GENEz – E-Business Plan – SWOT and PESTEL

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E-Business Plan

Contents Executive Summary Current Market Situation Basic Corporate Information Mission History, Management Biography Company Ownership Core Competencies Products External Environment Market Analysis Summary Competition Analysis Competitive Edge Strategies and Plans Business Strategy and Operating Plan Sales Strategy Sales Forecast Sales Projections Capital Spending Costs Pro Forma Profit and Loss Account Pro Forma Balance Sheet Pro Forma Cash-flow Risk Analysis SWOT Analysis PEST Analysis Limiting Factors Critical Success Factors Specific Risks and Solutions Conclusion and Exit Strategy

Executive Summary

Mainstream society is no more provincial. The coming of high quality TV, syndicated radio projects, and the Internet has made a world where a style proclamation in the capital city will be in a little town in a matter of days. The pace of our telecommunication framework has expanded junior clients' desires and requests for items that speak to their social explanation. Genez will offer youthful clients, in residential areas and groups around the country, the adolescent turned items and apparel that are famous across the country not accessible generally. The contrast between Genez and other youth-turned e-trade sites is that Genez is centered just on its residential area clients (Angerer, 2006.). The target client is a youngster, age 11-18, who listens to elective music and takes an interest in youth games like cricket and football. Our target client will look to elective garments drifts in expansive urban regions as their motivation. Genez will only promote in little groups with populaces between 100,000 and 150,000 inhabitants. Groups of this size recently have little youth-turned organizations, like shops which sell cricket goods like bats etc also video game stores for all the Xbox and Play stations. These stores can be utilized by Genez to promote its brand (Ahmad, 2009.).

Current Market Situation

Basic Corporate Information

Genez will offer youth-arranged items and attire, on the web, that are mainstream across the nation not accessible provincially. The Co-managers of Genez, will make a savvy operation that will rapidly ship attire and item buys to the client. Genez will concentrate on promoting items to its target clients in little urban communities with populaces between 100,000 and 150,000 occupants. The way to advertising system will be organizing occasions that will build the perceiving ability of the online store with the target client base. We will utilize existing nearby organizations that serve the same target client base to co-support these occasions.


The mission of Genez is to offer different youth-arranged design and items to residential communities of the country.

History, Management Biography

The start-up expenses of Genez comprises of item stock, making an advancement crusade and building its site (Schroeder, 2002.). Genez is subsidizing start up with holder ventures and a long haul business credit.

Company Ownership

There exists a system of Co-managers of Genez.

Core Competencies

  • The website should be user friendly. It should feel like a trip to your favorite shopping mall with the ever helpful shop staff always available for help
  • Superb relationships with the suppliers that will encourage speedy shipment of requests.
  • Build a compelling method for promotion in the groups' related to the youth.
  • Create a brand image which, for our target client, is both alluring and in vogue.

Products Genezwill provide young customers with the followingyouth-oriented products and clothing:

  • Shoes.
  • Jackets.
  • Sweaters.
  • Shirts.
  • Pants.
  • Bags.
  • Hats.
  • T-Shirts.
  • Dresses and skirts.
  • Shorts.
  • Eyewear.
  • Time pieces

External Environment

Market Analysis Summary

As stated by the U.s. Evaluation Bureau the number of inhabitants in teenagers (age 12-17), in 1999 was 23.4 million, which speaks to 8.6% of the aggregate U.S. populace. Young people impact $324 billion in using yearly, have $151 billion in disposable wage, use $24 billion every twelve-months, and will use $1.2 billion online by 2002. Adolescents use a normal of $82 for every week on diversion, design, nourishment, and engineering. These youngsters named "Era Y" command just about all features of prominent society and are the quickest developing demographic under age 65 (RAMSEY, D., & RAMSEY, J. , 2010). Forte youth garments and items have developed into a billion dollar specialty in the clothes business. The prevalence of the Internet with youngsters has been overall reported and has created the starting of various online saves by organizations offering to that market portion. The majority of these stores have retail outlets in substantial urban ranges that serve as the limited time vehicles for internet shopping.

The Internet is an approachable shopping instrument for our target populace. 64% of youngsters across the nation utilize the Net at home. The lion's share of youngsters, 55%, thinks about utilizing the Internet superior to staring at the TV. Families with adolescents are more inclined to have Internet access than different family units. Internet shopping by youngsters between 13 to 18 years in age is relied upon to aggregate about $300 million in the not so distant future (2000) and is quickening at about double the rate of web shopping by mature people. By 2003, teens are required to use $2 billion yearly on the web. By 2004, an agreeable greater part of junior buyers will shop on the web. The main five buys made by adolescents [online], in light of deals volume, are Cds/cassette tapes, garments, books, PC programming, toys and clothes (Belew & Elad, 2009.).

