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The Editors GMP team Bucks New University

Marcello Belometti

Giovanni Fila

Phoebe Scott

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The aim of this report is to provide a detailed explanation of the plan for the launch of an online business idea called with the brand name of Cyclexx. Firstly the functions the design of main product offered by Cyclexx will be described in detail as well as the target market. Secondly the Cyclexx website will be fully analized in terms of contents, design and value offered to the customer. Thirdly, the report will deal with the marketing techniques that will be used to promote the products and build traffic to the website. Finally, a five-year financial plan will be presented in a chronological order. The main product offered by Cyclexx will be a mobile App for Cycling and secondly technical clothing and a website rich of content.

URL: www.cyclexx.com

Vision We want to give cycling enthusiasts a the opportunity to live a unique experience. To give them the opportunity to train like a pro. We want them to know the secrets of cycling. We want them to reach new levels of fitness. We want them to be part of the Cyclexx Nation. Cyclexx, take it to the max. 3


Mission Within the next 3 years, Cyclexx.com will become one of the top 5 applications in the world of nonprofessional cycling reaching the goal of 100.000 paid app downloads in by the end of 2017. Having developed a loyal customer based and strong brand equity, Cyclexx will launch its own cycling clothing brand in the 4th year of activity and the store will be switched from an aggregator to a one brand store.

5 year plan Year 1 - 2013 The focus will be on the app Objective: 5000 paid version apps download

Year 2 - 2014 Main focus still on the app but the importance of the store will increase Objective 1: 10000 paid versions apps downloaded Objective 2: £5000 store revenue

Year 3 - 2015 The marketing effort t equally split between the app and the store Objective 1: 15000 paid versions downloaded Objective 2: £10000 store revenue

Year 4 - 2016 Launch of the XX brand clothing line Objective 1: £30.000 store revenue Objective 2: 25.000 paid version apps downloaded

Year 5 - 2017 Improvement of the clothing and accessories range Objective 1: £ 60.000 store revenue Objective 2: 40.000 paid version apps downloaded 4


A face to face survey has been conducted in the Wycombe city centre on Saturday April 21st 2012. The questionnaire consists in 6 closed questions. 1. 2. 3. 4. 5. 6.

Do you practice any sport? How many time a week do you practice? In your opinion, what is your fitness level on a 1 to 10 scale? Do you think your training sessions need to be monitored? Would you be interested in professional assistance during your training? Have you ever used a mobile app for sports? If yes which one?

The surveyors interviewed a total of 40 people trying to reach a balance between sexes and age ranges.

Demographics Gender 27

33

Males Females

25 20 15 10 5 0

Age 21 13

16

9

16-25

26-35

36-45

46+

5


1. Do you practice any sport?

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38% of people interviewed practice a sport, 60% of those are men.

37 yes no

2. How many time a week do you practice? 12

10

10 8

6 4

5

5

2 to 3 times

once

Young males aged 16-35 are the more active range of population followed by 24-35 females.

3

2 0

more than 3 times

less than once 6


3. In your opinion, what is your fitness level on a 1 to 10 scale? 12 10 8 6 4 2 0

The perceived fitness level is usually low, especially among women.

1 to 2

3 to 5

6 to 8

9 to 10

4. Do you think that monitoring your training would improve your fitness?

Yes

The response is mainly positive, especially among younger respondents.

No Don't know 7


5. Would you be interested in professional assistance during your training? Almost 50% of respondents answered positively but a significant part prefer training alone.

Yes No Don't know

6.

Have you ever used a mobile app for sports? If yes which one? The most used app among respondents is Nike+

Yes No 8


Target market Non-professional road cyclers and mountain bikers, especially cycling enthusiasts and amateur racers who strive to improve their fitness an love outdoors and social life. The target market is biased towards 16-45 ABC1 people, especially man but the number of female cyclists is increasing.

