WEB BASED ASTROLOGY CONSULTATIONBUSINESS PLAN PROJECT

AJAL JOSE AKKARA WEB 52

ASTROLOGY: AN INTRO

THE BUSINESS CONCEPT

• SOCIAL NETWORK BASED ASTROLOGY CONSULTATION ( THROUGH SKYPE/ GOOGLE HANGOUT / FACEBOOK/ WHATSAPP) FOR BUSY PEOPLE WHO DO NOT GET TIME TO MEET AN ASTROLOGER

• CONNECTIVITY TO A FEW MAJOR CITIES WITH 5 TO 10 LAKHS OR ABOVE POPULATION AND HIGH INTERNET PENETRATION

• THE MEDIUM WE USE WILL BE ENGLISH.

INDUSTRY• ACCORDING TO TIMES OF INDIA DATED FEBRUARY 3, 2011 (HTTP

://TIMESOFINDIA.INDIATIMES.COM/INDIA/ASTROLOGY-IS-A-SCIENCE-BOMBAY-HC/ARTICLESHOW/7418795.CMS), BOMBAY HIGH COURT DISMISSED A PIL FILED BY JANHITH MANCH AND DECLARED THAT ASTROLOGY IS A SCIENCE.

• ASTROLOGY WAS MENTIONED IN VEDAS AND PURANAS THAT DATES BACK TO AROUND 5000 BC.• AS PER AN ARTICLE BY SOMA WADHWA IN THE OUTLOOK IN 2004, ASTROLOGY IS ONE OF THE

FASTEST GROWING INDUSTRIES IN INDIA WITH CASH FLOWS OF MORE THAN RS.40000 CRORE• STEADILY GROWING MARKET. INR 45000 TO 50000 CRORE CASH FLOW IN 2015• METHODOLOGY OF APPROACH DIFFERENT FROM ASTROLOGER TO ASTROLOGER- PURE ASTROLOGY

TO NADI JYOTHISHA TO PALMISTRY TO PRASHNA• CLIENTS OF ALL AGE GROUPS• SOFTWARE PACKEGES DEVELOPED – JAGANNATH HORA, SOULMATE, LIFE SIGN , START CLOCK ETC

BUSINESS• VISION• TO HELP OUR CLIENTS KNOW THEIR FUTURE AND MILESTONES IN THEIR LIFE • TO BE THE BEST FIRM IN THE ASTROLOGY BUSINESS WITH ACCURATE , TIMELY AND CUSTOMIZED

PREDICTIONS.• EARN A REPUTATION AS A GOOD ASTROLOGY FIRM WITH A CONCRETE CLIENT BASE • MISSION• MEGASTAR ASTRO CENTRE IS DEDICATED TO PROVIDE HIGH –QUALITY, ACCURATE AND CUSTOMIZED

ASTROLOGICAL READINGS TO CLIENTS THAT HELP THEM MEET THEIR CAREER GOALS , AND BUILD A BETTER AND HAPPIER FAMILY LIFE. WE WILL WORK TO UNDERSTAND THEIR NEEDS AND REQUIREMENTS AND TAILOR OUR SERVICES ACCORDINGLY, FOLLOW UP ON THE QUALITY OF OUR SERVICES AND PROVIDE SOLUTIONS WHEN AND WHERE REQUIRED. FOR MOST PEOPLE ACROSS THE WORLD FORTUNE TELLING HAS BECOME SCEPTICAL , OUR MISSION IS TO SPREAD AN AWARENESS LIKE HOW YOGA HAS BECOME. HENCE WE WILL TAKE OUR FEES ONLY IF THE CLIENT IS HAPPY. OUR MOTIVE IS TO GIVE CLEAR ANSWERS TO QUERIES AND ALSO NOT TO DE-MOTIVATE OUR CLIENTS. AMBIGUOUS ANSWERS WILL NOT BE GIVEN .

