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Transcript of Intelbright business plan
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页码 1
Business Plan IFA-A01 Group 1
2011-5-16
Sebastian Yu 491725 Franky Lai 484387
Anne la Bèl 474428 Jan-Felix Becker 489436
Birgit Giezenaar 490629 Lena Huelser 487066
Frank Wang 483770
Table of Contents 1.Executive Summary ..................................................................................................................... 1
2.Internal Analysis ........................................................................................................................... 3
2.1 Personal Data ............................................................................................................................... 3
2.2 Company Data………………………………………………………………………….....................10
2.2.1 Hierarchy…………………………………………………………………………………...…….10
2.3 Mission Statement…………………………………………………………………………………..11
2.4 Business Definition..................................................................................................................11
2.4.1 Vision......................................................................................................................................11
2.4.2 Values ………………………………………………………………………………......................11
2.5 Financial position ……………………………………………………………………….................11
2.6 Product introduction …………………………………………………………………..................12
2.7 Product design...........................................................................................................................12
3. External Analysis........................................................................................................................13
3.1 DESTEP Analysis.......................................................................................................................13
3.1.1 Demographic environment...........................................................................................13
3.1.2 Economic Environment..................................................................................................14
3.1.3 Social-cultural Environment........................................................................................16
3.1.4 Technological Environment..........................................................................................17
3.1.5 Ecological Environment..................................................................................................17
3.1.6 Political Environment.....................................................................................................18
3.2 Competitors Analysis..............................................................................................................18
4.Marketing Plan............................................................................................................................21
4.1 Marketing Strategy.................................................................................................................21
4.1.1 Target Groups....................................................................................................................21
4.1.2 Marketing Position...........................................................................................................21
4.1.3 Marketing Objectives......................................................................................................21
4.2 Market Potential......................................................................................................................22
4.3 Sustainability..............................................................................................................................23
4.4 Marketing Mix............................................................................................................................24
4.4.1 Product...................................................................................................................................24
4.4.1.1 Product Layers..............................................................................................................24
4.4.2 Price.........................................................................................................................................26
4.4.3 Promotion.............................................................................................................................26
4.4.4 Place/ Physical Distribution.........................................................................................26
4.4.5 Advertisement Analysis..................................................................................................27
4.4.5.1 Magazines Advertisement......................................................................................27
4.4.5.2 Website Advertisement...........................................................................................30
5. Logistics...........................................................................................................................................34
5.1 Manufacturing...........................................................................................................................34
5.2 Basic information of product..............................................................................................35
5.3 Cost of Product..........................................................................................................................36
5.4 Packaging and Shipping.........................................................................................................36
5.5 Storage .........................................................................................................................................37
5.6 Bill of Material............................................................................................................................38
5.7 Material Requirement Planning.........................................................................................41
5.8 Supply Chain...............................................................................................................................42
6. Financial Plan.............................................................................................................................43
6.1 Sales Forecast............................................................................................................................43
6.2 Opening Balance Sheet...........................................................................................................44
6.2.1 Description of Opening Balance Sheet.....................................................................44
6.3 Income Statement.....................................................................................................................45
6.3.1 Description of Income Statement...............................................................................45
6.4 Cash Flow Statement...............................................................................................................46
6.4.1 Description of Cash Flow Statement.........................................................................47
6.5 Closing Balance Sheet.............................................................................................................47
6.5.1 Description of Closing Balance Sheet........................................................................48
6.6 Ratios.............................................................................................................................................49
6.6.1 Current Ratio.......................................................................................................................49
6.6.2 ROE..........................................................................................................................................49
6.6.3 ROA..........................................................................................................................................50
6.7 Break- Even Analysis..............................................................................................................50
7. Appendix.........................................................................................................................................51
7.1 Questionnaire.............................................................................................................................51
7.1.1 Survey Results....................................................................................................................53
7.2 List of Sources..............................................................................................................................57
7.2.1 External Analysis...............................................................................................................57
7.2.2 Marketing Plan....................................................................................................................58
7.2.3 Logistics.................................................................................................................................58
7.2.4 Financial Plan......................................................................................................................59
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1. Executive Summary
Light is something precious in our everyday life. It guides us through the day. A day has
24 hours but only a certain amount of hours you can make use of daylight until it gets
dark. What we need when this happens, is a lamp, whether you are reading, writing or
just sitting in front of your desk. A lamp is there to keep your room bright and you no
longer have to sit in the dark at your desk.
We as IntelBright want to improve the living environment. We are confident that our
lamp is the right choice for our customers since it provides a healthy living habitat.
Haven’t you ever been in a situation where you have been so sunk into your work that
you did not realize how fast time was passing by? Before you realized it, it was already
getting dark outside and you started to get a headache because you did not turn on your
light at your desk. Or the fact that your child was sitting in front of the desk with no
light and you had to come in to turn on the light. What if you as a parent are not at home?
Don t you think that a lamp which turns on automatically would make things way easier
for you and your family? Our lamp will turn on automatically and you no longer have to
worry that your child might sit in the dark. IntelBright makes it possible for you!
To prevent situations like this, we have created an intelligent lamp. A lamp, that thinks
itself, leaving you with the comfort of knowing that someone takes care of you!
Our unique lamp has a built-in sensor that automatically turns on the lamp when it is
too dark outside to comfortably without artificial light. In addition to this, another
sensor is integrated to sensor movement to turn the lamp on if you sit down at your
desk.
IntelBright keeps the living environment healthy and is saving energy at the same time
for you. With our desk lamp, you don t have to deal with issues likes sore eyes anymore.
We make it possible for you to read, write and work in a well-illuminated environment.
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This Business Plan has been written by seven highly motivated students who believe in
the vision of developing an unique desk lamp (IntelBright) to brighten your day as soon
as it get s dark outside. We keep our promises.
3
2. Internal Analysis
2.1 Personal Data
“IntelBright” consists of seven people. Our team is a group of vibrant, young and
dynamic people. All of us aim for the success of IntelBright
On the following pages, every team member will be introduced.
Name: Jan-Felix Becker
Student Number: 489436
Nationality: German
Age: 22
Function: CEO
E-mail: [email protected]
Do you enjoy working for this company?
I enjoy working for this company because it has a very innovative, inspiring and
productive working environment. Our product is truly innovative and will improve the
comfort in your home and working space.
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Name: Franky Lai
Student Number: 484387
Nationality: China
Age: 20
Function: Head of the Finance
Department
E-mail:[email protected]
Why are you working for this company?
I think this company has a great future ahead. We have a very talented and motivated
team. Our product is a high technology product and this product can help people to
protect their eyes. I really like this function of our lamp.
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Name: Lena Huelser
Student Number: 487066
Nationality: German
Age: 21
Function: Marketing Manager
E-mail:
Why are you working for this company?
I really enjoy working for IntelBright because I like the idea of developing an efficient
product, which will help people to improve their working environment. I am proud to
be a part of this company.
