cost structure - oep report
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Cost Structure Analysis
OEP-Venture Lab 2012
Contents
1. Product Description
2. Corporate Activities
3. Cost Structure
4. Cost Estimations
The Idea - Fashion App
Our Visionis to combine the advantages of online shopping and retail stores shopping experiences in one product.
Our Product "Your fashion app"is a free service for young women to inform themselves about actual fashion trends and to receive a valuable and personalized shopping advice.
Benefits of our product
Fashion conscious women:● entertain with new fashion
impressions for free● valuable and personalised
shopping advice● articles can be bought and
tried on in a local shop● save money by getting latest
coupons and find local deals● have an overview of local
shops
Brands / Retail Stores benefits: ● access to a target group● high quality environment for
branding ● high customer attention to
presented message● highly personalised and
localized ad targeting● new customer acquisition and
activation of existing customers
Contents
1. Product Description
2. Corporate Activities
3. Cost Structure
4. Cost Estimations
Key Activities
B2C ConsumerMarketing
Acquire, retain and activate
consumers
B2B Advertiser
Marketing & Sales
Acquire business customer, generate
sales
FashionEditorial
Creation of fashion trend topics, style
selection, composing
Product development and
operations
Improve and operate product applications
ManagementHR, Finance, IR etc.
Corporate Activities: Marketing
● B2C "Consumer" MarketingB2C Marketing includes all activities to acquire, retain and activate end-users of our fashion app. e.g. online marketing, social media activities and email marketing
● B2B "Advertiser" Marketing & SalesB2B Advertiser Marketing includes all activities to announce our product for marketing professionals of fashion brands, online and local retailers, acquire new advertisers and engage them to advertise, link stores and products with our product.
Corporate Activities: Editorial
● EditorialConstantly creation of trend topcis and according trend styles constitute the value of our product: The source of inspiration in fashion. This will include○ Surveillance of global and local fashion trends○ Research of styles available in the market○ Creation of trend topics and accumulation of styles
from online ressources○ Composition, layout and publishing digital asset
Corporate Activities: Product Dev.
● Product developmentThe product development will establish new features within the application for consumers, advertisers and editors to make it more valuable, usable and feasible○ Design user interface○ Create visual design○ Design processes, objects and algorithmen○ Implement features and functions○ Integration of external interfaces
● Product operationsOperations will include all activities and costs for operating the service and maintaining it.
Contents
1. Product Description
2. Corporate Activities
3. Cost Structure
4. Cost Estimations
Cost structureProcess Activity Unit based on
B2C Consumer Marketing
Online Marketing /App Marketing
Budget (performance oriented)+ internal resource (Marketing Manager)
performance +effort
Social Media internal resource (Social Media Manager) effort
eMail Marketing internal resource (Marketing Manager) effort
B2B Advertiser Marketing & Sales
B2B Marketing internal resource+ budget (fixed)+ partner cooperation (commision)
effortfixed budgetpayoff
B2B Sales internal resource (Sales manager) effort / payoff
Editorial Trend topic creation
internal/external resource (Trend scout)+ content costs (license)
effortlicense
Partner linkage internal/external resource (Partner manager) effort
Cost structureProcess Activity Unit based on
Product develop-ment & operations
Product Management
internal resource (Product Manager) effort
Visual Design internal resource (Visual Designer) effort
Implementation internal / external resource (Developer) effort
Operations internal / external resource (Operator)+ hosting expenses
effort,traffic
Manage-ment
Management, HR, IR, Finance etc.
internal resource (Managing Director) effort
Contents
1. Product Description
2. Corporate Activities
3. Cost Structure
4. Cost Estimations
Cost estimations: Editorial
Editorial:● Number of trend topics / year: 650● Number of styles / trend topic: between 20 and 60
styles, average 40● Effort for style selection: between 2 and 7 minutes,
average 5 minutes● Effort for trend creation including composition and
editing: between 4 hours and 4 day, average 18 hours● Total effort for editorial:
2.145 hours / year (268 working days, 1,2 FTE)● Editors hourly rate: between 13€ and 70€, average 42€● Total cost for editorial:
90.000 € / year
Cost estimations: Product Dev.
Product development:● Product Manager including User Interface Design:
between 1 and 1,5 people, average 1,3 FTE● Visual Designer:
between 0,5 and 1 people, average 0,75 FTE● Developer:
between 1 and 3 people, average 2 FTE
Position Effort Calc. Resources Salary / person(2-3 year experience)
Full costs (incl. charges)
Product Manager 1 - 1,5 FTE 1,3 FTE 41,5 T€ 67,5 T€
Visual Designer 0,5 - 1 FTE 0,75 FTE 39,5 T€ 38,5 T€
Developer 1 - 3 FTE 2 FTE 38,5 T€ 100 T€
Total 206 T€
Further costs
B2C Marketing, B2B Marketing & Sales, Management costs would be estimated in two weeks based on further OEP analysis.
Thank you and contact us for more information!
contact@fashion-lab.de
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