Exploring Strategic Business Planning for Bobsla's Future Growth
Bobsla, a futuristic snowmobile company, is strategically positioning itself in the market by targeting key objectives, such as market penetration, product positioning, and distribution strategies. With a focus on profitability and sustainability, Bobsla aims to capture a significant share of the global snowmobile market, particularly in the USA, Russia, Europe, and Canada. The company's value proposition tailored for ski resorts and hotels, along with its competitive advantage in price and special features, sets it apart from its competitors. Bobsla's production and sales strategy, with a production chain involving 20 subcontractors and minimal marketing investment, showcases its efficient operations. Overall, Bobsla is poised for growth and success in the snowmobile industry.
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Presentation Transcript
BOBSLA Riding into the future January 2022
The process Implementation Plan & Financial Projections Risks & risk Mitigation Key Issues & Analysis Recommendations Alternatives
KEY OBJECTIVES I Target Markets II To create a business strategic plan for profitability and sustainability Challenge Distribution III Product Positioning IIII marketing and sales strategies Key Objectives & Analysis
The significance of economic inequality Target Markets Product Positioning Geographical Markets The global market Distribution marketing and sales strategies Market growth between 2016-2021 With 1.4-1.8 billion revenue per year and steady growth there is significant potential in the snowmobile market USA Russia Europe Canada Share Market 85% market share is concentrated in the US, Russia and Canada, there are 15% optional for penetration in Europe 15% 2016 2017 2018 2019 2020 2021 85% sales Slow and solid increase USA + Canda + Russia Others Key Objectives & Analysis
What are the positioning options facing Bobsla Target Markets Product Positioning Ski resorts Hotels Distribution marketing and sales strategies B2B B2C Bobsla s value proposition tailored for ski resorts and hotels Fun + Green Compact Low weight Fun Guest tours Transport from place to Functionality Attractive price unique driving pleasure place Attraction high levels of safety 10-15K$ 11.9K$ In B2B sales there is a wider scale option, a wider pocket and an option for more uses Analysis
Competitors in the world Special Features: Weight, and Green Energy BOBSLA Mattro ROVO DC Zero Motorcycle s? Aurora e- sled Attractiveness price i-Cat Pro9 New competitor (2021) Operating in markets: USA, Scandinavia, Canada Bobsla has a competitive advantage in both price and special features Key Objectives & Analysis
Production and sales strategy marketing and sales strategies The production chain Buy parts from 20 subcontractors Marketing and sales Design Assemble The part of the production chain that requires focusing Location: Europe (Austria) Unit production costs: $ 7,000 and $ 5,000 in mass production No budgets are currently being invested in marketing Minimal production costs and lack of investment in marketing Key Objectives & Analysis
Sales and Distribution Position Business Model Target Markets Alternatives
Sales and Distribution B2B B2C What it means? Work directly to other businesses. What it means? Work directly to costumers. Alternatives
Sales and Distribution YES B2B B2C criteria NO Profit Alternatives
Sales and Distribution YES B2B B2C criteria NO Profit Effort into each sell Alternatives
Sales and Distribution YES B2B B2C criteria NO Profit Effort into each sell sustainability Alternatives
Position Fun Service Leisure What it means? Sports and competition. What it means? Help in accident intervention, ski lift maintenance, etc. What it means? Lift to restaurants, bars and chalets along. Why? You provide the best tool to enjoy snow and keep it safe. Why? Provide the best Why? Do a faster, easier and safer job on snow. Alternatives
Position YES Fun Service Leisure criteria NO Demand from the target audience Alternatives
Position YES Fun Service Leisure criteria NO Demand from the target audience Effort to adjust the tools Alternatives
Business Model Direct Sale Rent What? Sell the vehicles to the clients. What? Operate and rent vehicles on site to clients. Alternatives
Business Model YES Direct Sale Rent criteria NO Effort into each costumer sustainability Alternatives
Business Model YES Direct Sale Rent criteria NO Effort into each costumer Alternatives
Target Markets Canada & USA Russia Europe Why? Two of the largest markets right now. Why? One of the largest markets right now. Why? Your current business place. Alternatives
Target Markets YES Canada & USA Russia Europe criteria NO Demand Alternatives
Target Markets YES Canada & USA Russia Europe criteria NO Demand Competition Alternatives
Target Markets YES Canada & USA Russia Europe criteria NO Demand Competition sustainability Alternatives
Recommendation 1st+ 2ndyear 3rd 5thyear Sales and distribution B2B B2B + B2C Positioning Emphasis on functionality Leisure & functionality Business model Direct sale Direct sale Target markets Europe Europe + Canada Recommendation