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Name: Birgit Giezenaar
Student Number: 490629
Nationality: Dutch
Age: 20
Function: Head of the marketing
Department
E-mail:
Why are you working for this company?
I love working for IntelBright because we prevent that people from getting health issues
by designing and inventing smart thinking lamps.
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Name: ZiHou Wang
Student Number: 483770
Nationality: China
Age: 19
Function: Finance Manager
E-mail: [email protected]
Why are you working for this company?
I’m here in this company because it is consist of a group of young people who are
energetic and motivate, which I always pursue.
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Name: Jianjie Yu
Student Number: 491725
Nationality: China
Age: 22
Function: Head of Logistics
Department
E-mail: [email protected]
What do you think of our lamp?
Our lamp is a fantastic product, especially for business people. It deals with eye issues
during your work.
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Name: Anne Miranda
Student Number: 474428
Nationality: German
Age: 21
Function: Logistics manager
E-mail:
Why are you working for this company?
I really enjoy the work in our company because of my great supportive team who
makes it able for me to work in a pleasant atmosphere.
I like our product because it reduces eye issues like sore eyes and makes it able for
people to obtain a healthy work- and living environment.
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2.2 Company Data
2.2.1 Hierarchy
Our company is divided into three divisions.
Sebastian Yu is the Head of the Logistics Department. He is being assisted by Anne
Miranda. They are responsible for monitoring the whole Supply Chain. The Supply
Chain consists of the Purchasing of our Product, the Transportation towards our Office
and the Distribution to our customers. Furthermore, they monitor the current and
future demand and react of necessary.
The financial department is led by our Financial Manager Franky Lai and supported by
his financial staff. This staff consists of Frank Wang, who also works as a Sales Research
Agent and Jan-Felix Becker. This department is responsible for monitoring all of our
financial matters like creating Balance Sheets, Income Statements and Cash Flow
Statements.
Birgit Giezenaar works as our Marketing Manager. Her sales staff, Lena Huelser and
Frank Wang supports her in her daily routine. Together they form our marketing team.
The purpose of the marketing team is to focus on future customers and how to address
them in the most sufficient way. For this reason, we have to constantly adapt our
marketing mix to the current market situation.
CEO Jan-Felix Becker
Logistics Sebastian Yu
Anne Miranda
Finance Franky Lai
Frank Wang
Marketing Birgit Giezenaar
Lena Huelser
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2.3 Mission Statement
With our efficient and innovative lamp, we from IntelBright want to brighten up your
daily life and also improve your well-being.
2.4 Business Definition
2.4.1 Vision
In a world full of workaholics and performance pressure we as a company want to
achieve that our future customers are able to improve their work environment and
start to enjoy the time they are spending in front of their desk. IntelBright will lighten
up a typical day of work – in so many ways.
2.4.2 Values
For us as a company it is very important to create a product that suits our customers
best; a product that keeps its promises and improves our customers’ daily life.
IntelBright is a brand that will provide a great service to the customer and customer’s
satisfaction will always be the most important value to us.
2.5 Financial position
Our initial investment in our company was €30,000. This equals to a Paid-In-Capital
amount of €4,285.71. In addition to this investment, we received a €25,000 bank loan
as well. This bank loan has a duration a maximum of one years and an interest rate of
5%.
Variable Redemption has been agreed on. Further details can be deduced from the
Financial Part.
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2.6 Product introduction
The idea was to create a desk lamp that sensors movement nearby and turns on
automatically when it gets too dark in the room. This will help the customer to reduce
eye issues due to insufficient light conditions.
These issues, like sore eyes, can be prevented from reading in a well-illuminated
environment. Our lamp will provide a healthy work- and living habitat.
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3. External Analysis
3.1 DESTEP Analysis
3.1.1 Demographic environment
In 2010, around 16.6 million people were living in the Netherlands. This number makes
the Netherlands one of the most crowded countries in the world. Due to its relatively
small size, the population per square kilometre is around 400 people.
On the following graph you can see the population development starting in 1950 with
the most recent numbers in 2010.
Around half of all inhabitants are living in the so-called Randstad, the western part of
the Netherlands with the cities like Amsterdam, The Hague, Rotterdam and Utrecht.
Education is available for everybody and mandatory for children. Due to this fact, more
than 99% of all habitants are capable of reading and writing. In 2007 almost 560,000
students were enrolled in either a University or Hogeschool. This big number compared
to the total number of inhabitants proves that a high number of employees with
Diplomas are working in this country. This makes the Netherlands a very attractive
country for our company.
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The next graph provides an overview over the age groups in the Netherlands. The
largest groups consist of people of the age between 40 and 55 which are in particular
our target group.
3.1.2 Economic environment
The Netherlands is a well-developed country, which is one of the most prosperous
countries within the European Union. In 2008, global financial and economic crisis had
erupted and it influenced the Dutch economy. However, the Dutch economy has been
recovering in the second half of 2009. In 2010, the GDP per capital (current price) in the
Netherlands is US$ 46,418 and this data was the second highest in Europe, the 10th
highest in the world. In recent years, the Dutch GDP per capital for the PPP (purchasing
power parity) increased gradually; in 2010 the Dutch PPP is US$40,777, the 8th in the
world.
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Furthermore, the tertiary sector employs the most people. Overall 79% of all workers
and employees work in this sector.
Although Dutch GDP increased, the rate of unemployment also increased. In 2008, the
rate of unemployment was 2.8%, but in 2010 it increased up to 4.2%, in 2011, the
forecast data about unemployment will level to 4.4%.
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3.1.3 Social/Cultural
The Netherlands is a small country but also a “Business giant”. The Netherlands, a small
country of only 16.6 million of population and 40,000 square kilometres, but creates a
GDP of 6,127 billion dollars per year and is the 16th largest economy in the world. The
success in business has gone hand in hand with the high labour productivity of Dutch
people. And this high labour productivity benefits from the pleasant working
environment and the employees' rights. As we know, the Dutch government and
companies attach great importance to employees’ working state and health. And it's
worth taking a moment to emphasize the holiday and leave system of the Netherlands.
Holidays and Leaves is really one of the most important things in the Dutch life. In
addition to vacations, the Dutch government has established various laws and
regulations to guarantee employees' rights. For example, since 1998, each firm must
hire consultants, responsible for the inspection and supervision of providing the
employees working environment conformed to requirements and related equipment.
Our company is dedicated to create a lamp to reduce eye issues and then keep working
state. So we have the same goal with the government and companies.
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3.1.4 Technological environment
Nowadays, many high technology things are invented; new products come in to the
market very frequent. Especially the lamp, there are many kind of lamps in the market.
In the development of science and technology, more and more people begin to use the
Internet. Online stores become more popular. This opens a whole new way for selling
our product.
The chart below gives an overview over the percentage of people in the Netherlands
that use the Internet.
