E-Z Charge is developing a bedside shelf called the E-Z Charge Shelf that attaches to beds and has built-in USB ports for charging phones and tablets. The target market is college students. The shelf is made of plastic, measures 18" x 12", and can hold up to 5 lbs. E-Z Charge plans to market the shelf on social media and through student promoters at colleges. Sales projections estimate selling 32,250 shelves in the first year, generating $322,500 in profit. Supply will come from plastic and electronics suppliers. Operations will utilize a just-in-time system and record sales on Excel.

1. Innovation One Challenge | Trey Calver and Eric Roldan
E-Z CHARGE BUSINESS PLAN
March 8th, 2014
EZCharge2014@gmail.com
E-Z Charge

2. 1
Table of Contents
Executive Summary............................................................................................2
Product Description ............................................................................................4
Product Development..........................................................................................5
Market Research.................................................................................................5
Marketing Plan ...................................................................................................6
Sales Strategy .....................................................................................................7
Sales Projections.................................................................................................8
Supply Chain......................................................................................................9
Alternative Products..........................................................................................10
Operations........................................................................................................11
Financial Planning ............................................................................................12
Timeline...........................................................................................................12

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Executive Summary
E-Z Charge sets out to solve a very popular problem by providing the user with a
very easily accessible yet safe place to set and charge their phone at night. Being
the college students that we are, we see and encounter this problem first hand.
Whether you are on the top bunk of a bunk bed running an extension chord up the
wall and leaving your phone under your pillow while you sleep or your bed is on
the floor and you do not have a nightstand, an E-Z Charge Shelf is the productfor
you! The E-Z Charge shelf connects to the user’s bed frame giving them a place to
set a book, remote, glasses, water bottle etc. while also giving them a place to set
and charge their phone with the built-in USB ports placed directly on the tops of
the shelves. Considering 96% of college students use their phone or tablet before
going to bed, according to our data we collected, this producthas huge potential.
Our biggest market is college students and us being college students and personally
knowing college students around the country is one of our biggest strengths. Even
though college students are our biggest market, our market expands really to
anyone who has a phone, tablet, etc. making the E-Z Charge shelf a productwith
tremendous potential. We know that anyone who sees our shelf in use will be
interested in getting one of their own and we believe by our connects, use of social
media and student promoters, we can make E-Z Charge and the E-Z Charge Shelf a
household name!

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Product Description
The E-Z Charge Shelf is currently the only productoffer by E-Z Charge. The shelf
is designed to accommodate anyone that uses a cell phone or tablet. Outlets dictate
how most people arrange their room so there is easy access to the power. The E-Z
Charge Shelf makes power more accessible no matter the location. With adjustable
clamps, the shelf will attach to the side of any bed. The shelf can support up to 5
lbs which will allow for almost anything needed bedside to be easily accessible
thanks to the shelf.
The E-Z Charge Shelf will be made of plastic. The shelf is 18” x 12” providing
plenty of room for a phone, glasses, drink, retainer, book, or anything else one may
want to keep close by. It will be able to supportup to five pounds.
There will be a wire that plugs into the outlet that goes into the shelf and connects
to two USB ports where a phone or tablet can be charge. The wire will be between
twelve and eighteen feet in length so users can easily access an outlet even in a
lofted bed. The wire will be thin and light so it can be easily manipulated and take
up minimal space.
One version of the E-Z Charge Shelf may contain a rechargeable battery instead of
a wire to be plugged into the outlet. This would require a compartment under the
shelf to hold the battery. There would be an increase in price for a battery powered
shelf.
The clamps will be used to attach the shelf to the bed or other structure. The
clamps are adjustable to fit beds with different widths. A universal mounting
device is being researched that will be able to fit any bed or surface to
accommodateevery customer regardless of location.
The E-Z Charge Shelf will be offered in a variety of colors including black, blue,
red and green. Any other color can be specially ordered but will require an
additional fee. More colors and multi-colored shelves will be offered in the future.

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Product Development
Research and development is ongoing as many more products are being designed
and tested. The E-Z Charge Shelf is currently the only productoffered by E-Z
Charge. However, possible products that may be offered in the future are the E-Z
Charge Tray and the E-Z Charge Table.
The main focus of the company is currently on the E-Z Charge shelf. The shelf is
being tested and prepared for residential use. A working prototypeis being used
by a college student, a member of the target market, and modifications are being
made as seen necessary.
This technology can be translated into other products. Peopleare always charging
their phone and tablet. The outlet forces people to situate their furniture and
themselves in certain ways. The E-Z Charge Tray would be beneficial to someone
sitting on the couchwithout an outlet close by.
A tray could be used to set a laptop on and work on homework or a project while
relaxing on a couchor chair. One could also enjoy a meal in the living room by
setting the food on the E-Z Charge Tray. This tray would allow people to easily
charge their phone or tablet while sitting where they want to, not where they have
to.
More products are to be developed in the future. Patents are one area of concern
that needs further attention as products are developed. As for now, the E-Z Charge
Shelf is the main focus of the company with the E-Z Charge tray next in line.
Market Research
There is a large market for the E-Z Charge Shelf considering the living situations
of most college students. A survey was conducted of 102 college students. Each
student was asked: Do you use your phone or tablet in bed at night? Is your bed
bunked/lofted? Do you use an extension cord to charge your phone or tablet
overnight? The results are shown below in Figure 1.

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Figure 1 College student living conditions
Over 96% of college students use their phone or tablet in bed before going to sleep.
This is the target market for the E-Z Charge Shelf. With the percentage of students
using their phone or tablet at night, this shelf would provide a place to set the
phone or tablet as well as a way to charge it.
Over 60% of students have a bed bunked or lofted. This means more than half of
college students have their bed up in the air. Unless the student is going to by a
seven foot tall nightstand, the E-Z Charge Shelf easily accommodates their
problem. Phones, glasses, retainers, drinks, or anything needed close by are made
available by the shelf.
Half of the students surveyed said they use an extension cord to charge their phone
or tablet at night. Many students use their phone as their alarm so the need it close
by and charged. The E-Z Charge shelf allows students to set up their bed how they
want without using an annoying extension cord that is always in the way.
Marketing Plan
The target market for E-Z Charge is college students. Social media and student
promoters will be our main sourceof marketing. Nearly all college students have a
Twitter, Facebook, orsome type of social media. This is the cheapest and easiest
way to get the largest number of people to see our advertisements.
0
20
40
60
80
100
120
Yes No Yes No Yes No
Use Phone in Bed Bunked/Lofted Bed Use Extension Cord
#ofStudents College Student Survey

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Twitter and Facebookaccounts have been created for E-Z Charge. The goal is to
have fifty followers on Twitter and have ten likes on Facebookby within the first
month. This will be achieved through promotions like free giveaways and other
prizes to entice the followers and Facebooklikes.
Two-hundred followers on Twitter and fifty likes on Facebook are expected by the
second month. This will be achieved by promotions and the increased public
knowledge of our brand and products.
Students will be selected from various colleges in Ohio, Michigan, Indiana, and
other states to promote our products oncampus. Through social media and word
of mouth, student promoters at smaller colleges will begin exposing the E-Z
Charge. Student promoters at bigger schools will use social media, fliers, and local
advertisements to get the brand recognized throughout the campus.
A website will be built in the future. The website will be used to advertise E-Z
Charge products and inform customers. It will explain the products and show
different options and colors.
Back-to-schoolcatalogs will be approached in hopes of adding the E-Z Charge
Shelf to as many catalogs as possible. Most college students look through and
purchase items from these catalogs. This is the easiest way to penetrate the target
market.
Sales Strategy
Sales will be achieved several different ways. The E-Z Charge Shelf, along with
future products, will be offered on Amazon.com. Also, student promoters will act
as salesmen on their respective campuses throughout Indiana, Ohio, Michigan, and
other states.
Student promoters are vital to the E-Z Charge Sales Strategy. We anticipate being
in at least eighteen colleges and universities in Ohio in our first year. In Indiana,
we anticipate being in at least fourteen colleges and universities. Over ten colleges
and universities in Michigan will have student promoters for the E-Z Charge Shelf.
Other colleges and universities that are expected to be utilized are Penn University,

