Swift>

Business Plan
Team 3

FIRSTIDEA TECHNOLOGIES LTD. p. +44 (0) 7800 570 574 www.swift.com

 CONFIDENTIALITY
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Ltd. This document is submitted to the recipient in confidence. Certain information contained
herein may not be otherwise used, copied, or disclosed in whole or in part except as
permitted by written agreement signed by an officer of FirstIdea Technologies Ltd.
Unauthorized use, copying or other reproduction is prohibited by law and may give rise to
civil and criminal liabilities.

Document History:

Version Date Remarks

1.3 07 December 2016 Submitted to Dr. Bruno Oliviera

Swift Business Plan (December 2016) 2

Table of Content

s
1 Introduction....................................................................................5
1.1 Vision....................................................................................................5
1.2 Mission...................................................................................................5

2 Description of Business......................................................................6
2.1 Opportunity.............................................................................................6
2.2 The Product ............................................................................................6
2.3 Value Proposition......................................................................................6
2.3.1 Consumers.........................................................................................6
2.3.2 Retailers...........................................................................................6

3 Operations......................................................................................7
3.1 Key Partners............................................................................................7
3.1.1 Payment gateway providers and banks.......................................................7
3.1.2 Retailers...........................................................................................7
3.1.3 IT System Integrators............................................................................7
3.2 Key Activities...........................................................................................7
3.3 Key Resources..........................................................................................8
3.4 Channels................................................................................................8
3.5 Revenue Model.........................................................................................8
3.6 Management Team....................................................................................9

4 Marketing.....................................................................................10
4.1 Market Analysis.......................................................................................10
4.2 Competition...........................................................................................11
4.3 Competitors Comparison Chart....................................................................11
4.4 Competitive Advantage.............................................................................12
4.5 Marketing Strategy...................................................................................12
4.6 Marketing Objectives................................................................................12
4.7 Target Market.........................................................................................12
4.8 Marketing Activities..................................................................................12

5 Market Experimentation...................................................................13
5.1.1 Basket approach.................................................................................13
5.1.2 Complimentary gift approach................................................................13
5.1.3 All situational approach.......................................................................13

6 Finance........................................................................................14
6.1 Cost Structure........................................................................................14

Swift Business Plan (December 2016) 3

6.2 Financial Forecast....................................................................................14

7 Risk Analysis..................................................................................16
7.1 Technical Risk........................................................................................16
7.2 Business Risk..........................................................................................16

8 New Venture Growth.......................................................................17

References........................................................................................18
Appendices........................................................................................20
Appendix 1. SWIFT Market Research.....................................................................20
Appendix 2. Cash Flow Forecast..........................................................................23
Appendix 3. Profit and Loss Statement..................................................................28
Appendix 4. PEST and SWOT Analyses.................................................................29
Appendix 5. Swift Investment Slides.....................................................................30

List of Tables

Table 1: Competitors Comparison chart.................................................................11

Table 2: Financial forecast for 5 business years........................................................14

List of Figures

Figure 1: Management Team................................................................................9

Figure 2: Organisation chart................................................................................9

Figure 3: UK Retail Sales YoY..............................................................................10

Swift Business Plan (December 2016) 4

1 Introduction
FirstIdea Technologies Ltd is a technology organization delivering high performance products and
solutions through innovation. We develop easy-to-use software and services of exceptional quality to
enable businesses to manage the complexities of their day to day operations.

Our expertise is in product innovation, custom product development, systems integration and
application services. FirstIdea is a forerunner in making Cloud ready solutions.

1.1 Vision
 We develop simple solutions for complex problems

 Making life easier, simpler and better for people

 Innovative technology led approach

1.2 Mission
Our mission is to provide our clients with products that can help them in growing their revenue and
achieving better business results for our customers.

Swift Business Plan (December 2016) 5

2 Description of Business
2.1 Opportunity
The fashion industry is one of the fastest growing sectors and queues have become one of the biggest
profit killers for retailers. Research suggests retailers lose £1 billion in sales due to abandoned
purchases caused by queues (Section 4.1). SWIFT intends to capture this opportunity by making in-store
shopping easier.

2.2 The Product

SWIFT is a powerful mobile application that dramatically improves the in-store shopping experience.

