Segment 1

Market Estimation
Cities Population Average Household Size # of Households
Karachi 21200000 6.7 3164179.1044776
Lahore 6318745 7.2 877603.47222222
Islamabad 1152000 6.5 177230.76923077
28670745

Segment 2
Market Estimation
Cities Population % in age bracket (12-22) Students
Karachi 21200000 21.00% 83%
Lahore 6318745 21.00% 83%
Islamabad 1152000 21.00% 83%
28670745

Market sizing
# of times customer buy refills per year
Customer Base in Year 1 for wrist band + (free bundle)
Customer estimated to repurchase
# of times refill has is bought on avergae

174850849 28,183,567
99
14,880,923.30
# of mothers % in age bracket (25-45) % in SEC A and B Early Adopters
3164179.10447761 30% 18.00% 10%
877603.472222222 30% 18.00% 10%
177230.769230769 30% 18.00% 10%

% in SEC A and B Early Adopters Customer Base

18.00% 10% 66513
18.00% 10% 19824
18.00% 10% 3614
89952

31565594.8806871
20
112734 20 744046.16504477 178571079.610744
33%
744046 163690156
163690156.309849
178,571,080 206,754,646
156249694.659401
Customer Base
17087
4739
957
22783

112734
0.393%
 Profit and Loss Statement
Year 1 Year 2
Title PKR PKR
Revenue
Revenue for Wrist Band 33,820,280 47,348,392
Revenue for Refill 174,850,849 244,791,188
Total Revenue 208,671,129 292,139,581
Less: Cost of Goods Sold
Cost for Wrist Band 31,565,595 37,878,714
Cost for Refill 163,690,156 218,749,573
Total Cost of Goods Sold 195,255,751 256,628,286
Gross Profit 13,415,378 35,511,294
Less: Marketing Campaign Costs
On-Ground Activation 3,500,000 3,600,000
Trade Promotion 1,500,000 2,984,001
Digital Media 750,000 2,000,000
CSR Campaign - -
Sponsorship - 840,000
Total Marketing Cost 5,750,000 9,424,001
Less: Sales Distribution Cost
Margins earned by Distributors on Band + Refill sold 2,100,000 4,362,816
Rewards on KPI Booklets - Discounts 202,500 150,000
Rewards on KPI Booklets - Add shelf space 200,000 280,000
Bonus for Salesman 400,000 720,000
Total Sales Distribution Cost 2,902,500 5,512,816
Transportation Cost 1,348,262 1,887,567
Total Investment 10,000,762 16,824,384
Net Profit 3,414,616 18,686,910

Cash Flow Year 1 Year 2

PKR PKR
Opening Cash Flow 10,000,000 13,414,616
Net Profit 3,414,616 18,686,910
Closing Cash Flow 13,414,616 32,101,526

Investment 10,000,000
ROI 34%
ment
Year 3 Year 4 Year 5
PKR PKR PKR

61,552,910 67,708,201 74,479,021

318,228,545 350,051,399 385,056,539
379,781,455 417,759,600 459,535,560

49,242,328 54,166,561 59,583,217

284,374,444 312,811,889 344,093,078
333,616,772 366,978,450 403,676,294
46,164,683 50,781,151 55,859,266

- - -
300,000 20,000 -
2,500,000 2,500,000 2,500,000
3,757,574 4,133,332 4,546,665
900,000 900,000 900,000
7,457,574 7,553,332 7,946,665

6,107,943 6,718,737 7,390,611

150,000 165,000 181,500
150,000 50,000 30,000
1,000,000 1,100,000 1,210,000
7,407,943 8,033,737 8,812,111
2,453,837 2,699,221 2,969,143
17,319,354 18,286,289 19,727,918
28,845,329 32,494,862 36,131,348

Year 3 Year 4 Year 5

PKR PKR PKR
32,101,526 60,946,855 93,441,716
28,845,329 32,494,862 36,131,348
60,946,855 93,441,716 129,573,064