2. 2
EXECUTIVE SUMMARY
1. BUSINESS IDEA ……………………3
2. WHY SHIPPING MARKET ……………………4
3. FIRST STEPS AND GOALS ……………………5
4. BRAND STRATEGY ……………………6
5. FINANCIAL ……………………7
6. THE TEAM ……………………10
3. 3
BUSINESS IDEA
Reverse Container is the first
worldwide online outlet that
provides business to business sales
services in the container-
shipping industry. As a liaison, we provide
a solution for failed transactions,
improving efficiency, transparency and
effectiveness in the shipping markets.
We are a company specialized in
failed transactions management
throughout the shipping markets, focused
on goods transported in containers. We
act as an intermediary, helping those
sellers, whose counterparty has not lived
up to its contractual obligations, finding
potential buyers for those goods.
Through our website
www.reversecontainer.com clients will
be able to sell and also buy all types of
containers with their goods at fair prices.
We try to find a solution for those
companies dealing with containers that
become stuck in any of the transitional
statuses.
We are convinced that the company is
going to be profitable since the first year. In
this way, we will become one of the most
important companies in the sector within the
next 3 years.
Considering relatively low levels of
funding requirements, the big size of the
shipping industry and its growth potential,
after 5 years we will have been able to
develop a sustainable and innovative
business, capable of leading the market.
4. 4
Our business activity
is directly related to the
global shipping market. The
world relies on ships to move
its international trade. In fact
around 80% of all
internationally traded goods
are carried by a ship. Shipping
by sea is the most cost effective,
efficient and environmentally
friendly option for most cargo.
There are approximately 6.000
ships carrying more than 20
million containers every day.
Annually over 10 billion tonnes
of cargo are shipped
worldwide, with an estimated
trading volume of $14 billion.
In order to understand
Reverse’s Business, it should be
pointed out that failed
transactions in goods
transported in containers
constitute roughly 11% of the
total –based on information
provided by the agents
involved in this industry-.
There are many different types
of problems that can cause an
issue in a shipping trade and
that’s the main reason why
Reverse was established.
Frequently the source is
not reliable and the different
agents invloved in the sector
can spread biased information
to protect their interests in a
non-regulated market. In
addition, there are different
kinds of commissions,
depending on the context,
which make the situation even
more complicated. Due to
these inefficiencies, the client
who is trying to sell back the
goods in the market, never
knows with certainty the exact
selling price. Therefore calling
attention to the seller’s lack of
control of the trade.
Our principal purpose is
to delete such inefficiencies,
offering:
1. Clear and transparent
information
2. Accessible and Visible
prices
3. Fixed fees and
commissions
established in advance
Reverse provides
innovation to the maritime
commerce as we use an
online marketplace to
address the failed
transactions problem.
Technology allows us to
enhance transparency,
efficiency and effectiveness
of such operations. Our
combining technology and
content will allow us to place
our services as the most
suitable marketplace where
both exporters and
importers trade on a daily
basis.
The Businnes
Intelligence Development as
well as our offer of
additional services, make us
the cheapest, fastest and
most efficient option for
customers Our main
competitive advantage is
focused on information
management. With the
current market conditions,
the information flow related
to failed transactions doesn’t
work as it should.
WHY SHIPPING MARKET
5. 5
The business idea proposed by
our company will be subject to a
validation process during the second
half of 2016. In this period we will be
launching the website which constitutes
the cornerstone of the project, where
our customers will be able to trade
their goods and also benefit from other
value-added services we will offer
(logistics, legal advice, etc).
After this period, we will
measure and reconsider the initial
business idea based on customers
feedback and their requirements, then,
in January 2017 a second commercial
impact will take place so that new goals
will be explained and external funding
via new partners will be consider.
FIRST STEPS AND GOALS
As we aim to work hard to
further strengthen our business
relationship with other companies, new
agreements will be encouraged, thereby
progressively, building a new range of
clients in our portfolio. Subsequently
we will be able to offer containers on a
daily basis.
Eventually, our company will
focus on setting up a board, accessible
for all the agents in the sector (brokers,
traders, importers, exporters, insurance
companies, customs agents, ports, etc).
As such, we will provide
confidence and accuracy in the
transactions during the whole sale
process throughout the website.
6. 6
Initially, our business is based on
strategic alliances. These alliances will
prove to be the quickest way to expand our
company into the market. At present we
have achieved enough alliances to launch
our digital platform full of contents. In
addition, we are currently working to
strengthen these partnerships and looking
for potential new affiliations.
The first public presentation of tis
project took place in March 2016 in Seville.
Further events will take place in Algeciras,
Valencia, Gibraltar and Hamburg around
May and June 2016.
As a digital company, it is essential
to build a strong social-media network
presence. We will focus most of our efforts
on LinkedIn, Twitter, Youtube, etc… in
order to cover the following features of the
company:
Marketing and branding, external
communication, mailing campaigns, events
divulgation, share useful knowledge of the
sector and relevant news to the media,
offers, promotions, networking and
website visibility.
