DefendPro

SELF DEFENSE PRODUCTS

FYP Project
LAHORE GARRISON UNIVERSITY
 FYP REPORT

COURSE: ENTREPRENEURSHIP AND LEADERSHIP

Submitted to:

Ms. Aiza Hussain Rana

Instructor E&L

Lahore Garrison University

Submitted by:

BBA 6 B
Ermina Ashraf – Fa 2020/ BBA Hons/ 041

Shahwaiz Ali – Fa 2020/BBA Hons/ 045

Ayesha Saeed – Fa 2020/BBA Hons/ 050

Submission Date:

June 9th, 2023

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 Table of Contents
ACKNOWLEDGEMENT .....................................................................................................................................4

DEDICATION ........................................................................................................................................................5

1. EXECUTIVE SUMMARY................................................................................................................................6

2. BUSINESS DESCRIPTION..............................................................................................................................7
2.1 Introduction ..................................................................................................................................................7
2.2 Mission Statement ........................................................................................................................................7
2.3 Vision Statement ...........................................................................................................................................7

3. MARKETING PLAN ........................................................................................................................................8

3.1 Customers .....................................................................................................................................................8
3.2 Competitors ...................................................................................................................................................8
3.3 Product ..........................................................................................................................................................9
3.4 Unique Selling Proposition (USP) .............................................................................................................10
3.5 Marketing Mix ............................................................................................................................................11
3.5.1 Product ................................................................................................................................................11
3.5.2 Price ....................................................................................................................................................12
3.5.3 Place ....................................................................................................................................................13
3.5.4 Promotion ...........................................................................................................................................14

4. OPERARTIONALIZATION ..........................................................................................................................15
4.1 Key Operations Management .....................................................................................................................15
4.1.1 Supply Chain Management ................................................................................................................15
4.1.2 Quality Assurance ...............................................................................................................................15
4.1.3 Order Fulfillment ..............................................................................................................................15
4.1.4 Customer Service ................................................................................................................................15
4.2 Demand .......................................................................................................................................................16
4.3 Supply..........................................................................................................................................................17
4.5 Distributor ...................................................................................................................................................17

5. HUMAN RESOURCE MANAGEMENT ................................................................................................19

6. FINANCIALS ...................................................................................................................................................20
6.1 Breakeven (No profit No loss) ....................................................................................................................20
6.2 Profit and Loss Statement ..........................................................................................................................21
6.4 Balance Sheet .............................................................................................................................................22

7. CRITICAL RISKS ASSOCIATED WITH THIS BUSINESS .....................................................................23

7.1 Regulatory and Legal Compliance ............................................................................................................23
7.2 Product Liability and Safety .......................................................................................................................23
7.3 Technological Advancements.....................................................................................................................23
7.4 Competitive Landscape...............................................................................................................................23

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8. HARVEST STRATEGY .................................................................................................................................24
8.1 Sale of Business ..........................................................................................................................................24
8.2 Initial Public Offering (IPO) .....................................................................................................................24
8.3 Acquisition by a Larger Company .............................................................................................................24
8.4 Dividend Distribution .................................................................................................................................24
8.5 Strategic Partnerships/Joint Ventures .......................................................................................................24

9. MILESTONE SCHEDULE.............................................................................................................................25

10. APPENDIX A..................................................................................................................................................27

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 ACKNOWLEDGEMENT
I would like to express my sincere gratitude and appreciation to everyone who contributed to
the completion of this report on DefendPro, our self-defense products business startup.

First and foremost, I would like to extend my heartfelt thanks to our team members who worked
tirelessly to gather the necessary information, conduct thorough research, and analyze the
market to provide valuable insights. I would also like to express my gratitude to our mentors
and advisors who generously shared their knowledge, expertise, and guidance throughout the
process. Finally, I would like to express my gratitude to our friends, families, and loved ones
for their support and understanding during the entire process. Your encouragement and belief
in our vision have been aconstant source of motivation.

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 DEDICATION

This report is dedicated to all individuals who prioritize personal safety and believe in the
power of self-defense. It is for those who seek empowerment, peace of mind, and the ability to
protect themselves and their loved ones.

We dedicate this report to the survivors, the fighters, and those who inspire us to create a world
where personal safety is a basic right for everyone. Your strength reminds us of the importance
of our mission.

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1. EXECUTIVE SUMMARY

This report presents an analysis of DefendPro, a startup business focused on offering self-
defense products in Pakistan. DefendPro aims to provide individuals with reliable and effective
tools to enhance personal safety and security. The report covers various aspects of the
business, including its vision, mission, target market, product portfolio, marketing strategies,
operations management, and potential risks.

