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ABOUT PIGGYPARCEL ..................................................................................................................................................

2
VISION ...........................................................................................................................................................................2
Positioning statement .................................................................................................................................................2
UNIQUE SELLING PROPOSITION .........................................................................................................................2
Value PROPOSITION .................................................................................................................................................3
MANAGEMENT TEAM..............................................................................................................................................3
MARKET ANALYSIS SUMMARY .................................................................................................................................3
E-COMMERCE MARKET IN EUROPE ..................................................................................................................3
E-COMMERCE MARKET IN EUROPE AN OVERVIEW ...........................................................................3
E-COMMERCE MARKET IN EUROPE AN ANALYSIS ..............................................................................4
E-COMMERCE MARKET IN UNITED KINGDOM .............................................................................................5
TARGET MARKET ANALYSIS SUMMARY ................................................................................................................6
TARGET AUDIENCE ..................................................................................................................................................6
MARKET SIZE ESTIMATION....................................................................................................................................6
MARKET SIZING EUROPE ...............................................................................................................................6
MARKET SIZING UNITED KINGDOM ..........................................................................................................6
OPERATIONAL PLAN................................................................................................. Error! Bookmark not defined.
OPERATIONAL OBJECTIVES .............................................................................. Error! Bookmark not defined.
FOCUS AREAS ......................................................................................................... Error! Bookmark not defined.
PRICING STRATEGY .............................................................................................. Error! Bookmark not defined.
STRATEGIC ALLIANCES ....................................................................................... Error! Bookmark not defined.
SWOT ANALYSIS.............................................................................................................................................................7
FINANCIAL ANALYSIS SUMMARY ............................................................................................................................7
PROFIT AND LOSS STATEMENT ..........................................................................................................................7
Balance sheet................................................................................................................................................................7
Cash flow statement ...................................................................................................................................................7
Key performance indicators .................................................................................. Error! Bookmark not defined.
PiggyParcel is a company that trades products ranging from Fashion to Home Dcor on
Groupon with a Platinum Seller status which has allowed them to sell products on pre-
purchase contracts to Groupon. PiggyParcel has decided to launch nine products via pre-
purchase contracts which are carefully selected based on the needs of the customers

PiggyParcel (the Company) is a vibrant e-commerce company that


was established during the year 2012. The company is based out of
London, United Kingdom and has been trading with Groupon and
Limited Company other Daily Deals Platforms across Europe. Having traded for a long-
time and efficiently via Groupon, PiggyParcel has been awarded the
Platinum Seller status. The pre-purchase contract enables PiggyParcel
2012 to sell the products to Groupon regardless of the sales on their
platform.

E-Commerce PiggyParcel will initially sell nine products on a pre-purchase contract


with Groupon and will focus on increasing them every four months.
PiggyParcel offers a varied list of products including Board Games,
Camcorders, Cameras, Computers, Consoles, Consumables, Fashion
www.piggyparcel.com
Products, Gadgets, Homeware, Household Equipment and Appliances,
Outdoor Games, Baby Products, Toys and many more. PiggyParcel will
purchase products from suppliers and will provide the best priced, high
500,000
quality products to its customers. The company will strive to achieve
the highest level of Customer Satisfaction by leveraging supplier
relationships, experienced management team and untouchable contract terms when compared to other
suppliers. Foreseeing an opportunity to provide the products on pre-purchase contracts to Groupon,
PiggyParcel would like to penetrate into the market with a phased approach.

Provide quality products at affordable, but competitive price and reliable service by leveraging supplier
relationships and based on global standards through a convenient daily deals platform

For Daily Deals Platform across Europe, PiggyParcel offers a range of product categories at a highly
discounted price and higher volumes in a quick and efficient way based on the need of customers

Provide an unmatched contract terms in-terms of price, product quality, timely delivery, waiting period
and payment credit period
Unanticipated - One integrated platform for
navigating through to other websites

Desired - Variety of product categories,


Frequent Product Updates, Localized
Product, Ability to sell large volumes
Expected - Timely Delivery, Strong Supplier
Relationships, Competitive Pricing, Shorter
Waiting Period

Basic - Quality products, Relaible Service

The company is managed by a team of highly experienced and qualified individuals in the e-commerce
industry. The company will be owned by Mr. Giuseppe Spadaro and hold 100% shares of the company.
He also manages the entire company operations on a daily basis.

E-commerce has continued to grow across countries and sectors. While in some market segments the
growth in online sales has tended to slow down, the importance of touchpoints across diverse channels
during the purchase journey has reached an extremely high level (depending on the category more than
60% of shoppers enjoy multichannel purchasing activities). Retail formats that deliver on this complexity
will therefore be more successful in the future.

West - 208.1B (Growth of 13.3%)


Central - 106.5B (Growth of 12.9%) 715,000 +
South - 47.2B (Growth of 15.4%)
North - 38.4B (Growth of 16.1%)
East - 23.4B (Growth of 24.6%) 4 billion +

Source - http://nrw.nl/wp-content/uploads/2015/07/European-b2c-e-commerce-report-2015.pdf
Europe is mostly a mature e-commerce market, but it changes and evolves constantly. For merchants,
there is still plenty of opportunity for growth by expanding into new European markets. Especially the
Southern and Eastern European regions include several emerging countries. However, the unique
dynamics of the European marketplace do require careful consideration and planning.

237.4
609
540 200.6
477 169.1
423 142.4
370
314

2012 2013 2014 2015 2016 2017 2013 2014 2015 2016

Source - http://nrw.nl/wp-content/uploads/2015/07/European-b2c-e-commerce-report-2015.pdf,
http://www.digitalstrategyconsulting.com/intelligence/2015/01/global_ecommerce_trends_2015_uk_leads_the_way_i
n_europe_and_north_america.php

1,174
1,023
820 847
588 663
485 499
206
Poland Italy Spain Sweden Netherlands Europe France Germany United
Kingdom

Source -
http://www.digitalstrategyconsulting.com/intelligence/2015/01/global_ecommerce_trends_2015_uk_leads_the_way_i
n_europe_and_north_america.php

21.2
19.0
64 65 16.9 17.8
60 61 62
58 12.5
10.4 11.2 11.8
50
47 49 5.1

Source www.retailmenot.com
Household Goods 41%
Books & Magazines 33%
DVDs 26%
Electronic Equipment 26%
Games & Other Software 21%
Computer Hardware 18%
Medicines 12%
E-learning Material 6%

Source - http://www.transportheker.com/en/our-business/ecommerce-and-online-shopping-in-europe-webshop-
statistics/

38.1
80.3 86.9 34.0
73.7 29.8
60.4 67.0 24.9
52.7 20.1
14.6

2014 2015 2016 2017 2018 2019 2014 2015 2016 2017 2018 2019

Source - http://www.smartinsights.com/digital-marketing-strategy/online-retail-sales-growth/

Clothing / Footwear 53%


Books 38%
Home Electronics 37%
Films / DVDs 28%
CDs 28%
Cosmetics, Haircare and Skincare 27%
Home Furnishing / Furniture 24%
Toys 21%
Children Articles 18%
Car Accessories 15%
Sports and Leisure Articles 13%

Source - http://www.postnord.com/globalassets/global/english/document/publications/2015/en_e-
commerce_in_europe_20150902.pdf
PiggyParcel will sell various products to Groupon via a pre-purchase contracts.
PiggyParcel will initially start with a few products, but will expand the portfolio
of products every 4 months
PiggyParcel will sell products (Fashion to Home Dcor) that have an increased
need from the customers. The products will be carefully selected such that it
has greater demand and based on the current trend

163M 165M 211M 32M 247M 818M


Total Number of People in Europe

Total Number of People in Europe 145M 133M 123M 29M 134M 564M
using Internet

Total Number of People in Europe 110M 102M 58M 22M 39M 331M
using Internet and buying online

64.3M
Total Number of People in Europe

Total Number of People in Europe 48.7M


using Internet

Total Number of People in Europe 41.4M


using Internet and buying online
STRENGTHS WEAKNESS
Trade high quality products with Groupon The competitive landscape for PiggyParce is
Well experienced management team in the e- surrounded by large and small competitors
commerce industry capturing the market share
The company possess industry knowledge to There is limited amount of funds and the
act swiftly based on market needs company thus requires funding
Competitive pricing to capture the market share The need for human resource to enable swift
No need for high investment for starting the operation of the company. However, human
business resources are becoming increasingly expensive
The company will work on a lean start-up mode
to reduce the cost
Has a diversified product line to cater to the
needs of customer
Have strong relationship with suppliers
Have better currency conversions enabling a
better buying power
Ability to sell large volume of products
Ability to source products internationally and
offer to customers
Platinum supplier for Groupon with pre-
purchase contracts

