Xpress ISP

House no. 24, Road no. 21, Sector 6

Uttara, Dhaka

www.xpressconnections.com

Co- Owners: Sanwal Mofiz, Shamsul Arifeen, Nahidul Islam, Kazi Ishtiak Bin Yusuf,
Mohammad Tayub Ullah Khan & Faisal Hossain.

Description of business:

This business will provide internet connection through optical fiber cable networking to
consumers and businesses (Universities, corporate houses etc.) Initially this business will cover
in areas like Uttara, Tongi and Board Bazar (of Gazipur) as there is a huge demand of high speed
internet in these areas. The service will include internet connections ranging in different
bandwidth with a maximum speed of 128 kilo byte per seconds (Downloading). For consumers
and businesses this service will have different packages.

Financing:

Initially each of the co-owners of the business has invested 10, 00,000 (10 lakh BDT) and as a
result the total invested amount on this business is 60, 00,000 (60 lakh BDT). The capital
structure does not include any debt therefore.

This report is strictly confidential and is the property of the co-owners listed above. It is intended
only for the use by the persons to whom it is transmitted and any reproduction or divulgence of
any of its contents without the prior written consent of the company is prohibited.

1
 Table of Contents

Executive Summary ……………………………………

……………………3

Environment & Industry analysis…………………

……………………4

Description of Venture…………………………………
………………...10

Service plan………………………………………………
……………………17

Marketing Plan……………………………………………
…………………23

Organizational plan……………………………………
………………….29

Assessment of risk………………………………………
………………….33

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Financial Plan………………………………………………
………………..33

SWOT analysis……………………………………………
………………….36

2.0 Executive Summary

This report basically has all the information regarding the Internet Service Provider
named Xpress (Pronounced Xpress). Xpress ISP will provide internet connection through optical
fiber cable network using the VPN technology. The maximum bandwidth is 1024 kilo bit per
second which gives a downloading speed of 128 kilo bytes per second. Because of this prime
speed, this service will include Internet Connectivity, Business E-mailing & Hosting, Hosted
Spam Firewall, Network Monitoring, video conferencing etc. This business will serve from
business to business and business to consumers as well. Serving the consumers after giving
them the connection will be strictly monitored so that proper service is ensured. Packages and
services for consumer and businesses will differ. Some of our competitors are BracNet, Aamra
Networks etc. Xpress will follow a market penetration strategy to be a market leader. The
prime positioning in the marketing strategy is the speed of the internet. This business will have a
significant amount of investments in marketing and advertising of the brand. In the production
planning, this business will need technical equipments like router, network switches, hubs etc.

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This organization will be basically a decentralized organization. Although new technologies
are coming, but the speed of Xpress internet will ensure that the business sustains in the market.
A brief description about the financial planning is given in this report. The political and
environmental threat to this business will be there and that is also briefly analyzed in the report.

3. Environment & Industry analysis:

3.1 Political, Economy and Technology analysis:

It is important to know the present and present the environmental and industry condition because
this will have a great impact on our new venture. Environmental factors are consists of political,
economy, culture, policy and other things. We will consider the first four of them.

3.1.1 Political condition:

The political perspectives of a nation should be examined according to Type of government,

Stability of government, Quality of host government’s economic management, Change in
government policy, Host country’s attitude toward foreign investment, Host country’s
relationship with the rest of the world, Fairness and honesty of administrative procedures,
Closeness between government and people.

Bangladesh has Parliamentary form of government, where PRESIDENT is head of the State and PRIME
MINISTER is head of government. It’s a democratic country. But the present condition is not

4
looking too good for the whole country because the condition is now changing day by day. The
care taker government is now trying to make a situation where the entire political group can
participate in the coming election procedure.

For us it’s important because we will be starting our venture from the January, 2009. In that time
we are expecting a new political government and where they can maintain a stable condition for
business. Their important causes with out a stable condition we cant maintain our business.

The judiciary system has been separated from the government. So we expect we will have a fair
case ending if any thing goes wrong. But still government has to check and reduce the
corruption. If the corruption is not reduced in the coming year we will have to face a difficult
time because the business cost will be gone up.

3.1.2 Economic condition:

The economic situation of Bangladesh is motionless at this moment under the power of caretaker
government. Recently, Chief Adviser (CA) Fakhruddin Ahmed said at a press conference that the
country's current economic slowdown will be over as the interim government has already taken
some measures, including formation of a private-public business forum, to address the situation.
We are very much optimistic like our Chief Adviser that the problem will be reduced in the
coming year.

But still we have to recognize the fact that the purchasing power of general people has been
reduced, though our target market has not been affected by a great deal. The business companies
which we are targeting have made some profit during these 2 to 3 years. And in the next year we
are expecting that the economic condition will be better for every one cause their will be a new
elected government who will take charge for every economic factors.

The Asian Development Bank (ADB) forecasts six per cent GDP growth in the current fiscal
year (FY), which is slightly lower than 6.7 per cent growth of the last FY. Despite the generally

5
positive outlook though, substantial under pricing of energy products is continuing to build large
financial imbalances, which are posing a growing threat to both fiscal and monetary stability.

