Business Plan for W.L. Sinclair DBA The PC MD
Effective September 28th, 2005
Table of Contents
EXECUTIVE SUMMARY ..................................................................................................................................1 DESCRIPTION OF THE BUSINESS ....................................................................................................................1 MISSION STATEMENT .......................................................................................................................................1 MARKET ANALYSIS .........................................................................................................................................2 GEOGRAPHIC AREA ...........................................................................................................................................2 TARGET CUSTOMERS........................................................................................................................................2 MARKET DEFINITION ........................................................................................................................................2 COMPETITIVE ADVANTAGES.......................................................................................................................3 PURPOSE ..............................................................................................................................................................3 THE PC MD IS .......................................................................................................................................................4 PLANS FOR ACHIEVING SUCCESS ..............................................................................................................4 INTERNAL IMPROVEMENT ..............................................................................................................................4 ADVERTISING AND PROMOTION ...................................................................................................................5
Please see my Website at http://mysite.verizon.net/billsinclair/pcmd/ for additional details
Executive summary
Description of the Business
PC MD is a new start up small business as of September of 2005. In addition, PC MD is a sole proprietorship (owned and operated by W. L. Sinclair) in the field of in home personal computer service. In other words, THE PC MD makes house calls to fix sick PC‟s. The PC MD‟s primary service to the local community is to install and run special software on client‟s personal computers. The software THE PC MD installs during a “basic” service call includes programs to find and eradicate viruses, spyware, adware and to protect vulnerable browser settings. THE PC MD will do this for a modest “basic” fee. In the event that the “basic” software does not remove the problem and further measures are required (such as installation of more soft ware or additional system tweaking ) then additional fees will be charged. The PC MD‟s „House Calls‟ will be by appointment only. However, emergencies do arise and if scheduling permits, emergency visits can be made at an additional fee.
The PC MD also will perform hardware upgrades such as installing or replacing internal modems, Ethernet cards, sound cards, video cards, floppy drives, CD drives, DVD drives, hard drives and more. Additionally, The PC MD will install and set up new personal computers in client‟s homes as well as DSL and cable packages such as those provided by Verizon or Comcast. Last but not least, The PC MD will design personal web pages and web sites for individuals, as well as for small businesses.
Mission Statement
The mission of The PC MD is to become the premier provider of in home computer service in the mid shore area. The PC MD is dedicated to building long-term relationships with customers through quality customer service, and wants to be recognized as the leading provider of in home computer service in the mid shore area. Also dedicated to becoming the leading personal web page designer not just in the mid shore area but anywhere the Internet reaches. The PC MD „s goal is to grow steadily, becoming profitable within the first 3 months.
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Market Analysis
Geographic Area
PC MD is based in Hurlock, Maryland. The „local house call “ target market area” will be Dorchester, Caroline, and Talbot Counties in Maryland and Sussex County in Delaware with an “extended local” target market in Wicomico County, Maryland. The PC MD‟s “web design” target market is the above plus the entire rest of the English speaking, Internet connected world.
Target Customers
From within the above geographic area The PC MD‟s target customers are any individuals(s) who own or operate a personal computer regardless of age, gender, marital status, profession or education level. If they have an Internet connected personal computer then they can use The PC MD‟s services.
Market Definition
Per the United States Census Bureau, the proportion of U.S. households with computers reached 61.8 percent in 2003, and 87.6 percent of those households used their computers to access the Internet. As a result, 54.6 percent of U.S. households had Internet connections. There are over
40,000 households in the Dorchester, Caroline and Talbot county areas. Based on the Census Bureau statistics this means there are almost 25,000 households with computers and nearly 21,000 of those are connected to the Internet. As evidenced by the chart below from PC World Magazine, more than half of in home PCs have a problem. Table 1. Problematic Home PCs
This indicates that there are over 14,000 computers in need of
The PC MD‟s services
just in the three county area.
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Competitive Advantages
The PC MD‟s business pivots on making house calls so he is able to schedule appointments when it would be convenient for the client, within reason, 24-7. (i.e.: provided it does not conflict with previously scheduled appointments). This means the client does not need to unhook their computer nor pack it up, load it in their car, drive it to a facility then take it back and hook it all back up when ever the establishment finishes with it. ( Unless they want to ) Then there is the security issue. When someone takes their equipment and drops it off at some “establishment” , just how secure is their private financial records or other sensitive data. With “The PC MD‟s” house call the client is more than welcome to “watch over his shoulder” while he works. While “The PC MD” does guarantee you that he is not going to pry into your sensitive data it is still perfectly “ok” to watch while he works, This being the case, it provides “The PC MD” with several competitive edges: First, the convenience to the client for not having to bring in their equipment. Second, with less overhead, ( no storefront or shop related expenses) The PC MD can offer fees that are much more competitive. Third and most critical to many computer owners is the comfort of knowing their sensitive data is secure.
Purpose
The PC MD is providing this service because he wanted to start his own business in a field in which he is knowledgeable and that is needed in the community. As is indicated above in the Market Definition, statistically there is a need. Additionally, in his conversations in informal surveys with people over the last year, he has concluded that there are many people who do not really know a lot about protecting their computers. Or, they are not inclined to take the time or effort to service their computers themselves. The PC MD compares this to an automobile driver. Even if you are a good driver, it does not mean you are inclined to or are qualified to “open the hood” and do your own service. Hence, The PC MD is here to “open the hood” on the computers that are “driven” in this community for those who are not inclined to or are not qualified to do it themselves. .
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The PC MD is:
W.L. Sinclair ( Bill ) is a sole proprietor. Bill will be the entire staff of The PC MD until further notice. However, The PC MD does realize that there may be times when he may run into a situation that he can not remedy, is beyond his scope or possibly he may be over booked. In this event, The PC MD is prepared to seamlessly sub-contract a third party technician to attend to the client. The PC MD has a network /phone line technician and a hardware technician available to him should their services be required. Bill has been working with computers since the early 1980's when he got a "Timex/Sinclair" unit. It was on this computer that he taught himself how to program in machine language and the love of computers was born. Then in 1985 he moved up to a Commodore 64, learned „Basic‟ programming language, and further honed using machine and assembly language. Then came along Personal Computers from IBM and their clones. At this time he took some night classes in Data Processing and Basic Programming ( the only 'formal' classes he has taken) With his 286 running Windows 3.11 he learned Q-Basic and DOS'6' and discovered the internet. This is when he HAD to find out how to create compelling web pages and turned to stacks of books on web page design, and using HTML, the language of the Internet. Then as technology advanced so did he, a 386, a 486, a 666 then a 1.1 gig processor. Along the way, he learned to build his own computer and added and upgraded as needed. As well as helping friends and relatives with their upgrades and fixes. At one point, it became apparent that protection from Internet scum was necessary, so he turned once again to books and Internet articles to learn about the best ways to protect him self. This led to the 'Suite' of programs that The PC MD installs on client‟s machines. Although it is quite true that The PC MD has little classroom training, it is just as true that there are 20 years of hands on experience leading to someone who is well versed in computers. Moreover, as mentioned above he has third party techs available should they be required.
Plans for Achieving Success Internal Improvement
In order to maintain the competitive edge The PC MD will strive to stay updated on programs and techniques to keep personal computers free of Internet vermin. The PC MD is also am constantly studying new and different ideas on web page design as well as regularly experimenting with Graphic Design and web page object manipulation. The PC MD intends to better equip himself with more and newer technology continuously as the business grows.
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Advertising and Promotion
The PC MD‟s advertising and promotions will consist of five key strategies: word of mouth public relations, flyers and business cards on local bulletin boards, local classified ads, eventual local radio ads as the budget will allow and an Internet Web site, Word of Mouth Public relations. The PC MD will put considerable effort into telling as many people as he can about his business as well as encouraging them to spread the word Flyers and Business Cards. The PC MD will put up flyers with info tear-offs at every local venue he can promote his house calls and web page design service. Including grocery and convenience stores, libraries, other retail outlets where allowed, restaurants, computer stores and others. Local Classified Ads. The PC MD wants to run ads in all the local publications promoting his house calls and web page design service Local Radio Ads. When finances permit, The PC MD intends to advertise also on the local radio stations. Internet Web Site. This is fast becoming a major promotional channel, and The PC MD
believes it will provide important information to potential clients as well as give them an avenue to contact him. In addition, it is the most convenient way for him to have a virtual, global presence from the beginning and throughout the life of the business.
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