Snoezelen expansion to Germany

Abstract

This Master Thesis develops a plan for the Snoezelen company to expand its business to Germany. Thereby a two-dimensional expansion is conducted: First a new geographic area, second a new scope of application: Workplace productivity and wellbeing. The marketing activities place a high focus on digital marketing, brand building and customer education. The market will be entered without direct collaborations, but to scale the business, a franchise model will be applied later on. As data is crucial for this expansion, another focus is drawn on legal issues. We will start with a tight HR planning and gradually increase the workforce to cope with an increasing amount of clients. The financial plan shows that operating costs increase significantly during the first 5 years due to an increasing amount of clients. A 50 % equity, 50 % loan model is proposed, resulting from a financing need of about 600.000 EUROS