BUSINESSPLAN英文商业计划书.doc

Business plan
for
HappyM

By

Group 5 E1

Harrison Alex Owen Danny Messi Andrew Peter Baseney

TABLE OF CONTENTS

Executive Summary----------------------------------------------------------------------------3

Background--------------------------------------------------------------------------------------3

Market--------------------------------------------------------------------------------------------5

Sale and pricing---------------------------------------------------------------------------------8

Technological---------------------------------------------------------------------------------- 11

Staff----------------------------------------------------------------------------------------------16

Financial-----------------------------------------------------------------------------------------17

Summary-----------------------------------------------------------------------------------------21

1. Executive Summary

The total capital we need is about 400,000 yuan. Each of the 8 members invest 50,000yuan. The name of our website is HappyM.The business will be a Web mall that serves students and other people China.Based on the financial and competitive analysis presented in this plan, BulldogM will be successful.HappyM will become firmly established in within three years.

HappyM’s user-friendly environment, technical excellence, competitive ad rates, and its slogan, “HappyM – Cheap,fast and happy” will provide a distinctive competitive edge.

HappyM anticipates launching in 2012 with a target launch date of Jan 1, 2012. The site will be operational 24 hours a day, 7 days a week.

2. Background

electronic commerce background and significance
The last century since the 90's, along with the network, communication and information technology, a breakthrough in the world, Internet explosive growth and the rapid popularization. In this context, the electronic commerce emerge as the times require. Electronic commerce is based on the Internet, to the main parties to the transaction, bank electronic payment and settlement means, to the customer data based on new business model, it can make the merchant and the supplier closelyrelates, quickly meets the customer need, also allows businesses globally to select the best suppliers, in the world the market sales of products. Since 1998 the" e-commerce" since, the rapid development of electronic commerce in the world, approximately every nine months, its transaction volume will be doubled, global e-commerce transactions ( including online trade, such as hundreds of billions of dollars in sales ), business income increased 262%.

At present, many countries in the world have been optimistic about the electronic commerce the new continent, is generally believed that the development of electronic commerce will be the next 25 years, the world economic development an important force, in the promotion of economy will be far more than 200 years before the industrial revolution.

3. Market

3.1 Swot Analysis
Strengths:
1. low cost ,we don't need a true shop and we also have less staff
2. Good service,consumers' satisfaction is our aim
3. Our endeavor and confidence
Opportunities:
1. The development of shopping online is very fast
2. Students is such a big market
Weakness:
1. loan required
2. Lack Experience
3. Website Promotion
Threats:
1. Potential future competition
2. Higher costs in future

3.2Target Market:
1. Students from university who do not have a lot of money.(Main custom)
2. White collars who like shopping online.
3. Officials in government and company.
4. Teachers in university

3.3 Market Research

3.3.1. Objective of the Research:

As the number of Chinese netizens increases rapidly, shopping online has become a part of more and more people's daily life. In 2009, the ratio of online shopping transactions to total retail sales of social consumer goods increased to 1.6% and 1.9% respectively in 2009 from 1.3% in 2008. In addition to consumer’s increasingly preference to online shopping, financial crisis is also in favor of online shopping development. The purpose I did this research is to analysis the real reason why online shopping is gaining popularity in China.

3.3.2. Description of the Market:
Online shopping is the process consumers go through to purchase products or services over the Internet. An online shop, e-shop, e-store, internet shop, webshop, webstore, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or in a shopping mall.
Online shopping is a type of electronic commerce used for Customer-to -Customer(C2C) business-to-business (B2B) and business-to-consumer (B2C) transactions.
A growing number of Chinese netizens are accustomed to online shopping due to its apparent price and convenience. Currently, around one in four netizens in China select online shopping, while it is two in three netizens in countries with high Internet penetration such as European countries, the United States and South Korea. Therefore, the potential of China’s online shopping market has not been fully liberated yet.

3.3.3. Market Metrics:
In China, the three main China’s B2C market players are:

1）TaobaoMall –A B2C Marketplace operated by A, a local Internet company in which Yahoo bought 40% stake in Sept. 2005. A also boasts the world’s largest B2B marketplace.
2） 360buy –one of the biggest B2C web of China
3） Amazon –a new launched B2C marketplace operated by Amazon and Zhuoyue, which owns many famous mall all over the world.
For example, recently, CNNIC made a B2C Shopping Market Survey, which involves Random Sampling Telephone Survey and Online Survey.
The basic findings I acquired including:
1) 3.3 million people have shopped Online (both B2C and C2C) in the 3 cities surveyed. Penetration rate is 25.5% of total online population.
2) 2 million people in the 3 cities have shopped on a B2C marketplace. Nationally, B2C shoppers are estimated to exceed 10 million people.

Market share of china electronic B2C Web

Differences of B2C consumer's age (18-30 and above 30)

Tao bao Amazon 360buy
We can see that the young people is our main consumer, they are student ,White collars and offcials

3.4 Competitors analysis

1.Taobao :It is a Chinese online shopping website. It sells all kinds of products and it is the largest online shopping website in China .

