I.

Business Model Overview

a. Introduction
Calleja Arlene Sayson CAS Industrial Supplies is one of the online shops
in Facebook that sell and provide t-shirt customizations to its customers. Derived
from the the name of the owners wife the company has been in the business
for five years from its only branch in Quezon City, Philippines where it provides
service for walk-in customers. The company is not yet considered a registered
company yet but they plan to go legitimate in the next few years.
As its numbers of customers increase, its competence against other
online shops remains stable, as they offer a wide variety of uploaded designs
that customers can choose from.
Before taking risks in the field of Information Technology, the company
incorporates the use of email and social networks along with traditional and
manual pen and paper system, wherein customers sends their desired designs to
be ordered. However, the order tracking was being sacrificed due to its manual
system. This predicament may affect customer satisfaction due to lost or
improperly completed orders as these paper slips serve as a manual
maintenance to track this history of their customers orders.
As orders increase rapidly, the company needs a system that will hold its
customers orders and more innovative ideas that would give it a chance to
survive in the current situations cutthroat competition. Replacing the traditional
pen and paper system to an online system will make it a permanent solution for
their customers especially for their patrons.

b. Current position
CAS Industrial Supplies is in the growth phase. For the first few years of
business, its growth is so slow that it made the owner almost give up making
them decide to take advantage of the modern technology in terms of
advertisement, records management, and even content management system for
their products and services.
The growth in customization industry is overt, but not too wide making it
an emerging industry; however, only a few people take risks or invest in this
business due to a mind-set that it may cause an early diminishing marginal utility.
c. Competitive advantage
CAS Industrial Supplies offers a wide range of products and customization
services that is tailored for their customers interests. Their customers are
ensured with a secured, convenient, hassle-free transaction with the means of
technology giving them an edge over to their competitors.
The company becomes more optimists about its growth when social
media became known to public, making them confident to have an edge to attract
more customers.
d. Growth Plan
Since the business is still in its growth phase, the companys goal is to
endure the hardships the company may face overtime. The owners believe that it
may be risky to enter the field of Information Technology, however for them this is
the only way to innovate, to get in trend, and to stay in business in a long run.

II.

Business Strategies
a. Objective and Goals
CAS Industrial Supplies, endeavours to achieve the highest level of
customer satisfaction in relation to both the products and services provided by
them. This is further achieved by ensuring that the highest quality standards are
adopted on all levels of production, for guaranteed 100% customer essential and
efficient when using the system. Furthermore the company is committed to
maintaining good relationship and working conditions with its staff, admins, and
third-party partners.
CAS Industrial Supplies offers its clients, a web-based system, that
manages the record of their customers which causes a possibility to reduce costs
associated with reverse feedback and hence increase customer service and
enhance customer loyalty. By providing no-hassle transaction response or
feedback satisfaction it will help customer become more comfortable with Internet
and web-based customization design.
CAS Industrial Supplies goal is to take one step at a time by innovating
their services with the means of Information Technology, seeing themselves by
making an additional 100% of their remuneration within the next 3 years.
b. Tactics

e-Advertising campaign
e-Advertisement also will contrast the positive experience of

responding products through CAS Industrial Supplies against the potential

pitfalls of responding product through other means. Marketing campaigns will
be intensified around holiday season, when the majority of responses occur.
Social media can be a powerful mean to promote their services; however, the
company believe that it will be much better if they use social media as the
user proliferates overtime.
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Internet Promotion
CAS Industrial Supplies involves the use of social media tool such as

Facebook to reach consumers in innovative ways. Given the increasingly

large number of consumers using social media, business of all types is
getting involved in social media in an attempt to reach new audiences and
strengthen their ties with existing customers.
CAS Industrial Supplies will have a website at casperph.webege.com
with information on the (CAS) services, procedures, benefits to consumers,
categorized by product, and a location finder linked to online maps. The site
will be designed for easy navigation or user-friendly and access to company
information.

Road Show
Though not yet implemented CAS Industrial Supplies plans to have a

road show which will attract large amount of customers using this promotional
campaign. The owners believe it will enhance the reputation and generate the
excitement and interest of the customers.

c. Core Values (DEPTH)

a. Deliver Superb Customer Satisfaction

CAS Industrial Supplies believes that customers is what the company
is made of. So the company assures that every customers concern is
being addressed properly.
b. Embrace and Drive Change through Innovation
The Company believes that changes are inevitable so we are open for
change with the help of Information Technology.
c. Pursue Growth
Great companies achieve great things. Pursuing growth by learning the
customers needs is the primary investment of the company.
d. Tailor the Customers Interests
To satisfy customers, piquing their interests wont be enough; a good
company should know how to value their customers basing it on their
individual preferences.
e. HEART Principle (Honesty, Excellence, Accountability, Respect,
Trust)
- Being honest all the time, making the company reliable and
trustworthy.
- We make sure that we attend to all our customers inquiries as
respect to them and being accountable.
- The company assures that their products and services are made with
pure excellence.

III.

Marketing

a. SWOT and Critical Success Factor

Strengths

Creative and innovative mind-set

Unique product offering
Limited competition
Ability to sell products online

Weakness
Application is only on limited products
Limited flexibility in pricing
Opportunity
Continued expansion for online sales
Ability to develop additional stores
Development of proprietary product
Threats
Changes in regulation may impact the business (once the company
becomes legitimate.)
Partial control for Stock and Inventory control.
Critical Success Factors
Business Process Capability
- Planning and Budgeting
- Financial Reporting
- Visualization of Results
Information Technology
- Self-support
- Business Intelligence foundation
- Data disposition
b. Market research
Demographics

Town

Manila

Bicol

Market Value

P100,000

Excess

Potential Customers

1 per quarter

3 per quarter

Competition

3 major competition

Online stores such

(including but not

as:

limited to:

- TshirtPrinting

- Airart

- CustomThread

- TshirtPrinting
- CustomThread)

The graph above shows the difference between the two cities which the
company caters the most (Manila being their only branch, and Bicol which
most of their patrons are located since this is the owners hometown). The
companys market value is only an excess to its branch, since the company is
focusing in getting more customers in Manila.
Target Market
CAS Industrial Supplies aims to sell their products to general public.
However according to their analytics; their buyers ages range from 14 to 57
years old with having the teenagers to late 20s being their top buyers on that
group range. Moreover, there are more male buyers than female buyers. In
addition, the customers are located in several cities locally, having Bicol with
the most number of customers which is around 200.
The company takes care of their customers by sending e-letters to them
giving them freebies and discounts on selected product or items. They also
have thousands of feedback form from their customers.

c. Distribution channels

CAS Industrial Supplies is limited to local transactions, however

exemptions can be done as an internal agreement between the owner and the
customers since rate is higher than what it is locally. So far, the company only
has local customers they cater every day. The company is hoping that with the
help of Information Technology they can even reach out international markets
within the next couple of years however the company doesnt rush and is still
patient about how their business will innovatively progress locally without
sacrificing its suppliers.

T-Shirt Distribution Channel

Ink Distribution Channel

d. Strategic alliance
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The CAS Industrial Supplies and Cestlavie IT Solutions will continue to

depend heavily on its alliance with its business, and automated customization of
printing design through the web-based technology. However, the company will
always be looking for better quality products, more favourable cost, or more time
efficient to deliver from other potential alliances.
The company also considers other T-shirt printing companies, non-profit
organization, and even corporations as a strategic alliance or even merger in the
future, since those companies and organizations can provide exposure to CAS
products.

e. E-commerce and technology

CAS Industrial Supplies plans to outsource development of its own webbased application that integrates CAS Industrial Supplies terminals into payment
processing, customization design of the customers, and customers database
system. This application will be hosted on a server, which will be linked, through
a web-based interface. The end-user interface on the clients PCs will be design
to be intuitive, user-friendly, and simple.
In improvement of productivity of CAS Industrial Supplies using ecommerce the time required to create, transfer and process a customer
transaction is significantly reduce. Furthermore human error like duplication of
records is largely eliminated with the reduction of data entry and re-entry in the
process. This improvement in speed and accuracy plus the access to customers
document and information will result in increase in productivity. CAS Industrial
Supplies have a better customer service that customer can enjoy the
convenience of the web-based system any hour and anywhere.

f. Tactical promotion plan

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The long-term goal is to gain enough visibility to leverage the product line
into other country and generate inquiries from the potential inventors. To do that
CAS Industrial Supplies needs:

Internet promotion
CAS Industrial Supplies are using social media as the main promotional

tool as the variety of fairly new low-cost advertising and promotional tools that
you can use. CAS Industrial Supplies uses the advantage of internet as low-cost
or free to expand territory of the business.

(Reference: http://www.casperph.webege.com)

Viral strategies promotion

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CAS Industrial Supplies has design a strategy that encourages others to

carry messages via-email, using network relationships and preferably CAS
Industrial Supplies resources. This will result to gain good feedback to the
customers.

(Reference: http://viralmarketingprofessor.com/tag/marketing-strategy/)

Public relations
CAS Industrial Supplies will also venture in making news released picked up

by several print and/or internet publications that will get a tremendous boost in
traffic with inexpensive events and services but ensuring publicity excellence.

(Reference: http://www.cohnpr.com/)

E-mail Publishing
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CAS Industrial Supplies E-mail publishing is primarily way to conserve the

people who have shown some interest to the business by coming to the website
responding to one of the offers CAS Industrial Supplies made.

g. Marketing Budget
Estimated Total Cost per Instance
Category
Internet Promotion

P5000.00

Site Hosting
Developer (per Ad during
maintenance)

Viral Strategies Promotion

Customer Incentives
Discounts

Public Relations

P50000.00

Media Exposure

Email Publishing

P50000.00

P2500.00

Email Upgrade (Optional)

Total Possible Cost

P107500.00

The graph for the marketing budget shown above shows the companys
tactical promotional plan possible cost. The internet promotion will cost most
likely around P5000.00 (P2500.00 for the additional task for the developer during
the maintenance, and P2500.00 for uploading the site via web, which is good for
a year). Viral Strategies shows an estimate price of P50000.00 given an incentive
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and/or discount of P50.00 for 1000 orders. Public Relations will roughly cost
P50000.00 with a variable of P1000.00 per person for 50 people during a
conference. Email publishing will be optional, depending on what is the need to
send emails. If the number of emails sent within a day is greater than the mail
quota, then an email upgrade would be the best option.

h. Credibility and Risk Reduction

Since CAS Industrial Supplies is already growing especially with the help of
technology. The company plans to go legitimate within this year or the following
years. Being a registered company will help them attract customers more than
what they are currently getting, since legitimacy of business through government
registration and being subjected to the mandatory laws will put confidence to the
customer especially when buying.
The credibility of CAS Industrial Supplies will increase via customers
evaluation or feedback where it will be displayed on the website which will
attract myriads of customers due to the legitimacy of the site and confidence on
others feedback. The company offers a money back guarantee on all products
they sell and refunds or replaces for any product claim including but not limited to
warranty, strict liability and misrepresentation.

IV.

Team and management Structure

a. Skills, experience, training and retention
Current staff team:
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Manager is the brain of the company and is the one responsible

for planning and analysing how the business will grow. He also runs
finances including budget and expenditures.
Assistant Manager is the lead of the staff. She trains the staff
about the production, and she is also the one responsible for business
negotiations (i.e, Third Party assistance, Advertisers, etc).
Staff are the one controlling the production works. Since the
company is still in its growth phase, the company has only two staff which
is freelancers. In the meantime this staffs is responsible in designing and
production.
Network Engineer has good knowledge of IT system and very
good knowledge of network infrastructure. Currently works in local IT store
offering advice to company about the infrastructure. Network Engineer will
be put in charge of website and the day to day of maintenance of the
website.
Both manager and staff will have to be trained to use and navigate
the new website. The Network Engineer will be the one responsible to
train the manager on how to make it.

New Staff
If ever the company hires a new staff, the new staff will undergo
training mainly in production and designing. The company begins to grow
overtime that they need someone who can work closely with the current
staff to ensure that customers satisfaction are met without sacrificing the
time needed to produce a certain product. This staff will be trained to

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shadow the current staff for a week before being allowed to start the
position.
b. Management System
CAS Industrial Supplies Management Structure:

The business is consists of a manager who owns the business together

with the network engineer who helps the manager find the right business solution
through information technology. Under the manager is the assistant manager
along with its two staff who help the manager in production works. The company
is not so strict when it comes to house rules, just being punctual is enough for
them as the company values the customers time.
The company uses the CASPer site to produce financial reports and
analyse how the business is going. With the help of this site, the owner can run
financial monthly and annual reports, how many visitors visit the page, what kind
of designs the customer wants, what colors the customer wants, and more.

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V.

Budget for supplies and equipment

Supplies / Equipment
Before

Price
After VAT

Lifespan

DTG Printer

VAT
172000.00

196000.00

4-5 Years

DTG Ink

880.00

1000.00

Per liter, 1 month

TShirts

316000.00

360000.00

1 year

2500.00

1 month

DTG Maintenance

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IT Maintenance

2500.00

1 month

Hosting

2500.00

1 month

VI.

Summary

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CAS Industrial Supplies is one of the T-shirt companies that provide t-shirt
customization and personalization that is being already being patronized by
several customers. Even though the company is battling a tough and cutthroat
competition, the company strives to be the best by innovating their processes
with the means of technology.
The company isnt fully known in the Philippines yet as it isnt registered yet.
However the company is planning to go legitimate within a year or two planning
to attract customers with security and assurance. The company is in its growth
phase and its primary competitive advantages will be innovative solutions, the
product quality, and the good customer service they provide.
The company believes that these advantages may not be enough to sustain
the competition around it, so CAS strategize to promote the business via the
internet, some viral strategies that would attract customers, public relations, and
email publishing while strengthening its strength more and taking the
opportunities once at a time while eliminating its weakness and threats.
CAS Industrial Supplies expects to earn the modest profit by the next year
based on projected sales. The projections will be based on the following key
assumptions: a. Initial growth will be moderate as the company establishes
awareness in the market. b. Initial equipment purchases will stay in service for an
average of three to five years; the company will begin investing in new equipment
to replace damaged equipment. c. Residual profits will be reinvested in
expanding the product and service line. The company projects a 10%-15%
growth rate for the next year, and planning to win the competition in the industry
this year.

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