Business Proposal and New Venture Pitch Presentation: Daniel Platt Ltd

This business proposal outlines Daniel Platt Ltd's plan to manufacture clay roof tiles, addressing the increasing demand and builder shortages. The company focuses on a niche market, utilizing innovative techniques and machines to ensure product availability. The proposal includes market research, segmentation, targeting, and positioning strategies. Marketing strategies encompass product, price, place, and promotion. Operational requirements involve tangible and intangible resources, as well as legal compliance. A hybrid pricing strategy is proposed, and financial forecasting covers sales, costs, and cash flow. The company seeks £500,000 from investors. Contingency and exit strategies are also detailed, including short-term plans to mitigate risks. The proposal emphasizes the unique selling points of the tiles, such as their cool and durable nature, flexible designs, and sizes to attract customers.

Business Proposal and
New Venture Pitch
Presentation

Executive Summary
Daniel Platt Ltd is a time manufacturer which is planning to manufacture the clay roof
tiles as the demand for such tiles are increasing in comparison to the supply. Due to this the
builders faces the shortage of such tiles that affects their business. To resolve this issue they are
planning to launch this product with effective innovation and better technology so that they can
ensure the availability. This report is prepared for the investors due to which it includes various
strategies so formulated by the company such as Cost and pricing strategy, exit strategy,
financial forecasting, operational requirements, market research etc. It will rnable them to
underastnd the actions which will taken by the company and where they will be utilising their
funds.

Table of Contents
Executive Summary.........................................................................................................................3
Owners Experience/ Background....................................................................................................5
Explain what the New Venture focuses on and how this will be provided.....................................5
Market Research will need to be conducted in order to assess the viability of the New Venture...5
Operational Requirements...............................................................................................................8
Cost and pricing strategy.................................................................................................................8
Financial Forecasting.......................................................................................................................8
Contingency Plan/ Exit Strategy......................................................................................................9
REFERENCES................................................................................................................................9

Owners Experience/ Background
Daniel Platt Ltd. is a private company that has been in the line of manufacturing clay roof
tiles and floor tiles that adds beauty to the homes and buildings which can be either private or
public. The products are manufactured with the help of various traditional skills which are
passed from generation to generation but making their natural clay tiles a finest one. The
Staffordshire clay are used by them are rich in Iron Oxides which makes tiles nard and
immensely durable for flooring and roofing. William Wilkes is the technical manager which is
responsible for taking all the technical decisions for the company.
Explain what the New Venture focuses on and how this will be provided
These days the builders are using various clay roof tiles while constructing the building but
such tiles are not easily available to them at the time of constructing, especially they are not
available in valley area. The Daniel Platt has to adapt the changing needs to the market with
innovation in their products so that they can resolve the problems so faced by the builders. For
this they focus upon the niche market of the clay roofs instead of highly competitive market of
ceramic tiles. With the help of these clay roof tiles with flexible product designs they can
establish a strong market for the product with a distinct position in the market. The idea is that
they will construct such tiles with the use of innovative techniques and machines instead of
traditional methods so that they can produce sufficient number of tiles as per the requirements of
the builders (Masonand and Botelho, 2016). They can succeed in this with the assistance from
Innovation Actions Programme, West Midlands. The agents for the regional development will
enable them to make their innovative idea real and effective.
Market Research will need to be conducted in order to assess the viability of
the New Venture
For adopting the changing taking place in the market it is important for the businesses to
identify the needs to the market. To understand this managers of the organisation need to conduct
the research which enable them to identify the specific needs and according to such need they

formulate various strategies. For this business venture the market information will be gathered
with the help of various secondary sources and data collection method. On the basis of such
information various strategies are formulate for the company which are given below:
Market segmentation: With the help of this strategy the company can identify the market that
they have to cater. For this they must adopt the strategy of segmentation, targeting and
positioning of their products (Moonand and Kim, 2019). This will enable them to reach to the
specific customers. The strategies for the company are given below:
Segmentation: The segmentation of the market for the roof tiles can be done on the basis
of the type of product that they manufacture and type of the industry to which they will be
providing their goods. The type of the product depends upon the structure of the house and its
location where the building is to be constructed. The tile can be flat and profiled which is used
by the builders as per the layout. The type of industry considered for segmentation includes
residential buildings and non-residential buildings (Song, 2018). Before manufacturing these
clay roof tiles the need to these products to the builders will be identified. Along with this Daniel
Platt will take into consideration the location while segmenting the market as the requirement of
designs vary from country to country such as North America, Europe and Asia-Pacific.
Targeting: These products are directly used in the construction due to which the
company will target all the builders, homeowners and the companies which are related with the
construction. This is because they only guide the end-users about which product they must use
for construction. Also the company will target the government department which is responsible
for undertaking construction in the country. It will enable Daniel Platt to provide their products
to the public undertaking.
Positioning: With the help of positioning strategy the company can make their targeted
customer know the benefits of their products to them and to the ultimate users. For this they
focuses upon the two key aspects that are- the designs of their tiles are flexible as per the niche
market that they are targeting and ensure the availability of the time to the builders as and when
they requires. Along with this the key of their positioning is an alternative to cool and durable
roofing.
Marketing strategies and competitors: To be successful it is important for the business to
identify various strategies that they can reduce the impact of various environmental factors and

internal factors that can affect the operations of the company (YANGand ZHAO, 2017). For this
Daniel Platt need to focus upon marketing mix strategy which includes:
Product: The product that has been offered by the company are the clay roof tiles as they
are used by the builders in construction but are not available to them. Such tiles will be
manufactured with the assistance of the various programmes so that the problem of shortage can
be dealt with.
Price: The pricing strategy that they can focus upon is hybrid strategy in which the
Daniel Platt will take into consideration the competitive strategy and premium strategy. The
factors that they will consider include the differentiation of the product than that of the
competitors, prices of the competitors for the similar products, cost for manufacturing the goods.
Place: With the help of this strategy the distribution channel will be determined that
includes various intermediaries. Daniel Platt will make supply their orders directly to the clients
by taking orders through their representatives in the markets. For this the company will appoint
various agents and will use shop front strategy by making samples available through such agents.
This will enable them to save the cost associated with retail outlets (Alqahtani, and Gupta, 2017).
Promotion: The promotion strategy of the company will enable them to effectively
communicate with their target market. The strategy which they need to focus upon is through
newspapers, billboards, trade fairs, exhibitions and personal relations of the agents with the
contractors and builders. This strategy will enable them to create awareness about their products.
Competitors of the company: There are other manufacturers of clay roof tiles but they
cannot manufacture in adequate quantity. But their existing strategy can have impact such as
their pricing strategy and already established channel can have impact on the business. To deal
with it effectively the marketing mix strategy is prepared for Daniel Platt. The major competitors
of Daniel Platt include Heritage Clay Tiles Ltd., Traditional Clay Roof Tiles Ltd., Hinton Perry
and Davenhill Ltd. etc.
Unique Selling Point: The unique selling strategy of the company includes that of the
products that they have been offering to the customers (Liu, 2017). These tiles are cool and
durable, flexible with the shapes and sizes so that they can easily attract the interest of the
customers.

