Kaolin Calefactors
Strategy and Implementation Summary
The strategy for building customers will be based on communicating Kaolin Calefactors’ customer-centric approach to the customer. Kaolin Calefactors encourages a cooperative relationship with their customers in the design and manufacture of the dishware.
5.1 Competitive Edge
Kaolin Calefactors’ competitive edge is their customer-centric approach to business. This is most prevalent in the custom designs where Sue works hand-in-hand with the customer to allow them to create their perfect design. This cooperative relationship with the customer begins at the design stage and continues throughout the work process.
This customer-centric approach is quite intuitive and effective for several reasons. It is intuitive for Sue because while it is obviously important for the business to make money, Sue believes that if she treats customers properly the profits will happen as a by product. This approach is effective because it is far cheaper to maintain a happy customer than it is to attract new ones.
5.2 Sales Strategy
The sales strategy will be based on communicating that owning your own production, or custom, dishware is a source of pride and appreciation by you as well as your guests. Dishware is something that you use, typically two times a day. It is something that you are always looking at. It is also something that can add to the presentation of the food. Lastly, if properly cared for, the dishware is a long-term investment because it is quite durable and the designs can be timeless.
The other element that will be emphasized when trying to turn a prospective customer into a sale is the cooperative process that involves the customer in the creation of their dishware.
5.2.1 Sales Forecast
The first month of business will be used to set up the work studio as well as line up retail sales outlets, schedule upcoming craft fairs, and the design of the website. There will be a bit of business occurring in month two with a steady increase by month five.
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Sales | |||
| Gift purchasers | $21,436 | $42,457 | $49,854 |
| End consumers | $19,292 | $38,211 | $44,869 |
| Total Sales | $40,728 | $80,668 | $94,723 |
| Direct Cost of Sales | Year 1 | Year 2 | Year 3 |
| Gift purchasers | $3,644 | $7,218 | $8,475 |
| End consumers | $3,280 | $6,496 | $7,628 |
| Subtotal Direct Cost of Sales | $6,924 | $13,714 | $16,103 |
5.3 Milestones
Kaolin Calefactors will have several milestones:
- 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.
- Office/work space set up.
- Establishment of retail sales outlets.
| Milestones | |||||
| Milestone | Start Date | End Date | Budget | Manager | Department |
| Business plan completion | 1/1/2001 | 2/1/2001 | $0 | ABC | Marketing |
| Office/work space set up | 1/1/2001 | 2/1/2001 | $0 | ABC | Department |
| Establishment of retail sales outlets | 1/1/2001 | 3/1/2001 | $0 | ABC | Department |
| Totals | $0 | ||||
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