Comprehensive Business Plan Analysis: Flexy e-bot Stroller in Germany

This document presents a comprehensive business plan for the Flexy e-bot stroller, designed for the German market. It begins with an abstract outlining the stroller's innovative features, integrating technology to enhance its functionality beyond traditional use. The plan covers key aspects such as th...Read More

RUNNING HEAD: Business Plan
Business Plan

Business Plan 1
Abstract
The objective of the paper is to provide details about the business plan analysis for a e-bot
stroller. The product is one of its kind that is presented in the market of Germany. The e-bot
stroller is made using the theme of stroller but it is equipped with technology in it. The product is
made by providing additional space to the customer to increase its usage other than just for
stroller purposes. The below mentioned business plan is prepared for the company Flexy so as to
guide the company to introduce success for the business. Organizational structures along with
financial projections are discussed in the paper so as to enlighten the reader about the ways in
which the company should perform its business functions. More details about business plan of
the company Flexy e-bot stroller are mentioned below:

Business Plan 2
Contents
Introduction......................................................................................................................................1
Objectives of Business.....................................................................................................................1
Business Model Canvas...................................................................................................................2
Products...........................................................................................................................................4
Market Analysis...............................................................................................................................4
PESTEL.......................................................................................................................................4
SWOT..........................................................................................................................................6
Management....................................................................................................................................7
Financial Plan and Forecasting........................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
Appendices....................................................................................................................................12

Business Plan 3
Introduction
The scope of the paper is to explain the reader with the subject material details for the product e-
bot stroller. The aim of this business plan is to give detailed analysis of the modification in the
regular stroller product displayed in the market. The electronic stroller is the development of the
stroller product would help people in transportation and storage of goods. The report explains
objectives, business model canvas, products and market analysis about the company Flexy e-bot
Stroller. The objective of the organization Flexy e-bot stroller is to sell 1000 units of the stroller
in the initial year of the business. The business plan would help the organization to analyse the
external market condition and strategies that the company should implement in order to succeed
in the market of Germany1.
Objectives of Business
 Objective of the organization is to initiate purchase 1000 units of the products in the first
year so as to help the business to boost up sales. The objective of the company is to
introduce development in the product segment so let the customers enjoy comfortability
and help them with their daily chores.
 The vision of the organization is to help the people of Germany with their day to day
work by helping them to use e-bot stroller to carry their personal things along with
carrying their baby.
 The mission of the organization is to maximize the sales of e-bot stroller in the business
environment. The organization also aspires to consistently increase the sales consistently.
They also aim to increase the brand recognition of the organization in the market of
Germany2.
Business Model Canvas
Key Partners
 Resource and
Key Activities
 Customer
Value
Proposition
Customer
Relationships
Customer Segments
 Customers
1 Achterberg, L.H., Omar, M., Ambituuni, A. and Roll, O., 2018. Facts or gut feelings: analysis of external pricing
antecedents for SMEs in Germany. Journal of Small Business and Enterprise Development.
2 Longhurst, K., 2018. Germany and the Use of Force. Manchester University Press.

Business Plan 4
steel presence
 Lease
machinery
providers
 Contractor
 Textile printers
 Suppliers
 Retailers
service
 Material
packaging
 E-commerce
 Shipping
 Order
processing
 Shipping
 Material
acquisition
service
 Product
delivery
 Product
manufacturing
 Production of
high quality
stroller
 High yield
design
 Valuable
product
 Accessibility
to easy
lifestyle
 Channel for
customer
interaction
 Use of high
quality
technology in
daily life 3
 Effective
customer
relationshi
p
 Technolog
y based
production
 Customer
requirement
products
 Brand
Manageme
nt
 Relationshi
p with
internation
al brands
 Loyalty
and
comfortabil
ity of
people
 Brands
 New and
developing
brands
 Families and
singles
Key Resources
 All natural
resources
 Marketers and
advertisers
 User
interaction
generated
content
 Social media
marketers and
agencies
 Back office
employees
 Platform
Channels
 Presence of
online platform
 Use of marketing
technique
 Advertisements
 Affiliate and
media marketing
facilities
 Social media
pages
 Events and
engagement
 Word of Mouth
Cost Structure Revenue Streams
3 Ketata, I., Sofka, W. and Grimpe, C., 2015. The role of internal capabilities and firms' environment for sustainable
innovation: evidence for G ermany. R&d Management, 45(1), pp.60-75.

