1. Name of enterprise Dhopa.com

2. Name of entrepreneurs Khandaker Ali Hossain

Md.Delwar Hossain

3. Logo of the Company (if any)

4. Address (Office & factory)

Hot Line: +880 19777 DHOPA (34672)HOUSE#296/A (Apt - A1), ROAD#

19/B,NEW DOHS, MOHAKHALI, DHAKA

1206.

5. Phone / Mobile no. +880 1977734672

6.

E-mail info@dhopa.com

service@dhopa.com

7. Website www.dhopa.com

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Table of ContentsSl Content PagesI Executive SummaryII Brief Description of the BusinessIII Description of Product/ ServiceIV Marketing Plan4.1 Name of major competitors and their position

4.2 Comparison with Competitors

4.3 Marketing Area

4.4 Target Customer

4.5 Price

4.6 Sales Forecasting

4.7 Marketing Strategy

4.8 Marketing budget

4.9 Risk of business

4.10 Seasonal trend

V Operations Plan5.1 Stages in Production Process

5.2 Project Implementation Schedule

5.3 Production Capacity

5.4 List of Fixed Assets and their Depreciation

5.5 Repair and Maintenance Cost of Fixed Assets

5.6 Cost of Raw Materials

5.7 Manpower Engaged in Production

5.8 Factory Overhead Cost

5.9 Production Cost

5.10 Inventory management

VI Organization and Management Plan 6.1 Organizational Structure

6.2 Associate organizations

6.3 Succession Plan

6.4 Business Start-up Activities and Cost

6.5 Office Equipment

6.6 Salary and Benefits of the Employees

6.7 Administrative Expenses

6.8 Monitoring and Evaluation (M&E)

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Sl Content Pages6.9 Business Social Responsibility (BSR)

6.10 Research and Development (R&D)

6.11 Training & Development

VII Financial Plan7.1 Fixed Asset

7.2 Current Asset

7.3 Start-up Cost

7.4 Total Investment

7.5 Source of Fund

7.6 Schedule of Loan Payment

7.7 Income Statement

7.8 Break-Even Point

7.9 Projected Balance Sheet

7.10 Cash Flow Statement

7.11 Performance of the company

VIII Other Courses of Action8.1 Environmental Issues

8.2 Ethical Issues

8.3 Legal issues

8.4 Intellectual Propery rights

8.5 Working Area

8.6 Networking Linkage/Partnership

8.7 Safety & Security

8.8 Use of ICT

IX Conclusion

X Appendices

Annex-I: Financial Ratio Analysis

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I. Executive Summary

In this section Provide a snapshot of the company, entrepreneur and rationale of undertaking the business initiative

Provide basic information of the business such as: product, customer, future plan etc.

Describe the speciality of your product/service. Mention the date of establishment/incorporation of the business Mention the nature of business Mention the size of the workforce required for the business Summarize financial analysis, source of fund and its utilization etc. Please limit the summary within a single page

By this section Give the reader a basic understanding about your business. Create an interest to learn more about your business.

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II. Brief Description of the Business

1. Name of the Business :dhopa.com

2. Nature of Business : The nature of business is Service.

3. Objectives : we know that how precious is your time, therefore we offer both door-to-door delivery service and too convenient locations; thus assuring the highest levels of convenience for today's time-challenged consumer.

5. Employment :

Skilled

Permanent 30 person

Total 30 person

6. Brief Introduction of the Entrepreneur:

PROFILE OF DHOPA.COM:

Dhopa.com, FIRST ONLINE LAUNDRY SERVICE in Bangladesh, is a duly online laundry and dry cleaning services provider operating since 2013. Regardless of your laundry needs, we will provide you with service and satisfaction. We understand that your appearance - your fine clothing, bedding and household linens are important to you, and we offer the best, most all-inclusive care for these items.

Sl Name & Address Educational Qualification

Experience in Other Business

Business Experience

Ownership (%)

1 Khandaker Ali Hossin

Flat -9d-1, Suvastu Edifice,51-52 Green road.Dhaka-1205

MBA N/A 5 Years 50%

2 Md.Delwar Hossain

Waterfront, House# 717Road # 22, Mirpur DOHS. Dhaka 1216.

