TALHA & CO.

Table of Contents
1- BACKGROUND OF THE BUSINESS......................................................................................................3
A) INTRODUCTION...........................................................................................................................................3
B) VISION STATEMENT...................................................................................................................................3
C) MISSION STATEMENT.................................................................................................................................3
D) OBJECTIVES................................................................................................................................................3
E) INDUSTRY STATS........................................................................................................................................3
F) STORY........................................................................................................................................................3
G) CORE VALUES............................................................................................................................................4
H) DETAILS OF PRODUCT / SERVICE...............................................................................................................4
I) ELEVATOR PITCH.......................................................................................................................................4
J) CORPORATE PROFILE.................................................................................................................................4
2- MARKET ANALYSIS.................................................................................................................................4
A) MARKET SIZE.............................................................................................................................................4
B) MARKET TRENDS.......................................................................................................................................6
C) COMPETITOR ANALYSIS.............................................................................................................................6
D) SWOT ANALYSIS.......................................................................................................................................7
E) PEST ANALYSIS.........................................................................................................................................7
F) CUSTOMER PERSONA.................................................................................................................................7
G) CUSTOMER JOURNEY MAP.........................................................................................................................7
3- BUSINESS MODEL.....................................................................................................................................8
A) LEAN CANVAS............................................................................................................................................8
4- TEAM............................................................................................................................................................8
HR TEAM.............................................................................................................................................................8
APPOINTMENT & TERMINATION RECORD...........................................................................................................9
A) ORGANIZATIONAL STRUCTURE..................................................................................................................9
B) TEAM MEMBERS – NAME AND DESIGNATION...........................................................................................9
C) ROLE AND RESPONSIBILITIES.....................................................................................................................9
D) TEAM CANVAS.........................................................................................................................................10
BRANDING.........................................................................................................................................................10
LOGO:................................................................................................................................................................10
TAGLINE:...........................................................................................................................................................10
BRANDING GUIDELINES:....................................................................................................................................10
5- MARKETING PLAN.................................................................................................................................10
A) COMMUNICATION STRATEGY...................................................................................................................10
B) MARKETING STRATEGY...........................................................................................................................10
C) SOCIAL MEDIA STRATEGY.......................................................................................................................11
D) COLLABORATIONS AND PARTNERSHIPS...................................................................................................11
6- FINANCIAL PLAN....................................................................................................................................12
BALANCE SHEET................................................................................................................................................12
INCOME STATEMENT..........................................................................................................................................13
NOTES TO INCOME STATEMENT.................................................................ERROR! BOOKMARK NOT DEFINED.
7- FUTURE PLAN AND TIMELINE...........................................................................................................13
CURRENT STANDING..........................................................................................................................................13
RESOURCES:.......................................................................................................................................................14
BUDGET:............................................................................................................................................................14
PROJECTED CASH FLOWS:.................................................................................................................................14
 1- Background of the Business
The grain market business, named "Talha & Co.", was established in 2015 by a group of
agricultural experts with decades of experience in Pakistan's farming sector. Recognizing the
need for a transparent and efficient grain trading platform, the founders aimed to bridge the
gap between farmers and buyers in the local market.

a) Introduction

Pakistan's grain market is a vital component of the country's agricultural sector,

encompassing the buying, selling, and trading of various grains, including wheat, rice, and
corn. Talha & Co. plays a pivotal role in facilitating transactions between farmers, brokers,
feed mills, and processing units, ensuring a smooth flow of grains across the supply chain.

b) Vision Statement

"To become the leading provider of grain trading solutions in Pakistan, driving sustainable
growth and prosperity for farmers, stakeholders, and the nation."

c) Mission Statement

"Our mission is to empower farmers with fair pricing, streamline grain transactions through
transparent processes, and contribute to food security and economic development in
Pakistan."

d) Objectives

 Increase market share by 20% within the next three years.

 Expand operations to key agricultural regions across Pakistan.
 Implement technology-driven solutions for enhanced efficiency and
transparency.

e) Industry Stats

 Pakistan is one of the world's largest producers of wheat and rice, with a
significant portion of its population engaged in agricultural activities.
 It contributes about 24 percent of Gross Domestic Product (GDP) and
accounts for half of employed labor force and is the largest source of foreign
exchange earnings. It feeds whole rural and urban population
 The grain market in Pakistan is influenced by factors such as government
policies, weather conditions, and international trade dynamics.

f) Story

Talha & Co. was born out of a desire to revolutionize Pakistan's grain market by leveraging
technology and expertise to address the challenges faced by farmers and traders. Over the
years, the company has built strong relationships with farmers, earning their trust through fair
pricing and transparent dealings.

g) Core Values

 Integrity: Upholding honesty and transparency in all transactions.

