BUSINESS PLAN OF “THE STATIONERY SHOP” THE STATIONERY SHOP FAMOUS FOR THEIR “PEN & PAPER” Inside sarki gate, shop # 2/B near mohalla ghori khan Peshawar. ASAD AHFAQ S/O ASHFAQ AHMED
[email protected] CELL #: +923338591145 , PHONE # +9291-2324138 EXECUTIVE SUMMARY The stationery shop will be fully customized stationery outlet. It will provide some useful and needy stationary material like, copies, pages, register, stationery material , other than that we will provide color and ordinary printing facility to our customers in reasonable price, we will also provide scanning facility and most important photo copy facility will be provided to our customers. The stationery shop is a sole proprietorship running by a student of Im|sciences, he is studying Business administration so he has a background related to this field. The stationery shop will focus to provide a quality product to their customers and fulfill their needs on reasonable prices. Our prime focus will be the availability of product in time. The stationery shop will be located in the main city area, inside sarki gate. The shop will be on main road side so it will attract the eyes of mostly people. The area is full of schools and nearby colleges. There are mostly primary and secondary schools near to our shop so our target will be to provide the children’s some basic stationery material like pencils, rubber, copies and we will give some free stickers, candies and some other little thing to our little customers just for attracting there mind to our shop. We will also keep the new and according to the syllabus books for the school and private colleges on special student discount package. Our basic strength will be that that there is no other book or stationery shop near to us. People from the area have to go far for the books and some basic things so this will be our main strength and we use it well for attracting our new and potential customers. COMPANY OWNERSHIP: The stationery shop will be an sole proprietorship business running by a single person named Asad Ashfaq, looking for mature capital and serve their customers with a quality products.
MISSION STATEMENT The mission of the Stationery shop is to provide the best office and basic stationery to our customers. Stationery shop exists to attract and maintain customers. Our product and services will exceed the expectations of our customers KEY TO SUCCESS Key to success for the stationery shop will be: (1) Maintaining a reputable reputation in the community/area. (2) Quality product. (3) Competitive price (4) Dealing with customers. PRODUCTS AND SERVICES The timings of the stationery shop will be 7’o clock morning to 8:00pm, and there will be lunch and prayer break. The shop will be closed on Friday. The stationery shop will offer many office and basic stationery material like paper, books, copies, writing material like pen, pencils, markers, colors. Other than that stationery shop will offer printing facility for students at affordable rates, scanning documents facility will be also given. There will be a good quality photo copy machine in the shop for photo copy. We will receive the books from the Lahore URDU BAZAR, we will hire supplier for this act. We will sell these books to students on special discount and some good packages. Our main focus will be the availability of the product at the time needed. DUTY/RESPONSIBILITY OF OWNER: The stationery shop will be running by a single person named Asad Ashfaq, he will be the single owner of this shop. He will open the shop in the morning and then a salesman will come and handle the shop till the owner comes back to the shop. There will be three corners in the shop one will be the books corner, other will be the printing facility corner and the third one will be the cash and basic stationery material corner There will be two boys working with the owner for the maintenance of the shop. The owner will be sit on the counter side and he will also manage the stat for managing the cash accounts and selling the basic stationery materials. One of the boy will be in books corner dealings with all kinds of books and stuff, and the other guy will be handling the photo copy machine, scanning and printing machines.
ENVIRONMENTAL AND INDUSTRY ANALYSIS SERVICE DESCRIPTION: The stationery shop will be located I main city area targeting the main city segment because there is a need in the area for this shop. Stationery shop will be given the best quality products for office, college, school and for home stationery use. The shop will be always remain nimble enough to respond to the needs of the community in which it serve. COMPETETIVE COMPARISON: We have a found a niche market in the area, there is no good stationery shop in this area. People from the area found them very disturb when they should go far for very little and single things. There are some shops in the QISSA KHUWANI bazaar who are offering these products and services but the area we are targeting they are far from the qissa khuwani bazaar. So this will be our competitive edge and we will use this as our strength and will serve the community with our services. FULFILLMENT: This is the sole proprietorship business, run by a single person so all the profit will go directly to the owner. There will be tow boys working with the owner and each of them will be given salary on monthly basis. TECHNOLOGY: Since technology has no serious impact on our business because this business is really not concern with the technology. But since it is a factor with affect the business. So we will use the best available technology for our printing, scanning and photo copy machines. Other than that we will also use the best and latest technology for our record keeping and for cash transactions. MARKET ANALYSIS SUMMARY MARKET SEGMENTATION:
