((((The
Ear Store™))))
Affordable,
High Quality Hearing Aids
For
the First-Time Buyer and Casual Wearer
(in
a Couple of Hours)
Main
Office:
19517
Frazier Dr.
Rocky
River, Ohio 44116
216-650-1007
The Ear
Store: Table of Contents
Executive
Summary
Description
of Venture
Industry
Analysis
Technology
Plan
Marketing
Plan
Financial
Plan
Production
Plan
Organizational
Plan
Operation
Plan
Executive Summary
Introduction
Hearing loss is one of the most
prevalent chronic conditions in the United States affecting nearly 28
million people, 19 million of whom are over the age of 45.
Significantly, the numbers are increasing due to the aging Baby
Boomer population. Fortunately 90% of hearing losses can be helped
with hearing instruments. Yet astonishingly, less than 20% of those
who could benefit actually use a hearing aid. The main reasons for
this low market penetration are cost (averaging $2000 per pair),
vanity, denial, and customer confusion created by a fragmented
industry that supports 7 different types of businesses to
purchase a hearing aid from. The issue of cost is particularly
important because most health insurance plans do not cover hearing
aids.
Only a few small manufacturers and
vendors in the United States have specifically focused on the price
and confusion problems. None have attempted to market “discount”
hearing aids on a national level. More importantly, none have
explicitly targeted the first-time buyer or part-time user of hearing
aids. As a result, most people do not know where to go to receive
high quality hearing service for the lowest price. Specifically,
there is no nationally recognized destination location for
hearing care. The Ear Store will
alleviate this problem.
The Ear Store
is a conveniently-located hearing aid vendor that will provide its
customers throughout the nation with fast, affordable, high quality,
one-stop hearing service. Goods and services include hearing aids,
Assistive Listening Devices (ALDs),
and hearing evaluations from a licensed audiologist—the
best care available without seeing a doctor. The
Ear Store is unique because our product line is centered
on instant-fit digital and disposable hearing aids—two recent
innovations that will satisfy the needs of first time buyers and
“casual” wearers. Another unique aspect of The
Ear Store is location. The Ear
Store will be located in areas that invite unscheduled
“walk-in” customers (i.e. superstores and malls), and not in
medical or professional buildings as seen with most current business
models. Sales will be generated through strong advertising,
educational, and public relations campaigns, thus eliminating the
aforementioned problem of customer confusion.
The Ear Store
has identified four proprietary items that will provide significant
barriers to our competition. We intend to implement these goods and
services at various stages in the development of the company. First,
The Ear Store will immediately
set up an IT system that will enable a customer to access his or her
audiogram
from any Ear Store nationwide for the purposes of easy customization
of hearing devices. Second, within the first year of operation, we
will begin manufacturing our own line of disposable and “limited
wear” hearing aids in response to the shortcomings of the existing
disposable models manufactured by Songbird Corporation. Third, within
the first 3 years of operation, we will manufacture our own line of
discount ALDs that will allow for custom audio spectrum programming
using the customer’s audiogram—a proprietary concept that will be
facilitated by our IT system. Finally, in 5-7 years, The
Ear Store will enter the gigantic markets of personal
communications and entertainment audio with our line of “Earbud
Audio Interfaces” which are basically hi-fidelity hearing aids that
will enable any person (not just the hard-of-hearing) to listen to
music, talk on the phone, etc. while having the option to hear what
is happening around them “in real life.”
Our initial target market consists of
males over the age 45 who are first-time hearing aid purchasers. This
group represents approximately 9.4 million people in the U.S who have
not received help for their hearing loss. Within 5 years The
Ear Store plans to achieve a 4 percent market penetration
for hearing aids and a 3.6 percent market penetration for Assistive
Listening Devices. The Ear Store
will generate annual revenues of $260-million and profits of
$25-million. Within 7 years The Ear Store
plans to begin meeting the market demands of over 1 billion people
worldwide who will own person communications systems.
Entrepreneurial Team
The President and CEO of The
Ear Store is Edward Caner. With his graduate study of
acoustics, his experience as a well-known musician and recording
engineer, his personal familiarity with the challenges faced by the
hard of hearing, and his current studies in the Physics
Entrepreneurship Program at Case Western Reserve University, Ed is
uniquely positioned to revolutionize the hearing aid industry. To
begin with, he has assembled a truly formidable team of advisors,
most of whom are eager to play an active role in The
Ear Store. Thus The Ear Store
already has a prospective management team that combines technical
expertise, industry experience, consumer focus, and significant
managerial, legal and startup experience. This itself speaks highly
of Ed’s talent as a leader, and bodes well for The
Ear Store’s success. As a final note, Ed has been
labeled as “a great problem-solver” by his mentors and peers,
which is perhaps most evident in his recently-published article in
the New York Times on anthrax detection using mice and guinea pigs.
Board of Directors
Carlson H. Kidkaner, President and CEO, The
Ear Store
Sam Stewart, Ph.D., Mixon Chair for
Entrepreneurship Studies, Weatherhead School of Management
Henry Boyd, M.d., Director, Physics
Entrepreneurship Program, Case Western Reserve University
Advisory Board
Jared Geohagen, Senior Partner,
Becker Marketing Group
James Goldstein, Director, gedas
(IT division of Volkswagen Corporation of America)
Syd F. Barrett, President,
Lakeside on Lake Erie Board of Directors
Katherine I. Patterson, M.A., CCC-A,
7-year Owner, Listening Advantage, Cleveland, OH; Clinical
Coordinator of Audiology, Cleveland State University (1993-1996)
Bill Bucksworth, 15-year National
Delegate, Self Help for Hard of Hearing (SHHH), Cuyahoga County
Commissioner’s Panel for Hearing Disabilities
George Lee, EE, MBA, Fuji
Medical Systems
Other Active Advisors
David Glenn retired Senior
Partner, Jones, Day, Reavis & Pogue
Patton Weber, retired CEO,
Fairview General Hospital (a division of Cleveland Clinic Health
Systems)
Hilary Hilton, 9-year associate
with Accenture, Inc.
Steven Works, CCIM, Vice
President, Grubb and Ellis Real Estate Brokers, Cleveland, OH
Andrew Weever, President, Normandy
Insurance Agency, Vice President, Busch Family Funeral Homes;
(largest funeral home company in Ohio)
Sabrina Noman, Engineer, Telarc
International
Flotina Lulzington, Engineer, NPR’s
E-Town
Annie Bricker, Rock Star, TV
and radio personality
Timothy Hicks, former disk jockey;
6-time nominee for Country Music Personality of the Year
Technology Overview
The Ear Store
is taking advantage of revolutionary breakthroughs in the hearing aid
industry such as digital, instant-fit, and disposable hearing aids.
The first digital hearing aid was introduced to the market in 1995.
The devices are superior to their analog counterparts in countless
aspects, but gained slow acceptance because of high cost. However,
like most high-tech consumer devices, the price is dropping—in some
cases exponentially. As a result, they will soon completely replace
analog units. Instant-fit hearing aids do not require custom ear
molds, which are time-consuming for the customer and can cost as much
as $150 per pair. Eliminating these molds makes for a quick
purchasing process which, in conjunction with the lower price, is
especially appealing to first-time buyers. Disposable hearing aids
also do not require ear molds and are new to the market within the
past year. These devices lack the durability of conventional hearing
aids but are extremely inexpensive. The price point makes it possible
for a person to see what it is like to wear a hearing aid before
committing to a more expensive model, such as a digital instant-fit.
In addition, with the introduction of our proprietary Limited Wear
hearing aids, a person will be able to own a backup pair or multiple
pairs.
The Ear Store
sees a great opportunity in building upon the disposable hearing aid
concept, starting with improvements on the present model by Songbird.
The Songbird unit lacks various simple computational algorithms and
is incompatible with the standardized PC interface for fitting to a
customer’s audiogram. We also feel that higher quality components
from other manufacturers can be used for the same cost. In addition,
Earcrafters plans use its knowledge of the component market to
release additional intermediate-quality models such as “limited
wear” or “semi-disposable” hearing aids.
Currently ALDs cannot be programmed to
a customer’s audiogram. Our own line of ALDs will allow this, much
in the same way that a hearing aid is custom-programmed. Our IT
system will give customers the convenience of custom fitting when
purchasing both hearing aids and ALDs from locations nationwide.
Marketing
A recent report from Self Help for Hard
of Hearing People (SHHH) listed both advertising and word-of-mouth as
a major influencing factor when people buy hearing aids. Thus The
Ear Store intends to use both advertising and public
relations as its primary marketing tool, potentially focusing on the
following unique trademarks:
“Affordable,
High Quality Hearing Aids for the First-Time Buyer and Casual (or
Part- Time) Wearer”
“Hearing
Aids in a Couple of Hours”
“Your
First Quick Stop for Hearing Health”
“Don’t
you think it’s time to have your hearing checked?”
“Have
you had your hearing checked?”
“The
Best Hearing Care Without Seeing A Doctor”
“Limited
Wear” or “Extended Wear” hearing aids
Individual Ear
Store locations will be chosen based upon the 45 and over
population demographic. Other elements that will be considered when
choosing an Ear Store location
are familiarity and easy access. To help with this, The
Ear Store is considering a strategic partnership with
chains such as Wal-Mart or LensCrafters.
The Ear Store has recently enlisted the
help of Becker Marketing Group, a full-service marketing diagnostic
and remediation counsel that has been developing programs for various
markets since 1974, including Banking, Computer Systems-Hardware and
Software, Building Products, Real Estate, and physicians’ groups
such as Neurological and Eyecare Practices.
Building on the formidable experience
and expertise of our Team, The Ear Store
will be well-poised to stay ahead of the competition.
Sales
and Profits
The Ear Store will establish market
dominance in 5 years following a 4-phase time line. The first phase
will consist of 1 store followed by 2 more local stores in 7-8
months. Phase 2 will consist of the addition of 7 regional stores
approximately 8 months later. This is followed by Phase 3 that will
consist of 13 more regional stores 3 months later. Phase 4 will see
the addition of 177 stores nationwide. Total investment capital
needed to reach Phase 4 cash flow projections is $45.2 million to
yield annual sales of $260 million and profits of $25 million.
Summary of Operation
Technological trends in the hearing aid
business are creating lower prices, higher quality sound, and less
interaction time with professionals, but few businesses are set up to
operate under this new paradigm. As a result, the plummeting cost of
hearing aid production is not paralleled by a drop in consumer price,
which remains relatively high. The Ear Store
intends to embrace this paradigm shift and set the standard for
hearing aid prices through aggressive wholesale purchasing and
marketing.
Closing
The consequences of unaided hearing
loss are quite pervasive. The effects include sadness, depression,
worry, anxiety, paranoia, emotional turmoil, insecurity, and a
reduction in social activity. On the other hand, those who have begun
to use a hearing instrument report benefits that include better
relationships with their families, better feelings about themselves,
improved mental health, and greater independence and security.
Unfortunately only a small percentage of those with hearing loss have
actually sought help. Fortunately The Ear
Store will provide opportunity, impetus, and convenience
for these suffering individuals, thus bringing tremendous value to
the lives of our customers as well as significant returns to our
investors.
The Ear Store
seeks startup capital of $6 million from a group of dynamic investors
who will complement the technical and creative expertise of the
existing team, especially in the areas of retail and national
name-branding. A strong investment team in conjunction with the
outstanding Ear Store lineup and
our proprietary technologies will create a significant force in the
hearing aid industry and in the business community as a whole.
Description of Venture
1.Introduction
The Ear Store
is a conveniently-located hearing aid vendor that will provide its
customers throughout the nation with fast, affordable, high quality,
one-stop hearing service. Goods and services include hearing aids,
Assistive Listening Devices (ALDs),
and certified hearing evaluations from a licensed audiologist—the
best ear care available without seeing a doctor. The
Ear Store is unique because our product line is centered
on instant-fit digital and disposable hearing aids—two recent
innovations that will satisfy the needs of first time buyers and
“casual” wearers
2. Products
2.1 Disposable Hearing Aids:
Songbird brand is the only disposable
on the market. This device has a built-in battery that lasts for the
intended life of the device (approx. 40 days). In response to various
shortcomings of this Songbird, The Ear Store
will release its own line of disposables within the first year of
operation.
2.2 Limited Wear™ Hearing Aids:
The market currently lacks an
intermediately-priced high-quality device to bridge the gap between
the $80/pr disposables and the $3000/pr digitals. The
Ear Store has identified various existing devices that can
be modified to satisfy this niche and will release its own brand of
proprietary Limited Wear™ hearing aids within the first year of
operation. This product line will enable a customer to own multiple
pairs for different aural situations such as concerts (no background
noise) or parties (lots of background noise)—much like owning
multiple pairs of eyeglasses. Both the Limited Wear™ and disposable
models are currently being developed with the assistance of the
Physics Entrepreneurship Program at Case Western Reserve University
and a potential grant from the National Collegiate Inventors and
Innovators Association.
2.3 Instant fit hearing aids:
Of the few instant fit hearing aids on
the market, The Ear Store has
singled-out one particularly inexpensive, high quality device: The
Conforma® by Sonic Innovations.
This same company is about to release another model of higher quality
and lower cost called the “Odyssey.” The
Ear Store is currently evaluating other instant fit
devices such as the Aspire® by Siemens and two digital/analog
hybrids from Earcraft and The Hearing Shop. Within the first 3 years
of operation, The Ear Store will
have its own brand of instant fit.
2.4 Assistive Listening Devices (ALDs):
The Ear Store
will sell telephones, telephone accessories, television/home theater
accessories, personal amplifiers, doorbell/fire alert systems, and
do-it-yourself public systems for small organizations. For a complete
list of current “Ear Store Approved” devices see appendix. The
Ear Store will release its own brand of programmable ALDs
within first 3 years of operation.
2.5 Hybrid Devices:
The Ear Store
Earbud Audio Interfaces™ are proprietary hi-fidelity multi-purpose
in-the-ear devices that will enable any person (not just the
hard-of-hearing) to listen to music, talk on the phone, etc. while
having the option of conversing with someone standing next to them in
the same room. These will be released within 5-7 years
3. Services
3.1 Audiology:
The Ear Store
will be staffed by certified professional audiologists. Services
offered will include ANSI certified hearing evaluations,
consultations, assistance with the purchase of the correct hearing
instrument, proper fitting of the device, and customer education. In
order to insure customer satisfaction, 2 follow-up visits are
included in the purchase price of each pair of non-disposable hearing
aids. Other services include quick, safe earwax removal and referral
to a physician if needed.
3.2 Information Technology
Aside from implementing a full-service
website, The Ear Store will set
up an IT system that will enable a customer to access his or her
audiogram
from any store in the country for the purposes of easy customization
of hearing devices.
4. Size of Business
The Ear Store
intends to become the largest hearing aid dispenser in the world. The
hearing aid dispensing industry is currently ripe for consolidation
and The Ear Store will be the
forerunner. The current goal of 200 stores in over 40 cities
nationwide will be met within 5 years.
