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Table of Contents

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

Chapter One Introduction


Al-Jannat is a small business designed to meet the needs of the ever changing social world. Peshawar is the current home with plans to expand to branch offices within coming years. AlJannat' staff of Five, with numerous contract vendors, plans events, writes event-planning products, and trains area students in the art of event planning. Al-Jannat is invested in the community it resides in. Al-Jannat is, in part, the answer to demands of the social world, on the working family, heavilyburdened office, out-of-town business, or special occasion in need of special recognition. As a business, we understand the needs of public and private organizations. As parents and family members, we understand the needs of setting special time apart from other events in our lives. Al-Jannat strives to accomplish these goals, in Peshawar and eventually other major cities of Pakistan. Al-Jannat is established as a partnership firm with the intention of selling the business when it is established to one of the employees invested in the vision of event planning. All aspects of the business will be documented to ensure clients can count on the same results every time. It is these documents that will become the basis of ownership. Al-Jannat is, although young, draws from the age-old tradition of going above and beyond what is expected, every time. Our systems for event planning have been drawn up, evaluated, practiced, worked, and reworked to ensure the maximum efficiency while minimizing the possibility of error. We employ local vendors who have the same desire to be the best at what they do, while providing un-matchable services. Thus, we give back to the community by providing jobs outside of our organization. We encourage new and upcoming small businesses

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.

Chapter Two Company Outlook

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

Chapter Three Market Status


3.1. Industry Analysis
Al-Jannat is in a unique position of competition. We compete against hotels with conference facilities, conference centers, other event planners both on the large and small scale, persons within an organization who are assigned the task of organizing an event, and people who wish to organize their own events without the benefit of assistance. The benefits and drawbacks of each of our competitors as compared with the services we offer are hardly a match in quality and price.

3.1.1. Hotels and Conference Centers


Strengths: On-site facilities, equipment, and support staff. Ability to transport and house persons for overnight stays. Able to internalize costs of transportation and equipment. Weakness: Often very expensive, impersonal, rely on unskilled labor for support staff. The error rate is high due to high volume and traffic from other events happening at the same time.

3.1.2. Other Event Planners


Strengths: Have been in the market longer, have established a reputation and client base. Weakness: Reputation precedes them, no systems-based businesses designed to produce consistent results; focus on smaller events, specialized events are main focused rather than all events; do not have the supporting products to market with, or instead of, event planning services.

3.1.3. Employees or Persons wishing to do it themselves


Strengths: Internalized cost of planning the event; able to add tiny personalized touches that have meaning within the group or family. Weakness: Consumes time that could be spent on other things; don't have access to the best prices, services, and other needed resources available.

3.2. Pricing Comparison


The prices of our services are very competitive. As a new business we are offering lower prices up to 15% less than our competitors and providing the excellent services to meet the challenges and market acceptability.

3.3. Key Success Factors in Industry


Our keys to success include the commitment to quality by every person who is part of the team. Each of us will be responsible to push ourselves to a higher level of professionalism in three areas: Consistent, accurate fulfillment of the client's wishes. Competitive pricing for the quality of services offered. Significant profit made on each event planned.

3.4. Purchase Criteria


The procurement personnel make agreements with vendors on the following basis:
1) 2) 3) 4) Pricing Attribute Quality Attribute Reliability Delivery

3.4.1. Pricing Attribute


Whenever make purchase agreements this factor is, especially, considered more important whether prices are High/Low or Under Pricing/Over Pricing by the vendors according to the market rates.

3.4.2. Quality Attribute


The quality is another factor which cannot be ignored. Al-Jannat define standards of quality that do not compromise to purchase anything which is sub standard.

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

Media Gurus Jawad Plaza University Road, Peshawar, Pakistan

Sagar Event Planners Opposite Faqir Abad Tanna, Charsadda Road, Peshawar

Green Shadi Hall Peshawar Cantt, Pakistan

Ali-Baba Wedding & Event Planner Gul Bahar No 4, Peshawar, Pakistan

Chapter Four Objectives and Strategies


Al-Jannat is a small business aimed at the big time. In order to reach its lofty goals, Al-Jannat must focus on the mission behind the vision. It takes all the employees, owners, founders, and vendors daily living the vision that Al-Jannat represents. The vision manifests itself in three ways: Be one of the top event planning specialists in Peshawar. Justly compensate the employees, owners, and founders of The Conventioners. Produce the same quality results, every time.

