Business plan-PicTech

LYCOMINGCOLLEGE
Table of Contents
Executive Summary 3
Company Description 6
Industry Analysis 9
Market Analysis 13
Marketing Plan 19
Management Team and Company Structure 24
Business Plan
Castle Phone Case
Connor McNiff, MatthewMcGinley, KabongoBukasa, JustinMiller

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Operations Plan 33
Financial Projections 40
Appendices
Appendix A 45
Appendix B 46
Appendix C 53
Appendix D 56
Appendix E 59
Executive Summary
Introduction
The Computer and Peripheral Equipment Manufacturing Industry is currently in the maturing
phase. Any growth is being pushed by improving current products in the industry or creating a
brand new innovative product. The challenges that the industry faces is that there is always a
need for constant technological innovation with the risk of short product life-cycles. The decline
in growth in 2009 was due to a decline in the overall economy, and many products are becoming
outdated. Cell Phone cases fortunately are not being outdated and are growing in the industry. A
gap in the industry is the combination of technology and personalization to a well-protected case.
Company Description
PicTech is proposing to operate a 1,800 square foot building in King of Prussia, Pa. Our location
is a suburb of Philadelphia which makes is an ideal spot to start a successful cell phone case
company. Our Castle case combines long sought after benefits of cellphone cases that consumers

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have previously been forced to choose one or the other. We will offer a well-protected case
which can also be personalized with any image, picture or logo that the user wants, this
combination is not on the market right now. Our case will be manufactured in China and ship
directly to the distributors in the Philadelphia area that have agreed to sell our product. PicTech
will face the challenge of getting our brand name out to the consumers and converting consumers
from our competitors like Otterbox which is known for protective cases. However by offering
the ability to personalize protective cases PicTech will stand out against competitors.
Industry Analysis
PicTech will compete in the Computer and Peripheral Equipment Manufacturing Industry. This
industry is in the maturing phase of its growth cycle. Slowing growth is due to many products in
the industry are becoming outdated and combined with newer technology.
The industry is a fragmented industry where startups have low barriers of entry but growing into
a large company is challenging due to large capital companies that have been established over
the years. Success factors include having an innovative product with a reasonable price.
Market Analysis
PicTech will sell their Castle phone cases in Philadelphia County where there are 4,091 male and
female college students who are not price sensitive.
PicTech’s sales goals are as follows:
Projected Income
Year Units Sold Price Sales
2015 4,259 $50 $212,950
2016 5,866 $50 $293,300
2017 11,799 $50 $589,950
Our product will have a modest start up as it will take some time for consumers to hear about our
new innovative product. While we will not have a large number of sales during this time, we
will still have some from college students who pride themselves on having the newest
technology. As more and more students hear about our product from friend’s sales will rise.
Our sales will continue to rise on constant bases. We believe that our biggest sales month will be
from December to January when consumers will purchase this product as a gift or purchase the
case themselves for a new phone they received for the holiday season.
Marketing Plan
The overall marketing strategy objective of PicTech is to make our target market of 18-24 year
old college students who attend one of the 50+ Philadelphia area colleges aware of our product.
These college students have a social and active lifestyle and like to personalize their products
with images that reflect that. Our promotional plan with be focused on mediums that college
students find interesting and not annoying. We understand the growing importance that social
media is having on young adults decision making and plan to use that to our advantage. We
want our customers to understand that our product solves the fundamental problem of being
forced to purchase a new case when you are bored with your phone case design.

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Product Differentiation
 Only cell phone case that uses an LCD screen and Bluetooth technology.
 Ability to change the image on one case instead of buying a new case.
 Only case to focus on protection and individual personalization
The company’s promotional activities will include advertising, personal selling, sales incentives
and public relations. In addition there will be a strong focus on social media. By having a
presence on sites such as Facebook, Twitter, LinkedIn and Snapchat we will be able to reach a
large percentage of our target market where they already are.
Management Team and Company Structure
PicTech is led by the cofounders; Connor McNiff, Matthew McGinley, Kabongo Bukasa, and
Justin Miller. All four members of the management team are 22 years old and attended
Lycoming College. Connor received a degree in Business Administration with a concentration
in Marketing. Matthew successfully pursued a degree in Accounting and Business
Administration concentrated on Finance. Kabongo obtained a degree in Business Administration
with a concentration in International Business. Lastly Justin Miller gained a Business
Administration degree with a concentration in Marketing. Each team member has gained
experience from various business projects done at Lycoming College, internships and jobs
performed in the past.
Operations and Development Plan
PicTech will rent the 1,800 square foot building in King of Prussia if the funding for the
company comes through. To manufacture the product, PicTech has chosen Shenzhen TVC-Mall
Co. LTD. Shenzhen is known for and specializes in making cell phone accessories and parts and
has a good relationship with other companies in the United States. After they are manufactured
PicTech will sell their Castle Phone cases through distributors located in Philadelphia County.
Financial Projections
PicTech’s business plan includes three years of projected income statements, balance sheets, and
cash flow statements. The company expects an operating loss for the first two years, which will
grow into a reasonable income in the year 2017 of $73.052.
Funding Sought
PicTech will be seeking $80,000 in investment capital.

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Company Description
Introduction
PicTech is creating a brand new cell phone case that will combine the benefits of a fully
protective case with a LCD screen that allows users to select any image, picture or logo they
want and use it on the back of their phone using Bluetooth technology. If the user wants to
change the image again they have the freedom to do this using their current case. Our new
innovative product eliminates the need to purchase a new case for any personalization that you

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want to add to your case. Equally important is that customers gain this personalization ability
combined with extensive protection that can be compared with OtterBox’s technology.
PicTech cofounders are Connor McNiff, Matt McGinley, Kabongo Bukasa, and Justin Miller.
All four cofounders are current seniors at Lycoming College in Williamsport, PA graduating
with a variety of business degrees. As recent college graduates PicTech’s cofounders will be able
to easily relate and communicate appropriately with the target market.
Company History
Connor McNiff, a cofounder of PicTech was admiring a friend’s cell phone case that displayed
team photo in 2013. After talking more with his friend admitted that he had three other cases
with different pictures that he interchanged. After that talk with his friend Connor immediately
began wondering how he could solve the problem of having to use multiple cases for multiple
images. After a year of research a product was developed and in January of 2014 PicTech’s
Castle phone case was incorporated into the market.
MissionStatement
Our goal is to provide a protective case that permits each customer to individually personalize
his or her case any way they desire with an innovative LCD screen. We will strive to show we
value our customers, employees, and the community as a whole that we are located in.
Tagline
PicTech’s tagline for their Castle phone cases will be “Give your phone its Castle”. This will
reinforce our product’s name as well as well as highlight the protective benefit.
Product and Services
PicTech has created a new innovative cell phone case that combines two features of a case that
up until now consumers had to choose one or the other. 90% of Americans own a cell phone and
they need a Castle cell phone case to protect it. A Castle phone case provides customers with a
protective outside covering which 58% percent of consumers asked selected as the number one
feature they look for when purchasing a case. In addition users are able to personalize their case
by displaying any image, logo or other picture they want on a LCD screen on the back of the
case. Any time the user wants to change to a different image they are easily able to change it
using Bluetooth technology. This is completely unique to a Castle phone case. Our customers
use one cell phone case to display as many images as they want instead of being forced to
purchase multiple cases. With over 97% of Americans owning cell phones1 there is a large
market for our product.
1 "Increasingly Plugged in Cell Phone Users Spell Opportunity." Home Textiles Today, 2010.

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Current Status
Completed Milestones
January, 2014
- Completed first screen assessment
- Organized concept statement after doing research
February, 2014
- Gathered feedback about concept statement from professionals in the industry
- Wrote company description
- Created a consumer survey
- Sent survey to individuals in the target market
- Created an analysis report detailing the responses from the consumer survey
- Conducted industry and market analysis
- Developed a marketing plan for the product
March, 2014
- Organized a management plan for the company
- Developed an operations plan
- Developed future projected financial statements for the company
April, 2014
- Completed executive summary
- Created a draft of the completed business plan
- Presented complete business plan to a staff of experts
Milestones to Be Completed
May, 2014
- Find an investor willing to help the company
- Contact manufacturer to discuss design idea
June – October, 2014
- Meet with manufacturer in China
- Test sample product
- Contact and meet with distributors to sell product
November - December, 2014
- Begin implementing marketing plan
- Lease out office building for management team
January, 2015
- Open management office
- Product at manufacturing facility will begin
Funding Sought
PicTech will be seeking an $80,000 investment for a 20% stake in the company.

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Legal Status and Ownership
Pictech will operate as a Limited Liability Corporation in the state of Pennsylvania. It is
currently owned by a marketing professional, financial professional, and two management
professionals. A more detailed schedule of ownership can be found in “Company Structure”
section of the business plan.
Industry Analysis
Industry Definition
PicTech will compete in the “Computer & Peripheral Equipment Manufacturing” industry. This
industry comprises of products such as, printers, monitors, keyboards, mice, and other electronic
accessories. Top companies in the industry through sales are Samsung Electronics Co, Apple
Inc., Hewlett-Packard Company, International Business Machines Corporation and Hitachi, Ltd.
The largest segment of the industry is comprised up of computers.
Industry Size (Global Revenues) (values in $ billions)
Year 2006 2007 2008 2009 2010

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Value 486.3 513.7 540.1 534.4 590.7
Growth 5.6% 5.1% (1.1%) 10.5%
Industry Size (United States) (values in $ billions)
Year 2005 2006 2007 2008 2009
Value 50.1 53.5 57.3 59.7 63.3
Growth 6.8% 7.0% 4.2% 6.0%
Industry Forecast
2
Industry Summary
The Computer and Peripheral Equipment Manufacturing industry is currently in the maturing
phase. Any growth is being pushed by improving current products in the industry or creating a
brand new innovative product. The challenges that the industry faces is that there is always a
need for constant technological innovation with the risk of short product life-cycles. The decline
in growth in 2009 was due to a decline in the overall economy, and many products are becoming
outdated.
Industry Characteristics
Industry Structure
2 "Computer Peripheral Equipment Manufacturing." Hoovers. Accessed January 28, 2014

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The computer peripheral equipment manufacturing industry is a fragmented industry. There is a
wide variety of products due to rapid changes in technology. Barriers to entry are fairly low in
the industry as a small scale business with one product but as a whole the industry is dominated
by a few large competitors.
Global Market – The data presented shows a decline in consumer spending due to lowering costs
but revenue is expected to rise 3.4% due to stronger exchange rates.
Impact of new technology – Technology is always changing and improving which helps the
market expand further. According to the EPA the average life of a cell phone is 18 months. 3
With changes in consumer taste companies must try to constantly improve products to keep up
with demand.
Buyer Power – The industry is driven by the consumer. Changes in style, quality, and product
specification put brand loyalty at a low level. This factor makes price sensitivity high with many
products of similar kinds. Brand awareness is geared more to the manufacturer of the product
rather than the retailer.
Nature of Participants
The industry consists of many firms that range from large companies that are easily recognized
offering a wide variety of products to companies that are not easily recognizable who offer more
centralized products.. The most popular companies in the industry are Samsung Electronics Co.,
Apple Inc., and Hewlett-Packard.
Segmentation
The industry is split up into three main product segments.
Product % of Market
Computers 43.3
Peripherals and Devices 39.2
Storage Devices 17.6
3 "Life of a Cell Phone." EPA.Gov. Accessed February 4, 2014. http://www.epa.gov/osw/education/pdfs/life-cell.pdf.

