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Il n'y a que quelques outils utilisé lors de la fabrication de la poigné laitière® Les instrument manuels |
HISTORY: Mitigo© corporation, founded in 2007 by Mr Denis Lorrain. is a handheld grip mfg company located in Toronto, Ontario. The company is manufacturing a line of product i.e. a classic Dairy grip / poignée laitière (to transport liquid milk) * Gallon Grip / Poigné Gallon (to transport gallon of paint) Those are compatible and complementary product to the grocery bag. VISION AND MISSION STATEMENT: Mitigo is an innovative carrying handle manufacturer. We offer a high quality and unique design at affordable price through a number of reputable retail outlets. We will create a product line by introducing a new design base on the needs of our customer. This product is used as buffer between the hand and the grocery bag. It's a smart and simple product. OBJECTIVES: Our primary objectives over the next year are to: 1. Improve productivity by 10% and reduce costs 5% by purchasing new custom made workstations. 2. We plan to sell during the next 12 months 35,000 units during the next 12 months ( 2% of 1,488,370 of the total- number of private occupied dwelling in the Toronto metropolitan area) 27,000 units ( 2% of 1,341,270 of the total- number of private occupied dwelling in the Montreal metropolitan area) 13,000 units ( 2% of 650,000 of the total- number of private occupied dwelling in the Vancouver metropolitan area) by increasing retail distribution of our new product. (Statscan Cat. No. 92-353-XIE)(Statscan Cat. No. 82-003-XPB, 1995 Vol. 7 No. 1) 3. Expand our product lines to meet customer demand. We will introduce one new model for design oriented people. 4. Expand distribution of our product with Quebec and possibly British Colombia. Our productis should sell through 20 small retailers in the Toronto Metropolitain Area. Over the next 12 months, our goal is to double the number of retailers carrying our product lines. OWNERSHIP: Mitigo was incorporated under the federal incorporation in 2007 and is owned and operated by Denis Lorrain. The one shareholder own 100% of the business and is equally involved in its operations and management. LOCATION AND FACILITIES; The Mitigo Plant is located in Toronto just off the Queen's way (Hwy 401). The plant is 3 000 square feet and is leased for $3 200 per month. Equipment in the plant includes a hot press sealant machine, cutting machine, hand tools and work benches. The location of the plant will reduced overhead, distribution and supply costs. The close proximity of our suppliers means lower transportation and shipping costs and our distribution costs are low as we currently only distribute to local retailers. DESCRIPTION OF PRODUCTS : Mitigo assemble and sells an hallow core Dairy grip/poignee laitiere which is a compatible and complimentary product to the plastic grocery bag to transport milk. We will expand production to include a soft carrying handle. Our product is available in one durable design with three sizes to satisfy our clients, small, medium and large. It help reduce fatigue and prevent blisters. KEY FEATURES OF THE PRODUCTS : The design and style of our product is unique. We offer high quality and design at reasonable price. Our affordable design is modern and popular, in sizes to fit into peoples hand. Our product is available in one set of colors (http://pourpre.com/chroma: black 000000, blue 4545D5) which are classic color. Our Dairy grip/poignee laitiere is made from PVC and foam and we use high quality hardware. PRODUCTION OF THE PRODUCTS: Our product is manufacture by sub-contractors using PVC purchased through a local company and the foam is purchased through a company in R.O.C.. No metal or recycled parts are used. We use the just-in-time(JIT)system. The parts of our product are produced in small volumes and kept in stock. As orders are received from retailers, the parts are assembled and packaged. The turn around time is 5 business days due to the assembling time. All of our primary material are supplied by ........... in Toronto and the Cher Shianq Enterprise Co., Ltd and Bah Fure Enterprises Co., Ltd FUTURE PRODUCTS: We will expand and develop a product line. Our products and design will continue to evolve based on consumer trends and demand (sterilized, anti-bacteria). We will obtain feedback from local retailers and customer surveys and attend trade shows to determine what trends are popular. Based on this information and local demand, it is our goal to design and introduce one to two new model per year. COMPARATIVE ADVANTAGES IN PRODUCTION: Our plant uses a