Академический Документы
Профессиональный Документы
Культура Документы
Ibrio Incorporated is a small start-up firm located in the business district of Palmyra, Pennsylvania. We
offer Internet and Web-related services to small businesses in the Central Pennsylvania area. The
services we offer include website development and design, hosting, maintenance, marketing, and
analysis.
Given our experience and expertise in both commercial Web development and business-to-business
sales, we believe we can offer a unique and superior service to small business owners, in comparison to
what is currently available.
The demand and growth rate for Web development and marketing services in the small business market
is at an all time high and shows no sign of slowing anytime soon. Even more astonishing is the fact that
very few Web development companies have taken advantage of the opportunity, as there are no
dominating participants in this huge market.
We believe the reason for this virtually untapped market is due to expensive project costs, the highest
profit margins in Web development today are in servicing large- and medium-sized corporations. We
have developed a system that dramatically reduces steep project costs and henceforth will allow us to
offer the same high-end Web development services as larger companies receive at a much lower cost
to the client.
This business plan will highlight many aspects of our system and our business. It will detail market
growth and demand, and it will outline our projected cash flow and profit margins over the next three
years. All numbers regarding our projected company growth are based on previous information
gathered by activity in the company over the last few months of operation.
1.1 Objectives
1. Revenues of $200,000 by month 10.
2. Net Profit of 25% in year one and 35% in year two.
3. 65% Gross margin by month 10.
1.2 Keys to Success
1. Offering high-end Web services to small businesses in a way that they can understand and
afford.
2. Build a strong residual income through secondary subscription-based services tailored for
small business (website hosting, marketing, maintenance, consulting).
3. Establishing strategic partnerships with area Internet service providers and computer
consulting companies to refer small business website projects to us in exchange for high payoffs.
1.3 Mission
Our mission is to provide affordable, accessible, and streamlined Internet and Web services to small
businesses. We have developed a system for offering many different types of Web services (site
development, hosting, marketing, and maintenance) that are exclusively tailored to fit the needs and
resources of small companies.
Read more: http://www.bplans.com/web_design_business_plan/executive_summary_fc.cfm#ixzz17uAN5YDy
Company Summary
Ibrio Incorporated is a start-up company that will provide high-end, affordable Internet related services to
small businesses that are looking to expand their existing marketing efforts to reach the Web. We have
a system established that will allow us to offer website development, hosting, marketing, and
maintenance of the same caliber that large companies take advantage of, at a very affordable rate.
The cash requirement of $17,000 are funds that we need to provide the capital to run our business for
the first few months. This capital will fund two employees payroll and equipment/supplies to get them
started. It will cover business expenses for a few months until our cash flow takes over.
The four-year $20,000 loan has been secured from the XYZ bank to supply the needed capital
explained above.
Start-up
Requirements
Start-up Expenses
Phones $160
Start-up Assets
Long-term Assets $0
Start-up Funding
Liabilities
Current Borrowing $0
Capital
Planned Investment
• E-commerce development.
• Website renovations and upgrades.
• Application development (i.e. chatrooms, message boards, online polling, live-feed
audio/video, etc.).
• Website maintenance training.
• Internet/website education seminars.
• Database construction.
We have plans to offer the following services within the next year:
Ibrio Inc. currently operates and maintains a fully-functioning website that provides information about the
company, plus a variety of helpful resources for small business owners which we will be constantly
updating.
In the next six months, we plan to produce and distribute bulk mail and fax flyers promoting our Web
development and hosting services to small businesses in Central PA to solicit new business.
We have plans to offer a more compact version of our main sales folder in a brochure format. This
brochure will be available both as a mailer to interested parties and as a sales solicitation in area
businesses.
3.3 Fulfillment
For the website design, development, marketing, analysis, and maintenance we will employ industry
professionals to handle our clients' needs. Working for the company presently is Brandon Andrews, a
professional website development engineer and strategist with four years of experience in the
commercial Web development industry. To keep employee costs low, we have designed a "team"
development system that will consist of two full-time sales people and three full-time Web developers.
Of the Web developers, one position will be filled by a highly-qualified senior Web professional and two
lesser-qualified, lower paid developers. All three will work full-time on separate projects provided to
them by the sales people. However, the senior developer will have the duty of maintaining the same
high quality level of work in the junior developers' projects, that our clients have learned to expect from
us now.
For the website hosting services we offer, Ibrio Inc. has formed several alliances with industry leaders to
provide top-rate, reliable hosting solutions. Forming the alliances has allowed us much flexibility in
important hosting features, customizability, and it has drove costs down dramatically. All these benefits
are crucial to preserving the integrity of our company as being a 'fully-rounded Internet solutions
provider' for small businesses.
3.4 Technology
It is a given that technology and keeping up with new innovations strongly influence our business. We
operate a Windows® based Local Area Network (LAN) in the office that is equipped with the most
current software and hardware tools available to meet our project requirements. Within the next year,
we will be investing in additional tools that will extend our capabilities in handling various types of
program files (i.e. Macintosh computers, large capacity data storage, and high-end image scanners).
We also have plans to purchase licensing agreements with our major software vendors to allow for
automatic upgrades in new software tools.
Currently we own and operate both a professional digital and film camera for the purpose of offering on-
site and in-house product and business photography to our clients. We would like to improve upon these
services in the near future by purchasing a more complete photography system, it has been our
experience that this is a service many small businesses are recognizing as a crucial part of their online
marketing efforts and would take advantage of it were we to offer such a service.
Although we plan to bring on many clients who simply will need an online presence and nothing more,
our most important and sought after clients will be those business owners who are ready to implement
a larger percentage of their company onto the Internet. This type of client will traditionally need one of
the following services:
• E-commerce/shopping cart.
• Database driven websites.
• Dynamic content and website features.
• Aggressive online website marketing.
4.1 Target Market Segment Strategy
Ibrio Inc. will focus the majority of sales and marketing efforts toward attracting small businesses. The
reason for this decision is simply the low amount of services available for a market with such a high
demand. In addition to the very promising supply and demand ratio, it is also technically easier and less
expensive to market to and attract small website projects than larger projects.
Without a doubt, there is a need for custom, high-end, dynamic services designed exclusively for small
businesses. At this point, the majority of our competitors are offering services tailored around big
business, to small business owners, or they are offering the exact opposite, one-dimensional, "cookie
cutter" type services.
While every small business has now recognized the need for having a presence on the Internet, many
do not know where to start, how much it will cost, or even how it will benefit their company. It has been
our experience by talking to small business owners that the decision to take advantage of the Web is
not a matter of 'if' but a matter of 'when.'
Another important trend is the overall merging of daily business operations with the Internet and World
Wide Web. Just as the majority of large companies have already started to use the Web to handle
interoffice tasks, we believe that many smaller companies will begin to realize the time and money
saving advantages to this strategy.
• By 2001, small businesses (1-99 employees) will spend in upwards of $22 billion to either gain
an Internet presence or improve their existing efforts. This number is up from $12 billion in
2000 (Activemedia Research).
• Small and home-based business' Internet usage is at approx. 81%, this is an increase from
only 26% usage in 1996. It is estimated to reach almost 95% by the year 2004 (IDC Research).
• Total U.S. business Information Technology (IT) expenditures for 2000 are $119.1 billion and
will reach $285 billion by the year 2003. The year 2000 will also be the first year that U.S.
businesses spend more of their total IT expenditures on Web-related services than on IT
hardware (IDC Research).
• Currently, the total number of online users in the U.S. is 107 million, by 2004 that number will
grow to 210 million (IDC Research).
• E-commerce revenue will reach nearly $6.8 trillion by the year 2004, up from $48.6 billion in
2000 (Forrester Research Group).
4.2 Service Business Analysis
Web services and development companies vary greatly in the type of service they offer and the type of
client they attract. Ibrio Inc. will be relatively unique in the fact that we are marketing exclusively to small
businesses.
This industry consists of many small Web development firms usually less than 10 years old that
generally start out offering services to smaller companies but with long-term goals of catering to large,
corporate Web accounts.
The first type are the very large, high revenue companies who service larger Fortune 1000 corporations
and well-funded Internet based start-ups exclusively. In this category are only a few worldwide
participants that dominate.
The second type of firm offers pre-fabricated, all-in-one, proprietary type Web services to any size
company at a very low cost or without any cost. The participants in this category consist of a few
dominating companies that mainly all have additional sources of revenue and only offer Web services
as a value-added service or additional attraction.
The third type of firm is our classification, that is the smaller, usually very young companies that market
to small- and medium-sized businesses in their local area. Currently there are a large number of
participants in this category, but no dominating forces.
Dauphin County: Located to the West, approximately five miles from our location. The number of
businesses is estimated at 6,723. It will make up 23% of our four county target area.
Lancaster County: Located Southeast, approx. 20 miles from our location. We would like to begin
marketing in this area within four months. The number of businesses is estimated at 11,299. It will make
up 40% of our target area.
Lebanon County: Our office is located in Lebanon County. Lebanon is the smallest of the four counties
and therefore we will market in proportion to its size. The number of businesses is estimated at 2,547. It
will make up 9% of our target area.
York County: Located Southwest, approx. 40 miles from our location. York county is the last of the four
counties we will market in. It will be late next year before we begin marketing in this county. The number
of businesses is estimated at 8,238. It will make up 28% of our target area.
Our business allows us to offer services to small companies, no matter their geographical location, and
we plan to do so, eventually expanding outside our immediate area. The above counties are where we
will market most heavily and expect to receive the majority of our work. We do expect to receive a small
portion from outside this target area due to ad placement in a national business directory.
The above demographic information can be found through the Geospatial & Statistical Data Center.
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
We will market ourselves as an Internet and Web services organization devoted to offering high-end
services to small businesses exclusively. Our target customer will be the owners of any small or home-
based company who are looking to implement their business into the Web.
Ibrio Inc. also has as its lead development manager, Brandon Andrews, a main principal in the
company. Brandon Andrews has four years of commercial Web development experience and has been
recognized as a leader and innovator in the graphic design and layout areas of website development.
We will begin our marketing by acquiring memberships from the following organizations (October 2-9):
• Budget Domain Website Package ($585.00): For simple, information based websites.
Popular with companies who just need to gain an Internet presence.
• Mid-Level Website Package ($945.00): Information based websites with a large amount of
content. Popular with companies that have a large services/products list and/or want to implement
more of their business into the Web.
• Catalog Website Package ($1,440.00): Usually reserved for product-oriented websites that
are e-commerce enabled. Popular with companies that have a desire to market heavily on the
Internet or sell their products/services directly from the Web.
• Website Hosting (from $15.00 to $45.00 per month): Depending on the type and size of the
website, the price for hosting can vary greatly. The average cost of hosting for most clients is $25
per month.
• Website Maintenance ($45.00 per hour): We charge a set fee of $45.00 per hour billed in 10
minute increments. If a client feels as though they will need their website updated or maintained
on a regular basis, packages are available at a discount rate.
5.2.3 Promotion Strategy
Our target client is part of a very specific demographic, for this reason, we market and promote our
services in a direct and specifically targeted manner.
Print Ads:
• Currently we advertise in eight separate area yellow page directories. All our ads appear under
either the Internet Services or Website Design headings.
• Ibrio Inc. also has an ad listing in a national business directory under the heading of Web
Developers.
• In the near future we will feature ads in several area business publications such as The Central
Penn Business Journal and the Who's Who in Dauphin County.
Direct Mail and Fax:
• We have sent out targeted bulk mail flyers promoting special offerings by our company.
• We have participated in targeted broadcast fax promotions to small businesses in our area.
• In the near future we will begin a new aggressive, ongoing bulk mail campaign to promote our
Web development and hosting services.
Mass Media Ads:
• We will begin advertising on a broader scale within the next six months. Radio spots will be
continuously played during local area talk shows and news programs, this placement is intended
to reach the highest percentage of our target client possible.
• Billboard ad placement will be the second mass media marketing campaign we will implement
into our marketing efforts. Billboard ads will be intended as 'name recognition' advertising.
Educational Seminars:
• Ibrio Inc. has been invited to speak to business owners and managers at several Internet and
Web-related educational seminars on a variety of topic. In the near future, we will promote our
services through these seminars.
Local Area Commerce Groups:
• To promote our services and our name as a participant in the Web services industry, we will be
joining many of the local area Chamber of Commerce groups and various other strategic
partnership clubs.
5.3 Sales Strategy
Our clients are small business owners, most are very protective of their company, and almost all of them
are salesmen themselves. We sell value, service, and quality when we talk to business owners. We
need to convince them that they can look past all of the hype surrounding the Internet and still see why
having a website is worth the money spent.
We currently utilize a database system specifically targeted toward our desired demographic to
establish our first contact with every potential client. It has proven a successful method for soliciting new
business directly due to the method in which we approach the first call. The salesman always requests
to speak to the business owner, asking for him by his first name only, and when asked who is calling,
responds by providing simply his first name as well. Once on the phone with the business owner, there
is absolutely no script and the salesman clearly identifies himself and asks the business owner if he has
ever considered having a website developed for his company, no matter what the response, a brief
conversation will always pursue, sometimes leading to an appointment, and sometimes to a follow-up
call.
Because we have full confidence in our services, and recognize that business owners are generally
open to the idea of utilizing the Internet and most even consider it a necessity, we take a very low-
pressure, non-abrasive approach to direct selling. We will normally present the information about our
company, portfolio, strengths, and pricing to the client and let them make the decision on their own. This
method has proven successful provided that we keep our follow-up calls consistent and regular until we
receive either a yes or no answer.
Website development sales will be the largest portion of our revenue with result-based marketing
following. Maintenance and hosting revenue will be built up slowly but are the residual base we will
stand on in the future.
Sales Forecast
Year 1 Year 2 Year 3
Sales
Website Development $0 $0 $0
Maintenance $0 $0 $0
5.5 Milestones
The accompanying table lists important program milestones, with dates and managers in charge, and
budgets for each. The milestone schedule indicates our emphasis on planning for implementation.
What the table doesn't show is the commitment behind it. Our business plan includes complete
provisions for plan-vs.-actual analysis, and we will hold monthly follow-up meetings every month to
discuss the variance and course corrections.
Milestones
Acquire Start-up
8/14/2000 10/1/2000 $0 Dave Admin
Financing
Accounting/Balance
8/31/2000 8/31/2000 $300 Dave Admin
Sheet Setup
Acquire Chamber
10/2/2000 10/9/2000 $600 Dave Marketing
Memberships
Staff Development
10/16/2000 10/23/2000 $3,200 Brandon HR
Position #1
Staff Development
1/15/2001 2/1/2001 $3,200 Brandon HR
Position #2
Totals $18,550
David Hickethier attended Williamson College on a three year scholarship basis, earning his Associates
Degree in construction management. He has completed many business management and business
finance courses and has also had hands on experience with managing people. He has one year
experience in Internet and Web-related sales and nearly two total years of professional sales
experience.
R. Brandon Andrews is an experienced website developer and strategist with over four years of
commercial Web and Internet services experience, plus numerous attendance to various related
seminars and educational classes. Previous to the forming of Ibrio Inc., he owned and operated a sole-
proprietorship, which offered similar Web-related services, but did not market exclusively to small
business.
David Hickethier will serve as chief operations officer and sales manager. He will supervise all salesmen
and all sales promotions and projects. David will also be holding the office of the treasurer therefore will
be responsible for all financial related matters.
Brandon Andrews will serve as chief technology officer and lead Web developer. He will be directly
supervising all Web development (employee and sub-contracting projects), and will also be responsible
for any necessary training in the same department.
We will turn to Parks & Company, our finance and accounting firm, to provide expert advise and
counseling in both the business development and administrative support departments. This strategy will
allow the partners of Ibrio Inc. to lend the majority of their time to their respective areas of the company.
We will turn to the law offices of Keefer Wood Allen & Rahal, LLP for all advice concerning the legal
issues of running Ibrio, Inc.
The following table shows how we plan on making the above a reality.
Personnel Plan
Year 1 Year 2 Year 3
Production Personnel
Other $0 $0 $0
Other $0 $0 $0
N/A $0 $0 $0
N/A $0 $0 $0
Subtotal $0 $0 $0
Other Personnel
N/A $0 $0 $0
N/A $0 $0 $0
Subtotal $0 $0 $0
Total People 7 7 7
Total Payroll
Financial Plan
Ibrio's financials summarize the following areas:
• Important Assumptions.
• Key Financial Indicators.
• Break-even Analysis.
• Projected Profit and Loss.
• Projected Cash Flow.
• Projected Balance Sheet.
• Business Ratios.
7.1 Important Assumptions
Our financial assumptions are based on a steady economy and standard numbers for a business in our
industry.
General Assumptions
Year 1 Year 2 Year 3
Plan Month 1 2 3
Other 0 0 0
The average variable cost is an aggregate measure for all the types of services which will be offered.
Break-even Analysis
Monthly Revenue Break-even $4,649
Assumptions:
Other $0 $0 $0
Operating Expenses
Leased Equipment $0 $0 $0
Other Expenses:
Other Payroll $0 $0 $0
Consultants $0 $0 $0
Contract/Consultants $0 $0 $0
Cash Received
Dividends $0 $0 $0
Assets
Current Assets
Long-term Assets
Current Liabilities
Current Borrowing $0 $0 $0
Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Percent of Sales
Main Ratios
Activity Ratios
Debt Ratios
Liquidity Ratios
Additional Ratios