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App value proposition content Every content and feature is designed under the supervision of professional cyclists and experts.

customization The app is highly customizable being programmed to adapt to user characteristics. The customers can choose hundreds of different settings and programs based on their needs.

community The Xxapp is a social app: every activity can be shared live with friends an community.

choice The Xxapp is optimized for the three main smartphone operating systems on the market: iOs (Apple), Android and Blackberry OS.

convenience All the benefits of a GPS navigator, a training monitoring device and a personal trainer in one App.

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Free version app Track Distance, Time, Pace/Speed and Splits Track your workouts and see your progress real-time with easy-to-read metric screens. Swipe through to see maps, charts, and other stats. Complete Route Mapping See your routes and progress real-time with an overlay of key metrics. Listen to Voice Feedback as you Workout Hear pace / speed, distance and elapsed time when you reach selected distance or time milestones See Your Results and Charts for All Workouts View overall stats (pace/speed, distance, time duration and more) as well as pace charts, route maps, and split breakouts. Share Results, Charts and Maps E-mail your workout results or post them to Facebook. iTunes Music Integration Listen to music with full access to iPod playlists while working out. Play Pandora or other music apps in the background.

Sync Data to Web Locker or ICloud Never lose your data with automatic cloud back up. Syncs all devices so you have all your data on your 11 iPhones, iPods or android smartphones.


Paid version app TRACK Cyclometer continually records your time, location, distance, elevation, and speed - years of workouts only take up the space of a few songs. Stop and start recording on-screen, with your earphone remote, or with automatic stop detection. VISUALIZE View your workouts on a calendar, and organized by routes and activities. Summarize your statistics by day, week, month, year, and overall. Analyse your split, interval, and zone performance.

HEAR Monitor your progress with more than 120 configurable announcements including distance, time, speed, and elevation. Announcements may be heard automatically at time or distance intervals, or on-demand with your earphone remote. High quality voices may be downloaded for hearing replies from Twitter and Facebook. RACE Compete against your previous workouts along a route, or import and compete against other people's workouts. See your virtual competition on a map and in graphs. Hear announcements of how far you are ahead of or behind your competition. 12


PLAN Design your own training plan, or use one of our 5K, 10, Half, and Marathon running plans. Synchronize your plan with your iPhone calendar and your online calendars. TRAIN Keep on track with extremely configurable interval training, zones, and targets. Set up repeating intervals, pyramid intervals, or tempo workouts. Hear announcements that keep you in the zone. Analyse your split, interval, and zone performance. SHARE Use email, Facebook, and twitter to share Google Maps of your workouts, automatically updated every few minutes. Have emails automatically sent to keep friends notified of your location and progress. During your workout, hear replies from personal trainer and friends spoken using text-to-speech technology. Share your workout calendar with your friends. IMPORT/EXPORT Import a route or virtual competitor. Export complete summaries of your workouts. CHALLENGE THE COMMUNITY Challenge your friends. Create a team and challenge other teams of the Cyclexx Nation and win prizes. IMPROVE Cyclexx gives you the data that helps you achieve your goals, whether it's to cycle a park or a century, run a mile or a marathon, or walk a block or a march. 13


Application Design OBJECTIVES OF DESIGN Customer Acquisition The social features of the app and the possibility to challenge Facebook friends make the Xxapp a great

Customer retention The app constantly delivers meaningful content tailored to the user needs prompting the customer to use the app features on regular basis. Customer expansion The customer using the app have a personal profile on the website. Commercial messages promoting the Cyclexx store products are conveyed through their profiles.

KEY VARIABLES Quality of content Every aspect of the app is thought by cyclists for cyclists, as a result the content is meaningful and perfectly tailored to the target market.

Ease of use The app is thought to be extremely intuitive and simple to use during the sportive activity.

Frequent updates The “personal trainer� function is constantly improved with content edited by cyclist professionals and experts. 14


Aesthetics App design is consistent with website in terms of design, font and colour scheme Company logo is present on pages where it will not interrupt viewing ability or ease of use in terms of design Colours are consistent with company’s colour scheme, products and target audience and are eyecatching White or coloured text on a black background allows the user to easily read the information and contrasts in a way that is eye-catching and aesthetically pleasing Font is an adequate size and easy to read Limited blank space but not so filled up that it becomes hard to read or see the layout Homepage design follows colour scheme with easy to access links to different areas of the application.

