MKT330 GROUP PROJECT | GROUP 4

E-BUSINESS PLAN: THE BLOOM PATCH

SUBMITTED TO: SUBMITTED BY:

Mr. Ehfaz Nowman NAME ID
Lecturer, School of Business and
Nyeeb Imtiaz ID- 1831886630
Economics
Jannatul Islam Zaba ID- 1911116630
North South University
MKT330 Abid Ur Rashid ID- 1911953630
Section 1 Nurunnahar ID- 1912699030
Ishrat Binte Islam ID- 1911761630

Date of Submission: April 17, 2022

 Letter of Transmittal
Group 4
MKT330, Section 1
North South University
Plot 15, Block B, Bashundhara, Dhaka-1229, Bangladesh

Date: April 15, 2022

Mr. Ehfaz Nowman

School of Business and Economics
North South University
Plot 15, Block B, Bashundhara, Dhaka-1229, Bangladesh

Subject: Submission of E-Business Plan on The Bloom Patch.

Dear Sir,

With due respect, we are pleased to present The Bloom Patch's e-business plan, which is the
result of our tireless work. It was an excellent opportunity for us to get practical knowledge and
insights on how to manage an e-business. We believe that the lessons we learnt while producing
this report will be beneficial to us in our future careers.

We'd like to express our thanks for providing us with this great opportunity to broaden our
knowledge. We sincerely hope you will enjoy reading this material. Thank you for your help
throughout the whole semester.

Regards,

Nyeeb Imtiaz ID- 1831886630

Jannatul Islam Zaba ID- 1911116630
Abid Ur Rashid ID- 1911953630
Nurunnahar ID- 1912699030
Ishrat Binte Islam ID- 1911761630

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 Table of Contents

Introduction .......................................................................................................................... 1
Situation Analysis ................................................................................................................... 2
PEST ............................................................................................................................................. 2
Similar players in the market ...................................................................................................... 4
Gap Analysis: ............................................................................................................................... 5
Segmentation/Targeting/Positioning ..................................................................................... 6
Segmentation .............................................................................................................................. 6
Targeting ..................................................................................................................................... 7
Positioning .................................................................................................................................. 8
Product ................................................................................................................................. 9
Price ...................................................................................................................................... 9
Place ................................................................................................................................... 12
Promotion ........................................................................................................................... 15
Promotion Goal ......................................................................................................................... 15
Search Engine Marketing .......................................................................................................... 15
Social Media Marketing ............................................................................................................ 16
Content Marketing .................................................................................................................... 18
Paid Advertising Campaign ....................................................................................................... 18
Media Strategy .................................................................................................................... 19
Owned Media............................................................................................................................ 19
Paid Media ................................................................................................................................ 22
Earned Media ............................................................................................................................ 24
Budget ................................................................................................................................ 25
Promotion Budget ..................................................................................................................... 28
Measure .............................................................................................................................. 28
Conclusion and Future Plan ................................................................................................. 29
Reference ............................................................................................................................ 30

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 Introduction

Name and Logo of the business:

Name:

“The Bloom Patch”

Logo:

Big idea:
Our company's core idea is to provide our customers with both locally grown and imported
flowers. The entire procedure is completed online. To run the firm, we'll use our own website
and social media network. People in our country have, as we all know, adapted successfully to
the online shopping structure as a consequence of the pandemic. As a result, this addition to the
flower business will provide clients the option of purchasing flowers from the comfort of their
own home. However, we will also offer additional gifting items, allowing us to participate in the
gift sector.

We will acquire flowers from local and international flower producers and resale them to local
consumers based on the market. For example, we will import rare flowers from other countries,
such as Daisy, Orchid, Black and Blue Rose, Sephora, Lily, and others, and we will sub-contract
flowers that are widely available in our country, such as Jasmine, Red Rose, Carnation, and others,
from actual local flower vendors to ensure that our customers receive the most authentic
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flowers. The flower delivery will be handled by our logistical partner "REDX." And our packaging
will be a selling point for our customers since they will be attractive and ensure full protection
during delivery.

Value Proposition:

1. Option for Customization

2. On-demand service at doorstep
3. Availability of unique and rare flowers
4. Ensuring the quality during delivery
5. Community involvement
6. Fast Delivery

Situation Analysis

PEST
Political:

Bangladesh's political framework greatly affects the business climate of the country. Due to the
newly established digital Bangladesh structure, the country's entrepreneurial culture has
exploded. The Minister of ICT confirmed that the ICT department had invested in 1000
companies. (Islam, 2020) The Covid-19 outbreak has rattled the political system, and our
administration is beginning to recognize the importance of online commerce, which has the
potential to boost the economy and contribute to the digitization of our nation. Furthermore, by
mandating educational institutions, public organizations, and other groups to commemorate
Victory Day, International Mother Language Day, and Independence Day, the Bangladeshi
government has indirectly helped the flower industry. Flowers are essential for these occasions,
as we all know, and as a result, the industry's growth has accelerated, allowing many people to
pursue jobs in it.

