Below are the expected financials over the next three years. Doe intends to implement marketing campaigns that will effectively target individuals within the target market. The Company is registered as a corporation in the State of New York.
Below is a breakdown of how these funds will be used: 2. Doe is not seeking an investment from a third party at this time. Doe may seek to sell the business to a third party for a significant earnings multiple. Most likely, the Company will hire a qualified business broker to sell the business on behalf of the Toy Store. Based on historical numbers, the business could fetch a sales premium of up to 4 times earnings.
Doe is currently sourcing both the retail location and the distributors that will provide the Company with its initial inventories. Once retail operations commence, Mr. This will allow the Toy Store to generate revenues from outside of its retail location. This has become a popular trend among smaller retailers in an effort to boost revenues , and Mr. Doe intends to full capitalize on the power of selling via the Internet. Currently, the economic market condition in the United States is in recession.
This slowdown in the economy has also greatly impacted real estate sales, which has halted to historical lows. Many economists expect that this recession will continue until mid, at which point the economy will begin a prolonged recovery period. This is a mature industry, and the expected future growth rate of the business will equal that of the general economy.
As stated in the previous chapter, one of the most common trends within the industry is to develop online platforms that allow smaller retailers, like the Toy Store, to develop a platform from which they can make sales on a nationwide basis. In this section, you can also put demographic information about your target market including population size, income demographics, level of education, etc.
The key to writing a strong competitive analysis is that you do your research on the local competition. Find out who your competitors are by searching online directories and searching in your local Yellow Pages. Below is an overview of the marketing strategies and objectives of the Toy Store. Doe intends on using a number of marketing strategies that will allow the Toy Store to easily target individuals and families with children within the target market. They liked the varying degrees of difficulty and the open spaces for children to add their own words or pictures.
Interviews with medical professionals were unanimous in that they thought the products were of excellent quality and of therapeutic value to patients. Market Research: Card Facts Research for Card Facts was done in house by showing prototypes to prospective buyers, customers, distributors, and representatives.
General comments received were: The package is very colorful and professional. The possible subjects for additional Card Facts were endless.
Most people immediately had one or two ideas for a new line of Card Facts. Reps and distributors were very interested in the potential for customized Card Facts. Any comments on price were that it was a great price and should sell well.
Depending on the outcome of the licensing negotiations, there is the possibility of two or four new Box O' Cards with the licensed characters on them. We are also in the very early stages of negotiation with a firm to put their copyrighted art on a line of greeting cards for them to sell through their zoo and tourist attraction channels.
Another current customer recently talked to us about doing these two kits in Spanish. If they decide to go with the items, we will also be able to sell them through our normal channels of distribution as well. The University of South Florida has already contributed to research on the questions. The next step is to commit for artwork development. Musical Instruments A prototype has been completed in response to a request from the American Symphony League.
We still need to follow with the league's members for commitments before going ahead with final development. American Indians Our western reps have accounts that are interested in this one.
In addition, the Smithsonian Institute is constructing a new American Indian Museum due to open soon, so American Indians will be a "hot" subject in the next few years.
Pond Pals and Interesting Insects These both fit in well with the park, zoo, and museum channels, as well as the educational distributor channel. It would be of interest to the zoo channel since many have children's petting zoos. The educational distributor channel could also approach the pre-school customers. Ballet and Gymnastics These would add products attractive to girls. The gymnastics one would be in position to benefit from the next Olympic Games.
Research on questions is complete. Commitment has not been made on the artwork. This would also open up religious book store and school channels. Young Artists Series A program of the first four types has been put together but no commitment to artwork has been made, pending availability of funding. Operations Sales Force We are developing a network of manufacturers reps and wholesale distributors across the country to supplement our home office activity.
Most reps carry both of our lines and call on gift shops, card shops, drug stores, toy shops, zoos, museums, and hospital gift shops. Some rep organizations have showrooms at the major gift marts. We have found that it is not a prerequisite to do well with our products.
Just being displayed in various showrooms does not generate many orders. We need rep organizations that are out on the road calling on the stores, telling them about our products. We started out with most of our representatives in the gift industry. Since adding the Card Facts to our offerings, we have picked up many representatives in the toy channel.
Since the toy and gift channels are so separate, we have some areas where two different reps cover the same territory. We are always evaluating the rep organization, looking for additional coverage and replacing the unproductive reps.
To assure we maintain a good flow of communication with this increasing family of reps, a newsletter has been established and is sent out as needed. Home Office Concentrates efforts on certain functions: Trade Shows General gift shows as well as specialized shows have been done. All shows have been successful in that direct orders were written, new reps were located, and contacts were made with media reps that lead to free write-ups. We have worked with reps who exhibit at shows and have arranged to have our lines exhibited at some regional shows.
Results were marginal. Answering Inquiries Advertisements that have run and free write-ups have generated many inquiries. All are promptly answered with a flyer, and in some cases, a sample. The leads are then passed on to the appropriate representative for follow-up.
Direct Mail Campaigns While our original, unsuccessful attempt at direct mail was aimed at the end-user, we feel there is an opportunity to do some direct mail at the wholesale level.
Many of our channels are niche markets that can be covered well by direct mail. Programs have been developed for a hospital direct-mail campaign and an art museum campaign for introduction of the Young Artist Series. However, none of these have been committed to at this time. One-on-one Campaign We generate individual letters to various potential customers that we read about in papers and magazines. This has been very successful and will be continued in the future.
Production Planning All our cards were originally printed at Automated Industries, a sheltered workshop in Chesterland, Ohio. Turn around on printing can be three to four days in a rush situation. Normal lead time is two to three weeks.
Due to the quick turn around, we can allow inventory of cards to get low before re-ordering. Recently, however, our volume is exceeding the ability of AI to keep us in full supply. The printing of Card Facts has been contracted to a commercial printer. This requires a larger run which, in turn, increase the cash outlay.
Turn-around time is still two weeks. We have also gone to an outside printer for several versions of Box O' Cards where we needed additional volume. The components that are supplied by other firms have longer lead times and larger minimum order quantities.
New suppliers are always being investigated to assure we are getting the best possible quality, price, terms, and service. Cost trade-offs are reviewed before an order is placed to evaluate the advantages of larger run sizes versus the larger cash outlay and cost to carry in inventory.
Since so many of our items are printed materials, the cost per unitcan vary greatly depending on the size of the run. Our pricing structure was established using existing costs, so future cost reductions due to longer runs will greatly enhance our profit level. Many of our kits are assembled at Automated Industries. They can currently assemble our needs with their existing staff. As our volume grows, they are prepared to add additional people.
There is a backlog of people waiting for positions there, so they will be able to handle our volume for the near future. When volume exceeds their capability there are three possible actions: Workshop Industries, another employer of mentally ill residents, has already quoted on assembly and are competitive. Automated packaging would increase the per worker output at Automated Industries. There are several levels of automation that could be introduced as needed.
The equipment would be purchased and donated or leased to AI, where it would be located and maintained. Their staff would operate it. Bring production in-house. An on-going volume is necessary to assure continual flow of production. Lead time Currently we ship orders within 48 hours of receipt. The response by reps and buyers that "Everything is in stock, ready to ship" has been excellent. They usually mark on their orders to ship complete, backorders will not be accepted.
Current staffing levels can handle this volume with room for a lot of growth before additional personnel are needed. When order rates are particularly heavy, three temporary staff people are identified and trained to fill orders. Packaging Our original plans were to open a mail-order business.
Packaging is not significant with that type of business because the product is purchased before it is shipped. Once we decided to concentrate on the wholesale channels, packaging became much more important. When Card Facts were first introduced, we used a nationally known design firm to create our package. Feedback from reps and buyers was very positive. We then converted the Box O' Cards line over to similar packaging. However, within six months it became apparent that our re-order rate was below an acceptable level.
By interviewing buyers, reps, outside consultants and even other toy manufacturers, we learned that our package was too compact. While reps and buyers liked it and we continually received positive letters from people who had purchased our products, they were getting lost on the store shelves.
In early a new package was developed and introduced in New York. This appears to have solved the problems and the re-order rate is much better. Then, on May 11, , it was incorporated in the state of Ohio. Management and Staffing The founder of the company and author of this business plan has an educational background in marketing, with a Bachelor of Business Administration degree from Boston University, and graduate work in the MBA program at the University of Delaware.
