BBQfun Marketing Plan...Australia have opened up significant opportunities for internet shopping and...

BBQfun

Marketing Plan

1st edition version: 1 BSBMKG507A Interpret market trends and developments © 2015 Innovation and Business Industry Skills Council Ltd

Table of contents

1. Executive Summary .....................................................................................................1

2. Situation Analysis ........................................................................................................1

2.1 Market Summary .................................................................................................1

2.2 SWOT Analysis ................................................................................................... 3

2.3 Competition ........................................................................................................ 4

2.4 Service Offering .................................................................................................. 5

2.5 Keys to Success ................................................................................................... 5

2.6 Critical Issues ...................................................................................................... 6

3. Marketing Strategy ..................................................................................................... 6

3.1 Mission ................................................................................................................ 6

3.2 Marketing Objectives .......................................................................................... 6

3.3 Financial Objectives ............................................................................................ 6

3.4 Target Marketing ................................................................................................. 7

3.5 Positioning ........................................................................................................... 7

3.6 Strategy Pyramids .............................................................................................. 8

3.7 Marketing Mix ..................................................................................................... 8

3.8 Product Development ......................................................................................... 8

3.9 Marketing Research ............................................................................................ 8

4. Financials, Budgets, and Forecasts .............................................................................. 9

4.1 Break-even Analysis ............................................................................................ 9

4.2 Sales Forecast ..................................................................................................... 9

4.3 Expense Forecast ................................................................................................ 9

5. Controls ..................................................................................................................... 10

5.1 Implementation Milestones ............................................................................... 10

5.2 Marketing Organisation ..................................................................................... 10

5.3 Contingency Planning ........................................................................................ 11

6. Sales and Customer Data ........................................................................................... 11

6.1 FY2014 customer survey results (survey of 500 customers) ................................ 11

6.2 Sample of FY2014 customer spends on BBQ equipment (Brisbane area) $ ........ 11

6.3 Comparison of two Brisbane areas customer data FY2014 ................................. 12

6.4 Market Share ..................................................................................................... 14

6.5 BBQfun Sales Performance 2011–2014 .............................................................. 14

6.5 BBQfun Sales Performance break down by item 2011–2014 .............................. 14

BBQfun Marketing Plan

BSBMKG507A Interpret market trends and developments 1st edition version: 1 © 2015 Innovation and Business Industry Skills Council Ltd Page 1 of 13

1. Executive Summary

BBQfun will be the leading outdoor lifestyle retailer, catering to the growing need for

furnishing new and renovated dwellings in the greater Brisbane area. The assortment offer

of BBQs, outdoor furniture and BBQ accessories will position BBQfun as best-in-class for

outdoor lifestyle retailing.

BBQfun will reinvent the way people shop for outdoor lifestyle products. BBQfun will build

its reputation on offering the fullest assortment of products possible, incorporating both

local and imported goods with products sold on easy to manage long-term payment plans.

Our after sales service and three year guarantees will find traction with a market dominated

by low quality items.

2. Situation Analysis

BBQfun is close to entering its third year of operation. The initial rollout of stores has been

well received, and marketing is now critical to its continued success and future profitability.

The store offers wide ranging outdoor lifestyle items on easy-to-manage payment terms

and supplies a three year guarantee on every item sold. The basic market need is for quality,

fashionable and unique outdoor lifestyle items that caters to the house-proud needs of our

market.

2.1 Market Summary

BBQfun possess good information about the market and knows a great deal about the

common attributes of our most prized and loyal customers. BBQfun will leverage this

information to better understand who is served, their specific needs, and how BBQfun can

better communicate with them.

2.1.1 Market Demographics

The profile for the BBQfun customer consists of the following geographic, demographic,

and behaviour factors based on a local Chamber of Commerce report:

● Overview greater Brisbane area:

○ high population growth of 5% per year

○ new homes and renovated homes growing from a base of 50,000 per year

○ low unemployment of 4.7%.

