Submitted By:

Hassan Mehmood
Waqar Ahmed

CATCH
FRESH FISH FOR YOUR DISH

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 Table of Contents
EXECUTIVE SUMMARY ............................................................................................................................. 3
THE PROBLEM & OUR IDEA ...................................................................................................................... 4
OUR VISION .............................................................................................................................................. 5
OUR MISSION ........................................................................................................................................... 5
Our Products ............................................................................................................................................. 6
Our Business Model ................................................................................................................................. 8
Our SWOT Analysis................................................................................................................................... 9
Strengths............................................................................................................................................... 9
Weaknesses .......................................................................................................................................... 9
Opportunities ....................................................................................................................................... 9
Threats .................................................................................................................................................. 9
Our Competitive Edge ............................................................................................................................ 10
Marketing Campaign .............................................................................................................................. 10
Business Canvas Model .......................................................................................................................... 11
Our Startup Cost ..................................................................................................................................... 12
Our Financial Plan................................................................................................................................... 13

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 EXECUTIVE SUMMARY
The problem arises with the questionable supply and demand of seafood in the city
of Karachi where there is a great potential of seafood market is available but due
to uneducated local industry, the market is not yet captured. We have limited
number of meat shops available for beef and mutton along with every street’s
corner chicken shop but there is no such availability of Seafood in local markets.
The only options available for consumers are street hawkers and big departmental
stores who provide questionable and very limited variety of seafood and at very
premium charges. We have come up with the idea to start an online outlet where
customers can place their orders pertaining to seafood which they desire, the cuts
they desire and the time of delivery they desire and leave the rest of the troubles
for us. We will pick same day picked seafood from fisheries and delivery to our
customers on their door step.
The customer will have to place the order atleast 12 hours before delivery to
arrange and deliver the food to their address. We will be using 2 motorbike riders
and 1 customer representative in this business who will be taking orders from
whatsapp, sms, emails along with facebook and Instagram. Our prime target is
retail customers and on side we will be targeting wedding caterers, event
management companies and restaurants on referral basis. The startup cost and
financial plans are discussed in this report which shows that we will reach to our
breakeven after two years after which the company will be purely in profit. The
financial part of this report elaborates the plan of 5 years with cost and profit
analysis.
The success of this model lies within the response time, commitment to serve and
quality of the product which is promised to be delivered to the customer, once the
customer is delivered with the package, the customer representative will follow up
for feedback and improvement areas as the customer is the best judge of your
product and the feedback taken from the customer will be evaluated and
implemented as early as possible to provide our customers the finest value of their
cost.

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 THE PROBLEM & OUR IDEA
Doesn’t it feel bad when you really want to eat seafood but unable to find a quick
solution as the street hawker is not available with fish or the quality of fish is
compromised? How many times has it happened to you or your family that the fish
that was sold to you on trust that it is quite fresh but after getting home you
realized that it is stale? Doesn’t it feel very lethargic when you plan to buy fresh
seafood but you have to go all around the city to fisheries for it? Or you want a
specific type of fish or prawns but after roaming and wasting multiple hours at
market you find out that the fish that you want to buy is not available.
Well, there is good news that there is not only you who suffer same problem but
there are almost 25 million people in the heart of Pakistan and the city of lights
which is Karachi. As Karachi is the biggest city of Pakistan having the largest
population in any city especially city with harbor. But still the problem regarding
fresh seafood prevails in its full strength due to very limited advancement in this
sector. The limited local market is strictly limited to big departmental stores like
Imtiaz, Hyper and Metro or is only available to street hawkers who are strictly
unreliable or/and in very few numbers having extremely limited variety, on top of
that, the freshness of the products they offer is very skeptical.
We observed the problem and pain point of this city and came up with a
technological solution. We propose to our customers the straight from the sea fish
and other range of sea food delivered right to their homes/cooking stations.
By the name of the brand and company CATCH Seafood online shop and delivery
we promise to provide seafood directly from sea to the hands of our customer in
their own desirable cuts and sizes. Just confirm your order via Whatsapp, call, sms
or Facebook with details 12 hours before delivery and leave the rest on us. We will
deliver the freshest stock from same day to your door step after cleaning, cutting
and packing so that you can spend the time with family whilst we take care of the
hassle.

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 OUR VISION

“To become the largest seafood provider of Pakistan for retail and
export by satisfying the largest number of headcounts”

OUR MISSION

“We provide delicious, healthy and fresh seafood products of high

nutritional value at affordable prices that improve food quality and
standards which add value to our customer’s lives”

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Our Products

Heera – Red Snapper

Rs. 600/Kg

Surmai – mackerel
Rs. 650/Kg

White Kund – Barracuda

Rs. 600/Kg

Kala Paplet – Black pomfret Rs.

650/Kg

Mushka – Croaker
Rs. 450/Kg

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 Lady Fish
Rs. 450/Kg

Sarman – Queen Fish

Rs. 450/Kg

Tiger Prawn
Rs. 550/Kg

Blue Crab:
Rs. 550/Kg

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 Our Business Model
Our business model starts from our customer representative who is available on
call, sms, whatsapp, facebook and emails 24/7 to take orders from our customers.
Since our prime value is to provide the fresh products for our customers, we have
decided to take the orders at-least 12 hours before the delivery.
Once orders are confirmed, the list of orders is shared with our contractual
vendor available at Ibrahim hayderi fishery site. After order ready detail is
received, the rider from office will collect the products from the site and bring in
office early in the morning. At office, the sorting, packing and labeling is done and
the material is ready for dispatch.
Both riders will start dispatching the products to our respected customers. In the
meanwhile, the customer representative will continuously keep in touch with the
customers to provide update on their delivery.
After delivery, the customer representative will take feedback from customers to
improve the process and provide after sale support for better experience. In this
way, the customer retention will be maintained.