Navigator Page The GPS tracker give the users thei exact position. They are also capable to keep an eye on how they are performing by looking at the right column of the phone where the app shows them things such as speed, cadence, power their using, heart rate, and checkpoint. The bottom side on the phone shows the different slopes of the road travelled and to go. 15


Customer orientation Homepage contains three links to different sections of the application making navigation easy Users are able to clearly identify any interactive links. Links to social networking sites are easy to find on pages where this is an option and users are able to select “read more� if they desire which is also easy to find.

Navigation No masthead for user to navigate while on different pages however upon opening the application there are clear entry points to the three main sections If there is an option to scroll down a page, the navigation is clear and placed directly at the bottom where the user’s eyes would fall if they were reading down the page.

Segment Performance page This page is focused on the user performance in a specific section of a training session. The app gives customers advice on how he should be doing to perform better in the following section. 16


Interaction User is able to interact with the application by selecting from the homepage which section they wish to access High level of interaction is present throughout the entire application as its main purpose is to interact with the user’s cycling. User is able to easily share progress and performance reviews on Facebook and twitter using links on the application’s page User is able to build a profile and application can record progress.

Usability Simple layout and design of the application makes it easy for the user. Easy to access user’s personal profile from the homepage as well as links to other areas of the application.

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Competition Apps

These are three of the principal cycling apps currently in the market.

Comparison with Cyclexx Graphically the Cyclexx app is more clear and intuitive if compared to the competition. Unlike the majority of apps, the Cyclexx app is optimized for the three main mobile operating systems on the market hence is suitable for the majority of mobile devices.

Another important factor regarding the Cyclexx app is the cost: ÂŁ3.99 is under the average of the top market app prices that is to say value for money. 18


Website goals • Brand and relationship building Website SERVE Cyclexx wants to provide a great web experience as well as the customers satisfaction. To ensure this the website is structured to be always updated for our users through articles, news, features stories, blogs conducted by professional, and the XX app.

SPEAK The goal is to build a community and therefore Cyclexx offers the “sign up” module to become a member in the Cyclexx website. At a later time this will than give to users the possibility to share experiences and comments as well as videos and picture throughout the XX Forum and the XX Blog.

SIZZLE Cyclexx offers a great web and mobile experience with the Xxperience and the challenge. In an online community people can compare their result, statistics, and achievement. The “My clyclexx” section is a completely personalized section of the website. In addition, the “Cyclexx Personal trainer” can follow the user in every moment of his training with constant advices and suggestions.

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Transactional website

SELL The website will have a well provided online shop in the “Store” section which will be focused on technical gear and bicycle components.

Website design OBJECTIVES OF WEBSITE DESIGN • Customer Acquisition • Customer retention • Customer expansion

KEY VARIABLES • Quality of content • Ease of use • Frequent updates 20


Online Value proposition content Constantly updated and meaningful content tailored for cyclists and conceived by professional and experts.

customization Cyclexx offers a unique experience providing fully customizable features such as the MyCyclexx page.

community Cyclexx is focused on community. The goal is to create a dynamic community, of cycling enthusiasts through the Challenge page.

choiche Wide range of products offered: software, technical wear, and bike components.

convenience Cyclexx is a magazine, a blog, a forum, a community, a personal trainer, all in one website. 21


NAVIGATION STRUCTURE Cyclexx. Com will have a Broad ad shallow navigation structure with no more than 3 clicks from the homepage to the any other page of the website resulting in a dynamic navigation flow. Pages present a fixed template consisting in a masthead and a footer: it provides users with global navigation links at any time improving overall usability. Site structure navigation: masthead Functional navigation: footer Dynamic navigation: search bar Direct navigation: shortcut links

