Snowy Business

1.0 Executive Summary

Snowy Business is a winter-sports company that established in year 2005 and located in Woolwich, South London. The shop is selling sports clothes and winter equipment to customer. The hours of operation from Monday -Saturday is 10a.m - 6p.m and closed on Sunday. There are special business hour extended for special season such as Christmas and New Year. Snowy Business intends to extend its business to web-based.

In today highly competitive environment, there are many shops selling similar items. Therefore, apart from selling sportswear and winter equipment, the shop owner, Candy Frost has written own produced book, ‘How to Master Skiing' and also produce own customize T-shirts which can be emblazoned with customers name and motif. The t-shirt sells under own brand name, ‘Snowy Business T-shirt' which become the most successful sale items over the past two years.

This plan is prepared to obtain the financing for the initial launch of web-based business and its concept. Marketing strategic plan, management plan and financial forecasts for 12 months and 5 years will be covered in this plan. Financial plan is required to begin web-based business and marketing strategy is the way of promotion and to gets everyone's attention to the new launch website which selling existing products from shop.

A capital contribution from new partner will help Snowy web-based business launch and maintain operation throughout the business. Web-based Snowy business provide customers 24 hours fast and convenient shopping. Successful operation through year will provide adequate cash flow to be self-sufficient in the following year.

1.1 Introduction

The Snowy web-based business plan is prepared for the Snowy Business owner, Candy Frost. This business plan will clearly stated the objectives and missions of web-based business. Types of products selling, marketing strategy, sales forecast for 12 months and 5 years and also financial plan will be included in this report.

1.2 Objectives

n Aiming £1 million turnover within 5 years from website business alone

n Increase more staffs for delivery stocks from warehouse

n Promote Candy Frost own written book - ‘How to Master Skiing'

n Sales all the items to worldwide

n Maintain website with latest products

1.3 Vision

Candy Frost plans to have another store open in and around London by Year 2010

1.4 Mission

Snowy business mission is within one year will have at least 30% customers from outside UK. Therefore, a quick start-up and fast growth on sales is required in order to satisfy customers.

Customer satisfaction is paramount. Therefore, the products delivery, return and exchange service must be efficient. Snowy business wants to be the first choice to everyone.

Website will implement catalogue feature for user to subscribe. Thus, customer can be the first of the one to get the latest update of Snowy business products.

1.5 Keys to Success

n Always stay on top of the latest trends in the style of sportswear

n Maintain quality product and reasonable price from competitors

n Maintain good relationships with vendors

n Deliver the items to customer without any exception

n Outstanding customer service

2.0 Company Summary

Snowy Business is a winter-sports company that selling sports clothes and winter equipment which the store is located in Woolwich, South London. The hours of operation from Monday -Saturday is 10a.m - 6p.m and closed on Sunday. There are special business hour extended for special season such as Christmas and New Year.

In today highly competitive environment, there are many competitors running bricks-and-clicks business which selling the products in store or through website. Therefore, Snowy business is now extends the business to web-based which attract or to get more customers from outside U.K. Customers will be able to purchase items directly from website and subscribe catalogue through website. Also, credit card payment is safe to use in Snowy business website. Besides, there will be no limited business hour to the website which means customers can purchase do online shopping throughout 24 hours.

The website will be selling existing products as well as new products from the store. Customers can select different colour, size and quantity to be ordered through the website and to those customers from outside U.K will received their package through delivery service such as UPS. The claim and return goods will be followed as store policy. Besides, the website will be updates once the new products released. Therefore, customers can be one of the first to get the latest update.

2.1 Company Ownership

Stakeholder

Position

Responsible

Candy Frost

Owner - CEO

As administrative - maintain stock levels of clothes and equipment, arranging delivery/ collection, and generate orders to suppliers when neccessary

Yeoh Ee Peng

Co-owner - Business Investor

Setup a website for Snowy business online shopping

2.2 Start-up Summary

Snowy Business costs are listed below. The company will start with one month inventory on hand for Snowy business existing products. The majority of the company's assets will be located in in inventory. The opening day cash on hand balance will be £500.