Other risks include political uncertainty that could disrupt the economy in the lead up to general
elections due in January next year, it said, adding that conditions for expansion in industry as
well as in services are expected to be favorable, though the frequent power disruptions need to be
addressed. Despite the central bank’s indication of a continuing tight monetary policy, the
elections suggest that a broadly accommodative stance will continue and, with the legacy of large
rises in monetary aggregates in FY2006, only a slight moderation in inflation is expected during
the year. Apart from international price rises, inflationary pressures include likely further upward
adjustments to domestic oil prices, though these may well come only after the January elections
and expected further depreciation of the taka. Developing Asia’s strong economic expansion is
expected to continue, with growth projected at 7.7% in 2006 before easing to 7.1%, the ADB
report said.

3.1.3 Technology:

6
The ISP and data processing industry is now being considered a rapidly changing industry due to
continuous technological innovation. The duration period of the change is very short and that’s
why we have to make careful short term marketing decisions as well as to be prepared with
contingency plans given any new technological developments which may affect our services.

3.2 Government Policy towards ICT:

The government has taken development type policy towards the ICT sector. Short description of
policy is given below,

This Policy aims at building an ICT-driven nation comprising of knowledge-based society by the
year 2006. In view of this, a country-wide ICT-infrastructure will be developed to ensure access
to information by every citizen to facilitate empowerment of people and enhance democratic
values and norms for sustainable economic development by using the infrastructure for human
resources development, governance, e-commerce, banking, public utility services and all sorts of
on-line ICT-enabled services.

Bangladesh, having the advantage of cost-effective labour, must endeavor for expansion and
export of ICT-enabled services such as medical transcription, data entry, data processing, call
centers etc. at home and abroad. NGOs interested to contribute for the expansion of ICT sector,
will be provided with facilities.

3.3 Analysis of the competitor:

Competitive threats come from other ISPs, including the following companies: Global, Grameen
Cyber net, Bangladesh Online and Brac Net. Most of our competitors offer solutions for
Windows, and perhaps Mac, but ignore all other operating systems. With the rise of Linux and
other alternative operating systems, there is potential for Web Revolution to surpass its
competitors.

Key competitors are detailed as follows:

Bangladesh Online

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Bangladesh Online offers a wide variety of services to match customer needs. They have split
information into two categories:

1. Basic service: for customers looking for a simple, inexpensive way to connect their home or
business to the Internet.

2. Complete details: for customers who need a custom solution for unique requirements, it offers
the following services:

Connectivity:

• ADSL & SDSL.

• Modem service.

• ISDN.

• Special Services:

• FTP services.

• Leased lines.

• Web hosting.

Brac Net

Brac Net is one of the largest ISP. Locally owned and operated since 1998, Arizona.Net
specializes in modem dial-up, ISDN, dedicated local area network (LAN) access and T1 (a high-
speed network link that transmits data at 1.5 Mbps) to the Internet.

8
For dialup connections, Brac Net uses an all-digital modem pool consisting of equipment from
US Robotics, Ascend, and Livingston. All of their locations maintain a full 56k modem pool,
upgraded to the latest version of the v.90 standard. These digital modems allow for a more
reliable connection, and enable them to make ISDN connections on the same equipment, so they
can offer 64k ISDN service with all dialup accounts. To make sure that customers can get to their
services, Arizona.Net maintains a no-busy-signal policy.

If customers report a busy signal, Brac Net has the ability to connect as many telephone lines as
necessary to relieve the problem. Currently, none of their locations are having any problems with
busy signals. Brac Net maintains multiple separate T3 (a high-speed network link that transmits
data at 45 Mbps) connections to the Internet backbone through multiple backbone providers.
These separate connections give Brac Net more than enough bandwidth to handle future growth
as well as provide the security of uninterrupted service.

Grameen CyberNet

Grameen CyberNet helps its members have an enjoyable and productive Internet experience by
providing reliable, unlimited Internet access and Web hosting services, outstanding technical
support, useful information, and innovative services. Prices are among the lowest in the industry.
EarthLink offers the following services:

• Internet access.

• High-speed access.

• Web hosting.

• EarthLink Sprint bundle.

9
AAMRA NETWORKS

Global delivers complete Business Internet Solutions for any small business backed with its
award winning service and support. Its business plans--whether Web Hosting, e-commerce, high
speed dedicated access or Web Design--are packaged to fit customer needs today and are tailored
to grow along with business for tomorrow. Global offers the following business solutions:

• Web hosting.

• Business access.

• E-commerce.

• Domain reservation.

• Dedicated access.

• Dialup access.

• SDSL Waiting List.

• Promotional solutions.

• Help desk.

4.0 Description of Venture

4.1 Internet Connectivity

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Dedicated Bandwidth Internet is the flagship product of Xpress networks limited. Dedicated link
is established using fiber optic or wireless radios between the state-of-the-art POPs and NOCs
and the gateway that connects customer LAN. Our network ensures excellent quality, high
capacity, and low latency Internet connectivity.

Xpress networks maintains redundancy of all hardware used in the network along with its SEA-
ME-WE-4 (email backup by VSAT) to ensure fast access to the World Wide Web.

Main Features

• Dedicated Bandwidth Internet from 512kbps/512kbps onwards

• Free installation and equipments

• SEA-ME-WE-4 with email backup by VSAT

• 24/7 Customer Support with auto hunting number

• Proactive monitoring with SMS notification

• Monthly Uptime & Log Report

• Web-based interface to monitor bandwidth usage

• Business Class Service Level Agreement

4.2 Business E-mailing & Hosting

Email and web site are two of the most

important parts of any business - they define
who you & your business are, and that
definition is often the difference between

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success and failure. Business Email & Hosting Services by Xpress networks limited gives a
business the expertise, reliability, and support to effectively compete with larger organizations.
Our set of features, in the brand name Total Office, offer you "big company capabilities" in user
and domain creation and customization, email collaboration, and the assurance that your
communications are reliable and secure. The service offers state-of-the-art data security measures
spanning physical monitoring, redundant, continuous and protected power infrastructure, as well
as fire prevention, detection and suppression systems. The policies and practices used by Total
Office help prevent sabotage, accidental loss and the resulting unnecessary downtime. Thus, one
can leverage own resources with a premium outsourced email solution that's priced to give you a
real return on what may be the most important investment: communication.

4. 3 Hosted Spam Firewall

Spam has rapidly turned from a mere

nuisance into a major security threat and
financial drain for organizations worldwide. While at first spam was relatively easy to block
through the use of blacklists or basic content filtering techniques, spamming methods have
advanced to the point that these technologies are no longer sufficient or cost-effective. The
financial costs associated with spam are also large and growing. Therefore, with such an

12
influx of unwanted, dangerous junk mail, it is necessary for organizations to broaden the efforts
at combating spam by applying a new generation of anti-spam solutions that leverage multiple
layers of protection, including maintenance services. After years of R&D, Xpress networks has
designed an anti-spam solution named NOSPAM, suitable for small to large enterprises.

4.4 Network Monitoring

ePulse is a remote network monitoring service, developed by

Xpress networks limited, that keeps a constant watch over our
customer servers and network components, 24/7/365. It does this
by creating and sending target-specific tests and verifying that devices are connected to the
Internet, responding properly and delivering the correct contents to customers in a timely
manner. Monitoring tests are performed up to every minute simultaneously from multiple
geographically dispersed monitoring locations. When an error is detected, a triple-stage
verification process is started using three independent resources to confirm the error. Once the
error is confirmed, it sends SMS notifications to all of designated contacts. Thus, ePulse notifies
IT managers, webmasters and support teams about problems with the monitored target

4.5 Video conferencing

Videoconferencing Service is a process of

interactive telecommunication which allows two or
more locations to interact via two-way video and
audio transmissions simultaneously. In today's
business climate, companies are highly concerned with time, cost and safety-related issues.
As a result, Videoconferencing has become more important than ever before with significant

13
benefits. Xpress networks limited has brought the Videoconferencing Service in conjunction with
the internationally renowned brand POLYCOM. With Polycom's crystal-clear audio sharp
visuals and intelligent voice tracking, group video meetings have become even more efficient
and productive. The team of Xpress networks is always ready to demonstrate the value of video
conferencing and show the benefits it can bring to your organization.

4.6 Video Surveillance

Remote Video Surveillance is an

integral part of every business
monitoring as even a small lapse may
cause dangerous situations. An Xpress
network limited provides Video
Surveillance solutions with in-depth business monitoring expertise and reliability that can make
your business secure against threats. The Solution offers single vendor, cost-efficient and
future-proof solutions for security and remote monitoring applications. Connecting directly to the
network, our service can distribute high-quality video over any IP network, whether local or the
Internet wired or wireless. The Video Surveillance System is able to transmit digital video
without the need for a dedicated physical infrastructure. It uses standard IP networks, such as
LANs or the Internet, for transporting information, rather than dedicated point-to point cabling,
such as that used in analog video systems. Thus, with Xpress networks’ Video Surveillance
Service, an authorized user can access video at any time from any computer connected to
Internet anywhere.

4.7 IT Infrastructure Management

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Xpress networks’ IT Infrastructure Management Service is designed to help organizations
manage, secure and support all IT assets. With this service, organizations can reduce operational
costs, increase operational efficiencies, set the foundation for future growth, and align IT with
business priorities. This, single-source services, is designed to help keep multi supplier
environment operating at peak performance. We specialize in identifying redundancies,
recognizing bottlenecks, and staying technologically current by providing One-Stop-Solution.
We focus not only on your Existing Network through Helpdesk, Server, Storage and Network
Management but also all Probable Future Networks through Project Management and
Provisioning. Thus, this One-Stop-Solution of IT Infrastructure Management Service of Xpress
networks would simplify your IT Infrastructure with improved reliability and availability.

4.8 Data Backup & Disaster Recovery

DATA SAFE by Xpress networks limited is an online

data backup service that will store your valuable data in
encrypted form in a remote offsite location that has full
bank grade security systems. It can help back up and retrieve files recently worked on or had
been damaged by a disaster such as fire, flood, or harmful computer virus etc. The technology
offers proven methods to recover and restore data to get up and running as soon as
possible with minimum interruptions. No extra internet bandwidth or valuable time is required
for uploading the data, as the service only launches when the PC/Laptop is idle. Its easy to use
DATA SAFE as it continuously monitors selected files, backing them up whenever they change.
Even if the back up process gets interrupted it will resume later on, picking up exactly where it
left off. Thus, DATA SAFE is a small application that downloads and runs in the background of
the computer, designed to be used by everyday computer users without the benefit or
requirement of an IT support staff, providing online continuous backup in a secure offsite
storage.

