E-Commerce Retailer Business Plan

Nature's Candy

Executive Summary

Opportunity

Problem

The modern world brings knowledge about the human body and the convenience of having things sent to one’s home. Why should that only be an option for people with more income? We will make sure that everyone has the option of health and convenience.

Solution

Nature’s Candy’s mission is to provide the finest in natural supplements using the Internet to lower the consumer’s cost. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Market

The nutritional supplement market is a semi-mature market characterized by high-growth rates, medium barriers to entry, and a few large competitors. Despite the competition in the market, many companies have reported annual growth levels of 30%. The market leaders are as follows:

GNC (General Nutritional Companies, Inc.): This company is a nationwide specialty retailer of vitamins, minerals, and sports nutrition supplements. With over 3,000 stores, GNC generated $1.19 billion in 2000.

Nature’s Sunshine Products, Inc.: Nature’s manufactures and markets a variety of health supplements. This multi-level marketing company had 2000 revenues of approximately $370 million.

Rexall Sundown, Inc.: Rexall develops, manufactures, markets and sells vitamins, nutritional supplements, and consumer health products through retailers, independent distributors, and mail order. Rexall had 2000 revenues of approximately $370 million.

International Vitamin Company, Inc.: IVC manufactures, packages, sells, and distributes private label vitamins and nutritional supplements to drug stores, supermarkets and health food stores. IVC had revenues of $107 million in 2000.

The primary channels of distribution in this market are:

Mass market retailers (Fred Meyer, Rite Aide).
Direct Sales organizations.
Health Food Stores (GNC).
Mail order catalogs and the Internet.

Competition

Within the mass market retailer channel, the three main primary vitamin and supplement product categories are national brands, broad-line brands, and private label brands. The national and broad line brands consist of 60% of the domestic market, which the private label brands account for the remaining 40% of the market.

Why Us?

Expectations

Forecast

In the next three years Nature’s Candy intends to create an icon e-commerce brand through laser-focused marketing and will grow and eventually make a profit by the second year

Financial Highlights by Year

Financing Needed

We will be starting with $80,000 from founders:

Quack $45,000

Stewart $35,000