Mr. Hossain Mr.

Hossain
In Normal Days W h e n Wi f e s a y s t h e y h a v e t o c h a n g e t h e H o u

Group 4
 Mr. Hossain
When thinking of shifting their home

Group 4
Cleaning is so If we had a
Painful! garden in our
roof!

Mrs. Hossain

Group 4
 Solution for All The
Household Problems

Complete Home Shifting Services

including packaging, shifting, Gardening Assistance
painting, furniture setup etc.

House Cleaning Services Home Appliances Servicing

Miscellaneous Electrical Configuration

Group 4
 Demand Analysis
• Around 22,28,000 families living in Dhaka city (80% tenants & 20% house owners)
• 30-35% tenants shift their home per year.

Less than 20,000 15%

20,000 – 40,000 26%
• Income 40,000 – 60, 000 30%
classes 60,000 – 90,000 13% 59% = 345,150
90,000 - onwards 16%

• Pessimistically 25% cut off for safety zone ends up with 258,863

• 50-60% households want to decorate their houses and repair their home appliances in warranty.

Group 4
 Supply Analysis
Big Players in the Market
Competitors Description Market share

Sheba xyz • Started in 2016 30-35%

• Serving 72,000 households yearly

Handy mama • Launched in 2014 5-8%

• Serving around 10,000 households yearly

Local labors • Spreading specially in marketplaces 10-15%

• Covering 10-15% of total demand

Total Supply = Around 100,000 households

Group 4
Demand factors Supply factors

Number of families in Dhaka Number of competitors

Propensity to shift Availability of labors
Age of family members Cost of accessories
Income level Technological advancment
Incapability of finding labors
Occupation
Complexity of channel

Group 4
 Industry Feasibility
Factors Value Rating Score
Profitability 8-10% Favorable 4

Number of competitors Low Favorable 4

Unique benefits Few Slightly favorable 2

Market share of top players 40-45% Moderately favorable 3

Age young Moderately favorable 3

Growth rate Introduction stage Slightly favorable 2

Product type Good-to-have Moderately favorable 3

Group 4
 Organizational Feasibility
Promoters’ prowess

Background  Students of business school

Education  Under graduated
Industrial experience  NOT available
Ability to execute  Potential

Resource requirement

HR  labor, technicians, executives

Technology  Telephone, PC, pickup van, website
Financial  BDT3,000,000

Group 4
 Financial Feasibility
ICO Working capital

Trade license(legal) = BDT 5,000 Advances to labors = 30% of total payment

Advance for office rental = 500,000 Advances to transportations = 30% of total payment
Computer = 50,000
Website design & developing = 10,000
Cleaning accessories = 100,000 Fixed costs
Telephone = 3,000 Office rents
Initial advertisement = 1,000,000 Salary of executives
Pickup van = 1,000,000 Depreciation of vehicles

Variable costs
Labor
Technician’s fee
Gas/patrol for pickup vans
Fare of garage for pickup vans

Group 4
 Business Model Canvas
Key partners Value Key activities Customer segmentation
proposition
Pickup garage Home shifting, Geographic: 7 areas in Dhaka city
Nurseries Customization packaging Demographic: Income, family size religion
Local Low cost luxury Repairing appliances Psychographic: social class, lifestyle
technicians Cleaning Behavioral: Occasion, benefits, user status
labors Resources Gardening
miscellaneous Buyer persona
Executives
Channels Customer Income 40k – 60k 60k – 90k 90k - onwards
Pickup vans
relationship
Hotline number Computers Social status Lower Middle Upper middle
website Customer list Social media middle
Cash in hand marketing House owning tenants tenants Owners
Inbound marketing
Outbound marketing Service taken shifting Shifting, cleaning,
Website visiting cleaning gardening
Cost structure % of total 30% 13% 16%
households
Shifting – per labor cost on hour basis
pick-up van cost Revenue stream
Gardening – plant, flower, tops, mud cost
Cleaning – vacuum cleaner Service fee
labor cost Advertisement through website
Electrical – mechanical Renting pickup van when unused
transportation cost
Group 4
Forces factors rating score

Threats of new entrants

Porter’s Five
Economies on Scale
Forces Model
Moderate 3
Product Differentiation Unfavorable 1
Capital Requirement Least favorable 2
Government & Legal Barriers Unfavorable 1
Rivalry among existing firms Number of Competitors Moderate 3
Degree of Differentiation Least Favorable 2
Level of Fixed Cost Favorable 4

Bargaining power of suppliers Supplier Concentration Favorable 4

Switching Costs Favorable 4
Attractiveness of substitutes Least Favorable 2
Threat of Forward integration Favorable 4

Bargaining power buyers Buyer Group Concentration Favorable 4

Buyers’ Costs Least Favorable 2
Degree of Standardization of Suppliers’ Unfavorable 1
products
Threat of Backward Integration Favorable 4
Group 4
 Porter’s Five Forces Model
Force-1: Threat of New Entrance

Forces Factors Rating Score Average Score

Threats of new  Economies Moderate 3
entrants on Scale
 Product Unfavorable 1
Differentiati
on 1.75
 Capital Least favorable 2
Requireme
nt

 Governmen Unfavorable 1
t & Legal
Barriers

Group 4
 Porter’s Five Forces Model
Force-2: Rivalry Among Existing Firms

Forces Factors Rating Score Average Score

Rivalry among  Number of Moderate 3

existing firms Competitor
s
 Degree of Least 2
Differentiati Favorable 3
on
 Level of Favorable 4
Fixed Cost

Group 4
 Porter’s Five Forces Model
Force-3: Bargaining Power of Suppliers

Forces Factors Rating Score Average Score

Bargaining  Supplier Favorable 4
power of Concentrati
suppliers on Favorable 4
 Switching
Costs Least 2
 Attractiven Favorable 3.5
ess of 4
substitutes Favorable
 Threat of
Forward
integration

Group 4
 Porter’s Five Forces Model
Force-4: Bargaining Power of Buyers

Forces Factors Rating Score Average Score

Bargaining power  Buyer Group Favorable 4
buyers Concentration
 Buyers’ Costs Least 2
 Degree of Favorable
Standardization of 1
Suppliers’ products Unfavorable 2.75
 Threat of Backward
Integration 4
Favorable

Group 4
 Porter’s Five Forces Model
Force-5: Threat of Substitutes

Forces Factors Rating Score

Threat of Substitutes Moderate 3

Group 4