Humming Bird Feeders of America INC
Humming Bird Feeders of America, Inc.
Prospectus
Our Mission
To inspire and nurture the human love of humming birds. To provide unparalleled
product customization, superior customer service, and a wide selection of products with a
continual focus on the protection and education of the community in regards to humming birds.
About HBFA
Humming Bird Feeders of America, Inc (HBFA) is a retailer specializing in bird feeders,
with a concentration on an extensive selection of custom humming bird feeders. HBFA offers
one of the largest selections of humming bird related products of any store in the United States of
America, operating on the premise of customization, vast selection, and superior customer
service.
HBFA has been in business since 2005, providing humming bird related products and
service to customers in North and South Florida. HBFA has been the recipient of the
Environmental Company of the Year award in 2006 and the Outstanding Treasure Coast Service
Provider, 3 years in a row. HBFA holds annual fund raising events and informational seminars
to educate and raise community awareness about fowl in the area. HBFA is committed to
supporting the community and the environment.
HBFA operates 2 retail stores. The company headquarters and main retail location is
located in Port Saint Lucie, Florida and the satellite retail shop is in located in Jacksonville,
Florida. The company employs 8 full-time employees and 20 part-time employees.
Our Products
Our custom humming bird feeders are hand crafted by skilled artists using top quality
wood, metal, resin, and glass. Our feeders accurately reflect the custom designs requested by our
clientele. Every custom feeder is a unique piece of functional artwork. Our feeders include the
following:
Large feeders – Custom feeders up to ten feet tall - example: 72” hand-blown glass
sculpture of 36 flowers crafted for the Denver Zoo. $19,000
Medium feeders – Custom feeders from 18” to 36” – example: 24” metal and glass
sculpture of a black bear for the Yellowstone National Park Hotel. $4,000
Small feeders – Custom feeders up to 18” – example: 12” hand-blown glass sculpture of
Jacksonville Jaguars logo. $300
Off the shelf feeders – Wide variety of bird feeders that are ready to be purchased $40 -
$500
Future Goals
As a business, we have been growing much faster than originally anticipated; however,
we need to expand the business to continue growing. Our current contingency plan includes
starting a comprehensive E-Commerce Website that will serve a global customer base. We
strive to hold the title as the global leader in the bird feeder industry, in terms of customization,
selection, and sales.
Target Customer Base
Category Primary Secondary
Age 35 - 49
50 - 70
Annual Income $40,000 - $70,000 $71,000 +
Type Individuals Individuals
Adults per household 2 2
Children per household 2 0
Location Global Global
Race All All
In addition, our Target Customer Base includes businesses of all types.
Your Task
Congratulations, you have been selected as a vital member of the HBFA E-Commerce
Launch Team. As of today, we do not have an Internet website; however, we have come to
realize the importance of a website as we grow into the future. Your task is to develop a series
of case studies that will address the various policies, procedures, and issues revolving around the
launch of our e-commerce division. Good luck on the project.