Problem Opportunity Sex is all about timing. People want to get it on, but don’t always have the time to get protection. Ladies feel embarrassed having to purchase condoms, and often treat them as the guy’s responsibility. But men can forget to plan ahead—finding themselves leaving to buy condoms moments before the big sha-bang, ruining the moment. For all of these problems, Plan A can be the solution. On top of that, buying condoms is awkward. No one likes searching for the right aisle, getting smirks from the cashier, or stressing out whether anyone esle is in line. What if you could avoid these awkward moments and appear prepared from the very beginning? For this opportunity, Plan A will be the solution.
Insight Non-traditional Sexual Experiences The Millennial generation is embracing different types of sexual relationships—straying from the traditional practice of abstinence before marriage. In fact, 68% of 18+ adults surveyed believe that sex between unmarried partners is morally acceptable. Additionally, 89% of those same adults surveyed think contraception is morally acceptable, and 58% have had a one night stand. New Found Desire for Discreet Consumers are excited by discreet condom design and packaging, with 44% of sexually active women reporting interest in clever or discreet package design or condom delivery services. Sexually active Millennials are also more likely than their older counterparts to report interest in clever or discrete packaging designs, which is consistent with their heavier engagement in the category overall. People Want Protection Condom use is prevalent among younger age groups, with 71% of 18-24 year-olds using condoms and 25% using personal lubricants. This number decreases slightly with 46% of 35-54 year-olds using condoms, 30% using personal lubricants; however the demand for protected sex is still common in this age category.
Solution
A discreet condom delivery service that provides safe sex fast.
Process Stock goods in strategically-placed storage units. Hire team to deliver packages quickly and discreetly. Change condom culture.
Target Journey
Adam DESCRIPTION Male, 18-35, in Austin area Looking to pick up someone from a bar before 2AM— they know it’s going down, but they aren’t prepared for the adventure.
Eve DESCRIPTION Female, 18-35, in Austin area Supposed to plan for the night, but forgot and needs emergency backup.
TARGET 1
TARGET 2
Adams
Eves
1 DESIRE
2 DISCOVERY
3 DOWNLOAD
Adam is out with his friends, and meets Eve. Fireworks go off in his head and “needs” arise. Adam makes the right moves and persuades Eve to come back home with him. Only one problem: he has no protection, and the clock’s ticking.
Not to worry! Adam’s best friend has the solution: Plan A, a fast, discreet condom delivery service, which he saw an ad for in the bar.
Wanting to keep the mood going, Adam downloads Plan A onto his phone.
4 DECISION
5 DELIVERY
6 XXX
After seeing the app’s sleek, simple design, Adam is convinced and decides to order. He picks his favorite brand of condoms and enters his credit card info and address.
While bonding with Eve in the back seat of an Uber, professionals at Plan A fulfill Adam’s order. They deliver the package discreetly outside Adam’s apartment before the couple make it back home. The Plan A app then sends a push-notification to Adam, confirming delivery.
*Bow-chica-bow-wow.
7 DONE GOOD?
8 DO IT AGAIN
The next time Adam opens up the Plan A app, he’s prompted with the question, “How’d we do?” and Rate Product, Rate Service and Add Comment sections.
Plan A remembers Adam’s previous order, card info and address, so the next time Adam needs protection fast, he knows what to do.
