Vous êtes sur la page 1sur 14

Project China Offices

LANTIA MARITIMA S.L.


C/ HIERRO 33B
28850 TORREJON
SPAIN

I. General Company Description


We as a Freight Forwarding company want to develop and provide our full
range of services to our potential client in China.
Lantia Maritima is a Spanish company with established branches:
-

Madrid (Head Office)

Barcelona ( Spain)

Valencia (Spain)

La Habana ( Cuba)

Santo Domingo (Dominican Republic)

Caracas (Venezuela)

Malabo (Equatorial Guinea)

As a result of our expansion as an international freight forwarder we want to


become one of the main players in the Chinese freight forwarding industry,
focusing our strengths and big global volumes to the Caribbean area.
The corner stone of our philosophy is the SERVICE and the client, we are
oriented to provide to our clients whatever they might need related to the
logistic services that we provide, we have been in the market during the last
20 years growing together with our clients, and nowadays we can say that we
provide a top quality service and a very competitive rates.
This new project is focused at least in the beginning in our clients in the
Caribbean area, who are buying in Asia, mainly in China. We have found that
during the last years China has become provider number one in all the
Caribbean area, replacing Spain. Due to the huge experience that we have in
all that area and the relationships that we have, we expect to have an
immediate success.
Nowadays Lantia Maritima is one of the major players in the movement of
cargo from Europe to Cuba, with a global movement over 20000 TEUS, it gives
us have a very competitive rates and all the Cuban importers have a fluent
communication, due the fact that they are buying mainly in FOB we are able
to get nominations and we are appointed in a great number of contracts as
the transport company involved.

Business Plan LM China


2

II. Products and Services


FREIGHT FORWARDING:
SeaFreight Transportation
o Full container transportation (FCL), best service and best cost
Due to the big volume that we have and the global agencies
who work in a partnership with us we can provide a door to
door service to mainly all the countries in the world, focusing
where we have our own office.
o Consolidator (LCL), when you dont have cargo enough to send a
FCL
Due to the lack of the good services from Asia to Caribbean,
we have developed a product via Spain that will give us:
Better Rates
Better Transit time
Better control of the shipment
Complete tracking of the shipment from our website
o Break Bulk Cargo, overdimmensioned cargo, that doesnt fit into a
regular container,

AirFreight Transportation

Express Service: Direct service linking the world in fastest way

Consolidator, more economic service with a very good transit time

TANK CONTAINERS OPERATOR:


When our clients need to move bulk liquids from one part to another of the
world, we rent them our fleet of tanks, we have different kinds, for foodstuff,
chemicals.etc.
EQUIPMENT:
-

Renting Brand New equipment, as a NVOCC we have our own fleet of


equipment

Selling / buying second hand equipment, some of our clients have a


special requirement or they want to use the containers as whse, so we
provide them the equipment

Business Plan LM China


3

III. Marketing Plan


In a first moment of the project we will focus our target client, as the
companies who have trade with Cuba, in this moment as per the prospection of
the market that we have made there is a global volume of more than 60000
containers from China mainports to Cuba (Mariel Port and Santiago) It means
that there is a total revenues in ocean freights over 150 millions of USD. Ig we
talk about LCL shipment we have make our own reseach and we have find that
the movement today is just around 4000 cubic meters because there is not a
good service.
Our business development expected in the market is to become one of the
major players, in a medium size market we could consider the 30% of the
market but due to the huge Chinese market we expect a growing as follows:

1st year
2nd year
3rd year
4th year
5th year

Market share FCL Market share LCL


1,00%
5,00%
3,00%
15,00%
5,00%
35,00%
8,00%
42,00%
12,00%
50,00%

The biggest issues that we will face in this project are:


-

High Capital Costs for stablishing in China.


Acceptance and brand recognition from the Chinese shippers.
Culture differences.

In order to solve this initial issues we count with the background of 20 years in
the freight forwarding industry, with a perfect credit record and with the profit
generated during the last 20 years we can make this investment, regarding the
difficulties that we might have at the beginning with the Chinese coorporations
again we count with the advantage of our background, that give us enough
contacts with the clients of our clients that they will receive positive
information of LANTIA MARITIMA if they check with their clients, moreover that,
we have been present in China during the last 3 years attending and visiting
Chinese shippers at least 4 times per year.
In order to solve the culture differences, all our staff located in china will be
local people or foreigners who are able to speak and understand Chinese.
Rather than this our abroad manager will travel to China at least 4 times per
year.

