The executive summary for your Bottled Water Business should be written last. It should include the main people involved in your Bottled Water Business and their experience related to the Bottled Water Business. There should be a brief description of what the Bottled Water Business entails. Your Bottled Water Business should include some brief financial statements such as loans you will require and profit/loss statements for the first 3 years.
The should be your short term and long term objectives for your Bottled Water Business.
What is the main mission for your Bottled Water Business.
Keys to Success
A few bullet points to briefly describe why your Bottled Water Business will be a success.
Who owns your Bottled Water Business and what type of business will it be – will you be an LLC etc.
Location(s) and Facilities
Address of your business if possible or a rough idea of the surroundings and the benefits this location will be for your Bottled Water Business.
Start-up Summary for a Bottled Water Business
Provide basic details of the capital you require for your Bottled Water Business and how you intend to acquire that capital if you don’t have it already.
Start-up Expenses for a Bottled Water Business
This should be a list of all your start up capital required before you start trading as well as the amount if any you will be needing to loan.
Products / Services
Describe all the products you will sell and give an indication of future products you will sell and the reasons why these will be sold in the future and not now.
Describe all the services you will provide and give an indication of future services you will provide and the reasons why these will be provided in the future and not now.
Market Analysis Summary for a Bottled Water Business
Give the details of who your target market will be for the Bottled Water Business.
Target Market Segment Strategy
Explain how your marketing will get new and existing clients to buy from you.
Explain how in general the direction the Bottled Water Business is taking. Is it up or down and what are the reasons for this and can you cater for the existing and new trends.
Service Business Analysis
Explain how the Bottled Water Business is run in a nutshell.
Who are the main competitors for your Bottled Water Business. Try to explain their strengths and weaknesses.
Strategy and Implementation Summary for a Bottled Water Business
How will you market your Bottled Water Business.
What are your prices and the reasons for your prices.
Are you planning a grand opening with special discounts on your opening night? Do you need to give special offers to attract new and existing customers to your Bottled Water Business once you are established.
Explain why customers will come to your Bottled Water Business as compared to someone elses.
The web is becoming ever more important for any business. How exactly are you going to use this medium in your Bottled Water Business strategy.
How are you going to generate more sales for your Bottled Water Business.
What other companies can you work with to help your Bottled Water Business.
Who are the main people involved in your Bottled Water Business.
Which people are in charge of which departments in your Bottled Water Business.
List all the people involved or you will require to run your business smoothly with salaries or share options.
This is a summary of the business’s most important strengths, weaknesses, opportunities and threats.
Strengths of the Business
Excellent quality product
“Which means that” Adds to reputation.
Good management skills.
“Which means that” Well run business
Good ability to extract information.
“Which means that” Can control the business.-
Weaknesses of the Business
“Which means that” Credibility problem may affect initial sales
Lack of systems
“Which means that” The company needs to develop systemised operational & sales techniques or sacrifice profits
Opportunities in the Marketplace
Add-on products such as **
“Which means that” A potentially enormous market for the Bottled Water Business to tap into.
Growing market segments.
“Which means that” our Bottled Water Business should target these segments.
Threats in the Marketplace
Increasing supplier prices.
“Which means that” Resulting in reduced profitability.
Declining size of the ** segment.
“Which means that” Need to focus on growing segments to spread the company’s portfolio
To evaluate and launch new products or services which will turn over $xxxxxx in the first year.
Other Objectives (Goals)
To not exceed a marketing budget of $xxxxxx
To not exceed a payroll budget of $xxxxx
To not exceed a general overhead budget of $xxxxxx
Marketing Plan for a Bottled Water Business
To achieve sales by XX% to $XXX
Sales Objectives by Market Segment
#1 Segment: To achieve sales to $xxxxxx
#2 Segment: To achieve sales to $xxxxxx
#3 Segment: To achieve sales to $xxxxxx
Other To achieve sales to $xxx
Develop a corporate brochure.
Develop personalised business cards.
Create Basic Website as a tool to promote services
Advertise in local publications
Advertise monthly in magazines that are specifically targeted to the ** and ** segments.
Advertise monthly in magazines that are aimed at the general industry.
Lead Generation Program
Conduct monthly on-going lead generation program. Send out monthly direct mail leaflets with response coupons.
“Centres Of Influence” Program
Personally contact at least ten potential partners each week.
Produce a monthly newsletter that shows examples of (your products) and how customers have benefited from using them.
PR release to be initiated each month to various trade journals and magazines.
Employ telemarketing staff.
Organise training program to be implemented.
Contact monthly all past customers that have not re-ordered to ask why not and see whether we can win back their business.
Follow up Enquiries
Contact all enquirers monthly and determine if they have purchased from a competitor and, if so, why.
Follow up all new customers two weeks after they purchase to ensure they are satisfied with the product.
Send quarterly newsletter to existing customers to keep them informed of our other products.
Develop an ongoing sales promotion to target existing customers.
General Marketing Strategies for a Bottled Water Business
Keep updated competitor profile.
Marketing information system
Document on every enquiry “How did you hear about us?”
Document on every order “How did you hear about us?”
Produce monthly sales reports by product, by market segment, and by territory.
Financial Strategies for a Bottled Water Business
Eliminate cash shortage in the traditional tight periods of <month A> to <month B>
Maintain payment of bills, on average, to xx days.
Develop and implement new policies on approval and signatories on expenses.
Pay off the existing lease on capital equipment, thus reducing the monthly financial burden.
Reduce the overdraft from $xxxxxx to $xxxxxxx
Pay all wages on a monthly basis instead of weekly.
Organise funding for the $xxxxxxx expenditure on new equipment.
Ensure a payback on new equipment through sales of one year.
Improve the number of stock turns to xxxxx a year.
Negotiate new terms on the premises and reduce existing payments by xx%
Renegotiate with the bank and consolidate some outstanding loans with lower interest rates.
Organisational and Management
Next Year’s Objectives
Budget – To not exceed the payroll budget of $xxxxxxx
Staff – To employ or re-deploy a total of xxxxx full-time and part-time staff over the next year.
HUMAN RESOURCE STRATEGIES
Draw organisational chart.
Develop incentive scheme related to job requirements.
Policies and procedures
Develop policies and procedures manual.
Employ or re-deploy staff
Employ one specialist ** salesperson.
Employ one marketing assistant.
Employ one accounts receivable person.
Carry out training needs analysis.
Install suggestion box.
Organise monthly meetings to follow up tasks