eTickets Business Plan 1 e-Tickets – a ticketing website for small events Group Members: Peter Kelly Tinu George Micheál Glennon Mark Coleman _____________________________________________________________________ 1 eTickets Business Plan 2 TABLE OF CONTENTS EXECUTIVE SUMMARY .................................................................................5 The motivation behind eTickets............................................................................6 BACKGROUND SECTION..............................................................................7 Key Statistics:............................................................................................................7 Small Events taking place in Ireland ....................................................................7 Credit Cards usage in Ireland ...............................................................................7 Internet Penetration in Ireland...............................................................................8 International Scope:.................................................................................................9 Competition:...............................................................................................................9 Porter’s Five Forces:..............................................................................................10 Threat of substitute products or services ..........................................................10 Bargaining Power of End Users..........................................................................10 Bargaining Power of Suppliers............................................................................10 Rivalry among existing competitors ...................................................................11 Threat of New Entrants ........................................................................................11 Survey Analysis.......................................................................................................12 Personnel ..................................................................................................................12 Management Structure.........................................................................................12 Individual Roles .....................................................................................................13 THE MARKETING REPORT .........................................................................15 Marketing Mix...........................................................................................................15 Promotion ...............................................................................................................15 - Online Advertising and Promotion ...............................................................15 - Other Advertising ............................................................................................15 - Direct Marketing..............................................................................................15 Product....................................................................................................................16 Price ........................................................................................................................16 Importance of a good pricing structure ..........................................................17 Place........................................................................................................................18 Value Chain...............................................................................................................19 Attract Customers: ................................................................................................19 Interact with Customers: ......................................................................................20 Act on Customer Instructions:.............................................................................20 React on Customer Inquiries:..............................................................................21 _____________________________________________________________________ 2 eTickets Business Plan 3 Problems with existing process .........................................................................21 Future Development...............................................................................................21 Target Market Channels ........................................................................................23 SWOT Analysis........................................................................................................23 Strengths ................................................................................................................23 Weakness...............................................................................................................24 Opportunities..........................................................................................................25 Threats....................................................................................................................25 Sustainable Competitive Advantage..................................................................27 FINANCIAL ANALYSIS ................................................................................28 Start –Up....................................................................................................................28 Source of Funding.................................................................................................28 Use of Funding ......................................................................................................28 Expenses................................................................................................................28 Start Up Finances..................................................................................................29 Operational Finances.............................................................................................29 Income: ...................................................................................................................29 Sales....................................................................................................................29 Advertising..........................................................................................................30 Expenditure:...........................................................................................................30 Payroll .................................................................................................................31 Advertising..........................................................................................................31 Office Expenses ................................................................................................31 Rent .....................................................................................................................31 Utilities.................................................................................................................31 Credit Card Services.........................................................................................32 Taxes...................................................................................................................32 Cash Flow A/C..........................................................................................................33 Total Income ..........................................................................................................33 Operating Expenses .............................................................................................33 Total Operating Expenses ...................................................................................33 Net Profit/Loss .......................................................................................................33 Break Even Analysis ..............................................................................................34 TECHNICAL REPORT ..................................................................................35 Introduction ..............................................................................................................35 Tickets.....................................................................................................................35 Web Site.....................................................................................................................35 _____________________________________________________________________ 3 eTickets Business Plan 4 Client Side Technologies .....................................................................................35 Server Side Technologies....................................................................................36 Database Design...............................................................................................37 Barcode / Serial Number Generation.............................................................38 Site Map..................................................................................................................40 Sample Walkthrough ............................................................................................41 Credit Card Verification ........................................................................................44 Security ...................................................................................................................45