BusinessPlan:

CARgoNETco.

BigorsmallwesecureitALL

PomperaugHighSchool
234JuddRoad
Southbury,Connecticut06488
2032623200
cargonetco@gmail.com
www.cargonetco.com

I. TableofContents
1.0ExecutiveSummary
1.1Introduction
1.2CompanyGoalsandObjectives
1.3OurProduct
1.4MissionStatement
1.5MarketingandSalesStrategy
1.6CompetitivePosition
1.7Financials
2.0BusinessDescription/CompanyProfile
2.1StatementofProblem
2.2Solution
2.3BusinessPhilosophy
2.4CompanyStrengthsandCoreCompetencies
2.5LegalFormofOwnership
2.6ProductDescription
3.0Empathy
3.1Summary
4.0Mentorship
4.1Summary
5.0SituationAnalysis
5.1SWOTAnalysis
5.2PESTAnalysis
6.0MarketingPlan
6.1CompetitiveAnalysis
6.2MarketingTrendsandSurveys
6.3TargetMarket
7.0WebPlanSummary
7.1WebDevelopmentRequirements

7.2UserInterface
7.3WebMarketingStrategy
8.0OperationalPlan
8.1Production
8.2QualityandInventoryControl
8.3LocationandFacilities
9.0LegalEnvironment
9.1Permits
9.2Health,WorkplaceandEnvironmentalRegulations
9.3Insurance
9.4TrademarksandCopyrights
10.0ManagementandOrganization
10.1OrganizationalChart
10.2Personnel
10.3JobDescriptions/TeamDirectors
10.4CrossFunctionalSupport
10.5InvestinginHumanCapital
11.0FinancialPlan
11.1StartUpCosts
11.2BreakevenAnalysis
11.3BalanceSheet
11.4ThreeYearProjection
11.5InvestorsPage
12.0GrowthOpportunitiesandPotential
12.1Summary
13.0Appendix

1.0ExecutiveSummary
1.1Introduction
Ourcompany,CARgoNETco.,isabusinessthatplanstohelppreventdistracteddriving.
Ourproduct,theCARgoNET,isanetthatislocatedonthepassengerseatsofcars.Thenetwill
holdmultiplebelongingstopreventthemfromfallingtothefloorofthecar,aproblemthatis
commonforalldrivers.

1.2CompanyGoalsandObjectives
CARgoNETco.'smainobjectiveistohelptheeverydaycitizenmaketheircommute
convenientandsafe.Weprovideourcustomerswithacomfortingstateofmind,thattheir
belongingsaresafeandsecure.

Ourempatheticbasedgoalistomakeasignificantchangebysubstantiallyreducingthe
numberofcollisionsandcasualtiesduetodistracteddriving.CARgoNETco.isenteringalarge
consumermarket,ensuringthatourproductwillenhanceourexpansionwellintothefuture
needsofourconsumers.

Intermsoffinancialgoals,wepredictthatinourfirstyearwewillreach$
50,604.75
in
sales.Byourthirdyear,weexpecttoreach$
106,805.75
,asourproductiongoalistohaveour
productbeineverycarinAmerica.Weexpecttoreachthesegoalsthroughcustomizationof
ourproductwhichultimatelywouldfittheneedsofalldrivers.

1.3OurProduct
TheCARgoNETwillbeinthecaraccessorybusiness.Oursafetynetsecuresitemsinthe
passengerseatwherethedriverputstheirbelongings.Thebusinessofourcaraccessoryis
empatheticbecausetheexperienceoffallingitemsiscommonamongstalldrivers.Thedemand
forthisaccessoryincreasesasmorecarsareproducedandsoldeachyear.Weplanto
strengthenthecaraccessoryindustrywiththeCARgoNETtopreventdistracteddriving.

1.4MissionStatement
AtCARgoNETco.,wehaveonemission:tooffertrulyinnovativeandusefulproductsat
anaffordableprice,whilepavingthewayforempatheticdesign.Ourteamsdedicationto
customersatisfactionandqualityisunmatched.

1.5MarketingandSalesStrategy
Advertisingiskeyinmakingourproductsuccessful.However,duetoalackofstartup
capital,lowcostadvertisingisessential.Onewayweareapproachingthisissueisbyusing
variousformsofprintmedia.WewilladvertisefacetofaceattheExpoanddistribute
brochures,businesscards,letterheads,andotherhandoutsinordertostirupinterestinthe
product.Wehavealsolaunchedanaggressiveonlineadvertisingcampaign,whichisperhaps
ourmostcosteffectiveformofadvertising.Wehavebeenabletoreachaverylargenumberof
peoplewithnocosttous,andtheversatilityofanonlinepresenceandsocialmediaallowsthe
advertisingtobeinteresting,entertaining,andinformative.Allaccountsareupdateddailyby
theheadofsocialmedia.WehaveanactiveTwitterpresencewherewestayconnectedwith
ourfollowersbypostingupdatesonourproduct.WearealsoonInstagramwhereweshare
photosofwhatourCARgoNETco.teamisworkingonandhowwearefinishingtheproduct.Our
Youtubechannelisawayforustoconnectwithourcustomersinauniqueandmore
comprehensiveway.Themoremediawehave,thebetteritwillbeforourcompanybecauseit
offersusmorewaystogetournameoutandincreaseinterestinourproduct.Wewantpeople
toenjoyviewingoursocialmediaandandunderstandtheprocessandpaththatourbusiness
hastaken.

Intermsofgraphicimagery,wehavecreatedalogothatrepresentstheconceptofour
companyverywell.Anoctagonshapeandthecolorredsupporttheideaofstopandthe
Cnetabbreviatesourcompanyname.Asstatedabove,weplantousebusinesscards,
letterheads,signs,boothsandmore,allfeaturingourlogoandsloganinordertocreateproduct
association.Besidesthat,attheInnovationExpo,wewillcreateanaestheticallypleasingbooth
completewithinteractiveandexcitinghandouts.

Themostimportantadvertisingplatformwehaveisthe2016StudentInnovationExpo,
organizedbyEducationConnection.ThiswillallowustospreadtheCARgoNETco.nameto
manypotentialcustomersandinvestors.Asitisalsoacompetition,achievingourgoalof
recognitionwouldgiveusanextraordinaryamountofcredibilityinthebusinessworld.Dueto
thelargenumberofpeopleatthisevent,itshouldbeacatalystintermsofwordofmouth,
advertisingandnetworking.

Theimagewewishtoprojectisoneofcompetence,reliability,andperhapsmost
importantly,empathy.Westrivetodoallthatwecantoappealtothecustomersandusetheir
thoughtsandideasintheproductionandimprovementofourproduct.CARgoNETco.hasalot
ofprideinitsworkandwewishtoprojectthatintheformofastableandsecurecompanywith
strongsafetyvaluesandgoodcustomerinteractions.Wehavespentanenormousamountof
timeworkingtoperfectourproduct,andwehopethattheamountofhoursinvestedwillshine
throughineveryaspectofthecompany.Wewantourcustomerstoseeusasabusinessthat
willprovidefortheirneedsandacompanythatwillsupportthepeopleweworkwith.

1.6CompetitivePosition
Ourcompetitivepositionisanadvantageousone.Wehaveaproductthatisnotonthe
marketintheUnitedStatesyet.Wewillbehavingourcargonetinthefrontpassengerseat,
whichismuchdifferentthanhavinganetinthetrunk.Thereisonlyonecargonetthatisable
togointothefrontseat,whichislocatedintheUnitedKingdom.Furthermore,itisskinnyand
canonlyholdobjectslikebindersandphones.Ifyouneededtoholdatrayofbrownies,
cupcakes,etc.,thereisnothingavailableonthemarket.Ourcompetitiveadvantageisthatour
netisflexible,convenientandabletoholdavarietyofobjects.

