Mobile Phone Repair Service Business Plan [PDF]

Zitiervorschau

Executive Summary Mission Keys to Success Company Summary Company Ownership Start-up Summary Company Locations and Facilities Services Market Analysis Summary Market Segmentation Target Market Segment Strategy Strategy and Implementation Summary Competitive Edge Sales Strategy Sales Forecast Management Summary Personnel Plan Financial Plan

Executive Summary Capital Mobile Phone Repair Service will diagnose and repair faults with mobile phones. This will include faults such as water damage, cracked and scratched LCD displays, speaker and microphone faults, software damage, battery and charging faults, and damage to antenna and the body of the phone. If it is not possible to repair the phone it will either be returned to the customer or sent for recycling. Capital Mobile Phone Repair Service will also offer a phone unblocking service, which will enable a handset branded with one airtime provider to be used with a SIM card from other airtime suppliers. Mobile phones represent a significant target for thieves and pickpockets, and mobile phone repair services that offer unblocking services will need to be aware that they may be sent stolen phones for unblocking. In most cases, the phone owner will supply their network provider with the IMIE number on their phone to help prevent cases where the phone is reused. However, people on pay-as-you-go contracts may not realize they are able to do this. Capital Mobile Phone Repair Service will also offer accessories and will operate out of a storefront that is sandwiched between a popular student cafe and the Statesville University Books. Located just a half block from campus, Capital Mobile Phone Repair Service is accessible to all students. Capital Mobile Phone Repair Service will also offer a range of equipment for sale. We will offer our customers           

cell phone antennas cellular batteries mobile phone cases cellular chargers cell phone faceplates cellular data cables mobile headsets cell phone keypads cell phone holsters vehicle kits vehicle holder

The university community centers on Main Street that is the major entrance and exit from campus. Each year, students spend in excess of $100 million dollars for products and services with businesses serving the university community. Capital Mobile Phone Repair Service will focus on students that live on and off campus by offering products and service plans that are tailored to student needs. Approximately 10,000 students live on campus. An additional 15,000 students live off campus.

Currently, there is no cell phone equipment outlet operation within five miles of the campus. John Smith, owner of Capital Mobile Phone Repair Service, has been the manager of Statesville University’s electronics department for the past five years and is very familiar with his target customer base. Mission Capital Mobile Phone Repair Service' mission is to offer its customers the highest quality cell phone repair services. John focuses on personalized service to his customers by offering convenience and rapid service. Additionally, Capital Mobile Phone Repair Service has the technologically expertise assist customers in picking the product and service that best meets the student's needs. Finally, John has strong vendor relationships with the product suppliers and will be able to meet customer's demand for the newest innovation in cell phone technology. Keys to Success Capital Mobile Phone Repair Service' keys to success will include:    

Excellent customer service. Grow and maintain a referral network of customers. Focus expertise in cell phones. Rapid response to customer problems.

Company Summary Capital Mobile Phone Repair Service will diagnose and repair faults with mobile phones. This will include faults such as water damage, cracked and scratched LCD displays, speaker and microphone faults, software damage, battery and charging faults, and damage to antenna and the body of the phone. John Smith, owner of Capital Mobile Phone Repair Service, believes the store is the perfect location to capture students as they make crucial purchases at the beginning of each term. Capital Mobile Phone Repair Service will provide support and convenience second to none. Company Ownership John Smith is the sole owner of Capital Mobile Phone Repair Service. Start-up Summary Start Up and Running Costs What start up costs can you expect? It may be possible to operate this type of business from home, therefore removing many of the initial start up costs associated with finding suitable premises. However, you will need to set aside a secure, spare room that you can keep relatively clean and sterile. This may require redecoration, such as the replacing of carpet with linoleum or wood to minimize dust. It will also be necessary to advise your local authority of you plans to work from home and this may incur additional costs, including the payment of business rates. Diagnostic equipment will be necessary to ensure you can quickly and accurately discover faults and work out the most appropriate remedy. It will be necessary to purchase equipment including a component tester (from $100), a multimeter (from $13), a sound meter (from $215), a frequency tester (from $30) and an LCD screen tester. A selection of tools will also be necessary to enable you to carry out repairs, including tweezers (from $3), screwdrivers (from $4 each), housing cover tools (from $6) and a selection of cables (from $4.50 each). It is also possible to purchase repair toolkits for some makes of phone. These cost from $10 and include pliers, antenna removal tools and a screwdriver with interchangeable heads. A soldering iron will be necessary (from $120), as will an ultrasonic PCB cleaner (from $45), and you may also find a hot air soldering kit (from $150) useful.