MBA N/A 10 Years 50%

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7. Type of Ownership: Partnership Business.

8. Total Investment:

Initial Investment Fixed Asset Current Asset Total

20,00,000 20,00,000 5,00,000 45,00,000

9. Loan & Equity t

Loan Equity Total18,00,000 2,00,000 20,00,000

10. Potential Markett

In which areas does the product market exist- The service market exists in all over the Dhaka City.

III. Description of Product/ Service

What are the products/ services?—Laundry/dry cleaning home delivery and pickup service.Describe the most important features of the products/services.---- Hygienic laundry/dryclean service by phoning or online order.What are the comparative advantages and disadvantages of the product/ service?---- Comparative advantage: frist online laundry/dry cleaning service in Bangladesh.

IV. Marketing Plan

. This       specialized laundry will be named “Dhopa”. With exclusive services in wide varieties

“Dhopa” will launch its businesses in several places of Dhaka. Initially it will provide its services

through its Gulshan, Dhanmondi, Uttara, Matijil and Bashundhra branches.  Exclusive services will be

the main characteristics of “Dhopa”. The quality of service that “Dhopa” will provide will be of

equivalent standard of current market leaders who are in the market and gained huge customer equity.

With a view to surviving and capturing the market share in the long run “Dhopa” will carefully design

its marketing mix. The pricing, promotion and service distribution strategies will be designed keeping

the long term objectives and goal in consideration. The target market for “Dhopa” will be upper

middle class and upper class people. “Dhopa” used income as its basic segmenting variable. “Dhopa”

will provide exclusive services; as a consequence, it targeted the more solvent people of the society.

After segmenting the market and judging its segments attractiveness “Dhopa” decided to concentrate

on the need of upper middle class and upper class people of the society. Rapid change in the life style

of the upper middle and upper class people gave a rise to the increasing demand for specialized

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laundry services. “Dhopa” designed its service line to satisfy the needs of these target market and

retain them in the long run to create greater customer equity. “Dhopa”’s main focus is maximizing

profit through customer satisfaction. At a very initial stage it will provide equivalent services of the

established competing brands at relatively lesser price. This same for less strategy will attract

customers and will place it in an advantageous position in competing with the market leaders.

1. Major Competitors and their position in the market

Earlier, there was no demand for specialized laundry in Bangladesh. Only the five star hotels

like Sheraton and Sonargaon used to cater laundry-dry clean service for the guests and their

own stakeholders. Now Bangladesh has only three specialized laundries. Key competitors of

“Dhopa” are-:

Sl Competitors Position

1 Bandbox limited 1

2 Topclean Bangladesh limited

2

2. Comparison of product/service with competitors

Strength Weakness Opportunity ThreatYour business Modern

equipment and technology

 Limitation of capacity

Innovative idea

Fire, Sensative cloth, short circuircit.

Competitor 1 (local)

Customer energetic employee

 Inexperienced management

  Life-style Fire

Competitor 2 (local)

Convenient location

 Inexperienced management

Expansion Fire

3. Marketing Area:Initially it will provide its services through its Gulshan, Dhanmondi, and Uttara, Matijil and

Bashundhra branches.Specialized laundry and dry cleaning services are highly developed in

the advanced countries. Bangladesh was far behind in promoting this industry till 1988. Only

the two international hotels of Dhaka had modern laundry and dry cleaning facilities. They

were designed to cater their own needs only. They used to serve much selected customers

with a very higher service charge and thus Dhaka Sheraton and Sonargaon Hotel were

operating their units mainly to serve the demand of their Boarders. It is a new era of business 7

here. But for the growing market and new sense of dressing demand for specialized laundry is

increasing day by day.

4. Target Customer: ‘“Dhopa”’ consists of consumer and retailers who need to store communicate and complete the

marketing process. From the many segments, we choose psychographic segmentation. Targeted

segment consists-

upper class-heavy users(business tycoons, superstars, media people, ministers)

upper middle class- medium users ( business executives, doctors, lawyers,)

middle class-light/occasional users

As our laundry would be specialized, we will have a high price than the local laundries. So it’s more

affordable for the upper class and upper middle class people. More over specialized cleaning is more

needed for these people as they wear more exclusive and expensive clothes.

Although we targeted middle class people in our plan, we will mainly focus on the upper class and

upper middle class people. Middle class people will wash their special cloths like expensive saris,

suites, curtains, carpets, etc once/twice in a year, which is also a measurable number.

The customers are more concern about the quality and also they want a quick service. More over now

a day people are getting busier, so they want home service. They also want to wash their cloths from

the international brands.

5. Price:

Service Service Name PriceLaundry Apron 85.00/- BDTLaundry Dressing Gown 155.00/- BDTLaundry Dressing Gown+ Belt 170.00/- BDTLaundry Dupatta 50.00/- BDTLaundry Duster 20.00/- BDTLaundry Fotuwa 60.00/- BDTLaundry Hand Gloves 25.00/- BDTLaundry Handkerchief 15.00/- BDTLaundry Jacket (N) 155.00/- BDTLaundry Jacket (Sp.) 190.00/- BDTLaundry Jerseys 80.00/- BDTLaundry Kabuli Suit- 2 Pcs. 125.00/- BDTLaundry Kameez 80.00/- BDTLaundry Kameez- 2 Pcs. 130.00/- BDTLaundry Kameez 2pcs. Sp 140.00/- BDTLaundry Kameez- 3 Pcs. 150.00/- BDTLaundry Kameez 3pcs Sp. 200.00/- BDTLaundry Kameez Sp. 90.00/- BDT

7. Marketing Strategy:

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Positioning strategy

Differentiation: Basically, our main target customers are from 23 to 50 years old people who

are actually doing prestigious jobs in different organization. They are mainly from high,

upper middle class & middle social class background. They’re often using specialized

laundry and some of them aren’t using specialized laundry but we’ll try to motivate them to

use our services through the differentiation. By differentiating our services from our

competitors, we’ll try to create an image on the consumer mind which will create a position

of our brand name in the existing market and what’ll lead us to a bright future.

Now How to differentiate our service from the other competitors positioning? Our service

would be much better than our competitors on the following grounds-

ü  Service cost: Definitely we would charge fewer amounts than the competitors but we

would also maintain the quality.

ü  Home delivery: No other specialized laundries do have such facility for the customers. We

would definitely charge a smaller amount for giving this facility but we’ll also maintain the

customer quality and customer satisfaction.

ü  Social responsibilities: “A boy can’t continue his study due to the poor family

background. He got 4.5 in his SSC. Now, either he has to maintain his family or continue his

study.” This kind of scenario is very common in our society. Our delivery and customer

service and complain department would have more than 60% student employee. First of all

we can use their talent and youth, and by motivating and giving them guidance we can create

a dynamic workforce. Our culture is so sympathetic n emotional. If we contribute to their

study and make them self- dependent it will create a good impression to our customer.

ü  Online checking: We’ll provide online checking system where our valuable customer can

check the status of their cloth. If it’s ready they can easily collect their cloth without wasting

any time.

ü  Brand name: Our Brand name is ““Dhopa”’’ which indicates the “Dhopa” in our quality

of service.

ü  Logo: Our logo is very simple. We’ve used two basic colors in this logo which are red and

white. These are two traditional colors of our culture. We also put a motto with our logo

which is “bring “Dhopa” in your clothing”.       

PositioningAfter creating distinctive differentiation, we’ve to build a positioning in the

consumers mind. Before we’ve positioned our brand in the target market, we have to

understand and analyze the consumer behavior of the target segment. As we’re going for the

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“niche’’ or concentrated marketing we’ve to understand their demand and expectation from a

laundry or specialized laundry.

(a) Promotional Strategyt

1) Effective promotion: Our main focus would be to create effective promotion for our

target market. Mainly our target market is officials. So, we’ll paste our posters in front of the

offices where we’ll give them ideas about our services.

2) Personal communication: Our team will go for a campaign where we’ll distributes

discount cards to well known company employees. We also give leaflet with their daily news

paper which will communicate with them directly in their mornings.