● Geographic:

○ our immediate geographic target is the area of Brisbane with a population of

1,000,000

○ a 30 km geographic area is the average store market footprint

○ the total targeted population is estimated at 250,000.

Marketing Plan BBQfun

1st edition version: 1 BSBMKG507A Interpret market trends and developments Page 2 of 13 © 2015 Innovation and Business Industry Skills Council Ltd

● Demographics:

○ male and female

○ ages 20–50, this is the segment that makes up 50% of the Brisbane new and

renovated house markets, according to the Chamber of Commerce

○ high % of young professionals who work in the central business district

○ high % have attended college/graduate school

○ an average household income of over $130,000.

● Behaviour Factors:

○ no concerns about debt; will borrow on the future to enjoy today

○ looking for security in purchasing

○ looking for the ‘house-proud’ factor in outdoor lifestyle purchasing.

2.1.2 Market Needs

BBQfun is providing its customers with a wide selection of merchandise in its chosen field.

BBQfun seeks to fulfil the following benefits that are important to their customers.

● Selection – a wide choice of options.

● Accessibility – the patron can gain easy access to the store with minimal wait.

● Customer service – the patron will be impressed with the after sales service and

guarantees.

● Competitive pricing – all products/services will be competitively priced relative to

comparable high end outdoor lifestyle lines.

Above all, BBQfun believes that easy access to stores with extensive choices in our chosen

fields, that are sold on an easily managed payment plan with a three year guarantee are the

keys to our customer’s needs and wants.

2.1.3 Market Trends

The market trend for outdoor lifestyle stores is headed toward a more sophisticated and

informed customer. The outdoor lifestyles patron today relative to yesterday is more

sophisticated in a number of different ways.

● Item quality – the preference for high quality items is increasing as customers are

learning to appreciate the quality differences.

● Unique – our patrons appreciate the opportunity to include outdoor lifestyles in their

home that stand out from the mass produced and low quality items.

● Selection – people are demanding a larger selection of choices; they are no longer

accepting a limited offer in outdoor lifestyles.

The reason for this trend is that within the last couple of years there has been an explosion

of media in the form of TV shows and magazines that have promoted exotic and different

outdoor lifestyles. Consumers no longer need to accept a limited number of options. With



more choices, patrons have become more sophisticated. This trend is intuitive as you can

observe a more sophisticated patron in larger city markets such as Sydney or Melbourne

where there have been more choices made available.

BBQfun strongly believes that customers are more interested in range of products, after

sales service and easily managed payments than any other issues. These are the reasons

that they will shop with us and become loyal patrons.

Technological developments with the broadband rollout across greater Brisbane and

Australia have opened up significant opportunities for internet shopping and for providing

information for our customers about our product range.

2.1.4 Market Growth

In 2014, the national outdoor lifestyle market reached $300 million dollars. Outdoor lifestyle

sales are estimated to grow by at least 6% for the next few years. This growth can be

attributed to several different factors. The greater disposable household income from two

income families, the greater availability of affordable and interesting quality imports with

the high value of the Australian dollar and the marketing by popular TV shows like ‘Homes

Beautiful’ and ‘Better Outdoor lifestyles’.

2.1.5 Economy

Based on economic forecasts, BBQfun assumes that interest rates are staying steady and

will have little to no effect on disposable income. The same assumption is made about

employment levels, where BBQfun assumes that unemployment levels remain the same at

4.7%.

2.1.6 Political

From research carried out, BBQfun identified that the Government focus and emphasis in

future legislative direction will be about ‘growing the economy’ and ‘population base’, which

BBQfun sees as a positive for their business model. There is also a strong push for

environmentally sound business practices in the legislative framework. BBQfun, as a

business operating in Australia, will abide by the law in all its dealings and comply with all

legislation that impact on its business activities.

2.2 SWOT Analysis

The following SWOT (strengths, weaknesses, opportunities and threats) analysis captures

the key strengths and weaknesses within the company, and describes the opportunities and

threats facing BBQfun.

