Detailed Business Plan

Repair Service with Kintsugi Art

 Table of Contents

Introduction................................................................................................................................3

Business Idea..............................................................................................................................3

Vision.....................................................................................................................................4

Mission...................................................................................................................................4

Service Offered......................................................................................................................5

Company Analysis.....................................................................................................................5

Market Analysis.........................................................................................................................6

Marketing Planss........................................................................................................................7

Target Market.........................................................................................................................9

Operational Plans.......................................................................................................................9

Financial Plans.........................................................................................................................10

Cash Flows (monthly for the 1st 12 months and annual thereafter)....................................10

Costs Pricing........................................................................................................................10

Break Even Analysis............................................................................................................10

Sustainability and Scalability of Plans.....................................................................................10

Introduction

This report is presenting the new business idea for starting a new business venture. The idea

is based on centuries old art being practiced in Japan for repairing broken things. The concept

of living efficient and producing least possible waste product is being supported in this

regard, as the broken things usually get discarded but with this business of repairing the

broken using artistic ideas based on Kintsugi Art. This report included plans for operations,

marketing and financial aspects which need to be analyzed for establishing a successful

business. In addition to this the report also provide an insight to the current trends of market

which help to determine the potential for business success and development. The discussion

also analyze the market which is being targeted while providing other details related to the

new business venture.

Business Idea

Basically the idea of this business is based on Kintsugi art, an emerging trend in United

Kingdom but a philosophy and art hailing back from 15 th century in Japan. Among numbers

of industries and business in United Kingdom there are varieties of ways in which the repair

services are being delivered to ensure that people can use their purchased products for a

longer time period but none of them is offered for products like jewelry, pottery, accessories,

homeware, furniture, decorative glassware or ceramic ware, antiques etc. Therefore, this idea

is specifically focusing on the market serving such products in order to help people repair

their favorite pieces. In this regard, a new repair service is planned to be introduced in UK

based on a Japanese repair technique “Kintsugi” and the service will be named after this

golden joinery art “Kintsugi”. In this centuries old golden joinery art special lacquer dusted is

used with powdered silver, platinum or gold to fix broken pottery which is done in a creative

and artistic manner that give a unique look to the piece.

The business will introduce an online repair service for such broken objects which cannot be

repaired and so discarded as waste product. This service will be offered online to repair any

damaged, cracked or broken jewelry, pottery, accessories, homeware, furniture, decorative

glassware or ceramic ware, antiques etc. They will get fixed using silver, platinum or golden

simply creating a shining vein at the breakages giving the piece a new yet beautiful look.

Vision

In this service, different things and pieces which were being used but are thrown out as they

get broken can be recycled in a unique way. This also reduce the wastage and discarded

material contributing to improve environmental efficiency. In this regard, the vision behind

the service is ‘to provide a convenient repair service to the people of UK to get their broken

products repaired and recycled in a unique way.

Mission

On the other hand the mission is to deliver the service in a user friendly manner while making

the broken, beautiful. In this regard, the slogan for the business is based on the philosophy

behind the Kintsugi art that is “making broken beautiful”. In addition to this the mission of

the business to earn the profit and have successful and sustainable business while offering an

affordable repair service to the customers of UK. Furthermore, we also aimed to ensure least

possible wastage in order to support the environmental friendly actions. While it is a kind of

effort towards safer, cleaner and healthier environment with least possible wastage as we are

repairing the products leading to an efficient lifestyle as well as encouraging people to

consult us for free in order to get information about any such support. The philosophy behind

this art is that even the broken is not useless and so we are promoting the idea that people

should focus on beautifying the things instead of being intolerable about the odd one out.
Service Offered

It is an online business which will be available for access to the customers via mobile

application which is user friendly and easily downloadable in different types of hand held

devices based on varieties of systems. The app can be downloaded online form the app store

and people can login to the service by entering their basic information like name and contact

number. The service include repairing prestigious and antique pieces which can range from

jewelry to pottery. Different accessories, homeware, furniture, decorative glassware or

ceramic ware, antiques etc. can also be repaired based on the damage done to the piece.

Company Analysis

On the basis of above provided details it is important to plan for the internal aspects and

structure of the business as well. As it is being mentioned earlier that the business will not

have any physical presence and work on the online basis so it is obvious that there is no need

for an office to facilitate the customers. But there is a need for the facility where the workers

can repair the products and keep them and then deliver them. Therefore, the business will get

a facility for using it as the work station for the workers.

Initially a small team will be prepared for the work including the technicians, workers,

managers, delivery persons, owner, customer care representatives, and other staff members

for regular activities. Each one of them will be provided with clear job description for their

duties and responsibilities in the company. The business structure will be functional where

there are separate small teams in forms of department as initially the business will be on

smaller scale and the business success will decide the expansion of the business activities,

functions and other internal concerns. The workers will work on repairing the items using the

technique of Kintsugi. The customer service providers and technicians will be responsible to

deal with the online servers and portals where the customers are placing the orders. They will
share the required information with the concerned personnel in the facility for progressing the

orders. The managers will take care of each function including financial, accounts, human

resource, logistics, supply chain, marketing, administration and production. They will have

their own job descriptions as per their functional area. Finally they all will be reporting to the

owner who will be also be performing the duties of a branch manager managing all the

business activities.

Market Analysis

Basically the service include repairing prestigious and antique pieces which can range from

jewelry to pottery. Different accessories, homeware, furniture, decorative glassware or

ceramic ware, antiques etc. can also be repaired based on the damage done to the piece.

Kintsugi is an art form which has history back from 15th century in Japan which has recently

gained attention by being obsession of UK in 2019. It is also known as golden joinery or

golden repair. The philosophy behind the art is “making broken beautiful” so we will get

fixed using silver, platinum or golden simply creating a shining vein at the breakages giving

the piece a new yet beautiful look. However, the Kintsugi art is being as a Japanese repair

technique in Japan specifically but with the advancement trends started to be shared beyond

boundaries and so this 15th century Japanese repair technique gain popularity in UK as well

and in 2019 obsession of UK.

It will not be unfair to claim that the current social climate is supporting the business idea like

introducing a repair service using Kintsugi art as potential to resonate for such business

innovations with the public is considerable. We are part of social media driven-world where

people tend to filter out their imperfections to present their lives as perfect, flawless and

impressive for the others. This let them gain appreciation from the world. Social media users

increasingly have begun to hit back at idea of perfection to a wider expanse in a new
dimension where the scars are considered as inspirational stories. So in this manner in the

western world Kintsugi is being recognized as shorthand for accepting the fragility of human

body and encourage overcoming of difficulties and imperfections accepting that we are

creating in this way and no one should be discriminated or humiliated due to their

imperfection and flaws. In this regard, publications like The Telegraph, Sheerluxe, NBC

News etc. promoted the idea of Kintsugi to the mass media where under this stance we are

considering this as a potential business idea which can be successful in the market of UK.

Therefore, we are presenting the unique idea of using the art as the repair service.

Whereas if the market competitiveness is considered so it is analyzed that currently the UK is

not having any big entity serving specifically this service in order to provide repairing of the

broken. However, some of the small scaled business such as Kintsugi UK which is a London-

based business sells necklaces, plates, pots and bowls repaired by kintsugi. But they do not

provide service for people to repair their products and items. Another competitor for the

business will be Japan-based Etsy store named as KintsugiSupplies which is serving over

ecommerce offering supplies and materials for customers who are willing to try the art by

their own. In addition to this there is a source of benefit for the business via Kintsugi Oxford

which is a series of kintsugi classes offering different benefits and services such as running

repair workshops or online classes.

Marketing Planss

As it is analyzed that there will be no physical presence of the business in the region so it is

important for the business to have a stronger digital presence. The business idea is based on

utilizing the advanced technologies for the improved service delivery as per the ease of the

current generation. So in this manner, the company has a strong marketing plan which
comply all the online marketing approaches and concerns to promote the business widely and

rapidly.

For the promotion of the service we will place advertisement in the community based

newspapers and television channels. Further we specifically focus on word of mouth

publicity by providing customers with their desired service and performance which can

satisfy them and ensure their loyalty for the promotion of the service. Further I am planning

to take the full leverage of internet and social media platforms where we will promote the

company and its unique services. Such as we can post different ads and promotional material

on LinkedIn, Instagram, Facebook, YouTube, Google+, Twitter, Snapchat,  and other social

media and digital platforms to promote our business. In addition to this we also planned to

initially promote the business using print media where we will position our billboards and

banners on strategic positions all around the region. Moreover, handbills and flyers will be

distributed in target areas as well as an official website will also be prepared for providing

details of the business and also facilitating the orders using laptops and other devices.

On the other hand it is also important to consider the ways in which we will price the service.

As it is known that pricing is one of the main factor that provide leverage to the business in

attracting the right customers so in this regard we will state that this service is for the middle

upper class specifically. That means the services we offer will be slightly expensive as the

material required for the repair is also expensive and so this service is also expensive for the

lower income earners. Mainly the pricing is done on the basis of material being used from

silver, gold and platinum. While on the other hand the quantity of material required for the

repair i.e. the level of damage is also an important aspect in deciding the price of the service.

However, there will be multiple payment options for the ease of the customers. If they are

willing to use online payment procedure they can go for that while they can also pay when
they receive the product at their door step either by cash in hand or by their debit or credit

cards via point of sale machines.

Target Market

Kintsugi is an art form which has history back from 15th century in Japan which has recently

gained attention by being obsession of UK in 2019. It is also known as golden joinery or

golden repair. So the business is targeting the people of United Kingdom mainly. Whereas

the positioning of the business will be done as an online repair service as the name of golden

joinery “Kintsugi”. In addition to this if the market specification is required, so it is provided

that he service is not limited to any specific class or group of customers and anyone who need

their favorite jewelry, pottery, accessories, homeware, furniture, decorative glassware or

ceramic ware, antiques etc. to get repaired can contact us for the services. The service is

mainly targeting the adult females and males who are usually responsible for maintaining the

interiors of their offices and homes. We are aimed to making the broken beautiful and so we

target anyone with anything that is broken and need to be repaired and so there is no

particular area or population which can be declared as the market being targeted by golden

joinery “Kintsugi”.

Operational Plans

Once a customer logged in to the application they can share picture of the piece which need

to be repaired. Then our customer care service provider will guide them for the repairing

procedure and ask for relevant details such as material of the product, material that customer

need to use for repair, and other details for ordering. Once the order is placed, the customer

care service provider assign a date and quote the price. If the customer is agreed to the

statement they can proceed to the processing of order in which the product will be collected

on the given date from the mentioned address and repaired within committed duration and
then finally delivered back safely to the given location. That is how, the customer do not have

to bring the product to any shop and can get online home delivery service whereas they also

not have to take care of the product while taking it back to the home as our delivery person

will deliver the product after repair to the customer on their door step. In addition to this we

are also offering 3 day confirmation offer, where the customer can keep the product after

repairing with them for three days and in case they find any fault in the repairing of the

product they can claim that and we will do the desired service for free to ensure customer

satisfaction.

Financial Plans

Cash Flows (monthly for the 1st 12 months and annual thereafter)

The cash flow anticipated for the Kintsugi Art for the 3 years are mentioned under the below

table:-
Year 1 Cash Outflows (£) Cash Inflows (£)
1st Month 5,000 3,000
2nd Month 4,500 3,700
3rd Month 4,750 4,000
4th Month 4,500 3,500
5th Month 5,500 5,000
6th Month 6,000 6,900
7th Month 7,400 9,250
8th Month 8,900 12,460
9th Month 10,200 13,260
10th Month 10,500 14,700
11th Month 11,000 14,300
12th Month 12,000 17,400
Year 2 120,000 180,000
Year 3 150,000 225,000
Total 360,250 512,470

The above table shows that the company in their initial stage had to invest more and their

investments return were quite on a lower side. Though, gradually with the increase of the

awareness and likeness of the art the business gain the needed attention and also the return to
run the business smooth. As shown in the cash flow statement the returns were initially low

because of the lacking of awareness of art in the public but afterwards the business would be

gaining the required cash inflows as anticipated. Nevertheless, it is estimated that the

company would be in a position to generate profit within 9 months. The first year’s cash

outflow stands at £90,250 and the cash inflow of the company for the same year is proposed

to be £107,470, which is quite a good return for a company in the first year of their set-ups.

Costs Pricing

The cost pricing of the Kintsugi Art is mentioned through the below given table:-

Damage Area Type of Material Cost Price Selling Price

Ceramic £20 £30
1 piece broken

Plastic £35 £53

Steel £55 £83
Iron £70 £105
Ceramic £25 £38
2 piece broken

Plastic £44 £66

Steel £69 £103
Iron £88 £131
Ceramic £31 £47
3 piece broken

Plastic £55 £82

Steel £86 £129
Iron £109 £164
Ceramic £39 £59
4 piece broken

Plastic £68 £103

Steel £107 £161
Iron £137 £205
Ceramic £49 £73
5 piece broken

Plastic £85 £128

Steel £134 £201
Iron £171 £256
Ceramic £61 £92
6
 7 piece broken piece broken
Plastic £107 £160
Steel £168 £252
Iron £214 £320
Ceramic £76 £114
Plastic £134 £200
Steel £210 £315
Iron £267 £401
Ceramic £95 £143
8 piece broken

Plastic £167 £250

Steel £262 £393
Iron £334 £501
Ceramic £119 £179
10 piece broken 9 piece broken

Plastic £209 £313

Steel £328 £492
Iron £417 £626
Ceramic £149 £224
Plastic £261 £391
Steel £410 £615
Iron £522 £782

Break Even Analysis

Break-even is a point in the financial analysis under which the return and investments stand

at 0, more or less investments could either be in negative or positive. Nonetheless, in this case

the break-even is suggested to be the point where the cash inflows of the company would be

more than the cash outflows due to sales of the Kintsugi Art. It is perceived in the cash flow

statement that the company’s break-even point is supposed to be in the 8 th month. It is

foreseen that the company would be able to gain profit on their venture after the completion

of 8th month and from there the turning point for the company would arise in which it would

only enjoy profit on the venture of Kintsugi Art.

Sustainability and Scalability of Plans

Business is the name of continuing process. Significant that a business will stay in operation

for the conceivable future. Every single business requires certain methods which enables the

business to sustain in their processes. It also entails numerous measurement scales upon

which the revenue and sustainability of the business is believed. The above project of a

Kintsugi Art is supposed to be the best antique seller across UK. The idea and concept posed

in the business structure above shows the great effort in portraying the future prospects of

Kintsugi Art i.e. the rejoining of broken things. Moreover the product and services concept

established by the Kintsugi Art are beyond beliefs. The marketing strategy organized and

projected by the business would take it to the heights never thought off. Furthermore, the

financial modeling done on the business shows the long run scalability and sustainability of

the organization as the cost of the products are not on higher side but the selling price of the

Kintsugi Art antiques are on much expensive rates. Because the thing broken would be

cheaper but the effort put on to make it unique in its own way is expensive.

The target market of the business are those public of UK which are indulge in finding out

different types of artistic works across the globe. Along with the individuals which like to fill

their houses with unique and antiques things. There the Kintsugi Art would take place and

provide them the design which would be one and only original as the broken side are not

going to be same ever. Moreover the sustainability of the business is also depended on the

marketing and promotional plans of the company that is making of an online app and also

creating page on Facebook, Twitter and Instagram which will promote the business on online

platform and promote the different products and antiques on which an individuals want to

apply the Kintsugi Art. Nevertheless, the sustainability and scalability of the business is

based on the quality work provided. Ensuring the quality up to the mark would always result

in greater profit.