Business Plan:Captured forever
Pragati DhingraAditya GuptaTarun JainAmit GargRavi R Srivastava
SunstoneBusiness School
Contents
• What is Captured Forever?
• Competition
• Offerings and Pricing
• Fulfillment Plan
• Operational Plan
What is captured forever?
• Be one stop shop for creating and printing Year
Books for students.
• Our core business is printing.
TARGET POPULATION
Top rated institutes like IITs, NITs, IIMs, DPS etc
Institutes like IIPM, Amity, Shardha University, CMS, schools in metros
Schools and Colleges in Class A cities.
Schools and colleges in non-metro cities
• Total Market Size – 3.8 million• Target Distribution
10%
15%
35%
40%
1
2
3
4
Competition
CapturedForever Offline Printer
Social Networking Site Online Printers
User Experience
Collaboration
EmotionalAppeal
High
Low
Offerings and pricing
PricePaper
QualityNo. of Prints
BindingType
Access to
Online Tools
Target Segment
I. Rs 499 < 130 GSM25
(Total 50 pages)
Normal Paper
Binding
Non Premier schools
II. Rs 799 130 to 200 GSM
25 (Total 50 pages)
Normal Paper
Binding Premier
schools
III. Rs 999 > 200 GSM25
(Total 50 pages)
Leather Binding
Non Premier colleges
IV.Rs 1099
> 200 GSM25
(Total 50 pages)
Leather Binding Premier
Colleges
• The Cost mentioned above is cost per single book and is applicable for min. order sizes of 25 books• Cost above does not include Shipping Charges. These will be extra, as applicable• The paper thickness is available in sizes: 120 – 280 GSM• The sheet size can be reduced from standard A3 and A4 sizes
COST AND MARGINS
Price Cost Margins
I. Rs. 499 Rs. 150 Rs. 349
II. Rs. 799 Rs. 180 Rs. 619
III. Rs. 999 Rs. 210 Rs. 789
IV.Rs. 1099 Rs. 250 Rs. 849
• The Cost mentioned above is cost per single book and is applicable for min. order sizes of 25 books• Cost above does not include Shipping Charges. These will be extra, as applicable• The paper thickness is available in sizes: 120 – 280 GSM• The sheet size can be reduced from standard A3 and A4 sizes
Fulfillment plan
• Orders Reviewed and sent to Printers at the end of every day
• Tie ups with multiple printers and delivery service providers
• Maximum TAT for Printing Vendor = One Week• Perform quality audits• Dispatch to destination School / College• Maximum Customer Delivery TAT = 3 weeks• Set-up a Customer Care Centre
We require ~INR 50 Lacs to get started….
Fixed Cost Amount
Setting up Office
Acquiring office space (+3 month advance) 200,000
Infrastructural fixed cost
Furniture 200,000
Machines/Servers/Internet/Backups 600,000
Telephone/Printer/Fax/Scanner 200,000
Acquiring Vendors
Acquisition of the vendor for printing 10,000
Acquisition of the vendor for delivery 10,000
Software
Online tool to create Year Book + Whole online setup 30,00,000
Total 42,20,000
….and generate profit in first year itself by launching in 10 colleges
P&L for first 10 colleges in first year Remarks
Revenue INR 9,000,000Number of Students
/College = 900
CostsReaching out to cultural secretary to tell the batch through him/her that onlineyearbook can be created for free -INR 50,000
Connecting with teachers, adding them to the year book -INR 200,000 50 teachers /College
Helping classes create a custom yearbook -INR 360,000
Creating emotional appeal -INR 900,000
FM radio dedications/sponsoring -INR 800,000 30 seconds cost 8-10K
Leaflets/posters -INR 100,000
Media coverage -INR 1,000,000News item/50 sq cm ad in
advertorial
Helping with farewell party -INR 900,000
Printing Cost -INR 2,430,000
Shipping cost -INR 45,000 0.5% of revenue
Total profit (With ad campaigns and assuming 10 colleges) INR 22,15,000
It will be profitable in the first year itself and generate INR 2.2 Lacs/college
Each college will generate INR 6.2 Lacs/ year of profit at steady state resulting in INR 20 Cr. of revenue by year 4
Revenue INR 9,00,000
Costs
Staying connected with cultural sec. -INR 5,000
Connecting with teachers -INR 20,000
Leaflets and posters -INR 10,000
Printing cost -INR 243,000
Revenue
Shipping Cost -INR 4,500
Total profit (per college in steady state) INR 6,17,500
After the first year, colleges will be in steady state and generate ~70% of EBITDA
Unit Economics 4-Years Financials
• We can capture 5% of the college market share by year 4• We will not require any additional funding to grow• These projection are based on targeting college yearbook only
QUESTIONS….
TARGET SEGMENTS - Each Offering
• Students will be free to chose any kind of options out of four available, from marketing point of view we have loosely identified target segments for each offering:
• Offering I: This is more suitable for class X and XI students from non premier institutes
• Offering II: This is more suitable for class X and XI students from premier institutes
• Offering III: This is more suitable for engineering students• Offering IV: This is more suitable for MBA and other higher
education students.
OPPORTUNITY
Colleges Student (Hundred Thousands)
Engineering 3573 8.5
MBA 1700 1.8
CBSE X 10,000 12
CBSE XII 10,000 12
ISCE 1,800 1.7
ISC 1,600 1.2
IB
160 0.1
Medical 420 0.2
Total 38
Additional Opportunity
• Up sell customized merchandise to commemorate the event
• Cross sell related services – designing custom templates, content authoring, proof reading, express delivery
• Business and Corporate• Individuals
FEATURES
• Fun• Easy to use, online, collaborative• High quality products• On time, every time• Focus on customer service• One stop shop for all related services