House of Projectors (HOP) is an Ohio based Limited Liability Corporation (L.L.C.) start-up business that provides Liquid Crystal Display (LCD) computer projectors for rent. John Laaklytte (a veteran of the computer rental market) has formed the company. HOP has identified three distinct markets that they intend to target. Entrepreneurs make up the first segment. When presenting to venture capital and angel investors, entrepreneurs often need projectors. A projector is now a standard requirement for professional presentations. These presentations are usually PowerPoint-based. This customer segment has a 9% growth rate with 33,243 potential customers. The second segment is small size companies which can be defined as companies with less than 15 employees. These companies are not likely to use a projector often enough for the cost. This group boasts a 7% growth rate and 5,423 customers. Medium-sized businesses that employ 15-50 people and share a similar passion for renting projectors are the last group. This group is home to a 6% increase in sales and 3433 potential customers.

Industry

The $745 Million industry that rents computer-based office furniture is called the computer-based equipment rental industry. Most of the players in the industry rent equipment from a range of manufacturers and not just one model. This allows them to have a wider customer base, but it also reduces their ability offer high-quality service for all types of technology due to the technical differences between different hardware types. House of Projectors is able to compete in their market of projector rentals, as the industry is structured primarily as comprehensive service suppliers. They will be in a position to offer technical and customer services that are not easily provided by other service providers. This is House of Projectors’#8217; unique competitive advantage and industry-standard customer care. House of Projectors believes it can achieve and maintain this competitive edge for two reasons:

1. HOP’s focus on projectors allows them to excel in their chosen field.
2. There are expectations across the organization that HOP&#8217’s business model for all employees will offer this level of customer service.

Management

John Laaklytte is going to lead House of Projectors in the early stages of market penetration. John graduated from Case Western Reserve University with a Bachelor’s degree in Business. John gained real-world experience working as an Assistant Manager in a CompUSA retail store. John gained valuable business experience through this position that would be a great asset in his future business venture. John also worked at the University in the position of computer lab manager. John was also a manager in the computer lab at (name omitted), which is a national rental company. John rose quickly to the post of Regional Manager in this corporation.

John will use his experience and knowledge to transform House of Projectors into a well-established player in the computer hardware industry. John will achieve outstanding revenues in the second year by following a proven business model and a well-planned business plan. This will allow John to increase his revenue in the third year. HOP will be financially self-sustaining by the end of the second year.

1.1 Objectives

• To become the premier source for rentals of LCD computer projectors.
• To establish a large base of customers who are long-term.
• To achieve profitability by year two.

1.2 Keys to Success

1. Financial controls must be implemented and maintained. This will be done to analyse all aspects.
2. Every customer is the most important HOP customer.
3. Analyze the market and customers’ needs constantly, without assuming that HOP is always in control. An interactive feedback mechanism will be just one method used to gain insight into the customers’ preferences.

1.3 Mission

House of Projectors has the mission of becoming the premier supplier of computer projectors to the Cleveland business community. House of Projectors has a reputation for being the best in its market by offering great service and fair prices.