Brand
Mood Board
Is
Is Not
Fun
Wacky
Smart Discreet Tongue-in-cheek Clean Approachable Cool Uncle
Intellectual Mysterious/Secretive Over-the-top Sterile Aspirational Protective Parent
Patterns Lockup (wordmark + logo)
Logo
Helvetica Neue Bold
Helvetica Neue Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789-+!@#$;”*
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789-+!@#$;”*
Fonts
Colors (primary + secondary)
Discreet Packaging
Competition & Core Differences L. Condoms
Amazon
Strengths · Made without harmful additives · One-to-one—for every condom purchased, L. sends one to a developing country · Uses green friendly products · Delivery in San Francisco & Brooklyn
Strengths · 2-day delivery (Prime) · Convenient—shop online on own time · Wide variety of brands available
Weaknesses · Shipping fee on orders less than$10 · Minimum purchase of 12 condoms · $5 flat-rate delivery fee
Weaknesses · Not specialized in condoms · Free shipping only on orders over $35
Convenience Stores Strengths · Various condom brands and package size · Offer complementary products (e.g. lube) · Instant purchase
Strengths · Discreet and Instantaneous · No other service available in Austin area · Utilizes recognizable condom brands
Weaknesses · NOT discreet · Inconvenient—requires out-of-way purchase
Weaknesses · Currently unknown
Marketing Plan
Demographics (of target areas)
W
DT
E
West Campus
Downtown
East
50.1% female
56% male
50.1% male
92% never married
51.4% never married
49% never married
Median age: 20.9
Median age: 33.8 years
Median age: 32.3 years
Financials
Market Size
Target Market Size: 150,000
Goal: 10% of target market
First-Year Costs Category
Description
Rent Marketing Materials
$96/mo
App Development and Maintenance Lawyers Insurance (General Liability and Auto) Office Space Copyright Standard App - Licensing Website
Office Supplies Deliverer Wages Condoms (3/order)
Lube
Shipping
Custom Coasters Facebook ads Google AdWords Custom Stickers Flyers Free Drinks Good-looking Influencers Employee T-shirts Custom Car Magnents Tinder Profiles Snapchat GeoFilter
ANNUAL COSTS Price per Unit # Units Fixed Costs $1,152.00
Total Cost 3
$3,456.00
$0.19
3000
$0.20 $0.03 $4.00 $12.00 $10.00 $5.00
3000 10000 3120 1872 50 10
$20.00
80000
$200.00
10
$570.00 $5,475.00 $5,475.00 $598.50 $300.00 $12,480.00 $22,464.00 $500.00 $50.00 $0.00 $1,600.00 $100,000.00 $2,000.00 $1,080.00 $4,800.00 $55.00
Domain Name Web Hosting
10/hr Large Durex Trojan Magnum Small Lifestyle Snugger Fit Thin Durex Extra Sensitive Trojan Sensitivity BareSkin Trojan Double Ecstasy Trojan Studded BareSkin Textured Durex Performax Intense Lubricated Trojan Her Pleasure Lubricated Trojan Magnum Ribbed Lubricated Astroglide Personal Lubricant - 2.5 oz K-Y Jelly - 2 oz Trojan Explore Gel - 2 oz White tab locking literature mailers
Notes
$12.00 $299.04 $300.00
Variable Costs $10.00
5200
$52,000.00
$0.29 $0.62
4000 4000
$1,159.96 $2,499.96
$0.25
2000
$499.98
$0.34 $0.62 $0.61 $0.69
5000 5000 5000 5000
$1,714.95 $3,120.00 $3,049.95 $3,449.95
$0.29 $0.50 $0.50 $0.60 $0.25 $0.33 $0.15
5000 5000 5000 1000 1000 1000 15000
$1,439.95 $2,499.95 $2,499.50 $599.90 $249.99 $329.99 $2,250.00
Total Cost
$ Â 238,878.57
3 storage units around downtown Austin
$20/day max bid, most likely pay ~$15 $20/day max bid, most likely pay ~$15 1000 flyers at $.03 $4/drink..(60 people per weekend) $12/hr, 3 ambass. work 4 hrs/night, 12 hrs/wk
$20 cpm $200/hr $90/month $400/month
$24.92/month
Each deliverer person works 20 hours/week; Assuming 5 delivery people; 52 weeks
Must be 200+
Break Even Analysis
Break-Even Analysis
$400,000 $350,000 $300,000 TFC TVC TC Sales Profit
$250,000 $200,000 $150,000 $100,000 $50,000 $0
0
4,000
8,000
12,000
16,000
Break-Even Point (units) = 35,576 Total Fixed Costs Variable Cost per Unit Sales Price per Unit
TFC = VCU = SPU =
$161,514 $5.46 $10.00
20,000
24,000
28,000
32,000
36,000
40,000
Breakeven 35,576 orders Break-EvenPoint Point=($'s) = $355,758 Formulas: BEP (units) = TFC/(SPU-VCU) BEP ($'s) = BEP (units) * SPU
Š Copyright, 2014, Jaxworks, All Rights Reserved.
