BUSINESS PLAN
by: Matteo Perego Ceo ModĂ + Laura Corti e Ruggero Stella Ceo 41
WOW! BUSINESS PLAN
01. COMPANY PROFILE
REACTION
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COMPANY PROFILE
MODA’ - DI LIDDO & PEREGO
• Modà is a brand of Di Liddo & Perego, a company on the market since more that 50 years producing quality and high level design. • Modà has created its own furniture and accessories collection that is characterizing the articles included in the Wow!reaction project. The related articles’ production is “mile zero”, realized by our headquarter and production unit. • Modà...a name to recall a fashionable location and a brand indicating a distinctive lifestyle concept. The interpretation of Modà collection is the luxury style that, as a matter of fact, is more abstract than realistic: an interpretation to focus the study of the object and the search of personality. Object inspired by the past, magic decoration taken from the nature, elements with suggesting shapes inspired by the classical tradition worked out with contemporary finishings, Different styles fused together to discover a new aesthetic language, more fresh and personal, more shabby chic and uncommon for setting up eye-catching objects whose personality becomes the determining factor in a whole variety of contexts. • By the Modà collection , some articles have been selected to be moreover personalized ad hoc to realize the Wow!reaction project.
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01. COMPANY PROFILE
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COMPANY PROFILE
ENTREPRENEURIAL IDEA
• The object of this project, presented by this official document, was born by a close analysis of the real needs of the retail ‘s world, such as by the identification of the actual business opportunities of a company addressed to train new collaborators. • For this reason the here enclosed proposal is mainly focus to build up a new entrepreneurial activity based on the development of an Italian LifeStyle Micro Concept. • The micro concept store would like to transfer the italian “eccellenza” and its features to evoke, thanks to products’ quality, images, dreams and to the clear memory of a positive travel experience, the life quality such as the italian style. • The micro Concept Store will be identified by the name WOW! reaction • Retails are nowadays living a great “revolutionary” moment owing to the radical change of the final client’s approach. This change is not only an Italian peculiarity but we are clearly aware it’s international too. • The up-to-now showroom is passively facing an emptying process such as a positive trivializing. The showroom needs so that to be joined to specific constructive mktg brands strategies. • All this will make a great difference for all the companies who have been called to progressively develop their “to do abilities” such as to suggest new “ to sale abilities” • Modà suggests micro Italian Life Style Concept Store identified as Wow! Reaction ; these shop windows-corner will express the Italian LifeStyle thanks to the well-known 3F (food+ fashion+ Furniture) : the whole emotions that together can evoke a way to live such as a beauty style. • The project is mainly addressed to the furniture retail, Concept-store, Fashion-store so to create a channel to inform the final customer. • Many opportunities are existing by the high level class to which we can address to with the WOW! reaction, so to support the natural luxury calling to design and high Italian quality level. • Thanks to these micro Concept store the italian “eccellenze” will be emphasized. • WOW! reaction will give start to a new change into the standard offer system. • The project WOW! Reaction will create important partnerships with other brands, everything coordinated by Modà
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COMPANY PROFILE
The WOW! Reaction identifications
• The name was born by the willing of facing off a pessimistic emotional status due to the global economical situation . Wow! Reaction • “wow” it’s a way of being …. it’s a natural way of being or it’s strictly linked to the individual personality or nature. It’s a way of being that everybody can learn during the own life. A person could not be WOW in a specific life phase , but the same person could be WOW in a second time. Modà is challenging to let everybody try to be WOW ! Of course it’s quite difficult to be always WOW, few people can achieve this permanent status. These lucky people are the “illuminati”, the Warriors of Light ( as P. Coelho wrote in his manual). To discover the WOW, to feel WOW it’s a yearning to the eternal life, it’s to go beyond the daily life even if fully lived . WOW is a life positive philosophy, as research of a full life, real, true to be intensively lived. • To be WOW means to be independently oriented with enthusiasm towords the new world, without to many stable reference points. A world made of freedom , such as of more individual responsibilities in the full consciousness that absolut right or wrong choices do not exist. Everything is relative, to be understood following each own instinct. • The new Modà micro Concept will try to let us discover the Wow ! Reaction emotion. • WOW! Reaction. The pleasure coming from shopping has a great appeal on our mood
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COMPANY PROFILE
THE POTENTIAL MARKET
The entrepreneurial idea has been generated to satisfy the main market of the furniture retails. Anyway, as to consider the great format versatility, the micro Store Italian Life style Concept identified Wow! Reaction will be of course proposed to other different channels. Starting form a first needs’ analysis, some reference channels have been priority selected as extremely interesting: • • • • • • • • •
Wellness center ( SPA ) e health spa Beauty center Fashion Store Concept Store Wine shop Restaurant Boutique Hotel Fashion Boutique Luxury mall
WOW! Reaction will express a style potentially declinated by different interpretations. The micro concept Wow! Reaction will be personalized according to the desired products or brands.
01. COMPANY PROFILE
MAIN GOALS
• Opening of N. 9 Wow! Reaction by the Retail, in the best italian cities • Opening of N. 30 Wow! Reaction by the Retail, in the best worldwide cities • Opening of N. 1 concept store Wow! Reaction mono-brand Modà • Visibility of the brands partner part of the project_ Brand Ambassador • Spin-off start-up with products & services linked to the company within 18 months • Opening of micro Concept WOW! reaction by the Retail, in the secondary cities • Presentation of the WOW! Reaction to the most important International Fairs • Openings of N. 5 micro concept WOW!reaction by the different channels, not standard Retail, such as Boutique Hotel, restaurant, wine shop, fashion store etc.
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MISSION
02. MISSION OBJECTS • To drive the consumer, featured by a high level buiyng power and by a constant research of new imputs, toward the purchase of the Italian Life Style. • The consumer is increasingly more and more sensibile to the emotional and experiential “ingredients” during the purchase; the consumer is more and more oriented to satisfy personal and individual needs instead of to go towards the only easy purchase. • To provoke the Retail to face new unknown topics, that at the moment as are not known are not suggested. • To realize a very high level and emotional format featured by aesthetic topics, beauty topics, excellent topics of the made in Italy such as od the “good way to live”. • To suggest a project of “ integrated micro concept “ ( food/fashion/furniture) that can grant the possibility to be sold to a referenced target being long lasting in the supply and demand market. • To place in the reference market as leader in Italian Life Style micro Concept so to change the potential clients into loyal clients intensifying the offer with other products’ integration. • To promote the creation of new spin-off (a new business entity formed to commercialize one or more related inventions generated from the research work from a parent institution.). • To launch and push the selling of the system Italian Life Style thanks to the mini concept Wow! Reaction • Today we all can consider quite fundamental the strong international “feeling” generated from Italy ( the made in Italy); this feeling focus on the communication of the Total Italian Life style, so that the “eccellenza” of the Italian lifestyle. • The themes linked to this feeling are the 3F ( Food / Fashion /Furniture ); the Modà micro concept will collect the 3F • Modà with a specific selection of products is so that becoming a tool to express a lifestyle; Modà along with the Wow! Reaction express together with other important brands a pure lifestyle such as a beauty concept.