Competition Analysis

In the course of recent years, there has been a significant change in populace progress in the U.s. The non-metropolitan populace has been developing at practically the same rate as the urban populace. The West Coast, Midwest, and the Northeast have the biggest development rate. Today, there are a large number of youngsters who don't live close to a vast urban focus that offers the assorted qualities in dress items that the adolescent society requests. This has made a little market corner for organizations to offer garments and items to youngsters who live outside the urban territories. This is especially correct in groups with a significant school found in the group (David, 1922). Presently, just provincial shopping centers offer access to the style and styles that youngsters need. Lamentably, the center of these shopping center stores is just on the standard of the adolescent business sector. Elective dress and items are once in a while accessible outside the urban territory. This is accurate on the grounds that the organizations that make the clothes and items are little and offer basically through urban strength shops. Genez will profit by the accompanying qualities of Generation Y: Subculture Affiliation: Though insubordinate, high schoolers additionally need to mix in and be acknowledged by associates. They look for a group of associates to welcome them in and in addition bail them emerge. Mentality: Teenagers wear demeanor like a uniform to offer definition to their personality. This reaches out to clothes; hairdo and the kind of music listened to openly. They likewise respond to diversion, nonsensicalness, and disrespectfulness more effectively than to different styles. It is Genez' arrangement to bring elective design and items to residential area America through the Internet. We will make a business personality that will profit by the subculture connection and disposition of our target clients. (Schroeder, 2002.) Genez will center showcasing on two sort of non-metropolitan groups: Non-metropolitan groups with populaces between 100,000 and 150,000 occupants. Non-metropolitan groups with a real school and populace of no less than 80,000.

Competitive Edge

Genez’ focal point is putting forth product offerings that create an impression however won't abandon you broke. The real brands are exorbitant and not different enough to fulfill the changing taste of our target clients. Genez offers items that are only leading the pack along these lines competitive that our clients will come back to the site frequently to look at what's new. An alternate aggressive element is that items for this age gathering are some piece of a lifestyle articulation. Genez is kept tabs on serving youth outside the metropolitan territories. We need to speak to their style and life decisions. We accept that we will make a dependable client base that will see Genez as a major aspect of their lives. To encourage that association, our site will have a talk segment where our clients can impart what is occurring in their groups and additionally remark on our items and what we ought to add to our product offering later on.

Strategies and Plans

Business Strategy and Operating Plan

Genez’ will have a two track system. Genez will promote in elective magazines that are focused at our clients and the advertisement rate is competitive. Genez will likewise arrange 15 occasions in select groups to raise its perceiving ability with the target clients. The center will be at first on the West Coast throughout the first year of operation. Throughout the second year of operation, Genez will arrange occasions in the Midwest and the East Coast (Tiwari, 2009.). Genez will support skateboard rivalries and shows. We will gather gatherings of kid and young lady skateboarders and backer them with the Genez logo. The assemblies will be booked to tour chose groups. Genez will support the occasions yet will likewise look for neighborhood organizations that focus on the same client base to impart the occasion's sponsorship. Genez will book neighborhood prevalent elective groups to play the occasion. At these occasions, Genez will convey stickers, tops, shirts, and limited time material offering a 20% markdown on buys.

Sales Strategy

Deals will be even for the initial 45 days of operation. We suspect that deals will start as of right now and build as our showcasing battle advances.

Sales Forecast

The accompanying is the deals conjecture for three years. To begin with year month to month deals estimate is demonstrated in the index (David, 1922) Financial Analysis

Sales Projections

C:UsersramshaDropboxScreenshotsSales forecast.png

Capital Spending

C:UsersramshaDropboxScreenshotsCapital spending.png


C:UsersramshaDropboxScreenshotsTotal costs.png

Pro Forma Profit and Loss Account

Sales 395,650 610,000 750,000
Direct Cost of sales 100,740 164,000 210,000
Total costs of sales 100,740 164,000 210,000
Gross Margin 294,910 446,000 540,000
Gross margin% 74.5% 73.11% 72%
Payroll 1777,600 192,600 212,000
Sales expense 0 130,000 150,000
Depreciation 7140 7140 7140
Utilities 6000 6000 6000
Insurance 6000 6000 6000
Rent 24000 24000 24000
Payroll Taxes 26,640 28,890 31,800
Total operating expenses 247,380 394,630 436,940
PBIT 47,530 51,370 103,060
EBIT 54,670 58510 110,200
Interest expense 13,830 12,750 12,570
Taxes 10,110 11,586 27,147
Net Profit 23,590 27,034 63,343

Pro Forma Balance Sheet

Current Assets      
Cash 137,293 168,118 220,978
Inventory 6270 10,207 13070
Other current assets 19,800 39,600 59,400
Total current assets 163,363 217,926 293,448
Long term assets 50,000 50,000 50,000
Accumulated Dep 7140 14280 21,420
Total long-term assets 42,860 35,720 28,580
Total Assets 206,223 253,646 322,028
Liabilities &Capital      
Current liabilities      
Accounts Payable 9633 31,822 38,661
Long-term liabilities 128,400 126,600 124,800
Total Liabilities 138,033 158,422 163,461
Paid In capital 200,000 200,000 200,000
Retained Earnings (155,400) (131,810) (104,776)
Earnings 23,590 95,224 158,567
Total liabilities 206,223 253,646 322,028
Net Worth 68,190 95,224 158,567

