Name and address of the bank/ financial Institution which you want to deal with:
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EXECUTIVE SUMMARY
Gifts occupy an important place in our social life. They build our relations with other people.
We exchange gifts with other people on different festivals, events etc. Gifts speak our love for
one other. There are gifts which are given merely out of material considerations. Our
religion attaches great importance to the exchange of gifts. The selection of gift is an art.
Different creative gifts become a part of the memory of the person who receives . Gifts are
token of love, trust and good will. But, now in this busy schedule life no one has time to
create gift, choose gifts and give them to their friends and relatives. By foreseeing this
requirement we are aiming to open a gift shop which will offers a wide range of cards and
gifts. Our motto is fun, functional & funky. We are providing gifts for all purpose and for
all age groups.
What is in the box located in the Dwarka sec-5, Abhinav plaza, New-Delhi-75 and
specialized in an assortment of high-quality gifts ranging from greeting cards to home
accents. We cater to middle and upper class clients and affluent clients. Our store image
exemplifies what customers are seeking in home accents and gifts which is a "Modern &
Urban Life Style" look and feel. What differentiates our company from other specialty retail
shops are the printing services we offer, our "one-of-a-kind" product line and a number of
exclusive, proprietary products we designed ourselves. Before What is in the box grand
opening
we
will
have
established
our
website.
SERVICE
We also provide different membership to our customers, in which we provide service of free
delivering gifts to our customers at their desired budgets. Only they have to take our
membership and forget the worry of keeping reminder about relatives birthdays and
anniversary. We will provide the gift from your chosen budget. Remind you and deliver the
gifts to your relative doorstep. All these services are provided to our membership holders.
We are providing three types of membership which is mentioned in the membership form.
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Membership Form
Name:-
Address: Photo
Mobile no: -
Phone no:-
Email address:-
Type 1
Type 2
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Type 3
1000-2000 Rs
2000-3000 Rs
3000-5000 Rs
Occasion
Rs
Occasion
05
5000
05
7500
05
10000
10
9500
10
12000
10
19000
15
13500
15
18000
15
30000
20
17000
20
25000
20
50000
Gift budget:-
Details of gift:-
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Rs
Occasion
Rs
Date:-
ADRRESS 1: -
ADRRESS 2: -
ADRRESS 3: -
ADRRESS 4: -
ADRRESS 5: -
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ADRRESS 6: -
ADRRESS 7: -
ADRRESS 8: -
ADRRESS 9: -
ADRRESS 10: -
ADRRESS 11: -
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ADRRESS 12: -
ADRRESS 13: -
ADRRESS 14: -
ADRRESS 15: -
ADRRESS 16: -
ADRRESS 1 7: -
ADRRESS 18: -
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ADRRESS 19: -
ADRRESS 20: -
COMPANY SUMMARY
INTRODUCTION
Our store is first one who is providing specialty cards and gifts that
specializes in "one-of-a-kind" at affordable prices. Also we are providing
service of free home delivery of gifts to their or their relative house at
birthday, occasion, and festivals. At presently, no other gift shop, store or
gallery is providing this unique service, and which make us completely
different from others.
OBJECTIVES
Page 9
Generate total sales revenue to establish a profit at the end of year one.
MISSION
What is in the box is a specialty cards and gifts that specializes in "one-
of-a kind" not commonly found in the larger retail market. We are
dedicated to providing customers exceptional customer service in a visibly
relaxing and engaging shopping environment. Our mission is to provide
customers with unique, high-quality gifts at affordable prices.
KEYS TO SUCCESS
Acquire and personally design a product line of "one-of-kind" handcrafted and unique
products.
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ORGANISTATIONAL CHART
ME
DELIVER
Y BOY
ASSISTA
NT
PEON
MARKET ANALYSIS
Youth
Primarily Female
Page 11
Educated
Homeowner
Quality Conscious
Value Conscious
Family Oriented
We will attract these customers by offering unique and uncommon product selections not
found in the mass-market retail stores.
