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The Vape Store

Business Plan
10/14/2016
Jethro Mallari
Mark Jason Garza
Ace Vermon
Phillip Delos Reyes
Table of Contents

A. Business Description
I. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-2
II. HISTORY ................................3
III. Importance of Vape . . . . . . . . . . . . . . . . . . . . . . . . . 4-5
IV. Organizational Chart . . . . . . . . . . . . . . . . . . . . . . 6
B. Market Description
I. What is The Target Market for Vape . . . . . . . . . 7-8
II. Market Demographic . . . . . . . . . . . . . . . . . . . . . . . . 9
III. Profile of Target Market . . . . . . . . . . . . . . . . . 10-11
C. Product & Services
I. Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
II. Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13-15
III. Credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
A. Business Description

The Business that we are establishing is a small business that we name The Vape Store
basically we are selling vape products and E-Liquids that we get from our manufacturers in
highest quality that we can provide to achieve our customers satisfaction for this products.
Mission Statement: To provide products, services and solution of the highest quality and deliver
more value to our customers that earns their respect and loyalty. Our Main goal or objective is
to have a healthy and successful company that can keep growing every year and to establish
more branches so we can spread our income and to have good business partners to produce more
astonishing products that we can sell to satisfy our customers needs to have loyal customers that
are supporting us. To have a healthy company we must have a stable marketing finance to give
the proper upgrades to our shop and proper wages/salary to our trusted employee and we hope
not to experience lowest point in our whole career. To have a successful and healthy company
we must have clean reputation to hold to maintain that we must always do our minimum
requirements producing our products and try we try to avoid buying defective products and the
most important factor in our business is our employees itself we must have good employee that
have the best qualities in taking care of our business not just that the employees must have the
basic traits that our customers would love to do with business with and lastly we must have loyal
Employees with this we will achieve our goals for this business in no time. The Importance of
this business to us basically its the income but not just that we established this business to gain
experience in this field we want grow with our business to open more doors that we can
unlocked by this business we want this to grow to have a good and better life to us owners.

Legal form of ownership: Sole proprietorship

This kind of industry is just starting to rise here in our country. The originally started last
2014 but it take 2 years to spread its popularity in Asia so basically its a rising market that can
be long term because the trend is just starting and the popularity and effectiveness is still soaring
high in the market so we take advantage of it and establish our own shop. The target market of
these products is people who is using cigarette and want to change their habit by using vape
instead because vape has more pros than cons in terms of better health the target market age cap
is 18-40 years old below 17 will be forbidden to buy our products. The Strengths of our company
depends on the core and workers of this business and how we run it. First is Reliability in
terms of reliable staffs and the customers can rely on us that we will provide them their requests.
We must have a reliable staffs that can always finish their specific task to make our job run
smoothly. And we promise our staffs that the higher ups position that they can rely on us that we
will do our job and pay their wages right. Second is Competence is really good traits in terms
of business being competent in everything you do is healthy because you always seek for the best
solution for the task that your performing and having a competition with other shops is healthy
trait because your always trying to outdone each other to be better and to perform better and I
will try to find individuals who embody the same drive as me to not just turn a profit, but to first
and foremost make a difference in the process. Third is Openness to try not to be afraid to face
changes and to accept new changes to our little business because taking risk and accepting new
changes that will result success or failure but learn to accept what is the result of thats the
openness that the leaders must have. And lastly is Compassion to your work is really important
because loving your work and working with compassion will result fruitfully and always trust
your workers, Trust from the very beginning as they build their founding teams, recruit
additional talent and evaluate strategic partners. Trust provides the foundation for navigating
complex environments, collaboration that is critical to innovation and lasting success.

We Started The Business W/:

Initial Starting Money: 75,000 Peso

Expenses:

Rent For 2 Months: 20,000 Peso

Starting Products: 35,000

Wages for 2 Workers: 15,000

Water & Electric Bill: 5,000


E-cigarettes have exploded In popularity since they burst onto the scene back in 2003. At first,
they were met with trepidation by the smoking masses. However, slowly but surely, they have
gained attraction to see their popularity peak in 2004.

First patented by gentlemen name Herbert A. Gilbert in 1963, the first e-cigarette was described
as a non-tobacco cigarette wherein a nicotine solution was heated up to produce steam. This was
the first recorded Instance of the idea of e-cigarettes; however, the product was never
manufactured.