BUSINESS (CONTD……)• THIS BUSINESS IS SERVICE ORIENTED • HEAVY INVESTMENT ON HUMAN CAPITAL• USE THE PLATFORM OF SKYPE / GOOGLE HANGOUT/ FACEBOOK / WHATSAPP TO

CONNECT WITH THE CLIENTS. THE ASTROLOGER AT INDIAN SIDE USUALLY ASKS FOR SOME DATA LIKE DATE OF BIRTH, TIME OF BIRTH , PLACE OF BIRTH BEFOREHAND BY E-MAIL AND ANALYZES THE HOROSCOPE BEFORE ONLINE VIDEO CONNECTION IS ESTABLISHED. IF THE CLIENT WANTS A PALM READING ALSO, THE PHOTO OF HIS PALM ALSO IS NEEDED.

• ON ESTABLISHING THE VIDEO CALL, HE EXPLAINS HIS OBSERVATIONS ON THE HOROSCOPE AND ITS VARIOUS ASPECTS TO THE CLIENT AND GIVES HIM /HER SOME TIME TO CLARIFY DOUBTS. THE INTERPRETER TRANSLATES AND MEDIATES.

• WE CAN EITHER ARRANGE THE INTERPRETER AND THE CLIENT IN ONE ROOM OR HAVE A CONFERENCE CALL. FACEBOOK AND WHATSAPP CANNOT MAKE CONFERENCE CALLS. IF THE TRANSLATOR AND THE CLIENT ARE IN DIFFERENT PLACES SKYPE OR HANGOUT ARE TO BE USED.

BUSINESS (CONTD……)• THE FIRM WILL BE LOCATED IN KAKKANAD, A SUBURB OF KOCHI.• WE PLAN TO RENT A SMALL VILLA, ONE WITH TWO BEDROOMS. SINCE THE BUSINESS IS

CONDUCTED ONLINE ONLY, THE LOCATION NEED NOT BE PRIME AND HENCE WE CAN SAVE ON THE RENT .

• THE SPACE SHOULD BE ENOUGH TO ACCOMMODATE 6 / 7 PEOPLE AND AN EQUAL NO OF CHAIRS , TABLES AND LAPTOPS/DESKTOPS.HIGH SPEED INTERNET CONNECTION PREFERABLY OPTICAL FIBRE CONNECTIVITY WILL BE PROVIDED.

• THE STAFF INCLUDE 2 ASTROLOGERS, A SECRETARY FOR KEEPING TRACK OF APPOINTMENTS AND A PEON FOR MENIAL JOBS FOR THE FIRST YEAR.

• WE PLAN TO HIRE ONE ASTROLOGER PER YEAR .• THE REMAINING SPACE WILL BE UTILIZED WHEN WE START THE CLASSES. WE PLAN TO START THE

CLASSES FROM THE SECOND YEAR. • WE WILL HIRE ONE MORE VILLA WITH 3 BEDROOMS FOR PROVIDING ACCOMMODATION FOR THE

STUDENTS. • WE ALSO PLAN TO PROVIDE BIRTH STONES BASED ON A PERSON’S HOROSCOPE AND AMULETS

FOR THEIR SPECIFIC PROBLEMS

MARKET ANALYSIS & MARKETING PLAN• SWOT ANALYSIS• 1.STRENGTHS• 1.WE EMPLOY ASTROLOGERS WHO HAVE QUALITY THAT MEETS COMPANY STANDARDS , FOR THIS A VERY

TOUGH TRAINING TESTING METHOD WOULD BE USED. • 2.WE HAVE THE FIRST-COMER ADVANTAGE IN THE FIELD• 2.WEAKNESSES• 1.THE BUSINESS IS SOLELY BASED ON HUMAN CAPITAL. HENCE IF A COMPETENT PERSON CANNOT BE FOUND,

WE WILL HAVE TO KEEP THE SLOT VACANT RATHER THAN POSTING A MEDIOCRE PERSON.• 2.INDIVIDUAL EXPERTISE ONLY CAN BE UTILIZED AND THIS CANNOT BE CAPTURED EASILY ON SOFTWARE • 3.OPPORTUNITIES• 1.STOCK MARKET /TRADING ANALYSIS• 2.PROPERTY ANALYSIS• 3. CAREER SELECTION• 4.THREATS• 1.MANY NEW ONLINE ASTROLOGY CENTRES MANAGED BY SINGLE ASTROLOGERS ARE COMING UP IN INDIA• 2. ONLINE ASTROLOGY CENTRES ALREADY IN PRACTICE IN THE WESTERN COUNTRIES .