2.2.1 Strengths:

● Excellent staff that are highly skilled and knowledgeable about outdoor lifestyles.

● Retail space that is bright, functional and efficient for a commercial urban district.

● High customer loyalty among repeat customers.

● Assortment of products that exceed competitor offerings in quality, range and

accessibility.



2.2.2 Weaknesses

● A limited marketing budget to develop brand awareness due to the lack of critical

mass and store cover.

● The struggle to continually fund the growing long-term repayment plans taken out by

our customers.

2.2.3 Opportunities

● A growing market in a high growth area with a significant percentage of the target

market still not aware of BBQfun’s offer.

● Increasing sales opportunities outside of our target area – greater Brisbane.

2.2.4 Threats

● Competition from local independents that can reduce prices as owner operators lower

than our staff-run stores.

● Competition from national chains moving into the Brisbane market.

● A slump in the economy reducing customer’s disposable income spent on outdoor

lifestyles.

2.3 Competition

2.3.1 National Competition

● The Yard: has a limited selection but significant depth. All Australian made. No

significant marketing or promotion. The price point is high, but the quality of products

is quite good. Not in Brisbane.

● BBQ’s R us: Broad range of outdoor lifestyle products including trinkets and

furnishings. Lots of cheap imports. Concentrating on established markets. Strong in

the replacements segment. One store in Brisbane. Mostly in Melbourne and Adelaide.

● Outdoorz: Large operations of only a few stores per city. Mass markets outdoor

lifestyles at good value prices. No imported goods. Extensive advertising. Low to

medium quality. Strong in the replacement segment rather than new and refurbished

dwellings. Gaining strength in Brisbane market.

2.3.2 Local Competition

● All independents. These stores are owned by individual owner operators. Ranges vary

according to owner preferences. There are very few imports. Mostly retailing

Australian manufactured goods. Collectively their average item sale price is $250,

they have a market share of 48%, and are growing at about 8% per year.

BBQfun does not see the competitors changing their marketing strategy or product offer in

the foreseeable future.



2.3.3 Growth and Share Analysis

New dwellings – growth in potential customers 10%. Estimated Brisbane customer

numbers in 2015 is 95,000.

Renovations – growth in potential customers 7%. Estimated Brisbane customer numbers in

2015 is 35,000.

Replacement – growth in potential customers 5%. Estimated Brisbane customer numbers

in 2015 is 120,000.

2.4 Service Offering

BBQfun has created an outdoor lifestyles range of retail products that is differentiated and

superior to competitors. Customers can see the quality of the product as it is displayed in

the stores. The following are characteristics of the product:

1. BBQfun’s credit offer is backed by a top tier bank.

2. Imported products make up 33% of the assortment.

3. The three year guarantee is unique in the market place.

4. Broadest possible range in chosen fields.

BBQfun prides itself on providing service that is on par if not better than any of the local

independent stores and far in excess of the national chains.

BBQfun will ensure that all aspects that are involved in the delivery of satisfaction to the

customer will work using an integrated approach.

At a Glance – The Prototype BBQfun Store:

● Location: a commercial, suburban neighbourhood, or urban retail district.

● Design: bright and functional.

● Size: 1,000 to 1,500 square metres.

● Employees: 15 to 20 full-time employees plus casuals

● Types of transactions: 60% cash, 40% on long-term repayment plan.

2.5 Keys to Success

Location, Location, Location.

BBQfun’s site selection criteria are critical to success. Scott Bremmer, former partner of an

international chain, helped us identify the following site selection criteria:

● new dwelling populations

● shopping patterns requiring easy access

● customer car parking counts.



2.6 Critical Issues

BBQfun is still in the speculative stage as a possible franchise concept or joint venture. Its

critical issues are:

● Committed to sales growth which allows for greater options in import assortments

and in reduced price with volume buys. This will promote our uniqueness and

contribute to improved profit margins.

