P'kolino business case review

P’Kolino put together a solid snapshot of their business idea. It is evident that they are operating off of innovative ideas and have thought through their deployment strategy. I think the pitch started great with a brief executive summary followed by a great level of market analysis between the toy and the furniture market place. I would have liked to see the table on page 15 of their plan at the beginning of the furniture playroom section in order to get a brief overview, but at the same time, it provided a great recap of the data at the end. I would have liked to have seen their ‘The Team” section upfront. I think this adds instant credibility and the reader will keep this in mind throughout the entire pitch.
It appeared that their sales strategy needed some bolstering, not just in length, but also in thought. I think this is especially evident in their year one plan with just the two founders working the strategy. The sales strategy was also sandwiched (cluttered) by a communications plan for year one just prior to the sale discussion and then it continues to the communication plan after the sales strategy. I would also like to see their analysis on the 1% purchases based off of initial direct mailing. Is this too low or too high of an assumption? To their credit, I think it may be too low.
In addition to the sales strategy being seemingly short, the operations & development portion left more to be desired. Again, it is evident they have thought through the plan in detail but it left me with a lot of questions after reading this section. For instance, they mentioned the ability to take a new product idea from inception to customer delivery in 9-12 months, however the initial design phase was only going to take a month? And the detailed design phase was only going to take an additional 2 weeks? Perhaps it is possible, but I think this is wishful thinking.
The one page executive summary was good. I think this was the best portion of the plan.