Launching new ventures course.Business concept proposal

1. Mouse Pedal:
Design and
development of
integral solutions
to support the
productive
participation of
people with
disabilities in the
workplace
(LATAM).
Contact: Jose G. De La Cruz jdelacruz@live.com.mx

2. a. Opportunity (Our Services)
Value proposition
Integral solutions- consulting, service, equipment and technical assistance- of high quality, high technology,
humanely and reasonable price to support the productive participation of people with disabilities in the
workplace.
What product or service are you building? How does it work?
The product offered by my company is a comprehensive solution to people with disabilities who need to be
integrated in the most productive way to a workplace in Latin America (market segment).
Developing, producing & delivering plan
This solution consists of a mixture of various products and services: :
1. Assessing the level of adequacy of the facilities of the company or institution to accommodate persons with disabilities as
productive employees..
2. Designing a proposal to integrate in the short term for people with disabilities to the workplace
a. Modification of content and workflow with the participation of people with disabilities (this may include teleworking).
b. Allocation of equipment or tools ad hoc work for people with disabilities.
3. Changing the physical infrastructure of the company or institution where people with disabilities (access, ramps, travel routes
and bathroom accessories) will work.
4. Technical assistance to representatives of the company or institution during the implementation of the solution.

3. b. Market size
The population of people with disabilities in Latin America (since the business purpose serve the
Latin American market) is 84 million people.
Since there are no precise figures about adults with disabilities in Latin America. We assume (by
observing the proportions of the population pyramid in Latin American countries) that 30% of the
population corresponds to adults who are at a stage of productive life (representing 25.2 million
people).
Unfortunately only one in 10 adults with disabilities have opportunities to work in Latin America
(the other without work). Hence, our business would seek to benefit 22.68 million disabled adults.
However, despite the end user of our services is strictly adults with disabilities, the market
segment that is to attend companies, universities and government institutions have a policy of
social stewardship. This represents an approximate figure of 2 million organizations in Latin
America.
In the first two years of operation our ability allow us to serve only Mexican companies with
facilities in the country.

4. c. Competition
The market aims to meet our company has no direct competition. Since we offer a
comprehensive solution (consulting, equipment supply, construction and maintenance).
Usually any organization (public or private) that requires solutions to adapt to people with
disabilities to work environments have to purchase separate solutions.
d. Value Capture
Capture or protect the value our company will be through the registration of
trademarks and patents in the countries of Latin America that work.
The first step is to register in Mexico our brand and patent (first country to work the
first two years).
The registration of the trademark and patents will do before IMPI (Mexican Institute of
Intellectual Property).
Since we are a service company is patenting the methodology and software used for
system evaluation, design and implementation of our solutions.

5. e. Go-to-market strategy- Marketing mix
Communication
Channels
The channels of communication with the consuming public will be based on the use of the website and
social networks.
Promotions The promotional efforts of our products and services will be made through social networks and sales
representatives visit our company.
Distribution channels
The distribution channel through which our products are sold is sales representatives in several cities in
Latin America
Keeping loyal Customers The strategy to Retain customer loyalty will be based on Maintaining the quality of our products and
services and Ongoing communication through the use of social networking with Customers. A space
will open for customers to express Especially Their shopping experiences and Their perception of
Purchased products.
Growing the Customer
Base The growth strategy of the customer database is based on to climb this business model to other cities
in Latin America.
However, the biggest problem for scaling this business model will be the culture of social and labor
market exclusion that people with disabilities live.
Brand & image
We have determined that our product brand (solutions) is Pedal Mouse. It is thought the brand That
Could Be validated after 6 or 7 weeks With participation in focus group of a select group of buyers and
users in summarised That allow us to brand what is most remarkable distinctive feature (Besides the
quality of our products) which May be worthy to be disseminated to the public.
Business image will be based on the perception by the buying public, to high quality and sustainable
solutions.
Product & Service
Positioning
The positioning strategy for our products will be based on the perception of the customer experience
That Is Expressed in social networks and the continued Presence of our people in companies,
Universities and government.