5. Office Equipment and Personnel
5.1 Personnel:
Each Ear Store location requires 3
staff audiologists as well as two full-time receptionist/salespeople.
In order to insure customer convenience each store will be open 71
hours per week. Audiologists will be available by appointment,
although walk-ins may be seen on a first-come-first-serve basis.
5.2 Equipment:
Each Ear Store “shopping area” will
be filled with the most exciting, innovative ALDs (see products
above). Each store will also have one private, enclosed hearing
testing area equipped with the latest testing devices, ear scopes,
etc. as well as a soundproof booth. Two adjacent rooms will contain
two respective fitting centers equipped with PCs for custom
programming of each hearing aid. These rooms also contain an
artificial listening environment consisting of an inexpensive
surround system that mimics real-life sounds to help the customer
learn about the hearing aid as well as assist in the customization of
the device.
6. Background of Entrepreneurs
Edward M. Caner—President and
CEO
Edward Caner is currently master’s
degree candidate in the Physics Entrepreneurship Program at Case
Western Reserve University. He also holds a master’s degree in
violin performance from Cleveland State University, undergraduate
degrees with honors in physics and engineering from Miami University,
and studied graduate acoustics in the Department of Physics at Purdue
University. Labeled by the Cleveland Plain Dealer as “One of the
most versatile musicians on the planet” he has performed with such
diverse acts as Smokey Robinson, Page and Plant, Natalie Cole,
Luciano Pavarotti, Mel Torme, The Moody Blues, Al Jarreux, Harry
Connick, Jr., Gene Pitney, Leslie Uggams, Dihanne Carroll, Mannheim
Steamroller, Lori Morgan, Ray Price, Yes, and The
Trans-Siberian Orchestra. As a freelancer in the Cleveland area
he served as interim Concertmaster of the Wheeling Symphony
Orchestra and performed as section violinist with The
Cleveland Chamber Symphony and the Ohio Chamber Orchestra.
Mr. Caner most recently toured as soloist with Wayne Newton,
The New Barleycorn from Ireland, and bluegrass/rock group
Runaway Truck Ramp. His national recording credits include two
releases with Michael Stanley (produced by the legendary Bill
Szymczyk) and a recent release by folk/bluegrass artist Sally
Shuffield (produced by Caner and Greg Schochet). Mr. Caner’s
teaching credits include clinician at the 2000 Rocky Grass Academy,
2000 Trinity Chamber Series in Cleveland, and the 1997 and 1998
Western Slopes Summer Music Festival in Crested Butte, Colorado. For
3 years he taught bluegrass/Celtic fiddle at H.B. Woodsong’s in
Boulder. He has been published in the New York Times and has recently
released a book called Fiddling for Classical Stiffs.
Mr. Caner is deeply immersed in the
plight of the hard of hearing. His mother suffers from a 70 percent
nerve loss in both ears and has worn hearing aids since childhood.
Two out of three of his mother’s sisters also wear hearing aids as
does a cousin and both grandmothers. Mr. Caner helped design the loop
system that is currently being used by the Cleveland-West chapter of
the Self Help for Hard of Hearing People and has also installed
several church systems.
Industry
Analysis
1.Introduction
Hearing aid technology has experienced
significant changes within the past 10 years. However the manner in
which the devices are sold has not changed for almost 50 years. This
is particularly important when considering that technology is driving
prices down and quality up. Thus a high margin/low volume business
model must soon yield to a high volume/low margin paradigm in order
to realize market penetration. This is most effectively achieved with
a nationally-recognized business name and product brand. In short,
the hearing aid industry is ripe for consolidation and the Ear Store
intends to set the standard.
2.Future Outlooks and Trends
2.1 Technology and
Price
Presently the most concrete changes in
the hearing aid industry are escalating technology and diminishing
costs. Consider the following scenario: In 1995, before the release
of the digital hearing aid, there were less than 1.5 million hearing
aids in existence in the United States. Each one required various
special components that could not be “borrowed” from other
industries. This meant fewer component sources, less competition, and
higher prices. Today, a vast array of computer components and related
devices are becoming miniaturized and the hearing aid industry is
able to purchase parts and ideas from this diverse market—driving
costs down. Smaller companies now have the opportunity to build
equally competitive devices based upon emerging common knowledge,
off-the-shelf components and minor proprietary innovations—a trend
that is quite familiar in the computer industry. One company in
particular that has shown such savvy is Sonic Innovations, a
digital-only hearing aid manufacture. Currently the fastest growing
company in the history of the hearing aid business, S.I. did not even
exist in 1997 yet went public in January of 2002 amidst a brutal IPO
climate. The company will continue to influence the market as it
releases its newest line of digital hearing aids in 2002 that
wholesale for less than 40% of the wholesale price of similar
competitive models. In addition, S.I. will have two different
instant-fit models on the market at this time, which bodes well for a
“new business paradigm.”
2.2 New Business
Paradigm:
The largest market segment of people
who need hearing aids
do their regular shopping at Wal-Mart, Target, Home Depot, OfficeMax,
and CompUSA, to name a few. They know that they will receive
excellent, fast service with low prices and easily-accessible
locations. This is not the case with the current business models for
hearing aid vendors. The aspects of service, price and location are
often complete unknowns because of the plethora of sole
proprietorships, small partnerships and other types of businesses
that are set up only for small market penetration. But as the cost of
hearing aids plummet, a volume-selling, large-market paradigm must be
adopted. The Ear Store business
model will provide such a paradigm with excellent, fast service at
the lowest possible price in a convenient setting.
3. Analysis of Competition
In 1996 the Better Business Bureau
listed 6 ways of purchasing a hearing aid: Mail (incl. Internet),
University, Hospital, Otolaryngologist (MD), Clinical Audiologist, or
through a Hearing Aid Dispenser. Each business model varies in level
of customer interaction, training, philosophy, type of service, and
price structure. These differences are often confusing because the
customer usually does not know what services are needed as well as
what services are included in the price—especially if insurance is
an issue.
In addition, most of the business models are small and cannot afford
informative advertising budgets. Furthermore, most businesses are
located in professional buildings with an uninviting “doctor’s
office” flavor. A few national chains have appeared but have gained
little respect from the national hard of hearing communities, perhaps
because of their lack of focus on quality service.
Recently, a 7th type of
business model has emerged: The Manufacturing Dispenser. The
manufacturing dispenser takes advantage of the widespread
availability of inexpensive off-the-shelf components which makes it
feasible to construct a hearing aid “on location” for less than
the wholesale price of some of the major manufacturers.
3.1 National and
Regional Chains/Potential Competition:
Miracle Ear has stores throughout
the country, some of which are located in Sears stores. They
manufacture and sell their own product line. Although their brand
became a household name due to ad campaigns in the late eighties,
this company never gained the reputation of being a reliable source
of quality goods and services. There is currently no indication of
selling disposables or instant fit, and prices are relatively high.
Sonus, Incorporated, has purchased
and franchised many private-practice audiologists around the
country. However, most Sonus franchises remain in the same
inaccessible locations such as doctor’s offices and professional
buildings. Advertising is done in the Reader’s Digest with no
local advertising or PR. Thus Sonus appears to be more of a buying
group than a potentially recognizable national brand.
Economy Hearing Aid Centers boasts
80 stores in Oklahoma, Texas, and Kansas, but further investigation
reveals nothing more than information displays in many of them (we
have only found 15 phone numbers of actual locations). They operate
primarily out of Wal-Marts with a couple of mini-mall storefronts
with rather inconvenient hours (i.e. closed on Sunday). The target
market is lower income hearing aid wearers. Their product line is
mostly old-style analog devices. They have a strategic partnership
with Siemens, although the entire Siemens product line is not
available at Economy, including the instant-fit models. There is
currently no indication of E.H.A.C. selling disposable models,
either.