Home Store

XXPerience The Challenge

My Cyclexx

XXblog XXforum

Personal Trainer 22


Aesthetics •

The Web design has personality

Company logo is prominently placed

Styles and colours are consistent with products and target audience

Ads are unobtrusive

Adequate text/background contrast

Font size/spacing is easy to read

Homepage The cyclexx.com homepage presents a balanced mix between contents and commercial messages. Five sliding images linked to the most important daily topics are prominently positioned in the centre of the page and are hyperlinked to other pages. The masthead banner is sponsored while the lateral banner promotes the brand store products. 23


Customer Orientation •

Clear path to company info

Navigation Labels are clear and concise

Number of buttons is reasonable

Links are consistent and easy to identify

Site search is easy to access

Main copy is concise and explanatory

URLs are meaningful and user friendly

Fixed templates

Cyclexx Store page The page is based on the principles of dynamicity and ease of use. 24


Navigation Site structure navigation Masthead: fixed template for the first level pages, gives the visitor the possibility to have the main features of the website always in sight.

Functional navigation Footer: fixed template, provides a site map to guide the visitor in every moment of the navigation.

Dynamic navigation Search bar: clearly visible, quickly recognizable and easy to use. The auto fill feature enhance the quality of the navigation; the search bar can also memorize the customer preferences.

Direct navigation Shortcut links: the visitor can reach every page of the website within 2 clicks hence the navigation is extremely dynamic. 25


Usability Simple layout and design of the application makes it easy for the user. Easy to access user’s personal profile from the homepage as well as links to other areas of the application

My Cyclexx page My Cyclexx is the personal page of Cyclexx App users. Customers can have every aspect of their performances in sight. Users can access the historic database of their previous performances and assess their progress.

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The Challenge page This is the social part of the Cyclexx website. In this page users are able to monitor their team performance and their personal and team position in the general standings. Users can check statistics and positions of their leagues and the general tournament. Everything can be shared on social networks.

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Data Capture window Registration gives visitors the opportunity to access all the benefits of the website and provides Cyclexx with the users’ personal data. The data will be collected in a database and used by Cyclexx to customize the content on the base of user characteristics.

email

Sign up

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Websites Bicycling.com Bicycling is the world's leading cycling magazine and connects with millions of active, affluent professionals for whom cycling is the centrepiece of a vibrant, experiential lifestyle. Bicycling is a unique combination of travel, gear, fitness, style and award-winning stories

Aesthetics: The website in terms of web design, placement of the logo, styles and colours used, and background contrast is generally good. The website spacing is positive and is easy to read though the website pages. On the website homepage the features, images, latest news, stories and blog or videos are in the right position and easy to find and click on it. The ad banners are concerning the topic and placed correctly. 29


Customer orientation: Bicycling has a good customer orientation which gives to users a clear and concise navigation and the site search is easy to access. There is also a very useful website info space at the bottom such as help or services. The number of buttons is high but at the same time is easy to identify all the links. Navigation: The structure of navigation is clearly displayed at the top of the page.

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BikeRadar.com Bike radar is the world's most comprehensive cycling website. Whatever type of cycling you're interested in, it has got loads of reviews, routes, fitness and technique tips, news and a lively forum. Aesthetics: The website design is very balanced in terms of contents and commercial messages in a way which ads are unobtrusive and well placed. The company logo has a good design, is easy to see and well placed as well. There is a good background contrast and is easy to read within the website without getting confused. On the homepage the various features are easy accessible and easy to find. 31


Customer orientation: The website has a clear path to company information at the bottom of the page. The site is easily accessible and inside it has a easy navigation structure that facilitate users in the navigation. There are an high number of links within Bike radar and therefore the number of clicks can be relative elevated even if, at the same time, is easy to find what is been looking for. Navigation: The navigation has many useful shortcut links that help users to be faster but the main navigation structure is displayed at the top of the page.

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Pedaling.com Pedaling offers information about safety, gear, tours and cycling events. National and international bicycle tour companies as well as bicycle gear companies support the website with advertisements and information. Pedaling offer the possibility to people to create and search for routes where is it possible to find great event for cyclist.

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Aesthetics: The design in Pedaling is very different. The contents in the homepage are images where users have to click on it to get inside the different pages. In this case the ads are all placed on the right side of the screen and their all concerning the world of cycling. Everything is easy to read as well as a good company logo position. Customer orientation: The website is easily accessible with a different, but still easy way of navigation that is for certain more interactive for users. There is a clear path to company information at the bottom of the page and the number of clicks is reasonable.

Cyclexx.com-competitors comparison Cyclexx website will try to integrate the best features that have been mentioned in the competitors website overview: • deep brand and website personality, • ease of use, • intuitive website structure

In terms of value offered, Cyclexx.com provides a wider range of contents and functionalities being focused on cycling information as well as on the commercial side (store) and personalized features (XX app).

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ONLINE PR Online PR is the most important part of the Cyclexx Promotion and traffic building activity. Through PR activities Cyclexx wants to create online interaction and dialogue with clients and potential customers in order to engage them, get insights about the audience needs and wants and influence their future actions. The goal is to make customers part of a broad network.

Objectives • Extend reach and awareness of the cyclexx brand within the target audience • Generate back links vital to search engine optimisation • Engage customers and connect them to the organization • Connect users to each other 35


Online PR Activities Brand Engagement Activities • Social Media • Personalized content • Survey and polls

Search Marketing Activities • Blog • Feeds • Widget

Brand Protection Activities • Social Media Monitoring • SEO and PPC protection

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Social Media The use of social media will be a key factor for Cyclexx. Facebook and Twitter are fundamental to reach one of the main goals of Cyclexx: building a community.

Facebook Facebook will be used as a tool for “The Challenge�: users will able to create groups, challenge friends or other groups, share and compare their results. On the other side Twitter will be useful to generate a direct communication channel between the company and the customers receive feedback and answer customer questions . This communication channel will provide a large amount of data that can be used to improve the marketing approach and increase Cyclexx brand equity. Commercial messages and calls to action will be pushed through social networks: products, services and social events organized by Cyclexx exclusively for customers will be promoted on social Media.

Interaction with customers If in the past it was difficult for customers to challenge companies’ statements, now the internet gives customers the opportunity to verify messages instantly and to reply, answer and critique companies directly. This aspect of the internet can be an advantage: Cyclexx wants to capitalise on every potential customer lead reviewing individual responses and circulating the details as widely as possible. Customer opinions are a resource and Cyclexx will punctually respond to customers to obtain competitive advantage. 37


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Blog The XX Blog will allow existing and potential customers to find lots of useful information about cycling and training. The Blog will be developed like a magazine and it will regularly deliver advice and tips by professional athletes, nutrition tips by experts, bicycles and bike components reviews, route reviews, news from the cycling world, interviews, articles.

XXBlog the cycling blog cyclexx.com

about us

contact

The focus will be on fitness: specific blog sections, managed by experts and professional athletes will be dedicated to training activities and nutrition programs. Other important section of the blog will be dedicated specifically to bicycle models, mechanical components and technical clothing in order to keep readers constantly updated and drive traffic to the Cyclexx Store. The Blog will also provide news and interviews related to the main cycling events in the UK. Registered users will be allowed to comment every post and to like or dislike other user comments as well as share the post on social networks.

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Widget

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The average internet user email box is overwhelmed by messages: this leads to low open rates and lower click through rate resulting in a communication breakdown between companies and customers.

In order to avoid this counterproductive situation, Cyclexx offers its customers the oppurtunity to download the Cyclexx widget on their desktop to create a new communication channel that could deliver highly targeted information in a better way.

Functions The Widget will deliver instant news and offers and push instant messaging to the desktops of users. It will also provide an easy access to the online tools to allow users to access their profiles directly from their desktop and be constantly updated about friends and groups achievements and everything related to the website the store and the blog. Cyclexx will keep a detailed database of customers self-reported interests and demographic profiles in order to make the messages pushed through the 41 widget the most relevant and targeted possible.


Email The Cyclexx strategy is to push customers to download the Widget, anyway email remains a valuable traffic building tool.

