Summer 2020

MGT368 Business Plan

Company Name- Earthencity
Business- Garden Designing
Submitted by- Team Quintet

Name ID

Jannatul Ferdaus Trishi 1813295630

Gazi Humayun Ahmed 1811418030

Nahiyan Muakhkher 1811446030

Sattajit Barua 1812728630

Anika Razzaque Hanako 1813559600

Submitted to-
Looksina Khan (Lkk)
Department of Management
Date of Submission- 24th September 2020

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 Letter of Transmittal
24th September, 2020
To,
Looksina Khan
Lecturer,
Management Department
North South University.
Ma’am,
It is our honor to submit our business plan report about the garden designing business to you. All
the work that has been put into this report has been done earnestly and we were driven to learn
everything we could from overcoming this massive hurdle. We are extremely grateful for the
opportunity to conduct this research under your guidance and we would like to express our
gratitude to you. All the members of our group have worked tirelessly and are delighted to present
you as evidence of our combined efforts. We have tried our best to make this paper as accurate as
possible that we have learned from this course and the information that we have collected
ourselves. We are extremely grateful for all the hard work that everyone has put into the report
and we sincerely apologize if there are any errors in the report.
Sincerely,
Anika Razzaque Hanako
Sattajit Barua
Jannatul Ferdaus Trishi
Nahiyan Muakhkher
Gazi Humayun Ahmed

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Table of Contents

Executive Summary 6

1.Introduction 7
1.1. Name and Adress of the Business 7
1.2. Name of the Principals and Address 7
1.3. Nature of Business 8
1.4. Statement of Financial need 8
1.5. Statement of confidentiality of the report 8

2. Business Model 12
2.1. Business Model Canvas of Earthencity 12
2.2. Pricing Model 12
2.3. Social goal 13
2.4. Eco-friendly 13
2.5. Sustainability 13
2.6. Ethical 14

3. Business Environment Analysis 15

3.1. PESTEL Analysis 15
3.1.1. Political Analysis 15
3.1.2. Economic Analysis 15
3.1.3. Social Analysis 16
3.1.4. Technological Analysis 16
3.1.5. Environmental Analysis 16
3.1.6. Legal Analysis 17
3.2. SWOT Analysis 17
3.3. Porter’s 5 Forces 18

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 3.3.1. Threats of new entrants 18
3.3.2. Threats of substitute 18
3.3.3. Supplier power 18
3.3.4. Buyer power 18
3.3.5. Rivalry inside the industry 18
3.4. Stakeholders analysis 19
3.4.1. Step 01- Identifying stakeholders 19
3.4.2. Step 02- Prioritise stakeholders 19
3.4.3. Step 03- Understand and engage stakeholders 20

4. Description of ventures 21
4.1. Mission 21
4.2. Products 21
4.3. Services 22
4.4. Licensing 22
4.4.1. Patent Licensing 22
4.4.2. Trademark Licensing 23
4.4.3. Copyright Licensing 23
4.5. Size of Business 23
4.6. Office Equipment and Personnel 24
4.7. Background of Entrepreneurs 24

5. Production plan/ service delivery model 26

5.1. Manufacturing process 26
5.2. Physical plant 27
5.3. Machinery and equipment 27
5.4. Names of suppliers of raw materials 27

6. Operation plan for the new venture: 28

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 6.1 Flow of orders for goods and services 29
6.2 Technology utilization for the venture 29

7. Marketing plan for the new venture: 29

7.1 Target market 30
7.2 Customers 30
7.3 Competitors 30
7.4 Marketing and Promotion strategy 30
7.5 Sales Strategy 30

8. Organizational Plan 31
8.1. Form of ownership 31
8.2. Identification of partners and authority 31
8.3. Organogram of Earthencity 33
8.4. Management Background 33

9. Assessment of risk 34
9.2. New technologies 34
9.3. Contingency New plans 34

10. Financial Plan 35

10.1. Pro Forma Income Statement, First Year by Month 35
10.2. Pro Forma Income Statement, Three Year Summary 35
10.3. Pro Forma Balance Sheet 37
10.4. Breakeven Analysis 37

Conclusion Error! Bookmark not defined.

Reference 38

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 Executive Summary

We are all young entrepreneurs who want to serve our society with something good. Our business
plan is about our startup company Earthencity. We started at the beginning of the year. Before
launching our business, we researched the market and our competitors. Our business is about the
garden. We help people to design their gardens and also supply plants for the gardens. To live
healthily we have to breathe healthily that is why our slogan is to breathe healthily with nature.
Our plan is not only to do business but to develop the social and environmental state of our country.
In this report, we showed our industry analysis, market analysis, and production plan. We also
presented our one-year income statement, three-year income statement, and a three-year balance
sheet.

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1.Introduction

1.1. Name and Address of the Business

❏ Name of the Company- Earthencity

❏ Tagline- Breathe Healthily ~<3~
❏ Address- Dhanmondi 9A, Dhaka, Bangladesh
❏ Logo- We have created our logo.

1.2. Name of the Principals and Address

Name Address

Jannatul Ferdaus Trishi D-135, South Banasree, Khilgaon, Goran, Dhaka-1219.

Anika Razzaque Hanako 162, East Rayer Bazar, West Dhanmondi.

Sattajit Barua Choumoni, North Agarabad, Chittagong.

Nahiyan Muakhkher 30, R/A Finally Nazim Nisorgo, Panchlish, Katalgonj,

Chittagong.

Gazi Humayun Ahmed Kazi Bari, Kuril Bishwaroad, Badda, Dhaka 1229.

