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

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

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

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

1. As a result of the survey. can say. It holds all your digital devices securely on any undergrounds without adhesives or sticky residue. 8 . Interfortuna S. because the Cleverpad contains a light weight of 35 gram. recognised the problem of chaos in their cars. Therefore you have to research if there is a need for this product and you have to know the opinion of potential consumers. surveyed 211 potential consumers. The product does not use any kind of adhesive or magnet.C. mp3 player. it is reusable and when the Cleverpad gets dirty.1 The Cleverpad The type of product that we are going to sell is the ‘Cleverpad’. The Cleverpad is an anti-slip pad you can use for in your car.Interfortuna S. keys. keys. glasses. that 81% of the consumers that were asked. It is handy and it is multi usable. The size of the product is 14 cm x 8. No more trouble with finding your keys.C. boat.Interfortuna S. you put it on the dashboard. This common problem is chaos in their cars.. The Cleverpad is the solution for these kinds of problems. Turbulence is a common problem when you are travelling by airplane. The majority of the potential consumers never saw it before. People think it is quite impressive. The Cleverpad leaves no residue. airplane and in your home. on the Cleverpad and people will be surprised the products stay in one place. The Cleverpad can be used in these kinds of transportation. 3.1 Problem-solving product As a company you want to be successful in selling a product. Your pen. You toss your cell phone. 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. 5 cm (L*W) which is small. navigation etc. Started by pretending the Cleverpad is a brand new product. music player and any other small objects falls of your table. The Cleverpad is mainly focused for in your car. Product Idea This chapter is about the Cleverpad. To be precise.C. If you have problems with chaos of things flying from side to side. Lots of students travelling by train or they are going on vacation by airplane. Interfortuna S. the Cleverpad solves this particular problem. how the Cleverpad works.C. Cleverpad 3. Beside the Cleverpad is mainly for in the car. which feels soft and flexible as a result of a wonderful non-slipping. SUV. They can’t imagine that magnetic or adhesive is not a material that is involved in producing this problem-solving product. cell phone or other small objects. It is a very practical product and easy to carry with if you want to use it in another place. The Cleverpad is a problem solving product. Out of the survey that has been held among 211 potential consumers came out that it solves a common problem for many car owners. will explain what type of product it is etc. you can wash it and it is like new. it is possible to take it with you on vacation or to your work. by showing only a picture. The product is of high quality and made of a special PVC material. train. The consumers saw it as a handy product.

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

It can be said that 88 out of 211 people were interested in buying the product for the price they quoted.C. It is easy to carry with if you want to use it in another place. 10 . product presentations and well-designed advertisings (flyer. boat. Our objective is to sell 250 or more Cleverpads to students in the first place and to businesses in the second place. It matches nice with the majority of people’s car dashboards. Interfortuna S. 81% of the people that were surveyed recognize the problem.4 Consumer desires The key to successful marketing lies in fulfilling the consumers desires. You can find the direct and indirect distribution channels in the marketing part.. The Cleverpad won’t let the consumers down.99. they want to know if they really need it and whether the product satisfies their desires and needs. Another important aspect is where the potential consumers assume that they can buy the Cleverpad. internet.1. You can take it with you and replace it whenever and wherever you want. When you are going to travel by car. Black is the best colour for this product. The internet is an important desire of consumers where you can buy the Cleverpad. Due to this it is possible to convince the people that the product really is a product you need in your daily life. for what price would you buy the Cleverpad etc. Therefore Interfortuna S. The Cleverpad will be sold for a price of €4. situated in China.C. Interfortuna S. 7% expects that the Cleverpad will be sold on the Internet. potential consumers were asked for what price at a maximum they would buy the Cleverpad. airplane. The more benefits the product has the less important price becomes. 3. is going to use direct distribution channels and indirect distribution channels. The expected scenario will be maintained. Subsequently the Cleverpad solves the problem of chaos in cars. Out of the survey. 60% of the surveyed potential consumers prefer this product in black. As a result of the survey.C. To achieve this objective Interfortuna S. When potential consumers look at the product.99.’s objective.C. SUV. The consumers that will buy the Cleverpad desire that the product is functional. brochures. Investigated where the consumers would use it.Interfortuna S. Finally the Cleverpad has a black colour. communicated with the potential consumers which problems or desires they want to be fulfilled. does the product deliver true value to the consumer. because the Cleverpad contains a light weight of 35 gram. the Cleverpad is a very practical product. has a good change to sell the product when maintaining this price. meetings. Cleverpad 3. because it satisfies the desires of consumers. 66.1. leaflets. The sales price will be €4.C. Interfortuna S.3 Practical and achievable As mentioned before. is going to import the Cleverpad from wholesaler SourcingMap. One of our direct distribution channels is the Internet. The majority of the potential consumer desires a sales price of about 5 euro.C. train etcetera.C. newsletter. is going to sell the product by good service which is personal selling word of mouth. 250 Cleverpads is Interfortuna S. and more).

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

1 Team Our company exists of 7 employees. Thirdly I also look forward and i am not staying in the past. who were in a higher-level in speaking French. Timo Goes I'm strong with figures compared to most of the other commercial economics students. It is my task to think about important facts in advance..Interfortuna S. That's why I am an excellent teamplayer since i can speak with everyone and i am willing to listen to others. Moreover I have to ensure that our company is on the right track and the next necessary steps are made. to cope with the daily risks a company is faced with. General manager / CEO Henry Kressmann. An Do I studied for 5 months in France. who mostly worked on projects for fictive companies. that all have their own working field and their own tasks. which makes me very social. Comparing to the other group members. 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. for example lots of theory and individual work. Human Resource manager Jannes Kreis. I'm a calm person which will not lose his temper fast.C. My value is that I gained experience in a foreign country project. I learned a lot due to other group members. Marketing manager Marcel de Waal. This fact helps me to strike an arrangement in case of different opinions. An obliged element was participating in a project. Sales manager 4. PR manager Inge Ruijs. Management team 4. The functions are dived as followed: - - - - An Do. Cleverpad 4.2 Incremental value team members In every company every employee has an incremental value for the total team. Financial manager Roeland Kamerbeek. With my experience I can bring the group to a higher level and manage the processes where needed. Furthermore they maintained a other structure. This will keep the progress up. especially for real companies. to bring a structure in everything and to keep an overview. Each participant and the value he or she is adding to our team will be handled in the following part. That's why I am the financial manager. 12 . Roeland Kamerbeek I have a lot of experience in working on a project. Purchase manager Timo Goes.

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

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

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

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

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

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

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

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

These companies are also settled in Brabant in the cities Tilburg.2. mainly through the personal network. students are financially healthy enough to buy the Cleverpad.2 Target Market 5. personal selling will be used to convince companies. They will not be targeted that much through promotion. can offer those companies to personalize our Cleverpad by printing companies name and/or logo on it.C. Cleverpad 5. B2B environment The secondary target group will be companies related with cars.C.1 Target Groups Students at the age of 18-24 years The primary target group is the students from 18-24 years old which live in Brabant. 21 . It’s also a pre if the student has a driving license and/or a car.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. Breda and Den Bosch. Breda and Den Bosch. However. but they will be important customers. or for when they drive in the car from mom and dad.. This makes our target group 2900 students. Now how many students have a car? About 1 out of 16 students has his own car. decided to sell it also to people older than 24 years old. Interfortuna S. The companies can for instance give our product away as free publicity. The cities have been chosen because there are living many students. Since the Cleverpad is a very general product and everybody can use it.C. because the product is mainly a car product. However other students might also be interested for example to the product away as a gift. so there won’t be a problem. The main focus will be put on the cities Tilburg. This can be stand alone garages. 5.500 students. Since the expectations for this target group are limited it will not be put much promotion budget in this target group. petrol stations and car accessory stores. Interfortuna S.2. Because the product is not expensive.Interfortuna S.

Our company can take the risks for them.C.V.C.C. Furthermore big companies will have their own distribution points.C. because they will make other prices. Interfortuna S. This way it is possible to get some customers. 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. Cleverpad B2B environment In the B2B environment the focus will be mainly put on standalone companies.. However it is thought Interfortuna S. 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. wants to send to their clients is.’. It solves the problem of chaos in your car. 5.2. simply put. This group will be about 50 companies. but more specific than the Anti-slip rolls. They have less relations in foreign countries and perhaps aren’t excited about international business. might stand a chance against stand alone small companies because of the possibility to offer personal service. That position can be illustrated in the figure: Proposition The message Interfortuna S. That is because of the fact that Interfortuna S. Moreover there will not be enough time to focus on more.C. has no chance against big companies and wholesalers. Potential clients are for example ‘ Autobedrijf Stef Spierings’ or ‘ Bandenbedrijf Van Esch B.Interfortuna S. 22 . 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. It is thought that they can be better contacted and it is easier to negotiate with them as with big chains.

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

There is however a special adjustment possible.99€.. most people see a price of about 5 Euro as an ideal price for the Cleverpad. 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. Pricing Strategy Interfortuna S. the product can be sold as a standard product for each target group.1% do not want to spend more than 2 till 3.Interfortuna S. This strategy is chosen over the skimming strategy.2 Price Acceptable price The shown graphic is a result of the survey that was held among 211 randomly picked individuals. this is not relevant.C. This fact is really helpful for Interfortuna.C. Cleverpad 5.C. It shows that Interfortuna S. the company wants to sell the products immediately. 5. since it gives information about the price that can be asked for the Cleverpad. for example put in a special package.1 Product The Cleverpad is a general product that meets different kind of customer needs. has a good change to sell the product when maintaining this price. has a penetration pricing strategy. which is all about getting the highest possible return. It can be used on various locations and for various purposes.99 €. The Cleverpad will be sold for a price of 5 Euro. Finally.3. As can bee seen. Furthermore.2 % would even pay 6 till 7.3. Furthermore. Any adjustments to meet special needs of a target group are not necessary at the moment. 34. As a result of the survey. For the consumer target group. the price is a reaction to the positioning of a non-exclusive product. Due to that. 14.3 Marketing Strategy 5. This means that the company wants to penetrate the market quickly with a ‘low’ price. This shows that it is maybe possible to get an even higher price in some cases if the Cleverpad is. There is no time to promote a lot of brand awareness or to get people slowly interested in the product. 24 . because the company realises it is really hard to sell lot of products for a high price in such a short period of time.

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

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

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

28 .60 € 0. Direct Mail & E-mail Effective for creating awareness and interest for Interfortuna’s target audience.00 0. Furthermore.Interfortuna S.interfortuna-s-c. there is an online firm profile at the Dutch chat room “hyves” (www. Another positive aspect is that it’s extremely cheap or even for free.com) to inform and gain potential customers about its firm profile.00 € 0. of the next promotion campaign.00 € 25. special discounts. product and services. become part of local community activities (selling point on market square).00 0. its manager must: give excellent service and produce good quality.g.hyves. This should be done against its objective.interfortuna-sc. because most of this group is using this communication platform.00 € € € € € € € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25. it may involve further research and actually asking people whether they have heard of the Cleverpad.span etc. If for example. give customers something to pass onto friends such as business cards.net) to gain company’s first target group. It may be that marketing department needs to change the medium used or the time .00 € 0.00 € 0.00 € 42.65 0.60 € As you can see.00 € 92. IFSC’s marketing and promotion managers will mail info directly to target customers. the growth and decline stage of the Cleverpad’s product life cycle requires the most promotional costs.25 0.00 0. IFSC’s managers can measure whether or not this objective was achieved. Measuring and Analysing Results It is important to measure in some way the effectiveness of Interfortunas promotion campaign. give customers incentive to bring new customers e..25 10. team up with other local businesses and pass customers between through both.blogspot. 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. main objective was to achieve sales of 250 pieces of its Cleverpad. To get people to tell others about Interfortuna. If the objective was to create awareness. Cleverpad Internet Interfortuna is using an online blog (www. Measuring and analysing the outcome of the promotion campaign will help in the development of Interfortuna’s future campaigns.C. pay attention to packaging. 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.

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

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

2.2 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. Cleverpad 6. 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.C..Interfortuna S.

. the production department has little to do. on the other hand.Interfortuna S. if the sales department is extremely busy and. 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 . overall condition per period.

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

34 . 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. brochures and logos on the Cleverpad. what means that the goals and millstones can not be achieved. 16:00 o’clock 07. Someone can get sick and is as a result no more available for the group. Suddenly additional work comes up. Because Interfortuna has staff that is specialised on the different important company areas like for example marketing or finance responsibilities are clear. Some milestone can be handled parallel other must be achieved sequential.11.08. because if one step is missing it is not possible to go on with the next one. They define the way of communicating and behaviour within the company.11.C. posters.01. It is crucial that everyone follows this rules. Cleverpad 7.11. The schedule starts right now. That secures that everyone is able to say what he or she thinks and huge decision are discussed before they are made. that processes that are made outside take more time than expected. has to handle with a limited amount of time it is crucial to have a well organised time management. To avoid misunderstandings and failures regular meetings will be held.. 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. Interfortuna S. Roeland Jannes Whole team An Whole team Henry Jannes Henry Timo Timo Whole team Deadline 07. Realization schedule Since Interfortuna S. promotion and selling will be made. It can happen.08 Week 46 Week 47 Week 49 16.1 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. 7. The best way to keep important facts and millstones in mind is to make a schedule. This can only be influenced through professional time management and thinking in advance. For every event there is date or at least a week in with it has to be done.2 Obstacles At the beginning Interfortuna fixed same basic rules. That is why the schedule is already the critical path. 7. Interfortuna will personally sell the Cleverpad and do all additional things to achieve this. For example it takes longer to purchase the product then accepted. The company is to small and the amount of time to short to outsource parts besides printing of flyers.C.08 07.C. The strategy must be clear to every involved party and it is important to control if all actions are in time.09.Interfortuna S. otherwise the company can run out of time. That means purchase.

because many companies have to secure that they keep there turnover and stuff and even to stay existing at the market. 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. 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. will not have a problem with incompetence and dishonesty should not be a danger as well. This will be guarantied through meetings and discussions. 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. 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. Interfortuna S.C. But not every case can be planned. Since maybe not everyone is that experienced in its position additional meetings with professional will be held. has to administer a good communication within the group. Wilms. A major risk is created by poor communication. so there danger is reduced. Problems like these are called personal and human resource risk.C.3 Risks To reduce risks it is helpful to think about all decisions thoroughly. Nevertheless. 7. the tutor and Mr. This will furthermore help to avoid operational risks. Nohan. So called political risks as restrictions imposed on free trade. are aware about them. Cleverpad 7.3.3. To avoid this Interfortuna S.C. 35 . has to cope with the following risks. therefore Interfortuna S.C. can ask for regular feedback from Mrs.Interfortuna S.1 Internal risks First of all leadership risks can occur. Competition can be very strong. as a result Interfortuna S..C.C. That is why business risks are important to monitor. the mentor to secure that the company is on the right track. 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. all these risks have to be kept in mind and the managers of Interfortuna S. They are dived in internal and environmental risks. 7.

So in the worst case scenario for example Interfortuna S.00 € 178. Based on the results of our market research there are made 3 figures. will sell 100 Cleverpads.00 per employee € 28. Therefore our cost price per product is lower in the expected and best case scenario. Financing In this chapter there will be information about the financial aspects of Interfortuna S. The conclusions will be based on the expected case scenario. will sell 100 Cleverpads. print ect. will sell 500 Cleverpads. the expected case 250 Cleverpads and in the best case Interfortuna S. is satisfied with a lesser margin to keep our price in the right range. has kept this price in mind.20 € 20.C. In the worst case Interfortuna S.C. Total wage costs with taxes 42% Ammount of employees Total wage costs per week per 10 employee 10 € 0.2 The scenarios In the worst case Interfortuna S. has to keep our sales price between 4 and 6 euro’s to sell enough products. Therefore you can see different profit margins in the scenario’s. But let’s first have a look at the fixed costs.C. These costs are fixed within all three scenario’s.Interfortuna S. 8.40 per employee 7 € 198. Fixed costs Marketing costs Transport costs Remaining costs (coffee. However Interfortuna S. The following questions will be answered: What can be expected from Interfortuna S.C. an expected scenario and a best case scenario.00 36 .C. A worst case scenario. in financial ways? How is the sales price calculated? How much investment capital is required and where does it come from? When will Interfortuna S. reach their break-even point? Can Interfortuna S.C.1 The situation Within this chapter there will be three scenario’s. can spread the fixed costs over more products in the expected and best case scenario. Cleverpad 8.80 € 100.C.C..C.C. Within the scenario’s Interfortuna S.52 € 30.C.C. Our market research has also shown that Interfortuna S. make profit for their shareholders? 8.) Labour costs Hours Weeks Hour wage Total wage costs without taxes.

.99 € 822.Interfortuna S.35 The expected case scenario gives the following figures Expected case Purchase price incl.65 € 7.247.32 € 20.C.21 37 .12 € 3. VAT.80 € 0.5% € 4.14 23% € 174. 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. 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 € 1.26 € 1.77 € 126.67 19% € 226.00 € 0.00 41 6 Turnover VAT Profit before taxes .79 € 1.30 € 6. VAT.32 € 20.33 19% € 31.99 € 1.19 € 4.29 27.33 5% € 6.91 € 633.13 € 199.VAT Tax rate Net profit Profit per share € 791.26 € 0.40 € 0.38 € 0.67 23% € 24.VAT Tax rate Net profit € 1.00 32 5 Turnover VAT Profit before taxes . Cleverpad The worst case scenario gives the following figures: Worst case Purchase price incl.71 € 0.

Cleverpad Profit per share € 4. The best case scenario gives more room for profit.32 € 20.14 8. you can see that the sales price is lower and within the price range of the price which consumers are willing to pay. 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 € 1.26 € 0.3 The comparison In the worst case scenario it’s hard to make any profit since the cost price is very high.137.20 € 0.4 Break even point (Expected case) Break even point will be reached when costs are the same as receipts.87 € 7.66 23% € 437.22/€4.99 =) 165 products. This point will be reached when Interfortuna sells (€822.36 € 0.VAT Tax rate Net profit Profit per share € 2..Interfortuna S.06 € 1.27 50% € 3. When you look to expected case scenario.00 57 8 Money needed to start Share price Ammount of shares needed Shares per person to sell Turnover VAT Profit before taxes .06 € 2. VAT.12 19% € 568. So Interfortuna need to sell more. Interfortuna also makes more profit.70 € 324.24 The best case scenario gives the following figures: Best case scenario Purchase price incl. 38 .40 € 0. 8. for example when looking to the B2B environment.030.41 € 4.C. A price which our customers won’t pay. Therefore it’s necessary to look for economies of scale. Lower costs per product can make it possible to grab a higher profit margin and gives room for possible negotiation.

34/49) of €3. When investing in Infortuna this same person receives 17. This gives Interfortuna an extra foot behind the door. To reach this amount of money Interfortuna will need to sell 42 shares. This means the remaining 28 shares need to be sold to shareholders.5 The expected case scenario So what will happen with Interfortuna? To start up the company. Interfortuna will need €822.75% interest. This is 3 times more! 39 . This should generate a net profit of (€126. When a person places his money on the bank he/she would receive 4% interest at a maximum. However each member will sell 7 shares extra because there might be unforeseen costs. 14 of these shares will be bought by the employees (2 each) because they really believe in their company.22. So in total there will be 49 shares.Interfortuna S.55 per share.. Cleverpad 8.C.

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

25 0. Cleverpad 10. Appendixes 10.00 € 25.65 0.25 0.65 0.00 € 92..00 € 25.00 € 0.00 € 25.00 € 42.00 € 42.00 € € € € € € € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.65 0.60 € 0.00 0.00 0.80 € 25.00 € 0.00 € 92.00 € 0.25 10.00 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.Interfortuna S.C.00 0.00 0.60 € 41 .00 € 0.25 10.25 0.00 € 0.60 € 0.40 € quantity 100 100 4 weeks n/a n/a n/a n/a total costs 25.00 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 € 599.00 0.25 10.60 € 0.70 0.00 € 42.00 € € € € € € € € quantity 4 weeks 100 100 4 weeks n/a n/a n/a n/a total costs 506.00 € 0.00 0.00 € 0.00 0.00 € 0.00 € € € € € € € price per item or week 156.00 € 0.

25 10.000.00 € 0.70 0. Cleverpad Decline stage price per item or week 156.00 € 1.40 € .C.00 € 0.Interfortuna S.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 506.80 € 25.2599.00 € 0.00 € .2.40 € 250.000.60 € 0.00 € 1599.00 € .500.00 € 42 .00 € 42.00 € 0.65 0.00 € 25.25 0.00 0.

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

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

Interfortuna S. Cleverpad Other o 45 .C..

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

Sign up to vote on this title
UsefulNot useful