Topic: " Zero To Hero Entreprenur " " Business Plan " Subject

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TOPIC:

“ ZERO TO HERO ENTREPRENUR ”


“ BUSINESS PLAN ”

Subject:
ENTREPRENEURSHIP

Faculty Guide:
Ms. Jayshree Siddhpuria
(Assistant Professor)

Submitted by:
Guransh Ahuja 198050592003
Saksham Dang 198050592017
Dhara Modi 198050592045
Priyanshi Modi 198050592046
Vrunda Modi 198050592047

MBA - SEMESTER II
S.R. LUTHRA INSTITUTE OF MANAGEMENT – 805
GUJARAT TECHNOLOGICAL UNIVERSITY
SURAT
ACADEMIC YEAR 2019-2020

pg. 1
Sr.No. Particulars Pg. No.
ZERO TO HERO ENTREPRENEUR
1. Overview 3.
2. Life Journey of Mahesh Gupta 3.
3. Difficulties faced by Mahesh Gupta 4.
BUSINESS PLAN
1. Executive Summary 6.
2. Business Concept 6.
3. Management Summary 6.
4. Operational Planning 7.
5. Marketing Plan 7.
6. Stragetic Planning 7.
7. Elevators Pitch 10.
8. Bibliography 11.

Zero to Hero Entrepreneur

Mahesh Gupta:- Founder of Kent RO

Overview of Kent RO Company

pg. 2
The company has its manufacturing base in Roorkee (Uttarakhand), spread across
4,00,000 sq.ft and has an annual production capacity of 1 million units.

It makes water purifiers based on the process of reverse osmosis purification. Over the
years the company has diversified into other products such as air purifiers, vacuum
cleaners, vegetable and fruit purifiers and water softeners.

The company exports to SAARC countries, Middle East, and Kenya. It expects a
contribution of 15% of total turnover to come from exports in the near future. The
company won the Golden Peacock Eco Innovation Award for its contribution in
developing innovative water purifying technology and preventing environment
degradation in 2007.

In 2019, Kent RO Systems received the best domestic water purifier award at the Water
Digest Water Awards organized at the Lalit, New Delhi.

Its sells more than 2,25,000 RO purifiers every year and holds 40% market share in water
purifiers. Kent is today also competing with international brands, outbidding them on
basis of its technology, innovation, better service, well equipped distribution system and
good branding. The inspiration for it all has been its livewire founder and chairman.

Life journey of Mahesh Gupta

An innovation is born out of necessity and a living example is the story of Mahesh
Gupta. His two kids suffered the preventable disease jaundice. He became resolute to
find a solution to it not just for his family but for all. His initiation which started off in the
garage of his home is presently known to be a global brand with a whopping turnover of
Rs 800 crore.

Mahesh Gupta left his well-paid and secure job to pursue his dream of becoming an
entrepreneur. He studied mechanical engineering and graduated from IIT Kanpur. He did
his masters from Indian Institute of Petroleum, Dehradun. Thus, with the reputed
education, he started off working with Indian Oils in the sales department in 1978.

pg. 3
Mahesh decided to quit after working for seven years and refining his skills. He believed
in taking risks and wanted to work on his own ideas. His journey of entrepreneur started
in 1985, from a small room in his house with just Rs. 20,000 which he had saved from his
job with IOCL. His first invention was in the field of petroleum conservation instrument
where he earned fame and half a dozen patent to his credits.

The work was going well until Mahesh’s two kids got jaundice despite residing in a posh
locality supposedly to provide the best of amenities in Delhi. He was agitated and
reviewed all the water filters available in the market then. With his meticulous knowledge
and understanding of mechanics, he was able to evaluate each product. He came to the
conclusion that the ultra-violet rays’ technology employed for killing bacteria in water
was not reliable and effective enough. It was incapable of treating the dissolved elements
in the water.

Difficulties faced by Dr. Mahesh Gupta

Mahesh in the consequent six months began to work on different models and failed. At
last, he discovered reverse osmosis technology which gave him the assurance of clean
drinking water. He then installed this set up at his place and the successful results
encouraged him to go commercial with it.

