MINI PROJECT REPORT

Submitted in partial fulfillment of Master of Business Administration

Session- 2021-2022

“PAPER DECK”

(Providing affordable and customized homes and furniture)

Faculty Guide Submitted By:

Mr. Richard Tylor John Smith

Faculty-Master of Business Administration

PRANVEER SINGH INSTITUTE OF TECHNOLOGY

Affiliated to Dr. A.P.J.AKTU

Pranveer Singh Institute of Technology Mini Project 1

 DECLARATION

I hereby declare that this submission is my own work. It contains no material previously

published or written by another person, nor has this material to a substantial extent been

accepted for the award of any other degree or diploma of the university or other institute of

higher learning.

John Smith

Pranveer Singh Institute of Technology Mini Project 1

 CERTIFICATE

Pranveer Singh Institute of Technology Mini Project 1

 ACKNOWLEDGEMENT

Mini Project Report is the one of the important part of MBA program, which has helped me to

gain a lot of experience, which will be beneficial in my succeeding career. For this with an

ineffable sense of gratitude I take this opportunity to express my deep sense of indebtedness

and gratitude to Dr. S. K. Bhalla, Director - Pranveer Singh Institute of Technology and Dr.

Harit Kumar, Head of Business Administration Department, for their encouragement,

support and guidance in carrying out the project.

I am very much thankful to, my Project Guide Mr. Richard Taylor, Faculty–MBA

Department for her interest, constructive criticism, persistent encouragement and untiring

guidance throughout the development of the project. It has been my great privilege to work

under her inspiring guidance.

I am also thankful to my parents and my friends for their indelible co-operation for achieving

the goals of this study.

Pranveer Singh Institute of Technology Mini Project 1

 TABLE OF CONTENT

PART I Pg no.

 EXECUTIVE SUMMARY 1

 DESCRIPTIONOFBUSINESSIDEA 2

 INTRODUCTION 4

PART II

 FEASIBILITYANALYSIS

A. Product Feasibility 6
• Concept Testing
• Usability Testing
B. Industry Feasibility- 10
• Target Industry Attractiveness
• Pestle Analysis
• Market Timeless Considerations
C. Organizational Feasibility– Management process 14
• Human Capital Requirement
• Human Resource Expense
• Blue Print / including an organizational chart
D. Financial Feasibility- 18

• Capital Requirements description.

E. Marketing Feasibility- 25

• 7 P’s of Service Marketing/ 4 Ps of Marketing

Pranveer Singh Institute of Technology Mini Project 1

 • STP

• Other Marketing Strategies .

 CONCLUSION 27

 BIBLIOGRAPHY 30

Pranveer Singh Institute of Technology Mini Project 1

EXECUTIVE SUMMARY

This project study covers the feasibility of a business idea – a “PAPER DECK” in the city of

Lucknow, Uttar Pradesh. The study is the preliminary of a business plan. Therefore, it aims to

discover the environment surrounding the business in Lucknow, Uttar Pradesh.

The project study employs descriptive approach, using both quantitative and qualitative methods.

The data collection includes both primary and secondary data. The primary data is collected

through focus group, interviews, and questionnaire. The secondary data is retrieved from books,

articles, and reports.

The study evaluates the business idea, using a feasibility analysis. Four different aspects of a

business idea are analyzed: product and service feasibility; industry and market feasibility;

organizational feasibility; financial feasibility. Different tools are used to deliver the results such

as PESTLE, Porter’s Five Forces, financial and resources theory.

The key results include market situation and regulations related to a honeycomb based

construction and furniture business and estimated finance for the business. In conclusion, the

Paper Deck is a feasible idea. On the way to recovering from the economic crisis Lucknow is a

promising market. The business is financially feasible, thanks to the support of Startup India

scheme launched by PM Narendra Modi. Regardless, it is not possible to open a café in the

designated area due to urban planning limitations.

Key words: honeycomb, business idea, feasibility, Paper Deck, Lucknow, Uttar Pradesh.

Pranveer Singh Institute of Technology Mini Project 1

DESCRIPTION OF BUSINESS IDEA

Paper Deck is a product service invention that uses a new age construction material called

"Composite Paper Honeycomb Panel" to provide affordable, rapid, modular, and sustainable

homes to people from all walks of life. An inner core (paper honeycomb created from recycled

paper) and an outside face material make up a Composite Paper Honeycomb Panel (any local

materials like cement board, wood, stone etc.). This new era wonder material has the potential to

replace existing construction materials while also reducing the planet's carbon footprint. The

initiative focuses on environmental (paper waste) and sociological (housing affordability and

social integration) challenges, with the goal of tackling the housing affordability dilemma and

social isolation in our society.

