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Industry Overview

Always put the business problem in the larger industry, demographic, economic, political context…

– What external factors influence the business idea?• Demographic change: Population shift that affect changing demand?

• Economic conditions: How do interest rates impact profitability?

• Competition: Are imports of better quality and price?

• Partner organizations: Complimentary goods in the market?

• Barriers to entry: Legal restrictions?

– You can plan everything, but there will always be factors outside of your control• Way to think creatively about a problem…

Just Retired Adventures! Tourism for 45 – 55 year old retirees that seek moderate

adventure

Hans from Germany is going to retire from his company in one year. He wants to start off retirement with a trip to Nepal. He wants an adventure experience with his friends.

Are there adventures experiences that can help just retired foreigners likes Hans get a taste of his youth but in a way his body can handle it?

Product?

Product

Ride through Nepal’s hills on a classic Enfield and rejuvenate yourself!

– Does it fill a gap in the industry?• Different: Driving vs trekking in Nepal

• Execution: Marketing different – Adventure magazines.

• Features: Value added - Insurance. Movie of adventure.

– Value Proposition• Experience to be free and reborn.

• Commodity vs Product

– Impact on: sales, marketing, customer, profitability…

Santhusta Briddha AshramNursing home facility for the elderly

Shyam hajurba is now 80 years old. He is in good health but slowly aging. He is starting to forget things; he takes longer to recover from a cold; he can’t go on a walks alone; and most, because his children live in a different house he is alone on most days.

Shyam hajurba thinks he might be better off in a nursing home where he can interact with others, and get care 24/7. His children also would feel better and willing to pay if there was somebody looking after hajurba.

Target Market?

Target Market Elderly people who need to taken care of…

• How large is your target market?– Age range: 65+

– Location: Urban areas? Areas of high migration?

– Income range: Cost of service Rs. 20,000. What % of savings or income do people spend on healthcare?

– Frequency of care: Sick or just old

• These are ultimately your customers– Your service adds value to them

– They are willing to pay for your service

• Impact on: marketing decisions, service offerings, human resource…

Printed PerfectBusiness printing and office supplies

Vidhan and Abhinab went around Bag Bazaar to print their business cards and a sign-board. After a week they finally got their new cards, but had wasted multiple days running around. They noticed the design and formatting had changed from what they had requested.

They wondered why there wasn’t a website they could upload their designs, made request for other office stationary, and they would all be printed and delivered. Didn’t other businesses face a similar problem and prefer a streamlined solution?

Competition?

CompetitionThe industry is crowded, but the competition

does not provide a web based service and are not reliable on delivery or quality…

• Threats, barriers, weaknesses?– Competitors price, other services like advertising…

– Who is the market leader, and why?

– What does the market like?

• Strengths, opportunities?

– A streamlined web interface

– A talented team of creative professionals

– An untapped customer profile

• Impact on: pricing, marketing, profitability…

Memorable Wedding ServicesWedding planning and management service

Behind the music and laughter, Sita, the bride was working hard to make sure everything went smooth. She does not have an extended family to help her arrange everything. She was frustrated, there was so much to co-ordinate: the priest, the ingredients, the booking, the food, and the costs kept on increasing.

Sita wanted to enjoy her wedding. She would of liked to have hired someone to manage the logistics, and even picked the rituals and ceremonies for the priest to conduct, and most importantly managed the costs.Marketing-

Channel?

Marketing Mix: ChannelPotential brides and grooms visit: matrimonial

sites; and event vendors like catering, party halls…

• How do you communicate with your target market?– Matrimonial sites, facebook, newspapers, catering, photographers,

priest…?

– Cost effectiveness of marketing channel: Cost of customer acquisition

– Is one strategy more scalable than another: Going viral

– What are your customers patterns and preferences – spending, fashion, traditional?

• Impact on: branding, promotions, pricing…

Experience NepalTourism for the Nepali market

Ramesh was watching a discovery channel episode on Trekking in Nepal with his two children. He suddenly realized that his kids hadn’t traveled in Nepal, and they hadn’t traveled together as a family. When he went to the travel agent most of the packages catered to tourist – Everest, Annapurna Circuit and they were expensive.

Ramesh wanted his children to experience Nepal. He wondered why there weren’t tourist agencies and markets catering to the Nepali market at Nepali prices.

Marketing- Pricing?