With an investment of Rs 5 lakh that he was able to save from his previous venture, he
started out. The garage of his house was the office of Kent RO. He bought equipment and
installation machines. The other purifiers in the market were priced at Rs 5,000 but Kent
RO came around at the price of Rs 20,000 as they were providing with superior
technology, unlike others which made the market price fair for the product. They did not
have the budget for advertising or other promotional campaigns. So brand awareness and
recall were nil

Earlier the product was resisted, however, got sales through word of mouth. The high-
quality delivery made the product well known amongst people who chose Mahesh’s hi-
tech product and the sales for it began to increase.

pg. 4
Kent then went on to advertise the products and approached the famous star and dream
girl of Bollywood Hema Malini to be the brand ambassador. The insistent marketing
increased sales by 40%.

Kent presently has 40% share of the market in RO mineral. They have a turnover of over
Rs 800 crore and have 2,500 employees. The goodwill made them branch out more
segments of products such as air purifier and bed cleaners.

pg. 5
Business Plan

Bright and Shine Laundry Services

1. Executive Summary

B.S laundry services is a start-up enterprise to be established in Surat, Gujarat. The


company will provide dry cleaning, laundry, ironing and garment alterations, offered with
regular home pick-up and delivery services. The business provides a new door-to-door
dry cleaning, laundry, and alteration service in Surat and surrounding neighborhoods that
will surely attract customers. Working customers may find this service is convenient for
them and want to try it. If they are satisfied with the service quality they will likely
become repeat customers. The current valuable customers will do the word of mouth of
our brand and this will attract more customers. As more and more customers use this
service, B.S. Laundry’s  image is enhanced and we will gain more and more market
share.

Mission

To Provide convenient laundry services to our valuable customers at affordable rates


without compromising on the quality of cleaning with quick pickup and delivery services.

2. Business Concept

The owner of the business will be director. Laundry experts will be employed and will be
in charge of the operation and the quality of garment cleaning. Workers will be
responsible for cleaning and classifying work and have duty to report daily work to the
laundry expert. Workers will report the laundry expert who reports to the owner. The
customers are required to book a day before so that the next day the delivery man comes
to pickup the garments at allotted time. Usually the pickup time of the garments will be
on Morning and the delivery time will be in the evening.

3. Management Summary

Their would be Back Office people who would be responsible for fixing the appointments
of the delivery of laundry. A marketing team will be appointed for running creative AD
campaigns on social media platforms etc. HR manager will look after the recruitment of
workers and giving salaries, and perform HR functions. Finance manager will look after
the accounts of the company. He will look after the cash flows of the company and will
perform other finance functions

pg. 6
4. Operational Plan

Customers can sign up on B.S. Laundry Service application to get regularly scheduled
service from us.

Customers can choose payment either at the time of each delivery, or by monthly billing
and they can pay via debit cards, credit cards, or UPI E-wallets etc.

No retail shop will be rented in order to reduce the operation cost. An operations facility
for installing machines and equipment, washing and cleaning activities, and storing not
yet cleaned and cleaned garments and items is needed. The operations facility will require
about 2,000 square feet divided into four main sections as following:

 Machine installation and cleaning activities


 Sorting and storage of dirty garments received
 Storing cleaned garments after finishing prior to delivery
 Garment alteration workroom

The whole operation process will be controlled and monitored by laundry experts
employee, and generally managed by the business owner and managers.

5. Marketing Plan

The best method of marketing our business is word of mouth, then too we will use
Google Ads and Social Media Platforms like Instagram, Facebook to promote our brand’s
services. First we will give a free laundry to the ones those who sign up with B.S.
Laundry Service App for the first time. After that we will like to get feedback from them
and ask them to refer our services to others by inviting them on this platform. Those
customers who refer someone else to the application will be rewarded with some points
which can be redeemed, and the referee will receive an introductory gift of a free wash.

B.S. Laundry Service target market is every household that needs laundry services within
the immediate area of Surat and other cities. There is no market segmentation strategy
associated with this potential market.