● Continue to finance the easy manage long-term repayment plan for customers.

● Locate in easy access sites close to the growing markets in new dwelling

development.

3. Marketing Strategy

BBQfun’s advertising budget is set at $250,000 for the year. The advertising program will

target local letter box drops, radio and magazines. BBQfun will use direct mail and local

advertising, with coupon inserts in the BrisNews magazine likely to be the most successful

of the campaigns.

BBQfun will try to get articles about BBQfun into the BrisNews magazine. Previous features

in the BrisNews magazine has seen a dramatic increase of sales immediately after the article

was published.

3.1 Mission

BBQfun’s mission is to provide customers with the most extensive assortment of quality

outdoor lifestyle products available in the market. Our after sales service is second to none

and supported by our easily managed long-term repayment plans which make unique,

imported and high quality outdoor lifestyle affordable to all. BBQfun exists to attract and

maintain outdoor lifestyle customers wishing to purchase products that give our customers

pride in their homes. Our services will exceed the expectations of our customers.

3.2 Marketing Objectives

1. Increase sales from $11 million per year to $15 million per year in the next two years.

2. Increase our loyalty customers list from 10,000 to 16,000.

3. Establish brand recognition in Brisbane so that at least two in three people recognise

our brand in a random survey taken in 18 months’ time.

3.3 Financial Objectives

1. A double digit growth rate for each future year.

2. Reduce the overhead per store through disciplined management of expenses.

3. Continue increase our gross profit margins.



3.4 Target Marketing

The target market comprises three segments:

● New dwellings – generally want to purchase entire suites. Typically shop as couples.

Price sensitive to a point but co-ordination is the highest priority.

● Renovations – demand for high quality and different items. Unique and exotic over

rides price concerns.

● Replacement – basic functional products that replace and broken or worn item. Single

shopper. Cheap price required.

The BBQfun customers are mostly aged between 20 and 50, making up 50% of the new and

renovated dwelling market. Outdoor lifestyle stores have been very successful in

standalone, extensive car park access, close to new housing estates being established.

These areas have families who have household disposable incomes of over $40,000 per

year.

Combining several key demographic factors, BBQfun arrives at a profile of the primary

customer as follows:

● Sophisticated people who are house-proud.

● Shoppers who will drive to an easy to access store.

● Customers who require payment plans to spread their commitment over an extended

period.

● Renovators and new home builders

● 20–50 year olds.

3.5 Positioning

BBQfun will position itself as a broad assortment, quality, unique outdoor lifestyle retailer.

Brisbane consumers who appreciate high quality and uniqueness will recognise the value

and unique offerings provided by BBQfun. Patrons will be single as well as families, ages 20–

50.

BBQfun’s positioning will leverage their competitive edge:

● Product – the product will be wide ranging, quality and unique. It offers the ‘house

proud’ customer a different option from the cheap mass produced products prevalent

in the market.

● Service – BBQfun offer the only three year guarantee in the market. Our easy pay

payment scheme is just what our mortgage paying customers welcome. Our

experienced staff can assist with product knowledge second to none in the industry.

By offering a superior service in range and uniqueness, BBQfun will excel relative to the

competition and achieve our objectives.



3.6 Strategy Pyramids

The single objective is to position BBQfun as the premier outdoor lifestyles store in the

greater Brisbane area, commanding a majority of the market share within five years. The

marketing strategy will seek to first create customer awareness regarding their services

offered, develop that customer base, and work toward building customer loyalty and

referrals.

The message that BBQfun will seek to communicate is that BBQfun offers the widest, most

exotic, easy access outdoor lifestyle products in Brisbane. This message will be

communicated through a variety of methods. The first will be direct mail. The direct mail

campaign will be a way to communicate directly with the consumer. BBQfun will also use

ads and inserts in Brizzy magazine.

BBQfun also believe that the local patrons far prefer to receive information from the store

via flyers in the letterbox.