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4
Industry Ratios
Inventory Turnover
Inventory Turnover 4.59
Total Assets to Sales 82.0%
EDITDA to Sales 5.1%
Quick Ratio 1.22
Current Ratio 1.93
Balance Sheet Ratios
Cash 15.4%
Accounts Receivable 24.5%
Inventory 18.4%
Total Current Assets 64.6%
Property, Plant & Equipment 9.1%
Other Non-Current Assets 26.4%
42011.”Computer Storage & Peripherals Industry Profile: Global.” Computer Storage & Peripherals Industry Profile:
Global 1. Business Source Premier. EBSCOhost

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Total Assets 100%
Accounts Payable 16.7%
Total Current Liabilities 33.5%
Total Long Term Liabilities 18.4%
Net Worth 48.1%
Key Success Factors
Innovative Technology. It is vital that any new product in the industry must be eye catching to
consumer.
Price. The level at what products are priced compared to competitors is an important factor in
the industry. Many products in the market are similar, so pricing that appeals to the consumer
and beats the competition in important to be successful due to price being elastic.
Industry Trends
Favorable
 The growth of mobile phones and portable computers creates new windows for peripheral
equipment manufactures. Products include 3D printing as well as non-desktop PCs.
 Electronics are now becoming a necessity rather than a luxury to users.5
 The growth of wireless technology has added to consumers’ expectations of about
mobility. Our product takes a photo frame sitting at home and puts it in the hands of the
consumer.
Unfavorable
 Need for constant technological innovation.
 High risk in products having a short life-cycle.6
 Price per product has been decreasing over time due to advancements in technology.
This has also affected the total market growth.7
Marketing Analysis
5 "The Transformation of Manufacturing: Weekend Reading - Deloitte Risk & Compliance - WSJ." Wall Street Journal.
Accessed February 06, 2014. http://deloitte.wsj.com/riskandcompliance/2013/12/20/the-transformation-of-
manufacturing-weekend-reading/?KEYWORDS=smartphone+trends.
6 Rampell, Catherine. "Luxury, or Necessity?" Economix Luxury or Necessity Comments. February 9, 2009. Accessed
January 07, 2014. http://economix.blogs.nytimes.com/2009/02/09/luxury-or-
necessity/?_php=true&_type=blogs&_r=0.
7 Smith, Gavin. "Computer Peripheral Manufacturing in the US Industry Market Research Report from IBISWorld Has
Been Updated." PRWeb. December 16, 2013. Accessed April 07, 2014.
http://www.prweb.com/releases/2013/12/prweb11422153.htm.

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Market Segmentation
The most common way to segment the industry is by computers, peripherals and devices and
storage devices as shown below. 8
8
011. “Computer & Storage & Peripherals Industry Profile: Global.” Computer Storage & Peripherals Industry Profile
Business Source Premier EBSCOhost

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Target Market Selection
Our Castle case designed by PicTech will target men and woman who range in age from eighteen
to twenty-four. Geographically they will live in the suburban Philadelphia area. These
individuals we selected will be college aged and attend one of the many Universities that are
located in the Philadelphia area. As college student these individuals are often concerned with
personalization and innovation.
 Industry Analysis – The research and data provide sufficient evidence that young adults
are interested in technology and have a desire to personalize their products that they
purchase.
 Additional Evidence – According to a recent study by BigResearch nine out of ten
Americans have cell phone, this figure combined with our own survey of our target
market that showed a majority use a cell phone case for their phone leads us to believe
our product will be successful.9
 Personalization – Our target market age group is increasingly concerned with the ability
to personalize the products they purchase to fit the lifestyle they live.10
 Trendy – Cell phones are becoming more than just a means for communication and now
turning into a fashion accessory.
Target Market Size
1) Geographic: For Philadelphia County the total population is 1,526,006
2) Demographic:
a. Age- The total population for people aged 18-24 year olds in Philadelphia is
197,961. This information comes directly from the United States Census
b. Education – 55.1% of those aged 18-24 in Philadelphia have at least some college
completed. With 42% still enrolled and 13.1% having a bachelors degree or
higher.11 55.1% of 197,961 is 109,077
3) Behavioral
a. Price Sensitivity – Of the 109,077 students who are that of our age group and are
enrolled in college we will begin by targeting 27,270 students. This is based on
the figure from our consumer survey which showed that roughly twenty-five
percent of the participants have paid over forty dollars for a cell phone case. This
figure is a conservative number that we believe that we can exceed.
4) Determine total size in dollars 100(Price of our Product) * 27,270 students (target market
size)
5) Total Size in Dollars for Next Three Years – We believe we will get 15% of the market
the first year and believe we will have a. Our fifteen percent figure is based on research
shows OtterBox currently has a 23% percent share in the market, which we believe
9
"Increasingly Plugged in Cell Phone Users Spell Opportunity." Home Textiles Today, 2010.
10
Davie, Ronald "Mobile Phone Ownership and Usage among Pre-adolescents Telematics and Informatics" 2004
11 United States. Census Bureau. Accessed April 04, 2013.
http://factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtml.

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conservatively we will start at fifteen percent in our geographic area.12 27,270 x 15%
equals 4,091. We believe we will have a 30% growth rate the next two years. We believe
this is a reasonable growth rate given the uniqueness of our product. In addition our first
sales will not be too high to start so any growth will be a dramatic percent change.
a. 2015 – $1,363,500
b. 2016 – $1,568,025
c. 2017 – $1,772,550
Buyer Behavior
The following factors effects Castle’s target markets buying decisions:
 Cost – Cost is extremely important to consumers when purchasing a product like a cell
phone case. When asked to rate each characteristic based upon importance cost was
ranked third most important. Twenty-three percent of the participants answered that cost
was the most important factor when purchasing a case. Additionally almost Thirty
percent of the students listed it as the second most important characteristic. This
information leads us to believe that we must have a fair price in order to attract
customers, however price is not the most important factor that consumers consider when
purchasing. Therefore our higher price will not lose us potential consumers. This is
reflected in a study done by the NPD group which found that there was a 32% increase in
mobile phone accessories as consumers are willing to spend more to protect their
Smartphone’s.
 Style - Style was shown to be the second most important factor overall when considering
purchasing a cell phone case. This characteristic received nineteen percent of the first
place ratings as well as thirty percent of the second place ratings. A survey done by the
NPD group said 49% of those asked find style, the color and aesthetics, of the case as the
most important attribute for a mobile phone case.13
 Personalization – Similar to style personalization was selected as the least important
when selected a product. Only eight percent of the participants surveyed listed
personalization as the most important with sixty percent of the participants actually
listing it as least important. We believe that this has a great deal to do with the fact that
there is currently no phone on the market that offers this technology therefore there is a
knowledge gap. In addition we believe that adding the ability to personalize a durable
case will give us a competitive advantage over our competitors. In addition to our survey
personalization was also listed as one of the five important things to look for when
purchasing a cell phone case in an article on Ebay.
 Durability - Durability was the characteristic that was selected as the most important
characteristic that was desired when purchasing a cell phone case. Fifty-eight percent of
the participants selected durability as the number one important characteristic they look
for. Additionally only four percent of the participants selected durability as the least
important. 14 Our protect will be one of the toughest cases on the market which is proven
12 Cleveland, Donna. "Otterbox Acquires LifeProof." IPhone Life Magazine. N.p., 22 May 2013.
13 "The NPD Group: Mobile Phone Cases." The NPD Group: Mobile Phone Cases Lead 32 Percent Increase in Mobile
Phone Accessories Sales. NPD, 21 Aug. 2012.
14 Connor McNiff, “Consumer survey PicTech” 25, January, 2014