A range of unblocking devices, suitable for use on a variety of different makes and models of phones, may also be necessary. These can cost from $120 each and you may need to invest in several to cover the majority of brands on the market. Generic business costs to budget for include a professionally designed website (from $60 depending on the number of pages required), basic office equipment such as a PC for accounts and keeping records (from $400), a digital telephone and answer machine (from $50) and utilities. It will also be important to factor in costs associated with advertising and marketing activities. The main expenses when setting up a cell phone shop will be the premises and shop fitting. Costs will vary according to the size and location. Garage space will be required if the business offers car phone installation. Further costs will include:       

Shelving units ($100 per unit). An electronic till (around $150). A cell phone/answering machine ($30). A fax machine (around ($150). A PC (from $600). A printer (an inkjet printer costs from $60). A website for mail order via the Internet (around $270) and an additional monthly charge for web space rental.

Testing and repair equipment will need to be purchased and storage space provided for this. A vehicle will be required if a mobile repair and installation service is offered. This must be reliable and large enough to carry equipment. John will invest $5,000 in Capital Mobile Phone Repair Service. He will also secure a $5,000 short-term loan. The following chart and table show projected initial start-up costs for Capital Mobile Phone Repair Service. Start-up Expenses Legal Insurance Rent Fixtures and Fittings Expensed Equipment

$1,000 $1,000 $1,000 $1,000 $1,000

Total Start-up Expense

$5,000

Start-up Assets Needed Cash Balance on Starting Date

$3,000

Start-up Inventory

$2,000

Total Assets

$5,000

Total Requirements

$10,000

Funding Investment John Smith Finance

$5,000 $5,000

Total Investment

$10,000

Company Locations and Facilities Capital Mobile Phone Repair Service is located on Main Street. Capital Mobile Phone Repair Service will operate out of a storefront that is sandwiched between a popular student cafe and the Statesville University Books. Located just a half block from campus, Capital Mobile Phone Repair Service is accessible to all students.

Services Cell phone repair Common sense will rule the day when it comes to determining whether to have your cell phone repaired or not. On some of the more expensive phones, it will certainly make sense. Needing replacements parts like antennas and batteries are a fact of life, but having major work done can get expensive. Water / Liquid damage If your phone has suffered any form of liquid damage please do not try to dry the handset out as all this will result in is the liquid drying on the board and then eventually corroding the board. Send the phone to us so we can remove the liquid whilst it is still wet. We have an 80% success rate on liquid damaged phones. Regardless if it has been splashed by water, fallen in to your pint or you jumped in the sea with your phone still in your pocket we can attempt to repair it. Liquid damage phones take slightly longer to repair as we have to treat the phone then allow it to dry for 24 hours so we therefore ask you to be patient with this type of repair Faulty LCD / screens The most common repair to mobile phones is the supply and fit of broken LCD screens. We supply and fit screens to all types of mobile phones as long as the screen is in production. Common faults on LCD screens are as follows: • • • •

LCD smashed You can see text but no lights on the LCD White LCD Lines across the LCD

All screens fitted come with a 3 month warranty Phone dead / No power up Another common fault with mobile phones is that they will either die or will not power back up after they have been switched off. We have the experience & the equipment to bring back to life your mobile phone Software faults

A mobile phone can develop a software fault at any time and at any age. A brand new 2 week old mobile phone may require its software to be replaced or updated. If the software is not up to date or is faulty it may cause the phone to have any of the following problems: • • • • • • •

Switch off No signal Buttons not to work Not power on Select options on its own Call out on its own Run extremely slowly

Mic & speaker faults We can replace the faulty microphone and speaker on 99% of mobile phones. Signs of a fault microphone include: • • •

People not being able to hear you Cutting out People say you sound as though you are in a tunnel

Signs of a faulty speaker: • • •

You can not hear the person at the other end The speaker crackles The persons voice has an echo to it

Signal faults Having trouble getting reception? Phone cutting off every time a call connects? Probably the most annoying fault you can get with your mobile phone is the loss of signal intermittently or a general loss of it all together. We have the technology and expertise to pin point the fault. Whether it is a simple part that needs to be changed or a chip soldered on to the motherboard we will be able to diagnose and repair your phone. Charging fault

