Table of Contents
Page
1.0 Executive Summary 1
2.0 Business Profile 2
2.1 The Industry 2
2.2 The Business Products and Services 2
2.3 The Location 3
2.4 The Legal Structure 3
2.5 SWOT Analysis 3
2.6 Business Objectives 4
3.0 Marketing Plan 5
3.1 The Products and Services 5
3.2 Customer Profiles 5
3.3 Competitor Analysis 6
3.4 Competitive Advantage 6
3.5 Advertising and Promotional Activities 7
3.6 Pricing Method 8
3.7 Distribution Method 8
4.0 Operations Plan 8
4.1 Operating Processes 8
4.2 Suppliers 8
4.3 Management Team 9
4.4 Staff and Key personnel 9
4.6 Record keeping 10
5.0 Financial Plan 10
5.1 Actual Financials 10
5.2 Projected Financials 10
5.3 Projected Balance Sheet 16
5.4 Projected Statement of Cash Flow 17
5.5 Automaxx Company: Summary of Projections and Accounting 18
6.0 Reference 18
7.0 Appendix: Office Floor Plan 19
1.0 Executive Summary
The electronic money and electronic ticketing industry has become ingrained with the emergence of globalisation and the demand of a fast paced lifestyle that the modern individual possesses. The discussions of the paper offer a new innovation for the Australian market. The introduction of a new line of e-card or electronic ticketing allows for alternatives among the commuters and shoppers in Australia. As it stands, it appears that the new company, Automaxx Company with their “Automaxx Card” shall have to work doubly hard on its marketing strategy in order to effectively introduce and ingrain the company name in the popular culture of the company. The main product of this new Go card-like business are “Automaxx cards” that deals in ease of payment to the use of the public transportation, shopping market, food establishments and convenient stores of Australia. The company will compete to other electronic money businesses like Translink go card and master cards. Basically, through the help of excellent management team, staff and key personnel, the business could go far as compared to Translink go card. Currently, Automaxx Company corporate pro forma revenue for the year 2007 exceeded 900,000 and projected to be successful in 3-year time. The financial projections are based on the accrual method of accounting. Management has inserted a contingency of 1.5% to allow for non-collectible revenue.
2.0 Business Profile
Businesses are developing and changing with regards to the needs of the people. The advent of new technologies and growth of e-cards, electronic money and e-payment are becoming necessities in the current era. With this regard, this part of the paper will detailed the information concerning the description of the industry, business products and services, business location, legal structure, SWOT analysis and business objectives.
2.1 The Industry
The emergence of Electronic Money market and electronic ticketing in Australia are only of the innovations needed in the current era. And currently, the TransLink Go card shows expressive contribution to the public transport operation in south-east Queensland (Translink Go Card 2008). In this industry, there are major brand names that leads the market. As mentioned earlier, companies like Translink Go card and master cards are those that dominate the electronic money industry in Australia. These companies have successfully integrated their name in the everyday lives of the modern Australian. The use of their services would come naturally to these people as they are already a part of the daily routines of the public.
Basically, this proposed business endeavor will deal in Electronic Money market and electronic ticketing in different establishments and transportations in Australia. The name of this Translink Go card-like business is Automaxx Company with their “Automaxx Card”.
2.2 The Business Products and Services
The main product of this new Go card-like business are “Automaxx cards” that deals in ease of payment to the use of the public transportation, shopping market, food establishments and convenient stores of Australia. The target market would be individuals and families. Actually, the new company will offer now a wide range of payment services not only for transportation but also to other establishments such food chains, shopping markets, gasoline stations, etc. Basically, the product is an e-card which is easy to use, safe and with high quality. With regards to its price, it is to be offered fair and reasonable. And it should have numerous outlets to be located at transportation stations, food establishments, supermarkets, gasoline stations and shopping malls. Moreover, there would be a 24-hr customer help available through phone and internet. The company actually plans to develop innovation, respect, and good relationships to the community.
Company Mission
“Maximize the company’s resources to satisfy customers and provide ease of payment in different business establishment in Australia”
2.3 The Location
There would be numerous distributing outlets of Automaxx Cards. These outlets will be located in supermalls, transportation terminals and other business areas. However, the main office of Automaxx Company will be located at William Street, Sydney, NSW 2011. The main office floor plan is shown in Appendix A.