3.1.5 Ecological
In recent years, as a consequence of rapid economic and population growth, the energy
consumption has increased significantly. As we know, this can give rise to too much
pollutions and environmental degradation. Companies have to pay attention to the
ever-changing environment. Companies are influencing the environment, consciously
or unconsciously.
The Netherlands contribute a great importance to the environment and the government
has established a number of relevant regulations and policies. You can see that the
Netherlands is a well-developed country with a well-developed environment.
Due to the geographical location of the Netherlands, the changes in nature caused by
global warming will have an extraordinary effect. The majority of the Netherlands are
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located under the current sea level. For this reason, a special interest to limit the
damages caused by global warming can be detected.
3.1.6 Political environment
The European Union’s ambition to reduce carbon dioxide emissions by 20% by 2020 in
comparison to 1990 has an effect on the Dutch political environment.
EU directives such as the Eco Design Directive were ratified and will have a significant
impact on the electronic market in the future. This directive commits producers of
electronic devices such as office equipment to reduce their energy consumption to 1 to
2 watts at max of they are in stand-by mode. If they are switched off, an upper limit in
consumption of one watt has been established.
Those laws and directives have to be obeyed to have a chance to get a foot into the
Dutch market.
Approval marks like the CE-mark must be obtained. Furthermore, requirements for
directives like the EMV have to be fulfilled.
3.2 Competitors Analysis
Every company has competitors when entering the market.
IntelBright competes with companies offering lighting equipment. Since we will start
our business in the Netherlands, we will compete with companies in the Netherlands
offering lighting equipment. These are our main competitors: Philips, Ikea and
Artemide.
Our main competitor is Ikea. The competition we will face with Ikea is that they offer
different types of desk lamps for a low price. The cheapest lamp Ikea provides can be
bought for €9,99.
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Grono Table lamp
IntelBright is offering just one lamp for €59, 95. We will solve this problem by
designing different lamps in the future. The difference between IKEA and us is that Ikea
is not as technologically advanced as we are. They provide only ordinary lamps which
the customers have to turn on and off. We from IntelBright offer a desk lamp with two
sensors. It turns on automatically it gets dark outside. The other is a movement sensor
that turns on the lamp as soon as the customer sits at the desk.
We also compete with Artemide who offers desk lamps as well. Those lamps have a high
quality and are priced at high prices. These lamps are not made for everyone because of
the high price. Nevertheless, their outstanding design and quality makes them one of
the first choices among households with a higher income.
Artemide provides this desk lamp for 261€
20
Compared to Ikea, who offers lamps for everyone, Artemide provides lamps in classical,
minimalistic designs. It is often this design, paired with the outstanding quality that
leads to a customer’s choice towards Artemide.
We compete with Artemide because we offer IntelBright for €59.95 which is a high
price. In addition the quality they offer is excellent which IntelBright offers as well. We
have chosen Artemide because of the fact that they, as well as IntelBright, target high
income households. IntelBright targets families in a high social standard. This is the
reason why we compete with Artemide.
Philips offers desk lamps with the main idea to improve the living environment. The
desk lamp they offer has a remote control with what the customers can decide for how
long they want to lighten the room but so far they did not construct a lamp with two
sensors which automatically turns on if it gets dark and a sensor for movement.
IntelBright and Philips share the idea of an
environmentally friendly company.
This is the remote controlled lamp, Philips offers.
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4. Marketing Plan
4.1 Marketing Strategy
4.1.1 Target Groups
We want to focus on households especially on people who have a home office in their
household and parents who want a safe work environment for their children.
IntelBright prevents eye damage and is a smart and innovative way of helping you or
your children to work safely. We want to target those households because of the
academic education of their parents. Those people are highly educated and are willing
to buy our product.
4.1.2 Marketing Position
During the first year, the IntelBright will be made out of high quality materials and is
not meant to be a cheap lamp, but neither really expensive. We believe that people who
really care about their health are willing to pay more money for a lamp who regulates
the amount of light in the room and in that way prevents permanent eye damage and
other health issues that come along with it. But we are a starting company so the price
will be reasonable and in a good balance with the materials that are used. We will
position ourselves as a small company with a strong product; our goal is to make sure
people recognize the lamp as an IntelBright.
4.1.3 Marketing Objectives
- The first year:
The first year will be tough; we need to promote IntelBright at stores and online. We
can also advertise in magazines and approach customers on fairs. It is important that
we satisfy our customers in the best way we can, so they will tell about the lamp to their
friends and colleagues. The best way of promotion is when people tell it to each other.
The first year we mainly concentrate on promoting our product. Good promotion is
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necessary otherwise IntelBright will fail. We need to convince customer that IntelBright
is really an improvement.
- The second year:
If the promotion in the first year goes well, we can focus on making profit in the second
year. In the first year we will spend a lot of money on advertising. We should continue
with approaching customers and try to increase our number of Sales. Our goal is that
people know our brand and our product, but promotion is still needed in the second
year. If business goes well enough we can start exploring for a new target group. We
want to increase our Brand Awareness
- The third year:
In the third year people will know our product and they are familiar with the brand
IntelBright. We slightly introduce ourselves to the Business Market. Promotion is still
an important task. Our new target groups need a different approach. For this target
group we should advertise in business magazines, newspapers and contact office
supplies companies. The promotion for the household target group will be smaller
because it will be running in the right direction.
4.2 Market Potential
Since the Dutch economy is growing at the moment, we as a company will have a high
market potential.
The economy is growing, salaries are rising and future customers will be willing to
spend more money; especially when it comes to a new and innovative product, which
will make their work environment more pleasant and improve their general well-being.
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4.3 Sustainability
In times of the inevitable global warming it is very important for our company and us to
produce as little Carbon as possible.
Furthermore we only use our own desk lamps throughout our office. These lamps in
combination with energy saving light bulbs help to reduce our energy consumption.
All of our boxes used to ship our products were produced only from recycled cardboard.
If the customer wishes, he or she can order our lamps online with only a little extra
charge to ensure it is transported in a carbon dioxide neutral way. The money collected
will be transferred to an organization, which will support projects all over the globe
that protect the rain forest, plant new trees or help the environment in many ways. We
from IntelBright will double this amount at the end of each year and donate it to various
projects that support sustainable projects in South America or Asia for example.
When it comes to our Office supplies, we only use recycled paper. Using this kind of
paper helps to reduce the deforestation all over the globe.
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4.4 Marketing Mix
4.4.1 Product
4.4.1 Product Layers
Core Product:
Provides Light
Actual Product:
Two Sensors
High-Quality Materials
Attractive Price
Turns automatically on and off
Augmented Product
Fast delivery when purchased online
High Satisfaction Guarantee
Core Product
Actual Product
Augmented Product
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IntelBright will introduce a lamp that is innovative and efficient. The lamp has a modern,
minimalistic design and is simple structured. A light and movement sensor provides
light as soon as needed.
