Expect The Unexpected: (Type Text)

[Type text]
COOL
SAFE
STYLISH
DIFFERENT
Expect the Unexpected
www.bfort.net.pk
Executive Summary
Trestle Creek Cabinets will be formed as a cabinet company specializing in custom cabinets for the high-
end residential, resort, and commercial market. Its founders have extensive experience in the
construction and cabinet industry. Trestle Creek Cabinets will operate under the umbrella of Trestle
Creek, Inc., a construction company sharing staff, office space, and administration costs. However, for
the purpose of business planning, we are treating Trestle Creek Cabinets as a separate company.
Over some years of being involved with the construction of luxury homes, the company owners have
seen a need for a cabinet line with a broad selection of design choices, high-end finishes, along with top
of the line organization, customer service, and quality. Trestle Creek Cabinets will meet those customers
needs. Building a strong market position in the high-end residential, resort, and commercial
development segments, the company projects revenues to grow substantially between FY1 and FY3. By
maintaining an average gross margin of over 25%, the company estimates handsome net profits by FY3.
The company owners have provided the capital to cover the start-up expenses. The company currently
seeks a 3-year commercial loan to cover the operating expenses.
1.1 Objectives
The company objectives are:
 To be a top cabinet supplier to luxury homes in the regional market.

 Revenues to more than double Year1 levels by the end of Year2.
 Aim to have 70% of sales in high-end residential customer segment.
 20% of sales in mid-range residential customer segment.
 10% of sales in commercial development segment.
 To have a showroom within 3 months in a prominent retail space.
1.2 Mission
To deliver a high-quality product, on time and within budget while also providing a fast, error free
ordering system.
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ACKNOWLEDGMENT
All the appreciation and gratitude is for the Almighty Allah who is the
most merciful and beneficial. He is the only one who bestowed us
knowledge and wisdom and made us capable of doing the challenging
tasks. We thank the Almighty for all those capabilities that He granted
us to complete this project.
We would like to thank our parents and family members as well because
they provided us the financial and moral support in doing this project.
And last of all whatever we have done, it is just because of the
coordination and cooperation of all the group members. They worked
hard researched through different sources, visited many places and
interviewed the general public to get their views.
THE OPPORTUNITY:
Youth always want something exciting and

adventurous. As the level of education is rising our
youth is becoming more conscious to safety measures.
As in the large cities like Lahore people have the craze
of brands, fashion and trendy things .with an increase in the number of
bike riders, there is also an increase in the number of accidents.
Unfortunately there are no proper safety measures for the bikers. Many
casualties occur due to non wearing of safety costumes .Youth wants
speed and thrill .and there trend towards adventures activities is
increasing with the passage of time .There is opportunity to provides
safety to the crazy bike riders By providing them a complete safety kit
which can save them from severe injuries.
 Solution of a Problem
, current CEO of BFort, recognized this problem and a solution for
providing complete safety accessories under one roof. For this he
contacted his different university fellows, who got quite a good
experience in their related professional fields. They all get together and
develop a business plan for launching a new brand named BFort with a
unique product line.
The Description Of The Business:
To fill the opportunity gap we are coming with the brand B.FORT .for providing
people safety and save their lives by providing them complete leather made safety
accessories under one roof.
Competitive Advantage :
Competitive edge of BFORT is the first mover advantage. We first
analyzed the particular industry and introducing complete riding
accessories (head to nail), we will provide maximum advantages to
our customer by providing them the product according to their own
needs and style, and trend. We are providing complete safety
accessories under one roof. Once the customer walks in the outlet
he will be out with complete safety accessories.
Target Market
We target the market according to the age, gender and social

status. We provide the value product in a market according to the
“customer needs or style” our intended target market is the
YOUTH of Lahore.
Management Team
Customer satisfaction is of prime importance to us. This could
only be achieved through providing high quality Products to
customer. We have experienced and qualified management team
that will help BFort to provide quality Products and to perform
all the operation of the business in a formal way.
 Ms. Saima akhtar : HR manager
Brief Summary of Financial Projections
BFort is a new business so it does not have any past financial
data. Thus BFort has used the analysis and results of its survey
in concept and usability testing, along with the past financial
data of its direct competitor, to estimate the projected sales,
income statements, balance sheets and cash flow statements for
next three years. BFort will open its first outlet at Lahore. BFort has seven active
partners, who are fulfilling the whole capital requirements for BFort to meet its
startup cost. The outlet is in loss in first year and after that in next two years it
start generating profits.
BFort after analyzing every risk and exit ways of the

business have devised an exit strategy in the case if the
business plan does not work or either goes to
investors. We have also made certain clauses to
recover the cost which would have been incurred on the project. The exit strategies
of BFort are as follow:
Contents Page
The Business
The opportunity 8
The description of the business 9
Competitive advantage 10
Target market 12
Management Team
Management team 13
Board of directors 15
Board of advisors 15
Key professional service provider 16
Company structure, Intellectual Property and ownership
Organizational structure 17
Legal structure 18
Intellectual property 19
Industry Analysis
Industry analysis 20
Industry description 20
Porter’s model 23
Competitive grid 25
Completive analysis grid for activation 26
Macro environment 26
Size of business 27
Industry life cycle 30
Company Analysis
Swot analysis 31
S.w.o.t portfolio framework 32
S.w.o.t (tows) matrix 33
Target market 35
Segmentation 36
Competitive position within target market 37
Marketing plan 38
Sales forecasting procedures 38
Marketing objectives 40
Marketing mix 42
Product planning: 42
Product life cycle 44
Position in the Boston consulting group matrix 45
Revised BCG matrix 46
Pricing strategies 49
BFort product line 50
Promotion 51
Channels of advertisement 53
Operational plan 56
Availability of qualified management team 57
Business partnerships 58
Corporate social responsibility 62
Financial analysis 63
Start up- cost 63
First year plan 64
Second year plan 66
Third year plan 68
Financial and Ratio analysis 69
Critical risk factors 71
THE OPPORTUNITY:
Youth always want something exciting and adventurous. As the level of
education is rising our youth is becoming more conscious to safety
measures. As in the large cities like Lahore people have the craze of
brands, fashion and trendy things .with an increase in the number of
bike riders, There is also an increase in the number of accidents..
Unfortunately there are no proper safety measures for the bikers. Many
casualties occur due to non wearing of safety costumes .Youth wants
speed and thrill .and there trend towards adventures activities is
increasing with the passage of time .There is opportunity to provides
safety to the crazy bike riders By providing them a complete safety kit
which can save them from severe injuries.
OPPORTUNITY RECOGNITION:
incubation evaluation
STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
preparation insight ELABORATION
 Preparation:
In 2008 cousin was met with a severe accident while playing a race on his
heavy bike and broke much worried due to this incident and start thinking
about something that may provide safety.
 Incubationthought why not to provide safety accessories to reduce injuries.
 Insight: This section belongs to the CEO’s recognition of opportunity that

there is no such brand currently working in this particular field.
 Evaluation: Our CEO met with different professionals to evaluate the

validity of this idea and conduct a survey from people and that his idea has
the worth.
 Elaboration: After confirming the validity of the idea he met for the final
projection and paper work.
The Description Of The Business:

To fill the opportunity gap we are coming with the brand B.FORT .for providing
people safety and save their lives by providing them complete leather made safety
accessories under one roof.
Company History and Background:

is the main person behind this new venture, and also the CEO of the BFORT LTD.
He is doing MBA in Marketing from UNIVERSITY OF CENTRAL PUNJAB.
There he comes up with an idea of developing a business that provides such safety
costumes to those people who are crazy about bikes. So he discussed his idea with
all of his friends, and the idea was very attractive and caught the attention. Some
of his friends show the interest in this business and want to become the partner of
this viable business.
Company Mission And Objectives :
Mission statement:
“BFort providing the extension to the safer ride to the youth by
maximizing the stakeholder profit.”
Vision statement:
“Ensure Safety To Reduce Casualties.”
Objectives:
OUR OBJECTIVES ARE
o To market development after regular intervals

o To attract and maintain Customer
o To eliminate the injury factor and provide safer ride to the
youth.
o To become market leader in next 5 years.
o To increase our market share by 15% annually.
Competitive Advantage :
Competitive edge of BFORT is the first mover advantage. We first analyzed the
particular industry and introducing complete riding accessories (head to nail), we
will provide maximum advantages to our customer by providing them the product
according to their own needs and style, and trend. We are providing complete
safety accessories under one roof. Once the customer walks in the outlet he will be
out with complete safety accessories.
Business Model
Demand Forecast
This is done by considering demands of customers. Our
target customers relates to:
*Elite class
* stuners
* racers,bike riders
Raw Material
we buy a raw material from suppliers like
fabric,leather,zippers,threads etc
Production
we put the raw material into process and convert it into
finished product
Distribution
we have no intermediaries and disribute the final
product to our outlet .
Sales To Customers
selling product to customer throurgh outlet and
collecting feedback from customers.
DESCRIPTION OF THE BUSINESS MODEL
First of all we will forecast the demand .so we find that it is an attractive market
in a sense that we have a huge market here to capture the crazy bike riders in
Lahore we purchased the raw material (fabrics leather clothes)then this raw
material used in production process to making the costume for safety , finally
pack those products ,distribute to outlet and then deliver to customers and After
offering product we will get feedback from our customers and make necessary
improvements according to the requirements of our customers. that feedback also
help us in forecasting future demand
Target Market
We target the market according to the age, gender. we provide the value product
in a market according to the “customer needs or style” our intended target market
is the YOUTH of Lahore.
Sustainable competitive advantage
Sustainable competitive advantage is made by the combination of two elements

that includes,
 Core competency: we have the first mover advantage because there is

no such brand operating in Pakistan in that particular field. We are
providing a complete safety kit for bikers that are not being offered by any
other firm. And another advantage of our product is that it looks stylish,
trendy and has unique designs.
 Strategic Asset: Our strong management team, location of our outlet ,

our brand, our innovative designs and unique and simple business model
creates a competitive edge for our business.xtreme performance kit for your
Honda Extreme performance kit for your Honda High In
Management Team
Customer satisfaction is of prime importance to us. This could only be achieved
through providing high quality Products to customer. We have experienced and
qualified management team that will help BFort to provide quality Products and to
perform all the operation of the business in a formal way
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Our management team will constitute of the following personals and

their qualification and experience in related field is described below.
Chief executive officer
Qualification: MBA in marketing from university of central Punjab
Experience: worked as inventory manager in a D’ DAMAS
Marketing manager
Qualification: MBA in marketing from UCP
Experience: 1 years’ experience in different Production/service based
organizations as a marketing manager.
Finance manager
Qualification: MBA in finance from UCP
Experience: 1 years’ experience as a finance manager
 Ms. Saima akhtar

HR manager
Qualification: MBA in HR from UCP.
Experience: 1year experience in nestle as HR manager
Operation manager
Experience: 1 year work experience as a finance manager Multinational
Company.
Brand manager
Experience: 1 year work experience in cross road
Outlet manager
Qualification: MBA in fashion designing from NCA.

Experience: 1 year work experience at DHA.
Company Structure, Intellectual Property And Ownership
Board Of Directors:
a
S
tim
A
k h
r
Bo Board Of Advisors:
Mr.Saai
d
Mr. Bilal
Mr.Ishaq
ADVISORY
BOARD
Mr.
Mr.Asif
Anjum
BFort Board of advisors includes the following personals:
 Mr. Saaid chairman of SBA brothers ‘exporter of heavy bike costumes’
 Mr. bilal exporter of diesel brand
 Mr. Anjum exporter of leather made products
 Mr. asif sales manager city bank, Melbourne Australia
 Mr. Ishaq sports product exporter in UK
Key Professional Service Providers
 Law Firm:
Furqan mushtaq law associate:
Furqan mushtaq is currently working with “mushtaq ahmed law associates” of

Pakistan as their legal advisor will , he is a corporate lawyer and he is the cousin
of Mr. Waqar, he handle our legal issues like, property and estate, assets, finance
and securities etc. so he providing his service free of cost to BFort.
He is also handling the foreign affair consultancy issues.
Furqan mushtaq
0333-4280636
8-A turner, near high court masjid road Lahore
 Accounting and Business Consultancy Firm

