Document Type

Honors Capstone Project

Date of Submission

Spring 5-1-2012

Capstone Advisor

Professor Mitchell Franklin

Honors Reader

Professor Breagin Riley

Capstone Major


Capstone College


Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Accounting | Business | Corporate Finance | Entrepreneurial and Small Business Operations


Opportunity Statement

As people in our current society are becoming more fashionable and self-expressive, the demand of products that can enhance uniqueness and demonstrate personality is increasing drastically. iStatue, with the introduction of 3D Personalized Statues, will provide a unique product with quality and satisfaction to its customers.

Business Concept & Product

iStatue will challenge market leaders Build-a Bear Workshop and American Girl with a personalized toy to satisfy customers’ unique needs. The sculpture is a personalized toy in which the face head of the statues are made based on the picture of customers and customers control over which the appearance of the statue.

Target Market

iStatue’s target market is children ages 3-12 and parents who would like to make customized toys to give to their children or children of their loved ones. Therefore, our company will mainly cater towards families with elementary school children. The figurines will not be very expensive but of good quality so that the average middle class person would be able to afford such a toy and be able to keep it for a long time.

Research and Development

Even though professional sculptor can handmade great personalized statue, this manufacturing process in making statue is long and imperfect. iStatue’ R&D will focus on two main areas: 2D to 3D image conversion and 3-D printing.


With average manufacturing costs valued at $18.58 per statue, 3D – personalize statue will be sold to customer via at $39.99 for a 53.5% gross profit margin.

Financial Highlights

After incurring startup costs required for design prior to the first year of operations, iStatue anticipates breaking even by year 2, in March 2014. Beginning at 0.05% market share, iStatue will grow in conjunction with annual industry growth rate at 0.2%, while experiencing as additional average 30% growth each year of operations until reaching a mature 0.19% market share. At the end of Year 5, iStatue is expected to generate $1.76 million.

Financial Need

With outscoring manufacturing production in China and selling product online, startup costs are going to be fairly minimal. As a result, iStatue will be seeking $80,000 from investors with an interest and experience for a 30% equity stake in the company.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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