Who we are

Comeback tabs are made to provide athletes of all ages with the ability to recover from a long workout, with out the feeling of being full. We are doing this by providing our consumers with a low calorie organic alternative to the normal sports drink. By doing this we our riding our drink of sugars, dyes, and calories that make a person feel full, or bloated after using a normal energy drink. Our product is a product for the everyday athlete, it can be used for a normal everyday work out just as well as a long organized sports game. We focus our product towards the younger generation, a generation of up and coming athletes that need all the support, and energy they can get from there sports supplement. We also focus on being socially responsible. By working with recycled containers, and disposing of waste in environmentally safe ways, we are making sure that the world that we live, work, and play in is safe for ourselves and future generations.

Market SegmentComeback tabs can essentially be used by athletes of any age. Yet, we have decided to market towards the ages 16-30 because we feel like those are the ages that will get the most use out of our product. As a small start up company we do not have the resources to ship our product long distances. Since our production facility is based out of Austin, TX we have decided to ship our product to surrounding cities in hopes of being successful and expanding in the future. According to the U.S. Census there are about 250,000 people between the ages of 16-30 living in Austin and its surrounding cities. This is a perfect starting demographic for our company, and with success it allows us to market, and sell our product to bigger markets in the future.

Health and WellnessOne of our main goals is the health of our consumers. Many other sports drinks on the market contain dyes, sugars, and other unwanted elements. By eliminating these, we are also eliminating the harmful qualities they bring. Sugars add up in the body and cause weight gain, and give the athlete a full, tired feeling. Dyes can also cause illness in some people, and also red dye allergies are very common in our country, and red dye is used in most of todays sports drinks. By offering a product free of all these things we are eliminating the harmful parts of normal sports drinks, and focusing our time on the true natural ingredients that provide energy, and allow our consumer to gain back everything they lost in their workout.

Our Mission

Mission Statement

Our challenge is to foster a healthier lifestyle towards athletes so that theyll achieve their highest potential. Through research, community involvement, and consist studies for our product and service we hope to promote and motivate athletes to participate in our mission to strive for better and healthier lives.

Social Responsibility

As a firm we are inclined towards the social responsibility of our customers, employees and investors. Our company will respond to our global and domestic markets by figuring out what or supply and demand is and how we can fix the problems of dehydration among athletes and eventually develop the tablet into something that people all over the world can consume and expand our global markets.

Our company has focused on acting responsibly and ethically. Our top responsibility is to offer products that importantly and appropriately develop/improve consumers quality of life and value proposition. We will ensure our environment and our Athletes health through our hydration tablet. We are promised to producing and delivering our products in ways are both environmentally safe+ and socially responsible. We strive to provide active and challenging environment/workplace that gives employees the opportunity to develop their skills. We are for Natural / green products in our Medication therefore we will ensure that the athletes receive the optimal level of nutrients to maximize hydration.

Legal Structure:

Closely Held CorporationA closely held corporation is a corporation characterized by not being traded publicly first and foremost. Secondly, there are only a few (more than two, less than 7) shareholders who have control over the stock, and more importantly the operations of the business.Advantages of operating a closely held corporation are several. One advantage is having limited liability. Limited liability allows the shareholders of the company to be protected from legal debts as individuals. Basically all of the shareholders assets will be protected against legal liabilities dealing with the company. Another major advantage of closely held corporations is the extent of ownership participation in management, meaning that the owners of the corporation take part in the operations of management as well as stocks.With advantages come disadvantages. Since the company is closely held most of the stocks are locked, therefore trading shares and stock can be difficult. The most grueling disadvantage is taxation. There will likely be two levels of taxation, with the corporation and its officers and/or shareholders having liabilities for taxes on income derived from the corporation's activities.

Organization Structure:

Functional StructureA functional structure consists of teams being grouped into common functions such as marketing, finance, production etc. Each team specializes in that area of work, and there is always a clear chain of command in this structure. An advantage of having this structure is internal management, meaning that there are smoother interactions with employees to management. Organizations that have stable environments tend to have functional structure due to the slow change of strategy in small organizations that only have little products to produce.Job Descriptions CEO: The primary responsibility of the CEO is to direct the company, inside and out, to align with his/her vision for the companys future. This includes guiding other executives and high level officers along a main objective and working to increase business outside of the company. Secondary responsibilities are often determined by the size of the company and the business sector it represents. The CEO is required to balance objectives internally and externally in order to strengthen and sustain the company.CFO: The chief financial officer position is accountable for the administrative, financial, and risk management operations of the company, to include the development of a financial and operational strategy,metricstied to that strategy, and the ongoing development and monitoring of control systems designed to preserve companyassetsand report accurate financial results.COP: COPs articulate guidelines and direct the overall procedures of businesses and corporations, nonprofit institutions, and other organizations.

CMO: The CMO has various responsibilities, from marketing communication, market research, distribution channel management, to product development, sales management and pricing. Its main task in any organization is to connect the company with its customers, helping it to become a customer centric organization. A CMO has an in-depth knowledge about customers and markets and has the responsibility to point a company in the right direction in order to facilitate its growth.Human Resources Director: The HR director is in charge of leadership and management of human resources in the company, develop, pursue and implementation of HR strategy, human resource activities include: recruitment advertising, selection of suitable candidates, stimulation and motivation, education and staff training, adaptation of workers, relations with the unions and government agencies.Financial ManagersSales Representatives Business AnalystEngineersChief of FinanceChief of ProductionChief of Management Human Resources DirectorCEO

Production

LocationComeback tablets will be located at 3410 Andtree Blvd., Austin, Texas. This warehouse is industrial and is 5,000 square feet and costing $3.00 per square foot. The warehouse has three ground level overhead doors. Building is insulated, has 200 amp three phase power and concrete pad and drive. The reason our plant is in Texas because there are over one million people between the ages of 15-50 that reside in the area. The lease of the building will cost $15,000 in year one. LayoutFor hydration tablets our product will be processed in a lab. We will have machinery to make the tablets. To see how tablets are manufacture click the following link. http://www.youtube.com/watch?v=TrAHTmq-DLE

EquipmentWe will make sure our equipment is as efficient as possible. We will need a counter-top tablet press with PLC Touch Screen Control System. It is designed to press both round and irregular shapes of tablets from various kinds of granular materials. The tablet tester is a machine for testing tablet quality which we will need. Testing for tablet weight, thickness, diameter and hardness is the function of the tester. It would be ideal to have a counter to count how many units place in each tube or package. We will need pickup truck to advertise and bring more attention to the product. We need cars for sales representatives. We also need office supplies, such as pens, paper, printers etc.

TransportationWe plan to use UPS shipping. It is $11.24 for a box, which is 8 x 6 x 3. We will ship 50-100lbs of product to distributors every week to pharmacy channels such as CVS, Wal-Mart, and Target. We will be shipping to 80 CVS stores, 100 Wal-Mart stores, and 50 Target stores.

Quality ControlComeback tablet Inc. will use quality/cost studies where we will check the internal and external factors affecting our costs and quality issues. We will make sure we give our customer top of the line products that are up to their standards. Along with consumer surveys we will check our consumer satisfaction surveys, focus groups, and exit surveys to ensure that we do our best to please the consumers. Marketing:

Target Market: Describe your future customers and provide a profile of these customers (based on age, gender, income, interests, etc.). If your company plans to sell to other companies, describe the typical business customer who will purchase your companys products. Customer Needs and Product Characteristics: Identify your customers needs or wants. Link these needs to the characteristics of your products (or services) described in the "Products and Production" section above. Pricing: State the proposed price for each product. Compare your pricing strategy to that of your competitors. Distribution: Describe the means by which the products (or services) will be distributed to your customers. Will your products be sold to customers directly, or through retail outlets? Promotion: Identify a promotion strategy for your company. What types of advertising will be used?

Target Market: Our target markets are people, both male and female, from 15 to 50 years of age who enjoy physical activities such as sports or any kind of exercise. Our product will be economical so that all can enjoy the comeback tablet and we will sell from Austin, TXCustomer Needs and Product Characteristics: Our consumers need our product because they get dehydrated while working out and Gatorade and other products alike are not enough because of they have a lot of sugar what they need os the comeback tablet Distribution:We will be distributing mainly from Austin, Texas to the 4 neighboring cities: Cedar Park, Georgetown, Round Rock, and San Marcos. Pricing:We will use physiological pricing. The price set for our Hydration tablet, Comeback Tab, is $4.99 for a pack of 15, for individual packets the price is $1 for 2 tabs per individual packet. Advertising:Bill board advertising:On an average, billboard advertising costs in the range of $1000 to $3000 per month and if +you register for putting nearly 10-15 billboards per month, then the cost would be nearly about $30,000. This would appear to be a large sum of money, but an advertisement in the daily newspaper for a day would cost you just about the same.Newspaper: local Ad prices in the Conroe Courier:Advertisements in the newspaper are estimated to be $26.00. Note: advertising rate estimates are typically for a column inch of black and white advertising space. Seasonal factors should also be considered. Our estimates are estimates only and may be out of date or incorrect. Advertising rates change frequently. Contact the newspaper's advertising department for an exact quote. (x30)Television: Local Television With the advent of cable TV in many homes, businesses can benefit from both broadcast and local cable TV advertising. As with radio, ad prices are usually based on the "cost per thousand" of viewers and on the length of time for the spot. A 30-second spot in a medium-sized market typically costs about $5 per thousand viewers. Both radio and television often have higher rates for ads run in the daytime and lower rates for "overnight" time slots. Local Radio: Radio Many people listen to radio stations in their car and at work and tend to have a favorite local station to which they are loyal listeners. Budgeting $500 to $1,000 for local radio advertising can usually buy a lot of air time over the period of one or two months. Ads are sold by time, usually in 30- or 60-second spots, and price is determined by the "cost per thousand" of listeners. Radio prices can be very reasonable, as little as $1.99 per thousand or even less. With radio, you can also target your listeners, reaching specific audiences such as females, sports enthusiasts, teens or those interested in religious messages. Bench advertising:Don't have time to call around? The national average for bus and bench advertising is $250 per placement, so that's a number you can use for bench advertising budgets. (x5)Free Samples: 1,500About 1,500 free samples cost: $360Total with free sample costs: $313,266

Competitor Analysis

Powerade

One of our companys greatest competitors is Powerade, which is owned and manufactured by The Coca Cola Company. Coca Cola, or Coke is one of the worlds largest beverage manufacturers and distributors. In 2010 they recorded revenue of 35,119 million dollars. Coke also manufacturers other famous drinks such as Sprite, Fanta, and Gold Peak iced tea. Coke mainly competes with Pepsi which is another beverage manufacturer Pepsi makes famous beverages such as Gatorade, and mountain dew. The reason Powerade is such a large competitor for us is because they make one the most successful sports drinks on the market, and since our product, Hydrotab will be marketed as a sports tab we will be in direct competition with powerade. Yet, Powerade contains high amounts of sugar and sodium, which can turn some people off from the product. Our product will contain none of the ingredients that turn people off from Powerade and other sports drinks. As a whole company Coke is not perfect. One of the main weaknesses coke faces is product recalls. Their product gets pulled out of production due to issues that would affect the consumer in a negative way. The way coke gets around this is through very clever marketing. They use television ads, internet websites, and radio ads. They have such clever marketing that people often forget about what negative aspects coke as a product has. In conclusion we will try to build a better product than Coke through careful study of our market, statistics of competitors and market trends. This will allow us to build on Cokes weaknesses and create a product that in due time will be on par with or surpass Coca Cola.