BFort used its board of advisors as consultant to reduce its cost as it is new start-
up firm .Our consultants help us in the formation of the firm.
ORGANIZATIONAL STRUCTURE:
Finance
Department
Human
Resource Operation Marketingdep
BrandOutlet
Deptt(saima Departt(mr. artment
Akhtar)
Production Procurement
Department Department
Manufacturi designing
ng department
Depatment
Legal Structure
LEGAL FORM OF OWNERSHIP
BFort LTD is a partnership business. It is registered under the Partnership Act
1932.
Ownership Status
BFort LTD is a startup business and currently only one kind of partners in it.
 Active partners
Active Partners
Waqar ahmed ,Urooj Zulfiqar ,Safdar Rasool, Rabia Munir,Saima
Akhtar,Ehtisham,Rafaqat are the active members which are the finance provider
and participating in the business by making intense efforts to make it successful
and profitable.
Owners Liability
The liability of the owner will be unlimited.
Continuity of the Business
All the issues that will create a question on continuity of the business will be
solved by the terms and conditions mentioned in the partnership agreement and as
per the partnership act 1932.
Profit and loss of the business will be distributed among the partners on the basis
of their ratio of capital investment in the business.
The business will not dissolve if any of the partners dies or becomes insane.
Intellectual Property
BFort Pvt Ltd.
E-86 super town main Boulevard
Defence road Lahore Cantt
Name and symbol is trademarked
Alert today alive tomorrow Slogan is trademarked
Description: As the name Fort is a symbol of safety. So BFort is a business that

is meant for providing safety. The strips show a shield around the biker that makes
him more secure from injuries.
Logo size: original file (PSD)
Image size: 9.01Mb, Width: 7 inches, Height: 5 inches
Resolution: 300 dpi
Mood colour: RGB
Letterhead size: Width: 2 inches, Height: 1.5 inches
Characters: our logo consist of 5 characters
Strips: there are total 12 strips used in the logo. Out of which 6 strips are large
and 6 are small. Two strips are thin, four are thick and the rest strips are of
normal size
Colures: four colures have been used in the logo. They are white, red, black and
grey letter B is of red colour .strips and the name Fort is having white colour
while the bike used is of grey colour. The background colour is black.
Character writing style and font size: character writing style is Georgia and the
font size is 20.
Industry Analysis
We analyzed the possible number of competitors in the market, industry
trends, industry size, industry attractiveness, threats and opportunities
and identified problems that this business can face.
Industry Trend
Industry trends is one of the first and most important steps in
conducting industry analysis. This industry is helpful in analyzing and
identifying the threats and profits in the industry. In Pakistan there is no
specific brand who is offering complete safety accessories for riders
under one roof. We can study these trends from different data’s that are
available in different sources, these sources are as follow:
 Pakistan chamber of commerce
 Sialkot chamber of commerce
 Pakistan export bureau
 Union of exporters.
Organizational Environment
In organizational environment we have:
 External environment
External environment of any company includes the following two
factors:
1- INDUSTRY ENVIRONMENT
2- MACRO ENVIRONMENT
Industry Environment
In industrial environment following factors can greatly influence the
BFort:
 Threat of new entrants
 Bargaining power of buyers
 Bargaining power of suppliers
 Rivalry among competitors
 Substitutability
Threat Of New Entrants: (High)
Threat of new entrants is high in those industries where the profit

margins are high. Profit margins in the safety providing industry are
high and setup cost is low so the threat of new entrants is high.
Bargaining Power Of Buyer (LOW)
Bargaining power of the buyer is low because there are no substitutes
available in the market for our product as there are no direct
competitors in the market (Lahore).
Bargaining power of supplier: (High)
Bargaining power of the suppliers is high because there are number of

manufacturers who need leather as their raw material. Supply side of
leather is still unable to incorporate industry demand which leads to
high bargaining power of supplier
Rivalry among competitors: (low)

Competition is high in those industries where the number of competitors
is high. But in our industry the number of competitors is small and the
competition is also low. There is no direct competitor.
Substitute: (Moderate)
Indirect Substitutes for our products are available in the markets which
fulfill the basic need of them but our products provide the complete
safety and satisfaction to our customers.
PORTER’S MODEL
Macro
Environment
Economic force
Political Legal (medium)
Forces (High)
Industry Environment
Bargaining Power of Buyers (low)

Threat of New Entrants (high)
Rivalry among the Competitors (low) Bargaining Power of Suppliers (high)
( Low)
( High)
Threat of Substitute Products (Moderate)
P OSITION AS PER THE PORTER

Social Forces
(high) STRATEGIC MODEL
GENERIC
Technological
Forces (high)
Before assigning a position to our brand in the porter generic strategy

model we should go through following attributes of our product:
 The competitive scope of our brand is very narrowly defined
because we are a small business concern at the moment.
 We will carry on our business operations in a highly in
competitive and newly discovered niche.
After discussing the above points we can now say that our strategy
will be the differentiation focus strategy as per PGSM.
COMPETITIVE GRID
COMPETITIVE FORCES THREAT TO INDUSTRY PROFITABILITY
LOW MEDIUM HIGH
THREATS OF NEW 
ENTRANTS
BARGAINING POWER OF 
BUYER
BARGAINIG POWER OF 
SUPPLIER
RIVILARY AMONG 
COMPETITORS
THREATS OF SUBSTITUES 
COMPETIVE ANALYSIS GRID FOR
ACTIVISION
Name BFort Leather field First American Lofty sports
Product 2 2 3 1
Features
Brand Name 3 3 2 3
Recognition
Compatibility 2 1 3 0
Of Products
With Popular
Platform
Access To 3 3 1 2
Distribution
Channels
Quality Of 4 2 3 3
Products
Ease Of Use 3 1 0 2
Price 2 0 1 3
Marketing 2 3 2 2
Support
Quality Of 2 2 1 3
Customer
Service
Total points 23 17 16 18
MACRO ENVIRONMENT
Macro environment of BFort includes the following factors:
Political forces: (High)

Legal & political forces are much important for each & every industry.
Political legal situation in country affects the businesses a lot. Law and
order and political stability are necessary for every business to operate
but in Pakistan unfortunately situation is not good in this regard.
Political instability may also affect our business.
Economic forces: (Moderate)
Buying behavior of the people is most influenced by the economic forces

prevailing in the country because it affects consumer’s level of
disposable income. When incomes are high, people are most likely to
spend on buying products or services that enhance their lives. Buying
power of the people and willingness to buy matters allot to a business.
Although the economic situation is also not satisfactory like the prices of
the products are rising day by day.
Social forces: (High)
Social forces of any country show how the values, needs and culture of
that country’s people can affect the organization. BFort is fulfilling the
social needs of the people by providing Safety product and save their
lives.
Technological forces: (High)
There is tremendous improvement in the technology these days. Use of

electronic equipment and I.T products has been increased. These
technological trends are creating an intense pressure on the new
ventures. So we can say that technological forces will influence BFort Limited
to operate in the market. Through our website we will be connected to our
suppliers.
Industry Size
Size of the industry can be described with the number of competitors in
the market and with the number of customers of that particular industry.
Safety product industry is very wide and has a vast scope. There is no
such specialized company that is providing safety costumes but there
are other competitors who are providing leather wear.
Industry Attractiveness
BFort is entering into leather industry. Leather industry is a growing
industry, which reflects high return on investment. There are high
profits in this industry .If BFort uses the appropriate strategies to
capture the market share. Leather Industry is quite a huge industry,
which contains a large number of competitors that has created an
intense competition among the rivals, for their survival. But along with
this leather industry contains a large number of customers that creates
an opportunity for a start up to attract more customers in order to
generate high profits.
Profit Potential
Profit potential in this industry is high. BFort is focusing on providing
their customer the products different from their competitors to gain
customer attraction which in turn would generate high profits.
Industry Life Cycle
In industry life cycle leather industry is at the maturity stage. There are
high profits in this industry, but there is still need to maintain it at
maturity stage and there is also need to create more awareness among
the public to appreciate this industry.
Growth stage
Maturity stage leather industry
Decline stage
Beginning stage
SWOT ANALYSIS
Strengths
 First mover advantage

 Unique product design
 Continuous innovation and product development
 Qualified and experienced management team
 A complete safety kit
Weakness
 Lack of capital
 Lack of awareness among the target market
 Limited budget for marketing
Opportunities
 Growing Industry (locally/domestically/internationally)

 Attractive business
 Good profits
 Related product diversification
Threats
 Threat of new entrant

 Threat of substitute product
 Political regulatory changes
S.W.O.T PORTFOLIO FRAMEWORK
Competitive status of the Corporation Business Units
1. Turnaround
S
STRONG AVERAGE WEEK
2. Divestment COMPARTMENT-A COMPARTMENT-D COMPARTMENT-G
T
1. Internal Growth 1. Mergers 1. Turnaround
A 2. Vertical
Integration 2. vertical 2. Divestment
T of related Integration
Abundant Business
U 3. Mergers 3. Strategic Alliance
4. Horizontal
Opportunities
S Integration
COMPARTMENT-B COMPARTMENT-E COMPARTMENT-H
E 1. Vertical 1. Stability
Moderate
O Integration
N of related 2. Mergers
Opportunities/
F Business
V 2. Horizontal 3. Horizontal
related Integration
I
Diversification
E R 4. Strategic Alliance
5. Divestment
X O Critical
T N Threats COMPARTMENT-C COMPARTMENT-F COMPARTMENT-I
E M 1. Horizontal 1. Divestment
related 1. Liquidation
R E Diversification 2. Horizontal
2.Conglomerate related
N N 3. Vertical Diversification
Integration of
A T Business 3. Horizontal
4. Divestment Unrelated
L Diversification
4. Stability
S.W.O.T (TOWS) MATRIX
Internal STRENGTH WEAKNESS
Facts
 Lack of
 First mover awareness
advantage among the
 Unique product public
design  Lack of
 Continuous capital
innovation and
External Facts product  Limited budget
development for
advertisement
 Qualified and
experienced
management
team
 A complete
safety kit
OPPORTUNITIES S.T STARTEGIES W.O STRATEGIES
 Growing Industry  Low cost  Solid awareness

(locally/domestically/internationally structure  Campaign.
)  Penetration  To get maximum
 Attractive business pricing market share by
 qualities operation
 Good profits Specific product
 Related product diversification line
 Healthy
traditional
environment
THREATS S.T STRATEGIES W. T. STRATEGIES
 Threat of new entrant  Specialized in  Solid awareness

 Threat of substitute product field campaign
 Political regulatory changes  Low cost  Cost based strategy
structure
 Healthy
traditional
environment
TARGET MARKET
Target Market Customer Volume
Our target market volume is almost every bike lover but initially we are
targeting the first 35000 youth of Lahore. We have estimated a number
of 35000 people living in different localities of Lahore, who have
potential to visit and buy BFort’s products. This figure has been found
out after a detailed segmentation, multi segmentation and then it has
been adjusted.
Target Segment
Our target segment is all the youth of Lahore, who are bike lovers,
which includes elite, upper class, upper middle. BFort segmented its
target market by creeping commitment.
Geaographic segment
Demographic segment
Gender base
Age base
Social base
Steps are as follow:

 Geographical Segmentation: BFort is a start up business;
therefore it has geographically segmented its target market. This
geographical region is LAHORE, city of energetic youth.
 Demographic Segmentation: BFort is also targeting its
market demographically by concentrating its focus on Elite class,
upper class, and upper middle class.
 Gender base: In gender base demographic segmentation BFort is
targeting the male Gender.
 Age base: In age base demographic segmentation BFort is
targeting the youth of Lahore.
 Social status: In social status base demographic segmentation
BFort is targeting Elite class, upper class, and upper middle class.
Target Market
According to above segmentation we are able to target our market,
which belongs to the youth of Lahore. And this target market includes
all the areas of Lahore. BFort not only provides the products but also
added the value according to the trend. BFort provides all accessories
under one roof
COMPETITIVE POSITION WITHIN TARGET MARKET
Competitor Analysis
BFort has few indirect competitors:
Indirect competitors
Very few indirect competitors of BFort include some small sports shops.
In these shops, some few products of safety measures are available. This
includes all the people, who are selling their products which they have
either one or two of the same product that are available at BFort or
some other product. In Sialkot which is popular for sports products.
There are so many exporters who are manufacturing the little portion of
safety measures.
But BFort provides complete safety accessories under one roof where
people get all the stuff according to their requirements, demand, design
and trend.
MARKETING PLAN
MARKETING DEPARTMENT: We will create awareness about our
products BFort through the use of different mediums. In this campaign
we are focusing on our products, reasons that why we are launching this
business, how we are different from others and how BFort will use
standard quality in its products. We use billboards, print media, internet
sports magazine and youth channels like Aag TV, MTV to make people
aware about BFort.
Sales Forecasting Procedures
Different sales forecasting procedures will be adopted by BFort

depending upon the type of the available data for the forecasting.
The methods can be any of these:
 Consumer survey
 Sales force survey
 Chain ratio method
 Detailed statistical analysis
 Being a start up firm BFort does not have any past data, so it has
used its consumer survey in 1st forecasting.
MARKETING DEPARTMENT’S ORGANIZATIONAL
STRUCTURE
The department of marketing in BFort will be formed after taking into

account the need of marketing efforts that are required for BFort.
Key positions in marketing structure of BFort are as following:
 Manager (marketing)
 Manager (product planning)
 Manager (marketing research)
 Manager (sales & promotion)
 Manager (brand)
MKTG
MANAGER
MARKETING
BRAND PROMOTION OUTLET
RESEARCH
MANAGER MANAGER MANAGER
MANAGER
PHYSICAL SALES
DISTRIBUTIO FORECAST
N MANAGER MANAGER
MARKETING OBJECTIVES
As far as the marketing objectives are concerned we have to

differentiate the overall goals from the specific marketing goals. The
description of these goals is as below.
Over All Marketing Goals For First Five Years
 The overall marketing goals targeted by BFort cover a wide range

of the potential aspects that are necessary for a new business
concern to flourish. This includes the following:
 BFort will make its products valuable to its customers through
marketing campaign.
 To counter the campaigns run by the competitors whether direct or
indirect in order to protect and promote our brand image.
 To locate and target the substantial business opportunities in the
market for the organization.
Specific Goals For The First Year

The specific goals in terms of marketing are listed as below;
 Increase our product line
 Increase the capital
 To market development after regular intervals
 To attract and maintain Customer
 To eliminate the injury factor and provide safer ride to the youth.
 To become market leader in next 5 years.
 To increase our market share by 15% annually
Estimated Sales Target
We have subdivided the sales target of the first year after keeping in
view the adoption diffusion process of demand generation.
The sales figures for the relevant demand portions are listed here as
below:
Portion title %age Size Time required
(years)
Innovators 2.5 875 01
Early adopters 13.5 4725 02
Early majority 34 11900 04
Late majority 34 11900 04
Laggards 16 5600 03
TOTAL 100 35000 14
ESTIMATED MARKET SHARE:

Out of the whole industry of Lahore we are willing to capture the market
share in the following pattern with the help of our quality products and
strong marketing campaign.
 Innovators (2.5%) in the first 12 months
 Early adopters (13.5%) up to the 24th month
 Early majority (34%) up to the end of the four year.
 Late majority (34%) up to the end of 4 years.
 Laggards (16%) up to the end of 3 years.
Marketing Mix
PRODUCT PRICE PLACE PROMOTION
Product Planning:
In product planning we will be focusing on product portfolio

management Total Quality Management (TQM) and also the strategic
decision making of our product. BFort’s product line contains that
leather item that makes riders safe to injuries. This product line is
different from its direct and indirect competitors to a great extent. A
company can provide the customer satisfaction on the basis of different
aspects like Quality, Benefits, cool stuff and so on. Thus according to
BFort, quality is;
“When our customers walks again in the outlet having full

satisfaction in their mind for BFort’s quality”
The main factors included in product strategy session are:
 Total Quality Management

BFort will use the approach known as Total Quality Management
(TQM), in order to further increase the quality of its products. In
this approach the whole human resource of BFort will be involved
to in the quality process.
 ISO Certification
BFort is certified from ISO, for providing the good quality which
make its leather item more reliable for its customers.
 Product Development
It’s a key issue in the life of every organization to absorb immense
competitive pressure. BFort is introducing those products that are
providing complete safety to our customer by adding a value
(quality) in them in an already existing market. Therefore BFort is
following the product development.
 The Innovation Strategies

Innovation strategies being used at BFort are either offensive
strategies or opportunist or the combination of both, depends upon
the market and strategy risk. Development of BFort is an
indication of our offensive strategy.
 Features and Benefits

The products that are offered by BFort are for youth to save them
from injuries. The brand B.FORT is for providing people safety
and to save their lives by providing them complete leather made
safety accessories under one roof giving the benefit to our
customers of getting satisfaction while riding and enjoying thrill.
We provide the value product in the market according to the
“customer needs or style”
 Success Rate Of Product
Following measures will be taken before and after launching
BFort:
 More pre development work (the home work) will be done

before the launch of BFort into the market.
 A well conceived and properly executed launch will be made
possible to make it a success.
 It will be made possible that all the resources must be in place
in order to fully operate.
Product Life Cycle

In product life cycle BFort is on the introductory stage, where it has low
or almost no profits but on the basis of its strategies it will soon recover
the breakeven point.
P OSITION IN THE BOSTON CONSULTING

GROUP MATRIX
BEGNINNING
BFort DECLINE
GROWTH
The position of our product in the BCG matrix can be identified on the
basis of following facts regarding our product:
 Industry growth rate is very high
 low market share is there for the product
 the product has strong differential advantage
 Huge marketing efforts are required to make the product a star.
 After considering all the above mentioned facts we can say that
our product will be a QUESTION MARK (?).
REVISED BCG MATRIX
BFort’s Image As Brand
The image of BFort as a brand will be shaped as a value added and
different from the products that are already available in the market. For
this, the marketing efforts will be done to take a special and different
position among the targeted customers.
Branding Strategy
BFort will be promoting as an entirely different and new brand in the
market with its unique and distinctive attributes. It is a brand of
different shades (attributes) for different demand clusters present in the
market.
Product Category
BFort can be categorized as a new brand with different leather items
among the youth of Lahore. This needs intensified marketing efforts.
Brand Positioning
BFort will position its brand among customers on the following basis:
Desirable Benefits
Youth is becoming more inclined towards aggressive sports like racing,
stunts etc but unfortunately there is no proper safety measures for the
riders. BFort is introducing a product line that can save them from
injuries. So the riders can fulfill their desire of high speed and
adventurous riding by wearing our safety costumes.
Beliefs and Value

