EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL




                                             Love2Print Reloaded



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                                             Objective of the project work
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL


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                                             The structure of the project work
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                                             The Italian business experience
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                                             Bayer HealthCare (2006)
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                                             Lufthansa (2006-2008)
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                                             Car dealers of Fiat Group (2007)
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                                             Tucano (2008)
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL



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                                             The challenge (mid 2007)
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL




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                                             The response to the challenge (end 2007)
EMBA 2008 PT PROJECT WORK CAECILI...
Achieved results (mid 2008)
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL




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                                             Approach to the review
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL



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                                             Compare the business plans
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL




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                                             Areas of major improvement
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL

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                                             Reload core parts of the business plan
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                                             Approach to the Reloading
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL




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                                             Reload core parts of the business plan
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                                             Vision, Mission and business objectives
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                                             Vision and Mission Reloaded
EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL



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                                             Abell matrix
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                                             Abell matrix Reloaded
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                                             Enterprise structure
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                                             Enterprise structure Reloaded
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                                             Macro environment
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                                             Macro environment Reloaded
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                                             Macro segmentation Reloaded
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                                             Competitive positioning Reloaded
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                                             Internal analysis (value chain)
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                                             Internal analysis (value chain) Reloaded
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                                             SWOT analysis
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                                             SWOT analysis Reloaded
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                                             Strategy Plan Reloaded
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                                             Reload core parts of the business plan
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                                             The market
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                                             The market Reloaded
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                                             Product
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                                             Product hierarchy
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                                             Product hierarchy Reloaded
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                                             Product range Reloaded
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                                             Price
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Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
Lovetorprint Reloaded - business plan critically analyzed
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Lovetorprint Reloaded - business plan critically analyzed

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a critical analysis of a business plan based on MBA methodology

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Lovetorprint Reloaded - business plan critically analyzed