Fast-forward to 1979, when Dr. Norman Jacobson invented an early form of the e-cigarette.
Called the favor cigarette, it was a device that gave users a way to inhale nicotine without the
smoke, Incidentally, Dr. Jacobson was also one of the pioneers of the word Vaping.
Those colorfully lit e-cigarettes are giving off way more than just harmless water
vapor, according to a comprehensive new study review by UC San Franciscos Center for
Tobacco Control Research and Education. Users could also be inhaling and exhaling low levels
of chemicals such as formaldehyde, propylene glycol and acetaldehyde (to name a few), and this
secondhand vapor could be a potentially toxic source of indoor air pollution. While the levels of
the toxins were still much lower compared to conventional cigarette emissions, the findings fly
in the face of the e-cigarette industries claims that the handheld devices are just as safe as any
other smoking cessation toolset-cigarettes as we know them today were invented by a Chinese
pharmacist, Hon Like in the early 2000s as a smoking cessation aid. They are handheld nicotine
vaporizers that deliver an aerosol made up of nicotine, flavorings and other chemicals to users.
Its the chemicals in those vapors that are moving municipalities like Los Angeles, New York
City, Washington D.C., Chicago and Boston to restrict vaping in some way. Formaldehyde, for
instance, is a carcinogen that also irritates the eyes, nose and throat. Propylene glycol can also
cause eye and respiratory irritation, and prolonged exposure can affect the nervous system and
the spleen. Acetaldehyde, also known as the hangover chemical, is also a possible carcinogen.

Pro and Cons of Vape:

Pros:

Vaping provides freedom for those who are annoyed at not being able to smoke in public
places. Currently, there are no vaping laws in most countries, allowing anyone to enjoy the act of
vaping where they please. They emit no second-hand smoke and no nasty smells allowing
anyone to use them even in social settings such as restaurants, the workplace, the streets, and
most importantly, in the comforts of your own home. Its also considered to be a healthier
alternative over tobacco cigarette smoking the number one reason why most people use them
in the first place. While tobacco contains thousands of chemicals and carcinogens that wreak
havoc on your lungs, vaporizers only use water vapor, and thus, smoke is not produced at all.
Tobacco contains carbon monoxide, tar, arsenic, ammonia, cyanide, acetone, and loads and loads
of harmful toxins that are just bad for you. Vaporizers only use e-liquids or juices that are made
of 4 ingredients: propylene glycol, vegetable glycerin, nicotine (optional), and food-grade
flavors, which are much healthier than the chemicals found in tobacco. If youre thinking about
your nicotine fix, vaping provides you the very same amount as cigarettes, with options of
customization. You can choose from different nicotine levels for your e-liquids, allowing you to
still get the physiological sensations you get to enjoy.

Cons:

For one, and the most important thing to take note is that production is not regulated by the FDA.
There are no current laws with regards to the materials and ingredients that must be used in
making them so its best to be wary about the brand of vaporizer that you purchase. There have
also been cases of users being allergic to propylene glycol one of the ingredients of e-liquids.
Another disadvantage is that if youre looking for an alternative to smoking that will help stop
your addiction to smoking; this is not the solution for you. Most E-liquids contain nicotine the
highly addicting substance in tobacco that makes you want to puff a stick every few minutes.
Though you can choose to have liquids with zero nicotine, the odds of vaporizers helping you
quit smoking overnight are very low. Though you may save more money in the long run, initial
expense may be expensive for a good quality vaporizer that will last for many years. As you can
see the pros of vaporizing seem to overwhelm the amount of negatives associated with it. It is a
healthier alternative to smoking and it is a system that can lead to smoking cessation with careful
planning and a strong will.
Store Manager
P.Jethro Mallari

Store Assistant/
Co-Owner
VP.Emjey Garza

Production Store Worker/


Maintenance
Team Employee
S.Ace Vermon Phillip Delos Ryes Ivan Gonzales

JOB Description

Jethro Mallari - Store Owner/ CEO

Mark Jason Garza Vice President

Phillip Delos Reyes Cashier/ Store Clerk

Ace Vermon - Maintenance/ Store Clerk


B. Market Description

The FDA would have you believe that e-cigarette manufacturers are specifically targeting
only the youth with this new-fangled contraption. But the truth is that even just a small amount
of market research will show you that while sure, youth have gotten their hands on an e-cigarette
here or there, the target market is not minors. With simple social networking tracking tools, I
have easily been able to determine who our target market is and I can tell you we do not have a
minor consumer base.

So that still begs the question, Who is the target market for electronic cigarettes then if it
is not youth? Im glad you asked! Here are some important statistics about electronic cigarette
users.

Statistics:

99% of E-Cig users are previous or current tobacco users


79% of E-Cig users are repeat buyers
70% of E-Cig users were looking for an alternative to tobacco before they found e-
cigarettes
49.5% of E-Cig users purchased their first e-cigarette online due to a lack of saturation in
the market!

What does this tell you about the target market? It tells you that those using e-cigarettes are
those that have smoked or used some sort of tobacco product for many years (youth are never
long-time smokers, if current smokers at all). It also tells you that once electronic cigarette users
try an e-cigarette they are not likely to stop (a small percentage of them give up before finding a
brand they like) which means a residual customer for you.

The most important thing about these statistics is that retailers are losing out on a market this
is growing by not offering e-cigarettes to their consumer almost 50% of first time users were
forced to buy online because they could not find them in a store! The truth of the matter is that
consumers would rather by from a store than buy online they feel it is more convenient. Even
our customers cry out for re-stocking when a store in their area runs out.

Here is a little bit about the demographics of the current e-cigarette user:

Demographics:

60.5% Female audience


39.5% Male audience
33% of E-Cig users currently live in the Southern States
19% of E-Cig users currently live in the Northeastern States

What you already know is that women tend to be more concerned with their appearance than
men, so the fact that more women use e-cigarettes is definitely no stretch of the imagination.
Smoking is considered a dirty habit now and women concerned with their image are begging
for another option that does not dampen their image.

The statistic that most consumers come from the southern and northeastern states should
not discourage any retailer really all this proves is that retailers in those areas have caught on to
the supercharged growth rates of the e-cig industry first.

((http://www.dynamicbusinessplan.com/market-description)
Common Statistic Record of People in Target Area

Age Gender Household Income Occupation


18 Male 7,500 Business
20 Female 10,000 Office Work
25 15,000 Managements
30 25,000
40 50,000+
50+

Total 998 908 90


Source:
http://www.nscb.gov.ph/activestats/psgc/municipality.asp?muncode=137405000&regcode=13&provcode=74
I. Types Of People Who Use Vape.

Gen Y (Millennials)

Gen X (30-50)

Gen Z (60-xx)

A. Gen Y (Millennials)

The Millennials, who are in their twenties to very early thirties, have been and will be
dissected for generations to come. Most Common Millennials are Student or Young adults who
are currently finding Jobs. Basically the early stage.

B. Gen X (30-50)

The Gen X folks are in mid race right now, between young thirties and about fifty. They
may be married, even divorced by now, probably have kids and depending upon when they
started, the kids could be out of the house already. They are also facing realities of aging and
may see less hair, more fat, more wrinkles, more pain and soreness, diminishing eyesight and
lesser manual dexterity skills and all that comes with the aging process.

C. Gen Z (60-xx)

Are fifty plus to late sixties. Imagine former (or still) hippies, thinking they will stay
young and live forever but are continuously getting shocked by reading obituaries of those the
same age or even younger.

http://edwardlowe.org/how-to-identify-a-target-market-and-prepare-a-
customer-profile/#top
Gen Y: 60%

Gen X: 30%

Gen Z: 10%

Preference:

The Millennials will lead the overall market, grow in SIZE.

The Gen X will constantly change depends on the future market of vape

Gen Y: Its cool/ fun/ hip 60%

Gen X: want to smoke (probably) but dont wish to create second hand smoke
(possibly because of children) or offend 20%.

Gen Z: want to quit smoking, may have been trying to quit for decades 20%

Reference: http://vapementors.com/tag/demographics-and-target-market/
C. Description of Products & Services
Price Catalogue
Product Description Type Of Product Price
1 Vaporizer kit An electronic cigarette Vape A. 2,500
is a battery-powered Vape B. 3,000
vaporizer which Vape C. 5,000
simulates the feeling of
smoking, but without
burning tobacco.
2 E-Liquid E-liquid, e-fluid, or e- Flavor A. 200
juice is the mixture Flavor B. 250
used in vapor products Flavor C. 350
including e-cigarettes.
E-Liquids come in many
variations, including
different nicotine
strengths and many
different flavors.

Product Description Type Of Product Price


Brochure

Location
Store Front

Inside The Store


Vaporizer kit

Vaporizer kit
Credits:

1. http://www.dynamicbusinessplan.com/market-
description

2. http://edwardlowe.org/how-to-identify-a-target-market-
and-prepare-a-customer-profile/#top

3. http://vapementors.com/tag/demographics-and-target-
market/

4.http://www.wordstream.com/blog/ws/2014/09/18/beginne
rs-guide-to-target-markets

5. http://www.natso.com/blog/what-is-the-target-market-for-
electronic-cigarettes

6. Google, Wikipedia.

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