Sam & Sam - Green Charcoal Patch
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Sam & Sam aims to lead the natural & organic personal care market with the introduction of the Green Charcoal Patch. The product introduction will focus on a small and unique target audience with the ...

Sam & Sam aims to lead the natural & organic personal care market with the introduction of the Green Charcoal Patch. The product introduction will focus on a small and unique target audience with the intention of diversely and exponentially expanding its market. Sam & Sam believes in distributing high quality products rooted in the value of social and environmental responsibility.

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Sam & Sam - Green Charcoal Patch Document Transcript

  • 1. BUSINESS PLANQortni Williams . Dok Chon . Young Joo Kim . Guy Laufer
  • 2. Sam & Sam believes in distributing high quality products rooted in the value of social and environmental responsibility.
  • 3. GREEN CHARCOAL PATCH Natural healing by green charcoal
  • 4. Sam & Sam, LLCTABLE OF CONTENTS I. EXECUTIVE SUMMARY II. DESCRIPTION OF BUSINESS III. DESCRIPTION OF PRODUCT Product Attributes Product Offering IV. MARKETING PLAN Industry Outlook Strategic planning Customers Demographics & Psycho-graphics Consumer Purchasing Decisions Competition Market Position Key Competitors Market Segmentation Distribution Expasion Plan Advertising & Promotion Advertising Goals Selling Promises Media Plan Public Relations Plan V. LOCATION VI. SUPPLIERS & SOURCE OF MATERIALS
  • 5. Business Plan: Green Charcoal Patch VII. MANAGEMENT VIII. FINANCIAL RECAP & REQUEST Figure 16: Capital Request Figure 17: Funding Re-payment Schedule IX. SUPPORTING DOCUMENTATION Figure 18: Cost Structure Figure 19: Market and Sales Forecast Year 1 Figure 20: Market and Sales Forecast Year 2 Figure 21: Market and Sales Forecast Year 3 Figure 22: Monthly Cash Flow Forecast Year 1 Figure 23: Monthly Cash Flow Forecast Year 2 Figure 24: Income Statements Year 1 Figure 25: Income Statements Year 2 Figure 26: Income Statements Year 3 Figure 27: Balance Sheet Year 1 Figure 28: Balance Sheet Year 2 Figure 29: Break Even Analysis References 5
  • 6. Sam & Sam aims to lead the natural & organic personal care market with the introduction of the Green Charcoal Patch.
  • 7. I. EXECUTIVE SUMMARY
  • 8. Sam & Sam, LLCOUR VISIONSam & Sam aims to lead the natural & organic personal care market with theintroduction of the Green Charcoal Patch. The product introduction will focuson a small and unique target audience with the intention of diversely andexponentially expanding its market. Sam & Sam believes in distributing highquality products rooted in the value of social and environmental responsibility.
  • 9. Business Plan: Green Charcoal PatchBUSINESS OPPORTUNITYCharcoal has a wide variety of healing properties including the ability toheal wounds, scars and treat skin ailments. There are many personal careproducts, which focus on the cosmetic benefits of charcoal. Charcoal enhancedfacemasks, acne treatments, moisturizers and soaps saturate the market. Mostof those products do not address the added health benefits activated charcoalprovides.Charcoal personal care products are extremely popular in the Asian andEuropean markets. In the past, companies have offered these products in theUS market but did not crystallize their target audience or figure out how to selltheir products.Today, skin care has proven to be more resilient in the midst of the US recessionthan other personal care categories. Natural & organic personal care productshave been the bright spot during the recession with an 8.3% sales growth from2010-20111. Following market trends in the united states the introduction ofnew products, like the Green Charcoal Patch, can be the next growth platformin this industry.Sam & Sam offers a charcoal skin patch that fits versatile needs of a moreconscience and sophisticated consumer base. Sam & Sam shares with itscustomers the belief that inasmuch as we enjoy the benefits of nature, we havean overriding responsibility to take care of it.  Sam & Sam shares with its customers the belief that inasmuch as we enjoy the benefits of nature, we have an overriding responsibility to take care of it.1 ICIS Chemical Business, April 19-25 2011, Vol. 277 Issue 14, p28, 9
  • 10. “The rise of the Conscious Consumer will cause a fundamental shift in the way companies do business”
  • 11. II. DESCRIPTION OF BUSINESS
  • 12. Sam & Sam, LLC
  • 13. Business Plan: Green Charcoal PatchDESCRIPTION OF BUSINESSSam & Sam, LLC is a Fair Trade Certified distributor of personal care products.Servicing specialty retailers in a geographical area within a 1,500-mileradius of San Francisco, CA. “The rise of the Conscious Consumer will causea fundamental shift in the way companies do business”2 Reinforcing thisideal Sam & Sam is focused on promoting the sale of innovative, sustainablyproduced products.Supported by a global network of volunteer specialists that include scientists,conservationists, marketing, web, social development, and business expertsSam & Sam is able to support farmers & workers in underdeveloped countriesby linking them to a US customer base.Full business operation will begin within 90 days after securing the requestedfinancing. 2. http://www.fairtradeusa.org/about-fair-trade-usa/mission 13
  • 14. Sam & Sam’s Green Charcoal Patchesleverage the many healing properties of activated charcoal.
