FINAL PROJECT

BUSINESS PLAN

Submitted by: Yusra Ismail,

Memoona Afzal

Nida Ilyas

Wardah Gul

Major: BBA

Semester: 6

Section: B

Subject: Entrepreneurship & E-Business

Submitted to: Ma’am Sara Aslam

Date: 13th July 2020

 Contents
EXECUTIVE SUMMARY.............................................................................................................4
COMPANY DESCRIPTION..........................................................................................................5
Mission Statement:.......................................................................................................................5
Tag line:.......................................................................................................................................5
Products and Services:.................................................................................................................6
Current Status:..............................................................................................................................7
Legal Status and Ownership:.......................................................................................................7
Key Partners:................................................................................................................................7
INDUSTRY ANALYSIS................................................................................................................7
Industry size, growth rate, and sales projections.........................................................................7
Nature of Participants:.................................................................................................................8
Key Success factors:....................................................................................................................8
Industry factors:...........................................................................................................................8
Environmental Trends:.................................................................................................................8
 Technological Trend:........................................................................................................8
 Socio trends:......................................................................................................................8
Business trends:............................................................................................................................9
Porters five forces model:............................................................................................................9
 Threat of Substitutes:........................................................................................................9
 Threat of New Entrants:....................................................................................................9
 Rivalry among Existing Firms:.......................................................................................10
 Bargaining Power of Supplier:........................................................................................10
 Bargaining Power of Buyer:...........................................................................................10
Long term prospects:..................................................................................................................10
MARKETING ANALYSIS...........................................................................................................10
Marketing analysis:....................................................................................................................10
Marketing mix:...........................................................................................................................11
Product:..................................................................................................................................11
Price:......................................................................................................................................11
Promotion:.............................................................................................................................12
Placement:..............................................................................................................................12
MANAGEMENT TEAM AND COMPANY STRUCTURE.......................................................12
Management team:.....................................................................................................................12
Board of Directors:.....................................................................................................................13
Board of Advisers:.....................................................................................................................13
Company structure:....................................................................................................................13
Explanation of the structure:......................................................................................................13
OPERATIONAL PLAN................................................................................................................14
Front stage (visible to our prospects).........................................................................................14
Back stage (invisible to our prospects)......................................................................................14
Supply Chain..............................................................................................................................14
Facilities and Equipment............................................................................................................15
 EXECUTIVE SUMMARY
In today’s life everyone has the facility of driving their own cars. Many problems arise one of
them is problems with our vehicles such as our cars may breakdown, stop working or face any
kind of problem at any time or any place. This would be a crisis for those who do not know how
to fix their cars, or call for help especially women, who may be helpless or abandoned in one of
many areas in Pakistan which do not have mechanics services. To solve such problems, we are
starting a new venture. Mr. Mechanic is basically mechanic service that can be availed through
our soon to be developed app. Mr. Mechanic expects to catch the interest of the people. The
basic plan of the company is to build a strong market position. Through our venture our target
market would have the ability to order automotive help through an app developed by our team.
Our customers would simply enter the place and time and our mechanics would reach in 15
minutes. All the riders would be tracked and observed for proper work and behavior. We will be
hiring mechanics after proper interviews and background check. We will be offering our services
at reasonable prices to meet the demands of middle to high income people. As well as we will be
providing well trained and well educated rider mechanic who could deal with every type of a
vehicles. Our employees would be having their tool box filled with required apparatus and bike
through which they could move around. We believe that this would be worthwhile investment in
the future of auto mobile repair business.

The Mechanics is owned by Yusra Ismail, Nida Ilyas, Memoona Afzal, Wardah Gul as a limited
liability partnership. All of them are equal partners and will share profits, losses and expenses
equally under this partnership. Our business includes well-qualified mechanics, an application
developer, and collaboration with a different transport companies and equipment companies.

The mechanics app will be promoted using a comprehensive marketing strategy that would
include Google Ad Words, sponsoring social media ads like Facebook and Instagram, and public
relations. We will serve only within different areas of Lahore on the basis of geographical
segmentation. This app will be available on the iOS and play store where users can easily
download it free of charge. Proper customer support and guidance on the use of The mechanics '
app and meeting their needs will be provided.
Today we see automotive industry is progressing day by day, we see many brands like HONDA,
TAYOTA, SUZUKI, NISSAN, FAW, AUDI and many brands like them who are in very strong
competition. Every brand is trying to get over the other by introducing new technology in every
new model of their cars. Regardless of brand any cars or vehicles would stop working at any
time and could put its owner in trouble. In very rare case our car would stop working in front of
mechanic shop normally we found people asking for nearby mechanic, trying to change the tires
of their own, trying to fix their vehicle by themselves especially ladies standing on the roadside
waiting for help whenever they had encounter with their vehicle. By keeping in mind the above
mentioned facts we are introducing a business plan that would be very helpful in those entire
situations. Now no one would have to wait for help in fact they would easily call Mr. Mechanic
and could seek help.

COMPANY DESCRIPTION
We at "The Mechanics" will provide vehicle maintenance services according to your
convenience whether you are at work, at home or any other place in Lahore. We are redefining
the way car maintenance operates. No more waiting for your chance in a mechanic 's shop. Just
order and we'll have our professional mechanic there for you. Our aim is to achieve high and
reputable customer and market reputation as well. To facilitate/provide facilities to ensure
everybody arrives to their locations on time. Our business demand is a necessity of the present
day. We often observe on a daily basis that if you experience any abrupt problem or fault while
driving and traveling, an immediate mechanic is needed. Our business is basically based on
vehicle repair. We are Servers for Car. We will provide our customer services through app order
for when they need maintenance services on the roads, on the streets and at their homes. As our
business would be application based, therefore we will have a small office setup, where we will
answer customer queries and provide them assistance, moreover the interested vendors can get
themselves registered at our office.

Mission Statement:
“Our mission is to provide our consumers with the ease of handling their cars vehicles. We
intend to make sufficient profit to generate a fair return and to finance ongoing growth and
development in quality products. We aim to become Pakistan's most reliable services company
for auto maintenance”
Tag line:
” Any time, any place”
Company history:
The mechanics is a new soon to be introduced venture so it does not have any history. We will be
offering car repair facilities at "The Mechanics" according to your preference while you are at
college, at home or some other location in Lahore. We are revolutionizing the way car operation
is going to be handled. Any more sitting for hours for your turn in a mechanic 's store. Only book
us and our professional mechanic will be there to support you
Products and Services:
Keeping in view today’s world where an individual is exposed to different auto issues and
problems, designing of such app seemed reasonably fitting to meet such problems. First of all,
for using the App customer will need to download it. As our business is of Mr. Mechanic, we are
dealing with products such as air compressor, jack stands, pole jacks, Oil drain, oil caddy,
Battery charger and jumper, Engine hoist, Brake lathe, Strut compressor, air conditioning
machine etc.

We will hire mechanics and placed them in our city with the distance of two to three stops. They
would always have their tool box with them. Our mechanics will be tracked through our app. Our
mechanics will be using their own bikes to reach to the customers easily. The people who finds
any problem or difficulty in their car during travel can call the mechanic through our app. This
would be most beneficial service for the women. The ladies who drive a car and sometime the
car misbehaves or there is a puncture in the tire they face a lot of problem. Very rare women
know how to change the tire but it is a big problem for those who don’t know.

This problem can be solved by using our services. Normally people have to wait for some help if
this situation occur or have to go forward and find a mechanic. One more thing the one can do is
that he will push his car and reach to a mechanic, which demand a lot of effort. It might be
difficult to do this job. But using our service they can call mechanic and check their car. It saves
the customer time and save him from difficulty. As this is new in the market and beneficial for
customers, it will definitely run progress and will be profitable for the owners and investors etc.
In Pakistan there are not many businesses like that so the competition will be less.
Current Status:
The Mechanics is still under progress. We have been working on it and are keen to spend more
time on its planning and implementation. We have yet to create a physical App but do plan to
launch one soon.

Legal Status and Ownership:

The Mechanics is a privately owned partnership business among four students. All the partners
will have equal share in the investment and profit and loss distribution will be according to their
share.

Key Partners:
As we are the students of Business studies, we have no experience of App development,
therefore we have collaborated with two of our friend who are software developer. As this is an
online based service for customers, we will work with small scale businesses that provides
automotive products team to use their products in our service. After we get enough revenue after
the initial years, we plan to introduce our own automotive equipment and products with our
brand name.

INDUSTRY ANALYSIS
Industry size, growth rate, and sales projections.
The Mechanics’ target industry includes automotive industry. As The Mechanics is a new
business, it is targeting a small part of industry. Over the next few years, growing income is
projected to fuel sales development for the Global Car and Automotive Sales market. The
industry 's reliance on job levels, global consumer demand, borrowing rates and the world price
of crude oil make it sensitive to economic changes. Over the time, many developing nations are
expected to see steady economic development, contributing to higher market demand for big-
ticket items, such as cars. As a result, market revenue is forecast to increase at an annualized
pace of 2.7 percent to $4.0 trillion over the next five years, with sales rising 2.3 percent in 2021
alone.
Nature of Participants:
In Pakistan there are 2 participants, autoboyz and machinery, but what makes us better and have
advantage over them is that our business is women-based and serve women and while they are
based in Karachi, we are based in Lahore.

Key Success factors:

 We will be providing customers with good products and services.
 Convenient for every individual to use our service at any time and any place.
 Customers can supervise and check the work of our employees and of the service/work being
done to their vehicles
 Easy and convenient to avail our service.

Industry factors:
Factors that effect this industry are raw material price, shortage of raw materials, interest rates,
fuel costs, rising income and demography etc.

Environmental Trends:
The most important transition is under way in the automotive sector. Nowadays consumers want
to have easy access to everything whether it related to psychological, safety, social or esteem
need

The current transformation is triggered by social trends as well as technological trends. Our
future seems to be more about based on mobile: mobile technologies should be more versatile,
more individualized and more secure.

 Social trends:
Most businesses are being promoted and advertised on social media whether it is Facebook,
Instagram or twitter. Consumers find products on media more attracting and easy to avail.

 Technological Trend:
Digital buying and sharing of rides are increasingly common trends which have emerged as
advanced technology. The auto industry 's digital takeover has struck consumer reactions across
social media.
Business trends:
The need for increase jobs, education, artificial intelligence, economic growth etc. are the current
business trends that effect the automotive industry.

Porters five forces model:

Porter’s Five Forces Model is used to assess the industry attractiveness of The Mechanics.

COMPETITIVE THREAT TO
FORCES INDUSTRY
PROFITABILITY
LOW MEDIUM HIGH
Threat of 
substitutes
Threat of new 
entrants
Rivalry among 
existing firms
Bargaining power 
of suppliers
Bargaining power 
of buyers

 Threat of Substitutes:
The threat of substitute products in this industry is medium as consumers always search
for low-cost products so our company uses an advantageous cost leadership strategy.

 Threat of New Entrants:

The threat of new entrants is medium. In Pakistan the demand of online automotive
service is less and it can be difficult for new entrants to target the customers. However,
as this market segment has opened the window of opportunity, entrants will want to
enter and make as many profits as possible.

 Rivalry among Existing Firms:

Rivalry among competitors is low as few such online services are available and they are
based in separate regions.
  Bargaining Power of Supplier:
Bargaining power of supplier is medium as there are many suppliers in the market from
which we can repair, service our vehicles, and these suppliers can charge amount
according to their desire but what makes us different is easy access through our app.
 Bargaining Power of Buyer:
Bargaining power of buyer is low as prices vary on the basis of different services
provided to them by demanding price concessions, buyers can not eliminate the
profitability of the industries from which they purchase.
Long term prospects:

Important long-term developments are ongoing in the automotive industry. This will be a
significant change in the next decade. Advancement and innovation in technology is creating
advancement for automotives industry as well. By the year 2030, we are expected to see a
growing number of automotive services on the track. There is also likely to be more autonomous
vehicles and ride-sharing.

MARKETING ANALYSIS
Marketing analysis:

Marketing strategy of Mr. Mechanic contains our company’s value proposition, key marketing
messages, information of the target customer and several other elements related to our services.
Mr. Mechanic’s strategy is to build up its operations and marketing efforts for targeted segments.
Achievement of this strategy mostly includes:

 Advertising our app online with the Google Ad Words where keywords for
security services are used with the associated prospects.

 Sponsored ads on social media which includes Instagram and Facebook

promotion.

 Free downloading on Play Store

  Proper assistance and guidance to clients about the usage of Mr. Mechanic’s app
and meeting up their needs.

 Premium packages will be available on weekly bases.

 Tracking the location of the respective riders.

