Rpm Rural Business Plan

1.0 BUSINESS SUMMARY

1.1 About the Company

RPM Rural is a privately-owned company based in Queensland, Australia.

Animal Recognition Technology is patented software designed by Dr Mark Finch (University of Queensland) and Mr. Neal Dunn (University of South Queensland). The technology is in the process of commercialization through RPM Rural, Australia’s leading manufacturer and supplier of livestock and rural equipment.

The concept behind the business is species identification which is applied to agricultural environments where farmers can manage the movement of their own stock along with native and pest species. On the basis of differentiation of various species, the technology can allow access to (or deny) watering or feed points. The technology should alleviate labour for farmers and rural property owners.

1.2 Product

RPM Rural will be producing automated gates for the purpose of separation of species. The software behind this is Animal Recognition Technology, incorporated into a system of fences and gates. This will allow access to an enclosed area, such as a food or water source.

As each animal approaches the gate, a video camera records an image of the animal against a blue screen and analyses its outline against a database to determine which species it is. The animals are funneled through, single filed towards the gate by a “V” shaped fenced run (to ensure the animals are not side by side).

The software works by analyzing the videoed image of the animal frame by frame. Once it has correctly identified the species, the gate either remains open or closes to deny access or trap the animals.

1.3 The Market

RPM Rural will target the cattle, sheep and goat farmers market in Australia which is currently estimated at over $8 billion.

1.4 The Business Potential

RPM Rural will be the leading company manufacturing automated drafting gates. As this is a patented technology, RPM Rural has the ability to gain monopoly and maximize the commercial potential of this product within Australia.

RPM Rural is aiming for annual sales of $420,000 in its first year of operation with the selling of 30 units. Following this, RPM Rural will be aiming for sales of $2 million in second year, $5.4 million in third year, $10.2 million in fourth year and $15 million in fifth year. This will be achieved through product refinement and a strong marketing campaign.

1.5 Mission, Goals and Objectives

RPM Rural aims to achieve $420,000 in sales in Year One.

RPM Rural aims to achieve