Confidentiality Agreement

The undersigned reader acknowledges that the information provided by CIVILBABA

Digital Solutions Pvt Ltd. in this business plan is confidential; therefore, reader agrees
not to disclose it without the express written permission of CIVILBABA Digital Solutions
Pvt Ltd.

It is acknowledged by reader that information to be furnished in this business plan all

respects confidential in nature, other than information which is in the public through
other means and that any disclosure or use of same by reader, may cause serious harm
or damage to CIVILBABA Digital Solutions Pvt Ltd.

Upon request, this document is to be immediately returned to CIVILBABA Digital

Solutions Pvt Ltd.

Signature

Name (typed or printed)

Date

This is a business plan. It does not imply an offering of securities.

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 Table of Content

1.0 Executive Summary

1.1Objectives
1.2Mission and Vision
1.3Keys to Success
1.4Start-up costs and funding
1.5 Company Ownership
1.6 Products and Services
1.7 Market
1.8 Strategy.
1.9 Management.
1.10 Financial
1.11 Investor Considerations
1.12 Disclaimer.

2.0 Company Summary

2.1 Start-up Summary.
2.2 Start-up Funding.
2.3 Company Ownership

3.0 Products and Services

3.1 Business Model
3.1.1 Competitive Landscape

4.0 Market Analysis Summary

4.1 Market Segmentation
4.2Target Market Segment Strategy

5.0 Strategy and Implementation Summary

5.1 SWOT Analysis
5.1.1 Strengths Weaknesses
5.1.2 Weaknesses
5.1.3 Opportunities
5.1.4 Threats
5.2 Competitive Edge
5.3 Sales Strategy

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 5.3.1 Sales Forecast

5.4 Milestone
5.5 Marketing Strategy
5.6 Pricing Strategy
5.7 Sourcing Strategy
5.8 Locatiom and facilities

6.0 Management Summary

6.1 Personal Plan

7.0 Financial Plan

7.1 Break- even Analysis
7.2 Projected Profit and Loss
7.3 Projected Cash Flow
7.4 Projected Balance-sheet
7.5 Business Ratios
7.6 Long term Plan
7.7 Important Assumptions
7.7.1 Risks
7.7.2 Entry Strategy
7.7.3 Invester Interest
7.7.4 Exit Strategy
Appendix

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1.0 Executive Summary

This business plan will show how an initial investment of only Rs 10cr and subsequent
funding rounds of Rs 50cr in 6 months and Rs 150cr in 1 year could yield cumulative net
profits in excess of Rs 50cr over a three-year period, and average monthly sales of Rs
200cr while maintaining adequate levels of liquidity.

The purpose of this plan is to secure initial angel funding of Rs 10cr from an investor to
cover the start-up growth costs.

CIVILBABA Digital Solutions Pvt Ltd is a start-up business dedicated to providing digital
solutions to the Construction Industry through its tech enabled products listed as
follows:-

1) CIVILBABA JOBS PLATFORM (WEB/APP)- (India’s Exclusive Jobs Platform for

Construction Industry)

2) CIVILBABA B2B PORTAL(WEB/APP)- (Exclusive Business Portal for Construction

Industry)

1.1 Objectives:

● To attract/onboard a minimum of 5000 construction companies on CIVILBABA

Jobs to post their hiring requirements for construction
professionals(engineers/managers/Top management professionals) in the first
year of operations
● To onboard a minimum of 1 lakh construction professionals also in the first year
of operations
● To onboard 20 clients on CIVILBABA B2B platform to order materials worth Rs
100cr also in first year.

1.2 Mission & Vision:

● Our Vision is To be the go to platform for professionals, companies, consultants

& students in the construction domain globally for lead generation, vendor
discovery, Recruitments, mentorship and education..

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 ● Our Mission is To reinstate Civil Engineering to its pinnacle where it was ages
ago by providing innovative engineering and digital solutions to our clients &
introduction of digital technology in the construction industry through continuous
performance improvement

● Our values are critical to our success. They are the strong foundation of
CIVILBABA as it defines who we are, and sets us apart from our competitors.
They underline our vision of the future. These values include:
● Performance excellence. We act like responsible owners, always seeking to meet
or exceed expectations.
● Teamwork. We act as a team, committed to each other, and bound by trust and
loyalty. Integrity. We treat one another, and all our stakeholders with dignity and
respect.
● Honesty, ethical behavior, and integrity are fundamental business conduct.

1.3 Key to Success:

● Existing satisfied customers of the parent company to drive initial

business/revenues and removing barriers to entry.
● Onsite construction experience of 28 years to understand, guide and educate the
team on on-ground psychology of the construction professionals
● Young and energetic in-house team of IT professionals to execute the long term
vision of CIVILBABA products.
● Excellent product and service that will build and maintain customer loyalty by
delivering brand promise.
● A team that understands that startups are dynamic and is readily open to
accepting and implementing changes promptly to achieve growth.
● A business location that will assure high company visibility and a high flow of
customers.
● Proven/successful entrepreneurship journey of the founders to run businesses
and scale.
● Our commitment to make CIVILBABA a success.

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1.4 Startup Cost & Funding:

After due consideration and research we had decided to start developing the product.

We are past Minimum viable product stage and are in pre-revenue stage.

We have estimated total expenses to be a tune of Rs 10 cr in future. The numbers in the

financial model are meant to reflect these estimates. The company capital will be_____.

Mr. Rajesh Jindal and Mr. Abhik Jain as co-owners have provided bulk of the financing
till now. The amount is to the tune of Rs 1.5 crore which is justified as per the P&L and
Balance sheets.

