BUSINESS PLAN

Presented By:

Aradhana Jain 19bbl001

Abhyudaya Bajpai 19bbl002
Aditi Mishra 19bbl003
Aditi Shah 19bbl004
Aditya Tolani 19bbl005
 TABLE OF CONTENTS

EXECUTIVE SUMMARY......................................................................... 3

INDUSTRY ANALYSIS............................................................................. 4

COMPANY DESCRIPTION....................................................................... 8

MARKET ANALYSIS.................................................................................11

SURVEY REPORT...................................................................................19

ECONOMIES OF BUSINESS...................................................................27

MARKETING PLAN ..................................................................................32

DESIGN AND DEVELOPMENT PLAN...................................................... 25

OPERATION PLAN ..................................................................................27

MANAGEMENT TEAM & COMPANY STRUCTURE................................ 31

FINANCIAL PROJECTION ...................................................................... 36

ANNEXURES............................................................................................

EXECUTIVE SUMMARY

We are keen on introducing a product-based business idea in the form

of a liquid repellent. Stains, no matter how much you try to avoid, are a
part of our everyday lives. To remedy the stain, some people run for
bleaches, some get gel stain removers and others go for detergents, all
good, but not as time-efficient and undemanding as Stapell, which
sprayed once on your clothes will act as a repellent to all the stains for a
month.
We have targeted the perfect market sector. People (especially women)
of age group from 18 to 54 years old are the target audience for the
product as well as the middle-class category. The Stapell comes under
the middle-class target group. Consumers are looking for laundry care
that is low-cost and low-effort. Recession had an effect on purchasing
laundry care products, now coming out of the recession, people still
want to save money on laundry. Moreover, More concentrated care
products as well as Ease of effort within those products. After perfect
gap analysis, we come up with stapell which can meet the needs trend
as it takes away stains within 2 minutes, Works instantly, no wash
needed, eco-friendly etc.

The good operating leverage is when it is greater than 0, so we are just

starting our business and it is 0.5. It means that the sales are high
enough to pay for all the costs, and the profit is zero and it also helps us
in calculating break-even points. The Operational Plan of Stapell is well
organized and it defines various obligations to each manager and
employee whereas the main objective of Stapell is to gain market share.
For this we have made short term goals which will lead us closer to our
goal and Effective Advertisement Campaign. We have segmented their
market based on income, benefit sought and social class. With regards
to financial projections, we have elaborated the funds required for
various essential requirements, capital investment and cost statements.
With the help of technical know-how, we have created an easy-to-go
design for our product where the lower chamber of pressurized air
creates upward inward force.

Public Relations could be utilized in building and improving the brand of

the detergent on sale through adequate publicity. On the other hand,
sales promotion could be utilized by the company to improve sales
within the segments that experience low sales. Moreover, this product
will continuously be in the market and will not be exclusive for a certain
time period.
 INDUSTRY ANALYSIS

Sales Projection
A sales projection is the amount of revenue a company expects to earn
at some point in the future. It's a prediction that is synonymous with
a sales forecast. Both help determine the health of a company and
whether sales will trend upward or downward. Our sales projection
which we have estimated is 80,00,000 as the pricing which we have done
for every size of bottle is different and we will sell 20,000 bottles in total.
Sales Projection of each size of bottle:

Quantity Selling Price Revenue generated

50ml (5000 units) Rs. 150 7,50,000

100ml (5000 units) Rs. 250 12,50,000

250ml (5000 units) Rs. 450 22,50,000

500ml (5000 units) Rs. 750 37,50,000

Total(20000 units) 80,00,000

Size
The India detergents market was valued at INR 42,827.4 crore in 2019 and is projected to reach
INR 73,660.4 crore by 2027; it is expected to grow at a CAGR of 7.0% from 2020 to 2027. We
will only take 0.5% of the market size of the detergent as our product is a kind of similar to the
detergents but in a new form and we are just starting with the business and it will be of new kind
so our share will also be less in the starting. It will grow further when we reach the customer's
satisfaction level.

Growth
India liquid detergent market is anticipated to undergo substantial rate of growth during the
forecast period owing to the rising popularity of eco-friendly liquid detergents as synthetic
detergents tend to pollute water as well as the environment. Moreover, the increasing population
of working women in India coupled with the growing penetration of washing machines in the
market is expected to drive the India liquid detergent market by 2025. So as per the projection
there will be a growth in the detergent market and this is the right time to enter into the market and
capture the market.

Promising Area
We are targeting the households and students who face the problem in removing stains from their
clothes, so based on end user, the India liquid detergent market is segmented into residential and
commercial sectors. The residential sector is expected to dominate the liquid detergent market by
2025 in terms of revenue owing to the increasing penetration of washing machines in Indian
households. As liquid detergents are more compatible with washing machines, they are finding
high usage in households compared to commercial use.

Challenges
Health and Safety Issues: As the product contains a lot of Chemicals the Users of this product
should read the label carefully prior to usage to alert them to the presence of any chemicals
classified as irritants and /or allergenic fragrances. Presence of Chemicals brings this challenge
with itself and users must be careful.
Product Innovation: Novel products can help transform the household cleaning market place. As it
is a rapidly growing market new products come up fast and people easily get attracted to the new
products as there is not much price difference.
High Competition: High competition in the market coupled with pricing wars is acting
as a deterrent to the growth of the industry. As this product is not a high-end product
people easily tend to switch to different brands if there is not much price difference.

