The document outlines the expenses and projected incomes for a new startup company called Dingster. It estimates that Dingster will target 240 customer companies in Greece representing around 9,600 employees. Product pricing will include free, basic, and premium packages ranging from free to €35 per month or €200-€250 per year. Total expenses over 3 years are estimated to be around €300,000, including costs for equipment, development, employees, marketing, and office space. Projected annual profit after 3 years is around €145,000, with net annual profit of €45,000 and total net profit over 3 years of €135,000.

1. Dingster
Expenses & Incomes

2. Defining Incomes
 NUMBER OF CUSTOMER COMPANIES
 NUMBER OF EMPOYEES- TARGET USERS
PRODUCT PRICING-PACKAGES

3. COSTOMER COMPANIES
Being a startup company and new at the industry field we decided to start approaching
companies within the Greek borders. Saying that these are the number of companies we
will be addressing.
Advertising companies: approximately 100 (According to the Greek
Advertising Union)
Digital Agencies: approximately 20
Consulting companies: approximately 60
Businesses with marketing departments: approximately 60
Total amount of customers: 240 Companies

4. EMPLOYEES
• 40 Employees – Approximately per Company
• 5-10 Employees – Each Department
9,600 Employees in total considering the 240
companies we are starting with

5. PRODUCT PRICING
Packages:
• Free Trial
• Free version: Chat availability
• Basic: 15 Euros/month – 120 Euros/year
• Premium: 25-35 Euros (based on advertising options)- 200-250 Euros/year
Pricing is based on the competitors analysis and on the company’s expenses.

6. DEFINING EXPENSES
Goals
 Design Software and cost structure for human resources(
creative dpt, designers, beta testers, software developers)
and physical assets (servers, computers, workplace).
 Promotion of the product to marketers/advertisers in
Greece.

7. EXPENSES
Cost item Total cost
Computer equipment 4000
Software Development and Maintenance 20000
Machinery Equipment 500
Business Licenses/Permits/Fees 2000
Professional Services - Legal, Accounting 400
Cash-On-Hand (Working Capital) 10.000
Miscellaneous 1000
Total 37,900

8. Cost Item Monthly Cost Total Cost
Employee Salaries 5000 180000
Advertising/Promotion/
Web Site
150 5400
Rent/Lease Payments 800 2800
Supplies 150 5400
Communication/Telepho
ne
150 5400
Utilities 400 14400
Miscellaneous 200 7200
6850 246600
3 years cost
Total cost = fixed cost + monthly cost = 284500
Approximately 300000 euro

9. Final Estimation
Free Version: 40 companies
Basic Version: 130 companies
More specific: 100 companies choose the annual price 120/year and 30 companies
choose the monthly price 15/month
Result: 48.000 + 21.600 = 69.600 Euros / Basic Version
Premium Version: 70 companies
More specific: 40 companies choose the annual price (with the ads) 200/year and 10
companies choose the annual price (without the ads) 300/year. Then, 10 companies
choose the monthly price (with the ads) 25/month and the rest 10 companies choose
the monthly price (without the ads) 35/month
Result: 32.000 + 12.000 + 12.000 + 16.800 = 72.800 euros / Premium Version
Annually Total Profit: 142.400, Approximately 145.000/year
3 years Total Profit: 435.000 ευρώ
Annually Expenses: 100.000
Annually Net Profit: 45.000
3 years Expenses: 300.000
3 years Net Profit: 135.000