PESTEL ANALYSISPolitical Political instability, if exists, can help the business

positively . In stable political situations, it has no impact

Economical Downward economy has a positive impact . People who has their bad times/ businesses turn to astrologers more for help and advice

Social The more socially elite people consult astrologers more

Technological In technologically advanced countries, more people has access to internet and hence the beneficial to this business

Ecological No Impact

Legal No legal framework that bans astrologers from practicing. Hence no impact.

7 P’S OF MARKETING

PROMOTION• WE PLAN FOR A WORD-OF-MOUTH PUBLICITY UNTIL A CLIENT BASE IS FORMED. • SMALL ADVERTISEMENTS IN INTERNATIONAL MAGAZINES WILL BE GIVEN. • WE WILL ALSO UTILIZE SOCIAL MEDIA (FACEBOOK,TWITTER , YOUTUBE ETC) FOR

ADVERTISING.• WE WILL UPLOAD VIDEOS ON YOUTUBE GIVING DETAILS , LIKE WHAT IS ASTROLOGY , WHAT

CAN YOU EXPECT , AND OTHER SUCH ASPECTS.• THE INTERPRETER WILL GIVE WORD-OF-MOUTH PUBLICITY AT HIS/ HER HOMETOWN THROUGH

HIS/HER FRIENDS AND FAMILY MEMBERS. WE TRY TO BUILD UP A LOYAL CLIENT BASE INITIALLY. • WE CAN ALSO USE THE HELP OF THE ASTROLOGERS WE HAVE RECRUITED. THEY TOO CAN

PITCH IN AND SPREAD A WORD TO THEIR EXISTING CLIENTS WHO IN TURN CAN TALK TO THEIR FRIENDS AND RELATIVES ABROAD.

• SECOND STEP IS TO DISTRIBUTE FLIERS AND BROCHURES IN MELAS AND EXHIBITIONS WITH THE NAMES AND DETAILS OF OUR INTERPRETERS THROUGH WHOM WE COULD BE CONTACTED.

• COLOURFUL BROCHURES WITH TESTIMONIALS FROM OTHER CLIENTS NEED TO BE PREPARED.FEW BROCHURES CAN BE CIRCULATED IN THE HOTELS/ RESTAURANTS FREQUENTED BY TOURISTS.

DESIGN AND DEVELOPMENT• COMPACT AND ACCURATE ASTROLOGY CONSULTATION WITH SOLUTIONS TO THE CLIENTS’ PROBLEMS. • WE USE THE BEST ASTROLOGERS IN THE FIELD AND LATEST SOFTWARE .• WE CAN GIVE 4 ONE TO ONE AND HALF HOUR CONSULTATIONS PER DAY PER ASTROLOGER WITH A FEE

OF RS.6000/-. • WE PROVIDE BIRTHSTONES AND AMULETS• AS A FUTURE PLAN WE CAN GIVE AN INTEGRATED TWO-MONTH COURSE ON ASTROLOGY, PALMISTRY,

REIKI , YOGA AND VAASTHU WITH MAIN FOCUS ON ASTROLOGY FOR FOREIGN NATIONALS ONLY. • ONLY 5 STUDENTS PER YEAR AT A RATE OF ONE LAKH FIFTY THOUSAND PER COURSE.• PROVIDE THEM WITH AN EXTENSIVE EXPOSURE TO ASTROLOGY. AFTER THE COURSE, THE ATTENDEES WILL BE

FULLY EQUIPPED TO PRACTICE ASTROLOGY . • ATTENDEES WILL BE PROVIDED ACCOMMODATION AND FOOD DURING THE COURSE

• WE CAN CARRY OUR NAME AND AFFILIATION IN FOREIGN COUNTRIES THROUGH OUR STUDENTS . • WE CAN ALSO ORGANIZE PROGRAMS AT TOURIST LOCATIONS AND YOGA AND AYURVEDIC TREATMENT

CENTRES SPECIALIZED FOR HEALTH TOURISM. WE CAN DISTRIBUTE FLYERS AT HOTELS, RESTAURANTS AND RESORTS.

