Table of Contents

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1. Executive Summary..………..…………………………………..…………………….…………......02
2. Introduction… ……………..………………………………………..….…………….………....…....02
3. Target Market & Segmentation…………………………………..……….………….………..….….04
4. SWOT Analysis. ……..………………………………………….………..……….….………...…....04
5. PEST Analysis…………. ………………………………………….………..…………………........08
6. SOSTAC…..... ……….……………………………………………………………..………….….....09
7. Pricing……………..…..………………………………………………………………...................10
8. Marketing Strategies... ……………………………………………………………………………....10
a. Brand Logo ……………………………………………………………………………..…..11
b. DVC ……………………………………………………………………………………..….11
c. Facebook ……………………………………………………………………………..…..…12
d. Mobile Application ……………………………………………………………………..…..12
9. Strategic Alliances ………………………………………………………………………………..….15
a. Two Parties Strategic Alliances ……………………………………………………….........15
b. Three Parties Strategic Alliances ………………………………………………………..….16
10. Overview of the website ……………………………………………………………………………....17
a. Mechanism of payment gateway ……………………………………………………….......17
b. Features ……………………………………………………………………………….........18
c. Charges for easy pay online payments ……………………………………………………..18
d. Plugin Integration ……………………………………………………………………………18
e. Cost …………………………………………………………………………………….......18
11. Calculating CPC and CPI ………………………………………………………………………….....22

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 Acknowledgement

Foremost, we thank Allah for his mercy and benevolence that brought us up to this level of
success. We are highly indebted to Sir Tanzeel A. Rauf Patker for his guidance and
constant supervision as well as for providing necessary information regarding the project.
I am using this opportunity to express my gratitude to everyone who supported me
throughout the course of this MBA project report. I am thankful for their aspiring
guidance, invaluably constructive criticism and friendly advice during the project work. I
am sincerely grateful to them for sharing their truthful and illuminating views on a
number of issues related to the project. This report has been submitted for partial
fulfillment of the requirements for completion of the course “E - Marketing” in the MBA
program of Iqra University.

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Executive Summary
Hiring an efficient and trustworthy maid or any domestic staff is nowadays, one of the most
difficult tasks. Keeping in mind this factor, we are launching an online platform to provide
domestic service, named, Life Assan, making your life easy. Cardinal aim of this service is to
provide you ease and comfort by taking charge of all your household chores, be it cooking,
dish washing or even party helping, cooks, house keeper care giver/nurses or drivers. Above
all we have focused on one of the important problem that is normally faced by working
women which is to drop off child at day care centre. Life Assan will be providing babysitting
service too by the help of qualified and trained nannies. Digital marketing provides a high
level of flexibility and openness but it still has many drawbacks due to heterogeneity of the
exchanged information. We have to promote this service by using only Direct Media, for
which we have used different tactics such as a small DVC and promotion via Facebook.

Introduction
 Current situation
We have observed that even though having a trust worthy and efficient maid or any domestic
staffs is crucial for all households they are very hard to find. Similarly, there are maids who
do not work at a house they don’t know about. So, normally getting a maid, cook or driver
depends on networking and family links. But, usually the domestic staffs leave you in the
lurch during your most important moments. Therefore a way out of this dilemma is creating
a plan that will fill the gap by providing efficient, productive, professional and safe and trust
worthy maid and other domestic service.

 Market description
Currently market is full of two types of maids one is city oriented and others usually come
from rural areas for better opportunities. Some of them know their trade and have
exceptional skills while others are about to learn how city people live. Thus, it creates a
problem for the maids and the employers because most people want smooth and running
house hold but teaching a novice takes a lot of energy and time. Apart from maids when we
take a look for baby sitters, drivers and housekeepers there are mostly trust issues. If we dig
into our society and our target market, these people are always looking for reliability and
honesty when it comes to domestic staff.