Business Plan 5
 R&D expense
 Technology expenditure
 Adoption cost of new trends
 Production and supply costs
 Marketing and sales
 Cost of expansion
 Platform development cost
 Employee wages
 Selling expense
 Employees management expense
 Logistics and supply chain
 Sales of goods using online platform
 Physical sales
 Ads
 Affiliate Clicks
 Sponsorship
Products
The Flexy e-bot stroller is an innovative and technically equipped stroller that not only helps the
people to carry their children in it but it also the people to perform other functions and make their
life easier. The e-bot stroller is comparative larger in size than a normal stroller and the
technology feature in the stroller helps in enhancing its use. The stressful life of people could
make them face hard time in managing daily chores of life. This stroller would help them to
carry their products in it and travel to locations with an optimum speed. The stroller helps in
transportation to people who cannot carry their own vehicles. The stroller could help the parents
to carry their children and store their products at the same time. Supervision, leisure, caregiver,
storage etc. can be acted as the adjectives of the Flexy e-bot stroller. This product is easy to carry
and adjustable so that people could regularly use it to help them in their lifestyle and not get
stuck in their work. The product would be at the tips of the users, as the use of technology would
help the customer to make their life comfortable and manage it properly.
Market Analysis
PESTEL
Political: the political environment is Germany represents that the nation is a self-governing
republic. The leader (president) is regarded as the head of the state that runs the nation. The head
of government is Chancellor and he exercises the executive authority by using cabinet. The role

Business Plan 6
of chancellor has almost identical power to the prime minister. The country has good relations
with France, European Union and other nations as well. The alliance of the country with several
other nations helps them to initiate effective trade activities as well. The country has strongest
relation with US in European Union that makes them confident and strong political nation in the
worldwide environment4.
Economic: the nation Germany is 4th largest nation in the world in terms of economic value and
stable environment. The nation’s GDP in the year 2019 was $3863.34 billion that grew by 0.6%
as compared to 2018. Per capital GDP of Germany in the year 2019 was $46,564 billion. Further,
it should be noted that there is high degree of availability of raw material in the environment of
Germany as the unemployment rate is only 3.2% that is one of the lowest in the world. The
economic position of the country is stable due to which the organizations provide high paid jobs
to the employees with generous benefits as well. Job protection facility is also provided to the
people in the nation. The tax rate of the nation starts with 14% which is easily paid by people5.
The country majorly exports the automobiles in the worldwide environment.
Social: Germany is regarded as one of best countries for a person to live in the world as there is
presence of adequate economic value, scenic beauty and quality of life as well. The total
populace of the nation is 82.2 million and it is the most populated country in Europe. The life
expectancy for men and women in the nation are 78 years and 83 years respectively. However,
the number of retired people in the nation is increasing as compared to the millennial. The
country is a cosmopolitan nation where people live a healthy active lifestyle. Major population in
Germany believe in the religion of Christianity. People living in this nation have high standard of
living and believe in shaping their life by using freedom and equality6.
Technological: the nation is seen as one of leading car manufacturers in the world which means
that optimum technology is available in the environment. The country comes on the 5th position
4 Hermwille, L., 2016. The role of narratives in socio-technical transitions—Fukushima and the energy regimes of
Japan, Germany, and the United Kingdom. Energy Research & Social Science, 11, pp.237-246.
5 Country Economy., (2019) Germany GDP - Gross Domestic Product [online]. Available from
<https://countryeconomy.com/gdp/germany> [Accessed on 12 Feb. 20].
6 Statistics Times., (2019) Projected GDP Ranking (2019-2024) [online]. Available from <
http://statisticstimes.com/economy/projected-world-gdp-ranking.php > [Accessed on 12 Feb. 20].

Business Plan 7
in case of using technology to upgrade their products and services in the environment. All the
companies of Germany focus on investing in the research and development segment so as to
improve the product and service quality and delivery process. The information technology
industry employs more than 1 million in Germany in order to help other industries to improve
their products and services.
Environmental: tourism is also another important industry for the nation that contributes in
overall GDP. Germany is also remarked as one of the top traveller destinations in the world. This
industry contributes around 4.5% to the GDP as the nation has many scenic beauty and history
for people to visit. Despite of having pleasant environment, it should be noted that the nation
faces environmental degradation problem like acid rain, forest damage etc. The government is
also taking several initiative to protect the current position of the nature and preserve it for the
future generation as well. The government has also introduced a plan to improve the working
style of the companies so as to tackle with the business activities by using fewer resources as
well.
Legal: the legal landscape of the nation states that the country provides fixed and stringent laws
for the companies working in different industries. The government does not negotiate with the
penalties if an organization performs unethical actions. Several employments related laws are
needed to be followed by every organization in order to protect the interest of labour7. Minimum
wage rate in Germany in 2019 was €9.19 per hour and it is expected to increase in the year 2020.
Also, the employees are provided to 25 to 30 days of holidays every year8.
SWOT
Strengths: the biggest strength of Flexy e-bot stroller is that it is convenient for people to use in
their daily life and on a regular basis. This product would help the people to become multi-tasker
and perform several chores at a time. The e-bot stroller is easy to carry and is extremely spacious
7 Aggestam, L. and Hyde-Price, A., 2019. Learning to Lead? Germany and the Leadership Paradox in EU Foreign
Policy. German Politics, pp.1-17.
8 World Population Review., (2019) Countries In Europe 2020 [online]. Available from <
http://worldpopulationreview.com/countries/countries-in-europe/ > [Accessed on 12 Feb. 20].

