Final Report Business Plan (2013)

Trabajo Español
Universidad Universidad Politécnica de Cataluña (UPC)
Grado Ingeniería Telemática - 1º curso
Asignatura ENTIC
Año del apunte 2013
Páginas 13
Fecha de subida 04/12/2014
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[The Internacional Submarine Project] Final Report Business Plan Document: [Bussines_Plan.doc] Final Report Business Plan [The Internacional Submarine Project(TISP)] Date: 17/05/2013 Rev: 02 Page 2 of 13 REVISION HISTORY AND APPROVAL RECORD Revision Date Purpose 0 1 14/05/2013 3 17/05/2013 Arnau Cuscó Rovira Esteban Segarra De León Ivan Rusi Valverde 15/05/2013 DOCUMENT DISTRIBUTION LIST Name E-mail Ivan Rusi Valverde (student) Marc Peig Albiac (student) Joaquim Pla (student) Arnau Cuscó Rovira (student) Esteban Segarra De León (student) ivan.rusi@alu-etsetb.upc.edu marc.peig.albiac@alu-etsetb.upc.edu joaquim.pla.parra@alu-etsetb.upc.edu arnau.cusco@alu-etsetb.upc.edu esteban.segarra@alu-etsetb.upc.edu José Adrián Fonollosa (professor) Joan Sardà (professor) jose.fonollosa@upc.edu joan.sarda@upc.edu WRITTEN BY: REVIEWED AND APPROVED BY: Arnau Cuscó Rovira Ivan Rusi Valverde Date 14/05/2013 Date 17/05/2013 Name Arnau Cuscó Rovira Name Ivan Rusi Valverde Position Docum. Resp.
Position Project leader Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 3 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 0. CONTENTS 0.
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CONTENTS ..............................................................................................................................3 PRODUCT DESCRIPTION .......................................................................................................4 DAFO ANALYSIS .....................................................................................................................5 VALUES ...................................................................................................................................6 MISIONS AND VISION .............................................................................................................7 DESIGNING BUSINESS STRATEGY .......................................................................................8 MARKETING ............................................................................................................................9 COSTS ...................................................................................................................................91 CONCLUSIONS.................................................................................................................... 132 Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 4 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 1. PRODUCT DESCRIPTION The product we offer is a remote control submarine focused to the entertainment and toy sector.
That submarine has two functions: the first one pretend to be controlled by itself in a far distance into the water. The second one will be to see what submarine sees. It’s important to note that all this process will be in real time, so we can know at all time where’s our submarine and what is he seeing under the water. Something important to note is that it will be in real time so as to be able to know at all times where our submarine and what's under the water. In addition, we will be able to take some pictures and make some videos of all what we want.
Capturing images is held by a camera and a wireless receiver, which transmit and receive images.
All photos and videos taken are stored in an internal memory that will be on the remote control, where there will be a seven-inch LCD screen where you will see the images. In this command also ind a slot for inserting a memory card, and a USB port with which we can transfer or copy our recordings to our PC.
The classic fans drone submarines will have the option to acquire the simple model with the sole function of being a remote controlled car able to go underwater.
Another important issue is that our submarine will be made with recycled materials.
The submarine will be powered by two electric motors that allow forward movement and backward due to its ability to rotate in both directions. The movement up and down and sideways through flaps may be equipped with motion. Two side flaps allow adjustable tilt up and down movement, and a rear spoiler will allow lateral movement.
The outward appearance is also attractive. You will have a form similar to a submarine exploration and have three colors: black, metallic gray and yellow.
Finally, our submarine will have a particular characteristic. All the pieces that will be formed will be completely dismantled, except for a few essential to its operation. In other words, all the components of the submarine will be easily replaceable without having to disassemble components run the risk of not knowing then recompose. This facilitates the replacement of any part in case of break or be damaged or if it is wanted to replace such portion by a more modern or potent.
Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 5 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 2. DAFO ANALYSIS - Internal Weaknesses  Lack of experience.
 Shortly number of workers.
 Little knowledge of our brand for the consumer.
Strengths  Large degree of creativity.
 Very enterprising, fearless to the market.
 Willingness to work.