Opt窶進n emails are one of the few marketing tools that allow marketers to push highly targeted messages directly to customers: newsletters promote a product or service to the consumer, bypassing other marketing distribution channels creating consumer demand at relatively low cost. In addition email data measurement can be extremely accurate allowing marketers to have a live picture of the situation which will than bring a high ROI.

Email and Blog Cyclexx newsletter will be strictly related to the XX Blog: customers, subscribers and Facebook fans who opt-in will receive regular emails containing the latest blog, website and web store features as well as product discounts and XX app updates.

Personalization The email will be highly personalized on the basis of data capture; subscribers will also be able to select the topics they are interested in and the frequency of the emails, making Cyclexx newsletter extremely relevant.

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Cyclexx newsletter April 2012 Cyclexx – Take it to the max (noreply@cyclexx.com) To: markmadsen84@live.co.uk

Login | FAQ | Contact

www.cyclexx.com terms and conditions \ unsubscribe © 2012 All rights reserved

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Mobile Mobile attracts younger consumers and delivers on performance benchmarks such as awareness, message association and purchase intent helping organizations to engage customers and enhancing marketing activity. Mobile effectively moves consumers through the marketing funnel from awareness to purchase, repeat buys. The XXapp will be the main product offered by Cyclexx and the brand image will be based on that, therefore Cyclexx wants to make the most of all the features offered by mobile technology.

In App Marketing Marketing within an application is a process that takes place when one app teams up with another app to provide incentives for downloading, for example, a consumer downloads an application and gets a push notification through upon opening stating that if they download a different application they get two hundred free coins. Below is a screen shot of an example of this – cowry is the currency in the application and a user is given free cowry for downloading the app.

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Another way of in app marketing is by featuring advertisements in a similar way regularly throughout an application unless a user downloads the paid version. Below is a screenshot of an example of this – the applications tend to feature each other in their advertisements.

Benefits Unless a user purchases the paid version of the application there is no escape from the advertisements and the user cannot skip them until a certain amount of time has passed. This ensures they are viewed – even if they are not successful in a click-through the user is made aware of the application’s existence. Applications can partner up and advertise each other in their own apps to help each other build a name. Applications can also either offer exclusivity or open their advertising space to varied companies to earn money and traffic. It is normally a two-way deal – the advertisements users see on, for example, “Words with Friends” include the popular app “Draw Something” and when using “Draw Something” the user will see advertisements for “Words with Friends” or other advertisements from the creators of “Words with Friends”, Zynga.

Using this method If Cyclexx were to use this method, the app could pair up with lesser known, similar applications such as “Simple Calorie Count” which is an application based on diet and fitness but doesn’t focus heavily on ways to get fit.

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Affiliate For the first 3 years of activity Cyclexx will be mainly a software company, as a result it will be affiliated to technical clothing and hardware companies. In the first part of the 5 years business plan, Cyclexx will operate as an aggregator: Cyclexx will receive a commission on sales and leads by retailers. This model is supposed to be an efficient resource for users who want to simply perform transactions and get the best deal and also for retailers who want to improve their back links and search engine marketing. The affiliate store will be a great proving ground for the second phase of the business plan, when Cyclexx will start producing its own brand clothing and accessories and the store will be sell Cyclexx products only.

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Search Engine Marketing Search engine resulting pages (SERPS) are of paramount importance in traffic building: more than 95% of visits originating from search engines come from the first resulting page.

Objective: drive conversions and click through rates appearing on the first page of Google natural listing for specific keywords strictly related to the target market.

Target: Cyclexx website and blog will be highly targeted towards cycling enthusiasts market. The content of every page will offer value to visitors: in this case both natural and proactive link-building will be easier due to the high trustrank of pages.

SEO Keywords: extremely relevant and strictly connected to the content of the website in order to increase the trust rank of the website. “training monitoring” “performance evaluation” “Cycling training” “Cycling coaching” “cycling nutrition” “Cycling App” “Cycling Gear” “cycling clothing”.