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1.3. Nature of Business

It is a service-based business where we will sell our garden designing service. We offer the garden
setup services, instruct about gardening and even maintenance services. We talk with our
customers and ask them what type of garden design they want and visit them to see if they want a
garden design for a roof, courtyard, or if it is an institution. Then we create an overall map for the
roof garden or the institution according to their interest.

1.4. Statement of Financial need

❏ Workshop setup- 1 Lac Tk

❏ Office Equipment- 3 Lac Tk
❏ Salaries and wages 90,000 Tk

1.5. Statement of confidentiality of the report

THIS AGREEMENT dated 24th September 2020, by and between Earthencity, a Bangladesh
Corporation (Earthencity).
WHEREAS, Earthencity and Recipient, for their mutual benefit and pursuant to a working
The relationship which has been or may be established, anticipate that Earthencity may disclose
or deliver to a working relationship which has been or may be established, anticipate that
Earthencity may disclose or deliver to Recipient documents, components, parts, information,
drawings, data, sketches, plans programs, specifications, techniques, processes, software,
inventions and other materials, both written and oral, of a secret, confidential or proprietary nature,
including without limitation any and all information relating to marketing, finance, forecasts,
invention, research, design or development of information system and any supportive or incidental
subsystems, and any and all subject matter claimed in or disclosed by any patent application
prepared or filed by or behalf of by Earthencity, in any jurisdiction, and any amendments or
supplements thereto (collectively,“Proprietary Information”); and
WHEREAS, Earthencity desires to assure that the confidentiality of any Proprietary Information
is maintained;
NOW, THEREFORE, in consideration of the foregoing premises, and the mutual covenants
contained herein, Earthencity and Recipient hereby agree as follows:

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1. For a period of sixty (60) months from the date hereof, Recipient shall hold in trust and
confidence, and not disclose to others or use for Recipient's own benefit or for the benefit of
another, any Proprietary Information which is disclosed to Recipient by Earthencity at any time
between the date hereof and twelve (12) months thereafter. Recipients shall disclose Proprietary
Information received under this Agreement to persons within its organization only if such persons
(i) have a need to know and (ii) are bound in writing to protect the confidentiality of such
Proprietary Information.
This paragraph 1 shall survive and continue after any expiration or termination of this Agreement
and shall bind Recipient, its employees, agents, representatives, successors, heirs and assigns.
2. The undertakings and obligations of Recipient under this Agreement shall not apply to any
Proprietary Information which: (a) is described in an issued patent anywhere in the world, is
disclosed in a printed publication available to the public, or is otherwise in the public domain
through no action or fault of Recipient; (b) is generally disclosed to third parties by Earthencity
without restriction on such third parties, or is approved for release by written authorization of
Earthencity; (c) if not designated “confidential” at the time of first disclosure hereunder, or is not
later designated in writing by Earthencity within thirty (30) days from disclosure to Recipient to
be of a secret, confidential or proprietary nature; or (d) is shown to Earthencity by Recipient, within
ten (10) days from disclosure, by underlying documentation to have been known by Recipient
before receipt from Earthencity and/or to have been developed by Recipient completely
independent of any disclosure by Earthencity.
3. Title to all property received by Recipient from Earthencity, including all Proprietary
Information, shall remain at all times the sole property of Earthencity, and this Agreement shall
not be construed to grant to Recipient any patents, licenses, or similar rights to such property and
Proprietary Information disclosed to Recipient hereunder.
4. Recipients shall, upon request of Earthencity, return to Earthencity all documents, drawings,
and other tangible materials, including all Proprietary Information and all manifestation thereof,
delivered to Recipient, and all copies and reproductions thereof.
5. The parties further agree to the following terms and conditions:
i. Any breach by Recipient of any of Recipient's obligations under this Agreement will result in an
irreparable inquiry to Earthencity for which damages and other legal remedies will be inadequate.
In seeking enforcement of any of these obligations, Earthencity will be entitled (in

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addition to other remedies) to preliminary and permanent injunctive and other equitable relief to
prevent, discontinue and/or restrain the breach of this Agreement.
ii. If any provision of this Agreement is invalid or unenforceable, then such provision shall be
construed and limited to the extent necessary, or severed if necessary, in order to eliminate such
invalidity or unenforceability, and the other provisions of this Agreement shall not be affected
thereby.
iii. In any dispute over whether information or matter is Proprietary Information hereunder, it shall
be the burden of Recipient to show both that such contested information or matter is not Proprietary
Information within the meaning of this Agreement, and that it does not constitute a trade secret
under the Uniform Trade Secrets Act or successor or a similar law in effect in the State of
Bangladesh.
iv. No delay or omission by either party in exercising any rights under this Agreement will operate
as a waiver of that or any other right. A waiver or consent given by either party on any one occasion
is effective only in that instance and will not be construed as a bar to or waiver of any right on any
other occasion.
v. This Agreement shall be binding upon and will insure to the benefit of the parties hereto and
their respective successors and assigns.
vi. This Agreement is governed by and will be construed in accordance with the laws of the State
of Bangladesh, and the courts of Bangladesh shall be the exclusive forum.
vii. This Agreement is in addition to any prior written agreement between Earthencity and
Recipient relating to the subject matter of this agreement; in the event of any disparity or conflict
between the provision of such agreements, the provision which is more protective of Proprietary
Information shall control. This Agreement may not be modified, in whole or in part, except by an
agreement in writing signed by Earthencity and Recipient.
IN WITNESS WHEREOF, the parties have executed this Agreement as of the date first above
written.
Earthencity
By:
Signature

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___ __
Printed Name
__Jannatul Ferdaus Trishi, Anika Razzaque Hanako, Sattajit Barua, Nahiyan Muakhkher, Gazi
Humayun Ahmed_

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2. Business Model

2.1. Business Model Canvas of Earthencity

2.2. Pricing Model

We are going to use a cost-based price. It would retain a small profit margin as our goal is to serve
the people with lower incomes. We will price our plants based on different sizes and qualities and
people can choose from them which one is suitable for them. In the case of designing, we will set
our price based on per square fit.

