FIXERR

Let’s build a global community of people

helping each other repair things. Let's fix
the world, one device at a time.

Alienware

Let’s help each other repair!

Contents
Executive Summary...............................................................................................................................2
What's next...........................................................................................................................................2
Teach us.................................................................................................................................................2
Product Feasibility:........................................................................................................................3
Market Feasibility:.................................................................................................................................3
Organizational Feasibility:.....................................................................................................................3
Mission Statement:...............................................................................................................................4
Products:...............................................................................................................................................4
Current Status:......................................................................................................................................4
Legal Status & Ownership:.....................................................................................................................4
Marketing Plan:.....................................................................................................................................4
Vision.....................................................................................................................................................5
The Marketing Mix:...............................................................................................................................6
Product:.............................................................................................................................................6
Prices:................................................................................................................................................6
Placement:.........................................................................................................................................6
Promotion:.........................................................................................................................................6
Sample Website Page............................................................................................................................7
Porter’s Five forces analysis...................................................................................................................8
STP ANALYSIS:........................................................................................................................................9
Segmentation....................................................................................................................................9
Targeting:..........................................................................................................................................9
Positioning:........................................................................................................................................9
Financials Projections............................................................................................................................9
Initial Expenses..................................................................................................................................9
Funds management:........................................................................................................................10
Revenues.........................................................................................................................................10
Income statement...........................................................................................................................10
Shares..............................................................................................................................................11
Sales process...................................................................................................................................11
Brochure Design..................................................................................................................................12
Executive Summary
Fixerr is a wiki-based site that teaches people how to fix almost anything. Anyone can create
a repair manual for a device, and anyone can edit the existing set of manuals to improve
them. Our site empowers individuals to share their technical knowledge with the rest of the
world. Our site provides them with the tools and parts to do so. It bugged us that most
consumer devices lacked repair instructions. We think it should be easy for people to learn
how to fix things.
So we wrote some instructions the first chance we got. And we posted them online, for free.
For the first time, it was easy for someone with no technical background or experience to
take apart a Mac. Our step-by-step instructions were enabling people to repair Macs they
wouldn't have been able to repair on their own.
We thought the instructions would be useful to our customers -- and they were. But it
turned out that they were useful to a lot of other people as well! We've heard repair success
stories from forensic detectives, field translators, and even kids. People have used our
guides to fix their stuff. They saved money, they kept their Macs out of landfills, and they
did it completely by themselves.
And the amazing thing? They enjoyed doing it. It's fun to take stuff apart. It's interesting to
see what's inside that magic iPod you carry around every day. It's gratifying to fix it with
your own hands. Don't believe us? Try it! Fix your Mac yourself. Show a friend how to fix
something.
We're all in this thing together, and if we work together we can fix the planet. Join us.

What's next
Well, it turns out that most companies are just like Apple. They make great products, but
they never quite get around to telling the rest of us how to fix them. But you can help!
We want to show the world how to fix anything. Nobody knows how to fix everything. But
that's OK, because most people know how to fix something. Maybe it's just a stapler. Or a
bicycle. Or a cell phone. What do you know how to fix?

Teach us
Show us what you know. Collaborate with our community. Together, we can fix the world!
(OK, maybe just the world's gadgets. You know what we mean.)
For example, this step-by-step guide shows you how to replace the battery in an iPod.
We're working on creating much more repair information for devices of all kinds. Our
philosophy is that if you can't open it, you don't own it. Once you disassemble, repair, and
put back together your laptop or iPod, you have a much better understanding of what goes
into it. It's astounding how just 20 minutes of work and $10 can make an iPod good as new
-- but most people have no idea that there are instructions available to make the work easy.
And why should they? Apple tells everyone that the battery isn't user-serviceable. That's
where we come in, filling the ecosystem hole that Apple created by manufacturing a device
without an end-of-life maintenance and disposal strategy

Product Feasibility:
After Feasibility analysis we have come up with the idea of the Fixerr as a mainly web based
company, which will provide people with necessary tools, guides and parts to work on a
smart repair themselves, the repair may be of any smart hand held device, such as a Phone,
tablet or more complexly a Laptop. There are a lot of websites currently in Pakistan that can
provide materials and parts such as Daraz, Homeshopping and Ali express but none of them
specialize in it and not even a single one of them have department dedicated to it, and you
cannot spend money on buying delicate parts from a general shopping store. That’s where
Fixerr comes in.

