行動QR便利貼創業計畫 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 政治大. Master’s Thesis. 學. ‧ 國. 立碩士論文. ‧ y. Nat. er. io. sit. 行動QR便利貼創業計畫 n. aMobile l C QR Stickern i v hengchi U Student: Carol Chen. Advisor: Professor Jack Wu. 中華民國一○四年一月 January 2015.

(2) 行動QR便利貼創業計畫 Mobile QR Sticker. 研究生：陳琬琳. Student: Carol Chen. 指導教授：吳文傑. 立. Advisor: Jack Wu. 政治大. ‧ 國. 學. 國立政治大學. 商學院國際經營管理英語碩士學位學程. ‧. 碩士論文. er. io. sit. y. Nat. A Thesis. n. Submitted a to International MBA Program v. i l C n NationalhChengchi University engchi U. in partial fulfilment of the Requirements for the degree of Master in Business Administration. 中華民國一○四年一月 January 2015.

(3) Acknowledgements. I would like love to express my sincere gratitude to my advisor, Professor Jack Wu. He has always been like a supportive friend and a patient mentor guiding me with care. On top of that, He is a knowledgeable mentor, and inspires me to think in a different way, both in class and during the guidance of business plan.. 政治大 between work and school is challenging, especially for a student from Taichung. But I am 立 convinced it is worthwhile. It not only broadens my knowledge, but also develops my I also want to thanks IMBA program as a whole. It was a fruitful time to me. To strike balance. ‧ 國. 學. thinking logic. Special thanks to LiChi. She is unbelievable and has been playing a very supportive role to ease our burden.. ‧. Two years and half, I feel grateful with supports from family and friends. Without that, I. sit. y. Nat. cannot persist till this far. All the knowledge and attitudes learned from this program will be. io. n. al. er. always kept in my mind!. Ch. engchi. i. i n U. v.

(4) 1. Table of Contents 1.. Executive Summary .............................................................................................................. 1 1.1. Mission Statement ............................................................................................................ 3 1.2. Objectives ......................................................................................................................... 3 1.3. Keys to Success ................................................................................................................ 4. 2. Company .................................................................................................................................... 6. 治政 2.1. Company Overview.......................................................................................................... 6 大立 ‧ 國. 學. 2.2. Company Ownership ........................................................................................................ 6 2.3. Locations and Facilities .................................................................................................... 6. ‧. 3. Products and Services ............................................................................................................... 7. sit. y. Nat. io. al. er. 3.1. Products & Services ......................................................................................................... 7. v. n. 3.2. Value Propositions ........................................................................................................... 9. Ch. engchi. i n U. 3.3. Future Services ............................................................................................................... 12 4. Market Analysis ....................................................................................................................... 13 4.1. Market Trend .................................................................................................................. 13 4.2. Market Prospect.............................................................................................................. 16 4.3. Key Customers ............................................................................................................... 20 4.4. Competitors .................................................................................................................... 22 5. Strategy and Implementation ................................................................................................. 24 ii.

(5) 5.1. Key Partner ..................................................................................................................... 24 5.2. Pricing Strategy .............................................................................................................. 24 5.3. Sales and Promotion Strategy ........................................................................................ 26 6. Management Summary ........................................................................................................... 28 6.1. Organization Structure ................................................................................................... 28 6.2. Management Team ......................................................................................................... 28. 政治大 6.3. Personnel Plan ................................................................................................................ 29 立. ‧ 國. 學. 7. Financial Plan .......................................................................................................................... 30 7.1. Cost Structure ................................................................................................................. 30. ‧. 7.2. Revenue & Margin ......................................................................................................... 31. sit. y. Nat. io. n. al. er. 7.3. Budget ............................................................................................................................ 32. i n U. v. 8. Financial Statements ............................................................................................................... 33. Ch. engchi. 8.1. Twelve-month profit and loss projection ....................................................................... 33 8.2. Three-year profit and loss projection ............................................................................. 34 8.3. Twelve-month Cash flow ............................................................................................... 35 9. Reference .................................................................................................................................. 36. iii.

(6) 1. Executive Summary Mobile QR Corporate make QR Stickers. Literally, QR Sticker, it is a sticker, and it is a QR code. Yet, a QR Sticker carries not only the convenience of a sticker, but also various services and information that further transcends a traditional QR code. Mobile QR Corporate start the product assortment from 4 types of QR Stickers: Wedding Card QR Sticker, Photo Share QR Sticker on Postcard, Business Card QR Sticker, and To-Go Order QR Sticker. There are 2 key features that make QR Stickers different from regular QR Codes: Mobility and Platform. Mobility: He/she does not need a computer to create a QR Sticker (while an original QR code. 治政大 people can only “PRINT” QR Take Business Card QR Sticker as an example: Nowadays, 立 code on business cards in advance. Once printed, it means that the information is fixed and does). Instead, QR Stickers can be carried to anywhere and used anytime when he/she wants.. ‧ 國. 學. cannot change unless re-print. QR Stickers solve this problem. Firstly, information can be changed anytime. Secondly, people can paste different QR Stickers that shows different. ‧. information depending on business needs.. sit. y. Nat. Another example is the Photo Share QR Sticker on postcard: He/she can purchase this QR Sticker and bring it abroad. In this way, your friends/family will receive a photo along with a. io. n. al. er. postcard. This certainly has a different meaning from seeing photos on Facebook, which is not. i n U. v. exclusive. Nowadays, a postcard only carries words. Or, people do not have resource/time to. Ch. engchi. print a photo out to send during traveling. QR Stickers can solve both problems. Platform: Each QR Stickers is given a platform by Mobile QR Corporate. It is the platform that provides various services to each type of QR Stickers. Unlike traditional QR codes only purely provide information. The platform creates values that differentiate QR Stickers from QR code. For example, Wedding Card QR Stickers allow new couples to consolidate participation, while To-Go Order QR Stickers allow people to make an order.. Mobile QR Corporate is a B2B business model. Agents, factories, retailers, and small businesses are our key customers, as well as key partners. More than just transaction in 1.

(7) between, Mobile QR Corporate will discuss promotion strategy with key customers in order to expand market and benefit each other. Although currently no identical product exists in the market, Mobile QR Corporate understand there is little entry barrier to this industry. Thus, there are few strategies to react against this challenge: . B2B business model to penetrate the market quickly. . Partnership with our key customers. . Focused promotion toward key customers. 政治大 Not identical, yet, there are many similar products to QR Stickers and most of them are free. 立 Why QR Stickers? It is because QR Sticker is an offline-to-online bridge and provides. ‧ 國. 學. mobility that nothing else can transcend.. Stickers:. ‧. Mobile QR Corporate apply market penetration pricing as considering below attributes of QR. y. Nat. b. Benefit from economies of scale. al. er. io. sit. a. High elasticity. d. Low new entry barrier. n. c. Low technology level. Ch. engchi. i n U. v. Meanwhile, Mobile QR Corporate will also apply price discrimination among 4 types of QR Stickers. It is because the final users’ attributes of each QR Sticker are different and that causes the difference in maximum price of willingness to pay. QR Stickers have very high margin as the cost of goods sold is low. However, like other companies in service industry, personnel cost is relatively high. This brings down the profit, especially at the beginning stage. Mobile QR Corporate would not begin to earn money until the end of the second year. 3-year profit and loss statement indicates this and is enclosed in the appendix. The outlook of QR Sticker sales is optimistic. Because cyberspace grows big and fast, the internet related-products and businesses will surely go viral. To QR Stickers, there are three 2.

(8) indicators and all show positive signs and trends: mobile network flow growth & mobile devices penetration, and people’s perception toward QR code related products.. 1.1. Mission Statement “Innovation is taking two things that already exist and putting them together in a new way.” -Tom Freston-. 政治大 in 2006. Mobile QR Corporate keep Freston’s quote as company philosophy. 立. Tom Freston was named as one of the top 100 most influential people in the world by TIME. ‧ 國. Sticker creates more value on top of traditional QR code.. 學. QR code is nothing new to the world, but with a bit tweak of its application and usage, QR. ‧. Mobile QR Corporate will keep dedicating in innovating more applications to QR Stickers.. y. Nat. We are in the hope of bringing surprise to daily life, and providing convenience and flexibility. er. io. al. n. 1.2. Objectives. sit. to what we think is norm.. In order to accomplish the. v i n C h statement, thereUis a list mission engchi. of objectives Mobile QR. Corporate aiming to execute, as below. . Enrich life with creativity and surprise. . Dedicate in developing new applications of QR Stickers. . Bridge up offline to online in every corner. . Promote sustainability and advocate environment friendly. Across all types of QR Stickers, the concept is to connect offline and online by scanning a QR Sticker. With rapidly growth of internet penetration, the integration of offline-to-online will become important and widely applied in many places. Mobile QR Corporate will be dedicating in developing new applications to link up virtual and physical world. We believe it 3.

(9) could bring convenience to people’s lives. By incorporating creativity, QR Stickers can be used in daily life, business occasion, special event, entertainment, etc.. 1.3. Keys to Success There is no identical product to QR Stickers in the market. Thus, in the beginning, we do not need to compete with anyone. However, with the low entry barrier, followers would come after very soon. Mobile QR Corporate need to become the giant or the only supplier of the industry and battle for market share. There are few key factors that will bring success to Mobile QR Corporate:. 立. 政治大. B2B business model: The best policy to prevent new competitors entering into market is to. ‧ 國. 學. leave them with no market share and no profit. Considering this fact, Mobile QR Corporate use B2B business model instead of B2C. It is because by applying B2B, Mobile QR. ‧. Corporate can leverage the capacity of our business customers to penetrate the market quickly. Those business customers we focus are who have close connection with our final target. y. Nat. n. al. er. io. market.. sit. customers. There are too many final users. Via B2C, it would take too much to dominate the. Ch. i n U. v. Partnership: As mentioned above, Mobile QR Corporate rely on our business customers to. engchi. take down the market. Thus, we consider the key customers as our best business partners. More than transaction-only in between, Mobile QR Corporate will discuss promotion strategy with key customers to benefit each other. Regularly meeting with our business customers to proactively understand their needs are essential. For example, it could be offering flexible delivery per their needs or adjust the product content to meet their special needs. We provide customized services to various business customers. Moreover, it is important to build up good relationship with them before product launch to the market. Our management team has good networking and good social ability to negotiate with the key customers and maintain the partnership. Only with good partnership so that Mobile QR Corporate could stably grow the market and avoid competitors taking away the market. 4.

(10) Focused promotion to key customers: Each type of QR Sticker has different final target customers. Among all, new couples, businessmen, and travelers are the most prospective final users to Mobile QR Corporate. Seeing so, our promotions will emphasize upon these groups of people. For example, provide free trial and bundle products to increase their user experience. Reliable IT support and platform: QR Stickers do not use advance technology. However, traditional sticker manufacturers cannot easily take over Mobile QR Corporate. QR Stickers need well-constructed technical support and IT platform to enable the services. Considering. 政治大. this, Mobile QR Corporate does not outsource IT technician. Not only so, the IT Director is close family member and is the shareholder of Mobile QR Corporate.. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 5. i n U. v.

(11) 2. Company 2.1. Company Overview Mobile QR Corporate is founded by Carol Chen, currently an office worker and NCCU IMBA student. Carol will start the business from mid of 2015. The company makes QR Stickers. Literally, it is a sticker as well as a QR code, while it has multiple effect that “1 plus 1 bigger than 2”. Mobile QR Corporate focus on B2B business model. Retailers, agents, factories, small businesses, etc., are the main customers of Mobile QR Corporate.. 2.2. Company Ownership. 政治大 own 80% of the shares while Michael owns 20% ownership of Mobile QR Corporate. 立. Mobile QR Corporate is founded by Carol Chen and her cousin, Michael Hsiao. Carol Chen. ‧ 國. 學. 2.3. Locations and Facilities. Mobile QR Corporate outsource QR Sticker production to traditional sticker manufacturer.. ‧. The managerial team is SoHo and works at home. The team meets up in Carol’s house or public area such as restaurant. There is no other physical facility required to Mobile QR. n. al. er. io. sit. y. Nat. Corporate.. Ch. engchi. 6. i n U. v.

(12) 3. Products and Services 3.1. Products & Services Mobile QR Corporate provide a platform to each QR Sticker. These platforms provide such services as information share or information consolidation. Because the given platform is designed to provide valuable services, it saves many trifles to people. On the other hand, QR Stickers are portable and easy to carry, so it creates flexibility to users. Not only so, he/she can differentiate the information to give depending on different recipients.. 政治大. Mobile QR Corporate firstly start with below products and services:. 學. (i). 立. ‧ 國. Wedding Card QR Sticker Participation. ‧. It is always a headache for new couples to clearly count the participant number or take care of participants’ food reference, i.e., regular or vegetarian. Wedding QR. Nat. sit. y. Stickers easily solve this problem.. er. io. To illustrate, everyone receiving the wedding card with a Wedding QR Sticker,. al. n. v i n C h the new couples phone. On the other hand, e n g c h i U can. he/she could quickly update their attendance details to the website via mobile easily get a total participant. number and participant basic information.. The new couples can get a value-added service that created by using QR Sticker. That is, before the wedding day, new couples can send a reminder text message to the sign-up participants. (ii). Wedding Photo In addition to attendance information gathering, another Wedding QR Sticker is designed for sharing wedding photos/videos. In this way, people can scan one QR Sticker for registration, and scan the other one see the wedding photos/videos after 7.

(13) wedding day. To-Go Order QR Sticker for Small business People in Taiwan are very busy and often like to order food/drinks to go. To save time, it would be good to order in advance and pick up later. However, for small food/drink stores, for example, a breakfast shop, they usually do not invest to build company websites and introduce their menu. If To-Go Order QR Sticker is applied on the business card of the breakfast shop, once people scan the QR Sticker, they can see the whole menu and make an order. On the other hand, the breakfast shop will receive the order. Furthermore, the vendor. 政治大. can advise the waiting time by replying a text message to the customers.. 立. Photo Share QR Sticker on Postcard/Greeting Card. ‧ 國. 學. Current post card can only carry words. Imagine when you travel, how great it would be if a. ‧. post card could carry a photo as well? Photo Share QR Sticker can do it!. y. Nat. A traveler can buy a QR Sticker before traveling. By scanning the QR Sticker, he/she can. sit. upload one photo and then paste it on any postcard. Of course, this Photo Share QR Sticker. n. al. er. io. can be applied in multiple purposes based on the purchasers’ will.. Ch. i n U. v. This certainly has a different meaning from just seeing photos on Facebook. QR Sticker creates exclusivity in this case.. engchi. Business Card QR Sticker A traditional business card is small and has limited space to show useful information. Moreover, a traditional one always shows the same information because it is “printed” in advance. Business Card QR Stickers have 2 features and they solve problems above: The first one is Business Card QR Stickers can shows different information based on business need. The second one is this QR Sticker can provide as much information as he/she wants. Based on above 2 features, there are 3 functions available to Business Card QR Stickers: A. Registration 8.

(14) Hundreds of seminars are going on every day. Such industries as financial, insurance, product development, brand, etc., they often have irregular seminars from day to day. In this scenario, a salesman can paste a QR Sticker on his/her business card so that people can register via the QR Sticker. For various seminars, they just purchase another bulk of QR Stickers. For example, purchase 50 QR Stickers for seminar A, and another 50 QR Stickers for seminar B. B. Re-direct People can use this QR Sticker to redirect to other websites easily. Based on business needs and occasions, they can give away different QR Stickers that contains different information.. 政治大 4 sets of QR Stickers, such as 100 pieces for each district. When meeting someone looking for 立. For example, a real estate agent may have available objects in 4 districts. He/she can purchase. a specific district, he/she can quickly grab the right QR Sticker to give along with his/her. ‧ 國. 學. business card.. ‧. C. Electronic Business Card. sit. y. Nat. There is a standard template for customers to upload as much information as they want. It is just like an electronic business card. Once scanning the QR Sticker, people can upload their. io. n. al. er. photos, show social media link, blog, achievement, etc. With the template, it solves “limited space” problem that a traditional business card does.. Ch. engchi. i n U. v. Moreover, based on business need or various occasions, he/she can purchase different QR Stickers to upload different information. To friends in the church, for example, giving away a business card with working information does not sound fun. Instead, a business card with personal blog or album is more interesting and useful.. 3.2. Value Propositions QR code is nothing new, and has been applied in many industries. QR code plays as a bridge and connects virtual world and physical world. QR Sticker not only has the strength of QR code, but also provides many other values that enhance customers’ satisfaction. Convenience 9.

