harit delhi
TRANSCRIPT
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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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