Pro Forma Cash-flow

Cash Received      
Cash from operations      
Cash Sales 395,650 610,000 750,000
From Operations      
Cash Spending 177,600 192,600 212,000
Bill payments 103,957 364,975 463,540
Subtotal Operations 281,557 557,575 675,540
Additional Cash spent      
Long term liabilities 21,600 1800 1800
Purchase other assets 19,800 19,800 19,800
Subtotal Cash Spent 322,957 579,175 697,140
Net Cash-flow 72,693 30,825 52,860
Cash Balance 137,293 168,118 220,978

Risk Analysis

SWOT Analysis


  • Target business sector are potential costumers
  • Focusing on instructed individuals
  • Improvement
  • Sparing time of shopping
  • Comfort in shopping
  • Home conveyance
  • Human asset administration
  • Great connection with merchants
  • Item attention to the costumers
  • Great presentation to new brands
  • Costumer administrations
  • Online database and charging framework (Nystrom, 1917.)


  • Ignorant costumers are overlooked
  • Low pattern of web shopping in the city
  • Genez need to charge for home conveyance


  • Enhancement
  • Own their outlet
  • Genez can have ware houses:
  • Increment the amount of outlets
  • Open the outlets in other huge urban communities:
  • Economies of scale (SHEPHERD, 2007):
  • Propelling of private brands:
  • Advancement of private brands:
  • Solid brand distinguishment


  • The thought of online basic supply shopping might be replicated
  • Individuals may waver to shop online

PEST Analysis


  • Stability of Government
  • Rules and policy regulations
  • Economic Policy
  • Threats to current government

Economic Factors

  • Open economy and fiscal and monetary policies are managed properly.
  • Favorable current economic situation with low interest rates.
  • Increasing disposable income of consumers.

Social Factors

  • Diverse socio-cultural arena.
  • Cater to factors of consumers’ taste, mortality rates, aging population and time spent on leisure etc (Tiwari, 2009.).

Technological Factors

  • Competitors are more tech-savvy
  • Cost effective production of goods and services due to latest technology
  • Technology brought changes to current distribution and logistics.

Limiting Factors

  • Technology
  • Limited product portfolio
  • Dynamics of distribution and logistics

Critical Success Factors

  • Unique and easy to use website
  • Good marketing
  • Competitive prices
  • Excellent customer service

Specific Risks and Solutions

Technological risks exist as the website might stop functioning properly which would put a halt to all the operations of the business. The company has hence, already selected a team of technicians and website operators to cater to any such problems (RAMSEY, D., & RAMSEY, J. , 2010). The product portfolio is currently limited and targeting only a specific generation however, the company has enlisted a group of designers who are undergoing sample tests and markets surveys so as to come up with more designs for the existing as well as new markets. The problems of distribution and logistics can be resolved by assigning a specific team to the supply chain department whose main function would be to ensure that the logistics of the firm remain safe and sound

Conclusion and Exit Strategy

The co-managers expect to launch and develop Genez for a long time into what's to come. On the off chance that our investors ask for reimbursement of their introductory ventures, in addition to an extensive profit for their speculations, we will look for an accomplice to buyout the gurus' shares. An alternate elective is an administration buyout, which will be concurred upon ahead of time. (SHEPHERD, 2007) In the long haul, we will position Genez as a beneficial business that will be an engaging procurement for any number of retail networks.


Ahmad, S., 2009.. Encyclopaedia of retail chain management Vol. 3. Mumbai [India] : Mumbai [India] : Himalaya Pub. House. Angerer, A., 2006.. The impact of automatic store replenishment on retail : technologies and concepts for the out-of-stocks problem.. Wiesbaden: Deutscher UniversitaAŒËts-Verlag : GWV Fachverlage. Belew, S. & Elad, J., 2009.. Starting an online business all-in-one for dummies. Hoboken, NJ : Wiley Pub. David, D. K., 1922. Retail store management problems. New York, Chicago : New York, Chicago [etc.] A.W. Shaw Co.. Hicks, W. T. & Crowder, W., 1943.. Small retail store mortality. Washington: Bureau of Foreign and Domestic Commerce, Dept. of Commerce. Nystrom, P. H., 1917.. Retail store management. Chicago: LaSalle extension University. RAMSEY, D., & RAMSEY, J. , 2010. The everything guide to starting and running a retail store all you need to get started and succeed in your own retail adventure.. [Online] Available at: Schroeder, C. L., 2002.. Specialty shop retailing : how to run your own store. New York : Wiley. SHEPHERD, J., 2007. How to start a home-based online retail business.. Guilford, Conn: Globe Pequot Press.. Tiwari, R. S., 2009.. Retail management, retail concepts and practices. Mumbai [India]: Himalaya Pub. House.

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GENEz - E-Business Plan - SWOT and PESTEL. (2017, Jun 26). Retrieved February 29, 2024 , from

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