Horacio Alberto Melo Torres
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Mission: To produce and provide hi-quality designer ceramic ware appealing to global customer. Designs inspired by diverse indigenous cultural characteristics of the Andes region.Vision: To be the market leader in designer ceramic ware and other related products The Business Opportunity: There is a wide gap between traditional ceramic ware designs and modern customer s expectations. This gap has manifested into opportunity loss for traditional craftsmen and deterioration of indigenous craft oriented economic lifestyle. Andean Designs plans to overcome this gap by designing ceramic ware for modern usage but using cultural characteristics like shapes colors motifs etc and providing training & employment opportunities to local craftsmen.Business structureTo establish multiple small to medium enterprise ceramic manufacturing units in differing tourism friendly rural locations local employment management opportunities low environmental impact . Eco-Tourism hubs would be built around these units where tourists can observe the manufacturing process buy Andean Designs products and other relevant items at factory prices visit museum of traditional products participate in local cultural and social events.Business growth model1.Stage 1 Pilot (2012-2013): Setting up the business and pilot production facility2.Stage 2 10X (2014 -2015): Expand the pilot stage by 10 times i.e 10000 pieces per month target domestic and export market employ 50 people3.Stage 3 4X (2016 2018): Setup 3 more similar facilities in differing locations and expand overall production by 4 times i.e 40000 pieces per month employ 200 peopleTarget Segments: The target market for Andean Design is the affluent upper class and above customers. Market entry strategy: 1.Eco-tourism hubs Direct selling at factory prices. 2.5 million foreign tourists visit Chile every year!2.Domestic market Independent retailers showrooms. 0.5 million potential customers!3.Export market Distribution to wholesalers reputed department store chains and exclusive showrooms. 3 million potential customers!