Sports activities are use full for youth to energize them more towards
productive work. Youth of this mantra is more towards racing and
riding. But in Pakistan our youth wants these facilities and have wished
to do so. But no safety measures are available due to which many of
them are not able to fulfill their wish and those who are aggressive
enough are facing injuries and causalities which often resultant to
death. B-Fort is introducing full range of safety costumes to make our
youth able to enjoy their beloved games.
 Brand Development Strategy
In brand development strategy BFort will be focusing on promoting the

products in the leather items. Which provide complete leather made
accessories to the riders to save them from injuries Thus for brand
development strategy BFort will be focusing on Line Extension.
 Usability Testing
BFort has conducted a usability testing in which a sample of people was
offered different products to use. All of they found BFort’s product as of
good quality and comfortable, after which we have conducted a concept
testing, which is described on the next page.
 Concept Testing
In concept testing we have conducted a questionnaire survey which was
filled by a sample that is very fond of riding. In that questionnaire we
asked them different questions related to our project.
“This questionnaire helps them to understand the concept behind

launching the BFort. And after analyzing the idea we have found that
people are ready or love to have such brand.”
PRICING STRATEGIES
BFort is a new business, so it cannot offer very high prices for its
products.
Pricing Objectives:
BFort wants to have high growth rate hence we have to set that price for
our product which gives us maximum possible profits in the initial stage
of our organization. In pricing, BFort is focusing in the following
strategies:
Skimming prices Strategy:
For the pricing of products BFort is following the cost based strategy, in
which BFort has decided to take 100%-150% markup on cost price of
each product, in order to cover up the cost and to reach near the
breakeven point.
PRICING STRUCTURE
Products Cost Markup Selling price
(100-150)%
Simple Leather Suit 4500 5850 9900
Motorcycle Jackets 2200 2860 5060
Chest Protectors, 1300 1950 3250
Shoulder/Armors 1100 1320 2420
Pad,
Knee Sliders 500 650 1150
Knee Protectors, 900 1170 2070
Corduroy Suits 4000 6000 10000
Helmets 500 500 1000
Elbow Protectors 1000 1300 2300
Equipments Bag 1500 1650 3150
Boots 2000 3000 5000
Goggles 500 750 1250
Neck Collar 500 650 1150
Ribs Protectors 2000 2600 4600
Trouser 1300 1755 3055
Gloves 800 1000 1800
Complete suit 16100 22450 38640
BFort product line
PROMOTION
 Creating Awareness about the reason for launching BFort

 Creating awareness about safety measures:
Marketing communication strategy

We will use pull strategy which involves promoting heavily to end users
which will create a demand that will pull the products through the
outlet.
Type of campaign
Our campaign for BFort will be product differentiation along with
quality focusing the USP (unique selling proposition) which aims at
showing that how the products of BFort is better than that of other
brands available in the market by focusing on the key attributes of the
BFort.
As USP is only effective when it has something for the customers so it’s
the right campaign format for the BFort.
Integration Of Marketing Communications
With the passage of time it has become the need of the Organizations to
integrate and orchestrate all of their marketing communications efforts.
Especially when an organization is a new entrant in the market it’s
important that same massage is being relayed from all the
communication mediums regarding the product and the organization.
In this context we are discussing following levels of integration at which
company is operating and at which company will be after some time
period:
 In the start of our business we will be working on formal

integration which assures that same logo, corporate colors,
graphic approach and traditional styles are being used for all
communications.
 After becoming a well reputed brand (both as a company and
products) we will apply inter-organizational integration. This will
orchestrate all of the communication efforts done inside as well as
outside the organization.
Contingent Marketing Planning

If at any stage our organization feels that our marketing plan is not in
accordance with the situation faced by the organization, at that moment
BFort will adopt a Re-active approach and appropriate measures will
be taken accordingly.
Process For Revising The Marketing Plan
After visualizing the disagreement between our marketing strategies and

the market conditions revision will be done in following way;
 Detailed inspection of the issue faced by the brand in the market.
 Identification of the key strategies causing failure and which need

to be revised instantly.
 Estimating the tolerance level of the ongoing business operations

towards changes required for the contingency plan.
 Creating a detailed revision strategy with the help of the action
plans.
Channels of advertisement
 Words of mouth
 Personal relations
 Media
 Internet (web site)
Word of mouth:
According to research conducted by an international marketing

research firm words of mouth are the biggest source of publicity as
one person aware of the product would tell many people about it.
The major part of our promotion emphasizes on the words of mouth
Which means we are going to target different people who would be
an excellent source then we are going to explain them about the
BFort and its products and benefit and if they get convinced they are
going to promote it by the other people who might be in their
neighborhoods or family members. This basically includes youth. We
can also purchase word of mouth by giving a cheap some of money to
the persons who will do it for us and it is the cheapest mean of
promotion, advertisement and creating awareness among the
customers about BFort.
Personal relations
We are planning to publicize through our personal relations also, as
people in our target market can talk with other people and told them
about our product. This would help us to create a image in peoples mind
about our product.
It means using your own links with people to advertise and promote
your product in the market. They are usually your Friends, Family
members, Relatives, Family friends and friends of friends.
This mode of advertisement and awareness campaign is cost less and is
the best way of catching the market share.
Media
We would also make our product advertisement over media by getting

on air our ads. But this would be done on a later stage when the market
is well aware of the product.
Media promotion plan will include:
 Youth channels like Aag TV, MTV
 Magazines
Internet:
We would also hire a certain portion over the web so that we can
advertise over the internet with the help of interactive website for the
users and to explain them the importance of safety measures.
Channels of distribution
Initially BFort is operating only from one outlet, so it doesn’t have any
distribution channel right now. BFort is using the following approach in
this session:
Suppliers
BFort
End
consumers
Direct Selling: BFort will directly sell its products to target

consumers. First it takes the raw material from the suppliers. That raw
material will put into process and manufactured the raw material into
finished products. Then the different products will be sold to customers
on the outlet of BFort by their qualified staff. After 3 months BFort will
start selling its products directly in schools, colleges and universities
through their chaos.
Medium selection
Here we will select those channels on which BFort will promote itself
and which are more appealing to the audience and these are:
 TV channels like Aag TV and MTVs.
 magazines
 Outdoor advertisement in the form of billboards, bus shelters
and fly posters.
 Personal selling will also be done.
 Internet marketing will be also done on some popular websites.
Here it should be noted that any combination of the above mentioned
promotional channels will be used depending upon the promotion costs
involved therein.
OPERATIONAL PLAN
Methods of Production and Delivery:

First of all BFort has decided to manufacture all of its product line by
itself. BFort will not outsource its any product.
First BFort will take the raw material, on the quarterly basis from its
suppliers. The workers of BFort refine the raw material by washing
leather and after that dry the all leather and it goes into tendary. It
passes through a chemical process after that goes to process zone and
cutting the leather into thin pieces and mold into different shapes so
after that it is converted into different color schemes. This process is
only for that we could make our unique designs. And this will help us in
reducing cost. If we get the finished raw material it will cost higher
because different suppliers charge different prices for the finished raw
material. If we get the finished raw material from the suppliers there is
also need to again recolor them according to our requirements which is
very time and cost consuming.
After converting the raw material into fine leather it is then put into the
stitching process and our designers and tailors put the safety measures
tools like armor protector, chest protector, elbow protector, ribs
protector, knees protector, calf pad, leg pad, ankle protector In the
costume for the built-in purpose. These safety measure tools are import
for other countries for the best quality to make the costume more
reliable. Then our quality control department checks all the pieces one
by one. If they find any fault then they remove it and finally the finished
goods are packed and sent to the outlet for the final consumers.
AVAILABILITY OF QUALIFIED MANAGEMENT
TEAM
Management Team
BFort has quite an innovative and experienced management team in
their related fields. Their names
and qualifications are described below:
Chief executive officer
Qualification: MBA in marketing from university of central Punjab
Experience: worked as inventory manager in a D’ DAMAS
Marketing manager
Experience: 1 years’ experience in different Production/service based
organizations as a marketing manager.
Finance manager
Experience: 1 years’ experience as a finance manager
 Ms. Saima akhtar

HR manager
Qualification: MBA in HR from UCP.
Experience: 1year experience in nestle as HR manager
Operation manager
Experience: 1 year work experience as a finance manager in a
Multinational Company.
Brand manager
Experience: 1 year work experience in cross road
Outlet manager
Qualification: MBA in fashion designing from NCA.

Experience: 1 year work experience designer world at DHA.
BUSINESS PARTNERSHIPS
BFort is a partnership business, which is registered under company
ordinance 1932.
Types Of Partnership
BFort being a startup business have following kind of partners, which
are
Suppliers
BFort’s main supplier is Mr. Waqar’s father who will provide raw
material to BFort for the first five years. BFort will not pay him in cash
for the supplies but he will be entitled to a profit sharing of 10%.
Distribution channels
We have our self-selling so we don’t have distribution channel and no
partnership with distribution channel.
Purpose of Business Partnership
BFort is the idea of one of its active partner, Waqar Ahmed, who alone
was not able to change his idea into reality. For this purpose he decided
to go with partnership in which all the partners are contributing to
BFort, in finance or in some other ways. Active partners are also
involved in financial, HR, marketing, accounts, supply of raw material
and almost in every operation of BFort to make it run more and more
efficiently.
*BFort do not have any sort of partnership with anyone except
discussed above.
Quality Control
BFort is following different approaches in controlling or providing the
best quality of its products because quality is one of the biggest
competitive advantages of BFort over its rivals.
Total Quality Management

BFort is using TQM in which every employee of BFort will be involved
in quality control to provide its customers the best quality products.
SOCIETAL ETHICAL AND CONSUMER ISSUES

We are going to discuss the societal, ethical and consumer issues
separately to clarify our strategies towards each of them.
SOCIETAL RESPONSIBILITY APPROACHES

We are discussing our responsibility approaches towards different
sections of society as below:
Towards general public
 Community involvement
 Hiring hard-core unemployed
 Proper disposal of materials
 Contribution to nonprofit making organizations
Towards employees
 To ample internal communication
 Employee empowerment allowed
 Employee training about social issues
 No reprisals against employees going against IPR of the
organization.
Towards channel members

 Honoring both verbal and written commitments
 Accepting reasonable requests from channel members
 Co-marketing efforts to be promoted

Towards owners
 Honest reporting and financial disclosure
 Publicity about company activities
 Detailed explanation of social issues
 Earning a reasonable profit
CORPORATE SOCIAL RESPONSIBILITY
Pure leather is harmful. BFort is involved in CSR in a way that BFort

mixes pure leather with fabric. This mixture of pure leather and fabric is
then dipped into a number of chemicals that make it harmless. Thus
BFort is protecting the environment from getting polluted by harmful
chemicals.
Financial analysis
Start up- cost

Estimated Cost of Project
Description Applicant's Proposed Total(Rs.
Investment(Rs.) Loan(Rs.) )
Land 0 0
Building 2,64,000 0 2,64,000
Furniture and 4,00,000 0 4,00,000
Fixtures
Equipment and 2,00,000 0 2,00,000
Machinery
Stocks 4,00,000 0 4,00,000
Others 1,00,000 0 1,00,000
Working Capital 736000 0 736000
Total 21,00,000 0 21,00,000
First Year Plan

Income statement
(Statement of comprehensive income)
(Rs)
Revenue/Sales 2916000
Cost of Sales 1218000
Gross Profit 1698000
Less expenses
Marketing 1500000
Administration 171600
Misselenous 144000
Profit before tax
Income tax
Net profit/loss -117600
Projected Cash Flow
Description Year
1(Rs.)
Receipts
Sales/Revenue 2916000
Others Revenues 50000
Total Receipts 2966000
Payments:
Purchases 986400
Expenses
Marketing 1500000
Financial 0
Re-payments of loan 0
Other payments 0
Total Payments 2658000
Net receipts/(payments) 308000
Opening balance 736000
Closing balance 1044000
Projected Balance Sheet

(statement of financial position)
Year 1
(Rs.)
ASSETS
Property, Plant and Equipment
1. Building 264000
2. Furniture (400000 -40000) 360000
3. Equipments & Machinery 180000
Current Assets
1. Stock 400000
2. Cash 736000
3. Bank 42400

Total Assets 1982400
LIABILITIES AND EQUITY
EQUITY
1. Owners Equity 2100000
2. Net Income/(Loss) -117600

Total Liabilities 1982400
Second year plan

Projected Profit And Loss Account
(statement of comprehensive income)
Year 2
(Rs)
Less expenses
Marketing 400000
Administration 190,809
Misselenous 144000
Profit before tax 0
Income tax 0
Net profit/loss 1099031
Projected Cash Flow
Description Year 2
(Rs.)
Receipts
Payments:
Purchases 1064631
Expenses
Marketing 400000
Administration 190,809
Financial 0
Other payments 0

Year 2
(Rs.)
ASSETS
1. Building 264000
2. Furniture (400000 -40000) 320000
Current Assets
1. Stock 400000
2. Cash 736000
3. Bank 1319031
EQUITY
2. Net Income/(Loss) 1099031

Projected Profit And Loss Account

(statement of comprehensive income)
Year 3
(Rs)
Less expenses
Marketing 400000
Misselenous 144000
Profit before tax 0
Income tax 0
Net profit/loss 1271344
Third Year Plan
Projected Cash Flow

Description Year 3
(Rs.)
Receipts
Payments:
Purchases 1200000
Expenses
Marketing 400000
Financial 0
Other payments 0

Year 3
(Rs.)
ASSETS
1. Building 264000
2. Furniture (400000 -40000) 280000
Current Assets
1. Stock 400000
2. Cash 736000
3. Bank 1551344

EQUITY (Rs.)
2. Net Income/(Loss) 1271344

DEPRECIATION Rs.
Furniture & Fixture @ 10% 40000
Machinery & Equipment @ 20000
10%
TOTAL 60000
Note: Depreciation has been charged by straight line method 60000and has been
charged in administration account
Net present value:

= present value of future cash flows –initial investment
= 2855546 – 2100000
= Rs.755546
Internal rate of return=25.53%
Profitability ratios:
Gross profit ratio:

= Gross profit/net sales
= 58.23%
Net profit ratio:
= net income/net sales
= 35.8%
Critical Risk Factors
Risk Management:
The objective of risk management is to reduce different risks related to a
reselected domain to the level accepted by society. It may refer to numerous types
of threats caused by environment, technology, humans, organizations and politics.
On the other hand it involves all means available for humans, or in particular, for
a risk management entity (person, staff, and organization).
Critical Risks Analysis
For startup business there are many risks involved that are caused by different
factors. The risks which are analyzed by Chabba are as follow:
 Management Risks
 Marketing Risks
 Operational Risks
 Financial Risks
 Intellectual Property Infringement
Management Risk:
In this risk we realize that there may be any dispute in the management team due
to any unforeseen reasons which may result to terminate any of the members.
Remedy:
In this case when any of the management team members leaves the company
he/she is not entitled to use the name of the company. He cannot start the same
business with any other name.
Marketing Risk:
In case of marketing we realize that here may be any fault in our marketing plan
due to which business can suffer.
Remedy: For the backup of this risk we have prepared our proposal for different
authorities and we also have different marketing plans, as if in any case plan A
does not work the plan B will be executed.
Operational Risk:
There may be a risk which can disturb the operations of the business such as
production. There may be strikes by the workers.
Remedy:
For minimizing this risk we don’t encourage the trade unions in our business and
we provide bonuses to our laborers on semiannual basis, provide them with gifts
on different occasions, we provide them excellence awards.
Financial Risk:
We realize that in case of termination of any member there is a risk of finance that
he or she may take his/her equity away which cause the business to suffer.
Remedy:
To avoid this risk we have made certain clauses in our agreements that if any
member d\decides to leave the company he/she will not take his/her equity out of
the business. The time period to pay back the equity will be determined on the
amount of equity shared by that member.
Intellectual Property Infringement:
In business there is a high risk of infringement of the company’s intellectual
property. Any one of your competitor may copy your business which causes your
business to suffer.
Remedy:
As a remedial step of avoiding this risk we have patented of business for next 15
years i.e. for next 15 years no one can start this business is he/she does so will be
held liable for legal prosecutions.

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Expect the Unexpected

 To be a top cabinet supplier to luxury homes in the regional market.

Get the Bplans newsletter:

 Business Plan Software

 Sales and Marketing

Youth always want something exciting and

We target the market according to the age, gender and social

BFort after analyzing every risk and exit ways of the

preparation insight ELABORATION

 Insight: This section belongs to the CEO’s recognition of opportunity that

 Evaluation: Our CEO met with different professionals to evaluate the

The Description Of The Business:

Company History and Background:

Company Mission And Objectives :

o To market development after regular intervals

DESCRIPTION OF THE BUSINESS MODEL

Sustainable competitive advantage

Sustainable competitive advantage is made by the combination of two elements

 Core competency: we have the first mover advantage because there is

 Strategic Asset: Our strong management team, location of our outlet ,

Our management team will constitute of the following personals and

 Ms. Saima akhtar

Qualification: MBA in fashion designing from NCA.

Company Structure, Intellectual Property And Ownership

BFort Board of advisors includes the following personals:

Key Professional Service Providers

Furqan mushtaq law associate:

Furqan mushtaq is currently working with “mushtaq ahmed law associates” of

 Accounting and Business Consultancy Firm

E-86 super town main Boulevard

Defence road Lahore Cantt

Name and symbol is trademarked

Alert today alive tomorrow Slogan is trademarked

Description: As the name Fort is a symbol of safety. So BFort is a business that

Threat Of New Entrants: (High)

Threat of new entrants is high in those industries where the profit

Bargaining Power Of Buyer (LOW)

Bargaining power of supplier: (High)

Bargaining power of the suppliers is high because there are number of

Rivalry among competitors: (low)

Bargaining Power of Buyers (low)

Threat of Substitute Products (Moderate)

P OSITION AS PER THE PORTER

Before assigning a position to our brand in the porter generic strategy

COMPETITIVE FORCES THREAT TO INDUSTRY PROFITABILITY

LOW MEDIUM HIGH

Political forces: (High)

Buying behavior of the people is most influenced by the economic forces

Social forces: (High)

Technological forces: (High)

There is tremendous improvement in the technology these days. Use of

Maturity stage leather industry

 First mover advantage

 Growing Industry (locally/domestically/internationally)

 Threat of new entrant

T N Threats COMPARTMENT-C COMPARTMENT-F COMPARTMENT-I

S.W.O.T (TOWS) MATRIX

Internal STRENGTH WEAKNESS

OPPORTUNITIES S.T STARTEGIES W.O STRATEGIES

 Growing Industry  Low cost  Solid awareness

 Threat of new entrant  Specialized in  Solid awareness

Steps are as follow: