Business Plan for an Online Brokerage Firm

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Master of Business Administration
Financial Management
Group Assignment
Students for Students Online Brokerage
(SFS AG Brokers)

Executive Summary
The following material is a business plan for a start-up of an online brokerage business. It is not based on real company data. The name of the company, the co-owners, the contact information data are invented by the authors.

There is a lot of information in the literature about what one needs to do when starting an online brokering business. One can also find information about what a business plan is and how to prepare it. This project is an attempt for a model of a business plan of a start-up company in the online brokering business, based on the literature and the experience of the authors.

The authors found the most difficult the financial part of the plan. It is a problem to project the sales when the business is in the initial stage. Because of its nature the business plan is under continual development. This project focuses only on the first year of the business with some projections for a further-years period.

Particularly useful for the project was the book: "Der Businessplan: Geschäftspläne profesionell erstellen / Mit Checklisten und Fallbeispielen" by Anna Nagl (2005) and the Information for business opening published by Bundesregierung Deutschland. Table of Figures

Figure 1: Students in Germany (academic year 2004/2005)12
Figure 2: Team Structure after expanding16
Figure 3: Expenditure list19
Figure 4: Other Costs19
Figure 5: Depreciation of Staff20
Figure 6: Balance Sheet21
Figure 7: Bases of the Calculation22
Figure 8: List of Fixed Costs23
Figure 9: Break-even Point25
Figure 10: Monthly Operation Expense Budget Sheet26
Figure 11: Operation Expense Budget Sheet Yearly27
Figure 12: First Quarter27
Figure 13: Second Quarter28
Figure 14: Third Quarter28
Figure 15: Fourth Quarter29
Figure 16: Cash Budget Quarterly29
Figure 17: Cash Budget30
Figure 18: Potential Income statement (At end of the first quarter)30

Table of Contents

1BUSINESS MODEL1
1.1OBJECTIVES1
1.2MISSION1
1.3KEY TO SUCCESS2
1.4COMPANY OWNERSHIP2
1.5START-UP SUMMARY AND COMPANY LOCATIONS AND FACILITIES2
2SERVICES4
2.1SERVICES DESCRIPTION4
2.2TECHNOLOGY4
3COMPETITORS, TARGETS AND STRATEGIES5
3.1MAIN COMPETITORS5
3.2COMPETITIVE STRATEGIES5
3.3MARKET FIELD STRATEGY AND TARGET GROUPS STRATEGY (ALTERNATIVE GROWTH POSSIBILITIES)6 3.4SWOT- ANALYZE7
3.4.1Strengths7
3.4.2Weaknesses8
3.4.3Opportunities8
3.4.4Threats8
4PORTFOLIO9
4.1PORTFOLIO9
4.2SERVICE ACHIEVEMENTS9
5SALES AND MARKETING9
5.1MARKETING STRATEGIES AND MARKET POSITIONING9
5.1.1The company's goal: market leader in the brokerage market sub-segment of young and heeled students.9 5.1.2Positioning10
5.1.3Internal marketing targets10
5.1.4External marketing targets10
5.1.5Operative short-term marketing steps11
5.2MARKET SEGMENTATION AND POSITIONING12
5.3POLICY OF PRODUCTS AND SERVICES13
5.4PRICING POLICY13
5.5SALES POLICY14
5.6PROMOTIONAL POLICY14
5.7CUSTOMER RETENTION14
6MANAGEMENT & HUMAN RECOURSES15
6.1OUR PRINCIPLES15
6.2MANAGERIAL STAFF15
6.3ORGANISATIONAL STRUCTURE15
6.4CONTROLLING16
7CHANCES AND RISKS17
7.1BEST CASE SCENARIO17
7.2WORST CASE SCENARIO17
8FINANCIAL BUDGETING18
8.1FINANCIAL PLAN18
8.1.1Introduction18
8.1.2The capital's resources18
8.2FINANCIAL ACTIVITIES18
8.2.1Legal Form18
8.2.2Expenditure list of Start-up Company19
8.2.3Other Costs List of Operation19
8.2.4Depreciation of Staff20
8.2.5To make the start-up balance sheet20
8.2.6The Cost-Volume-Profit Analysis21
8.2.7The list of the Fixed Costs23
8.2.8The Variable Cost24
8.2.9Break-even Point Analysis25
8.3BUDGET SHEET26
8.3.1Operation Expense Budget Sheet Monthly26
8.3.2Cash Budget27
8.4POTENTIAL INCOME STATEMENT30
8.5CONCLUSION31
9APPENDIX32...
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