The purpose of this business plan is to secure financing for the amount of Rs 10 cr.

An investor and co-owner is welcome to participate in the company's capital for the
amount of Rs 10cr, and could be offered a portion of 15 percent ownership of the
_____company capital. The funds provided by the investor will be used as follows.

1) Tech (_%)
2) Marketing & Branding (_%)
3) Sales (_%)
4) Infrastructure (__%)
5) Admin (__%)
6) Others (__%)

More details about the investor's potential interest in the company are provided in the
important assumptions section of this plan.

Our cash-flow analysis demonstrates the company's ability to become profitable and
provide value to the investors by promising a great ROI in future.

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1.5 Company Ownership:

CIVILBABA DIGITAL SOLUTIONS Pvt Ltd is a private limited organisation owned by Mr.
Rajesh Jindal and Mr. Abhik Jain

A new investor will be invited to participate in the company's capital.

At the time of writing this business plan, CIVILBABA plans to issue ___ shares of __ par
value common stock. The issued and outstanding common stock would be ____.

Mr. Rajesh Jindal and Mr. Abhik jain would receive __& shares of ___ par value, or ___
percent ownership each. Their total contributed capital would be _____.

In return for investing Rs 10 cr in the company capital, the new investor would receive
____ shares of ___ par value, or ___ percent ownership. The new investor would be
invited to discuss the quantity and quality of the stock to be issued before further
change in the incorporation structure procedures are initiated. Additional information
about investor's interest. entry, and exit strategy is available in the important
assumptions section of this plan.

1.6 Product and Services:

Essentially CIVILBABA Digital owns two products-
1) CIVILBABA Jobs - An exclusive jobs platform for the Construction Industry
2) CIVILBABA B2B - A tech enabled B2B marketplace exclusively for the construction
industry

1.7 Market:

Construction Industry employs roughly about 51M professionals in India including blue,
white and grey collared professionals which is due to grow to 73M by 2025 due to the
push by govt in Construction Sector.
There are total of Rs 4.24 Lakh civil engineers who complete their graduation/diploma in
a year. Considering a working age of 35 year, it is estimated that total of approx. 1.5cr
qualified civil engineer in India. However, it is learnt that about 1/3rd civil engineer don’t

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pursue Civil Engineering as career which leaves 1cr active civil engineer in India at
present.
There are 1.75 Lakh registered companies in India as construction companies. This is in
addition to people working individually at very small level without registration. We
consider there is an average of 5-7 people in each registered company as support staff
i.e. account, finance, store, procurement, admin, HR, business development etc. That
makes approx. 10 lakh more people who are directly associated with construction. In
last 5 years, an average of 90000 major construction equipment are being sold in India
considering average life og 10 years.
There are total of 9 lakh equipment in working condition in india as of now. There are in
addition to small equipment like winch machine, DG set etc. Considering one equipment
operation require at least 1.5 person to operate & maintain there is market of 15 lakh
people.
In addition, construction industry employees such as electrical, mechanical, computer
engineer which constitute 3.5% of total civil engineer i.e about 4 lakhs. Hence, the total
addressable market size (TAM) is = 100 + 10 + 15 + 4 = 129 Lakhs This is the TAM for
white collared professionals only. If we assume the market for blue collared
professionals – it can be easily estimated to be around 380 Lakhs (510 Lakhs - 129
Lakhs). But in our industry, direct employment is not done by main contractors but it is
done usually through small labour contractors. If we take the TAM for jobs (demand
side), our industry as an attrition of 22% per annum. Going by this logic we assume that
there are around 28 Lakh jobs in a year in the construction industry.

1.8 Strategy:

Initial 3 months we will be relying on personal relations and data already generated from
job portal. We will be using candidates also who got job from our portal and holding
relevant position in that organization. With time our tele caller and on field sales team
will be responsible for customer acquisition. We shall be using technology and other
websites to identify customers who have got new projects and they will be our prime
target. Social media will be used extensively to create awareness for organic growth.
We shall be using a reference of successful candidates and satisfied customers to
spread word of mouth and create a chain for client acquisition. We shall also be using
influencers, advertisements, attending, sponsoring and conducting events related to the
construction industry.

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For B2B, we plan to start from north india, then we have identified 8 construction hubs
where there are headquarters of 80% of construction companies. We plan to open our
office in guwahati, hyderabad, Ahmedabad, Kolkata, Bangalore, Mumbai, Chennai in this
sequence in next 12-18 months time. Thereafter our immediate target market are
bangladesh and vietnam.
In first year, we want to focus on job portal, B2B segment, and community creation. This
will be creating lot of authentic data with us and then we plan to enter into edutech,
upskilling, NBFC, other industries associated with construction like glass, tiles, paint,
sanitary and electrical in big way. Other products may be included based on the learning,
research and finances at the end of 1st and second year

1.9 Management:

Our management will use resources wisely, operate profitably and abide by laws and
regulations. Our management philosophy is based on team work, responsibility, and
mutual respect.
CIVILBABA Digital Solutions Pvt Ltd operates in an environment that encourages
creativity, diversity, growth, and performance.
Mr. Rajesh Jindal is the Managing Director of CIVILBABA Digital Solutions Pvt Ltd
assisted by his partner, Mr. Abhik Jain.
We have also identified professionals for some key positions like tech, marketing and
sales which shall be inducted soom.

A small synopsis of the founders.

