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Pitch Deck
Milestone 4
Who we are
Name of your Venture: BhuPatra

Why ?
Explain why do you want to pursue this Business Idea.

There's a growing desire to reconnect with cultural heritage and adopt more sustainable
practices. We offers a way to address both. By reviving the use of mitti ke bartan, we can
preserve a beautiful and functional art form while promoting eco-friendly living.
What ?
Provide a brief on what does your venture do.

Our venture provide an easily accessible online platform where customers can browse and
order handcrafted Earthen Pot on demand. We offer a wide variety of beautiful and functional
product, catering to diverse needs and preferences.
How ?
Explain how your venture solves the problem and make its revenue.

Modern consumers often lack the time or access to traditional artisans. we solves this by
offering an on-demand online platform for ordering handcrafted Earthenware. We spread
awareness about the benefits of Earthenware. it is known to retain natural flavors and
nutrients, promoting healthy eating. BhuPatra acts as a facilitator, connecting artisans directly
with customers. We earn revenue through a commission on each sale, ensuring both artisans
and BhuPatra benefit.
Problem/Opportunity
CONTEXT PROBLEM
When does the problem occur? What is the root cause of the problem
The decline in the use of mitti ke bartan has been gradual 1. Urbanization and busy lifestyles
and has been happening over several decades. 2. Lack of awareness
3. Availability of alternatives
4. Misconceptions about practicality
CUSTOMERS EMOTIONAL IMPACT
Who has the problem most often? How does the customer feel?
• Busy individuals and families in urban areas • They may feel a sense of nostalgia for a time when mitti ke
• Younger generations bartan were more commonly used.
• Individuals with limited access to traditional artisans • They might be concerned about the environmental impact of
alternative cookware options and feel guilt for not using a
more sustainable option like mitti ke bartan.
QUANTIFIABLE IMPACT
What is the measurable impact (include units)?
• Tons of waste reduced due to biodegradable
cookware
• thousand of artisans who benefit from selling their
products through BhuPatra's platform.
ALTERNATIVES
What do customers do now to fix the problem?
Many individuals simply resort to using readily available and
convenient cookware options made from plastic, metal, or
other modern materials.
ALTERNATIVE SHORTCOMINGS
What are the disadvantages of the alternatives?
• Plastic cookwares are Often ends up in landfills or
pollutes the environment if not disposed of properly.
• Manufacturing processes of Metal cookwares can have
a significant environmental footprint.
• Certain types of metal cookware may leach chemicals
into food if not used or maintained properly.
• Alternatives generally lack the cultural significance
and heritage associated with mitti ke bartan.
Problem Interviews And Surveys Results
• How many customers did you interview? : 10

• What was the interview mode? : Offline

• How many of them agree this is a problem and wants a

solution? : 8

• How many of them said they don't need a new solution? : 2

Market Size Estimation

TAM: 625cr How to calculate market size?

1. Start with Total Addressable market- 67.8 Billion USD
TAM refers to the total market demand for a product or service.
SAM: If you’re entering a pre-existing space (like small business banking) you can research, it and
125cr provide credible sources or reference points on how you arrived at the TAM. If you’re
creating a new product or space (like Slack), you can estimate the number of customers that
would want your product and approximate how much you could charge them.

2. Take your target market (SAM), within that TAM, which varies depending on geography
.
and other logistical factors. Determine the penetration potential of your target market. This
is the portion of the market you can reasonably compete with 100x 2500 = Rs.250000
SOM: 6.25cr
3.By conducting research with existing competitors, distributors etc., understand the likely
penetration rate = 25-30

4. Multiply target market by penetration rate to find your market size (25 to 30) x2500 = Rs.
62500-75000

Sources:
• India Kitchenware Market Size, Share & Demand Analysis 2029
• Mitti ke Bartan ka Business 2023: मिट्टी के बर्तन बनाने का ...
Customer Persona
Personality trait Personality trait Personality trait
Motivations
Goals
•Find beautiful and unique mitti ke bartan
•Purchase authentic, high-quality products
•Have a convenient and hassle-free shopping experience

Frustrations
• Find beautiful and unique mitti ke bartan
Ethos • Purchase authentic, high-quality products
• Have a convenient and hassle-free shopping experience