Internal link-building: a dynamic internal link architecture is fundamental to build traffic. Cyclexx.com will have a shallow structure and user will always be 1 click away from every page of the website. Every page will have hyperlinks across the masthead and page footers to increase usability. Good usability rises the website trustrank and natural listing positions.

Partner sites: affiliation to high ranked websites gives the opportunity to request high quality inbound links which will both build traffic from the partner website and improve natural listing position of the webpages involved.

PPC: 6 months after the launch of the website, keywords that are already driving conversions in natural searches will be bought allowing Cyclexx to have complete control over the search engine results as PPC ads appear above 47 organic results and often take up a significant portion of the top of the search page.


Year 1 Revenue/Profit Forecast Average Order Value Clients Material Cost

App

Store

3.99 5,000

Main activity App sell

Total

29 3,000

17 7,000

Marketing Effort Focus App

Material Cost

1

27

14

Labour Cost

1

1

1

Unit Contribution

2

2

2

Total Fixed Cost

10,000

5,000

15,000

Total Revenue

19,950 60,000

79,950

Profit Loss

Secondary activity Affiliate store

-50

-2,000

Goals • 5000 paid version apps download • Raise awareness • Market penetration • Customer acquisition

-2,050 48


Year 2 Revenue/Profit Forecast Average Order Value Clients Material Cost Material Cost Labour Cost Unit Contribution Total Fixed Cost

Total Revenue Profit Loss

App 3.99 10,000 1 1 2 20,000

Store

Total

30 5,000 27 1 2 5,000

Main activity App sell

Secondary activity 17 Affiliate store 15,000 Marketing Effort focus 1. App 2. Store

14 1 Goals 2 • 10000 paid versions 25,000 apps downloaded

39,900 150,000 189,900 -100 5,000 4,900

• £5000 store revenue • Customer acquisition • Improve brand equity

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Year 3 Revenue/Profit Forecast Average Order Value Clients

Main activity Cyclexx brand store App

Store 3.99

15,000

Total 30

17

Secondary activity App sell

10,000 25,000 Marketing Effort focus

Material Cost

1. Cyclexx store products 2. App

Material Cost

1

27

14

Labour Cost

1

1

1

Unit Contribution

2

2

2

Total Fixed Cost

25,000

10,000 35,000

Total Revenue

59,850 300,000 359,850

• •

Profit Loss

4,850

10,000 14,850

Goals •

15000 paid versions downloaded Objective 2: £10000 store revenue Customer expansion Increase Brand Awareness 50


Year 4 Revenue/Profit Forecast Average Order Value Clients

Main activity Cyclexx brand store App

Store

Total

3.99

35

25,000

10,000

Material Cost

Secondary activity 19 App sell 35,000 Marketing Effort focus 1. Cyclexx store products 12 2. App

Material Cost

1

22

Labour Cost

1

5

3 Goals

Unit Contribution

2

8

5 •

Total Fixed Cost

25,000

50,000

Total Revenue

99,750 350,000 449,750

Profit Loss

24,750

30,000

75,000

30.000store revenue 25.000 paid version apps downloaded Customer acquisition

54,750 51


Year 5 Revenue/Proft Forecast

Average Order Value Clients

App

Store

Main activity Cyclexx brand store

Total

3.99

35

5,000

15,000

19 Secondary activity App sell 20,000 Marketing Effort focus

Material Cost

1. Cyclexx store products 12 2. App

Material Cost

1

22

Labour Cost

1

5

3

Unit Contribution

2

8

5 •

Total Fixed Cost

25,000

70,000

95,000 • 684,600

Total Revenue Profit Loss

159,600 525,000 54,600

50,000

Goals

£ 60.000 store revenue 40.000 paid version apps downloaded Customer retention

104,600 52


On the basis of the research carried on, the financial plan developed and the design concept, the GMP team reckon that this business idea has a good potential to generate traffic and revenue. The website and the related products are well targeted and the final objectives are achievable thanks to a well balanced and deeply structured financial plan.

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Cyclexx.com Project