  1. 1. EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Love2Print Reloaded Author: Caecilie Olive Hechtel Tutor: Prof. Raffaello Balocco 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  2. 2. 2 Objective of the project work EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Review and improve (reload) the LovetoPrint business plan by applying the newly acquired competences. Prove that the LovetoPrint Reloaded would have led to a successful business venture. Problems cannot be solved at the same level of awareness that created them. Albert Einstein 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  3. 3. 3 The structure of the project work EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Italy Germany Project work Compare to the Reference Model and identify areas of improvement Introduce the Describe the Revisit the audience to experience in Business the Germany Plan Reload the Love2Print from the business plan products decision to describing write the the Italian business experience plan to its effects. Share lessons learnt 2006-2007 2008 2009 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  4. 4. 4 The Italian business experience EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL A selection of six success stories describes best Love2Print’s business opportunity. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  5. 5. 5 Bayer HealthCare (2006) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL This 3D counter display accompanied the TV advertising for the launch of the new instant Aspirin®. 500 units have been developed creatively, produced, assembled and delivered to one address. Lead time from first presentation to production: 6 months. Number of visits/ meetings: 3 Click on the image to view the pitch presentation. Slide with a link 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  6. 6. 6 Lufthansa (2006-2008) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Lufthansa was looking for ways to communicate differently than before and welcomed a more pragmatic creativity. Also, they just came from a bad experience with an agency that repeated a project with a competitor. In three years I was able to run 6 different projects with this same customer. All of these were addressed to special business areas such as: - Private jet flyers (250 leather notebooks) - HON members (250 leather notebooks with their name printed on it) - Travel agencies (350 weekly desk agendas with the name of the contact person on each week page and on the cover, different oover for men/ women) - Companies registering online to Star Alliance Company Plus Programme (3.000 notebooks with packaging) This information card has been ordered twice (20.000 units totally) 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  7. 7. 7 Car dealers of Fiat Group (2007) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL 5 car dealers of FIAT (Milan and Torino) teamed up to make a common gift to all people who visited them during the week end of launch of the Fiat 500. They chose the ultrathin mouse pad (called ipad). 3.000 pieces were produced in 5 batches with the different names of the car dealers. They were also delivered separately last minute to each car dealer. We had only 2 weeks to make a proposal, prepare the artowrk and deliver.on tima. The iSticker (Platinum) was developed to be distributed in the centre of city just before Christmas during the presentation of the new Lancia ypsilon in Saronno. Again the challenge was to be fast as we were given only two weeks to “invent” the gadget and produce it. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  8. 8. 8 Tucano (2008) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Tucano was looking for a more consistent way of presenting their new products to the press and of presenting offers to bigger reatil accounts abroad such as Dixons for example. They produced 1.000 pieces and reordered again. The artwork was provided by them (they hav an internal office). 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  9. 9. 9 The challenge (mid 2007) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL In April 2007 I moved to Berlin (Germany) for personal reasons and (intuitively) planned a new “start up” based on the successful track record in Italy. Despite the advantage of speaking the language (mother tongue), the start up in Germany was challenging because: • No network • Little money • Little knowledge about the new market 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  10. 10. 10 The response to the challenge (end 2007) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL • No network participate to a business plan competition • No money submit the business plan to the bank • Little knowledge about the German market the preparatory discussions with the tutors of the business plan competition, the bank consultants and my German fiscal advisor helped me understand the acceptance of Love2Print on the German market 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  11. 11. Achieved results (mid 2008) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL  Business plan competition ranked 16th out of 143 participants  Bank received approval for a credit of 10.000 €  Neonred, Tucano and Easibind contributed (each 2.000 €) to the OnePieceMailer direct mailing action 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  12. 12. 12 Approach to the review EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL  Compare the content of the Love2Print Business Plan with the Reference Model suggested by Prof. Raffaello Balocco (Corporate Strategy);  Identify the areas of improvement, select three of them and revisit them according to models and methodology learnt from the relevant courses.  Reload the business plan 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  13. 13. 13 Compare the business plans EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Transfer the structure of the Reference Model to Excel including titles and excluding descriptions Evaluate for each area of the Reference Model how the content of the LovetoPrint Business can be considered complete: – Green background means that the content is ok – Yellow background means that the content can be improved – Red background means that the content is missing The areas of improvement can be identified visually. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  14. 14. 