Vulnerability rate of industry: Threat of Substitutes

Premium Price Segment: In the premium segment, frequency of purchase gets affected as
customers able to pay premium prices also tend to spend more on maintenance. Hence they are
preferring Dry Cleaning more which affects the premium segment more. Other alternatives,
presumably high priced, makes this segment highly vulnerable.
Mid-Price Segment: It is medium and therefore, any new technologies, like liquid soaps, etc. can
easily replace the existing players/ brands and more people moving to higher segments, and
increasing disposable income makes this segment a little bit vulnerable to alternatives like Dry
Cleaning. But still the market is huge and the whole market cannot move to alternatives, hence the
threat is medium. Low Price Segment, it is low as there is no economical alternative/substitute
which is cheap enough to replace already low-priced detergents. So the threat from substitute
products / alternatives for fabric- washing is low.
 COMPANY DESCRIPTION

Stains, no matter how much you try to avoid, are a part of our everyday
lives. To remedy the stain, some people run for bleaches, some get gel
stain removers and others go for detergents, all good, but not as
time-efficient and undemanding as Stapell, which sprayed once on your
clothes will act as a repellent to all the stains for a month.

Who are we?

We are a group of young entrepreneurs, from the Institute of Law Nirma
University and have a sizable knowledge of different chemical
ingredients considering our background from the Science stream and
background of family chemical engineers.

What do we do?
Our project includes and justifies the purpose of this startup and our
product as to how useful it will be along with competitive analysis and
first-mover advantages. It includes financial consideration and start-up
financing requirements. The organizational structure of the company as
to how it will manage the activities and direct to achieve the goals of an
organization. These activities can include rules, roles, and
responsibilities. The organizational structure also will determine how
information flows between levels within the company.

Why us?
The word Stapell is derived from joining two words i.e. ‘sta’- stain and
‘pell’- repellent. Stapell adds a layer of protection for everyday items
which repels liquids, block stains and is eco-friendly as it is free from
Perfluorooctanoic acid [‘PFOA’].
This stain remover works with a superhydrophobic liquid with a
water-based solution which does not let tough stains penetrate fabrics
and keeps your clothes safe. With a future view to diversify, there are
different sprays for different products based on the fabric and material
and also has different quantity bottles as per the need. It has a powerful
nanotechnology-enabled protective coating for various surfaces and
that protects the material from damage caused by liquid-based
substances.

Eureka! – The stemming of this idea

Throughout law school, despite the balance to keep grades, projects,
competitions and internships in place, another thing we struggle with
the most is keeping our white shirts ironed neatly. The conundrum and
difficulty to be alert and not spill anything on our whites have no
bounds. It made us think of creating a spray that leads to prevention
rather than cure.
Every human can be clumsy at times. The fact that anything can get spilt
on our casual and sometimes designer clothes from an office meeting to
an ordinary gathering with our friends to a wedding, led us to the
conclusion we can create a panacea for all our stains!
OUR VISION – To be a dominant market player for an advanced spray
repellant.
OUR GOALS AND OBJECTIVES – To deliver a comprehensive
assortment of safe products designed to repel liquids and help people
protect and preserve their most valuable assets.
OUR VALUE STATEMENT – We preserve.
 MARKET ANALYSIS

Target market sector & Target segment

For our detergent spray, our target group/sector is women aged from 18
to 54 years old as well as the middle-class category of the population
and college students. We have targeted this audience because spray
serves the best for women in households going through the burden of
washing clothes every day. Moreover, students will have easier access
to detergents and will be able to keep their white’s white by minimal
efforts.
People who have fixed budgets for household things like washing
detergents or soaps and look for economical options Stapell serves as a
better option and helps the consumers with one of the finest products at
convenient rates.

Product Market Matrix ANSOFF

Existing product and existing Market Penetration

market
Existing product and new market New market development
New product and existing market New product development
New product and new market Diversification
Positioning
A product that has all the required qualities needed in the detergent and
priced well in the market affordable to all.

5-Step Process of Identifying the Consumer Buying Behaviour

1. Problem Recognition – Dirty clothes need to be hand washed as
only 28% of the households have washing machines. The aim of
using the spray detergent is to make the clothes smell good and
keep the impurities away, therefore, it is used in small quantities.
2. Information Search – Apart from television, word of mouth
publicity is predominant as women in India wash clothes
approximately five times a week in a public laundry which is more
like a gathering place.
3. Evaluation of Options/Evaluation of detergent is based on the
following attributes:
● Ability to clean and whiten the clothes with a small quantity
of product.
● Smell of the detergent is directly proportional to the
softening power of the detergent and gentleness to fabric
and hands. ⁄ Stain removing ability without the use of
laundry soap and bleach.
● Ease with which the powder dissolves in water and absence
of residue on the fabric after rinsing.
● Packaging Distinctive, simple and recognizable, easy to
open and protection against humidity.
● Impact of colours was the least attribute for these
consumers.
 4. Product Choice ⁄ Analyses of the exhibits in the case study
reveals that Stapell brand has all the required attributes and is
quite popular among the Indian consumers. However, majority of
them could not afford to buy Stapell.
5. Post-Purchase Evaluation ⁄ Since, the product is not complex and
is used in day today life, looking at the constraints available in the
Indian region, low income consumers do not have a choice to
purchase the best at low price. So, assumption is that they go by
whichever detergent powder is available in the market as per their
budget. Therefore, post purchase evaluation hardly plays a
significant role

Levels in the Product ( Stapell ):

1. Core : Clean and white clothes
2. Basic :Attractive orange packaging , and less expensive
3. Expected : Brand name will live up to the expectations of the clothes
turning whiter and cleaner in a wash as compared to other brand
4. Augmentation: Customer care – toll free no . Feedback on social
media, offers
5. Expected: More whiter and cleaner, more long lasting fragrance
6. Potential : Upgrading from powder to liquid detergents, more offers,
automatic washing machine detergents.

Major competition and diversification

1. OxiClean (Church & Dwight)

The detergent market in India is divided into three segments –
premium, mid-range, and popular. The premium segment comprises
Ariel and Surf; the mid-range segment comprises Tide, Henko, and
Rin; and the popular segment comprises Mr White, Wheel, Nirma and
Ghari. The market share of the detergents in the premium segment is
 15%, and that of the mid-range and popular are 40% and 45%
respectively.

● A powder Based product that repels stains.

• Strengths: OxiClean is a powerful stain remover that removes
many kinds of stains, including set-in stains, and is readily
available in the same markets.
• Weakness: OxiClean cannot be used on-the-go and is more
expensive than the “Stapell”.

2. Shout Wipe & Go (S.C Johnson)

● Price: Rs. 184- Rs. 220
● Individually wrapped
moist towelettes with stain removing
power.
• Strengths: Shout is at a
comparable price and can be found in
the same markets as Stapell. As well
as portability.
• Weakness: Shout Wipe & Go have not been as well introduced
into the market. They also do not store as well.

Indirect Competition: Competitive Analysis

1. Dawn Dish Soap

– Average Price: RS. 257
– Conventionally used as dish soap that is tough
on grease.
 • Strengths: Known for having the power to cut through grease on
many materials besides dishes. Priced the near to “Stapell” for
more of the product.
• Weaknesses: Not a conventional method of stain removal and
cannot be used in a simple on-the-go laundry care way.

2. Arm & Hammer Baking Soda

– Average Price: Rs. 220
– An untraditional method of stain
removal, baking soda is used to solve a myriad
of household cleaning problems, including
clothing stains.
• Strengths: This product is a natural
solution to stain removal and costs around the same as “Stapell”.
• Weaknesses: An unconventional method of stain removal, this
product takes much more effort to get rid of stains and does not
yield similar results.

The Future of Detergents: Top Trends Driving the Industry

How are appliance technologies, consumer preferences and regulatory
pressures changing what’s in your detergent?
Manufacturers are continually tweaking formulations for laundry,
dishwasher and other detergents to make them more sustainable,
effective and suitable for today’s technology. Here are some of the top
trends likely to influence further changes.

● The “green” movement: Consumer preference is driving increased

interest in products that are more sustainable to manufacture and
safer for the environment when released in wastewater, such as
 surfactants derived from natural oils instead of petroleum.
● Raw materials costs: Many detergent precursors are derived from
petroleum, making their costs highly dependent on a volatile oil
industry. The speed of movement to alternative naturally-derived or
synthetic raw materials will depend heavily on the relative costs of
each of these.
● Appliance technologies: Detergent formulations will continue to be
driven by changes in the machines that the consumers are using.
The move to high-efficiency washing machines, which use relatively
little water, has already resulted in the formulation of new
high-efficiency detergents. As more consumers make the change to
newer energy-saving machines they are likely to drive continued
improvement in detergents designed for low-water and cold-water
washing.
● Regulatory trends: Regulatory agencies are putting increased
scrutiny on the various chemicals that make up detergents and
personal care products. One area to watch may be in preservatives.
These are biocidal agents added to prevent the growth of molds and
bacteria in products. Recently, there is growing concern about their
environmental impact when released in wastewater.

GAP ANALYSIS

Current Client
How Stapell meets needs Trends
Needs/ Trends
- Effectiveness on stains - -Takes away stain within 2 minutes.
- Comparable to other products on the market
- Affordable
- Can be found at almost every local grocery/convenience
- Accessible
store.
- Time-saving and
- Works instantly, no wash needed
simplicity
- eco-friendly as it is free from Perfluorooctanoic acid
- Environmentally friendly
[‘PFOA’].
- Innovation
- spray that leads to prevention rather than cure
 SURVEY REPORT

This survey report is a document whose task is to present the information gathered during the
survey in an objective manner. It presents a summary of all the responses that were collected in a
simple and visually appealing manner.
From the above survey, it has been inferred that;
i. There are 65.8% of people who are of the same age group as of our target market.
ii. Moreover, 43.9% people are employed also which means they have rare availability
of time to fix their stain. Consequently, data shows that 85.1% of people due to lack
of time or any other reason don’t use or throw their clothes.
iii. At the same time 64.5% of people have household income of Rs. 50,000 or more and
huge number of people ( 78.5%) are particular about clean surroundings. Since,
majority of people treat their stains at home so it is a tremendous innovation as
evident from data to prevent your clothes by using our product “Stapell” rather than
cleaning it.
iv. Our idea appeals to 75.4% people and 81.5% of people are very much interested or
somewhat or interest in buying our product.
 ECONOMIES OF BUSINESS

1. Revenue & Profit Margin

The revenue number is the income of a company generates before any expenses are taken
out. Therefore, when a company has "top-line growth," the company is experiencing an increase in
gross sales or revenue.
Both revenue and net income are useful in determining the financial strength of a company, but
they are not interchangeable. Revenue only indicates how effective a company is at generating
sales and revenue and does not take into consideration operating efficiencies which could have a
dramatic impact on the bottom line.
The profit margin is a ratio of a company's profit (sales minus all expenses) divided by its revenue.
The profit margin ratio compares profit to sales and tells you how well the company is handling its
finances overall. It's always expressed as a percentage.
Now we would like to explain our profit margins and revenues though a graphical presentation.

Formula: Sales - Variable Cost= Contribution

Contribution – Fixed Cost= Earnings before Tax (Potential Profit)
So in the above graphical representation we can see that the revenue i.e., sales was of 20,00,000
we are left with the contribution i.e., 20,00,000 and then we deducted fixed cost (15,00,000) and
variable cost (8,74,000)from the contribution and now we are left with Earnings before Tax which
is our Potential Profit that is equal to 16,26,000.

2. Fixed & Variable Cost

As per the expenses and funds involved to start our business which includes both the costs i.e.,
fixed cost and variable cost.
In our product we have fixed cost that is the cost which does not change with an increase or
decrease in the amount of goods and services produced and sold. These are the expenses that have
to be paid by a company, independent of any specific business activities. We can take legal, rent,
insurance, lighting and machinery, depreciation on plant and machinery, staff salaries and return
on investment as our fixed costs.
Total fixed cost involved is 8,74,000.

In our product we have variable cost that is the cost which changes as the quantity of the good or
service that a business produces changes. Variable costs are the sum of marginal costs over all
units produced. They can also be considered normal costs. We can take office & stationary,
material, packaging, selling, distribution and petty cash expenses as our variable costs.
Total variable cost involved is 15,00,000.
 3. Operating Leverage
It is measure of how revenue growth translates into growth in operating income. It measures the
degree to which a firm or project can increase operating income by increasing revenue. A business
that generates sales with a high gross margin and low variable costs has high operating leverage.
Formula: Fixed Cost/Total Cost= Operating Leverage

8,74,000/23,74,000= 0.37
The good operating leverage is when it is greater than 0, so we are just starting our business and it
is 0.4 it means that the sales are high enough to pay for all the costs, and the profit is zero and it
also helps us in calculating break-even point.
 4. Break Even Point
The breakeven point is the level of production at which the costs of production equal the revenues
for a product and this will only be possible when the fixed cost will also get covered, after that
only we can say that the cost of production is equal to the revenues. So here in the graphical
presentation we can see that we have reached the break-even point at which the fixed cost gets
covered.
Formula- Fixed Cost/ Contribution per unit
So, if we take 20,000 as total units then the break-even point will be achieved when we will
produce 7,333 bottles (in units).
 MARKETING PLAN

Stapell: Liquid marketing strategy

The broad objective of this research is “To analyse the present marketing strategies and then
formulate suitable marketing strategies of launching White detergent powder”. The specific
objectives are:
1. To find out the demand for detergent powder.
2. To find out the perception of the users about detergent powder.
3. To find out the suitable promotional activities followed by the different companies promotion
activities by different companies.
4. To analyse how customers will be satisfied.
5. To find out the demographic characteristics (age, income, occupation etc.).
6. To find out the effective price of detergent powder.
7. To find out the available and suitable places for selling detergent powder.
8. To find out the present marketing strategies, objectives of other detergent companies.

Making sales strategy

1. Brand Awareness Level
Do consumers even know your brand exists? Twitter is a food entrepreneur’s best friend to
ask the consumer what is on their mind. One thing you can do is conduct in-store surveys.
This can be combined with food demo’s you are already planning. Another idea is asking
non-competing brands to poll customers on their website, with a promise to reciprocate.
2. Consumers Preferences
Brand awareness is simply not enough—you need a brand to be your brand evangelists. Set up
a blind taste test at a neutral location, letting consumers sample your product and that of your
competitors. Find out which brand they prefer, and most importantly, find out why. Is it the
taste, the packaging, or what they believe you stand for?
We are developing a product positioning statement which is a must to help you think about
your entire brand experience. Make sure the public knows if your process is “green” or if you
support a favourite charity. All of these factors contribute to an improved product perception
and that is exactly what we at Stapell will establish.
3. Brand Recognition
A major salt company once changed its package without telling Hispanic demographic, one of
its key user groups. By no surprise, they lost sales. Food packaging needs to do more than
protecting your product. Packaging communicates your brand identity that gets the product
 flying off the shelf. And therefore, Stapell will have an attractive packaging for its brand
recognition
4. Perceived Value
Value perceptions come in all shapes and sizes. Value is a function of quality, price, and
quantity. We will tell customers that our product has a superior refining process, a smaller
carbon footprint, or a larger, fuller container than your competitor’s.
5. Effectiveness of the product
Today in the market there are substitutes available of each and every product. We can’t
neglect the fact that the customer using the substitute product and it may be superior to your
product in some or the other way. Our stapell is a substitute for normal detergents and
provides an easier way out for students and housewives.
6. Focusing on the positives
We find out the points on which we can pitch the customer and convince them to buy your
product or service. For eg- convincing them by telling them how your product or service will
save their time or if the customer is using the substitute product or service then convincing
them and making them understand how your product or service will supplement their currents
product.
7. Creating relevant and unique content
We have a dedicated team that works on creating unique and appealing content so that it will
attract more and more customers. In this way your brand will be promoted by us and
remembered by all.
8. Creating channel
A proper channel of distribution for the product or the service is must. In this part face to face
marketing plays an important role because if you wish that your product should be available at
every store in the locality you need to create a strong distribution channel. For this you need
to personally visit the stores and convince them to sell your products.

Long-Term Goals – Strategy

It’s easy to fall into the trap of just promoting the deal of the week. In the end, it keeps you on the
shelves but it doesn’t build your brand. Consumers are fickle and will switch brands to get the sale
price and then switch back. To build loyalty, one needs to continuously advertise and promote
your brand’s attributes, both the physical ones and the intangible ones.
Engaging in cause-related marketing helps this effort. Consumers will always support the brand
they believe supports their ideals, their lifestyle, and their values. We will demonstrate that we
really care and customers will continue to purchase from you and recommend your brand.

Promotion mix strategy

Explanations on the use of push and pull strategies:
- The company will use the combination various promotional elements such as advertising,
 personal selling, sales promotion, public relations as well as direct marketing tools. Push
and Pull approaches would be applied where by the push strategy will be used in the
process of positioning the product at suitable places where the need of detergents is high.
- The push model would help in equipping the chosen channels of distribution hence
helping in delivering products to right locations at the right time. However, the use of
push strategy in promotional mix demands that all decisions concerning consumers are
made from the company’s management team.
- Pull strategy on the other hand will be used in the processes of improving on the
marketing strategies geared towards satisfying the needs of the target population. The pull
- model would help marketers of the detergent spray to come up with innovative ideas
capable of meeting the market demand on the detergent. The Pull strategy utilizes arising
opportunities of marketing and making the products available to consumers at convenient
shopping centres.

