NOVEMBER 30, 2018

MY LAUNDRY BASKET
REPORT

UROOJ YAQUB TABANI

DIGITAL
Contents
INTRODUCTION .......................................................................................................................... 1
VISION ....................................................................................................................................... 1
OBJECTIVES ............................................................................................................................. 1
COMPETTIVE MARKET: ........................................................................................................ 1
INDUSTRY:................................................................................................................................ 1
PRODUCT DEVELOPMENT ....................................................................................................... 1
BRAND STRATEGIC PLAN ........................................................................................................ 3
TARGET CUSTOMERS SEGMENTATION ............................................................................... 3
BRAND KEY: ................................................................................................................................ 4
BRAND POSITIONING: ............................................................................................................... 5
STARTEGIC BRAND PROMOTIONAL MIX:............................................................................ 5
DISTRIBUTION AND CHANNEL MANAGEMENT: ............................................................ 5
PROFIT AND LOSS FORECAST ................................................................................................. 6
INTRODUCTION
My Laundry Basket will offer online laundry and dry-cleaning services in Karachi. Our First-rate
laundry service will replace the need for using your local laundrette or dry cleaner and offers a
swift and convenient pick-up service direct from customer’s home.
The company will not have a production facility, we will alliance with local laundry shops of
specific area those who will meet our quality standards, without disclosing them, as our riders will
pick up the order from customer and will drop it directly to the nearby laundry shop of the area
registered on our app, and when the order is ready our riders will pick that from our vendor and
deliver it to the customer. However, we will need delivery bikes and customer service trained
riders.

SERVICES:
Dry cleaning
Laundry for personal clothes and large items such as blankets, duvets, curtains, etc.
Washing
Folding and Ironing

VISION
Our vision is to provide high quality cleaning service to customer’s doorstep by convenient, fast
and easy to use app.

OBJECTIVES
100k downloads by the end of the year.
To maintain a sustainable position in the market.
Expand the business to other cities; Lahore, Islamabad and Peshawar.
Pitch corporate from 3rd month.

COMPETTIVE MARKET:
Our competitors will be local laundry shops, we will need to develop awareness among people that
how our app is different from other local laundry shops.

INDUSTRY:
Service Industry: Dry cleaning service (Application)

PRODUCT DEVELOPMENT
Market Research:
We conducted a research to get general opinion of working women and house wives about our
application with a sample size of 100 who were residents of DHA, Clifton and Gulshan-e-Iqbal.
The outcome from research showed 80% will give a try to the product.

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Design:
In order to build an on-demand laundry service mobile application, we can divide the app
functionality into three categories to understand the features better from the point of view and
usability of each user:
 Customer app
 Admin app
 Delivery man app

CUSTOMER APP
Customer Log in:
Log in with social accounts or email account to avail all the laundry services on one tap.

Identifying Customer Location:

With the help of the geo-location, it will help to identify location of the customer.

Selecting laundry services:

The Customer can select service depending upon his need such as washing, ironing or dry cleaning
so that an invoice can be generated for all the services availed.

Select pickup and delivery date:

Customers can choose an appropriate date and time for pickup and delivery as per their
convenience.

Request for Laundry:

Once all the services such as washing, dry cleaning, and ironing are viewed by the customers, next,
customers can send a request for the service he/she seeks to the admin panel.

Track Rider
With the help of the geo-location feature, users can easily track the rider and interact with him.

View Order status:

Once the service request is approved by the admin, the user can view the status of the process
undergoing.

View order history:

Users can view the history of all the orders that he/she has availed.

View Offers and discounts:

Users can view the latest offers or discount on any particular service type

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RIDERS APP
Login
Riders will have their own mobile app for the on-demand laundry service. For a quick access to
the app, they will be to login or sign up using their mobile number or social media accounts. This
was they can register themselves easily.

Map integration
The mobile app for delivery men will consist of a map. This will help them to navigate to the
customer’s place and pick up the laundry.

ADMIN APP
Once the rider accepts the order of a customer, they will be able to access the customer data such
as the number of clothes, the type of materials, etc.

Test Marketing:
DHA, Clifton and P.E.C.H.S
The test period for an app will be three months.

Commercialization:
After successful testing app will be released in all overall Karachi.

BRAND STRATEGIC PLAN

 In Karachi there are many dry cleaners, who provides laundry services but there is no such
Application that is offering laundry service across the city. However, we will have the
competitive advantage of collaborating with laundry shops in all areas of Karachi and
provide the convenience of the door-to-door service.
 We will keep the quality high and prices low using Cost leadership strategy.
 Flat discount offers.
 In App points system

TARGET CUSTOMERS SEGMENTATION

 My Laundry basket will be primarily targeting customers in Karachi, but will also aim at
extending our service offering to the residents Lahore, and Islamabad.
 We will be targeting housewives, full-time and part-time employed customers who would
value the convenience of our service.
 Gender: Male & Female.
 Social Class: Upper, Upper Middle and Middle.
 Age: 22 to 60 years.

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BRAND KEY

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BRAND POSITIONING:
On time high quality cleaning service application.

Tactic:
We will start pitching hotels and hospitals from the third month to achieve breakeven in the mid of an
year.

INSIGHT:
Time saving app, cleaning is done on single tap.

STARTEGIC BRAND PROMOTIONAL MIX:

Advertising:
1: Initially we will use social media platform Facebook, Instagram, Snapchat and YouTube.
2: Monthly digital campaigns.
3: Digital ads and videos.
4: Banners ads (appears at the top of a web page (virtual billboard).
5: Paid listing.

Sales promotions:
1: Free online digital coupons.
2: Alliances with clothing brand, our customer will get a discount in app digital coupon on different
clothing brands.
3: Flat discount offers.
4: Online contests winners will get free discount vouchers on clothing brands.
5: Issue lower price digital coupons for loyal customers.

Direct Marketing:
Internet, Email and SMS marketing.

Public Relation:
We will approach potential influencers, bloggers and celebrities to post review about our app.

DISTRIBUTION AND CHANNEL MANAGEMENT:

The company will not have a production facility, our riders we will pick up the orders from
customer’s home and drop it to nearby laundry shop registered on our app (5km distance) and will
the delivery the laundry bag back to customer. However, we will need delivery riders and bikes
initially, and customer service trained riders. There will be 8 riders according to the area the max
distance will be 5km from customer to laundry shop. Fuel expense will be provided to the riders
by the company.

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PROFIT AND LOSS FORECAST

The numbers of orders by the end of the year will be 144000 with 100000 downloads and 20000 active
users.

TOTAL INITIAL INVESTMENT

Here is the calculation for the initial investment to develop App.

App development cost (IOS + Android + Website + Publishing) 1000000

Delivery Bikes, delivery bags, advance (rent) 1000000
Total investment 2000000

PER ORDER COST CALCULATION

The calculation below shows the average number of orders per day, and the average minimum cost
per order, we will charge 25% commission per order.

Average expected order per day orders will be 400

Average expected order per year will be 144,000
Average minimum per order cost will be 250
We will charge 25% commission per order cost (250*0.25) 62.5

BREAKEVEN:

The initial investment will be 5240000 that includes the cost of capital and initial 6 months
expenses. We will reach to breakeven in the last of month second quarter, our orders will be
increased by corporate clients.

Formula: Total Investment / Gross Sale

PKR
Expense 3,240,000
PKR
initial investment 2,000,000

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 PKR
Total 5,240,000
Breakeven 5,240,000/9,000,000
Breakeven 0.6 years or 6 months
Breakeven order 400*360*0.6= 83840 orders

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 INCOME STATEMENT
Description Narration
PKR
Revenue/Sale 36,000,000 order: 144000/year and price: 250/unit
PKR
Cost 27,000,000
PKR
Gross Profit 9,000,000

Expense:
PKR 60,000*12
Marketing Expense 720,000
PKR
Advertising Expense 600,000 50,000*12
PKR
Promotion 720,000 60000*12
PKR
Payroll 3,240,000 270,000*12
PKR
Rent 300,000 25,000*12
PKR
Utilities 180,000 12,000*12
PKR
Telecommunication 60,000 5000*12
PKR
Fuel 480,000 8 riders
PKR
others Exp 180,000
PKR
Total Expense 6,480,000
PKR
EBIT 2,520,000
PKR
Interest Expense -
PKR
EBT 2,520,000
PKR
Sales Tax 17% 428,400
PKR
EAT 2,091,600

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 INCOME STATEMENT
5 YEAR FORCASTED
Description YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Revenue PKR 36,000,000 PKR 39,600,000 PKR 43,560,000 PKR 47,916,000 PKR 52,707,600
service cost PKR 27,000,000 PKR 29,160,000 PKR 31,492,800 PKR 34,012,224 PKR 36,733,202
Gross Profit PKR 9,000,000 PKR 10,440,000 PKR 12,067,200 PKR 13,903,776 PKR 15,974,398

Expense :
Total Expense PKR 6,480,000 PKR 6,998,400 PKR 7,558,272 PKR 8,162,934 PKR 8,815,968
EBIT PKR 2,520,000 PKR 3,441,600 PKR 4,508,928 PKR 5,740,842 PKR 7,158,430
Interest Expense PKR - PKR - PKR - PKR - PKR -
EBT PKR 2,520,000 PKR 3,441,600 PKR 4,508,928 PKR 5,740,842 PKR 7,158,430
Sales Tax 17% PKR 428,400 PKR 585,072 PKR 766,518 PKR 975,943 PKR 1,216,933
EAT PKR 2,091,600 PKR 2,856,528 PKR 3,742,410 PKR 4,764,899 PKR 5,941,497

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