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Aravali Institute of Management


Business Plan

To launch a Stationery Store in Jodhpur

Presented By:
Anuj Jain
Roll No. 7
Executive Summary
Stationery Zone is a new retail stationery store that will cater all the requirement of
people under one roof in Jodhpur, Rajasthan. As our name suggests our focus is on
stationery supplies which includes college books & study material, magazines,
specialized paper, preprinted invitations, greeting cards, pens, and other miscellaneous
stationery items and small office supplies. The business will have the ability to specialize
order any type of stationery on behalf of customers including custom printed letterhead
paper and business cards

Our focus is to position ourselves as the top retail stationery store servicing this particular
market. Our intentions are to obtain 80% market share and become a central hub for
providing the entire stationery item to the mass population

Stationery Zone will be located at Hotel Sunrise, Paota. Stationery Zone will centralize
itself directly in position to the residential location. We believe that this is critical to our
initial success and long-term growth.
Stationery Zone


To create a shopping environment that caters to the stationery needs of the

different section of the society.
To earn 80% market share and become the number one stationery store in
To have a large customer base by the end of the first operating year
To receive a 50% profit margin within the first year.

To evolve into giant retail stationery store focused on customer needs and customization.

The Stationery Stores mission is to provide customers with an outstanding array of
stationery supplies while concurrently offering an extensive line of stationary
customization services for events and businesses within the target market.

Keys to Success
In order to succeed in the western wear apparel industry Jubilant Western Wear must:
Carry an assortment of stationery supplies to fit the more ample frames of their
Provide customers with top notch personalized customer service in an atmosphere of
Advertise and promote in areas where the target customer base is available.
Continuously review our inventory and sales and adjust our inventory levels
List of Stationery Items available at Stationery Zone

Office Stationeries General Products

Sketch Pens (color shade= 6, 12, Notice Board :- White Board / Black
Digital Diary 18, 24, 36, 48) Board / Velvet Board
Black Board (Calendar Style hanging /
Gift Pen Set Scissor folded)

Post IT (for Quick Black Board / White Board Duster /

Golden Pen Stand Notes/Instructions) Magnetic Duster

Piano Folder Cutters (very sharp) Tissue Napkin / Tissue Paper Roll
Ball Pens (Rs.2 onwards) / Ball Full Scape Paper (ruled or plain
Pen Refills paper) Push / Pull Stickers
Scotch Tape (invisible tape, do Name Plate : Acrylic / Metal /
Pencil not leave gum mark) Engraved / Emboss
Name Batch : Acrylic / Metal /
Pencil Rubber / Ink Rubber Touch & Go (ink remover) Engraved / Emboss

Fevistick (Gum Stick) Visiting Card Album Table Ring

Gum Bottle Visiting Card Case Magnifying Glass / Sheet
Stamp Pad (Ink color= violet, Magnetic Compass (hoka yantra /
black, red, green) Writing Pad disha suchak yantra - for vastu direction)
Sticker Label (different colors, Measure Tape (height, width, length
size, shape/ pre-printed/plain - with measurement)
Stapler (machine) border)
Envelopes (white, brown, printed, Scotch Tape - invisible tape
cloth and/ with window in different
Stapler Pin Remover Size) Glue Gun Machine (with free glue

Punching Machine Typing Machine Ribbon Clip Board / Exam Board (simple,
polished, pvc, acrylic, sunmica, steel)

Paper Weight Box File / Voucher File Drawing Board - wooden

Fax Paper Roll Spring File
Office Bag
Typing Carbon, Double Side
Carbon Pencil Sharpener Key Pouch
Writing Carbon Pen Stand
All Leading Brand Pen, Refill
Marker Pen Duster Xerox Paper / Print out paper

Plastic/PVC File & Folders

Transparent Punch Folders (different size & quality) "L" Folder (transparent / non transparent)

One Side Transparent File (A4 & FS size) Folder File / Plastic Folder

Patti File (No punching requires to file) Folder File (with chain) (6F, 12F, 18F, 24F, 36F)
Computer Stationery, Printer Ink &
Professional Degree/Course Books Consumables
Engineering Syllabus Books Computer Paper
Size: 6 inch, 80 columns (10'x12') & 128 columns
Polytechnic College Books (15'x12')
Computer Degree Course Books Quality: 60gsm, 70gsm, 80gsm, ledger, executive bond