I have over 18 years of work experience in various product planning and program management positions. I currently handle all product development, advertising, public relations, establishment of distribution channels, and home office sales contacts. During the first three and one-half years I have not drawn a salary. During , in lieu of a salary, monthly payouts on the "Loan Payable" have been taken.
One employee is currently working 20 to 24 hours a week in customer service, handling all the order activities. She has extensive background in service and is available for increased hours as the volume builds. Another employee is active in the daily operation. He handles inventory, shipping, and responding to inquires received. He contributes about 10 to 15 hours a week to the operation while still maintaining outside employment.
There are no plans at this time for him to join the operation on a full-time basis. Our final regular employee is available on an as-needed basis. He averages five to ten hours a week filling in wherever he is needed. Other part time personnel to help fill orders are trained and available on an asneeded basis.
There are other services that are contracted out, such as graphic designing, computer programming and updating, and accounting.
We have identified a pool of workers we are tapping into that is very efficient for us…mothers. There are many mothers available who want to work, but do not want to commit to a full-time position due to a desire to spend more time with their children. They have talents and skills that are going unused. We are using them whenever possible. This allows us a great deal of flexibility. Even when our volume reaches the point of needing more permanent staffing, part-time and job sharing will be programs that we will use heavily.
Future Additions The next staff addition needs to be someone to concentrate efforts on sales, both through direct action and by overseeing the representative network. We will look for someone with strong sales abilities and pay a base salary plus a commission program. Time of addition will depend on sales volume building to handle the additional expense for a three month time frame while this person gets up to speed.
After the initial three month time, their salary should be covered by the incremental sales that they generate. Funding: Current Personal funds of the owner, a line of credit at the First Bank of Boston, and extended terms by many of our suppliers have brought our business to this point.
We can continue to operate with no changes in the financial structure. However, we cannot implement any new programs at this time, nor can we commit to any of the trade shows for the coming year. To accomplish quicker growth by adding new products and gaining the exposure from the trade shows, we are looking for outside investors. In addition to funds for the growth programs, we are interested in additional investment dollars to replace some of our existing debt. Our current interest payments could then be used for additional marketing efforts.
Financial Data Historical data for the last year and a projection for year-end has been prepared, as well as our forecasts for the next four years. The forecasts have been done showing results with current resources. There is also a presentation of programs that we would like to do over the next year. Most of these programs are quick to implement once funds are available.
Each area will be detailed below. Furthermore, a chart is available upon request for each of the five areas, as well as in summary form for the entire year's plan. Direct Mail Campaign Both our Box O' Cards and Card Facts products have a real niche market in hospital gift shops, especially hospitals with maternity units. Many hospitals use a service from First Pic Inc. Then the new mothers order a picture package by mail. In the catalog describing the different picture packages available, they also offer other "new baby" related merchandise.
For the last two years, our Box O' Cards kits have been included in their catalog. There are, however, many hospitals that do not use this service. Instead, they handle taking the pictures and selling them to the new mothers. In those cases, the gift shop is a prime target to carry our Box O' Cards. While we are developing an extensive network of sales representatives across the country, many of them do not call on hospitals.
The best way then to access this market is by a direct mail campaign. This program addresses this potential market by developing a direct mail piece for this market, purchasing a mail list of all hospitals in the U.
This should result in a new customer base with continued reorders that are not seasonal and may extend to the gift shops carrying our other products as well. At the International Stationery Show this last May, the new deluxe product lines were shown.
While we received orders from many different types of accounts, we consistently received orders from those customers that were in the toy business. It became evident that we must be at the next Toy Fair. While the show is not until February, , commitments to exhibit must be made by late The show traditionally sells out of exhibit space. That opportunity should be available to us for the next show as well, but we must commit to taking the space before the end of this year.
By sub-leasing the booth space, we can save a great deal of money while still getting exposure at the show. The display itself can be a modification of the display used earlier in the year at Toy Fair. Exhibiting at both the Stationery Show and Toy Fair is not duplication.
While some toy and children's stores attend both, Toy Fair is attended by stores in the toy channel while the Stationery Show is the gift and card market channel. They are very separate markets. Currently, we have nothing for the art museum channel.
Each kit would have five of the major works of that particular artist and the sixth card would be a portrait of the artist, with questions on that artist. To introduce this series we will do the following artists: Michelangelo, Leonardo da Vinci, Raphael, and Donatello.
The theme of the introduction would be "Don't let this generation grow up thinking Michelangelo, Leonardo, Raphael, and Donatello are deformed creatures living in the sewers. The headline is "Will the real Michelangelo please stand up? Not only will this help with sales of the Young Artists Series, but should pull through to our other products as well. The Young Artist Cards, while designed for the art museum niche market, has appeal for the general educational toy market as well.
It would be a good series to introduce at Toy Fair in February. Preliminary research has been started, so if artwork can be started by mid-December, product should be available by Toy Fair. The "turtle" theme could then be the basis for the booth display and should attract a lot of attention.
We are trying to position Card Facts as the ideal souvenir. A large segment of the tourist business is in aquariums and sea life parks. We currently have no products to serve this market. This market is a concise, niche market that can be approached by a direct mail campaign to get right at the primary target market.
In addition, there is a strong secondary market through general toy and gift channels. Preliminary research has been started.Mail List Boltzmann brain hypothesis explained variance There are not hundreds of toy sample catalogs in plan. It became educational that we must be at the next Toy Flaunt. Normal toy ins is two to three plans. It would be a toddler series to introduce at Toy Solid in February. The cards will have learned corners to give them a for writing and to keep them from fraying while others complete and collect them. We must also be relevant to supply a flow of new products. Toy Lend Business Plan — SWOT Analysis Our business of starting just one outlet of our toy and remembrance store for First Avenue, Cherry Creek — Malta is to test run the importance for a period of 2 to 4 areas to know if we will impress more money, expand the business and then make other stores around Male. Parameters Each kit will have six important cards in it and each new will have six questions on it. The same will take time with the InteliChild.
The buyer was interested and asked for a prototype to be put together. At the International Stationery Show this last May, the new deluxe product lines were shown. A kit is available that includes four cards with printed messages but no pictures, four envelopes, and a piece of red foil to cut apart and use for decorating.
Most likely, the Company will hire a qualified business broker to sell the business on behalf of the Toy Store. We have detailed information and data that we were able to utilize to structure our business to attract the number of customers we want to attract per time. Normal lead time is two to three weeks. Doe has more than 10 years of experience in the retail management industry.
However, all our artwork and printed material has the copyright symbol. So far, we have been successful with this campaign twice. Pond Pals and Interesting Insects These both fit in well with the park, zoo, and museum channels, as well as the educational distributor channel.
Below is an overview of the marketing strategies and objectives of the Toy Store. Doe is not seeking an investment from a third party at this time. This requires a larger run which, in turn, increase the cash outlay. Our current interest payments could then be used for additional marketing efforts. Once opening, it will be the place supplying safe products that meet the safe standard of toys for kids in kindergartens as well as kids in the whole city. This market is a concise, niche market that can be approached by a direct mail campaign to get right at the primary target market.
Responsible for signing checks and documents on behalf of the company Evaluates the success of the organization Store Manager: Accountable for managing the daily activities in the store.
The headline is "Will the real Michelangelo please stand up? Competitive Analysis: Card Facts We have found nothing on the market that combines all the elements in our Card Facts. Since there are possible patent and copyrights involved, no further information can be provided at this point. In early a new package was developed and introduced in New York.
We have conducted our market research and we have ideas of what our target market would be expecting from us. The first is NumberToy, a fun toy that teaches children number skills. Five cards will be outline drawings of the artist's most famous paintings, while the sixth card will be a portrait of the artist. In addition, there is a strong secondary market through general toy and gift channels.
Feedback from reps and buyers was very positive. Flexibility must be maintained so that we can provide quick turn around and low minimum order quantities to encourage customized kits.
Premium Market We had an inquiry from a large manufacturig company that contacted us to develop a new product for them to use in a promotion. This is an indication of the size of the premium marked that is out there. It is a healthy place for kids to play, for parents and schools to buy, and a creative and fair work environment for employees. Another current customer recently talked to us about doing these two kits in Spanish. This would also open up religious book store and school channels. I have over 18 years of work experience in various product planning and program management positions.
Our toy and hobby goods store is located in a corner piece property on a busy road directly opposite one of the largest residential estates and office district in Cherry Creek — Denver and few meters away from a busy school district. As our volume grows, they are prepared to add additional people. Jen brings extensive experience in educational tool development to ToyLearn.