Table of Contents

1.0 EXECUTIVE SUMMARY.........................................................................................3

2.0 THE BUSINESS PROFILE........................................................................................3

2.1 DESCRIPTION OF BUSINESS.........................................................................................3

2.2 TARGET MARKET AND CUSTOMERS..........................................................................3

2.3 GROWTH TRENDS IN THIS BUSINESS.........................................................................3

2.4PRICING POWER..........................................................................................................4

3.0 MANAGEMENT PLAN.............................................................................................5

4.0 COMMUNICATIONS................................................................................................5

4.1 COMPUTER AND COMMUNICATION TOOLS................................................................5

4.2 RESOURCE REQUIREMENTS........................................................................................5

5.0 ORGANIZATION AND INSURANCE:...................................................................6

5.1 BUSINESS ORGANIZATION..........................................................................................6

5.2 PROFESSIONAL CONSULTANTS...................................................................................6

5.3 INSURANCE.................................................................................................................7

5.0 PREMISES...................................................................................................................7

5.1 LOCATION CRITERIA..................................................................................................7

6.0 FINANCIAL PLAN.....................................................................................................7

6.1 EXPENSE FORECAST...................................................................................................8

6.2 MARKETING EXPENSES..............................................................................................8

6.3 E-COMMERCE EXPENSES...........................................................................................8

6.4 STAFF SALARY EXPENSES..........................................................................................9

6.5 SALES FORECAST.......................................................................................................9

6.6 INCOME FORECAST...................................................................................................10

7.0 E-COMMERCE.........................................................................................................10

7.1 E-COMMERCE BUDGETING.......................................................................................11

7.2 E-COMMERCE COMPETITION...................................................................................11

8.0 MARKETING PLAN................................................................................................11

8.1 THE COMPETITION...................................................................................................12

8.2 MARKETING OBJECTIVES.........................................................................................12

8.3 POSITIONING.............................................................................................................12

8.4 MARKETING MIX......................................................................................................12

8.4.1 Pricing..............................................................................................................12

8.4.2 Placement.........................................................................................................13

8.4.3 Advertising and Promotion Plans.....................................................................13

9.0 SWOT ANALYSIS....................................................................................................14

9.1 EXTERNAL ENVIRONMENT ANALYSIS-.....................................................................14

9.2 INTERNAL ENVIRONMENT ANALYSIS.......................................................................15

10.0 GROWTH PROGRAM..........................................................................................17

11.0 EXIT STRATEGY...................................................................................................17

12.0 Operational Plan......................................................................................................19

1.0 Executive Summary“Future Inn” is the high class student consultancy providing Company, having its business

throughout Pakistan. Our mission is to provide the customers best quality at reasonable prices.

The reason of our entrance in this field is that there is no one in this field through out the world

that are focusing on student consultancy. We have prepared its business plan with special

reference to Pakistan. We have prepared its financial plan, marketing plan and operational

plans over the basis of our forecasting. Our income statement shows that we can generate

enough profit in both current and future scenario. Our major focus is to provide consultancy

to students, parents and educational institutions.

2.0 The Business Profile

2.1 Description of businessWe plan to provide consultancy to students from nursery to higher education level that

which type of education they should receive to get maximum results from their abilities.

We will conduct different types of physical and psychological tests under the light of

which we will recommend best suitable field to our customers. Business will be

conducted through click and brick basis.

2.2 Target Market and CustomersOur customers will be individuals, parents and educational institutions. Business will

conducted on physical and electronic basis. First, we will conduct business within

Pakistan. Later, we will expand our business to other countries over the basis of our

research and development department.

2.3 Growth Trends in This BusinessOur idea is quite unique and also the dire need of the society. Researches show that

failure of a student in a particular field is either due to wrong selection of field or

imposition by parents to acquire particular field. So, to overcome this problem, our

business will gain prominent potential in the society.

2.4Pricing Power We can do generate maximum benefits from the society due to our first mover advantage.

