Rifat Tasfia Otri

1813532630
Sec- 14

Introduction-

TAN is a fashion business. They sell bags, wallets, belts keychains, jewelries, gift items etc. The
raw materials of products are- leathers, jutes, silk, textiles etc. The products contain very unique
designs. And most interesting part is they make jewelries by leftovers after making bags, wallets,
belts etc. They sell their products in local market and also export their products in other
countries like Thailand, Sweden, Canada etc.

Background and Story:

Tania Wahab, the owner of Tan and karigar, successful woman entrepreneur, had completed her
BBA from Dhaka university and MBA from BRAC university in development business. She
always wanted to be an employer not an employee .She started her business in 2005 the business
that is based on technical named ‘Karigar’and after 10 years in 2015 years, she decided that she
wanted her own brand then she came up with TAN, she sells customize bags, belts, wallets,
jewelries etc. She was the first entrepreneur who came up with the idea of engraving letters on
bags, wallets in Bangladesh. When she started Tan, she had 10 lac taka in hand. She started her
brand to make emphasis on the leather products in the local leather market. But after a while she
makes goods with artificial leather, jute, textiles, silk etc. She wants to make her product
different by giving the mixture of both western and traditional culture. She has a total 40
employees in her factory. She owns a physical store in Hazaribagh named TAN and her factory
is right beside the store. In 2008 she was selected for the SME award and in 2011, she got a
scholarship programme where many women entrepreneurs are invited and received the
citizenship certificates from the Pensacola governor. In future, she wants to establish TAN as one
of the best brands in the local and abroad market.
Business model canvas of TAN-

1. Customer segments- TAN’s main customers are people of 18-65 years old (middle-high, and
high class) it is for both gender. People who like fashion, want to cope up with new trends or like
user friendly products.

2.Value proposition- TAN creates value for customers through many ways such as- speed,
design or customer service. Their products have unique designs, they have hints of traditional
culture and also western culture. Also, the products can be customized. They ensure delivery
within 24 hours, they ensure customers through quick responses, text messages etc.

3.Channels - Website(https://tanbd.com),
Facebook(https://m.facebook.com/tanbangladesh/photos/?ref=page_internal&mt_nav=0&_rdr),
personal store at jigatola(TAN), Fairs, Events.

4.Customer relationship- TAN makes ongoing connections with customers through

customization, Personalization, gifts, fashion tips, online transaction etc.

5. Revenue streams- TAN receives money through selling and exporting bags, jewelries,
keychain, covers of diaries, belts etc. It’s mostly transactional revenues.

6. Key resources- key resources allow a firm to create a unique value proposition, maintain
important relationships with customers, reach new markets and create revenues. These resources
can range from physical, financial, intellectual, or human assets. TAN’s key resources include
raw materials such as leather, jute, silk, textile etc., online system, designers, distribution
channel, staffs, workers, factory, capital etc.

7. Key activities- The key activities of TAN are- purchasing raw materials, designing,
manufacturing the products, transportation of the goods, storage facilities, trend updates,
customer service etc.
8. Key partnership- suppliers of the raw materials, shipping company (e-courier, Jz company),
bank etc.

9. Cost structure- The cost structure of Tan is value driven which includes a highly personalized
service and exclusive services. Such as- production, maintenance, storage, inventory tracking etc.

Business strategy-

Business strategy gives a company effective allocation of resources, competitive advantage etc.
In an interview, Tania Wahab the owner of TAN said that she follows different types of business
strategies. Improving customers relationship by delivering better customer services like-
discounts, quick responses etc. TAN’s mainly (B2C) business. One of the strategies they follow
is differentiating products by their high value, unique design, pricing and innovative features.
Pricing strategy is pretty common in every industry. According to an interview with Tania
Wahab, she told me that her target consumers are middle-high- and high-income people. So,
products of TAN are not for ordinary customers, they maintain their exclusivity of products
while keeping a large profit margin per product. Also, she retains old customers by giving
discounts, small gifts etc. As entrepreneur Tania Wahab thinks it’s important to save the
environment, that’s why she sustains her business by recycling wastages like she makes
jewelries, key chains, gift items with leftover raw materials.

Marketing strategy- Every strategy has 4 basic things. And Tan focuses on those things
such as-

Product - They have different types of products like bags, jewelries, belts, wallets, gift items etc.
made with different types of raw materials such as - leather, jute, silk, handmade textiles etc.
They keep changing their products designs to cope up with new trends and also, they ensure
better quality and customize the products according to the taste of consumers.
Price - Their price ranges are pretty exclusive because their targeted audiences are mainly high
and middle-high income people. And depending on the raw materials they put a price on the
products. They keep the profit margin higher for products.

Place- TAN has its own physical store at sheer Bangla road,Hazaribag. And also, there’s online
transactions through social media like Facebook, website etc.

Promotion- promotion is the most important factor that gives the detailed information about the
products and benefits and attracts customers to purchase the product. TAN uses personal selling,
advertising through social media, and public relations etc.

Ongoing challenges-

In an interview with Tania Wahab she said that she faces difficulties for the taxation system in
our country. She also told me that at first, she imported the external materials from china and
Thailand, she faced many problems importing the goods, she had to pay 15-16% tax for those
goods which were pretty expensive. Now she uses local materials for external designs like jute,
silk etc. Not only that she faces taxation problems, also she has to face trade barriers while
exporting the products in other countries. Another problem she faces is rapid change of fashion
trends, to keep her products unique she has to keep the design trendy to cope up with the fashion
market and also, she has to change the design pattern rapidly. And another big challenge from
them is the coronavirus situation. Workers are afraid of coming into the factory and also in this
pandemic very few people go to the mall or come to visit, consumers are changing their buying
behavior. Though their products have higher profit margins, it’s easy to maintain the overall
profit margin by selling few products.

Critical success factors -

Critical success factors are basically the objectives of the company, they help to cover the areas
how to achieve and what need to be achieved. Success doesn’t come in one day. In the interview,
Tania Wahab said being focused is the main key to success. She also indicated other factors like
team work, allocation of resources, communication, motivation of stuff.

Effective communication- Communication is important to every organization. Tan ensures a

proper communication system so that employees can work properly without being confused.

Proper allocation of resources - Tan allocates resources (time, raw materials) very precisely.
They use every bit of their raw materials by making keychains and jewelries.

Team work - Tania Wahab said, “producing bags and wallet etc. is not one-person job, it needs
involvement of many people”.

Motivation - Tania Wahab believes that by motivating employees, work can be twice as fast as
usual. It can make employees confident and mentally prepared for sharing risks.

Risks of raising capitals -

Besides Tan, Tania Wahab owns a manufacturing company called “karigar”. It’s also a
successful company. She gathered capital from the profit of karigar and her own funding. That’s
why there wasn’t any risk associated in raising capitals. In her interview she said that she had 10
lacs taka on her hand for making her own brand TAN.

Conclusion- Working with Mrs. Tania Wahab was a really insightful experience. Women
entrepreneurs have to face many problems such as balancing family and business life, people
don't take them seriously etc. But tania Wahab broke all stereotypes and ran after her dream and
became successful. She knew she could achieve her dream. She believed in herself. I learned
many things from her such as strong dedication, never lose hope, try harder, proper market
research etc.
Appendix-

Business card-

Some pictures of Tan’s product-

Facebook page- https://m.facebook.com/tanbangladesh/