OPPORTUNITIES THREATS
The B2C e-commerce market across Europe is Very low entry barrier which can attract
estimated to be 609 billion by 2017 additional competitors into the market
The total number of online shoppers across Very strong competition from international
Europe is estimated to 331 million sellers selliing the products
The retail B2C e-commerce market across Production slowdown from the supplier which
Europe is estimated to be 237.4 billion by will increase the lead time
2016 Currency fluctuation and conversion due to an
The retail B2C e-commerce market across unstable economy
United Kingdom is estimated to be 86.9 billion
by 2019
United Kingdom has a greater market share of
the B2C e-commerce market at 30%
Average spending per online buyer across
Europe is estimated to be 820 and that of
United Kingdom is estimated to be 1,174
Household products, Books & Magazines and
DVDs are the top three products purchased by
Europeans
Profit and Loss Statement
Year 1 Year 2 Year 3
All figures are in
Sales 2,970,096 4,948,601 7,626,031
- - -
Total income 2,970,096 4,948,601 7,626,031
Direct Expenses 1,934,368 3,174,099 4,841,022
Gross profit 1,035,728 1,774,502 2,785,009
Operational Expenses
Salary 60,000 63,000 66,150
Professional and Consulting Expenses 6,000 6,420 6,869
Office and Warehouse Rental 5,520 5,906 6,320
Audit and Legal Expenses 2,520 2,646 2,778
Travel Expenses 1,200 1,260 1,323
General and Administration Expenses 8,400 8,820 9,261
Utilities 600 630 662
Marketing, PR Expenses and Collaterals 10,200 7,650 12,240
Insurance 6,000 6,600 7,260
Subtotal (indirect expenses) 100,440 102,932 112,863

EBITDA 935,288 1,671,570 2,672,146


Depreciation & Amortization 101,137 100,950 100,805
EBIT 834,151 1,570,619 2,571,341
Interest 2,268 1,773 1,276
EBT 831,883 1,568,846 2,570,065
Corporate Tax 166,377 313,769 514,013
Net Profit 665,506 1,255,077 2,056,052

Tota Revenue vs. Net Profit (in millions)


8.00 3.00

6.00
2.00

4.00

1.00
2.00

- -
Year 1 Year 2 Year 3
Total Revenue 2.97 4.95 7.63
Net Profit / Loss 0.67 1.26 2.06
Balance Sheet
Year 1 Year 2 Year 3
Liabilities All figures are in
Share capital - - -
Debt 400,995 301,495 201,497
Reserves & Surplus 665,506 1,920,583 3,976,635
other current liabilities 193,697 297,008 452,168
Total Liabilities 1,260,199 2,519,086 4,630,301

Assets
Fixed assets 3,750 3,750 3,750
Depreciation 837 1,487 1,993
Net Fixed Assets 2,913 2,263 1,757
Intangible assets 401,200 300,900 200,600
Current Assets
Receivables and other current assets 299,372 461,049 704,455
Cash 556,713 1,754,875 3,723,489
Subtotal-Current assets 856,086 2,215,924 4,427,944
Total Assets 1,260,199 2,519,086 4,630,301

Cash Flow Statement


Year 1 Year 2 Year 3
Sources All figures are in
Equity - - -
Debt 500,000 - -
Net income after tax 665,506 1,255,077 2,056,052
Depreciation and Expenses Written-off 101,137 100,950 100,805
Payables 193,697 103,311 155,160
Total sources 1,460,341 1,459,338 2,312,018

Uses
Fixed assets 3,750 - -
Intangible assets 501,500 - -
Gross current assets 99,005 99,500 99,998
Total uses 299,372 161,676 243,407
Current surplus/deficit 903,627 261,176 343,404
Cumulative surplus 556,713 1,198,162 1,968,613

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