  • 15. III. DESCRIPTION OF PRODUCT
  • 16. Sam & Sam, LLCPRODUCT ATTRIBUTESAs detailed in Figure 1: The Benefits of Activated Charcoal there are manyhealth and personal care benefits associated with charcoal. Sam & Sam’s GreenCharcoal Patches leverage the many healing properties of activated charcoal. Figure 1: The Benefits of Activated Charcoal
  • 17. Business Plan: Green Charcoal PatchFigure 2: Charcoal Patch Illustration CharcoalThrough topical application, the adhesive patches use activated charcoal tostimulate circulation of blood to body parts for effective pain relief. Thesecharcoal patches help draw poisons from stings, bites, chemical irritants, burns,and poison ivy as they reduce the burning sensation. See Figure 2: CharcoalPatch Illustration. 17
  • 18. Sam & Sam, LLC VARIETY BOX LARGE BOX VARIETY CASE LARGE CASE Figure 3. Product Pricing
  • 19. Business Plan: Green Charcoal PatchPRODUCT OFFERINGThe Green Charcoal Patch will be produced in multiple sizes - small, mediumand large.At the retail level, the small and medium sizes will be sold together in a varietypack box, and the large, customizable, size will be sold on its own. Each box willinclude 10 patches. The variety box will have 5 small patches and 5 mediumpatches with suggested retail price of $19.50. The large box will have 10 largepatches with a suggested retail price of $35.50. (See Figure 3. Product Pricing)At the wholesale level, the patches will be sold by the case. A case will becomprised of either variety pack boxes or large patch boxes. Each case willinclude 25 boxes. A variety case will be sold for $326.00 & the large case for$570.00. 19
  • 20. Targeting consumers that are highly committed to environmental issues and the larger impact their purchases have.
  • 21. IV. MARKETING PLAN
  • 22. Sam & Sam, LLC
  • 23. Business Plan: Green Charcoal PatchINDUSTRYOutlookSam & Sam is positioning itself in the midst of two growing markets. Thenatural and organic personal care industry has a projected growth rate of 5-8%between 2011-2016 and the camping and equipment supply industry has aprojected annual growth rate of 4-6% per year between 2012-2017. 3Strategic Planning Figure 4. Steep Analysis3. Global Retail Sporting Goods Industry 2012–2017: Trends, Profit, and Forecast Analysis 23
  • 24. Sam & Sam, LLCCUSTOMERSDemographics & Psycho-graphicsThe Sam & Sam customer base is rooted in the outdoor community. There areseveral key demographic & psycho-graphic exemplifiers within the outdoorenthusiast market segment. As illustrated in Figure 5: Demographic Profile themost loyal demographic group is college educated, Caucasians, between theages of 35-44 and that have an income greater than $75,000 per year. Figure 5. Demographic ProfileValue drivers are what divided our core demographic group. These value driverscan be described as:The “Extreme Camper” is a single man, Dan. Dan has a love for the wilderness,sees camping as a hobby, and participates in sporting activities (hiking, biking,fishing) while camping.4 Secondary, subset is comprised of “Family Campers”, the Taskers. The Taskerfamily is amongst the wealthiest group of campers. They see camping as eithera family tradition or an opportunity to explore/introduce children the outdoors.Safety, play areas, and family friendly activities are their key drivers. 4
  • 25. Business Plan: Green Charcoal Patch Dan “ The Extreme Camper” The Tasker’s “Family Campers” (Single Man, 35-44) (Parent, 35-44; Children 5-12) goes camping… goes camping… • 5-7 times per year • mainly in the summer • mainly in the summer • 3-5 times per year • with friends; 74% • as a family; 71% associates camping with… associates camping with… • wilderness • children • being primitive • family • adventure • s’mores4. Special Report on Camping from Outdoor Foundation, 2011. 25
  • 26. Sam & Sam, LLCCONSUMER PURCHASING DECISION PROCESSThe Sam & Sam customer is an educated consumer. They are a custom tohigh quality products in their everyday life and expect the same quality intheir extracurricular life. The Natural Marketing Institute (NMI) identifies thisconsumer with the acronym LOHAS, Lifestyles of Health And Sustainability.The NMI tallies the LOHAS marketplace as covering $290 Billion in annualspending on personal health, natural lifestyles, green building, ecotourism andalternative modes of energy and transportation. The LOHAS market is estimatedto have a 10-15% annual growth rate.6 See Figures 6&7: Natural Personal CareMarket Share & Sales. Natural Care Market Share Figure 6. Natural Personal Care Market Share
  • 27. Business Plan: Green Charcoal Patch Natural Care Market Sales Figure 7. Natural Personal Care Market SalesLOHAS’s value system guides their purchasing decisions. They are frequentlydiscontent with goods & services currently in the marketplace. Consequently,they are often early adopters of products that are environmentally & sociallyconscience. LOHAS consumers are highly committed to environmental issuesand the larger impact their purchases have. This commitment translates intodollars with these consumers willing to pay up to 20% more for products thatare made sustainably.7 6. Molyneux, Maryellen, 2007. The Merging of Natural, Organic and Luxury. Natural Marketing Institute (NMI) 7. Molyneux, Maryellen, 2007. The Merging of Natural, Organic and Luxury. Natural Marketing Institute (NMI) 27
  • 28. Sam & Sam, LLCCOMPETITIONMarket PositionSam & Sam will assume a quality stance in the personal care market. Meaningthat there will be a focus on offering the highest quality products possible.Employing superior standards in ingredients, production, and distributionto fulfill this strategy. Sam & Sam will comfortably place its Green CharcoalPatch price 30% above the industry average because of its commitment tousing natural ingredients and environmentally sustainable production anddistribution. Figure 8: Competitive Comparison
  • 29. Business Plan: Green Charcoal PatchKey CompetitorsSam & Sam’s charcoal patch mostly equally yoked competitor is NeoBiotech’sC-Patch. As seen in Figure 8: Competitive Comparison, the C-Patch offers similarfeatures as the Green Charcoal Patch with activated charcoal ingredient, a fulladhesive application, a variety of sizing options, and a large patch that canbe cut to custom sizes. The C-Patch is sold solely to personal & natural caredistributors & retailer. Strengths - In comparison to the C-Patch the Sam & Sam patch offers customers not only the assurance of the purest ingredients with a chemical free activation process but also sustainably harvested charcoal with an environmentally friendly distribution model. Opportunities - In comparison to C-patch the cost of the Green Charcoal Patch is slightly higher. NeoBiotech sells directly to distributors who have existing marketing and client bases. Sam & Sam will need to focus more heavily on marketing the patch and establishing a consumer base. 6. Molyneux, Maryellen, 2007. The Merging of Natural, Organic and Luxury. Natural Marketing Institute (NMI) 7. Molyneux, Maryellen, 2007. The Merging of Natural, Organic and Luxury. Natural Marketing Institute (NMI) 29
  • 30. Sam & Sam, LLCMARKET SEGMENTATIONSam & Sam’s two primary market segmentations are Extreme Campers & FamilyCampers. Potential customer segments to pursue in the future are ExtremeSports participants & Chronic Acne suffers.As illustrated in Figure 9: Market Segmentation the current customer segmentswill represent 35% & 65% of the sales initially with family campers accountingfor the largest portion of those sales. Potential expansion to natural food storesand e-commerce would increase market share. Figure 9: Market SegmentationNew market segments could become a significant part of sales accounting for15% & 25% of sales. The diversification of segments will help mitigate some ofthe seasonality associated with the campers needs.
