BH E-commerce: One stop shop for your Aspirational Home

Objective: Develop BH as a Product & Service providing E-commerce platform

Tangier Wallpapers- Asian Paints e-Shilpgram

Price: Rs. 7,500 (per roll)
Store: Nilaya by Asian Paints Procurement
ADD TO CART
Services/Installation

Miami Sofa Collection Product

Price: Rs. 79,500 Catalogue
ADD TO CART
BH website
Services/Installation

Cushion Cover Customer

Price: Rs. 1,890 Purchase
ADD TO CART
Annexure 4

Value Proposition for Stake Holders

Customers Craftsmen BH & AP
 Revamp your home hassle free
 Easy accessibility to unique and  Large customer base pan India  Expansion to service + product
indigenous products procured by AP  New business leading to financial offering
Homes support  Overall margin increment
 Extensive home décor Product  Impetus to the handicrafts industry  Sustainable and responsible image
catalogue 1
 Timeline
1
Residential BH-3Panorama 5 2.0
AP Homes 7 Designer
Interior
Projects Competition With BH integration Loyalty Program

March 2020
June 2019
Jan 2019

Jan 2020
July 2019

March 2020
Jan 2019

2021
Jan
2 4 6 8

Influencer connect Avail of services BH Easy EMI and

With End consumer Using BH website E-commerce Use of AI & ML

Content Marketing Strategy & Promotional Strategy Implementation 2

Annexure 4 Financials: Revenue
  Year 1 Year 2 Year 3 Assumptions
Monthly Calculations  
Unique Website Visits per month 440000 484000 520300 
Metro Tier 1 Cities 264000 290400 312180
Non Metro Tier 2 cities 176000 193600 208120 60-40 ratio as per case
Consideration set in T1 44880 52272 62436
Consideration set in T2 14080 17424 20812 Consideration Ratio
Final purchase set T1 538.56 731.808 1061.412
Final purchase set T2 84.48 121.968 166.496 Conversion Ratio
T1 Online % 8% 15% 20%
T1 Offline % 92% 85% 80%
T2 Online % 6% 8% 12%
T2 Offline % 94% 92% 88% Division of Online & Offline sales
T1 Online ticket Size 5000 100000 120000
T1 Offline ticket Size 300000 360000 396000
T2 Online ticket Size 3500 50000 60000
T2 Offline ticket Size 225000 270000 297000 Average Ticket Size

T1 Online 215424 10977120 25473888 

T1 Offline 148642560 223933248 336255322 
T2 Online 17741 487872 1198771 
T2 Offline 17867520 30296851 43515395 
Total Online revenue (INR Cr.) 0.02 1.15 2.67per month
Total offline revenue (INR Cr.) 16.65 25.42 37.98 per month
Total revenue per month 16.67 26.57 40.64 
Annual Revenue (INR Cr.) 200.09 318.83 487.73  
Additional Revenues  
No of Interior designers listed 130.00 180.00 240.00 
Annual Listing charge 0.00 2000.00 5000.00No charges in first year
Total Revenue (INR Cr.) 0.00 0.04 0.12 
Pilot project launched in Mumbai, continuation
Residential Projects (INR Cr.) 0.00 0.00 0.00 subject to ROI
Easy EMI (Commision based) (INR Cr.) 0.00 0.08 0.17 
Total Annual Revenue (INR Cr.) 200.09 318.95 488.02 
Y-o-Y Growth Rate -- 59% 53%  3
Annexure 4 Financials: Costing Phase 1

Activity Category Description Frequenc Unit cost Total

y
figures in
Phase 1        
INR
Marketing Promotional expense 20 10000 200000
Marketing Getting IDs on board 130 1000 130000
Influencer connect with
End consumer (20 cities) Other expense
Others (Photography/Videography & 130 1000 130000
Admin expense)
Marketing Prize money (4 zones * 1.75L each) 1 700000 700000
Marketing Competition promotion expense 4 10000 40000
BH-Panorama : Interior Marketing Exhibition space rent 4 100000 400000
Design Competition
Logistics Paint & Products related expenses 40 4000 160000
Others Other expense 4 25000 100000
Mobile devices to listed 30
Avail of Services using BH Investment Contactors 30 4000 120000
Website
Investment Software expense 1 20000 20000
Marketing Sample Flat expense 6 300000 1800000
Sales force expense (15000 per
HR 12 45000 540000
month*3 salesmen)
Residential Projects
Investment Tablet expense 3 5000 15000
Marketing Travel & Food allowance 360 600 216000
Others Other expense 12 10000 120000
Total 4691000

4
Annexure 4 Financials: Costing Phase 2

Unit
Activity Category Description Frequency Total
cost
Phase 2          
Operating Expense Rent expense for 14 cities 12 880000 10560000
100000
Operating Expense Set up cost 14 0 14000000
AP Homes 2.0 with BH Investment Tech Devices 14 400000 5600000
integration Salary (1 manager+2 employee+1
HR consultant) 168 79000 13272000
Operating Expense Electricity 168 20000 3360000
Others Other expense 168 10000 1680000
BH E-commerce: One 100000
stop shop for your Investment Website development 1 1000000
0
aspirational home
  Operating Expense Maintenance 12 50000 600000
  Marketing Digital marketing expense 12 20000 240000
Easy EMI 0
Marketing Workshop 2 100000 200000
Training program (20 interior
HR designers) 1 100000 100000
Interior Designer Loyalty
program CLC show couple passes (20
Marketing 20 4000 80000
interior designers)
Marketing Holiday tour package 1 200000 200000
Use of AI & ML Investment Facial Emotioan detector set up 20 30000 600000
Total 51492000

5
Annexure 4 Financials: Costing Content Marketing

Unit
Activity Category Description Frequency cost Total
Content Marketing          
Marketing Expert fees 6 40000 240000
Design Webinars
Marketing Broadcast expense 6 20000 120000
Influence the influencers Marketing related to Interior designer 25 6000 150000
(blogs) Marketing related to customer issues 25 6000 150000
Your say matters Marketing Digital marketing expenses 12 50000 600000
Marketing Production 30 sec to 1 min videos 25 5000 125000
How-to Videos
Marketing Digital marketing expense 25 5000 125000
Marketing Production of 3-4 min videos 12 20000 240000
Testimonials
Marketing Digital marketing expense 12 5000 60000
Information about handicrafts (5
Marketing 5 15000 75000
Product Information types)
Marketing Digital marketing expense 5 5000 25000
Digital marketing expense (display 10000
Free Personality Quiz Marketing ad) 1 0 100000

Marketing Production cost 6 10000 600000

Behind the Scene videos 0
Marketing Digital marketing expense 6 12000 72000
Marketing 5 episodes (20 min each) 1 75000 750000
Web Series 0
Marketing Digital marketing expense 5 20000 100000
Total 3532000