1. Rajesh Jindal, Founder & Managing Director

● B.E (Civil) , Punjab Engineering College Chandigarh, 1993
● 28+ years of Experience in Core Infrastructure Construction Industry
● Worked with RITES, L&T Ramboll, Punj Lloyd Limited, DS Construction.
● Worked on PPP, EPC, HAM & BOQ model at senior level
● Founded CIVILBABA Infra Consultant Pvt. Ltd. in 2014.
● A successful entrepreneur and hardcore technocrat .

2. Abhik Jain, Co-Founder (CIVILBABA Digital) & COO

● B. Tech (Civil) & PGP in Infrastructure Finance from NICMAR, Pune .
● 9+ years of Experience in Project Management & Software Development.
● Worked with Samsung Construction & CIVILBABA Infra Consultant.

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 ● Conceived idea for digital solution for construction Industry.
● 3APS IN CONSTRUCTION PROCUREMENT

1.10 Financials

According to our conservative estimates. CIVILBABA DIGITAL SOLUTIONS Pvt Ltd is

expected to maintain a healthy financial position over the next five years since our
competitors are already profitable after fundraising.

Job portal is expected to be offered free to clients initially but the entire salary and
marketing expense is expected to be covered by the operations of B2B.

Our company is expected to break even in the ___ years of operations.

We also expect to be profitable in the third year of operations, with profits increasing
over the next four years, as we establish and increase our customer base.

Our main concern will be to have sufficient cash on hand to meet our payment
obligations for purchase of goods, salaries, price competitiveness and be prepared for
unexpected needs of cash.

Our conservative projections indicate that our business model is robust and should be
able to generate positive cash flows and sufficient cash reserves in future to create
enough wealth for the investors.

The ratio analysis clearly shows that CIVILBABA's financial position is expected to
remain strong, as measured by its liquidity, long-term solvency, and cash flow adequacy
ratios.

The company's profitability, as measured by its profitability ratios, is excellent, and will
gradually increase over the next five years. This performance will probably be rewarded
by a higher market price when the company decides to go public.

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1.11 Investor Considerations:

For investing Rs 10 cr in the company's capital, the new investor would receive a portion
of ownership of 15 percent (__ shares of __ par value).

As the investor will hold 15 percent in this round, we would invite him first to participate
in future rounds that we plan in the next 1 year. The further dilution of shares can be
done on the basis of mutually agreed valuation in future.

According to the share accepted by the investor, he or she can exercise influence over
the company's policies. However, we wish to remain independent in our daily operations
but that will be at sole discretion of the investor.

Depending on the equity partnership, voting rights can also be offered.

According to our conservative estimates, the cumulative dividends that would be paid to
the new investor, based on 15 percent of ownership, over the next five years, would be
___.
Key measures of the expected benefit from the investment are presented in the
important assumptions section of this plan. They clearly show that the risks and
benefits of such an investment would be balanced.

We recognize that any investor in a start-up company, no matter how well on paper,
ultimately needs an exit vehicle. Our purpose is to provide the best alternatives to
protect investor's interest, while maintaining the potential growth of our company, the
liquidity and the profitability of future operations.

There are several options (exit strategies) that could be discussed while considering
alternative methods for the investor securities into readily tradable securities or cash.
These options are discussed in the final section of this business plan

1.12 Disclaimer:
The current unfavorable economic conditions and prospects are carefully considered,
and the estimates included in the plan are conservative. However, investors are advised

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to exercise caution when considering investment alternatives because actual data
almost always differ from projections
This business plan is designed to help investors better understand the potential risks,
costs and benefits of this business project, but it is not intended, and is not to be
considered in itself or any part of it, as an investment offer or solicitation, as regulated
by law. It was developed for sample purposes, and any resemblance to real situations.
people, or data would be purely coincidental.

2.0 Company Summary:

CIVILBABA DIGITAL SOLUTIONS Pvt Ltd is part of CIVILBABA Group of companies providing
array of solutions especially designed to cater the needs of Civil Infrastructure Industry.
Established in Year 2014 CIVILBABA Infra Consultant Pvt Ltd is brain child of Rajesh Kumar
Jindal who brings in 29+ years of experience in the Civil Infrastructure space. With the right
blend of Experience & dynamism, CIVILBABA has expanded into the field of Engineering
Design, NABL Lab, Ready to use ERP system and Digital Solution for Civil Construction
Industry.

We Believe:

1) SUCCESS or failure is highly dependent on the QUALITIES OF THE PEOPLE rather than
Technologies protected by patent or availability of capital facilities.

2) Sound BUSINESS RELATIONSHIP occurs when both sides DRIVE VALUE for one another

3) Anything which is MEASURABLE can be IMPROVED

2.1 Startup Summary:

CIVILBABA JOBS

Today in the age of Artificial intelligence and machine learning, information &
interpretation of data is the key to success of any business. Understanding the
Authenticity of Data and information provided by candidates in their CV is very
important for HR personnel to make informed decision.

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Presently HR Professionals are dependent upon limited inhouse database, Job Portals,
Google searches, LinkedIn/Facebook pages and existing contacts/references for
securing the CVs. All existing Job portals are vertical in nature and serves across
Industry. So, when any employer searching a particular role by putting keyword,
thousands of CVs across industry are thrown on his screen. A lot of precious time is
wasted to study & shortlist the right candidate for interview. At any typical Job Portal,
work experience is subjectively captured and doesn’t reflect the key skills acquired by
the candidate.

