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Captured Forever E-commerce Business Plan

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My first business plan for an E-commerce business that I presented to Sequoia at Sunstone Business School.

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Captured Forever E-commerce Business Plan

  1. 1. Business Plan: Captured forever Pragati Dhingra Aditya Gupta Tarun Jain Amit Garg Ravi R Srivastava Sunstone Business School
  2. 2. Contents <ul><li>What is Captured Forever? </li></ul><ul><li>Competition </li></ul><ul><li>Offerings and Pricing </li></ul><ul><li>Fulfillment Plan </li></ul><ul><li>Operational Plan </li></ul>
  3. 3. What is captured forever? <ul><li>Be one stop shop for creating and printing Year Books for students. </li></ul><ul><li>Our core business is printing. </li></ul>
  4. 4. TARGET POPULATION <ul><li>Total Market Size – 3.8 million </li></ul><ul><li>Target Distribution </li></ul>Top rated institutes like IITs, NITs, IIMs, DPS etc Institutes like IIPM, Amity, Shardha University, CMS, schools in metros Schools and Colleges in Class A cities. Schools and colleges in non-metro cities
  5. 5. Competition High Low   Captured Forever Offline Printer Social Networking Site Online Printers User Experience Collaboration Emotional Appeal
  6. 6. Offerings and pricing <ul><li>The Cost mentioned above is cost per single book and is applicable for min. order sizes of 25 books </li></ul><ul><li>Cost above does not include Shipping Charges. These will be extra, as applicable </li></ul><ul><li>The paper thickness is available in sizes: 120 – 280 GSM </li></ul><ul><li>The sheet size can be reduced from standard A3 and A4 sizes </li></ul>Price Paper Quality No. of Prints Binding Type Access to Online Tools Target Segment I. Rs 499 < 130 GSM 25 (Total 50 pages) Normal Paper Binding  Non Premier schools II. Rs 799 130 to 200 GSM 25 (Total 50 pages) Normal Paper Binding  Premier schools III. Rs 999 > 200 GSM 25 (Total 50 pages) Leather Binding  Non Premier colleges IV.Rs 1099 > 200 GSM 25 (Total 50 pages) Leather Binding  Premier Colleges
  7. 7. COST AND MARGINS <ul><li>The Cost mentioned above is cost per single book and is applicable for min. order sizes of 25 books </li></ul><ul><li>Cost above does not include Shipping Charges. These will be extra, as applicable </li></ul><ul><li>The paper thickness is available in sizes: 120 – 280 GSM </li></ul><ul><li>The sheet size can be reduced from standard A3 and A4 sizes </li></ul>Price Cost Margins I. Rs. 499 Rs. 150 Rs. 349 II. Rs. 799 Rs. 180 Rs. 619 III. Rs. 999 Rs. 210 Rs. 789 IV.Rs. 1099 Rs. 250 Rs. 849
  8. 8. Fulfillment plan <ul><li>Orders Reviewed and sent to Printers at the end of every day </li></ul><ul><li>Tie ups with multiple printers and delivery service providers </li></ul><ul><li>Maximum TAT for Printing Vendor = One Week </li></ul><ul><li>Perform quality audits </li></ul><ul><li>Dispatch to destination School / College </li></ul><ul><li>Maximum Customer Delivery TAT = 3 weeks </li></ul><ul><li>Set-up a Customer Care Centre </li></ul>
  9. 9. We require ~INR 50 Lacs to get started….   Fixed Cost Amount Setting up Office       Acquiring office space (+3 month advance) 200,000   Infrastructural fixed cost     Furniture 200,000   Machines/Servers/Internet/Backups 600,000   Telephone/Printer/Fax/Scanner 200,000 Acquiring Vendors       Acquisition of the vendor for printing 10,000   Acquisition of the vendor for delivery 10,000   Software     Online tool to create Year Book + Whole online setup 30,00,000 Total   42,20,000
  10. 10. … .and generate profit in first year itself by launching in 10 colleges It will be profitable in the first year itself and generate INR 2.2 Lacs/college P&L for first 10 colleges in first year Remarks Revenue INR 9,000,000 Number of Students /College = 900   Costs Reaching out to cultural secretary to tell the batch through him/her that online yearbook can be created for free -INR 50,000   Connecting with teachers, adding them to the year book -INR 200,000 50 teachers /College Helping classes create a custom yearbook -INR 360,000 Creating emotional appeal -INR 900,000   FM radio dedications/sponsoring -INR 800,000 30 seconds cost 8-10K Leaflets/posters -INR 100,000   Media coverage -INR 1,000,000 News item/50 sq cm ad in advertorial Helping with farewell party -INR 900,000   Printing Cost -INR 2,430,000   Shipping cost -INR 45,000 0.5% of revenue  Total profit (With ad campaigns and assuming 10 colleges) INR 22,15,000  
  11. 11. Each college will generate INR 6.2 Lacs/ year of profit at steady state resulting in INR 20 Cr. of revenue by year 4 After the first year, colleges will be in steady state and generate ~70% of EBITDA Unit Economics 4-Years Financials <ul><li>We can capture 5% of the college market share by year 4 </li></ul><ul><li>We will not require any additional funding to grow </li></ul><ul><li>These projection are based on targeting college yearbook only </li></ul>Revenue INR 9,00,000 Costs Staying connected with cultural sec. -INR 5,000 Connecting with teachers -INR 20,000 Leaflets and posters -INR 10,000 Printing cost -INR 243,000 Revenue Shipping Cost -INR 4,500 Total profit (per college in steady state) INR 6,17,500
  12. 12. QUESTIONS….
  13. 13. TARGET SEGMENTS - Each Offering <ul><li>Students will be free to chose any kind of options out of four available, from marketing point of view we have loosely identified target segments for each offering: </li></ul><ul><li>Offering I: This is more suitable for class X and XI students from non premier institutes </li></ul><ul><li>Offering II: This is more suitable for class X and XI students from premier institutes </li></ul><ul><li>Offering III: This is more suitable for engineering students </li></ul><ul><li>Offering IV: This is more suitable for MBA and other higher education students. </li></ul>
  14. 14. OPPORTUNITY   Colleges Student (Hundred Thousands) Engineering 3573 8.5 MBA 1700 1.8 CBSE X 10,000 12 CBSE XII 10,000 12 ISCE 1,800 1.7 ISC 1,600 1.2 IB 160 0.1 Medical 420 0.2 Total   38
  15. 15. Additional Opportunity <ul><li>Up sell customized merchandise to commemorate the event </li></ul><ul><li>Cross sell related services – designing custom templates, content authoring, proof reading, express delivery </li></ul><ul><li>Business and Corporate </li></ul><ul><li>Individuals </li></ul>
  16. 16. FEATURES <ul><li>Fun </li></ul><ul><li>Easy to use, online, collaborative </li></ul><ul><li>High quality products </li></ul><ul><li>On time, every time </li></ul><ul><li>Focus on customer service </li></ul><ul><li>One stop shop for all related services </li></ul>

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