 Service review
The main idea of launching Life Assan service is to smoothen out the process of finding a
good and efficient domestic staff in little time. The position can be temporary or permanent
depending on the requirements. The staffs members are acquired through word of mouth and
by visiting our website.ID cards are taken and verified along with a background check from
previous employees so that there is no problem. A proper daily, weekly or monthly surcharge
is assigned and extra payment is adjusted according to the spent time and calling on
weekends and holidays. A proper dress code will be assigned to our employees so that they

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will own and represent our brand which aims for the best quality. Initially we have started our
website by providing six core services.

People can choose from the following six categories

 Maids
 Baby Sitters
 Nurse/Care Giver
 House Keepers
 Cooks
 Drivers

Target Market & Segmentation:

Pakistani working women have a great way of balancing their personal and professional life.
They are a perfectionist and want to be best in every role so they are in constant search of
credible, secure and cost effective solutions that will help them in managing their homes.
Therefore Life Assan is targeting professional moms and ladies who are either working from
offices or homes claiming to make their life easy. As we are also providing cooks, so we can
also focus on the niche market. We have mainly chosen upper class as our targeted audience.
Those people are always looking for luxuries and comfort so Life Assan can be a platform
through which they can enhance their lifestyle. Whether it’s a cook or a driver, a maid or
house keeper, a nurse or baby sitter, Life Assan is providing them the services they are
looking for on a single platform.

If necessary we can sort out housing communities in accordance with the class of residence to
segment the targeted audience in accordance with the income level.

As we have targeted upper class and our services are providing more luxury to them, we have
to focus on the marketing strategies as well. Advertising on luxury brands tend to focus on
ease, comfort and luxury or the happiness they inspire. Whether we have to story board a TV
spot or have to build an ad group on Google Ads, target audience will feel as though our
services are a physical manifestation of luxury.

SWOT Analysis
Maid and other domestic services come with a lot of strengths such as being distinct and
unique online service provider, thoroughly checked and clear employees, high quality and
efficient services, cost effective and friendly. But surely it has some weaknesses as well, like
lack of education, no awareness of the brand and lack of credible sources. Meanwhile it is a
good opportunity of lifestyle change for the customers as well the domestic helpers. As the
service is different it does come with a lot of threats too such as the distance and area of the
customers.

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 Strength Weakness
 Distinct and unique (online app &  Lack of or no education
website)  No knowledge of the brand
 Safety of the clients and the staff  Lack of credible sources
members
 Trained to cater to customer’s needs
 Cost effective
 Choice of temporary or permanent
maids
 Different categories

Opportunity Threat
 Lifestyle change  Distance and areas of the
 Brand formation customers
 Building and collecting credible and  Work Timings & late sittings
efficient helpers  Working more than specified
skills
 Incomplete information

Strengths:

 Distinct and unique

We are going to be the only online maid service with an extensive and trust worthy
database so that customers will have no problem in choosing the categories and the maids
will have no confusion of their specification, making it a time and cost effective
experience.

 Safety
Safety of our both clients, the household owners and the maids are of utmost importance.
That is why the company has aims to carry out thorough background check and
verification of their potential work force. Further, specific unsafe areas in the city are a no
go zone for the maids. Also, whoever has asked for the service needs to give their
complete credentials and contact number so that the company will know when and who to
contact. Above all it is the company’s policy to send at least two maids to help in the
house hold.

 Training
Service industries do not thrive without training and development thus Life Assan has
created a complete and over all code of conduct and service plan for its employees and
the clientele.

The Company makes sure to update the employees with the knowledge of latest
technology in house hold appliances and the how to of keeping them and the surroundings

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 hygienic and spot clean. The cooks we will be providing are trained and experienced, the
nurses and care givers will be provided from Ziauddin University Hospital through Life
Assan. As requirement and comfort is essential it is crucial for the employees to pass a
quality and hygiene test to enter into the practical work force.