If you are connecting a charger to your phone and nothing is happening then your charging block maybe damaged or faulty. We can repair charging faults on 99% of mobile phones and of course we have no fix no fee policy Unlocking & removing security codes If your phone works on one network and you would like to unlock the phone to work on all other UK networks then we can do this for you. We can unlock 98% of mobile phones Please note we can remove the security code but can not unlock the following phones as this moment in time: • • •

Nokia 6680 Nokia 6630 Nokia N Series

If we unlock your phone and we find the phone to be barred / blocked / black listed then the original price quoted will still stand. No phone will be return until this payment has been received in full. Products Capital Mobile Phone Repair Service offers a range of equipment for sale. We will offer our customers           

cell phone antennas cellular batteries mobile phone cases cellular chargers cell phone faceplates cellular data cables mobile headsets cell phone keypads cell phone holsters vehicle kits vehicle holder

Cell Phone Covers Sleek new phone covers that reinvent your cell phone. Dress up your phone with any one of our stylish faceplates.

Cell Phone Batteries Maximize talk-time on your phone with a high capacity lithium ion battery. Reliable and dependable batteries for all brands. Cell Phone Chargers Stay in touch with the ones you love at any time. Cell phone chargers that work with your laptop, car, or home. Cell Phone Keypads Crystal keypads for better phone usability and style. Cell Phone Cases Make your mobile phone scratch proof. A cell phone case to ensure your phone is protected at any moment. Phone Hands free Use a cell phone headset and talk safely. Hands free Car Kits Keep your hands free while you are driving. Hand free car kits that fit any model cell phone. Cell Phone Holsters Don't worry about dropping your cellular phone again. Holsters made to protect your phone no matter how you handle it. Speaker Phone Protect yourself from dangerous cellular phone radiation with a speaker phone. Antenna Cute and bright cell phone antennas that light up your phone.

Market Analysis Summary A mobile phone repair service diagnoses and repairs faults with mobile phones. This might include faults such as water damage, cracked and scratched LCD displays, speaker and microphone faults, software damage, battery and charging faults, and damage to antenna and the body of the phone. If it is not possible to repair the phone it will either be returned to the customer or sent for recycling. Repair services may also offer a phone unblocking service, which will enable a handset branded with one airtime provider to be used with a SIM card from other airtime suppliers. The mobile phone industry is changing and it is expected that the major industry players, such as Vodafone and Orange, will soon stop subsidizing handsets or providing them free when customers sign an airtime contract. This is expected to increase demand for qualified, independent mobile phone repair services. U.S. Wireless Quick Facts http://www.ctia.org/consumer_info/index.cfm/AID/10323 There are 327,577,529 mobile phones in the United States compared to a population of 310,866,000. http://www.digitalbuzzblog.com/mobile-statistics-2011-growth-of-mobile/ The iPhone, Blackberry, Droid and smartphones in general dominate the buzz in the mobile market, but only 21% of American wireless subscribers are using a smartphone as of 2011. We are just at the beginning of a new wireless era where smartphones will become the standard device consumers will use to connect to friends, the internet and the world at large. The share of smartphones as a proportion of overall device sales has increased to 29% for phone purchasers in the last six months and 45% of respondents to a Nielsen survey indicated that their next device will be a smartphone. If we combine these intentional data points with falling prices and increasing capabilities of these devices along with a explosion of applications for devices, we are seeing the beginning of a groundswell. This increase will be so rapid, that by the end of 2012, Nielsen expects more smartphones in the U.S. market than feature phones. Android has come out as the market leader for mobile phones in the US, beating Apple's IOS. This finding comes from a report by the digital analyst firm Comscore and shows that Google's Android dominates the smartphone operating system marketplace with 36.4 per cent market share. This is a gain of 5.2 per cent over the last year.

Apple came in second with IOS but saw only a small increase of 1.3 per cent over the last year. Whilst Google and Apple have both seen growth in this area, Research in Motion (RIM) and Microsoft have been the biggest losers during the past year. RIM's market share has dropped by 4.7 per cent to 25.7 per cent, putting it in third place. Microsoft, which has teamed up with Nokia recently, has seen a fall of 1.3 per cent in its market share, with Windows Phone 7 falling to 6.7 per cent, putting it in fourth place behind RIM. The study surveyed more than 30,000 US mobile subscribers over a period of three months and found that Samsung topped the list for smartphone manufacturers with 24.5 per cent market share. Even though the Korean firm saw a drop of 0.4 per cent market share it came out ahead of rivals LG and Motorola, which had 20.9 and 15.6 per cent market share, respectively. Whilst Samsung, Motorola and RIM all saw a fall in market share, the company to see the biggest increase was Apple. The fruit themed company saw an increase of 1.3 per cent over the last year to 8.3 per cent. This gain meant it came in just 0.1 per cent ahead of RIM to take the fourth spot. Social networking continues to be something of a phenomenon and it had the biggest increase in mobile phone usage. Over the past year use of mobile phones to access social networking increased by 2.7 per cent to 28 per cent. The top six uses for mobiles all saw increases and, other than social networking, covered text messaging, internet browsing, downloading apps, playing games and listening to music. A number of technological advances have been made in the development of mobile phones over recent years, including the introduction of GPRS, digital cameras and MP3 players into new phones. Those offering mobile phone repairs will be expected to be able to fix these components as well as the more general faults associated with normal wear and use. It is therefore essential for those in the repair industry to keep up to date with new technology and ensure their skills are continually updated. Software faults are expected to become more problematic after the discovery of the first viruses to affect mobiles. The viruses were hidden in games available on file sharing and download sites and sent infected text messages, which the phone user was unaware of, while the game was being played. It is expected that, with the development of phones that have the capability and memory of PCs, the number of mobile phone viruses will increase. Virus cleansing and damage limitation after virus attacks is likely to become a specialized sector of the mobile phone repair market. Mobile phones represent a significant target for thieves and pickpockets, and mobile phone repair services that offer unblocking services will need to be aware that they may

be sent stolen phones for unblocking. In most cases, the phone owner will supply their network provider with the IMIE number on their phone to help prevent cases where the phone is reused. However, people on pay-as-you-go contracts may not realize they are able to do this. The mobile phone industry is competitive. In spite of rapid growth in recent years, sales are slowing as the market becomes saturated. Consumer take up of mobile phones over the last couple of years has been phenomenal. Approximately two thirds of adults now own a mobile phone. They have become essential for convenience and security. Network operators have recently cut subsidies on pre-paid mobile phones, which has led to a rise in prices. After the slow initial take up of the WAP (Wireless Application Protocol) phone, the industry hopes that new technology such as GPRS (General Packet Radio Service) and 3G (third-generation) phones will offer a wider choice of services and features and may boost the market. There has been much debate regarding health and mobile phones, but no evidence has been substantiated between mobile phone use and brain tumors. However, potential health risks have not stopped the growth in the popularity of mobile phones. The university community serves 25,000 students. Each year, students spend in excess of $** million dollars for products and services with businesses in the university community. In a recent campus survey, over **% of students reported that they own cell phones. Of that number, over **% reported that they also have a landline phone. This represents a multi-million dollar market in the university community. Capital Mobile Phone Repair Service will focus on students that live on and off campus by offering products and service plans that are tailored to student needs. Approximately, 10,000 students live on campus. An additional 15,000 students live off campus. Currently, there is no cell phone equipment outlet operation within five miles of the campus. Market Segmentation Three out of five small businesses and four out of five medium-sized businesses own mobile phones. Private individuals will purchase phones to make emergency, social or occasional calls while on the move. The popularity of pre-pay packages has led to an increase in mobile phone ownership among teenagers. There has also been an increase in the use of mobile phones to send and receive text messages, currently 1 billion per month. As the demand for mobile phones slows down, there will be a greater need for repair or replacement services. As a large proportion of the population now owns a

mobile phone, the service providers and networks will now try to encourage customer loyalty. Other companies are keen to enter the market. Networks are adding more free minutes onto tariffs in order to attract more customers. A consultation service would also attract custom from local firms who may require advice on their communications needs. The shop could keep a database of customers and allow them to upgrade their phone and to purchase additional equipment on a regular basis. Some service providers might offer special deals direct to the public, which may affect independent outlets. However, the specialist retailers may have an advantage over nonspecialist stores in that they are able to give more information, opinion and advice about new technology. Retailers may also sell other equipment such as fax machines and pagers. The local market should be researched before starting up. The service providers should be contacted for advice as to what types of outlets they will supply, what they can offer an outlet and the particular relationships that they have with the network providers. Another option could be to set up as a sub-dealer of an existing outlet. Additional services could be offered to help compete and to attract custom; these could include a 24 hour customer helpline, discounts for re-subscribers and trade-ins for old handsets. Call, installation and line rental charges should be competitive. Capital Mobile Phone Repair Service will focus on the following customer groups:   

Students living on campus Students living off campus Non-students that work or live in university area. This group includes university faculty, administration, and university-area residents.