1.7Financials
Wehavetwosetpricesforourproduct.Ournetisofferedintwosizesandonecolor.to
Weplantoexpanduponthislateronasourbusinessprogresses.Wehaveboughtthe
materialsfor$12.99andplantosellournetsfor$24.99whichwillallowustoprofit$12.00for

eachnetsold.Lateroninourbusiness,wecanadddifferentcolorsanddifferentsizenetsthat
willcostmoretoproduceandwecanpricethoseataround$29.99pernet.

2.0BusinessDescription/CompanyProfile
2.1StatementofProblem
Theproblemthatwearelookingtopreventisdistracteddriving.Everyday,multiple
peoplecommutetowork,school,home,etcandfacetheinconvenienceofhavingtheir
belongingsfalloffthefrontseatoftheircars.Thisisahugedistractionforalldriversbecauseit
takestheirattentionawayfromtheroadandontosavingtheirbelongings.

2.2Solution
Ourcompany,CARgoNETco.,strivestopreventitemsfromfallingtothefloorofthecar.
Wearealsostrivingtomakeourcustomersliveseasier,andsafer,sinceournetwillstopthe
itemsfromfalling.

2.3BusinessPhilosophy
Creatingaproductthatsolvesacommonconsumerproblem,whileappealingtoour
consumersneeds,isempatheticinitself.Customerreviewsandratingsarecriticaltothe
successofourbusinessbecausetheydecidetheextenttowhichourcompanywillcreatethis
newdemand.CARgoNETco.sadvantageoverourcompetitorsissimple;wehaveredesigned
thepositioningofaproductthatprovidesdriverswiththeultimatelevelofsafetyfortheir
belongingsandthemselveswhileinamovingvehicle.Currently,directcompetitionislimited.
Thisgivesustheopportunitytocontrolthe4Psofthemarketingmix:price,product
customization,placeofsale(online),andpromotionalmethods,allofwhichgiveusa
competitiveedge.

Ourtargetmarketfocusesonalldriversandpotentialnewdrivers.Thepurposeofour
productistoallowforsafeconditionswithoutthepossibilityofbelongingsinthepassenger
seatfallingontothefloorwhilebrakingorimpact,therebyeliminatingdistracteddriving.

Wearebeginningasasmall,enthusiasticstartupbusinessthatprovidescustomerswith
asolutiontotheirsafetyissuesthroughtheuseofanempatheticallydesignedcargonet.This

netwillnotonlyprotecttheirbelongingsbutalsosavelives.Wewilltakeadvantageofthisby
expandingourproductasmuchaswecanasquicklyaspossiblefortheconvenienceofthe
customers.Ourindustrywillalwayshaveaviablemarket,astherearenewdriverseveryyear.
Thebeststrengthofourcompanyisthatitisnotseasonal,consumerscanuseitanytime,and
thewantforourproductwillalwaysbetherebecausetherearenewdriverstakingtheroad
everyday!

2.4CompanyStrengthsandCoreCompetencies
ThereareavarietyoffactorsthatcontributetothesuccessofCARgoNETco.,both
measurableandimmeasurable.First,thetargetmarketthatisaddressedbythisproductis
incrediblyvastandvaried,encompassingnearlyanyonewhodrives.Ourresearchand
developmentteamrecentlyconductedasurveyofover330people,whoareallpotential
consumers,anddiscoveredthat89.5%ofpeopleexperiencetheproblemofitemsfallingoffthe
frontseatoronthefloorand68.8%ofpeoplereportedthattheywouldusethisproduct.
Secondly,andperhapsthemostimportantfromamonetaryperspective,istheoriginalityof
ourproduct.Thereisnothingpresentlyonthemarkettocompetewithus,andwhen
consideringtheubiquityoftheproblem/potentialconsumers,thecurrentmarketisaperfect
environmentforourbusinesstothrivein.

Fromamoreinternalperspective,thiscompanybringstogetheranarrayofexpertise
andtalentsconducivetoformingasuccessfulbusiness.FrommultipleformerExpocompetitors
andvictors,tostronglymotivatedindividualswhohavehonedtheirtechnologyandaccounting
expertise,theprimarystrengthofthiscompanyisthedeterminedandversatilecoreofour
employees.Monthshavebeenspentdeliberatingandperfectingthisproductidea,andthe
steadfastindividualsupportthathasresultedwillensuresuccess.

CARgoNETco.isasmallbusinessunincorporatedwithothercompanies.Asastartup
companywithasingleproduct,thissimpleformisthemostconducivetosuccess.Weare
excitedtoseethepotentialourcompanyhasandtocharttheprogressitmakes!

2.5LegalFormofOwnership
Ourbusinessisconsideredtobeacorporation.Wehavemultipleemployees,a
President,aVicePresidentandaHeadDirectorforeachdepartment,includingAccounting,
BusinessPlan,WebDesign,SocialMedia,ResearchandDevelopment,MarketingandBooth
Design.Wehaveanindependentlegalentity,separatefromthepeoplewhoown,controland
manageit.

2.6ProductDescription
TheCARgoNETisdesignedtoalleviateanyhassleandstress,whilesimultaneously
keepingyousafebehindthewheel.Thepurposeofthenetistosecureanyloosebelongingsin
thefrontpassengerseatofthecar,keepingthemfromflyingtothefloorwhileslowingdown
orbraking.Thenetismadeofasimple,inexpensivematerial,andcomesintwosizeoptions.It
isflexibleenoughtoadheretoanystandardcarseat.

Thenetisstrappedtothepassengerseatwithstrongbutflexiblecordswrappedaround
theback.Thestorageareaisontheseat,whereonewouldnormallysit,withthenetsecurely
drapedoverthefrontandtop.Twoendsofaflexiblecordarehookedsecurelybehindtheseat,
andtwoendsofanothercordarehookedintothatfastening.Theseendsunhookwhenthe
CARgoNETisnotinuse,andtheneteasilyfoldsdirectlyunderneaththeseat.Thisallowsfor
flexibility,versatility,andeaseofuse.

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3.0Empathy
3.1Summary
Thesmartestthinganentrepreneurcandowhendesigninganewproductissolvingan
everydayproblem.Theyneedtoempathizewiththetargetaudienceinordertodesigna
productthatwillmaximizeitsbenefits.
Theymustbeabletoseetheirproblemsandstrivetofix
theminordertomakethegoodorservicetheyaresellingasuserfriendlyaspossible.
When
designingaproduct,orgoingabouttheprocessofdesigning,itisbesttoconsiderthis;howcan
thishelpsomeone?Forexample,whenMarkZuckerbergdesignedFacebook,hewas
attemptingtomakecommunicationeasier,givingpeopleonecentrallocationtointeractwith
eachother.Empathyisakeyaspectofhisservice.Onecanveryeasilymaketheargumentthat
inordertodesignaproductorbusinesssuccessfully,itisessentialtoincludethethemeof
empathy.Whenthedesignerisabletoputthemselvesinthecustomer'sposition,itallowsthe
producttofullydevelopintosomethingthatwilleffectivelyandefficientlymakepeopleslives
easier.
Thisishowyougainregularorrepeatcustomers,andhowyoubuildareputationanda
consumerbase.Anysuccessfulproductisdesignedtosolveaproblemormakeliveseasier.
Thatiswhyempathyiscrucialinthedesignprocess.Anythingyoudo,andanydecisionsyou
make,mustbemadewiththeperspectiveoftheuserinmind.

Therelationshipbetween
empathyanddesignisoneofthemostessentialaspectsofbusinessforanentrepreneurto
master.

Entrepreneurshipiseverchangingandexpanding.
Asstatedearlier,therelationship
betweenempathyanddesignisveryimportanttounderstandifyouwishtohavesuccessinthe
businessworld.
Youmustdesignaproductthatemphasizeswithanextensivetargetmarket.
Withpeoplemoreeasilyabletoexpresstheircomplaintsaboutdailylife,theentrepreneursof
theworldhavehadamoreevenplayingfieldfordesign.Theoverallbusinessdesignhasto
encompasseverythingthatmakestheproductorservicedesirable.Theyhavetobeableto
understandtheproblemthattheyaretryingtosolve.
Techniquessuchassurveysandfocus
groupscanbeveryhelpfulintermsofmaximizingthepublicopinionofyourproduct,thisbeing
especiallytrueifyouarepartofadifferentsocialclassthanyourmaintargetdemographic.

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Problemscannotallbesolvedinonesimplestep,ittakescarefuldesigntoaccomplishthegoals
ofthecompany.

Insummary,empathy,designandentrepreneurshiparealltiedtogether.Foran
entrepreneurtobesuccessful,theyneedtohaveempathyanddesignskills.Onemaybethe
bestdesignerintheentireworld,butwithoutempathy,theywillneverunderstandwhattheir
targetaudiencewants.Orontheoppositeside,onecanunderstandpeopleextremelywell,but
iftheyhavenoideahowtodesignaproductbasedonwhattheyknowaboutpeople,that
individualisaunsuccessfulentrepreneur.Thebondthatthesethreeconceptshaveisclose,but
itisnotoverlycomplex.

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4.0Mentorship
CARgoNETco.believedthatitwouldbebeneficial
toconsultwithalocalexpertinthefieldinordertogaina
perspectiveonourindustryandproductdesign.Since
thereisnomajorcompanythatsticksoutasaleaderin
thecaraccessoryindustry,weturnedtotheconstruction
technologyteacheratPomperaugHighSchool,James
Knapp.Wehopedthatnotonlyhisexperiencewithcars,
buthisownentrepreneurshippastwouldgiveour
companyacompetitiveedge.

JamesKnapphasownedthreecorporations
throughouthislifeandhasbeenselfemployedmany
timestosupplementhisprimaryincome.Hisbusinesses
haveallbeenrelatedtographicartsconverting/printing,convertingmachinerydesign,
fabrication,sales,service,importingandexporting,trainingandinstallation.Hecurrently
teachesTransportationTechnologyatPomperaugHighSchool,whichincludesthefieldofauto
transportation.Hehasbeenheavilyinvolvedintheautomobileindustrysincetheageof
fourteen,hasbuiltandracedvariouscars,andhasbeenemployedatvarioustimesinauto
bodyandrepairshops,aswellasracecarfabricationfacilities.

Throughmultipleconversations,wewereabletoconsultMr.Knappabouthowwecan
notonlybetterourbusiness,butmakeourproductthebestitcouldbe.Wediscussedourideas
withhimattheverystartofCARgoNETco.andhegaveusimportantfeedbackaboutthe
industryinwhichwewereentering.Hesuggestedthatweusethefactthatwehaveasmall
amountofoverseascompetitorstoouradvantage.Inthis,hethoughtitwouldbebestforusto
advertisethatourproductismuchmoreeasilyaccessibleandthatourdesigntrumpsthe
competition.HealsometwithourResearchandDevelopmentteamafewtimesthroughout

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theprocessanddiscussedhisideasonhowwecanmaketheCARgoNETlookandfunctionas
wellaspossibleforourcustomers.

Toconclude,ourmentorshipwithJamesKnapphasbeenverybeneficialto
CARgoNETco.Byhavingsomeonewhohasexperienceinboththeentrepreneurshipworldand
intheindustryweareentering,ourcompanyhasimprovedgreatly.Mr.Knapphasgivenour
businesskeytipsthatweweresuretoincludeinourfinalplan.Weappreciatealloftheadvice
andguidancehehasshowedusthroughouttheyear.

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5.0SituationAnalysis
5.1SWOTAnalysis
Strengths
Easysetuponthecarseatandremovalprocess.
Cheapandaffordable.
Largetargetmarketthatourproductappliestoo.
Targetmarketlesslimitedthanproductsaffiliatedwithspecificcompaniessuch
asChevrolet/Kiastoragenets.
Coversalargeamountofspaceforoneunit.
Flatsurfaceareaavailableinordertoholdlargerobjects.
Productisdurableandwilllastforalongtime.
Promotesthesafetyofourcustomerswhiledriving.
Easesthemindofdriversaboutobjectsinthefrontseat.
Preventsdistracteddriving.
Targetmarketisalwaysprevalentbecausetherearenewdriverseveryyear.
Weaknesses
Similarproductsdoexistonthemarket,althoughnotintheexactformofthe
CARgoNET.
Wedonothaveourplaceinthemarketyetsinceweareanew,smallbusiness.
Productsalreadyaffiliatedwithcompanies,suchastheChevroletandKianets,
alreadyhaveamuchmorestablecustomerbase.
Opportunities
CARgoNETco.givesusauniqueopportunitytopreventdistracteddriving.
AgreementwithcarmanufacturerstohaveCARgoNetincludedinallnewmodels
ofcars.
Expandingproducttootherpartsofthecar.
Offersalldriversanempatheticsolutiontoacommonplaceproblem.
Threats

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SimilarproductsdesignedbyChevroletandKiaoffercompetitiveproductstoour
customerbase.
Financialsituationwewillneedinvestorstobeginourbusiness.

5.2PESTAnalysis
Political
Distracteddrivingisaprevalentissuetoday,andCARgoNETco.scampaign
againstthatcangarnersupportfromvariouscompaniesand/ororganizations.
By2020,99.0%ofvehiclesaregoingtohaveautomaticbrakingsystemsbe
requiredincarsandtrucks,therebyincreasingthedemandforourproduct.
Economical
Ourproductwillbeaffordableinordertobeabletoreachthesupportofalarge
potentialconsumermarket.
Ourstartupwillrequireustohirealargenumberofnewemployeestonotonly
runourbusiness,butalsotokeepupwiththedemandinthemanufacturing
process.
Thiswillassistothercaraccessorycompaniesbecausepeoplemaypurchase
otherthingsfortheircarafterbuyingourproduct.CARgoNETco.willallowfor
moreaccessoriesanditemsincarsduetothedecreasedpossibilityofitems
fallingtotheground.
Socio/Cultural
Ourempathybasedproductshowsthatweareconcernedaboutminimizingthe
amountofdistracteddrivingaccidentsduetoobjectsfallingoffthefrontseat.
Ourproductisflexibleinthatitwillnotinhibitanypersonthatdesirestositin
thepassengerseat.
TheU.S.targetmarketiswideopenforourtypeofempathybasedproduct.
Technological
OneofourfuturegoalsistocreatethetechnologytoensurethattheCARgoNET
willfittoalltypesofmotorvehiclepassengerseats.

16

Ourbusinessisanonlinebusiness;therefore,purchasinganddistributionwillbe
simple.
Wewillbeabletoadvertisethroughonlinesources,commercials,radio,
magazines,andonourmultiplesocialmediaaccounts.