The installed light sensor measures if there is enough light available in the room. The
lamp will not turn on automatically unless the movement sensor also notices movement
in a radius of 1m. Since both sensors are working together, the lamp will shut down as
soon as there is no movement for more than seven minutes. Because our movement
sensor is really sensitive, it is able to differentiate between someone reading and no one
sitting at the desk at all.
Packaging
The picture below shows the packaging of our product. It consists out of recycled
cardboard and is environmentally friendly. The reason why we preferred a horizontal
packaging is that it will provide more stability and it will be easier for the customer to
take the lamp out of the box. The size of the package will be 17 x 60 x 17 (cm). The
design of the package reflects the simplicity and innovation of our lamp. We chose the
colors green and brown for the logo because it shows the environmentally friendly side
of our company and lamp. Green reflects the nature and sustainability while brown is a
synonym for the earth we live on. The white colored package stresses again the
simplicity of the lamp. All together it represents all the aspects of our company.
26
4.4.2 Price
The price for the lamp will be €59,95 if purchased it in our online store.
Retailers would have to pay a price of €45,95 in order to have the lamp in their
assortment. The recommended retail price would be €59,95 as well
4.4.3 Promotion
To promote our Intelbright lamp we decided to promote it in various ways. For the first
year we have a budget of € 60.000 to freely spent on advertisement and promotion, on
average we can spend € 5.000 every month. We focus on parents with children. We
want to advertise and promote our product at places and in magazines that are related
to our target group. We will show our forms of promotion and advertisement on the
next pages together with the costs that come a long.
The main goal of our promotional strategy is to introduce our product to the families.
People need to be aware of the fact that there is a totally new product on the market,
which will help to improve their working conditions dramatically. Not only the special
technology will convince future customers to buy our product but also all the benefits
the lamp provides.
4.4.4 Place/ Physical Distribution
Our Product will be manufactured in China. After they have been shipped to Rotterdam
and transported to our office in Arnhem, we redirect the product to the stores
throughout the Netherlands.
We are also selling our Product throughout our own Website to our customers. This
enables our customers to order their lamp right from their home.
Furthermore we selected the following stores to offer our product:
27
Media Market, an electronic supermarket attracts a large number of customers to their
stores. Even though their main focus lies on consumer electronics, we believe that our
lamp is a good addition to their range of goods.
We selected Blokker because this store offers a little bit of everything. You can purchase
a lot of different things there and for this reason we believe to find new customers in
this store
4.4.5 Advertisement Analysis
4.4.5.1Magazines
Why advertise in magazines?
We want to advertise our IntelBright lamp in magazines because in that way we can
reach the target group we focus on. We focus on highly educated people and there are
many magazines available in the Netherlands. Those magazines have a lot of readers
every month, so it is interesting for us, the IntelBright Company, to advertise in these
magazines. There are different kinds of advertisement so there will be a way that suits
us best.
Magazines that will fit our advertisement campaign are the Linda, Vtwonen, Margriet
and other well read magazines. These magazines will fit our advertisement campaign
because they are read by a lot of families and also by a lot of families who can easily pay
the price we set for our IntelBright lamp.
How are we advertising?
The first way of advertising will be a full page in magazines in full color. We will present
a design of our lamp and it will also show our company slogan: “IntelBright – Efficient
and Innovative”. At the bottom of the advertisement we will place the text: “Available at
www.intelbright.jimdo.com and at selected stores.” People can find the selected stores
in the back of the magazine and there is an electronic store locater based on an area
code search on our website.
28
Because of the fact that a whole page advertisement is very cost consuming, our
company will also start to concentrate on smaller advertisements. We will only use a ¼
(vertical) of a page. This is also in full color. The advertisement will show a design of the
lamp and our slogan. Furthermore it will tell the customer “Available at
www.intelbright.jimdo.com and selected stores.” At the time we start with less and
smaller advertisements most of our customers will already recognize the company
name and logo. The brand awareness will increase.
To make sure that people keep focusing on our lamp we will advertise one more time
with a full-page advertisement. This will take place six months after the first
advertisement took place. People will be refocusing on the product. In magazine Linda
we can only advertise with a full page advertisement, so we choose to do that only two
times. The other magazine, VT Wonen provides us a lot of possibilities.
When are we advertising?
We will do a lot of advertising in the beginning of the selling process. It is important
that business people are aware of the fact that our IntelBright lamp entered the market.
Most of the magazines we chose will appear every month and are mostly spread among
people with an academic degree and interest in new products like our lamp .
29
We want to place an advertisement every third month; we start with a whole page in
full color advertisement and then we place a smaller advertisement in the magazine.
How much will it cost to advertise?
The total cost of the advertisement depends on how we advertise. It is attractive to also
advertise in 1/4 V pages together with the full pages and in multiple magazines. The
1/1-page advertisements will be the first advertisement. Over the year we will
advertise two more times, only with smaller advertisements placed.
On average we spend: 32.640.80 / 12 = 2720.06 € every month.
The total advertisement cost for the magazine vtwonen is showed below in the table.
Whom can we reach?
Vtwonen is spread under 148.316 people every month, 42.677 people have a contract
on the magazine, the rest are mainly individual buys. Together with advertisements in
other magazines we can reach a lot of people. Most families have a magazine at home or
read magazines at the waiting room at the doctors or dentist. A lot of people will see our
advertisement.
Design Costs 120 € incl. Taxes
Full color 1/1 page vtwonen 11.800 € excl.
taxes
Full color 1/4 V page vtwonen 3.540 € excl. taxes
6% Taxes over 11.800 € 708 €
6% Taxes over 3.540 € 212,40 €
Appearance full color 1/1 page 2
Appearance full color 1/6 page 2
Total cost advertisement
32.640,80 €
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4.4.5.2 Online Advertisement
The online advertisement has increases dramatically over the last years. More and
more possible customer can be addressed by advertisement placed on websites for
example. We from IntelBright want to use this opportunity.
Fairs:
Why promote at fairs?
An interesting and costs saving way of advertisement is creating a stand on a fair where
we can introduce our product. Our target groups are families. The best way to get in
contact with them is at a place where they are all together. A lot of families come
together at fairs, so it is a perfect opportunity for us as IntelBright to introduce our
IntelBright lamp. Fairs for the beginning of the school year are held mainly during the
summer months of the year; the advantage is that we can choose which fairs we want to
attend and which not.
How do we use our stand?
It is important that we use our stand in the right way, so the future customers whom
visit our stand completely understand the meaning of our product. We do not need a big
stand, around 6m² is big enough. We need a place to store the lamps so people can
experience the IntelBright lamp themselves. Next to this we need a spot where we can
give information about the price and a place to explain how our lamp works. Here we
can hand out flyers of our IntelBright lamp with information over the lamp and the
costs. Those flyers are ordered online with 50.000 pieces per time, the total cost for
50.000 pieces is € 2.253,85 incl. taxes.