14 Areas of major improvement EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Level of Detail 0 Level of detail 1 Level of detail 2 summary business idea summary summary summary attrattività dell'area di business risorse/ competenze risultati previsti Reference Model summary obiettivi del business plan description of the enterprise description of the enterprise competitive positioning (abel) value chain 1. Executive summary description of the enterprise enterprise group description of the product description of the product physical description of the product usage 2. Description of the enterprise description of the product unique selling proposition description of the product strategy plan product readiness vision 3. Description of the product strategy plan mission strategy plan strategy plan objectives and constraints SWOT external macro external variables 4. Strategy plan strategy plan SWOT external strategic segmentation strategy plan strategy plan SWOT external SWOT external competition in extended terms internal rivalry 5. Marketing plan strategy plan SWOT external potential new players strategy plan strategy plan SWOT external SWOT internal subsitution products start up - competencies available 6. Operational plan strategy plan SWOT internal start up - competencies to develop marketing plan marketing plan market evaulation market evaulation available market (bottom up) sources of information 7. Organizational plan marketing plan marketing mix product marketing plan marketing plan marketing mix marketing mix price placement 8. Financial structure marketing plan marketing mix promotion marketing plan Operational and organizational plan marketing budget key processes identify key processes 9. Economical & financial Operational and organizational plan key processes identify border processes consistency of output against competitive Simulation Operational and organizational plan key processes positioning Operational and organizational plan Operational and organizational plan key processes key processes management logics process mapping 10. Start up Roadmap Operational and organizational plan ressources and input assets Operational and organizational plan ressources and input input Operational and organizational plan ressources and input suppliers Operational and organizational plan ressources and input cost modelling Red text: areas where incomplete/ Operational and organizational plan organization and personell people Operational and organizational plan organization and personell organization Operational and organizational plan organization and personell people managament system Operational and organizational plan financial structure financial structure organization and personell type of business entity sources of financing staff and development missing content is higher financial structure economical and financial projections financial requirements hyothesis/ assumptions projected balance sheet and profitability/ cash than the “ok” content. economical and financial projections flow economical and financial projections net cash flow economical and financial projections financial requirements economical and financial projections financial and economical risk Missing Incomplete/ can be improved Ok Slide with a link 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  15. 15. 15 Reload core parts of the business plan EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Reference Model 1. Executive summary Strategy 2. Description of the enterprise Vision, Mission & Objectives 3. Description of the product Competitive positioning (Abell) 4. Strategy plan Product clustering 5. Marketing plan 6. Operational plan External analysis (5 competitive forces) 7. Organizational plan PEST analysis (strategic segmentation) 8. Financial structure Internal analysis (value chain model) 9. Economical & financial Simulation Management team and company set up 10. Start up Roadmap Marketing plan Market analysis Marketing mix Economics 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  16. 16. 16 Approach to the Reloading EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL • The content of the business plan has been translated into English (from German) • The areas of improvement previously identified have been (a) structured according to the chosen methodology and (b) “reloaded” to fix the issues that became visible thanks to the “methodological filter” • The result is a sequence of original/ reloaded versions of the same problem. • Each section is divided by an “index slide” • At the end of each section there is a summarizing slide 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  17. 17. 17 Reload core parts of the business plan EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Reference Model 1. Executive summary Strategy 2. Description of the enterprise Vision, Mission & Objectives 3. Description of the product Competitive positioning (Abell) 4. Strategy plan Product description 5. Marketing plan 6. Operational plan External analysis (5 competitive forces) 7. Organizational plan PEST analysis (strategic segmentation) 8. Financial structure Internal analysis (value chain model) 9. Economical & financial Simulation Enterprise structure 10. Start up Roadmap Marketing plan Market analysis Marketing mix Economics 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  18. 18. 18 Vision, Mission and business objectives EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Vision/ Mission Issue: Objectives/ Constraints This statement is insufficient because it does not describe the future vision of the industry, not SWOT analysis does it show the way to this future vision. Definition of the business objectives to realize the External analysis Internal analysis - 5 forces -resources & competences financial and economical results is missing. Strategic plan 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  19. 19. 19 Vision and Mission Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Vision: From a standard gadget to an affordable and effective corporate design item which is attractive and (environmentally) intelligent at the same time. Mission: Maximise the effect of branded material, reduce its expenditure to the core without compromise on quality or effectiveness and last but not least enable the introduction of environmentally friendly solutions. Objectives: - 1st mover to replace laminated printed products - Reach a customer base of 10 customers per year that spend 20.000 €/ each or 50 customers that spend 4.000 €/ each; - Reach a gross margin higher than 40% at each order; - Pay back in 4 years. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  20. 20. 