  • 31. Business Plan: Green Charcoal Patch 1. PACIFIC 2. MOUNTAIN 3. SOUTHWEST Figure 10: Potential Retailers by RegionDISTRIBUTION EXPANSION PLAN 1st year - REI 28 stores in California 2nd year- REI 28 stores in California 3rd year - REI 50 stores / REI online 5th year - REI 100 stores / REI online Whole Foods (top 30 stores) 31
  • 32. Sam & Sam, LLCADVERTISING & PROMOTIONAdvertising GoalSam & Sam wants people to think of the brand as a maker of truly top qualitypersonal care products, for real athletes. People who buy the Sam & Sam brandinstead of traditional personal care products should feel responsible, safe, andproud for their informed purchasing decision.With a focus on increasing brand awareness, in the first year, advertisingcampaigns will capture 20% of the market in the target cities. Advertisinginitiatives will concentrate on engaging consumers at the store level by highlightproduct quality.Selling Premises Product & Benefit – advertisements will focus on the Green Charcoal Patch by highlighting the natural healing properties of charcoal and the convenience and versatility of using patches. Promises – a means of natural healing and pain relief for minor skin ailments and full transparency of product ingredients and manufacturing processes. Reason why – the porous nature activated charcoal quickly absorbs toxins and provides pain relief. Unique selling proposition – the value in the Green Charcoal Patch lies in its socially and environmentally friendly distribution process. Support – with the endorsement of the Natural & Organic Cosmetic Certifications and partnership with Fair Trade USA will lend creditability to the Sam & Sam selling premises.Media PlanWill focus heavily on web-based media as a means of engaging customers andbrand recognition through banners, blogs and bloggers, and social networking. Additional media support will come through print ads in outdoor magazines,and participation in trade shows.
  • 33. Business Plan: Green Charcoal PatchPublic Relations StrategyCelebrity endorsement and partnership will play a large part in garnering brandrecognition and enthusiasm. Celebrities with like-minded values of social andenvironmental conciseness and passion for an active lifestyle are ideal partners.Jennifer Connelly and her husband Paul Bettany will be the first of thesepartnerships. “ The Hollywood couple are big fans of camping holidays –because the paparazzi refuse to trail them during the “unglamorous” breaks.Bettany said: “Three weeks ago me and my missus and the kids were coveredin mud for three days, because we got rained on from a great height when wewere camping in the White Mountains (in New Hampshire).There’s no comfort, no blow-up beds or anything – you’re just in a tent and youfire up a little Primus to cook your food, and again you have to do that a longway from the tent in case the bear smells the food. Everybody stinks, and you’recold and you’re wet and yet you see things you’d never see from a car or a hotelroom.” To be honest, I’m not sure that he’s really selling camping at its best.” 8. http://www.outandaboutlive.co.uk/Camping/Features/Editorial/Celebrity-Campers/_ch3_ft692_pg1 33
  • 34. With the Pacific region 16% of the population participates in camping.
  • 35. V. LOCATION
  • 36. Sam & Sam, LLC Figure 11: Region Segmentation
  • 37. Business Plan: Green Charcoal PatchLOCATIONThe Pacific region, as shown in Figure 11: Region Segmentation, is the ideallocation to launch the Green Charcoal Patch not only because of its proximityto Sam & Sam head quarters but also because of the regions unique profile.The Pacific region includes California, Washington, Oregon, Hawaii, and Alaska. With the Pacific region 16% of the population participates in camping.9 SeeFigure 12: Annual Camping Outings Annual Outings Figure 12: Annual Camping Outings9. Special Report on Camping from Outdoor Foundation, 2011. 37
  • 38. Ingrained in the Sam & Sam business model is a commitment to natural healing, qualityingredient, and social responsible production.
