Table of Contents Sr.No . Sub- No. Particulars Page No. 1.0 Project at a Glance 4 1.1 Executive Summary 5 2.0 Introduction 6 3.0 Objectives 7 4.0 Review of Literature 4.1 Present and projected market size, for each segment 8-15 4.2 Future Market 16-19 5.0 Methodology 20 6.0 Primary Research 21-28 7.0 Secondary Research 7.1 Segmentation of e-tailing 29-32 7.2 Target group 33-34 7.3 Details of Existing Players 35-55 7.4 Summary of all the Existing Players 56- 61 7.5 Government Policies 62 7.6 Important Tie-ups 63-66 7.7 Alternate technologies / processes available, their advantages / disadvantages and cost / benefit analysis 67 7.8 Technology trends - likely scenario in next 5-10 years 67 7.9 Technical challenges if any and steps suggested to manage these challenges 67-68
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Table of Contents
Sr.No.Sub-No.
Particulars Page No.
1.0 Project at a Glance 4
1.1 Executive Summary 5
2.0 Introduction 6
3.0 Objectives 7
4.0 Review of Literature
4.1Present and projected market size, for each segment
8-15
4.2 Future Market 16-19
5.0 Methodology 20
6.0 Primary Research 21-28
7.0 Secondary Research
7.1 Segmentation of e-tailing 29-32
7.2 Target group 33-34
7.3 Details of Existing Players 35-55
7.4 Summary of all the Existing Players 56-61
7.5 Government Policies 62
7.6 Important Tie-ups 63-66
7.7Alternate technologies / processes available, their advantages / disadvantages and cost / benefit analysis
67
7.8Technology trends - likely scenario in next 5-10 years
67
7.9Technical challenges if any and steps suggested to manage these challenges
67-68
8.0 Marketing Mix
8.1 Market Segmentation 69
8.2 4 Ps 70
8.3 Marketing channel 71-76
8.4 Promotion 77-82
9.0 Manufacturing / Service delivery: 83-84
10.0 Product order cycle flowchart 85-86 11.0 Various Departments 87-89 12.0 Finance:
12.1 Cost of project 90 12.2 Means of finance 90
12.3Working capital calculations, arrangements from banks or other sources
90
12.4 Cost of production & profitability statement 90 12.5 BEP Calculations 90
13.0 Risks involved:
Note on significant risks in the project like (a)Technology (b) Market dynamics (c) Financial tie up or currency fluctuations (d) Raw material linkages or price volatility (e) Retention of exceptionally skilled manpower (f) government policies etc.
91-92
14.0 Implementation:14.1 Evolution of an E-Commerce Startup 93-9414.2 Critical areas/hurdles in implementation 94
C Demand - Supply = Gap Crore 0 86.8 284.36 652.537 1288.573 2282.881Less : Supply from your proposed unitNet Gap (potential for expansion) Crore 0 86.8 284.36 652.537 1288.573 2282.881
b) Socio economic criteria:
Segment: Apparel and Accessories Crore550 1007 1841 3370 6170 11270
iii
Details of key Competing Products/Services
As on Value1 Fashionandyou Apparels, Accessories, Perfumes, Home Décor Gurgaon 2011 130 22%2 Myntra Apparels, Accessories, Footwear Banglore 2011 140 24%3 Inkfruit Apparels and Accessories (M& F) Mumbai 2011 30 7%4 Yepme Apparels and Accessories (M) Gurgaon 2011 125 20%5 Zovi Apparels and Accessories (M & F) Banglore 2011 Not Available
Turnover Sr.No. Brand Producer/Provider - Name & Address Area of operation Market share
iv
(Annexure 2)
Capital Cost of the Project
Sr.No. ParticularsProject Cost (` in lacs)
Additions during subsequent years
Year-1 Year-2 Year-3 Year-4 Year-5
1 Land & site development: 0.002 Buildings 0.003 Plan & Machinery / equipments 0.001 Infrastructure 0.002 Furniture 0.99 2.42 1.8 2.78 33 Electrical Installations 1.66 3.5 3 4.5 54 Other Assets 0.85 2.19 3.1 4.5 75 Preliminary & Preoperative
Expenses2.05
6 Margin for working capital (@ 30%)
6.52
TOTAL 12.07 8.11 7.90 11.78 15.00
Note
There is no requirement for land and site development and for building infrastructure as the head office and warehouse would be taken on rent.
Plant and machinery is also not required at least for five years. As the researcher have made a model where you will get all our products done on the job-work basis.
1 Raw Materials Days 25 2.89 7.47 20.12 36.47 82.50
2 Packing Materials Days 30 0.28 0.73 1.70 3.03 6.23
3 Work in Process: Days 9 1.63 4.00 9.86 17.30 39.17
4 Finished goods Days 60 18.50 50.85 130.31 236.29 519.48
5 Receivables Days 0 0.00 0.00 0.00 0.00 0.00
6 Utilities Month 1 0.02 0.06 0.10 0.16 0.29
7 Overheads Month 1 2.04 5.79 12.69 18.90 29.42
sub-total 25.35 68.90 174.78 312.15 677.10
Less: Creditors Days 20 3.83 9.41 23.12 40.56 91.39
Net working capital required 21.52 59.49 151.66 271.59 585.70
Norm Amount ( ̀in lacs)
xv
(Annexure 14)
Cash Flow Projections (` in lakhs)
KJ
Sr.No. Particulars Project period
Year-1 Year-2 Year-3 Year-4 Year-5
Inflows1 Cash Profit before interest, depreciation
& tax 9.89 25.38 98.15 246.37 638.53
2 Subsidy / Cash grants 0.003 Incentives / benefits not accounted for4 Increase in borrowings:
a) term loans 0.00 0.00 5.68 5.53 8.25 10.50b) working capital 15.07 44.43 92.17 119.92 314.12c) other borrowings 0.00
5 Increase in sundry creditors 0.00 3.83 5.58 13.71 17.45 50.836 Refund of deposits 0.60 0.907 Other income/cash accruals8 Promoter's contributions 12.07 0.00 2.43 2.37 3.53 4.50
sub-total of Inflows 12.07 28.78 83.50 211.93 396.12 1,019.37
Outflows1 Payment of interest:
a) on term loans 0.00 0.00 0.68 1.21 1.86b) on working capital 2.11 8.33 12.83 8.62 0.80c) on other borrowings 0.00 0.00 0.00 0.00 0.00
2 Payment of income tax 2.57 5.73 28.71 80.35 216.123 Payment of dividend 0.00 0.00 0.00 0.00 0.004 Payment of dividend distribution tax 0.00 0.00 0.00 0.00 0.005 Repayment of /reduction in borrowings
a) term loans 0.00 0.00 1.14 2.80 17.51b) working capital 60.00 150.00 370.00c) other borrowings 0.00 0.00 0.00 0.00 0.00
6 Increase in Inventory 23.29 39.76 98.94 131.09 354.30Increase in Sundry Debtors 0.00 0.00 0.00 0.00 0.00
7 Investment in new fixed assets / projects 5.55 0.00 8.11 7.90 11.78 15.00
8 Withdrawals from business
sub-total of outflow 5.55 27.98 61.92 210.20 385.86 975.59
Intra city Fuel surcharge 2.88 14.00 7.00 7.35 2.25 NA(loacal- till kalyan, Service tax @10.3% 1.94 4.48 2.27 2.92 1.78 2.06blapur and plghar) Total 20.82 47.98 24.27 31.27 19.03 22.06
Base Price 24.00 29.50 28.00 21.00 46.00 40.00Intra region Fuel surcharge 4.32 14.00 7.00 7.35 6.90 NA(western india) Service tax @10.3% 5.10 4.48 3.61 2.92 5.45 4.12
Total 33.42 47.98 38.61 31.27 58.35 44.12
Base Price 35.00 29.50 30.00 22.00 42.00 70.00Metros city Fuel surcharge 6.30 14.00 7.50 7.70 6.30 NA(Banglore,chennai,Hyd Service tax @10.3% 4.25 4.48 3.86 3.06 4.97 7.21rabad,Delhi,Kolkatta) Total 45.55 47.98 41.36 32.76 53.27 77.21
Base Price 35.00 29.50 30.00 24.00 46.00 70.00Fuel surcharge 6.30 14.00 7.50 8.40 6.90 NA
Pan India Service tax @10.3% 4.25 4.48 3.86 3.34 5.45 7.21Total 45.55 47.98 41.36 35.74 58.35 77.21
Comparison Sheet Based On Cash on Delivery
xxi
(Annexure 20)
Cash on Delivery BasisExpress It Blue Dart Aramex Deccan 360 DTDC Indian Postal
Upto Rs 500 35 50 8% of bill NA NA NAUpto Rs. 1000 35 50 7% of bill NA NA NARs 1001 to Rs. 2000 50 50 6% of bill NA NA NARs 2000 and above 2.5% of bill 50 6% of bill NA NA NA
Comparison Sheet (includes the return charges, additional charges and fuel surcharge in 5 %.)
Express It Blue Dart Aramex Deccan 360 DTDC Indian PostalAdd. Charge per 500gm 12,18,30 28 25 21,22,24 21,22,24Return charges 12,18,30 as freight as freight as freight as freight as freightRet. Charges for add. 500 g 10,15,25 as freight as freight as freight as freight as freightFuel surcharge 18% 50% 25% 35% 15% NA
Other Factors ( Additional weight and return charges)
Comparison Sheet (Turnaround Time)
xxii
(Annexure 21)
(Annexure 22)
Express It Blue Dart Aramex Deccan 360 DTDC Indian PostalMumbai 2-3 days 1-2 days 2-4 days NA 2-4 days NADelhi 4-6 days 2-3 days 4-6 days NA 3-5 days NAHyderabad 6-8 days 3-4 days 5-8 days NA 6-8 days NAChennai 6-8 days 3-4 days 5-8 days NA 6-8 days NABanglore 6-8 days 3-4 days 5-8 days NA 6-8 days NAPune 2-4 days 1-2 days 3-5 days NA 2-4 days NA
Turnaround time for the parcels in different regions