Entrepreneurship Management

PRESENTED BY:
Ankita Paul
Kumud Thakan
Manish Maharshi
Payal Mahant
Rachna Singh
Dft-6
Contents

• Introduction
• Scope
• Marketing Plan
• Target Market
• Market Demographics
• SWOT Analysis
• Financial Plan
Introduction

• Pottery is the ceramic material which makes up pottery wares

• The art of pottery differs from region to region and the skills of the
potters of different localities across India.

• Presently the pottery sector involves the upper middle class people
who earn their livelihood just by making and selling of the pottery
artifacts and utensils.
Introduction- About the start-up

• Our start-up is mainly focused on connecting appreciators of art

and design with creators of uniquely designed handmade works.

• First we will open our own outlet shop in the market.

• Then we will try to connect with different art lovers and know
their desires of art.

• We will take orders directly from them and proceed them to the
creator of this art, i.e., the potters.
• We will provide them with the information of how many articles
are to be made.

• They will complete the work and report the articles to our outlet.

• And finally we will supply them to the one who ordered them.
Scope

• Pottery artisans will work in large factories, workshops or

studios.

• Wider target market through online selling.

• Bringing the skills of potters at a wider levels

• Supplying crockery and earthenware to a number of 5 star

Hotels and restaurants.
Marketing Plan

• Target Market: Many consumers settle for cheaper pottery items

that are mass produced. Those who produce hand made pieces
appreciate the time and skills that goes into each creation and are
willing to pay a little extra for their one of a kind piece.
Promotional Activities:

Summer camp.

Consignment.

Fairs and Art Shows.

Open House.

Social Media.

Custom Service.

Pricing.

Distribution.
• Target Markets

Gifts Purchasers:55%

End Consumers:45%
Market Demographics
• Geographic
• The immediate geographic area is the various cities of Rajasthan and
Delhi in north with a population of 18.6 million.
• We will be providing our services in areas of Rajasthan attracting
tourists and the rest will be online selling across India through our
websites and promotions.
• The total target is estimated at 41,341.

• Behavior Factors
• Appreciates and collects arts and crafts.
• Is willing to pay extra for things that are appealing.
• Have an artistic flair, or wish they did.
• Values handmade items relative to mass produced goods.
SWOT Analysis
• Strengths
• Strong relationships with raw material vendors.
• A partially taught, primarily instinctual, eye for art and up and coming
styles inducing the ancient intricate designing skills of artisans.
• An efficient style for construction of earthen pieces, decreasing the
labor costs per piece as well as meeting artisan demands and customer
satisfaction.
• High customer loyalty and referral rate

• Weaknesses
• The brand lacks brand equity.
• A limited marketing budget to develop brand awareness.
• The struggle to grow the business while at the same time attending to
all of the day-to-day activities.
• Opportunities
• Participating in a market niche that is growing at a faster rate than the
larger general ceramics market.
• Increased sales opportunities from various online promotions on social
media and various social activities and pottery workshops as a part of
promotions.
• The ability to increase the profit margin as variable costs are decreased
due to operating efficiencies and fixed costs is quite at lower scale.

• Threats

• Quality control problems with the raw materials that could render an
entire batch of products ruined.
• The continued decrease in the cost of dishwashers making it
conceivable that handmade dishware will have to be washed by hand.
• The unbreakable term cannot be introduced in our products and that
can be major disadvantage.
Financial plan- 1st month sales forecasting
Items Units Price Total cost

Pots 1000 30 30,000

Vessels 800 80 64,000

Decorative Jugs 700 80 56,000

Piggy banks 500 40 20,000

Crockery utensils:-
Plates 3000 15 30,000
Cups 15 30,000
Bowls 20 40,000
Home décor 500 120 30,000

Total 6500 400 3,00,000

Financial plan- Initial expenses
Initial requirement Approximate cost
Promotional activities:-
Social media -----
Workshop 40,000
Outlet shop (Rent) 60,000
For outlet shop:-
Table 15X500 = 6500
Chair 30X500 = 15,000
Showcases 6X1000 = 6000
Telephone 1X3000 = 3000
Computers 2X10,000 = 20,000
Electricity bill 2000
Workers/Potters 30/pcX6500 = 195,000

Website Self made

Total 3,47,000
Initial 1st month profit/loss

• Sale forecasting = Rs. 3,00,000

• Initial expenses = Rs. 3,47,000

• Thus,

Income = 3,00,000-3,47,000

= -47,000

i.e. there is a loss of 47 thousand in the 1st month.