Target Market Segment Strategy Capital Mobile Phone Repair Service' current niche is its location on Main Street. At the beginning of each term, a number of cell phone equipment and service providers set up tables and kiosks on Main Street but after day ten, they have all left the area. Capital Mobile Phone Repair Service will have a permanent home on Main Street and we believe that will be seen as an advantage by our customers. Who are your customers likely to be? The mobile communications industry as a whole attracts a wide variety of customers, and numbers constantly going up. Your location may not have an impact on the type of customers you attract, as it is possible for a mobile phone repair service to operate by

mail order and attract custom from across the country. However, your customer base can broadly be determined as the following: •

•

• •

•

•

•

Owners of phones whose manufacturer warranty has expired may choose to have their phone repaired by an independent repair service rather than replace it. A simple repair may prove to be cheaper than the purchase of a new phone, particularly if the owner is on a pay-as-you-go plan. Many individuals continue to use mobile phones that are out of date or unavailable to buy as new, as they prefer their current phone to any new models. If the phone develops a fault or suffers accidental damage, they may wish to have it repaired rather than purchase a newer model. Consumers who have come to the end of their contract with a mobile network operator may wish to have their phone unblocked so that they can use the phone with another network's SIM card. Second-hand mobile phones are given to friends and family members as presents or can be recycled and sold to other consumers. These phones may be blocked by a particular network operator and may require unblocking before the new owner can use the phone on their chosen network. Businesses tend to rely on mobile phones to get urgent messages to staff and to keep in touch when key members of staff are out of the office. They may have purchased a number of phones for their employees and these may, at times, require repair. These customers will appreciate a fast and accurate diagnosis and repair service. It may be possible to gain a contract with a mobile phone retailer to fix any problems customers have with their phones when the manufacturer's warranty expires. These businesses may have their own on-site staff that are qualified to do this; however, they may require additional help at busy times. Insurance companies may wish to contract a reliable and professional mobile phone repair business to service the phones of their customers. It may work out cheaper for the insurance company to have clients' phones repaired than to replace them with new models.

Who will you be competing against? Other mobile phone repair services will provide a large proportion of your immediate competition. These businesses may not necessarily be located close to you as it is possible to operate this type of business through mail order, where customers post or courier their phones for repair. It will be necessary to investigate these competitors thoroughly prior to starting this type of business to ensure you can compete on price and the type of equipment you can service. Search business directories, such as www.yell.com to find other repair businesses in your area. Mobile phone retailers, such as the Carphone Warehouse and Phones 4 You, may have a service and repair facility attached to their stores, which will attract consumers because of its convenience. Customers may prefer to leave their phone with a store that they know and trust, rather than post it to be repaired by a relatively unknown business. Advertise

your qualifications and publish testimonials from satisfied customers to reassure people that your service is reliable and trustworthy. You could also differentiate yourself by offering a replacement mobile phone while repairs are being carried out - this may prove particularly popular with business customers. Phone manufacturers will also provide indirect competition during the period when their newly purchased phones are under warranty. Mobile phones that are damaged or faulty may able to be repaired or replaced immediately by the manufacturer. Individuals with some experience of electronics and electrical componentry may prefer to have a go at fixing their mobile phones themselves. However, these individuals are unlikely to have the experience and training that a professional independent mobile phone repair service can provide.

Strategy and Implementation Summary The vehicle you drive can be used as an effective promotional tool, 24 hours a day. Professional livery, which can be permanent or magnetic so the paintwork isn't damaged, should include your business name and contact number. You may also choose to use a graphic illustration to ensure potential clients are aware of what you do. Running a classified advertisement in each issue of your local newspaper may provide a simple yet effective form of promotion. You could also take the opportunity to advertise in IT and telecoms features within the newspaper. Direct mailshots, sent to local residents and businesses, can also provide an effective marketing opportunity. You could include a special offer such as a discount if they respond within a certain timeframe, or provide a voucher for a discount on repairs when customers have their phone unblocked. Don't forget to measure the effectiveness of your mail shots by asking new customers how they found out about your business. A website can also be a useful marketing tool and is becoming an increasingly popular option for mobile phone repair services. You may choose to offer electronic quotes, whereby the customer can key in a few figures about the make and model of their phone, along with details of the problem, and be given an approximate price to repair. You should also consider providing further information about the services you offer, along with testimonials from satisfied customers. An online ordering system, where customers can print out a sheet explaining the problem prior to sending it to you for diagnosis and repair, may also be welcomed. Customers may use a business directory to search for a mobile phone repair service. Registering your service with both online and hard copy business directories such as Yellow Pages (www.yelldirect.com) can provide a way for potential clients to contact you. Capital Mobile Phone Repair Service will promote the store opening. We will advertise in the university daily student newspaper as well as the university advertising flyer. In the advertisements for the store opening, we will have a 20% off coupon for product purchases over twenty dollars. We will continue this discount for the first month of operation. Competitive Edge The Capital Mobile Phone Repair Service' competitive edge is: 

Location: Capital Mobile Phone Repair Service is located on Main Street, just a half block from campus. The foot traffic on Main Street is very strong. Capital



Mobile Phone Repair Service is sandwiched between a popular student cafe and Statesville University Books. Customer Service: John Smith, owner of Capital Mobile Phone Repair Service, has been the manager of the Statesville University electronics department for the past four years and is very familiar with his target customer base. He has an excellent reputation for customer service. Most importantly, the store location will improve customer satisfaction when problems with product or service occur. Customers will value the ability to come into the store between classes to resolve any problems that come up.

Sales Strategy The sales strategy of Capital Mobile Phone Repair Service is simple. The key to customer satisfaction is having the product and services that meet the customer's needs. A crucial part of that is to also have knowledgeable employees to help customers find what they want quickly. Sales Forecast The following are the revenue generating areas.   

Cell Phone Repair Services Cell Phone Accessories Cell Service Plans

Management Summary John Smith, owner of Capital Mobile Phone Repair Service, has been an employee of the Statesville University Books for the past eleven years. {Your details} He was the electronic department's first manager in 1996. Since then, the department has grown and John supervised this growth and developed a reputation as an outstanding manager. John will manage the daily operations of Capital Mobile Phone Repair Service. Personnel Plan Capital Mobile Phone Repair Service will have a staff of four:  

Manager; Store Staff (3).

Are you suited to this type of business? The mobile communications industry is constantly changing and new technologies are continually being developed and applied to mobile phones. It is therefore essential that anyone wishing to start a mobile phone repair service has an interest in, and a willingness to keep up to date with, these changes and how new technologies work. A keenness to undertake continuing professional development (CPD) or regular training to update your skills is also recommended. You should be practical, good with your hands and enjoy 'close' work, particularly as you will need to diagnose and repair faults with small electronic components. Electronic components are sensitive and it will be necessary to ensure your workplace is clean and sterile so that you don't contaminate these parts of the phone. Good problem solving skills will be necessary when diagnosing difficult faults and you should adopt a methodical approach to ensure your work is completed to a high standard and within an agreed timeframe. As you will tend to work alone, a self-reliant attitude and the ability to think on your feet are also required. The ability to explain complex repairs in clear, easily understood language will be welcomed by many customers, as will a polite, customer-focused manner. You must be comfortable dealing with a diverse customer base and will require an aptitude for arithmetic when estimating and quoting for potential jobs, as well as when taking payment from customers.

Telecommunications • • • •

Telecommunications includes voice, video, and Internet communications services. Despite increasing demand for telecommunications services, employment will decline as productivity increases rapidly. With rapid technological changes in telecommunications, those with up-to-date technical skills will have the best job opportunities. Average earnings in telecommunications greatly exceed average earnings throughout private industry.

