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    HARIT DELHI

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    To Take Initiative , To Secure ATo Take Initiative , To Secure AGreener And Cleaner Delhi AndGreener And Cleaner Delhi AndBalancing The InexorableBalancing The InexorableExpansion By Laying AndExpansion By Laying AndMaintaining Parks AndMaintaining Parks AndGardens.Gardens.

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    Immense possibilities - NCR region

    Other metro cities

    Opening a nursery whichreduces the cost

    Adding a supply chainmanagement

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    SERVICESSERVICES

    Mai t ance f

    existinggar en

    Devel ent f

    newgar en,

    Plantati ns f

    new lants

    Fencing

    Terrace

    gar ening

    Landscape

    designing

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    TARGET CUSTOMERTARGET CUSTOMER

    Middle class income societies

    High class societies

    Schools

    Corporate houses

    Malls

    Green cover area of Delhi19 % of total area(1,48,639 hectare)

    Which creates a great opportunity for thisproject Harit Delhi.

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    TARGET CUSTOMERTARGET CUSTOMER Total NO. of houses in Delhi

    = more than 11 million

    Target = North and South Delhi.

    No. of houses (in south and northDelhi) = 4.9 million, And

    No. of total parks = 3500,

    Where only properly ,

    40% parks are maintained by DDA.

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    Clients have ( generally) only twooptions:-

    High-flying landscaping company(charging at least Rs1 lakh for apremium garden),

    e.g.:- Sikand services, noida, Argosyservices, chanakaypuri

    or

    Local gardener

    For the modern, city-dwelling, uppermiddle-class garden lover, there wasno one he could call to help getstarted on a nice, but modest garden.

    OUR COMPETITIONOUR COMPETITION

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    OTHERSOTHERS Online portals (are not giving any

    personal services).

    Various successful websites such as :-

    www.gardendesigner.com

    www.earthcitylandscapes.com

    www.gardening.about.com etc.

    These are our major competitors asthey are quit relied upon sites and

    gives complete guide to itscustomers.

    However,we are providing personalservice apart from the onlineservicing which are competitors are

    not offering.

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    FINANCIAL PLANFINANCIAL PLAN

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    FIXED ASSETSFIXED ASSETS

    GARDENERS :- 200 x 6500 = Rs.13,00,000 p.m DESIGNERS: 10 X 30000 = Rs.3,00,000 p.m

    ( On 20 Gardeners, 1 Designer)

    Permanent Fixed assets : Rs 21,10,000

    Lawn mower : 100 x 12500 = Rs.12,50,000

    Lawn trimmer : 100 x 5000 = Rs.5,00,000

    Hose : 200 x 200 = Rs.40000

    Border fork:-. 200 x 200= Rs.40,000

    Edging shears:- 200 x 100 = Rs.20000 Bow saw 200 x 100 = Rs.20000

    Digging spade 200 x 100 = Rs.20000

    Hand fork: 200 x 50 = Rs.10,000

    Trowel 200 x 50 = Rs.10,000

    Others fixed assets = Rs 2,00,000

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    MISCELLANEOUS ITEMSMISCELLANEOUS ITEMS

    OFFICE RENT:-

    District center Netaji Subhash Place,wazirpur

    Rs 40000 p.m.

    H-block market Sarita Vihar Rs 50000 p.m.

    Total= Rs 90000 p.m.

    OFFICE OVERHEADS = Rs 1,00,000(which includes) :- Electricity

    Phone bills

    IT cost

    stationary etc

    TOTAL Rs.39,00,000

    WORKING CAPITAL FOR VARIABLE COST : Rs.10,00,000

    including

    ornamental plants

    grass varieties

    fencing items ,

    and others..

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    VARIABLE COSTVARIABLE COST

    Variable cost depends on theneed of customer

    and the item they chose from the catalogue.

    Various additional services andproducts include:-

    FENCING:

    Wood Bamboo Wired

    Vinyl Aluminum

    GRASS VARIETIES:

    Bahia bermuda centipede

    Carpet bent bluegrass

    FLOWERING PLANTS:

    ROSES: Red,pink,yellow+copper, light pink,dark

    pink

    SUNFLOWER JASMINE

    MOGRA RAJNIGANDHA

    Cost of all these depends on the market prices prevailing

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    OTHER PRODUCTSOTHER PRODUCTS

    Garden fountains

    Garden furniture

    Garden pottery

    Paintings for garden etc.