2.4 The Legal Structure
The Company complies with the business rules and policies of the Australian Government. Other issues concerning collaborations with other business establishment will be resolved by the Automaxx Company Lawyer. The company makes sure that all tax policies are properly addressed.
2.5 SWOT Analysis
Strengths
Ø Dynamic management team. Motivated and qualified employees who willing to work hard.
Ø Providing quality services and also extra services after sell.
Ø Reasonable price
Ø Customer focus: satisfy and fast response to any need of customers. For example, work on weekend.
Weaknesses
Ø Lack of experiences.
Ø Company’s name is unawareness. It is a very new brand name in the market.
Opportunities
Ø The economic is developing in accordance to technological innovations, there is a need for the service.
Ø Quality of products and services is more important and concerned by all most the business today.
Ø Potential market; large number of customers.
Threats
Ø Strong competitors in the market
Ø Unawareness by customer; they do not understand the benefits of quality management standard
Ø People do not want to change the organization as well as working method.
2.6 Business Objectives
Automaxx Company is poised to become the leading provider of e-card and electronic money products and services. Additionally, the ability to integrate proprietary prepaid technology with emerging wireless data and Smart Card applications provides a unique capacity to offer a full assortment of complementary value added-services that enhance and create additional revenue.
Based upon executed contracts the company expects to achieve over million AUD in sales, million in pretax profits in Year One, and achieve 4 million AUD in sales, million AUD in pretax profits in Year Two. Automaxx Company can achieve these goals since the funds will allow them to finalize the collaboration to other known business establishments and implement their marketing strategies.
3.0 Marketing Plan
In this part of the paper, the marketing plan of Automaxx Company will be discussed in details. Information concerning the features of their products and services will be discussed. The profiles of the customer will be evaluated. Other factors will be also assessed such as the competitors, competitive advantage, advertising campaigns, pricing methods and selling and distribution of Automaxx Cards.
3.1 The Products and Services
In the emergence of the new market and the lack of such a company owning that particular niche in Australia, this presents itself as an opportunity for business to establish a specific type of electronic money business that will serve wide range of payment services in different establishment. For this paper, it is proposed to introduce a new Automaxx Card that is possible to use in other type of business establishments. This will give the public a new alternative within the electronic ticketing and e-money services in Australia. Aside from that, ease of payment in not only in public transportation but also to different establishment like food, super markets, movies, grocery stores. This card is unique compared to other e-cards because its universal use.
3.2 Customer Profiles
The profile of customer would be those that use the public transportation, shopping market, food establishments and convenient stores of Australia. The customers would be individuals and families. Actually, the new company will offer now a wide range of payment services not only for transportation but also to other establishments such food chains, shopping markets, gasoline stations, etc. Basically, the product is an e-card which is easy to use, safe and with high quality.
3.3 Competitor Analysis
Companies like Translink go card and master cards are the main competitors of Automaxx. Currently, the TransLink go card shows expressive contribution to the public transport operation in south-east Queensland (Translink Go Card 2008). Basically, using the Translink go card makes travel a whole lot easier. Through this innovation in transport system, it allows the commuters to travel flawlessly on TransLink services on buses, ferries and trains without the hassles of buying and finding a ticket (Translink Go Card 2008). Similarly, master cards offer ease of payment in different establishment in Australia.
Information about competitors; their market share, strengths and weaknesses.
Competitors and their market share.
Source: http://www.bis.org/publ/cpss31.pdf
Competitor’s strengths and weaknesses:
Company
Strengths
Weaknesses
Translink Go Cards
- Belong to the government
- Also is a certificate body
- Great experienced consulting team.
- Exist over 5 years in the market.
- Not focusing on quality of the service.
- Got some problems in the organization similar to other government organization; cumbersome structure, bad behavior to serve customers.
- For transportation only
VISA
- Quality service
- Well organized and managed
- Also is a certificate body
- Strong financial investment
Individual
- Not depend on financial aspect
- Very dynamic and having great experience.
- Well communication, they have their own network for finding customers.
- Limited time à can not carry too many projects at the same time.
- They have to find customer by themselves à limited probability of getting more customers.
Small companies
- Dynamic working team.
- Faster to adapt when the environment changes.
- Finance is limited
- Lack of experiences
3.4 Competitive Advantage
As part of the competitive advantage of the company, they will offer a wide range of payment services not only for transportation but also to other establishments such food chains, shopping markets, gasoline stations, etc. The product Automaxx Card will be easy to use, safe and with high quality.
