BUSINESS INTERGRATION PROJECT 2

Table of Contents

EXECUTIVE SUMMARY ................................................................................................................. 4

1. THE BUSINESS ....................................................................................................................... 5

1.1 COMPANY OVERVIEW: ........................................................................................................... 5

1.2 MISSION ............................................................................................................................... 5

1.3 VISION .................................................................................................................................. 5

1.4 USP ....................................................................................................................................... 5

2. MARKET / INDUSTRY ANALYSIS ................................................................................................ 6

2.1 DISPOSABLE INCOME / SPENDING PATTERNS .......................................................................... 6

2.2 SOCIAL MEDIA ........................................................................................................................ 6

2.4 TARGET MARKET .................................................................................................................... 6

2.5 COMPETITORS ANALYSIS ........................................................................................................ 7

3. MARKET OPPORTUNITIES ......................................................................................................... 8

3.2 BARRIERS TO ENTRY ............................................................................................................... 8

3.3 DISPOSABLE INCOME.............................................................................................................. 8

3.4 COMPETITION ........................................................................................................................ 9

6 MARKETING STRATEGY AND PLAN ........................................................................................... 10

6.1 PRODUCT ........................................................................................................................... 10

6.2 PRODUCT DEVELOPMENT ..................................................................................................... 11

6.4 THE WEBSITE ........................................................................................................................ 11

6.5 SOCIAL MEDIA ...................................................................................................................... 12

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6.6 THE VAN .............................................................................................................................. 12

6.7 PRICE ................................................................................................................................. 12

6.8 SAMPLE COSTS OF PRODUCTS; ............................................................................................. 12

6.9 PLACE ................................................................................................................................. 13

6.10 PEOPLE ............................................................................................................................ 13

7. THE BUSINESS MODEL CANVAS .......................................................................................... 14

8. OPERATIONS .......................................................................................................................... 15

8.1 MANAGEMENT..................................................................................................................... 15

8.2 EQUIPMENT ......................................................................................................................... 15

8.4 VAN ..................................................................................................................................... 15

8.5 ASSEMBLY ............................................................................................................................ 15

8.6 PAYMENT ............................................................................................................................. 16

8.7 RETURNS AND REFUNDS ....................................................................................................... 16

9. RISKS ..................................................................................................................................... 17

9.1 PITCH RISK ........................................................................................................................... 17

9.2 INCREASED COMPETITION .................................................................................................... 17

9.3 SEASONALITY ....................................................................................................................... 17

10. FUNDING REQUIREMENTS & RATIONALE .............................................................................. 18

10.1 SALES AND REVENUE PROJECTION ...................................................................................... 18

APPENDICES .............................................................................................................................. 19

APPENDIX A ............................................................................................................................... 19

APPENDIX B ............................................................................................................................... 20

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APPENDIX C ............................................................................................................................... 22

BIBLIOGRAPHY........................................................................................................................... 23

3
Executive summary

Survival of the Festival is a company that produces festival survival kits containing all the
essential items you may forget when attending a festival, and sells them at the multiple
festivals in the UK and Europe. The business is solving the problem for people who are not
prepared enough when going to festivals, SOF is unique as makes it easy to forget and just
pick up a cheap kit from the van on arrival at the festival.
The festival industry in the UK and Europe is continually growing, SOF will take advantage
of this industry growth in order to gain market share.

In the medium to long term SOF aims to join up with festival websites in order for them to
recommend our kits to their festival goers when buying their tickets, and as a result hire more
staff to help with the growing operations.

4
1. The Business

1.1 Company Overview:

‘Survival of the Festivals’ known as SOF from hereon, is a start-up partnership company
selling festival survival kits containing the essential items that people between the ages of 18-
50 need and tend to forget when they go to a festival. According to the Guardian “It’s easy to
forget the simple things that can make festival living that bit more comfortable.” (Guardian,
2017) this kit is here to eliminate that problem.

The survival kit will contain miniature toiletries, helpful gadgets and fun items that will be
sold at festivals to make the experience the best it can be. These kits will be sold at various
festivals in the UK and Europe, which no other companies are doing. Enabling people to just
forget about bringing the essentials and buy a kit when they arrive at the festival, or more
organised customers will be able to pre order their kits via the company website and pick
them up when they get to the festival.

1.2 Mission
Survival of the Festival’s mission is to help the forgetful and unprepared by doing the
preparation for them, all they have to do is show up and enjoy their festival experience.

1.3 Vision
Survival of the Festival’s vision is to be the number one provider of essential goods to
festival goers in the UK and Europe with its cheap and exciting kits.

1.4 USP
SOF’s and its survival kits are unique as it sells directly to festival goers at festivals, the van
sells amongst all the action at the forefront of festival events, making it impossible to go the
weekend without the necessary essentials. Even the prepared festival goers can order online
and pick it up at the event, meaning they won’t even have to worry about bringing any
essentials.

5
2. Market / industry analysis
According to The Guardian there has been a 12% rise in audiences at live music events over
the past 12 months from July 2017. Audience numbers rose from 27.7 million in 2015 to 30.9
million in 2017 which has in turn brought £4billion to the UK economy (Ellis-Petersen,
2017). The biggest percentage of the 30.9 million festival goers - 26.2% spent between £50 -
£100 when at a festival. From this it can be noted that with a rise in festival goers there is a
clear market for the festival survival kit.

2.1 Disposable income / spending patterns

According to the Telegraph, people born between 1980 and 200 are ‘terrible savers’(Mintz,
2017). British people born in 1980 earned 13% less than people born in 1970 in 2015, in
Greece this decline was 25% (Collinson, 2018). With 36% of people being on a budget
(Festival Awards, 2015) buying many of these ‘essentials’ individually can be pricy, around
£35- £40 for most of the products (Tesco).

2.2 Social Media

In recent years there has been a growth in social media users, with there being 3.028 billion
active social media users around the world (Williams, 2017.
Sellers at festivals have said that social media is very effective in terms of social returns –
when someone encounters your business or product at a festival, they ‘like’ the company on
Facebook and Tweet it which helps build a customer relationship. This leads to good reviews
and more recognition (Featherstone, 2015).

2.4 Target market

SOF aims to sell festival survival kits to people of all ages, however SOF will target festival
goers aged between 18-50 years old that tend to forget the essentials when packing for a
festival.
Statistics indicate that of the 30.9 million people attending UK gigs and festivals in 2017
(Moore, 2017), 80.7% of festival goers are aged between 18-50 (see appendix A) (Statista,
2017). And with a rise in popularity of European festivals such as Way Out West in Sweden
and Hideout in Croatia gives reason to anticipate a gap for the kit in this market.

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2.5 Competitors analysis
SOF has identified direct and indirect competitors to the business;
- The indirect competitors are supermarkets and drugstores that sell toiletries
individually.
- The direct competitors are those who offer kits intended for festival use. For example,
Filthy Fox an online festival gear shop that offers a ‘festival survival kit’ (Fithy Fox,
2018), however this is only sold online.

The survival kit will predominantly be sold at the various festivals which minimises the risk
of being forgotten. Our main competitors Not on the Highstreet, Filthy Fox and KitPacks
only sell their kits online and send their products to their customers before the festival, which
increases the risk of forgetting it.
After analysing the strengths and weaknesses of SOF’s competitors (see appendix B), Filthy
Fox is the closest rival (Filthy Fox, 2018). This is due to their range of products in their kit
and similar price.
SOF’s competitive advantage includes selling its kits at the festivals directly to customers.
This results in increased flexibility for the customers as they are able to buy and collect their
kits on arrival to the festival. Another feature that will differentiate SOF’s kits from the
others is that it is a small compact kit ({38cm x 42cm}) designed to suit different festival
situations.
Continuous growth in festival goers both in the UK and Europe, and a rise in competitors
suggests that there will be demand for SOF’s products (Moore, 2017). Therefore, SOF will
take advantage of this and market to festival goers in the UK and Europe.

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3. Market Opportunities
SOF will be operating in the festival market but more specifically the lifestyle market within
the festival market. This will be by selling survival kits to festival goers who tend to forget
essential items when attending these events.

There are multiple websites such as STA and articles by The Independent, aimed at festival
goers that try to advise on remembering essential items that people normally forget. This kit
will lessen their responsibility of bringing these items, and it will lessen the load of bringing
fully sized items. This way festival goers can focus on the most important thing- having fun.

As previously mentioned the Festival industry brought £4 billion to the UK economy in

2017(Ellis-Petersen, 2017).
- On average, festivals make £324,000 in average gross merchandise sales.
- Festival goers spend around £38.50 on average per transaction while at a festival.
- General event merchandise accounts for 61% of gross sales.
- The festival music genres that sell the most merchandise are Alternative festivals,
with an average of £359,000 gross merchandise sales (Eventbrite,2017).

There is rising opportunity for small vendors to increase their market share at festivals. It has
been said that “a presence at festivals can greatly enhance your brand”, which has resulted
in the increase of small business from 2014. SOF’s decision to operate in the festival market
can be strengthened with the opportunities for growth of small vendors at these events
(Featherstone, 2015).

3.2 Barriers to Entry

3.3 Disposable income

According to Porter’s 5 Forces, buyer power is one of the main factors that shape the
competitive structure of an industry (Investopedia, 2018). In recent years disposable income
per head dropped 2% in 2017, caused by slow wage growth and rising inflation (Allen, 2017).
This has resulted in consumer spending falling when it comes to buying physical items
(Tetlow, 2018).

8
To overcome this barrier, SOF can exploit economies of scale and develop a cost advantage,
this is able to happen by cutting prices when new suppliers enter the market, allowing for
cheaper prices of bulk bought goods.

3.4 Competition
The competitive application process to acquire a stall at high profile festival events, with
around 3000 applicants to Glastonbury, can prove to be a barrier to entry (Featherstone,
2015). When it comes to festival stalls, SOF will mainly have to compete with food and
drink stalls in order to get a pitch. This could be an advantage and a way to get a pitch as
SOF is selling toiletries which differentiates them from the ‘usual’ stalls and makes the
company stand out.

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 6 Marketing strategy and plan

6.1 Product
Survival of the Festival will be selling festival survival kits;

Augmented
Festival goers will be helped and
advised by our skilled staff trained
in marketing and customer
management. Emphasis will be
placed on the kits and the
uniqueness of them.
When using the online site, the
customer will be kept well informed
of the progress of their kit until it
reaches them safely.

Actual
This is the festival survival
Core kit, it will be made up of
The core product is the ease various toiletries, gadgets
and convenience that the and fun items that will be
festival survival kit brings to made affordable to through
festival goers. It is small and bulk orders from the
compact, which brings value wholesalers Personal
for money to the target Products. They will be
market. packed and sold in a
convenient drawstring bag
branded with Survival of the
Festivals’ logo

There will be 4 different types of survival kits and they will contain;

The Essential – The Essential – The Raver The Don

Ladies Gents
- Towel off Bodywash - Antibacterial gel - Antibacterial gel - Towel off Bodywash
- Towel off dry shampoo - Sun Lotion - Sun Lotion - Towel off dry
- Dental kit - Towel off Bodywash - Dental kit shampoo
- Antibacterial gel - Dental kit - Ponchos - Dental kit
- Sun Lotion - Ponchos - Face and Body - Antibacterial gel
- Makeup wipes - Deodorant paint - Sun Lotion

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- Ponchos - Plasters - Ear plugs
- Hair Bands - Eye mask
- Socks

6.2 Product Development

According to Ansoff’s Matrix, start-ups attempt to grow depending on marketing new or
existing products in new or existing markets. Since festival survival kits are not new but
rather an existing product, SOF festival survival kits can be considered different in the way
that it is produced and sold, therefore is using the Product Development strategy (Tutor2u,
2018).

6.3 Promotion
SOF festival survival kits will be branded under a logo that represents the company and the
kit, which is bringing the ease of festival going to the festival in a fun, exciting and simple.

SOF sell through B2C sales via a van at festivals and online sales. In order to reach this
market and promote the advantages of getting a festival kit, we have to appeal to them by
engaging them based on their values, lifestyles and media usage. To raise brand awareness,
SOF will carry out mass advertising via internet marketing, the advertising will be served to
users on a social media platform and through the company website.

6.4 The Website

The SOF website will host pictures and information about the SOF company and the kits,
products and service, and promotions that are offered.
- Student discounts (only NUS cards)
- Discounts on multiple purchases
- Sign up for promotions and special offers
The theme of the website will be based around an eclectic mix of vibrant and colourful
themes that encompasses the festival experience.

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6.5 Social Media
Over 3 billion people have social media accounts. This means that SOF will be potentially
able to reach a vast amount of these people on social media.
In order to reach the target market SOF will use social media adverts, investing £3,000 every
3 months (based on cost per clicks CPC). Social networks such as Facebook, Instagram and
Twitter use user information in order to tailor relevant advertisement to them based on their
interactions, this way when our 18-25 target market aligns with the user demographics of a
social platform they will see SOF’s adverts.

6.6 The Van

SOF will advertise through the branding on the side of the van that is used to sell and
distribute the kits at festivals, and on the kits themselves. Our logo will be made visible to
festival goers by our customers wearing the kit around which will in turn bring the company
brand recognition.

6.7 Price
SOF will use penetration pricing when it comes to selling the festival survival kit. This will
aim to gain market share by offering the kits at a low affordable price and in a compact size
to the target market compared to competitors (see competitor analysis in Appendix B), in the
hope that this will raise awareness of SOF’s name and kits, as it will be the only business of
its type selling at festivals (Woodruff, 2018).

The company will be able to achieve low prices by ordering the miniature toiletries from
Personal Products in bulk at a low cost (see appendix C) and assembling the kits in the tote
bags, from The Carrier Bag shop (Carrier bag shop, 2018), in-house. There will be a 100%
mark up on the kits.

6.8 Sample costs of products;

The Essential – The Essential - The Raver The Don

Ladies Gents
Cost to make Cost to make Cost to make Cost to make
£4.79 £5.48 £6.30 £6.50

Selling price Selling price Selling price Selling price

£10.99 £10.99 12.99 £13.99

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6.9 Place
SOF will not have a physical brick and mortar shop, which is due to the fact that online sales
grew by 27% over the past few years (Bradshaw, 2017). Having an online shop gives the
business the opportunity to scale the business up depending on user popularity over time and
seasonality, it will reduce the restrictions imposed by having a store i.e. audience (Smale,
2015).
Instead, SOF will use one of the partners’ garage as storage area for all of the inventory that
will be bought from the wholesalers, and also bags that will make the kit. The partners will
assemble the different kits and get them ready to sell at festivals or ready with delivery
information in order to send them to the customers in the spare room of one of the partners’.
This will mean SOF will not incur costs from rent and utilities.

6.10 People

Making the kits

The two partners are a key element of the production line with in SOF as they are making the
final product – the kit, that the customers receive. They will be able to use their experience in
marketing and sales in order to make the kits appealing for the customers with no issues.

Selling at the Festivals

SOF’s partners are the most important element of the service given at the festivals as they are
the face of the company interacting with the customer. They need to know the kits as well as
know what the customers want to ensure the customers get what they want, giving them a
great overall customer experience. This will hopefully build a substantial customer base to
keep the business profitable (The Marketing Mix, 2018).

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 7. The Business Model Canvas

Key suppliers; - Assemble Kits Product; - Promoting customer Major target market;
- Personal Products - Marketing - Small and compact awareness through
- Carrier Bag Shop - Website - Cheap marketing and - festival goers 18-
development - Eliminating the customer service 50
UK Festivals - Selling Kits – possibility of - festival goers that
European Festivals online and at festivals forgetting essentials tend to forget things
- For those who
Marketing Partner forget Other target
customers;
Sales Partner - 2 Partners Service;
- High at festival and -B2C used to reach - Festival goers
online availability target customer at - Event attendees
- Van for Selling festivals
- Ordering service
- Online website and - Online website
social media - Eventually through
festival website

- Initial investment -Profit from online sales

- Wholesale costs -Profit from festival sales
- Marketing costs
- Pitch costs - Eventually profit from partnerships with festivals

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8. Operations

8.1 Management
Ownership of the business will be equally divided (50% - 50%) between the two
partners/directors. These partners studied together which meant that they had prior
knowledge of each other’s skills and capabilities before forming a partnership, this has
allowed them to develop a strong working relationship. Their skills and qualifications in
marketing and sales, will allow them both to contribute to the development and maintenance
of the online website, advertising and sales of the survival kits.

The partners will be the only full-time employees of the company when starting up on an
annual salary, £1600 each. They are personally involved in every stage of the process
ensuring the kit is made to the high standards of how they envisioned it. Once SOF has
become more established, more part time employees will be hired to assemble and sell the
kits at various events. The partners are dedicated to making SOF a success and have each
invested £15,565.63.

8.2 Equipment

8.3 Laptop
To manage the online shop and promotion, SOF will need a laptop to undertake these
activities. All of the companys orders, finances and promotions will be done through this
laptop.

8.4 Van
SOF will buy a vintage Citroen H-van that has been converted, fitted with shelves and opens
up at the side, perfect for selling at festivals (Ebay, 2018). The packs will be taken to the
festivals ready assembled and ready for selling. As the company grows, it will look into
leasing some additional vans depending on demand.

8.5 Assembly
All of the products will be delivered in packs by the wholesaler Personal Products and the
bags that the kits will be put in will be delivered by the Carrier Bag Shop. There is no need to
have any special equipment to put the kits together as it will involve gathering the various
products and putting them in the bags. However, to monitor and assess the quality of the kits

15
throughout the assembly process SOF will adopt the Kaizen continues improvement approach
(Tutor2u, 2018). This will ensure quality and make sure the company is following the
guidelines of the Sale of Goods Act 1979 (Legislation.gov.uk, 2018).

8.6 Payment
To take payments at festivals SOF will need a card terminal- Sum Up Air Card reader. This
will connect to Bluetooth on a phone which allow people to make payments via Credit or
Debit cards, which allows the partners to monitor sales via their phone.

Payment methods that will be accepted are;

- Visa
- MasterCard
- PayPal
- Cash

8.7 Returns and Refunds

Refunds will only be accepted if the product is damaged upon arrival. A picture of the
damaged item will have to be sent to the SOF’s help address to be handled further. And
returns will only be accepted if the product is intact and unused.

16
9. Risks

9.1 Pitch Risk

Winning a pitch at major festivals such as Glastonbury and Latitude is competitive with 3000
enterprises competing, and quite costly around £10,000. However, the sales made are said to
alleviate these costs (Featherstone, 2015).
The application process starts in the Autumn before the festivals, to mitigate the risk of
getting a pitch SOF will emphasise the USP of the business which is the ease of the festival
survival kits.

9.2 Increased Competition

SOF is aware that there might be an increase in competition from new businesses/entrants
copying SOF’s idea of selling survival kits at festivals. To mitigate this risk the company will
ensure a strong working relationship with festivals and events which will exclusively
promote SOF and its products.

9.3 Seasonality
According to research, sales will be maximised at specific times of the year such as summer
months; May – September when most festivals take place in the UK (Jones,2015). The
expectation of warmer weather encourages more people to attend these events and are likely
to spend more. SOF will mitigate the seasonality risk by focus on making and producing
more kits and promoting them just before and during the height of the festival season, it will
also re-evaluate its marketing strategy in the festival community.

17
10. Funding Requirements & rationale
Equity financing will come in the form of the partners personal investment, a total of
£31,131.25, £15,565.63 each. This will cover the total start-up costs of SOF along with the
bank loan.
To finance the venture, SOF will need a loan from Santander Bank as they offer unlimited
free day-to-day transactions for a year, as well as paying 0.25% in-credit interest (Santander,
2018). A bank loan of £32,000 will cover the running costs during the first year of business
from January 2018 – December 2018.

10.1 Sales and Revenue Projection

The cash flow forecast shows that SOF will make £679,000.00 in the first year of sales
(2018), with a profit of £562,065.00. And continues to make profit.

Please see the Excel spreadsheet for full financials; Cost: set-up and running cost.
Cash flow forecast, Profit & loss account.

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Appendices

Appendix A
Age distribution of festival goers in the UK 2017

19
 Appendix B
Competitor Analysis

Name Kit Packs Filthy Fox Not on the

Highstreet

Products • 1 x 6" Glow stick Waterproof Poncho

• 1 x Sunscreen lotion 7g Pocket pack of
sachet sun protection factor Disposable Urinal tissues
30
• Disposable Poncho Pocket Tissues Antibacterial hand
• Travel toothbrush, handle gel
doubles as a case when not Antibacterial Hand Gel
in use Baby wipes
• 2 x 6g toothpaste Keyring Light Bulb Torch
• 1 pack chewing gum Toothbrush &
• 2 pairs of Laser Lite Hand & Body Warmers x Toothpaste
Earplugs 2
• 8 x Assorted plasters Dry Shampoo
• 2 x Condoms SPF20 Sun Cream
• 8 x Toilet seat covers, the Lipsalve
disposable flushable paper Ear Plugs
kind Condoms
• 5 Pairs disposable plastic Eye Mask
gloves
• Pocket Sized Packet of Glow Stick x 3
Tissues
• 15 x Lemon Fresh Wipes, Toothbrush &
individually wrapped. Toothpaste Set
• 5 x Plastic trash bags
25cm x 18cm (10" x 7") 10 x Cleansing Wipes
with tie handles. In a
separate resealable plastic 2 x Condoms
bag
• 5 x Antibacterial
Sanitising Wipes,
individually wrapped.
• 2 x Strong plastic pouch
bags 15cm x 20cm to fit it
all in

20
 £15.85 £14.99 £6.50
Price

+ Wide range of products + Wide range of products + Small and compact

Strength
+ Multiples of products are + Only essentials
included

- A lot of products – 60 - Only sold online - Missing some

Weakness essentials
- Only sold online - No promotion
- Only sold online
- No promotion
- No Promotion – only
website is promoted

21
Appendix C
Cost of products from Personal Products

Inventory Price – in bulk

- Nilaqua Towel Off Body Wash Case Price: £26.04 (24)

(waterless mini dry body wash) Unit Price: £1.09
65ml
- Nilaqua Towel Off Dry Shampoo Case Price: £26.04 (24)
65ml Unit Price: £1.09
- A.Me Dental kit Case Price: £75.00 (250)
Unit Price: £0.30
- On The Move Antibactirial Hand Case Price: £5.41(12)
Gel 75ml Unit price: £0.45
- Anovia Tropical Sun Lotion SPF30 Case Price: £10.72 (12)
65ml Unit Price: £0.89
- Emergency Poncho – 2 pack Case Price: £11.16 (12)
Unit Price: £0.93
- Neutrogena Makeup Remover Case Price: £17.05 (100)
Towelettes - 7 wipes Unit Price: £0.17
- Ponytail Hair Bands - 10 bands Case Price: £46.50 (1000)
Unit Price: £0.05
- Ear Plugs and Eye Mask Case Price: £90.00 (100)
Unit Price: £0.90
- Men’s Deodorant 35ml Case Price: £6.09 (12)
Unit Price: £0.51
- Face and Body Paint Case Price: £19.34 (24)
Unit Price: £0.82
- Socks – one pair Case Price: £104.16 (140)
Unit Price: £0.74

22
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