Opportunity Plan

03/16/2016
Levon Brunello

Table of Contents
Executive Summary.......................................................................................................... 3

Business Overviews and Objectives...................................................................................... 3

Mission Statement........................................................................................................ 3
Defined Objectives........................................................................................................ 3
History...................................................................................................................... 4
Overview and Business Model......................................................................................... 4
Ownership.................................................................................................................. 4
Product Summary......................................................................................................... 5
Industry Background........................................................................................................ 5
Industry Overview and Management..................................................................................5
Opportunity................................................................................................................. 6
Market approach.............................................................................................................. 6
Target market.............................................................................................................. 6
Product Offering........................................................................................................... 7
Price and Distribution / Purchasing model...........................................................................7
Promotional strategy...................................................................................................... 8
Location and Facilities................................................................................................... 9
Financial Needs and Projections.......................................................................................... 9
Summary and Start up Costs............................................................................................ 9
Cash Flow Analysis at 12 Month..................................................................................... 11
Cash Flow Analysis at 24 months.................................................................................... 12
Income Stament at 12 Months........................................................................................ 13
Income Statement at 24 Months...................................................................................... 13
Legal.......................................................................................................................... 14
Legal and owner ship structure....................................................................................... 14

Executive Summary
Tents are used world wide and by many different demographics of people. In the Western
world and most other places around the world, tents are typically used as temporary shelter while
traveling in the wilderness. Activities such as camping, backpacking, mountaineering, and bike
touring are examples of adventure industrys that rely heavily on the use of tents for the success
of their expeditions. As it stands, the tent industry is constantly evolving and growing and should
continue to do so for years to come.
In-Tents Camping is a business that develops and produces a unique tent design that
improves upon some of the common issues effecting tent users today. The market is currently full
of large scale brands who control most of the industry, making it a difficult industry to make a
name in. To make a name for my company, my product must be unique and cater to needs of the
public that currently are not being met. After extensive research and public surveying, I have
discovered the most pressing issues the public has with tenting and now can improve them. For
the most part, the points of improvement from the survey are all solvable by simple upgrading or
making small changes to the tent they currently own. Waterproofing, over all weight, tent pole
solutions, durability, breathability, and set up time are all common issues people have with tents.
The main issue is that there is nothing on the market that satisfies tent needs in one product.
The improvements that have been made will allow this product to stand above the rest as
a completely unique concept and design. We have increased the water proof ability on the fly and
floor mat, replaced key aspects of the tent to reduce weight and pack down size, altered fabric
used for the roof of the tent for durability. By adding these new concepts and alterations to the
tent design I can ensure that my tent will be unlike anything currently on the market today.
After operating and distributing for two years it is my plan to expand the company into
other market sectors such as outdoor apparel and gear. Given the level of revenue, this is
expected to generate and the way similar companies in the market operate, expanding after two
years can seem a bit early to start thinking of redesigning the company but starting out with only
one product line means that it is in our best interest to expand as soon as possible.

Business Overviews and Objectives

Mission Statement
In-Tents Camping will deliver a unique tenting experience that will improve upon the
comfort and travel ability of tenting in the wilderness or on vacation.

Defined Objectives
After the first two years of operation my company can re invest some of its profits into
expanding our product line to include outdoor apparel and gear. Given the success of the
business and its ability to move product, we will expand our industry sector to include all sectors
of outdoor supplies. After expansion we will be able to produce a line of jackets, base layers, and
head wear. The following year we will be able to produce a new line of product for each

department. Then in year three I will be able to expand to produce camping equipment such as
camp stoves, tarps, flash lights, sleeping bags ad other such products. With each expansion I will
be making my own modifications and improvements to the products currently on the market.

History
Tents have been used for living and travel for thousands of years from nomadic tribes to
modern day campers. In those thousands of years, the concept and demand of tents has not
significantly changed. Since its invention the materials and basic design of the tent have
undergone significant improvements. There are tents made of multiple different materials, some
more durable then the rest and others more water proof. Early tents were made from canvas
treated with oil. Canvas tents are an iconic A-frame style and have proven to be some of the most
comfortable to stay in, however, their weight and size make them difficult to take on long
isolated journeys. The modern day tent is generally made from nylon due to its light weight and
water resistibility. Tents are used world wide for numerus reasons. For my business, I plan to
target the back country trekking campers and improve upon some of the flaws found in tents
currently on the market.