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MISSION
02. MISSION I BRAND AMBASSADOR • The Modà micro Concept gives vice to different Italian Life Style feelings thanks to the different Brand Ambassador • The Brand Ambassador are the extra-furniture companies selected for the WOW!reaction project. • The Brand Ambassador are a real active part of the project. • The Brand Ambassador have a full and worldwide visibility on the project. • The Brand Ambassador will transfer their own peculiar lifestyle so to let everybody discover as a pure furniture article could be “expression of real Life Style”. • The micro concept are customized on the bases of the different company’s philosphopy of the Brand Ambassador
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BRAND AMBASSADOR
The most prestigious italian wine family company
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BRAND AMBASSADOR
Laura & Ruggero 41, eclectic fashion designers from the cosmopolitan Milan city
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BRAND AMBASSADOR
The handcrafted tobacco –pipe italian leader
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THE MARKET
03. THE MARKET CONCEPT MOOD • The micro Concept Store identified Wow! reaction will be realized thanks to a specific selection of Modà articles ; these articles will be personalized ad hoc so to express at best the Brands Ambassador philosophy. • We have mainly selected some Modà articles extremely suitable to be personalized to represent the Wow!reaction concept. • Modà collection is extremely smart and suitable to be re-interpreted and contextualized for different needs such as to display the 3F brands. 1) Euphoria has been realized to be a charming and design wine cellar for the food world ( prosecco, chocolate…) _ EUPHORIAwine 2) SUITE 41 has been realized to be a charming and design display for the fashion world ( male & female accessories/ belts/shoes etc.) _SUITE 41 fashion 3) SUITE 41 has been realized to be a charming and design display for the female charm & allure _ SUITE 41 seducion 4) SUITE 41 has been realized to be a charming and design display for the tobacco and spirits world ( cigar/tobacco-pipe / spirits)_ SUITE 41 cigar
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THE MARKET
03. THE MARKET Project & exclusivity of the project • The display-corner Wow! Reaction will be displayed by the retails who joint the project • The display-corner Wow! Reaction will be individually projected by the Modà contractLab • All the display-corner Wow! Reaction will receive a personalized planning based on technical space info. • The display-corner Wow! Reaction will be exclusive, well recognizable and visible. • The Modà contractLab will study the whole environment lay-out for the Wow!reaction • The “standard” display-corner Wow! Reaction will have a recommended standard busy space ( cm. 600x300 x h. 270 ) but it will be time by time re-projected according to the real available space • The display-corner Wow! Reaction will be bought by the client in its totality • The display-corner Wow! Reaction will not be modified without Modà contractLab written approval • The display-corner Wow! Reaction will provoke strong emotional reaction to the consumer : Wow! • The display-corner Wow! Reaction will become the international reference point of the Italian Life Style mood; it will be the eye-catching “eccellenza” of the Italian production • The display-corner Wow! Reaction will collect together the 3F lifestyle ( food-fashion-furniture) • Modà will be the “ art director” of the micro-concept.
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03. MARKETING PLAN
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MARKETING PLAN
Target: Furniture Retail
By the main field of the furniture retail, considered the most important and profitable business, pls take the following into consideration: •
The furniture retail is nowadays living a negative trend owing to a missing interest by final clients
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The furniture retail is nowadays proposing homologate solution for product and style
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The furniture retail is nowadays not recognizable in difference among the other competitors
• The furniture retail is nowadays a little bit skeptical and used to be conservative on suggestions and investments • The furniture retail is nowadays not strong enough to present the Lifestyle concept by its own For all the above mentioned topics, it’s moreover important for the furniture retails to work on a product offer NOT homologate, but on an exclusive product style with great and strong impact that will move the consumer’s interest. The micro concept will NOT only represent the product as it is, but the Lifestyle it gives out The Modà articles selected for the project, with their peculiar features, will help and support the retail profit margin.
