The business

Socks are a kind of small commodity. However, socks industry is not an easy industry.
With our Customers in mind, we have ensured that we offer number of designs /
combinations in a single order whether small or large and yet offer a reasonable price
for our product. We are able to meet your most common and small requirements
ranging from the upscale to the bulk economy market of socks.

We are equipped to provide Quality Socks at the most competitive Prices and Design
Flexibility for our Customer’s Complete Satisfaction.

Concept statement

Description of the product

We are having the Export Quality Branded Socks to provide the best Variety,
Convince &Comfort to our customer for the first time in Pakistan with unique
representation.

Target market
Our Target Market is Middle, Middle Upper & Upper Class in Lahore.

Benefits of product
The main benefit of the product is to provide the Comfort with affordability to our
Customers. Medicated socks are also very good for Diabetic Patients and Others
purposes.

Positioned in market
On the basis of Export and High quality we will position our product by brand
awareness and keeping in mind that nobody is proving that product in Pakistan
with such affordable prices.

Sale and distribution

We will directly sale the product by our Retail Outlets to the customers.

What we offer / PRODUCT DESCRIPTION:

At “ABC”, we are here to supply from a wide range of socks such as plain, accessorized,
sport, Male, Female, Child, Causal , Diabetic ,Anti-Bacterial Socks, Natural Cotton
Socks.

We supply the best export quality Casual and Sport Socks here in for the first time in
Pakistan. Our price is competitive and we take responsibility to any quality uncertainty.
Our qualified staff will do their utmost to supply you with our high-quality goods and
service.

What sets us apart from the rest?

1. We work with the retail brands.

2. Affordability with quality.
3. Custom packing.
4. Strict quality control and safety measures.
5. Continuous improvement in products and processes.

TYPES OF PRODUCTS:

COMFORT SOCKS:

Comfort socks have become an integral part of modern day clothing. In cold weathers,
they provide a warm feeling to our body, while in summers they add comfort and
charm with our clothing. They are made as per the customers’ specifications in different
yarn mixes and colors.

DRESS / ACCESSORIES / NOVELTY SOCKS:

These socks are a part of formal or fancy dressing. They are also available to match your
wardrobe, seasonal fashions or special occasions with colorful designs, in varying yarn
compositions and lengths. Novelty socks are a real life example of human creativity and
imagination applicable to the smallest part of your dress with an aesthetic sensitivity.

CASUAL SOCKS:

Casual socks are developed with the prime objective of giving comfort to feet. They are
for all seasons and for wearing at anytime of the day.When made with cooling vets,
they keep the foot ventilated giving a feeling of freshness and alertness. ABC has very
popular designs available in this category.

SPORTS SOCKS:

ABC is one of the most well known sports socks trader and supplier. Our specialty is
well acknowledged by the customers spread all across the Pakistan. Our wide range
includes the socks for every popular indoor and outdoor sports activity.

All our sports socks are developed to provide maximum protection to your feet,
enhance comfort and excel in performance. With ABC sports socks, your feet will feel
better at the end of your day.

Medicated Socks:

DIABETIC SOCKS:

With rapidly changing life styles and unhealthy eating habits, mankind is now exposed
to several complicated diseases. Diabetes is just one of them.

Modern research has found that 1 in 6 people with diabetes have a foot ulcer during
their lifetime. It is for this reason that up to 70% of all leg amputations occurs in people
with diabetes and their risks are 25 times higher than the normal population. Blisters
and wetness in the foot are the main culprits (source: American Diabetes Society –
www.diabetes.org).

ABC offers special medical socks as “DIABETIC SOCKS”. Their unique design and use
of special fibers help them prevent blisters and irritation. The socks fit like a second skin
but devoid of any elastic bands that fit too tight. This helps in blood circulation without
any restriction. Moreover, these seamless socks prevent any blister causing pressure
points often caused by bulky socks and their uncomfortable seams.

Moisture of the foot, a breeding ground for infection causing bacteria, is taken away by
purpose built ventilation. Our “Diabetic Socks” are also available to protect against any
bacterial or fungi growth through special treatments. The protection does not end even
after hundreds of washings.

