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    An Interim Report on Business Plan for Corporate Training Centre

    Submitted By:

    Raj Kumar Dubey

    Enrolment No: 09BS0001789

    Submitted To:

    Prof. Mukund Mate

    S-GLOBAL CENTRE FOR EXCELLENCE

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    An Interim Report on Business Plan for Corporate Training Centre

    Submitted By:

    Raj Kumar Dubey

    Enrolment No: 09BS0001789

    Submitted To:

    Prof. Mukund Mate

    Date of Submission:

    16-04-2010

    Distribution List:

    Mr. Pramod Jain

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    TABLE OF CONTENTS

    1. Abstract 4

    2. Introduction 5

    3. Business Concept 6

    4. Operational Strategy 7

    5. Business Model 8

    6. Organizational Structure 9

    6.1Head office 9

    6.2 Franchisee 10

    7. Infrastructure 10

    8. Financial Analysis 11

    9. Cost of Project11

    10. Revenue Model 12

    11. Method of Project cost Estimation 13

    12. Marketing Plan 14

    12.1 Philosophy of Business 14

    12.2 Market Definition and Size 14

    12.3 Marketing Mix 16

    12.4 Services Offered 16

    12.5 Barriers 18

    12.6 Frame work for marketing strategy 20

    12.7 Market penetration Strategy 20

    12.8 Segmentation 20

    12.9 Marketing program for trainee 21

    12.10 Marketing program for trainers 24

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    12.11 Marketing program for Franchisees 26

    12.12 Advertisement 27

    12.13 Establishing the Total Marketing Communication Budget 28

    13. Web Portal Designing30

    14. Appendix I32

    15. Appendix II34

    16. Appendix III

    36

    17. Appendix IV37

    18. Appendix V41

    19. Appendix VI 42

    20. References43

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    ABSTRACT

    The project is about preparation of the business plan for opening of corporate training centre

    across India. The guiding philosophy behind the project is to meet the unmet demand for

    training and education at affordable cost by bringing together best trainers, state of art

    infrastructure and training seekers. Beneficiaries will not only involve corporate executives

    but also students appearing for exams like CA, CFA, CS, CAT etc. Project also involves

    parallel implementation of plan.

    Project envisages establishing about 50 training centers across India in two stages. 20 centers

    will come up in first stage and 30 in second stages. Mode of operation will be franchisee

    model. Mode of delivery of training will be both class room training through two wayinteractive video conferencing.

    Business model for the project is high volume low profit. The high volume will be achieved

    by large variety of courses and low cost will be achieved by the application of webinar and

    interactive video conferencing. Large network of training centers once established will help in

    spreading fixed cost per head so we will be able to charge less per candidate.

    Objective of project is to convert sole proprietary concern having regional presence into

    corporate institution having presence across India and across globe in later stage. Project will give the organization Pan Indian Identity

    Project will increase revenue of the organization many folds.

    Project will help the organization to go public after 3 years

    Project envisages to position the organization as institute providing

    high quality low cost training solution. Project will position institute as

    follows

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    Up to this stage of the project we have prepared detailed marketing plan, established cost of

    the project, all the planning for the web portal has been done and all the ground work for the

    franchisees like revenue model, investment and terms of agreement location etc is finalized.

    INTRODUCTIONS- GLOBAL CENTRE FOR EXCELLENCE is a corporate training centre proving training

    in primarily financial and HR- courses. Its located in Pune . And organisation is having god

    reputation in the Pune and adjoining cities with beneficiaries like executives of IBM,

    Infosys, Intel, Wipro, Daksh, Cognizant, Finolex, LG Electronics, SBI, ONGC, HPCL,

    TACO, Caliber Point, Trident, Symphony, NTPC, General Motors, Bajaj Allianz, Atlas

    Copco, Tech Mahindra, Godrej, Tata Motors, Tata Johnson, Subros, Honeywell, Cadbury,

    SHCIL, Symantec, Suzlon, Mahindra International, Sant-Gobain, Bluepeters, PiaggioVehicles, NPCIL, Navneet Publications, Bharat Forge, Chicago Pneumatic, Skoda,Arco, Dr.

    Reddys Lab, Deloitte Consulting , Govt. of Maharashtra , KBK-Chem, Brose, Calibrescan,

    Indian Seamless, Mahyco , Airtel, SKF Veedol, Hyundai, Forbes Marshall, MKCL, Force

    Motors , Keihin Fie, Indian Railway Finance Corporation (IRFC), Rabo India and Brembo

    Brakes etc.

    Method of training is primarily workshop mode. Because of the very good response received

    by the institute from the industry now S- Global wants to launch a corporate training centreproviding training in various locations of India.

    The objective of project is to develop comprehensive business plan for Pan India level

    corporate training centre. Main method of data collection is secondary research although

    primary research has also been used at some places. Besides this literature survey and

    observation method has also been used. Past data and experience of S- global centre is also

    important source of information for our project. Literature on project costing, marketing ,

    project management, and business plan provided crucial insight in development of the

    project.

