MGT-368-Final - Final Project PDF

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Warning: TT: undefined function: 32nullCourse Name: MGT 368Section: 02Business NameDHAMAKA OffersSubmitted to:Dr. Farzana NahidAssistant ProfessorDepartment of Marketing and International BusinessNorth South UniversitySubmitted By:Name IDDeepan Biswas 1530081630Shoumeek Acharja 1530896030Md. Mohaimi...

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Course Name: MGT 368 Section: 02 Business Name

DHAMAKA Offers Submitted to: Dr. Farzana Nahid Assistant Professor Department of Marketing and International Business North South University

Submitted By: Name

ID

Deepan Biswas

1530081630

Shoumeek Acharja

1530896030

Md. Mohaiminul Islam

1612770030

Humam Tasmin

1521091630

Tasmim Mizan Lia

1512965030

Date: 9th December, 2018

December 9, 2018 Dr. Farzana Nahid Assistant Professor Department of Marketing and International Business, North South University

Subject: Submission of Business Plan on “DHAMAKA Offers”

Dear Mam, We are pleased to present you the final term report on the business plan of our app based start-up ‘DHAMAKA Offers’. For presenting this report, we have tried our very best to include all relevant information and necessary plans to make the business plan more informative and attractive. We have gained a remarkable experience practically which will guide us in future to apply our knowledge if any business opportunity arises. It was a very enriching and exciting experience for us to complete this report. We have applied our course learnings and contents to complete this report which enabled our skill to adapt in the real market situation. If you have any kind of questions or comments regarding the interpretation of this report, feel free to ask for any clarification. It would be our pleasure to answer your enquiries. We hope this paper can fulfill the purpose according to the provided guidelines which it was meant for. Thank you for believing in us and giving us this wonderful opportunity to work in such an exciting project.

Sincerely, Deepan Biswas On behalf of ‘DHAMAKA Offers’’

Executive Summary DHAMAKA offers is an App based service which basically focuses on promoting offers and discounts of different shops, restaurants, show-rooms, parlours etc. It is a wholly new service in the perspective of Bangladesh. Till now, no other organization or business in Bangladesh is providing a service like this. DHAMAKA offers will be a LLC type business with 5 members. The primary service of DHAMAKA offers will be promoting offers and discounts of different shops and restaurants. But, it will provide some other services as well like giving information about the product that is offered at a discounted price, providing app user’s review about the product. The revenue generation process of our business is comprised of two sources. Our primary source will be the shops and restaurant owners whose offers will be promoted through our app. Also we will generate profit from affiliate marketing which will be our secondary source of revenue generation. People will be able to download the App from Google Play Store and Apple App Store free. They will be provided with reward points on the basis of their usage of the App. They will be able to redeem new offers using those reward points. We will have some strengths and opportunities like first moving advantage, leading the industry etc. But, on the contrary, we will have risks and threats like market uncertainty, demand uncertainty, difficulties in raising fund etc. We will promote our service via social media (Facebook, YouTube, Instagram etc.) and mobile marketing etc. The organogram of our organization will primarily comprise CEO, CFO, CMO, COO, and CHRO. These positions will be taken by the 5 partners of or business. Initial capital of our business will 2,085,000 BDT out of which, 1,000,000 BDT will be partners equity. So, approximately 50% of the initial capital will be raised by the 5 partners of the business. Each partner will contribute 2 lacs taka to the business. Rest of the amount (approximately 1,085,000 BDT) will be raised by taking loans from banks and creditors. According to our pro-forma income statement, we expect to start making profit from the 3rd year of our business. Though, if we become successful in promoting our service and manage to get more subscribers then will expect to generate profit more quickly. Overall, we expect that DHAMAKA Offers will ace the market because of its uniqueness and being a useful app for the food and shopping lover customers.

Table of Contents 1. Introduction............................................................................................................................... 1 Name and Address of the Business:................................................................................................ 2 Name(s) and Address(s) of the Principal(s): .................................................................................. 2 Nature of the Business ................................................................................................................... 3 Statement of Financing Need ......................................................................................................... 4 Statement of Confidentiality of the report ..................................................................................... 4 2. Business Model..........................................................................................................................5 Business Model Canvas ................................................................................................................. 5 Pricing Model…………………………………………………………………………………….. 8 Social Goal ..................................................................................................................................... 9 Sustainability .................................................................................................................................. 9 Eco-friendly…………………………………………………………………………………….. 10 Ethical .......................................................................................................................................... 10 3. Business Environment Analysis .............................................................................................11 Future Outlook & Trends ..............................................................................................................11 PESTEL Analysis .........................................................................................................................12 Porter’s Five Forces ..................................................................................................................... 15 SWOT Analysis............................................................................................................................ 17 Stake Holders Analysis ................................................................................................................ 19 Forecasts ...................................................................................................................................... 22 Industry Forecast .......................................................................................................................... 22 Market Forecast ........................................................................................................................... 22 4. Description of ventures: ........................................................................................................ 23 Mission.......................................................................................................................................... 23 Vision............................................................................................................................................ 23 Service: ........................................................................................................................................ 24 Size of Business............................................................................................................................ 24 Office Equipment ......................................................................................................................... 25 Background of Entrepreneurs: ..................................................................................................... 25

