You are on page 1of 23


Sales literature
Market strategy
Market programs
Promotion strategy
Positioning statement
Sale strategy
Web plan program
Management summary
Organization structure
Production and Delivery
Supply Chain Management
SWOT analysis
Environmental and Social Impacts
Financial plan
Financial difficulties
Important assumption

Executive Summary
Key to success
Value proposition
Competitive edge
Company summary
Company ownership
Company location
Description of area
Market analysis summary
Market segmentation
Service description

Executive Summary
Comsats Interiors is a proposed venture that will offer comprehensive interior design
services for homes and offices in the Boulder, Colorado area. Comsats Interiors
also will provide access to products to complement the design consulting services
including furniture, both new and antique, decorator fabric, and home and office
accessories. This venture offers the personalized services the target market desires
and can afford in a way that is unique from concept to implementation.
Recent market research indicates a specific and growing need in the area for the
interior design consulting services and products Comsats Interiors offers the market it
will serve. The market strategy will be based on a cost effective approach to reach
this clearly defined target market. Although the population of Boulder is under
100,000, the market has a significant quantity of relatively wealthy households that
are conscious of the appearance and feel of their home and offices.
The approach to promote Comsats Interiors with be through establishing relationships
with key people in the community and then through referral activities once a
significant client base is established. Comsats Interiors will focus on developing solid
and loyal client relationships offering design solutions based on the client's taste,
budget, use, and goals for the space. The additional selection, accessibility of
product, design services, and value-based pricing will differentiate Comsats
Interiors from the other options in the area.

Mission Statement:
"We are committed to add beauty, comfort
and finest life style to your life."

Vision Statement:
"Our vision is to create value with a difference"

Comsats Interiors will be an interior design service for discerning,
quality-conscious clients that seek assistance in their design choices for
their primary residences, vacation homes, and businesses. This
experience will offer personal attention through the design process and
provide design resources and products to its clients through special
purchases of furniture, fabric, and accessories. The total experience will
be provided in a way to inform, inspire, and assist people through the
process of transforming their home or business environment to become a
unique and personalized expression of themselves and add to their
enjoyment of that interior space.

Keys to Success
The primary keys to success for Comsats Interiors will be based on the following
Provide the highest quality interior design consulting experience possible.
Sell specially selected products to these clients to further meet their
interior design needs.
Retain clients to generate repeat purchases and initiate referrals.

Value Proposition
Comsats Interiors will offer the highest interior design experience for the home and
office conveniently available for those in the Gulberg area. The concept is unique
through the selection of antiques, home accessories, and complementary products
along with the interior design consulting experience.

Competitive Edge
Comsats Interiors will be differentiated from other interior designers by the value it
offers in quality. This competitive edge leverages the same proven factors that
indicated higher success rates for interior design services.

1. Generate a minimum of 45% of revenues from product sales versus consulting
2. Establish a commercial revenue client base accounting for 10% of total revenues.

Company Summary
Comsats Interiors is a start-up business that will offer comprehensive interior design
services for home and office. This business will assist those that want to have
guidance and council in developing a basic design concept of their project, to the
person that desires someone to take it from concept to complete
implementation. Comsats Interiors will offer the ability for clients to purchase new
and antique furniture, art work, decorator fabric, and home accessories. The business
will begin as a home-based business and is expected to remain in this structure
through at least the first three years.

Company Ownership
Comsats interior, located in Gulberg, in the city of Lahore as a partnership owned and
operated by Comsians.

Company Locations
Comsats Interiors is operated from a home office located in Boulder, Colorado. A
room is dedicated to support a work area, a client contact work center, and display
samples of design concepts, products, and past work.
Description of Area:

Commercial area: Lahore's two major markets both are located
in Gulberg. The Main Market gulberg and Liberty Market are commercial
hubs in central Lahore, functioning as half bazaar and half shopping mall

in appearance and layout. Along the side of Main Market is the Canal Park
Most of Lahore's major high-end commercial districts are located within Gulberg,
including M. M. Alam road, Gulberg Main Boulevard, portions of The Mall Road,
Jail Road, Gaddafi Stadium and others.
Residential area
Many of Pakistan's leading industrial clans, entrepreneurs, and "pro-establishment"
social elite maintain residences in Gulberg, making it the civilian epicenter of Lahore,
as Military families of high rank either reside in the city of Rawalpindi, or in the
Cantonment ("Cantt") district of Lahore.
Gulberg's posh reputation is well-deserved. Leading athletic competitions, health and
fitness gyms, as well as bi-gender swimming pools are easily accessible to the
wealthy inhabitants of the district. The area is known for its cultural centrality for the
modern pro-establishment elites of Pakistan, as well as the presence of nearly all of
Lahore and Punjab's prestigious non-military families. Hafeez Center is the one of the
famous Mobile and computer market of the province Punjab.This is the biggest
market of mobile phones in continent Asia under one roof.There are more than 1500
shops of mobile phones.The biggest problem of this market is car parking.

Market Analysis Summary
Interior Designing and Landscaping Business is a service oriented business and
carries huge a healthy potential for profit. Change in fashion & living style are the few
incentives for new entrants in this business.
Due to increase in population, continuous changes in fashion and lifestyle and
development of formal construction sector, it is expected that demand for the services
of interior designers and landscapers will further risecontiue to grow.
The cost for setting up an interior designing and landscaping business is estimated at
Rs. 1.78 million out of which Rs. 1.31 million is the capital cost and Rs. 0.47 million
is for working capital. The project is proposed to be financed through 90% debt and
10% equity. The project IRR is projected around at 64% with a payback period of
2.35 years and net present value of Rs. 11.17 million. The project will provide
employment opportunity to 08 individuals including the manager (owner).
The revenue potential of the project varies according to the type of service and market
segmentation. The project is expected to achieve the revenues of Rs. 4.30 million in
the first year.
This project can be started as a sole proprietorship, partnership or a limited company.
However, proposed status for this venture is sole proprietorship.
Comsats Interiors has a defined target market client that will be the basis of building
this business. This client is identical for both the residence and office spaces, but the
target market is identical based on her different roles for each of those spaces.
Effective marketing combined with an optimal product offering is critical to the
Comsats Interiors' success and future profitability. The owner possesses solid
information about the market and knows a great deal about the common attributes of
those that are expected to be prized and loyal clients. This information will
be leveraged to better understand who Comsats Interiors will serve, their specific
needs, and how to better communicate with them.

Market Segmentation
The profile of the Comsats Interior client consists of the following psychographic, and
behavior factors:

The appearance of her home is a priority.
Entertaining and showing her home is important.
She perceives herself as creative, tasteful and able, but seeks validation and
support regarding her decorating ideas and choices.
She takes pride in having an active role in decorating their home.
Her home is a form of communicating "who she is" to others.
Comparison positioning and stature within social groups are made on an ongoing
basis, but rarely discussed.

Comsats Interiors will be providing its clients the opportunity to create a home
environment to express who they are. They will seek design assistance and have the
resources to accomplish their goals. They desire their home to be personal, unique,
and tasteful as it communicates a message about what is important to them. Comsats
Interiors will seek to fulfill the following benefits that are important to our clients.

Comsats Interiors focuses on providing interior design consulting. This is
complemented by specially purchased furniture, art pieces, decorator fabric, and
accessories for the home and office. The sales process will begin with interior design
consulting services, and then progress on to offer specially selected components to
complement the design theme.

Service Description
Our primary points of differentiation offer these qualities:
A unique client experience from a trained and professional interior designer
that is qualified and capable of meeting the needs of discerning clients with high
Access to a wide and unique selection of new and antique furniture, accessories,
and special-order decorator fabrics.
Personal assistance from a complementary product offering, including hard-
covering window treatment, hardware, and home accessories that fit the look and
objectives of each project.

Sales Literature
A simple and professional looking brochure will be available to provide to referral
sources, leave at seminars, and on a select basis, use for direct mail purposes.