We will be focused on meeting the local need for the stationery shop with in the main city are. MARKET SEGMENTATION GEOGRAPHIC MAIN CITY AREA i-e SARKI, KOHATI, MAIN CIRCULER ROAD. DEMOGRAPHIC STUDENTS BELONGING FROM DIFFERENT CLASSES. LIFESTYLE ANY TYPE OF PEOPLES MARKET SEGMENTATION OF THE STATIONERY SHOP SCHOOL & COLLEGE STUDENTS: This section will be our main focus. The area where our shop is located is full of govt and private schools. There are many children’s studying in that schools so we have to target this segment. We will keep books according to the new syllabus and refers authors. There will be all guides of subjects for college students. On beginning we will give some free stickers and some material to the school students for attracting their minds on the shop. We will also keep those attractive and interesting things which catch the eyes of our new customers. There will be special discount on books photo copy and on guides for college students. UNIVERSITY STUDENTS: We will also focus on this segment. There is large amount of students in the city area studying in the university level so we will give special discount to university level on some books and especially on printing facility. Because university students have mostly print out work so we’ll give them discount for attracting them on our shop. OFFICE STATIONERY: Beside school, college and university students. Targeting the office area is also our one main target. We will keep all those necessary office stationery material and we will give the best quality to the office. We will also offer buying in bulk so that more customers can come to us and put their trust on us. It will contain office papers of different qualities, office file covers of different styles and we will also take orders for the covers of their own logo on files, writing material like pen, pencil etc and many more basic and needy things. TARGET MARKET SEGMENT STRATEGY
The target market of the stationery shop is students belonging from all the classes. Referral marketing direct mail campaigns, broachers, TV adds on private channels for the beginning one month will be shown. Other than that we will make our shop pamphlet and we will give to the nearest schools, college and we will give these pamphlet door to door houses inside the city these will be the primary types of marketing strategies. MARKET GROWTH The literacy rate of Pakistan is increasing year by year as showing the upward moving of rate in given graph: So this is showing that the literacy rate is increasing so education system is increasing in Pakistan, and in KPK there is education and people send their children’s to school and colleges for goodness of their futures. MARKET NEED We are targeting the main city area because there is a seriously need of this shop. There is no stationery shop in the area people really suffer hard when they need simple pen and paper and they don’t get this and then they have to go far to another area for buying things. So we are targeting the area with our quality product and services so that we can serve the people for their goodness and enhance our revenue by creating certain sales. COMPETITION AND BUYING PATTERNS Price, quality product, and reputation are such critical success factors in the stationery business industry. The stationery store will compete well in our market by offering competitive prices, high quality products and the availability of the product on time and by maintaining an excellent reputation with customers and the community in which we serve. MAIN COMPETETORS MAQBOOL SATTIONERY MART QISSA KHUWANI BOOK SHOPS GHAFOOR STATIONERY ARSHAD STATIONERY JAN’S SONS These are our main competitor but these shops are far from the area where we are targeting. These shops are located in kissa khuwani bazaar and our shop is in the main city area, but we will also consider them as our main competitor and we will consider their mistakes and we’ll make their mistakes as our strength.
ALL YOUR NEEDY STATIONERY THINGS UNDER ONE ROOF. PAMPHLET FOR ADVERTISING The given pamphlet will be given on door to door basis in the city area for advertising our shop. The main purpose is that people should know about the shop and they come to try our product and service. PROMOTION STRATEGY: ADVERTISING: We'll be developing our core positioning message: "THE STATIONERY SHOP" to differentiate our service from the competition. We will be using direct mail campaigns, and local TV channel advertising to launch the initial campaign of our shop. DIRECT MAIL: We will send direct mail campaigns to the housing developments in the near houses of the shop. We will also offer monthly free calendars and some notebooks for our customers just for the maintainance of ur shop and products. COMMUNITY ENVOLVMENT: We will be active in the city area sponsoring events at the community center for families, students and for related terms. SOCIAL MEDIA: We will advertise our stationery shop on social media i-e on Facebook and tweeter. We will also run a campaign on Facebook and tweeter for the awareness of the people. ORGANIZATIONAL STRUCTURE The opening management team for the stationery shop will consist of one Owner who is the manager and the two other boys who will help them to run the shop with owner. One of the boy will be on books corner and the other boy will be on the printing, scanning, and photo copier side.
The owner will run the cash operations and the main stationery side. As the stationery shop sales increases more investment will be made over 3 years depends upon the sales. Owner of the shop – Asad Ashfaq. He is the owner, he will responsible for all major activities, daily operations, and also managing all the other two boys.
He is doing bachelors in business administration.
Good in speaking and managing the customers.
He has a good education and business field background.
The two other boys will be kept for the shop. They will be given salary on monthly basis. They should be:
Good in handling the customers.
Good speaking quality.
Minimum matric/fsc education.
Obedient to the job.
Should follow the shop timings.
ASSESMENT OF RISK: There are few factors of risk in the shop which are given below: a) Some people from our city don’t want change, they should prefer their old choice of the far kissa khuwani shops. b) Sometime the product should not be available on the shop and customer should feel bad for this. Our shop is located in the inside area of sarki, so people living outside the area should be aware, if it is not so it will affect the shop sales and revenue. RESPOND TO THE RISK a) We will offer special discount on the books and stationery material for attracting our customers. Other than that we will be compete in price with our competitors.
b) We will try our level best for the availability of everything in the shop. c) We will use special advertising approach for the awareness of people about the shop. We’ll use banners, pamphlet, and many other advertising approaches for the stationery shop.
