Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Confidential Information
Business Plan - Dated May-2005
Woburn, Massachusetts – USA
Business Plan
May-2005
Prepared by:
J.B. Schneider &
Antonio Turco-Rivas N.
Contact Information:
Phone: (781) 497-0913
Email: jb@pkolino.com
atrn@pkolino.com
Address:
600 West Cummings Park
Suite 5350
Woburn, MA 01801
The information contained in this document is highly confidential. Except if stated herein, none of
the material may be copied, reproduced, distributed, republished, downloaded, displayed, posted or
transmitted in any form or by any means, including, but not limited to, electronic, mechanical,
photocopying, recording, or otherwise, without the prior written authorization from P’kolino, LLC.
Confidential Information
Business Plan - Dated May-2005
Woburn, Massachusetts – USA
1 Mission Statement
“P’kolino will develop “P’kolino is a product development and marketing company. Our goal is to
innovative playroom
improve play at home by developing and marketing innovative playroom
furniture designed for the
child to improve play”
furniture designed for the child. Our products will grow and adapt to the
child’s stage of development and integrate with toys and activities to
encourage and enhance play”.
2 Industry Overview
1
Source: U.S. Census Bureau – www.census.gov
2
Source: US Department of Commerce – www.commerce.gov
$3.6
$24 $4
$0.4
3
Source: Hoovers Online – www.hoovers.com
4
Source: Industry trade publication “Playthings”
5
Source: Industry trade publication “Playthings”
6
Source: Marketreseach.com
7
Source: revenues for Toy industry leaders from Hoovers Online
8
products carry very low margins (average 5% profit margins ). To compete,
companies like Brio, another strong player in this niche, sells low price train
“$800 million in playroom tables to encourage parents to buy their higher margins trains (they lose
furniture products are sold
money on the furniture to sell the toy).
each year by Toy Industry
related companies
According to the Marketresearch.com industry report, of the $34 billion, $6
billion accounts for furniture products. However, this number includes car
9
seats, play pens, strollers, etc. For playroom furniture, our research
indicates that approximately $800 million is sold each year.
Exhibit 2-D
Toy Industry
(US$ Billions)
$34 $6 $0.
$800M
Our research concluded that large toy companies dominate the price-
sensitive segment of the playroom furniture market. However for mid and
high-end play furniture products, niche manufacturers and retailers like
Pottery Barn Kids and Land of Nod have taken the lead.
8
Sources: According to 10K fillings for the SEC and/or public financial statements from: Graco, Rubbermaid, Brio and others.
9
Based on Marketresearch.com Industry Report and Sales of top ten manufactures of playroom furniture products
Furniture Toy
Industry Size Industry Industry
$24billion $34billion
Portion considered
children's playroom $.4billion $.8billion
furniture
Playroom
Furniture
Market
$1.2b
The Playroom furniture market (where P’kolino will compete) has inherited
many of the competitive dynamics of its parent industries:
• Is growing at an average of 7% annually
10
10
Source: Marketresearch.com Industry Report
11
Based on the Management calculations, supported by AFMA information on Furniture Imports
More children are being born: According to the latest statistics from the
National Center for Health Statistics, women in the United States are having
more children now than at any time in almost 30 years. During most of the
1970s and 1980s, the average birthrate was fewer than two children per
woman, today that average has increased to 2.1 children. As a result of this
trend, the population of children age 5 and under is expected to grow in
2004, and to experience gradually increasing annual percentage gains
through 2010.
Mom’s with more income and spending more: More women are having
babies later in life, when their income tends to be higher and more stable.
The birth rates for women in their 30s and older are at their highest level in
“...More babies, more three decades, up 2%-3% since 1990 for women in their 30s, and up more
disposable income and 12
than 7% for women in their 40s. As a result many of them are coming into
more spending in children’s
the toy and furniture markets with higher disposable income than was
furniture are also driving the
playroom market” previously the case.
“Parents with dollars to spend, typically those who have greater amounts of
education, are increasingly aware of the connection between play and
healthy development. There has been a lot of media coverage about brain
development, with an emphasis on the critical role of a stimulating
environment during the first three years of a child’s life.” As long as the
market approach is toward kids learning more at a younger age, consumers
will pay to get on the higher rung of the educational ladder”
12
Source: U.S. Census Bureau – www.census.gov
New laws: New safety legislation has propelled safer product designs as
the industry and the media warn consumers not to use older products that
13
do not meet current safety standards .
Toys March Up-market: A recent article in the Wall Street Journal (please
refer to Appendix 11.1) explained the profit killing price war landscape for
toy-making and retailing in the mass market, and highlighted how premium
priced toys appear to be outgrowing the simpler less expensive versions.
David Shaw, the new owner of the FAO Schwarz retail stores stated “the
admittedly small niche is a vibrant marketplace full of customers looking for
something different from what’s available at mass retail stores… is a niche
that small retailers and catalogs dominate”.
13
Source: The U.S. Public Interest Research Group
High-end segment: P’kolino will enter the playroom furniture market in this
segment. This segment refers to exclusive products sold primarily through
catalogs, interior-designer depots, trade events, specialty small retailers and
direct from the designer/manufacturer. These products are expensive and
branded with the designer’s name. Most of these products are usually
“P’kolino market entry designed in Italy, Germany, Spain, Netherlands, among others European
strategy will be to target the countries. Buyers are looking for something unique and beautiful. Interior
High-end segment, a small
but profitable spot”
designers are the main promoters in this segment; however, some specialty
furniture boutiques have also begun to carry premium furniture for play.
Furniture usually takes 6 to 8 weeks for delivery.
Exhibit 2-F
Playroom Furniture Market (US$ MM)
$51
$300
$800
small in size with limited reach and resources. According to our research
this segment is growing at 9% per year with strong margins of 55%
14
gross/20% net .
14
Based on primary and secondary research – Interviews with industry experts.
Mid-Segment: Retailers like Pottery Barn Kids, Bellini, Bombay Kids, Land
of Nod and specialty catalogs have become the leaders in this segment.
These companies are mainly furniture retail chains with products designed
with a more conservative classic look and with better materials. The majority
of the pieces are made from wood, normally targeting the family room and
the child’s bedroom. Some of the products are multipurpose (e.g. coffee
“The mid segment is the table that is also a train table). Competition in this segment is considered
sweet spot for P’kolino, with “high” because of the limited number of players. Pottery-Barn, the market
reasonable volume, high leader, is also the style setter for this segment. In contrast to the take-home
margins and less price approach of mass merchandisers, delivery of the product to the end
sensitive customers…is customer usually takes up to 4 weeks.
driven by quality and looks,
not price.”
Most of the products are sold by catalog, although Pottery-barn, Bellini and
Bombay have all opened physical stores to showcase their children’s
product line.
Customers in this segment are looking for more exclusive designs and will
trust companies like Pottery-Barn Kids, The Land of Nod, and Bellini
because of their established reputations for high quality and visually
appealing products. The largest threats for these companies are the copy-
cats (e.g., Ikea and Target) as they manufacture very similar products
priced 30-40% less. Copy cats successful because the brand defining
product attribute - beauty - is easily replicated.
15
In a recent article in the Wall Street Journal - “Williams-Sonoma:
Seeing a Strong High-End Consumer,” it was reported that:
Products like play tables and chairs are sold for less than $200. They are
made of plastic or composite materials and in many cases branded with
cartoon characters. The majority of the products are not designed to
15
Wednesday August 25-2004, WSJ
16
Source: Derived from individual sales from companies financial statements
17
Source: “Playthings” Annual Report
• Brio: Based in Sweden, but with operations in Europe, Asia and the
20
US. With $1.6B in sales the company has complemented its toy
“P’kolino will enter the offering with some playroom furniture pieces (especially train tables)
mass-segment once it has now representing about 1/3 of total sales. The company has a
penetrated the high and strong presence in the Nordic countries and has made an effort to
mid segments of the market
penetrate the US market with products priced a little above the
and developed a strong
brand” market average. Specialty stores and mass merchandisers have
been carrying Brio products in small quantities because of its price
point. Brio represents the “traditional wood based” products in this
segment. High quality products and a reputation for delivering on
educational play support its strong brand.