The vision of DefendPro is to become the leading provider of self-defense products in Pakistan,
empowering individuals to protect themselves and their loved ones. The mission is to offer a
diverse range of high-quality self-defense products while prioritizing customer satisfaction,
safety, and affordability. Through market research, it is evident that there is limited competition
in the self-defense products industry in Pakistan. Only a few businesses, such as Street Saver
and SDG, are currently operating in the market. Even popular e-commerce platforms like
Daraz have a limited selection of self-defense products. This presents a significant
opportunity for DefendPro to establish itself as a key player in the market. DefendPro's product
line includes personal alarms, stun guns, pepper sprays, and other self-defense tools. These
products' key features are their effectiveness, reliability, andease of use.

In conclusion, DefendPro is expected to make a presence in the growing demand for self-
defense products in Pakistan. By effectively managing operations, and adapting to market
trends, DefendPro is well-positioned for long-term success in the self-defense products
industry.

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2. BUSINESS DESCRIPTION
2.1 Introduction

Welcome to the business introduction section of this report, where we highlight our startup
known as DefendPro. We are thrilled to present this innovative startup focused on providing
self-defense products to individuals who aim to seek personal safety and peace of mind. In
today's world, where personal safety is critical, we recognized the need for reliable,
accessible, and high-quality self-defense products that instill confidence and a sense of
security.

Our mission at DefendPro is to offer a wide range of self-defense products designed to meet
the needs and preferences of our customers. Whether it's pepper sprays, personal alarms, or
stun guns, we are dedicated to sourcing and providing the best products available in the
market. As the saying goes, knowledge is power, we aim to provide our customers with the
necessary information and training to make important decisions about their safety. In the
following sections of this report, we will dive deeper into the market analysis, product line,
marketing strategies, financial projections, and operational aspects of DefendPro.

2.2 Mission Statement

"Our mission is to provide high-quality self-defense products that enable individuals to

protect themselves and their loved ones effectively while instilling a sense of empowerment
within them”.

2.3 Vision Statement

To empower individuals and enhance personal safety through innovative self-defense products,
fostering a world where everyone feels confident and secure.

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3. MARKETING PLAN
3.1 Customers

Our target customers are individuals who prioritize personal safety and want effective self-
defense solutions. Our wide range of products cater to a diverse range of customers with
similar needs. Our target customers include individuals living in urban areas who could
encounter a threatening situation. These include residents of the city, people commuting from
one city to another, or college students.

We specifically target women who value their safety and are looking for reliable self-defense
options. This includes working professionals, college students, and individuals living alone.
Individuals who work night shifts or late hours, such as security guards, nurses, and delivery
personnel, often face unique safety challenges. Our products are easy to use, discreet, and
convenient in stressful situations.

3.2 Competitors

There is limited competition in Pakistan in the self-defense products business. Two notable
competitors in this space are Street Saver and SDG. These companies do have a presence in
the market, but their product line is limited to knives and stun guns. These products alone do
not spark the interest of individuals. We aim to create competition by providing our
customers with an aesthetically pleasing self-defense kit in various colors. Furthermore, all
our products have handy key chains on them which can easily be hung onto bags and car keys
providing easy access to use in alarming situations.

SDG is one of the players in the market, offering a limited selection of self-defense products.
Their focus primarily lies in providing pepper sprays and personal alarms to meet the safety
needs of individuals. It should be taken into notice that even major e-commerce platforms
like Daraz have a limited range of self-defense products available, which further highlights
the untapped potential in this marketsegment.

3.3 Product

Our products are designed to meet the unique needs of different individuals. The products that
we have decided to include in our product line are pepper spray, astun gun, and a personal
alarm/whistle. The products are lightweight, compact, and easy to use, making them accessible
to people of all ages and abilities. Additionally, these products are non-lethal, meaning that
they do not cause permanent harm or injury to the attacker.

3.4 Unique Selling Proposition (USP)

DefendPro's self-defense products, including the personal alarm and stun gun, offer several
unique features and advantages that set them apart from competitors in the market. We are
committed to providing self-defense products of the highest quality and reliability. The
product is tested for its effectiveness and durability to ensure our customers that the products
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 they are purchasing are trustworthy. While designing the products, the convenience of the
user was kept in mind. Whether it's the personal alarm or stun gun, they are manufactured to
be easily portable and lightweight allowing individuals of all ages to utilize them effectively
in high-pressure situations.

DefendPro offers a diverse range of self-defense products that cater to various customer needs
and preferences. Customers can choose the product that aligns with their requirements,
providing them with personalized options for personal safety. In the Pakistani market, where
competition in the self-defense products industry is relatively low, DefendPro has a unique
advantage to establish itself as a prominent brand and capture a significantmarket share.

3.4 Marketing Mix

3.5.1Product
3.5.1.1 Personal Alarm
The personal alarm is a device that gives out a loud, attention-grabbing sound when activated. It
is small enough to be carried on a keychain or attached to a bag or clothing. The alarm's loud
and piercing sound can attract attention, driving away the attacker as well as signaling for
help. If you feel threatened or in danger, you can activate the alarm. The noise can help
identify an attacker or attract the attention of people nearby who can help you.

Key Features: The personal alarm emits a powerful and high-decibel sound, ranging from
120 to 140 decibels, designed to attract attention. This loud noise can distract the attacker,
giving the user time to escape or seek assistance. The alarm is designed to be lightweight and
compact, making it convenient to always carry. It is small enough to fit in a pocket, purse, or
attached to a keychain, ensuring quick access whenever required. The personal alarm can
withstand daily use and any strong impact. It is made from durable materials that can
withstand accidental wear and tear. It comes with an additional feature to enhance its
functionality. This includes a built-in LED light for dark environments, Further features can
be added such as emergency contact information, or even built-in safety whistles.

Target Market: This personal alarm targets a wide range of individuals concerned about
personal safety. It helps provide peace of mind to students, especially those walking alone on
campuses or commuting to and from school. Personal alarms can be handy for travelers
exploring new destinations, they are prone to encounter threatening situations. Personal
alarms are a simple solution for the elderly who are unaccompanied and require attention or
medical assistance.

3.5.1.2 Stun Gun

A stun gun is a device that delivers an electric shock to restrict the movement of an attacker
temporarily. It has two prongs at the front end that, when activated, emits a high-voltage,
electric charge upon contact with the target. The electric shock hinders muscular
movement causing the attacker to be unable to move while also allowing the user to escape.

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Key Features: Our stun gun comes in a small model that can easily be carried in a pocket or
purse. It is lightweight and made of aeronautical aluminum coating which is strong and
durable. It emits a white led light to help users see in low-light conditions and has an output
power of 10,000K Volts. Its power supply is a nickel-cadmium battery which can be recharged
by a USB cable. It is designed to be comfortable to hold. A keychain feature allows it to be
easily hung onto everyday items.

Target Market: The target markets include professionals such as security guards, or those
working in professions that involve facing critical situations that can benefit from the use of
security provided by stun guns. Individuals working late hours or in isolated environments may
find the stun gun valuable to stay safe. Stun guns act as a shield for women and girls exposed
to situations such as traveling alone in a crowded street, working in offices, and university
students who are harassed/catcalled.

3.5.1.3 Pepper Spray

Pepper spray is one of the essential self-defense products offered by DefendPro. It is a non-
lethal personal safety device that contains a concentrated solution derived from chili peppers,
specifically capsaicin, which is the active ingredient responsible for its powerful effects.
When used against, an attacker it can cause temporary blindness, difficulty in breathing, and
severe discomfort.

Key Features: The design of our pepper spray comes in a traditional canister with a keychain
model which can easily be hung onto car keys for quick use in a high-stress situation. Factory-
made is filled up to 20 ML and its active range of spray is approximately 3-5 meters. The
attacker would be hurt for approximately 30 minutes. It also comes with a safety feature to
prevent accidental discharge.

Target Market: Pepper spray is marketed toward women due to its effectiveness in personal
safety and self-defense. Women who live or work in urban areas, college students, and those
who frequently travel alone are important within this target market. Young adults, both male,
and female, who are actively involved in social activities, nightlife, or outdoor adventures
may see pepper spray as a useful tool to enhance their safety.

3.5.2 Price
3.5.2.1 Pricing Strategy

Value-based strategy is used. Our prices are set based on our customer's experiences and the
benefits they can derive from our products. The value of our products is assessed by
comparing the quality, features, reliability, and brand reputation. Our products are of high
quality, with the use of technology making them more efficient. As our brand grows, we will
eventually decide to incorporate extending our product line, implying strategies like market
penetration and product development. Our prices can be made flexible for our customers by
introducing promotional offers or discounts during specific periods.

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3.5.2.2 Promotion and Discounts

Promotion and discounts are essential to attract customers and increase our sales. Since safety
is an important cause, it is necessary to create awareness among our society about the
different ways we can adopt precautionary measures. To promote this, we would decide to
include online and offline advertisements, social media campaigns, email marketing where
our customers would be emailed newsletters, and collaborations with influencers who have a
strong social media presence. Doing so will help highlight the features, benefits, and
effectiveness of DefendPro's self-defense products.

Seasonal discounts will be offered according to different seasons, holiday periods, and
occasions where we can further highlight the importance of our safety products. An example
of this includes selling our products at discounted prices, providing limited-time packages
and deals, and selling multiple products in one kit. Coupon codes or promo codes will be
provided to customers that they can redeem during the checkout process. These codes can be
distributed through various channels, such as email newsletters, and social media platforms.
Holding giveaways is another way to engage customers with our brand. Giveaways involve
frequently interacting with the brand's social media page, sharing posts, and tagging the brand
in their posts which would boost our image and visibility to the audience.

3.5.3 Place

Our self-defense business involves selling products on social media. Through our Instagram
page, customers can directly purchase our self-defense products online, benefiting from the
convenience and ease ofonline shopping. Our Instagram page will be converted into an online
store. The link in biofeature would allow the customers to seek a wider view of our products
whereas all customerdealings will be dealt with through DM’s.

Additionally, we wish to make use of the WhatsApp business button so that people may contact
us directly on WhatsApp. Furthermore, for physical sales, we plan to advertise our products asa
part of LGU. The kit can be purchased by LGU students at any time within the university
premises. It would also boost LGU’s reputation among new students as being seen as a
university that is aware of the necessary needs and safety of its students. We aim to ensure that
individuals seeking personal safety can easily access our pepper spray, stun guns, and personal
alarms, empowering them with reliable and effective self-defense options.

3.5.4 Promotion

For advertising our products, we chose to make an Instagram page that will display all our
products, along with their description of variety, design, and quality. Currently, the page stands
at 50 followers but we’re working towards promoting it among our peers. Once the page grows,
we may also choose to take it further to a Facebook page, make YouTube Reels, and even
TikTok to highlight the importance of our products. With a wider reach, an e-commerce
website for the convenience of our customers will also be considered. We have decided to make
physical business cards to promote our business which will be given out at our university’s
business gala. Additionally, posters and brochures will also be made.
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4. OPERATIONALIZATION
4.1 Key Operations Management
4.1.1 Supply Chain Management

Establishing strong relationships with our suppliers is one of Defendpro’s top priorities. We
are aware of the importance of suppliers and taking them along in our journey as partners. To
make our supply chain effective, we would make sure to carefully monitor our stock, predict
what the demand would be like, and timely order our products.

4.1.2 Quality Assurance

To ensure that our product quality is top-notch, we would hold frequent quality assurance
checks and inspect for any faulty products. This can be done by closely working with our
suppliers and sourcing top-quality products to adhere to effective quality standards.

4.1.3 Order Fulfillment

Order fulfillment should be done timely and effective. It is a crucial part of operations
management. Our team would first handily respond to all confirmed orders. This includes
providing delivery updates and responding to queries of our customers. Our orders would be
delivered within 3-5 working days through local courier services such as TCS and Leopard
couriers. It will be ensured that all orders are delivered timely and accurately.

4.1.4 Customer Service

DefendPro will focus on providing exceptional customer service to build trust and loyalty. This
includes prompt and timely responses to the queries of our customers along with enhanced
communication. The issues and concerns of our customers would be addressed and resolved
effectively. Customers would be encouraged to provide continuous customer feedback to
improve service quality.

4.2 Demand

The demand for self-defense products arises from safety concerns and security issues of
individuals. Rising crime rates, kidnapping, and harassment cases make it necessary for every
individual to be equipped with the right products to remain safe and secure. The desire for
personal empowerment contributes to the demand for our self-defense products. The demand
can also be influenced by societal shifts. For example, political strikes where women actively
participate in a rally, are often at risk to be manhandled by the police or army. This increases
the awareness for women to have safety products on themselves for self-defense. Changes in
lifestyle, urbanization, and women's empowerment movements can also impact the demand
for self-defense products.

The demand for self-defense products can increase by instilling a level of awareness and
education regarding personal safety. Efforts to educate the public about the importance of
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personal security and the availability of self-defense products can potentially increase
demand. Limited competitors in the market, such as in the case of DefendPro are another
opportunity to increase demand.

4.3 Supply

In the supply section of the report, we will discuss the suppliers of DefendPro's self-defense
products. Our focus is on sourcing products from local markets in Pakistan where products
are bought in bulk from sole proprietors. The suppliers include local businesses and sole
proprietors within Pakistan’s slum markets. These suppliers specialize in manufacturing or
sourcing high-quality self-defense products, including pepper sprays, personal alarms, stun
guns, and other related items.

By purchasing products in bulk from local sole proprietors we would be able to also support
local businesses and contribute to the growth of our economy.

4.5 Distributor

Distributors play a crucial role in making sure our self-defense products are made available to
customers through various channels. Currently, our sole focus is on converting our Instagram
page into an online shop. All business orders will be maintained through Instagram. In the
future, once our product line expands, we may decide to form partnerships with retail stores
such as Carrefour and Metro where our products can be displayed. Another option would be
to maintain strong relationships with those suppliers that already have existing contacts with
retailers across the target market. The retailers will be provided with all the necessary
information to showcase the products.

DefendPro will explore opportunities to sell its self-defense products within university
premises to promote self-awareness among students about the importance of self-defense. To
set up product sales within university premises, the approval of VC would be needed.
Promotional activities such as flyers, posters, and social media announcements can be
employed to create awareness among the university community about the availability of self-
defense products.

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 5. HUMAN RESOURCE MANAGEMENT

CEO

Marketing Operations
Manager Manager

This hierarchy chart for DefendPro represents three key positions within the organization:

1. CEO (Chief Executive Officer)

• Responsible for overall strategic direction and decision-making.

• Oversees all aspects of the business, including operations, finance, marketing, and
growth strategies.
• Sets goals and objectives, establishes company policies and ensures alignment with the
vision and mission.

2. Marketing Manager

• Manages all marketing activities and initiatives to promote DefendPro's products.

• Develops marketing strategies, conducts market research, and identifies target
customers.
• Executes digital marketing campaigns, collaborates with influencers, and manages
social media platforms.
• Monitors marketing performance analyzes data and adjusts strategies to optimize
results.

3. Operations Manager

• Oversees the operational aspects of DefendPro, including supply chain management,

production, and logistics.
• Manages relationships with suppliers, ensures timely delivery of products, and
maintains inventory control.

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6. FINANCIALS
6.1 Breakeven (No profit No loss)

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6.2 Profit and Loss Statement

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6.4 Balance Sheet

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7. CRITICAL RISKS ASSOCIATED WITH THIS BUSINESS
7.1 Regulatory and Legal Compliance

Legal compliance requires having the right licensing and requirements to sell these products
in the market. Stun guns and pepper sprays may be used for the wrong reasons by people. It is
necessary to ensure that your country’s laws allow you to sell these products. It should also
be ensured that any fatal accidents by misuse of these products do not harm our brand's
image.

7.2 Product Liability and Safety

Product defects can lead to potential injuries or harm to customers. This can result in claims
by the victims in court, harm the reputation of our brand, and even cause financial losses.
Quality should be assessed while supplying these products to make sure no faulty items are
being sold.

7.3 Technological Advancements

It is important to continuously invest in research and development and keep up with

technological advancements to compete in the market. Failure to do so can result in decreased
demand or downfall of the business. Industry trends should be monitored, and innovation
should be brought up consistently.

7.4 Brand Reputation and Public Perception

Customer dissatisfaction can damage DefendPro's brand reputation, resulting in decreased

sales. If you focus on delivering high-quality products, timely addressing customer concerns,
and providing feedback, and maintaining strong communication then the damage can be
reduced.

7.5 Competitive Landscape

Increased competition from existing competitors or new players in the market offering similar
self-defense products, can potentially lead to reduced visibility of the brand in the market.

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8. HARVEST STRATEGY
8.1 Sale of Business

If another investor or company shows interest in our business, DefendPro may decide to sell
the business and opt for a profitable strategy.

8.2 Initial Public Offering (IPO)

DefendPro may decide to offer shares to the public to increase capital, brand visibility and
attract investors to invest in our company.

8.3 Acquisition by a Larger Company

DefendPro might explore the option of being acquired by a larger company in the self-defense
or related industry. An acquisition could provide access to additional resources and
distribution channels.

8.4 Dividend Distribution

If DefendPro becomes a profitable and cash-flow-positive business, it could choose to distribute

dividends to its shareholders. This strategy rewards investors and provides a return on their
investment without having to sellthe business or go public.

8.5 Strategic Partnerships/Joint Ventures

DefendPro might explore strategic partnerships or joint ventures with complementary

businesses in the security, personal safety, or retail industries. Such collaborations could
leverage shared resources, expand market reach, and unlock newgrowth opportunities.

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9. MILESTONE SCHEDULE

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10. APPENDIX A (BROCHURE)

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APPENDIX B (PLAGIARISM CHECK)

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11. MILESTONE SCHEDULE

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12. APPENDIX A

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