Hanfu Design Software Bussiness Plan
Axis , Dolly
HANFU DESIGEN SOFTWARE
Axis Studio
HANFU DESIGEN
SOFTWARE
Business Plan
April, 2019
Hanfu Design Software Bussiness Plan
Confidentiality Agreement
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This is a business plan. It does not imply an offering of securities.
Hanfu Design Software Bussiness Plan
Table of Contents
Confidentiality Agreement ………………………………………………………………………………………………………….. 2
I. Instructions: Executive Summary ……………………………………………………………………………………………. 4
Executive Summary …………………………………………………………………………………………………………………… 4
II. Instructions: Company Description ………………………………………………………………………………………… 5
Company Description ……………………………………………………………………………………………………………….. 5
III. Instructions: Products & Services …………………………………………………………………………………………. 6
Product & Service Description …………………………………………………………………………………………………… 6
IV. Instructions: Marketing Plan ………………………………………………………………………………………………… 7
Market research ………………………………………………………………………………………………………………………. 7
Barriers to entry ……………………………………………………………………………………………………………………….. 7
SWOT Analysis…………………………………………………………………………………………………………………………. 8
Porter’s 6 Forces …………………………………………………………………………………………………………………….. 8
Product/service features and benefits ………………………………………………………………………………………….. 9
Target customer ……………………………………………………………………………………………………………………… 9
Key Competitor ……………………………………………………………………………… Error! Bookmark not defined.
Positioning/Niche …………………………………………………………………………… Error! Bookmark not defined.
Advertising strategy ……………………………………………………………………….. Error! Bookmark not defined.
Promotional budget ……………………………………………………………………….. Error! Bookmark not defined.
Pricing …………………………………………………………………………………………………………………………………. 11
Sale location………………………………………………………………………………….. Error! Bookmark not defined.
Distribution Channel Assessment ……………………………………………………………………………………………… 12
V. Instructions: Operational Plan ……………………………………………………………………………………………… 13
Location Floor Plans ………………………………………………………………………………………………………………. 13
Production……………………………………………………………………………………………………………………………… 14
Quality control ……………………………………………………………………………………………………………………….. 14
Quality Improvement ………………………………………………………………………………………………………………. 14
Location ………………………………………………………………………………………………………………………………… 14
Legal environment ………………………………………………………………………………………………………………….. 14
Inventory ……………………………………………………………………………………………………………………………….. 14
Agents ……………………………………………………………………………………………………………………………………. 14
VI. Instructions: Management & Organization ………………………………………………………………………….. 15
Management …………………………………………………………………………………………………………………………… 15
Organization Chart ……………………………………………………….………………………………………………………… 15
VII. Instructions: Startup Expenses & Capitalization …………………………………………………………….. 1616
VIII. Instructions: Financial Plan ………………………………………………………………………………………….. 1716
IX. Instructions: Appendices …………………………………………………………………………………………………… 219
Hanfu Design Software Bussiness Plan
I. Instructions: Executive Summary
As an important part of Chinese traditional culture, Hanfu culture has a long history and
rich cultural connotation. With the rise of the cultural industry, Hanfu gained a huge
opportunity for inheritance and development. More and more Chinese girls like to wear
Hanfu in their daily life. And they want to own many nice Hanfu which is in different
color and style. Combining Hanfu culture with software is a new way to study the Hanfu
culture. It lets users own design and apply it in the digital age of passing on the beneficial
exploration of culture.
Business name: Axis Studio
Business structure: Sole trader
Business location: Wuxi
Date established: March 11, 2019
Business owner(s): Axis Xu
Products/services: We intend to develop a new Hanfu design software. It can help more Hanfu
merchants and designers to design the Hanfu. And it provides a nice platform to most non–
professionals to achieve their ideas.
Vision statement: At present, the studio only have 5 people, it will becomes a team of more than
10 people within three years.
Goals/objectives: Short term goals is company will extend the reputation and the popularity of
company. And it also needs to create, transfer and communicate the good client value to obtain,
maintain and increase clients. Long term goals is the software gains more than $100,000 in five
years. And we will launch the Hanfu decoration design software and fast own a large number of
users.
Management team and their prior experience: The studio’s owner is Axis. Accurately, she is
an indie game developer who has a lot of experience in IT. And the marketing director, Dolly, is
majors in Marketing.
Financial outlook for the business: As a studio without a lot of money, it is difficult to promote
its software. The studio’s owner will provide $15,000 which mostly be used to pay the salaries.
Hanfu Design Software Bussiness Plan
II. Instructions: Company Description
1. Company mission statement
Lower the entry level of Hanfu design.
2. Company philosophy and vision
Philosophy: Let users own design and apply it in the digital age of passing on the
beneficial exploration of culture.
Vision: Take this software as start, open the market, expand the team, create better software for
users, and become a large game company.
3. Company goals
• Short term goals:
1. The company will extend the reputation and the popularity of company.
2. And it also needs to create, transfer and communicate the good client value to obtain,
maintain and increase clients.
Activities:
1. Give a demo of the software and get people to download the demo. Invite well-known
users to use the software for free and post comments online.
2. Give software activation codes to well-known users and invite them comments on the
software.
• Long term goals:
1. The software gains more than $100,000 in five years.
2. Launch the Hanfu decoration design software and fast own a large number of users.
Activities:
1. Steam promotion
2. bundle sales
4. Target market
Our target market is mainly women aged 15-30 who love Hanfu. Through the network
questionnaire, we can understand the needs of customers, so as to design more in line with the
needs of users.
5. Industry
In cyber eras, mobile software is rapidly replacing computer software, so our users may
gradually decrease. And other software companies will also catch the opportunity to speed up the
development of similar software. Thus, we should accelerate the development of mobile
applications and add more useful function in software to seize the market and establish the well-
known brand.
6. Legal structure
The business is a sole proprietorship. The software development project was initiated by Axis.
And most of the tasks will be down by Axis. And it doesn’t need to have a complex legal
structure.
For the first step, it will bring customers the nice software to help people design Hanfu.
Hanfu Design Software Bussiness Plan
III. Instructions: Products & Services
1. Products and/or services: The company developed Hanfu design software, which will be
released on Steam by indienova as the game publisher. Steam will charge some channel fees, and
users will buy the software on Steam.
2. The problem the product or service solves: The operation should be simple and conform to
the user’s habits and their needs. And the company will publish a official document to help
people use the software. It will also provide the technology supports and the custom services.
3. Proprietary features that give you a competitive advantage: Playing on the strength of the
user base and the ability of the company by steam, we can quickly open the market.
4. Price of Products/services
Product/Service
Description
Price
Hanfu Design
Software
Help the people to design the Hanfu
$29
Custom character
Customers can request us specific
character features, or hairstyle to design
your own character to fit your Hanfu model
$25
Hanfu decorations
design software
Help the people to design the Hanfu
decorations
$59
And it also has some price strategies. It shows on Promotional budget part.
Hanfu Design Software Bussiness Plan
IV. Instructions: Marketing Plan
1. Market research
This industry has high popularity and has the potential to do great good. According to the
primary data (see the survey on appendixes), the total trends in the industry is growing. The total
size of target market is large. We can see that many of young people are interested in Hanfu and
Hanfu designing. The trend in the target market is growing, too. Because the culture of Hanfu
spreads with a fast speed, more and more young people are willing to participate it.
From the secondary data, we can find that drawing software, such as Photoshop, PS, Adobe
image and other software are not very easy to be used. Up to now, we only can find one similarly
software in the Internet. Therefore, our software is unique at present. There is no similar software
can compete with us. So the Projected market share is 70%.
2. Barriers to entry
Because of the company is a small studio, it cannot raise money by loan. As we know, publish
the software on Steam is free, so we don’t need raise money for publishing. Or if Greenlight fails
on steam, we can use the kickstarter or Modian to raise fund.
What is more, followers will lead to bad competition and affect the development and balance of
the game market. And some people also may use the lowest price is used to attract consumers to
buy the pirated software, so as to reduce profits, and then create malicious competition and