flexible manufacturing system that enables us to shorten our production runs and effectively fill small orders. Our plant workers receive an on the job training(OJT) to work on every work station. As a result, our productivity levels are high and our material wastage is minimal. This on the job training, combined with increased productivity resulting from the purchasing of the assembling machine and cutting machine. The close proximity of our plastic part suppliers gives us better control on our inventary of parts and reduces the risk of supply shortages. Raw materials are readily available to our suppliers and they can respond quickly to any quantity orders. It is estimated that 50% of the plastic products industry in Canada are located in Ontario. MARKET RESEARCH: To analyze the market potential of carrying handle products in Ontario we collected information from a number of sources. We talked to five small product manufacturers located throughout the province to get their perception of the trends and potential of our product in Ontario. We also visited a number of small grocery store in the Toronto metropolitain area to evaluate the types, styles, and quality of the carrying handle needed. The retail owners/managers were able to provide us with information regarding local consumer trends, level of demand. To determine the potential demand per household we collected statistical information from the local Economic Development Office and Statistics Ontario. Additional information was obtained from the local library including industry reports, magazine and journal articles, and newspaper clipping as well as information on the internet. SIZE OF INDUSTRY: The total size of the carry handle industry, in terms of production and shipments, will remain stable. Demand for the carry handle is driven by disposable income. According to statistic Canada, in 1999 each person consumed an average of 87.5 litres of milk. In 1999, 2,391,687 Kilolitres(KL) of milk sold to dairies in Ontario. Dairy review(sales of fluid milk Aug 2000 to June 2001)(923-001-XPB) Ontario; standard milk(128 KL),2% milk(494 KL),1% milk(187 KL) Quebec; standard milk(122 KL),2% milk(328 KL),1% milk(79 KL) B.C.; standard milk(61 KL), 2% milk(120 KL),1% milk(71 KL) Food consumption in Canada(32-230-XIB) Fluid milk 87 Litres per person family food expenditure in Canada (62-548-XPB) (62-554-XPB 1996 page 55) single people spending habit,food, shelther, clothing, transportation, etc... 62-555-XPB page 50-51 KEY PRODUCT SEGMENTS : The fluid milk point of sale consist of two sectors:
KEY MARKET SEGMENTS : The key market segments of the carry handle industry are the grocery stores and the corner store outlets. Carry handle can be sell to the consumer through retail outlets. There are approximately ------------- food store across Canada that can carry our product. These outlets include independent grocers food stores(--%), grocers chain stores(--%), independent corner store(--%), chain corner store(--%), and warehouse club/discount stores(--%). Chain corner store are becoming increasingly popular due to underpricing of competitors. (www.retailcouncil.org/research/retail/sector99.pdf) (www.retailcouncil.org/research/retail/sector99.pdf) (strateegis.ic.gc.ca/SSG/dm01279e.html) The chamber of Commerce reports that there are ----- retail outlet carrying fluid milk in the Toronto metro area. These retail outlets include small independent retailers (--%), corner stores chain (--%) and discount stores (--%). Our company is currently evaluating the distribution through 20 small independent retailers and three grocers chain stores. Our production capacity is not large enough to produce the volumes needed to distribute product through all the outlets in the region. PERCHASE PROCESS AND BUYING CRITERIA : The carrying handle buying process is not complicated in that potential consumers buy through retailers and not directly from the manufacturer. Our company consider the buying criteria of both the consumer and the retailer. Consumer perchasing decision are typically based on utility, perceived value, price, design, and quality of the carry handle, the reputation of the manufacturer as well as the reputation of the retailer from whom they buy the carry handle. Retailer can buy directly from local reprentative agents of the company or from the regional distribution centre. The purchased criteria of the retailers varies by retailer and their target markets. Retailers buy product that they feel will best meet the price, quality and design needs of their customers. We have a number of ways to find sources of supply for requirements we handle directly.
