NAME OF COMPANY SPLENDOR JEWELS

OWNER NIKITA GARG

TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. THE BUSINESS 2.1) 2.2) 2.3) 2.4) 2.5) OBJECTIVE COMPANY DESCRIPTION FORM OF OWNERSHIP PROPOSED HEADQUARTERS FUNDING 3 4 4 4 4 4 4 5 5 5 5 5 6 6 8 9 14 15 15 16 16 16 16 16 16

3. THE MARKET 3.1) 3.2) 3.3) 3.4) 3.5) 3.6) 3.7) 3.8) 3.9) 4. 5. 6. THE PRODUCT COMPARATIVE ANALYSIS LICENSE MARKET ANALYSIS MARKET CATERING MARKETING PLAN OPERATIONAL PLAN ORGANISATIONAL PLAN FINANCIAL PLAN

CRITICAL RISK EXIT STRATEGY APPENDIX 6.1) 6.2) 6.3) 6.4) 6.5) CV OF THE OWNER MEMORANDUM OF UNDERSTANDING OWNERSHIP AGREEMENT ARTICLES OF ASSOCIATION CERTIFICATE FROM POLLUTION BOARD

1. EXECUTIVE SUMMARY The purpose of this business plan is to develop a blueprint of the company's vision and strategy and then use this plan to as a guide to develop and grow the business. This business plan will also be used to align the various elements of the company to create a coherent system of sustainable customer satisfaction and profitability. The Jewelry Store SPLENDOR JEWELS (SJ), will be located in 5 cities of India initially. It is a new business. We will offer a great selection of jewelry in various designs, colors and sizes. Our jewelry will include bracelets, bangles, necklaces, earrings and rings. SJ will stock a wide selection of jewelry made of gold, diamond and platinum. We will offer a service to make custom pieces for shoppers on demand. All sales for the business will be through the stores itself. SJ will sell jewellery through four main formats, which are uniquely positioned to address different consumer segment needs. Firstly, The Exclusives range offer high-end luxury jewellery; secondly, The Semi-Exclusives range offer stylish and sophisticated products for the discerning consumer ; thirdly 22K and fourthly 18K range offer trendy, fashionable and stylish products at competitive prices. The Jewelry Store will specifically carry gold, diamond and platinum jewelry that is designed for the professional and sociable woman. Our selection will range in various colors, sizes and styles to meet the unique needs of the everyday woman. The jewelry will be designed for casual, business and formal occasions. The Jewelry Store SJ will focus on one primary market, women. We will concentrate our marketing efforts for the professional and sociable woman. We will sell to these customers by suggesting styles for various outfits and occasions demonstrating our knowledge of fashion design and customer service targeted at individual shoppers. Customers can purchase premade jewelry or request a customized piece designed for them at the store. Management will rely on customer feedback and sales reports to eliminate or introduce particular sizes, colors and styles. In this industry trends are in our favor. Gold and diamond jewelry are popular because of their unique natural colors and features; they are ideally suited for both informal and formal occasions. They complement and can dress up any outfit on a woman.

-32. THE BUSINESS 2.1) OBJECTIVE Our primary objective is to be a leading brand in the jewellery and fashion industry and delight our customers by offering luxury wrapped in trust. 2.2) COMPANY DESCRIPTION The Jewelry Store SPLENDOR JEWELS is a newly established business headquartered in New Delhi. Initially we will be launching in Delhi, Mumbai, Kolkata, Bengaluru and Chennai. Once these outlets work out then we will invest on the rest outlets in various cities. The business is owned and operated by Nikita Garg. We will offer a variety of pre-made and custom made jewelry products that are designed and created by the owner as well as her assistant designers. All our pieces are designed for the sociable and professional woman. 2.3) FORM OF OWNERSHIP Nikita Garg is the sole owner of the jewelry store SJ. She has over 20 years of experience in designing and making jewelry. She has worked for several companies in jewelry design during her career. Most recently she has taught jewelry making classes in the local community. 2.4) PROPOSED HEADQUARTERS SPLENDOR JEWELS, GROUND FLOOR, DLF PROMENADE MALL, NELSON MANDELA ROAD, DELHI 110070 2.5) FUNDING The cost to setup SPLENDOR JEWELS and prepare it for operation total $56,300. Start up inventory will cost approximately $49,800. The bulk of the expenses are the yearly rental of the SJ. Start-up costs will be financed through owner investment.