17

6.0MarketingPlan
6.1CompetitiveAnalysis
Thecaraccessoryindustryisbroadandrapidlygrowing,asevidencedbyareportdone
byvariouscompaniesaffiliatedwithautomotivesales.IntheUnitedStatesduring2003there
wereapproximately225,882,103vehiclesoperatingwitha2.0%averageannualgrowthratein
theautomotiveaccessorymarket.Thisprovidesuswiththeclarificationthatourconsumer
industryisextensiveandevergrowing.Therewillbeaconsistentdemandforthisproductas
moreandmorepeoplebecomedriversovertime.
Thisalsoprovestousthatourproductis
empathetic,sinceamajorityofdrivershavehadnegativeconsequencesduetostopshort
experiences.
Wehavethreemajorcompetitors,andallthreeofwhicharelocatedintheUnited
Kingdom.Theyareasfollows:

1. VauxhallFrontPassengerSeatNet
2. ChevroletFrontPassengerSeatStorageNet
3. KiaAccessoryPassengerSeatStorageNet

Weneedtobecognizantofthefactthattheyhavealreadyestablishedaclientbasein
thecaraccessoryindustry.Theyhavestrongnetworksfortheirbusinessesthatweneedto
matchinordertogiveourcompanyanupperhand.Thesecompaniesarealllocatedoutside
theUnitedStates,givingAmericanslittleaccesstopurchasingacargonetfortheirpassenger
seat.Inadditiontothis,noneofthesemanufacturershavedesignedaproducttoaccommodate
amultitudeofdifferentsizedcargo.

TheVauxhallFrontpassengerseatnetisanetthatattachestothepassengerseat.One
majorstrengthofthiscompanyisthattheyofferfreeshippingandwilldeliverthenetwithin
23daystotheircustomersintheUnitedKingdom.Anotherconsiderablestrengthofthis
productisthatitiseasytoinstallandremove,anditisadjustabletoanycarpassengerseat.
However,alargeweaknessoftheproductisthatbecauseofitsdesign,itisunabletostoreand

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secureanyobjectontheactualseatofthecarsuchascupcakes,birthdaygiftsetc.At33.00

,or
$47.00,itisalsomoreexpensivethansimilarproductsinthemarket.

AnotherclosecompetitoristheChevroletFrontPassengerseatstoragenet.One
weaknesswiththisproductisthatitisonlydesignedtofitChevroletpassengerseats,meaning,
thatiftheconsumerdoesnothaveaChevroletcar,theycannotusetheproduct.Also,thenet
canonlyholdthingsverticallyupagainsttheseatback.Astrengthtothisproductisthatthe
netisdesignedtoblendinwiththeseatswhennotinuse.Itisveryflexibleandisinthedrivers
reach.Inadditiontothis,thisnetisaffordableat21

,or$30.00.

OurfinalcompetitoristheKiaAccessorypassengernet.OnestrongaspectoftheKia
Passengernetisthatitiseasyandflexibletoattach.Thebottomofthenetrestsontheseat
andwillbeabletoholdmoreitems.However,withthatbeingsaid,itis40

,or$57.00,whichis
themostexpensiveproductoutofallofourcompetitors.

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COMPAREANDCONTRAST
CARgoNET

VauxhallNet

ChevroletNet

KiaNet

Easytouse

Limiteduse

Limiteduse

Largerthansimilar
products

Easyto

Minimalistic,

Minimalistic,

Difficultto

install/remove

unobtrusivedesign

unobtrusivedesign

install/remove

Largeamountof

Limitedspace

Smallcapacity

Smallcapacity

Substantialflat

Noflexibilityto

Limitedholdingarea

Limitedholdingarea

surfacearea

handledifferentsize

availablefor

objects

space

delicate/larger
objects
Affordable

Higherpriced

Affordable

Affordable

Largetargetmarket

Availableonly

Availabletoonly

AvailabletoonlyKia

Availabletoall

overseas

Chevroletowners

owners

Promotessafetyand

Promotes

Promotes

Promotes

convenience

convenience

convenience

convenience

Protectslargeand

Protectssmallitems

Protectssmallitems

Protectssmallitems

driversintheUnited
States

smallitems

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6.2MarketingTrendsandSurveys
TheCARgoNETco.companyhasdoneanextensiveamountof
researchintoanyandalleconomicaspectsofourcompanyand
product.Intermsofmarketshare,wehavethecapacitytocontrolthe
entireUnitedStatesmarket,asallcompetitorsarebasedandtargeted
overseas.Thereare3majorcompetingcompanies;Vauxhall,Kia,and
Chevrolet,soglobally,wecanown25.0%ofthemarket.

Lookingattheactualmarketitself,thereistremendousdemandfor
ourproduct.Weconductedsurveysofpeopleinandaroundthesurrounding
areas,andtheyrevealedthat89.8%ofstudentsandstaffatPomperaugHigh
Schoolstoreitemsintheirfrontseatwhiledriving.Perhapsevenmore
importantly,70.8%ofpeopleexpressedthattheywoulduseaproductto
preventthisproblem.

Ourcompanyconductedafocusgroupof13adults.Afocusgroupiscrucialtoour
companyssuccessbecauseofthequalitativeresearchaspects.First,wedescribedourproduct
totheadultsinourfocusgroup.Weaskedthemthefollowingquestions:

1.WhatistheCARgoNET'sbiggeststrength?
2.WhatistheCARgoNET'sbiggestweakness?
3.WhatwouldyouchangeabouttheCARgoNET?
4.WouldyoubuytheCARgoNET?
5.WouldyouusetheCARgoNEToften?
6.Woulditbeaproductthatyouwouldseeyourselfsuggestingtoafriendtopurchase?
7.Canyoudescribeyourvisionofthedesignoftheproduct?

Fromthesequestions,wewereabletolearnthatourproblemisveryrelevantin
society.Whenaskediftheyexperiencetheissueofitemsfallingtotheflooroftheirpassenger

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seats,everysingleoneofthemsaidtheyexperiencetheissue.Twelveoutofthethirteen
adultssaidthattheiritemsfallingtotheseatofthefloorisadistractionwhiletheyaredriving,
especiallywhenmakingalongcommutetowork.Wewerealsoabletolearnthatourproduct
isdesirable.OnefocusgroupmembersaidYesIwouldbuytheCARgoNETbecauseitisaneasy
fixtoaproblemthathappensonaregularbasistome,anditdoesnotrequiredifficultsetup.
WefeltthatitiswasimportanttoasktheweaknessesoftheCARgoNETsowecouldfixany
problems.Amembernotedthataweaknessisthatitsoundslikeaproductthatrequire
peopletosetitup,andalotofpeopledonotwanttospendthetimedoingthat,theyjustwant
togetinthecarandgo!Fromthiscommentwewereabletomakesurethatourproductwas
aseasytosetupaspossibletoavoidthishassleforourcustomers.Also,sinceourresearchand
developmentteamwasintheprocessofcreatingourproduct,weaskedourmemberstogive
theirvisionoftheproductsothatwecanmirrortheirvisionsinourdesigncreation.Wewere
verypleasedwithhowdetailedourmembersansweredthisquestion.Oneanswerwegotwas
Encasestheentireseat.Latchesontothebottomandaroundtheheadrest.Whennotusing
it,youcanunhookeitherthebottomorthetopanddropittothefloorbehindorinthefront
seat.Or,youcantakeitcompletelyoffandkeepitinyourtrunkorbackseat.Weusedtheir
insighttomakethefinaldesignofourproduct.Wewereverypleasedwithourresultsfromthe
focusgroup.

Notonlyisthetargetmarketwideandthedemandhigh,themarketistrending
upwards,andthepoolofpotentialcustomersisneverending.Everydaynewadvancesin
technologyaremade,andcarshavebecomeanincreasinglyintegralpartofdailylife.New
driversarelicensedeveryday,andbecauseofthese,theamountofpeoplestoringitemson
theirfrontseatisalwayssteadyorincreasing.Infact,from2010to2018,theonlinesalesof
newautopartsandaccessories,thereisaprojected316.0%growth.AsanEcommerce
business,wealsohavetheadvantageofsellingourproductanytimeandanywhere.Ouronline
storeistheprimaryplatformtoselltheCARgoNET,andthatgivesboththecompanyandthe
customermanyoptionsintheprocessofpurchasingourproduct.Intermsofthefuture,allof
thisgivesourcompanyanextraordinaryopportunityforgrowthaswemoveforward.Asstated

22

earlier,wehavelittletonocompetitionintheUnitedStates,givingusavaluableandunique
opportunitytoexpandCARgoNETco.tonewheights.