The purpose of this business plan is to secure an owners investment £20,000. This supplemental financing is required to work on site preparation and operational expenses.

2.2.1 Start-up Cost

Requirements

£

Start-up Expenses

Advertising Fee

900

Business Insurance

350

Deposit for Postage

100

Hosting Service

800

Miscellaneous Expenses

1,390

Search Engine Registration

600

Stationery and Postage

1,140

Utilities

120

Total Start-up Expenses

5,400

Start-up Assets

Cash Required

500

Computers

6,100

Server

7,000

Start-up Inventory

1,000

Other Current Assets

-

Long-term Assets

-

Total Assets

14,600

Total Requirements

3.0 Products and Services

The product line for Snowy Business is winter sport equipments, winter clothes, Snowy business T-shirt, and book - ‘How to Master Skiing. T-Shirt and Winter Clothes has different sizes such as small(S), medium(M), and Large(L).

Catalogues

n Snowy Business T-Shirts

- Unisex T-shirts to be selectable with 2 different motif (I LUV SNOW, FROST BITES), can be emblazoned with customers name

n Book Browser

- Author by Candy Frost, ‘How To Master Skiing'. Available for hard back (£20) and soft back (£10)

n Winter Clothes

Ø Men

- Gloves
- Micro-fleece Sweatshirts
- Thermal Tracksuits

Ø Women

- Gloves
- Jackets
- Thermal Tracksuits

n Winter Equipments

- Ski
- Ski Poles
- Snow goggles
- Snowboards

3.1 Exclusive Services

The Snowy Business will provide web-based services to customers for online shopping and online purchasing. The website will be updated from time to time and promote the latest items on front page.

Item that purchased by customer can deliver within 2 - 5 business days. The existing claims and warranty apply to online shopping customers as well. Besides, the website will implements with search function to customers for quick search. Help section and catalogue subscription provided as well.

A good services can help company to build up a good relationship with customers. As the goal is to repeat sales from satisfied customers. This can be occured with provide good services and credits for the customers.

3.2 Competitive Comparison

Snowy Business targeted on customers from worldwide and due to fast, convenient services and low price points. We will compete with other winter equipment and sportswear stores.

In competing against winter equipment and sportswear shop, we will the following advantages:

§ No delivery charge if purchase item above £125

§ Variety of products available, such as book and winter equipment

§ Lower price items

§ Quality Products

4.0 Marketing Summary

Snowy Business targeted on private individual customers as well as sports teams and clubs. T-shirts became their most successful item for the past two years and by selling t-shirt alone brings their first year profit reached 30% and t-shirt steadily growth nearly 20% sales per annum.

4.1 Market Survey

A market survey was conducted in year 2009 by Candy's partner, Yeoh Ee Pheng. Key questions were asked of 50 people. The survey indicates that customers is always looking for better service and convenient way to get their items. Therefore, to obtain time-saving concept and fulfill customers' requirements. Snowy Business chose web-based to provide customers online shopping to overcome these concerns.

4.2 Target Market Segment Strategy

The market segmentation can helps in the products fully meet the needs of the market place, cost-efficient promotional tactics as it gives the idea on how to target the customers and able to attract the potential customers to purchase the product based on a good dimension on each detail of the customer. All customers have their own characteristics and requirements and market segmentation is used to analyze their characteristics and their needs. The market segmentation also helps the company select the groups within the market that the firm will serve on them. Thus, company can easily make use of any marketing tool to attract the customers.