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2.3. Social goal

Our goal is to inspire people to plant trees, reduce global warming, and save the environment. The
world is getting hotter day by day, the main reason is the lack of trees. If people want to live in a
more comfortable environment, they should plant more trees. By designing attractive gardens
people will inspire and create their garden.

2.4. Eco-friendly

Eco-friendly ideas are becoming more and more common as people grow more informed about
the climate. If people want to be eco-friendly there are no alternatives for planting trees.
● Trees never pollute the environment.
● Trees increase the oxygen levels in our atmosphere.
● Planting trees reduces global warming.
● When there are trees around you the environment around you feels the wave of fresh
cool air.
● Having a li Business Model Canvas Style garden at home will also cool your home and
keep your family comfortable.
● It reduces carbon footprints.
● No harmful gases are emitted by the eco cooler. While the air conditioner emits large
amounts of CO2.
● It reduces energy costs.
● Fresh and safe fruits and vegetables help to maintain health.

2.5. Sustainability

We need sustainability in this 21st century to obtain the ability to constantly exist. So, trees are
sustainable. When you plant trees, they live for a long period and it is sustainable for different
elements like fruits, vegetables, and oxygen. Sustainability requires living inside the wealth of the
earth without harming the environment. It means developing an economic structure that maintains
the quality of life while restoring our environments and its resources. For our environment, our
soil, as well as our lives, sustainability is very important.

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2.6. Ethical

Ethics is a feature of all forms of corporate work and management of decision-making. Each
business decision has a moral duty for the culture in which we work.
● Over the years the number of trees people have been cutting down has increased
significantly, so to get back to the previous situation the number of trees planted needs
to be increased so that the earth becomes greener. In cities, people are cutting down
trees to make more space for buildings. The number of trees is decreasing by a large
merger. So, it’s our responsibility to make our little forest at home to prevent the
increasing damage.
● People usually buy fruits and vegetables that are adulterated from the market. So,
having your garden allows you to have fresh fruits and vegetables.
Our business is Eco-friendly and we are an organization that is proud to take this step that considers
this environment that we are all responsible for.

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3. Business Environment Analysis

3.1. PESTEL Analysis

It is a tool that is used to analyze and monitor the macro-environmental factors that have on an
organization. It helps to identify the threats and weaknesses which are used in SWOT analysis.

3.1.1. Political Analysis

Political factors play an important role in determining the factors that can affect the long-term
profitability of an organization in a particular country or market. Earthencity is a non-
governmental organization and the revenues we get are solely from our product and services. In a
country like Bangladesh where the corruption rate is very high, it is not easy to establish a small
business successfully. We have gone to some companies that we are familiar with and asked them
if they would like to invest in our business or not. Some of them said that the gardening designing
business will not have to face a political crisis as it is eco-friendly and sustainable. Whether a
business is eco-friendly or not any business has to face a political crisis if the political condition is
not stable and also if there is a change in government. We have to bring some of our products from
rural areas and some designing equipment from the vendors who are not near cities.so if the
political situation is unstable them there will be a strike which will stop the movement of vehicles
all around the country and some vendors might refuse to send their equipment in the city as the
strikes in Bangladesh takes horrible turns. In that case, we will not get our products and on time
and will delay providing our products and services to our customers. Although we might have to
face hartals we will believe that our business will be supported by any new government as we are
harming the society and environment.

3.1.2. Economic Analysis

Bangladesh is a mixed economy country with growing GDP and steady economic growth. Last
year the inflation rate of Bangladesh was 5.69% and for the next few years, it is predicted that the
inflation rate of Bangladesh will decline by around 5.5%. A decrease in the inflation rate will be
beneficial for us as it will be easier to predict our future cost, prices, and wages and we will be
able to take on riskier investment.

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3.1.3. Social Analysis

When we will provide our services to our beloved customers we will take their permission to make
a vlog about how we plan and design a garden and the viewers will also get to know the experience
of our customer.

3.1.4. Technological Analysis

With new emerging technologies we will be able to market our business in various ways and able
to communicate with our customers in a better way and develop new methods in the future to
ensure customer satisfaction. We will have our website and mobile app. The website will contain
all the information about our products and services, history, introduction of entrepreneurs, and
achievements and there will be an assistant tab at the bottom right corner of the website and
customers can ask about the tips of gardening and our assistant will reply within 15 minutes. Our
mobile app will contain information about products and services, some discounts that customers
will get if they use the app, and some direct tips about plantation and gardening from experts. We
will have a Facebook page and we will share our vlog there and customers can also rate us on FB
about our services. We will send mail to our existing customers about new offers and also print in
the newspaper.

3.1.5. Environmental Analysis

Different markets have different patterns and environmental standards that affect the profitability
of an organization. Our targeted areas are mainly cities because the level of humidity in cities is
too high because of harmful gases released by factories. Day by day humidity is increasing as big
organizations cut down forests and plants to plant their factory. Life in the city is like a racing
track. People wake up early in the morning and step on the race track and in the evening when the
race is finished everyone is exhausted and out of energy. Having a small garden at home helps to
feel peace and release stress. So even if the garden is small if it is designed properly then a person
will feel relaxed and gain energy to step on the race track the next day. Plants can reduce overall
heat and energy consumption and make the environment cooler. Gardening is also beneficial
because it reduces rain runoff, plants absorb the rain eater so there is less flow of water into the
drainage and sewage will not overflow.

