Self Shelf
“Self Shelf. See more. Do less”
Business Plan
1/20/19
Contact Information
Haley LaComb
lacombhaley@gmail.com
404-432-8583
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Table of Contents
Executive Summary ………………………………………………………………………………………. 4
Company Description ……………………………………………………………………………………. 5
Industry Analysis ………………………………………………………………………………………….. 5
Threat of New Entry: …………………………..………………………………………………………………. 5
Buyer Power: …………………………………………………………………………………………………….. 6
Threat of Substitution: ………………………………………………………………………………………… 6
Supplier Power: …………………………………………………………………………………………………. 6
SWOT ………………………………………………………………………………………………………… 6
Strengths: …………………………………………………………………………………………………………. 6
Weaknesses: ……………………………………………………………………………………………………… 7
Opportunities: …………………………………………………………………………………………………… 7
Threats: ……………………………………………………………………………………………………………. 7
Marketing Plan ……………………………………………………………………………………………. 7
Target Market ……………………………………………………………………………………………………. 7
Goals ……………………………………………………………………………………………………………….. 7
Keyword Research ……………………………………………………………………………………………… 8
Social Channels ………………………………………………………………………………………………….. 8
Action Plan ……………………………………………………………………………………………………….. 8
Review and Adjust ……………………………………………………………………………………………… 8
Management Team/Company Structure ………………………………………………………….. 9
Founder/ Co-founder ………………………………………………………………………………………….. 9
Management Team …………………………………………………………………………………………….. 9
Employees ………………………………………………………………………………………………………… 9
Operations Plan …………………………………………………………………………………………… 9
Goals ……………………………………………………………………………………………………………….. 9
Activities ………………………………………………………………………………………………………… 10
Year 1 Timeline ………………………………………………………………………………………………… 10
Product/Service Design and Development ………………………………………………………. 10
Financial Projections …………………………………………………………………………………………. 10
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App Monetization Methods: ………………………………………………………………………………. 10
Advertising: …………………………………………………………………………………………………….. 12
Sponsorship: ……………………………………………………………………………………………………. 13
Referral Marketing: ………………………………………………………………………………………….. 13
Collecting and Selling Data: ……………………………………………………….……………………….. 13
References: ……………………………………………………………………………………………….. 13
Executive Summary
This Business Plan is about a special grocery store app called, Self Shelf. It is
still in working progress, however, but I have many ideas to help me piece the
business together for the near future.
As we all know, grocery shopping is changing. People are seeming to get more
busy with each passing year with more errands getting added to their lists. A few
stores have already seen into the future and created special factors to help with
grocery shopping this day. Self Shelf only wishes to take those aspects a step
further. It wants the combine Walmart’s Pick–up, Kroger’s Clicklist, and Publix’s
Delivery all into one app. No more having to choose which store to shop at
simply because of its’ grocery criteria.
To help direct Self Shelf, I have begun to base it off of the setup of a similar app,