Demographic Segmentation

Demographic segmentation variables included:

§ Age - kid, youngster, sports players, sports teams, sport clubs and families

§ Gender - Male and female (from age 5 - 65)

§ Income - Appeal from low to high income bracket. So that consumers can go for their prefferable items or model according to the price range

§ Education - Any level of education

Psychographic Segmentation

Psychographic segmentation group customers according to their lifestyle. Therefore, promotion needs to fit customers lifestyle. Psychographic variables included:

§ Opinions - Need others opinion to tell he/she which apparel looks good and need more time or help in understanding what clothing is right for him/her

§ Interests - Interest on the item

§ Attitudes - Asking question based on customer own attitude

§ Values - Looks for bargains but willing to spend money on quality

Behavioristic Segmentation

Behavioral segmentation is based on actual customer behavior toward products. Some behavioristic variables include:

§ Benefits sought - Quality, service and econimy

§ Usage rate - Light, medium or heavy usage

§ Brand loyalty - None or strong rely on the brand

§ User status - potential, first-time or regular user

§ Readiness to buy - level of interest to purchase the product

Behavioral segmentation has the advantage of using variables that are closely related to the product itself. It is a fairly direct starting point for market segmentation.

Geographic Segmentation

Web-based Snowy Business is now scattered all over the world. The quantity of customers is getting more and more and outside country from U.K, there are several countries snowing, it will increase the sales of winter equipments and the book - How to Master Skiing. The patterns of the product will produce which suite to the geographic regions to all over the world.

5.0 Strategy and Implementation Summary

Snowy Business uses strategy to attract all customers from world wide to view or purchase their products. To sustain competitive advantage, Snowy Business has to develop an attractive website with all products.

The following strategies will be used:

§ Provide online shopping function which allows customers to purchase items through internet for time-saving and convenient customers

§ Promote the special offer and discount item on website front page to get customers' attention

§ Provide customer service / help function for customers in order to keep good relationship

§ Provide catalogue subscription function for customers, so that it only send catalogue to customer which is needed and not for customers to treat the catalogue as junk mail.

§ Always update products follow by trend and make sure it is stylish and good quality

§ Enhance with security feature which offer customers pay through credit card.

5.1 Sales Strategy

Snowy Business web-based sales strategy will be a great service and buying everytime. Once they visit our website, it will have special promotion advertisement shows on front page. Therefore, customers can get to know the first hand news once click into Snowy Business website. Besides, Snowy Business website will update from time to time, customers can purchase the trendy sportswears anytime.

Some customers annoy with the sales person that standing beside and keep persuade them to purchase items. By purchase item through website, customers can shop anytime when they want and also can download product images ask for friends opinion before purchase.

Apart from that, Snowy business provides free shipping for purchase over £125 and also provided returns and exchange within 30 days.

5.2 Sales Forecast

Snowy business expect to earn £1 million turnover within 5 years. Therefore, the sales must be steadily growing for every year. Snowy Business t-shirt is the top sales item over the past two years and it will continuously popular when exists in website. Beside, the winter equipments is expected lower sales during Feb - May and Sept - Oct for every year as it is not winter season. Also, the book that written by Candy Frost might not target high sales for starting point. Since the book is newly launched ad it needs more advertisement to let everyone knows.

Table and charts below is the detailed of total sales and total cost of sales for 12 months and 5 years. 12 months sales and cost of sales clearly stated in appendix:

5.2.1 Sales Forecast for 12 months

5.2.2 Sales Forecast for 5 Years

Year

Year 1

Year 2

Year 3

Year 4

Year 5

Sales

(£)

(£)

(£)

(£)

(£)

Snowy Business T-Shirt

95,000

114,000

142,500

178,125

231,562.5

Winter Clothes

120,000

182,000

254,800

356,720

499,408

Winter Equipments

160,000

243,000

352,350

493,290

690,606

Books

15,000

16,500

18,975

22,770

28,462.5

Total Sales

390,000

555,500

768,625

1,050,905

1,450,039

Direct Cost of Sales

Year 1

Year 2

Year 3

Year 4

Year 5

Snowy Business T-Shirt

57,000

68,400

85,500

106,875

138,937.5

Winter Clothes

72,000

109,200

152,880

214,032

299,644.8

Winter Equipments

96,000

145,800

211,410

295,974

414,363.6

Books

9,000

9,900

11,385

13,662

17,077.5

Total Direct Cost of Sales

234,000

333,300

461,175

630,543

870,023.4

5.3 Marketing Strategy

Snowy web-based business is targeted online shopping customers. However, not much customers know this website exists when it firstly launch. Therefore, advertisement and promotion is the main approach to get everyone know. We will advertise Snowy website through:

