Rosafarbenes Nilpferd & Sons Engineering, Inc., established a strong foothold for a niche technology marketplace for Product Category One* products. The potential market demand of 180million units outpaces current suppliers. It is also growing at 22% per annum. Recent profits and sales growth at RNSE show the company’s ability to profit from this boom market. Sales are projected to grow from the first quarter of Year 1 total of $280,000 to $1,600,000 by the end of the first year, and to exceed $14 million by the end of the third year of operations. Similar growth patterns will see before tax profits rise substantially by Year 1 and continue to increase through Year 3. These results can be achieved without the need to increase fixed assets. A modest banking facility, in the form $150,000-$200,000 of credit, will be required to finance the growth of current assets. Half of this will be prime corporate receivables.

*Note: Propriety and confidential information has been disguised or removed from this sample plan.

1.1 Objectives

Rosafarbenes Nilpferd & Sons Engineering is striving to be the best manufacturer of Product Category One products with the most advanced technology. The measurable objectives are:

1. Complete work to make RNSE&#8217’s products compatible at least with five of the most widely used first-tier operating system (by the end of Month 5, Year 1, and at least three other within a year).
2. Do a complete website redesign. Send a quality mailer out to 300 Value Added Resellers.
3. A professional media analysis is used to create an advertising campaign in trade magazines that targets the telecommunications, instrumentation, and industrial automation sectors.
4. Through networking and partnering with operating system developers, technology manufacturers, and other industry players, arrange at least five banners/links on a reciprocal basis with key market-related websites.

1.2 Mission

Rosafarbenes Nilpferd & Sons Engineering’s mission is to develop cutting-edge Product Category 1 solutions for appliance and equipment makers who, due to the fast pace of technology, are under pressure to get their products to the market quickly. RNSE accomplishes this by keeping a small ‘#8220’ think tank style technical team, outsourcing the manufacturing, and maintaining a marketing offering that caters for the more complex Product Category One requirements. This leaves the easier, higher-volume, and less price-sensitive markets to the competition.

This sample plan does not contain confidential or proprietary information.

1.3 Keys to Success

The demand and growth potential is so overwhelming that success in selling Product Category 1 devices is virtually assured provided a few key aspects are kept in mind:

1. If you have a stock of the components, contract manufacturing is possible. The order of sensitive components should be planned carefully and adequate financing must be available to cover the long-term inventory.
2. Avoid time-consuming inquiries originating from outside the chosen market targets. Technology is a topic that interests everyone. It is important to sort through all inquiries and to respond to those within the sales and marketing parameters. These include needs between 100 and several hundred units that are designed for high-ticket, sophisticated equipment.
3. To build brand recognition for reliability and cutting-edge technology, you must act quickly. Potentially there are many competitors to the Product Category 1 device market. It will be much more difficult to project an image later.