2.Amazon: Amazon started in 2004 as a electronic products and book e-retailer, and has become one of the biggest internet brand in China. They are focused on bringing quality books,electronic products and other lifestyle goods at reasonable prices to our customers.

3.360buy: 360buy Jingdong Mall () is the biggest 3C online retailer of the B2C market in China; it is one of the most popular and powerful E-Business website in the China's E-Business field. (3C stands for Computer, Communication, and Consumer Electronic)
The 360buy Jingdong Mall's service philosophy is "People-oriented", and promises to provide kindly Omni-directional services for personal users and business users, Jingdong works hard on developing a friendly, happy and relaxed shopping environment for shoppers, and keeps adding more products, hopes to satisfy shoppers with different shopping demands. Compare to the other same kind of E-Business retailers, 360buy Jingdong Mall has a huge catalog of products, competitive prices, and consummate logistics and distribution systems and so on, Jingdong has built good reputation in the E-Business field and having large market share among the bests in china. 

3.5 Promotional strategy

We provides several measures of discount,these are basic promotions.
1. Every consumer will get a membership card, as if they have bought 200RMB goods. Then consumers can enjoy a 5% discount in the later consumption.
2. Sometimes, some combinations of goods also provide a huge discount.
3.We will organize some sales promotion during festivals

3.6 Website publishing promotion
1.Promote the site through search engines
2.Use our own website to promote our own website
3. Use of other sites to promote their website
4.Use our services and promotional activities to promote the site
5.Use of traditional media to promote the site

4. sale and pricing

4.1 Product instruction

Our main products are electronic products containing computer, tv, camera, mobilephone, watch and so on.In order to guarantee the quality of our products，many measures have been taken.
Product Categories:
1.Watch

Pocket Watches
Sports & LED watches
Hello Kitty Watches
Kids' Watches
Other Watches

2.Cell phone

Android Cell Phone
Quad Band Cell Phone
Dual Cards Phone
Qwerty Keyboard Phone
WiFi Cell Phone
TV Cell Phone
Watch Cell Phone
Cartoon Cell Phone

3.Tablet PC

Android Tablet PC
Windows Tablet PC
A

4.Other electronic products

MP3/MP4/MP5 Players and so on

4.2 Pricing strategy
The aim of company is that lower unit price, better sale volume. Thus the profit is set about10% to15%. (Posting fee is not included), When we hold sales promotion may be set low even lower than the cost.

4.3 Payment:
Online shoppers commonly use credit card to make payments, however some systems enable users to create accounts and pay by alternative means, such as:
· Debit card
· Various types of electronic money
· Cash on delivery (C.O.D., offered by very few online stores)
· Cheque
· Wire transfer/delivery on payment
· Postal money order
· Reverse SMS billing to mobile phones
· Gift cards
· Direct debit in some countries
4.4 Customer Service
1. Our Guarantee 1 year guarantee date

If there is quality problem with your product,please return it to us ,and we will offer you free repair service. Customer should cover the return shipping fee, and HappyM is responsible for the shipping costs of arranging reshipment by air mail.Sometimes we may give you a solution according to the goods'value either issue you a partial refund or send a replacement.

2. 45 days Money Back

We offer Money-Back-in-45-Day-Service for every buyer. If you don't get the goods/items within 45 days after you pay, you can open an dispute, we will issue full refund to you first without any excuses. However, we sincerely hope you can repay if you finally get the goods/items after 45 days.

5.Technological

5.1 technologies
Role management: HappyM implements a solution that separates the roles of customers groups, the managers groups and partners groups via the strict account management.
Products categorizing: HappyM programs the product classification neatly and regulate the different categories dynamically for the different customer.
Order management: on HappyM customer can take order easily and simply via a tool called ‘one to one ordering centre’.
Online payment: HappyM provides a convenient payment system via the partnership with numerous banks.
Web development: the professional technological supports ensure that HappyM can update content in time, protect the safety of customer information and so likes.

5.2 website design

Name : Happy mall
Subject: promote awareness of our web and provide serve of online shopping
Language: Chinese and English
Web style: Dominated by warm,gives viewers comfortable feeling.

homepage
Member registration

Product search
shopping cart
settlement
help

Overall Layout

Structure of website

The homepage of our website

One specific goods

Products search

6.Staff
6.1 position of staff
CEO:Danny
CFO :Harrison
Website designer :Alex
Procurement staff :Messi
Promoting :Andrew
Makeing :Peter
Assistant :Owen Baseney

7. Financial Information

1.Year of 2012

2.year of 2013

3.year of 2014

8.Summary

HappyM will be successful. This business plan has documented that the establishment of H is feasible. All of the critical factors such as industry trends, marketing analysis, business operations, competitive analysis, management expertise, and financial analysis support this conclusion.
HappyM – Cheap,fast and happy
Thank you!