premiership crazy business plan

Premiership Crazy Maayan Misra – CEO & Marketing Director

Matthew Djuang – Financial Director

PREMIERSHIP CRAZY BUSINESS PLAN Maayan Misra – CEO and Marketing Director Matthew Djuang – Operations and Financial Director



Table of Contents

PREMIERSHIP CRAZY BUSINESS PLAN 1

Executive Summary 3

Mission Statement 4

Marketing 5 Slogan 5 Market Analysis 6 Market Segmentation 6 Market Strategy 7 Product: 7 Price: 8

Competitor Analysis: 12 Competitor Advantage: 13 Quality: 13 SWOT Analysis 15

Management Summary 18 Organizational Structure 18 Responsibilities 19 Store manager 19 Retail Staff 20 Skills 20 Qualifications 20

Pert Chart 21 Financial Summary 24 Monthly Net Profits Over the First Year 24 Monthly Net Revenue Over the First Year 25 Income Statement 26 Break-‐Even Table 27



Executive Summary

Premiership Crazy will revolutionize shopping for passionate soccer fans in Singapore. It aims to provide high quality, official soccer memorabilia from all of the Premier League teams to fans in Singapore. With very few stores in Singapore selling merchandises from all of the Premier League teams let alone selling a vast majority of its memoribilia, we are entering a new market with very few competitors. The concept of this is relatively new as no one has tried it in Singapore. South East Asia has a very strong base of soccer fans and it is very logical to have the store set up in Singapore because of its huge



English Premier League following as well as a growing fan base. Because soccer is a growing trend in the world, especially Singapore, we see a long future ahead for our company. With more than 300 teams regularly playing in Singapore, a wide target market has already been established. An integral part of our company is our ability to market our store well and an ability to expand when the time is right. Therefore we plan to expand our store into other countries in Asia, starting with our neighbors, Malaysia. We, as passionate soccer fans ourselves, can predict a bright future for other major European leagues such as Serie A and La Liga. This leads us to believe that after we successfully profit from the Premiership goods in Singapore, an even more profitable future may lay ahead by adding more leagues in more countries to our company.

Mission Statement



Our company aims to provide high quality soccer memorabilia not commonly found in Singapore from the top European leagues for passionate soccer fans in Singapore.

Marketing

Slogan

“Ignite Your Passion” is our slogan, and it is a perfect fit for our target market. Our company is aimed to those who have a potent enthusiasm for soccer and therefore, our store aims to “ignite your passion”. We feel as though our memorabilia will help customers express their craze for a certain club because only the most ardent of supporters will wear normal everyday t-‐shirts with the club crescent emblazoned proudly on the front.



Market Analysis The soccer market is increasing throughout Asia and specifically in Singapore, which illustrates an increasing market for our business.

Market Segmentation As our target market is quite wide, we are aiming to appeal to a big target market. We will target 15-‐40 year olds, middle to upper class males who are passionate about the teams that they support. Although quite a varied age group, we see this as beneficial because no matter how young or old, these people all want to display their passion through various products from club polo shirts to keychains of their favourite soccer team. Also, because our customers will mainly be middle to upper class, we see Bukit Timah Shopping Centre to be a strategic location. There is a large number of middle-‐class and upper-‐class people living near Bukit Timah Plaza as it is minutes away from dairy farm area where it is a major residential



area comprising of many private condos. In addition to this, the Bukit Timah area is also a large residential area and this shopping mall sits right on the edge of it which very convenient to the people who live there. Then there is the Holland Rd and Clementi area which is only 5-‐10 minutes away by bus. Bukit Timah is a much more strategic and profitable location to set up our business as the rent is much cheaper and it is much easier to reach out to our target market. By placing ads around the Orchard/Bukit Timah area, we can generate our vicinity.

Market Strategy

Product: Our brand name, Premiership Crazy, illustrates that our target market will be passionate soccer fans that have a desire for licensed merchandise from Premier League clubs. Everything that we sell will be authentic so our customers will be



assured that they are getting the real merchandise and no counterfeits. Such merchandise will range from club bags to keychains with the club logo appearing on it. We will also provide the service of personalized merchandise which will allow you to put your name on the back of your jersey as well as other merchandise. We plan on having some signed souvenirs such as a signed jersey or signed boots to either auction off to increase publicity or to keep in our store window to attract customers. Another one of our main assets, apart from our wide selection of products, is the quality and authenticity of all of our merchandise. Our products will be officially licensed by the clubs, but shipped to us directly from the manufacturers in order to reduce costs.

Price: As we have an extensive selection of products, we will also have a wide range of prices. We plan on slightly increasing the original price due to the fact that we do not have any competitors in terms of our range of products sold and therefore can be priced through “value-‐based” pricing. Premiership Crazy will also offer a



membership package that will give each person a card that grants them 5-‐10% off products as well as a free water bottle with our logo on it to increase awareness of our business. Place: Our distribution channel is our main outlet store, which will be strategically located at Bukit Timah Shopping Centre. This location is easily accessible to our target market because middle class families tend to live within a 10-‐12 minute drive of the Centre. Also, for more upper class families that live closer to the Orchard area only have to travel 15 minutes to Bukit Timah and can park in the 7-‐storey car park, which eliminates the hassle of finding expensive parking in the Orchard area. We also plan on having a website that showcases all of our merchandise and the teams/places that we sponsor. We will also travel to places where our sponsor plays and sell some stuff near the area in a tent. This would boost our sales as our target market watches games in the area.



Promotion: Premiership Crazy’s main method of promotion will be through tactically placed print ads and sponsorship. Most of our ads will be placed in places that will reach our target market. Therefore, we have decided that our ads will be seen at major soccer stores such as Nike, Adidas etc, as well as shopping malls like Queensway that sees a lot of soccer fans daily. Also, another key location for our ads will be football pitches/stadiums. For example, The Cage is home to some of the most passionate soccer fans in Singapore, therefore helping us reach them in the most efficient manner possible. Premiership Crazy will also try getting advertising space at the National Stadium, Turf City, and The Pitch, all of which are primary locations for ardent soccer fans. Sponsorship is, potentially, a very straightforward yet profitable way of creating awareness for our store. We will become shirt sponsors for both youth (amateur) and professional teams, providing them with free or discounted merchandise. In return, our logo and name will be on the jersey so that all spectators and opponents will be looking at it for the full 90 minutes of every game. Another cheap bit of promotion we will do is distribute wristbands, water bottles etc that are inexpensive to make, but will nevertheless increase our



awareness. It is how we will use reduce marketing costs, but maintain a good amount of exposure. This will generate invaluable exposure for Premiership Crazy. After we generate enough revenue, we will also look into the idea of television ads. Another potential way of creating awareness for our store is to have any Premier League club that is on a tour in Singapore, such as Liverpool did in 2009, have a signing/ Q&A session at our store. Prior to the actual event, we could also have a contest, with the person who spends the most at the store allowed to go and meet and chat to the players for a bit just before the signing or receive free tickets to the game.



Competitor Analysis: Premiership Crazy is a unique idea and opportunity mainly due to the fact that we will be a leader in this niche market. Our store prides itself on the fact that we have high quality, official merchandise that will cater directly to our main target market. Although other football-‐oriented stores exist, there are none in Singapore that will offer the selection and range of products that we will. Products that will be sold range from authentic jewelry with the clubs’ logo displayed to t-‐shirts and polo shirts that also display the logo. Competitors in Singapore sell authentic jerseys, accompanied by an array of inauthentic, cheap editions of small key chains and stickers. Our strongest advantage is the quality and authenticity of our highly demanded products.