The project's goal is to provide permanent shelter to underprivileged areas. People are

empowered by the solution because it provides them with the training and skills they need to

build their own homes and live a dignified life. Composite Paper Honeycomb Panel is an

evolutionary product that substitutes non-eco-friendly materials such as wood, PUF, Rock Wool

Mineral Wool, and EPS in their respective applications while retaining the key benefits of their

use. Composite Paper Honeycomb Panel is an environmentally friendly, adaptable, flexible, and

lightweight material with outstanding compatibility with other materials and a high strength-to-

weight ratio on its own.

Our services start with designing & planning the building on paper, making modules of the panels to

minimize wastage of time, labour and material. During the construction process, we fabricate our panels

on-site to minimize the transportation cost and installation time. At the end, when the product life cycle is

over we will dismantle the panels and send it for recycling. Hence our overall carbon footprint on the

planet will be 80% lesser, 10x faster, 30% more economical than any traditional construction methods

Pranveer Singh Institute of Technology Mini Project 1

presently available in the market.

Paper Deck is using a holistic approach that will provide the user with an end to end solution.

Our solution will change the complete life cycle of the project from start to end. The

prefabricated composite honeycomb panels will be designed to suit the end user's daily needs.

The Solution will reach the consumer as a flat pack which will consist of prefabricated

honeycomb panels, connectors, sealants and handling instructions in the form of audio and

videos. A team of assemblers will come and assemble the house for the consumer in no time.

Once the product lifecycle is over it will be recycled 100% leaving no carbon footprint on the

planet. All the components used in the panels like paper, resin, cement board, etc. are fully

recyclable. To expedite the supply chain process most of the panels will be in situ (assembled

on-site).

Pranveer Singh Institute of Technology Mini Project 1

INTRODUCTION

Relevance of the business plan – Paper Deck

For a good business idea creative thinking is important. You just have to look around for

opportunities to make your dream come true. You never know how a vacation of yours could

give a profit earning idea. Last year I went to attend a family wedding in Lucknow and witnessed

how difficult it is to accommodate so many guests in small houses, with over flooded heavy

furniture. After exploring the market in metropolitan cities, I have found that people have a high

demand for portable, folding, flexible housing and living solutions (www.interiorsinfo.com).

That’s where this business idea came across my mind. I have found that the material makers are

and will continue to be our primary competitors but they are still unable to satisfy the needs of

customers (www.workjam.com).

The idea to use honeycomb material for construction purpose and for manufacturing portable

furniture is pre existing in India. A firm named Hexpressions is operating in Jaipur, dealing in

the same (www.hexpressions.com). However, Paper Deck will cover the northern states such as

Uttar Pradesh, Uttrakhand, Haryana, etc since labour cost is comparatively low, and in addition

to this Uttar Pradesh is larger producer of paper which is the basic ingredient which will help to

make it cost effective.

Importance of Paper Deck

Our innovative & sustainable construction system transforms the complete life cycle of the built

environment, literally. Thus it solves the problem listed below in the most convenient and eco-

friendly manner.

Pranveer Singh Institute of Technology Mini Project 1

Problem

People's health and well-being, as well as the smooth operation of economies, are dependent on

having access to adequate, "affordable housing." However, most communities have the

simultaneous issue of housing their poorest residents while also providing homes for low and

middle-income residents at a reasonable rate. A large hole in the market has resulted from the

high demand for affordable homes and the insufficient supply.

Solution:

By giving training and skill development, individuals will be able to build their own homes at an

inexpensive, quick, modular, and sustainable cost. Prefabricated composite honeycomb panels,

connections, and sealants are designed and constructed by a team of assemblers to meet the end

user's daily demands.

Pranveer Singh Institute of Technology Mini Project 1

FEASIBILITY ANALYSIS

The viability of The Paper Deck is determined using both primary data and secondary data. The

first section, which uses data from empirical research, discusses product feasibility, the second

section with an in-depth examination of the industry and market and the third section assesses

the organizational viability of the Paper Deck. Finally, the financial viability is discussed

PRODUCT FEASIBILITY:

In order to determine The Paper Deck’s product feasibility, the Concept testing and Usability

testing have to be implemented. In this part, findings about The Paper Deck’s products are

presented.

Concept Testing

Product: The Paper Deck is a product service innovation providing affordable, fast, modular and

sustainable homes to all sections of the society. The aim of the project is to support underserved

communities with permanent shelter. The solution empowers people by providing training and skill

development to build their own homes and live a dignified life.

Target Market: The target market is the section of society who faces difficulty in owning

furniture due to congested homes or cannot construct modular homes due to budget constraint.

Why The Paper Deck: Paper Deck is using a holistic approach that will provide the user with

an end to end solution. Our solution will change the complete life cycle of the project from

start to end. The prefabricated composite honeycomb panels will be designed to suit the end

user's daily needs.

Pranveer Singh Institute of Technology Mini Project 1

Special feature: Our revolutionary and environmentally friendly construction approach literally

changes the built environment's whole life cycle. It begins with the design and planning of the

building on paper, followed by the fabrication of panels in modules to reduce time, labour, and

material waste. We build our panels on-site during the construction process to reduce

transportation costs and installation time.

When the product's life cycle is complete, we will disassemble the panels and recycle them.

As a result, our overall carbon impact on the world will be 80% lower, 10x faster, and 30%

less expensive than any traditional construction method currently on the market.

Management team: Mr. Jitin Seth and Mr. Sahil Seth, co-founders of Paper Deck, oversee and

look after it.

Pranveer Singh Institute of Technology Mini Project 1

Usability Testing:
Usability testing is a technique for determining how easy or complex a company's product is for

users. It can also be used to assess the intuitiveness or usability of other areas of the customer

experience, such as navigating a website or downloading a trial version. The most common

application of this form of testing is to assess the software's usability.

Usability tests are conducted by asking individuals to complete specified tasks within their

product while monitoring their progress. Device designers can find places of friction or

misunderstanding by watching how consumers interact with a product without being given step-

by-step instructions.

What does Usability Testing actually test?

Product teams can run usability tests to gain many types of data about their products. But most

teams use these tests to learn the following:

1. Ease of use: Is the solution straightforward, self-explanatory, and easy to learn?

2. Efficiency: Are users able to complete each task with a minimum amount of time or clicks?

3. User-friendliness: When a user has trouble figuring out the next action or where to find a

feature, does the system offer real-time help? And is this form of assistance itself easy to locate

and use?

Pranveer Singh Institute of Technology Mini Project 1

1. Planning the usability test:

This stage should output a document describing the test’s goals and methodology, how the team

will choose participants, what the working procedure will be, the types of data the team wants to

collect, and the like.

2. Recruiting participants:

This stage includes deciding who your ideal participants will be, developing a detailed recruiting

questionnaire, and determining a plan of action to begin seeking and evaluating participants.

3. Preparing test materials:

Test materials prep helps you to decide what actions you’ll want participants to take within your

product and the types of outcome you’re working toward. Then you will need to design the test

environment (which could be remote or in-person at your offices).

4. Setting up the test environment:

For this stage, you will need to design the actual environment where you will be conducting your

tests. Usability test methods include lab testing (in-person at your offices) and remote testing

(where participants can log in to your test from anywhere). You will need to choose which type

of test makes sense for your team’s goals and needs.

5. Conducting the test:

Here you will run your usability test with your participants. One tip offered in the IEEE paper is

to conduct dry-run tests beforehand with your team. Dry-run tests are a good way to learn ahead

of time if there will be any problems in collecting and recording data. It is also an opportunity to

uncover any issues with your product before your participants do.

Pranveer Singh Institute of Technology Mini Project 1

6. Analyzing the data:

Here your team will study all data gathered from your usability test to glean critical insights and

actionable intelligence on how to improve your product’s usability.

7. Reporting the results:

Finally, you will share your usability tests’ findings with relevant stakeholders across your team,

to earn buy-in to proceed with your suggested improvements.

We have done 7 pilots till now. All the completed projects are working fine as per our

expectations. Besides furniture users as a rule consider low prices, lower product weight and

easy transport of furniture items to the intended location as obvious advantages. Tests were

performed on furniture units, which elements were manufactured in five structural design

variants. It was shown that the applied materials retain high quality of the furniture units only at

the temperature T = 26 °C and humidity H = 40%. An increase in the values of these climate

parameters to T = 28 °C and H = 85% results in a drastic deterioration of furniture quality.

Whereas the compound mixed with the resin, makes the honeycomb termite proof and water

proof (by use of chemicals which are eco-friendly). Fly ash that is used increases the fire

resistant property by ten times making the homes or any property more durable and safe.

Pranveer Singh Institute of Technology Mini Project 1

INDUSTRY AND MARKET FEASIBILITY
In this, the target market is defined through market segment. Then, primary data and secondary

data are presented to evaluate market demand.

Target Industry Attractiveness

The selection of a target market is critical to a company’s success. Geographic, behavioral and

demographic segmentation were used to choose the target group for Paper Deck. It largely

targets on environmental issues (paper waste) and societal issues (housing affordability & social

integration) addressing the housing affordability crisis and social exclusion from our society. The

business relies on B2G/ B2B2C model focusing on Governments, NGO’s & philanthropic

groups. As a State, Uttar Pradesh is the most populated in India giving rise to more housing and

construction demand. On a city level, Lucknow is a vibrant and capital city. People who want to

have an eco-friendly alternative, at a lower price are targeted.

PESTLE Analysis

First of all, Jitin suggests PEST analysis as a tool to examine the macro environment. He also

writes that PEST can be extended further to cover different aspects of the industry. With the

same suggestion, Sahil also proposes PEST, PESTEL and several variants of PESTLE analysis.

Given the characteristics of the café industry, the author decides on PESTLE as the analysis

method for macro-environment. The six key areas that are covered in PESTLE: political,

economic, social, technological, environmental and legal aspect.

Pranveer Singh Institute of Technology Mini Project 1

 POLITI-
CAL

ECONOMIC
ENVIRON
MENTAL

PESTLE
ANALYSIS

LEGAL SOCIAL

TECHNOLOGY

Political factors include government attitude to employment, consumer protection, the

environment, taxation, trade restrictions, societal reforms, as well as the burden of bureaucracy

and the level of corruption. Nowadays, the development of government bodies and the growth of

global trade and multinational organization can affect the business indirectly.

Social factors include demographics, population, employment, income, education and career

trends, social and cultural conventions. These changes can be subtle and hard to identify. Paper

Deck’s mission is to provide underprivileged areas of society with affordable, quick, modular,

and sustainable housing. Most cities have the twin challenges of housing their poorest residents

while also providing affordable housing for low and middle income residents.

We will not only help the neighborhood financially by providing inexpensive housing solutions,

but we will also improve social cohesiveness and reintroduce social inclusion.

Pranveer Singh Institute of Technology Mini Project 1

Technological factors include the development of technology in manufacture and infrastructure.

Change in technology happens more and more frequently. Paper Deck will require keeping up

with technology or facing the risk of new entrants and competitors.

Environmental factors include infrastructures, energy availability and cost, and the ecological

consequences of production processes. The root cause of environmental changes can be

attributed to the indiscriminate reduction of green cover in the world, excessive exploitation of

non-renewable natural resources, high usage of fossil fuel, etc. This has resulted in perceptible

global warming, precipitation, flash floods, etc.. Unlike other traditional building materials

honeycomb has the following advantages.

1. No carbon footprint

2. 100% recyclable

3. Fewer resources

4. High efficiency

Legal factors include current and impending legislation that may affect the industry. Similar to

economic and political factors, Paper Deck has also considered legal aspects of the state and the

nation since they may affect the operation.

Construction laws in India are governed by various legislation ranging from the 1872 Contract

Act to extensive statutory provisions in labour laws including a few specific laws such as the

Building and Other Construction Workers Act, 1996 and other state-specific laws and

regulations. Paper Deck will make sure to follow all legalities and poses the license and patents

Pranveer Singh Institute of Technology Mini Project 1

Economic: Following are the economic impacts-

1. Significant saving of time in assembling the panels in comparison to tradition brick & mortar

structure.

2. Weight reduction of approx. 50 – 70 % (Easy transportation)

3. Material reduction approx. 60% (Cost effective)

4. Price reduction from approx. 25 mm thickness.

5. Wide spans of panels (fewer panels required)

6. Better aesthetic appeal with thicker panels at affordable prices.

7. Simple handling and transport (less labor cost)

8. Long life of the product due to lightweight resulting in limited stress on hardware.

9. Ecological factor (saves resources)

10. Very high load-bearing capacity.

Pranveer Singh Institute of Technology Mini Project 1

Market Timeliness Considerations:

Threats of

Threat of
new
entrants

Rivarly
Bargaining Bargaining
among
power og power of
suppliers existing
buyers
firms

Threat of
substitute
goods/servic
es

New
Entrants
Threats
Potter’s five forces model

Porter’s Five Forces as a useful tool for analyzing the industry attractiveness. Porter’s work

looks at the industry structure and a company’s competitive strength and positioning relative to

that industry depicts the five forces.

Threat of new entrants:

Our biggest competitors are traditional building materials industry, but we have some direct competitors

too.

1. Super honeycomb (www.superhoneycomb.com)

2. Sing core (singcore.com)

3. Amazon (interestingengineering.com/youcan-now-order-a shipping-container-house-on-amazon)

Pranveer Singh Institute of Technology Mini Project 1

Most of the direct competitors are selling the product as a strictly commercial entity. They are

not selling it as an end to end solution, where customer can customize it. But we are selling it as

an end to end service which comes as a complete package. Our product is not fully commercial

too, as it has its social quotient to it. We are involving communities by providing training and

skill development so that they can assemble their own homes and live a dignified life. Our

biggest competitors are and will be the manufacturers of the material. But unlike us, they are not

selling it as a service, which will create a social value rather than just selling a product. Being

architects and Designers we understand the market potential, opportunities and threats too. Our

past work experience will also help us to evaluate the market very well in terms of design

requirements and opportunities. It's not only a project but our duty towards society to make

housing affordable and sustainable for not only communities but also for the planet.

Bargaining Power of Buyers:

 Bargaining power of buyer will be low.

 Differentiated product which solves the problem of space in homes.

 Cost of the products and services will be affordable and taste will 30% more economical
than any traditional construction methods.

 Customized furniture which is a unique feature.

Bargaining power of Suppliers:

 Operational plant will be set up/rented one time as per need.

 Raw materials such as honey comb, paper, fly ash and such will be easily available.

Pranveer Singh Institute of Technology Mini Project 1

  There will be one time purchase of machinery and equipments which will be cost
effective and sustain for a long time.

Competitive Rivalry:

 There is only a single firm in the market who deals in such work of construction.

 As a result of this scope of competitive rivalry is less.

Threat of Substitutes:

 The material makers are and will continue to be our primary competitors.

 They are not, however, offering it as a service, which will produce social value rather
than simply selling a product, as we are.

 As architects and designers, we are aware of the market's potential, as well as its
opportunities and risks.

 Our previous work experience will also aid us in a thorough assessment of the market in
terms of design needs and potential.

 Making housing affordable and sustainable for not only communities but also the earth is
not only a project, but a social responsibility.

Pranveer Singh Institute of Technology Mini Project 1

ORGANISATIONAL FEASIBILITY

An organizational feasibility analysis is done to see if a new firm has enough management

expertise, organizational competency, and resources to launch successfully. It establishes the

legal and corporate structure of a company. It can also include information about the founders'

professional backgrounds, the company's principals, and the abilities they'll bring to the

company's functions. The following items should be included in an organizational feasibility

analysis:

 The description of the business structure

 The description of the organizational structure

 Internal and external business practices and principles

 Professional talents and resumes

In this field, there are two major factors to consider:

Management Prowess

It refers to a management team's or a single manager's overall management abilities. The term

"prowess" refers to the knowledge or ability required to complete a task successfully.

"Management" refers to anything that needs to be managed in the business world.

Whether it's a single entrepreneur or a larger group, a new business should assess the prowess, or

skill, of its initial management team.

The Crucial Elements of Management Prowess-

It necessitates honesty and candour in the self-evaluation of the persons who will be founding the

company. The following are the three most essential factors in this area:

Pranveer Singh Institute of Technology Mini Project 1

  Relevant educational background

 Relevant industry experience

 Prior entrepreneurial experience

 Rich professional and social network

 Creative and agile thinking among the management team

 Expertise and experience in cash management

Resource Sufficiency-
The second component of organizational feasibility study is resource sufficiency, which

determines if the proposed company has or can receive adequate resources to carry forward. The

goal is to determine which non-financial resources are most significant and whether they are

available. A start-up, for example, will want personnel with specialized expertise. Another

important issue of resource sufficiency is the ability to get intellectual property protection on

critical company components.