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    Business Concept:

    Our Business concept envisages to bridge the gap between the number of training seekers and

    institutional capacity in to meet the training requirement in India. To fill this gap we want to

    open corporate training centre across India. To begin with we will open training centers in 20

    cities in India later on we 30 more centers will come up. Apart from the low number of

    training centers the quality of trainers and high cost of training is another bottleneck in

    building human resource in India. To meet this challenge we are adopting unique model. We

    will recruit top class trainers and to operational cost we will provide training through

    webinars and video conferencing. Thus single trainer will be able to provide training to large

    number of students at different locations. This will also reduce the cost of franchisees also as

    they need not to be present in costly cities. This will also increase access to training by by

    reducing cost of trainees as they need not to go some major training centers in big cities.

    Further trainees will get more flexibility it will reduce their opportunity cost of training as

    well. All this will increase attractiveness of our training programmes.

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    Volume

    Re ve nu e

    Fixed

    C o s t

    Bre a

    k

    Eve n

    Re ve

    nu e

    Va ri

    a b le

    C o s t

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    Other Business models

    Operational strategy:

    In operation we adopted tree method in which we will have head office in Pune and franchises

    across India all we have connect with head office. Franchises manger will manage franchise

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    Volume

    Re ve nu e

    Fi

    xe

    d

    Co

    st

    Br

    e a

    k

    Ev

    e n

    Re ve

    nu e

    Va ri

    a b le

    C o s t

    Our Business Model

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    centre, all franchises mangers intern will report to regional mangers .All regional managers

    will be under the Chief Operating Officer (COO). Detail organizational structure will

    explained in the human resource section.

    Finance strategy:

    We planned to operate under franchises model so we should adopt a model which is feasible

    to distribute profit among franchises and head office. So we adopted a profit sharing strategy

    so that initial investment will done by the franchises then from the first year we will divide

    profit in 20:80 ratio between franchises and head office respectively. It will increase in the

    proceeding years.

    Business model:

    The diagram below we explains our main business model. It is low cost strategy as. In fig we

    can observe that we positioned our business in between the differentiation and low cost. It

    shows our main concept that is to offer our products at very competitive prices compared to

    existing competitors. This can achieved by adopting two way interactive videoconference and

    webinar facility as delivery channel. This will reduce our operating cost per centre so we can

    achieve low cost. We also offer many diversified programs so that we can get more students

    and by high volume we can achieve our breakeven at very low price. By adopting this we will

    have higher competitive advantage and competitive scope to operate against all competitors.

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    Network:

    As we already mentioned we operate in franchise model i.e. head office will be situated in the

    Pune and there will be 50 franchises across India, we will select these centers primarily on the

    basis of industrial development in these areas, so that our service is easily accessible to our target market.

    Organizational Structure:

    Organizational Structure of Head office:

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    In the above figure we have shown our Head Office organizational structure.

    Work profile:

    Managing director:Decision makers for all strategy changes

    Coordinate with the external and organization environment.

    Major stake holder of the company

    Chief operating officer:

    Operates under the guidance of managing director

    Controlling officer of all the function related to our company

    Coordinate between the below officer and managing director

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    Department heads:

    They will take care of their respective departments.

    Organizational Structure of Franchisees:

    Infrastructure:

    Major Vendors short listed are

    Godrej interio : for furniture and fixtures

    HP computers for IT infrastructures

    TATA croma for electrical equipments

    Sony India for Video conferencing equipments.

    All franchisees will have same infrastructure and procurement of infrastructure will be done

    centrally so that we can negotiate with vendor because of bulk purchase. Appendix II

    contains the list of infrastructure needed for head office and franchisees.

    Financial analysis:

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    In any company financial analysis hold most important aspects to run company very

    smoothly, to get decision profit or loss decision we have to get both total cost and total

    revenue.

    Costs of Project:

    In our organization structure we divided our total cost into two major aspects i.e. fixed cost

    and operation cost. In the fixed cost category we have included the following costs:

    1. Infrastructure Cost

    Furniture and Fixtures Cost

    Electronic Equipments Cost

    Video Conferencing Equipment Cost

    2. Web Portal Cost

    3. Legal Procedure Cost

    In the operation cost category we included following costs:

    Human Resource Cost

    Advertisement Cost

    Energy and Fuel Cost

    Rent Cost

    Maintenance Cost

    Course Material Cost

    Transportation Cost

    Miscellaneous Cost

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    Total cost derived from adding both the cost for particular year. Operation cost is also our

    company working capital cost so this will show our working capital need for a particular

    financial year.

    Revenue model:

    Our company will earn revenue through training programmes. Our company revenue will

    depend on the number of programmes organized and total number of students enrolled per

    batch in the working day professional course training. We have two types of training

    programs i.e. week days and weekend days programs.

    Weekdays training courses we have different model because it will be in monthly/yearly

    payment mode. In this we calculate our revenue by multiplying total number of studentenrolled per batch and per subject wise. Some students will enroll for particular subjects so

    we have to calculate our revenue on per subject basis.

    Weekend programs we have to adopt different model because it will depend on the number

    of corporate registered for particular training program. So as we divided these courses, we

    have to calculate revenue per course basis then sum up all the revenue to get total revenue for

    particular financial year.

    We are also planning to start our own consultancy service for the corporate we will generate

    income from this category in the succeeding years.