Discussion on Three Promotional Tools

Sales promotion would be used in marketing Stapell. This is since the product is still new in the
market, hence consumers need to be first of all attracted and persuaded to purchase the detergent.
Promotion strategy to be used is buying two getting one free and at the same time the company
will utilize the use of price-offs.
Promotion would help in dealing with the high level of competition within the soap and detergent
industry. The message on the product would be conveyed through the use of coupons and direct
mails on the loyal customers to improve the level of repeat sale
The use of public relations would also suit the sale of the detergent within the market. Public
relations would help in building good relations between the company and consumers through the
product offered. Consumers would be more attracted in the product brand hence helping in
building the company’s image.
Public relations would assist in the process of exposing the product through the media. Direct
marketing of Stapell would utilize the use of direct mail and telemarketing in dealing with
consumer attitudes and awareness.
Advertising through the media could be utilized for the purposes of familiarizing the market
concerning the detergent. In this case an advertising agency would be contracted to help in
accomplishing the company’s advertising objectives through effective planning and
implementation. The adverts would be made through magazines and radios for the start.
Conclusion
According to the discussion, public relations stands out as one of the tools with the capability of
creating a stronger impact on public awareness of the detergent with less costs incurred. PR could
be utilized in building and improving the brand of the detergent on sale through adequate
publicity. On the other hand sales promotion could be utilized by the company to improve sales
within the segments that experience low sales.
Moreover, this product will continuously be in the market and will not be exclusive for a certain
time period.
 DESIGN AND DEVELOPMENT PLAN

The design and development plan section's mission is to give investors an overview of the
product's design, map its evolution in relation to production, marketing, and the business itself,
and build a development budget that will help Stapell meet its objectives.

(Following is a pictorial description of the working mechanism of a Stapell detergent)

(Also, following is the depiction of the physical parameters of Stapell detergents)

Product Development Vision
Product development goals should be based on both the technological and marketing aspects of
the product so that the development team can work from a clear outline. Accordingly, we envision
the following characteristics that our product would mandatorily display:
- Protect materials from damage caused by liquid-based substances.
- Powerful nanotechnology enabled protective coating for various surfaces.
- Non-toxic and eco-friendly.
- One application protects materials for up to a month.
- Different spray for different needs.
- Different quantity bottles as per the need.

Pre-delivery Stage
Before the detergents are ready for the final delivery, following are 3 steps we’ll look over,
pursuant to the pre-requisites set out by Terence P. McGarty (Business Plans That Win Venture
Capital):
1. Preliminary product evaluation: All functionality and specifications of the product are
examined.
2. Critical product review: All of the product's main elements are reviewed and compared to
the production timeline to ensure that everything is on track.
3. Final product review: To ensure the prototype's integrity, all aspects of the product are
compared to the targets.
 OPERATION PLAN

The Operational Plan is an extremely detail-oriented plan that clearly defines how a team or
department contributes to reaching company goals. It outlines the daily tasks required for running
a business. When properly created, an operating plan makes sure each manager and each
employee know their specific obligations, as well as how they should execute them within a
defined timeline. Mapping out the day-to-day tasks that ensure a clear path to your business and
operational goals is essential to success.
The Operational Plan of Stapell is well organized and it defines various obligation to each
manager and employee

Objectives
▪ The main objective of Stapell is to gain market share. For this we have made short term
goals which will lead us closer to our goal.
▪ Effective Advertisement Campaign

Success Program Lead Finish

GOAL 1 Strategies Budget Source of Fund
Criteria Activities Staff Date

Planning Strategic Create a Follow through AMIT 01-06-21 30,00,000 Entrepreneurs

Planning collaborative and hold Investment
and Inclusive people
process accountable
Policy Product More chemical Workshops AKSHAT 01-07-21 20,00,000 Bank Loan
Development Improvement engineers JAIN

Professional Productivity Staff Staff PALLAV 01-11-21 50,00,000 Entrepreneurs

Development Assessment Participation ARGAL Investment
 Success Program Lead Finish
GOAL 2 Budget Source of Fund
Strategies Criteria Activities Staff Date

Planning Tactical Assign actions Delegate work AMAN 01-06-2 10,00,000 Bank Loan
Planning to strategic to specific KADRI 1
plans people
Policy Promotion More digital Podcasts ALAY 01-08-2 10,00,000 Bank Loan
Development Strategy engagement RAJE 1

Professional Positioning More Staff Weekly staff JATIN 01-12-2 40,00,000 Entrepreneurs
Development Statement engagement competitions 1 Investment

These are the goals that the company aims to achieve in next few months and additional factors
that affect the goals are: -
▪ Suppliers: - The role of a supplier in a business is to provide high-quality products from a
manufacturer at a good price to a distributor or retailer for resale. A supplier in a business is
someone who acts as an intermediary between the manufacturer and retailer, ensuring that
communication is forthcoming and stock is of sufficient quality. We have suppliers for plastic,
chemicals, raw materials etc.
▪ Equipment and Technology: - As technology plays very important role we have made our own
product site so that the consumer gets to know about product more efficiently and also
connect with us easily. There are various machines installed to make production effective.
▪ Cost: - Due to price sensitivity of Indian consumers across the market segment, the price of
the product is quite reasonable and targets midrise segment. The discounts offered are broadly
of two types, one is quantity discount available on bulk purchase as we want to inculcate the
habit of bulk purchase in Indian consumers to achieve efficiency in our operations and second,
we give seasonal discounts.
▪ Location: - Stapell line of products are available in Maharashtra and Gujarat currently but
available all over India through online platforms like Amazon, Flipkart, Snapdeal etc. we are
also targeting rural markets through smaller packaging.
▪ Work Hours: - Unless the worker has an opt out agreement, or an exemption applies, workers
aged 18 or over have to work for more than 48 hours a week on average. Workers are entitled
to regular breaks in the working day. They are offered a minimum 20-minute break for every
shift lasting more than six hours.
Segmentation
We have segmented their market based on income, benefit sought and social class.

