Introduction

Service:
Bahon is a delivery service where transgender people will be working as delivery persons.They will
provide the services of following:

1.Delivery of foods from restaurants

2.Delivery of parcels from groceries and departmental shops
3.Delivery of parcels from different online businesses.

Service:

Oganizational structure

Organiza

Marketing segmentation

Target market segmentation strategy

After conducting a market research, we came to a decision that our primary market will be the people
aged between 14-70, who has an educational level of over primary class and who has the basic
knowledge of operating technology. We are focusing people who are food lover and loves to to online
shopping.Since, we are doing some thing for the well being of a disadvantaged community, our focus
will also be on the people who are concerned with social aspects.
Market needs:

Market needs refer to the needs that the targeted customers are expecting from the product or
services.After analysing the market, we identified some of the specific market needs that our target
audience are expecting and we need to meet.These are :Speed, Cost, Safety, reliableness and customer
service.

Market trends:
The delivery industry of bangladesh has been rapidly growing over times. Foodpanda started its journey
in 2013 in Bnagldesh. https://www.google.com/amp/s/www.thedailystar.net/lifestyle/news-flash/
foodpanda-completes-three-1335961%3Famp. Back in then, it was only a food delivery service app.In a
few years it started delivery of groceries and FMCG items from different departmental shop.In 2015,
pathao starts its operations in Bangaldesh. https://en.m.wikipedia.org/wiki/Pathao It was a ride sharing
app then.After few years it started providing delivery service and becomes one of the leading delivery
services provider in Bangladesh. Some other companies like uber eats and hungry also operated in the
Bangladeshi market but unfortunately they couldn't sustain their business.All of these companies
started from Dhaka city, later expanded their operations in the other major cities of Bangladesh.
According to https://businessinspection.com.bd/bangladesh-food-delivery-industry/ the delivery
services of Bangaldesh delivers 25,000 deliveries in a day.And the number has been increasing rapidly..
Market trends

Competitors

Our competitor

Foodpanda, Pathao and REDX are our competitors. Foodpanda and Pathao food are the delivery service
have been operating in Bangladesh for many years.Their services include food delivery,B2C parcel
delivery and ride sharing(pathao). Redx is the courier service which provides door to door delivery
service These companies are maintaining their brand image by providing excellent customer service for
many years.They have a large number of loyal customers.

Competitive Advantage:

Competitive Advantage:

We have differentiation competitive advantage.The key difference of Bahon from its competitors is all of
its delivery persons are transgenders.This will have a significant impact on people’s mind who believe in
equality and want the economy of the country grow faster.A country excel faster when people of all
community, gender ,race and religion has the opportunity to be employed.
Another competitive advantage we have is speed. We have enough delivery persons to avoid delivery
traffic cirisis. Most our competitors cannot complete their delivery within the expected time due to
fewness of delivery persons.Since, we do have a large team of deliverypersons, it is feasible for us to
complete the deliveries within the estimated time.

Company and management summary:

Bahon is a delivery service provider operating its operations in Bangladesh.It has a organised
management team and standard HR policy.The organisation will follow Bangaldesh Labor Act (BLA)
2006, while making HR policies of the organisation.There will be specific departments, led by the
department head.The department head will report to the CEO of Bahon. The CEO will oversee the all the
functions of the organisation.

Management team:

Chief Executive Officer:

Tahmid Jahin:
Mr. Tahmid Jahin will serve as the CEO of Bahon. Mr. Tahmid Jahin has completed his Bachelors degree,
major in Finance, from North South University.He earned a Cum Laude distinction. He is a brilliant mind
with great vision.He won 14 business competitions during his undergrad life.Previously, he served as a
Chief Operating officer, in a startup named ‘Teen Canvas’.

Chief Operating Officer and Head of Human Resources:

Rafid Sadat Chowdhury
Mr. Rafid Sadat Chowdhury will be serving as the Chief Operating officer and the Head of Human
Resources of Bahon. He is current undergraduate student of North South University.He has experience
of working in different Startups.

Zoobroraj Khan:

Mr. Zooboraj khan will be the Head of Marketing in Bahon. He is currently pursuing his bachelors degree
in Marketing from North South University. He is a great communicator and an unique ideator. He has
been working in many clubs since the freshman year of his undergrad life.He has won many business
competitions.

Salman Shikder: Salman Shikder will serve as a chief financial officer in Bahon.Mr. Salman Shikder is a
Final year student at North South University.His major is Accounting and Finance .He has also passed Cfa
level 1 exam in the last January. He has also been working as a research assistant in his university.He has
a vast knowledge in Finance and Accounting.

HR policy:
l

Introduction:

Marketing Plan:

Product:
Bahon is a delivery service provider with transger

Price:
Since, delivery with a transgender person is a novel idea, people will go for expensive price.So, we will
set the price a bit higher than our competitors. Our fee of a single delivery will start from 82bdt and will
change according to distance and weight.We will also have discount offers on Eid, Pahela Boishakh and
New year.
Place: In first year, we will cover all over the Dhaka city.However , from 2 nd year we have plans to expand
our business in other major areas of Bangladesh.

Promotion:

Social Media: We will create a page in Facebook and instagram.Everyday, several posts will be posted
from our page.There will be posts regard our service and social concerns.This will help us to reach
greater audience.We will also posts videos regard the life of transgenders.This will seek the attention of
our customers.

Website and App

The app and website that will be used for taking orders, will have some more features that grabs the
attention of people.The features includes videos and stories of transgender people, blogs on their life,
blogs on how equality helps a nation to grow economically.

Influencer Marketing
We will hire influencers for promotions of business. The influencer will talk about our uniqueness that
how we are helping a disadvantaged community, from their verified facebook and instagram page.We
will also launch social media challenge where influencers will invite people to participate

Sales promotion:
In the butterfly stage of our operations, we will offer some discount offers to the customers.We will
provide promo codes to the customers.By using those promo code they will be able to avail discounts.

Email Marketing
Email marketing, a popular marketing tool in the 21 st century ,will help us to build healthy relationships
with our customers.We will send greetings to our customers via email on the special Occasions like Eid,
Pahela baishakh and New Year.

Newspaper
Around 8 million people read newspaper paper daily in Bangaldesh.
https://medialandscapes.org/country/bangladesh/media/print. We will give advertisements of Bahon
on newspaper.This will help us to reach a large number of audience

Equipments
The equipments we will use to operate our businesses:

•Bi-cycles
•Bikes
•Packets of Bahon
•Office Equipment: Computers, Telephones, Air conditioners, Chairs ,Tables, Printers, Stationaries and
all the equipments that are needed.

Location and facilities

The headquarters of our organisation is located in Dhaka.We will provide delivery service in Dhaka in
the initial stage.Since, Dhaka is the capital of Bangaldesh with a population of 20 million people, we will
start from here. From 2nd year we have plans to expand on the other major cities of Bangladesh.The
facilities and service quality will be same in all over the Bangladesh.

Milestones:

There will be a total of four partners managing our business. Each partner will contribute an equal sum
and own an equal stake in the business. Each of the members will invest 250,000 bdt.. The four
members will each be given the heads of the top four departments.  The starting capital for our business
will be BDT 30lacs. Angel investors will invest 200,0000. We will go for bank loans in the 3 rd yea of
operating. We will start out as a small business. But we plan to expand our business throughout
Bangladesh during the next three years.

Nature of the business: