Transcript StoBa - Theresianum

Clemens Salomon
Kristi Rothländer
Max Nusser
Laurenz Fußenegger
Sebastian Saxinger
StoBa
General information
Founding
• Sonja Baldauf, Wladyslaw Stopa
• 2006 in Vienna
• LTD
Products
• Shaving soap, body soap, teeth soap, soft soaps
Development
Competitors
• Soap shop in the 3rd district
• Relocation of production in own hall
• Lush/Bodyshop/Bipa
• All of the above listed sell soap
• Body wash
The long way to success
• Stadlau Soap Maker
• Old recipe
• Stopa is an apprentice
• Baldauf meets him in Vienna
• Location Vienna
Clean personalities
Sonja
Baldauf
Partner
Supervision &
Management
Production
Wladyslaw
Stopa
Mariella
Christoph
Hegglin
Angelika
Warehouse
Personal customer care
Office
Area for sales
Information
Production:
Own workshop
F&E:
New Trends
Sales
Companies
from Austria,
France,
Switzerland
Coconut oil,
Extracts, Lye
Products
Suppliers
From fat to fragrance
Shop (3rd
district),
Online-Shop,
Hotel
Boiler
Trimming
Solidification
packaging
Customer analysis
0%
30%
Age structure
70%
Occasional
customers
Regular customers
Why buy here...?
reasons
5%
14%
Product distribution
36%
hand soap
18%
30%
27%
30%
something special
Bio/salvation
soap
personal support
shaving soap
9%
allergy friendly
christmas
nearness
soft soap
17%
14%
other
Favourite soaps
Summer:
-Mince
-Sage
Due to
seasonal
influences
Winter:
-Violet
Christmas:
-chocolate
-cinammon
All year: Biological Soaps
You are not alone!
• B = Bipa
• D = DM
• E = Drogerie
Evelin
• G=
Reformhaus
Gertraud
Völkl
StoBa
Bipa/DM
Alles Seife
Bodyshop
Lush
Rather
cosmetic,
also soaps
Big supply on
soaps
>650
Mio.€
>250
Mio.€
Is not
specified
Large
advertising
(TV, radio
etc.)
35% of
target group
know
products
Long
advertising
videos; no
classic
commercials
Hardly any
existing
adverts
Austria/11
European
countries
65 Countries
worldwide
47
Countries
worldwide
Vienna
Wettbewerberanalyse
Products
turnover
adverts
location
Body-soft
soaps
180.000 €
Hardly any
advertising
Vienna
Wide range of
cosmetic
730
Mio.€ / 6,2
Mrd.€
Bio-Seifen
Foaming it up?
220000
170000
120000
turnover
profit
70000
20000
2009
-30000
2010
2011
PaL 2011
turnover
180.000,00 €
- Employee´s wages
- 70.000,00 €
- Energy
- 5.000,00 €
- Raw materials
- 34.900,00 €
- Fixed costs
- 3.000,00 €
- External costs
- 3.000,00 €
EBIT
64.100,00 €
- Value added tax
- 36.000,00€
EBT
28.100,00 €
- Local tax
- 2100 €
profit
26.000,00 €
Adjusted expenditure
1% 3%
1%
4%
30%
61%
wages
raw materials
rent
energy
insurance
external costs
SWOT
-
- Weak internet presence
- Advertisement only
through word of mouth
Personal support
Great location
Good customer base
High quality
- Many opportunities to
change
- Upgrade of adverts
Strengths
Weaknesses
Chances
Threats
-Superior competion
-Loss of regular customers
-High prices
-liquidity
Consultant tipps
• Expand internet presence
(espacially in social networking sites)
• Accept more hotel orders
• Expansion – a second shop?