This document summarizes a business plan for a monthly craft subscription box service for children aged 2-10 in Spain. The plan outlines the founders and their experience, provides market research on keyword searches and advertising costs, discusses competitors both in Spain and internationally, and presents financial projections showing revenue growth and profitability. The goals for 2012 include raising 50,000 euros in funding, building a team, securing a property mortgage, positioning the company as a market leader, and reaching investors.

1. 2012

2. MONTHLY SUBSCRIPTION CRAFTS’ BOX FOR
CHILDREN AGED 2-10

3. Carlos Pastor - 28 – Entrepreneur & CEO
Electronics Technical – Digital Business Master
Entrepreneur since 2005, he is co-founder of Valladolid Polar
Investment Ltd., a company dedicated to real estate leases.
Passionated by new technologies, three years ago he founded its
first project on Internet: 'Segurazos.com'. In 2011, Carlos sold a
51% of the project to the company 'Iniziar Internet
Publishing', where he is currently working as Online Marketing
consultant.
Arturo Ruiz - 24 – Analist & CTO
Degree in Market Research and Techniques – Computer Engineer – Digital
Business Master
Only 24 years old, Arturo has a Bachelor, an Engineering and a
Master Degree, and also speaks a medium-high level of English.
He is currently working as ISBAN programmer at Banco
Santander and COBOL programmer at AXPE CONSULTING.
With special interest in Startups and the soul of an entrepreneur,
Arturo was a teammate of Carlos at the Digital Business master
and he serves as CTO of the company.

4. FORECASTS
-Market size in Internet (An exact match in Google Spain)
Annual local
Keywords CPC (Adwords) Monthly local searches searches
Manualidades 0,04 € 55.000 660.000
Manualidades para niños 0,07 € 16.550 198.600
Manualidades Infantiles 0,08 € 30.250 363.000
Juegos infantiles 0,04 € 37.000 444.000
Total: 138.800 1.665.600
-Advertising expenditure and revenue estimates with only 1%
conversion (Google Adwords)
Keywords Study CPC Monthly visits Monthly cost Billing
Manualidades para niños 0,07 € 16.550 1.158,50 € 3.301,73 €
Manualidades Infantiles 0,08 € 30.250 2.420,00 € 6.034,88 €
Manualidades 0,04 € 55.000 2.200,00 € 10.972,50 €
Juegos infantiles 0,04 € 37.000 1.480,00 € 7.381,50 €
Total: 138.800 7.259 € 27.691
It has been already discounted a 50% of CTR: The actual data that Google provides about
monthly visits are actually the double, however, a reasonable 50% discount is always
calculated
in order to consider that not all people who seek the keyword clicks the first search result.
For example: The keywords "kids' crafts" have actually 33,100 monthly searches.

5. ¿WHERE IS THE
PAIN?

6. THOUSANDS OF CHILDREN PLAY EVERYDAY
Parents want to spend time with their children and we offer everything
they need to enjoy and learn at the same time
ORIENTED TO THE SMALLEST OF THE HOUSE
Fathers and mothers NEVER skimp when it comes of their children
IT IS EDUCATIONAL
Families are concerned about their children and we encourage
their development and creativity

7. BUSINESS MODEL
ELECTRONIC COMMERCE BY SUBSCRIPTION
DIRECT SALE OF PRODUCTS

8. COMPETITORS
(SPAIN)
*CREATED ON JUNE 2012
*NICE INITIAL TRACTION
*THEY COME FORM THE COMMUNITY
“CHARHADAS.COM”
*CREATED ON MAY 2012
*THEY ARE LOOKING FOR INVESTORS TO GROW UP
*WITHOUT ONLINE ADVERTISING

9. COMPETITORS
(REST OF THE WORLD)
*KIWICRATE.COM – USA
* 7 Million Dollars of founding
*BABBACO.COM – USA
*2 Million Dollars of founding
*WUMMELKISTE.COM – GERMANY
*1 Million Euros of founding

10. WHAT WE DO BETTER
HIGHER PROFITS MARGINS
FASTER GROWTH
ACCESS TO INVESTORS
MORE INTERNET EXPERIENCE
LEAN STARTUP METHOD
ALREADY TESTED BUSINESS MODEL

11. EXIT
AN ATTRACTIVE BUSINESS LINE FOR TOY
COMPANIES OPERATING IN SPAIN

12. EXIT – PREVIOUS OPERATIONS
– STARTUPS BASED ON ELECTRONIC
COMMERCE BY SUSCRIPTION THAT WERE SOLD
AT SPAIN
– INVESTMENTS IN ELECTRONIC COMMERCE BY
SUBSCRIPTION AT SPAIN

13. EXIT – STRATEGIES
COMMERCIAL, COMMERCIAL, COMMERCIAL

14. 2012 GOALS
1 - Get 50.000 € of founding to launch the company
2 - Build a top notch team. Open an office in Valencia
PlugandPlay
3 - Mortgaging a property owned by the CEO valued at
100,000 €
4 - Position ourselves as a company able to cover the market
5 – Reach investors at the Expo Day

15. FINANCIAL (INVESTEMENT 150K SEPT 2012)
2012 (in €) Q1 Q2 Q3 Q4 TOTAL
REVENUES 169.118 193.684 203.634 304.994 871.430
PAYROLL 7.800 7.800 7.800 7.800 31.200
INFRAESTRUCTURE 21.600 21.600 21.600 21.600 86.400
FINANCIAL 9.000 9.000 9.000 9.000 36.000
PROMOTION 21.600 21.600 21.600 21.600 86.400
COST 1.800 1.800 1.800 1.800 7.200
EBITDA 107.318 131.884 141.834 243.194 624.230
CASH 53.659 65.942 70.917 121.597 312.115

16. FINANCIAL (USE OF FOUNDS)
-PAYROLL
-CEO
-CTO
- Fellow Architect
-PROMOTION
- OUTSIDE SERVICES (Cardboard boxes, stickers, Desing,
etc)

17. WHY TO INVEST IN US?
In 2016 the turnover of eCommerce in Spain will exceed 22,707 million
euros and that's why investors are already positioning. Still have not opted
for eCommerce? THIS IS A GREAT OPPORTUNITY!
Team:
Young people with experience and a lot of eager
Only 2-3 people are needed
CEO’s investment of 100.000 €
Market:
Niche market, it’s a blue ocean!
Product costs are very low (paper and cardboard!)
Business model is already working in other countries (IT IS A
GUARANTEE!)
Development
Online store is 90% finished
Very easy! We use CMS PrestaShop, nothing else!
Focused on sell, sell and sell
Lean execution