 High degree of attempt to please children (our main consumer) by their parents, familiars,… This fact strengthens the toy industry.
- External Amenaces  Competition other groups.
 Possible disinterest of product.
 High market price of the toy.
 Shortly number of investors.
 Great time of economic crisis.
Opportunities  Business untapped.
 Great opportunity to capture consumers thanks to the low presence (or none) of our product to market). In the children's market a once a child has something unprecedented may encourage his environment to want the product.
Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 6 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 3. VALUES Our values are the qualities that distinguish us and guide us. They supports our mission and we have them into our daily work always present. The values of our corporate culture are: Teamwork: We believe that the basis of the functioning of a company lies in its employees and if they cooperate, exchange ideas and have a good relationship between them; it helps to enrich and enhance the quality of the product we offer.
- Responsibility: Our company wants to show a commitment to customers, workers and investors of the actions we take and ensure the status and results of the products and services we provide.
- Respect: We want to offer a fair deal, valuing and considering the needs and interests of the people around us to adapt and show us close to them.
- Sustainability: For us it is essential to develop considering all factors in order to avoid compromising the future. We try to act responsible towards our employees, society, and with an especial emphasis the environment.
- Passion: We like what we do and why we do it and only this fact push us to improve and give the maximum from ourselves, we really want to send this interest with our products.
Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 7 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 4. MISION AND VISION Mission Provide entertainment and diversion with our toys which are created with recycled materials and arouse our client’s interest in science and technology besides the environment.
Vision Consolidate our position in the market for toys, adding new successful lines of products that will be identified with a high standard of quality and respect for the environment.
Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 8 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 5. DESIGNING BUSINESS STRATEGY First of all what our company considers essential, not only for our business but for anyone, to be successful is to have a willingness and desire to keep going even when things do not work well at times besides an open mind and predisposition to changes and broader solutions. Precisely this is our way of doing and thinking and being young and eager to work we will strive to move forward in spite of our lack of experience.
Currently we are in an economic crisis and many think that it is more difficult to be successful, it's partly true but we believe it is also one of the best times to start our business, because if we get a place in the market there will not be new threats from new businesses due to lack of entrepreneurs and a more selective clientele.
Therefore to attract the attention of customers we use a strategy based on differentiation and we want our products to be recognized for their high quality and uniqueness. These identifying features will be explained better in marketing but we want to reiterate that our strategy will be based on our corporate values such as concern for the environment. We believe it will help to attract customers who share these same ideals despite the higher price.
For now we will focus on the success of the submarine and if it has good acceptance in the market but do not discard in the future to introduce new product lines also related to the same sector of toys.
Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 9 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 6. MARKETING Our product fills the need of entertainment and fun as well as satisfying the curiosity and arouses the interest in technology and at the same time by nature.
The market we are addressing is the entertainment industry and toy store, specifically aimed at children and teenagers. At first we will focus on the local market, the Iberian Peninsula, and particularly in coastal areas where our product can be considered as a good choice and useful to be bought and be taken into consideration. After several reviews we decided to divide our market into two segments: one for people who is interested in quality rc submarines and prefer a more affordable product, and the second for people who expect more functionality from these devices.
We are aware that our product does not present a significant innovation in our industry, therefore we have added some new features that make it highly attractive in comparison with the rest apart of being a high quality product. The first and most significant is that our submarine, using a camera and a wireless receiver, will be able to capture and transmit images and videos in real time. Thus, in addition to taking photos, it lets see everything underwater and satisfy the curiosity of the client.
Imagine how attractive the idea sounds to observe marine wildlife and vegetation. And the second but not least important, our submarine is built with recycled and reusable materials, which attracts the attention of people interested in the environment.
If we define our product, we see a radio-controlled underwater toy which is aimed at children and young people in order to entertain and amuse, with moderately priced (due to the materials it is made) and used for a person in environments where there is some water capacity.
Technically what we are selling is a submarine which consists of a plastic housing available in different colors, some motors, xips and electronic circuits with a remote control that allows the submarine’s wirelessly control, all packaged in an attractive carton where it is specified the characteristics of the product, with pictures and the name of the brand. In some models, as we have said, the whole system would include the capture, transmission and playback of the camera which would incorporates.
Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 10 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] In addition to the characteristics of the product, we plan to incorporate a manual, technical specifications and risks of this product. Also, as our values say, we are convinced of the quality of our product and to demonstrate this commitment to customers, we will offer a guarantee of one year. As mentioned in the introduction, we will add complements and accessories to replace damaged parts or to enhance product’s capability.
The distribution of our product will be through logistics and courier companies, who will be responsible for getting it directly to consumers, stores or establishments that accept to sell our products. We will incorporate an online payment service, in order to let clients make a purchase from their own homes safely and reliably for 24 hours, 365 days a year.
We are planning to announce us on television, magazines and catalogs of toys and of course on internet.
Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 11 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 7. COSTS To calculate the necessary investment we choose to apply Full Costing method. So we’re going to consider all cost exists but not directly related with the manufacture of our offered product.
- Factory and offices (industrial park): 300.000€ - Engineers team (who design the submarine): 5.500€ - Machinery: 30.000€ - Camera and receiver wireless 50€/unit - Remote control (with all utilities): 30€/unit - Comandament de control remot simplificat: 15€/unit - Electric engine: 10€/unit - Other stuff 20€/unit - Workers (gross salary): 1.000€/ month - Extra personal (offices, customer service,etc): 1.100€/ month - Administration staff (gross salary): 1.100€/ month - Management team (gross salary): 1.300€/month - Marketing: 20.000€/year - Webpage: 6.000€ - Others (distribution, electric energy, etc) 2.000€/month The full cost of manufacturer each submarine is: 120€/submarine.
The simple model of the submarine will have a cost of: 45€/submarine. We will fix the submarine price of 240€/unit. We will fix the price of simply model of: 75€/unit Initially we hired about 15 workers for the assembly, about 5 administrative charge of doing the accounting of the company, 5 people in customer service and extra work and 2 people in charge of management.
Considering all these aspects, the total costs in the first year, assuming a constant monthly consumption would be: 1,412,700€.
The rest of the years, due to cost nonpermanent (f.ex. machinery), annual costs are lower: 1,071,200€ / year.
Document: [Bussines_Plan.doc] Final Report Business Plan [The Internacional Submarine Project(TISP)] Date: 17/05/2013 Rev: 02 Page 12 of 13 It is important to note that these calculations were made assuming a monthly consumption of 400 submarines and 200 simple submarines month to month in order to calculate the manufacturing cost of the products.
Therefore, the annual production volume is: (400 units / month + 200 units / month) x 12 months = 600x12 = 7200 units / year.
Of these 7,200 units 4800 are of the submarine complex model and 2400 of the simple model.
Assuming constant volume production the annual profits would be 1,512,000€ / year.
Analyze the results of the first three years: PROFIT CALCULATION (Full Costing) Years Revenues Total Cost Margin 1st 1.512.000€ 1.412.700€ 39.300€ 2nd 1.512.000€ 1.071.200€ 440.800€ 3rd 1.512.000€ 1.071.200€ 440.800€ After all this calculation we could see that the initial investment will be by 1.412.700€ Establish the profitability of the investment. We will use one static method to calculate the profitability.
Payback  margin·X = investment; 440.800·X + 39.300= 1.412.700; Payback = (1.412.700 – 39.300)/ 440.800 = 3.11 (= 3 years approx.) Document: [Bussines_Plan.doc] Date: 17/05/2013 Rev: 02 Page 13 of 13 Final Report Business Plan [The Internacional Submarine Project(TISP)] 8. CONCLUSIONS Arrived at the end of the explanation, only remains to make a general consideration. To raise an enterprise from the beginning is not an easy task. We believe we have a good idea that can give good results and to be very beneficial to us and the society. We tried to convince you. The only thing more we can say is that we have put all our illusion and willingness and these feelings are what we want to transmit to our clients.
This project is not a crazy idea. We have been thinking carefully in everything necessary to make it reality. We have done calculations, we have contacted with professionals and we have reported everything possible. As a result, we have exposed all the process to carry out this project and his consequent profits.
For this reason we firmly believed that it is necessary to invest in this project and a magnificent opportunity.
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