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GLOBAL MARITIME MANAGEMENT & CUSTOMS LTD ®
BUSINESS PLAN
BY: SOOGANDAI AND ROBIN SOOKNANAN
5/11/2014
GOLBAL MARITIME MANAGEMENT & CUSTOMS LTD® CUSTOMS BROKERAGE. FREIGHT FORWARDERS. SHIP CHANDLERY
CONTACT INFORMATION
NAME: ROBIN SOOKNANAN NAME: SOOGANDAI SOOKNANAN
ADDRESS: Shop # 05 Shoppers world ADDRESS: Shop # 05 Shoppers world
Road level high street Princes town Road level high street Princes town
Trinidad, West Indies. Trinidad, West Indies.
Mobile: +1 868 355-8974 MOBILE: +1 868 789-6864/ 312-5263
EMAIL: [email protected]
DATE AND STATE OF INCORPORATION: the company was incorporated on the 12th of May, 2014
In the city of San Fernando
CONFIDENTIALITY AND NONDISCLOSURE STATEMENT
This agreement is entered into this day of May 10, 2014 by and between Global Maritime Management & Customs Ltd ®
located at Shop #05 Shoppers World Road Level High Street Princes Town Trinidad, West Indies. And Aegean Bunkering
(Trinidad) Ltd. Located at #03 French Street Woodbrook Port of Spain Trinidad, West Indies. The beneficiary hereto desire
to participate in discussions regarding the obtaining of Bunkering and or Customs Brokerage Contracts. During this
discussion both parties will be sharing proprietary information with each other. Therefore, in consideration of the mutual
promises and covenants contained in this Agreement (Meetings), and other good and valuable consideration, the beneficiary
and receipt and sufficiency of which is hereby acknowledged, the parties hereto agree as follows:
All documents and information will be treated with the strictest confidentiality and respect.
Mr. Robin Sooknanan/ Soogandai Sooknanan
_________________________________________
Director
INDEX
1.1 Executive Summary
1.1.1 Objectives
1.1.2 Mission
1.1.3 Keys to Success
2. By Laws
2.1 Company Summary
2.1.1 Start-up Summary
2.1.2 Company Ownership
2.2 Services
2.3 Market Analysis Summary
2.3.1 Market Segmentation
2.3.2 Target Market Segment Strategy
2.3.3 Service Business Analysis
2.3.4 Competition and Buying Patterns
2.4 Strategy and Implementation Summary
2.4.1 Competitive Edge
2.4.2 Marketing Strategy
2.4.3 Sales Strategy
2.4.4 Sales Forecast
2.5 Management Summary
2.5.1 Personnel Plan
2.6 Financial Plan
2.6.1 Important Assumptions
2.6.2 Break-even Analysis
2.6.3 Projected Cash Flow
2.6.4 Projected Profit and Loss
2.6.5 Projected Balance Sheet
2.6.6 Business Ratios
EXECUTIVE SUMMARY
Global Maritime management & customs Ltd was Incorporated 12th May 2014 and officers Customs Brokerage and Ship
Chandlery Service. Our Head office is in Princes Town (Apt # 05 Road level Shoppers World High Street Princes Town
Trinidad, West Indies.)
Global Maritime management & customs Ltd is seeking to obtain contracts to supply our services to larger companies in
Trinidad for the time being until we can take our services regionally and then internationally in the near future, by god’s
willing in ten (10) years.
The Company at present has a monthly cost of $19, 250.00 which is inclusive of the Rent, Payments of both Directors,
utilities and other miscellaneous expenses such as stationery supplies, we will be looking to obtain a bank loan in the
amount of $1,000,000 for the operation of our company, the loan will be a five year loan in which the company will pay off
the loan.
1. The Company Services
Global Maritime management & customs Ltd, officers a wide range of Customs Brokerage and Maritime Services with
prompt and efficiency.
