Business Plan:Captured forever

Pragati DhingraAditya GuptaTarun JainAmit GargRavi R Srivastava

SunstoneBusiness School

Contents

• What is Captured Forever?

• Competition

• Offerings and Pricing

• Fulfillment Plan

• Operational Plan

What is captured forever?

• Be one stop shop for creating and printing Year

Books for students.

• Our core business is printing.

TARGET POPULATION

Top rated institutes like IITs, NITs, IIMs, DPS etc

Institutes like IIPM, Amity, Shardha University, CMS, schools in metros

Schools and Colleges in Class A cities.

Schools and colleges in non-metro cities

• Total Market Size – 3.8 million• Target Distribution

10%

15%

35%

40%

1

2

3

4

Competition

 

CapturedForever Offline Printer

Social Networking Site Online Printers

User Experience

Collaboration

EmotionalAppeal

High

Low

Offerings and pricing

PricePaper

QualityNo. of Prints

BindingType

Access to

Online Tools

Target Segment

I. Rs 499 < 130 GSM25

(Total 50 pages)

Normal Paper

Binding

Non Premier schools

II. Rs 799 130 to 200 GSM

25 (Total 50 pages)

Normal Paper

Binding Premier

schools

III. Rs 999 > 200 GSM25

(Total 50 pages)

Leather Binding

Non Premier colleges

IV.Rs 1099

> 200 GSM25

(Total 50 pages)

Leather Binding Premier

Colleges

• The Cost mentioned above is cost per single book and is applicable for min. order sizes of 25 books• Cost above does not include Shipping Charges. These will be extra, as applicable• The paper thickness is available in sizes: 120 – 280 GSM• The sheet size can be reduced from standard A3 and A4 sizes

COST AND MARGINS

Price Cost Margins

I. Rs. 499 Rs. 150 Rs. 349

II. Rs. 799 Rs. 180 Rs. 619

III. Rs. 999 Rs. 210 Rs. 789

IV.Rs. 1099 Rs. 250 Rs. 849

• The Cost mentioned above is cost per single book and is applicable for min. order sizes of 25 books• Cost above does not include Shipping Charges. These will be extra, as applicable• The paper thickness is available in sizes: 120 – 280 GSM• The sheet size can be reduced from standard A3 and A4 sizes

Fulfillment plan

• Orders Reviewed and sent to Printers at the end of every day

• Tie ups with multiple printers and delivery service providers

• Maximum TAT for Printing Vendor = One Week• Perform quality audits• Dispatch to destination School / College• Maximum Customer Delivery TAT = 3 weeks• Set-up a Customer Care Centre

We require ~INR 50 Lacs to get started….

  Fixed Cost Amount

Setting up Office    

  Acquiring office space (+3 month advance) 200,000

  Infrastructural fixed cost  

  Furniture 200,000

  Machines/Servers/Internet/Backups 600,000

  Telephone/Printer/Fax/Scanner 200,000

Acquiring Vendors    

  Acquisition of the vendor for printing 10,000

  Acquisition of the vendor for delivery 10,000

 Software   

Online tool to create Year Book + Whole online setup 30,00,000

Total   42,20,000

….and generate profit in first year itself by launching in 10 colleges

P&L for first 10 colleges in first year Remarks

Revenue INR 9,000,000Number of Students

/College = 900 

CostsReaching out to cultural secretary to tell the batch through him/her that onlineyearbook can be created for free -INR 50,000  

Connecting with teachers, adding them to the year book -INR 200,000 50 teachers /College

Helping classes create a custom yearbook -INR 360,000

Creating emotional appeal -INR 900,000  

FM radio dedications/sponsoring -INR 800,000 30 seconds cost 8-10K

Leaflets/posters -INR 100,000  

Media coverage -INR 1,000,000News item/50 sq cm ad in

advertorial

Helping with farewell party -INR 900,000  

Printing Cost -INR 2,430,000  

Shipping cost -INR 45,000 0.5% of revenue 

Total profit (With ad campaigns and assuming 10 colleges) INR 22,15,000  

It will be profitable in the first year itself and generate INR 2.2 Lacs/college

Each college will generate INR 6.2 Lacs/ year of profit at steady state resulting in INR 20 Cr. of revenue by year 4

Revenue INR 9,00,000

Costs

Staying connected with cultural sec. -INR 5,000

Connecting with teachers -INR 20,000

Leaflets and posters -INR 10,000

Printing cost -INR 243,000

Revenue

Shipping Cost -INR 4,500

Total profit (per college in steady state) INR 6,17,500

After the first year, colleges will be in steady state and generate ~70% of EBITDA

Unit Economics 4-Years Financials

• We can capture 5% of the college market share by year 4• We will not require any additional funding to grow• These projection are based on targeting college yearbook only

QUESTIONS….

TARGET SEGMENTS - Each Offering

• Students will be free to chose any kind of options out of four available, from marketing point of view we have loosely identified target segments for each offering:

• Offering I: This is more suitable for class X and XI students from non premier institutes

• Offering II: This is more suitable for class X and XI students from premier institutes

• Offering III: This is more suitable for engineering students• Offering IV: This is more suitable for MBA and other higher

education students.

OPPORTUNITY

  Colleges Student (Hundred Thousands)

Engineering 3573 8.5

MBA 1700 1.8

CBSE X 10,000 12

CBSE XII 10,000 12

ISCE 1,800 1.7

ISC 1,600 1.2

IB

160 0.1

Medical 420 0.2

Total   38

Additional Opportunity

• Up sell customized merchandise to commemorate the event

• Cross sell related services – designing custom templates, content authoring, proof reading, express delivery

• Business and Corporate• Individuals

FEATURES

• Fun• Easy to use, online, collaborative• High quality products• On time, every time• Focus on customer service• One stop shop for all related services