1. Bondo Wool Company Marketing Plan
Presented by:
Katie Dodge
Jenna Jacobs
Zoe Urrizaga

2. Market Analysis
Business Proposition
Strategies and Action Plan
Financial Projection
Evaluation

3. Market Analysis

4. Industry Trends 56% Increase of installation of hardwood floors
Remodeling and Construction is creating a demand on the rug industry
Customers are looking for rugs that are both functional and decorative

5. Industry Trends

6. Buyer Profile and Behavior
Home owners much
Business owners of
(business offices)
New home buyers
Remodeling
Women
Buyer Behaviors
Customers are not spending as money
100% of people survey find sets
matching rugs to be most appealing
Browns, blues, and reds are most popular
2x4, 3x5, and 8x8 are most popular
Women are the ones that are purchasing rugs most of the time

7. Competitors Rug Vendors at Trade Shows Foreign Rug Manufactures
Carpet Companies
Rug Retailers

8. Competitors Strengths Weaknesses
Nationally recognized
Larger Scale Manufacturing
Larger Customer Base
Lacks Customer Relationship
Lacks quality
Manufactured product

9. Bondo Wool Co. Strengths Weaknesses
Quality
Functional and Decorative
Handmade
Produces own wool
Locally owned & operated
Superior Customer Service
Convenient for Customers
Low Price Structure
Limited Distribution
Small Consumer Base
Current facilities/equipment

10. Current Sales Trends and Forecasts
88% favorite colors: blue, brown, red
100% desire different sizes of rugs
92% prefer matching rugs
60% of people have hard flooring
93% favor dual-purpose rug
Forecast: Hardwood flooring is increasingly popular making a higher demand for rugs and floor coverings.

11. Business Proposition

12. Key Planning Assumptions
Brochures in local flooring stores
Ads in magazines and newspapers
Develop Website
Participation in Nevada’s Ag in the Classroom
Provide Workshops

13. Primary Research After administering 250 surveys we found:
90% of the time women purchased rugs
93% of people prefer both a functional and decorative rug
Sets of rugs are preferred
Favored colors: brown, blue, red
Finer wool rugs are more desirable

15. Target Market Craft Shows Online Rug Services Locally Based Businesses
EBay
Website
Locally Based Businesses
Local Shows

16. Measurable and Attainable Goals
Short Term
Expand Target market
Increase production
Increase and expand in advertising
Develop website
Long Term
Self sustainable wool
Expand consumer base
Custom Rugs
Change Suffolk to Ramboulliet

17. Strategy and Action Plan

18. Strategy Statement
You currently have thirty head of Suffolk sheep and a small wool rug business. You want to expand your wool rug business to be more profitable. First you will sell your thirty head of Suffolk sheep and purchase thirty Ramboulliet sheep. You will increase advertisement of your wool rug business, focusing on multiple sizes and desired colors.

19. Marketing Channels Telephone: (775)-753-6121
Website:
Address: 208 Charlwood Dr.
Spring Creek, NV 89815
Advertising channels
Newspaper ads
Direct Mail
Radio Broadcasts
Business Brochures
Word of Mouth

20. Promotion Word of Mouth Brochures in local businesses Website
Magazine Ads
Newspaper Ads
Website

21. Public Relations Participate in Nevada’s Ag in the Classroom
Sponsor raffles for youth organizations
Workshops on process of making a rug

22. Product Attributes Handmade in the USA
Naturally processed ranch grown wool
Dual-Purpose
Great Customer Service
Previously Established

23. Financial Projection

24. Price Structure 2’ x 4’ rug: $80 3’ x 5’ rug: $120 8’ x 8’ rug: $180
Meat lamb: $100 24

25. Budget Income Current Year 1 Year 2 2’x4’ Rug Sales $4,000 $6,000
$8,000
3’x5’ Rug Sales $0
$21,000
$30,000
8’x8’ Rug Sales
$9,000
$16,000
Sale of Suffolk Sheep
$3,000
Sale of Meat
$5,000
$10,000
Total
$44,000
$64,000

26. Expenses
Current
Year 1
Year 2
Purchase of Ramboulliet Sheep $0
$4,100
Feed
$3,780
$7,560
Wool Shearing
$150
$300
Animal Insurance
$450
$900
Business Insurance
$1,000
Cleaning/ Processing Wool
$1,400
$2,700
Wool Purchase
$2,880
$3,400
$4,500
Shipping
$1,140
$2,412
Utilities
$2,580
Storage Facility Rental
$30
$60
Webpage
$230
$100
Advertisement
$3,260
$4,074
Miscellaneous
$1,500
Total
$10,240
$23,020
$27,686

27. Budget Summary Total Profit -$1,240 $20,980 $36,314 Budget Summary
Current
Year 1
Year 2
Income
$9,000
$44,000
$64,000
Expenses
$10,240
$23,020
$27,686
Total Profit
-$1,240
$20,980
$36,314

28. Evaluation

29. Evaluation
This explains how the Silver Sage Marketing plan will successfully increase Bondo Wool Company’s overall income.
Silver Sage Marketing will measure success by looking at:
surveys from fairs and your website
looking at rugs sold and in what variations
customer feedback

30. Accomplishments A switch from Suffolk to Ramboulliet sheep
Great customer service will ensure repeat business
Short & Long term goals will be met
Increase of sales by 100%
Specialized wool sheep breeding operation
Growth of Consumer Base

31. Recommendations Expansion of facilities
Market for additional sheep by-products
Selling breeding projects and show lambs for youth projects in 4-H and FFA
Other wool products
Process own wool

32. Thank-You!
Silver Sage Marketing