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4.9 Size of Business

Office Equipment and Personnel:

Office Equipments:

• Office Furnishing
• Lighting
• Fans and Air coolers
• Computers
• Internet service provider
• Stationery
• Utilities
• Others

Names of Suppliers of Office Equipment:

Furnishing

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 OTOBI Limited
14 Dilkusha C/A, Dhaka-1000, Bangladesh
Tel: 9563931-2, 9666747

Lighting, Fans and coolers

Shwash Lighting & Electronics Ltd.
57, Shahid Syed Tajuddin Ahmed Sarani, Rasulbagh, Mohakhali
Dhaka-1212, Bangladesh
Tel: 9882791, 8815246, Fax: 9562548
Web site: http://www.shwash.com

Electrical Appliances
World Electronics.
36 Nawabpur road, Nawabpur
Dhaka-1215, Bangladesh
Tel: 8119625, 8118052

Telephones
Dhaka Phone Ltd.
91, Mohakhali, Dhaka, Bangladesh
Tel: 9332000, 9348594, and 9348566
Fax: 8314867, 8314193

Stationery
Gyankosh
10-11, Mumtaj Plaza, Dhanmondi, Dhaka
Tel: 8623251

Others

17
 FOOD / TOILETRIES / TOOLS/ CAR WASHER/
From Local departmental stores

4.10 Personnel Required

To run the business we need to appoint some employees that include one manager who will be in
charge officer, One Accountant (Accounts, finance and operational) who will look after about
accounts and finance, Two sales people who will be working under the showroom manager and
take care of our customers, in this case at the first year sales person will be one and rest of years
will be two. On the other hand, we will appoint one car mechanics and one assistant who helps
technician. We also need one caretaker. Manager and Accountant may come from the partners.
Sales people and other workers will hired from outside.

5. Service plan:

5.1 Flow Chart of service

BTCL (supplier)

Xpress Network

• Internet Connectivity
B2B B2C
• Business Email & Hosting

• Hosted Spam Firewall

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• Network Monitoring
• Internet Connectivity
• Video Conferencing
5.2 Equipment

5.2 Machinery and Equipment:

Surveillance cameras

Closed-circuit television (CCTV) is the use of video cameras to

transmit a signal to a specific place, limited set of monitors. It
differs from broadcast television in that the signal is not openly transmitted, though it may
employ point to point wireless links. CCTV is often used for surveillance in areas that may need
monitoring such as banks, casinos, airports, military installations and convenience stores. The
increasing use of CCTV in public places has caused a debate over public surveillance versus
privacy. People can also buy consumer CCTV Systems for personal, private or commercial use.
A more advanced form of CCTV, utilizing Digital Video Recorders (DVRs), provides recording
for possibly many years, with a variety of quality and performance options and extra features
(such as motion-detection and email alerts). In industrial plants, CCTV equipment may be used
to observe parts of a process from a central control room; when, for example, the environment is

19
not comfortable for humans. CCTV systems may operate continuously or only as required to
monitor a particular event.

Cat 5

Category 5 cable, commonly known as Cat 5, is a twisted pair

(4 pairs) cable type designed for high signal integrity. Many
such cables are unshielded but some are shielded. Category 5
has been superseded by the Category 5e specification. This
type of cable is often used in structured cabling for computer networks such as Ethernet, and is
also used to carry many other signals such as basic voice services, token ring, and ATM (at up to
155 Mbps/s, over short distances).

Optical Fiber

An optical fiber (or fibre) is a glass or plastic fiber that

carries light along its length. Fiber optics is the overlap of
applied science and engineering concerned with the design and application of optical fibers.
Optical fibers are widely used in fiber-optic communications, which permits transmission over
longer distances and at higher data rates (a.k.a "bandwidth") than other forms of
communications. Fibers are used instead of metal wires because signals travel along them with
less loss, and they are also immune to electromagnetic interference. Fibers are also used for

20
illumination, and are wrapped in bundles so they can be used to carry images, thus allowing
viewing in tight spaces. Specially designed fibers are used for a variety of other applications,
including sensors and fiber lasers.

LAN Adapter

A Network card, Network Adapter, LAN Adapter or NIC

(network interface card) is a piece of computer hardware
designed to allow computers to communicate over a computer
network. It is both an OSI layer 1 (physical layer) and layer 2 (data link layer) device, as it
provides physical access to a networking medium and provides a low-level addressing system
through the use of MAC addresses. It allows users to connect to each other either by using cables
or wirelessly.

Router

A router is a computer whose software and hardware are usually tailored to

the tasks of routing and forwarding information. Routers generally contain a
specialized operating system (e.g. Cisco's IOS or Juniper Networks JUNOS
and JUNOSe or Extreme Networks XOS), RAM, NVRAM, flash memory, and one or more
processors, as well as two or more network interfaces. High-end routers contain many processors
and specialized Application-specific integrated circuits (ASIC) and do a great deal of parallel
processing. Chassis based systems like the Nortel MERS-8600 or ERS-8600 routing switch,
(pictured right) have multiple ASICs on every module and allow for a wide variety of LAN,
MAN, METRO, and WAN port technologies or other connections that are customizable. Much
simpler routers are used where cost is important and the demand is low, for example in providing

21
a home internet service. With appropriate software (such as Untangle, SmoothWall, XORP or
Quagga), a standard PC can act as a router.

Network Hub

A network hub or repeater hub is a device for connecting

multiple twisted pair or fiber optic Ethernet devices together,
making them act as a single network segment. Hubs work at the physical layer (layer 1) of the
OSI model. The device is thus a form of multiport repeater. Repeater hubs also participate in
collision detection, forwarding a jam signal to all ports if it detects a collision.

Hubs also often come with a BNC and/or AUI connector to allow connection to legacy
10BASE2 or 10BASE5 network segments. The availability of low-priced network switches has
largely rendered hubs obsolete but they are still seen in older installations and more specialized
applications.

Network Switch

A network switch is a broad and imprecise marketing term for a

computer networking device that connects network segments.