    Development of Terrace garden (basic)

    = Rs 8,000 upto 50 sq m , beyond 50 sq m,

    Rs 100 per sq m..

    Development of gardens (basic)

    = Rs 15,000 upto 500 sq m beyond 500 sq m,

    Rs 25 per sq m

    Monthly maintenance charges includes only

    pesticides, fertilizers and free consultation

    about to give a appealing face to garden

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    PROMOTIONAL STRATEGYPROMOTIONAL STRATEGY

    Personal selling

    Collaborations with associations ofsocieties, schools and corporatehouses.

    Advertising

    Hoardings,pamphlets,canopies,FMradio, model demonstrations near tolocal market societies.

    Public Relations

    Events such as -

    Best garden competition

    Talk shows

    Through Blogs and other social sites such as

    Orkut,etc.

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    PROMOTIONAL COSTPROMOTIONAL COST

    Sales persons 100 x 10,000 = Rs 10,00,000 pm Cost of Hoardings :Rs 500,000 Cost of pamphlets : Rs 100,000 Canopies : Rs 50,000 FM Radio : Rs 50,000 p.m( on various

    channel)

    Model demonstrations = Rs 5,00,000 Portal cost : Rs 5000 per year Gift costs for garden competition = Rs 50,000

    p.m Cost of talk shows = Rs 1,00,000 p.m Transportation cost and traveling allowances

    : Rs 5,00,000 pm

    Total cost incurred : FC + VC +Marketing = 39,00,000 +

    10,00,000 + 28,55,000 = Rs77,55,000

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    SALESFORECASTINGSALESFORECASTING

    No. of schools and colleges( 6000 + 1000) in whole Delhi,

    In North andSouth Delhi = 1900.

    Weexpect at least 10%(190),

    Avg 160 x 10,000 = 19,00,000

    From malls

    Insouth andnorth Delhi = 400 malls

    ( Big andsmall both).

    At least 10% that is 40 x 10000 = Rs.400,000

    Corporate houses of big scale (around 1000)

    target 10 % that is 100 x 10000= Rs. 10,00,000

    Total expected revenue

    31,50,000 + 45,00,000 + 19,00,000 + 4,00,000 +

    10,00,000 = Rs.109,50,000

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    MAINTANENCE COSTOF AN AVG SIZE PARK

    (1000 SQ.MTR)

    Wages= 2 Hrsx4 People X 30 Days = Rs.6500

    Fertilizers,pestiscides + Transportation + T.A

    = Rs.1500

    PRICE OFMAINTANANCE = Rs.10,000

    Profit = 10,000- 8000 = Rs.2000

    Maintenance Cost Of Terrace Garden

    Wages 1hr. X 1 Gardener X 30 Days

    = Rs.800 Fertilizers, Pesticides,Transportation,T.A =

    Rs.400

    Price Of Maintenance = Rs.1500

    Profit = 1500 -1200 = Rs.300

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    Expected Profit by societal parks :

    315 x 2000 = 6,30,000

    Expected profit by schools :

    190 x 2000 = 3,80,000

    Expected profit by malls :

    40 x 2000 = 80,000

    Expected profit by corporate houses :

    100 x 2000 = 2,00,000

    Expected profit by terrace gardens :

    300 x3000 = 9,00,000

    Total expected profit by maintenanceservice only = 6,30,000 + 3,80,000 + 80,000 +

    2,00,000 + 9,00,000 = Rs.21,90,000

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    STRENGTHSSTRENGTHS

    Cost effectivenessCost effectiveness Customized serviceCustomized service

    WEAKNESS:WEAKNESS:--

    Lack of awareness among customersLack of awareness among customers

    Prevailing market of gardeners.Prevailing market of gardeners.

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    Mr. S.C.Gupta ( Sr.Horticulture officer)

    Ghaziabad

    Mr.Goel (Coordinator ofPrashant Viharassociation)

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