2012
Avans Hogeschool Den
BoschKoen Glimmerveen
2032255
Jorg Hanssen
2029150
Tom Schilleman
2031711
Marta Segovia Martin
2065295
Ludo Stanziani
2027820
Rik Tiebosch
2031823
Hr. H. Venmans
[BUSINESS PLAN]
Table of contents
Introduction............................................................................................................................................. 3
Management summary ........................................................................................................................... 4
1. Organization structure ........................................................................................................................ 6
1.1 Mission statement ......................................................................................................................... 6
1.2 Vision ............................................................................................................................................. 6
1.3 Distinguishing capacity .................................................................................................................. 6
2. Product information ............................................................................................................................ 6
3. Organisation structure .................................................................................................................... 7
4. Review at the market research ....................................................................................................... 7
5. Market strategy ............................................................................................................................... 9
5.1 SWOT ............................................................................................................................................. 9
5.2 Confrontation matrix ................................................................................................................... 10
5.3 Strategic option ............................................................................................................................... 10
5.3.1 Strategic option 1 ......................................................................................................................... 10
5.3.2 Strategic option 2 ......................................................................................................................... 12
Conclusion ......................................................................................................................................... 12
6. Marketing mix ................................................................................................................................... 13
6.1 Product ........................................................................................................................................ 13
6.2 Public ........................................................................................................................................... 13
6.3 Promotion.................................................................................................................................... 14
6.3.1 Business 2 business .............................................................................................................. 14
6.3.2 Business 2 consumer ............................................................................................................ 14
6.4 Price ............................................................................................................................................. 16
6.5 Place ............................................................................................................................................ 17
7. Operations ......................................................................................................................................... 18
7.6 Firm infrastructure ...................................................................................................................... 19
Managing Director ......................................................................................................................... 19
Financial department .................................................................................................................... 20
Sales department .......................................................................................................................... 20
Marketing department .................................................................................................................. 20
Procurement department ............................................................................................................. 20
7.7 Human Resource Management ................................................................................................... 20
7. 8 Technology ................................................................................................................................. 20
1
7.9 Procurement................................................................................................................................ 20
8. RISK ANALYSIS.................................................................................................................................... 21
8.2 Stock from the iEgg...................................................................................................................... 21
8.3 Higher costs than expected. ........................................................................................................ 21
8.5 Unexpected entrance of competitors. ........................................................................................ 21
Threat vs. plans ................................................................................................................................. 22
10. Sale forecast .................................................................................................................................... 23
Consumer confidence.................................................................................................................... 23
First Channel; Web shop for consumers ........................................................................................... 24
Second Channel; Web site for resellers ............................................................................................ 24
Third Channel; Consumer Fairs ......................................................................................................... 24
Fourth Channel; Sales to Web Resellers............................................................................................ 25
Fifth Channel; Small Shop Resellers .................................................................................................. 25
Sixth Channel; Franchise Resellers .................................................................................................... 25
Seventh Channel; Companies for branded promotional Gift pack/Giveaway’s ............................... 25
11. Financial........................................................................................................................................... 26
12. Future prediction............................................................................................................................. 28
2
Introduction
We are a student company who develops our entrepreneurial competencies setting up a real
company during 6 months. At the end of the sixth month we will liquidate the company and we will
give dividend to our shareholders.
We are ‘’We R Louder’’. Our company is going to import an sound amplifier of the iPhone from
China, to sell it on the Dutch market. The name of our product is “the iEgg”. And the product will be
used to improve and extend the use of the iPhone. The iEgg is a silicon product, which can be used as
sustainable new type of docking station for the iPhone, which doesn’t need any type of energy, and
amplify the loudness of the telephone.
The six entrepreneurs have a specific goal to ensure that the student company is going to be a
success. The goal of We R Louder is:
Writing a business plan for We R L0uder about how they can successfully import and market the iEgg.
The main goal of We R L0uder will be making a profit and add value to the iEgg.
To achieve this goal, the company has set up a structure: organization structure, product
information, marketing mix, SWOT analysis, confrontation matrix, the choice of the strategic option
and the explanation of it. Also the marketing and the sales forecast will be clearly displayed together
with the financial part. It whole plan will be resumed in the conclusion. The recommendations will be
here too.
3
Management summary
There are 2 strategic options that are a result of the SWOT. WE R LOUDER is mainly going to focus on
strategic option number 1 because this one has so much potential. Strategic option 2 will be
combined with strategic option 1 because the iEggs strong USP will definitely be used trying to sell
the product in the several selling channels. The strategy’s:
Strategic option 1
Growth strategy; use the low selling price to penetrate the market and use the multiple selling
channels
This certain approach is perfectly suited for the operational excellence strategy. This means we offer
a product with a consistent quality for an affordable price.
-
The business relationship with the manufacturer has to be retained
Within 6 months be the main and cheapest supplier of iEgg’s in the Netherlands
Strategic option 2
Growth strategy; use the strong USP to sell the original iEgg in physical shops.
This certain approach is definitely suited for the product penetration strategy (Ansoff). This strategy
is mainly effective when selling products that add something to another product, in this case the
iPhone and the iEgg. But to insure success a big communication budget is needed or a well-known
brand has to introduce the new product.
-
Create more brand awareness
Invest in communication (more budget)
Gain new clients (prospects)
The STP-Model has been used to describe the target group, where the strategy’s will be focused on.
This target group is; ‘’Men and Women between the age of 15-25, who possess an iPhone’’. This is
the primary target group of the iEgg. There will also be a secondary target group. This is; ‘’Men and
Women who possess an iPhone and who have not the age of 25-35’’.
For the promotion, WE R LOUDER will focus on 2 main focus groups: B2B and B2C. These groups will
be briefly described below.
Business 2 business
The main promotion that will be used for Business 2 Business is personal contact. WE R LOUDER also
has a web site /web shop; www.werlouder.nl . This channel will mainly be targeted at the consumers
but can also be used by business-to-business clients.
Business 2 consumer
Since the iEgg is relatively unknown product, a lot of promotion has to be made in order to make the
consumers aware about the iEgg. Therefor there are a lot of promotion tools WE R LOUDER wishes to
like: fairs, flyers, facebook, twitter, google+, youtube, webshop and google ad-words.
The cost WE R LOUDER makes, as a student company, are slightly different than other companies.
Some costs are significantly lower such as wages, fixed assets, current assets and many more.
Because many of these costs are lower or do not even apply to WE R LOUDER, they can sell their
4
products for less than the competition. WE R LOUDER divided several different selling channels. We
spread our abilities over these channels to maximise our sales potential on a short period.
With the value chain of Porter WE R LOUDER listed the fact concerning inbound logistics, operations,
outbound logistics, marketing & sales, service, firm infrastructure, human resource management,
technologies and procurement. All these categories pictures a wide range of matters WE R LOUDER
has to deal with.
WE R LOUDER is a company with low risk, due to the fact that the initial investment is quite small,
and the profit it may achieve is high in relation with that investment. Despite this fact, WE R LOUDER
has some risks to take into account, therefore WE R LOUDER must try to avoid them to obtain the
best profit that is possible, WE R LOUDER has a plan against risks. The sales forecast gives underlying
information about the figures of the sales forecast for the first months of WE R LOUDER S.C. The
forecast that gives you an overview of the realistic expected sales potential. WE R LOUDER has
divided several sales channels into seven forecast categories, and divides the two current product
types is currently put up to sale.
When customers think about WE R LOUDER we want to them about a fresh, new and youthful
enterprise who have done a great job. Selling a good product and managing the company wisely and
confidant. Shareholders will be paid with extra dividend when the company is doing good to show
them our gratitude.
5
1. Organization structure
1.1 Mission statement
To successfully import the iEgg and sell it to “Men and woman between the age of 15-35, who
possess an iPhone” .
1.2 Vision
In the next few years be the main supplier of durable and portable sound amplifiers in the
Netherlands. Develop new concepts and keep improving the sound quality of the amplifiers. In the
next 5 years WE R LOUDER wants the Dutch population to intensively use sound amplifiers, which
need no energy and are therefore sustainable.
1.3 Distinguishing capacity
WE R LOUDER is a student company, which means they don’t have to pay expensive wages. This
means they can sell their original iEgg at a low cost because the wages are kept as low as possible.
WE R LOUDER is a one of a kind student company who is selling a one of a kind product on the Dutch
personal audio & video market.
2. Product information
The iEgg is a silicon product which can be used as a new type of docking station for the iPhone. It is a
new type of docking station because you don’t need any type of energy to amplify the loudness of
the telephone. Here below you can see the product information about the I egg:
Product:
iEgg
Type Phone:
iPhone 3G, 3GS, 4, 4S, 5
Weight:
102 Grams, 138 Grams with packaging
Measures:
7 x 5 x 4 Centimetres
Colours:
9 different colours
Base material:
Silicon
Suppliers:
Quality Components Ltd, Hong Kong, The agent is Btt Bv 1
Minimum number:
300 Pieces
Costs package:
€0,32
Costs printing:
Normal printing €0,06 Tampon printing €0,45
Costs:
€0,98 * 300 Pieces= €294,- without package, printing and transport
Transport Airplane:
Transport by plane will cost WE R LOUDER €255,-. This will cost
€0,85 per product.
Sound:
The iEgg enhances the sound by 19 DB.
1
http://www.btt-bv.com/nl/
6
3. Organisation structure
Our chairman Koen will organize weekly meetings and action lists will be used to keep track of the
process of the company. Every person is responsible for their own department and has their own
responsibilities. Shareholder meetings will be organized to inform our shareholders and satisfy them.
Also the JO mentors will receive weekly updates about the company’s progress and potential sales.
WE R LOUDER will operate the same way as a B.V. but in reality it has no legal form. That’s why WE R
LOUDER will be seen as a S.C. or Student Company. Things like VAT will be paid to the tax office and
can also be claimed back. The shareholders are not responsible for the success of the company and
won’t pay possible debts. The employees of WE R LOUDER are not responsible for debts; the
shareholders will receive an additional bonus or dividend when WE R LOUDER is making a profit. It’s
not allowed for WE R LOUDER to accept financial sponsorship such as donations but third parties can
finance things as gas expenses.
WE R LOUDER needs to bear in mind that without a 50% support rate of their shareholders important
decisions can’t be made. Important issues need to be discussed with shareholders, such as products
changes or making decisions about big amounts of money and how to spend it.
4. Review at the market research
The most important findings of the DESTEP analysis is that the consumption by households is
declining. Raising inflation caused this and a to low adjustment. The forecast shows that 2013 the
purchase power will decrease even more. It could even drop further when the government has to
decrease their expenses and increase incomes. This has impact on the purchase power.
Also important is the behaviour of costumers. The orientation and purchases on the Internet is rising.
The main motivation is that they can shop when they have time instead during opening time of
stores. The second motivation was due the wide assortment and the third was the price related. In
2015, cross channel selling, will have the biggest market share for selling.
Another behaviour of the customers is that people wish to buy durable and eco friendly products.
Consumers rather buy products that are then products that are not.
When it comes to the market, GFK did a research. The total amount of iPhones can be calculated by
using this research. Research indicated that 27,6% of all the smart phones is an iPhone. In the
Netherlands 28% of all the phones is a smart phone; this is equal to 5,544,000 smart phones. Of all
these smart phones, there are 1,530,144 iPhone users.
7
The iEgg will operate in the market for personal audio and video which is experiencing a slight
increase of 1% to a total turnover of €235 million. In 2010 the sales increased by 2%, especially
headphones, mini speakers and mp3 players were popular.2 The iEgg can be placed among the
personal audio and video market (mini speakers)
The target group was found by quantitative and qualitative research. By asking the customers to fill
in their age, the use of speaker and the satisfaction about the speaker in the online survey, WE R
LOUDER was able to select a target group. In order to obtain more information about this group 1535 years old, WE R LOUDER has selected 9 people who can be placed in this age category.
In all the 9 interviews the people who were interviewed were between 20 and 30 years old and
enthusiastic about the product. All the interviews had a different opinion. Half of the people said that
the best option to sell was to use a web shop while the other said B2B sales. All the 9 interviewees
agreed about the price.
In order to match the target group, WE R LOUDER will position the product as an innovative product
with a clear and distinctive product-benefit in comparison to the substitutes. It will be introduced as
a trendy and useful product that also is a cool gizmo to have.
Currently WE R LOUDER will be the only Dutch company who is going to sell the original iEgg on the
Dutch market. Other substitution products are available on Amazon.com, allesinwonderland.nl or
alibaba.com.
In order to see the relation in bargain power, WE R LOUDER made a porter analysis. The dependency
of suppliers is fairly great; tough WE R LOUDER has a strong position due to our contact in China and
back-up opportunities in Spain. The power of customers is great due to lot of substitutes, but when
WE R LOUDER defines the exact market position, they can state it is still a blue ocean market. The
availability of substitute products is obvious. So it is evident that it is important for us to work on the
brand awareness. Threat of market entrants is present but thanks to the early moves on this market
WE R LOUDER has an advantage.
In order to import the iEggs to the Netherlands, WE R LOUDER has to decide which type of transport
they will use. The cheapest solution has a delivery time of 8 weeks and the most expensive solution
has a delivery time of 3 weeks. WE R LOUDER wants to add value to the distribution process.
2
http://www.hbd.nl/ages/15/Bestedingen-en-marktaandelen/Wit--en-bruingoedzaken/Audio-envideo.html?subonderwerp_id=837
8
5. Market strategy
The market strategy contains the SWOT analysis, the confrontation matrix and the issue analysis. The
SWOT Analysis displays the internal strengths and weaknesses of the iEgg. It also shows the external
opportunities and threats where the company can’t directly put pressure on. It is a fast and easy
model to describe these processes. The confrontation matrix will be filled in on the basis of the
SWOT analysis. The SWOT analysis and confrontation matrix will help you on which strategy is best
suited for the company. The options will be confronted and will be explained further in the issue
analysis. In this chapter the Ansoff and the Tracy & Wiersema Model will be applied to formulate the
strategy.
5.1 SWOT
Strengths:
1. W E R LOUDER only sells one product so they can meet the specific needs of customers. They
can order iEggs with a specific colour or text.
2. WE R LOUDER is set up by students the communication lines are short. The employees work
together to get better results and communicate 24/7.
3. WE R LOUDER is a student company and doesn’t have to pay expensive salary and costs; they
can sell their iEgg at a low selling price. Which means that they can compete with big
companies with a strong brand.
Strengths
1. Flexible
2. Short communication lines
3. Low selling price
4. Informal and high motivation level
5. Strong USP
Weaknesses
1. No brand awareness
2. (No) stock
3. No experience
4. Product iEgg relatively unknown
5. Time restricted
Opportunities
1. High price substitutes
2. Many selling channels
3. Competitor’s products hardly available
in physical shops
4. PLC: development/introduction phase
5. Introduction iPhone 5
Threats
1. High negotiation power supplier
2. Threat new entrants
3. Negotiations power customers
4. Competitor’s products available at
popular websites
5. Stock competitor
4. Students only, who all want to finish this project as good as possible. This results in a highly
motivated team.
5. WE R LOUDER is the only company within the Netherlands who sells the original iEgg. And it
is a durable and portable ‘speaker’, which is innovative.
Weaknesses
1. WE R LOUDER is not a known company so they don’t have a known corporate identity
2. WE R LOUDER is going to have issues with their stock, how much to order and where to
storage
3. Lack of experience within the branch, could result in fatal mistakes
9
4. The product iEgg is unknown among the Dutch iPhone users
5. Due to the project the student company is time restricted
Opportunities
1. Substitute products such as docking stations are on an entirely different budget level
2. The iEgg can be sold by using several selling channels such as; B2B; present, Christmas,
company printing, relation gifts. B2C; presents, Christmas, ‘want to have’
3. The products such as iHorn and iBamboo are hardly available in physical shops
4. Because the concept is relatively new both the substitute (iBamboo, iHorn) and iEgg are still
in the development/introduction phase
5. iPhone 5 is available in the Netherlands; manufacturer in China is already making a new iEgg
for the phone.
Threats
1. The manufacturer can do whatever they want and sell to whomever they want and they also
control the production process. This results in a high negation power.
2. The products are not expensive to purchase and the margins are good. So it more likely for
companies to enter this market.
3. Customers have many substitute products to choose from so their negotiation power is high
4. The products from our competitor are available at popular websites; this means that they
can increase the awareness of their product.
5. Those big competitors don’t have problems or restrictions regarding the stock, which is a
must; have when you want to do business with a big online web shop.
5.2 Confrontation matrix
S1
O1
O2
O3
O4
O5
T1
T2
T3
T4
T5
S2
1
5
3
0
17
22
7
15
9
17
10
17
7
15
15
17
0
4
6
19
S3
35
20
15
13
12
8
20
22
18
5
S4
0
10
5
7
1
7
1
8
17
0
S5
18
3
28
12
10
0
11
12
10
3
W1
9
9
4
13
10
4
11
12
10
5
W2
0
7
5
0
12
8
10
5
1
24
W3
9
7
13
9
1
16
16
5
5
11
W4
13
13
10
19
4
8
12
13
20
2
W5
1
5
6
8
14
6
8
0
0
10
96
96
96
96
96
96
96
96
96
96
5.3 Strategic option
5.3.1 Strategic option 1



Low selling price (S3)
High price substitutes (O1)
Selling channels (O2)
10
Growth (attack) strategy; use the low selling price to penetrate the market and use the multiple
Selling channels
This certain approach is perfectly suited for the operational excellence strategy (Tracy & Wiersema).
This means we offer a product with a consistent quality for an affordable price.
-
The business relationship with the manufacturer has to be retained
Within 6 months be the main and cheapest supplier of iEggs in the Netherlands
Financial
If you look at the financial chapter you can see that after the Christmas fair WE R LOUDER will make a
profit. This profit will be used for strengthen their market position and gain more brand awareness
also the profit will be used for reinvestment. New iEggs will be bought using that money.
Organisation
Because WE R LOUDER has close contact with other companies who purchase products in China and
especially from this manufacturer(who produces the iEggs). WE R LOUDER will ask them for advice
how to please the manufacturer, so the products are on time and on budget. The sales manager will
make sure WE R LOUDER will have a website which is linked with Google so people can find out what
this so called iEgg is.
Economical
The increased VAT can affect the sales but research revealed that the market for audio and video is
slightly growing. Telephone companies are introducing new sound amplifiers. They even send their
clients an A4 paper so they can fold and create their own ‘paper sound amplifier’. WE R LOUDER
assumes there will be enough potential to sell the iEgg thanks to first impressions of companies,
relatives and fair organisations who have been really positive about our product3.
Result
By reinvesting the profit from the fair WE R LOUDER can establish a better market position and
increase their marketing efforts, which can lead to better results
Risks
The manufacturer can sell iEggs to other Dutch import companies; these companies are more likely
to purchase big amounts, which means that the total purchase price (purchase and freight costs) is
lower than WE R LOUDER. This could affect the market position and can make sure other companies
will be able to offer the iEgg even cheaper then WE R LOUDER can.
3
Market research
11
5.3.2 Strategic option 2


Competitor’s products are hardly available in physical shops (O3)4
Strong USP (S5)
Growth (attack) strategy; use the strong USP to sell the original iEgg in physical shops.
This certain approach is definitely suited for the product penetration strategy (Ansoff). Because the
iEgg is being sold on an existing market (market personal audio and video) but is new on the market.
This strategy is mainly effective when selling products that add something to another product, in this
case the iPhone and the iEgg. But to insure success a big communication budget is needed or a wellknown brand has to introduce the new product.
-
Create more brand awareness
Invest in communication (more budget)
Gain new clients (prospects)
Financial
WE R LOUDER has to invest wisely thanks to the tight financial budget. Extra money generated can be
reinvested in the company and in this case the communication budget. WE R LOUDER’s sales
manager is explaining in the sales forecast what to do and who to contact for finding new prospects.
The employees are going to aggressively sell the iEgg to shop owners because they see enough
potential in this product. The lack of brand awareness has to be taken into account because this
strategy is mainly used by big and strong brands.
Organisation
WE R LOUDER is going to sell the iEgg as cheap as possible so they need to keep track of the
production and distribution process. A storage box can be rented or maybe relatives could help out
with providing a storage room. The organisation needs to think clearly how to combine the demands
with what they can deliver. WE R LOUDER can’t sell no to a company or shop owner because it can’t
afford to lose interested clients. The more WE R LOUDER sells, the more they can purchase which can
result into a better communication budget.
Result
By using product penetration WE R LOUDER can gain more brand awareness and reach out to
potential clients.
Risk
Big import companies could notice the sudden movement in selling portable and durable sound
amplifiers. They could contact and establish a relationship with national phone stores thanks to their
professional network. WE R LOUDER is on a tight budget so communication wise they can’t afford
nearly anything. Creativity and motivation are needed to use this strategy and turn it into success.
The biggest risks are the lack of brand awareness and the lack of a communication budget
Conclusion
Both strategies can be useful for WE R LOUDER to apply and therefore increase their turnover. WE R
LOUDER is mainly going to focus on strategic option number 1 because this one has so much
potential. Of course strategic option 2 will be combined with strategic option 1 because the iEggs
4
Market research, personal audio & video market figures and text
12
strong USP will definitely be used trying selling the product in the several selling channels. But
strategic option 2 is not entirely suited for WE R LOUDER thanks to the lack of a good communication
budget and lack of brand awareness.
6. Marketing mix
6.1 Product
Consumers often think that a product is the physical item that is purchased. Philip Kothler taught us
that a product has three different layers5. These are the core product, the actual product and the
augmented product. Below here the three different layers of the iEgg are explained.
Core Product:
The core product is not the tangible physical product. It can’t be touched. It is the benefit of the
product that makes it valuable. The iEgg has a several amount of benefits. The first benefit is that the
iEgg amplifies the sound by 19,5 dB. There are many complains about the speaker of the iPhone’s.
Normally the iPhone produces 64,5 dB and with the iEgg it produces 83,5 dB.
The second benefit is that the iEgg doesn’t need any form of electricity. This is a durable way of how
to amplify the sound of the iPhone. Normally the docking stations and other amplifiers need
electricity to amplify. These products have a disadvantage when compared to the iEgg.
The third benefit is that the product is made of a silicon material which means it is sustainable. The
iEgg could fall on the floor and is water resistant. It can’t break and this is a big benefit when
compared to the competitors.
The last benefit is that the iEgg is portable. The iEgg is 7x5x4 centimetres and has a weight of 102
grams. Comparable with the competitors this is a benefit.
Actual Product:
This is the physical product. On the right you see the picture of
the iEgg. This is the product; the iPhone can be slide in and it
amplifies the sound by 19,5 dB. Further information can be
found in the chapter product information.
Augmented Product
The augmented product is the non-physical part of the product.
Another issue is the after sales when the consumer still has a
problem when the product is purchased, WE R LOUDER will deliver a replacement product. There
aren’t any additional costs for the consumer. Also B2B clients have the possibility to come up with
their own design and print the company logo on the iEgg.
6.2 Public
Target group:
In the STP-Model of the market research there is a primary target group defined6. This target group
is; ‘’Men and Women between the age of 15-25, who possess an iPhone’’. This is the primary target
group of the iEgg. There will also be a secondary target group. This is; ‘’Men and Women who
possess an iPhone and who have not the age of 25-35’’. In the Netherlands an average of 1.500.000
iPhone users are active. The primary target group has a size of 26% within the age of 15-25, so this
comes down to a total of 390.000 potential buyers. The people who possess an iPhone and have not
the age of 25-35 has a size of 25% this comes down to a total of 375.000 potential buyers.
5
6
http://www.marketingteacher.com/lesson-store/lesson-three-levels-of-a-product.html
Market Research plan
13
Customer Relation:
Why will our customers buy our product? Men and woman spent about 3,5 hours listening to music,
radio and use the Internet on their smartphone every day7. The fact that iPhone users aren’t satisfied
with the loudness of their speaker8, there can be concluded that there is a demand for an amplifier.
There are a lot of substitution products on the Dutch market, for example docking stations and other
energy less amplifiers.
Customer characterization:
Above here the target group is explained. In attachment … is a mood board displayed of Joep
Hendrikssen. He is a person who fits in the primary target group 15-259; He is between 15-25,
possess an iPhone, he has knowledge about many brands, he is a gadget freak, he uses his iPhone 3,5
hours per day and he has an average education level. These characterizations are important to know
for the future marketing efforts. By using this knowledge WE R LOUDER can add value to the
marketing process.
6.3 Promotion
We R Louder will use several promotion tools to approach their customers. The target group has
already been described in chapter public(marketing mix). There are 2 forms of promotion which We
R Louder will use; online- and offline promotions. Then there is a difference in Business 2 business
and Business 2 consumer. Both ask for a different approach but on some levels the two selling
channels can be combined. Both approaches will be explained below.
6.3.1 Business 2 business
The main promotion that will be used for Business 2 Business is personal contact. WE R LOUDER will
approach potential resellers first by e-mail to show them what the product is combined with pictures
and a YouTube ‘preview’. In this mail WE R LOUDER also mentions that they will call within a week to
see if they are interested in the iEgg. If they are, WE R LOUDER visits them, if they are not; WE R
LOUDER thanks them for their time.
WE R LOUDER also has a web site /web shop; www.werlouder.nl . This channel will mainly be
targeted at the consumers but can also be used by business-to-business clients. Business to business
clients will be made aware of our website through the emails, personal contact and business cards.
If the client wishes to purchase the product, they can order them in our web shop. By using a special
code / coupon, they can buy the products for the resellers price instead of the selling price. After
they order the goods, WE R LOUDER will contact them about the delivery times, quantity and
payment methods.
Of course our Business-to-Business clients can visit our Facebook, Twitter, Google+ and YouTube. But
these are mainly aimed at the end consumer.
6.3.2 Business 2 consumer
Since the iEgg is relatively unknown product, a lot of promotion has to be made in order to make the
consumers aware about the iEgg. Therefor there are a lot of promotion tools WE R LOUDER wishes to
use!
Fairs: will be used to promote and sell our product. By hiring a stand, WE R LOUDER is capable to
meet costumers, resellers and suppliers. During fairs, two people will always be present at our stand
to help the costumers. And two people will hand out flyers which is explained below.
7
Spot, investigation Boekje alles over tijd 2012 chapiter 2
http://www.iphoneclub.nl/160235/geluidsproblemen-iphone-4s-houden-aan/
9
Spot, investigation Boekje alles over tijd 2012
8
14
On our stand people can buy the product, see demonstrations and have a chat with the employees of
WE R LOUDER. More information about our actual stand on KerstKreaties please see the
attachments.
Flyers: will be used for two purposes. The first purpose is to let the costumers know who we are and
what we sell including important information such as the website. The second purpose is to let the
costumers know where they can find us on the fair.
Facebook: will be used to share interactive content with our customers. Like several companies such
as BMW, AUDI, Coolblue and Albert Heijn, WE R LOUDER wishes to share content, which requires
interaction. People can find us on Facebook, Facebook link on our website and on our flyers &
business cards.







Share movies
Share pictures
Organise contests
Ask questions to our costumers
Share facts
Upload your photo
Answer questions from the costumers
Twitter: will be used separately. On Twitter WE R LOUDER will share news but most importantly
answers questions from the consumer. These questions will mostly be product and order related. WE
R LOUDER will use this tool next to the email and phone conversations.
Google+: will be used to support Google Ad words. People can give companies a +1. When someone
gives our company a +1, his or her friends can see that you gave WE R LOUDER a +1. This increases
the rank on Google especially for the friends of that person. In order to motivate people to give +1,
WE R LOUDER will use the same setup as required for Facebook.
YouTube: will be our main promotion tool. On YouTube WE R LOUDER will place movies about the
iEgg. In these short movies from approximately 30 seconds, people can see the different purposes of
the product. Certain topics for the iEgg movies:








Unboxing / review for both the iEgg 4(s) and 5.
Music enhancement plus different places where people could use it.
Navigation enhancements.
Printing options and colours.
4(s) iEgg vs 5 iEgg.
Movie enhancements.
YouTube movies.
Other functions for the iEgg.
People can find this movies by entering certain key words in the search bar, our website or through
the Ad words campaign.
Web shop: will be used as an additional sales channel. Since WE R LOUDER doesn’t have a physical
shop, the web shop is the most important sale channel to sell directly to our consumers. Costumers
visit our website and wish to purchase have to follow the following steps:

Homepage
15





Shopping page
Product page
Shopping cart
Checkout
Conformation
The rest of the shop will have informational content. People can find our contact information, social
media links, general information, terms & conditions and customer service.
Google Ad words: is the main online promotion tool. In Ad words people can assemble their
campaigns to promote their website. Since WE R LOUDER has a tight budget, the promotions have to
be precise. WE R LOUDER has to focus on exact word combinations in order to decrease the costs
and avoid general words.
WE R LOUDER will also add Adwords on YouTube. Certain relevant movies such as iPhone 4S speaker
or iPhone speaker amplifier will display one of our YouTube commercials.
6.4 Price
Every company in the world is based on the principles to make profit. The profit is a crucial part for
the company to be successful and viable in the future. When a certain company sells products or
services, it is always against a certain selling price. The selling price is used to cover all the costs that
are made to eventually sell the product plus an additional profit margin.
In order to achieve an advantage, the selling prices will be lower than the competitors. With the
information gained from the qualitative research and the competitor analysis the selling prices were
made.
WE R LOUDER will sell the iEgg’s to the Dutch consumers and businesses. For these two groups, WE R
LOUDER will use two different prices. Next to the two groups, WE R LOUDER also sells two different
iEgg’s. One iEgg will fit for the iPhone 4(s) and one will fit for the iPhone 5. In order for the “resellers”
to make a margin, they can buy our product cheaper than consumers. The prices including 21% VAT
WE R LOUDER is aiming for are as followed:
1. Business 2 Consumer
2. Business 2 Business
(B2C)
(B2B)
iEgg 4(s) €8.99
iEgg 4(s) €4.99
iEgg 5 €12.49
iEgg 5 €6.99
Since the VAT always has to be repaid to the government, the actual selling price for WE R LOUDER is
lower. The selling prices excluding the VAT will be:
1. Business 2 Consumer
2. Business 2 Business
(B2C)
(B2B)
iEgg 4(s) €7.43
iEgg 4(s) €4.12
iEgg 5 €10.32
iEgg 5 €5.78
The cost WE R LOUDER makes, as a student company, are slightly different than other companies.
Some costs are significantly lower such as wages, fixed assets, current assets and many more.
Because many of these costs are lower or do not even apply to WE R LOUDER, they can sell their
products for less than the competition.
The gross profit margin for WE R LOUDER is based on the proportion between selling price and
purchase price. Since WE R LOUDER first has to purchase the products in order to sell them, it is
considered as the most important cost. When the purchase costs including import duties and
transport is subtracted from the selling price, the gross profit is displayed. The gross profit is
displayed below:
16
1.
2.
3.
4.
Business 2 Consumer
Business 2 Business
Business 2 Consumer
Business 2 Business
(B2C)
(B2B)
(B2C)
(B2B)
Gross profit: €5.38
Gross profit: €2.07
Gross profit: €6.27
Gross profit:€1.73
6.5 Place
It is important to distinguish the sales between business-to-business and business to consumer. It is a
big difference in price, promotion etcetera. Because WE R LOUDER doesn’t have a physical shop they
are going to focus on as many different sales. Also the distribution of the products is important.
Delivery:
For the delivery of the products there is a big difference between B2B and B2C. For the B2C WE R
LOUDER has a web shop. With the web shop the company is going to sell the products on the
website of WE R LOUDER10. The company works together with PostNL
Selling:
WE R LOUDER divided several different selling channels. We spread our abilities over these channels
to maximise our sales potential on a short period. These seven sales channels can be divided as
follows;
1.
2.
3.
4.
5.
6.
7.
Web hop for consumers
Website for resellers
Consumer fairs
Sales to web resellers
Sales to small shop resellers
Sales to franchise resellers
Sales to companies for their promotional/giveaway/gift pack use.
Firstly the web shop is going to be set up to directly reach the consumers over the internet. An online
campagne is launched to boost traffic on the webshop. Secondly the web shop will have a referral to
a page specially designed to reach resellers that wish to buy iEgg's in a larger volume. To increase our
brand awareness and to futher reach consumers directly WE R LOUDER has planned to put up it's
own stand on fairs. These fairs are quite costly but permits us to sell more within a focussed period.
Following to that WE R LOUDER is going to sell to business-to-business channels. WE R LOUDER is
going to weekly contact Web resellers that have webshops where the iEgg could fit in their
assortiments by direct marketing (mail/call). Same procedure for small shops. A plan is going to be
made to persuade the heads offices of franchise resellers to put the iEgg in several of their branches.
And also a different plan to reach and persuade companies to put the iEgg in their
(christmas)giftpacks, and/or use as promotional material.
10
www.werlouder.nl
17
7. Operations
The value chain of Porter is a chain of activities. The products pass the activities of the chain and
after every activity the product obtains more value. Here below is the value chain of Porter
displayed. It will be explained here below.
7.1 Inbound Logistics
The goods are ordered in week 41. The
expectation is that the goods will be delivered
with DHL in the end of week 43. In the middle of
week 45 is the Christmas fair. The goods will be
delivered in Boekel at the address of the office of
We R Asia11. This is the company who is the
purchase agent of WE R LOUDER. The storage,
inventory and transport will be arranged from
here. The purchase manager will take care of this
because the office is at his home.
7.2 Operations
The transport will go by airfreight because WE R LOUDER is short on time. The Christmas fair is on
the 8th of November. The transport via container shipment takes 5-7 weeks and this is too long. The
airfreight is much more expensive than container shipment and to keep the price down the products
and the packaging will be delivered separately. In attachment … is a picture of the packaging This
means that the packaging need to put together in Holland. Just over 300 packages will be ordered
and will be put together at the office in Boekel. This has to be done before the Christmas fair begins
on the 8th of November. All the employees of WE R LOUDER are helping to package the products
within two days that the products will be delivered in Boekel.
7.3 Outbound Logistics
This contains all the activities that are needed to get the product to the consumer. This is a big
difference for B2B and B2C. When a consumer orders a minimum of 10 iEggs, WE R LOUDER delivers
it for free. The company can borrow the van of We R Asia. With the web shop it is normal for the
consumer to order 1 iEgg. The company sends the products via PostNL12. To protect the product and
packaging, the product will be packaged in cardboard box13 of 10x8x6 cm. there is a minimum of 50
cartons with a price of €0,22 per piece. This is €11 for all the cartons.
7.4 Marketing & Sales
These are all the activities, which are connected with the buying of the product by customers, the
advertising, the promotion, price setting and the selling. WE R LOUDER distinguish this in B2B and
B2C.
For the B2B the company uses the traditional marketing and sales tools. The sales manager is going
to set up a mail for the bigger companies. Further al group members are going to visit potential
buyers, mail them and call them.
For the B2C the company uses the traditional marketing and sales tools and expand them with New
Media. First of all WE R LOUDER sells the products for the first time at the Christmas fair in ‘s-
11
www.we-r-asia.com
Www.postnl.nl
13
http://www.rajapack.nl/is-bin/INTERSHOP.enfinity/WFS/RAJA-NL-Site/nl_NL/-/EUR/DimSearch-Start
12
18
Hertogenbosch. For this fair the company is going to need flyers14. It is intended that there are
constantly 2 salespeople at the stand and minimal 1 person is going to give the flyers away
somewhere at the fair. Further on the website of WE R LOUDER is a web shop where consumers can
order the products. This will be announced at Facebook, Twitter and YouTube. For the whole
program look at the chapters of the marketing mix.
7.5 Service
The service contains the activities that guarantee the value of the product. Because the iEgg is made
of a silicon material makes it very durable. When there are problems with the iEgg, WE R LOUDER will
solve the problem by sending a new product for free. When a consumer orders an iEgg WE R LOUDER
will make sure that the product is received by the consumer in 3 days. Normally sending the package
takes 1 day.
7.6 Firm infrastructure
WE R LOUDER only has 6 employees, which are responsible for their own department and have their
own responsibilities. Within WE R LOUDER these are as listed below as well as the employees who
are assigned to these tasks. The names, which are bold, are the persons who are responsible.
1.
2.
3.
4.
5.
Managing director;
Financial department;
Sales department;
Marketing department;
Procurement department;
Koen Glimmerveen
Tom Schilleman
Ludovic Stanziani and Koen Glimmerveen
Jorg Hanssen and Marta Segovia Martin
Rik Tiebosch
Managing
director
Financial
department
Sales
department
Marketing
department
Procurement
department
Every department has their own set of tasks. Beneath the organization chart, the tasks of each
department are explained.
Managing Director
The managing director is vital for every organization and takes care of several subjects. Mainly a
managing director is responsible for the daily activities within a company. The primary functions for
the managing director are to manage the following items:
1.
2.
3.
4.
5.
Manage the “student” company
Manage Internal communication
Setting up schedules, targets and controlling them
Organise the meetings
Assure targets are achieved
14
http://www.vistaprint.nl/flyers.aspx?txi=15679&xnid=TopNav_Flyers+(linked+item)_Marketing+Materials_Mar
keting+Products&xnav=TopNav
19
Financial department
The financial department is responsible for the financial matters within an organisation. Their job is
to do the financial accounting. Next to the financial accounting they also make payments, are in
control of the cash, pays the shareholders and estimate the financial costs of product or sales
activities before decisions are made.
Sales department
The sales department is responsible for the actual product sales and to create new distribution
channels. They also meet the clients and/or costumers and are responsible for the communication
streams between those parties.
Marketing department
The Marketing department is responsible for the product promotions. Their responsibility is to create
new kinds of promotions, which suit the target group. It is also their job to do the research what are
target group would like to see.
Procurement department
The purchase department is responsible to purchase the chosen product and to maintain contact
with the supplier. They also need to purchase the goods and do the stock management. By doing so
it is possible to order a new quantity before WE R LOUDER could run out of stock. Procurement is
also responsible for the use of transport: airfreight or by sea.
7.7 Human Resource Management
Since WE R LOUDER is a Student Company, it only lasts till the end of February. Until that time WE R
LOUDER will not hire or dismiss any personal. Training and development of the employees will be
supported by Jong Ondernemen and Avans Hogeschool. These organisations support WE R LOUDER
as followed:



Supportive lessons
JO mentor & Avans mentor
JO accountant
7. 8 Technology
The most crucial technological part for WE R LOUDER, are the back office systems. Several items are
really important to maintain contact with each other, clients and suppliers. Everyone within the
organisation has access to the webmail by using an Internet browser or Outlook. Second is that every
employee has Microsoft office so they can make reports from their progress and results.
The contact with suppliers and customers will mostly be by phone and mail. Additional
communication for the customers will be by social media such as Facebook, Twitter and Google+.
Another advantage of the employees is that everyone has a laptop and phone. This means every can
work and be contacted everywhere.
The online back office can access the web shop. The employees can see several different statistics,
products and orders on the back office. Next to the web shop, Ludovic Stanziani and the managing
director can access the Google Adwords campaigns.
7.9 Procurement
The iEgg will be imported from China with help of the purchasing agent. The purchasing agent is We
R Asia and will assist us with procurement on a voluntary agreement. How WE R LOUDER will import
the iEgg has been explained earlier in the inbound logistics.
20
When consumers buy the iEgg(s) on the web shop, it will be send to them by PostNL. To send it to
the customer, the procurement department will order boxes from Rajapack to send it to the
customers without damaging.
The procurement department is also responsible to establish and maintain the relationship with
PostNL, We R Asia and Rajapack.
8. RISK ANALYSIS
The enterprise risk management is designed to reduce the quantity of risk associated with certain
business processes. The proper risk management allows companies to be more profitable. These
risks cause positives or negatives effects.
WE R LOUDER is a company with low risk, due to the fact that the initial investment is quite small,
and the profit it may achieve is high in relation with that investment. Despite this fact, WE R LOUDER
has some risks to take into account, therefore WE R LOUDER must try to avoid them to obtain the
best profit that is possible.
The most important risks that should be taken into account are the following:
8.1 Substitute products
WE R LOUDER has discovered many competitors with products very similar to “the iEgg” it could be
mentioned “docking stations” and mini speakers15. On one hand, “docking stations” can be a risk for
the company when people have more to spend and who are looking for more quality products or
with a well-known brand. For this reason, this product may be competitive but not on a direct level.
On the other hand, “mini-speakers” have an increased risk because of the similarity in price and
quality. On www.amazon.com.uk16 and www.alibaba.com17, you can even find many products quite
similar to “the iEgg”.
8.2 Stock from the iEgg.
A dangerous risk is the minimum amount of stock that WE R LOUDER can afford. WE R LOUDER
doesn’t have the financial strength to be the main supplier of a nationwide telephone store. If one of
these companies orders a large quantity, the products have to be in ordered, which means that there
is a delivery time.
8.3 Higher costs than expected.
WE R LOUDER has estimated the initials costs; however these costs could be higher if the company
has to spend more in advertising campaign to attract more buyers. This could affect the company’s
profit.
8.5 Unexpected entrance of competitors.
There is always a threat of unexpected entrance of competitors. This because the initial investment is
small and the possibility of success is high. The market is slowly inclining and there is an explicit
demand for these kind of products.
15
“The iEgg” is a mini speaker. WE R LOUDER uses mini speakers to refer to nearly substitute products from
“the iEgg”.
16
The biggest competitor for WE R LOUDER in B2C.
17
The biggest competitor for WE R LOUDER in B2B.
21
Threat vs. plans
substitutes
However the price setting is better than the competitors and the quality of “the iEgg” is better too.
On the Dutch personal audio and video are only two competitor “i-bamboo” and “i-horn”, both
products are more expensive. This can result in many opportunities to gain more market share for
WE R LOUDER. The rest of the competitors are on the internet this is where you can see their
products.
Stock
Stock will be a difficult case for WE R LOUDER to handle correctly. The purchasing manager has to
corporate closely with the sales manager. Those two people have to make sure the right amount of
products is being purchased as well as being sold.
Higher costs
WE R LOUDER has a good relationship with the manufacturer in China so hopefully additional costs
can be avoided. When the extra costs have to be paid WE R LOUDER needs to sell more iEggs, cut
back on the dividend amount or increase the selling price.
Entrance
The only thing WE R LOUDER can do is sell their product as cheap as possible in a way to be even
more competitive. WE R LOUDER doesn’t have a well-known brand or a good communication budget
to use.
22
10. Sale forecast
WE R LOUDER S.C.
This paragraph gives underlying information about the figures of the sales forecast for the first
months of WE R LOUDER S.C. The forecast that gives you an overview of the realistic expected sales
potential. WE R LOUDER has divided several sales channels into seven forecast categories, and divides
the two current product type is currently put up to sale.
Dutch consumers slightly less pessimistic
First of all a small introduction about the index of the current willingness to buy from the Dutch
consumers, this is important to know so we have a baseline of what we can expect when setting up a
sales forecast. “The mood among Dutch consumers was somewhat less negative in September than
in August. The consumer confidence indicator climbed 3 points and reached -29. Although the mood
has lifted a little after the trough in June, consumer confidence is still at low ebb. The consumer
confidence indicator averaged -8 over the last twenty years.
Consumer confidence
Consumer confidence improved, because Dutch consumers were less pessimistic about the economic
climate in general in September. This component indicator climbed 8 points to reach -44.
On balance, willingness to buy remained stable in September relative to August. Consumer thought
the time was more favourable to buy expensive items, like washing machines and television sets, but
they were more negative about their own financial situation over the next twelve months. The
component indicator willingness-to-buy remained unchanged at -20.“ 18
18
HYPERLINK "http://statline.cbs.nl/StatWeb/publication/?VW=T
23
First Channel; Web shop for consumers
We begin our count in September 2012 as in which WE R LOUDER came into existence. Though the
sales via the web shop will only be able to be accounted for as soon as it will be online and the
marketing of this web shop will bring its effects. The deadline for the launch of the web shop is due
for end October, so until then the sales via this channel will remain zero.
As soon as the web shop will be completely set up and ready to sell, WE R LOUDER is going to imply
online marketing to boost traffic on the site. The online marketing will consist of an Adwords
campaign on Google & YouTube, implementation of the site on shopping search engines (like
Twenga.nl & Beslist.nl) and social-media promotion via Facebook and twitter. If WR R LOUDER
assumes these campaigns will be fairly successful, then the standard sales quantities for starting web
shops applies. (Online Ondernemen - Handboek voor de online ondernemer, z.d.)
In the first month WE R LOUDER forecasts an average of 7 sales a week (1 sale per day). When
keeping up the successful campaigns the sales can grow exponentially in the first few months, and
thanks to the seasonal fact that its Christmas time WE R LOUDER expect to double the sales in
December. In January the Christmas time is over but the built up brand awareness compensates for
the diminishing sales. So we expect a stagnating number in comparison to December.
Second Channel; Web site for resellers
WE R LOUDER expects that the business-to-business sales via the website will be increasing slowly,
due to the lack of brand awareness in the beginning. That’s why in the first month (November) WE R
LOUDER expects that B2B customers order no products on the site. Firstly WE R LOUDER has to build
up some name for itself, by standing on the fair, by direct marketing and by online marketing.
In the following month (December) it would be realistic that brand awareness has grown by all the
marketing activities, and due to the seasonal effect of Sinterklaas and Christmas the sales can grow.
In this month WE R LOUDER expects one of two B2B orders via the website. It will be first time orders
so the volumes would be quite low (average shop stock of 25 pieces).
Third Channel; Consumer Fairs
WR R LOUDER is planning to put up its stand on fairs; the first fair that is planned is the Christmas fair
of Kerst Creatief. KerstCreatief is one of the most popular Christmas Fairs in the Netherlands.
KerstCreatief welcomed more than 24.000 visitors from all over holland. The fair will start at the 8th
November until 11th November. Mainly visitors visit the fair to look for new inspiration and buy
presents for Christmas and 5th December.
On this fair we expect to sell 5 pieces an hour, we have 8 hours per fair day and 4 fair days. In total
WE R LOUDER expects to sell a modest 160 on this fair.
24
Fourth Channel; Sales to Web Resellers
WE R LOUDER is also going to use direct marketing to boost sales to B2B clients, in this channel we
look at the sales to web shop owners who can put the iEgg in their assortments. Average web shop
purchasers buy a stock of 20 pieces so that is also the target per customer for WE R LOUDER (15
iEgg4’s, 5 iEgg5’s).
In October we expect our first successful sale to a B2B client (web shop purchaser), in the following
months we expect at least 1 successful sale a week based on contact with 20 sales prospects a week
with a predetermined response of 5%.
Fifth Channel; Small Shop Resellers
Potential sale prospects are also local telephone accessories shops; their average purchase would be
a stock of 50 pieces. WE R LOUDER expects to sell at least (40 iEgg4’s, 10 iEgg5’s) per client. Only in
November WE R LOUDER expects the first successful sale to a local shop reseller. Based on weekly
direct calls and sales visits, we expect to find at least 3 before the Christmas period and 2 after the
Christmas period and until January.
Sixth Channel; Franchise Resellers
WE R LOUDER is also targeting the heads office of national franchises on the Dutch market (T-Mobile,
Vodafone, The Phone house etc.). WE R LOUDER is hoping to sign a contract with least on franchise
to scatter the iEgg over several of their branches; this would at least bring up a sale of 500 pieces
(400 iEgg4’s, 100 iEgg5’s). WE R LOUDER is going to do his best to pull off such a sale, but is not
forecasting one within the defined period (until February).
Seventh Channel; Companies for branded promotional Gift pack/Giveaway’s
Companies that search for products to give away in a Christmas pack or for promotional purposed
are also a target of WE R LOUDER. The forecast is that as soon as the brand awareness has increased,
WE R LOUDER will successfully make a sale to 2 companies in the period just before Christmas. Per
company there is an expectancy of 50 pieces (iEgg4 only).
Just after the Christmas period expectations are that the purchase of gift packs/giveaways will drop,
so WE R LOUDER does not expect any sales in this channel afterwards.
25
11. Financial
The financials are a crucial part of a business plan. Included in this financial overview are the
following parts:
Debit
Credit





Investment-budget.
Financing-budget.
Starting-balance.
Cash flow forecast.
Profit and loss forecast.
Fixed assets
Equity capital
Total fixed assets
0,00 Equity
1200,00
Investment- vs. Financing-budget
Current assets
The investment-budget is used to show
how a company is being started up, and
where the first investments will be
made. The start-up costs that are
needed can be seen at the Debit side of
the graph. Were the Credit side shows
how WE R LOUDER will finance the first
investments.
Total equity capital
Stock
615,00 Loan capital
Website
17,50
Prefunding VAT
206,325 Total loan capital
Total current assets
838,83
Openings costs
350,00
Total assets
1200,00
0,00
1188,83 Total capital
1200,00
Starting-balance
Opening balance (15/10/2012)
The starting balance can be seen as the
first financial product, which will be
used to make progress easier to
calculate.
Here the opening balance shows €1200,
- on the equity post, this is money that
has been collected by selling shares (60
shares have to be sold).
Stock
0,00
Equity
1.200,00
Debtors
0,00
Loan
0,00
Pre-payments
0,00
Creditors
0,00
VAT to claim back
0,00
VAT to pay back
0,00
0,00
Bank
1.200,00
Other taxes to pay back
Total:
1.200,00
Total:
1.200,00
26
Liquidity forecast
The liquidity account is being set up to prevent that WE R LOUDER isn’t possible to fulfil their
financial duties. Important in this overview is the working capital, which has to be of that amount,
that it can fulfil in the payment of the expenses.
For WE R LOUDER, there is a possibility to also increase bank, by issuing more shares then the first
60.
October
Turnover B2B
November
109,80
December
January
708,70
2101,05
1866,70
1865,60
591,90
484,50
1200,00
626,30
1971,10
3571,30
Total income
109,80
2574,30
2692,95
2351,20
Purchase goods
666,00
806,00
1092,75
486,00
IEgg 4
645,75
502,25
768,75
0,00
IEgg 5
20,25
303,75
324,00
486,00
Turnover B2C
Bank
Personnel costs
Website
200,00
17,50
Fairs
423,50
Total expenses
683,50
1229,50
1092,75
686,00
Bank
626,30
1971,10
3571,30
5236,50
Profit and loss account
The Profit and loss forecast that is being showed below is at the closing moment of WE R LOUDER. It
is used to show potential profit that comes forward trough forecasts. In this case, WE R LOUDER will
make a net profit of €4.112,81. After paying taxes (wages and corporate) WE R LOUDER will have a
profit of €3.082,86. Which can be seen as a good result for the shareholders.
27
Profit and Loss Account (15/15/2102 - 30/11/2012)
Cost of Goods
3.050,75
Gross salaries
200,00
Marketing
364,69
Other costs
4.112,81
Total:
7.728,25
Corporate tax:
7.728,25
Total:
7.728,25
0,00
Net Profit
Wages tax:
Turnover
84,00
945,95
WE R LOUDER will issue 60 shares, which can be sold by employees of the company. These 60 shares
represent an equity of €1.200, - at the start of the company. The equity will be worth €4.282,86
when WE R LOUDER is being liquidated at the end. This means that the shares will be worth €71,38
per share, this is a growth of value of 256,9%.
12. Future prediction
When customers think about WE R LOUDER we want to them about a fresh, new and youthful
enterprise who have done a great job. Selling a good product and managing the company wisely and
confidant. Shareholders will be paid with extra dividend when the company is doing good to show
them our gratitude. When there is money left a fair amount of money will be donated to a charity
organisation which our shareholders can chose.
WE R LOUDER will be legally liquidated after 6 months, hopefully by then all team members or
‘employees’ will have gained new knowledge and new insights in how to start your own enterprise.
Put your theory into practise by selling your actual product and making decisions about real people,
products and money. Gain more selling experience and even have the opportunity to sell your
product among 190 professional companies at the KerstKreaties, where about 30.000 people will be
present.
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Attachments
Christmas Fair
General information
KerstCreatief is one of the most popular Christmas Fairs in the Netherlands. Last year (11th edition)
KerstCreatief welcomed more than 24.000 visitors from all over the country. They think the key to
their success is choosing the right moment to kick off with the fair. The fair will start at the 8th
November until 11th November; they believe this is the exact moment to persuade people to buy
presents. Mainly visitors visit the fair to look for new inspiration and buy presents for Christmas and
5th December.
Why KerstKreaties?

Our main target group are student’s aged 15-25, but market research revealed that the main
iOS users are within the age group 25-55. What a coincidence, the people who visit the fair
are between the ages of 28-60. Also these visitors, mainly women, are especially visiting this
fair to buy that special ‘want to have’ product for their loved ones. They can buy the iEgg for
themselves or for relatives and friends who mean the iEgg has a bigger chance of being sold
during the fair.

The amount of visitors each year differs from 25.000-30.000, the fair takes 4 days. A good
chance of selling our products.
The amount of participants, 190 professional companies. So we have a good chance of being
seen by visitors.
The advertising campaign both national as regional reaches out to 23 million people


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