Onemajorobstaclewefaceintermsofexpandingourconsumerbaseisaninitiallackof
capital.WemustbeabletoadvertiseandpromoteCARgoNETco.inveryinexpensiveways,and
wehavedone,andcontinuetodothisinwaysincludingpens,keychains,andotherhandouts,
aswellasastrongandexcitingsocialmediacampaign.TheStudentInnovationExpoisan
outstandingplatformforthepromotionandspreadofourproductideas,andourgoalsinclude
winningthisExpo,whichwouldprovidemuchneededvalidationandcredibilitytoourproduct.
Initiativeslikethisandtheeffectivenessofourproductwillcauseanincreaseofcustomers
throughwordofmouthandstrongbusinesspractices.Thiswillallowustoslowlyaccumulate
fundsandbegintoexpandinevengreaterways.

Anotherobstaclefacedisthefactthatwemustdifferentiateourproduct,seeingaswe
lackthebignamepowerthatourcompetitorsKiaandChevrolethave.Wemustremain
innovativeandforwardthinkinginordertoprovideourcustomerswiththemostempathetic
andeffectivesolutionstoanyandallproblemsthattheymighthave.Ourgoalistoconsistently
remainatthetopofthefieldintermsofcustomersatisfaction.

Themostimportantfeatureofourproductisitsincredibleversatilityinsecuringitems
ofallshapesandsizes.Fromabackpack,toalaptop,tocupcakes,theCARgoNETiseffectivein
keepingyourbelongingsoffthefloor.Notonlythat,theproducthasextremelyimportantsocial
implications,astheepidemicofdistracteddrivingcontinuestotakelives.Theproductkeeps
phonesoutofyourhands,keepsitemsofthefloor,andkeepsyourfocusontheroad.

6.3TargetMarket
CARgoNETcohasaverylargeandeveryexpandingtargetmarket.Theindustrythatwe
areenteringisvast,asthereareover253millioncarsontheroadeverydayintheUnited
States.Withthisweareabletoaccessawidecustomerbase.Ourproductisnondiscriminatory

23

towardsanyparticulardemographic.Ourproductisgoingtobeonlinefor$24.99whichis
affordableforanyandallsocialclasses.Whenweexpandourproducttodifferingshapesand
sizes,weplantosellthemforapproximately$29.99.Wewanttomakeourproductdesirableto
allagesandgenders.

Withnewdriversgettingontheroadeachyear,ourtargetmarketwillneverreacha
maximum.Aslongassixteenyearoldsaregettingtheirowncars,wehavepeopletosellto.We
realizethatthepeoplemostlikelytopurchaseourproductarebusyworkingmoms,ormothers
withkidsthathavealotgoingon.Thisisverybeneficialtoourcompanybecausemothers
usuallyhaveastrongnetworkwithothermomsintheircommunity.Theywillbemorelikelyto
spreadtheirsupportofourproduct,thereforegettingthewordoutmore.Inaddition,parents
areveryconcernedwhentheirkidsfirstgettheirlicense,andsincethisproductisgoingtohelp
withdistracteddriving,theywillbemorelikelytoinsistthattheirchildrenusetheCARgoNET.

24

7.0WebPlanSummary
7.1WebDevelopmentRequirements
CARgoNETco.hasdevelopedanddesignedawebsitethatallowsustoeffectivelyadver
andsellourproduct,aswellasfosterapositivecustomerrelationshipwithourcompany.
Websitecontentincludes:
AboutUs
ContactUs
TeamLeaderDescriptions
OnlineStore
BusinessPlan

7.2UserInterface
CARgoNETco.hasawiderangeofcustomers,meaningthatourwebsitemustbe
professional,easytouse,andappealingtopeopleofallwalksoflife.Thewebsiteis
aestheticallypleasing,easytonavigate,andhasdirectlinkstooursocialmediapresence.
Informationaboutourproductandtheprocessbehinditscreation,aswellasdirectchannelsto
contactusareavailable.Theblogallowsconsumerstofullyunderstandourprogressand
developamoreinterconnectedrelationshipwiththecompany,settingthestageforrepeat
customers.

7.3WebMarketingStrategy
AsanECommercebusiness,ourmarketingcampaignatCARgoNETco.reliesheavilyon
anonlinepresence.ActiveandengagingTwitterandInstagramaccountsdrawcustomersinand
keeppeopleuptodatewiththelatestcompanynews.

AYoutubechanneloffersauniquemarketingoutlet.Asstatedearlier,ourtargetmarket
istremendouslylarge,meaningthatoursocialmediaandonlinepresenceiseasyto
understand,appealingandinoffensivetoalldemographics,andaneffectivetoolinthe
attractionofpossiblecustomers.

25

8.0OperationalPlan
8.1Production
Throughalongandthoughtoutprocessoftrialanderror,ourresearchand
developmentteamwasabletoconstructafinalconcept/prototypewhichishopefullyourfinal
designfortheCARgoNET.Wehavemadeourproductthesafestwaytoeasilytransportallcarry
onitemsinacarbysecurelystrappingitinviaacargonetthatcaneasilybestrappedonand
takenoffofachair.

8.2QualityandInventoryControl
Wewillstartwithanapproximateinventoryof500CARgoNETsaswetestthe
proverbialwatersofdemand.Aslargerorderscomein,wewillincreaseourinventoryto
ensureandmaintainasteadysupplyatalltimes.Thiswillnotonlyhelpusefficientlysend
producttobuyers,butwillalsopreventhavinganoversupplyofinventory.Ourfinancialteam
analystswilldeterminehighpointsinouryearlysales,andwewillthenadjustourinventoryto
fitthesenumbers.

8.3LocationandFacilities
ThelocationofourebusinesswasstrategicallyplacedatPomperaugHighSchool
utilizingtheconvenienceofhavingaUnitedStatesPostalOffice,aUPSStore,andaBusiness
andShippingCenterallin
Southbury.Thisplaceofbusinessis
rightoffanexitofamajorhighway,
whichiseasilyaccessibleand
convenientforouremployees.In
termsofparkingatourlocation,
thereismorethanenoughspace
forouremployees.PomperaugHigh
Schoolistheideallocationbecause
oftheamountofinteriorspace

26

availabletouseatalltimes.Thisincludesanabundanceofofficespace,conferenceroomsand
accesstocomputers/technologyrequiredtorunouronlinecompanyefficientlyandeffectively.

Ourcompetitionismainlylocatedoverseasaspartofcarmanufacturingcompanies.For
oursituationitisadvantageousforourcompetitiontobefurtheraway.Itwilltakeawayfrom
theirbusinessandpulltheircustomerstowardusbecausewewouldnothavethehassleof
tryingtoshipabroad.Ourproductwillbeavailabletothecustomersmuchfasterandinamore
efficientmannerthananyofourcompetitors.

27

9.0LegalEnvironment
9.1Permits
Thesaleofdigitalinformation,clothing,orhandcrafteditems(madeintheUSA)doesn't
requireaspecialbusinesslicense.Rather,thebusinesslicensingrequiredforanonlineretail
businessisnotsubstantiallydifferentthanthatofastorefrontbusiness:Weneedtoestablish
ourselvesasabusinessentityinourstate,wewillwanttoregisterwithourstatetocollectand
remitsalestaxonanysalesthatwemakeinourstate.Ifwewillbeholdingsubstantial
inventory,wewillalsowanttocheckourleaseordeed/zoningcodestoseeifthereareany
prohibitions.

9.2Health,WorkplaceandEnvironmentalRegulations
TherearemanyhealthandworkplaceregulationsenforcedbytheUSGovernmentand
weaimtomaketheworkplaceonethatprotectsthehealthandwellbeingoftheemployees
whilekeepingwithintheboundsoftheregulations.Ourcompany'smissionistoempathetically
solvearealworldproblemwhichwewillworktomakeevidentthroughallofourproduction
andsales.

9.3Insurance
Consideringthefactthatourcompanyisjustastartupandthesizeisnotlarge,our
insurancecostsaremuchlowerthanweexpectforthemtobeinthefuture.Therearemany
differentoptionsfortypesofinsurancethatcoverawiderangeofrisksintheworkplace.The
pricedependsuponourneedfortheinsurance,andhowmuchriskemployeesmaybeindueto
theworkingenvironment.

9.4TrademarksandCopyrights
WehaveappliedforapatentandarecurrentlywaitingaresponsefromtheUnited
StatesPatentandTrademarkOffice(USPTO).

28

10.0ManagementandOrganization
10.1Organization
CARgoNETco.sorganizationalstructureisuniqueandisdesignedtoserveour
companysneeds.WeareprimarilyrunbyaPresidentandVicePresident,eachwhooversees
everydepartmentinthecompany.TheResearchandDevelopmentdepartmentfeeds
informationtoeverygroup,especiallytotheBusinessPlandepartment.Thetwogroups
collaboratetodeterminewhatinformationwillbeusedinthebusinessplan.Theothergroups
includeWebDesign,AccountingandFinance,SocialMediaForum,Presentation,Marketing,
andBooth.Eachgrouphasadirectorwhohelpsassignemployeestovariousprojectsand
reportsprogresstothePresident.Leadersalsocollaboratewithothergroupsinordertokeep
ourcompanyinbalance.

10.2Personnel
Eachnewemployeewillbethoroughlytrainedandtestedpriortoworkingfulltimeat
CARgoNETco.Anyoneisabletoapply,butajobisonlygivenifheorshehastheproper
prerequisitesfortheposition.Onepartoftheapplicationprocessisaninterview.Weusethis
todetermineifthepotentialemployeetrulyvaluesourcompanysbalanceandcontrol.Itis
alsovitalthatouremployeeshavetheabilitytoworkinacollaborativeenvironment.Theymust
followourcodeofconductandeffectivelyexpressourgoalsandobjectivesthroughoutall
projects.Adetailedworkscheduleispreparedattheendofeachweekforthefollowingweek
toshowemployeeswhattheirweeklyassignmentsareandwhentheyaredue.Allemployees
receiveacopyofthisscheduletoensureefficiency,organizationandcontinuityofoperations.

10.3JobDescriptions/TeamDirectors

PRESIDENT
JobDescription
ThePresidentofCARgoNETco.
isexpectedtooverseetheirstaffof
teamdirectorsandcreateanagenda
fortheweek.Heorshehastokeep
teamsontaskaswellasoffer

29

assistanceandguidancethroughouttheprocess.Anidealcandidateforthispositionhasa
varietyofleadershipqualitiesthatallowforeffectivedelegation.ThePresidentshouldalso
haveexperienceintheworldofbusinessandleadershipthatwillpermithimorhertoprovide
directionandguidancetocompanyemployees.Oneofthemostimportantdutiesthatthe
PresidenthasistocreatealinkbetweentheCEOandeachdepartmentbyholdingconferences
andvoicingconcernsofeachcompanymember.

RyannCollette
RyannisveryqualifiedforthispositionassheistheVicePresidentoftheFuture
BusinessLeadersofAmericaClub.Thegoalofthisorganizationistogivebacktothecommunity
throughserviceprojectswhilegainingcommunicationskillsandlearningaboutthebusiness
world.RyannsexemplaryperformancesinherMarketingandAccountingclassesgiveherthe
versatilitytofocusonanyteamandtheirspecificissues.HeryearsasanHonorsEnglishstudent
providesherwithanedgewithherparticipationinthebusinessplanassembly.Ryannsplans
forthefutureincludegoingtoWesternNewEnglandUniversityforsixyears,graduatingwith
herDoctorateinPharmacy,andreceivingherMastersDegreeinBusinessAdministrationthe
yearafter.

VICEPRESIDENT
JobSummary
TheVicePresidentof
CARgoNETco.isresponsiblefor
collaboratingwiththePresidentto
delegateassignmentsamongstthe
teamleaders.Thispositionalso
requiresonetoevaluatethe
performanceofthe
aforementionedleadersandwork
closelywiththePresidentand
leaderstosetastrategiccourseof
actionforthecompanyand
ensurethatsaidplaniscarriedoutinthemostefficientandeffectivewaypossible.

TessGriffin
TessisasenioratPomperaugHighSchool.Sheismorethanqualifiedforthisposition.
ShehastakenEconomics,MarketingandBio21(throughtheacademy)throughoutherhigh
schoolcareer.SheiswellroundedinmanyexpertiseincludingBusiness,publicspeakingand
hasmanyleadershiproleswithinthePHScommunity.TessistheVicePresidentofherschools

30

interactclub,thetechnologycoordinatoroftheStudentGovernmentandalsohasskillswith
writingassheisthecoeditorofthePawprint,theschoolnewspaper.Tesshasbeenamember
oftheNationalHonorSocietyandaLinkCreworientationleaderfortwoyears.Outsideof
school,Tessenjoysplayingfieldhockey,basketballandlacrossewithherfriendsandspending
timewithherfamily.NextyearTessplanstostudyIndustrialPsychologyatFairfieldUniversity.
SheenjoysworkingonthisteamandislookingforwardtotheExpo!

DIRECTOROFBUSINESSPLAN
JobDescription
TheDirectoroftheBusiness
PlanforCARgoNETco.shouldbe
abletodevelopathoroughand
concisedocumentpresentingthe
companysinformationincludingits
background,goalsandfunctions.
Thebusinessplanshouldbeclear
andpresentedinawaytoensure
thatourmission,ourproductand
competitiveadvantagesareeasyto
followforpotentialinvestorsand
customers.TheDirectoris
responsibleforbalancingthematerialbetweeneachdepartmentandmakingsurethatall
informationisdisplayed.

MalloryBlais
MalloryisqualifiedforthisjobduetohereducationfromPomperaugHighSchool.In
hermarketingcourse,shelearnedhowtowriteprofessionallyandcommunicatewithother
companies.AlsoinherECommerceandEntrepreneurshipclass,shegainedtheskillsto
problemsolveinthebusinessworld.Shehasdevelopedavastknowledgeofhowtoclearly
displayinformation.MalloryhasalsobeeninHonorsEnglishcoursesthroughouthighschool
andwritesinasophisticatedmanner.Sheisahardworkerandknowshowtodelegatetasks
accordingtopeoplesstrengths.Nextyear,MalloryknowsshewillbestudyingMarketing;
however,herchoiceofcollegeis
undecided.

DIRECTOROFSOCIALMEDIA
JobDescription

31

TheDirectorofSocialMediaforCARgoNETco.Isresponsiblefortakingrecordingsofall
importantmeetingsandupdatingoursocialmediaaccountsonaweeklybasis,allowingany
customersandinvestorstostayuptodateonwhatishappeningwithourcompany.Theyallow
insighttoourbusinessinamorevisualwayinsteadofsimplyreadingitoffapage.Onadaily
basis,hepostsonTwitter,Instagram,YoutubeandLaunchpad.

OwenBartolotta
OwenisasenioratPomperaugHighSchool.HehastakenEconomicsandMarketing
classesthroughouthisfouryearsasastudent.Hehaslearnedagreatdealaboutbusinessand
productdevelopment.Hehasanextensivehistoryofworkingforalocalskishopinthewinter
sellingapparel,skis,snowboardsandrepresentingourcompanyatshowcasesandshows.Inthe
summer,hechangesovertoapoolandspastore,whilesellingpatiofurniture,hottubsand
everythinginbetween.Heisaverypersonal,outspokenandenergeticguywhobringsalotto
thetableforCARgoNETco.

DIRECTOROFRESEARCHANDDEVELOPMENT
JobDescription
TheDirectorofResearchandDevelopmentatCARgoNETco.Isresponsibleforgathering
allinformationthatourcompanyneedsinordertomoveforwardinthedevelopmentofour
business.Whoeverisplacedinthispositionisheldaccountableforaresearchteamwhowill
gatherinformationforproductdevelopment,aswellascollaboratethatinformationwiththe
otherteamsandthePresidenttoassistinthecraftingofawellcitedbusiness.

JakeNiedziela
JakeisasenioratPomperaugHighSchool.HeisenrolledintheECommerceprogram,
whereheisabletoleadtheprocessofdevelopingafunctionalproduct.Hisleadershipskills
helphimtonotonlycompletethistask,butexcelatit.Hehastheability,andpatience,for
conductingvaluedresearch.Outsidefromschool,heisanathleteandanoutdoorsman.Healso
enjoyslisteningtoavarietyofmusic,whichheplaysatCARgoNETco.tohelpkeepour
employeesactiveandinhighspirits.

DIRECTOROFWEBDESIGN
JobDescription
AstheWebDesignerofCARgoNETco.,oneisheldaccountableforthetechnological
growthofthecompany,includingwebbasedcommunicationandfinalwebsitecreationand
maintenance.Itisimperativethatthewebsitefocusjustasstronglyontheintegrityofour
company,aswellastheintegrityofourproduct.TheWebDesigneralsoservesasthe

32

TechnologyDirectorwhocreatesaninvitingwebmarketingstrategytohelpdrawinnew
customers.

JoshBritton
JoshistheidealWebDesignerforCARgoNETco.Hisexperiencehasencompassedyears
withtechnologyexpertiseandworkasanhonorsstudent.Heholdsjobsoutsideofschoolthan
involveresponsibility,leadership,supervisionandentertainment.Histwofavoriteinterestsare
inmusicandcomputerconstruction.Heisanincredibleassettothecompanyasawholeand
haspasseddownknowledgeoncreatingdistinct,eyecatchingwebsitedesignstoour
ECommerceEntrepreneurshipTeam.

DIRECTOROFACCOUNTINGANDFINANCE
JobDescription
ItistheresponsibilityoftheDirectorofAccountingandFinancetoleadhisorherteam
inpreparingfinancialreportsforthecompany.Thisindividualwillworkeffectivelywiththe
membersofthefinancialteam,aswellaswiththeotherDirectorsandthePresidentof
CARgoNETco.tocompletethefinancialreportsforthebusinessplan.TheAccountingand
FinanceDirectorisrequiredtoproduceaStartUpCostStatement,BalanceSheet,
Revenue/Expenditure3year,BreakEvenAnalysis,CashFlowAnalysisandstatementofthe
monthlyexpenses.

DougSchmiedel
DougisasenioratPomperaugHighSchoolwithabackgroundcompletewithmany
businessaspects.HehasexcelledinAccounting,MarketingandEconomics,whichhasledhim
topursueacareerinbusinessspecializinginAccounting.Doughasgreatleadershipskillsandis
alwaysmotivated.Duringhissenioryear,hewaselectedtobeacaptainofthefootballteam.
Healsoparticipatedinactivities,suchasLinkCrewandStudentGovernment,throughouthis
highschoolcareer.

DIRECTOROFMARKETING
JobDescription
TheDirectorofMarketingatCARgoNETco.leadsoneofthelargestgroupsinthe
companyandmustbeabletomultitask,aswellasworkwellunderpressure.Some
responsibilitiesoftheMarketingDirectorincludeassigningandmonitoringtheteamsworkload
forthebusiness,providingthePresidentwiththereportsofperformanceandalsoaddressing
theissuesthatneedtobecorrected.Thejobrequiresheorshetorespondtotheneedsofthe
customersandtoworktoimprovetheappealingaspectsofourproduct.Thisindividual
coordinatesplansfromstarttofinish,tomakesuretheyworkandtoadjusttheplantomeet

33

thefinancialrestrictions.Communicationiskeyformakingsurethatalltoolsareinplaceand
thatevaluationsareacceptable.

RileyShay
Rileybringsawidearrayofexperiencestoleadhistime.Rileyisextremelypersonable
andhasincrediblecommunicationskills.Thesestrongskillsenablehimtokeepthegroup
organizedandontask.Heisapproachableandreceptivetoallideasthathisteambringstohim.
Rileydemonstratesextremededicationtohiswork,bybeingavailablebothinsideandoutside
theclass.HishighlevelofbusinessbackgroundconsistsofEconomics,Marketing,ECommerce
EntrepreneurshipandAccounting.RileyisacaptainofPomperaugHighSchoolsswimteam,a
teamthatisnationallyrankedtopfiveeveryyear.Heistrulycommittedtoeverythingheis
assignedto.Nextyear,heplansonstudyingFinanceincollege.

DIRECTOROFEXHIBITIONBOOTH
JobDescription
TheDirectorofExhibitionBoothisinchargeofimplementingtheboothplansforthe
EXPOandcreatesaninteractiveandexcitingpresentationforanyonewhovisitsthebooth.The
BoothDirectorisresponsibleforaccuratelymarketingCARgoNETco.andtheCARgoNET,while
accountingforthefactthatweareabusinesstobusinessenterprise.Thisindividualhasto
workcloselywiththeFinanceandAccounting,Marketing,andResearchandDevelopment
teamsconcerningbudgetsandimportantinformationabouttheproduct.

CarlMarshall
CarlisoneofthemostenthusiasticmembersofourECommerceteam.Hebringsa
uniqueatmospheretotheboothgroup,asaresultofhisoutgoingpersonalityandexceptional
organizationalskills.Heisgreatatworkingwithothersandproblemsolvesdaily.Hewelcomes
diverseideasanddelegatesoptions.CarlparticipatedinConnecticutStudentInnovationExpo
in2014,whereisteamwonsecondplaceandcameinfirstintheResponsibleDesign
category.Thispastyear,hewasacaptainoftheboysoutdoortrackandfieldteam,aswellasa
memberoftheboysindoortrackteam.Carlisinvolvedinsixschoolclubsandhasanextensive
listofvolunteerwork.

LEADPRESENTER
JobDescription
TheLeadPresenterofCARgoNETco.s2016Expoplaysacriticalroleinthesuccessofa
company.ItistheresponsibilityoftheLeadPresentertolearnanythingandeverythingabout
theinsandoutsofthecompanysothatwhenthetimecomestofinallypresenttheproduct,
thisindividualwillbeprepared.ItisalsotheresponsibilityoftheLeadPresentertobrainstorm,

34

write,detail,practiceandmasteraprofessionalspeechatthehighestqualitythatwillbe
presentedtoapanelofjudgesattheInnovationExpo.Thisspeechcanalsobeknownasthe
formalpitchforCARgoNETco.,andisarguablythemostimportantcomponentforasuccessful
endeavor.TheLeadPresentermustalsobepreparedtoanswerallquestionsmadebythe
judgesandtoprofessionallyrepresenttheentireCARgoNETco.team.

JadenBrodeur
JadentakesontheroleasLeadPresenteratCARgoNETco.withplentyofexperiencein
businessandpresentations.Hehasseveralcredentialsthatprovehimqualifiedforthis
position,someofwhichincludeactingastheVicePresidentoftheFutureBusinessLeadersof
Americaclub,thePresidentofthePB&Jclub,andthefounderandPresidentoftheKanJam
club.Jadenhascompletedaninternshipforageneralmanagementposition,aswellas
successfullycompletedabusinesscourseatNaugatuckValleyCommunityCollege.Duringthis
course,hewasrequiredtowriteandpresentaformalbusinessplaninfrontofhisclass.
FollowinghissenioryearatPomperaugHighSchool,hewillbeattendingtheUniversityof
Connecticuttostudybusinessmanagementandfinance.

10.4CrossFunctionalSupport
Selfmanagedteamsareorganizedaroundparticularprocesses,suchasimprovingour
productorprovidingcustomersupport.Teamsmadeupofpeoplewithdifferentspecializations
operatethebusiness.Eachindividualteamisempoweredtomaketheirowndecisions,
completetasksandcoordinatetheiractivitywithothergroups.Itisempowermentthat
reinforcesourCARgoNETco.sspiritandcontributestocompanyloyalty.
However,manypeoplearecrosstrainedforseveraltasksonmultipleteamsduetotheir
widerangeofexperiences.Theygiveourteamflexibilityandshowourdiversestrengths.Work
becomesmoreenjoyablebecauseofthechangingdynamicsofthejob.

Priortoassigningemployeestoagroup,eachpersonsubmittedarsumtoshowcase
theskillsandabilitiestheycanoffertoourcompany.Usingthese,uppermanagementplaced
eachapplicantintothegroup(s)thatwouldbestfitthem.Wewereabletobalanceour
employeesskillsefficientlyandoffercrossfunctionalsupportbecausemanyemployeeshave
variousassetsandexperiences.

35

10.5InvestinginHumanCapital
CollaborationwithinCARgoNETco.Iskeyinorderforustoprosperasacompany.Atthe
endofeach,groupleadershaveameetingandtoreportbackwiththeteamsprogressforthat
week.Theyanalyzeeachmemberseffort,performanceandattendance.Anyissuesare
confrontedandsolvedforincreasinglyefficientworkforthenextweek.Teamsmayalso
collaboratetogetonthesamepage.Thishelpsmakethecompanymoreorganizedandtohave
morestructure.

Everyemployeethatisabsentmusttelltheirgroupleader,whowillthenreporttothe
President,priortowhenwemeet.Teamleadersmustreportifanyabsencesbecomeanissue
forthetheirteam.

Eachmemberofthecompanyiscarefullygradedweeklybasedonwhatthey
accomplishedandhowmucheffortwasputintothecompany.Teamsmaymeetforteam
meetings,teamleadermeetingsoroneononemeetingswiththePresident.

Thisinvestmentintimekeepsthebusinessontrackandgiveseveryoneanideaofwhat
needstobedoneinthefollowingweeks.Thisallowseverygrouptobeonthesamepage,
alleviatingunnecessarychaosintheclassroomwhensomegroupsmaynotknowwhattowork
on.Wealsogiveonlyafewtasksatatimetoavoidemployeesbecomingoverwhelmed.

36

11.0FinancialPlan
11.1StartUpCosts
Item

Price/Per

Quantity

Banner

$110.00

$110.00

BusinessCards

$0.04

250

$10.00

Net

$35.00

Website

Pens

1+1free

TotalCost

$35.00

$19.95

$19.95

$1.12

100

$112.00

RentExpenses

$0.00

$0.00

PettyCashFund

$200.00

$200.00

OfficeFurniture

$0.00

$0.00

fees

$285.00

$285.00

Total

$771.95

BusinessLicense/legal

11.2BreakevenAnalysis

Variablecost

$12.99/unit

Fixedcost

$771.95

Expectedsales

2025units

Price

$24.99/unit

Totalrevenue

$50,604.75

Totalvariablecost

$26,304.75

37

Totalsalesequalstotalexpenses
Expenses
(Startupcosts+VariableCosts)
$27,076.70

1084 =

Sales
=

(Price)(Xunitssold)

(24.99/unit)(Xunits)
unitssold

11.3BalanceSheet

11.4ThreeYearProjection

Year1

Year2

Year3

UnitSales

2025

3050

4075

UnitSaleValue

$19.99

$20.59

$21.21

SaleRevenue

$40,479.75

$62,799.50

$86,430.00

UnitCost

$13.50

$13.91

$14.32

TotalUnitCost

$27,337.50

$42,425.50

$58,354.00

TotalprofitPre

$13,142.25

$20,374.00

$28,076.75

BusinessExpenses

$825.50

$850.25

$870.75

TotalProfit

$12,316.75

$19,523.75

$27,206.00

Expenses

38

11.5InvestorsPage
Ourstartingcoststobeginourbusinessisgoingtobe$771.95.Weareaskingforan
investmentof$1,500.00inexchangefor15.0%ofourcompany.Wearegoingtoputthese
fundstowardtheproductionandexpansionofourcompanyallowingustohavecapitalinour
emergencyfundsineverneeded,andmostimportantlyhavingmoneytospendtotriplethe
sizeofourbusiness.

39

12.0GrowthOpportunitiesandPotential
AtCARgoNETco.,weareexcitedandoptimisticforourfuture.Weseealotofroomfor
ourcompanytoexpandandwearetrulypassionateaboutthedevelopmentofourproduct.We
hopetoonedayseetheCARgoNETasafundamentalpartofeverycar,suchastheGPSand
bluetoothapplications.Startingoffsmallmaybehard,butweseeitasanadvantagetoour
company.Itallowsustohaveaclearmindandfocusonourpotential.

Wealsoseealargeamountofgrowthavailableinourmarket.Withlittletono
competitorswithintheUnitedStates,weknowthatourproductwillbeabletomakeahuge
mark.Basedonsurveysandfocusgroups,wecanconfidentlysaythatwewillhavesupport
fromcustomerswhocanallrelatetothisempatheticproblem.Wewillalsoensurethatwith
greatcustomerserviceandeffectivecommunication,wewillbeabletoadaptandchangeour
productbasedonourcustomersneeds.Inthenearfuture,wehopetobeabletochangethe
colorandmaterialofourproductinordertobemoreversatileandmatchtheinteriorofour
customerscars.WewanttheCARgoNETtohaveaseamlessdesignthatwillappealtoevery
driver.WeareoptimisticthatCARgoNETco.willbeasuccessfulsuccessfulcompanyandwillbe
creatingasuccessfulproductthatthefuturegenerationswillwantanduse.

40

13.0Appendix
13.1SurveyResults

13.2FocusGroupQuestions
1.WhatistheCARgoNET'sbiggeststrength?
2.WhatistheCARgoNET'sbiggestweakness?
3.WhatwouldyouchangeabouttheCARgoNET?
4.WouldyoubuytheCARgoNET?
5.WouldyouusetheCARgoNEToften?

41

6.Woulditbeaproductthatyouwouldseeyourselfsuggestingtoafriendtopurchase?
7.Canyoudescribeyourvisionofthedesignoftheproduct?

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AutomotiveMarketResearchMarketing
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"AutomotiveAfterMarketAccessories."
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"ChevroletFrontPassengerSeatStorageNet."
ChevroletAccessories
.Chevrolet.Web.02May
2016.

"ConnecticutDepartmentofRevenueServices."
ConnecticutDepartmentofRevenueServices
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"ConnecticutDepartmentofRevenueServices."
ConnecticutDepartmentofRevenueServices
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Connecticut.Web.02May2016.

"KiaCee'dAccessory(PreviousModel)."
KiaCee'd
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"UNITEDSTATESDEPARTMENTOFLABOR."
OSHALaw&Regulations
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Labor.Web.02May2016.

"VauxhallFrontPassengerSeatNet|OfficialVauxhallStore."
VauxhallFrontPassengerSeatNet|
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