6. f. Business Model
Design firm,
government,
manufacturing
firm and
associations
that support
people with
disabilities
Design, planning and
development,
purchasing, quality
assurance, process
management
consulting, marketing,
sales and customer
service
Building
Equipment
Software &
hardware
Labor
Materials and finished products (15%), staff (10%), leasing,
energy and telecommunications (10%), marketing, sales and
customer service personnel (10%), consultants (35%),
overhead and profit (20%)
Integral
solutions-
consulting,
service,
equipment and
technical
assistance- of
high quality, high
technology,
humanely and
reasonable price
to support the
productive
participation of
people with
disabilities in the
workplace.
Direct
communication
with customers
trough sellers,
website and
social media
Business,
government
and
educational
institutions
that employ
disabled
people
Sales
representatives
from the same
company
Revenues trough direct sales and patents

7. g. Management team
1. Previous work
Development of business plan for the production and sales of handicrafts
Review and approval of the business plan
Application for building and facilities for the production of handicrafts
Business Analyst
General manager
Marketing & sales manager
2. Human resources management
Receiving, reviewing and approving requests for consulltants whom will produce solutions
Training of consultants on issues related to the business processes
Training of consultants on issues of teamwork and human development
Payment to the consultant for work performed
Human resources manager
Industrial psychologists
Payment responsible
3. Operations management
Making a diagnosis in the company or institution (through a physical visit to the organization and
conducting interviews).
Delivery diagnostic company representatives (for review and discussion).
Preparation of the plan of work for the company or institution.
Redesigning work processes (for the disabled)
Supply of special equipment for people with disabilities.
Installation of special equipment for people with disabilities and modification of physical
infrastructure.
Corrida work plan at the premises of the company or institution.
Monitoring of the implemented solution.
General manager
Operations manager
Consultants
Project leaders
Supply manager
4. Sales
Developing Sales Plan
Manufacture of product catalog in paper
Development of website for catalog
Approval catalog and website
Emailing and mail catalog
Selling process
Business Analyst
General manager
Marketing & sales manager
Secretary

8. h. Traction
The allotted time for the launch of this project is as follows:
Phase Duration Date Observations
Venture plan 2 months July-August 2015 None
Lobbying and negotiation with stakeholders
(government and social associations for
disable people)
1 month September 2015 They conducted a set of meetings with
representatives of the stakeholders in order
to make clear what the scope of the project
and the responsibilities they have in this
project will be.
Obtaining initial investment for the project
(USD 1´800,000) for the first year of operation
2 months October- November 2015 None
Implementation of pilot 1 month December 2015 It will be held in Mexico.
Settings in the project 1 month January 2016 Necessary corrections -a level of production
and sales will be made-to ensure proper
operation of the project.
Scaling-up (phase I) 4 month February- May 2015 To expand the program to 10 cities at
Mexico.
Scaling-up (phase II) 6 month June- November 2016 The program will be implemented in 20
cities at Mexico.

9. i. Growth plan (5 years)
Revenues 2015-2016 2017 2018 2019 2020
Projects produced per year 120 140 200 250 300
New countries for entering Mexico Panama, Guatemala
& Salvador
Colombia, Peru &
Ecuador
Brasil & Uruguay Chile & Argentina
New offices 2 3 3 2 2
Annual sales USD $ 2´400,000 USD $ 2´800,000 USD $ 4´000,000 USD $ 5´000,000 USD $ 6´000,000
Average price per project $ 20,000 $ 20,000 $ 20,000 $ 20,000 $ 20,000
Average cost per project $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000
Profit (before taxes) $ 600,000 $ 700,000 $ 1´000,000 $ 1´250,000 $ 1´500,000
Costs projects 2015 $ 1´800,000 $ 2´100,000 $ 3´000,000 $ 3´750,000 $ 4´500,000
Preliminary (catalogs) 2,500 2,500 2,500 2,500 2,500
Labor $ 600,000 $ 700,000 $ 1´000,000 $ 1´250,000 $ 1´500,000
Materials $ 925,000 $ 1´079,167 $ 1´541,667 $ 1´927,083 $ 2´312,500
Equipment/ energy $ 15,000 $ 17,500 $ 25,000 $ 31,250 $ 37,500
Management $ 140,000 $ 163,333 $ 233,333 $ 291,667 $ 350,000
Sales commissions (5%) $ 120,000 $ 140,000 $ 200,000 $ 250,000 $ 300,000
Total cost $ 1´800,000 $ 2´100,000 $ 3´000,000 $ 3´750,000 $ 4´500,000

10. j. How much money you’re raising and the “use of proceeds”
In this case we would require an investment for starting the business of USD 1´800,000
(amount covering the first year of operation).
Revenues
Projects produced per year 120
Annual sales USD $ 2´400,000
Average price per project $ 20,000
Average cost per project $ 15,000
Profit (before taxes) $ 60,000
Costs projects 2015 $ 1´800,000
Preliminary (catalogs) 2,500
Labor $ 600,000
Materials $ 925,000
Equipment/ energy $ 15,000
Management $ 140,000
Sales commissions (5%) $ 120,000
Total cost $ 1´800,000
Financial source
This amount can be obtained from FOJAL (Jalisco Enterprise Development Fund, a government
institution for financing small businesses in the State). Annual interest rate of 12%. Duration of
credit= 3 years. Guarantees .