Title: An online Business Plan and Market Analysis of

FAB PAWS ( A pet industry)

Course: Digital Marketing (MKT 628)

Submitted To

Submitted to:
Dr. Khandkar Md. Nahin Mamun
Assistant Professor
Dept. of Marketing and International Business
North South University

Submitted by

Group Members ID Email

Salma Ajmi 1735229660 salma.ajmi@northsouth.edu

Asif Sadat 1815274060 asif.sadat@northsouth.edu

Shahriar Mujtahid Hossain 1735065060 shahriar.mujtahid@northsouth.edu
Siam Ahmed 1512857660 siam.ahmed@northsouth.edu

Submission date: 28 September 2020

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Acknowledgement

We want to thank all who in one way or another contributed in the completion of this term paper.
First, we give thanks to our Almighty Allah for protection and ability to do work. Secondly, we
are so thankful to our respective course instructor, Dr. Khandkar Md. Nahin Mamun, Assistant
Professor, Dept. of Marketing and Int. Business, North South University. We have tried my best
to prepare the report in consistence with the optimal standard under your valuable direction. We
made every effort to reveal greater insight in this report. Thanks to him for believing us that we
could do this. He makes it possible for us by encouraging us in every single moment. His
challenges brought this work towards a completion. It is with his supervision that this work came
into existence. We would like to thank him for his kind supervision.

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Executive Summary

In this term paper we got to learn practical skills for developing a website and
maintaining it effectively and in this process we learnt how we can create, maintain,
modify and develop a website also how we can overcome limitation and difficulties of
building any website successfully. This course was more about learning things
practically, things which were entirely new to us mostly the technical terms and
difficulties that we had to face and learn how we can overcome those. While
developing our website we had to face some technical difficulties which we then learn
to overcome while writing this term paper and also learn new innovative techniques in
building our website which we were not familiar with earlier.

This course was mostly about learning how to develop a website and build practical
knowledge on how to run things while running any online business. However, this
knowledge we believe will help us in future in our professional life in a great way and
also could help us to build our own website if we want to open our own business. All in
all, writing this term paper while learning different skills of developing and designing a
website was a great experience as we get to learn so many new things which will help
us in long run near future.

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Table of Content

Introduction 5
E- Commerce overview 6
Company Analysis 7
Industry Analysis: Why FAB Paws? 8
Customer Analysis 9
10
Competitive Analysis
Marketing Model 10

Offline Strategies 14

14
Operations Plan
Financial Plan 16
Brand Protection 19
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Conclusion

Introduction:

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Digital marketing has become quite a phenomenon for last past few years whether it is
buying or selling products through any social media page or official websites. As
people are showing interest in purchasing products from online websites so many
marketers are now showing more interest on having their own websites. For this
increasing interest on building websites requires for expertise in web designing. Web
design requires a strategy different from other mass media. It provides a balance of
training in theory, technology, project management and hands-on development (Brown,
2010).
We have opened a website named “FAB PAWS” a pet shop where we sell accessories,
foods, medicine and other necessities needed for pet animals. We have designed our
website keeping in mind all the important things about designing any website and
making it user friendly as much possible as we can. We have also opened a Facebook
account for our website to attract more customers and made promotions using other
social media websites like Skype, viber, whatsapp etc.

We have selected Word press, one of the popular Content Management System (CMS)
for starting our website with the help of our honorable faculty member who was kind
enough to help us by providing a free blog domain. While developing our website we
are paying much attention to make our website as user friendly i.e. easily accessible and
understandable for our target customers as we can make it. We installed many plug-ins,
categorized our products, improved the outlook of our website so it get the target
customer attention. We also opened a Facebook page for our website for promotions
and sells using the help of social media sites like Facebook where our customers can
easily contact us and let us know about any of their queries or buy products. We also
provided them direct accessible link for our website in our FB page and also the same
in our website too to get access to our FB page.

