The Photo Playground is a Social Entrepreneurship Concept which we created for a class for which we won the HEC Social Entrepreneurship Award 2011.

1. H. Alvarez, F. Hurni, C. Kaufmann, J. Silen

2. Create
job
opportuni+es
for
Juniors
&
strengthen
its
market
presence
in
the
Fribourg
area

3. Photo-­‐studios
in
Switzerland
are
expensive,
complicated,
unimagina+ve

4. OUR MISSION
“To offer a fun, unique
and memorable
photography-studio
experience at prices
that everyone can
afford.”

5. OUR MISSION
“The photo playground
serves as a mean to draw
customers into the store
and serves as a gateway
for Juniors to further
develop their managerial
and communication skills.”

6. OUR CONCEPT

7. photo playground
PROCESS
1. PHOTOSTUDIO 2. EDITING STATION 3. CHECKOUT

8. 1. PHOTOSTUDIO
Photo Studio

9. 2. EDITING STATION
Photo Studio Editing Station

10. 3. CHECKOUT
Photo Studio Editing Station Branded CD JobFactory Print Shop

11. photo playground
TEAM

12. OUR TEAM
Héctor Álvarez
Co-owner Gorgeous Memories Photography Studio
in Los Angeles, California (2004 - Present)
Professional photographer
Christian Kaufmann
Professional photographer & Graphic designer in USA,
Greece and Switzerland (6 years)
Came Photography Studio manager in Athens, Greece
Fabienne Hurni
Event manager & Sponsor contact person
for HEC Espace Enterprise (1yr)
Josué Silén
Work experience in Marketing & Sales (2yr)
Online Marketing manager (1yr)
IT Business Solutions freelancer (2yr)

13. MARKET STRATEGRY
PRODUCT PRICE
§ Job Factory’s Photo § 6 CHF/image
Playground § No service charge
§ Studio-photography § Low-cost strategy
experience
§ Customizable pictures
§ CD/Print solutions
PLACEMENT PROMOTION
§ Job Factory Fribourg § Buzz marketing
§ Future expansion § Online marketing, e.g.
Social media networks

14. Total market size: 277’811 people live in canton Fribourg
26% population are students  72’255 (service de la statistique de Fribourg)
HIGH PRICE
Independent photographers
200 – 250 CHF/session
BORING FUN
Photo-booths
ID photo, limited number of
pictures ~8 CHF
§ More original, affordable and accessible
§ Fun and memorable
§ Hands-on editing experience
LOW PRICE

15. photo playground
FINANCIALS

16. FINANCIALS
Initial Investment Required
Studio
Equipment
Nr.
Item
Quan+ty
Price
Total
1
Camera
EOS
550D
Set
EF-­‐S
18-­‐55mm
IS
2
sFr.
920.00
sFr.
1,840.00
2
Set
of
2500
waYs
lights
w/2
so[boxes
and
reflector
1
sFr.
1,380.00
sFr.
1,380.00
3
Third
light
600
waYs
1
sFr.
812.00
sFr.
812.00
4
Back
up
baYery
2
sFr.
50.00
sFr.
100.00
5
Camera
Tripod
1
sFr.
201.00
sFr.
201.00
6
Eye-­‐Fi
4GB
Memory
Cards
2
sFr.
69.00
sFr.
138.00
7
Background
Super
White
3.55x32m
1
sFr.
350.00
sFr.
350.00
8
Flatscreens
(LG
26LE5500,
26"
LED
TV,
FullHD,
Slim,
USB,
DVB-­‐T/C)
1
sFr.
589.00
sFr.
589.00
9
Camcorder
1
sFr.
254.00
sFr.
254.00
10
Music
System
-­‐
Sony
RDP-­‐XF100IP,
Akku-­‐Radio
mit
iPod
Dock,
schwarz
1
sFr.
239.00
sFr.
239.00
11
Curtain
Equip.
&
Installafon
1
sFr.
500.00
sFr.
500.00
12
Ikea
Furniture
(Clothes
&
Shoes
Storage)
2
sFr.
100.00
sFr.
200.00
13
Entertainment
Gadgets
(Pillows,
Wigs,
etc)
1
sFr.
200.00
sFr.
200.00
15
Junior
Workstafon
(Dell
OpfPlex
380-­‐Desktop-­‐PC)
1
sFr.
679.00
sFr.
679.00
14
Installafon/setup
expense
1
sFr.
500.00
sFr.
500.00
TOTAL
Studio
Equipment
sFr.
7,982.00
Edi+ng
Sta+on
1
Dell
Inspiron
One
23
Computer
3
sFr.
999.00
sFr.
2,997.00
2
Picnik
Premium
Licence
(1
year)
3
sFr.
25.00
sFr.
75.00
2
Web
development
(API)
1
sFr.
500.00
sFr.
500.00
3
Ikea
Furniture
(Table)
2
sFr.
299.00
sFr.
598.00
4
Ikea
Furniture
(Bench)
2
sFr.
129.00
sFr.
258.00
TOTAL
Edi+ng
Sta+on
Equipment
sFr.
4,428.00
Print
Sta+on
1
Canon
PIXMA
Pro9000
Mark
II,
A3+,
Single
Ink
1
sFr.
483.00
sFr.
483.00
TOTAL
Print
Equipment
sFr.
483.00
TOTAL
INITIAL
INVESTMENT
sFr.
12,893.00

17. FINANCIALS
Projected Income Statement (Realistic Scenario) DESCRIPTION YEAR 1 YEAR 2 YEAR 3 TOTAL
Sales 27,043.20 40,564.80 54,086.40 121,694.40
Direct Costs of Sales -1126.80 -1690.20 -2253.60 -5,070.60
Total Costs -1,126.80 -1,690.20 -2,253.60 -5,070.60
Gross Margin 1 25,916.40 38,874.60 51,832.80 116,623.80
- Juniors' Salaries -7,200.00 -7,200.00 -7,200.00 -21,600.00
- Total Payroll Expenses -7,200.00 -7,200.00 -7,200.00 -21,600.00
Gross Margin 2 18,716.40 31,674.60 44,632.80 95,023.80
- Store Premises (25m2) -6,750.00 -6,750.00 -6,750.00 -20,250.00
- Depreciation -2,954.50 -2,954.50 -2,954.50 -8,863.50
- Maintenance Equipment -600.00 -600.00 -600.00 -1,800.00
- Office Material, Comunication, IT, Other Cost -2,000.00 -2,000.00 -2,000.00 -6,000.00
- Insurance Costs -350.00 -350.00 -350.00 -1,050.00
- Advertising, Representation, Website -3,400.00 -3,400.00 -3,400.00 -10,200.00
- Other Operational Charges -1,900.00 -1,900.00 -1,900.00 -5,700.00
- Total Operating Expenses -17,954.50 -17,954.50 -17,954.50 -53,863.50
EBiT 761.90 13,720.10 26,678.30 41,160.30
Net Income/Losses sFr. 761.90 sFr. 13,720.10 sFr. 26,678.30 sFr. 41,160.30
Number of Juniors 2.00 2.00 2.00

18. FINANCIALS
Payback Period Method (Realistic Scenario) Payback Period Method
Cumulative Cash Flows "Realistic Investment Recovery" Optimistic Cumulative CF "Optimistic Investment Recovery"
sFr. 160,000.00
sFr. 150,840.00
sFr. 140,000.00
sFr. 120,000.00
sFr. 100,000.00 sFr. 98,256.00
sFr. 80,000.00
Cash Flows
sFr. 60,000.00
sFr. 45,672.00
sFr. 40,000.00 sFr. 37,130.80
sFr. 20,000.00
~ 0.2 years ~ 1.6 years sFr. 7,498.00
sFr. -
0 0.5 1 sFr. -9,176.60
1.5 2 2.5 3 3.5
sFr. -20,000.00
sFr. -12,893.00
sFr. -40,000.00
YEARS

19. SUMMARY
Social value
§ Creates Job Opportunities for Juniors
§ Develop managerial & communication skills
§ Intangible assets
§ Attract more customers
§ Strengthen market position in Fribourg
§ Build customer data base
Strategy
§ Strong differentiation strategy
§ Unique, simple & creative
§ Innovative business model
§ No service charge, ever
Financials
§ Low start-up costs

20. THANKS FOR YOUR ATTENTION