Business Plan November 2015

Transcription

Business Plan
November 2015
Contents:
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Executive Summary
Our Mission
Vision and Values
Team
Company & Staff Structure
Target Markets
Market Strategy
B2B Personal Account Management
Social Media
Press and Public Relations
Trikl
Website
Tradeshows and Stands
Agents
Branding
Competitor Analysis
Competitors
SWOT
Unique Selling Point
Operations & Logistics
Production
Deliveries
Payments
Suppliers
Premises
Equipment
Despatch
IP / Patent / Registration of Designs
Insurance
Handling of Complaints
Costs & Pricing
Sales Forecast
Charitable Causes
Example Case Study
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InCommercialConfidencecopyrightAppliedMicrocurrentTechnologyLtd2015
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1)
Executive Summary:
Our Company:
Applied Microcurrent Technology (Equine) Ltd trading as ‘ArcEquine’ is an E-commerce business based
in Hawkhurst, Kent which has been successfully trading since 2012 and was created as a result of ten
years of in-depth research into Microcurrent Technology carried out by the founder and Managing
Director Ian Thirkell. This research culminated in a product that was developed to significantly
improve the quality of life for horses and give peace of mind to owners and riders – The ArcEquine.
Our Product:
ArcEquine is an innovative, non-invasive, holistic alternative therapy that has been used successfully
to treat regenerative repair to tendons, ligaments, fractures and wounds; it has also been successful
in treating swelling, bruising, inflammation and pain. ArcEquine promotes general well being and
utilises Microcurrent Technology to keep horses in peak performance, thereby ensuring a happier
horse and owner.
ArcEquine is a portable, easy to use, wearable device which uses a small delivery unit that attaches to
a comfortable leg strap, specifically designed for use on a horse’s leg. It is adjustable by way of straps
with Velcro and uses press-stud carbon rubber pads and conductive gel. ArcEquine acts as a catalyst
helping a horse to recover from injury, aches and pains, faster than the normal time and without the
use of drugs.
The Technology:
Microcurrent technology uses minute, sub sensory sequences of electrical current to provide a drug
free, non-invasive and safe treatment. If there is injury or damage to the body, the electrical current
in this location can be diminished and normal processes fail to work properly. If an external electrical
source at the same level as that naturally occurring, is introduced, it restores the body’s natural repair
mechanism to working as it should and in an accelerated way.
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5 Common Horse Injuries:
1) Suspensory Ligament Injuries: The suspensory ligament runs down the back of the cannon bone
from just below the knee (or hock). Its job is to support the ankle joint as it sinks under weight and
returns to normal when the weight comes off.
2) DDFT Damage: The deep digital flexor tendon runs down the back of the leg and behind the heel
to attach to the bottom of the coffin bone. Its main job is to flex the leg, but it also plays a support
role at the heel, where the tendon fibres fan out to pass over the navicular bone.
3) Bone Bruise: Sport horses can bruise bones in the foot and ankle joints, the coffin bone, the ends
of the short and long pastern bones and the lower end of the cannon bone. The foot and ankle come
under tremendous force and that force is focused on the small areas where these bones meet.
4) Inflamed Joints: Acute synovitis is inflammation that appears suddenly in a joint, often the ankle,
coffin or hock. These joints are enclosed in a capsule of soft tissue; the capsule lining (synovial
membrane) produces a thick fluid that lubricates the joint. Stress on the joint can trigger
inflammation in the lining and the capsule, causing fluid to turn watery and build up. Over time,
repeated joint stress can set off a destructive chain of events that lead to osteoarthritis.
5) Sore Muscles: Work strengthens muscles, but overwork leads to strain and pain. The large muscles
of the back and hindquarters make up a sport horse's drive train, and they can be strained if asked to
work too hard for too long. Most muscle strains are mild and the amount of damage is small, but this
is a common injury, and it can be enough to keep your horse from performing his best.
*Equestrian Statistics
- According to the British Equestrian Trade Association (BETA):
BETA have revealed in their National Equestrian Survey 2015 an estimated 944,000 privately
owned horses and 446,000 horse owner households in Britain. There are 19 million equestrian
consumers with a range of associated interests.
In 2015, the economic value of the equestrian sector stands at £4.3 billion of consumer spending
across a wide range of goods and services. This has increase from £3.8 billion in 2011. An estimated
£3,600 is spent on each horse compared to £2,650 in 2011.
