Strategic Analysis for BOBSLA Market Entry and Growth
BOBSLA, a Brazilian consulting firm, is strategizing its market entry for a functional and recreational vehicle service mainly targeting premium hotels and resorts. The team includes key members focused on finance, operations, and marketing strategies. Addressing key issues such as distribution, marketing, and sales strategies, the company aims to position itself successfully in the market through service offerings and expanding production capacity. Market analysis reveals strengths, weaknesses, opportunities, and threats in the electric snowmobile industry, emphasizing the need for innovation and strategic planning. Scenarios analysis suggests a focus on B2B, B2C, or transforming the company into an events agency, with considerations for pricing, market size, distribution, and operational costs.
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Presentation Transcript
BOBSLA BOBSLA FIA CONSULTING (BRAZIL) FIA CONSULTING (BRAZIL) EZEQUIAS RODRIGUES EZEQUIAS RODRIGUES MARIANA PINTO MARIANA PINTO NATASHA MUNHOES NATASHA MUNHOES NATHAN NATHAN MENDES MENDES
OUR TEAM NATHAN MENDES NATHAN MENDES Finance MARIANA PINTO MARIANA PINTO Operations NATASHA MUNHOES NATASHA MUNHOES Marketing & Strategy EZEQUIAS RODRIGUES EZEQUIAS RODRIGUES Marketing & Strategy
KEY ISSUE DEFINE HOW BOBSLA WILL SUCCESFULLY ENTER IN THE MARKET DISTRIBUTION, MARKETING AND SALES STRATEGIES KEY BUSINESS MODEL PRODUCT POSITIONING TARGET MARKETS MANUFACTURING PRACTICES PRICING POLICY Sales channels Communication and Advertising Sales (product) or Leasing (service) Low or High price Functional vehicle Personal vehicle Recreation Europe USA Canada Number of supplies Manufacturing plant location Production capacity
BOBSLA SHOULD BE OFFERED MAINLY AS A SERVICE (LEASING) TO PREMIUM HOTELS AND RESORTS AS FUNCTIONAL AND RECREATIONAL VEHICLE Outsourcing general pieces Manufacturing critical parts Increasing production capacity with new production plant in North America Marketing focused on trade fairs and trade shows
MARKET ANALYSIS Strengths Strengths Weaknesses Weaknesses The only one to offer zero emissions, being ellectric Lack of money for investment Offers virtually zero noise, Does not have a stablished business model plan Offers instant torque and fast acceleration Limited capacity of production Won many prestigious award designs Competitors are expensive, heavy, dangerous or/and polluting The price of snowmobiles are high, and can hamper market growth The global market is still underexplored for electric snowmobiles Snowmobiles have strict regulations regarding their place of use There are an increasing demand for snowmobiles, with expected growth by 3.5% from 2016 and 2021 There are other companies developing electric products to compete in the market Opportunities Opportunities Threats Threats
SCENARIOS ANALYSIS Focus on Focus on B2B B2B Focus on Focus on B2C B2C Transform the company Transform the company in an events agency in an events agency Priority Priority Price per unit 3 3 Size of market 1 1 Distribution 2 2 Operational costs 4 4
RISKS AND MITIGATION Risks mitigation Risks mitigation Recommendation Recommendation Potential risks Potential risks Expansion to north America in 3 years 1 1 1 1 3rd Covid Wave 3rd Covid Wave Focus on reputation build by market efforts Potential new entrants in the Potential new entrants in the market market 2 2 2 2 Focus on selling B2B Focus on selling B2B Maintenance of frequent income from leasing High investment in after High investment in after- -sales services services sales 3 3 3 3 Exploration of B2C market after stablishing B2B business plan 4 4 4 4 Lost demand of B2C customers Lost demand of B2C customers 7
THE BUSINESS MODEL SHOULD BE FOCUSED ON B2B FOR EITHER LEASING OR PURCHASING OPTIONS SELLING FOR LOW VOLUME TARGET MODEL PURPOSE LEASING FOR HIGH VOLUME PURCHASING LEASING SKI RESORTS RENTING FOR ENTRETAINMENT BIG HOTEL CHAINS SMALL HOTEL CHAINS EUROPE (short-term) NORTH AMERICA (mid- term) FUNCTIONAL USE FOR LOW VOLUME (Expected 20% of income coming from purchase) FOR HIGH VOLUME (Expected 80% of income coming from leasing)
SHORT AND MID-TERM MARKETING PLAN 2022-2024 2025-2030 Europe North America Marketing Strategy focused on B2B & B2B2C: Marketing Strategy focused on B2B & B2B2C: Promotional materials at hotel & resorts Promotional Bobsla support at key resorts Strong social media presence Formula on Snow Partnership with Red Bull for marketing awareness in key winter sports events Fairs in Europe and North America (closer to the expansion date)
BOBSLA WILL BE VALUATED IN 2025 ON 4.6 M $ AND WILL SELL PART OF THE OPERATION TO EXPAND TO NORTH AMERICA Valuation projection by 2025 4.6 m $ (10X EBITDA) 2022 2022 2025 investment source 2025 investment source 2025 2025 2030 investment source 2030 investment source 10% 25% 25% 40% 20% 50% 30% Own resources Angels Banking Own resources Angels Banking Sell
AGRESSIVE EXPANSION PLAN WILL OCCUR FROM 2025 ONWARDS WITH THE SELL OF 10% OF THE COMPANY FOR $460K Y1 Y2 Y3 Y4 Y5 Y6 Y7 Y8 Y9 2022 2023 2024 2025 2026 2027 2028 2029 2030 Quantity of total cars Net Sales COGS Gross Margin Gross Margin P&I P&I total SG&A SG&A total Clean EBIT Clean EBIT 50 100 200 500 1,000 1,500 2,000 2,500 3,000 USD $ $ % $ % $ % $ % 170,000 -17,500 152,500 89.7% -137,250 90.0% -61,000 40.0% -45,750 -26.9% 357,000 -30,000 327,000 91.6% -261,600 80.0% -114,450 35.0% -49,050 -13.7% 749,700 -50,000 699,700 93.3% -489,790 70.0% -209,910 30.0% 1,967,963 -125,000 1,842,963 93.6% -921,481 50.0% -460,741 25.0% 460,741 23.4% 4,132,721 -250,000 3,882,721 94.0% -1,164,816 30.0% -776,544 20.0% 1,941,361 47.0% 6,509,036 -375,000 6,134,036 94.2% -1,533,509 25.0% -1,226,807 20.0% 3,373,720 51.8% 9,112,650 -500,000 8,612,650 94.5% -1,722,530 20.0% -1,722,530 20.0% 5,167,590 56.7% 11,960,354 -625,000 11,335,354 94.8% -2,267,071 20.0% -2,267,071 20.0% 6,801,212 56.9% 15,070,046 -750,000 14,320,046 95.0% -2,864,009 20.0% -2,864,009 20.0% 8,592,027 57.0% 0 0.0%
CONCLUSION BOBSLA HAS A GREAT POTENTIAL IN A WORLD LOOKING FOR ENVIRONMENT SOLUTIONS AND WITH THIS BUSINESS MODEL IT WILL CREATE A COMPETITIVE AND ROBUST BUSINESS MODEL Thank You
