01/03/2023

TABLE OF CONTENTS
Acknowledgment....................................................................................................... 3
Executive summary.....................................................................................................3
The Business...............................................................................................................4
Authorized Body & Rights..........................................................................................4
VISSION.....................................................................................................................5
MISSION....................................................................................................................5
OBJECTIVE...............................................................................................................5
Strategies.....................................................................................................................5
The product and services….........................................................................................6
The field of business...................................................................................................6
Business Environment and Market Analysis..............................................................7
Competitive analysis...................................................................................................7
Market analysis...........................................................................................................8
Feedbacks....................................................................................................................8
Target market..............................................................................................................9
Target customers.........................................................................................................9
Marketing plan............................................................................................................10-11
SWOT Analysis ..........................................................................................................12
Marketing Mix.............................................................................................................13
Segmentation ...............................................................................................................14
Expected Income...........................................................................................................14
Distribution Channel.....................................................................................................14
Operational Plan...........................................................................................................15
Management Plan.........................................................................................................16
Financial Analysis.........................................................................................................17
WAGES & SALARIES………....................................................................................18
EST. COST OF THE PROJECT.................................................................................. 19
CAPITAL STRUCTURE.............................................................................................20
Projected Income Statement.........................................................................................20
Risk Management Plan.................................................................................................21
Conclusion....................................................................................................................21
Acknowledgment

We express our thanks to our dear course instructor Sk. Mumtahina for assigning
us the business plan. Without her cooperation and support, it would not be
possible to prepare such a resourceful report.

We have taken the help of various websites, reports, and articles. We are very
happy to submit it.

Executive summary

Apartment Gardening is one of today's fastest-growing gardening industries. The apartment

gardening industry is fairly new and has great growth potential. People dream to decorate the
interior of their apartments, and Eco Apartment Gardening makes that dream a reality.

Today estimated over 600,000 people are there desiring for gardening in apartments and the
industry is estimated to yield over 50 million takas per year. [Daily Star, 2013] The largest
population, of the estimated 600,000 gardeners, is females between the ages of 20 and 40, who
also happen to be the largest consumers of the music interior designing industries. According
to our surveys, it was found 83% of the gardeners surveyed were interested in Eco Apartment
Gardening.

In this business, we will give service based on contracts and demands. We will start our
business, focusing on residential areas, in Dhaka and Chittagong at first. We will give this
service and will encourage and motivate our customers to have gardening-related products from
us as well. Our products will be customized according to customers’ demands.

Gardeners are individualists, and we at Eco Apartment Gardening Ltd have embraced that
quality by offering design options to our consumers. Our researchers have designed the perfect
quality garden for small spaces. A variety of different color vases are also available to our
customers because everyone is as individual as their owner and his or her choice of color. Our
implementation plan will be carried out in two parts:-

1. Prepare for manufacturing.

2. Marketing and selling the product.

In preparation for manufacturing, we plan to hire cheap labor and train them to customize any
garden, and purchase wholesale components in bulk to cut down on costs. In marketing and
selling the product we plan to hire knowledgeable salespeople. To promote our product we will
sponsor young gardeners, team up with companies selling complimentary products, and
involve the company.
The Business

Apartment gardening is a service-oriented business that will serve people to decorate their
apartments using different kinds of flower trees, bonsai trees, and many other indigenous and
foreign trees. We will take supplies of aesthetic vases and even collect useless, scrap and
plastic items and recycle them to create different artistic vases and use these vases to plant
trees. We will serve different residential areas in Bangladesh. Our target customers will be
those who live in residential areas and business organizations and all those might be willing
to pay a premium price for our service because of the quality, uniqueness, and artistic value of
ourproduct.
We will use skilled people, we will provide short-term training so that they would be suitable
for this business. We hope we will be able to give our customers high satisfaction with our
products and services. It is quite a new business idea in our country. So we have few
competitors in the market and this might help us to get enough market share.

Authorized Body & Rights

AG is planned to be a Partnership business. Our business will have paid-up capital of Taka
6000000 TK to be equally supplied by 6 owners.
They are:
1. Md. Anisur Rahman
2. Md. Saidur Rahman Mollah
3. Md. Mokhlesur Rahman Mamun
4. Md. Mokhlesur Rahman Mukul
5. Md. Ashraful Islam
6. Md. Faridul Islam

Md. Saidur Rahman Mollah will be the Chairman, Md. Anisur Rahman will be the Managing
Director and Md. Mokhlesur Rahman Mamun will be the Financial Analyst of the company for
the first five years. Md. Mokhlesur Rahman Mukul will be head of the Marketing department
because of her depth of knowledge, skills, expertise, and experience in that particular department.
Vision

We will provide the best quality, meticulously designed apartment garden for aesthetic value
aswell as decoration. It will add a layer of beauty and style to apartments. It will show your
choice and will carry your prestige.