The term commonly refers to a Network bridge that processes and routes data at the Data link
layer (layer 2) of the OSI model. Switches that additionally process data at the Network layer
(layer 3) (and above) are often referred to as Layer 3 switches or Multilayer switches.

22
The term Network switch does not generally encompass unintelligent or passive network devices
such as hubs and repeaters.

Repeater

A repeater is an electronic device that receives a signal and

retransmits it at a higher level and/or higher power, or onto
the other side of an obstruction, so that the signal can cover longer distances without
degradation.

Amplifier

Generally, an amplifier or simply amp, is any device that changes,

usually increases, the amplitude of a signal. The "signal" is usually
voltage or current.

In popular use, the term today usually refers to an electronic amplifier, often as in audio
applications. The relationship of the input to the output of an amplifier — usually expressed as a
function of the input frequency — is called the transfer function of the amplifier, and the
magnitude of the transfer function is termed the gain. A related device that emphasizes
conversion of signals of one type to another (for example, a light signal in photons to a DC
signal in amperes) is a transducer, or a sensor. However, a transducer does not amplify power.

23
Server

A server is a computer dedicated to providing one or more services over a computer network,
typically through a request-response routine. These services are furnished by specialized server
applications, which are computer programs designed to handle multiple concurrent requests.[1]
Examples of server applications include mail servers, file servers, web servers, and proxy
servers.

6.0 Marketing Plan

6.1 Services and Pricing

6.1.1 Services

We are offering internet services for two segments, firstly the consumers and secondly the
businesses. The services of our Business to Consumers (B2C) will be:

• Fixed Bandwidth

o 32 Kilo bit per second to 128 Kilo bit per second (Downloading speed: From 4
Kilo byte per second to 16 Kilo byte per second) Price: 800BDT

o 192 Kilo bit per second to 448 Kilo bit per second (Downloading speed: From 24
Kilo byte per second to 56 Kilo byte per second ) Price: 1000BDT

o 512 Kilo bit per second to 704 Kilo bit per second (Downloading speed: From 64
Kilo byte per second to 88 Kilo byte per second) Price: 1200BDT

o 864 Kilo bit per second to 1024 Kilo bit per second (Downloading speed: From
108 Kilo byte per second to 128 Kilo byte per second) Price: 1800BDT

24
This fixed bandwidth will provide excellent flexibility in terms of the requirement to the
consumer. Our services will be backed by the Cisco software engineers who will ensure that we
are providing our consumers with the service that we have promised.

We will be providing internet connection to the three universities in Board Bazar Gazipur
(Which are Open University, National University and Islamic Institute of Technology) as there is
a huge demand for high speed internet. However we will be providing internet connections to
offices in Tongi and Uttara as well. The services for our Business to Business (B2B) will be a
fixed bandwidth of 512 to 1024 Kilo Bit per second. This bandwidth will provide a downloading
speed of 64 kilo byte per second to 128 kilo byte per second. As we will be using VPN (Virtual
Private Network) technology, the additional features of this B2B service is mentioned below:

• Dedicated Bandwidth between Sites

• Burstable Bandwidth for unexpected traffic needs
• High scalability, only one physical connection is needed for every additional site
• High security (without encryption firewalls), inter-branch traffic are completely hidden
from 3rd parties including outsiders and other Xpress customers
• Voice Traffic Prioritization
• Network Redundancy where traffic can be easily re-routed

6.2 Distribution

Initially our service distributed in three areas in Dhaka, which are

• Uttara (Sectors from 1 to 13)

• Tongi

25
 • Board Bazar, Gazipur (Consumers plus three universities which are National University,
Open University and Islamic Institute of Technology).

We will have our main office in Uttara. But we will have two regional offices in both Tongi and
Board Bazar. Our marketing and Promotion will be initiated in these areas only we are focusing
on these niche segments of the market.

6.3 Promotion and Communication Strategy

6.3.1 Market Situational Analysis

According to some information we got from the internet, the market in the specific areas that we
have targeted (Uttara, Tongi and Board Bazaar) have number of consumers given below:

Potential
Growth 2004 2005 2006 2007 2008
Customers

Household
10% 101,041 111,044 122,037 134,119 147,396
Consumers

Small
Office/Home 5% 16,963 17,404 17,856 18,320 18,797
Office

Corporate
3% 2112 2764 3046 3316 3809
Consumers

Total 8.94% 120,116 131,212 142,393 155,755 170,002

The following shows the segments of the market (of 2008) of the specific area that we have
targeted:

26
6.3.2 Target Market

Our distribution of the service is divided into two parts- firstly consumers and secondly the
businesses which includes universities and offices. However, initially our target market will be
based on the demographics and we are targeting the young adults (Age 18 to 40), as they are the
major internet users in both houses and offices.

6.3.3 Positioning

Our market positioning will be based on the speed factor with a tagline “Fast…Beshi Fast”. We
are positioning in terms of speed because we believe that when it comes to internet, the only
thing that our target market will be concerned about is speed.

6.3.4 Media Planning

We will be using both Above the Line (ATL) and Below the Line (BTL) mediums to promote our
service. In ATL, our promotion will include print ads- which will be in newspapers and
magazines. We will also promote our service through leaflets, which we will distribute in the
three areas that we have targeted. As we have a plan to expand the business in the future, we are
choosing mediums like newspapers and magazine so that it can create brand awareness. In
BTL, we have a plan to organize a concert, which will be an event to promote our service. We

27
will also have a wall paint in some fast food shops (Like Helvetia) in order to promote our
services.

6.3.5 Media Budget

ATL BTL Estimated Cost

Newspaper and Magazine 2,00,000

Leaflets 20,000

Wall paint 1,00,000

Event 10,00,000

TOTAL 13,20,000

6.3.6 Customer Service

In order to provide customers with the after sale service, we will have a 24 hour call centre with
three employees for each offices (In total 9 employees for three offices) with different time
shifts. There will be twelve linemen and fifteen software engineers. Each area will be covered by
four linemen and five software engineers. Each software engineer will be in charge of specific
unit (For example, one engineer will be in charge of the monitoring the switches and hubs,
another will be on IP distribution and so forth). If any problem occurs, the software engineer will
be handling the problem from the office and will send the linemen in the area of the problem if
required. Two linemen will be available for the day shift and two will be available for the night
shift. However, if more linemen are required, we will hire more as the business expands.

6.3.7 Monitoring and controlling

In order to monitor the marketing activities, one of the co-owners will be the coordinating the
marketing activities. The responsibility of him will be:

• To ensure that all the marketing programs have been implemented correctly

• To ensure that the employee behavior is down to earth towards the customers.

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 • To ensure that the marketing activities are resulting in creating brand awareness among
the consumers and creating a word of mouth.

• If any problem occurs, he will take necessary steps immediately or consult with other co-
owners of the company.

7. Organizational plan:

We need to consider the alternatives regarding the legal form of the

organization where important implications are on liability,
Continuity, financing the new venture, Transfer of
Interest etc.

7.1 Legal forms of Ownership:

We are going to start new venture on ISP as PARTNERSHIP which is based on the ACT 1932.
Basically we are going to start generally partnership organization. On the base of 1932 act all
partner’s can get equal profit on their investment.

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7.2 About Organization: we are working six members in a group, but we will have five partners
in our business. The name of our partners:

1) SANWAL MOFIZ

2) NAHIDUL ISLAM

3) SHAMSUL ARIFEEN

4) KAZI ISHTIAK BIN YUSUF

5) MOHAMMAD TAYUB ULLAH KHAN

6) FAISAL HOSSAIN

7.3 Liability of owner’s: As our all partner’s investing same amount so their liability would be
equal as to other partners in our organization. Here all are liable for business liabilities. They all
are liable equally for all profits and losses what our organization can get.

7.4 Cost of starting business: Our cost would be for starting ISP is minimum 50 to 60 lakh.

Which will be enough to start a ISP venture as Partnership. The cost would be for organization
plan are include for:

7.5 Transferability of interest: Based on our agreement, we can transfer our interest only with
consent of all other general partners.

7.6 Capital requirements: We need approximately 6000000 tk to start a venture for ISP. So we
are deciding to investing amount would be 60 lakh .Our capital sources are:

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7.7 Management control: All partners have equal control and majority rules as based on our legal
forms of organization. We all are investing same amount so we have equal rights and power in
our organization.

7.8 Distribute of profit and loses: We all are equal percent partners so we have rights to get equal
amount of profit. If for any cause our company could fail to get profit, we may have to accept the
losses.

7.9 Management Philosophy:

The company's management philosophy is based on responsibility and mutual respect. Web
Revolution has an environment and structure that encourages productivity and respect for
customers and fellow employees. The company's goal is to create an environment where:

• Creativity can flourish.

• Generating new ideas and products is well rewarded.
• Management structure is relatively flat and communication is encouraged.
• Mutual respect and sharing of knowledge is encouraged

7.10 Organizational structure

Here is the brief information about the whole operational strategy that means our employees
designation, number and their salary and wage:

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 Designation of Employee Numbers Salary Cost per criteria

Executive Office 4 15000 60000

Officer 8 10000 80000
Assistant officer 12 5000 60000
Workers 4 2500 10000
Consultant 1 10000 10000

Total 220000

Personnel Plan

Designation of
2007 2008 2009
Employee

Executive Office 15000 18000 20000

Officer 10000 12000 15000

Assistant officer 5000 7000 10000

Workers 2500 3500 5000

Consultant 10000 10000 12000

Total Payroll 42500 50500 62000

In our company there will be one fixed consultant who will work two days a week. So we will
not need any outside consultant or advisor.

7.11 Departments

Our main management divisions are Information and Technology, Marketing and selling,
Finance and accounts, and Customer service System support Department.

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 • Information and Technology
• Marketing and selling
• Finance and accounts
• Customer service System support

8.0 Assessment of risk:

The company recognizes that it is subject to both market and industry risks. The company's view
of its risks, as well as how each is being addressed, is as follows:

• Regulations. Possible problems caused by a sudden increase in regulation by local, State,

or Federal authorities. One way the company can reduce this risk is to diversify into
several different, but related, business areas. If one area becomes too heavily regulated it
may be sold and the profit rolled back into the company to bolster the remaining business
or start a new venture.
• Monopolistic pricing. Aggressive or monopolistic pricing by large or heavily-funded
providers. By holding prices down, it becomes difficult for competitors to "low-ball" the
company. By diversifying, we can protect business in one area by bundling it with
offerings from another area, meeting the needs of the customers and strengthening their
ties to the company.
• Legal matters. Lawsuits stemming from user abuse or accessibility of pornographic or
questionable materials. The courts have historically classified ISP's as "carriers" unless
the ISP made an incomplete effort to actively filter material posted by or made available
to its users. The company's usage policy clearly states that illegal behavior will result in
termination of service, but we do not otherwise attempt to control the access of its users
or their content, thus maintaining the company's stance as a "carrier" in the eyes of the
law. If the legal environment should change, the company will modify its policies and
procedures to conform to the prevailing legal environment.

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 • Technology. Sudden and unexpected shifts in technology or the popularity of the
Internet. The company will maintain an active research and development effort, as well as
ongoing review of forthcoming technologies from competitors and vendors, in order to
stay near the top of the technological curve. Also, the diversification of the company's
business allows it to respond to shifts in revenue by redistributing material and personnel
into those efforts most likely to generate the highest return on investment.

9.0 Financial Plan

The following contains the Projected Pro-forma Income Statements and Balance Sheet. The
underlying basis for the projections is:

• Estimated Revenues: Xpress’s sales are predicted to grow at a rate of 12 percent per year
over the first three years before leaving off in year 4. For example, revenue for year 2010
is 2296000 which is 2050000*(1.12)

• Estimated Gross profit: Gross profits are 60 percent of the firm’s sales. For example, the
gross profits for year 2010 are 1378000 which is 2296000*(.60).

• The initial invested capital in the balance sheet is 32 lakh 50 thousand BDT (32,50,000
BDT). Each year we will invest 5 lakh more. The rest (60,00,000-32,50,000 = 27,00,000
BDT) will be in invested in a bank thus there will be an interest income. The profit
according to this projection will start from the year 2011.

9.1 Pro Forma Income Statement

(all numbers in $000)

REVENUE 2009 2010 2011 2012

Gross sales $2,050 $2,296 $2,572 $2,880
Cost of Services 820 918 1,029 1,152
Net Sales $1,230 $1,378 $1,543 $1,728

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OPERATING EXPENSES
Selling
Salaries and wages $150 $41 $46 $52
Commissions 50 14 16 18
Advertising 1,320 1,350 1,400 1,420
Depreciation 14 15 16 16
Other 5 6 6 7
Total Selling Expenses $1,539 $1,426 $1,484 $1,513

General/Administrative
Salaries and wages $50 $14 $16 $18
Employee benefits 10 5 5 6
Payroll taxes 30 3 3 4
Rent 8 8 9 9
Utilities 2 2 2 3
Office supplies 1 1 1 1
Travel & entertainment 3 3 3 4
Postage 1 3 1 2
Equipment maintenance &
rental 0 0 1 1
Interest 0 1 1 2
Furniture & equipment 3 4 4 5
Total General/Administrative Expenses $108 $44 $46 $55

Total Operating Expenses $1,647 $1,470 $1,530 $1,568

Depreciation & amortization 3 4 4 5

Net Income Before Taxes ($420) ($96) $9 $155
Taxes on income 22 32 26 28
Net Income After Taxes ($442) ($128) ($17) $127

Extraordinary gain or loss $0 $0 $43 $0

Income tax on extraordinary gain 0 0 12 0

NET INCOME (LOSS) ($442) ($128) $14 $127

9.2 Pro Forma Balance Sheet

(all numbers in $000)

ASSETS 2009 2010 2011 2012

Current Assets
Cash BDT 100.00 BDT 112.00 BDT 125.44 BDT 140.49

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 Temporary investment BDT 150.00 BDT 188.00 BDT 300.00 BDT 380.00
Prepaid expenses BDT 200.00 BDT 300.00 BDT 513.00 BDT 700.00
BDT
Total Current Assets BDT 450.00 BDT 600.00 BDT 938.44
1,220.49

Fixed Assets
BDT BDT BDT BDT
Office 1,300.00 1,450.00 1,560.00 1,620.00
BDT BDT BDT BDT
Plant & equipment (net) 1,400.00 1,550.00 1,600.00 1,750.00
Furniture & fixtures (net) BDT 100.00 BDT 120.00 BDT 122.00 BDT 130.00
BDT BDT BDT BDT
Total Net Fixed Assets
2,800.00 3,120.00 3,282.00 3,500.00
BDT BDT BDT BDT
TOTAL ASSETS
3,250.00 3,720.00 4,220.44 4,720.49
Invested Capital Each Year BDT 500.00
LIABILITIES
Current Liabilities
Accounts payable BDT 0.00 BDT 0.00 BDT 0.00 BDT 0.00
Short-term notes BDT 0.00 BDT 0.00 BDT 0.00 BDT 0.00
Current portion of long-term notes BDT 0.00 BDT 0.00 BDT 0.00 BDT 0.00
Accruals & other payables BDT 0.00 BDT 0.00 BDT 0.00 BDT 0.00
Total Current Liabilities

Long-term Liabilities
Mortgage BDT 0.00 BDT 0.00 BDT 0.00 BDT 0.00
Other long-term liabilities BDT 0.00 BDT 0.00 BDT 0.00 BDT 0.00
Total Long-term Liabilities

OWNER'S EQUITY
BDT BDT BDT BDT
Equity 3,250.00 3,720.00 4,220.44 4,720.49
BDT BDT BDT BDT
Total Shareholders' Equity
3,250.00 3,720.00 4,220.44 4,720.49
BDT BDT BDT BDT
TOTAL LIABILITIES & EQUITY
3,250.00 3,720.00 4,220.44 4,720.49

10.0 SWOT analysis:

10.1 SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)

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The SWOT analysis is a key factor in the overall success of an organizations’ strategic plan. It
identifies the strengths and weakness of the business entity as well as the opportunities and
threats.