Marketing mix:
Marketing mix is a combination of factors that a company can control to influence consumers to
purchase its products. Mr. Mechanic evaluated these factors as follows
Product:
As our business is of Mr. Mechanic, we are not dealing with products but we are giving services
to our customers. We hire mechanics and placed them in our city with the distance of two to
three stops. They always have their tool box with them. Our mechanics will be tracked through
our app. Our mechanics will be using their own bikes to reach to the customers easily. The
people who fond difficulty in their car during travel can contact us through app. This is most
beneficial service for the women. The ladies who drive a car and sometime the car misbehaves or
there is a puncture in the tire they face a lot of problem. Very rare women know how to change
the tire but it is a big problem for those who don’t know. This problem can be solved by using
our services. Normally people have to wait for some help if this situation occur or have to go
forward and find a mechanic. One more thing the one can do is that he will push his car and
reach to a mechanic, which demand a lot of effort. It might be difficult to do this job.
Price:
It determines the actual amount which the end user is expected to pay for your product/service.
How a product/service is priced will have a direct effect on how it sells. Determined price will
influence profit margins, demand, supply, and marketing strategy of the product. The price we
will charge from our customers depends on the type of service. However basic work price range
would vary from 250-5000. The price will vary or increase according to more advanced services.
Promotion:
Promotion is basically many ways a marketing agency broadcast their relevant product/service
information to consumers. This may include advertising, public relations, sales promotions, and
special offers. Whatever the channel is being used, it is essential for it to be appropriate for the
product, price and the end user it is being marketed to. For Mr. Mechanic, our major
concentration is promoting it on social media as it is an online app and social media will be quite
feasible for us. Another medium that we are expecting it to get promoted is the word of mouth
among the people as the one who will get services from us once, will most probably talk about it
in their communities, parties, meetups etc.
Placement:
It is basically how the product/service will be provided to the end customer. Market is about
putting the right product, at the right place, with the right price, at the right time. The placement
strategy will help assess what channel is the most suitable for a product/service. We will have an
online app for this and consumers will be able to look at our different packages and weekly
offers online. Services will be available all over Lahore with COD service.

MANAGEMENT TEAM AND COMPANY STRUCTURE

The Mechanics consist of four entrepreneurs who have started this business with the help of two software
engineers for developing the app. This business is based on flat organizational structure where every
member is linked with each other’s activity.

Management team:
The management team plays a very important role for a successful business. As the effective management
leads to the profitable business and this is the difficult part of the business plan. The Mechanics is a
mobile application software, the idea of which was raised by four university students, currently doing
their Bachelors in Business Administration from Kinnaird college for women. The Mechanics focuses on
management section more because people after reading executive summary look at the management team
that shows the strength of the business. Management team ensures to drive the company strategy,
following its implementation and execution. In the core company each partner availed specialization in
the distinct field and hence are responsible for catering and fulfilling the needs of their area of expertise.

Board of Directors:
The board of director’s purpose is to take necessary decisions for the business. The board of directors of
The Mechanic are Yusra Ismail and Memoona Afzal. They are responsible for taking decision that helps
in gaining profit.
Board of Advisers:
The board of advisor of The Mechanics are Nida Ilyas and Wardah Gul They give the financial advices
for making the profitable business and also provide with necessary information related to market
demand.

Company structure:

Memoona
Wardah Gul Nida Ilyas
Yusra Ismail Afzal Accounting and Application
CEO and HR R & D and Finance manager
manager Marketing Department
manager

Explanation of the structure:

The structure of this business is decentralized every owner has equal rights and duties. Tasks
assigned to the team members are according to their line of interest. This business will be
operated through an app. App is developed by software engineers. Our marketing and sales
managers will be responsible for how to market the products and how it will increase sales; our
member dealing with vendors will make sure that interested vendors get their service on time and
she is responsible for ensuring that customers get fresh and pure products as promised.
Application manager will be dealing with the customer orders and with every concerned issue
with the application. This team structure helps to develop good business relations with the
customers where business employees have equal power, they try to promote the business rather
than those employees who are working under hierarchical structures.

OPERATIONAL PLAN
Front stage (visible to our prospects)
Customer will download the application of “mechanics which will be available on play store.
After downloading the application first options will appear in front of the customer which will be
their current location, customer has to provide its location through map, they can also type their
address. Thus, those customers who cannot manage to use maps easily can benefit from our
application, then they have to select the services they want like whether they want to get their tire
changed etc., prices according to their selection will be clearly mentioned. After selecting all the
option, they have to click on the option “request" the rider will arrive to the customer’s place
within the mentioned time period. Payment will be made in cash after the services.

Back stage (invisible to our prospects)

We will be setting up a small office where workers can get themselves registered. “mechanics’’
management team will register them by themselves. Workers the local vendors; spread all over
Lahore will provide the services. We’ll have two-three suppliers from one area of Lahore that
will provide all the tools and other materials. After getting notified for an order, worker will
reach to the customer’s place. On each transaction “Mechanics” will take 20% from it as our
profit.

Supply Chain

Our suppliers will be local vendors who will register to us through application, along with that
those local vendors will be our distributors as well. We’ll promote our business through social
media (Facebook, Twitter and Instagram). Also, for handling any sort of complains from our
clients we will have a small office set up. Lastly, after collecting all he money from customers
our vendors will submit earnings to our office at the end of each month.
Facilities and Equipment
As our business is application based, therefore we will have a small office setup, where we will
answer customer queries and provide them assistance, moreover the interested vendors can also
register themselves at our office.
Plagiarism report: