THE SWOT ANALYSIS:

THE STRENGTHS OF THE ORAGBRAN:

1. Eco-friendly products enable OragBran to charge Premium Price: OragBran will

mainly produce eco-friendly products such as Home apparatus and Baggage's from wheat
brans which are primarily the substitute of plastic products, and offer them from their online
platforms such as from their own mobile application and websites. As a result, they will have
a competitive advantage over the other apparatus and baggage producers for two reasons.
One, we will offer products that are biodegradable and hence will not pollute the environment
like other products made from plastics and polythene. Another reason is that we are offering
our products through apps and websites. As a result, customers can purchase our eco-friendly
products from any part of Bangladesh. Hence, we have a competitive advantage as we offer a
value proposition that other rival businesses of us cannot provide. The customers will be
ready to pay a premium price for our products. This will help to increase our profit levels
which we will be able to invest behind the development of new eco-friendly products.

2. OragBran will enjoy the First-mover Advantages: There are currently no producers or
brands who are producing biodegradable products such as home apparatus or Baggage in
Bangladesh. As a result of this, OragBran will be a monopoly in the market of mentioned
biodegradable products will be able to mark up a high percentage on their cost as they are
currently no competition in the online marketplaces. We can then spend these profits behind
mass promotion or awareness campaigns to aware of the people to save the environment of
Bangladesh by not using plastic products in the future and to use these biodegradable
OragBran's products as much as possible replacement or substitute of those plastic products.

3. More robust and stable products compare to other products in the market. Due to this,
customers and businesses will start to prefer using OragBran's products. For example,
Supermarkets such as Shwapno and Agora will provide our Baggage which is made of wheat
brans, rather than plastic bags, which are not suitable or customer-friendly to carry. Due to
good product quality, the goodwill of our business will increase, which will help us to
improve our market share and sales revenue in the long run.

4. Lower Cost of Production than existing Plastic products: Firstly, we will operate
through online platforms such as mobile apps and websites and not through any traditional
retail outlets. For this, the cost of operation of OragBran will reduce significantly. Secondly,
Bangladesh is mainly an agriculture-based country where this sector plays a prominent role in
improving Economic Growth. Bangladesh is also a country that is self-sufficient in food that
means they are meeting the demand for essential food items of their citizens. All these
suggest that, supply of agriculture products such as wheat brans are enormous in this country
and for which prices of our primary raw material to produces baggage and apparatus, wheat
bran, will be very low. As a result of two of these factors, in the initial stage of our business,
we will be able to charge a competitive price or a lower price than the plastic products to
attract the customers to use our products and increase our customer base.

THE WEAKNESSES OF THE ORAGBRAN:

1. No Existing Production Plan Available: Since it is a new online business model and no
producers like us produce products from the wheat barns, OragBran will have to create an
efficient production plan for their home apparatus and Baggage literally from scratch. This
will may increase the costs as professionals and experts of the manufacturing plants will have
to hire, which will eliminate their advantage of price competitiveness. Also, the production
lead time will increase as it will take a significant amount of time to create a production plan.
This will may reduce our first-mover advantage as some other environmentally concerned
brand may come forward with similar kind of products before the OragBran.

2. Less likely to purchase from online platforms: Potential customers are less likely to buy
from mobile applications and websites since these kind of products are not that essential,
hence will not take any hassle to purchase online. Another reason is, substitutes for our
products are available in every retail store. As a result, potential customers will prefer to buy
from them rather than ordering online and waiting for the products for an extended period of
time with uncertainties.

3. No Hysterical Data available: As it is mentioned earlier, it is a new online startup, and

there were no businesses used to produce goods like us before, so it will become challenging
to get any kind of past (hysterical) data. As a result, OragBran will face difficulties to prepare
a budget plan and to prepare an online sales forecast. Now, we will have to produce zero-
based budgeting, the budgeting from scratch, without any previous years' data. This might
lead to a wrong budgeting plan, and hence competitiveness of us in the online space may
decrease in the short run. Also, since we have been unable to forecast our sales level, it is
possible that there might be unsold products in our warehouse, or we were unable to provide
demanded products in the markets due to lack of production in fear of unsold products.
THE OPPORTUNITIES OF THE ORAGBRAN:

1. OragBran can get Financial and Non-Financial Assistance from Government: In

recent years, Bangladesh Government has taken many initiatives to reduce waste pollution in
an attempt to achieve clean cities all over the country as well as reducing the risks of Global
warming. So since OragBran's are producing Eco-friendly products, which are the substitute
for plastic products will decompose within 30 days, and hence this will help to reduce the
pollution. For this reason, Government may give tax breaks or subsidies to set up the
manufacturing plants without any kind of hindrance. In the long term, governments may
provide advice and necessary paperwork assistance when we will decide to expand and
export to other developed & developing countries that are becoming more environmentally
concern.

2. Existing Businesses will be keen to use OragBran's products (B2B): OragBran will try
to market and sale their products to the Super shops, Restaurants and as well as to Traditional
Corporate Brands. These businesses will be eager to purchase these Environmentally friendly
products of us from our online platforms and join the movement of pollution-free societies.
They will be enthusiastic not only because of this, by using these products, but they will also
be able to market them as a brand that is environmentally and socially concern, and this will
help them to improve their brand image in the future with the help of our products. Thus, in
the long run, more & more businesses will likely to partner with our business to provide them
with products which are the substitutes of the plastics to reduce the plastic wastage from the
environment as well as improving their goodwill in this competitive & dynamic market.

3. International Funding: Since OragBran is trying to eliminate the need for plastic usage
from the ecosystem, which will help to reduce the pollution level of the world significantly,
some environmental concern investors, businesses, and institutions may invest behind
OragBran to expand by launching more new products which will be the substitutes of the
plastics. These additional investments will also help us grow our businesses by introducing
new biodegradable products and also expand into the developed countries by exporting to
them. In those countries, the market for eco-friendly products is very large, and the potential
customers are ready to pay a premium price.
THE THREATS FOR THE ORAGBRAN:

1. Difficulty to compete with Large Brands: OragBran will mainly produce home
apparatus, and in this industry, their main competitor will be Pran RFL, and OragBran will
also produce Baggage, and in this, their competitors will be the likes of ANZ Corporations.
As a result, it will be difficult for us to compete with them in terms of pricing and marketing
level due to their purchasing and marketing economies of scale. Bangladesh's income per
capita is comparatively lower than other developed countries. As a result, people will go for
lower-priced utensils and Baggage and more likely to purchase from known brands which
were mentioned above rather than thinking about the environment.

2. Existing Large Corporations may come up with the similar online business project:
Businesses like PRAN RFL may come up with similar business ideas and may also start to
operate from their online platforms if they see the success of the OragBran in the coming
years. They have extensive funding and have enough manufacturing plants to adapt to
produce biodegradable products. They will be able to make apparatus and Baggage at a lower
cost due to the economies of scale, and due to their brand image, the existing customers of
the OragBran who are maybe environmentally concern will also shift to them. This can
significantly reduce the market share and sales revenue for us in the long run.

THE MARKETING PLAN & STRATEGIES:

The critical part of marketing plan and strategies is to analyze the 4Ps of Marketing Mix, and
according to that, OragBran should think about new strategies and prepare a roadmap of how
they will implement those strategies in the coming years to meet our brand’s mission, vision,
goals & objectives.

The Marketing Mix of the OragBran are analyzed below:

1. Product: In the initial stage of OragBran’s launch, we will only offer products such as
home apparatus and baggage which will be made from wheat barns. But we have the plan to
expand by investing behind our development to develop new products such as toys that will
also be eco-friendly and biodegradable. The introduction of new products will help us to
increase our brand presence in the existing market. Also, this will enable us to accumulate
enough revenue to further expand into international markets through our online platform.

2. Price: Oragbran will offer a substitute for the plastic products such as utensils, plates, and
baggage that are biodegradable. In the initial days of the launch, OragBran can use
Competitive Pricing strategies. This is where we will charge a price very similar to the price
of our existing rival firms such as plastic products manufacturer. This pricing strategy will
help us to attract customers and to use our products produced from wheat barns. They will be
eager to purchase our products because they are getting the products at the same price as
plastic products, but these products are eco-friendly and will also be delivered to their
doorsteps without any hassle. Thus, this will help OragBran to increase their customer base
and market share in a very insignificant period of time from their launch.

After building a good customer base and brand loyalty, OragBran can use the Premium
Pricing Strategy. We have the competitive advantages of providing eco-friendly products and
providing the products directly at their doorstep only by ordering from their mobile app or
website by spending only a few minutes. Potential and existing customers who are
environmentally concern will also be ready to pay a higher price since they will perceive this
online business model as a campaign against the pollution of the plastic wastages in the eco-
system and will want to save their country or society from that by purchasing goods from
OragBran.

3. Place: OragBran will at first start to operate from the websites and mobile applications in
the Android & IOS. All of the product information will be represented with a customer-
friendly interface with proper pictures and information. Also, there will be features of
comparative tools so that customers can compare the features and pricing of our different
products before purchasing. Customers will be able to purchase from anywhere in
Bangladesh, and the products will be delivered to their doorsteps and can make payment
through mobile banks or wallets, or they will have the flexibility of cash-on-delivery.

4. Promotion: In the initial stage, these kinds of products will need the attention of the
customers since they are comparatively new in the market. To aware our potential customers,
we will undertake some promotional strategies which have been discussed below:

(i) Buzz Marketing: Before the launching of the OragBran, we should invite some of the
renowned celebrities to endorse our biodegradable products through a short video which will
be posted by them on their social media handles or accounts such as Facebook and Instagram,
which have a massive number of followers. This will create a buzz among the potential
customers for our eco-friendly products as well as will get the attention of the mass-market
consumers.

(ii) Online Advertisements: Secondly, since OragBran is an online business, we should have
a significant online presence, and to do that, we should allocate a considerable amount behind
online advertisements. For example, most Bangladeshis are now using social media. So we
can create a page in the social media platforms where we will provide a daily update about
OragBran’s websites and mobile app. After that, we can ‘boost’ some of the essential boosts
to increase the reach of our posts to potential customers. This will help to improve our online
brand presence.

Moreover, OragBran should do banner advertisements on famous websites to draw the

attention of the customers to their websites and apps as well as promoting their brand on the
online platforms. They can also use Search Engine Optimization (SEO) so that if someone
searches for home apparatus and baggage, the Oragbran website’s links come to the first
page.

(iii) Loyalty Points: OragBran should reward the loyal customers who order online and
purchase their products. OragBran can give 10 points for the purchase of 500tk worth of
products from their online platforms. In the future, they can redeem these points for their
future purchase. For example, for 500points, the customers can purchase a premium utensil
set of OragBran. As a result of this, customers will likely repeat purchases, and brand loyalty
will increase significantly.

(iv) Online Fairs: At last, after few years of operation, OragBran can arrange an
environmental fair in their websites and apps simultaneously by inviting the brands that are
offering eco-friendly products. This will be done to acknowledge the environmentally
concerned firms and eliminate the usage of any products from the eco-system , such as plastic
which is causing bor and water pollution. This will help to the brand image of us as a socially
and environmentally concerned firm.
The Expected Benefits of the OragBran:
To the Society:
The business model of the OragBran will surely help decrease the usage of plastic products
from the eco-system, which is causing very harmful effects on the environment of
Bangladesh. The wastages of single used plastics products such as plates and bags are
causing a significant amount of air & water pollution. Now, the introduction of the substitute
biodegradable products of these single used plastic will surely help to reduce the demand for
those plastic products as people will prefer products that will decompose within few days.
This will reduce the pollution level of Bangladesh. As a result, people of the society will
become less sick, and hence their productivity will not fall in the coming years as they will
lead a healthy lifestyle.

Moreover, the cost of production of OragBran’s products is lower than the plastic products,
and in the initial days of their launch, they will charge a competitive price. This will enable
the potential customers of Bangladesh who have comparatively lower income per head than
other developed countries can purchase those biodegradable products from our online
platforms and will be able to enjoy an eco-friendly lifestyle. This will help to increase their
standard of living in the future as they will be healthier and fit and for which they will not
have to spend behind healthcare services.

To the Government:

Since it is expected that people will prefer to purchase OragBran’s eco-friendly products by
ordering from their online platforms as they will think that this online business model is
helping to reduce the pollution of the environment, and as a result, they will likely join in this
initiative. This will help to reduce the wastage of plastics from the ecosystem, which will lead
to cleaner rivers and tourist spots in Bangladesh. Hence, the online business model of
OragBran will help to boost the tourism and fishing sector of Bangladesh and will contribute
to reduce the unemployment rate and increase the tax revenues for the government.

Furthermore, since people will start to enjoy an eco-friendly lifestyle, they are less likely to
fall into sickness and seek healthcare services from public hospitals. Thus, the government
will have to spend less behind healthcare services, and this may help to reduce their budget
deficit in the long run.
Challenges of Implementing the OragBran’s Online Business Model:

The people of Bangladesh have not that environmentally concern due to a lack of education
and awareness campaigns regarding the harmful effects of plastic wastages. As a result, they
will continue to purchase those products from the retail stores rather than opting for online
purchase of biodegradable and eco-friendly home apparatus and baggage as they do not have
any idea of to what extent usage of plastics is deteriorating our environment and causing
trouble for some of our crucial sector.

Moreover, the competitors in this sector, such as PRAN RFL, are very much a household
brand name in Bangladesh and have a pretty large volume of loyal customer base. As a result,
the potential targeted customers of OragBran are less likely to purchase any products from
that, that too from an online platform in which they are not that accustomed or comfortable.

To overcome these challenges and barriers, OragBran will have to run vigorous promotional
and awareness campaigns to make people aware of our eco-friendly products and to increase
our customer base, and we should have traditional outlets. If we do not feel able to do so in
the future, OragBarn will face a severe cash flow crisis and for which we will have to shut
down our online business process entirely.
THE FINANCIAL PLAN:

In order to start a business, OragBran will need a sufficient amount of capital in order to
develop the new products and, most importantly, to launch the business. The crucial question
is “Where can we get this capital to initiate our business?” as the capital goes to start the
business and cover the costs of our machinery, office equipment, and other expenses such as
website landing costs may be required. Thus, in order to get these funds, we must reach out to
potential investors and convince them to invest in our business which will have a significant
part to improve the environment in the future.

Initially, banks were the only place to get long-term loans in order to start up a business.
However, in recent years, banks are very reluctant to give money to start-up businesses as
they believe they are taking an enormous risk, especially when it comes to online start-ups. In
this country, the number of online companies is not as prevalent as they are in western
countries. Hence, entrepreneurs must look elsewhere to get their capital. One such way of
doing this is coming into contact with Angel investors. This is we believe that the best way
for our business to get our necessary funds. Angel investors are a group of businesspeople
who will fund the initial start-ups and become stockholders of the business; if the business
does blossom in the future years, these investors will sell the interest to venture capitalists
when the business grows even more. In order to get into contact with such Angel investors,
the entrepreneurs can visit www.bdangels.co, which is our nation’s first angel investment
network. Also, we can reach out to some known Business Angels of our business partners
who are likely to invest a significant amount of funds, which help us to develop new eco-
friendly products.

Another option of earning our capital can be through Crowdfunding. As our business tackles
the central issue of plastic pollution and provides an alternative to plastic products, I believe
the people donating their money to us will be doing it for a noble cause, and with that money,
we can launch our business. In order to get such crowdfunding, OragBran can use the website
www.oporajoy.com to fund their businesses like this one of the biggest crowdfunding
websites in the country.
After acquiring a sufficient amount of funding which will be, for example, 5-7Lakh BDT
from the Business Angels, venture capitalists, and Crowdfunding, we will be successfully
able to launch our business on the online platforms, and this amount will also be enough for
our initial production of biodegradable Home apparatus and Baggage.

We have done some vigorous marketing research, and on the basis of that, we have predicted
that our online sales. We have forecasted that our online sales in the first year will be 21000
pieces of baggage, utensils, plates, or cups around Bangladesh and the average price of our
per piece product is 24-25tk. Hence from this information and data, we can predict that the
payback period of the OragBran will be within the first year of our online business
operations, and if we want to be more specific for our potential investors, the payback period
will be 0.9 years (Roughly 11 months).