3.5 Advertising and Promotional Activities
Ø Designing attractive brochure is very important. The first step we contact with customers is introducing our brochure to them which include all information about the Automaxx service and all of our available products. The brochure has to print in high quality paper which will represent the whole company’s image.
Ø In Automaxx brochure, information about the company and its mission will be printed in the main page. Moreover, several papers which contain information about each product.
Ø Furthermore, the website will be involving all the information about company and its products. Customers can submit question to us and receive the answer in the fastest time.
Ø The company will also initiate billboard and Television advertising.
3.6 Pricing Method
With regards to its price, it is to be offered fair and reasonable. The company will only charge 1% of the amount of money that the customer loaded to their Automaxx Cards. The cards are will be sold for only AUD. And it is expected to have numerous outlets to be located at transportation stations, food establishments, supermarkets, gasoline stations and shopping malls. Moreover, there would be a 24-hr customer help available through phone and internet. The company actually plans to develop innovation, respect, and good relationships to the community.
3.7 Distribution Method
The distribution of Cards will be through different Automaxx outlets that can be found in different supermarkets, transportation terminals, convenient stores and other business establishments.
4.0 Operations Plan
Issues concerning business operation, suppliers, management team, staff, key personnel and bookkeeping of Automaxx Company will be discussed in this part of the paper.
4.1 Operating Processes
The blueprint of the main office of Automaxx Company was shown in Appendix A. The company will be using computers to track and process their sales. Office equipments and materials such as chairs, tables, telephones, papers, cars, and trucks etc are carefully assessed to provide give quality service.
4.2 Suppliers
Cards to be used as Automaxx Cards will be supplied by an IS company that are expert in developing e-cards. Collaborations to other business establishments is also considered by the company. IS company’s will be paid through bank checks.
4.3 Management Team
Rose King holds an MBA from Harvard and five years of experience at one of the leading Lending Business in Australia as financial officer. She is the President and owner of the Automaxx Company, and whose remarkable business vision and enthusiasm led to the planning of the Automaxx Company.
Richard Kenn is the assigned Executive Vice President and Chief Financial Officer of the company, and whose impressive career portfolios include three-year tenure as In-House Accountant at Mondex.
Executive Vice President and Chief Administrative Officer of Automaxx Company is Lisa John, who will be in charge of the human resources department and other administrative functions of the business.
Roger Mily, Executive Vice President and Marketing and Supply Chain Director, was Assistant to the Chief Marketing Officer of Freeway Jeans for a period of two years.
Board of Directors (BOD)
There is currently no Board of Advisors for Coffee Break, but the management team will assign one when the right time comes. Same goes for the Service Providers, who will be outsourced by the company as the firm grows in size.
4.4 Staff and Key personnel
Hiring of sale executive and sub-contract sale executive serves as the staff and key personel of Automaxx Company.
Ø Sale executive: has responsibility to find customers by using telephone. Contact them and try to convince them to try the Autimaxx Cards. Beside fixed salary they also get 5% the total amount of subscribers.
Ø Sub-contract sale executive: Most of them are students from Economic University and Social Sciences and Humanities University. They will not receive fixed salary. However, the commission will be higher, 10%. On the other hand, they will market Automaxx Cards to customer in case of they can not bring any subscribers. The company has to pay nothing in this case but there is an influence of using those people.
4.6 Record keeping
The financial reports such as the expenses and earning should be kept carefully and assessed by the Company Auditor with collaboration to the Chief Financial Officer of the company. Company records concerning growth and development should be also carefully evaluated.
5.0 Financial Plan
5.1 Actual Financials
Currently, Automaxx Company corporate pro forma revenue for the year 2007 exceeded 900,000. See Statement of Revenues on next page.
Projected
YEAR 1
YEAR 2
YEAR 3
REVENUE
Both Divisions
$ 8,136,000
$ 25,907,000
$ 43,843,000
Total Revenue
$ 8,136,000
$ 25,907,000
$ 43,843,000
Automaxx Company
STATEMENT OF REVENUES, EXPENSES
AND RETAINED EARNINGS (DEFICIT)
INCOME TAX BASIS
FOR THE YEAR ENDED
DECEMBER 31, 2007
Revenue – Fees
$ 823,450
Other Income
Other Income
3,248
Interest Income
43,369
Total Other Income
46,617
Accounts Receivables
63,307
Total Revenue with Receivables
$ 933,374
Operating Income (Loss) Before
Other Income
(420,433)
Net Income (Loss)
(373,816)
Retained Earnings – Beginning
6,366
Retained Earnings (Deficit) – Ending
$(367,450)
Automaxx Company
STATEMENT OF ASSETS
INCOME TAX BASIS
AS OF
DECEMBER 31, 2007
ASSETS
Current Assets
Cash
$ 845,306
Total Current Assets
$ 845,306
Property and Equipment
Furniture and Fixtures
4,140
Machinery and Equipment
10,156
14,296
Less: Accumulated Depreciation
1,229
Net Property and Equipment
13,067
Other Assets
Investments
251,000
Prepaid Taxes
1,117
Intangible Assets – Net
606
Total Other Assets
252,723
Total Assets
,111,096
Automaxx Company
STATEMENT OF LIABILITY
INCOME TAX BASIS
AS OF
DECEMBER 31, 2007
5.3 Projected Balance Sheet
PROJECTED BALANCE SHEET
3 YEARS OF OPERATION
YEAR 1
YEAR 2
YEAR 3
ASSETS
Cash
$ 14,185,000
$ 18,753,000
$ 26,739,000
Accounts Receivable
$ 478,000
$ 1,759,000
$ 2,853,000
Assets
$ 25,000
$ 40,000
$ 60,000
Deferred Costs
$ 613,000
$ 1,097,000
$ 1,507,000
Accum. Depreciation
$ (6,000)
$ (8,000)
$ (10,000)
Accum. Amortization
Total Assets
$ 15,295,000
$ 21,641,000
$ 31,149,000
LIABILITIES
Accounts Payable
$ 613,000
$ 1,097,000
$ 1,507,083
Income Tax Payable
$ (1,623,000)
$ 2,607,000
$ 6,716,000
Total Liabilities
$ 613,000
$ 3,704,000
$ 8,223,083
SHAREHOLDERS EQUITY
Common Stock
$ 16,405,000
$ 16,405,000
$ 16,405,000
Total Liabilities & Shareholders’ Equity
$ 14,682,000
$ 17,937,000
$ 22,926,000
Note: This projection assumes a Private Placement pursuant to Reg. D Rule 506
and /or a completion.
5.4 Projected Statement of Cash Flow
PROJECTED STATEMENTS OF CASH FLOW
3 YEARS OF OPERATION
YEAR 1
YEAR 2
YEAR 3
CASH FLOW FROM OPERATING ACTIVITIES
Net Income (Loss)
$ (1,623,000)
$ 5,222,000
$ 9,323,000
Amortization & Depreciation
$ 6,000
$ 8,000
$ 10,000
Accounts Receivable
$ (478,000)
$ (1,759,000)
$ (2,853,500)
Accounts Payable
$ 613,000
$ 1,097,000
$ 1,507,083
TOTAL CASH-OPERATING ACTIVITIES
$ (1,482,000)
$ 4,568,000
$ 7,986,583
CASHFLOW FOR FINANCING ACTIVITIES
Proceeds of Private Placement Rule 506
$ 4,500,000
$ -
$ -
Underwriting
$ 10,000,000
$ -
$ -
Total Cash from Financing
$ 14,500,000
$ -
$ -
Cash at Start of Year
$ 1,167,000
$ 14,185,000
$ 18,753,000
Cash at End of Year
$ 14,185,000
$ 18,753,000
$ 26,739,000
Note: This projection assumes a Private Placement pursuant to Reg. D Rule 506
and /or a completion of underwriting.
5.6 Automaxx Company: Summary of Projections and Accounting
Note I. Basis of Accounting
The assumptions and projections in the Statements of Operations, Balance Sheets and Statements of Cash Flows reflect management’s research for Automaxx Company. Therefore, these financial projections for the three years stated are projecting the Company obtains sufficient capital to support the revenue levels. This is a new business endeavor in which management cannot guarantee that all projections will be achieved. The levels of accuracy might differ even if capital and revenue projects are at obtainable levels.
This business plan has been prepared for the assistance of potential investors and does not contain any offering of securities in Automaxx Company
Note II. Accounting
The financial projections are based on the accrual method of accounting. Management has inserted a contingency of 1.5% to allow for non-collectible revenue.
6.0 Reference
Translink Go Card (2008) About Go Card. Accessed: August 12, 2008. Available at: <http://www.translink.com.au/qt/TransLin.nsf/index/go_about>
7.0 Appendix: Office Floor Plan
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