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the University of Pittsburg, Southern New Hampshire University, Providence
University, the University of Massachusetts Lowell, and Texas A&M University.
These are colleges that friends and family of E-Z Charge members attend. As the
brand recognition strengthens and more people know of and use E-Z Charge
products we will move into more colleges and universities.
Student promoters will be supplied with a shelf to show to prospective customers.
They will also postfliers throughout their respective campuses to improve
recognition of the productand brand. Lastly, student promoters will use endorse
the brand and productthrough social media in order to stimulate consumer interest.
Sales Pyramid of Command
Figure 2 Sales Pyramid of Command
Sales Projections
The sell price is anticipated to be about thirty dollars. Costof plastic will be
between one and two dollars per shelf. The wiring and electronics will cost
between five and ten dollars per shelf depending on decisions made over the next
few weeks. Also, some indirect costs will be applied for packaging and printing
directions and other paperwork.
Owners
Sales Managers
Student Promoters

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The profit margin is hoped to be about ten dollars per shelf but more information is
needed about the final design of the productand from suppliers before a valid
estimate can be made.
After researching colleges in Ohio, Indiana, Michigan and other states, we have
connections with students in at least fifty-one different colleges. Through searches
down on Forbes.comand Bigfuture.collegeboard.org, there is an estimated
undergraduate enrollment of over 645,000 students at these colleges.
Undergraduate students were used to becausethere may be online students and
many commuters. While we wish to sell the E-Z Charge Shelf to everyone, the
target market of on-campus college students was the focus of this study.
The goal is to sell a shelf to at least five percent of students on each of these fifty-
one campuses. If this is accomplished, we will have sold a shelf to about 32,250
people. If the ten dollar profit margin is realized, this will translate into a profit of
$322,500. If the price is kept at thirty dollars we will have sales of about
$967,500.
Considering the number of friends and family that have agreed to be student
promoters and the need of this productby college students we believe these
projections are attainable. Along with social media and other marketing plans, our
brand will be exposed to hundreds of thousands, possible millions of people and
we are confident 32,500 people will be interested in this product.
Plastic will costabout seventy cents per shelf. Each battery will costbetween five
and twelve dollars. Packaging will be about two dollars per shelf and shipping
costs will be added to the sell price.
Supply Chain
E-Z Charge will have two suppliers, one for plastic and one for the electronics.
The plastic will be supplied by Moore Industries. The electronics will be
purchased from Newegg.com, Sparkfun Electronics, or Digi-Key Corporation
depending on the circumstances.

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Moore Industries is located in Montpelier, Ohio. Moore Industries is a smaller
company categorized under Primary Plastics. The Plastic shelves will be molded
and shipped to the storage facility in Angola, Indiana.
Newegg.com is an online retailer of computer hardware and software. This e-
retailer is based in City of Industry, California, and has warehouses in various
locations throughout the United States.
Sparkfun Electronics is a retailer based in Boulder, Colorado. This company will
be used as a supplier while we need a limited inventory. As the company grows
and orders begin to increase Digi-Key Corporation will be utilized.
Digi-Key Corporation is the fourth largest electronic componentdistributor in
North America. The headquarters are located in Thief River Falls, Minnesota.
Digi-Key Corporation works with suppliers all over the United States to ship its
products. This will provide E-Z Charge with a higher volume of batteries as orders
increase in volume.
Materials will be shipped to a storage facility. There the productwill be assembled
and checked for quality. The productwill then be shipped through independent
carriers to the customer.
Alternative Products
The E-Z Charge Shelf is a unique product. No other bedside shelf with a battery
and USB portthat can be used to charge a phone or tablet has been found.
However, there are alternative products.
The extension cord can be run up to a bed to provide a place to charge a phone or
tablet. This alternative productdoes not provide a shelf to place items like a
phone, book, drink, alarm clock, etc. This power source is cheaper the E-Z Charge
Shelf and would allow more accessibility to power despite having to run the cord
up a wall or along a bed.
The bunk bed shelf is another alternative productto the E-Z Charge Shelf. The
average bunk bed shelf provides a place to set items like phones, drinks, books,
etc. Many bunk bed shelves are cheaper than the E-Z Charge shelf. The main