In order to overcome the problem, CIVILBABA identified the need of an Job Portal
exclusively for Civil Construction Professionals where all job seekers upload their CV in
their respective category with objective capturing of skill sets. This would translate into
1) Employer can search candidates based on Role/Responsibility, instead of Key Words
2) Employer can choose Industry specific Candidate (Highways, Railways, Building etc.)
3) Portal include not only technical staff but industry specific support staff like HR,
Accounts, Stores, Purchase etc.
4) Portal include CVs of not only Civil Engineer but Mechanical, Electrical, IT
professionals, Plant & Equipment Operators etc.
5) Employers save precious time, hence cost, to shortlist and arrange interview.
6) Option of Verified CVs is available
7) Employer can Post a Job enabling registered candidates to apply for the Job
8) Employer can ask for access of Database of CIVILBABA jobs to shortlist & select the
right candidate
9) Exclusive Dashboard of each Employer is created to manage the activities like Active
Job Postings, all job postings, responses against Job Posting, shortlisted candidates
etc.
10) Directly contact shortlisted candidate from Dash Board

Hence the CIVILBABA JOBS

WHY CIVILBABA BUSINESS

Gone are the days when information dispersal was slow,now in the age of Artificial
intelligence and machine learning, timely information & the use of information in right
earnest is the key to the success of any business. Timely information of a New

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Business Opportunity can sometimes change the course of a whole company. As the
English Says: Sometimes Opportunity Knocks at your Door very Silently.

Presently most of small & medium organizations are dependent upon Google searches,
Newspaper cuttings, existing contacts and unverified social media posts for Business
Development. Visiting company to company, doing walk-in meetings, waiting for hours
in lobby to meet clients, is not helping much. Rather this is a waste of time, money and
dent self-esteem of owners/managers of any organization. There is also a cost
associated with this kind of Business Development method being adopted.

CIVILBABA understands the pain of such organizations and in order to overcome the
problem, CIVILBABA has identified the need of an online platform where all the vendors
(Subcontractors, Suppliers & Service Providers) of Construction Industry can showcase
their credentials to prospective buyers and contact them directly. This would facilitate to

1) Generate Specific & Authentic Business Opportunity

2) Apply for a Business Opportunity directly from portal
3) Avoid walk-in meetings and waiting time
4) Avoid unnecessary travels and save associated cost
5) Reduce cost of Business Development Team
6) Expand your company’s Geographical reach
7) Expand your company to other sectors like Railways, Buildings, Water, Oil & gas etc.

2.2 Startup Funding:

We have estimated total expenses to be a tune of Rs 10 cr in future. The numbers in the

financial model are meant to reflect these estimates. The company capital will be_____.

Mr. Rajesh Jindal and Mr. Abhik Jain as co-owners have provided bulk of the financing
till now. The amount is to the tune of Rs 2 crore which is justified as per the P&L and
Balance sheets.

The purpose of this business plan is to secure financing for the amount of Rs 10 cr.

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An investor and co-owner is welcome to participate in the company's capital for the
amount of Rs 10cr, and could be offered a portion of 15 percent ownership of the
_____company capital. The funds provided by the investor will be used as follows.

1) Tech (_%)
2) Marketing & Branding (_%)
3) Sales (_%)
4) Infrastructure (__%)
5) Admin (__%)
6) Others (__%)

More details about the investor's potential interest in the company are provided in the
important assumptions section of this plan.

Our cash-flow analysis demonstrates the company's ability to become profitable and
provide value to the investors by promising a great ROI in future.

2.3 Company Ownership:

CIVILBABA DIGITAL SOLUTIONS Pvt Ltd is a private limited organisation owned by Mr.
Rajesh Jindal and Mr. Abhik Jain

A new investor will be invited to participate in the company's capital.

At the time of writing this business plan, CIVILBABA plans to issue ___ shares of __ par
value common stock. The issued and outstanding common stock would be ____.

Mr. Rajesh Jindal and Mr. Abhik jain would receive __& shares of ___ par value, or ___
percent ownership each. Their total contributed capital would be _____.

In return for investing Rs 10 cr in the company capital, the new investor would receive
____ shares of ___ par value, or ___ percent ownership. The new investor would be
invited to discuss the quantity and quality of the stock to be issued before further
change in the incorporation structure procedures are initiated. Additional information
about investor's interest. entry, and exit strategy is available in the important
assumptions section of this plan.

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3.0 Products & Services:

CIVILBABA Jobs - An exclusive jobs platform for the Construction Industry

How CIVILBABA Jobs Platform Support HR Managers/Owners?

● Exclusive for the Construction Industry
● 24/7 CV Downloads Option Available.
● Save Time & Cost (Shorten Hiring Cycle)  Dedicated Dashboard Manage Job
Posts at a Glance
● Select Candidates through 8+ Predefined Sectors & 200+ Specialized Skills 
Hire Candidate Across all Geographies

CIVILBABA B2B - A tech enabled B2B marketplace exclusively for the construction
industry.
How CIVILBABA Business Platform Support Purchase Managers/Owners/Vendors?

● Exclusive for the Construction Industry

● 24/7 Post Requirement & Leads are available.
● Save Cost/Time Avoid Walk-in meetings
● Dedicated Dashboard Manage Vendors at a Glance
● Select Vendors through 550+ predefined specialized categories.
● Exponential Expansion To New Geographies and Industries.
● Get Material at low prices than general market
● 24x7 Business Opportunities are available
● 200+ Subcontractor Category  250+ Product category
● Direct Access To Top Management of Corporate

3.1 Business Model:

CIVILBABA JOBS:

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CIVILBABA Jobs is a typical jobs platform where recruiters in the construction industry
can post a job for engineers, managers, CXOs etc. These job postings are matched on
the basis of roles and responsibilities to the relevant candidates who then apply on the
same. These applications can then be shortlisted by the recruiter and advance further
his hiring process.