03. MARKETING PLAN
Target: Extra Furniture Retail
The Modà micro Concept is suitable to be introduced to extra furniture channel as previously mentioned: • • • • • • • • •
Wellness center ( SPA ) e health spa Beauty center Fashion Store Concept Store Wine shop Restaurant Boutique Hotel Fashion Boutique Luxury mall
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MARKETING PLAN
COMPETITORS
• At presenti it doesn’t exist a furniture company who propose a complete Lifestyle concept • At present it doesn’t exist a furniture company who collected and linked the 3F together • At present it doesn’t exist a furniture company who propose micro Concept of Italian Life style • At present in the furniture retail doen’t exist a similar proposal to the Wow!reaction project
03. MARKETING PLAN
Distributive channels
• The commercialization and distribution of the Wow!reaction display-corner will be done by a direct agency network by Modà and/or by linked company owing to specific target needs such as directly by Modà • The Modà agency network will receive the appropriate technological and innovative tools to be able to propose the new micro concept WOW!reaction • The Modà Commercial Direction will search and reserch for potential “marker” who are already active on the reference target • The Modà agency network will be trained on the new micro concept WOW!reaction • To the Modà agency network will be assigned a numerical budget of micro concept WOW!reaction to open • The Modà agency network will be responsable of the selective and logistic retail/collaborator
selection of the correct
• In the case a sale distribution agreement will be signed with a specific wholesaler , who will have/ask for the esclusivity for some market fields, the business cooperation will be finalized with an official contract where a minimum granted turnover has to be respected
03. MARKETING PLAN
Investment details
The cost of each single display-corner Wow!reaction will be calculated on the related real project and it will include the cost of the Modà goods such as the cost of the decorative object by the Brand Ambassador linked to this mktg strategy. • The final cost of the display-corner concept Wow! Reaction will be communicated in € net • The final cost of the display-corner Wow! Reaction will be totally charged on retail
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MARKETING PLAN
Commercial proposal for agents & showrooms
• The retail net investmente cost to approach the WoW! Reaction project is from € 5.000 to € 10.000 (according to the selected realization) • The propsoed Modà product are innovative and esclusive by Modà a brand of Di Liddo e Perego • The complete goods will be delivered in its totality ( objects and accessories included according to the selected realization) Joining the project the commercial advantages will be the followings: SELL IN • The display investment recovery will be realized by a better granted discount on the following orders. • A 10% extra discount will be applied on all the Modà sold products (ref. orders) till the achievement of the investement amount ( max validity in 9 months ) • Ex. : display-corner investment € 5.000 net/ purchasing orders for € 10.000 net – granted extra discount 10% recovery € 1.000 net • By this way the retail profit margin will increase • Graphic layout and project of the display-corner is free of charge Taking part to the project the following service advantages will be granted : • •
A specific training will be held on site or on-line for sales person A direct and priviledge Skype Custumer Service will be dedicated to the partners
Taking part to the project the following ad and communication advantages will be granted: SELL OUT • Ad campaing by social-media as to retail support • Planned event on site, by retail
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Communication & P.R
• Taking into consideration the uniqueness and exclusivity of the micro concept Modà it’s strictly necessary arrange for a good quality and image campaign based on the differen peculiarities. • Communication is a very important incentive to influence the final clients’ perception and only thanks to the correct mix-matching of technological tools and methods the new micro concept Modà will be communicated to the final client • A web ad campaign on social-media as partner retail’s support will be planned • A specific Press office will be dedicated • A social-media mkt and geo-localization campaign will be arranged • The visibility by the street shop-window will be anyway the best communication • Specific event will be planned by the Retails space
03. MARKETING PLAN
Reserved Press office
Modà has created a dedicated Press office to support the launch of the WOW!reaction project The dedicated Press Office will arrange, every month, for press release on novelties and new opening of the micro concept WOW!reaction The dedicated Press Office will get in contact with : * The luxury network (magazines, web, blogs, social etc) * The 3F network (magazines, web, blogs, social etc) * The design furniture network (magazines, web, blogs, social etc)
03. MARKETING PLAN
AD campaign
Each individual opening of a micro concept WOW!reaction will be supported by a dedicated ad campaing: * Dedicated Wow!reaction press release to be sent to the local press dedicated to the individual retail * Promotional campaign and promotional web banner on FB Ads dedicated to the individual retail * Event dedicated to the individual retail * Blog presenxce dedicated to the individual retail
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SOCIAL MEDIA
Each individual opening of a Modà micro concept will be supported by a dedicated “event communication “ Social media sites are an innovative method to create buzz and influece the final public Thanks to social ad campaign the event save the date will be spread thanks to the possibility to reach specific target people and finalize a calendar appointment with related reminder. Twitter, facebook, blog and other will be tools. The retail event will be advertised by a dedicated FB event page (Facebook Events) where all the details will be shared and where all the potential comments and info will be communicated to interested people. Doing this a community will grow , creting the database for any potential future events. The same event will be of course share on : * LinkedIn * Twitter The Modà Wow!reaction will arrange for event ads able to reach people outside every single and individual network, improving and incresing the contact with final or professioanl users interested to the event.
