You are on page 1of 47

I am thankful to Mr. Shivkant Upadhaya for giving me an opportunity to Work on the topic of my interest. Apart from gaining knowledge on many important things, it also helped me understand the Market scenario for Tattoo Parlour. This has become clearer then what it was. Working on such a topic has given us a lot of information of the market today. This project surely has helped understand the subject marketing. Indeed, working on this project was a delightful experience. I would also like to thank my Colleague and my Tattoo Artist Mr. Ketan S. Saindane who has been of great help, who provided me with basic information to get started with my very own Tattoo Parlour in near future.

Sign :


Executive Summary The purpose of this business plan is to raise $10,00000 for the development of a tattoo shop while showcasing the expected financials and operations over the next year. The Tattoo Shop, Inkoholics Inc. is a Pune based corporation that will provide tattoo services to customers in its targeted market. The Company was founded in 2010 by Kapil Varadharajan and has 3 promoters. Products and Services As stated above, the primary revenue source for the business will come from tattoo service. At the onset of operations, the Company intends to hire 2 full time Permanent tattoo artists and one fulltime Temporary tattoo artist specialists that will be able to render the services to the Company¶s clients. At all times, the Company will remain within the letter of the law regarding the sale of these services while concurrently maintaining a clean and hygienic facility. The business plan will further describe the services offered by the Tattoo Shop. The Financing Mr. Varadharajan is seeking to raise Rs.321658 from as a bank loan. The interest rate and loan agreement are to be further discussed during negotiation. This business plan assumes that the business will receive a 2 year loan with a 15% fixed interest rate. Mission Statement The Tattoo Shop¶s mission is to become the recognized leader in its targeted market for tattoos and taking the art of Tattooing to a new level. Management Team The Company was founded by Kapil Varadharajan who has more than 3 years of experience as a tattoo artist. Through his expertise, he will be able to bring the operations of the business to profitability within its first year of operations. Sales Forecasts

Mr. Varadharajan expects a strong rate of growth at the start of operations through his sales Promotion Activities. Expansion Plan The Founder expects that the business will aggressively expand during the first three years of operation. Mr. Varadharajan intends to implement marketing campaigns that will effectively target individuals within the target market.

admiration and reverence. Instead. made deep in your skin. which is the second. Dermis cells are very stable. their bearers are judged or misjudged. the tattoo artist would puncture the skin with a needle and inject the ink by hand. deeper layer of skin. awakening fear or desire. astonishment.´ A tattoo is a puncture wound. Tattoos used to be done manually ² that is. What makes tattoos so long-lasting is they're so deep ² the ink isn't injected into the epidermis (the top layer of skin that you continue to produce and shed throughout your lifetime).Introduction ³Tattoos evoke a range of reactions ± from interest. the ink is injected into the dermis. It's made by penetrating your skin with a needle and injecting ink into the area. so the tattoo is practically permanent. Though this process is still used in . usually creating some sort of design. that's filled with ink. They are met with open mouths or frowns.

Today one can find Berbers of Tamazgha (North Africa). A foot switch is used to turn on the machine. y Tattoos are as ubiquitous as humans themselves. but not going deep enough will produce a ragged tattoo. Borneo. Tattooing was widespread among Polynesian peoples and among certain tribal groups in the Taiwan. A tattoo machine is a handheld electric instrument that uses a tube and needle system. Cambodia. The Ainu. On one end is a sterilized needle. from simple line drawings to incredibly intricate designs. which moves the needle in and out while driving the ink about 1/8 inch (about 3 millimeters) into your skin. and going too deep can cause bleeding and intense pain. Japan. Mesoamerica. Mentawai Islands. most tattoo shops use a tattoo machine these days. y Tattoos are most often. North America. traditionally wore facial tattoos. New Zealand and Micronesia. Europe. Most tattoo artists know how deep to drive the needle into your skin. depending on the size and design chosen. South America. y Tattoos have existed almost as long as humans have. Despite some taboos surrounding tattooing. the indigenous people of Japan. created by tattoo artists. the art continues to be popular in many parts of the world. y Tattoos can have an infinite number of shapes. they exist in virtually every culture on all continents. Tattooing has been practiced for centuries worldwide. y Tattoos are applied to most any area of the human body. Philippines. Africa. Getting a tattoo can take several hours.some parts of the world. y Tattoos are but one form of intentional body modification. Arabic people in East-Turkey and Atayal of Taiwan with facial tattoos. M ori of New Zealand. but not always. y Tattoos can be most any colour. Some facts: y Tattoos are created by placing coloured inks or pigments under the top layer of skin. which is attached to tubes that contain ink. .

electric tattoo machines. ball point pens and razors. The history of tattoos is very ancient and seems to be of thousands of years old and even before the birth of Christ. stone. chisels.y Tattoos are often symbolic. hammers. The word ³tattoo´ can have many origins as words in many different . Tattoo History: Tattoos are a very old form of body art and have been practiced from a very long time in civilized human history. y Tattoo instruments can include metal needles. The recorded indication of tattoos comes from the ancient Egypt where wall paintings as old as 2000 BC have been suggesting the use of tattoos in the ancient Egyptian society. sharpened ivory or bone. y The act of tattooing causes the recipient a great deal of pain. sticks. y Tattoos bleed and scab and must be properly cared for while they heal. The etymology of word tattoo provides few very different and interesting answers to the current day practicing of making permanent colored marks on human body or tattooing.

