Business Plan
1. INTRODUCTION 13. MARKET ANALYSIS
2. OBJECTIVES
3. TARGET MARKET
4. LEADERSHIP TEAM
5. CHANNEL CAPACITY GROWTH
6. EXECUTIVE SUMMARY
Contents 7. OUR PRODUCTS & SERVICES
8. OUR VISION STATEMENT
9 OUR MISSION STATEMENT
10. OUR BUSINESS STRUCTURE
11. ROLES & RESPONSIBILITIES
12. SWOT ANALYSIS
14. OUR COMPETITIVE ADVANTAGE
15. SALES & MARKETING STRATEGY
16. SOURCE OF INCOME
17.SALES FORECAST
18. PRICING STRATEGY
19. PAYMENT OPTIONS
20. PUBLICITY & ADVERTISING STRATEGY
21. FINANCIAL PROJECTIONS & COSTING
22. GENERATING START-UP CAPITAL
23. SUSTAINABILITY & EXPANSION
24. CHECKLIST / MILESTONE
INTRODUCTION
The mission of this innovative, life-changing network is to provide intelligent programming that is informative,
educational, entertaining, inspiring, and empowering for its audience. DK7’s original programming targets a
dynamic, high-growth, loyal consumer who finds themself, today, marginalized to sound bites concerning sports,
crime or entertainment by the mainstream news media and is grossly underserved by cable television’s
programming options.

The development of DK7’s operational model and programming concepts began few months back, when a
regional news broadcaster partnered with us to produce a 24 hour newscast. This pilot newscast was delivered to
more than 2.5 million cable television homes (approx.) during an 8-month trial period. Simultaneously, feature
“Charcha No Vishay” programs were produced and distributed to approximately 2.5 million cable homes
(approx.) throughout the State of Gujarat. This trial period not only enabled DK7’s management to evaluate the
demand for its programming, but also offered an opportunity to create valuable news gathering “content”
partnerships. Likewise, the trial period enabled DK7’s management to test new IP video transmission platforms
and forge strong marketing and promotional alliances within the community, as well as with business leaders,
entertainers and lawmakers.

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 OBJECTIVE

DK7 is an ad supported cable network distributed through cable and satellite companies.
DK7 focuses on entertaining, informing, and educating its viewers. The programming will
come from original and acquired sources. The capital production cost will be kept to a
minimum. Also, in-house productions will be tightly monitored to keep costs low.
Entertaining programming will be prudently acquired from sources around the nation.
 LEADERSHIP TEAM
Dilip Trivedi, a veteran media professional, heads DK7.
In relaunching DK7, Mr. Dilip Trivedi has surrounded
himself with a team of skilled specialists to help ensure
the success of the network. Furthermore, he spent years
isolating and developing programs.
EXECUTIVE SUMMARY
Kashinathji Broadcasting Pvt Ltd. is a India based news television station that will be located in Ahmedabad – Gujarat.
We have been able to secure a standard office facility in a central business district in Ahmedabad. We are a news
television station that is set to compete in the highly competitive television industry not only in Gujarat market, but also
in the national market because our clientele base will not be restricted to just businesses and organizations in Gujarat
but in the national market who would want to advertise on our TV station.

DK7 will air news from all across India. Our business goal is to become one of the leading news station in India with high
profile corporate and individual clients scattered all around the nation.

Our workers are going to be selected from a pool of talented and highly creative broadcasters and media experts in and
around Gujarat and also from any part of the nation as the business grows. We will make sure that we take all the
members of our workforce through the required training that will position them to meet the expectation of the
company and to compete with leading news stations in Gujarat and of course throughout India.

At DK7, our client’s and viewers best interest will always come first, and everything we do will be guided by our values
and professional ethics. We will ensure that we hold ourselves accountable to the highest standards by meeting our
client’s business needs completely.

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OUR PRODUCTS & SERVICES
DK7 was established with the aim of maximizing profits in the TV industry. We want to compete favourably with
leading news stations in Gujarat and of course throughout India which is why we have put in place a competent
team that will ensure that we meet and even surpass our customers’ expectations.