When are we promoting on fairs?
The time of promotion depends on the dates of the different fairs. To lower the costs it
is better if a few of the company owners were to represent our company on the stand.
For this reason we do not need to hire any people. Based on this knowledge we have to
31
see when we as staff of IntelBright are available. We are willing do as many fairs as
possible in a year.
How much would it cost?
The cost for a stand on a fair is variable, but we can create a guideline by using
information of the “Business fair Oss and surrounding area”. There are cost for the
rental of the stand, depending on the amount of space you need, costs for the use of
energy and your need to eat.
The flyers for the fairs are also used for the companies visits, so they are not showed in
the individual tables but in the end cost list.
The table below shows the total cost for a stand on a fair for two days.
Stand 5m² (100 € per m²) 500 €
Energy use (2000 W) 110 €
Food (40 € per day) 80 €
Number of Fairs attended per
year
6
Total cost stand business
fair
4140 €
In-Store Promotion:
Why promote in stores?
An attractive way to address people is to promote and demonstrate our product in
retail stores we want to sell our product. People are there to buy something, so their
mind is set on buying, if you give a good demonstration people are more willing to buy
because they see what the advantage of our product is.
How do we promote in stores?
32
We can create a little stand, like we do on the fairs. People can walk to it, look at the
lamp and try it out. But because it’s sometimes really busy at stores like the media
market we can choose to get people attention by using a microphone. People will look
what is going on. We will give the people a short demonstration and provide them of
the information they need. We can also hand out flyers we also use for the fairs.
When are we promoting in stores?
The best days to promote in stores are the Saturday, Thursday nights and the buying
Sunday. The buying Sunday is once every month. At those days there are a lot of people
in the city to do shopping and it is the perfect opportunity to address people. It’s not
necessary to promote the whole day, early in the mornings it will not be so busy as in
the midday.
In the beginning it is wise to give more demonstrations because we need to create
brand awareness. We can create this by showing the product to future customers.
How many would it cost?
We need to pay for the flyers, but we can share these cost with the fairs. The advantage
of this way of promotion is that it is really cheap. We should call the companies in
advantage and make appointments with them when we can stand where, in which store.
It depends on the store if you need to pay money, mostly it is not needed, because when
you give the demonstrations people will buy more, so there is something in advantage
for them too.
33
Billboards
We want to place full color advertisements on billboards among the biggest and most
crowded places in the Netherlands. Cities like Amsterdam, Utrecht or Rotterdam are
promising markets.
The estimated costs for this campaign are approximately €23,219.2 The campaign
would last only two weeks but would increase our sales noticeably.
Below you can find an overview over our marketing expenses.
Overview of all the Marketing activities Costs
Magazine Advertisements € 32.640,80
Fairs € 4140
Billboards € 23219.3
34
5. Logistics
5.1 Manufacturing
We still set up our manufacturing base in China as so many international companies
have done. Production costs are very attractive in comparison to other countries. Our
Logistics department’s goal is to try our best to cut the cost and increase efficiency and
effectiveness. All of our items of products will be manufactured in Shenzhen,
Guangdong Province, China.
This picture shows the distribution of the company manufactures lamps in Guangdong
Province, China. Guangdong province has a well-developed light industry and is proud
of its ports from where goods are shipped to everywhere in the world.
All production and assembling process of our lamps will be finished in Shenzhen,
Guangdong Province, China. After packaging, they are ready to be shipped to the
Netherlands.
35
5.2 Basic information of product
Our lamp is a unique product designed for businessmen. The size of our lamp is 223mm
x 525mm x 200mm, which is neither too big nor too small. The lamp will meet the need
for professional lighting for business people, but will also show the taste and the simple
design business people are looking for.
Size 223 mm x 525 mm x 200 mm Material Aluminum Color Silver Weight 1 KG
36
5.3 Cost of Product
We have spent a lot of time on research part since the choices are really extensive in
China. Our Chinese Manager Sebastian also stays in contact with Chinese companies
directly. Although it won’t cost a lot in China, we put a special emphasis on quality. After
our research, we got this data.
Lamp Body 5€
LED 1.50€
Sensors 2€
Other costs 4€
Total Costs 12.50€
A. As we said before, there are a great number of lamp manufacturing company in
Guangdong province, China. Most of them manufacture the primary lamp themself.
For this reason, we can purchase the primary lamps at a very low price because of
the competition between these companies.
B. The LED energy-saving bulb and the sensor are the core part of our lamp. We chose
high-quality parts over cheaper and less comparable parts.
C. As to the other costs, they include packaging, shipping and the assembly of our
product.
5.4 Packaging and Shipping
Package
Our lamp size is 223mm x 525mm x 200mm. In addition to this, our lamp is detachable.
We decide to choose the 170mm x 600mm x 170mm size for the packaging boxes.
Our lamps are fragile. For this reason we put soft foam at both sides of the box to
minimize the risk of damage during transportation
37
Shipping
We choose a standard 20 foot container for shipment. Its capacity is about
29, 03 m³, which is enough to transport 1500 of our lamps.
Package size 17 x 60 x 17 cm
Container size (20GP) 5.69 x 2.34 x 2.18 m
Batch size 500
Shipping fee €937
Shipping cost per product €937/1500= €0,62
We use the “JC Trans Group” in China as our shipping partner. According to the present
price, the regular fare for a 20GP container from Shenzhen to Rotterdam is $1350
which equals to €937. This number includes delivery from the harbour of Rotterdam to
our office in Arnhem.
The following link refers to the website of “JC Trans Group”.
http://www.jctrans.cn/English/
5.5 Storage
The shipping service from “JC Trans Group” is “door to door”. When the products arrive
in Rotterdam, they will be transported to our warehouse address that we give them in
advance. Once they arrive at the warehouse, the quantity and the quality of the boxes
will be checked. We will rent two rooms in Arnhem, Gelderland 6825BS. The exact
address is Ijsselburcht 3, Arnhem, Gelderland, 6825 BS.
One room will be used for our office and the other one will serve as a warehouse. The
office suites will be supplied with carpeting, power-, telephone- and internet
38
connections and the rent for each room is €500 per month. So our rental expenses per
month are €1,000.
The Headquarter of Flexas, the company that owns our offices, is located in the United
Kingdom. Our offices and warehouse are located in Arnhem.
39
5.6 Bill of Material
Level Part number Description Quantity 0 101 IntelBright 1 1 201 LED energy-
saving bulb 1
202 Primary Lamp 1 203 Sensor 2 2 301 Switch 1 302 Lighting slab 1 303 Frame 1 304 Wire 1 3 401 Lamp base 1 402 Lamp stent 1 403 Lamp cover 1
40
Final product 101
IntelBright lamps
Part 201
LED energy-saving bulb
bulb
Part 202
Primary
Lamp
Part 203
Sensor
Part 301
Switch
Part 302
Lighting slab
Part 303
The frame of
IntelBright lamp
Part 304
Wire
Part 401
Lamp base
Part 402
Lamp Stent
Part 403
Lamp cover
41
5.7 Material Requirement Planning
The lead time is four weeks. This time was set after our research had been completed. It
will take the manufacturing company around 6 days to get the components, production
and assembling process done. The shipping from Shenzhen to Rotterdam takes about
23 days. This brings us to the LT(Lead Time) of four weeks.