In addition to this, we will also offer a recruiter panel where access shall be provided to
our database at a cost where the recruiters can themselves shortlist, screen and hire
candidates.

Further, we also offer tech based recruitment consulting for recruiters who wish to take
some extra services like technical scrutiny, verification and negotiation from CIVILBABA.

With large amount of database, premium services shall also be offered to the
candidates with services like premium CV, application advancement, and assured jobs.

Finally, with this database of construction professionals and the prevailing skill gap in
the industry, there is a lot of potential to provide courses along with certifications.

CIVILBABA B2B:

CIVILBABA B2B uses demand aggregation and bulk procurement to provide the best
competitive prices of the materials to its clients.

The CIVILBABA B2B platform is completely free for the employer.

First business model is to aggregate demand and provide the best rate to the client
where we can receive a small trade margin on the transaction.

Second business model is that since we would have the clientele, we could tie up with
manufacturing agencies to launch our own products under the umbrella brand of
CIVILBABA. Here trade margins shall be higher.

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Third, lot of traffic shall be diverted to our website where we shall create advertisement
spaces. These advertising spaces shall be sold to vendors looking for more visibility
and leads

We plan to apply for an NBFC licence soon. In the meanwhile we shall be tying up with
existing NBFCs to provide working capital financing and extend credit lines to
contractors at an interest. This shall be a huge revenue since the ticket size and volume
of transaction is very high.

Finally we shall be providing project resource support, where project managers and
other professionals are provided support for their day to day operations. These leads
can be passed on the vendors which inturn can be subcontractors, suppliers, service
providers. We can charge a subscription for the same.

3.1.1 Competitve Landscape

CIVILBABA JOBS: Naukri.com, Hirect , Apna App are the competitors of CIVILBABA
Jobs Platform but they are all horizontal portals working across domains. None of them
are working with a niche as construction. CIVILBABA Jobs is exclusive for construction
industry catering to various Sectors such as Highways, Buildings, Railways/Metros,
Power/Hydel/solar, Oil & Gas & Wastewater management etc.

CIVILBABA B2B: Ofbusiness, Infra.market & Vendor infra are the competitors of
CIVILBABA B2B. Founders of CIVILBABA have more than 28 years’ experience in field of
construction. Also the existing clientele of CIVILBABA Infra is an asset for us. Entry
barrier for us in this industry is very low as we can leverage our contacts in the industry
better. Further, a large segregated database of construction professionals through
CIVILBABA Jobs platform gives us an added advantage to penetrate the market.

Naukri.com - Naukri.com is an Indian employment website operating in India and

Middle East. Naukri.com was founded in March 1997 by Indian businessman Sanjeev
Bikhchandani.

Benefits & Features:

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 ● Apply to multiple jobs with a single click.
● As an unregistered job-seeker, you have to fill in a form every time you apply for a
job.
● Access unadvertised jobs. ...
● Get best jobs delivered to your inbox. ...
● Track job applications. ...
● Apply for jobs from your mobile

Size:
As of December 2016, Naukri.com had a database of about 76 million registered job
seekers and an average of about 21,000 resumes were added daily while about 5,00,000
resumes were modified daily during Q4 2021.

Profitability:
Naukri posted full-year consolidated revenue of FY 2011 was Rs 800 crore. It marked a
profit of Rs 278 crore.

Market Strategy: The company believes in cross channel marketing to increase its
visibility and reliability among the target audience. As it is not possible to see the shore
of the sea in the same way their target market is not having any boundaries

Apna App- Apna App is a Job Search App with more than one crore registered app users
benefiting from the Job finder services. It was started in June, 2019 by Nirmit Parikh.

Benefits & Features:

● Apna app is completely free for all users.
● They have a report button option in case any employers demand any kind of
money.
● They have strict verification measures for every job post and employers.
● They do not charge any commission from the employers for hiring candidates on
their platform.

Size/ Profitability:
● The blue-collared workers hiring platform claims 16 million users on its
Android-only app with 150K recruiters across 42 cities. While these numbers

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 were claimed in the ongoing fiscal (FY22), the company has demonstrated a
notable financial performance in its first full fiscal of operations: FY21.
● While it claims to be in a pre-revenue stage, Apna recorded a 3.24X jump in its
operating revenue during the last fiscal. Its revenue grew to Rs 16.95 crore in
FY21 from Rs 5.22 crore earned in FY20, according to the company’s annual
financial statement filed with RoC.

CIVILBABA B2B Platform:

1. Ofbusiness
● Ofbusiness is fin-tech company incorporated on 24 August 2015. It caters credit
to Small and Medium Enterprises from all over India
● OfBusiness combines financing and fulfillment, two very different operating
models through technology. Everything from lead acquisition to underwriting to
fulfillment of raw materials and settlement is built on an in-house built Enterprise
Resource Planning (ERP) backbone called OASYS.
● OfBusiness brings in institutional credit (secured and unsecured) to SMEs. They
do this by aggregating several raw materials, getting them financed by local
distributors and financiers, and then passing most of the aggregation benefits,
such as volume discounts from manufacturers, to the SME.
● The above process is termed as “Purchase Financing” and OfBusiness lets SMEs
attain credit lines for an array of raw materials such as industrial steel
(structures, plates, and coils), electrical goods, cement, bulk polymers, chemicals,
building materials and solar installations. OfBusiness then aggregates the select
raw materials that SMEs across clusters order directly to the manufacturer.