Global Maritime management & customs Ltd services:
1. Import Clearance 2. Export Processing 3. Consultancy
4. Freight Forwarding 5. Transhipment 6. Logistics (Movement of all Cargo Types)
7. Bunkering (Fresh Water only) 8. Cargo Management 9. Ship Chandlery (Food Stuff and Drinks)
10. Roll on Roll off Vehicles by order only
Presently, our main service is in the introductory stage. It competes against larger scaled company; our future plans (In
one year time) include developing and marketing our services to potential shipping agents and clients via email, meetings,
phone calls and appointments.
2. The Market
We define our market as highly competitive and have enough market shares for Global Maritime management & customs
Ltd . The total market size was approximately 100,000,000,000 last [3 years], and is expected to grow by .15% by the
next 5 years. We currently hold (maybe .004 % of this market and believe we can capture 5% of it by 2017. Some of our
most notable clients include Home Sure Distributors ltd, N.N.R Computers Concepts
3. Competition
We compete directly with other companies (Perez y Cia and Transbrokerage Services) and alternatives to our product
include Customs Brokerage and Maritime Services. Our services are superior because of our knowledge and know how.
We have a competitive advantage because of our speed to deliver on time to our entire client. We do not anticipate new
companies to enter this market. This means less competition for us.
4. Risk/Opportunity
The greatest risks associated with our company are direct and indirect competition from larger and much more recognized
companies, opportunities include making Global Maritime management & customs Ltd recognized to the much larger
companies and obtain sub contracts for our services.
5. Management Team
The management team is led by Chief Executive Officer Robin Sooknanan who [founded the company in 12th May, 2014
joined the company after working as Documentations clerk at Melville Shipping Ltd.
The Director/Customs Clerk/ Company Secretary is Soogandai Sooknanan (Barrackpore East Secondary Class of 2009)
The Director/Customs Clerk is Robin Sooknanan (Asja Boys Collage class of 1996)
6. Operations
We have one office located in Princes Town. We currently operate in house and on field. Our total full time staff is 2
employees and our services are distributed personally and when in the field, emails, internet, phone call.
7. Capital Requirements
We are seeking $1,000,000 which will enable us to purchase office furniture; computers and pay all expense, office rent,
wages, stationery supplies We expect to pay off our loan within five (5) years, Global Maritime management & customs
Ltd intend to capitalized on all the opportunities that will be given to us from the larger companies.
OBJECTIVES
Global Maritime management & customs Ltd has a management system in which the objectives of our organization are
agreed upon so that management and employees understand a common way forward.
Management by objectives aims to serve as a basis for (A) greater efficiency through systematic procedures, (B)
greater employee motivation and commitment through participation in the planning process and (C) planning process for
results instead for planning just for work.
In Global Maritime management & customs management practice, specific objectives determined by managers and
progress, toward agreed-upon objectives is periodically reviewed, end results are evaluated; the information will be
allocated from the progress and failures. The objectives must five criteria (1) arranged in order of their importance, (2)
expressed quantitatively, wherever possible, (3) realistic, (4) consistent with the company’s policies, and (5) compatible
with one another.
This image shows the structure of how we plan our objectives
1. ASSESS RISK
2. MITIGATE RISK 3. PLAN FOR
RESPONSE
4. PLAN FOR
RECOVERY
5. ENSURE
PREPAREDNESS
6. EVALUATE AND
RENEW PROGRAM
HRVA
RISK
REDUCTION
MEASURES
CEPR
Global Maritime management & customs Ltd is dedicated to clientele’s scarification no matter what, that’s the bottom
line, our company don’t fail we win, we have always been winners.
MISSION
The world is changing all around us. To continue to thrive as a company over the next ten years and beyond, we must look
ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to
come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination
for our business and provides us with a "Roadmap" for winning together with our clients (partners).
Our Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard
against which we weigh our actions and decisions.
To change the way in which employees work.
To inspire moments of optimism and happiness to all.
To create value and make a difference.
Our Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need
to accomplish in order to continue achieving sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality services that anticipate and satisfy our client’s desires and
needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
Profit: Maximize long-term return to relationships while being mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
Our Winning Culture
Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.