But initially we will not focus on pricing power, as we are to create awareness of the

society towards our particular services benefits. For this sake, we will provide free

services to different institutions and also introduce discount chains. As soon as our

business receives reputation, we will revise our prices but still they will be in the reach of

average customer. Generally consultancy firms charge higher prices but we will charge

low prices due to following reasons

Low business operation expenses

Larger market; low price can generate enough revenue

Target market comprises of mainly lower middle class

Focus is to capture world over market

To provide maximum benefits to the society so that Pakistan could enjoy the

advantage of competent labour force

3.0 Management Plan

4.0 Communications

4.1 Computer and Communication ToolsWe plan to take advantage of all the computers and communication tools presently

available to establish ourselves on the same level playing field. Following are the

tentative specifications and budget for these equipments.

4.2 Resource RequirementsCommunications

All communications equipment is as following

Computers

Telephones

Facsimile

Networking

Budget for all communications equipments as

G.M

CFO (1)

MIS Officer(1)

Marketing Manager(1)

Finance Officer(8)

MIS Officer(2)

IT Officer(1)

Marketing officer(2)

Operations Officer(2)

Operation managers

(3)

Product Description Unit price (Rs.) No. of units Total (Rs.)

Computers P4, Core 2 duo (Intel),non

branded

20,000(Avg.) 55 1,100,000

Telephones CLI 500 12 6000

Fax machine Laser fax (sharp inc.) 3800 3 11,400

Networking Intranet, internet 20,000 3 60,000

Printers Hp:/printer/copier/scanner 20,000 3 60,000

Furniture - - - 200,000

Total 1,437,400

5.0 Organization and insurance:

5.1 Business OrganizationWe plan to form a limited company for our business. It is our intention to grow our

business into a larger firm with international relationships. The initial and ongoing costs

of operating as a company will be a necessary business expense. Also, since a properly

run company will afford our some limits of liability, we feel this is the right form of

business for us. We intend to depend on our attorney to handle all aspects of setting up

the company and maintaining proper corporate records.

5.2 Professional ConsultantsOur professional consultants for outsourcing will be as

Attorney

Accountant

Insurance Agent

Banks

E-Commerce Consultant

5.3 InsuranceWe plan to use the services of Adam Jee Insurance Company. Our insurance policies

and limits of coverage will be provided by insurance agent who will also provide us with

limits of liabilities. We will insure our business by analyzing its growth potential.

5.0 Premises

5.1 Location CriteriaDuring our start-up phase of approximately 3-6 months, we plan to acquire apartments in

famous universities or schools through the special co-operation of HEC (Higher

Education Commission) and government of Pakistan, as they are already proceeding such

kind of centers to promote education and brain drain to brain gain programmes. In this

way we will provide free consultancy to the students of these universities or institutions.

We are planned to acquire apartments in

The University of Punjab in Lahore

Karachi University in Karachi

Quaid-e-Azam University in Islamabad

We are very much sure that these mutual agreements will take place between our

company and these institutions, as many colleges provided spaces to computer centres

and they are successfully running their businesses. If we acquire places in these

institutions then we can do acquire enough space to test our customer’s mental and

physical abilities through simulation tests.

Our business will also be operated electronically. So customers can receive services from

any where through our website.

6.0 Financial plan

In financial plan, we will discuss monthly expenses, budget forecasted and break even

analysis.

6.1 Expense forecastThe expense forecast will be used as a tool to keep the department on target and provide

indicators when correction or modifications are needed for the proper implementation of

the marketing plan.

6.2 Marketing ExpensesMarking expenses include

Seminars

Personal visits

We will conduct seminars in different schools and universities. In these seminars

renowned educationist and head of institutions will be called. We will also visit many

institutions personally to tell about our plan.

Total cost that will be incurred in Marketing is Rs. 100,000.

6.3 E-Commerce ExpensesAs we are providing high quality products with customized and e-solutions, so our E-

commerce cost is

Approximately 100,000.This cost includes

Web designing & web hosting

Online transactions

Customer feedback

6.4 Staff Salary ExpensesOur salary expenses are 225,000.

Sr.no Designation No. of Employees Avg./ person Total (Rs.)