was found in the Ötz valley in the Alps and had approximately 57 carbon tattoos consisting of simple dots and lines on his lower spine. Tattooing has been a Eurasian practice at least since Neolithic times. and the immense popularity of tattoos themselves. dating from the fourth millennium BCE. Various other cultures have had their own tattoo traditions.from the polynesian word µta¶ which means striking something and the tahitian word µtatau¶ which means µto mark something¶. they saw that a mark stayed permanently. etc. Someone had a small wound. to hand-pricking the skin to insert dyes. Tattoos on humans are a type of decorative body modification. Once the wound had healed. ranging from rubbing cuts and other wounds with ashes. Despite the social sciences' growing fascination with tattooing. while tattoos on animals are most commonly used for . is a mark made by inserting pigment into the skin for decorative or other reasons. behind his left knee. The first tattoos probably were created by accident. and on his right ankle. some ten thousand years ago. Tattoos are created by inserting colored materials beneath the skins surface. or dermal pigmentation. The word tattoo is said to has two major derivations. Ötzi the Iceman. Tattooing in Japan is thought to go back to the Paleolithic era. Definition: A tattoo. the practice has not left much of a historical record. and rubbed it with a hand that was dirty with soot and ashes from the fire. Different civilizations have been recorded to use the word tattoo or at least practicing of coloring their body parts for different reasons have been recorded. The history of tattoo began over 5000 years ago and is as diverse as the people who wear them. Other mummies bearing tattoos and dating from the end of the second millennium BCE have been discovered at Pazyryk on the Ukok Plateau.languages have the same meaning and similar pronunciation.

Procedure: Some tribal cultures traditionally created tattoos by cutting designs into the skin and rubbing the resulting wound with ink. and among certain tribal groups in the Philippines. Gloves must be worn at all . South America. Tattooing was widespread among Polynesian peoples. Japan. the art continues to be popular all over the world. which may be an adjunct to scarification. needles. This modern procedure is ordinarily sanitary. The most common method of tattooing in modern times is the electric tattoo machine. North America. The needles are single-use needles that come packaged individually. Mentawai Islands. The Ainu. hand-made and hand held tools with needles of sharpened bamboo or steel. which is attached to an oscillating unit." that is. The unit rapidly and repeatedly drives the needles in and out of the skin. ashes or other agents. Cambodia. some cultures continue this practice. as do some Maori of New Zealand to this day. the ink is inserted beneath the skin using non-electrical. in modern times. New Zealand and China. wore facial tattoos. Mesoamerica. The tattoo artist must wash not only his or her hands. Africa.identification or branding. usually 80 to 150 times a second. Tattooing has been practiced worldwide. the indigenous people of Japan. Some cultures create tattooed marks by hand-tapping the ink into the skin using sharpened sticks or animal bones or. Europe. Traditional Japanese tattoos (irezumi) are still "hand-poked. Borneo. Despite some taboos surrounding tattooing. but they must also wash the area that will be tattooed. which inserts ink into the skin via a group of needles that are soldered onto a bar.

depending on the complexity of the tattoo. The time it takes to get a tattoo is in proportion with its size and complexity. Modern tattoo machines use electromagnetic coils. The first twin coil machine. . the skill and expertise of the artist. the predecessor of the modern configuration. Alfred Charles South of London. O'Reilly's machine was based on the rotary technology of the electric engraving device invented by Thomas Edison. in 1899. 1891 using a single coil. etc.times and the wound must be wiped frequently with a wet disposable towel of some kind. A small one of simple design might take fifteen minutes. The first coil machine was patented by Thomas Riley in London. was invented by another Englishman. the economics of supply and demand. the attitude of the customer. whereas an elaborate sleeve tattoo or back piece requires multiple sessions of several hours each. the costs of running a business. Prices for this service vary widely globally and locally. The modern electric tattoo machine is far removed from the machine invented by Samuel O'Reilly in 1891.

The mind weaves many beautiful designs. which are close to our life. Thus we are able to accommodate a large variety of styles. At Inkholics Inc. we offer thousands of attractive designs from which you can choose. We offer a wide portfolio of tattoo designs. Due to our various interests in different art forms as we well versed with Japanese Designs. we try to encompass every aspect of tattooing making us the one stop shop for all your tattooing needs. With everything from tattoo kits. which are either influenced by components or elements.e. Tattoo Studio. As we are located in Metropolitan area i. Modern Art. our artists are some of the finest and most versatile tattooists in this region of the city. As you enter our studio where the recreation of your mental image as a custom tattoo by qualified and easy going . Whatever type of tattoo you are looking for. Chinese Art etc. We emphasize both interactive creativity between customer and Tattooist.". We understand the needs of the modern tattooist and aim to carry a stock of products that meet the demanding requirements of day-to-day use. Inkholics we help you combine all the elements the aspiring human canvas needs to make the transformation from skin to art. Pune we will be able to cater to a large number of our specific target audience. Ancient Indian Art.About Inkholics Inc. it can be done at ³Inkholics Inc. to tattoo inks. Apart from customizing designs. It requires great talent and expertise to be able to visualize another person's imagination.