Marketing Mix: PricingA wholesome family experience at an

affordable price for the Nepali family…

• How much does your customer value the product?– Family travel budget. Cost if customer made tour on their

own

– Placement: luxurious, comfortable, budget…

– Sought after destination? Manakamana Cable Car…

– What does the competition charge?

– What costs do you incur on the travel package: guide, travel gear, co-ordination, transport, seasonality…

• Impact on: product, industry entry, market size,

Ghar ko KhanaLunch order and delivery service

Ishan was trying to decide where to go for lunch. Suddenly, it hit them – he should open an office kitchen. Maybe even deliver to neighboring offices. It will be cheaper and healthier – like afnaighar ko khana. People will love it!

But, would a lunch delivery service work? Ishan, needed a business plan.

Supply, Production & Distribution

Supply, Production & DistributionA supply of fresh and healthy vegetables to produce

and deliver lunches…

• What supplies will you need, and who will provide them? – Who can provide fresh and hygienic vegetables? Are there volume

discounts?

– Can you outsource or contract certain supplies?

– What size should inventory be?

– What risks do you face in case of supply disruptions?

• What factors will affect your production and distribution?

– Method and time: What hours do you need to start cooking?

– How will you manage orders? How can you deliver everywhere at lunchtime?

– What equipment, machinery will you need?

• Impact on: market entry, capital costs, human resources…

Sajilo Marmat ra SafieHousehold maintenance and cleaning services

Arjun just graduated with his MBA and a got job at a reputed bank. He has been working non-stop for the past few weeks to finish a lucrative deal. He hasn’t had time to clean and repair his apartment. He noticed the plumbing was leaking, the electrical wires needed to be changed, and the apartment needed to be cleaned.

Arjun couldn’t find a service that could meet his household cleaning and maintenance needs. Then Arjun thought bigger, didn’t all these new malls and apartment buildings also need maintenance service?

Human Resource?

Human ResourceAn on-call roster of electricians, plumbers,

carpenters, masons, cleaning staff…

• What staff will you need to hire to deliver your service?– How many people will you need to hire? Full time, part time?

– What incentive structure do you give to enlist talent? Salaries, benefits…

– How do you manage the different skill-sets? Hire managers, talent specialists…

– How do you convince staff to support your vision?

• Impact on: delivery, target market, marketing…

Surya Power SystemsPower back-up for load shedding hours

Load shedding is expected to go up to 18 hours this winter. I see that my neighbors have inverters, and some even have solar panels. I also want to get a power back-up system – maybe a solar. Will I save money over time if I install a solar panel? However, I can only afford Rs. 8000 now, but can play slowly over the next year or two.

For a new start-up company, Surya Power Systems, customers like me can be a profitable market. After all, my needs have not been met in the market.

Financial?

FinancialA loan that will allow customers to immediately buy

the solar panel but pay over a period of time…

• How are the components of the business reflected in the financial statements ? – Balance sheet: Assets purchased, and liabilities assumed…

– Income statement: Expected sales, revenues, expenses, profit, loss..

• How will the loan affect cash flow and profitability?– How will the interest rate on the loan affect profitability?

– What will happen if customers can’t meet monthly payments?

– Will more customers sign up because of a financing mechanism?

• Impact on: target market, capital expenditures, marketing…

Factors to Consider • Market Overview

• Product: Just Retired Adventures

• Target Market: Santhusta Briddha Ashram

• Competition: Printed Perfect

• Marketing – Channel: Memorable Wedding Services

• Marketing – Price: Experience Nepal Tours

• Supply Chain: Ghar ko Khana

• Production, Manufacturing, Distribution: Ghar ko Khana

• Human Resource: Sajilo Marmat ra Safie

• Financial: Surya Power Systems

• Other: …

Business Plan Outline

1. Table of Contents

2. Executive Summary

3. Product Overview

4. Industry Overview– Industry trends– Rules & Regulations– Competitive analysis

5. Marketing Strategy– Target Market– Marketing Channel– Pricing Strategy

6. Operational Plan– Supply Chain– Production &

Distribution– Operations– Human resources

7. Financial Plan– Cost Estimates– Cash flow statement– Income statement– Balance sheet

8. Appendix

Contact• Facebook Group: Thames College, Business Plan Workshop

– Presentation material will be posted online.

– Use the group to raise any questions or discussions

– http://www.facebook.com/groups/152784111499141/

• Email Contact:

– vidhan@biruwa.net

– abhinab@biruwa.net

• www.biruwa.net

• www.facebook.com/biruwaventures

• www.twiitwer.com/biruwaventures