2.3 Value Proposition

Swift offers an effective approach to optimise retailer’s in store experience through:

 Eliminating queues and putting the payments process in the consumers hands and,

 Enabling retailers to reduce lost sales and focus on their core competencies of selling clothing.

 Enhance the cross- channel experience (offline and online)

Swift offers a strong value proposition for both retailers and consumers in delivering a seamless retail
experience.

2.3.1 Consumers
Swift provides consumers with a convenient solution to the frustrations of shopping. By incorporating a
range of features, Swift enables buyers to bypass queuing, pay instantly and receive personalised and
targeted offers and real-time information whilst in-store. By providing these features in one
application, Swift provides an all-in-one solution.

2.3.2 Retailers
Swift offers fashion retailers an attractive proposition that optimizes their expensive high street
presence and prevents lost sales caused by long queues in-store. By using Swift they are able to offer
customers a powerful payment option that also provides retailers with real and valuable customer data
which improves loyalty and customer value.

Swift Business Plan (December 2016) 6

3 Operations
3.1 Key Partners
3.1.1 Payment gateway providers and banks
Swift will tie-up with all the payment gateway providers like PayPal and Apple Pay and leading banks
such as HSBC and NatWest to give a convenient facility of making cardless payments to users of the
application. Swift will ensure that data security protocols of finance industry are followed in all
payment related transactions.

3.1.2 Retailers
Swift will also propose a partnership model to key fashion retailers to be a part of Swift’s clientele
base to promote Swift’s vision of one app for all clients. Our marketing strategy highlights the value
proposition in detail.

3.1.3 IT System Integrators

Swift plans to use IT system integrators as an extended arm in product development, as integrator of IT
systems and to provide basic support to retail customers.

3.2 Key Activities

 IT team to set up IT infrastructure for the platform through:
o App and website development
o Modelling of cloud structure
o Quality checks- carried out with the initial app and updates to follow to ensure quality
and security is maintained
 Research & Development team to deliver:
o Initial research- already carried out through primary research which confirmed there is
a need for the product (Appendix 1)
o Ongoing product updates- look into whether upgrades are required as consumer’s
habits will change and we will need to react to competitors.
 Finance team to maintain:
o Quality and cost control- ensure we are not overspending.

Marketing & Sales team

 Marketing Managers to:
o Innovation- continually check market trends ensuring we liaise with appropriate team
and implement any changes required as a result.
o Communications- to the market.
o Support sale team- with customer leads/ insights through market analysis.

Swift Business Plan (December 2016) 7

 o Events- including launch event.
o Customer satisfaction surveys- Feedback and customer satisfaction surveys will allow us
to continuously improve the app and ensure we stay relevant to consumers and
retailers alike.
 Sales Representatives to:
o Deliver education of product to retailers and drive adoption

HR & Admin team

 Admin staff to:
o Locate Head Office site.
 HR staff to deliver:
o Post sale staff training- ensure retail staff are able to help customers in store so we on
how to use the app.
o Issue clear job specifications for all employees.

3.3 Key Resources

Physical Resource – Technology is the back bone of this business. Multiple IT systems, Cloud
Infrastructure, Software packages will be the key resources.

Intellectual Resources – Multiple technology Patents will be filed and Licenses will be procured.

Human Resources – A variety of technical and non-technical resources will be recruited viz. Solution
Architects, Project Managers, Software Developers, iOS Developers, Android Developers, Performance
Testers, UI/UX designers, Integration specialists, Business Analysts, Market Researcher, Customer
Service Executives

Financial Resources – Investment will be called from Banks, Venture Capitalists, Angel Investors etc.

3.4 Channels
The App will be available to all users for downloading from App store, Google Play and will be
extended to Windows users also. The retailers will sign up and will be using a back-end portal which
will be available to access via Cloud. The retailer’s inventory databases, payment gateways will be
integrated to the SWIFT platform and will offer seamless transactions.

3.5 Revenue Model

Swift generates revenues through three income steams:

Transactions: A variable fee is charged to the retailer for each transaction.

Marketing: Advertising, cashback and loyalty products that enable retailers to enhance customer
relationships.

Swift Business Plan (December 2016) 8

Analytics: Selling anonymised consumer shopping behaviour and data insights.

3.6 Management Team

Swift’s management team has over 50 years of combined technology, finance and entrepreneurial
experience.

Michael
Chief Executive Officer
M&A experience in technology
Strategic consultant and advisor

Raja
Chief Technology Officer
Successful entrepreneur
Innovator and technology guru

Thania Saki Neha Shirley

Chief Marketing Chief International Chief Sales Officer Chief Strategy
Officer Officer Leading agency Officer
Digital banking Asia-Pacific business experience Senior fashion
experience experience Account merchandiser
Experience with Led sales teams management Asian business
leading brands within healthcare background experience

Figure 1: Management Team

Swift Business Plan (December 2016) 9

Figure 2: Organisation chart

4 Marketing
4.1 Market Analysis
“A study by the Centre for Retail Research found that the UK retail industry is sacrificing £6.6bn per
year due to lack of investment into its mobile offering and it’s this lack of investment which could be
why 90% of people delete apps within the first year.” (Apadmi, 2015).

The retail sector generates 5% of total GDP amounting to £339 billion (Retail Economics, 2015) with
over 290,000 retail outlets and 2.8 million employees (Retail Economics, 2015). A survey carried out by
EE Identified that this sector faces losing £1 billion in lost sales each year as a result of customers not
wanting to face long queues in store (EE, 2014).

As the value of this sector is on the increase (see graph below), there is a distinct trend towards more
card and contactless payments (The UK Cards Association, 2016) as daily card transactions in the UK
are expected to rise from 31.6 million in 2014 to 52.5 million by 2024 (The UK Cards Association, 2015).

Additionally, as outlined by Apadmi (2015) the use of mobiles is growing with 97% of Brits who own a
smart phone taking it with them when shopping. Personalisation is also a key focus with 80% of people
being open to downloading an app if it allowed them to collect loyalty points on their phone when in
store.

Swift Business Plan (December 2016) 10

Figure 3: UK Retail Sales YoY

This shows that there is a clear need for retailers to invest in optimizing the cross- channel experience
for consumers.

4.2 Competition
There are few players who have established a presence in this space except Scandit and Amazon Go.
Both are primarily based in the USA providing a gap of such approaches in the UK and European market.
However, there are some substitutes which exist in UK and Europe market which might pose initial
competition to Swift.

Scandit: This product provides feature to integrate enterprise-grade barcode scanning into your mobile
self-checkout app using a Barcode Scanner tool for Android, Windows and IOS platforms. This is one of
the key competitors to Swift.

Amazon Go: In December 2016, Amazon launched a pioneering store incorporating a ‘Just Walk Out’
shopping approach. Using technology, customers are able to scan their phone on entry and then simply
select items and leave the store without any further interaction. This is a single concept grocery store
but has the possibility to expand globally (Amazon, 2016).

Other Substitutes: There are few more similar services in the market such as Self pay checkouts. They
provide machines where customers can scan the products themselves and pay. This mechanism is very
prevalent in top UK grocery stores such as Tesco, ASDA and Sainsbury but might pose a threat to Swift
if they enter in UK’s fashion and retail industry with some similar variant product.

Swift Business Plan (December 2016) 11

4.3 Competitors Comparison Chart
Following is the comparison between top mobile based scanning service providers in the industry.

Table 1: Competitors Comparison chart

4.4 Competitive Advantage

Swift is therefore distinguished from competitors by providing:

 One app for all retail stores

 All technology platforms are supported
 Very user friendly and adaptable interface
 Highly secured transactions

4.5 Marketing Strategy

Establish Swift within the UK retail marketplace and change shopper’s in-store behaviour.

4.6 Marketing Objectives

 Generate mass awareness of Swift from both fashion retailers and consumers
 Encourage trial of the app and secure 10,000 active users within the first 12 months
 Sign-up and roll the application to five major retailers within the first 12 months
 To collaborate with retailers and incorporate the loyalty programs

Swift Business Plan (December 2016) 12

4.7 Target Market
We plan on targeting the Top 50 UK clothing retailers who deliver a mobile and cross- channel (includes
in store) experience. (Appendix x)

4.8 Marketing Activities

We aim to develop the business using online and offline techniques targeted towards consumers and
retailers.
 Social Media: Incorporating how-to videos demonstrating how to use the app
 Retail Trade Shows: Targeted events showing the value of Swift to retailers
 Digital: Creating a dedicated website and targeted advertising on retailers websites to
showcase the seamless experience of the app when shopping in-store
 Sales Approach: Visiting retailers head offices and demonstrating Swift in-store through pop-up
approaches in major shopping locations e.g. Bullring
 Instore Marketing

5 Market Experimentation
We intend to observe customers’ and suppliers’ behaviour and reactions before launching Swift in the
market. Given that Swift is used by both fashion retailers and shoppers, it is necessary to research both
customer behaviour and compatibility with suppliers. Therefore, Swift experiments using following
approaches.

5.1.1 Basket approach

Usually customers choose clothes and queue to buy them. In case of long ques, few customers who do
not have enough time, leave their chosen items and exit the store. We will take those items and add up
together to find out the price. By doing this, we can find out the volume of lost sales.

5.1.2 Complimentary gift approach

While the customers are browsing, and selecting in the store, we will ask them to click photos of tags
of the product they will buy. This is similar to scanning the barcodes while using Swift. We can check
the usability feature of our model by doing this. Customers exiting the store because of long queues
will get a complimentary discount code. This will incentivize the customers to take photos.

Swift Business Plan (December 2016) 13

5.1.3 All situational approach     
We will implement this test on both weekdays and weekends, to get a good taste of all days. In
addition, it is necessary to experiment several types of stores in order to target customers. This will
enable the model to be trialled across different categories of retailers from premium brands to fast
fashion.

Swift Business Plan (December 2016) 14

6 Finance
6.1 Cost Structure
The company’s initial costs are coming to a sum of £289,000, which includes product development, IT
equipment and systems procurement, recruitments, etc. The above amount also includes the working
capital and hiring new resources to meet the initial requirements. The company has 100,000 issued
share capital (face value is GBP 1 per share) and the Company Directors have agreed to contribute GBP
10,000 each towards an equity of 10,000 shares, which will be allocated to each director.

6.2 Financial Forecast

The company has forecasted to reach a turnover of £9,525,200 by the end of year five, with an
investment of £1,000,000 over a period of 2 years. FirstIdea is offering a 20% stake in the company for
an investment of £1,000,000. For investments of £250,000 or more the company is offering one board
seat to the investor. The company estimates to break even in 3 years and 6 months.

Table 2: Financial forecast for 5 business years

The first three financial years are going to be investment and development phase. The company
anticipates to do the roll out of the app in phases which allows them to develop and test the app
simultaneously. The revenue growth is slow in year 1 because of limited users of Apps and retailers but
in year 2 and year 3 the company focus to invest in marketing and bringing in more retail partners
which in turn will increase the number of users to achieve a minimum of 200,000 transactions by Year
3.

Swift Business Plan (December 2016) 15

In year four (2020-2021) the company anticipates a 300% average growth in sales revenue due to its
launch of app to wider audience in the UK and doing on an average 500,000 transactions per month. It
will also launch it services in the Europe in Year 4 and will focus to expand in that market. The
company has estimated to achieve 1,000,000 transactions per month in year 5 which will boost the
revenue and in addition to it the advertising and cashback revenue will also grow proportionally.

The company’s cash flows indicate a healthy growth with the cash balance of £9,530,100 at the end of
year five, provided the investment is made in Month1, Month7, Month 15 and Month 25 to keep the
cash flow positive during the five-year period and the topline figure is achieved inline with the
company’s revenue plan.

Swift Business Plan (December 2016) 16

7 Risk Analysis
7.1 Technical Risk

Risk Risk Level Severity Mitigation

 Experienced technical team
Development of technology
Low High  Technical methodology
infrastructure
 Cloud based approach
 Retailer-led data approach
Access to sensitive retailer
High High  Technical methodology
and product data
 Legal arrangements

Swift is highly technical which introduces risk around technology development and data sensitivity as
the platform needs connect with external systems and easily scale. This is mitigated by an advanced
technical methodology which ensures that all data is securely handled and held directly by retailers.
Swift will also use a cloud based approach enabling the product to scale as needed to accommodate
new customers or regions.

7.2 Business Risk

Risk Risk Level Severity Mitigation

Similar technology is
introduced by competitors or Medium High  Technology licensing
customers
 License based model
Swift is unable to effectively  Multiple revenue
Medium Medium
monetise its service streams
 Generate awareness
 Traditional security
Products are stolen in-store Low Low
 RFID chips

Swift also considers the actions of competitors, monetization and in-store security within its business
model. Swift has been designed to provide a powerful value proposition to customers, incorporate
multiple revenue streams and offer a security approach compatible with in-store hardware. This
approach means that Swift can be an effective first-mover in this space and positioned attractively as
customers receive an easy to integrate and valuable solution requiring no further investment.

Swift Business Plan (December 2016) 17

8 New Venture Growth
Swift has a truly global retail ambition. We plan to execute an ambitious roadmap over the course of
the next five years to drive sales and operations internationally.

Year 1: The launch of Swift in the UK

Target a number of major fashion retailers nationally and enable the business to further enhance its
model and activities.

Year 2 and 3: Scale Swift into Europe

Expand our sales opportunities to Europe, building upon the clear track record and impact we have
delivered in our domestic market as we become more profitable and productive.

Year 5: Further scale the business into the US and Australian markets

Further develop growth into the US and Australian markets, targeting a minimum of 1 million
transactions per month.

Year 7: Exit the business

Exit the business through a sale to a major technology services company, financial institution, payment
gateway or private equity firm.

Swift Business Plan (December 2016) 18

References
Amazon (2016). Amazon.com. : Amazon Go. Available from: http://www.amazon.com/go [Accessed 7th Dec.
2016].

An Entrepreneur’s Guide to the Galaxy. (2013). Key Partners, Activities and Resources. [online] Available at:
https://benpfsmith.wordpress.com/2013/05/28/key-partners-activities-and-resources/ [Accessed 29 Nov. 2016].

Apadmi (2015). Apadmi’s Retail App Report: The importance of integrating mobile into a retailer’s business model.
Available from: http://www.apadmi.com/assets/uploads/2015/11/retail-app-report-november-2015.pdf [Accessed
01 DEC 2016]

Cleverism. (2015). Key Partners in Business Model Canvas. [online] Available at: https://www.cleverism.com/key-
partners-in-business-model-canvas/ [Accessed 2 Dec. 2016].

Ecommerce-digest.com. (2016). Key Partnerships in the Business Model. [online] Available at:

http://www.ecommerce-digest.com/key-partnerships.html [Accessed 3 Dec. 2016].

EE (2014). British Retailers face £1 billion in lost sales every year due to long queues says EE. Available from:
https://explore.ee.co.uk/our-company/newsroom/british-retailers-face-1-billion-in-lost-sales-every-year-due-to-
long-queues [Accessed 01 DEC 2016]

FASHION UNITED (2014) Report: Long queues cause retailers 1 billion in losses. Available at:
https://www.fashionunited.co.uk/fashion-news/fashion/report-long-queues-cause-retailers-1-bn-in-losses-
2014031820481 (Accessed: 5 December 2016).

Hunter, D. (2015) 86% of Shoppers Avoid a Store with Long Queues. Available at:
http://digitalmarketingmagazine.co.uk/digital-marketing-news/86-of-shoppers-avoid-a-store-with-long-queues/
2741 (Accessed: 5 December 2016).

Internet Retailing (2016). IRUK Top 500 Dimension Report. Mobile and cross- channel: May 2016. Available from:
http://internetretailing.net/iruk/the-uks-top-500-ecommerce-retailers/ [Accessed 02 DEC 2016]

Kuratko, D. F. (2014). Introduction to Entrepreneurship, 9th ed., Cengage Learning, UK, 469.

