1.

Executive Summary:

Popular culture is no longer regional. The advent of cable television, syndicated radio programs,
and the Internet has created a world where a fashion statement in Pakistan will be on the streets in
a matter days. The speed of our telecommunication system has increased young customers'
expectations and demands for products that represent their own cultural statement.

ASR’s will offer young customers, in small towns and communities all over Pakistan, the youth-
oriented products and clothing that are popular nationwide.

The difference between ASR and other youth-oriented e-commerce websites is that ASR is focused
on its small-town customers. The target customer is a young person, age 13-18,18-25 who listens
to alternative music and participates in youth sports. Our target customer will look toward
alternative clothing trends in large urban areas as their inspiration. ASR will exclusively advertise
in small communities with populations between 100,000 and 150,000 residents. All the customers
of ASR get from the web what they want.

2.Business Description:

The business description of ASR includes its mission, objective, value preposition and product and
service provided by us.

2.1. Mission:

The mission of ASR is to offer distinctive youth-oriented fashion and products to all over Pakistan.

2.2. Project objective:

The project objective of ASR describes the project’s outcomes: intended and direct, short- and
medium-term effects on the target group. our project objective lie within the scope of the project,
and are able to directly attribute the effects to the project.

2.3. Value Proposition:

ASR knows that A value proposition defines the benefits of company's products and services offer
to the customer. This short statement, based on Business Concept Statement, should express the
essence of business in a way that compels the customer to buy.
A value proposition is a valuable and helpful tool for ASR team to make marketing efforts. Here
are some benefits that ASR receive by having a clear, compelling value proposition:

 Create a strong differentiation between ASR and competitors.

 Increase not only the quantity but also the quality of prospective leads.
 Gain market share in targeted segments.
 Improve operation efficiency.
 Increase revenue.
 Ensure that everyone in company communicates the same message.

2.4. Product and Services:

ASR is offering young customers the following youth-oriented products and clothing:

 Shoes.
 Jackets.
 Sweaters.
 Shirts.
 Pants.
 Bags.
 T-Shirts.
 Girls party dresses.
 Eyewear.
 Time pieces.
 Girls and boy’s casual dresses.
 Head phones.
 Jewelry.
 Girls part and casual cendols.
 ASR’s Accessories
Web Site Address: www.asraccessories.com/pk

Mission Statement

‘’To be world's favorite online store for

youngsters who wants to explore the new
fashions to provide them what they want,
offer high-valued fashion products of
superior quality at affordable prices that
improve the life of consumers, now and
for generations to come.”
4.Goals of ASR:

The goals of a firm must be task oriented, short term, specific and challenging. Goals of a firm
confirms the performance and also time efficiency of task performance. ASR is a business which
has clear thoughts related to its accomplishment by keeping the things which can make a good will
for organization in view, the business goals of ASR are as follows:

 Implement an online store that contains a range of top quality ASR Accessories that our
customers will want to buy.
 Explore the fashion world for our customers.
 Create a well-designed website that is fast, easy to navigate, responsive and gives visitors
the information they need.
 Setup a product distribution system that offers flexibility and reliability to our customers.
 Promote ASR Accessories in traditional and online media.
 Provide quality products with reasonable price.
 To design our accessories according to the need and taste of the consumers.
 Put in place a management structure that is able to accomplish the business of ASR
Accessories efficiently and profitably.
 Create a feedback system, so that we get the views of the customers about our products.
 To choose the best way to deliver goods, so that the customers get their orders on time.
 Providing customer service through information.
 Provide a complete information system which help customers to access website easily.

5.Business model of ASR:

A business model refers the methods followed by a business to deal with customers and earn profit
in which different Methods are used to attract consumer and satisfy them. ASR accessories are
providing young girls and boys the youth-oriented products like; Shoes, Bags, Jackets, Sweaters,
Pants, shirts, hats, girls party dresses, Girls and boys casual dresses, T-shirts, time pieces,
eyewear’s and many others so dealing with customers no middle man is required site directly deals
with customers to fulfill their needs so the model used by site is B2C and C2B:
Model of ASR:

Business model of ASR create a Direct relation between customer and business organization it
helps us in understanding the need of customer so that we can fulfill their requirement. In our
model we present that customers directly place order without any help of broker or middle man so
a strong relation built between us and customers which is beneficial for consumer and as well as
for organization.
5.1. How People can buy from site?

You’ll need:

• a computer with an internet connection

• a credit or debit card.

Follow these step-by-step instructions how to buy from site

Step 1: Type the name of site www.ASRaccessories.Com in search engine.

Step 2: You will see a range of products provided by us, select your choice

Shoes.

Jackets.

Sweaters.

Shirts.

Pants.

Bags.

T-Shirts.

Girls party dresses.

Eyewear.

Time pieces.

Girls and boy’s casual dresses.

Head phones.

Jewelry.

Girls part and casual cendols.

 Step 3: Select any above product which you need for example you select girls dresses. Than
a new page will be open as like shown:

Women's Anarkali suit Price 5000 Shop now

Prime

Fab Glory Women's Faux Georgette Semi Stitched Designer Salwar Kameez

Price 3000 shop now

Anarkali Salwar Kameez designer

Price 5000 shop now

Lawn shalwar kameez designer

Price 2000 shop now

Step 4: A broad range of your need will be appeared select what you need and entre on shop now a
new page will be in which all your details will be required which will help us to provide you a good
service and all your information will be kept confidential fulfill the following form:

Your details

Please fill in the following form and hit ‘continue’

Please note we only ship in Pakistan mainland and we only deliver products to cardholders addresses

Now, if you’re happy to proceed with your purchase, click Continue

Step 6: Finally, enter your credit or debit card details and any other information required.
Click Proceed if you’re happy to make the payment.

You will receive an email confirming that your order has been received. We often send a second
email once an item has been posted.

If you are happy with purchase click proceed

5.2. Ways use to advertise the business:
We use different ways of advertisement to promote our business

2.i.Use Email
we useMarketing to Remind
e-mail marketing Customers
to promote to Shop
our business

An example of a Scott’s Marketplace email that features our online sellers’ products.
When we have new stock or any new brand we mail it to customers so that they can avail it and
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and persuasive, yet succinct, content that links directly to each product for easy purchasing.
ii. Guest Blogging:
When you have sales, be sure to announce and promote them via email so customers can
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Some online marketplaces, including Scott’s Marketplace, promote their sellers’ products to
iii. Branch Out with Social Media:
their massive database of shoppers through email marketing as well.
Social media is very helpful in promoting business so we throw different ads and other learning
tutorials to aware people about our business. The following are some means through which we
promote our self:

Facebook

Twitter
Instagram

YouTube, Google

iv. Throwing ads on Internet:

As the technology is growing fast the use of internet has been increased with 70% so we through
ads on internet so while surfing net they can pass through the eyes of customer.

6. Market Analysis:

“A market analysis is an assessment, which allows you to determine how suitable a particular
market is for your industry.’’

According to the survey in Pakistan the population of teens (age 12-17), in 1999 was 23.4 million,
which represents 8.6% of the total Pakistan population. Teenagers influence:

 $324 billion in spending annually

 have $151 billion in disposable income
 spend $24 billion annually and
 will spend $1.2 billion online by 2017
  Teens spend an average of $82 per week on entertainment, fashion, food, and technology.
These young people named "Generation Y" direct almost all sides of popular culture and are the
fastest-growing demographic under age 65.

6.1. Pricing Strategy:

ASR use cost-plus pricing to set its prices for its products and services. Cost-plus pricing is a
pricing strategy in which the selling price is determined by adding a specific dollar amount markup
to a product's unit cost.

6.2. Distribution Plan:

Specialty youth clothing and products has grown into a billion-dollar niche in the clothing industry.
The popularity of the Internet with young people has been well recognized and has generated the
launching of a number of online stores by companies selling to that market segment. Most of these
stores have retail outlets in large urban areas that serve as the distributional vehicles for online
shopping.

6.3. Promotion Plan:

ASR use internet to make the customers aware of the products and services it produces and
convince them to purchase its products or services by making online attractive adds, videos etc.
The Internet is an available shopping tool for our target population. 64% of teens countrywide use
the Net at home. The majority of teens, 55%, consider using the Internet better than watching TV.
Families with teens are more likely to have Internet access than other families.

6.4. Demand Forecast:

Online shopping by teenagers between 13 to 18 years in age is expected to total about $300 million
in 2002 and is fast-tracking at about twice the rate of online shopping by adults. By 2017, teenagers
are expected to spend $2 billion annually online. By 2020, a clear majority of young consumers
will shop online. The top five purchases made by teens online, based on sales volume, are
CDs/cassette tapes, clothing, books, computer software, toys and clothing.

7. Target Markets:

“A specific group of consumers at which a company aims its products and services.”
ASR will focus on primary as well as secondary market.

7.1. Primary Target market:

A primary target market is the segment of a marketplace a business believes will give it the best
chance to sell. A primary target market may not be the largest segment of a marketplace. This
includes customers that are most likely to buy products or services from ASR.

