THE MICHAE L SCOTT PA PER COMPANY

M A RKE T RESE A RC H
PROPOSA L
THE MICHAEL SCOTT PA PER COMPANY’S
MARKET SHARE GROWTH OPPORTUNITY

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MARKET RESEARCH PROP OSAL
THE MICHAEL SCOTT PA PER COMPAN Y’S MARKET SHARE GROWTH
OPPORTUNITY

ABSTRACT

This proposal is requesting that the Michael Scott Paper Company perform
extensive market research on our competitors, and then compare the results with
metrics of our own in an effort to steal market share from them. Topics of
research would include but are not limited to Revenue, Profit, Gross Margins,
Pricing Strategies, and Marketing Operations. Performing the said research would
be a tremendous benefit to the company’s ability to grow and scale in the future.
Research in these areas can also help the company recognize mistakes made by our
competitors allowing us to capitalize on them in our early stages.

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 TABLE OF CONTENTS

Title Page

Project Summary (Abstract)

Table of Contents

Introduction

Rationale & Significance

Plan of Work
a. Scope
b. Method

Task Breakdown

Problem Analysis

Request for Qualifications (RFQ)/Bio Sketch

Budget (Cost Proposal)

Conclusion

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 INTRODUCTION

The Michael Scott Paper Company is a newly formed paper distributor. For the company
to gain traction and survive its early stages, it must take away market share from existing
competitors. The research proposed is targeted at analyzing our competitors’ business model
and comparing it to our own in efforts to improve upon the status quo of the industry. Data
collection would occur over the interval of two fiscal quarters, and take metrics on revenue,
profit, margins, pricing strategies, and marketing campaigns. The company would then analyze
the data and look at differences in our National and Local Competitors, a notable competitor
being Dunder Mifflin. The following outline has been provided to go into more detail
regarding the research.

RATIONALE & SIGNIFIC ANCE

As a new company, The Michael Scott Paper Company would like to conduct the research
against it competitors. The information that we accumulate will help determine what to expect
in our projected profit margins in the first year. The benefit would be significant for the
company providing details for how to help the marketing department and finance departments
to make the necessary changes to providing growth. In order for The Michael Scott Paper
Company to attain the data needed to complete its estimates, we will use the data from three
competing companies from the area to provide assistance in the growth of the company and
to learn from the errors and accomplishments of the competitors. As a growing company,
we will use the data and research to help The Michael Scott Paper Company to make it past
the first year.

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 PLAN OF WORK

SCOPE

 Two phases of Data Collection will occur, each lasting one fiscal quarter.

 Revenue, Profit, Gross Margin, Pricing Strategy, and Marketing Campaign data
will be collected.

 After the data collection phase is completed, analysis on the data will be performed
and a formal findings report will need to be completed for an executive review.

METHODS

 Obtain a consultant who specializes in data collection and analysis to determine

the most state of the art methods for analysis.

 Collect financial data from national competitors such as Office Depot and local
competitors like Dunder Mifflin to be analyzed.

 Perform analysis on the data collected on a cloud platform so the company does
not need to build any technical infrastructure. (Amazon Web Services, Microsoft
Azure, etc.)

 Compile a report stating the findings to implement a data based strategy to capture
market share moving forward.

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 TASK BREAKDOWN

As The Michael Scott Paper Company continues to grow, we hope to achieve target goal
each quarter. We have created a table to help us compare what first year progress should be
to our actual amount. We hope to gain more customers to our office to expand our range of
operation. We are comparing our targeted goals to that of other companies like Staples,
Dunder Mifflin and Office Depot. In order for The Michael Scott Paper Company to progress,
we must use other company’s goals in a realistic way for us. By comparing companies, we can
make a reasonable goal for our small company and hopefully surpass the targeted goal we set
for ourselves.