In this term paper we did overview of e-business, stated about our goals and business
process, analyzed the strengths, weaknesses, opportunities and threats of doing business
in pet industry and learn how we can use those strengths and opportunities to our own
benefit and overcome weaknesses and eliminate threats. We also studied political,
economic, social and technological

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 factors. Further done META analysis and selected the best ones for our website. While
designing any website one thing that every developer or web designer should keep in
mind is how accessible, understandable i.e. user friendly and mobile friendly the
website is. To attract target customers, we also did marketing mix i.e. analyze the 4p’s
which are product, price, promotion and place. In the process of developing our website
we learnt many technical terms and install many plug-ins, made changes in our website
to ensure the best quality and tried to assist our customers also tried to ensure their
privacy in best possible way.
E- Commerce overview:

E-commerce is a platform which helps to connect people from different corner of the
world. People can easily buy from U.S.A, U.K or Australia without any geographical
barrier. Sending gifts to your loved ones is now so easy. According to (Hossain, 2000),
E-commerce through digital way of communication such as e-mail helps a businessman
to link with every corner of the world and also opens the door of greater opportunities
in Bangladesh. E-commerce market is huge and everybody knows that the market
potential is very high as well as challenges. Many People are investing money in this
sector without even analyzing the challenges and threats. Before entering a market, it is
mandatory to analyze the risk and same will be applicable for e-market. If we talk about
the limitation than we can say, in our country people have lack of digital knowledge
and also the infrastructure is not adequate. Further the purchasing power is very low in
our country (Rahman, 2015). With the help of e-commerce, it is possible to easily
introduce your business globally. It helps to broaden the target area not only in own
territory but also outside our territory. E-commerce open the gate for global market
where we will be able to export our goods to outside country. Further it enables firm to
source production which actually eliminates the intermediaries (Humphrey, Mansell,
Paré, & Schmitz, 2003).

An e-business is built with different types of components such as portals, Search

Engine Optimization, CRM, e-commerce sites etc. all of this must be united to build a
perfect e-business. Now why e-commerce? If people can easily earn money by just
having a big shop, then why to go for an e-commerce site? The reasons are:

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 It is cost effective that is no rent, no electricity bill etc.
Better buyer decision
Opportunities to enter global market like EBay and Amazon.
Convenience and easiness to buy what you want.
Grabbing new customers search engine
Easy tracking on Customer buying habit
Expand market for niche products

Company Analysis

The name of our business is FAB PAWS. In our e-business, we deal with pet
accessories, foods and accessories. Further we provide information based on pet health
and other pet related issues. In Appendix A you can see how we are not only proving
goods but also solutions to our customers. Maximum of our products will be imported
from China, Malaysia and Thailand. The reason we are importing goods is for ensuring
a good quality and to provide uniqueness which people will not get in Bangladesh. We
have huge collections of products which are rarely available in our country. FAB
PAWS will ship their products Nationwide and the head office will be located in
Dhaka. Our business offers 24/7 online service. People can order anytime from our
website. The delivery time will be set by the mutual convenience of both customer and
merchant. The prices that we have put for our products does not contain any hidden
charge like VAT or service charge. For the delivery, we have several options such as
Cash on Delivery, direct bank transfer and BKash. For delivery we will deliver the
goods to the door step of our customers. We will make it sure that we are delivering our
goods in the desired place of customer in given time. Other than that if a customer
wants a specific product which is not available in our website, they can show us the
picture of that product. And if it is possible than we will bring those products for them
in our next shipment.

Our Mission –

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 To provide our customers with a great selection of high quality.

Our Vision –

To be a top 05 Pet Food Business by 2022 in Bangladesh by continuing to produce

healthy, nutritious and real food for pet animals.

Our goal –
The main goal of our business is to maintain our dedication for providing our customers the
convenience of buying goods from anywhere at any time, increase the efficiency, upraise
superior level of customer service and enhance the level of excellence in Pet Industry.

Industry Analysis: Why FAB Paws?

Now the question arises that why we have chosen FAB PAWS? Why we decided to enter
this pet industry? We think that internet is like a magic box where you get solution for
maximum of your problems. Internet is making life easier than ever. And for diminishing
some common problems that people face in their regular life, we have decided to open an
online shop for pets.

Over internet we tried to find the number of people own pet in Bangladesh. But
unfortunately we have not found any data or graphs based on that. But if we take a look
around us, you will see that many people own different types of pet. Many people keep
watch dogs. And there are demands for pet accessories and foods in our country. For
buying any types of foods or accessories people need to visit Kataban or Tangi weekly
bazar which is very time consuming as well as create hassle for buyer.

