a purchase and companies increase their quality of
service and products. It can be applied also to the shopping center
“Irkutskiy” because for the last year more people have made purchases there
than for previous years. These political attempts and other economical
factors are the causes of the increasing quantity of clients in the
shopping center “Irkutskiy”, and, consequently, my potential clients.
Economic Environment
For last years, the level of revenues of population in Irkutsk is
constantly increasing.
(http://www.centerru.com/regions/regions.asp?type=reg&id=7). It increases
the purchasing power of population. As a result, the shopping center
«Irkutskiy» has constantly increasing quantity of clients that can be the
potential clients of my database.
The increase in the level of revenue results in the increase quantity
of nonfood purchases because this sector of household is only 15% of all
households revenues (about 60% of revenue are spent for food in Russia). It
is significantly less than in developed countries. So, the increase of
revenues increases the quantity of nonfood purchases.
Competitive Environment
There is no such service in the shopping center «Irkutskiy» and other
markets. So, there are no direct competitors.
Indirect competitors are different print media that usually give brief
information, where people can buy some kinds of clothes, shoes and etc.
Such information is usually about one product or one company and does not
give potential clients the picture of the whole market to choose the most
appropriate product. So, these competitors can not influence my business
very much.
Potential Problems
1. My assumption that every second purchase is made in the shopping center
“Irkutskiy” may be overrated, so there are may be the smaller quantity of
potential clients of my database.
2. The results of my survey may be not valid. It also may change the
quantity of potential clients.
Market Data Summary
Target Clients
Target clients are people between 18 and 60 years old, who have
revenues from 120,000 to 240,000 rubles per year and go shopping as
necessity. They will use my service as they do not want to spend much time
on shopping and want to save their time.
Target Market Size
There are 355,2 thousand people between 18 and 60 years old. Ten
percent of them 35,5 thousand have an average annual income between 120,000
to 240,000 rubbles. Thirty percent of them do shopping as necessity. So, my
target market size is 10,650 clients a year. If every client makes four
purchases a year in average than total annual purchases are 42,600.
MARKET STRATEGY
Product
The product of the venture will be the information about available
goods in the shopping center «Irkutskiy» at first. Then we will broad our
service and offer information about the shopping center «Fortuna». Finally,
we will create database, where each person will be able to get information
about products that are available at the shopping center «Irkutskiy», the
shopping center «Fortuna», and the shopping center “Complex”.
Price
Price policy will be based on the market demand. The small survey, I
made, gave information that the best price will be 24 rubles ($ 0,8).
Place
We plan to develop three ways of delivering information. First, we
open the consulting center in the shopping center «Irkutskiy», then in the
shopping center «Fortuna», and finally in the shopping center “Complex”.
Each center will have one consultant that will sell clients necessary
information for cash. Second, after the establishment of the consulting
center in the shopping center «Fortuna» we plan to create the wed site,
which will offer the same service as consulting centers. After the
establishment of the consulting center in the shopping center “Complex” we
plan to offer phone consultation about available products at these markets.
Promotion
The key promotion tactics will be that clients will lose nothing. I
plan to sell necessary information and give a coupon that will offer a
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