Live Our Values
Our values serve as a compass for our actions and describe how we behave in the world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our services
Quality: What we do, we do well and to the best.
Focus on the Market
Focus on needs of our consumers, customers and trade world.
Get out into the market and listen, observe and learn.
Possess a world view.
Focus on execution in the marketplace every day.
Be insatiably curious.
Work Smart
Act with urgency
Remain responsive to change
Have the courage to change course when needed
Remain constructively discontent
Work efficiently
Act Like Owners
Be accountable for our actions and inactions
Steward system assets and focus on building value
Reward our people for taking risks and finding better ways to solve problems
Learn from our outcomes -- what worked and what didn’t
Be the Brand
Inspire creativity, passion, optimism and fun.
KEYS TO SUCCESS
Focused, hard work is the real key to success. Keep your eyes on the goal, and just keep taking the next step
towards completing it. If you aren't sure which way to do something, do it both ways and see which works
better, education is the key to success in life, and teachers make a lasting impact in the lives of their students.
1. Focus
You cannot be everything to everyone, so you need to focus on the key features you will provide. There is a concept
called the "unattainable triangle" or the "good, fast, cheap rule" that says you can provide two of the three benefits, but the
third will inevitably slip, so pick two to focus on. Are you going to focus on quality products? If so, it likely would be
difficult to sell them cheaply. So if you are selling quality furniture, you might choose to focus on quality and speed and
not try to be the cheapest. So the first key is to choose your focus.
1.1 Customers
According to author and success coach Brian Tracy, the customer is the key to any business. Without customers, you
won't have a business. So he says, "Fully 50 percent of your time, efforts and expenses should be focused on creating and
keeping customers in some way." One way to measure the customer focus of your furniture business is to survey customer
satisfaction. If you are adding value to your customer's life by actually delivering what you focused on, their satisfaction
will be high and they will return to buy from you over and over. Obtaining new customers is a major expense, but by
retaining satisfied customers your expenses are lower in the long run.
1.2 Profitability
Business all boils down to profitability. So one key to success for a furniture business is profit margins. Are you making
enough profit on each individual piece of furniture and selling enough quantity to cover both your fixed expenses (like
rent, property taxes, insurance and interest) and your variable expenses (like labor, supplies, product, etc.)? Does your
income exceed your expenses by enough to provide a good return on both your time and invested capital?
1.3 Record Keeping
Another key to running a successful furniture business is good record keeping. Without it, you won't know if you are
profitable or not, or whether your customers are satisfied (or returning truckloads of furniture). You will also be in big
trouble with the IRS come tax time. The key is to track everything from customer and vendor contracts to payroll and
other expenses. If you do not have expertise in the area of record keeping, it pays to hire someone to help in this area. It
can be either a full-time employee or an outside bookkeeping service or accountant. By hiring a professional, you will
have access to additional advice that will help your furniture business become a success.
Company Summary
Global Maritime management & customs Ltd as the name implies, is a customs brokerage and maritime management
company, we cater our services to the general business sector, and Global Maritime Management & Customs Ltd has
three types of client’s importers, exporters and chandlers. Global Maritime Management & Customs Ltd is establishing
relationships with carriers that specialized in the unique cargo. We will offer our customers the highest level of service.
Start-up Summary
Global Maritime management & customs start-up costs include all the equipment needed for an office. Additionally, there
will be legal fees, marketing fees, accounting fees, trade association dues, and deposit for the lease.
The largest expense for the office is a computer system. The minimum requirements for this system are: 600 mhz Pentium
processor, 128 megabytes RAM, 10 gigabyte hard drive, printer, and CD-RW, Microsoft Office, and an accounting suite.
The office will also require a DSL broadband connection, two land-line phones, fax machine, copier machine, and some
office furniture.
The legal fees are for corporate formation, and the generation and review of contracts.