    Project costing:

    Project costing is very important aspect to start any business because it shows our total initial

    investment and working capital. Costing is systematic application of total costing principle to

    calculate our investment from the inception because before staring business we should havecomplete picture of total cost for particular period of time, so that we can control excessive

    cost and change our plan before investment. Another important benefit of project costing is to

    allocate different funds according to our need and importance and also by knowing total

    project cost we can raise our fund from different source, to approach any fund houses we have

    to be ready with our total cost and revenue model.

    Methods of project cost estimation:

    There about 3 major methods mainly:

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    1. Analogous estimation

    2. Bottom-up estimation

    3. Delphi method

    Above methods have both merits and demerits, on this basis we opted for bottom-up

    estimation because it is feasible for our estimation. It involves dividing total work into work

    breakdown structure (WBS) so then we have to calculate cost for each activity and then add

    all individual cost to get final project cost.

    Infrastructure cost:

    In this we included furniture, electronic and videoconference cost. We first identified qualitysuppliers then after we made list of total goods to be supplied by the suppliers then we

    collected information of unit cost through quotation based on the information given by the

    respective companies, we calculated total cost our infrastructure. We have given all the

    respective quotation details in appendix IV.

    Operation cost:

    Human resource cost:

    Our organization working capital is majorly occupied by the employees salary and wages. So

    to calculate this cost we adopted simple strategy first we made detailed organization structure

    then decided their work profile and based on this we adopted banding type of salary packages

    so that same level work profile position will get same salary. We showed it the Appendix V

    Advertisement cost:

    Advertisement is the main focus for our company publicity so we planned to go with media,

    newspaper, web, signboards and pamphlets. As we planning to go for franchises first we have

    to attract more franchises and then we can advertise for our products so advertisement cost is

    also major cost of operation. It is based on the information gathered from the respective

    companies for each category of advertisement.

    Transportation cost:

    Our company network is diversified across India, so it involves travelling across India.Managerial level employees have the responsibility to travel across specified region and to

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    observe the operation level of franchises. Monthly meeting will be conducted so that we can

    discuss the problem associated with franchises, so that we have to allocate some amount

    money for this purpose. Detailed cost sheet is shown in Appendix IV

    MARKETING PLAN

    Concept of Business

    Establishing Global training organization for all type of training courses by bringing together world class trainers, infrastructure and professionals

    Mission Statement

    To provide training in wide variety of subjects through world class trainers across the globe at

    affordable cost.

    Philosophy

    Providing value to consumer

    Delivering more than promise

    Transparency

    You can make money without cheating

    Flexibility

    Tag line : These are some of the taglines we suggested for the company.

    Building Knowledge society

    Adding value to your personality

    Earning by learning

    We build your Capabilities

    Market Definition

    Everyone who seeks to add value to themselves through short term non academic

    Professional courses. This will include primarily industrial professionals and students.

    Estimation of the market size: There are about 50.63 lakhs workers in private sector. Thebroad Occupational pattern of these workers is given below

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    Employment in private sector by broad occupational divisions (2003)

    S No Occupational Division Employment

    1 Professional, technical and

    related workers.

    10.65 (21.0)

    2 Administrative, executive

    and managerial workers

    2.26 (4.5)

    3 Clerical and related workers 7.36 ( 14.5)

    4 Sales workers 0.43 (0.9)5 Service workers 2.53 (5.0)6 Farmers, fishermen, hunters

    loggers and related workers

    4.36

    (8.6)7 Production and related

    workers, transport

    equipment operators and

    labourers

    23.04

    (45.5)

    Total 50.63 (100)Note: Figures in brackets are percentages to total against all occupations

    First two categories are important for us forming our target market in corporate world. Out of

    2.26 employees in the second category 38.1 thousand are in financial intermediation sector

    which can be specifically targeted for financial training.

    Apart from this will also target students appearing in courses like CA, CFA, NCFM, FRM

    etc. The number roughly corresponds to about 1.5 lakhs per year.

    So estimated size of target market is between 15 to 16 lakhs ( 10.65 + 2.26 + 1.5).

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    MARKETING MIX:

    Marketing decision will fall into these decisions:

    Product

    Price

    Place

    Promotion

    Services Offered:

    The term product refers to tangible, physical products as well as services. Any products

    launched will involves decision to be made:

    Quantity

    Quality

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    Brand name

    Styling

    Packaging

    We considered above mentioned decision to launce our company products.

    In this section we will show about our company sevices. Below mentioned subjects are the

    main products by our organization.

    Technical analysis, Stock trading, Derivatives , Analysis of Financial

    statement, Stock lending, Finance for non finance managers, Strategic Financial Management

    for sustained profitability , Efficient Working Capital Management for Competitive edge ,

    Implementation of Convergence with IFRS Simplified , CA, CFA, NCFM. FRM . Some

    other courses re listed below.

    Finance for non finance manager

    Tools and technique of financial management for independent directors

    Efficient Working Capital Management (WCM) for Sustained

    Profitability

    Income Tax & Investment Planning for Salary Earners

    Tools & Techniques of Finance and Corporate Governance provisions

    All aspects of Corporate Risk and Management

    All aspects of Corporate Restructuring

    Tools and techniques of Business Valuations

    Workshop as per AMFIs Module on Mutual Fund

    Awaken the Winner in You A Roadmap for Success and Happiness

    based on Emotional Intelligence (EI) and Neuro Linguistic Programming

    (NLP)

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    http://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop3.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop3.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.html
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    Living with Sharks yet Growing Joyfully A work life balance

    programmes based on NLP and EI.