Direct expenditure includes the amount of money spent on the general upkeep and care of horses,
including accommodation, feed, healthcare, equipment and insurance. Totalling £2.6 billion, this
showed that it costs as much to buy a horse as it does to keep it for a year. The biggest growth in
expenditure fell into healthcare, farriery, grooming products, insurance, competition fees and training.
Equestrian Sport:
- Eventing, Dressage and Show jumping;
Equestrian Team GBR competes across a number of disciplines and has enjoyed great success on the
international stage, winning many medals over the years. From 2000 to 2014 Team GBR has won:
•
•
•
•
147 medals across dressage, eventing and show jumping at youth level
132 medals in Para-equestrian dressage
49 senior medals in the Olympic sports
24 senior medals in the Non-Olympic FEI sports
Francis Whittington – an International rider and part of the selected GBR Eventing Team of 2015
who has been using the ArcEquine for years and is a great ambassador of the product. “ArcEquine
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enables our horses to be as fit and well the day after an event as they were the day
before!”
In excess of 1.2 million people attend the top ten shows hosting show jumping each year.
- Horse racing;
ArcEquine is currently working with two of the top turf championship flat trainers and three of the top
championship jump trainers.
There are over 15,000 horses in training and over 18,000 registered individual owners, with thousands
more involved in partnerships and ownership clubs.
The economic impact of racing is at least £3.7 billion a year. This includes around £1 billion of
expenditure by the core racing industry (trainers, breeders, and related costs).
Everyone in our company is passionate about the care and quality of life in all animals. We intend to
carry on building this company into a global concern.
IP / Patent:
The patent has been filed and all trademarks and IP designs have been registered.
Competitors:
UK - there is only one competitor with a portable device similar to ArcEquine in the UK. This is
MicroVet and although cheaper in price, it does have trailing wires, non-rechargeable batteries, sticky
electrode pads that require regular replacement and expensive accessories. In addition to this, the
horse has to have their hair shaved where the pads are placed which many ‘showing’ horses could
not have done, as they would lose points.
USA – there are two units in the USA, that can be shipped to the UK – these are both significantly
more expensive. One of them is only semi-portable, and the other is sold on the advice of a qualified
professional.
Turnover:
Since starting product Research and Development in 2003 the founders have self-funded the business.
Trading as ‘ArcEquine’ our third year turnover (2014) reached £271K, double that from the previous
year with no direct marketing budget. 2015 turnover is already on target to surpass the 2014 figures.
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Funding Opportunity:
We are seeking investment of up to £187,500 for 7.5% equity from private investment, in order to
create market awareness in Europe, USA, Middle East and Australia. In addition, funding will also
enable us to secure international PCT IP Protection.
ArcEquine has been awarded 2015 Finalist as British Invention of the Year at the National NEC Gadget
Show.
Several years of field-testing the product have produced hundreds of success stories for horses, riders,
and equestrian people of all ages and abilities.
https://www.facebook.com/arcequine/reviews
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2)
Our Mission
To reduce pain and suffering and support a healthy quality of life for all animals by
exploring the boundaries of Microcurrent Technology, and making it available to
everyone.
3)
Vision and Values
The Arc-Family Team are all animal lovers, and are dedicated to creating a product to relieve pain and
speed up recovery, after injury or operation, so that no animal need suffer.
We deliver a first class service to our customers, in what can be an extremely stressful time for both
horse and owner. Our experience and knowledge gained over the year’s means we are able to listen,
fully understand and are compassionate to our customers.
We look forward to the ArcEquine being available worldwide and at a price, which is affordable to all.
Healthy Horses = Happy Owners
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4)
The Team:
Ian Thirkell - Founder & Managing Director
Ian retired from the Police Service as Inspector in 1998, and was first introduced to microcurrent (the
technology) in 2002. He has spent all his time since then researching and expanding his knowledge of
the boundaries of its clinical applications in all animals.
Ian’s belief in this technology led him to invent and manufacture various microcurrent units, with the
first ArcEquine unit being launched in 2012. Ian has worked with many top equestrians and their
horses during this time and has built up an impressive portfolio of successful case studies. He has also
worked with many top sports physiotherapists, trainers and elite sports people building up evidential
proof on the successful use of Microcurrent Technology on humans.
Lucy Thirkell BSc(Hons), MSc - Executive Director
Lucy has a BSc (1st) in Diagnostic Radiography 2002 at Canterbury Christ Church University and went
onto a MSc (Distinction) in Radiography (MRI) at City University, London. 2008.
She previously worked at Wellcome Research Laboratories, Beckenham in both veterinary and medical
research for 6 years.
