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New Delhi Auto Products

Pvt. Ltd
B-Plan Presentation

Name Roll No
Jai Trehan 15
Manvi Popli 24
MriduL Singh 25
Neha Dhiman 28
Neha Pahuja 29
Prineet Grewal 39
Simran Singh 54
Contents
Opportunity

The Company, Its Products and Strategy

The Management Team

Marketing Plan

Operating Plan

Financial Plan
Market Potential
The Opportunity
• The two wheeler market is the biggest contributor to the automobile
industry in India

• Approximate size of Rs. 100,000 million

• Recorded growth of about 25%.

• The segment can be broadly categorized into 3 sub-segments -


Scooters, Motorcycles and Mopeds

• Motorcycle sales in 2.33 lakh units.


The Opportunity
• The country's largest two-wheeler maker Hero Honda has reported
23.57 per cent jump in its sales at 3.89 lakh units.

• Driven by strong volumes of the Pulsar and Discover, Bajaj Auto,


India’s second largest two-wheeler maker, has reported a 112% rise in
motorcycles sales

• The concern for security has grown.

• In just Mumbai itself, around 87,976 two wheelers were stolen out of
which the recovery rate is only around 50%.

• Need Identified : Security


Contents
Opportunity

The Company, Its Products and Strategy

The Management Team

Marketing Plan

Operating Plan

Financial Plan
The Company
• New Delhi Auto Products Pvt. Ltd.
• Manufacture security systems for two wheelers
• Lock Hardwares through B2B and B2C sales
• Headquarters in New Delhi
• Registered Under Companies Act , 1956
• Promoted by SIMS Securities Group
• Seven Promoters
• Manufacturing Facility in Okhla, Delhi
• Sales Offices and Warehouses in five tier one cities
Objectives

Launch sales and


service stores in
Establish relationships
highly visible location
with two wheeler
in five tier one
Original Equipment
cities in India manufacturers as preferred
vendors for lock Be the Market Leader for
hardware in the Security Systems in the
first year of operation Two wheeler industry
Mission

“New Delhi Auto Products will increase the security of two wheelers in
five tier one cities in India by providing the best quality locks and security
products, as well as highly skilled installation and repair. The company
shall sell “ security and peace of mind” rather than locks.”
The Cities

New Delhi

Bangalore Mumbai

Chennai Calcutta
Our Products

Combination Locks

Cam Locks

Kyptonite Locks for Bicycles

Aluminum Chains

Port to Attach the Lock


Our Services
• Installation of lock hardware and other mechanical or electronic
locking devices

• Modify or repair devices, rekey locks, make duplicate keys or cards,


generate or program new keys/cards for locks whose keys/cards have
been lost.

• Assist customers in determining the correct types of locks needed


based on the security risk/exposure

• Install locks and security devices using manufacturer’s templates


and/or industry specifications

• Breaking and re adjusting the codes on the combination locks


Our Competition

• Pricol

• Micro BSS by Micro Technologies


Our Strategy
• Focus on building tie ups with OE manufacturers, then
with their service stations and eventually reaching out to
individual customers

• Most of our revenues will be generated from B 2 B sales.

• Other automobile component manufacturer dealing with


more advanced security systems like vibration censors
may be contacted
Contents
Opportunity

The Company, Its Products and Strategy

The Management Team

Marketing Plan

Operating Plan

Financial Plan
Our Management
Neha Dhiman, Marketing
Head, Mumbai

Simran Singh, Marketing


Head, Bangalore

Mridul Singh, CEO,


Jai Trehan, Marketing
Marketing Head, New
Head, Kolkata
Delhi
Sims Securities Group
Neha Pahuja, Marketing
Head, Chennai

Manvi Popli, Head HR

Prineet Grewal, Legal


Advisor and Consultant
  Position at New
Place of Birth Education Work Experience Achievements
Delhi Auto Parts

Worked for 15 years as a


B.Com Hons., CEO, Marketing Country Head of Marketing,
Brand Manager for
New Delhi MBA Marketing Head, New Delhi Reebok
Mridul Singh Coke and Reebok

Worked for 18 years


Electrical Engineer, Marketing Head, Head of Intelligence and
with DRDO, India and
Neha Dhiman New Delhi MBA Marketing Mumbai surveillance systems, DRDO
HAL

Worked for 15 years


Software Engineer, Marketing Head, Responsible of US D 3.5 mn
with Wipro and
Simran Singh Chandigarh MBA Marketing Bangalore revenue from Deutche Bank
Cognizant

Worked for 17 years


Mechanical Engineer, Marketing Head, Brand Manager of the Year
with Maruti Suzuki and
Jai Trehan Pune MBA Marketing Chennai 2005, Maruti Suzuki
Tata Motors

Worked for 10 years Worked with Bank of


B.Com, Marketing Head,
with Delloitte America on a consulting
Neha Pahuja New Delhi MBA Marketing Kolkata
Consulting project revenue USD 5 mn

Worked for 15 years Employee engagement


Psychology Hons., HR and Union
with Godrej handling initiative making Godrej
Chandigarh MBA HR, IR relations Head
Manvi Popli labour unions Employer of the Year 2006

Private practice of
Legal Advisor and
L.L.B., L.L.M corporate law for 10 Senior Advisor to CII
Prineet Grewal Pune Consultant
years
Our Personnel Plan
Personnel 1st Year 2nd Year 3rd Year

Promoters 7 7 7

Workmen 5 6 8

Sales Staff /
40 40 45
Service Staff
Our Personnel Plan
• Promoters will receive profits in the ratio of their capital investment

• Entitled to additional salary based on competitive compensation


structure

• The sales and service staff shall be paid a competitive salary with a
bonus for performance.