Month July August September October November December
Gross Requirement
510 540 610 700 800 865
Projected on Hand
800 290 1250 640 1940 1140 275
Net Requirement
250 60
Planned order Receipt
1500 2000
Planned order Release
1500 2000 1500
Month January February March April May June
Gross Requirement
830 790 760 690 640 580
Projected on Hand 945 155 895 205 1065 485
Net Requirement 555 605 435
Planned order Receipt
1500 1500 1500
Planned order Release
1500 1500
42
5.8 Supply Chain
43
6. Financial Plan
6.1 Sales Forecast
8315 Units are planned to be sold in the first year. This number was calculated due to
our research.
Number of inhabitants in the Netherlands
16,600,000
Number of Households 7,400,000
% of households with an income >€40,000
28,7%
Number of households with an income >€40,000
2123800
Number of households with a couple and children earning > €40,000 a year
766,5200
Market Share in % 1,25
Number of Lamps sold 8315
Sales Forecast
Month Number of Sales Online Store
Number of Sales to Retailer
Revenues Online Store
Revenues Retailer
COGS
July 150 360 8992.50 6375
August 160 380 9592 16182 6750
September 190 420 11390.50 17081 7625
October 230 470 13788.50 18879 8750
November 270 530 16186.50 21126.50 10000
December 285 580 17085.75 23823.50 10812.50
January 270 560 16186.50 26071 10375
February 250 540 14987.50 25172 9875
March 230 530 13788.50 24273 9500
April 210 480 12589.50 23823.50 8625
May 200 440 11990 21576 8000
June 180 400 10791 19778 7250
Total 2625 5690 157368.75 237786 105973.50
44
6.2 Opening Balance Sheet
Opening Balance Sheet July, 1st, 2011
Debit Credit
Current Assets
Current Liabilities 10,000.00 €
Accounts Payable
Cash 44,000.00 €
Long-Term Debt
Inventory 10,000.00 € Bank Loan 25,000.00 €
Prepaid Rent 3,000.00 €
Prepaid Insurance 3,000.00 € Owner’s Equity
Paid in Capital 30,000.00 €
Office Supplies 650.00 €
Fixed Assets
Fixtures & Furniture 4,350.00 €
Total Assets 65,000.00 € Total Liabilities 65,000.00 €
6.2.1 Description of Opening Balance Sheet
Our company starts business on 1st, July 2011.
Our paid in capital is €30,000. In addition to our Paid in Capital, we also received a bank
loan of €25,000
We also need the warehouse and insurance for our product, and these two things we
need to pay each three months.
45
6.3 Income Statement
F.Y. 2011/12 July August September October November December January February March April May June
Sales Revenues €
418,824.25 €
25,534.50 €
27,053.00 €
30,689.50 €
35,385.00 €
40,540.00 €
43,736.75 €
41,918.50 €
39,800.50 €
38,142.00 €
34,645.50 €
32,208.00 €
29,171.00
Costs of goods sold €
103,937.50 €
6,375.00 €
6,750.00 € 7,625.00 € 8,750.00 €
10,000.00 €
10,812.50 €
10,375.00 € 9,875.00 €
9,500.00 € 8,625.00 €
8,000.00 € 7,250.00
Gross margin €
314,886.75 €
19,159.50 €
20,303.00 €
23,064.50 €
26,635.00 €
30,540.00 €
32,924.25 €
31,543.50 €
29,925.50 €
28,642.00 €
26,020.50 €
24,208.00 €
21,921.00
Operating expenses:
Miscelleaneous Expenses € 8,400.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00 € 700.00
Prepaid Rent € 12,900.00 € 0.00 € 0.00 € 0.00 € 3,000.00 € 0.00 € 0.00 € 3,000.00 € 0.00 € 0.00 € 3,000.00 € 0.00 € 3,900.00
Office Supplies € 3,000.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00 € 250.00
Wages €
198,000.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00 €
16,500.00
Marketing Expenses € 60,000.00 €
5,000.00 €
5,000.00 € 5,000.00 € 5,000.00 € 5,000.00 € 5,000.00 € 5,000.00 € 5,000.00 €
5,000.00 € 5,000.00 €
5,000.00 € 5,000.00
Mobile phones € 4,200.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00 € 350.00
Transportation Expense € 3,600.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00 € 300.00
Depreciation € 1,087.50 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 1,087.50
Insurance € 12,600.00 € 0.00 € 0.00 € 0.00 € 3,000.00 € 0.00 € 0.00 € 3,000.00 € 0.00 € 0.00 € 3,000.00 € 0.00 € 3,600.00
Kamer Van Koophandel € 144.00 € 144.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00
Total Operating expense:
€ 303,931.50
€ 23,244.00
€ 23,100.00
€ 23,100.00
€ 29,100.00
€ 23,100.00
€ 23,100.00
€ 29,100.00
€ 23,100.00
€ 23,100.00
€ 29,100.00
€ 23,100.00
€ 31,687.50
EBIT € 10,955.25 -€
4,084.50 -€
2,797.00 -€ 35.50 -€
2,465.00 € 7,440.00 € 9,824.25 € 2,443.50 € 6,825.50 €
5,542.00 -€
3,079.50 €
1,108.00 -€ 9,766.50
Interest € 675.00 € 104.17 € 95.83 € 95.83 € 95.83 € 95.83 € 95.83 € 62.50 € 29.17 € 0.00 € 0.00 € 0.00 € 0.00
EBT € 10,280.25 -€
4,188.67 -€
2,892.83 -€ 131.33 -€
2,560.83 € 7,344.17 € 9,728.42 € 2,381.00 € 6,796.33 €
5,542.00 -€
3,079.50 €
1,108.00 -€ 9,766.50
Tax(25.5%) € 2,621.46 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 0.00 € 2,621.46
Net Income € 7,658.79 -€
4,188.67 -€
2,892.83 -€ 131.33 -€
2,560.83 € 7,344.17 € 9,728.42 € 2,381.00 € 6,796.33 €
5,542.00 -€
3,079.50 €
1,108.00 -€
12,387.96
46
6.3.1 Description of Income Statement
On our income statement, at the beginning of our first business year, we need to make
investments. For this reason, we have higher expenses in operating.
After the first month, everything starts to go more steadily. On the other side, because
of the season factors, our sales revenues have some fluctuation throughout the year,
with the result that we will have different numbers of products being produced.
Because of we have the same operating expense every month, except the first month, ,
we have a negative EBT and we don’t need to pay tax for those months.