MITIGO uses several methods to solicit bids:
Bids How To
The market outlook for Dairy grip in Ontario is stable. Demand growth is generated from segment of the population that remain stable such as 10 to 14 years old (7% or 748,000 peoples in Ontario), College student from out of town (----), University student from out of town (---), Young people joining the work force having their own place (----), Mature people such as 50 to 59 years old (9% or 1,367,770 people in Ontario). While total fluid milk demand per person in Canada is projected to remain stable. Over the next few years, Product opportunity exist. For example, domestic demand for fluid milk is not a luxuary. As a result, the demand for handheld grip will increase. Popular design and style trends include flexible handheld grip, Gel design.(from 1996 Census) Check toronto chamber of commerce ????????? TARGET MARKETS: Our primary target market includes grocery store, convenient store, colleges and universities. As our company grows and sales volumes increase, larger chains and department store will be targeted. Currently, our company does not have the capacity to service this market. Our primary consumer target market is household mum. This segment of the market is stable in the Toronto metro area with the opening of the new plant. The Toronto Economic Development Office as forecast a .. ............................ in this segment of the population. Toronto metro area 1,000,000 have less than a grade 9 education 500,000 have a high school diploma 400,000 have some post secondary 750,000 have a trade 700,000 have completed university (supermarket & grocery stores account for 94% of sales in Canada) (all other food stores account for 6% of sales in Canada) DESCRIPTION OF KEY COMPETITORS: There no competitive manufacturer in Canada. ANALYSIS OF COMPETITIVE POSITION: Our company's product has a unique design and quality for a reasonable price. We only have one model that the customer can choose to satify their style and design preferences. However, the handheld grip marketplace is not competitive. Consumer buy carry handle based on design, quality and price. Consumer have very individual tastes that can change quickly. Mitigo plan to be very popular for many years to come. However, as a small operation, we have the flexibility to make design and style changes to meet changing consumer tastes. PRICING STRATEGY: Our strategy is to price our products at a level that is relative to the grocery delivery service. Our strategy take into account production costs, competitive pricing strategies and consumer price sensitivity. The handheld grip market is not competitive although the price conscious consumer market is looking for good value. Our company's goal is to provide good quality carry handle for a reasonable price while maintaning healty profit margins. While, our company does not offer volume discounts to retailers, we do offer credit terms of 30 days. PROMOTION STRATEGY: The multimedia campaign combine (television, billboards,) exterior and interior transit as well as point-of-sale merchandising in grocery and convenient store. As much as 50% of the material provided by advertisers is going straight into the retailer's dumpter. In addition, it feature specifically adult targeted magazine and public relations campaign. Local independent retailers are contacted directly by our distribution agent. As the company grows, a manufacturing agent will be hired to promote our product lines to retail outlets throughout the province. Agents typically charge a 5% to 7% commission on the wholesale price of product sold. Retailers then add a markup on the product which determines the retail price of the product. DISTRIBUTION STRATEGY: Our product is distributed through several channels to reach our retail customers. The company as a provincial storage facility, from where our product is shipped to our independent distribution agents. We do directly distribute to the retailer outlets of greater metropolitan areas. Each of our independent distribution agents has a territory which is under their supervision and it is their duty to order the quantity they need to supply the demand. ORGANIZATIONAL STRUCTURE: Our company is owned and operated by Denis Lorrain. The owner manage the company and share all managerial, administrative, marketing, design, layout and product development functions. The company one full time and one part time employees who work on the shop floor manufacturing handle. The carry handle industry is steady, so staffing levels remain steady at two employees. Part time employee will be promoted to full time as sales increase. One or two part time employees will be hired each year over the next two to three years as production volume increase. MANAGEMENT TEAM: The owner Denis Lorrain have no direct experience in the handheld grip industry. Denis has travel extensively around the globe (Europe, Middle East, North America, the Islands: bermuda, Virgian island, Bahamas, Iceland, Groenland, Puerto Rico, Ireland, etc...). He has also volunteer in many festivals in the National Capital. He has a bookkeping diploma, watchmaking diploma, precision electronic assembly certificate. Which are valuable assets when it comes to deal with small details. He also work in the army Cadets, reserve, regular forces and also work as a security guard, cleaner, building maintenance, construction, desinfecting dust control environment suits for production laboratory. STAFFING: Mitigo employs one full time and one part time assembling workers. All our emloyees gain knowledge through an on-the-job training(OJT). As we need additional part time staff advertissement will be placed in local newspapers. We may give preference to peoples having an assembly certificate. These 3 months program are offered through community college. Any additional training neede will be done on the job. Wages rates ranges from $9.38 for assembler, $8.97 for material handler and $7.75 for packer/general helper(www.gov.nb.ca.nbfirst/e/4000/plastic.pdf see