§ Flyer - employees from existing store will give flyers that advertise Snowy website to customers who visit store

§ Internet - advertise on website such as www.amazon.com to get customers awareness on Snowy website and promotion of the products

§ E-mail - catalogue or website URL send through email for promotion

§ Direct mail (to customers house)

Besides, the good service such as delivery and shipping is one of the key point while promoting website. Items that purchase from Snowy website will send out via UPS. It will be depending on how fast the customer want to receive the package. Usually the normal postage will take about 2-5 business days for delivery.

6.0 Management Summary

Snowy Business' owner, Candy Frost will manage the existing store. There are 3 sales staff and 2 drivers currently working in store. Candy responsible for maintaining stock levels of clothes and equipment, arranging delivery from suppliers. The drivers will delivery heavy equipment for customers and collecting stock from suppliers.

For snowy web-based business, the co-owner, Yeoh Ee Pheng will in charge for website maintainance, website updates and customers order. For example, keep the website update with latest products and latest promotion. Expected there will be more orders once the website launched. Therefore, an extra driver is required to deliver stocks from supplier.

Snowy website provides features that allow customers to send their requests or questions through Snowy website and this will feedback to customers within 48 hours. There is also a customer service provided which allows customer call in to ask for detail. Therefore, customer service staff is require.

6.1 Personnel Plan

Snowy web-based business will hire 2 staffs:

1. Driver

2. Customer service

Personnel Plan for 12 months

Jan

Feb

Mar

Apr

May

June

July

Aug

Sept

Oct

Nov

Dec

(£)

(£)

(£)

(£)

(£)

(£)

(£)

(£)

(£)

(£)

(£)

(£)

Owner (Candy Frost)

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

Co-owner (Ee Pheng)

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

3,000

Driver

1,200

1,200

1,200

1,200

1,200

1,200

1,200

1,200

1,200

1,200

1,200

1,200

Customer Service

1,400

1,400

1,400

1,400

1,400

1,400

1,400

1,400

1,400

1,400

1,400

1,400

Total People

4

4

4

4

4

4

4

4

4

4

4

4

Total Payroll

8,600 

8,600 

8,600 

8,600 

8,600 

8,600 

8,600 

8,600 

8,600 

8,600 

8,600 

8,600 

7.0 Financial Plan

Snowy web-based business aiming at £1m turnover after 5 years. Each of the products margin profit is 30% which mean 70% of total sales will be total cost of sales. The web-based business is not so ideal and it might loss in the first year. This might be becaused of not much people outside UK know the existence of Snowy website.

7.1 Financial Advice

It is important to raising the money and invest wisely in business. There are a number of different types of business funding from financial advice website:

1. http://www.smibusinessdirectory.com.my/smisme-editorial/microl-enterprises/454-sme-funding-your-start-up-business.html

2. http://www.ehow.com/about_5434945_business-funding-advice.html

There is few areas to know before borrow money to fund business:-

§ Assess capital needs

This process of obtaining business fund starts with creating business plan. Documenent details included company goals, objectives, and total amount of capital needed.

§ Ask for sufficient capital

Add 20% onto cash requirements when calculate capital needs for uncertainty all businesses face.

§ Debt or Equity

Debt, known as business loan. It must paid back over a fixed time period and
interest rate equity refers to funds that exchanged for ownership shares in
company.

§ Venture Capital (VC)

VC raise money from institutional investors and select best company to invest funds.

Business start-up fund can be fund from:-

§ Bootstrapping

Funds comes from own saving, property, personal loans, overdraft or credit card.

§ Borrow from friends or family

Borrow from friends or family considered as informal but it is advisable to draw up formal agreeement on terms and conditions to avoid misunderstanding that often arise as a result of verbal agreement.

§ Bank loans

Bank loans for start up business is difficult to get approval without track record.

