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1. Introduction:
Fish farming is a growing industry full of opportunities due to the increased demand for fish as a source
of important nutrients for healthy living. The role of Fisheries in the development of agro-based economy
of Bangladesh is very important and promising. They contribute around 8% to national income, which
also is 32% of the total agricultural income. . Fish farming involves raising fish commercially in tanks or
enclosures, usually for food. The most common fish species raised by fish farms are Grass carp, Catla,
Climbing perch (koi), Yellowtail catfish, Rohu, Silver carp, Mozambique tilapia etc.
Found that among the respondents of their study 93.7% consumers are aware that various foods and
foodstuffs contain hazardous chemicals, while 95.5% of them are aware that these adulterated foods and
food stuffs are harmful to their health. Trust and knowledge about the quality of food (fish) is suggested
to be of importance for consumers attitudes and consumption when food are perceived to be risky and
cause negative consequences for themselves or their family .Thus, consumers over the world are now
much concern about the risk and health issues related to food intake. In low income countries like
Bangladesh it is found that economic determinants such as income and price are crucial in forming food
choice, however, evidence from empirical research suggests that due to social inequality some consumers
in the developing world, who have the purchasing power almost similar to the developed world are more
conscious about health issue regarding food intake. Bangladesh is a country with higher social inequality;
beside the hardcore poverty a large number of affluent consumers are found here (especially in the
capital).
This affluent group of consumers is more conscious about the health and nutrition issues
of the food items, and tends to make purchase from supermarkets and chains shops However, in
comparison to meat, fish is treated as a food with lower chance in chronic diseases and health hazards,
but adulteration and fish cultured in toxic environment could cause serious health problem. Only be a
physical issue, but also deal with other aspects such as social and financial consequences Trust is
another side of the risk coin; it is also more elusive and contestable concept than risk consumer
knowledge is another concept which has immense role in shaping consumer behaviors, particularly with
regard to information search and information processing the phenomenon of knowledge is closely related
with trust as well as with risk, when consumers are uncertain, trust is important in purchasing decision.

1.1 Name and Address of Business

Fresh Fisheries Farm

Village: Madhaobdi
District: Narsingdi
Dhaka, Bangladesh
Email: freshfishries@gmail.com
Cell: 01712667799
01813445566

Branches
Gulshan 2 (Dhaka)
Address: Road no-17
Dhanmoni, Dhaka
Address: Road no-27, Sankar
1.2 Name and Address of Entrepreneur
Md. Ashiq-Uz-Zamam
Address: Mohammadpur, Dhaka
Education : BBA in Accounting

Md. Sujan Mahmud

Address: Dhanmondi, Dhaka
Education : BBA in Marketing

Md. Mehrab Hassan

Address : Dhanmoni, Dhaka
Education: BBA in Finance

Personal values: "Think big, think fast, think ahead. Ideas are no one's monopoly"
Age: 23- 25 years

1.3 Nature of Business

Our business is based on 1932 partnership act that means the business is partnership
business. The name of our business is Fresh Fisheries Farm- Taste of Purity. Our goal is
to provide and ensure fresh, processed fish at a reasonable price to our target customers.

2. Executive Summary
Fish is the main source of animal protein in Bangladesh. However, no
previous studies we are aware of has analyzed or explored consumption and
attitude toward fish in Bangladesh. In accordance with several studies in the
area of food consumption behavior, this study use the Theory of Planed
Behavior (TPB - Ajzen, 1991) a conceptual framework to explore the
consumers attitude and consumption of fish in Dhaka city. Attitude,
subjective norms, perceived behavioral control in the traditional theory is
extended with perceived risk, trust and knowledge in order to explain
intention and consumption of fish.
The results show that fish as a meal is a common and broadly used food, and
the people have high motivation and positive attitude toward consumption of
fish. Perceived quality is revealed as the main determinant of consumers
attitude, while availability is the main determinant of perceived behavioral
control. Bones and smells of fish are not considered as unpleasant and not
found as a significant indicator of attitudes.
The actual and potential buyers describe about character of the structure of
the market. It is the place where demand of a product exists. Traditionally
places where buyers and sellers are brought together to buy or sell fish are
referred as fish market. In Swarighat, total no of wholesaler and Aratdar is
between 500 and 700 and over 80-100 peoples are act as Aratdar. Over 500
no of people also work with the traders as day laborers and they get Tk 200
per day for their work. This market is performed only for a few hours in the
early morning where traders are involved in fish trading from 6 am to 9-10
am. From the other markets of the city, the fish trading system in the market
is unusual to a certain extent. In the open place, fish is mainly traded here.
Medium and large size fishes are separated from a mixed group by species
and size and are sold in hali (4 pieces). Every trader has a fixed space for
their business. There is no stalls for the traders but a few sheds are already
exists. There is no Electricity or telecommunication, preservation or freezing
facilities.

Marketing distribution channels are sets of organization which depends on

each other involved in a series of action to make a product or service
available for use or consumption. By the means of the channel members
(Local traders, Fishers or fish farmer, Aratdars, Mahajans, Whole seller,
Distributor etc) the harvested fisheries transfer from producers to consumers

. Depending on kind and quality of fish market, ability to use marketing

services and the prevailing social and physical environment this market.

There are also some retail shops in the Dhaka city those are involved with
the fish market but in the small scale. Peoples are searching the fresh fish at
reasonable price. Apart from this situation we can enter to the market to
fulfill the nutritious need and diet need of the customer. Fish market of our
country is not structured, so we want to come in the market as structured
way.we can provide to the customer pure fish, better service, benefits, as
well as reasonable price. We have own fish cultivate capacity and own
distribution channel to serve the consumer.

3. Market Analysis
Fish is the main source of animal protein in Bangladesh, it constitute 63% of protein supply in the
national diet. The fish consumers in the country (especially in the Capital) witnessed adulteration in the
fishes by the traders, through the process of culturing in toxic environment and using unhealthy
preservatives. Examples can be cited from the prime daily newspapers of the country: At least 80,000kg
of formalin-treated fishes daily enter the country from Myanmar, posing serious health hazards to
millions of consumers./ There were about 16 lagoons of WASA on 236 acres of land to rectify the sewers
from different areas of the city. These lagoons are unfit for fish farmings toxic effluent find way into the
lagoon water. Some local influential people have been farming fish in the lagoons for long. Every day
they collect fish from the lagoons and supply them to different markets in the capital city
3.1 Market Trend:
Apart from this situation there are no structured fish markets in Bangladesh. Everyday people are
consuming formalin fish from different places. There are some retail shop doing business of fish but that
are not enough for people, beside they cannot ensure fresh fish according to the customer demand.
Peoples are also consuming fish from local market but that is not healthy. Peoples are really deprived
from fresh fish as well as enough nutritious. There are some retail shops for fish but they provide fish in
small scale in the Dhaka city.

3.2 Market Forces:

The demand of fish is increasing day by day as well as the market growth of fisheries are growing now, so
as a new entrant in the fish market is positive for us.

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3.3 Micro and Macro Environment Analysis
Economic Effect
There are lot of demand for fish market in the Dhaka city. Fisheries have lot of contribution in the
economy. Fish is the economic product for our country as well as price sensitive because, whatever the
income of the people are not bothered rather they consuming fish. Beside , fisheries farm contributing in
the economy by creating employment opportunities.
Cultural Effect
Peoples are affected by the culture and culture in our country for fish market is positive because peoples
of our country first demand the physical need thats mean rice and fish. So fish market have lot demand in
the Dhaka city as well as whole Bangladesh.
The growth of population is increasing day by day, so the demand for fresh fish and processed fish do not
meet the supply. We are here to ensure providing the target customer Healthy, Fresh and Quality
processed fish products also Quick and Easy services at a reasonable price for all.

