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Business Plan Presentation

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by

Rupert Wilson

on 16 July 2014

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Transcript of Business Plan Presentation

Providing A New Life For Waste Foil
Envirofoil
The Product Idea
Portable, foldable and thermally insulating drinks containers made from recycled materials
Crisp packets are primary material and sealed together using a heat sealing machine
First product to made by Envirofoil. Highly adaptable into multiple products.

Two key USPs:
Made from recycled components.
Collapsible structure allows for easy transportation.

Mission Statement:
‘Envirofoil has been founded to provide sustainably made portable drinks containers to the mass market at an affordable price, which undercuts our competitors, whilst maintaining a high level of quality in our products. In the short-term the mission is to increase production locally in the Leeds region and sell our products through a variety of vendors, including a social enterprise. The longer term mission is to expand sales to other cities across the UK and move into the international re-usable drinks container market, whilst developing an increasing product range.’
Contribution to Sustainability
Economic Considerations
Social Considerations
Marketing
Product
Environmental Considerations
Management & Stakeholders
Business Model
Contribution to Sustainability
Contribution to Sustainability
Price
Place
Promotion
Operations
Finances
One of three elements to sustainability
Exist as a profit making sole trader
Employing a workforce by the end of year 3
Contributing to local and national economy through national insurance and tax contributions
Use of a waste material (crisp packets) which are currently unrecylable.
Offering an alternative to bottled water, which is environmentally unsustainable.
Encouraging a re-use culture through re-filling the product with tap water (much cheaper and less environmentally damaging).
Sales through Fabrication, a social enterprise in Leeds City Centre, selling art, craft and fashion items.
Can accommodate a small exhibit style selling space for a comission of 10%.
Addressing social end economic considerations simultaneously.
Market Research
Primary Research:
Focus group with artists

Online questionnaire:
Used to gain key information from potential customers.
Helped gain information concening the four Ps.
Sample size of 70, distributed through e-mail and social media to a wide demographic group.



Semi-structured Interviews:
Leeds University Union - community affairs officer. Has strong knowledge of Leeds' recycling efforts and offered remarks about product itself.
Artist based in Greenwich: similar products, same selling point, different methods - good for advice.
Secondary Research:
Market Analysis:
Re-usable bottled water market worth £2billion (BBC, 2010).
Bottled water market reached. saturation - provides an opportunity.
Internet ordering significant increase - potential for investment.



Competitors:
Minor competition currently, especially in collapsible drinks containers. Majority of sales through the internet - variable prices.
Aquatina - closest competitor:
Appared of Dragons Den in 2010. Rejected on environmental grounds.
This product addresses the issues raised by the dragons - made from recycled components.
Sold 100,000 units.
Priced at £4.99.
References
Adams, C., Frost, G & Webber, W. (2004) Triple Bottom Line: A Review of the Literature. IN Henriques, A. & Richardson, J. (ed.) The Triple Bottom Line, Does it All Add Up? Assessing the Sustainability of Business and CSR. London: Earthscan, 17-25.

BBC (2010) Dragons’ Den – Aquatina [online] http://www.bbc.co.uk/dragonsden/entrepreneurs/guyjeremiah.shtml [accessed 07/02/13]

DEFRA (2013) Waste and Recycling [online] http://www.defra.gov.uk/environment/waste/ [accessed 06/01/13]

Henley, J. (2010) The Guardian: Crisps, a very British habit [online] http://www.guardian.co.uk/lifeandstyle/2010/sep/01/crisps-british [accessed 05/01/13]

Intellectual Property Office (2013) Applying for a Patent [online] http://www.ipo.gov.uk/types/patent/p-applying/p-cost.htm [accessed 08/03/13]

Mendelow, A. (1991) ‘Stakeholder Mapping’, Proceedings of the 2nd International Conference on Information Systems, Cambridge, MA (Cited in Scholes, 1998).