(15) Everyone could easily create a QR code. But without QR Sticker, customers have to create and settle a website beforehand in order to create a QR code. Mobile QR Corporate solve this problem and bring convenience to user. Based on different purposes, each QR Sticker is given and supported by different templates. Once scanned, the user can fill in information any time after they purchase QR Stickers, and edit information from time to time. This given template will solve many small businesses that do not have their own websites. Flexibility & Mobility QR Stickers are easily portable and light. This creates flexibility and mobility to users. . 治政 Business Card QR Sticker: Nowadays, people can大 only “PRINT” QR code on business 立 cards in advance. In this way, it means the same information is given on all business cards. ‧ 國. 學. Yet, in reality, we actually want to give different information based on business needs. QR Stickers solve this problem. He/she purchase different QR Stickers so that it carries. ‧. different information. For example, a real estate agent has available objects in 2 districts. By purchasing two sets of QR Stickers, he/she can update 2 districts objects respectively.. Nat. sit. er. io. away.. y. While meeting a potential customer, he/she can quickly grab right QR Sticker to give  Photo Share QR Sticker on postcard: He/she can purchase this QR Sticker and bring it. n. al. Ch. i n U. v. abroad. In this way, your friends/family will receive a photo along with a postcard. This. engchi. certainly has a different meaning from seeing photos on Facebook, which is not exclusive. Nowadays, a postcard only carries words. Or, people do not have resource/time to print a photo out to send during traveling. QR Stickers can solve both problems. Offline-To-Online QR Stickers connects virtual and physical world and links up offline to online. Take Wedding Card QR Sticker as an example, a QR Sticker links up a physical wedding card to other virtual information, such as participation survey and photo sharing. In the past, a wedding card only has one function – deliver the wedding date detail.. 10.

(16) By using Wedding Card QR Sticker, a recipient can quickly confirm the participation details and the new couple can summarize the participation easily and clearly. With a scan, friends and family can see the photos anytime and anywhere. A wedding card, suddenly, becomes an offline-to-online tool, and links up virtual and physical information perfectly. Value-Added Product In addition to convenience, flexibility, and information delivery, QR Stickers also provide service via the platform Mobile QR Corporate provide. This function is an additional service that a traditional QR code does not have. For example, a To-Go Order QR Sticker not just. 政治大 service. This is an efficient and economic investment for small businesses. 立. delivers the menu information like a traditional QR code does, furthermore, it offers ordering. ‧ 國. 學. Another example is the Wedding Card QR Sticker. A new couple can send a reminder text to invited people to attend the wedding by utilizing the given information that guests provide.. ‧. Privacy. y. Nat. sit. QR Stickers protects privacy of the users. To illustrate, people may not want to send a photo. er. io. without an envelope. That makes them uncomfortable. Photo Share QR Sticker helps in this. al. n. v i n may not be confidential. But it isC just of secure that the photo is protected from seeing h aesense ngchi U to some degree.. scenario. With a QR Sticker, a photo is enclosed with postcard invisibly. Actually, the photo. A Bundle of Useful Information QR Stickers provide a bundle of information. Currently, traditional using way is one QR code to one piece of information. To illustrate, many people already apply QR codes on their name card, which links to Facebook page. But QR Stickers deliver much more information, such as photos, Facebook page, Instagram page, specialties, etc. It is because Mobile QR Corporate already establish couples of temples based on different QR Sticker usage. Users can easily update lots of useful information to the platform. To Business Card QR Sticker, it is just like electronic business card surface. 11.

(17) In addition, people can use ‘redirect’ function so that a bundle of useful information can be easily delivered. For example, a real estate agent can redirect to another website to see objects in different districts.. 3.3. Future Services At the start-up stage, Mobile QR Corporate only have limited capital to allocate. Thus, the product assortment is few, only 4 types of QR Stickers. There is no enough personnel to take care of the services if there are too many products. Mobile QR Stickers will solidify our current key customers (as mentioned above) and create stable cash inflow first. Going forward,. 政治大. we will explore more customers by inventing new QR Stickers and by more salesmen joining us.. 立. ‧ 國. 學. For example, QR Stickers solve problems for those who do not own their own websites. There are many individual farmers in Taiwan. They provide quality agricultural produce, yet, lack of good channels. Thus, they earn little either by selling to retailer, or selling on their own but. ‧. sit. Nat. QR Sticker on it, and quickly spread to their customers.. y. limited to neighborhood. In the future, they can print a simple business card, pasting an Order. er. io. Mobile QR Corporate starts with products that requires simple IT. Once the company. al. v i n C hMobile QR Corporate higher complexity. For example, can corporate with high-end U i e h n g cthe IT foundation becomes more powerful. restaurants to provide reservation services once n. becomes firm, we will build up more complicated IT platform in order to provide services of. Another potential business idea is to design the QR Stickers with cute or unique appearance. The little change could reinforce personal identity. For example, a romantic bride may want to send a pretty wedding card along with a cute QR Sticker. A businessman may want to have a logo on the QR Sticker to indicate its profession.. 12.

(18) 4. Market Analysis 4.1. Market Trend The growth of QR Sticker will be highly related to the population of QR code user, mobile internet penetration as well as mobile devices penetration. The higher penetration rate of mobile internet and mobile device, the more convenient and beneficial the environment is for people to use QR Stickers. On the other hand, people tend to have habits of using QR code, the more likely they would use QR code related products. Mobile Internet & Mobile Device Penetration. 治政 The growth of mobile internet penetration is tremendous. 大In Taiwan, it has more than 10% of 立2009 to 2010, it even hit a significant growth of 59%. Up to growth rate every year. From ‧ 國. 學. 2013, the mobile internet penetration, by the network flow, it reached 37.3%. It is estimated that the network flow of mobile internet will hit 57% in 2018, which is more than 50% of. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. growth from 2013. (Refer to Figure 1) Figure 1 Mobile Internet Penetration Rate (2007-2013) From a global view, per the forecast, the network flow in 2018 will be 11 times of current flow in 2014. In 2018, the total mobile network flow will be over 190EB, which equals to 42 trillion of photos or 4 trillion of videos. The mobile related devices, including smartphone, tablet, laptop, it is estimated to cover 93% of total network flow. 13.

(19) From other perspective, we also want to look at the mobile device user growth in Taiwan. The total number of mobile device users is 1.3 million. In specific, smartphone penetration rate is 58.7%, where the growth drive is from people above 50 years old. The tablet penetration rate is 25.4%, and the growth drive is mainly from teenagers, between 12-19 years old. (Refer to Figure 2). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 2 Mobile Device Penetration Rate (2014). 14.

(20) QR Code User Population QR code was introduced in 1994 by Denso Wave, the world's biggest auto-parts manufacturer by revenue, a part of Toyota Group Companies. QR code was firstly designed to track the numerous automobile components in the production line. Once its invention, Japanese widely apply QR code in many purposes. QR codes are in every corner of Japan. For example, QR code on business card, so that people can easily link to a company’s official website instead of writing down a long line of website address. In the super markets, QR code is found on the foods, beverage, and snack in order to find out the nutrition information. QR code can also be. 政治大. found in a tourist spot, for example on a monument so that tourists can easily understand the history.. 立. QR code usage in Taiwan, on the other hand, is not as popular as Japan and Korea. People in. ‧ 國. 學. Taiwan would not use QR code if there is no promotion or discount information enclosed with the QR code.. ‧. Regardless the current situation, actually, 67% of Taiwanese believe QR code will become. y. Nat. sit. prevailing in the future. 56% of Taiwanese believe the products/services carrying a QR code. er. al. n. more than others.. io. are novel. 42% of Taiwanese think the products/services carrying a QR code attract them. Ch. engchi. i n U. v. In summary, even though the current usage of QR code is not as popular as that in Japan, it still shows an optimistic sign for Taiwan’s QR market. Moreover, QR Stickers enhance more services and functions than QR codes, while customers do not need extra work by using QR Stickers. We believe there is a positive and optimistic outlook for QR Stickers in Taiwan.. 15.

(21) 立. 政治大. ‧ 國. 學. 4.2. Market Prospect. ‧. QR Sticker market is perspective and potential based on various market research conducted. We did both survey research and focus groups. There are 240 respondents to survey research. y. Nat. sit. and 3 focus groups involved in the market research. For each QR Sticker product, it all shows. al. er. io. very high percentage of positive sign, the least one is 52% while the highest one is 89%.. n. Examples of these good signs are: being interested in, considering it as convenient/beneficial, willing to purchase, etc.. Ch. engchi. i n U. v. On top of the market research, we estimate the potential volume based on some real statistics. Wedding Card QR Sticker Mobile QR Corporate estimate, in the future, 1 out of 20 would incorporate Wedding Card QR Stickers to their wedding package. There are 147,636 couples get married in 2013. With 9.2% of couples will get married in the marriage event venue (王嵩容，2003), it is about 14,763 couples would invite friends and family to join their wedding. By calculation, there will be around 3,000 couples every year will purchase Wedding Card QR Sticker. Postcard QR Sticker 16.

(22) Mobile QR Corporate estimate, in the future, 1 out of 1,000 would purchase postcard QR Sticker. Based on Ministry of Transportation and Communication, there are 32 million passengers travel via TaoYuan National Airport. By calculation, there will be around 32,000 travelers every year would buy postcard QR Sticker. To-Go Order QR Sticker Mobile QR Corporate estimate, in the future, 1 out of 200 would be interested in purchasing To-Go Order QR Sticker. Based on Career Magazine, there are 10,000 breakfast stores in Taiwan. There are 12,100 beverage shops in Taiwan, per Ministry of Finance. By calculation,. 政治大 shops and breakfast stores, other small-business food stores, such as lunchbox vendor, are 立 there will be around 110 breakfast stores using this QR Sticker. To us, in addition to beverage. also our target customers in the future. Thus, it would be much more than 110 per our. ‧ 國. 學. estimation.. ‧. Business Card QR Sticker. sit. y. Nat. Salesmen are the most potential final users of Business Card QR Stickers. Mobile QR Corporate estimate that 1 out of 100 will purchase our QR Stickers. Based on calculation, we. io. er. foresee the future amount will be huge, approximately 20,000 (See below).. al. n. v i n C h people working U In Taiwan, there are 842,000 e n g c h i in financial, real estate, and insurance industry (Ministry of Economic Affairs, 2014). These 3 industries usually have a high. i.. percentage of salesmen, approximately 70%. This is about 589,400 salesmen in those 3 industries. ii.. There are 1,331,182 small-and-medium enterprises in Taiwan (Ministry of Economic Affairs, 2013). Assuming there is at least 1 salesman in one small-and-medium enterprise, it sums up 13,311,182 salesmen in small-and-medium enterprises.. iii.. Combining all above, it is about a total of 1,920,582 salesmen in Taiwan.. Overall, both survey research and focus groups have very high percentage in willingness to purchase. But in terms of price, focus groups generally are willing to spend higher price in each QR Sticker product, and this result is consistent in three focus groups. Survey research 17.

(23) covers a big quantity but they have limited information before doing the survey and no explanation provided behind their answers. On the other hand, focus groups provide more insightful information, which illustrates the reasons behind the decisions. Below are market research results. Market Research Summary Wedding Card QR Code 1. Wedding Participation QR Sticker: Do people think it convenient if they receive a. 政治大. wedding card with the QR code? . 立. Survey Research: 90% thinks it is convenient to register the participation via QR. ‧ 國. . 學. Sticker. Focus Group: 88% thinks it is convenient to register the participation via QR. ‧. Sticker. y. sit. io. al. Survey Research: 68% is willing to spend more than NT$2 on a Wedding. n. . er. Sticker?. Nat. 2. Wedding Participation QR Sticker: How much are people willing to spend each QR. Ch. Participation QR Sticker . engchi. i n U. v. Focus Group: 74% is willing to spend NT$4 or NT$5 on a Wedding Participation QR Sticker. 3. Wedding Photo Share QR Sticker: Do people think it convenient? . Survey Research: 75% like it and think it is useful because they would not forget to request photos to see.. . Focus Group: 75% like it and think it is useful because they would not forget to request photos to see.. 4. Wedding Photo Share QR Sticker: How much are people willing to spend on each QR Sticker? 18.

(24) . Survey Research: 67% is willing to spend more than NT$2 for a Wedding Photo Share QR Sticker. . Focus Group: 69% is willing to spend NT$4 or NT$5 for a Wedding Photo Share QR Sticker. Photo Share QR Sticker on Postcards 5. How much are people willing to spend on each Photo Share QR Sticker on a postcard? . Survey Research: 52% is willing to spend more than NT$5 for a Photo Share QR. 政治大 Focus Group: 68% is willing to spend more than NT$10 or NT15 for a Photo 立 Share QR Sticker on a postcard Sticker on a postcard. 學. ‧ 國. . 6. Do people feel happier when they receive a postcard with a QR code that can see a. Survey Research: 52% think they feel happier when receive a postcard with a. y. Nat. . ‧. photo?. io. Focus Group: 53% think they feel happier when receive a postcard with a Photo. n. al. er. . sit. Photo Share QR Sticker Share QR Sticker Business Card QR Sticker. Ch. engchi. i n U. v. 7. Business Card QR Sticker: How much are people willing to spend on each Business Card QR Sticker? . Survey Research: 66% is willing to spend more than NT$0.3 for a Business Card QR Sticker. . Focus Group: 75% is willing to spend more than NT$0.5 for a Business Card QR Sticker. 8. Do people think it is beneficial that they can see all the subject matters of their house agent? 19.

(25) . Survey Research: 87% think it is beneficial in finding a house if agent has such kind of QR Sticker. . Focus Group: 88% think it is beneficial in finding a house if agent has such kind of QR Sticker. To-Go Order QR Sticker 9. Do people think it is convenient that they can order breakfast/beverage through a QR code?  . 政治大 Focus Group: 88% think it is convenient 立 Survey Research: 89% think it is convenient. ‧ 國. 學. 10. How much are people willing to spend on a order QR Sticker if they are running a small business like breakfast/beverage shop?. Survey Research: 67% is willing to spend more than NT$0.5 on an Order QR. y. Nat. Sticker. io. al. n. 4.3. Key Customers. sit. Focus Group: 75% is willing to spend NT$0.5 or NT$0.7 an Order QR Sticker. er. . ‧. . Ch. engchi. i n U. v. In order to boost the sales and expand the market fast, Mobile QR Corporate aims at business to business, known as B2B business model. It is more efficient to expand the market share in the B2B model. To Mobile QR Corporate, we promote QR Stickers to agents, factories, retailers, and small businesses. They will apply QR Stickers to their existing products and services, and in turn create more values to customers. To Mobile QR Corporate, the key customers, at the same time, are regarded as our marketing channels and key partners. Wedding Card QR Sticker: Our key partners of Wedding Card QR Stickers will be those who have lots connection with our target final users, new couples. By intuition, wedding coordination companies are our best key customers. 65% of new couples will find a wedding coordination company. Thus, they have better persuasive ability in that occasion. 20.

(26) The second main customers for Wedding Card QR Sticker is wedding card store, usually is a regular copy shop. As compared to other traditional cards, QR Sticker could definitely increase the competitive edge of a regular copy shop. Another key customer is hotels that take wedding events. Many hotel event departments nowadays provide professional services and are trusty to new couples. In terms of final user analysis, based on the market research, we noticed that age of 18-24, 3545, and 45 above are more interested in Wedding QR Stickers. Also, 78% of salesmen are willing to use this product, which is higher than the average of 67%.. 政治大 produce business cards for companies. They can easily promote QR Sticker to their existing 立 Business Card QR Sticker: The key customer for this QR Sticker is regular copy shops that. products. QR Stickers differentiate the products from regular business card. Those sold with. ‧ 國. 學. QR Stickers can be considered as higher price-level product package in the shop. Another key customer group is those public relation companies that usually coordinate a lot of exhibitions.. ‧. These companies not only have lots of contacts with salesmen, but also catch a perfect timing. y. Nat. to promote QR Stickers. Obviously, all salesmen will need to give away thousands of. er. io. al. sit. business cards during exhibitions.. n. The final users of Business Card QR Stickers are the general public. Considering the. Ch. i n U. v. functions, salesmen are our target customers among all occupations. Also, organizations that. engchi. often host conferences and seminars are highly potential customers as well. Based on the market research, averagely 75% of general public are interested in purchasing this. Photo Share QR Sticker: Travel agencies, airport shops, and airlines are the key customers when it comes to Postcard QR Sticker. It is obviously that those companies/stores have a great chance to do business with travelers before or during a trip. From this sense, travelers are easily appealed by the related products and so can increase the purchase intention. In terms of final user, there is no segment that shows particularly low or high interest, the average is 52% in survey research, 68% in focus groups. To-Go Order QR Sticker: Small shops, especially in food industry, are our key customers for To-Go Order QR Stickers. For example, beverage shops, breakfast shops, lunch box stores, 21.

(27) etc. are all our target customers. Unlike other types of QR Stickers that go through agencies to expand the market, Mobile QR Corporate will explore the market on its own for To-Go Menu QR Stickers specifically. Mobile QR Corporate have salesman and will visit those potential customers and introduce QR Stickers to them.. 4.4. Competitors Traditional QR code Traditional QR codes have lots in common with QR Stickers, mainly, a tool to connect virtual and physical (offline-to-online). Whatever products that apply QR code, he/she can quickly. 政治大 on their business cards that立 link to a Facebook page. This has similar function as Business. link to a website that the commercial wants you to go. Many people already print a QR code. ‧. ‧ 國. 學. Card QR Stickers provide.. n. al. er. io. sit. y. Nat Facebook. Ch. engchi. i n U. v. Based on Market Intelligence & Consulting Institute (IMC), Facebook is the NO.1 social media in Taiwan per usage frequency. A lot of things are done on social media nowadays. Facebook is considered as our competitor to “Photo Share QR Sticker” and “Wedding Card QR Sticker.” For example, new couple would create a ‘Facebook Event’ in order to collect the participants for a wedding. Or, people share photos of wedding and traveling on Facebook. Google Document Google Document allows people create a quick survey to distribute to their friends collecting requested information, for example, a wedding participation survey. Especially, the survey is more detailed and thorough than a social media service, e.g. Facebook Event. It can not only. 22.

(28) calculate the total participants but also query other details, e.g. food preference (regular or vegetarian). Google Map’s service to QR Code Google provides a “free website” to each business that marked on the Google Map. Everyone can leave a message and review the evaluation in order to popularize the places. This service magnifies traditional QR codes usage. This service, so far, only limits to America. Yet, it is a potential competitor if such service starts in Taiwan.. 治政大 bridge and at the same time Why QR Stickers? It is because QR Sticker is an offline-to-online 立 provides incredible mobility that nothing else can transcend. Details are referred to value In summary, there are many similar products to QR Stickers and most of them are even free.. ‧ 國. 學. propositions above.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 23. i n U. v.

(29) 5. Strategy and Implementation 5.1. Key Partner As mentioned earlier, partnership is one of successful factors to Mobile QR Corporate. We are B2B business model, and all of the business customers are considered as our very essential and critical partners. These include airlines, travel agencies, airport shops, wedding coordination companies, and small businesses such as breakfast or beverage shops. Unlike most of cases, transaction is the only thing between buyer and seller, and no further relationship in between. Instead, Mobile QR Corporate discuss and propose promotion strategy with key partners. Win-Win situation is the principle to Mobile QR Corporate.. 政治大 essential. For example, it could 立 be offering flexible delivery per their needs or adjust the Regularly meeting with our business customers to proactively understand their needs are. ‧ 國. 學. product content to meet their special needs. We provide customized services to different business customers. QR Stickers are new products in the market, and so it is also our responsibility to educate our partners about the key features of each QR Sticker product and. ‧. the difference between those competitors.. y. Nat. n. al. er. io. Corporate outsource the production to sticker manufacturer.. 5.2. Pricing Strategy. sit. In addition to above, another very important partner is sticker manufacturer. Mobile QR. Ch. engchi. i n U. v. Each QR Sticker has its own unit price. In addition unit price, there is another price for “DEPOSIT”. It is because QR Stickers have expiration date. In order to continue the service, he/she needs to pay another amount to extend the expiration. For QR Sticker’s unit price, Mobile QR Sticker applies discrimination pricing strategy. That is, for similar products/services, QR Stickers are charged differently. Although 4 types of QR Stickers have similar concept, based on the various attributes of final users, the maximum prices they are willing to pay are different. For example, people often haggle over every once when they are doing business; they want every penny spent worthwhile. On the other hand, to entertainment consumption, as long as the absolute price is not too high, people usually are more willing to spend. Or when people 24.

(30) are in a good mood, he/she tends to consume easily. The real scenario is new couples and leisure travelers are often willing spend money with little incentive. It seems that one penny is one penny in business occasion, while one cent is only a penny in the entertainment consumption. Survey research and focus groups demonstrate a bit different in pricing willing to pay, survey research is willing to pay less than the focus groups. But focus groups provide explanation and insights behind their decisions, which is often used to evaluate and develop the market and for new product launch. Although survey research indicates a lower price in willingness. 政治大. to purchase, yet, it shows a very high percentage of being interested in all types of QR Stickers. Considering all above, the management team decided to price QR Stickers based on. 立. the result of focus groups. Price details of each QR Sticker are illustrated below:. ‧ 國. 學. Wedding Card QR Sticker: In the wedding card market, the average price is NT$65, which is more than double of a regular card. Apparently, new couples are willing to pay more for a. ‧. card. Based on the focus groups result, it indicates that 74% of people are willing to spend. y. Nat. NT$4 or NT$5 for a QR Sticker. Thus, Mobile QR Corporate charge NT$4.5 for one Wedding. al. er. io. sit. Card QR Sticker, for both participant registration and wedding photo sharing.. n. The expiration period is 45 days. In order to extend the expiration, every 100 QR Stickers. Ch. i n U. v. charge NT$50 in order to extend another 45 days. Other than pay the annual fee, there is a. engchi. lump sum charge for no-expiration usage. It will be NT$5 per QR Sticker. Business Card QR Sticker: As pointed out earlier, businessman haggle over every once. For Business Card QR Sticker, Mobile QR Corporate apply bulk-cheap strategy, which is small profit margin but acquiring more sales quantity. Per this concept, the charge is NT$0.5. The unit price is much cheaper than Wedding Card QR Sticker (NT$4.5/each). The expiration period is 1 year. In order to extend the expiration, every 100 QR Stickers charge NT$50 in order to extend another 1 year. Other than pay the annual fee, there is a lump sum charge for no-expiration usage. It will be NT$0.7 per QR Sticker.. 25.

(31) Photo Share QR Sticker: Mobile QR Corporate have 2 ways of charge for Photo Share QR Stickers, one is “flat-rate fee”, and the other is “per-transaction fee”. Flat-Rate Fee Flat-rate fee will be applied to airline companies. That means, Mobile QR Corporate will charge Airline companies the same amount of money with unlimited supply of QR Stickers. Airlines surely are big customers to Mobile QR Corporate and can generate continuous stable volume considering its scale. With flat-rate charge, airlines can easily plan the cost into budget. On the other hand, Mobile QR Corporate can generate stable cash flow and reduce operation costs.. 立. Per-transaction Fee. 政治大. ‧ 國. 學. Customers other than airlines, Mobile QR Corporate charge NT$15 each, which is the highest. ‧. among all types of QR Stickers. This is because NT$15 is a tiny portion as compared to entire travel expense, and people are usually more generous of buying souvenirs to friends/family. sit. y. Nat. during traveling.. er. io. The expiration period is 2.5 months. In order to extend the expiration, every QR Stickers. al. n. v i n Ch there is a lump sum charge for no-expiration It will be NT$20 per QR Sticker. e n gusage. chi U. charge another NT$5 in order to extend another 2.5 months. Other than pay the annual fee,. To-Go Order QR Sticker: This QR Sticker actually is another type of Business Card QR Sticker that offers different function. But this QR Sticker requires a more complex IT support. Also, based on the market research, general public indicates strong interest in using the QR code to make an order (89%). Mobile QR Corporate believe it is a potential niche to develop, and will charges NT$0.7 for each QR Sticker. There is no expiration date to this QR Sticker.. 5.3. Sales and Promotion Strategy QR Stickers are new to the market. People generally have no ideas about the functions or how to use it. Thus, in order to get exposed to the public, Mobile QR Corporate will provide free trials. Among our launched products, Business Card QR Stickers and Photo Share QR Sticker 26.

(32) are generally applicable to everyone. Thus, these will be our free trial samples. Chinese Valentine’s Day will be one of great opportunity for our promotion. In this scenario, Photo Share QR Sticker can be pasted on the flowers or love card. A surprise photo or video can be seen by his/her lover immediately upon receipt. In addition, summer vacation is planned as another promotion event. Such trial event will be ongoing during the first year of our ramp up. However, all the QR Stickers given away during promotion events do have short period of validity. People can make a deposit in order to extend the expiration. Other than free trial, bundle sales such as Photo Share QR Sticker with postcard sold in. 政治大. National Palace Museum, will be released from time to time. There are couples of famous tourist spots now attract a lot of Chinese visitors. Where there is postcard, we will cooperate. 立. with them to promote bundle products.. ‧ 國. 學. Lastly, we will join exhibitions to get exposure and offer sales promotion. For example, Travel Exhibition is a great occasion for Photo Share QR Stickers. Stationary Exhibition is. ‧. good for Business Card QR Stickers.. n. er. io. sit. y. Nat. al. Ch. engchi. 27. i n U. v.

(33) 6. Management Summary 6.1. Organization Structure As a small start-up, we will form a flat organization. Carol Chen owns the majority shares and owns the company, but run the business with family members, Gugu Chen, Michael Hsiao. Three persons are in charge of all necessary positions of Mobile QR Corporate.. 6.2. Management Team Carol Chen is the key person of Mobile QR Corporate and will take on the role of CEO. She puts together the initial start-up plans, including direction, strategies, cost structure and. 政治大 negotiate with sticker manufacturer. Going forward, she will support overall operation and 立. revenue stream to Mobile QR Corporate. She is also responsible of vendor sourcing: to. solve problems with entire managerial team.. ‧ 國. 學. Gugu Chen is Marketing and Sales Director of Mobile QR Corporate. She is a very proactive. ‧. and creative person, and so her personality is absolutely beneficial to this position. She used to work in movie industry as a marketing person. Going forward, she will be in charge of all. y. Nat. sit. the promotion execution and expand market share by visiting small businesses. As Gugu is. er. al. n. appreciated.. io. the implementer, and so her feedbacks and suggestions will be highly accounted and. Ch. engchi. i n U. v. Michael Hsiao is IT Director of Mobile QR Corporate. He provides the core competitiveness to the product, and has higher extent of irreplaceability in Mobile QR Corporate. He is a newly graduated master who majors in Electronic and Engineering (EE) from National TsingHua University (NTHU). Being highly interested in programming, he self-studies and specializes in many computer languages. Michael will design and develop all the platforms that Mobile QR Corporate need, and add additional features based on company’s strategy in the future. However, Michael is not a full-time employee to Mobile QR Corporate. He has his own work in Asus during weekday.. 28.

(34) 6.3. Personnel Plan Mobile QR Corporate does not require many personnel in the operation. This is because we only have limited product assortments (4 QR Stickers) at the beginning stage. Moreover, the company does not plan to manufacture the stickers on our own. This business is outsourced. We only invest people on Marketing, Sales, and IT. When the sales volume grows big in the future, we might recruit more salesmen to maintain key accounts. For the first two years, we will maintain a three-person organization. Regarding personnel training, we will encourage Gugu and Michael to propose courses they. 治政 operation team will also go to exhibitions and hold outdoor 大 activities in order to inspire the 立 are potential and the team still has a great opportunity to creativity, because QR Stickers need on their own and join trainings held by University Advance Program. Mobile QR. ‧. ‧ 國. 學. explore various types of applications.. n. er. io. sit. y. Nat. al. Ch. engchi. 29. i n U. v.

(35) 7. Financial Plan 7.1. Cost Structure Mobile QR Corporate is a service-oriented company and so cost of goods sold (COGS) is actually quite low. Most of the cost items are from personnel spending. In terms of fixed cost and variable cost – There is only one items of fixed cost – server and IT platform establishment. This includes a one-time payment to IT technician. On the other hand, there are many items of variable costs,. 治政 transportation, and miscellaneous expense. Thus, Mobile 大QR Corporate has higher variable cost and lower fixed cost. 立 including personnel cost, sticker manufacturing fee, IT maintenance, shipping fee, travel and. ‧ 國. 學. The most important costs inherent is the IT platform building and the payment to IT technician who established the IT service. Each QR Sticker links to a webpage that provides. ‧. surplus service. Thus, the web service has to be very stable and with good quality, i.e. fast in. y. Nat. speed. After evaluation, Mobile QR Corporate will use Google App Engine as the database. io. sit. server. Google App Engine is well-known brand in the industry. The service is stable, and the. n. al. er. charge is economic. Google App Engine charge is by the amount of usage. Below is the details cost of Google App Engine.. Ch. Table 1 Google App Engine Charge. engchi. Google App Engine Resources. Unit. Unit Price. Sent Mbps. GB. US$0.12. Received Mbps. GB. US$0.10. Storage. GB/mth. US$0.15. Email. Recipient. US$0.0001. 30. i n U. v.

(36) Among all the expenses, the starting IT setup is the most expensive one. Personnel expense is the other item that costs a lot every month. Personnel cost include salary to sales, and travel & entertainment fee. Mobile QR Corporate can benefit from economies of scale because we can buy stickers in bulk and get lower average costs. If we make an order of 500 stickers, the average cost is quite high. The marginal cost of producing 6,000 stickers is quite low.. 7.2. Revenue & Margin Revenue. 政治大 There are two revenue streams. One is the pure sales of QR Stickers, the other one is deposit 立 fee for expiration date extension.. ‧ 國. 學. Revenue generation is slow to Mobile QR Corporate at the beginning. It is because the unit. ‧. price is pretty low. We need couples of months to penetrate the market via free trial.. Nat. er. io. Margin. sit. the end of the first year, for about NT$260,000.. y. Accordingly to the management team’s forecast, we would end up with negative balance at. al. n. v i n Among all types of QR Stickers,C the revenues vary a lot. h e n g c h i UThe top three are: Wedding Card QR. Sticker > Photo Share QR Sticker > Business Card QR Sticker. The first two are due to the high margin. The last one is very potential because it is a continuous consumption rather than one-time consumption like the first two. As mentioned in the cost structure, cost of goods sold (COGS) is quite low. Thus, if only looking at the margin, it is quite high even though the unit price of QR Sticker is low. As we apply discrimination pricing strategy, different types of QR Sticker have different margin. Details are as below.. 31.

(37) Table 2 Price and Margin of QR Stickers Items. Unit Price. Unit Cost. Margin. Wedding Card QR Sticker. $. 4.50. $. 0.15. 96.7%. Business Card QR Sticker. $. 0.50. $. 0.15. 70.0%. Photo Share QR Sticker on postcard. $. 15.00. $. 0.15. 99.0%. 0.15. 78.6%. To-Go Order QR Sticker. ‧ 國. 學. 7.3. Budget. 立. 政 $ 治0.70 大$. Mobile QR Corporate starts up with small capital. There is no any expensive investment in. ‧. machine or facility. The main cost in the start-up is the IT platform establish. The first 3 months of star-up is our advertising period. We will offer free QR Sticker so that people can. Nat. sit. y. experience it. Thus, Mobile QR Corporate do not expect any revenues generated in the first. io. er. three months. Considering this, the minimum budget to start up Mobile QR Corporate should be able to cover the total expenses caused in the first three months. Managerial team decides. n. al. Ch. to prepare cash of NT$500,000 as the start-up budget.. engchi. 32. i n U. v.

(38) 8. Financial Statements 8.1. Twelve-month profit and loss projection. %. AR LY YE. %. Ju l-1 6. %. Ju n-1 6. %. y-1 6 Ma. %. Ap r-1 6. %. r-1 6. Aug-15. Ma. %. Fe b-1 6. %. Ja n -1 6. %. De c-1. %. %. No v-1 5. 15. Fiscal Year Begins. 5. Mobile QR Corporate. Oc t-. %. p-1 5 Se. B/A %. .% I ND. Au g-1 5. Twelve-month profit and loss projection. Revenue (Sales) Wedding Cardd QR Sticker. 10,800. 89.6. 10,800. 89.6. 10,800. 89.6. 37,800. 81.8. 37,800. 81.8. 37,800. 81.8. 37,800. 81.8. 37,800. 49.6. 37,800. 49.6. 37,800. 81.8. 37,800. 81.8. 37,800. 81.8. 370,440. 72.7. Business Card QR Sticker. 500. 4.1. 500. 4.1. 500. 4.1. 4,000. 8.7. 4,000. 8.7. 4,000. 8.7. 4,000. 8.7. 4,000. 5.2. 4,000. 5.2. 4,000. 8.7. 4,000. 8.7. 4,000. 8.7. 37,500. 7.4. 0. 0.0. 0. 0.0. 0. 0.0. 1,400. 3.0. 1,400. 3.0. 1,400. 3.0. 1,400. 3.0. 1,400. 1.8. 1,400. 1.8. 1,400. 3.0. 1,400. 3.0. 1,400. 3.0. 12,600. 2.5. 750. 6.2. 750. 6.2. 750. 6.2. 3,000. 6.5. 3,000. 6.5. 3,000. 6.5. 3,000. 6.5. 33,000. 43.3. 33,000. 43.3. 3,000. 6.5. 3,000. 6.5. 3,000. 6.5. 89,250. 17.5. 12,050. 100.0. To-Go Order QR Sticker Postcard QR Sticker Total Revenue (Sales). 12,050 100.0. 12,050 100.0. 46,200 100.0. 46,200 100.0. 46,200 100.0. 46,200 100.0. 76,200 100.0. 76,200 100.0. 46,200 100.0. 46,200 100.0. 46,200 100.0. 509,790 100.0. Cost of Sales Wedding Cardd QR Sticker. 336. 3.1. 336. 3.1. 336. 3.1. 1,260. 3.3. 1,260. 3.3. 1,260. 3.3. 1,260. 3.3. 1,260. 3.3. 1,260. 3.3. 1,260. 3.3. 1,260. 3.3. 1,260. 3.3. 12,348. 3.3. Business Card QR Sticker. 150. 30.0. 150. 30.0. 150. 30.0. 1,200. 30.0. 1,200. 30.0. 1,200. 30.0. 1,200. 30.0. 1,200. 30.0. 1,200. 30.0. 1,200. 30.0. 1,200. 30.0. 1,200. 30.0. 11,250. 30.0. To-Go Order QR Sticker. 0. -. 0. -. 0. -. 300. 21.4. 300. 21.4. 300. 21.4. 300. 21.4. 300. 21.4. 300. 21.4. 300. 21.4. 300. 21.4. 300. 21.4. 2,700. 21.4. Postcard QR Sticker. 8. 1.1. 8. 1.1. 8. 1.1. 30. 1.0. 30. 1.0. 30. 1.0. 30. 1.0. 630. 1.9. 630. 1.9. 30. 1.0. 30. 1.0. 30. 1.0. 1,185. 1.3. 494. 4.1. 494. 4.1. 494. 4.1. 2,790. 6.0. 2,790. 6.0. 2,790. 6.0. 2,790. 6.0. 3,390. 4.4. 3,390. 4.4. 2,790. 6.0. 2,790. 6.0. 2,790. 6.0. 27,483. 5.4. 11,556. 95.9. 11,556. 95.9. 11,556. 95.9. 43,410. 94.0. 43,410. 94.0. 43,410. 94.0. 43,410. 94.0. 72,810. 95.6. 72,810. 95.6. 43,410. 94.0. 43,410. 94.0. 43,410. 94.0. 482,307. 94.6. 35,000. 35,000. 35,000. 75.8. 35,000. 75.8. 35,000. 75.8. 35,000. 45.9. 35,000. 45.9. 35,000. 75.8. 35,000. 75.8. 35,000. 75.8. 420,000. 82.4. Expenses 290.5. 35,000 290.5. 35,000 290.5. Payroll expenses. 0.0. 0.0. 0.0. Outside services. 0.0. 0.0. 0.0. 12.4. 0.0. 0.0. 0.0. 0.0 0.0. Repairs and maintenance Advertising. 1,200. 10.0. Car, delivery and travel. 2,000. 16.6. 2,000. 16.6. Accounting and legal. 0.0. 0.0. Rent. 0.0. 0.0. 500. 4.1. 500. 4.1. Utilities. 300. 2.5. 300. 2.5 0.0. Taxes (real estate, etc.). 0.0. 0.0. Interest. 0.0. 0.0. Depreciation. 0.0. 0.0. 70,000. 580.9. 0.0. 11. 0.1. 0.0. 0.0. 0.0. 124.5. 15,000 124.5. Initial IT setup Google App Engine IT maintenance Travel and Entertainment Total Expenses. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 3.2. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 1,200. 2,000. 0.2. 4.3. 24,000. 4.7. 16.6. 2,000. 4.3. 2,000. 4.3. 1,500. 2,000. 4.3. 2,000. 4.3. 2,000. 2.6. 2,000. 2.6. 2,000. 4.3. 2,000. 4.3. 2,000. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 500. 4.1. 500. 1.1. 500. 1.1. 500. 1.1. 500. 1.1. 500. 0.7. 300. 2.5. 300. 0.6. 300. 0.6. 300. 0.6. 300. 0.6. 300. 0.4. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0 0.0. 15,000 124.5. 125,511 1041.6. 52,800 438.2. 52,800 438.2. -113,955 -945.7. -41,244 ####. -41,244 ####. 0.0 0.0. 500. 1.1. 500. 1.1. 500. 0.1. 300. 0.4. 300. 0.6. 300. 0.6. 300. 0.6. 300. 0.1. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 0.0. 10,000. 32.5. 15,000. 32.5. 0.0. 0.0. 0.0. 0.0. 0.0. 10,000. 13.1. 15,000. 32.5. 32.5. 15,000. 19.7. 15,000. 15,000. al. 0.0. 1.1. 0.0. 62,800 135.9. 0.1. 500. 0.0. -19,390 -42.0. 0.0. 300. 0.7. 21.6 15,000. 0.0. 500. 10,000. n. Net Profit. 15,000. 0.0. io. 0.0. 0.0. Nat. Insurance. 0.0. ‧. Telephone. 0.0. 32.5. 32.5. 15,000. 0.0. 11. 0.0. 21.6. 30,000. 5.9. 180,000. 35.3. 54,300 117.5. 52,800 114.3. 62,800. 82.4. 52,800. 69.3. 52,800 114.3. 52,800 114.3. 62,800 135.9. 726,311 142.5. -9,390 -20.3. -10,890 -23.6. -9,390 -20.3. 10,010. 13.1. 20,010. 26.3. -9,390 -20.3. -9,390 -20.3. -19,390 -42.0. -244,004 -47.9. n U engchi. 33. 15,000. 13.7. 52,800 114.3. iv. 32.5. 0.0. 70,000. 19.7. Ch. 15,000. 0.0. y. 1,500. 75.8. 學. Supplies (office and operating). 立 0.0. ‧ 國. Salary expenses. 政治大. sit. Gross Profit. er. Total Cost of Sales.

(39) 8.2. Three-year profit and loss projection. Profit and Loss Projection (3 Years) Mobile QR Corporate 2015. %. 2016. %. 2017. %. Sales Cost/ Goods Sold (COGS) Gross Profit. $ 509,790 27,483 $ 482,307. 100.00% 5.39% 94.61%. $ 713,706 38,476 $ 675,230. 100.00% 5.39% 94.61%. $ 1,141,930 $ 1,141,930. 100.00% 0.00% 100.00%. Operating Expenses Salary (Office & Overhead) Payroll (taxes etc.) Outside Services Supplies (off and operation) Repairs/ Maintenance Advertising Car, Delivery and Travel Accounting and Legal Rent Telephone Utilities Insurance Taxes (real estate etc.) Interest Depreciation Google App Engine Travel and Entertainment Total Expenses. $ 420,000 70,000 4,000 30,000 1,200 24,000 7,200 3,600 11 180,000 $ 740,011. 82.39% 0.00% 13.73% 0.78% 5.88% 0.24% 4.71% 0.00% 0.00% 1.41% 0.71% 0.00% 0.00% 0.00% 0.00% 0.00% 35.31% 145.16%. $ 420,000 4,000 30,000 1,200 24,000 7,200 3,600 11 180,000 $ 670,011. 58.85% 0.00% 0.00% 0.56% 4.20% 0.17% 3.36% 0.00% 0.00% 1.01% 0.50% 0.00% 0.00% 0.00% 0.00% 0.00% 25.22% 93.88%. $ 420,000 4,000 30,000 1,200 24,000 7,200 3,600 180,000 $ 670,000. 36.78% 0.00% 0.00% 0.35% 2.63% 0.11% 2.10% 0.00% 0.00% 0.63% 0.32% 0.00% 0.00% 0.00% 0.00% 0.00% 15.76% 58.67%. n. er. io. sit. y. ‧. Nat. Net Profit Before Tax Income Taxes Net Profit After Tax Owner Draw/ Dividends Adj. to Retained Earnings. al. 學. ‧ 國. 立. 政治大. i (257,704) C 5,219 n h e n g c h i U-. (257,704) $ (257,704). $. 34. 5,219 5,219. v. 471,930 471,930 $ 471,930.

(40) 8.3. Twelve-month Cash flow Twelve-month cash flow Pre-Startup EST Cash on Hand (beginning of month). 500,000. Mobile QR Corporate. Aug-05. Sep-05. Oct-05. Nov-05. Dec-05. Jan-06. Fiscal Year Begins: Feb-06. Mar-06. Apr-06. May-06. Jun-06. Jul-06. 428,789. 386,439. 345,389. 315,589. 275,589. 245,789. 214,489. 184,689. 159,689. 144,889. 114,889. 85,089. 12,050. 12,050. 23,100. 23,100. 23,100. 23,100. 23,100. 23,100. 23,100. 23,100. 23,100. 23,100. 15,000. 15,000. Aug-05 Total Item EST 85,089. CASH RECEIPTS Cash Sales Collections fm CR accounts Loan/ other cash inj. TOTAL CASH RECEIPTS Total Cash Available (before cash out). 0. 12,050. 12,050. 23,100. 23,100. 23,100. 23,100. 23,100. 38,100. 38,100. 23,100. 23,100. 23,100. 0. 500,000. 440,839. 398,489. 368,489. 338,689. 298,689. 268,889. 237,589. 222,789. 197,789. 167,989. 137,989. 108,189. 85,089. 35,000. 35,000. 35,000. 35,000. 35,000. CASH PAID OUT Purchases (merchandise) Purchases (specify) Purchases (specify) Gross w ages (exact w ithdraw al). 35,000. 立. 35,000. 政治大 35,000. 35,000. 35,000. 35,000. 35,000. Accounting & legal. Telephone Utilities. 1,500. 200. 2,000. 2,000. 2,000. 2,000. 2,000. 2,000. 2,000. 2,000. 600. 600. 600. 600. 600. 600. 600. 300. 300. 300. 300. 300. 300. 300. 15,000. 15,000. 15,000. 1,200. Nat. Rent. 200. io. Insurance Taxes (real estate, etc.). al. n. Interest Travel and entertainment. 15,000. 15,000. IT maintenance. 200. 200. 2,000. 2,000. 2,000. 2,000. 600. 600. 600. 600. 600. 300. 300. 300. 300. 15,000. 15,000. 15,000. 15,000. y. Car, delivery & travel. 200. ‧. Advertising. 1,500. sit. Repairs & maintenance. 300. er. Supplies (office & oper.). 學. Outside services. ‧ 國. Payroll expenses (taxes, etc.). Ch 15,000. Other (specify). engchi 10,000. i n U 15,000. v. 15,000 10,000. 10,000. Miscellaneous SUBTOTAL. 1,200. 54,400. 53,100. 52,900. 63,100. 52,900. 54,400. 52,900. 63,100. 52,900. 53,100. 52,900. 63,100. 0. Loan principal payment Capital purchase (specify) Other startup costs. 70,011. Reserve and/or Escrow Ow ners' Withdraw al TOTAL CASH PAID OUT Cash Position (end of month). 71,211. 54,400. 53,100. 52,900. 63,100. 52,900. 54,400. 52,900. 63,100. 52,900. 53,100. 52,900. 63,100. 0. 428,789. 386,439. 345,389. 315,589. 275,589. 245,789. 214,489. 184,689. 159,689. 144,889. 114,889. 85,089. 45,089. 85,089. 35.

(41) 9. Reference (2014, Q1) Mobile Internet Market in Taiwan http://www.vpon.com/images/datafile/Vpon_2014-Q1_tw.pdf (2014, June) Network flow 2018 estimation: Mobile device beats computer https://tw.money.yahoo.com/%E8%A1%8C%E5%8B%95%E4%B8%8A%E7%B6%B2%E7 %95%B6%E9%81%93-%E6%80%9D%E7%A7%912018%E5%B9%B4%E8%A1%8C%E5%8B%95%E7%B6%B2%E8%B7%AF%E6%B5%81 %E9%87%8F%E8%B6%85%E8%B6%8A%E9%9B%BB%E8%85%A6-122853017.html (2013, March) Cisco’s forecast of network flow trend:. 政治大 (2014, Nov) Business Opportunity of Mobile Devices: 立. http://www.cisco.com/web/TW/about/news/news_20130313.html. http://www.ettoday.net/news/20141119/427990.htm. ‧ 國. 學. (2012, Apr) Analysis of QR Code usage nowadays: http://fdsa147369.pixnet.net/blog/post/36148180-. ‧. %E3%80%90%E6%95%B8%E4%BD%8D%E3%80%91%E6%9F%A5%E5%AE%8Cqr-. y. Nat. code-. sit. %E5%A4%9A%E5%B0%91%E6%B6%88%E8%B2%BB%E8%80%85%E5%AF%A6%E9. n. al. er. io. %9A%9B%E8%B3%BC%E8%B2%B7%E5%95%86%E5%93%81 (2013, January) Taiwan Population Statistics:. Ch. engchi. http://blog.xuite.net/wellsli/003/42682383-. i n U. v. %E5%8F%B0%E7%81%A3%E6%AD%B7%E5%B9%B4%E4%BA%BA%E5%8F%A3%E 7%B8%BD%E6%95%B8%E7%B5%B1%E8%A8%88%28%E5%90%AB%E5%87%BA%E 7%94%9F%E6%AD%BB%E4%BA%A1%E7%B5%90%E5%A9%9A%E9%9B%A2%E5% A9%9A%29 (2012) Growth of Taiwan beverage shop: http://www.credit.com.tw/newweb/market/weekly/index.cfm?sn=153 (2014, May) Small and medium enterprises in Taiwan http://www.moeasmea.gov.tw/ct.asp?xItem=12061&ctNode=220&mp=1. 36.

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