7.2. Secondary Target Market:

A secondary target market is simply the second most important consumer segment ASR would
like to target. It's not a primary customer base, and may have less money or fewer demands for
product. The secondary target market has the next greatest potential to buy now or in the near
future or to influence someone else to buy from you. Though it doesn’t generate as much revenue,
the secondary target market is worth marketing efforts because of its relation to, and potential
influence on, the primary target market.

7.3. Market Segmentation:

Over the past ten years, there has been a reflective change in population aspects in the Pakistan.
The non-metropolitan population has been growing at almost the same rate as the urban population.
Today, there are millions of young people who don't live near a large urban center that offers the
diversity in clothing products that the minority culture demands. This has created a small market
place for businesses to sell clothing and products to young people who live outside the urban areas.
This is particularly true in communities with a major institution located in the community.

Currently, only regional malls offer access to the fashion and styles that young people want.
Unfortunately, the focus of these mall stores is only on the mainstream of the minority market.
Alternative clothing and products are hardly available outside the urban area. This is true because
the companies that create the clothing and products are small and sell primarily through urban line
shops.

ASR will capitalize on the following characteristics of Generation Y:

• Subculture Association: Though insubordinate, teens also want to balance in and be accepted
by peers. They seek a community of peers to welcome them in, as well as help them stand out.
• Attitude: Teenagers wear attitude like a uniform to give definition to their identity. This spreads
to clothing, hair style and the type of music listened to in public. They also react to humor,
stupidity, and disrespect more easily than to other styles.

It is ASRs' plan to bring alternative fashion and products to small towns via the Internet. We will
create a business identity that will capitalize on the subculture association and attitude of our target
customers.

ASR will focus marketing on two type of non-metropolitan communities:

• Non-metropolitan communities with populations between 100,000 and 150,000 residents.

• Non-metropolitan communities with a major college and population of at least 80,000.

 Market Analysis Table

YEAR 1 YEAR YEAR YEAR YEAR

2 3 4 5

Potential Customers Growth CAGR

Communities (100,000 and 10% 6,000 6,600 7,260 7,986 8,785 10.00%
150,000)

Communities/College 10% 3,000 3,300 3,630 3,993 4,392 10.00%

(>80,000)

Total 10.00% 9,000 9,900 10,890 11,979 13,177 10.00%

8.Competitor Analysis

8.1. Competitive Advantage:

ASR’s competitive advantage is offering product lines that make a statement but won't leave you
broke. The major brands are expensive and not distinctive enough to satisfy the changing taste of
our target customers. ASR offers products that are just ahead of the curve and so affordable that
our customers will return to the website often to check out what's new.
Another competitive factor is that products for this age group are part of a lifestyle statement. ASR
is focused on serving youth outside the metropolitan areas. We want to represent their style and
life choices. We believe that we will create a loyal customer base that will see ASR as part of their
lives. To facilitate that connection, our website will have a chat section where our customers can
share what is happening in their communities as well as comment on our products and what we
should add to our product line in the future.
8.2. Sales Strategy:
Sales will be flat for the first 45 days of operation. We anticipate that sales will begin at this point
and increase as our marketing campaign progresses.

8.3. Sales Forecast:

The following is the sales forecast for three years. First year monthly sales forecast is shown in the
table.

Sales Forecast Year 1 Year 2 Year 3

Clothing Rs. 209,000 Rs. 280,000 Rs. 340,000

Shoes Rs. 131,350 Rs. 210,000 Rs. 250,000
Products Rs. 55,350 Rs. 120,000 Rs. 160,000

Total Sales Rs. 395650 Rs. 610,000 Rs. 750,000

Direct Cost of Sales Year 1 Year 2 Year 3

Clothing Rs. 63,000 Rs. 90,000 Rs. 110,000

Shoes Rs. 25,100 Rs. 44,000 Rs. 60,000
Products Rs. 12,640 Rs. 30,000 Rs. 40,000

Subtotal Direct Cost of Sales Rs. 100,740 Rs. 164,000 Rs. 210,000
Forecasted Balance Sheet:
The following table shows the forecasted balance sheet for three years.
Assets Year 1 Year 2 Year 3
Current Assets:
Cash Rs. 137,293 Rs. 168,118 Rs. 220,978
Inventory Rs. 6,270 Rs. 10,207 Rs. 13,070
Other Current Assets Rs. 19,800 Rs. 39,600 Rs. 59,400

Total Current Assets Rs. 163,363 Rs. 217,926 Rs. 293,448

Long term Assets:
Long-term Assets Rs. 50,000 Rs. 50,000 Rs. 50,000
Accumulated Depreciation Rs. 1,740 Rs. 14,280 Rs. 21,420

Total Long-term Assets Rs. 42,860 Rs. 35,720 Rs. 28,580

Total Assets Rs. 206,223 Rs. 253,646 Rs. 322,028

Liabilities and Capital Year 1 Year 2 Year 3

Current Liabilities:
Accounts Payable Rs. 9,633 Rs. 31,822 Rs. 38,661
Current Borrowing 0 0 0
Other Accounts Payable 0 0 0

Total Current Liabilities Rs. 9,633 Rs. 31,822 Rs. 38,661

Long Term Liabilities:
Long-term Debts Rs. 128,400 Rs. 126,600 Rs. 124,800

Total Liabilities Rs. 138,033 Rs. 158,422 Rs. 163,461

Paid up Capital Rs. 200,000 Rs. 200,000 Rs. 200,000

Retained Earning (Rs. 155,400) (Rs. 131,810) (Rs. 104,776)
Earning Rs. 23,590 Rs. 27,034 Rs. 63,343

Total Capital Rs. 68,190 Rs. 95,224 Rs. 158,567

Total Liabilities and Capital Rs. 206,223 Rs. 253,646 Rs. 322,028
Cash Flow Statement:
The following table shows the forecasted cashflow statement for three years.
Income Year 1 Year 2 Year 3
Cash from Operations:
Cash Sales Rs. 395,650 Rs. 610,000 Rs. 750,000
Subtotal Cash from Operations Rs. 395,950 Rs. 610,000 Rs. 750,000
Additional Cash Received:
Sales Tax. VAT, HST\GST Received 0 0 0
New Current Borrowing 0 0 0
New Other Liabilities 0 0 0
New Long-term Liabilities 0 0 0
Sale of other Current Assets 0 0 0
Sale of Long-term Assets 0 0 0
New Investment Received 0 0 0
Subtotal Cash Received Rs. 395,950 Rs. 610,000 Rs. 750,000
Expenditures Year 1 Year 2 Year 3
Expenditures from Operations:
Cash Spending Rs. 177,600 Rs. 192,600 Rs. 212,000
Bill Payments Rs. 103,957 Rs. 364,975 Rs. 463,540
Subtotal Spent on Operations Rs. 281,557 Rs. 557,575 Rs. 675,540
Additional Cash Spent:
Sales Tax, VAT, HST/GST paid out 0 0 0
Principal Repayments of Current Borrowing 0 0 0
Other Liabilities Principal Repayment 0 0 0
Long-term Liabilities Principal Repayment Rs. 21,600 Rs. 1,800 Rs. 1,800
Purchase Other Current Assets Rs. 19,800 Rs. 19,800 Rs. 19,800
Purchase Long-term Assets 0 0 0
Dividends 0 0 0
Subtotal Cash Spent Rs. 322,957 Rs. 579,175 Rs. 697,140
Net Cash Flow Rs. 72,693 Rs. 30,825 Rs. 52,860
Cash Balance Rs. 137,293 Rs. 168,118 Rs. 220,978
Cash Flow Statement:
The following table shows the forecasted cashflow statement for three years.
Income Year 1 Year 2 Year 3
Cash from Operations:
Cash Sales Rs. 395,650 Rs. 610,000 Rs. 750,000

Subtotal Cash from Operations Rs. 395,950 Rs. 610,000 Rs. 750,000
Additional Cash Received:
Sales Tax. VAT, HST\GST Received 0 0 0
New Current Borrowing 0 0 0
New Other Liabilities 0 0 0
New Long-term Liabilities 0 0 0
Sale of other Current Assets 0 0 0
Sale of Long-term Assets 0 0 0
New Investment Received 0 0 0

Subtotal Cash Received Rs. 395,950 Rs. 610,000 Rs. 750,000

Expenditures Year 1 Year 2 Year 3
Expenditures from Operations:
Cash Spending Rs. 177,600 Rs. 192,600 Rs. 212,000
Bill Payments Rs. 103,957 Rs. 364,975 Rs. 463,540

Subtotal Spent on Operations Rs. 281,557 Rs. 557,575 Rs. 675,540

Additional Cash Spent:
Sales Tax, VAT, HST/GST paid out 0 0 0
Principal Repayments of Current Borrowing 0 0 0
Other Liabilities Principal Repayment 0 0 0
Long-term Liabilities Principal Repayment Rs. 21,600 Rs. 1,800 Rs. 1,800
Purchase Other Current Assets Rs. 19,800 Rs. 19,800 Rs. 19,800
Purchase Long-term Assets 0 0 0
Dividends 0 0 0

Subtotal Cash Spent Rs. 322,957 Rs. 579,175 Rs. 697,140

Net Cash Flow Rs. 72,693 Rs. 30,825 Rs. 52,860
Cash Balance Rs. 137,293 Rs. 168,118 Rs. 220,978
8.4. Management Summary:
Miss Arqam will manage the daily operations of ASR. Arqam have over fifteen years of
experience in the retail clothing industry.
Arqam has been the manager of Wild Women Clothing for five years. Wild Woman Clothing is a
mail-order business that focuses on young urban women ages 18 to 35. She supervised a staff of
10 and was extremely effective in keeping the business cost effective as sales grew 50% over a
two-year period. Prior to her employment with Wild Woman Clothing, Arqam was manager of
Atomic Age Fashions, a women's clothing shop, for three years.
Rida has been a buyer for Glamour Imports for the past four years. Glamour Imports sells to over
200 women's shops nationwide and generated over 10 million in sales last year. In addition to her
experience as a buyer, Rida was a marketing associate for Gap.

9. Operations:

Arqam has been the manager of ASR Accessories for five years. ASR Accessories is a mail-order
business that focuses on young generation ages 18 to 35. She supervised a staff of 10 and was
extremely effective in keeping the business cost effective as sales grew 50% over a two-year
period.

9.1. Content of Business Operation:

I. Business Location:

As ASR Accessories is an online business, so the primary location of the business is internet and
our business website is www.asr/accessories.com.pk. And our physical outlet is located in Liberty
Market.

II. Operating Facilities and Equipment:

ASR Accessories have a secured software application which secures the confidential information
of company and secures the profiles of customers. We use the latest and updated software and
equipment which allows the production of unique and highly efficient products.
III. Production and Operating Procedures:

The goal of ASR Accessories id to turn visitors into buyers. We provide an online experience that
makes it easy for visitors to find the products they need and complete a secure purchase. Our
production and operating procedures involves the following five steps:

 Information:

We provide comprehensive product information for visitors, using photographs, videos and text to
demonstrate product features and benefits.

 Mobile:

We modify our website content so that it is easy to use on mobile devices, such as smart phones
or tablet computers.

 Ordering:

Our ordering process is very simple, with the minimum number of clicks between order placement
and checkout.

 Checkout:

We have designed the checkout stage so that it does not frustrate customers at the final buying
stage. We show the full cost, including price, taxes and delivery charges before requesting payment
details.

 Relationships:

We build relationships with our customers to encourage them to return to our website. We ask our
customers to provide feedback, or reviews of the products they have bought, to encourage
interaction.

IV. Purchasing Procedures:

Purchasing procedure is related to consumer because the problem occur with customers is how to
purchase so The purchasing procedure is completely define in the web business model.
V. Inventory Management Procedures:

Inventory management for online businesses is as complex as it is vital to their success. However,
ASR Accessories manage multiple factors of inventory management simultaneously and provide
fully functional and updated platform by the right amount of stock.

The following is a comprehensive list that how ASR Accessories efficiently manage their
inventory:

 Real time inventory information is provided which involves the updating of inventory
records.
 Forecasting for inventory management which includes foreseeing demand or certain
products and the locations and quantities in which they will be required.
 ‘’Inventory velocity’’ which describes the time it takes to sell a particular item within your
stock.

A supply chain analysis would include keeping track of everything, including raw material,
product demand and customer buying patterns.

VI. Customer Service Procedures:

ASR Accessories pay big attention to the satisfaction of customers through their services.
Therefore, we get time to time feedback from our customers so that we know that are the customers
satisfied with our services or not, and if they are not satisfied, then which techniques should we
adopt to satisfy the customers from our services.

The following questions can help us in better customer service procedures:

How are customer expectations about service determined?

 What is being done to minimize delivery time?

 How is the business helping customers serve themselves?
 What standards for measuring customer service will be used?
 How can we achieve high customer satisfaction?
VII. Management Plan:

The owner of ASR Accessories believes very strongly that the relationships among all the staff
members and the management should be forthright, work should be structured with enough room
for creativity, and pay should be fair and equitable in relation to what the company is paying. With
the right people in place, the ASR Accessories will have the incentives to encourage quality people
to stay,

VIII. Quality Control:

The quality control system of ASR Accessories is very strong and active. We check the quality of
the product at every stage of production. When the product is ready, it is again checked by our
quality control experts before packaging and after packaging even at the delivery time. That’s why
our customers are satisfied and committed to us.