    Effective Time and Stress Management

    Inspirational Leadership and Team Building

    For detailed list of courses refer appendix I

    Price:

    We explained our business model will concentrate on the low cost strategy, so by this we will

    launch of products at comparatively very low price with respect to our competitors. Low cost

    strategy is implemented by using high technology like videoconference across India. Current

    situation in the market is all training institution have separate centres across India and they

    have to incur high operating cost so by this they have fix there product at high price to gain

    profit. So our institution identified the gap exist in the market adopted a novel concept of web

    conference type of training methods those methods are prevail in the outside of country so we

    introduce this concept to our business model. Main important pricing decisions are:

    Pricing strategy:

    Our company pricing strategy is penetrating strategy as because in this training sectors

    process of changing in the content and technology will be in slow pace so we adopted this

    policy because we wanted to stabilize our products in the market for very long run.

    Price discrimination:

    As our company is offering diversified products we have to discriminate with the products

    and with respect to competitors price. Discrimination is based on the content and quality of

    the product not on any vague principal.

    Promotion:

    Our company adopted diversified way of promotion principle to promote our products. We

    explained this in detail in marketing communication section.

    Place:

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    http://sglobal.org/Workshop18.htmlhttp://sglobal.org/Workshop18.htmlhttp://sglobal.org/Workshop18.htmlhttp://sglobal.org/Workshop18.html
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    This will indicate the availability of products at different places. In India place matter because

    of lack proper transportation facility across India so our organization planned to locate our

    training institution across India in the franchises model. The place we selected based on the

    industry density and exposure so that our products will get good response. We selected about

    50 centers across India.

    BARRIERS:

    1. High capital cost:

    As we explained out total business model it involves high capital cost for starting this type of

    business. Capital cost like IT infrastructure and operation cost like videoconference service

    cost will account more.

    2. High Marketing cost:

    As this totally new concept in the market it involves high initial cost to penetrate into market

    so that we can reach expected customers. As we planned to go for media and print media also

    so it involves huge investment at the starting period.

    3. Consumer acceptance and brand recognition:

    In education and training sectors is totally service sectors which has high competitors in

    market but in our case as we already have experience and database of customers so our

    product and also we have recognized our brand in the market so we have very little impede

    compared to other organization.

    4. Fragmented target market:

    It is totally fragmented market i.e. as our target segments are professional and corporate

    segment they have totally diversified wants and need so we have to total plan of deciding

    products to offer so that it will fulfill their needs. In the current industry environment each

    industry needs are totally differentiated so it makes a challenges to plan a unified plan or a

    product so that it will decrease of cost and increase profit.

    5. Scarcity of good trainers:

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    In India a major problem is the qualified trainers in the specified place and time so we

    adopted videoconference model so that we can fix this problem. By using this we can

    accommodate time and place at a time.

    Framework for marketing strategy:

    To decide marketing strategy we will analyze following product- market expansion strategy

    matrix.

    Product- Market Expansion strategy

    Current Product New Product

    Market penetration strategy

    Product- development

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    Current

    Market

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    Market development strategy Diversification Strategy

    In first stage our focus will be on market penetration strategy through cost leadership anddifferentiation

    Market Penetration Strategy

    Objective:

    Reaching out to new customers

    Influencing current customers to attend more classes

    Attracting competitors customers

    Convince non user

    Segmentation:

    Know the existing customers

    Their demographic profile e.g. Age, gender, income

    Occupation

    Qualification

    Long term goals

    Time when they can take the course

    Characteristics of the programme

    Value addition by the programme

    Duration

    Matching the consumer need and programme benefits to identify target segment. How wewill reach out to targeted segment can be explained by following example.

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    New

    Market

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    Marketing Program for Trainees

    Course: Chartered Accounts

    All subjects of CA

    Target Segment : CA aspirants

    Where to find: Commerce students of 10+2

    B.Com students

    Strategy :

    Distributing Brochure on examination centers

    Signboards in major centers where students prepare for C.A

    Conducting seminars in institutes from where appearing / clearing the exam is more

    Providing Guidance about the course on website of the institute

    Example of Web Support

    About CA

    CA as career

    Eligibility Criteria:

    Structure of Examination Stages

    Timing

    FAQs

    Previous year question paper and their solutions

    Test Series

    Online help

    Live Chatting

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    Helpline number

    How can we help in realizing your goal?

    Deadline alerts about forms, examination, result etc

    Provision for creating online community to provide platform for interaction

    Suggesting reference material and books

    OTHER METHODS:

    Sending mail to students

    Sending message on on-line communities e.g. on orkut, facebook etc

    Posting ads on web/ google search etc

    Advertisement on Xerox materials

    Sending direct mails/ brochures/ e- brochures and calling students in CA 2 nd and 3 rd

    stage.

    Courses for Industry : Banking and Financial courses

    Courses offered : Technical analysis, Stock trading, Derivatives, Analysis of Financial

    statement, Stock lending. Finance for non finance managers, Strategic Financial Management

    for sustained profitability, Efficient Working Capital Management for Competitive edge,

    Implementation of Convergence with IFRS Simplified

    Target segment : Bank employees,

    Fund Houses,

    Insurers,

    Brokerage houses and other companies working in financial sectors.

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    Strategy: We will approach HR- Department of identified companies and offer them our

    services. Focus will be on to enter long term contract to train there employees. Apart

    from some off-the-shelf, ready to deliver programs, we will also co-develop new programs on

    the basis of our clients' specific requirements. Some of the other needs that we will cater

    includes conducting Train the Trainer (TTT) programs and content development.

    OUR APPROACH

    Marketing Programme for trainers

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    Client Introduction

    Feedback TrainingDelivery

    Showcasing toline managers

    TrainingDesign anddevelopment

    Discussionleading to initialassessment

    Certification

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    A. Identifying Trainers:

    1. Prepare database of trainers: By searching on internet, sending query to educational

    Institutes, industrial organizations

    2. Qualification

    3. Cost: Lecture cost

    Transportation Cost

    Lodging cost

    Training cost

    4. Availability Time

    - Location

    5. Break even analysis

    B. Marketing approach:

    Direct Marketing,

    Niche Marketing

    1. Brochure: It will contain

    About us

    Vision statement

    Mission statement

    Tag line

    Philosophy

    Logo

    Information about different programmes

    Benefits to trainers

    Monetary and non monetary

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    Contact us

    2. Customizable e- brochures: Suitable for specific need of trainer. In addition to above

    details. It will also contain :

    How to reach map

    Contact number of important services like hotels, hospitals, railway station,

    bus stand, taxi stand etc.

    Places to visit while in the city

    Arranging the lectures according to their free times

    Planning the lectures in cities where they are visiting for holiday or some other

    work

    Special schemes if any

    3. Power point presentation that can be mailed or for presentation during personal

    Visit.

    4. E- mail

    5. Personal visits

    6. Cross- selling during sirs visit to different institutes.

    7. Exploring personal contacts

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    Franchisee Marketing Plan

    For franchisees we will focus on following aspects:

    1. Concept of business

    2. Scope of business

    3. Potential Profit

    4. Ratio of contribution of franchisee and franchisor

    5. For which head of expenses franchisor will contribute to the franchisee.6. Infrastructure requirements and standards to be met by the franchisee.

    7. Durability and probability of success of project.

    8. Table of content of marketing support guide

    Marketing strategy:

    1. Advertisement in newspapers, Television, radio, business magazines etc.

    Advertisement : Example Appendix VI

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    ADVERTISEMENT

    Advertisement is very important for brand value creation. Branding of our company well help

    us in selling our services across the all verticals

    Communication Media:

    1. Television : We will place advertisements in televisions primarily on business news

    channels in evening. Important channels identified are CNBC TV 18, NDTV Profit, CNN

    money, ET NOW, Zee Business etc. On Sunday and holidays we will place advertisement in

    morning also. For advertisement of Self Help and Motivational courses we will place ads in

    morning during the programmes like yoga and spiritual programmes etc.

    2. News paper: Primary focus will be on business news papers. Like Economic Times,

    Business Standard, Financial Times, Times of India etc. We will place ads on front page and

    end page at weekends. Advertorials in Newspaper particularly in supplements like Brand

    Equity s, Ascent Education Times etc. For motivational courses we will place advertorials inTimes Life section also.

    3. Web:

    Free Web Ads:

    Clickindia.com

    Orientalads.com

    Integient.com

    Google local Business centre

    Message to online communities

    Forming online communities on social networking sites like Orkut, Facebook

    etc and promoting our services indirectly by debate, discussions and ads.

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    Paid web Ads:

    On Websites of target companies. e.g. Banks/ Financial Institutions/ IT

    companies/ Naukari.com/ Placement agencies/ Educational centers/ Training institutes etc.

    4. Sign Boards and Banners: We will place sign boards and banners near major

    industrial centers in the city, on circles, near major training institutes etc.

    5. Harnessing the power of social networking sites. We will provide create communities,

    forum and groups on popular social networking sites like face book, orkut, twitter and

    linkedin. We will also promote our programmes by uploading videos on youtube.

    For creation of advertisement we will select advertisement agencies from the list

    compiled earlier.

    Establishing the Total Marketing Communication Budget : We are establishing the

    marketing budget by Objective and Task Method

    Objective And - Task Method:

    1. Market Size: About 15 lakhs potential clients

    2. Market share Goal : Our target is to tap the 8% share of the target market that is 1.2 lakhs

    people.

    3. Percentage of market that should be reached by advertising: We hope to reach 80% of of

    the prospects ( 12 lakhs) with the advertising message.

    4. Percentage of aware prospects that should be persuaded to our service: We will be

    comfortable if 10% of the aware prospects tried our service.

    5. Number of advertising impressions per 1% trial rate: The advertisers estimate that 20 %

    impressions ( exposure) for every 1% of the population will bring about a 10% trial rate.

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    6. Number of gross rating points that would have to be purchased: A gross rating point is one

    exposure to 1 % of the target population. Because the we want to achieve 20% exposure to

    80 % of target market , we want to buy 1600 gross rating points.

    6. Necessary advertisement budget on the basis of the average cost of buying a gross rating

    point:

    7. To expose 1 % of the target population to one impression, costs an average of Rs 500.

    Therefore 1600 gross rating points would cost Rs 800000 .

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    WEB PORTAL DSIGNING

    The basic aspects of web design are:

    The content: The substance and information on the site should be relevant to the site

    and should target the area of the public that the website is concerned with. The usability: the site should be user-friendly, with the interface and navigation simple

    and reliable.

    The appearance: the graphics and text should include a single style that flows

    throughout, to show consistency. The style should be professional, appealing and

    relevant.

    The visibility: the site must also be easy to find via most, if not all, major search

    engines and advertisement media.

    Website architecture is an approach to the design and planning of websites which, like

    architecture itself, involves technical, aesthetic and functional criteria. As in traditional

    architecture, the focus is properly on the user and on user requirements. This requires

    particular attention to web content, a business plan, usability, interaction design, and

    information architecture and web design.

    The contents of website will be

    Online Registration

    The layout of your registration form and the type of information you require from your

    registrant. Most forms begin with personal contact information such as name, company,

    address, telephone number and email address.

    Selection of trainers

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    Selection of trainees needs to be conducted under strict criteria and motivation must be

    carefully assessed

    Franchises selection

    Online payment

    An online payment service allows trainee to use a credit card or electronic bank

    transfer to pay for goods or services we offered. To use an online payment service, the

    trainee and owner generally set up accounts that allow them to make or accept

    payments. Trainee provide payment information, like bank account or credit card

    numbers, and give information about where payments should be deposited

    Test series for trainees

    Online help

    Online help is topic-oriented, procedural or reference information delivered through

    computer software. It is a form of user assistance. Most online help is designed to give

    assistance in the use of a software application or operating system, but can also be

    used to present information on a broad range of subjects. When online help is linked to

    the state of the application (what the user is doing), it is called context-sensitive help.

    Live chatting

    Live Chat widget enables users to chat and share activities in real time, making it appropriate

    for online live events. With the Live Chat Widgets users can:

    Deadline about forms, examinations

    Forums

    An online community is a virtual community that exists online whose members

    enables its existence through taking part in membership rituals. An online community

    can take the form of an information system where anyone can post content, such as a

    Bulletin board system or one where only a restricted number of people can initiate

    posts

    FAQ

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    FAQs are listed questions and answers, all supposed to be frequently asked in some context,

    and pertaining to a particular topic. Depending on usage, the term may refer specifically to a

    single frequently asked question, or to an assembled list of many questions and their answers.

    Refer Appendix III for Prototype of web port al

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    36

    Sl. No. Program Title Duration

    1. Finance for Managers & Non-finance Persons 1 day

    2. How to make Effective Presentations 1 day

    3. Certificate Course on "Practical aspects of Efficient FinancialManagement" 4 days

    4.Awaken the Winner in You A Roadmap for Success andHappiness based on Emotional Intelligence (EI) and NeuroLinguistic Programming (NLP)

    1 day

    5. Fundamentals of Finance for managers and non finance persons 2 days

    6. 14-Secrets of Highly Profitable Companies in India 1 day

    7. Living with Sharks yet Growing Joyfully A work lifebalance programmes based on NLP and EI. 1 day

    8. Tools & Techniques of Financial Management for IndependentDirectors 2 days

    9. Fundamentals of Finance for managers and non finance persons 3 days

    10. Efficient Working Capital Management (WCM) for SustainedProfitability 2 days

    11. Strategies for Winning Negotiations 1 day

    12. Income Tax & Investment Planning for Salary Earners 1 day

    13. Strategic Financial Management for Cutting Edge & Sustained Growth 2 days

    14. Effective Time and Stress Management 1 day

    15. Tools & Techniques of Finance and Corporate Governanceprovisions 1 day

    16. Inspirational Leadership and Team Building 1 day

    17. Opportunities for Inbound and Outbound Investment under FEMA 2 days

    18. Understanding Indian Accounting Standards 2 days

    19. Convergence with IFRS by Indian Companies 2 days

    20. All aspects of Corporate Risk and Management 1 day

    21. All aspects of Corporate Restructuring 2 days

    22. Tools and techniques of Business Valuations 1 day

    23. Workshop as per AMFIs Module on Mutual Fund 1 day

    24. Modules of NSEs NCFM Programme 2 days per module

    25. Modules of CFPB Programme 3 days per module

    26 Strategy to take your business to the next level 1 day

    27. Effective Presentation & Communication Skills 2 days

    28.

    Residential Programme covering -1. Awaken the winner in you2. Finance for Non-Finance Persons & Managers3. How to make Effective Presentations4. 2 hours sessions on Yoga, Meditation & Pranayam in themorning & evening every day.

    3 days

    Appendix I

    http://sglobal.org/Workshop1.htmlhttp://sglobal.org/Workshop7.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop10.htmlhttp://sglobal.org/Workshop18.htmlhttp://sglobal.org/Workshop18.htmlhttp://sglobal.org/Workshop19.htmlhttp://sglobal.org/Workshop19.htmlhttp://sglobal.org/Workshop11.htmlhttp://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop9.htmlhttp://sglobal.org/Workshop16.htmlhttp://sglobal.org/Workshop16.htmlhttp://sglobal.org/Workshop16.htmlhttp://sglobal.org/Workshop16.htmlhttp://sglobal.org/Workshop3.htmlhttp://sglobal.org/Workshop3.htmlhttp://sglobal.org/Workshop17.htmlhttp://sglobal.org/Workshop17.htmlhttp://sglobal.org/Workshop2.htmlhttp://sglobal.org/Workshop1.htmlhttp://sglobal.org/Workshop7.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop15.htmlhttp://sglobal.org/Workshop10.htmlhttp://sglobal.org/Workshop18.htmlhttp://sglobal.org/Workshop18.htmlhttp://sglobal.org/Workshop19.htmlhttp://sglobal.org/Workshop19.htmlhttp://sglobal.org/Workshop11.htmlhttp://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop14.htmlhttp://sglobal.org/Workshop9.htmlhttp://sglobal.org/Workshop16.htmlhttp://sglobal.org/Workshop16.htmlhttp://sglobal.org/Workshop3.htmlhttp://sglobal.org/Workshop3.htmlhttp://sglobal.org/Workshop17.htmlhttp://sglobal.org/Workshop17.htmlhttp://sglobal.org/Workshop2.html
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    Appendix II

    S No Product Name Specification (W*H*D) Quantity

    1 Chair (EDEN-ED-01) 5

    2 Chair (Gallop) 18

    3 Chair (Diva-PCH-7046A) 10

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    4 Chair (Diva-PCH-7044T) 59

    5 Trainee Chair( PCH-7004 WITHDESKLET )

    400

    6 Tables Numero UNO Executive Desk 27 Cabins Trident Middle Executive Desk 5

    8 Cabins Finesse Finesse Executive Desk 5026 28

    9 Office Tables (STYLO) 48

    10 Receptionist Table First Impression Single Rect andDouble Curved (on both sides)(1)

    First Impression Single Recta(10)

    1+10

    11 Conference Room Talk (Boat convex )

    Conference room Talk

    14 seater (1) 1+10

    12 Training room- Unlearn Four seater

    ( Laptop)

    Tutor

    2700*680*600 100

    22

    13 Guest room

    S No Particulars

    01 15 Monitor

    02 1GB RAM

    03 160GB HD

    04 Optical mouse and Keyboard

    05 Dual core processor

    06 Head phone with micro phone

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    Appendix III

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    Appendix IV

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    SHRO SYSTEMS PVT. LTD.1184/4, Shreenath, Dnyaneshwar Paduka Chowk, F.C.Road, Shivaji Nagar,Pune 411 005.Tel/Fax: (020) 25532244, 25531863, 25530708, 30225051 (5 lines).

    E-mail: [email protected]:www.shrocomputers.com

    HP Enterprise Business Partner | Microsoft Gold Certified Partner

    | VMWare VIP Enterprise Business Partner

    QUOTATIONQuote Ref. No PS/JC/CON/ 2018V1 Date: 11-Mar-10

    To

    S Global Centre for Excellence

    Pune

    Kind Attn:Mr.Avinash

    Dear Sir,With reference to your enquiry , we are pleased to submit our Quote for following:

    UNITVALUE

    TOTALVALUE

    PART # DESCRIPTION [INR] QTY [INR]

    HP Photosmart Premium Fax C309A All -in -one

    19675.00 3 59025.001 CC335D

    HP Photosmart C6388 All-in-One

    Printer / 13720.00 20 274400.002

    Scanner / Copier CD028D

    3HP Photosmart Plus B209a AIO CD035D 8,800 20 176000.00

    4OJ J3608 AIOCB070A 6570.00 3 19710.00

    5 HP LaserJet P1007 Printer CC365A 5950.00 5 29750.00

    Total 558885.00

    4% VAT 22355.40Total 581240.40

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    Terms & Conditions

    PaymentTer : 100% advance

    Taxes: : As mentioned Above

    Octroi:Octroi @ 3% extra on invoice value or 70% of the MRP whichever is higher to your account.

    : Delivery period - 2weeks after confirm order subject to availability of stock orelse 4 weeks

    Delivery provided that the product does not get obsolete from HP

    Services: Quoted price does not include installation and implementationcharges

    : Any changes by the State/Central Govt. in duties/levies applicable on softwarelicenses/services applicable at the time of delivery will be extra and payable bythe

    Others customer

    SHRO SYSTEMS PVT. LTD.

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    1184/4, Shreenath, Dnyaneshwar Paduka Chowk, F.C.Road, Shivaji Nagar, Pune 411 005.Tel/Fax: (020) 25532244, 25531863, 25530708, 30225051 (5 lines).E-mail:[email protected]

    Website:www.shrocomputers.com

    HP Enterprise BusinessPartner | Microsoft Gold Certified Partner | VMWare VIP Enterprise Business Partner

    QUOTATIONQuote Ref. No PS/JC/CON/ 2019V1 Date: 11-Mar-10

    To

    S Global Centre for Excellence

    Pune

    Kind Attn:Mr. Avinash

    Dear Sir,With reference to your enquiry , we are pleased to submit our Quote for following:

    UNIT VALUETOTALVALUE

    PART # DESCRIPTION [INR] QTY [INR]

    HP Dx7480MT desktopIntel C2D E7500 (2.93 GHz, 3 MB, 1066FSB)processor

    11GB DDR2 800 MHz RAM

    27570.00 100 2757000.00

    320GB HDDWindows 7 Professional downgrade to XPPWarranty : 3-3-3 (parts,labor,onsite

    HP Dx7480MT desktopIntel Dual Core E5300 (2.66 GHz, 2 MB, 800MHz

    2FSB)processor

    24350.00 100 2435000.001GB DDR2 800 MHz RAM320GB HDDWindows 7 Professional downgrade to XPPWarranty : 3-3-3 (parts,labor,onsite)

    3 HP 15.6 inch wide TFT Monitor 6120.00 100 612000.00

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    Warranty : 3-3-3 (parts,labor,onsite)

    4HP LE1901w 19" Wide TFT Monitor

    8250.00 100 825000.00

    Warranty : 3-3-3 (parts,labor,onsite)

    Total 6629000.004% VAT 265160.00

    QuotationDate- 08.03.2010

    To, BST No. 400012-S-182 dt. 23-2-96

    Global Centre for excellenceCST No. 400012-C-74 dt. 23-2-96

    Y-6 Amenity,Planet Millennium Society STR. Cert. No.(Pune)N-24/A-2822 of 6-9-83 & N/25-F-7933 of Pimple Saudagar,Aundh Camp 1-6-86

    K/A- Mr Avinash C J Autho. Cert No. 400012-A-1 dt. 23-2-969595889508 Our Order No.:

    Qty. Product Description Basic Price Excise Octroi VAT Unit TotalDESKING

    2 Numero Uno Exe Table 18500 N.A. 7.875% 12.50% 22451.485 Trident Main desk with ERU 20835 1824.1 3.375% 12.50% 26351.8228 Finess table 5026 11550 N.A. 3.375% 12.50% 13432.2848 Stylo 5750 N.A. 7.875% 12.50% 6978.16

    CONFERENCE TABLE1 14 seater- Table Talk in membrane 76000 N.A. 3.375% 12.50% 88385.621 14 seater- Table Talk in veneer 97300 N.A. 3.375% 12.50% 113156.91 mpression 2 Arc Decorative lamina 31722 2777.26 3.375% 12.50% 40121.561 rst Impression 2 Arc Rubberwood t 42820 3748.89 3.375% 12.50% 54158.16

    SEATING5 Chair Eden 37286 3264.38 3.375% 12.50% 47158.8218 Chair Gallop 7390 646.99 3.375% 12.50% 9346.7610 Diva PCH 7046R 5373 470.4 3.375% 12.50% 6795.6950 Diva PCH 7044T 3345 292.85 3.375% 12.50% 4230.7400 Chair 7004 with full desklet 4840 423.74 3.375% 12.50% 6121.56400 Chair 7004 with qtr desklet 4617 404.21 3.375% 12.50% 5 839.51

    1) Price includes Excise Duty2) Delivery will be made within city limits.

    Appendix V

    Human Resource costSalary

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    S.No Name Of position Numbers Per Mont Total Amount1 Managing Director 1 75,000 750002 Chief Operating Officer 1 65,000 650003 Dept Heads 5 50,000 2500004 Regional Manager 17 40,000 6800005 Accountants 2 25,000 500006 Treasurer 1 15,000 150007 Register 1 18,000 180008 Register Assistant 2 12,000 240009 Personal Assistants 2 6,000 12000

    10 System Manager 3 25,000 7500011 Attendant 8 5,000 40000

    1304000

    Appendix VI

    Advertisement : Example

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    Franchisee opportunity

    Corporate training centre

    Introduction containing concept

    S Global centre of excellence : Leaders in corporate training across India.

    Market: Lakhs of professional and students who seeks to add value to themselves by shortterm non academic practical courses

    Business opportunity: To become our Associate at the following locations:

    Locations sought:

    About S- Global centre:

    Established in

    Programmes offered

    All programmes developed by our Research and development team having longcorporate and academic experience in relevant fields

    Testimony: Thousands of satisfied beneficiaries in corporate world.

    Future plan: 50 centres across India

    As our business Associate, you can capitalize on our following expertise and support:

    S-global will bear 100% of the branding, advertising and promotion cost.

    Comprehensive Centre Management Support

    100% S- global trained Faculty and staff

    Centralized Call Centre Support

    Course material support

    Eligibility:

    To become our Business Associate, you should possess

    To schedule a personal meeting, Call: xxxxxxxxxxx

    For further query visit our website: www.S-Global.org

    Mail us on: [email protected]

    Head office:

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    2. We can identify some of the training centres/ coaching classes for infrastructure sharing.

    References:

    Corporate Finance- Michael C. Erhardt & Eugene F. Brigham (9th edition)

    Operation Management- Richard B chase, Jacobs & Aquilano

    Marketing management Phillip Kotler

    www.angelcapitalmarket.com

    www.indiavca.org

    www.bplan.com

    www.sebi.gov.in

    www.mca.gov.in

    http://www.angelcapitalmarket.com/http://www.angelcapitalmarket.com/http://www.indiavca.org/http://www.indiavca.org/http://www.mca.gov.in/http://www.mca.gov.in/http://www.angelcapitalmarket.com/http://www.indiavca.org/http://www.mca.gov.in/