3) Word-of-mouth advertisements and buzz marketing: We’ll invite celebrities and well-

known personality from the society and it will create a word of mouth advertisement in the

society about our branches. We will create a motivating workforce who’ll also create some

word-of moth advertisements.

4) Online advertisements: In these days social networking websites are getting very

popular. E.g- facebook. We’ll advertise our service through creating fan page group and etc.

(b) Price Strategy:

We are entering into specialized laundry market for long run survival and profit

maximization in the long run. Our pricing objectives are described below-

Short term revenue maximization- We want to maximize long-term profits by increasing

market share and lowering costs through economy of scale. For a service business like us

revenues are considered more important than profits in building investor confidence. Higher

revenues at a slim profit, or even a loss, will show that our Specialized Laundry is building

market share and will likely reach profitability.

Maximize quantity of sold service units - There are a basically two of reasons to choose the

strategy. First one is reducing long-term costs by achieving economies of scale. Second

reason is maximizing market penetration as we expect to have a lot repeat customers.

Survival – In certain situations like a price war or market saturation we will temporarily set a

price that will cover costs and allow us to continue operations.

8. Marketing Budget (Yearly):

Item Budget10

(a) Promotion 50,000(b) Distribution of product 2,00,000

Total 2,50,000

9. Risk of business:

Put tick () mark

Weather Flood

Fire Earthquake

Others (please specify):

V. Operations Plan

4. List of Fixed Assets and their Depreciation:

Identify your fixed assets and their corresponding cost of depreciation.

Fixed Assets Quantity Price Durability of Assets

Depreciation (In Taka)

Land (No need to mention depreciation)BuildingMachiery & Equipment(1)(2)(3)

Furniture & FixtureTransport (Van, truck if any) Others (Specify)

TotalRate of depreciation: Building@ 5% each year, Machineries & Equipment @ 10% each year, Furniture & Fixture and Transport @ 20% each year may be considered.

VI. Organization and Management Plan

1. Organizational Structure:

What is the Organizational Structure of the business?Who will be in the management team? What are their experiences and qualifications?

Sl Name Experience Qualification1

2

11

3

4

2. Associate/Partner Organizations

Do you have any partnership or association with other organizations?If yes, give a brief description of your partner/associate organizations.

3. Succession Plan

In absence of the proprietor, who will manage the business? Describe the succession plan.

4. Business Start-up Activities and Cost:

What are the business start-up activities?What is the business start-up cost?

Sl Business Start-up Activities Time Cost 1 Business Plan preparation2 Registration and license for business3 Application for loan4 Contract/Agreement 5 Purchase of land/ Rent (only time)6 Connection of utilities (gas, electricity, water) 7 Recruitment 8 Others

Total

5. Office Equipment:

What will be the cost of fixed assets in office?

Fixed Asset Cost Duration Depreciation

Total6. Salary of the Employees:

Sl Designation Salary (yearly)

Total

7. Administrative Expenses:

What will be the administrative expenses?

Sl Description Ref. Cost (In Taka)12

1 Depreciation of Office Equipment VI. Organization and Management Plan- (5)

2 Salary of Employees VI. Organization and Management Plan- (6)

3 Office Rent4 Office Utilities (gas, electricity,

water etc.)5 Postage, Telephone etc.6 Stationaries7 Entertainment8 Others (Specify)

Total

8. Monitoring and Evaluation (M&E)

How will you monitor the progress of implementation of the plan?What are your objectively verifiable indicators of success?

9. Business Social Responsibility (BSR)

What activities you will undertake to fulfill your responsibility towards the community?

10. Research and Development (R&D)

Are there areas or issues related to your proposed business that need to be studied further? What are your prospects in terms of the present and future development of the business?

11. Training & Development

How will you build the capacity/skills of your management and employees?

Reference-1. Principles of Marketing by Philip Kotler and Gary Armstrong- Twelfth Edition

published by Prentice Hall, Upper Saddle River, New Jersey 07458.

1. Advertising and Promotion, G E Belch & M A Belch, 6th Edition.

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