Marketing Strategy
The marketing strategy is based on establishing Comsats Interiors as the resource of
choice for people in need of interior design ideas. The more involved "do-it-yourself"
and the "buy-it-yourself" clients will find the consulting and guidance helpful. On the
other end of the spectrum, the "just-get-it-done" client will find Comsats will
successfully accomplish exactly that. All clients will find Comsats Interiors to be
resources to decorate their homes and offices in a way that is inspiring, inviting, and
Our marketing strategy is based on superior performance in the following areas:
Unique consulting services.
Overall quality of the experience and the result.
Excellent client service and support regardless.

Marketing Programs
The single objective is to position Comsats Interiors as the premier source for home
decorator fabrics in the Gulberg area. The marketing strategy will seek to first create
client awareness regarding the services offered, develop that client base, establish
connections with targeted markets and work toward building client loyalty and
Comsats Interiors' four main marketing strategies are:

1. Increased awareness and image.
2. Leveraging existing client base.
3. New home construction promotion.

Promotion Strategy
The promotion strategy will focus on generating referrals. Other potential sources of
promotion include:
Newspaper Advertisements:
Quarterly Postcard:

Positioning Statement
For the person that seeks to create a personalized and unique impression of her home,
Comsats Interiors is the source for client-oriented design services. Clients will be
impressed with, and return for, the services they receive and the outcome they have
enjoyed. Comsats Interiors is a pleasant and tasteful resource that encourages
everyone in the process of decorating their home. Comsats Interiors allows the
individual to participate in their design choices to the extent they choose, and realize
greater value for the rupees they invest.

Sales Strategy
The key to our sales strategy will be referrals from pleased clients that are proud of
the result. Sales activities will depend on creating awareness about the services
Comsats Interiors offers and then build on each and every client as they make the
decision to refer to others.

Web Plan Summary
The website of will be used for information only
purposes at this time. Contact information will be presented with a complete portfolio
of work accomplished. Additional information will be provided regarding the
product-based resources Comsats Interiors incorporates into the work done for clients.

Sales Programs
In brief, our marketing mix is comprised of these approaches to pricing, distribution,
advertising and promotion, and client service.
Advertising and Promotion:
Client Service
Excellent, personalized, fun, one-of-a-kind client service is essential. This is perhaps
the only attribute that cannot be duplicated by any competitor.
The first goal is to recognize individualized needs of each client. If they are a repeat
client, they benefit from the knowledge regarding their lifestyle and taste that was
gained from the previous experience.

Management Summary
Agha Rizwan, Umer,Sadia, Sehrishand Hafiz Zafer are going to be founder and owner
of Comsats interiors. We all will receive a bachelor degree from COMSATS institute
of information and technology.

Management Team of
Manager of
Sales and
"Hafiz Zafer "

Manager of
"Agha Rizwan"
Manager of
HR "Sadia &

Manager of
"Umer "

Organizational Structure
The organization structure is simplistic. We will manage all employees and
professional contacts. We will also determine resources requirements and monitor
expenses for all aspects of the firm.

Production and Delivery:
In this section, we will analyze the different aspects of the business related from
the production to and services of the business in the given business or current working
type of the business.
Plant design:
We need only the some simple machines for the production and providing the interior
services to our customers for their convenience and getting the good result of the
working. We are dealing with only shapes of material and most our raw material is
in the finished product form. So that is why, we are required only the small tool and
skilled labor more importantly.
Location and sites:
Location is much important in our business because most of the customers are
located in the cities. So we can take the rent a place for our business according to the
requirement of the business. We will develop the working office in the whole target
Criteria for the selection of the contractors and suppliers:
Our criteria for the selection of the suppliers and contractors is very definite
and according to the proper principle based according to the requirement of the
modern alliances and our future requirement in the given environment or future
demand for our customers. We have develop the just in time strategy for the suppliers
and contractors in our daily life of the business world. During the daily life of the
business, we dont have the problem of outsourcing of the production requirements

because our whole arrangement are on the site of where we are working in the course
of the daily business life.
Manufacture standards, codes and qualities measures :
We have used very highly innovated tools and machines for during the course
of the providing services of the interior decoration of the customers requirements.
We also much focused on the quality of our services because customers are much
careful about the product quality and look of their working with reference of the
durability of the material. Our main target is to provide the superior level of the living
standard according to their interior design in their houses, offices and business places
as well.
Quality control system:
Quality control system is done under the consideration of the rules formed by
the ISO. This happen because our organization is registered under the quality control
organization. So, we are in believed that quality is our identity in the current business
point of view.
Manufacturing resource Planning :
Our business is the services providing business, so we are only careful about
the management of the man power in the general course of the business in the given
environment. We need only tools and somehow the light machinery in our working
period of the time.
Key staff and skills requirements:
Our key staff is the experts of the interior designing and has the good skills of
designing interior. All the workers have the good experience and have the good
working capacity in their specific field of interior working. All the employees will
enjoy all the rights of the employees which are enforceable in the Pakistan code of the
Key performance measure (KPI):
Performance measure is taken to be considered during the whole business life.
So, we use performance measure by the help of the setting standards for the
employees and analyze the result with reference to the given standards in our prior
setting of the goals in the daily course of the business. We check the performance of
the employees at the month wise because it is necessary for the taking corrective
measure in the early life of the business.

Supply Chain Management:
Supply chain management means the process of the management of the whole
process from the raw material to the end product which is being offered to the
customers for the final usage. The following diagram shows the whole set up of the
supply chain but our major area of focus are the last two parts.

Current situation
In the current environment of the services is that our offering the superior
level of the services to our customers. We also have the best level of the skilled labor
which would be helpful for the providing of the better level of the services to our
Key supply chain issues
We have the following major supply chain issues are as follow,
Small level of the innovation in the given level of the market
Large no of different technology requirement in the given condition
Supply of the raw material in the process of the providing the services
Relationship requirement for the process of the availability of the raw material
for the whole process.
These are above major problems which necessary required the solution for the
proper running of the business

SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses
relating to the market analysis summary and describes the opportunities and
threats facing Comsats Interiors.
The proven ability to establish excellent personalized client service.
Strong relationships with suppliers that offer flexibility and respond to
special service requirements.
Good referral relationships with architects, complementary vendors, and
local realtors.
Client loyalty developed through a solid reputation among repeat, high-
price purchase clients.
The owner is still climbing the "retail experience learning curve."
Not established in a market where a variety of interior design options
Challenges of the seasonality of the business.

A significant portion of our target market is desperately looking for the
services Comsats Interiors will offer.
Strategic alliances offering sources for referrals and joint marketing
activities to extend our reach.
Promising activity from new home construction activity.
Changes in design trends can initiate home updating and, therefore,
generate sales.

Continued price pressure due to competition or the weakening market
reducing contribution margins.
Dramatic changes in design, including fabric colors and styles can
present challenges to keep paced with what is desired by what is
expected to be a leading-edge client base.
This analysis indicates solid potential success, but the weaknesses and
threats must be recognized throughout the life of the venture.

Environmental and Social Impacts
The environmental dimension of sustainability concerns an organizations impacts on
living and non-living natural systems, including ecosystems, land, air, and water.
Environmental Indicators cover performance related to inputs (e.g., material, energy,
water) and outputs (e.g., emissions, effluents, waste). In addition, they cover
performance related to biodiversity, environmental compliance, and other relevant
information such as environmental expenditure and the impacts of products and

Financial Plan
The initial funding of 1,783,000 Rupees will be invested by the owner. The goal is to
fund the growth of the business from its earnings.

Revenue Generation
Following table provides details of first year revenue of the business from interior designing
and landscaping services;

Financial difficulties and risks
Slow sales resulting in less-than-projected cash flow.
Unexpected and excessive cost increases compared to the planned expenses.
Overly aggressive and debilitating actions by competing designers.
A parallel entry by a new competitor further diminishing revenue
generation potential.

Worst case risks might include
Determining the business cannot support itself on an ongoing basis.
Dealing with the financial, business, and personal devastation of the venture's
failure. Survivable but painful.

Important Assumptions
The following captured critical assumptions will determine the potential for future
A healthy economy that supports a moderate level of growth in the market.
Keeping operating costs low, particularly in the areas of product purchases
ongoing monthly expenses.