Rainy, Steady, Go

Résumé du document

Rainy, Steady, Go's aim is to install vending machines selling cheap emergency umbrellas in tube stations in London. Our market is for people of all sexes and ages who have forgotten their umbrellas. We have two streams of income:

1. Sales of umbrellas
2. Advertisements on umbrellas

Since our product launch six months ago (installation of umbrella vending machines in 20 London tube stations) we have worked to ensure that the umbrella vending concept was one where there was a niche in the market and that allowed us to make profits. In the medium term, we plan to expand to other English cities (Birmingham, Liverpool, Manchester, Bristol, Leeds) where we will encounter a similar environment as in London. Furthermore we will diversify our product line by introducing "emergency" raincoats and colourful umbrellas for kids...

Extraits

[...] Thus, in order to cut costs generated, we have interests in considering a partnership with the London Underground. Such an alliance would be profitable for both parts, since it would obviously allow us to cut some of the most important costs. London Underground would benefit by availing of a brand new service to satisfy their customer's requirements therefore leading to a more convenient and appealing transport facility. The London Underground will also obtain a percentage of the profits made in the stations. [...]

[...] Therefore we will lease the first 20 machines instead of buying them. Leasing offers several advantages: - lease payments are tax deductible; - lease payments do not vary with interest rates, whereas commercial loans often do; - when leased equipment is obsolete, it can usually be replaced easily STRATEGY Sales Forecast Due to the fact that the number of days of rain in London experiences very slight changes over the months, the market demand should remain more or less constant. [...]

[...] Rainy, Steady, Go Index 1. EXECUTIVE SUMMARY Objectives Mission Keys to success COMPANY SUMMARY Company ownership Company location and premises PRODUCTS Product description: Umbrella Competitive comparison Sales Literature Sourcing Future products MARKET ANALYSIS SUMMARY Market Segmentation Target segmentation strategy Industry analysis Industry participants Competition and buying patterns Main competitors STRATEGY AND IMPLEMENTATION SUMMARY MARKETING STRATEGY STRATEGY MANAGEMENT SUMMARY Organisational Structure Management Team Personnel Plan Financial Plan Important Assumptions Advertising Revenue Breakeven Analysis Projected Pro Forma Profit and Loss in Pounds Cash Flow analysis Balance Sheet : Ratios Apendice Rainy Steady Go Organizational Structure Quarterly Pro Forma Profit & Loss (next two years) in pounds Quarterly Pro Cash Flow (next two years) in pounds London Underground 2003 25 most busiest Entries and Exits Average Precipitations in Greater London Advertising costs for year Survery Results Bibliography EXECUTIVE SUMMARY Rainy, Steady, Go's aim is to install vending machines selling cheap emergency umbrellas in tube stations in London. [...]

[...] Rainy, Steady, Go will target all segments of the population: children, teenagers and adults. Frequent users of the tube will be of special interest as tube stations will be the main locations of our units. Our aim is to provide a convenient service for people in a hurry without them having to get wet Target segmentation strategy Ready, Steady, Go will target the low to medium to high income consumers who require a convenient and emergency service in times of need and in a hurry. [...]

[...] This will enable us to expand geographically within the United Kingdom. The prior calculations are based on the fact that easy jet as our partner contributes 40 pence per umbrella sold. As we have received a special business start-up loan, we don't have to pay it back before the forth year of business. Any further details can be derived from the pro forma financial statements. We consider the presented scenario to be realistic and to confirm the profitability of our business. [...]