ANTI – SKID SOCKS:

Anti-slip socks, also called anti-skid socks or non-skid socks are made to keep you safe
while standing and walking. They have special non-slip backing. They are a good
replacement to shoes at home, where you can move around in comfort, warmth and
safety of anti-slip. They are helpful in places where slippery stairs and wooden floors
exist. These socks are an ideal wear during yoga, gymnastics, fitness centers and
walking in an aircraft during long flights.

Non-skid socks are commonly used by hospitals, rehabilitation centers and homes for
the elderly or retired people.Anti slip socks are a beautiful gift to any small kid who is
learning to walk. A pair of these socks has the highest level of utility

NATURAL COTTON SOCKS:

If you are using any skin care lotions, oils or creams on your feet and want to retain the
moistures, natural cotton socks are your ultimate choice. By wearing them overnight,
you enjoy an unmatched warmth and softness.

The manufacturing of “natural cotton socks” is free from any chemical processes. They
are so eco-friendly, some of customers have named them “green socks”. Natural cotton
socks are also suitable for the patients of diabetics.

ANTI-BACTERIAL SOCKS:

Most of us are very sensitive to any bad odor coming form the body. In fact we are so
obsessed with the idea that we keep buying perfumes, colognes, tooth pastes, gums,
sprays and de-odorants. We can not afford to smell anything but good.

Smelly feet are the last thing anyone needs. The embarrassing stink from the feet is
caused by the bacteria that breed and survive on moisture from sweating. By using
proper footwear, we can solve this problem to a great extent.

Cotton socks have a natural tendency to remove the body moisture. Their efficiency
improves further when made with vents. The removal of moisture creates a feeling of
coolness also. For people who have a high level of sweating or involved in sport
activities, there may be a need of some additional features. Special fibers and anti-
bacterial treatments are used to make it very sure that the feet must not give out any
bad smell even if you run continuously for long durations. Silver or copper treated
fibers and advance technologies.The anti bacterial protection does not end even after
hundreds of washings.

At ABC, we work with our niche market customers to have them a competitive
advantage by producing antibacterial socks.

BAMBOO SOCKS:

If you are looking for socks that are comfortable, soft, moisture absorbent, anti bacterial,
anti-septic and easily bio-degradable at the end of their useful lives your search is now
over. Socks made with bamboo fibers have all these characteristics in one place.
Bamboo is a very unique plant. It is the fastest growing plant in the world, that grows
on degraded soils, without any support from chemical fertilizers and harmful
pesticides. Bamboo fibre retains the remarkable properties from the original plant. It is
300% to 400% more water absorbent than other fibers. It ‘wicks away’ moisture from the
body keeping you naturally drier and more comfortable. The feet remain free from
irritation caused by the sweating. Moreover, the fiber has a natural property to prevent
the growth of bacteria, a basic source of foul smell. These properties are there for the
entire life of a sock.

With bamboo fiber socks, you can be more confident in your social meetings and enjoy
a happy time with your partner. As bamboo grows naturally without any fertilizers or
pesticides, its products are also more organic and very suitable to sensitive skins prone
to allergies.

When it comes to softness, the socks from bamboo fiber give you a feeling of wearing
cashmere. Bamboo is a fantastic gift from the nature. Its virtues are countless. It helps in
reclaiming degraded soils, produces more oxygen by photosynthesis and its products
made from it, such as socks, remain bio-degradable at the end of their useful lives. If
you are eco-friendly and sensitive to your clothing, bamboo sock are going to be your
first choice.

Phsibilty anaylsis:
PRODUCT FEASIBILITY:

PRODUCT DESIRABILITY:

We are selling export quality product which usually cannot be found in local market in Pakistan.
This is the first thing, which itself, makes our product desirable, as everybody desires high
quality product at cheap rates. Now a days sock is a everyday use product regardless of the
weather or season. But we have an advantage of introducing socks in peak season i.e. winters
when the desire of socks becomes the need of one.

We analyzed the product desirability, by asking the following questions to audience:

1. Does our product (export quality socks) make sense?

(a) YES

(b) NO

2. Is it something consumer will get excited about?

(a) Yes

(b) No

3. Do you want an export quality socks to sell locally?

(a) Yes

(b) No

4. What makes you attract about this product?

(a) Low price

(b) Quality

(c) Both

5. Is this a good time to introduce the product to the market?

(a) YES

(b) NO

6. How often you wear socks?

(a) Seasonally

(b) Regardless of season

7. Do you want a separate outlet of socks should be introduce in your country for the first
time?

(a)YES

(B)NO
8. Do you think people will visit the socks outlet and feel excited about it?

(a) Yes definitely.

(b) No never bother to go there.

9. Are there any fatal flaws you predict in our business idea?

(a) YES (give reason ………………………………………………….)

(b) NO

After a short survey we concluded that there is a lot of desirability for our product.

PRODUCT DEMAND:

Our company “ABC” knows how to convert the one’s want into one’s need. For this purpose we
are already selling a great variety of winter and summer’s collection for male, female, kid’s
socks along with a large range of colors and variety of design. We have cut down the prices to
penetrate into the market to make our identification as a separate brand. We are also
introducing sports socks for sports freaks which make your feet comfortable and safe while
playing at very economical prices. To analyze how much there is a demand for our product we
conducted a short survey. A sample format shown below attached with a concept statement.

Concept Statement:

………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………….
Buying Intension Survey:

1. How would you be to buy the product described above, if we make it for you?

.......Definitely would buy.

.......Probably would buy.

.......Might or might not buy.

.......probably would not buy.

.......Definitely would not buy.

2. How much would you be willing to pay for the product (export quality socks)?
(a) 50 to 80 Rs per pair (b) 80 to 100 Rs per pair (c)100 plus per pair

3. Where would you expect to find this product for sale?

(a) Liberty market (b) Mall Road (c) Fortress

RESULTS:

This short survey clearly told us how eagerly people demand for our product. Even they are
willing to pay a bit high price for this opportunity if it is going to be introduced in the local
market for a very first time. They are impenitent to use this outstanding quality socks.the
results also shows that most people want this outlet to be open at their favourite place (MM
ALAM/DEFENCE …wotever). Note:(Results will be written on the basis of survey I have
written this to show you how it would gona be like).

INTERNET RESEARCH:

As a new firm “ABC” need to make a research work, first to make it sure that the business we
are going to do is viable and the product has enough potential to survive in the market. For this
purpose “ ABC” has done a lot of research work and collected data from internet about the
product and industry which allows “ABC” to go and take it as a challenge because this
opportunity is filling a gap in the market and hence creating first mover advantage for “ABC
company”. So filling a gap itself means that there is desirability as well as a demand for our
product in the market.

GUMSHOE RASEARCH:

Our sales man personally went to the places where we could find the potential customers. He
interacted with them and ask question about what they think about our product. This produced
a very relevant and ideal information which we are applying to our strategies, so that we would
be able to deliver such a type of product what customer exactly wants.

Organizational feasibility analysis:

Management prowess:

Prowess has carefully grown a highly functional management team of experienced professionals. With
an emphasis on maintaining and developing a good reputation of socks industry, we find people who
possess the domain expertise as well as the fit and other intangibles that are accretive to the vision and
mission of our socks company. From this paradigm we have expanded the management team to keep
pace with the stage of the business. Our management team is a blend of people who are experienced in
theatre and in business. The management team of our company is dedicated and highly motivated
individuals, giving much emphasis on teamwork and interdependency. They bring with them, experience
in the related field and diverse educational backgrounds. “Socks and socks” has tried to develop a
company culture where quality is given the top priority, innovation is encouraged, systems are
thoroughly followed and inspection procedures are followed at every stage of production.

Resource sufficiency:

Sufficient resources means provide comfort and meet obligations of any company. As a socks company
our 1st and foremost resource is our outlet where we will display our product. We will definitely get local
and state government support of the business to sell our product in better way. Our management team
is also well experienced and highly qualified .We also focus on quality of the labor pool. Another
resource is strong relation ship with customers and suppliers by providing them good quality “SOCKS” at
low prices. We are trying to fulfill their needs in better way. Good quality socks and good reputation of
our company attract willingness of high quality employees to join our socks company. We got a
government license for the projection in key area and it is our intellectual property.

