| Business Name 1 | Business Name 2 | Business Name 3 |
Market Share | Very small percentage of a large industry – based on industry statistics and business turnover, market share is less than 0.00001% | Very small percentage of a large industry – based on industry statistics and business turnover, market share is less than 0.00001% | Wholesaler of imported giftware to a large number of retail outlets – statistics on market share unavailable |
Major Customers | R.G. Madden (a line of giftware stores in Australia) nationally and Brazen (a boutique giftware store in Melbourne) | Small number of retail outlets and general public through market stall sales | Upmarket giftware retail outlets. Supply a small amount of stock to Myer (large dept. store in Australia) |
What do their customers think of them | Generally reliable and very good quality product | Constantly late in delivery, generally friendly and reasonable prices | Very reliable and usually deliver stock in a timely manner |
Pricing Policy | Usual mark-up is 75% but currently offering 15% discount on all stock to ‘get it moving’ | Usual mark-up is 100%. Retail stores and customers purchasing in bulk receive 10% discount | Mark-up varies based on product. Averages between 60% - 85% |
Financial Strength | Currently over $5000 in debt due to business start up costs | Family business with low overheads | Speculation – large factory warehouse. Assume business is on stable footing |
Product / Service Range | A variety of picture and mirror frames custom made to suit requirements and décor | A variety of kitchen and bathroom containers | Vases, frames, candles and a variety of other trinkets targeted at the upmarket homeware and giftware market |
Product / Service Quality | Exceptional quality – if a product isn’t perfect, it isn’t offered for sale | Very good quality, could find no fault with products | Mass produced stock, initial inspection indicates good quality |
Customer Loyalty | Repeat business from photographers, artists and other businesses that require custom frames | Due to large number of matching products, customers try to buy entire range to ensure continuity in their kitchens | Regular orders from retail outlets to whom they supply stock |
Brand Recognition | Very distinctive products but very little brand recognition as this is a start up business just establishing themselves in the marketplace | Original design but not very distinctive. A number of products like them in the marketplace | Common range of products, can be found in any upmarket homeware and giftware store |
Length of Time in Business | 18 months | 3 years | 7 years |
Alliances | Fencing contractor supplies leftover wood for frames | No alliances | Share premises with another wholesaler and they sometimes share leads |
Premises / Location | Address, phone number and website details go in here | Address, phone number and website details go in here | Address, phone number and website details go in here |
Research & Development | Constant experimentation | Only changes product if asked to do so by customer – no research undertaken to ascertain market trends | Company Director tours overseas twice a year to source new products – mainly Asian and America |
Plant and Technology | Latest equipment in good condition. Well organised home-based workshop | Well organised home-based workshop | Small but very classy showroom |
Manufacturer, Wholesale, Service, Retail | Manufacturer and Wholesaler | Manufacturer and Wholesaler | Wholesaler |
Advertising | Business cards Tags on products Informal networking | Business cards Weekend market stall | Business Cards Advertisement in Yellow Pages Industry periodicals |
Customer Service | Reliable and friendly, said to be good on follow-up | Generally friendly, no after sales service. Often late on delivery | Overly friendly, very pressured sales environment |
Positioning | Tag line goes in here | Tag line goes in here | Tag line goes in here |
Number of Employees | No employees, only self works in business | Family business, husband and wife team | Shares receptionist with adjoining business, two sales people and two delivery drivers |
Distribution Methods | Delivers in person if in Melbourne or uses registered post for interstate orders | Deliver stock to retailers themselves. All Melbourne based customers | Delivery drivers deliver stock to retailers. Occasionally retailers will pick up orders to save on delivery charges |
Patents | Has licence on back of frame but no patents | No licences or patents | Not applicable |
Sales Tactics | Door-to-door sales and direct sales tactics | Market stall, informal networking | Customers come to warehouse after exposure to advertising |
Growth | Currently expanding interstate and investigating opportunities for export | Not looking to expand any further | Always looking to capture new retailers to sell products but not pro-active in sourcing |