Age: 23
Occupation: Marketing Manager
Location: Jhansi, India
Personality
Bio
Aditi is a 23-year-old marketing manager in Jhansi who balances her busy lifestyle with
a passion for sustainability and cultural heritage. She values quality and craftsmanship,
and while she leads a fast-paced life, she actively seeks mindful choices for her home
and everyday routines.
Motivated by a desire to use eco-friendly cookware and connect with her cultural
roots, Aditi seeks beautiful and unique mitti ke bartan. However, she finds it frustrating
to navigate the limited selection and quality concerns in local markets, and the lack of
transparency about origins and production methods is a concern.
Looking for a convenient and hassle-free experience, Aditi seeks a solution that allows
her to support local artisans while embracing tradition and sustainability.
Value Proposition Canvas .
I would LOVE it if:

? What would make the customer happy?

? What do the clients want when facing the problem?
What do you offer that makes the customers happy?
Customers want convenience, quality options, and
Health benefits of using these utensils Eco friendly connection to tradition. They desire a user-friendly
Ganesh murti in festival season and decoration products platform, diverse product selection, and transparency
about origin and materials.

I would WANT:
What is the product or service that you are
offering?
GAIN CREATORS GAINS What do the clients do (actions) when facing
FIT the problem?
We offers soil utensils that retain the original taste
and nutrition of the food compare to other steel and PRODUCT/
JOBS Faced with declining mitti ke bartan use,
aluminium utensils. SERVICE customers often resort to readily available, less
sustainable alternatives, sacrificing cultural
PAIN KILLERS PAINS connection and potential health benefits due to
inconvenience and lack of awareness.

Which features of your offering relieve the

customer's pains? I would HATE it if:

Retain nutrition value Adds up minerals to What are the pains of the clients when facing the
foodNeutralizes the acidic valueKeeps Bacteria problem?
awayUses less oil
• Frustration and inconvenience:
• Compromise on values
Solution
Describe your Solution:
We offer a convenient online platform that connects
customers directly with skilled artisans, making it easy to
purchase beautiful and handcrafted mitti ke bartan
(earthenware cookware).
The details of our offering consist of:
1. Diverse product selection: We offer a wide variety of
mitti ke bartan, catering to different needs and
preferences. This includes traditional designs,
contemporary styles, and various sizes suitable for
diverse culinary uses.
2. Direct from artisans: By connecting directly with
artisans, we ensure fair compensation for their craft
and support the preservation of this traditional skillset.
Customers can also learn about the artisans' stories and
connect with the human touch behind each product.
3. Seamless online experience: Our user-friendly platform
allows customers to browse, select, and order mitti ke
bartan with ease. We offer convenient payment options
and secure delivery services, ensuring a smooth and
hassle-free experience.
4. Commitment to sustainability: Mitti ke bartan are
naturally eco-friendly and biodegradable. We also use
sustainable packaging materials and promote
responsible practices throughout our operations.
List the Benefits of Your solutions:
1. Easy online ordering: Customers can browse and
purchase mitti ke bartan from the comfort of their
homes, eliminating the need to visit local markets
or artisans.
2. Seamless delivery: BhuPatra handles the logistics,
ensuring secure and timely delivery of bartan
directly to customers' doorsteps.
3. Direct connection with artisans: Customers can be
assured of the authenticity and quality of the
bartan, handcrafted by skilled artisans using
traditional methods.
4. Diverse product selection: BhuPatra offers a wide
range of designs, sizes, and styles to cater to
different needs and preferences, making it easier to
find the perfect bartan for any culinary purpose.
5. Eco-friendly choice: Mitti ke bartan are
biodegradable and free of harmful chemicals,
making them a sustainable alternative to
conventional cookware options.
Competition Analysis
Benefits Competitor 1 Competitor 2 Competitor 3 Competitor 4 Your Venture

Product Soil Utensils Kulhad Soil Utensils Clay product Soil utensils

Price 140-2000 150-1800 180-1500 150-1500 100-1000

Branding channels Desh ki matti Sky Technology Swadeshi Blessings Mitti Cool Bhupatra
Packaging

