Its Detail Business plan Project we make in the course of Entrepreneurship 1 in Iqra University.

1. Sadaqat Ali
Sales Manager
Groceryhome.pk
Karachi
Groceryhome.pk
Business Plan
Prepared: 20-December-2019

2. Contents
Business Plan Summary...................................................................................3
The Business .............................................................................................3
The Market ................................................................................................3
The Future ................................................................................................3
The Finances..............................................................................................4
The Business ...................................................................................................5
Business details..........................................................................................5
Business premises ......................................................................................5
Organisation chart ......................................................................................5
Management & ownership ............................................................................5
Key personnel ............................................................................................6
Products/services .......................................................................................7
Innovation.................................................................................................8
Insurance..................................................................................................8
Risk management .......................................................................................8
Legal considerations....................................................................................9
Operations ................................................................................................9
The Market ....................................................................................................10
Market research ....................................................................................... 10
Market targets ......................................................................................... 10
Environmental/industry analysis .................................................................. 10
Your customers ........................................................................................ 10
S.W.O.T. analysis ..................................................................................... 12
Your competitors ...................................................................................... 13
Advertising & sales ................................................................................... 14
The Future ....................................................................................................16
Vision statement ...................................................................................... 16
Values .................................................................................................... 16
Mission statement ..................................................................................... 16
Goals/objectives....................................................................................... 16
Action plan .............................................................................................. 17
The Finances .................................................................................................18
Key objectives & financial review ................................................................. 18
Assumptions ............................................................................................ 18
Start-up costs for [YEAR] ........................................................................... 19
Balance sheet forecast............................................................................... 20
Profit and loss forecast .............................................................................. 21
Break-even analysis .................................................................................. 22

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Business Plan Summary
The strategy is to build an impressive shopping website that not only takes the order but
also deliver the goods to the doorstep for housewife’s, working women and everybody who
want to avoid the rush of shopping mall, traffic and regular going for the retail shops for
their grocery needs. The marketing of the web site will build around some core values and
offers that the site will propose. We will be competing with our competitors like
“hummart.com and naheed.com” by providing several value added services and achieving
our customer satisfaction.
The Business
Business name: Groceryhome.pk
Business structure: Partnership
Date established: MAY-2020
Business owner(s): Gerald Estrada, Nina Saeed, M Abdullah UR Rehman, Nasir Hussain,
and Sadaqat Ali
Relevant owner experience: All partner have some expertise and experiences i.e M
Abdullah will manage the Finance, Nasir has Marketing Skills, Sadaqat has Sales expertise,
Nina will perform the Operation and coordinate with clients for order mean project
coordinator, and Gerald will lead the all managerial activities in all kind of perspective.
Products/services: The product and services that the firm will offer is the delivery of
Groceries which includes, mainly Wheat Flour, Rice, Households products, Fresh and Naural
products, Dairy, Food staples, Breakfast, Beverages, Bread and bakery, Baking and
cooking, Chocolate and snacks, Desserts, Laundry, candies, bubble gums, and all other
Grocery Products. The demand of these products never ends.
The Market
Target market: Basically our target market is middle class peoples or lower class peoples,
and those people to going found out the this seller is giving basic needs on cheapest price.
Marketing strategy: All sorts of mediums will be used for advertisement, like social
media, Google ads, and personal advertising. Once the customer awareness will be created
the following will be done for customer to gain and build strong position and Provide Bulk
discount, Gifts in high purchasing, Discount coupons, and Member ship card.
The Future
Vision statement: To become the most reliable online store in our community by offering
the most inviting buying environment in the industry while saving our customer time and
money and building our brand to premier status.
Goals/objectives: Short term goal is to successfully enter into online market, to
obtain/gain more customers and to recover the cost. The long term goal is to expand the
product categories to gain a goodwill and to become a good sustainable online store.

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The Finances
In the Initial stage we don’t expect high profit margin, in the 1st year only 10% profit we
make, in future we will intentd to gain atleast 20 to 25% profit. We reserve 200,000 Rs for
the upfront money as it is online superstore we don’t need more. We contribute the funds
between us by 20% each with the 600,000 total startup capital with the inventory of
150,000 Rs inventory of our main products Wheat flour, Rice, Sugar etc.

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The Business
Business details
Products/services:
The product and services that the firm will offer is the delivery of Groceries which includes,
mainly Wheat Flour, Rice, Households products, Fresh and Naural products, Dairy, Food
staples, Breakfast, Beverages, Bread and bakery, Baking and cooking, Chocolate and
snacks, Desserts, Laundry, candies, bubble gums, and all other Grocery Products.
The demand of these products never ends.
Business premises
Business location:
The business is totally online based therefore no space will be yet occupied all the groc eries
will be delivered directly from Our Ware House Located in Gulistan-e-Johar and all other
wholesale markets Such as, Nice supermarket, Imitiaz supermarket, Alpha supermarket,
Naheed supermarket Azeem supermarket, family supermarket, Salma supermarket, CSD
supermarket, Tee-Emm mart located nearest to the order delivery. We will their primary
customers.
Organisation Chart
TEAM LEAD MANAGER
GERALD ESTRADA
MARKETING MANAGER
NASIR HUSSAIN
FINANCE MANAGER
M ABDULLAH UR
REHMAN
PROJECT
COORDINATOR
NINA SAEED
SALES MANAGER
SADAQAT ALI

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Management & ownership
Names of owners:
1. Gerald Estrada
2. Nina Saeed
3. Abdullah UR Rehman
4. Nasir Hussain
5. Sadaqat Ali
Details of management & ownership:
As a business owner we will run the business ourselves. Our involvement is based on the
organization chart. There are 5 Partners in this organization, each partner will get 20% of
the share. There will be a 2 years’ contract that each partner will invest equally amount of
capital and if any partner break the contract will be given 10% of his/her profit with
investment, and timely we renewal of our Contract. All partners have expertise in different
Fields of management like Finance, Marketing, Sales, and other operating skills.
Experience:
All the partners are new to this field, but still all partner have some expertise and
experiences i.e M Abdullah will manage the Finance, Nasir has Marketing Skills, Sadaqat
has Sales expertise, Nina will perform the Operation and coordinate with clients for order
mean project coordinator, and Gerald will lead the all managerial activities in all kind of
perspective.
Key personnel
Current staff
Job Title Name Expected staff
turnover
Skills or strength
Team Lead
Manager and
conveyance
staff
Gerald Estrada 2 years
according to the
contract then
renewal of
contract.
Relevant qualification in
business field Quick
adaption, control of flows,
Market industry knowledge.
Civic mindedness,
leadership.
Finance
manager and
conveyance
staff
M Abdullah Ur
Rehman
2 years
according to the
contract then
renewal of
contract.
Relevant education in
finance,
Excellent problem-solving,
analytical, technical, IT and
numerical abilities are
crucial.
Marketing
manager and
conveyance
staff
Nasir Husain 2 years
according to the
contract then
renewal of
contract.
Relevant marketing
qualification. Good
organization and planning
skills, communication skills
creativity and writing skills
commercial awareness.

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Project
coordintor
Nina Saeed 2 years
according to the
contract then
renewal of
contract.
Education in management.
Decision making,
motivation, team work,
delegation, problem solving.
Sales officer Sadaqat Ali 2 years
according to the
contract then
renewal of
contract.
Advertise and Promote
Grocery Products, Create
Offers for Customers,
Planning for future sales,
analyze Market situation.
Required staff:
Job Title Quantity Expected
Turnover
Skills necessary Date
Required
Delivery
boys
2 1-3 Years Driving Skills, Good
Directional skills, time
management, toleration
skills, politeness.
Within a
2 Year
Recruitment options
Through word of mouth and online sites, and hired based on their skills and experienc e
related to job description and specification.
Skill retention strategies
Time management would be tested by giving delivery time to the drivers, calculation skills.
The responsibilities communicated to staff is by giving them their job description.
Feedbacks will be implemented to ensure that the skills are still meting the requirement.
Products/services
Product/Service Description Price
Wheat (AATA) We buy aata from farmer, Aata Chakki
wala, 100% whole wheat aata with all its
natural fiber, vitamins, and minerals.
Chakki 50/kg
Rice We provide, Sella, basmati, dota, all
natural and original extra-long rice with
different
Dota 110/kg, Sella
158/kg, Basmati
148/kg.
Other Grocery All consumer goods such as, oil, tea,
beverage, household items, i.e Arial,
Detergents, etc. and all other grocery
items.
Different prices

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Market position: In the online Super Store Market we Provide the platform where,
Customer can easily buy product online. We initialy started on very low budget which
600,000 Rs Startup Capital. Our Compititor are large in size and their sales and working
capital is higher then us, but we will grow in future.
Unique selling position: We will be giving to our first 200 customer’s free voucher of
500 to shop for free and for frequently user we will generate a loyalty card of up to 20%
discount.
Anticipated demand: It depends on the individual customer how much quantity will they
purchase.
Pricing strategy: Discount pricing strategy, loyalty pricing strategy. This strategy attracts
the customer quickly.
Value to customer: Customers will visit our site and application. The products and
services are based on necessity.
Growth potential: In upcoming 2 years an expectation of 5 to 10% of growth of the
product.
Innovation
Research & development (R&D)/innovation activities
Each individual customer will be nominating for the lucky draw in the end of an occasion
such as Ramadan, Christmas Etc.
Intellectual property strategy
Yet there is no trade mark but as soon as the business will expand and all the formal
procedures will be applied.
Insurance
Product liability: This kind of insurance will be applied to our firm in any case of expiry
of product will be refund to the company.
Risk management
Risk Likelihood Impact Strategy
Financial risk as we are
investing our own money
Likely medium Improvement your current
marketing and sales
strategy, Implement some
cash flow forecasting
strategies.
Product Return Likely Low We make Product return
policies and refund
procedure.

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Legal considerations
• Records of payment and delivery
• To make sure that the customer gets what they order
• Feedbacks
• Payment made by cash
Operations
Suppliers
The main suppliers are Nice supermarket, Imitiaz supermarket, Alpha supermarket,
Naheed supermarket Azeem supermarket, family supermarket, Salma supermarket, CSD
supermarket, Tee-Emm mart. They will provide us the groceries product and maintain a
loyalty with them hence makes a better relationship.
Plant & equipment
Equipment Purchase date Purchase
price
Running
cost
Laptops 18/06/2020. Rs.20000 Rs.200 a
month
Billing Machine 1/01/2020 Rs.5000 100 a
month
Printer 1/01/2020 Rs.7000 500 a
quator
Inventory
Inventory item Unit price Quantity in
stock
Total cost
Flour 48 120kg Rs.5760
Sugar 50 120kg Rs.6000
Rice 100 120kg Rs.12000
Flour 48 120kg Rs.5760
Technology (Software): We acquire an online website, and Pafes on different Social
media network. The main purpose is to reach the potential customer and to make them
ease to order.
Trading hours: it will be available for 24/7 for Customer they can place order in any time.
For office work our trading hours are from 9AM to 11PM where we can place and deliuver
order on time.
Communication channels: Customer will use social media and telephone channels,
where they can place order, take information, and provide feed back.

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Payment types accepted: payments are only to made in cash, with the mode of cash on
delivery of product. Later on we will accept credit/debit cards.
Warranties & refunds: The refund policy is applied in case when the product is damaged,
misplace product and out of date.
Quality control: Quality will be control by the managers of the firm. We Directly Buy the
our main Product i.e Wheat Flour, Rice, and Sugar direct from farmers and produc ers then
process them to finished goods and other grocery products are purchased from nearer
Superstores.
The Market
Market research
Yes, Our team went to take a survey or research on the physicals stores or online stores,
after survey our team is realise that every store take higher price on basic needs and also
don't give any subsidy.
Market targets
Basically our target market is middle class peoples or lower class peoples, and those people
to going found out the this seller is giving basic needs on cheapest price.
Environmental/industry analysis
After the analysis of market research the results that our business, online super store can
solve market issues and due to the economical disaster and increase population growth
the price is going upward and we provide the solution that we give the product at
reasonable prices.
Initially we have targeted the Karachi market then we will go further spend our business
on other cities in Pakistan. In modern world we are surrounded by technology we provide
the online super store trend the market. Which is already growing in Pakistan and there is
growth potential in this kind of business and we provide the platform to the customer
where they can buy the products online.
Your customers
Customer demographics
Our target is those people are known about how to use smart phones, and job persons and
mostly jobs women or house wife, those people are not going physical market etc.
Key customers
Key customer is jobs women, house wife because ladies don’t have time to going or
purchase grocery or basic needs and most important those customer are purchases on
cheapest price.

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Customer management
Basically we would to like provide quality of products, or give a discount on bulk purchases;
gift hampers and give free delivery based on order how much are big.

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S.W.O.T. analysis
Strengths Weaknesses
 Quality of products.
 Price is reasonable.
 Availability of all products.
 Ensures hygienic product supply.
 Don’t have big platform.
 Don’t have many resources.
 Target market is low because we are new in market.
 Our competitor has more resources.
Opportunities Threats
 Free delivery
 Increasing demand
 Profit margin will be good
 Online platform will be beneficial of us.
 Local retailer threats for us.
 Economic environment.
 Multiple online stores.
 Failure of product.

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Your competitors
 We provide fewer prices with better quality because we develop a relationship with direct farmers and producers.
 We provide 24 hours online support to the customer with the help of Whatsapp and Messenger.
 We provide on discount on customize deals.
Competitor details
Competitor Established
date
Size Market
share (%)
Value to
customers
Strengths Weaknesses
Hummart.com 20 april-2018 [80-120] [20%] home delivery,
packaging, every
kind consumer
items
Marketing awareness,
same day delivery.
Many alternatives are
exists.
QnE.com 2015 [51-200
employees]
[15%] Quick service,
Multiple
packages,
products etc.
Online Groceries, Cash
on Delivery, E-
commerce, Foods
Distribution,
Warehousing.
High price charges,
Dent give subsidy on
Basic needs.
Keryana.com 2016 [51-120] [10%] Bakery items,
quality, Same
day service?
Two hours delivery, all
types of product,
groceries, bakery items,
other items.
High price, third party
involvement.
Jumbo.com Jan 02-2015 [11-50] [8%] Give all type of
products,
cosmetic, basic
needs, after 24
delivery
Give multiple packages
on basic needs.
High Price, Not give
Different with other.
Naheed.om Dec 10-2018 [50-150] [10%] Delivery with 24
hours, give
quality of
products,
online store, physical
stores with available of
all products
High price charge.

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Advertising & sales
Advertising & promotional strategy
Planned promotion /advertising
type
Expected business improvement Cost Target date
online advertising / Social network It will increase sale by 20%, Increase Customer awareness. 15000 [Yearly]
Mail-out Through mail out we target the business people to get the
yearly packages for their employees.
5000 [Yearly]
Sale Promotion We can improve our self in short term by giving some discount
of customer.
10000 [Yearly]
Sales & marketing objectives
Marketing manager or sales manager will set sale objectives, we set advertising cost for the year is 25000 to promote our business and
create awareness to the actual byers.
 We use three different kinds of sale technics that is online advertising-social network, mail out, discount sale promotion.
 We use our official website and different kind of social media network to sell our product. In the first year we set the target of sales
is 1.5 million with lowest profit, afterward we at least 20 to 25% profit margin along with the lowest cost.
Unique selling position
 We buy natural or pure wheat, rice and sugar directed from farmers and sell it on the below price then other.
 We provide customize deal discount to the customer as compare to the competitors.
 First 50 customer can get PRs=400 free voucher to purchase any product.
 We give loyalty card to the frequent buyer. We also provide in occasionally events for five families can get whole monthly
packages.The Future

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Sales & distribution channels
Channel type Products/services Percentage of
sales (%)
Advantages Disadvantages
Internet Website Grocery Products 60% Easily Access to the Customers,
Place Order online,
Non Internet user can’t Access,
Server down from hosting
company,
Direct mail Grocery Product 10% We can target corporate and
business people, lead class
Non Active user, Non relevant
person
Social Media Grocery Products /
Consumer Products.
30% Directly hit the user of
Facebook, Instagram, whatsapp
and other social media platform.
Because everyone using these
social medias.
Irrelevant target market,
irrelevant data provided, and
None value Questions, Waste
of time.

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The Future
Vision statement
To become the most reliable online store in our community by offering the most inviting buying environment in the industry w hile saving
our customer time and money and building our brand to premier status.
Values:
Teamwork – meeting our challenges and opportunities as one team, focused on common goals.
Respect – treating our colleagues, customers, suppliers, and vendors with respect and dignity.
Excellence – striving for excellence and working to improve every day.
Accountability – holding ourselves accountable for delivering results and always doing the right thing.
Passion – offering our customers the best shopping experience by exceeding their expectations.
Mission statement
To deliver an exceptional shopping experience by offering the best service, value, quality, and freshest products while being good stewards
of our environment and giving back to the communities we serve.
Goals/objectives
Short term goal is to successfully enter into online market, to obtain/gain more customers and to recover the cost. The long term goal is to
expand the product categories to gain a goodwill and to become a good sustainable online store.

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Action plan
Milestone Date of expected
completion
Person responsible
Hitting 500 new customers per quarter
4
12
From the date of
launching/opening till
the end of every
quarter of the year.
Marketing manager
Sales target completion of 100,000 per quarter and will increase according
business expansion.
From the date of
launching/opening till
the end of every
quarter of the year.
Marketing and sales manager
Cost Cutting in Price of Products. After 1st year when we
get target market
awareness we will
work on cost cutting
Finance Manager

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The Finances
Key objectives & financial review
Financial objectives
In Financial objectives the targets of an organization that can be expressed in monetary terms. The term implies goals that directly
impact a firm's financial statements such as income statement or balance sheet. These are some common types of financial objective.
 Our First Objective is to provide natural and Pure Products to the customer at minimum price below then a market price.
 In the First year We have to achieve sales 1.5 Million Rs with minimum Profit to gain Target market, after ward we atleast 20% to
25% profit margin along with the lowest cost.
 Our pricing strategy is Value based pricing and Cost plus Pricing where, we added a very little markup and customer based pricing
of products.
 Our main cost cutting startegies are buying original product with the producer i.e Farmers, industries etc
 We have to break even our Startup cost within 2 years to develop our awareness in the market for Finacialy Stable to expand our
business.
Finance required
As a Finance perspective atleast we need 200,000 Rs for the upfront Money for Online Super Store. In the initial stage we started
the partnership organization where all the partners manages the corporate, and our startup capital in 600,000 with the reference to 120,000
each partner invest, Online Superstore startup cost is 345,000 with no little liabilities. There is no other employees then partners so in the
first year we have to manages all the operations that may reduce our cost.
Assumptions
The financial tables on the subsequent pages are based on the assumptions listed below:

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Start-up costs for 2019
START-UP COSTS Cost (RS) EQUIPMENT/CAPITAL COSTS Cost ($)
Registrations Business purchase price PKR 0
Business name PKR 0.00 Franchise fees PKR 0
Licences PKR 0.00 Start-up capital PKR 588,000
Permits PKR 0.00 Plant & equipment
Domain names PKR 4,000.00 Vehicles PKR 0
Website designing PKR 60,000.00 Computer equipment PKR 0
Web Hosting PKR 40,000.00 Printer PKR 7,000
Vehicle registration PKR 0.00 Computer software PKR 0
More… PKR 0.00 Phones PKR 0
Membership fees PKR 0.00 Fax machine PKR 0
Accountant fees PKR 0.00 billing machine PKR 5,000
Solicitor fees PKR 0.00 Security system PKR 0
Rental lease cost (Rent advance/deposit) PKR 0.00 Office equipment
Utility connections & bonds (Electricity, gas, water) PKR 0.00 Furniture PKR 0
Phone connection PKR 5,000.00 Shop fitout PKR 0
Internet connection PKR 2,000.00 More… PKR 0
Transportaion Charges PKR 5,000.00
Wages PKR 10,000.00
Stock/raw materials PKR 200,000.00
Insurance PKR 0.00
Building & contents PKR 0.00
Vehicle PKR 0.00
Public liability PKR 0.00
Professional indemnity PKR 0.00
Product liability PKR 0.00
Workers compensation PKR 0.00
Business assets PKR 0.00
Business revenue PKR 0.00
Printing PKR 0.00
Stationery & office supplies PKR 5,000.00
Marketing & advertising PKR 25,000.00
More… PKR 0.00
Total start-up costs PKR 356,000.00 Total equipment/capital costs PKR 600,000

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Balance sheet forecast
BALANCE SHEET FORECAST [Year 1] [Year 2] [Year 3]
Current assets
Cash PKR 180,000 PKR 220,000 PKR 200,000
Petty cash PKR 6,000 PKR 15,000 PKR 4,000
Inventory PKR 144,000 PKR 250,000 PKR 360,000
Pre-paid expenses PKR 0 PKR 40,000 PKR 75,000
Fixed assets
Leasehold PKR 0 PKR 0 PKR 0
Property & land PKR 0 PKR 0 PKR 0
Renovations/improvements PKR 5,000 PKR 25,000 PKR 35,000
Furniture & fitout PKR 0 PKR 50,000 PKR 6,000
Vehicles PKR 0 PKR 30,000 PKR 60,000
Equipment/tools PKR 12,000 PKR 16,000 PKR 25,000
Computer equipment PKR 0 PKR 16,000 PKR 45,000
More… PKR 0 PKR 60,000 PKR 32,000
Total assets PKR 347,000 PKR 722,000 PKR 842,000
Current/short-term liabilities
Credit cards payable PKR 0 PKR 0 PKR 0
Accounts payable PKR 30,000 PKR 75,000 PKR 160,000
Interest payable PKR 0 PKR 0 PKR 0
Accrued wages PKR 0 PKR 45,000 PKR 70,000
Income tax PKR 5,000 PKR 22,000 PKR 35,000
More… PKR 0 PKR 0 PKR 0
Long-term liabilities
Loans PKR 0 PKR 0 PKR 0
More… PKR 0 PKR 150,000 PKR 55,000
Total liabilities PKR 35,000 PKR 292,000 PKR 320,000
NET ASSETS PKR 312,000 PKR 430,000 PKR 522,000

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Profit and loss forecast
PROFIT & LOSS FORECAST [Year 1] [Year 2] [Year 3]
Sales PKR 1,500,000 PKR 2,500,000 PKR 3,800,000
less cost of goods sold PKR 1,100,000 PKR 1,300,000 PKR 1,950,000
More… PKR 0
Gross profit/net sales PKR 400,000 PKR 1,200,000 PKR 1,850,000
Expenses
Accountant fees PKR 0 PKR 0 PKR 0
Advertising & marketing PKR 50,000 PKR 60,000 PKR 20,000
Bank fees & charges PKR 5,000 PKR 7,000 PKR 8,000
Bank interest PKR 0 PKR 0 PKR 0
Credit card fees PKR 0 PKR 0 PKR 0
Utilities (electricity, gas, water) PKR 0 PKR 25,000 PKR 35,000
Telephone PKR 8,000 PKR 10,000 PKR 12,000
Transportation Expanse PKR 50,000 PKR 70,000 PKR 80,000
Rent & rates PKR 0 PKR 120,000 PKR 150,000
Motor vehicle Fuel expenses PKR 30,000 PKR 33,500 PKR 45,000
Repairs & maintenance PKR 18,000 PKR 25,000 PKR 15,000
Stationery & printing PKR 12,000 PKR 6,800 PKR 9,000
Insurance PKR 0 PKR 0 PKR 0
Superannuation PKR 0 PKR 0 PKR 0
Income tax PKR 40,000 PKR 96,000 PKR 185,000
Wages (including PAYG) PKR 19,000 PKR 40,000 PKR 55,000
More… PKR 0
Total expenses PKR 232,000 PKR 493,300 PKR 614,000
NET PROFIT PKR 168,000 PKR 706,700 PKR 1,236,000

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Break-even analysis
Timeframe (e.g. monthly/yearly) Yearly
Average price of each product/service sold PKR 100
Average cost of each product/service to make/deliver PKR 80
Fixed costs for the month/year PKR 446,433
Percentage of price that is profit 20%
Total sales needed to break-even PKR 2,232,165
Number of units sold needed to break-even PKR 22,322
BREAK-EVEN CALCULATOR

23. [Business Name] Business Plan [YEAR]
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