super cheap auto group market updatemedia.supercheapauto.com.au/corp/files/documents/bcf launch...
TRANSCRIPT
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Super Cheap Auto Group
Market Update
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The Stuff we will talk about today….
Super Cheap Auto
Our Dream
The NEW CONCEPT
Our Plans
Our Team
The Numbers
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So what about SCA?
Despite a tough retail market, earnings are still expected to be in line with market expectations.
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Our Goal
To achieve and maintain the position as the leading retailer of automotive products, handyman items, tools and equipment in Australasia
To operate 300 + stores across Australia and New Zealand
To achieve this position as quickly as possible depending upon the availability of suitable sites.
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Our Team
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Store Merchandising & OperationsProduct Development and Brand ManagementMarketing & PromotionsImport ManagementBusiness Systems and TechnologySupply ChainProperty ManagementFinance Human Resources
In the past that we have spoken about new concepts whereby we can leverage our core competencies.
Our Core Competencies
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We have a dream…
February 2003 Strategic workshop on the future of Super Cheap Auto
One of the categories identified was Camping and associated products as being a strong retail opportunity
Assessment of the market completed by Core Economics
Concept model developed in 2004
Assessed how SCA core skills could be utilised
Decision made to acquire CampMart
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Acquisition of CampMart - OverviewSE Queensland based camping and leisure products retailer
Founded in 1982 by Ron & Rita Liekari4 stores in the greater Brisbane area
LawntonCapalabaSpringwoodKeperra
Acquisition created a low risk entry and information into a new market
SUL plans to develop and grow the business organically
Business and trading assets acquired for $6.4m (4.9 x ’04 EBIT)
Acquired February 2005
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The Market
Our concept is much bigger than just camping On the categories that we will stock, the market is worth - $1.8Bn to $2.0Bn in 2005 – increasing by 3.5% per year.
Household expenditure on our categories of $350 to $900 per year, varies dependant on income, family type and recreational pursuit. Non capital city expenditure is higher per household.
Accounts for 2.8% to 4.0% of typical household expenditure.
Top end of the market (mainly active family) spend $5,000 to $8,000 per year.
Core Economics Board Presentation
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The outdoor recreation market has been growing steadily for a number of years. From 1999-2000 to 2003-2004, growth per year averaged 5.65%.
Boating, camping and fishing have traditionally been strong in Australia.
Have benefited enormously from the increased interest in an outdoor lifestyle and Baby Boomers.
Stores catering to the boating, fishing and camping markets have by and large been specialised and fragmented.
Research identified a link between boating, camping and fishing but no major retailer specialised in all three combined categories.
No retailer offered extensive ranging across all the three categories.
The Market
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Current Players
Boating
Bias - 15 stores across QLD, NSW, WA
Whitworths - 12 stores across QLD, NSW, VIC, WA, SA
Anaconda - 1 store
Specialist boating stores Australia wide mainly linked to boat dealerships
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Current PlayersCamping
Rays Outdoors - 17 stores
Downunder - 4 stores in Brisbane
Aussie Disposals - 37 Stores
Kangaroo Tent City - 4 Stores in Sydney
Boots/Great Outdoors - 41 stores across Australia
Kmart - 167 stores
Big W - 120 stores
Camping World/Independents. General buying group of 55 stores.
Anaconda - 1 store
Amart All Sports - 26
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Current Players
FishingKmart - 167 stores
Big W - 120 stores
Amart All Sports - 26 stores
Tackle World - 35 store buying group
Rays Outdoors - 17 stores
Anaconda - 1
Boat dealers
Bait shops
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Generalists – Big W, Kmart
Specialists – Amart All Sports, Mossops
Other – sports, bait and tackle
- Service/ advice - Price
- Range - Location
- QualityFishing
Generalists – Big W, Kmart
Specialists – Rays Outdoors, CampMart, Tentworld (considered to be the main store)
Other – sports, top end specialists and disposals
- Service/ advice - Location- Range- Price
- QualityCamping
Generalists – Big W, Kmart
Specialists – Whitworths, Bias (considered to be the main store)
Other – all other marine outlets
- Advice/ service - Parking
- Quality - Opening hours
- Range
- Availability
Boating
Leading shopsDriversArea
Our assessment of the market
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Our Creative Partners - IdeaWorks
Established 1980
Australia’s only true specialist retail marketing communicationscompany
Offices in Sydney, Melbourne, Brisbane, Auckland
90 staff
Besides CampMart, broad range of retail clients, and brand clients focused on the retail channel
Experience in planning and developing new concepts
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Strategic Development ProcessTried and tested process
Starts with an analysis of Category, Competitors, Customer & Company
Identifies trends and issues
Aligns with business vision and objectives
Details statements of intent around ‘7 P’s’Product
Place
Price
Promotion
Presentation
People
Process
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The Dream is about to become a R E A L I T Y
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Meet Simon… our customerMarried to Colleen with three kids
Finance guy and good bloke
Drives a Pajero (that actually gets used outside of the city)
Lives in a house that is constantly under construction(and he must finish that bathroom one day)
Likes a good red and brews his own beer
Rides a bike on the weekend to keep fit(and has gone in the Sydney to Woollongong bike ride)
Would lay down his life for the Roosters
Must find room in the garage one day for the car (there is plenty of room though for the camping gear, fishing gear, kayaks etc.)
