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Case: Pkolino 261
CASEPkolino
262 CHAPTER 7 The Business Planning Process
Case: Pkolino 263
264 CHAPTER 7 The Business Planning Process
$38
$1.2
Toy + Furniture Market
Playroom Furniture
Case: Pkolino 265
$24 $4
$3.6
$0.4
Furniture Industry Children's Bedroom Children's Playroom
266 CHAPTER 7 The Business Planning Process
$32
2001 2002 2003 2007
$34 $34$37
Case: Pkolino 267
$34 $36
$
$800M
Furniture Industry Children's Bedroom Children's Playroom
268 CHAPTER 7 The Business Planning Process
FurnitureIndustry
$24 billionIndustry Size
Portion consideredchildren's furniture
Portion consideredchildren's playroomfurniture
PlayroomFurnitureMarket$1.2b
ToyIndustry
$34 billion
$4 billion $6 billion
$.8 billion$.4 billion
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270 CHAPTER 7 The Business Planning Process
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$51
$300
$800
Mass Mid High
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276 CHAPTER 7 The Business Planning Process
Size:$51MM / Growing: 9% Main Distribution Channels: FAO Schwarz, Toy/Furniture Boutiques Interior Designers (custom made) Direct (Internet)
Unknown number of competitors (many) Very diverse distribution channels (thereis no predominant channel in this segment) No identifiable market leader High margins, low volumesCompetition is based on access tocustomers and looks
Limited number of competitors Dominated by few Companies (catalogs and brand stores) Pottery Barn is the market leader Good margins, good volumesCompetition is based on brand and looks
Limited number of competitors Dominated by few companies (Walmart,Target, and Toys "R" Us) Brio, Imaginarium, and Little Tykes are among the market leadersLow margins, high volumes Competition is based on price
Size:$300MM / Growing: 8% Main Distribution Channels: Pottery Barn Kids Land of Nods Specialty stores and catalogs Direct (Internet)
Size:$800MM / Growing: 7% Main Distribution Channels: Mass Retailers Walmart
"Target" Toys "R" Us Specialty stores and catalogs Direct (Internet)
Brand/Benefits Word of Mouth Interior Designer
Brand/Benefits Word of Mouth Store Display/Catalog
Brand/Licensing Characters Advertising Discount prices
Mass-marketsegment
(expansion)
Mid-marketsegment
(sweet spot)
High-endsegment(entry)
MarketCharacteristics
MarketDynamics
The Furniture Playroom Market
What's drivingthe customer
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Storage Unit
With capabilities of holding toy kits on top of the piece or in the drawers
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288 CHAPTER 7 The Business Planning Process
multi-purpose
educationalfunctional
beautiful safe fun
mf e
b s f
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290 CHAPTER 7 The Business Planning Process
Low
Many
Few
High
Licensed (standard)
Little tykes
BrioImaginarium
Bombay Bellini
Land of Nods
Pottery-Bam Kids
Vibel L'achitecte
Small Designers (truck)
Boutiques
Custom made
P'kolino (1)
P'kolino (2)
Fisher-Price
Mid Mass P'kolinoStrategy
ATTRIBUTES
HighPRICE
2000018000160001400012000100008000600040002000
0KitsStorage UnitsTables
1313Year 1
228690
3851Year 2
4771445
4818Year 3
8242551
7618Year 4
11693634
11027Year 5
15334755
Case: Pkolino 291
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Mfg.receivesdesigns
Time 0 Week 3 Week 4 Week 5 Week 18
Mfg.developsprototype
Production Productready forshipment
begins
P'kolinoreviews
prototype
2nd-50%payment(to Mfg.)
1st-50%payment(to Mfg.)
300 CHAPTER 7 The Business Planning Process
OpportunityAssessment+ Planning
Development process and organization
Concept development
Industrial design
Prototyping
Patents and intellectual property
Project development economics
Managing the project
Time-line/Milestone check
Design for manufacturing
2 months 3 months 1 month 2 weeks 2 weeks 5 months
Stage I Stage II Stage III Stage IV Stage V Stage VI
Look Try Level Design Detail DesignTesting andRefinement
OperationsCycle
Learn
Ask
ConceptDevelopment
MissionApproval
Concept +Prototype
Review
CriticalDesignReview
Spec.Review
ProductionApproval
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302 CHAPTER 7 The Business Planning Process
Month/Activity M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23
Hire child developmentexpert as advisor
Secure funding
Launch RISD/BABSONPR campaign
Web site development
Production 150 tables +storage + kits
Develop institutionalsales channel
Hire marketing/techintern
Launch grassrootmarketing campaign
Production 160 tables +storage + kits (2nd)
Production 400 tables +storage + kits
Production 500 tables +storage + kits
Hire ProductDevelopment ManagerHire MarketingManager
Web site improvements
Marketing campaign
Team focuses on sales
Collection efforts
Collection efforts
Team focuses on sales
Office relocation
Case: Pkolino 303