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Executive Summary

WorkChairs is an ergonomic product business located in Studio City, California that focuses on selling hard-to-find ergonomic products to both the local community and through their website online. WorkChairs is owned by Jake and Lisa Wilson, and is a corporation with one other employee, Peter Wilson.

WorkChairs will use two sales channels and focus on selling niche products that solve ergonomic health problems that have become more common as people use computers more and more in their daily work days. By using traditional local marketing and sales techniques, WorkChairs will establish a solid local customer base in the home office, small business, and large business communities. To supplement the business and take advantage of manufacturer relationships that include drop-shipping, WorkChairs will have a website that has both an online store and an educational section to teach people about ergonomic problems.

WorkChairs has a conservative financial plan with low expenses, low payroll, and a conservative sales forecast. WorkChairs will always maintain a positive cash balance while slowly growing the total cash and company net worth.

Office furniture store business plan, executive summary chart image

1.1 Mission

WorkChairs is a specialty ergonomic product retailer in both the local market and in the online space. We aim to provide quality products to satisfy our customers desire to work in a healthy work environment that keeps them injury and pain-free. Keeping our customers happy and solving their problems by providing great products at an affordable price is our goal.

We also take pride in educating our customers on ergonomic issues that they might not be aware of, to prevent them from experiencing pain and discomfort in the future as well. We find doing this is rewarding in a personal and business sense.

1.2 Keys to Success

  • Provide specialty products that can’t be found at “large box” retailers such as Office Max, Office Depot, Staples, Costco, Ikea, and others. We want niche products that can’t be found at these stores, because we can’t compete with them on price.
  • Provide excellent customer service. It’s difficult to find customers who are aware enough of the health issues of standard office work to actually realize they need ergonomic products. So once we find these customers, we need to keep them happy and keep them coming back to us for future products they need.
  • Keep our growth slow and organic so we can make sure we keep expenses low and operate efficiently.
  • Build an easy-to-use website that educates our customers and potential customers while also selling our products effectively.

1.3 Objectives

  • Becoming profitable after six months of operation.
  • Be the market share leader of specialty ergonomic products in the local market. There is no official measurement, but it should be relatively easy to guess how our few competitors are doing.
  • Have our website be one of the top five websites for specialty ergonomic products measured by both traffic and sales. Unfortunately, we can’t get sales statistics for other competing sites, but we can judge by their traffic levels based on their search engine placement, pay per click advertising, links in to their site, and Google Pagerank. From there we can guess at how well their site converts visitors into sales.
  • Have fun helping our customers work in a safer and more comfortable work environment.