18
Source: Toy Industry Association Annual Report
19
Source: Hoovers Online, SEC filings and Annual Reports from Mattel, Hasbro, Lego and LeapFrog
20
Source: Brio Annual Financial Statements
21
Source: Newell Rubbermaid Annual Report, SEC Filling, Hoovers Online
company has positioned its products similar to Brio but with a lower
price tag and quality. The company has had a disappointing year in
the U.S. according to the Wall Street Journal, but remains a
competitor with a strong distribution channel and world-class
product development capabilities.
The following summarizes the size and structure of the Playroom Furniture
Market:
3 The Opportunity
Play is a child’s work and education; it is how they learn and grow. Parents
are more willing to pay for products that encourage or facilitate play as they
become more educated about child development and the importance of
“Willingness to pay for play. Evidence of this trend is the growing spending on educational toys
products that encourage 22
(growing at 9% for the last three years) , and playroom furnishings
child development is on 23
(growing at 7% per year ). P’kolino has identified a powerful opportunity
the rise.” that leverages this trend.
Through our research we discovered that the basis for play - the play space
and its furniture - is in need of improvement. We identified four key areas
for improvement:
“The basis for play - the • Existing playroom furniture compromises play because it is designed for
play space and its miniature adults and not children.
furniture – is in need of
• Playroom furniture loses its value fast because children quickly outgrow
improvement”
it. One size fits all in playroom furniture simply doesn’t work.
• The child loses interest in the playroom furniture quickly because it has
few applications.
“Parents want to know • Lastly, and probably most obviously, play spaces are cluttered and
the right toy to buy” unorganized.
We also discovered that parents are feeling the pressure of wanting to know
the right toy to buy, at the right time to effectively support the development
of their children.
22
According to Parents Magazine and LeapFrog SEC fillings
23
According to marketresearch.com
These solutions also address the challenges parents have of selecting the
right toys for the right stage because our toy kits will be packaged for
specific stages of child development.
The “grow with the child” capabilities of our products will reduce our
customers’ total costs of ownership and provide us with opportunities for
follow-on sales. Follow-on products will be in the form of developmentally
appropriate toy kits, upgrade packages and accessories.
Note: the following are pictures of prototypes of the Table A; the actual
product may be different. They are presented here for the purpose of
illustrating the concept
.
Designed at risd
for P’kolino, LLC
Note: the following are pictures of prototypes of Table B; the actual product
may be different. They are presented here for the purpose of illustrating the
concept
Designed at risd
for P’kolino, LLC
The Toy kits: These pieces are the link between the furniture and the toy.
They are storage compartments that unfold on top of Table A to change the
table top into an activity or toy /play enhancer. The inside of the toy kit will
be designed to accommodate the requirements of a specific activity and
child stage of development.
For example: if we wanted to convert the table into a toddler “Lego” table,
the interior of the toy kit will have stage appropriate Lego plates attached;
the unit itself will also hold the Lego blocks. When unfolded, it locks on top
of Table A, transforming it into a toddler Lego table. When done, simply fold
it up and store it in our storage unit.
Note: the following are pictures of prototypes of the Toy kits; the actual
product may be different. They are presented here for the purpose of
illustrating the concept
The Storage Unit: this unit will hold up to 10 toy kits and is designed to fit
the design style of Table A. It allows for ease of use and accommodates a
child’s height and strength. The unit is made out of wood, but the drawers
will be light enough so that children can open them.
Note: the following are pictures of prototypes of the storage unit; the actual
product may be different. They are presented here for the purpose of
illustrating the concept
With capabilities of holding Toy kits on top of the piece or in the drawers
Storage Unit
Designed at risd
for P’kolino, LLC
•
Safe and
Beautiful: visually appealing. b s
beautiful safe
f
fun
(Please refer to Appendix 12.2 for
details on the product attributes).
Safety, beauty and fun are absolute necessities in this market. They are the
attributes that most competitors have and ones that we will build our
differentiating attributes on. Our key differentiating benefits will be the
increased functionality, the improved educational value and the multi-
purpose nature of our products. By focusing our product development on
these key attributes we will have a clear competitive advantage.
Exhibit 4-B
Attribute Comparison Chart – P’kolino’s Assessment (rankings: 1 is best in the category, 10 is the worst)
Brio Mass 3 5 2 3 7 7
Fischer Price Mass 1 2 3 1 6 8
Imaginarium Mass 4 4 4 4 4 9
Little Tykes Mass 5 1 6 5 2 10
Truck High 9 10 8 10 8 5
Casa Kids High 10 9 9 9 9 6
Videl High 6 6 10 8 10 4
Market Entry:
P’kolino will first target the high-end playroom market because of its
favorable characteristics:
• it values innovation and brand over price,
• its consumers are market influencers, and
• it offers the highest margins.
Growth Strategy:
Growth in the high-end market is limited due to its size. In order to increase
our customer base for sales of additional P’kolino products we will need to
expand into the larger mid-market segment. To do this we will leverage our
high-end brand reputation and introduce lower cost tables and storage with
similar attributes into the larger mid-market. We expect to execute this
expansion in our third year of operation.
Exhibit 4-C
Market Penetration Strategy
Low PRICE High
PÕ
kolino (1)
PÕ
kolino (2) Custom made
Many Boutiques
Small Designers (Truck)
Vibel LÕ
achitecte
Pottery-Barn Kids
ATTRIBUTES
Land of Nods
Fisher Price Bombay Bellini
Few Imaginarium
Brio
Little tikes
Licensed (standard)
PÕkolino
High Mid Mass Strategy
Growth will also be achieved by maintaining long term relationships with our
customers to promote repeat purchases of upgrades, accessories and toy
kits. Given the targeted age range (0-5 years) of our products and the
average of over 2 children per household, a single customer relationship
could last over 8 years with multiple sales per year. This will give us a
recurring and predictable revenue stream. As we increase our customer
base and product line the revenue from these repeat sales will increase
dramatically.
Exhibit 4-D
Number of units sold per type of product
20000
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
Y ear 1 Y ear 2 Year 3 Y ear 4 Y ear 5
K its 1313 3851 4814 7618 11027
S to r a g e U n it s 228 477 824 1169 1533
T a b le s 690 1445 2551 3634 4755
Given the difficulties of the mass market, which include troubled distribution
channels, intense price competition, and price sensitive customers, it is not
currently part of our market extension plan. However, we will continue to
evaluate it. Should conditions become more favorable, we may consider
moving to this segment.
5 Marketing Plan
Our primary customers will be parents who want the best for their children,
and are willing and able to pay a premium for a better product.
buy large gifts for their grandchildren. The percentage of buyers of relevant
children’s products that are grandparents24:
• Games and toys 26%
• Infants' furniture 21%
• Children's furniture 16%
There are nearly 60 million grandparents in the U.S. at present and they
25
spend an estimated $30 billion per year on their grandchildren . Although
grandparents exercise significant purchasing power, they are likely to ask
for parent consent before they buy our products; making the parent our core
customer.
These parents are in parenting groups such as Mothers Forums and Play
Groups, and enroll children in early developmental classes (e.g., Creative
Movements). They subscribe to parenting magazines, read parenting books
or consult with Child Development/Parenting Experts. As a result, they are
influenced by “Authorities” either through reading they have done
themselves or by first hand interaction with teachers and care-givers.
24
Source: Simmons data cited by Interep
25
Source: Simmons data cited by Interep
26
Source: Simmons Market Research Bureau, Fall 2002 Study of Media and Markets; Packaged Facts
Expansion to the mid market will require a different pricing strategy. Lower
table prices (around $350) for better market penetration will increase the
user/installed base and provide a larger marketing base for the toy kits and
accessories.
27
Other furniture merchants have proven success in direct channels. Land of Nod estimated at nearly 100% sales are direct; through
catalog and web. Pottery Barn Kids – direct sales = 72% of its $392 million in revenue. As stated in the 11/18/04 Wall Street Journal
“William Sonoma’s, inc Third Quarter 2004 results.”
Direct to the Customer: The goal is to have 85% of our revenue come
through direct channels (web, mail and phone). Based on the proven
success of other furniture merchants in direct channels (Land of Nod
estimated at nearly 100% sales from direct channels like catalogs and the
28
web , and Pottery Barn Kids direct sales equal 72% of its $392MM in
29
revenue ) we believe this is achievable.
The primary direct channel will be through the internet as 70% of our target
customers have high-speed internet access. We will also offer mail and
phone orders.
28
Our estimate based on Land of Nods business model of direct sales and no retail store to date.
29
As stated in the 11/18/04 WSJ’s “William Sonoma’s, inc Third Quarter 2004 results.
Public Relations
Public Relations (PR) will be at the center of our communications plan. The
first phase of this plan is to utilize the PR potential of cooperation with
Babson, the #1 entrepreneurship program in the country, and RISD, the #1
school of design. We have brought together these school’s PR departments
and have agreements to promote the story at no cost to us. To that end, we
are developing a video documentary of the product design process to be
used as a PR asset for the schools and P’kolino. From this PR exposure
we intend to interest target market publications (e.g. Parenting Magazine) in
P’kolino’s story.
Grassroots Marketing
Grassroots Marketing will be how we get the customers interacting with the
product and start the word-of-mouth engine running. We will start this
grassroots effort in Boston targeting Mother’s Forums, Play Groups and Day
Care Centers (e.g., Bright Horizons). We will expand this effort strategically
through major cities in the Northeast. These customers will be driven to the
direct channels for purchase.
Word-of-Mouth
As noted, word-of-mouth is a powerful tool is this market. We will
“Word-of-mouth is a encourage word-of-mouth by identifying key influencers in target markets
powerful medium in
this market.”
and seeking to make them advocates of P’kolino products. Additionally, we
will seek a child development expert endorsement to add additional
Advertising
Our advertising goal will be to increase awareness of P’kolino in the high-
end market. Our advertising efforts will focus on media that reach a high
concentration of our target customer. The advertising will be primarily in
print media because of its ability to show our product for a relatively low
cost. These ads will drive customers back to pkolino.com for more
information or purchase.
Direct Mail
In the first year of operation and in preparation for the 2005 Christmas
season we will run a direct mail test. This mailing will target high-end
customers in the Northeast to keep resources and expenses to a minimum.
A successful test would result in about 1+% purchase rate of from mailed
brochures. Should this test prove successful we will look to roll-out a larger
direct campaign prior to the Christmas season.
The founders will serve as the sales force making direct calls to strategically
identified retailers. It will be our strategy to focus on a select number of
local retailers so the founders can manage these relationship and still focus
on other priorities. When we expand into the mid-market (in year 3) we will
hire a dedicated sales manager.
We expect that sales will start slowly as our grassroots efforts and word-of-
mouth campaign gain momentum. In the first year we expect to generate
revenues of $600K based on table unit sales of 690 units. Most of these
sales will be achieved through grassroots marketing efforts, web direct sales
and two or three retailers in the Northeast. On average the company will
spend $220 marketing dollars per each new customer, and each customer
is expected to generate an average of $887 in revenues during the first
year. Our expectation is that this number will drop to $451 in average
revenue per customer per year as time passes.
Year 2 will serve as preparation and learning for expansion into the mid-
market where some of the guerilla tactics may still apply but our marketing
efforts will have to grow to a new scale.
In Years 3-5 we will continue to shift our marketing mix to media that enable
us to reach more customers. However, it will be critical to do so in an
increasingly targeted manner. Direct marketing (mail and web) will be our
primary medium because of its ability to target precise customer segments,
6 The Team
Antonio Turco-Rivas: co-founder and Sales & Operations Manager is a
Babson MBA 2005 and father of one. He has successfully launched two
technology ventures in Latin America. Antonio’s background also includes
two years as a Corporate Finance consultant for Venezuela’s most
important Investment Bank and two years as a special assets Manager at
the fifth largest Latin American Bank in the U.S. Antonio is a proven
entrepreneur, manager and sales professional.
Advisors: Individuals for these roles are currently being evaluated and will
be filled at a later date.
• Child Development Expert
• Manufacturing Expert
• Juvenile Product Market Expert
7 Operations
P’kolino’s core functions (design and marketing strategy) will be the main
operational activities performed in-house. All other operational activities like
manufacturing, packaging, shipping and some office/administrative and
customer service functions will be outsourced.30
Exhibit 7-A
Operations Cycle
Mfg. Mfg.
receives develops Production
Product
designs prototype begins
ready for
shipment
PÕkolino
reviews
prototype
30
Outsourcing cost for manufacturing, packaging, shipping are included in the Cost of goods sold, based on industry average (AFMA)
31
Sources: AFMA – American Furniture Manufacturing Association
32
Operations Cycle is a 14 week process for existing products, and an 18 week process for new products
Exhibit 7-B
P’kolino Product Development Process
Learn
Opportunity
Concept Testing and Operations
Assessment Look Try Level Design Detail Design
Development Refinement Cycle
+ Planning
Concept + Critical
Mission Ask Prototype Spec. Production
Design
Approval Review Review Approval
Review
Concept development
Industrial design
Prototyping
In developing the first product line, the company leveraged its relationship
with RISD. For the second generation of products P’kolino will have to
assemble a product development team comprised of both full-time
employees and collaborators. Marketing and sales will also require
additional personal, as will in-house administrative and customer service
34
responsibilities. Our staffing plan follows:
33
Based on the current P’kolino product development process.
34
Salaries are based on Boston average salaries for the respective positions according to the Career Journal (Wall Street Journal online
edition) salary search (Salaryexpert.com)
Exhibit 7-C
P’kolino Staffing Plan
Staffing Plan Year 1 Year 2 Year 3 Year 4 Year 5
CEO 1 1 1 1 1
$40,000 $70,000 $120,000 $150,000 $220,000
COO 1 1 1 1 1
$40,000 $70,000 $120,000 $130,000 $130,000
Product Development Manager 0 1 1 1 1
$67,000 $69,680 $72,467 $75,366 $78,381
Product Development Staff 0 1 1 1 1
$52,000 $54,080 $56,243 $58,493 $60,833
Operations and Logistics Manager 0 0 1 1 1
$60,000 $62,400 $64,896 $67,492 $70,192
Marketing Manager 0 0 1 1 1
$74,000 $76,960 $80,038 $83,240 $86,570
Sales Manager 1 1 1 1 1
$35,000 $70,000 $72,800 $75,712 $78,740
Sales and Marketing Staff 0 0 1 2 2
$54,000 $56,160 $58,406 $60,743 $63,172
Direct Channel Support 0 0 1 1 1
$60,000 $62,400 $64,896 $67,492 $70,192
Customer Service Staff 0 0 1 1 1
$45,000 $46,800 $48,672 $50,619 $52,644
Office Administration 0 1 1 1 1
$32,000 $33,280 $34,611 $35,996 $37,435
Accounting 0 0 1 1 1
$35,000 $36,400 $37,856 $39,370 $40,945
Advisors 1 1 1 1 1
$20,000 $31,200 $32,448 $33,746 $35,096
Total Headcount 4 7 13 14 14
Total Salaries $135,000 $398,240 $863,334 $989,010 $1,087,371
Benefits $20,250 $59,736 $129,500 $148,352 $163,106
Total Compensation $155,250 $457,976 $992,835 $1,137,362 $1,250,476
Month/ Activity M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23
Secure Funding
Launch RISD/BABSON PR
campaing
Production 150 tables +
strogare + kits
Website development
Develop Institutional sales
Channel
Hire Marketing / Tech
intern
Office relocation
Launch Grassroot
marketing camping
Collection efforts
Production - 400 tables +
storage + kits
Hire Product Development
Manager
Website Improvements
Marketing campaing
Production - 500 tables +
storage + kits
Collection efforts
8 Critical Risks
• Highly competitive market – All segments of this market are highly competitive,
and this is particularly true in the mid and mass segments. P’kolino will compete
with a distinctive product and a different value proposition as a niche player. We
will establish our brand in the high-end segment and then moving down to more
competitive markets. However, the potential remains that competitor will identify
our niche, before our brand has a foothold. We will rely on innovation and
speed to compete if competitors attack our niche.
• Lawsuits – Although we will take precautions to make our product safe for
children it is possible that a child may injure themselves while using one of our
products. We will carry product liability insurance to protect us financially from
such an event but the potential brand damage must be recognized.
• Product defects and/or recall – P’kolino will take precautions to develop durable,
reliable and safe products using materials that have proven to stand the test of
time. However, it is possible given the expected useful life of these products
and the use of children that these products could break creating hazards for
children. Should this occur and depending on the situation P’kolino may be
obligated or feel it necessary to issue a recall of the defective product. Some
manufacturers carry insurance in case the defect is caused by some error
during the manufacturing process. We will further explore this possibility.
• Sales lower than expected – In case this happens P’kolino will have the
capability of adjusting production volume and shifting strategy fairly quickly
because of our size and structure. We will also retain sufficient cash to support
an increase in the number of inventory days.