Suzy's Zoo Final


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Introduction

Distribution

Local stationary stores

Mom and Pop stores

on a smaller scale in Washington and Oregon

Within 2 years, the cards were selling throughout California

Internationally through licenses, distributors and direct sales.

Product Line

Greeting Cards

Colouring Books

Calendars

Gift wraps

Coffee Mugs

Plates

T-Shits

Party supplies

Balloons

Table Clothes

Invitations

Children Sleepwear

Baby Products

Stickers


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CharactersLittle Suzys Zoo


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CharactersSuzys Zoo


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Characters Wags & Whiskers


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Market Analysis

Threat of New entrants High

low entry barriers of entry

low investments required

The threat of substitutes Medium Stationary, chocolates

The same price bracket contains many products which can substitutethe cards as gifts

Bargaining power of buyers High

Huge price war between competitors

Bargaining power of suppliers Low Paper

Printing materials

Most of raw materials are readily available and would have standardprices


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Market Analysis

Intra-industry competition -

High & Low

Competitors Hallmark,

American Greetings, Gibson,

1000.

Low competition between big

players

High competition between

small playersHallmar

k, 46%America

n

Greetin

gs, 30%

Gibson

Greetin

gs, 8%

Others,

16%


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OrganizationSuzys Zoo

Company Philosophy

Give them what they want at a reasonable price

Organizational Innovation

New idea of new cartoon characters on cards

Kept changing the characters after few days.

Targeted

Kids

Teenagers

Youngsters

Diversified into new products early in the business


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Business Plan

Financial

Initial finance was funded by Murr $600

Share of 90% (Murr), and 10% (Spafford)

Later Spafford bought out Murr 80% making it 10% (Murr), and 90%(Spafford)

Operation

Currently operating at a two-story, 52000 square footwarehouse/office suite

Operations includes product design, marketing, warehousing, andshipping

No manufacturing is done on site : rather, manufacturing isaccomplished through subcontractors.


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Business Plan

Human Resources

Non-union operation with approx 50 employees.

Minority owner and vice president Mr. Ray Lidstorm

Office staff of approx 12 is maintained for accounting,

marketing, purchasing credit and customer service functions.Suzy Spafford

President

Ray LidstromCFO/COO

GraphicsArts/Design

ProductDevelopment Warehouse Publishing/Licensing Accounting Purchasing Credit Sales

Shipping Production Receiving Data entryCustomer

Service


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Marketing

Independent sales personnel

The company maintained the merchandising policy for sales

no fancy, plain, honest business.

Used to hear the customers and retailers, Participated in trade shows as a way to expose the product

line to different retailers.

National stationery gift show in New York

Los Angeles gift show. Also participated in regional trade shows through

participation by its sales representatives.

Business Plan


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Key Success Factors

Innovative Zoo characters on cards

New Idea an look on cards

Changing characters

Changing the characters gave variety to consumers

Central designing and control

Early diversifying to different products


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Future Plans & Risks

Future Plans

Story books

Cartoon films (in colaboration with Walt Disney)

Suggestions

Customised cartoon merchadize Egreetings

Text to speech

Chocolate wraps with cartoon charecters

Risks

Egreetings


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Thanks

Suzy's Zoo Final

Documents

Transcript of Suzy's Zoo Final