BUSINESS MODEL OF THE NEW PROGRAM AND THE PRODUCT IN AN EXISTING COMPANY

V diplomskem delu smo določili in nastavili poslovni model uvedbe novega izdelka v obstoječem podjetju. Skušali smo odgovoriti na vprašanje, ali je finančno smiselna širitev dejavnosti na področje, ki ga do sedaj nismo pokrivali in v končni fazi tudi, kakšen finančni učinek je z uvedbo novega programa mogoče pričakovati. V podjetju, ki se 27 let svojega obstoja ukvarja izključno z informacijsko tehnologijo, razmišljamo o širitvi dejavnosti na področje trženja in proizvodnje sistemov oz. sredstev za pripravo (dezinfekcijo) pitne vode večjim uporabnikom, predvsem domovom za starejše občane in zdravstveno-medicinskim ustanovam. Program uvajamo v zdravo podjetje z dobro boniteto z zanesljivimi viri tako v finančnem kot strokovnem oziru. Podjetje razpolaga z lastnimi poslovnimi prostori ter stabilno in zadostno kadrovsko sestavo, zato so v začetnem obdobju stalni stroški praktično zanemarljivi. S pomočjo metodologije panelnega poslovnega modela smo postavili model, ki v devetih različnih segmentih podrobno opiše vse faze uvedbe novega programa ter njihove parametre in relacije med njimi. Na podlagi postavljenega cenika in dokaj dobro poznanih vhodnih stroškov smo izračunali predvideni donos, na katerega lahko računamo v prvih nekaj letih. Izračunali in ovrednotili smo tudi nekaj odstopanj, do katerih seveda zelo verjetno lahko tudi dejansko pride. Ugotovili smo, da bo začrtane prodajne količine težko doseči, saj potencialni kupci že dosegajo sprejemljive rezultate z zelo obvladljivimi stroški, občasni pojavi legionele pa so v našem okolju dokaj sprejemljiv in obvladljiv pojav. V skladu z dobljenimi rezultati bi bilo smiselno investicijsko previdno, a marketinško agresivno nastopiti na tržišču. V nekaj mesecih tipanja tržišča bi dobili natančnejšo predstavo glede prodajnih količin, na katere lahko dejansko računamo. Na podlagi ujemanja ali odstopanja od izračunanih količin in cen imamo podlago za konkretne odločitve o nadaljevanju aktivnosti glede uvedbe novega programa v obstoječe podjetje.The thesis deals with determining and implementing a business model for the introduction of a new product in a company. The goal was to explore whether expansion of activity to a completely new area is financially viable and what would be the financial effect of the new program. The company, which has for 27 years been dealing with information technology exclusively, is looking to expand its activity to marketing and production of systems/means for drinking water treatment (disinfection) intended for larger customers, especially residential homes for the elderly and health care institutions. The program is being introduced in a healthy and high rating company that has credible sources in terms of finance and expertise. It has its own business premises as well as stable and adequate staffing. As a result, fixed costs will initially be negligible. Using the business model canvas we devised a model containing nine different segments, which describe in detail all the phases of program introduction as well as their parameters and relations. Based on a pre-defined price list and reasonably good knowledge of input costs, we calculated the envisaged profits to be realised in the first few years. Moreover, we calculated and assessed certain discrepancies that may arise in the process. Our findings indicate that it will be difficult to realise the planned sales volume because potential clients are already successful in achieving acceptable and cost-efficient results. In addition, legionella outbreaks in our environment are a relatively acceptable and manageable phenomenon. It would be sensible to take the results into account and launch a carefully planned and aggressive market entry. A few months of testing the market would provide insight into the actual sales volume to be counted on. Any discrepancies or similarities between calculated quantities and prices could serve as the foundation for any concrete future decisions regarding the new activity and the introduction of the new program