1. Hydra Pvt
Ltd.
51 Arenja Corner,
Sector 18 A,
Navi Mumbai.

2. Hydra
Pvt Ltd.

3. Hydras Pvt.
Ltd.
[Type the document
subtitle]
admin

4. Hydras Pvt. Ltd.
51 Arenja Corner,
Sector 18 A,
Navi Mumbai

6. CONTENT
1) Executive Summary
2) Start up Summary
3) Objectives
4) Mission
5) Product
6) Market Analysis
a)Target Market
b) Location
c)Advertisement
d) Market Segmentation
7) Swot Analysis
8) Financial Analysis

7. EXECUTIVE SUMMARY
Hydras Private Limited is a start-up Universal card for Public Transport.
The company is engaged in designing and building of Universal Cards.
Hydras Pvt has recently set up its office at 51 Arenja Corner, Sector 18 A,
Navi Mumbai. The company is dedicated to providing the highest quality
workmanship. Hydras keeps up on all the latest tools and techniques of
the trade to perform the highest quality work possible today.
Our company and employees are dedicated to doing each job right the
first time, and retaining each client as a lifetime customer of our
business. The company is a state chartered corporation in Navi Mumbai
owned by Mr. Kenny Kurian Ajay. The owner has worked for other
companies in the different parts of Mumbai and Bangalore area for the
past 20 years, and is committed to excellence every day.
This new space allows the company retains more work. The office area
is comprised of 5800 square feet. The marketing research and tailored
marketing strategy described in this business plan will result in modest
after-tax profits of in 1 year, quadrupling after-tax profits within three
years. It is estimated that by year 3, revenues will reflect a healthy market
share of the local restoration market.
Within the next twelve months it is the objective of the company to
market to the local area to promote our business in Mumbai and
Bangalore. Our market segment will target people of all ages. After three
years, we plan to expand our business to the Delhi and Kolkatta.
OBJECTIVES:

8.  The prime objective of the company is to create a benchmark in
the Public Transport market within the next twelve months. It is the
focus of the company to market to the metropolitan area to
promote our business.
 Our market segment will be men and women of all ages. After
year two we plan to expand our business to Delhi, Kolkata and
Chennai. Our research indicate that these Metropolitan cities do
not have a lot of competition for our business.
 Substantially increase profitability; we will encourage price-
sensitive jobs to go elsewhere by normalizing the pricing structure.
This will allow for more high-end custom work to be performed for
the less price-sensitive restoration market sector. This pricing will
ensure a quadrupling of net profits during the third year.
 To improve the administrative processes of the company, to allow a
reduction in the owner's involvement in simple administrative tasks
from 50% of his time to 20%, thereby allowing him more time for
sales and marketing tasks.
MISSION:
 Our mission at Hydra is to always perform the highest quality work at
the best price around.

9.  We only employ the most knowledgeable people to work for our
project.
 All of our project technicians go through a rigorous application process
before we hire them. We employ only the best people to do our work.
KEYS TO SUCCESS:
 Maintaining an untarnished reputation in the community.
 Quality care.
 Competitive pricing.
 Making the process as efficient as possible.
 Understanding the risks and rewards.
 Analyzing our competitors.
COMPANY START-UP SUMMARY:
The company founder, Mr. Kenny Kurian Ajay, will manage day-to-day
operations of the business and will work collaboratively with all
employees to ensure that this business venture is a success.

10. It is estimated that the start-up costs will include legal costs, advertising,
and related expenses. An additional amount will be required as start-up
assets, including heavy equipment and cash on hand. The owner's
existing tools comprise a part of the current assets.
COMPANY DESCRIPTION:
Promoters and Staff:
Mr. Kenny Kurian Ajay CEO of the company
Mr. Rohit Naik CFO of the company
Ms. Mrudula Puthran Marketing Head
Mr. Kaushal Dubey CTO of the company
Ms. Nilufer Khan HR Head
Ms. Tina Coutinho SME of the company
15 additional employees

11. PRODUCT:
 Card Construction
This card are built from layers of differing materials, or substrates,
that when brought together properly gives the card a specific life
and functionality.
This card is made from PVC, Polyester or Polycarbonate. The card
layers are printed first and then laminated in a large press. The next
step in construction is the blanking or die cutting.
This is followed by embedding a chip and then adding data to the
card. In all, there may be up to 30 steps in constructing a card.
The total components, including software and plastics, may be as
many as 12 separate items; all this in a unified package that appears
to the user as a simple device.
These are the most common type of smart card. Electrical contacts
located on the outside of the card connect to a card reader when the

12. card is inserted. This connector is bonded to the encapsulated chip in
the card.
MARKET ANALYSIS SUMMARY:
TARGET MARKET:

13. The type of customer who will be interested in the services of Hydra are
predominantly all male and female of all age groups who use public
transport.
CUSTOMER NEED:
 Easy access
 Convenience
 Close attention to detail
 Commitment to quality
 Reduction of time consumption
At Hydra, we believe we have the ability to meet all these demands. The
owner has a long work history in this field, and has extremely high
standards in regards to technical work. The owner and the foreman will
make sure that the employees meet these standards. The owner also
understands that, not only quality work, but the attention and care
bestowed on the customer will result in a good reputation.
LOCATION:
There is a specific geographical location for potential customers. They
are located all over Metro cities. This reputation comes largely from
"word of mouth", i.e. seeing the quality of service that we provide.
ADVERTISING:
Hydra has a modest program of marketing its services include the
following:
 Flyers
 Discounts
 Newspaper and magazines advertisements

14.  Press releases and magazines articles
 Local radio stations
 Website
 Calendars
MARKET SEGMENTATION:
 Train
 Metro
 Bus
MARKET SEGMENT STRATEGY:
Our target market segment strategy includes the use of local radio
and television stations to convey the word about our business. We also
plan on using advertising in publications such as Bright Outdoor
Media and Business magazines. We are not limited to just a couple of
different types of advertising, we also use newspapers, press releases
and magazine articles. Hydras will use every way within it's means to
convey our message to the public.
Our market strategy is to flood the magazines and air waves with our
shop's advertisements, doing radio ads during morning and afternoon
drive times. This is due to the fact that more people listen to the radio
during these time frames, so if you have a really catchy ad during these
times it's probable that you will gain some customers from it.
The magazine publications go out to hundreds of thousands of people
every month, so all we need is to convert a small percentage to sales and
we'll achieve our success. But we don't stop there; we are also joining
the chamber of commerce to network our business.
COMPETITION AND BUYING PATTERNS:

15. The general nature of competition in this business, and how the
customers seem to choose one service over another can be measured by
customer loyalty and positive word of mouth. Customer loyalty
preference comes from developing a trust between the customer and
the business. The customer must truly be made to feel welcome and
cared for. The trust that a customer feels, is based upon the business'
ability to recognize what it takes to please a customer, and then is built
upon by continuously delivering to that customer at, or above, the that
they expect.
MANAGEMENT SUMMARY:
Hydra is currently made up of twenty employees who will put in a
standard 48 hours of work per week, we intend that our business will use
no sub-contractors, and will hire new people as the volume of work
demands.
SWOT ANALYSIS:

16. STRENGTHS:
 One card to offer 3 modes of transportation
 Availability at every station, bus depot and metro station
 High level of card recognition and acceptance
 Lower minimum reloading amount
 Replacement card delivered
WEAKNESS:
 Card not instantly activated
 Not available outside metorpolitian cities
 No sms report
OPPORTUNITIES:
 Introduce of chip and pin card

17.  SMS update on every transaction
 Increase validity
 Offer free replacement card
THREAT :
 Possible entry for new competitor
 Product update by rival

18. Personnel Plan:
All work is produced by our restoration staff and one shop foreman. All
employees put in full 48-hour weeks. Additional technicians will be
added where necessary and in line with success in penetrating the plan's
target market. By the end of March 2014, it is assumed that increased
business volume will require two techs to put in a full 40-hour week. By
the end of June 2014, increased volume will require hiring a
new technicians working a 40 -hour/week, and increasing to 48
hour/week by end of September.

19. FINANCIAL ANALYSIS:
Start-up Requirements
MONTHLY COSTS
Salary of owner-manager 5,00,00000
All other salaries and wages 7,000
Rent 1,000
Advertising 2,000
Delivery expense 400
Supplies 500
Telephone 500
Other utilities 500
Insurance 600
Taxes, including social security 1,000
Interest 500
Maintenance 300
Legal and other professional fees 3,000
Miscellaneous 500
Subtotal $23,800.00
One-Time Costs
Fixtures and Equipment $10,000
Decorating and remodeling 1,000
Installation charges 500
Starting inventory 5,000
Deposits with public utilities 1,000
Legal and other professional fees 500
Computer Network and Office
Licenses and permits 500
Advertising and promotion for opening 500
Cash 750
Other 200
Subtotal $19,950.00
Totals $43,750