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.
|Year 1||Year 2||Year 3|
|Independent bicycle shops||$187,239||$335,458||$365,454|
|Chain bicycle shops||$121,705||$218,048||$237,545|
|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|
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.
|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|