Technological Effect
Technology plays an important role in an economy. Modern and advanced technology creates a new
horizon for business; mostly for product & service oriented business. Thats why we are going to use the
following technologies for our Fresh Fisheries Firm. The technology such as

Computer processing bill for fish

Frozen fish transportation and storing system
Free online service
Promotional campaign activities through SMS

Legal Concern
Our organization planning and strategies are formed on the basis of local and state government; also we
are following the 1932 partnership act that means our business is a partnership business. We are also
providing products and services to the customers in a legal way following the rules and regulations of
Bangladesh government.

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Competitors
The competitors of Fresh Fisheries Farms are the normal fish markets and the other retail stores who sell
fish, such as Meena Bazaar, Sopno etc. As we know that, the demand of fish is increasing day by day so
it is clear that the people purchase fish products from the fish market and retail store. But the fish markets
and retail stores do nor ensure the fresh fish for the people here the threat of formalin is a big issue
because the people paying money but their nutritions and health are suffering.
Thats why we are entering in to this large profitable sector for providing fish and different fish products
that is produced by our own farm and distributed through our own retail shop. Most importantly we dont
use any intermediaries and we also use our own supply chain structure. Thats why our fish and fish
products is reasonable than our competitors.

Customer
Customer who pays money to acquire a products or services from organization. The main customers of
our Fresh Fisheries Farms are classified in to two parts and they are
Individual Customer General people, households or our target customer.
Institutional Customer Hotels, restaurants.

Suppliers
Fresh Fisheries Farm does not have any supplier, because they provide fish and different fish products to
their target customer through their own retail shop and home delivery system.

Regulators

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A unit that has the potential to control legislates, or otherwise influences the organizations policies and
practices. The regulators of the fisheries business are
Ministry of Fisheries rules and regulations.

Food administration procedures.

Environment protection agency.

3.4 SWOT Analysis

Strength :

Opportunities

Diversified fish product offering

Large demand for fish

Home delivery service

No retail shop only for fish

Effective and efficient distribution

channel

Easy to get government support

Fish is the economic product for our

country

Weakness :

Threat :

High initial capital investment

Weather temperature control

Expensive storage and refrigeration

cost

Political instability

Poor road- delayed delivery & accident

Internal

External

4. Description of venture
4.1 Vision Statement: We want to increase the economic growth by fish farming as well as

expand the fish market.

4.2 Mission Statement:
To fulfill the nutritious demand of our target
customer in the Dhaka city

4.3 Business Objectives: To grow the market share of our business by

increasing fish market and make profit

4.4 Scope of the operation:

We are going to form our business as partnership. Because;

Availability of large resources:

Since two or more partners join hands to start a partnership business, it may be possible
to pool together more resources as compared to a sole proprietorship. The partners can
contribute more capital, more effort and more time for the business.
Better decisions:
The partners are the owners of the business. Each of them has equal right to participate in
the management of the business. In case of any conflict, they can sit together to solve the
problem. Since all partners participate in the decision-making process, there is less scope
for reckless and hasty decisions.
Flexibility in operations:
A partnership firm is a flexible organization. At any time, the partners can decide to
change the size or nature of the business or area of its operation. There is no need to
follow any legal procedure. Only the consent of all the partners is required.
Sharing risks:
In a partnership firm all the partners share the business risks. For example, if there are
three partners and the firm makes a loss of Rs.12,000 in a particular period, then all
partners may share it and the individual burden will be Rs.4000 only. Because of this, the
partners may be encouraged to take up more risk and hence expand their business more.
Protection of interest of each partner:
In a partnership firm, every partner has an equal say in decision making and the
management of the business. If any decision goes against the interest of any partner, he
can prevent the decision from being taken. In extreme cases an unsatisfied partner may
withdraw from the business and can dissolve it. In such extreme cases the partnership
deed is required. In absence of the partnership deed, no legal protection is given to the
partners.

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Benefits of specialization:
Since all the partners are owners of the business, they can actively participate in every
aspect of business as per their specialization, knowledge and experience. If you want to
start a firm to provide legal consultancy to people, then one partner may deal with civil
cases, one in criminal cases, and another in labor cases and so on as per the individual
specialization. Similarly, two or more doctors of different specialization may start a clinic
in partnership.

4.5 Fresh Fisheries Farm Project:

Aquaculture is currently responsible for a significant proportion of total fish production in
Bangladesh. Fish is the main animal sources of protein for the rural people of Bangladesh.
However, given increasing demand for fish, the per capita production of fish is declining. The
present study highlights the development of fresh water pond fish culture through grassroots
level organization in Banglades

Our farm location is located in Narsigndi because

here the transportation is very easy and we can easily
supply fish to our own outlet. We will cultivate 7 to 8
categories fish in our farm. We will cultivate three
types of fish at once, so it will be so cost effective. In
a Country like Bangladesh where fish is one of the
main source of protein and fish culture has a long
tradition, pond fish culture can be expected to play an important role in supplying fish needs of
the people, especially in view of steadily increasing demand for fish, due to increase in
population and the fish prices.
Pond fish culture can also become a major income-generating element in rural development
programs. Supplemented with agricultural crop production and animal husbandry, pond fish
culture can generate income and employment in the rural areas of Bangladesh .
Factors Responsible for Increasing Fish production

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It is true that fish production per unit area and time will not be uniform all over the country or in
all types of water bodies. Pond fish production may be represented a function of various inputs
used and production practices. For semi-intensive and intensive pond fish culture it is essential to
use modern inputs such as selected fish seeds, manure and fertilizers, artificial feeding,
insecticides and necessary care for pond management. Production practices and input use depend
on changes in technology, socioeconomic environment and development in the production area.
There are many factors responsible for increasing pond fish production in Bangladesh and could
be classified into four major groups: a)management factor, b) technological factor, c) social
factor and d) policy factor.
Production Practices

Pond fish production may be represented by a function of various inputs used and production
practices. For intensive fish culture it is most essential to use modern inputs such as selected fish
seeds, manure and fertilisers, artificial feeding, insecticides and necessary care for pond
management. The purpose of fertilisation is to increase the production of plankton, preferred as
feed for fish and that of supplementary feeding is to complement the nutrients that are in short
supply in the fishpond. Production practices and input use depend on changes in technology,
socio-economic environment and development in production area. Input use and its mixes are
influenced to some extend by the knowledge of input usage, with significant impacts on total
output, and inputs available to the producers locally in reasonable prices. In the study areas,
many farmers recognized the importance of using fertilizer and supplementary feed to increase
pond fish production. Utilization of these inputs varied among the fish pond farmers in different
locations and among the farmers within the same location. Production practices and input uses of
the study area are examined briefly hereafter

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Supplementary feeding
Artificial feeding is one of the principal methods of increasing fishpond production. Its
importance varies according to the intensity of cultivation like extensive, semi-intensive, or
intensive. The amount of daily feed is determined by the age of the fish, water temperature,
stocking density, amount of natural food available, weather conditions and price of feed. Each
species requires different types of diet during its growing period and different proportion and
combination of feeds are necessary to make the diet balanced. Generally there are two sources of
artificial feeding, plant and animal. The plant origin includes rice bran, wheat bran and different
kinds of oil cakes where as animal origin includes, fishmeal, slaughterhouse residues, poultry
manure, etc. Out of a wide variety of feed stuffs, rice bran is most popular in both nursery and
rearing ponds .