 Collaboration: Fostering partnerships and mutual growth with stakeholders.
 Quality: Ensuring the highest standards of product quality and service
delivery.

h) Details of Product / Service

 Talha & Co. offers a wide range of grains, including wheat, rice, and corn,
sourced directly from farmers across Pakistan.
 Each grain undergoes rigorous quality assurance checks to meet industry
standards and customer expectations.

i) Elevator Pitch

"Talha & Co. is revolutionizing Pakistan's grain market by providing a transparent and
efficient platform for farmers and buyers to connect. With fair pricing, quality assurance, and
innovative solutions, we are driving positive change and growth in the agricultural sector."

j) Corporate Profile

Talha & Co. is a privately-owned company headquartered in Arif Wala, Pakistan. The
management team comprises seasoned professionals with expertise in agriculture, trading,
and technology. The company is registered with relevant government authorities and holds
certifications for quality and compliance

2- Market Analysis
The grain market in Pakistan is a significant component of the country's agricultural sector,
contributing to food security and economic development. Talha & Co. conducts a thorough
analysis of the market landscape to identify opportunities and challenges, informing strategic
decision-making and business growth.

a) Market Size

Pakistan's grain market encompasses a vast network of farmers, traders, processors, and
consumers, with wheat and rice being the primary commodities traded.

Rice Market Size

 Market Area: The area of cultivation for crops or produce intended for sale in the
market.
  Milled Production: The amount of the crop that has been processed or milled.
 Rough Production: The total amount of the crop harvested before processing.
 Yield: The amount of crop produced per unit area of cultivation (measured in tons per
hectare).
Year Market Area Milled Production Rough Production Yield
(1000 Ha) (1000 Tons) (1000 Tons) (T/Ha)

2013/2014 2,789 6,798 10,198 3.7

2014/2015 2,891 7,003 10,506 3.6

2015/2016 2,739 6,802 10,204 3.7

2016/2017 2,724 6,849 10,275 3.8

2017/2018 2,901 7,450 11,176 3.9

2018/2019 2,810 7,202 10,804 3.8

2019/2020 3,041 7,206 10,810 3.6

2020/2021 3,335 8,420 12,631 3.8

2021/2022 3,537 9,323 13,986 4.0

2022/2023 2,975 7,300 10,951 3.7

2023/2024 3,600 9,000 13,501 3.8

5-year Average 3,140 7,890 11,836 3.8

2018/19 - 2022/23

Percent Change From 15 14 71 0

5 Year Average (%)

Wheat Market Size

 Market Area: The area of cultivation for crops or produce intended for sale in the
market.
 Production: The total amount of crops or produce harvested.
 Yield: The amount of crop produced per unit area of cultivation (measured in tons per
hectare).

Year Market Area (1000 Ha) Production (1000 Tons) Yield (T/Ha)
2013/2014 8,660 24,211 2.8
2014/2015 9,199 25,979 2.8
2015/2016 9,204 25,086 2.7
2016/2017 9,224 25,633 2.8
2017/2018 8,973 26,674 3.0
2018/2019 8,797 25,076 2.9
2019/2020 8,678 24,349 2.8
2020/2021 8,805 25,248 2.9
2021/2022 9,168 27,464 3.0
2022/2023 9,000 26,400 2.9
2023/2024 8,860 28,000 3.2
5-year Average 2018/19 - 2022/23 8,890 25,707 2.9
Percent Change From 5 Year Average (%) 0 9 9

Note: T = Ton, Ha = Hectare

Market Size Cotton

Year Market Area (1000 Production (1000 480-lb Yield

Ha) Bales) (Kg/Ha)
2013/2014 2,900 9,500 713
2014/2015 2,950 10,600 782
2015/2016 2,900 7,000 526
2016/2017 2,500 7,700 671
2017/2018 2,700 8,200 661
2018/2019 2,300 7,600 719
2019/2020 2,450 6,200 551
2020/2021 2,200 4,500 445
2021/2022 2,000 6,000 653
2022/2023 1,800 3,900 472
2023/2024 2,400 6,700 608
5-year Average 2018/19 - 2022/23 2,150 5,640 568
Percent Change From 5 Year Average 12 19 7
(%)
Note: 1 bale = 480 pounds, Kg = Kilograms, Ha = Hectare

b) Market Trends

1. Shift towards organic and sustainable farming practices.

2. Increasing adoption of technology for crop management and trading.
3. Growing demand for value-added grain products, such as fortified rice and
specialty flour.

c) Competitor Analysis

 Key competitors in the Pakistani grain market include established trading

firms, agricultural cooperatives, and government agencies involved in grain
procurement and distribution.
 Competitors may vary in terms of market presence, product offerings, pricing
strategies, and customer relationships.
 d) SWOT Analysis

 Strengths: Strong network of farmers, expertise in grain sourcing and quality

control, robust logistics infrastructure.
 Weaknesses: Limited market penetration in remote regions, dependence on
external factors like weather and government policies.
 Opportunities: Expansion into value-added grain products, leveraging
technology for efficiency gains, tapping into export markets.
 Threats: Competition from established players, price volatility, regulatory
changes impacting trade.

e) PEST Analysis

Political: Government policies on agriculture, trade agreements, subsidies, and regulations

affecting grain prices and market access.
Economic: Currency fluctuations, inflation rates, GDP growth impacting consumer
purchasing power and demand for grains.
Social: Changing dietary preferences, population growth, urbanization trends influencing
grain consumption patterns.
Technological: Advances in agricultural technology, digital platforms for trading and market
information, automation in processing and logistics

f) Customer Persona

Example: "Ali, a 35-year-old wheat farmer from Punjab, represents one of our primary
customer personas. He owns a medium-sized farm and relies on grain trading to support his
livelihood. Ali values fair pricing, timely payments, and reliable market information to make
informed decisions about selling his produce."

g) Customer Journey Map

a. Stage 1: Awareness - Ali becomes aware of Talha & Co. through local
agricultural forums and word-of-mouth recommendations.
b. Stage 2: Consideration - He explores Talha & Co’s website and attends
informational sessions on grain pricing and market trends.
c. Stage 3: Decision - Ali decides to register as a seller with Talha & Co’s,
attracted by the company's fair pricing mechanisms and transparent processes.
d. Stage 4: Transaction - He sells his wheat produce to Talha & Co’s through the
online trading platform or visits the nearest grain collection center.
 e. Stage 5: Post-Sale - Ali receives prompt payment for his grain delivery and
continues to engage with Talha & Co’s for future transactions.

3- Business Model

Talha & Co. operates on a business-to-business (B2B) model, connecting grain producers
(farmers) with buyers (traders, feed mills, processing units) through a transparent and
efficient trading platform. The company earns revenue through transaction fees/commissions
on grain sales, subscription fees for premium services, and value-added offerings such as
market insights and consulting services.

a) Lean Canvas

a. Problem: Pricing disparities, payment delays, quality assurance issues in the

grain market.
b. Solution: Transparent trading platform, fair pricing mechanisms, quality
assurance protocols.
c. Key Metrics: Transaction volume, customer retention rate, average payment
cycle.
d. Unique Value Proposition: Efficient supply chain, fair pricing, and quality
assurance for grains.
e. Channels: Online trading platform, grain collection centers, industry
partnerships.
f. Customer Segments: Farmers, traders, feed mills, processing units.
g. Cost Structure: Technology infrastructure, personnel, marketing, operational
expenses.
h. Revenue Streams: Transaction fees, subscription fees, consulting services.

4- Team
HR Team

HR Data base/Employees Record

ID Card Educatio Experien
Sr. No Emp ID. Name Father Name Contact No Address Designation
Number n ce
01 Jail Rd, 34856- Operational
(Sample) 001 ARSHAD MUSHTAQ 0302 8523694 Pakpattan 856932-7 BA 5 YEARS In charge
Reporting Skilled/ Over
Departm Account Date of Intervie Interview
Manager/Line Salary Bank and Branch code non- Time/Other
ent Number joining w Date er Name
Manager skilled incentive
- - - - - - - - - -
Employment
Total
Contract Timing/ Salary Mode- mode/Daily
Number
period in year Duty Cheque/Cash wager/contract/Perman
of SY
ent
 Appointment & Termination Record

TALHA & CO
Date of Date of Appointment Experience
Emp ID. Name Designation Department Date joining Resignation letter Issuance letter Issuance
Talha Sales 2023-05- 2020-
1001 Ch Manager Sales 15 05-15 2020-05-15 Yes Yes
Marketing 2023-05- 2020-
1002 Hamza Specialist marketing 15 05-15 2020-05-15 Yes NO
Ali Finance 2023-05- 2020-
1003 Ahmed Analysis Finance 15 05-15 2020-05-15 Yes NO
Hr. Humana 2023-05- 2020-
1004 Haris Coordinator resource 15 05-15 2020-05-15 Yes NO
Information 2023-05- 2020-
1005 IT Specialist Technology 15 05-15 2020-05-15 Yes YES

a) Organizational Structure

Talha & Co. operates under a flat organizational structure, promoting agility,
communication, and collaboration across teams. The structure includes departments such as
operations, sales, marketing, technology, finance, and quality assurance.

b) Team Members – Name and Designation

 Ali Khan - CEO

 Ayesha Ahmed - COO
 Usman Malik - CTO
 Fatima Khan - CFO
 Hassan Abbas - Head of Operations
 Sara Shah - Head of Marketing

c) Role and Responsibilities

 Ali Khan (CEO): Overall strategic direction, stakeholder management.

 Ayesha Ahmed (COO): Operational efficiency, process optimization.
 Usman Malik (CTO): Technology strategy, platform development.
 Fatima Khan (CFO): Financial planning, budgeting, and analysis.
 Hassan Abbas (Head of Operations): Supply chain management, logistics.
 Sara Shah (Head of Marketing): Branding, customer acquisition, and retention.
 d) Team Canvas

 Collaboration: Foster a culture of teamwork, open communication, and mutual

support.
 Expertise: Leverage diverse skill sets and experiences to drive innovation and
problem-solving.
 Growth: Provide opportunities for professional development and career
advancement.
 Values: Uphold integrity, transparency, and accountability in all interactions
and decisions.

Branding

Logo:

A modern and minimalist design featuring elements symbolizing grains and connectivity.
Tagline: "Connecting Grain, Cultivating Growth"

Branding Guidelines:

Consistent use of colors, fonts, and imagery across all communication channels to maintain
brand identity and recognition

5- Marketing Plan
Talha & Co. aims to implement a comprehensive marketing plan to increase brand visibility,
attract customers, and drive sales in the grain market industry. The marketing plan will
leverage various channels and strategies to reach target audiences effectively.

a) Communication Strategy

The communication strategy focuses on building trust, credibility, and brand awareness
among stakeholders. It includes regular updates through newsletters, blog posts, and industry
insights, as well as direct communication channels for addressing customer queries and
feedback promptly.

b) Marketing Strategy

The marketing strategy involves a mix of online and offline tactics, including digital
marketing campaigns, participation in industry events and trade shows, targeted advertising,
and content marketing. Special emphasis will be placed on highlighting Talha & Co’s unique
value proposition and customer benefits.
 c) Social Media Strategy

Talha & Co will maintain an active presence on social media platforms such as LinkedIn,
Twitter, and Facebook to engage with its audience, share relevant content, and amplify brand
messaging. The strategy will focus on creating valuable and shareable content, fostering
community engagement, and leveraging paid advertising for increased reach.

d) Collaborations and Partnerships

Talha & Co intends to collaborate with agricultural associations, government agencies, and
industry stakeholders to strengthen its market presence and expand its reach. Partnerships
may include joint promotional activities, knowledge sharing initiatives, and strategic alliances
to enhance service offerings and customer value.
 6- Financial Plan

The financial plan outlines Talha & Co’s revenue projections, cost structure, funding
requirements, and investment strategy. It includes detailed financial statements such as
income statements, balance sheets, and cash flow statements, as well as key performance
indicators (KPIs) for monitoring financial performance.

Balance Sheet
TALHA & CO.
Balance Sheet
For the Period End 2023
Assets Amount Liabilities & Owners Equity Amount
Rs. Rs.
10,000,00 SHORT-TERM LIABILITIES
Working Capital (Current/Short-term Assets) having Useful Life ≤ 1 year 0 (“= < 1 Year”) 25,000,00

Advance from a
5,000,00
Cash at Hand (Cash Till) Client/Customer 50,0000
Cash at Bank (Account) 65,000,00 Creditors (Accounts Payable) 20,000,00
Inventory (Stock/Goods/Merchandize) 30,000,00 Others
Debtors (Account Receivable) -
Any Revenue Receivable - Total Current Liabilities 25,000,00
Any Security/Tools/Jigs etc. -
LONG-TERM LIABILITIES (>
-
Any short-term Loan/Debt given to: 1 Year) -
10,000,00
Total Current Assets
0 Loan from Family Members -
Loan from Friends -
Loan from Financial Institution -
Non-current (Long-term/Fixed) Assets having Useful Life > 1 year Total Long-term Liabilities 0
Land 5,000,00
CAPITAL / EQUITY (Owner’s
Less: Depreciation - Funds for “> 1 Year”)
Building -
Less: Depreciation - Your own funds/savings 50,000,00
Plant & Machinery 15,000,00 Funds from Family & Friends
Less: Depreciation 25,000 (Non-repayable – you own) 50,000,00
Equipment 0 Any Other
Less: Depreciation 0 Profit (+) / Loss (-) / B.E. (0) 27,60000
Vehicles 30,000,00
127,60,00
Total Capital / Equity
Less: Depreciation 25,000 0
Any other Asset (Office Furniture-Laptop etc.) 2,000,00
Less: Depreciation 10,000
Any long-term Loan/Debt availed to: 0
IPRs / Intangible Assets 0

TOTAL NON-CURRENT ASSETS 5,260,000

152,600,0 152,600,0
Total Equities and Liabilities
TOTAL ASSETS 0 0
Income Statement

TALHA & CO.

Income Statement
For the duration of Month
Sr.# Particulars & Account Titles Jan-24 Feb-24 Mar-24
Rs. Rs. Rs.
A Sales / Fee / Service Charges etc. (REVENUE) (N1) 45,00,000 55,000,00 50,000,00
45,000,0
B Direct Costs (Total Cost of a Product (Good/Service) (N2) 25,00000 35,000,00
0
C GROSS PROFIT (= A – B) 15,000,00 15,000,00 15,000,00

D Operating Expenses (Both Admin. & Marketing)

Salaries (Admin. & Mktg.) (including yours too) 500,000 500,000 500,000
Utility Bills (Admin. & Mktg.) 100,000 100,000 100,000
Logistics/Transportation Cost (Admin. & Mktg.) 50,000 50,000 50,000
Depreciation (Assets for Admin. & Mktg.) 100,000 100,000 100,000
Communication (Telephone, Mobile, Internet etc.) 50,000 50,000 50,000
Insurance (Assets for Admin. & Mktg.) 50,000 50,000 50,000
Rent (Admin. & Mktg.) - - -
Any other Admin. Expenses
Sales Commission (Mktg.) - - -
Bad Debts / Uncollectible Amounts (Mktg.) 10,0000 150,000 10,0000
Any other Marketing Expense

E OPERATING PROFIT (= C – D) 45,0000 500000 6,00,000

F Finance Cost / Financial Charges

Interest Expense on Loan-1 5% 5% 5%
Interest Expense on Loan-2

G PROFIT BEFORE TAX (= E – F) 427,500 475,000 570,000

7- Future Plan and Timeline

Talha & Co’s future plan outlines key milestones, goals, and initiatives for future growth and
expansion. The timeline will detail the implementation of strategic initiatives, product/service
launches, market expansion efforts, and other critical activities over the next few years

Current Standing

Talha & Co will conduct a comprehensive assessment of its current standing in the market,
including market share, customer satisfaction levels, competitive positioning, and financial
performance. This analysis will serve as a baseline for measuring progress and informing
strategic decision-making.
Resources:

Talha & Co. will allocate resources efficiently to support its operations, including human
resources, technology infrastructure, marketing and sales resources, and logistics capabilities.
Investments will be made in training and development, technology upgrades, and strategic
partnerships to drive growth and innovation.

Budget:

The budget will delineate the allocation of financial resources across different functional
areas, including marketing, operations, technology, and administrative expenses. It will be
based on revenue projections, cost estimates, and strategic priorities outlined in the business
plan.

Projected Cash Flows:

The projected cash flows will provide a forecast of Talha & Co’s incoming and outgoing
cash over a specified period, typically three to five years. It will take into account revenue
streams, operating expenses, capital expenditures, and financing activities to assess the
company's financial health and liquidity position