staff as mentioned earlier we are just a call away from you so one can easily make an appointment for a consultation. Five years down the line we intend to set up some branches at Deccan and also at Paud road. like U. MISSION AND VISION STATEMENT Mission Statement: Taking art to the next level« Vision: We would certainly expect our tattoo studio to flourish and make good business as the location chosen for the business (Kalyani Nagar). Meld minds with a group of artists who are happy to work with you to get the custom design or body art you desire. We also intend to hire some more tattoo artists who would be professionals from the foreign countries. is favorable. Our modern studio operates above and beyond health department guidelines and our staffs utilize the latest technologies and methods of hygiene maintenance such as autoclave sterilization and one use only needles. or bring in some pictures to co-create a beautiful custom tattoo. choose from our selection of original flash. .S. There would be people also coming from Osho Ashram which is quite near to the tattoo studio and also the college going crowd would add to it.A.

We would also start up our own website so that people all over the world. who are keen about tattoos. Place of sale: Kalyani Nagar. Telephone: 020 26687945. especially tourists would know about our tattoo studio and would like to have them tattooed. GENERAL INTRODUCTION OF THE BUSINESS Name of Business: Inkholics Inc. . Nature of business: Service Unit (Tattoo making). Nature of products: Tattoos.

. less painful.Utility: Trend. Website: www. The business plan seeks to give a business edge to what is basically a creative venture. CORE COMPETENCY: Application of trendsetting temporary tattoos along with emphasis on permanent tattoos since these will be a larger source of income. Advantages: Safe. Nature of Organization: Partnership Organization. Styling. PURPOSE: Inkholics Inc. Profit sharing Ratio: Even and equal distribution of profit and loss. Will provide customers a wide variety of designs in both permanent as well as temporary tattoo categories while ensuring maximum safety and NAME OF THE BUSINESS: Inkholics Inc. is the name of the tattoo studio we intend to start.inkholics. economical and hygienic.

foreigners in the city will form a sizeable portion of our target market. on weekends. on weekdays and 11 a. to 9 p.WORKING OF THE BUSINESS: Inkholics Inc. We expect a higher proportion of tattoo sales coming from this target segment.m. 4.m. Also. LOCATION: We have selected Kalyani Nagar.m. to 9 p. 5. This is because Kalyani Nagar is very popular amongst our target market. Close proximity to Koregaon Park and especially the OSHO Ashram is a boon. Pune as the area for our first tattoo studio. since most of our business will come from college students. LAYOUT: The tattoo studio shall consist of: 1. This is because. 3. The reception The waiting lounge The temporary tattoo booth The permanent tattoo booth A washroom . this is an ideal time. 2. TARGET MARKET: Our main target market is college-going students between the ages of 17-25 yrs.m. Will be open from 2 p.

This is a one time investment so initially. . will be purchased form Goa itself. The manufacture of those tattoo machines is µPioneers¶. they make tattoo machines of export quality.25. 000. The tattoo machine would cost Rs. Machines: The tattoo machines that we would be using. we would purchase 3 tattoo machines (2 Temporary machines & 3 permanent tattoo machine).TECHNICAL ASPECT Skills: The tattoo artists are very talented and are trained by experts and have cleared the certification to go ahead and practice tattoo making as a profession. Tattoo making is not just an art but it is a skill. The tattoo artists are not only trained but also have worked with professionals and have learned a lot.

Inkoholics Inc. a nose ring should be experience worth remembering.Action Control : Minutes of Meeting held at Pune on Dec 20. customer service & the philosophy that every tattoo and piercing. We are dedicated to quality work. Marketing Brief ABOUT US : Our studio specializes in custom tattoo art and body piercing. Kapil Varadharajan.Customers are ensured to specialized service and quality of work from us. The next meeting was scheduled on January 9. The basic layout for setting up the shop was discussed. 2009 at 3:00 pm Duration Of The Meeting: 45 Mins People Present: Miss Mansee Desshmukh. Ketan S. 2010. whether a tiny tattoo or full body art. Miss. The USP and the communication strategy were approved. cover ups. Aditya S. Miss Mansee Desshmukh prepared the creative brief based on the discussion and the marketing as well as product brief. . No tattoo. The advertising objective and communication strategy (key message) was stated by the Account Executive for the benefit of the Tattoo Studio. The Account executive. fine lines and portraits . We focus on customer hygiene and safety. piercing or customer is lesser important than anotherIf you are a kind of a person who cares about how your tattoo looks or feels then our studio is the place to be. Mansee Desshmukh noted all the details pertaining to our expectations to form the marketing brief. Our artists and piercers specialize in custom work. aindane. Pachkhande We discussed the requirements for the advertising campaign regarding the tattoo parlour.