• Adequate training shall be provided to sales and service

• Health insurance for all full-time employees and workmen as well as


paid sick leave.
Contents
Opportunity

The Company, Its Products and Strategy

The Management Team

Marketing Plan

Operating Plan

Financial Plan
Target Market
Market Segment

Original
Equipment Service Stations
Manufacturer

Individual
Owners
Branding and Marketing
• Awareness about the importance of high quality locks.
• Infomercials in discussion forums on prominent auto enthusiast
forums.
• Brand to act as an epitome of security & utility.
• Customers will be made aware of various options via pictoral
references
• Customers will be confronted with vehicle theft statistics sourced
from RTO.
• Search Engine Optimization(SEO)
• Social Media Optimization (SMO)
• SMO - Viral marketing using FBs, Twitters, Blogs of celebs, m-
commerce, e-commerce website for online shopping.
Promotion and Sales
• Design and produce brochures advertising the services offered by
New Delhi Auto Products.
• Develop a list of businesses in the neighbourhood.
• Send brochures by direct mail/via salesmen to this list
• Advertise in trade publications for auto companies
• Search engine marketing: Bid for keywords around business and
building security using Google Ad Words
• Sales efforts to follow up with businesses
• Creating a website for the business and offering additional
information beyond the brochure
Effective Penetration
• Create attractive signage and post outside and in windows of store to
build street visibility
• Put ad in local newsletters advertising opening of the store

• Post flyers about the store opening on local bulletin boards in stores
and public places
• Decorate the store for its grand opening and offering free gifts of
store branded key chains to early visitors while supplies last
• Creating a website for the business with information on store
products, hours, location, contact information, etc.
Promotional Expenses

Year 1 (Rs.) Year 2 (Rs.) Year 3 (Rs.)


Promotion Expenses

Website (25%) 3,00,000 3,78,000 5,29,200


Brochures (15%) 1,80,000 2,26,800 3,17,520
Ads (25%) 3,00,000 3,78,000 5,29,200
Direct Mail (10%) 1,20,000 1,51,200 2,11,680

Internet Marketing
3,00,000 3,78,000 5,29,200
(25%)

Total Promotion
12,00,000 15,12,000 21,16,800
Expenses
Contents
Opportunity

The Company, Its Products and Strategy

The Management Team

Marketing Plan

Operating Plan

Financial Plan
Projected Production

Opening
Year Production Units Sold Closing Stock
Stock

Year 1 0 60,000 units 50,000 units 10,000 units

Year 2 10,000 Units 72,000 units 75,000 units 7,000 units

Year 3 7,000 Units 96,000 units 1,00,000 units 3,000 units


Distribution Channels ( B2B )

Manufacturing
Facility

OE Manufacturers
Service Stations Auto Repair Centers
Through B2B

End User End User End User


Target OEMs
Hero
Honda

Bajaj
Suzuki
Auto

TVS
Honda
Motors

Yamaha
Distribution Channels ( B2C )

End User

Sales Offices

End User
Manufacturing Facility

Sales Offices End User


Contents
Opportunity

The Company, Its Products and Strategy

The Management Team

Marketing Plan

Operating Plan

Financial Plan
Cost of Project
Cost of Project  
Warehouse / Land and Building Lease 7000000
Capital Expenditure 2900000
Margin for Working Capital 2100000
   
Total Cost of Project 12000000
Investor 5000000
Owner's Equity 7000000
Total Cost of Project 12000000
   
Return for Investors  
Interest at 10% Simple Interest on 50 Lakh 500000
Interest in 10 Years 50000000
   
Return on Investment  
Investment Redeemed in 10 years 5000000
Interest on Investment 5000000
   
Total 1000000
ROI 100%

Financials
Sales Forecast
Sales Forecast 1st Year 2nd Year 3rd Year
Selling Price 425 425 425
No of Units Sold 50000 75000 100000
   

Revenue Generated 21250000 31875000 42500000

Total Cost 23731800 27291800 33315800


   
Profit Before Tax -2481800 4583200 9184200
   

Variable cost per unit 100 105 110.25

Total Fixed Cost 17731800 19731800 22731800


   
Break Even Volume 54559.38 61661.875 72221.7633
Income Statement
  Income Statement  
   
  Year 1 Year 2 Year 3
Income  
   
Sales turnover 21,000,000 31,875,000 42,500,000
Units Sold 50,000 75,000 100,000
   
Expenditure  
   
Total Expenditure 23731800 27291800 33315800
   
   
EBITDA -2,731,800 4,583,200 9,184,200
Depreciation written off 325,000 275,750 235,113
EBIT -3,056,800 4,307,450 8,949,088
Interest 500,000 500,000 500,000
PBT -3,556,800 3,807,450 8,449,088
Tax 0 1,142,235 2,534,726
PAT -3,556,800 2,665,215 5,914,361
Balance Sheet
BALANCE SHEET      
   
   
Sources of Funds Year 1 Year 2 Year 3
   
Cash Sales 21,000,000 31,875,000 42,500,000
Equity 7,000,000 7,000,000 7,000,000
Debt 5,000,000 5,000,000 5,000,000
Reserves/Net profit 1142235 2,534,726
Total source of funds 33,000,000 45,017,235 57,034,726
   
   
Application of Funds  
capital expenditure 2,900,000 2,900,000 2,900,000
warehouse/ buildings lease 7,000,000 7,000,000 7,000,000
Tax Payment 0 1142235 2534726.25
loan payment 500000 500000 500000
Advertisment costs 1203200 4467421 6793088
Administration costs 21071800 27471800 37071800
Increase in working capital 0 1,260,000 0
Depriciation 325,000 275,750 235,113
Total application of funds 33,000,000 45,017,206 57,034,727
Thank You !!

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