7.2 Loan

As a condition of becoming Snowy business' partner, Yeoh Ee Pheng must contribute £20,000 capital towards the first year's expenses. Therefore, Ee Pheng decided to use bootstrapping which borrow £20,000 secured personal loan from RBS bank.

Although borrow from friends or family can get lower interest rate or longer loan repayment but it is not advisable as relationships are at stake if problem arise. Personal loan categorized in secured and unsecured. Secured personal loan is lower interest rate but it required property to back up the borrower, such as house or car. Ee Pheng selected secured personal loan as:-

§ Interest rate is lower than credit card

§ It do not have to specify the purpose of use

§ Issued very quickly

§ Does not need any guarantor

Ee Pheng borrow £20,000 for 2 years and payback by 24 months instalment. There will be 11.40% APR, each month have to pay £930.49 and after 24 months instalment, total interest paid £2,331.76. Ee Pheng will pay the instalment by using own salary.

7.3 Payback Period

Loan details includes loan schedule and repayment schedule as below:

Payback Period

Yeoh Ee Pheng payroll for each month is £3,000. The loan amount is £20,000. Therefore, within 7 months, this loan can be fully paid. However, Ee Pheng selected 24 months instalment. The repayment schedule below is the amount that required Ee Pheng to pay within 24 months.
Repayment Schedule

Month

Balance O/S

Payments

Interest

Principal

Outstanding

Interest

Principal

£

£

£

£

£

£

24

1

22,331.76

930.49

186.54

743.95

21,401.27

23

2

21,401.27

930.49

178.77

751.72

20,470.78

22

3

20,470.78

930.49

171.00

759.49

19,540.29

21

4

19,540.29

930.49

163.22

767.27

18,609.80

20

5

18,609.80

930.49

155.45

775.04

17,679.31

19

6

17,679.31

930.49

147.68

782.81

16,748.82

18

7

16,748.82

930.49

139.91

790.58

15,818.33

17

8

15,818.33

930.49

132.13

798.36

14,887.84

16

9

14,887.84

930.49

124.36

806.13

13,957.35

15

10

13,957.35

930.49

116.59

813.90

13,026.86

14

11

13,026.86

930.49

108.82

821.67

12,096.37

13

12

12,096.37

930.49

101.04

829.45

11,165.88

1,725.50

9,440.38

12

13

11,165.88

930.49

93.27

837.22

10,235.39

11

14

10,235.39

930.49

85.50

844.99

9,304.90

10

15

9,304.90

930.49

77.73

852.76

8,374.41

9

16

8,374.41

930.49

69.95

860.54

7,443.92

8

17

7,443.92

930.49

62.18

868.31

6,513.43

7

18

6,513.43

930.49

54.41

876.08

5,582.94

6

19

5,582.94

930.49

46.64

883.85

4,652.45

5

20

4,652.45

930.49

38.86

891.63

3,721.96

4

21

3,721.96

930.49

31.09

899.40

2,791.47

3

22

2,791.47

930.49

23.32

907.17

1,860.98

2

23

1,860.98

930.49

15.55

914.94

930.49

1

24

930.49

930.49

7.77

922.72

(0.00)

606.26

10,559.62

22,331.76

2,331.76

20,000.00

2,331.76

20,000.00

Figure 3.1: Detail repayment schedule

7.4 Start-up Funding

 

£

Start-up Expenses to Fund

5,400

Start-up Assets to Fund

14,600

Total Funding Required

20,000

Fixed Asset

Server

7,000

Computer

6,100

Assets

Non-cash Assets from Start-up

1,000

Cash Balance on Starting Date

500

Total Assets

14,600

Liabilities and Capital

Liabilities

-

Current Borrowing

-

Long-term Liabilities

-

Accounts Payable (Outstanding Bills)

-

Other Current Liabilities (interest-free)

-

Total Liabilities

-

Capital

Planned Investment

Owners Investment - Cash

20,000

Other

-

Additional Investment Requirement

-

Total Planned Investment

20,000

Loss at Start-up (Start-up Expenses)

(5,400)

Total Capital

14,600

Total Capital and Liabilities

14,600

Total Funding

20,000

7.5 Break-even Analysis

7.6 Profit and Loss

The Snowy business profit and loss for five years is detailed in the table and charts on below. Appendix includes the 12 months profit and loss details.