We will work hard to ensure that DK7 does not just air news in Gujarat, but also in other parts of India. Our
products and services are listed below;

• Operating broadcasting studios and facilities

• Producing television (news) programming content
• Transmitting programming to affiliated broadcast stations
• Public relations services
• Creating news related advertising campaigns
• Other related media and advertising advisory and consulting services

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 OUR VISION STATEMENT

Our vision is to establish a world class news station whose

programs will not only be viewed in Gujarat but also throughout
India.
 OUR MISSION STATEMENT

Our mission is to provide professional news broadcasting services that will provide
platforms for businesses, individuals and non-profit organizations in promoting their
brands and reaching out to a wide range of potential customers all over India. We want to
build a news station that can favourably compete with other leading brands in the
industry.
OUR BUSINESS STRUCTURE
DK7 is a world class news station that intends starting small in Ahmedabad – Gujarat, but hope to grow big in order to compete
favourably with leading news stations in India.
We are aware of the importance of building a solid business structure that can support the picture of the kind of world class
business we want to own, which is why we are committed to only hiring the best hands within our area of operations.
At DK7 we will ensure that we hire people that are qualified, hardworking, and creative, result driven, customer centric and are
ready to work to help us build a prosperous business that will benefit all our stake holders.
As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on
their performance for a period of three years or more as agreed by the board of trustees of the company. In view of the above,
DK7 have decided to hire qualified and competent hands to occupy the following positions;
• Chief Executive Officer
• Creative Director
• Advertising Specialist
• Human Resources and Admin Manager
• News Presenters
• Sales and Marketing Executive
• Accountant
• Content Creator
• Client Service Executive

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 ROLES
&
RESPONSIBILITIES

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 CHIEF EXECUTIVE OFFICER
Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counselling,
and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities;
planning, monitoring, and appraising job results; developing incentives; developing a climate for
offering information and opinions; providing educational opportunities.

In control of providing direction for the business

Generates, communicates, and implements the organization’s vision, mission, and overall direction – i.e.
leading the development and implementation of the overall organization’s strategy.

Accountable for signing checks and documents on behalf of the company

Evaluates the success of the organization

 CREATIVE DIRECTOR
Serves as project manager for the organization; works directly with employees

Responsible for designing programs and advertising concepts

In charge of copy writing and laying out chronological advertisement plans

Develops strategic plan by studying technological, and financial opportunities; presenting assumptions;
recommending objectives

Preserves quality service by establishing and enforcing organization standards

Maintains professional and technical knowledge by attending educational workshops; reviewing

professional publications; establishing personal networks; benchmarking state-of-the-art practices;
participating in professional societies

Ensures that the organization work in line with international best practices
 ADVERTISING SPECIALIST
Handles media planning and representation

Responsible for creating advertising campaigns

Responsible for disseminating advertising campaigns through the television

Handles other related media and advertising advisory and consulting services
 HR & ADMIN MANAGER
Responsible for overseeing the smooth running of HR and administrative tasks for the organization

Updates job knowledge by participating in educational opportunities; reading professional publications;

maintaining personal networks; participating in professional organizations.

Enhances department and organization reputation by accepting ownership for accomplishing new and
different requests; exploring opportunities to add value to job accomplishments.

Defines job positions for recruitment and managing interviewing process

Carries out induction for new team members

Responsible for training, evaluation and assessment of employees

Oversees the smooth running of the daily office

 SALES & MARKETING MANAGER
Accomplishes external research and coordinate all the internal sources of information to retain the
organizations’ best customers and attract new ones

Models demographic information and analyse the volumes of transactional data generated by customer

Recognizes development opportunities; follows up on development leads and contacts; participates in

the structuring and financing of projects; assures the completion of development projects.

Writes winning proposal documents, negotiate fees and rates in line with organizations’ policy

Responsible for handling business research, market surveys and feasibility studies for clients

Develop, execute and evaluate new plans for expanding sales

Empower and motivates the sales team to meet and surpass agreed targets
 ACCOUNTANT / CASHIER
Liable for preparing financial reports, budgets, and financial statements for the organization

Provides managements with financial analyses, development budgets, and accounting reports; analyses
financial feasibility for the most complex proposed projects; conducts market research to forecast
trends and business conditions.

Responsible for financial forecasting and risks analysis.

Performs cash management, general ledger accounting, and financial reporting for one or more
properties.

