Business Plan For Detergents
Business Plan For Detergents
Business Plan For Detergents
New Heights Washing Detergent Business Plan For a Bahamian Manufactured Washing Detergent
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6/18/2010
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY..................................................................................................2 1.1 Background ...................................................................................................................2 1.2 Financial Objectives ......................................................................................................2 1.3 Mission..........................................................................................................................4 1.4 Key Success Factors ......................................................................................................4 2. PRODUCTS ........................................................................................................................6 2.1 New Heights Ecological Laundry Detergent: ...............................................................6 2.2 New Heights Extra Strength Laundry Detergent: ........................................................7 3.1 Market Segmentation ...................................................................................................8 3.2 Target Market Segment Strategy ..................................................................................8 3.3 Competition ................................................................................................................8 4.1 Marketing Strategies.....................................................................................................9 4.2 Marketing Activity .................................................................................................... 11
3. MARKET ANALYSIS.........................................................................................................8
4. MARKETING .....................................................................................................................9
5. RISKS AND REWARDS ................................................................................................... 13 6. MANAGEMENT AND PERSONNEL ........................................................................... 14 7. FINANCIAL FORECAST ................................................................................................ 16 7.1 Forecast Balance Sheet ................................................................................................ 16 7.2 Forecast Statement of Income ..................................................................................... 17 7.3 Forecast Statement of Changes in Shareholders Equity ............................................. 18 7.4 Forecast Statement of Cash Flow ............................................................................... 19 8. ASSUMPTIONS TO FINANCIAL FORECAST .............................................................. 20 8.1 Basis of Operation....................................................................................................... 20 8.2 Key Assumptions Inherent in the Financial Forecast ................................................. 20 9. APPENDICES .................................................................................................................... 26 9.1 Curriculum Vitae of the General Manager ................................................................. 26 9.2 Background of Disabled Persons Organization ......................................................... 30
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1.2 FINANCIAL OBJECTIVES
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Data from the Department of Statistics reveal that imports of dishwashing liquid, liquid washing detergent, washing powder and fabric softener are valued more than sixty-eight million dollars per annum. New Heights aims to have its products capture a 10% share of this market by becoming the first locally based manufacturer and supplier of eco-friendly cleaning products. Initially the company will focus on selling various sizes of laundry washing powder. Over time this product mix will expand to include washing liquids for clothing, washing liquid for dishes and all-purpose household cleaners.
To achieve its sales target, New Heights will closely mimic the offerings of top selling brands. This will reduce consumers anxiety about trying the new brand which when combined with the products attractive pricing will lead to healthy sales turnover.
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INITIAL FUNDING
Amount 54,392 46,355 134,400 32,275 18,435 285,857 40,000 245,598
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Amount 0 20,000
Item Washing Powder Packaging Supplies Operating Expenses Machinery & Equipment Leasehold Improvements Sub-total Less: Contributed Capital Required Financing
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40,000
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60,000 80,000 Leasehold Improvements Machinery & Equipment Operating Expenses
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100,000 120,000 140,000
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Our washing powder will be zip sealed.
Our plastic bags will also indicate the amount of wash loads per bag. This is basically nonexistent for washing powders that are packaged in plastic bags. We have taken the guess work out of measuring washing powder packaged in plastic bags. All of our detergents have a clear indication of the amount of wash loads the consumer can. More importantly, our easy to follow instructions on the back of our packages do not confuse consumers into using more detergent than is needed for a wash load.
There will be a measuring scoop in each plastic bag. This does not exist in washing powder packaged in plastic bags. Many people do not admit that they use too much soap, but apparently most of us are in denial. It is quite natural for all of us to overindulge with detergent. We all want to add in a little more detergent for cleaner and better smelling clothes. As mentioned before, our detergent is super concentrated and has been vigorously tested and retested. This has allowed us to accurately determine the right dosage that is needed to wash different soiled loads. This is why we have included, the correct size measuring scoop, and not an 8oz cup. Just follow the directions for use on the package to find out the dosage that is needed for your soil load.
This makes it easy to properly close and reopen our bags. No more struggling to tie that plastic bag. Just zip seal it shut. Our empty pails will be redeemable for a discount on the next purchase.
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Its time to change your washing habits.
Misusing your detergent brings on too much suds and will lead to mold and mildew in the washer. Not only does it shorten the life expectancy of your washer, but it is also harmful to you and your family. Will you knowingly wear clothing that was washed in something infested with mold and mildew? Would you knowingly dry off with towels that came out of that unhygienic washer? Will you knowingly, allow your family to sleep on bed linen from that polluted machine?
The detergent industry has come a long way since the introduction of the first box of washing powder in 1933. Moreover, the washing machine has drastically evolved over the years. The detergent and the machine continue to get better requiring less water and detergent with each passing year. However, are you still using the same amount of detergent that you learned at an early age? If so, it is time to change now. Not just for your sake, but also for the sake of your family and the environment. Purchasing a pail of New Heights laundry detergent will take your washing to the next level. Youll be glad you did! With each purchase of the New Heights detergent, you will be empowering a person with a disability.
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24 oz. Bag 48 oz. Bag 4 lb. Bag 128 oz. Pail No. of Units 16,848
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10,000 128 oz. Pail 20,000 41,712
The quantity of ecological detergent that we sell weekly will be distributed in various sizes as follows: PRODUCT Pounds of detergent Units Sold 1 gal. Pail 2,808 351 4 lb. Bag 3,478 869 48 oz. Bag 1,863 1,015 24 oz. Bag 3,046 1,242 WEEKLY TOTALS 11,195 3,477
New Heights Ecological Laundry Detergent No. of Units Sold Year 1
Note: Annual figures assume 4 weeks per month for 12 months (48 weeks).
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30,000 4 lb. Bag 40,000 50,000 60,000 48 oz. Bag 48,720 59,616
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70,000 24 oz. Bag
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1 gal. 4 lb. 24 oz. 16 oz. WEEKLY TOTALS
16 oz. Plastic Bag 24 oz. Plastic Bag 64 oz. Pail 128 oz. Pail
10,000
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20,000
The 11,000 lbs. of detergent that we sell weekly will be distributed in various sizes as follows: PRODUCT Pounds of Detergent Units Sold 3,370 4,925 1,895 1,080 11,270 421 1,231 1,264 1,080 3,996
Note: Annual figures assume 4 weeks per month for 12 months (48 weeks).
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New Heights Extra Strength Laundry Detergent No. of Units Sold Year 1
30,000 40,000 50,000 60,000
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70,000
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3.3 COMPETITION
3.2 TARGET MARKET SEGMENT STRATEGY Consumer Products: This is potentially our biggest market. This is an area with a high product turnover, healthy margins and a few players (none of which offer an ecologically friendly solution). We look at the potential in this market as the basis for our growth.
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Industrial Products: Here we are selling both through distributors as well as directly to the ultimate users. Due to the volume of product per order in this category we will be launching this after moving to a larger facility. We know that a marketing effort in this segment will produce sales that could quite possibly bring this segment to an equal level with our consumer market.
Our competitors range from inexpensive Latin American based products such as Ariel to premium priced global juggernauts such as Gain and Tide. Our powders have equal cleaning power to our competitors but at a lower price than the premium global brands. This pricing, combined with our marketing effort and the added benefits of recycling, make us confident that we can take away a sizeable portion of their market share.
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The New Heights initiative has a unique marketing advantage, as we address a social issue faced by persons with disabilities. This advantage comes from increased attention/visibility on empowering, employing and educating persons with disabilities to live productive lives. With the country focused on the community of persons with disabilities, the New Heights initiative will emerge as a beacon of hope and inspiration for persons with disabilities. More importantly, it will be one that is operated, own and manage by the said community. This increase attention being put on the community of persons with disabilities, will catapult our products in the hearts and minds of the Bahamian public, thus leading to increase sales/ purchases.
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My Dear Brother, Best Regards
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We are pleased to say, that all of them, and not some of them, or the majority of them, but all of them have said to us: Once you get your business off the ground, we will be purchasing your products. For example, Mr. & Mrs. Joseph Major (proprietors of J&M appraisers) said in an e-mail the following:
My wife and I are happy to assist. As you already know, we had a beautiful disabled daughter, but she died in September 2006. So we are more than happy to assist. Please stop by the office on Monday for a gift in the amount of $ xxx. And we wish you all success. Further, we will patronize the business venture.
Why is this so? Why is there such a positive response to our products? We have discovered that the average person uses four times (or more) washing detergent than is necessary to clean their clothing.
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4.2 MARKETING ACTIVITY
So we asked those persons who used our samples: How much detergent do they normally use, in their wash load? The majority said about half a cup, which is 4 ounces. So if they normally purchase Gain, they will only get 15.75 wash loads per 40 load box. If its Tide they normally use, they will only get 8.75 wash loads per 40 load box. Some said that they use the full scoop per load. One person even told us that when she washes her white clothing, she uses 2 full scoops per load. Not only is this inefficient but by using so much detergent it is next to impossible, for any washer, to properly rinse the detergent out of your clothing. This remaining, un-rinsed detergent in our clothing is absorbed through our skin. The harmful health effects of this include skin irritation and rashes. Just as, or even more importantly, the excess suds from using too much detergent will pollute our water table. This example illustrates why we feel that education should be a primary thrust of our marketing efforts. It is our goal to teach persons how to properly use their washing detergent. We are not only referring to our detergent, but to all detergents used in our market. We intend to impact the entire Bahamas, one wash load at a time. Even if we are unable to convince everyone to make the switch to using our detergent, we would have at least taught them how to properly use theirs.
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According to Mr. J. Abraham (marketing expert), there are only three ways to grow a business regardless what enterprise you are in: a) Increase your prospects; b) Increase your unit of sales or c) Increase the frequency of purchase.
To increase our prospects, we will utilize radio advertisements and talk shows. For the radio advertisements, we aim to secure airtime during the newscasts, 5 days per week. Our talk show appearances will include television shows , for example, Bahamas @ Sunrise and popular radio shows such as Real Talk Live with Ortland Bodie and Immediate Response with Chrissy Love (to name a few).
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Name Shawn Moree Leslie Miller Dionisio Daguilar Opal Roach Clement Foster Robert Sands
I have read with great interest your letter concerning the proposal for a economic initiative to help those people with disabilities here in the Bahamas by starting a company, Yes We Can Group to provide jobs and security for those people with disabilities. Having known of the fine work that you have done in the past, it is my pleasure on behalf of the Sovereign and Military Order of Malta, to enclose a check in the sum of $xxxx , as a start up business to provide employment opportunities to the disabled in the Bahamas. It sounds to me like you have a winning idea with the "Yes We Can Group", and let me wish you good fortune and great success.
To avoid the pitfalls inherent in inexperienced leadership we have established an advisory board. This board consists of leaders from the fields of commerce, communications and law. Each of these advisors brings with them an abundance of expertise in areas vital to the initial and ongoing success of this enterprise. The advisory board will receive compensation for their assistance in steering New Heights overarching growth mandate. The following persons make up the advisory board:
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Occupation Attorney-at-Law Entrepreneur Entrepreneur Journalist Banker Hotelier
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Salary Per Person Annual Monthly Total $2,900.00 $34,800.00 $2,000.00 $24,000.00 $1,300.00 $15,600.00 $2,560.00 $30,720.00 $1,760.00 $21,120.00 $2,200.00 $26,400.00 $3,520.00 $42,240.00 $1,400.00 $16,800.00 $17,640.00 $ 211,680.00
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NON-CURRENT ASSETS Property plant and equipment, net LIABILITIES AND STOCKHOLDERS' EQUITY CURRENT LIABILITIES Dividend Payable Current portion of bank loan Accrued Liabilities LONG-TERM LIABILITIES Long-term portion of bank loan STOCKHOLDERS' EQUITY Contributed Capital Retained earnings
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10,467 10,467
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166,024 217,818 117,665 175,603 62,631 127,531 72,792 40,000 64,937 104,937 40,000 166,319 206,319 40,000 233,573 273,573 40,000 308,622 348,622 322,755 381,922 401,104 21,414
10,467
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Retained earnings, beginning Net Income Dividends to shareholders Retained earnings, ending
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FINANCING ACTIVITIES Proceeds from loan Payment of principal Payment of dividends Cash and cash equivalents, end of year
Increase in cash and cash equivalents Cash and cash equivalents, beginning of year
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43,373 43,373 103,878 124,185 145,400
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b) Inventory c)
Retailers will have 15 business days to settle their accounts. Consequently, we have estimated an accrual of three weeks of sales revenue outstanding at the end of the year.