Retail Economics (2015). UK Retail Stats and Facts. Available from: http://www.retaileconomics.co.uk/library-
retail-stats-and-facts.asp [Accessed 01 DEC 2016]

Scandit (2016). The Best Barcode Scanner for the Retail Industry. Available from
http:www.scandit.com/industries/retail/learn [Accessed 01 DEC 2016]

The UK Cards Association (2015). UK Card Payments Summary 2015. Available from:
http://www.theukcardsassociation.org.uk/wm_documents/UK%20Card%20Payments%202015%20Summary.pdf
[Accessed 01 DEC 2016]

Swift Business Plan (December 2016) 19

The UK Cards Association (2016). Summary of key statistics for Q3 2016. Available from:
http://www.theukcardsassociation.org.uk/wm_documents/Quarterly%20Market%20Trends%20Q3%202016.pdf
[Accessed 01 DEC 2016]

Trading Economics (2016). United Kingdom Retail Sales YoY. Available from:
http://www.tradingeconomics.com/united-kingdom/retail-sales-annual [Accessed 01 DEC 2016]

Swift Business Plan (December 2016) 20

Appendices
Appendix 1. SWIFT Market Research
2016-11-06

Q1 Which gender do you identify as?

Answer Choices– Responses–

– 51.00%
Female 51
– 49.00%
Male 49
Total 100

Q2 Which age category do you fall under?

Answer Choices– Responses–

– 1.00%
Under 20 1
– 19.00%
21-25 19
– 47.00%
26-30 47
– 20.00%
31-40 20
– 5.00%
41-50 5
– 8.00%
51+ 8
Total 100

Q3 Do you shop for clothing online or in store?

Answer Choices– Responses–

– 8.00%
Online 8
– 39.00%
In store 39
– 53.00%
Both 53
Total 100

Q4 What is your preferred method to shop for clothing?

Swift Business Plan (December 2016) 21

Answer Choices– Responses–
– 17.00%
Online 17
– 83.00%
In store 83
Total 100

Q5 How often do you shop for clothes in store?

Answer Choices– Responses–

– 0.00%
Daily 0
– 11.00%
Weekly 11
– 55.00%
Monthly 55
– 29.00%
Every six months 29
– 4.00%
Once a year 4
– 1.00%
Hardly never 1
Total 100

Q6 When do you prefer to shop in store?

Answer Choices– Responses–

– 23.00%
Weekday 23
– 54.00%
Weekend 54
– 28.00%
Holidays 28
– 40.00%
Sales 40
Total Respondents: 100

Q7 What time do you prefer to shop in store?

Answer Choices– Responses–

– 65.00%
Day time 65
– 35.00%
Evening 35
Total 100

Swift Business Plan (December 2016) 22

Q8 Do you own a smart phone?

Answer Choices– Responses–

– 98.00%
Yes 98
– 2.00%
No 2
Total 100

Q9 How many retail APPs do you use?

Answer Choices– Responses–

– 25.00%
0 25
– 46.00%
1-5 46
– 13.00%
6-10 13
– 16.00%
11+ 16
Total 100

Q10 Have you ever left a store due to long queues?

Answer Choices– Responses–

– 71.00%
Yes 71
– 29.00%
No 29
Total 100

Swift Business Plan (December 2016) 23

Appendix 2. Cash Flow Forecast

Year 2016- 2017

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Opening
60,000.00 208,400.00 171,000.00 133,600.00 102,300.00 71,000.00 39,700.00 261,000.00 232,300.00 203,600.00 177,500.00 151,400.00
Balance
Initial
250,000.00 250,000.00
Investment
Initial
64,200.00
Expenses
Revenues
2,150.00 2,150.00 2,150.00 5,250.00 5,250.00 5,250.00 7,850.00 7,850.00 7,850.00 10,450.00 10,450.00 10,450.00

Cost of
20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00
Sales
Product
10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00
Development
Expenses
3,000.00 3,000.00 3,000.00 3,000.00 3,000.00 3,000.00 3,000.00 3,000.00 3,000.00 3,000.00 3,000.00 3,000.00

Overheads
4,550.00 4,550.00 4,550.00 4,550.00 4,550.00 4,550.00 4,550.00 4,550.00 4,550.00 4,550.00 4,550.00 4,550.00

Salaries
2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00

Closing 208,400.0 171,000.0 133,600.0 102,300.0 261,000.0 232,300.0 203,600.0 177,500.0 151,400.0 125,300.0
71,000.00 39,700.00
Balance 0 0 0 0 0 0 0 0 0 0

Swift Business Plan (December 2016) 24

 Year 2017 - 2018

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Round 3
250,000.00
Investment
Opening
125,300.00 71,900.00 18,500.00 215,100.00 169,200.00 123,300.00 93,300.00 93,600.00 93,900.00 94,200.00 94,500.00 94,800.00
Balance
Revenues
20,600.00 20,600.00 20,600.00 20,600.00 20,600.00 20,600.00 50,900.00 50,900.00 50,900.00 50,900.00 50,900.00 50,900.00

Cost of
36,500.00 36,500.00 36,500.00 36,500.00 36,500.00 20,600.00 20,600.00 20,600.00 20,600.00 20,600.00 20,600.00 20,600.00
Sales
Product
10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00
Development
Expenses
7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00

Overheads
12,500.00 12,500.00 12,500.00 12,500.00 12,500.00 12,500.00 12,500.00 12,500.00 12,500.00 12,500.00 12,500.00 12,500.00

Salaries
7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00 7,500.00

Closing 169,200.0 123,300.0

71,900.00 18,500.00 215,100.00 93,300.00 93,600.00 93,900.00 94,200.00 94,500.00 94,800.00 95,100.00
Balance 0 0

Swift Business Plan (December 2016) 25

 Year 2018 - 2019

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Round 4 –
250,000.00
Investment
Opening Balance 95,100.00 324,250.00 303,400.00 282,550.00 270,700.00 258,850.00 247,000.00 285,150.00 323,300.00 361,450.00 399,600.00 437,750.00
Revenues
101,100.00 101,100.00 101,100.00 101,100.00 101,100.00 101,100.00 151,100.00 151,100.00 151,100.00 151,100.00 151,100.00 151,100.00

Cost of
66,750.00 66,750.00 66,750.00 66,750.00 66,750.00 66,750.00 66,750.00 66,750.00 66,750.00 66,750.00 66,750.00 66,750.00
Sales
Product
15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00
Development
Expenses
9,000.00 9,000.00 9,000.00 9,000.00 9,000.00 9,000.00 9,000.00 9,000.00 9,000.00 9,000.00 9,000.00 9,000.00

Overheads
14,200.00 14,200.00 14,200.00 14,200.00 14,200.00 14,200.00 14,200.00 14,200.00 14,200.00 14,200.00 14,200.00 14,200.00

Salaries
17,000.00 17,000.00 17,000.00 17,000.00 17,000.00 17,000.00 17,000.00 17,000.00 17,000.00 17,000.00 17,000.00 17,000.00

Closing 324,250.0 282,550.0 258,850.0 285,150.0 361,450.0 437,750.0

303,400.00 270,700.00 247,000.00 323,300.00 399,600.00 475,900.00
Balance 0 0 0 0 0 0

Swift Business Plan (December 2016) 26

 Year 2019 - 2020

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

ing
475,900.00 505,000.00 534,100.00 563,200.00 753,300.00 943,400.00 1,133,500.00 1,473,900.00 1,814,300.00 2,154,700.00 2,495,100.00 2,835,500.00
nce
nues
201,300.00 201,300.00 201,300.00 351,300.00 351,300.00 351,300.00 501,600.00 501,600.00 501,600.00 501,600.00 501,600.00 501,600.00

of
95,000.00 95,000.00 95,000.00 95,000.00 95,000.00 95,000.00 95,000.00 95,000.00 95,000.00 95,000.00 95,000.00 95,000.00

uct
lopmen 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00 15,000.00

nses
11,000.00 11,000.00 11,000.00 11,000.00 11,000.00 11,000.00 11,000.00 11,000.00 11,000.00 11,000.00 11,000.00 11,000.00

heads
17,900.00 17,900.00 17,900.00 17,900.00 17,900.00 17,900.00 17,900.00 17,900.00 17,900.00 17,900.00 17,900.00 17,900.00

ies
33,300.00 33,300.00 33,300.00 33,300.00 33,300.00 33,300.00 33,300.00 33,300.00 33,300.00 33,300.00 33,300.00 33,300.00

ng 534,100.0 753,300.0 1,133,500.0 1,473,900.0 1,814,300.0 2,154,700.0 2,495,100.0 2,835,500.0 3,175,900.0

505,000.00 563,200.00 943,400.00
nce 0 0 0 0 0 0 0 0 0

Swift Business Plan (December 2016) 27

Year 2020 - 2021

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11

Opening
3,175,900.00 3,404,750.00 3,758,600.00 4,112,450.00 4,603,300.00 5,094,150.00 5,585,000.00 6,075,850.00 6,566,700.00 7,307,550.00 8,048,400.00
Balance
Revenues
502,100.00 627,100.00 627,100.00 752,100.00 752,100.00 752,100.00 752,100.00 752,100.00 1,002,100.00 1,002,100.00 1,002,100.00

Cost of
163,250.00 163,250.00 163,250.00 163,250.00 163,250.00 163,250.00 163,250.00 163,250.00 163,250.00 163,250.00 163,250.00
Sales
Product
20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00 20,000.00
Dev
Expenses
12,000.00 12,000.00 12,000.00 12,000.00 12,000.00 12,000.00 12,000.00 12,000.00 12,000.00 12,000.00 12,000.00

Overheads
19,500.00 19,500.00 19,500.00 19,500.00 19,500.00 19,500.00 19,500.00 19,500.00 19,500.00 19,500.00 19,500.00

Salaries
58,500.00 58,500.00 58,500.00 58,500.00 58,500.00 58,500.00 58,500.00 58,500.00 58,500.00 58,500.00 58,500.00

Closing 3,404,750.0 3,758,600.0 4,112,450.0 4,603,300.0 5,094,150.0 5,585,000.00 6,075,850.0 6,566,700.0 7,307,550.0 8,048,400.0 8,789,250.0
Balance 0 0 0 0 0 0 0 0 0 0

Swift Business Plan (December 2016) 28

Appendix 3. Profit and Loss Statement

2017 2018 2019 2020 2021

Sales Revenue 77,100 429,000 1,513,200 4,667,400 9,525,200

Product Development 120,000 120,000 180,000 180,000 240,000

Cost of Sales 240,000 326,700 801,000 1,140,000 1,959,000

Cost of Sales 360,000 446,700 981,000 1,320,000 2,199,000

Gross Profit -282,900 -17,700 532,200 3,347,400 7,326,200

R&D 100,000 100,000 100,000 100,000 100,000

Marketing 120,000 120,000 120,000 120,000 120,000

Salaries 24,000 90,000 204,000 399,600 702,000

Expenses 36,000 90,000 108,000 132,000 144,000

Overheads 54,600 150,000 170,400 214,800 234,000

Expenses 334,600 550,000 702,400 966,400 1,300,000

Operating Profit  EBITDA -617,500 -567,700 -170,200 2,381,000 6,026,200

Net Financial Cost 0 0 0 0 0

Profit Before Tax -617,500 -567,700 -170,200 2,381,000 6,026,200

Tax (@20%) 0 0 0 205,120 1,205,240

Profit After Tax -617,500 -567,700 -170,200 2,175,880 4,820,960

Gross Profit % -367% -4% 35% 72% 77%

Net Profit % -801% -132% -11% 47% 51%

Swift Business Plan (December 2016) 29

Appendix 4. PEST and SWOT Analyses

A PEST and SWOT analysis helped us to identify the internal and external factors that
could affect this app.

Economical
Political
The increase in credit and debit card
Copyright and intellectual property right payment volumes
against existing app
The increasing trend in the nubmer of
Before Brexit increase in the number of employed population
immigrants
The decrease in consumption behaviour
because of the pound going into free-fall

Social
PEST Technological
98% of people own mobile phone Reading bar code by new app
Many consumers used to use self-casher Analyse the background of consumers
and online shopping Available for credit/debit card paiment
Low shoplifting rate

Strengths Weaknesses
- User friendly - Few relevant retailers
- Free application - Necessary to use own phone and
download this app
- Available for credit/debit card paiment
- Unknown the app and usage of this
- Possible to reduce the number of staff
- Retailers have to instal a security check
- Need not queue
- Impossible to pay by cash
- Time savings
- Reduction of lost sales
Opportunities
SWOT - Difficult to deal with discount
Threats
- 98% of people own mobile phone - Online shopping
- 71% of people have left because of - 40% of people pay by cash
queues
- 75% of people use one or more shopping - The fear of shoplifting
app
- Increasing online transaction
- The spread of self-casher

Swift Business Plan (December 2016) 30