 Choice of maid types

Sometimes people want maids for a whole day or hourly basis. Similarly, maids have
their own conditions. Our companies have divided the employees in to types.
o Per day
o Weekly
o Monthly

Day to day maids will get paid according to the day they agreed to while hourly maids are
given competitive wages as per the rates they were booked at.

 Different working categories

Our company emphasize on quality and comfort of its clientele thus a variety of
categories are created –
 Maid Services
 Drivers
 Cooks
 Housekeepers
 Nurses/Care Givers
 Baby Sitters

Weaknesses:

 Lack of or no education
A major problem for the company is that most manual workers in Pakistan have no
education thus communication can be a huge issue.

 No knowledge of the brand

Till date market has not catered to a maid helping service specially in Karachi, that is
available online, though a few domestic services are available through face book pages
asper our research. Similarly, most people are used to of the old ways of appointing their
helpers so it is very difficult for them to trust a name that is new in the market.

 Lack of credible sources

As workers are coming from all over the country and mostly are from rural areas there are
no authentic records or references. So company can face difficulty in building up a
credible worker’s database. However the nurses and care givers will trained and certified
from Ziauddin University Hospital.

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Opportunities:

 Lifestyle change
As most of the service industry is going digital this is a great opportunity to transfer the
household helping service onto this platform. So that people from all walks of life will
have an open access to bring comfort and peace of mind into their lives with one single
click.

 Brand formation
Creating a household brand is our company’s utmost priority so it is launching a brand
name that covers all the house hold needs.

 Building and collecting credible and efficient helpers

The company is eager to bring people from every areas of the city and launch them
under one platform. This way we will have a collection of different people who will be
able to cater to various needs. For example a maid required for DHA town will come
from DHA only and a maid for the north side will have this areas knowledge.

Threats:

 Distance and areas of the customers

It is essential for the company to send its employees in areas that are closer to their
residence because situation changes in blink of a second. So, sending people in a remote
or far area will be very risky.

 Work timings and late sittings

Usually people treat maids as slaves without feelings so they over burden them or conduct
an unfair attitude by committing and breaking rules in the end. Sometimes maids are
neglected and are not allowed to leave the house even past their assigned time.

 Working more than specified skills

Most people force and over burden their domestic helpers in doing things that they have
no knowledge of. Thus, there is a possibility that these workers can end up into life time
phobia or trauma.

 Incomplete information

It is important for the clients to know that whoever is coming into their houses is trust
worthy however incomplete information of the workers and the clients can put the good
name of the company into jeopardy.

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PEST Analysis:
PEST analysis is basically a business analysis where the external macro environment is
analyzed with respect to political, economical, social and technological factors. These factors
are beyond the control of a business firm.

Political factors

A number of political factors like government regulations, legal laws and environmental laws
may affect the business of Life Assan. Government regulations like employment laws may
affect the business in such a way that if in future the minimum wage per hour/day increases,
the profit margin may decrease as the wages must be paid as per the government regulations.
Secondly, keeping all the maids and other domestic staff at the same standard of work quality
might require training sessions which will result in increasing the overall expenditure of the
business. Proper disposition of garbage and wastes will be another huge challenge that Life
Assan will face in order to maintain environmental stability and abide by the environmental
laws. Since the business will be a registered one, national tax will also decrease the profit
margin of our business. Lastly Pakistan is striving to be an investor friendly country so this
will provide great benefits to our business.

Economic Factors

Economic factors are the financial factors that are controlled by the State Bank of Pakistan
(SBP). High rate of Inflation and decreasing value of currency are one major threat for our
business. Heavy rate of taxes is yet another factor that will greatly impact the business.
Increase in taxes means overall reduction in income generated. On the other hand, Pakistan is
rapidly growing as an industry which means it will attract foreign direct investment and
create opportunities for our business. Overall labor cost of Pakistan is relatively low when
compared to the rest of the world; this again will serve as an economic benefit for our
business.

Social Factors

Social factors are the ones that are directly associated people and culture of the society in
which people live. They include demographics as well. One social factor is a very high
growth rate of population. Rising population means increase in the number of people, which
will result in a higher demand for our services. Social factors like importance of cleanliness
and environmental stability will also benefit our business. Another important factor is
increasing awareness and education amongst individuals especially when it comes to our
targeted market, which will also have a positive impact on our business.

Technological Factors

In the current situation there has been a tremendous increase in technology and its users.
Majority of the population from all backgrounds and walks of life owns smart phones. This
means a major chunk of population will have access to our website and the greater the access,
the more the chances of people availing our services. This will serve as a great benefit for our

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business. Setting up a business in past decades needed huge investments now all that is
needed is access to internet and a computer and one can start up their own business for free.
This saves up a lot of spending that used to happen in past. Yet it’s a challenge too since there
is huge competition and it takes a lot to thrive and succeed in the digital era.

SOSTAC (Marketing Plan)

SOSTAC is a marketing plan that was designed back in 1990’s by PR Smith. SOSTAC is an
acronym of:

S – Situation Analysis

In situation analysis we try to analyze what is the current situation of Life Assan service.
Currently we are at our start up (initial stage). We have just launched our service application
that will cater households with efficient and effective service that too at very reasonable rates.
The best part about our service would be that the employees of our staff would be trained and
this service will ensure safety of both the households and maids at very reasonable rates.
Another factor that would make the life of our clients happier and easier would be that, that
they can avail our services on daily and hourly basis.

O - Objectives

Our main aim and objective is to provide a hassle free, cost effective, safe and super smooth
service to our clients. This is because our main aim would be earning loyal customers and
building a high clientele. Through this our brand will grow further via positive word of
mouth. We would also reach the break-even point in the 6th month of our business. Another
major aim would be to grow our sales through direct marketing strategies.

S - Strategy

Our strategy would be to create brand awareness and brand image. Focus on cost effective
and cheap marketing strategies. Work on pricing as per the prevailing demand supply
scenario. Promote our app and services by cost effective means and build a database of loyal
customers. We will be creating strategic alliances with different companies and their products
to improve our brand image and to build customer loyalty.

T - Tactics

In the tactics stage we will use the following tools and tactics to implement our direct
marketing strategies;

 Digital Marketing Video Commercial

 Automated text messages
 Marketing through social media (Facebook and Youtube)
 Strategic alliance with different companies

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A - Action

In this stage its monitored how the tactics are being performed and whether or not they are
beneficial for us. We will evaluate the tactics and see which one generated the highest leads.
We will also see are all the measures working effectively. We will track the resultant profit
that we gained from each tactic as mentioned above.

C - Control

This is the last stage of SOSTAC marketing plan. Here we analyze and evaluate whether or
not our objectives are met. This will be done by getting customers reviews, evaluating the
overall demand for our service. By constantly communicating and receiving feedback from
our loyal customers and evaluating whether there’s an increase or decrease in our overall
sales and profits.

Pricing:

Life Assan has introduced a policy that will charge the services of its employees on per day
basis. This is more convenient for the employer and employee because the timing will be set
prior to booking and will start and end according to the attendance and leaving time. Extra
hours although not recommended are also added in before paying. A comment section and
rating system is also added into the app for both the client and company’s employees. This
will surely point out the flaws helping to improve the overall service experience. Here per
day will be considered if a helper is provided for 10 to 12 hours. We will be calculating the
cost on per day basis and also offering discount on weekly and monthly booking of 25% and
50% respectively.

Services Per Day Weekly (25% Off) Monthly (50% off)

Maid 1,500 7,875 22,500
Cook 2,200 11,550 33,000
Housekeeper 2,000 10,500 30,000
Driver 2,000 10,500 30,000
Baby sitter 1,000 5,250 15,000
Nurses/Care giver* - - -
*no discount on nurses and care givers since we are not providing them directly from our platform

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Marketing Strategies
In order to promote any business effectively, marketing strategies play major role. Life Assan
is a unique service concept which will not be easily accepted by the society. For this purpose,
we need to focus more on direct marketing than mass marketing. Direct marketing strategies
will first work to create awareness about the service, once we are done with creating
awareness, we will then work on building customer data base, later on, referrals and customer
loyalty will be worked on.

Brand Logo

Blue colour symbolizes trustworthiness and maturity whereas green colour has strong cultural
associations which are what Life Assan wants its customers to see and experience.

QR Code

The main advantage of a QR code is its versatility. QR codes can be used for anything and
everything. They are also beneficial for both customers and business. We will be providing a
QR code to our website.

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Digital Video Commercial

Initially, people need to be aware of the services provided by Life Assan. A proper
description should be communicated to people, that how this service will work. So for this
purpose, a digital video commercial (DVC) will be made. This DVC will be on air on
Facebook and YouTube initially, by defining geographical limitations. Initially this service
will be limited to the area of Karachi. Digital Video Commercial will create awareness
among people that what Life Assan. Com is all about.

Facebook:

In today’s era existence of any business on social media is extremely very important. It has
several benefits, including reaching target audience more effectively and many more.
Keeping in mind all these benefits, our Facebook page will be capable enough to gather more
leads with increased exposure to potential customers. We have added a little details of our
online business in the ‘About’ section.

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Mobile Application:

Mobile application also known as mobile app, used to represent internet app that works on
Android and iOS. Developing a mobile strategy has never been so important to companies
than today. According to a survey mobile applications now account for 15% of all internet
traffic. We can take the example of Uber and Careem and other mobile applications whose
virtual business is doing great through mobile applications. We have made a GUI (graphical
user interface) on how our mobile application will look.

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Strategic Alliances
Strategic Alliances will be made when the customers are fully aware of the service and the
main goal now is to convince and encourage them to use Life Assan. There are several
household items that are sold using door-to-door marketing such as Harpic, Max, Ariel and
many more. These products are sold using different discounting models, like Hum mart. So
we intend to create alliances with different household cleaning items and three and two party
strategic alliances will be made by adding any digital medium.

Two Parties Strategic Alliance:

Express News & Life Assan - We are alliancing with Express news in which both the parties
will be exchanging services, in which express news will publish 3 articles in a month in
express tribune costing per article 1500$ *140.15= 650000 (approx.), against of this we will
be providing free services of 10 drivers, 10 maid and 4 cooks which will be cost 650,000.
Here both parties are bearing 50% share of each service.

With the help of these articles Life Assan will be more known by more customers and
express news will get free services in exchange of these articles.

Canbebe Diapers & Life Assan - We are alliancing with canbebe diapers in which both
parties sharing 50% cost in this alliance we are offering 1 pack of diapers (having 72 pieces)
cost Rs 1,450 on booking of baby sitterr for 2 months.

This pack will be send with our baby sitter ad will be published on our FB page. Canbebe and
Life Assan both are in struggling period so canbebe will become familiar in our targeted
market.

Johnson & Johnson & Life Assan - We will be providing a baby kit along with our baby
sitter costing Rs. 1,099/-. Johnson & Johnson will share 20% cost and rest of the share will be
bear by Life Assan.

Johnson & Johnson is already a market leader when it comes to baby products, with Life
Assan their sale would increase. SMS will be sending by Life Assan.

Mehran Foods & Life Assan - In the alliance with Mehran foods we are sharing 60% cost
and 40% cost will be shared by Mehran foods. In this we are giving 3packs of Mehran recipe
mix on the monthly service of cook. Mehran Foods will promote this on their TVC.

Mehran foods is less popular in elite class as compare to Shan and National Foods so in this
way Mehran can develop its market in that market and can build customer loyalty. This will
be promoted on our Facebook page.

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Three Parties Strategic Alliance

Life Assan, Hum mart & Unilever - We are alliancing Life Assan with Unilever and Hum
mart. In this we are bearing 50% cost and other parties are contributing 25% each.

