B Plan iPower
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Transcript of B Plan iPower
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iPower Brazil Business Plan
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AGENDA
Assumptions
The Opportunity
Customers
Channel
Demand Creation
Marketing Action Plans
Revenue/ Expenses / Profit
Proposed Organization / Manpower
Revenue
Expenses
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ASSUMPTIONS
This Plan is a draft based on my conversation with Mr. Jan Bisaga and Mr. Dana
Telles, and on my current level of knowledge of iPower business in Brazil.
My assumptions are:
Products:
Initially, only capacitors
Territory:
Brazil (priority)
Other Latin American Countries
Model of Business Start-Up
Distribution Model
Indirect Sales
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THE OPPORTUNITYBrazil in the world:
180.000.000 inhabitants
GNP > US$ 1.0 trillion
3rd in computer sales
2014 prevision: 140 M computers
More than the double of 2009
(60 M) 45% of the LA computers are here
Govt incentives to Home Appliances
Industries
Huge Government investments ininfrastructure
2014 Fifa World Cup
2016 Olympic Games
Total Revenue by Area2009 2010 2011
2011X
in Million R$ 2010
Industrial Automation 2.943 3.237 3.725 15%
Eletrical and Electonic
Components8.263 9.502 9.828 3%
Industrial Equipments 15.003 18.754 22.272 19%
GTD * 10.604 12.089 13.097 8%
Computers 35.278 39.864 43.561 9%Instalation Electric Materials 7.954 8.909 9.654 8%
Telecom 18.367 16.714 19.901 19%
Electronic Home Appliances 13.427 15.307 16.102 5%
Total 111.839 124.376 138.140 11%
GTD = Power Generation,Transmission and Distribution
The total revenue of Brazilian Electric and Electonic Industries
was R$ 138,1 bilhes (~US$ 78 Bi) 11% more than in 2010
Forecast for 2012: R$ 151 Bi.
(part of this increase is due to imports)
Source: ABINEE
The size of the industry in Brazil:
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CUSTOMERS
Who are they?
Brazilian manufacturers of
1. Electronics,
2. Entertainment Products,
3. Home Appliances,4. Medical Devices....
Some Applications...
Aluminum Electrolytic Capacitors
AC Film Capacitors incl. Motor Run
Capacitors for Power Factor
Correction and Key ComponentsCapacitors for Power Electronics
EMI Suppression Capacitors
Film Capacitors
Ceramic Capacitors
http://www.tdk.co.jp/tefe02/cap.htmhttp://www.tdk.co.jp/tefe02/cap.htmhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/FilmCapacitors/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/FilmCapacitors/EMISuppressionCapacitors/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/CapacitorsForPowerElectronics/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/CapacitorsForPowerCorrection/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/ACCapacitors/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/AluminumElectrolytic/Page,locale=en.htmlhttp://www.tdk.co.jp/tefe02/cap.htmhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/FilmCapacitors/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/FilmCapacitors/EMISuppressionCapacitors/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/CapacitorsForPowerElectronics/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/CapacitorsForPowerCorrection/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/ACCapacitors/Page,locale=en.htmlhttp://www.epcos.com/web/generator/Web/Sections/ProductCatalog/Capacitors/AluminumElectrolytic/Page,locale=en.html -
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CHANNEL (please see ipowerbrazil playbook.pdf file)
Large
Accounts
(strategic acc.)
Other Large Accounts
(A/B named accounts)
SMB
(run rate)
Direct involvement Regional Sales Manager
Account Sales Manager
Web
Direct involvement
Indirect involvement
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DEMAND GENERATION
Customer
DiscoveryCustomer
Validation
Customer
Creation
Mktg. Actions
Sites Associations
Existing list of customers
Industry Fairs
iPower website
Other
Cold Calls
Visits
Pre Sales
Proposal Sales
Post Sales
Repetitive Sales
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MARKETING ACTIONS PLANS
type action Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
advertisementsearch sites (Google, etc)
specific magazines
PRpress releases
new product launching (*)
Other
special industry events
(**)e-mail marketing to
specific audiences
(*) this date must be the date when (and if) we have new products launching
(**) events: fairs (Abinee); etc
Some Fairs sponsored by Abinee (Brazilian Electrical and Electronics Industry Association):
ESC - Brazil (Intl Fair of Embarked Sytems June 26 and 27
BCEE Brazil Consumer Electronic Expo August 14 to 16
Well need help from our Marketing guy to find the ones that best fits our
interests and needs
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Proposed Organization
Title Responsibilities
Regional Mngr.in charge of all regional activities; Large Accounts;
Argentina, Chile, Mexico
Account Mngr. I Named A and B Accounts
Account Mngr. II Other LA Countries
Jr Account Mngr. SMB; technical support; web activities
Mktg Assistant (part time) Marketing actions
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Dalan Telles
Executive DirectorSouth America Region
Osmar H. Silva
Regional Manager
(apr/2012)
Acount Manager I(may 2012)
Jr. Account Manager(jul/2012)
Account Manager II(jan. 2012)
Marketing Assistant
(part time)
(apr/2012)
Proposed Organization
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Revenue / Expenses
To be defined with Dalan and Jan.
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THANK YOU!!!
Developed by
Osmar H. Silva
March 29th, 2012