4.1. Competitive Strategies


We will follow the differentiation strategy seeks to build customer loyalty by positioning our services in unique and different in fashion. Our organization can improve its service performance; reduce the customer cost. It has a potential to differentiate. We follow focus strategy in which our organization selects one or more market segments identifies customers special needs, wants, interest and approaches them with a good service designed to excel in meeting those needs wants and interest. We have ability to identify the changing needs of our target customers group and to develop the skills required to serve them.

4.2. Market Segmentation


The breakdown of the market for event planning falls in a wide, very diverse grouping. Individuals as well as organizations demand the services we provide. In order to provide the

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.

4.3. Private Organizations and Businesses


Private organizations make up the single largest portion of Al-Jannat client base. Private organizations such as businesses, corporations, and political parties host the most events on the largest scales; therefore, these events generate larger revenues per event. The majority of larger scale holiday functions falls under this segment.

4.4. Public Organizations


Government agencies host many events every year. Al-Jannat hopes to alleviate the pressure of event planning for public employees. The second single largest segment, the public sector, can save money and give back to its community at the same time. These events are moderate in scale with middle to low revenues generated. Emphasis is placed on the visibility of the event for public viewing. The majority of organizational family functions will fall under this segment.

4.5. Age Breakdowns


Under 24: Persons under the age of twenty-four (24) using an event planner are rare at best. We hope to tap the early college graduates who have begun their professional careers but have not yet started their families. These events will focus mainly on themes with moderate to high energy appeal. The revenues generated will range from moderate to high, depending on the event. The majority of weddings will fall into this segment. Ages 25-55: The persons that fall into this age group are employed, middle to upper-middle class families. The reason they choose event planners is they are too busy to do it themselves.

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. Target Products/ Services


Although Al-Jannat is primarily a service business, we also offer products to aid our customers in planning the event themselves. The following products are tools used inside our operation for the best possible results:

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.

Chapter Five Sales Plan

5.1. Market Segmentation Forecasts


During sales forecast, we have analyze the market trends of Peshawar and then on the basis of these trends we have forecasts the sales in each segment present in the market. It is only forecasts which are estimates and the original sales can be following below or above the estimates.

Market Segments (Sales) 1) Private Organizations and Businesses 2) Public Organizations

1 Year 9450000 525000

st

2 Year 11434000 634000

nd

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.

Chapter Six Organization of our Company


6.1. Administration
The management team within Al-Jannat will be small in the beginning. The primary employees are the founder, who plans events, then contracts with caterers, decorators, disc jockeys, and bands to fill out the event. A contract labor site manager will be on hand to work the events as a liaison and vendor coordinator. Thus, there are 5 main employees with various levels of vendors. When Al-Jannat reaches its expansion goals, each office will have one to two event planners, an office assistant, two to three site managers for the events, and a product and marketing specialist. This team will function as one with constant communication through weekly staff meetings, email, and message boards. All jobs are interrelated. The performance of one affects the performance of the others; therefore, each team member expects nothing but the best from each other.

Event Co coordinat or
Entertainment Director Facilities supplier Security Safety Venue Management Sound Company Catering Company

Fig: Organizational Structure of The Conventioners

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.

Chapter Seven Financial Plan


Service-based businesses require little funds to start-up, and as they grow and expand, less funds to maintain. The financial plan gives Al-Jannat a quicker break-even point and increased profit margins from the start. As Al-Jannat grows, the debt-free philosophy will be maintained until it is impossible to function during growth periods without financial assistance. It is the wish of the founders to remain a debt-free establishment. However, recognizing that in reality not all variables are controllable, outside financing is a viable option. Both founders own homes and have a perfect credit rating. 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.

7.1. Projected Profit and Loss

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%

7.2. Break-even Analysis


The break-even point will appear more rapidly for Al-Jannat than for other types of home-based businesses. Start-up costs are limited to minimal equipment, there is little staff to pay in the beginning, and contracted companies will handle any additional equipment required for the planned events.

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.