Business plan

Wood master

Bramma

Prepared By: Nishad Chandran Business Consultant Bramma Learning Solutions

Verified By: Reghu Mohan Assistant Manager- Consulting Bramma Learning Solutions

Approved By: Ranjith A R Head Training & Consulting Bramma Learning Solutions

Submitted To: Denny Poulose Proprietor Wood Master, Vypin

BUSINESS PLAN

1.0 Executive summary Wood master is an Ernakulam based furniture manufacturing company. Wood master is a proprietor firm owned by Mr.Denny Poulose. . The company is located at Vypin (Valappu) 8KM away from Cochin. The company has two retail showrooms, one is at Njarakkal named as Wood master and another one is at Kaloor named as Prestige. The retail showroom at Kaloor will be renaming as Carpenter as a part of the companys new thinking. Master of Creativity will be the slogan of the company. Wood master own a website @ www.woodmaster.co.in The ultimate objective of wood master is to be the pioneer in the Kerala market by providing quality product at right time. The highlighting feature of the company is modern furniture manufacturing unit/ workshop and experienced persons in the plant. Wood Master is planned to develop its sales to all over Kerala. Initially the company is expanding its market to all over Ernakulam Dist. The company is planned to market its product mainly through its retail showrooms and through direct sales by Sales executives. 2.0 Company Summary 2.1 Company Ownership Wood master is a proprietor firm owned by Mr.Denny Poulose. Initially the company started its business from timber sales and later it got expanded to furniture manufacturing, Doors and frames manufacturing and interior works. The other units which come under the proprietor are:-

1 Janatha Sawmill (Timber Sales) 2. Janatha Wood Industries (Shutters, Doors & Frames)

3. Wood Master (Furniture Manufacturing) 4. Intertec (Contracting and Interior Works) 5. Retail Show Room

2.2 Company logo and tagline Wood master- Master of Creativity

Inter Tec- The Future of Your Interiors

2.3 Company website: Web Site Name: www.woodmaster.co.in

2.4 Company structure

Proprietor

Janatha Saw Mill

Janatha Wood Industries

Wood Master

Intertech

Retail Show Rooms

2.5 Organisation structure

Proprietor

GM/ Finance Manager

Accounts executive

Sales Manager

HR/ Admin executive

Production Manager

Saw mill manager

Sales Executives

Retail Sales Persons

Site Supervisours

Supervisour for Interior work

Supervisour for Furniture Section

Supervisour for Doors and frames, Saw mill

Labors

Labors

Labors

Labors

3.0 Products & Services The company manufactures and sells high quality furniture. All the furniture is manufactured by using modern machineries and using top quality wood products. The design and style of our product is unique. We offer superior quality products and design at competitive price. Janatha Wood industries: 1. Doors & Frames Wood master 1. Furniture 2. Interior works Janatha Sawmill 1. Timber sales Inter tech 1. Contract works Furnitures: 1. Sofa settee 2. Dining table 3. Dining Chair 4. Cot 5. Teapoy 6. Almirah 7. Dressing table Interior 1. Wardrobes 2. Kitchen Cabinets 3. Crockery shelf 4. Cupboards 5. Kitchen boxes

3.1 Production The products are manufactured at onsite using wood products purchased from the local suppliers. The furniture components are manufactured in small quantities and kept in stock. When the orders are received from the retailers the parts are assembled and polished and delivered on time.

3.2. Competitive advantage: Competitive advantage of the company is Furniture design Quality Modern machineries Skilled, young and dynamic human recourses Competitive pricing strategy Strong market demand The location of the retail outlet The big market.

4. Market Analysis Furniture sector in India only makes a marginal contribution to the formation of Gross Domestic Product (GDP) representing about 0.5% of the total GDP. The major part of the industry, approximately 85% in the unorganized sector and remaining 15% comprises of large manufacturers such as Goderaj &Boyce manufacturers, featherlite, and Style spa, BP Ergo, Durian, Kian and Tangent. The Furniture and interior sectors have huge market in Kerala. In Kerala the size of the furniture retail outlets is increasing. The most demanded products in Kerala are home furnitures and interior works. Among this furniture sector the most demanded one is Settees followed by Coats and Dining room furniture.

