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Green Sleigh_e-Business project

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  • 1. Barbara Cortez Connor Clarke Sofía Díaz John O’Rourke
  • 2. Yes – We’re solving an issue of great need – snow sleds for the Irish market.
  • 3.  7.6 days avg. of good-heavy snowfall over the past 8 years.  Recognised a want to play in the snow.  Our survey shows that 95% of people that would buy a sled would not know where to get one. 50% said the internet.  Lack of Competition.
  • 4.  Link Phoenix Park http://www.youtube.com/watch?v=yc7wu6 syzl8&feature=related  Link Dublin Mountains http://www.youtube.com/watch?v=y0zMw- KV00g  Link Bushy Park http://www.youtube.com/watch?v=iJIeSQIJV KE&feature=related
  • 5. ● No specific retailers selling sleds in Ireland ● Several UK web sites selling sleds from abroad ● Clients subjected to: ● - Working delivery business days associated with the companies ● - Additional distribution costs ● - Exchange rates
  • 6. Advantages for the company: ● Domestic sales ● Savings in logistics and distribution costs ● More favorable prices ● No exchange rates applied
  • 7.  Distribution and Sales Channels ◦ Sell and deliver directly ◦ Look to expansion if successful
  • 8.  Distribution and Sales Channels ◦ Sell and deliver directly ◦ Look to expansion if successful Survey results 0 10 20 30 40 50 Great Outdoors Internet Smyth's Tesco Where to buy...
  • 9. 0 5 10 15 20 25 30 35 40 45 €5-12 €13-15 €16-20 Price Survey results
  • 10.  Product Pricing and Positioning ◦ 3 Models offered ◦ Manufacturer based in Shanghai ◦ €6 €13.50 €23
  • 11.  Meet need of snow sleds  Quick and free delivery  Simple, easy to use website  10% ROI after 1 year  Introduce company to market  Generate new customers
  • 12.  Other Retailers  Expanded markets  Line width expansion
  • 13. Classify our potential customers following a series of features: ● Family type ● Lifestyle ● Geographical area ● Buying habits
  • 14. 40.5 41 41.5 42 42.5 Male Female Gender 0 20 40 60 80 100 Under 25 26-35 36+ Age
  • 15. Families with children Market segmentation:
  • 16. Income level Social Class Nº family members and age Families with children Market segmentation:
  • 17. Families with children Youths (13-21) Market segmentation: Income level Social Class Nº family members and age
  • 18. Families with children Youths (13-21) Married or engaged (22-40) Market segmentation: Income level Social Class Nº family members and age
  • 19. 2 groups: - Use the product as an alternative to other activities - Regulary practice some form of sport Enjoy sports and outdoor activities Yes No 0 10 20 30 40 50 60 70 Have you sledded before? Survey results
  • 20. Target market divided into 2 groups: Focus on the particular areas our product can be used
  • 21. Target market divided into 2 groups: Focus on the particular areas our product can be used Living in the countryside Living in urban areas
  • 22. Target market divided into 2 groups: Focus on the particular areas our product can be used Living in the countryside Living in urban areas
  • 23. Regular internet users, especially to buy online - Customers that use new technologies on a regular basis, especially internet - Customers accostumed and willing to recieve information over the internet, through social network or e-mail.
  • 24. 0 10 20 30 40 50 60 70 80 90 Yes No Bought Online Before?
  • 25. ...As the only one in Ireland. ... will be called...
  • 26. ...As the only one in Ireland. ... will be called...
  • 27. Advertising Signs
  • 28. Billboards
  • 29. Newspaper ads
  • 30. Street marketing actions
  • 31. o Website design & Web analytics  e-commerce services, such as a virtual product catalogue and payment services.  We will also have interactive content on the site such as videos of people using our products, top 20 locations in Dublin/Ireland to use our products and online competitions integrated with Facebook.  We´ll be able to analyse the traffic of our website to adapt it to our customers needs through the Google Analytics tool.
  • 32. o E-mailing campaigns o Social Network strategy:  Facebook: a) Segmented advertisements will be offered trough Facebook b) We´ll establish a company profile on the site which users can ‘like’. This allows them to receive regular updates from us  Youtube: it will allow us to spread viral marketing campaigns
  • 33. o SEO and SEM tactics  Google Adwords: is the method of advertising within search engine results. Google AdWords ads are four lines in length, which are differentiated from the natural search results by their placement on the right.
  • 34.  Google Adsense: AdSense ads will also be useful to the company, as they appear on third party sites depending on the content – sites with phrases such as ‘snow’, ‘Christmas’ or ‘sleds’ will display our advertisements.
  • 35. •Finance to be secured through personal loans and savings Premises € Rent 1,200 Insurance 300 Elec., L&H 172.22 Subtotal 2,072.22 Marketing € Billboards 800 Flyers 100 Event Costs 1,000 Online ads 500 Subtotal 2,400 Van € Rental 1,676.08 Insurance 1,125 Fuel 200 Motor Tax 173 Subtotal 3,174.08 Purchases € Model A 655.55 Model B 1,091.66 Model C 2,547.22 Shipping 1,118.10 Customs 580 Subtotal 5,992.53Total 13,638.83
  • 36. €- €5,000.00 €10,000.00 €15,000.00 €20,000.00 €25,000.00 Year 1 Year 2 Income Vs. Expenditure Total Expenditure Total Income
  • 37. -€12,000.00 -€10,000.00 -€8,000.00 -€6,000.00 -€4,000.00 -€2,000.00 €- €2,000.00 Year 1 Year 2 Net Profit
  • 38. Thanks for your attention Any questions?

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