We are offering a promo code on booking our monthly maid service in which customer can
avail pack of 04 Unilever products (VIM , RIN , DOMEX, COMFORT), Actual cost of these
04 products is Rs.1,640 and these product our customer can avail a discount of Rs. 1,000,
they just have to pay Rs.640 by ordering from Hum mart. Promotion will be showed on hum
mart page and website.

The above mentioned product are less popular in market as compare to other unilever
products so in this way the sales of these products would increase and Hum mart app become
popular in our targeted market too.

Life Assan, HBL & Zia Uddin University Hospital - We are alliancing with HBL and
Ziauddin Hospital in which we are sharing 60% cost HBL 05% and Ziauddin 45%

We are placing our standees in Ziauddin hospital and offering 20% discount on booking of
nurse for 15 days with Ziauddin hospital by swapping of HBL cards. Total saved by customer
Rs.5,600/-

In this way Ziauddin can grab more customers for nurse requirement and HBL can avail more
swipes.

Life Assan, Savyour & Kababjees - Alliancing with Savyour for Life Assan customers get
10% off on KABAJEES upto Rs.2000/- . We are giving 1.5% per use of savyour card and
cost will be shared 55% by life Assan and 45% by Kababjees.

With this alliance kababjees and Life Assan can grab more customers, for publicity we will
use savyour app and our Facebook page

Life Assan, Jazz Cash & Imtiaz Super Market – On booking of two services together
through Jazz cash account, Life Assan will be providing 10% cash back offer on Imtiaz Super
Market maximum of Rs. 1500 by scanning QR via quick pay option on jazz cash app.

Jazz cash account holders enjoy many discounts like this, Life Assan will be bearing 50% of
the cost and remaining 50% will be divided as 30% and 20% for Jazz Cash and Imtiaz Super
Market respectively. Jazz cash will be promoting this offer through messages to their
Mobilink customers.

Life Assan, Cookies and Cakes & Leopard Courier - For Life Assan, customers are the
king. Our basic aim is to provide comfort and ease to our customer. So that they become
satisfy with our service, because their satisfaction matters a lot. Life Assan is alliancing with
a new online business called Cookies and Cakes and leopard courier services. Life Assan will
be giving away complimentary cakes to our valued customers who are booking our services
continuously for at least three months. All three parties are struggling leopard, Cookies and

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Cakes will be highlighted in our targeted market. Promotion messages will be send by all
three parties and all parties share equal cost.

An Overview of Lifeassan.com website

When your targeted audience arrives to your site, looks at the content and goes “Hey, this is
exactly what I am looking for” then you have nailed it. As we have started our business so we
have to face many challenges on the initial level, the biggest challenge is to create awareness
since we have not come across any online service like Life Assan especially in Karachi.

The purpose of website is to be eye catching, recognisable and most importantly it should be
user friendly.

Mechanism of Payment gateway:

To make the transactions of buying and selling safe and trust worthy we will make our
website as efficient as possible. In Pakistan it is very difficult to have ecommerce payment
gateway as the biggest and easiest payment processor Paypal is not here, so we can have
following options:

1. 2Checkout (support both card and Paypal)

2. Skrill
3. Easy Paisa
4. Jazz Cash
5. Fone Pay
6. U Paisa
7. UBL Go green (provide payment gateway on request)

Initially we will be providing our account number along with the necessary details so that
customers can directly transfer the charges once they booked they service but after a few
months we will go for the payment gateway as it is more convenient.

We will consider easy paisa or Jazz cash as our payment gateway as we have developed
strategic alliances with them.

Features:

 One window solution for multiple payment methods

 Acceptance of payment through master card or Visa
 Acceptance of payment through easy paisa mobile account
 No setup fee or recurring annual charges
 Instant notification of payments via phone
 Value added feature – offers a dedicated merchant portal

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Plugin Integration:

A plug-in will be provided to the Merchant enabling it to integrate Easypay Solution in our
Life Assan website. The plug-in is simple and seamless to integrate and it is compatible with
all types of shopping carts/websites across different browsers and platforms.