The reasons for choosing this pet industry are:

1. Convenience: people from long distance need to travel to old Dhaka for buying
accessories and food. FAB PAWS will create a convenience so that people can
get whatever they want at their door step without any trouble.
2. Market Gap: when you will have a dog at your home, they need a house. When

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 you have cat at home they also need bed or small house. When you have rabbits,
they need cages. For pets, there are processed foods which they need to feed at
least thrice a month. But in our country, it is hard to find these type of products
but those who have pets, they need this thing. This thing crated a market gap
that are demands for this things but not available. So are trying to fill up this
market gap.
3. Uniqueness: the products that we are offering are unique and people always
look forward for unique products. Uncommon products attract customers very
easily.

Customer Analysis:

Pet industry is a niche market. Having a niche market is not a limitation but to reach
them is a big challenge. The ways that we will follow to target customers are:

1. The main target of our business will be those people who owns a pet. But it is
not like we will not try to reach other people. We will try to reach everyone
because, for example, I have pets but my friend does not have any pets. I don’t
know that is there any online shop for pet or not. But my friend saw an
advertisement about a pet shop name FAB PAWS. Now I am searching for
packaged food for my pet and I do not have any idea that where I can find it.
But as my friend saw that there is an online shop for pets, so she may refer that
website to her. Does not matter if a person has pets or not, we will try to create a
buzz and word of mouth among people so that we can reach our niche
customers. This is how we will try to target and reach our customers.
2. We will try to solve the problems of users first. We already discussed about the
very important segment of our business that is “Complete Care for Your Pet”.
This will help our customers to not only solve their problems but also force
them to think that we care about our customers and have a good knowledge in
this sector.

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 3. . We will also try this method for targeting our customers. But is only social
media advertising enough to get more traffic in website? We will use Pay Per
Click (PPC) for getting and targeting more customers to our website.
4. What my competitors are doing is a very important factor. As the market is
niche, so every business will fight to get maximum of customers.

5. Demographics: who needs our products? Who are the person that are willing to
buy our product?
 Age: 13-30
 Location: Nationwide
 Gender: Male and Female
 Income Level: Middle and upper middle class
 Occupation: Students and others
6. Psychographics: it depends on what type of thing people like, their attitude and
behaviors.
 It is based on a person’s interest and hobbies that whether they like to
have a pet or not.

Competitive Analysis:

Key Competitors:

Online stores:

 Cat lovers of Bangladesh

 Chaldal.com
 Pet Bangla
 Pet.com.bd

Offline stores:
 Shopno super shop- selling pet
foods
 Katabon

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Marketing Model:
Marketing model is a complete solution providing a framework of methods by which we
will promote our business. Channels that we will use for marketing is going to be
described below.

Volunteer Work 23%

Volunteer Work
Social Media 38% Building Credibility
Social Media

Building Credibility 39%

For the marketing of FAB PAWS, we will mainly follow these three strategies.

1. Volunteer Work: we will enroll ourselves in different types of non-profit pet

communities to fight for their right and to help them by donating money. This
will be a CSR activity of FAB PAWS.
2. Credibility: by writing articles about pets, we will post it in leading websites
like Prothom Alo, Daily Star which will help us to build credibility.
3. Social Media: Last but not least, we will promote our business in social media
my opening a fan page and organizing different types of contests such as “selfie
with your pet”.

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Advertising –

We will give advertise in our website in two methods:

1. Google AdSense: It is a simple method of advertising which do not need any

hassle or extra work. For this we just need to copy a code and paste it in our
website and it will automatically show relevant advertisement in our website.
For every click on advertise, we will earn a certain amount of money.

2. In-text advertising: In our “Complete Care for Your Pet” we will create
hyperlink of different website from where people can get more information
about a topic from another website. Before that we will create a proper
agreement and consent that we will advertise about their website and in
exchange of that they will pay us. In Appendix B we have shown that how our
In-text advertising will work. And when people will click on the hyperlinked
text, it will navigate them into a different page which is shown in Appendix C

Sales –

Our website deals with products. We sell our products to the customers. So the main
source of our revenue is the price that we get by selling those goods.

Affiliate –

In this segment, we will affiliate with the veterinary that we will advertise about their
clinic and service in our “Find Your Vet” section. For every patient that will get their
information from our website have to pay a certain commission to FAB PAWS.

E- Marketing mix –

For finding, winning, attracting and retaining customers, when a business makes a sum
of all activities and conduct it through internet is known as e-marketing mix. In our e-
marketing mix, we will be describing the 4p’s of marketing mix.

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 Product

E-
Place Marketing Price
Mix

Promotion

Product:

As in online purchasing, the tangibility disappears even if the product is tangible.

So for this we have to make sure that the buyer knows product features very well.
“Complete Care for your Pet” provides information to the uses for getting
knowledge about pet related issues such as pet health, habits etc.
Products are unique as most of our products will be from China, Thailand and
Malaysia which is rear in our country.
The products are different in comparing to our competitors is that FAB PAWS
have offers a wide range of products in comparing to offline competitors.
Price:

Pet accessories are not a daily necessary thing or it will not affect the customers if
they do not buy it. So the price of the accessories will be reasonable so that the
reasonable price attracts customers to buy those products frequently for their pets.
So these are rice sensitive products.
On the other hand, the foods that we are selling is packaged food. There is huge
substitute for pet foods like if they see that the packaged food costs very high
then they will divert to substitute products such as vegetables or normal foods
that human eat. So if the price is high, then people might prefer substitute goods.
The information service that we are providing to our customers is free of cost. It
means, people can only visit our website and have a look at information.

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 We offer discounts on our products.
Place:

People will be able to find us in Google and other search engine because we
have developed a strong SEO so that we appear in the very first position of first
age in search engine result. Other than Google, we have a Facebook page where
people will get information about us, our latest products and discounts.
We deliver our product Nationwide. And the delivery place will be the door step
of our customer.

Promotion:

Offline Strategies:
We will get involved in local pet community service such as Obhoyaronno -
Bangladesh Animal Welfare Foundation for pet rights and pet rescue.
We will become member of different local pet community.
Online Strategies:

The best way to promote a business is to promote it in front of Google. For this,
we will target some leading websites like Daily Star, Prothom Alo and publish
articles in their websites. And after that we will create a link by posting those
articles in our website. It will help us to build credibility. On the other hand, the
contents will be more in our website and people will easily find us over search
engines.
For social media, we will organize a contest name “Selfie with your pet” which
will help us to be popular in social media.

Operations Plan:

In this segment we will briefly specify that how we will accomplish our operations
plan/ business goal by some linked set of activities. Our business process will clarify
that how we are going to get our jobs done. Below there is a diagram which will show

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 the flow of our business process.

The above picture describes everything that how our business will work. The 1st half of
this process will be all done by the buyer. First of all the user will browse and select their
desire product and then adding it to the shopping card and filling up the order form will
inquire us that the buyer has placed an order. Now in this step, there are some additional
information that we will describe below:

When buyer will browse our product, they will get the proper identification of
the product such as price, name, code, how to use etc.
Terms and conditions, shipping process, payment process, warranty information
will be showcased to the buyer
The security and privacy policy will be visible to our customers when they will
be buying products. For example, how we are collecting information from them
and how it will be secured etc.

Buyer can choose between the payment options. We have three options
available. And before ordering buyer must specify by which method they want
to pay such as bank transfer, COD, BKash.

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 If buyer have any query during purchase, they can use the option “live chat” for
more immediate answer.
In the shopping cart, they can add, remove or update any products.

Now let us focus on the second part. In the second part, after receiving order, we will
create an invoice for customer and ship the products to their door step. In this case, the
things that we will put our attention on are:

We will make it sure that we are fulfilling the order of customers that is
delivering the right product in right place at right time.
A proper invoice will be maintained in case of any unwanted situation.
Proper gateway will be maintained by FAB PAWS.
We will always keep our inventory updated. For example, updating “out of stock”
immediately” to avoid dissatisfaction of customers.

Financial Plan:
Fund raising:

To start a business, we need a lot of money. Our own bootstrap cannot help in building a
business alone. We need to create fund from other sources. So the main source of
funding for FAB PAWS are:

1. Friends and Family:

The reason for funding from family is because it is easy to make them listen to
us. If we try to fund from capitalist or other investors, it might be hard to reach
them as there are so many businesses knocking them for funding. So the family
and friends is the best option for funding in the very first step.
2. Owner’s Equity:
We are three initiator starting this business. So one of our funding will be from
our own equity. The savings that we have will be jointly invested in this
business for making it a successful one.
3. SME Loan:
SME loan is perfect for small startup business. In SME loan the interest rate is
comparatively low.

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Cost:

For starting a business, we need to bear some costs for making our first sale. The reason
people nowadays prefer opening an online shop is because it is cost effective and need
less human resources. But it does not mean that it is free of cost. There is some cost
which we need to take in consideration. Those are listed below:

 Inventories
 Logistics
 Marketing
 Business Tax
 Salaries and other payments.

For FAB PAWS we have framed a chart of which will showcase all the expenses that
will occur for starting our online business.

Annual Recurring Costs

Services/Products Total Cost (BDT)

Domain (for 5 year) 7,500/=

SSL Certificate (for 1 year) 45,500/=

Web Hosting (for 5 year) 3,000/=

Total (Per year) 56,000/=

Monthly Recurring Cost

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 Services/Products Total Cost (BDT)
Inventory (Rent) 10,000/=
Shipping Cost 50,000/= (Cost will vary)
Employee salaries/web analytics Cost will vary in proportion to number of
employees
SEO N/A

One Time Cost

Product/Service Total Cost (BDT)

Website Designer (varies based on complexity) 23,000/=

Marketing & Advertising (for initial stage) Would vary upon channels/methods

These are the cost we will make in the starting of our business and throughout the year.
Prices will change and vary according to methods, channels and amounts. Development
is a continuous process which we have to keep in mind. For that development,
maintenance is something that needs more emphasis. And the cost of that maintenance
will be under consideration as well.

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 Future Plan

For making our online business more prominent, we have taken some very important
steps which will help us to reach our zenith.

Domain & Brand Protection:

To secure our brand name and to avoid conflict and confusion, we decided to purchase
domain that is the name FAB PAWS for our business so that this name do not lay eggs.
For domain registration, we will buy it from Webtechsoft. It will cost us, 7,500 for 5
years. The main reason for purchasing domain are:

It helps to improve the credibility and visibility. When we have a register

domain name, Google or other search engine give importance. If a domain is not
registered, Google do not give that much importance to those websites. Now if
we have a registered domain name, Google will see it and help to build
credibility and also gives importance to our SEO.
If we want to expand our business in outside country, then it will also help us to
expand our business in outside country.
Domain helps to create a brand value and provide brand protection as well.
Search result ranking depends on the domain name. So a good and unique
domain name will always help to get the very first place.

Brand Protection:

The main reason behind registering the domain is to protect the brand. I took the initiative of
opening FAB PAWS but watching me, some other people opened the same business with same
name. For example, if didn’t register their brand name then there will be thousands of business
name as Aarong. Same example goes for eBay, Amazon. Further it creates a brand faith. When
other business will see that I am doing well in my business, they will try to takeover that credit
by copying names. To secure our credibility, faith and value we will make sure to go through
every step for protecting our brand. And we will start it by registering our website.

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Conclusion

As our online shop is falling under a niche market, it is sometimes hard to reach those
customers. But previously we have discussed that e-commerce is a platform for
connecting things. People can easily search for the products they need. And in case of
our business, it will help to broaden our target area. Later in this paper, we will broadly
discuss about our e-commerce site.

While we were designing our website and developing the business, we faced some
limitations which we learnt to overcome gradually like not everybody owns a pet so we
have to select target customers and learn how to reach them whether by our
promotional Facebook page or using the power of word of mouth with our quality
products and ability to serve customers. We also did market analysis and compare our
website with our competitors also using various social media sites like Skype,
Facebook, Whatsapp etc. We opened our business for convenience and also if the
things run as smoothly as we hoped we are hopeful to get promising amount of profits
after 2 to 3 years once we are successfully able to raise our revenue.

Digital marketing or doing business online in Bangladesh has already started to show
the growth, though the growth is gradually increasing but there will be soon bloom in
this area. So the people who are optimistic or who have vision for how to run the
business and prepare it for future should put more concentration on successfully
developing websites and running businesses.

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