ENGLISH ABSTRACT: A Document Management System (DMS) can help businesses speed-up as well asreduce the number of mundane and repetitive tasks relating to documents. These benefits can assist management cut costs, reduce errors, automate frequently performed tasks as well as store information electronically in a safe and accessible way. Making IT Simple (the business) is a start-up business that has entered into a partnership agreement with INVU, Europe's fastest growing DMS Software developer (INVU, 2008). This agreement allows the business to sell INVU software without restriction by volume orgeography to all sectors of industry. INVU products are designed to make business administration, and especially managing documents a simple and efficient process. These two principle product features support the business' objectives and marketing push by delivering easy-to-use software that helpscustomers reduce costs by speeding-up as well as reduce the number of dailyadministrative tasks performed using documents. In order to establish which market sector to target, the Directors conducted an industry analysis (Appendix I) which has identified opportunities in the farming and agricultural Sector. The three primary reasons are: 1) Sustainable sector growth of 30% per annum (UK Agriculture, 2007), 2) no known DMS competition within Farming and 3) the Directors have an established Network and detailed knowledge of the sector. Although farming and agriculture will be the main focus of marketing activity and communication, other industries, such as property letting agencies, are also seen as future opportunities for the business. Target Market and ProjectionsMarket Research is based upon 138 questionnaire responses that have enabled the Directors to develop a product package which combines the product, a DMS license and software, together with the necessary hardware and maintenance support sufficient to satisfy the target market's needs. The target market is defined as a farm business, predominantly farming crops or cattle and/or sheep from between 41 and 80 hectares of productive land. It has up to 20 full time employees, half of whom are involved in the business' administration. This admin comprises mainly of financial accounts and Government Department returns which are processed on as many as two computers which have email, Microsoft Office and accounting software packages loaded on. For security and access the target market store their records in filing cabinets for up to 15 years, mostly in paper form. A priority for business' administration within this market is the simplicity and easy access of its records and with all records being in one place. The sales forecasts of 7, 16 and 30 units over the first three years 2009, 2010 and 2011 respectively are deemed achievable by the Directors, having received reassurance from both formal interviews (Radley, 2008) and conversations with potential customers.The business sees their target market strategy and their lean cost base as being their competitive advantage together with the impression that none of INVU's DMS competitors are currently focussed upon the agriculture sector. This gives the business a potential first mover advantage which will be supported by leveraging the marketing efforts and theexisting network of contacts to deliver the specifically designed sales process for the target market. The suite of products, which are leased by the customer over 36 months, cost £15,016 and have a Gross Profit of 58%. This gross profit then funds the running and maintenance of the support service provided by the company.Return on Equity over the 3 years of the Business Plan is strong at 60% given that there is a loss of £50,000 in Year 1. Year two generates a small profit of £24,000 with a healthy £64,000 in Year 3 onwards. Return on sales is 10% in year 2 growing to 14% in year 3. Break even point is in July 2011 (month 31) with the business cash positive in August 2010 (month 20). The financial risks are calculated as low due to the lease funding providing cash within 14days of a signed document, plus there is no cash risk as the requirement to hold inventory is negligible. The balance sheet requires equity funding of £40,000 which is provided by the two directors at £20,000 each, plus a 60 month working-capital bank loan which is forecast to be repaid on month 25.There are 46,000 farms in UK so, in this market sector alone there are potentially 9,200 (20%) sales presentations to be completed based upon the market survey data. On projected performance this would currently take the business 460 months to complete. The business case shows an improving performance month on month based upon an improvement in sales skills, product portfolio and brand awareness. The two employees Edward Gibbs and Mathew Easterbrook, both of whom are Directors, have each invested £20,000 in equity in order to start-up the business. They have 28years of management experience between them and offer complementing specialities in the IT, sales, farming and finance areas. Their business objectives are to generate cash and satisfy customer needs by selling products at the right price with a sustainable gross profit margin whilst being commercially aggressive on costs. Their simple and equitablecompany structure reflects their excellent relationship and the balance of power is shared equally. The product is a compliment of hardware, software and support service that is tailored to meet a customer's needs (Table 1).