Within radiography, Lucy has worked in a number of hospitals: A pilot trial was carried out at The
Conquest Hospital, Hastings, using Microcurrent Technology on diabetic foot ulcers in 2003. Lucy then
took up a research position at the Institute of Neurology, Queens Square, London, and went on to the
University of Sussex, and helped set up a new Clinical Imaging Sciences Centre. In January 2012 – she
joined ArcEquine as Operations Manager with the aim of getting Microcurrent Technology into the
equestrian world. In December 2014 Lucy became a Director with a view to developing the Research
and Development arm of the company, and introducing clinical trials within both the animal and
human market.
Debbie Goodsell – Business Development Manager
Debbie has been involved in Business Development and Marketing for many years, working with
companies to improve their market position and achieve financial growth. She has experience within
a variety of different sectors, defining long-term organisational strategic goals, identifying business
opportunities, negotiating and closing business deals and maintaining extensive knowledge of current
market conditions.
She has worked at a senior level for many years, travelling worldwide, networking and building key
customer relationships, ensuring that all stakeholders remain satisfied and positive with a view to
delivering financial growth. Her success is due to her ability to think outside the box, identifying
potential new clients and the decision makers within an organisation.
Jack Thirkell MSc AMRSB – Researcher
Jack is in the latter stages of completing an MSc in Global Wildlife Health and Conservation, at the
University of Bristol. He is currently working on several research publications, including the links
between reproductive success, stress and the immune system. He has received awards for his work
and in recognition of volunteering achievements. Jack is well placed to help the progression and
expansion of the company. In addition to this, his expertise in social media will be invaluable.
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Clive Bonny CMC FRSA MBCS (Advisor - Director of Strategic Management
Partners)
MANAGEMENT EXPERIENCE: Clive has developed new commercial enterprises in IT,
telecommunications, plastics, shipping and financial services; designed and led business development
projects for 10 FTSE listed organisations across EU, Africa, USA, Middle East and Asia; Innovation
advisor for UK Department of Trade, Intellectual Property Office, BIS Business Innovation and Skills
Department. Designed and led government funded Growth Accelerator and Voucher programmes for
entrepreneurs. Assessor for Business Excellence Awards, Chartered Institute of Marketing, and the
Organisation for Responsible Businesses. Clive was recognised as a Top 50 UK Business Advisor in
2014 by Enterprise Nation and UK’s professional bodies. He is an active fundraiser for Sussex Heart
Foundation and a trustee for Beacon Hub Brighton a community interest company for environmental
education and conservation.
HEALTH SECTOR PROJECTS: Clive designed and delivered NHS hospital IIP diagnostic audits and skills
programmes for knowledge management; auditing employer policies and procedures for health and
safety. Clive has been actively involved in the initial set up consultations of regional Clinical
Commissioning Groups and now sits on the NHS Clinical Commissioning Group Patient Panel to review
Innovation Products and Projects, which make a significant impact, improving patient care clinical
outcomes.
Anya Pagden – Senior Adm inistrator
Anya has many years of experience in office administration, her experience and knowledge ensures
the smooth running of the office. Her ability to work under pressure and her superb organisational
skills allow all staff to be efficient and able to deliver the very best customer service.
Anya is the first point of contact at our HQ and is extremely efficient in processing and answering all
client questions and is dedicated to providing an effective, responsive and highly personal service.
Anya handles many aspects of the day-to-day administration and reinforces our ethos of dedicated
Customer Service excellence. When not working Anya enjoys spending time with her friends and
family, caring for her many animals, playing stoolball and netball or relaxing with a glass of wine.
Judy Buchanan – Adm inistrative Assistant
Judy has a wealth of experience in office and administrative skills, she is highly professional and
customer focussed with an eye for detail. Enthusiastic and good humoured with the added bonus of
speaking both French and Italian.
Sally Wells – Adm inistrative Assistant
Sally’s previous experience includes working as a Independent Family Supporter, Marketing Assistant
where she set up databases, explored social media opportunities and producing advertising material.
She also has significant experience in general administration and event organisation.
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A)
Company Structure
Applied Microcurrent Technology (Equine) Limited
Trading as ArcEquine
MrIDThirkell
MrsLZThirkell
50%Shareholding
50%Shareholding
Staff Structure
MrIDThirkell
MrsLZThirkell
ManagingDirector
ExecutiveDirector
MrsDGoodsell
MrJThirkell
BusinessDevelopment&
Researcher
QualityManager
MrsSWells
MrsJBuchanan
MrsAPagden
AdministrativeAssistant
AdministrativeAssistant
SeniorAdministrator
Future Group Structure
AppliedMicrocurrentTechnologyLimited
AppliedMicrocurrent
Technology(Equine)Limited
AppliedMicrocurrent
Technology(Pets)Limited
AppliedMicrocurrent
Technology(Sports)Limited
AppliedMicrocurrent
Technology(Medical)Limited
6718393
09564002
09564272
7604281
TradingasArcEquine
(TotradeasArcPet)
(TotradeasArcSport)
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5)
Target Markets:
Individuals: Horse owners, Trainers, Riders of all levels, VETS, Equine Physiotherapists and Alternative
Therapists.
Business: High end equestrian outlets, horse care services who wish to diversify, horse product
retailers who need to improve margins, Vets who want to reduce treatment costs and widen their
customer base, Insurance companies who need to reduce customer claim costs, horse charities who
are passionate about improving welfare, and training/livery yards.
Clients of ArcEquine will be typically 25 years old and above, who have a passion for their horse(s)
and are in employment. Clients will be in the knowledge of high vets bills and are averse to using
drugs for their horses due to expense, side effects and competition implications.
ArcEquine will supply B2C, ie: horse owners, globally online and create active endorsers from targeted
direct B2B marketing, ie: horse feed suppliers, insurers, charities and vets. Direct marketing B2B will
include known and provable cost-benefits, referral incentive schemes, e-marketing, tele-marketing
and exhibition support.
Existing direct testimony of users from the equine market will be applied. This includes the benefits of
the device being:
•
Safe and easy to use
•
Durable and low-cost
•
An alternative to drugs and costly prescription drugs.
•
Marketing messages will focus on third party user case studies and
testimonies from VETS and Clinical specialists on injury prevention and repair
of ligaments, muscle, skin, bone and promoting well being.
•
Competition horses will benefit from the unit if used alongside their normal
health and exercise plan, keeping the horse healthy and in good working
order.
ArcEquine also offers two Payment Plans:
1) Rental - a low cost initial plan for a minimum of 6 weeks to encourage fast take up with an
option to purchase at the end. NFU Insurance and KBIS British Equine Insurance already work
with horse owners and will cover the rental cost of an ArcEquine Unit when recommended
by a Vet as an alternative health device.
2) Staged Payments over either 4 or 12 months.
Additional insurance companies will be coming on board in the future. If the ArcEquine is used
monthly as a maintenance plan, it could significantly reduce the chance of ill health and this could be
used in partnership with the insurance companies provided the customer has their vet’s approval. In
turn, horse owners will trust the device and become customers through informal referral.
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*According to vet, Tim Couzens, principal of the Holistic Veterinary Medicine Centre in Sussex, at least
50% of his equine cases are insurance referrals.
Existing reputable websites selling horse products will give a good description of the technology and
show the positive effects. Retailers will be supported by POS video cards to accurately inform the
customers of product benefits. The same POS video cards will also create a home referral network of
new buyers via viral marketing.
The ArcEquine is part of the Arc-family products produced by Applied Microcurrent Technology
(Equine) Limited, they have already had proven sales success across the international Equestrian
industry. There are many case studies showing the benefits and results of the technology. ArcEquine
has been successfully used by Olympic level horses to retired rescues. Testimonials from owners,
trainers and riders has been high volume and consistently positive. Arc-Family technology is already
backed by Vets and the Microcurrent Technology itself has been scientifically proven, with many
scientific papers available online and attached.
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6)
Marketing Strategy:
A) B2B personal account management
The Arc-Family has been successful in selling ArcEquine through word of mouth; this has been through
positive results from the unit and exceptional customer service, along with highly personal support
from the founders and support staff. Customer feedback has been consistently excellent for after
sales service. Product returns have been less than 2%. The company already has a fast accurate
software based CMS database that is used to supply on going support, newsletters and affiliated
products. 80% of the B2B market is easily accessed (top 5 UK equestrian suppliers, top 10 insurers,
top 50 vets, top 100 equestrian retailers) and will be personally managed by experienced commercial
account handlers already on board.
B2C Strong Customer Loyalty
Since 2009 ArcEquine has built a very strong and loyal customer database, this is due to the great
customer service culture that has been embedded within all employees at ArcEquine. The product is
of a very high quality delivering fantastic results to horses and it is the combination of all these
factors, which has created friend referrals and positive word of mouth. As ArcEquine continues to
grow, so does its loyal customer database.
B) Social media:
ArcEquine Facebook has 3440 likes, this is growing weekly with friends on the site sharing their
stories and success.
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TWITTER is well established with regular posts and monitoring. LinkedIn will show a company page for
the Arc-Family of products with links to special interest groups, vets, retailers, insurers and other
professionals.
C) Press and Public Relations:
There are many magazines targeting the equestrian industry and alternative therapies. ArcEquine
regularly send out press releases and product updates to the top equestrian magazines including
Horse and Rider, Horse Magazine, Equestrian, Horse and Hound, Your Horse, Horse, Show Stoppers,
Racing, and Western Horse; also to alternative therapy magazines including Natural Horse, Equine
Wellness, Equine Health and Everything Horse. We will be increasing our PR to a wider audience and
looking at expanding outside of the UK.
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D) Trikl:
ArcEquine has already invested in online links with a referral scheme, which automatically rewards
referrers through the entire supply chain. This sales channel enables customers to share with their
friends and earn commission, effectively making ‘sales offers’ viral on social media. ArcEquine strive
to be early adopters of new, effective, low cost sale channels, looking for new ways to increase sales
and the company profile virally worldwide.
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E) Website:
Current live websites, www.arc-family.com, www.arcequine.comand www.arc-pet.com
An umbrella website, www.arc-family.com has been created as a landing page for all the Arc
products, so that clients can not only see the range offered but also be able to find distributors, agents
and be able to buy the products direct.
www.arc-family.com
www.arcequine.com
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www.arcpet.com
ArcPet is currently in development, however the website is live with case studies available from
customers who have used the Arc technology on their pets. There is also an opportunity to pre-order
an ArcPet with a discount of £100.
F) Tradeshows and Stands:
ArcEquine is already active at trade shows and equestrian events, 2016 will focus on 5 main
equestrian events within the UK, with a strategic marketing and PR plan to gain full exposure. ArcFamily will also have available, in early 2016, a pet version of the ArcEquine (ArcPet) and a human
version (ArcSport). These will also feature in high profile Pet shows and Sports events. Each event
attended will focus on the target product but will also highlight the other products maximising
exposure. It is planned that the Arc-Family of products will attend the major shows in the UK initially,
and then within Europe / Worldwide.
Arc was shortlisted as a Finalist for the 2015 British Inventors Project 2015 (BIP) and showcased at the
Gadget Show in April 2015. The focus was on the ArcEvo unit (now rebranded ArcSport), specifically
for human use, with bluetooth remote communication – there is already considerable interest being
shown by physiotherapists, doctors, coaches and trainers. This extension to the product range is now
being actively developed and will initially focus on a unit directly for sportsmen and women. ArcSport
patent and IP designs have been lodged.
G) Agents:
AcrEquine currently has 163 Agents working across the UK and a further 25 overseas. The agents
offer regional demonstrations, sales and support. They earn commission on complete ArcEquine Kits
sold.
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H) Branding:
The Arc-Family has a strong and successful branding which is becoming recognisable and well
respected. Arc has chosen the colours for each Arc product range, using the same logo so it is
recognised as a consistent quality brand in the market. The aim has always been to produce very high
quality products and packaging to produce a great impact when customers first receive their order,
and we believe the branding reflects this. User guides are clearly written and all stationery sent out is
clear and professional in appearance.
Pictured below Ian and Lucy Thirkell, Finalist Award Winners for British Invention of the Year.
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7)
Competitor Analysis:
A) Other companies selling Microcurrent Technology devices for Equestrian use.
Other units using Microcurrent Technology in the UK include:
i)
MicroVet
Sold specifically for horses. The delivery device is sold at £99 with customers having to
purchase separately the accessories required at a further cost of approximately £200. The
device has quite long trailing wires and uses sticky electrode pads, which need frequent
replacement. The accessories are not robust and need changing frequently. Although the
cost of the MicroVet is cheaper, the ArcEquine does not require accessories to be changed
frequently and only the gel needs to be replaced when used up. The carbon rubber pads just
need to be wiped clean after use and will last at least a year if looked after. In summary, the
MicroVet’s major faults include trailing wires, non-rechargeable batteries and expensive
accessories.
Ceased trading in 2015.
Units sold in the USA and shipped to the UK:
ii)
Best-Vet Pro Device (Avazzia) – only sold on the advice of a doctor. Cost: $1,376.36.
Electrode pads need replacing regularly.
iii)
Electro-Acuscope/Myopulse – can be used with horses although marketed for human
use. This is a large, semi portable device made in the USA. Cost: $15,000 to $20,000 for a
full system.
