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

2

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

4

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

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

Of course. The critical path of the company consists of opening a bank account.C. purchasing the products and their arrival and distribution. This comes down to a turnover of € 1. However.Risks caused by the supplier.Incompetence and dishonesty of members of the management team . 7 .Leadership risks. Financially.C. In total there will be 49 shares.C. the company comes across some risks while starting up. mainly caused by bad communication . To reach this amount of money Interfortuna will need to sell 42 shares. printing and distribution will be partly or totally outsourced. since the limitations in people and money. Possible risks are: .Abandonment of one of the members of the management team . will sell 7 shares extra because there might be unforeseen costs. the prospects of Interfortuna S.. selling the shares.174. Cleverpad Interfortuna’s business system is the following: Recourcing & Developement Production Marketing Sales & Promotion Distribution Service From this business system.Risks caused by the global financial crisis . These risks are kept in mind and can mostly be avoided by good communication and clear settlements. The company expects to sell an amount of 250 Cleverpads.57 per share). The company will need a starting investment of € 822.64 (€ 2. However Interfortuna S.Interfortuna S. most of the elements will be done by Interfortuna itself. the production.27 and a net profit of € 126.32. are very good.

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

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

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

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

. I'm a calm person which will not lose his temper fast.C. Purchase manager Timo Goes.Interfortuna S. to bring a structure in everything and to keep an overview. Comparing to the other group members. This will keep the progress up. My value is that I gained experience in a foreign country project. Furthermore they maintained a other structure. An Do I studied for 5 months in France. which makes me very social. especially for real companies. With my experience I can bring the group to a higher level and manage the processes where needed.2 Incremental value team members In every company every employee has an incremental value for the total team. Financial manager Roeland Kamerbeek. who mostly worked on projects for fictive companies. Thirdly I also look forward and i am not staying in the past. Each participant and the value he or she is adding to our team will be handled in the following part. Marketing manager Marcel de Waal. Timo Goes I'm strong with figures compared to most of the other commercial economics students. That's why I am the financial manager. Management team 4.1 Team Our company exists of 7 employees. I learned a lot due to other group members. An obliged element was participating in a project. That's why I am an excellent teamplayer since i can speak with everyone and i am willing to listen to others. to cope with the daily risks a company is faced with. Human Resource manager Jannes Kreis. PR manager Inge Ruijs. that all have their own working field and their own tasks. 12 . for example lots of theory and individual work. 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. It is my task to think about important facts in advance. who were in a higher-level in speaking French. Cleverpad 4. This fact helps me to strike an arrangement in case of different opinions. General manager / CEO Henry Kressmann. Roeland Kamerbeek I have a lot of experience in working on a project. Sales manager 4. The functions are dived as followed: - - - - An Do. Moreover I have to ensure that our company is on the right track and the next necessary steps are made.

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

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

They make the difference for us between a normal group and an excellent group! • 15 . Cleverpad Internship at a wholesaler ‘’ Lankhaar Techniek’’ which sells exclusive garden and park machines for six months. Another reason are the skills and experiences that are already present by one or more of the group members. by working together in the right way. Are the members of the team capable of starting up a successful business? We think that our team can be successful for many reasons. due to this project. With these skills and experiences we are capable of making the right mix of competences that our company needs. because of the different educations we follow. Another experience none of the group members has. • Experience in sales as a representative for Lankhaar Techniek. The last thing everybody wants to improve are his or her English writing and oral skills. but we think we can cope with this missing parts. why they want to let it succeed. There are skills that every group member is missing. But there are also skills and experiences that only individual members of the group are missing. Cooperation is a key word to our group. Some of us already started a fictive company in other projects they followed. is the process of selling shares. the group part and the individual part.. At last there is the incremental value that every group member has to offer to the group.C. put a lot of effort in it and make a success of Interfortuna S.C. capabilities and competences can make us stronger as a group and company. These skills. Group We all miss the experience of starting up a real company. • Experience in sales for having an own small business in selling plants (in the past). Everybody has his own objectives. this is an important missing skill and experience. Off course there are also some skills and experiences missing. but that is not comparable. to work hard.Interfortuna S. Because you also have to sell shares to strange people. We are all very motivated to let the company succeed. That is an important reason for all of us. 4.4 Missing skills and experience This subject we have to divide in two different themes.

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

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

counts seven member in it’s company. When I fail. Cleverpad Inge Ruijs.c. Since I do not want to be responsible for that.C.c. 18 . Since I want to pass the course and graduate this year. I am convinced that Interfortuna s. Marketing manager There are several reasons why I want to let the company and the project succeed. This is very important for me. I will try even harder to succeed. I will not fail alone. which is why I chose to sum up the most important reasons to me: 1: Graduation Of course. 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. answer our questions and invest time in us. 2: Faith in the product Furthermore. For me it is a motivation to work with all of them. The quality of our reports for the company are very good and we all stand behind the product which we are going to sell. 4: My Group members Next to the above mentioned motivations. Marcel de Waal. is also an other motivation for me. That’s why I want to put a lot of effort into this project and learn a lot of being an entrepreneur. 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. I also have a lot of faith in the product. 3: Personality I’m the kind of person who does not give up easily and will do everything possible to reach her goals. I am always very interested in selling products. Some of them more important than other.. I was very exited when I hear that we will start up a real business as a project.Interfortuna S. my group members are also a motivation for me to let the company and the project succeed. it will give me more motivation to sell as much Cleverpad’s as we can. 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. Me wanting to help all those people is another motivation why this company is going to be a success. this is probably my main motivation to let the company and the project succeed. who offer us help. For being convinced about the product. tutor. Interfortuna s. 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. the other people who do not support us with money but with knowledge. are a motivation for me to succeed. accountant and other people involved Finally. 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. 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. Being the sales manager of Interfortuna s. Sales manager My motivation for succeeding the company and project is that I am very interested in starting up a business. but my group members will fail as well. 6: Our Group mentor.

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

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

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

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

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

For the consumer target group. 24 . the price is a reaction to the positioning of a non-exclusive product. This fact is really helpful for Interfortuna. Pricing Strategy Interfortuna S.. 34. because the company realises it is really hard to sell lot of products for a high price in such a short period of time.1 Product The Cleverpad is a general product that meets different kind of customer needs. As a result of the survey. There is however a special adjustment possible. has a good change to sell the product when maintaining this price.Interfortuna S. most people see a price of about 5 Euro as an ideal price for the Cleverpad. The Cleverpad will be sold for a price of 5 Euro. It can be used on various locations and for various purposes. this is not relevant.2 % would even pay 6 till 7.3.C.99 €. the company wants to sell the products immediately. since it gives information about the price that can be asked for the Cleverpad. Finally. Furthermore. has a penetration pricing strategy.C.2 Price Acceptable price The shown graphic is a result of the survey that was held among 211 randomly picked individuals. This shows that it is maybe possible to get an even higher price in some cases if the Cleverpad is. 14. which is all about getting the highest possible return.1% do not want to spend more than 2 till 3. It shows that Interfortuna S. There is no time to promote a lot of brand awareness or to get people slowly interested in the product.3. Due to that. 5.3 Marketing Strategy 5. Any adjustments to meet special needs of a target group are not necessary at the moment.C. This means that the company wants to penetrate the market quickly with a ‘low’ price. for example put in a special package. Furthermore. As can bee seen.99€. 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. Cleverpad 5. the product can be sold as a standard product for each target group. This strategy is chosen over the skimming strategy.

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

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

Brochures will include a brief firm. for a financial ruin already in its introduction stage. because now he or she already has a desire to own the Cleverpad. maybe especially over the price. Leaflets Interfortuna is going to use leaflets with brief firm and compact product information which include Interfortuna’s AIDA model. also because its managers are very interested in the satisfaction of their customers and are seeking for long-term business relationships.3. 27 . 5. is going to the use make up the promotions/communications mix are: Advertising Because of the cost intense concerning offline and/or online advertising. its marketing department decided to publish and hang posters especially in busses. Marketing and promotion managers decided this to protect Interfortuna S.C.C. but also national and international by using the internet to advertise. such as AVANS Hogeschool. Brochures Interfortuna’s brochures will spread out at its second target group autowerkerijn in its point of sale and within Interfortuna’s sales action.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. The main promotion actions Interfortuna S. compact product and service information. Interfortuna is going to present its firm and products at different places. Konig Wilhelm College. and market square in Den Bosch and selling points of IFSC’s secondary target group. 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.C. Leaflets will spread out in households’ postboxes and within Interfortuna’s sales action.. 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. Satisfaction Of course after the successful deal Interfortuna S.Interfortuna S. will still offer a high standard of service. Cleverpad Desire During this stage the interested customer might still have some detailed questions. 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. tram and metro because its target group travels mainly by bus.C. The potential client needs to figure out if its desire could become true by calculating if it would be a good investment. Posters To reach especially Interfortuna’s primary target group and to gain acquaintance. tram and metro to school/university.

it may involve further research and actually asking people whether they have heard of the Cleverpad. give customers incentive to bring new customers e.00 € 0. IFSC’s marketing and promotion managers will mail info directly to target customers.C. If for example. To get people to tell others about Interfortuna. there is an online firm profile at the Dutch chat room “hyves” (www. It may be that marketing department needs to change the medium used or the time .00 € 92. of the next promotion campaign. 28 . the growth and decline stage of the Cleverpad’s product life cycle requires the most promotional costs. If the objective was to create awareness. Another positive aspect is that it’s extremely cheap or even for free.Interfortuna S.com) to inform and gain potential customers about its firm profile.hyves. its manager must: give excellent service and produce good quality.60 € 0.span etc. product and services.65 0.00 € 25. 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. give customers something to pass onto friends such as business cards. Measuring and analysing the outcome of the promotion campaign will help in the development of Interfortuna’s future campaigns. Direct Mail & E-mail Effective for creating awareness and interest for Interfortuna’s target audience.00 € 0. become part of local community activities (selling point on market square).00 € € € € € € € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.net) to gain company’s first target group.interfortuna-sc.00 € 0. Furthermore.00 0.00 0. This should be done against its objective.00 0. team up with other local businesses and pass customers between through both. main objective was to achieve sales of 250 pieces of its Cleverpad.00 € 42..interfortuna-s-c. because most of this group is using this communication platform. 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. pay attention to packaging.g. IFSC’s managers can measure whether or not this objective was achieved.25 0.60 € As you can see. Measuring and Analysing Results It is important to measure in some way the effectiveness of Interfortunas promotion campaign. Cleverpad Internet Interfortuna is using an online blog (www.25 10.blogspot. special discounts.

especially before sales action at its selling point at the AVANS Hogeschool. 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. Press Release To get highest intention. 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.Interfortuna S. 29 .. Interfortuna’s PR management will inform company’s share holder of the current stages of its Cleverpad life cycle. 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. 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).C. also from the press.

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

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 6.2. 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 .C.Interfortuna S. Cleverpad 6..1 Tasks and responsibilities of personal General Manager: • Manages the whole student company and internal communication.

the production department has little to do.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. 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.C.. and overview of employer cost payments) and submits them to the Finance department 32 . on the other hand. overall condition per period. if the sales department is extremely busy and.

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 . • Drawing up general terms • Product sales Promotion / PR manager: • • • • • • • Responsible for internal commercial communication Responsible for external communication Designing a house style. folders.C. 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. 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. logo.Interfortuna S..

Interfortuna S. brochures and logos on the Cleverpad. For example it takes longer to purchase the product then accepted. 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. posters. Cleverpad 7.01.1 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. The strategy must be clear to every involved party and it is important to control if all actions are in time.11. To avoid misunderstandings and failures regular meetings will be held.08 Week 46 Week 47 Week 49 16. That secures that everyone is able to say what he or she thinks and huge decision are discussed before they are made. That means purchase. 34 .2 Obstacles At the beginning Interfortuna fixed same basic rules. Suddenly additional work comes up. This can only be influenced through professional time management and thinking in advance.. Some milestone can be handled parallel other must be achieved sequential. It can happen. has to handle with a limited amount of time it is crucial to have a well organised time management. Interfortuna will personally sell the Cleverpad and do all additional things to achieve this. that processes that are made outside take more time than expected. For every event there is date or at least a week in with it has to be done. It is crucial that everyone follows this rules.09. Someone can get sick and is as a result no more available for the group.11. what means that the goals and millstones can not be achieved.08 07. That is why the schedule is already the critical path. The company is to small and the amount of time to short to outsource parts besides printing of flyers. Because Interfortuna has staff that is specialised on the different important company areas like for example marketing or finance responsibilities are clear. promotion and selling will be made.C. Roeland Jannes Whole team An Whole team Henry Jannes Henry Timo Timo Whole team Deadline 07. Interfortuna S.C. because if one step is missing it is not possible to go on with the next one. The schedule starts right now. 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. 7.11. Realization schedule Since Interfortuna S. otherwise the company can run out of time. They define the way of communicating and behaviour within the company.08. 7. The best way to keep important facts and millstones in mind is to make a schedule.C. 16:00 o’clock 07.