However, since importing flowers from outside countries will be one of the crucial activities for
our business so well political relationships with certain countries such as China, Turkey, Malaysia
will be beneficial for us.

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Economical:

With tremendous expand in GDP for the last few years, Bangladesh is now considered to be a
developing country. Almost every business has been affected by this improvement; including the
flower industry. Currently, there are between 15 and 20 lakh florists operating successfully in
their families. (Mim, Floriculture: A lucrative sector in Bangladesh, 2020) Because the value of
the flower business has climbed to 1500 crores, we may deduce that people now-a-days are very
interested in growing flowers. In 2016-17 fiscal year, $86,000 worth of flowers were exported
from Bangladesh. (Ibrahim Hossain Ovi, 2018) As a result, we can observe how much foreign
money comes from the flower sector, demonstrating how the business economic climate is ideal
for businesses. Furthermore, due to the economic development, people are more able to buy
flowers as luxury to decorate their homes and for gifting purposes. The COVID-19 epidemic may
have shaken the economy, but it is still recovering at a rapid pace, and the prospects of a
prosperous environment in the flower sector are a fairly foreseeable possibility for us.

Social:

Our country's social environment is extremely favorable to the flower sector. One of the main
reasons for this is that the countries of South Asia have a diverse cultural heritage. Festivals and
events are celebrated all across our country, particularly in Bengali culture. Because we place a
high cultural importance on festivals and special occasions, we use flowers to decorate them.
Since the beginning, the people of our country and society have greeted the event with flowers.
Pohela Boishakh is Bangladesh's most well-known event, and ladies especially celebrate it with
flowers in their hands and hair. Valentine's Day is another western celebration or day that is
increasingly commonly observed in Bangladesh.

Before the epidemic, sales at these festivals were very high. Now that the COVID situation is
improving and lockdowns are being lifted, cultural festivals and other festivals will resurface in
our social sphere, favorably impacting every business.

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Technological
Bangladesh has come a very long way in the technological sector over the last decade. Nearly
60% to 70% of the population has access to technology. Furthermore, Internet technology has
seen significant advancements. This epidemic, in particular, has opened numerous opportunities
for technological advancements; individuals have understood the need of having internet
connectivity. The number of internet users has expanded in recent years as a result of the
availability of 4G and other technologies. Thus, statistically, these scenarios indicate how
technology is improving the business climate on a daily basis, and our effort, which is online and
based on new technologies, will be a significant step forward for the flower industry.

Similar players in the market

Similar Players In the market Products they offer

UpoharBD Gifts, cakes, food items and flowers

Florista.Delivery Cake, chocolates and flowers

JMC Florist Flowers only.

What “Bloom Patch” has to offer -

We, Bloom Patch offer our customers with customizable flower
bouquets, cakes, and chocolates. Our customers can customize their
desired product just as they want. Our offerings will not be only limited
to chocolates and cakes along with flowers. We shall avail our
customers with other products such as photo frames, balloons, glitters,

Bloom Patch and anything that they desire to add up with their product. Moreover,
we will also reward our customers who come up with a very eye catchy
customized product.
Furthermore, unlike our competitors we shall be running different
giveaways on special events. We will also be running campaigns that
promote self-love.

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 Gap Analysis:
SWOT Analysis

Before diving into Gap Analysis, let’s do the SWOT analysis of our plan first,

Strength
1. Unique online service with
customizable features
2. Premium offering
3. Ability to serve fresh flower
4. Offer Reasonable Price
5. Quicker and Easier option
Opportunities
1. People are becoming more reliant on
online services
2. People are more concerned about
decorating their houses these days.
Also, gifting flowers to the loved ones
has also been rising.
3. As the COVID situation is wearing off,
people are organizing more family
gathering. Thus, need for choosing the
right flower for these occasions are
rising.
Weakness
1. Occasional business: Peaks during
various occasions.
Threats
1. Natural calamities and any kind of
disturbances in the political
relationships with the foreign
countries can affect the flower supply
2. Existing competitors may extend their
services in newer ways which will
affect in capturing our potential
market share.
3. People’s buying power may be
affected due to the economic inflation.

UpoharBD, Florista Delivery and JMC Florist are our closest rivals, however based on our analysis,
they are not the solutions that are both convenient and affordable for the majority of customers.
As previously said, there is no suitable flower shops in the immediate vicinity which allows their
customers to have both affordable yet premium service at their doorstep. People travel from all
around Dhaka to purchase flowers, but the quality is poor. The flowers, for the most part, do not
appear to be fresh. When consumers return home after purchasing flowers, the majority of the
flower have been damaged in some way. Also, this industry currently has a lack of customer
engagement, particularly in social medias. This is the market gap that we're attempting to close
by creating events that will spread word of mouth.

