EntrepreneurshipMajor Assignment

Anees ur Rehman 2803 Muhammad Toqeer 2811 Muzammil Iqbal 2787 Hafiz Ghulam Awais 2822 Khawar Hayat 2787

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PREFACE:

“Diabetic point” grew out of a need to provide quality self-help

products to members of our family and friends who needed products to

help with diabetes, arthritis, poor vision

and a host of other common conditions.

We checked with local businesses in our

community and none of them carried the

type of products that we needed. What we

were looking for were simple products that

could make everyday tasks easier to

accomplish. 

So “Diabetic point” was born. After

extensive research and product testing,

we are proud to offer these quality

products that foster independent living.

You see, we know that everyone wants to

remain independent as long as they can and we understand how

frustrating the most common household tasks can be without a little

help. That's why we are committed to providing the best products

available for independent living. We are also committed to excellent

customer service and are always available to answer any questions

that you might have about our products.

It is our sincere hope that these self-help products will be able to help

you maintain your independent lifestyle as long as you choose to do

so. We all need a little help now and then. We hope that we can

provide that for you.  

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ACKNOWLEDGEMENT

We thank Allah Almighty who gave us the strength to

complete the given task effectively and efficiently.

With respect to that we are grateful to all our associates and Focus Group who helped us in the completion of this

assignment. And special thanks to our subject teacher “Madam Rabia Naseer” who

supported and guided us step by step in this work.

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TABLE OF CONTENT

Topic Page #

Preface 1

Acknowledgment 2

Introduction 4

1.0 Idea Generation (M.Toqeer) 5

2.0 Screen of Ideas (Muzammil)

2.1 Evaluation of Idea

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3.0 Concept Development and Testing (Khawar) 8

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4.0 Business Analysis (Anees) 16

5.0 Product Development (Awais) 18

6.0 Test Marketing 18

INTRODUCTION:

Diabetes is a huge issue for many people that require close monitoring by a physician. 

Routine foot care is a critical component of caring for a diabetic person. Their feet should

be inspected daily and toe nail cutting may be best left to a professional to avoid any

injury. Any areas of injury, pain, or redness should be immediately reported to their

physician. Proper skin care is critical to keep the skin from splitting, cracking, etc...

Prevention is key!

Keep healthy skin healthy by maintaining it! Diabetic point will be the leading point in

Peshawar, OR with a rapidly developing consumer brand and growing customer base.

The diabetic point includes shoes for diabetic patients, and diabetic medicines like

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(AVANDAMET Oral, Avandaryl Oral, and Diabeta Oral) and also serves diabetic

instrument like gluco-meter and insulin.

“Diabetic point” will target the diabetic patient and take out diabetic patient as a customer

with discretionary income by selling high quality, innovative products at a reasonable

price, convenient locations, and providing customer service.

TYPE 1 DIABETIES:

In Type 1 Diabetes, the person's own body has destroyed the insulin-producing beta cells

in the pancreas. When your own body destroys good stuff in your body it has what is

called an autoimmune disease. Diabetes Type 1 is known as an autoimmune disease.

Quite simply - a person with Diabetes Type 1 does not produce insulin. In the majority of

cases this type of diabetes appears before the patient is 40 years old. That is why this type

of diabetes is also known as Juvenile Diabetes or Childhood Diabetes.

TYPE 2 DAIBETIES:

Person with Diabetes Type 2 has one of two problems, and sometimes both:

1. Not enough insulin is being produced.

2. The insulin is not working properly - this is known as insulin resistance.

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The vast majority of patients who develop Type 2 did so because they were overweight

and unfit, and had been overweight and unfit for some time. This type of diabetes tends to

appear later on in life. However, there have been more and more cases of people in their

20s developing Type 2, but it is still relatively uncommon. Approximately 85% of all

diabetes patients have Type 2.

1.0 IDEA GENERATION

a) Interior Decorator

b) Medical Department for CUSIT

c) Wedding Planner

d) Diabetic Point

e) Complaint Cell for CUSIT

f) Research Cell-CUSIT

2.0 SCREEN OF IDEAS

I. Wedding Planner

II. Complaint Cell for CUSIT

III. Diabetic Point

2.1 Evaluation Of Idea:

1. Who is it targeted at?

We have targeted diabetic patient because there are about 83% diabetic patient of the

total population in Peshawar who are suffered from this disease. We targeted Diabetic

patient to promote our products well and increase our sale. The most important variables

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are to be considered in understanding the favorite customer their demographics, how

they think, how they behave and the words and phrases they use when discussing our

product/services. And there is no center point which can facilitate diabetic patients under

one roof in Peshawar.

2. What is unique about your product/service?

Diabetic point will be the leading point in Peshawar, OR with a rapidly developing

consumer brand and growing customer base. The diabetic point includes shoes for

diabetic patients, and diabetic medicines like (AVANDAMET Oral, Avandaryl Oral, and

Diabeta Oral) etc..and also serves diabetic instrument like gluco-meter and insulin etc..

3. Competitive edge / Can it grow?

“Diabetic point” will target the diabetic patient and take out diabetic patient as a customer

with discretionary income by selling high quality, innovative products at a reasonable

price, convenient locations, and providing customer service. Diabetic point have the

potential to succeed on a large scale time to time by adding more entrepreneurial features

with the market need to increase our values to the target market.

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Diabetic point possess good information about the market and knows a great deal about

the common attributes of our most prized and loyal customers. Diabetic point will

leverage this information to better understand who is served, their specific needs, and

how Diabetic point's can better communicate with them.

Characteristics Number %age

Age/Years

<40 9 9%

41-50 47 47%

51-60 32 32%

>60 12 12%

SEX

Male 62 62%

Female 38 38%

TYPE OF DIABETES

Type I 2 2%

Type II 98 98%

FAMILY HX. OF DIABETES

Present 41 41%

Absent 59 59%

SOCIOECONOMIC STATUS

Lower 14 14%

Middle 60 60%

Upper Class 26 26%

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A common word used when assessing an idea is 'feasibility' which refers to the ease at

which something can be done. We have targeted a diabetic patients in Peshawar which

are Approximately 17% of all diabetes patients have Type 1 & 83% have type 2.

In non-price competition, we plan to maintain stable prices and attempt to improve our

market positions by emphasizing other aspects of our marketing program. However,

competitors’ prices will be taken into consideration, and price changes will occur over

time. Nevertheless, the emphasis will be on the benefits rather than the price.

We plan to shift our demand curves to the right by means of product differentiation and

promotional activities and also would like to take advantage of the situation when one of

our competitors decides to undersell. The approach that we are going to follow would be

to build strong brand equity for Diabetic Point. This would not be a problem as Diabetic

Point is a distinctive and unique product and we would develop an appealing promotional

program for it.

3.0 CONCEPT DEVELOPMENT & TESTING

Concept testing is the attempt to predict the success of a new product idea before putting

it out on the market. So we selected A centralized test group that has the primary

advantage of size. By gathering all test resources into one organization, there are

economies of scale that permit focus and specialization on such areas as processes and

tools.In diabetic point , resources can be allocated based on demand, so peaks and

valleys can be smoothed out. Diabetic point offers an extensive offering of products. The

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basic market need is to offer the product for Type 1 & Type 2 Diabetic patients. Diabetic

point's offer clothes, shoes, instruments, wristband for the diabetic patient.

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FOCUS GROUP:

As we know, focus group involves encouraging an invited group of participants to

share their thoughts, feelings, attitudes and ideas on certain subject. Our focus

groups within our region can also be very useful in getting the idea or simply a

snapshot of their need. Keeping the view of the idea- Diabetic Point we discussed

and mentioned the clear bases on fact and figures to the specialized Doctors and

diabetic patients to convert our screen idea into a complete concept of a business.