Business Plan 8
as well due to which the customers would require to carry the burden of goods. Technological
advancement in the stroller will also work in increasing the satisfaction level of people9.
Weakness: the e-bot stroller is an innovative product produced in the environment due to which
it is costly for middle income level person to use it. It should be noted that high amount of
resources were required by the organization in research and development so as to create
innovation in the product. High pricing of the product reduces the scope of customer segment for
the organization. Also, it should be noted that this product is not generated on the basis of needs
as people are easily doing their chores without using stroller as well10.
Opportunities: the biggest opportunity for the organization is business expansion strategies. More
than the common people, this product might be useful for companies present in different
industries like healthcare and medical, ecommerce etc. Apart from the business purpose use of
the e-bot stroller, this product gains opportunity to attract and entertain children in the
environment. It can be used as trolleys filled with technological advancement.
Threats: the biggest threat of the organization in the market is low availability of market share.
This product is an addition to the resources of the customer but the customers do not feel the
need to purchase the product. Resulting in which, implementing effective sales in the initial year
can act as a threat for the growth and prosperity of the organization Flexy e-bot stroller11.
Management
Organization Structure
Being a new business venture, the organization should initially introduce divisional
organizational structure in the internal business environment. This type of structure would help
the organization to divide the functioning of the company on the basis of areas to function and let
the employees work in their respective segment. The responsibility is segregated to the different
9 McKeever, M., 2016. How to write a business plan. Nolo.
10 Barrow, C., Barrow, P. and Brown, R., 2015. The business plan workbook: A practical guide to new venture
creation and development. Kogan Page Publishers.
11 Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan International Higher
Education.

Business Plan 9
supervisors for their departments and they are held liable for the work done by their department
only. This type of organization structure differentiates the business functioning of the company
and yet unites them together to achieve organizational objective12.
Human Resource
Considering adequate availability of human resource present in Germany, the management hire
people from the environment of Germany. The company would hire nearly 25 people for the
organization for the manufacturing of the stroller, selling and advertising and lastly managing the
functions. Further, in case of workload or human resource requirement, the organization would
hire people on contract basis. This would help them to cut extra costing from the budget and hire
people on the basis of requirement only. Further, as the organization is using divisional
organizational structure, thus the top level management would provide adequate amount of
authority and responsibility to the employees in the business environment13.
Production
The Flexy e-bot stroller aims to start the production process by using in-house manufacturing
technique. This type of technique would help the organization to closely monitor the
manufacturing process. As mentioned above that the organization is inventing a product in the
market whose specifications are known to the employees. Thus, the supervisor needs to analyse
the production and operation process as every stage if they want to produce the products based
on their requirements. Apart from the in-house production, the company could also make use of
sub-contract process in the production activity as well. Once the demand is generated in the
market, the company would attain specialization in producing such products, so they can give
instructions to the contractors to produce such goods for them in case of high demand14.
Sales and Distribution
12 Hervert-Escobar, L., López-Ramos, F. and Esquivel-Flores, O.A., 2016. Integrated approach to assignment,
scheduling and routing problems in a sales territory business plan. Procedia Computer Science, 80, pp.1887-1896.
13 Navarro, F., 2015. Business plan: A preliminary approach to an unknown genre. Ibérica, Revista de la Asociación
Europea de Lenguas para Fines Específicos, (30), pp.129-153.
14 Gabler, C.B., Panagopoulos, N., Vlachos, P.A. and Rapp, A., 2017. Developing an environmentally sustainable
business plan: An international B2B case study. Corporate Social Responsibility and Environmental
Management, 24(4), pp.261-272.

