Executive Summary

PC Repair will provide computer and technical consulting (repairs, training, networking and

upgrade service) to the school as well as home PC users. The group will focus on marketing,
responsiveness, quality, and creating and retaining customer relations.

PC Repair was initially formed as a sole proprietorship. PC Repair will at first be a home office
start-up, utilizing one studio room in the owner's home and serving customers in the STI
Calbayog Campus area. In the long run of our expo, we will focus on adding more services and
add more repairing services in the campus area.

The Market
The very nature of the computing industry, with its extraordinary rate of technological
development, creates a constant need for businesses skilled in updating and advising customers
on computer-related issues. In town, the majority of potential customers are dissatisfied with
existing options, creating an attractive niche for an innovative start-up. Small business PC users
will provide the majority of our business revenue. Business Week expects the computing industry
to grow at a rate of 12% and the processor speeds to continue to expand for years to come,
providing a rich resource for sales.

PC Repair has decided to focus mainly on the STI Calbayog Expo, as these customers
typically don't have a full-time IT person, but have full-time IT and hardware needs. PC Repair
will offer an affordable, on-demand service for these customers. We can also offer maintenance
agreements that generate additional monthly income. For our student costumers, we will offer a
very affordable and helpful service with a very flexible schedule to meet their needs. Our target
market will focus on the STI Calbayog Campus.
Start-up Funding and Financials
To get PC Repair started the group is providing cash and assets. We are also seeking a short-term
contribution that will beneficial with the business. Our conservative sales forecasts, based on
industry research within the local area, project hefty sales in year one, steadily
increasing through year three. To reach these goals, we will use an aggressive advertising
campaign to exploit our competitors' weaknesses. With good cost control, we will see a modest,
net profit the first year, even after moving into a leased space and hiring additional technicians.

1.1 Objectives

1. To provide the best service available to the community at an affordable price.

2. To generate substantial market share so that PC Repair is a common name.

3. Constant growth in sales from start up to the end of the STI Expo 2018.

4. To generate customer satisfaction so that at least 40% of our customer base is repeat
business.

 
1.2 Mission
Our goal is to set the standard for on-site computer solutions through fast, on-site service and
response. Our customers will always receive one-on-one personal attention at a very affordable
price. Our customers will receive the highest quality of customer service available. Our
employees will receive extensive training, a great place to work, fair pay and benefits, and
incentives to use their own good judgement to solve customers' problems.

1.3 Keys to Success

 Establishing a brand identity and generating brand recognition through marketing. 

 Responsiveness: being an on-call computer paramedic with fast response time.

 Quality: getting the job done right the first time, offering 100% guarantee.

 Relationships: developing loyal repeat customers--retainers.

Company Summary

PC Repair is a student operated business, owned by CCTECH 1 students. With a required

contribution, PC Repair will grow in in the span of the Expo as we are enrolled in a
technological school with various technologies that will be needed to be checked and repaired by
the group. We will build the necessary infrastructure to quickly and efficiently respond to
customers' computer needs, guaranteeing speedy, friendly, competent, and cost-effective
technical support.

Company Ownership

PC Repair was initially envisioned as a sole proprietorship of the section, CCTECH 1. However,

recent feedback from our marketing outreach has suggested a much higher sales potential than
originally imagined, and PC Repair has been reformed as an in demand service in the campus.
This change will provide additional legal protection for the owner, and will also streamline the
financial operations of the company as we expand the personnel up to the end of the expo.

The owner, CCTECH 1, has 2 years of experience in the fields of technical support, networking,
and computer training and repair. CCTECH 1 has encountered and experience years of
troubleshooting and repairs.

Services

PC Repair will offer computer repairs, training, networking and upgrade service to clients in two
major categories: home PC users and small business users. As PC Repair and the client demands
grow, we will offer software development to our business clients. 

From the very first day, we will offer on-site repair and consulting services, so that our clients
don't need to take time out of their busy days to haul a computer in to our workshop. This is the
single biggest frustration Jack has seen among small business owners needing computer help.
Much of our diagnostic equipment is portable, and we will remove a PC to our workshop only
when the problem requires more detailed diagnosis or repair. We will also offer free pick-up
and delivery of PCs needing repair. To meet the growing demand for this service, we will
purchase a company vehicle in the third month.

We will also offer extended maintenance contracts, so that business clients can deal with
technical support and repair needs as a single line-item expense, rather than having to plan for
unexpected crashes and problems with a rainy-day fund they may never use. Maintenance
contracts yield a high gross margin for us, and provide peace of mind for the customer.

We will offer limited software support (installation and compatibility issues), and focus on
hardware and networking support - this is a vital distinction, since software is evolving much
more rapidly than hardware, and our clients will have such diverse software needs that we
couldn't possibly keep up with all of them. We will encourage clients to register their software
and use the software's own support options to their full potential. We will, however, keep up to
date with multiple operating systems and networking developments, working with clients to
make sure they have the most appropriate combinations of hardware, OS, networking, backup
systems, and software. Backup and security are becoming higher priorities for all our potential
customers, as internet usage (and its pitfalls) becomes more common, and as more and more
daily records are stored electronically.

Market Analysis Summary

PC Repair will provide computer support in both a consulting and technical capacity to students
of STI as well as home PC users. Since PC Repair is currently a one man operation, its growth in
the first few days of the expo will be limited by the owner's capacity to complete work.
However, these first days are critical for establishing our credibility and a reputation for getting
the job done quickly and well. We will focus on delivering excellent service, and using the good
word of mouth from this initial period to network with other potential clients. 

Personal market research by the owner indicates an attractive market niche for our services, of
which PC Repair will take full advantage. The very nature of the computing industry, with its
extraordinary rate of technological development, creates a constant need for businesses skilled in
updating and advising customers on computer-related issues. 
4.1 Market Segmentation

The existing computer service market is so extensive that categorizing it is rather difficult. We
have broken our potential market down into two groups, based on their needs: home PC users
and STI Senior High School Students.

Home PC User
Our home PC user market includes non-tech-savvy residents of the local area (15 mile radius),
generally between the ages of 30 and 70, with at least one home computer. We are not expecting
income from users below 30, who tend to be more comfortable with technology and willing to
attempt repairs and upgrades on their own, without seeking professional assistance. Such home
users generally own a computer to do email, play games, write letters, scan and print photos, and
occasionally to do bookkeeping or taxes. Home PC users with more sophisticated applications
generally have enough tech savvy, from tech experience at work, to do their own repairs and
upgrades. Their hardware needs will include the computer itself, monitors, keyboards, mouse,
printer, and scanner.

This group is growing slightly faster than the overall population growth in our area, in part due to
the increasing demand for computers among retired people and young families, about 7% a year.

STI Senior High School Students

STI Senior High School Students are the focus of our expo. They are students who are enrolled
in the institution and will be consulting with our services, the more critical it is to them that their
technology work well and reliably, and that quality repairs and support are available in a crisis.
Their hardware needs will include the same items as home users, plus servers, backup systems,
data storage, and wireless networking.
4.2 Target Market Segment Strategy

Although there are more potential customers among home PC users, we expect the majority of
our revenue to come from small business clients, since their need for our services is more urgent,
and they are willing to invest in technology as part of their business plan. The majority of our
marketing efforts will thus be focused on small business owners. These customers typically don't
have a full-time IT person, but have full-time IT needs. Home PCs are often used by multiple
people, and serve multiple purposes. Our home PC users need help with managing their settings
to integrate the different needs of all household members as much as they need technical
assistance.

ComputingNet magazine recently reported on the substantial need for timely and cost-effective

computer upgrades and repairs in this region; Jack Hacker has seen this market need in person,
as frustrated clients waited for days or weeks for their critical components to be returned to full
capacity, with no inexpensive alternative to the existing computer repair shops. All of our clients
need technical assistance, but we are also selling peace of mind: our clients will know that
friendly, efficient help is just a phone call away. As more and more companies switch their
support services to automated call centers or touch-tone menus, the simple reassurance of
hearing another human voice on the phone within a few rings is immeasurable. Even better is
knowing that within a few hours, someone will show up and take care of their problem.

Both the software and hardware side of the computer industry continue to turn out new and
revised computer components at alarming rates. For PC Repair this means job security well into
the future. As reported by the Wall Street Journal, there seems to be no end to the development
of the computer market. Business Week expects the computing industry to grow at a rate of 12%
and the processor speeds to continue to expand for years to come.

4.3 Service Business Analysis

Secondary market research shows computer service customers tend to be very loyal to providers
that do good work and satisfy their needs. An analysis of PC Repair's main competitors shows no
overwhelming strengths that would be significant barriers to entry into the market, as our local
competitors have serious weaknesses.

The computer maintenance and repair industry is fragmented, with a few large, national players
and hundreds of small, local stores. While most computers are actually repaired in-store, near the
customer, parts for the repair come from major manufacturers and distributors; delays in
receiving necessary parts can significantly slow down the repair process. Large chains have
solved this problem by keeping vast amounts of inventory in stock at all times, while local stores
offer customers the trade-off of personal interaction and trust that may make up for some delay.

PC Repair has established a relationship with a local distributor to do rapid special-ordering;

although this capability is more expensive than normal channels, it will enable us to quickly
establish a reputation as efficient and responsive to customer needs, particularly for our small
business users. We will leverage this customer loyalty into great word of mouth marketing and
steady growth.

4.3.1 Competition and Buying Patterns

Customers choose computer repair and assistance services based on reputation, previous
experience, and price. They may choose to return to a mediocre provider with whom they're
familiar, rather than try out a new unknown company about whom they've heard nothing. Large
stores, especially the service departments of national chains, have a great advantage simply in
their affiliation with an established brand. Establishing our brand identity and a great reputation
in the first few months is critical to our success. Once we have broken in to the local market, our
great service will turn new clients into permanent clients.

Our services will be second to no one and our prices will be very reasonable for the high quality
service we offer. By providing superior service, word of mouth alone will bring in many new
clients. The satisfaction our consumers find will keep them coming back. There are two main
competitors for the computer upgrade and repair business in this area:
1. Competitor A. They are a well established provider of computer upgrades and services,
and do quick work. However, they have a high staff turnover, a young and inexperienced
staff, and are more interested in selling new components than in maintaining existing
machines or finding custom solutions. They do not offer any kind of pick-up and drop-off
service, and do not offer on-site help. They really only offer hardware support.

2. Competitor B. Smaller and less known then A, B provides many services for residents
living in east and south parts of town. They are more willing to spend time with a client,
figuring out exactly what his or her needs are, and suggesting new options than competitor
A. However, they have an inefficient ordering system and an unkempt shop, which deters
potential customers and can turn existing customers to the competition. They also do not
offer on-site services, although they are considering instituting a trial pick-up/drop-off
service. They are in the best position to copy our innovations and steal customers, but their
management is complacent and may not respond to competition.

Both of these companies charge rates in excess of PC Repair; we will be able to attract the price-
sensitive market without much work. 

Strategy and Implementation Summary

Our Strategy and Implementation turn on three points:

1. A value proposition of timely and practical solutions, at a reasonable rate, coupled with a
100% guarantee.

2. Exploiting our competitor’s weaknesses: a competitive edge based on quick, effective,

and sympathetic customer service, which meets the customer where his needs are, rather
than trying to fit him into an existing box. 

3. Quickly establishing a brand identity and developing a great reputation among local
customers to generate word of mouth advertising.
Competitive Edge

 Quick response: PC Repair will provide same day and after hours service. 

 A flat rate policy: This undermines the competition, who charge by the hour. The pricing
has been set to reflect the average amount of time it takes to perform the task. With this
strategy we can undercut most competitors and gain local market power.

 On-site and pick-up/drop-off services: This will minimize the time and effort a
customer needs to put into dealing with his computer problem.

 Suprisingly, our small size is an advantage: customers will recognize me (and future
employees), and will know they will get the same great service every time they call.

Marketing Strategy

Our marketing strategy will aggressively exploit our competitors' weaknesses. During the start-
up phase, we will run large ads in the business section of the local newspaper, asking, "Are you
fed up with poor customer service for your computer needs?" These ads will focus on
our advantages, including on-site service, competitive rates, and quick response and turn-around
times. They will announce our opening date, and include a coupon for free diagnostic service for
the first 20 customers.

We will follow up on these opening ads with a smaller direct-marketing campaign to small
business owners, with lists drawn from the local Chamber of Commerce. Jack will use his
contacts with business customers from his years as a manager to create a "buzz" about this new
business.

We will continue periodic advertisements, including several promotions (discounts, free

diagnosis, etc.) throughout the first year. We expect a small but steady response from home PC
users who see our ads elsewhere, but will also run monthly ads in sections other than the
business one.
We will offer a promotion during the first 90 days of business to generate business traffic and
word of mouth. Our promo is Spyware removal on any desktop PC for $70 including tax and
software. Spyware is a huge problem for a lot of residential and small business customers, and
the offer should draw a lot of interest.

Sales Strategy

Our marketing strategy will generate customer inquiries. We will close the deals by offering an
outstanding service and a very reasonable price. Happy customers generate repeat business and
word of mouth. Our toll free number is operational 24 hours a day, seven days a week, and from
8am to 9pm, I will be available to answer calls. At other times, or when I am on the phone, an
answering service we have hired will catch callers and give them an estimated wait time for a
call-back; this is another step towards delivering a complete solution to our customers.

Sales forecast figures are based on industry figures for the typical growth of a start-up and reflect
repeat business generated through meeting customer needs.

Management Summary

PC Repair will be owned and managed by Jack Hacker. Jack has 10 years of experience in the
fields of technical support, networking, and computer training and repair. Jack has also spent the
last three years as the manager of a custom computer building and repair store, and understands
the computer needs of small businesses. Jack is adept at managing his time, and at quickly
responding to multiple customer calls and needs.

For the first three months, Jack will be in charge of all aspects of the business. In the third
month, when another tech is hired, Jack will shift some of his energy from directly responding to
customer needs, to training and managing others to do this work effectively. Jack will maintain
direct control over inventory ordering and bookkeeping, and will try to do as many of the on-site
calls as possible himself. Part of our brand recognition strategy is to identify PC Repair with
Jack's efficiency, friendliness, and technical expertise. The easiest way to associate the two is for
Jack to be a major part of many customers' experiences with us. He will delegate technical
repairs later in the year to the techs working in the leased office space, and will also train them in
his method of direct phone support.

Jack has worked extensively with computer technicians and support staff in the past, and knows
that they work best when given free rein within a set of mutually-agreed-upon guidelines. The
first week of each tech's employment will be dedicated to helping them understand PC Repair's
guidelines:

 the customer needs help, and we're here to help them;

 the customer is frustrated, upset, or confused - but that doesn't make the customer a
problem;

 the customer needs reassurance as well as solutions.

 Republic of the Philippines

STI Senior High School Department

STI CALBAYOG

BUSINESS PLAN

Zarres John Aniban

Carl Dominic C. Baculpo

Jemilric Cean C. Cano

Ber Anne J. Tahil

Arvin Manaog

Kyle Daryl Balbido

Angeline S. Macasarte

Gabriel Tejerero

Andro Galgo

Lexter Lim