Wheelie Deals

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Wholesale Bicycle Distributor Business Plan

Strategy and Implementation Summary

Wheelie Deals sales and marketing strategy will be based on occupying an unmet niche in the retail bicycle wholesale industry.  Wheelie Deals will be a wholesaler only for closeout items.  This focus will allow Wheelie Deals to stand out relative to the other wholesalers in the industry.

5.1 Competitive Edge

Wheelie Deals' competitive edge is specializing in the closeout niche.  Currently, there are no wholesalers that are specializing to a large degree.  Everyone carries a fairly wide range of products.  It is a clear advantage to be focused and only concentrate a specific niche.  By focusing on closeouts, retail shops can contact Wheelie Deals and always find products that offer nice margins, uncharacteristic of the bicycle industry. 

The trend of the industry in general is of consolidation.  By offering value-added services such as closeout items which provide the retailer with better than average margins, Wheelie Deals is developing value that creates a steady flow of customers.

5.2 Sales Strategy

The sales strategy will be intertwined with the product offerings.  It is of small value to have great closeouts if there is little demand.  By having a well thought out product selection, Wheelie Deals will significantly increase the chances of turning a prospective customer into a sale.  Wheelie Deals will emphasize the popularity and quick turnover of the items that they stock.  Wheelie Deals will shy away from items that may be a good deal but are a hard sell because they are likely to sit on the retailers shelf. 

Additionally, Wheelie Deals will have constantly changing inventory which will encourage shops to frequently inquire with Wheelie Deals.  Lastly, Wheelie Deals will have an email update service that will be sent to interested shops which is a "hotsheet" that details the current specials.

5.2.1 Sales Forecast

The first month will be used to secure warehouse space, set it up to accept inventory, and hire personnel.  During the first six weeks relationships will be established with many different manufactures of parts.  These relationships will be based on Wheelie Deals willingness to take all of their closeouts.  Typically, the manufacturer will call several distributors and eventually will find someone to take some, or all of their product.  Wheelie Deals increased willingness to take closeouts will create an incentive for the manufacturer to contact Wheelie Deals first.

Month three will mark the first decent month of sales.  It is forecasted that sales will steadily increase after this month. 

Sales Forecast
Year 1 Year 2 Year 3
Sales
Independent bicycle shops $187,239 $335,458 $365,454
Chain bicycle shops $121,705 $218,048 $237,545
Total Sales $308,944 $553,506 $602,999
Direct Cost of Sales Year 1 Year 2 Year 3
Independent bicycle shops $93,620 $167,729 $182,727
Chain bicycle shops $60,853 $109,024 $118,773
Subtotal Direct Cost of Sales $154,472 $276,753 $301,500

5.3 Milestones

Wheelie Deals will have several milestones early on:

  • Business plan completion.  This will be done as a roadmap for the organization.  This will be an indispensable tool for the ongoing performance and improvement of the company.
  • Warehouse set up.
  • Establishment of vendor relationships.
  • Profitability.
Milestones
Milestone Start Date End Date Budget Manager Department
Business plan completion 1/1/2001 2/1/2001 $0 ABC Marketing
Warehouse set up 1/1/2001 2/1/2001 $0 ABC Department
Establishment of vendor relationships 1/1/2001 2/15/2001 $0 ABC Department
Profitability 1/1/2001 9/1/2001 $0 ABC Department
Totals $0