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Furthermore, to deal with the occasional flower sales, we will be adding additional lineups to our
products such as chocolates, cakes, etc. However, there is only one service; Florista Delivery, who
provides flowers, chocolates and cakes which means the market needs more services like this.
That is where we come in. The only POD that we are offering from Florista Delivery is that we will
provide that convenience with added value at a reasonable price while keeping a high degree of
quality and we will be offering more variety of flowers. And as added value, we mean that we
will be targeting both High and Low-price sensitive market segments which is absent in Florista’s
delivered value. In this sense, the bloom patch's concept varies from that of any other flower
business. People won't have to deal with any added tension while buying flowers or flower-
related things. We'll offer flowers, bouquets, floral accessories, chocolates, cakes and gift cards
on our website, Facebook page, and Instagram account.

Segmentation/Targeting/Positioning

Segmentation
We usually tend to give bouquets, flowers, and different floral arrangements to people for every
event and occasion, whether it's Valentine's Day, a birthday, Mother's Day, prominent cultural
events like Pohela Boishakh and Pohela Falgun or any special day in between. Many people are
opting for the more convenient option of purchasing floral gifts from online flower shops. Due to
networked logistics, the delivery of delicate products such as flowers, plants are no longer a
problem. This allows customers to send floral greetings all across the world, even at short notice.
Purchases in this sector have more than doubled in the last four years. The online florist business
has a 5.2 percent eCommerce share, which is increasing. Because of the reliability and comfort,
more and more people are now convinced to order flowers online (Vistex, 2021).

The ability of customization is one of the most significant advantages that individuals receive
from online stores. Customers' wants and demands may differ, and this alternative will enable
them to have services tailored to their celebrations. As a result, customers can have flowers sent
according to their specifications. Furthermore, buyers can view a large number of other flower
varieties presented on the website or page, which cannot be seen in the local stores. People may
find these huge varieties of flowers on a single platform without having to take time out of their

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hectic schedules to visit different stores. By conducting a thorough internet research, consumers
can simply choose the nicest and most appealing flower bouquets for sending special wishes and
greetings (My Flower Tree, 2020).

Hence, the demand of these on-demand flower businesses is thriving in Bangladesh and people
of different ages are now interested in purchasing flowers from these online shops.

Based on the reason of purchasing flowers online, the market can be divided into 3 segments-

1. Gift givers
2. Event buyers
3. Corporate buyers
• Gift givers- Flowers, in any event or occasion, are considered to be the nicest and most
preferred gift. People always have this tendency to wish their loved ones by offering flowers.
This behavior is particularly seen in young to middle aged people. This group of people wants
an easy and reliable option to send flowers to their friends and family when they are stuck in
their busy schedule or even thousand miles away for them (Ryder, 2009).
• Event buyers- Flowers are also used for decoration purposes in different events like
weddings, parties or any ceremony. In this case, people tend to purchase bulk of different
varieties of flowers according to their requirements. Thus, this group of people wants a one-
stop shop to get multiple variations of flowers to choose and order from for the decoration
of events (McPartland & Nelson, 2015).
• Corporate buyers- This particular segment of customers purchase flowers on behalf of a
business. This group is basically price driven as they usually set a budget for this purchase.
For any kind of meetings, conference, official events or even for greeting any guest in the
workplace, people offer flower bouquets. Hence this segment of customers also needs a
convenient solution from where they can order flowers and get them delivered on the due
date without facing the hassle of going out in between their working hours (Rio Roses, 2018).

Targeting
The online flower shop market can be classified into three categories- gift givers, corporate
buyers and event buyers. Each group has its own purpose of purchasing flowers online. The

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segment of gift givers wants the ease and comfort of ordering flowers for their closed ones on
any special occasion amidst their busy life schedule or even staying far away from them. On the
other hand, event buyers want to avail the scope of exploring the vast collection of flowers under
one reliable roof for the decoration purposes. Lastly the corporate buyers require a convenient
place where they can get their desired flowers delivered on scheduled date.

Among these 3 segments, our online flower shop, Bloom Patch, will try to fulfill the needs of the
people who wish to send flowers to their loved ones on different occasions through a dependable
online store but faces difficulties due to their work schedule or living far away from them. Hence
our targeted customer segment would be the gift givers.

Under gift givers, we will target both customer segments with less and high price sensitivity. We
would endeavor to provide both of these segments with the best level of satisfaction through
our product and service based on their preferences.

Now-a-days people are extremely overwhelmed with workloads that they do not get the time for
go out to physical stores to purchase something. In addition, many people have to stay far from
their family and friends due to their job or educational purposes. Hence giving flowers as
greetings to their closed ones by themselves became a major issue for these people. So, we will
attempt to cater to the needs of this segment by providing the ease of sending wishes through
flowers so that they would not have to miss any chance to make their close people feel delighted.

Positioning
We would target the gift givers including both high and low-price sensitive segments who need
the ease of ordering flowers online. Thus, Bloom Patch will position itself as the most dependable,
convenient and cost-effective one-stop gift shop for the high price sensitive group of customers.
On the other hand, we would aim to present ourselves as a reliable and premium grade provider
with a greater level of customization to the less price sensitive segment. No matter whether they
stay close or even far away, making their loved ones feel happy anytime with the most exquisite
flowers would just be a click away.