Competitor Advantage:

Quality: The level of quality will be of the highest due to the fact that our products will come straight from the manufacturers that supply the actual Premiership clubs. This is a major advantage that we have over our competitors. Exclusivity: Our merchandise will be one of a kind in Singapore. This makes sure that potential customers will have to go to our store. Also, one main attraction of our store is that many of our products will not be seen in other stores or on other people in Singapore. We bring products to Singapore that show the passion of a Newcastle United fan living in Newcastle, for example.



Convenience: Premiership Crazy will offer a wide variety of products all in one convenient location. Customers will not have to go to different stores looking for different teams’ merchandise. Every club will have its merchandise in our store, making it an easy way to purchase items.



SWOT Analysis

Strengths - Entering a new market in singapore so we do not

have competitors, high quality products (official

merchandise)

Weaknesses - May not be high demand for lower clubs

Opportunities - Gain a majority of the market share as well as

gaining an advantage over competitors by location

Threats - New competitors may enter the market as they see

an opportunity to expand from their current sports

shop.

- Already established sports stores.



Management Summary

Organizational Structure

Chief Executive Officer/ Marketing Director (Maayan Misra)

Chief Financial Officer (Matthew Djuang)

Store Manager

Retail Staff

Retail staff



Responsibilities

Store manager - Provide safety and security to the store - Delegate tasks to the retail staffs - Hiring/ firing retail staff when necessary - Make sure the visual merchandising is properly displayed - Make sure the proper amount of the inventory is displayed for people to purchase

- Must meet the monthly sales goals - Responsible for the ordering, purchasing products - Able to handle customer service (damaged/returned goods)



Retail Staff - Make sure the store is clean after the day - Do additional tasks that are assigned by the store manager - Greet customers who come into the store - Help customers with questions and getting products they need - Operate the cashier register when necessary

Skills - Good people skills - Be able to operate the cashier - Friendly/likeable personality

Qualifications - No qualifications necessary but high school diploma is recommended. Just come for an interview as well as training



Pert Chart

Gather Funds

rent store space at location

furnish the store space

contact suppliers

hire retail staff/ store

manager

put goods on display



Financial Summary

Monthly Net Profits Over the First Year

-‐$20,000

-‐$15,000

-‐$10,000

-‐$5,000

$0

$5,000

$10,000

1 2 3 4 5 6 7 8 9 10 11 12

Series1



Monthly Net Revenue Over the First Year

$11,800

$12,000

$12,200

$12,400

$12,600

$12,800

$13,000

$13,200

$13,400

$13,600

$13,800

$14,000

1 2 3 4 5 6 7 8 9 10 11 12

Series1



Income Statement

2011 January February march april may june july august september october november december fixed costs rent $140 $140 $140 $140 $140 $140 $140 $140 $140 $140 $140 $140 retail staff 2520 2520 2520 2520 2520 2520 2520 2520 2520 2520 2520 2520 store manager 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 start up cost 20,000 0 0 0 0 0 0 0 0 0 0 0 marketing costs $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 other costs 100 100 100 100 100 100 100 100 100 100 100 100 total costs $28,770 $8,770 $8,770 $8,770 $8,770 $8,770 $8,770 $8,770 $8,770 $8,770 $8,770 $8,770 revenue $12,600 $12,600 $12,600 $12,600 $12,600 $12,600 $13,860.0 $13,860.0 $13,860.0 $13,860.0 $13,860.0 $13,860.0 net profit ($16,170) $3,830.25 $3,830 $3,830 $3,830



Break-‐Even Table

month 1 month 2 month 3 month 4 month 5

labour $5,040 $5,040 $5,040 $5,040 $5,040

rent $917 $917 $917 $917 $917

goods shipped in $50,000 $12,600 $13,500 $10,500 $4,000

sales $12,600 $13,500 $14,300 $14,200 $13,500

profit ($43,317) ($5,057) ($5,157) ($2,257) $3,543

premiership crazy business plan

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