page 30) Assume 9 paid holiday and two week vacation. LABOUR MARKET ISSUES: There is no shortage of non-skilled and semi-skilled labor in Toronto. However, it may become difficult to recruit and retain employees if no career plan exist in the company. The result may increase labor cost. INTELLECTUEL PROPERTY PROTECTION: REGULATORY ISSUES: The major federal environment legislation that the plastics industry has to comply with is the Canadian Environment Protection Act (CEPA). Workplace Hazardous Materials Information System (WHIMS) covers the use of hazardous materials in the workplace. This includes assessment, signage, labeling, material safety data sheets (MSDSs) and worker training. Canadian Intellectual Property (CIPO): Copyright Act , Trade-marks Act, Patent Act, Industrial Design Act. REGULATORY ISSUES: The city of Toronto and the compensation board may have environmental regulations for manufacturing operation. e.g. dust collection devises, air circulation system, business liscence from the city of Toronto. RISKS: The dairy industry advertizement affect greately our visibility. The consumer positive perception toward fluid milk product is imperative. Due to the affordability of raw plastic material, demand is projected to remain constant. We will track changes in consumer trends by maintening strong relationships with our retailers. Design and product changes will be made to meet the needs of the consumer market. Small style changes are relatively inexpensive and easy to make. It is important that our company use only reputable well known small retailers to distribute our product. Increasing the availability of our dairy grip by affiliating with retailers throughout the province should enable our company to achieve sales targets. Demand in the carry handle is constant year round. However, our flexible manufacturing system and the use of part time labor allows us to cost effectively modify production as needed. OTHER RISKS: The suppliers can become greedy. Must be willing and prepare to do business with altenative suppliers. MARKET RISKS: IMPLEMENTATION ACTIVITIES AND DATES: Within the next several months our company will undertake the following activities: 1. We are currently in the process of obtaining a loan of $25,000 for a sealant machine and another loan of $5,000 for a cutting machine. The other loan is $35,000 for the assembling machine. 2. All machine will be purchased in April: delivery will take approximately 4 to 6 weeks. Once the machine is installed, management and one full time employee will be trained how to operate the machine. All training will occur on site and will be conducted by the company who made them. 3. Distribution agents will be recruited to expand our visibility. The goal is to increase the number of retailers carrying our product by 50 within 12 months. BUSINESS DESCIPTION: Mitigo is a handheld carry handle assembling company located in Toronto, Ontario. The company specialized in a classic design that is compatible and complementary to the plastic bag use to carry 4 liters of fluid milk. We will develop a unique line of brand name carry handle to be sold through local and regioanl retail outlets. The design and style of our product line will be unique. We offer high quality and designs at reasonable prices. Our affordable design is modern and popular, in sizes to fit the average consumers. Our product is available in a variety of resilient color so that the customers have the flexibility to customize our carry handle to their individual tastes. We also use high quality foam or soft rubber. Our rigid handle is made of solid plastic and no metal or recycle plastic is used. We will continue to expand and develop our existing product lines and add new product lines such as soft design and introduce one or two models per year. OWNERSHIP AND MANAGEMENT: Our primary objective is to obtain a bank loan(fed) to purchase the equip.. This equipment will cut down on processing and assembling. KEY INITIATIVES AND OBJECTIVES: MARKETING OPPORTUNITIES: COMPETITIVE ADVANTAGES: MARKETING STRATEGY: The carry of goods market as whole and the market for milk equipment are multi-million dollars market. The "carry handle" represents a new sub category in the carry of goods products market. Currently, there are no competitive entries in this segment. The product is to be use when carrying milk. The potential buyer is defined as the parent(s), college and university students and the unattached (milk is fun, milk is money. The targeted consumer is the Mum, whom management feels will be more receptive to the safety/comfort message. Complete industry specific data on markets, sub-markets, categories, trends and demographics are available in statistical industry reports. These report are available for fees. The two most important industry trade group are the milk insutry ----and statistic Canada and the board of trade----. The leadind trade industry publication is the -----. For the purpose of the test market, statistical market studies would not be valid. Our purpose is to prove salability. With successful test marketing, Mitigo Corp. will join these above named industry groups and utilize their data and research to project roll-out and expansion numbers SUMMARY OF FINANCIAL PROJECTIONS: The revenue projections for 2007 are $1,041,700, decreasing to $750,000 by 2009. Due to the supermarket & grocery stores distribution strategy, CONFIDENTIALITY AND RECOGNITION OF RISKS: Nil CONFIDENTIALITY CLAUSE: Nil RECOGNITION OF RISK: This business plan represents the best estimate of the future potential of the business. |
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The Chieftain product range is our market winner for the coming year. This report sets out how to position Chieftain against competing products. The Chieftain product range is our market winner for the coming year. This report sets out how to position Chieftain against competing products.
Chieftain replaces the Commander range, which will remain on the price list until further notice.