6. Strategic Planning

The following areas will be monitored to evaluate the business performance:

Monthly and annual sales

Monthly and annual profit

pg. 7
Repeat business

Customer satisfaction

The business success will depend on quality and convenience of the service, customer
opinions, and competitor response.

Problems

B.S. Laundry Service is a start-up and as such has less experience and begins with no
market share at all. Effective initial marketing efforts will be necessary to gain a customer
base. If existing competitors see us as a major threat and they resort to overtly aggressive
and debilitating actions it will be very difficult for us to become an established player in
the marketplace. Risks caused by competitors are possible, therefore the business has to
monitor and evaluate its performance frequently, and collect customer evaluations and
suggestions in order to continually improve and to build strong relations with the existing
customers.

Competitive Edge

As India is a developing economy and so is Surat quality of life increases, people tend to
spend more time and money in leisure activities rather than doing their house work. The
bachelors who are currently doing their jobs have no time to laundry their clothes and
usually on Sunday’s they wash their clothes, So we have an opportunity to enjoy their
weekends while we will be shinning their clothes. Surat has 7-10 good laundry shops
where they are operating at a very small scale with less space and charging higher prices.
These existing shops wait for customers to bring their garments in and pick them up later.
Customers have to drive cars to town, find parking places, carry their clothes or large
items, such as curtains, blankets, etc. to the shop, and wait to be served. Then they
must repeat this boring process when they come to collect their items. Moreover, these
shops are only open from 9am - 6pm, and closed on Sunday, which are almost the same
working hours of offices; most inconvenient for customers especially those with full-time
jobs.

By understanding and addressing this need, our new dry cleaning, laundry and alteration
service will , provide door to door service free of delivery charge. We make our
customers' lives simpler by saving them time, and eliminating waiting in lines, parking
problems, and much more.

SWOT Analysis

pg. 8
Strengths:

1. We offer a relatively new, door-to-door service for dry cleaning, and laundry,


providing another choice for customers.
2. We provide quick and convenient service in order to save customer’s time.

Weaknesses:

1. Competition from already established competitors in Surat and other cities.


2. Less experience than competitors.
3. Starting at no market share at all.

Opportunities:

1. Expenditures on clothing is increasing, including expensive clothes; therefore the


demand for taking care of clothes also increases.
2. There are more and more women – who traditionally have done the laundry and
cleaning work in the family – going to work outside the home. The target market
of this business is working class and professional class customers, both men and
women.
3. There is a high likelihood of repeat business.
4. The ability to decrease the fixed costs as the sales volume increases.
5. People tend to spend more time on leisure activities rather than doing the house
work.

Threats:

1. If the business is successful, there will be new competitors will supply the same
kind of service and capture the market.
2. New technology changes may bring out new family washing machines for dry
cleaning.

Sales Strategy

We will start off by matching our main competitor's prices and we will be closely
monitoring our financials to make sure that we develop a sustainable business without
heavily discounting our services to win customers. We will also train all our employees,
especially those facing the customers, in customer service to make sure that our
customers are fully satisfied, as such customers will not only stay longer with us but will
also refer other customers to us. We will offer limited discounts to our customers with
large recurring orders and also provide incentives for new customer referrals.

pg. 9
7. Elevators Pitch

Are you sick of doing laundry at home, then we are here to solve all your problems.
Bright and Shine Laundry Services is introduced to do your laundry where we will
provide pickup and drop facility at your door step. We are here to take care of your
clothes and you can sit back and relax. You just need to download our application form
Playstore and sign up to book your appointments and within 24 hours you will recive
your clothes at your doorsteps with no extra delivery charges.

pg. 10
Bibliography

 https://businessconnectindia.in/blogs/story-of-mahesh-gupta/
 https://theceo.in/conversations/a-man-with-dreams-and-self-belief-mr-mahesh-gupta-
chairman-kent-ro-systems/
 https://corporatebytes.in/story-mahesh-gupta-humble-innovation-now-makes-turnover-rs-
800-cr/
 https://articles.bplans.com/how-to-write-a-business-plan/
 https://www.bplans.com/laundromat_business_plan/marketing_strategy_fc.php

pg. 11

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