Overview and Business Model

In-Tents Camping is a company that will dive into an already booming industry and offer
a product unlike anything currently available. The tent has always been an essential part of
camping and other outdoor activities. The people who spend their spare time on trips or in the
wilderness will always require a tent on their journeys and this is what has kept this industry
alive for so long, the constant product demand. The tent can be used for all seasons which
another reason the industry continues to flourish. People tent in the summer months, spring
months, and even in the winter. Tents have been developed to be so diverse and specific to
certain activities. Tents can be set up anywhere from forests and fields to the sides of cliffs.
My business will provide the tent market with a tent that requires no poles and has an
inflatable substitute to add to your current sleep system. This modification to the product will
improve some of the negative aspects of sleeping n a tent, this will draw interest from current
tent owners looking to upgrade their gear as well as draw in new comers who previously found
sleeping in a tent uncomfortable and time consuming to set up.

Ownership
In-Tents Camping will be a sole proprietorship. This will allow all the funding and
liability to be handled by a single individual. The product will be made by a third party
manufacturer and product will be sold on line or in second party retailers so I wont have to invest
in bulk product to start, instead I can have the tents manufactured in one place and only have
them shipped when an order comes in preventing over production and risky initial investments.

Product Summary
This product will be a tent that instead of using poles to holds keep shape and stand up,
uses a series of self inflating tubes. This tent will also incudes a built in inflatable flour mat as its
ground sheet. It will come in a variety of sizes from one person tents up to four person tents, we
have found in tests that the pole less system isnt strong enough to sustain larger tent sizes. This
will be tent meant to reduce carrying wait as well as save on bag space, having a built in sleep
system can reduce the need to pack a foam/therma rest further increasing pack space. Further
more we use Gore Tex to seal all seams and in areas that receive the most exposer from rain fall,
further increasing over all water probability. Improving upon the minor details can drastically
improve the users experience.

Industry Background
Industry Overview and Management
MSR, Eureka, Big Agnes, and The North face are some of the top names in the tent sales
industry. All of these companies have created the standard for High End Tent quality and
product pricing. Each of these companies are multi-product companies meaning they not only
sell tents but also have products in other markets. For In-Tents Camping to really be able to grow
in this industry, I will have to account for the fact that this is a small sector of the bigger
wilderness equipment industry. Most companies will have a line of outdoor apparel and
equipment on top of their line of tents. In order fully succeed in this industry my company has to
be diverse and cover multiple market sectors within the outdoor industry. Companies like Black
Diamond have started their corporate climb by exclusively designing and manufacturing ice and
rock climbing equipment. After they had built the clientele and their contract with Patagonia
preventing them to produce had expired, they were able to hit the market with an all new line of
outdoor clothing and accessories such as bags, jackets, flash lights, and among other products.
Canadians with a higher level of income have been proven to participate in physical
activities in their spare time in comparison with Canadians of a lower level of income. Canadians
with an annual income of $60,000 and higher are 1.3 times more likely to spend their leisure
time participating in physical activities such as sports, camping, rock climbing, boating and back
packing, compared to those with a lower annual income of $30,000 or less. Canadians with a
higher level of income experience a lower level of leisure time, where as Canadians with a lower
income experience a higher rate of leisure time. That being said Canadians with higher levels of
income will spend 9.1% of their leisure time being active. Compared to 6.5% of Canadians with
lower levels of income. From this, I can expect most of my market will be Canadians with a
higher then average level of income. Because of the higher income of my clientele, I can worry
less about cutting corners to fit a cheaper price range and focus on product quality without
having to worry about over pricing.

Opportunity
Tents have taken on an iconic design in todays modern age, no longer do we lug massive
canvas tenting or ridiculous structures with us when we wish to venture out into the back country
or on simple camping trips. Today we use light weight, water proof materials that can pack down
into bags smaller than a sleeping bag. We can virtually make camp anywhere in the world and be
able to get a good nights sleep. Given this, how can there be anything more to improve upon
when it come to tents and shelters in the outdoor.
After reviewing the results of an online survey asking fifty-five people with beginner to
professional wilderness experience their opinions on tents and their experiences with tents, I
have discovered previously unsolved inconveniences with tenting in the outdoors.
Waterproofing, over all weight, tent pole solutions, durability, breathability, and set up time are
all issues discussed in the survey and can be improved upon. The issue is that there is nothing on
the market that satisfies these tent needs all in one product.
By adding Gore Tex to all zippers, seams and on the ground layer we can further
improve the waterproof ability of our product. Replacing 65% of both the fly and the roof of the
tent with a durable transparent material we will improve over all durability as well as providing
the user with a perfect view of the stars at night. We have also added a thin inflatable sleeping
mat to the ground layer. This mat will improve one of the biggest deterrents when it come to
sleeping outdoors, getting a comfortable sleep. When out in the bush or on a trek a goodnight
sleep can make or break your over all experience as well as impact your performance. Putting a
built-in sleep mat will allow those with specific sleeping needs the space to double up on
sleeping pads, while also giving those with out complications the choice of not packing a
sleeping mat and conserve space in their packs. The last and most important modification being
made is replacing the tent poles with small self-filling tubes of air. When the nozzle of the inner
tubes is opened, it automatically inflates itself, giving it a few breathes with your mouth before
closing them will insure the most support. This feature will lower the over all weight of the tent
as well as improve its ability to pack down. Adding these modifications to our product will help
secure our place in the industry. This design will attract the people currently using tents with or
with out issue and it will also attract customers not initially open to the idea of sleeping in a tent.
Being able to advertise a comfortable, waterproof, and light weight tent will guarantee In-Tents
Camping a place in the tent industry.

