JOYCE MARINE BUSINESS PLAN
Corporate goals
 JOYCE MARINE Co., Ltd. (JOYCE MARINE registered trademarks
of their international), hereinafter referred to JM, the spirit of selfowned shipbuilding for more than three decades of rich experience
and unique technology of the open mold confidence, combined with
stylish art design and advanced manufacturing technology in the
international market to promote the establishment of own-brand
JOYCE MARINE, build and Italy with quality customized luxury
yachts, Taiwan onto the world stage, from Taiwan's image of cheap
quality.
 JM selling its own brand of high-quality customized luxury yachts,
creative, integrated production line, set up the standardization of
operating procedures, making mass production and customization
complementary, to achieve maximum production efficiency. To the
success of its own brand into Europe and the United States off the
top layer, JOYCE MARINE set up a synonym for luxury.
 JM to "quickly", "high", "good" for quality of service objectives:
"Quickly": speed quickly in order to achieve the fastest time product
delivery and resolve customer problems.
"High": high-quality, so that customers do not worry.
"Good": Good Service so that customers feel intimate services.
JOYCE MARINE builds luxury yachts
Company Profile
 1. Company Name: JOYCE MARINE Co., Ltd.
 2. Company Address:No.1 Penglai Road, Gushan District, Kaohsiung
City
 3. The creation date: March 2004
 4. Chairman of Company: Chuang Fung-Feng
 5. The amount of paid-up capital: NT 50,000,000 yuan
 6. Company ID: 80377962
 7. Number of employees: 12 people (excluding outsourcing)
 8. Contact person: Antoney Chuang, general managerf
 9. Contact Tel :07-5310123, fax :07-5311388
 JOYCE MARINE Co., Ltd. is located in Kaohsiung City Center Pier 10,
the yachting community for Taiwan's well-known brand of luxury yacht
major factories.
 JM was established in March2004 the current market dominated by
Europe and America, there are New Zealand and Australia and the
Middle East to be developed.
 JM main products are 74-86 feet of large-scale FRP structural power
turbine yacht, owned by the technical team can also be independently
developed 40-120 feet ship mold to meet customer requirements.
Company history
 The company's technology and management consultant, Mr.
Zhuang Zu-Shou more than 30 years ago co-founded with partner
Charles yachts, a decade after the establishment of Chia-Hung
yacht. These two companies are Taiwan's long-standing members of
the yachting community Leaders of the leading manufacturers of
yachts built by the international market has perceived certain brands
in Europe and America must have the status of the market.
 Mr. Zhuang Zu-Shou early involvement of wood shipbuilding design
production, after the range of iron-hulled vessel, and then
transferred to FRP structure yacht, shipbuilding experience, integrity
and qualifications. Alone to the field of FRP structures is concerned,
the handling of the yacht design has so far produced more than
2500, the industry claims that live shipbuilding dictionary, it is rare
for the professionals.
 To make the concept of skill has been passed, Mr. Zhuang Zu-Shou
was the occasion of the retirement age, combined with a high
degree of conservation of its major fashion son, General Manager Mr. Zhuang Ming-Feng, founded JOYCE MARINE Co, Ltd., a view to
Taiwan's yacht industry re-injected into a flowing water.
Joyce Marine Zhuang surname Father and Son, is
currently the world's fourth-ranked Royal Yacht Taiwan,
Kaohsiung industry, the main leading yacht company
founder and leader
World Yacht Market Overview(1)
 Europe and the United States and other developed
countries has a large number of home yacht, only the
United States sold over 6-700,000 one year.
 Europe, the United States and Canada and Australia to
develop the region for a highly civilized country, its people
are closely related to leisure activities and water, vessels of
the yacht for an indispensable tool, has become part of
culture, the market and highly sophisticated replacement
fast, active secondary market and the huge system flow
rate, regardless of the hardware facilities of public or club
patterns are very incomplete, the extent of popular
participation in other areas more than of yacht design,
function and performance have a high degree of cognitive
and having open and transparent valuation system. At
present, these areas are the main operating market, and
concentrate firepower concentrated in countries with
ancient civilizations in Europe.
World Yacht Market Overview(2)
 Middle East oil producing countries in the traditional
construction and development of complete hardware, the
trend in Europe and America tend to follow up, the yacht
began to develop its own market, the demand for the
emergence of the quality of performance requirements
and the extent of no less than European and American
markets, based company is emerging strongly
developed market.
