Interfortuna S.C.

Business Plan

Students: An Do Timo Goes Roeland Kamerbeek Jannes Kreis Henry Kressmann Inge Ruijs Marcel de Waal Tutor: Mrs. Wilms

2002910 9960351 9961545 2023619 2007288 9961177 2007443

Interfortuna S.C., Cleverpad Preface Interfortuna S.C. has been founded this year by 7 ambitious students. These students, from Avans Hogeschool ‘s-Hertogenbosch as well as foreign universities, will try to raise profit by selling a multi-purpose anti-slip matt. The founding of the company has been done in the frame of the Minor International Entrepreneurship, the E1 and E2 fase of the International Businesses and Languages study. This business plan is the final document in the start up of the company. After this, the company will start purchasing and selling the products for real. The students involved with the company, An Do, Timo Goes, Roeland Kamerbeek, Jannes Kreis, Henry Kressmann, Inge Ruijs and Marcel the Waal, like to express their gratitude to the following people that have helped and guided them while starting up the company: - Ms. Wilms, the tutor from Avans Hogeschool - Mr. Nohan, the mentor from outside Avans Hogeschool - Mr. van Veldhoven, the accountant - Jong Ondernemen itself

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Interfortuna S.C., Cleverpad Index

1. Introduction................................................................................................................5 2. Executive Summary...................................................................................................6 3. Product Idea................................................................................................................8 3.1 The Cleverpad......................................................................................................8 3.1.1 Problem-solving product ..............................................................................8 3.1.2 Innovativeness and uniqueness.....................................................................9 3.1.3 Practical and achievable .............................................................................10 3.1.4 Consumer desires .......................................................................................10 3.2 Sustainable supplier ...........................................................................................11 4. Management team....................................................................................................12 4.1 Team...................................................................................................................12 4.2 Incremental value team members.......................................................................12 4.3 Business related experience and skills...............................................................14 4.4 Missing skills and experience.............................................................................15 4.5 Motivation per team member.............................................................................16 5. Marketing.................................................................................................................19 5.1 The Market and competition..............................................................................19 5.1.1 Market size and growth...............................................................................19 5.1.2 Competitors.................................................................................................19 5.2.1 Target Groups..............................................................................................21 5.2.2 Size of Target Group...................................................................................21 5.2.3 Positioning...................................................................................................22 5.2.4 Sales expectation.........................................................................................23 5.3 Marketing Strategy.............................................................................................24 5.3.1 Product.........................................................................................................24 5.3.2 Price.............................................................................................................24 5.3.3 Place............................................................................................................25 5.3.4 Promotion....................................................................................................26 5.3.5 The Communications Mix...........................................................................27 6. Business system and organization............................................................................30 6.1 Interfortuna’s business system...........................................................................30 6.2 Structure of the organisation..............................................................................31 6.2.1 Tasks and responsibilities of personal.........................................................31 7. Realization schedule.................................................................................................34 7.1 Schedule/planning..............................................................................................34 7.2 Obstacles............................................................................................................34 7.3 Risks...................................................................................................................35 7.3.1 Internal risks................................................................................................35 7.3.2 Environmental risks.....................................................................................35 8. Financing..................................................................................................................36 8.1 The situation.......................................................................................................36 8.2 The scenarios......................................................................................................36 8.3 The comparison..................................................................................................38 8.4 Break even point (Expected case)......................................................................38 8.5 The expected case scenario................................................................................39 9. Literature List...........................................................................................................40 10. Appendixes.............................................................................................................41 10.1 Planned Promotion budgets for different stages...............................................41 10.2 Management part..............................................................................................43 10.3 Survey...............................................................................................................44 3

Interfortuna S.C., Cleverpad

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with seven international managers at its headquarters in’s-Hertogenbosch (Netherlands). These questions are placed in the appendix.C surveyed 211 potential consumers.C. managers are mainly interested in satisfying their shareholder wants and also its private and business client’s needs by offering considered and well designed sales decisions and marketing actions. Interfortuna S.C..C managers are going to introduce its anti-slip "Cleverpad" chiefly in the Dutch market.C. is a deeply committed and forward-looking student company. Interfortuna S. Within a practice-oriented entrepreneur’s project of the AVANS Hogeschool in’sHertogenbosch. Thereby Interfortuna S. All the information you can find in this plan is by means of desk and field research. is supported by the non-profit organisation "Jong Ondernemen". mentors and tutors.C. This business plan consists of the following parts: • • • • • • • • Executive summary Product Management team Marketing & promotion Company infrastructure & organisation Achieving plans Risks Financial forecasts 5 . retailer of the innovative antislip "Cleverpad". Interfortuna S. established in 2008.. Introduction Interfortuna S.Interfortuna S. and also several accountants. Cleverpad 1.

there are rolls of anti-slipmats for sale at several home decor stores in the Netherlands.C. The Smartpad. Human Resource manager Roeland Kamerbeek. The anti-slip rolls are sold by the most home decor stores. In total. 5 cm (L*W) and it weighs 35 grams. The Cleverpad is mainly focused for in your car. Of them. airplane and in your home. The management team consists of General manager Jannes Kreis. like Action. In that way.. On the Dutch market. about 2900 own a car and belong to the target group. Marskramer. If you have problems with chaos of things flying from side to side. a special dashboard anti-slip matt and rolls of anti-slipmats. The promotion of the product will be done by handing out leaflets. our product cannot really be compared to the Cleverpad. Purchase manager An Do. However. SUV.and bicycle parts and accessories in the Netherlands. made a sales expectation of 250 Cleverpads.C. Executive Summary Interfortuna S. the product will be sold through both the direct distribution channel (like the company’s personal network. Finally. there are about 46. the Cleverpad solves this particular problem. internet and personal selling) and the indirect distribution channel (retail options).Interfortuna S. The Anti-slip rolls are a very general and easy accessible product. This due to the results of a survey held among the target group. The product will be sold for a price of 5 euros. It holds all your digital devices securely on any undergrounds without adhesives or sticky residue. hanging up posters. direct mails. In the region. these rolls are from a totally different kind as our product and can’t be compared to the Cleverpad. making and spread brochures. The Smartpad only sold through the internet. but not that easy accessible either. The product does not use any kind of adhesive or magnet. Marketing manager Inge Ruijs and PR manager Henry Kressmann. 6 . Furthermore. The team is built up from very motivated students that all have an incremental value to the team. Cleverpad 2. which are: The Smartpad.500 students. Financial manager Timo Goes. like bike/car stores. The size of the product is 14 cm x 8. This comes down to € 44 per person. The target group of the Cleverpad consists of students from 18-24 years old which live in Brabant. The dashboard mat is sold in speciality stores.-. which feels soft and flexible as a result of a wonderful non-slipping. Interfortuna S. The product is positioned as an exclusive ‘gadget’. This dashboard matt is sold as a way to organise your car and doesn’t look like our product at all. there are 3 products sold that can be compared to the Cleverpad. It has about the same product benefits and the same product appearance.C. especially for the dashboard of your car. Sales manager Marcel de Waal. The Cleverpad is an anti-slip pad you can be used in your car. train. The promotion budget is set at € 100. will sell the Cleverpad. is most like our product. The target group also consists companies related with cars. The Cleverpad will be sold on the market for car. it can be considered as a very specified product. boat. The Cleverpad offers a good working solution for all kind of organising problems to everyone! The product is of high quality and made of a special PVC material. In the Netherlands yearly € 719 million is spent in this market. This group will be about 50 companies. Hollands Handelshuis and Xenos. Furthermore. The Dashboard Mat is not as exclusive. free publicity and the internet.

Leadership risks. This comes down to a turnover of € 1. since the limitations in people and money.Risks caused by the supplier. Of course. These risks are kept in mind and can mostly be avoided by good communication and clear settlements. will sell 7 shares extra because there might be unforeseen costs.174. 7 . However. The critical path of the company consists of opening a bank account.32. In total there will be 49 shares.Risks caused by the global financial crisis .Interfortuna S. Cleverpad Interfortuna’s business system is the following: Recourcing & Developement Production Marketing Sales & Promotion Distribution Service From this business system. the production.57 per share).Incompetence and dishonesty of members of the management team . Financially. However Interfortuna S. The company will need a starting investment of € 822.C.27 and a net profit of € 126. Possible risks are: . the company comes across some risks while starting up.C. are very good. To reach this amount of money Interfortuna will need to sell 42 shares.64 (€ 2.. mainly caused by bad communication . most of the elements will be done by Interfortuna itself. The company expects to sell an amount of 250 Cleverpads.Abandonment of one of the members of the management team . purchasing the products and their arrival and distribution. the prospects of Interfortuna S. selling the shares. printing and distribution will be partly or totally outsourced.C.

3. SUV. it is possible to take it with you on vacation or to your work. The Cleverpad is the solution for these kinds of problems. The Cleverpad is a problem solving product.1. Lots of students travelling by train or they are going on vacation by airplane. it is reusable and when the Cleverpad gets dirty. you put it on the dashboard. It is handy and it is multi usable. You toss your cell phone. the Cleverpad solves this particular problem. No more trouble with finding your keys.1 The Cleverpad The type of product that we are going to sell is the ‘Cleverpad’. will explain what type of product it is etc.C. 5 cm (L*W) which is small. navigation etc. 8 . The Cleverpad leaves no residue. surveyed 211 potential consumers.C. you can wash it and it is like new. The Cleverpad can be used in these kinds of transportation. Therefore you have to research if there is a need for this product and you have to know the opinion of potential consumers.Interfortuna S. how the Cleverpad works. To be precise.C. The following questions will become clear: What type of product do you want to sell precisely? Which problems does the Cleverpad solve? What is innovative about the Cleverpad? How unique is the Cleverpad? Is the Cleverpad practical and achievable? Which consumer desires are fulfilled? 3. recognised the problem of chaos in their cars. Your pen. As a result of the survey.Interfortuna S. Interfortuna S. The size of the product is 14 cm x 8. by showing only a picture. Product Idea This chapter is about the Cleverpad. It holds all your digital devices securely on any undergrounds without adhesives or sticky residue. Cleverpad 3. cell phone or other small objects. that 81% of the consumers that were asked. on the Cleverpad and people will be surprised the products stay in one place. Started by pretending the Cleverpad is a brand new product. airplane and in your home. The product is of high quality and made of a special PVC material. Interfortuna S. mp3 player. The Cleverpad is mainly focused for in your car. This common problem is chaos in their cars.1 Problem-solving product As a company you want to be successful in selling a product. train. Turbulence is a common problem when you are travelling by airplane. They can’t imagine that magnetic or adhesive is not a material that is involved in producing this problem-solving product. It is a very practical product and easy to carry with if you want to use it in another place. If you have problems with chaos of things flying from side to side. People think it is quite impressive. keys. The Cleverpad is an anti-slip pad you can use for in your car. Out of the survey that has been held among 211 potential consumers came out that it solves a common problem for many car owners. can say. keys.C. because the Cleverpad contains a light weight of 35 gram.. boat. Beside the Cleverpad is mainly for in the car. The majority of the potential consumers never saw it before. which feels soft and flexible as a result of a wonderful non-slipping. music player and any other small objects falls of your table. glasses. The product does not use any kind of adhesive or magnet. The consumers saw it as a handy product.

com 9 . the backside contains a description about the product. mobile phone and pens on it. transports.1.2 Innovativeness and uniqueness The Cleverpad offers a new and high quality product. One of the core aspects of a successful venture is defining the unique benefit of the product. The product is made of special soft PVC plastic material.. At the back side. what the size of the product is. which feels soft and flexible making a wonderful non-slipping. Cleverpad The Cleverpad can assure you that these kinds of problems are history. what the Cleverpad really provides. Furthermore. the product is clearly visible by the transparent plastic. Red and yellow are the main colours. 3. the weight etc.C. Interfortuna S. That is why it is possible to offer the consumers a lower price. Now you have a standard place to put your keys. has to offer can be very helpful to distinguish from their competitors.C. marketing and remaining costs that are calculated in the sales price. Something unique.C. 20 an hour). if it is magnetic. This makes it for consumers attractive in a money way of aspect. Interfortuna S. the instructions are given how the Cleverpad exactly works and which objects you can put on the Cleverpad. By means of pictures you can easily follow the instructions.sourcingmap. or the so-called Unique Selling Proposition.C is a student company where the profit goes to the shareholders. (See the 2 images below) 1 The Cleverpad is packaged with plastic film and cardboard. What the product is made of. Interfortuna S. sells the Cleverpad for a reasonable low price in compare with the competitors. The package is decorated with warm colours. For the rest. At the front side of the package. the Cleverpad turns your desk in a well organized place.C.Interfortuna S. The package is functional – effectively contain and protect the contents. appears unique by a special packaging to the Cleverpad. because of the low wages (€0. Because of the colours it is eye-catching. 1 www. that Interfortuna S.

When you are going to travel by car. the Cleverpad is a very practical product. It matches nice with the majority of people’s car dashboards. Investigated where the consumers would use it.3 Practical and achievable As mentioned before.C. 81% of the people that were surveyed recognize the problem. 66. Due to this it is possible to convince the people that the product really is a product you need in your daily life.1.Interfortuna S. To achieve this objective Interfortuna S.. and more). Another important aspect is where the potential consumers assume that they can buy the Cleverpad. airplane. product presentations and well-designed advertisings (flyer. they want to know if they really need it and whether the product satisfies their desires and needs. The Cleverpad will be sold for a price of €4. is going to import the Cleverpad from wholesaler SourcingMap. Cleverpad 3. meetings. 3. The sales price will be €4.1. The majority of the potential consumer desires a sales price of about 5 euro. The consumers that will buy the Cleverpad desire that the product is functional.C. Subsequently the Cleverpad solves the problem of chaos in cars. boat. 250 Cleverpads is Interfortuna S. The expected scenario will be maintained. It is easy to carry with if you want to use it in another place. Out of the survey.C.C. It can be said that 88 out of 211 people were interested in buying the product for the price they quoted.C. is going to use direct distribution channels and indirect distribution channels. Black is the best colour for this product. Interfortuna S. You can take it with you and replace it whenever and wherever you want. situated in China. Therefore Interfortuna S. 7% expects that the Cleverpad will be sold on the Internet. has a good change to sell the product when maintaining this price. As a result of the survey. The internet is an important desire of consumers where you can buy the Cleverpad. Interfortuna S. potential consumers were asked for what price at a maximum they would buy the Cleverpad.C. 60% of the surveyed potential consumers prefer this product in black. is going to sell the product by good service which is personal selling word of mouth. internet. When potential consumers look at the product. The Cleverpad won’t let the consumers down.4 Consumer desires The key to successful marketing lies in fulfilling the consumers desires.99. leaflets. brochures. train etcetera. because it satisfies the desires of consumers. because the Cleverpad contains a light weight of 35 gram. Interfortuna S.’s objective. for what price would you buy the Cleverpad etc. does the product deliver true value to the consumer. One of our direct distribution channels is the Internet. 10 . You can find the direct and indirect distribution channels in the marketing part. newsletter. SUV.99. Finally the Cleverpad has a black colour. communicated with the potential consumers which problems or desires they want to be fulfilled. The more benefits the product has the less important price becomes. Our objective is to sell 250 or more Cleverpads to students in the first place and to businesses in the second place.C.

maintain high quality and service standards. social and economic benefits while protecting public health. They started in 2004 as a wholesale clearance centre for factories in Asia. doesn’t have to.SourcingMap. SourcingMap provides training programmes for employees in the manufacturing process. nor slavery is involved. etc. are a serious crime in China.11 Kwai Hei Street. welfare. no discrimination. SourcingMap is a legal and registered company in HongKong that complies with all rules they should follow.com 11 .2 Sustainable supplier These days it is important that products are made sustainable. Due to accept only certified factories onto the service. SourcingMap takes care of all interactions with factories – including order handling. and environment over their full commercial cycle. payments. Operation is now based in Hong Kong. No child labour. and demonstrate quick turnaround in shipping product.C. from the extraction of raw materials to final disposition. At the moment child labour. returns. Kwai Chung operates an e-commerce platform for manufacturers to sell their products directly to the world. claims.3 2 3 Danny Lu Supervisor of SourcingMap www. SourcingMap keep their eye on them so Interfortuna S. Sustainable products are those products providing environmental. – so we are saved the burden of dealing with hundreds of factories directly.C. High Fashion Centre. 2/F.Interfortuna S. uniform policies. warranties.. The CEO of SourcingMap even forbids employees from working overtime. Cleverpad 3. discrimination slavery etc. 2 The company doesn’t use hassles. SourcingMap located at Unit B. SourcingMap offers superior protection. 1 . China and the United States. ones that have sound businesses and finances. SourcingMap has been in business for more than 3 years and won good reputation all over the world.

It is my task to think about important facts in advance. Human Resource manager Jannes Kreis. An Do I studied for 5 months in France. Sales manager 4. who mostly worked on projects for fictive companies. Timo Goes I'm strong with figures compared to most of the other commercial economics students. Financial manager Roeland Kamerbeek.C. General manager / CEO Henry Kressmann. That's why I am the financial manager. Marketing manager Marcel de Waal. I learned a lot due to other group members. for example lots of theory and individual work. which makes me very social. Management team 4. PR manager Inge Ruijs. Each participant and the value he or she is adding to our team will be handled in the following part. Cleverpad 4. The functions are dived as followed: - - - - An Do.Interfortuna S. who were in a higher-level in speaking French.1 Team Our company exists of 7 employees. With my experience I can bring the group to a higher level and manage the processes where needed. I'm a calm person which will not lose his temper fast.2 Incremental value team members In every company every employee has an incremental value for the total team. that all have their own working field and their own tasks. Jannes Kreis As a student of Business Engineering I am used to look at every issue from different point of views and to have an overview. Furthermore they maintained a other structure. Roeland Kamerbeek I have a lot of experience in working on a project. That's why I am an excellent teamplayer since i can speak with everyone and i am willing to listen to others. Thirdly I also look forward and i am not staying in the past. to bring a structure in everything and to keep an overview. My value is that I gained experience in a foreign country project. This fact helps me to strike an arrangement in case of different opinions. Purchase manager Timo Goes. Comparing to the other group members. An obliged element was participating in a project. 12 . to cope with the daily risks a company is faced with.. especially for real companies. Moreover I have to ensure that our company is on the right track and the next necessary steps are made. This will keep the progress up.

Or at least not without a fight. or when trying to convince people of something I stand for. Spain.C.Interfortuna S. my knowledge in case of entrepreneurship because of my previous business studies in Berlin and language (Spanish. Cleverpad Henry Kressmann Concerning the incremental value as group member I can say that I – as its Promotion/PR manager . That’s why I chosen to be the sales manager of Interfortuna S. A strong point of me is that I am a team player. Most of the time I am positive person. website/blog). I will always try my hardest to get my way.. 13 . English) and cultural skills which I have gained through residences for many weeks/month abroad (in Germany. Furthermore am I patiently.C. I always want to give people interest and listen very carefully to them. This has its impact on my work and my motivation. my ability to convince others about my ideas and the Cleverpad can come in handy.can increment value thanks to my creative skills (graphical. Since our company will do a lot of personal selling. the Netherlands and Turkey). reliable and determined. German. Inge Ruijs As a person. I am always trying to get the best results. but also on my ability to convince others. communication skills regarding communication mix. Dutch. because he has to manage contacts in the best possible way by convincing and listening.. In discussions. France. I am not someone to give up easily. Marcel de Waal As an IBL-student I am very commercial minded.

Cleverpad 4. Market research capicities through market research in England Roeland Kamerbeek • Study Commercial Economics (First 2 years). Wagner & Co.3 Business related experience and skills An Do • Study International Business and Languages. • German Advanced Vocational Certificate of Education in Economics. • Demonstrated ability to adapt to different situations.Interfortuna S. • Study Small Business and retail management. a very “can-do” attitude. …). Jannes Kreis • Study Industrial engineering. • PR and CR skills gained through an internship in an international hotel in Spain. IHK. • Active member of the youth parliament mainly in East Germany for 4 years. • Studied in Germany for 4 months. Berlin . Henry Kressmann • Degree as office executive (state approved. • Voluntary job as swimming instructor for children from 10 – 15 years old. • Studied in France for 5 months. 14 . • Adaptable to multicultural environments. • 3 years trumpet teacher (social and communication skills). • Graduated for study International Wholesale (MBO). • Work experience:3 Years Edeka supermarket (retail experience).. • • • • Timo Goes Study Commercial Economics. Retail experience through working at Media Markt. • Internships at bank. financials. Solartechnik (wholesaler of solar products). Inge Ruijs • Study Commercial Economics. Heraeus (made a market research). Marcel de Waal • Study International Business and languages. • Internship at an insurance intermediary.C. • Retail experience through sales job at Van Woensel. • Studies in International Business and Languages (AVANS Hogeschool). • Internship at a fashion company ‘’ Villa Happ’’ for six months.Germany). Leading capicities through leading at Coopcodis. gained through experiences abroad. • Editorial intern at a national German lifestyle magazine in Berlin for 6 month. • Retail and managerial experience trough part-time team leader job at Albert Heijn. • Supporting family’s company (in all required questions like promotion.

C. by working together in the right way. to work hard. Off course there are also some skills and experiences missing.Interfortuna S..C.4 Missing skills and experience This subject we have to divide in two different themes. Some of us already started a fictive company in other projects they followed. due to this project. • Experience in sales for having an own small business in selling plants (in the past). why they want to let it succeed. because of the different educations we follow. put a lot of effort in it and make a success of Interfortuna S. Because you also have to sell shares to strange people. They make the difference for us between a normal group and an excellent group! • 15 . There are skills that every group member is missing. but we think we can cope with this missing parts. this is an important missing skill and experience. Are the members of the team capable of starting up a successful business? We think that our team can be successful for many reasons. Another reason are the skills and experiences that are already present by one or more of the group members. the group part and the individual part. but that is not comparable. That is an important reason for all of us. At last there is the incremental value that every group member has to offer to the group. is the process of selling shares. Group We all miss the experience of starting up a real company. 4. But there are also skills and experiences that only individual members of the group are missing. capabilities and competences can make us stronger as a group and company. Cleverpad Internship at a wholesaler ‘’ Lankhaar Techniek’’ which sells exclusive garden and park machines for six months. Cooperation is a key word to our group. These skills. Another experience none of the group members has. The last thing everybody wants to improve are his or her English writing and oral skills. • Experience in sales as a representative for Lankhaar Techniek. Everybody has his own objectives. We are all very motivated to let the company succeed. With these skills and experiences we are capable of making the right mix of competences that our company needs.

because I know I will benefit from it later in my career. ‘Cleverpad’. It is really a problem solving product that satisfies the needs of potential consumers. Cleverpad 4. Selling shares is another task that is realistic in real business companies. So therefore this is already a big change. I do not want to disappoint them and my family. Because this degree leads me to success! Timo Goes. I’m willing to put a lot of effort in it.Interfortuna S. This is my first student company project. where mistakes can be made and where it is not a disaster.C. Because I think it is a wonderful product. without success in this project that will be impossible so that's another point which motivates me. and when I believe in something I will definitely be extra motivated.5 Motivation per team member An Do. I want it to succeed. Beside the fact that it is a project and not a professional business. Other group members have to work harder and overtime to complete the tasks that are undone and insufficient. You work with real money now from people that you know and don't know so that's an extra motivation to make it work. They are the one that really suffers from the fact that I won’t do my task correct and on time. We had 100% responsibility to choose our product. I want to show that I am a good student who is working hard and serious for his bachelor degree. Purchase manager My motivation for the company and project to succeed is that I stand 100% behind the product. 16 . As a result. Furthermore I don’t want to let my other group members down. Thirdly I really think this product can work. My passion for excellence makes that realistic. I want to do it perfect. I am learning a lot of it. Financial manager This project is actually the first time we have a real company. I already convinced people that buying shares from us will give you a reasonable profit when we liquidate. That is no teamwork. Each member has to sell 7/8 shares and minimum 4 shares to strangers. last year. But those were not real. This kind of problem has happened me before. Since I don't want to fail them. Secondly I want to graduate this year. For instance we have made some project in which we had to make a company.. I’m willing to learn and gain experience.

Another important reason is that I think its stands good on your CV.. I think I can learn a lot from this project and the running of a starting. It is my target to reach as much as possible with my group. To my mind to will help me a lot for my personal carrier. that I will put in good effort in the project and company. but not the least motivation for me is the learning process. Human Resource manager My motivation for the company and the project to succeed is that I really want finish my education this year. And therefore it’s very important to let this project and company succeed. but I think this is only possible if I take it serious. because I already got in insight in project work and learned how to organise meetings. Especially with my education ‘Small Business and Retail Management. student company. PR manager By the help of this project. but I know that it is very important for my group members. I like this way of study because it is so in step with actual practice. The last. to accomplish firm’s requisitions for job applicants or even to start up my own business anytime. Therefore I want to put a lot of effort in the project. Because of these facts everything is really exciting for me. The main reason is to gain this knowledge is to be prepared my future work. Furthermore it is the first time that the whole communication is in English. Because that don’t fits to my personality.C. or better said. but we do not have this that often in Germany. For Dutch students it is quite common. is successful. I want to make use of all these new experiences. Henry Kressmann. before I can go on with my final internship. discuss and to give and get feedback. They rely on the fact. so I want to give my best to learn out of it and help the other to finish their studies. That is my first main important reason. when you successfully completed this project and your student company. 17 .Interfortuna S. Cleverpad Roeland Kamerbeek. General manager / CEO For me as an exchange student it is the first time that I am part of such a big project. because for discussions it is essential to have fluent English. The third reason is the cooperation of shareholders and group members. Jannes Kreis. be chairman.C. Maybe my home university will not give credits to me for this project. I’d like to gain both theoretical and practical knowledge to support and strengthening of my previous knowledge concerning followed courses at the AVANS Hogeschool within my IBL studies. For me it is furthermore the best chance to improve my language skills. To show that I am able to work effective in a team I want that Interfortuna S. And I don’t want to let them down.

I will try even harder to succeed. who offer us help. I was very exited when I hear that we will start up a real business as a project. Being the sales manager of Interfortuna s. tutor. I do not want to let them down and do not want them to feel like they have invested time into a failing project/company. because in the future I also want to start up an own business. it will give me more motivation to sell as much Cleverpad’s as we can. I am always very interested in selling products. which is why I chose to sum up the most important reasons to me: 1: Graduation Of course. Marketing manager There are several reasons why I want to let the company and the project succeed. this is probably my main motivation to let the company and the project succeed. accountant and other people involved Finally. 6: Our Group mentor. The quality of our reports for the company are very good and we all stand behind the product which we are going to sell. 18 . is also an other motivation for me. 2: Faith in the product Furthermore.c. 4: My Group members Next to the above mentioned motivations. Sales manager My motivation for succeeding the company and project is that I am very interested in starting up a business. this company and project is still a school subject and I need to make this work in order to pass this course and be able to go on my final internship. Marcel de Waal. Cleverpad Inge Ruijs. answer our questions and invest time in us. Some of them more important than other. That’s why I want to put a lot of effort into this project and learn a lot of being an entrepreneur. This is very important for me. The reason why this company is going to be a huge success is the simple fact that we have found a great product that can be handy for a lot of people.c. Me wanting to help all those people is another motivation why this company is going to be a success. Since I want to pass the course and graduate this year.c.Interfortuna S. I also have a lot of faith in the product. the other people who do not support us with money but with knowledge. For me it is a motivation to work with all of them. When I fail. will succeed by selling the Cleverpad. I would hate it to tell my family and closest friends that I lost their money and betrayed their trust in me. Interfortuna s. I will not fail alone. I am convinced that Interfortuna s. 3: Personality I’m the kind of person who does not give up easily and will do everything possible to reach her goals. counts seven member in it’s company. For being convinced about the product. my group members are also a motivation for me to let the company and the project succeed.C. are a motivation for me to succeed. 5: The Shareholders The shareholders are another group of people that give me an extra motivation to make sure our company and project does not fail.. but my group members will fail as well. Quitting is not a word in my vocabulary and that is another reason why I am motivated to let the company and the project succeed. Since I do not want to be responsible for that.

and bicycle parts and accessories in the Netherlands. 5. like bike/car stores. The people that are looking for things that come in handy for in their car and that won’t want to spend too much money on these kinds of products. The Smartpad is not sold through retail. The anti-slip rolls are sold by the most home decor stores. containers. There can be different competitors named in this form of competition. Looking at this form. The dashboard mat is sold in speciality stores. Looking at the main product benefit. The first level consist of direct competition. This level includes every product which performs the same function as our product. is most like our product. In general. depending which product benefit you take. Hollands Handelshuis and Xenos. In the Netherlands yearly € 719 million is spent in this market. The next form is subsitute or indirect competition. The second product is a special dashboard anti-slip matt. This matt is sold as a way to organise your car and doesn’t look like our product at all. Cleverpad 5. Finally. there can be made a division of three levels of competition. For example a supplier or producer of draws.1. which is also the most narrow form of competition. there are 3 products sold that can be compared to our product: The first one.2 Competitors Levels of Competition Despite being an innovative product and brand. the product will face some competition in the market.Interfortuna S.. rather than on our product.1. there are rolls of anti-slipmats for sale at several home decor stores in the Netherlands. In that way. The broadest form of competition is the budget competition. Marskramer. the organisation of your home/car. there are different competitors. the Cleverpad can be placed in the segment for car accessories. Next to that are the consumers that are spending a lot of money on car accessories. This form includes every product or service on which the consumer might want to spend their money. When looking at the division of the market into subgroups. This competition consists of various types with the accompanying competitors. 19 . It has about the same product benefits and the same product appearance. This comes down to € 44 per person. where products which are close substitutes for one another compete. They buy the products just because they need them or because they come in handy. Marketing 5. in comparisment to the earlier mentioned group. these rolls are from a totally different kind as our product and can’t be compared to the Cleverpad.C. baskets or whatever. the Smartpad. The distribution channel this competitor uses is the internet. In this segment there are 2 different groups.1 The Market and competition 5.1 Market size and growth The market that the Cleverpad is in is the market for car. They buy these kinds of products out of luxury or hobby and not primarly because they need them. our product cannot really be compared to the Cleverpad. On the Dutch market. every other product or service on the market is an potential competitor for our product. like Action. However. This due to the fact that an euro can only be spend once.

Cleverpad Positioning of the Competitors The positioning figure of the available anti-slip mats for use in cars/homes has been made looking at the primary buying motives of consumers. but not that easy accessible either. Anti-slip rolls The Anti-slip rolls are a very general and easy accessible product. Its Unique Selling Point is that it is an exclusive gadget for all kinds of situations. in the eyes of the customers. since it is ‘only’ sold for use in you car. are the following: The Smartpad The SmartPad is positioned as an exclusive ‘gadget’.Interfortuna S. The Unique Selling Point of the Antislip rolls is that they can be used on various locations for various purposes.> Easy Accessible The position the competitors take in the figure. It can be used on various location and for various purposes.C. Dashboard Mat The Dashboard Mat is not as exclusive. In those motives.> General Exclusive < ---. the following contradictions could be distinguished.. especially for the dashboard of your car. The Unique Selling Point of the Dashboard Mat is that it is specially designed for the dashboard of a car. Specified < ---. it can be considered as a very specified product. 20 . Furthermore.

2 Target Market 5. can offer those companies to personalize our Cleverpad by printing companies name and/or logo on it. This can be stand alone garages. Because the product is not expensive. but they will be important customers. B2B environment The secondary target group will be companies related with cars. petrol stations and car accessory stores. because the product is mainly a car product. Breda and Den Bosch. so there won’t be a problem.2..2. The companies can for instance give our product away as free publicity. This makes our target group 2900 students. personal selling will be used to convince companies. Interfortuna S. However.Interfortuna S. Breda and Den Bosch. Since the Cleverpad is a very general product and everybody can use it. Cleverpad 5. Interfortuna S. They will not be targeted that much through promotion.C. These companies are also settled in Brabant in the cities Tilburg. The main focus will be put on the cities Tilburg. Since the expectations for this target group are limited it will not be put much promotion budget in this target group. students are financially healthy enough to buy the Cleverpad. The cities have been chosen because there are living many students. decided to sell it also to people older than 24 years old.500 students.C. It’s also a pre if the student has a driving license and/or a car. However other students might also be interested for example to the product away as a gift.C. mainly through the personal network.1 Target Groups Students at the age of 18-24 years The primary target group is the students from 18-24 years old which live in Brabant. 21 .2 Size of Target Group Students at the age of 18-24 years The students on which we aim mainly study on the schools mentioned below • • • • • • • Internationale HS – 6500 students Stoas Hogeschool – 1000 students HAS Den Bosch Den Bosch – 1500 students Fontys – 10000 students Avans Hogeschool – 19000 students Hogeschool TIO – 1500 students Koning Willem 1 – 7000 students This makes a total of 46. or for when they drive in the car from mom and dad. 5. Now how many students have a car? About 1 out of 16 students has his own car.

.C. the following: The Cleverpad offers a good working solution for all kind of organising problems to everyone! The Cleverpad is positioned by the functional positioning type. Results show that there are customers that are interested in buying a less exclusive kind of product which is more general than the Dashboard mat and the Smartpad. Interfortuna S.V. but more specific than the Anti-slip rolls.C. decided to do a survey in which other parts of the figure are potential customers. wants to send to their clients is.3 Positioning Positioning in the figure After carefully studying the positions taken by the competitors in the figure mentioned before.’. home or any other place. They have less relations in foreign countries and perhaps aren’t excited about international business. Moreover there will not be enough time to focus on more. Our company can take the risks for them. 22 .C. Potential clients are for example ‘ Autobedrijf Stef Spierings’ or ‘ Bandenbedrijf Van Esch B. Furthermore big companies will have their own distribution points. This way it is possible to get some customers.C.2. Cleverpad B2B environment In the B2B environment the focus will be mainly put on standalone companies. has no chance against big companies and wholesalers. It is thought that they can be better contacted and it is easier to negotiate with them as with big chains. because they will make other prices. might stand a chance against stand alone small companies because of the possibility to offer personal service. That position can be illustrated in the figure: Proposition The message Interfortuna S. 5. It solves the problem of chaos in your car.C. However it is thought Interfortuna S.Interfortuna S. simply put. That is because of the fact that Interfortuna S. This group will be about 50 companies.

Only 56. Interfortuna S.C. Cleverpad 5. This gives an amount of 1209 products. Looking at the survey results. So this makes an estimation of 682 products.C.4% of the people accepts a sales price of around 5 euros.7% of the people questioned are willing to buy the product.4 Sales expectation As mentioned before. 23 . the best case scenario is set at approximately 500 products. Since there can be some unseen factors making people not buy the product when confronted.2. has a target group of 2900 people. 41. However not everyone who is willing to buy our product will expect the same sales price..Interfortuna S. However since lack of time and reliability of these figures Interfortuna makes an expected sales estimation of 250 products.

99€. this is not relevant.3. Furthermore. the company wants to sell the products immediately. This means that the company wants to penetrate the market quickly with a ‘low’ price. 14.3. which is all about getting the highest possible return. As a result of the survey. the product can be sold as a standard product for each target group. This fact is really helpful for Interfortuna. 34.2 Price Acceptable price The shown graphic is a result of the survey that was held among 211 randomly picked individuals.C.C. since it gives information about the price that can be asked for the Cleverpad. For the consumer target group. Finally.C. because the company realises it is really hard to sell lot of products for a high price in such a short period of time.. There is however a special adjustment possible. Pricing Strategy Interfortuna S. 5. for example put in a special package. Due to that.99 €. Cleverpad 5. has a penetration pricing strategy. It can be used on various locations and for various purposes.1 Product The Cleverpad is a general product that meets different kind of customer needs. Any adjustments to meet special needs of a target group are not necessary at the moment. This shows that it is maybe possible to get an even higher price in some cases if the Cleverpad is. The Cleverpad will be sold for a price of 5 Euro.Interfortuna S. For the Business-to-business target group the possibility to print a company logo on the Cleverpad could be an interesting additional value for the product. has a good change to sell the product when maintaining this price. As can bee seen. Furthermore. the price is a reaction to the positioning of a non-exclusive product. This strategy is chosen over the skimming strategy.2 % would even pay 6 till 7.3 Marketing Strategy 5. 24 . There is no time to promote a lot of brand awareness or to get people slowly interested in the product.1% do not want to spend more than 2 till 3. It shows that Interfortuna S. most people see a price of about 5 Euro as an ideal price for the Cleverpad.

The main benefit of that option is that fact that the company is close to their consumer and can convince them easily. wants to sell their product through their personal network. The indirect distribution channel Next to the direct distribution channel. This is an important distribution channel for the company. Through the blog.C. Friends. family. Some of the stores that are being considers are: o Petrol stations o Car dealership o Gift stores o Junk stores o Trade fairs 25 .3. The stores that will be mainly used are stand alone stores. Avans and other. shopping centres. since it is easier for us into their shells. their friends and other network options are going to be used to sell the Cleverpad. The second use of the direct distribution channel is the personal selling part. Interfortuna mostly wants to locate their distribution in the region ‘s-Hertogenbosch/Brabant. the indirect distribution channel is also going to be used. the harder selling is going to become. The last direct distribution channel that is going to be used is the internet. the company will use the retail to get their products to the consumers.C. the company thinks it is one of the best options to sell. wants to sell their Cleverpad through both the direct and the indirect distribution channel. Cleverpad 5. email or hyves we are going to confront our consumers with our offer and make it able to buy our product directly. This option is used as an extra channel and not as a main one.3 Place Interfortuna S. The advantages of using this channel is that it the selling will cost us less time. since it is ideal to demonstrate the product personally and convince the consumers. The company is planning on selling the product on locations as markets. The direct distribution channel The direct distribution channel is going to be used on several occasions. Geographically. However. The personal selling is also going to be used for the Business to Business target group.C.. In this channel. The main distribution channel for our product will be the personal selling and the retail. Interfortuna S. The disadvantage is that it is a time-consuming way of selling.Interfortuna S. however the convincing of the customer is not in our hand and the retailer will demand a part of the profit for himself. The disadvantage of this option is that the network will dry out and the further the company gets from the main network. Firstly. This is mainly because of the marketing input this option demands and the competition that is present on the internet.

know. During this stage sales team will be pleased to inform clients about all the important characteristics of the product and demonstrate them that the Cleverpad could be a very beneficial and valuable addition to their car and/or home. or that they will be "ripped off" or "conned" by Interfortuna.. to launch its product “Cleverpad” mainly into the Dutch market. For example during Interfortuna’s sales action. to promote a particular image or view of the company. Attention Attention will be achieved by being different from our competitors and evoking the clients’ senses. IFSC’s marketing department need to be clear about whether they want a small number of high-volume clients. To clarify what response Interfortuna wants from its customer and what they want the customer to think.4 Promotion Preferred results Interfortuna’s marketing department wants to raise awareness of its products and services and the company.C. How customers could use it.hanging around the sales point . Interfortuna’s products are better than the others. a bit simple. 26 . spoiled. to make people want to try its instead of the competitors. stupid for not having used Interfortuna’s product all this time.3. keys. seller will create its selling point with some Cleverpads with different items on it -such as mobile phones. Customers know who they are. IFSC’s marketing department defined the following THINK Interfortuna is honest. Interfortuna needs to keep this in mind while promoting and selling its products. Sales Strategy Interfortuna’s sales strategy will be based on the AIDA model. sunglasses. to encourage brand loyalty and therefore repeat business. FEEL To gain customers interest and make them to buy. Therefore IFSC’s marketing department worked out its AIDAS definition. guiding its sales department and especially guiding the potential customer through all the four stages. Cleverpad 5. what after/pre-sales service to expect. Interfortuna is competent. the benefits of it. feel and do in response to its promotional activity. or lots of customers buying just 1 or 2 items at a time and also they need to know what stage of AIDAS model its promotion is aimed.Interfortuna S. Interfortuna’s Cleverpad is an answer to customer’s prayers! KNOW Enough details about the Cleverpad. DO What the customer does not want to feel is lazy. Regarding this. where to get it. to increase sales in the same or new group of customers. IFSC’s marketing department wants customers eager to try the features of the Cleverpad right at the selling point. Interest After having potential clients’ attention we IFSC’s sales manager are able to catch clients’ interest for the Cleverpad.

also because its managers are very interested in the satisfaction of their customers and are seeking for long-term business relationships.Interfortuna S. Posters To reach especially Interfortuna’s primary target group and to gain acquaintance. Brochures Interfortuna’s brochures will spread out at its second target group autowerkerijn in its point of sale and within Interfortuna’s sales action. The main promotion actions Interfortuna S. maybe especially over the price. tram and metro because its target group travels mainly by bus. 5. its marketing department decided to publish and hang posters especially in busses. Leaflets Interfortuna is going to use leaflets with brief firm and compact product information which include Interfortuna’s AIDA model.3. but also national and international by using the internet to advertise. This results in a win/win situation he owns a Cleverpad and Interfortuna’s sales managers are giving once again a reason for its existence. Brochures will include a brief firm. Action At this stage the potential customer comes to the conclusion that the Cleverpad fit perfectly his needs and so he or she sees no other solution than purchasing it from Interfortuna. The potential client needs to figure out if its desire could become true by calculating if it would be a good investment. is going to the use make up the promotions/communications mix are: Advertising Because of the cost intense concerning offline and/or online advertising. compact product and service information. 27 .5 The Communications Mix Specific description of how where and when Interfortuna’s marketing department decided to promote its products and services through promotion actions mainly in Noord-Brabant. Leaflets will spread out in households’ postboxes and within Interfortuna’s sales action.C.C. for a financial ruin already in its introduction stage. Interfortuna is going to present its firm and products at different places. Interfortuna’s marketing department decided to shift this form of promotion actions to a later moment until the grow stage is reached and the company earned the required budget for those actions. Konig Wilhelm College. Satisfaction Of course after the successful deal Interfortuna S. because now he or she already has a desire to own the Cleverpad. Marketing and promotion managers decided this to protect Interfortuna S. such as AVANS Hogeschool.C.C. Cleverpad Desire During this stage the interested customer might still have some detailed questions. will still offer a high standard of service. tram and metro to school/university.. and market square in Den Bosch and selling points of IFSC’s secondary target group.

IFSC’s marketing and promotion managers will mail info directly to target customers. pay attention to packaging.interfortuna-s-c. become part of local community activities (selling point on market square). Cleverpad Internet Interfortuna is using an online blog (www. Promotion Budget The required budget for promotion actions is calculated as followed: Introduction Stage: Promotion action Brochures Leaflets Poster Direct Mail Hyves Blog Word of mouth Total costs price per item or week 0.00 0. of the next promotion campaign. product and services.60 € As you can see.com) to inform and gain potential customers about its firm profile. because most of this group is using this communication platform.65 0.span etc.Interfortuna S. give customers incentive to bring new customers e. If for example. special discounts. main objective was to achieve sales of 250 pieces of its Cleverpad. there is an online firm profile at the Dutch chat room “hyves” (www.00 € 25. Measuring and Analysing Results It is important to measure in some way the effectiveness of Interfortunas promotion campaign. Furthermore.g.25 0. Direct Mail & E-mail Effective for creating awareness and interest for Interfortuna’s target audience. If the objective was to create awareness. Another positive aspect is that it’s extremely cheap or even for free.00 0. To get people to tell others about Interfortuna.00 € 42.00 € 0. team up with other local businesses and pass customers between through both. Measuring and analysing the outcome of the promotion campaign will help in the development of Interfortuna’s future campaigns. it may involve further research and actually asking people whether they have heard of the Cleverpad.blogspot.interfortuna-sc. its manager must: give excellent service and produce good quality.60 € 0.00 € € € € € € € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.00 € 0. IFSC’s managers can measure whether or not this objective was achieved. give customers something to pass onto friends such as business cards.00 € 92.hyves. This should be done against its objective. It may be that marketing department needs to change the medium used or the time .00 € 0. 28 . telling them about its company and what they have to offer Word of Mouth Effective medium for creating interest and desire for Interfortuna’s products and services.25 10. the growth and decline stage of the Cleverpad’s product life cycle requires the most promotional costs.C.00 0.net) to gain company’s first target group..

C. Press Release To get highest intention.Interfortuna S. also from the press.. Cleverpad The promotion action “offline advertising” is in the growth stage is calculated because Interfortuna’s marketing department wants to increase its sales and degree of familiarly. Suitable Time Span Interfortuna’s marketing department will start its promotion campaign in the product introduction stage which will be within first month (end of November – end of December). Advertising and other promotion actions in the decline stage are calculated because IFSC’s marketing and promotion managers want to recall its product and service in customers mind. especially before sales action at its selling point at the AVANS Hogeschool. 29 . Interfortuna’s marketing department will get in contact and inform with them by sending press releases. following its further promotion actions in the other stages. Interfortuna’s PR management will inform company’s share holder of the current stages of its Cleverpad life cycle.

The manufacture SourcingMap will produce the Cleverpad.Interfortuna S. Sales and Promotion In-house only promotion products like flyers will be outsourced. Human Resource Marketing Sales Promotion / PR Financial Purchase 30 .Marketing. Cleverpad 6. not every business activity can be done by itself. Customers can also choose for a logo print on the Cleverpad.Production In-house Outsourced by manufacture ‘SourcingMap’ in China and logo printing is done by a printing company.Service In-House Make or Buy: Make: The following core business activities will be done by Interfortuna itself: Buy: Because Interfortuna only counts seven member. That’s why several business activities will be done by third parties.1 Interfortuna’s business system Recourcing & Developement Production Marketing Sales & Promotion Distribution Service . . The Cleverpad will be transported from China by plane and if it arrives in The Netherlands.Research & Development .C. Business system and organization 6.. . Therefore a specialized printing company will be printing logo’s on the Cleverpad. a transport company will deliver the Cleverpad to Interfortuna.Distribution Outsourced (Transport from China) .

Interfortuna S.2.. Cleverpad 6.C. ensures activities are geared to one another • Supervises the development of the corporate plan • Organises and chairs the various meetings • Makes departments uphold agreements and facilitates interdepartmental cooperation • Is ultimately responsible for drawing up the business plan and annual report Human Resource manager: • Mediator • Conducts job appraisals • Coordinates changes in position 31 .1 Tasks and responsibilities of personal General Manager: • Manages the whole student company and internal communication.2 Structure of the organisation General Manager Jannes Kreis Human Resource Roeland Kamerbeek Finance Timo Goes Sales Marcel de Waal Marketing Inge Ruijs Promotion / PR Henry Kressman Purchase An Do 6.

the production department has little to do. and overview of employer cost payments) and submits them to the Finance department 32 . if the sales department is extremely busy and. overall condition per period. on the other hand..Interfortuna S. Cleverpad • Watches over the internal personal communication • Manages the entrepreneurs’ motivation • Manages conflicts • Keeps an eye on the workload of the various departments Example.C. the HR department can propose to move production employees temporarily to sales • Draws up the wage scales and calculates the net salaries • Maintains the wage records (pay-rolls.

flyers etcetera Ensures use of house-style Designs company letter paper and business cards Is responsible for setting up a stall during trade fairs etc Responsible for the content of the website and blog Purchase manager: • • • • • • • Is responsible for the timely arrival of goods/supplies Researches the purchase of raw materials Carries out research into suppliers Looks for suppliers who are sufficiently qualified Manages contacts with suppliers Draws up proposal requests and contracts Sees to it that contracts are upheld by suppliers 33 ..C.Interfortuna S. • Drawing up general terms • Product sales Promotion / PR manager: • • • • • • • Responsible for internal commercial communication Responsible for external communication Designing a house style. logo. the annual figures and the liquidation form approved • Draws up the financial chapter of the six monthly and annual report • Discusses the monthly results during the student company’s meetings • Pays the shareholders • Assesses the financial side of a product/sales activity before decisions are made Marketing and sales manager: • Implementation of the marketing plan. Cleverpad Financial manager: • Decides the cost price of the product • Supports the marketing and sales department in deciding the selling price • Keeps the books using the on-line accounting software • Is in control of cash • Makes payments • Makes appointments with the accountant to have the six-monthly figures. folders.

34 .C. Realization schedule Since Interfortuna S. already took different milestones as the market research and you can see the results in other parts of this document that is why they will not be explained again. Suddenly additional work comes up. For every event there is date or at least a week in with it has to be done.11. 16:00 o’clock Week 2 Week 3 Week 3 Week 3 Since you read this schedule you will confirm that everything is well planned. That means purchase. Interfortuna S. They define the way of communicating and behaviour within the company.11. because if one step is missing it is not possible to go on with the next one. For example it takes longer to purchase the product then accepted. That is why the schedule is already the critical path.09.. The best way to keep important facts and millstones in mind is to make a schedule. Interfortuna will personally sell the Cleverpad and do all additional things to achieve this.08 Week 46 Week 47 Week 49 16. brochures and logos on the Cleverpad.08. It is crucial that everyone follows this rules. promotion and selling will be made. otherwise the company can run out of time.08 07. has to handle with a limited amount of time it is crucial to have a well organised time management.11.1 Schedule/planning Milestone Open bank account Hand in Business Plan Sell all required shares Purchase product Start selling the Cleverpad Initial shareholder meeting Hand in Final Report Finial shareholder meeting Pay shareholders Close bank account Liquidation Responsible persons Timo. Some milestone can be handled parallel other must be achieved sequential.01. The schedule starts right now. This can only be influenced through professional time management and thinking in advance. Cleverpad 7. 16:00 o’clock 07. what means that the goals and millstones can not be achieved. The strategy must be clear to every involved party and it is important to control if all actions are in time. To avoid misunderstandings and failures regular meetings will be held. Roeland Jannes Whole team An Whole team Henry Jannes Henry Timo Timo Whole team Deadline 07.C. It can happen. That secures that everyone is able to say what he or she thinks and huge decision are discussed before they are made. posters. that processes that are made outside take more time than expected.C. Someone can get sick and is as a result no more available for the group. The company is to small and the amount of time to short to outsource parts besides printing of flyers.2 Obstacles At the beginning Interfortuna fixed same basic rules. 7. Because Interfortuna has staff that is specialised on the different important company areas like for example marketing or finance responsibilities are clear. 7.Interfortuna S.

has to administer a good communication within the group.1 Internal risks First of all leadership risks can occur.C. unreasonable or punitive taxation and restrictions on free exchange of currencies should not be a huge risk since the business is only working for a few moths. because everything is controlled and structured and operational decisions are made by the group In fact all team members are students at an advanced level. Since maybe not everyone is that experienced in its position additional meetings with professional will be held.. That is why business risks are important to monitor.3 Risks To reduce risks it is helpful to think about all decisions thoroughly. are aware about them. has to cope with the following risks. It is elementary that everyone can say what he or she wants and means.2 Environmental risks Since there actually is a financial crisis a lot of things can change.C. Problems like these are called personal and human resource risk.3.Interfortuna S.C. Competition can be very strong.C. the tutor and Mr. A major risk is created by poor communication. This will furthermore help to avoid operational risks. Another problem could be that a key member of staff leaves but since the project is only for one semester this should properly not happen. But not every case can be planned. because many companies have to secure that they keep there turnover and stuff and even to stay existing at the market.3. 7. To avoid this Interfortuna S. They are dived in internal and environmental risks. the mentor to secure that the company is on the right track. Cleverpad 7. 35 . therefore Interfortuna S. In case the supplier gets in trouble and can not deliver additional anti slip mats there is still contact to other potential suppliers to secure that enough products are available. 7. Wilms. can ask for regular feedback from Mrs. will not have a problem with incompetence and dishonesty should not be a danger as well. This will be guarantied through meetings and discussions. Nohan. Interfortuna S. as a result Interfortuna S.C. so there danger is reduced. all these risks have to be kept in mind and the managers of Interfortuna S. So called political risks as restrictions imposed on free trade. Nevertheless.C.

Cleverpad 8. In the worst case Interfortuna S.C.40 per employee 7 € 198..00 € 178.) Labour costs Hours Weeks Hour wage Total wage costs without taxes.80 € 100.C. Therefore you can see different profit margins in the scenario’s. However Interfortuna S.C. So in the worst case scenario for example Interfortuna S. can spread the fixed costs over more products in the expected and best case scenario.C. the expected case 250 Cleverpads and in the best case Interfortuna S.C. Within the scenario’s Interfortuna S. will sell 500 Cleverpads. These costs are fixed within all three scenario’s. A worst case scenario. 8.C.C.C. Based on the results of our market research there are made 3 figures. has to keep our sales price between 4 and 6 euro’s to sell enough products.C.C. Therefore our cost price per product is lower in the expected and best case scenario. in financial ways? How is the sales price calculated? How much investment capital is required and where does it come from? When will Interfortuna S. an expected scenario and a best case scenario.52 € 30. print ect.C.Interfortuna S. will sell 100 Cleverpads. will sell 100 Cleverpads.20 € 20.2 The scenarios In the worst case Interfortuna S. has kept this price in mind. Our market research has also shown that Interfortuna S.C. Financing In this chapter there will be information about the financial aspects of Interfortuna S. make profit for their shareholders? 8. Total wage costs with taxes 42% Ammount of employees Total wage costs per week per 10 employee 10 € 0. is satisfied with a lesser margin to keep our price in the right range. The following questions will be answered: What can be expected from Interfortuna S. Fixed costs Marketing costs Transport costs Remaining costs (coffee.1 The situation Within this chapter there will be three scenario’s.00 36 .00 per employee € 28. But let’s first have a look at the fixed costs. reach their break-even point? Can Interfortuna S. The conclusions will be based on the expected case scenario.

67 23% € 24.VAT Tax rate Net profit € 1.29 27. importcosts Labour costs per product Transport costs per product Marketing costs per product Remaining costs per product Costprice Profit margin Sales price without VAT Sales price with VAT Money needed to start Share price Ammount of shares needed Shares per person to sell 100 pieces € 1.247.67 19% € 226.99 € 1.14 23% € 174.38 € 0.26 € 0.00 € 0.00 41 6 Turnover VAT Profit before taxes .Interfortuna S.33 19% € 31. VAT.40 € 0.99 € 822.12 € 3.21 37 .33 5% € 6.26 € 1.5% € 4.91 € 633.00 32 5 Turnover VAT Profit before taxes .. Cleverpad The worst case scenario gives the following figures: Worst case Purchase price incl.32 € 20.13 € 199.VAT Tax rate Net profit Profit per share € 791.77 € 126.65 € 7.32 € 20.80 € 0. VAT.C.79 € 1.35 The expected case scenario gives the following figures Expected case Purchase price incl.71 € 0. importcosts Labour costs per product Transport costs per product Marketing costs per product Remaining costs per product Costprice Profit margin Sales price without VAT Sales price with VAT Money needed to start Share price Ammount of shares needed Shares per person to sell 250 pieces € 1.30 € 6.19 € 4.

36 € 0.99 =) 165 products.22/€4..C. So Interfortuna need to sell more. Lower costs per product can make it possible to grab a higher profit margin and gives room for possible negotiation. 8.14 8. When you look to expected case scenario. The best case scenario gives more room for profit.06 € 1. Therefore it’s necessary to look for economies of scale.4 Break even point (Expected case) Break even point will be reached when costs are the same as receipts. 38 .137.Interfortuna S.26 € 0.24 The best case scenario gives the following figures: Best case scenario Purchase price incl.40 € 0. Cleverpad Profit per share € 4. importcosts Labour costs per product Transport costs per product Marketing costs per product Remaining costs per product Costprice Profit margin Sales price without VAT Sales price with VAT 500 pieces € 1.12 19% € 568. A price which our customers won’t pay.66 23% € 437.32 € 20.00 57 8 Money needed to start Share price Ammount of shares needed Shares per person to sell Turnover VAT Profit before taxes . VAT. This point will be reached when Interfortuna sells (€822.06 € 2.27 50% € 3.41 € 4.70 € 324.VAT Tax rate Net profit Profit per share € 2.87 € 7. you can see that the sales price is lower and within the price range of the price which consumers are willing to pay.3 The comparison In the worst case scenario it’s hard to make any profit since the cost price is very high.030. Interfortuna also makes more profit. for example when looking to the B2B environment.20 € 0.

14 of these shares will be bought by the employees (2 each) because they really believe in their company. So in total there will be 49 shares. This should generate a net profit of (€126. This is 3 times more! 39 .. When a person places his money on the bank he/she would receive 4% interest at a maximum. This gives Interfortuna an extra foot behind the door. This means the remaining 28 shares need to be sold to shareholders. However each member will sell 7 shares extra because there might be unforeseen costs. When investing in Infortuna this same person receives 17.22.Interfortuna S. To reach this amount of money Interfortuna will need to sell 42 shares.5 The expected case scenario So what will happen with Interfortuna? To start up the company. Interfortuna will need €822.55 per share.34/49) of €3.75% interest. Cleverpad 8.C.

2005.fontys. 4th edition. Switzerland. 4th edition. Principes of Marketing. 1998.C. Cleverpad 9.php http://www.ilocal. a decision orientated approach.nl 40 . ISBN number 0273706780 http://www.cbs. Literature List McKinsey & Company..Interfortuna S.nl/stoas_com/897414796b97a3275d302f586ecca3c9.nhtv. S. 1st edition.. Armstrong. Pearson Education. Starting up.stoas. 2007. Inc.. G.kvk.nl/ http://www. ISBN number 909011748-2 Kotler.nl/ http://www.nl http://www.hasdenbosch. Global Marketing.nl/ http://www. ISBN number 9043010715 Hollensen.nl http://www..avans.nl http://www. McKinsey & Company. P. Pearson Educated Limited.

60 € 0.00 € 25.60 € 0.00 0.00 0.Interfortuna S.60 € 0.00 0.00 € 92. Cleverpad 10.00 € 0.00 0.60 € Growth stage: Promotion action offline advertising Brochures Leaflets Poster Direct Mail Hyves Blog Word of mouth Total costs Maturity stage Promotion action Brochures Leaflets Poster Direct Mail Hyves Blog Word of mouth Total costs price per item or week 0.25 10.25 0.60 € 41 .00 € 92.00 € 42.1 Planned Promotion budgets for different stages Introduction Stage: Promotion action Brochures Leaflets Poster Direct Mail Hyves Blog Word of mouth Total costs price per item or week 0.25 0.25 0.00 € 0.00 0.25 10.00 € 42.70 0.00 € € € € € € € € quantity 4 weeks 100 100 4 weeks n/a n/a n/a n/a total costs 506.00 € 25.00 € 0.00 € 0.00 0.00 € 25.00 € 0.00 0.00 € 0. Appendixes 10.00 € 0.00 0.00 € 0.65 0..C.00 € 0.00 0.00 € € € € € € € price per item or week 156.00 € 599.00 € 42.65 0.65 0.80 € 25.40 € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.00 € € € € € € € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.25 10.

25 0.2599. Cleverpad Decline stage price per item or week 156.00 0.00 € .60 € 0.500.C.2.80 € 25.00 € 0.00 € 1.00 € .25 10.00 0.00 € 1599.00 € 42.000.40 € 250.00 € 0.00 € 0.000.Interfortuna S.00 € 25..70 0.00 € 42 .00 € 0.65 0.40 € .00 € € € € € € € Promotion action offline advertising Brochures Leaflets Poster Direct Mail Hyves Blog other promotional actions Word of mouth Total costs quantity 4 weeks 100 100 4 weeks n/a n/a n/a 4 weeks n/a total costs 506.

strategic decisions are necessary that concern the organizations long term mission and the way the organisation presents itself to the international an external environment. To do this. It directs the activities of lower management and translates the strategic decisions of top management. what means that it is positioned at the point where the interests of all layers of the organization cross.Interfortuna S. 43 .. Front-line management and operational employees Front-line managers act at the operations level. But to give a view of the general activities there is a small summary given of every level of management. They are directly responsible that the work is carried out by other operational employees. Operational staffs have to concentrate on achieving the specified level of production or service. All group members are at the beginning equal in their rights and have the same responsibilities. Cleverpad 10. because they coach and have management authority over them. As a result there are different styles of leadership.2 Management part General To lead an enterprise or to manage a team is never a universal process. People that work in this part of the management are the key players in keeping the company in action and production. Top or senior Management The task of top management in the organization is to give content to the relationships between the organization and the market and the wider social environment in such a way that the continued existence of the organization is secured. One elementary point is the size of the enterprise.C. the middle management can make detailed organizational and operational decisions. Middle management Because the top management can not handle all activities of the organization. For our company each member of the team has to cope with all the tasks the three levels of management contain. It depends on a lot of facts. how decisions can be made most effective. what means to put the plans into the daily execution of tasks. Middle management is the connection of the top and the bottom. This is because our company is too small to have different employees for each level of management. The must stay in contact with the higher management and translate solutions into terms of operational assignments and tasks.

is a practice-oriented student company. We would very appreciate it. if you would cooperate on a short survey and answering some simple questions.e. Would you buy the product for this price? o Yes o No o Maybe 8. Which colour would u prefer for this product? o Black o Blue o Trendy colours 44 . o Yes o No If your answer is yes go on with question 2. Where you o o o used this product or where do you use it now? In the car At home (household) Other places 4. 2. keys. Cleverpad 10. introducing an anti-slip pad.Do you know this product? (Sample or pictures is shown). cell phones. called “Cleverpad”. sunglasses. Do you recognize the problem of chaos in your car when everything flies around? For example when u take a turn to fast? o Yes o No 5. If your answer is no.Have you ever used this product? Yes = Question 3 No = question 4 o Yes o No 3..C. How much would you pay for this product at a maximum? o 0-2 euro o o o o 2-4 euro 4-6 euro 6-8 euro more than 8 euro 7. go on with question 4 + explanation of the product.C . All your information will be hold classified and will only be used for our investigation. Where do possible.Interfortuna S.3 Survey Survey Interfortuna S. Questions: 1. o o o o you expect to be able to buy this product? More answers Car accessories shop Gift shop Internet Other 6. for many kinds of things i.… in the Dutch market.

C.. Cleverpad Other o 45 .Interfortuna S.

Gender: o o of the following age groups do you belong to? < 18 18 – 24 25 – 34 35 – 44 45 – 50 > 50 Male Woman Thank you for your cooperation! 46 .Interfortuna S. Cleverpad 9. What’s your profession? o Student o Employee o Freelancer 10.C. What’s your status? o Single o Partnership o Married o Engaged 11. To which o o o o o o 12..

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