03. MARKETING PLAN
Production Headquarter
The official production site is by our main headquarte Di Liddo & Perego
03. MARKETING PLAN
Leading time
Official Wow!reaction leading time is 30 working days.
04. PLAN OF OPERATION
Supplying materials
All the Modà articles along with all the selection of the Modà Wow!reaction articles are made in italy .
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COMPANY MANAGEMENT & ORGANIZATION
05. COMPANY MANAGEMENT & ORGANIZATION The mktg project will be followed and directed by the N. 2 Modà Commecial Director, who will coordinate and arrange for all the necessary activities to finalize the perfect collaborator and the correct location to open the micro concept WOW!reaction. The Modà Commercial Direction will collaborate with the single aModà agency on the different markets , national and international. A dedicated Customer Service will be identified A dedicated project dept will be identified for the WOW!reaction project
COMMERCIAL DIRECTORS Perego Matteo Besana Veronica TECH AND PROJECT OFFICE – Modà ContractLab Daniela Perego ART DIRECTOR e FASHION DESIGNER Laura Corti Ruggero Stella OPERATION DIRECTOR Pirovano Piero
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PROJECT POTENTIALS
07 .PROJECT POTENTIALS Validity and Setting up • The following considerations are referred to the obtained result for the analysis of the primary targer (furniture Retail ) and will NOT take into consideration the possibility to approach on different markets/fiels ( extra furnitureretail).We are aware that by these extra furniture retail market the potential profit will be quite interesting, prudently speaking, such as thanks to the creation of spin-off company the profit margin coudl be moreover increased. • At the beginning phase the selected Brand Ambassador are N. 3, but of course coudl be improved by the project development in the next future. • By these considerations it comes out clear that the Wow!reaction project, mainly forecasted on the primary target of the furniture retail, presents positive and innovative imputs as nowadays it doesn’t exist a similar proposal on the furniture retail market. Micro concept opening in the next 12 months
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07 .PROJECT POTENTIALS AREA
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PROJECT POTENTIALS
Micro concept opening in the next 12 months
N. CONCEPT CITTA’ PRIMARIE
N. CONCEPT CITTA’ SECONDARIE
Italia
Milano Roma Venezia
Capri - Forte dei Marmi Portofino - Taormina Bellaggio - Porto Rotondo
UK
Londra
Manchester - Liverpool
Irlanda
Dublino
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Olanda
Amsterdam
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Francia
Parigi - Lione
Bourdeaux - Touluse Montecarlo Saint Tropez
Austria
Vienna
Linz
Svizzera
Zurigo - Ginevra
St. Moritz
Spagna
Marbella - Barcellona
Madrid
Portogallo
Lisbona
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Rep. Ceca
Praga
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Polonia
Varsavia
Wrozlav
Slovacchia
Bratislava
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Ungheria
Budapest
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Romania
Bucarest
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Slovenia
Liubliana
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Croazia
Zagabria
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Serbia
Belgrado
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Montenegro
Podgorica
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Bulgaria
Sofia
Varna/Burgas - Plovdiv
Turchia
Istanbul
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Russia
Mosca - S. Pietroburgo
Khabarovsk - Ufa
Ucraina
Kiev - Kharkov
Dnepropetrovsk
Kazakistan
Almaty
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Lituania Estonia Lituania
Tallin Vilnius Riga
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Moldavia
Chisinau
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AREA
N. CONCEPT CITTA’ PRIMARIE
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POTENZIALITA’ DEL PROGETTO
N. CONCEPT CITTA’ SECONDARIE
Georgia
Tiblisi
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Azerbaijan
Baku
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Armenia
Erevan
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UAE
Dubai - Abu Dhabi
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A. Saudita
Riyadh
Jeddah
Oman
Mascate
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Kuwait
Kuwait city
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Bahrein
Manama
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Qatar
Doha
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Giappone
Tokyo
Osaka
CIna
Pechino - Shanghai
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Sud Korea