Market approach
Target market
The target market for this industry is men and women aged 20-50, making upward of
$60,000 annually. These are the people who chose to spend their leisure time being active and in
the outdoors rather than taking more luxurious vacations. The target market includes but is not
limited to mountaineers, backpackers, campers, winter campers, rock climbers, ice climbers,
cycle tourists, rafters/ kayakers and canoers, and fishers. This market includes applications for

every wilderness sport as tents are essential to any outdoors person. The typical tent buyer will
be looking to spend anywhere between $100-$300 with expiations on both ends.
The fact that this market includes every aspect of the outdoor industry, and is an essential
piece of gear for anyone planning to participate in a multiday trip means that my target market is
quite extensive and eager to see my product. It is my job to make my product stand out above
the rest and cater to the specific needs of every adventurer as well as inspiring those new to
camping to join the market.
This product will be available anywhere in Canada all year round. The tent is a
magnificent product because it is used in any and all weather as well as any and all terrain. Tents
can be slept in when it is +30 degrees and you can keep using it till well past -40 degrees,
although it is advised that you upgrade your sleep system if you plan to sleep outside in negative
weather. Tents can be set up anywhere from in a big open field all the way to a thick old growth
forest, and anywhere as high as hanging off the side of a cliff face. This is a product designed for
everyone of any age to use and enjoy, and given the modifications we have made more people
can enjoy sleeping in a tent.

Product Offering
My product is a tent that improves upon four major aspects currently in need of changes:
waterproof ability, durability, comfort, and weight and size.
Improvement number one: Is the replacement of poles with self inflating tubes to reduce over all
weight and space consumption as well as reduce set up time.
Improvement number two: The entire flooring of this tent is an inflatable mattress freeing up
space in your pack since you do not need to pack a sleeping pad or increasing your quality of
sleep while trekking.
Improvement number three: Durable transparent material will replace a large portion of the tents
roof to improve durability and provide users with a perfect view of the night sky.
Improvement number four: Gore-Tex trim will be added to all seams and zippers as well as on
the flooring of the tent to insure maximum waterproof ability.

Price and Distribution / Purchasing model

Depending on the quality of material being used, the size of the tent and the brand
producing it, a tents price can vary. The vast majority of people would prefer to pay between
$100-300 for a personal tent, this makes sense as most tents are priced with in that range. You
would generally only be looking at a more expensive personal tent if you needed it to do very
specific types of expedition, such as extreme cold climates, cliff side suspended tents. I have
found that given the materials required and the cost of manufacturing and shipping I can charge
exactly three hundred dollars a tent keeping things within that price range. My costs get broken
down into six categories, Manufacturing, shipping, advertisement, domain name, salary and

insurance. There isnt a large number of Expenses involved with starting this operation and wont
be needing a loan to start up. My product will be available in stores and online, if you order a
tent online you pay your own shipping and tent will be shipped to you from the manufacture
directly. Products will be sold in participating stores such as MEC and Europe Bound, these
retailers will have agreed to support my product and will order shipments of my tents as they
need. I will never have to open a retailer store or a head office I can manage the entire company
from my home office if needed.
Expense
Manufacturing

Cost Per 40 tents

$4,250.00

Shipping
Advertisement

$1,000.00
$100.00

Domain name Costs

Salary
Insurance

$50.00
$3,000.00
$30,00

Cost Explanation
The cost of having the tents made in a factory
overseas
The cost of shipping from china
Cost to put ads in magazines and promotional
items
Cost to operate website
What my cut of the transaction is
In case anything happens with my product or
website I will be covered