First Year Progress for Customers in other Paper companies

Financial Quarters First Second Third Fourth

Targeted Amount 50 60 75 85

Actual Amount 35 55 75 80

The Michael Scott Paper Company Goals for Customers

Financial First Second Third Fourth

Quarters

Targeted Goal 35 45 55 75

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 PROBLEM ANALYSIS

Currently the biggest challenges facing the company are staffing, deliveries, and filing. The
company is expanding at an incredible rate and because of this we are having issues keeping
up. The main concern is staffing, if we have the proper staff to handle these obstacles we will
not have issues. Another big problem is the delivery system we have in place right now, which
is currently just a minivan being driven around in the early morning to perform deliveries.
Finally another big problem is handling all of the paperwork in association to all of the new
clients that we are receiving rapidly.

The general solution to these issues is to increase staffing. If we increase staffing we will not
issues with the huge influx of clientele. In regards to the issues with deliveries a new delivery
truck is going to be necessary to keep up with the orders, and thanks to the increase in staffing
there will be dedicated employees for such tasks. Finally the filing issue will quickly be resolved
by hiring a dedicated filing clerk to take care of all filing matters.

BIOGRAPHICAL SKETCH

Michael Gary Scott was born on March 15, 1964 in Scranton,

Pennsylvania. He is a former branch manager of the Scranton
branch of Dunder Mifflin Paper Company and is currently the
CEO of The Michael Scott Paper Company. He was raised by his
mother and stepfather, and has a half-sister as well as an older
brother. He originally began at Dunder Mifflin as a salesman and
quickly rose to being manager by being one of the best salesman
of the company and winning many awards for best salesman.
After 10 years at Dunder Mifflin, Mr. Scott felt it was time to
pursue a new challenge and began a new company called, Michael
Scott Paper Company. Michael Scott is the CEO of The Michael Scott Paper Company and is
constantly looking for new ways to expand.

BUDGET

The cost for The Michael Scott Paper Company to operate is substantial. There is the cost of
deliveries, employees, the use of an office space, insurances, administrative costs and the daily
operations of a start-up company that you don’t usually think of when starting a company.
There are also some unforeseen expenses that may come up. With The Michael Scott Paper
Company being on such a tight budget, every little amount can add up. Although the
unexpected happens, The Michael Scott Paper Company has crunched the numbers, we hope
to sell our products at $7.00 per rem of paper. And $29.00 per box to help make the numbers
for the fiscal year. Price for insuring not only the company but our employees will be about
$1000/ month. Legal fees to protect The Michael Scott Paper Company will be about $800
per hour when the services are needed. There is also the use of a financial advisor/accountant
to help with the keeping the company on budget that we would have to pay to keep records.
Our company will need its own administration to complete day to day tasks of running an

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office. Price of a copier, scanner and printer all in one is about $550 but to maintain the
machine will be about $100 a month. There is also the payment of employees and to give the
employees benefits with would cost about $5,000.00 a month perhaps more. There should
always be a reserve amount that the company has on hand in case of emergencies. Usually
that is about $2,500.00 in petty cash. Renting a facilities is about $2,500.00 a month. When all
the calculations are complete it costs about $25,000.00 a month to keep the company running.

CONCLUSION

The research conducted would benefit the company in the short and long term by providing
a data based strategy that could be improved and leveraged moving forward. Insight will be
found and will hopefully provide The Michael Scott Paper Company a robust strategy to take
market share from our larger competitors. Multiple metrics will be analyzed, allowing for the
company to fine tune each one based on goals and business needs. Because our initial research
will involve outsourcing consulting and technology, it will not involve building a new
department or technology infrastructure. The insight provided however may warrant that this
research be performed in house.

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 REFERENCES & APPENDI CES

10 Hidden Costs of Running a Small Business. (2016, February 23). Retrieved from

http://www.waspbarcode.com/buzz/10-hidden-costs-running-small-business/

Dunder Mifflin Paper Company. (n.d.). Retrieved from

http://theoffice.wikia.com/wiki/Dunder_Mifflin_Paper_Company

Michael Scott Paper Company. (2018, January 15). Retrieved from

https://en.wikipedia.org/wiki/Michael_Scott_Paper_Company

Michael Scott. (n.d.). Retrieved from http://theoffice.wikia.com/wiki/Michael_Scott