Transcript entrepreneurshipfina..

The EntrePlayer™
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The EntrePlayer™
MISSION STATEMENT
In I.E.G,
WE aim to be an innovative company
producing interesting challenging games
with unlimited educational value and
customer service, creatively designed for
Singapore population.
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The EntrePlayer™
Selling Preposition
An Interesting board game which will
aid youth to better understand the
thinking process and difficulties
to Entrepreneurship based on
local context
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Uniqueness of
The EntrePlayer™
• Serves the needs of the Community in the area
and knowledge of Entrepreneurship
• Serves as a teaching aid for educators in the vast
education system.
• Allow players to understand and have a feel how
Entrepreneurs clear obstacles to find success
• Educate Youth & Educators on leading
Entrepreneurs in Singapore and how these
Entrepreneurs shape the local Business
Landscape.
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Target Market
• Youth (ages 13 and above)
• Primary Strategies:
– Secondary Schools
– Commercial Schools
• Secondary Strategies:
– Commercial Stores such as METRO, Toy ‘R’ Us,
etc.
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Business Model
• Business to Consumer (B2C) Model
• IEG will deal directly with Consumers
for the first 2 years of business as
we have limited resources
• 3rd year onwards, Business to
Business (B2B) Model. IEG
distributes to retailers and reach
target market via them
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Summary Findings
• Educational Institutes
– 158 Secondary Schools
– 147 Commercial Schools
– Total of 264,816 students as of 2004
• Primary Total Value of:
SGD 4,303,260
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Survey Findings
• Sample size of 240
– Ages 13 - 17
• Questions:
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Genres of Board Games preferred
Types of Board Games preferred
Selling Price per Board Game
Duration of Game Play
• Viability of Board Game: YES!
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Research Findings
• Ministry of Education
– Emphasis of Innovation & Enterprise
– Emphasis in finding new teaching
methods
• General increase awareness and
emphasis on Entrepreneurship
(e.g. Spring Singapore & MCYS)
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Competitors Analysis
• Mattel, Inc. (started in 1945)
– Worldwide Leader in Toys Industry
• HasBro, Inc.
– 2nd Worldwide Leader in Toys & Games
• Milton Bradley
• Parker Brothers (started in 1883)
• Both started their own Charity Foundation
aimed at helping needy children
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Mattel Incorporation
• Started in 1945 in United States
• Producers of
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Barbie Dolls
Hot Wheels & Match Box cars
Board Game: Otello (Reversi)
Card Game: UNO
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HasBro Incorporation
• Started in 1923 in United States
• Parker Brothers & Milton Bradley are
subsidiaries of HasBro, Inc.
• Producers of:
– Monopoly (during the Great Depression)
– Scrabble
– Game of Life
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Their Strength
• Mattel, Inc dominates largely of the Toys
Industry, little emphasis on Games
Industry
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Enjoys Economic of Scales
Large Earnings Yearly
Ability to buy over competitors’ companies
Products are world known (Barbie Dolls)
Recognised as Socially Responsible for
having their own Mattel Foundation.
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Their Strength
• HasBro, Inc. dominates largely of the
Board Game Industry instead of Toys
Industry
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Enjoys Economic of Scales
Large Earnings Yearly
Ability to buy over competitors’ companies
Products are world known (Monopoly & Scrabble)
Recognised as Socially Responsible for having
their own HasBro Foundation.
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Their Weaknesses
• Both Mattel & Hasbro are exposed to
fluctuating economic and political
conditions to different markets.
• Due to the huge span of control, they
are unable to focus on the specific
interest of each market segment.
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Potential Partner
Settlers’ Café
• Local Café which offers a wide array
of board games for play.
• Board Games offered cannot be
bought locally.
• Do not sell board games, only rental.
• Invented their own board game.
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Marketing Mix
Marketing Primary Objective
• To create awareness within Target Market
& Potential Markets
Marketing Secondary Objectives
• To be known as an Innovative Educational
Games Producer
• To be known as a Youth Career
Development Company
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Marketing Mix (Product)
Core Product
• Educational board game in the field of
Entrepreneurship
• Social thinking mindset
Actual Product
• Features that allow interaction among players,
game-play require players to practice critical
thinking
• Compact, easy-to-store and attractive packaging
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Marketing Mix (Product)
Augmented Product
• Delivery of products to the school
• Year warranty for any manufacturing defects,
severe wear and tear of any board game parts,
not applicable to loss of any board game parts
• Short workshop to tutor students on how the
game is played at no extra charge, limited to 20
students per board game purchased
• Bi-monthly E-newsletters*
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Marketing Mix (Price)
• Cost-Plus
– Ensure profit will be earned
• Market-Skimming
– New product in new market
SGD 64.90 per set
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Marketing Mix (Place)
Year 1 – 2:
• Direct Distribution
Year 3 onwards:
• Megastores
– E.g. Popular, METRO, Toy ‘R’ Us
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Marketing Mix (Promotion)
Total of 8 Phases
Year 1 – 2:
• 6 Phases
Year 3 onwards:
• Phase 7 & recurring Phase 8
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Marketing Mix (Promotion)
Phase 1:
Offering of trial sets to Schools
Target:
• Target Market schools whose Mission
& Vision coincide with Innovation &
Enterprise
• Offering Schools PR Coverage
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Marketing Mix (Promotion)
Phase 2: Conducting Seminars
Target: ALL target market schools
• Acts as “soft-launch” of EntrePlayer
• To encourage purchasing intentions
• Increase awareness via Testimonies
from Phase 1
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Marketing Mix (Promotion)
Phase 3: Conducting Assembly in School
• Schools are lack of spokesperson for
weekly assembly talks
• Provide spokesperson
• Promote EntrePlayer
• Promote upcoming Competitions
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Marketing Mix (Promotion)
Phase 4: Advertising
• Posters (Sizes of A2 & A3)
– To be distributed and pasted in ALL secondary &
commercial schools
• ZO Cards (Postcards)
– To be placed in locations where target market hang out
• Online Websites
– Website will be set up as a form of advertisement and
providing information
• E-Mails
– E-Mails will be sent out to ALL secondary & commercial
schools in Singapore
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Marketing Mix (Promotion)
Phase 5: Conducting Workshops
• To aid schools & their “EntrePlayers” in
coping with the upcoming competition
• Educating them on introductory knowledge
of entrepreneurship
• How the knowledge learnt is of linkage to
the game
• Each Team will be charge at SGD10.00
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Marketing Mix (Promotion)
Phase 6: The “EntreBusiness” Day
A Competition Day jointly organised
with partners and sponsors such as:
• Ngee Ann City
• Spring Singapore
• Ministry of Education
• Etc.
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“EntreBusiness” Day
• Two major categories:
– Board Game Competition
– “EntreBusiness” Competition.
– Prizes will be awarded to individual events and overall team
event.
• All or part of the proceeds from the
“EntreBusiness” will be donated to
charities.
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“EntreBusiness” Day
Competition Requirements:
• Only 200 Teams will be allowed to
compete (first come first serve)
• Each Team is charged SGD30.00 for
registration fees
• There is no limit to the number of
teams an education institute would
like to send
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Marketing Mix (Promotion)
Phase 7:
Targeting Departmental Stores
Board games will be sold at SGD40.00 per set to each selling
outlet on assumption that they sell 180 set annual
Selling Price to Public: SGD69.90
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METRO (5 stores)
Toy ‘R’ Us (6 stores)
Popular Book Store (25 stores)
Settlers’ Café (3 stores)
Takashimaya Departmental Store
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Marketing Mix (Promotion)
Phase 8:
Repetition of
• Phase 4 (advertising)
– 3 months prior to event
• Phase 6 (“EntreBusiness” Day)
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Financial Highlights
Capital Model
• Capital Requirements
– SGD 90,250
• Sources of Funding
– Angel Investors (SGD 40,000)
– 6 Shareholders (SGD40,000)
– Bank Loan (SGD 20,000 at 9.5% interest rate)
• Payback
– Estimated at the 8th Year
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Financial Highlights
Revenue Model
• Sales of “EntrePlayer”
– Direct Sales to School
– Departmental Stores (Year 3)
• Cost Fee for Workshops
• Registration Fees for Competition
• Sales of other Board Games
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Financial Highlights
Item/
Year
2007
2008
2009
2010
2011
2016
Projected
Sales
39,650
610sets
48,750
750sets
139,000
3350sets
252,000
6300sets
297,500
7000sets
1,190,000
28000sets
Gross
Profit
33,550
53,250
118,000
201,000
239,500
992,000
Projected
Net Profit
After Tax
(28,993.80)
18,876.20
17,740.96
18,940.96
260,822.88
(additional
revenue)
(9,573.80)
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Operation Plan
• 6 man operation business
– 5½ day work basis.
– Total 39 hours weekly (1 hour lunchtime)
– SGD600 monthly per employee +
commission
• located near Toa Payoh Central
– monthly rental cost of SGD1, 000
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Conclusion
The “EntrePlayer” is not just a board game,
it is an educational board game which
elevates learning into a new form.
Players’ gains:
• Introductory Knowledge to
Entrepreneurship
• The thinking mindset
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Website
Please visit our website at:
http://web.mac.com/iegames/iWeb/Site/Home.html
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The End
Question & Answer
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Presented By IEG Team:
• Hanson Xie
• Tan Qiu Yu
• Tan Kai Zhuan
• Tan Yuan Zhi
• Benson Oh
• Benny Tan
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