Following topics were under discussion with our focus group.

Price ff the Products Brand Name

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Slogan Product Attributes etc…

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After revising the concept we got many positive feedback and suggestions which we took

it seriously and planned accordingly.

Our market segment consists of a large identifiable group

within a market with similar wants, purchasing power,

geographical location, buying attitude, or buying habits.

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We can create more fine-tuned products and price it appropriately for the target

audience.Diabetic point will provide its customers with a wide selection of high-quality

products that are unique and pleasing in presentation, offer a wide selection of health

conscious choices. Diabetic point seeks to fulfill the following benefits that are important

to their customers.

Selection . A wide choice of products.

Customer service . The patron will be impressed with the level of attention that

they receive.

Competitive pricing . All products will be competitively priced relative to other

companies.

 

 CarePillow Foot Protector 

   List Price : Rs 500/-

 Comfort Strides Shoes Ladies 

   From : List Price : Rs

2500/- 

 Comfort Strides Shoes Mens 

   From : List Price :Rs 2500/- 

 DI Case   

From : List Price : Rs 450/-  

 Dia Pak Classic 

   From : List Price : Rs

1000/- 

 Dia Pak

 Dia Pak Deluxe 

   

 Diabetic Travel Pouch -

AccelWell 

   

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DayMate From : List Price : Rs 500/-  From : List Price : Rs

1300/-  

List Price : Rs 1300/-

  DiaSox Diabetic Socks 

   From : List Price : Rs 250/-

  buy now  

 

 EdemaBoots Slippers Ladies 

   From : List Price : Rs

1200/-  

 EdemaBoots Slippers Mens 

   From :List Price : Rs

1200/- 

 Everyday Diabetes Organizer 

   From : List Price : 2500/-  

 Fit & Fresh 2-in-1 Salad Shaker 

   List Price : Rs 500/- 

 Fit & Fresh Breakfast Chiller 

   List Price : Rs 450/-

Fit & Fresh Chilled Shaker Cup 

   List Price : Rs 250/-

 

 Fit & Fresh Deluxe Lunch Chiller 

   List Price : 1200/-  

 Fit & Fresh Drink Mixers 

   From : List Price : Rs

450/- 

 Fit & Fresh Healthy Food Snacker   Fit & Fresh Healthy Lunch Combo Pack 

 Fit & Fresh Liv Pure Filtered Water Bottle 

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   List Price : Rs 250     

List Price : Rs 600  

   From : List Price : Rs 200

 Fit & Fresh Lunch on the Go 

   List Price : Rs 300/-  

 Fit & Fresh Lunch on the Go Set 

   List Price : Rs 200/-  

 Fit & Fresh Lunch POD 

   List Price : Rs 220/-  

 Fit & Fresh Soup & Salad 

   List Price : Rs 400  

 Fit & Fresh Vortex Hydrator 

   List Price :Rs100/-  

 Fit & Fresh Warm Soup Container 

   List Price : Rs 120/-  

 

Fit & Healthy Tools For Staying Fit   

FRIO Insulin Cooling Wallet Duo Pen 

 

FRIO Insulin Cooling Wallet Extra Small 

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From : List Price : Rs 1250/-

   From : List Price : 850/-  

   From : List Price :Rs 850/- 

 FRIO Insulin Cooling Wallet

Individual Pen 

   From : List Price :Rs 590/- 

 

FRIO Insulin Cooling Wallet Large 

   From : List Price Rs  410/-  

 

FRIO Insulin Cooling Wallet Small 

   From : List Price : Rs 700/- 

 FRIO Insulin Pump Cooling Wallet 

   List Price : Rs 650/- 

 Insul Guide 

   List Price : Rs 290/-  

 Insulin Protector Diabetic Case 

   From : List Price : Rs 810/-  

 Magni Guide   

 