Favours shorts and bare feet on weekends(even in the middle of winter)
NOTE: while Simon is a ‘pen picture’ of the BCF customer, the BCF target is necessarily broad and takes in the full spectrum of middle Australia – what they all share is a ‘Simon-type’ attitude
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Attitude/Purchase DriversOne stop shop – boating, camping, fishing
Value-for-money important – won’t pay over the odds
First timers want base package (solution selling)
Experienced customers want the latest, greatest – one-up-manship
Recognised brands provide a comfort factor/credibility
Requirement for safety/security in boating and technical advice in boating and camping
Need to feel they can trust the team-member’s expertise; don’t want the Bunnings-style salesperson
Don’t want a hard-sell environment
Want to be able to browse, but don’t want to feel abandoned (service needs to be close-by)
Strongest attraction – unique product offering (width and depth, category integration and ‘top end’ inspiration)
Biggest turn-off – team-members who don’t know their stuff
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Simon values...Clean, non-cluttered, well-organised environment
Non-intimidating sales process
A place to browse and gather information
Extensive, but well-edited range
Known brands
One stop boating, fishing and camping shop
Service (personal and information) in-store
Knowledgeable, passionate staff
Guarantees and warranties
Fairness in pricing
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Brand Essence
Bloke’s Heaven(Bloke can be male or female)
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Customer Value Proposition
It’s like a mate with the most awesome shed I’ve ever
seen…well-organised with everything I need for my
boating, camping or fishing experience.
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BCF: What It Is, What It Isn’t
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Is outdoor enthusiast
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Isn’t outdoor extremist
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Is suburban
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Isn’t urban
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Is Pajero
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Isn’t Range Rover
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Isn’t Metrosexual
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Is Retrosexual
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Is Natural
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Isn’t Greenie
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Is Service (personal or information)
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Is relaxed professionals
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Is quality product
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Isn’t crap
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Is all the gear for gadget freaks
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Is knowledgeable
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Isn’t superficial
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Is efficient
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Isn’t sloppy
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Is simple
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Isn’t complicated
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Isn’t Rex Hunt
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Isn’t Steve Irwin
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It’s the journey
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Isn’t JUST the destination
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The BCF PromiseThe quality you demand
At BCF, we only sell quality brands from trusted manufacturers. We are committed to offering the widest range - from the tried and true to the latest and greatest. But if a product doesn’t measure up, it doesn’t make it into our store.
The price you deserveWhen you shop at BCF, you know you’ll always get a fair price. We regularly check the competition to make sure we are competitive and, wherever we can, we add extra value to give you an even better deal.
The advice you depend onAt BCF, our people love boating, camping and fishing as much as you do. They are passionate about their pastime and if they can’t give you an answer on the spot, they’ll find a team member who can.
If you’re not totally happy, we’re not happyIf you’re not 100% satisfied with your purchase, just let us know. We’ll either sort out the problem or give you your money back.
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Product Statement of IntentBCF will deliver a comprehensive and complete product offer across boating, camping and fishing to meet the needs of its target audience (first timers through to passionates) and exceed expectations in both depth and width.
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Pricing Statement of IntentBCF will offer a fair and consistent pricing policy.
We intend to be competitive in the market place, but not a discounter.
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Place Statement of IntentBCF will secure sites that are destination retail, prominent in location, building and signage.
They are to be located wherever possible in multiple clusters within metropolitan or regional centres, recognising the benefits of marketing umbrellas (media markets).
Store sizes will be 1500 to 2000 sq metres
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Promotional Statement of IntentBCF will engage customers from day one by explaining what the brand is all about and showcasing its personality.
The promotion of BCF will be clear, consistent and persistent and communicate in an informative and knowledgeable way, while dominating events to generate traffic and sales.
BCF will be the most dominate advertiser in this market
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Presentation Statement of IntentBCF is a well-organised, uncluttered, cleverly signposted (using BCF speak) and easily navigable environment where product is king.
Our intention is always to inform the customer and encourage interaction and purchase.
The stores will be bright and orderly but not sterile and will focus on the product.
The hero categories will be positioned around the perimeter of the store with tents displayed at the rear of the store or on a mezzanine where possible.
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People Statement of IntentBCF will be represented through its team-members’ knowledge, skills, passion and desire to provide real solutions for real people.
They will project trust, reliability, honesty and be informative, believable and comfortable to deal with. (BCF is my mate).
Our Team Framework principles are based around:Passion for what we do
Open communication and clear objectives
Enthusiasm - we fight the fish all the way to the net
Integrity - you can trust what we say
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Bringing the Brand to Life
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What categories of Product will we offer?Boating
Navigation & CommunicationBoatWatersportsBy the Metre
ApparelFootwearBottomsTopsSun ProtectionThermal UnderwearSocksGlovesHeadwear
FishingRods Reels Terminal Tackle Accessories
MediaMaps & GuidesBooksMagazines & NewspapersElectronic
Tools & MaintenanceToolsLubes & Chemicals
Trailer/4x44x4Trailer
CampingShelterToilet & ShowerBeddingFurniture CookingGas & Fuel AppliancesFridges & CoolersTablewareSafety + ProtectionGroceryEntertainmentLuggageStorage
Electrical & PowerElectricalPower
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What are some of the things that will impact our customer ? Our HERO categories….
Marine Electronics (sounders and GPS) 66 different models
Rope (over 20 kilometres in store)
Tents - 60 in store (we could sleep 240 people)
Coolers and Fridges - we can hold approx 18,500 litres in our fridge & coolers range
Fishing Rods - over 1000 in store
Fishing Reels - over 600 in store
Lures - over 12000 in store
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How will we market our brand ?
Extensive range catalogues
Television
Press
Radio
Mail order
Internet
CRM initiatives
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‘BCF Speak’
One of the things that will distinguish BCF communications is a unique tone of voice
If BCF is like your mate, BCF should speak like a mate
BCF speak should be conversational, straightforward, funny and a bit blokey
But, like a good mate, it can also be knowledgeable, practical and trusted – especially when we are talking about serious subjects like safety
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Here are the stores
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Stores opening in 2nd Quarter 2005-06Lawnton
Springwood
Capalaba
Keperra
Labrador
Maroochydore
Browns Plains
Toowoomba
Townsville
Mackay
Cairns
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Lawnton- CampMart
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Lawnton- BCF
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Springwood- CampMart
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Springwood- BCF
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Capalaba- CampMart
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Capalaba- BCF
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Keperra- CampMart
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Keperra- BCF
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Labrador- BCF under construction now
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Labrador- BCF under construction now
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Maroochydore site
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Maroochydore- BCF
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Browns Plains site
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Browns Plains- BCF
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Future Store opening
Another three stores to open in the 3rd
Quarter.
Taking the total to 14 by June of 05-06
Potential stores numbers in excess of 60 across Australia and New Zealand
Progressively expanding from Queensland into other states
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What’s been done?
Management team recruited
Vendors have received their first order for a model store
Set up teams have been created
Store designs and layouts are complete
First new BCF is being created now
The refurb program for the four Campmart stores is already under way
The marketing plan is in place
Team members are being recruited and training has commenced
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Steve Doyle – General Manager BCFSteve has 17 years of retail experience in Australia and overseas, with Woolworths prior to joining the Super Cheap Auto in 2002.
Steve won the Queensland Retail Association's Young Retail Executive of the Year Award in 1991
Won the Australian Supermarket Industry Scholarship Award in 1994.
Won the Australian Institute of Management Young Manager of the Year Award for Brisbane in 2004.
In Super Cheap Auto Steve held the roles of:
Marketing Manager
Retail Operations Manager & General Manager Retail
General Manager Merchandising
Steve led the project team for the acquisition of Marlows and also the launch of SCA into New Zealand.
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Tom Panic – Merchandise ManagerTom has over 30 years in the Australian retail industry.
Super Cheap Auto for 6 years as Merchandise Manager.
Franklins supermarkets for 12 years as:
General Merchandise Buyer
State Retail Operations Manager
State Merchandise Manager in QLD
Tom’s responsibilities at BCF are merchandising, procurement and inventory.
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Jason Wolff – Marketing ManagerJason has 8 years experience with Super Cheap Auto
Retail management, New Store Set Up Manager, most recently Promotions Manager of Super Cheap Auto.
Jason has been involved in the management team that handled the conversion of the Marlows & Rocca Bros chain of stores in WA, SA & VIC and also worked and managed many areas of Super Cheap Auto’s move into New Zealand from product ranging to the opening of many of the initial stores.
More recently Jason has been involved with the Super Cheap Auto sponsorship of the Bathurst Round of the V8 Supercars and the new relationship with leading V8 Supercar Team PWR now known as Super Cheap Auto Racing.
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Terri Greentree – HR ManagerTerri has 16 years experience in Human Resources, in a range of generalist and specialist roles.
She joined Super Cheap Auto in 2004 as Team Development Manager.
Terri has previously worked with Telstra and semi-government organisations focusing on HR, communications and change management programs.
Terri holds a Bachelor of Business (HR) and Masters of Management (HR), and is a Member of the Australian Human Resources Institute.
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Wayne Faulkner – Area ManagerWayne has 27 years of retail experience in Coles Myer. Prior to joining Super Cheap Auto, Wayne held several management positions within Kmart.
Wayne joined Super Cheap Auto in July 2000.
Wayne’s career has been in Store Management and Area Management with Super Cheap Auto
Wayne is responsible for the day-to-day store operations and set up of new stores
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Anna Chipperfield – Administration Manager
Anna has recently returned from overseas, after having spent 3 years in London and 2 years in the Middle East working in the interior construction and design industry.
She is experienced with establishing operational procedures and business expansion projects.
Anna has been the Merchandise co-ordinator for Super Cheap Auto, coordinating the operations of a team of 50 people.
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So what about the numbers that really count….
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BCF Financials - Sales
Sales anticipated to be circa $5m to $6m at maturity
Sales will take 3 years to reach maturity achieving 75% to 80% of mature sales in year one
Sales in 3 of the 4 stores acquired from CampMart will be lower due to smaller size
Like for like sales post maturity anticipated at 4% to 5% - slightly ahead of market growth due to brand strength
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BCF Financials – Gross Profit and Expenses
Gross Margin initially anticipated at 34% to 35% in year 1 lifting to around 37% to 38% by year 3 reflecting relatively small scale and very limited own brand and import at start up
New product development will be a key focus to drive margin improvement but will require marketing investment support
Opportunities exist to leverage Super Cheap Auto’s import procurement capabilities to improve margin
Increased scale and expertise will improve margin over time
Ongoing store expenses (incl. advertising) expected to run at around 24% of sales in year 1, declining to around 22% in year 3.
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BCF Financials – Investment per store
Capital Store Fit-out - $500,000
Net Stock Investment - $1,200,000
Store Set Up Costs - $100,000
Launch Advertising - $160,000
Store Set Up costs and Launch advertising will be expensed as incurred
Total investment in each new BCF store will be circa $2m
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BCF Financials – Store Cash Flow
-514
588
-241
-24
853
Yr 3
101-1,102-1,544Cumulative Cash Flow
615442-1,544Net Cash Flow
-252-178-46Tax
-24-24-1,960Set Up and ongoing Investment
891644462Store Contribution (pre depreciation)
Yr 4Yr 2Yr 1
Store contribution excludes head office support costs
Stores pay back initial investment over a 4 year period
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BCF Set Up Costs – 2005/06
Total BCF Store Investment - $26,140,000Including store conversionsFixed Assets - $8,000,000Working Capital - $14,500,000Revenue Costs - $3,640,000 (Initial brand launch $2.2M)
BCF Concept Development - $1,360,000All costs expensedProject Team - $1,130,000Expenses - $230,000
Total Set Up Costs – $27,500,000Capital Costs - $22,500,000Revenue Costs - $5,000,000
BCF will expense $5m of set up costs in the 2005/06 year.
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BCF Financials – Overall Impact in 2005/06
Store sales and profit contribution depending on store opening schedule
Sales anticipated to be around $40m
Store contribution expected to be around 10.5% of sales
Support costs anticipated at around $3m
Revenue set up costs anticipated at around $5m
Set up costs will result in a negative EBITDA contribution to Group results in 2005/06