The EntrePlayer

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The EntrePlayer
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The EntrePlayer

• MISSION STATEMENT
• In I.E.G,
• WE aim to be an innovative company producing
  interesting challenging games with unlimited
  educational value and customer service,
  creatively designed for Singapore population.

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The EntrePlayer

• Selling Preposition
• An Interesting board game which will aid youth to
  better understand the
• thinking process and difficulties
• to Entrepreneurship based on
• local context

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Uniqueness ofThe EntrePlayer

• Serves the needs of the Community in the area and
  knowledge of Entrepreneurship
• Serves as a teaching aid for educators in the
  vast education system.
• Allow players to understand and have a feel how
  Entrepreneurs clear obstacles to find success
• Educate Youth Educators on leading
  Entrepreneurs in Singapore and how these
  Entrepreneurs shape the local Business Landscape.

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Target Market

• Youth (ages 13 and above)
• Primary Strategies
• Secondary Schools
• Commercial Schools
• Secondary Strategies
• Commercial Stores such as METRO, Toy R Us, etc.

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Business Model

• Business to Consumer (B2C) Model
• IEG will deal directly with Consumers for the
  first 2 years of business as we have limited
  resources
• 3rd year onwards, Business to Business (B2B)
  Model. IEG distributes to retailers and reach
  target market via them

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Summary Findings

• Educational Institutes
• 158 Secondary Schools
• 147 Commercial Schools
• Total of 264,816 students as of 2004
• Primary Total Value of
• SGD 4,303,260

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Survey Findings

• Sample size of 240
• Ages 13 - 17
• Questions
• Genres of Board Games preferred
• Types of Board Games preferred
• Selling Price per Board Game
• Duration of Game Play
• Viability of Board Game YES!

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Research Findings

• Ministry of Education
• Emphasis of Innovation Enterprise
• Emphasis in finding new teaching methods
• General increase awareness and emphasis on
  Entrepreneurship
• (e.g. Spring Singapore MCYS)

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Competitors Analysis

• Mattel, Inc. (started in 1945)
• Worldwide Leader in Toys Industry
• HasBro, Inc.
• 2nd Worldwide Leader in Toys Games
• Milton Bradley
• Parker Brothers (started in 1883)
• Both started their own Charity Foundation aimed
  at helping needy children

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Mattel Incorporation

• Started in 1945 in United States
• Producers of
• Barbie Dolls
• Hot Wheels Match Box cars
• Board Game Otello (Reversi)
• Card Game UNO

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HasBro Incorporation

• Started in 1923 in United States
• Parker Brothers Milton Bradley are subsidiaries
  of HasBro, Inc.
• Producers of
• Monopoly (during the Great Depression)
• Scrabble
• Game of Life

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Their Strength

• Mattel, Inc dominates largely of the Toys
  Industry, little emphasis on Games Industry
• Enjoys Economic of Scales
• Large Earnings Yearly
• Ability to buy over competitors companies
• Products are world known (Barbie Dolls)
• Recognised as Socially Responsible for having
  their own Mattel Foundation.

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Their Strength

• HasBro, Inc. dominates largely of the Board Game
  Industry instead of Toys Industry
• Enjoys Economic of Scales
• Large Earnings Yearly
• Ability to buy over competitors companies
• Products are world known (Monopoly Scrabble)
• Recognised as Socially Responsible for having
  their own HasBro Foundation.

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Their Weaknesses

• Both Mattel Hasbro are exposed to fluctuating
  economic and political conditions to different
  markets.
• Due to the huge span of control, they are unable
  to focus on the specific interest of each market
  segment.

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Potential Partner

• Settlers Café
• Local Café which offers a wide array of board
  games for play.
• Board Games offered cannot be bought locally.
• Do not sell board games, only rental.
• Invented their own board game.

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Marketing Mix

• Marketing Primary Objective
• To create awareness within Target Market
  Potential Markets
• Marketing Secondary Objectives
• To be known as an Innovative Educational Games
  Producer
• To be known as a Youth Career Development Company

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Marketing Mix (Product)

• Core Product
• Educational board game in the field of
  Entrepreneurship
• Social thinking mindset
• Actual Product
• Features that allow interaction among players,
  game-play require players to practice critical
  thinking
• Compact, easy-to-store and attractive packaging

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Marketing Mix (Product)

• Augmented Product
• Delivery of products to the school
• Year warranty for any manufacturing defects,
  severe wear and tear of any board game parts, not
  applicable to loss of any board game parts
• Short workshop to tutor students on how the game
  is played at no extra charge, limited to 20
  students per board game purchased
• Bi-monthly E-newsletters

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Marketing Mix (Price)

• Cost-Plus
• Ensure profit will be earned
• Market-Skimming
• New product in new market
• SGD 64.90 per set

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Marketing Mix (Place)

• Year 1 2
• Direct Distribution
• Year 3 onwards
• Megastores
• E.g. Popular, METRO, Toy R Us

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Marketing Mix (Promotion)

• Total of 8 Phases
• Year 1 2
• 6 Phases
• Year 3 onwards
• Phase 7 recurring Phase 8

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Marketing Mix (Promotion)

• Phase 1
• Offering of trial sets to Schools
• Target
• Target Market schools whose Mission Vision
  coincide with Innovation Enterprise
• Offering Schools PR Coverage

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Marketing Mix (Promotion)

• Phase 2 Conducting Seminars
• Target ALL target market schools
• Acts as soft-launch of EntrePlayer
• To encourage purchasing intentions
• Increase awareness via Testimonies from Phase 1

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Marketing Mix (Promotion)

• Phase 3 Conducting Assembly in School
• Schools are lack of spokesperson for weekly
  assembly talks
• Provide spokesperson
• Promote EntrePlayer
• Promote upcoming Competitions

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Marketing Mix (Promotion)

• Phase 4 Advertising
• Posters (Sizes of A2 A3)
• To be distributed and pasted in ALL secondary
  commercial schools
• ZO Cards (Postcards)
• To be placed in locations where target market
  hang out
• Online Websites
• Website will be set up as a form of advertisement
  and providing information
• E-Mails
• E-Mails will be sent out to ALL secondary
  commercial schools in Singapore

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Marketing Mix (Promotion)

• Phase 5 Conducting Workshops
• To aid schools their EntrePlayers in coping
  with the upcoming competition
• Educating them on introductory knowledge of
  entrepreneurship
• How the knowledge learnt is of linkage to the
  game
• Each Team will be charge at SGD10.00

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Marketing Mix (Promotion)

• Phase 6 The EntreBusiness Day
• A Competition Day jointly organised with partners
  and sponsors such as
• Ngee Ann City
• Spring Singapore
• Ministry of Education
• Etc.

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EntreBusiness Day

• Two major categories
• Board Game Competition
• EntreBusiness Competition.
• Prizes will be awarded to individual events and
  overall team event.
• All or part of the proceeds from the
  EntreBusiness will be donated to charities.

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EntreBusiness Day

• Competition Requirements
• Only 200 Teams will be allowed to compete (first
  come first serve)
• Each Team is charged SGD30.00 for registration
  fees
• There is no limit to the number of teams an
  education institute would like to send

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Marketing Mix (Promotion)

• Phase 7
• Targeting Departmental Stores
• Board games will be sold at SGD40.00 per set to
  each selling outlet on assumption that they sell
  180 set annual
• Selling Price to Public SGD69.90
• METRO (5 stores)
• Toy R Us (6 stores)
• Popular Book Store (25 stores)
• Settlers Café (3 stores)
• Takashimaya Departmental Store

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Marketing Mix (Promotion)

• Phase 8
• Repetition of
• Phase 4 (advertising)
• 3 months prior to event
• Phase 6 (EntreBusiness Day)

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Financial Highlights

• Capital Model
• Capital Requirements
• SGD 90,250
• Sources of Funding
• Angel Investors (SGD 40,000)
• 6 Shareholders (SGD40,000)
• Bank Loan (SGD 20,000 at 9.5 interest rate)
• Payback
• Estimated at the 8th Year

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Financial Highlights

• Revenue Model
• Sales of EntrePlayer
• Direct Sales to School
• Departmental Stores (Year 3)
• Cost Fee for Workshops
• Registration Fees for Competition
• Sales of other Board Games

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Financial Highlights
Item/ Year 2007 2008 2009 2010 2011 2016
Projected Sales 39,650 610sets 48,750 750sets 139,000 3350sets 252,000 6300sets 297,500 7000sets 1,190,000 28000sets
Gross Profit 33,550 53,250 (additional revenue) 118,000 201,000 239,500 992,000
Projected Net Profit After Tax (28,993.80) (9,573.80) 18,876.20 17,740.96 18,940.96 260,822.88
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Operation Plan

• 6 man operation business
• 5½ day work basis.
• Total 39 hours weekly (1 hour lunchtime)
• SGD600 monthly per employee commission
• located near Toa Payoh Central
• monthly rental cost of SGD1, 000

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Conclusion

• The EntrePlayer is not just a board game, it is
  an educational board game which elevates learning
  into a new form.
• Players gains
• Introductory Knowledge to Entrepreneurship
• The thinking mindset

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Website

• Please visit our website at
• http//web.mac.com/iegames/iWeb/Site/Home.html

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The End

• Question Answer

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Presented By IEG Team

• Hanson Xie
• Tan Qiu Yu
• Tan Kai Zhuan
• Tan Yuan Zhi
• Benson Oh
• Benny Tan