Type of Resources List of required Resources Method of acquisition

Physical Resources Building/Production unit Rented

Machinery/Equipment Rented/Owned

Furniture Rented/Owned/Second-hand
Human Resources Architects

Product manager
Hiring/Personal Contacts
Civil manager

Website handler

Labourers/Workers

Pranveer Singh Institute of Technology Mini Project 1

Reputation Resources Honeycomb made portable __
furniture

Know-how Resources Knowledge about constructing Hiring experienced and

modular homes trained employees

Human Resources:

Human resource is the core of every business. Without the people, Paper Deck cannot sustain.

NUMBER OF STAFFS & THEIR SALARIES

Staff Number of Employees Salary of Employees

Architect 2 80,000

Product Manager 1 25,000

Civil Engineer 2 1,00,000

Sales Manager 1 20,000

Website Handler 1 10,000

Total Employees= 8 Salary= 2,35,000

Pranveer Singh Institute of Technology Mini Project 1

Other Expenses:

ELECTRICITY 2,00,000

RAW MATERIAL & GOODS 5,00,000

OFFICE INTERIOR 3,00,000

MACHINERY 4,00,000

LABOUR COST 4,00,000

LIECENSE AND PATENTS 5,00,000

FINANCIAL SUPPORT RESERVE FOR 3 MONTHS 7,00,000

TOTAL 30,00,000

TOTAL CAPITAL= 30, 00,000

Reputation Resources:

As being confirmed earlier Lucknow is the perfect place for setting up a honeycomb based

construction company. It is up to Paper Deck strategy to introduce the product to the market.

Know-how Resources:

Nothing can replace the knowledge of the industry that the business is in. As a Startup, there are

difficulties in understanding laws and regulations in Uttar Pradesh. Especially when the situation

Pranveer Singh Institute of Technology Mini Project 1

is complicated as described in PESTLE analysis. Hence, the entrepreneurs can get help from

Government scheme websites or hire a Gestor to take care of the paper work and bureaucratic

process. Moreover, there is constant need to learn and exchange information of the construction

industry to keep up with the latest innovations.

FINANCIAL FEASIBILITY

A financial feasibility study is essentially a tool used to introduce outsiders to your business plan

or idea, whatever it may be. The study details the amount of money necessary to fund your

project, along with where that money is coming from and how it will be spent once it is acquired.

This assessment of potential cash flow can often reveal undiscovered issues with your business

plan and guide you towards jumping over those hurdles.

Further into the business plan, a thorough financial analysis should be conducted. At the early

stage of a business idea, a board financial analysis is sufficient.

Pranveer Singh Institute of Technology Mini Project 1

CAPITAL REQUIREMENTS

A business requires capital to purchase assets, acquire required resources and operate. Capital

exists in many forms such as equipment, office, cash, and inventory. New ventures need to

determine how much capital they need to start and run the business in the first year.

For the initial starting of the Paper Deck the amount of capital that is required to be invested in

are 30-40 lakhs rupees.

When capital requirements are identified, entrepreneurs need to define the sources of capital.

There are many sources for capital, but they can be classified into equity capital and debt capital.

Equity capital represents owners’ personal investment in the business. For the Paper Deck equity

capital is being invested in the form of:

• Family funds worth 10 lakhs

• Personal Savings worth 12 lakhs

Debt capital refers to the wealth that an entrepreneur borrows. Debts need to be paid back with

interest.

For the Paper Deck debt capital being invested is:

• A bank loan worth 7-8 lakhs rupees which is a personal loan from a non-banking

financial institution.

• A gold loan worth 5 lakhs rupees from muthoot finance.

While debt capital allows the entrepreneur to keep ownership, it is considered a liability.

Pranveer Singh Institute of Technology Mini Project 1

MARKET FEASIBILITY

The term “market feasibility” refers to the process of assessing the feasibility of a new or

enhanced product. This is done to understand the behavioral patterns of consumers and the way

in which consumers expect the services and goods to be delivered. Not only do businesses want

to gather information about consumers based on their products, but they also look at how the

markets are changing and market influences that would change their decisions and decisions of

their consumers.

The Purpose of Market Research

Even though the process of going through market research is time consuming and may result in

extra costs, it eliminates the chances of companies making bad decisions and launching products

or services that would not economically benefit them or satisfy any consumers.

7 P’s of Market Feasibility:

The marketing mix is the most essential instrument for management in developing a marketing

strategy and selecting effective strategies. Product, Price, Place, Promotion, Physical Evidence,

People, and Process are the seven basic components. To achieve the best results, managers

should combine all 7ps and apply them to their decision-making strategy.