  • 39. VI. SUPPLIERS & SOURCE OF MATERIALS
  • 40. Sam & Sam, LLC farmers Figure 13: Charcoal Production
  • 41. Business Plan: Green Charcoal PatchSUPPLIERS / SOURCE OF MATERIALSIngrained in the Sam & Sam business model is a commitment to natural healing,quality ingredient, and social responsible production. This vision is translatedthroughout the supply chain. Sam & Sam is ever evolving its business model tolie and promote triple bottom line business practices.Sam & Sam partners with a Brazilian manufacture and serves as its US basedsales and promotional hub. The manufacture specializes in the productionof green charcoal and the use of biodegradable medical grade wraps andadhesives to assemble the charcoal patches. As illustrated in Figure 13:Charcoal Production, Green Charcoal, made from agriculture waste, releasesless and cleaner emissions and without chemical additives. Sam & Sam, in conjunction with, its manufacturing partners and Fair Trade USA to train local farmers in creating charcoal from agricultural waste.Sam & Sam, in conjunction with, its manufacturing partners and Fair Trade USAto train local farmers in creating charcoal from agricultural waste. The selling ofagricultural waste charcoal to the manufacturer creates supplemental incomefor local farmers. 41
  • 42. Sam & Sam, LLC Figures 14: Wood Charcoal Production by Region
  • 43. Business Plan: Green Charcoal PatchIn addition to the economic benefit to the farmers, there is a supplementalenvironmental impact of encouraging green charcoal production. Figures 14&15: Wood Charcoal Production by Region & Country highlights countriesin which wood charcoal is produced. There is a detrimental environmentalimpact from deforestation and CO2 emissions associated with woodcharcoal production. Additionally, the leading cause of death in childrenin underdeveloped countries is acute respiratory disease often caused byprolonged exposure to CO2.10Brazil has one of the highest production rates of wood charcoal. Learning anduse of green charcoal in Brazil will have a large impact. Production by Counrty Figures 15: Wood Charcoal Production by Country10. Acute respiratory infections are the leading cause of death in children in developing countries. http://www.ncbi.nlm.nih.gov/pubmed/3946732 43
  • 44. “When people go to work, they shouldn’t have to leave their hearts at home.” --Betty Bender
  • 45. VII. MANAGEMENT
  • 46. Sam & Sam, LLCSAM (GUY) LAUFER – Finance Director & Co-FounderSam Laufer is co-founder of Sam & Sam corp. with Sam Kim. Laufer directsoverall management plans, including advertising, legal documentation andcontract with business partners.Sam Laufer is a ditigal advertising professional. Laufer’s diverse experience in5 years of digital professional fostered his expertise that include consultingstartup businesses, rebranding for web, marketing and web design. Laufer hasan MPS in Design Management from Pratt Institute and graduated from BezalelAcademy in Jerusalem with BA in Visual Communication.SAM (YOUNG) KIM - Director of Management & Co-FounderSam (Young) Kim is co-founders of Sam & Sam, LLC along with Sam Laufer.Kim directs the overall management plans, including human resources andaccounting as well as managing partnerships with legal teams and new retailpartners.Sam Kim is a design and branding professional. Kim’s diverse experience in 10years of branding professional fostered her expertise that include consultingstartup businesses, rebranding, positioning, marketing direction and creativedesign. Kim has an MPS in Design Management from Pratt Institute and a BA inVisual Multimedia Design from Konkuk University in Korea.
  • 47. Business Plan: Green Charcoal PatchDOK CHON - Marketing DirectorDok Chon oversees all the firm’s marketing and communications efforts,including public relations, marketing to prospective Advisor partners, ongoingcommunications to Advisors, and developing investor materials, such asbrochures, fact sheets and articles.Dok also consults regularly with Advisors, helping them address marketingchallenges such as branding/rebranding Sam & Sam’s practice, communicatingSam & Sam’s value and target marketing. Dok has an MPS in DesignManagement from Pratt Institute. She graduated from Pratt Institute with BA inVisual CommunicationsQORTNI WILLIAMS - Director of Business DevelopmentQortni serves as the companies Director of Business Development. Asdirector of product development and client relations she plays a key role insupporting ongoing efforts to maintain environmentally and socially responsiblebusiness practices through transparent production/distribution and strategicpartnerships.Qortni is a design and entrepreneurial professional. Her 10+ years of experiencefostered her diverse expertise that include strategic design of emerging brands,creative direction, training, and project management. She has studied InteriorDesign at Parsons New School for Design, has a BA in Fashion Design andMerchandising from Clark Atlanta University and recently completed a MPS inDesign Management at Pratt Institute. 47
  • 48. Overall, Sam & Sam is offering potential investors both and intrinsically and financial rich investment.