20 Abell matrix EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Issue: Customer need - Customer needs are defined in an ambiguous Tpo multinational companies way (cannot be measured nor accessed) Top National companies Innovate the image of the company - Customer groups are not homogenous Acquire tangibility Agencies Improve consistency with the mission Customer groups Polypropylene Care for their image Technically innovative Sell virtual products Hihg public visibility Laminated paper Electronic media Alternative technology 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  21. 21. 21 Abell matrix Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL - Customer needs are defined Customer need precisely - Customer groups are homogenous To promote a new product Hospitals/ Pharma industry Transportation companies This positioning allows to: To educate and train users - identify customers uniquely Banks/ Insurances - communicate consistently to Business Schools High Technology the industry To document - measure the attractiveness of the market To reward personel or customers Customer groups Polypropylene Laminated paper Electronic media Alternative technology 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  22. 22. 22 Enterprise structure EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Love2print is agent of two leading producers who have committed to provide their customers with a highly personalized, functional and innovative corporate product. EASIBIND INTERNATIONAL/ the innovative & unconventional leader in high brand corporate products the leading PC apparel company Love2print is to be owned by: 51% Caecilie Hechtel/ general manager, 12 years experience in international corporate world and digital printing market 49% Fabio Piva/ financing partner, 25 years experience in marketing across industries. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  23. 23. 23 Enterprise structure Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL As a result of the internal analysis, Love2print becomes a business unit and a trademark of the multimedia communication agency Neonred that deals with printed material. Caecilie Hechtel is hired by Neonred with an option to become partner as soon as the lovetoprint business reaches break even. Slide with a link 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  24. 24. 24 Macro environment EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Issue: The strategic segmentation is missing. Important information is disconnected (parts are under “products” and other parts are in the “executive summary”). The identification of the macro segments and the focus when defining the marketing plan gets lost. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  25. 25. 25 Macro environment Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Political Taxation of environmental impact (carbon footprint) European countries to reach 30% reduction in carbon footprint by 2012. Economical Uncertain demand across industries (leads to reduced advertising budgets). Growing non-classical advertising market (Industry Report of Dresdner Bank)). Sociodemographic Increasing attention and commitment to Corporate Social Responsibility issues (McKinsey Quarterly Report “Addressing Consumer concerns on Climate Change”.) Increasing attention to hygienic issues. Technological Digital silk screen technology reaches offset like color print quality Polyprolyene can be coated with Biocote® or Extraprotect@ to reach higher hygiene levels and last longer Slide with a link 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  26. 26. 26 Macro segmentation Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL PUBLIC VISIBILITY LEVELS OF HYGIENE COMMITMENT TO THE ENVIRONMENT LIFETIME OF THE INFORMATION LONG HIGH SHORT LOW Laminated product HIGH LOW HIGH LOW Thanks to the information about the product features it is possible to position the target market (segment) on a strategic level clearly by combining relevant characteristics of the market players. When defining the marketing plan it will be easier to be focused. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  27. 27. 27 Competitive positioning Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL This result shows a strong focus on the side of the suppliers (owners of technology). LovetoPrint as new entrant without production is very weak within this net of competitive forces. If LovetoPrint partners up with one of the key suppliers it can strengthen its competitive position significantly. The contact with suppliers is indirect (normally through agencies). Customers are not knowledgeable about the different alternatives: The negotiation happens on a higher level. 3.000 agencies serve potential 382.000 customers (130 customers each agency) Few print companies have enough volume to pay it back quickly enough. The cost of technolgy is very high (> 1 mio Euro), risk of obscolescence of technology too, high volumes are needed + experience and Alternative products cost until competence to print on PP is needed too. 50% of the price of a PP product, costs of creativity excluded. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  28. 28. 28 Internal analysis (value chain) EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Customers Agency Suppliers 100% new acquisitions Buy Make Graphic design Communication Prototyping Sales Final product Assembly Transport Identified issue: - Unbalanced share between primary and supporting activities suggests to insource activities to improve margins and competitiveness (resources & competences); -The costs of maintaining the firm infrastructure risk to be higher than the sales. This positioning is long term insufficient to sustain and grow the business. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  29. 29. 29 Internal analysis (value chain) Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Customers 100% Suppliers new acquisitions Neonred customers (see on the web) Buy Make Final product Communication Transport Sales Assembly Partners Graphic design Prototyping Opportunity: Insource creative “buy” activities: - improve resources and competencies - increase value added of internal primary activities - save on infrastructure costs (office/ legal advisory/ fiscal advisory/ admin) - acquire an existing customer base to start from Slide with a link 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  30. 30. 30 SWOT analysis EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Issue: This result shows a strong focus on the side of the suppliers (owners of technology). LovetoPrint as new entrant without production is very weak within this net of competitive forces. If LovetoPrint partners up with one of the key suppliers it can strengthen its competitive position significantly. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  31. 31. 