The telecommunications industry delivers telephone, television, Internet, and other services to customers throughout the United States. Providing the primary means of communication to virtually all businesses, households, and individuals, telecommunications firms supply an essential service to the U.S. economy. In addition to offering traditional services such as wired phone and cable TV, telecommunications companies also offer services such as cellular phone, broadband and mobile Internet, and satellite TV, among others. The telecommunications industry is divided into four main sectors: wired, wireless, satellite, and other telecommunications establishments. The largest sector of the telecommunications industry continues to be made up of wired telecommunications carriers. Establishments in this sector mainly provide telecommunications services such as such as wired (landline) telephone, digital subscriber line (DSL) Internet, and cable TV and Internet services. These organizations route TV, voice, Internet, data, and other content over a network of wires and cables, and control access to this content. They may own and maintain networks, share networks with other organizations, or lease network capacity from other companies. Establishments in the telecommunications industry, however, do not create the content that is transmitted over their networks, such as TV programs. (Establishments that create television programming are described in the Career Guide sections on the broadcasting and motion picture and video industries). Wired telecommunications also includes direct-to-home satellite television distributors and a variety of other businesses. Wireless telecommunications carriers provide telephone, Internet, data, and other services to customers through the transmission of signals over networks of radio towers. The signals are transmitted through an antenna directly to customers, who use devices, such as cell phones and mobile computers, to receive, interpret, and send information. A large component of this industry segment consists of companies that provide cellular phone service, which has grown rapidly over the past decade. Another component includes establishments that deliver mobile Internet services to individuals with Internet-enabled cellular phones and computers. Satellite telecommunications establishments are made up mostly of government and private organizations that transmit a variety of data through satellites, including photos of the earth, messages to and from public safety officials, and a variety of other information.

Direct-to-home satellite TV providers, however, are classified with wired telecommunications. Other sectors in the telecommunications industry include telecommunications resellers, as well as operators of other communication services ranging from radar stations to radio networks used by taxicab companies. Telecommunications carriers are expanding their data transmission capabilities, known as "bandwidth," by replacing copper wires with fiber optic cables. Fiber optic cable, which transmits light signals along glass strands, permits faster, higher capacity transmissions than traditional copper wire. In some areas, carriers are extending fiber optic cable to residential customers, enabling them to offer cable television, video-on-demand, faster high-speed Internet, and conventional telephone communications over a single line. Wireless telecommunications carriers are deploying several new technologies to allow faster data transmission and better Internet access in an effort to make them more competitive in a market that includes wired Internet carriers. With faster connection speeds, wireless carriers can transmit music, videos, applications, and other content that can be downloaded and played on cellular phones, giving users mobile access to large amounts of data. In addition, as use of this mobile technology increases, wireless companies continue to develop the next generation of technologies that will allow even faster data transmission.

Strategic Direction SWOT Analysis This is a summary of the business's most important strengths, weaknesses, opportunities and threats. Strengths of the Business Excellent quality product "Which means that" Adds to reputation. Good management skills. "Which means that" Well run business Good ability to extract information. "Which means that" Can control the business.Weaknesses of the Business New Player. "Which means that" Credibility problem may affect initial sales Lack of systems "Which means that" The company needs to develop systemised operational & sales techniques or sacrifice profits Opportunities in the Marketplace Add-on products such as ** "Which means that" A potentially enormous market for {YOUR COMPANY NAME} to tap into. Growing market segments. "Which means that" {YOUR COMPANY NAME} should target these segments. Threats in the Marketplace

Increasing supplier prices. "Which means that" Resulting in reduced profitability. Declining size of the ** segment. "Which means that" Need to focus on growing segments to spread the company's portfolio

The Actual Plan Business Objectives Corporate Objectives (Goals) Short Term Corporate To achieve a sales level of $xxxxx To achieve profit level of xx% Long Term Corporate To achieve sales in 201B of $xxxxx To achieve sales in 201C of $xxxxx To achieve sales in 201D of $xxxxx Marketing Objectives (Goals) {your product} #1 Segment: #2 Segment: #3 Segment: Other:

To achieve sales to $xxxxxx To achieve sales to $xxxxxx To achieve sales to $xxxxxx To achieve sales to $xxxxxx

New Products To evaluate and launch new products or services which will turn over $xxxxxx in the first year. Other Objectives (Goals) To not exceed a marketing budget of $xxxxxx To not exceed a payroll budget of $xxxxx To not exceed a general overhead budget of $xxxxxx The major task objectives for each area of the organisation, together with responsibilities and timings are detailed in the Roll-Out Plan.

Marketing Plan MARKETING OBJECTIVES Sales Objective

To achieve sales by XX% to $XXX

Sales Objectives by Market Segment. #1 Segment: #2 Segment: #3 Segment: Other

To achieve sales to $xxxxxx To achieve sales to $xxxxxx To achieve sales to $xxxxxx To achieve sales to $xxx

PROMOTIONAL STRATEGIES Print Advertising Develop a corporate brochure. June 201A Advertise in local publications Jan 201A Advertise monthly in magazines that are specifically targeted to the ** and ** segments. Jan 201A Advertise monthly in magazines that are aimed at the general industry. Jan 201A

Lead Generation Program Conduct monthly on-going lead generation program. Send out monthly direct mail leaflets with response coupons. Qualify leads and make appointments by using telemarketing staff. Oct 201A "Centres Of Influence" Program

Personally contact at least ten potential partners each week. Produce a monthly newsletter that shows examples of (your products) and how customers have benefited from using them. Oct 201A PR Program PR release to be initiated each month to various trade journals and magazines. Jul 201A Sales Force Employ telemarketing staff. Sep 201A Employ sales specialist for ** segment. Mar 201A Implement a new structural program for the sales force, allocating sales reps to accounts and segments rather than area. Jan 201A Organise training program to be implemented. Jan 201A Lost Customers Contact monthly all past customers that have not re-ordered to ask why not and see whether we can win back their business. Dec 201A Follow up Enquiries Contact all enquirers monthly and determine if they have purchased from a competitor and, if so, why. Dec 201A Existing Customers Follow up all new customers two weeks after they purchase to ensure they are satisfied with the product. Jul 201A

Send quarterly newsletter to existing customers to keep them informed of our other products. Jan 201A Try and up-sell all enquiries for our standard range to our premium range. Feb 201A Sales Promotion Develop an ongoing sales promotion to target existing customers. Aug 201A

PRODUCT STRATEGIES Warranty Extend the warranty from xxx years to xxx years. Jan 201A PRICING STRATEGIES Price Level Maintain price level in all segments at xx% compared to competitors. Jul 201A Discounts Offer x% discount for ... Jul 201A

GENERAL MARKETING STRATEGIES Competitor Profile Keep updated competitor profile. Jun 201A Marketing information system

Document on every enquiry "How did you hear about us?" Jul 201A Document on every order "How did you hear about us?" Jul 201A Produce monthly sales reports by product, by market segment, by territory and by sales representative. Mar 201B

Financial Plan FINANCIAL

Next Year's Objectives

Net Profit Gross Profit

To achieve forecast net profit of $xxxxx. To increase the average gross margin for all products from xx% to xx%.

Budget

To not exceed the following expense budgets.

Marketing Budget Payroll Budget Management Overheads

$ xxxxxxx $ xxxxxxx $ xxxxxxx

FINANCIAL STRATEGIES Cash Flow Eliminate cash shortage in the traditional tight periods of December to January Jun 201A Collection Days Reduce the average collection days from xx days to xx days. Jun 201A Payment Days

Maintain payment of bills, on average, to xx days. Jun 201A Expenses Develop and implement new policies on approval and signatories on expenses. Mar 201C Leases Pay off the existing lease on capital equipment, thus reducing the monthly financial burden. Jun 201A Overdraft Reduce the overdraft from $xxxxxx to $xxxxxxx Jun 201A Wages Pay all wages on a monthly basis instead of weekly. Jan 201A New Equipment Organise funding for the $xxxxxxx expenditure on new equipment. Jan 201A Payback Ensure a payback on new equipment through sales of one year. Jun 201B Inventory Improve the number of stock turns to xxxxx a year. Jun 201A Rent Negotiate new terms on the premises and reduce existing payments by xx% Aug 201B Bank Charges

Renegotiate with the bank and consolidate some outstanding loans with lower interest rates. Aug 201B

Organisational Plan ORGANISATIONAL AND MANAGEMENT Next Year's Objectives Budget Staff

To not exceed the payroll budget of $xxxxxxx To employ or re-deploy a total of xxxxx fulltime and part-time staff over the next year.

HUMAN RESOURCE STRATEGIES Organisational Draw organisational chart. Aug 201A Develop incentive scheme related to job requirements. Aug 201A Policies and procedures Develop policies and procedures manual. July 201A Employ or re-deploy staff Employ telemarketers. Sep 201A Employ one specialist ** salesperson. Mar 201A Employ one marketing assistant. Feb 201A Employ one accounts receivable person.

Jul 201A Training Carry out training needs analysis. Jan 201A Morale Install suggestion box. Jan 201A Organise monthly meetings to follow up tasks Jan 201A