Submitted to

Faculty’s Name: Dr. Farzana Nahid

School of Business (SBE)
Department of Marketing
North South University

Submitted by
Section: 2

Name ID
Md. Tanvirul Islam Chowdhury 1520281030
Shariz Binta Wahab 1610300030
Adiba Zaman Khan 1620591030
Intesar Samin 1610107030
Monisha Rashid 1610584030

Date of Submission: 17th April 2019

Acknowledgement
At first and foremost, applaud and thanks to the Almighty God, for His lots of
blessings throughout our report and to complete the project successfully.
We are also respectfully thanking Dr. Farzana Nahid Ma’am for giving us an
opportunity to do this report and providing us all support and guidance which made us
complete the report on time for giving us the opportunity to provide invaluable
guidance throughout research. We are grateful because we managed to complete this
report within timeframe. This report cannot be completed without the effort and co-
operation from our group members. The success and outcome of this report required a
lot of guidance and assistance from many online sources and we were extremely
fortunate to have got this all along for the completion of our report. Whatever we have
done is only due to such guidance and assistance and we would not forget to thank
them. We wanted to thank the course coordinator of North South University who
designed the course such a way from which we have got the opportunity to prepare
the research paper as well as to improve our skills on writing and speaking.

Executive Summary
We live in a country where two third of women, around 66% have been victim of
domestic violence and 73% of them have never disclosed their feelings to others. A
country where domestic violence have become a common issue and women cannot
even raise their voice in those situation we planned to equip and train women so that
they can protect themselves in any situation. “Go Guarded” is a business where we
will introduce a new theme for women safety. We will introduce some product with
the help of which women and teen girls can stay safe in any situation. We will import
those safety products from Ali Baba and sell them to women and teen girls so that
they can use them when they need. Moreover we will invite some trainer for giving
some workshop and seminar in our institution. Women will have knowledge about
martial arts for their self-protection. We have prepared a business plan where we
analyzed the Customer Demand, Environmental analysis, operational plan, Human
Resource Plan, Risk Management and Financial plan so that we can start our business
successfully.

Table of contents
Table of Contents

1. INTRODUCTION 1

A. NAME AND ADDRESS OF THE BUSINESS: 1

B. NAMES AND ADDRESSES OF THE PRINCIPALS: 1
C. NATURE OF THE BUSINESS: 2
D. STATEMENT OF THE FINANCING NEEDED: 2
E. STATEMENT OF CONFIDENTIALITY OF REPORT: 3

2.BUSINESS MODEL 4

A. BUSINESS MODEL CANVAS: 4

B. PRICING MODEL: 7
C. SOCIAL GOAL: 7
D. SUSTAINABILITY: 8
F. ETHICAL: 8

3. BUSINESS ENVIRONMENT ANALYSIS 8

A. FUTURE OUTLOOK AND TRENDS 8

B. PESTEL ANALYSIS 9
C. PORTER’S FIVE FORCES 11
C. SWOT ANALYSIS 12
E. STAKEHOLDERS ANALYSIS 13
F. INDUSTRY AND MARKET FORECASTS 14

4. DESCRIPTION OF THE VENTURE 14

A. MISSION 14
B. PRODUCTS AND SERVICES: 15
C. SIZE OF BUSINESS: 16
D. OFFICE EQUIPMENT: 16
E. BACKGROUND OF ENTREPRENEURS: 17

5. MARKETING PLAN 19

A. CUSTOMER ANALYSIS: 19
B. PRODUCT & SERVICE DESCRIPTION: 20
C. PRICING: 25
D. DISTRIBUTION PLAN: 26
E. ADVERTISING & PROMOTION PLAN: 27
F. CUSTOMER SERVICE POLICY: 28

6. SERVICE DELIVERY MODEL 28

A. SERVICE DELIVERY PROCESS 28

B. INVENTORY CONTROL SYSTEM 29
C. MACHINERY AND EQUIPMENT 29
D. NAME OF THE SUPPLIERS OF MATERIAL THAT WILL BE IMPORTED 30

7. OPERATIONAL PLAN 31

A. DESCRIPTION OF COMPANY’S OPERATION: 31

B. ACTION PLAN & TIMETABLE: 31
C. FLOW OF ORDERS FOR GOODS & SERVICES: 32
D. BUSINESS LOCATION: 32
E. EQUIPMENT: 33
F. TECHNOLOGY UTILIZATION: 33

8. ORGANIZATIONAL PLAN 34

A. FORM OF OWNERSHIP 34
B. IDENTIFICATION OF PARTNERS 34
C. AUTHORITY OF PRINCIPLES AND ROLE AND RESPONSIBILITIES 35

9.HUMAN RESOURCE MANAGEMENT PLAN 36

A. ORGANOGRAM OF GO GUARDED: 36
B. KEY EMPLOYEES: 37
C. MANAGEMENT TEAM BACKGROUND: 38
D. HR POLICIES & PROCEDURES 39

10. RISK MANAGEMENT PLAN 43

11. FINANCIAL PLAN 45

A. ASSUMPTION 45
B. SALES FORECAST 45
C. COST OF SALES 46
D. EXPENSES 46
E. PRO-FORMA INCOME STATEMENT 47
F. PRO-FORMA BALANCE SHEET 48
G. CASH FLOW PROJECTION 48
H. SOURCES AND APPLICATION OF FUND 49
I. BREAK EVEN ANALYSIS 49
J. PERFORMANCE INDICATORS (RATIOS) 50

BIBLIOGRAPHY 51

APPENDIX 52

SURVEY QUESTIONNAIRE 52
“Be Your Own Armor”
 1. Introduction
A. Name and address of the Business:
Name of the Business:
“Go Guarded”
Tagline:
“Be your own Armor”
Head Office:
House no: 154, Road: 11, Banani, Dhaka

B. Names and addresses of the principals:

Names Addresses
Adiba Zaman Khan House:21, Road:19, Sector:4, Uttara,
Dhaka

Shariz Binta Wahab House:291, Road:6, Block: B,

Bashundhara R/A, Dhaka

samin House:57, Road: 2, Block: A,

Bashundhara R/A, Dhaka

Monisha Rashid House:334, Road:2, Malibagh, Dhaka

Md. Tanvirul Islam Choudhury House: 300/t, Road:8, Block: A,

Bashundhara

C. Nature of the Business:

Our main objective is reducing the violence and harassment in our country. The name
of our organization is “Go Guarded” and our main intention is to ensure safety of

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women. Go Guarded is a platform where women will get proper knowledge about
self-defense and necessary equipment we will sell which will be helpful for women
for self-protection against any violence. So we can say that the nature of our business
is to ensure safety for women and we will create a platform where women will get
proper training to protect themselves against violence and harassment. Our company
is not working against any gender, our main initiative is to protect women from
violence.

D. Statement of the Financing needed:

As our business is a partnership business and total number of partner is five. We will
invest equally and will share our profit equally. We will not take loan from any banks
or friends or relatives. The amount we will keep initially for our business will be
invested by all our business partners.

Name of the Investors Amount Invested

Adiba Zaman Khan Taka 20,00,000

Shariz Binta Wahab Taka 20,00,000

Intesar Samin Taka 20,00,000

Monisha Rashid Taka 20,00,000

Md. Tanvirul Islam Choudhury Taka 20,00,000

E. Statement of confidentiality of Report:

We will keep our valuable information confidential. We will make policies and rules
and this will be signed by our employees so that they cannot share our information
with others. We will hire people for our support and those people may share our
information regarding plan with others. This will hamper our confidentiality. For this

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reason we will maintain some rules and policies so that our information remain
confidential among five of our partners.

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 2.Business Model
A. Business model canvas:

Investor: People allocating capital for better return in future are the investors. In the
same way partners for “Go Guarded” are the investors who will invest in the business.
Five partners will invest by providing equal amount of money and they will look after
the overall activities of the organization.
Various women federation: In Bangladesh, everyday women are facing different
violence and harassment and we are failing to give them proper treatment so that they
can save themselves from violence in their daily life. We will hire women trainers
from various federation like Bangladesh Occupational Safety, Health and
Environment Foundation (OSHE) and also women from various federation will join
with us for providing information to all ages of women through seminars, workshop
and training.

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Marketing agency: marketing agency will help us in increasing profit for the
organization by various sales. Marketing agency will help us by making website,
providing ideas about our promotion for business. They will help us in making
advertisement, website and templates which we will need to promote our business.
Marketing agency will help us in increasing our profit which will be shared by all the
partners who are contributing in business.
a. Key Activities:
As we are an organization focusing on women safety our main activities are setting
awareness and self-defense training for women and teen girls. We will provide course
for a period of time where women and teen girls will get various knowledge about
martial arts and other critical techniques to safe themselves with the product we are
selling for women self-defense. Moreover we will provide seminar and workshop how
to use those products to protect oneself from violence.
c. Value proposition:
We are first mover in this new business and our main aim is to safe women of
Bangladesh. We aim to provide various product like sharp ring, mini pepper spray,
lipstick pepper spray chili tears, sports bra for the safety of women. Train women and
teen girls ensuring their safety. As a whole we will contribute in social welfare
through providing various safety initiatives through training and seminars and also by
reducing crime and violence by letting women know that they are not weaker than
men, they can save themselves and raise their mouth against harassment through the
products we are serving and trainings and seminars we are providing.
d. Customer Relation:
We are new to this business and we aim to maintain a friendly relationship with
customer by receiving customer review through Facebook page, SMS, E-mail. The
reviews we will get from our customer will help us to improve ourselves. We will
provide membership to customers which will help us to connect with them. Within the
organization we will provide convenient service to give customer everything they
need without hassle.
e. Key Resources:
We need resources like instrument which we will sell to protect women and teen girls
against human defense. There will be sufficient trained staff to train women which is
our main resources because without them we will not be able to train our customers.
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Moreover technological resources like projector, monitor for the purpose of customer
and office spaces with the additional things we need are the key resources for our
business.

f. Women segment:
“Go Guarded” is mainly women based organization where we focused mainly on
defending women for their safety and proper training about self-protection and also
giving information about dressing that is how to dress properly depending on situation
so that it will be easier to protect against any violence. That is why our Go Guarded
mainly segmented women age that is girls like 12-17, 18-30 and 31-40. As we are
women based organization our main focus is on women.
g. Channel:
“Go Guarded” focuses on various channels to communicate with customer and
support. And we are mainly focused on B2C channels. The channels through which
“Go Guarded” will communicate are Facebook and by creating website. We will also
communicate through Telephone, SMS, and E-Mail for the convenient of customer.
Cost Structure:
Our expenses will mainly go towards imported product cost, employees’ salaries, and
trainer’s honorium. We will hire staff for various work within the office which will
create cost and it will add to our cost structure. Moreover, we need to pay taxes and
will have the expenses for energy consumption which will add to our cost and cost
structure will also add the platform cost which we are hiring for maintaining official
work, training and seminar.
Revenue Streams:
The main source of income will come by providing products for women safety,
providing service and through trainings. Our price will be fixed for every clients and
according to the volume they are purchasing we will give them discount. We will
keep a pricing model which will be helpful for us to keep record whether we are
reaching our destination through the prices we have fixed. In our training section we
will earn revenue by fixing the price which we will take by providing courses 6
months basis.

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B. Pricing model:
“Go Guarded” is completely a new theme to introduce in Bangladesh. As we are new
to this business and do not have competitor we are having both first mover advantages
and disadvantages. We decided to set our price based on “Cost-Plus pricing
method”. In this method we will calculate cost and will add a markup to get revenue.
We have no clear idea about how our consumer will accept our product for this reason
we will set a price based on how much the customer believes what we are selling is
worth. That is “Value Based Pricing”.

Sales Details of Product:

Lipstick pepper spray Taka 500
Sharp ring Taka 250
Military Tactical Pen Taka 800
Self-Defense Comb Taka 700
Hello Kitty Self Defense Key Ring Taka 250
Defense Safety Alarm Taka 400

Detail of service:
Service Name Per 3 months
Training Taka 10000
Session Taka 500

This pricing strategy has been set by gathering all the cost which will incur in
importing the products and services and adding a markup.

C. Social Goal:
Two thirds of women in Bangladesh, around 66%, have been victims of
domestic violence—and 72.7% of them have never disclosed their experience
to others. [ CITATION Res18 \l 1033 ]. The country where violence and harassment
is the common issue, we are introducing an organization where we will serve women
to protect themselves from violence through training and giving them knowledge
about product which we are buying from Ali Express. This products will be helpful

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for women for their own safety. Our goal is to make our country free from violence
and ensure safety for women.

D. Sustainability:
Sustainability means long term maintenance of a system. The better service and
quality we will provide the more our customer will get attracted. We will not
compromise in our service so that we can sustain in the best way in future. Our
sustainability goal is to train people in such a way that they will not get dissatisfied in
our service and women will get proper knowledge about their self-defense and can
protect themselves from harassment. And we believe that in future our business will
be the most profitable one because women are now more conscious than before and
for their self-protection they will eagerly come to take our services and product.

F. Ethical:
We will provide best product and service to our customer. We will hire efficient and
renowned trainers for training our customer. We will always ensure that our customer
will get maximum benefit from our organization. The products we will sell will
sustain for a long time. We will sell better quality products in reasonable price. And
this women centered organization will bring positive changes in our society and
women will become stronger than before.

3. Business Environment Analysis

A. Future outlook and trends
Self-defense may be a set of awareness, positiveness, verbal confrontation skills,
safety ways, and physical techniques that change somebody to with success escape,
resist, and survive violent attacks. A decent self-protection course provides
psychological awareness and verbal skills, not simply physical coaching.
Economically, Bangladesh is developing at a meteoric pace. One of the factors
driving this growth is an increasing participation of women in the workforce.
More women are receiving college education than ever before. However, the
greater economic freedom comes at the cost of greater security risk, especially
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as women increasingly need to move around alone. However women don’t
always find it easy to work on their side. The environment is not always on
their bank.
While doing our research, we found countless of incidents where women faced
hideous and sometimes brutal situation of harassment and sexual abuse. Almost
every woman has endured sexual and physical harassment on Dhaka's streets.
Bangladesh is also experiencing a disturbing rise in sexual crimes: a recent study
revealed that 17,000 rape cases have been filed in the last four years in the country.
What's more troublesome is the fact that women are often blamed for what they
endure, and that law enforcement agencies couldn't care less. [ CITATION Sum18 \l
1033 ].
Zaiba Tahyya, Founder and CEO at FEM – Female Empowerment Movement,
highlights that a mastery of the arts of self-defense boosts the confidence of
women and enables them to better defend themselves against physical threats.
[ CITATION Sif18 \l 1033 ]
The participation of women in work field and other various aspects are rising at
an increasing rate every day. But their working environment is not suitable till
now. So to provide them our product and service can help them to protect
themselves from these kind of incidents. Both the product and training service
will give them the ability to protect them.

B. Pestel analysis
Political
The political stability of Bangladesh is fluctuating most of the days. Therefore it's
pretty challenging for any venture to begin their operations in this country. The high
rate of corruption and bureaucratic layers create everything even additional complex.
However with our current government being very optimistic about women
empowerment and women participation in the economy we hope to face less
bureaucratic and corruption. Because we are going to import our products from our
suppliers, we need to operate with import tax. Also as our products are safety
products, we might find some trade restrictions on our products. But if we are able to

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convince the usefulness of our products and the advantage of it, that can overcome the
restrictions.
Economical
Bangladesh is going through a booming economic condition at this moment.
According to 2019 index of economic freedom Bangladesh’s economic freedom score
is fifty five.6, creating its economy the 121st freest within the 2019 Index. Its overall
score has redoubled by zero.5 point, with higher scores on factors together with
property rights and government integrity countering declines in investment freedom
and financial health. Bangladesh is graded twenty seventh among forty three countries
within the Asia–Pacific region, and its overall score is below the regional and world
averages. Robust economic process of roughly half dozen annually for 2 decades has
been driven by a fast increase in camera consumption and stuck investment. However,
Bangladesh still grapples with poor infrastructure, endemic corruption, meager power
provides, and slow implementation of economic reforms. The delicate rule of law
continues to undermine economic development. Corruption and weak social control
of property rights force staff and tiny businesses into the informal economy.
Social
Bangladesh’s social context is very much mixed with different culture and behaviors.
People here have somewhat mixed outlook. Although in some cases people were seen
with a lot of conservativeness last few years back, recently they are being a lot of
broad-minded towards trends and changes. The average social station of the country
is, the bulk of the individual’s area unit still below the road of poverty however the
case is rising. However our venture is mostly focused on women empowerment and
women self-defense based, we might face few outdated social views from a few adult
groups who thinks women participation or women empowerment is not necessary.
Technological
With the campaign of remaking this country into the digitalization, Bangladesh has
made quite a significant progress in the technological sector. Urban people as well as
rural people are now familiar with the technological phrases that Bangladesh is using.
This has helped Bangladesh to grab a significant amount of attention that Bangladesh
is going with the same phase with the outer world. The minimum technology that we
are using in our business will help our customer to understand the efficiency of our
product and service.
Environmental
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Our products and services is based on training service and products are imported so it
won’t affect the environment is any kind of negative way. Our venture will always
keep a mindset of keeping our products and service this way.
Legal
Almost all the country there are legal issues, corruption and political pressure which is
quite common. As a new venture there are possible outcomes like corruptions in every
layer of government works. But as our venture works as a medium of women
empowerment, we are hopeful to overcome this obstacles. Our government is very
much optimistic about women empowerment and working for a better position for
women.

C. Porter’s Five Forces

The threat of new entrants: Our venture is both service and product based venture
which a new idea in this country. The potential is good as it will fulfil customer
demand. But at the same time the threat of new entry is high as this has market
demand.
Threat of rivalry: At the current situation the threat of rivalry is low because our
venture is offering a different kind of product. Being the first mover we are able to
grab the market and attract customer attention.
Bargaining power of the suppliers: Being the first mover, as for the products that
we are going to import from our suppliers. There isn’t much possible negotiations
because prices are almost fixed. But as we will be buying at a bulk amount, the
bargaining power can be used in our side to give at a bulk amount price. Also we are a
first mover so the bargaining power of supplier is low.
Bargaining power of buyers: Because we are providing both service and product,
here the bargaining power of the buyers is low. Being the first mover customers have
a very little option to buy from other places.
Threat of substitute: As for substitute for both training and products are very low
because there are few services at this moment available in this country.

C. SWOT Analysis
Strength
 First mover advantage: Our venture is a kind which is provide both service
and product that has not been introduced before. There are a few number of

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 training centers and institutions but not well known and not a lot of women
participates in it. That is why as being a pioneer in this sector we are able to
grab that customer segment.
 Providing both product and service: Another advantage is we are providing
both service and product. In most cases we find out there are only service
available. That is why we are filling that gap of providing both at one place so
that our customer don’t have to go anywhere else.
 Product selection: The products that we are introducing from our suppliers are
very easy to carry and handy. They are in efficient size and not really visible
as a self-defense item. So women can easily keep it with themselves as their
protection.

Weakness
 Expense: As we are going to import our products, there is a shipment cost.
Also as if the product’s price rises that is an extra cost for us. There are tax
related issues for example import tax. If we had manufactured the products
here or if we could get a local supplier that would have been able to reduce the
cost.
 Retaining customer: As we live in a society where women empowerment is
not taken as a serious note, here convincing customers to come out from there
zone and learn to defend themselves is going to be a challenge. They need
continuous push about the fact that how important it is for them to learn and
protect themselves.

Opportunities
 Expertise training: In our training session we are keeping expert women from
various training schools who are going to train basic fighting tools. Getting
training from the expertise is going to lift up their confidence level and
encourage them to learn more about it.
 Support from various organization: Various organization like Bangladesh
Federation of Women Entrepreneur, Bangladesh Women’s Health Condition
etc. including our government are working at a large scale for women

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 empowerment. So if we are able to get their support or any sort of investment
that can be helpful for our venture.
Threats
 Similar service: Similar service are a threat like other training institute where
women can learn self-defense training.
 Easy to enter the market: As there is a demand in the market and not much
completion, it is easy for the rivals to enter this market.

E. Stakeholders Analysis
Customers: The most necessary stakeholder for a business is its customers.
Customers may be each user and business customers. Keeping them happy is our
initial and foremost duty. To stay them satisfied, we've got to be very strict with our
worth proposition. That means the promise that we have a tendency to create a unit
creating regarding the business. We have a tendency to should got to maintain the
most effective service properly. We want to form positive that the standard of health
care service stay state of the art every time.
Employees: Our employees are our important stakeholder who plays an important
role. Their effort and work capacity is able to generate profit. However managing
these employees are not an easy task. Retaining these employees, giving them bonus
creating a good working environment for them can keep them focused on their work.
Investors: In any new venture, investment is a big issue on which the activities of the
venture depends. With bigger investment it is possible to fill up more customer
demand.

F. Industry and market forecasts

Women’s of all ages always need to be concern about their safety. As women are
physically not stronger than men, so it is quite obvious they need to be more alert.
That’s why our target customer would be women around the age of 13-50. Basically,
we are targeting teenager to adult women. Women of those ages who need to step out
from their house most frequently. We have taken personal interviews. We have also
find out their opinion through various social media. In this way we have find out our
target customer. Our company will provide them necessary items, so that they can

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ensure their safety while going out. According to our personal survey, we have found
out, 84% women & teenagers don’t feel safe while going out.

4. Description of the Venture

A. Mission
Our mission is to ensure women safety by selling products to safe themselves from
violence and harassment. Our aim is to train, educate, equip women so that they can
have physical strength and can protect them in any situation. Country where
harassment is a common issue we just aim to make Bangladesh the safe one for every
individual. We want to train women with various techniques of martial arts and will
taught them how to identify and handle oneself and their loved ones with the product
we will sell and seminar and training we will provide.
Our tagline for “GO Guarded” is
“BE YOUR OWN ARMOR”
Which means you can save yourself by your own self-defense instrument so that
when any obstacles arrive you can save yourself. Women are physically strong to
come over those situation. And our main aim is to let women know that physically
strong and they do not need to go through violence and harassment. And we will be
the most successful in our business by making our country the safest one.

Vision:
 Providing services for the primary prevention and safety against men’s
violence and harassment.
 Ensuring safety for women in an environment where harassment has become
one of the common issue
 Our initial plan is to start our business in Dhaka and then expand the business
all over the country
 Train women of all over the country so that we can ensure safety all over
Bangladesh.
 Strengthening our business at national level and then aim to make a position in
international level
 Maintaining relationship with the customer and providing customer training
about karate and taekwondo by the most renowned trainer and instructor who
are giving services to most of the renowned training institute

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B. Products and Services:
The products we will provide in our business are mainly for women safety. Our
business is mainly focused on women safety as almost 70% of women are facing
harassment and violence in their work, personal life. The products which we are going
to sell all will be imported from Ali express and the product we will sell is not
expensive. It is affordable and women from every profession and class will be able to
buy our products. The products we will sell can be carried easily as it is small in size
and it is not that those pepper spray or ring will harm anyone. This products will
create short term disturbance to the criminal. All this products can be easily carried
within the bag by women.
Products available in our business:
 Lipstick pepper spray
 Sharp ring
 Military Tactical Pen
 Self-Defense Comb
 Hello Kitty Self-Defense Key Ring
 Defense Safety Alarm
The service we will provide is to train women how to safe oneself from violence and
harassment. We will held seminar and workshop where women from various
federation will come to let all the women know how to use the products we are selling
and how we can raise our voice against harassment. The training will be to train
women with various martial arts like karate and taekwondo. Our martial arts training
will be for 4 months and we will organize seminar once in a week that is four times in
a month. Where trainers will give women and teen girls proper knowledge about how
to dress in certain place. How to dress properly based on any situation which is also
one of the way for self-protection.
Services available in our business:
 Training about karate and taekwondo
 Session for giving instructions how to use our product
 Seminar for women self-protection

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C. Size of Business:
As we are doing partnership business the profit or loss which will incur will be shared
by all the partner. We are a team of five and all the partners are student of North
South University. We want to maintain a cordial relationship with all the member and
will share our problems with each other as a result if any disruptions incur we can
solve it easily. We are providing equally for the business. The investment which we
will do initially will be contributed equally by all the partners. 20% of ownership will
be provided by each of the team member. Our initial investment for the business in
10000000. As we are new to the business we are having first mover advantages. We
do not have proper idea how the customer will accept our product. We will not take
loans from bank or family or friends. The amount of initial investment will be shared
by five of the partners each partners providing equal amount of money. If we can see
we are making profit from this business and customer are accepting our service in a
friendly way we will further invest in our business. Moreover we will take loans from
bank to expand our business.

D. Office Equipment:
There are some elements without which we cannot run our business. There are two
different sections in our office to run our official activities efficiently. For maintaining
this two sectors we need proper equipment. In our head office we will do all our
official work like keeping records of how much products we have sold in a weekly,
monthly and yearly basis. Number of clients received our services and joined session
and workshop all this things will be monitored in our head office. And in the training
sector women from various federation will come to give women training and let
women know about our product.
To run our head office we need
 Computers
 Web camera
 Table and chair
 Wi-Fi
 Printer
 Projector
For training we will need:
 Karate body Guards protective equipment
 Karate and taekwondo master belt
 Karate training equipment bag
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  Judo uniform
 Chest protector
 Karate tatami puzzle mats
This equipment are the key elements for our business.

E. Background of Entrepreneurs:
We are a team of five members and all are from North South University. We all are
from Business department and our main aim is to initiate a business where our main
focus in on women. We want to be the most successful entrepreneur through
providing quality service to our customer. All of us are working hard to make this
project the most successful one. We also need some advice from senior so that we can
apply our ideas in our business project. Members who worked effectively for the
ultimate outcome of the business project are:

Member 1
Adiba Zaman khan
Ownership: 20%
Education: Bachelor of Business Administration in Economics, North South
University
2015
Higher Secondary Certificate, Dhaka City College
2013
Secondary School Certificate, Ideal School and College
Skills:
 Communication skills
 Leadership skills
 Problem solving skills
 Expert in MS Excel

Member 2:
Shariz binta wahab
Ownership: 20%

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Education: Bachelor of Business Administration in Finance, North South University
2015
Higher Secondary Certificate, Chittagong Cantonment Public College
2013
Secondary School Certificate, Radiant School and College
Skills:
 Ability to work under pressure
 Confident
 Leadership skills
 Team work

Member 3:
Intesar Samin
Education: Bachelor of Business Administration in Finance, North South University
2015
Higher Secondary Certificate, Chittagong Cantonment Public College
2013
Secondary School Certificate, Chittagong Cantonment Public College
Skills:
 Team work
 Leadership skills
 Communication skills

Member 4:
Monisha Rashid
Education: Bachelor of Business Administration in Finance, North South University
2015
Higher Secondary School Certificate, Viqarunnisa Noon School and College
2013
Secondary School Certificate, Viqarunnisa Noon School and College
Skills:
 Active listening skills
 Negotiation Skills
 Leadership skills
 Ability to be supportive and motivate

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Member 5
Md. Tanvirul Islam Choudhury
Education: Bachelor of Business Administration in Human Resource Management,
North South University
2014
Higher Secondary Certificate, Dhaka College
2012
Secondary School Certificate, Ideal School and College
Skills:
 Communication skill
 Proficient internet user
 Better team working ability

5. Marketing Plan
A. Customer Analysis:
Today’s women are badly in need of protecting their safety. Women’s of all ages
always need to be concern about their safety. As women are physically not stronger
than men, so it is quite obvious they need to be more alert. That’s why our target
customer would be women around the age of 13-50. Basically, we are targeting
teenager to adult women. Women of those ages who need to step out from their house
most frequently. We have taken personal interviews. We have also find out their
opinion through various social media. In this way we have find out our target
customer. Our company will provide them necessary items, so that they can ensure
their safety while going out. According to our personal survey, we have found out,
84% women & teenagers don’t feel safe while going out. Our seminars & training
sessions will be a great help for our customers of all age. So in short, women are
badly in need of safety. That’s why our products & services will be a great help for
our customers. Survey which we have done, are given in the appendix.

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B. Product & Service Description:

Products:
Our company “Go Guarded” has various of products which will fulfill multiple
purposes. Women will be able to carry them easily. These products will be similar as
their necessary accessories. These products will serve multiple purposes. They can
use these for their safety purposes also.
Self- defense comb: this comb or hair brush, which have steel inside in it. It is very
light to carry in woman’s bags. It can also be called defensive dragger. It’s handle is
very effective stiletto dagger, which comes out after pulling it.

Lipstick Pepper spray: pepper spray can surely help in any kind of immediate
occurrence of danger. It will instantly create irritation to the attacker’s eyes &
continuous sneezing. Obviously paper spray, is a very light thing to carry every day.
Pepper spray can make anyone blind for few minutes. This can help women to get
away from the attacker A recently held statistics shows that crime against women are
occurring at an alarming rate. There has been a dramatic change. Robbery, forcible
rape, assault these crimes are happening to us almost every day. As women are
physically weaker than men, they need to carry something which will provide them
instant protection, in case of any kind of danger, Pepper spray will surely be a great
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help in this situations . Our company can surely be a great help for women. Our
products come in a innovative shape, which looks like a lipstick. As it a protable size

women can easily carry in their bags.

as all of our products are quite fashionable & also portable, women of today’s won’t
mind carrying it.
Then comes our, another amazing product, which is a defensive safety alarm. It is
quite weird that we are even in need of using alarm as our women. But we are forced
to do this. As in today’s world rates of crimes are increasing with every passing day.

Defensive safety alarm: This safety alarm has a portable size, which can be
attached on keychain, backpack, also in ladies bag ,etc. It is suitable for girl students,
women, night- shifted women workers and so on. This alarm works very fast. After
contacting the pins out, the alarm starts it works. It keeps ringing for about 40
minutes. It is provided with a loud sound system, which will definetly scare the
attackers. People staying in far distance will also get to hear the alarm’s sound, so
they can come to rescue any women or teenager girls tackling with dangers.

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 Military tactical pen:
This pen can also be used as weapon perceived as non-lethal, which will make any
woman or teenager girls will feel safer especially in areas where weapons are strictly
prohibited. Most of the places we go every day, don’t allow any kind of weapon. This
pen has a ‘real’ glass breaker tip which can shatters any car’s window in one strike.
For any kind of danger , which can occur in any locked transport, our customer can
break the glass of the locked car, through this pen & can save themselves from any
kind of harmful situations.

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Safety ring: These safety ring looks like a beautiful jewellary , it can safe women
from any kind of danger too. These rings are sharp looking. It can give instant
protection from robbers, attackers, also from rapists.

Hello kitty self- defense key ring: These are defensive weapon disguised as cute
cat. Which looks quite stylish to carry.

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Lastly we are thinking about another innovative product which will be a lipstick,
which will have flashlight in it. So our future desirable product is going to be:
Lipstick shaped flashlight:
This lipstick which will work like two device. As it is a lipstick, women will carry it
as a regular accessory. It has a flashlight in it, of 180 lumens. It will provide
protection, convenience, serenity & relaxation to walk & move anywhere alone,

specially in dark & an in isolated places.

this is the picture of our desirable imported products in near future.

Services:
We will arrange seminars for women, so that they can get to know, how to face any
kind of danger. Our company, Go Guarded”, will arrange training sessions for both

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working women & also for teenagers. We have our own martial art training sessions.
As martial art will enrich them with focus and stillness, these will make our women
more stronger than before. It also improves athleticism. In today’s world, because of
certain circumstances, martial arts have become very essential for us because it will
help to stay protected in any kind of danger & surely will also protect u you from
harmful people. If our customers learns a martial art, then they can save themselves
very quickly & easily from any types of instant occurrence of danger. Besides, regular
training strengthens and tones the muscles and adds flexibility. Training in martial
arts will give them a full cardio workout. They can expect to greatly increase their
strength and stamina and it will also improve their hand-eye coordination. Our main
aim of providing training sessions , is to make our women fit for facing, any
dangerous situations. We will have trainers who will be expert in teaching martial
arts, which would be appropriate for all ages of our customers. Then comes our
karate training sessions. Karate will give them an assurance of self-defense & self-
esteem. Today’s women will not feel empowered, until they will feel safe in their
everyday life. For giving them the feeling of safety & protection, our karate session
will contribute a lot. Women should no longer walk away from harassments or from
assaults or from hijack or from robbery. They should fight back. Karate will help to
empower a woman’s ability. They will feel stronger both in case of physically &
mentally. Our training session will not make them aggressive, in fact these will give
them knowledge of facing any kind of harmful situations.

C. Pricing:
The pricing of our company Go Guarded”is going to be based on “Diversification
Strategy”. As we are entering into a new market with new products. Diversification
strategy would be most appropriate for us. Our strategy will focus on customer’s
perceptions 7 their convenience. Our pricing of products are based on customer’s
affordability. We didn’t think about our own profit. We just don’t want to earn money
by providing them costly & ineffective products. We will provide them effective
products at a cheap rate.
In contrast, as we are first mover in the market. As we are the one who are
introducing new products & service to the market. Our company will be emerged as a
strong brand, before any of our rivalry company enters. We will take advantage of

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switching cost. After establishing ourselves , it will be quite impossible for our
customers to switch to other brands. We will apply the penetration pricing model.
Which indicates we will keep prices of our products at a lower rate. As we have new
products, we are expecting customers will switch our products, because of our lower
pricing rate. In these way we will be able to attract huge range of customers. This
surely works as a deadly weapon to gain secured place in the market.

Value Based Pricing: We will have value based pricing, so that we can be sure,
how much the customers believe what we are selling is worth. We will set the price
primarily not exclusively. Basically we will set the price according to the value of our
services to our customers.
Cost Based Pricing: we will sell our products to our customers on cost based
pricing. We will take markup proportion of our product buying cost. We will sell
these to our customers, by maintaining a proportion of profit.
Product’s name price
Self- defense comb 700 taka
Lipstick pepper spray 500 taka
Military tactical pen 800 taka
Self-defensive alarm 400 taka
Sharp ring 250 taka
Hello kitty self-defense key ring 250 taka

D. Distribution Plan:
As we are applying B2C strategy in the market, we’ll be selling directly to our
customers. We won’t use any intermediaries. We will import these products from
Alibaba. Then we will sell these products to our respectable customers. Customers
will come to our company & they can choose to buy their desirable products. Our
employees will help customers to show them our products & they will tell them about
product’s usability. Our customers can also order our products from our website. We
will send them our products through our delivery system.

E. Advertising & Promotion Plan:

Various types of methods we will be using to promote our company. As it is known to
us all, without proper promotion & advertisements we won’t be able to rule in the

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market. We will use the power of social media for our advertising & promotion. We
will promote our company with the help of facebook & Instagram. Digital Marketing
will be a great contributor for this purpose. We will male videos of our company very
trendy. We will use modern equipment to make those videoes creating powerful
impact on our targeted customers .
We will create our own facebook & Instagram page. Now-a-days it is quite
impossible to find someone who doesn’t have any facebook or Instagram account. By
promoting our products through this social media, we will get a huge amount of
customer’s response. We will also make video of our products & services, which we
will showcase on YouTube. We will present a demo of 3 minutes to show our
products & sevices for initial advertising. Then for further promotion we can add
review of our custmores in those videos. As is it known to all, YouTube is a great
platform for encouraging & delivering product views to customers living anywhere in
the world. Just by typing our company name our customers will be able to see our
videos. Apart from this, we will use our own website & also a mobile app. Leaflets,
billboards, banners, posters, etc will be used for our promotion. We will have print
ads, so that we can promote it through various renowned newspapres . for example-
Pratham Alo, Dailt Star, Jugantor, etc. through print adds we can attract mass
marketing. We will visit schools & colleges to tell young girls about their protection
& how they can use our products for their safety. We will use give them some free
samples. We will use visit universities & several offices to make them understand
about the necessity & usability of our products. We will also promote our company
through inspiring celebrities. They will talk about the necessity of giving woman’s
safety & how these products will be a great help for this purpose. They will share
their any kind of personal experience of using these products. These celebrities are
public influencer. If our targeted customer get to know that these celebrities or some
of them’s role model use our products. They will also head out for buying our
products. They will make them understand that they will be able to carry these
products like their everyday’s accessories.

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F. Customer Service Policy:
Our main focus is to run our business through products of high quality. Our products
will be affordable. We will keep reviews of our customers for further any kind of
improvements to our products. We will not make any kind of comprise as it is a
matter of products which are related to giving safety. We will take review from our
customer after arranging our seminar & training sessions. We will teach them martial
art & karate. Our moto is to make our customer both physically & mentally stronger.
As karate will give them confident to travel even alone in road. Similarly martial arts
also have benefits. All of these our customer policy service. Whenever they will be
finish purchasing our products, we will give them card,if they likes our products, they
can pay a visit to our company, next time. As our membership card provide them with
opportunity of karate & martial arts learning lessons, they are bound to like our
products & services.

6. Service Delivery Model

A. Service Delivery Process

Go Guarded website or office

visit

Check PAYMENT
Order products, service booking,
inventory & GATEAWAY
taking membership
provide 1. Card
2. Cash
product
3. B-kash
Arrange
session for
Customer Managers
customers
Make necessary
Deliver desired products &
arrangements for
service to customers
training

28 | P a g e
To avail the service by the customers, the following process will be followed:

 All the customers need to first visit the website or the office in order to avail
the service or buy the product.
 Then they will order the product or take membership for the training, which
will be available on base of 3 months and 6 months. They can also book
session taken by the women or experts from different women federation
 After that the customer manager will take the order and make necessary
arrangement for the payment.
The payment process will be:
 Debit Card/ Visa Card/ Master Card/ Amex Card
 Cash
 Bkash
 In the same time the customer Manager will also make necessary
arrangements for giving the service or deliver the product. The customer
manager will:
 Check inventory and provide product
 Or Arrange session
 Or make necessary arrangement for training the members
 At last the desired products or services will be delivered. Products if brought
through website will be made through home delivery or customers can make
spot purchase in the office. Service will be delivered in the own platform
rented in the same place.

B. Inventory Control System

The company will follow the Barcode System for inventory control.
A barcode inventory system includes hardware, such as barcode printers and scanners
and software that runs on computers and mobile devices that allow for barcode
scanning and other operations.[ CITATION BAR \l 1033 ]

29 | P a g e
Having the right barcode scanners can make a big difference. In order to print our
own barcodes we will create custom labels to put on every part and product in our
warehouse, we will need a barcode printer. Also, some hardware and software
combinations work better together than others, so we will want to make sure that our
hardware and software are fully compatible with each other so there is no
miscommunication between them.[ CITATION BAR \l 1033 ]

C. Machinery and Equipment

To run our head office we need
 Computers
 Web camera
 Table and chair
 Wi-Fi
 Printer
 Projector
For training we will need:
 Karate body Guards protective equipment
 Karate and taekwondo master belt
 Karate training equipment bag
 Judo uniform
 Chest protector
 Karate tatami puzzle mats

D. Name of the Suppliers of Material that will be imported

Our company will import product from China through Ali Baba Express from
different suppliers.
Ali Baba Express is a Chinese multinational conglomerate specializing in e-
commerce, retail, Internet and technology. Founded 4 April 1999, the company
provides consumer-to-consumer (C2C), business-to-consumer (B2C), and business-
to-business (B2B) sales services via web portals, as well as electronic payment
services, shopping search engines and cloud computing services. It owns and operates
a diverse array of businesses around the world in numerous sectors, and is named as
one of the world's most admired companies by Fortune.[ CITATION Ali \l 1033 ]

30 | P a g e
 The products would be shipped by sea to the port of Bangladesh. The contract
between the suppliers and the company is given in the appendix.
The suppliers of the Products are given below

Product’s name Suppliers

Self- defense comb Shenzhen Aike Technology Co. Ltd.
Lipstick pepper spray Jingjiang City Di Feng Security
Equipment Factory
Military tactical pen Guangzhou Longyeu Stationery & Gifts
Co. Ltd.
Self-defensive alarm Shenzhen Aike Technology Co. Ltd.
Sharp ring Jingjiang City Di Feng Security
Equipment Factory
Hello kitty self-defense key ring Shenzhen Aike Technology Co. Ltd.

7. Operational Plan
A. Description of Company’s Operation:
Our company will be stored with all kinds of necessary equipments & accessories
which we would be selling to our customers. Our company will import products from
“Alibaba”. Our members will get the opportunity of having our services. We will
have a training centre situated in our company. Our inventory manager will keep
informing us when we will have shortage of products. Our employees are well
organized and trained. They knows how to run the company in an effective way. Our
manager will store the products. They will give training to other employees. Our aim
is to minimize cost by importing effective products. For the training session, we will
provide our customers with expert trainers, we will have proper arrangement in our
company for that.

B. Action plan & Timetable:

Our company Go Guarded is a product – oriented business company. After finalizing
our venue , we need start working on it for making it a suitable & beautiful place to
work on. We will first start working on our seminar room first. We will have to paint

31 | P a g e
the wall beautiful, same goes for ceilings as well. Many furnitures will be needed to
decorate our company. We will be in need of chairs, tables for our customers. And so
many more furnitures are also needed for our enlargement For renovation,
reconstruction & for interior design we will need around 40 days. As we have training
room , we also need some time to decorate that. It will take around 20 days to place
the furnitures. We will try to keep the environment of our company as beautiful & as
calm as possible. As first impression is the last impression. We want to impress our
customers at first impression. That’s why we will be really conscious about
decorations. We will also decorate our company with colorful lights, so that it makes
our workplace more attractive. This lighting will take 7 days. We will try to furnish
our each & every floor very innovatively. All buildups, setups, renovation, will take
around 3-4months. After decorating our company, we will start making timetables for
our works. Our training session for our members will be held both in morning &
evening sessions. So that , our customers can take part in training session according to
their convenience. One of our training session will start from 9 a.m. to 12 p.m. .
another one will start from 6 p.m. to 9 p.m. for serving our customers with high
quality of products & services, outlook of a company will also matter. To attract them
towards our company, we need to make it look appealing to the customers.

C. Flow of orders for goods & services:

Go Guarded website or office

visit

Check PAYMENT
Order products, service booking,
inventory & GATEAWAY
taking membership
provide 4. Card
5. Cash
product
6. B-kash
Arrange
session for
Customer Managers
customers
Make necessary
arrangements for Deliver desired products &

training service to customers

32 | P a g e
D. Business location:
we will locate our office at banani, in road 11. As banani , is a modernized &
developed place, women of today’s , even teenage girls surely will be able to come to
our company to buy products. This place is 5500 sq-ft. we will be able to establish our
company there. As it is not an isolated area. People are aware of this, surely they will
pay visit to our company , whenever they will heard about our products. As we have a
lot of space for the construction of our office. We will try to make a suitable
workplace according to our budget. Many offices, restaurants are already constructed
in this area. So it is a busy area. Our office will get notice by many people. As there
are no other company even in this area, who sell defensive products like us. In this
way we will get all the attraction of our customers. So this location would be most
appropriate for us.

E. Equipment:
For running our business , we will be needing a lot of equipment. All of these
equipment are also contributor of making this business successful. Equipment we
will be needing are given below:
1. Desktops
2. Internet modem
3. Printing machines
4. Router for wifi connection
5. Mobiles
6. Papers
7. AC
8. Fans
9. Lights
10. Generator
11. Furniture
These equipment will be a great, in case of expanding our business.

F. Technology Utilization:
Our company will use latest technology to deliver products to our respectable
customers. We will use all latest equipment. For instance ,we will use all latest social
networking sites for promoting our business. We will decorate our company with all

33 | P a g e
kinds of latest equipment. As in today’s world we can’t spend a single day without the
help of technology. We will make sure our customers are getting benefitted with our
latest technology. Even in case of delivering products we will use latest technology.
All of our products which we will be importing are created through using latest
technologies. Our company is software based, we are planning in near future, to make
all of our work paperless. We will keep on updating our products according to recent
demand. We will reduce human labor. In this way we are utilizing technologies for
innovating new products.

8. Organizational Plan
A. Form of Ownership
All the owners are equal contributors and partners. All of the members have same
proportion of shares in the company. They will hold the equal position in the
company.

Names Ownership
Adiba Zaman Khan 20%
Shariz Binta Wahab 20%
Intesar Samin 20%
Monisha Rashid 20%
Md. Tanvirul Islam Choudhury 20%

B. Identification of Partners
There are 5 partners or shareholders. All the information of then are given below:

Names Addresses
Adiba Zaman Khan House:21, Road:19, Sector:4, Uttara,
Dhaka

Shariz Binta Wahab House:291, Road:6, Block: B,

Bashundhara R/A, Dhaka
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Intesar Samin House:57, Road: 2, Block: A,
Bashundhara R/A, Dhaka

Monisha Rashid House:334, Road:2, Malibagh, Dhaka

Md. Tanvirul Islam Choudhury House: 300/t, Road:8, Block: A,

Bashundhara

C. Authority of Principles and role and responsibilities

Partners and Positions
Shariz Binta Wahab
Position:
Head of Finance
The head of finance will oversee any kind of operations related to finance and will
control the business’s financial decision. Also will maintain relationship with
financial institutions those are related with business.

Adiba Zaman Khan

Position:
Head of Operations and Branding
Head of Operation will supervise the inventory, supply and material purchase, and
also will direct the field level officers about their job. He will also supervise the
marketing of our business and will help do the branding of the business.

Monisha Rahid
Position:
Head of Sales
Head of Sales will take care of the total sales division of our service. He will plan the
yearly sales goal and will make plans to execute them.

Intesar Samin:

35 | P a g e
 Position:
Head of Supply Chain Management
Supply Chain Managers are responsible for overseeing and managing company's
overall supply chain and logistics strategy and operations in order to maximize the
process efficiency and productivity. In addition, they play a crucial role in developing
and maintaining good relationships with vendors and distributors.[ CITATION Sup \l
1033 ] 
Tanvir Chowdhury
Position
Head of Human Resource
Head of HRM will oversee all the recruitment, training, staffing and compensation
related operation administration in the business.

9.Human Resource Management Plan

A. Organogram of Go Guarded:
Like every other business firm we do have an organogram or employee hierarchy
chart in our institute. As we are ___ members and all have equal amount of
investment we will look after finance, marketing, operation, supply chain and human
resource departments all by ourselves. Among us we do have one who is very good
about financing of a business firm and already have idea about how these thing works.
We do also have other member who is creative with marketing and running
promotional activity and another with amazing leadership and human resource
management skill. The other two have couple of years of experience in executing
plans and operational activities as they did part-time job on those departments for
other business firms. To provide an amazing service we are not enough for running
this institution. We do need other employees and their support to provide better
service to our beloved customers.

Chairman

36 | P a g e

Human Operation Finance Marketing Supply Chain

Resource Manager Manager Manager
B. Key Employees:
Like every other organization key employees are the head of the business. Key

employees guide business strategy to achieve the organizational goal. All of the five

members will play the role of business manager as head of each department. They

will command the subordinate and guide the overall process. They will also provide

feedback to the employees about their performance.

