UNIVERSITY OF LAHORE

Entrepreneurship
Section : Date : Submitted to : Submitted by : Muneeb afzal Labeed akhtar B 09-05-2013 Sir. Waqar-ul-qayum (BBA02103117) (BBA02103111)

Servant service solutions

Service:
Servant service is not a new concept internationally but still not in Pakistan. Our population is growing day by day and the living standard of people is also upgrading. Hence the demand of servants, drivers, child care, maids and cooks is also increasing with the upgrade living standard. Many people are using these services by hiring the servants on their own reference but there are many problems which we are facing like risk, reliability, honesty, quality of work, punctuality etc. People are frustrated but they are helpless because they dont have any other choice. So we are trying to fix their problems and we are focusing on the problems that they are facing in their daily life related to these kinds of services. We are going give a reliable solution of all these problems.

Main idea:
Our main idea of business is that the people including (servants, drivers, child care, maids, cooks) who needs for job, come to us and show their interest and capabilities. We train them according to our set standards. And the people who need these services, they approach us (through phone, office, online) and we give them that facility with guaranty

Target market:
Our target market are middle class and high income class. For further the target market for our business includes the people of Lahore who are currently needy of these services. We are giving them a better opportunity. We specially target the married women. We are initially providing this service only in Lahore.

Value for customer: We give reliability of our employee.

 We give guarantee of punctuality, honesty, quality of work etc. We are responsible for any unethical behavior. We have a customer care department for complains. When you will approach us, the person you need will at your door step after two
hours.

We offering discount on one year membership. And also discount on refer to others. Positioning:
Our service is unique in Pakistan thats why there is no competitor of us. And we are giving so much facilities and values for our customers. Money is not above from reliability for the people. So our service will fall at the top in the consumer mind

Team management:

LABEED AKHTAR
FINANCE DEP.

MUNEEB AFZAL
MARKETING DEP.

MUNEEB AFZAL
HRM DEP.

LABEED AKHTAR
CUSTOMER CARE

(HIRE SOON)
I.T DEP.

Company Name:

Quick Servants

Brand Name:

QSprivate limited

Slogan:

Make Your Life Easier

Logo:

Our Services:
Servants Drivers Child care Maids Cooks

Industry analysis
Industry analysis Is an analysis of various key factors relating to the industry. It may include an analysis of the industry life cycle, and five competitive forces.

Threat of substitutes:

We are providing a service of servant, maid, cook, drivers, child care with full reliability and punctuality. So in Lahore as a organization there is no substitute of us but there are many individuals who are doing these jobs, so we consider them as our substitute because we have threat from them. They are working on our consumers houses from many years and some people are satisfy from their work and reliability and they do not want to change them with other, this is threat for us and we have to capture it.

Threat of new entrance

In it we check that if a new entrance is is trying then how much threat effects and in how many ways. We discuss some ways. Economies of scale: In our case there is no organization in Lahore which is our competitor but many people work individually on low price so economy of scale is low because the service we are going to give that is already exist in low price but no reliability . Product differentiation: Our service is already exist but we are giving some different features and facilities which are differentiate our service from our substitutes. Availability in 2 hours any time u call. We are offering reliability. We are responsible of their behavior. We are offering different in age, gender etc. (according to requirement ) We are offering punctuality. Service is set according to our set standards.

Capital requirement: We dont need a large capital because we are not producing some product but giving a service but we need a large amount on marketing to aware people and to get unemployed people. And we required amount on human resource to deal customers and employees. Access to distribution channels: We aware people through marketing and then people who need of our service they call us and may come to us. They person they required is at their door step after 2 hours In Lahore only.

Government and legal barriers: There is not much barriers are exist because it is a new idea and in Lahore there is not any other organization is working like us. But we need some government help to identify our employee that is he or she not a defaulter and to check his past.

Rivalry among existing firms

In our case we dont have any rivalry as organization because there is not any organization which is working like us but many individuals who are working and giving service. Degree of difference between products: Our service is different from our substitutes in these points. Availability in 2 hours any time u call. We are offering reliability. We are responsible of their behavior. We are offering different in age, gender etc. (according to requirement ) We are offering punctuality. Our business model is unique. Service is set according to our set standards.

Level of fixed cost: We need not heavy investment on fixed assets because on the start we need 2 offices in Lahore and one training center. There is not much equipment we required but human capital only.

