Company overview 02 Business structure 02 Nature of the business 02 Industry 02 Vision, mission, and values 02 Background information 03 Business objectives 03 Team 03
Marketing plan 08 Price 08 Product 08 Promotion 08 Place 08
Logistics and operations plan 09
Suppliers 09 Production 09 Facilities 09 Equipment 09 Shipping and fulfilment 09 Inventory 09
Financial plan 10 Income statement 10 Balance sheet 11 Cash-flow statement 11 Genisys Co. | Business Plan 1
Executive summary Providing a retail fulfillment method for online stores, connecting customers in ourtargeted regions with suppliers worldwide through an online portal. Genesis will lookto target markets especially related to remote work, supplements and eventually move into customized products to address the need for the shift in current trends of people working from home and spending more time at home and over time adjusting to provide products as people return to work and move to more active lifesytles.
Admittedly, it’s a lot of pressure for a section that shouldn’t exceed one page, but it’s possible to include the most salient information with a bit of work. Here’s what your business plan’s executive summary should include:
• Business concept. Provide an online resource to connect suppliers to clients online.
• Business goals and vision. Address market trends for in-demand products. • Product description and differentiation. We view current trends and make available products that are usually not available to targeted markets undercutting traditional stores. • Target market. We target people ranging from young professionals to older clients. • Marketing plan. We will rely on online marketing including Facebook/Google/etc. marketing platforms. • Current financial state. In the present state, we are seeking and finalizing investments to begin. • Projected financial state. We project revenue of USD $50k per month with a target of 10-20% profit. • The ask. We are looking to secure about USD $65,000 in investment which should cover the initial 6 months of operating while we establish the business. • The team. We will start with the two partners (Roshan Sextus and Deepak Jose) but include external contractors to build and develop our website/promotional materials to be competitive in the market. Genesis Co.| Business Plan 2
Company overview Genesis Co. is a partnership between two entrepreneurs with extensive international experience in the technology and engineering industries with an ideology to target the gap between consumers and manufacturers/suppliers worldwide.
Our vast experience and contacts in several industries is an asset in comparison with similar businesses and our views on emerging trends would see Genesis Co. constantly addressing the needs of consumers and finding the right products through extensive analysis ensuring quality and pricing.
Business structure We are a general partnership between the two partners with future plans for expansion as the business grows.
Nature of the business
As a starting point we will focus on the needs of cusomters engaged in remote work and fitness, focusing on the needs of people in a personal matter.
Industry We will be targeting items like technology products related to remote work, such as computer peripherals and equipment, health and fitness related items such as supplements and personal care products and eventually venturing into clothing and apparel. Vision, mission, and values Business objectives Our short terms goals within the first year of business would Our vision is to be a trusted source for consumers worldwide in include building our platform and finding a trusted set of having quality products with reasonable pricing. suppliers. Each supplier would be well researched and each product ensured that they fall within current market trends. We would want to differentiate ourselves from other similar companies through better customer service, better quality of Our Long term, 3-5 year goal would include expanding the products and better pricing ensuring a seamless and pleasant business to include more products as trends emerge and our experience for customers and suppliers. customer base increases to constantly grow the company and also creating a name for Genesis Co. with possibilities of our Our Mission Statement is for "Genesis Co. to connect you with own branding for products in several niche markets that are the best products you want!" viable.
We will ensure our vision is met through extensive research, Team
reviews of products before we offer the to suppliers, through a Our existing team includes Roshan Sextus who's background seamless online experience with a focus on our customer is in the technology industry and engineering industries in satisfaction in the process of ordering and in the quality of the Canada, Qatar and the UAE and Deepak Jose who's products they receive. background is in the technology industry in the UAE. Together our team has over 35 years of experience that will Background information heavily impact the development of Genesis Co. Deepak and Roshan have extensive experience in the IT industry and in different markets, having collectively worked in While the business starts to expand we will eventually hire many continents and several countries building a network of specific niches especially digital marketing personnel and contacts and ideologies which is ideal to build an online administrative personnel. business. Genesis Co. | Business Plan 4
Market analysis It’s no exaggeration to say that your market can make or break your business. Choose the right market for your products—one with plenty of customers who understand and need your product—and you’ll have a head start on success. On the other hand, with the wrong market, or the wrong timing in a previously-right market, you may find yourself trying to offload products to customers who are only lukewarm about them.
