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EXECUTIVE SUMMARY

VENTURE DESCRIPTION

Vision Statement:

To be the market leader in Fashion Industry, providing best quality products .

Mission Statement of KRIZMA:-

To provide our customers with ready-made and customized silver ware while

maximizing the return on capital and building a lasting relationship with thecustomers

Products of KRIZMA

Location of KRIZMA

Equipment Required for the Business

The aim of the business is to provide customized silver jewelry to its customers

as well as ready to buy local and imported variety of Silver Jewelry.

But nevertheless the Unique Selling Proposition of KRIZMA would be

empowering customers to customize their jewelry.

KRIZMA is a partnership concern and hence will be under complete direct controlof its owners.

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Industry Analysis

INDUSTRY DEMAND:-

Average Revenue

Demand for Silver Jewelry

Gold Jewelry v/s Silver Jewelry

COMPETITION:-

Concept of KRIZMA

Location of KRIZMA

DEMOGRAPHIC PROFILE:-

Age:- 15 45

Gender:- Male / Female

Education:- Graduate or in the process of educating

themselves

Location:- The major cities of Pakistan, particularly KarachiLahore and Islamabad.

Income:- Min $60,000 annually

PSYCHOGRAPHIC PROFILE

Lifestyle:- Freedom Lovers and people who want todifferentiate themselves

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MARKETING PLAN

PRICE

Highly Competitive

Low Margin of Profit on Locally Made Items

Higher Prices for the Exclusive Imported Items

Premium Rates for Customized Products

PLACE

Main Distribution from the Mall outlet

Market Development through Sea-front Outlet

More Customized Items

Opportunity for Tourists

PROMOTION

Advertising

Word of Mouth

PACKAGING

Packed in a Velvet Pouch

Use of Recycled Paper Bags

Color and Imprinted Logo on the Bags

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ORGANIZATIONAL PLAN

Partnership Concern

Number of Employees

Recruitment and Selection of KRIZMA Employees

Wages Offered

Distribution of Profits

ASSESSMENT OF RISK

Possibility of a Competitor Matching This USP

Suppliers Going Out of Business, or Tardiness In Customized Orders

Not Matching the Desired Revenue

Property Acquisition

Loss of a Partner

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Product

Distinctive Characteristics of Product.

It is important to state here that the concept KRIZMA wants to bring about is

absolutely unique and something that customer would be willing to pay a

premium price for, i.e. the making of silver jewelry as per the customers

design through computer software. It is like a dream coming true for a

customer who wants to differentiate themselves from the crowd.

However if one takes a look from a broader perspective our top competitors are

not silver jewelry outlets but artificial jewelry too. Since those already buying

silver jewelry can still be convinced of our USP and nevertheless over a period of

time will learn of our enhanced product and after sales services but the existing

and potential customers of artificial jewelry would never buy silver jewelry

because of the price concern.

For this reason we would target the customers from the socio-economic groups

of Upper-Upper, Lower-Upper and Upper-Middle socio-economic groups

therefore we have chosen The Forum as a location for this outlet and the design

of the shop layout would reflect the market it is targeting i.e. an elite and classy

look. Other than KRIZMA, the only other main silver shop located in the state-of-

art shopping malls is Silveria at Park Towers Shopping Mall.

Competitive Advantage

The Price of the product would be highly competitive with a low margin on

those products that are made locally since these are already available elsewhere

therefore such items would be used for referent pricing, i.e. the customer wouldevaluate our products as priced reasonable as they would be able to relate our

prices with that offered elsewhere and this is how we will win the trust of our

customers.

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ATTENTION REQUIRED IN THE BEGINNING ANDGROWTH OF THE BUSINESS

Commitment and Dedication

Not Getting Discouraged by the Lack of Sales in the Starting

Reinvesting and Expanding

Maintaining Good Records

Hiring the Right Person for the Right Job

Partners Acting as Role Models

Recognition to Employees

Use of Resources, and Managing Costs to Reach Desired Goals

Marketing and Promotion

Continuous Improvement and Welcoming Feedback

Two-way Communication

Hiring Experts for Better Growth Opportunities