MOM AND ME .

“A MOTHER’S PLACE”
BY, RASHMI.S RASHIL NARANG
RAHUL SATHISH PRASHANT.

OBJECTIVE
 To demonstrate how quality juvenile products will benefit new mothers and families.  Our aim is to provide a complete experience for the mothers right from their early stages of pregnancy to child care well beyond child birth.  To create a family-friendly space that provides pregnancy resources, parenting classes, playgroups and fitness programs.

MISSION
1. For the community: MOM & ME will provide a family-friendly atmosphere in which customers will gain expertise, resources and emotional and social support through a wide range of services.

2. For the employees: The company will allow the staff to enjoy the satisfaction of providing quality services to young children and families. 3. For the business: MOM & ME will provide an economically viable business for the entire management.

VISION
 Our vision is to tap this untapped market thereby establishing our brand as top class prenatal and child care agency synonymous with safety, security and care.

to establish our company all over India and the world.

EXECUTIVE SUMMARY

It is a new company that will be opened in September, 2009 at K.C. Marg, west Bandra in Mumbai.

 MOM & ME will be a privately held corporation owned by us in collaboration with Cisco products and services.  We will provide a family-friendly environment with high quality customer service to meet the daily emotional, physical and social well-being needs of mothers, young children and other family members.

  Provide a full range of services, including parenting and childbirthing classes, children's play programs, "Mommy & Me" classes, fitness and yoga pre-natal classes and coordinated birthday parties.    Location: It is a 14,400 square feet, providing ample room for retail space, a tumbling and gym room, a nursing room, inventory storage, and two restroom facilities. The ONLY company in Mumbai which provides all of these services in ONE location with easy access from a freeway, convenient parking and high quality customer service.  In addition, it will have a retail store with high-end products for babies and young children.  All services and products will be provided by employees who are skilled and experienced with parenting and have child development knowledge.    Brand Ambassadors – Mrs. Kajol Devgan, Miss. Sushmita Sen

X- FACTOR
 Our company is the one and only company in India that offers both prenatal as well as child care .  It also offers a tie-up with the famous “LEELAVATI HOSPITAL in Mumbai, wherein ” our customers can not only get expert advice but can also get at a discounted price during childbirth from the hospital.

 Price: Rs. 3500/ month

GOALS
 The company will provide services and products that have been rated as "top of the line", and highly recommended by experts in the child development field.  The environment of MOM & ME will be inviting, professional, and adhere to the highest quality customer care, promoting a strong customer base in all services the company provides.

KEYS TO SUCCESS
 Superior Customer Service: Each employee will have experience with our products, and in parenting.  Environment: We will provide a clean, upscale, odor-free, enjoyable environment conducive to giving professional trusting service.   Convenience: We will offer clients a wide range of services in one environment.

 Location: We will provide an easily accessible location and parking for customer convenience.  Reputation: The principal's expertise, credibility, integrity, and knowledge from 15+ years experience of working with young children, her Master's degree in Child Development, and her experience as a mother will establish our high reputation from the beginning. 

SERVICES THAT WILL BE OFFERED
           Baby/Gift Registering: baby showers & parties Girlfriends Buddy Program: support on baby registration. Car Seat Installation: install car seats accordingly… Child birthing Classes: classes in preparation for the birth of her child.   Yoga Pregnancy Classes: Yoga instructor -pregnancy fitness.  Mommy & Me Classes: New moms bring their infants to classes for support, guidance and parenting resources. StrollerFit: fitness for mom and baby. Winter playgroups: 4 weeks to 36 months. Childrens classes: jr. jumpers, jumper time and art time. Birthday parties and other events Rooms on a contractual basis for above.

PRODUCTS
Only products with a high rating by pediatricians and baby journals & reviews will be stored in “MOM & ME”  Juvenile Equipment:  car seats, strollers, swings, joggers…  Juvenile Feeding & Bathing Products: diapers, sippy cups, bathing toys… Bottles,

 Young Infant Toys & Mobiles: A selection of developmentally appropriate infant toys and hanging mobiles will be available.  Books: promote the importance of early reading 

 Layette clothing and blankets: layettes for baby showers …  Baby Gift Baskets: A variety of baskets will be available, filled with an assortment of baby products.  Gift Items: A selection of photo albums, picture frames, handprint kits, and art prints will be available.

MARKETING- ANALYSIS & THE 4 P’S
 Market analysis summary:  Services available only in the US AND UK.  other countries are virtually untapped.  65% of pregnant women in India, die without proper instruction.  1000’s more lose their children every year- phony doctors, malnutrition.  post natal: women suffer a lot of problems- back pain, depression, obesity among others.  even leads to loss of bonding between the mother and child.  Total ignorance- untapped market.

 The main USP of our model is that we offer quality products and services at the most economical price.  We offer our pre- natal and post natal classes at just Rs. 3500/- per month.  Market segmentation: we’re targeting the market segments of middle and upper class women.  Place : All the metro cities where the economical as well as the crème of society lives. First will be introduced in Mumbai and after break even will be introduced in all other cities and metros with a gap of 1 yr for each city/ metro.

