EXECUTIVE SUMMARY

Andurance will be a brand for gym, fitness and sports accessories. Fitness has become a part of
our day to day life style, where ever we go at the end of the day it is our fitness and health which
matters the most to us. Furthermore, in youth the excitement for fitness now a days is more than
ever in our history therefore Andurance aims to be a brand which provides a satisfaction for this
excitement by providing them better equipment, motivation and guidance towards achieving
there fitness related goals .

Andurance will be an online platform by the name of anduranceshop.com it will provide with
articles on best use of equipment, motivational articles and videos and also a shop for online
products purchases. However we aim to build an online presences on daraz.pk this does decrease
our profit a little but help us survive the initial years as it will cover whole of Pakistan in its market
range.

68% of Pakistan’s population is under 40, health care and fitness has become one of the most
growing industry in Pakistan. Thus this market provides a lot of potential in business growth and
an opportunity to fill in the gap of a brand which lives up to the customer expectations at the
same time create a positioning in the minds of consumers as a go to place for all fitness solution
online.

12th April, 2020 AHSAN IRSHAD BUSINESS PLAN 2

Table of Contents
Business Idea ............................................................................................................................................ 4
Problems ................................................................................................................................................... 4
Solutions ................................................................................................................................................... 5
Business Model ......................................................................................................................................... 5
Logo ........................................................................................................................................................... 6
Market Overview ...................................................................................................................................... 7
Market size................................................................................................................................................ 7
Market segment ........................................................................................................................................ 7
Main competitors...................................................................................................................................... 7
Differentiating Business from Competitors .............................................................................................. 7
Secondary Research ............................................................................................................................... 8
Primary Research ..................................................................................................................................... 9
Legal Structure....................................................................................................................................... 10
Reason behind choice. ............................................................................................................................ 10
Location .................................................................................................................................................... 11
Human Resources.................................................................................................................................. 11
Finance Section ...................................................................................................................................... 12
Costs ........................................................................................................................................................ 12
Sources of finance ................................................................................................................................... 12
Budgets .................................................................................................................................................... 13
Sales Budgets .......................................................................................................................................... 13
Cost Budgests .......................................................................................................................................... 14
Profit Budgests ........................................................................................................................................ 15
Financial forecasts:................................................................................................................................ 16
Cash flow forecast ................................................................................................................................... 16
Marketing Mix.......................................................................................................................................... 17
SWOT analysis ........................................................................................................................................ 18
Bibliography: ........................................................................................................................................... 19

12th April, 2020 AHSAN IRSHAD BUSINESS PLAN 3

Business Idea

“Endurance the Change towards Fitness”

A Brand for Youth Looking To Adopt a Healthy Life Style

Problems
• Lack of health and fitness related awareness in Pakistani culture
• No such local brand which provides all the fitness and sports related accessories for
motivation and modern in demand products
• The current available brands providing the same scope of fitness are failing to address the
whole population
• An increasing trend towards fitness and healthy life style lack of brands effectively
promoting this cause

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Solutions
• A Brand “Andurance” with the Aim to provide solutions for all the above problems.
• The objective will remain to provide healthy life style and fitness awareness while
establishing an online shop with a quality Products
• Starting with products like
o Resistance Bands
o Gym Gloves
o Gym Vest

Business Model
• Online Shop – WordPress based already in production
• Registering as an Single Member Company In SECP
• Logo and brand Image already made and improvement under process
• Facebook marketing
• Instagram marketing
• Selling on Daraz.Pk

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Logo

Theme color – flyer, facebook post etc

Logo and the theme reflect the feeling of energy and workout.

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Market Overview
Market size
• According to UN report, 64% of population below is under 30.
• Pakistan has one of the highest youth population on the globe

https://dailytimes.com.pk/434819/youth-and-future-of-pakistan/

Market segment
• Our target market is youth. As youth is more interested in gym and sports accessories
• We will also target sports athletes and gym participants
• In this segment groups will be made between Men , Women and Unisex items

Main competitors
Local market competitors are online fitness brands like

• https://www.zeesol.net
• https://www.thesportstore.pk

International competition or in the long run we aim to compete with brands like

• Rogue Fitness
• Bodybuilding.com

Differentiating Business from Competitors

• Getting in contact with local suppliers of fitness accessories and providing them a
platform to sell their own products
• Promotion of students, youth, gym and fitness lovers from our brand’s website page,
Facebook page etc.
• Making Daraz.pk one of our most prominent sale market.
• I am personally interested in a healthy lifestyle thus for me to promote such a business
will reflect my own passion and help in providing the magic required for a successful
startup

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Secondary Research
According to a study conducted by the BBC, Pakistan’s fitness industry is one section of the economy that
has not been affected by recessions or political instability; in fact it is booming.

Studies show that almost every strata of society — from top executives, middle class housewives to
teenagers — have shown an increasing interest towards a healthy and fitness oriented lifestyle.

Pakistani society is facing a massive change, as due to awareness and education, many people are now
making their appearance and fitness their number one priority. Nutritionist Sidra Aftab agrees that,
“Compared to before, there has definitely been an increase in a desire for a healthier lifestyle.

(https://tribune.com.pk/story/237791/fit-hai-healthy-living/)

(http://www.salaryexplorer.com/salary-survey.php?loc=164&loctype=1&job=27&jobtype=1)

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Primary Research
Primary research is defined as a methodology used by researchers to collect data directly, rather than
depending on data collected from previously done research. Technically, they “own” the data. Primary
research is solely carried out to address a certain problem, which requires in-depth analysis.

Suppliers

I have searched for suppliers online and have found many fitness products related suppliers to include
some:

• POWER CHECK IMPEX

(https://powercheckimpex.trustpass.alibaba.com/company_profile.html)

• CASPER INDUSTRIES
(https://casperind.trustpass.alibaba.com/company_profile.html)

These are Pakistani Suppliers are providing international level quality and supplying all over the
world. Having local suppliers save us from a lot transportation cost and a language barrier

12th April, 2020 AHSAN IRSHAD BUSINESS PLAN 9

Legal Structure
• In 2003, SECP introduced the concept of SMC which is Single Member Company Private Limited in
Pakistan. It enables the businessmen to start a company without any partners. Currently, more than four
thousand and five hundred SMC’s are operating in Pakistan.

• Will start with Single Member Company Private Limited

Reason behind choice.

• A Single Member Company or SMC is a business that is set up as separate legal entity from its owner
and has only one shareholder. The creation of SMCs was first allowed by SECP through Single Member
Companies Rules, 2003. These rules allow single persons to convert their non-corporate entities into
companies with limited liability of the Single Member.

• There is one member or shareholder who owns the company. He or she acts as the Director. The Single
Member (Director) has all control of the company and can remove or appoint any officer.

• It is very easy to set up

• No need of other partner like in PVT

• Limited Liability Benefits

• Business of a sole proprietor should not be disturbed with his death as employees would continue
operating it while heirs settle their claims for taking over the firm.

• Disputes among the heirs would not have any negative impact on the business or legacy of the company.

• There would be no restrictions on the business of a single-member company. All the individuals having
their own business in the form of trade, industry, agriculture, advisory role or any other provisions could
form a company and could benefit from the new concept.

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Location
Website in UAT- LOCAL ENVIRONMENT

• Online based business no physical store location

• Easy to setup as compared to traditional setup.

Human Resources
• It is a one member company and group as it is a startup which initial doesn’t require other
members
a. Job title- Ahsan Irshad ( Founder/Manager)
b. Description of responsibilities – Business development and management
c. Qualifications/ skills- BBA
d. Wage or salary – Business Profit

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Finance Section
Costs
• Website development – 10,000 rs Fixed / annually
• Initial inventory by min order avg - $700 115,000 rs Variable/orders

• Marketing and other expenses 25,000 rs Mixed cost

Total average 150,000

Sources of finance
• 20 % personal saving
• 80 % incubation center / investor

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Budgets
A budget is an estimation of revenue and expenses over a specified future period of time and is
usually compiled and re-evaluated on a periodic basis. Budgets can be made for a person, a group
of people, a business, a government, or just about anything else that makes and spends money.

Sales Budget 2021 Quarters

Estimate sales of 1st Quarters 2nd Quarters 3rd Quarters Total Quarters
2021

UNITS SOLD (avg) 230 250 270 750

SELLING PRICE 650 650 650 650
avg(Rs)
TOTAL SALES (Rs) 149,500 162,500 175,500 487,500

Sales Budget 2022 Semi Annually

Estimate sales of 1st half 2nd half Total
2022

UNITS SOLD (avg) 550 650 1200

SELLING PRICE 650 650 650
avg(Rs)
TOTAL SALES (Rs) 357,500 422,500 780,000

Sales Budget 2023 Annually

Estimate sales of Total
2022

UNITS SOLD (avg) 1500

SELLING PRICE 650
avg(Rs)
TOTAL SALES (Rs) 975,000

Assumptions

o We will keep adding new products to inventory thus increasing our units of sale
o Daraz commission from 2.65% to 13.95% on many categories

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 Cost budget 2021 Quarters
Estimate sales of 1st Quarters 2nd Quarters 3rd Quarters Total Quarters
2021

UNITS SOLD (avg) 230 250 270 750

COST PRICE 500 500 500 500
avg(Rs)
TOTAL COST (Rs) 115,000 125,000 135,000 375,000

Cost budget 2022 Semi Annually

Estimate sales of 1st half 2nd half Total
2022

UNITS SOLD (avg) 550 650 1200

COST PRICE 500 500 500
avg(Rs)
TOTAL COST (Rs) 275,000 325,000 600,000

Cost budget 2023

Estimate sales of Total
2022

UNITS SOLD (avg) 1500

COST PRICE 500
avg(Rs)
TOTAL COST (Rs) 750,000

Assumptions

o We will keep adding new products to inventory thus increasing our cost of goods sold
o Daraz commission from 2.65% to 13.95% on many categories

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 Profit budget 2021 Quarters
Estimate sales of 1st Quarters 2nd Quarters 3rd Quarters Total Quarters
2021

TOTAL SALES (Rs) 149,500 162,500 175,500 487,500

TOTAL COST (Rs) (115,000) (125,000) (135,000) (375,000)
Profit (Rs) 34,500 37,500 40,500 112,500

Profit 2022 Semi Annually

Estimate sales of 1st half 2nd half Total
2022

TOTAL SALES (Rs) 357,500 422,500 780,000

TOTAL COST (Rs) (275,000) (325,000) (600,000)
Profit (Rs) 82,500 97,500 180,000

Profit 2023 Annually

Estimate sales of Total
2022

TOTAL SALES (Rs) 975,000

TOTAL COST (Rs) (750,000)
Profit (Rs) 225,000

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Financial forecasts:
A cash flow forecast is an estimate of all cash receipts and all cash expenditures that are expected
to occur during a certain time period. Estimates can be made monthly, bimonthly, or quarterly,
and can include nonfarm income and expenditures as well as farm items. Cash flow forecasting
looks only at money movement, though, not at net income or profitability.

Andurance
Cash flow forecast
For the year ended 2021

1st Quarters 2ndQuarters 3rdQuarters Total Quarters

Particulars

Cash balance, beginning 20,000.00 54,500 92,000 20,000.00

Add collections from 149,500 162,500 175,500 487,500

sales

Selling expenses (115,000) (125,000) (135,000) (375,000)

Cash balance, ending 54,500 92,000 132,500 132,500

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Marketing Mix
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like Packaging, Positioning, People and even Politics as vital mix elements.

• Product: Quality fitness products with Brand logo to create brand loyalty
• Price: Good Quality thus we are not aiming for low prices to capture market
• Place : All over Pakistan Via Daraz and own website
• Promotion : Facebook, Instagram and YouTube

The Unique part of our promotion is introducing young and fresh athletes from local gyms and
make promotional videos by them.

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SWOT analysis
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT Analysis is a
technique for assessing these four aspects of your business.

We can use SWOT Analysis to make the most of what we've got, to the organization's best advantage.
And we can reduce the chances of failure, by understanding what we're lacking, and eliminating hazards
that would otherwise catch us unawares.

• Strengths:
o Passion for fitness and gym
o Understanding of the youth demands
o Technically skilled in website management

• Weaknesses
o No Experience Relating to Daraz
o Restricted Capital

• Opportunities
o Demands for online products an increasing trend
o Better network like 4G enabling people to shop online
o Trend of fitness awareness
• Threats
o Competition
o Unstable Government/Environment

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 Bibliography:

Dawn.com. (2015, November 23). Mr Musclemania World 2015: Pakistani bodybuilder

clinches gold. http://www.dawn.com/news/1221694

Mufti, F. (2011, August 23). Fit hai: Healthy living. Retrieved December 10, 2015, from
Tribune.com:http://tribune.com.pk/story/237791/fit-hai-healthy-living/

Salaryexplorer.com. (2020). Fitness / Hair / Beauty Average Salaries in Pakistan 2020,

from
http://www.salaryexplorer.com/salary-survey.php

alibaba.com. (2020).
https://www.alibaba.com/product-detail/Training-Pull-Up-Power-Band-
Resistance_60658205053.html
https://providerent.trustpass.alibaba.com/product/50034142166-
231116813/Men_Summer_Sleeveless_Sport_Gym_Camouflage_Tank_Tops_Vest.html

https://powercheckimpex.trustpass.alibaba.com/product/62454137588-
233050021/Wholesale_Synthetic_Leather_Nylon_Dotted_Palm_Protection_Camo_Flauge_Printed_Fitn
ess_Sports_Gym_Weightlifting_Gloves.html

https://powercheckimpex.trustpass.alibaba.com/company_profile.html
https://casperind.trustpass.alibaba.com/company_profile.html

Author’s Note:

With the kind blessings of Almighty Allah, I have achieved the target of completion of the Plan in
time. Report is based on assumption of the writer, after the thorough study about market.

Thank You.

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