More and more consumers are seeking independent retailers that offer them the feel of home
with a more personalized shopping experience. As consumers become more time-deprived,
they are looking to shop at stores whose service offerings are as equal in quality and value to
their products.
To distinguish ourselves from surrounding specialty retailers, we provide numerous
customized services that offer customers a satisfying and unique shopping experience.
Plastic Gift Cards: Gift cards are available to customers when purchasing for gift
recipients may become a little difficult.
We also provide different membership to our customers as per their budget, in which
we provide service of free delivering gifts to our customers at their desired budgets.
Only they have to take our membership and forget the worry of keeping reminder
about relatives birthdays and anniversary. We will provide the gift from your chosen
budget. Remind you and deliver the gifts to your relative doorstep. All these services
are provided to our membership holders. We are providing three types of membership
which is mentioned in the membership form.
Page 12
We will establish itself competitively as a unique retail environment through product offering
and friendly, personal customer service. With Ayushman hospital, drink and dine restaurant,
fire and ice restaurant, and different offices present in the Abhinav plaza and nearby plazas,
markets and also the Indraprastha University, houses all located within proposed site, we will
attempt to offer items that appeal to this diverse population.
MARKETING STRATEGY
What is in the box will focus its marketing efforts by advertising .
Advertisements
would
be
provided
on
the
T.V.
channels,
radios,
Page 13
mailings will announce special events or holiday specials during the year.
These events will be used to sell slow-moving products and vendor special
promotions. This means our marketing resources will be centred on both
sales promotions (events, displays) and personal sales (customer service,
friendly atmosphere).
SALES STRAREGY
We will approach sales from a salesperson-customer relationship basis. All customers will be
assisted in a very personal manner. Gathering key customer information and seeking
performance feedback on the products and services offered will assist us in the following
ways:
Developing product offers and merchandising formats that will increase sales.
Increase awareness of what is in the box within the retail consumer marketplace.
Develop future sales opportunities that allow for continued growth of the business.
MARKETING
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offering that have value for customers, clients, partners, and
society at large. The management process through which goods and services move from
concept to the customer. It includes the coordination of four elements called the 4 P's of
marketing:
(1) Identification, selection and development of a product,
(2) Determination of its price,
(3) Selection of a distribution channel to reach the customer's place, and
(4) Development and implementation of a promotional strategy.
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Marketing is based on thinking about the business in terms of customer needs and their
satisfaction. Marketing differs from selling because "Selling concerns itself with the tricks
and techniques of getting people to exchange their cash for your product. It is not concerned
with the values that the exchange is all about. And it does not, as marketing invariable does,
view the entire business process as consisting of a tightly integrated effort to discover, create,
arouse and satisfy customer needs." In other words, marketing has less to do with getting
customers to pay for your product as it does developing a demand for that product and
fulfilling the customer's needs.
Marketing is the process by which companies create customer interest in products or
services. It generates the strategy that underlies sales techniques, business communication,
and business development. It is an integrated process through which companies build strong
customer relationships and create value for their customers and for themselves.
The heart of the business success lies in its marketing. Most aspects of your business depend
on successful marketing. The overall marketing umbrella covers advertising, public relations,
promotions and sales. Marketing is a process by which a product or service is introduced and
promoted to potential customers. Without marketing, your business may offer the best
products or services in your industry, but none of your potential customers would know about
it. Without marketing, sales may crash and companies may have to close.
Features of Marketing
Getting Word Out - For a business to succeed, the product or service it provides
must be known to potential buyers. Unless the business is known in the community
and have communication with your customers readily available, you have to use
marketing strategies to create product or service awareness. Without marketing, your
potential customers may never be aware of your business offerings and your business
may not be given the opportunity to progress and succeed. Using marketing to
promote your product, service and company provides your business with a chance of
Page 15
the word, telling friends and family about this amazing new product they discovered.
Your sales will steadily increase as the word spreads. Without employing marketing
strategies, these sales may not have ever happened; without sales, a company cannot
succeed.
Company Reputation- The success of a company often rests on a solid reputation.
Marketing builds brand name recognition or product recall with a company. When a
company reaches the high expectations of the public, its reputation stands on firmer
ground. As your reputation grows, the business expands and sales increase. The
reputation of your company is built through active participation in community
programs, effective communication- externally and quality products or services,
the marketplace.
Considerations- Although marketing is hugely important for a business to succeed, it
can also be very expensive. In its first year, a company might spend as much as half of
its sales on marketing programs. After the first year, a marketing budget can reach as
much as 30 percent sometimes more of the annual sales. A marketing program that
gives your company the best chance is a healthy mix of different forms of marketing,
such as website development, public relations, print and broadcast advertising, design
and printing for all print materials, trade shows and other special events.
MARKETING MIX
The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In
fact, they are not necessarily the same thing.
Page 16
"Marketing mix" is a general phrase used to describe the different kinds of choices
organizations have to make in the whole process of bringing a product or service to market.
The 4Ps is one way probably the best-known way of defining the marketing mix, and was
first expressed in 1960 by E J McCarthy.
The 4Ps are:
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Promotion refers to the act of communicating the benefits and value of your product to
consumers. It then involves persuading general consumers to become customers of your
business using methods such as advertising, direct marketing, personal selling and sales
promotion.
MARKETING MIX FOR WHAT IS IN THE BOX
PRODUCT DESCRIPTION
The following is an overview of our product line by category:
Printing Products:
Brochures
Business cards
12-month calendars
Promotional materials
Home Accessories:
Framed artwork
Shadow boxes
Wine accessories
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Body gel
Aromatherapy products
SERVICE
We also provide different membership to our customers, in which we provide service of free
delivering gifts to our customers at their desired budgets. Only they have to take our
membership and forget the worry of keeping reminder about relatives birthdays and
anniversary. We will provide the gift from your chosen budget. Remind you and deliver the
gifts to your relative doorstep. All these services are provided to our membership holders.
We are providing three types of membership which is mentioned in the membership form.
PLACE
What is in the box located in the Dwarka sec-5, Manish Abhinav plaza which is main
market of Dwarka and also nearer to various restaurant, university and offices. So the place is
easy to reach for more number of customers and of different category, which will no doubt
increase our sale. Also the information of place is provided on the webpage of the gallery,
blog created, advertisements on the T.V, magazines, newspaper, internet, and face book. So
that people easily reach to us.
PRICE
Product pricing structures will be based on cost-plus and competitive pricing. Cost-plus
pricing is basing the price on the basis of all costs plus a mark-up to cover overhead costs.
Our mark-up cost is 33%. All orders will require a 50% deposit upon receiving final
shipment. For bulk orders, a 50% deposit is required and a 15% discount will be given to
customers. There will be seasonal and periodic sales on merchandise due to the possible
overstock of inventory.
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Design and Photography Service Fee Structures will be determined by the particular
requirements of individual projects. Typically, compensation to What is in the box includes
a retainer design fee in addition to the cost plus system of billing for supplies and materials.
This structure accounts for research, design time and consulting. Although our products are
high-end and stylish, our pricing structure remains affordable and in-line with other specialty
gift retailers. Our pricing structure is also based on the value the customers place on these
products.
PROMOTION
Our service and products message would be provided on different colleges and localities and
is sold free of cost. Advertisements would be provided on the T.V. channels, radios,
newspaper, magazines, pop ups on internet, and through blogs created. Our service
information is also present on our service website.
We will utilize our own printing capabilities to publish business cards, brochures and
promotional postcards. This approach will definitely reduce our monthly advertising costs.
Initial costs will be planned accordingly and kept to a minimum. The shop recognizes the
importance of its image, first-time impressions and customer service and it will not sacrifice
this in order to satisfy the bottom line.
It is anticipated that marketing costs will be significantly higher in the first three months of
business. Marketing activities will be closely monitored and constantly analyzed to decide
what marketing activities are successful and what are not. A marketing budget will be set for
the first store and for each subsequent store.
Because our service and products are unknown to the general consumer, marketing activities
are vitally important. We plan on implementing several marketing strategies as outlined in the
marketing section of this business plan. To establish service and brand awareness, we will
give-away small booklets to encourage first timers to try our service. Although we have
quality service, building a loyal customer base will take time. We realize that training and
Page 20
empowerment of our employees will be reflected in their customer service and that word-ofmouth advertising will be paramount to our success.
BUISNESS RISKS
The possibility that a company will have lower than anticipated profits, or that it will
experience a loss rather than a profit. Business risk is influenced by numerous factors,
including sales volume, per-unit price, input costs, competition, and overall economic climate
and government regulations. A company with a higher business risk should choose a capital
structure that has a lower debt ratio to ensure that it can meet its financial obligations at all
times.
Competition
Archies gallery is very well known gift gallery in India and its franchises are more than 350
in above 100 cities. It could create a business risks in future. It known as a super brand for the
gifts.
Price image can often be more important in determining sales than actual product prices.
Adjusting complex pricing and branding strategies to adapt to trends such as shifting
consumer behavior is therefore a constant challenge.
During the recent recession, consumers reduced consumption, cut back on lavish and
impulsive shopping behavior, and increasingly used online price- comparison sites. This
change in behavior may be so far off the trend line that a return to pre-recession consumption
patterns may no longer be realistic.
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FINACIAL PROJECTION
FIXED CAPITAL
Land, Area & Value
S.No
.
Description
Cost(Rs.)
Rs.35,000/-
Total ( annually)
Rs4,20,000/-
Office Equipment
S.No
Description
Quantity
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Cost (Rs.)
Total
.
1
Laptop
Rs. 30,000/-
Rs.30,000/-
Computer
Rs.15,000/-
Rs.15,000/-
Printer
Rs.12,000/-
Rs.12,000/-
Air-conditioner
Rs.20,000/-
Rs.20,000/-
Fan
Rs.3000/-
Rs.3,000/-
Bike
Rs.50,000/-
Rs.50,000/-
Fittings
Rs.1,00,000/-
Rs.1,00,000/-
TOTAL
Rs.2,30,000/-
WORKING CAPITAL
Human Resource Capital (annually)
S.No
.
Workers
Number
Annual Cost
(Rs.)
Assistant
Rs.1,20,000/-
Delivery boy
Rs.96,000/-
Peon
Rs.72,000/-
Total
Rs. 2,88,000/-
Description
Annual Cost
(Rs.)
Raw Material
Rs.9,50,000/-
Electricity
Rs.30,000/-
Telephone
Rs.18,000/-
Stationary
Rs.12,000/-
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Transport
Rs.60,000/-
Maintenance
Rs.25,000/-
Advertising &
Publicity
Rs.1,80,000/-
Rs.800/-
10
Rs.7000/-
11
Cellular phone
Rs. 12,000/-
12
Insurance
Rs. 2000/-
13
Delivery cost
Rs. 45,625/-
Rs.
13,42,425/-
1) Total Investment
Total Fixed Capital
= Rs. 6, 50,000/Total Working Capital = Rs.16, 30,425/TOTAL
= Rs. 22, 80, 425/-
2) Cost of Production
Total Recurring Expenditure (Working capital)
= Rs. 16, 30, 425/Depreciation on Machinery
= Nil
Depreciation on Furniture, tools & equipment s
= Rs. 2, 30,000/TOTAL COST OF PRODUCTION
= Rs. 18, 60, 425/3)
= Net Profit
X 100
Sales Turnover
= Net Profit (per year) X 100
Total Investment
6) Rate of Return
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