Mission

 Introduce a new design for gardening.

 Provide eco-friend products.

 Pushing forward environmental awareness.

Objectives

 Exceed customer’s expectations.

 Increase the quality of our product as good as possible.

 Increase our customer number by 30% each year through the provision of extremely
quality products and superior service.
 Establish a sustainable business, living off its own cash flow.

 Introduce new species of trees and flowers to attract people.

Strategies

To maintain quality and to assure customers that our products are the best in the market, we
will make gardens with high-quality vases. We have plans to recycle vases to push
environmental awareness among the people. Moreover, it is expected that recycling would help
reduce the gardening cost.
The product and services
 Providing many species of plants.

 Different types of soil.

 Different aesthetic vases

 Decoration catalogs of apartment gardening.

 Pesticides

 Experts who can help to decorate.

 Home services.

 Information

The field of business

 Apartments.

 Corporate office.

 Industry.

 Banks.

 Large office buildings.

 Multinational companies.

 Shopping mall.

 Hotels.

 Hospitals.

 Educational institutions.
Business Environment and Market Analysis

Industry Background

This is a very lucrative industry. The market is growing rapidly. Previously, people were not
aware of the decoration and beauty of gardening in apartments. But, now, due to the change
infashion, people are very much aware of it. Garden-loving people now would like to have
agarden in apartments because of the shortage of land for normal gardening. We estimate
there isa market of 300,000 people for apartment gardening. But, there are only three
participantswho even could not manage to grab t h e attention of people due to improper
management, lowservice lack of proper promotional activities, etc. But we are strong in all of
those points. So, we see a huge potential market for us.

Competitive analysis

We have very few direct competitors in the Dhaka market. These competing businesses are:

 S.A.G
 Asian gardening.
 Dhaka gardening

Though these businesses have been started earlier than we did, they still could not create a
brand image. People still cannot rely on them for high-quality service and good after-sales
service. Moreover, most of their marketing strategies are not strong. So, they still could not
make people rush to buy their services. Here, we do have advantages. Our marketing head
Anika is very expert in this field of business. Since, she had a long experience abroad, her
expertise and skills will help us understand people’s demands well. She will be guided by
other members who have massive knowledge about local people’s demands, behavior, etc.
Market analysis
We conducted studies by appointing some of our employees from Research and Development
to gather primary information. To gather additional information, we gathered information as
well.

To carry out research work, we conducted a survey in a focus group, we asked the
following questions:

1. Do you think, the establishment of ‘Apartment Gardening’ will be able to customers’

attention? Since this is a new idea, would people have a positive approach to this business?
How do you see the future of the business?
2. Will the products and services provide the company with differentiation from others?

3. Who are the major customers of the business?

4. What should be the product price and service charge that will make the customers happy?

5. Is the market very competitive?

Feedbacks
1. Yes, they think the business concept is new and the business can be very lucrative and also
flourishing business. They also think people will be more attracted to it and the business will
expand in the future.
2. Yes, their opinions are that our services will be more differentiated from others. Basically,
the people who intend to garden, particularly housewives, and children whom alltime dwell
in the house and who have very little space for gardening outside their house.
3. Corporate offices, Industry, Banks, Large office buildings, Multinational companies,
Shoppingmalls, Hotels, Hospitals, and Educational institutions.
4. The service charges should be set in such a way so that they can be afforded by the customers
at the same time we will be able to make a reasonable profit.
5. Still the market is not very competitive; however, there is a possibility of new firms
entering the market. Thereby, the competition level may increase in the future.
Target market

The primary targets are business-to-business and business-to-consumer service for our
company we will be the residential buildings, large office buildings, and banks, commercial
buildings, big shopping complexes, garments buildings, big hospitals; basically specific areas
like Gulshan, Banani, Baridhara, Bashundhara, Uttara in Dhaka.

Target customers

There are two types of target customers.

1. Residential apartments.

2. Business firms.

We estimate that our business customers will comprise 80% residential apartments and 20%
by business firms. Among the residential customers, most are garden-loving people especially
housewives, children, apartment owners, and those who don’t have enough space to garden but
they want to give their apartments or firms a different and beautiful look and appearance with
gardening. We will provide them aesthetic garden by using our imported products. Developer
companies are also among our target customers because we would liketo make a contract
with them for the new apartments for gardening.

Why did we choose Dhaka?

Dhaka.

Dhaka houses around 24 million people. These people and their lifestyles are different with
respect to people living in other cities, people lead a busy life here. Though they have money
but have less scope of doing anything according to their choice.

Most of the houses in residential areas are apartment systems and people live in very congested
places elsewhere. Though most people love gardening, due to lack of space they arenot able to
make it happen. To solve the problem, we have come up with a new plan for gardening. Now
people don’t need extra space for gardening
Marketing Plan

For the best service, we will divide our customers into two categories:

1. Exclusive

2. General

Exclusive

We will give them exclusive and top service at their request anytime. For this category, the
service plan is different from the general category. For being rich they wish to have extra care
we will take that opportunity in our business.

General
In general areas, we will give them general service obviously the service they require.

Stuff will divide into two sections.

1. The first section will only work for the big organizational area like big offices, factories,
and cleaning work in general. They will have expertise in working for these big
businesses.
2. The second section will look after the lighter side of the cleaning work like non-contracted
service, day to day service in small offices, house buildings, and in shopping malls.
We will market our business through these Media

1. Web: We will create our own website to promote our services to the customers. All the
detailed information will be there about the company, service, values, promotions, and
contracts. Anyone will be allowed to visit our website. We will have a page on Facebook and
Twitter to let interested people have detailed information.

2. Direct Email: We give to support our customers via e-mail. Anyone who is interested
can send an email to info.ecoag@yahoo.com. We will provide all the information they need.

3. Telephone: Anyone having any inquiries can call us directly. Our operators operate 24/7
only for helping customers.

4. Leaflet: If any customer inquiries for us we will send our service leaflet to his address.

5. Inquiry: Any customer can have our service by information us we will come to the office
to investigate it and give the solution and cost detail of our service.

6. Promotion: Give the customer why they need our service and how we can give service.

7. Advertising: We give a short description of our company by advertising on television,

and in newspapers including with a contract address. To bring a prospect closer to a sale.

 To bring a long-time franchise.

 To bring consumption intention among users.
 To initiate a fast move toward a sale.
 To gain market support.
 To open distribution.
 To develop an image.

8. Hosting: we will host some events which regard environmental safety and gardening and
interior design.
SWOT Analysis.

Strength. Weakness.
 Effective management.  Inexperience operational systems.

 Special features of service.  Uncertainty of maximum profit.

 Raw materials are scrap products.  Lack of media coverage.

 Environment-friendly service.

 Number of interested people.

 Lower numbers of foreign species.

Opportunities. Threats.
 Few competitors.  The new entering companies.

 To be a market leader firm.  Unrest political situation.

 Government tax-free facility for new  Increasing prices of foreign species of

business. plants.

 Increasing numbers of apartments.  Changing customer’s desire.

 Low staff cost.

SWOT analysis is indicating the combination of market Strengths, Weaknesses of the

company, and opportunities. Threats of the competitors in the competitive market of the world.
Marketing Mix.
Product:
 Apartment gardening.
 Good quality
 Different tree species
 Unique structure of the garden
 Innovative design
Place:
 Marketing Centre: Bashundhara Gate.
 Manufacturer area: Bashundhara R/A.
 Main Office: Bashundhara R/A.
 Distribution Channel: Business to
Individual, business firms.
Price:
 Credit terms: service-based.
 Cost: (Depends on the product)
 Charge: Comparatively very low.
 Discount: 10% ( loyal customers)
 Allowance: For Channel members 5%
on service.
Promotion:
 Promotional Activities: Advertising,
sales promotion, Personal selling,
Discount offers.
 Advertising Media: Posters, Leaflets,
Billboard, and handbills.
 Delivery system: Based on customer’s
choice.
Segmentation

Our marketers will determine which segments offer the best opportunity for achieving
company objectives Customers can be a group on geographic, demographic, psychographic,
and behavioral factors.
AG Co. seeks to segment several types of Apartment Gardening services, provided in
residential areas. These are:

 Geographically: living in Dhaka and Chittagong

 Upper to middle-class people who have a high standard of living

 Psychologically our customers are garden lovers, elderly people, housewives, children,
etc.

Expected income.

Income or profit will mostly depend on how many services we can give in a year. We estimate
that we will have,

 60% of income i.e. 18,00,000+ from apartment houses, shopping mall

 30% of income i.e. 900,000+ from educational institutions especially universities

andinternational schools

 10% of income i.e. 3,00,000+ from a middle and small apartment, industries

Distribution Channel
Every product maintains some steps to distribute their products to final customers. It contains
four steps: manufacturer, retailer, wholesaler, and customer. But in our business, there is no
wholesale
Operational Plan

We will use the latest technologies and machines to obtain ECONOMIES OF SCALE so that
we can give service at the lowest price.

We will require this machinery

 Irrigation kit pipe 16mm, joiner, ender 100pc

 ½" full circle impact plastic sprinkler for watering garden 50 pc

 MANUAL SPRAY PUMP FOR GARDENING 50 PC

 GARDEN LEAF RAKE 50PC

 GARDEN HOSE PIPE BRAIDED HEAVY-DUTY HALF-INCH DIAMETER -15 METERS

100 PC

 Gardening tools pruning shears flower cutter 50pc

 KNAPSACK SPRAYER / SPRAY PUMP / MANUAL SPRAYER 40PC

 GARDENING WATER SPRAY GUN 3 METERS 100PC

 HEAVY DUTY BRAIDED HOSE WITH BRASS SPRAY GUN FOR CAR
WASH & GARDENIN15METERS
30 PC
 FALCON PREMIUM PRUNING SAW FS-333 10PC

 SHORT-HANDLED MACHETE FOR CUTTING BRANCHES (GARDEN TOOLS)5 PC

 POWERFUL ELECTRIC CHAINSAW 405MM (RUSSIAN TYPE) 10PC

 SEED GERMINATING & SPROUTING TRAY / GREENHOUSE TRAY (42 CELLS) [PACK
OF 5

TRAY] 200 PC

 AUTOMATIC GARDEN WATERING TIMER- OASIS FH-75 20PC

 PROFESSIONAL 2 IN 1 GRAFTING & CUTTING TOOL 10PC

 SNAKE CATCHER 160 CM ROUND 10 PC

 CUT-RESISTANT PREMIUM GLOVES FOR MULTIPLE PURPOSES WET / DRY USE.
100PAIRS

 5 PATTERN NOZZLE WATER SPRINKLER – FLORA 100PC

 2-pin digital moisture firewood damp meter tester for wood 10pc
Management Plan:

TOP MANAGEMENT

OFFICE MANAGER

ACCOUNTANT SALES

SUPERVISOR

CREW CREW CREW CREW CREW

LEADER LEADER LEADER LEADER LEADER

ASSISTANT ASSISTANT ASSISTANT ASSISTANT ASSISTANT

 Financial Analysis

FURNITURE AND FIXTURE

Sl. No Description Quantity Rate/Unit in Tk. Total Cost in

Tk.

1 Chair(Executive) 10 1000 10000

2 Chair(Normal) 20 500 10000

3 Tool 10 1500 15000

4 Table(Executive) 6 1000 6000

5 Table(Normal) 10 500 5000

6 Telephone 6 10000 60000

7 Computer 4 25000 100000

8 Printer 2 3000 6000

9 Wall Cabinet 10 4000 40000

10 File cabinet 10 6000 60000

11 Glass & Utensils 20000

Total 3,32,000
 WAGES & SALARIES

Designation No. of Salary Total Salary/ Total Salary/

Employee (each)
month year

Finance Manager 2 10,000 20,000 2,40,000

Marketing Manager 1 10,000 10000 120000

OperationManager 3 10,000 30,000 360000

Driver(vehicle) 4 8,000 32,000 384000

Gardener 2 4,000 8,000 96000

Guard 2 4,000 8,000 96000

Peon 2 4,000 8000 96000

Worker 20 4000 80000 960000

Total 36 52000 196000 23,52,000

 EST. COST OF THE
PROJECT

ITEMS AMOUNT IN TK

Building and other operational works 4,40,000

Furniture and Fixture 3,32,000

Transportation 2,40,000
Pre-Operating cost
10,000

Pre-Operating cost 20,000

Wages and Salaries(1 year) 23,58,000

Total Fixed Cost 15,00,000

Import Expenses 6,00,000

Scrap Recycle Cost 2,00,000

Other Marketing Cost 11,00,000

Total Cost of the Project 68,00,000

 CAPITAL STRUCTURE

Debt (proposed to venture capitalist) = 50%

Equity = 50%

Total capital= 100,00,000 TK

Contribution by each partner 10,00,000

Projected Income Statement

Description 2015 2016 2017 2018

Total Income (projected) 60,00,000 80,00,000 95,00,000 1,08,00,000

Building and other Operational 11,40,000 14,42,000 19,42,000 22,82,000

works
Transport and Vehicles 2,50,000 4,00,860 5,00,000 7,71,800

Furniture and Fixture 3,32,000 5,05,000 6,45,000 7,00,750

Wages & Salaries 2352000 25,50,000 27,70,000 30,00,000

Import Expenses 600000 900000 1200000 1350000

Tax 0 0 0 0

Net Profit 1326000 2202140 2443000 2695450

Risk Management Plan

We will do insurance in Delta Insurance Limited. They proposed to give us safety coverage in
return for 10,000 Tk per month.

Conclusion

Wrapping up, we see that people are nowadays becoming more aesthetically conscious and
environmentally aware. This type of people is increasing at a rapid rate. They want to beautify
their homes with any possible decoration. They want quality service within their affordability. In
this regard, there is a massive potential market for apartment gardening. Moreover, current
businesses are yet unable to grab consumers’ attention. We have better management, new, cutting
edge and a broad range of products, better after-sales service, and stronger strategies that are sure
to attain consumer’s attention. We can grab this opportunity to sell our product as well as grab
market share.