SL. Segmentation Reason Example

1. Income Consumers prepare to spend Higher income,
according to their income scale moderate income.
2. Social Class Different classes’ people want Upper class, Middle
different quality and price to class and Lower class
purchase.
3. Benefits sought Quality, service, economy and Some want quick
convenience differ from consumer to wash, some want to
consumer care fabric and color,
some want it for
urgent use
 MANAGEMENT TEAM & COMPANY STRUCTURE

Throughout the our treacherous yet exhilarating journey of business planning and labelling
ourselves as the founders of a venture, were told to be wary of the following:
“It’s no good having a first-rate idea for a new business if you have a second-rate management
team.”
Based on Jeffrey Timmons’ framework, one of the three driving factors of a successful new
business is the entrepreneur himself (or, in our case, the entrepreneurs themselves) and the
opportunity that is taken. Certainly we have realised the opportunity of creating hassle-free
products that Stapell would be offering. However, it’d perhaps turn out to be an A-grade idea with
a B-grade implementation, if we do not have a good management team.
A team, in general, consists of people who have complementary skills and are working towards a
collective purpose. Teams are formed by grouping workers in such a way that they produce a wide
range of expertise and discuss a particular operational aspect of the company. Every team is a
group, but not every group is a team, as the saying goes. In comparison to conventional systems, a
team structure must be less hierarchical, share leadership, and be more fluid. True teams do not
break up after completing a project. Rather, they continue to evolve and adjust over time to meet
community and organisational goals.
Admittedly, as a group of law students, keen on learning the know-hows of the entrepreneurship
world, we do possess the requisite level of zeal and curiosity. However, whether we possess the
experience is a separate but an equally valid concern. In that respect, we have taken the decision
of making Stapell a geographically-limited business, that exists and flourishes alongside our
undergraduate degrees. Through this, we would not only be reducing the overall expenses attached
to gathering high-end MBA advisors, but also reduce the risk attached to our business as a whole.

The Team: What skills do we possess?

Resounding the earlier description, we put forth ourselves as an enthusiastic group of law students,
eager to take on the business world. We belong to distinct backgrounds, not only geographically,
but also with respect to our knowledge and skill set.
 Name Skills
Aradhna Jain Has her knowledge based in scientific studies
and is highly devoted towards research and
background studies for development of both the
product and the overall business. She also holds
an understanding of the ethical standards of a
business venture, and has a strong grasp over
the technological facets required in the start-up.
Aditi Mishra Presents as yet another scientific brain, and
believes in the hustle culture. As a hustler, she
knows how to plan ahead and be mindful of the
requisite deadlines. She has an exceptional
drive and optimism towards making the start-up
successful for the get-go.
Abhyudaya Bajpai Has a strong background in commerce and
analytics. He has a crafty approach towards the
finances of the business and the accounting
know-hows. He is also the first at taking
initiatives, and has the qualities of a leader.
Aditi Shah Possesses an innate understanding of the
legalities of business and the corporate
complexities that the team may face, going
forward. She also has an inclination towards
research and development. As a team member,
she has remarkable interpersonal skills and is
usually the motivated one among the lot.
Aditya Tolani Has a strong grasp over the financial intricacies
and the issues of intellectual property. He has a
unique approach when it comes to networking
and all in all, making the sales aspect of the
venture a highly customer-friendly endeavour.
He has a persistently optimistic outlook towards
the venture, and possesses incredible
communication and listening skills.
On the basis of the aforementioned, we henceforth also recognize the importance of having a
CEO, COO and CFO in any business is vital. Accordingly, the role allocation shall be as follows;
The Team: How do we envision our communication?
A company structure is made up of tasks like task allocation, planning, and management that are
all aimed at achieving organisational goals. It can also be thought of as the lens or viewpoint from
which people see their organisation and its surroundings. Based on their goals, an organisation
may be organised in a variety of ways. The modes in which an organisation works and functions
are determined by its structure. The company structure allows for the explicit assignment of
responsibilities for various functions and processes to various departments, including the branch,
department, workgroup, and employee.
Since we blatantly admit to be in our learning phase, we believe it is but adept that we conform to
the democratic team structure. The reasons for such a choice will be expanded in the ensuing
paragraphs.
Democratic leadership, also known as participative leadership or shared leadership, is a form of
leadership in which community members participate more actively in decision-making. Each team
member has an equal say in the decision-making process in a democratic team structure. The
following are some of the most important features of democratic leadership:
● Group members are encouraged to express their thoughts and views, even though the
leader has final say in decisions.
● Community members are more involved in the operation.
● Creativity is rewarded and promoted.
This structure suits us the best not only because we aim for a smooth conduct of idea generation
and discussion, but also because we’re all hierarchical equals. We strongly believe that as leaders
of the venture but also as team members, we all must be responsible for making decisions. This
belief is strongly stemmed in the value we ascribe to individual and collective accountability, so
we do not reflect a laissez-faire pattern of business.

The Structure: How do we allocate responsibilities?

As amateurs in the daunting business world, allocation pertaining to “chief” roles is awkward.
Being apprentices, our focus is on how to make our simple but ambitious venture into a successful
one. We’re aware that this requires perfection in the intricate processes involved, right from the
scientific aspects to the final sales of the detergent. Based on our individual skill-sets and how we
can hone them for our business, we would follow a process-based or functional organisational
structure, which looks something like the following depiction;
A process-based system, in line with a purely functional structure, discusses not just the tasks that
members carry out, but also how those activities interact with one another. In other words, it is but
obvious that only when ample research is carried out for the raw materials and development of the
detergent, the Stapell products can be marketed. When they are marketed to our target locations,
the customer acquisition process kickstarts, both in-store and online. Only after customers are
attracted and have purchased our products, is it possible to check the levels of efficiency of order
fulfilment. Process-based organisational structures are perfect for increasing a company's pace and
performance, and they're especially well-suited to those in rapidly evolving industries because
they're so adaptable.
 FINANCIAL PROJECTION

Funds Required

EXPENSES REQUIRED AMOUNT(INR)

Advertising (Variable) 2,00,000

Legal (Fixed) 1,00,000

Office and Stationary (Variable) 50,000

Insurance (Fixed) 3,00,000

Rent (Fixed) 1,74,000

Depreciation on Plant and Machinery (Fixed) 1,00,000

Lighting and Electricity (Fixed) 70,000

Staff Salaries (Fixed) 2,00,000

Material expenses (Variable) 4,00,000

Selling expenses (Variable) 3,50,000

Packaging expenses (Variable) 2,50,000

Distribution expenses (Variable) 2,00,000

Petty cash expenses (Variable) 50,000

Return on Investment(8% on Capital) (Fixed)

1,36,000
(8% on 17,00,000)*8
 Capital Investment
Total Investment (Capital) Amount (INR)
Entrepreneurs Investment (By 5 Partners) 17,00,000
Bank Loan 20,00,000
Total Capital 37,00,000

Cost Statement
Particulars Amount
Sales (Estimated) 20,00,000
Less: Variable Costs (15,00,000)
Contribution 20,00,000
Less: Fixed Costs (8,74,000)
Earnings before Tax (Potential Profit) 16,26,000
 ANNEXURES

BUSINESS MODEL

PARTNERSHIP DEED

TRADE LICENSE

MSME REGISTRATION

TRADEMARK REGISTRATION

RENT AGREEMENT
1. BUSINESS MODEL
 2. PARTNERSHIP DEED

DEED OF PARTNERSHIP

This deed of partnership is made on the 1st Day of April 2022

Between,

1. Mr. Abhyudaya Bajpai s/o Mr. Anil Kumar Bajpai residing at C-301 Lotus
Apartment, Civil Lines,Prayagraj, 211001 (Herein referred to as First Partner).
2. Ms. Aditi Shah d/o Mr. Anish Shah residing at B2 Bajaj Compound, Manishpuri,
Saket, Indore, 452018 (Herein referred to as Second Partner).
3. Ms. Araadhana Jain d/o Mr. Ashok Jain residing at F-8890 Narayani Heights,
Indore, Madhya Pradesh. (Herein referred to as Third Partner).
4. Mr. Aditya Tolani s/o Mr. Mahesh Tolani residing at 1002 Impress Rise above
dass jwellers opposite LAD College. (Herein referred to as Fourth Partner).
5. Ms. Aditi Mishra d/o Mr. Vinay Mishra B-653 Rajajipuram Lucknow 226017.
(Herein referred to as Fifth Partner)

(HEREINAFTER the above mentioned parties would be referred to as ‘partners’

collectively and ‘partner’ individually.)

WHEREAS, it is deemed necessary and desirable that a regular Deed of Partnership

be reduced in writing and executed on the terms and conditions mentioned hereunder.

And WHEREAS, the parties hereto have decided and consented to start the business
of stain repellent detergent spray on the terms and conditions that the partners each
respectively agree to be bound by are witnessed herein after-

1. Name of the Partnership

The name of the partnership shall be “Stapell” with factories all over India under the
same names and style or with branch or branches at such place(s) as the parties may
mutually decide.

2. Purpose of Partnership
The partnership hereby formed by this deed shall be formed for the purposes of
manufacturing stain repellent detergent sprays and selling them under the brand name
(Stain Repellent) of the firm. The firm however, may widen its scope and embark on
new ventures by consent of all the partners.

3. Principle Place of Partnership

The principle place of partnership will be at Ahmedabad, Gujarat unless the partners
mutually determine another location to continue with their activities.
4. Duration of Partnership
The partnership shall commence from the 1st Day of April 2022 and duration of
partnership shall be of an indefinite period unless determined otherwise by the
partners themselves.

5. Capital Contributions
A. Each of the partners has contributed to the capital of the firm, in cash, property,
goods and services in the value that has been agreed upon which is as follows,
(“The capital contribution”)
Mr. Abhyudaya Bajpai – Rs. 5,00,000
Ms. Aditi Shah– Rs. 3,00,000
Ms. Aditi Mishra- Rs. 3,00,000
Mr. Aditya Tolani- Rs. 3,00,000
Ms. Araadhna Jain- Rs. 3,00,000

B. All contributions will be submitted fully and on time, no later than 25th March,
2022.

C. All capital contributions are final unless all partners give written consent of the
Withdrawal.

6. Financial Decisions
Decisions regarding distribution of profits and allocation of losses and the requirement
for additional capital will be decided by the mutual consensus of the partners.

7. Capital Withdrawals
All capital withdrawals shall be made with the express consent of all the partners or in
accordance with the law. The capital shall not be used for any purposes outside the
benefit or expenditure of the firm. The title of all the assets and property shall be in
the name of the firm and shall never be transferred in the name of a partner or
partners.

8. Interest on Capital
No partner will be entitled to any loan interest or other borrowing charge on any
capital which the partner contributes to the firm.

9. Interest, Authority and Profit

The net profits and losses of the firm after the deduction of all expenses pertaining
to the the business of the firm including rent, salaries, interest, taxes etc. shall be
divided and distributed among the partners in the following proportion:

FIRST PARTNER: 20%

SECOND PARTNER: 20%
THIRD PARTNER: 20%
FOURTH PARTNER: 20%
FIFTH PARTNER: 20%
 The partners agree that depending on the efforts and contributions made by the
partners, the partners may change the sharing ratio from time to time or as
mutually agreed.

10. Bank Accounts

A bank account shall be opened in the name of “StaPell” in State Bank of India whose
operation shall jointly, be in the hands of all the partners mentioned above.
All transactions in the name of the firm shall be done from this account.

11. Partnership Financial Year

That Proper and Regular Books of Accounts shall be maintained in ENGLISH

along with true and correct accounts of all its transactions and also of all its assets
and liabilities with all other necessary documents, letters, papers pertaining to the
firm. Preparation of final accounts ascertaining the profits and losses arising out of
the business carried out by the firm and preparation of Balance Sheet to ascertain
the assets and liabilities of the firm as at that date shall take place every year on
the 31st day of March. The Profit and/or losses falling to the share of each partner
shall be credited or debited to the respective accounts. Each partner shall have
access to the books of accounts to check the books from any discrepancy. The
Accounting year shall be the financial year from 1st April to 31st March.