4.6 Fresh Fisheries Farm Hatchery

Bangladesh is a densely populated country. Fish is a prime sources of protien for the people. Hetchery
play an important role in fish farming and also the provide fish according fo the demand. A fish hatchery
is a "place for artificial breeding, hatching and rearing through the early life stages of animals. Hatcheries
produce larval and juvenile fish (and shellfish and crustaceans) primarily to support the aquaculture
industry where they are transferred to on-growing systems i.e. fish farms to reach harvest size.
Purposes of Hatchery

1. Out of season production

Consistent supply of fish from aquaculture facilities is an important market
requirement. Broodstock conditioning can extend the natural spawning season and
thus the supply of juveniles to farms. Supply can be further guaranteed by sourcing
from hatcheries in the opposite hemisphere i.e. with opposite seasons

2. Genetic improvement

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Genetic modification is conducted in some hatcheries to improve the quality and yield of farmed
species. Artificial fertilization facilitates selective breeding programs which aim to improve
production characteristics such as growth rate, disease resistance, survival, color, increased
fecundity and/or lower age of maturation. Genetic improvement can be mediated by selective
breeding, via hybridization, or other genetic manipulation techniques.
3. Reduce dependence
Fresh Fisheries Farm creating their own hatchery for reducing dependency of the small fish
supplier and growing the best quality fish in their own responsibility. Also it is an important parts
of fish cultivation and business. Most importantly in near future it is also an excellent source of
revenue for the farm as well.

Hatchery design

Hatchery designs are highly flexible and are tailored to the requirements of site, species
produced, geographic location, funding and personal preferences. Many hatchery facilities are
small and coupled to larger on-growing operations, whilst others may produce juveniles solely
for sale. Very small-scale hatcheries are often utilized in subsistence farming to supply families
or communities particularly in south-east Asia. A small-scale hatchery unit consists of larval
rearing tanks, filters, live food production tanks and a flow through water supply. A generalized
commercial scale hatchery would contain a bloodstock holding and spawning area, feed culture
facility, larval culture area, juvenile culture area, pump facilities, laboratory, quarantine area, and
offices and bathrooms.
Fish farms
Other arguments that surround fish farms such as the supplementation of feed from wild caught
species, the prevalence of disease, fish welfare issues and potential effects on the environment
are also issues for hatchery facilities.

4.7 Picnic Spot of Fresh Fisheries Farm

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A picnic is a pleasure excursion at which a meal is eaten outdoors ideally taking place in a beautiful
landscape such as a park, beside a lake or with an interesting view and possibly at a public event such as
before an open air theatre performance, and usually in summer. Picnics are often family-oriented but can
also be an intimate occasion between two people or a large get-together such as company picnics.
We are creating a picnic spot in our own area for different purposes, such asReasons of Doing Picnic Spot

For maximizing the farms profit.

Introducing our farm to the people.
Creating unique features for the farm.
Designing the farm in a modern way not only for us but also for people amusement.
Beautification for the farm.

Structure of Fresh Fisheries Picnic Spot

Hut for the visitors

Pond side picnic area

A view of picnic restaurant

4.8 Product
Fish farming is a growing industry or business in Bangladesh. In Bangladesh fish is the main source of
animal protein that not only the prime or main meal of human but also an excellent source of income.
Through fish farming and selling fish a profit is coming very easily because the demand of fresh fish is
higher than supply in the country. Bangladesh is developing country which is also known for its river and

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sea. Bangladesh has the longest sea beach in the world. Bangladesh collects lots of revenue from
exporting fish outside the country.

Fresh Fishers Firm produces the six categories of fish in our firm and the fishes are

Catla

Rohita

Climbing Perch

Tilapia

Yellow

Calbaush

Catfish

The Fresh Fisheries Farm not only provide the fresh fish but also the other categories of fish
products and the products are
Types of fish products
Half Cook fish
Cooking provides short-term preservation of fish and it is usually a few days before any
deterioration becomes noticeable.

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A range of methods are used for cooking fish but the principle of the process remains the same.
The flesh of the fish softens, enzymes become inactivated and the process kills many of the
bacteria present on the surface of the fish.
Boiling and poaching both involve cooking the fish in hot water whereas frying uses hot oil. The
advantage of these techniques is they are very simple and require no more than basic household
equipment and are therefore suitable for small-scale production.
Cooked fish products are most usually for immediate consumption and require no sophisticated
packaging. The shelf-life can be extended for a few days by using refrigerated storage and the
product should be covered to prevent recontamination.
Frozen fish

The spoilage of fish is directly related to temperature. The higher the temperature, the faster the
spoilage up to around 40C, above which heat will destroy bacteria and enzymes. Any reduction
in the temperature prior to processing will maintain the quality of the fish for longer.
Fish can be kept cool by covering it with clean, damp sacking and placing it in the shade.
Although this method is simple and requires no special equipment, the fish still begins to
deteriorate within a few hours.
An alternative is to pack the fish with ice. This is an effective method and preserves the fish for a
longer period of time. Obtaining ice, however, can be difficult for the following reasons:
Most ice-making machines are power-operated and therefore require some kind of fuel.
Obtaining fuel can often be difficult and the machines may prove expensive to operate.
A great deal of ice is required and often the cost of the ice is greater than the actual cost of the
fish.
Freezing is an alternative method for cooling fish. This technique provides long-term
preservation, but it is relatively expensive in terms of equipment and operating costs. In view of
this it is not recommended for the majority of small-scale fisheries.

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Cured fish products

Curing involves the techniques of drying, dry salting/brining (soaking in salt solution) or
smoking. These may be used alone or in various combinations to produce a range of products
with a long shelf-life. For example:
Drying - Smoking - Drying
Brining - Smoking - Drying
Salting - Drying
Salting - Drying - Smoking
Techniques such as these reduce the water content in the flesh of the fish, and thereby prevent the
growth of spoilage microorganisms.
Dried fish

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The heat of the sun and movement of air remove moisture which causes the fish to dry. In order
to prevent spoilage, the moisture content needs to be reduced to 25 per cent or less. The
percentage will depend on the oiliness of the fish and whether it has been salted.
Traditionally, whole small fish or split large fish are spread in the sun on the ground, or on mats,
nets, roofs, or on raised racks. Sun-drying does not allow very much control over drying times,
and it also exposes the fish to attack by insects or vermin and allows contamination by sand and
dirt. Such techniques are totally dependent upon the weather conditions. The ideal is dry weather
with low humidity and clear skies.
Salted fish
Most food poisoning bacteria cannot live in salty conditions and a concentration of 6-10 per cent
salt in the fish tissue will prevent their activity. The product is preserved by salting and will have
a longer shelf-life. However, a group of micro-organisms known as 'halophilic bacteria' are saltloving and will spoil the salted fish even at a concentration of 6-10 per cent. Further removal of
the water by drying is needed to inhibit these bacteria.
During salting or brining two processes take place simultaneously:
water moves from the fish into the solution outside
salt moves from the solution outside into the flesh of the fish.
Salting requires minimal equipment, but the method used is important. Salt can be applied in
many different ways. Traditional methods involve rubbing salt into the flesh of the fish or
making alternate layers of fish and salt (recommended levels of salt usage are 30-40 per cent of
the prepared weight of the fish). There is often the problem, however, that the concentration of
salt in the flesh is not sufficient to preserve the fish, as it has not been uniformly applied. A better
technique is brining. This involves immersing the fish into a pre-prepared solution of salt (36 per
cent salt). The advantage is that the salt concentration can be more easily controlled, and salt
penetration is more uniform. Brining is usually used in conjunction with drying.
Ultimately the effectiveness of salting for preservation depends upon:
uniform salt concentration in the fish flesh
concentration of salt, and time taken for salting
whether or not salting is combined with other preservation methods such as drying.
Smoked fish

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The preservative effect of the smoking process is due to drying and the deposition in the fish
flesh of the natural chemicals of wood smoke. Smoke from the burning wood contains a number
of compounds which inhibit bacteria. Heat from the fire causes drying, and if the temperature is
high enough, the flesh becomes cooked. Both of these factors prevent bacterial growth and
enzyme activity which may cause spoilage.
Fish can be smoked in a variety of ways, but as a general principle, the longer it is smoked, the
longer its shelf-life will be.
Smoking can be categorized as:
Cold smoking- In this method, the temperature is not high enough to cook the fish. It is not
usually higher than 35C.
Hot smoking- In this method, the temperature is high enough to cook fish.
Hot smoking is often the preferred method. This is because the process requires less control than
cold processing and the shelf-life of the hot-smoked product is longer, because the fish is smoked
until dry. Hot smoking does, however, have the disadvantage that it consumes more fuel than the
cold-smoking method.
Traditionally, the fish would be placed with smouldering grasses or wood. Alternatively, fish may
be laid or hung on bamboo racks in the smoke of a fire (see below).
Smoking fish traditionally
There are various types of kiln available in different parts of the world, which are used for
smoking. Although traditional kilos and ovens have low capital costs, they commonly have an
ineffective air-flow system, which results in poor economy of fuel wood and lack of control over
temperature and smoke density. Improved smokers include the oil drum smoker and the chocker
smoker.

