Company Description | Simmons Home & Away Bidet

CONTENTS HOME Overview Executive Summary Market Analysis Company Description Organization & Management Marketing & Sales Management Product Line Funding Request Costs: Roll-Out & The Critical Path Income: Roll-Out & The Critical Path Norman G. Simmons' Resume Product Photos Product Component Parts Key Contacts Competitors & Product Exhibits "What Is A Bidet? "Bidet" Wikopedia		COMPANY DESCRIPTION
	Nature of the Business The company will be in the business of providing its customers with an affordable solution to personal hygiene problems. The company will produce bidet products that are easy to use and easy to install. Unlike any other product on the market, the company's products do not require third-party installation. They also provide many more benefits than similarly priced products. The company has recognized a need in the marketplace for affordable, yet effective, bidets. It is the company's intention to provide the same type of quality cleansing of the higher end products for a fraction of the price. The Company has also recognized that although its products may have a universal appeal, there are many niche markets that can be well-served. These niche markets, like hemorrhoid sufferers, obese people, and the gay community, have very specific needs that can be met by the company’s products. All of these niche markets would benefit greatly from a product that cleanses thoroughly after using the commode, and which does not require the use of toilet paper. The business model is one of a direct marketing company. The company will outsource the manufacturing of its key components of its products to contractors which will use the company's proprietary molds. The remaining components will be purchased from suppliers in bulk to obtain volume discounts. Little assembly is required for each unit. Assembly will be done in-house. Finished product will be stored in the company's warehouse and it will be shipped out as customers place orders. No sales force will be used (other than in-house, salaried, customer care personnel). Sales will be primarily generated through the company's website and through in-bound telemarketing from TV spots and infomercials. Back office services, like accounting, will be outsourced to reduce fixed payroll costs. This business model will make operations simple, yet effective. Primary Success Factors There are several factors that will ensure that the company will be a successful start-up. First, the company has a product that delivers on what it promises: the ultimate in personal hygiene. The product, in all three versions, does an excellent job of cleaning after using the commode. The temperature and water pressure can be adjusted, which can only be accomplished with other products costing hundreds of dollars more. The products are also easy to install, which cannot be done even by similarly priced products. Another success factor is that the company can approach several niche markets, and tailor its message to each individual niche market. For example, the message to the obese market will be that reaching over to try to wipe is no longer necessary. Or, the message for the gay community will be that by thoroughly cleansing the area, the company's products can decrease the risk of infection. The Internet marketing campaign will prove to be another success factor. The campaign will be based on positioning the company's products as a solution to an existing problem, rather than focusing on the product itself. People may not associate an affordable bidet with the kind of benefits they are looking for. For example, a hemorrhoid sufferer may be looking for a solution to his or her problems, but not for a bidet. Once the person realizes that a bidet could provide great relief, then a purchase would likely follow. Competitive pricing will be another success factor for the company. Products will be priced at an affordable level, providing customers with a lot of value. The idea is for everyone to be able to afford the products. Because of the product's universal appeal, this is a very important factor. A bidet costing thousands of dollars is not affordable for everyone. A bidet costing hundreds of dollars is not affordable for everyone. The company will price its products at from $39.90 to $89.90. Ease of installation is yet another factor which will provide an advantage over existing products. Most products in the market need to be installed by a plumber. This adds to the cost of the product, and it involves the hassle of having to schedule an appointment and bringing in a stranger to the customer's home. All of the company’s products, however, can be installed by the customer, using only pliers. The installation takes no more than two or three minutes. In addition, the product un-installs just as easily, so it can be removed and carried away while traveling.

CONTENTS

COMPANY DESCRIPTION

Nature of the Business

The company will be in the business of providing its customers with an affordable solution to personal hygiene problems. The company will produce bidet products that are easy to use and easy to install. Unlike any other product on the market, the company's products do not require third-party installation. They also provide many more benefits than similarly priced products.

The company has recognized a need in the marketplace for affordable, yet effective, bidets. It is the company's intention to provide the same type of quality cleansing of the higher end products for a fraction of the price. The Company has also recognized that although its products may have a universal appeal, there are many niche markets that can be well-served. These niche markets, like hemorrhoid sufferers, obese people, and the gay community, have very specific needs that can be met by the company’s products. All of these niche markets would benefit greatly from a product that cleanses thoroughly after using the commode, and which does not require the use of toilet paper.

The business model is one of a direct marketing company. The company will outsource the manufacturing of its key components of its products to contractors which will use the company's proprietary molds. The remaining components will be purchased from suppliers in bulk to obtain volume discounts. Little assembly is required for each unit. Assembly will be done in-house. Finished product will be stored in the company's warehouse and it will be shipped out as customers place orders. No sales force will be used (other than in-house, salaried, customer care personnel). Sales will be primarily generated through the company's website and through in-bound telemarketing from TV spots and infomercials. Back office services, like accounting, will be outsourced to reduce fixed payroll costs. This business model will make operations simple, yet effective.

Primary Success Factors

There are several factors that will ensure that the company will be a successful start-up. First, the company has a product that delivers on what it promises: the ultimate in personal hygiene. The product, in all three versions, does an excellent job of cleaning after using the commode. The temperature and water pressure can be adjusted, which can only be accomplished with other products costing hundreds of dollars more. The products are also easy to install, which cannot be done even by similarly priced products.

Another success factor is that the company can approach several niche markets, and tailor its message to each individual niche market. For example, the message to the obese market will be that reaching over to try to wipe is no longer necessary. Or, the message for the gay community will be that by thoroughly cleansing the area, the company's products can decrease the risk of infection.

The Internet marketing campaign will prove to be another success factor. The campaign will be based on positioning the company's products as a solution to an existing problem, rather than focusing on the product itself. People may not associate an affordable bidet with the kind of benefits they are looking for. For example, a hemorrhoid sufferer may be looking for a solution to his or her problems, but not for a bidet. Once the person realizes that a bidet could provide great relief, then a purchase would likely follow.

Competitive pricing will be another success factor for the company. Products will be priced at an affordable level, providing customers with a lot of value. The idea is for everyone to be able to afford the products. Because of the product's universal appeal, this is a very important factor. A bidet costing thousands of dollars is not affordable for everyone. A bidet costing hundreds of dollars is not affordable for everyone. The company will price its products at from $39.90 to $89.90.

Ease of installation is yet another factor which will provide an advantage over existing products. Most products in the market need to be installed by a plumber. This adds to the cost of the product, and it involves the hassle of having to schedule an appointment and bringing in a stranger to the customer's home. All of the company’s products, however, can be installed by the customer, using only pliers. The installation takes no more than two or three minutes. In addition, the product un-installs just as easily, so it can be removed and carried away while traveling.