Financial Feasibility Analysis

Total Start-Up Cash Needed
When we talk about the total cash needed for a business it mean the how much
investment we must have in our hand to make first move for a business .that first issues
refers to prepare the business to make its first sale. An actual budget should be
prepared that lists all the anticipated capital purchases and operating expenses needed
to generate the first sale. The point of this exercise is to determine if the proposed
venture is realistic given the total start-up cash needed. For

Capital purchases:
Operating expenses

Financial Performance of Similar Businesses

Estimate the proposed start-up’s financial performance by comparing it to similar,
already established businesses.

There are several ways to doing this, all of which involve a little ethical detective work.

First, there are many reports available, some for free and some that require a fee,
offering detailed industry trend analysis and reports on thousands of individual firms.

Second, simple observational research may be needed. For example, the owners of New
Venture Fitness Drinks could estimate their sales by tracking the number of people who
patronize similar restaurants and estimating the average amount each customer spends.

Overall Financial Attractiveness of the Proposed

Venture
A number of other financial factors are associated with promising business startups.

In the feasibility analysis stage, the extent to which a business opportunity is positive
relative to each factor is based on an estimate rather than actual performance.

The table on the next slide lists the factors that pertain to the overall attractiveness of
the financial feasibility of the business idea. Steady and rapid growth in sales during the
first 5 to 7 years in a clearly defined market niche. High percentage of recurring revenue
—meaning that once a firm wins a client, the client will provide recurring sources of
revenue. Ability to forecast income and expenses with a reasonable degree of certainty.
Internally generated funds to finance and sustain growth. Availability of an exit
opportunity for investors to convert equity to cash.

Industry/Target Market Feasibility Analysis

…………………………………………………………………………by
fariha………………………………………….

INDUSTRY ENVIRONMENT

There are 5 factors that can affect ABc

 Threat of new entrants

 Bargaining power of buyer
 Bargaining power of supplier
 Rivalry among competitors
 Substitutability

Threat of new entrants

Threat of new entrants is medium in those industries where the profit margins are high. Profit margins
in the high quality exports socks are high so the threat of new entrants is medium because the
investment is also high.

Bargaining power of buyer

Bargaining power of the buyer is low because there are very less substitutes available in the market for
our product and number of competitors is not very high. There are few competitors in the market like
“Ry International”.

Bargaining power of supplier

Bargaining power of the suppliers is low because there are number of suppliers are high.

Rivalry among competitors

Competition is high in this industry because the number of competitors is low. But in this industry the
number of competitors is small and the competition is high.

Substitutability

Substitute for our products are available in the market. There are very less number of competitors who
will compete with us.

PROTER FIVE FORCES

Threat of
new
entrants
 Rivalry among the
Bargaining competitors Bargaining
power of the (medium) power of
supplier the buyer
(low) (medium)

Threat of
substitutes
(medium)
 COMPETITIVE FORCES THREAT TO INDUSTRY PROFITABILITY
LOW MEDIUM HIGH

THREATS OF NEW ENTRANTS 

BARGAINING POWER OF BUYER 

BARGAINIG POWER OF 
SUPPLIER
RIVILARY AMONG 
COMPETITORS
THREATS OF SUBSTITUES 

CEO
MALIK ALI JUNAID

MANAGER
MARKETING HUMAN RESOURCES
PROCURMENT FINANCE MANAGER
MANAGER (FARIHA MANAGER (MAHAM
DEPARTMENT (MARIA (QASIM ALI)
IFRAN) IMRAN)
MAJEED)
Responsibilities of CEO (MALIK ALI JUNAID)

Chief Executive Officer (CEO) is the highest ranking executive manager in a corporation
or organization. The CEO has responsibility for the overall success of an entire
organization. The CEO has the ultimate authority to make final decisions for an
organization.

 Plan and make long term goals for the company

 Creating, communicating, and implementing the organization’s vision, mission,

and overall direction.

 Leading, guiding, directing, and evaluating the work of other executive leaders
including vice presidents and directors.
 Formulating and implementing the strategic plan that guides the direction of the
business.
 Overseeing the complete operation of an organization in accordance with the
direction established in the strategic plans.
 Evaluating the success of the organization
 Maintaining awareness of both the external and internal competitive landscape,
opportunities for expansion, customers, markets, new industry developments
and standards, and so forth.
As we are introducing first time export quality socks in Pakistan and it need a
well experience and high educated person for the position of CEO. CEO of our

Responsibilities of MARKETING MANAGER (FARIHA IRFAN)

Our marketing manager oversees all marketing, advertising and promotional staff and
activities. They establish marketing strategies to meet organizational objectives.
Evaluate customer research, market conditions, and competitor data and implement
marketing plan changes as needed.

Responsibilities of MANAGER PROCOURMENT DEPARTMENT (MARIA

MAJEED

Our Purchasing manager, buy and purchase best merchandise at the lowest possible
purchase cost. Purchasers typically buy goods and services for their company or
organization to use, while buyers ordinarily buy items in order to resale them for profit.
Purchasers and buyers find the best goods or services, choose suppliers, negotiate
prices, and grant contracts that ensure that the right amount of the product or service is
received when it is needed. Purchasing managers, buyers, and purchasing agents take
several steps to reach these goals: they research sales records and inventory levels of
current stock, find foreign and domestic suppliers, and stay current on any changes in
either the supply of or demand for needed products and materials.

Responsibilities of FINANCE MANAGER (QASIM ALI)

he duties of financial managers vary with their specific titles, which include controller,
treasurer or finance officer, credit manager, cash manager, and risk and insurance
manager. Controllers direct the preparation of financial reports that summarize and
forecast the organization's financial position, such as income statements, balance sheets,
and analyses of future earnings or expenses. Controllers also are in charge of preparing
special reports required by regulatory authorities. Often, controllers oversee the
accounting, audit, and budget departments. Treasurers and finance officers direct the
organization's financial goals, objectives, and budgets. They oversee the investment of
funds and manage associated risks, supervise cash management activities, execute
capital-raising strategies to support a firm's expansion, and deal with mergers and
acquisitions. Credit managers oversee the firm's issuance of credit. They establish
credit-rating criteria, determine credit ceilings, and monitor the collections of past-due
accounts. Managers specializing in international finance develop financial and
accounting systems for the banking transactions of multinational organizations.

Responsibilities of HR MANAGER (MAHAM IMRAN)

Our HR Manager is one of the most important key to open a lock hanging on the door
of success in an organisation. If Our HR Manager is efficient enough to handle and to
take out best from his team members any oragnisation and can achieve more from his
target goals. HR manager plays an very important role in hierarchy, and also in
between the higher management and low level employees. Stated below are major
responsibilities of HR Manager:-

Responsibilities:

1. To maintain and develop HR policies, ensuring compliance and to contribute the

development of corporate HR policies.

2. To develop the HR team, to ensure the provision of a professional HR service to the

organization.Manage a team of staff. Responsible for mentoring, guiding and
developing them as a
second line to the current position.

3. To ensure timely recruitment of required level / quality of Management staff, other

business lines staff, including non-billable staff with appropriate global approvals, in
order to
meet business needs, focusing on Employee Retention and key Employee Identification
initiatives.

4. Provide active support in the selection of Recruitment agencies which meet the
corporate standard. Ensure Corporate Branding in recruitment webs and
advertisements.

5. Develop, refine and fine-tune effective methods or tools for selection / or provide
external consultants to ensure the right people with the desired level of competence are
brought into the organization or are promoted.

6. Prepare information and input for the salary budgets. Ensure compliance to the
approved salary budget; give focus on pay for performance and salary benchmarks
where
available.Ensure adherence to corporate guideline on salary adjustments and
promotions. Coordinate
increments and promotions of all staff.

7. To develop the HR business plan.

8. Ensure appropriate communication at all staff levels.

9. To maintain and develop leading edge HR systems and processes to address the
effective management of people in relation to the following in order to maintain
competitive advantage
for: