Outdoor Gear Designer Marketing Plan by PaloAltoSoftware

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                               Table Of Contents


1.0   Executive Summary       . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.0   Situation Analysis . . . . . . . . . . .                 .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .1
         2.1    Market Summary . . . . . . . .                 .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .1
                    2.1.1 Market Demographics                  .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .2
                    2.1.2 Market Needs . . . .                 .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .3
                    2.1.3 Market Trends . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .3
                    2.1.4 Market Growth . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .4
         2.2    SWOT Analysis . . . . . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .4
                    2.2.1 Strengths . . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
                    2.2.2 Weaknesses . . . . .                 .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
                    2.2.3 Opportunities . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
                    2.2.4 Threats . . . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
         2.3    Competition . . . . . . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
         2.4    Services . . . . . . . . . . . .               .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6
         2.5    Keys to Success . . . . . . . .                .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6
         2.6    Critical Issues . . . . . . . . .              .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6

3.0   Marketing Strategy . . . . .     .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
        3.1    Mission . . . . . .     .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
        3.2   Marketing Objectives     .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
        3.3    Financial Objectives    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
        3.4   Target Markets . . .     .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
        3.5   Positioning . . . . .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
        3.6    Strategy Pyramids .     .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .9
        3.7    Marketing Mix . . .     .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .9
        3.8    Marketing Research      .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .9

4.0   Financials . . . . . . . . . .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 10
         4.1    Break-even Analysis    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 10
         4.2    Sales Forecast . . .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .    . 11
         4.3    Expense Forecast . .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 12

5.0   Controls   . . . . . . . . . . . .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 12
         5.1     Implementation . . . .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 13
         5.2     Marketing Organization    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 13
         5.3     Contingency Planning .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 13
                            Simplistic Labyrinth Design Studio


1.0 Executive Summary

   Simplistic Labyrinth Design Studio is a designer/prototyper for a wide range of outdoor gear.
   Simplistic Labyrinth will create a prototype from a list of specifications from the customer, or
   from Simplistic's technical background. Once the protype is made the customer can then license
   the product and sell it as their own. This service is useful for companies that do not have an in-
   house design studio, as well as those that do but for whatever reason cannot produce some "one-
   off" models. It is also useful for entrepreneurs that would like a product designed so they can
   take it to market.

   In addition to designs that are requested by manufacturers, Simplistic Labyrinth has several
   products that they have already designed and will try to find the right company to market and
   manufacture the product. Simplistic Labyrinth Design Studio will leverage their competitive
   advantages of imagination and expertise to gain market share. Profitability will be reached by
   the fourth month (although profitable months might be surrounded by unprofitable months, a
   function of the revenue cycle for this type of business) and year three is projected to bring
   $11,000 of profit.



2.0 Situation Analysis

   Simplistic Labyrinth Design Studio has begun operations and has been well received. Marketing
   is now critical for success and future profitability. The studio offers a wide range of prototyping
   services for outdoor products. The basic market need is a flexible design studio to generate fresh,
   new product designs.



2.1 Market Summary

   Simplistic Labyrinth possesses good information about the market and knows a great deal about
   the common attributes of our most prized and loyal customers. Simplistic Labyrinth will leverage
   this information to better understand who is served, their specific needs, and how Simplistic
   Labyrinth can better communicate with them.




                                                                                               Page 1
                                  Simplistic Labyrinth Design Studio



                                              Target Markets




                                                                                    Manufacturers
                                                                                    Entrepreneurs




     Table 2.1: Target Market Forecast

      Target Market Forecast
      Potential Customers            Growth       2001     2002     2003     2004         2005       CAGR
      Manufacturers                      9%      1,245    1,357    1,479    1,612        1,757       8.99%
      Entrepreneurs                     10%     12,455   13,701   15,071   16,578       18,236      10.00%
      Total                           9.91%     13,700   15,058   16,550   18,190       19,993       9.91%




2.1.1 Market Demographics

  The profile for Simplistic Labyrinth customers consists of the following geographic and
  demographic factors:

  Geographics

      • The immediate geographic area is the city of Portland, OR (and Vancouver, WA) with a
        population of well over one million people.
      • A 100 mile geographic area is in need of our services.
      • The geographic area can be enlarged to the entire country utilizing currently available
        technology which would allow Simplistic Labyrinth to serve any customer in the country.

  Demographics

      • Outdoor company with over $500,000 in sales a year.
      • An entrepreneur with at least $75,000 to bring a design to market.
      • Larger outdoor companies such as R.E.I or L.L. Bean who are in need of a design for their
        private label goods.
      • The company is either too small to have their own in-house design studio, or too large to
        juggle small projects.




                                                                                                    Page 2
                            Simplistic Labyrinth Design Studio


2.1.2 Market Needs

  Simplistic Labyrinth is providing customers with a flexible prototyping design studio. Simplistic
  seeks to fulfill the following benefits that are important to their customers:

      • Selection. Simplistic offers a wide range of products and services, the only limit to
        selection is the customer's imagination.
      • Accessibility. Simplistic operates out of their Portland-based space, but can ship
        anywhere, as well as provide services to customers throughout the United States.
      • Customer Service. The customer will be impressed with the level of attention that they
        receive.
      • Competitive Pricing. Simplistic's pricing structure is on par with other design studios.



2.1.3 Market Trends

  The market trend for outdoor product manufacturers is outsourcing design and production work.
  This trend is in response to the need to reduce overhead and up-front capital costs. This trend
  can be successful if the company is careful in choosing a quality design studio to design their
  product. Additionally, the company must be very watchful with the contacted producer to ensure
  that the goods are being made at the desired specifications.

  By following the trend of outsourcing, companies are able to have a larger product offering
  without the traditional capital costs associated with the larger product line.




                                     Market Forecast


     20,000

     18,000

     16,000

     14,000

     12,000

     10,000
                                                                                 Manufacturers
                                                                                 Entrepreneurs
      8,000

      6,000

      4,000

      2,000

         0
            
								
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