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 JetFan – Operational Plan

Company Structure and Ownership

JetFan Ltd. is a non-listed public company that was established to acquire and develop the JetFan technology from Magiview Pty Ltd through a direct investment (via an equity swap). The public launch secured $1.8 million in capital and also secured the inventor’s continued involvement by way of significant equity participation. Terry is also secured by employee and shareholder agreements.

Existing Shareholders have invested $1.827 million in JetFan. This was the only capital injection and to date $1.26 million has been expended on research & development, prototype development and testing; marketing and limited tooling.
New Shareholders will be sought to invest $2.5 Million and will be offered 38% equity in the company. These funds will be used for the construction of a production plant; developing a market presence in the launch market (CEEC); working capital; and for building brand recognition The new investor may be a leading fan manufacturer in the CEEC market, however this is not essential to the strategy. The management team has identified the following key market players that would form a strategic fit with JetFan. Substantial interest has been generated from the following:

  • Sunon (Taiwan)
  • Sanyo Denki (Japan)
  • Delta (Taiwan)
  • Papst (Germany)
  • NMB (Japan)
  • Panasonic (Japan)
  • Nidec (Japan)

Organizational Structure and Management

Key Management and Personnel – The management team of JetFan is detailed in the organizational chart below. This chart depicts the development of the structure for years 1 to 3.

JetFan Technology Limited
Proposed Organizational Chart

Board of Directors – the management team reports to the board of directors. Board seats total four currently and will be expanded to six seats after the equity raising. The board will consist of:

  • Allan Sonnenberg – entrepreneur and government advisor
  • Ross Palmer – former Managing Director of Palmer Tube Mills
  • Anthony Guy – banking and finance professional
  • Terry Day – JetFan inventor
  • Two investor nominees

Set out below are details of the management team and their backgrounds. As can be seen, the management team has a significant degree of commercial experience. Implementation of this plan will be the mandate of the current team with assistance from outside consultants where appropriate.

Michael Carter – CEO

Michael Carter is the Chief Executive Officer. He is currently completing his MBA, majoring in New Venture Management. Michael has a background in Industrial Design and Marketing. His blend of skills allows him to understand the product development process from both the manufacturing/ technical perspective and the business/marketing perspective. This is evidenced by his experience in founding and successfully managing another high-tech start-up firm, Spinal Sensor Technologies Limited. Michael has guided this firm from initial invention of the technology, through research and development and product trials, negotiating through joint venture and strategic alliance agreements, capital raising, market launch and investor harvest. Michael’s starting salary will be $80,000 plus share options which will be exercisable at the end of year 5 and are contingent upon maintaining tenure for five years and securing specified licensing agreements. These options will represent 5% of the issued capital of JetFan. These will be allotted in recognition of performance and sweat equity in preparing the strategic business plan, and these will be negotiated with the new investor. In addition, Michael, as with the rest of the management team will subscribe $50,000 of the equity being sought.

Paula Mowbray – Vice President Marketing

Paula Mowbray is the Vice President Marketing and she is currently completing her MBA. She is presently employed as Senior Advisor, Department of Main Roads. Paula has extensive experience in international marketing including export market plans, feasibility studies, business planning and market research for Australian based manufacturers. She is ideally suited to this position as she is experienced in organizing industry promotional activities, trade delegations (Asia and in particular China), providing international marketing advice to private sector firms, international market research, and establishing collaborative partnerships with private and public sector organizations both domestically and internationally. Paula also has language proficiencies in Indonesian. Paula’s starting salary will be $70,000. Paula’s starting salary also will be augmented by share options which are exercisable at the end of year 5 and are contingent upon maintaining tenure for five years and developing a launch market presence and product awareness for JetFan. These options will represent 3% of the issued capital of JetFan Ltd. Paula will also subscribe for $50,000 equity.

Stephen Chant – Vice President Finance & Administration

Stephen Chant is the Vice President Finance & Administration. Stephen is currently completing his MBA majoring in New Venture Management. He is ideally suited to this position as a result of his experience in manufacturing, retail and distribution, as well as high-tech manufacturing businesses. Stephen has been involved with facilitation of business plan preparation for start-up ventures in the software and IT arena, financial services, manufacturing and entertainment industry. He has been involved with all facets of capital raising from entrepreneurial start-ups to Initial Public Offerings. Stephen’s starting salary will be $70,000. Like the other members of the management team, Stephen will participate in the share option scheme, and will be issued options, excercisable at the end of year 5. These represent 3% of the issued capital. Stephen will also subscribe for $50,000 in equity.

Anthony Guy – Non-Executive Director

Anthony Guy has been offered the Non-Executive Position for JetFan. Anthony is currently completing his MBA. He has a background in banking and finance and currently holds a senior position within Pricewaterhouse Coopers’ Corporate Finance and Investment Banking Team. Anthony has extensive experience involving corporate valuations, mergers and acquisitions, divestments and capital raising. His major achievements to date include negotiating the trade sale of a multinational Australian-based IT company and successful private capital raising for a high tech start-up in the telecommunications industry. His appointment is for a three year period. Anthony’s director’s fee will be augmented by share options on similar terms to Paula and Stephen. Additionally, Anthony will subscribe for $50,000 fresh equity.

Terry Day – Vice President Research & Development

Terry Day is chairman of the Board of JetFan Ltd and inventor of the JetFan and several Coanda Effect devices, some of which are owned by JetFan Ltd. Terry manages the ongoing research and technical development of the JetFan and Coanda appliances. Terry’s starting salary will be $70,000 in addition to his current equity stake. Terry will also be issued options excercisable at the end of year 5 representing 3% of the issued equity.

Research & Development

JetFan Ltd’s R&D strategy is to adapt the existing JetFan impeller technology for application to a variety of products. R&D will be conducted in-house by JetFan Ltd, and in collaboration with its strategic alliance manufacturing partners and OEMs. The R&D will be conducted in-house by JetFan not only to maintain integrity of the intellectual property surrounding the technology, its applications, and the manufacturing process, but also to ensure accrual of the crucial learning that arises from the development and fine-tuning of the production process. JetFan plans to release follow on products in different markets over a period of five years. JetFan will allocate 53% of sales revenue in year one to facilitate the R&D of these products. During years two through five, 6% to 12% of revenue will be committed to R&D. Following are the key factors to the success of exploiting the JetFan technology:

  • Successful capital raising
  • Granting of patents for the production process
  • Full production of first plant
  • Ability to secure supply agreements with fan manufacturers
  • Successful ongoing protection of IP
  • Generation of cash flow for investment brand building and IP protection
  • Generation of cash flow for follow-on product prototype development

Risk Reduction Strategies

Critical to the success of JetFan is the identification of risks and risk mitigation strategies, including:

Risk Area Risk Reduction Strategy
Technology does not perform as expected Extensive testing already successfully completed; pursue collaborative R&D program
Patent protection is weaker than expected Increase investment in IP protection strategies
Barriers to competitor entry lower than expected Ensure maximum penetration before moving to next market segment
Pricing incorrect Improve manufacturing processes and economies of scale
Loss of key employees Establish employee agreements as well as equity participation
Strategic supply agreement breaks down Move to next attractive market segment or establish additional strategic supply agreements
CEEC OEMs slow to change and difficult to excite as to the benefits of the JetFan impeller Collaborative R&D program with innovative change-oriented OEMs such as Dell, Gateway, Compaq, Texas Instruments and Toshiba; Focus on high-end applications where cooling performance is a limiting factor on new product development; Collaborative R&D with CPU manufacturers (Intel, AMD) to add influence and evidence to convince OEMs why JetFan impellers will give their products competitive advantage
Fan manufacturers slow to change and unwilling to cannibalize their existing fan range Promote benefits of first-mover advantages to fan manufacturers, in light of non-exclusive nature of strategic alliances; Collaborative R&D with OEMs and CPU manufacturers will influence fan manufacturers – OEMs are their customers; fan manufacturers will want to serve their stated needs. Initial focus on high-end applications leaves fan manufacturers’ main high-volume product lines intact.
Fan manufacturers copycat the JetFan impeller Proprietary manufacturing process protected by both PCT patent application and trade secrets; keeping impeller manufacture in-house keeps the manufacturing “secrets” safe. Patent infringement insurance and fighting fund. Contingent fee agreement with IP litigation attorney. High-profile alliances with influential OEMs who deal only with bona fide components may deter copycats

Legal Issues

There are no pending or expected legal issues surrounding JetFan Ltd and the JetFan technology. A patent application is in process for the manufacturing process for JetFan and is expected to be granted during the second half of the 1999 calendar year. The patent protection insurance policy as well as provision for the patent protection fighting fund will enable JetFan Ltd to legally fight any challenges to the patent.

Financial Assumptions


We have modeled revenue for our launch market – Compact electronic equipment cooling has been modeled. The other major markets identified will be the subject of separate analysis. The table below shows market size, market growth and market share estimates as well as pricing assumptions:


Year 1

Year 2

Year 3

Year 4

Year 5

Market size






Market growth












Units sold












Note: Market information supplied by the Gartner Group.


A key driver of value has been our gross margin forecasts. Gross margin has been estimated from analysis of comparable plastic and injection molding product manufacturers and has been adjusted to reflect the effect of our price skimming policy. Administration, R&D and Selling & Distribution costs have similarly been estimated from comparable company data, appropriately tailored to reflect the Research & Development plan and Marketing being undertaken by JetFan Ltd. Included in expenses is provision for a patent infringement fighting fund. This provision builds to $1.0 million.


Other major assumptions are in the notes of the financial statements in Appendix 4. They include:

  • Financial model assumes a five year horizon with a terminal value calculation
  • All figures are in real, United States Dollars
  • Gross margin and working capital balances based on industry averages.
  • Capital expenditure on plant and tooling based on comparisons with industry data
  • Market size and growth based on information supplied by the Gartner Group and IBIS information services.

Summary of Financial Results (Expected Scenario)


Year 1

Year 2

Year 3

Year 4

Year 5


$1.1 M





Gross Margin

























-$1.1 M

$0.81 M

$3.1 M





















Cash balance



$1.1 M



Set out below is a summary of the value of JetFan Ltd. plus a summary of the returns to a new equity investor :

  Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
  $’000 $’000 $’000 $’000 $’000 $’000
Operating cashflows   -1,019 890 3,298 4,724 5,906
Financing/ Investing cashflow -660 -563 -1,064 -1,783 -3,639 34,806
Cashflow to Equity holders -660 -1,582 -174 1,515 1,084 40,713
Value of Jet Fan Ltd 6,525          
Cashflows to new investor -2,500 0 0 383 383 16,364
IRR % 48%          
NPV of Investment 782          

The value of the business has been based on cash flows available to equity holders, discounted at a 40% real, post tax cost of equity. Included in these cash flows is the assumption that the business is sold at the end of year 5. The terminal value for the business (net of debt) has been estimated as $38 million and is based on a terminal earnings multiple of 7 times EBIT. This is conservative given that there is forecast growth potential remaining past year 5, both in the CEEC market and other follow-on markets.

Detailed Financial forecasts include profit and loss, balance sheet and cash flow information, together with valuation data. These are included in the Financial Forecast, Appendix 4. Below is a sensitivity analysis table outlining the effect on the EBIT as a percentage change in the following key variables.

Years Current $’000 Sales Price Gross Margin Market growth Overhead expenses
    Decrease by 20% Decrease by 20% Decreased by 50% Increase by 20%
  $’000 $’000 $’000 $’000 $’000
Year 1 -1,078 -1,170 -1,117 -1,046 -1,315
Year 2 814 310 361 513 564
Year 3 3,137 2,238 2,135 2,375 2,850
Year 4 4,563 3,309 3,119 3,231 4,147
Year 5 5,740 4,179 3,928 3,854 5,214

Worst Case / Best Case Analysis In order to provide a further indication of sensitivities of the business, set out below is an analysis of the best and worst case scenario. The worst case scenario is modeled as 50% of revenue, with savings of only 33% of R&D and 33% of marketing expenses. The best case scenario assumes a more rapid market penetration at double the current rate.

Effect on EBIT $’000 Year Best Case Worst Case
  Year 1 617 -1,016
  Year 2 3,217 -102
  Year 3 7,486 1,167
  Year 4 10,688 1,841
  Year 5 13,392 2,324

Ask and Offer

JetFan Ltd is seeking an investor to provide $2.5 million to fund the initial plant and working capital. In return the Investor will receive from JetFan:

  • 38% of the ordinary equity of Jet Fan Ltd
  • At least two seats on the board of JetFan Ltd
  • An internal rate of return of 48%
  • Performance contract with the management team

Exit Strategy

In year five JetFan Ltd will represent a substantial manufacturing company with manufacturing plants on three continents, and product development and market divisions. The company will have revenues in excess of $26 million and will be a substantial industry player. In terms of realization of the investment, there are a number of possible paths.

JetFan Ltd will be ideally placed to be acquired by a fan manufacturer who wishes to exploit the technology further. Additionally, there may be a number of strategic investors in the other launch markets, who have observed the JetFan technologies’ potential (in heating, cooling & ventilation or consumer products) who may seek to gain access to the technology by acquiring JetFan Ltd.

In addition, there exists the possibility of the sale of equity via a private placement to a direct equity fund seeking a growth investment in the manufacturing sector or via a public offering.


The JetFan impeller is set to become the new industry standard fan impeller. The product benefits are significant and undeniable, and the applications immense. With a focused and experienced management team behind the talented R&D team, JetFan Ltd is well-positioned to make the JetFan Revolution a reality. The technology is ready. The management team is ready. Are you? We look forward to discussing the investment opportunity with you in greater detail, and to you becoming a key player in the JetFan Revolution.

JetFan Technology Limited
Table of Contents Appendices
0. Executive Summary
1. The Company’s Profile
2. Market Analysis
3. Strategic Market Entry
4. Marketing Strategies
5. Operational Plan
Potential Product/Market Matrix
Management Team Resumes
Marketing Strategy
Financial Forecasts
Action Plan
The Cooling Fan Specification Process
© JetFan Technology Limited

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