-43. THE MARKET 3.1) THE PRODUCT The Jewelry Store SJ will specifically carry gold, diamond and platinum jewelry that is designed for the professional and sociable woman. Our selection will range in various colors, sizes and styles to meet the unique needs of the everyday woman. Management will rely on customer feedback and sales reports to eliminate or introduce particular sizes, colors and styles. Our jewelry store SJ will carry wide selection of jewelry with various styles and price ranges. Each piece of jewelry will focus on designs which accent and bring focus on the quality in that piece. The jewelry will be designed for casual, business and formal occasions. We will offer jewelry that includes necklaces, rings, bracelets, bangles and earrings. Customers can purchase pre-made jewelry or request a customized piece designed for them at the store. 3.2) COMPARATIVE ANALYSIS Some of the most well known competitors seen in the jewelry retail industry are Damas India, Gitanjali group, Swarovski, Gold Souk, Tanishq and Forever Mark Jewels. Our competitive edge is that we are concentrating on the selling of platinum jewelry as well as gold and diamond jewelry, while other competitors only minimally focus on this type of jewelry. Our services will also include creating custom pieces for our customers according to their design needs. 3.3) LICENSE 3.4) Business License IEC No. ( Import Export Code ) Hallmark Certified ISO 9001 series Zoning papers Designs patents Business patents

MARKET ANALYSIS Jewelry has been one of the fastest growth areas. In todays society, the majority of jewelry is still sold to women, and it doesnt look like that fact will be changing any time soon. However, as the interest in this jewelry grows with women, it seems that men are not far behind in finding interest in such items as well. One of the most trendy and fashionable types of jewelry on the market is diamond jewelry. While various types of diamond jewelry is popular, there are different jewelry trends each year. One year it may be considered extremely fashionable to wear ruby earrings while the next year rubies may be out.

-63.5) MARKET CATERING There are about 28,000 specialty stores selling jewelry. The industry is highly fragmented with the top 50 jewelry chains accounting for less than half the total revenue. India encompasses roughly 25 % residents earning an average household income of about Rs.400,000 and above that accounts for 50.9% of women. 3.6) MARKETING PLAN MARKETING STRATEGY We are targeting women in India. In addition, women are the primary end consumers of jewelry, it's natural for our Jewelry Store to spend most of its marketing resources targeting this largest market. SJ will sell jewellery through four main formats, which are uniquely positioned to address different consumer segment needs. Firstly, The Exclusives range offer high-end luxury jewelry ; secondly, The Semi-Exclusives range offer stylish and sophisticated products for the discerning consumer ; thirdly 22K and fourthly 18K range offer trendy, fashionable and stylish products at competitive prices. DEMOGRAPHICS Women ( ages 18 and above ) Sociable or professional Lives in a higher income group

b. Unique Selling Proposition (USP) The Jewelry Store will offer personalized fashion consulting to our customers with custom jewelry making service. We will demonstrate our extensive knowledge in clothing/jewelry color combinations and current fashion design trends. We will offer advice on how to dress for specific occasions and which jewelry goes best with which clothing. We will be the one source people turn to when they need advice on how to dress and how to accent with jewelry. SALES STRATEGY AND POSITIONING The Jewelry Store will be centrally located in the Malls and easily accessible for customers. Our stores will reside in the middle of one of the corridors thereby, having high visibility. Based on our knowledge and experience with fashion design combined with our skills at designing and making jewelry products we are a full service jewelry store which sells jewelry tailored and customized to each customer. Because The Jewelry Store SJ is a new business, we understand that we will have to prove our Company's worth to customers to earn their business. As equally important, we need to sell both the Company and products.