Mintel (2013) Crisps, Salty Snacks and Nuts – UK – January 2013, [online] http://academic.mintel.com/display/651413/ [accessed 21/02/13]

National Geographic (2013) Water Bottle Pollution Facts [online] http://greenliving.nationalgeographic.com/water-bottle-pollution-2947.html [accessed 31/01/13]

Start-Up Loans (2013) Frequently Asked Questions [online] http://www.startuploans.co.uk/faqs/ [accessed 08/03/13]
Available in storage capacity of 500ml.
Survey responsents indicated primary usage as water bottle, followed by hot drinks.
Leakage hazard issue raised.
Will be design patented.
Will have the BRC consumer product global standard for consumer confidence.
Trademark of company name.
Q:What does the product cost to produce? A: £0.22
Q: What are competitors charging? A: Aquatina priced at £4.99
Q: What are customers prepared to pay? A: 60% of respondents prepared to pay over £4.00

Taking the above into consideration, product will be priced at £3.99. Use of psychological pricing strategy.
Market research highlighted fairly even split beteeen different sales locations (highstreet shop, supermarket, online).
Will be sold through both online retailer eBay, and through social enterprise Fabrication in Leeds.
Two USP's will be marketed strongly to emphasis differential advantage.
'Space Camel' concept - quirky likeable and eye catching logo.



Method of Advertising:
Strong social media focus - limited cost.
Advertising available through Fabrication as part of the sales terms - minimal cost.
Product aimed at the mass market.
Widely applicable usage and is not gender, age or income specific.
Customers
Who are they?
Market Research - Key Findings:
60% did own a portable drinks container (excluding re-filled item of bottled water).More than 50% of respondents used the product 'everyday' or 'frequently'.
Would be used primarily for sport/exercise, or general usage away from home.
Stakeholders
Suppliers:
Deal already established with Leeds University Union. Collection point for materials can be set up for FREE alongside current recycling stations.
Other sourcing in future if needed from other institutions or Seabrook's crisps 'miss-printed' packets.
Daily Operations
25 portable drinks containers made a day, 5 days a week.
Manufacture will take approx 6 hours/day.
2 hours afterwards spent processing online orders and posting them, maintaining the eBay online shop and marketing through Facebook and Twitter.
1 hour per week spent collecting raw materials from LUU and delivering finished products to Fabrication.
Technical issues
Key Financial Costs
Start-Up Loan:
To cover the costs of start-up, totally just £1680, for machinery, insurance, product standard etc.
Start-Up Loans - a government backed scheme helping fund young entrepreneurs aged 18-30 in England.
NO LIMIT on amount of loan you can recieve, although average is £2000. Will be paid off over 2 years, starting month six, year 1.
Fixed rate of interest at 6%.
3 months free eBay insertion fee and 6 month reduced PayPal transaction cost.
Mentoring assistance as part of package, from business professionals.
(Start-Up Loans, 2013)
Finances
Key Financial Statistics:
Patent:
Gross margin per product: 94.49%
Revenue, year 1: £26,152
Revenue year 2: £29,940
Revenue year 3: £29,940
Break-even point: month 33
Will be required to protect the manufacturing procedure from substitute products being made by a competitor.
Cost: £250 processing fee (Intellectual Property Office, 2013)
Application assistance from professionals as part of Start-Up loans scheme.
Life Cycle Assessment
Contribution to Sustainability
Considering the life cycle approach to optimise efficiency and limit environmental impact
Management & Stakeholders
Goals
•To expand into other physical points of sale within one year.
•Expand production capacity by employing a small workforce of 2 to 3 employees by the end of year 3.
•Expand into the international market within 5 years.
•Expand the product range by the end of year 5.
Operational Level Strategy
Making the day to day operations as efficient as possible, by carefully planning a daily schedule, factoring in manufacture time, finance, marketing, supplier and distribution care.
Business Level Strategy
Use of Porter's 5 forces model to evaluate the competitive environment and see the industry attractiveness. 4/5 of the forces were low, meaning the industry is attractive to enter into.
Corporate Level Strategy
Expand the physical point of sale network.
Expansion of capacity with the aim of hiring one to two additional employees by the end of year 3.
Contamination in collection of materials.
Cleaning the raw materias after collection.
Aesthetics of the product - addressed using 'Space Camel' branding.
Sole Trader:
Limited initial capital investment required (£1680), meaning minimal risk of debt buildup.
Full flexibility over control. Initially no employees, therefore less need for more structured security.
Potentially become a private limited company by the end of year 3, when more employees needed.
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