Pranveer Singh Institute of Technology Mini Project 1

Product:

Identifying and anticipating consumer needs in order to achieve customer satisfaction. You need

to consistently ensure that the goods and services you’re providing are directly addressing the

needs of your target market to the best of your capability.

Our innovative & sustainable construction system transforms the complete life cycle of the built

environment, literally. It starts with designing & planning the building on paper, making modules of the

panels to minimize wastage of time, labour and material. During the construction process, we fabricate

our panels on-site to minimize the transportation cost and installation time. At the end, when the product

life cycle is over we will dismantle the panels and send it for recycling. Hence our overall carbon

footprint on the planet will be 80% lesser, 10x faster, 30% more economical than any traditional

construction methods presently available in the market. Thus, Paper Deck will cover all the elements

which are-

PRODUCT

Design Presentation Features Quality Strength

Pranveer Singh Institute of Technology Mini Project 1

Place:

How important is location for business? Studies show that location is the most critical factor

towards any business success. Choosing the right location is not always easily as it contain

many element e.g. rent image of the area, attraction nearby, customer’s access, customer’s

need and competitor. If anything goes wrong in the marketing plan, using marketing mix it can

be rectified or changeable but location is not very easy to change. Paper Deck is located in a

tourist place of Uttar Pradesh, Lucknow at Gomti Nagar.

Before selecting the place for Paper Deck, management needs to find out the positive and

negative factor and how these factors will influence the overall strategies.

Factors that need to be considered are-

AREA CUSTOMER CUSTOMER

RENT COMPETITION
POPULATION ACCESS NEEDS

Price:

It is a controllable and variable element of the marketing mix however it may become a hung

challenge for management due to complexity of the interaction between competitor and customers.

Studies shows that pricing hold a big influence of competition therefore business strategy itself not

enough to set a fix price to generate the target profit. Price need to represent the value of the product

and customer expectation, studies also shows that company marketing objective, pricing objectives,

determines of supply y and demand can influence the product price.

Pranveer Singh Institute of Technology Mini Project 1

Price is a value of product in the reflection of money which a customer or end user agreed to

pay for their product or service. When management determines the price, it considers the cost,

raw materials, labour and other expenses. Other factors of price strategy involved are staff

skills, customer’s behavior.

The price need to set as per value of the item which customer easily agreed to pay. Customer

may take into account the service, after sale benefits and quality of the product. If price is too

high it may put negative impression on the customers, thus at Paper Deck prices are

reasonable so that society can easily afford it.

Promotion:

These are the few promotion strategies which can be adopted by the management:

1. Offline, through a variety of exhibitions, product demonstrations, and live demonstrations.

2. Appointing architects as influencers to persuade real estate developers and builders to embrace

the technology.

3. Webinars and numerous social media outlets for online marketing.

4. By establishing a large franchise network.

From a consumers perspective it refers to how well informed and advertised the product is. How

accessible is the information if you are inquiring about the business, products or services?

Pranveer Singh Institute of Technology Mini Project 1

Physical Evidence:

This is what people perceive the business to be through their buildings, staff and employees,

vehicles etc. before a customer decides to buy a product or good from a company they assess the

image of the business before and what they see either encourages their purchases or discourages

it. Offering services or a service based industry pays particular attention to the marketing mix for

this reason. From the consumer’s perspective there are many uncontrollable environmental

factors that influence consumers spending and their capabilities.

People:

In Construction industry people are playing very important role specially architects as they are

the back bone of the business. Studies show that many construction works get popular due to

unique designs. Management need haired skilful people and trained them according to

company’s policies and procedures to deliver the best service and food.

Anyone who contact with customer makes impression it could be negative or positive depend on

customers satisfaction. If employees are well trained and skilful it not only delivers a good

service but it also improves restaurant image, brand and overall quality.

Process:

In Construction Company, process also play important role as serving time, overall operations

and information are essential. There are many type of processes, mainly management should

looks at the system used to deliver the products and service for example food serving time.

Other example of process is how customer will pay and how to maintain all records in place.

Pranveer Singh Institute of Technology Mini Project 1

STP- Segmentation, Targeting and Positioning

1. Segmentation: Your organization, product or brand can't be all things to all people. This

is why you need to use market segmentation to divide your customers into groups of

people with common characteristics and needs. This allows you to tailor your approach to

meet each group's needs cost-effectively, and this gives you a huge advantage over

competitors who use a "one size fits all" approach. There are many different ways to

segment your target markets. For example, you can use the following approaches:

Demographic – By personal attributes such as age, marital status, gender, ethnicity,

sexuality, education, or occupation.

Geographic – By country, region, state, city, or neighborhood.

Psychographic – By personality, risk aversion, values, or lifestyle.

Behavioral – By how people use the product, how loyal they are, or the benefits that they

are looking for.

Initially Paper Deck will focus as a Socio-Economic segmentation base in consumer

Markets as it will have a concentration on social class particularly the segment who want

modular and affordable homes. Paper Deck will segment its market by geographic and

demographically by selecting the store location where they can find the educated,

adaptable to innovation and sound income level people.

2. Targeting: After a company has defined market segments, it can enter one or many

segments of a given market and should make decision about how many and which

customer groups to target. Target Marketing is a process of evaluating each market

segment’s attractiveness and selecting one or more segments to enter (Kotler and

Armstrong, 2006). The concept of target marketing is a logical implication of the basic

Pranveer Singh Institute of Technology Mini Project 1

 philosophy of marketing .A Company should target segments in which it can profitably

generate the greatest customer value and sustain it overtime. Paper Deck wanted to

develop a reputable relationship with the customers, Most of companies enter in a new

market by serving a single segment, and if this proves successful than they add more

segments, initially Paper Deck will do the same thing targeting the people with facing

space shortage at home to fit furniture.

3. Positioning: In this last step, your goal is to identify how you want to position your

product to target the most valuable customer segments. Then, you can select the

marketing mix that will be most effective for each of them.

First, consider why customers should purchase your product rather than those of your

competitors. Do this by identifying your unique selling proposition, and draw a

positioning map to understand how each segment perceives your product, brand or

service. This will help you determine how best to position your offering.

Next, look at the wants and needs of each segment, or the problem that your product

solves for these people. Create a value proposition that clearly explains how your offering

will meet this requirement better than any of your competitors' products, and then

develop a marketing campaign that presents this value proposition in a way that your

audience will appreciate. The construction industry needs to reinvent. Most of the companies

are still stuck in the ancient construction methods, processes and materials due to lack of

knowledge or unwillingness to shift from age-old techniques. We as the next generation of

entrepreneurs with different kind of exposure and skills understand the challenges this fast-paced

new age era have brought to us. To match up the pace we have to be smart enough to bring smart

and fast construction techniques.

Pranveer Singh Institute of Technology Mini Project 1

 Unlike other industries, traditional approaches are still being used to build current construction

projects. And, instead of improving productivity with new approaches and tools, as other

industries have done over the past two decades, the construction industry has seen productivity

(of capital and labour) decline by 10 to 20 per cent.

Pranveer Singh Institute of Technology Mini Project 1

CONCLUSION

This Project report concluded the feasibility study. The study’s objective is to evaluate the

viability of a Paper Deck in Lucknow, Uttar Pradesh. This is an important step before create a

business plan. First, there is a clear structure of the business ides is provided in abstract. Then,

Business importance and relevance are defined.

Second, the project explains related theories such as PESTLE, Porter’s Five Forces, financial and

resources theory, including business idea, business concept, product feasibility, industry and

market feasibility, organizational feasibility and financial feasibility. Furthermore, the project

report also includes the concept of the construction company to give readers a clear picture of the

business. Third, the theories are applied effectively into empirical research. Secondary data is

utilized to provide in depth analysis of industry and market, organization as well and financial

requirements. Then, primary data is collected through focus group. The primary data discovers

product feasibility and relevant laws and regulations with the Paper Deck.

Pranveer Singh Institute of Technology Mini Project 1

Bibliography

o Brader, T. (2006). Campaigning for hearts and minds: How emotional appeals in

political ads work. University of Chicago Press.

o Brock, J., & Arciuli, J. (2014). Communication in autism [eBook edition]. John

Benjamins Publishing Company. https://doi.org/10.1007/978-1-4757-4806-2

o Killgore, W. D. S., Cotting, D. I., Thomas, J. L., Cox, A. L., McGurk, D., Vo, A. H., et

al. (2008). Post-combat invincibility: Violent combat experiences are associated with

increased risk-taking propensity following deployment. Journal of Psychiatric

Research, 42(13), 1112-1121. https://doi:10.1016/j.jpsychires.2008.01.001

o Miller, T. E., & Schuh, J. H. (2005). Promoting reasonable expectations: Aligning

student and institutional views of the college experience. Jossey-Bass.

Pranveer Singh Institute of Technology Mini Project 1