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The The EntrePlayer™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 PrepositionAn 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 MixMarketing 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 PhasesYear 3 onwards: • Phase 7 & recurring Phase 8

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Marketing Mix (Promotion)

Phase 1: Offering of trial sets to SchoolsTarget:• Target Market schools whose

Mission & Vision coincide with Innovation & Enterprise

• Offering Schools PR Coverage

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Marketing Mix (Promotion)

Phase 2: Conducting SeminarsTarget: 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” DayA 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 HighlightsCapital 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 HighlightsItem/Year

2007 2008 2009 2010 2011 2016

Projected Sales

39,650610sets

48,750750sets

139,0003350sets

252,0006300sets

297,5007000sets

1,190,00028000sets

Gross Profit

33,550 53,250(additional revenue)

118,000 201,000 239,500 992,000

Projected Net ProfitAfter 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 EndThe EndThe EndThe End

Question & AnswerQuestion & Answer

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Presented By IEG Team:

• Hanson Xie• Tan Qiu Yu• Tan Kai Zhuan

• Tan Yuan Zhi• Benson Oh• Benny Tan