Market reviews 4 4.5 4.5 4

Lean Canvas
PROBLEM
Modern consumers often
lack the time or access to
traditional artisans.
Many individuals simply
resort to using readily
available and convenient
cookware options made
from plastic, metal, or
other modern materials.
EXISTING ALTERNATIVES
Desh ki mitti
Sky technology
Swadeshi Blessings
Mitti Cool
COST STRUCTURE
• Platform development and maintenance costs.
• Inventory management and logistics costs.
• Marketing and advertising expenses.
• Commissions for online sales (if using a marketplace platform).
CUSTOMER SEGMENTS Business Model (Explain with a process
SOLUTION • UNFAIR ADVANTAGE
UNIQUE VALUE diagram)
We offer a convenient PROPOSITION Busy professionals interested
online platform that First-mover advantage in Direct sales of mitti ke bartan
Convenient online platform in healthy cooking and
connects customers the online mitti ke through the online platform.
for purchasing high-quality, sustainable living.
directly with skilled bartan market (if Potential for premium
authentic mitti ke bartan. People interested in cultural
artisans, making it easy applicable). subscriptions offering curated
Diverse selection of heritage and preserving
to purchase beautiful Strong network of skilled product sets or exclusive
cookware options to suit traditional crafts.
and earthenware local artisans. discounts.
various needs and Urban households seeking
cookware. Collaborations with brands or
preferences. CHANNELS alternatives to conventional
organizations for co-branded
• Online platform cookware.
product lines (future potential).
HIGH-LEVEL CONCEPT (website and mobile
BhuPatra is an online app).
platform that bridges the • Social media
KEY METRICS gap between tradition and EARLY ADOPTERS
• Alkaline in nature marketing (Instagram,
convenience by offering a Facebook). Eco-conscious consumers
• Clay pots add
user-friendly way to • Collaborations with who value sustainability and
essentials nutrients purchase high-quality mitti sustainability and ethical sourcing.
• Contains vitamins like
ke bartan while supporting cultural influencers. People with an interest in
B12 local artisans and Indian culture and heritage.
• Cooked food is much
promoting sustainable Early users of e-commerce
tastier? living. platforms looking for unique
and authentic products.
REVENUE STREAMS
• Direct sales of mitti ke bartan through the online platform.
• Potential for premium subscriptions offering curated product sets or
exclusive discounts.
• Collaborations with brands or organizations for co-branded product
lines (future potential).
MVP

• Provide Full product/service description: BhuPatra is a revolutionary online platform

dedicated to reviving the cultural heritage of handcrafted earthenware cookware (mitti ke
bartan) in India. We offer a curated selection of beautifully designed and sustainably
produced earthen pots directly from skilled artisans across the country.
• Website and App is not ready this time.
• Description of how the product will work and steps the customer will follow
BhuPatra offers a seamless online experience for customers to discover and
purchase authentic earthenware:
 Explore a wide variety of handcrafted clay pots, categorized by type,
size, and functionality.
 Each product listing provides detailed descriptions, cultural
significance, and care instructions.
 Connect directly with the craftspeople behind each unique piece.
 Enjoy a user-friendly shopping experience with secure payment
options and hassle-free delivery.
MVP Validation
What is your MVP: Earthen Pot Conclusion:

Test Details: Initially we will offer only those functionalities mentioned above and then Persevere
check the response of customers.
Pivot
How long will we test this MVP? 5-6 Week's
Not conclusive

Who is our target audience for the test? How many of them? People who love nature

How will we get to that audience? by direct Meating or via social media

Results of Test:
Realizations / Insights:
the BhuPatra MVP provides valuable insights into
Did enough customers buy? Why or why not? Yes, due to good quality
customer preferences, product optimization needs, and
marketing strategies. This data will be crucial in
refining our approach and ensuring the success of the
Did customers pay the price we expected? Why or why not? full-scale platform launch.
Yes, because product is affordable

Did customers come back to our product or show interest in doing so? Why or Next Steps:
why not? • Targeted User Surveys & Interviews
Yes, because product is long lasting and good build quality • Analyze User Behaviours
• Customer Reviews & Ratings
• Optimize Paid Advertising
Did customers recommend our product to others or evangelize about • Content & Information Enhancement
it? Why or why not?
Yes, because product have good quality and affordable
 Sales Plan
Customer Sales Funnel
Customer Acquisition Plan
1 2 3 4 5
TARGET MARKET:
1 Million Busy Urban Professionals in Target Customer Target Customer Channels to be used to Estimated number of Estimated cost to
India Segment (Type) Segment (Number) attract the target leads convert these leads to
customer segment actual customers
LEADS:
10,000 Website Visitors per
Month

