BUSINESS PLAN

BEHAEGEL Kenan
GAILLARD Louis
LYON Maxime
MBADJOUN Arthur
SOW Boubacar
TABLE OF CONTENTS

EXECUTIVE SUMMARY 3

OUR COMPANY 3
THE TEAM 3
NATURE OF THE PROJECT 5
STAGE OF THE PROJECT 5
SWOT 6

MARKETING 8

SALES STRATEGY 9

FINANCIAL FORECAST 10

OUR RESUMES 14
 Executive summary
Our Company

We are a new start-up composed of five recently graduated engineers,

some of us have already worked in similar project and they all have been
successful. We all have studied in the same school but none of us had the same
specialization, that diversity brings in our company a multitude of point of
views, skills but also contact network.

Name Petalk
Status Start-up
Head Offices LONDON, England
Mail Petalk@gmail.com
Phone number +441632960013

The team

Arthur Mbadjoun: I’ve been named CEO of our company Petalk. In my

function, I establish the strategies for the evolution and development of a
structure, from the accounting, financial, managerial and technical points of
view. I’m at the head of all operations and gives the long- and short-term
orientations. In this case I oversee all operations related to the creation of our
new product.

Boubacar Sow: I’ve been named the chief technical officer and my executive-
level position in the company is focused on the scientific and technological
issues within the company. "examines the short- and long-term needs of the
organization and utilizes capital to make investments designed to help the
organization reach its objectives. My position is the highest technology
executive position within our company and leads the technology or engineering
department.

Maxime Lyon: I’m part of the team management executive at Petalk! My role
in the company is to take care of the human resources and make sure the team is
well organized so that everyone is working well and the company’s results
match with its objectives. In order to do that I try to animate things as much as
possible. My personal goal is to make this place comfortable, just like home, for
our employees to be both happy and efficient.

Kenan Behaegel: I’m the Market and Sales strategy manager, my plan is to
reach prospective consumers and turning them into customers of our product. A
marketing strategy contains the company’s value proposition, key brand
messaging, data on target customer demographics, and other high-level
elements. In other words, my mission is making people buy our product.

Louis Gaillard: I’m the head of financial department at Petalk. My job is to

supervise every financial operation at the company. I’m here to manage our
budget and spending but more importantly to establish a financial forecast and
find new investors.
 Nature of the project

Firstly, after our graduation we didn’t want to work for someone else and
have a daily routine. So, we decided to create our own company. We were all
very motivated and we already had a little idea of the right members to assemble
to develop a project, all we needed left was the main topic.

We wanted something useful and innovative, a product that people will

find obvious when on the market.

After plenty brainstorming, we realized that we all were affected by

animal well-being, yet no one in the team had animals even if we all wanted to.
The reason was simple, most of us have never had one and feared to not give
him enough time for his happiness.
Who could teach us how to take care of the little newcomer in the house? This
little, but tricky, question is hard to answer because animals are living beings
and just like us none of them are the same.
We thought days after days about that problem without finding any solutions,
but one day Maxime came at the office with our holly answer: no one can teach
us or correct us but the pet himself. If your pet is able to speak, or at least
communicate, with us we would know what we are doing right or wrong.

Stage of the project

Once we finally had our idea, we had to develop our product. To translate
animals’ feelings we first have to detect them, we have developed a collar which
can measure animals’ pulse and temperature.
Those two factors will be the two most important data to make our product
work, we can identify for example if the dog will be hungry, happy or just want
to walk…

Currently our product is in its final stage, all we have to do is to test it

with potential client to find out if we have modifications to do. We also have to
work on the aesthetic of the products, at this moment it is working but we
haven’t looked yet on the design.
SWOT
 Strengths Weaknesses
- Product quality - Lack of reputation
- No competition - Lack of capital
- Easy to use
- Strengthen human to pet relation

Opportunities Threats

- A lot of people can be interested in - Not having enough stock for our
our product opening
- Product placement - Animals not being as cooperative as
hoping
- Collar can be uncomfortable for some
animals

The main advantage of our product will be first of all the fact that it is
innovative. We bring a new idea that will be useful for our company.
We will rely on the fact that we are first to impose ourselves on the market
without competition.
It is an easily usable product that will have a great advantage in the relationship
between man and animal.

Strengths always hide weaknesses, so ours is that we will come out of the
unknown to impose ourselves in the world.
It is also an innovative project that requires a large amount of capital that we do
not yet have at our disposal.
We are a daring young band. We will take advantage of the opportunities
we will be offered, especially the great interest that the public will have in our
product. We are certain that it will bring them complete satisfaction.
 Aware of the stakes we will be exposed to, we know which threats could
hinder us as soon as our product is launched on the market. We could be
affected by a large demand compared to the supply we could make available.
But also, the most important thing would be that the product is accepted by the
animals, considering the comfort and practicality of the product.
 Marketing

We want to be known and people to talk about our product, if possible, on

social medias, before the launch. That’s why we have already contacted
Instagram’s most famous people who accepted to try our product and speak
about it on their posts or videos.

We also already have plenty customers thanks to our Kickstarter. It helped us to

have enough capital to develop our company and product, those investors also
gave us advices for our design and possible future updates of the product.

To commercialize our product we are looking forward to post this add on the red
buses of London that are known all over the world and that almost all visitors
take to visit the city. In the other countries we plan to instal advertising
billboards in the streets and on the buses stops.
 Sales Strategy

We have the chance to have an innovant and unpublished product, it

means that we will be the first and only makers and so beneficiary thanks to the
non-existent competition.

Petalk will have a strong image and packaging based on activeness and
happiness, we want to show the goods of talking to your pet and that we can do
much more things together than just take them out and play with them
occasionally.

We’ve contacted our local pet shops and veterinaries, they all appeared to be
interested in our product. We already have an agreement with most of them to
make them our official resellers. Some of them also plan on using our device in
their own advertisement. Having the chance to sell our product in those kinds of
shops will allow us to have as many clients as possible.
We also have our own website, this one will be our priority to develop and will
be our first income. Petalk.com will allow us to deliver outside everywhere in
England even abroad when needed.

We plan on making different levels of translation with stronger or lower

vocabularies in order to adapt to the younger customers. Indeed, parents might
not want their kids to learn bad words from their pets.
 Financial forecast
The financial plan covers all the expenses needed for the company so we
must establish it before the beginning our activities. The financial plan should
craft a detailed map about the cost of inventory, payroll, equipment, rent, and
utilities needed for the company and how these costs will be covered by the
earned profits.

The Break-even analysis tells us how much profit “Petalk” should make to cover
the fixed and variable costs of production. In the future if the company manages to
sell 5530 units, we will have 159,740€ as shown in the table below which will cover
our future estimated fixed costs.
The gross profit margin (also known as gross profit rate, or gross profit ratio) is a profitability
measure that shows the percentage of gross profit in comparison to sales. In other words, it
calculates the ratio of profit left of sales after deducting cost of sales. Generally, the higher
the gross profit margin the better. A high gross profit margin means that the company did
well in managing its cost of sales. It also shows that the company has more to cover for
operating, financing, and other costs. The following chart shows the company’s expectations
for profit and loss. The company will begin to make a profit in its second year of operation.

Profit and losses

Petalk’s three-year profit and loss statement is displayed in the table below and charts below. The
company will begin operating with small loss in the first year as additional development costs are
incurred (rent, fixed costs, bank loan...). additionally, marketing efforts will be escalated during this
time, resulting in higher first year expenses. If we succeed on the the marketing plan pay off, the
company will begin making profit, with a profit projection of over 139 000€ by year 3.
The first chart below represents the monthly profit for the first year of opérations. The first 8
months are expected to be the time required for our product to reach a broader audience
and if we take in considerations our monthly costs and expenses we will start making profit
at month 9.
Which will directly influence our yearly profit in the second chart below; During year 1 we
expect mainly losses but once our product reaches peak costumer satisfaction which won’t
be an issue considering our marketing plan and our faith and dedication to our product of
use we will start making profit at year 2.
Our resumes