Year 1

Year 2

Year 3

Year 4

Year 5

£

£

£

£

£

Sales

390,000

555,500

768,625

1,050,905

1,450,039

Direct Cost of Sales

234,000

333,300

461,175

630,543

870,023

Other Costs of Goods

-

-

-

-

-

Total Cost of Sales

234,000

333,300

461,175

630,543

870,023

Gross Margin

156,000

222,200

307,450

420,362

580,016

Gross Margin %

40%

40%

40%

40%

40%

Expenses

Payroll

103,200

114,800

123,600

132,000

142,000

Advertising

25,100

21,000

21,100

25,500

25,500

Depreciation

1,965

1,965

1,965

1,965

1,965

Bank Service Charges

22

39

59

94

150

Hosting Service

800

800

800

800

800

Insurance Business

2,200

2,200

2,200

2,200

2,200

Miscellaneous

876

778

887

993

1,230

Postage & Delivery

4,500

4,500

5,100

6,200

6,200

Prof Fees - Accounting

10,800

10,800

10,800

10,800

10,800

Stationery

812

881

1,500

1,830

2,212

Telephone / Internet Access

2,899

2,902

3,198

3,984

4,987

Utilities

1,222

1,699

2,191

2,930

3,342

Payroll Taxes

10,320

11,480

12,360

13,200

14,200

Total Operating Expenses

164,716

173,844

185,660

202,496

215,586

Profit Before Interest and Taxes

(8,716)

48,356

121,790

217,866

364,430

EBITDA

(8,716)

48,356

121,790

217,866

364,430

Interest Expense

-

-

-

-

-

Taxes Incurred

-

14,507

36,537

65,360

109,329

Net Profit

(8,716)

33,849

85,253

152,506

255,101

Net Profit/Sales

-2%

6%

11%

15%

18%

7.7 Cash Flow

The cash flow for 5 years detailed are as table on below, detailed 12 months cash flow attached in appendix:-

Year 1

Year 2

Year 3

Year 4

Year 5

£

£

£

£

£

CASH FLOWS FROM OPERATING ACTIVITIES

Loss before taxation

(8,716)

48,356

121,790

217,866

364,430

Adjustments for: -

Depreciation of plant and equipment

1,965

1,965

1,965

1,965

1,965

Operating profit before working capital changes

(6,751)

50,321

123,755

219,831

366,395

Inventories

-

-

-

-

-

Receivable

(2,545)

(858)

(346)

(374)

(309)

Payables

786

1,114

432

568

302

Cash used in operation

(8,510)

50,577

123,841

220,025

366,388

Tax paid

-

(14,507)

(36,537)

(65,360)

(109,329)

Net cash used in operating activities

(8,510)

36,070

87,304

154,665

257,059

8.0 Personal Experience

I worked as event planner for Digi telecommunication promotion. It used to discuss the Digi promotion event with group of planners. Once we got the idea, we will present to Digi. The purpose of promotion is to get everyone know Digi, promote latest offers and get more consumer subscribe Digi network.

Same concept can be applied for Snowy Business plan as this is a new launch website. It required a lot of promotions to get everyone know the existence of the Snowy website. Marketing strategy is the section that consists of what approaches should use for advertise the website. Newsletter, flyers, catalogue subscription, website promotion or SMS can be used to promote a new website. Besides, Snowy website should maintain advertisement for latest products or special offers to attract consumers.

Appendix

(i) Sales forecast for first year (Jan - Dec):-

(ii) Profit and Loss for first year (Jan - Dec):-

(iii) Cash flow for first year (Jan - Dec):-

(iv) Balance Sheet for 12 months (Jan - Dec):-

eTechnology COMP1207

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