This is why your market analysis a key section of your plan,
whether or not you ever intend for anyone else to read it. It should include an overview of how many customers you estimate there are for your products, an analysis of your business’ position in the market, as well as an overview of the competitive landscape. Thorough research to support your conclusions will be important both to persuade investors and to validate your own assumptions as you work through the plan.
Market size This is an estimate of how many step. You may also want to look at industry projected to grow or decline people could potentially buy your projected changes to the number of over the next few years? product. While it’s exciting to imagine people in your target age range over sky-high sales figures, you’ll want to the next few years. • Make informed guesses. You’ll use as much relevant independent never have perfect, complete data as possible to validate your • Research relevant industry trends information about the size of your total estimated potential market. Since it and trajectory. If your product serves addressable market, but the goal here can be a daunting process, here are retirees, try to find data about how is to base your estimates on as many some general steps you can take to many people will be retiring in the next verifiable data points as is necessary begin your research: five years, as well as any information for a confident guess. you can find about consumption • Understand your ideal customer patterns among the group. If you’re As you look for that data, some profile, especially as it relates to selling fitness equipment, you could sources to consult include demographics. If you’re targeting look at trends in gym memberships government statistics offices, industry millennial consumers in the US, you and overall health and fitness among associations, academic research, and can look for government data about your target audience, or the population respected news outlets covering the size of that group as a beginning at large. Finally, is your general your industry. Genesis Co. | Business Plan
Our SWOT analysis looks at our current strengths, weaknesses,
opportunities, and threats. These take into affect the current look at our strategy with our current team.
SWOT We will be constantly reviewing and our position as our business operates as through experience our strengths will grow and weaknesses decline and new
analysis weaknesses might be identified. Opportunities and threats would be mostly attributed to outside factors such as different regulations based on the markets we are serving.
Genisis Co. | SWOT Analysis:
Positive Negative
Internal Strengths Weaknesses
• Previous experience in the • Small team to deal with product technology industry research and building new connections • Strong management experience in • Shipping pricing fluctuations might trading and contacts with suppliers make it more expensive •
External Opportunities Threats
• Strong growth in targeted product • Regulation pending for product category sales following market trends categoryies in international • No “market leader” in several targeted markets categories for e-commerce (remote work products, supplements), many smaller not well known and too diverse marketplaces Competitive analysis 6
You’ll always have competition in the market, even with an innovative product, so it’s important to include a competitive overview in your business plan. If you’re entering an established market, include a list of a few companies you consider direct competitors, and how you plan to differentiate your products and business.
For example, if you’re selling jewelry, your competitive differentiation could be that unlike many high-end competitors who offer high-quality products, you donate a percentage of your profits to a notable charity, or you pass savings on to your customers.
If you’re entering a market where you can’t easily identify direct competitors, consider your indirect competitors. These are the products that are substitutes for yours. As an example, if you’re selling an innovative new piece of sports equipment, it’s too easy to say that because your product is new you have no competition. Consider what your potential customers are doing now to solve the same problems your product solves, and think about how to make sure you stand out from their current solution.
Once you’ve identified your competition, it’s time to
review what makes your products and your business stand out. There are three overarching factors you can use to differentiate your business:
• Cost leadership. You have capacity to offer lower prices
than the majority of your competitors to maximize profits. Examples include companies like Mejuri and Endy.
• Differentiation. Your product or service offers something
distinct from the current cost leaders in your industry and banks on standing out based on your uniqueness. Think of companies like Knix and Qalo.
• Segmentation. You focus on a very specific or “niche”
target market and focus on building traction with a smaller audience before moving on to a broader market. Companies like TomboyX and Heyday Footwear are great examples of this strategy.
While those are the major strategies to differentiate your
business, there are plenty of other ways you can compete within them, including customization, design, branding, and convenience, to name a few. You’ll want to include details about your specific plans to stand out. Products and services 7
While your products or services will feature prominently
in most sections of your business plan, it’s important to provide a section that outlines key details about them for interested readers. Depending on how many products you offer, you can include information about your product lines, or offer more detailed information on each product if you only sell a few.
Customer segmentation Your ideal customer, also known as your target market, is the foundation of your marketing plan, if not your business plan as a whole. As you make strategic decisions, you’ll keep this person in mind, which is why an overview of who they are is so important to understand and include.
To give a holistic overview of your ideal customer, describe a number of general and specific demographic characteristics. Customer segmentation often includes:
• Where do they live?