31 SWOT analysis Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Strengths Weaknesses - First mover advantage (in D) - Premium Price during recession times - Sales Manager competence & experience - Geographical distance of Neonred, - Experience & competence Neonred in Easibind and Caecilie Hechtel Multimedia Technology - Small (not main) unit within a bigger - Cost efficiency of production, latest business of Neonred technology and experience of Easibind - Production outsourced, margins driven by - International Team product development service mainly - Ability to fast realization - “One Stop Shop” (full service agency) Opportunities Threats - No direct competition, unique proposition - Long sales process with little room for - Our products can contribute significantly influencing after the first pitch (first to companies’ “Carbon Footprint impression only counts) reduction” programme - Risk of substitution with cheaper solutions - Environmentally intelligent without - Due to the complexity of the offer risk of compromise on quality or effect being misunderstood - Through higher hygiene and durability of the material possibility to save on overall produced volume 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  32. 32. 32 Strategy Plan Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Vision/ Mission External analysis Internal analysis Objectives/ Constraints Vision: From a standard gadget to an affordable and effective corporate design item which is attractive and (environmentally) intelligent at the same time. Mission: Maximise the effect of branded LEVELS OF HYGIENE PUBLIC VISIBILITY material, reduce its expenditure to the core COMMITMENT TO THE ENVIRONMENT LIFETIME OF THE INFORMATION LONG HIGH without compromise on quality or effectiveness and last but not least enable SHORT LOW the introduction of environmentally friendly HIGH LOW HIGH LOW solutions. Business Objectives -1st mover to replace laminated printed products - Reach a customer base of 10 customers T W per year that spend 20.000 €/ each or 50 customers that spend 4.000 €/ each; - Reach a gross margin higher than 40% at each order; - Pay back in year 4 O S 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  33. 33. 33 Reload core parts of the business plan EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Reference Model 1. Executive summary Strategy 2. Description of the enterprise Vision, Mission & Objectives 3. Description of the product Competitive positioning (Abell) 4. Strategy plan Product description 5. Marketing plan 6. Operational plan External analysis (5 competitive forces) 7. Organizational plan PEST analysis (strategic segmentation) 8. Financial structure Internal analysis (value chain model) 9. Economical & financial Simulation Enterprise structure 10. Start up Roadmap Marketing plan Market analysis Marketing mix Economics 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  34. 34. 34 The market EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Issues: Market is inconsistent (too small) with the business objectives previously defined. According to the business objectives (volume) LovetoPrint should reach a market share of between 2% and 10% which is an unrealistic result for a new entrant with a weak competitive position. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  35. 35. 35 The market Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Potential market 382.000 advertising active companies Available market 10.075 exhibit at relevant fairs* Served market 971 employ more than 50 employees + are ISO 14001 certified Penetrated market Customers of LovetoPrint Italy Customers of Easibind UK with offices in D Customers & prospects of NeonRed *Relevant Fairs: ENTSORGA CEBIT IAA cars IAA trucks Source of information: General CD addresses database of Deutsche Post (2007) B2B Catalogue of Deutsche Post (2009) 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  36. 36. 36 Product EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Issue: It is visually difficult to identify the hierarchy of the different products/ services. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  37. 37. 37 Product hierarchy EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Prepare the reload: To better review the Goods Ad Hoc Projects product definition I Low environmental have describe the impact solutions Long Life original LovetoPrint Mix of standard products product hierarchy Short Life visually. standard product Trendy, technical The weakness of the and functional high product definition end promotional becomes more items evident. Service Prototyping Lifetime (long/ short) Product development of products is a too general feature that does not add value Art work design to the product hierarchy. Assembly and distribution Product family Product range Final product 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  38. 38. 38 Product hierarchy Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Product development Low environmental impact solutions Final product Prototyping Corporate Stationery Art work design Point of Sale & Display Production Promotional Assembly &distribution Ad Hoc Projects Response mail Mix of standard products Trendy and functional promotional items (Tucano) products have been excluded from the official range of Art work design standard product products to improve focus of proposition and eliminate risk of loss of credibility as Tucano products do not fulfill Production the environmental claim. Assembly Lifetime has been replaced with “application” on the & distribution customer’s side. This improves the proximity to the needs of the market making it easier for customers to identify their needs. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  39. 39. 39 Product range Reloaded EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL Corporate Stationery Notebooks, Pouches, Wallets, Folders, Organisers Point of Sale & Display Leaflet Dispensers, Wobblers, Hanging Displays, Window Stickers Promotional Gift Boxes, Gizmos, Bundled Packs, Sleeves Response Mail One Piece Mailer, Invitations, DL Inserts 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de
  40. 40. 40 Price EMBA 2008 PT PROJECT WORK CAECILIE HECHTEL This definition does not show the structure of a typical product in a way that is consistent with the offer to the customer and to the product hierarchy. There is a need to define price n a way that quick answers can be given to interested potential customers with a preview of the perspective benefits. 27/11/2009 | Tutor: Prof. Raffaello Balocco | Author: Caecilie Hechtel | cecilia@lovetoprint.de

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