Any Merchant registered can use this plug-in on their online retail sites. Easypay solution
provides registered merchants a unique ID. By using that unique Id/store Id, merchants can
easily integrate the plug-in with their online stores.

By integrating with any website the plug-in brings forth the authentication form and amount
input field that the customer wants to pay to the merchant.

Here is an overview of how our website looks and how it is going to work. We have selected
the default theme for the website. It is created on Wordpress developer. Since there is no
direct competition of Life Assan we have chosen an easier way thus creating a user friendly
website which is easy to access.

Cost:

Every website needs to be hosted on a web server. We did not have to pay much for it as
there are many options available via Google. However, every website needs a domain name.
So the website is likely to have a domain name as this is that needs to be typed into the
address bar to gain access to the site. We chose the most popular .com domain.

The logo is placed on the top left corner of the page, whereas call to action can also be seen
above the logo. There are options of login or signup at the top right corner of the display
page. By clicking on that following window will be opened. You can either get yourself
registered as a Provider (employee or helper) or as a customer. After registration the

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customer or the provider will get a confirmation email from our email address
lifeassan0@gmail.com. Users can also check the ‘About’ option to explore more about our
business and the services that we are providing. What services we are providing can also be
shown by clicking on ‘Select Services’ (shown in screen shots below).

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We have placed the search bar at the bottom of the display page as shown below. By
selecting the service from the drop menu from categories and clicking on ‘Find Provider’ the
user will be redirected to the providers who are working with us (assumption based - since we
have no registered providers) our offered services will be appeared along with the sub
categories. As we our offering helpers on per day, weekly and monthly basis, it can be
selected by clicking on it.

Initially we have provided account details so that customer can transfer the amount directly.
However we will consider payment gateways for a merchant to make the process more
convenient.

Calculating CPC and CPI

Cost-per-click (CPC) is a digital marketing metric that measures the amount of money paid
for each click in a pay-per-click (PPC) marketing campaign. Paid advertisements are a
significant growth driver for many online businesses, making it essential to monitor cost-per-
click and maintain a healthy ROI.

As we have developed a strategic alliance with Express Tribune, we will be calculating our
CPC (cost per click) and CPI (cost per impression) on the basis article and the ad that is being
published on the website of Express Tribune. Our business is on initial stage so we have
decided to spend and earn on a single platform for now.

We have calculated our CPI on the basis of impression our article is being viewed on site of
Express Tribune. Cost of article is $1,500 and we will be publishing 3 articles in a month.

CPI = cost/impressions

Express News & Life Assan

Express News
CPM
Websites Budget($) Budget(RS) CPM($) (RS) Impressions
The Express
Tribune $4,500 651,000 $5 722 901,387
Life Assan
Per day Monthly cost
Services Cost ( on 50% OFF) QTY Final Cost
Driver 2,000 30,000 10 300,000
Maid 1,500 22,500 10 225,000
Cook 2,100 31500 4 126,000
Total Cost 84,000 651,000
*Assuming 1 dollar as PRs 144

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 CPC on AdSense is calculated as the total amount you have earned divided by the total
number of clicks.

CPC Calculation
Portal & Social Media Budget (Rs) Budget($) CPC($) CPC (RS) Clicks
The Express Tribune 288,000 $2,000.00 $ 0.33 48 6,000*
*Number of clicks is based on assumption

CTR is the number of clicks that your ad receives divided by the number of times your ad is
shown. Click through rate is a ratio that shows the probability of visitors to click an ad. CTR
(click through rate) is an excellent way to gauge the performance of ads

CTR = clicks/impressions

CTR calculation
Portal & Social Budget CPC
Media (Rs) Budget($) CPC($) (RS) Clicks Impressions CTR CPM
$
The Express Tribune 288,000 $2,000.00 0.33 48 6,000 600,000 1 480

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