Plan A 3-YearProjection Profit and Loss Projection 3-Year Profit and Loss INCOME
2012 2016
2013 2017
% of OI
Operating Income Orders 150,000 Total Operating Income (OI) $ 150,000
2014 2018
% of OI
% of OI
1 1
$
200,000 200,000
1 1
$
250,000 250,000
1 1
$ 150,000
1
$ 200,000
1
$ 250,000
1
3,456
0.023
3,456
0.01728
3,456
0.013824
Condoms/Lube/Boxes
25,364
0.1691
33,819
0.1691
42,273
0.169092
Advertising
49,512
0.3301
60,000
0.3
71,000
0.284
Lawyer Fees
2,000
0.0133
3,000
0.015
4,000
0.016
Insurance
1,080
0.0072
1,080
0.0054
1,080
0.00432
300
0.002
400
0.002
500
0.002
52,000
0.3467
62,400
0.312
72,800
0.2912
4,800
0.032
4,800
0.024
4,800
0.0192
311
0.0021
311
0.00156
311
0.001244
Total INCOME [42] EXPENSES Operating Expenses Storage Rental
Office Supplies Wages Office Space/Rent Web Hosting and Domains Other
Total Operating Expenses $
138,823
0.9255
100,000
$
169,266
0.84633
0.6667
20,000
0.1
55
0.0004
-
-
100,055
0.667
20,000
0.1
$ 238,878
1.5925
$ 189,266
0.94633
$
200,220
0.80088
20,000
0.08
Non-Recurring Expenses App Development and Maintenance Licenses Total Non-Recurring Expenses $
Total EXPENSES
$
$
-
20,000
0.08
$ 220,220
0.88088
Creative Executions
Bar Placements coasters, bathroom ads, and free condoms
Snap Chat An interactive filter will pixelate designated areas of selfies for some suggestive fun.
Tinder A profile of a condom will interact with our target and raise awareness for Plan A.
+
Plan A will provide free condoms in Ubers
Brand Inuencers Plan A Ambassadors will promote the app in bars to our target market, and encourage them to download / use our service.
Sources & Legal
Legal for Plan A Business license Business liability insurance Copyright Standard Application Step 1 : Business Structure and Name Legal Structure: General Partnership Register name with Secretary of State Assumed name and DBA (Doing Business As) forms filed with county clerk Step 2 : Business Tax Responsibilities Federal, State, Austin, and Employment taxes Step 3 : Business Licenses and Permits by Business Type No general business license required in TX Step 4 : Business Employer Requirements American’s with Disabilities Act Equal Opportunity Employment OSHA requirements (insurance for delivery drivers, etc.) Drug-Free Workplace environments
Confidentiality Agreement It is understood and agreed to that this document may contain certain information that is and must be kept confidential. To ensure the protection of such information, and to preserve any confidentiality necessary under patent and/or trade secret laws, it is agreed that 1. The Confidential Information to be disclosed can be described as and includes: Invention description(s), technical and business information relating to proprietary ideas and inventions, ideas, patentable ideas, trade secrets, drawings and/or illustrations, patent searches, existing and/or contemplated products and services, research and development, production, costs, profit and margin information, finances and financial projections, customers, clients, marketing, and current or future business plans and models, regardless of whether such information is designated as “Confidential Information� at the time of its disclosure. 2. The Recipient agrees not to disclose the confidential information obtained from the discloser to anyone unless required to do so by law. 3. This Agreement states the entire agreement between the parties concerning the disclosure of Confidential Information. Any addition or modification to this Agreement must be made in writing and signed by the parties. 4. If any of the provisions of this Agreement are found to be unenforceable, the remainder shall be enforced as fully as possible and the unenforceable provision(s) shall be deemed modified to the limited extent required to permit enforcement of the Agreement as a whole. WHEREFORE, by opening this document, the reader acknowledges that they have read and understand this Agreement and voluntarily accept the duties and obligations set forth herein.
Team Andrew Crowe
Jennifer Depinet
Nathan Fyock
Caroline DeWree
Saki Hoshiko
Dylan Schnurman
Bibliography City-Data.com - Stats about all US cities - real estate, relocation info, crime, house prices, cost of living, races, home value estimator, recent sales, income, photos, schools, maps, weather, neighborhoods, and more. (n.d.). Retrieved November 24, 2015, from http://www.city-data.com/ Data.AustinTexas.gov | Open Austin. (n.d.). Retrieved November 24, 2015, from https://data.austintexas.gov/ Singles in the U.S. - share of Americans who have had a onenight-stand | Survey 2012. (2012). Retrieved November 24, 2015, from http://tinyurl.com/us-one-night-stands United States - moral stance towards contraception 2015 | Survey. (2015, May 10). Retrieved November 24, 2015, from http://tinyurl.com/morals-on-contraception United States - moral stance towards sex between unmarried persons 2015 | Survey. (2015, May 6). Retrieved November 24, 2015, from http://tinyurl.com/sex-between-unmarried-persons