Religious Angels Goth Fish Comic Portraits Write ups Animals Cover ups 10. 8. 4. provides with various quality services. .It will help the customers to keep their tattoo intact.Location: Main outlet: Kalyani Nagar. Our specialization lies in making permanent tattoos. 1. 7. Pune SERVICES PROVIDED: Keeping in mind Safety and hygiene Ink And Needles Inc. to avoid any swelling and any skin reaction. 6. The kit will have an ointment for the tattoo. It will also consist a post-tattoo care manual with the do¶s and don¶ts of post tattooing. 9. 5.Tribal POST TATTOO CARE: We provide a tattoo safety kit to every customer who gets a permanent tattoo done at our studio. 2. This kit will be a post tattoo care . TATOO GALLERY: The various categories of tattoos are as follows: 1. making it less painful. We also provide the customers with tattoo removal facility. TATTOO: We provide the service of both permanent and temporary tattoos. 3.

The permanent tattoos will be starting with the price of Rs . and word of mouth advertising.1200/sq inch then 450/Sq inch and the price will vary according to the size of the tattoo. Marketing Objective: To penetrate in the unestablished tattoo market and changing the rigid mind sets of the people thereby creating a cultural change. . local newspaper advertisements.onwards and the price will vary according to the size of the tattoo. 2. PRICING: 1.TARGET GROUP DEMOGRAPHIC SEGMENTATION: Age: 18 years and above Social Class: Middle class and upper class Sex: Male and Female PSYCHOGRAPHIC SEGMENTATION: Lifestyle: Urban and Youth Mindset: Open minded people who would love experimenting and who loves art. Temporary tattoos will start with the price of Rs 80/sq inch. ‡ Implement a local campaign with the Company¶s targeted market via the use of flyers.

we found out that people consider it a trend and not taboo.1.100 per Sq inch-.Permanent Tattoo for Rs.and Gun Artworks STUDIO East Street next to ADDIDAS Showroom. The prices charged by them are as follows: . 500/ Inch then 750/Sq inch. NAME OF THE COMPETITIVE COMPANIES THEIR ADDRESS AND RATES: We have two competitors in the surrounding area ± SABBYS TATTOO STUDIO in Lane ± 4 Koregaon Park. GAP BETWEEN DEMAND AND SUPPLY: . The instant sticker tattoos MARKET ANALYSIS TREND SETTERS IN PUNE: After SABBY¶S TATTOO STUDIO in Koregaon Park.‡ Develop an online presence by developing a website and placing the Company¶s name and contact information with online directories.750/sq inch. The Mehendi artists 3.80/inch and Permanent Tattoo for Rs. Andy¶s Tattoo Studio is specialized in Tribal Tattoos and the prices charged by them are as follows: .Temporary Tattoo for Rs. The prices charged by them are as follows: Temporary Tattoo for Rs.1500/inch then Rs.1500/inch then Rs. Permanent Tattoo for Rs. we also came to know that people consider it a trend and not taboo. And there is lot of craze among the youngsters.500/sq inch. LOCAL DEMAND: According to the survey we made. The existing tattoo parlors of Pune 2. we are the only tattoo makers in the neighboring area (like Koregaon Park and Kalyani Nagar). COMPETITORS: 1.

demand is more as compared to the supply. Weaknesses: y y No prior business experience Establishing name will take time as it is a client oriented project Opportunities: y y y Large Potential Customer Base Excellent Location Success of Lifestyle Shows like Miami Inc guarantee interest . so there is monopoly in the market. Design Innovation. Young and Enthusiastic Staff. COMPAIRISON OF PRICES AMONG COMPETITORS: Tattoos (RS. Extreme Care given to Hygiene. So to enhance the supply we can grab a huge amount of crowd. Fashion / Style.) Temporary Tattoos Sabby's Tattoo Studio 100/ sq inch 1500/sq inch then 750/sq inch Permanent Tattoos Gun Artworks Studio 80/sq inch 1500/sq inch then 500/sq inch Andy¶s Tattoo Studio No Temp Tattoos 1500/sq inch then 750/sq inch SWOT ANALYSIS Strengths: y y y y y Creativity.As there is only one Tattoo studio in the entire city.

times have changed and now tattoos have become a trendy part of everyday fashion. While the way tattoos have been applied to the skin has obviously changed over the years.y Success at tattoo stalls run by us at various college festivals Threats: y y Threat from better known and established studios like Sabby¶s Studio in Koregaon Park Misinformation about unsafe procedures used in tattoo parlors Research on Tattoo market and trends with a bit of history Nearly as long as people beings have existed. People from every walk of life get tattoos on their body. Once placed. the outcome is relatively the same. One of the most popular forms throughout human history has been tattoos. In tattoo history. criminals and those looking to rebel from society. . Tattoos have been used as everything from a means of identification to simply a form of self expression and beautification. It used to be that the general public had a negative view toward tattoos. a tattoo is usually a mark on the skin that can last a lifetime. they have decorated their bodies in some way or another. Around the world. However. thousands upon thousands of people are getting tattoos everyday. Tattoos were typically reserved for sailors.