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Property, plant and equipment Property Plant & Equip. Item Description Leasehold Improvements Automobiles Office Equipment Computer Equipment Mixing & Filling Apparatus
Inventory represents the stock of unused and unsold washing powder and packaging materials for the year. It is estimated that 10% of units produced during the year will remain in inventory unsold at year end.
The Companys planned capital asset expenditure is forecast to be $50,710. The company intends to use a leased space for the production of the powder. Consequently, these costs relate primarily to machinery for delivery of the product and will be incurred in the first year of operation. These costs are shown below:
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# of Items See detail 2 26 9 12 Item Cost See detail 9,000 See detail See detail See detail
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Task Chairs # 2041 Filing Cabinets # 4dr Legal Task Chairs #055400 Water Cooler Microwave Rolodex Coffeemaker Desk Trays Clock (wall) Small Office size Fridge
# of Items 1 2 6 2 2 2 1 1 1 2 1 4 1
Per Item Cost 1,450.00 650.00 195.00 465.00 400.00 270.00 300.00 130.00 110.00 52.00 75.00 18.00 65.00
Total Cost 1,450.00 1,300.00 1,170.00 930.00 800.00 540.00 300.00 130.00 110.00 104.00 75.00 72.00
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Computer Equipment Detail Description (3) DELL OptiPlex 380 Workstations SETUP FEE (3) Uninterruptible Power Supplies (1) Printer, Scanner, Copy & Fax Machine (1) Wireless Router (1) Network Switch
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65.00 7,046.00
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d) Accrued Liabilities e) Bank Loan f) Share capital g) Revenue
Property and equipment plus any expenses incidental to its acquisition are stated at cost less accumulated depreciation and any accumulated impairment losses. Depreciation is charged so as to write-off the cost or valuation of assets over their estimated useful lives, using the straight-line method. The costs of property, plant and equipment will be depreciated over 6 years.
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This amount represents liabilities resulting from partial completion of work related to Professional Services and utility service bills received and outstanding at year end.
The loan is $245,598 and will be amortized with an interest rate of 13% per annum over five (5) years with total (interest & principal) monthly payments of $5,594.
The initial cash investment of $40,000 will be raised primarily from members of the Disabled Persons Organization.
The revenue projection for Year 1 is based on sales of 166,896 units of Ecological Washing Powder and 191,808 units of Extra Strength Washing Powder. This is the aggregate sales across the different product sizes. For the proceeding years, sales estimates are based on annual sales growth rates of 30% (Year 2) and 5% for years 3 through 5.
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PRODUCT 128 oz. Pail 64 oz. Pail 24 oz. Plastic Bag 16 oz. Plastic Bag Total
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h) Cost of sales
B) ECOLOGICAL WASHING POWDER Revenue Per Fiscal Year Year 2 Year 3 Year 4 $ $ $ 262,610 275,740 289,527 355,178 372,937 391,583 205,209 215,469 226,243 155,777 163,565 171,744 978,774 1,027,711 1,079,097
No. of PRODUCT Units 128 oz. Pail 16,848 41,712 4 lb. Bag 48,720 48 oz. Bag 59,616 24 oz. Bag Total 166,896
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ECOLOGICAL WASHING POWDER: Direct Material Costs (TOTAL) Units sold Powder Landing cost Labels per pail Cost for scoop per unit Cost for box per unit Total Direct Materials Cost 128 oz. Pail 16,848 75,479 53,914 4,380 3,707 1,011 138,491
The major direct costs in running the business are the powder, containers and labor directly attributable in producing and delivering the products.
PRODUCT SIZES 64 oz. 24 oz. Pail Plastic Bag 41,712 48,720 93,435 81,850 91,766 14,616 5,423 4,872 9,177 10,718 2,503 5,846 202,304 117,902
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16 oz. Plastic Bag 59,616 50,077 14,904 4,769 13,115 7,154 90,019
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i) Operating expenses
Salaries
Salaries, professional services and marketing are the dominant operating expenses. These are based on anticipated market values for Year 1. For the remaining years expenses are projected based on their ratio to revenues in Year 1. Fuel costs were estimated to be increasing by 8% per annum.
Salary Per Person Monthly Annual Total $ $ 2,900.00 34,800.00 2,000.00 24,000.00 1,300.00 15,600.00 2,560.00 30,720.00 1,760.00 21,120.00 2,200.00 26,400.00 3,520.00 42,240.00 1,400.00 16,800.00 17,640.00 211,680.00
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Item Description General Manager Office Manager Secretary/Receptionist Driver/Delivery Person Driver/Assistant In-house Inspector Production Staff Sales Person
# of Employees 1 1 1 2 2 2 4 1
Weekly $ 725.00 500.00 325.00 320.00 220.00 275.00 220.00 350.00 2,935.00
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i) Income distribution
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70% of net income will be distributed to shareholders. Of this distribution, 30% will be designated to the DPO with 40% designated for remaining investors.
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EXPERIENCE: EDUCATION: 2004: The Training Centre
Public Speaking
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2002: Continuing Education Dept. - The College of The Bahamas 1991: Graduated RM Bailey Senior High 26
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Introduction to Micro Computers
Nassau, Bahamas
Headed initiative to provide Computer Training for High School Students Targeted a brand New Market Focused on Students Provided Career Consultations Sessions With students and parents Canvassed and made follow-up Cold Calls, as required
Headed initiative to provide Computer Training for High School Students Targeted a brand New Market Focused on Students Provided Career Consultations Sessions With students and parents Canvassed and made follow-up Cold Calls, as required
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Nassau, Bahamas
Nassau, Bahamas
Nassau, Bahamas
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Nassau, Bahamas Nassau, Bahamas
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2000: Toastmasters Club 1600 2001: Toastmasters Club 1600
Bahamas Bahamas Became a Member
Sept 2001 Present: Executive Director and Founder of BACK (Brothers Against Crime and Killing)
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Awarded Toastmaster of the Year Awarded Speaker of the Year
Nassau, Bahamas
BACK is a Programme that focuses on the positive development of young men Our Youth Programme is the first, locally, to focus on Career Training for young men A+ Certification provided Members of BACK - The A+ Certification provides Computer Training, which enables participants to become, Certified Computer Technicians BACK Members also provided with Computer Training which enabled them to obtain their MOS Certification (Microsoft Office Specialist)
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Nassau,
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Nassau,
Nassau, Bahamas
1999 2001: Adolescent Health Center, Shirley Street & School Lane
Volunteer Counsellor
Nassau, Bahamas
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Department of Probation
STRENGTHS INTEREST/HOBBIES
Nassau, Bahamas
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Master at conveying new ideas and concepts to an audience, or providing the relevant information to existing customers and potential customers. Brilliant at helping others to view themselves as a Self-servant and to also see the end result, benefit, and/or advantage that they can expect to receive, once they avail themselves of a particular product or service I am selling. A strong communicator, who exhibits effective Leadership Skills, with a persuasive touch, aimed influencing others to act or to move in a particular or different direction. Committed to the life-long process of learning. In spite of being totally blind in both eyes, I adapt and adjust quickly to new environments. Excellent people and interpersonal skills. Possess and exhibits very strong skills, as it relates to following through with an assignment. Very good at follows-up with existing customers to ensure continual customer loyalty and satisfaction. Very supportive of and also inspires to others to achieve targeted goals A team player, strong Christian values and a Second to none Work Ethics. A believer in the saying Do Unto Others as You Would Expect Others to do Unto You. Skillful at resolving conflict - Also a conflict resolution speaker, targeting youths and young adults.
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Tel: (242) 394-3569 3. Ms. Nadine Hope Tel: (242) 324-7436
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DPO is the only organization in The Bahamas that has membership in the Disabled Peoples International, which is a network of national organizations or assemblies of persons with disabilities. The Organization also has membership in D. P. I. North American and Caribbean Regional Council.
DPO is also one of the founding members of the Disabled Peoples' Organizations of the Caribbean (DPO C.), which was founded in 1997 to promote and advocate for the empowerment of persons with disabilities through social and economic integration throughout their various communities.
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