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

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

since the limitations in people and money.Abandonment of one of the members of the management team .64 (€ 2. These risks are kept in mind and can mostly be avoided by good communication and clear settlements. Financially. will sell 7 shares extra because there might be unforeseen costs..Interfortuna S. purchasing the products and their arrival and distribution.Risks caused by the supplier. Possible risks are: . The company expects to sell an amount of 250 Cleverpads. selling the shares.C.27 and a net profit of € 126.174. This comes down to a turnover of € 1.Risks caused by the global financial crisis . The critical path of the company consists of opening a bank account.32. 7 . most of the elements will be done by Interfortuna itself.Leadership risks. are very good. However Interfortuna S. Cleverpad Interfortuna’s business system is the following: Recourcing & Developement Production Marketing Sales & Promotion Distribution Service From this business system. Of course.C.C. the company comes across some risks while starting up. the production. To reach this amount of money Interfortuna will need to sell 42 shares. the prospects of Interfortuna S.Incompetence and dishonesty of members of the management team . The company will need a starting investment of € 822. In total there will be 49 shares. mainly caused by bad communication . However. printing and distribution will be partly or totally outsourced.57 per share).

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

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

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

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

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

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

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

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

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

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

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

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

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

petrol stations and car accessory stores.. or for when they drive in the car from mom and dad.C. Because the product is not expensive. However.C. but they will be important customers. students are financially healthy enough to buy the Cleverpad. can offer those companies to personalize our Cleverpad by printing companies name and/or logo on it. The cities have been chosen because there are living many students. It’s also a pre if the student has a driving license and/or a car. B2B environment The secondary target group will be companies related with cars. so there won’t be a problem. Cleverpad 5. Interfortuna S.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. This can be stand alone garages. The companies can for instance give our product away as free publicity.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.2 Target Market 5. personal selling will be used to convince companies. Now how many students have a car? About 1 out of 16 students has his own car. 5.500 students.Interfortuna S. 21 .2. Breda and Den Bosch. However other students might also be interested for example to the product away as a gift. mainly through the personal network. Since the Cleverpad is a very general product and everybody can use it. decided to sell it also to people older than 24 years old. They will not be targeted that much through promotion. This makes our target group 2900 students. These companies are also settled in Brabant in the cities Tilburg.2. The main focus will be put on the cities Tilburg. Interfortuna S.C. Since the expectations for this target group are limited it will not be put much promotion budget in this target group. because the product is mainly a car product. Breda and Den Bosch.

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

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

This means that the company wants to penetrate the market quickly with a ‘low’ price. For the consumer target group. the company wants to sell the products immediately.C. 24 . 5. There is however a special adjustment possible. 34. for example put in a special package. 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. As a result of the survey. 14.C. It can be used on various locations and for various purposes.2 % would even pay 6 till 7. Finally. since it gives information about the price that can be asked for the Cleverpad.C. This fact is really helpful for Interfortuna. Furthermore. has a good change to sell the product when maintaining this price.99€..99 €.1% do not want to spend more than 2 till 3.2 Price Acceptable price The shown graphic is a result of the survey that was held among 211 randomly picked individuals. Due to that.1 Product The Cleverpad is a general product that meets different kind of customer needs. which is all about getting the highest possible return. this is not relevant. because the company realises it is really hard to sell lot of products for a high price in such a short period of time. Cleverpad 5. most people see a price of about 5 Euro as an ideal price for the Cleverpad. This strategy is chosen over the skimming strategy.3. The Cleverpad will be sold for a price of 5 Euro.3. has a penetration pricing strategy. the price is a reaction to the positioning of a non-exclusive product.3 Marketing Strategy 5. Any adjustments to meet special needs of a target group are not necessary at the moment.Interfortuna S. the product can be sold as a standard product for each target group. Pricing Strategy Interfortuna S. It shows that Interfortuna S. This shows that it is maybe possible to get an even higher price in some cases if the Cleverpad is. Furthermore. There is no time to promote a lot of brand awareness or to get people slowly interested in the product. As can bee seen.

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

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. DO What the customer does not want to feel is lazy. Interfortuna’s Cleverpad is an answer to customer’s prayers! KNOW Enough details about the Cleverpad. seller will create its selling point with some Cleverpads with different items on it -such as mobile phones. IFSC’s marketing department defined the following THINK Interfortuna is honest. a bit simple. guiding its sales department and especially guiding the potential customer through all the four stages. keys. to encourage brand loyalty and therefore repeat business.Interfortuna S.hanging around the sales point . 26 . 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. sunglasses. Interfortuna is competent. to make people want to try its instead of the competitors. How customers could use it. to promote a particular image or view of the company. know.C. to increase sales in the same or new group of customers. Cleverpad 5. Interfortuna’s products are better than the others. where to get it. Interest After having potential clients’ attention we IFSC’s sales manager are able to catch clients’ interest for the Cleverpad. Regarding this. what after/pre-sales service to expect. To clarify what response Interfortuna wants from its customer and what they want the customer to think. stupid for not having used Interfortuna’s product all this time.3.4 Promotion Preferred results Interfortuna’s marketing department wants to raise awareness of its products and services and the company. to launch its product “Cleverpad” mainly into the Dutch market. spoiled. FEEL To gain customers interest and make them to buy. Customers know who they are. or that they will be "ripped off" or "conned" by Interfortuna. Interfortuna needs to keep this in mind while promoting and selling its products. Attention Attention will be achieved by being different from our competitors and evoking the clients’ senses. IFSC’s marketing department wants customers eager to try the features of the Cleverpad right at the selling point. Sales Strategy Interfortuna’s sales strategy will be based on the AIDA model. Therefore IFSC’s marketing department worked out its AIDAS definition. For example during Interfortuna’s sales action. IFSC’s marketing department need to be clear about whether they want a small number of high-volume clients.. the benefits of it.

maybe especially over the price. Interfortuna is going to present its firm and products at different places. and market square in Den Bosch and selling points of IFSC’s secondary target group. Cleverpad Desire During this stage the interested customer might still have some detailed questions..C. Leaflets Interfortuna is going to use leaflets with brief firm and compact product information which include Interfortuna’s AIDA model.C. its marketing department decided to publish and hang posters especially in busses. Posters To reach especially Interfortuna’s primary target group and to gain acquaintance. 5.5 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. Brochures will include a brief firm. Brochures Interfortuna’s brochures will spread out at its second target group autowerkerijn in its point of sale and within Interfortuna’s sales action. will still offer a high standard of service. but also national and international by using the internet to advertise.Interfortuna S. also because its managers are very interested in the satisfaction of their customers and are seeking for long-term business relationships. such as AVANS Hogeschool. tram and metro because its target group travels mainly by bus. compact product and service information. 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. because now he or she already has a desire to own the Cleverpad. 27 . 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. 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. tram and metro to school/university. The main promotion actions Interfortuna S. Marketing and promotion managers decided this to protect Interfortuna S. for a financial ruin already in its introduction stage.3. Satisfaction Of course after the successful deal Interfortuna S. Konig Wilhelm College.C. is going to the use make up the promotions/communications mix are: Advertising Because of the cost intense concerning offline and/or online advertising.C. The potential client needs to figure out if its desire could become true by calculating if it would be a good investment. Leaflets will spread out in households’ postboxes and within Interfortuna’s sales action.

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

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. 29 . also from the press. 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. 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.C. Interfortuna’s marketing department will get in contact and inform with them by sending press releases..Interfortuna S. 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). especially before sales action at its selling point at the AVANS Hogeschool.

Research & Development .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. The manufacture SourcingMap will produce the Cleverpad.Marketing. Sales and Promotion In-house only promotion products like flyers will be outsourced. The Cleverpad will be transported from China by plane and if it arrives in The Netherlands. That’s why several business activities will be done by third parties. not every business activity can be done by itself. . Human Resource Marketing Sales Promotion / PR Financial Purchase 30 . .Distribution Outsourced (Transport from China) . a transport company will deliver the Cleverpad to Interfortuna. Cleverpad 6.. Customers can also choose for a logo print on the Cleverpad. Therefore a specialized printing company will be printing logo’s on the Cleverpad. Business system and organization 6.1 Interfortuna’s business system Recourcing & Developement Production Marketing Sales & Promotion Distribution Service .Production In-house Outsourced by manufacture ‘SourcingMap’ in China and logo printing is done by a printing company.C.Interfortuna S.

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

Cleverpad • Watches over the internal personal communication • Manages the entrepreneurs’ motivation • Manages conflicts • Keeps an eye on the workload of the various departments Example.. and overview of employer cost payments) and submits them to the Finance department 32 . 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. on the other hand. overall condition per period.Interfortuna S. the production department has little to do. if the sales department is extremely busy and.

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. 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. folders.Interfortuna S..C. 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.

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.08 Week 46 Week 47 Week 49 16. That is why the schedule is already the critical path. Someone can get sick and is as a result no more available for the group. brochures and logos on the Cleverpad. To avoid misunderstandings and failures regular meetings will be held. posters. For example it takes longer to purchase the product then accepted. Some milestone can be handled parallel other must be achieved sequential. Interfortuna will personally sell the Cleverpad and do all additional things to achieve this. Interfortuna S.2 Obstacles At the beginning Interfortuna fixed same basic rules.09. The schedule starts right now.08. otherwise the company can run out of time. what means that the goals and millstones can not be achieved. 34 . They define the way of communicating and behaviour within the company. 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. has to handle with a limited amount of time it is crucial to have a well organised time management. that processes that are made outside take more time than expected. Cleverpad 7. Because Interfortuna has staff that is specialised on the different important company areas like for example marketing or finance responsibilities are clear.01. The best way to keep important facts and millstones in mind is to make a schedule. Suddenly additional work comes up.. The company is to small and the amount of time to short to outsource parts besides printing of flyers.Interfortuna S. Realization schedule Since Interfortuna S.11. 7.08 07. For every event there is date or at least a week in with it has to be done. 16:00 o’clock 07. 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.C. That means purchase. This can only be influenced through professional time management and thinking in advance. It is crucial that everyone follows this rules. because if one step is missing it is not possible to go on with the next one.11. promotion and selling will be made. Roeland Jannes Whole team An Whole team Henry Jannes Henry Timo Timo Whole team Deadline 07.11.C.C.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.

Interfortuna S. They are dived in internal and environmental risks. the mentor to secure that the company is on the right track. 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. 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.C. This will be guarantied through meetings and discussions. To avoid this Interfortuna S. will not have a problem with incompetence and dishonesty should not be a danger as well. has to cope with the following risks. Cleverpad 7.C. Competition can be very strong. are aware about them. 7. as a result Interfortuna S. Problems like these are called personal and human resource risk. 7. Nevertheless. Since maybe not everyone is that experienced in its position additional meetings with professional will be held. can ask for regular feedback from Mrs. That is why business risks are important to monitor.. has to administer a good communication within the group. Interfortuna S.C. A major risk is created by poor communication.2 Environmental risks Since there actually is a financial crisis a lot of things can change. because many companies have to secure that they keep there turnover and stuff and even to stay existing at the market. therefore Interfortuna S. all these risks have to be kept in mind and the managers of Interfortuna S. so there danger is reduced. 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.C. 35 . So called political risks as restrictions imposed on free trade. It is elementary that everyone can say what he or she wants and means. the tutor and Mr. But not every case can be planned.1 Internal risks First of all leadership risks can occur.3.3 Risks To reduce risks it is helpful to think about all decisions thoroughly. Nohan.C. Wilms.C. This will furthermore help to avoid operational risks.3. 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.

