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Table of Contents
EXECUTIVE SUMMERY: ................................................................................................................................. 3
MISSION STATEMENT: .............................................................................................................................. 3
VISION STATEMENT: ................................................................................................................................. 3
INTRODUCTION: ............................................................................................................................................ 3
PRODUCT AND COMPANY NAME: ................................................................................................................ 4
PRODUCT DEFINATION: ............................................................................................................................ 4
LOGO: ........................................................................................................................................................ 5
SOLOGAN: ................................................................................................................................................. 5
INTELLECTUAL PROPERT RIGHTS: ................................................................................................................. 5
PATENT: ..................................................................................................................................................... 5
TRADEMARK: ............................................................................................................................................. 5
MARKETING RESEARCH: ................................................................................................................................ 6
TARGET MARKET: ...................................................................................................................................... 6
POTENTIAL CUTOMERS: ............................................................................................................................ 6
MARKETING PLAN: ........................................................................................................................................ 7
SWOT ANALYSIS: ....................................................................................................................................... 7
STRENGHTS: .......................................................................................................................................... 7
WEAKNESSES: ........................................................................................................................................ 7
THREATS: ............................................................................................................................................... 7
OPPORTUNITIES: ................................................................................................................................... 7
COMPETITORS: .............................................................................................................................................. 8
MARKETING MIX STRATEGY: ......................................................................................................................... 8
PRODUCT: ................................................................................................................................................. 8
FUNCTIONAL PURPOSE: ........................................................................................................................ 8
PSYCHOLOGICAL PURPOSES: ................................................................................................................ 8
PLACE: ....................................................................................................................................................... 8
PROMOTION: ............................................................................................................................................ 8
PRICE: ........................................................................................................................................................ 9
COST: ............................................................................................................................................................. 9
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TOTAL PRICE PER PRODUCT: ......................................................................................................................... 9
SALES: ........................................................................................................................................................ 9
FINANCIAL PLAN: ........................................................................................................................................ 11
INVESTMENTS: ........................................................................................................................................ 11
CASH AND INVESTMENT ANALYSIS: ........................................................................................................ 12
INCOME STATEMENT FOR 1ST
YEAR: ....................................................................................................... 13
BALANCE SHEET FOR 1ST
YEAR: ............................................................................................................... 14
CASH FLOW STATEMENT FOR 1ST
YEAR: ................................................................................................. 15
INCOME STATEMENT FOR YEAR 2 & 3: ................................................................................................... 16
BALANCE SHEET FOR YEAR 2 & 3: ........................................................................................................... 16
CASHFLOW FOR YEAR 2 & 3: ................................................................................................................... 18
BREAK-EVEN ANALYSIS: .......................................................................................................................... 19
ORGANIZATION TEAM BREAKDOWN: ......................................................................................................... 19
PROFILE: .................................................................................................................................................. 19
CONCLUSION: .............................................................................................................................................. 20
REFERANCE MATERIAL. ............................................................................................................................... 21
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EXECUTIVE SUMMERY:
Pakistan is facing big energy crises in today’s world. Pakistan is excruciating enough without
the added joy of 20 hours of power cuts a day. It was a reaction to electricity shortages that
had plunged parts of the country into darkness and scorching heat. At one point the gap
between supply and demand hit 7,500 megawatts (MW), or nearly 40% of national demand.
Meanwhile, several private power producers had to halt or slash production because the
state-run power purchasing company hadn't paid them. They had not been able, because the
biggest consumers (especially provincial and federal governments) had not paid their own
electricity bills. The bills that were paid are not enough to cover the cost of generation.
Our business plan is much related to the electricity shortage. We have developed a product
name “SUN LAMP”, to provide a light utilizing solar energy. This product is developed
keeping in view the climate of Pakistan. The weather in Pakistan is almost sunnythroughout the year. So this product can easily work in this region or our selected target
market. Our product is cheap and affordable, with a good usable life time. The lamp
phenomena works on refraction of light source that does not depend on an electrical
connection. As an example of the physical phenomena responsible for this lighting
technology, the brilliance and “fire” of diamonds are caused by light r efracting and reflecting
throughout the crystal.
MISSION STATEMENT:
To provide cheap, energy-efficient lighting technology being supplied to those who need itmost!
To meet the expectations of our customer and provide them with best is our most prior
priority.
VISION STATEMENT:
Providing the brilliant, with least resources in developing countries
INTRODUCTION:Underdevopled countries like Pakistan is facing lot of energy crises present time. This
shortage is creating disturbance in the economic and as well as environmental condition of
the country. Keeping in view we have developed a cheap product, which can provide light
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using solar energy and phenomena of refraction of sunlight. We have named our product as
“SUNLAMP”.
PRODUCT AND COMPANY NAME:
We have named our company as “Zonlicht”. It is a Dutch word meaning sun. Basically our
product mechanism revolves around solar energy utilization that is why we have named our
company as Zonlicth and product as SUNLAMP.
PRODUCT DEFINATION:
Our product contains following few things;
A clear plastic bottle
Distilled or purified water
Chlorine
Sealing caps
The cheap, solar-powered bulbs are actually just clear plastic soda bottles filled with a
mixture of purified water and chlorine or bleach which is commonly used in household
cleaning products. Each bottle is then inserted halfway into a hole made on the roof of a
house, and sealant is applied to prevent leaks and the end result gives the impression of a
small, plastic chimney. The bulb gives off light equivalent to a 55-watt electric lamp as thewater inside the bottle refracts sunlight and other exterior light.
During the daytime sun rays stream into the water bottle, bending (refracting) and internally
reflecting to produce a bright light source that does not depend on an electrical connection.
Good sunlight refraction and reflection depend upon a clear water medium, just as a
diamond’s brilliance depends on its clarity. Chlorine bleach plays the role of destroying the
microorganisms that could proliferate inside the bottles, reducing the clarity of the water. As
for maintenance, water and bleach must be replaced, but only every five years. It is not clear
how long the beverage bottles hold up in this role (caps are protected from cracking withsealant), but replacing them should not be too great a hurdle.
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LOGO:
Our logo is sun.
SOLOGAN:
Our company sologan is;
SAVE THE ENERGY, SAVE THE WORLD
INTELLECTUAL PROPERT RIGHTS:
We have done a detailed patent research related to our product on; www.ipo.pk. There was
not a single product which can cause threat to our business, so it was save to start our
business.
http://ipo.gov.pk/Contents/SearchResults.aspx?keyword=solar%20cholarine%20water%20la
mp
PATENT:Now the next step is to go for acquiring patents for our product. Utility patent would be the
best, to provide protection to our product from being copied. The main objective is getting
our mixture formula to get patented. Because it is the main ingredient of our product.
TRADEMARK:
We will use our logo of sun as our trademark for advertising and expanding our business
further.
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MARKETING RESEARCH:
We begin our marketing plan by marketing research:
We begin our market research by analyzing the situation of our country and our product
type. We see that Pakistan is facing a lot of electricity shortage and our product is somehow
meeting this shortage of demand by providing them with light without any electricity
connection.
Next step was to whether our product will be suitable for this country or not, or our targeted
area. We see that Pakistan faces sun all around almost 365 years. So we see that our product
will be really suitable for this area.
TARGET MARKET:
We see that our product will only run in sunny areas. If we take Pakistan, we see that except
NWFP all other 3 provinces are hot and dry, with sunny evenings almost the year. We see
that whole country suffers the shortage of electricity. But if go and sell this product in high
status society, they have other best alternatives too, like generator or UPS.
Our product is cheap, and for those who cannot afford expensive alternatives. So our target
market would be villages or other slow status areas.
Other than this, this product can also be used in refugees system. Like back in 2005, October
Pakistan faced a big loss of destruction due to earthquake. At that time there was no
electricity for the refugee’s camps, like other necessary items. So this product can also beuseful in this kind of situations.
POTENTIAL CUTOMERS:
We calculated our potential customers by adapting following technique. We see that
Pakistan has a total population of 190,291,129 (est.). We are not covering whole Pakistan in
our first attempt. So we are targeting only Punjab and Sindh for time being. Total population
of Punjab is 91,379,615 and that of Sindh is 35,764,539. According to demographic statistic
index of Pakistan, we researched and calculated that there are 75,000 types of houses which
are capable and in need of our product. Similarly by adopting same technique we found out
that there are 50,000 houses in Sindh which can utilize our product.
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Name: Punjab Sindh Total potential
customer
Total population 91,379,615 35,764,539 Nil
Total households
which can use ourproduct
75,000 50,000 125000
MARKETING PLAN:
We begin our marketing plan, by SWOT analysis.
SWOT ANALYSIS:
We have done SWOT analysis for deeper market analysis. Which is as follow;
STRENGHTS:
o We are creating monopoly, in Pakistani as well as in our target market. There is no
exact competitor of our product that is good for our sales.
o Our product is a cost effective product. This will provide us with more revenue.
o The condition of the Pakistan with electricity shortage is creating favorable situation
for our product sales.
WEAKNESSES:
o The design of the product is not mature yet, it has to be developed more.
o There is a probability that the formula can easily be copied.
o Product may not work in cloudy weather.
THREATS:
o Open barriers for competitors to develop a related or more mature product than ours.
OPPORTUNITIES:
o More chances of expanding our business to India, Bangladesh or other neighboring
countries. Because all these countries are facing somehow similar situation like
Pakistan.o High profit margin.
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COMPETITORS:
There are no direct competitors of our product in the market. We are creating monopoly for
time being. But if we go for deeper analysis we see that candle or gas lamp are providing
same facilities as our product is giving. But both products have problems. One has to buy
candle more or often after its usage. Similarly like electricity shortage, Pakistan is also facingshortage of Sue Gas. So gas lamps are not that use full. Other than this our target market is
mostly the villages, where there is frequently gas available. Mostly people uses wood or coal
as a fuel or burning purposes.
MARKETING MIX STRATEGY:
For our product sales we have to adopt different market strategies with our limited financial
resources.
PRODUCT:
In order to meet energy crises and electricity less area’s need we have launched chlorine
charged lumini. The product’s basic purpose is to fulfill the needs of those areas which are
without electricity.
FUNCTIONAL PURPOSE:
Provide electricity by placing chlorine in distilled water under sun. Sunrays charged
the chlorine by following the phenomena of refraction of light, which will produce
light or lamination.
Used for both indoor and outdoor purposes.
PSYCHOLOGICAL PURPOSES:
Provided sense of satisfaction by utilizing light of chlorine charged lumini.
PLACE:
Our SUNLAMP targeted audience is villagers of Punjab and Sindh. Mainly those areas which
are without electricity. After successful launch, we will think of targeting other areas too.
PROMOTION:
As our target audience is villagers. So we have to be very selective in our medium of our
promotions. Promotions are done through;
o FM and AM radio
o Broachers and pamphlets
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o Through PTCL (if facility available)
o Through campaigns by means of Panchait system.
PRICE:
WAs our main focus is on low price strategy in order to achieve economies of scale, which is
to fulfill customer needs at lowest and affordable prices.
COST:
We have calculated the cost per bottle by following method;
We are getting the cost of 540/- Rs per bottle.
TOTAL PRICE PER PRODUCT:
We are aiming to sell per bottle at the price of rupees 1500/- each. Eliminating the cost we
are getting a profit of rupees 960/- each bottle. Means 64% profit on each bottle.
