The Pottery Table
Strategy and Implementation Summary
The Pottery Table will develop relationships with senior centers, senior organizations/clubs, childcare programs and afterschool programs. The Pottery Table will offer discounted group rates in order to promote sales.
5.1 Competitive Edge
Janet Miller is the competitive edge for The Pottery Table. Janet has been a pottery instructor for the city’s arts program for the past ten years. She is a highly-respected artist and instructor in the community.
Over the years she has built a loyal following of students who have returned to her, again and again, for more instruction. She has visited the city’s senior center and childcare centers promoting her program. Most importantly, she is the most visible symbol of the now discontinued city’s arts program.
5.2 Milestones
The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation.
What the table doesn’t show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and we will be holding follow-up meetings every month to discuss the variance and course corrections.
| Milestones | |||||
| Milestone | Start Date | End Date | Budget | Manager | Department |
| Studio Setup | 3/1/2002 | 4/1/2002 | $13,000 | Janet Miller | Marketing |
| Inventory Setup | 3/1/2002 | 4/1/2002 | $7,000 | Janet Miller | Department |
| Marketing Campaign | 3/1/2002 | 4/15/2001 | $300 | Janet Miller | Department |
| Totals | $20,300 | ||||
5.3 Sales Strategy
The Pottery Table’s sales strategy is to sell the creative experience to the target customers. Janet Miller will make presentations at senior centers, childcare centers, afterschool programs and parent groups.
The Pottery Table will offer free sessions for children during the first month of business. Children will be given a small cup to paint that is part of a set. The Pottery Table will promote the children coming back and painting another cup in the set.
5.3.1 Sales Forecast
The following is the sales forecast for the next three years.
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Sales | |||
| Group Instruction | $36,200 | $53,000 | $66,000 |
| Studio Time | $40,500 | $55,000 | $68,000 |
| Pottery | $16,500 | $28,000 | $35,000 |
| Gift Basket Pottery | $11,000 | $22,000 | $25,000 |
| Other | $5,718 | $6,300 | $7,200 |
| Total Sales | $109,918 | $164,300 | $201,200 |
| Direct Cost of Sales | Year 1 | Year 2 | Year 3 |
| Group Instruction | $0 | $0 | $0 |
| Studio Time | $0 | $0 | $0 |
| Pottery | $8,250 | $10,400 | $13,200 |
| Gift Basket Pottery | $4,710 | $8,800 | $10,000 |
| Other | $2,859 | $3,150 | $3,600 |
| Subtotal Direct Cost of Sales | $15,819 | $22,350 | $26,800 |
5.4 Marketing Strategy
The Pottery Table will pursue the following marketing strategy:
- Seniors: Senior groups (six or more) will receive a 15% discount for group instruction and group studio time, and a 15% discount for individuals using the studio between 9 a.m. and 3 p.m. on weekdays.
- Youth (ages 3 – 10): Youth will receive a group discount (six or more) of 15% for group instruction and group studio time.
- New Mothers: New mothers will receive 20% discount for group instruction and group studio time.
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