House of Projectors (HOP) is an Ohio based Limited Liability Corporation (L.L.C.) Start-up that rents Liquid Crystal Display (LCD), computer projectors. John Laaklytte will lead the company, an industry veteran who has also founded it. HOP has identified three distinct market segments that they will target. Entrepreneurs are the first segment. Entrepreneurs often require projectors for presentations to angel or venture capital investors. Projectors are a standard in professional presentations. Most presentations these days are PowerPoint-based. This customer segment is experiencing a 9% increase in sales with 33,243 potential clients. The second segment is small size companies which can be defined as companies with less than 15 employees. These companies have the need for a projector, but do not use it frequently enough to justify the high capital expense. With 5,423 potential clients, the group enjoys a 7% rate of growth. Medium-sized businesses that employ 15-50 people and share a similar passion for renting projectors are the last group. This group can rent projectors to 3,433 customers and has a growth rate of 6%.
Industry
The $745million industry of computer-based office equipment rental is the largest in the world. Many players in the sector rent a variety of equipment rather than focusing on one particular type. This creates a greater customer base but reduces their ability and quality of service for each type of technology. Because the industry is organized primarily as comprehensive service providers, House of Projectors will be able to excel within their niche of just offering projector rentals. They will be capable of providing technical and customer support that is hard to find in the vast array of comprehensive service providers. This is House of Projectors’#8217; unique competitive advantage and industry-standard customer care. House of Projectors believes it has the ability to maintain this competitive advantage for two reasons.
- HOP can excel in their chosen niche due to its concentration on projectors.
- It is expected that all employees of HOP have this high level support.
Management
John Laaklytte is going to lead House of Projectors in the early stages of market penetration. John received a Bachelor of Science, Business major from Case Western Reserve University. John worked as an assistant manager in a CompUSA local retail store while he was in school. John’s business skills were developed during this time, which will be crucial for the success of his own company. John also held the position of computer lab director at the University. John worked at (name withheld), a national computer rental company. John quickly rose to the position of Regional Manager at this company.
John will use his experience and knowledge to transform House of Projectors into a well-established player in the computer hardware industry. John will create exceptional revenues in year 2 and 3, with a well-planned and tested business model. HOP will become profitable in the second year.
1.1 Objectives
- To be the top source for LCD computer projections rentals.
- To develop a significant base of long-term customers.
- To reach profitability by the end of year two.
1.2 Keys to Success
- Use strict financial controls. This will be used as a way to analyze all aspects the business.
- Treat each customer like the most important HOP customer.
- Always evaluate the market and the customer’s needs. HOP does not always know what the customer wants. An interactive feedback mechanism will be just one method used to gain insight into the customers’ preferences.
1.3 Mission
House of Projectors aims to be the most trusted source of computer projectsors for the Cleveland area business community. House of Projectors will soon be regarded as the best store in its field, thanks to their fair pricing and outstanding service.
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