Responsible for developing and managing financial systems and policies

Ensuring compliance with taxation legislation

Serves as internal auditor for the organization

 NEWS PRESENTER
Presents news program for the organization

Responsible for developing catchy news programs

Interviews guest in the studio and in the field

 CONTENT CREATOR
Responsible for creating contents for the organization as it relates to sports program and
advertising
 CLIENT SERVICE EXECUTIVE
Welcomes clients and potential clients by greeting them in person, online or on the telephone;
answering or directing inquiries.

Ensures that contacts with clients provides the client with a personalized customer service
experience of the highest level

Through interaction with clients on the phone, uses every opportunity to build client’s interest in
the company’s products and services

Manages administrative duties assigned by the creative director in an effective and timely
manner

Steadily stays abreast of any new information on the organizations’ products, promotional
campaigns etc. to ensure accurate and helpful information are supplied to clients when they
make enquiries.
 SWOT Analysis
DK7 engaged the services of a core professional in the area of business consulting
and structuring to assist our organization in building a well – structured news
station that can favourably compete in the highly competitive TV broadcasting
industry in India.

We know that if we get things right, we will not have to struggle before attracting
loyal clients and building our viewership to a level where we can breakeven in
record time.

Here is a preview of the result we got from the SWOT analysis that was
conducted on behalf of DK7;
 STRENGTH

Our core strength lies in the power of our workforce. We have a team of creative, result
driven and highly proficient journalists and broadcast experts, a team with excellent
qualifications and experience in various niche areas in the news industry. Aside from the
synergy that exists in our carefully selected workforce, our services will be measurable,
result driven and guided by best practices in the industry.
 WEAKNESS

As a new TV station with bias in news broadcasting in Gujarat, it might take some time for
our organization to break into the market and gain acceptance especially from top profile
clients in the already saturated and highly competitive news television broadcasting
industry; that is perhaps our major weakness.
 OPPORTUNITIES

The opportunities available to news stations is massive considering the number of

individuals and corporate organizations who would want to advertise in our station. As a
standard news station, we are ready to take advantage of any opportunity that is available
in the industry.
 THREAT

Just like any other business, one of the major threat is that we are likely going to face is
economic downturn. Another threat that may likely confront us is the arrival of a new
news station in the same location where our target market exists and who may want to
adopt same business model like us.
MARKET ANALYSIS
• Market Trends
If you are conversant with the television stations industry, you will agree that in the bid to reach out to a larger viewer base, television stations are
now leveraging on internet broadcasting and mobile apps. This goes to show that the television industry will continue to evolve due to the
advancement of computer technology.
• Our Target Market
There is a wide range of viewers, corporate and individual clients who cannot successfully run their businesses without the services and support of
a standard television station; a company that can help them reach out to their target market and effectively promote their corporate brand and
image.
In view of that, we have created strategies that will enable us reach out to various corporate organizations, non – profits, government agencies
and individual who we know can’t afford to do without our services. We have conducted our market research and survey and we will ensure that
we meet and surpass the expectations of our clients.
Below is a list of the people and organizations that we will market our services to;
• Banks, Insurance Companies and other related Financial Institutions
• Manufacturers and Distributors
• Real Estate Owners, Developers, and Contractors
• The Government (Public Sector)
• Schools (High Schools, Colleges and Universities)
• Hotels
• Celebrities, Politicians, Public Figures and Public Speakers
• Sport Organizations
• Political Parties
• Branding and Advertising agencies
• Entrepreneurs and Start-ups

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OUR COMPETITIVE ADVANTAGE
Surviving in the business world as a news television station requires more than your expertise, but also how to network with key
people that matters when it comes to landing advertising contracts.

Our competitive advantage lies in the power of our team; our workforce. We have a team of creative, result driven and highly
proficient television experts, a team with excellent qualifications and experience in various niche areas in the news television
industry. Aside from the synergy that exists in our carefully selected workforce, our services will be measurable, result driven
and guided by best practices in the industry.

Lastly, all our employees will be well taken care of, and their welfare package will be among the best within our category in the
industry. It will enable them to be more than willing to build the business with us and help deliver our set goals and achieve all
our business aims and objectives.

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SALES & MARKETING STRATEGY
We are mindful of the fact that there is stiff competition in the television industry, hence we have been able to hire
some of the best marketing experts to handle our sales and marketing.
Our sales and marketing team will be recruited based on their vast experience in the advertising industry and they will
be trained on a regular basis so as to be well equipped to meet their targets and the overall business goal of DK7
Our corporate goal is to grow DK7 to become one of the leading news television stations in Gujarat which is why we
have mapped out a strategy that will help us take advantage of the available market and grow to become a major force
to reckon with not only in Gujarat but also in other parts of India.
DK7 is set to make use of the following marketing and sales strategies to attract clients;
• Have a two tier network in each district (distributor & franchisee) who will market and sale adverts in their
predefined areas
• Introduce our news television station by sending introductory letters alongside our brochure to corporate
organizations, government agencies, non – profits, and key stake holders in and around Gujarat
• Advertise our business in relevant business magazines, newspapers, and radio stations
• Create different packages for different category of clients in order to work with their budgets and still run their
adverts or programs in our station
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients

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SOURCE OF INCOME
DK7 is established with the aim of maximizing profits in the television industry and we are going to go all the way to ensure that
we do all it takes to meet and surpass the expectations of all our clients.

DK7 will generate income by offering the following services;

• Producing television (news) programming content

• Transmitting programming to affiliated broadcast stations
• Public relations services
• Creating news related advertising campaigns
• Disseminating advertising campaigns through our TV station
• Other related media and advertising advisory and consulting services

Along with this we will be creating a two tier network, where, on the first level a distributor will be appointed with an
investment of Rs. 5 Lac in which Rs. 1 Lac would be the signup fees and Rs. 4 Lac will be a refundable deposit for a period of 3
years. On the second level a franchisee will be appointed with an investment of Rs. 2.5 Lac in which Rs. 50 Thousand would be
the signup fess and Rs. 2 Lac will be a refundable deposit for a period of 3 years.

These network partners will be paid commissions on the sales generated by them and will be given targets on a monthly basis
and will go through a review on a yearly basis.

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SALES FORECAST
One thing is certain, there would always be corporate organizations, government agencies, non – profits and
individuals who would need to advertise in television stations to help them increase sales or promote their
brands and corporate image.
DK7 is well positioned to take on the available market in the news television stations industry and we are quite
optimistic that we will meet our set target of generating enough profits from the first six months of operation and
grow our news television to enviable heights.
We have been able to critically examine the news television marketing space, we have analysed our chances in
the industry and we have been able to come up with the following sales forecast. The sales projection is based on
information gathered on the field and some assumptions that are peculiar to similar start-ups in Gujarat.
• First Fiscal Year:
• Second Fiscal Year:
• Third Fiscal Year:
N.B: This projection was done based on what is obtainable in the industry and with the assumption that there
won’t be any major economic meltdown and there won’t be any major competitor offering same services as we
do within the same location. Please note that the above projection might be lower and at the same time it might
be higher.

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PRICING STRATEGY & PAYMENT OPTIONS
DK7 we will keep the prices of our advertising services below the average market rate by keeping our overhead low and by
collecting payment in advance from corporate organizations who would hire our services. In addition, we will also offer special
discounted rates to all our customers at regular intervals.

The payment policy adopted by DK7 is all inclusive because we are aware that different customers prefer different payment
options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of India.

Here are the payment options that DK7 will make available to her clients;

• Payment via bank transfer

• Payment with cash
• Payment via credit cards
• Payment via online bank transfer
• Payment via check
• Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our client make payment for our services without any
stress on their part. Our bank account numbers will be made available on our website and promotional materials.

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PUBLICITY & ADVERTISING STRATEGY
We have been able to work with our in – house publicity consultants to help us map out publicity and advertising
strategies that will help us walk our way into the heart of our target market. We are set to become the number
one choice for both corporate clients and individual clients in Gujarat and beyond which is why we have made
provisions for the effective publicity of our news television station.

Below are the platforms we intend to leverage on to promote and advertise DK7;

• Place adverts on both print (newspapers and magazines) and electronic media platforms
• Sponsor relevant community based events
• Leverage on the internet and social media platforms like Instagram, Facebook, twitter, YouTube, Google + etc.
to promote our news television stations
• Install our billboards in strategic locations all around Gujarat
• Engage in roadshows from time to time in targeted neighbourhoods
• Distribute our fliers and handbills in target areas
• List DK7 in local directories/yellow pages
• Advertise DK7 in our official website and employ strategies that will help us pull traffic to the site.
• Ensure that all our staff members wear our branded shirts and all our vehicles are well branded with our
company logo

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FINANCIAL PROJECTIONS & COSTING
It is a known fact that in setting up any business, the amount or cost will depend on the approach and scale you want to
undertake. If you intend to go big by renting a place, then you would need a good amount of capital as you would need to
ensure that your employees are well taken care of, and that your facility is conducive enough for workers to be creative and
productive.
The materials and equipment that will be used are nearly the same cost everywhere, and any difference in prices would be
minimal and can be overlooked. The detailed cost analysis for starting a standard news station might differ in other states.
However, this is what it would cost us to setup DK7 in Gujarat;
• Business incorporating fees in Gujarat will cost – (Paid) Rs. 35000
• The budget for Liability insurance, permits and license will cost – Rs. 60000
• Leasing/renting an office space in a good location in Ahmedabad that will accommodate the number of employees and our
studios (Re – Construction of the facility inclusive) will cost – Rs. 75000
• The cost for furnishing and equipping the office (broadcasting devices, cameras, computers, printers, projectors,
servers/internet facility, furniture, telephones, filing cabinets, and electronics) will cost – Rs. 5000000
• The amount required to purchase the needed software applications –
• Launching an official Website will cost – Rs. 50000
• The amount need to pay bills and staff members for at least 6 months –
• Additional Expenditure such as Business cards, Signage, Adverts and Promotions will cost – Rs. 100000
• Miscellaneous – Rs. 100000
Going by the report from the market research and feasibility studies conducted, we will need about to successfully set up a
small scale but standard news television station in Gujarat.

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GENERATING START-UP CAPITAL
DK7 is a business that will be owned, financed and managed by Dilip Trivedi and his business partner Meera
Chauhan. They are the sole financier of the business which is why they decided to restrict the sourcing of the
start-up capital for the business to just three major sources.

These are the areas we intend generating our start-up capital;

• Generate part of the start-up capital from personal savings and sale of stocks
• Generate part of the start-up capital from friends and other extended family members
• Generate a larger chunk of the start-up capital from an investor

N.B: We have invested about Rs. 10000000 which has been utilised in successfully running the operations of the
start-up since last eight months.

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SUSTAINABILITY & EXPANSION STRATEGY
It is an established fact that the future of a business lies in the number of loyal customers that they have, the capacity and
competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a
business then it won’t be too long before the business closes shop.

One of our major goals of starting DK7 is to build a business that will survive off its own cash flow without the need for injecting
finance from external sources once the business is officially running. We know that one of the ways of gaining approval and
winning customers over is to offer our advertising and related services a little bit cheaper than what is obtainable in the market
and we are well prepared to survive on lower profit margin for a while.

DK7 will make sure that the right foundation, structures and standard operating processes are put in place to ensure that our
staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training
and retraining of our workforce is at the top burner of our business strategy.

We know that if this is put in place, we will be able to successfully hire and retain the best hands we can get in the industry;
they will be more committed to help us build the business of our dreams.

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CHECK LIST / MILESTONE
• Business Name Availability Check: Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Account: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: Completed
• Securing a standard office and studio facility in a good location: Completed (Upgrade needed)
• Application for business license and permit: Completed
• Purchase of all forms of Insurance for the Business: In progress
• Conducting Feasibility Studies: Completed
• Generating part of the start-up capital from the founders: Completed
• Writing of Business Plan: Completed
• Drafting of Contract Documents: In Progress
• Design of Logo for the business: Completed
• Secure trademark for our products: In Progress
• Graphic Designing and Printing of Promotional Materials: Completed
• Recruitment of employees: In Progress
• Purchase of the needed broadcasting and studio equipment, cameras, furniture, office equipment, software
applications, electronic appliances and facility facelift: In progress
• Creating Official Website for the business: In Progress
• Creating Awareness for the business: In Progress
• Health and Safety and Fire Safety Arrangement: In Progress
• Establishing business relationship with vendors and key players in various industries: In Progress

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 DILIP TRIVEDI

4/B, 406, Sumel Business Park, Near Kalupur Bridge, Amdupura, Ahmedabad

+91 8000 337 337

dilipstrivedi007@gmail.com

www.dk7.com

www.dk7.in

THANK YOU!
Do you have any questions?

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