Storm Furniture—UK

Executive Summary

Storm Furniture is an equine growing emission, having exposed the top-line straight mail
network that provided our company a drive to innovative impending capacities through
networks. Augmented by looks in subjective litanies, we have settled another supplementary
network through suppliers of office tools that vend straight to higher enterprises. This almanac
industry strategy demands for extra four years of enhanced growth. As our sales progression
have carried some operational capital associations, we are cautiously forecasting to accomplish
development and deliver for balanced cash stream. We also presume to be lucrative as we never
were. Altogether, this proposal is quite strong corporation with decent development projections,
considering succeeding its methodical development in upcoming years.

Idea Summary:

Storm Furniture helps craft a pleasing, creative workplace atmosphere with elegant fixtures
which integrates innovative tech in the typical workplace approach, in which actual individuals
can be able to work well. Storm Furniture is subtle to the appearance and texture of decent
lumber and satisfactory fixtures to influential peculiar computing. We constantly deliver finest
potential rate to our clienteles who wants to maintain distinctive workplace environs, and we
really want each pound of yours spent with on our company to be fine spent. Storm furniture also
produce and encourage a strong, inspired, reverent, entertaining workplace and workshop
atmosphere, in which our teams objectively waged and stimulated to admiration the consumer
and the value of the product we create. We pursue rational and liable profit, adequate to retain
the corporation financially strong for the long duration and to equitably reimburse owners and
stakeholders for their investment.

Market Summary:

Our objective marketplace is somebody who desires to take adequate fixtures with the modern
technology, along an old-fashioned sagacity of correct woods and adequate wood working. This
individual can be in the communal place, trivial or mediocre trade, or in a homebased workplace.
The corporate link is the gratitude of value, and the privation of value controls.
Contents
1. Business Description:...............................................................................................................3

1.1. Vision:...............................................................................................................................3

1.2. Growth Plan:.....................................................................................................................3

2. The Market and Competitors:...................................................................................................3

2.1. Opportunity:......................................................................................................................4

2.2. Market Size:......................................................................................................................4

2.3. The Product Market-Fit:....................................................................................................5

2.4. Competitors:......................................................................................................................5

3. The Plan....................................................................................................................................6

3.1. Market Entry:........................................................................................................................6

3.1.1. Target Market:...........................................................................................................6

3.1.2. Market Needs:............................................................................................................6

3.1.3. Market Trends:...........................................................................................................6

3.1.4. Market Growth:.........................................................................................................7

3.1.5. Market Analysis:........................................................................................................7

3.2. Minimum Viable Product:................................................................................................7

4. The Business Model.................................................................................................................8

4.1. Value Proposition:.............................................................................................................8

4.2. The customer archetype, segmentation, positioning:........................................................8

4.3. Pricing Strategy, Revenue Streams and Passive Income:.................................................8

4.4. Resourcing and Funding:..................................................................................................9

5. References..............................................................................................................................10
 1. Business Description:
Storm Furniture is an enterprise specialty maker of executive workplace fixtures for computer
consumers who wants to maintain chic workplace. Our clienteles are in the ranks of industry
which can meet the expense of very high value workplace furniture, plus a developing portion of
executive home-grown workplaces.

Storm Furniture is a London, England enterprise, owned completely by John and Jim Harry. It
was founded in 2003[ CITATION 4 \l 1033 ].At that period the merchandise line and business
assets privileges were procured from the legatees to the Storm Association that was a furniture
enterprise. Storm Association was more than pleased to trade the enterprise at an eye-catching
price to John and Jim Harry.

1.1. Vision:
Our vision is to be a top global furniture maker proposing ground-breaking and greater quality
products. This statement reveals our determination and keenness for the future, inspirational
dynamics that motivates us forward in providing the best value-for-money merchandises
complemented by the best provision in the business, straight from design to delivery.

1.2. Growth Plan:

Storm Furniture had truly existed since the 1990s as an old-fashioned furniture manufacturer, but
its current presence began in 2003 when the furniture enterprise was acquired by John and Jim
Harry. Sales took an immense jump in 2004, when we extended more operative networks of
distribution. Lucrativeness and working capital were glitches during our recent growth, but we
now consider that we have costs and cash flow in control. For 2021 we have planned to expand
an enterprise catalogue, which would comprise of some additional products for the similar target
clienteles. The focus will be the administrative office catalogue, with fixtures, desk lamp, and
other accouterments.[ CITATION 8 \l 1033 ]

2. The Market and Competitors:

Distinctive type of clients is our main focus, the individual who desires executive class
workplace fixtures tailored in order to graft exquisitely with new machinery which includes
peculiar computers, internet networks, and other exclusive high-tech objects. Our consumer can
be in large cooperation, trivial or mediocre industry, or in a home-based workplace with
homebased-office commercial trade. We truly believe that what is significant to the client is
sophistication, adequate workmanship, and luxury of use, ergonomics, and expediency.

2.1. Opportunity:
We do recognize that our objective marketplace desires more rather than workplace fixtures.
The necessity cultivated because of distinctive desires of peculiar computing, when it is coupled
with workplace fixtures keyboards at accurate altitude, screens at precise altitude, appropriate
networks for cables, and other facilities. Our objective consumer wants all of that and adequate
furniture. We see a necessity for fineness, assurance of lumber and excellent craftsmanship. We
just don’t trade workplace furniture, we trade workplace atmosphere and design, along with
craftsmanship. In our precise marketplace, we also look for the customer who escalates the
following aspects:

 The worth of fixtures craftsmanship.

 The brilliance of strategy, with a consideration of tech and aesthetics manufactured in it.

2.2. Market Size:

We have categorized our market size in the following categories based on distinctive facts
and figures.

 Business directors: Our marketplace exploration specifies around 35550 possible

clienteles who are directors in corporations of at least 200 teams. The objective client is
at a high managerial position, in most circumstances, as the buying price is comparatively
abrupt related to typical workplace furniture.
 Small industry proprietors: Client inspections show a stout marketplace amongst the
landlords of industries with less than 200 employees. As per our report 4 million such
industries exist in this kingdom, mostly with focused tenure that marks the proprietor’s
possible clienteles.
 Home-grown workplaces: The home-grown workplace has thrived in mid of the 1995,
and we have also home-grown workplaces for individuals working outside the home.
This is a huge market, around 3.5 million home-grown workplaces, rising rapidly
compare to other marketplaces. A home-grown workplace does not inevitably indicate a
 home-grown industry just that a landowner has selected an area in their homespun as a
workplace.

2.3. The Product Market-Fit:

Storm Furniture deals with a very high-class workplace fixtures aimed to efficiently integrate
laptop machinery in managerial workplace or home-grown workplace. The significance to the
line is an aesthetic, operative desk still appears like an exclusive desk, appears extremely
executive in a high-end home-grown workplace, but is envisioned to provide the peculiar
computer. We hinge onto our authority of the modern tech of aesthetics, coupled with archetypal
design features of adequate fixtures. We should endure on best of new technologies in
presentation and communications. Our modern prototypes are now pretentious the desktop
digital scanner as recurrent fitment, and audial to practice in generating performances, email
attachments, etc.

Our congress copyright is a significant benefit. No opponent can compete the method we crack a
shortcoming–captivate to accumulate the artifact–in a feature. Our consumer analyses authorize
that consumers take the associating congress system as an improvement to the logic of class.

2.4. Competitors:
Fallon Furniture’s:

Fallon has been functioning since the mid of 1995 and raised up with a furniture that is related to
a computer. It was the primary, definitely the primary and we all are conscious of, in order to
grow peculiar computer counters and marketplace through publicity in computer journals. Today
they are about twice our size. Fallon Furniture has well done catalogue and decent associations
by three suppliers.

Strong point: Decent advertising, solid publicizing expense, dealings with suppliers, sturdy
straight sales.

Weaknesses: The artifact is further uniform, and is of trivial class, fewer logic of strategy and
resources and craftsmanship.
MIKE Manufactures:

MIKE Manufactures is basically a detachment of Hayley’s wood, the fourth major maker of
conventional home-grown fixtures. Hayley’s take on board MIKE quite a long time ago and is
concentrating on us. We can see a decent value product, and a brilliant logic of strategy, but
slight association in networks or sequences. [ CITATION 3 \l 1033 ]

Strong point: Economic sponsorship, merchandise worth.

Weaknesses: MIKE does not appear to recognize our forte, where to catch the purchasers, how
you can make the market as a subjective forte instead of the more outdated fixtures networks.

3. The Plan

3.1.1. Target Market:

We are not proposing to please all employers of office furniture projected for use with peculiar
computers, but, relatively, only those who are most challenging. We are categorically out to talk
the requirements of the executive consumer, who is keen to pay extra for quality.

3.1.2. Market Needs:

We recognize that our target demographic needs more than just office furniture. The need arose
from the unique requirements of desktop computers when coupled with office equipment at
proper heights, displays at proper heights, proper television networks, and other conveniences.
All of that, and fine decor, is what our target consumer needs. There is a need for consistency,
wood assurance, and good craftsmanship. We don't only sell office furniture; we also sell the
atmosphere and architecture of the office, as well as the quality of the work.

3.1.3. Market Trends:

The gap between several traditional office furniture provided through chains and our own goods
has eventually been recognized by our industry.
For us, the rise of elevated staff members, office managers, and baby-boomer executives is a
significant theme. People who use laptops are now appreciating the vintage craftsmanship of fine
furniture.[ CITATION 2 \l 1033 ]

3.1.4. Market Growth:

The demand for office furnishings is expected to expand at 15 per cent per year, as per [UK
Times]. The PC-related office furniture market is increasing more rapidly at 18 percent annually
and is expected to reach GBP 23 billion by 2021 The expansion of personalized computer
equipment in domestic workplaces is the most significant. The majority of home offices is
slowly increasing as computing costs decrease. It is now approximately 45 million, which is
rising 15 percent annually, according to [UK Times]. Last year, households invested £30 million
in home offices, and 15% spent on furniture.[ CITATION 7 \l 1033 ]

3.1.5. Market Analysis:

During this decade, the office furniture Market underwent much transition. A few major brands
dominated the development of the workplace supermarkets. They make comparatively cheap
furniture that allows adjustments to keep prices down.

Better value furniture manufacturers are typically hidden in niche areas. Although Storm
Furniture has been traditionally built around a niche, so many conventional furniture
manufacturers search for niche markets in order to cope with falling sales as their principal
capacity moves elsewhere.

3.2. Minimum Viable Product:

Our primary line is in several variants the Storm computer desk. This is an exquisite work piece
designed to look fine in a management office or a home office and to be suitable for actual use of
the computer at the same time. The level and the position of the keyboard and the level and
position of the display are highly portable for the two key components of ergonomic design.
Without losing sophistication cable runs and shelves contribute to the efficiency of the operating
device.

We also provide additional pieces, like file cabinets, printer booths and libraries, for the office
suite. We also build customized designs to fit the accurate measurements. We have bigger
monitor sizes of 17" and 21" that get a lot more attractive, particularly in our high-end market.
We will also watch the latest machinery which provides wall-mounted flat screens, liquid plasma
and parallel technologies.[ CITATION 9 \l 1033 ]

4. The Business Model

4.1. Value Proposition:
Storm Furniture contributes the judicious personal computer customer, who cares about the
design and class furniture and worth of working atmosphere, a mixture of premier quality
furniture and modern technology, at comparatively high price.

4.2. The customer archetype, segmentation, positioning:

Our artifact is placed very wisely: this is high-quality office furniture linking craftsmanship and
ergonomics for the buyer who appreciates quality, is a customer of high-tech equipment, and is
prepared to spend money on the finest. Contrasting the conventional products, we do not use
shields or cheap engineering technology. Our advertising strategy is grounded mainly on creating
the right statistics available to the right target consumer.

We can’t trade people on our exclusive products, as most don’t have the budget. What we can do
is make sure that person who have the budget and escalate the product know that it exists and
know where they can find it. The publicizing has to provide the sense of quality in every picture,
every advancement, and every pamphlet. We can’t give the impression of second-rate catalogues
that brand the artifact look less than it is. We also need to influence our existence using high-
quality litanies and subjective distributors.

4.3. Pricing Strategy, Revenue Streams and Passive Income:

We will preserve our pricing position as a leading supplier. We are the finest artifact existing, for
the most astute customer. We anticipate sustaining our separation from the price competition at
the subordinate end of the trade. Our plan demands for no substantial changes in pricing.
[ CITATION 6 \l 1033 ]

Our revenue Streams are generating by focusing first on sustaining the identity with the high-end
purchaser who escalates the finest available value but is also very challenging regarding
computer systems and technology. We’ve been capable of finding these clienteles using a
mixture of straight mail catalogues and straight sales to distributors.
In the upcoming year we endure to emphasis on mounting presence of executive straight mail
catalogue that novelties our subjective consumer. We anticipate advancing position in the major
airline catalogues as well. Specialty retail is a new network that could become significant for us.

Our work with suppliers has been promising. We hope to continue the relationship with suppliers
marketing directly to larger companies, however this takes working capital to sustenance
receivables.[ CITATION 5 \l 1033 ]

4.4. Resourcing and Funding:

Our site is considered as a distinctive plus for business. We have a renowned association with a
high-quality timber courtyard to stream the great value wood we use in the production of Storm
Furniture. We are able to purchase greater class oak and cherry than any of our rivals. Since the
time the sales have been improved, we are capable to purchase at improved rates, because of
advanced capacities.

We are working with a wood provider. Dambrig supplies the most of our required oak, some
amount of cherry along with some other specialty woods. Dambrig has been in trade with us
from quite a long time, and he provided us some decent deal and good prices. This is a worthy,
established supplier.

We also work with other producers for fixtures accessories, drawer accouterments, glass,
shelving accouterments, and associated purchases. We are considered as one major shoppers of
the custom resources we need. Mostly dealers are marketing using networks to hobbyists and
carpenters, so they consider us as a main account.
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