35 . 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. 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. has to cope with the following risks. They are dived in internal and environmental risks. But not every case can be planned.C.3. Problems like these are called personal and human resource risk. 7. because many companies have to secure that they keep there turnover and stuff and even to stay existing at the market.C. Interfortuna S. 7. 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.1 Internal risks First of all leadership risks can occur. This will furthermore help to avoid operational risks. A major risk is created by poor communication. will not have a problem with incompetence and dishonesty should not be a danger as well.3 Risks To reduce risks it is helpful to think about all decisions thoroughly. therefore Interfortuna S. the tutor and Mr..Interfortuna S. Wilms. all these risks have to be kept in mind and the managers of Interfortuna S. Cleverpad 7. has to administer a good communication within the group. Competition can be very strong. Nevertheless.C. as a result Interfortuna S.3.C. so there danger is reduced. This will be guarantied through meetings and discussions. Since maybe not everyone is that experienced in its position additional meetings with professional will be held.C. So called political risks as restrictions imposed on free trade. Nohan. 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. are aware about them. To avoid this Interfortuna S. That is why business risks are important to monitor.C. the mentor to secure that the company is on the right track. can ask for regular feedback from Mrs. 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.

In the worst case Interfortuna S. will sell 500 Cleverpads.C.. Therefore our cost price per product is lower in the expected and best case scenario.) Labour costs Hours Weeks Hour wage Total wage costs without taxes.2 The scenarios In the worst case Interfortuna S. has kept this price in mind. But let’s first have a look at the fixed costs.00 per employee € 28. 8. A worst case scenario.00 € 178. Cleverpad 8. Therefore you can see different profit margins in the scenario’s. Fixed costs Marketing costs Transport costs Remaining costs (coffee.C. the expected case 250 Cleverpads and in the best case Interfortuna S.C. will sell 100 Cleverpads. reach their break-even point? Can Interfortuna S. The following questions will be answered: What can be expected from Interfortuna S. Based on the results of our market research there are made 3 figures. can spread the fixed costs over more products in the expected and best case scenario. has to keep our sales price between 4 and 6 euro’s to sell enough products.80 € 100. 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. Within the scenario’s Interfortuna S.40 per employee 7 € 198. However Interfortuna S. Our market research has also shown that Interfortuna S.1 The situation Within this chapter there will be three scenario’s.20 € 20.C. Total wage costs with taxes 42% Ammount of employees Total wage costs per week per 10 employee 10 € 0.C. an expected scenario and a best case scenario.C. make profit for their shareholders? 8.C.52 € 30.C.C.Interfortuna S. So in the worst case scenario for example Interfortuna S.00 36 . The conclusions will be based on the expected case scenario. is satisfied with a lesser margin to keep our price in the right range.C. will sell 100 Cleverpads.C. Financing In this chapter there will be information about the financial aspects of Interfortuna S. These costs are fixed within all three scenario’s.C. print ect.

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 € 1.13 € 199.247. 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 € 1.67 19% € 226..91 € 633.VAT Tax rate Net profit Profit per share € 791.00 41 6 Turnover VAT Profit before taxes .C.38 € 0.79 € 1.12 € 3.35 The expected case scenario gives the following figures Expected case Purchase price incl.77 € 126. VAT.14 23% € 174.21 37 .19 € 4.5% € 4.65 € 7.99 € 1. VAT.Interfortuna S.30 € 6.26 € 1.67 23% € 24.VAT Tax rate Net profit € 1.33 19% € 31.99 € 822.00 32 5 Turnover VAT Profit before taxes .32 € 20.33 5% € 6.00 € 0.32 € 20.40 € 0. Cleverpad The worst case scenario gives the following figures: Worst case Purchase price incl.29 27.26 € 0.80 € 0.71 € 0.

VAT Tax rate Net profit Profit per share € 2. This point will be reached when Interfortuna sells (€822.030.Interfortuna S. When you look to expected case scenario.C.40 € 0. A price which our customers won’t pay.14 8. So Interfortuna need to sell more.32 € 20.36 € 0.20 € 0.06 € 1.99 =) 165 products.137. 38 .. 8.00 57 8 Money needed to start Share price Ammount of shares needed Shares per person to sell Turnover VAT Profit before taxes .27 50% € 3. 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% € 568.3 The comparison In the worst case scenario it’s hard to make any profit since the cost price is very high. Cleverpad Profit per share € 4.41 € 4. Therefore it’s necessary to look for economies of scale. Interfortuna also makes more profit.24 The best case scenario gives the following figures: Best case scenario Purchase price incl. VAT.4 Break even point (Expected case) Break even point will be reached when costs are the same as receipts.22/€4.70 € 324. Lower costs per product can make it possible to grab a higher profit margin and gives room for possible negotiation. for example when looking to the B2B environment. The best case scenario gives more room for profit. you can see that the sales price is lower and within the price range of the price which consumers are willing to pay.06 € 2.66 23% € 437.26 € 0.87 € 7.

22. However each member will sell 7 shares extra because there might be unforeseen costs.55 per share. This should generate a net profit of (€126.5 The expected case scenario So what will happen with Interfortuna? To start up the company. 14 of these shares will be bought by the employees (2 each) because they really believe in their company.34/49) of €3.C.Interfortuna S.. Interfortuna will need €822.75% interest. This means the remaining 28 shares need to be sold to shareholders. To reach this amount of money Interfortuna will need to sell 42 shares. Cleverpad 8. When investing in Infortuna this same person receives 17. This gives Interfortuna an extra foot behind the door. This is 3 times more! 39 . When a person places his money on the bank he/she would receive 4% interest at a maximum. So in total there will be 49 shares.

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

00 € 42.00 0.00 € € € € € € € price per item or week 156.00 0.00 0.00 0.40 € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.60 € 0.00 € 0. Cleverpad 10.00 € 42..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 0.00 € 42.00 € € € € € € € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.Interfortuna S.60 € 41 .00 € 92.00 0.25 10.00 € 25.00 0.25 0.25 10.60 € 0.65 0.00 € 0.00 0.60 € 0.25 0.80 € 25.00 € 0.00 € 0.70 0.00 € € € € € € € € quantity 4 weeks 100 100 4 weeks n/a n/a n/a n/a total costs 506.00 € 25.00 € 0. Appendixes 10.00 € 92.25 10.1 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 0.00 € 25.25 0.00 0.65 0.00 0.00 € 0.C.65 0.00 € 599.00 € 0.00 € 0.

00 € .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 506.00 € 0.Interfortuna S.C.60 € 0.25 10. Cleverpad Decline stage price per item or week 156.00 € 1599.00 € .25 0.00 € 42.00 € 0.40 € .00 0..2.00 € 0.000.000.500.00 € 25.2599.65 0.40 € 250.00 € 1.00 0.00 € 0.00 € 42 .80 € 25.70 0.

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

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.Do you know this product? (Sample or pictures is shown).Interfortuna S. Where do possible. cell phones. All your information will be hold classified and will only be used for our investigation. keys. Questions: 1. Cleverpad 10. sunglasses. if you would cooperate on a short survey and answering some simple questions.e. If your answer is no.… in the Dutch market. introducing an anti-slip pad.C. Where you o o o used this product or where do you use it now? In the car At home (household) Other places 4.Have you ever used this product? Yes = Question 3 No = question 4 o Yes o No 3.. 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 5.3 Survey Survey Interfortuna S. o o o o you expect to be able to buy this product? More answers Car accessories shop Gift shop Internet Other 6.is a practice-oriented student company. for many kinds of things i. We would very appreciate it. Which colour would u prefer for this product? o Black o Blue o Trendy colours 44 .C . 2. called “Cleverpad”. o Yes o No If your answer is yes go on with question 2. Would you buy the product for this price? o Yes o No o Maybe 8. go on with question 4 + explanation of the product.

Interfortuna S. Cleverpad Other o 45 ..C.

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 . Cleverpad 9.Interfortuna S. To which o o o o o o 12. What’s your profession? o Student o Employee o Freelancer 10. What’s your status? o Single o Partnership o Married o Engaged 11..C.

Sign up to vote on this title
UsefulNot useful