Seoul
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Taiwan
Taipei
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HK
Hk
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Macau
Macau
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Singapore
Singapore
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Malesia
Kuala Lumpur
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Tailandia
Bangkok
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India
New Delhi - Mumbai
Hyderabad
Africa
Johannesburg - Cape Town
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Brasile
S.Paolo
Rio De Janeiro - Florianopolis
Messico
Città del Messico
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Colombia
Bogotà
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Canada
Montreal
Vancouver
USA
Miami - NY Washington Los Angeles
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SWOT ANALYSIS
08. SWOT ANALYSIS STRENGHT POINTS The SWOT analysys (Strenghts, weaknesses, Opportunities, Threats) consists in the analysis of the strenght points, weak points, opportunities and threats. • WOW!reaction will be a complete lifestyle project • WOW! reaction will be patented ,and for this reason unique and not repeatable • WOW! reaction by Modà the identified name will be registered to enforce the exclusive image on the market • WOW! Reaction project will be supported by the joined Brand Ambassador • Unconventional sale and mkgt strategy will be dedicated • The WOW! reaction proposal will not be comparable • The final client will be highly followed by a trained sale person and moreover supported and suggested with great competence; for this reason our joined collaborators will follow a specific training • A dedicated channel will be realized as main support for ad and promotional campaign
08. SWOT ANALYSIS WEAK POINTS • The Modà micro concept location has to be carefully selected and identified according to the international interest • At present the micro concept store is a embryonic phenomenon for the final client • The target of the mkgt staff and of the collaborator/sale person should be to express and communicate loyality and reliability to the final client, such as to create the possibility to let them live a dream • The furniture Retail should improve its professional skills to propose and suggest different products and not only furniture.
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ANALISI SWOT
08. SWOT ANALYSIS OPPORTUNITIES • The micro Concept Modà project has the opportunity to create in more than a commercial channel and field, so that the solutions will belong lasting along with great and future potential situations • The final target of the Modà micro Concept are miscellaneous so that it doesn’t exist a direct contrast among them. Moreover these targets are numerical important and constantly researching novelties. • The new unconventional format will facilitate an interesting profit margin out of standards. • The investment recovery is forecasted within 6 months and the forecasted company risk is low as the starting investment is absolutely balanced and totally “recredit” by the special saled conditions of the Wow!reaction project • Side by side to the main company activity , i twill be possibile to create spin-off company so to improve and increase the profit margin
08. SWOT ANALYSIS THREATS • Decisional time by the furniture retail could be a post-poning element for the effective realization • The project should be extremely and clearly visible to influence and create a new enquiry • The furniture retail could underestimate the potential development of the project.
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ENTREPRENEURIAL GROUP
09. ENTREPRENEURIAL GROUP The complete WOW! Reaction project will be arranged, coordinated and realized by the Arch. Perego Matteo Ceo Modà.
10. PROJECT’S OFFICIAL TOOLS • Detailled Business plan • Graphyc Layout • Video- Presentation • Comemrcial Proposal
11. INTELLECTUAL PROPOERTY RIGHT
This official document has been created and written by Matteo Perego - Ceo Modà and it’s strictly reserved. Re-production or dissemination of the information presented in this document to anyone and in any circumstances, without the written approval of Perego Matteo – Ceo Modà, is strictly forbidden. The document is composed by n.23 (twenty-three) pages and it has been presented and in copy given. data _______________________________ to the kind att :______________________________ signature :
To receive more details: Matteo Perego: matteoperego@diliddoeperego.it Veronica Besana: veronicabesana@diliddoeperego.it Modà - Di Liddo & Perego via Trieste 71 - 20821 Meda (MB) - Tel. +39.0362-342290 - www.modacollection.it
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