• What’s their age range? • What’s their level of education? • What are some common behaviour patterns? • What do they spend their free time on? • Where do they work? • What technology do they use? • How much do they earn? • Where are they commonly employed? • What are their values, beliefs, or opinions?
The questions you’ll answer will vary based on what you’re selling, but you should provide enough information so that it’s unquestionably clear who you’re trying to reach—and more importantly, why you’ve made the choices you have based on who your customers is and what they value.
As an example, a college student has different interests, shopping habits, and price sensitivity than a 50-year old executive at a Fortune 500 company. Your business plan and decisions would look very different based on which one was your ideal customer. Marketing plan 8
Your marketing efforts are directly informed by your ideal customer and your plan should outline your current decisions and your future plans, with a focus on how your ideas are a fit for your ideal customer. If you’re planning to invest heavily in ads on Instagram, for example, it might make sense to include whether Instagram is a leading platform for your audience.
Most marketing plans include answers to four key questions, in as much detail as makes sense for your plan’s goals:
01 Price How much do your products cost and why have you made that decision?
02 Product What are you selling, and how do you differentiate it in the market?
03 Promotion How will you get your products in front of your ideal customer?
04 Place Where will you sell your products?
Promotion may be the bulk of your plan since you can more readily dive into the tactical details, but the other three decisions should be covered at least briefly as important strategic levers in your marketing mix. Logistics and operations plan 9
Your logistics and operations are the workflows that you’ll implement to make your ideas a reality. If you’re writing a business plan for your own planning purposes, this is still an important section to consider, even though you might not need to include the same level of detail as if you’re seeking investment.
You’ll want to cover all parts of your planned operations, including:
01 Suppliers Where do you get the raw materials you need for production, or where are your products produced?
02 Production How long does it take to produce your products, and get them shipped to you? How will you handle a busy season, or an unexpected spike in demand?
03 Facilities Where will you and any team members work? Do you plan to have physical retail space? If yes, where?physical retail space? If yes, where?
04 Equipment What tools and technology do you require to be up and running? This includes everything from computers to lightbulbs and everything in between.
05 Shipping and fulfilment
Will you be handling all the fulfillment tasks in-house or will you use a third-party fulfillment partner?
06 Inventory How much will you keep on hand, and where will it be stored? How will you ship it to partners if required, and how will you keep track of incoming and outgoing inventory.
This section should signal to your reader that you’ve got a solid understanding of your supply chain, and strong contingency plans in place to cover potential uncertainty. If your reader is you, it should give you a basis to make other important decisions, like how to price your products to cover your estimated costs, and at what point you plan to break even your initial spending. Financial plan 10
No matter how great your idea is, a business lives or dies
based on its financial feasibility. Regardless of the effort, time, and money you’ve already invested, at the end of the day people want to work with a business they expect to be viable for the foreseeable future.
The level of detail required in your financial plan will depend
on your audience and goals, but you’ll typically want to include three major views of your financials: an income statement, a balance sheet, and a cash-flow statement. It may also be appropriate to include financial projections.
Here’s a spreadsheet template that includes everything
you’ll need to create an income statement, balance sheet, and cash-flow statement, including some sample numbers. You can edit it to reflect projections as well if needed.
Income statement Our one year projected income statement is as follows: Balance sheet 11
Your balance sheet offers a look at how much equity you have in your business. On one side you list all your business assets (what you own) and on the other side, all your liabilities (what you owe). That provides a snapshot of your business’ shareholder equity which is calculated as
Assets - Liabilities = Equity
Cash-flow statement Your cash-flow statement is similar to your income statement, with one important difference. It takes into account when revenues are collected and when expenses are paid.
When the cash you have coming in is greater than the cash you have going out, your cash flow is positive. When the opposite scenario is true, your cash flow is negative. Ideally, your cash flow statement will help you see when cash is low, when you might have a surplus, and where you might need to have a contingency plan to access funding to keep your business solvent.
Development and validation of UV-Method for simultaneous estimation of Artesunate and Mefloquine hydrochloride in bulk and marketed formulation
Akshay D. Sapakal, Dr. K. A.Wadkar, Dr. S. K. Mohite, Dr. C. S. Magdum
Development and validation of UV-Method for simultaneous estimation of Artesunate and Mefloquine hydrochloride in bulk and marketed formulation
Akshay D. Sapakal, Dr. K. A.Wadkar, Dr. S. K. Mohite, Dr. C. S. Magdum