-7We will approach sales from a salesperson-customer relationship basis. All sales representatives will be trained and encouraged to assist customers in a personal and engaging manner. By gathering key customer information and seeking design feedback on our products. With regard to all products, we will continue to stay abreast with the latest fashion trends in order to offer our customers new, trendy jewelry. SWOT ANALYSIS Strengths

- Strong relationships with suppliers that offer credit arrangements, flexibility and response to special requirements. - Excellent and knowledgeable staff, offering personalized customer service. The jewelry stores set itself apart from the competition by providing customized jewelry designs. - Great retail space with an attractive, inviting atmosphere. - The owner keeps overheads low by purchasing directly from India, Brazil, and China. Weaknesses

Access to additional operating capital.

- Owners are climbing the retail experience curve. Opportunities

- Increase in higher income of target market. - Addition of other jewelry related products and services. Threats

- Local and emerging competitors. - Shoplifting. Sales tied to economic growth.

-83.7) OPERATIONAL PLAN PLANT LOCATION SLENDOR JEWELS STORES will be located in the upscale neighborhoods of New Delhi, Mumbai, Kolkata, Chennai and Bengaluru. A significant proportion of the target market lives in these areas. We will work with big publications, fashion as well as jewelry magazines to generate PR and shopping in the neighborhood. We will also attract women from other neighborhoods as well as the few women who come to these places from out of town to shop. PLANT LAYOUT The basic maintained theme of our outlets will be personified with the color brown. The decor shall be of light colored walls supported with diamond-like stones and curtains. Soft soothing music will accompany the ambience of the store. SJ stores will launch in July 2012 and have a website presence where customers throughout the country can go to learn more about our locations, fashion related articles and announcements of new products. The website for the first six to twelve months will be an informational site and will not list our products. MARKET REQUIREMENT The jewelry we will market will meet the needs of woman who are looking to dress up their outfit with quality jewelry. The jewelry will be suitable for both formal and informal events.

-93.8) ORGANIZATIONAL PLAN ORGANIZATIONAL CHART

CEO

CHAIRMA N OF THE BOARD

DIRECTO R

DIRECTO R

DIRECTO R

BUSINES S DEVELOP MENT

LEGAL

SALES AND MARKETI NG

INVESTM ENT

HUMAN RESOURC E

- 10 JOB PROFILE TITLE : Chief Executive Officer ( CEO )

POSITION SUMMARY : Develops and monitors strategies for ensuring the long-term financial viability of the organization ; Develops future leadership within the organization ; Promotes a culture that reflects the organizations values, encourages good performance, and rewards productivity ; Oversees the operations of organization and manages its compliance with legal and regulatory requirements ; Ensures that staff and board have sufficient and up-to-date information ; Evaluates the organizations and the staffs performance on a regular basis ; Oversees staff in developing annual budgets that support operating plans and submits budgets for board approval ; Serves as the primary spokesperson and representative for the organization ; Oversees design, delivery, and quality of programs and services.

TITLE : DEPARTMENT : REPORTS TO : SUPERVISES : SALARY GRADE :

Chairman Of The Board Board Of Directors CEO Members of the Board Of Directors union

POSITION SUMMARY : The President presides over meetings, proposes policies and practices, sits on various committees, monitors the performance of Directors and Officers, submits various reports to the board, to funders, and to other "stakeholders"; Proposes the creation of committees; Appoints members to such committees and performs other duties as the need arises and/or as defined in the bylaws.

- 11

TITLE : DEPARTMENT : REPORTS TO : SUPERVISES : SALARY GRADE :

Director Board Of Directors Chairman Of The Board Policy and Promotion of the Organization Union

POSITION SUMMARY : Organizational leadership and advisement; Formulation and oversight of policies and procedures; Oversight of program planning and evaluation; Personnel evaluation and staff development; Review of organizational and programmatic reports; Promotion of the organization; Fundraising and outreach. TITLE : DEPARTMENT : REPORTS TO : SUPERVISES : SALARY GRADE : Business Development Manager Business Development CEO Develop and maintain business Union

POSITION SUMMARY : Manage, support, and supervise the business development department. He is responsible for the acquisition of new projects and project bids and supports management by providing analysis for evaluating new business opportunities such as in/out licensing, collaborative research and development agreements, joint ventures, mergers and acquisitions. Set sales targets and define strategy to achieve these targets and to follow the set strategy punctually. Manage the proposal development process and maintain the time-lines for the proposal teams. Coordinate with sponsors concerning size, standards, conditions and timing of research. Develop draft proposals based on team meetings and discussions. Maintain the Business Development databases and support marketing activities.

- 12 TITLE : DEPARTMENT : REPORTS TO : SUPERVISES : SALARY GRADE : Legal Secretary Legal CEO Clerical tasks Union

POSITION SUMMARY : Legal secretaries perform clerical duties like legal documentation that are necessary for keeping a firm running efficiently. Prepare documents, including legal briefs, spreadsheets and other office-related letters.

TITLE : DEPARTMENT : REPORTS TO : SUPERVISES : SALARY GRADE :

President of Sales and Marketing Sales and Marketing CEO Management of companys Sales and Marketing Union

POSITION SUMMARY : Strategic planning including corporate positioning market and competitive analysis, customer segment selection and penetration plans, and related product positioning. Oversee marketing communications including branding, public relations, advertising, seminars and events, analyst and market research management, and website design and content either directly or on an outsourced basis. Work closely with Sales manager to develop and manage channel and partner strategies and programs. Oversee product management including market and customer research for market and product requirements, interface with engineering for product development, product pricing and product lifecycle management. Oversee product marketing including product launch management, sales training, presentations, sales tools, competitive analysis and general sales support. Work with the CEO and the other executive team members to identify and develop strategic alliances, raise venture/public financing, communicate with BOD members, and close/grow major customer accounts.

- 13 Develop and manage the Companys entire marketing budget. Develop and track metrics and success criteria for all marketing programs and activities. TITLE : DEPARTMENT : REPORTS TO : SUPERVISES : SALARY GRADE : Investment Analyst Investment President of Sales and Marketing Monitor Financial News Union

POSITION SUMMARY : Build and maintain financial models for group use (asset-liability models, asset return simulation models, optimization models, risk management, and risk budgeting). Evaluate asset class, interest rate, and economic variables' relationships and trends and implications for asset allocation strategies; research and maintain databases of economic and market index data, correlations volatilities and returns. Analyzing financial information relating to company e.g. company results, profit and loss and cash flow statements. TITLE : DEPARTMENT : REPORTS TO : SUPERVISES : SALARY GRADE : Human Resource Manager Administrative CEO Department of Labor Union

POSITION SUMMARY : Maintain company employee manual ; Prepare bi-weekly payroll for all facilities ; Maintain and oversee employee evaluations ; Prepare and publish monthly production shift schedule ; Maintain and promote a team environment ; Address labor issues and concerns; Maintain employees vacations and PTO time.

- 14 3.9) FINANCIAL PLAN Profit and Loss shows the profitability of the business, whereas, the Balance Sheet shows the financial position of the Jewelry Store SJ. The Cash Flow shows the status of cash received and cash paid over a specified period of time. These documents are required to get financing for your venture. Since we are entering a retail environment we will accept cash, checks, and all major credit cards. We will select a check guarantee system to help reduce the percentage of loss on bad checks. The following sections outline our financial plan: PROFIT AND LOSS ASSUMPTIONS Estimated Average Sales Price per unit is $ 4000 Average daily sale: 2.67 units in year 1 Revenue increase in Year 2 assumes average daily sales of 3.5 units or 27.78% annual increase. Revenue increase in Year 3 assumes average daily sales of 5 units or 42.86% annual increase (Revenues will level off near year 3 and total assets will remain static) Service and Repair estimated Revenue: 10% gross sales (industry average) Cost of Good Sold: 20% of gross revenues (compares higher than industry peers @ 49.10%; mainly this is attributed to two factors: 1) low cost associated with obtaining raw materials and finding from China + 2) owner also constructs the final product, further reducing overhead expenses. Advertising Expense: N/A; kiosk will be visible in the mall + word of mouth Accounting: $400 monthly book keeping + $600 for income tax preparations Bad Debts: Estimate 5% Shrinkage: Estimate 3% Credit Card Fees: $0.25 per transaction plus 1.5% Insurance: Estimate $400 annually Miscellaneous: Estimate: $250 annually Payroll Tax Assumptions: based on State of Maryland Income Tax Rates Permits and License: Estimate $120 annually Rent: $2,700 monthly January October then $9,100 for November and December (Analysis assumes three (3) one year leases renewing annually with 3% escalations for inflation rounded to the nearest $100)

Salaries: Owner will not take salary for initial Year 1 and Year 2. At Year 3, owner will take salary of $10,000 and increasing over time to $60,000. Annual increases allow for a 3% increase for inflation

- 15 BALANCE SHEET ASSUMPTIONS Start-Up Capital Items: SPLENDOR JEWELS + Display:$2,500 Beginning Inventory:$49,800 (which reflects industry averages and compares in line with industry peers) PC Based cash register $4,000 (no annual maintenance fees) Assumes annual growth rate for total equity: 5% Year 2, and 7.5% Y3

SOURCE AND USE OF FUNDS This startup will be completely financed by the owner of the business. The startup funds will be used to purchase initial inventory, purchase the kiosk and display case, and a PC based cash register. Additionally the owner will provide the necessary working capital requirements to fund day to day operations for the initial year of operations. The owner has enough funding to completely fund the business for the first 24 months without relying on sales or other sources of funds. The funds are liquid and primarily in the form of marketable securities. BREAK EVEN ANALYSIS Total fixed costs associated with the jewelry kiosk are $70,624 and represent the annual expenses associated with salary, credit card fees, accounting and legal expenses, rent, insurance, permits and licenses, bad debt and shrinkage, and miscellaneous expenses. The variable cost (overhead) is estimated to be $20 per unit. Based on the assumption of $100 as the average sales price per unit, the breakeven revenue then is $88,281 or 147.14 units. 4. CRITICAL RISKS 4.1) 4.2) 4.3) 4.4) 4.5) 4.6) No Clients Copy of designs Rental insecurities Political situation (Strikes) Power Breakdown Shop Lifting

5. EXIT STRATEGY Business will grow as we further develop a loyal customer base, as such we can expect improvements in sales quarter over quarter. We have the financial resources to self fund the business up to one year, which is the amount of time we give it to be profitable and self sustaining. If after the first holiday season the business is not profitable we will not renew our lease with the malls and will liquidate as many products as we can. Any products remaining after liquidation will be sold over time through various exhibitions and e-commerce website. - 16 6. APPENDIX 6.1) 6.2) 6.3) CV OF THE OWNER. OWNERSHIP AGREEMENT. MEMORANDUM OF UNDERSTANDING.

6.4) RESULTS OF MARKETING STUDIES CONDUCTED. 6.5) COPIES OF LEASES OR RENTAL AGREEMENTS. 6.6) LIST OF ALL BUSINESS CONSULTANTS, INCLUDING OUR ATTORNEY & ACCOUNTANT. 6.7) RESUMES. 6.8) COPIES OF ALL LICENSES, PERMITS AND PATENTS FOR OUR PRODUCT, SERVICE &/OR BUILDING. 6.9) COPIES OF ANY LEGAL DOCUMENTS ASSOCIATED WITH OUR BUSINESS (CONTRACTS, ETC.)

- 17 BIBLIOGRAPHY EHOW HOWCAST