Size/ Profitability:
● OfBusiness’s operating revenue grew 2X to Rs 1,748 crore in FY21 as compared
to around Rs 850 crore in FY20. Around 85.47% of this income came via sale of
industrial goods and raw materials. Its sales have ballooned 2.2X to Rs 1,494.1
crore in FY21 as compared to Rs 665.6 crore in FY20. 

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 ● OfBusiness also provides credit lines for the buyers on its platform and it has
generated 12.5% of its revenue from financial services. Such income grew by
33.7% to Rs 219.3 crore during FY21 as compared to Rs 164 crore in FY20. 
● Purchase of industrial goods and raw materials including construction material,
chemicals and agro produce have emerged as the largest cost centers, making
up 86.4% of OfBusiness’s total expenses in FY21.
● Costs of industrial goods and materials grew in line with sales and amounted to
Rs 1,451.1 crore during FY21,124.7% more as compared to Rs 645.7 crore in the
previous fiscal (FY20).
● Since OfBusiness also provided credit line services to its clients, finance cost is
the second largest cost incurred by the six-year-old firm. Such costs grew by
47.4% YoY to Rs 99.8 crore which constitutes nearly 6% of expenditure in FY21.

Infra.market:
● Infra.Market is a one-stop solution for every category of construction materials.
They offer products such as ready-mix concrete, flyash, construction chemicals,
aggregate, cement to name a few. Their products can also be procured from one
webpage without negotiating rates with multiple vendors. With Infra.Market, one
can store their invoices and POs online and pay via bank transfer. Their payment
solution enables customers to 'Buy Now - Pay Later '(BNPL). This not only
removes the hassle of remembering and punching credit/debit card details
repeatedly but also allows consumers to buy items in bulk and settle their
payment as per their convenience.

Size/ Profitability:
● Infra.Market revenue from sales of product was at INR 1,049.13 Cr and revenue
from sales of services stood at INR 13.23 Cr in FY21, a significant jump from
what it had earned in FY20. IN FY20, Infra. Market earned INR 347.5 Cr from
revenue from sales of products and INR 1.16 Cr from sales of services. 
● The startup earned INR 5.3 Cr from its other income in FY21. The Thane-based
startup's total revenue was pegged at INR 1,067.7 Cr in FY21, a 205% increase
from INR 350 Cr it saw in FY20
● The startup has spent INR 29.7 Cr in FY21 for its employee benefits expenses
which comprises salaries, gratuity, PF contribution, and other employee welfare
benefits. In FY20, for the same the startup has spent INR 17.3 Cr. 

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 ● Under other expenses, which comprises rent, insurance, electricity expenses, and
other expenses, the startup spent INR 39.7 Cr in FY21, a 313.5% rise from INR
9.68 Cr it posted in FY20.
The startup further increased its profit by 3.5X in FY21. In FY21, it posted a profit after
tax of INR 30.5 Cr in FY21, a 259% jump from INR 8.5 Cr it saw in FY20.

4.0 MARKET ANALYSIS SUMMARY:

Construction Jobs Market Research

Construction Industry employs roughly about 51M professionals in India including blue,
white and grey collared professionals which is due to grow to 73M by 2025 due to the
push by govt in Constructon Sector. There are total of Rs 4.24 Lakh civil engineer who
complete their graduation/diploma in a year. Considering a working age of 35 year, it is
estimated that total of approx. 1.5cr qualified civil engineer in India. However, it is learnt
that about 1/3rd civil engineer don’t pursue Civil Engineering as career which leaves 1 cr
active civil engineer in India at present. There are 1.75 Lakh registered companies in
India as construction company. This is in addition to people working individually at very
small level without registration. We consider there is an average of 5-7 people in each
registered company as support staff i.e. account, finance, store, procurement, admin,
HR, business development etc. That makes approx. 10 lakh more people who are
directly associated with construction. In last 5 years, an average of 90000 major
construction equipment are being sold in India considering average life og 10 years.
There are total of 9 lakh equipment in working condition in india as of now. There are in
addition to small equipment like winch machine, DG set etc. Considering one equipment
operation require at least 1.5 person to operate & maintain there is market of 15 lakh
people. In addition, construction industry employee such as electrical, mechanical,
computer engineer which constitute 3.5% of total civil engineer i.e about 4 lakhs. Hence,
the total addressable market size (TAM) is = 100 + 10 + 15 + 4 = 129 Lakhs This is the
TAM for white collared professionals only. If we assume the market for blue collared
professionals – it can be easily estimated to be around 380 Lakhs (510 Lakhs - 129
Lakhs). But in our industry, direct employment is not done by main contractors but it is
done usually through small labour contractors. If we take the TAM for jobs (demand
side), our industry as an attrition of 22% per annum. Going by this logic we assume that
there are around 28 Lakh jobs in a year in construction industry.

Construction Business Market Research:

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Total market size of construction is Rs 15 Lakh Cr. ($194 Billion) at present, which is
expected to grow at a CAGR of 11.7%. GOI has committed $1.4 Trillion in Gati Shakti.
100% FDI is allowed & the sector would be contributing about 13% of the GDP by 2025.
So this is a huge market and going to remain so for 2-3 decades. Investments are
planned in the following way:
1) 24% on renewable energy
2) 19% on roads & highways
3) 16% on urban infrastructure
4) 13% on railways Construction industry is expected to reach $1.4 trillion market by
2025. After the advent of COVID 19, the real estate industry is poised to pick up across
India. In short, every sector in Construction is poised to grow over the next decade. The
construction industry also supports 250+ allied industries such as cement, steel, paint,
glass etc. Cement The demand of cement industry is expected to reach 419.92 MT per
annum (MTPA) by FY 27. India’s overall cement production accounted for 262 million
tonnes (MT) in FY21 (Till February 2021). The cement production is expected to
increase by 10% to 12% YoY
.
https://www.ibef.org/industry/cementpresentation#:~:text=India%20is%20the%20seco
nd%20largest%20cement%20producer%20in%20the%2
0world,the%20rest%20with%20public%20sector.

Steel: After the national steel policy in 2017 has given impetus to the steel sector. the
govt has given vision to the steel industry. With this the steel industry is growing at a
CAGR of 8% with projected per capita consumption to be enhanced to 160 kgs by 2030
from current 60 kgs. The rebar market is expected to grow at a CAGR of 4%
https://steel.gov.in/makeindia#:~:text=Capacity%20for%20domestic%20crude%20steel,
110.92%20MTPA%20in%202018%2D19.
https://www.gminsights.com/industry-analysis/steel-rebar-market

Paint: Growing demand from the construction industry, coupled with rising
infrastructure activities, will also drive the demand for the paints industry. The market
for Indian paints and coatings is expected to expand at a CAGR of 8.6% during the
forecast period of 2019 – 2024 This can be seen in the investments done for capacity
building by Asian Paints, Nerolac, Berger paints, Grasim Industries.
https://www.coatingsworld.com/issues/2022-02-01/view_india_asia_pacific_reports/ov
erview-ofindian-paint-coating-industry-in-2021/

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Glass: The Indian flat glass market valued at over USD 3 billion in 2021. The market is
projected to register a more than 7.9% CAGR during the forecast period (2022-2027).
https://www.mordorintelligence.com/industry-reports/india-flat-glass-market Mining
The global construction aggregates market is estimated to account for US$ 393.8 Bn in
terms of revenue in 2018 and is predicted to grow at a CAGR of 6.0% during the forecast
period (2019 to 2027)
https://www.globenewswire.com/news-release/2020/05/07/2029516/0/en/At-a-CAGR-
of-6-0-
Construction-Aggregates-Market-to-reach-over-666-7-Bn-over-2020-2027-Says-CMI.html

4.1 Market Segmentation

Indian Market is segmented in the following manner
● 1% large companies, 4% Medium Companies & 98% Small Companies.
● Market Share of these companies is 20% by Large Companies, 30% by Medium
Companies & 50% by Small Companies.

4.2 Target Market Segment Strategy:

CIVILBABA Digital, Inc. will focus on its target market SME's and Small Enterprises from
PAN INDIA. The target market audience for CIVILBABA Jobs & Business explained
below.
CIVILBABA Jobs:
● Recruiters in Construction Industry- (HR Professionals, Company Owners etc.)
● Construction Professionals- (Engineers, Techno-Managers, Top management
professionals, blue and grey collared professionals, HR/Admin etc
● Students ( Civil Engineering Diploma,Graduate & Post Graduate)

CIVILBABA B2B:
● Vendors in Construction Industry- (Subcontractors, Suppliers, Service Providers)
● Business Development Professionals & Business Owners
● Purchase Managers

5. Strategy & Implementation Summary:

● Recruiters- Connecting with Construction Companies HR's on Call or Personal
Meeting for Job Posting
● Construction professionals- Connecting with Construction Professionals on Call
or Personal Meeting for Closing Job Posting

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 ● Vendors- Connecting with Vendors on Call or Personal Meeting
● Purchase Managers/Project Managers - Connecting with Purchase Managers on
Call or Personal Meeting for New Buisness Requirements
● Students- Connecting with students of Civil Engineering for Improvment in Basic
Skills

5.1 Swot Analysis

The SWOT analysis provides us with an excellent opportunity to examine and evaluate
the internal strengths and weaknesses of CIVILBABA Digital, Inc. It also allow us to
focus on the external opportunities presented by the business environment as well as
potential threats.

Next sections explain major strengths, weaknesses, opportunities, and threats that
CIVILBABA Digital, Inc. should be aware of.

5.1.1 Strengths:
CIVILBABA Digital, Inc. has a valuable inventory of strengths that would help it to be
successful. These strengths include
● Huge Market Size, mostly unorganized & untapped market
● Founders with decades of experience in the industry
● Successful Entrepreneur journey of founders
● Established network of customers and vendors to ease the on-boarding process

5.1.2 Weakness:
Strengths are valuable but it is useful to realize the weaknesses. we have identified
some of our weaknesses.
● Limited IT & Marketing Capabilities
● Mitigation: Bring in Industry expert with enhanced brand value & funds infusion
Capital required to meet marketing & advertisement expenses, required to
enhance market visibility
● Mitigation: Looking For strategic investors to set the marketing strategy rolling

5.1.3 Opportunities:
CIVILBABA Digital, Inc. strengths & awareness of its weaknesses will help it capitalize
on emerging opportunities. These opportunities include but are not limited to-
● Increasing awareness for SAAS and digital solutions for Construction Industry

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 ● High attrition rate (22%), will provide business opportunities to niche portal
● Niche Job portals are in demand and tasted success e.g. APNA.co etc.
● Many B2B portals are unicorns in last 1yr e.g. Infra.Market, Ofbusiness, Udaan
● GOI has taken Digital First approach and major investment commitments

5.1.3 Threats:
Threat the CIVILBABA Digital, Inc should be aware of include;
● Data theft & Cyber security
● Mitigation: Hire cyber security Expert, access to data to staff to be structured
● Attracting top talent at initial stage of operation
● Mitigation: Initially outsource & then induct people with Structured plan of ESOPs

5.2 Competitive Edge:

● Founders are from the construction industry and they know exact needs and
psychology of the industry.
● In addition to the product market which competitors like ofbusiness is doing,
parallely we will be focusing on subcontracting part which is not focus of any
competitors.
● CIVILBABA is already a brand from last 7 years with existing and repeat client. So
cross selling will be much easier
● CIVILBABA name itself is having high retention and recall value.
● Whole product is created considering different psychology and requirement of
various sub-sector of construction viz highways, railways, power,
water/wastewater, real estate, oil & gas, etc
● Whole product is designed keeping in mind the low penetration, use and
awareness of digital platform into construction industry.
● The product is given lot of objectivity by predefining skills based on candidate
profile and suggestive JD for client considering low english literacy in the
industry

5.3 Sales Strategy:

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5.3.1 Sales Forecast

5.5 Marketing Strategy:

DIGITAL MARKETING PLAN(FACEBOOK INSTAGRAM & LINKEDIN TARGET AUDIENCE)

● Location: India
● Age: 18 - 65+
● People who match:
● Employers: Civil Engineer, Architect, Construction management, General
contractor or
● Building Contractor, Job title: General contractor, Construction worker, Building
● Construction Contractor, Construction Supervisor, Building Contractor,
Construction
● Manager or Construction Project Manager, Industry: Construction and extraction
● Estimated audience size:
● 321,600,000 - 378,400,000

ACTIONS TO REACH THIS AUDIENCE DIGITALLY

● Facebook Ads
● LinkedIn Ads
● Instagram Ads
● YouTube Ads
● Influencers marketing
● CIVILBABA Websites
● Campaigns
● Surveys
● Email Marketing
● Search Engine Marketing
● Search Engine Optimization

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 ● Content Marketing
● Viral Marketing
● Referral Marketing

OFFLINE MARKETING PLAN

● Offline marketing plan shall be primarily driven as follows:-
○ First we will target the market for Delhi NCR region within a radius of 200
kms.
○ We shall be doing tie ups with vendors for materials such as rebar steel,
construction chemicals, HT strands etc
○ We shall convert at least twenty (20 clients) with the first 3 months of
operations
○ Then we would be expanding our operations to different products such as
cement, paint tiles etc
○ Geographic expansion shall be such that we would be covering North
region first along with Guwahati.Then we shall establish our offices in 8
major cities of India and cover PAN India in a span of 1.5 years.

For CIVILBABA JOBS-

● Team of 20+ People is working on generating Job
● Requirement from PAN INDIA and simultaneously team of 10+ People working
towards
● Closing of those requirement
● We already have connected with more than 200+ Construction Companies
regarding their day to day and mass jobs requirements
● We have database of 10,000+ Construction Professional like Purchase Managers,
Project Managers, BD Professionals etc.
● Now we are planning to move globally in next 1 year.

5.6 Pricing Strategy:

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CIVILBABA JOBS
● CIVILBABA Jobs is free for Job seekers side
● Employer need to pay to post a jobs premium service 2500+ Gst.
● For Manpower Consultancy service we are charging 8.33% of candidates annual
CTC
CIVILBABA BUSINESS
● CIVILBABA Business is free for Employer side to post requirements so that we
could reach
● the major market in short span of time.
● For Vendors we are charging 20000 Annual Subscription Fees.
○ For Material Supply Demand we achieve a trade margin of about 1 or 2 %.

5.7 Sourcing Strategy:

5.8 Location & Facilities:

6. Management Summary:

Our management will use resources wisely, operate profitably and abide by laws and
regulations. Our management philosophy is based on team work, responsibility, and
mutual respect.
CIVILBABA Digital Solutions Pvt Ltd operates in an environment that encourages
creativity, diversity, growth, and performance.

Mr. Rajesh Jindal is the Managing Director of CIVILBABA Digital Solutions Pvt Ltd
assisted by his partner, Mr. Abhik Jain.

We have also identified professionals for some key positions like tech, marketing and
sales which shall be inducted soom.

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A small synopsis of the founders.

1. Rajesh Jindal, Founder & Managing Director

● B.E (Civil) , Punjab Engineering College Chandigarh, 1993
● 28+ years of Experience in Core Infrastructure Construction Industry
● Worked with RITES, L&T Ramboll, Punj Lloyd Limited, DS Construction.
● Worked on PPP, EPC, HAM & BOQ model at senior level
● Founded CIVILBABA Infra Consultant Pvt. Ltd. in 2014.
● A successful entrepreneur and hardcore technocrat .

2. Abhik Jain, Co-Founder (CIVILBABA Digital) & COO

● B. Tech (Civil) & PGP in Infrastructure Finance from NICMAR, Pune .
● 9+ years of Experience in Project Management & Software Development.
● Worked with Samsung Construction & CIVILBABA Infra Consultant.
● Conceived idea for digital solution for construction Industry.
● 3APS IN CONSTRUCTION PROCUREMENT

6.1 Personal Plan

7. Financial Plan

7.1 Break-even analysis:

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7.2 Projected Profit & Loss

7.3 Projected Cashflow

7.4 Projected Balance Sheet

7.5 Business Ration:

7.6 Long Term Plan

7.7 Important Assumptions:

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7.7.1 Risks

7.7.2 Entry Strategy

7.7.3 Investor Interest:

7.7.4 Exit Strategy: