House of Projectors is an Ohio Limited Liability Corporation (L.L.C.). This start-up provides Liquid Crystal Displays (LCD), computer projectsors for rent. John Laaklytte is the founder of the company and will manage it. He is a veteran in the computer rental business. HOP has identified three market segments they will target. Entrepreneurs make up the first segment. Entrepreneurs are often in dire need of projectors when presenting to angel or venture capital investor. Nowadays, a projector has become a standard for professional presentations. Most of these presentations are PowerPoint-based. This customer segment has a 9% growth rate with 33,243 potential customers. The second group is small-sized companies, which can be defined at companies with less than fifteen employees. These companies are not likely to use a projector often enough for the cost. The group has a 7% growth rate with 5,423 potential customers. The last group consists of medium-sized businesses with 15-50 employees and who have a common interest in renting projectors. This group has a 6% growth rate and 3,433 possible customers.
The computer based office equipment rental industry is a $745 million industry. The industry is a mix of many equipment rentals, and does not specialize in one type of equipment. This allows them to have a wider customer base, but it also reduces their ability offer high-quality service for all types of technology due to the technical differences between different hardware types. House of Projectors is able to compete in their market of projector rentals, as the industry is structured primarily as comprehensive service suppliers. They will be in a position to offer technical and customer services that are not easily provided by other service providers. This is House of Projectors’â€™s niche competitive edge. It also reflects the industry-standard for customer service. House of Projectors believes they can maintain this competitive edge due to two reasons.
- The concentration on projectors allows HOP to excel in their chosen niche.
- The expectations and requirements of the entire organization are that HOP’â€™s business model will support this ambitious level in customer support.
John Laaklytte, House of Projectors’ founder and CEO, will lead them through the initial stages of market penetration. John graduated from Case Western Reserve University with a Bachelor’s degree in Business. John gained practical experience while in school as an assistance manager at a local CompUSA store. John learned the business skills that would eventually be useful in growing his own business. John was also an employee at the University as a computer lab supervisor. John also worked as a computer lab manager at the University. John quickly rose to the position of Regional Manager at this company.
John will draw on his expertise and knowledge to help House of Projectors grow from a startup to a major player in the industry of computer office hardware. John will create exceptional revenues in year 2 and 3, with a well-planned and tested business model. HOP will be profitable by year two.
- To be the top source for LCD computer projections rentals.
- To develop a strong base of long-term customer.
- To reach profitability by the second year.
Success Keys 1.2
- Financial controls must be implemented and maintained. This will be pursued as a means to analyze all aspects of the business.
- Treat each customer like the most important HOP customer.
- Constantly evaluate the market and the needs of the customers, never taking presuming that HOP always knows what the customer wants. Interactive feedback is just one way to get insight into customers’ preferences.
It is House of Projectors’ mission to become the premier source of computer projectors for the Cleveland business community. House of Projectors’ reputation will be quickly established by its fair prices and innovative service.
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