Bargaining Power of Suppliers

We are providing a service of servant, maid, cooks, drivers, and child care so we need some human capital and unemployed people who want job which we mention before. We just need some human capital who want job and we also capture these people who are working on somewhere but they are not satisfy from their job. We solve their problems (less pay, medical) if they switch in our business cycle. To run a new business in service sector the bargaining power of suppliers is most important aspect. In our business the suppliers is our employees thats why they are our first priority to satisfied their employees for giving them handsome pay, giving them medical facilities.

The procedure of our recruitment for the employees starting with the advertisement like banners, radio transmission, pamphlets (Rural area) .

Bargaining Power of Buyers

In real life the buyers always want good quality product in cheap price. Our business is new in market and there is no competitor in the market this is our competitive edge. In our service sector we are trying to provide good quality service for our buyers, we are trying to satisfy them for giving them good service in sense of reliability, punctuality, behavior. The buyers always want this kind of quality service in low prices. As we say above there is no our competitors in the market thats why the buyers able to use this reliable service at any cost.

Competitive analysis
Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Identify competitors: The first step is to identify the competitors. We are giving service of servant, maid, cooks, drivers, and child care in Lahore and there are only two competitors in Lahore as a dealer but we consider them as a competitor and also to these people who are working individually. Direct competitor: Here are few dealers who are working as a linkage between those who require jobs and those who need servants and these dealers are coming into our way as competitors. They get involved in dealing between these two parties and get commission for first time only. After that they have no concern with servants performance and liability. Indirect competitor: There is no organization like us but there are many individual which are working and giving service like us and they are also a big threat for us so we consider them as an indirect competitor. Future competitors:

Currently there is only two direct competitor as an organization because we find a gape in the society but after we start there are many chances of our competitors so have to capture more and more segment and we have to much satisfy to them.

Market analysis
It is the analysis of market in which we divide the market on some segments and after that we select a target market from our segments. Market segmentation: We have divide Lahore population on these segments. Consumer is like one word but it represents three segments of people. In this part we discuss the focused things of each segment. The three segments of consumer are given below. Low class: Low class does its all work by its own. And their income does not allow them to keep servants. This segment is our focus for employees selection. Middle class: This segment involves mostly jobians or those having small businesses. Middle class mostly requires maids and sometimes drivers but normally Child Care and Cooks are not the focus of majority of this segment. High income class: High income class lies at the top of our loyal customers list. This segment demands all type of the servants because of their busy routines. They demand child-care, drivers, maids and cooks as well. This segment mostly involves land lords and businessmen. This class is prior than other one because it is willing to pay any amount for their satisfaction. Target market:

After segmentation we select two segments of market which are middle class and high income class. For further the target market for our business includes the people of Lahore who are currently needy of these services. We are giving them a better opportunity. We specially target the married women. We are initially providing this service only in Lahore. Buyer behavior: Our customers are currently using the services from some individuals that services we are going to offer. But most of them are dissatisfy from them in many ways (punctuality, reliability, behavior, performance etc). So we find the gape and we are offering the solution of these problems which they are facing in daily life. It is expected that well get full response from our buyers because it is need.

Business Model
1. Core Strategy: Mission statement:
Mission is to be the leading supplier of reliable servants on quick basis at their door step and provide good job opportunity to needy uneducated persons

Objectives: To provide quick and reliable servants to society To provide job opportunities to unemployed uneducated people. Product/market scope:
Through such services we are offering, we have an opportunity to expand it in different ways. We can market different businesses via our employees who would be working in different homes. We can make our customers aware of different products or services by giving them pamphlets or information through workers.

We can further extend our own service line by providing a service of marketing for example a service of free sampling or catalogue distribution and we also can check the direct response of consumer. And we also start with these services like AC servicing and Carpet washing.

Basis for differentiation: Availability:

Our service is different in terms of various facts. One of them is availability. On a call of customer or on site visit or on office visit, servant he requires would be on his door step within given time.

Reliability:
Reliability is the main factor of differentiation from our indirect competitors. We dont have direct competitor as a organization but some indirect competitors are exist but the reliability is the main problem facing by people. Our servants would have reliability as we would be responsible if something goes wrong with them.

Punctuality:
There is another major problem exist in our indirect competitors is lack of punctuality and regularity. In sense of regularity, our servants would be punctual on their duty.

Standardize:
Our servants would be trained according to standard. This is last but not the least fact. Their activities and way of doing job would be representing our companys name so we will never compromise on it.

2. Strategic Resource
Supplier/agents:
We will hire agents who would work as a supplier. We will choose few people from neighboring areas like villages or towns who will be convincing the unemployed people in their

links to come to us for jobs and will inform us of them as well. They will work as buzz creator for our company in their areas.

Customer interference

Customers will have different sources to contact us. We would be taking orders through phone calls, Emails and office visits. Then after taking an order, it would be passed onto Human Resource Department who will check the availability of required person and answer will be given to customer within few minutes. And that required person will be then sent to costumers

home if servant is available. If servant is not available then we shall contact our agent linked with that required person and shall say him to make that person available within time. And then we shall be sending a person from our customer care department with that servant to customers home who shall introduce that servant to the family.

Value chain

Marketing Plan
Executive Summary

We have decided to initiate a business of rendering services by providing servants, maids, baby sitters, cooks and drivers. In such business we have families as our customers who will keep these servants referred to as our employees. We will do advertisement to make people of Lahore aware of our service and of villages to get a chance of employment.

Situation Analysis
It refers to the scenario for our initiative business.

a) Customers:
Consumer Segments: Consumer is like one word but it represents three segments of people. In this part we discuss the focused things of each segment. The three segments of consumer are given below. Low class: Low class does its all work by its own. And their income does not allow them to keep servants. This segment is our focus for employees selection. Middle class: This segment involves mostly jobians or those having small businesses. Middle class mostly requires maids and sometimes drivers but normally Child Care and Cooks are not the focus of majority of this segment. High income class: High income class lies at the top of our loyal customers list. This segment demands all type of the servants because of their busy routines. They demand child-care, drivers, maids and cooks as well. This segment mostly involves land lords and businessmen. This class is prior than other one because it is willing to pay any amount for their satisfaction.

b) Competitors:

Competitive analysis
Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Identify competitors: The first step is to identify the competitors. We are giving service of servant, maid, cooks, drivers, and child care in Lahore and there are only two competitors in Lahore as a dealer but we consider them as a competitor and also to these people who are working individually. Direct competitor: Here are few dealers who are working as a linkage between those who require jobs and those who need servants and these dealers are coming into our way as competitors. They get involved in dealing between these two parties and get commission for first time only. After that they have no concern with servants performance and liability. Indirect competitor: There is no organization like us but there are many individual which are working and giving service like us and they are also a big threat for us so we consider them as an indirect competitor.

c) Company:
Our company name is quick servant and we are going to provide quick and punctual servants to society to make their life easier. The main feature of our services would be reliability which is the first need of customers. This company is partnership based and registered from Security Exchange Commission of Pakistan SECP. Currently! This company does not exist in market but soon it is going to be here. And people will get awareness of our initiative business through promotional plan we have made to attract large number of customers. This company would be on big scale in terms of finance in Lahore.

Market opportunity and issues

Our company has an opportunity to expand our business by increasing our service line as we can provide gardening, carpeting services as well along with AC services and Carpet washing. We also have an opportunity to be marketing company for other businesses as we can distribute catalogs, free samples and brushers directly to homes through our employees.

Objective:
Our objectives are: Awareness about our service and business. To capture maximum market share.

Marketing Strategies
Marketing Strategy for Customers: For costumers, we are going to use pull strategy by advertising. Marketing Strategy for agents: For employees, we will be using pull strategy by advertising on radio and push strategy by making links with agents.

Target Markets
After segmentation we select two segments of market which are middle class and high income class. For further the target market for our business includes the people of Lahore who are currently needy of these services. We are giving them a better opportunity. We specially target the married women. We are initially providing this service only in Lahore.

Positioning
Being us the only such type of business is its positioning itself. And we are going to satisfy both our employees and customers so that would show positive image of our company. It is as we would offer good pay with respect to our employees and our customers would be satisfied with the reliability and working of our employees.

Marketing Mix
Place for Customers: Lahore will be a place to capture more customers. Place for Employees: Rural areas will be targeted for employees. Product/Service: We are going to give a service of servant providence to society. These servants includes Nanny, Maid, Cook and Driver with reliability & punctuality.

Promotion For customers

Service introduction:
Servant service is not a new concept internationally but still not in Pakistan. Our population is growing day by day and the living standard of people is also upgrading. Hence the demand of servants, drivers, child care, maids and cooks is also increasing with the upgrade living standard. Many people are using these services by hiring the servants on their own reference but there are many problems which we are facing like risk, reliability, honesty, quality of work, punctuality etc.

Problem Area :
People we are targeting as our customers are of Lahore. Here are some dealers who are working on the basic idea as we are having but we are initiating a business with improved and amended idea. People are not aware of this business so we need to promote our business to acknowledge them that we have solutions for their problems.

Adopted way of promotion:

We are using pull strategy for our customers. We will make an advertisement which would be published in print media. Electronic media will also be a source to attract residents of Lahore. An ad will be telecasted on television at evening hours. Evening hours are focused for this advertisement because that is a time when television is watched almost in every home by housewives. And they are usually house wives who count a lot as our customers because they have to deal with their homes. Bill Boards would also be included in promotion plan for customers. Advertising on these listed channel at prime time 7 to 9.

City 42 Hum t.v Urdu 1

Ad on these listed newspapers on Sunday.

Express newspaper Jung newspaper

Pricing
Competitive strategy:
We are using competitive strategy for price of our service because there are some competitors exist in Lahore so, we surveyed them and set our own price.

Cost based pricing:

We use the method of cost based pricing because our competitor exist and their image is not good, so we cant start from higher price. We need to build a relation of trust first with the customers after that we can increase our price. Currently our margin is 10% on our servants pay. And we set our servants pay by competing our competitors as other competitors charging. Prices are not fixed, its negotiable according to the customers status and need.

Maid

(7000 to 8000 at upto 10 marla house) (start from 8000 at above 10 marla)

Cook

(start from 8000 for Punjabi style cooking) (start from 10000 for Punjabi, Chinese, Italian cooking)

Driver Baby sitter

: :

(start from 9000) (start from 14000)

Promotion efficiency:
Our promotion campaign seems very efficient. Through this promotion we will get many returns. Many of the families in city will become aware of our business. Searching for reliable servants is one of the major issues for families so when they would find a way to get their problem solved they will definitely contact us. A positive word of mouth will be generated about our company.

PROMOTION For Employees

Agents introduction: We will hire agents who would work as a supplier. We will choose few people from neighboring areas like villages or towns who will be convincing the unemployed people in their links to come to us for jobs and will inform us of them as well. They will work as buzz creator for our company in their areas. These neighboring areas would include Gujranwala, Sheikhupura, Qasoor, Okara and Chunian. Problem Area : We need poor and needy people as our employees who we are going to provide to our customers for servant services. We do not have direct access to employees. So we need some people to be a link between these unemployed needy people and us.

Adopted way of promotion: We are using pull and push strategy for our employees. For pull strategy we are going to make some radio announcements in target areas to attract unemployed people. For push strategy we will choose agents who will do direct marketing for our business and will provide us links of unemployed persons from their surrounding areas. We are going to give some incentives to our agents to motivate them. These benefits are in the form of commission increment and some medical facilities. But these incentives would be cherished by only those agents who will get successful in providing us links of 30 or more than 30 unemployed persons in one month. Announcement on these listed radio channels

F.M 103 F.M 98

Communication Message: Khush khabri!!! Ona lai jairay pareshan ne apni nokriyan paron. Asi QUICK SERVANTS waley aana pareshaniyan da hal le k aaye ne jaray paan tey pra driveri, bachay sambna, safai suthrae, khana pakan da hunar jandey ney. O saday as number tey rabta karan,0333-4444123, ya fir saaday daftar tashreef lawan. Rabta pata: DEFENCE BLOCK-H, MAIN MARKET, LAHORE Target Market: Our target market will be neighboring rural areas of Lahore. Unemployed persons who can provide services at others home would be available in those areas and we can approach them quickly because of small distances. Objective:

To give employment to uneducated/educated unemployed people.

 To capture these unemployed people in sense of our business.

Promotion efficiency: Our radio announcements will make unemployed people aware of our company. Some will contact us directly and those who would not have heard of our business, our agents will convince them to approach us. We will get employees for our company and these unemployed needy people will get jobs. Review and Control: We will be having a proper feedback system to monitor the working of our employees and suggestions would be asked from customers to know the demand of our services and needs of customers. Contingency Plan: If our previousy decided promotional plan fails to work then we will use plan B to fulfill our objective which is to make people aware of our business. And according to this new plan, the way to attract customers would include provision of brushers. SMS will be sent to targeted people. And methods of direct marketing would be adopted to achieve our objectives.