Micro Cooler Diabetic Case   Micro Refrigerator 

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List Price : Rs 290/- 

   List Price :Rs  250/- 

    List Price Rs 2500/-

 On the Go Organizer 

   From : List Price : Rs 150/- 

 Pen Plus Diabetic Case 

   List Price : Rs 250/-  

 Portfolio and Diabetes Organizer 

   From : List Price : Rs 400/- 

 ProtectAll Diabetic Case 

   From : List Price : Rs 850/-  

 Safe Clip 

   List Price : Rs 120/-  

 Securitee Blanket 

   From : List Price : Rs 150/- 

  Wright Prefilled Syringe Case 

   List Price : Rs 100/- 

 SwellSox 

   List Price : Rs 150/-

 

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4.0 BUSINESS ANALYSIS:

Diabetic point's advertising budget is very limited, so the advertising program is simple.

Diabetic point will do direct mail, banner ads, for promoting their products to the target

market. Diabetic point's mission is to provide the customer the finest product. We exist to

attract and maintain customers. Our products will exceed the expectations of our

customers. 

1. Maintain positive, steady, growth each month.

2. Experience an increase in new customers who are turned into long-term

customers.

3. A double-digit growth rate for each future year.

4. Reduce the overhead per store through disciplined growth.

5. Continue to decrease the variable costs associated with product production.

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Sales Forecast Jan Dec 2010 2011Unit SalesShoes 110 135 1200 1350

Sock’s 155 175 1600 1800

Insulin 190 230 1700 1900

Gluco-Meter 75 100 850 1100

Diabetic Traveler Pouch 50 75 600 700

Deluxe Lunch chiller 10 13 95100

Vortex Hydrator 135 155 1300 1550

Micro Refrigerator 20 35 140 190

Others 600 780 1400 1600

Total Unit Sales 1,535 2,020 10,240 11,790

Unit PriceShoes 1200 1230 1190 1250

Sock’s 250 230 210 255

Insulin 850 830 825 850

Gluco-Meter 550 520 510 540

Diabetic Traveler Pouch 900 880 890 910

Deluxe Lunch Chiller 1200 1170 1190 1220

Vortex Hydrator 100 85 95 110

Micro Refrigerator 2500 2480 2490 2510

Others 345 350 320 310

Sales Shoes 132000 142500 428000 480550

Sock’s 38750 40759 336000 370650

Insulin 161500 163500 502500 550250

Gluco-Meter 41250 50250 534000 568000

Diabetic Traveler Pouch 45000 47650 650125 690145

Deluxe Lunch Chiller 12000 13500 113050 230350

Vortex Hydrator 13500 15000 123500 150250

Micro Refrigerator 50000 52450 348600 368000

Others 49000 52100 448000 460800

TOTAL SALES 54,3000 632,000 3473775 3868995

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5.0 PRODUCT DEVELOPMENT:

Our process of product development is Outsourcing that has caught the imagination of

the entire business world

The reasons to outsource product development are:

Acquiring Expertise Building Additional Resources

Minimizing Development Costs.

Some of our outsourcers for the different products are as follows:

Hush Puppies (for soft and silicon made pads for shoes). Abbot Pharmaceuticals (For different medicines and insulin).

Glaxo Smith Kline (GSK) for Gluco-meters and different other instrument.

ZARA Fabrics (for special diabetic Socks)

TERMS & CONDITIONS:

Quotations submitted by Diabetic Point shall be valid for the period therein stated, or where no period is stated then for a period of thirty days from date that such quotation is issued by Diabetic Point.

The quantity of the Goods shall be those specified in the order verification from Diabetic Point.

The price for the Goods is exclusive of local sales taxes.

The outsourcers must provide all the required products with in the given time frame otherwise the Diabetic Point have the right to charge late delivery charges.

5.0 TEST MARKETING:

Test Marketing is a limited introduction of a product or service to test public reaction for a full market strategy. Giving the public a small sample of what is to be offered is a form of test marketing. As diabetic Point would be the only point/display-centre in the region and will be used for the test marketing in the category of “Start Test Marketing”

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