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 Product

Core product- Flowers are given to express true underlying emotions in the most beautiful way
possible. Hence the core concept of our product is the feeling of gratitude, affection and joy that
someone conveys to others. The desire to obtain that immediate sense of enjoyment elicited by
flowers which expresses genuine delight and thankfulness, resulting in a smile on someone's face.
It's for an instant joy that comes with giving flowers as a present for special occasions.

Actual product- The actual product of Bloom Patch would be different varieties of flowers that
people can give to their loved ones on any special occasion. Our offerings will start from
affordable to premium range depending on the customer’s choice. In addition to this, we would
also provide an option of adding chocolates, cakes and customized greeting cards along with the
flowers.

Augmented product- Ensuring timely deliver to the customers would be our utmost priority.
Generally, consumers tend to be worried and concerned about the online transactions. Hence,
just after the flowers are delivered, customers will receive an immediate photo confirmation as
a proof through their email or Facebook Messenger, assuring them the quality of the products
they ordered.

Price

We've decided on a pricing strategy that incorporates both value and psychology. To guarantee
that production works smoothly and consistently with the greatest possible quality, we will earn
the minimum profit feasible.

The cost will be equivalent to, if not cheaper than, that of other established flower businesses.

● 3rd-year plan: Our primary goal is to make every item accessible to our three segments
of customers which are gift-givers, event buyers, and corporate buyers.
● 5th Year Plan- It will be a cost-effective product that also gives a good value for
customers; therefore, our price will go up a little bit depending on the economy.

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 ● 10th Year Plan- Eventually, our company will be sustained, and we may add more
collections and options to meet client demand by expanding our operations and based
on our sales revenue we might provide a physical store for the mass market.

Product Price

Flowers (Minimum Order) Price (BDT)

Roses (30Pcs) 199/-

Marigold (50Pcs) 249/-

Tuberose (15 Sticks) 199/-

Orchids (10Pcs) 999/-

Gerbera/Daisy (10Pcs) 249/-

Black and Blue Roses (10Pcs) 899/-

Lily(10Pcs) 1199/-

Bouquets (According to Customization Price Varies)

Made of Local Flowers

Small 399/-

Medium 1299/-

Large 5999/-

Assorted Flower Box

Small Box 699/-

Large Box 1799/-

Customized Accessories Set (Starts from) 1099/-

Customized Dry Food Items (Starts from 499/-

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 Revenue Streams
Special Services

For Urgent deliveries or assorted boxes with special items, minimal charges that have to pay while
ordering. People sometimes want to customize their gift boxes as per their choices. These special
services generate revenue and help to gain customer trust and loyalty. This way good words of
mouth help us to enter earned media.

Sales Revenue

Focusing on repeated customers help us to generate more sales. Incentives like discounts help
consumers to purchase more for any coming events and these repeated customers always come
here to avail their discounts. In addition to bringing in new customers, former customers also
advocate bloom patch to their friends and family members.

People from corporate sectors are always busy with their work. So, to maintain office programs
or for decorating or wishing a colleague ‘bloom patch’ provides urgently or any customized
services.

Displaying a more costly or enhanced choice first on displays and informative accessories
generates more sales. Later, we highlight its advantages over cheaper alternatives.

Affiliate Revenue

This strategy attracts high-quality prospects to our business. The affiliate link on our web server
gets a ton of traction. If a customer clicks on the affiliate link, they will be sent to our website,
where they can see all of our custom-designed products as well as re-ordered products and floral
tabs. We get a commission from the affiliate for every visitor who clicks on our link.

Altered Delivery services

Because shipping and handling is included in the price, some consumers are willing to pay more
for our goods if it is free. Instead of adding two separate line items to the pricing, we look for
methods to include shipping and handling expenses in the total cost of the item for online sales.
Sales are increased when we supply our service locally, using this strategy.

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 Place

Sourcing of our online gift shop’s elements:

We will provide people with exclusive flowers as well as additional benefits based on our
customers' preferences, such as chocolates, cake, and customized cards. We'll use the indirect
channel for this, and we all have local and international intermediaries for our essential
commodities. For international intermediary, we will import our products from China. In addition,
we will buy our other important products from our local sellers.

Logistic Strategy:

We will also use an indirect delivery channel after preparing the customized gift according to the
customer's preferences. We will work with "REDX" as a delivery intermediary to deliver our gifts
throughout Bangladesh.

However, using a delivery partner carries the risk of them not being careful enough. It would be
difficult for us to manage our own delivery because our company is so recent. However, once we
have a strong enough brand image, we plan to switch to a "Disintermediation" strategy after 4/5
years.

Options for people to reach us:

Here, people will be able to contact us directly. We will have a social media presence and a
website because we are a completely online gift shop. People can contact us through our social
media pages and our own website. We'll also provide our customer with our emergency contact
number in case of an emergency.