Promotional strategy
The internet is going to be my promotional tool of choice, using the internet I can reach
out to the select groups where people of mutual interest have gathered and appeal to their
interests. I can also mass advertise over social media sites and through sponsor ship. I will supply
talented adventure enthusiasts with my gear and make an agreement involving their promoting
the product. I plan to have an advertisement published in outdoor magazine every month for the
first year, this will further reach out to the demographic that will be interested in what my
product has to offer. Retailers who have agreed to stock my product have also agreed to promote
the brand within their stores and in any news letters or catalogs they me be administering.

and

Location
Facilities

Due
to the nature
of my
companies I will not be needing a facility
to
operate out of, I plan to run the entire operation
out of
my home and do no plan to
include my personal rent as a business related expense. The
product will be
manufactured in a factory in china by children
and the elderly, most consumers have
the
ability to see past this
extremely
horrifying
fat and
are
perfectly
happy
buying
our
product
with out a
second thought about the mater.
The product will be sold online and in stores, the retailer who agree to support my product will
receive their shipment directly from the manufacturers so I wont require a location to host
product before its sold.

Financial Needs and Projections

Summary and Start up Costs
In-tents camping will need a very low start up amount to get on its feet. Since I came up
with the design my self I wont need to pay anyone for the design, after I found a manufacturer
who would produce my product and ship it on command all I have to do is find stores to stock it
and order shipments. Once I get their order I move it along to the manufacturers and they fill it
and ship it directly to the retailers allowing me to keep my money out of the whole process. For
online sale it will operate similarly, the order will go through on the web sight directly to the
manufactures who will in turn fill the order and send it. It should roughly cost me tow hundred
dollars to get intents camping started. This money will go to the web site domain fees, insurance
of the brand, and advertisement to inform the public of my existence.

Start up Cost
Insurance

Cost
$35.00

Advertisement

$100.00

Web Site fees

$50.00

Cash Flow Analysis at 12 Month

Reason
Is theres an issue with a
product or a mix up with
payment I need to be sure Im
covered
The only way Im going to be
able to sell my product is if
people know it exists and if I
approach businesses with my
design
To operate a company
website, I need it costs a
monthly fee

This is my cash flow analysis for the first twelve months of operation. Due the low level
of initial start up costs I will be making a profit immediately. In my first year of operation I do
not plan to be selling very many tents, this being said there will always be fluctuations through
out the year and more product will be sold depending on out side factors. In April I expect there
to be a spike in tent sails to the fast approaching warm weather and the fact that the tree planting
season begins the following month, same reason I also believe there will be a spike in sales
during the summer months when people are excited for the weather and some first time campers
will muster up to courage to purchase a tent and head to the woods mid way through the summer
season. Finally, there is always a spike during the Christmas season due to the commercial nature
of the season, in this tie I am expecting there to be another spike in sales.

Cash Flow Analysis at 24 months

In the following year I predict that word will have spread amongst the outdoor adventure
community that my product stands the test of the elements and that the innovations that have
been made are well worth the upgrade, I should start to see an increase in sales over the course of
the twenty-four-month time window. As you can see in the spread sheet above I have made
appoint of maintaining my estimated sales spike during peak tent purchasing season as well as
gift giving seasons.

Income Stament at 12 Months

Income Statement at 24 Months

Legal
Legal and owner ship structure
In-Tents Camping will be a sole in this case the owner I me Levon Brunello, proprietorship. This
will allow all the funding and liability to be handled by a single individual. The product will be
made by a third party manufacturer and product will be sold on line or in second party retailers
so I wont have to invest in bulk product to start, instead I can have the tents manufactured in one
place and only have them shipped when an order comes in preventing over production and risky
initial investments. As well there can be no legal ties to me if the product if faulty it would have
to taken up with the manufactures.

Source information:
History
http://www.nikwax.com/usblog/the-history-of-the-tent-infographic/
Material
http://www.emergingtextiles.com/?q=idx&s=nylon-price
survey
https://fluidsurveys.com/accounts/login/?next=/account/surveys/1015435/
pricing
http://www.mec.ca/Main/home.jsp
http://www.cascadedesigns.com/region.aspx?brand=msr
https://www.thenorthface.com/en_ca/homepage.html?cm_mmc=Google-_-Canada%20Brand
%20Terms-_-Brand%20Terms_Exact-_-north
%20face&ploc=9000719&gclid=CJa9uNqF0ssCFZSCaQodausNRQ