Name Assign Department

Shariz Binte Wahab Finance
Inteasar Samin Supply Chain
Monisha Rashid Marketing
Adiba Zaman Khan Operation
Md. Tanvirul Islam Choudhury Human Resource

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C. Management Team Background:
The owners or the entrepreneurs are the top management of the company. They
hold the entire authority and all the principal responsibilities of the business. Each
of the All the owners are undergraduate students who are majoring in different
subjects.
Name Ownership Educational Background
Shariz Binte Wahab 20% Bachelors of Business
Administration, Majoring in
Finance,
School of Business and
Economics,
North South University.
Inteasar Samin 20% Bachelors of Business
Administration, Majoring in
Finance,
School of Business and
Economics,
North South University.
Monisha Rashid 20% Bachelors of Business
Administration, Majoring in
Finance,
School of Business and
Economics,
North South University.
Adiba Zaman Khan 20% Bachelors of Business
Administration, Majoring in
Economics,
School of Business and
Economics,
North South University.
Md. Tanvirul Islam 20% Bachelors of Business
Administration, Majoring in
Choudhury
Human Resource Management,
School of Business and
Economics,
North South University.

D. HR policies & Procedures

Be it commercial or non-profit, having solid HR policies is a must for any
organization. The importance of proper HR policies to keep the employees motivated
cannot be ignored. Go Guarded also understands how HR policies can affect
employee satisfaction. Strict recruitment guidelines will be followed to ensure right
38 | P a g e
people are entering our organization. We will do our best to make the employees
more involved in our mission and to make them feel important.
HR Statements
 To ensure the recruitment of people with right experiences, such as a martial
arts instructor we will take the advice of other experts in the field. The
previous work experiences and the attitude of the candidate will play a vital
role in the recruitment process.
 Go Guarded will make sure its employees voices are heard and they feel that
they are a part of the organization as well. Their hard work will be appreciated
through promotion, financial payment or with training opportunities. We will
ensure the employees get the benefits that are meaningful to them.

Recruitment & Employment Process

The employees will be divided into three categories. They are:
 Regular employees: will work full time and be eligible for all the direct &
indirect compensation and benefits.
 Contractual employees: will work for a specific time period. Contracts can
be of 6 to 12 months or more and can be renewed upon expiration.
 Part time employees: will be appointed and paid on hourly basis. They will
not be eligible for festival bonus, medical allowances or any other financial
benefits other than mobile bill.

Recruitment Method
We will use different mediums to attract the qualified candidates. They will consist
of-
 Advertisement on social media
 Advertisement on newspapers
 Different job sites
 Reference

Basic Requirements
Though requirements and eligibility criteria will vary among different positions, there
are some common skills we expect the candidates to possess. Those are:
 Communication skill: We at Go Guarded expect people from different
background to come to us to learn self-defense or to buy a product that can be
used as a weapon in emergency situations. So the employees, be it the

39 | P a g e
 instructor or the sales person, has to be a good communicator in order to gets
his/her message delivered to the customers in the right manner.
 Hardworking: We expect the candidates to be hardworking individuals. Go
Guarded is a new organization and to reach more people and grow the
business there is no alternative of hard work.
 Positive Mental Attitude: The candidates are expected to possess a positive
mental attitude and belief in women empowerment. No form of discrimination
will be tolerated in our organization.

Leave Policies
 Vacation & Holidays: The employees will generally get two weekly holidays
(Friday & Saturday). Others vacation & holiday includes: National Holiday,
Religious Holiday, Recess.

National Holidays include:

Occasion Number of Days

st
21 February (International Mother 1
Language day)
26th March (Independence day) 1
14th April (pohela Boishakh) 1
17th March (birthday of Sheikh 1
Mujibur Rahman)
1st May (May day) 1
15th August (National Mourning 1
Day)
16th December (Victory Day) 1

Religious Holidays:
Occasion Number of days
Shab e Barat 1
Eid e Miladunnabi 1
Shab e Miraj 1
Shab e Qadar 1
Jamatul Bidah 1
Ashura 1
Eid Ul Fitr 3
Eid Ul Adha 3
Durga Puja 1
Janmashtami 1

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 Buddha Purnima 1
Maghi Purnima 1
Easter Sunday 1
Christmas 1
Total 25 ays

Leave of Absence:

1. Training purpose: Employees, mostly the instructors may be eligible

for leave of absence if the organization wants to send them to a
different location for training purposes. Employee will receive full
salary during this period.
2. Earned Leave: The employees can earn a leave of one day from work
after working for 22 days without taking any leave.

Family & Medical Leave:

1. Sick Leave: The employees will get the opportunity to take 10 days
off from work due to health issues in a year.
2. Maternity Leave: Women employees will get 6 months off from work
during their pregnancy.
3. Paternity Leave: Male employees will have the opportunity to take 2
months off from work to take care of his wife and the new born child.

Paid Leaves:

1. Maternity leave
2. Paternity eave
3. Earned leave
4. Leave for training purposes
5. Sick leave
Compensation & Benefit Policies
The compensation policies that we will follow will include both direct and indirect
payments.
Direct compensation will include:
 Payments along with salary such as house rent, medical bill, mobile bill etc.
 Every employee will get two festival bonus in a year.

Indirect compensation may include:

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  Overtime pay
 Annual leave
 Company transport
 Child care

These compensation and benefit policies may differ from employee to employee. The
benefits will be provided on the basis of the employees’ needs and position in the
organization.

10. Risk Management Plan

Risk Business Risk Trigge Sympto Curre Risk Proba Risk Risk Response Contingency
Descriptio Impact Area r ms nt Impac bility Map Respon Strategy Plan
n Status t of se
Occur Strateg
rence y

Fail to It will Marke Need Custom Open High Low Yello Mitigat Need to We will always
reach impact ting to er will w ion forecast keep an eye on
target negativel Depart forecas get poor target market trend
audiences y in our ment t service market to and analysis
business marke and have greater necessary data.
and t product reach.
might deman s.
lose some d
potential thorou
customer ghly to
s. avoid
this
situati
on.

42 | P a g e
Facing It will be Suppl Need The Open High Mediu Red Contin We will keep Have to go for
poor very y to chain of m gency alternate the alternate
distributio annoying Chain manag supply distribution way of
n channel for our Manag e will be policy. distribution.
customer ement alterna affected
s if they te way and
don’t get of thus
their distrib custome
product ution rs will
in time. so that get
we annoyed
keep .
on
going.
Political It will Opera Alway Depend Open Mediu Mediu Yello Avoida It is We will wait till
Instability affect our tion s keep s on m m w nce unavoidable. everything gets
total Depart update political So, there is back to normal.
business ment d conditio no choice but
operation inform n as it to face it.
. ation effects
and set transpo
contin rtation,
gency shipmen
for t and
transp even
ortatio properl
n and y run a
shipme business
nt. .

43 | P a g e
Lack of The Financ Need We will Open High High Yello Accept Need to We might take
Financial objectives e to keep face w ance consider loan from other
Stability will be Depart in difficult other ways investors if
delayed ment touch ies to for situation gets
to with run financing. very bad.
achieve alterna business
and thus te and
institute ways, trouble
will face such as to
loss. lender maintai
s, n all the
investo activitie
rs etc. s
accordi
ng to
the
plan.

11. Financial Plan

A. Assumption
We have assumed that the sale will increase by 5 % every year. The employees’
salaries and utilities cost will increase by 2 %. The office rent will increase by 3%
every year. Inventories are also considered to increase by 5% every year. The
depreciation is considered to be 10% on the fixed assets. Accounts receivable is 20%
on sales. All the members are assumed to contribute 20% each as equity.
This are the assumptions of inventory that we r going to purchase from the suppliers:
The sale will increase by 5% every year. The following table is the llist of selling
price of products and services:
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inventory details
UNIT
PRODUCTS PER UNIT PURCHASED TOTAL
Lipstick pepper spray 100 3000 300000
Sharp ring 50 3000 150000
millitary tactical pen 400 3000 1200000
self defence comb 300 3000 900000
Hello kitty self defence key ring 100 3000 300000
Defensive safety alarm 70 3000 210000
3060000

B. Sales Forecast
The sale will increase by 5% every year. The following table is the llist of selling
price of products and services:

SALE DETAILS OD PRODUCTS

sales price per total sales of
products unit units products
0
Lipstick pepper spray 500 2000 1000000
Sharp ring 250 2000 500000
millitary tactical pen 800 2000 1600000
self defence comb 700 2000 1400000
Hello kitty self defence key ring 250 2000 500000
Defensive safety alarm 400 2000 800000
  TOTAL 5800000

REVENUE FROM SERVICES

Column1 Column2 Column3 Column4
Service name unit SP per unit total
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 Training 1000 10000 10000000
Session 700 400 280000
Total 10280000

C. Cost of sales
The cost of sale includes the direct material cost and the freight by sea that are to be
paid to the suppliers.
Amount
BEGINNING
INVENTORY 1060000
purchase 848000
freight 378000
ending inventory -1272000
COGS 1014000

D. Expenses
These are the expenses that are incurred initially. They are mostly fixed expenses and
some are variable expenses. For the initial investment the inventory brought initially
would also be considered as the initial investment.

initial expense
Expenses taka
platform rent (60000*12) 720000
employees salaries 1000000
office furnitures 500000
projectors and other office
equipments 1000000
Promotion cost 400000
Utility cost (electricity, internet, gas
etc.) 500000
generator 600000
office supplies 400000
training supplies 200000
Misc 250000
TOTAL INITIAL INVESTMENT 5570000

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 E. Pro-Forma Income Statement
A pro forma financial statement is one based on certain assumptions and projections
(as opposed to the typical financial statement based on actual past transactions).
[CITATION Acc \l 1033 ]

PROFORMA INCOME STAYEMENT

Column1 year 1 year 2 year 3 year 4 year 5
revenue of service 5800000 6090000 6394500 6714225 7049936.25
revenue of products 3060000 3213000 3373650 3542332.5 3719449.125
COGS -1014000 -1014000 -1014000 -1014000 -1014000
GROSS PROFIT 7846000 8289000 8754150 9242557.5 9755385.375
EXPENSES
employees salaries 1000000 1020000 1040400 1061208 1082432.16
platform rent (60000*12) 720000 741600 763848 786763.44 810366.3432
Promotion cost 400000 400000 400000 400000 400000
Utility cost (electricity, internet, gas etc.) 500000 510000 520200 530604 541216.08
Depreciation 210000 210000 210000 210000 210000
office supplies 400000 400000 400000 400000 400000
training supplies 200000 200000 200000 200000 200000
Misc 250000 250000 250000 250000 250000
3838575.4
Total operating expense 3680000 3731600 3784448 4 3894014.583
5403982.0
EBIT 4166000 4557400 4969702 6 5861370.792

F. Pro-Forma Balance Sheet

A pro forma balance sheet summarizes the projected future status of a company after
a planned transaction, based on the current financial statements.[ CITATION For \l
1033 ]

PROFORMA BALANCE SHEET

Column1 Year 1 year 2 Year 3 year 4 year 5

CURRENT ASSET
Cash 3114000 2483200 920050 869756.25 615800.7813
A/R (20% ON SALES) 1772000 1860600 1953630 2051311.5 2153877.075
Inventories 636000 667800 701190 736249.5 773061.975
TOTAL CURRENT ASSET 5522000 5011600 3574870 3657317.2 3542739.831
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 5
LONG TERM ASSET
office furnitures 500000 500000 500000 500000 500000
projectors and other office equipments 1000000 1000000 1000000 1000000 1000000
generator 600000 600000 600000 600000 600000
LESS: Depreciation -210000 -210000 -210000 -210000 -210000
Total LTA 1890000 1890000 1890000 1890000 1890000
5547317.2
TOTAL ASSET 7412000 6901600 5464870 5 5432739.831

CURRENT LIABILITY
Account payable 485,000 485,000 485,000 485,000 485,000
Total liabilities 485,000 485,000 485,000 485,000 485,000
OWNER'S EQUITY
shariz 20% 2000000 2000000 2000000 2000000 2000000
intesar 20% 2000000 2000000 2000000 2000000 2000000
adiba 20% 2000000 2000000 2000000 2000000 2000000
monisha 20% 2000000 2000000 2000000 2000000 2000000
tanvir 20% 2000000 2000000 2000000 2000000 2000000
-
4937682.7
less: retaind earning -3073000 -3583400 -5020130 5 -5052260.169
5062317.2
TOTAL OWNERS EQUITY 6927000 6416600 4979870 5 4947739.831
TOTAL LIABILTY AND OWNER'S EQUITY 7,412,000 6,901,600 5,464,870 5,547,317 5,432,740

G. Cash Flow Projection

All the cash transaction outflow and inflows of 5 years are projected in the following table:

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 H. Sources and application of fund

Name of the Investors Amount Invested

Adiba Zaman Khan Taka 20,00,000

Shariz Binta Wahab Taka 20,00,000

Intesar Samin Taka 20,00,000

Monisha Rashid Taka 20,00,000

Md. Tanvirul Islam Choudhury Taka 20,00,000

I. Break Even Analysis

The break even analysis is the point where there is not profit and no loss.

BREAK EVEN ANALYSIS

Column1 TAKA
selling price per 1191.11111
unit 1
74.0145985
VC PER UNIT 4
FIXED COST 2100000
1879.87338
BEP Per Unit 3

J. Performance Indicators (Ratios)

RATIOS
Column1 Year 1 Year 2 Year 3 Year 4 Year 5

11.3855670 10.3331958 7.37086597 7.54086030

Current Ratio 1 8 9 9 7.304618209
Acid Test Ratio 10.0742268 8.95628866 5.92511340 6.02282010 5.710675992
49 | P a g e
 2 3
1.59433962 1.51841868 1.44611303 1.37725051
Inventory Turnover Ratio 3 8 6 1 1.311667153
0.07558520 0.09739210 0.09580592
Total Debt to Equity Ratio 0.07001588 1 1 8 0.098024556
0.74793536 0.81820466 0.89222657 0.97019426
Return on Investment 8 8 1 6 1.052310735
0.56206152 0.66033963 0.90939070
Return on Assets 2 1 8 0.97416135 1.078897752
1.19535887 1.34794830 1.78744416 1.84892210
Asset Turnover 7 2 6 7 1.982312003

Bibliography

What are pro forma financial statements? (n.d.). Retrieved from Accounting Coach:
https://www.accountingcoach.com/blog/pro-forma-financial-statements

50 | P a g e
Alibaba Group. (n.d.). Retrieved from wikipedia:
https://en.wikipedia.org/wiki/Alibaba_Group
BARCODE SYSTEM FOR SMALL BUSINESSES. (n.d.). Retrieved from Fishbowl:
https://www.fishbowlinventory.com/articles/inventory-barcode-software/small-
business-barcode-inventory-system/
Bhuiya, S. M. (2018). When women fight back. Dhaka Tribune .
Forecasting the Balance Sheet. (n.d.). Retrieved from lumen:
https://courses.lumenlearning.com/boundless-finance/chapter/forecasting-the-balance-
sheet/
Islam, S. (July 12, 2018). Why self-defence is important for women. Daily star .
Supply Chain Manager job description template. (n.d.). Retrieved from talentlyft:
https://www.talentlyft.com/en/resources/supply-chain-manager-job-description
Research shows 66% Bangladeshi women are victims of domestic violence. (2018,
December 6). Retrieved from Dhaka Tribune:
https://www.dhakatribune.com/bangladesh/nation/2018/12/06/research-shows-66-
bangladeshi-women-are-victims-of-domestic-violence?
fbclid=IwAR31Leph8lyanpuPbu0EF9s4teaY5V50NS9xvCDc8JwOadqVHFyZD-
cPTr4

Appendix

Survey Questionnaire
1. What is your age?

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 a.13-20
b.21-30
c.31-40
d.41-50

2. What is your occupation?

a. Student
b. housewife
c. working women

3. Do you always feel safe while going out?

a. Yes
b. No
c. May be.

4.would you like to carry any defensive equipment with you?

a. Yes
b. No
c.May be
5. Will you spend money on buying our defensive products?
a. Yes
b. No
c. May be

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