OPPORTUNITIES/ Busy urban

Social media marketing
PROSPECTS: professionals
1,000,000 (Major (Instagram, Facebook), ₹40
1,000 Leads per Month interested in healthy 1,000
metro cities in India) Content marketing (blog
cooking and
posts, recipes)
sustainable living

People interested in Collaborations with

500,000 (Nationwide -
CUSTOMER: cultural heritage and sustainability and cultural
with a focus on tier 1 500 ₹80
100 preserving traditional influencers, Online
and 2 cities)
crafts communities & forums

Partnerships with online

Online retailers or
retailers or eco-friendly
eco-friendly product 100 (Pan-India) 20 ₹200
product stores, Industry
stores (if applicable)
events & trade shows
 Go-to-Market Strategy

• Ensure that you have active social media presence on multiple platforms –
Facebook, LinkedIn, Instagram, Twitter, and others.
• Show your branding video. Ensure that it:
• Is crisp and engaging
• Clearly explains the brand, the venture, its target customers, and unique value
proposition.
• Show your Positioning Statement. Ensure that it clearly states what your product is
and what value it brings to the customer
• Action plan to reach your sales/customer target for the next one year.
• Show your Sales & Distribution model, clearly listing down your channels for both
sales and distribution.

Note: You may use any other template of your choice to pitch for your venture as long as
you cover all information being sought here.
FINANCIAL PLAN
Start-up Costs

1000-2000
20000
8000-10000
10000
25000

200000

250000
Explanation:
60000-80000
30000 This BhuPatra financial plan forecasts costs and revenue for the
first year. It details launch expenses like product development
10000
and marketing, alongside estimated sales. Monthly operational
costs like rent and salaries are factored in, along with a cash flow
statement tracking incoming and outgoing funds. This plan helps
50000 guide resource allocation, assess profitability, and manage cash
600000 flow, ensuring a smooth first year for BhuPatra
650000

650000
0
50000
Forecast P&L
Profit and loss forecast
JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC Totals

Sales
40000 45000 50000 55000 60000 60000 55000 55000 50000 57000 60000 70000 657000
Cash sales

Collections from accounts receivable

- - - - - - - - - - - -
Other cash receipts - - - - - - - - - - - -
Total Sales 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

COGS
Cost of goods sold 25000 25000 25000 27000 27000 27000 33000 33000 33000 35000 35000 35000 360000
0.00
Gross profit 15000 0.00 20000 0.00 25000 0.00 28000 0.00 33000 0.00 33000 0.00 22000 0.00 22000 0.00 17000 0.00 22000 0.00 25000 0.00 350000.00 297000
0.00

Operating Expenses
1100 1100 1100 1200 1200
1100 1200 1300 1300 1300 1400 1400 1400 0.00 15000
150000.00
Salaries and Consultant Fees 1100 0.00 1100 0.00 1100 0.00 1100 0.00 0.00 1100 0.00
1100 0.00 1100 0.00 1100 0.00 1100 0.00 11000.00 1100
6000 55950 0.00
Marketing and Promotion
5000 5000 5000 6000 6000 6500 6500 6500 7000 7000 7000
5000 5500 5500 6000 6000 6000 54950 0.00
Utilities (Electricity etc.)
5000 6000 6500 7000 7000 7000
3000
Transportation (Shipping, Courier, Taxis etc.) 3200 3200 3000 3400 3500 3600 3750 3750 3000 3500 3500 40400 0.00
Office Supplies 2500 2500 2500 2700 2700 2700 2900 2900 2900 2700 2700 2700 32400 0.00
Repairs and Maintenance 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 60000 0.00
Office Supplies 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 60000 0.00
Misc. Expenses 3500 3500 3500 3500 3500 3500 3500 3500 3500 3500 3500 3500 42000 0.00
Interest on Loan 3000 3000 3000 3000 3000 3000 3000 3000 3000 3000 3000 3000 36000

Loss, Theft, Wastage 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 24000 0.00
Total Expenses 35100 0.00 35800 0.00 35100 0.00 364000.00 373000.00 378000.00 387000.00 388500.00 388500.00 390500.00 395000.00 395000.00 420700
0.00