Operational Requirements
For manufacturing the tiles a lot of resources are to be arranged by the companies which
include the permissions from the government for manufacturing, material to be used and many
more. Some of such operational requirements of Daniel Platt are given below:
Tangible and intangible requirements: The tangible and intangible requirements include:
 The raw material such as clay minerals, chemical additives for the process of shaping of
the tiles etc.
 Various machineries such as filter, compressors, grinders, infrared lamps for drying the
tiles, burner for firing the tiles which will prevent them from cracking and shrinkage
(Deepak, 2019).
 The intangible requirements include implication of various control process with the help
of which they can ensure the quality of the products and their availability. Such as they
need to adopt the statistical process control for each and every step which will enable
them to ensure the waste management, availability of the material etc.
Legal Requirements: It is important for each and every business to comply with various
legal requirements of the businesses so that they can deal with the impact of such requirements
(Kuratko, 2016). The requirements that they need to comply with include:
 Material to be used in the manufacturing must be CE marked which indicated the quality
of the products,
 The set regulations of BS EN 12004 need to be complied with which ensures the
minimum performances requirements of the products.
 The training and development of the staff as per the industry norms along with various
safety standards within the factory.
Cost and pricing strategy
The company formulate various pricing strategy for the company and in which they need to
take into consideration various factors and elements of cost which includes both fixed and
variable. For the clay roof tiles hybrid pricing strategy will be adopted by Daniel Platt as with
this they can deal take competitive advantage over others. For calculating the total cost they will
includes cost of all the raw material, labour and indirect expenses along with fixed cost. Also
they will take into consideration the promotional cost (York, O'Neiland, Sarasvathy, 2016). They
will divide the total cost with the number of unit so that they can identify the cost per unit.

Financial Forecasting
Sales and cost forecasting: On the basis of the forecasting of the sales and the cost the material
is procured by the company. For this the lot of units to be produced is estimated to be 2500 in the
first month and accordingly the material and funds will be required by the company. Such unit is
expected to increase to 10000 in the coming month (Kotler, and Brennan,2018 ).
Cash flow forecast: The projected cash flow for the business if given below:
How much are you asking from investors?
For undertaking the project the funds are required by the business for procuring various
resources and material for operational requirements of the business. The funds that is been
required by the company is approximately £500000.

Contingency Plan/ Exit Strategy
While managing the business it is important for the business to plan for their exit strategy
and to plan for the contingencies as with the help of this they can easily get out the failure and
can reduce the impact on all the stakeholders. Such strategies for Daniel Platt are:
Short-term: The short term contingency plan will enable the Daniel Platt to deal with the
chances of the failure of the business (Burns, 2016 ). For this the managers can determine the
factors which are crucial for the business which includes all the material of the business, funds
etc. Along with this risk must also be identified. The short term strategy that they can focus upon
is selling off some share of the business to any channel partner, friend or any other trustable
person.
Long-term: The long term exit strategy of the business that can be adopted by them
includes merger and acquisition as with the help of this they can sell their part business to similar
company.

REFERENCES
Books & Journals
Alqahtani, A.Y. and Gupta, S.M., 2017. Warranty as a marketing strategy for remanufactured
products. Journal of Cleaner Production. 161. pp.1294-1307.
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kuratko, D.F., 2016. Entrepreneurship: Theory, process, and practice. Cengage Learning.
Liu, Y., and et.al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing. 81(1). pp.83-102.
Mason, C. and Botelho, T., 2016. The role of the exit in the initial screening of investment
opportunities: The case of business angel syndicate gatekeepers. International Small
Business Journal. 34(2). pp.157-175.
Moon, Y.C. and Kim, M.J., 2019. Structural Relationships of the Consumers' Understanding on
the Event, Product Satisfaction, Promotional Strategies, and Behavioral Intention in a
Promotional Event for Agricultural Diversification. Journal of Agricultural Extension
& Community Development. 26(1). pp.31-46.
Song, R., and et.al., 2018. When marketing strategy meets culture: the role of culture in product
evaluations. Journal of the Academy of Marketing Science. 46(3). pp.384-402.
YANG, K. and ZHAO, X.N., 2017. The Mechanism for Stated-owned Enterprises' Strategic
Transformation: Content, Path and Mode. Journal of Wuxi Vocational Institute of
Commerce. (3). p.1.
York, J.G., O'Neil, I. and Sarasvathy, S.D., 2016. Exploring environmental entrepreneurship:
Identity coupling, venture goals, and stakeholder incentives. Journal of Management
Studies. 53(5). pp.695-737.