• WE WILL SEND DIRECT MAILS TO LARGE COMPANIES. MANY COMPANIES / INDUSTRIES CONSULT ASTROLOGERS ON A NEW PRODUCT LAUNCH OR EXPANSION PLANS. WE CAN PROVIDE THEM EXCLUSIVE ASTROLOGY SERVICES AT PREMIUM RATES.

DESIGN AND DEVELOPMENT (CONTD…)• THE FIRM WILL BE REGISTERED AS A PROPRIETORSHIP IN THE MAIN

ASTROLOGER’S NAME. (HE WILL BE THE SOLE PROPRIETOR.)• MANAGED BY A PERSON WHO IS WELL KNOWN AS AN ASTROLOGER AND ONE

ASTROLOGER WORK UNDER HIM.• A PART-TIME FINANCE MANAGER , AN OFFICE ASSISTANT FOR TAKING

PRINTOUTS, KEEPING TRACK OF CONSULTATIONS ETC AND A PEON FOR MENIAL JOBS .

• WHEN THE CLASSES START WE WILL HIRE TEACHERS FOR YOGA, REIKI AND VAASTHU ON CONTRACT BASIS.

OPERATION AND MANAGEMENT• TWO LAPTOPS (EACH COSTING APPROXIMATELY 15,000/- ) WITH BUILT IN WEBCAM AND

SPEAKERS AND ONE PRELOADED WITH ASTROLOGICAL SOFTWARE PER ASTROLOGER. • A HIGH SPEED INTERNET CONNECTION, PREFERABLY AN OPTICAL FIBRE

CONNECTIVITY . FOR OF CONNECTION, THE INSTALLATION CHARGE AND PURCHASE OF MODEM WILL COME TO AROUND INR ONE LAKH AND MONTHLY RENTAL CHARGES WILL ALSO BE INR ONE LAKH.

• CONSULTATIONS ON PRIOR APPOINTMENTS ONLY. • WE WILL GIVE ADVERTISEMENTS IN THE SOCIAL MEDIA NETWORKS AND POPULAR

INTERNATIONAL MAGAZINES FOR RECRUITING THE INTERPRETER. • THE MAIN JOB OF THE INTERPRETER WILL BE TO DO THE ADVERTISING AND SCHEDULING OF

CONSULTATIONS ABROAD .HE/SHE , AFTER CONFIRMING CONVENIENT TIMES OF BOTH THE ASTROLOGER AND CLIENT, WILL FIX A TIME.

• HE/SHE WILL ALSO COLLECT THE BASIC DETAILS LIKE DATE, TIME AND PLACE OF BIRTH FROM THE CLIENT AND SEND IT TO THE ASTROLOGER THE DAY BEFORE ITSELF.

• THE ASTROLOGER WILL LOOK INTO HIS HOROSCOPE. WHEN THE CLIENT IS ONLINE ALONG WITH THE INTERPRETER, THE ASTROLOGER WILL EXPLAIN TO HIM/HER THE FINDINGS AND SUMMARY OF HIS HOROSCOPE FOR THE FIRST HALF-AN-HOUR. THEN THE CLIENT CAN ASK DOUBTS AND SPECIFIC INFORMATION HE NEEDS.

• THE CLIENT MAY OPT FOR PALM READING ALSO. IN THAT CASE, THE INTERPRETER TAKES A PHOTO OF HIS PALM AND SENDS IT ALONG WITH OTHER DETAILS.

OPERATION AND MANAGEMENT (CONTD…)• INITIALLY WE ARE AIMING TO GIVE CONNECTIVITY TO A FEW MAJOR CITIES WITH 5

TO 10 LAKHS OR ABOVE POPULATION AND HIGH INTERNET PENETRATION.• IF THE CLIENT NEEDS GEMSTONES, HE HAS TO GIVE THE 50% OF THE PRICE ON

ORDERING. • WORN AS RINGS ON SPECIFIC FINGERS INSTRUCTED BY THE ASTROLOGER.• WE WILL SET IT IN SILVER/ BRONZE/ ANY OTHER METAL HE DESIRES AND SENDS IT TO