The marketing fees are the costs associated with advertisements in industry journals, brochures, and website visibility
generation.
The accounting fees are for the services necessary for the formation of the business, while the majority of the accounting
after start up will be done in-house with an accounting suite on the computer.
Trade association dues and a deposit for the lease of the office is self explanatory.
Company Ownership
Global Maritime Management & Customs Ltd® is a privately owned limited liability company, which is owned solely by
Robin Sooknanan (Director) and Soogandai Sooknanan (Director/secretary), and there are no other owners.
SERVICES
Global Maritime Management & Customs Ltd® is a niche Customs brokerage and Maritime Management Company for
the for the general business sector. Global Maritime Management & Customs Ltd will provide a brokerage service to any
and all importers and exporters; we will also offer ship chandlery to interested shipping agents.
Global Maritime Management & Customs Ltd will have three types of customers:
1. Trinidad and Tobago Government
2. The Business Sector.
3. Privet Sector
Our services are, but not limited to:
Import Clearance Export Processing
Consultancy Freight Forwarding
Transhipment Logistics
Cargo Management ship-chandlery
Roll on Roll off vehicles by order only.
MARKET ANALYSIS SUMMARY
Global Maritime Management & Customs Ltd will be concentrating on the customs brokerages of the vehicles
importers. This is a small, specialized, niche of the general customs brokerage industry. Global Maritime Management &
Customs Ltd is concentrating on this space for several reasons:
1. Global Maritime Management & Customs Ltd has extensive industry knowledge and insight regarding customs
brokerage and vehicle importations
2. The vehicle importations industry is continuing to grow as our dependence on our vehicle increases.
3. There is plenty of space for a new specialty customs brokerage company. Global Maritime Management & Customs
Ltd extensive knowledge of both the customs and maritime industry provides for valuable insights that can add
significant value to Global Maritime Management & Customs Ltd customers.
MARKET SEGMENTATION
Global Maritime Management & Customs Ltd will be focusing solely on the customs brokerage of the oil and marine
industry. There are two distinct customers in this niche market, there is one company who handle the Development and
management of La Brea and Union Industrial Estates, this company even handles Towage and Harbour Operations.
Although, in general, the oil, gas and marine sector is a competitive one but its industrial suppliers has always been
overseas, there are a collection of manufacturers located in the States. The difference between the two types is not very
significant, Global Maritime Management & Customs Ltd arranges for the carrier to pick up the cargo either off the boat
or from the manufacturing facility.
Whether Global Maritime Management & Customs Ltd deals with the manufacturer or the seller is a function of the
contractual terms that the buyer and seller agree to. Sometimes it is the manufacturer's obligation to ship, other times it is
the buyer's obligation to arrange pick up of the cargo.
The cargo buyers are the industries that use the cargo in their plants (spare parts, chemicals) The largest ,users is the oil
production companies.
MARKET ANALYSIS PIE
Target Market Segment Strategy
Global Maritime Management & Customs is concentrating on the oil, gas and marine industry as it is a very specialized,
thriving market. By focusing in this market space, Global Maritime Management & Customs will be able to offer superior
service. Import Clarence of the company’s products requires special types of services that only our company can and will
offer. Global Maritime Management & Customs will form intimate relationships with the unique carriers because
this relationship will provide Global Maritime Management & Customs with special insight, which will allow Global
Maritime Management & Customs to meet any need a customer might have. Shipping oil, gas and marine products has
special requirements and Global Maritime Management & Customs will be more familiar with these requirements
because it will not be distracted by offering other services. Specialization also allows Global Maritime Management &
Customs to develop close relationships to the limited number of carriers that are equipped to transport chips. Lastly, the
growth of oil, gas and marine industries, which requires our professional services, has far outpaced most other industries
in this country. This growth rate makes this especially attractive.
In the customs brokerage market, there are general brokers that offer a wide range of services. There are a few companies
that specialize, but no one is as niche focused as Global Maritime Management & Customs Ltd. Most of all the cargo is
transported through out Trinidad. Via trucks, there is considerable growth in the specialty freight brokerage business.