Gatorade

One of the Hydro tabs, biggest competitors is the Pepsi Co. they have nineteen different brands and has generated over one thousand million dollars in annual retail sales and employs over two hundred thousand people. They are very wealthy, well established, and well known. They will be a tough competitor to have however, their drinks contain too much sugar and it doesnt really work. In their SWOT analysis they talk about their weaknesses and threats that they could have and they come up with some pretty dangerous things to their product. They say how their biggest weakness is the threat of the brand being recalled for damages. This could cost them millions to fix. Also, they state that their biggest threats are: the slow growth of carbonated soft drinks in the United States, strong competition from the Coca-Cola Company, government regulations, that could potentially affect sales, and the profitability they would lose should the regulations change. Although they are a well-established company they like many others make mistakes and take short cuts which lead the company to trouble. The companies get greedy and start to forget about the consumer; pretty soon all they care about is the money which is why they start to fail. Hydro Tab wont do that to the consumer. This is where we will overcome the obstacles, and make our product work for real instead of adding harmful chemicals and sweeteners.

FINANCIAL PLAN

Unit price. Comeback Tab Inc currently produces and sells hydration tablets. The price of a tablet pack of 15 tablets is $4.99. The prices of these tablets are expected to increase during the three-year period included in the financial projections from $4.99 to $5.25 to $5.45.Unit cost. The following breakdown lists the material and labor expenses incurred in making a tablet:1. Mixing and producing tablet (600 tablets/hour) = $0.10/tablet

Accordingly, the total cost to produce one tablet is $0.10

Inventory costs. Besides the tablet making equipment, Comeback Tab Inc keeps an inventory stock every six months. The cost of the raw materials, composing of 15,000 tablets, is around $1,500.

Labor costs. Comeback Tab Inc. has 10 employees, which include the sales representatives, production workers, and owners of the company. The two production workers that Comeback Tab Inc. has hired are each paid a salary of $35,000 per year. The three sales representatives that Comeback Tab Inc. has hired are each paid a salary of $40,000 per year. If Comeback Tab obtains the necessary financing, then two additional production workers and three additional sales representatives will be hired. Comeback Tab Inc. is giving a one percent or greater salary increases to non-owner employees every year. The corporation will continue giving a like percentage for the next three years.Capital equipment purchases and maintenance costs. Comeback Tab Inc. currently has three tablet producing machines, two tablet hardness tester machines, and two tablet counter machines. The amount of machinery used to design and build Comeback Tabs hydration tablets is sufficient for its current production level. However, if demand increases to its projected level, then three more additional machines will be needed. The cost for the two types of tablet machines needed is $3,000, $2,000, and $1,500. If Comeback Tab Inc. obtains the necessary financing ($33,450), this equipment will be ordered and placed into service within two months.

Additional facility space. The new equipment that will be purchased will obviously require additional floor space. To meet this requirement, Comeback Tab Inc. management considered: 1. Moving the whole workshop to a larger facility 2. Leasing additional space in a unit adjacent to the present workshop

The first alternative was quickly dismissed because the indirect costs of the move far outweighed the benefit of having all the workstations in one building. It was estimated that the move would take approximately one month and hinder the building of 12,000 bicycles. The related lost revenue would be approximately $58,220. Furthermore, this did not take into account the cost of printing new ads, brochures, and mailings that would have to be distributed to reflect the change of address.

Leasing the unit that is adjacent to the present workshop is the best option available because it will be relatively easy to shuttle designer-builders and materials between workstations in both units since they are right next to each other. The adjacent unit is 5,000 square feet and Comeback Tab Inc. has calculated the required rent fee to be approximately the same as the first building. This was considered the best alternative because it would not disrupt the builder-designers workflow, and the new workstations could be easily accommodated in the space currently occupied by the administrative offices.