Executive Summary

Company Overview

We are proposing to start a new company dealing in the fragrances & perfume, pioneered by Mr.
Zaheer Dossa who has been in the Perfume Industry for over 6 yrs, serving a long list of loyal
wholesale and retail clientele in UAE and plans to expand to India, Oman, Qatar & Saudi Arabia.

Industry & Marketplace Analysis

The Middle East Cosmetics and Toiletries market is one of the largest and most profitable in the
world, worth approximately US$ 7.2 billion in 2008, with a growth rate of 12% annually. Data
reveals that the market for Cosmetics and Toiletries in the Middle East grew by 48% 2003 –
2008. In contrast to the Western markets, UAE managed to register double-digit retail value
growth of 14% in 2008, triple that of the global market growth (5%).

Consumption of cosmetics and fragrances in the Gulf States is one of the highest per capita in the
world with the average purchase estimated to be in the region of US$334 per head. With a
growing population (5% p.a. and 60% of the population under 25), huge expansion in retail space
(the amount of retail space dedicated to beauty products has grown by over 30% in the past 3
years) and tax free incomes as the norm it is hardly surprising that the purchase of beauty
products in the UAE has been rising at over 12.5% per year.

Products & Services

We will be introducing new perfumes in the market in the mid segment market (price to trade
AED 30 – AED 50) focusing on the B Class retail outlets dealing mainly in perfumes. We will
also undertake product development contracting jobs for private labels.

Our business plan will focus on the requirements of starting up the perfume selling business in
UAE. We will be conducted a market research for its feasibility study. We will also discuss all
aspects of a Startup Company including the Financing Needs, Development Plan, and Operations
Plan.
 Table of Content
DEVELOPING A SMALL BUSINESS FEASIBILITY STUDY

− The Business Idea

− Profiles - Key People
− Personal Objectives
− The Market (Getting started in UAE)
− Business Overview

FEASIBILITY STUDY (PROOF OF BUSINESS CONCEPT) OUTLINE

− Executive Summary
− Product/Service
− Technology
− Market Environment
− Competition
− Industry
− Business Model
− Marketing and Sales Strategy
− Production/Operating Requirements
− Management and Personnel
− Intellectual Property
− Regulations/Environmental Issues
− Critical Risk Factors
− Timing Considerations
− Financial Projections
− Capital Requirements & Strategy
− Final Recommendation