BUS302 Assessment 2: Business Plan for Thinker & Dreamer Stationery

This document presents a comprehensive business plan for 'Thinker & Dreamer,' a stationery retail store designed to cater to both white-collar professionals and university students. The plan outlines the company's mission to offer attractive, simple products at rational prices, emphasizing market research, SWOT analysis, and effective marketing strategies. It details the operational aspects, focusing on product innovation and differentiation to compete in a challenging market landscape. The financial plan includes start-up costs, projected income statements, and balance sheets for the first three years, aiming for sustainable growth and ethical business practices. The target market is segmented to focus on medium to high-income individuals, particularly women, who seek modern and organized stationery solutions. This business plan aims to secure $100,000 in funding to supplement existing capital for initial setup and operational expenses.

ENTREPRENEURSHIP

TABLE OF CONTENTS
Executive Summary...................................................................................................................2
Introduction................................................................................................................................2
Operations of Thinker & Dreamer.............................................................................................2
References..................................................................................................................................4

EXECUTIVE SUMMARY
The business plan works as a road map to assist new entities in attaining their objectives in a
strategic manner with the optimum utilization of available resources. The business plan refers
to the guide which includes objectives of the store along with the process or the manner of
achieving the goals. Stationery retailing is that zone of the retail market in which the needs of
individuals are fulfilled under the one roof. The name of the store that is Thinker & Dreamer
which implies completes the dreams with the education. All the things relating to stationery is
provided by the store. The main focus of the business is on the white collar (office
employees) and the university students. Further, the store tries to fulfil the demand of
consumers with their best efforts. In this aspect, business supplies their products by
considering the factors such as season, fashion and trends prevailing in the market. In order to
meet the requirements of consumers, the demands of consumers are analysed firstly and on
the basis of that product portfolio is developed. In addition to this, to compete with the
competitors, innovated products are provided at premium prices.
BACKGROUND TO THE IDEA
The core idea behind the concept of starting a home décor business is to provide customer
latest fashion home decor and satisfy their needs and expectations by delivering quality and
lavish products. Also, there are various home décor business opportunities present in the
market that will support our growth and help in attaining commendable success. The key
concept of business is to compete in the market by selling luxury products at premium prices
and be the most preferable and favourite home décor brand of customers.
MISSION
To design, create and render a variety of quality and premium home essentials to customers.
The mission of Thinkers & Dreamers is to provide quality and premium products to middle-
upper customers in the home décor industry. The business aims to offer products varying
from the home décor items, decoration accessories fashionable interiors according to the
latest trend in the market. The business believes in providing the best services with the
product quality while ensuring that the delivered products with higher prices are made of a
top-notch quality that meets the expectation of customers.

PRODUCT OFFERING
The business offers products based on quality and premium aspects. Its product offering will
be particularly based on the latest trend, fashion and market demand. Its product will be
inclusive of modern home accessories and decor; it will provide a vast selection of
contemporary home decor and essentials. Thus, the business core product offering is
strengthened by their superior quality and market trend.
INTRODUCTION
Present report emphasizes on the business plan of Thinker & Dreamer is done. The store
deals with products and services related to stationery such as calendar, notebooks, planner,
stencils etc. In order to create an effective business plan, the market research is exercised so
that the competitors, trends and fashion prevailing in the market can be determined. Further,
the SWOT analysis and marketing strategies are made to satisfy the consumer needs in the
best possible manner. Since nowadays consumers prefer more of online shopping due to
which Thinker & Dreamer will provide products and services of the best quality so that the
consumers get satisfied and visit the shop again. The mission statement of the store is to offer
graceful, attractive, simple products at a rational price.
OPERATIONS OF THINKER & DREAMER
Lui (2016), specified that stationery is considered as a niche industry which is engaged in
steep competition, particularly with the commencement of the online market. As in present
times, people are very busy in their works due to which they prefer shopping the products
from online since they can order their products according to their convenience at any time
and at any place (Eicker and Cilliers, 2017). The store produces embossing, printing of letter,
producing items concerning decoration of office, home, calendar, notebooks, planner, and
journals and all those items which are related to stationery. This industry is comparatively a
small component in the whole Retail Trade division. Furthermore, Hilland Hill (2017),states
that the industry is shrinking continuously in size. Thinker & Dreamer target market is
students as well as corporate employees ageing from teenager to old, white collar as well as
University students in the metropolitan area. In order to differentiate the products from
competitors, the store keeps on innovation in products as well as in their marketing strategies.
Reinartz, Wiegand and Imschloss (2018), asserts that providing attractive products can lead
an increase in the number of consumers, boost up in sales as well as in highlighting new

