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Smart & Simple Business Solutions (SSBS)
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Smart & Simple Business Solutions (SSBS) is a project for the design and setup of a firm that will focus its operations in the development of innovative and top quality Business Intelligence Solutions talented to support and optimize SME’ strategic decision making processes.
The project’s opportunity is based in SSBS’ talent to respond towards the natural difficulties that Portuguese SME have in collecting and analyzing information to support decision making processes, since they have limited human and financial resources. The present business and financial environmental context compose also a booster for this opportunity since due to financial volatility of markets, in general, the level of uncertainty that companies have to manage on a daily basis is increasing and investment decisions are being postponed. Additionally, the existing BI solutions are too pricey and incur in long and costly implementation services that are not viable for most SME. Hence, SSBS will explore SME segment with modular, Web-Based and cost competitive and efficient solutions, without complex implementation requirements. A major POD for SSBS is its ability to perform on-time, dynamic, realistic and accurate analysis and predictions, due to its multi-dimensional set of information. In this BP, Tourism sector was selected has SSBS’ target market, especially tourism SME, because this sector have been neglected by BI players. Thus SSBS has opportunity to build first move advantage. Tourism is also a National and Global strategic asset, so it has been targeted by large amounts of investments and it is growing considerably higher than most of the other sectors. Finally, Tourism Universities are educating students to use BI and/or ERP solutions, so the use of these tools is expected to soar. SSBS has 2 solutions, product “A” that has monthly licensing price of 215€ and that is directed to SME and “B”, directed to larger firms and with a monthly licensing price of 355€. The main difference between them is centered in the standard features and in the enclosure of Diagnostic Analysis, customization and monitoring services in Product B. SSBS’ Business Model and Value Creation strategy is based in a differentiation focus strategy. The differentiation is based in strategic partnerships that will give unique characteristics to the products and in solutions’ quality and innovative and distinctive features. The focus is Portuguese tourism segment, mainly SME firms, and in the future in SME from logistics and financial segments. Nonetheless, SSBS aims to keep costs level low, since its target customers have low purchasing power and it pretends to gain fast market share using a penetration price strategy. Hence, SSBS P&S strategy is to offer distinctive and quality solutions by competitive prices. SSBS is not yet in the market, thus it does not have an established reputation. Consequently, to potentiate its business model, SSBS must invest in promotional efforts, establish partnerships with information agencies that have strong brand awareness, like Bloomberg and implement Try & Buy techniques and payments based in success fees. SSBS will have a light and flexible cost structure, in order to minimize costs and the financial risks. Therefore, it will rent most of its resources and outsource its non-core activities. In the first year of activity, labor costs will embody 257.209€, being the larger costs. The second larger costs’ source is OSS with 143.194€, while fixed costs will be almost trivial and allocated to the investment in intangible assets. Concerning revenues, in the first year, SSBS will have, resulting the licensing of its solutions and from the 3 services provided. After the second year, revenues are estimated to increase even, reaching an amount of 2.846.258€ in the fifth year, due to the boost of SSBS’ brand awareness and to the exploitation of its client’s basis. Concerning SSBS’ investment plan, the only investments are in intangible assets, namely, training, studies and national patent filling. SSBS larger financial needs will be to assure a positive working capital and liquidity in the first year. The firm will only start up with 5000€ to pay its legal step up and to fill a national patent. Afterwards, 200.000€ must be borrowed to secure liquidity in the first year. To measure SSBS’ profitability potential some indicators are critical. In detail, this project has a NPV of 3.757.679€, using a capital opportunity cost of 10,4%, a payback inferior to one year, a ROS of 25,1% and a ROE of 98,1%. Finally, the start of SSBS’ operations in tourism SME segment are scheduled to March 2011, but, some requirements, detailed in the Implementation Plan must been met. The key ones are to develop Tourism’s solutions until June 2010 and to test the solution until the mid of January 2011, otherwise, the project’s viability is at risk. To conclude and to give a brief overview this BP structure starts SSBS products and firm description and with the presentation of the firm’s Value Proposition and Business Model. After that there is an External Scanning analysis, composed by a Macroeconomic analysis, by a Market assessment and by an Industry Mapping section. Then SSBS’ Value Chain and the Internal Scanning, with a Competitive Environment analysis, with a Porter’s 5 forces analysis and with a SWOT analysis, are studied. Afterwards, we have Market Specifics, Marketing Strategy and Sales Strategy sections. Then, the Process design, HRM and Implementation Plan sections are scrutinized and for last, it has an exhaustive study concerning the Risk and Financial analysis and some fundamental Recommendations for SSBS to achieve success and sustainability.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa
Palavras-chave
SSBS (Smart & Simple Business Solutions) SME (small and medium enterprises) POD (points of differences) BI (Business Intelligence) OSS (Outsourced Services and Suppliers) BP (Business Plan)