安瑪莉國寶茶精油商業計劃書

Abstract

安瑪莉起源於南非比勒陀利亞。其創立目標是將台灣配方和開發的頂級護膚品帶到南非的沙龍。 安瑪莉已在南非紮根，並擁有穩定的現金流來源，現在希望擴大業務，併計劃將南非的國產商品進口回台灣。南非國寶茶產品常見於安瑪莉客戶的沙龍及其周邊，而台灣市場上沒有類似成分製成的產品。因此，安瑪莉決定開發一條由國寶茶精油組成的新產品線，其成分將在南非採購併在台灣製造和銷售。安瑪莉國寶茶精油的價值主張是提供健康、安全、合法和百分之百有機優質來源的國寶茶油萃取，其成分來自南非，在台灣製造；對客戶的身心健康有益，尤其是減輕壓力和改善睡眠質量。與台灣的其他競爭對手相比，他們都沒有使用來自南非的原料，也沒有一個是國寶茶為原料的。國寶茶精油是礦物油的絕佳天然替代品；以具有生物活性的國寶茶萃取物為主要成分，常與天竺葵、維他命 E、杏仁油和葡萄籽油結合，將其轉化為強大的抗氧化劑混合物，進一步增強其再生、恢復和補水等治療功效。常見用途包括為乾燥的皮膚補充水分，治療細紋和皺紋，撫平不均勻的膚色、褪色痕跡和瑕疵，滋養乾燥的角質層和脆弱的指甲，以及再生乾燥的頭皮和無生氣的頭髮，以及修復疤痕和妊娠紋。安瑪莉會通過其官方網站和通過蝦皮、Momoshop、雅虎和 PChome 開設線上商店，在線上銷售國寶茶產品線，以增加其在不同在線上受眾中的曝光率安瑪莉將在產品發布的早期階段利用臉書、Instagram 和 Tiktok 等社交媒體平台上曝光，以最大限度地減少營銷費用。這些營銷工作旨在讓潛在客戶了解國寶茶精油的來源和益處，吸引客戶嘗試國寶茶精油，然後在網上發布他們自己的體驗，讓他們的朋友和家人了解該產品的存在。

Lamarie Cosmetics originated in South Africa’s capital, Pretoria, back in 2017. Lamarie Cosmetics’ founding goal was to bring top-quality skincare products formulated and developed in Taiwan to salons in South Africa, and it has continuously done so quite profitably for the last five years. The anti-aging Bio-Series, especially the Bio-Restore Serum, was a big hit among the local customers in South Africa. While designed, formulated, and sourced in Taiwan, the final product packaging was done in South Africa. Having established its business roots in South Africa and with a steady source of cash flow secured, Lamarie Cosmetics now wishes to expand its operation and aims to import health care products from South Africa back to Taiwan. Rooibos products are commonly seen in and around the salons that are customers of Lamarie Cosmetics, while there are no products made from similar ingredients sold in the market in Taiwan. As such, Lamarie Cosmetics has decided to develop a new product line consisting of Rooibos Essential Oils, where its ingredients will be sourced in South Africa and manufactured and sold in Taiwan. The value proposition of Lamarie Cosmetics’ Rooibos Essential Oils is to provide healthy, safe, legal, and affordable, 100% organic, quality sourced Rooibos oil with ingredients from South Africa that is manufactured in Taiwan; to customers with benefits to their mental and physical well-being, especially reducing stress and improving sleep quality. Compared to other competitors in Taiwan, none of them use ingredients from South Africa, and none of them are Rooibos-based. Rooibos oil is a great natural alternative to mineral-based oils; with bio-active Rooibos extract as its main ingredient, it is often combined with geranium, vitamin E, almond oil, and grape seed oil to turn it into a powerful concoction of antioxidants, further enhancing its healing properties including regeneration, restoring and rehydration. Common uses include rehydrating dry skin, treating fine lines and wrinkles, smoothing uneven skin tones, fading marks, and blemishes, nourishing dry cuticles and brittle nails, and regenerating the dry scalp and lifeless hair, and restoring scars and stretch marks. Lamarie Cosmetics would also sell its Rooibos Product Line online through its official website and online stores set up through Shopee, Momoshop, Yahoo, and PChome, to increase its exposure to different online audiences. Lamarie Cosmetics would utilize viral marketing on social media platforms such as Facebook, Instagram, and Tiktok in the early stages of product launch to minimize marketing expenses. These marketing efforts would be aimed at educating potential customers on the origin and benefits of Rooibos-based essential oils, attracting customers to try Rooibos Essential Oils, and then posting their own experiences online, exposing their friends and families to the existence of the product. The company aims to project a natural, organic, environmentally friendly, artisanal, healthy, and body-conscious lifestyle. These core ideas are shared by other shops on The Eslite Spectrum on the fourth floor in Nanxi Zhongshan District of Taipei and would help cement Lamarie Cosmetics’ image while attracting like-minded customers. Lamarie Cosmetics imagines its main target audience to be women in their twenties to forties who enjoy quality living and commonly spend on luxury products to improve their health and lifestyle. To them, the Rooibos Essential Oils would be a luxury product purchase aimed at providing a pleasurable and relaxing aroma that has additional health benefits. The company would also introduce loyalty/rewards programs, aimed at providing further coupons/discounts to repeat customers, to secure a loyal fan following. Future goals include expanding the product line to essential oils beyond Rooibos-based oils and bringing the products and brand from a niche market into mainstream marketing, hoping to expand into all other healthcare-related fields. Lamarie Cosmetics will hire 2 employees in the start-up of operation, 8 hours per day, 5 days per week, from 9:00 AM to 5:00 PM. The main job duty would be operating and marketing the online stores, customer service, and shipping online orders. After one year of operation, Lamarie Cosmetics will hire 2 more employees to do the operation and marketing of the physical counter stores. If the projection of sales follows a steady growth trend, more employees will be added to the team to expand the growth of the company. Lamarie Cosmetics will start up on an initial owner’s investment of $300,000 which will cover the cost of products, advertising/promotions, staff hiring, and warehouse. Then the company will need another round of investment towards the end of the first year when the company starts to open a physical counter. If the actual sales follow the forecast, shareholders will be able to achieve breakeven by the 18th month since the company plans to distribute dividends to shareholder of $100,000 per month starting on the second year of the business. Lamarie Cosmetic will have a total net profit margin of -17.36% in the first year, -15.58% in the second year, and 4.93% in the third year, as the sales volume growth and the counter locations increase. The company should see a net profit of $355,048 in the third year.