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B) SWOT Analysis:
Strengths:
W eakness:
Portable Unit
Sceptics of the technology
Easy to use
Pocket sized
•
Provide scientific papers
Few Staff
Specifically designed for horses
•
Employ more staff
Proven Technology
High Quality
Fantastic Customer Service
Lack of Funding
•
•
Individual Investors
Crowd funding investment
Manufactured in the UK
Based in the UK
Website created with E-commerce
Agents in Place
Logistics in place
Product protection
•
Insufficient Stock levels
•
Marketing Channels
Social Media
Professional Networks
Check which countries our copy right and
patents are protected
Check lead times on materials &
manufacturing
Website traffic
•
Ensure that high volume of traffic can be
handled
Other Arc products being developed
No clinical trials
Equestrian industry growing annually
Technology already being used in other countries
•
Currently exploring clinical trials with
various yards in the UK
Holistic
Natural
No Prescription
Continual development
Kula Hub – CRM Software
7,000 Arc-Family mailing list
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Opportunities:
Threats:
New additional Arc Products
Copying product
Worldwide sales
Celebrity endorsements
•
Check Patent and Copy rights
Expanding quickly
Charitable connections
•
Strategies in place
Company expansion
Increase company Profile
Technology being used in other countries
Trikl
Strain on Staff leading to sickness
•
Staff Support
Pharmaceuticals
Crowd funding
•
No need for drugs
Kula Hub CRM
C) Unique Selling Point (USP):
Unlike our few competitors we have all of the following USP’s •
•
•
•
•
•
•
•
•
•
•
Portable
Easy to Use
Useable at Home without the need of a professional practitioner
Compact
Rechargeable
Easy to keep clean
Affordable
Pre sales and after sales support
Excellent customer service
Reputation present within the Equestrian Industry
Fully experienced management team with qualified staff
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8)
Operations and Logistics:
A) Production
The Arc-Family prides themselves on sourcing and working with local companies wherever possible.
The Arc products currently include the ArcEquine, with the ArcPet following in early 2016. They are
manufactured in Hastings, a town close by to the Arc-Family Main Office who have been in existence
for many years and have a superb portfolio and reputation within their industry. They employ over
100 personnel, are accredited to BS EN ISO9001:2008 standards, have IPC certified production staff
and an annual revenue in excess of £10 million. The company has been manufacturing the ArcFamily products for several years and there is a very strong relationship between both companies,
meaning that any queries are quickly resolved and communication is constant. Production takes
approximately 8 weeks with Arc-Family providing only a few components for the completion of the
products. The company has the ability to increase production to whatever is required from the ArcFamily with 8 weeks notice. Arc-Family ensures that there is always a good stock of units at the
fulfilment company, using data from the previous year and forecasts.
B) Deliveries
ArcEquine customers will receive their units the next working day after the card payment has cleared
and the order processed and sent to the warehouse before 3pm on a working day. Orders placed at
the weekend or bank holidays will be despatched on the next working day, all complete kits are next
day delivery recorded, tracked and signed for. Arc-Family has separate Goods In Transit insurance in
place for all products despatched.
C) Payments
Arc-Family uses WorldPay for all payments made by credit and debit cards via the website or over the
telephone. Clients can pay by cheque but this is not encouraged, however if a customer does insist
on a cheque this will need to be cleared before the order is despatched. Arc-Family has the ability to
take card details over the telephone and authorise payments instantly no matter which product the
customer is buying. The payments are assigned an order code to distinguish, which sales are for
which product. Sales reports are generated on a monthly basis. Arc-Family have <1% of bad debt due
to the tight payment systems in place.
D) Suppliers
The Arc-Family products have been designed so that they not only follow the same branding, but also
the high quality already demonstrated. Therefore the same suppliers will be used for any future
product. The company has a choice of at least two suppliers for each component required - one is
used all the time and the company has a second supplier on standby should any problems occur with
the main supplier so production and sales will not be effected.
E) Premises
Arc-Family head office is based in Kent for easy supply across UK and EU. No stock is kept at the main
office. We have applied for a grant from our local council who will match fund 40% of our new office
build. This will allow us more space to expand, employ more people and help the local economy. A
strategy is in place to cope with the anticipated increase in customer enquiries, whilst still ensuring
excellent customer service.
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F) Office Equipment
The Arc-Family office is already well equipped and therefore there is no need to buy any further
equipment for the development and production of ArcEquine. The office is currently equipped with
Apple Macs, 3 printers and associated accessories. It is fully networked working from a shared server;
with a daily external hard drive data back up.
A Gigaset telephone system is in place using analogue and voip lines to allow more than one line
coming in at any one time. The Internet service provider is Plusnet and there is an opportunity to
switch to fibre optic, which has recently been made available in the head office location.
G) Despatch
Arc-Family has a fulfilment warehouse located in Cambridge to reduce national logistics costs. Our
warehouse has in place- 4x on-site uninterruptable power supplies (UPS) & two diesel generators;
fully conditioned, redundant power to each cabinet. 365 day 24/7 security patrol, with advanced
personnel access control system. Internal and external CCTV and intruder alarms. Firewalled, specialist
security software and 24hr network monitoring.
The warehouse despatch ArcEquine orders, which are received directly from the Arc-Family online
shop. There is an excellent customer relationship with this supplier and they have already proved
themselves capable of processing orders accurately and quickly with integrated connected software
with HQ. They are able to keep a close check on stock levels and orders dispatched.
The software includes:
•
•
•
•
Overview
o Messages
o Goods in
Stock
o Overview
o Analysis
o Full Reports
Orders
o Recent
o Add
o Browse
o Returns
Accounts
o Overview
o Schedules of charges incurred
o Product control
The software allows ArcEquine to keep track of all orders and stock. This enables us to ensure that
stock levels are keeping up with demand.
All full orders that are placed by 3pm Monday to Friday are despatched to the customer for next
working day delivery, these are tracked and signed for.
23
H) IP / Patent / Registration of Designs
ArcEquine Mk2 Patent has been submitted for the UK, by December 2015 Arc-Family will extend the
patent to cover the rest of Europe, America, Canada and the Middle East.
Trademarks and Design registrations are in place for the brand and logo.
24
Registered Designs:
1) Delivery Unit
2) ArcEquine Box
3) Leg Strap
25
4) Carbon Pads
Applied Microcurrent Technology (Equine) Ltd - trading as ArcEquine Is a registered company with
Companies House. Company Number 6718393. It is VAT registered – No. 995051104.
I) Insurances
Applied Microcurrent Technology (Equine) Ltd is covered by Public Liability Insurance, Employee
Insurance, Product Liability Insurance and Goods in Transit Insurance – all in place with Shearwater
Insurance Services Limited.
J) Handling of Complaints
Customer Service is excellent and the aim is always to provide a first class service and support.
However, there is a complaint procedure in place, which has been produced to quickly and efficiently
deal with any customer who has a more formal complaint.
26
9)
Costs and Pricing Strategy:
Recommended retail price of a Complete ArcEquine 2 Kit is £450 + VAT + P & P
Accessories ranging from £6 - £18 and merchandise ranging from £12 - £42
ArcEquine complete Kits are always sent out Priority, for next day delivery at a cost of £16.60 inc VAT
(P&P)
Gross margin on all ArcEquine complete kits is 62% allowing the company to invest in customer
service and support, business development and marketing to a global audience.
10)
Sales forecast:
Required double unit sales year on year
Sales (net):
2015- £280,174 / 2016 - £491,626 / 2017 -£947,476 / 2018- £2,247,976
Gross margins are comfortably growing over 50% each year.
Sales will be further strengthened by a marked increase in attendance at the leading equine events
and Trade Exhibitions. Compilation of a wide range of case studies and video testimonials will be
show cased through our social media platforms. A comprehensive marketing campaign is envisaged
and we are working with a PR company to optimise this.
We are working closely with a select number of International riders that we are sponsoring and we
will be nurturing these relationships.
Predicted financial information can be found at the back of the Business Plan for 2015, 2016, 2017
and 2018.
11)
Charitable Causes:
ArcEquine are currently exploring ways to work with rescue centres. ArcEquine will look at
opportunities to recycle the used/second hand units from the human version unit ArcSport that would
27
not be permitted for secondhand use by humans due to potential contamination. It is ArcEquine’s
vision to utilise the ‘used’ ArcSport units and pass them onto horse rescue centres, as the technology
will be the same and the unit will also fit the horse leg strap. ArcEquine will also be exploring ways
of sponsoring events for horse rescue centres.
•
•
12)
promoting the unit to well known rescue centres and thus to their vast database, and
helping to speed up recovery time for animals so they can be re-homed more quickly.
Case Studies:
More case studies can be found on our website www.arcequine.com and on our Facebook page
www.facebook.com/arcequine
Suspensory Ligament:
Details:
Ferdi, owned by Jo Ellis-Jones.
Original Prognosis:
“On 14/04/2014 Ferdi was diagnosed with thickening of the suspensory ligament in his off fore leg.
Vet’s advice was box rest. The pain was also causing Ferdi to stand pigeon toed on his off fore”.
Treatment:
“ArcEquine used daily on Ferdi and turned him out every day”.
Results:
“Ferdi had a thermal scan four weeks after diagnosis, three weeks after the original scan, which
showed a 4.3 degree difference and he was no longer pigeon toed!”
28
Deep Digital Flexor Tendon:
Details:
Niggy is an Irish Thoroughbred, owned by Lisa Pettiford.
Injury and original prognosis:
“In February 2014 Niggy had changes going on in his hock and suspensory, and a bursar on the side
of his hock. He was kept in his stable for a week and given Bute twice a day, then once a day after 3
days. On the 24th of March 2014 Niggy was getting worse. The scans showed he had chronic
collapse of the suspensory apparatus in his hind legs. On his left hock he had suffered
damage/rupture to his superficial digital flexor tendon, it was held by two strands of tendon!”
Vets Prognosis:
“Niggy would have to be put to sleep”.
Treatment:
“I Put the ArcEquine on Niggy in his stable. Instantly he was so relaxed. The next morning he went
into the field like a different horse. The ArcEquine was put on again that evening and the next day he
went back out in the paddock. He could still only manage to walk. 2 days after using ArcEquine he
galloped up and down the field! He was so happy and back to his usual self. His legs changed shape
and got reduced in size. 6 weeks after using ArcEquine he was re scanned and the vet couldn't
believe it! He had healed!”
29
Sarcoids:
•
•
•
Age: 5 years old
Breed: Irish Sports Horse
Owned By: Details Held
Original Prognosis:
“My horse developed two sarcoids, one on the inside of his front leg and the other on the upper
eyelid of his right eye. The one on his eye grew quite quickly to protrude about 1 inch out of his eye.
The vet's advice was that because of the proximity of the sarcoid to his eye, the only course of action
would be to sedate him and inject the sarcoids with anti cancer drugs, but there was no guarantee of
success”.
Treatment:
“Daily use of ArcEquine and also introduced Thuja 200, a homeopathic remedy”.
Results:
“There was no change for about a month, then the sarcoid on his eyelid started to grow. Within a few
more weeks it had grown by at least 50% and started to bleed a lot. It was obviously irritating him
because he was rubbing his eye on his leg every day and knocking the top off. It changed a lot in
appearance from a solid wart to scabby looking. A few weeks later, the sarcoid literally exploded,
there was blood all down the side of Casper's face. Once cleaned up, there was just a small bump left
30
where the sarcoid was. Within a few weeks this had gone and there is now no trace of the sarcoid
ever being there. In addition, the other small sarcoid on the inside of his leg has gone, but this was
not closely monitored as to when”.
Before
After
Broken Bones:
•
•
•
Age: 10 years old
Breed: Thoroughbred
Owned By: Kelsey Briggs
Original Prognosis:
“In January 2013, Pirate broke his neck in the pasture. X-rays showed significant crack in vertebrae,
dangerously close to the spinal cord. Best outcome possible, would be that he would be a pasture
pet”.
Treatment:
“The ArcEquine unit was put on Pirate every night. Very soon after she began to see a difference”.
31
Results:
“Pirate went from very uncomfortable and barely able to move, to walking around almost normally.
Pain, inflammation and neurological symptoms almost vanished! Over the months, Pirate carried on
using ArcEquine daily. In March 2013 he was sound and by May he had become rather bored and
periodically escaped! The July x-rays showed a healed vertebrae with no impingement on the spinal
canal”.
Proximal Suspensory Desmitis (PSD):
Details:
Royal Blue is 13 years old, owned and ridden by Ellie Read, from Southrop, Gloucestershire. Ellie
events him at a novice level.
Original Prognosis:
“Royal Blue was originally diagnosed with PSD in both hind legs in August 2013. The vets treated him
with steroid injections and used shockwave therapy, neither of which worked. The vet then advised
for Royal Blue to be de-nerved which only had a 30% chance of success as he has very upright hocks.
The only other apparent option was to retire him”.
Treatment:
“Ellie then discovered ArcEquine. Royal Blue was put on ArcEquine's 6-week plan combined with our
three month rehabilitation programme”.
32
Results:
“Royal Blue was brought back into work in March 2014, still under rehabilitation. By September he
was jumping again and competed locally during the winter. A long way off "retirement" that was
thrown around as an option at the beginning of the year!”
33

Business Plan November 2015

Transcription

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