A Feasibility Study for:

Kendra Wright | EMA 370

A. Opportunity/Need
More and more people are becoming aware of medical issues, such as Autistic Spectrum
Disorder, and are often looking for a way to contribute to these communities. People in todays
society are also always on the go and in a rush. This project allows the average person to give
back to the community without altering their life style or schedule. The spectrum planner is an
artistic, functional, and non-intrusive method to spread awareness about autism and also raise
funds for research and treatment. It will combine a functionality that is necessary in daily
activity with a positive effect on the community.
This project not only raises awareness and funds, but also showcases the talents of thought
affected by ASD. By showcasing these talents people will be more inspired to learn and give
back to communities that are around them.

B. Product or Service
The Spectrum Planner is a high quality weekly planner that features art produced by those who
have been diagnosed with an Autistic Spectrum Disorder on the front and back covers. There
will also be information about the artist, foundations, and research included in each planner to
assure that the community is aware of events in the ASD community.
The artwork for the covers will be obtained from artists participating in the Arts for Autism
Event hosted by Madison House Autism Foundation. Each artist that is featured on the cover
of Spectrum Planners will receive $1500, half of which will go to their personal medical
expenses, and the other half will be donated to a charity of their choice.
The covers will be made of laminated heavy weight paper, which will allow for better durably
than normal paper. The planners will cover a calendar year (12 moths), have a 2 page monthly

spread for each month, and a 2 page spread for each week. Each page will be made of heavy
weight text paper to ensure that ink from daily use does not bleed through. All of the pages will
be in color and following a theme that will be based on the cover art. The pages will be spirally
bound with a thick aluminum coil. The size of the planner will be 5x 9, this intermediate size
provides a balance between mobility and functionality. It allows enough space to write, but also
allows the owner to carry it with them easily.
The profits made from the planners will be donated to the Autism Research Foundation and
the research facilities and groups that are affiliated with this organization. The Autism
Research Foundation is a long standing organization that has dedicated itself to leading and
funding research for new and innovative treatments for ASD.

C. Target Market
Consumer Market:
1.
2.
3.
4.
5.

Males and Females ages 16 to 65

Students
Professionals
Individuals who prefer physical planners over electronic
Individuals who have an already established connection with the autistic community

Business Market:
1. Foundations, organizations, and corporations who have an already established connection
with the autistic community
2. Hospitals
3. Schools and Universities
4. Online Retailers

D. Unique Benefits
In todays society people are becoming busier than ever before, they are also becoming more
aware of medical issues that affect the youth born in recent generations. The Spectrum planner
allows people to organize their days, something they have to do, while also making an impact
on their local community. This planner will also have an aesthetic appeal that many affordable
planners lack. It will feature beautiful art and high quality paper to make the everyday
experience with this planner a pleasurable one.
To distribute this product to as many people as possible I will also be creating an online
ordering system, to reach more customers and keep up with the technical age that we live in.
This gives consumers more opportunities to obtain the product and more channels for my
product to be distributed through.

E. Competitive Advantage
1. Financial assets
Funded through various grants from foundations that support arts and progress in autism
awareness
Kickstarter that should provide most of the money needed for the start-up
2. Physical assets
Location: Charlotte has a large amount of pre-established foundations based on helping
the autistic community develop
3. Human assets
Connections to doctors and professionals within the autistic community that can only be
built over time
4. Intangible assets
Strong knowledge of the software and processes necessary to create the template for the
planner, will enable a faster turnout for the physical product

F. Risks

Strategic
Acquiring artwork: possible costs and copy right laws that will come along with
distributing art. Solution: work closely with a lawyer to work out these issues before
the first printing and continue to work with him/her afterwards
Financial

Disapproval of grant

Kickstarter not meeting goal

G. Profitability
Donations to the foundations, charities, or research facilities chosen for the given rotation will
be dispersed every second and third quarter. The peak seasons for planner sales will be in
August and January, the start of the school year and the start of the calendar year. During
these times the planners will be $25 since you will get it and be able to utilize all twelve
months. During the off months the planner will be discounted and sold at a price of $15 since
some of the months in the planner will have already passed preventing you from being able to
use them. The budget shown demonstrates the average of the two price points, $20.
In light that this will be a non-profit organization, there should be no profit at the end of each
year. Below is the projected revenue cycle (quarterly) for the first two years of planner
production. Sales of the product are expected to grow over time, creating more revenue to
donate yearly.

Quarter 1
Projected sales and revenue
Units Sold
Price per Unit
Total

Quarter 2

Quarter 3

Quarter 4

Quarter 1

Quarter 2

Quarter 3

Quarter 4

125
$20.00
$2,500.00

75
$20.00
$1,500.00

175
$20.00
$3,500.00

125
$20.00
$2,500.00

188
$20.00
$3,760.00

113
$20.00
$2,260.00

263
$20.00
$5,260.00

188
$20.00
$3,760.00

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

$1.05
$2.00
$1.00
$1.05
$0.50
$1.00
$6.60

Projected Total Cost

Units produced
Cost of units produced
Marketing
Packaging
Delivery
Website Startup and Maintenance
Online order Processing fees
Total

150
$990.00
$150.00
$50.00
$50.00
$3,500.00
$15.00
$4,755.00

100
$660.00
$150.00
$50.00
$50.00
$150.00
$15.00
$1,075.00

200
$1,320.00
$150.00
$50.00
$50.00
$150.00
$15.00
$1,735.00

150
$990.00
$150.00
$50.00
$50.00
$150.00
$15.00
$1,405.00

213
$1,405.80
$150.00
$50.00
$50.00
$150.00
$15.00
$1,820.80

138
$910.80
$150.00
$50.00
$50.00
$150.00
$15.00
$1,325.80

288
$1,900.80
$150.00
$50.00
$50.00
$150.00
$15.00
$2,315.80

213
$1,405.80
$150.00
$50.00
$50.00
$150.00
$15.00
$1,820.80

Total Donated
Profit/Loss
Cumlative profit/loss

$2,255.00
$2,255.00

$372.50
$52.50
$2,202.50

$1,765.00
$437.50

$2,382.50
$1,287.50
$1,725.00

$1,939.20
$214.20

$2,469.60
$1,535.40
$1,321.20

$2,944.20
$1,623.00

$2,972.10
$1,032.90
$590.10

Projected costs *per unit*

Raw materials: paper
Raw materials: cover laminate
Raw materials: aluminum coil
Printing
Shipping
Labor
Total

H. Conclusion
Spectrum planners are a functional and artistic twist on regular donations. It allows for great
impacts on the community without altering the schedule of those who giving. Its high quality
and functionality allow for a pleasurable experience while using the planner and the message
that the planner conveys allows for a fulfilling experience when purchasing it. Spectrum
planners offer people who would otherwise not have a chance to give back, the opportunity to
give through a small action. Although the initial projections are in the negative, they do start
to balance themselves out, making this project a feasible candidate for success in
implementation.