Wood master is mainly concentrated on the production of Furniture, interiors and doors and frames and have two retail outlets in Ernakulum. The company is now going to start a new retail outlet for Alamirah and Doors& Frames in Ernakulum district. Wood master products are available at: Companys retail outlets, one is at Kaloor ( Name: Carpenter) and another one is at Njarakkal Available through its franchise outlets Alamirah and Doors and Frames is available its another new outlet at Ernakulam Wood master is mainly targeting on the Middle level income group, as its prices is comparatively affordable to middle level income group. 4.1 Market Segmentation During the initial phase the company is mainly targeted on Ernakulum District but now the company is going to expand the business to 5 districts of Kerala considering the market demand. Later on the company is planning to expand its business all over Kerala. Targeted markets: 1. 2. 3. 4. 5. Ernakulam Thrissur Malappuram Kozhikode Kottayam

4.2 Market Survey report REASON FOR BEING ON AVG.PRICE TOP AVG.SALE

NAME OF NO THE SHOP

Diwaniya 1 Furnishings

SEGMENTS BEST LOCATION AVILABLE SELLING Furniture Furniture (All are & equally Palarivattom Furnishings Demanded) 30k

20L

2 Tip top

Kalamassery Furniture

3 Indroyal

Furniture Kalamassery ,Interior

Charmer 4 Furniture

By Pass

Furniture

5 Grander

By Pass

Furniture

6 Nilamboor

By pass

Furniture

7 Style Spa

By Pass

Furniture

8 Wood spire

By Pass

furniture

Settee, All are equally Demanded and preference for MDF models All are equally demanded and MDf models are more demanded MDF model furniture are more demanded Traditional models are available and more demanded one id Coats & Settee cots are more demanded, MDf furniture is more demanded MDF models and all furniture are equally demanded

45K MDF are preferred because of the prices and design

30K

"

25k " mainly purchased by outstation people who are worked in cochin

20K

20K

Theyampattil 9 Furniture By Pass

Furniture

10 Damro Findings: 1. 2. 3. 4. 5.

Edapally

Furniture

No Product preference MDf models are more demanded, Settee is more demanded

MDF models are more preferred because of its style and available for low cost More Demand for settee and cots Main customers are middle class families Community preference- Muslim (Nilamboor furniture & Style Spa) Customer age group is 40 yrs.

5.0 Marketing and Implementation Strategy 5.1 Marketing Strategy Wood master is planned to give its products mainly through its retail outlets, through companys marketing staff. The company is planning to reach its product to the customers through Franchisees. Company is using some promotional strategies to attract its customers. The companies promotional strategy is to target both retail outlets and potential customers. Promotional plans: Advertisement for branding Catalogs featuring our products and samples for our wood finishes and the retail outlets and franchisees can use this to show the customers any products not displayed in the showrooms and to order additional products. Brochures are developed and distributed to the customers through retail outlets, franchisees and sales staffs. Pamlets distribution through news papers

Package ( Family pack and childrens pack) offer with attractive gifts Exchange offer, discount offers during the festival seasons. After sales service Participate in the exhibition Interior consultant for giving consulting to the interior activity.

5.2 Sales Strategy Sales persons are appointed to expand the brand throughout Kerala. The main objective of the wood master is brand loyalty. Sales can be done through its retail outlets, through Franchisees and through direct sales by sales executives. The company is planning to expand its business to five districts of Kerala later to all over Kerala.