 Hong Kong Yacht highly intensive regions, strong
demand in mainland China, the potential for good, and
the active construction in coastal areas in recent years
very large marina, the future demand can not be
underestimated.
Taiwan Yacht Industry Overview(1)
 Taiwan yacht development, has been towards large-scale, refinement of
advanced yacht mainly in the international yacht market, direct with Italy,
the United States, the United Kingdom and other international famous
large yacht competition factory formed to enhance the technical
capabilities, production efficiency and brand Value, enhance the overall
market position in Taiwan yacht, and strengthen brand power and the
development of mass production of high-value-type yacht.
 In response to M-shape society, the global yacht market is beginning to
show a different situation, apart from large-scale high-value-based
pleasure craft, mass production-type yachts become another
development direction. These yachts, but the market demand for lower
prices, and therefore focus on is an advanced process technology,
product cost control and good marketing channels.
 RIVIERA shipyards such as Australia, the annual production of 360
yachts (60 feet), annual production value of about 300 million U.S.
dollars. Such mass production techniques can be applied to the megayacht production, reduce production costs mega yachts.
 Large-sized yachts, mega yacht is the world trend of development, the
characteristics of this type of yacht is customized, high quality, luxurious
comfort, as well as high-quality image, in order to achieve these
characteristics, often requiring a higher level of technical standards, and
These top-level yacht also represents a high value-added
Taiwan Yacht Industry Overview(2)
 Emerging markets of Asia has become the focus of public attention,
especially in mainland China's rapid economic growth, produced a
number of potential customers, according to British media Yacht
statistics, Chinese consumers have the potential yacht 23,000,000
people.
 Faced with such a market, in comparison to other major producing
countries in terms of the yacht, Taiwan has an excellent location on
the edge, but also has a good climate, this kind of mass productiontype yacht for most of the FRP materials, If the temperature below
15 degrees, in the resin, such as the use of chemical material will be
much difficult in higher-latitude countries like Japan, South Korea,
the winter will not fit FRP production yachts. Therefore, if Taiwan
yacht production technology can be set up at production yacht
dominant position, it is not easy to replace.
 According to the Kaohsiung City Government Economic
Development Board statistics, in 2007 exported 235 yachts, in
January 2008 to October 194, and at present all over the world for
more than 60-foot yacht, there is 100 per 5 are manufactured in
Taiwan, foreign Research report shows that in the yacht industry on
one dollar of investment, can be triggered from 6.5 to 10 U.S. dollars
of economic effects.
JOYCE MARINE operating principles
 JM's product positioning is designed for superior taste of the
distinguished people who build yachts, all specifications tailored for top
customers. JM Xu operating since the service industry, selling its own
brand of high unit price (Trade Mark: JOYCE MARINE) luxury yachts,
targeted at the elite world's top success. JM does not therefore get a
single price, the maintenance of living in order to concentrate on fixed
profits to build a boutique at the same time adhering to high standards of
construction quality.
 The company can undertake the construction of yacht size range from
40-120 feet of yacht design and manufacture can access a single, but to
achieve the best economy of scale of production efficiency, in the future
will continue to be a main push 74-86 feet of large-scale FRP Yachtbased power company's hot-selling merchandise, and in response to the
global economic downturn, especially the new 4-50-foot yacht on the
portable in order to attack this one niche market.
 JM's long-term corporate business plan for the set in Europe, the Arab
world, and other oil producing countries, the Americas, New Zealand
and Australia for JM's major markets, Hong Kong, China as an emerging
market to the current capacity of the company's existing situation, should
be able to easily to reach full load capacity of short-term objectives.
A variety of different sizes, styles yacht
interior and appearance
Yacht is divided into three main functions, including the sport-type yachts,
most of this type for small boats, deeply loved Youth;
leisure yachts, vacation home is for many purposes;
the other for business travel, but also the installation of the most luxurious ,
usually entrepreneurs or celebrities are used to a banquet, the meeting
organized by the party or venue.
Future trends - luxury mega yacht
JOYCE MARINE
construction performance: medium and
large over the 78-feet luxury yacht
82-102 Classic
American style of classical, country style,
low-key luxury, attention to functional;
78-103 Sports
Streamline European fashion, taste for
excellence, focus on the performance of
control
80-105 Classic
Yacht engineering team performance
 Engineering team designed and manufactured for export works yacht specifications,
quantity and Manufacturing Factory
36-foot 830 Ho-Hing Plastic Glass Co., Ltd.
37-foot yacht 86 Asahi Corp.
36-40 foot yachts 180 Hexing Co., Ltd.
40-foot yacht 202 Kha Shing Enterprises Co., LTD.
43-foot yacht 198 Kha Shing Enterprises Co., LTD.
49-foot yacht 98 Kha Shing Enterprises Co., LTD.
52-58 foot yachts 289 Kha Shing Enterprises Co., LTD.
67-82 foot 5 JOYCE MARINE Co., Ltd.
70-78 foot yachts 80 Kha Shing Enterprises Co., LTD.
80-110 foot yachts 52 Kha Shing Enterprises Co., LTD. Total 2020 (boats)
 Engineering team design and manufacture of steel vessel has been factory specifications
Works Record Manufacturing Factory
220 tons 3 United Shipyard
250 tons 4 United Shipyard
300 tons 6 United Shipyard
450 tons 1 United shipyard Total 14 (boats)
 Engineering team designing and manufacturing specifications for the use of works of
domestic passenger ships have been factory records (ship) Manufacturing Factory
19 tons Tsengwen Reservoir classical type passenger 8 Ho-hing plastic glass company
19 tons of Sun Moon Lake Yacht 3 JOYCE MARINE company
19 tons Penghu 2 JOYCE MARINE Company
19 tons of Kinmen County, 1 JOYCE MARINE Company
120 tons to the Ryukyu Tungkang transport ship 1 Kha Shing Enterprises Co., LTD. Total
15 (boats)
JOYCE MARINE Marketing strategy small functional luxury yacht
 The company's decision to cut 46-52 feet of luxury functional niche
market of small pleasure craft. This yacht is the development of
manufacturing tooling, new production line for enough volume to
mass production of the Order.
 Sparrows yacht is small but fully-equipped with basic life functions,
design avant-garde modern full, and speed even more than large
yachts of 2-3 times, with the exception of the provision of the daily
life of the use or appreciation of entry-section outside the yacht and
can be stored in more than 200 sq ft super yacht as a small boat or
on the boat to escape the use of a very affordable price, lock the
middle class of the consumption power of the pyramid for the top to
have a better car are belong to Level of consumption, although the
company are low-priced products, but Gross margin remained at
20%.
 This yacht at the international market, at present only a single
manufacturer of a virtual monopoly in the market, this company
pricing strategies to consider this one into the market could be met
with considerable profits, so the fund-raising For This yacht
development of manufacturing tooling, the new provide enough
capacity for the production line to mass production of the Order.
JOYCE MARINE Marketing strategy –
100 feet above the large yacht
 The Company for the Middle East oil regional
market demand, lock 100 feet or more large
yachts, and luxury of doing himself.
 This unusually high gross profit yacht, almost
every manufacturer can be a gain in terms of
tooling costs, so will be open during the same
period two new production lines, two groups
simultaneously to create a new mold, so the
Company will have Small, Medium, Large
Product integrity lines, flexible capacity to
provide different kinds of consumer demand, in
the recession period, have more sources of
Order.
Fashion Leaders Heinz Jürgen KROGNERESPRIT Chairman & Group Chief Executive Officer is
JOYCE MARINE loyal customer, and the other Mexican
American Customer Order Units 4 hours to decide that
one hundred million NT customized mega-yacht
Set up the brand and channel position
 Strengthen the confidence of foreign consumers
and to increase in Europe and the United States,
the Middle East, Asia and other regions of the
sales pipeline, the Company will work with
distributors in Europe North Star co-operation
set up 15 distribution positions
 North America and Central and South American
region sales pipeline, the Company will be set
up with 10 Where To Buy
 Teo Simeon activity fees, media advertising
expenditures, yacht exhibition booth fee (one
year) warranty repair deposit distribution.
SWOT Analysis
 Strength:
 With more than three decades of rich experience in
shipbuilding.
 The unique open-mode technology confidence, but
others can not imitate the unique creativity.
 Diversity and customized manufacturing services to
undertake the construction of yacht sizes range from 40120 feet of yacht design and manufacturing orders can
be.
 In response to the international economic situation,
flexible adjustment of product specifications, competitive
prices.