3.7 Marketing Mix

BBQfun’s marketing mix is comprised of these following approaches to pricing, distribution,

advertising and promotion, and customer service:

● Pricing – while BBQfun will price at comparable prices for comparable quality, it will

not be cheap. We push value over cheap and back this up with a three year guarantee.

● Distribution – BBQfun products will be distributed through a chain of retail stores

which customers can access easily via the large car parking arrangements.

● Advertising and promotion – the most successful advertising will be ads and inserts in

the Brizzy as well as a PR campaign of informational articles and reviews also within

the Brizzy. Promotions will take the form of in store entertainment and competitions

with prizes to exotic overseas destinations.

● Customer Service – BBQfun’s philosophy is that whatever needs to be done to make

the customer happy must occur, this investment will pay off with a fiercely loyal

customer base which is vocal to their friends with recommendations.

3.8 Product Development

It is envisaged that new products will be developed on a regular basis in line with changes in

customer taste which is targeted at every 12 months. The plan for product testing is to

engage market research firms. By getting feedback from these firms, changes can be made

or products ‘canned’ so that only tested and proven products make it onto the store

assortment list.

3.9 Marketing Research

During the initial phases of the marketing plan development, several focus groups were held

to gain insight into a variety of patrons of outdoor lifestyle stores. These focus groups

provided useful insight into the decisions, and decision-making processes, of consumers. An



additional source of market research that is dynamic is a feedback mechanism based on a

suggestion card system in store.

The last source of market research is competitive analysis/appreciation. BBQfun

management will continually visit local outdoor lifestyle stores for two reasons. The first is

for competitive analysis, providing BBQfun with timely information regarding other store’s

service offering. The second reason is that local business owners are often part of an

informal fraternal organisation where they support each other’s business.

Access to ongoing market research will also be achieved via the publications from the

Outdoor Lifestyles Association which BBQfun has become a member of recently.

4. Financials, Budgets, and Forecasts

This section will offer a financial overview of BBQfun as it relates to its marketing activities.

BBQfun will address break-even analysis, sales forecasts, expense forecasts, and how those

link to the marketing strategy.

4.1 Break-even Analysis

The break-even analysis indicates that $8 million in sales per year is the break-even point.

Fixed costs are estimated at $4.8 million. Variable costs are 40% of sales, therefore sales of

$8 million is sufficient to pay for the fixed and variable cost.

4.2 Sales Forecast

Sales gradually increased with profitability being reached by the end of FY2014.

Gross profit is anticipated at 50%

Sales Forecast

FY2014 FY2015 FY2016

Total sales 11,000,000 12,000,000 15,000,000

Gross profit 1,800,000 2,400,000 4,200,000

4.3 Expense Forecast

Marketing expenses are to be budgeted to increase over time.

Marketing Expense Budget

Expenses FY2014 FY2015 FY2016

Direct mail 40,000 50,000 60,000

Magazine adverts 110,000 100,000 80,000

Radio promotions 30,000 50,000 70,000



Total 180,000 200,000 210,000

Cannon’s Consultants will advise on all aspects of the marketing function that BBQfun will

be engaged with; providing sales forecasting services. Cannon’s will also be given access to

the marketing cost data so that they can periodically examine and validate marketing costs

in line with industry benchmarks. They have always been the preferred consultants because

they are locally based unlike the national group of consultants, Brown & Holingsworth,

based in Melbourne.

Profitability outcomes budget

Profitability Average price Gross profit

BBQ $600 45%

Outdoor furniture $920 50%

BBQ accessories $50 60%

5. Controls

The purpose of BBQfun marketing plan is to serve as a guide for the organisation.

5.1 Implementation Milestones

The following milestones identify the key marketing programs. It is important to accomplish

each one on time, and on budget.