5.Marketing Plan ........................................................................................................................ 28 Customer Analysis ....................................................................................................................... 28 Product or Service ........................................................................................................................ 30 Pricing........................................................................................................................................... 31 Distribution Plan: ......................................................................................................................... 32 Advertising and Promotion Plan .................................................................................................. 33 Customer Service Policy .............................................................................................................. 34 6. Service Delivery Model Plan ..................................................................................................35 Machinery & Equipment………………………………………………………………………....35 Marketing Mix(7Ps)……………………………………………………………………………...35 7. Operation Plan ....................................................................................................................... 38 Description of Company’s Operation .......................................................................................... 38 Flow Chart ………………………………………………………………………………………39 Action Plan: ................................................................................................................................. 40 Technology Utilization ................................................................................................................ 41 8. Organizational Plan ………………………………………………………..……………….42 Form of Ownership…………………………………………………………………………..…. 42 Identification of Partners or Principal Shareholders……………………………………….…….42 Members of the Board of Directors………………………………………………………....…...42 Authority of Principals……………………………………………………………………….….44 Roles & Responsibilities of Member’s Organization………………………………...……….…45 9. Human Resources Management Plan ………………………………………………...……49 Organogram Structure……………………………………………………………………....……49 Key Employees…………………………………………………………………………………..51 The Management Team Background………………………………………………………….....51 HR Policies & Procedures…………………………………………………………………...…..52 10 .Risk Management Plan………………………………………………………………..……56 Risk Associated with Business……………………………………………………..……………56 Contingency & Mitigation Plan…………………………………………………………...……..57

11. Financial Plan …………………………………………………...……………………..…59 Assumptions……………………………………………………………………………………59 Subscription Forecast…………………………………………………………………………..60 Cost of Sales…………………………………………………………………………………....60 Expenses………………………………………………………………………………………..61 Pro-forma Income Statement…………………………………………………………………...62 Pro-forma Balance Sheet……………………………………………………………………….63 Pro-forma Cash Flow Projections………………………………………………………………64 Break Even Analysis……………………………………………………………………………65 Ratio Analysis…………………………………………………………………………………..66 12. Appendix ……………………………………………………………………………….….71 Letters to Investors……………………………………………………………………………...71 Findings of the Market Research……………………………………………………………….72 Reference……………………………………………………………………………………….75

1. Introduction The people of Bangladesh are so conscious about their lifestyle and when it comes to shopping, they become more concerned about their products or personal needs. But people are also busy in their life and they don’t easily get time to do shopping, even if they do, they don’t get enough idea or knowledge before buying a product due to lack of time. And at the same time people of Bangladesh are very much attracted to different discount offers of products whether it’s food or any other products. When different offers appear, people tend to remember these offers and in their free time they try to satisfy their needs from those offers. However, due to busy daily life, people may not be aware of them and even if they find the offers, people don’t always remember these things and often forget when and where these offers are currently available. Also they have to go into much hassle to find and determine suitable offers. So, we are thinking of starting a business based on an app in which people can see the available offers of the products in a single place which will be convenient for the people with less time consuming and it will also make their life easier. Our business will be an online business where we will be collaboration with different shops to promote their available offers. The name of our business is DHAMAKA Offers. DHAMAKA Offers app would be an online app based company which people can use via their smart phone or computers. DHAMAKA app would be an online marketplace working as in intermediary that connects consumers with coupons. discount offers, coupon codes, special offers from the retail shops and brands. Our app will be available on the IOS and Android platforms. This app would have different kind of sections for different products, for example, restaurants, clothing. shoes, retail store, make-up accessories, furniture and other kind of products. Customers will have flexibility to choose between foreign or local brands offers, and can buy products/ services according to their preferences and price range. So basically our service will be very convenient because it will have many options available for our customers to be a simple web friendly app. Initially we will start this service in Dhaka and after that we have plans to serve all over the country such as; Chattaogram, Sylhet, Rajshahi etc. in future. Therefore; we will try to locate our head office near the corporate area to make it more convenient for the customers and also we will start a quick response call service for the customers if they face any kind of problems regarding the app services.

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1.A Name and address of the business Name of the business: DHAMAKA Offers Corporate Head office: Gulshan 2, Dhaka.

1.B Name (s) and Address (s) of the principal (s)

1.

Deepan Biswas Founder and CEO of DHAMAKA Offers Address: House#373, Senpara, Mirpur-10, Dhaka 1216. Email: [email protected] Phone Number: 01684880670

2.

Humam Tasmin Chief Marketing Officer Address: House #31, Road #1, Mohammadia Housing Limited, Mohammadpur, Dhaka -1207 Email: [email protected] Phone number: 01686715794

3.

Md. Mohaiminul Islam Head of Operations Address: House: 55, Road: 4/2, Block: C, Eastern Housing Project, South Banasree, Dhaka. Email: [email protected] Phone number: 01675515668

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4.

Tasmim Mizan Lia Head of Human Resource Management Address: 10/29 Raziasultana Road, Mohammadpur, Dhaka. Email: [email protected] Phone Number: 01672314076

5.

Shoumeek Acharja Chief Finance Officer & Co-founder Address: 13/7/ka, Shyamoli 2 no. road, Dhaka-1207 Email: [email protected] Phone number: 01733933672

1. C Nature of the Business: Type: Partnership Industry: DHAMAKA Offers The business is going to be a partnership business with 5 partners. The name of the partners and their respective designation were mentioned earlier in the report. All the partners will invest equally in the business. Initially we need external funds and also we need investors for our business. Furthermore each member will hold 20% of equity. Every partner will have equal rights in the business and their decision will be based on their designation. However, before any major decision, all partners need to come to an agreement before initiating the idea. Moreover all liabilities and profits will be divided equally on the partners of the business.

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1.D Statement of Financing need Initially we would like to start of our business at the cost of BDT 20,00,000. We are mainly relying on the bank loans and investors and the rest will be managed by us. From the 1 million BDT, we will be contributing 10% each of the total capital. And the rest of the capital will be acquired through bank loan and family funds. At the beginning we will be starting from Dhaka city and after that we have plan to expand our business to other cities like; Chattogram, Sylhet, Rajshahi etc. Each partner will hold 20% of the ownership in the business.

1.E Statement of Confidentiality of the Report This accord is to recognize that the information provided by “DHAMAKA Offers” in this business plan is completely confidential and therefore the reader of the business need to assure that no matter what circumstance, any kind of information in the business plan won’t be disclosed without the written consent of BOD of “DHAMAKA Offers”. It is likewise recognized by the reader that the data to be outfitted in this plan for the business is in all angles private in nature, except for the data which can be found by other public means and any disclosure of these sensitive information can cause great damage to the business. Deepan Biswas ……………………….. Shoumeek Acharja ………………………… Md. Mohaiminul Islam ………………………… Tasmim Mizan Lia …………………………. Humam Tasmin …………………………… 4|Page

2. Business Model 2.A Business Model Canvas Key Partners i.

Restaurants & shops

Key Activities i.

Promoting offers and discounts

ii. Banks and creditors

ii. Providing information of product

iii. R&D engineers

iii. Providing product review

iv. App users

iv. Providing reward points to app users

Value Proposition The value proposition of our service is to promote the offers of different restaurants and shops to the customers so that the customers remain aware of any offer or discount by and far. Our service will attract the customers because of its ability to provide convenience to the shoppers or food lovers by letting them know about the offers. Customer Relationship i.

Providing reward points

ii. Maintaining separate database

Key Resources office floors, equipment, supplies, APP, APP server, loan, Facebook page, website

iii. Maintaining own website iv. Taking customer feedback Channels i.

Customer segmentation

Websites

i.

ii. Google Play Store and Apple App

ii. Demographic: 15-50 years, upper

Store

and upper middle class.

iii. Social media (Facebook, YouTube, Instagram, Snapchat etc.)

Cost Structure R&D costs, Office floor cost, Office equipment cost, Marketing cost, salary, finance cost, legal cost

Geographic: Dhaka (initially)

iii. Psychographic: introvert, extrovert Behavioural:

Revenue Structure i.

Revenue from promoting offers (from shop and restaurant owners)

ii. Revenue from affiliate marketing

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Key Partners i.

Subscribers (Hotels, Restaurants, Shops etc.)

ii.

Customers (App users)

iii.

R&D engineers who will develop the app

iv.

Banks

v.

Creditors (Financial institutions, Insurance Companies)

vi.

Distributors

vii.

Governments and Bureaucrats

viii.

Agents

Key Activities i.

Promoting offers and discounts of different restaurants, super shops, clothing stores

ii.

Providing necessary information characteristics for those products which are being offered at a discounted price

iii.

Providing reviews of foods and products of different restaurants and shops

iv.
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