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2
Plan
Company’s objectives
Market study
Product and services presentation
Market positioning of the offer
Financial part
3
Company’s objectives
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Penetration of a new market segment :◦ Automation of winter ski resort
Selling a customer solution
Implementation and continuous monitoring of software in order to computerize the management and the logistics of a winter ski resort
Problematic: ◦ simplifying the management of a winter ski resort and
make consumption convenient and effective for skiers
Company’s targets
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Market study
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Market definition:◦ French winter ski resort
Market quantification :◦ About 230 winter ski resorts
100 private companies (40%) 100 public companies 30 companies (20%) of mixed economy (public
commercial company owned)
Market
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Market Segmentation Top 100 winter resorts based on their turnover
(e.g. Annexe)
Medium ski resorts have a turnover between 1M€ and 15M€
Huge ski resorts have a turnover between 15M€ and 60M€ and more.
Assessment of the turnover part invested in a system like Avalanche = 11%
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Segmentation criterion : part of the turnover used by winter ski resorts on software projects in order to computerize the management and the logistics
Grid services(e.g. slide 17) shows market prices ◦ According to market prices and if a client buy the full
package (e.g. slide 24), it’ll cost : 110 880 €◦ We approximate this cost about 115K €
This valuation let us to segment the Top 100 list of winter resorts
Segmentation Criterion
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So, there are 98 stations which have a budget greater than 115K €
These 98 winter resorts will be our targets (e.g. list)
Targets
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Major competitors:
Competitors
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Targets : 98/230 Winter ski resorts
Annual market’s turnover : about 29M €
Valuation :15/98 potential customers
Aim : about 4% market share after 3 years
Targets Market Share after 3 Years
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Product and services presentation
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Reducing the cost required for maintenance Restricting frauds Providing better services for winter ski
resorts customers Improving corporate image and reputation
of winter ski resorts
Needs
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Providing better services for winter ski resorts customers◦ Contribution:
Information system Winter resorts organisation
◦ Management and control: Ski lifts Ski pass sales Ski lessons, device lease
A solution…
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Supervision Center:◦ Simulation◦ Database management◦ Reporting
Website:◦ Ski pass purchase◦ Equipment lease◦ Information◦ Reporting
Database :◦ Data hosting
Products to answer the needs
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Commissioning Assistance ◦ Data migration◦ System setup
After sales support
Consulting service :◦ Objectives:
Update product following customer demand Training and upgrading of users
Services to answer the needs
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Grid services– Prices and OffersSoftware Hardware Services
Site web : 1800 € Borne de vérification : entre 5k et 8k€
Assistance à la mise en service :Prix de la mise en place comprise dans le prix du software/hardwarePrix de la migration des données : 135€/j/migrateur
Hébergement BDD/ gestion achat forfait: 200 à 800€/mois en fonction de la taille
Borne d’achat/vente : 8k à 10k€ (software + déploiement réseau)
Support après-vente : Hotline gratuite, mise en place d’un numéro vert
Gestion des remontées/BDD (centre de supervision) : 3800€
Carte RFID : 40 centimes à 1€ Service de consulting :Prix consulting : 750€/jPrix formateur et remise à niveau : 300€/j/formateur pour 6 groupes de 6 personnes max
Gestion des forfaits (Centre de vérification) : 1190€
Palm OS (support mobile du logiciel centre de vérification) :200€ pièce
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Products and services are flexible
Customers could make their own solution
The prices we offer are lower than the current market, more important for software solutions
Grid services and offers
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Market positioning of the offer
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SWOT Analysis
•Global warming•New concurrent
•Young team
•Distribution to retailers
•European market•Accommodation of our product in other domains
•Reporting tools
Strengths Opportunities
ThreatsWeaknesses
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Communication Strategy
Door to door approach to obtain our first sale
Make a stand on SAM 2011. Evaluated cost : 11000€
Advertising for 3 years in trade press : 1600 € a year
Official website. Evaluated cost : 2500€
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Products and Services presentation
Software package Number Price (€) Total (€) Competitor
Monitor center 1 3800 3 800 NA
Check center 3 1190 3590 NA
Administrator training 1 person 1 day 1100 1 100 1000
Software installation 2 days 3 000 3 000 NA
Total 11 490€
Total with discount 10 000€
Software package
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Products and Services presentation
Standard package Number Price (€) Total (€) Competitor
Website 1 1 800 1 800 2 000
Administrator training 1 person 1 day 1100 1100 1000
Data migration 1-2 day 1 800 1 800 NA
Hosting and database 1 year 13 000 13 000 14 000
Total 17 700€
Web package
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Products and Services presentation
Standard package Number Price (€) Total (€) Competitor
RFID reader 8 8 000 64 000 72000
Terminal (ATM) 3 10 000 30 000 22 000
RFID 5 500 1 5 500 NA
Palms 5 200 1 000 NA
Total 100 500€
Hardware package
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Products and Services presentation
Standard package Number Price (€) Total (€) Competitor
Software Package 1 7 800 10 000
Web Package 1 16 700 17 700
Hardware Package 1 100 500 100 500
Total 127 700€
Total with discount 120 000€
Full package
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Finances
FinancesRevenues
Revenues forecasts
Year Softwarepackage
Webpackage
Hardwarepackage
Fullpackage RFID Revenue
(€)
1 1 2 0 1 50 000 215 900
2 2 4 1 2 200 000 633 300
3 3 4 2 2 400 000 1 063 300
3%4%
21%
30%
43%
Pourcentages des ventes
SoftwareWebHardwareRFIDFull
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FinancesCosts
HR expenses for conception of prototype
Wage per year (k€) Year 1 Year 2 Year 3
Web developer 16 1 2 2Software developer 16 1 2 2Hardware technician 16 1 1 1Interne 5 1 2 2
Total 37 74 74
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FinancesExpenditures & Revenues
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435360.00 €
20,000.00 €
40,000.00 €
60,000.00 €
80,000.00 €
100,000.00 €
120,000.00 €
140,000.00 €
160,000.00 €
180,000.00 €
200,000.00 €
DépensesRevenues€
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Finances
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36
-200,000.00 €
-100,000.00 €
0.00 €
100,000.00 €
200,000.00 €
300,000.00 €
400,000.00 €
500,000.00 €
600,000.00 €
700,000.00 €
800,000.00 €
€
Added up amounts
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FinancesAnnual turnover
1 2 3 4 5 60 €
200,000 €
400,000 €
600,000 €
800,000 €
1,000,000 €
1,200,000 €
1,400,000 €
1,600,000 €
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1 2 3 4 5 60%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CA Snoware CA Marché
FinancesAnnual market shares
5,24%4,76%4,22%3,67%2,18%0,73%
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Easy to adapt website or hardware and software solutions for other fields
Ex: Event hall, transport, tickets,
Expand our business and earn market share and money during winter season
Others market
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Thank you for your attentionQuestions ?
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Annexe :market segmentation
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Annexe :market segmentation
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