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to be valuable to the consumer as it was the number feature to look for in both our survey
as well as Ebay’s article on choosing a cell phone case. 15
Competitor Analysis
Direct Competitors
There are currently no cell phone case companies that offer a digital screen on the back of their
cases. However many cell phone case companies are offering the ability to customize the cases
they offer with either a graphic, logo or image. For example online companies like Vista print
and Kodak allow customers to print any picture a customer wants on a cell phone case.
Customers can choose a cheaper plastic case or a harder rubber and more expensive case. In
addition companies like OtterBox and Lifeproof stays away from personalization and instead
focuses on protection by offering more expensive sturdy cases. All four of these companies have
only been able to meet one of the customers’ needs either protection or personalization. Castle
will succeed by offering a sturdy case that has the ability to be personalized with any image, logo
or graphic, which college-aged students in Philadelphia will find value in. As a result Castle will
become an established name in the industry giving us a competitive advantage.
Indirect Competitors
One main feature that a cell phone case provides is protection to the phone. Therefore there are
many indirect competitors for our company to consider. For example woman’s accessories,
products such as wallets and purses that offers a built in area for your cell phone offer. Some
customers believe that this will offer enough protection and eliminates the need for a case. Other
indirect competitors are companies who offer clips or other devices to hold your phone when you
are not using it. Companies like Amzer, offer Cell Phone Lanyards to provide a hands free cell
phone holder.16
Future Competitors
We are introducing technology to a product in a new innovative way. Any time that a new
product or new innovation to a product is introduced there will be competitors who try to make
your product irrelevant and gain your customers. As mentioned in the California Management
Review one way to deal with new competitors is by building barriers that make it hard for them
to become relevant. Established cell phone case companies like OtterBox could copy our
technology and implement it onto their cases. Thus we would no longer be able to say that our
product is unique. It is because of this threat that we believe first mover advantage will be critical
in building our brand recognition.17
15
"5 Features to Look for in a Cell Phone Case." Http://www.ebay.com/gds. EBAY, 20 Aug. 2013.
16
"Amzer." Http://www.amzer.com/Amzer-Detachable-Cell-Phone-Neck-Lanyard-Black-P84868.htm. Amzer
17 Aaker, D. A. (2012). Win the Brand Relevance Battle and then Build Competitor Barriers. California Management
Review, 54(2), 43-57

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Estimate of Annual Sales and Market Share
Step 1; Number of Customers:
Castle will have 4,091 customers (27,270 x 15% equals 4,091). These calculations are based off
research and believed to be a reasonable estimation.
Step 2: Annual sales
Our case will be sold for $100 dollars at retailers, which was based on the costs that it takes to
make the product as well as the other cases in the industry. While there are many cheaper
options they will not have the features that our product has. We our selling our product
wholesale and therefore will make only $50 off each one sold after all costs are accounted for.
That multiplied by our target market equals $204,550
Cell Phone Case Sales Projection
Our product will have a modest start up as it will take some time for consumers to hear about our
new innovative product. While we will not have a large number of sales during this time, we
will still have some from college students who pride themselves on having the newest
technology. As more and more students hear about our product from friend’s sales will rise.
Our sales will continue to rise on constant bases. We believe that our biggest sales month will be
from December to January when consumers will purchase this product as a gift or purchase the
case themselves for a new phone they received for the holiday season.

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2015 Projected Monthly Sales Cases Sold
January -
February -
March 168
April 269
May 279
June 265
July 330
August 356
September 403
October 506
November 702
December 813
Total 4,259
Projected Income
Year Units Sold Price Sales
2015 4,259 $50 $212,950
2016 5,866 $50 $293,300
2017 11,799 $50 $589,950

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Marketing Plan
Overall Marketing Strategy
The overall marketing strategy objective of PicTech is to make our target market of eighteen to
twenty-four year old college students who attend one of the 50+ Philadelphia area colleges of our
product. These college students have a social and active lifestyle and like to personalize their
products with images that reflect that. Our promotional plan with be focused on mediums that
college students find interesting and not annoying. We understand the growing importance that
social media is having on young adults decision making and plan to use that to our advantage.
We want our customers to understand that our product solves the fundamental problem of being
forced to purchase a new case when you are bored with your phone case design.
Our marketing strategy is designed to get our brand name and product out to as many 18 to 24
year olds as quickly as possible. This will require a lot of marketing techniques that will involve
all our employees. We will have to market our product in a way that explains the benefits and
the rationale behind our higher price. We firmly believe that once a customer buys a Castle
phone case they will be “walking advertisers” and it will result in their friends becoming
customers as well.
Our goal as a company is to gain a substantial share in the industry. Currently there are
competitors who are well recognizable names in the industry that we believe we can overtake.
Our tagline “Give your phone its castle” will appear on all our marketing materials to reinforce
both our name as well as the benefits of our product. We understand the importance of trends
with this age group and know that new technology products our introduced every day.
Positioning
Our product’s positioning strategy will involve repositioning the competition. This strategy is
executed by introducing a direct attack on a competitor’s strength that may put its products in a
less favorable light or even force the competitor to change its positioning strategy.18 Our product
is offering a solution to consumer’s problems that our competitors do not offer. Our ability to
highlight that our competitor’s strength is only one of our multiple strengths will cause potential
consumers to choose our product. Our product offers the ability to personalize a cell phone case
multiple times, which is an unmet need in the market.
18 Ferrell, O.C. Marketing Strategy. 5th ed. Mason: South-Western, 2011. Print.

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Product Differentiation
 Only cell phone case that uses an LCD screen and Bluetooth technology.
 Ability to change the image on one case instead of buying a new case.
 Only case to focus on protection and individual personalization.
Product Attribute Map
The chart shown below is a visual explanation of Castle’s positioning strategy and differentiation
as they relate to our competitors. As listed there two important features of a cell phone case,
they are protection and personalization. As shown below Castle is the only cell phone case that
ranks high in first, the ability to offer protection that consumers believe to be necessary for
everyday life. Additionally Castle ranks high in the second feature of the ability to be
personalized to a customer’s lifestyle choice as the choices change. While some company cases
may be higher in protection guarantees our product will offer the protection that customers
demand with the added advantage of personalization that no other competitor offers.
High
Low
Low High
Castle
Amzer
OtterBox
Protection
Personalization
LifeProof
Vistaprint
Kodak

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Pricing
Our product’s price was determined by cost-based pricing. This pricing is established by adding
a markup percentage to a product’s cost. We chose this pricing strategy because we want our
customers to know that they are getting their money’s worth. As a company we want to make a
profit to be successful but we also want our customers to know they are getting a quality price.
Our pricing breakdown is listed below.
$16 – Cost of Production
$50 – Wholesale price
$100 – Retail Price
Promotional Activities
Our promotional plan will be include the following activities to reach our target market audience
in a variety of mediums.
Advertising: Castle is a new product that consumers must be made aware of as soon as it comes
to market. Our advertising will include print and broadcast media. We will distribute flyers
explaining the benefits and other valuable information around college campus to get our products
name to our target market. We will also purchase ad space in the newspapers of local colleges.
We will purchase ad space throughout the year in The Triangle which is an independent paper at
Drexel University. We will be sure to put ads in their special edition issue which their website
says is a great opportunity for advertisers to reach more of the Drexel community than a regular
issue.19 One unique advertising campaign for us will be to offer 5-10 students at the eight closet
colleges to our location free cell phone case to be “walking advertisements” for us.
Personal Selling: In order to gain a presence in the industry we will attend trade shows that our
competitors are attending. This allows us to maintain with the current trends and be available for
potential consumers. We will explain the benefits of our product and how it is better than any
product that is available. These trade shows will give our product the exposure that is needed to
gain the market share we need. Both business professionals as well as members of our target
market will be able to experience our unique product. To start we will attend regional mobile
phone conventions like those held in Boston and Trenton. However as we gain market share and
brand recognition we will be able to attend the MobileCON event in Las Vegas which will put us
right side by side with our competitor’s and leaders in the market.
19 "About." The Triangle. Drexel University, n.d. Web.

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Sales Incentives: Our product will require sales incentives to grab the attention of our target
market as it is in the beginning stage of the life cycle. We will offer discounts to students who
show their school Identification and provide a school email when purchasing the case. We will
in turn use the email to keep in contact with our consumers and keep them aware of our products.
Public Relations: Our public relations section will include news releases that will be submitted
to newspapers that our target market will see. We will also release brochures that undergrad
students can pick up for free that explain our product. In addition we will connect with local
colleges and offer our cases as prizes for giveaways at sporting events. One example will be we
will provide ten cases as prizes for giveaways at Temple and Drexel’s homecoming events. Both
of the school’s homecoming events are attended by a majority of students and alumni, which will
provide us with free advertisement and get our product out to students to tell their friends about.
Our company, PicTech understands how beneficial having a positive image in the mind of
consumers is. To increase positive image we will donate to a no texting while driving campaign.
This is an increasing problem with the members of our target market. A portion of the money
we receive from every phone purchase will go to the campaign. We will also actively promote
the dangers of texting while driving.
Social Media: Social media will be a crucial component of our marketing campaign. A study by
the Journal of advertising research showed that social media played many important rolls in
purchasing decisions, including about 20% who said that social media “introduced me to a brand
or product that I didn’t know about”.20 We believe that a successful social media campaign will
inform and ultimately persuade our target market to purchase our product.
 Facebook- Our Facebook page will inform our customers about our company and they
can learn about our product. We will offer contests and giveaways to create a buzz for
our page and product. One contest will be to see the craziest picture that people use on
the back of their phone. The pictures will be judged by likes and participants must like
the page to like a photo.
 LinkedIn: We will use LinkedIn to connect with colleges in the area and promote our
company to our target market. Undergraduates are being encouraged to create and
maintain LinkedIn accounts so this is a valuable website for us to connect with.
 Twitter: We will use Twitter to keep our consumers up to date with information about
our company and product. Similar to Facebook we will use our twitter to connect
directly with consumers. Users of our product can tweet pictures or questions to our
account and we will respond directly the best that we can. We will address any concerns
or problems with the product to keep our positive image.
 Snapchat: We will use Snapchat as a way to spread our brand name and get ourselves in
the minds of students. Before we officially launch our product we will set up a Snapchat
and along with other social media platforms have people Snapchat pictures that they wish
they could display on their case. We will offer the two best pictures we receive one of
the first cases that we produce. We will then tweet and post some of the pictures we
20 Powers, Todd, and Dorothy Advincula. ""Digital and Social Media In the Purchase Decision Process: A Special
Report from the Advertising Research Foundation." Journal Of Advertising Research 52, no. 4 (2012): 479-89

23 | P a g e
receive to get our name out there. We can then send Snapchats to all of the followers we
gained. An article published by a Senior Social Media Specialist at the University of
Michigan found that almost half of college-age students said they would open a Snap
from a brand they’d never heard of, and 73% said they would open a brand from a brand
they did know.21 If done right Snapchat can be used as an interactive and unique
marketing tool
Annual Marketing Budget
Item Budget
Promotional Flyers (5,000)22 $11,250
Convention Booth (display materials)23 $600
Newspaper Ads24 $250
Website25 $2000
Contest Giveaways $640
Product handouts $2000
No Texting Campaign $10,000
Total $26,740
21 Frazier, Hillary. "Is Snapchat For Your Brand?" World's Largest Professional Network. LinkedIN, 28 Mar. 2014. Web
22
"OfficeMax Copyandprint." Posters. 2013. . http://www.staples.com/sbd/content/copyandprint/posters.html.
23
"What Is the Average Cost to Attend a Trade Show, Convention or Conference?" Www.findthebest.com. February
2011.http://trade-shows.findthebest.com/
24
"About." The Triangle. Drexel University, n.d. Web
25
"How Much Should A Small Business Website Cost in 2014?" The Executionists. 20 Mar. 2014.

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Management Plan
Introduction
PicTech’s management philosophy revolves around working hard, playing Hard and self-
expression. Many say it. We live it. PicTech shares the hard-working, entrepreneurial spirit of
their founder and their focus on innovation and we put it to use all day, every day. We make it
fun to passionately pursue our vision of "what's next." Our commitments to customers, to one
another and to our community are unmatched, so we don't settle for good. We seek greatness. As
a company, PicTech will select employees based on their qualifications for the job and their
commitment to creating new innovations in the consumer the computer and other peripheral
equipment manufacturing industry.
Management Team
Connor McNiff, Marketing and CEO, Age 22
CEO of the company responsible for marketing, sales, and properly advertising for the company.
Connor received a Bachelor of Arts Degree in Business Administration with a concentration in
Marketing. While at Lycoming College, Connor served as a leader at the Lycoming Recreation
center as well as a member of the Men’s Soccer team. He further learned leadership skills by
serving as captain of the team his senior year. The experiences at Lycoming have taught him the
value of teamwork and the benefits a good leader can bring. Connor was able to gain marketing
experience by working with class members and staff from the Williamsport Home to create a
Marketing plan for a new physical rehabilitation center. Connor is an avid cell phone user and
has a problem himself buying too many cases as he gets tired of one case. He is a firm believer
that with the company’s members and proper marketing this company will set a new standard in
the industry.
Matthew McGinley, Cofounder and CFO, Age 22
Responsible for the financial management of the company including. Other duties include raising
capital for the company. Matt received a Bachelor of Arts Degree in Accounting as well as
Business Administration with a concentration in Finance. While at Lycoming College, Matt was
an active member of the Accounting Society as well as a four year member of the football team.
These experiences taught him how to be a team member on and off the field. Matt gained
experience with managing and handling money through working as an intern at the Williamsport
Area School District tax off. He also learned how to control a staff through being a manager for
the Tri-Valley Community Pool. He was responsible for preparing and handling budgets to
estimate costs, and improving the accuracy of budget forecasts for the facility. Matt firmly

25 | P a g e
believes in the company product and that the members of the company have all the tools to make
the company.
Justin Miller, Cofounder and COO, Age 22
Responsible for managing the company's day-to-day operations and reporting them to the chief
executive officer. His duties also include organization of strategic imperatives, history, and
culture, as well as the strengths and weaknesses of the executive director. Justin received his
Bachelor of Arts Degree in Business Administration with concentrations in Marketing from
Lycoming College. He took advantage of many opportunities at Lycoming College which he
believes will help him in contributing to the company’s future success. Justin’s 4 years as a
men’s varsity basketball player helped him to learn to work with teams, and his one year of
captainship taught him how to be a leader. Justin also worked as a marketing intern for the
Lycoming College Athletic Department, which helped him adapt to the industry. For this job, he
was responsible for marketing the varsity sports on campus, in charge of game day halftime
promotions, and was tasked with organizing a fundraiser. Justin has a passion for success and
believes that the company could be an industry leader.
Kabongo Bukasa, Cofounder and CCO, Age 22
Responsible for customer service, communicating with company employees and taking charge of
customer experience metrics. Kabongo received his Bachelor of Arts in Business Administration
with concentration in International Business from Lycoming College. He is able to speak four
different languages including French. He was able to achieve teamwork experience from playing
football and working on group projects assigned in his business courses. While at Lycoming
College he had the opportunity to intern at Allstate insurance. At his internship Kabongo was
responsible for maintaining customer records, using automated systems, answering customers'
questions about products, prices, availability, or credit terms, using complex software to find
customer information. Kabongo has a passion in sales, helping consumer to purchase the newest
product that best identify their identity in the industry.
Skill Profile and Gaps in Management Team
The following skill profile depicts the most important skills required at the top management team
level of the company and where the gaps exist.

26 | P a g e
Finance
Marketing&Sales
Operations
HR
Advertising
CustomerServiceExpert
Accounting
Webmaster
ResearchandDevelopment
Connor McNiff x x
Matt McGinley x x
Kabongo Bukasa x x
Justin Miller x x
Gap 1 0
X = Position Filled, O = Position Vacant
Summary: One significant gap exists in the management team: the Webmaster. This position
will be recruited and filled once the company has become stable and started to generate profits.
Currently, the company is receiving help from a friend who is skilled in creating web pages. In
addition Justin Miller and Kabongo Bukasa are actively learning the skills needed to fill the
Webmaster position until the company establishes itself and is able to hire someone for the
position.
Ownership and Compensation
Name Position Base Salary Percent Owned
Personal
Investment
Connor McNiff Cofounder and CEO $40,000 20% $45,000
Matt McGinley Cofounder and CFO $40,000 20% $45,000
Kabongo Bukasa Cofounder and CCO $40,000 20% $45,000
Justin Miller Cofounder and COO $40,000 20% $45,000
Options Pool 20%
Totals $160,000 100% $180,000

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Keeping with the incubator management type, PicTech determined the base salary pay for each
employee to be equal, because each employee invested an equal amount of startup equity in the
company. PicTech wants to set the precedent early that individual employees’ growth comes
first, so each of PicTech’s original four employees, Connor McNiff CEO, Matt McGinley CFO,
Kabongo Bukasa CCO, and Justin Miller COO, each had the opportunity to increase their
investment, thus increasing their compensation, but choose to remain equals, despite varying
demands and difficulties of jobs. The percentage of the company owned is still directly related
the personal investment each person made.
LLC Officers
PicTech is a limited liability company that has four officers in charge of efficiently running the
daily operations of the business. These officers are Connor McNiff, Matt McGinley, Kabongo
Bukasa and Justin Miller
Other Professionals
PicTech relies on the advice, counsel, and encouragement of professionals in our community on
an as-needed basis. None of our professional advisors are paid a regular retainer.
Other Professionals
Jon Muskin, BS, MD, JD, LLM (Tax)26
 Attorney, Jon Muskin, is a partner in the Muskin & Farmer LLC intellectual property law
firm. Mr. Muskin is a well-known attorney in Philadelphia, Pennsylvania with over
fifteen years of experience.
United States Liability Insurance Group27
 An insurance group in Wayne, Pennsylvania. The company focuses on underwriting
insurance for small businesses and select group of specialty products. USLI is also an
A++ rated company.
PicTech Organizational Chart
The senior staff reports to CEO Connor McNiff as shown below. Finance & Accounting, ran by
CFO, Matt McGinley, Human Resources and Customer Service, ran by CCO Kabongo Bukasa,
and Advertising and Research and Development, ran by COO Justin Miller, and Senior Vice
President positions. Webmaster is Vice President position. Each VP will be responsible for their
respective employees.
1 “Jon Muskin, BS, JD, MD, LLM (Tax).” Jon Muskin. 2014. Accessed March 2014.
http://www.patentstrademarks.com/attorneys/jon-muskin
2 United States Liability Insurance Group. "Small Business and Specialty Insurance USLI." Small Business and
Specialty Insurance USLI. 2013. Accessed March 2013. http://www.usli.com/.

28 | P a g e
Position Descriptions
Finance & Accounting Position
Job Overview:
Examine, analyze, and interpret accounting records to prepare financial statements, give advice,
or audit and evaluate statements prepared by others. Install or advise on systems of recording
costs or other financial and budgetary data.
Tasks:
 Assist, prepare and/or review Federal, state and local income/franchise tax returns and
estimated quarterly payments.
 Assist, prepare and/or review all aspects of state and local tax compliance: monthly sales
and use tax, excise taxes, business licenses and personal property tax filings; assist with
audits.
 Coordinate tax accounting matters with other departments, locations and business units.
Respond to Federal and state notices and audit requests.
 Demonstrate knowledge & proficiency in current federal, state and local tax laws,
regulations and rulings.
 Responsibility for coordinating compliance.

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 Coordinate insurance coverage, claims and ensure Pictech is properly insured in all areas.
 Prepare marketing development funds accruals and reconciliations.
 Prepare journal entries and assist in monthly close process.
 Support general accounting needs.
 Participate in special projects as required.
Qualifications:
Minimum Experience and Education Requirements:
Bachelor’s degree in Accounting or Finance
Business background with previous experience in the field
Minimum Skills, Knowledge, and Ability Requirements:
 Mathematics/Reasoning- the ability to choose the right mathematical methods or
formulas to solve problems
 Oral Comprehension - The ability to listen to and understand information and ideas
presented through spoken words and sentences.
 Written Comprehension - The ability to read and understand information and ideas
presented in writing.
 Number Facility - The ability to add, subtract, multiply, or divide quickly and correctly.
 Deductive Reasoning - The ability to apply general rules to specific problems to produce
answers that make sense.
 Near Vision - The ability to see details at close range (within a few feet of the observer).
 Oral Expression - The ability to communicate information and ideas in speaking so others
will understand.
Marketing & Sales Position
Job Overview:
Research market conditions on all levels from local to the national level. Gather information
to determine the potential sale of our product. While also focusing on competitor’s products
including: the distribution outlets, price, number of products sold and marketing techniques
used. Create marketing campaigns to ensure the success of the product.
Tasks:
 Constantly gather marketing research to stay consistent with the ever-changing market
need. Data gathered must be primary and secondary, gathered through questionnaires;
phone calls and trade show events.
 Prepare presentations to potential clients, internal departments, and field sales
associates.
 Plan and carry out trade show activities including the development of marketing and
merchandising opportunities and the creation of company materials.

30 | P a g e
 Provide support to Directors and team members, as needed.
 Actively participate in all interdepartmental communications and activities.
 Responsible for creating and maintain social media outlets on an ongoing basics
 Develop advertising materials such as flyers and commercials as well as selecting the
most effective media outlet to use
Qualifications:
Bachelor’s degree in Marketing or Sales
Business background with previous experience in the field
 Ability to communicate effectively both orally and in writing
 Good project management skills
 Strong interpersonal, teamwork, and leadership skills
 Good analytical, conceptual and problem solving skills to evaluate business problems
and apply knowledge to identify appropriate solutions
 Must be self-motivated, flexible, accountable and can effectively handle multiple tasks
at one time
 Excellent organizational and time-management skills
Management Position
Job Overview:
Prepare procedural manuals to allow for management to operate in an efficient and effective
manner. Accomplish departmental objectives; conduct work simplification and measurement
studies and evaluate all department activities.
Tasks:
 Analyze data gathered and develop solutions or alternative methods of proceeding.
 Approve changes of forms and reports.
 Develop and implement records management program for filing, protection, and retrieval
of records, and assure compliance with program.
 Gather and organize information on problems or procedures.
 Design and successfully run studies for possible work place changes.
 Prepare recommendations for implementation of new systems, procedures, or
organizational changes.
 Gather feedback from personnel concerned to ensure newly implemented systems or
procedures have success.

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 Plan study of work problems and procedures, such as organizational change,
communications, information flow, integrated production methods, inventory control, or
cost analysis.
 Review forms and reports and discuss with management and users about format,
distribution, and purpose, and to identify problems and improvements.
Qualifications:
 Bachelor’s degree in Management
 Business background with previous experience in the field
 Customer and Personal Service - Knowledge of principles and processes for providing
customer and personal services.
 Administration and Management - Knowledge of business and management principles
involved in strategic planning, resource allocation, human resources modeling, leadership
technique, production methods, and coordination of people and resources.
 Personnel and Human Resources - Knowledge of principles and procedures for personnel
recruitment, selection, training, compensation and benefits, labor relations and
negotiation, and personnel information systems.
Chief Operation Officer Position
Job Overview:
Provides the leadership, management and vision necessary to ensure that the company has the
proper operational controls, administrative and reporting procedures, and people systems in place
to effectively grow the organization and to ensure financial strength and operating efficiency.
Tasks:
 Provide day-to-day leadership and management to a service organization that mirrors the
adopted mission and core values of the company. Bottom Line: Build a beautiful
company.
 Responsible for driving the company to achieve and surpass sales, profitability, cash flow
and business goals and objectives.
 Responsible for the measurement and effectiveness of all processes internal and external.
Provides timely, accurate and complete reports on the operating condition of the
company.
 Collaborate with the management team to develop and implement plans for the
operational infrastructure of systems, processes, and personnel designed to accommodate
the rapid growth objectives of our organization.

32 | P a g e
 Assist, as required, in raising additional capital at appropriate valuations to enable the
Company to meet sales, growth, and market share objectives.
 Motivate and lead a high performance management team; attract, recruit and retain
required members of the executive team not currently in place.
 Spearhead the development, communication and implementation of effective growth
strategies and processes.
Qualifications:
 Bachelor’s degree in Management
 Business background with previous leadership experience
 Excellent personnel skills, with an ability to partner with a dynamic leadership team.
 Skills should include organizational development, personnel management, budget and
resource development, and strategic planning.
 Flexible and able to multi-task; can work within an ambiguous, fast-moving environment,
while also driving toward clarity and solutions; demonstrated resourcefulness in setting
priorities and guiding investment in people and systems.
Corporate Culture
Castle case is all about self-expression and individuality. PicTech Company strives to be
creative, innovative in the industry, and aims to promote self-fulfillment of the employees. That
is why at PicTech we strongly believe in creating an Incubator management style for our
company. An incubator management style means that our company is personal and egalitarian.
We value all our employees equally and expect everyone at every level of management to be
able to give and take leadership direction, regardless of perceived status. Our philosophy is that
the organization comes second to individual fulfillment of employees. This is because we believe
that employee success leads to company success. PicTech Company CEO Connor McNiff makes
it his sole duty to make sure all of PicTech employees and affiliate businesses feel like they are
on equal standing. In doing so, McNiff creates relationships, partnerships, and friendships that
last a lifetime All of these company attributes creates a culture of expression among our
employees that we hope they pass on to our customers. These great company attributes also
create a calming effect among the employees that starts at the top, and works its way down,
maximizing the amount of work that gets done and puts us in a great position for success.

33 | P a g e
Operations Plan
Introduction
PicTech will design a durable cell phone case that uses Bluetooth technology to allow users to
display any image, graphic or picture they desire to be displayed on an LED screen on the back
of their case.
General Approach to Operations
Creating a product that is unlike any competitor’s product is a unique situation. Adding an LED
screen to a cell phone case that must also be durable enough to drop means, adding more
technology to an accessory for a product that is the most technological item most customers will
ever hold. However we firmly believe that this product will be in high demand and have created
a unique competitive advantage over our competitors. We understand that our operation plans
and procedures must reflect services that will allow for communication and other needed
services to our target market.
A big challenge that will face our company will be to instill our company and product into the
minds of our consumers. Our product is one that consumers may not yet know that they need.
To solve this problem our company will have to operate with a focus on marketing and
promotion as well as customer service. Our goal must be first to reach and attract our target
market, then we must build and sustain the relationship. This will require support from both the
back stage as well as front stage operational personnel.
Back Stage (Behind the Scenes Operations Activities)
 Human Resources- Will be a crucial member of our company at our office. Human
resources will have many tasks that will ultimately keep the office running as efficiently
as possible. One of the most important jobs of human resources will be to keep track and
record all of the important files in our company. These files will include information on
our personnel in the company as well as information on the companies who will sell our
product. As a small startup company we cannot afford a lawsuit against us. This position
will be in responsible for keeping records to avoid any trouble that may occur. Human
resources will be responsible for the hiring process when additional employees are added.
 Financials- Our company will have multiple financial duties that will need to be
accomplished daily. These duties will include looking at the external economic trends in
our industry, keeping track of the financial records, and meeting our financial goals.
 Advertising- Our advertising and promotion strategy is crucial for our company to be able
to sell our product. Our company will need to create an eye-catching advertising
campaign that shows the benefit of our product over our competitors. Advertising will be
done on social media, newspaper and other print advertisements, brochures and “walking
advertisements”. In addition our promotions will be another way to increase our brand

34 | P a g e
name. Promotions and promotional events must be arranged in a way that always
represents our company in a positive way.
 Research and Development – Companies like ours that deal in technological items must
continue to pursue innovation in our product and our product line to stay viable in our
customers mind. This includes expanding from just cell phone cases to possibly tablet
cases like the IPad. Our company must always be researching the industry and what is
going on externally to be able to be able to innovate or develop new products for our
company. The best way to understand what it is customers want for us to develop will be
to get their direct feedback. We will frequently send out surveys that asks our customers
how our product is working and what they are looking for that is not being offered. We
will provide a discount for their next purchase to provide an incentive for a response. It
will be the job of R&D to incorporate these responses into our new products.
 Public Relation – Contact with our no texting foundation that will choose will be
imperative to make sure that each decision they make is consistent with our beliefs. In
addition our company must deal with the press that we receive both good and bad to
allow for successful growth.
 Manufacturing Responsibility- PicTech will be in continuous contact with our
manufacturer to make sure standards are met and the best product is being produced.
Front Stage (What Consumers See and Experience)
 Customer Service – PicTech will provide a telephone number that will be listed on the
website and all of our social media pages for consumers to call for any questions or
comments about the product.
 Social Media – Our Company understands that social media will be a vital tool for
communication with our target market. It will be imperative for our office to stay
updated with what our consumers are saying about our product on social media sites.
This position will work with our customer service position to solve problems with
consumers as they arrive. In addition we will use social media to proactively search for
new consumers, which will require creative ideas.
 Promotional Tools – Other promotional tools will be used to spread our companies name
out to the public. The product will be displayed at various trade shows and cell phone
conventions.
 Distribution – Our Company will be in contact with all of our distributors. This
employee will be in charge of contracts with current distributors as well as actively
searching for new locations where our product will sell successfully. This will require
multiple phone calls as well as face-to-face meetings to make sure the product is being
presented correctly to our standards.
 Training Programs – Sales representatives at our distribution centers must be trained on
all the features of our products to explain the benefits to our customers. Training
programs will be administered by an individual from our company to make sure
consistent standards are set for each of our distributers.
Inventory
PicTech will not have inventory of our Castle phone cases as all sales will be done through a
distributor.

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Hours of Operations
PicTech will be open with a staffed office building every Monday thru Friday from 9am to 5pm.
Our management positions will be expected to work from 9am-5pm completing their duties.
Additional hours may be required to attend promotional events, or sales calls and meetings. In
addition we will also employ a customer service hotline staffed with an employee to assist with
any problems that may arise with the product. This position will work the same 9am-5pm hourly
schedules from Monday thru Friday as well as 12pm-5pm on Saturday.
Operations Flow Diagram

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Our operations flow is shown above explaining the steps taken to produce each Castle phone
case. PicTech will design the protective case with the LCD screen on the back. After that the
design will be sent to our manufacturer Shenzen in China. Shenzen will create the product set
but our design and standards. From there Shenzen will ship the products directly to the retailers
who agreed to sell the case. Upon purchase the case will be assembled and used by the
customers.
Business Location
PicTech will operate from a single building at 520 Freedom Business Drive in King Of Prussia,
PA. This location is right outside the University heavy Philadelphia area. Approximately 90
colleges and universities in Greater Philadelphia provide higher education for roughly 368,000
full and part-time students.28 This provides us with a variety of potential consumers.
Advantages of Location
 Ideal Community – King of Prussia is a historic city that is experiencing continued
growth. The King of Prussia mall, which is the largest mall in terms of size and space, is
located here. This brings numerous tourists and shoppers to the aware every year.
 Suburb of Philadelphia – Our location is less than thirty minutes from the City of
Philadelphia. This allows our company to enjoy the benefits of a city life with a variety
of customers but be able to run our operations in a nice community setting.
 Ideal Transportation – Due to the popularity of the mall our company will have easy
access to many transportation services. Currently four major highways meet in the center
of King of Prussia. In addition there is easy access to trains and buses both for our use
and for customers to travel on.
 Proximity to Universities – Our location is within driving distance of over fifty plus
Colleges and Universities. This will provide us with easy access to a large potential
market.
 Established Business District – The King of Prussia area has long established itself as a
place for business. There are over one hundred stores to shop in the area, which draws
potential consumers to the area. Multiple stores are technology stores that our product
could move into as the company grows. 29
Facilities and Equipment
Office
28 "Welcome to Greater Philadelphia." Colleges & Universities -Web.
29 "Information for King of Prussia, PA & Surrounding Areas. Featuring Information about Shopping, the Mall, Dining,
Entertainment, Visiting or Moving to King of Prussia, Pennsylvania." Information for King of Prussia, PA &
Surrounding Areas. Featuring Information about Shopping, the Mall, Dining, Entertainment, Visiting or Moving to King
of Prussia, Pennsylvania.

37 | P a g e
PicTech will have an office building located at 630 Freedom Business Center Drive King of
Prussia, PA 19406. The office is in a prime location as PicTech plans to sell its products in this
area. . The office will be 1800 sq. feet which will be large enough to accompany the PicTech
startup business. Accommodations include a receptionist, conference rooms, and continuous IT
maintenance and support. 30
Manufacturer
PicTech has decided to use Shenzhen TVC-Mall Co. Ltd to manufacture the company’s
products. The company is located at Rm 1108-1110, A tower, Shenfang Building, Huaqiangbei
Rd, Futian District, Shenzhen, China 518031. They specialize in making cell phone accessories
and parts.
Why the Manufacturer was Chosen
The objective of PicTech was to find a manufacturer who could produce our cell phone case at
the highest quality and for the price that the company was comfortable with in our to reach their
target market.
 Order Quantity. Shenzhen TVC-Mall Co. Ltd is able to produce up to 12,000 products
per month. This quantity allows PicTech to grow at its own pace while having high
confidence that the manufacturer will always be able to keep up with demand.
 Expertize. Shenzhen has the experience and knowledge to produce cell phone products at
a high quality while meeting deadlines. With these characteristics PicTech believes that
the manufacturer will be able to handle any orders.
 Main Market. Shenzhen main market in North America where they conduct 25% of
business which gives them plenty of experience in this market.
 Price. The price to manufacture with Shenzen was very reasonable compared to other
manufactures in the industry.
 Research & Development. Shenzhen includes a team of 20 engineers that are available
for research and development which will help improve PicTech technology in an industry
that relies heavily on technology advancements. 31
Distribution
PicTech will begin selling cellphone cases in the universities book stores and local Verizon
stores. Some of the Verizon stores in Philadelphia, Pennsylvania have agreed to work with
PicTech on a trial basis to sell the cases and see how well the product will do on the shelves.
PicTech will focus on distribution where it is most visible to the target market.
30 "King of Prussia Executive Suites." Craigslist. February 3, 2014. Accessed April 07, 2014.
http://philadelphia.craigslist.org/off/4384228281.html.
31 "Shenzhen TVC-MALL Co., Ltd." Alibaba. Accessed April 07, 2014. http://tvcmall.en.alibaba.com/contactinfo.html.

38 | P a g e
Development Status and Tasks
Timeline
If funding is obtained, PicTech will launch on January 1, 2015. The following milestones have
been completed and remain to be completed to open the office and allow Shenzhen TVC-Mall
Co. LTD to start production.
Completed Milestones
January, 2014
- Completed first screen assessment
- Organized concept statement after doing research
February, 2014
- Gathered feedback about concept statement from professionals in the industry
- Wrote company description
- Created a consumer survey
- Sent survey to individuals in the target market
- Created an analysis report detailing the responses from the consumer survey
- Conducted industry and market analysis
- Developed a marketing plan for the product
March, 2014
- Organized a management plan for the company
- Developed an operations plan
- Develop future projected financial statements for the company
April, 2014
- Complete executive summary
- Create a draft of the completed business plan
- Present complete business plan to a staff of experts
Milestones to Be Completed
May, 2014
- Find an investor willing to help the company
- Contact manufacturer to discuss design idea
June – October, 2014
- Meet with manufacturer in China
- Test sample product
- Contact and meet with distributors to sell product
November - December, 2014
- Begin implementing marketing plan
- Lease out office building for management team
January- 2015
- Open management office
- Product at manufacturing facility will begin

39 | P a g e
Challenges and Risks
The following changes and risks are associated with PicTech televisions:
 Not exceeding Budget – Since we are only in the startup stages of our company, we are
presented with a challenge of spending money. We cannot stray away from our budgeted
plan in order to keep our business running.
 Software Glitches – Any type of technology that is put into technology always has the
chance for glitches to operation. Our company will work hard to keep these
unforeseeable breakdowns from even happening.
 New Phone Designs – Cell phones change shapes and size every year so one case may
not fit new types of phones. Our department will work hard with our manufacturer to
ensure that our design is always up to date with the current popular types of phones.
PicTech is confident that its product and company has the abilities to keep these issues at a
minimum and solve any problems that arise quickly and efficiency.
Costs
Designed and Development Budge
The budget associated to bring PicTech to its opening date is as follows:
Items
Office and Computer Equipment $10,000
Sales and Marketing Materials $26,740
Patent Cost32 $7,000
Trademark Cost $225
Total $43,965
Intellectual Property
 Utility Patent – PicTech has filed for a patent for its cell phone case that includes an
LCD screen.
 Trademarks – All of PicTech’s distinctive logos, and taglines, have been trademarked.
32 "File Online." File Online. Accessed January 10, 2014. http://www.uspto.gov/patents/process/file/.

40 | P a g e
Financial Projections
Source and Uses ofFunds
Sources
Management Team Investment $ 180,000
Total Funds Committed $ 180,000
Total Funds Required $ 211,057
Total Funds Neededfrom an Equity
Investor
$ 31,057
Costs
Attorney Fees $ 5,000
Office Equipment $ 10,000
Marketing $ 26,740
Office Lease $ 7,092
Supplies $ 5,000
Patent $ 7,000
Trademark $ 225
Cash to Cover First Year Loss $ 150,000
Total Costs $ 211,057
Assumptions
Income Statements
1. Sales forecasts are based on the analysis in the “market analysis” of our plan. Sales are
expected to increase by % over the next three years.
2. Cost of Goods Sold: 32.47% which his based upon the industry average.
3. Compensation of the management team is described in “Ownership & Compensation”
section of our plan.
4. Employee benefits are estimated at 26% of salary.
5. Marketing expenses are based on the marketing budget section of the plan.
6. Payroll taxes are 9% of wages.
7. Depreciation is computed on a straight-line basis. Useful life of the equipment is 10
years.
8. Supplies include pencil, pens, business cards, etc.
Balance Sheet

41 | P a g e
1. Depreciable equipment is office items.
2. Patents are amortized over three years.
January February March April May June July August September October November December Totals
Unit Sales 168$ 269$ 279$ 265$ 330$ 356$ 403$ 506$ 702$ 813$ 4091
Wholesale Price 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$
Gross Sales -$ -$ 8,400$ 13,450$ 13,950$ 13,250$ 16,500$ 17,800$ 20,150$ 25,300$ 35,100$ 40,650$ 204,550$
Returns and Allowances -$ -$ 84$ 135$ 140$ 133$ 165$ 178$ 202$ 253$ 351$ 407$ 2,046$
Cost of Goods Sold -$ -$ 2,727$ 4,367$ 4,530$ 4,302$ 5,358$ 5,780$ 6,543$ 8,215$ 11,397$ 13,199$ 66,417$
Gross Profit -$ -$ 5,589$ 8,948$ 9,281$ 8,815$ 10,977$ 11,842$ 13,406$ 16,832$ 23,352$ 27,044$ 136,087$
Expenses - General
& Administrative
Salary Expense 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 135,000$
Payroll Taxes 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 12,150$
Employee Benefits 975$ 975$ 975$ 975$ 975$ 975$ 975$ 975$ 975$ 975$ 975$ 975$ 11,700$
Rent Expense 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 7,092$
Insurance Expense 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 100$ 1,200$
Amortization Expense 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 2,333$
Depreciation 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 1,000$
Marketing 2,228$ 2,228$ 1,965$ 1,987$ 1,325$ 2,228$ 2,960$ 3,008$ 3,199$ 5,611$ 26,740$
Supplies 1,000$ 247$ 269$ 269$ 302$ 301$ 417$ 428$ 417$ 489$ 462$ 400$ 5,000$
Organizational Cost 7,225$ 7,225$
Legal Expenses 5,000$ 5,000$
Total Expenses 27,431$ 14,453$ 16,704$ 16,704$ 16,473$ 16,494$ 15,948$ 16,863$ 17,583$ 17,703$ 17,867$ 20,217$ 214,441$
Net Income (27,431)$ (14,453)$ (11,115)$ (7,755)$ (7,192)$ (7,679)$ (4,970)$ (5,020)$ (4,177)$ (871)$ 5,485$ 6,827$ (78,354)$
Income Statement
PicTech
Year Ended 2015
Unit Sales 645$ 632$ 534$ 426$ 405$ 368$ 361$ 301$ 330$ 404$ 652$ 808$ 5,866$
Wholesale Price 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$
Gross Sales 32,250$ 31,600$ 26,700$ 21,300$ 20,250$ 18,400$ 18,050$ 15,050$ 16,500$ 20,200$ 32,600$ 40,400$ 293,300$
Returns and Allowances 323$ 316$ 267$ 213$ 203$ 184$ 181$ 151$ 165$ 202$ 326$ 404$ 2,933$
Cost of Goods Sold 10,472$ 10,261$ 8,669$ 6,916$ 6,575$ 5,974$ 5,861$ 4,887$ 5,358$ 6,559$ 10,585$ 13,118$ 95,235$
Gross Profit 21,456$ 21,023$ 17,764$ 14,171$ 13,472$ 12,242$ 12,009$ 10,013$ 10,977$ 13,439$ 21,689$ 26,878$ 195,132$
Expenses - General
& Administrative
SalaryExpese 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 135,000$
Payroll Taxes 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 12,150$
Rent Expense 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 7,092$
Depreciation 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 1,000$
Marketing 3,001$ 2,202$ 2,001$ 2,001$ 1,355$ 1,221$ 1,322$ 1,320$ 1,369$ 2,350$ 3,100$ 5,498$ 26,740$
Supplies 400$ 468$ 423$ 489$ 400$ 396$ 344$ 216$ 300$ 489$ 516$ 559$ 5,000$
Total Expenses 17,607$ 16,876$ 16,630$ 16,696$ 15,961$ 15,823$ 15,872$ 15,742$ 15,875$ 17,045$ 17,822$ 20,263$ 202,215$
Net Income 3,849$ 4,147$ 1,133$ (2,525)$ (2,489)$ (3,582)$ (3,864)$ (5,730)$ (4,898)$ (3,606)$ 3,867$ 6,615$ (7,083)$
Income Statement
PicTech
Year Ended 2016