Global Maritime Management & Customs Ltd will be marketing our business through several different outlets. The first is
the Internet. A lot of the industry has moved to the Web as means for communication regarding freight quotes. Global
Maritime Management & Customs Ltd will be developing a website where a customer can go to find out an estimate for
brokerage rates. The website would key for finding the requisite information like weight, pick up and destination, and
Global Maritime Management & Customs Ltd would work with our carriers to find them the most safe and economical
solution. Because Global Maritime Management & Customs Ltd is only working with oil, gas and marine, the complexity
of the number and type of trucks to be used (non-temperature controlled, etc.) is reduced.
Global Maritime Management & Customs Ltd will also be running advertisements in oil, gas and marine trade journals.
The ads in the oil, gas and marine journals will provide visibility for Global Maritime Management & Customs Ltd to the
manufacturers and buyers of oil, gas and marine trade.
Marine
Oil industries imports
Oil Oil industries exports
SERVICE BUSINESS ANALYSIS
There are many different Customs and Maritime brokerage services. This market is broken up into generalists, handling
all types of Customs and Maritime t brokerage, and specialists, handling materials ranging from heavy equipment,
oversized loads, perishable commodities, or hazardous materials.
The oil, gas and marine, And trade make the shipping decision based on service (defined by many variables
including customer service, speed, safety of the product) and price. Most business is repeat business, 70-80% according to
industry statistics. Once a customer finds someone who they are happy with, they typically stay with them.
COMPETITION AND BUYING PATTERNS
Although the Customs Brokerage and Maritime Management industry is very large and growing at an exceedingly high
rate, it exists in a dynamic and competitive environment. In order to improve profitability, many companies are
restructuring to create leaner organizations and adopt new technologies. Consolidation has been prevalent in this industry
in the past few years, as larger companies gain leverage in the market position and cost cutting. In the Maritime
Management industry, companies can operate as sole agents or chandlers (provisions suppliers) or both. For instance,
Gordon, Grant & Co Ltd is the agents for Hoegh Autoliners, they has been for over 100 years now. Gordon, Grant & Co
Ltd has been the agents and maritime managers of their own cargo vessels. Global Maritime Management & Customs Ltd
like Gordon, Grant & Co Ltd is a customs brokerage and maritime management ltd solely to retail channels. A company
like Tropical Shipping does both, selling its services to both retailers and agents (through retail service outlets).
Competitive Edge
In a market where consumers are barraged by advertising and marketing campaigns delivering an onslaught of services, a
brand name is a powerful weapon. Brands have become an increasingly significant factor in the business world of
shipping, customs brokerage and maritime management; many companies and clients have less time to shop and are
spending their income more carefully. Established brand names, with their quality image, make the shopping experience
easier and faster for many companies and clients. For companies, brands build consumer loyalty, which translates into
repeat business.
The company's name (Global Maritime Management & Customs Ltd), New Look, is a competitive advantage in itself.
The name is not attached to any particular group of customers and it allows entry into different segments of the industry.
Another competitive advantage is the company's marketing strategy. Through the use of celebrities, advertising,
promotion, and giveaways, the company will be able to develop its presence in the market. Although the company uses
our experiences to sell its services, most of the marketing and advertising is done in-house.
Our competitive edge will be our dominance of market information, customer orientation and traditional hard work.
Although there are many "supposed" customs brokerage and maritime management businesses we intend to offer more
than just a professional service but mesh well the various crafts together harmoniously.
Though we shall be serving different market segments we intend to focus on the individual or group who wants high
quality information and services plans customized to their needs. In the case of cargo delivery and management they
should be able to work harmoniously/beautifully in the intended environment, both on a macro and micro scale. Though
our clients might range from large corporations, small or medium businesses, institutions or resellers what is important to
our clients is total satisfaction with the end product matched to their capabilities and resources.
