Entrepreneurial Development Proposal For Textile Recycling Essay.

Write a proposal on the concept of entrepreneurial development.

Value proposition

The apparel and footwear market of UK is growing rapidly during the last few years especially after 2011.In the financial year of 2018, the market value is expected to reach to almost 60.7 billion Euros which was 57.8 billion last years (Remy, Speelman and Swartz 2016). However, few problems are undertaking such as water consumption as production of a single cotton t-shirt needs to use 2700 liters of water. Moreover, every year in UK, around one third of a million tons of different clothing apparels result in landfill only in UK. According to Waste and Resources Action Program or WRAP, clothing industry is being one of the biggest sources for maximizing carbon in air, excessive usage of water and increasing amount of waste materials in UK (Nytimes.com 2018).

This current business idea is aiming to recycle the waste garments and generate new fabrics from the extract. Simon Sinek’ Golden Circle Theory of value proposition may help to discuss this business idea and its development process. This theory raises three major questions- why, how and what. According to Simon Sinek, when the entrepreneurs can successfully find out these three answers in regards to their business context, that business is considered to have enough potentialities to succeed (Sinek et al. 2017). In current age, few organizations have implemented the policy of recycling but still it has not been adopted by all the organizations widely therefore these entrepreneurs have chosen this strategy for their organization (Henninger et al. 2017). High cost of recycling, lack of advanced technology and irresponsible behavior of the customers has been identified as the key reasons behind this recycling gap. However, proper collection of old rigid garments will resolve this problem and sufficient to supply resources for the new organization. Most importantly, the entrepreneurs are willing to introduce it as a part of CSR policy for offering eco-friendly products to customers.

Figure 1: Simon Sinek’ Golden Circle Model

(Source: Sinek et al. 2017)

The concept has been developed for starting a private limited company with limited liabilities. Apart from utilizing the investments made by shareholders, it will seek for other investors for successful management of current organizational activities and proposed strategy of recycling. The idea is not about reusing the old garments because consumers never wish to purchase old products so it will try to develop new cotton from them and create new products. It will hopefully reduce the rate of water consumption in case of using fresh cotton first time.

Business idea

This following business Canvas Model will help to get a precise idea about this current business plan.

Figure 2: Business Canvas Model

(Source: Created by Author)

The concept or business idea is surely possessing uniqueness in its nature especially for an entrepreneur and perfect for competing with the business idea of the existing companies in UK’s fashion retail market. It is unique because-

-considering the current social trends

-indicating a new way of sustainable growth

-identifying a method of reducing pollution

-discovering a different policy of reusing old garments

• The aim and objectives of this entrepreneur business idea are as follows:
• To produce cotton fabrics with minimum pollution or wastage
• To change consumer behavior
• To reinvent the manufacturing process
• To change the views of consumer perceptions and involve every stakeholder in being responsible and sustainable

Sustainability is the most popular concept in current age and most of the business organizations are highly concerned about development of their strategies in order to secure sustainability issues. Therefore, this business idea has selected the process of “recycling” as a part of sustainable application of resources and it has strong positive impacts on the society. Recycling is performed, as the action of reusing waste materials is also a part of successful management of resources (Vecchi 2016).

Textile recycling basically involves the process of recovering old waste garments and footwear and processes them to create the new products. Additionally, it serves as a best opportunity for starting up new business for the entrepreneurs because it costs less to collect old products and reuse them instead of investing for new fresh resources (Haigh and Hoffman 2014). However, awareness about recycling is primarily needed for recycling the clothes and apparels. It is because of the involvement of other organizations and consumers is also needed for collecting adequate amount of old garments (Barot, Patel and Sinha 2017). In fact, knowledge of customers regarding the importance of recycling can be considered as one of the main resources of this process.

The recycling process of garments or fashionable accessories targets the changing trends of fashion and taste of people. Because, common people bring changes their taste of choosing garments and accessories according to the changes taking place in overall fashion market of a country.  Therefore, in case of recycling garments, only ripped and strained materials are not collected as main resources but those garments that are not desirable anymore are also important resources for recycling.

The major resources of textile resourcing are mainly the waste materials of garments and clothing such as curtains, bedding, rags, bag packs, shoes, various accessories etc. Fabrics and linens are the best materials can be recycled properly so these components are collected from these waste garment materials. Apart from this waste product, those are made of leather or polyester can also be considered as suitable for recycling (Binotto and Payne 2017).

Uniqueness

Apart from these resources mentioned above, there are few basic requirements and resources needed to perform recycling successfully. The certain amount of investment made by the UK government is also another resource of recycling process undertaking in an organization. It is because, this economic support of the government allows organizations to make all the arrangements required for recycling such as recycling machine, and engaging employees to run the operation.  

As mentioned earlier, this idea for new business is about to start a private limited having partners in business. However, apart from these business partners, it will involve further stakeholders in business activities especially the investors. In order to run a business smoothly in a country, organizations require maintaining legal provisions especially about consumer protection, fair-trading, and ethical marketing. Therefore, collaboration with the government mostly in local level can be a suitable way for an organization to maintain sustainability in business strategies from legal perspectives (Mazzucato 2015). Moreover, collaboration with Government and local Trade union such as the Unison and the GMB will also allow the business to get political support avoiding the legal constraints.

UK has a retail market of high competition where companies like Tesco, Asda, Marks & Spencer, Aldi and other many companies compete with each other (Kant Hvass, 2014). Support from these retail giants is highly needed for successful progression of the business. This collaboration will mainly help the entrepreneurs to develop strategies for attracting the customers’ attention and increase their awareness about the importance of recycling. Recycling has great impacts on the environment as it helps to minimize negative environmental impacts so this new organization has opportunities to present this strategy as a part of their CSR policies. In order to do so, they need to follow the study and follow the strategies of leading retail organizations of UK.

Apart from the retailers such as Zara belong to fashion industry, the entrepreneurs will seek support from other industries as well. For instance, cotton is considered as the most pesticide intensive crop and the pesticides present in the crops majorly harms the environment. Moreover, it was also noticed that the wool is also exposed to various environmental problems. They also develop strong CSR policies to mitigate these issues.

Development of technology is important for successful recycling so engaging technical experts is also necessary for its successful execution (Kant Hvass 2014). In order to so resolve this problem, the entrepreneurs will take help of China and Japan who have already made application of advanced technology. Machines of modern technology are needed for textile recycling which has high availability in China and Japan. Therefore, this new company will outsource the manufacturing materials and IT skills from these countries.

Aims and objectives

The last one is venture and suppliers who are also required to be important part of this business because they will provide raw materials and resources to the entrepreneurs. However, innovative ideas applied by an organization or its sustainable policies of profit making attract these ventures and increase their interest of investing.   

The primary step for entrepreneurs to start their business is to manage the resources and find out strategies for use these resources in wise manner. Furthermore, calculation of costs is the next step for getting knowledge about the money needed for successful completion of business process including each of its steps (Bae et al. 2014). Identification of sources of resources will help to gather raw materials for the start-up and availability of resources will help to increase the confidence of entrepreneurs and interest of investors.

Development of communication and strengthening network are also helpful for these entrepreneurs to successfully run their business (Kirzner 2015). This network should include both internal and external stakeholders like investors, shareholders, employees, consumers, vendors, suppliers etc. In case of engaging the skills and resources of other countries like China or Japan, these entrepreneurs need to remove communication gap between UK and these countries. However, collaboration with government can resolve this problem by avoiding political issues in the country. IT skills and mechanism both are important to outsource from these countries.  

According to Lodish et al. (2015), the entrepreneurs need to focus on the development of each of their sectors and business activities for successful and sustainable growth of the organization. These entrepreneurs have selected recycling as the main strategy of their business as they are supposed to sell recycled clothing apparels and present them in new way. Therefore, this organization is required to develop two major sectors including their management of resource expending and identifying innovative methods of both recycling and market penetration aiming to achieve a considerable revenue rate.

These entrepreneurs are highly focused to offer best quality services and products to their customers along with providing them a healthier and greener society. In order to ensure the environmental impacts and organizational sustainability, this organization will not only target the customers who choose products with high consciousness and looks for the well-being of the environment. At the same time, these entrepreneurs are also targeting to take this new initiative of producing products through recycling and offer them to the customers. Sustainability and positive environmental impacts are the key objectives of this organization even they want to highlight this strategy for marketing their services and increasing consumers’ interest through drawing their attention towards this healthy business practice (Lodish et al. 2015).

Proposed development

Interest of common people for new fashion trends and their nature of accepting new brands and trying their products are the key determinants behind the successful and increasingly competitive retail market in UK (Ahmad et al. 2016). This present business organization has also targeted the fashion market of UK so people who are highly conscious about fashion trends and brands will be the main target of them. The entrepreneurs will follow psychographic segmentation because they will target the customers who are highly fashion conscious and possess high concerns for environmental well-being. These customers prefer to purchase eco-friendly products even without focusing more on the pricing issues.

Figure 3: Different types of Market Segmentation

(Source: Weinstein and Cahill 2014)

These fashion conscious consumers are considered as the audience for these entrepreneurs as they need to represent products and services in front of these customers. Moreover, the government and investors can also be considered as valuable audience for the people going to start a business in UK. It is because, in most of the cases, political instability and economic uncertainty of the nation provide constraints for small enterprises to grow in a vast industry (Fernhaber et al. 2014).

In this context, entrepreneurs need to target this particular section of audience to showcase their planning, strategies of successful business intending to develop a greener environment. Similar reasons are also applicable for the investors also especially when the entrepreneurs are expecting to seek financial help from various investors apart from government support and business partners. Successful execution of the entrepreneurs’ vision, mission and objectives of social welfare will also help to draw the attention of investors and increase their interest to be a part of this organization and invest more (Nijssen 2017).

The key reason behind target marketing and approaching to the investors is successfully fulfill the business objectives of these entrepreneurs as well as making positive environmental impacts. However, it is truly difficult to obtain a strong position in UK’s retail market because already numerous domestic and foreign organizations are having tough competition in this industry (Vojtovi? et al. 2016).  In this context, selecting recycling as the key business strategy will help this new organization to attract the attention of both consumers and investors because very few companies in UK have successfully implemented their CSR policies in mainstream business activities. The analysis of Marketing Mix (7Ps analysis) will help to understand the basic requirements and target of the entrepreneurs (Luo et al. 2015). 

Product	· Garments made of the fabric recycled from old garments
Promotion	· Advertising it as a part of company’s CSR policy · Represent it as an initiative to develop a greener environment · Joint venturing with other fashion companies · Use posters and provide leaflets to customers
Price	· Comparatively higher ($50-$200) than others · Focus on common people’s psychology of relating higher price to better quality
Place	· Retail store · Online
People	· Skilled employees · Friendly management · Efficient people in customer service
Process	· Arrange of mechanism for recycling · Investment in marketing · Collection of old garments
Physical evidence	· Providing invoice for purchasing both online and offline · Comfort and freedom of product selection in physical store

Opportunity Formation

Table 1: Analysis of 7Ps of this entrepreneurship business

(Source: Created by Author)

In fact, from the very initial stage of business, this organization will be unique in nature and this will be biggest point of strength for the entrepreneurs. Therefore, it possesses huge potentialities of growth and high profitability in faster manner from the initial stage of their marketing. Openness is another important criterion for involving the customers in an organization, as this organization will maintain open attitude to the customers so that they can involved at any time (Kohler 2016). This characteristic will also differentiate the organization from other well-recognized retail giants in UK as they do not offer such opportunities to the audience or participate as active stakeholder.

As mentioned earlier, collection of resources and calculating their utilization are primary activities for entrepreneurs in their start up business. Distribution is the next stage as it involves the initiatives of offering products to customers and increases their interest for purchasing recycled products that supports sustainable organizational growth (Yang and Gabrielsson 2017). Identification of proper distribution channel through availing the resources helps an organization to maintain the balance between management of these resources and making improved profitability. This is actually a continuous path consisting of different steps like targeting customer, market segmentation, manufacturing, supply chain development, marketing, and finally selling. A proper and effective distributional channel starts from consumers and ends at consumers because a small enterprise develops its products according to the needs of society and customers and finally the channel ends at selling these products to customers. Retail giants have the opportunities to develop products as per their own strategy and make common people their customers but this is not possible for an entrepreneur (Fernhaber et al. 2014).

Direct, indirect, selective, intensive, exclusive are different types of distributional channel where direct distributional channel is more effective for generating better revenue rate (Ross 2015). Although, this current entrepreneurs are expecting to develop selective channel of distribution as they have selected customers for selling products. Being a fashion organizer, these entrepreneurs are targeting mainly the fashion conscious people of UK who are now adopting organic products and considering environmental impacts as vital issue (Lodish et al. 2015).

Cost-investments for Entrepreneurship
Investment of Partners	$4,100
Government	$1,500
Other Investors	$1,000
Total Investment	$6,600

This above table is representing the investments required for this current business plan that includes the investments of business partners, government and other investors. The partners will invest $4100 and collaboration with government will help to invest $1500. Other investors will invest $1000 and the total investment will be $6,600.

Break-even Point
Break-even (Monthly Units)	248
Break-even (Monthly Revenue)	$11,712
Assumptions:
Average rate of Revenue  Per-Unit	$47.21
Average Variable Cost Per-Unit	$23.60
Fixed Cost of Month (Estimation)	$5,856

Description of service and product

The monthly unit of break-unit point is 248 which help to generate break-even revenue of $11,712 per month. It has been assumed that, this entrepreneurship business will make average revenue of $47.21 while the possible variable cost will be average $5,856 per unit.

General Assumptions
	1st Year	2nd Year	3rd Year
Month of Planning	1	2	3
Present Rate of Interest	10.00%	10.00%	10.00%
Interest Rate in Long-term	10.00%	10.00%	10.00%
Tax Rate	30.00%	30.00%	30.00%
Other	0	0	0

As per the general assumption, the present interest rate for these entrepreneurs is 10% and currently they have planned to maintain the similar rate if the business will run smoothly. In fact, interest rate will be same in long term business. This calculation has been made assuming a similar tax rate of 30% in coming 3 years.  

Costs of Start-up
Rent	$506
Manufactory mechanism	$1,000
Cost of Collection	$400
Insurance of Business	$500
Marketing cost (Promotion and Advertisement)	$1,900
Process of Recycling	$850
Overheads	$450
Other	$500
Total Cost	$6,106

Pro Forma Cash Flow
	Year 1	Year 2	Year 3
Cash earned from Operations
Cash Sales	$284,200	$369,460	$480,290
Subtotal Cash earned from Operations	$284,200	$369,460	$480,290
Cash Received Additionally
Sales Tax including VAT	$0	$0	$0
Current Borrowing	$0	$0	$0
Other Liabilities (free of interest)	$0	$0	$0
Liabilities Long-term	$0	$0	$0
Current Assets Sales rate	$0	$0	$0
Sales rate of Long-term Assets	$0	$0	$0
Received Investment New	$0	$0	$0
Subtotal of Received Cash	$284,200	$369,460	$480,290
Expenditures	Year 1	Year 2	Year 3
Expenses from Operations
Cash Spending	$44,115	$48,527	$53,379
Bill Payments	$174,454	$248,835	$317,235
Subtotal Spent on Operations	$218,569	$297,361	$370,613
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out	$0	$0	$0
Principal Repayment of Current Borrowing	$0	$0	$0
Other Liabilities Principal Repayment	$0	$0	$0
Long-term Liabilities Principal Repayment	$3,300	$3,300	$3,300
Purchase Other Current Assets	$0	$0	$0
Purchase Long-term Assets	$0	$0	$0
Dividends	$0	$0	$0
Subtotal Cash Spent	$221,869	$300,661	$373,913
Total Cash Flow	$62,331	$68,799	$106,377
Cash Balance	$62,715	$131,514	$237,890

This table is consisting of different purposes of expenses required for this start-up business. It has included the cost factors like manufacturing, marketing, recycling, insurance etc. The total cost has been calculated $6,106. After calculating the different sources of cash along with their expenditures, the total cash flow has been calculated $62,331 in 1^st year, which is expected to be $68,799 and $106,377 in 2^nd and 3^rd year accordingly. This cost-structure has successfully maintained balance between total expenses and investments which increases the potentialities of the entrepreneurs to achieve long-term business goals successfully.

For any start up business, one of the most essential thing which needs to be kept in mind, in order to attract customer and sustain the business is networking. Networking simply means having conversation but it is not that much easy as it sounds. There are several things which are associated with networking which a business owner needs to understand before taking any steps. The first step is to research the event of what the actual product is and its main purpose due to the fact that this is going to help in better positioning of the product while discussing with the customers or clients. Furthermore, the other two important points are identifying the objectives and understanding the value not the skill. The startup business of textile recycling should invest time and money to increase their network as it is going to help them to reach out to a wide range of customers (Gloor et al. 2017).

Moreover, when pitching the product, there are few important things that needs to be kept in mind which attending customers such as sell value not price, show self-assurance, back the product and manufacture the product in such a way that it solves the real issues.

In order to increase sales for a startup business like Textile Recycling, the organization must focus in developing a website where each and every details related to their products is mentioned. The business can also further use magazines to showcase their designs to the customers which ultimately would increase their sales (Bushnell et al. 2015).  

Key resources

The project management is an essential task for any organization and the entrepreneurs must understand the important of this while starting their business. There are four steps which can be used to carry out a project successfully namely vision, plan, execute and wrap. Before starting the project, the business must define its goals because the clearer the goals, the higher the chances of success (Falkner and Hiebl 2015).

However, in order to achieve a goal, there needs to be a plan which simply means breaking down the work according to its importance and thus less difficulty in reaching the mile stone. For executing a plan, a proper team is required who are going to work on the task in hand which is going to help in achieving the goals and objectives of the organziation. The fashion industry is among the most competitive industry around the globe and due to this reason the start business should align their plan and objectives carefully (Kuratko 2016).  

Risk analysis can be explained as the process of identifying and analyzing problems which has the potential to directly impact the business. There are five steps which helps in identification of the risk and the steps are identifying the risk, find who are going to be effected by the associated risk, evaluate the risk and find solutions, keep a tract of the findings and lastly constant reviewing the risk and update the plans whenever necessary.

 Entrepreneurial confrontation with risk is a complex issue as it involves far more than just normal economic risk versus return explanation. There are four types of risk which entrepreneurs face such as financial risk, career risk, family and social risk and psychic risk and these can directly impact the growth and development of the business.

With the advancement in growth and technology, many multinational business organizations in today’s world focus in mainly two types of marketing and this can be also be used by the startup business. The first one is the digital marketing, and this type of marketing involves marketing of products with the help of digital technologies such as search engine optimization, social media marketing, email marketing, viral marketing, affiliate marketing. The startup business of textile recycling can use social media marketing platforms such as Instagram, Facebook and other sites in order to promote their product as most people spend their time online (Holliman and Rowley 2014).

The other form of marketing is content marketing which involves the creation and sharing of material online which helps in stimulating the interest in its products rather than explicitly promoting a brand. Furthermore, this is a strategic marketing approach which can be used by the startup business to create and distribute relevant and valuable content to their defined customers (Baltes 2015).

Partners

Product development can be understood as the concept of taking an idea from the market and then developing the product in such a way that it attracts the required customers based which is targeted. There are five phase which a new product development goes through before being launched in the market and these are idea generation, research and development, testing, analysis and rollout. The startup business must focus in developing the product in such a way that it is unique and stands out from their competitors. Furthermore, the production of the product should be based on the market, which the startup business is targeting (Tukker and Tischner 2017).

Conclusion

This above study has tried to develop a proposal for introducing a business idea, which is trying to make a different initiative in UK’s fashion retail market. CSR policy is major concern of this start-up business as the entrepreneurs have chosen recycling as the key process of gathering their resources. Collecting rigid, old garments that are no more desirable and create new fabric through recycling them is the main strategy of these entrepreneurs. It has been identified that they will strictly target on fashion conscious people in UK but the organization will try to raise awareness about the importance of recycling among common people. It can be concluded from the discussion and calculation of investment and cost structure that the business has huge potentialities to succeed.

Reference:

Journals

Ahmad, A., Wahit, M.S., Farid, M.S. and Kadir, B., 2016. The Effect of Pricing, Market Access and Customer Relationship Management Toward Social Media and Entrepreneurship (SMEs) Growth. Journal Postgraduate, 1(2), pp.1-7.

Bae, T.J., Qian, S., Miao, C. and Fiet, J.O., 2014. The Relationship between Entrepreneurship Education and Entrepreneurial Intentions: A Meta–Analytic Review. Entrepreneurship theory and practice, 38(2), pp.217-254.

Binotto, C. and Payne, A., 2017. The poetics of waste: Contemporary fashion practice in the context of wastefulness. Fashion Practice, 9(1), pp.5-29.

Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. and Siala, H., 2016. A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 69(9), pp.3740-3747.

Haigh, N. and Hoffman, A.J., 2014. The new heretics: Hybrid organizations and the challenges they present to corporate sustainability. Organization & Environment, 27(3), pp.223-241.

Henninger, C.E., Alevizou, P.J., Tan, J., Huang, Q. and Ryding, D., 2017. Consumption strategies and motivations of Chinese consumers: The case of UK sustainable luxury fashion. Journal of Fashion Marketing and Management: An International Journal, 21(3), pp.419-434.

Kant Hvass, K., 2014. Post-retail responsibility of garments–a fashion industry perspective. Journal of Fashion Marketing and Management, 18(4), pp.413-430.

Kohler, T., 2016. Corporate accelerators: Building bridges between corporations and startups. Business Horizons, 59(3), pp.347-357.

Luo, A., Roach, S. and Jiratchot, C., 2015. The effect of the 7Ps of the marketing mix on air freight customer satisfaction and repurchase intention. Journal of Supply Chain Management Research and Practice, 9(2), pp.28-36.

Vojtovi?, S., Navickas, V. and Gruzauskas, V., 2016. Strategy of sustainable competitiveness: methodology of real-time customers'segmentation for retail shops. Journal of Security & Sustainability Issues, 5(4), pp.212-218

Yang, M. and Gabrielsson, P., 2017. Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective. Industrial Marketing Management, 64, pp.147-160.

Falkner, E.M. and Hiebl, M.R., 2015. Risk management in SMEs: a systematic review of available evidence. The Journal of Risk Finance, 16(2), pp.122-144.

Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.

Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.

Books

Fernhaber, S.A., Gilbert, B.A. and McDougall, P.P., 2014. International entrepreneurship and geographic location: an empirical examination of new venture internationalization. In Location of International Business Activities (pp. 94-136). Palgrave Macmillan, London.

Kirzner, I.M., 2015. Competition and entrepreneurship. University of Chicago press.

Lodish, L.M., Morgan, H.L., Archambeau, S. and Babin, J., 2015. Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company. Pearson Education.

Mazzucato, M., 2015. The entrepreneurial state: Debunking public vs. private sector myths (Vol. 1). Anthem Press.

Nijssen, E.J., 2017. Entrepreneurial marketing: an effectual approach. Routledge, Abingdon.

Ross, D.F., 2015. Distribution Planning and control: managing in the era of supply chain management. Springer.

Sinek, S., Mead, D. and Docker, P., 2017. Find your why: A practical guide for discovering purpose for you and your team. Penguin.

Vecchi, A. ed., 2016. Handbook of research on global fashion management and merchandising. IGI Global.

Weinstein, A. and Cahill, D.J., 2014. Lifestyle market segmentation. Routledge.

Gloor, P., Woerner, S., Schoder, D., Fischbach, K. and Colladon, A.F., 2017. Size Does Not Matter–In the Virtual World. Comparing Online Social Networking Behavior with Business Success of Entrepreneurs. International Journal of Entrepreneurial Venturing.

Bushnell, N., Drucker, P.F., Abell, D.F. and Hammond, J.S., 2015. Business Planning and Market Strategy in a Nutshell.

Kuratko, D.F., 2016. Entrepreneurship: Theory, process, and practice. Cengage Learning.

Tukker, A. and Tischner, U. eds., 2017. New business for old Europe: product-service development, competitiveness and sustainability. Routledge.

Websites

Nytimes.com. 2018. Breaking Gender Stereotypes in the Toy Box. [online] Available at: https://www.nytimes.com/2018/02/05/well/family/gender-stereotypes-children-toys.html [Accessed 11 Dec. 2018].