influxes. Along with this, the vision is, to be a leading producer of stationery items for high
reliability across the globe. The same will be attained by creating trust in consumers by
offering products of high quality. As if the customer's loose trust in the products of Thinker &
Dreamer, it will be difficult for them to gain it again (McArthur, Weaven and Dant 2016).
Further, by providing effective and trustworthy products,the prevailing marketing position of
the company could be enhanced. The development of the company will be done
conscientiously through harmonizing short as well as long term goals, efficiently
administration of risk, executing sustainable practices along with enhancement in
performance. Moreover, the business activities will be performed in an ethical manner
through contributing to the society under it is operating, showing deference towards
environment through producing eco-friendly products and treating the workers reasonably
through respecting their ideas while making any strategy or policy as at the end they are the
one by whom it will be followed. Proper training will be given to them so that they can
exercise their activities efficiently and the objectives can be attained.In accordance with
Witek-Hajduk, and Napiórkowska (2017), fulfilling the mission will produce long term
values in the shareholders. The strategies and the method of producing will be changed
according to the change in the environment so that the production can be done speedily
(Schaper et al. 2014).
FINANCIAL PLAN
By considering the overall idea, $100,000.00 will be invested in the following assets:
Start –Up Cost for Thinker & Dreamer Business
Initial cost Amount in ($) Equipment/
Capital Cost
The
amount in
($)
Business Name Thinker &
Dreamer Business
Initial Capital $100,000.00
Registration charge 1000 Assets and Equipment’s
Trademark fees 200

Inventory 20000
Utility Fee 10000
Rental Lease Cost 6000
Phone Connectivity 200 Office Equipment
Internet Connection 600 Furniture and furnishing 30000
Human Resource 2000
General expenses 3000
Asset 50000
Promotional Cost 2000
Total initial Cost 75000 Total Equipment Cost 50000
With the investment project income statement and financial position of the business in the
next three years will be as follows:
Thinker & Dreamer Business Projected income statement Amount in ($)
0th Year 1st year 2nd year 3rd year
Sales 80000 85000 90000
Fixed cost 75000 30000 10000 10000
Variable cost 32000 34000 36000
Depreciation 3000 3000 3000
Total cost 75000 65000 47000 49000
Profit 15000 38000 41000
Taxes 4500 11400 12300
Net profits 19500 26600 28700
Thinker & Dreamer Business Projected Balance sheet Amount in ($)
Assets 1st year 2nd year 3rd year
Current assets

Cash 25000 16100 24100
Inventory 39000 25000 30000
Fixed assets 30000 27000 24000
Debtors 50500 60500 65500
Total Assets 144500 128600 143600
[42]
Liabilities and equity
Creditors 25000 16500 23800
Total Liabilities 25000 16500 23800
Capital invested 100000 106500 112100
Profit earned during the year 6500 5600 7700
Total capital 106500 112100 119800
Total liability and equity 131500 128600 143600

REFERENCES
Eicker, T. and Cilliers, J.O., 2017. Equipping small business retailers to manage logistical
supply chain drivers: A theoretical guideline. Journal of Transport and Supply Chain
Management, 11(1), pp.1-12.
Hill, A. and Hill, T., 2017. Essential operations management. Macmillan International
Higher Education.
Lui, A., 2016. Financial stability and prudential regulation: a comparative approach to the
UK, US, Canada, Australia and Germany. Routledge.
McArthur, E., Weaven, S. and Dant, R., 2016. The evolution of retailing: a meta review of
the literature. Journal of Macromarketing, 36(3), pp.272-286.
Reinartz, W.J., Wiegand, N. and Imschloss, M., 2018. The Impact of Digital Transformation
on the Retailing Value Chain. Forthcoming in International Journal of Research in
Marketing.
Schaper, M. Volery,T. Weber,P,. & Gibson, B. 2014. Entrepreneurship and Small Business 4
th ed. Cornwall: Wiley
Witek-Hajduk, M.K. and Napiórkowska, A., 2017. A Framework of Retailer-Manufacturer
Cooperation and Coopetition: Consumer Durable Goods Retailers' Case
Studies. Entrepreneurial Business and Economics Review, 5(1), p.59.