Business Plan to provide cost effective cloud storage services from efficient e-waste management through a technological blend of the two services

1. BUSINESS PLAN
SARAL®
Team Members
Akshay Kalkar
Anant Damle
Lovey Dashottar
Rajas Abhyankar
Swati Dogra
Cloud-E
Inspiration
When the cloud can
nurture the
environment, why
should the Internet
cloud be any
different?

2. Company Overview
A
G
E
N
D
A
Need Analysis
Business Proposition
Technology
Market Analysis
Competition analysis
Segmentation Targeting Positioning
Strategy and Implementation Plan
Growth Plan and Financials
Risk analysis and Mitigation

3. COMPANY OVERVIEW
SARAL®
5 passionate entrepreneurs
Swati Dogra
VP,
Strategy
Akshay Kalkar
VP, Operations
Rajas
Abhyankar
CEO
Anant Damle
CFO & CIO
Lovey
Dashottar
VP, Marketing
Cloud-E
Cloud Storage
e-Waste
Services
distriCloud™
technology
• Secure & Scalable

4. MISSION AND VISION
MISSION: To provide cost effective cloud storage services and
efficient e-waste management while creating a technological
blend of the two services
VISION: To be in the top 5 cloud storage service provider in
India by 2020
BUSINESS OBJECTIVES
Cloud storage services: To be a cloud storage provider primarily
for SMEs
E-waste management: To provide e-waste management
options for large business houses with the option of subscribing
to our cloud services at discounted costs

5. NEED ANALYSIS
Need for the two services that we are providing
• Disposing PC waste in an innovative way is the need of the hour
• The government subsidizes the products which plan to handle the E-waste
• With a large number of SMEs rising up in the past few years, the need for
”affordable” cloud solutions is an imperative.

6. SERVICE OFFERINGS
Cloud Storage
Services
• Attractively priced storage
• Discounts to customers
providing e-Waste
e-Waste Management
• Buy e-Waste and refurbish
computer systems to use
in our datacentres
• Trade in BEE

7. SERVICE OFFERINGS
Revenues
Costs
E-waste
logistics
Warehouse
Selling BEE
certificates
SMEs seeking
inexpensive
cloud services
Selling cloud
services
Refurbishing
Plant
Setup in data
centers in
T2/T3 cities
distriCloud technology

8. distriCloud™
Redundant
Nodes
High Speed
Multi-Streaming
Build-in
Disaster
Recovery

9. Market Needs
Cloud
Market Analysis
Secure
backups
Reduce
On-Premise
Storage
Unlimited
capacity
required
Need for Cloud
Storage Solution
Thin
provisioning
Virtually
ubiquitous
access
De-duplication

10. Market Analysis
Growth in
technology
rendering
electronic
goods obsolete
Need for
recycling
Increase in the
buying power
Few players in
organized
recycling sector

11. Market Analysis
Market Growth
•Increase by about 6 fold in the Ewaste generated
•E-waste in 2025 about 1.8mn MT
Increase by about 15 fold in the
usage of Cloud from 2008-’12

12. Growth Drivers
India moving to
Cloud
Use of Cloud for
Analytics
Gartner predicts
pick-up of Cloud
from 2012
Spending on Cloud
to increase by
23.6%
Scale-out Storage
20mn obsolete
computers / year
50% of e-Waste
generated in 3 cities
- Mumbai, Delhi and
Bangalore
35% in Western
Region
40% of obsolete PCs
lie unused

13. Market Analysis
Industry Analysis:
Cloud
Substitutes
MEDIUM
Standard few dominant relatively higher for
Supplier
Competitive
Services are
Only
Large number
Buyer Power
Large Corporation
Power
Products asplayers
differentiated
Rivalry
LOW
customers
of providers
HIGH
LOW
Inputs
Large number of
new entrants
from SMEs
New
Low cost of
Entrantsswitching to this
Low fixed costs
HIGH new technology
Relative lack of
government
restrictions.

14. Market Analysis
Strength
Weakness
• Fast Changing technology rendering
electronics obsolete
• Rising commodity prices result in
• Increased profitability in recycling
• Increasing availability of new technologies
for efficient and cost effective recycling
• The organised waste and recycling
• Industry has just begun
• Margins in the industry are currently low
• Price fluctuations for recycled materials are
high
e-Waste
Opportunity
• Mandatory requirement from 1 May 2012
• Consolidation by Merger & Acquisitions
Threat
• Competition from Un-organised players.
• Less awareness
• Tougher regulations

15. COMPETITION ANALYSIS
Cloud Storage
Non-formal Sector
Google Apps
Differentiation +
Cost leadership.
 95% of the e-waste in India is
being recycled in non-formal
sector
 3000 units in and around major
cities engaged in these activities
Amazon Cloud
Focus strategies
Apple iCloud
Innovation
e-Waste
Formal Sector
Only 5 % of the players operate
in this sector in India

16. SEGMENTATION AND TARGETING
Market Segmentation for Cloud Storage
Social media, Entertainment, Design and PR agencies, Media Houses, Retail, Web
Entrepreneurs, Education & Research, Non-Profit & Government organizations
Targeting
SMEs in the above mentioned segments
Mid market players seeking low cost solutions
Top 10 e-waste
producing
Cities
Market Segmentation for E waste
State owned enterprises (e.g. BSNL, MTNL)
Corporate houses (e.g. HP, IBM)
Micro, small and medium enterprises (MSMEs)
Targeting
Large Corporate Houses like HP, IBM, Dell, etc to leverage on their superior
supply chain and logistics
Tie ups with these large corporate will help us obtain e waste equipment in
bulk and volumes.
Top 10 e-waste
producing States

17. STRATEGY AND IMPLEMENTATION
Cost Leadership
distriCloud technology (a
patent of the company) will
transfer the cost advantage
to a revenue advantage.
Points of
Differentiation
(POD)
Competitive Edge.
•Unique green initiative
product
•Integrates E-waste mgmt
sector with the cloud sector
Strategy &
Implementation
Points of Parity
(POP)
Revenue Generation
Cloud Storage
BEE Certificates
Competitive Edge

18. MARKETING STRATEGY – 4PS
Positioning Statement
For the SMEs aspiring to go on
the cloud, CloudE is the most cost
effective cloud solution which is
high performing, secure and
green, because we use the
patented distriCloud technology.
Pricing
Factors:
• Demand Curve :data usage by
the customer
• Costs Drivers
• Environment and sector
• Pricing Type: Cost Plus

19. MARKETING STRATEGY – 4PS
Promotions
• Social network integration
targeting SME
• ‘Test drive the cloud’ for the
SME
• Free Workshops for the
companies near Pune-Mumbaibangalore-Gujarat
• Discounts in the cloud solutions
to the E-waste suppliers
Place
•Start off with cities with High
SME concentration-Pune,
Mumbai, Gujarat
•Target Tier2 & Tier-3 cities

20. SALES FUNNEL
Online advertising,
direct mail, email
blasts, direct
advertising, salesman
visits
Leads and enquiries,
direct field qualification
and sale, salesman
visits
Align to customer
needs. Asses
requirement, RFP,
suggest custom solution
Finalize the deal and
close it

21. SALES TARGET

22. STRATEGIC ALLIANCES
PC
manufactur
eres
Cloud
Service
Providers
IT
Distributors
Mobile
networking
Providers
Public
Sector
Clients
Cloud-E
Logistics
Provider
Outsourcing
Startups

23. GROWTH PLANS AND FINANCIALS
Cash Flow
Existing
Millions
YOY Customer base
New Users
₹
160.00
₹ 140.00
₹ 120.00
10000
₹ 100.00
₹ 80.00
5000
₹ 60.00
0
₹ 40.00
2013
2014
2015
₹ 20.00
₹
-
Year
2012 (Year 0)
₹
-20.00
2015
2018
2021
Projected YoY Financials
(₹ million)
₹ 389.21
PAT
₹ 289.01
Revenues
₹ 214.66
₹ 159.42
₹ 87.91
₹ 65.27
₹ 48.47
₹ 36.00
₹ 19.76
₹ 14.79
₹ 13.91
₹ 11.42
2013
2014
2015
*All estimates are pessimistic or
at best realistic
2016
₹
130.43
₹ 118.38
₹ 25.25
2017
Year
₹ 37.83
2018
₹ 59.70
2019
₹ 89.63
2020
2021

24. GROWTH PLANS AND FINANCIALS
Year
2012 (Year 0)2013
Revenues
0.00
Expenses
0.05
EBITDA
-0.05
Amortization
0.00
EBIT
-0.05
Interest Expense 0.00
PBT
-0.05
Tax
0.00
PAT
-0.05
Cash Flow
-0.80
2014
3.60
1.35
2.25
0.26
1.99
0.09
1.90
0.76
1.14
0.93
2015
4.85
2.06
2.78
0.33
2.45
0.13
2.32
0.93
1.39
1.13
Revenues
2017
₹ 12 Cr
~14k users
2016
6.53
3.31
3.22
0.56
2.66
0.20
2.47
0.99
1.48
1.41
2017
8.79
4.45
4.34
0.78
3.56
0.27
3.29
1.32
1.98
1.91
11.84
6.11
5.73
1.15
4.57
0.36
4.21
1.68
2.53
2.52
Projected P&L
(All figures in ₹
Crores)
36% CAGR
(Revenue)
ROI
~90%
Total
Investment
₹30 Cr
₹ Cr – Debt
8
₹ Cr – Self
12
₹ Cr – VC/PE
10

25. Risk Analysis and Mitigation
People &
Culture
Financial
Macro
Economic
Scalability
Skilled
people in
T2/3 cities
Insufficient
Cash flows
Policy
Changes & IT
Acts
Expansion to
multiple
Locations
Training &
Performance
Pay
Keep Low
Financial
Leverage
Connect with
Lobby
Planned
expansion to
select T2/3
cities

26. Milestones
2014
2015
Brand Building
Greener
solutionsCloudE
3 years
experience
Complete Sales
and Marketing
team formation
Providing
solutions to the
Govt.
Associations
2016
Strategic
Alliance:
Computer
Manufacturers

27. THANK YOU