4. Market Segmentation
The overall hearing aid market can be
broken down into age groups, ethnic groups, income groups,
occupation, and geographic location. The largest demographic group
with hearing loss in the US is people over age 65 with a prevalence
in men of 35% and a prevalence in women of 24%. The next highest
group is men between the ages of 45 and 64 with a hearing loss rate
of 19%. Racially speaking, whites have a much higher rate of hearing
loss over age 45. In addition, hearing loss generally becomes less
prevalent as income rises.
Galludet University, “The Nation’s
Premier University For The Deaf And Hard Of Hearing”, lists the
following additional demographics:
prevalence for males: 10.5%;
females: 6.8%. Within age: . Under 45, men: 4.3%, women: 3.0%;
45-64, men: 19.1%, women: 8.8%; 65 and over, men: 35.4%, women:
23.8%.
prevalence in White population:
9.4%; in Black: 4.2%; non-Hispanic: 9.1%; Hispanic: 4.2%. Within
age: Under 45, Whites: 3.8%, Blacks: 3.0%; 45-64, Whites: 14.6%,
Blacks: 7.0%; 65 and over, Whites: 30.3%, Blacks: 16.3%.
Less than $10,000: 12.4%;
$10,000-24,999: 10.7%; $25,000-49,999: 7.3; and $50,000 and over:
6.1%.
4.1 Industry
and Market Forecasts
Although forecasts and market estimates
vary, all show increasing sales due to the fact that the baby boomer
population is getting older and hearing naturally gets worse with
age. Income, race, and gender demographics will also play a very
important roll in future sales of hearing aids. With these expanding
markets The Ear Store intends to easily meet its sales and profit
goals.
Technology
Plan
1. Description of Technology
1.1 Digital Hearing
Aids
The Ear Store
is focusing primarily on digital aids, specifically the two most
popular styles: Behind-the-ear and canal aids. Hearing aids consist
of 6 to 8 major components:
Microphone—converts sound into
electrical signal.
T-coil (optional)—captures
signal via induction (phone receiver or loop system).
DSP Chip(s)—convert signal to
digital domain, process information with various algorithms, then
convert information back to analog; may contain user controls such
as volume, tone, compression, noise reduction.
Amplifier Chip—boosts
“processed” analog signal power; often part of DSP chip.
Receiver—miniature loudspeaker
that converts electrical signal back into sound.
Power Supply (battery).
Outer Shell—protection of
circuitry and physical fit to ear.
Ear Mold—ear canal piece for
behind-the-ear models.
1.1.1 Chip Set and Algorithms
The differences in sound quality
between hearing aids can be ascribed primarily to the chip set,
particularly the computational architecture of the chip in
conjunction with the programmed algorithms. There are many chips
available from OEM sources such as Gennum, Knowles, Etymotic
Research, HEI, 3M, and Sonic Innovations. Software is more difficult
to obtain—many hearing aid companies keep it a secret. However
packages containing basic algorithms are slowly becoming available
for considerably less money than what is offered through licensing by
larger corporations. The following algorithms are commonly (but not
always) used by digital chips:
Equalization—fits the device to
the subject’s hearing test results (audiogram).
-This is a basic
feature that must be present on all models.
Compression—automatically
reduces volume for loud, sudden sounds.
Expansion—automatically
increases volume for persistent soft sounds.
Noise Reduction—reduces
background noise such as fans, crowd noise, etc.
Feedback Elimination—automatically
detects and kills “whistles”.
1.2 Instant Fit
These devices rely on various schemes
for instantly conforming to a person’s ear canal, eliminating the
need for custom ear molds. They are designed in specific sizes or as
one-size-fits-all.
For behind-the-ear hearing aids,
multiple-size mold-less ear buds are beginning to emerge, especially
in conjunction with the increasing demand for mobile communication
devices. These buds (or ear tips) deliver sound into the ear canal
via a tube that is attached to the hearing device.
1.3 Disposable
The Songbird is a disposable
instant-fit “programmable analog” hearing aid, which means that
it is an analog device that is controlled by a computer chip. Among
other shortcomings, the Songbird does not interface with NOAH (the
industry standard for interfacing with PCs for the purpose of quick
custom programming). The Songbird has a built-in battery that lasts
the life of the device—approximately 40 days.
2. Technological Comparison
2.1 Analog vs.
Digital vs. Our I.T. System
Older style analog aids do not have the
aforementioned algorithms except equalization. They thus provide
lower resolution, higher distortion, and higher power consumption.
Programming for analog aids usually has to be done in the factory;
programming for digital aids is quick, precise, and performed in the
dispenser’s office with nothing more than a low-cost interface and
a personal computer. This cuts down on interaction time with
professionals and results in lower labor costs. The flexibility of
digital aids solves the common problem of hearing loss that changes
over time as well as helping to lower the return/refund rate. This
flexibility also opens the door for innovation. The
Ear Store will implement an IT system that will enable a
customer to access his or her personal profiles and customize any
hearing device quickly from any Ear Store
location in the nation. No such formal system currently exists in the
United States.
2.2 Instant Fit vs.
Ear Molds
Both instant fit and disposable devices
do not require custom ear molds, which are time-consuming for the
customer and cost as much as $150 per pair. Eliminating these molds
makes for a quick purchasing process which is especially appealing to
first-time buyers. Only a few non-disposable instant fit in-the-canal
hearing aids have reached the market with more to follow. Of
particular note is The Conforma S.E. by Sonic Innovations, a
new Utah-based company that has created a strong company around a
proprietary 9 band chip and noise reduction algorithms. Dealer cost
for this breakthrough digital unit is about 60 percent less than the
cost of a “standard” digital hearing aid. This same company will
be releasing a follow-up model called the Odyssey early next
year that is smaller, less expensive, and practically invisible. The
Ear Store intends to initially sell the Sonic Innovations
product line, but we believe that we can significantly beat their
targets with our own line of instant fit.
2.3 Disposable
The Ear Store
sees an excellent opportunity to release its own product line of
disposable hearing aids, building upon the significant, easily
correctible deficiencies in the model by Songbird. Specifically, this
unit lacks various simple computational algorithms and is
incompatible with the standardized PC interface for fitting to a
customer’s audiogram. We also feel that higher quality components
from other manufacturers can be used for the same cost. Our
disposable hearing aids are currently being developed with the
assistance of the Physics Entrepreneurship Program at Case Western
Reserve University and slated for release within the first year of
operation.
2.4 Limited Wear (Semi-Disposable)
The current market lacks a high-quality
programmable hearing aid to bridge the gap between $80 disposables
and $2,000 digitals. The Ear Store will fill this need with a
proprietary line of intermediate-quality hearing aids. Current models
that fill this price gap use 30-year-old analog technologies and lack
the quality that is currently available at the same component cost.
2.5 Assistive
Listening Devices
Currently ALDs such as telephones and
television headphones cannot be programmed to a customer’s
audiogram which is frustrating and sonically annoying for people with
different types of hearing loss. Much in the same way an equalizer
functions in a hi-fi stereo system, our ALD circuitry will allow
custom programming for each individual’s audio spectrum needs. Our
IT system will give customers the convenience of immediate custom
fitting when purchasing ALDs from locations nationwide.
Earbud Audio Interfaces
The Ear Store
will take advantage of the plummeting cost of microelectronics to
pioneer new devices such as the “Earbud Audio Interface.” This
device contains all the aspects of personal headphones merged with
all the aspects of a hearing aid, enabling cordless entertainment and
communication without forgoing a connection to outside “real-life”
sounds. In other words, a person can listen to a baseball game in
church without missing a word of the sermon—and nobody would “be
the wiser.” The Ear Store
believes that such an inexpensive device will be feasible to build
and sell within 5-7 years.
Marketing
Plan
1. Target Market
Our target market for the first 5 years
of operation is males age 45 or over with hearing loss. Studies
indicate the following demographics of hearing impairment:
45-64,
men: 19.1%,
women: 8.8%
65
and over, men: 35.4%,
women: 23.8%.
Population of Males Currently in the US
with Hearing Loss:
Age Total
Population Number with Hearing Loss
45-64: 31
million 5.9 million
65+: 14.6
million 3.5 million
total: 45.6
million 9.4 million
This total population group is
increasing at a rate of nearly 3 percent per year (US Census). This
translates to a .6 percent annual increase in people with hearing
loss age 45-64 and a 1.1 percent increase in people with hearing loss
age 65 and over.
1.1 Target Market
Needs:
People in our target market need a
reason to seek help for their hearing problem. Most people do not
seek help because of the following reasons:
1.2 Satisfying Target
Market Needs
2. Promotion
The Ear Store plans to generate sales
through extensive advertisement and public relations campaigns. The
Ear Store intends to potentially focusing on the following
unique trademarks:
“Hearing
aids for the first time buyer”
“Hearing
aids for the casual or part-time wearer”
“Affordable,
High Quality Hearing Aids in a Couple of Hours”
“Your
First Quick Stop for Hearing Health”
“Don’t
you think it’s time to have your hearing checked?”
“Have
you had your hearing checked?”
“Limited
Wear” or “Extended Wear” hearing aids
The Ear Store has recently enlisted the
help of Becker Marketing Group, a full-service marketing diagnostic
and remediation counsel that has been developing programs for various
markets since 1974, including Banking, Computer Systems-Hardware and
Software, Building Products, Real Estate, and physicians’ groups
such as Neurological and Eyecare Practices.
3. Pricing
Pro forma pricing was figured on a
50-60% gross margin which is less than the industry average of 100%.
The Ear Store believes it is important to keep prices as low as
possible due to the fact that current low market penetration is
attributed to high price.
4. Location of Stores
Individual Ear Store locations will be
chosen based upon the 45 and over population demographic. Other
elements that will be considered when choosing an Ear
Store location are familiarity and easy access. To help
with this, The Ear Store is
considering a strategic partnership with chains such as Wal-Mart or
LensCrafters.
5. Product Forecasts
Goal: 4% market penetration = 365,000
pairs of hearing aids sold per year in the US.
6. Purpose and
Objectives of the Organization
Our objectives are to make hearing care
available and affordable. Our purpose is to help the world hear.
Financial
Plan
First
Year (2003) Pro Forma Income Statement by Month—The Ear Store
Fiscal Year Begins 1/03
|
Jan
|
Feb
|
Mar
|
Apr-03
|
May-03
|
Jun-03
|
Jul-03
|
Aug-03
|
Sep-03
|
Oct-03
|
Nov-03
|
Dec-03
|
|
|
|
|
|
|
|
|
|
|
|
|
|
SALES
|
0
|
0
|
0
|
0
|
32,451
|
43,268
|
54,085
|
75,719
|
97,353
|
108,170
|
108,170
|
108,170
|
COST OF GOODS SOLD
|
|
|
|
|
19,707
|
26,276
|
32,845
|
45,982
|
59,120
|
65,689
|
65,689
|
65,689
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Gross Profit
|
0
|
0
|
0
|
0
|
12,744
|
16,992
|
21,240
|
29,736
|
38,232
|
42,480
|
42,480
|
42,480
|
|
|
|
|
|
|
|
|
|
|
|
|
|
OPERATING EXPENSES:
|
|
|
|
|
|
|
|
|
|
|
|
Salary expenses
|
|
|
|
19,427
|
19,427
|
19,427
|
19,427
|
23,560
|
23,560
|
23,560
|
23,560
|
23,560
|
Outside services
|
|
|
|
3,000
|
|
|
|
|
|
|
|
|
Supplies (office and
operating)
|
|
|
|
40,000
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
Web Site, IT
|
|
|
|
2,000
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
Audiologist insurance
|
|
|
|
350
|
350
|
350
|
350
|
525
|
525
|
525
|
525
|
525
|
Repairs and
maintenance
|
|
|
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
Advertising
|
|
|
|
10,817
|
8,654
|
6,490
|
5,408
|
4,110
|
4,110
|
4,110
|
4,110
|
4,110
|
Car, delivery and
travel
|
|
|
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
Accounting and legal
|
|
|
|
3,000
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
Rent
|
|
|
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
Telephone
|
|
|
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
Utilities
|
|
|
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
Insurance
|
|
|
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
Taxes (real estate,
etc.)
|
|
|
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
Losses from Returned
Merchandise
|
|
|
|
|
|
1,014
|
1,014
|
1,521
|
1,521
|
1,521
|
1,521
|
1,521
|
Interest
|
|
|
|
|
|
|
|
|
|
|
|
|
Depreciation
|
|
|
|
|
|
|
|
|
|
|
|
|
Total Expenses
|
0
|
0
|
0
|
80,444
|
30,631
|
29,481
|
28,399
|
31,916
|
31,916
|
31,916
|
31,916
|
31,916
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Net Profit (Loss)
|
0
|
0
|
0
|
-80,444
|
-17,886
|
-12,489
|
-7,159
|
-2,180
|
6,316
|
10,564
|
10,564
|
10,564
|
2nd
Year (2004) Pro Forma Income Statement—
The
Ear Store
-
Fiscal
Year Begins 1/04
|
Quarter
1
|
Quarter
2
|
Quarter
3
|
Quarter
4
|
2004
total
|
|
|
|
|
|
|
SALES
|
475,947
|
778,822
|
973,527
|
1,503,558
|
3,731,854
|
COST
OF GOODS SOLD
|
289,032
|
472,962
|
591,203
|
913,080
|
2,266,277
|
|
|
|
|
|
|
Gross
Profit
|
186,914
|
305,859
|
382,324
|
590,479
|
1,465,576
|
|
|
|
|
|
|
OPERATING
EXPENSES:
|
|
|
|
|
|
Salary
expenses
|
172,775
|
189,307
|
197,573
|
505,100
|
1,064,756
|
Outside
services
|
6,000
|
0
|
0
|
21,000
|
27,000
|
Supplies
(office and operating)
|
80,700
|
900
|
900
|
282,300
|
364,800
|
Web
Site, IT
|
4,700
|
900
|
900
|
16,300
|
22,800
|
audiologist
insurance
|
3,675
|
4,375
|
4,725
|
12,075
|
24,850
|
Repairs
and maintenance
|
1,350
|
1,350
|
1,350
|
4,500
|
8,550
|
Advertising
|
64,253
|
39,590
|
36,994
|
218,719
|
359,556
|
Car,
delivery and travel
|
900
|
900
|
900
|
3,000
|
5,700
|
Accounting
and legal
|
7,050
|
1,350
|
1,350
|
24,450
|
34,200
|
Rent
|
11,250
|
11,250
|
11,250
|
37,500
|
71,250
|
Telephone
|
900
|
900
|
900
|
3,000
|
5,700
|
Utilities
|
675
|
675
|
675
|
2,250
|
4,275
|
Insurance
|
675
|
675
|
675
|
2,250
|
4,275
|
Taxes
(real estate, etc.)
|
900
|
900
|
900
|
3,000
|
5,700
|
Losses
from Returned Merchandise
|
6,591
|
12,675
|
13,689
|
20,787
|
53,742
|
Total
Expenses
|
376,861
|
280,214
|
287,248
|
1,271,138
|
2,215,461
|
|
|
|
|
|
|
Net
Profit (Loss)
|
-189,947
|
25,645
|
95,076
|
-680,660
|
-749,885
|
Note errors in “Web Site” and
“Accounting and Legal.” These numbers were mistakenly
accumulated, but will indeed offset another error made with low
office supplies estimate. This problem will be addressed in the
February, 2002 edition of this plan.
3rd
Year (2005) Pro Forma Income Statement—
The
Ear Store
Fiscal
Year Begins 1/04
|
Quarter 1
|
Quarter 2
|
Quarter 3
|
Quarter 4
|
2005 total
|
|
|
|
|
|
|
SALES
|
3,547,965
|
7,463,707
|
7,463,707
|
7,463,707
|
25,939,087
|
COST
OF GOODS SOLD
|
2,154,606
|
4,532,555
|
4,532,555
|
4,532,555
|
15,752,271
|
|
|
Gross
Profit
|
1,393,359
|
2,931,152
|
2,931,152
|
2,931,152
|
10,186,816
|
|
|
|
|
|
|
OPERATING
EXPENSES:
|
|
|
|
|
|
Salary
expenses
|
1,335,170
|
1,561,780
|
1,561,780
|
1,561,780
|
5,905,603
|
Outside
services
|
39,000
|
0
|
0
|
0
|
39,000
|
Supplies
(office and operating)
|
525,600
|
6,900
|
6,900
|
6,900
|
546,300
|
Web
Site, IT
|
31,600
|
6,900
|
6,900
|
6,900
|
52,300
|
audiologist
insurance
|
28,175
|
36,225
|
36,225
|
36,225
|
136,850
|
Repairs
and maintenance
|
10,350
|
10,350
|
10,350
|
10,350
|
41,400
|
Advertising
|
469,889
|
283,621
|
283,621
|
283,621
|
1,320,752
|
Car,
delivery and travel
|
6,900
|
6,900
|
6,900
|
6,900
|
27,600
|
Accounting
and legal
|
47,400
|
10,350
|
10,350
|
10,350
|
78,450
|
Rent
|
86,250
|
86,250
|
86,250
|
86,250
|
345,000
|
Telephone
|
6,900
|
6,900
|
6,900
|
6,900
|
27,600
|
Utilities
|
5,175
|
5,175
|
5,175
|
5,175
|
20,700
|
Insurance
|
5,175
|
5,175
|
5,175
|
5,175
|
20,700
|
Taxes
(real estate, etc.)
|
6,900
|
6,900
|
6,900
|
6,900
|
27,600
|
Losses
from Returned Merchandise
|
55,263
|
104,949
|
104,949
|
104,949
|
370,110
|
Interest
|
0
|
0
|
0
|
0
|
|
Depreciation
|
0
|
0
|
0
|
0
|
|
Total
Expenses
|
2,760,099
|
2,202,235
|
2,202,235
|
2,202,235
|
9,366,804
|
|
|
|
|
|
|
Net
Profit (Loss)
|
-1,366,740
|
728,917
|
728,917
|
728,917
|
820,013
|
Pro Forma Cash Flow Statement First Year (2003) by Month—The Ear Store
|
Jan-03
|
Feb-03
|
Mar-03
|
Apr-03
|
May-03
|
Jun-03
|
Jul-03
|
Aug-03
|
Sep-03
|
Oct-03
|
Nov-03
|
Dec-03
|
Total
Item EST
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
CASH RECEIPTS
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Cash Sales
|
|
|
|
|
6,068
|
8,091
|
10,114
|
14,159
|
18,205
|
20,228
|
20,228
|
20,228
|
117,321
|
Collections from CR
accounts
|
|
|
|
|
|
24,306
|
32,408
|
40,510
|
56,713
|
72,917
|
81,019
|
81,019
|
388,892
|
Collections from
insurance
|
|
|
|
|
|
|
|
2,077
|
2,769
|
3,461
|
4,846
|
6,231
|
19,384
|
TOTAL CASH RECEIPTS
|
0
|
0
|
0
|
0
|
6,068
|
32,397
|
42,521
|
56,746
|
77,687
|
96,606
|
106,093
|
107,477
|
525,596
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
CASH PAID OUT
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Purchases
(merchandise)
|
|
|
|
32,845
|
19,707
|
26,276
|
32,845
|
45,982
|
59,120
|
65,689
|
65,689
|
65,689
|
413,842
|
Gross wages (exact
withdrawal)
|
0
|
0
|
0
|
19,427
|
19,427
|
19,427
|
19,427
|
23,560
|
23,560
|
23,560
|
23,560
|
23,560
|
195,508
|
Outside services
|
0
|
0
|
0
|
3,000
|
0
|
0
|
0
|
0
|
0
|
0
|
0
|
0
|
3,000
|
Supplies (office &
oper.)
|
0
|
0
|
0
|
40,000
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
40,800
|
Website
|
0
|
0
|
0
|
2,000
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
2,800
|
Audiologist Insurance
|
0
|
0
|
0
|
1,050
|
|
|
1,400
|
|
|
1,575
|
|
|
4,025
|
Repairs &
maintenance
|
0
|
0
|
0
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
1,350
|
Advertising
|
0
|
0
|
0
|
10,817
|
8,654
|
6,490
|
5,408
|
4,110
|
4,110
|
4,110
|
4,110
|
4,110
|
51,921
|
Car, delivery &
travel
|
0
|
0
|
0
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
900
|
Accounting & legal
|
0
|
0
|
0
|
3,000
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
150
|
4,200
|
Rent
|
0
|
0
|
0
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
1,250
|
11,250
|
Telephone
|
0
|
0
|
0
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
900
|
Utilities
|
0
|
0
|
0
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
675
|
Insurance
|
0
|
0
|
0
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
75
|
675
|
Taxes (real estate,
etc.)
|
0
|
0
|
0
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
900
|
SUBTOTAL
|
0
|
0
|
0
|
113,989
|
49,987
|
54,393
|
61,280
|
75,853
|
88,991
|
97,135
|
95,560
|
95,560
|
732,746
|
Returned Merchandise
|
|
|
|
|
|
2,605
|
2,605
|
3,907
|
3,907
|
3,907
|
3,907
|
3,907
|
24,744
|
TOTAL CASH PAID OUT
(Disbursements
|
0
|
0
|
0
|
113,989
|
49,987
|
56,998
|
63,885
|
79,760
|
92,898
|
101,042
|
99,467
|
99,467
|
757,491
|
Cash Position (end
of month)= cash flow
|
0
|
0
|
0
|
-113,989
|
-43,919
|
-24,601
|
-21,363
|
-23,014
|
-15,210
|
-4,435
|
6,626
|
8,011
|
-231,894
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Beginning Balance
|
|
|
|
250,000
|
136,011
|
92,092
|
67,492
|
46,128
|
23,114
|
7,904
|
3,469
|
10,095
|
|
Ending Balance
|
|
|
|
136,011
|
92,092
|
67,492
|
46,128
|
23,114
|
7,904
|
3,469
|
10,095
|
18,106
|
18,1
06
|
12-month Pro Forma Income
Statement Explanation
Sales
Sales of ALDs are based upon a survey
by SHHH that indicates more than 90% of hearing aid wearers own some
kind of ALD (telephone, television, etc.). Because many of our ALD
customers will be current hearing aid owners (i.e. they did not buy
hearing aids from us) we feel that our 90% estimate is conservative.
Our 80%-20% estimates for disposables and digitals are based upon
informal surveys. Audiologist hours are the amount of hours that an
audiologist will spend on a particular sale or procedure—always
rounded to include overtime and late customers. In the case of
digital hearing aids, 2 one-hour follow-up visits are included in the
purchase price for adjustments, etc. This is based upon surveys by
SHHH indicating that the average customer interaction time with an
audiologist is approximately 4 hours including testing time and ear
mold time. We feel we are actually giving our customers more
time because digital aids are much faster to customize and we are
eliminating ear molds. Wax removal is a quick procedure and can be
performed well within the 1 hour allotted for the hearing test.
Breakdown for 100
hearing tests
72 ALD = 0 Audiologist Hours
misc. sales (batteries, musician
earplugs, wax removal) = 0 hours
Totals per 100
hearing tests:
80 Disposables
sold
32 Digitals sold
72 ALD sold
268 Audiologist
Hours
With this distribution, 3 full-time
audiologists can easily share 1 testing station and 2 fitting
stations over 71 weekly store hours. A fourth part-time audiologist
could be added if needed.
Audiologist Capacity
Each store will start with two
full-time 40-hour audiologists w/ rotating schedules—by appointment
or first-come-first-serve walk-in basis. A third audiologist will be
added in the 4th month of operation to accommodate for
ramping of sales and repeat customers. Each store will run close to
capacity of 120 Audiology Hours per week.
3 audiologists @ 51 weeks = 6120
Audiology Hours
Breakdown of Audiology Hours:
-
total hearing tests
|
2284
|
total disposables
|
1827
|
total digitals
|
731
|
total ALD
|
1644
|
total Audiology Hours
|
6120
|
Sales, Price, and COGS Breakdown
|
Price
|
cost
of good
|
margin
|
amount
sold at "Audiology Capacity"
|
yearly
sales
|
Sales
monthly
|
Yearly
COGS
|
COGS
monthly
|
hearing
tests
|
$49
|
$3
|
$46
|
2,284
|
$111,896
|
$9,325
|
$6,851
|
$571
|
Disposables
|
$99
|
$55
|
$44
|
1,827
|
$180,860
|
$15,072
|
$100,478
|
$8,373
|
Digitals
|
$1,099
|
$750
|
$349
|
731
|
$803,090
|
$66,924
|
$548,060
|
$45,672
|
ear
wax removal
|
$23
|
$10
|
$13
|
457
|
$10,504
|
$875
|
$4,567
|
$381
|
Telephone
ALDs
|
$75
|
$50
|
$25
|
822
|
$61,657
|
$5,138
|
$41,104
|
$3,425
|
Television
|
$140
|
$93
|
$47
|
571
|
$79,925
|
$6,660
|
$53,093
|
$4,424
|
personal
amplifiers
|
$117
|
$78
|
$39
|
82
|
$9,618
|
$802
|
$6,412
|
$534
|
Doorbell/Fire
Alert
|
$105
|
$70
|
$35
|
164
|
$17,264
|
$1,439
|
$11,509
|
$959
|
Public
Systems
|
$979
|
$700
|
$279
|
20
|
$19,580
|
$1,632
|
$14,000
|
$1,167
|
musician
ear plugs
|
$100
|
$65
|
$35
|
25
|
$2,500
|
$208
|
$1,625
|
$135
|
wax
removal kits
|
$10
|
$5
|
$5
|
114
|
$1,142
|
$95
|
$571
|
$48
|
|
|
|
|
|
|
|
|
|
Totals
|
|
|
|
|
$1,298,036
|
$108,170
|
$788,270
|
$65,689
|
Cost of Goods Sold (C.O.G.S.)
See above table (1.3) for breakdown.
Figures are listed as wholesale prices quoted by each manufacturer
plus shipping and credit card charge of approx. 2 percent. ALD prices
were averaged over several models within each category.
Operating Expenses
Salaries of Employees
FICA/Benefits, Etc
Salaries per Store:
2 full - time
receptionists/salespeople @ $28,000 each. This covers a 71 hour per
week position plus ½ hour open, ½ hour close daily (71+7= 2X39
hours)
2 full-time audiologists @ $40,000
each.
1 full-time audiologist added in
the 4th month of operation to allow for ramp-up of
business.
Corporate HQ Salaries
President/CEO salary: $36,000 (50%
of $72,000 for sweat equity)
Assistant to President/CEO
(part-time): $16,000
Outside Contracts
PR firm:
To gain free
coverage on television, newspaper articles, buzz with seniors
organizations, churches, etc. $3000 upon opening of store.
Office Supplies
Office Equipment, Testing and Fitting Equipment:
Miscellaneous:
Operating supplies (not included in COGS for hearing tests, etc.)
Repairs and Maintenance
Advertising:
The figure of 3.8% of total sales is
congruent with companies such as LensCrafters (3%), Office Depot
(3%), Apple Computers (5%) and Wendy’s (4%). We will start at 10%
and fluctuate with time of year and holidays.
Car/travel
Legal/accounting
Office Rental
Professional Estimate
for a location near Great Northern Shopping Center: $15,000 annual
($1250 monthly) for office rental per location with $3000 ($250
monthly) taxes, utilities, insurance and a start-up cost of $15,000
for modeling (see section 3.3.2 above).
Website, IT
R&D
Audiologist Insurance
Losses from Returned Merchandise
Hearing Aids
A customer can return a
non-disposable hearing aid up to 45 days for a full refund (not
including hearing test). The Ear Store believes that we will keep
returns at 5% because of three factors—business model, target
market, and client education. Our business model is similar to
organizations such as Kaiser Permanente who report a return rate of
less than 10 percent due to recommended follow-up visits with
audiologists who do not work for a commission. In addition,
white males over 45 (our target market) are less likely to return
items purchased than their female counterparts. Furthermore, certain
private practice audiologists have claimed a return rate of less
than 3% and list educating their clients as the main reason for this
success. Education is a key factor in the mission statement of The
Ear Store.
A 5% return rate yields
approximately 3 per month. Audiologist cost is approx. $75 per
return. Add $5 miscellaneous cost and $349 loss from gross margin.
Total loss is $429 per return.
ALDs
Monthly
Breakdown of Returns
-
|
monthly number of returns
|
Monthly loss on returns
|
Digitals
|
3
|
$1,287.00
|
Telephone ALDs
|
3
|
$90.00
|
Television
|
2
|
$104.00
|
personal amplifiers
|
0
|
$0.00
|
Doorbell/Fire Alert
|
1
|
$40.00
|
|
|
|
Totals
|
|
$1,521
|
|
|
|
Cash
Flow Projection Explanation
Cash In From Sales
Estimate 80% credit card sales, 20
percent cash sales. Credit card money is collected 1 month later,
cash immediately. 70% of hearing tests are paid by insurance, which
is collected 3 months later. Hearing tests make up 9.1% of sales.
Thus 6.4% of sales will be collected 3 months later.
Collection Breakdown for Sales
6.4% 3 months from purchase
74.9% 1 month from purchase
18.7% immediately upon purchase
Purchases
Merchandise
Other Expenses
All other expenses are treated as
end-of-month payments.
All insurance payments (real
estate, audiologist) are made quarterly.
All returned merchandise is
immediate cash paid out equal to selling price.
Years 2 and 3
Time Line for store openings in years 2 and 3.
The following is the time line for
opening stores that is reflected in the pro forma statements:
Startup (2003)
2nd Quarter
May 1 store, Cleveland-West
Phase 2 (2004):
1st Quarter
January Hire
Regional Manager (will eventually move to Pittsburgh stores)
@ $40,000
Unveil new line of
“limited wear” and disposable hearing aids.
Expand web site to
include mail order devices.
February 1 store in Cleveland-Southeast
area
March 1 store in Cleveland-East area
4th Quarter
October Hire Regional Manager for
Cleveland @ $40,000
November 5 Pittsburgh area stores
2 Cleveland Stores
Total: 10 stores, 2 regional managers
Phase 3 (2005):
1st Quarter
January Add CEO to payroll @ $150,000.
Mr. Caner becomes new CTO @ $85,000.
Add Marketing Director @ $90,000.
Add Operations Director @ $70,000.
Add 2 Regional Mgrs.
February 3 Cincinnati stores
2 Columbus stores
8 Detroit Metropolitan stores
(Total 23 total stores)
Special thanks to the accessories for communications and entertainment for the hard-of-hearing. A licensed audiologist has earned at least a master’s degree in Audiology. An audiogram describes a person’s unique hearing deficiency and is the information that is used to program a hearing aid in order to compensate for that individual’s hearing loss. Audiograms are determined by a certified hearing test. Accessories for communications and entertainment for the hard-of-hearing. A licensed audiologist has earned at least a master’s degree in Audiology. Sonic Innovations had its initial public offering on January 3, 2002 and is the quintessential company for the “new” hearing aid business because of its ability to closely follow high-tech market trends. An audiogram describes a person’s unique hearing deficiency and is the information that is used to program a hearing aid in order to compensate for that individual’s hearing loss. Audiograms are determined by a certified hearing test. See “Market Segmentation” in the next section. Insurance generally pays for hearing tests by audiologists and not hearing aids. Source: Holt, Judith & Hotto, Sue (1994). Demographic aspects of hearing impairment: Questions and answers (3rd edition). Center for Assessment and Demographic Studies, Gallaudet University. Based mostly on the Health Interview Survey 1994. National average starting salary is $38,800. Estimate from Regional Rep—Gordon Stow and Associates.Todd Gabriel, Vice President, Grubb and Ellis.
Beyond 3 Years
Phase 4 (2005-2007): 177 more stores in 37 more cities
(Note: Pro forma sheets do not show
phase 4)
Total: 200 stores in over 40 cities
Break
Even Analysis
Break even sales levels are
approximately $81,000 per month. This includes 7% interest on initial
startup capital of $250,000. This is approximately 75% of projected
sales.
Sources
and Applications of Funds Statement
Time line of acquired capital:
Startup Grants, Business Plan
Competitions, Personal savings $ 90,000
Family, Advisors, Directors $
30,000
Angel Capital $ 130,000
Phase 2 Angel Capital $ 430,000
Phase 3 Early Stage Venture
Capital $4,500,000
Phase 4 Growth Stage Venture
Capital $40,000,000
Production
Plan
1. Commercialization
Requirements and Feasibility
The Ear Store
has not made specific plans to set up a manufacturing operation,
although we believe it will not be difficult as indicative of the
plethora of manufacturing dispensers currently in existence in the
United States. As a conservative measure, The
Ear Store is currently considering a strategic partnership
with existing manufacturers to achieve its goals.
Organizational
Plan
1. Form of Ownership
The Ear Store is currently listed with
the Internal Revenue Service as a sole proprietorship. The company
intends to form an S corporation in 2002.
2. Principal
Shareholders (Board of Directors)
Currently only members of the Board of
Directors are investors and subsequent shareholders:
Edward
York, President and CEO,
The
Ear Store
Yori Hiro., Mixon Chair for
Entrepreneurship Studies, Weatherhead School of Management
Dr. Foy McGhee,, Director, Physics
Entrepreneurship Program, Case Western Reserve University
3. Authority of
Principals
The following
organizational chart describes the current authority of the
principals.
4. Board of Advisors
The Ear Store has a Board of Advisors
that consists of qualified individuals who have been providing their
expertise to the Company in return for a deferred compensation of no
more than $75 per hour and an equity stake when the Company goes
public. The Board of Advisors’ function is to serve in an advisory
capacity for the various operations and activities of the Company.
The board of advisors for the Ear Store is unique in that it contains
individuals whose personal objectives to those of the company, thus
eliciting top performance from these individuals. The Board of
Advisors includes:
John Fleischer, Director, gedas
(IT division of Volkswagen Corporation of America)
Joseph E. Caner, President,
Lakeside on Lake Erie Board of Directors
Mary K. Westbrook, M.A., CCC-A,
7-year Owner, Listening Advantage, Cleveland, OH; Clinical
Coordinator of Audiology, Cleveland State University (1993-1996)
Barbara Caner, 15-year National
Delegate, Self Help for Hard of Hearing (SHHH), Cuyahoga County
Commissioner’s Panel for Hearing Disabilities
Steve Weber, EE, MBA, Project
Engineer, Fuji Medical Systems
5. Roles and
Responsibilities of Members of Organization
5.1 President and CEO
At the current stage in the development
of The Ear Store, Mr. Caner’s primary roles and responsibilities
include the following: 1) Assemble a management and investment team
that will effectively carry out the goals of the company. 2) Maintain
this business plan as a living document under the close scrutiny of
the Boards of Directors and Advisors; 3) Remain up-to-date concerning
all hearing aid industry trends, including acting upon all potential
proprietary technologies and activities.
5.1.1 Regional Managers
See Operation Plan.
6. Hiring Time Line
In Phase 3 Mr. Caner intends to take
exit the roll or CEO and become Chief Technical Officer.
Operation
Plan
1. Summary of
Operation
Technological trends in the hearing aid
business are creating lower prices, higher quality sound, and less
interaction time with professionals, but few businesses are set up to
operate under this new paradigm. As a result, the plummeting cost of
hearing aid production is not paralleled by a drop in consumer price,
which remains relatively high. The Ear Store
intends to embrace this paradigm shift and set the standard for
hearing aid prices through aggressive wholesale purchasing and
marketing.
2. Description of
Company’s Operation
Each Ear Store will operate very much
like a private practice audiologist, except with the addition of
walk-in customers. A receptionist/salesperson answers the phone,
makes appointments, coordinates walk-in customers, takes care of
payments, maintains office records and inventory, and assists in the
sale of ALDs. Each audiologist will perform “standard” duties
such as audiological assessments, otoacoustic emissions testing,
consultation, audiological rehabilitation, and hearing aid fitting.
Each branch will have a Chief Audiologist, a rotating position that
will oversee basic store operations. A regional manager will oversee
the operations of multiple stores in a particular region.
2.1 Normal Customer Flow
Customer makes appointment for a
hearing test either by phone or in person on a first-come-first-serve
basis. A “fully-cognizant adult” hearing test takes approximately
30 minutes. Many health insurances pay for this exam. The test is
followed by a short consultation in which the audiologist may
recommend a hearing aid. The audiologist is also qualified to refer
the customer to a physician in the rare cases where one is needed.
The hearing test is not covered in the price of a hearing aid.
3. Hours of
operation:
10-9 Monday-Saturday
12-5 Sunday
total: 71 hours
3.1 Flow of Orders and Goods
Each Ear Store location will enter
goods sold (via scanner, etc.) into local computer that is connected
to the common Ear Store IT network. The central office in Cleveland
then handles inventory, purchasing, factory monitoring for
backorders, etc. Factories will send goods directly to each Ear Store
location, which is current practice in the hearing aid industry. Each
Ear Store location will then enter shipping receipts into computer
and perform bi-weekly inventory checks to match computer numbers.
3.2 Organizational Charts