Case Study  

   

                 The Logo Company

 

                    Screen Printing

 

 

Case Study - Hypothetical

The Logo Company

The information below was extracted from the Business Plan

Our Business : Screen Printing

 

Location:
Windsor : Soutwest corner of Bloomfield Avenue and I-91. Within 10 minutes of downtown Hartford to the south and Bradley International Airport to the north. Harford Area is; #1 in Nation in GDP per capita; #17 in Nation in real estate markets for business expansion; #5 in Nation for attracting venture capital; #2 in labor productivity in the world.

 

 

Products and Services

 

Prints-on: T-Shirts, Tote Bags, Signs, Hats, Sweat Pants, Sweatshirts, Gift Bags, Jackets, Uniforms Aprons,  Coasters and much more!

Describe your industry

 

Nature of the Industry : Bureau of Labor Statistics

 

To whom will you market your products?

 

Major: Educational Institution  ( CCSU, WCSU, ECSU,SCSU,UHart,)

Secondary : Churches, Non-For-Profit ,  bands, baseball teams, family reunions, etc

 

 

Operational Plan

 

Production techniques and costs

 

What is Screenprinting?


There are only four things you have to be able to do to be a successful screenprinter in the printing sense:

 

  • Artwork in the form of a film positive

  • Make a screen

  • Print the screen

  • Dry the item

 

Forecasting

 

Good Forecasting Requires Good Judgment
 

Nobody knows the future; we are all just guessing.

 

à Good Judgment ! How?

 

Information : Gather as much as possible about your business

Competitors

Trade publications

Sales representatives

Phone book, Yellow Pages

Trade suppliers

Downtown business associations

Chamber of Commerce/Board of Trade

City or Municipal Hall

Local Government Agent's office

market research

Franchise

 

Suppliers

Customers

 

 

Realistic assumptions

 

What is involved in cost forecasting and cost analysis?

In preparing a budget, we need to forecast two types of costs: fixed and variable

 

 

One of the most important ways to classify costs is by how they behave in accordance with changes in increased sales, extended hours of operation or another measure of activity. Thus, most costs can be classified as “variable”, or ”fixed”  costs.

 

Variable costs vary in direct proportion to changes in activity.

Utility costs vary depending upon the hours during which the business premises remain open.

 

Other variable costs are materials used by a factory or gasoline expenses based on the mileage driven.

 

Fixed costs remain relatively consistent regardless of changes in activity. Examples here would include rent, insurance and property taxes.

 

Indirect Cost : are costs that are not directly accountable to a particular function or product. (Advertising , Overhead , Electricity,  insurance , labor, real estate taxes are indirect costs)

 

 

Direct Cost : cost that can be directly traced to producing specific goods or services.(labor and materials that can be identified physically in the product produced)

 

 

What are my screen printing job set-up costs?

Film positives :  8 1/2 x 11 Film positives are 55 cents each.

Screen :  13 cents per screen/color

Ink :       15  cents per job/color

(1 gallon = 3785 Gram, Medium size logo takes about 20 grams .

 Gallon will produce about 190 one color Logo)

 

T-Shirt :    $1.90 each.

 

Sweatshirt $11.98 each

 

Direct Fixed costs ( One Logo , Two-  color Job)

Film positives      2*0.55=$1.10

Screen                  2*0.13=$0.26

Total                                               $1.36

Direct Variable costs

Ink                         $0.15*2=$0.30

T-Shirt                   $1.90

Sweatshirt             $11.98

 

 

Expenses/Costs

 

Estimate your occupation expenses, including rent,  maintenance, utilities, insurance, etc

 

Expenses/Costs Annual ($) Monthly Expenses ($)
Salary of owner-manager 23,740 1,978
All other salaries and wages 31,490 2,624
Rent 14,400 1,200

50% due at the signing date

50% due six months later

Advertising 500 42
Delivery expense 6,000 500
Supplies (office & operating) 600 50
Telephone 300 25
Other utilities 1,200 100
Insurance 960 80 100% due at the signing date
Repairs and Maintenance 250 21
Web Site 120 10
Miscellaneous 1,200  100

 

Personnel
  1. Printing Machine Operator
  2. Sales Representative (Owner)
 

Buying:

 

à Talk to your Suppliers

 

à How much of each will you buy? From whom?

 

àAre you getting the best deal?

 

àCan you return unsold merchandise?

 

àHave you a stock control plan to avoid overstocks, understocks and out of stocks?

 

àHave you established a line of credit with each supplier?

 

àHow must you pay? C.O.D. “collecting the charges upon delivery”? 30 days? 60 days?

 

For The Logo Company

 

Local Suppliers

 

Just in Time Inventory

 

C.O.D

 

 

Marketing Plan

 

Copyright © 2006 Thomson Business & Professional Publishing. All rights reserved.

Single-Segment Strategy

 

A strategy that recognizes the existence of several distinct segments but focuses on only the most profitable segment.

 

Company Goals and Objectives

 

First year Goal is to produce T-Shirts and Sweatshirts.

 

Company strengths and core competencies

 

Quality, Service , Online Store and Choices ( Color , Brand, Logo)

 

 

Survey - Consumer preferences : Students would like to have their own customized Apparel

 

 

Sales Forecast

 

Sales forecasting is the process of organizing and analyzing information in a way that makes it possible to estimate what your sales will be.

 

à Use past data if you have it!

 

à  Marketing Research

 

Linking Variable
Source
Estimating Value   Market Potential
Target population The Connecticut Department of Higher Education   137,770
Target college students preferring customized Screen printing Apparel
Student survey in a marketing research class 
75.00%
103,328
Convenience-oriented students likely to purchase T-Shirts or Sweatshirts within next month
Personal telephone interview / Student survey
60.00%
61,997
People who say they are likely to purchase who actually buy
Article in Journal of Consumer Research 
45.00%
27,898
Average number of T-Shirts & Sweatshirts  bought per year
Student survey
3
83,695
Our market share   20.00% 16,739

 

 

What the Bookstore has on the shelves?

 

      Size      
  # Logo Color S M L XL XXL On the shelves # Bookstore # Unit
T-Shirts 20 2 6 6 6 6 3 1,080 10 10,800
Sweatshirts 5 4 8 8 8 8 3 700 10 7,000

 

 

 

Sales Forecast ( Monthly - Unit)
  Best Guess Worst Case
  T-Shirts Sweatshirts T-Shirts Sweatshirts
January 0 600 0 450
February 0 600 0 450
March 900 400 675 300
April 1,100 400 825 300
May 1,500 400 1,125 300
June 1,500 400 1,125 300
July 1,500 400 1,125 300
August 1,800 800 1,350 600
September 1,800 800 1,350 600
October 0 600 0 450
November 0 600 0 450
December 0 600 0 450
Total 10,100 6,600 7,575 4,950

 

 

Collection patterns

 

30 days