Result
Net Profit/Loss 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Gross profit margin
Net profit margin

Explanation:
We've factored in initial investments like website development and marketing, alongside estimated monthly sales. Ongoing expenses like rent and salaries are considered. We project reaching
profitability within [Target Month/Quarter] due to [Key Factor, e.g., strong sales growth]. This demonstrates BhuPatra's financial potential and commitment to sustainable growth.
Financial Projections
Year 1 Year 2 Year 3 Year 4 Year 5 Number of existing shares
Number of sales 250 260 270 285 300 amount to be invested
2500
Value of each sale (Contribution 2700 2800 2900 3000 earnings after 5 years
Total Revenue 625000 702000 756000 826500 900000 P/E ratio
Capital costs 100000 120000 140000 160000 200000 Discount rate
Land and Buildings - - - - - Number of years
Equipment 25000 35000 40000 50000 55000
Product Development costs - - - - -
others 5000 6500 7000 8000 9000
Total 130000 162000 187000 218000 264000 Estimated terminal value
400000 420000 450000 500000 550000
Expenses (Annual)
Salaries - - - - -
Present value
Marketing and Promotion 5000 5000 5200 5500 6000 Required ownership percentage
Utilities (Electricity etc.) 50000 52000 56000 59000 63000
7500
Transportation (Shipping, Courier, Taxis etc.) 9000 11000 12500 14000 Number of shares needed by investor
10000 10000 11000 12000 13000
Share price
Office Supplies

Repairs and Maintenance - - - - -

Office Supplies - - - - -
Misc. Expenses 5000 5200 5500 6000 7000

Earnings (EBDITA)
300000 350000 400000 450000 500000
Unit Economics
Unit Economics Year 2024.
P & L/ unit Year ….. CAC -
CLV -
Revenue 800000-1000000
ARPU 3200
COGS 360000-500000
Gross Profit 400000-500000
Gross Profit Margin 50000-100000
Operating Costs
Operating Profit 500000-600000

The above is the Unit Economics for year 1 (year ……). Refer to P&L statement for year 1 in slide 16.
Assumptions (Year……..)

​Terms Explanation (For the actual calculations, refer to the Financial Plan Excel sheet link)​
CAC​ (Cost of Sales + Cost of Marketing ) / Number of new customers acquired (in currency terms)​
CLV Average purchase value x Average purchase frequency x Average Customer Lifespan x Gross Margin
ARPU​ Total revenue in specific period/Total number of customers during the same period (in currency terms)​
GROSS PROFIT​ Total revenue – Total COGS (In currency terms)​
OPERATING COSTS Cost of goods sold (COGS) + operating expenses (OPEX)
OPERATING PROFIT Revenue from Core Operations – Cost of Goods Sold – Operating Expenses – Depreciation – Amortization
Expenses
CHURN RATE (Customers at the beginning of the period – customers at the end of the period) / customers at the beginning
of the period
Funding Plan

How much funds required to reach to the next level Funds utilization strategy (Details)
of the venture?
• 800000-1000000 • Equipment
• Product cost
How much have been bootstrapped? If not, why ? • Transportation
- • Office supplies
How much can be bootstrapped? • Electricity bill
• - • Maintenance
• Marketing
How much external funding required? If not, why? • Promotion
• 300000-500000 • Internal setup
Team Composition

Deepesh Rajpoot Ishant Vaidh Satyendra Singh Chauhan

What makes us a good team to solve the problem we chose?

We share a strong passion for preserving cultural heritage and
promoting sustainable living.
We've extensively researched the challenges faced by artisans and
the factors contributing to the decline of mitti ke bartan use.
Role/Position: Role/Position: Role/Position: We are a highly collaborative team, dedicated to working together with
CEO COO/CTO CFO/CMO enthusiasm and commitment to make BhuPatra a success. We
understand the importance of effective communication, teamwork, and
shared dedication in achieving our goals.

Key Strengths and abilities
• Passion for Sustainability
and Cultural Preservation
• Problem-Solving
• Full Stack Android
Developer
Key Strengths and abilities
• Broker
• Business Acumen
• Understanding of E-
commerce
Key Strengths and abilities
Decision-maker,
problem-solver,
Data and marketAnalytics
Streategist
Thank You!