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Customer purchase journey for our “website”

Customer Entrance

Searched for product category

Customized the product within

the category

Chatbox(If customers have any

query)

Place order

Provide adress, information

Choose payment
option(online/cash on delivery)

Confirm order

Get confirmation mail from

Bloom Patch

Get Delivery

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 Customer purchase Journey for “social media platform”

Customer entrance

Searched product catergory

Customize the product

within the category

knock through chatbox

Provide adress, information

regarding delivery(manually)

Choose payment(online/cash
on delivery)

Confirm order

Get confirmation mail/text

Transaction process:

• To make the transaction process as simple as possible for our customers, we will offer
both mobile payment and cash-on-delivery options. We will offer Bkash and Nagad
account options for mobile transactions.

• People who live abroad can use our gift shop to send gifts to their loved ones all over
Bangladesh. Bkash(optional), credit card and 3rd party payment gateways such as PayPal,
Amazon Pay, and BRAC will be the payment methods available to them.

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 Promotion

Promotion Goal
Our first objective of every advertisement and campaign would be creating awareness about our
brand, Bloom Patch. Since it is a new business, letting our audience know about our existence
will be our foremost goal. Then through our promotional activities, we will influence our audience
to choose us over other brands by proving our offerings. And lastly, we will try to push them to
make an action according to the goal of that campaign.

Additionally, in social media promotions, we will try to provide post purchase experience to
create a long-term relationship with our customers.

Search Engine Marketing

For search engine marketing, we will be using search engine advertising to promote our business
through the paid results in SERP (Search Engine Result Page). Primarily, instead of promoting the
product, we will be promoting why someone will purchase our product. Keeping this in mind, we
will be using Google AdWords, then create a search network ad with various extensions and
submit that to google. For the keywords, we will be using Broad Match Modifiers so that
consumers may find us easily by searching some specific keywords. These “specific keywords”
will be highly related to the reasons why one will search for our products. For example: various
national occasions of the country, birthdays, etc. which will be discussed elaborately later in the
‘owned media strategy’ section. Then to increase relevancy and to provide extra information
regarding our business, we will exclude the app, location and callout extension and put the rest
of the 5 extensions with our ads. Moreover, we will set the location to the major cities of our
country so that google can shortlist our ads easily.

We will also be optimizing the landing pages to make our website experience more convenient
for the searchers. We believe these procedures will help us to capture a higher position in Ad
Ranks, so that searchers will easily find us through search engines. We will run these ads through
“Search Network Campaign” offered by google. And the goal of our campaign will be bringing
traffic in our website.

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 Social Media Marketing
Companies utilize social media marketing to engage with existing customers and attract new
ones, all while supporting their desired culture, mission, or tone. Marketers use social media
marketing's purpose-built data analytics tools to assess the effectiveness of their efforts. In social
media marketing all the social sites are utilized to promote a product or services using different
tools and techniques. And likewise, we “Bloom Patch” also use social media marketing in our
promotional plan”.
The social media platforms that we will be using are:
1. Facebook- We will be using our Facebook page of “Bloom Patch” to promote our product.
From our page we will be posting posts followed by stories. We will be also using “Nazifa
Tushi” a well-known actress and model of Bangladesh who shall be our brand ambassador
to promote us over Facebook as well.

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 2. Instagram- Just like Facebook, we shall also have our very own Instagram page of “Bloom
Patch” and from there we shall be posting posts and stories to promote our products as
well. And also, as mentioned earlier Nazifa Tushi is our brand ambassador so we will also
be using her to promote our brand and product over Instagram as well.

3. YouTube- We shall also be using YouTube for our social media marketing as well. In
YouTube we will be giving short ads between videos and also, we shall be using display
ads and true view ads as well.
So, overall, these are the social sites that we shall be using to carry out our social media
marketing.

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 Content Marketing
We will use content marketing to maintain our relationship with our customers. We'll create
excitement so that our customers come to our online platform to see it. To create this buzz, we'll
set up a context which will be called “Excellence in customization” for our customers, and they'll
will decide the winner customer for us by giving their votes.

To promote self-love, we will develop a campaign called "Gift Yourself."

Paid Advertising Campaign

Paid advertising is an internet advertising technique in which advertisers compete in real-time
auctions to have their adverts shown in certain slots on a platform or network.

We Bloom Patch shall be using rich media ads to promote our product and services. Under rich
media ads we shall go for:
• In banner video ads- We shall be using banner video ads which shall be shown in our website
and also on the familiar websites available in the market. We are going to use our brand
ambassador to come up with these ads.
• GDN- The google display network is one of the crucial tools for marketing. By the help of
google you get to promote your product which makes you make higher engagement and get
a huge amount of exposure. Google Display Network (GDN) is a group of more than 2
million websites, videos, and apps where your Google Ads can appear. And hence we are
going to use GDN in our promotional plan as well. With the mindset of getting maximum
exposure, we will be using google AdSense to go for GDN. There we will be selecting our
target customers and targeting websites and pages where we would want our ads to be
placed.