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difference is the bunk bed shelf does not provide a power sourceto charge a phone
or tablet while in bed.
The average plastic bunk bed shelf costs ten to fifteen dollars while the average
wooden bunk bed shelf costs between twenty-five and seventy-five dollars
depending on quality and size. The E-Z Charge Shelf has a price range of forty to
fifty dollars. This price will be very competitive with wooden bunk bed shelves.
Operations
E-Z Charge will not carry much inventory. A Just-In Time system (JIT) will be
implemented to help in several areas. One benefit is it acts as a security measure to
decrease the risk of productbeing stolen or damaged. Also, too much cash will not
be tied up into inventory with a JIT system in place. However, inventory may be
ordered at high volume if needed in order to drive down costof materials and to
cause fewer deliveries and lower shipping costs.
Microsoft Excel will be used to keep records oftransactions early on. Orders will
be entered and payments will be recorded on Microsoft Excel. Both owners have
already have excel and have experience with the program. Quickbooks and other
programs may be used in the future.
Customers can contact E-Z Charge in three ways. The first is through the already
existing e-mail account which is EZCharge2014@gmail.com. The second is by
calling the personal numbers of both owners. This will be temporary if a phone
line is owned by the company. Lastly, a website will be created where customers
can order E-Z Charge products.
Most purchases will most likely be done online through Amazon.com. Payments
will be accepted online through Amazon or PayPal. Credit can be accepted in
personthrough The Square but will require an additional fee. Cash will be
accepted if the purchase is made in person.
Warranty and refund policies will be determined at a later date. It will be included
in the packaging with the productalong with directions and any other warnings to
avoid possible legal issues.

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Financial Planning
E-Z Charge plans to do its financing through grants and private investors. Family
and friends have shown interest in investing along with equity supplied by the
owners. Grants and other scholarships will go towards start-up costs.
Major start-up costs include the mold, patent, and initial purchase of inventory.
The mold is estimated to be $15,000-20,000. A patent attorney will cost$2,000-
3,000, and a patent will costanywhere from $10,000-30,000. The initial purchase
of inventory will vary depending on the size of the first order.
There will be no salaries or wages payable in the first year. Commissions will be
paid to salespersons if necessary, but no money will be withdrawn by the owners
nor will any salary or wages be paid out. Retained earnings will be as large as
possible to help grow the company.
A bank account will be opened for E-Z Charge to ensure money is separated from
personal accounts. Money not needed for operations will be placed in money-
market accounts or other low risk and highly liquid investments.
Timeline
First Year:
May 2014- E-Z Charge Shelves will be available on Amazon.com
-Social Media will be in full effect gaining followers and interest
July 2014- Continuing to sell E-Z Charge Shelves on Amazon.com
-200-300 followers on Twitter and Facebook
-Find 10-15 Student Promoters
Aug. 2014- Market shelf as necessity for college students
-Setup terms with Student Promoters
Sept 2014-May 2015- Continually gain followers and interest
-Continue sells through Amazon.com

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June-Aug. 2015- Contact college bookstores, Bed Bath & Beyond, Target, etc.
-Get E-Z Charge Shelves on store shelves