Recommendation 1st+ 2ndyear Sales and distribution B2B Positioning Emphasis on functionality Business model Direct sale Target markets Europe Recommendation
Recommendation 3rd 5thyear Sales and distribution B2B + B2C Positioning Leisure & functionality Business model Direct sale Target markets Europe + Canada Recommendation
Recommendation Department expansion Sales & Marketing Customer relations R&D Recommendation
Recommendation Sales & Marketing Sale on distribution channels depending on the period. Collecting data to improve sales. Creating collaborations for events. Ongoing PR. Recommendation
Recommendation Customer relations Partner relationship with customers that includes collecting feedback to improve the customer experience. Servicing. Recommendation
Recommendation R&D Improving the product, including with the help of data collected from the customer experience and competitors in the market. Recommendation
Implementation 1styear 2ndyear 3rdyear+ Extension of of customer relations, sales and R&D teams Creating a marketing plan that emphasizes the functional aspect Starting an expansion into the Canadian market Contact ski slopes and high-end ski resorts Contact emergency services Recruitment of customer relations, sales and R&D teams Starting a marketing campaign for customers Search for investors in sustainability projects Collaboration to increase brand awareness Implementation Plan
Implementation Financial Projections Income Formula: product price * number of countries that already tried Bobsla * number of hotels and sky areas * average number purchase 11,900* 4 * 8 * 4 = 15,232,000 * (1+ industry growth rate )* (1+ company estimated year to year growth rate) = 15,232,000 * 1.035 * 1.06 = 1,671,102 Thousands of euros 2021 2022 Project Income- Short term 1,671.1 2,059,970.9 Financial Projections
Implementation Mr. Ignatyev s share 2020 Owenrs of Bobsla 20% The company would have more cash to invest in manufacturing 80% 100% Mr. Ignatyev Investor Financial Projections
Implementation Financial Projections Income Formula: * (1+ industry growth rate )* (1+ company estimated year to year growth rate) = 15,232,000 * 1.035 * 1.06 = 1,671,102* 1.035 * 1.06 = 2,059,970.9 Long Term: B2C product price * European market * market penetration * a * (1+ industry growth rate ) 12,500* 180 M * 0.0001 * 1.035 Thousands of 2023 0. 1% 2024 0. 5% 2025 2021 2022 euros 1% penetration penetration Project Income- long term 1,671.1 2,059,970.9 2,250,000 12,125,000 225,000,000 Financial Projections
Financial Analysis Investments Costs Formula: Manufacturing 7000* 150 (max capable amount) = Thousands of euros 2020 Manufacturing 1,050 Financial Projections
Implementation Financial Projections - Expenses Thousands $ 2021 2022 2023 2024 2025 Marketing- recrewing 2 team members 192 192 additional 2 additional 1 384 576 576 Sales & Customer relations- recrewing 1 team member 96 96 additional 3 additional 2 228 480 480 R&D - recrewing 2 team member 192 192 additional 2 384 384 996 384 1140 1140 subtotal 480 480 Financial Projections
Implementation Financial Projections - Expenses Formula: Manufacturing 150 * 7000 = 1,050,000 first two years Third year 1800 *5000 = 9M Fourth year 9000*5000 = 45M Fifth year 18000 * 5000= 90M Thousands $ 2021 2022 2023 2024 2025 996 1140 1140 subtotal 480 480 Manufacturing 1,050 1,050 9,000 45,000 90,000 total 1530 1530 9,996 46,140 91,140 Financial Projections
Implementation Financial Projections- NPV Thousands $ 2020 2021 2022 2023 2024 2025 Investments costs 1,050 Expenses 1530 1530 9,996 91,140 46,140 Income 1,671.1 2,059,970.9 2,250,000 12,125,000 225,000,000 Total 1,050 - 141 2,058,441 2,240,004 12,078,860 224,908,860 NPV 20,547M$ - Positive cash flow Financial Projections
Risk & Risk Mitigation Risk Mitigation Impact Legislation that will limit your business options. Monitor developments in the field and work together with competitors on repealing or changing the wording of the law. legislation Probability Risk & Risk Mitigation
Risk & Risk Mitigation Risk Mitigation Impact Legislation that will limit your business options. Monitor developments in the field and work together with competitors on repealing or changing the wording of the law. Competition Staying connected with end customers right now and establishing the brand as a leading option in the markets in which you operate. Market competition legislation Probability Risk & Risk Mitigation
Risk & Risk Mitigation Risk Mitigation Impact Legislation that will limit your business options. Monitor developments in the field and work together with competitors on repealing or changing the wording of the law. Competition Staying connected with end customers right now and establishing the brand as a leading option in the markets in which you operate. Market competition Demand legislation Work on long-term contracts that will enable more correct production planning. Increasing the production line gradually. Non-compliance with demand Probability Risk & Risk Mitigation