 To increase in Europe and the United States, the Middle
East, Asia and other regions of the sales pipeline, the
Company has distributors in co-operation set up 25
distribution positions.
 Weakness:
 Nowadays the old yacht construction sites, and there is a
half open-air status, in case of bad weather, only use half
of venue construction, hampered efficiency.
 Subject to the hinterland of limitations must have Factory
production capacity constraints, the expansion is not
easy to ship a limited amount of supply.
 The factory without test tank, each test will increase the
water lifting costs, greatly reduce production efficiency.
 Shipyard yacht design itself is more a lack of relevant
professionals.
 Hard to find skilled workers, as well as problems of an
aging workforce.
 Opportunity:
 Combination of fashion art and design with advanced manufacturing
technology, to create same as Italy with quality customized luxury yachts,
and with the European manufacturers with the grades received by the
European market.
 The company-specific design and development capabilities, customers
can directly meet the various needs, do not have to ask somebody else
to foreign well-known designers, virtually reducing the cost of purchase
of the customer.
 Judging from the role of foreign agents, the company launches a
reasonable price and good quality.
 Set up in Europe, Australia and the Middle East distribution network.
 To meet market demand at all levels a wide range of different market
segments for the Order.
 Production line into 46-52 feet of luxury functional niche market of small
pleasure craft.
46-52 feet of luxurious functionality of small pleasure craft on the
international market, at present only a single manufacturer of a virtual
monopoly in the market, in accordance with the Company's pricing
strategy into this market, could be met with considerable profit.
 The company's future orders will also be the order of large areas of
Europe and the Arab world yacht manufacturing its own brand as a
priority, supported by the United States, Australia, Hong Kong and the
region of the original agents yacht own-brand orders higher gross profit,
and finally with OEM orders will be filled with spare production line.
 Threat:
 Dependence on major international markets.
 Economies of scale phenomenon recession after 1990, because the
international situation changes, the North American market to shrink,
yachts reduced export volume, making yacht manufacturing plant
can not be substantial to gain advantage.
 Global energy and raw materials continues to rise up stress.
 China's rapid industrial rise of yachts for several years growing
export yacht, big step to follow behind in Taiwan so that Taiwanese
manufacturers feeling the pressure of competition on the Chinese
yacht.
 Recently, the international economic situation suddenly deteriorated,
consulting, much longer period, prices and adversely affected the
production of the scheduled program to reduce the production
efficiency and equipment Jia moving rate, resulting in higher
manufacturing fixed costs.
 So far the global financial and economic situation remains unclear,
the regional, national, industry affected by varying degrees, the
company is facing is the global market, rather than a single region,
country.
The new plant capacity for the current
amplification of 5-fold
 Super-large and small die once developed, will be able to give full play
to the flexibility of the marketing strategy, even though the economy
because the impact of customer to consider a view to lengthen, but the
gross profit margin high, still above the medium-to large-scale
production of yachts as a priority, at waiting period, will be able to
produce small and medium-sized yacht orders to fill production capacity.
 On the other hand when the market on brand JOYCE MARINE small
yacht, better quantity, brand visibility on the higher sales for the super
yacht is even more beneficial, mutually reinforcing, flexible and fast to
cope with changes in the market.
 Our current production efficiency has been upgraded to every vessel
(80 ft) construction period of only 7 months. If this condition of the
company in profit analysis, a conservative estimate of annual
production capacity of 4, the average unit price of NT then 1 billion, 20
percent gross margin, gross profit of about a year when the NT 8 million.
 The Company set up a new plant, will be amplified for the current
production capacity of 5 times, which is the target output is set to 18-20
in order to meet market demand.
The Company looks forward to knock in the near future the Middle East
(Dubai) market gate, so the target will be reached easily.
Demand for funds
Unit 10,000USD
5.13 acres Linhai Industrial Area, 1293
yacht directly into the water space
52-foot ship model development
60
130-foot ship model development
132
Distribution channel fees
228
DJ light steel structure plant
180
The factory test tank
120
Central Dust environmental
protection equipment
Total amount
80
2093
The next six years revenue forecast,
unit: 10,000 U.S. dollars
118feet
130feet
Revenue Net
forecast profit
Year
46feet
model
80feet
2009
15
5
1912
382.4
2010
30
5
2515
503
2011
25
5
5625
1165
2012
25
5
5
6154
1230.8
2013
10
10
5
6882
1376.4
2014
10
5
7335
1467
5
5