Sales Plan Edited

7/31/2019 Sales Plan Edited

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Table of Contents

Chapter One .................................................................................................................................................. 3

Introduction .................................................................................................................................................. 3

Chapter Two ................................................................................................... Error! Bookmark not defined.

Vision and Mission Statement ....................................................................... Error! Bookmark not defined.

2.1. Vision Statement ................................................................................. Error! Bookmark not defined.

2.2. Mission Statement .............................................................................. Error! Bookmark not defined.

Chapter Three ............................................................................................................................................... 5

Company Outlook ......................................................................................................................................... 5

3.1. Strengths ............................................................................................................................................ 5

3.2. Weaknesses ....................................................................................................................................... 5

3.3. Opportunities ..................................................................................................................................... 5

3.4. Threats ............................................................................................................................................... 5

Chapter Four ................................................................................................................................................. 6

Market Status ................................................................................................................................................ 6

4.1. Industry Analysis ................................................................................................................................ 6

4.1.1. Hotels and Conference Centers .................................................................................................. 6

4.1.2. Other Event Planners .................................................................................................................. 6

4.1.3. Employees or Persons wishing to do it themselves .................................................................... 7

4.2. Market Analysis .................................................................................................................................. 7

4.3. Key Success Factors in Industry ......................................................................................................... 7

4.4. Purchase Criteria ................................................................................................................................ 7

4.4.1. Pricing Attribute .......................................................................................................................... 7

4.4.2. Quality Attribute ......................................................................................................................... 8

4.4.3. Reliability ..................................................................................................................................... 8

4.4.4. Delivery ....................................................................................................................................... 8

4.5. Competition ....................................................................................................................................... 8

Chapter Five ................................................................................................................................................ 10

Objectives and Strategies ........................................................................................................................... 10

5.1. Competitive Strategies ..................................................................................................................... 10


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5.2. Market Segmentation ...................................................................................................................... 10

5.3. Private Organizations and Businesses.............................................................................................. 11

5.4. Public Organizations......................................................................................................................... 11

5.5. Age Breakdowns .............................................................................................................................. 11

5.6. Target Products/ Services ................................................................................................................ 12

5.6.1. Events ........................................................................................................................................ 12

Chapter Six .................................................................................................................................................. 17

Sales Plan .................................................................................................................................................... 17

6.1. Market Segmentation Forecasts ...................................................................................................... 17

6.2. Distribution ...................................................................................................................................... 17

Chapter Seven ............................................................................................................................................. 19

Organization of our Company ..................................................................................................................... 19

7.1. Administration ................................................................................................................................. 19

Chapter Eight .............................................................................................................................................. 21

Financial Plan .............................................................................................................................................. 21

8.1. Projected Profit and Loss ................................................................................................................. 22

8.2. Break-even Analysis ......................................................................................................................... 22


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Chapter One

Introduction

Al-Jannat is a small business designed to meet the needs of the ever changing social world.

Peshawar is the current home with plans to expand to branch offices within coming years.Al-

Jannat' staff of Five, with numerous contract vendors, plans events, writes event-planning

products, and trains area students in the art of event planning. Al-Jannat is invested in the

community it resides in.

Al-Jannat is, in part, the answer to demands of the social world, on the working family, heavily-

burdened office, out-of-town business, or special occasion in need of special recognition. As a

business, we understand the needs of public and private organizations. As parents and family

members, we understand the needs of setting special time apart from other events in our

lives.Al-Jannat strives to accomplish these goals, in Peshawar and eventually other major cities

of Pakistan.

Al-Jannat is established as a partnership firm with the intention of selling the business when it is

established to one of the employees invested in the vision of event planning. All aspects of the

business will be documented to ensure clients can count on the same results every time. It is

these documents that will become the basis of ownership.

Al-Jannat is, although young, draws from the age-old tradition of going above and beyond what

is expected, every time. Our systems for event planning have been drawn up, evaluated,

practiced, worked, and reworked to ensure the maximum efficiency while minimizing the

possibility of error. We employ local vendors who have the same desire to be the best at what

they do, while providing un-matchable services. Thus, we give back to the community by

providing jobs outside of our organization. We encourage new and upcoming small businesses


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that provide a service within our need base to step up to the challenge of being the best through

their contract withAl-Jannat.

Our products will serve the function of aiding those that cannot afford the cost of an event

planner. We wish to make our event planning tips available to those who need a helping

hand.Al-Jannat is a member of the community. Through event planning, Al-Jannat gets the

opportunity to laugh when the community laughs and cry when the community cries, to rejoice

when the community rejoices and to help put the pieces back together when things change or

begin to fall apart. We care about the things that have meaning in the lives of our community

members.


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Chapter Two

Company Outlook

2.1. Strengths

Following are the strength of our company

Specialized Event Consultant Very low Initial Cost Creativity Helps to develop the interpersonal Skills while working in a team Partners of business are all business students and specialized in Marketing Friendly Working Environment

2.2. Weaknesses

Inexperienced Partners Only for Specified Upper Middle or A Class because lower Class cannot afford Only Limited to Big cities we extend our business properly to small cities

2.3. Opportunities

Less barriers to entry Change in social environment Improving business trends

2.4. Threats

Increasing Competition Fights in parties Political Environment


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Chapter Three

Market Status

3.1. Industry Analysis

Al-Jannat is in a unique position of competition. We compete against hotels with conference

facilities, conference centers, other event planners both on the large and small scale, persons

within an organization who are assigned the task of organizing an event, and people who wish to

organize their own events without the benefit of assistance. The benefits and drawbacks of each

of our competitors as compared with the services we offer are hardly a match in quality and

price.

3.1.1. Hotels and Conference Centers

Strengths: On-site facilities, equipment, and support staff. Ability to transport and house

persons for overnight stays. Able to internalize costs of transportation and equipment.

Weakness: Often very expensive, impersonal, rely on unskilled labor for support staff.

The error rate is high due to high volume and traffic from other events happening at the

same time.

3.1.2. Other Event Planners

Strengths: Have been in the market longer, have established a reputation and client base.

Weakness: Reputation precedes them, no systems-based businesses designed to produce

consistent results; focus on smaller events, specialized events are main focused rather

than all events; do not have the supporting products to market with, or instead of, event

planning services.


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3.1.3. Employees or Persons wishing to do it themselves

Strengths: Internalized cost of planning the event; able to add tiny personalized touches

that have meaning within the group or family.

Weakness: Consumes time that could be spent on other things; don't have access to the

best prices, services, and other needed resources available.

3.2. Pricing Comparison

The prices of our services are very competitive. As a new business we are offering lower prices

up to 15% less than our competitors and providing the excellent services to meet the challenges

and market acceptability.

3.3. Key Success Factors in Industry

Our keys to success include the commitment to quality by every person who is part of the team.

Each of us will be responsible to push ourselves to a higher level of professionalism in three

areas:

Consistent, accurate fulfillment of the client's wishes. Competitive pricing for the quality of services offered. Significant profit made on each event planned.

3.4. Purchase Criteria

The procurement personnel make agreements with vendors on the following basis:

1) Pricing Attribute2) Quality Attribute3) Reliability4) Delivery

3.4.1. Pricing Attribute

Whenever make purchase agreements this factor is, especially, considered more important

whether prices are High/Low or Under Pricing/Over Pricing by the vendors according to the

market rates.


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3.4.2. Quality Attribute

The quality is another factor which cannot be ignored. Al-Jannat define standards of quality that

do not compromise to purchase anything which is sub standard.

3.4.3. Reliability

The company assess whether vendor is reliable in giving desired level of output on time. The

credibility and reliability considered as important as other attributes.

3.4.4. Delivery

The delivery time of the goods from vendor also considered important and according to that

processing time orders are placed. The availability of parts for on time delivery is most important

factor.

The weight age given for the vendor selection is

Quality 30% Cost 30% Delivery 20% Reliability 20%

3.5. Competition

We have discussed our client base as being predominately middle to upper-middle class

individuals, couples or families, public and private organizations. We must then look at the needs

of these markets and cater to them. We promise to deliver the same great results, every time to

our valued customers.

Following are the major competitors of our business:

Occasions (Hanif Khan's Event Organizer)1st floor, Bilour Plaza Peshawar Cantt, Peshawar, Pakistan


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Clever Workshop (Event Planner and Decorator)Park Avenue University Town Peshawar, Pakistan

Media GurusJawad Plaza University Road, Peshawar, Pakistan

Sagar Event PlannersOpposite Faqir Abad Tanna, Charsadda Road, Peshawar

Green Shadi HallPeshawar Cantt, Pakistan

Ali-Baba Wedding & Event PlannerGul Bahar No 4, Peshawar, Pakistan
http://maps.google.com/maps/place?cid=9233870748487864685&q=event+planner+in+islamabad&hl=en&gl=pk&ved=0CGwQ-gswAg&sa=X&ei=J6TUTubpONex_Qat64W6AQhttp://maps.google.com/maps/place?cid=483526810973982222&q=event+planner+in+islamabad&hl=en&gl=pk&ved=0CJwBEPoLMAg&sa=X&ei=J6TUTubpONex_Qat64W6AQhttp://maps.google.com/maps/place?cid=483526810973982222&q=event+planner+in+islamabad&hl=en&gl=pk&ved=0CJwBEPoLMAg&sa=X&ei=J6TUTubpONex_Qat64W6AQhttp://maps.google.com/maps/place?cid=9233870748487864685&q=event+planner+in+islamabad&hl=en&gl=pk&ved=0CGwQ-gswAg&sa=X&ei=J6TUTubpONex_Qat64W6AQ


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Chapter Four

Objectives and Strategies

Al-Jannat is a small business aimed at the big time. In order to reach its lofty goals, Al-Jannat

must focus on the mission behind the vision. It takes all the employees, owners, founders, and

vendors daily living the vision that Al-Jannat represents. The vision manifests itself in three

ways:

Be one of the top event planning specialists in Peshawar. Justly compensate the employees, owners, and founders ofThe Conventioners. Produce the same quality results, every time.

4.1. Competitive Strategies

We will follow the differentiation strategy seeks to build customer loyalty by positioning our

services in unique and different in fashion. Our organization can improve its service

performance; reduce the customer cost. It has a potential to differentiate.

We follow focus strategy in which our organization selects one or more market segments

identifies customers special needs, wants, interest and approaches them with a good service

designed to excel in meeting those needs wants and interest.

We have ability to identify the changing needs of our target customers group and to develop the

skills required to serve them.

4.2. Market Segmentation

The breakdown of the market for event planning falls in a wide, very diverse grouping.

Individuals as well as organizations demand the services we provide. In order to provide the


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greatest depth of information, the market segments have been broken down into private and

public organizations, and age groups. Each group will be targeted with a focus strategy mainly

focusing on the customer preferences, tastes and other environmental aspects.

4.3. Private Organizations and Businesses

Private organizations make up the single largest portion of Al-Jannat client base. Private

organizations such as businesses, corporations, and political parties host the most events on the

largest scales; therefore, these events generate larger revenues per event. The majority of larger

scale holiday functions falls under this segment.

4.4. Public Organizations

Government agencies host many events every year. Al-Jannat hopes to alleviate the pressure of

event planning for public employees. The second single largest segment, the public sector, can

save money and give back to its community at the same time. These events are moderate in scale

with middle to low revenues generated. Emphasis is placed on the visibility of the event for

public viewing. The majority of organizational family functions will fall under this segment.

4.5. Age Breakdowns

Under 24: Persons under the age of twenty-four (24) using an event planner are rare at best. We

hope to tap the early college graduates who have begun their professional careers but have not

yet started their families. These events will focus mainly on themes with moderate to high energy

appeal. The revenues generated will range from moderate to high, depending on the event. The

majority of weddings will fall into this segment.

Ages 25-55: The persons that fall into this age group are employed, middle to upper-middle class

families. The reason they choose event planners is they are too busy to do it themselves.


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Therefore, Occasions will be on hand for questions, contact will be moderate in length but occur

regularly so as not to disturb the daily life of the families. These events will generate moderate

revenues, with a few generating low revenues. The majority of special occasion planning will

occur in this market segment.

Ages 56 and above: Persons over the age of 55 have reached the turning point of life. Many are

retiring, others are celebrating anniversaries of significant years, and still others are seeing that

their children's special events are taken care of. These events will generate moderate to high

revenues depending upon the income level of the family (direct correlation to social status). Most

holiday parties, and other special occasions, such as wedding receptions and reunions, will occur

in this market segment.

4.6. Target Products/ Services

Although Al-Jannat is primarily a service business, we also offer products to aid our customers

in planning the event themselves. The followingproducts are tools used inside our operation for

the best possible results:

4.6.1. Events

A well-orchestrated event requires excellent organization, creativity, access to resources and

attention to a myriad of small details that can make or break an event. Al-Jannat strives for

perfection as we manage all logistical aspects of your event with integrity, experience and a

willingness to provide the best service possible.

Hiring a professional event planner can be a wise investment. You will:


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Save valuable time because the planner does much of the work for you. Planners canaccomplish a great deal relatively quickly because of their past experience with similar

events and access to resources you might need.

Be relieved of stress as the burden of calls and visits to take care of countless details areexpertly handled by a professional planner.

Be more organized. The event will run more smoothly if your planner coordinatestimetables, communicates with vendors and handles any roadblocks that arise before or

on the day of your event.

Save money because experienced event planners know which vendors provide qualityservices at the best prices and they can assist you in making a budget for your event and

sticking to it.

Be a guest at your own party or event. The greatest drawback to hosting any event is theinability to enjoy it because you are working so hard to make sure everyone else is

having a great experience. An event planner will allow you to relax and enjoy the

moment knowing that the details are being handled by a professional.

So consider how important your upcoming event is to you, your family, your business or your

organization. Consider the hours and the money that you will need to devote to make this event

as unique and well-run as you envision it. Consider whether you have the time and the expertise

to pull it off smoothly while still enjoying the experience yourself. Then consider how Al-Jannat

can help make your dream event come true.


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a) Wedding EventsYou may have been dreaming about your wedding day since childhood. You want every detail to

be perfect and most of all you want to enjoy every moment of this most special of all days. Then

you realize that most weddings require 100 to 200 hours of planning and the weeks immediately

before the wedding are usually hectic and stress-filled for the bride, the groom and their families.

How can that translate into a dream wedding?

Whether you are planning a small, intimate wedding or a lavish affair with hundreds of

guests,Al-Jannat can take the burden of the planning and coordination of the wedding off your

shoulders. From helping you to envision the theme or design for your wedding to cleaning up

after the reception, we will be with you every step of the way. Throughout the planning process,

we will act as your personal researcher, your spokesperson and your troubleshooter.

Al-Jannat offers:

o Full Wedding Coordinationo Partial Wedding Coordinationo Day of Wedding Coordination

We can also offer a la carte services on an hourly basis, so we can customize our services to your

specific needs and desires.

Let Al-Jannat help you to create a distinctive and beautiful wedding that will delight you and

everyone you care for.

b) Social events


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Make the special occasions of your life truly memorable by engaging Al-Jannat to plan,

coordinate, support and execute your special event. We can assist you to create a well-staged

event for youre:

Retirement party Birthday bash Graduation celebration Holiday party Family or class reunion Engagement party Private dinner party for a few intimate friends

From sophisticated to whimsical, large event or small, Al-Jannat will customize the planning of

your special occasion to suit your budget and your aspirations. Perfecting the art of entertaining

is our joy and our responsibility, allowing you to experience the moment to its fullest.

c) Corporate EventsAl-Jannat can provide invaluable assistance for your business as you conceptualize, organize

and market your next special event. The success of your event can impact how you are perceived

by your clients, your employees and the larger community. Think of the dollars spent on a

special event for your business as an investment in your company.Al-Jannat will work within

your budget to orchestrate an event that reflects positively on your business and that you and

your co-workers will be proud of.

We will apply our skills and resources to your event and you will benefit from the many positive

relationships with vendors and the media that we have developed over the years. Whether you


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are planning to sponsor a convention, an educational seminar, an awards ceremony, a benefit for

charity or a spectacular party for your employees or clients, let Al-Jannat develop a plan to

ensure that every aspect of your event is picture perfect.

d) Charity EventsWith over 20 years of experience and achievement in the coordination of events for nonprofit

organizations, the owner ofAl-Jannat is perfectly equipped to assist you in making your

charitable event a spectacular success. She has a special place in her heart for worthy causes and

she particularly enjoys working with teams of enthusiastic volunteers.

Fundraising is especially challenging in todays business climate due to the challenges of the

current economy and fierce competition for charitable dollars. Your event needs to be well

publicized, well organized and supported by generous sponsors to stand out from the myriad of

other events vying for the publics attention.

Moreover, you want your event to be a unique, fun-filled and personally satisfying experience

for everyone who participates whether they are a volunteer, a donor or a customer. Whether you

are a charity, a school, a church or another nonprofit organization Al-Jannat would like the

privilege of helping you to make your next event both profitable and impressive.


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Chapter Five

Sales Plan

5.1. Market Segmentation Forecasts

During sales forecast, we have analyze the market trends of Peshawar and then on the basis of

these trends we have forecasts the sales in each segment present in the market. It is only forecasts

which are estimates and the original sales can be following below or above the estimates.

Market Segments (Sales) 1st

Year 2nd

Year

1) Private Organizations andBusinesses

9450000 11434000

2) Public Organizations 525000 634000

5.2. Distribution

Our target markets are middle to upper-middle class families, couples, individuals, or private and

public organizations. We chose these groups because they are most able to afford event planners,

and have the least amount of time to spare for event planning in general. Families demand

attention, employees are overburdened, and overwhelming detail needed to plan large events are

too large a constraint to place on people not trained in the area of event planning.

The fast pace of the world we live in leaves little time for extra things we would like to do, like

plan events, parties, and social get-togethers.Al-Jannat fills the need by being available to take

on the burden of planning so that people can spend time on more important things, like family


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and friends. The demand for this service can only increase considering the rise in incomes,

population, and need for interpersonal relations in the workplace.

When marketing to individuals, the idea of releasing them from the task, freeing their time for

family and friends, and the promise of a worry-free event are the buzz words and concepts. Our

marketing is predominantly by word of mouth or visual connection to large events these

individuals have participated in or worked at.

When marketing to public or private organizations, the idea of greater efficiency for the money

and a professional event without error would be the key concept. Groups, especially large ones,

do not wish to deal with problems that arise due to oversight on their part. If the guarantee of

worry-free, error-free events is available at a cost benefit to them, there really appears to be no

better choice.


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Chapter Six

Organization of our Company

6.1. Administration

The management team withinAl-Jannat will be small in the beginning. The primary employees

are the founder, who plans events, then contracts with caterers, decorators, disc jockeys, and

bands to fill out the event. A contract labor site manager will be on hand to work the events as a

liaison and vendor coordinator. Thus, there are 5 main employees with various levels of vendors.

WhenAl-Jannat reaches its expansion goals, each office will have one to two event planners, an

office assistant, two to three site managers for the events, and a product and marketing specialist.

This team will function as one with constant communication through weekly staff meetings,

email, and message boards. All jobs are interrelated. The performance of one affects the

performance of the others; therefore, each team member expects nothing but the best from each

other.

Event

Cocoordinat

or

EntertainmentDirector

Facilitiessupplier

SecuritySafety

VenueManagement

SoundCompany

CateringCompany


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Fig: Organizational Structure ofThe Conventioners

As it functions currently, we see no gaps in the management of this organization. ShouldAl-

Jannat grow beyond its estimated size; more positions in specialized areas will need to be added

as well as additional site support and office assistance. To fill these positions, Al-Jannat is

looking for energetic, teachable, detail-oriented persons who want the potential to grow and

improve their skills within the organization.Al-Jannat want to be the best; therefore, they will

hire those who want to succeed.


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Chapter Seven

Financial Plan

Service-based businesses require little funds to start-up, and as they grow and expand, less funds

to maintain. The financial plan givesAl-Jannat a quicker break-even point and increased profit

margins from the start. AsAl-Jannat grows, the debt-free philosophy will be maintained until it

is impossible to function during growth periods without financial assistance.

It is the wish of the founders to remain a debt-free establishment. However, recognizing that in

reality not all variables are controllable, outside financing is a viable option. Both founders own

homes and have a perfect credit rating.

The break-even point forAl-Jannat is based on the assumption that we will produce 6 events per

month in the initial year and the chargers vary with the kind of event. In the current situation, we

average more than this assumption for our public and private organization events. These

currently make up 4 of the 6 average events hosted per month.


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7.1. Projected Profit and Loss

Year 1 Year 2 Year 3Sales 5314900 694,6700 854,7790

Direct Cost of Sales 41,8720 58,507 64,299

Other Costs of Sales 196 203 221

Total Cost of Sales 42,068 58,710 64,520

Gross Margin 311,081 435,960 490,259

Gross Margin % 88.09% 88.13% 88.37%

Expenses

Payroll 56,044 63,310 66,560

Sales & Marketing & Other Expenses 146,013 68,400 73,400

Depreciation 0 0 0

Leased Equipment 0 0 0

Utilities 5160 7500 8000

Rent 480000 600000 720000

Payroll Taxes 0 0 0

Other 0 0 0

Total Operating Expenses 204,277 135,010 143,560

Profit Before Interest and Taxes 106,804 200,950 346,699

EBIT 106,804 300,950 346,699

Interest Expense 406 279 362

Taxes Incurred 25,535 72,161 83,121

Net Profit 80,8620 1685100 223,21600

Net Profit/Sales 22.90% 46.19% 60.45%

7.2. Break-even Analysis

The break-even point will appear more rapidly for Al-Jannat than for other types of home-based

businesses. Start-up costs are limited to minimal equipment, there is little staff to pay in the

beginning, and contracted companies will handle any additional equipment required for the

planned events.


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The break-even point forAl-Jannat is based on the assumption that we will produce 6 events per

month in the initial year and the chargers vary with the kind of event. In the current situation, we

average more than this assumption for our public and private organization events. These

currently make up 4 of the 6 average events hosted per month.

Documents

Sales Plan Edited