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SEIZE DISEASE
Business Plan
Seize Disease Co.
Erick Molina, Jeff Reed,
2010
801 N TEXAS BLVD DENTON, TX 76201
Business Plan – Tees for Disease 2010
TABLE OF CONTENTS
1. Executive Summary ................................................................................................................. 4
1.1 Objectives............................................................................................................................ 4
1.2 Mission .................................................................................................................................. 4
1.3 Keys to Success ................................................................................................................... 4
2. Company Summary ................................................................................................................ 4
2.1 Company History / Ownership ......................................................................................... 4
2.2 Company Start-Up Plan .................................................................................................... 4
2.3 Company Locations and Facilities .................................................................................. 5
3. Products ..................................................................................................................................... 5
3.1 Product Description ........................................................................................................... 5
3.2 Competitive Description ................................................................................................... 5
3.3 Sales Literature .................................................................................................................... 5
3.4 Sourcing ............................................................................................................................... 6
3.5 Technology .......................................................................................................................... 6
3.6 Future Products ................................................................................................................... 6
4. Market Analysis ......................................................................................................................... 6
4.1 Market Segmentation........................................................................................................ 6
4.2 Target market Segment Strategy .................................................................................... 7
4.2.1 Market Needs ................................................................................................................ 7
4.2.2 Market Trends ................................................................................................................ 8
4.2.3 Market Growth .............................................................................................................. 8
4.3 Industry Analysis .................................................................................................................. 8
4.3.1 Industry Participants ..................................................................................................... 8
4.3.2 Distribution Patterns ...................................................................................................... 8
4.3.3 Factors of Competition................................................................................................ 8
4.3.4 Main Competitors ......................................................................................................... 8
5. Strategy and Implementation ............................................................................................... 9
Business Plan – Tees for Disease 2010
5.1 Strategy Pyramids ............................................................................................................... 9
5.2 Value Proposition................................................................................................................ 9
5.3 Competitive Edge ............................................................................................................ 10
5.4 Marketing Strategy ........................................................................................................... 10
5.4.1 Positioning Statement ................................................................................................ 10
5.4.2 Pricing Strategy ........................................................................................................... 10
5.4.3 Promotion Strategy..................................................................................................... 10
5.4.4 Marketing Programs ................................................................................................... 10
5.5 Sales Strategy .................................................................................................................... 10
5.5.1 Sales Forecast.............................................................................................................. 10
5.5.2 Sales Programs ............................................................................................................ 10
5.6 Milestones .......................................................................................................................... 10
6. Management Summary........................................................................................................ 11
6.1 Organizational Structure ................................................................................................. 11
6.2 Management Team......................................................................................................... 11
6.3 Management Team Gaps .............................................................................................. 12
6.4 Personnel Plan ................................................................................................................... 12
7. Financial Plan ........................................................................................................................... 12
7.1 Important Assumptions .................................................................................................... 12
7.2 Key Financial Indicators .................................................................................................. 12
7.3 Breakeven Analysis........................................................................................................... 13
7.4 Projected Profit and Loss ................................................................................................. 13
7.5 Projected Cash Flow ........................................................................................................ 13
7.6 Projected Balance Sheet ................................................................................................ 13
7.7 Business Ratios ................................................................................................................... 14
7.8 Long-Term Plan ................................................................................................................. 14
Business Plan – Tees for Disease 2010
1. EXECUTIVE SUMMARY
Our team Seize Disease has a goal to help the fight against HIV/AIDS. We plan on
reaching that goal by developing an e-commerce site that will provide a method for
people across the world to purchase t-shirts that support our fight against HIV/AIDS.
Seize Disease will donate 100% of every dollar receive from the sale of each t-shirt to the
United Nations.
1.1 Objectives
Our objective is to render as much aid as possible while expending as few dollars as
possible with the resources available.