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 Media Strategy

Owned Media
Branding:
There are two types of branding, and we will cover both of them in this.

a. Landing page: We will provide special offers to our customers based on upcoming events
and occasions. Here, we'll make sure that whatever offer our customer selects will take
them directly to our landing page, which will detail all of the details of that specific offer.
Furthermore, we will ensure that the link does not direct our customers to any other
page, including our home page.
b. AB Testing: This will help Bloom patch to test two different separate landing pages to
value which one is more used and also more effective for our online platform. More
specifically, we will have two separate links for that content to inform people about the
upcoming Eid offer. "Eid offers" will be on one, and "15 % off this Eid" will be on the
other. This will allow us to see which link is being clicked the most.

Search Engine:

Since the website is one of our owned medias, so we will be promoting the site through the
search engine advertising in Google. As discussed earlier, we will follow a certain procedure to
stay relevant and top of the Ad Ranks which will be discussed below.

First of all, we will create an entity in Google AdWords, which is particularly known as Google Ads
now. Then we will create a search network campaign, in which we will create a search network
ad. For the record, in the search network ad, we will add the following extensions,

1. Phone Extension; so that searchers can call us when needed.

2. Sitelink Extension; so that searchers can enter specific pages of our website according to
their choice.
3. Structured Snippets; there will be small descriptions regarding our service.
4. Price; so that searchers get an idea about our products’ prices.
5. Promotion; so that searchers will know if there’s any promotion going on in our website.

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We'll rotate between pricing and promotion extensions as needed because Google only allows 4
(four) extensions at a time. Our search network ad will somewhat look like this,

Then, as mentioned, for key words to find us, we will use Broad Match Modifier option. Here, we
will not put flower and gift related words but also reasons and occasions for which customers will
buy our products. For example, we will use, +Fresh flower delivery, +birthday flower,
+chocolates, +Eid festival, +Anniversary, +cakes, +birthday cakes, +orchids, +black roses, +lily, etc.
words will be added.

Next, we will select locations where our ads will be triggered. For that, we will use “Advertise in
specific postcode, cities or regions” and use the major cities like Chittagong, Dhaka, Sylhet etc.

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This is how we will be using the search engine marketing to promote our owned media.
Affiliate
We've divided our Shop into two sections, each of which allows customers to customize their
product. One category is highly customized product at a premium price, while the other is
customized product at an affordable price. Here, we'll work with Instagram content creators to
increase exposure for our shop and they are Safa Shareef (Make-up artist, Fashion blogger) and
Sunehra Tasnim (Influencer). We will provide both a promo code through which anyone who
purchases our product will receive a 10% discount. In addition, the content creators will receive
a commission on each purchase made through them.

Content
“Excellence in Customization”

Here, we will reward our customers based on their personal customization preferences. We will
choose the top ten customers each month based on their unique customization from among all
customers who have purchased a customized gift from us. To ensure a fair competition, we will
create a poll on our social platform for the ten customers in which anyone who visits our platform
can vote for their favorite. The winner of the month batch from our shop will then be determined
by who received the most votes. In addition, the winner will send us a short speech video, which
we will post on our timeline with their permission.

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 “Gift Yourself”

We will encourage people through our social platform to invest in themselves in order to
promote self-love and brand awareness. The campaign's objective is to "break the stereotype."
Purchasing something for our own enjoyment or gifting ourselves for our own success is
something that should be widely promoted and appreciated. Also, we will have a
group/community where anyone can share their "gift yourself" story in order to raise mental
health awareness. This will also inspire others to be self-assured and courageous in their own
lives. This group is open to anyone who enjoys talking about self-love.

Paid Media
A paid media is someone else’s owned media and we have to pay in order to use that media. A
paid media works as a bridge and hence takes people to owned media or earned media. And just
as we have mentioned in our promotion part, we too have some paid media which we shall be
using to promote our product and service along with our brand Bloom Patch.
1. Facebook: As mentioned earlier we shall be using our Facebook page from where we shall
be uploading post and stories. And not only had that in Facebook to boost our ads we shall
be using few Facebook paid tools as well. And specifically, we shall be using:
i) Right column ads: Our ads shall appear on the right column part of the Facebook
and people who will be using Facebook via a laptop of desktop can see these ads of
ours. So, whenever a person would log into their Facebook accounts from a desktop
or laptop they would come across our ads.
ii) Feed: We shall also be using Feed ads as well. Our ads shall appear on the News
feeds of the people irrespective of what devices they are using their Facebook from.
This form of ads placement shall get us maximum exposure to the maximum number
of audiences.
iii) In stream videos: We shall be using in stream videos as well. This kind of ads will
appear on both Facebook live and normal videos. People watching Facebook live or
any video on Facebook will come across these ads.

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 iv) Stories: As stories are a part of Facebook now, we shall be placing our ads on stories
as well. A huge number of people are now exposed to Facebook ads and hence this
shall be a good option for us to maximize our exposure.
2. Instagram: In Instagram we shall be using 3 placements for ads. One shall via Instagram
post, another one shall be via Instagram stories and lastly the explore page. We think 3 ads
placement for Instagram shall be adequate as these 3 are the most visited sections of the
Instagram. So, placing ads in these 3 sections shall avail us with highest number of
exposures.
3. YouTube: As we all know YouTube is a huge platform with a huge number of users and
spectators so will be placing two types of ads on YouTube. We shall be using both display
ads and true view ads on YouTube.
i) Display ads: For example, we shall be using the top and left corner of the YouTube page
to place our display ads. These ads will be static in nature and will not contain any audio
visual.

ii) True view ads: For true view ads we shall be using –
a. In stream ads- We are going to place our ads in the bumper and mid-roll. Bumper
ad is that at the very start of the YouTube video there shall be 6 secs non skip able
ad of ours will be placed. And as for the mid-roll placement, our ads shall appear at
the middle of the YouTube videos.

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 b) In search ads- Our ads will appear once a person searches for certain keywords that
matches with ours. In this way whenever he/she will search something related to gifts
and flowers our ad will appear before them.

Bidding
In case of bidding strategy, since we would want to place the ads where there is a higher chance
of getting clicks on our advertisements or driving traffic to our sites. Hence, we would select CPC
or Cost Per Click as how we are going to be charged. With manual CPC, we will set the maximum
amount that we are willing to pay for each click, where we would only be charged when an
individual clicks the advertisement. Here, for each bid, we would set $2. Additionally, we would
set a daily budget of $40 and monthly budget of $1216 ($40x30.4). The entire bidding process
will be based on the keywords that we will specify for each advertisement. Since we just have to
pay the minimum that is needed to secure the first position, we might have to pay less than our
maximum bid.

Earned Media
We will arrange a competition through social media among our customers for the upcoming Eid.
This competition is only open to customers who have made a purchase from our store. We'll
encourage our customers to write their stories about why and for whom they bought Bloom
Patch gifts. Bloom Patch will give away Eid gifts to the best story writer. To keep up the
engagement, we will allow the general public to vote and share.

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 The whole Competition Process

General people
Customers have They have to
will Based on vote,
to show proof of submit the story
vote,share,like the winner wille
puchasing from writing within
the best strory be annouced
"Bloom Patch" 150 words
writing

Budget

Loan / Financing (BDT) First

Year
60% Debt Financing 1140000
40% Equity Financing 760000
Total 1,900,000

Cost Statement

Cost Assumptions
Cost Details 2022 2023
Variable Cost Assumption:
Raw Materials 300000 400000
Direct Labor 42000 45360
Miscellaneous 22000 26900
Cost of Goods Sold 364000 472260

Marketing and Promotion Cost:

Advertisement Expense (Digital, Affiliate and social media) 500000 900000
Total Marketing and Promotion Cost: 500000 900000

Supply Chain:
Transportation Cost (40% of Total Subcontractor Expense) 82000 87740
Total Supply Chain Cost: 82000 87740

Total Variable Cost: 946000 1460000

Fixed Cost Assumption:

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Salary Expense 113000 122000
Utility Expense 23000 27000
Rent Expense 410000 480000
Depreciation Expense 14000 23000
Office Expense 76000 78000
Farming Expense (Machine, Equipment etc.) 33000 63000
Subcontractor Expense (60% of Total Subcontractor Expense) 123000 131610
Total Fixed Cost 792000 924610
Total Cost 1738000 2384610

Income Statement

Income Statement
2022 2023
Sales: 2306000 3185240

Cost of Goods Sold:

Raw Materials 223000 238250
Direct Labor 42000 45360
Miscellaneous 22000 26900
Subcontractors Expense 205000 219350
Less: Total Cost of Goods Sold 492000 529860

Gross Profit: 1814000 2655380

Operating Expense:
Salary Expense 113000 122000
Utility Expense 23000 27000
Rent Expense 410000 480000
Depreciation Expense 14000 23000
Office Expense 76000 78000
Farming Expense (Machine, Equipment etc.) 33000 63000
Advertisement Expense (Digital, Affiliate and Social
313000 402000
Less: Total Operating Expenses 982000 1195000

Net Profit Before Tax 832000 1460380

Less: Tax Expense (7.5% in BD for E-Commerce) 62400 109529

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Net Profit After Tax/ Net Income 769,600 1,350,852

Return on Investment

Year 1 Year 2
ROI (Profit earned on investment/ Cost of that investment) *100% 44% 57%

Break Even Analysis

Break Even Analysis First Year (BDT)

Total Fixed Cost 792000

Sales Prices/ Unit 15629

Variable Cost/Unit 42

Break Even Units (Fixed Costs ÷ (Sales price/unit – Variable costs/unit) 51

Cash Flow Projection

Cash Flow Projections

2022 2023
Cash Flow from Operating Activities:
Net Income 769,600 1,350,852
Add: Depreciation 14000 23000
Less: Increase in Inventories -332500 -346700
Add: Increase in accounts receivable 345900 477786
Net Cash Flow from Operations 797,000 1,504,938

Cash Flow from Investing Activities:

Add: Ending Fixed Assets (Machineries and Equipment, Office) 109000 141000

Less: Beginning Fixed Assets -109000

Net Cash Flow from Investing 109000 32000

Cash Flow from Financing Activities:

