bachelor’s thesis 2015
TRANSCRIPT
Helsinki Metropolia University of Applied Sciences
Bachelor’s Thesis 2015 Fernando Martinez Piñan
Helsinki Metropolia University of Applied Sciences
Metropolia Business School
27 September 2015
Author(s) Title Number of Pages Date
Fernando Martinez Piñan NOVO T-Shirt News 85 Pages 27 September 2015
Degree International Business
Degree Programme Business Bachelor
Instructor(s) Supervisor(s)
Maximo Cortes Navajas Maximo Cortes Navajas
It is an idea that takes has ben planned for several years and now we can carry it
out. Combining two worlds that passionate me, one is the world of design and the
other sector is the magazines.
We have developed a unique product that does not yet exist in Spain, and is the
combination of magazines and textiles; the designing’s are unique and limited.
This product came to market under the name "NOVO" a simple and attractive
brand offering not only different designs and patterns on shirts, but all gathered
together under the literary aspect, because the initial idea is a magazine; The
format is not the paper itself but rather a t-‐shirt. (NOVO because is new and no
other brand or company has engaged in this industry or new market, T-‐Shirts, as
the magazine is printed on a T-‐Shirt . And finally "NEWS" because news and
current affairs are counted within the magazine.)
NOVO pretends to reflect and show personality, rebellion and originality to it´s
customers, which they buy the magazine in order to entertain and stay in style
and trend at the same time.
"We do not follow trends, but we set trends."
Keywords:
2015
Final Thesis. FERNANDO MARTINEZ PIÑAN
Red & Approved by: Máximo Cortés Navajas
Final Grade: 8/10
List of Content
Introduction pag. 2
1.
Presentation pag. 3
1.1.
Company´s name pag. 4
1.2. Presentation of the founders pag. 5 1.3. Origin of the idea pag. 6 1.4. Business objectives and project proposals pag. 6 1.5. Executive summary pag. 7
2.
Business activity pag. 9
2.1.
Definition of product characteristics pag. 9
2.2. Market to which it is addressed and needs covering pag. 12 2.3. Distinguishing features pag. 13 2.4. Regulatory standards Product pag. 14
3.
Identification market analysis. pag. 14
3.1.
Market definition pag. 15
3.2. Situation of the sector and PEST Analysis pag. 18 3.3.
Competition and SWOT analysis and analysis of Porter's Five Forces pag. 20
3.4. Intended holding pag. 24 4.
Marketing and marketing. pag. 25
4.1
Determination of the sale price pag. 25
4.2 Brand policies pag. 26 4.3 Communication pag. 26 4.4 Distribution channels pag. 28 4.5 Sales Policy pag. 29 4.6 After-‐sales service and customer warranty pag. 29
5.
Production and operations. pag. 30
5.1.
Facilities, means and equipment pag. 30
5.2. Manufacturing / sale. pag. 30 5.3. Supply and Inventory Management pag. 31 5.4. Calculating production costs pag. 32 5.5. Quality control and certification alleged pag. 36 5.6. Date of commissioning pag. 37
6.
Location
pag.
37
6.1.
Location and location criteria pag. 37
6.2. Land, buildings and facilities pag. 38 6.3. Communications and infrastructure pag. 38 6.4. Public aid for location pag. 39
7.
Organization and human resources. pag. 39
7.1.
Design jobs pag. 40
7.2. Recruitment and Hiring pag. 40 7.3. Human resources management pag. 41 7.4. Organization and internal communication pag. 41 7.5. Outsourcing Activities pag. 42
8.
Financing and financial and economic analysis pag. 43
8.1.
Initial investment and financing and Amortization Table. pag. 44
8.2. Selecting funding sources pag. 45 8.3. Pension account results pag. 47 8.4. Table cash-‐flow forecast and VAT pag. 48 8.5. Forecast balance sheet pag. 49 8.6. Project profitability and analysis of key ratios pag. 51
9.
Formal and legal aspects of the project. pag. 54
9.1.
Choice of legal form. pag. 47
9.2. Shareholder distribution managers. pag. 54 9.3. Fiscal arrangements applicable. pag. 55 9.4. To carry out administrative procedures. pag. 55 9.5. Insurance, licenses, commercial contracts. pag. 56 9.6. Obligations of the company, accounting, tax and labor. pag. 56
10.
Corporate image. pag. 57
10.1
Web page pag. 57
10.2 Image Management. pag. 59 10.3 Quality management. pag. 59 10.4 Corporate Social responsability. pag. 60
11.
Conclusion pag. 65
12. Bibliography / References pag. 66
Annex (part II)
Introduction:
Novo T-‐Shirts News, whose only founder is Fernando Martinez Piñan, along with a second
partner, Jorge-‐Mario Piñan. Novo T-‐Shirts News is dedicated exclusively to the sale of
magazines, in this case is produced in the form of a shirt. These shirts are on sale at the
official website www.novotshirt.com; where the sales of product and the registration of
individual users is done through this page. Payment is made through PAYPAL platform.
The distribution to consumers, will be done by mail. So there is not a local established for
the sale of these shirts. Product manufacturing is done through a subcontractor. The final
product is not a shirt but rather a magazine; because the shirt is just a format in which the
magazine is sold. The purpose of this magazine is to educate the reader.
This is done through the use of current issues and problems, and other topics considered
relevant and of general interest. These issues and topics are not closed, nor aggressive or
offensive. This is due to the philosophy of the company. This philosophy is based on
honour, respect for others and above all, make the world a better place. These shirts are a
limited edition because they are not mass-‐produced. So the amount produced are made
depending on the number of consumers, and never being produced in the future. Thus
ensuring a unique limitation of the product. This are printed with a series of personalized
prints produced by artists. These artists are of Spanish nationality; these can be known
artists or future art promises and collaborations with recent college graduates.
The consumer not only receives a T-‐shirt, as this business focuses on selling magazines;
along with the t-‐shirt the article is received. The article depends not only on the
perception of the artist about his work, but also about the history behind the print. This
article will be printed on the packaging of the t-‐shirt and on the t-‐shirt itself. The magazine
consists of a folder, which holds the t-‐shirt. So the consumer not only receives the shirt but
also the article on this. To protect the rights of the artist, the name and the title are both
printed on all t-‐shirts.
1. Presentation:
Here I present my final project. A business project about a business idea and a plan of
financial viability to be developed within. The company in question is "Novo T-‐Shirts
News", a limited company formed by two partners (Fernando Martinez and Jorge Mario
Piñan Gamazo). This company belongs to the magazine industry within the fashion
industry.
It is an idea that takes has ben planned for several years and now we can carry it out,
analysing it the following project. Combining two worlds that passionate me, one is the
world of design and the other sector is the magazines. We developed a unique product
that does not yet exist in Spain, and is the combination of magazines and textiles; the
designing’s are unique and limited. This product came to market under the name "NOVO"
a simple and attractive brand offering not only different designs and patterns on shirts,
but all gathered together under the literary aspect, because the initial idea is a magazine;
The format is not the paper itself but rather a t-‐shirt. (NOVO because is new and no other
brand or company has engaged in this industry or new market, T-‐Shirts, as the magazine is
printed on a T-‐Shirt . And finally "NEWS" because news and current affairs are counted
within the magazine.)
NOVO pretends to reflect and show personality, rebellion and originality to it´s customers,
which they buy the magazine in order to entertain and stay in style and trend at the same
time.
"We do not follow trends, but we set trends."
The business plan was carried out by a partner and sole founder, between the months of
January and July 2015, but as already mentioned, we took a long thinking in this project,
with the intention of being able to implement it in the near future time.
In this way, we hope to achieve with this project a good foundation, with clear and precise
of what could be our company within a short period of time; data to determine their
chances in the real market. In order to know if this is a viable idea, with a profitable future
once it is put into practice.
In the beginning, we plan to implement it in the Spanish market, but with an
internationalization plan in mind. Expand mainly in Europe, where the passion for fashion
is similar or higher than in Spain and consists of a very large market. Primarily
representation in Germany and the Nordic countries. It is not restricted to only Europe but
also as the future expansion is to enter the American market with special reference to the
Latin American market. While Asian countries are not the main objective of the brand but
also the possibility of sending is not being discarded.
Our products are develop in Spain. We work with Spanish companies for the realization of
the products. With special mention of the artists of Spanish nationality. A very Castilian
Spanish brand value.
1.1 Company´s name.
• Company´s name: Novo T-‐Shirts News SL
• Name and logo of the brand: "NOVO" whose logo is as follows. (This mark has not being
registered)
Image 1
1.2 Presentat ion of the founders 1.
Fernando Martinez Piñan; 24 years.
Education:
Double Degree in Management and Entrepreneurship and Law.
Degree in International Business.
Center:
Universidad Europea de Madrid.
Metropolia University Ammattikorkeakoulu
Location:
Villaviciosa; Madrid.
Vantaa campus; Helsinki.
Experience:
Translation draft without adaptation of the play "Shrek the Musical 2011".
SADISA administrative assistant in the Business Group during the summers
of 2010, 2011 and 2012.
Law and Business Practices UHY & FAY.Co 2014.
Jorge-‐Mario Piñan Graphic designer.
Job:
EDIGRÁFICA Art & Design
September 2005 -‐ Present (9 years 10 months) Santander
Education:
SATER Arts Center Arts &
Independent courses:
• Master UIMP: Design, Emotion and Method.
• Training Adobe Flash.
• Training Adobe Dreamweaver.
• Training Apple Final Cut Pro.
• Intensive Seminar creative photography.
1 Annex 1. 2 See section 10.1
1.3 The origin of the idea.
The idea began a couple of years ago. Having an entrepreneur character and having a great
desire to create a company together with my passion for design, and reading relevant and
interesting topics. Led me to think about creating a company that is devoted to something
directly related to these topics, where all these aspects should be present.
Being investment the main problem, we decided that the investment should not be a large
sum of money. I did not want something that needed a great investment. Because of the
few aids that are currently available. Thinking about a business model in which I was the
designer of the final product, where manufacturing will be done by a subcontractor.
One of the advantages of our product is it´s simplicity. Working together with artists and
designers. This relationship will be as close as possible to ensure a product that meets the
expectations of both parties. Solving one of the major problems we are introduced to when
buying shirts. After years buying shirts would be useful to know that it is possible to
constantly receive a T-‐shirt, which ensures that not only have a striking design, but which
in its whole is intelligent. Along with the certainty of knowing that they are limited and
exclusive.
1.4 Object ives and proposed business project .
As for the project objectives, we are going to position ourselves in the market mainly
magazines, and additionally in the market for fashion and design. By combining various
aspects of the product and the penetration of various markets simultaneously we intend to
minimize risk. With a retro, minimalist touch, while striking, penetrate in a sector of the
population seeking self-‐identify with our product while looking for exclusivity and
uniqueness.
To do this at the beginning we will be advertising ourselves in other magazines. Along
with advertising in magazines posts fitted in the surfing competitions in the North
Cantabrian sea, as well as competitions in various skate parks all this along the Cantabrian
coast. Finally offering the product to bloggers from Spain freely so they can comment on
the clothes they wear.
On our website there is a section of photos sent by subscribers. The best pictures
uploaded to Instagram´s magazine will be chosen. To be shown in the section "Space" at
the website of the magazine2.
As for the manufacturing as mentioned above it is made by a subcontractor. The
company´s name is Camigraphic Lab3; located in Santander. The company was chosen
because of the experience it has on the printing industry. Next to our office location
facilitates the communication and ensuring being able to review the product in the
shortest time possible in order to find flaws in the shirts, in order to bring production as
efficient as possible. The competitiveness of the company is high and knowledge of the
various media is very beneficial to get a good quality product.
The shirts will be chosen through the website: Lineatextil.com. This is the best solution for
finding quality shirts at a very competitive price. The stock will be minimized, based on a
policy for training and "Just In Time" in order to reduce costs, but always with enough
material to meet unexpected increases in demand.
1.5 Executive Summary.
The company sells magazines, for this I was chosen to re modernize the concept of the
design of the magazine, transforming it into a t-‐shirt. The magazine will be registered,
patents and registers under applicable law in order to ensure market position and reduce
possible copies and imitations that may arise after the launch of the magazine.
We will take care of the design and drafting of the magazine; while printing the same will
be outsourced to the company Camigraphic Lab, located in Santander, and company with
which the partners have worked with before. This company has been selected not only
because of previous work experience but also because of the results and the high
competitiveness, along with our mutual desire to expand and grow in the sector.
Camigraphic Lab has a large capacity, knowledge, and machinery for growing and
expanding with NOVO T-‐Shirts News.
2 See section 10.1 3 See Annex point 2.
The project will be carried out with an initial investment of 36,100.00 euros, of which
6,100.00 euros related to equity, provided by us partners, and 30,000.00 euros originate
from the bank loan, external financing through the ICO grant by Bankinter.
Expected sales of 52,131.60 euros for the first year, which will be increased each year are
projected year 2 for a total of 184,957.15 euros and 232,113.45 euros for the third year.
The net profit of the company will be the first year -‐57.66 euros, resulting in a loss during
the first period of activity. During the following years the net benefit increase amounts to
about EUR 57,146.98 and 73,216.47 euros for the second and third year respectively is.
Year 1 Year 2 Year 3
EBITDA 2.774,34 € 62.280,89 € 80.836,83 €
The company will be located in Santander along with its office, the product originated by
the enterprise will be distributed throughout the country by the national postal company.
The planned start-‐up corresponds to January 2016 as the date of release of the first issue
of the magazine.
NOVO T-‐Shirts News has a limitless capacity and has a good team of people with the skills
to make this business a profitable business. The financial accounts are stable and solid, the
company has a great possibility of growth and expansion in the market not only Spanish
but also with the possibility of exporting this brand with such a attitude. “Castellana”.
Advertising is an important section for brand recognition and to reach our target audience
so different means will be used for this process. Using social networks, which generate a
large volume of visits, at little cost, they are the ideal way to start advertising. NOVO will
follow several different advertising strategies starting from creating a Google account
AddWords for optimized internet search. Advertising in other magazines. Along with other
forms of advertising such as face positions in various competitions and promotions events
in which meets our target audience.
The company is dedicated to sell through Internet, making a significant investment is
needed to establish a website to function properly, and to ensure guests a good privacy
protection; together with an efficient and simple web that is easy to use and ensures
optimal comfort to our customers.
All orders will be made by the section "product" on our website, all customers are obliged
to register and data will be stored in our databases. To ensure greater reliability in the
magazine, the payments were made through PAYPAL platform. This is beneficial for us
because it creates greater security and trust to attract customers.
2. Company´s activi ty.
NOVO is a magazine, consisting of a written document, whose length is no more than one
page A4, this part of the magazine will be extended in the future to a maximum of 6 pages
A4 size, which will be composed of three printed pages both sided. And finally the shirt
comes within the magazine will print in this shirt design created by the artist as well as
text or small text quotes on the back of the shirt.
2.1 Definition of product characteristics.
Image 2.
The company sells magazines, this format is printed on a shirt. So two products are offered
by one.
On the one hand we have: T-‐shirts4; The first decision on the design of the shirts is the
base colour (the colour of the shirt), on which it will work, in order to minimize the use of
inks and reduce unnecessary costs. These shirts are high quality. The colours and designs
of these are decided each month. Since artists and printing on shirts design takes time and
a month is long enough to design and produce t-‐shirts to be distributed.
The designs and patterns are made by artists and designers. As will collaborate with
future promises of art and known artists. José María Incera aka "Puchi" is one of many
artists who already are working and there are several projects in progress. "Cuca Nelles"
another source artist of Santander has also offered to collaborate with the magazine. Other
more unknown origin artist such as; Javier Saez Trugeda graduate in Fine Arts from the
University of Cuenca. Together with renowned street artists, from different points of the
peninsula, names of graffiti as Okuda, Jank, DP2 Crew, TVE, theft, AK's ...
These designs will be placed in front of the main shirt; There may be some modification in
versions, due to the opinions and ideas of the artist. While the text of the magazine, or an
appointment of this will come printed on the back.
4 Annex 3.
Moreover t-‐shirts offer an artistic and educational touch. Magazine or text; This is done by
using current topics and as well as other issues considered of interest. These issues are
not closed, nor aggressive or offensive. This is because the philosophy of the company.
This philosophy is based on honour, respect for others and above all, make the world a
better place.
This text will come narrated by different writers. These writers may be the same artists,
describing their work; or interviews that are made. On the other hand we have the
possibility of culturally relevant texts written by students and writers. Fernando Bolado,
graduate of the University of Cantabria in Philosophy, Fernando Martinez Valle degree in
Economics, Patricia García-‐Gallardo Frings Law degree.
The extension of the magazine will be of A4 size page. The text printed on the first page of
the folder and the text of the shirt may not match each other, but if, they are related.
This means that at first the magazine will consist of T-‐shirt with printed design; and the
text or part of it. The extent of this will be on one page at the beginning with the idea of
expanding up to 6 pages; Including the future possibility to advertise in the magazine.
The packaging of the final product will look like:
Image 3.
Black wallet with white letters symbolizes the simplicity and luxury of something unique.
The cover of the magazine is not only simple but it will come in two editions the first is the
classic black folder or cream / sepia folder. The folder will hold the shirt. While the text
will be printed on the t-‐shirt and on the front page of the folder. As mentioned above this
text may not be the same.
2.2 Market to be targeted and needs covering.
Our target customer is anyone passionate about the world of fashion and design, as well as
readers of magazines, looking for a different magazine. They are looking to enjoy an
innovative and tailored product. We respond to fashion and time when differentiation is
sought. NOVO pretends to convey personality, rebellion and originality to its customers,
which buy the magazine in order to entertain themselves and stay in style at the same
time.
These people are between the ages of 20 and 34, including the middle class, (Medium-‐
High, Medium-‐Low and Medium-‐Medium). Belonging to a socioeconomic index (IA2, IB, IC
and ID)5.
5 For more information see annex point 3.1 paragraphs D.
As mentioned above, we try to locate within the Spanish territory. In search of a potential
customer looking for exclusivity, while a characteristic and design with a clear meaning.
The need that’s been coves is to stay fashionable and solving the difficulty of finding a
product that the customer can identify as been their own. NOVO provides the ability to
solve these problems in a unique way. The monthly magazine meets this two basic needs.
First the need to wearing clothes with the intention of staying active culturally through
reading.
2.3 Differentiating characteristics.
In terms of design, as a small company facilitates rapid responsiveness to current
consumer tastes. Offering an innovative product with new and unique designs. The rapid
reaction capacity is a good distinguishing feature, because after sending magazines the
reaction of response from consumers is expected. This will be done through the available
platform on the website forum and the various photos you upload to social networks.
Not having a brand reputation we strive to other important aspects to ensure this result.
The passion with which we work makes the product have a special character. Being a
combination of magazine and T-‐shirts, we are the only ones who offer this product. So the
main innovation is the idea; the idea of combining both aspects into one.
The simplicity and ease of the process is key, since the presentation of the product is to be
as efficient as possible, with the least possible cost to the pair of being a visually attractive
product. It is not only simple but gives the reader the feeling of having a little luxury.
Other magazines and new businesses can be a threat to our company, imitating the style
and arrange it on sale in a few months, assuming that a situation of high competition for
Novo T-‐Shirts News. To reduce this possibility the style of the magazine is registered
under industrial design, because this is a packaging format while all runs of magazines are
patented.
There are other brands and companies, which are indirect competition, such as Alibaba,
because these are engaged in the same industry, or offering the same products, but
similar. Whether clothing brands recognized by consumers who bring a more colourful
logos and more social recognition. These can be Volcom, Quicksilver, Billabong, Stussy,
Happy Hour ...
2.4 Standards product regulation6.
In the legal aspect of the magazine is governed by the following rule "Law 14/1966, of
March 18, Press and Printing." By which must meet the requirements and have to adjust to
this. While there is freedom of expression.
To comply with all legal principles NOVO fulfilled the requirement of a series of laws to
take into consideration in order to be legally completely transparent and above all in a
situation of legal protection in any situation and inconvenience that may arise in the
conducting business functions.
It will be taken into consideration and the existing requirements will be fulfilled in the
following laws; "Royal Legislative Decree 1/1996 of April 12, approving the revised text of
the Copyright Act passed, regulating, clarifying and harmonizing the applicable statutory
provisions on the matter." In order to preserve the rights of author of the work not only
graphics but also the literal magazine. Along with this law not only the brand but the
designs by "Law 11/1986 of March 20, on Patents." And the patented it "Law 17/2001, of
December 7, Marks."
3. Identification market analysis.
A definition of the market to which the product will address is performed: Dimension,
Location; consumption; structure; Type of customers; Market actual and potential market.
3.1 Definition of the market.
NOVO engages in the sale of magazines, the first step in knowing the market in which we
will locate and know the different types of readers, grouped by gender, age, and index
socio-‐economic and the social class to which They belong.
6 Spanish and European Legislation
Image 4. Source: Asociación par la investigación de Medios de Comunicación.
A. Dimension:
The size of our business is near limitless been the language the only barrier that can easily
be broken. It means that entirely depends on the level of acceptance of our customers.
With a forecast of international expansion, the Spanish market is not the limit; Latin
America can be a potential consumer of our products, since the language is not a barrier,
and the same product will be sent without adaptation. In the future, the translation of the
magazine will be possible, once secured the necessary portion of the Spanish market, in
order to ensure the survival of the magazine. International expansion to other countries
under the international section to the magazine in English.7
Since we focus on the Spanish market: Specifically on a percentage of the population
39.8%8. Being this percentage of the Spanish population read magazines. Although our
market potential is much lower than this figure.
7 Overall summary of results EGM; October 2014 to May 2015, AIMC. (Annex point 4) 8 Source: http://www.aimc.es/-‐Datos-‐EGM-‐Resumen-‐General-‐.html
Image 5. Source: Asociación par la investigación de Medios de Comunicación.
The magazine sector, like many other sectors have been affected after the crisis of 2007.
During a period of over 10 years the market has been declining with a slight recovery in
2008. Since then the number of readers Spain has been declining gradually. This is not just
because people stop buying them, but the Internet has caused a new trend, whereby even
the magazines are sold electronically via the Internet.
B. Location:
Our head office and the offices of the company are located in Santander. The location of
our market is scattered throughout the Spanish territory. Still the biggest selling point of
the northern Spanish peninsula including in this the downtown area as the capital Madrid.
C. Telematic routes:
Our website will facilitate contacting and obtaining information for all consumers; along
with the phone, mail and postal address of our offices. Magazine advertising is done
through social platforms, networks such as Facebook, Instagram, Tweeter and YouTube.
D. Total Market:
With reference other magazines like Surfer rule, 3sesenta and Dogway that together have
an estimated 62,000 copies of magazines per month run. Dealing with various issues of
some magazines are surfing and other Skate, located in the peninsula because the qualities
to the world of surfing and skateboarding. These focused on these customers performing
these sports magazines they are also target of our company. Since the potential consumer
belong to this target in which our magazine is oriented.
Image 6. Source: Asociación par la investigación de Medios de Comunicación.
In the market for magazines, monthly circulation is equal to 10.73 million readers. Of
these readers only a small portion is our target customer, having as fields age and social
class. Since the price of the magazine is an expense that cannot be attractive for the lower
classes.
E. Potential market:
Our potential market is an audience of middle class, demanding and willing to pay income
exclusive product. After analysis of the total market and concluded that we could generate
sales of 0.5% of the population, with an annual increase of 0.5% after the passage of time
locating our target of 1.5% the third year. It comprised the ages of 20 and 34, it is
estimated that the total number of serious readers a total of 88100. So the percentage of
the population that would like to think that our product is 1321.5 readers. Our estimates
are based on the number of faithful readers the magazine is reduced to a very limited
number. Along with potential consumers who choose to buy the magazine sporadically.
Thus you cannot satisfy a large number of readers. But this depends on the level of
acceptance of the journal.
3.2 Status of the sector.
PESTEL analysis is a tool for strategic analysis through a series of external factors, so the
company is affected:
•Political:
The "National Commission of Markets and Competition" (CNMC) is the official
organization responsible for developing appropriate on how to establish the regulatory
framework recommendations. Spain "Adigital" has launched the first collaborative
business association economy (Spanish Association of the Digital Economy). This
association has priority to foster dialogue between all stakeholders of the digital economy
and analyze the impact of this type of economy in society. Reforms that may affect SMEs
by different political parties. In our location Cantabria affected by the proposals of the
current government.
• Economic:
After the crisis or the number of readers of newspapers, magazines and newspapers
registered a considerable drop. This is because consumers are not willing to pay the prices
set for reading the physical format, but the adaptation of the digital market, which is more
appropriate because of the lower price.
• Socio-‐cultural:
This is a time of great economic, social and environmental uncertainty. When they are
taking place a series of rapid and radical changes, with scope and consequences are
difficult to predict. The lack of credibility in the system and its institutions, coupled with
the economic crisis. As a result, impoverished population has more than 6 years ago. They
are not willing to spend their capital without considering the need.
• Technology:
Technology has been decisive, as it is the great enabler for competitive development of
companies. The evolution and maturation of social networking sites has created the
perfect for the development of the economy and building trust in the digital market
context, which are becoming more competitive and within reach of the majority of the
population.
Currently, about 40%9 of the world population uses the Internet, although distribution is
very uneven. In developed countries, 75% of the population uses the Internet. In the
coming years, the upward trend will continue due to the improvement of infrastructure
and public access to mobile devices such as tablets and smart phones.
• Ecological:
The intensive and inefficient use of energy.
Legislation and the regulation concerning the use of toxic products for printing on
consumables.
• Legal
Therefore, the law evolves more slowly than social change, requiring swift action by the
legislature in order to ensure equality within the collaborative economy and traditional
economy, especially in areas such as legislation prosecutor of "prosumers" (income tax,
VAT); the protection of the rights and interests of consumers; the central register of actors
and collaborative activities; regulations to build trust among consumers.
9 Source: Europa Press.
Competition 3.3.
Michael Porter provided a model whereby a determining sector is influenced by five
forces. This model is called Porter's five forces and focuses on examining the
attractiveness of an industry. These five forces are determining the profitability of the
industry.
1. Threat of substitute products:
Production of Novo T-‐Shirts News, is unique there is currently a company that offers the
same product or that have the same characteristics, so this is a unique product. The
possibility of threat by a substitute or similar product is quite high. This is due not only to
the magazine but also the shirt itself. Today everything can be perfected even imitated by
others. This web-‐based industry in general, we have a lot of input threats due to its low
cost and lack of special features, thus finding a low level of entry barriers. Today, the
creation of a platform and / or website is not expensive, and the time required is quite
small.
While our product is making a magazine, along with the delivery of a shirt; many existing
magazines perform the same process, providing various types of products. Technological
Threat of substitute products: High imitation factor. New companies.
Low barriers to entry.
Bargaining power of buyers or customers: Freedom of choice.
25% reduction virst quarter.
Bargaining power of suppliers: Camigraphic Lab. Platform website.
Great choice of providers.
Threat of new entrants competitors: High threat.
Relative simplicity of the market. High Competitiveness.
Rivalry between existing competitors: Great rivalry in the sector.
Alibaba. Volcom. Companies in textile printing.
devices to creams for skin care. To make consumers assess the possibility of buying due to
its appeal.
Other magazines and new businesses can be a threat to our company, imitating the style
and arrange it on sale in a few months, assuming that a situation of high competition for
Novo T-‐Shirts News.
2. Bargaining power of buyers or customers:
Customers do not pose a bargaining power when purchasing the product; but these have
the power of free choice. If these what they want is a free shirt can buy in any store and a
magazine kiosk in the first corner.
Potential customers of the magazine are defined within a sector of the population with an
income and a socio-‐cultural medium and high position. It is not possible to satisfy the
needs of all sectors of the population with a single product.
So the proposed price is not attractive to a segment of the population because they do not
have the necessary income to afford to buy the magazine every month. To facilitate this
situation for the first quarter of each year, the price of the magazine will be reduced by
25%. This means not only an opportunity to increase the number of subscribers but also
to alleviate the situation after the Christmas period.
3. Bargaining power of suppliers.
Within the web-‐based industry, and although there are many parties involved in creating
NOVO, as the platform website. The low complexity and specialization of the service,
makes it quite easy to find alternative suppliers of hosting, domain, software, credit card
processor ... etc. Therefore, it has many alternative options in Internet makes the
bargaining power of suppliers are notoriously low.
In the production process of the magazine, the bargaining power of suppliers is also
relatively low, this is because there are a lot of companies in Spain dedicated to printing,
so finding service is relatively the same. The only complication is finding a company that
has the same knowledge and experience CamiGraphic Lab.
While for the purchase of the shirts and the need for making the magazine material they
can be found in different companies, not only through the Internet but also physical
establishments engaged in the sale of such material. So there is not one single supplier,
making the industry a competitive market. Which we can use to get the best prices.
4. Threat of new entrants competitors
The relative simplicity of the market offers a wide range of possibilities for new companies
wishing to break into the market. So the threat of new competitors in the industry is
relatively high, as imitation and copy of the idea is quite simple. The only drawback at the
time of entering the market is highly competitive not only existing in the industry but also
the complicated and lengthy process of consumer awareness of the existence of the brand.
5. Rivalry among competitors.
There is intense competition, the main competition is Alibaba, and companies engaged in
textile printing and selling T-‐shirts, and big business magazines. Which they have the
ability to imitate the product, and many magazines offer supplements, and these caps
creams beach bags and various tools, as well as after being filled primers offer a certain
product by purchasing a number of copies. Fashion magazines and heart have the greatest
range of fidelity in the magazine industry being accompanied by other magazines as
interesting...
SWOT Analysis: Divided in two variants, on the one hand have own internal business
factors, and partly external market factors on which we are located.
Internal Factors
Weaknesses Strengths
Distribution Channel.
30 days for design.
Low stock.
Easy to imitate idea.
High quality product.
Low investment.
Low quantity of stock.
User verification.
External Factors
Threats Opportunities
Niche market.
Competition.
Legislation and taxes for online sales.
Economic Crisis.
New products.
Possibility to provide kiosks.
Growing possibilities.
Own elaboration.
Internal factors:
-‐ Strengths: Great product quality and design. Requirement little investment to start
working with the business. At the beginning the company will have few employees which
facilitates not only communication but also decision-‐making. Stock required small amount
of reducing cost and need not maintain a large log. High standard service, user verification,
this is carried out double checking system; which increases confidence and security
among users.
-‐ Weaknesses: Distribution Channel, because the shirts are to be carried to Santander and
distribution to the end customer is done by the state-‐owned post office. You need at least
thirty days for the design, which is a high performance level. Small amount of Stock, which
can mean that it can not supply the total demand if this is increased unexpectedly. Online
payments can create security risks. The idea can be easily imitated and copied. Nothing
will prevent competition from presenting the same product. Very unpredictable business
model.
External factors:
-‐ Opportunities: New products that can be sent to stores in order to reach more consumers
and to present the brand in various shops throughout the country. Which is a recognition
of the largest brand by our potential customers. Thus increasing the number of sales of the
magazine.
Possibility of supplying kiosks with special contracts, like several shops that want to have
our magazine in their store. Potential for growth not only in Europe but also in Latin
America
-‐ Threats: The economic crisis has affected the purchasing power of many families who are
not willing to afford luxuries and whims censers due to the current economic situation,
although this positive over recent years. Small market niche. Along with lots of
competition in this market. The variety of products offered today in immense. Other
companies involved in textiles posed a big threat are Alibaba, the online textile brand with
the highest growth in recent years and can continue to grow at the same pace due to its
competitive advantages in this sector.
Other brands online magazines that sell their products on the network constantly and
easily, as daily newspapers and other magazines that are an indirect competition for the
NOVO brand. It should be taken into account regarding online business laws and taxes to
which they are subjected.
3.4 Participation planned.
Our potential market is an audience of middle class, demanding and willing to pay income
exclusive product. After analysis of the total market and concluded that we could generate
sales of 0.5% of the population, with an annual increase of 0.5% after the passage of time
locating our target of 1.5% the third year. It comprised the ages of 20 and 34, it is
estimated that the total number of serious readers a total of 88,100. So the percentage of
the population that would like to think that our product is 1321.5 readers. Our estimates
are based on the number of faithful readers the magazine is reduced to a very limited
number. Along with potential consumers who choose to buy the magazine sporadically.
Thus you cannot satisfy a large number of readers. But this depends on the level of
acceptance of the journal
4. Marketing and marketing.
Novo T-‐Shirts News is not just a magazine, but a new proposition to the world of magazine
and paper. Trying to get out of this habit; NOVO with its proposed new magazine aims to
reach all those customers looking for differentiation. By reading the magazine and wear
the shirt, brings together people who have the same tastes and interests. That clearly will
be visible to other readers of the magazine and grant you. Additionally using the technique
of "mouth to mouth" indirect advertising for the magazine.
The policy of an affordable price, and the fact our brand advertising; not only in social
media but also in other magazines. In order to make ourselves known to our potential
customers.
4.1 Determination of the sale price.
The sales price of the magazine is 33 € originally somewhat high but reasonable price;
Since this is a work of art. Although at first the magazine was marketed at a price of € 25
during the first quarter in order to obtain a consumer base. This strategy will be repeated
at the beginning of each period during the first three years. This is based on the idea that it
is necessary not only to acquire a consumer base at the beginning of each year; but also
the situation in which is the majority of the population after the Christmas holiday period.
The selling price is calculated based on production costs as well as costs of shipment. But
the sum of a percentage, about 50% in order to ensure a benefit to the company, and cover
a number of other costs necessary for the production of the magazine.
In the absence of a similar product or a direct competitor dedicated to the same type of
products the estimated selling price based on the average price of a shirt. As a white label
shirt ranging from 3 € to 5 €, while the t-‐known brands are usually higher than 28 €.
4.2 Policy.
The final product is a shirt but rather of a magazine; because the shirt is more than just a
format. The purpose of this magazine is to educate the reader.
This is done by using current topics and as well as other issues considered of interest.
These issues are not closed, nor aggressive or offensive. This is because the philosophy of
the company. This philosophy is based on honour, respect for others and above all, make
the world a better place. These shirts are a limited edition because they are not mass-‐
produced. So rolls are made depending on the number of consumers, never to be produced
with posterity. Thus ensuring a unique limitation of the product. The logo represents the
values of the company, simplicity, unique personality and a rebel originality.