1.2 Mission
Our mission is to have halted by 2015 and begun to reverse the spread of HIV/AIDS
1.3 Keys to Success
To have a solid business plan foundation
Clear vision
Determine to reach our goal
Provide a good product for a good cause
2. COMPANY SUMMARY
Seize Disease is an online retail company that sells t-shirts to support the fight again
AIDS. Its efforts will raise awareness of the HIV/AIDS epidemic around the world and help
reach the United Nation’s End Poverty 2015 Millennium Development Goal to combat
HIV/AIDS, Malaria, and other diseases.
2.1 Company History / Ownership
Seize Disease was founded is owned by Jeff Reed in 2004. When his brother passed
away from complications of AIDS he decided to start a company to fight against the
disease. Seize Disease is currently operated under the management of team Seize
Disease.
2.2 Company Start-Up Plan
Seize Disease start-up costs will be minimal or low in comparison to most start-up
companies. Since we will not be a traditional brick and mortar our costs will be mostly
Business Plan – Tees for Disease 2010
equipment, development and infrastructure costs.
Start-Up Expenses
Web hosting $1,500.00
Development costs $10,000.00
Manufacturing expenses $150,000.00
Legal expenses $5,000.00
Total: $166,500.00
2.3 Company Locations and Facilities
Seize Disease has one small office located in Dallas, TX where we team Seize Disease
meets and manages the company/site. This office is a small facility of 500 sqft; this
minimizes overhead costs, such as utility bills, etc.
3. PRODUCTS
3.1 Product Description
Seize Disease provides a variety of custom designed t-shirts for all ages at an affordable
price of $10 per t-shirt. All t-shirts will be sold through our e-commerce site. We will sell
and market our product predominantly online. We expect and hope to sell our product
to millions of customers around the world.
3.2 Competitive Description
Our customer base will be broad. We will have many designs of t-shirts for all ages and
sizes. Being a non-profit organization we will not have any competitors. Our goal is to sell
as many t-shirts as possible to then donate 100% of those earnings to fight/reverse the
spread of HIV/AIDS.
3.3 Sales Literature
Seize Disease plans not have any hard copy sale literature but do all marketing and
sales online. We believe this will minimize costs and be more efficient. Below is a list
online or electronic means of promoting our mission:
E-Commerce Website
Facebook
Business Plan – Tees for Disease 2010
Twitter
MySpace
Search Engine Optimization
E-Newsletters
3.4 Sourcing
Seize Disease will partner with a clothing manufacture that supports their mission and is
willing to enter in an agreement to make the t-shirts for a cost of $2 (or less) per t-shirt.
Seize Disease will also request donations from organizations and government agencies
(such as Center Of Disease Control) for to support the e-commerce site and staff.
3.5 Technology
Seize Disease will rely highly on technology since all of their sales be through their e-
commerce site. The e-commerce site will be developed Visual Studio 2008 Professional
and coded in C#. The software below will require for the development and
maintenance of the site:
Visual Studio 2008 Professional
Microsoft SQL Server 2005
Microsoft Server 2003 (IIS)
SSL Certificate
3.6 Future Products
Seize Disease mission and plan is simple. There are no future plans to sell other products
besides t-shirts at this time.
4. MARKET ANALYSIS
4.1 Market Segmentation
The t-shirt industry as a whole touches almost every market segment defined with
marketing analysis. Therefore, we will attempt to cover as many of the segments as we
possibly can. Initially we will introduce 10 styles of t-shirts that will entice various market
segments from toddlers to teens to adults. Within each of these three age groups we
will offer male, female, and gender neutral versions of each t-shirt.
Business Plan – Tees for Disease 2010
4.2 Target market Segment Strategy
Although the t-shirt industry touches all walks of life, team Seize Disease feels it is
important to specifically target teenagers within the t-shirt marketplace. Since Seize
Disease will be primarily operated via an e-commerce based website it only makes
since to target the market which utilizes the World Wide Web the most frequently. Since
most teenagers enjoy shopping over the internet and are trendsetters, we will target this
subgroup the most aggressively. A recent survey conducted at 4 different malls in
Dallas, Texas, encompassing 4,000 customers was taken in attempt to discover how
many people wear t-shirts and what their ages were. Here are the numbers.
Percentage of t-shirt wearers
90
80
70
60
50
40 Percentage of t-shirt
30 wearers
20
10
0
Under 25 years 25-40 over 40
old
4.2.1 Market Needs
The teen target market primarily has a need to be encompassed directly within
the latest trends and fashionable attires. Therefore, Seize Disease will focus on
creating a hip line of t-shirts to target the teen desire to be up to date with the
latest fashions.
Business Plan – Tees for Disease 2010
4.2.2 Market Trends
After the devastating earthquake that Haiti has had to endure, today’s teens
have witnessed first-hand what it means to help out your fellow fallen man. With
the spirit of the Good Samaritan increasing in its prominences, today’s teens will
be looking for other ways to help out across the globe. Therefore, Seize Disease
will utilize this trend of giving and put it towards a good cause.
4.2.3 Market Growth
With the overwhelming major of our society leaning towards more casual dress
patterns, and people constantly feeling the need to express themselves through
t-shirts, the t-shirt market has a positive future and will continue to grow. The
Dallas, Texas mall survey involving 4,000 random people calculated that 60-65%
of mall customers were wearing t-shirts. That number should continue to climb.
4.3 Industry Analysis
4.3.1 Industry Participants
Selling t-shirts has become big business and it’s a growing industry on the Internet
where there are already thousands of shops and websites where you can
purchase almost any t-shirt style imaginable. Needless to say the t-shirt business
online has turned into a fierce competitive battle.
4.3.2 Distribution Patterns
Seize Disease will follow the already successful industry distribution model that
has laid the ground work for many of the successful t-shirt companies today. This
pattern will entail the systematic approach of design, print, and ship.
4.3.3 Factors of Competition
The main factors of competition will be price, shipping times, manufacturing
costs, distribution costs, and long standing t-shirt company corporations.
4.3.4 Main Competitors
Cafepress, Snorg Tees, Zazzle, and Busted Tees are all successful companies that
have each had their moments in the sun. But as general rule the competition is
so varied and widely dispersed that getting a definite grasp on industry leaders
can be somewhat of a crapshoot. However, we do not anticipate those pesky t-
shirt launchers to be a part of this group.
Business Plan – Tees for Disease 2010
5. STRATEGY AND IMPLEMENTATION
5.1 Strategy Pyramids
Strategy: To sell t-shirts in various sizes and designs to as many customers as
possible to maximize our earnings and donate 100% to the UN’s AIDS awareness
program.
Tactics: We will advertize online and on government sites, will distribute
pamphlets, and will keep a flat rate for all over designs and sizes.
Program: Website development, Donation, email.
Strategy
Tactics
Programs
5.2 Value Proposition
we are a non-profit company. Our goal is to sell as many t-shirts so that we can donate
100% of our earning to UN’s aids awareness program.
Business Plan – Tees for Disease 2010
5.3 Competitive Edge
We are not competing within our market as we are a non-profit company but our
strategy is to sell as many t-shirts to help solve our goal. For this all our t-shirts, any design
and any size, all cost the same.
5.4 Marketing Strategy
5.4.1 Positioning Statement
Positioning Statement: To sell as many t-shirts so that we can donate 100% of our
earning for a UN’s cause to help prevent AIDS.
5.4.2 Pricing Strategy
Just to make our t-shirts affordable so that any one can buy it, we have kept a
flat rate of $10/each, any design and any size.
5.4.3 Promotion Strategy
Being a non-profit organization we are not offering much promotions. We will be
shipping it for free to any part of the world and might give discount price on very
large orders of 100 t-shirts or more.
5.4.4 Marketing Programs
We plan to market our website online. We will use online social sites like
facebook, twitter and will also use google search engine. Will also publish our
pamphlets in government organizations like UN.
5.5 Sales Strategy
5.5.1 Sales Forecast
We forecast our first quarterly sale to be somewhere around $80,000 and there
by increasing as more people will become aware of our goals and will buy t-shirs
form us.
5.5.2 Sales Programs
Will be done online through our e-commerce website. Some big orders can be
places via phone as well.
5.6 Milestones
We hope to complete all of our milestones (listed below) as schedule but have
prepared a contingency plan for unexpected issues.
Business Plan – Tees for Disease 2010
Business Proposal
Website Design/ Documentation Prototype
Website Prototype
Website Documentation Final Draft
Final Site Version
Website Presentation
6. MANAGEMENT SUMMARY
6.1 Organizational Structure
Founder / CEO Jeff Reed
Snehansh Rojan
CFO & CMO Sati Thapa
CIO &
Erick Graphics
Development Molina
Developer
Designer
TEAM
6.2 Management Team
Team Seize Disease
Jeff Reed Founder & CEO
Snehansh Sati Chief Financial Officer
Erick Molina Chief Information Officer
Rojan Thapa Chief Marketing Officer
Business Plan – Tees for Disease 2010
6.3 Management Team Gaps
Seize Disease is currently seeking developers and graphics designers for the design and
maintenance of the e-commerce site.
6.4 Personnel Plan
The expected pay for the open positions are listed in the table below:
Position Title Salary Job Description
Design, develop, deploy
Sr. Developer $60,000 and maintain e-commerce
site.
Create all company
graphics art logos. Assist in
Graphics Designer $50,000 the design, development
and maintenance of e-
commerce site.
7. FINANCIAL PLAN
7.1 Important Assumptions
Going forward Seize Disease will make the following assumptions:
Donations: We assume that we will have donators support our mission to
help satisfy overhead expenses such as, storage and shipping costs.
Manufacture’s agreement: we assume the manufacture will honor their
agreement and not break their commitment.
Demand: Since our product is not a “demand” from the customer instead
more of a charitable purchase, we rely on the notion that people will see
and agree with our mission to fight HIV/AIDS.
7.2 Key Financial Indicators
Seize Disease is a non-profit organization so our financial indicators are the following:
Sales
Expenses
Assets
Business Plan – Tees for Disease 2010
Funds provided to the UN
7.3 Breakeven Analysis
As a nonprofit, Seize Disease is not profit motivated. Our objective is to render as much
aid as possible while expending as few dollars as possible with the resources available.
Ideally, the goal is to break even; revenues should equal costs.
7.4 Projected Profit and Loss
Because we will donate 100% of our earnings, we will not generate a profit. We want to
avoid making at profit for it may prevent us from not receiving donations/funding
because contributors will feel their support is not needed.
7.5 Projected Cash Flow
Cash Flow Summary
Month Opening Balance Cash Flow Ending Balance
April 112,887 -12,657 110,675
May 110,675 5,323 115,888
June 115,888 4,898 120,111
July 120,111 -2,342 118,732
August 118,732 7,876 125,321
September 125,321 2,356 127,876
7.6 Projected Balance Sheet
Seize Disease
Balance Sheet
April 1, 2010 to May 1, 2011
Assets
Cash $ 55,000.00
Inventory $ 98,765.00
Accounts Receivable $ 13,565.00
Total Assets $ 124,765.00
Liablities
Accounts Payable $ 3,676.00
Notes Payable
Payroll
Total Liabilities $ 3,676.00
Business Plan – Tees for Disease 2010
Equity
Owner’s equity $ -
Total Equity
Total Liabilities & Equities $ 121,565.00
7.7 Business Ratios
• Gross Margin = (Net Income – Cost of Goods Sold) / Net Sales
• Profit Margin = Net Income / Net Sales
• Return on Investment = Net Income / Average Owners’ Equity
• Current Ratio = Current Assets / Current Liabilities
7.8 Long-Term Plan
Our goal is to Have halted by 2015 and begun to reverse the spread of HIV/AIDS. We
plan to have an impact worldwide and continue to fight HIV/AIDS past 2015.
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