Chapter One .................................................................................................................................................. 3 Introduction .................................................................................................................................................. 3 Chapter Two ................................................................................................... Error! Bookmark not defined. Vision and Mission Statement ....................................................................... Error! Bookmark not defined. 2.1. Vision Statement ................................................................................. Error! Bookmark not defined. 2.2. Mission Statement .............................................................................. Error! Bookmark not defined. Chapter Three ............................................................................................................................................... 5 Company Outlook ......................................................................................................................................... 5 3.1. Strengths ............................................................................................................................................ 5 3.2. Weaknesses ....................................................................................................................................... 5 3.3. Opportunities ..................................................................................................................................... 5 3.4. Threats ............................................................................................................................................... 5 Chapter Four ................................................................................................................................................. 6 Market Status................................................................................................................................................ 6 4.1. Industry Analysis ................................................................................................................................ 6 4.1.1. Hotels and Conference Centers .................................................................................................. 6 4.1.2. Other Event Planners .................................................................................................................. 6 4.1.3. Employees or Persons wishing to do it themselves .................................................................... 7 4.2. Market Analysis .................................................................................................................................. 7 4.3. Key Success Factors in Industry ......................................................................................................... 7 4.4. Purchase Criteria ................................................................................................................................ 7 4.4.1. Pricing Attribute .......................................................................................................................... 7 4.4.2. Quality Attribute ......................................................................................................................... 8 4.4.3. Reliability..................................................................................................................................... 8 4.4.4. Delivery ....................................................................................................................................... 8 4.5. Competition ....................................................................................................................................... 8 Chapter Five ................................................................................................................................................ 10 Objectives and Strategies ........................................................................................................................... 10 5.1. Competitive Strategies ..................................................................................................................... 10
5.2. Market Segmentation ...................................................................................................................... 10 5.3. Private Organizations and Businesses.............................................................................................. 11 5.4. Public Organizations......................................................................................................................... 11 5.5. Age Breakdowns .............................................................................................................................. 11 5.6. Target Products/ Services ................................................................................................................ 12 5.6.1. Events ........................................................................................................................................ 12 Chapter Six .................................................................................................................................................. 17 Sales Plan .................................................................................................................................................... 17 6.1. Market Segmentation Forecasts ...................................................................................................... 17 6.2. Distribution ...................................................................................................................................... 17 Chapter Seven ............................................................................................................................................. 19 Organization of our Company ..................................................................................................................... 19 7.1. Administration ................................................................................................................................. 19 Chapter Eight .............................................................................................................................................. 21 Financial Plan .............................................................................................................................................. 21 8.1. Projected Profit and Loss ................................................................................................................. 22 8.2. Break-even Analysis ......................................................................................................................... 22
that provide a service within our need base to step up to the challenge of being the best through their contract with Al-Jannat. Our products will serve the function of aiding those that cannot afford the cost of an event planner. We wish to make our event planning tips available to those who need a helping hand. Al-Jannat is a member of the community. Through event planning, Al-Jannat gets the opportunity to laugh when the community laughs and cry when the community cries, to rejoice when the community rejoices and to help put the pieces back together when things change or begin to fall apart. We care about the things that have meaning in the lives of our community members.
2.1. Strengths
Following are the strength of our company Specialized Event Consultant Very low Initial Cost Creativity Helps to develop the interpersonal Skills while working in a team Partners of business are all business students and specialized in Marketing Friendly Working Environment
2.2. Weaknesses
Inexperienced Partners Only for Specified Upper Middle or A Class because lower Class cannot afford Only Limited to Big cities we extend our business properly to small cities
2.3. Opportunities
Less barriers to entry Change in social environment Improving business trends
2.4. Threats
Increasing Competition Fights in parties Political Environment
3.4.3. Reliability
The company assess whether vendor is reliable in giving desired level of output on time. The credibility and reliability considered as important as other attributes.
3.4.4. Delivery
The delivery time of the goods from vendor also considered important and according to that processing time orders are placed. The availability of parts for on time delivery is most important factor. The weight age given for the vendor selection is Quality Cost Delivery Reliability 30% 30% 20% 20%
3.5. Competition
We have discussed our client base as being predominately middle to upper-middle class individuals, couples or families, public and private organizations. We must then look at the needs of these markets and cater to them. We promise to deliver the same great results, every time to our valued customers. Following are the major competitors of our business: Occasions (Hanif Khan's Event Organizer) 1st floor, Bilour Plaza Peshawar Cantt, Peshawar, Pakistan
Clever Workshop (Event Planner and Decorator) Park Avenue University Town Peshawar, Pakistan
Sagar Event Planners Opposite Faqir Abad Tanna, Charsadda Road, Peshawar
greatest depth of information, the market segments have been broken down into private and public organizations, and age groups. Each group will be targeted with a focus strategy mainly focusing on the customer preferences, tastes and other environmental aspects.
Therefore, Occasions will be on hand for questions, contact will be moderate in length but occur regularly so as not to disturb the daily life of the families. These events will generate moderate revenues, with a few generating low revenues. The majority of special occasion planning will occur in this market segment. Ages 56 and above: Persons over the age of 55 have reached the turning point of life. Many are retiring, others are celebrating anniversaries of significant years, and still others are seeing that their children's special events are taken care of. These events will generate moderate to high revenues depending upon the income level of the family (direct correlation to social status). Most holiday parties, and other special occasions, such as wedding receptions and reunions, will occur in this market segment.
4.6.1. Events
A well-orchestrated event requires excellent organization, creativity, access to resources and attention to a myriad of small details that can make or break an event. Al-Jannat strives for perfection as we manage all logistical aspects of your event with integrity, experience and a willingness to provide the best service possible. Hiring a professional event planner can be a wise investment. You will:
Save valuable time because the planner does much of the work for you. Planners can accomplish a great deal relatively quickly because of their past experience with similar events and access to resources you might need.
Be relieved of stress as the burden of calls and visits to take care of countless details are expertly handled by a professional planner.
Be more organized. The event will run more smoothly if your planner coordinates timetables, communicates with vendors and handles any roadblocks that arise before or on the day of your event.
Save money because experienced event planners know which vendors provide quality services at the best prices and they can assist you in making a budget for your event and sticking to it.
Be a guest at your own party or event. The greatest drawback to hosting any event is the inability to enjoy it because you are working so hard to make sure everyone else is having a great experience. An event planner will allow you to relax and enjoy the moment knowing that the details are being handled by a professional.
So consider how important your upcoming event is to you, your family, your business or your organization. Consider the hours and the money that you will need to devote to make this event as unique and well-run as you envision it. Consider whether you have the time and the expertise to pull it off smoothly while still enjoying the experience yourself. Then consider how Al-Jannat can help make your dream event come true.
a) Wedding Events
You may have been dreaming about your wedding day since childhood. You want every detail to be perfect and most of all you want to enjoy every moment of this most special of all days. Then you realize that most weddings require 100 to 200 hours of planning and the weeks immediately before the wedding are usually hectic and stress-filled for the bride, the groom and their families. How can that translate into a dream wedding? Whether you are planning a small, intimate wedding or a lavish affair with hundreds of guests, Al-Jannat can take the burden of the planning and coordination of the wedding off your shoulders. From helping you to envision the theme or design for your wedding to cleaning up after the reception, we will be with you every step of the way. Throughout the planning process, we will act as your personal researcher, your spokesperson and your troubleshooter. Al-Jannat offers: o Full Wedding Coordination o Partial Wedding Coordination o Day of Wedding Coordination We can also offer a la carte services on an hourly basis, so we can customize our services to your specific needs and desires. Let Al-Jannat help you to create a distinctive and beautiful wedding that will delight you and everyone you care for.
b) Social events
Make the special occasions of your life truly memorable by engaging Al-Jannat to plan, coordinate, support and execute your special event. We can assist you to create a well-staged event for youre: Retirement party Birthday bash Graduation celebration Holiday party Family or class reunion Engagement party Private dinner party for a few intimate friends
From sophisticated to whimsical, large event or small, Al-Jannat will customize the planning of your special occasion to suit your budget and your aspirations. Perfecting the art of entertaining is our joy and our responsibility, allowing you to experience the moment to its fullest.
c) Corporate Events
Al-Jannat can provide invaluable assistance for your business as you conceptualize, organize and market your next special event. The success of your event can impact how you are perceived by your clients, your employees and the larger community. Think of the dollars spent on a special event for your business as an investment in your company. Al-Jannat will work within your budget to orchestrate an event that reflects positively on your business and that you and your co-workers will be proud of. We will apply our skills and resources to your event and you will benefit from the many positive relationships with vendors and the media that we have developed over the years. Whether you
are planning to sponsor a convention, an educational seminar, an awards ceremony, a benefit for charity or a spectacular party for your employees or clients, let Al-Jannat develop a plan to ensure that every aspect of your event is picture perfect.
d) Charity Events
With over 20 years of experience and achievement in the coordination of events for nonprofit organizations, the owner of Al-Jannat is perfectly equipped to assist you in making your charitable event a spectacular success. She has a special place in her heart for worthy causes and she particularly enjoys working with teams of enthusiastic volunteers. Fundraising is especially challenging in todays business climate due to the challenges of the current economy and fierce competition for charitable dollars. Your event needs to be well publicized, well organized and supported by generous sponsors to stand out from the myriad of other events vying for the publics attention. Moreover, you want your event to be a unique, fun-filled and personally satisfying experience for everyone who participates whether they are a volunteer, a donor or a customer. Whether you are a charity, a school, a church or another nonprofit organization Al-Jannat would like the
privilege of helping you to make your next event both profitable and impressive.
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5.2. Distribution
Our target markets are middle to upper-middle class families, couples, individuals, or private and public organizations. We chose these groups because they are most able to afford event planners, and have the least amount of time to spare for event planning in general. Families demand attention, employees are overburdened, and overwhelming detail needed to plan large events are too large a constraint to place on people not trained in the area of event planning. The fast pace of the world we live in leaves little time for extra things we would like to do, like plan events, parties, and social get-togethers. Al-Jannat fills the need by being available to take on the burden of planning so that people can spend time on more important things, like family
and friends. The demand for this service can only increase considering the rise in incomes, population, and need for interpersonal relations in the workplace. When marketing to individuals, the idea of releasing them from the task, freeing their time for family and friends, and the promise of a worry-free event are the buzz words and concepts. Our marketing is predominantly by word of mouth or visual connection to large events these individuals have participated in or worked at. When marketing to public or private organizations, the idea of greater efficiency for the money and a professional event without error would be the key concept. Groups, especially large ones, do not wish to deal with problems that arise due to oversight on their part. If the guarantee of worry-free, error-free events is available at a cost benefit to them, there really appears to be no better choice.
Event Co coordinat or
Entertainment Director Facilities supplier Security Safety Venue Management Sound Company Catering Company
As it functions currently, we see no gaps in the management of this organization. Should AlJannat grow beyond its estimated size; more positions in specialized areas will need to be added as well as additional site support and office assistance. To fill these positions, Al-Jannat is looking for energetic, teachable, detail-oriented persons who want the potential to grow and improve their skills within the organization. Al-Jannat want to be the best; therefore, they will hire those who want to succeed.
Year 1
Sales Direct Cost of Sales Other Costs of Sales Total Cost of Sales Gross Margin Gross Margin % Expenses Payroll Sales & Marketing & Other Expenses Depreciation Leased Equipment Utilities Rent Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBIT Interest Expense Taxes Incurred Net Profit Net Profit/Sales 56,044 146,013 0 0 5160 480000 0 0 204,277 106,804 106,804 406 25,535 80,8620 22.90% 5314900 41,8720 196 42,068 311,081 88.09%
Year 2
694,6700 58,507 203 58,710 435,960 88.13%
Year 3
854,7790 64,299 221 64,520 490,259 88.37%
63,310 68,400 0 0 7500 600000 0 0 135,010 200,950 300,950 279 72,161 1685100 46.19%
66,560 73,400 0 0 8000 720000 0 0 143,560 346,699 346,699 362 83,121 223,21600 60.45%
The break-even point for Al-Jannat is based on the assumption that we will produce 6 events per month in the initial year and the chargers vary with the kind of event. In the current situation, we average more than this assumption for our public and private organization events. These currently make up 4 of the 6 average events hosted per month.