Business Plan 10
In terms of sales and distribution strategy, the organization would make use of online and offline
promotion activity to promote the brand image in the market. Once the marketing activity is
completed, then the organization should initially focus on supplying the products in the European
market only. The domestic logistics should be used to supply the e-bot stroller in the market of
Germany and in rest of Europe as well. The domestic logistics have already gained excel in the
distribution management, thus, they would help the organization to supply the products in the
market in a hassle free manner15.
Research and Development
The company would invest huge amount in the research and development process. It is important
for the business to analyse the need of the e-bot stroller in the market and what benefits it would
provide to the customers in the market. Further, the organization needs to segment the market
and develop the product keeping in mind the interest of primary target customers of the
organization. The research and development activity would also help the organization to refine
the product, introduce technology and serve it to the customers so as to meet their demand in the
market16.
Financial Plan and Forecasting
The financial projections of the organization states that the company would sell 1000 units of the
product in the initial year at the selling price of € 350 in the European market. The company
would constantly attain profitability for 10 years furthermore, they should plan business
expansion activity afterwards. It should be noted that the sales of the organization is expected to
increase by 10% every year. The total start up cost of the organization would be € 310,850.00 on
which the company would earn net profit of € 93,500.00.
15 Qureshi, M.S., Saeed, S. and Wasti, S.W.M., 2016. The impact of various entrepreneurial interventions during the
business plan competition on the entrepreneur identity aspirations of participants. Journal of global
entrepreneurship research, 6(1), p.9.
16 McKenzie, D., 2015. Identifying and spurring high-growth entrepreneurship: Experimental evidence from a
business plan competition. The World Bank.

Business Plan 11
Conclusion
Thus, in the limelight of above mentioned events, the fact should be noted that the paper
highlighted information about the development of a new business idea in the market of Germany.
The organization Flexy is aiming to convert a usual stroller for better purposes in the market.
The organization has aimed to supply the stroller by making it technologically equipped and
making it more spacious as well. The business report highlighted the financial projections for the
organization for upcoming 10 years and their market analysis and managerial activities as well. It
is expected that the organization would consistently grow in the time period of 10 years by
supplying products initially in Germany and then in whole Europe.

Business Plan 12
References
Achterberg, L.H., Omar, M., Ambituuni, A. and Roll, O., 2018. Facts or gut feelings: analysis of
external pricing antecedents for SMEs in Germany. Journal of Small Business and Enterprise
Development.
Aggestam, L. and Hyde-Price, A., 2019. Learning to Lead? Germany and the Leadership
Paradox in EU Foreign Policy. German Politics, pp.1-17.
Barrow, C., Barrow, P. and Brown, R., 2015. The business plan workbook: A practical guide to
new venture creation and development. Kogan Page Publishers.
Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Country Economy., (2019) Germany GDP - Gross Domestic Product [online]. Available from
<https://countryeconomy.com/gdp/germany> [Accessed on 12 Feb. 20].
Gabler, C.B., Panagopoulos, N., Vlachos, P.A. and Rapp, A., 2017. Developing an
environmentally sustainable business plan: An international B2B case study. Corporate Social
Responsibility and Environmental Management, 24(4), pp.261-272.
Hermwille, L., 2016. The role of narratives in socio-technical transitions—Fukushima and the
energy regimes of Japan, Germany, and the United Kingdom. Energy Research & Social
Science, 11, pp.237-246.
Hervert-Escobar, L., López-Ramos, F. and Esquivel-Flores, O.A., 2016. Integrated approach to
assignment, scheduling and routing problems in a sales territory business plan. Procedia
Computer Science, 80, pp.1887-1896.
Ketata, I., Sofka, W. and Grimpe, C., 2015. The role of internal capabilities and firms'
environment for sustainable innovation: evidence for G ermany. R&d Management, 45(1),
pp.60-75.
Longhurst, K., 2018. Germany and the Use of Force. Manchester University Press.

Business Plan 13
McKeever, M., 2016. How to write a business plan. Nolo.
McKenzie, D., 2015. Identifying and spurring high-growth entrepreneurship: Experimental
evidence from a business plan competition. The World Bank.
Navarro, F., 2015. Business plan: A preliminary approach to an unknown genre. Ibérica, Revista
de la Asociación Europea de Lenguas para Fines Específicos, (30), pp.129-153.
Qureshi, M.S., Saeed, S. and Wasti, S.W.M., 2016. The impact of various entrepreneurial
interventions during the business plan competition on the entrepreneur identity aspirations of
participants. Journal of global entrepreneurship research, 6(1), p.9.
Statistics Times., (2019) Projected GDP Ranking (2019-2024) [online]. Available from <
http://statisticstimes.com/economy/projected-world-gdp-ranking.php > [Accessed on 12 Feb.
20].
World Population Review., (2019) Countries In Europe 2020 [online]. Available from <
http://worldpopulationreview.com/countries/countries-in-europe/ > [Accessed on 12 Feb. 20].

Business Plan 14
Appendices