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3.1.6. Legal Analysis

We might not face many legal obstacles as our business is sustainable. We have to go through the
legal procedures for trademark and copyright licenses so that competitors cannot copy our products
and services. In the future, we want to build a community garden to bring people close to nature
and we might face some legal policy. So for now we are not much concerned about other legal
policies except our trade license.

3.2. SWOT Analysis

Strength Weakness

● Adapt to technology quickly. ● Competitors may offer similar services

● Availability to sell products and services quickly.
online. ● The distribution network might not be as
● Already have an idea about the market. strong as rivals who are in the market for
● Researched competitors. years.
● Reasonable pricing.

Opportunities Threats

● A new trend in customers might open up a
new market for Earthencity.
● Can partner with landscapers who are not
doing any business.
● As the prices are reasonable we might not
get enough revenue.
● Political and economic stability.
● Hiring experts for giving tips to customers
is costly.
● Competitors like Home Depot.

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3.3. Porter’s 5 Forces

Porter’s analysis of 5 forces is a structure that tries to interpret the level of competition between
developing industry and business strategy.

3.3.1. Threats of new entrants

A market is always full of competition and not only existing companies possess a threat but also
the arrival of new entrants is a hurdle as markets are always open for entry and exits. In our
business threats of new entrants are high because most of the people are aware of gardening and it
also might get a handful of resources if research about the existing similar business. And to avoid
the risk of copying we will soon patent our technology.

3.3.2. Threats of substitute

The threat of substitutes is not high because our customers can buy plants and also find a garden
designer in one place. People might feel exhausted to buy plants from one place and then look for
a good garden designer and also there is traveling cost and have to pay separately for both plants
and designer. We are more service-oriented than product oriented.

3.3.3. Supplier power

We have to build an efficient supply chain with the suppliers as we need raw materials from them
and we will also make some dedicated suppliers whose business will depend on our firm.

3.3.4. Buyer power

The ability of buyer’s power forces companies to lower prices and demand higher quality products
or services at a lower price. Normally the price of plants is reasonable and for design, we will also
set a reasonable price as we just started and will gradually increase the price of our products and
services.

3.3.5. Rivalry inside the industry

Many landscape design freelancers and online plant businesses are our major competitors. We are
not entering a new market so at the beginning it might be difficult for us to establish our business
but at the same time, we might not take much time to establish as we are well aware of our

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competitors, their products, and weakness. We will research our market thoroughly and design our
services.

3.4. Stakeholders analysis

It is a process of identifying the individuals before starting a business and grouping them according
to their level of assistance, enthusiasm, and impact in the business and determining how to engage
and interact with each of these stakeholder groups. Stakeholder analysis helps us to gain early
alignment among goals and plans and helps to address conflicts and issues early. Below there are
few steps and we followed to do our analysis-

3.4.1. Step 01- Identifying stakeholders

There are primary and secondary stakeholders. Primary stakeholders are the people who have a
direct interest in the company such as, owners, investors, employees, and customers. Secondary
stakeholders are the people who have an indirect interest in our business such as, landlords, media,
competitors.

3.4.2. Step 02- Prioritise stakeholders

The stakeholder’s power-interest matrix grid helps us to decide where we need to invest our
stakeholder’s management efforts.
High

High
Low

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 ➔ High power and high-interest stakeholders are our key stakeholders such as investors,
customers, supervisors. We must keep them satisfied and actively engage them with our
business through communication and consult when there is an issue. (Warner, 2019)
➔ We have kept high power and low-interest stakeholders satisfied with regular information
but have to keep in mind that as they are less interested we should not feed too much
information otherwise they might become even less interested. These types of stakeholders
are government and media. (Warner, 2019)
➔ Stakeholders who have low power and high-interest we have to adequately inform them
about the business and ensure that there is no major issue. One way to keep them informed
that everything is we will update our website regularly and they can access information
from the website. These types of stakeholders are employees, family, local community.
(Warner, 2019)
➔ With low power and low-interest stakeholders, we have to simply monitor them and make
sure that we are not spending too much time communicating with them. We just have to
communicate to make sure that neither their power nor interest changes. These types of
stakeholders are the general public, competitors. (Warner, 2019)

3.4.3. Step 03- Understand and engage stakeholders

We have to understand our stakeholders. Customers and investors are our key stakeholders and we
have to find out what they think about our business as our success depends on the acceptance of
our product by them. Stakeholders like suppliers, employees play an important role in developing
our business. Some stakeholders like competitors might have a negative influence on business and
also sometimes if the media reports anything bad it will harm our business.
Different stakeholders can be engaged in different jobs and it might not be appropriate if
competitors join our business evaluation. Investors and customers may engage in evaluation
planning. Customer’s opinions can tell us what they experienced when our workers went to their
house for garden designing. We will always engage our investors and business partners to consult
with each other before taking any important decisions.

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4. Description of ventures

The products and services offered by new ventures target household areas, including selling plants,
seeds, teaching gardening, and others. The size of the business will be small and has 6-7 personnel.
Entrepreneurs venturing for both planting and landscaping businesses have 4-5 years of field
experience.
The reason for the new venture is that both businesses have the same background. Both the
businesses working together can help in covering broad household demands and provide quality
solutions to backyards. There is a need to protect the ecosystem, managing water utilization,
pesticide usage, and other responsible factors. The venture will also increase the client base.
Besides that generate an average of 80,000 BDT of sales each business day of each month and
give customers the satisfaction they need.
The venture will be a success because of changing trends; people are now looking for renovation
and change in the backyard for hosting parties, family get-togethers, or posting pictures on social
media. Every household owns a backyard that needs regular maintenance. Also, people feel lazy
or sometimes increase work or job pressures, leaving no time to take care of their backyards.
Hence, there is huge potential, and the venture can enjoy the leverage.