Market Feasibility:
To launch this in Pakistani market at this time is going to get us the first mover advantage,
while the whole world is digitalizing, Pakistan while being one of the biggest smart phone
markets in the world still is behind and conventional means of repairs and part acquiring is
still used. We are planning to target the audience who would like to get the parts
themselves from trusted sellers, and if they’d like to repair themselves good, we will
provide them with shops that they can go and get their mobiles repaired from, those shops
will be FIXERR APPROVED. Not only does this kind of initiation has not taken place but a
majority of people have no idea that they can acquire parts this way. In Pakistani market
where the market is flooded with low quality repair parts from smart gadgets and that too
at a high cost, we are trying to get people the best parts possible.

Organizational Feasibility:
 With Miss. Rameen Kamran as a Finance Executive worked to prepare financial
statements, all possible ways to raise the company’s funds, perform internal finance
audits, work on the finance software installed to record the financial transactions
and responsible for all financial operation of a company.
 With Miss. Anum Gull as head of Purchasing, and direct and coordinate financial
forecasting services or activities to limit costs and improve accuracy, customer
services and safety. Examine existing procedures or opportunities for streamlining
activities to meet product distribution needs.
 With Mr. Yawer Shafique as an HR Manager in the team with his expertise in people
management will result in building strong and efficient work force for out work to
make up a clear company image.
 With Mr. Syed Suheer Haider as the Marketing Manager, he will design marketing
strategy in such a way that would help consumers know about the company easily.
 With Mr. Mohammad Zahran Ahmad Minhas as the Chief Executive, his strategic
decision making skills will result in the rapid growth of the company. Keeping in view
the economic condition of the country.
Mission Statement:
Building a global community of people helping each other repair things.

Products:
 Battery
 RAM (Random Access Memory)
 Visual Display
 LCD (Liquid Crystal Display)
 VFD (Vacuum Fluorescent Display)
 TFT (Thin Film Transistor Display)
 LED (Light Emitting Diode)
 RF Crystal
 Ear Speaker
 Microphone
 SIM card Socket
 Display
 Processor
 Motherboard

Current Status:
As of right now there is little to no work done on the website or the company itself, But the good
sales and revenue generation we will upgrade our website, where we can easily and freely
customize the website as much as we want. We have currently purchased approx. of half of
our inventory and the second half will be arrive as soon as we start taking orders.

Legal Status & Ownership:

The Company will start with all of the 5 owners sharing equal percentage of the shares, at
20% The company is currently not registered in any government agency. After a certain
increase, we will start registering to obtain an approved license and patents for our
company.

Marketing Plan:

 Capturing attention of online popularity of Pakistan.

 Delivering quality products.
 Maintaining competitive pricing.
 After sales money return policy if the product quality is affected.
 User Friendly Website with fast delivery options.
 Organic & In Organic Search Engine Optimization across the country
Vision

 
The Marketing Mix:
Product:
Our Product include, guides, tools and parts for any possible repairs of all kinds of smart
gadgets. Battery RAM (Random Access Memory), Visual Display, LCD (Liquid Crystal Display),
VFD (Vacuum Fluorescent Display), TFT (Thin Film Transistor Display), LED (Light Emitting
Diode), RF Crystal, Ear Speaker, Microphone, SIM card Socket, Display, Processor,
Motherboard

Prices:
The prices that we will provide to our customers will be at very lower profit margin and it
cuts of the middle men intermediaries therefore it will provide the customers with greater
value and help us gain competitive advantage over our competitors.

Placement:
Since we are operating on online platform our placement will be on digitally approaching
customers across the country. With multiple delivery options to different destinations to
different cities and 24 hours delivery time for the customers of twin cities.

Promotion:
New platform so we will start with social media campaigns.
To raise awareness we will hold camps.
Conventional promotion methods such as banners, ads and commercials but low scaling.
Social media complain, similar to One Plus to make a community that can help us improve.
Sample Website Page
Sample Website Page

Porter’s Five forces analysis

  In this particular market, since it is new in Pakistan and emerging still, Threat of new
entrants is very likely, because it is an unexplored market and with little capital everyone can
make their idea a reality.
To ensure the possibility of such a case, we will be looking at these elements
o Amount of capital required
o Retaliation by existing companies
o Legal barriers (patents, copyrights, etc.)
o Brand Reputation
o Product differentiation
o Access to suppliers and distributors
o Economies of scale
o Sunk costs
o Government regulation
 The Bargaining power of Supplier in digitalizing market for repairable parts is especially high
because, not everyone has materials that range in quality and to ensure high quality
material. The supplier is especially Effy and they tend to keep the price at a high rate.
 The Bargaining power of Buyer is also high in Fixerr’s case.
 There are no competitors in this market in Pakistan.
 The threat of substitutes is high.

STP ANALYSIS:

Segmentation
We have segmented our venture into Geographic, Demographic and Psychographic, so as to provide
our services to vast number of customers of Pakistan. While demographically we aim to target
people of every age and provide reasonable prices so that we can cover maximum income sectors of
the locals, our income segmentation will be upper lower and all the middle and upper class. As
people of Pakistan have more propellant behaviour towards offers, deals and discounts
Psychographic ally through our Everyday lower Pricing, and customization strategy we tend to
motivate our customers and attract them towards our products for maximum purchases.
Targeting:
Our main target are the major cities of Pakistan and people who want convenience and
customizability with high quality materials for their phones. With little number of competitors
currently involved.

Positioning:
Our business is all about online delivering but we will all also authorize shops that are FIXERR
APPROVED all over Pakistan major cities, the shops that we will personally visit and recommend to
our customers.

Financials Projections
Initial Expenses
Expenses to develop/build a website is zero but there are many other expenses that we
need to include in this.
Firstly, without any proper marketing, we can’t be successful in our idea. For marketing plan
that is suggested by our marketing manager Mr.Suheer Haider we need Rs.50,000 minimum
which include designing and development of brochure, banners.
Second is Inventory because we focus on quality of our product and we are new in business,
so we need to gain trust of our clients. But we start our business online so no expense in
warehousing of products. We keep inventory in our house so no warehouse cost. Inventory
cost would be Rs100,000, our inventory would be short because we directly buy from the
purchaser when we get new order.
Thirdly is paid traffic. Paid Media Optimization: Ad Press paid media strategies help us to
improve conversion rate on digital advertisements and boost sales online. From social
promotion to search advertising. We used this to increase our conversion rate. And also a
Paid SEO as new entrant in somewhat new market we need that our traffic boost. Cost
would be Rs30,000.
Fourth is delivery cost. We coordinate with Daewoo courier (Daewoo FastEx Cargo Service)
and our price would be Rs.20,000 for one year.
Total expenses would be Rs.200,000

Funds management:
As we are students, we comparatively have low or minimum saving because we spend our
money in fancy restaurants, trips and parties etc. so we need some funds. We can’t put
venture on self-financing, we need some funds. We borrow Rs.100,000 from Yawer’s father
and Rs.100,000 from our savings.

Revenues
Revenue generates from the sales of products and spare parts. Additional revenue
generates from contract with repair shops. We build a contract with repair shops in Pakistan
and send client to them if client want some good repair shop and get some percentage of
profit from shopkeeper.

Income statement
We project income statement for 2 years. In 2021 we don’t project increase in sale but put
inflation rate which is 8.31% and with factor it is 1.831 (1+0.831)

Shares
The Company will start with all the 5 owners sharing equal percentage of the shares, at 20%
The company is currently not registered in any government agency. After a certain increase,
we will start registering to obtain an approved license and patents for our company. 20% of
profit goes to retained earnings of the company and remaining profit would be distributed
equally to five owners.

Sales process
We have developed a user-friendly website and worked on our marketing strategies. If
someone have any problem or get some information, they can contact us on our email
address, Facebook page and contact number without any hesitation. We are planning to
deliver products in main cities of Pakistan with the help of Daewoo Courier.
Brochure Design

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