Fermented fish

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Fermentation is a process by which beneficial bacteria are encouraged to grow. These bacteria
increase the acidity of the fish and therefore prevent the growth of spoilage and food-poisoning
bacteria. Additionally, salt is used to prevent the action of spoilage bacteria and allow the fish
enzymes and the beneficial acid-producing bacteria to soften (break down) the flesh.
Fermentation is therefore the controlled action of the desirable micro-organisms in order to alter
the flavor or texture of the fish and extend the shelf-life.
The use of fermentation as a low-cost method of fish preservation is commonly practiced all over
the world. There are many different types of fermented products and their nature depends largely
on the extent of fermentation which has been allowed to take place. They can be categorized as:
fish which retains its original texture
pastes
liquids/sauces

4.9 Service
In every business service is very important. In our point of view service means the customer satisfaction
and we are always try to impress our target customer through our services. Fresh Fishers Firm not only
producing fish in the ponds but also selling to the customer in through our own retail store in Dhaka city.

Services of Fresh Fishers Firm

Home delivery VAN or transportation service for products

Products at reasonable price, specially cheaper then others
Online order system
Customer can purchase our product by using credit card
Monthly discount on purchase

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4.10 Outlet Equipment

We are using modern equipment to benefit our target customers, such as:
Trolley

Computer

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Freeze

Tray

Frozzen Equipment

Oven

4.11 Personnel

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opTMidFrlestLnagm

We have hired both male and female fresher, talented, presentable personnel.
Top Management: Partners
Middle Management: Branch manager, Cashier
First Line Manager: Supervisor, Sales person, Storekeeper,

4.12 Number of Employees for Two Branches

Designation
Manager
Sales Person
Gatekeeper
Cleaner
Driver

Number of Persons
3
8
2
2
3

Salary & Wages( Per Person)

15,000
5000
3000
3000
4000

5. Production and Operation Plan

Alternatives to sun-drying involve the use of solar or artificial dryers. There has been a great deal of
research on the development of solar dryers as an improved method of drying fish. This has shown that by
achieving increased drying temperatures and reduced humiditys, solar dryers can increase drying rates
and produce a lower moisture content in the final products, with improvements in fish quality compared
with the traditional sun-drying techniques.
Figure 1: Improved solar dryer

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Figure 1 illustrates a solar tent dryer. This was first developed in Bangladesh, but there are now numerous
variations in different parts of the world. It is probably one of the most simple designs.

Figure 2: Solar tent dryer

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Figure 2 shows an improved solar dryer, with a separate collector and drying chamber. The chimney is
painted black to absorb more heat. This will heat the air inside the chimney, thereby increasing the air
flow through the dryer.

Figure 3: Tray dryer

Figure 3 illustrates an artificially-heated tray dryer. When rain threatens, the trays, which were previously
placed in the sun to dry, are assembled on top of each other over a simple heating compartment. A roof
and chimney are placed on top, and drying continues by direct heating.
Both solar and artificial dryers try to overcome the difficulties posed by sun-drying during the rainy
season. With these dryers it is possible to minimize drying times and to increase the product quality. It
should however, be pointed out that it is only advantageous to use such dryers if there is a market for a
higher-quality product or if the fish would otherwise be lost.
Salted fish
Most food poisoning bacteria cannot live in salty conditions and a concentration of 6-10 per cent salt in
the fish tissue will prevent their activity. The product is preserved by salting and will have a longer shelflife. However, a group of micro-organisms known as 'halophilic bacteria' are salt-loving and will spoil the
salted fish even at a concentration of 6-10 per cent. Further removal of the water by drying is needed to
inhibit these bacteria.
During salting or brining two processes take place simultaneously:

26
water moves from the fish into the solution outside
salt moves from the solution outside into the flesh of the fish.
Salting requires minimal equipment, but the method used is important. Salt can be applied in many
different ways. Traditional methods involve rubbing salt into the flesh of the fish or making alternate
layers of fish and salt (recommended levels of salt usage are 30-40 per cent of the prepared weight of the
fish). There is often the problem, however, that the concentration of salt in the flesh is not sufficient to
preserve the fish, as it has not been uniformly applied. A better technique is brining. This involves
immersing the fish into a pre-prepared solution of salt (36 per cent salt). The advantage is that the salt
concentration can be more easily controlled, and salt penetration is more uniform. Brining is usually used
in conjunction with drying.
Ultimately the effectiveness of salting for preservation depends upon:
uniform salt concentration in the fish flesh
concentration of salt, and time taken for salting
whether or not salting is combined with other preservation methods such as drying.
Smoked fish
The preservative effect of the smoking process is due to drying and the deposition in the fish flesh of the
natural chemicals of wood smoke. Smoke from the burning wood contains a number of compounds which
inhibit bacteria. Heat from the fire causes drying, and if the temperature is high enough, the flesh
becomes cooked. Both of these factors prevent bacterial growth and enzyme activity which may cause
spoilage.
Fish can be smoked in a variety of ways, but as a general principle, the longer it is smoked, the longer its
shelf-life will be.
Smoking can be categorized as:
Cold smoking. In this method, the temperature is not high enough to cook the fish. It is not usually
higher than 35C.
Hot smoking. In this method, the temperature is high enough to cook fish.
Hot smoking is often the preferred method. This is because the process requires less control than cold
processing and the shelf-life of the hot-smoked product is longer, because the fish is smoked until dry.
Hot smoking does, however, have the disadvantage that it consumes more fuel than the cold-smoking
method.
Traditionally, the fish would be placed with smouldering grasses or wood. Alternatively, fish may be laid
or hung on bamboo racks in the smoke of a fire (see below).
Smoking Fish Traditionally
There are various types of kiln available in different parts of the world, which are used for smoking.
Although traditional kilos and ovens have low capital costs, they commonly have an ineffective air-flow

27
system, which results in poor economy of fuelwood and lack of control over temperature and smoke
density. Improved smokers include the oil drum smoker and the chorker smoker.
Oil drum smoker

Chorker smoker

28

As well as improved smokers, there are also improved techniques which involve either pre-salting the
fish, so that the moisture content is reduced prior to smoking. Alternatively there are a range of improved
kiln and oven designs (for details refer to the equipment catalogue section).
Production of cured fish products
5.1 Equipment required
Processing stage

Equipment

Gut

Cutting equipment

Wash
Salt

Weighing and measuring equipment

Brine meter

Smoke

Smoking equipment

Dry

Solar dryer
Fuel-fired dryer
Electric dryer

Pack

Packaging materials
Sealing machine

Packaging of cured fish products

29
The most important concerns regarding packaging for these products are to prevent moisture pick-up and
to prevent recontamination by insects and micro-organisms. Traditional packaging materials include cane
baskets, leaves, and jute bags. Alternatives include flexible packaging such as polythene bags, or wooden
and cardboard packs. Indeed, the two may be combined, as in a polythene bag enclosed in an outer
cardboard pack.

Fermented fish
Fermentation is a process by which beneficial bacteria are encouraged to grow. These bacteria increase
the acidity of the fish and therefore prevent the growth of spoilage and food-poisoning bacteria.
Additionally, salt is used to prevent the action of spoilage bacteria and allow the fish enzymes and the
beneficial acid-producing bacteria to soften (break down) the flesh. Fermentation is therefore the
controlled action of the desirable micro-organisms in order to alter the flavour or texture of the fish and
extend the shelf-life.
The use of fermentation as a low-cost method of fish preservation is commonly practiced all over the
world. There are many different types of fermented products and their nature depends largely on the
extent of fermentation which has been allowed to take place. They can be categorized as:
fish which retains its original texture
pastes
liquids/sauces.
As with salting, there is little need for equipment other than pans and containing vessels, and the process
may easily be carried out on a small scale.
The table below outlines stages in the production of a typical fermented-fish product.
Packaging of fermented fish
There are almost as many traditional methods of packaging fermented fish as there are ways of making it
- such as earthenware pots, oil cans, drums and glass bottles. In the past, the latter have been used because
of their low cost, but nowadays, cheaper plastic containers tend to replace the traditional types. The most
important function of packaging for fermented fish products is that the containers should be air-tight,
helping to develop and maintain the airless conditions required for good fermentation and storage. As the
major advantage of these products is their low cost, the type of packaging is necessarily restricted. Glass
bottles are often used for the better-quality products, but earthenware pots and even plastic bags are used.

5.2 Supplier

30

G
n
R
S

Fre s h
F is h e r i
es
u ls h a
D h an
Fa rm
-2
m on d i
e t a il
R e t a il
h op
S h op

5. Location
Location of our fishers farm are situated Narshindi and the two retail shop is situated in
1. Gulshan-2
&
2. Dhanmondi
Location Map

31

5.4 Location cost

Gulshan-2

Dhanmondi (Shankar)

Per Sq 140 tk.

500 sq shop 140 tk. = 70,000 BDT

Per Sq 100 tk.

500 sq shop 100 tk.= 50,000 BDT

Operation Plan
Every company has its own operating plan.without sound operating plan no company cannot
survive long time in the market. A sound operating plan can carry a firm to the long term success.
As like as others farm we have operating plan.
1) Description of company operation: Our farm is middle scale firm. We will serve various
products and services. We will have fish production, Hatchery and Picnic spot but picnic
spot is our optional part of business. The main purpose of picnic spot is to earn extra
income. We will have Hatchery to produce spawn. It is also an extra part of our business.
After meeting our needs we will sell extra outside to earn profit and hope it will add
adequate profit to account.
Our main business is to fisheries. Our main target is to provide formalin free fish in the
market because it is common to see that there is a shortage of fresh fish in the market. We
will serve fish to the market through retail shop. We will have two retail shop in the
market. They are at Dhanmondi and Gulshan. We will also serve the fish in the market
through home delivery. There will have various options to place the order. If the people
come to the retail shop they can purchase directly but if the people want to purchase fish
by sitting at home they can do it. On the basis of order we will serve through home
delivery.

32

2) Flow of Order for Goods and Services: Every firm has its own style to place the order for
their products and services by the customer. As the business of fisheries we are
fishermen. We are the first in Bangladesh that we will have Retail store to purchase the
fish. But most exclusive option we will arrange to place the order for fresh fish by sitting
at home by the customer and we will serve the fish after getting the order from the
customer through home delivery.
We are the first fishermen in Bangladesh that we are going to use the modern technology
to place the order for fresh fish. We will arrange SMS service to place the order by sitting
at home. We will also have website where one can put the order and we will also have
Facebook page in which will upload daily picture fresh fish and by seeing this if anybody
put like on the picture then there will come an option to place the order and fish will
reach to the door of customer just on time.
3) Technology Utilization: For arranging such kind of system we will use modern
technology such as
1) Computer processing bill
2) Frozen products transportation and storing
3) Online service
4) Facebook page

6. Marketing Plan
6.1 Objective
Our objective is to satisfying customers fish need and make profit. We have develop our
marketing plan as way, so that we can communicate with our target customer, position in the
customer mind that help us to achieve business objective.

6.2 Situation Analysis

There are huge demand of fish in our country. Bangladesh is a densely populated agro-economy
based country in Southeast Asia, with a population of 14.79 cores and an area of 147,570 square
km. The average per capita accessible land resources are limited for agricultural production. In
the past half a century, environmental degradation of land and aquatic habitats along with
frequent natural disasters have affected the national economy(BBS, 2011).
Fisheries are now considered as the most effective sector for employment generation, 63% of the
total protein consumption and are the second highest export earning sector of the country
(DoF, 2006). During the last two decades, significant growth rates in fisheries production have
been achieved by expansion

33

of closed water aquaculture through the intervention of production technologies and adoption of
community based fisheries management for conservation and sustainable exploration of open
water fisheries resources. More than 15 million people are directly or indirectly dependent on the
fisheries sector for their livelihood. Therefore, government and development partners have given
priority attention to promote this sector.
Apart from this situation we understand that fish farming have more opportunities, possibilities,
as well as some threat also, so we have conducted SWOT analysis for our company.

6.3 Marketing Strategy

A strategy marketing plan usually evolves from an organization overall corporate strategy and serves as
guide for specific marketing program and policies.
Segmentati
on

Targeting

Positioning

Marketing Mix

6.4 Segmentation
One of the first steps in developing an overall marketing strategy is to perform a market
segmentation analysis, as a way to manage the strategy development process and ensure its
effectiveness and success. The concept behind market segmentation is intuitive and relatively
simple. Fish is the economy product thats why it has large market but as a entrance we can not
cover the whole country. We need to segment the market. We segment our market in several
ways. First we segment our market geographically on the basis of location. We will establish our
retail shop in two place of Dhaka city.

34
D
G
e
h
o
u
a
lg
n
r
s
m
a
o
p
n
h
d
i2
c
a
l
l
y

We will provide our diversified product and service to our customer by the Ghulsan and
Dhanmoni retail shop as well as whole Dhaka city by the home delivery service
After that we segment our market demographically assuming
IH IH
no no
uc
s
o
e
m

uc
s
o
e
m

eh eh
o o
l l
d d

6.5 Bases forMarket Profile

Age

: Above 15

Income

: Above 20,000

Occupation

: Homemaker, professional,

Education

: Completed Primary education

Family life cycle

6.6 Targeting

:Married, Married with children, individual

35

A set of buyers sharing common needs or characteristics that the company decide to serve. The outcome
of the segmentation analysis will reveal the opportunity available in the market. We can select a target
market in these ways
* Undifferentiated marketing
* Differentiated marketing
* Concentrated marketing
* Micro marketing

After segmentation the market, we have selected Family size as segmented area because the
family size more involve with our product purchase decision. We have selected differentiated
marketing. We provide different categories of product for different types of people.
Differentiate refer a market coverage strategy in which a firm decide to target several market segments
and design separate product category for each

6.7 Positioning Strategy

Market positioning is the art and science of filling the product or service to one or more segment of the
broad market in such a way as to set it meaningfully apart from competition.

Comparison between Fresh Fisheries Firm & Fish Market

Fresh Fisheries Firm

Fish that is free of formalin.

Normal Fish Market

Fish where formalin is a threat.

36
Fixed price no bargaining system.

Bargaining system where injustice

happened.

is

Neat and clean fish and retail shop.

Messy place in market.

No middleman or intermediaries.

Middleman and intermediaries that create a

price hike.

Home delivery system for customer.

No home delivery system.

Excellent storage and transport system.

Lack of storage system about fish.

Point of Parity : we are selling fish and fish product.

Point of Difference: We provide fresh fish( formalin free),process fish at low price and home
delivery service to our target customer.
Competitive Advantage:
We will deliver highly valued benefit to target buyers.
Competitor cannot offer more than us and we can offer it in a more distinct way.
Our differences are communicable and visible to our target customer such as price,
quality.
Our target customer can afford to pay for the differences.
Positioning Statement: Those peoples are deprived from fresh fish, Fresh Fisheries Farm is
your solution that give you fresh fish at low price.

6.8 Marketing Mix

Marketing mix refer set of controllable element that are 4ps product, price, place, promotion.

37
P
M
a
r
k
e
t
i
n
g

Product Strategy
Product is anything that can be offered to a market for attention, acquisition, use or consumption that
might satisfy a want or nee
Product Categories:
Frozen Fish
Half Cooked Fish
Salted Fish
Dry Fish
Fermented Fish
Smoked Fish

Brand name: PUSTI

Logo:

Slogan: Taste of Purity

Packaging: we will do our own packaging design so that customer can identify easily our
product, assist at home storage, and also facilitate product transportation and protection.
We have developed different categories of product for different types of customer

38

Product support service:

Home delivery service

Credit card payment system
Computer process bill
Online order place facility

Pricing Strategy
The amount of money charged for product or service, or the sum of values that customer exchange for the
benefits of having or using the product or service. As a new product pricing in the market, we can pricing
on

M
e
S
m
P
n

a
t
k
r
g

i m
i n
g
i c
i

N
P
u
P
M
n
t
P
r
P
g

w
r o
d
c
t
r i c
i
a
r k
g
e
a
r

e
t
t i o
n
i c
i n

We are new in the market as fish retail shop business thats why we have selected the market penetration
pricing that means setting a low price for new product in order to attack a large number of buyers and a
large market share. We will offer everyday low pricing for our target customers
We have selected pricing strategy and determine the price of the product as follows

39

Assess customer need and value perception

Set target price to match customer perceived value
Determine cost that can be incurred
Deign product to deliver value at target price

Distribution: We will distribute the product by our own retail shop in Gulshan and Dhanmondi.
We collect fish from our fresh fisheries farm and sell by our two outlets in the Dhaka city.

G
u
l s
h
a
n

F
h
F
e
F

r
i
r
a

e
s
i
r

s
h
e
m

D
sh
a
n
m
o
n
d

We will have own fish retail shop in Dhanmondi and Gulshan. We will supply fish from our own farm
(Fresh Fisheries Farm) to our retail shop and served to our target customer. We will direct sell by our
outlets, so that we can provide fresh fish to our target customer at low price

Promotion
Promotion refers to short-term incentives to encourage the purchase or sale of a product or service. After
selecting distribution channel promotion is important. Promotional strategies can be developed as follows
A. Promotional push strategy
B. Promotional pull strategy
C. Hybrid promotional strategy
Whether to emphasize a push or pull strategy depend on a number of factors, including the company
relation with the trade it promotional budget demand for the firms product.
So as a retail shop business we have selected the promotional pull strategy. Our promotional offer will
be direct to the target customer.

40
Our promotion will be

lra
P
s
e
S
io
th
m
n
D
c
u
p D
n
u
o
c
is
e W
a
rh
p
lk
tb
iv
g
e
c
p
s
th
m
y
rn
ff
lo
a
d
We will also give the attractive gift in every month to the highest purchaser from our outlet as
well as we will give the discount offer for increasing the sales in certain time of the month.
6.9 Integrated Marketing Communication (IMC)

S
F
M
a
S
c
e
b
o
o
k

M
a
g
a
z
i
n
e

I
M
C

O
u
t
d
o
o
r

P
r
n
t
M
e
d
i
a

41

7. Organizational Plan
Every firm should have organizational plan and we also have organizational plan. Our
organizational plan is given below
7.1 Form of Ownership
A business ownership is formed on the basis of the 1932 a Partnership acts. Because our nature of
business are similar with the partnership concepts such as

A partnership is a business entity in which two or more individuals carry on a continuing business for
profit as co-owners. Legally, a partnership is regarded as a group of individuals rather than as a single
entity, although each of the partners file their share of the profits on their individual tax returns.

1) Identification of Partners: The name and personal details of three partners are given
below Mehrab Hassan, BBA-Stamford University Bangladesh
Ashik Uz Zaman, BBA-Stamford University Bangladesh
Sujon Mahmud, BBA-Stamford University Bangladesh
2) Authority of Principals: Three partners are the main authority of the firm and every rules
regulations will be set up by the partners of the firm. Every employee will be reqruited
by the partners. Every financial, marketing, sales, transportation, cost etc. will be made
by the partners of business firm.
3) Management Team Background: There will be five mangers. One is for Whole project
area ( Fisheries, Hatchery, Picnic spot), another one is for Retail store at Dhanmondi,
another one is for retail store at Gulshan, another one is for Finance department and last
one is for Marketing department.
Minimum qualification required for the mangers who will apply for this position are
given below
The manager for project area and retail store should contain Masters Degree
from any renowned University.
The Manager for Finance department and Marketing department should
contain MBA degree from an renowned university.
All the applicant should have minimum CGPA 3.00 to apply.

42

4) Roles and Responsibility for the Members of the Organization: There will have Rules
and Responsibility which must be followed by all the members of the organization. The
Rules and Responsibilities are given below
Every Employee should wear the ID card when will stay in duty.
Every employee will have bound to log in when will enter the duty and log out
during leaving the firm.
Every employee will have bound to do any work as contract.
Every employee will have bound to attend in his or her work just on time.
Every employee will have bound to obey any decision made by the authority.
7.2 Sample partnership Agreement

1. Name and Business

The parties hereby form a partnership under the name of [Insert Business Name] to
produce [Insert Business Product/Service]. The principal office of the business shall be
[Insert Address].
2. Term
The partnership shall begin on [Insert Date], and shall continue until terminated.
3. Capital
The capital of the partnership shall be contributed in cash by the partners as follows:
o

A separate capital account shall be maintained for each partner.

Neither partner shall withdraw any part of their capital account.

Upon the demand of either partner, the capital accounts of the partners shall be
maintained at all times in the proportions in which the partners share in the profits
and losses of the partnership.

4. Profit and Loss

The net profits of the partnership shall be divided equally between the partners and the
net losses shall be borne equally by them. A separate income account shall be maintained
for each partner. Partnership profits and losses shall be charged or credited to the separate
income account of each partner. If a partner has no credit balance in their income
account, losses shall be charged to their capital account.

43

5. Salaries and Withdrawals

Neither partner shall receive any salary for services rendered to the partnership. Each
partner may, from time to time, withdraw the credit balance in their income account.
6. Interest
No interest shall be paid on the initial contributions to the capital of the partnership or on
any subsequent contributions of capital.
7. Management Duties and Restrictions
The partners shall have equal rights in the management of the partnership business, and
each partner shall devote their entire time to the conduct of the business. Without the
consent of the other partner neither partner shall on behalf of the partnership borrow or
lend money, or make, deliver, or accept any commercial paper, or execute any mortgage,
security agreement, bond, or lease, or purchase or contract to purchase, or sell or contract
to sell any property for or of the partnership other than the type of property bought and
sold in the regular course of its business.
8. Banking
All funds of the partnership shall be deposited in its name in such checking account or
accounts as shall be designated by the partners. All withdrawals there from are to be
made upon checks signed by either partner.
9. Books
The partnership books shall be maintained at the principal office of the partnership, and
each partner shall at all times have access thereto. The books shall be kept on a fiscal year
basis, and shall be closed and balanced at the end of each fiscal year. An audit shall be
made as of the closing date.
10. Voluntary Termination
The partnership may be dissolved at any time by agreement of the partners, in which
event the partners shall proceed with reasonable promptness to liquidate the business of
the partnership. The partnership name shall be sold with the other assets of the business.
The assets of the partnership business shall be used and distributed in the following order:
(a) to pay or provide for the payment of all partnership liabilities and liquidating expenses and
obligations;
(b) to equalize the income accounts of the partners;
(c) to discharge the balance of the income accounts of the partners;
(d) to equalize the capital accounts of the partners; and

44

(e) to discharge the balance of the capital accounts of the partners.

11. Death
Upon the death of either partner, the surviving partner shall have the right either to
purchase the interest of the decedent in the partnership or to terminate and liquidate the
partnership business. If the surviving partner elects to purchase the decedent's interest, he
shall serve notice in writing of such election, within three months after the death of the
decedent, upon the executor or administrator of the decedent, or, if at the time of such
election no legal representative has been appointed, upon any one of the known legal
heirs of the decedent at the last-known address of such heir.
(a) If the surviving partner elects to purchase the interest of the decedent in the
partnership, the purchase price shall be equal to the decedent's capital account as at the
date of their death plus the decedent's income account as at the end of the prior fiscal
year, increased by their share of partnership profits or decreased by their share of
partnership losses for the period from the beginning of the fiscal year in which their death
occurred until the end of the calendar month in which their death occurred, and decreased
by withdrawals charged to their income account during such period. No allowance shall
be made for goodwill, trade name, patents, or other intangible assets, except as those
assets have been reflected on the partnership books immediately prior to the decedent's
death; but the survivor shall nevertheless be entitled to use the trade name of the
partnership.
(b) Except as herein otherwise stated, the procedure as to liquidation and distribution of
the assets of the partnership business shall be the same as stated in paragraph 10 with
reference to voluntary termination.
12. Arbitration
Any controversy or claim arising out of or relating to this Agreement, or the breach
hereof, shall be settled by arbitration in accordance with the rules, then obtaining, of the
American Arbitration Association, and judgment upon the award rendered may be entered
in any court having jurisdiction thereof. In witness whereof the parties have signed this
Agreement.
Executed this ______________ day of _________________, [Insert Year] in [Insert City, State].

________________________

________________________

45
Signature of Party 1

Signature of Party 2

7.3 Authority of Principals

As we say our business ownership is based on partnership business that means our authority of principals
are
A partnership, the natural persons who are involved cannot be present to conduct business in
multiple locations simultaneously, so they must rely on others to make agreements or deliver
services on their behalf

7.4 Summary of law

There are three classes of Principal:
3 classes of principal

Class

Description

Disclosed

at the time of the transaction made by the Agent with the Third Party, the latter knows that
the person he is dealing with is acting as an Agent and also knows the Principals identity.

Partially
disclosed

at the time of the transaction, the Third Party knows that the person he is dealing with is
acting as an Agent but does not know the Principals identity.

Undisclosed

The person acting as an Agent represents they are acting on their own behalf and does not
disclose the existence of the agency relationship. This is usually because the Principal is
wealthy and believes that money can be saved on the proposed deal if their involvement is
hidden.

Variation in partnership governance arrangements. Because of the variety of forms that local authority
partnership working takes, there can be considerable.

Good governance can help promote:

high quality leadership

good decision making

clarity in relation to roles, responsibilities and activities

46

successful working relationships

The partnership behavior protocol aims to:

embed high ethical standards in partnership working

address the disparity of rules and scrutiny governing those involved in local decision making

enable partners to agree what behavior they can expect from each other

help partners hold each other to account and encourage constructive challenge between partners

help partners to exercise leadership by demonstrating their own high standards of behavior to
other partners and to the public

promote trust amongst the general public, demonstrating the partners commitment to behavior of
a certain standard

improve performance management

7.5 Management Team Background

We already describe we have Seven branches in two mega city in Bangladesh. For these seven branches
we recruit fourteen managers to maintain our daily work schedule.
Age: 24-26 years
Education: Graduate
Experience: 1.5-2 years experience to work in same field(Controlling Management)

7.6 Roles & Responsibilities of members of Organization

Review the list below to learn more about the different ways people are expected to contribute to
the organization. If you find yourself in one of these positions, you will learn something about
what you are expected to do. Each of the roles below may be held by different people. It's also
possible for just a few people to fill all these functions for the organization, especially if the
organization is small or very new.
7.7 Account Holder Responsibilities
An account holder has access to Member Area tools, can subscribe to mailing lists, and update
personal information. In most cases this user can view and belong to groups. An account holder
who is a full-fledged member of the organization generally has a higher level of privileges and
responsibilities than a nonmember account holder.

47

Keep personal contact information up-to-date

7.8 Company Administrator Responsibilities

Company administrators (e.g. Primary Contact, Company Admin, etc.) are in charge of keeping
their company's information up-to-date and monitoring the participation of other users who
represent their company to the organization.

Keep company contact information up-to-date

Verify that the list of company representatives for their company is kept current, alerting
administrators to anyone who is no longer with the company

Facilitate payment of their company's bills

Update their company's profile and product information showcased on the website

Approve participation of company representatives in working groups

7.9 Organization Admin Responsibilities

Administrators have access to the website databases and are responsible for managing the dayto-day operations of the organization. Organization Admin is a full-time responsibility. This list
highlights just a few of the Organization Admin's many responsibilities.

Managing organization members

Adding and modifying groups as needed

Responding to user inquiries about the organization and supporting users' work on the
website

Providing reports to the board about membership data, website activity and work in
progress

Ensuring that materials published on the website and email sent out to members meets the
organization's standards

7.10 SUPPORT FOR DEVELOPMENT

The above different roles require managers to develop a wide range of skills, along with a
reflective attitude and knowledge of their own management style. Managers who receive support

48

in developing these attitudes and skills are often better performers. Managers who are supported
in their development:
* have better working relationships with others
* achieve a higher level of outcomes, making better use of resources
* contribute more to the organization as a whole
* stay with the organization for longer
7.11 ROLE OF A MANAGER OF PEOPLE
* A manager understands and conveys his people the meaning of a system. He explains the aims
of the system. He teaches his people to understand how the work of the group supports these
aims;
* He helps his people to see themselves as components of a system, to work in cooperation with
preceding stages and with following stages forward optimization of the efforts of all stages
toward achievement of the aim;
* A manager of people understands that people are different from each other. He tries to create
for everybody interest and challenge, and joy in work. He tries to optimize the family
background, education, skills, hopes and abilities of everyone. This is not ranking people. It is,
instead, recognition of differences between people, and an attempt to put everybody in position
for development;
* He is an unceasing learner. He encourages his people to study. He provides, when possible and
feasible, seminars and courses for advancement of learning. He encourages continued education
in college or university for people who are so inclined;
* He is coach and counsel, not a judge;
* He understands a stable system. He understands the interaction between people and the
circumstances that they work in. He understands that the performance of anyone that can learn a
skill will come to a stable state - upon which further lessons will not bring improvement of
performance. A manager of people knows that in this stable state it is distracting to tell the
worker about a mistake;
* He has three sources of power:
* Authority of office;

49

* Knowledge;
* Personality and persuasive power, tact.
A successful manager of people develops knowledge and personality and not relies on authority
of office. He has nevertheless the obligation to use the authority as this source of power enables
him to change the process, equipment, methods, and materials to bring improvement, such as to
reduce variation in output.
He is an authority, but lacking knowledge or personality must depend on his formal power. He
unconsciously fills a void in his qualifications by aiming it clear to everybody that he is in
position of authority. His will be done.
* He will study results with the aim to improve his performance as a manager of people;
* He will try to discover who if anybody is outside the system, in need of special help. This can
be accomplished with simple calculations, if there be individual figures on production or on
failures. Special help may be only simple rearrangement of work. It might be more complicated.
He in need of special help is not in the bottom5% of the distribution of others; he is clean outside
that distribution;
* He creates trust. He creates an environment that encourages freedom and innovation;
* He does not expect perfection;
* He listens and learns without passing judgment, merely to listen. The purpose would be
development of understanding of his people, their aims, hopes, and fears. The meeting will be
spontaneous, not planned ahead;
* He understands the benefits of cooperation and the losses from competition between people
and between groups.

50

8. Financial Plan
Fresh Fisheries Firm
Proposed Financial Plan
Start up Funding

51
Start-up Expenses to Fund
Start-up Assets to Fund
Total Funding Required

Tk
5,107,200
45,872,700

Assets
Non-Cash Assets from Start-up
Cash Requirement from Start-up
Additional Cash Raised
Cash Balance on Starting Date
Total Assets
Liabilities
Current Borrowing
Long term Liabilities
A/c Payable [Outstanding Bills]
Other Current Liabilities [Interest Fee] 18%
Total Liabilities

50,979,900

45,873,700
300,000
180,000
300,100
46,173,800

Capital
Planned Investment
Owner
Investor
Additional Investment
Total Planned Investment

5,000,000
11,100,000
1,998,000

Loss at Start-up [Start-up Expenses]

18,98,000
Total Capital
Total Capital and Liabilities
Total Funding
20,000,000
15,000,000
35,000,000
50,980,900
35,000,000
53,098,000

52

51,100,000

Sources of Fund

53

Sources

Amount

Own Fund
20,000,000

Borrowing from Friend

Selling Land [ Personal Land ]

5,000,000

Bank Loan from Three Different Bank [3,700,0003]

Total Amount

15,000,000
11,100,000
51,100,000

Capital Expenditure

54

The Company has decided to follow Fiscal year for maintaining the Capital
Expenditure, Operational Expenditure, Revenue and Profit and Loss account.
Items
Advance Payment
Lease Land [100,0001612]
Freeze
[30,0006]
Computer [28,0003]
Furniture
Delivery Van [1,000,0002]
Truck
[800,0001]
Telephone/Mobile set [20003]
Generator
[120,0003]
Infrastructure Development Cost
[Fishery, Hatchery, Picnic Spot, Retail
Store]
Basket and Shelf
Insurance Premium [For 3 years]
Equipment Cost
Fan [22008]
Printer [25003]
Shalow Machine [70,0002]
Net
[12003]
Light
[25020]

Year
20132014
23,520,0
00
19,200,0
00
180,000
84,000
50,000
2,000,00
0
800,0
00
6000
360,000
800,000

Total Capital Expenditure

100,000
200,000
200,000
17,600
7,500
140,000
3,600
5,000
45,873,7
00

Year
20142015
-

Year
20152016
-

19,200,0
00
-

19,200,00
0
-

30,000
-

35,000
-

20,000
-

300,000

1,00,000
-

40,000
-

1,400

5,000

1,000
19,461,6
00

4,000
140,000

1,20,000
80,000
2,500
19,928,20
0

55

Operational Expenses

Items

Year
20132014

Year
20142015

Year
20152016

56
Retail Store Rent
Office Stationary
Electric Bill
Broadband Bill [120012 months]
Generator Fuel
CNG [650330 days12 months]
Management Salary
Office Staff Salary
Driver Salary
Marketing /Communication
Telephone/Mobile Bill
Labor Cost
Feeds [30,00012 months]
Miscellaneous Expenses
Total Operating Expenses

1,440,000

1,620,000

1,920,000

40,000

45,000

45,000

300,000

350,000

380,000

14,400

15,500

16,000

316,800

330,000

350,000

702,000

710,000

715,000

540,000

612,000

612,000

624,000

768,000

768,000

144,000

180,000

180,000

50,000

100,000

150,000

72,000

72,000

80,000

480,000

600,000

700,000

360,000

450,000

550,000

24,000

50,000

60,000

5,107,200

5,902,500

6,526,000

Revenue
Items

Year
20132014

Year
20142015

Year
20152016

57

Direct Sale Through Retail Store

Whole Sale
Income from Picnic Spot [100030
dys12 monts]
Commission from Delivery
[25003012]
Income from Truck [500030 dys12
monts ]
Total Revenue

36,000,00
0

36,720,00
0

36,720,00
0

23,760,00
0

24,300,00
0

24,300,00
0

360,000

360,000

360,000

900,000

900,000

920,000

180,000

1,850,000

1,850,000

62,820,00
0

64,130,00
0

64,150,00
0

Note
Assume that if we get 700kg fish per day the average price will be
( 52,060,900252,000 ) = tk 207 where total fish yearly [ 70030 days12
months ] = 288,000 and total cost tk52,060,000. We take target to sale fish
400kg through retail store and rest of 300kg in whole sale market. After
including all other cost we will set the price tk250 as a maximum price for
retail store and also we will set price tk220 for whole sale market. We hope
we will be able to set prices of all our services within tk250.

Profit and Loss Account

Items

Year
Year
2013- 20142014
2015

Year
20152016

58

Total Revenue

62,280,

64,130,
64,150,
000
000

45,873,

19,461,
600
44,648,
400
5,902,
500
38,765,
900
1,998,
100
36,767,
900
8,991,
275

000
Expenses
(-) Total Capital Expenditure
(-) Total Operational Expenditure
EBIT [earnings before interest
taxes ]
(-) Interest 18%
EBT [earning before tax ]
(-) Tax

700
&

16,946,
300
5,107,
200
11,839,
100
1,998,

Net Profit

100
9,841,
100
2,185,
275
7,655,8
25

19,928,
200
44,221,
800
6,526,
000
37,695,
800
1,998,
000
35,697,
800
8,649,
450

27,776,
27,048,
625
350

Income Slab of Fresh Fisheries Farm

For the Year Ended 2013-2014

Total Income Slab

0-2,00,000

Tax Rate

Tax Amount (Taka)

0%

Nill

2,00,001-5,00,000

10%

50,0000

5,00,001-9,00,00

15%

1,35,000

9,00,001-12,00,000

20%

2,40,000

On next balance

25%

17,60,275

Total: 21,85,275

59

Income Slab of Fresh Fisheries Farm

For the Year Ended 2014-2015
Total Income Slab

Tax Rate

0-2,00,000

Tax Amount (Taka)

0%

Nill

2,00,001-5,00,000

10%

50,000

5,00,001-9,00,00

15%

1,35,000

9,00,001-12,00,000

20%

2,40,000

On next balance

25%

85,66,975

Total: 89,91,975

Income Slab of Fresh Fisheries Farm

For the Year Ended 2015-2016
Total Income Slab
0-2,00,000

Tax Rate

Tax Amount (Taka)

0%

Nill

2,00,001-5,00,000

10%

50,000

5,00,001-9,00,00

15%

1,35,000

9,00,001-12,00,000

20%

2,40,000

On next balance

25%

82,24,450

Total: 86,49,450

60

Note
Particulars

Advancement
Payment

Retail Rent

Electricity Bill

Mgmt Salary

Gulsha-2

Gulshan-2

Retail store

15,0003=
45,00012
month=5,40,000

P.S.W= 140 tk.500

sq12
month3=25,20,000

140 tk.500 sq12

month=8,40,000

7,0002+11,000
=25,00012
=3,00,000

Driver Salary

Dhanmondi

Dhanmondi

Generator Fuel

40003=12,00012
month=1,44,000

P.S.W= 100 tk 500

sq123= 18,00,000

10050012=6,00,
000

N Dhaka
loadsheding 3 hrs. 1
Ltr fuel 1 hour,
3hrs1 Ltr2
store= 6Ltr

Office Salary

Total=25,20,000+18,
00,000

8,40,000+6,00,000

At Narsindi 5 hrs1
Ltr1=5
Ltr=5+6=11 Ltr

Salesman=50008=
40,000

=43,20,000

Cleaner=30004=
12,000
52,00012month=6,
24,000
Labor Cost
400010=40,0001
2
=4,80,000

1 year advance for

Lease Land
1,00,000 per
bigha16121
year=1,92,00,000
43,20,000+1,92,00,0
00
=2,35,20,000

=14,40,000
In year 3 the rent
will increase of
Gulshan-2 &
Dhanmondi

801130 days
=26,40012
=3,16,800

61

8.1 Graphical Presentation of Financial Plan

Capital Expenditure
50000000
45000000
40000000
35000000
30000000
25000000
20000000
15000000
10000000
5000000
0

Operational Expenditure

7000000

6000000

5000000
4000000
3000000

5107200

5902500

6526000

2000000
1000000
0

0
1

62

Income Tax

2185275
8649450
8991975

Net Profit

Profit Overview

63

Revenue
70000000
60000000
50000000
Linear ()

40000000
Axis Title 30000000

Linear ()

20000000
Linear ()

10000000
0

Linear ()
0

0.2

0.4

Axis Title

9. Appendix

0.6

0.8

64