SALES:
We are dividing our selling of product into 3 rounds. We are assuming that 35 percent of customers will buy the product in 1 st year, 40 percent in the 2nd year and 25 percent in3rd
year.
cost per bottle
other utilities
total 540/-
50/-
100/-
name
chlorine
distilled water
plastic bottle
sealer
promotional expense
wages
administration tools
40/-
25/-
20/-
5/-
100/-
200/-
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Now we have calculated total potential customers to be 679364. We are not sure that all of
these customers will buy Total sales. We assume that in 1st year there would be 35% of total
buying customer from above value, in 2nd year there would be 40% and in 3 rd year there
would be 25% of buying customers.
We have calculated total sales for 3years as follow;
1) For 1st year we have estimated that 35% customer will buy our product, than our sales
in 1st year would be 65,625,000.
2) For the 2nd year total customers are 40%, so our sales would be 75,000,000.
3) And for 3rd year the sales would be 46,875,000.
0%
5%
10%
15%
20%
25%
30%
35%
40%
year 1 year 2 year 3
35%
40%
25%
sales
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FINANCIAL PLAN:
We begin our financial plan by investments;
INVESTMENTS:
We need 25 million rupees to start our business. We are 5 partners in this business plan.
Each partner is investing 4 million rupees in start. We are getting remaining 5 million rupees
by financing at the rate of 25 % interest annually.
65,625,000
75,000,000
46,875,000
Sales
1st year
2nd year
3rd year
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This investment is for 1st year.
CASH AND INVESTMENT ANALYSIS:
Total cash in 1st year=21912500
Liability payable=6250000
Remaining profit=15662500
Profit sharing in 1st year= remaining profit/5=3132500 per share
Reinvestment needed for 2nd year= 4,000,000 per share
Financing for 2nd year= 7,000,000 at the rate of 25% interest
Total cash after 2nd year=25100000
Liability payable=8750000
Remaining profit=16350000
Profit sharing= remaining profit/5=3270000
Reinvestment needed for 3rd year= 2,575,000 per share
Financing for 3rd year=4,000,000 @25% interest
4,000,000
4,000,000
4,000,0004,000,000
4,000,000
5,000,000
Investment
Ayesha
Rida
Imran
Momin
Numan
financing
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Total cash in the end of 3rd year=15537500
Liability payable=5,000,000
Remaining profit=10537500
Profit per share in the end of project=2,107,500
INCOME STATEMENT FOR 1ST YEAR:
Zonlicht Pvt, Ltd
Income statement
December, 31st 2012
Particular year 1
Sales 65625000
Cost of Goods 23625000
Gross Profit 42000000
Less operating
Salaries 300000
Repair and maintenance 8750000
Advertising 4375000
Bad Debt 0
rent 100000
utilities 4375000
off equip 2187500
Net Profit Before Taxes 21912500
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BALANCE SHEET FOR 1ST YEAR:
Zonlicht Pvt, Ltd
Balance Sheet
December, 31st 2012
ASSETS LAIBILITIES
Current Assets
Cash 21912500 paid in capital 6250000
Fixed Assets 0 owners’ equity 17850000
Office
Equipment
2187500
Total Assets 24100000 Total liabilities & equity 24100000
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CASH FLOW STATEMENT FOR 1ST YEAR:
Zonlicht Pvt ,Ltd
Cash flow Statement
December, 31st 2012
Outflow of Cash
Particulars yearly
Office rent 100000
Salaries 300000
Bills 500000
Material Cost(total cost) 23625000
Equipment 2187500
Advertisement 4375000
TOTAL 31087500
Inflow of Cash
Revenues:
Wallet Sales(units sold) 43750
Total Price 65625000
TOTAL 65625000
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INCOME STATEMENT FOR YEAR 2 & 3:
Zonlicht Pvt, Ltd
Income statement
December, 31st 2013-2014
Particulars Year2 Year3
Sales 75000000 46875000
Cost of Goods 27000000 16875000Gross Profit 48000000 30000000
Less
Salaries 300000 300000
Repair and maintenance 10000000 6250000
Advertising 5000000 3125000
Bad Debt 0 0
Rent 100000 100000
Utilities 5000000 3125000
off equip 2500000 1562500
Net Profit Before Taxes 25100000 15537500
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BALANCE SHEET FOR 2ND AND 3RD YEAR:
Zonlicht Pvt, Ltd
Balance sheet
December, 31st 2013-2014
ASSETS
LAIBILITIES
Current Assets
Year 2 Year 3 Year2 Year3
Cash 25100000 15537500 paid in capital 8750000 6250000
Fixed Assets 0 0 owners’ equity 18850000 17850000
Office
Equipment
2500000 1562500
Total Assets 27600000 17100000 Total liabilities & equity 27600000 24100000
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CASHFLOW FOR YEAR 2 & 3:
Zonlicht Pvt, Ltd
Cash flow statement
December, 31st 2013-2014
Outflow of Cash
Particulars Year 2 Year 3
Office rent 100,000 100,000
Salaries 300,000 300,000
Bills 500,000 500,000
Material Cost(total cost) 27,000,000 16,875,000
Equipment 2,500,000
1,562,500
Advertisement 5,000,000
3,125,000
TOTAL 35,400,000 22,462,500
Inflow of Cash
Revenues:
Wallet Sales(units sold) 50,000 31250
Total Price 75,000,000 46,875,000
TOTAL 75,000,000 46,875,000
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BREAK-EVEN ANALYSIS:
Breakeven is a situation, when our investment is equal to our return. A point where there is
no profit no loss. By analyzing the values from income statement, we see that we are gaining
profit in every year. By seeing our return values, we are forecasting our break-even analysis
of 1st and 3rd year to be after 6 months, and for 2nd year to be 9 months.
ORGANIZATION TEAM BREAKDOWN:
PROFILE:
1. Miss Ayesha Farooq
2. Miss Rida Najaf
3. Mr Momin Khan
4. Mr Imran Masud
5. Mr Numan Arif
12 12 12
6
9
6
0
2
4
6
8
10
12
14
year 1 year 2 year 3
investment time period
breakeven analysis
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As we have invested equal amount in starting up of our business. So we all five members will
act as a board of directors. Through our mutual coordination and elections we will select one
Chief Executive for one year. So we have selected Mr Numan Arif as our 1 st chief executive.
o Miss Ayesha Farooq will work as Finance Manager.
o Miss Rida najaf will work as a Marketing Manager.
o Mr Imran Mirza will work as HRM Manager.
o Mr Momin Khan will work as Operation Manager.
CONCLUSION:
Hence Pakistan is facing a lot of energy crises in today’s era. Our product will be really useful
and productive in this situation. Other than this project is with high profit margin of 64%,
with low cost structure. Our major focus will be in to redesign this same formula, so that it
can be useful in urban area too. We are also focusing to expand our business internationally,
after successful launch in Pakistan.
Chief Executive
Mr Numan Arif
Finance manager
Miss Ayesha Farooq
Marketing Manager
Miss Rida Najaf
HRM Manager
Mr Imran Mirza
Operations Manager
Mr Momin Khan
Assigned
Department &
Workers
Assigned
Department &
Workers
Assigned
Department &
Workers
Assigned
Department &
Workers
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REFERANCE MATERIAL.
http://ipo.gov.pk/Contents/SearchResults.aspx?keyword=solar%20cholarine%20water%20la
mp
http://www.economist.com/blogs/banyan/2012/05/pakistan%E2%80%99s-energy-crisis
http://www.indexmundi.com/pakistan/demographics_profile.html
http://www.tradingeconomics.com/pakistan/rural-population-percent-of-total-population-
wb-data.html
http://www.tradingeconomics.com/pakistan/rural-population-growth-annual-percent-wb-
data.html
http://en.wikipedia.org/wiki/Punjab,_Pakistan
http://en.wikipedia.org/wiki/Sindh