In total, at the end of our first business year, our net income is €7658.79, it will be the
added as retained earnings to our closing balance sheet.
47
6.4 Cash Flow Statement
B.O July August September October November December January February March April May June
Operating Activities: Inflow:
Sales from retailer
€ 16,542 € 17,461 € 19,299 € 21,597 € 24,354 € 26,651 € 25,732 € 24,813 € 24,354 € 22,056 € 20,218
Sales from online store
€ 8,993 € 9,592 € 11,391 € 13,789 € 16,187 € 17,086 € 16,187 € 14,988 € 13,789 € 12,590 € 11,990 € 10,791
Collection
€ 0 € 26,134 € 28,852 € 33,088 € 37,783 € 41,439 € 42,838 € 40,720 € 38,602 € 36,943 € 34,046 € 31,009
Total inflows
€ 8,993 € 26,134 € 28,852 € 33,088 € 37,783 € 41,439 € 42,838 € 40,720 € 38,602 € 36,943 € 34,046 € 31,009
Outflow:
Suppliers Paid € 10,000
€ 18,750
€ 25,000
€ 18,750
€ 18,750 Miscellaneous Expenses € 700 € 700 € 700 € 700 € 700 € 700 € 700 € 700 € 700 € 700 € 700 € 700
Prepaid Rent € 3,000 € 0 € 0 € 0 € 3,000 € 0 € 0 € 3,000 € 0 € 0 € 3,000 € 0 € 3,900
Office Supplies € 650 € 250 € 250 € 250 € 250 € 250 € 250 € 250 € 250 € 250 € 250 € 250 € 250
Wages € 16,500 € 16,500 € 16,500 € 16,500 € 16,500 € 16,500 € 16,500 € 16,500 € 16,500 € 16,500 € 16,500 € 16,500
Marketing Expenses € 5,000 € 5,000 € 5,000 € 5,000 € 5,000 € 5,000 € 5,000 € 5,000 € 5,000 € 5,000 € 5,000 € 5,000
Utilities € 180 € 180 € 180 € 180 € 180 € 180 € 180 € 180 € 180 € 180 € 180 € 180
Phone &Internet € 350 € 350 € 350 € 350 € 350 € 350 € 350 € 350 € 350 € 350 € 350 € 350
Transportation Expense € 300 € 300 € 300 € 300 € 300 € 300 € 300 € 300 € 300 € 300 € 300 € 300
Insurance € 3,000 € 0 € 0 € 0 € 3,000 € 0 € 0 € 3,000 € 0 € 0 € 3,000 € 0 € 3,600
Tax (25.5%) € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 2,621
Kamer Van Koophandel € 144 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0 € 0
Total outflows
€ 33,424 € 23,280 € 42,030 € 29,280 € 48,280 € 23,280 € 29,280 € 42,030 € 23,280 € 48,030 € 23,280 € 33,401
Net cash flow from operating activities -€ 24,432 € 2,854 -€ 13,179 € 3,808 -€ 10,497 € 18,159 € 13,558 -€ 1,311 € 15,322 -€ 11,087 € 10,766 -€ 2,392
Financing Activities:
Net cash flow from financing activities
-€ 2,104 -€ 96 -€ 96 -€ 96 -€ 96 -€ 8,096 -€ 8,063 -€ 7,029 € 0 € 0 € 0 € 0
Inflow:
Bank Loan € 25,000 Equity € 30,000 Outflow:
Bank Loan Interest
€ 104 € 96 € 96 € 96 € 96 € 96 € 63 € 29 € 0 € 0 € 0 € 0
Bank Loan Payoff
€ 2,000 € 0 € 0 € 0 € 0 € 8,000 € 8,000 € 7,000 € 0 € 0 € 0 € 0
Total Outflow € 2,104 € 96 € 96 € 96 € 96 € 8,096 € 8,063 € 7,029 € 0 € 0 € 0 € 0
Net cash flow
-€ 26,536 € 2,758 -€ 13,274 € 3,712 -€ 10,593 € 10,063 € 5,495 -€ 8,340 € 15,322 -€ 11,087 € 10,766 -€ 2,392
Beginning cash
€ 44,000 € 17,464 € 20,223 € 6,948 € 10,660 € 67 € 10,130 € 15,625 € 7,286 € 22,607 € 11,520 € 22,286
End cash
€ 17,464 € 20,223 € 6,948 € 10,660 € 67 € 10,130 € 15,625 € 7,286 € 22,607 € 11,520 € 22,286 € 19,894
48
6.4.1 Description of Cash Flow Statement
We distribute our Products via two channels. One is our own online store where we
receive all revenues directly at the end of the month. No payment on account is possible.
Revenues from our retailer partner are recognized in the following month.
The only Inflow we receive in July is the revenues from our Online Store. The revenues
from the Retailers will be received next month.
At the end of June we will invest money in insurance as well as rent. Due to our well-
going business, we have decided to rent an additional room in our office to the prepaid
rent costs have gone up together with the costs for the prepaid insurance. Both assets
are for three months.
6.5 Closing Balance Sheet
Closing Balance Sheet June 30th, 2012
Debit Credit
Current Assets Current Liabilities
Cash € 19,894 Accounts Payable € 18,750
Accounts Receivable € 18,380
Inventory € 6,063 Long-Term-Debt
Prepaid Rent € 3,900 Bank Loan € -
Prepaid Insurance € 3,600
Office Supplies € 1,310
Owners Equity
Fixed Assets Paid In Capital € 30,000
Fixtures & Furniture € 4,350
Accumulated Depreciation € -1,088
Retained Earnings € 7,659
€ 3,263
Total Assets € 56,409 Total Liabilities € 56,409
49
6.5.1 Description of Closing Balance Sheet
The Bank loan of €25,000 has been fully paid off.
A net income of €7,659 is the result of the first year in business.
There is €18,750 on open account. This was the last shipment of 1500 lamps in this
business year. 1015 of them have already been sold while 485 are stored as inventory
in our office.
The last month of sales from retailers is debited as Accounts Receivable. The money will
be collected in the first month of the upcoming business year.
Fixtures & Furniture have been depreciated by 25%.
6.6 Ratios
6.6.1 Current Ratio
Current Ratio is calculated by current assets divided by current liabilities, it is used to
evaluate our company’s liquidity. So, for our company:
Current Ratio= Current Assets/ Current liabilities= 53,146.29/ 18,750.00=2.83
6.6.2 Return on Common Stockholders’ Equity (ROE)
Return on Common Stockholders’ Equity is calculated by net income divided by average
common stockholders’ equity. Because of the beginning stockholder’s equity is same
with final stockholder’s equity, so our company’s ROE is:
ROE= Net Income/ Average Common Stockholders’ Equity = 7,658.79 /30000= 14%
50
6.6.3 Return on Assets (ROA)
Return on Assets is calculated by net income divided by average total assets, so our
company’s ROA is:
ROA=Net Income/ Average Total Assets= 7,658.79 / [( 56,408.79 + 65,000)/2]=12.6%
This means our assets generate profits is effectively.