1 G.M & Chief Psychiatrist 1 200,000 200,000

2 Finance Managers 8 26250 210,000

3 Operation managers 3 20,000 60,000

Psychiatrist 5 80,000 400,000

Physicians 6 37,500 225,000

Educationist 6 43,000 260,000

Office boy 3 6000 18,000

Security guards 3 6000 18,000

Sweepers 3 5000 15,000

PRO 3 10,000 30,000

4 Marketing 3 15,000 45,000

5 MIS 4 18,750 75000

6 R&D* 3 - -

Total 48 1,556,000

*Chief Psychiatrist, Chief Physician, Chief Educationist will be appointed honorary in

that department.

6.5 Sales ForecastWe expect that at initial stage of our businesses we will attract 2600 students in all three

centres. They are described as following:

Lahore =800 students

Karachi =1000 students

Islamabad =800 students

We will charge Rs. 999 per case.

6.6 Income Forecast

Sales Amount (000)

2600*999 2597.4

Gross income 2597.4

Operating expenses

Admin. Expenses (50)

Salary expenses (1556)

Marketing expense (100)

Outsourcing expenses

E-commerce expenses (100)

Legal consultancy (20)

Accounting consultancy (15)

Other expense

Interest expense (12% or 3%)* (360) (90)

Net profit before tax 396.4 666.4

less: (tax 15%) (59.46) (99.96)

Net profit after tax 336.94 566.44

*12%= If government does not finance

3%= If government finances

7.0 E-Commerce

A website focusing on business-to-business and business-to-customer E-commerce will

be an important tool in our overall marketing program. We plan to build and install the

www.futureinn.com website, which we will register by our IT consultants. This will

permit our customers to have access to our products and order (and reorder) services via

this website. We are planned to hire “Netsole” E-Commerce Consulting Company to

design, install and maintain this site.

The features of the www.futureinn.com site will include:

It will be easy to use with good navigational features and prompt loading

The site will provide useful content including detailed information about all

items in our product line

Purchasing procedures on a B-to-B and B-to-C basis will be designed and

implemented.

We intend to use the site to generate client feedback to help improve every aspect of our

product line, operation and business procedures.

7.1 E-Commerce Budgeting The budget for design, implementation and start-up of the E-Commerce site will be Rs.

100,000. This is based on a firm contract with “Netsole” E-Commerce Consulting

Company.

7.2 E-Commerce CompetitionThe use of business-to-business and business-to-customer e-commerce has become

standard in today’s business and is an important marketing tool. We are pioneer in this

business. So, we do not feel any intense competition in near future. Even though, we keep

in mind that our competitors will come into the market by analyzing our success. For this

sake, we will continue to upgrade our business on continuous basis.

8.0 Marketing Plan

We plan to focus all initial marketing efforts on introducing our business to our esteemed

community and establishing a brand name that could depict quality. We will personally

be responsible for the contacts with the appropriate customers. Initially our price

structure will be based on a minimum price and free sample tests, so that we could catch

more and more customers and introduce our business and its benefits well to our potential

customers. Later on, we will increase price of our services. But still these prices would be

lower, as our business is fully based on lower price strategy.

8.1 The CompetitionWe will enjoy first mover advantage in this business. Our monopoly will provide us

opportunity to concentrate more on our business than making expenses on advertising to

compete our competitors in the market. These savings from advertising will help us to

increase our revenue. But we can not enjoy these benefits in long run because our

business success will certainly call new entrepreneurs in the business. At this stage our

early savings will help us to depict our business better than our competitors.

8.2 Marketing Objectives Maintain positive strong growth

Achieve a steady increase by market penetration

To reduce the administrative cost

8.3 PositioningWe will position ourselves as a world class education consultancy providing firm. This

positioning will be achieved by leveraging our firm competitive advantage; innovator and

passion to produce high quality, cost effective services. Its management is able to use its

new ideas to sustain long run growth and changing market strategies according to the

market situation.

8.4 Marketing mixMarketing mix is a set of tools that is used to pursue the marketing objectives. These

tools are known as 4 P’s: price, place, promotion, and products.