MARKETING STRATEGIES
 Implementation Summary  Giving brochures with a promotional discount offer to: Birthing Classes, mom’s support group at Leelavati hospital & other hospitals.       Posting flyers and brochures at: OB/Gyn Examination rooms Area childcare centers Local children's clothing stores (Westside, Cassadys ) Local stores that carry children's items (BATA …) Local children's programs

 Libraries ~ children's books section  Local bookstores ~ children's book section  Fitness Centers ~ childcare area  articles promoting MOM & ME in all leading newspapers

 will promote our website, list the products and services the company provide to the community with schedules of classes, and a registration form for class enrollment can be printed from the website, as well.

 Special offer: as and when each and ever mother enrolls in our classes, a card will be made out in her name and all the products and services purchased by her will be listed in that. Based on each product bought, points will be given, which during childbirth can be used at the LEELAVATI Hospital to avail discounts in their bills and services.  Also based on the points, once a month, the highest scorer will get a free gift which is the most essential to that person.  pregnant mother – baby showers, free strollers, baby gifts…  mothers of new born babies to 1 yr old- baby essentials, toys  mothers of toddlers- children books, toys (girls/ boys), dancing classes, reading classes, rhymes …. And many many more……..

REVENUE MODEL
 IT is a 3 fold:  Products:  "Shop for convenience”- one stop place for all baby products apart from classes.  Competitive Prices: Diapers and baby wipes will be offered at the lowest price among all competitors (including local supermarkets, drug stores, Big Bazaar)- mkt strategy.  "Review & Save Program":  This program will allow customers to "rate" the products they have purchased, and receive a promotional coupon towards their next shopping trip at MOM & ME.

REVENUE GENERATION
Classes: yoga, classes. pre and post natal

 Website:  Since we will be also sell products we will get a 1.5% commission from the sales and also the companies will be charged by the ‘CPC’ advertising model .  Revenue will also be generated by the EPC model .- cost per thousand.

PERSONNEL PLAN
• MOM & ME will be looking for candidates who currently have young children, and want part-time hours. Mainly to make customers feel comfortable & understood. • Start-Up Personnel: • The principal, Dr. Swati y. Bhave, a pedatrician will be onsite full-time, responsible for day-to-day operations, all accounting/administrative tasks, and providing customer service. • One full-time manager to oversee and fill in for all areas.  • One part-time manager to oversee and fill in all areas during the weekend hours with specific additional responsibilities.(16 hrs / wk). • One part-time StrollerFitâ instructor to teach the StrollerFitâ fitness classes (6 hrs/wk).

EMPLOYEE INCENTIVE SCHEME
 Clear job description embodying co’s vision & mission.  Responsibility for each employee to move towards co’s goals.  Bonus for all employees if co, meets sales forecast.  “Star Employee of the month” based on employee’s performance & co sales. Employees choose own incentive.  Each of the employees will have the satisfaction of providing quality products and services to families and children.  They will be recognized for their high quality services, customer relations and "going beyond their job descriptions.“

FINANCIALS
• Start-up Requirements • Start-up Expenses
• Computer, fax, printer with Software – Rs . 200000 • Legal (Incorporated, DBA, etc) – Rs 23000 • Flyers, promotional coupons, business cards, letterhead etc - Rs 15000 • Building permit & business license – Rs 150000 • Website - Rs 10000  Insurance – Rs 110000 • Running expenses (1st & last, security) – Rs 150000 • Utilities Start up paymt (6 months payment) – Rs 60000 • StrollerFit Manual & Start Up fees – Rs 125000 • Office & Paper Supplies – Rs 5000 • Building Renovation – Rs 200000 • Total Start-up Expenses -1048000 • Total Requirements Rs 1048000

• Start-up Assets •  Cash Required – rs 500000 • Start-up Inventory – Rs 200000 • Other Current Assets – Rs 200000 • Long-term Assets – Rs 100000 • Total Assets – Rs 1000000 • Total Requirements - Rs 2048000

START UP FUNDING
Start up expenses to fund Start up assets to fund Total funding required ASSETS: Non cash assets from start up Cash requirements from start up Additional cash raised Cash balance on starting date Total assets 1000000 200000 500000 1,00,000 from bank Amount - Rs 1048000 500000 2048000

Liabilities & Capital Current borrowing Long term liabilities Accounts payable Other current liabilities(interest free) Total liabilities Planned investment- capital Other Additional investment required Total investment Loss at start-up Total capital Total capital & liabilities Total funding 1,00,000 Nil Nil Nil 1,00,000 20,00,000 Nil 48,000 from bank 20,480000 100000 1048000 1000000 2048000

BREAK – EVEN ANALYSIS

THANK YOU
GIVE ME PATIENCE WHEN LITTLE HANDS, TUG AT ME WITH SMALL DEMANDS, GIVE ME GENTLE WORDS AND SMILING EYES AND KEEP MY LIPS FROM SHARP REPLIES, SO IN YEARS TO COME WHEN MY HOUSE IS STILL BEAUTIFUL MEMORIES IT'S ROOMS

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