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 Our SWOT Analysis

Strengths Weaknesses

 Low inventory cost

 Limited fixed cost
 Low brick and mortar cost
 Fresh stock every time
 Order confirmation stock only
 Quick cash return
 High ROI
 New brand
 Lack of trust on online stores
 Limited customers due to less online
trend
 Credibility
 Price competitive market

Opportunities Threats

 Brick and Mortar Stores  Competitors

 B2B sales  Big departmental stores
 Expansion to other cities  No/Limited safety stock
 Export

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 Our Competitive Edge
Our competitive edge lies around our commitment to provide fresh seafood at your
door step with most economical rates amongst our competitors. We don’t maintain
any stock thus that creates a window of opportunity for us to expand our horizons
more and more as per market need and demand in seafood. There is no risk of
shrinkages in our business as we are only supplying on demand and as per
customer’s request.
Our model dictates the customer to provide us their order at-least 12 hours before
the delivery to enable us capturing the finest product for their consumption. We
also provide our customers the liberty of cutting and shaping the product as per
their requirement and demand so that they can have the best value for their
money.
Our packaging is also different from our competitors which provides us the edge
over our competitors as for us our customer satisfaction is the most valuable asset
in our business.

Marketing Campaign
Social Media and Google will be used to run our marketing campaigns through our
vendor. Promotional ads, OLX, SMS marketing, Twitter and Instagram will used to
capture the audience interests and to provide on spot response for our valuable
customers. Online forms will be created to have better understanding of our
customers’ requirements and to improve our services on regular basis. Blogs, Posts,
Boosts will be used on internet to create awareness of our brand.

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 Business Canvas Model
Key Partners Key Activities Value Propositions Customer Relationships Customer
Segments
Fisheries Providing fresh We provide all types We build our relation through
agents of sea food from electronic medium i.e. SMS  Middle and
seafood to our
marketing, Social Media Marketing, Upper class
customer via crabs to prawns and
Packaging WOM etc.
shrimps to all kinds  Male/Female
material online deliveries
of fish at the door We will ensure to allow our  Karachi
suppliers  Age 18 to
step of our customer customers have direct interaction
Catering maintaining our key with us via different e-platforms onwards
service proposition of fresh  Techsavy
Company stock every time  Housewives,
Channels
with desirable cuts working
Event We will use electronic mediums like women,
Key Resources and types. Our value
management olx, Facebook, Instagram, sms university
proposition is solely marketing and etc to create awareness
companies students
Human Resource, based on customer in customers mind
 Computer and
2 Bikes, Deep satisfaction and
Our customer representative will take mobile literate
Freezer, Laptops, providing them ease orders via call, sms, WhatsApp and  Nuclear and
Internet device, of mind at most Facebook and book the details in order joint families
Cellphone, competitive rates. summary and share with vendor at
packaging boxes fisheries

Our rider will communicate to the

vendor at fisheries and pick up, pack
and deliver

Cost Structure Revenue Streams

Laptop cost, internet cost, packaging cost, human resource Retail online sales, big orders from caterings and event
salaries, electricity bills, mobile network bills and mobile managements
cost, material cost, bike petrol and cost of bikes and
vehicles and office expense and utilities.

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 Our Startup Cost
ONE TIME START UP EXPENSES AMOUNT NOTES

One Time Start-Up Costs:

Rent Deposit 60,000.00 Office Rent Deposit- 6 months
Furniture & Fixtures 75,000.00 Sitting Arrangements- Tables and fixtures
Equipment- Laptop/Mobile/Freezer 120,000.00 Laptops, Mobiles, Internet Connections, Deep Freezer
Renovation 35,000.00 Renovation of Space
Installation of Fixtures & Equipment 5,000.00 Installation of fixtures
Starting Inventory- Packaging Material 15,000.00 Packaging Material
Utilities 10,000.00 Utilities for 2 months
Motor Bike for pickup and delivery 70,000.00 2 motorbikes for pickups and deliveries
Total One Time Start-Up Costs: 390,000.00

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 Our Financial Plan
Income Statement
First Year 2nd Year 3rd Year 4th Year 5th Year
Sales 2,182,900 2,619,480 3,143,376 3,772,051 4,526,461
COGS 1,313,870 1,576,644 1,891,973 2,270,367 2,724,441
GP 869,030 1,042,836 1,251,403 1,501,684 1,802,021
Operating Expenses
Startup cost 130,000 130,000 130,000 - -
Rent Expense 120,000 132,000 145,200 159,720 175,692
Utility Bill Expense 180,000 198,000 217,800 239,580 263,538
Salary Expense 384,000 422,400 464,640 511,104 562,214
Maintenance Expense 60,000 60,000 60,000 60,000 60,000
Marketing Expense 180,000 180,000 180,000 180,000 180,000
Net Profit (184,970) (79,564) 53,763 351,280 560,576

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