1. A.S.S.M.R.PVT.LTD
1.INTRODUCTION
a) COMPANY
A.S.S.M.R.PVT.LTD is the name of the company. The
main operations of the company are in Recycling of
Mixed Solid Waste into valuable green products. These
high quality end products are suitable for commercial
and industrial use, thus extending the value chain of
environment friendly processes and initiatives. By the
method of Pyrolisis we recycle the solid waste. Pyrolisis
is a thermo chemical decomposition of organic material
at elevated temperatures without the participation of
oxygen. It involves the simultaneous change of chemical
composition and physical phase, and is irreversible.
b) PRODUCT
The residual waste is automatically segregated into 4
categories i.e.
1. Wet Organic (30%) which will be converted into
compost.
2. Dry Organic (35%) which will be converted into green
fuel (RDF).
3. Recyclable Waste (20%) which will be converted into
recyclable plastic
4. Inert Waste (15%) which will be converted into sand.
5. Bio-Organic fertilizer is made by accelerated bio
conversion process under controlled conditions using
remains of fruits, vegetables, food and by-products of
agro process industry.

2. 2. OPPORTUNITY ANALYSIS
P.E.S.T ANALYSIS
POLITICAL: LANDFILL TAX, CARBPN TARGETS, LANDFILL
TARGETS, PUBLIC SECTOR PROCUREMENT POLICY. All
these need to be taken care of and carefully analyzed.
ECONOMIC: technology costs, transport costs, labour
costs, market demand, competition, access to finance.
All these need to be looked at.
SOCIAL: public awareness, attitude towards recycling,
NGO campaigns should be encouraged.
LEGAL: waste protocol, facility permissions, planning
system, contractual issues, landfill restrictions. All these
need to be taken into consideration.
TECHNOLOGICAL: sorting technology, disassembling
technology, end use technologies.
ENVIORNMENTAL: resource availability and landfill
availability should be noticed.

3. 3. BUSINESS MODEL
VALUE PROPOSITION: We will provide organic fertilizers
at a lower rate to the farmers.
o We provide free sand to the government for landfills.
Which helps the government to save costs
o Regular supply of industrial power at a lower rate.
o It saves the environment from harmful waste.
REVENUE STRUCTURE:
Our main revenue will come from 3 factors that are:
1. Farmers
2. Industries
3. Government
CHANNELS:
The channel is as follows:
 Under Factory -

4. 1. Direct to industries
2. Farmers
3. Dealers
4. Government
Under Dealers -
1. Farmers
2. Industries.
The use of technology has positive impact on costs,
environment and the community
Reduces the consumption of land for scientific landfill with residue
inert
Reduces air pollution caused by unscientific dumping and burning
of MSW
Reduces health problems around the MSW dumping ground
Avoids underground water contamination
Reduces financial burden for MSW disposal on the Urban Local
Bodies
All product extracted and processed are eco friendly
Minimum content of biodegradable matter in processed remnant
reduces methane emission
Green recycling technology creates eco-friendly product.
KEY RESOURCES:
Waste generated from the households & commercial units are
the main raw materials required for our process.
1. Wet Organics
2. Dry Organic

5. 3. Recyclable Waste
4. Inert Waste
Proper land and machinery will be our next key resource as
all the process will be automated
It does depend on the customers as there is a cycle the waste
the customers produced is taken as a raw material by us to
recycle and make them into green products.
CUSTOMER RELATIONSHIP
We will tend to develop a friendly relationship with our
customers.
Proper credit facility will be given to them for their payments
due.
We will see to it that the fertilizers n power provided will be
of good quality.
We will also provide a pollution free environment to the
customers.
PLANS
OPERATIONS PLAN:
Urban India produces 42mn tonnes of solid waste annually and
72.5% of waste is produced by 423 class-1 cities, hence we are
going to target class-1 cities where we can easily locate our target
customers and companies. Waste management will be

6. implemented by targeting a specific locality which would cover
about 1000 households in the pilot phase. A government tie-up for
waste collection would also ensure a steady supply of revenue as a
compensation for the work done on their behalf.
Waste collection will be done by a team of workers who would
collect domestic waste from the specified households each day.
We will also partner with local dealers and directly with rag
pickers for collection of waste. Bins would be placed in public
places like Malls, cinema halls, schools and hotels. The waste
collected will be sorted at source site and transported to our
‘Waste Treatment Site’. Paper, metal, plastic and glass will be
sold to the recyclers at market prices whereas vegetable and other
organic waste would be recycled in-house to produce product
methane gas and organic manure. The by-product produced
would be marketed and sold to organic farming firms which are
in need of organic manure for their farms.
In order to increase the environmental awareness, we will partner
with various Malls, Schools and others to organize Recycling
Drives, Awareness Campaigns, Environment Weeks and
Workshops to reach the people and spread our message of Clean
Cities and Sustainable Living.
FINANCIAL PLAN
The business would take about 13 months to attain break even
considering the high cost of waste collection in the initial phases.
The return on Investment (ROI) on an investment of 16.5 Lakhs
is about 20.2% by a year of operation. The total capital required
for starting up the waste management venture would be 38.6
Lakhs. There is a fixed cost of operation for purchasing land and
trucks for transport which is close to 16.5 lakhs. Variable cost of
operations for a year is 22.7 lakhs per year. We plan to obtain this
using a bank loan to the tune of 30 lakhs. We are also looking at

7. rising funding through government incentive scheme to the tune
of 5 lakhs and the rest would be funded by self and family as an
equity share.
Costs Amount Revenues Amount
Fixed Costs Selling Manure 67800
Cost of buying Mini Trucks Selling
(2 No’s) 1000000 industrial fuel 288140
Selling Recycle
Land for decomposition 350000 Material 151300
Government
Machine Costs (20) 200000 Revenues 100000
Variable Costs Total Revenues 607240
Driver Annual Salary 54,000
Helper Annual Salary 42,000
Fuel Costs 45000
Factory on Rent 240000
Collection Agents (10) 360000
Machine Handling
Employees(5) 300000
Sales team (5) 360000
Management Personnel(1) 120000
Machine Maintenance Cost 20000
Electricity Cost 120000
Telephone Cost 12000
Other expenses 60000
Vegetable waste from
dealers 600000
Total 3283000
MARKETING PLAN
4. MARKETING STRATEGY

8. A.S.S.M.R personnel will call on hauling firms to advise them of
A.S.S.M.R’s facility, and provide maps to the site, hours, and
pricing.
A.S.S.M.R will offer similar tipping fees charged by other landfills,
yet emphasize time and fuel savings, wear and tear savings, and
longer operating hours to all users. A.S.S.M.R will consider
contractual incentives in certain instances and circumstances to
increase profitability. Hauling waste with A.S.S.M.R road tractors
should provide financial incentive to waste collection Municipal
firms. This is a simple, intuitive solution, not employed by other
landfills.
A.S.S.M.R will attempt to secure tonnage from various cities.
A.S.S.M.R wills Soffer price incentives in order to win long-term
contracts with many of these municipalities. Generating an import
stream will be accomplished by the previously mentioned tactics as
well as an advertising campaign within industry.
MISSION
A.S.S.M.R’S mission is to provide the highest quality landfill
experience. We exist to attract and maintain customers. When this
maxim is adhered to, success will be ensured. Our services will
exceed the expectations of our customers
MARKETING OBJECTIVES
 Maintain a constant revenue stream.
 Increase the amount of o t of state refuse by 2.5% a quarter.
u
 Improve the local public perception of A.S.S.R’s facilities
TARGET MARKETS

9. Landfills or transfer stations are selected, if dumping fees are the
same, solely due to the proximity of the waste hauler's route to
their facility. Most likely, A.S.S.M.R will not capture the business
from hauling firms whose facilities are more than 100 miles distant,
unless they need to dump their load after the closing hours of the
other facilities. On the other hand, the hauling firms whose routes
are close to the landfill will find these locations a boon to their
business.
The target market can broken down into three potential customer
groups, small haulers, "big three" haulers, and private haulers.
POSITIONING
A.S.S.M.R will position themselves as a clean, convenient landfill
serving the metropolitan areas as well as out of state sources. Good
Earth will leverage their competitive edge to achieve the desired
positioning.
GER intends to offer clean facilities with easily accessible paved
roads as opposed to dusty or muddy, foul-smelling landfills.
A.S.S.M.R will maintain the same price structure as competing
landfills, but with longer hours of operation. The savings to the
waste collection companies will be driving time, fuel, wear and tear
on the vehicle, and longer hours of operation.
DOMESTIC MARKET
Domestic market development programs act to counter-balance
Foreign demand by developing local markets for materials that will,
In turn, create jobs and broaden the domestic tax base. This not
Only protects what remains of American manufacturing, but
Also insulates India from foreign market volatility. Manufacturing
in Asia and other parts of the world will continue to be cheaper due
to low labour rates and the overall low cost of production, but the

10. importance of improving domestic distribution channels for
recovered materials is vital to maintaining our foothold in
recovered materials markets.
MARKETING MIX
A.S.S.M.R’s marketing mix is comprised of the following
approaches to pricing, distribution, advertising and promotion, and
customer service.
Pricing- The basic pricing metric is a per ton charge.
Distribution- All of A.S.S.M.R's services will be performed at
the facilities that they operate.
Advertising and Promotion A.S.S.M.R will be using three
different tactics to accomplish their advertising goals: phone
soliciting/networking, sales promotions, and advertisements.
Customer Service- Exceptional customer service will be
necessary to develop long-term, mutually beneficial
relationships with customers.
Place – Our Company would be establishing at all over the
places of the country.
MARKETING RESEARCH
All of A.S.S.M.R's marketing research has been based on the
management team's first hand empirical observations and
experience from within the industry
5. KEY PARTNERS
1. Main partners of this company would be the 5 of us
2. Suppliers: All the Municipal Corporation who collects the
waste will be the main suppliers.

11. 3. Finance: Banks and private investors.
4. Licenses: This are the licenses which we need:
ISO 9001:2008, ISO 14001:2004 & OSHAS 18001:2007
TOP MANAGEMENT TEAM
Team includes:
 The Board of Directors.
 There will be 3 managers namely: Operations manager,
factory manager, Sales manager.
 The operations and the factory manager will be responsible
for the functions of Wet organic Dept., Dry organic Dept.,
Recyclable and Inert.
6. ORGANIZATIONAL STRUCTURE
Our tentative Organizational Structure is:
Managing Directors
Supervisors

12. Subordinates/Workers
In the initial stages we will hire minimum amount of workers
to start the business. Afterwards we will continue hiring
according to the extension plan.
7. PROPOSAL
We will offer you stake of 20 %. We will you give profit after
3 years. Our NPV is at the rate of 30%.
Submitted by –
Group 4
Advait Bhobe
Raunak Vasandani
Sangram Korekar
Shruti Rauniyar
Meghna Singh