Nova School of Business & Economics 10th May Entrepreneurship 2011

Exchange Student Residence in Lisbon

Group 19
Diego Arribas Plaza n36 Laura Murciano Martnez n70 Sheila Alfonso Carb n117 Katarzyna lusarczyk n65

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Table of Contents
I. II. III. IV. V. VI. VII. VIII. IX. X. XI. Table of Contents Executive Summary Business Description & Vision Definition of the Market Industry Background Analysis of the Competitors & Market Description of Product & Services Organization & Management Marketing & Sales Strategy Financial Management Appendixes with Relevant Data 2 3 4 5 6 7 8 9 10 11 11

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Executive Summary
most relevant information for investors. Answering the four pitch questions.

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Business Description & Vision

What is your business/product/service? Why are you in business? Our mission is provide an open place for interesting people, being one of the first choices when they travel having an 70% of occupation in average, listening all the people that are near us. What you think??? Criticize it please! Why interesting people? I would say international or just Erasmus (students). And I dont clearly get the part about occupation. The part of occupation is a measure for our investors, and I didnt said Erasmus because maybe is too much restrictive taking into account the possibility to be a hostel in summer I did it following my marketing notes, but I dont know.

1.1 VISION STATEMENT 1.2 BUSINESS GOALS AND OBJETIVES 1.3 BRIEF HISTORY OF THE BUSINESS 1.4 KEY COMPANY PRINCIPALS Owners Investors Key employees

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Definition of the Market

Who are your core, secondary and passing customers. What is your target market, etc. Taking to account competitors, country, region, product profile

1.5 Identification of target customers and needs 1.6 Define the market 1.7 Market segmentation 1.8 Target market: demographic variables, psychographics
Who are main potential customers? Who are the true customers? Who actually purchases the product? Who are the current paying customers and what they buy? What segments are more likely to buy your product? Who are the key customers you need go first? Who will be your bread and butter customers? Determine size of the market

1.9 Develop customer profile

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Industry Background
give an overview of the industry and its trends and major milestones. Key Success factors for your industry. 1.1 INDUSTRY (Accommodation industry???); In Lisbon 1.2 Industry life cycle: Growing 1.3 KSF 1.4 PEST analysis 1.5 History of the industry 1.6 Players (Suppliers, Customers, Competitors) 1.7 Trends in the industry: Detection the opportunity (Diegos article: Erasmus City, our experience, Fernanda Vicente Mail, Growing Erasmus grants and people that came to Lisbon, Cheep prices in electricity, water, gas 1.8 Duplication the concept Erasmus residence from other countries (Kasia Task) 1.9 Test market (new product with large investment)

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Analysis of the Competitors & Market

who are the main competitors and suppliers. What are they known for, pricing etc.

1.1 Competitors and US: SWOT, BCG matrix, Cross sectional mapping 1.2 PEST 1.3 Porter 5 forces 1.4 VALUE CHAIN (Done in practical class)

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Description of Product & Services

Product and Service Profile. 1.1 Identification and description of the services and products 1.2 Product profile
Mix: Product and Service: Accommodation Features Benefit Value Type Focus: I, E , Both Rooms Searching Process Election (Floor, neighbors, room) Location Unique Strengths Value Rating

1.3 Product pricing 1.4 Why competitors are competitive and what you give that they dont

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Organization & Management

Who is a part of your entrepreneurial team? What are their functions? Why are they in these positions? 1.1 Company organization 1.2 Legal form of ownership and why: We need know if there are residences with the same owner, I mean, if in Poland, Germany and Sweden (for example) the residences have the same owner (if there was that he could be interested in do the same here) and this could be something like a franchise. In other case, limited responsibility company??? We should also register the name : Erasmus Residence in Lisbon is too much famous (We should Know if is register or not) Laura/ diego our Lowers for daily issues (Reduction costs) Type of Contracts: Recibos Verdes????

1.3 Organization Chart 1.4 Process and how sales are going to be made 1.5 Licenses and permits needed 1.6 Bibliography describing key company managers

E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Marketing & Sales Strategy

Four Ps, Four Cs, Sales strategies. 1.10 4Ps 1.10.1 PRICE Value based pricing, taking to account what customers want Vs Competitors -

Their offer in terms of customer value Strengths Their competition pricing strategies Customer price sensibility Discounts (all the year< semester< summer) Costs 1.10.2 Promotion/ Communication In this part we can use the part of business networking to obtain consumers and collaborators. Consumers: We are Erasmus, contact with our Erasmus Friends and they send to their home Universities Useful information for Erasmus in Lisbon or Just only spreading the notice that there are a ER in Lisbon. Collaborators: ISN, Students associations, Universities in Lisbon 9.1.1 4 Cs

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E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Financial Management
Financial forecasts, start up costs, initial investment needed, amount needed from investors. 9.2 Revenue projections 9.3 How much Money we have and we need (from who???) - Savings - Friends and Family - Business angels - Corporations - Banks - Government programs 9.4 When we will make a profit 9.5 How much things will cost - Building, land, - Cost of sales - Advertising - Insurance (extinguisher for fire, insurance of the building, the personnel , Interest, Bills, Rent, Repairs and Maintenance, Salaries Payroll tax, Utilities) - Extra cost for contingencies - Interest o Try to reduce the cost paying with the time to pay to suppliers, Reducing the furniture in the rooms, o Adjust the time hours for clean the kitchens and toilets

9.6 9.7 9.8 9.9

Estimate of start up costs Projected balance sheet (one year forward) Income statement (one year forward) Projected cash flow statement (12 months forward)

We should do different scenarios Guys, I was reading one page about a residence and I found this: The Halls in Lumiar and the building was bought by SASNOVA in 1984, using a subsidy granted by the Calouste Gulbenkian Foundation. Maybe we could also try to get to know something about this subsidy

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E x c h a n g e R e s i d e n c e L i s b o n | Entrepreneurship Spring 2011

Appendixes with Relevant Data

pictures of products, SWOT analysis, CVs of all members of the team. CV each member Location zoning Licenses List of Business equipment Copies of press articles and advertisements Pictures of business location and products Information and data supporting market analysis Key business agreements, leases, contracts

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