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
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.
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.
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.
- 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.
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.
- Low-cost equipment
- The absence of such database at all local product markets
- Skilled labor force
- Low operational cost
- Use of high technology
- The creation and updating of database may take a lot of time
- Poor marketing materials
- High taxes for this kind of service
- Changes in tax structure
- The Increase of customer demand level
- The government policy for supporting the small business sector
- Increased competition
- Economic downturn or recession
- The decrease of customer demand level
- The absence of competitors
- Broad approach that is provided by the use of Internet and telephone consultations
- Polite and affable personal
- 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
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.
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.
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:
| № | Type | Name | Size | Season | Country of origin | Year of production | Color | Price range | Location | |
| Market | Pavelion | |||||||||
| 1 | Jeans | Angara | 32 | Summer/Fall | Russia | 2001 | Red/Green/Blue/Black/other | $20--$32 | “Irkutskiy” | #1,#102, #176 |
| 2 | Jeans | Lee | 32 | Summer/Fall | China | 2002 | All | $30--$62 | “Irkutskiy” | #17,#78 |
| 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.