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 Loan Repayment (Long-Term Loan) 300,000 360,000
Net Cash Flow from Financing 300,000 360,000
Net Increase in Cash/ Net Cash Flow 388,000 1,112,938

Promotion Budget

Platform Spend (Taka)

Google Search Ads 110,500 ($1300 Yearly)

Google Display network 372,300 ($365 Monthly)

Facebook Ads 173,230 ($2038yearly)

All Facebook Conversions (Additional Spend 212,500 ($2500 Yearly)

on Boosted Posts)

Celebrity Endorsement (Facebook+ 36,0000 (yearly) (30,000 Monthly)

Instagram)

YouTube ads 336,600 (Daily Budget $11)

Content Marketing 100,000 (Yearly)

In Banner Ads (160x600 Px) [Wide 50,000 (yearly)

Skyscraper)

Bidding 300,000

Total 2,016,130

Measure

To measure the effectiveness of our company in terms of evaluating the overall performance and
fulfilling our key business objectives, we will be considering the following indicators-

1. Facebook likes- Facebook page like metric will be regarded as one of the measures of
assessing the performance of our social media marketing. Since depending on the number of
likes on our Facebook page, engagement will be created around our contents. Hence, we
would analyze and measure the number of likes over time and compare it with the preceding

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 period. In addition to this, we would evaluate the number of likes in different campaigns of
different times to determine the effectiveness of a particular campaign.
2. Number of views- In case of our rich media advertisements in our social media platforms, we
will consider the number of views as another performance indicator. By looking at the
number of views on a particular video, we can determine how the target audience has
received the advertisement. Thus, we would compare the number of views of videos with the
previous ones to measure the effectiveness of the advertisements.
3. Number of clicks- As a key performance indicator, we will also use the number of clicks that
our advertisements will receive. Since, higher number of clicks mostly indicate that message
is getting through and driving traffic to our own platforms. So, we will be assessing the
number of clicks that each advertisement will get to measure the effectiveness of the
advertisements
4. Conversion rate- Aside from the number of views and clicks, conversion rate is another
essential performance metric to consider. Following each campaign with the ultimate goal of
increasing sales, we would examine the conversion rates to assess the campaign's
effectiveness and determine whether it achieved the campaign's main goal.
5. Sales- Sales will be the final key performance indicator we will utilize to assess our company's
overall performance. We can get a clear picture of whether our business is gradually
increasing or declining by evaluating sales over time and comparing them after a specific time
period.

Conclusion and Future Plan

We are aiming to expand our business after three years since we are starting out on a small scale.
We will do so by acquiring additional lands and increasing the kind of flowers we offer. We'll start
deploying trucks to deliver our products since by projection of our sales we'll be delivering more
packages and be needing more trucks. We intend to cultivate a wide range of flower kinds on our
farm over the next three years, rather than relying on suppliers. We plan to extend our business
outside of Dhaka in the next five years. As a result, we want to create an office in Chattogram to
capture the market there.

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In the future, we intend to expand our business throughout Bangladesh. We also plan to expand
our services and introduce new brand extensions to the market.

Reference
Ibrahim Hossain Ovi, N. M. (2018, December 4). Bangladesh flower market reaches Tk1,200cr, expanding
at 10% rate. Retrieved from Dhaka Tribune web site:
https://www.dhakatribune.com/business/commerce/2018/12/04/bangladesh-flower-market-reaches-tk1-200cr-
expanding-at-10-rate

Islam, M. Z. (2020, Januray 2). ICT Division seeks Tk 50cr for Startup Bangladesh Co. Retrieved from The
Daily Star web site: https://www.thedailystar.net/business/news/ict-division-seeks-tk-50cr-startup-bangladesh-co-
1848337

McPartland, D., & Nelson, K. (2015, October 1). The Produce news. Retrieved from Customer insights:
Demographics, purpose of purchase important factors in floral transactions :
https://theproducenews.com/customer-insights-demographics-purpose-purchase-important-factors-floral-
transactions

Mim, Z. (2020, September 12). Floriculture: A lucrative sector in Bangladesh. Retrieved from The Business
Standard web site: https://www.tbsnews.net/thoughts/floriculture-lucrative-sector-bangladesh-131728

My Flower Tree. (2020, March 19). Retrieved from 6 Reasons Why Everyone Loves Online Flower Delivery :
https://www.myflowertree.com/blog/6-reasons-why-everyone-loves-online-flower-delivery

Rio Roses. (2018, July 12). Retrieved from Flowers on demand: A flourishing business:
https://www.rioroses.com/flowers-on-demand-a-flourishing-business/

Ryder, A. (2009, May 7). Greenhouse Canada. Retrieved from Research reveals how different ages buy
flowers: https://www.greenhousecanada.com/research-reveals-how-different-ages-buy-flowers-12030/

Vistex. (2021, August 1). Retrieved from The online flower business- a blossoming sector in eCommerce:
https://www.vistex.com/blog/retail/the-online-flower-business-a-blossoming-sector-in-ecommerce/

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