It¶s a good idea to go over this tattoo safety checklist to ensure your safety. If you don¶t get a personal recommendation. Once you are satisfied with the tattoo parlor you have chosen. most forms of tattooing today still remain painful during the application and for days following the application. You should contemplate long and hard before actually getting a tattoo. the trend is to get a tattoo that is placed between the shoulder and the elbow. uses quality tattoo equipment. you should ask the tattoo artist for examples of the prior work. If you are thinking about getting a tattoo. You should make sure that the tattoo parlor is fully licensed. you need to decide what kind of tattoo you want to be placed on your body. For males. First of all. If you get a tattoo. and has a good reputation for safety and cleanliness. you need to realize that a tattoo is a longterm decision. Since tattooing is an invasive procedure that can cause bleeding. There are many different trends currently in the tattoo industry. it¶s possible to contract diseases if the tattoo parlor doesn¶t follow proper procedures.Since the market for tattoos is growing more and more each year. tattoo parlors are in turn becoming increasingly more popular. Additionally. it¶s usually not a cheap procedure. your next step is to find the right tattoo parlor. While the price of a tattoo varies greatly depending on the specific tattoo parlor and the amount of work the tattoo requires. The most important factor should be your safety. The final piece to the puzzle when choosing a tattoo parlor is making sure the tattoo artists are talented. While the price should be a factor in your decision. If you do decide that a tattoo is right for you. Not all tattoo parlors are built the same. there are many factors you need to consider before proceeding. it shouldn¶t be the determining factor. Other . you can¶t simply wipe it away with a wash cloth if you don¶t like it.

the tattoos that are placed on the upper back are the largest. Tattoos for females are usually smaller than male tattoos. Common tattoo designs for females include butterflies. multi-colored ink is the trend for females. The color red is especially popular at the moment. the tattoo artist will usually put a bandage over the tattoo. Keep this bandage on at least overnight to ward off . flowers and intricate designs using a multitude of lines and color. Chinese lettering. the upper back and the calf. The main trend is tattoos using solely black ink. The tattoos on the ankle. Trends today include religious passages. While multi-colored tattoos are possible using today¶s technology. while calf and forearm tattoos are generally smaller.trendy locations include the forearm. the choices are endless. As far as what the tattooed image should depict. For females. the lower stomach and the hip area are usually much smaller. For lower back tattoos. As far the tattoo itself. personal tributes and a wide array of detailed artwork. While the trend for males is the use of black ink. the shape of the tattoo is usually oblong and is used to accentuate the natural curvature of the female body. Other body locations include the ankle. many style trends are being followed today. black ink is currently preferred. the lower stomach and the hip area. the trendiest location for a tattoo is on the lower back. Once you have the tattoo on your body. In terms of size.

although using sunscreen over your tattoo is also a helpful alternative. Doing so can damage not only your tattoo but also your skin. For about two weeks to a month.infections. newspapers and magazines recognize tattooing as a well-established art form that. Keeping your tattoo covered is the best advice if you are going to be in the sun for an extended period of time. Since tattoos are becoming more and more popular. you can clean the area with warm water and mild soap. it¶s not a surprise that tattoos are becoming a part of the mainstream culture. has undergone dramatic changes. Once you take off the bandage. be sure to pat dry ± do not rub the area. When drying the area. To ensure that your tattoo keeps its vibrancy over time. You should keep your tattoo out of the sun because the sun can dull or fade your tattoo over time. avoid scratching or picking at it. over the last 10 years. Advances in electric needle machines and pigments provided them with new ranges of color. In the 1970s and the 1980s. professional journals. If you tattoo begins to itch or peel. Current Perception Regarding Tattoos in India y India's core cultural reference books. you should avoid getting harsh soap on your tattoo. The physical nature of many local tattooing establishments also changed as increasing numbers of operators adopted . artists trained in traditional fine art disciplines began to embrace tattooing and brought with them entirely new sorts of sophisticated imagery and technique. delicacy of detail and aesthetic possibilities. Two television shows currently air that depict the life of tattoo artists who work in tattoo parlors. You should also avoid submerging your tattoo in water for a long period of time. you should take steps to protect it.

Today. fashion models. tattoos are routinely seen on rock stars. Market Survey Conclusion: Questionnaire 1. it has now become accepted by ever broader segments of mainstream society. movie stars and other public figures who play a significant role in setting the culture's contemporary mores and behaviour patterns During the last fifteen years. The first is the "tattoo parlour" that glories in a sense of urban outlaw culture. The cultural status of tattooing has steadily evolved from that of an antisocial activity to that of a trendy fashion statement in the 1990s. Are you aware of any tattoo parlour in your locality? Name them 2. The second is the "tattoo art studio" that most frequently features custom. Have you ever got a tattoo done? 3. First adopted and flaunted by influential actors. marketing campaigns aimed at middle. advertises itself with garish exterior signage. two distinct classes of tattoo business have emerged. professional sports figures. Today's fine art tattoo studio draws the same kind of clientele as a custom jewellery store. Do you think it¶s trendy to get a tattoo done? .and upper middle-class professionals. fashion boutique. fine art design.y y y y y Equipment and procedures resembling those of medical clinics -particularly in areas where tattooing is regulated by government health agencies. and "byappointment" services only. or high-end antique shop. offers "pictures-off-the-wall" assembly-line service. the ambiance of an upscale beauty salon. gallery and educational institution art shows across the country. and often operates with less than optimum sanitary procedures. Tattooing is recognized by government agencies as both an art form and a profession and tattoo-related art work is the subject of museum.