These channels are the most direct
way to connect with professionals of the
sector and build a powerful network. We
will upload explainer videos showing how
the website works and how easy is to use
the platform.
BRAND STRATEGY
7. 7
During the business validation
period (second half of 2016) funding will
be provided by the founding members.
Not only an initial investment of 30,000
euros, but also their skills, abilities and all
efforts will be invested as a requirement
to try to build a successful company.
Thanks to the different and
suitable profiles of the team, it is our
intention to be in charge of the following
areas as early as the initial stages of this
proyect. B2B website management,
Institutional Relations, Marketing &
Branding, Operations and Legal area.
FINANCIAL PROJECTIONS, GROWTH POTENTIAL
AND FUNDING REQUIREMENTS
Our main purpose is to build up a
business with relatively low financing
needs and being able to reach an internal
rate of return for investors close to
30% (IRR) in a 4-year short term period.
In the first six months, during the
validation period, the company is
expected to be able to generate positive
economic outcomes and also build a
stable customer portfolio. In this way, and
according to our forecasts, in 2017, the
initial amount of funding required
would be 120,000€. Revenues for the
first year are estimated to be 665,000€,
with a net income of aproximately
100,000€.
These figures are expected to
increase in the following years as shown
in the table below.
Target Market 5,000,000,000 €
(11% of total)
2017 2018 2019 2020 2021
Market share 0,25% 0,50% 0,70% 0,90% 1,20%
Fee 5% 5% 5% 5% 5%
Revenues 665,000 € 1,330,000 € 1,860,000 € 2,400,000 € 3,000,000 €
8. 8
Revenue calculations are based on a geographical and Industrial segmentation. (5%
commission will apply per transaction)
Geographical : Algeciras and Valencia as the most representative ports in Spain.
Industrial : Semi-manufactured goods, capital goods and food as Export Industries with
highest turnover rates.
(Source: ICEX)
The following figure shows how the net income growth is much higher than the revenues
increase, as the costs rise at a slower pace.
EBIT Revenues (Thousands of €)
9. 9
Investment: Mainly in Marketing & Branding during the first year as well as in
development and maintenance of the website. Then, Investments in technology will
decrease, while online marketing costs will grow gradually.
Debt: External financing is needed the first two years. Thereafter, will not be essential, as
revenues will be the only source of funding.
10. 10
THE TEAM
Strategy & Alliances
Luis González Mira
Executive MBA at EOI Business
School, Bachelor's degree in
humanities and law from the
University of Seville, entrepreneur
and lecturer. It combines extensive
experience in the public and
private sector to develop business
projects with high economic
performance. Interested in
disruptive business models and
Lean manufacturing, is a founding
partner of Reverse Container,
developing institutional and
commercial relations of the
company as well as traceability and
planning on growing it.
Operations
Miguel García Lumeras
Bachelor’s degree in Business
Management and Administration at
Pablo de Olavide University, Seville,
Master in Finance CUNEF, Madrid.
His work experience in the banking
sector has helped him develop
different abilities and skills. He has
worked as customer advisor in
Triodos Bank, Risk Analyst at
Banco Popular and as Broker in
London, where he currently lives.
Proactive and self-motivated, his
financial profile and knowledge of
brokerage services, make him a key
player in Reverse.
11. 11
Technology
Joaquín López Lérida
PhD Telecommunications Engineer at
Stanford University. Dedicated to the
development of digital businesses,
particularly focused on applying Lean
methodologies. At present CEO at Be
Lean Up and partner at Kolokium.
Additionally, professor of subjects
related to digital economy such as
technology, development of
products/services, customer
development, digital marketing ,
SEO/SEM, etc, at EOI, International
University of Andalusia, University
Alfonso X El Sabio and speaker at
several institutions. Involved actively
or through the Board of Directors at
several startups and new companies of
different sectors. Director of the
regional chapter of TED initiative at
Seville, Spain (TEDxSevilla) and VP of
Andalusian chapter of Keiretsu Forum.
Sales & Marketing
Guillermo León Bravo
Telecommunications Engineer at
University of Seville and Executive
MBA at EOI Business School, has
focused his career in the
consultancy, sales and marketing
domain. His experience in different
TIC companies as Business
Development Manager provide a
deep understanding on how
organizations can use Technology
as a key differentiator in the
market. His main role will be the
Sales and Marketing Director
assuring a proper market approach
and a solid sales growth.
Legal
Jorge Sánchez Álvarez
Bachelor´s degree in Law at
University of Oviedo and Master
degree in Tax Law, Jorge is the
international tax director at a
reputable law firm. He is an
specialist in international tax
advice and tax planning, as well as
in business restructuring for MNEs
groups. He is the co-author of
books and manuals on advance
pricing agreements, and on Spanish
holding companies. Jorge is a
regular columnist on international
tax and EU law issues for Spanish
newspapers and magazines, as well
as a frequent lecturer on
conferences both in Spain and
abroad.