12. Duties of the Partners

a) Diligently attend to the business of the Partnership and devote his/her necessary
time and attention thereto.

b) Upon every reasonable request inform the other Partner of all letters, accounts,
writings and such other things which shall come to her/his hands or knowledge
concerning the business of the Partnership.

c) Each partner acknowledges his duty to disclose engagement in any such business or
transaction that creates a conflict of interest with the firm.

d) Punctually pay her/his separate debts and indemnify the other partner and the
Assets of he firm against the same and all expenses therefore.

e) The partners must not disclose sensitive or confidential information to any person
outside the firm.

f) The accounts book along with any paperwork regarding the functioning of the firm
shall be available for the review of the partners at their disposal.
g) All financial decisions of the firm must be taken with the consent of all the
partners.

13. Prohibited Acts

a. No partner may appoint or dismiss any employees, contractors or agents

except with the prior written consent of the other partners.

b. No partner shall permit, intentionally or unintentionally, the assignment of express,

implied or apparent to a third party who is not a partner of this firm, subject to any
prior mutual consensus of both partners.

14. Liability of Partners

The partners shall be jointly and severally liable for any acts of the firm. However
they shall not be held liable for the acts done in good faith or for incurring losses to
avoid some larger loss.

15. Methods of Settlement of Dispute

Upon disagreement within the firm, between partners, the same shall be referred to
Mr. PRIYA SOGANI for dispute resolution through arbitration at the principle place of
business of the firm. Such arbitration proceedings shall be governed by The Indian
Arbitration Act.

16. Indemnity clause

The partners will be indemnified by the firm for any loss they face while carrying out
the usual business of the firm or for any act that any prudent man would do to prevent
harm to the firm. However, the partner will be liable and will not be indemnified if the
loss was a result of gross negligence or breach of contract or willful misconduct of the
partner.

17. Admitting a New Partner

- A new partner may be admitted with the express consent of all the partners.
- A new partner agrees to be bound by the terms and conditions of this deed which is
inclusive of all current and future amendments to the deed.
- A new partner is hereby mandated to execute such documents that are needed to put
in effect the admission of a new partner.
- A new partner is entitled to all the rights conferred upon in this deed and the
admission of the new partner shall be deemed complete only when all the partners
mentioned in the current deed shall express their satisfaction that there isn’t a need to
execute any amendment to the deed prior to admission of such a partner.

18. Death of a partner

In the case of the death of a partner, the legal heirs shall be made the partners of the
firm. In case they do not want to do so, they must be paid the dues of the liquefied
shares (valued till the date of demise) of the firm in the name of the deceased.
19. The Partnership
In regards to the matters not specifically provided for in this deed, the Partners agree
to abide by the provisions of The Indian Partnership Act, 1932.

In witness thereof, this partnership agreement has been signed, sealed and delivered
on the 1st day of April of 2022

PARTNERS-

Abhyudaya Bajpai Araadhna Jain

Aditi Mishra Aditya Tolani

Aditi Shah

WITNESS:

Mr. Sharad Yadav Cool

Mr. Somnath Kumar

3. TRADE REGISTERATION
4. MSME REGISTERATION
5. TRADEMARK REGISTRATION
 6. RENT AGREEMENT

Rent Agreement
This rent agreement is made on this 31st Day of March, 2022 by Mr. Yash Rathod s/o
Mr. UmeshBhai Rathod, residing at SAAI AASTHA, Navsari, Gujarat, India.
Hereinafter
called the Lessor/Owner, Party of the first part
AND
STAPELL, through its partners called lessee/tenant, party of the second part
That the expression of the term, Lessor/Owner and the Lessee/Tenant shall mean and
include their legal heirs successors, assigns, representatives etc. Whereas the
Lessor/Owner is the owner and in possession of the property No: Shop No. 15, Godrej
Garden City, Ahmedabad, Gujarat 380006. and has agreed to let out the one office
room,
one toilet & bathroom set on said property, to the Lessee/Tenant and the
Lessee/Tenant
has agreed to take the same on rent of Rs. Fourteen Thousand Five Hundred/- per
month.
Now This Rent Agreement Witness As Under:
- That the Tenant/Lessee will have to pay Rs.. Fourteen Thousand and Five Hundred/-
as
monthly rent, which does not include electricity and water charges.
-That the Tenant/Lessee shall not lease the property to a subtenant under any
circumstances without the consent of the owner/landlord.
-That the Tenant/Lessee shall follow all the rules and regulations, by-laws set by the
local
authorities in respect of the leased property and will not get involved or do illegal
activities in the leased property.
-That this lease/agreement is granted for a period of eleven (11) months starting from
31st
March, 2022 and this contract can be extended further with the mutual consent of both
the
parties as per the current rental value in the market.
-That the Lessee shall pay the water and electricity charges on the basis of the
consumption to the landlord/owner.
-That the Tenant/Lessee shall not be permitted to do a construction in the rented
premises.
Besides, he/she could do the installation of temporary decoration, wooden
partition/cabin,
air conditioners etc. without seeking the permission of the landlord.
-That the Tenant/Lessee is not allowed to make any alteration in the rented property
without the written consent of the owner.
-That the Tenant/Lessee will have to allow the landlord or his authorized agent to
enter in
to rented premises for its inspection or general checking for any repair work, if
needed.-That the Tenant/Lessee shall keep the premises clean and shall not involve in
any
activity that causes problems to neighbours.
-That the Tenant/Lessees shall himself/herself bear the cost of day to day minor
repairs.
-That this contract/agreement could be revoked before the expiry of this tenancy
period
by serving one month prior notice.
-That the Lessee/Tenant shall not involve in illegal activities and will not keep any
offensive, dangerous or explosive articles in the premises.
-That the Tenant/Lessee shall pay one month rent in advance to the landlord that
would
be further adjusted in the monthly rent.
-That both the parties, landlord and the tenant, have read and understood this
agreement
and have agreed to sign the same without any pressure from any side.
In WITNESS WHEREOF the lessor/owner and the tenant/lessee have hereunto
subscribed their hand at Ahmedabad, Gujarat on this the 1 st Day of March, 2022, year
first above mentioned in presence of the following witnesses.
Witnesses:
1. Arjun Sharma
2. Pallav Argal
YASH RATHOD STAPELL
(Lessor) (Lessee)