8.4.1 Pricing Price is one of the revenue generating elements of the traditional marketing mix and price

premiums are one of the most important equity benefits of creating brand awareness and

strong, favorable and unique brand associations. To set the price consumer perception

and value of the product should be kept in mind. So our firm will use the price

penetration strategy.

8.4.2 Placement The manner by which a product or service is sold or distributed can have a profound

impact on the resulting equity and ultimate sales success of a brand. So the marketing

channels are defined as "sets of interdependent organizations involved in the process of

making a product or service available for use or consumption."

Channel strategy involves the how many channels are being used for the distribution of

product or service and how much convenient they are? We have two channels for the

distribution of our services. These are as:

Our service centers located in three major cities

Electronic mode will also be used to distribute our services

8.4.3 Advertising and Promotion PlansShort Range Plan (6 to 12 months)

Initially our advertising and promotion will be done on an entirely personal basis without

any budget for paid advertising. It is quite unique idea, people certainly will require

personal visits to receive know how about the business. We will conduct seminars in

different schools and universities. In these seminars renowned educationist and head of

institutions will be called. In this way, we can better depict and introduce our business.

We can also limit our advertising budget to personal travel expenses in making these

presentations and follow-up presentations. Firstly, these seminars will be conducted in

three major cities i.e. Lahore, Karachi and Islamabad.

Mid Range Plan (12 – 36 months)

To establish brand recognition at the services level, we plan to budget 2.5% of our

revenue. We will know advertise our business at cable network and billboards in three

major cities. We will solicit presentations from local advertising agencies.

Long Range Plan

We plan to aggressively build brand recognition and loyalty by budgeting 5% of sales,

which will be allocated between cable network ads, famous TV channels, in trade

journals, newspapers and bill boards. Now we will focus whole Pakistan market.

Services

We plan to provide consultancy to students from nursery to higher education level that

which type of education they should receive to get maximum results from their abilities.

We will conduct different type of physical and psychological tests under the light of

which we can recommend best suitable field to our customers. Business will be

conducted through click and brick basis.

12.0 Operational Plan

9.0 SWOT Analysis

9.1 External environment Analysis-Opportunity matrix

1. We develop innovative products by the experienced and qualified staff

2. We enhance our overseas operations to capture foreign markets

3. Capitalizes world economy

4. We develop CRM System

Hi Low

HI

Hi

Low

Threat Matrix

1. Our major threat is that how much our tests are reliable

2. Competitors develop superior system

3. Customer’s financial weakness may affect our business success

4. Major prolonged economic depression

Hi Low

Hi

Low

Success Probability

Att

rac

tiv

ene

ss

1

43

2

Probability of occurrence

Ser

iou

snes

s

1 2

43

9.2 Internal environment Analysis

Performance Important

Marketing Major

Strength

Minor

Strength

Neutral Minor

Weaknes

s

Major

Weaknes

s

Hi Med Lo

w

Company

Reputation

Market

Share

Customer

Satisfaction

Customer

Retention

Service

Quality

Pricing

Effectivenes

s

Distribution

Effectivenes

s

Promotion

Effectivenes

s

Geographic

al coverage

Finance

Availability

of capital

Cash flows

Financial

Stability

Services

Facilities

Economies

of scale

Organizati

on

Visionary,

capable

leadership

Dedicated

Employees

10.0 Growth Program

Once our business has been established we plan to implement the following growth

strategy. We anticipate it will take approximately 2-5 years to gain sufficient experience

and level of profits before any expansion plans are implemented.

Our growth strategy will be guided by the following:

We will not set an inflexible timetable for expansion but will wait until a sound basis of

experience, earnings and cash flow is achieved. Accounting and cash flow controls will

be in place with profit and loss statements prepared for each centre on a monthly basis.

Internal controls for accounting and money handling will be in place.

11.0 Exit Strategy

We have three options available for us to safe exit. These three options are as following:

We can sell our business if better option available

We can convert our business to patient’s physic and psycho analysis centre if our

business fails

We can joint venture with well reputed organization to strengthen our operations

globally