6.7 Break-even Analysis
Our fixed costs equal € 324647.5
Our variable costs are € 12.50
Break Even Point: Fixed Costs / (Sale Price-Variable Cost)
324647.5/ (59,95-12,5)= 6842
51
7. Appendix
7.1 Questionnaire
Questionnaire for IntelBright
Dear Sir/Madam:
Thank you for taking the time to fill in this questionnaire. We are a new lamp company.
We will produce a smart lamp in the future, which is able to sense the light conditions
in your room. This lamp also notices movement so it will automatically turn itself on as
soon as you begin working on your desk.
First of all we want to do a market survey and we would really appreciate your
participation in this survey.
Please choose the answer, which suits best for you.
Gender:□Male □Female Age: ____
Q1. What kind of company are you working for?
□ Service □ Not working □ Retail business □ Own company □ Other____________
Q2. How long are you working at your desk at your office per day?
□ 0-3hours □3-6hours □6-9hours □Over 9 hours
Q3. How long do you work at home per week?
□ 0-2hours □2-4hours □4-6hours □Over 6 hours
Q4. How often do you use your computer when you are working?
□ Never □ 1-2 days a week □ 3-5 days a week □ 7 days a week
52
Q5. Do you have headaches or eye issues when you are working? If so, what do
you think causes your issues?
□ No □ Sometimes □ Yes, because of □ Computer □ Not enough Light □
others ______________
Q6. Do you protect your eyes and if so, with which means?
□ Glasses □ Sufficient Light □ Others _____________ □ No
Q7. How often do you forget to turn on the light when you are working?
□Never □Not often □Sometimes □Always
Q8. Would you be interested in a lamp that turns itself on and off automatically?
□Yes □No
Q9. If you have a lamp, what functions for the lamp do you want it to have?
(Multiple answers possible)
□ Light and Movement Sensor □ Protect eyes □ Appealing design
□ Energy-friendly □ No other functions □ Others
___________________________________________________
Q10. Would you be interested in customizing your lamp?
□ Yes □ No
Q11. How much money would you be willing to pay for a lamp?
□Under €30 □€30—€60 □€60—€90 □Over €90
Thank you for your time and your participation.
53
7.1.1 Survey Results Graph
We handed out questionnaires on the street to people who have a job and received 200
answered questionnaires. The results are showed below:
Total amount of time people spend at a desk per day
72%
3%
21%
4%
Type of company people work for
Service
Manufacturer
Retail
Other
29.50%
50.00%
22%
87.50%
21% 16.67%
73%
0
47.50%
33.33%
5%
12.50%
2% 0 0 0 0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Service Manufacturer Retail Other
0-3hours
3-6hours
6-9hours
more than 9 hours
54
We see that most people in service business and about 21% works in retail business.
Among those, more than 50% of the people work at a desk for more than three hours a
day. The needs of light at their desks is huge.
More than 70% of the people said that they have headaches and eye issues while
working on the desk, and these problems are mostly caused by long-time working with
insufficient lightness.
The following figure shows how often people forget to turn on the light when it gets
dark outside.
This graph indicates that most people have ever forget to turn on the light. Base on this
fact, IntelBright offers a solution with lightness sensor.
11%
29%
53%
7%
0%
10%
20%
30%
40%
50%
60%
never seldom sometimes always
55
How many people are interested in IntelBright and willing to buy
In the beginning of our business, we want to focus on the first target segments
(business people), who spend most of their time working on a desk, the majority of
them is at such an age that eye issues come easily, caused by poor lighting, etc.
65% 60%
10% 10%
25% 30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Students Business People
Others
Unwilling to Buy
Willing to Buy
10%
45% 30%
15%
How much (EUR) at most that people would be willing to
pay for an Intelbright
under 30
30-60
60-90
over 70
56
Furthermore, once business people are attracted by IntelBright, they will recommend
or even directly buy IntelBright for their family, especially their children, who also
spend a lot of time studying on a desk, because our product is able to protect their eyes.
Finally, we will be able to build a stable and strong brand image that IntelBright is the
symbol of smart lamp, eye-care and eco-friendly.
57
7.2 Lists of sources
7.2.1 External Analysis
DESTEP:
Demographic
http://de.wikipedia.org/wiki/Wirtschaftssektor
http://www.cbs.nl/en-
GB/menu/themas/bevolking/publicaties/artikelen/archief/2009/2009-2753-wm.htm
DAAD, Studienführer Niederlande
http://www.cbs.nl/en-GB/menu/themas/bevolking/cijfers/extra/piramide-fx.htm
Ecological
http://bj.house.sina.com.cn/decor/bx/2005-05-27/103776579.html
http://www.cgwindpower.com
http://www.ikzm-d.de/inhalt.php?page=155,3211
Economic:
http://www.indexmundi.com/netherlands/gdp_per_capita_(ppp).html
http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal)_per_capita
http://ec.europa.eu/economy_finance/eu/forecasts/2010_autumn/nl_en.pdf
Social/ Cultural
http://www.ceua.org/into/country/598/1168411906d23754.html
http://en.wikipedia.org/wiki/Holland
58
Technological
http://www.internetworldstats.com/eu/nl.htm
Political
http://www.bpb.de/themen/3HTMB3,0,0,EU_stellt_Klimaziele_vor.html
Competitors Analysis
http://www.philips.com/about/company/history/index.page
http://www.philips.com.au/c/livingcolors/11647/cat/#tabState=0;filterState0=LIVIN
GCOLORS_SU_AU_CONSUMER%3Dtrue
7.2.2 Marketing Plan
Marketing Mix
http://www.sanoma-adverteren.nl/nl-web-Tarieven_facts-Print-
Tarieven_Formaten.php?brand=86
http://www.bedrijvenbeurs.nl/downloads/2011/Inschrijfformulier_Oss.pdf
http://www.drukland.nl/drukwerk/flyers-
drukken.html?gclid=CIPwicu15agCFUcm3goduiATDg
7.2.3 Logistics
http://www.clii.com.cn/
http://detail.china.alibaba.com/buyer/offerdetail/911320224.html
http://51sole303048.51sole.com/
http://www.jctrans.cn/English/
http://www.tnt.com/express/nl_nl/site/home.html
59
http://office.flexas.com/property_details.vc?propertyId=4582
7.2.4 Financial Plan
Sales Forecast
http://www.cbs.nl/en-
GB/menu/themas/bevolking/publicaties/artikelen/archief/2011/2011-3365-wm.htm
http://www.cbs.nl/en-
GB/menu/themas/bevolking/publicaties/artikelen/archief/2011/2011-3365-wm.htm
http://www.cbs.nl/en-
GB/menu/themas/bevolking/publicaties/artikelen/archief/2008/2008-049-pb.htm