MP III – Final Report Mott 50 Business Plan Felicia Aileen, Tom Dyer, Min Ho Lee, Eun Jung Son, Yating Zhou 11/30/2012 Table of Contents 1. EXECUTIVE SUMMARY ..................................................................................................................................................... 4 Overview .................................................................................................................................................................. 4 Mott 50’s Approach ............................................................................................................................................. 4 Financing ................................................................................................................................................................. 5 2. INDUSTRY ANALYSIS ................................................................................................................................................... 6 2.1 Market Profile ..................................................................................................................................................... 6 2.2 Market Segment ................................................................................................................................................. 6 2.3 Key Success Factors .......................................................................................................................................... 7 2.4 Industry Trend .................................................................................................................................................... 7 Expansion and Intensified Competition...................................................................................................... 7 Differentiation and Niche-targeting ............................................................................................................. 8 Aging Demographic ............................................................................................................................................. 8 International Growth .......................................................................................................................................... 9 3. COMPETITIVE ANALYSIS .......................................................................................................................................... 10 3.1 Five Forces Analysis ....................................................................................................................................... 10 Competitive Rivalry ........................................................................................................................................... 10 Buyers ..................................................................................................................................................................... 11 Suppliers of Labor, Location, & Equipment ............................................................................................. 11 Potential New Entrants .................................................................................................................................... 11 Substitutes............................................................................................................................................................. 12 Conclusion ............................................................................................................................................................. 12 3.2 SWOT Analysis .................................................................................................................................................. 13 Strengths ................................................................................................................................................................ 13 Weaknesses .......................................................................................................................................................... 14 1 Opportunities ....................................................................................................................................................... 14 Threats .................................................................................................................................................................... 15 Conclusion ............................................................................................................................................................. 15 4. MARKETING PLAN....................................................................................................................................................... 17 4.1 Target Market .................................................................................................................................................... 17 4.2 Mission and Objectives .................................................................................................................................. 17 4.3 Marketing Mix ................................................................................................................................................... 18 Product ................................................................................................................................................................... 18 Place ......................................................................................................................................................................... 19 Promotion.............................................................................................................................................................. 21 Price ......................................................................................................................................................................... 23 5. Operational Plan ........................................................................................................................................................... 24 5.1 Overview ............................................................................................................................................................. 24 5.2 Information Technology (IT) ...................................................................................................................... 24 Hardware ............................................................................................................................................................... 24 Software ................................................................................................................................................................. 25 5.3 Inventory management ................................................................................................................................. 26 5.4 Work flow management ............................................................................................................................... 26 5.5 Appointment Calendar & Queue................................................................................................................ 27 5.6 Marketing ............................................................................................................................................................ 27 5.7 Finance ................................................................................................................................................................. 27 5.8 Privacy and Security ....................................................................................................................................... 28 6. Organizational Plan ..................................................................................................................................................... 29 6.1 Form of Ownership ......................................................................................................................................... 29 6.2 Management Team .......................................................................................................................................... 29 2 Co-Founder and CEO ......................................................................................................................................... 30 Co-Founder and CMO ........................................................................................................................................ 31 COO ........................................................................................................................................................................... 31 VP of Finance ........................................................................................................................................................ 32 Board of Advisors ............................................................................................................................................... 32 7. Financial Plan ................................................................................................................................................................. 35 Capitalization ....................................................................................................................................................... 35 Key Financial Assumptions ...........................................................................................................................