Competitive Advantages
The distinctive competitive advantages which [My Company] brings to this market are: Experience in this market. [I/we] have XXX years of hands-on experience in this industry.
Sophistication in finance and distribution. This results in my being the low cost supplier in these price sensitive markets.
The philosophy of [My Company] is to price not just according to our costs, but also according to what the market will pay.
Our targeted minimum gross profit margin for a category must be XX%.
By pricing to the market, [I/we] will achieve higher sales and therefore increase my buying power. As the amounts of my purchases increase, my per unit costs of shipping decrease and [I/we] will achieve higher discount levels from my suppliers. Through these economies of scale, many items currently on the market can be sold with lower prices, yet a higher net profit.
Product pricing will include a range of quantity discounts as well as an early payment discount. Rather than being strictly regional, [I/we] will expand into the national market.
To control foreign exchange risks, [I/we] will monitor the markets and hedge accordingly. [I/we] will also use overseas bank accounts.
With those companies with which [I/we] have established a relationship or are known to be financially secure, [I/we] will work on a pre-pay basis. This allows me greater discounts.
A level and policy of Capitalization that will allow me to fully address the respective markets with comprehensive marketing and customer service plans.
By keeping my overhead low, [I/we] will be able to funnel my profits back into operations thus avoiding high debt ratios or lost sales opportunities.
A quarterly direct mail campaign directed at both current customers and prospective new customers consisting of an informative newsletter.
A toll-free national 800 number will be used for customer orders and inquiries.
[I/we] will print complete four-color catalogs on a yearly basis. Price lists will be updated as needed. [I/we] intend to be aggressive in trade magazine advertising.
Consideration will also be given to attending trade shows around the country.
With this level of capitalization, should an unexpected downturn occur, [I/we] will be able to continue operations on a positive scale.
Innovation. [I/we] have a history of innovative ideas.
[List your most meaningful ideas and any new ideas you have for the future.]
The distinctive competitive advantages which [My Company] brings to this market are: Experience in this market. [I/we] have XX years of hands on experience in this industry.
Sophistication in management and finance. We are able to run an efficient and lean structure, yet still provide quality service to our clients and customers.
Because of the nature of this industry, we will be able to rent office space in more moderately priced buildings.
As a unique service company, we will be able to keep our margins high, allowing us to provide internal financing for growth possibilities.
A level and policy of Capitalization that will allow [me/us] to fully address the respective markets with comprehensive marketing and customer service plans.
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By keeping my overhead low, [I/we] will be able to funnel my profits back into operations thus avoiding high debt ratios or lost sales opportunities.
Our initial marketing campaign will allow us to book a sufficient amount of business so that we can implement our telephone customer service support program.
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Innovation
[I/we] have a history of innovative ideas.
[List your most meaningful ideas and any new ideas you have for the future.]??Summary Summary
Through [my,our] leadership, [I,we] will be able to reduce overhead as a percentage of sales thereby increasing the amount of profit to be retained in the business. Because of our pricing policy, more people will purchase our merchandise thus increasing the size of the market and we will be increasing our market share. What [My Company] proposes to use are just good solid business sense, economies of scale, and the use of efficient financial techniques. This will allow us the following options:
? ? ? ? ?
Through [my,our] leadership, [I,we] will be able to reduce overhead as a percentage of sales thereby ncreasing the amount of profit to be retained in the business. What [My Company] proposes to use are just good solid business sense, economies of scale, and the use of efficient financial techniques. This will allow us the following options:
? ? ? ?
increase customer service increase advertising expenditures increase profits
increase selection of services offered increase service increase advertising reduce prices increase profits increase selection
This plan will give us tremendous flexibility to use any of these options or a mix of them to effectively attack our target markets and meet our long term goals. This combination of experience,
sophistication, capitalization and innovation will assist [My Company] as it strives to reach its sales, profit and return objectives.
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Pricing
Before [I/we] set the price for my complex widgets, [I/we] determined on a unit basis what my costs were going to be. [I/we] then determined what the market price was for the normal widget. At this price it was determined that for all but the lowest sales projections, this product would turn a profit at this price. However, since our complex widgets offer additional features, we felt that we could price it approximately 50% above simple widgets.
To test this price, we called a database of 50 large users of simple widgets. We first questioned them about the desirability of our extra features and then asked them directly if this price would be
acceptable if such a product were available. We found that 75% of those polled would be interested in this product. Of this 75%, we received 10 firm orders representing approximately 30% of this group.
OR:
We have determined that the market price is $ XX per unit. This will equal a margin of XX%.
OR:
Our unit cost has been figured at $XX. We need a margin of XX% to pay our overhead and earn a sufficient profit. Therefore, our selling price will be $XX.
Before [I/we] set the price for our [service], [I/we] forecast what our fixed monthly costs were going to be. [I/we] then determined what the market rate for comparable services were. At this rate it was determined that for all but the lowest billing projections, this [Service] would turn a profit at this rate. [Optional, if applicable]
However, since our service is unique and demands a higher level of expertise, we felt that we should bill above other comparable rates.
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Specific Markets
Market #1
General History
The first widget was introduced into the market in 1036. Widgets remained much as the original
th
production until well into the 20 century when computer modeling showed that there could be some enhancements made to the basic widget. The market for widgets has been generally steady with market growth closely following the typical population growth. At this time there are approximately 1,500 companies worldwide making comparable simple widgets.
Lawn care companies have enjoyed a period of steady growth over the past twenty years. This
demand is due to many factors, not the least of which is the advance of lawn care technology. In our proposed marketing area, there are 25 lawn care services.
Entry Strategy
Our widget has been designed by the latest in computer aided design. We are able to manufacture our complex widgets on computer driven assembly lines using the latest in robotics manufacturing. This gives us a tremendous price advantage.
We intend to market our complex widget through all the normal channels available to simple widgets. These include retail, wholesale, and OEM. To penetrate this market efficiently and swiftly, we intend to initially use commission sales representatives strategically located throughout the USA. We also will start a national advertising campaign targeting the end user in various national publications and on national TV commercials.
Our sales representatives will be chosen based on their own experience in the marketplace. It is our intention to hire the best and the brightest among those currently available. Our marketing tests included many of the reps we initially would like to hire.
Over the past few years, we have noticed an increase in demand for full lawn care services - not just grass cutting and snow removal. Our computerized office allows us to track our clients needs and schedule house calls on one hours notice.
We intend to attack this market very aggressively through the use of:
1. A pool of 10 telemarketers.
2. House-to-house visits to neighbors of present clients. 3. Advertisements in upscale magazines. 4. Radio advertisements on weekends.
5. Sales calls on real estate management companies.
As we are offering a unique service, informing the public of our capabilities is of utmost importance.
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