4.3 Communication.
One of the first steps for proper advertising through internet, Google is investing in
AddWords. This tool allows Internet users to find our website, along with advertising.
When conducting searches are a number of advertising on the margins of the page Google.
This is done by searching for keywords. When Internet users use these words advertising
company appears. Getting better communication to our potential customers and attracting
users on our website. The investment is to be made for this tool will be 100 bimonthly. As
to optimize searches and get our customers to adapt the parameters to be updated.
Removing those parameters that are not a good investment in the communication of the
magazine.
Introduce a magazine can be a slow process and especially unsettling, so the strategy is to
advertise the brand at the beginning of the life of the company as quickly as possible.
Social networks are beneficial element considerably since the cost is greatly reduced, and
the number of audience is very high. So the website with social networks such as YouTube,
Instagram, Facebook and Tweeter, like Pinterest.
We will let you know in different magazines, by a somewhat ingenious advertising, the
main idea is to communicate to future readers of the magazine's existence and what you
offer. With reference other magazines like Surfer rule, 3sesenta and Dogway that together
have an estimated 62,000 copies of magazines per month run. It has the price of
advertising in various magazines, as well as the size of the advertising and the frequency
with which these magazines are issued.
Not be excluded that will own advertising artist his work. Not only in their social networks
but also in their circles next to him and others interested in their work known.
Another form of advertising is the "flyers" magazine in different shops and where is our
target audience, such as clothing stores, fashion, skateboarding, surfing and similar sports.
Along with the various campaigns to be made in various competitions and events we meet
our target.
Other methods of transmission and magazine advertising will be through the strategic
location of "Jobs" these will be present in areas which meets our target audience. Both
competitions Surf, skate, meetings and competitions of graffiti and street along the Iberian
peninsula artists.
As a last resort bloggers who increasingly have more fame and fans were used. They are a
very effective way of advertising and low cost, as these have a large number of followers
who constantly consult their blogs through photos in our jersey and the comments that
they make the product shown. Coming to convey the brand more future customers, this
can mean a significant increase in the number of copies produced for a certain spin.
4.4 Distribution Channels.
In the absence of own store, consumers will not have a store, which attend to buy shirts.
The expected sales volume is not large enough to have an exclusive shop for the magazine.
Known as E-‐commerce is the process of selling online, through the Internet, which saves
on costs and an effective way of selling the product. This was an increase over the years,
and selling online is constantly increasing. Not only in the world of magazines but also in
textiles and accessories, as it is expected that the market for online sales grow 70% by
2017 according to Forrester (Ecommerce-‐news.es)
By postal mail will be sent to the subscriber's monthly magazine. This will be done by the
subcontractor Seur or TNT or UPS, once achieved a user base to estimate the number of
shipments and get a quote. During the first period the sale of the magazine will be limited,
so that the postal mail service is used. TNT is a company dedicated to the parcel, which has
very competitive prices, especially for businesses. The study of the shipments will be
made available to the expectation of the roll, taking into consideration the number of
shipments and the possibility that other companies can compete with Seur such as TNT or
UPS. Assuming a cost savings.
Sales Policy 4.5.
It has made, and is detailed in the following table sales scenario for the following periods.
Forecast sales revenue for three scenarios; Pessimistic and optimistic expected, sales for
the magazine.
The estimate is represented as follows. An estimated 90% of production, this is the case
the expected scenario. This is due to estimate the number of subscribers and readers is
difficult especially during the first year of operation of the magazine. The remaining 10%
will be used for promotions, and free samples. In an optimistic scenario it is expected to
have a level of business of € 57,924.00 in gross sales while a pessimistic scenario would be
based on the sale of € 50,567.50 of the total production.
4.6 After-sales service and customer warranty.
The quality and design are our most important asset, this is reflected in the customer care
and the love and the care that is put into each of the magazines sold, so we want to offer
customers a good after-‐sales service and warranty.
"Clothes are like yogurts have an expiration date."
ZARA Saying.
If the product is defective; the consumer will be able to contact us through the website.
Detailing the type of problem, you propose a solution which will be beneficial for both
parties. Possible defects that can be found in the magazine have the replacement
guarantee a week after sending the product.
"Give them quality, is the best kind of advertising"
Milton Hershey, founder of The Hershey Chocolate Company "
5. Production and operations.
Being a project that outsource the manufacturing of our products below develops adapted
to this type of company.
5.1 Facilities, means and equipment.
The necessary means and needed for the manufacture of the magazine are quite complex
equipment; the different forms of production are as extensive as the type of shirt to use.
This means that a prior knowledge on the subject is required. Because different materials
are more or less tolerant of certain printing processes.
As the investment is limited to the company are also the means. The company does not
have all the media equipment and installations for the production of the magazine. This
means that the process is outsourced to another company with the means to produce a
quality magazine. So the company only has one office in which two people work with two
computers and a printer as well as the various supplements needed to generate ideas and
propose solutions to the problems that originated in the production of the magazine.
It is designed and the magazine is drawn through information technology. Thus using
design programs, these programs have been acquired by the company, which specializes
in the design software. So our teams are mainly computers, these computers are
specialized for different tasks to which they are intended. One is an iMac computer
exclusively used for the design of the magazine. While the second computer is used for
other tasks. After the design is sent to the manufacturer, after acceptance and future
recommendations of the manufacturer proceeds to the realization of the final product.
5.2 Manufacturing Process / sale.
Concerning the manufacture thereof, as mentioned above, be carried out by a Spanish
company, Camigraphic Lab, expert in the printing process and prints t. For product
realization and the various means provided by the manufacturer they are used; and can be
printing, vinyl printing or stamping, along with other techniques such as sublimation, as
well as a new way to use colours such as silver and gold, call transfer. Referring to the
machines and systems used by the manufacturer, it does not have the information on such
machinery or facilities, being one of the strengths of this company, as the procedures used
are a competitive advantage for the company and not available Information specific to
each machine.
Since this process is outsourced to a specialized company. There is no information related
to the pace of work and productivity. Since we are not in the production of the final
product but the design. The manufacturer claims that you can make a certain number of
shirts in a defined period of time. It depends not only on the material of the shirt for the
drying time and the number of inks used and the colours of this as well as the printing of
the magazine. In the case of one ink for printing and one ink-‐shirt for the magazine it is
estimated to be producing a total of 25 full magazines at the time. Since the printing of the
shirt can de laborious process and longer depending of the number of inks been used.
5.3 Procurement and Inventory Management.
One of the most beneficial strategies for the company is the possibility of reuse of supplies,
minimizing the number of stocks that may expire and a limited number of magazines in
stock to meet contingencies arising. The company has provisioned with various materials
to create the magazine. T-‐shirts, rubber, paper and envelopes sent. The order is made at
the beginning of the month; depending on the number of subscribers, also considering the
possible increase of these, and the number of magazines aimed at a necessary building
relationships with potential future customers and stores samples.
These materials will be sent to our offices, except sweatshirts and paper. This is because
the subcontractor can store the role of the T-‐shirts, since it works with lineatextil.com
directly, and has a warehouse. With the only agreement that such products can only be in
store for a period of 10 days. The manufacturer is able to store a maximum number of 30
cases in which a total of 600 t-‐shirts, are stored for free. If this number increases in the
future. We need to outsource or find a low cost solution for the storage process.
The transportation of the final product will be transferred to our offices by the vehicle,
which has the company. We, in order to find any damage production and ensure optimal
quality to our customers, to be sent later to the final consumer, will pack them. In the
offices have copies of all necessary for creation of the journal material.
5.4 Calculation of production costs.
CONCEPT YEAR 1 YEAR 2 YEAR 3 Variable Cost 67.526,80 € 121.290,50 € 151.528,00 € Goods 18.876,00 € 46.428,50 € 57.865,50 € Personal expenses 24.000,00 € 36.000,00 € 48.000,00 € Mailing 7.840,80 € 19.602,00 € 24.502,50 € Advertising 14.210,00 € 16.310,00 € 17.810,00 € Digital platform 1.150,00 € 1.300,00 € 1.550,00 € Supplies 1.450,00 € 1.650,00 € 1.800,00 € Fixed Cost 8.090,80 € 8.090,80 € 8.090,80 € Leases 4.900,00 € 4.900,00 € 4.900,00 € Communications & Internet 358,80 € 358,80 € 358,80 € Amortization 2.832,00 € 2.832,00 € 2.832,00 € Total 151.235,20 € 258.762,60 € 319.237,60 €
Direct production costs are the following, we proceeded to calculate production of 100
units, as if a roll number is less than one hundred units costs are higher, and the project's
profitability may be affected.
Cost Quantity Price Total T-‐Shirts 100 3€ 300€ Roles 2 30€ 60€ Paper 100 0,2€ 20€ Bands 200 0,04€ 8€ Envelops 100 0,15€ 15€
Total 403€
The shirts are purchased by Lineatextil.com, printing plates for t-‐shirts are necessary for
printing the design, need two of them for the main logo and another for the article on the
back of the shirt.
Type C1 C2 C3 C4 Process 1 Ink 2 Ink 3 Ink 4 Ink Nº Magazine 100 100 100 100 Printing Price 2 € 3 € 4 € 5 € Price T-‐shirts 200 € 300 € 400 € 500 € Ink Price 0,2 € 0,24 € 0,29 € 0,35 € Cover Price 20 € 24 € 29 € 35 € Total 220 € 324 € 429 € 535 €
A material prices will have to add the price of print. This depends on the inks used as well
as for the shirt and the paper on which to print the magazine so the price of production to
100 t-‐shirts varies depending on the different processes and inks used.
Estimation: depending on the type of magazine. Each type of journal is classified as
follows:
Type Cost Type Cost Type Cost Type Cost C1.1 623€ C2.1 723€ C3.1 823€ C4.1 923€ C1.2 627€ C2.2 727€ C3.2 827€ C4.2 927€ C1.3 632€ C2.3 732€ C3.3 832€ C4.3 932€ C1.4 638€ C2.4 738€ C3.4 838€ C4.4 938€
C1: Represents the T-‐shirt has a single ink.
C1.3: While the second number represents the number necessary for text printing inks
magazine.
5.5 Quality control and certification alleged.
Legally quality controls on printing magazines are not as demanding as in other sectors.
Printing on T-‐shirts for the subcontractor is, so they are responsible to comply with
European and Spanish standards on toxic and harmful products that can not be used for
commercial printing.
Quality control of the magazine is controlled manually, and workers at the magazine. Since
all are packed and checked by employees trying to secure and provide the highest possible
quality to the customer.
We do not claim any certification at the beginning of the magazine for development and
this time we intend to create a magazine that the whole product is Spanish and ecological.
Ensuring a product 100% Spanish production and fully respectful of the environment.
5.6 Date of starts.
The launch of the company will be the 01/01/2016, launching our first shirt with the end
of the winter holidays this strategy is a bit risky because we depend on Christmas
advertising campaign to sell the largest number of copies.
6. Location.
Novo T-‐Shirts News plans to sell magazines throughout the country, this means that the
location of the company is determinedly important. It was decided to establish its
headquarters in Santander.
6.1 Location and location criteria.
It is intended to expand and have a presence on the peninsula, or shipments throughout
the Spanish territory. We locate in Santander, capital of Cantabria. Where the product is
fully developed than the manufacture of shirts. This means that we're in a well located
about respect for our work criteria peninsula.
This position has been selected for a very important for the proper functioning of the
company right. Madrid and Barcelona are perhaps the most recommended options, and
sent around the competitiveness of transport companies as well as for hiring the printing
process and printing of different companies. The mailing will be more efficient and
consume less time if the shipment is made from Madrid or Barcelona, since this is the
central point of the peninsula so that all major shipping points are in this. Which sent from
Santander for an additional charge, but not noticeably so high as to move to Madrid.
Printing companies and printing Madrid are more competitive. This competitiveness is not
an advantage but rather a disadvantage, quality and dedication we need is not available in
these companies. They prefer to work with a company in which the dedication and
expertise they bring to meet the various fields necessary for optimal development of the
magazine is known.
The sector of the population which will lead us is found mainly in the central and northern
part of the peninsula. The last reason why we have chosen Santander is due to its location
in the Spanish territory, being city a beautiful place in which the work can be a more
relaxed, sea, mountains, space and tranquility we breathe in the air makes the city ideal
pair Santander an environment of healthy and fun work not only for us but also for the
various artists with whom it is intended to work.
6.2 Land, buildings and facilities.
The company does not possess any property. All facilities are available which will be
leased. Any property shall not be taken. The office will be located in Santander, Cantabria;
San Fernando Street nº16, Plaza de Beers. The lease is paid at the beginning of each
month. 59m2 be arranged, which will be used as office and design room. The space is
spacious enough to allow movement within the office in time for the magazine layout
space.
6.3 Communications and infrastructure.
Being a magazine conditions for the proper production of the same are not picky. As has
chosen a peaceful pro while commercially active city, where the scope of work is more
bearable and reduced stress level, it encourages creativity and improving the flow of ideas
for the magazine .
The office is located in the center of Santander. The location of this establishment is
beneficial; in several respects. First contact with the main roads to the A-‐67 and A-‐8. As
the center of the city of Santander in which the delivery of papers and the various
procedures and requirements necessary in terms of roles and scripts that are to be
delivered to the State services will be necessary. And the proximity to the main post office,
the various postal companies.
The railway station so as the bus terminal and the airport are in a radius of proximity
rather small airport being the means of communication farthest located no more than 6.1
km away.
Moreover our producer T is a 10 minute drive, this is very important because of the
number of times it has to attend to product inspection and ensure quality control at
various stages of manufacture Magazine.
6.4 Public aid for location.
Not available government aid or grants, or by location of the company or by our supplies.
Since the sales volume is not high enough to generate such benefits.
The only tax advantage which provides for the companies is the reduction of corporate
tax due to less than 300,000 euros benefit will be obtained, the tax base is reduced to 15%
Vera.
7. Organization and human resources.
The company has two employees; Piñan Fernando Martínez, head of financial
management accounting and business management. Jorge Mario Piñan, head of marketing
and sales department, as well as graphic design and maintenance of social networks.
Initially the company will be limited to two employees, in order to expand even Maximum
number of four. In order to maintain the sales and marketing department along with the
post of maintenance of information technology and web pages.
7.1 Design of jobs.
The two partners would be the main workers of the company, since the production and
product distribution are outsourced. The work is divided as follows:
• Fernando Martinez Piñan; Responsible for carrying out accounting, treasury and
financial management of the company whose main tasks are: Responsible for accounting
and financial management of the company, in charge of the main aspects that this leads to
the submission of documents to the public sector, realization of accounts and financial
state of the company. The treasury department and banks. Along with the work of
business management.
• Jorge Mario Piñan; Graphic design and adaptation of the artist's work into digital format
to be sent after the production process of the magazine. Along with the adaptation of
literary texts of the magazine will be the main tasks. Along with creation of company
announcements. This is because the qualification which provides and job complexity.
Additionally will be responsible for the design and image of social networks.
The decision of the department of marketing and sales will be made jointly, the two
partners have the same stake in the company, so both will have to make decisions that
affect the company together, all these are thoughtful and consulted.
7.2 Recruitment and hiring.
A human resources department is not necessary because of the size of the company, since
the number of workers is limited, so decisions regarding this sector will collaboratively
between the two partners. Not rule out the need to hire two people, which charged a
salary steadily in proportion to the hours worked. First, it is outsourced to a computer or
to keep digital platforms will be hired; secondly a manager of the sales department, after-‐
sales service, which will be a worker for the company, along with the responsibility to
pack magazines sent to your right. These jobs will be available as the company has the
benefits needed for payment of these positions work.
The target profile for the future when the company obtains a customer base and extensive
enough users, hiring a trained for maintenance of computer equipment, the maintenance
of computer web page will be held as well as the different platforms digital to be disposed
of.
While the second job for service sales and after sales service is responsible for several
processes. On the one hand the resolution of emerging issues regarding the magazine,
after-‐sales service, as well as the magazine sent to different users and outlets of the
magazine.
7.3 Management of human resources.
At the beginning of this project and after the main contribution of each partner, the bases
were prepared and plan for the future and purpose of the company. Growth and stability
in the medium / long term, limited benefits this brings no problem since the record and
the necessary effort of the company not supposed to be moonlighting for a period of time
to which the benefit is sufficiently great to live like this.
The differentiation of labour and the distribution of this assumes that the proceeds should
be reinvested in the company to cover immediate expenses until a benefit is created. Once
you created a benefit this will be split equally, once they have been paid to employees of
the company.
7.4 Organization and internal communication.
The internal company communication is vital for its operation and continuing to exist in
the future. Direct contact between partners is essential, closeness and communication
between the relevant issues on the product and future problems arising after the passage
of time. The two partners make the decision jointly. In case of conflict, the area belonging
to the problem is taken into consideration, and as a last resort in charge of that section will
have the last word. This is because the other partner can easily ignore certain conflicts and
know not always make the best and right decision.
Motivating employees and partners is critical; ideas are not created from nothing. This
means that a suitable work environment would facilitate the process of creativity and idea
generation. So the different people who make up the company not only maintained but
also including meals with family and close friends as well as people.
The work environment should be as liberal as possible. There will not be a label or work
uniform. There will be a closed system for everyone working in a common area. The
magazine has to fulfil certain responsibilities that have a specific date, but the realization
of this work will be totally free. This means that there will not be a closed working hours,
this may be modified by will.
NOVO T-‐Shirt News
Camigraphic Lab Ovicinas
Santander
Empresa distribución Cliente
Jorge Piñan
Fernando Martinez
7.5 Outsourcing Activities
The most important subcontracting is outsourcing the production process of the product.
Camigraphic Lab is responsible for the production of shirts and magazine together. Being
experts in this area of production saves us a lot of costs. This is the main reason why
outsource this process. So it is not necessary to purchase machinery for the production of
the logos and all the different processes and means used for printing T-‐shirts and paper.
The functionality of the company is quite simple, the products are designed by us and are
held at the offices of Camigraphic Lab. Along with purchases of stock of shirts and other
paper required.
Hiring a trained for maintenance of computer equipment, the maintenance of computer
web page will be held as well as the various digital platforms that will be arranged. This
may be autonomous, but also the possibility of hiring a computer under the regime of
employee is discarded.
Finally the sending of the magazine a company will hold it, in this case the major
companies which sufficient information is available are private companies TNT Express
and Seur. In this case the State Society of Posts and Telegraphs will make the principle of
corporate life distributions.
8. Financing and financial and economic analysis.
In the following sections it develops; The amount of money required for the operation of
the company and the investment plan, costs, forecast revenue, cash flow and income
statement, including provisional balances for a period of three years. Detailed sales
forecast.
8.1 Investment and initial funding.
According to the Corporate Income Tax Regulation, the maximum annual depreciation rate
of these elements is:
• Information processing equipment: 25%
The computers have a purchase price of € 600 for the HP computer and € 2900 euros
each, iMac model. They are acquired on 01/01/2016.
• Transport equipment 16%
The transport vehicle, Renault Clio has a purchase price of 12,000 euros with a residual
value of 2,000 euros. Taken on 01/01/2016.
• Furnishings: 10%
The office furniture, is three tables, two chairs and a sofa. The total amount is 1500 euros.
Taken on 01/01/2016.
• Safety equipment, fire detection and extinguishing: 12%
The purchase price of this equipment is 1,500 euros. Taken on 01/01/2016.
• Printer / copier: 15%
The purchase price of the printing machine amounting to 500 euros. Acquired on
01/01/2016.
• Computer Systems: 33%
The purchase price of the software of our equipment is 400 euros. Is Photoshop CS6,
Photoshop Lightroom Indesign and other necessary programs are included in this price
discharged from the web domain. The web will create Jorge Mario Piñan partner who has
the expertise to develop it, so we will not have to hire and pay anyone, only pay the annual
domain of 20 euros. Acquired the 01/01/2016.
Good to Amortize Price YEAR 1
YEAR 2
YEAR 3
YEAR 4
YEAR 5
YEAR 6
YEAR 7
YEAR 8
YEAR 9
YEAR 10
ORDENADOR 1 HP 600 € 150€ 150€ 150€ 150€ - ORDENADOR 2 2.900
€ 725€ 725€ 725€ 725€ - iMAc
EL.TRANSPORTE 12.000 € 1600€ 1600€ 1600€ 1600€ 1600€ 1600€ 400€
MOBILIARIO 1.500 € 150€ 150€ 150€ 150€ 150€ 150€ 150€ 150€ 150€ 150€
IMPRESORA 500 € 75€ 75€ 75€ 75€ 75€ 75€ 50€ SISTEMAS INF. 400 € 132€ 132€ 132€ 4€ - -
8.2 selection of funding sources.
As cited in the executive summary, we have requested a loan from the ICO for
entrepreneurs 2015 the bank Bankinter nominal 30,000 euros to a TAE 4.85% for 3 years.
We have acquired some time back three years, with constant monthly fee and increased
amortization. The total interest accrued to maturity of the loan will be EUR 2286.24 euros.
Year 1 Month Share Interest Amortization Capital January 896,83 € 120,75 € 776,08 € 29223.92 February 896,83 € 117,63 € 779,20 € 28444.72 March 896,83 € 114,49 € 782,34 € 27662.38 April 896,83 € 111,34 € 785,49 € 26876.89 May 896,83 € 108,18 € 788,65 € 26088.24 June 896,83 € 105,01 € 791,82 € 25296.42 July 896,83 € 101,82 € 795,01 € 24501.41 August 896,83 € 98,62 € 798,21 € 23703.2 September 896,83 € 95,41 € 801,42 € 22901.78 October 896,83 € 92,18 € 804,65 € 22097.13 November 896,83 € 88,94 € 807,89 € 21289.24 December 896,83 € 85,69 € 811,14 € 20478.1
Year 2 Month Share Interest Amortization Capital January 896,83 € 82,42 € 814,41 € 19663.69 February 896,83 € 79,15 € 817,68 € 18846.01 March 896,83 € 75,86 € 820,97 € 18025.04 April 896,83 € 72,55 € 824,28 € 17200.76 May 896,83 € 69,23 € 827,60 € 16373.16 June 896,83 € 65,90 € 830,93 € 15542.23 July 896,83 € 62,56 € 834,27 € 14707.96 August 896,83 € 59,20 € 837,63 € 13870.33 September 896,83 € 55,83 € 841,00 € 13029.33 October 896,83 € 52,44 € 844,39 € 12184.94 November 896,83 € 49,04 € 847,79 € 11337.15 December 896,83 € 45,63 € 851,20 € 10485.95
Year 3 Month Share Interest Amortization Capital January 896,83 € 42,21 € 854,62 € 9631.33 February 896,83 € 38,77 € 858,06 € 8773.27 March 896,83 € 35,31 € 861,52 € 7911.75 April 896,83 € 31,84 € 864,99 € 7046.76 May 896,83 € 28,36 € 868,47 € 6178.29 June 896,83 € 24,87 € 871,96 € 5306.33 July 896,83 € 21,36 € 875,47 € 4430.86 August 896,83 € 17,83 € 879,00 € 3551.86 September 896,83 € 14,30 € 882,53 € 2669.33 October 896,83 € 10,74 € 886,09 € 1783.24 November 896,83 € 7,18 € 889,65 € 893.59 December 897,19 € 3,60 € 897,19 €
We have chosen this type of financing because it is a loan intended for entrepreneurs who
do not need to submit any collateral, (Both Fernando Martinez and Jorge Mario Piñan, will
be showed as guarantors and agents.) Only we had to present a series of documents here
indicate:
-‐ Photocopy of D.N.I partners.
-‐ Proof of the project (where indicated investment and definition).
-‐ Proof autonomous.
8.3 Account of provisional results.
The company taxed at 15% the first two years, because it is a new company with turnover
of less than 300,000 euros. And the third year to 20%, due to being a company of small
size and less than 300,000 euros.
Interest Year 1 correspond to the months between January 2016 and December 2016, ie
the end of the first year.
The first year, we have estimated a net business of € 76,800 euros based on market
analysis has been performed on the above points.
CONCEPT YEAR 1 YEAR 2 YEAR 3 Earnings 76.800,00€ 189.600,00€ 237.900,00€ Net sales 74.912,40€ 184.957,15€ 232.113,45€ Variation of existences 1.887,60€ 4.642,85€ 5.786,55€ Variable Cost 67.526,80€ 121.290,50€ 151.528,00€ Goods 18.876,00€ 46428,5€ 57865,5€ Personal expenses 24.000,00€ 36.000,00€ 48.000,00€ Mailing 7840,8€ 19.602,00€ 24502,5€ Advertising 14.210,00€ 16.310,00€ 17.810,00€ Digital platform 1.150,00€ 1300€ 1.550,00€ Supplies 1.450,00€ 1.650,00€ 1.800,00€ Gross Margin 9.273,20 € 68.309,50 € 86.372,00 € Fixed Cost 8.090,80 € 8.090,80 € 8.090,80 € Leases 4.900,00€ 4.900,00 4.900,00€ Communications & Internet 358,8€ 358,8 358,8€ Amortization 2.832,00€ 2.832,00 2.832,00€
Earnings before interest and taxes BAII 1.182,40 € 60.218,70 € 78.281,20 €
Interest 1.240,06€ 769,81€ 276,37€ Earnings before taxes BAI -57,66 € 59.448,89 € 78.004,83 € Taxes 0 2.301,91€ 4.788,36€ Net Benefit -57,66 € 57.146,98 € 73.216,47 €
8.4 Forecast of cash.
TABLE OF VAT.
OUTPUT VAT INPUT VAT Sales 16.128,00 € Goods 3.963,96 € Furniture 315,00 € Computer equipment 735,00 € Mailing 1.646,40 € Leases 1.029,00 € Supplies 304,50 € Advertising 2.984,10 € Communications & Internet 75,35 € Printer 105,00 € Transport element 2.520,00 € Information systems 84,00 € Trade mark 39,48 € Constitution 119,32 € TOTAL 16.128€ TOTAL 13.921,11€ H.P. VAT creditor 2.206,89 €
8.5 Interim Balance.
With the data presented throughout the work the provisional balance of the company in
year 1 is performed. Thus it will proceed to the calculation of financial ratios later to know
the financial state in which the company is located. The risk assumed and the expected
return of the same will be analysed.
A) Non Current Asset
I. Intangible Assets 268,00 € 136,00 € 4,00 € II. Tangible Assets 15.367,40 € 12.175,00 € 9.475,00 € B) Current Assets I. Stock 1.887,60 € 4.642,85 € 5.786,55 € II. Cash Banks 11.702,76 € 28.364,05 € III. Trade and other receivables
1. Clients For sales and services 15.360,00 € 37.920,00 € 47.580,00 €
VI. Cash and other equivalent liquid assets 5.366,23 € 39.494,97 € 86.755,85 €
TOTAL GENERAL 38.249,23 € 106.071,58 € 177.965,45 €
LIABILITIES AND EQUITY 2015 2016 2017 A) SHAREHOLDERS EQUITY A-1) Equity I. Capital Social 6.100,00 € 6.100,00 € 6.100,00 € III. Reserves Legal Reserve 0 0,00 € 5.714,70 € Voluntary Reserve 0 0,00 € 0,00 € V. Results from previous years 0 -‐57,66 € 51.432,28 € VII. Result of the excersice -‐57,66 € 57.146,98 € 73.216,47 € B) NON-CURRENT LIABILITIES II. Long term debts 1. Debts to credit institutions 9.992,15 € 0,00 € 0,00 € C) CURRENT LIABILITIES III. Debts with group IV. Trade creditors V. Payables to banks c / p 20.007,85 € 20.481,70 € 10.489,55 € 1. Suppliers 2. H. P. VAT creditor 2.206,89 € 20.098,65 € 26.224,09 €
3.H.P. creditor I.S 0,00 € 2.301,91 € 4.788,36 € TOTAL GENERAL 38.249,23 € 106.071,58 € 177.965,45 €
8.6 Performance of the project.
In this section we will conduct an analysis of what would be our benefits if we assume
three different scenarios: pessimistic, expected, and optimistic. So we've done a scenario
analysis using Excel, for the year 1. These are analyzed depending on the volume of sales
after the market analysis carried out in previous points.
YEAR1 Pesimista Esperado Optimista Income 50.567,65 € 52.131,60 € 57.924,00 €
Variable costs 64.972,43 € 65.205,60 € 66.076,80 € Gross margin 14.404,78 € 13.074,00 € 7.281,60 € Fixed costs 8.090,80 € 8.090,80 € 8.090,80 € EBIT 22.495,58 € 21.164,80 € 15.372,40 €
Interests 1.240,06 € 1.240,06 € 1.240,06 € EBI 23.735,64 € 22.404,86 € 16.612,46 € Taxes 0,00 € 0,00 € 0,00 €
Net benefit 23.735,64 € 22.404,86 € 16.612,46 €
Liquidity Ratios
Year 1 Year 2 Year3
Liquidity Ratio 1,93 2,89 4,06 Acidity ratio 1,77 2,75 3,92 Cash Ratio 0,46 1,22 2,09
Maneuver Fund € 10888,64 61367,87 126984,44
Activity Ratios
Year 1 Year 2 Year3
Asset Rotation 2,01 1,79 1,34
Debt ratios, leverage and solvency
Year 1 Year 2 Year3
Debt ratio 1 0,84 0,40 0,23 Debt ratio 2 5,33 0,68 0,30
Shareholders equity 0,16 0,60 0,77 Firmness Ratio 0,76 1,17 0 Guarantee Ratio 1,19 2,47 4,29
Profitability ratios Year 1 Year 2 Year3 Gross margin (%) 12,38 36,93 37,21 ROA (%) 3,09 56,77 43,99 Net profit ratio (%) -‐0,08 30,90 31,54 ROE (%) -‐0,95 90,44 53,65
Required return to the project
To calculate the required return considering creditors, we will use the WACC (or weighted
average cost of capital). The cost of debt we know, we need to decide what the cost will
require us as shareholders. To do this, we will take as reference the return on equity that
gives a company in the sector. We have used the base Nasdaq data to access the company
Alibaba, a leader in this sector, and observe the financial return that gives your company,
and compare the profitability of our debt, the profitability that our creditors ask us . The
latest data dating from 2014, year in which its financial performance was a 27.63%, so we
use it as market return, Rm.
WACC = (Kd * D (1-‐T) + Ke * E) / (E+D)
D: Financial Debt
E: Capital contributed by shareholders
Kd: Cost of financial debt
T: The tax paid on profits
Ke: return demanded by shareholders (interest would be demanded by shareholders but
no interest is charged).
Ke = Rf + B * (Rm – Rf) + Rp
Rf: Risk free rate.
B: Systematic risk of the company. Reports obtained by Nasdaq.
Rm: Return of the leading companies.
Rp: Country risk. It measures the risk posed by a country for foreign investment.
Given this, and the cost of our debt is 4.85%.
Ke = 0,84 + 1,14*(0,2763-‐0,84) + 0,02 = 21,7382% Kd * D (1-‐T) + Ke * E = 0,0485* 30.000 (1-‐0,15) +0,217382*6100 = 2562,7802 E + D = 30.000 + 6.100 = 36.100 WACC = (Kd * D (1-‐T) + Ke * E) / (E+D) = 0,070991141 = 7,099114127%
In the following we will calculate NPV and IRR:
f1 + f2 + f3 -‐ Io VAN= (1+i)^n1
(1+i)^n2
(1+i)^n3
VAN= -‐12025,66 + 62520,6135 + 83069,5645 -‐ 36.100 (1+0,281)^1
(1+0,281)^2
(1+0,281)^3
TIR
VAN=0 f1 + f2 + f3 -‐ Io (1+i)^n1
(1+i)^n2
(1+i)^n3
0 = -‐12025,66 + 62520,6135 + 83069,5645 -‐ 36.100 (1+0,62)^1 (1+0,62)^2 (1+0,62)^3
VAN/NPV 32.130,25 € TIR/IRR 62%
9. Formal and legal aspects of the project.
9.1 Choice of legal form.
For the corporate name of the company was decided that the most suitable to our needs
and within the requirements: The SL (SL). Which well regulated in "Royal Legislative
Decree 1/2010 of 2 July, approving the revised text of the Capital Companies Act is
approved."
The main requirements for the establishment of the company, is the need to shell out a
minimum of € 3,005.06 must be fully subscribed and paid up at the time of incorporation
of the Company. They can only be financial contributions, and in no case can be paid by
personal work. This capital is divided into shares.
Another fundamental requirement is limiting the number of partners is greater than one,
being all natural or legal persons.
Our company meets both requirements, as our capital starts from € 3006 and two
partners are the choice of this type of society is the security of having limited liability for
debts which would support the capital contributed and not through equity total of its
partners. "Article 1 of the Royal Legislative Decree 1/2010 of 2 July, approving the revised
text of the Capital Companies Act is approved."
Cast 9.2 Shareholding and administrators.
There are no shares, but shares, which have no value and certificates or book entries may
represent no character. € 6,100 to be disbursed between the two partners (6,100 shares
with a nominal value of € 1 each), the shares will be divided equally. As the ratio for both
partners is 50% -‐ 50%.
9.3 Taxation applicable.
The LLCs are taxed on the income tax at the rate of 35%.
Article 28 of RD Leg. 4/2004 of 5 March, approving the revised text of the Corporation Tax
Act is approved.
The SL taxed on the income tax (Royal Decree 4/2004) and VAT (Law 37/1992), with new
incentives to new companies approved in 2013 (Royal Decree-‐Law 4/2013), taxation is
the 15% for the first 300,000 euros of profit and 20% from that amount.
9.4 perform administrative procedures.
Then the various administrative procedures for the registration of the company is.
Registration costs:
1. CERTIFICATION OF COMPANY NAME
Proves that there is no other company that has already made the same company name.
Registration Messenger € 12.94 + € 11.94 = € 24.88
2. OPENING AND CERTIFICATE OF BANK ACCOUNT.
Such costs account opening in the bank Bankinter is 0 €.
Certificate of bank account 3.10 + VAT = 3.60
3. EDITORIAL WRITING AND REGISTRATION OF CONSTITUTION
Development of bylaws that are incorporated into the Deed by which society is governed.
(Includes writing statutes and notarized signature) The cost of the notary for a limited
partnership comes to about € 324.75.
4. SETTLEMENT transfer tax
Transfer tax and stamp duty. It is 1% of share capital. For Social Capital Limited
Partnership 6,100 euros would be € 61.00.
5. ENTRY IN THE COMMERCIAL REGISTER
About 135 €.
6. LEGALIZATION OF BOOKS AND SEALED IN TRADE REGISTER
Companies Registry instance = 0.30 €
Journal and partners = € 30.10
Legalization of books in trade register = € 19.52
APPROXIMATE TOTAL COST = € 568.21 per year.
9.5 Insurance, licenses, commercial contracts.
Insurance and licenses required for the activity of the company are not binding beyond the
legally required. So there is not any kind of insurance or legally required license to operate
in this kind of industry.
Contract with the subcontractor for the performance of the print magazine.
9.6 Obligations of the company, accounting, tax and labor.
Laboral obligations; We have to recruit workers partners in the social system of
autonomous social security workers, employees are not employed.
Tax liabilities; Submit the required tax clearance. Registration minute books, membership
records, with holdings and payments on account of income tax. Book inventory and annual
accounts. VAT quarterly settlement of VAT and models (303 and 390). Transactions with
third parties that exceed € 3,005.06 (Model 347), return on transactions with customers
and suppliers (Model 349).
Accounting obligations which consist of bookkeeping according to the commercial code
and legalization of the books in the commercial register. Book inventory and annual
accounts, Book newspaper, book VAT.
10. Corporate image.
NOVO has a unique character, whose strength is the message sent to readers and
prospective customers. Neither imitation nor copy other brands fall within our business
philosophy. This philosophy is based on honour, respect for others and above all, make the
world a better place. These shirts are a limited edition because they are not mass
produced. So rolls are made depending on the number of consumers, never to be produced
with posterity. Thus ensuring the exclusive limitation of the product logo represents the
values of the company, simplicity, unique personality and rebel originality.
10.1 Website.
The company will have website; www.novotshirt.com essential because this will be the
main working platform. We know the number of subscribers, which means having a
customer base and the number of magazines that are already sold and that consumers
wait impatiently.
For communication and dissemination of online information technology magazine were
used; using various platforms like Instagram, Pinterest, YouTube, Facebook and Tweeter.
Today technology is advancing ever faster and it is important to keep up, in order to cover
and reach the largest number of consumers and potential customers. Covering a greater
number of digital platforms a better brand positioning and a better image in the minds of
consumers be established.
The website will be a major tool of the company, because since she not only know the
number of clients; but these same will be aware of future news, along with a catalog of our
products already made. With quality pictures based on a variety of photos selected by
ourselves that our customers send us and put it on the social networks with shirts on.
Our website will be linked to various social platforms, the five platforms interact with each
other as one, creating relevant content and providing information among them. Along with
the forum to which belong exclusively registered users, these comment and help us
improve the product. He also worked as a potential tool for creating content of the
magazine.
Facebook is a tool of obvious importance; this is due to the large number of users using
this platform. It is one the best way to advertise ourselves and maintain a relationship
with consumers. Interact with our consumers in an active way, receiving feedback and
possible ideas for future improvements.
These platforms are of particular importance because its cost is reduced if not free, used
and developed successfully the help they can provide is substantial; this is because their
impact is high and the number of users which enables the range is unlimited. This means
that you can advertise throughout the Spanish territory but also outside the Spanish
borders.
10.2 Image Management.
The design of the logo and the name has been designed and conceived by us. With special
mention to Jorge, chief manager of this section, whose knowledge of brands and logos is an
important asset to the company.
We used black and white, which are the basic colours. Not only for its economic efficiency
when it comes to represent the brand, but also for the message that is transmitted with
these colours. Luxury and clarity, which together obtained the appearance of a pure
product. Which is not only a reflection of the brand but also the people who work there.
And in future consumers they will be represented and defined by our magazine.
10.3 Quality Management.
Product quality is one of the most important aspects of the brand. Because the magazine is
new to the market, image and quality is the most representative of a brand, especially
early. Since the shirt and the magazine are using the best variety of products available, the
result has to be a product of extreme quality, without any damage.
They have taken into consideration both the textile-‐shirts, to ensure proper printing,
resistant to being washed and durable. For NOVO customers are aware of the product
quality.
The paper on which work is to have the necessary roughness to absorb ink, no wrinkle
after the printing process and be strong enough and light enough to fit a shirt inside it.
All aspects when producing the magazine must be carefully and meticulously inspected in
order to get the fewest errors.
10.4. Corporate Social responsibility
The project is adapted to the society, as it seeks to please a segment of the population
which seeks self-‐definition, differentiation with a rebellious look. All available means for
the activity of the company is fully Spanish were used. Taking this one positive influence
on society, because all the money to stay and circulate in Spain, from the manufacture of
shirts to the print magazine and distributing it.
The Novo brand, also conduct various contributions and donations to volunteer groups
and non profit associations, economic cuisine and other regional associations in Cantabria.
These are non-‐cash contributions mainly through volunteering and other possible
assistance that can be offered either (clothing, food ..)
11. Conclusions.
The situation on the whole be considered as very satisfactory, as the company has
maintained its ability to remunerate total capital placed at their disposal, while cleaning
up has your financial situation, developing appropriate basis for future development.
Noting the financial data we conclude that this is a viable and solvent project. With an IRR
of 62%. Reducing the debt of the company after the passage of the years. Since this is a
sustainable project over a period of part-‐time and long-‐term. Offering limitless
possibilities for growth and expansion, which increase after the passage of the years and
become more noticeable after the first periods of activity of the company.
It is expanding an existing business, selling T-‐shirts has been one of many hobbies of those
who have been enjoying for the past four years. It has a loyal customer base with which it
has produced a questionnaire to assess the opinions about the company and its future as
well as their level of acceptance about this business idea.
The creation and launch of the company is an option that has been assessed and taken into
consideration for implementation as soon as possible. Between both partners the
feasibility of company NOVO T-‐Shirts News is proved. To clarify further problems and
making decisions of the most important aspects for the implementation of the company.
Bibliography:
References;
Oriol Amat. "Economic and financial analysis" .12º Edition, 2000 Edition Management, SA,
Barcelona 1994.
I. Navarro, J.A. Fernández. "How to read a balance" 9th edition. S.A Ediciones Deusto,
Bilbao 1988.
Guy Kawasaki. "The Art of the Start." 3rd Edition. Editorial Ilustrae Madrid, October 1,
2014.
Eric Ries. "The Lean Startup: How to Create Successful companies using continuous
innovation." 1st Edition. Ediciones Deusto Bilbao S.A, April 1, 2013.
Legislation;
• Law 14/1966, of March 18, Press and Printing.
• Royal Legislative Decree 1/1996 of April 12, approving the revised text of the Copyright
Act is passed, regulating, clarifying and harmonizing the applicable statutory provisions on
material
• Patents and Models. Law 11/86 of March 20, of patents and utility models.
• Distinctive Signs Law 17/2001 of December 7 marks
• Industrial Design Law 20/2003 of July 7, on Legal Protection of Industrial Design.
Referencias Electrónicas;
Resumen general de resultados EGM; October 2014 a May 2015, AIMC. [Online] Enlace: http://www.aimc.es/-‐Datos-‐EGM-‐Resumen-‐General-‐.html [View 10 February 2015] Instituto Nacional de Estadística, 2015, Cifras sobre libros y lecturas [Online] Enlace: http://www.ine.es/ss/Satellite?blobcol=urldata&blobheader=application%2Fpdf&blobheadername1=Content-‐Disposition&blobheadervalue1=attachment%3B+filename%3Dcfr_4_2011.pdf&blobkey=urldata&blobtable=MungoBlobs&blobwhere=349%2F9%2Fcfr_4_2011%2C1.pdf&ssbinary=true [View 23 April 2015] Publicidad en Revistas, 2015, Precios y revistas [Online] Enlace:http://www.oblicua.es/publicidad/publicidad-‐revistas.htm, https://www.adpv.com/publicidad-‐revistas/listar [View 22 March 2015]
Bono Alemán a 10 years, Información Financiera, 2015 [Online] Enlace: http://www.eleconomista.es/bono/bono-‐aleman-‐10-‐years http://es.investing.com/rates-‐bonds/germany-‐10-‐year-‐bond-‐yield http://www.datosmacro.com/prima-‐riesgo/espana http://www.nasdaq.com/es/symbol/baba http://mx.investing.com/ [Views 10 May 2015] ABC, 2015. Economía, España, entre los países europeos con Mayr potencial en economía colaborativa [Online] Enlace: http://www.abc.es/economia/20150326/abci-‐economia-‐colaborativa-‐potencial-‐201503252124.html [View 9 April 2015] CHANDOO, 2010. Startup Desi, How much does it cost to run a website based business? [Online] Enlace: http://startupdesi.com/costs-‐of-‐running-‐web-‐business/ [View 8 April 2015] Christopher Heng. How Much Does It Cost to Set Up a Website?, Cost Breakdown for Setting Up a Website [Online] Enlace: http://www.thesitewizard.com/gettingstarted/cost-‐setting-‐up-‐website.shtml [View 8 April 2015] CNMC, Comisión Nacional de los Mercados y la Competencia. Economía en colaboración [Online] Enlace: http://www.cnmc.es/es-‐es/promoci%C3%B3n/informesyestudiossectoriales/estudiodeeconom%C3%ADacolaborativa.aspx [View 14 April 2015] Inc. How to incorporate, Which Legal Form Is Best for Your Business? [Online] Enlace: http://www.inc.com/articles/2000/06/19438.html [View 20 February 2015] Josh Spiro. Inc, How to Create a Company Philosophy [Online] Enlace: http://www.inc.com/guides/create-‐a-‐company-‐philosophy.html [View 15 February 2015] OEPM, Oficina Espyearla de Patentes y Marcas. Marcas y nombres comerciales [Online] Enlace: http://www.oepm.es/es/index.html [View 18 April 2015] OfficeMadrid, Centro de Negocios, Alquiler de Despachos [Online] Enlace: http://www.officemadrid.es/,http://www.idealista.com/inmueble/29589850/ [View 18 April 2015] Richar Parr, 2015. Executionists, How Much Does a Website Cost in 2015? [Online] Enlace: http://www.executionists.com/blog/much-‐website-‐cost-‐2015/ [View 12 April 2015] Richard Harroch & Richard N. Frash, 2013. Forbes, 10 Big Legal Mistakes Made By Startups [Online] Enlace: http://www.forbes.com/sites/allbusiness/2013/10/03/big-‐legal-‐mistakes-‐made-‐by-‐start-‐ups/ [View 16 February 2015]
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ANNEX 1. CV. (P. 2)
2. Camigraphic Lab. (P. 7)
3. Products. (P. 8)
4. Total Market. (P. 10)
5. Sale price. (P. 11)
5.1. Annex magazines advertising.
5.2. Problems with clothes:
5.2.1. T-‐Shirt Bad condition because seams.
5.2.2. Problems with the logo or writing of the
magazine.
5.2.3. Damage due to transportation.
6. stock (p. 12)
7. Location and rental company. (P. 13)
8. Financial Data. (P. 13)
8.1. Sales forecast. (P. 14)
8.2. Treasury forecast for years 2 and 3 (p. 15)
8.3. Costs. (P. 17)
8.4. VAT forecast for years 2 and 3 (p. 17)
9. Text first run. (P. 19)
1. Cv:
Curriculum Vitae belonging to partner Jorge Piñan:
Functional skills: design and / or redesign of corporate images, adaptation to the
elements based on the corporate manual. Development of advertising campaigns,
from the corporate identity to the external image, through web and stationery.
Knowledge in the use of materials and services to offer the best cost to the
customer. Studies for adapting materials to packaging and graphical end product.
Coordination of teams with suppliers to close projects. Intellectual game
Mechanical design adapted to customer requirements and creating art the same.
Graphics knowledge to avoid dependence on the language in many aspects of
design. From the web to the store, pages transformation simple products to online
storefronts with options to buy. Restyling outdated to current trends following the
visual, direct and tidy design guidelines.
Jobs: Art & Design EDIGRÁFICA
September 2005 -‐ Present (9 years 10 months) Santander Relevant experience: 3L International -‐ Work management, design analysis and development project to
create brand identity and the Cantabrian company of PPE.
International 3L: Logo Redesign molding it to modern times
Total Line Protection Development EPI'sy brand adapt to all products and
packaging thereof.
Web: Design, program coordination, management and positioning seo website.
Deloitte -‐ Work as a graphic designer for various projects of Deloitte Spain:
Design applications (app) for iPhone and tablet "Teva" and Ratiopharm "
Design of the application (app) Calculator for iPad and tablet products of "Teva"
Design of the public website and its panel management and administration of
"ALTAMIRA21"
Design and layout of the magazine "Focus" Deloitte Spain.
Design and layout of various publications as "Risk Capital Awards", "Economic
Atlas of Madrid", ...
Education: SATER Arts Center Arts & Assistant / Technician, Artefinalista graphic design / advertising Chart Technical 2000 -‐ 2005 • Final Project Technician Advertising Graphics Awards and prizes: Logo of the 25th anniversary of the Parliament of Cantabria
Parliament Cantabria
April 2006
First prize for the choice of the logo of the 25th anniversary of the Parliament of
Cantabria.
Courses
Final project Advertising Graphics Technician
Rating: 10
June 2005
Note 10 in the final draft of the upper module Advertising Graphics with the draft
"comprehensive redesign of corporate image of a ski resort"
Projects
Graphic designer to work on different projects Deloitte Spain:
May 2014
Design applications (app) for iPhone and tablet "Teva" and Ratiopharm "
Design of the application (app) Calculator for iPad and tablet products of "Teva"
Design of the public website and its panel management and administration of
"ALTAMIRA21"
3L International -‐ Work management, design analysis and development project to
create brand identity and the Cantabrian company of PPE. 3L-‐International:
January 2005
3L: Logo Redesign molding it to modern times
Total Line Protection Development EPI'sy brand adapt to all products and
packaging thereof.
Web: Design, program coordination, management and positioning seo website.
Santander International Festival
January 2010
Redesign of the logo of the International Festival of Santander.
Graphic Design Festival website.
Design annual advertising campaigns. 8Banderolas, stationery, programs, rates, ...)
Designer for the Department of Health and Human Services Cantabria
Design, coordination and layout Plan 2015-‐2019 to prevent mental illness
Design original release of the Ministry of Public Works of the Government of
Cantabria
Design of the original press department expropriations of Ministry of Public Works
of the Government of Cantabria
Independent Coursework
• Master UIMP: Design, Emotion and Method. (50)
• Training Adobe Flash (100)
• Training Adobe Dreamweaver (100)
• Apple Final Cut Pro Training (50)
• Intensive Seminar of Creative Photography (100)
Languages
Spanish and English
Curriculum Vitae belonging to partner Fernando Martinez:
Education:
-‐Elemental (Santander): San Agustin College until 2002
-‐6 Primary (England) The Downs School 2002/2003
-‐1 ESO (England) The Downs School 2003/2004
-‐2 ESO (France) Institut Bois Robert 2004/2005
-‐3 And 4 of ESO (Madrid) Kings School 2005/2007
-‐Bachillerato (Santander) Colegio San Agustin 2007/2009
-‐Grade Law: Madrid European University
-‐Grade In Management and Entrepreneurship (Studying) UEM
-‐Grade In "Business Administration" (Studying) Helsinki Metropolia University
Other titles:
First Certificate in Inglés University of Cambridge-‐June 2006
IGCSE (Inglés as a Second Language) University of Cambridge-‐June 2006
IGCSE (French) University of Cambridge-‐June 2007
IGCSE (Mathemetics) University of Cambridge-‐June 2007
IGCSE (Business Studies) University of Cambridge-‐June 2007
IGCSE (Co-‐ordinated Sciences (Double Award)) University of Cambridge-‐June 2007
IGCSE (Co-‐ordinated Sciences (Double Award)) University of Cambridge-‐June 2007
IGCSE (Literature (Inglés)) University of Cambridge-‐June 2007
RACE title driving road vehicles
Federal approval for the management of sports motorboats
Work experience:
Translation draft without adaptation of the play "Shrek the Musical 2011"
SADISA administrative assistant in the Business Group during the summers of
2010, 2011 and 2012
Law and Business Practices UHY & FAY.Co 2014
Languages:
-‐Spanish: Mother tongue
-‐Advanced English
-‐French: Good advanced
2. Camigraphic Lab. Information Camigraphic Lab:
CAMIGRAPHIC LAB is a laboratory of graphic screen printing and graphic design
created to give solutions to our customers. We work on the development of
apparel brands, promotional products, printing on all kinds of textiles, cardboard,
canvas, plastic ... Small and large format, small and large runs, we stamp from a
single garment.
We apply our experience in the field of graphic design to create the logo of your
company, group or brand, as well as the development of different applications and
products, ranging from designing posters for concerts and events to record design,
naming, packaging, Advertisement ...
We have a printing service and offer our customers the ability to
perform offset and digital posters, flyers, tickets, business cards, brochures,
stickers, badges, foam board, cutter ...
In our laboratory we also create websites. Aimed at companies that want to make
their online presence with a quality design that reflects their image. We design
your website and update it so you do not fall behind and if requires many monthly
changes, we offer maintenance service.
3. Products:
This run of shirts are approved by the company NOVO News T-‐Shirt and artists are
responsible for their work and gave its approval to the design of the shirts designs.
(The only limitation is the text still not stipulated)
These are the previous designs by various artists; This process is pre-‐design t-‐shirt
design.
4. Total Market journals. The information needed for the market study has been provided both by the
National Statistics Institute, referring to page www.ine.es
Graphs and tables used in this point have been stolen from the overall results
summary EGM; conducted during periods of October 2014 to May 2015, the
research pair Association Media. Consulted on the website: http://www.aimc.es/-‐
Datos-‐EGM-‐Resumen-‐General-‐.html
5.Sales Price. 5.1 Annex magazines advertising;
The estimated costs of advertising has been realized through the following data;
Along with investment AddWords google. Advertising in Magazines, 2015, Prices
and magazines [Online] Link:
http://www.oblicua.es/publicidad/publicidad-‐revistas.htm and
https://www.adpv.com/publicidad-‐revistas/listar [Accessed 22 March 2015
5.2 Problems with clothes: (These problems have to communicate within the first week after the sending of the magazine, ask the client to a picture of the defects is sent to the company email) only in the following cases send a magazine completely free to the consumer:
i. T-‐shirt Bad condition because seams. ii. Problems with logo printing or writing of the magazine. iii. Damage due to transportation.
6. Stocks:
YEAR 3 Operation BUY SALE FINAL Uds. WAP total Uds. WAP Total Uds. WAP Total Initial 0 0 0 0 0 0 0 0 0 C1 1750 6,23 10902,5 1575 6,23 9812,25 175 6,23 1090,25 C2 2400 7,27 17448 2160 7,27 15703,2 240 7,27 1744,8 C3 1800 8,32 14976 1620 8,32 13478,4 180 8,32 1497,6 C4 1550 9,38 14539 1395 9,38 13085,1 155 9,38 1453,9 total 7500 7,71 57865,5 6750 7,71 52078,95 750 7,71 5786,55
The stock valuation was performed using the Weighted Average Price (WAP).
There are no inventories or inventory because the beginning of each year, all
stocks are discarded or used as relations to attract future customers.
YEAR 2 Operation Entry Exist Sotck Uds. WAP total Uds. WAP Total Uds. WAP Total Initial 0 0 0 0 0 0 0 0 0 C1 1350 6,23 8410,5 1215 6,23 7569,45 135 6,23 841,05 C2 1900 7,27 13813 1710 7,27 12431,7 190 7,27 1381,3 C3 1500 8,32 12480 1350 8,32 11232 150 8,32 1248 C4 1250 9,38 11725 1125 9,38 10552,5 125 9,38 1172,5 totales 6000 7,73 46428,5 5400 7,73 41785,65 600 7,73 4642,85
7. Location and rental company: Office rent in San Fernando, 16. Santander
350 € / month 59 m² 5.93 eur / m
"60m2 Office in San Fernando 16, Plaza de Beers. Santander. Mezzanine with 8
commercial premises on the ground. Large office with natural light, large window
with security bars overlooking the street Floranes. It is an open plan office with
possible separation . by screen or glass has a small indoor room or office: file
storage or other use of a 9 m2 separated by glass door wooden new laminate
flooring outdoor communal bathrooms (men and women) Fire, intercom.... and
emergency light. access is by Plaza de Beers. commercial city center of Santander.
quick access to city center and major road network S-‐10 and a-‐8. public and urban
transport 100 meters. Bond 2 months.
8. Financial Data
Following the financial data has not been possible to include in the main project
are presented.
8.1. Forecast sales for years 2 and 3, detailed by months.
8.2. Treasury forecast for years 2 and 3:
8. 3 Costs:
8.4. VAT forecast for years 2 and 3:
Year 2.
Year 3.
9. Text first run.
Mamihlapinatapai
Sitting in the back of a taxi that drove us to a place I can not say, shyly I
approached my hand without touching her leg, exchanged a look and
then emerged from the depths of my memory trying to rescue that
word. My recollection moved a few years ago, a sunny and cold day of
the austral summer.
We were about to start eating in a tavern in Ushuaia, and on the table a
starving and yellowish local newspaper just three pages, gave the
following news: It was birthday, seventy-‐something, Cristina Calderón,
the last of the Yamana . The newspaper sentenced the possibility of
fertilization of the only representative of this group was closed, so that
in the future all Yamana would mestizo offspring; my interest was
instantly awake.
Yámanas inhabited the southern channels of the big island of Tierra del
Fuego for thousands of years; adapted to live in canoes, their short,
very short legs and big and sturdy trunk, gave them a deformed
appearance. The collection of marine molluscs, fishing and seal hunting
were the basis of their diet. No retained some tradition of its past
history and did not know where they had come.
Protestant missionaries covered their bodies, naked and
disproportionate, with textiles coming from the metropolis. Europeans
brought diseases such as tuberculosis and measles; after alcoholism
and venereal disease did the rest.
Captain Fitz Roy took fueguinos England Three specimens were
baptized, displayed and analyzed by several scientific societies for
some years. They were finally returned to the Navarino island where
his trail was lost forever. Some time later, a small group of individuals
was kidnapped, to be shown at the Universal Exhibition in Paris in
1889. And long after, the Chilean government said Cristina Calderon
last of the Yamana, living human treasure; ironically.
We Rev. Thomas Bridges, first white man to live in Tierra del Fuego,
which was for a long time, only the Yagan language dictionary
containing over 32,000 words and is considered the most concise word
there is "I believe in the Guinness Book. "
"Mamihlapinatapai"; He describes "a look between two people, each of
whom expected the other to start doing something you both want, but
none are encouraged to start."
While we waited for the green light, I brought my lips to his ear and
whispered: mamihlapinatapai, her eyes with mine They met again, and
then spent what we both wanted.