LifeEasy

Personal Concierge - Service at your doorstep.

AGENDA
The Concept Value Proposition Differentiation and Sustainability Our Services The Market Context Target Customers Market Potential Industry Analysis The Competition Marketing Strategy Operations and Facilities Management Financial Revenue Model Financing Major Assumptions Risks

The Concept
Concept
LifeEasy is a unique concierge & errand fulfillment service. It is a perfect solution for busy executives who are pressed for time.
Electricity and Plumbing Job Bill Payments

Travel Ticket Booking

Objective

Change the face of utility and errand services in India by providing convenient access to people at high quality, reasonable cost and at the right time

Personal, gift and grocery shopping Notary services Gather and organize your tax documents for filing General Labor Assistance for short duration Laundry and Dry Cleaning Services Packer and Mover Assistance Household assistance for kitchen and cleaning Event, meeting planning and coordination Order and pick up tickets for special events, concerts. Accompany the patient to the hospital Vehicle Breakdown Assistance Service Newspaper Subscription Laundry and Dry Cleaning Services Waiter at your home for service people, packaging Chauffeur for short duration Car Rental Assistance

Differentiated Value Proposition

LifeEasy will provide a wide range of services for our customers.

A one stop shop for all the routine services. Multiple channel to request services Web, call-centre, smart devices, SMS
The only limit to what we will do is the customer's imagination and the legality of the task.

Reliability

Quality

Market Analysis
Segmentation: on usage volume
1.Corporate/Company: large corporate , medium corporate and small corporate, based on no of employee 2. Individual: people who do their concierges work themselves

Target

Positioning
On Time ,easily accessible varied concierges services at your desk

1. Large corporate: above 1000 employees & medium corporate: 500- 1000 employees. 2. Individual customers

Market Analysis growth

Market Analysis Year 1 Potential Customers
Corporations Individuals Total

Year 2

Year 3

Year 4

Year 5 CAGR

Growth
7% 10% 9.66% 400 3,000 3,400 428 3,300 3,728 458 3,630 4,088 490 3,993 4,483 524

6.98%

4,392 10.00% 4,916 9.66%

Competition

Competitor
Yellow pages listing individual service providers Individual service providers listed on sulekha.com, quickr.com etc Companies in-house developed concierges services

Exploitable Characteristic
Fragmented & limited services difficult to reach Fragmented & limited service, virtual hence less trustworthy Less efficient and limited services, not being core competency

Marketing Strategy and Implementation

Competitive Advantage- Based on 2 factors: Concentration on corporate/company clients- meeting their special needs like flexibility, monthly billing, and the ability to handle a decent number of transactions. Investment in human capital- providing training and necessary skills to equip the employees on roll to provide world class services to the clients. Ensuring tie-ups with the best vendors for outsourcing jobs.

Sales Strategy
Use of cost benefit analysis to close the sale of a prospect. Use of quantitative information to illustrate the value the company will derive. For individuals, sales strategy will be internet based where they will see range of services and place order directly.

Marketing Strategy and Implementation

Marketing Channel
Comp Digital Media Conventional media(Print &TV) Mass email /SMS Billboard advertising: Station and Malls Word of Mouth promotion

Sales promotion

Partially subsidized services for first 6 months Free checkup of any additional utility service 20% off through snapdeal.com

Sales Force

Our service staff are trained for sales pitch with incentive of 10% on each conversion. Depend on our Web marketing channel: invest in human capital and sales force for corporate clients.

Financial
First City coverage Second City Third City

First Year Marketing Cost (Expanding at 30%) Salary of employees (5 emp*20000)@10% Conveyance Charges @10% Website Creation Website Maintenance Front Desk Setup Cost Operating Cost 200000 100000 200000 50000 0 50000 600000

Second Year 260000 110000 220000 0 5000

Fourth Third Year Year 676000 242000 484000 0 5500 50000 878800 266200 532400 0 6050

Fifth Year 2284880 585640 1171280 0 6655 50000

595000

1457500

1683450

4098455

Expected Market Share @20% Market Share in terms of Households

20.00% 5000

24.00% 6000

28.80% 14400

34.56% 17280

41.47% 41472

Assuming we earn/household (INR)

Total Revenue each year Profit Before Tax (PBT) Profit After Tax (INR) Tax @ 30%

250
1250000 650000 455000

275
1650000 1055000 738500

302.5
4356000 2898500 2028950

332.75
5749920 4066470 2846529

366.025
15179789 11081334 7756933.7

Challenges
Competition from local service providers in the nearby area. Hiring of experts and efficient workers. Integrity and honesty of workers in billing to customers. Background verification of workers for the safety of households.