Submitted by: Lindsay Gail W. Torralba-Garcia
Subject/ Section: Managerial Entrepreneurship/ MBAH-02
Business Plan outline 2nd draft for DermNation
Submitted on: June 4, 2016
I. BUSINESS CONCEPT
DermNation manufactures and distributes uniquely formulated skin care products derived from the collaboration of a dermatologist and cosmetic surgeon to address the most common skin concern of Filipinos. The concept was brought about by the desire of these physicians to provide affordable skin care products that are manufactured in the Philippines, using locally available raw materials to rival the quality of premium international products.
II. BUSINESS MODEL
The customer of DermNation will be consumers that are looking for affordable skin care products that are safe and effective without the need of a doctor's prescription. These consumers may range from the working customer relations or sales professionals to housewives, from teenagers suffering from acne, to their parents and grandparents who desire to have an anti-aging or a whitening skin care regimen.
The value proposition offered by DermNation to its consumers is to provide safe and effective skin care products uniquely formulated by a dermatologist and cosmetic surgeon at an affordable price, products that would rival international premium brand competitors. Geared towards nation building, an additional value indirectly provided by each consumer will be the empowerment and progress of the local community with every purchase of a DermNation product.
DermNation will primarily foster and strengthen it's relationship with its raw materials suppliers, manufacturer, retail partners, website/ e-commerce provider and company personnel (IT, marketing, finance, logistics, customer relations). The products will be provided through retail outlets (pharmacy, supermarkets), wellness centers (spa, parlor and dental clinics), and online/ website purchase. Investment in a strong marketing platform from an interactive social media to website to local sales personnel at each retail outlet dedicated to address concerns of consumers. Revenue will be from sales of the products with investment in raw-materials, manufacturing, marketing, online/ website (e-commerce) platform and company personnel.
Available for retail and online purchase would be the option of consumers to purchase the products individually or as a bundle. For example, a sunscreen will be recommended to be purchased along with a the whitening soap, this would potentiate the affectivity of the products, as well as providing the consumer with a more affordable discounted rate upon purchase. Every retail purchase shall incur the outlet a certain revenue as set by DermNation to be the suggested retail price per area.
Customer relationship will also be strengthened with loyalty programs such as: (1) Optimizing consumer information as available through client database (obtained through online enrollment on the DermNation website), birthday & holiday email greetings with corresponding gifts in the form of discount coupons, automated reminders for purchases that has lapsed for more than a month to inquire regarding refill or repurchase of products, filtering database for appropriate product recommendation such as ages 30 to 50 working professionals for anti-aging skincare regimen; (2) Option to enroll in automatic product refill with partnership with debit or credit cards; (3) Regular product survey to garner feedback and patient demand.
The e-commerce arm of DermNation will be (1) user friendly with an interactive and attractive interface, (2) display testimonials from real consumers, (3) offer "request for product samples", (4) 24/7 customer hotline. < paki business model canvass natin like that of Entrep Dr. Biboy. Thank you>
III. EXECUTIVE SUMMARY
IV. BUSINESS OBJECTIVES
MISSION:
DermNation provides affordable, proudly Philippine made skin care products by fostering the well-being and progress of local communities.
VISION:
To be a household name, trusted to provide effective and affordable skin care products in 5 years time.
OBJECTIVES:
(1) To achieve return of investment in 3 years.
(2) To make the products available through e-commerce within a year upon distribution.
(3) To pursue research and development for innovation of core products as well as development of new ones after 5 years of being in the market.
(4) To extend philanthropic efforts and provide educational aid for the children of parents who work at the local communities that provide the raw materials or manufacture the products.
KEY RESULT AREAS
PERFORMANCE INDICATORS
V. ORGANIZATIONAL TECHNICAL, FINANCIAL AND MIDDLE MANAGEMENT
VI. EXTERNAL ENVIRONMENT: MACRO AND MICRO MARKET
VII. PRODUCT CUSTOMER
VIII. SALES PROJECTION
IX. OPERATIONS
X. STRATEGY
XI. FINANCIAL PROJECTIONS
XII. COMPLIANCE WITH REGULATIONS
XIII. EXIT STRATEGY
Lindsay Gail Wilson Torralba-Garcia, M.D.
Cosmetic Surgeon
Wilson & Ayache Clinic
Lower ground floor, Legaspi Park View Bldg.
134 Legaspi St., Legaspi Village, Makati City 1229
Philippines
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