Expected competitors:
Business Plan LM China
4

GOREEFERS
CHINESE

KEEYUN
CHINESE

AB
FORWARDIN
G
CANADIAN

STRENGHTS

15
LOCAL
REPUTATION

10
LOCAL
REPUTATION

5
OFFICES IN
CUBA

WEAKNESS

NO OFFICES IN
CUBA

NO OFFICES IN
CUBA

SMALL OFFICE
IN CHINA

OWNERSHIP
YEARS IN THE
CHINESE MARKET

As per the info that we have, main players at this moment in the related trade
line are the mentioned before, if we compare with the previous mentioned
companies, we can find that there are two local companies who have a good
volume to Cuba, probably they are quite strong in the local market, with good
buying rate with the carriers but they biggest weakness is the lack of offices
abroad, it means that they are not able to solve problems at destination, they
are only able to make sales to local market, when the market is moving to a
FOB conditions, which means that the power of decision is moving to CUBA.
Also there is a freight forwarder foreigner as a major player, which are quite
strong in Cuba but locally they have not that strengths, If we compare the
figures and information that we have found, the comparation would be as
follows:
COMPARATION BETWEEN COMPETITORS
KEEYU GOREEFER
AB
FACTOR
N
S
FORWARDING
SERVICES
3
4
3
RATES
4
3
5
EXPERTISE
4
5
4
REPUTATION
3
5
3
LOCATION
5
3
3
CREDIT
POLICIES
3
3
5
3,66
3,83
3,83
Once analyzed our competitors, we find out where we have to be and what we
need, mainly our niche is to be able to sell in both ends of the industry offering
to both sides our strengths and our experience, making easier to the chinese to
cooperate with Cuban clients and viceversa.
We will promote our service in different fairs, such as the international fair of
Havana, where we attend all the years with at least one member of each of our
branches, also as per the experience of our staff we will know the potential
clients and we will make at least 2 visits per month to each client, offering our
services and promoting it.
Business Plan LM China
5

Our sales team will have a budget to spend meeting our potential clients and
we will make different kinds of indirect promotions producing different
merchandising to be given to our clients, the promotional material that we will
launch are:
-

Calendars
Business Brochures
Pencils
USB Memories with out business brochure
Special presents, for special moments, such as the CNY.

During the first year we want to establish our HQ in China in Beijing, because
for the market that we pretend to get its the perfect location, due the fact that
mainly 80% of the companies who sell to Cuba are located in Beijing, but as
soon as we grow a little we have planned to open offices in main ports in China,
such as Shenzhen, Shanghai, Ningboetc. In this project in the beginning we
will be focused in Cuban market, but with all the different branches that we
have we will promote more destinations.
As per the market growth and per our possibilities the forecast of sales that we
have are as follows, we will present two different situations, one where we get
our expected targets and other in the worse forecast that we might face, we
make this forecast counting with the contract already signed where Lantia is
appointed as the transport company.

SALES FORECAST / BEST GUESS


2ND YEAR
3RD YEAR
4TH YEAR
375.000,00 $
625.000,00 $
1.000.000,00
375.000,00 $
625.000,00 $
1.000.000,00
375.000,00 $
625.000,00 $
1.000.000,00
375.000,00 $
625.000,00 $
1.000.000,00
375.000,00 $
625.000,00 $
1.000.000,00
375.000,00 $
625.000,00 $
1.000.000,00
375.000,00 $
625.000,00 $
1.000.000,00
375.000,00 $
625.000,00 $
1.000.000,00

1ST YEAR
5TH YEAR
JANUARY
125.000,00 $
$
1.500.000,00 $
FEBRUARY 125.000,00 $
$
1.500.000,00 $
MARCH
125.000,00 $
$
1.500.000,00 $
APRIL
125.000,00 $
$
1.500.000,00 $
MAY
125.000,00 $
$
1.500.000,00 $
JUNE
125.000,00 $
$
1.500.000,00 $
JULY
125.000,00 $
$
1.500.000,00 $
AUGUST
125.000,00 $
$
1.500.000,00 $
SEPTEMBE
R
125.000,00 $
375.000,00 $
625.000,00 $
1.000.000,00 $
1.500.000,00 $
OCTOBER
125.000,00 $
375.000,00 $
625.000,00 $
1.000.000,00 $
1.500.000,00 $
NOVEMBE
R
125.000,00 $
375.000,00 $
625.000,00 $
1.000.000,00 $
1.500.000,00 $
DECEMBER 125.000,00 $
375.000,00 $
625.000,00 $
1.000.000,00 $
1.500.000,00 $
TOTAL
1.500.000,00 $ 4.500.000,00 $ 7.500.000,00 $ 12.000.000,00 $ 18.000.000,00 $

Business Plan LM China


6

1ST YEAR
90.000,00 $
90.000,00 $
90.000,00 $
90.000,00 $
90.000,00 $
90.000,00 $
90.000,00 $
90.000,00 $

JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBE
R
90.000,00 $
OCTOBER
90.000,00 $
NOVEMBER
90.000,00 $
DECEMBER
90.000,00 $
TOTAL
1.080.000,00 $

SALES FORECAST / WORST GUESS


2ND YEAR
3RD YEAR
4TH YEAR
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
200.000,00 $
300.000,00 $
125.000,00 $
125.000,00 $
125.000,00 $
125.000,00 $
1.500.000,00 $

Business Plan LM China


7

200.000,00 $
200.000,00 $
200.000,00 $
200.000,00 $
2.400.000,00 $

300.000,00 $
300.000,00 $
300.000,00 $
300.000,00 $
3.600.000,00 $

5TH YEAR
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
400.000,00 $
4.800.000,00 $

IV. Operational Plan


As a little introduction to our industry, FF companies usually have three main
departments who take care of all the business and work related to the
company, this depts. are:
-

Customer Services Dept.


Are the ones who are involved in the operations and taking control of all the
related with the shipments, the ones who follows the operations and the
ones who are involved in the inside sales and negotiating with the carriers.
The main task that this dept will do are:
o
o
o
o
o
o

Coordination of the bookings with shipper and carrier


Coordination of the internal transport
Coordination of the custom procedures
Invoicing to the clients
Providing costs to the sales dept
Sending prealerts to the abroad offices.

In the end this department is the one who has to proof to the clients that
our service is the best and transmit trust in our service, the client must
leave in us all the worries about the transportation.
-

Sales Dept.
Are the ones who have the target of increase the revenues of the company,
always with ethic and providing to the client the solution that fits better for
them. The main task that sales dept has to develop are:
o
o
o
o

Visiting existing clients


Make new clients
Promote services launched for the company
Make understand to the clients what we can do for them and why we
are better than competitors.

In the end this dept is the first impression that a potential client will have of
our company, we think that our sales dept has to have a vast knowledge of
the market in order to provide to the clients different options.
-

Accounting / Administration Dept.


Are the ones who will follow all the administrative procedures, and will be in
charge of the money, they have to do:
o Following statement of accounts with clients
o Making payments to the carriers, custom brokers, local haulageetc
o Negotiating with the banks.

Required Facilities and locations to develop our business.


Business Plan LM China
8

Head Quarter in China will be located in Beijing, we will need an office of


around 50/60 square meters, with space for at least 4 people in the beginning
with a short term contract with the owner, for no more than one year.
Due to the fact that our facilities should not be visited by the clients nor
providers, we would look for a place well communicated in order to facilitate
our staff the arriving to our place, as per the research that we have made we
consider the cost of renting the office would be around 1200 USD x month.
In order to be able to be working without losing time looking for the correct
place, we could consider using a share office or any open space office where
we can find all the required furniture such as fax, desktops, scanner, printers
etc.
Required Staff.
2 people for our Customer Services Dept.
We will look for someone with experience in our related market
Expected cost 1000 usd x month + % over the result of the company.
1 person for our Accounting Dept
Expected cost 500 usd x month
1 person for our Sales dept
Expected cost 300 usd x month + % over the result of the company.
1 person who will act as Business Developer Manager and Branch Manager
Expected cost 1000 usd x month + % over the result of the company.
From our head office in Spain, we will provide the procedures and the way that
the work must be done and the steps that must be follow in order to continue
the procedures that we have inspected and certified by AENOR with the ISO
9001 since 2008.

V. Management and Organization.


As all the overseas branches that we have, all the management and
Business Plan LM China
9

organization will be controlled by our HQ in Madrid, being managed by the


share holders.

Spainish
shareholders

Board of
supervisors

Customer
Service Dept

Sales Dept

Accounting
Dept

The one who will manage the Branch on a day to day basis, will be the Business
Developer, who is someone who has the 100% of the trust of the Spanish
shareholders, even though due to the easily communication that we can have
nowadays, the Biz Developer will always have direct access to the
shareholders, so in the end the shareholders will be involved in the day-to-day
management.
Once that we expand our business in other locations the organization chart
would be as follows:

Board of
supervisors

Country
Manager

BJS Branch
Manager

Business Plan LM China


10

SHA Branch
Manager

SZN Branch
Manager

VI. Start up Expenses and capitalization.


All the investment will be made from our HQ in Spain.

VII. Financial Plan.


Business Plan LM China
11

The financial plan consists of a 12 month profit and loss projection, a three year
profit and loss projection and a break even calculation. Together they constitute
a reasonable estimate of our companys financial future.

Business Plan LM China


12

PROFIT & LOSS PROJECTION 12 MONTHS

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

YEARLY

100

125K

100

125K

100

125K

100

125K

100

125K

100

125K

100

125K

100

125K

100

100

125K

100

125K

100

125K

100

125K

100

125K

100

125K

100

125K

100

125K

100

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

110 K

88

1.320.0
00
1.320.0
00

12

15K

12

15K

12

15K

12

15K

12

15K

12

15K

12

15K

12

15K

12

180.000

12,
0

4.3

4.300

4.3

4.300

4.3

4.300

4.3

4.300

4.3

4.300

4.3

4.300

4.3

4.300

4.3

4.300

4.3

51.600

3,4

1.2

1.200

1.2

1.200

1.2

1.200

1.2

1.200

1.2

1.200

1.2

1.200

1.2

1.200

1.2

1.200

1.2

14.400

1,0

Revenues
FREIGHTS
Total
Revenue

125
K
125
K

100
100

125
K
125
K

100
100

125
K
125
K

100
100

125
K
125
K

1.500.0
00
1.500.0
00

100
100

Cost

Total Cost

110
K
110
K

Gross
Profit

15K

FREIGHTS

Expenses
Salary
expenses
Office
expenses
Supplies
Advertisin
g
Travels
Accounting
and legal

4.30
0
1.20
0

88

110
K
110
K

12

15K

88

1.2

4.30
0
1.20
0

250

0,2

500
1.00
0

0,4

88

110
K
110
K

12

15K

88

1.2

4.30
0
1.20
0

250

0,2
0,4

0,8

500
1.00
0

4.3

88

110
K
110
K

12

15K

88

88
88

1.2

4.30
0
1.20
0

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

3.000

0,2

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

6.000

0,4

0,8

500
1.00
0

0,4

0,8

500
1.00
0

0,8

1.000

0,8

1.000

0,8

1.000

0,8

1.000

0,8

1.000

0,8

1.000

0,8

1.000

0,8

1.000

0,8

12.000

0,8

4.3

4.3

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

500

0,4

6.000

0,4

Telephone

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

300

0,2

3.600

0,2

Utilities
Total
Expenses

250
8.30
0

0,2

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

250

0,2

3.000

0,2

6,6

250
8.30
0

0,2

6,6

250
8.30
0

0,2

6,6

250
8.30
0

6,6

8.300

6,6

8.300

6,6

8.300

6,6

8.300

6,6

8.300

6,6

8.300

6,6

8.300

6,6

8.300

6,6

99.600

6,6

Net Profit

6.70
0

5,4

6.70
0

5,4

6.70
0

5,4

6.70
0

5,4

6.700

5,4

6.700

5,4

6.700

5,4

6.700

5,4

6.700

5,4

6.700

5,4

6.700

5,4

6.700

5,4

80.400

5,4

Business Plan LM China


13

PROFIT & LOSS PROJECTION 36 MONTHS

Sales
Cost/ Goods Sold (COGS)
Gross Profit

2016
$
1.500.000,00
$
1.320.000,00
$ 180.000,00

%
100,00
%
88,00%
12,00%

2017
$
4.500.000,00
$
3.960.000,00
$ 540.000,00

%
100,00
%
88,00%
12,00%

2018
$
7.500.000,00
$
6.600.000,00
$ 900.000,00

%
100,00
%
88,00%
12,00%

1,81%
0,13%
0,20%
0,53%
0,27%
0,48%
0,13%
0,13%
1,20%
4,89%

$ 105.600,00
$ 9.000,00
$ 12.000,00
$ 36.000,00
$ 18.000,00
$ 21.600,00
$ 9.000,00
$ 9.000,00
$ 90.000,00
$ 310.200,00

1,41%
0,12%
0,16%
0,48%
0,24%
0,29%
0,12%
0,12%
1,20%
4,14%

Operating Expenses
Salary (Office &
Overhead)
Supplies
Advertising
travel
Accounting and Legal
Rent
Telephone
Utilities
Commisions
Total Expenses
Net Profit Before Tax
Income Taxes
Net Profit After Tax
Owner Draw/ Dividends
Adj. to Retained
Earnings

$ 51.600,00
$ 3.000,00
$ 6.000,00
$ 12.000,00
$ 6.000,00
$ 14.400,00
$ 3.600,00
$ 3.000,00
$ 18.000,00
$ 117.600,00

3,44%
0,20%
0,40%
0,80%
0,40%
0,96%
0,24%
0,20%
1,20%
7,84%

$ 81.600,00
$ 6.000,00
$ 9.000,00
$ 24.000,00
$ 12.000,00
$ 21.600,00
$ 6.000,00
$ 6.000,00
$ 54.000,00
$ 220.200,00

$ 62.400,00
$ 0,00
$ 62.400,00
$ 0,00

$ 319.800,00
$ 0,00
$ 319.800,00
$ 0,00

$ 589.800,00
$ 0,00
$ 589.800,00
$ 0,00

$ 62.400,00

$ 319.800,00

$ 589.800,00

Business Plan LM China


14