  • 49. VIII. FINANCIAL RECAP & REQUEST
  • 50. Sam & Sam, LLC Figures 16: Capital Request
  • 51. Business Plan: Green Charcoal PatchFINANCIAL RECAP & REQUESTOverall, Sam & Sam is offering potential investors both and intrinsically and financialrich investment. In the next five years the business is expected to expand at agrowth rate between 18-22% annually. Investors will receive a minimum return of1.8 times their investment over in 6 years. Other key financial highlights included: Product Mix • Selling rate of variety cases to large cases is 5:8 • Average of 995 cases a year; 24,875 boxes for the first 3 years Expansion • expansion rate between 25-37% annually • entering an average of 27 new doors each yearSam & Sam is requesting a single $703,626 initial investment to supplement theco-founders and other lenders. Please refer the supporting documentation sectionsof this plan for detailed financial forecast. Investors will receive a minimum return of 1.8 times their investment over in 6 years. 51
  • 52. Sam & Sam, LLC Business Plan: Green Charcoal PatchFigure 17: Funding Re-Payment Schedule
  • 53. Figure 18: Cost Struture 53
  • 54. IX. SUPPORTINGDOCUMENTATION
  • 55. Sam & Sam, LLC Business Plan: Green Charcoal Patch Figure 19: Market and Sales Forecast Year 1
  • 56. Figure 20: Market and Sales Forecast Year 2 57
  • 57. Sam & Sam, LLC Business Plan: Green Charcoal Patch Figure 21: Market and Sales Forecast Year 3
  • 58. Figure 22: Monthly Cash Flow Forecast Year 1 59
  • 59. Sam & Sam, LLC Business Plan: Green Charcoal Patch Figure 23: Monthly Cash Flow Forecast Year 2
  • 60. Figure 24: Income Statements Year 1 61
  • 61. Sam & Sam, LLC Business Plan: Green Charcoal Patch Figure 25: Income Statements Year 2
  • 62. Figure 26: Income Statements Year 3 63
  • 63. Sam & Sam, LLC Figure 27: Balance Sheet Year 1 Figure 28: Balance Sheet Year 2
  • 64. Business Plan: Green Charcoal PatchFigure 29: Break Even Analysis 65
  • 65. Sam & Sam, LLCREFERENCES1. A. Thrash, M.D. and C. Thrash, M. D., Charcoal, Family Health Publications,LLC, 19882. United States Patent: No. 322,664 / No. 2,690,415 / No. 6,660,901 B23. Charcoal remedieshttp://www.charcoalremedies.com/charcoal_stories/2011-1http://www.buyactivatedcharcoal.com/health_conditionshttp://www.buyactivatedcharcoal.com/product/c-patch_pain_patch4. Charcoal production and use: world country statistics and global trendshttp://www.charcoalproject.org/wp-content/uploads/2011/08/1_Ghilardi_Steierer_Global_stats.pdf5. Green business:http://www.englehartconsulting.com/6. Green Charcoal Process:http://www.biochar-international.org/Pronaturahttp://www.green-charcoal.com/7. Sustainable charcoal production in Brazil - FAOhttp://www.fao.org/docrep/012/i1321e/i1321e04.pdf8. “Amy Smith shares simple, lifesaving design at TED.comhttp://www.ted.com/talks/amy_smith_shares_simple_lifesaving_design.html9. Environmental Impacts of Charcoal Production in Tropical Ecosystems of theWorldhttp://www.charcoalproject.org/resources10. Charcoal Production in Brazil: Does it pass the sustainability test?http://www.charcoalproject.org/resources11. Special Report on Camping 2011: Global Retail Sporting Goods Industry2012–2017: Trends, Profit, and Forecast Analysishttp://www.reportlinker.com/p0934914/Global-Retail-Sporting-Goods-Industry-Trends-Profit-and-Forecast-Analysis.html
  • 66. Business Plan: Green Charcoal Patch12. NBJ’s Future of the Natural & Organic Personal Care Industryhttps://www.google.com/search?q=+NBJ%E2%80%99s+Future+of+the+Natural+%26+Organic+Personal+Care+Industry&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a13. Retail store http://www.rei.com/category/450004514. Priority Mail APO/FPO/DPO Large Flat Rate Boxhttps://store.usps.com/store/browse/uspsProductDetailMultiSkuDropDown.jsp?categoryNavIds=catGetMailingShippingSupplies%3asubcatMSS_B%3asubcatMSS_B_Free&categoryNav=false&navAction=push&navCount=31&productId=P_MILI_FRB&categoryId=subcatMSS_B_Free15. Celebrity’s endorsement: http://www.outandaboutlive.co.uk/Camping/Features/Editorial/Celebrity-Campers/_ch3_ft692_pg116. Organizational Structurehttp://www.inc.com/articles/1999/12/16189.html17. Marketing Planhttp://www.quickmba.com/marketing/plan/18. Acute respiratory infections are the leading cause of death in children indeveloping countrieshttp://www.ncbi.nlm.nih.gov/pubmed/3946732 67