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Unit Sales 650 545 523 532 512 503 625 658 705 833 936 1253 7,625$
Wholesale Price 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$ 50$
Gross Sales 32,500$ 27,250$ 26,150$ 26,600$ 25,600$ 25,150$ 31,250$ 32,900$ 35,250$ 41,650$ 46,800$ 62,650$ 413,750$
Returns and Allowances 325$ 273$ 262$ 266$ 256$ 252$ 313$ 329$ 353$ 417$ 468$ 627$ 4,138$
Cost of Goods Sold 10,553$ 8,848$ 8,491$ 8,637$ 8,312$ 8,166$ 10,147$ 10,683$ 11,446$ 13,524$ 15,196$ 20,342$ 134,345$
Gross Profit 21,622$ 18,129$ 17,398$ 17,697$ 17,032$ 16,732$ 20,791$ 21,888$ 23,452$ 27,710$ 31,136$ 41,681$ 275,268$
Expenses - General
& Administrative
Salary Expese 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 11,250$ 135,000$
Payroll Taxes 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 1,013$ 12,150$
Rent Expense 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 591$ 7,092$
Depreciation 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 1,000$
Marketing 2,228$ 2,001$ 1,990$ 1,804$ 1,700$ 1,036$ 1,456$ 1,468$ 1,579$ 2,369$ 3,106$ 6,003$ 26,740$
Supplies 423$ 401$ 328$ 369$ 417$ 403$ 402$ 401$ 417$ 402$ 489$ 549$ 5,000$
Total Expenses 16,858$ 16,608$ 16,524$ 16,379$ 16,323$ 15,645$ 16,064$ 16,075$ 16,202$ 16,977$ 17,801$ 20,758$ 202,216$
Net Income 4,765$ 1,521$ 873$ 1,318$ 709$ 1,087$ 4,726$ 5,813$ 7,250$ 10,732$ 13,335$ 20,923$ 73,052$
Year Ended 2017
PicTech
Income Statement

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12/1/2015 12/31/2015 12/31/2016 12/31/2017
Assets:
Currest Assets
Cash 225,000$ 127,755$ 124,005$ 200,391$
Other Currest Assets 5,000$ 5,000$ 5,000$
Total Current Assets 225,000$ 132,755$ 129,005$ 205,391$
Fixed Assets
Equipment 10,000$ 10,000$ 10,000$
Less Accum Depre (1,000)$ (2,000)$ (3,000)$
Intangible Assets
Patents 7,000$ 7,000$ 7,000$
Less Amortization (2,333)$ (4,667)$ (7,000)$
Trademarks 225$ 225$ 225$
Total Noncurrent Assets -$ 13,892$ 10,558$ 7,225$
Total Assets 225,000$ 146,646$ 139,564$ 212,616$
Liabilities
Shareholders Equity
Contributed Capital 225,000$ 225,000$ 225,000$ 225,000$
Retained Earnings (78,354)$ (85,436)$ (12,384)$
Total Liabilites and SHE 225,000$ 146,646$ 139,564$ 212,616$
PicTech
Balance Sheet

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January February March April May June July August September October November December
Cash Balance Beginning of Month 212,775$ 175,622$ 161,446$ 150,609$ 143,131$ 136,217$ 128,815$ 124,123$ 119,380$ 115,481$ 114,887$ 120,650$
Cash Flow From Operating Activities
Net Income (27,431)$ (14,453)$ (11,115)$ (7,755)$ (7,192)$ (7,679)$ (4,970)$ (5,020)$ (4,177)$ (871)$ 5,485$ 6,827$
Additions
Increase in Amortization 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$
Depreciation 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$
Investing Activities
Equipment 10,000$
Cash Flow From Financing
Cash Balance 175,622$ 161,446$ 150,609$ 143,131$ 136,217$ 128,815$ 124,123$ 119,380$ 115,481$ 114,887$ 120,650$ 127,755$
Year Ended 2015
Statement of Cash Flows
PicTech
Net Income 3,849$ 4,147$ 1,133$ (2,525)$ (2,489)$ (3,582)$ (3,864)$ (5,730)$ (4,898)$ (3,606)$ 3,867$ 6,615$
Additions
Increase in Expenses 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$
Depreciation 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$
Cash Balance 131,881$ 136,306$ 137,717$ 135,470$ 133,258$ 129,954$ 126,369$ 120,917$ 116,297$ 112,968$ 117,113$ 124,005$
Year Ended 2016
Net Income 4,765$ 1,521$ 873$ 1,318$ 709$ 1,087$ 4,726$ 5,813$ 7,250$ 10,732$ 13,335$ 20,923$
Additions
Increase in Expenses 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$ 194$
Depreciation 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$ 83$
Cash Balance 129,048$ 130,847$ 131,998$ 133,593$ 134,580$ 135,945$ 140,949$ 147,040$ 154,567$ 165,577$ 179,190$ 200,391$
Statement of Cash Flow
PicTech
Year Ended 2017

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Appendix A
PicTech Concept Statement: New Product Castle Case
Product
Castle is a cellphone case that will transform the exterior look of any smartphone. This case features an
LCD screen that will allow the user to display any photo desired which can reflect their personality,
lifestyle, and interests while protecting the phone. The case uses Bluetooth technology making the
process simplistic, fast, and fun for the user to change the image.
Target Market
PicTech will be targeting 18-24 year old consumers to sell our product to. Our location in Philadelphia,
Pennsylvania is home to 50 plus colleges and universities that will provide PicTech with plenty of
potential consumers in the desired age range. Despite the electronics accessories industry traveling on a
decline, due to outdated products such as computer keyboards and mice, the target industry of mobile
phones continues to perform well. Castle is an innovative product that can take advantage of this decline.
A study found that 9 out of 10 people currently use a cellphone. On top of that our research found that in
2012 teenagers who are now aging into our target market spent $4.8 billion on technology related items.
We believe that our company will be able to take advantage of this statistic for years to come. Current
manufacturers of cellphone cases are not able to keep up with our target markets latest desire for the new
trend and growing interest in self-expression and personalization which is why Castle is the perfect
product for this task.
HowPicTech Will Be Positioned Relative to Competitors
Castle will be the only cellphone case available that not only offers protection for a cellphone but also
offers the freedom to change the style of the cellphone case. Its quality of protection will be equal to the
main competitor of Otterbox, but our product will have the ability to be personalized at will. Our focus is
to cater to the ever changing taste of young adults by offering a product that can be personalized by the
consumer.
Management
PicTech is led by its cofounders, Kabongo Bukasa,Matthew McGinley, Connor McNiff, and Justin
Miller. Bukasa and Miller will lead the management team with their degrees in Business Administration:
Management. McGinley will lead the accounting department with a degree in Accounting and Business
Administration: Finance. McNiff will head the marketing team with a degree in Business Administration:
Marketing.

46 | P a g e
Appendix B
First Screen
Part 1: Strength of the Business Idea
For each item, circle the most appropriate answer and make note of the (-1), (0), or (+1) score.
Low Potential (-1) Moderate Potential
(0)
High Potential (+1)
1. Extent to which the idea:
 Takes advantage of
an environmental
trend
 Solves a problem
 Addresses and
unfilled gap in the
marketplace
Weak Moderate Strong
2. Timeliness of entry to
market
Not timely Moderately timely Very timely
3. Extent to which the idea
“adds value” for its buyer or
end user
Low Medium High
4. Extent to which the
customer is satisfied by
competing products that are
already available
Very satisfied Moderately
satisfied
Not very satisfied or
ambivalent
5. Degree to which the idea
requires customers to change
their basic practices or
behaviors
Substantial
changes
required
Moderate changes
required
Small to no changes
required
Our product idea is fully taking advantage of an environmental trend. Nine out of ten Americans
currently own a cell phone this provides us with plenty of potential customers.33
We also understand that
many young adults have the desire to express themselves and personalize products that they own. Our
phone case will allow them to do this but give them the option to change the image or graphic whenever
they want. This solves the problem of forcing consumers to buy a new case when they want a change.
As mentioned above our entry to the market is perfect with nine out of ten Americans owning a phone.
Potential competitors may have struggled in the past when the number owning a phone was lower. It is
our belief that with such a high number of potential consumers combined with the technology that is
33 "Increasingly Plugged in Cell Phone Users Spell Opportunity." Home Textiles Today, 2010.

47 | P a g e
available our case will be welcomed by our target market. The wireless telecommunications industry is
steady and expected to increase in the future which will help our company grow.
Young adults today more than ever have the desire to bring their own style to products that they own.
Mobile phones and their accessories are seen as way more than just a form of communication. One
article we found through our research describes cellphones as “trendy and talks about the importance of
identity.34
Our product will allow the consumers to change the image that is displayed to match their
current style and even beliefs. This benefit is not offered by any competing product.
Our belief is that customer will have to change their behavior in a small way. But the change will only be
in the added benefit that our product brings them. The protection that they receive from the case will
bring no added change in behavior. Similarly there will be no change in how the consumer carries or uses
the phone once it is in the case. The only change is that our product offers them the ability to sync their
pictures through Bluetooth to be displayed on the back of the case.
Part 2: Industry-Related Issues
Low Potential (-1) Moderate Potential (0) High Potential (+1)
1. Number of
competitors
Many Few None
2. Stage of industry
life cycle
Maturity phase or
decline phase
Growth phase Emergence phase
3. Growth rate of
industry
Little or no growth Moderate growth Strong growth
4. Importance of
industry’s products
and/or services to
customers
“Ambivalent’ “Would like to have” “Must have”
5. Industry operating
margins
Low Moderate High
The number of competitors in our industry is very low. As for our product design we are the
only ones in the industry that would currently offer this type of product. Our competitors
however would be the typical phone case manufacturers especially Calypso and Otterbox who is
the leader in that market.
The stage of this specific industry is in a decline phase. This industry however is very broad
when it comes to the products that are manufactured. These products range from keyboards to
many other devices that are made inside of computers. Our target industry however is expected
to grow by 8.1% by the year 2017 and this industry is currently worth $185.6 billion.35
34 Susan Davis WebMD. "When Is Your Child Ready to Have Their Own Cell Phone." WebMD.
35
"Computer Peripheral Equipment Manufacturing." Hoovers. Accessed January 28, 2014.

48 | P a g e
The telecommunication industry is very important to customers. Who doesn’t have own a cell
phone that we know of? Today 9 out of 10 people currently own a cell phone and trends in
smartphones and other gadgets there always seems to be a must have product.
Part 3: Target Market and Customer-Related Issues
Low Potential (-1) Moderate Potential
(0)
High Potential (+)
1. Identification of
target market for the
proposed new
venture
Difficult to identify May be able to
identify
Identified
2. Ability to create
“barriers to entry” for
potential competitors
Unable to create May or may not be
able to create
Can create
3. Purchasing power
of customers
Low Moderate High
4. Ease of making
customers aware of
the new product or
service
Low Moderate High
5. Growth potential
of target market
Low Moderate High
Please explain how you reached the above conclusions. Do not forget to include citations.
Our target market will be consumers between the age of 18 and 24. We chose this group, as they
are the average age of college students. We believe that our product will reach other groups but
want to focus on this age group. Our research has shown that today, nine out of ten Americans
has a cell phone. Which means our target market will need cases for their phones. According to
the census data there are over one million people between 18 and 25 who live in Philadelphia36,
which is geographically where we will be located. This location is based on the fact that there
are 50 plus colleges in the area that we will market our product to. These college students are
interested in self-expression and personalization. One article we found in our research explains
that young adults today are more in-tune with their “own style” that in any previous generation.37
This is a feature that our product will offer our target market that no other product does.
Our company is a bringing a brand new twist to a product that millions use every day. We
believe that since we are the first to offer a digital frame on the back of a camera we will gain a
first-mover advantage and technological leadership. We will gain a significant competitive
advantage by instilling our name in consumer’s minds.
36 "American FactFinder - Results ." American FactFinder - Results . Accessed January 25, 2014.
37 Davie, Ronald. "Mobile Phone Ownership and Usage among Pre-adolescents." ScienceDirect. November 2004

49 | P a g e
In 2012 teenagers and young adults spent $4.8 billion on technology related items.38 In addition
to this recent census data has determined that 71% of the nations 19.7 million college students
were doing working in some industry in 2011.39 This research proves that our target market is
willing to buy technology products and have the capital to purchase them.
Our target market is young adults who are ever increasingly communicating via social
networking sites. We will use this to our advantage. A study by the Journal of advertising
research showed that social media played many important rolls in purchasing decisions,
including about 20 % who said that social media “introduced me to a brand or product that I
didn’t know about”.40 We believe that a successful social media campaign will inform and
ultimately persuade our target market to purchase our product.
The fact that nine out of ten Americans own a cell phone really excites us and allows us to
believe that we can expand our target market in the future to include older Americans as well.
Our research shows that women in particular have an interest in technology as well, last year
spending $54 billion on technology. 41
Part 4: Founder - (or Founders-) RelatedIssues
Low Potential (-
1)
Moderate Potential (0) High Potential (-1)
1. Founder or founders
experience in the industry
No experience Moderate experience Experienced
2. Founder or founders
skills as they relate to the
proposed new venture’s
product or service
No skills Moderate skills Skilled
3. Extent of the founder or
founders professional and
social networks in the
relevant industry
None Moderate Extensive
4. Extent to which the
proposed new venture
meets the founder or
founders goals and
aspirations
Weak Moderate Strong
38 "Increasingly Plugged in Cell Phone Users Spell Opportunity." HomeTextiles Today, 2010.
39 "The Employment Situation - December 2013." Bureau Of Labor Statistics U.S. Department of Labor.
40 Hanley, Michael, and Michael Becker. ""CELL PHONE USAGE AND ADVERTISING ACCEPTANCE AMONG COLLEGE
STUDENTS: A FOUR-YEAR ANALYSIS.""
41
Lefebvre, Craig. "The New Technology: The Consumer as Participant Rather than Target Audience."

50 | P a g e
5. Likelihood that a team
can be put together to
launch and grow the new
venture
Unlikely Moderate likely Very likely
Although we are not true experts in the creation of cell phone cases, we are very experienced in
cell phones case usage and know the importance of protecting and authenticating ones’ cell
phone.
Today people are using cell phones at extremely young ages. In fact, learning how to use a cell
phone is as common as learning how to ride a bike. Cell phones are as personal to an individual
today as owning a bike was to an individual in the past. We as a team have the skills and the
experience to understand the importance of having a personalized case as we all own cell phone
cases at a young age.
We are very knowledgeable with the importance of our product in today’s society. A cell phone
represents an important part of identifying who the person is and allowing a person to express
them through our product.
Our goals are to allow the owners of a cell phone to change the appearance and express their
identity through our phone case with relative ease based upon their taste and personal preference,
and to help our customers protect one of their most valued assets. In doing this we believe our
idea will be profitably down the road which is the main reason why all of us are in business.
We believe that it is very likely to create a team that will be able to launch and grow in the
venture of a personalized cell case. All of our team members were a part of a collegiate sports
program so we all value the concept of teamwork. We have the young minds and drive to see our
business goals through into the future.
Part 5: Financial Issues
Low Potential (-1) Moderate Potential (0) High Potential (+)
1. Initial capital
investment
High Moderate Low
2. Number of revenue
drivers (ways in
which the company
makes money)
One Two or three More than three

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3. Time to break even More than two years One to two years Less than one year
4. Financial
performance of
similar businesses
Weak Modest Strong
5. Ability to fund
initial product (or
service) development
and/or initial startup
expenses from
personal funds or via
bootstrapping
Low Moderate High
Our product figures to range in the $60 selling price area at the current moment. These
estimations are based off of how a similar larger product sells for (Kodak Digital Photo frame)
and cost per parts of the IPhone. Our product is not estimated in the hundreds of dollars or down
in single digits so that’s why we believe it is moderate initial capital investment.
Our main revenue driver would be from sales of online customers. From selling our product
online we would hope to gain recognition and be able to sell in Wireless phone carrier stores
such as At&t, Verizon, T-Mobile, etc. We believe our time to break even would be in 1-2 years.
Otterbox who is powerhouse in the cell phone case market took over 10 years till they were well
known. 42 They also started their business in 1998 when not many people at all owned cell
phones. With mostly everyone today owning a cell phone we believe our product will be able to
turn heads fairly quickly but understand that good things do take some time and experience.
The main performer similar to our business is Otterbox. They have annual sales around $340
million43 which gives us high optimism towards our product being successful.
Overall Potential
Score (-5 to +1) Overall Potential of the
business Idea Based on Each
Part
Suggestions for Improving the
Potential
Part 1: Strength of Business
Idea
High Potential 
Moderate Potential 
Low Potential 
Part 2: Industry - Related
Issues
High Potential 
Target industry has high
potential.
42 "Our Story." Otterbox. Accessed January 30, 2014. http://www.otterbox.com/our-story/our-story
43 "Hoover's." Otter Products, LLC. Accessed February 1, 2014.

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Low Potential 
Part 3: Target Market and
Customer-Related Issues
High Potential 
Low Potential 
Part 4: Founder- (or Founders-
) Related Issues
High Potential 
Low Potential 
Part 5: Financial Issues High Potential 
Low Potential 
Overall Assessment High Potential 
Low Potential 

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Appendix C
Kimberlee Josephson:LycomingCollege –Advisorfor BusinessPlan
What do youlike aboutthe product?
 Creative, unique, leverages existing technology.
 Customization is attractive for the target market.
What don't youlike aboutthe productand whatchangeswouldyoumake if any?
 Actually I’m not a huge fan of the name. It reminds me of the tv show of the same title
(although I have never watched Castle). Also, it’s just not that rugged sounding and
somewhat archaic.
o This is just my personal opinion though. I’m not your target market so my opinion
may be irrelevant. Another word though that came to mind which means essentially
the same thing is “Citadel” (means a fortress protecting a town or city – which is
somewhat more applicable to your case since it is protecting “your own little world”
rather than a castle which pertains more to housing nobility)
 I’m still not sure how you will compete with competitors… particularly “new entrants to
the market” – what if Otterbox offered the same feature?
Do youthinkthe product isfeasible?
 I do think it’s feasible, I actually could see it in the marketplace.
 Concerned with how this product is charged and how long it lasts. If I have an image
featured on it – will it last all day?
Other Comments
Alsoconcernedwithhowyouguarantee the product – what isyourwarranty policy?
Emmanuel Brown: Best Buy - Manager
What do you like about the product?
• Love the idea around having a case that a customer can personalize and your target range of 18-
25.
• Cases protection is going to be equal to otter box.
• Location of where the product will be launched.
What don't youlike aboutthe productand whatchangeswouldyoumake if any?
• Bluetooth could cause a problem with phones battery life. " Is the Case also going to include a
charging option like a mophie case?"
• Even though I liked the idea of having a case as good as otter box. I'm worried about what the
size and weight of the case would be.
• What is the price range for this product ? Customers love buying new cases but this idea
technology wise would seem to put the cost over what your target range could afford enough to

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