We also came to know that there is a lot of craze for tattoos among the youngsters . We also came to know that people consider it a trend and not taboo. What are your fears for getting a permanent tattoo done on your body? 11. What kind of tattoos would you prefer? And why? y Temporary y Permanent 9. Do you have permanent or temporary tattoo? Why 7. What do you look for in a tattoo parlour We questioned 100 people about what they think of having themselves tattooed. Do you have any piercing on your body besides the basic ear hole? y Yes y No 10.4. How often do you visit a tattoo parlour? 6. Would you like to get a tattoo on your body? 5. How much are you willing to pay for a permanent tattoo? 8. We found out that 70 out of 100 people would certainly like to have their bodies tattooed.

especially among the college going crowd. The conclusion we drew after conducting the survey is y Tattoo parlours are popular among the youth between the age group of 1830 years y Most of them prefer temporary tattoos y Hygiene is the primary concern y Awareness of a tattoo parlour is created best by word of mouth publicity y Needle pain is the biggest fear for a permanent tattoo y Arm is the most common body part for a tattoo for men. We also got a clear picture of who our target audience is and how to advertise our tattoo parlour. So we would be having customers mainly from age group between 18 to 30 years. would you like to get a tattoo done? yes maybe no The above statistic helped us in targeting our customers in an appropriate way. . y Now the youth is more open to experiment art work on their bodies y Even the girls are enthusiastic for a getting a tattoo done. .

within a few weeks we will approach Google and Rediff to display our advertisements on their web site for a nominal fee. To create our own community on facebook to target the youth in a large amount. Moreover. marketing and advertising through the internet will prove to be the most . we will initially set up stalls outside the popular colleges and distribute pamphlets and flyers highlighting the inauguration and opening of our tattoo studio. As we know that majority of young people are hooked on to the internet.MARKETING STRATEGY Now that we have established that the target market is between the age groups 18 ± 30. We will offer to give the first 15 clients free temporary tattoos if they get a permanent tattoo done from us. we will send bulk emails to employees of major IT companies in Kalyani Nagar which will feature invitations to visit our new tattoo studio. Also.

Kapil Varadharajan. The Projected Sales. and directions to the Company¶s location. Aditya S. Revenue Reports were designed. For Sales Promotion department we worked out a comprehensive promotional plan. Method of Sales Promotion for the tattoo parlour 1. A Markey survey was conducted that helped us to decide our target market.When the tattoo parlour will open or inaugurated. Special incentives will be given to the parlour members or the regular members. Invites for opening: . Membership: . The Company will also develop its own online website which will feature pictures of the Company¶s artists¶ portfolios. preliminary pricing. Hence. invitations can be sent to college going students since they are our main target audience ³opening of the parlour´. Pachkhande A presentation was made showing the research reports for the logo about the general perception of tattoos in India. the ideas contributed by our team. 2010 at 3:00 pm Duration of the Meeting: 180Mins People Present: Miss Mansee Desshmukh. 2. . Ketan S. the Company¶s contact information.profitable media line for us. the customers will get to know more about us and they can be updated about the parlour. Action Control: Minutes of Meeting held at Pune on Jan 09. aindane.Membership cards or offers can be given to customers in order to promote customer loyalty. Complete working plan was discussed . The Company will maintain a sizable amount of print and traditional advertising methods within local markets to promote the tattoo and body piercing services that the Tattoo Shop is selling we also plan to set up stalls within during major college festivals and cultural festivals featuring traditional tattoos and Indian designs.

where tattoo parlour people will come on marriage occasions for tattooing.The customers are put in an event. The brochures will contain all information about the tattoo parlour like features. Mumbai mirror. etc.The tattoo parlour will have an official website and through the database.) 7.This is the most effective way to boost up the sales of a tattoo parlour. Online registration/booking: -This is a unique type of service. Even tie-ups with social networking sites will be beneficial. services. etc. so that customers can print coupons and come to our store. 5. in which customers who will visit our site will register or book for coming to their residence and do their tattoos and fill online forms giving details of what sort of tattoos¶ they want. Booking can be done for marriage functions also. Since the target audience will be youth. Free standing inserts: . Hence they get discounts or rebates.distributing the leaflets. Online interactive promotion game: .3. orkut. Online promotions: . The sites commonly used are: facebook. etc Online coupons will also be provided. so tattoo parlour can sponsor College events like Rudra and international film festival. etc. 6. twitter. address. The game will be like participitants will be asked a question on topic say³Indian culture´ and the winner get a chance to make a tattoo of their favourite design or . College events: . Promotional activities like. MySpace. (Similar to Mehndi parlours. we will make many people aware of the parlour. standees. 4. setting up a stall in the events. This can either be done in the parlour or at their homes also. etc can certainly be beneficial.Booklets or brochures of the tattoo parlour will be distributed in the newspapers like Bombay times.

During occasions like Valentine¶s Day. either name or initials. . Friendship day the customer will avail discount.Offer incentives for repeat clients and referral discounts to clients who send in their friends and family. Reduce rates:.Since people are filmy buffs or bollywood fans. 8. 9. they would like to have a tattoo of their favourite star. then the questions can be asked on ³BOLLYWOOD THEME´. Referral discounts:.

customer service & the philosophy that every tattoo and piercing.Product Brief About us: Our studio specializes in custom tattoo art and body piercing. Customization . cover ups. 4. a nose ring should be experience worth remembering. We focus on customer hygiene and safety. y To focus on customer convenience and comfort level thereby providing the in house facility to the clients. We have a specialty of Indian theme for tattoos. whether a tiny tattoo or full body art. Primary Moto is hygiene and safety 3. . fine lines and portraits. keeping in mind client comfortability. No tattoo. Our artists and piercers specialize in custom work. At INKHOLICS We have both male and female tattoo and piercing artists. Customers are ensured to specialized service and quality of work from us. piercing or customer is lesser important than another FEATURES: 1. OUR GOALS At Inkholics Inc. We provide with a tattoo safety kit with post-tattoo care manual to all the customers who get a permanent tattoo done . 5. We are dedicated to quality work.Our studio specializes in custom tattoo art and body piercing 2.

y To provide our customers with the best tattoo designs. y Our primary motto is safety and hygiene. y To enhance Customer Relationship Management y To create brand loyalty among the prospect customers. Unlike the other tattoo parlours which do not provide this facility to it¶s customers we are willing to take this step further and satisfy our customer¶s to the fullest . word of mouth publicity being our most important medium of advertising. UNIQUE SELLING POINT: We provide you with services at call in your home itself.

As and when business expands. We will also have a receptionist/cashier. Ketan S. Saindane. has trained under Ben Irani from Mumbai and has worked there for six months. Saindane) Receptionist/Cashier (Mansee Desshmukh) Permanent Tattoo Artist (Ketan S. we will have two permanent tattoo artists and one temporary tattoo artist. Moreover. Saindane) Permanent Tattoo Artist ( Kapil Varadharajan) Temporary Tattoo Artist (Venkatesh Ranganathan) . our temporary tattoo artist has a wide range of experience thanks to his work at various college festivals.MAN POWER PLANNING Initially. more artists will be hired. Our permanent tattoo artist. Organizational Chart: Manager (Ketan S.

8.000 Fixtures & Fittings: Rs.2.10. Studio expenses: The estimated cost for rental of a single room in Kalyani Nagar and related costs is as follows: y y y Refundable Deposit: Rs. Underlying Assumptions ‡ The Tattoo Shop will have an annual revenue growth rate of 12.17% per year.45.000 Electricity Charges: Rs. Furniture and Fixtures: The estimated cost for furniture and fixtures are: y y y y y 1 split air conditioner: Rs.000 . ‡ The Owner will acquire 321658 of debt funds to develop the business.1 speaker system with DVD changer: Rs.35.75.000 1 165 liters refrigerator: Rs.8000/month 2. ‡ The loan will have a 2 year term with a 15% interest rate.5 lakhs Monthly Rent: Rs.35.000 2 Leather couches & chairs: Rs.000 1 5.FINANCIAL ASPECTS Financial Objective : To Increase the Profit margin by 15 to 20% within next 3 years. ECONOMIC ASSESSMENT Requirements: 1.

000 Tattoo Machine: Rs. Temporary tattoo dye: Rs.000/month / Artist (2 Artists) Temporary Artist: Rs. Advertising cost: The estimated advertisement costs are as follows: y Pamphlets/ Flyers/Others: Rs.60.20.000 Fixed Assets: Particulars Air Conditioner Refrigerator Amount 35000 10000 .250/bottle 4. 13000 3.00000(one-time investment) Permanent Tattoo inks/colors:.100000 Total of furniture and fittings: Rs.y y y Mirrors: Rs.000/month Cashier/Receptionist: Rs. 000/month 5.10000 Total salaries: Rs. Tools and Equipment: The estimated cost for tools and equipment is as follows: y y y y (3) Tattoo machines: Rs1.5000 Desktop Computer: Rs. Salaries: The estimated payment to employees is as follows: y y y Permanent Tattoo artist: Rs.1200/bottle Tattoo needle: Rs.10.

65.125 1.Speaker System Leather Couches Fixtures & Fittings Mirrors Computer Tattoo Machine (5 Machines) Total 8000 75000 45000 5000 35000 100000 313.158 Particulars Amount .000 Working Capital Requirement: Particulars Electricity Bill Rent Stationary Telephone Bill Advertising Salaries Travelling & Conveyance Permanent Tattoo Ink (1200 Per Bottle * 70 Bottles Per Year)/12 Temporary Tattoo Ink (1000 Per Bottle * 70 Bottles Per Year)/12 Temporary Tattoo Dye (250 Per Bottle * 150 Bottles Per Year)/12 Total Amount 8000 35000 5000 8000 30000 60000 3200 7000 5833 3.

65.158 * 2= 330316 Sources of Finance: Particulars Promoters Capital Bank Loan Total Amount 321658 321658 643316 Calculation of Sales Revenue: Particulars Temporary Tattoo 12 months * 500 * 100 Customers ( Monthly Customers = 8) Permanent Tattoo 12 months * 2000 * 120 Customers ( Monthly Customers = 10) Total Amount 600000 2880000 3480000 .Fixed Capital Working Capital 313000 330316 Total 643316 Working Capital Requirement:(For 2 months) 1.

33 Amount 3193500 96000 96000 60000 420000 360000 720000 38400 84000 60000 69996 37500 2041896 5250 1500 1200 7500 4500 500 21000 6250 48248.@ 31.B) Less Tax .3 334009.Projected Income statement: Particulars (A)_ Sales Revenue (B) Expenses Electricity Bill Telephone Bill Stationary Rent Advertising Salaries Traveling & Conveyance Permanent Tattoo Ink (7000 * 12) Permanent Tattoo needle (5000 * 12) Temporary Tattoo Ink (5833 * 12) Temporary Tattoo dye (3125 * 12) Depreciation Air Conditioner Refrigerator Speaker System Leather Couches & chairs Fixtures & Fittings Mirrors Computer Tattoo Machine Interest On Loan Total B Net Profit (A .7 2137844.7 .64% 1055655.

6 8500 6800 67500 .316 112.645 643.Net Profit After Tax (Rounded Off) 721645.4 225160.97 721645 Return on Investment: Particulars Net Profit Total Cost Of Project Amount 721.17% Projected Balance Sheet: Liabilities Promoters Capital Amount 321658 Assets Air Conditioner 35000 Less Depreciation 5250 Refrigerator 10000 Less Depreciation 1500 Speaker System 8000 Less Depreciation 1200 Net Profit 721645 Leather Couches 75000 Less Amount 29750 Loan Capital 321658 Less: Installment 96497.

4 Fixtures & Fittings 40500 45000 Less Depreciation 4500 Mirrors 5000 Less Depreciation 500 Computer 35000 Less Depreciation 21000 Tattoo Machines 100000 Less Depreciation 6250 Refundable Deposit Cash at Bank & in Hand Total 1602473 4500 14000 93750 250000 1087173 1602473 Net Profit Division among the Partners: .Depreciation 7500 Income Tax 334009.

250 / per bottle * 150 bottles (per year) = 37500 .350 / per needle * 100 (per year) = 35000 Tattoo Dye = Rs. A loan of Rs.Name Of Promoters Kapil Varadharajan Ketan S.69 20045.107219.33 721645 Sources of Finance: Each partner will contribute Rs. Variable Cost: Permanent tattoo ink / colors = Rs.69 Income (Annually) 240548.33 240548.1200 / per bottle * 70 bottles (per year) = 84000 Permanent tattoo needle = Rs.33 240548.321658 more will be required.500 / per needle * 120 needles (per year) = 60000 Temporary tattoo ink / colors = Rs.69 20045.1000 / per bottle * 70 bottles = 70000 Temporary tattoo needle = Rs. Saindane Mansee Desshmukh Total Income (Monthly) 20045.33 for capital. Break Even Analysis: 1.

a: = 48248. FIXED COST: . INTEREST ON BANK LOAN @ 15 % P. = 1321896 Yearly Expenses = 2041896 5.Variable Cost / Revenue Generated)*100 Profit Volume Ratio = (3193500 / 3480000) * 100 Profit Volume Ratio = 91.Variable cost = 286500 2. FIXED COST: Salary = 720000 General Exp.7 6.a: Value of Assets = 31300 7. PROFIT VOLUME RATIO: Profit Volume Ratio = (Revenue Generated . Revenue Generated: Temporary tattoo ± 600000 Permanent tattoo ± 2880000 Total Revenue generated = 3480000 3.76 % 4. DEPRECIATION OF ASSETS @ 10 % P.

SURPLUS SALE: = (Actual expected sale ± Desired Sale) = (3480000 ±2311948) = 1168052 12.= Yearly Exp.76 %) * 100 = 2311948 9.76 / 100) = 1071804 .M X 12 = 290000* 12 = 3480000 10. NET PROFIT INCLUDING FIXED COST & VARIABLE COST: = (Surplus Sale * Profit Volume Ratio) = (1168052 * 91. + Yearly Interest + Depreciation = 2041896 + 48248. BREAKEVEN POINT: = (Desired Sale / Actual Expected Sale) * 100 = (2311948 / 3480000) * 100 = 66.7 + 31300 = 2121444 8. ACTUAL EXPECTED SALE: = Revenue Generated P.43 % 11. DESIRED SALE TO ACHIEVE BREAKEVEN POINT: = (Fixed Cost/profit Volume Ratio) * 100 = (2121444/ 91.


and the high margin revenues generated by the business will ensure the Company¶s continued profitability during deleterious economic conditions. the business will operate a lean operation. . However. an economic recession may result in a decline in top line income. Exit Strategy If the business is very successful. Based on historical numbers. Most likely. the business could fetch a sales premium of up to 4 times earnings. and as such. the business may have a decline in its revenues. the Company will hire a qualified business broker to sell the business on behalf of the Tattoo Shop. Tattoos services are non-essential services. Mr. Varadharajan may seek to sell the business to a third party for a significant earnings multiple.Contingency Plan In the event of an economic downturn.