STRATEGY AND IMPLEMENTATION SUMMARY
Our marketing strategy emphasizes focus. This will be the key. We are a relatively small company and hence must focus
on certain kinds of services with certain kinds of users. Initially Global Maritime Management & Customs Ltd will focus
on the local market and in the market research and training fields. The target customers will include key decision-makers
in the large, medium and small-sized organizations in a start-up and growth periods.
1. We are currently building image and awareness through consistency and distinctiveness in our service provision.
2. We intend to focus on delivering quality service and end product that in turn produces good referrals, which can
then generate revenue.
3. We intend to always have a relatively heavy personal selling component to our marketing. Hence we intend to
always be active in personal relationships with clients and strategic allies keeping abreast of their needs and
wants.
4. We are focusing advertising on several key media.
SWOT Analysis
We are presently in a highly lucrative market in a rapidly growing economy. We foresee our strengths as the ability to
respond timorously to the market dictates and to provide custom designed market research services to our clients. In
addition through aggressive marketing and quality management we intend to become a well respected leader in our
respective industry. Our key personnel have a wide and thorough knowledge of the local and international markets and
expertise, which will go a long towards penetrating the market. However, we acknowledge the fact that few companies are
aware of the actual importance of market research and marketing and its contribution to the whole business strategy.
Below are the summarized strengths, weaknesses, opportunities, and threats.
WEAKNESSES
1. Lack of a solid well-established network in the market research arena.
2. The introduction of new organizational practices and personnel who have not previously worked together presents
a challenge to the organization.
3. Establishment on the Internet will produce technological challenges.
OPPORTUNITIES
1. Specific niche. Appreciation for high quality services, accurate, unbiased and relevant information.
2. The introduction of the International Financial Services Centre (IFSC) presents a vast opportunity, as both foreign
and local firms will be looking for information, which may assist on entering their respective markets.
3. Current growth of the economy in comparison to other economies presents an opportunity for an increased
number of foreign investors to invest in the markets.
4. The current drive towards localization is causing an increasing number of local individuals to invest and start their
own businesses.
5. The new generation of entrepreneurs, corporations, professionals, and business owners has a far greater
appreciation for the need for adequate planning and relevant information.
6. Internet marketing and sales -- though still in its infancy.
7. Increasing number of foreign firms, especially from North America looking at penetrating the local markets.
8. Financial assistance given by the government on the credibility of business plans. However the results of the
review of the FAP by the Botswana Institute of Development Policy Analysis need to be taken into consideration
as it could be scrapped or replaced by a new scheme.
9. Existence of well-established government organs that deal directly with aspiring entrepreneurs -- local and
foreign, presents us with a networking opportunity.
Threats
1. The present growth in the economy may result in increased numbers of brokage companies, leading to increased
competition and confusion amongst clients. This competition could emerge from a variety of given sources
including:
2. Established mass-market companies' development of new services and vertically integrating so as to be totally in
control of all services required by the client.
3. New marketing strategies and tactics by established companies.
4. Existing competition.
5. The current plethora of 'fly-by-night' business brokerage firms in existence.
6. Other start-up companies generated by healthy economic growth nation-wide.
7. Existence of well established government organs that deal directly with aspiring entrepreneurs, both local and
foreign.
Strengths
1. Strategic market segmentation and implementation strategies.
2. Diversified market segments. Ensures the lack of dependency on one particular market.
3. Combination of skills in directorship. The directors intend to jointly develop business strategy and long-term
plans, having wide experience in market and product know-how, and strong financial management and business
know-how.
4. Establishment and maintenance of a well-known business name.
5. An aggressive and focused marketing campaign.
6. A marketing plan with clear goals and strategies.
MACRO-ENVIRONMENT
At a large scale, market research demonstrates that the company brokerage market we intend to enter is growing and
changing. Generally there is a trend toward executive turnover in medium to large companies today. That is, corporate
restructuring, privatization, and increased small business development providing for a younger more ambitious market in
the executive and small business sector. Research indicates that this new generation of executives being more educated
and aware of the global environment assesses and implements information to a much higher degree than past trends have
indicated. This is exacerbated by the increase in competition in all industries making it necessary for individuals to have
relevant information at their fingertips. Therefore with the emergence of this generation of individuals, the appreciation of
quality information and business solutions/ recommendations that provides for and enables the company to grow, dictates
that our service lines will be popular.
The current drive by the government towards a more diversified economy presents an opportunity for our business to
propel and excel in our intended markets, benefiting from the support of the concerned institutions and trade bodies. In
addition with the country increasingly becoming an economic hub we foresee the demand for high quality information to
be on the rise. Through undertaking of our business activities professionally we foresee that it should not be too difficult
to gain market acceptance provided we deliver the final product timorously and of good quality, at the proper and legal
brokerage rate (prices).
Furthermore Small, Medium and Micro Enterprises are well recognized as a potentially important source of employment
generation apart from the diversification that they inevitably result in. They in turn reflect the declining importance of
centralized mass production, along with technical change, the growth of information technology and the growth of the
service sector.
Employment in Trinidad (2011) by the type of Employer
Government 36%
Large Employer 32%
Medium Employer 4%
Small Employer 14%
Micro Employer 14%
Competitive Edge
Our competitive edge will be our dominance of market information, customer orientation and traditional hard work.
Although there are many "supposed" business consultants we intend to offer more than just a professional service but
mesh well the various crafts together harmoniously.
Though we shall be serving different market segments we intend to focus on the individual or companies who wants high
quality information and brokerage services customized to their needs. In the case of marketing and business they should
be able to work harmoniously/beautifully in the intended environment, both on a macro and micro scale. Though our
clients might range from large corporations, small or medium businesses, institutions or resellers what is important to the
customer is total satisfaction with the end product matched to their capabilities and resources.
Sales Strategy
The sales forecast monthly summary is included in the appendix. The annual sales projections for three years are included
in the table below. It should be noted that as we become established and known on the market we project sales to increase
at a faster rate than the initial year.
MARKETING STRATEGY
SALES MONTHLY
All Services
OTHERS
One core element of our strategy will be that of differentiation from our competitors. In terms of marketing, we intend to
sell our company as a differentiated strategic ally, not just our services. In price, we intend to offer the proper and legal
pricing and competitive retainer prices in comparison to competition and we need to be able to sustain that. Market
penetration through lower retainer prices shall be undertaken where need be whilst premium pricing in the case of high
quality services targeted at the upper-end of the market. Our service marketing will recognize more that our services. Our
service and establishing long relationships with clients will be key to our future service marketing. We primarily intend to
sell a relationship more than services.
Our service marketing will emphasize the benefits of conducting adequate planning and the use of quality information and
identification of 'windows of opportunity'. We intend to sell access to market knowledge and quality. This will come out
in our advertising, delivery and collateral such as sales literature and business cards. Our service marketing's most
important challenge will be the problem of being accepted and appreciated on the market as a provider of quality
marketing research services and business plans. Hence we intend to not only meet client's expectations but to exceed
them.
We intend to focus on the individual or group who wants information that may not be readily available, specially
customized to their requirements. However not wanting to limit our horizons in the initial period we intend to serve other
clients requiring services such as company registration and trading licenses.
In all cases we intend to provide a thorough understanding and appreciation of the service to the client as well as follow
up to ensure customer satisfaction. We also intend to inform the customer on how best to maintain and/or improve their
market positions.
PRICING STRATEGY
Global Maritime Management & Customs Ltd will be competitively priced (retainer fees) in relation to the dictates of the
market. The pricing fits with the general positioning of Global Maritime Management & Customs Ltd as providing high-
level quality expertise.
We intend our income structure to match our cost structure, so as to ensure that the salaries/consultants fees we pay to
assure good reports and service are balanced by the fee we charge. We will make sure that we charge for the service,
workmanship and any delivery with our aim being to achieve a gross profit margin of at least 50%. Naturally services
targeted at the higher end of the market will have higher mark ups as these clients are less price sensitive. All in all we
intend our prices to be extremely competitive on the market.
Consulting will be based on $150 TT per hour per project in the initial year for project consulting, market research, and
retainer consulting. With time and as we become known on the market we foresee an increase in our consultancy fee --
tempered by market dictates. Market research reports should be competitively priced which will, of course, require that
reports be very well planned, focusing on very important topics, and well presented.
Brokerages will be priced at a percent of the total c.i.f value together with a retainer fee of a standard rate of $650.00 per
shipment; any delay on our client part to produce information will incur an additional cost of $300.00 TTD per day.
PROMOTION STRATEGY
Our promotion strategy will be based primarily on informing potential customers of our existence and making the right
information available to our target customer. Since we shall be targeting different segments the promotional tools and
messages may vary slightly to match the intended market. However in all cases the marketing will convey the sense of
quality and professionalism in every picture, every promotion and every publication. In such a market we cannot afford to
appear in or produce second-rate material with poor labels that make our services look less than they are. Hence we intend
to leverage our presence using quality brochures and other sales literature, including promotional material such as pens,
complimentary slips and stickers. We intend to spread the word about our business through the following:
STRATEGIC ALLIANCES
In today's volatile and competitive environment it is becoming increasingly essential for organizations to concentrate on
their core activities so as to gain and maintain a competitive advantage. This brings out the advantage of undertaking
strategic alliances with organizations that the company may benefit from and vice versa.
At this writing, strategic alliances with N.N.R Computer Concepts and NEC are possibilities, given the content of existing
interest and discussions. We are also looking at establishing alliances with several shipping agents and Roll on Roll off
dealers, which often come into contact with our target market. Given the background of prospective partners, we might
also be talking to United States and South African companies in the near future.
MANAGEMENT TEAM
A full-time manager will be hired to oversee the daily operations at Global Maritime Management & Customs Ltd. The
candidate (who's name is withheld due to his current employment commitment) has had three years of managerial
experience in the Customs Brokerage and maritime Management industry in Port of Spain. This person's responsibilities
will include managing the staff, ordering inventory, dealing with suppliers, developing a marketing strategy and perform
other daily managerial duties. We believe that our candidate has the right experience for this role. A profit-sharing
arrangement for the manager may be considered based on the first year operational results.
MANAGEMENT TEAM GAPS
Despite the owners' and manager's experience in the definitely industry, the company will retain the services of Mr.
Junior Allan. Customs Broker for over 30 years, the broker who have helped to develop the business idea for Complete
Customs Services. This company has over twenty years of experience in the brokerage industry and has been successful in
its field. Brokers will be primarily used for market research, customer satisfaction surveys and to provide additional input
into the evaluation of the new business opportunities.
PERSONNEL PLAN
The table below outlines the personnel needs of Global Maritime Management & Customs Ltd
Personnel Plan
Year 1 Year 2 Year 3
Manager $96,000 $108,000 $108,000
Baristas/Lawyers $50,000 $54,000 $58,320
Employees $00.00 $43,200 $86,400
Total People 3 4 5
Total Payroll $146,600 $205,200 $252,720
BREAK EVEN ANALYSIS
Monthly unit break even = 5.8
Monthly revenue break even = $20,179.25
Based on this model, our company will have to sell six (6) units in a given month in order to break even.
$5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000
Series 1 ($20,000) ($15,000) ($10,000) ($5,000) $0 $5,000 $10,000 $15,000
($20,000)
($15,000)
($10,000)
($5,000)
$0
$5,000
$10,000
$15,000
($25,000)
($20,000)
($15,000)
($10,000)
($5,000)
$0
$5,000
$10,000
$15,000
$20,000
Our company will have to have sales of at least $20,179.25 in order to cover all of our monthly cost.
In order for our company to make a profit, we will have to sell more than six (6) units, or have sales more than
$20,179.25 each month.