Manufacturer

Sales Executives

Retail Outlet

Franchisees

Customers

5.3 Pricing Strategy Pricing is the product of determining what a company will receive in exchange of its product. When a price is fixed for a product we have to consider lots of factors. Certain points have taken to consideration while framing a pricing policy. The cost price of the product depends upon the purchase price of the raw materials, cost of labors, cost of promotion activities and other overhead expenses involved in the production. Wood master need lots of promotion activities for getting its brand loyalty. This will be more effective and less expensive. Targeted customer is a factor for setting a price. Wood master is mainly concentrate on middle class families so the pricing should be affordable for these categories. Analyze the competitors pricing strategy, policy and price of the products. Company needs to concentrate more on Penetration pricing strategy and once the company gain the market then can increase the price of the product. 6.0 Management Summary Mr.Poulose is the founder of the company and Mr. Denny Poulose is the proprietor of the firm. He will be responsible for managing all the activities of the company. There is a General Manager for handling all the operations of the company and he will be acting as a Finance Manager as well. Production supervisors need to appoint in order to supervise the production process and sales executives need to appoint in order to increase companys sales. 6.1 Personnel 1. General Manager/Finance Manager 2. Sales Manager 3. Production Manager 4. Production Supervisor 5. Saw Mill Manager

6. Accounts Executives 7. HR & Admin Executive 8. Site Supervisor 9. Retail Sales Persons 10. Labors

7.0 A Complete Business Plan (Includes Retail Business Plan)

NO 1

ACTIVITY Business Plan

DESCRIPTION Complete plan for wood master Designing Logo

START DATE 11/11/2011 11/11/2011

END DATE 18/11/2011

RESPONSIBLE PERSON Nishad, Reghu

Logo Finalizing Logo Sourcing quotation from the company Initial payment Registering the domain Links and content preparation Designing the template Finalizing the template Web site development Website Launching 18/11/2011 11/11/2011 14/11/2011 15/11/2011 17/11/2011

18/11/2011 Denny Poulose Nishad Denny Poulose Software Firm Nishad, Reghu 5/12/2011 20/11/2011 21/11/2011 2/12/2011 5/12/2011 Software Firm Denny Poulose Software firm Bramma, Wood master

Web Site Development

Brochure

Content development Template preparation Finalizing the brochure template Sourcing Quotation

11/11/2011 Nishad, Reghu 12/11/2011 Designing Firm 14/11/2011 16/11/2011 18/11/2011 28/11/2011 Nishad, Reghu Denny poulose 25/11/2011 28/11/2011 Designing Firm Bramma, Wood Master Nishad, Reghu 7/11/2011 Denny Poulose 9/11/2011 Denny Poulose 11/11/2011 21/11/2011 15/11/2011 Nishad Bramma, Wood Master Bramma, Wood Master Wood Master 2/12/2011 6/12/2011 Nishad, Reghu Designing Firm 19/12/2011 7/12/2011 Denny Poulose Nishad Denny Poulose Printing Firm Denny Poulose

Initial payment Brochure designing and printing Launching

7/11/2011 Ad designing Ad finalization Ad on news paper 5 Recruitment Sourcing and calling candidate Interview 15/11/2011 Selection 21/11/2011 Appointment Content Preparation Designing Notice 6 Notice regarding the inauguration of the retail outlet 6/12/2011 Finalizing Sourcing Quotation 8/12/2011 Initial Payment

Printing

15/12/2011 18/12/2011

Distribution Promotional Activities Contents for flex Template formation Initial payment 7/12/2011 10/12/2011 12/12/2011 17/12/2011 19/12/2011 19/12/2011

Issac Kurian

Nishad Designing Firm Denny Poulose Designing Firm Dinesh Nishad

7.1

Flex

Printing Flex fixing Content for Catalog Designing catalog

8/12/2011 10/12/2011 12/12/2011 21/12/2011 Designing Firm Denny Poulose

7.2

Catalogue for Customers

Finalizing and initial payment Printing Distribution Through Retail outlet Discussion regarding the offer

17/12/2011 21/12/2011

Printing Firm Issac Kurian Bramma, Wood Master Denny Poulose 21/12/2011 Wood Master

7/12/2011 9/12/2011 21/12/2011

7.3

Promotion Offer

Finalizing the offer Launching of the offer

Inauguration

Opening of the retail outlet

21/12/2011

21/12/2011

Wood Master