Business Plan for

Forever-Cool

Team 2
Anayancy Chapa, Shane Gray, Tyler Hammond,
Diana Householder & Lenise McWhorter

LDR606: Entrepreneurship
August 18, 2017
Executive Summary
Fundamentals of the Proposed Business
Dilemma Addressing

Current Market Offerings

Production Solution/Uniqueness

Customers

Lenise McWhorter
 Business Description
Purpose
Forever-Cool: Lightweight mini refrigerated cooler designed
to keep food and beverages cold for up to 4 hours.

Goal
Patented
License agreement to manufacture and distribute

Objective
Sold in retail markets across the United States

Industry
144.4 million Americans
11 billion Outdoor Outings
21% Outdoor Enthusiasts
Lenise McWhorter
Business Description
(continued)
According to the Outdoor Foundation's annual Outdoor Recreation
Participation Report (2017),

Industry Research
Running, Jogging and Trail Running (52.3 million participants)
Freshwater, Saltwater and Fly Fishing (47.2 million participants)
Road Biking, Mountain Biking and BMX (45.8 million
participants)
Hiking (42.1 million participants)
Car, Backyard, Backpacking and RV Camping (40.5 million
participants )

Potential
An average of 45.6 million Forever-Cool product users

Lenise McWhorter
Statistics from the
Outdoor Foundation
report that paddle
sports continue to be
on the rise as a
favorite, increasing 18
percent from 2013 to
2016.
Source: Outdoor Industry Association

Diana Householder
 Lightweight
Battery Operated
Refrigerated Cooler
Waterproof
Versatile
Eliminates Ice
Simple as Pack-n-Go

Diana Householder
 Paddle activities market which has needs which
are being ignored.
Anyone who is all about the outdoor experience.
Paddle enthusiasts
Hikers
Bicyclists
Walkers

Diana Householder
 Operations Segment
The location of origin
Labor availability
Wage rate
Suppliers location
Customers location
Community support
Local taxes Photograph by Shane Gray (2010)

Zoning requirements
Financial support

Shane Gray
 Operations Segment
Specific needs
Operations specs
Facility specs: plant,
warehouse, storage,
offices
Equipment specs:
tooling, machinery,
computers, vehicles
Photograph by Shane Gray (2010)

Shane Gray
 Operations Segment
Expenses
Suppliers: number &
proximity
Transportation costs
for shipping
Labor supply costs:
wages rates, skilled
positions
Cost data for
operations
Suppliers Shipping Labor Operations

Shane Gray
 Ownership Structure
General Partnership
Compensation split
evenly amongst 5
As business grows, our
employees will grow
All of us are full-time
employees

Tyler Hammond
 Internal Management
Internal
CEO/President Lenise
McWhorter

Vice President/Marketing President

Operations
HR/Critical Risks Diana Shane Gray
Anayancy
Chapa
Tyler Hammond
Householder VP, VP,
Management
VP, HR/Critical
VP, Marketing Operations/Finance Administration
Risks

External
Attorney
Distribution Manufacturers

Tyler Hammond
 Management Goals
After the first year

Steady Cash Flow

Return on Investment
Grow Business Internally
Shoot for Superior Customer
Service and Feedback
Excellent Brand Awareness
Contribute to the Community

Tyler Hammond
 Critical Risks
Potential Risks
Unfavorable Trends
Under Estimated Costs
Material/Product Delays
Unexpected Competition

Annie Chapa
 Critical Risks
The What-ifs
Competitive Price Cuts
Slumping Industry
Incorrect Market Projections
Unachieved Sales Projection
Unable to Secure Patent
Chaos within Management

Annie Chapa
 Critical Risks
Alternative Course of Action
Things Simply Happen
Recognition and Preparation
Disengagement

Annie Chapa
Conclusion

Lenise McWhorter
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