Milestones

Advertising Start date End date Budget Manager Department

Total radio advertising budget

July 2013 June 2014 $30,000 Marketing Manager

Marketing

Total magazine and PR budget


Marketing

Total direct marketing budget


Marketing

Totals July 2013 June 2014 $180,000

5.2 Marketing Organisation

BBQfun’s marketing manager is primarily responsible for marketing activities and has the

authority and responsibility over all company activities that affect customer satisfaction.

This is in addition to his other responsibilities. Cannon’s have been engaged to provide



marketing services as required, and some outside resources for graphic design work, and

creativity are also to be utilised.

Feedback will come from in-store feedback forms and local customer surveys.

5.3 Contingency Planning

Difficulties and risks:

● Problems generating visibility.

● Overly aggressive and debilitating actions by competitors.

● An entry into the Brisbane market of another already existing, national chain.

Worst case risks may include:

● Determining that the business cannot support itself on an ongoing basis.

● Having to liquidate equipment or intellectual property to cover liabilities.

6. Sales and Customer Data

6.1 FY2014 customer survey results (survey of 500 customers)

New product acquisition

Product upgrade

Product replacement

Have visited BBQfun in previous

month

70% 70% 50%

Have bought a BBQfun product in

previous month

70% 65% 50%

Customer service is essential 90% 95% 60%

Price is most important 10% 20% 95%

Australian made is important 80% 65% 55%

Will buy online 100% 100% 100%

Will pay delivery charges for

online purchases

100% 100% 100%

Loyal customer 30% 20% 10%

6.2 Sample of FY2014 customer spends on BBQ equipment (Brisbane area) $

485.00 431.60 432.10 442.70 433.05

521.90 511.90 477.10 410.30 427.45

394.15 560.60 402.65 449.70 51.80



447.35 606.35 292.70 572.75 627.70

418.40 324.70 389.15 448.20 580.25

582.80 492.65 358.25 537.40 628.10

478.20 462.20 534.50 387.80 602.60

388.20 420.15 516.35 676.40 611.80

525.75 497.00 403.30 495.50 495.20

434.70 460.20 321.65 441.60 746.70

6.3 Comparison of two Brisbane areas customer data FY2014

Brisbane City (BC) vs Sunshine City (SC)

Brisbane City (BC) Sunshine City (SC)

Customer number

BC: Pre-tax household income $

BC: Outdoor home ware spend $

Customer number

SC: Pre-tax household income $

SC: Outdoor home ware spend $

1 141,917.40 17,030.09 1 99,724.51 5,983.47

2 132,476.70 15,897.21 2 73,762.43 4,425.74

3 120,251.50 14,430.18 3 67,561.46 4,053.68

4 119,381.90 14,325.83 4 109,280.60 6,556.83

5 126,690.50 15,202.86 5 60,555.51 3,633.33

6 129,411.70 15,529.40 6 80,996.57 4,859.79

7 122,839.20 14,740.70 7 104,734.30 6,284.05

8 123,600.70 14,832.09 8 119,793.20 7,187.59

9 136,968.50 16,436.22 9 107,021.90 6,421.31

10 128,570.90 15,428.51 10 93,674.20 5,620.45

11 134,620.80 16,154.50 11 70,030.66 4,201.84

12 128,567.10 15,428.05 12 111,375.00 6,682.50

13 118,349.60 14,201.95 13 118,161.60 7,089.69

14 135,124.50 16,214.94 14 117,042.30 7,022.53

15 113,004.40 13,560.53 15 109,850.50 6,591.02

16 121,926.80 14,631.22 16 96,423.13 5,785.38

17 129,937.40 15,592.49 17 88,916.10 5,334.96

18 140,172.80 16,820.73 18 79,135.89 4,748.15




Customer number



Customer number



19 128,760.30 15,451.24 19 103,948.50 6,236.90

20 116,400.40 13,968.05 20 74,352.01 4,461.12

21 128,965.60 15,475.87 21 108,963.90 6,537.83

22 129,643.90 15,557.27 22 148,810.10 8,928.60

23 122,743.60 14,729.23 23 98,265.31 5,895.91

24 133,026.20 15,963.14 24 98,095.50 5,885.73

25 121,658.30 14,599.00 25 50,030.27 3,001.81

26 134,905.40 16,188.65 26 107,360.10 6,441.60

27 124,530.10 14,943.61 27 69,240.90 4,154.45

28 117,690.10 14,122.81 28 112,079.00 6,724.73

29 109,617.00 13,154.04 29 85,799.60 5,147.97

30 119,613.10 14,353.57 30 103,748.90 6,224.93

31 115,141.90 13,817.03 31 103,622.00 6,217.32

32 119,711.40 14,365.36 32 96,541.08 5,792.46

33 133,159.30 15,979.11 33 77,158.45 4,629.50

34 135,789.80 16,294.77 34 80,695.68 4,841.74

35 120,319.70 14,438.37 35 75,180.60 4,510.83

36 134,554.20 16,146.51 36 78,664.88 4,719.89

37 112,029.70 13,443.57 37 76,461.98 4,587.71

38 130,243.00 15,629.15 38 90,893.98 5,453.63

39 136,044.30 16,325.31 39 102,436.30 6,146.17

40 124,939.40 14,992.73 40 71,866.00 4,311.96

41 137,191.20 16,462.95 41 114,338.10 6,860.28

42 131,718.80 15,806.25 42 68,271.32 4,096.27

43 116,829.10 14,019.49 43 124,621.90 7,477.31

44 113,549.50 13,625.93 44 91,609.39 5,496.56

45 136,552.10 16,386.25 45 83,630.24 5,017.81

46 139,752.20 16,770.27 46 71,926.24 4,315.57




Customer number



Customer number



47 122,178.70 14,661.45 47 120,858.70 7,251.52

48 122,000.70 14,640.08 48 91,960.48 5,517.62

49 153,252.00 18,390.24 49 86,336.73 5,180.20

50 127,501.40 15,300.17 50 93,647.72 5,618.86

6.4 Market Share

The Yard BBQ’s R us Outdoorz BBQfun

FY2013 of 16,000 BBQs sold in Brisbane

– 4,000 4,000 8,000

FY2014 of 20,000 BBQs sold in Brisbane

– 6,000 6,000 8,000

6.5 BBQfun Sales Performance 2011–2014

FY2011 FY2012 FY2013 FY2014

Gross sales $ (ex. GST) 5,000,000 8,000,000 10,000,000 11,000,000

6.5 BBQfun Sales Performance break down by item 2011–2014

2011 sales

Item Average price

Average COGS

Average contribution

Units Revenue Gross profit on sales

BBQ $615 $290 $325 8,210 $5,049,150 $2,668,250

Outdoor Furniture $990 $490 $500 3,100 $3,069,000 $1,550,000

BBQ accessories $47 $20 $27 39,500 $1,856,500 $1,066,500

Total $9,974,650 $5,284,750

2012 sales

Item Average price

Average COGS





BBQ $620 $315 $305 8,220 $5,096,400 $2,507,100

Outdoor Furniture $1,380 $475 $905 3,950 $5,451,000 $3,574,750

BBQ accessories $56 $15 $41 46,800 $2,620,800 $1,918,800

Total $13,168,200 $8,000,650

2013 sales

Item Average price

Average COGS



BBQ $605 $365 $240 8,115 $4,909,575 $1,947,600

Outdoor Furniture $1,750 $470 $1,280 4,600 $8,050,000 $5,888,000

BBQ accessories $55 $12 $43 49,500 $2,722,500 $2,128,500

Total $15,682,075 $9,964,100

2014 sales

Item Average price

Average COGS



BBQ $625 $390 $235 7,999 $4,999,375 $1,879,765

Outdoor Furniture $2100 $500 $1600 4520 $9,492,000 $7,232,000

BBQ accessories $50 $15 $35 54000 $2,700,000 $1,890,000

Total 17,191,375 11,001,765

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