4.1. Mission

Our mission is to provide sustainable landscape designs, pure and certified seeds, and other
unmatched products and services at competitive pricing exceeding all the client's expectations.

4.2. Products

The products offered by our new ventures target household areas and include selling seeds, plants,
tea blends, flowers, fountains, garden lights, and furniture.
The description of the product is as follows:
❖ Plants- We are targeting to sell peppers, tomatoes, herbs, basil, rosemary, and garlic plants.
These plants can be easily transplanted.
❖ Seeds- It is a package of 10-12 seeds or seed bombs as a garden starter.
❖ Tea blends- Tea blends are unique blends of tea and herb for healing purposes.
❖ Fountains- These products are for adding tranquility to the garden or property. We offer
classic roman style fountains, wall mounted fountains and free-standing fountains.
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 ❖ Furniture- We customize the furniture according to the customer's demand and garden
space. We have previous work samples of designed patios from which customers can also
select.
❖ Garden lights- We offer LED, solar-charged, and wall-mounted lights.

4.3. Services

The services offered by the new venture are teaching gardening, plant advice, and intelligent
designing. The description of services is as follows:

❖ Teaching gardening skills- Many people have an interest in learning gardening skills. We
are partnering with local schools or garden centers to provide teaching facilities.
❖ Plant advice- For beautification of gardens, we also advise on the nurturing of flowers or
plants according to the season, weather, and soil texture.
❖ Intelligent design- We focus on designing sustainable gardens and assess their impact on
the ecosystem. The pathways, fountains, furniture, accessibility, energy, and water
consumption, all these factors are carefully considered while designing the landscape.

4.4. Licensing

There are three types of licensing agreement-

1. Patent Licensing agreement
2. Trademark Licensing agreement
3. Copyright Licensing agreement
Registering for all these licenses needs a certain amount of fee.

4.4.1. Patent Licensing

Patent licensing will help secure our ideas and others will not be able to sell or use our ideas. It is
issued by the Department of Patents, Design, and Trademark (DPDT) for 16 years on payment of
the prescribed fee and we will be able to renew it for a further period. To apply for a patent license
the application must be submitted in the form prescribed by DPDT. The following information is
required to file a patent application-

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 ❖ Name, address, and nationality of the applicant.
❖ Two sets of specifications and one set of drawings on tracing paper and we can submit our
specifications within nine months from the date of application. If we do not submit
specifications with the application.
❖ Before applying for application if we recruit any employee we have to show one set
recruitment legalization agreement.
❖ If anyone has any problem with our business they can oppose within the four months from
the date of acceptance.
❖ As for us, we have no opposition so our patent is granted. (Patent in Bangladesh - Resource
Portal: OGR Legal, n.d.)

4.4.2. Trademark Licensing

We have applied to the Trademark Registry Wing of DPDT for trademark registration.For
trademark registration, we have to submit-
❖ Partner's name, address, nationality, and status in the company.
❖ Logo and also provide logo marks of our product and services.
❖ Type of product and services we are providing.
After the trademark license is granted it will be valid for 7 years and can renew later for 10 years.
(How to register trademark in Bangladesh - OGR Legal, 2014)

4.4.3. Copyright Licensing

For a copyright license, we have to submit copies of our work that is registered, legal papers if we
submit the application form through a lawyer. (Copyright registration in Bangladesh - Resource
Portal: OGR Legal, n.d.)

4.5. Size of Business

The size of the business will be small and organized. The size will be easily manageable. Till now,
office space, equipment, product, service specification, and personnel have been decided. The
website is almost ready to go on air. Businesses will be located within the 5 miles of residential
area for easy and timely services. . The building is located within the 5-mile radius of the

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residential area. The target audience for the venture is the household’s backyards or gardens. The
location of the building is convenient. It will help in saving time and transportation costs. Suppliers
are also near and familiar with the location; there will be no stock out issues.

4.6. Office Equipment and Personnel

The operations of the freelance venture will commence in the old building. The dealing of the
venture with customers will be facilitated through the official virtual property (website).
Equipment such as internet connectivity for a website, data center, and data backup will be
required. Six to seven personnel will be required to start with business operations. . The old
building is selected because the planting business already has a mini-farm setup that is not possible
to shift. Also, the plant selling a business is online, so that less office space will be needed. For
landscape design, designing and meeting rooms are already available in the old building. There is
no requirement of any renovations as such. The property is on full service (or gross) lease for 50
years. According to the terms, the tenant covers all the operating expenses of the property. The
rest of the amount paid is used for covering expenses. The base rent is high, but the rent is fixed.
However, escalation clauses are included to cover variable costs, such as increased tax or
insurance. Both the businesses running from the past 4-5 years already possess equipment.
However, selling plants online will require equipment such as internet connectivity for the website,
data center, and data backup. Equipment will be purchased. The new venture's objective is to run
long in the competition and further expand its operations to other residential areas and corporate
buildings. Equipment purchased will be an investment.

4.7. Background of Entrepreneurs

● Jannatul Ferdaus Trishi lived in Saudi Arabia for three and a half years and did not have
many relatives in Saudi Arabia so they returned to Bangladesh and enrolled with her cousin
at Willes Little Flower School and College. At school, she was a member of the Wills
Community Service Club and also did one year of Scouting. She completed her O-Level
from Willes Little Flower School and College in 2014 and completed A-Level from Private
in 2017. Currently is a third-year student at North South University and studying BBA. She
is a fan of K-pop boy band BTS. She is an introvert who loves photography and mostly

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 likes to take pictures of nature. She loves drawing, listening to music, and watching dramas.
She is hardworking and is dedicated to every kind of work.
● Anika Razzaque Hanako was born in Japan. She completed her O’Level from Willes
Little Flower School and College and completed A Level from Private. She is a third-year
student at North South University and studying BBA. She is introverted but can be
extrovert if the person in front is familiar. She is punctual and dedicated to everything. She
can be professional when needed.
● Sattajit Barua completed his SSC and HSC from Bangladesh Nou-Bahini School and
College, Chittagong. He is studying BBA in North South University. He is a member of
the NSU Athletics Club. He likes playing football and table tennis. He has good
communication and decision-making skills besides that of good leadership quality.
● Nahiyan Muakhkher completed his SSC and HSC from Chittagong Cantonment Public
College. He is studying BBA in North South University. He is a member of the NSU
Athletics Club.
● Gazi Humayun Ahmed completed his SSC and HSC from Uttara High School and College.
He is studying BBA in North South University. He is a member of the NSU Athletics Club.

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5. Production plan/ service delivery model

5.1. Manufacturing process

The manufacturing process is a component present under the operating plan of the general business
plan. Production will depend upon the sort and nature of your proposed business. The
manufacturing process is the process by which a product or service takes customers to be able to
buy. To start the gardening business, need to follow the following steps:
➔ Need to understand the job properly
➔ Plan for the seasons
➔ Need to choose a legal structure
➔ Need to get the legal structure sorted
➔ Get insured &
➔ Find customers.
People plant gardens on the bottom in their backyards or on their verandas or in their pavilions in
pots or pots. Gardens are the expansion of flowers, shrubs, and trees as a hobby or recreation.
Some people also grow vegetables or fruits in their garden. There are various types of gardening.
So, ultimately the entrepreneur of the business is responsible for all the parts of the manufacturing
process.
There are many subcontractors available in this arena. A few are known to me. An authentic
subcontractor for me is Abdul Manan; and his address is Ashulia, Doshahid Bazar.
These semiconductors are selected because of their trustworthiness of selection of goods, error,
and diseases free houseplant, cutting, and seedling. Another one is the availability of any kind of
mentioned plants.
Several main issues that should be addressed in a subcontract agreement are licensing, job, and
payment, timing, and defense. The subcontractor gets purchased all expenses of a project plus
either an agreed-upon profit, which is typically defined as a percentage of the contract's total costs
or a hard and fast fee. Becoming a subcontractor means enjoying many of the advantages of
working for a corporation without compromising your freedom as a freelancer. The benefits of
subcontracting are many. Using subcontractors comes with less commitment and responsibility,
and provides your business more flexibility.

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5.2. Physical plant

In a bed seedling parent plant different types of grafting after a certain amount of time when roots
came out shift the seedling/grafting shifted to different types of the permanent pot then shifted it
from manufacture house to nursery running.

5.3. Machinery and equipment

The equipment that will be needed immediately for manufacturing is a sharp prune cutter, Shovels,
Clamshell digger, Earth Augers, etc. These are the most important manufacturing equipment. Raw
materials that will be needed for manufacturing are Soil, Fertilizer both Organic and Chemical,
Land, etc.

5.4. Names of suppliers of raw materials

The suppliers of new materials are maybe online or offline based. The distributors are responsible
for collecting all the raw materials for the smooth production of the plant business. Raw material
expenses ask the value of the components that enter a final manufactured product. The opposite
two are labor expenses and amortization expenses. They're during all one amongst one in every
one among three expenses included in a manufacturer's cost of products sold (COGS).
Manufacturing costs are the prices incurred during the assembly of a product. These costs include
the prices of direct material, direct labor, and manufacturing overhead. the prices are typically
presented within the earnings report as separate line items. An entity incurs these costs during the
assembly process.
The future capital equipment needs of the venture capital are:
➔ Land- it is needed for the fertilization of different types of plants.
➔ Landscaping for the productive changes of the lands.
➔ Improvements
➔ Infrastructure
➔ Machines &
➔ Computing.
Merchandise will be purchased from Abdul Manan.
No inventory will be controlled in small entrepreneurship because it will be difficult to stock the
plants as it may be seasonal or take some time to develop the plant.
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If storage is available then a prompt solution can be available. They will be promoted by converting
the customer demand to the suppliers. Then they will store the plant. When customers choose a
product, we will check the availability of the product. If the product is available, we let the
customer know about it. They will give us the address and phone number. Then we deliver the
product and take cash. The payment will also be done online.
The steps in processing business transactions are:
➔ Analyzing and Recording processes like source documents, the account, and its analysis.
➔ Analyzing and processing transactions like a ledger, Double-entry accounting,
Journalizing, and posting an illustration.
Many companies also provide customers the choice to text them using their cellphones. The most
important role of technology in customer service is that it helps to extend the speed of customer
interactions. Instead, live chat on company websites enables organizations to assist customers as
soon as they show interest.

6. Operation plan for the new venture:

Though the venture will provide garden design, development, landscaping, service, and
maintenance service to individuals. This is the basic plan for the new venture. Our goal is to make
people interested in gardening if they have an open plan in front of their houses or if they have a

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balcony, they can use small plants or make a small garden. And mostly which will make a good
environment and a good profitable business because in Dhaka city we can see the environment is
polluted badly.