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

26 € 0.30 € 6.77 € 126. VAT.33 19% € 31.21 37 .99 € 1.247.13 € 199. Cleverpad The worst case scenario gives the following figures: Worst case Purchase price incl.26 € 1.91 € 633.29 27.VAT Tax rate Net profit Profit per share € 791. 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.Interfortuna S.5% € 4.33 5% € 6.19 € 4.00 32 5 Turnover VAT Profit before taxes .12 € 3.65 € 7.99 € 822.38 € 0.00 € 0.32 € 20..40 € 0.71 € 0.79 € 1.35 The expected case scenario gives the following figures Expected case Purchase price incl.14 23% € 174.80 € 0.VAT Tax rate Net profit € 1. 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 € 1.67 19% € 226. VAT.00 41 6 Turnover VAT Profit before taxes .32 € 20.C.67 23% € 24.

06 € 1.20 € 0. The best case scenario gives more room for profit. A price which our customers won’t pay. 8.26 € 0. VAT.66 23% € 437.14 8.030.22/€4.32 € 20..4 Break even point (Expected case) Break even point will be reached when costs are the same as receipts.87 € 7.70 € 324. Interfortuna also makes more profit. So Interfortuna need to sell more.27 50% € 3.99 =) 165 products.40 € 0.36 € 0. Lower costs per product can make it possible to grab a higher profit margin and gives room for possible negotiation. 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.C.41 € 4. for example when looking to the B2B environment. Therefore it’s necessary to look for economies of scale.VAT Tax rate Net profit Profit per share € 2.06 € 2. Cleverpad Profit per share € 4. 38 . This point will be reached when Interfortuna sells (€822.3 The comparison In the worst case scenario it’s hard to make any profit since the cost price is very high. you can see that the sales price is lower and within the price range of the price which consumers are willing to pay.137.00 57 8 Money needed to start Share price Ammount of shares needed Shares per person to sell Turnover VAT Profit before taxes .24 The best case scenario gives the following figures: Best case scenario Purchase price incl. When you look to expected case scenario.12 19% € 568.Interfortuna S.

Interfortuna will need €822.22.75% interest. When a person places his money on the bank he/she would receive 4% interest at a maximum.5 The expected case scenario So what will happen with Interfortuna? To start up the company. This should generate a net profit of (€126. When investing in Infortuna this same person receives 17.. This gives Interfortuna an extra foot behind the door. However each member will sell 7 shares extra because there might be unforeseen costs. So in total there will be 49 shares. Cleverpad 8. 14 of these shares will be bought by the employees (2 each) because they really believe in their company. This is 3 times more! 39 . This means the remaining 28 shares need to be sold to shareholders.Interfortuna S.55 per share.C. To reach this amount of money Interfortuna will need to sell 42 shares.34/49) of €3.

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

Cleverpad 10.00 € 25.60 € 41 .60 € 0.40 € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.25 0.00 € 0.00 0.25 10.65 0.00 € 42.60 € 0.00 € 42.00 € 0.00 € € € € € € € price per item or week 156.00 0.65 0.00 € 0.00 € 0.1 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 0.80 € 25.00 € 0.70 0.00 0.00 € 0.25 10. Appendixes 10.65 0.00 € 0.00 0.00 € 599.25 0.00 € € € € € € € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.00 0.00 0.00 € 92.25 10.00 0.00 € 42..25 0.Interfortuna S.C.00 € 25.60 € 0.00 € 25.00 € € € € € € € € quantity 4 weeks 100 100 4 weeks n/a n/a n/a n/a total costs 506.00 € 0.00 0.00 € 92.60 € 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 € 0.00 0.

00 € .25 0..40 € 250.00 € 0.25 10.00 € 42.00 € 25.00 0.00 € 0.00 € € € € € € € 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 506.40 € .00 € 1.Interfortuna S.2.00 € 0.500.00 0.2599.00 € 1599.00 € 42 .00 € .70 0. Cleverpad Decline stage price per item or week 156.60 € 0.80 € 25.65 0.00 € 0.000.000.C.

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

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

C. Cleverpad Other o 45 .Interfortuna S..

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

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