The SWOT analysis is a key factor in the overall success of an organizations’ strategic plan. It
identifies the strengths and weakness of the business entity as well as the opportunities and
threats. The strengths of a business can be defined as those actions, activities or characteristics
that elevate the business entity above its competition. Strengths include but are not limited to:

10.2 Strengths

Convenience, Customer Service, Effectiveness, Location, Pricing, Quality, Reliability,

Reputation, Respect, Responsiveness, Speed, Thoroughness, Variety

Many of these strengths are generally considered intangible in that they are only measurable
through the opinion of the customer. Some of these strengths appear obvious, but often as
business entities mature, they can lose sight of some of the fundamental strengths that aided them
in their success. Entities that recognize, enhance and appreciate their strengths generally
experience long-term success. Entities that ignore what some consider their core basis for
success and venture forward without regard to past success lose focus and quickly fail. Whether
the business entity is profit based or not for profit, such as a Faith Based Organization, these
fundamental principles are applicable; i.e. a church whose strength in attracting congregants is
the fellowship and the local community oriented activities changes their focus toward primarily
missionary functions and outreach activities that involve only a small portion of the population.
The result is that the congregants may feel ignored or worse taken for granted, as the fellowship
that attracted them is ignored or left unattended. Another example; a pizzeria known for the
tastiness of their dishes because the dough was made fresh daily attracts and maintains a steady
volume of customers although their prices are higher than those of the typical chain restaurants
that serve pizza. When they change to ready-made dough the strength of their attraction will be
impacted and the quality of the pizza, now comparable to the large pizza chain businesses, no
longer warrant the cost to the customer, and the business decreases.

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While these examples are not absolutes, they are accurate. The similarity in both instances is that
the strength of the business entity was either ignored or overshadowed by other forces. In many
instances, business entities seeking to change the direction of the organization can successfully
do so over time. Virtually any goal can be achieved when a strategic plan is meticulously
outlined and followed, and typically any effort not thoroughly considered will fail.

For each strength business entities have, a similar and sometimes equal weakness exists. The
goal is to identify, minimize or neutralize the weaknesses while maintaining the strengths. A
short list of strengths versus weaknesses is shown below

10.3 Weaknesses

Time/cost

Employee training

Limited expansion

Competition

Note that the factor considered strength, is reflected as a weakness due to time or cost. In many
service oriented industries, the primary consideration that causes consumers to return or not
return to a business revolve around how they perceive they were treated, and how much time was
dedicated to them or to their situation. If one considers the restaurant business, many people will
generously tip servers who are more attentive, bring extra napkins when needed, correct orders
quickly without argument and present an atmosphere of competence. A business that relies on
personal service largely links its reputation to the persons interacting with the customer. While a
positive service experience will be shared with few people, a negative service experience will be
shared with many. The cost to the business in terms of time and training of its employees often is
directly reflected as a strength or weakness for the business.

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Opportunities can be realized when weaknesses are identified. Some weaknesses in a business
are generic to the industry and as such provide an opportunity for growth or for a business to
elevate itself to a higher level of excellence by minimizing, neutralizing or eliminating the
weakness. For example, a pizza business that prepares pizzas when ordered seeking to compete
with similar businesses may recognize as an industry weakness the number of checks returned
for insufficient funds as the time delay experienced by customers while the cashier validates the
check information. One cost effective method of neutralizing this industry weakness is to accept
credit card, debit card and other similar transfers in lieu of personal checks. Another method may
be to achieve or increase the business’ presence on the Internet by accepting orders and payment
via the Internet. Payment for the product (pizza) is secured prior to the product being provided,
thus minimizing liability for the business, while simultaneously attracting business through a
previously under used market. This practice is currently employed in several service-oriented
businesses. Some correlations between Strengths, Weaknesses and Opportunities include:

10.4 Opportunities

Evaluate operations

Combine hands on with virtual training

Satellite locations, delivery, and relocation

Opportunities also relate to furthering the success of an organization through a meticulously

outlined and implemented strategic plan. For example a restaurant business seeking to increase
revenue without relocating, may consider as part of their strategic plan, delivery, catering or
hosting special events such as gaming tournaments during non-peak business timeframes; mid-
week, optional holidays, etc. A business might consider merging their strengths with the
strengths of other complementary businesses, such as contracting with a reputable local Internet
Service Provider (ISP) and increasing its global presence by through offering special coupons for
on-line customers, while prominently displaying the ISP in its table and print advertising.

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Threats are generally considered those internal and external factors that are most likely to
negatively affect a business entity. Examples include the threat of a dynamic change in
population due to a shift in a major industry; a significant increase in material costs due to global
increase in demand or production cost increases. Threats also come from the activities of the
competition including pricing, quality/quantity, and technology and market availability. One
manner of addressing threats is to contrast the threat against strength, for example, the threat of a
new competitor entering the field brings the possibility of new inventory or increased variety.
The strength of the business that is following a strategic plan likely includes partnering with
complementary business entities that market the business’ variety, availability and reputation.
These strengths aid in offsetting new competition, which must first be considered established in
the industry, before they can expect to grab a share of the market. This is true with the
established chain business entities, as well as the independents.

Essentially, when a SWOT analysis is completed, part of the strategic plan suggests that
Strengths be contrasted with Weaknesses, Weaknesses be contrasted with Opportunities,
Opportunities be contrasted with Threats and Threats be contrasted with Strengths. While the
strategic plan should be developed to capitalize on the Strengths with Opportunities, the business
entity must maintain visibility on its Weaknesses and Threats.

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