6.1 Flow of orders for goods and services

Our business is going to be an online service where we will deliver the goods on customer’s
locations and we will help them to make gardens where they want to. The service we will provide-

➢ Design planning and service

➢ Garden- construction, landscaping & planting service
➢ Lawn care and maintenance
➢ Planting, trimming, pruning of plants, hedges, trees.
➢ Removal of clippings etc.

6.2 Technology utilization for the venture

There are many important technologies that will be needed for providing service and running this
business online. It needs some technological products.

➢ Advance in AI can greatly increase the effectiveness of self-driving cars for landscaping.
➢ Sensors need to be reviewed in terms of quality, reliance, and replacement period- may
have to be manufactured for retrospective refitting.
➢ Deluxe Tractor Scoot
➢ Ergonomic Trowel
➢ Collapsible Garden Bucket
➢ Long Weed Grabber
➢ Extendable Lopper

7. Marketing plan for the new venture:

Marketing efforts will focus on establishing the venture for a leading provider of eco-friendly
products and services. The market for gardening services in Bangladesh has been growing at an
average of 5%-10% per year for the last 2-3 years. To increase the rate the visual impact around
the private houses and public buildings and amenities, factories, etc is fueling the growth.
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7.1 Target market

Our venture’s design-development-landscaping service would primarily target the private sector,
local authorities and government bodies and organizations, and new buildings in the noted regional
target market.

7.2 Customers

In Year 1, we will record at least 40-50 clients for repair work on individual house gardens as
trading begins. On the basis of our experience, project work is calculated to account for approx.
75% in revenue and the remaining 25% in maintenance work.

7.3 Competitors

In the market of Bangladesh, the level of competitors is very low on gardening. Most of the
competitors are not available to give service to home and everywhere we are going to take
advantage of it and make our customers trust us. Which will make them dominant.

7.4 Marketing and Promotion strategy

➢ Advertisement in Public newspapers

➢ Open a Facebook page
➢ Advertisement on YouTube
➢ Continuous use of marketing possibilities to build awareness of customers.

7.5 Sales Strategy

1. Design and planning operation, meeting prospective customers to determine specifications,

brochure use, design proposal, and tender system

2. Maintenance facility, gardening case mailshot calendar, and in-person touch - inquire about the
task.

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8. Organizational Plan

8.1. Form of ownership

The form of ownership is a partnership as we are 5 partners in this business. Each partner invested
20% in the business. The profit sharing will be done as per the partner’s investment in the business.
We have decided that for the first 3 years we will spend our profit to steady our business and each
one of us will only take 5% which is altogether 25%. From the 4th year, we will keep a 70% profit
for ourselves and from the remaining 30% we will use 16% to expand our business and the
remaining 14% profit will be given to the investors who invested in our business.

8.2. Identification of partners and authority

We all have our own designated position in the business and each one of us took the position that
we are good at. All the 5 partners will be members of the Board of Directors along with some other
investors. We are still students so it is easier to choose a position. Among the partner’s someone
will have a higher position and someone will have a lower position but that does not change the
authority. Higher positions partners are elected by other partners and investors as they thought they
had the quality to be the CEO and President of the organization. When making an important
decision, the CEO and the President will consult with other partners and make a mutual decision.
★ Anika Razzaque Hanako is a dedicated, optimistic young woman studying Finance at
North South University. She is the CEO of the company and also is dealing with the
financial factors of our business. She will direct us where we should invest and how we
should invest. As a CEO she will be responsible for leading the development of the
company’s short and long-term strategy and communicating with shareholders, the public,
and government on behalf of the company. She will make sure that the company is
maintaining high social responsibility and sets strategic goals and make sure that goals are
measurable and describable. (CEO - Understanding the Roles and Responsibilities of a
CEO, 2019)
★ Jannatul Ferdaus Trishi is another young, incredible, cheerful woman studying Finance
at North South University and will do a dual major in marketing. She is the President of
the company and will also lead the marketing department. As a president of the
organization, she will lead, direct, instruct and evaluate all other directors and employees

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 and ensure that they are conducting the day-to-day work of the company and ensures that
all managers communicate the company’s philosophy and guidelines to their team so that
all employees understand the company’s expectations. (Bell, 2018)
★ Sattajit Barua is a young handsome man studying Finance at North South University. He
is the Director of the Human Resource Management (HRM) Department. There will be
employees who will work for him and it is his responsibility to fulfill all the HR
responsibility and maintain the customers. He will be responsible to make the job and deal
with the job employee and recruit them in the company. (Human Resource Management -
What is HRM? - Definitions - Functions - Objectives - Importance - Evolution of HRM
from Personnel management, n.d.)
★ Nahiyan Muakhkher is another young handsome man studying Supply-chain
Management at North South University. He is the Manager of our Supply-chain
Management and he will be responsible for managing devices, tools, and other logistical
aspects of the company. He will oversee the raw materials used by the company.
(CareerExplorer, 2019)
★ Gazi Humayun Ahmed is another young handsome man studying Finance at North South
University. He is our Sales Department Manager He will oversee sales between one
business to another. He will set sales targets, create training programs for sales
representatives, and analyze data. (What does a Sales Manager do? How to Become a Sales
Manager: Career Video, 2020)
We all have check signing authority as the shares are equal. Anyone can sing the check in
requirement because everyone will be aware of the problems associated with the organization. We
have both blue-collar and white-collar employees. Blue-collar employees just have to do their own
thing and help us with their work and have to follow the rules of work and do them accordingly.
White-collar staff will assist our esteemed managers and complete the work assigned to them by
the managers.

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8.3. Organogram of Earthencity

8.4. Management Background

For our Technology department, we hired 2 employees with a designated background.

★ Adib Bin Razzaque completed his O levels and A levels from MapleLeaf International
School and College. Currently, he is studying in Seneca College, Canada in computer
programming. He loves to click different photos of nature and put it in the exhibition. He
really likes to play with technology.
★ Mohammad Injaj Hossain completed his SSC from Willes Little Flower School and
College and HSC from Dhaka City College. He is determined and always wants to learn
new things. Currently, he is studying Computer Science and Engineering at North South
University. He can manage to work well with a wide range of people.

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9. Assessment of risk

Conducting a thorough plant risk assessment offers a lot of benefits to businesses, reduces the
chance of injuries or other incidents, and therefore reduced chance of prosecution or litigation can
streamline business processes, allowing for improved efficiency.
One of the risks in buying plants online is the stores are very good about labeling the plants with
the zones they are lasting. Because a lot of online shops will not ship the plant immediately after
you purchase it. Sometimes it will be a week or a few weeks later.

9.1. Evaluate the weaknesses of the business

➢ I see the weakness of returning the product that the buyer buys because it takes time to ship
the plant so there are some effects to the plant while in the shipping process.
➢ The lack of brand equity.
➢ A limited marketing budget to develop brand awareness.
➢ Competition from the larger, established landscapers.
➢ Future competition from a similar, entrepreneur-spirited individual.
➢ Seasonal business is not sufficient to carry the business through the off-season.

9.2. New technologies

The only technology I can see here is the use of internet selling because in selling plants, the plants
need sunlight for them to survive. The identification, categorization, and prioritization of hardware
and software threats to achieving key reliability business objectives. IT Risk Management is the
application of risk management methods to information technology to manage IT risk, i.e.: The
business risk related to the utilization, ownership, operation, involvement, influence, and adoption
of IT within an enterprise or organization. The danger assessment process aims to gauge hazards,
then remove that hazard or minimize the extent of its risk by adding control measures, as necessary.
By doing so, you've created a safer and healthier workplace.

9.3. Contingency New plans

A business uses a contingency plan to prepare, respond, and recover from unplanned downtime,
which can negatively affect revenue. Our contingency plan includes measures and detailed
instructions that guide us during disruptions such as accidents, natural disasters, and cyber-attacks.
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To have good contingency plans, the seller must find a way to deliver the plants immediately, or
instead of selling plants, it is safe to sell seeds instead.

10. Financial Plan

10.1. Pro Forma Income Statement, First Year by Month

10.2. Pro Forma Income Statement, Three Year Summary

Year 2020 2021 2022

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 Sales 600,000 750,000 800000

Less: Cost of Goods 150,000 200,000 250000

sold

Gross Profit 450,000 550,000 550000

Operating Expense

Salaries and wages 90,000 100000 90000

Utilities 60,000 60000 60000

Advertising 6000 15000 7000

Sales Expense 12,000 20000 15000

Depreciation 60,000 60000 60000

Office Expense 23,500 35000 30000

Loan Interest 134,916 134916 134916

Total Operating Expenses 386,416 424916 396916

Net Profit 63,584 125,084 153084

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10.3. Pro Forma Balance Sheet

10.4. Breakeven Analysis

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 Conclusion

Due to climate change and ecological imbalances, gardening is becoming more than just a hobby
nowadays. By creating a small window garden and planting simple and easy growing plants, it
will help us to improve our environment, as well as give us the emotional satisfaction of doing our
part for the environment. When the flowers bloom in the garden it looks colorful, fresh, and
attractive even if the place is very small.

Reference

● Patent in Bangladesh - Resource Portal: OGR Legal. (n.d.). Retrieved September 24, 2020,
from https://resource.ogrlegal.com/patent-bangladesh/
● How to register trademark in Bangladesh - OGR Legal. (2014, September 08). Retrieved
September 24, 2020, from https://resource.ogrlegal.com/trademark-registration-
bangladesh/
● Copyright registration in Bangladesh - Resource Portal: OGR Legal. (n.d.). Retrieved
September 24, 2020, from https://resource.ogrlegal.com/copyright-registration-
bangladesh/
● Warner, M. (2019, April 26). Analyzing and Classifying Project Stakeholders. Retrieved
September 23, 2020, from
https://www.theprojectmanagementblueprint.com/blog/stakeholder-
management/stakeholder-power-interest-grid
● CEO - Understanding the Roles and Responsibilities of a CEO. (2019, October 27).
Retrieved September 23, 2020, from
https://corporatefinanceinstitute.com/resources/careers/jobs/what-is-a-ceo-chief-
executive-officer/
● Bell, M. (2018, October 16). What Is The Role of a President of a Corporation?. Retrieved
from https://www.delawareinc.com/blog/what-is-the-role-of-a-president-of-a-corporation/

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 ● Human Resource Management - What is HRM? - Definitions - Functions - Objectives -
Importance - Evolution of HRM from Personnel management. (n.d.). Retrieved September
23, 2020, from http://www.whatishumanresource.com/human-resource-management
● CareerExplorer. (2019, November 14). What does a supply chain manager do?. Retrieved
September 23, 2020, from https://www.careerexplorer.com/careers/supply-chain-
manager/
● What does a Sales Manager do? How to Become a Sales Manager: Career Video. (2020,
April 17). Retrieved September 23, 2020, from https://www.yourfreecareertest.com/sales-
manager/

Appendix

● https://drive.google.com/file/d/18wFAk61esvg-
phyRK4qT3ZUe8Xqhllhb/view?usp=sharing
● https://drive.google.com/file/d/1ViDOtSoh8NRWUhPJnQLF_Tt8oMDFLmpk/view?usp
=sharing
● https://drive.google.com/file/d/1im3nsEi-ZrbPo_kTWrJs4etBlEM-
Q7Dz/view?usp=sharing

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