Bsc. IT Books Copy: I part / II part / III part

M.C.A. Books Computer File (15x12 & 10x12) (80 columns & 120
Medical Books
Computer Sticker Sheets (Ready to print and use - in
M.H.C.E.T for Medical & Engineering different size)
Exam Inkjet Cartridges : HP, EPSON, Canon, Brother,
Samsung (color/black)
Laser Printer: Toner Cartridges
Inkjet Cartridge Refilling & Ink Toner Refilling
Chartered Accountancy (CA) Books
Key Board (Logitech, Microsoft, Samsung, iball etc.)
I.C.W.A. Books Mouse / Laptop Mouse (Logitech, Microsof, Samsung,
iball etc.)
Pen Drive (Transcend, Kingston, iBall etc.)
Law Books Blank DVD / DVD RW (Moser Bare, Sony, Samsung,
Imation etc.)
Blank CD / CD RW (Moser Bare, Sony, Samsung,
IIT Books Imation etc.)

CET Books CD/DVD Drive Head Cleaner

Data Cartridge
MBA Books
Floppy, ZIP Drive
Flash Cards
Power cable, Printer cable
MCEE Books
Mouse and Keyboard converter (port converter)
Hotel Management
Engineering Mathematics Connectors / USB Connectors

D.Ed. Books
Computer System Safety : Spike Guard
IAS Books Printer Legs
Competitive Exam GK CD / DVD storage Box / Folders / Wallet
CD / DVD courier Envelopes
CBSE/ RBSE Books Computer Speakers (2.1ch, 5.1ch, 6.1ch etc)
Computer Headphone / Earphone with Mick
CBSE Exams Question Banks
Antiglare Screen
College Books for Arts, Science & Commerce
Papers : Glossy Paer, Coated Paper, Photo Paper,
recommended by JNVU
OHP Sheets

Packing Material
Marking Ink for: Goni, plastic bag, Paper box, Wood box,
Rubber Band (regular, nylon, black in different Size) Cartoon, Metal etc.
Brown Cello Tape (in different size & length) Marking Ink - Metal Marking Ink
Disco Cello Tape for Decoration (in different size &
length) Marking Pen : silver, gold, green, red, blue, back ink
Fevicol Tube/Bottle - MR (10gm, 20gm, 50gm, 100gm,
Masking Tape 150gm, 200gm, 250gm, 500gm, 1kg)

Brown Paper / Pink Paper / Design Paper / Transparent

Electric Tape / Wire Tape Foil Paper / Metallic Paper etc.
Double Side Tape / Foram Tape Paper Tape Brown paper with pre-gum
Location Analysis


Secondary Business District

Hotel Sunrise , Paota

Rent Rs 15000 per month

Area - 950 sq ft.

Factors Affecting the selection of Market and Trade Area


Total size and density: Density of people living at Paota and near by area is high
which is favorable for stationery market.
Age distribution: Mostly prone to students. Nearness to schools, educational
institutes & colleges i.e. J. N.V.U. & K.N. college
Average level of education: Level of education is high and standard of living is
also high which a favorable factor for our store as it will increase the demand for


Number and size of the competitors: There are only 2 major competitors i.e.
Second Hand Book Depot & Book World and rest competition is from small
stationery stores.

Economic Base
Total and per capita disposable income: Parents focusing on higher education
& disposable income is also high

Growth forecasts: It is also high as there is boom in education sector and there is
continuous demand of stationery

Economic and seasonal fluctuations: Would not affect stationery business

Access to credit and financial facilities: Easy availably of credit as sound

banking structure is available in Jodhpur
Legal Requirements for registration of Retail Stationery Store
Store Layout & Design

Office Professional
Cash Counter
stationeries Course Books


r Ink
Consu Entry
mable Packing Material
s Plastic/PVC File &
& Boutique
& Folders stationery

Reasons for above type of Layout

Easy to locate stationery

Fully spacious & customers can easily navigate
Draw customers around the store
Store front is another important factor, it should be inviting and it should have
good lighting and other facilities in total it should entice potential customers into the
store. So we will focus on that as well
Enhance the image of our outlet
It ensures optimum utilization of space
Reduce the product search time for consumer
Ensures effective & desired presentation of stationery
Influence the service quality experience
Stationery Zone & Financing Summary

Required Funds - At initial stage, the Stationery Zone requires INR 25, 00,000 of debt
funds. Below is a breakdown of how these funds will be used:

Projected Startup Cost INR

Working capital 5,00,000
Legal Requirements 20,000
Lease Hold Improvements 75,000
Opening Supplies 20,000
Company Vehicle 1,50,000
Marketing Budget 77,704
Security Deposits 5000
Miscellaneous & Unforeseen Cost 10,000
Total Start up Cost 8,57,704
Marketing Plan

Stationery Zone intends to maintain an extensive marketing campaign that will ensure
maximum visibility for the business in its targeted market. Below is an overview of the
marketing strategies and objectives of the Company.

Marketing Strategies

Establish contacts with various educational institutes & Government & Private
offices in the local market.
Implement a local campaign with the Companys targeted market via the use of
flyers, local newspaper advertisements, electronic advertisements & hoardings.
Develop an online presence by developing a website and placing the Companys
name and contact information with online directories

Advertising Expenditure

Print media Rs
In newspaper of sunday last page
Rajasthan Patrika
Advertisement size (8*8)sq cm
Cost (Rs 235*64sq cm) 15040
Add 60% premium 9024

Dainik Bhaskar
Advertisement size (8*8)sq cm
Cost (Rs 225*64sq cm) 14400 Electronic media Rs
Add 60% premium 8640
23040 FM channels
Rs 7*20 seconds*10 times per day for 1
Total amount to be spent on print month 1400
media 47104

Local TV channels

30 seconds advertisement to be repeated

15 times a day for 1 month 6700

Total amount to be spent on electronic

media 8100

Outdoor Advertising media Rs Total expenditure on advertisement Rs

Print Media 47104
Advertisement size (10*10) sq m
Cost (Rs 45*100sq m) * 5 hoardings Electronic media 8100
for 1 month 22500 Hoardings 22500
Total amount to be spent on
hoardings 22500 Grand Total 77704
Organizational Chart & Personnel Summary


Operational Administrative
Staff Staff

Sales Executive Accounting

Helpers Sales & Marketing

Number of Personnel
Year 1 2 3
Owner 1 1 1
Accountant 1 1 1
Marketing Executive 1 1 1
Sales Executive 2 2 2
Helpers 3 3 3
Total 8 8 8

Personnel Plan Yearly

Year 1 2 3
Owner 1,80,000 1,80,000 1,80,000
Accountant 60,000 60,000 60.000
Marketing Executive 84,000 84,000 84,000
Sales Executive 1,44,000 1,44,000 1,44,000
Helpers 1,26,000 1,26,000 1,26,000
Total 5,94,000 5,94,000 5,94,000
Personal Expenses Break Dow n

31% Ow ner
Marketing Executive
Sales Executive
24% 10% Helpers
Strategic direction

SWOT Analysis
This is a summary of the business's most important strengths, weaknesses, opportunities
and threats.

Strengths Weaknesses
Excellent quality product. New Player
All stationery products under Credibility problem may
one roof. affect initial sales
Fully spacious & customers Customer Loyalty
can easily navigate Underdeveloped Supply
Well trained sales persons Chain
Within reach of people Lack of adequate utilities
Near educational institutes &

Opportunities Threats
Enormous market for the Competition from Second
Stationery Business Hand Book Depot &
Growth of educational Book World
institutes & universities Increase in interest Rates
Demand of boutique Increase in supplier prices
stationeries Inflation
Financial Plan

Underlying Assumptions

Stationery Zone will have an annual revenue growth rate of 16% per year.
The Owner will acquire INR 25,00,000 of debt funds to develop the business.
The loan will have a 10 year term with a 9% interest rate

Sources of Funds

Sources of Funds Rs
Owners Capital 15,00,000
Loan from bank 25,00,000
Total Financing 40,00,000