HIM VIA PROFESSIONAL COURIER SERVICES AS CASH-ON-DELIVERY . • PRICES OF GEMSTONES VARY DEPENDING ON THE QUALITY, COLOUR AND SIZE. • WE BUY BEST QUALITY GEMSTONES FROM JAIPUR AS THE CLIENTS ORDER IT. THE WHOLE

PROCESS OF BUYING, SETTING AS A RING AND SHIPPING WILL TAKE AROUND 25 DAYS. • AN ASTROLOGER CAN DO 4 CONSULTATIONS PER DAY. FOR THE FIRST YEAR WE ARE

HIRING ONLY ONE ASTROLOGER AND INTERPRETER AND CONCENTRATING ON TOKYO ONLY.

• WE PLAN TO DO CONSULTATIONS PRO-BONO FOR THOSE WHO DESERVE IT.

OPERATION AND MANAGEMENT (CONTD…)• FROM THE SECOND YEAR ,TWO MONTHS WILL BE UTILIZED FOR ARRANGING

CLASSES FOR FOREIGN STUDENTS. • ONLY 5 STUDENTS WILL BE ACCEPTED PER YEAR FOR A FEE OF INR 1.5

LACS .FOOD AND ACCOMMODATION WILL BE PROVIDED.WE PLAN TO RENT A 3-BEDROOM VILLA FOR THAT PURPOSE. • ALSO SERVE AS A MARKETING STRATEGY IN THE LONG RUN BECAUSE WE CAN

CARRY OUR NAME AND AFFILIATION IN FOREIGN COUNTRIES THROUGH OUR STUDENTS.

• THE ATTENDEES, WHILE PRACTICING AT THEIR HOMETOWNS WILL NEED TO BUY STONES THROUGH US ONLY - A SUBSTANTIAL SECONDARY REVENUE SOURCE IN THE LONG RUN.

FINANCE PLAN

• FINANCE PLAN IN EXCEL

RISKS AND CONTINGENCY PLAN

HUMAN RESOURCES• RECRUITMENT

• BASED ON EXPERIENCE AND KNOWLEDGE• TRAINING WILL BE PROVIDED ON ETIQUETTE AND COMMUNICATIVE ENGLISH• SALARY INR 120000/- P.M• PF WILL BE PROVIDED• A PART-TIME FINANCE MANAGER, A SECRETARY AND A PEON• PART TIME YOGA, REIKI AND VAASTHU TEACHERS FOR TAKING CLASSES FROM THE SECOND YEAR ONWARDS• INTERPRETERS WILL BE RECRUITED BY GIVING ADVERTISEMENTS IN INTERNATIONAL MAGAZINES AND

ONLINE

• PERSONNEL• MAIN ASTROLOGER AND ONE ASTROLOGER WORKING UNDER HIM• INTERPRETERS

FUTURE EXPANSION PLANS

• AN ASTROLOGER WILL BE RECRUITED EVERY YEAR• TWO MONTH ASTROLOGY CLASSES FOR 5 FOREIGNERS FROM SECOND YEAR

ONWARDS• FOOD AND ACCOMMODATION WILL BE PROVIDED• CLASSES ON VAASTHU, REIKI AND YOGA ALONG WITH ASTROLOGY.• ATTENDEE CAN SELECT ANY TWO ELECTIVES APART FROM ASTROLOGY• THE ATTENDEE WILL BE FULLY EQUIPPED TO PRACTICE ASTROLOGY AT HIS/HER

HOMETOWN

SUMMARY• ASTROLOGY IN INDIA IS A VERY PROFITABLE BUSINESS – THERE ARE

ASTROLOGERS WHO EARN AS MUCH AS 18 MILLION A YEAR!• WE ARE PROVIDING SOCIAL MEDIA BASED ASTROLOGY SERVICES . • INFRASTRUCTURE USED IS LAPTOPS WITH WEBCAM AND HIGH SPEED

INTERNET• MARKETING IS THROUGH WORD OF MOUTH/ SOCIAL MEDIA/ INTERNATIONAL

PRINT MEDIA • WE PLAN TO GIVE ASTROLOGY CLASSES AS FUTURE PLAN