The Movers

Domestic Goods Transport Company

Business Plan

Submitted To:
Prof. Faizan Khalid

Submitted By:
Hamid Sarfraz
Sidra Mahmood
Asim Rafiq Janjua

Confidentiality Agreement
The undersigned acknowledges that the information provided by Mr. Hamid
Sarfraz, Ms. Sidra Mahmood and Mr. Asim Rafiq Janjua, the management team of The
Movers, in this business plan is confidential; therefore, reader agrees not to disclose it
without the express written permission of all three members of the management team.
It is acknowledged that information to be furnished in this business plan is, in all
respects, confidential in nature, other than information which is in the public domain
through other means and that any disclosure or use of same by reader, may cause serious
harm or damage to all three members of the management team.
Upon execution, this document is to be immediately returned to _______________.
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
This is a business plan. It does not imply an offering of securities.

Executive Summary
The world has turned into a global village. In such modern times, individuals and
families have diverse needs. In the modern society, families/individuals tend to move
from place to place, rather than settling at one place for the rest of their life, which is for
various reasons, whether business/occupational purposes or otherwise. When these
families/individuals move, they need to take their household belongings with them.
Thus, we are going to help them in moving and fulfill this need.
Whenever a family moves from one house to another, they have to hire strangers
to move their stuff, some of their stuff is either lost or broken during transit, we shall
offer moving their stuff for them with zero loss/breakage ratio. Thus, the idea is
transformed into a viable opportunity because it is fulfilling a need; it is attractive,
durable, timely and anchored into a service that is bringing value to our customers.
Our companys name is The Movers. Its a household and domestic goods
transport/relocation solution provider. The tagline is We Move With You!.
The management team comprises of 3 individuals who are highly committed,
passionate and competent, namely Mr. Asim Rafiq Janjua, Ms. Sidra Mahmood and Mr.
Hamid Sarfraz.
We identified a major market gap and a certain problem that people face when
they are shifting from one house to another. Mr. Asim Rafiq has been living in hostels
during his Bachelors and personally faced this problem. He aired his grievance that many
times he was left with belongings that had broken during transport.
Adding to this fact were the discussions that Mr. Hamid had with families and
friends who were moving within a city or from one city to another. During these
discussions, people pointed out that a major fear they had was that of breakage or loss of
their possessions. Ms. Sidra had similar experiences.
Our value proposition is based on providing customers with customized moving
solution with an assurance of quality and zero/breakage loss ratio. Thats how we will
differentiate and position ourselves. Each move will be planned and customized
according to the individual needs of our clients and our primary focus will be on creating
value for the money they spend as well as providing quality on a premium.
Our core values are Quality, Safe & Secure Service, Teamwork, Reliability and
Delivering Maximum Value to our Clients.
Our main focus will be on families/individuals moving or planning to move,
belonging to the middle class or above, who will be in need of our services. Initially,
our focus will be on Punjab, Pakistan. Yet, later at some point in the 1st 2 years, we
shall start offering our services to families/individuals moving between major cities and
we shall expand our network of services all across Pakistan within the 1st 3 years.
We will be positioning ourselves as a customized and professional service to the
household movers while ensuring that there is no breakage or loss. Another major focus
of our company will be on being socially and ethically responsible.
In this report, we have outlined a detail business plan for our partnership firm
after conducting a careful market analysis to ensure that we are well informed before
entering this industry. The report will identify the strategic options available in the
Packers and Movers/Logistics industry and determine which options are most appropriate
for The Movers to ensure its success in the next five years.

Industry Analysis
Packing and Moving industry is a sub category of courier, parcel and express
goods transport industry, which is not regulated, and offers not much direct secondary
data for Pakistan. The courier, express, and parcel industry (CEP) in Pakistan,
Bangladesh, and Sri Lanka had a stellar performance in the past two years, posting
impressive growth and experiencing a complete recovery from the slowdown caused by
the global financial crisis.
Revenues rose 13 percent per year and volumes increased 3 percent per year
between 2007 and 2011. Now the market is becoming increasingly competitive, with
local CEP players competing with multinational companies for market share. The
industry is also undergoing structural changes as parcel customers consolidate shipments
to cut expenses, and document shipments stabilize following a sharp decline in the past
few years. (ATKearney, 2011)

With mushroom growth and booming business of courier companies, the

government is considering setting up of Pakistan Private Courier Services Regulatory
Authority (PPCSRA) to regulate and monitor courier services for improved competition,
revenue collection and consumer protection.
A senior government official told Dawn in 2013 that postal and courier market in
Pakistan had transformed so dramatically in recent years that most of the business that
used to be handled by the public sector had moved into the private sector without any
regulation. (Dawn, 2013)

On 15th May 2015, The National Assembly Standing Committee on

Communication on Thursday examined a bill to provide an institutional mechanism for
regulating courier industry in the country. Its still in the bureaucratic process and will
take quite some time before its passed and this industry is regulated. (The Nation, 2015)
The packers and movers industry is at introductory stage in Pakistan. The moving
and packing industry has certainly seen a tremendous rise in its turnover but it seems a bit
pale in comparison to the amount of people who are moving. Its because traditional
packers and movers as well as some modern players are still targeting the lower middle
and lower class, for which, most of the times, it is not feasible to engage the services of
these experts. They prefer moving their stuff on their own or by cheap alternatives
available.
Secondly, packing is something which most people consider personal. This too,
acts as a relative barrier in this industry. Within Pakistan most consumers prefer to pack
the goods on their own and transport them through trucker facilities or exclusive movers.
Some small companies are providing packing and moving service in Lahore,
Karachi and Islamabad but not in a proper way, by this we mean that they dont ensure
absolute safety of the household belongings, thus, there is gap in the marketplace to be
filled as well as a major problem for the middle class and above.
Some of the companies, which are providing packing and moving service in
Pakistan, are:
Care Packer Pakistan.
Family Movers International.
Green Packers and Movers.
Costa Packers and Movers.
None of the above-mentioned companies is providing insurance of household
items being transported.
In Pakistan, there are few companies that are providing this service in few cities
of Pakistan at quite a low scale but some of them only provide slightly better services
than those of traditional truckers and labor, yet they charge very high prices for it. The
industry is at its introductory stage and there is the window of opportunity is still open
and there is still room for new entrants.
Although not many statistics are available for this industry, given the fact that the
industry size is quiet small and it is often quoted as a small part of the logistics industry.
But all over the world especially in Europe, Britain and the United States, the size of this
industry is at its peak and is serving people in while remaining profitable.
The packers and movers industry has become fairly attractive in Pakistan. Given
the fact that the urban life has become extremely busy and strenuous and people do not
have enough time to spend on shifting there home and people are also not satisfied with
the conventional type of packing and moving because they were not cost effective and
cause a lot of damage to their possessions.
Packers and Movers industry has high profit potential all over the world and its
demand is also increasing day by day in Pakistan because new housing societies are being
established in many cities of Pakistan. The high profitability is because of the large target
market in metropolitan cities like Lahore and Karachi, who are either living on rent or
shifting there homes to newly established society.

Rivalry among competing firms is medium in this market. Threat of substitutes

like traditional truckers and movers is also medium. In addition to this, labor plays
imperative role in an industry where you need people who provide services responsibly
such that there is no loss or breakage while loading and unloading. This became quiet
evident after we had a detailed conversation with the CEO of Green Packer and Movers,
Mr. Wajid Ali (+92-300-5277688), who told us that he has hired skilled labor who work
under a supervisor while loading/unloading the vehicle to ensure some level of quality.
Thus, the bargaining power of suppliers is high.
Customers have fewer options available within the industry. At the same time,
clients are very possessive/serious about their belongings and are willing to pay a
premium to avail high quality services; therefore their bargaining power is low. As
industry is in the growing phase therefore threats for new entrants is very high. (Khan,
2009)

Porters Five Forces Model

COMPETITIVE FORCES
THREATS OF NEW
ENTRANTS
BARGAINING POWER OF
BUYER
BARGAINIG POWER OF
SUPPLIER
RIVILARY AMONG
COMPETITORS
THREATS OF
SUBSTITUES

THREAT TO INDUSTRY PROFITABILITY

LOW
MEDIUM
HIGH

PESTEL Analysis
PESTEL stands for political, economic, social, technological, environmental, and
legal. These six elements scrutinize the general environment of a firm and its industry for
key trends and events.
As mentioned above, this industry is not yet regulated, yet efforts are being made in
the political circles to regulate it and protect the rights of consumers. So, political
environment will have a paramount effect on our industry and business.
It is believed that the economy has its impact on all industries, that being said,
The Movers will also be affected by the economy. To elaborate, The Movers will be
affected by fluctuations in interest rate, net disposable income of the households, changes
in petrol prices and inflation rate. For instance, an increase in interest rate will increase
the cost of borrowing for The Movers and thus resulting in a potential decrease in the
investments.
When the net disposable income increases customers of The Movers will be
more optimistic towards purchasing our services. Increase in inflation rate will increase
the prices of our services. This will make it more expensive for the consumers to buy and
thus some customers may opt to postpone or withdraw completely from making the
purchase. To cope up with this problem, we shall have to offer promotions and position
our brand as a quality packaging solution.
Socio-cultural forces influence the values, beliefs, and lifestyle of a society.
Nowadays, there is a trend towards a higher percentage of women in the workforce. A
higher percentage of women in the workforce have increased the talent pool from which
The Movers can select its employees. This increasing trend of women employment has
also increased the need of different services and solution providers, The Movers is
benefiting from this societal trend since people wont have much time to do the packing
themselves and would prefer delegating this task to a third party.
Developments in technology lead to new products and services and improve how
they are produced and delivered to the end user (Dess & Lumpkin, 2003, p. 49).
Developments in technology have led to new products such as packing pellets, foam,
masking tape, air bubble sheets: bubble wrap, water proof sheets, moving boxes;
wardrobe boxes, file & document box, heavy duty platform truck 150kg, packing papers:
corrugated cardboard roll, pulley, wooden pallets & caret.
Changes in the climate will have little impact on the moving business. The
growing desire to protect the environment is having an impact on many industries such as
the travel and transportation industries. The general move towards more environmentally
friendly products and processes is affecting demand patterns and creating business
opportunities. Yet, we will use only reusable and environmentally friendly packaging
solutions and will remain ethically responsible.

Management Team & Company Structure

Management Team
The management team comprises of 3 individuals, Mr. Asim Rafiq Janjua, Ms.
Sidra Mahmood and Mr. Hamid Sarfraz. Mr. Asim belongs to an industrial family and
has extensive know how of logistics industry. He has been a business analyst in his
family business, Rafiq & Sons Food Industries. Rafiq & Sons Food Industries has also
been involved in the distribution of Engro Foods. He is also a computer engineer
specializing in security and programming development and has also developed the
website for The Movers. He is currently doing MBA in Marketing from Lahore School of
Economics. He is the CEO of our company.
Ms. Sidra Mahmood is a fresh face to the business environment. Yet, she is quiet
driven and talented. She has done her Bachelors from FAST University and is currently
doing MBA from Lahore School of Economics. Ms. Sidra Mahmood is going to be the
CFO of our company and will also look over Public Relations.
Mr. Hamid Sarfraz did his BBA (Hons.) from UCP Lahore, and later has worked
for some well-reputed organizations of Pakistan, including Packages, WWF, NoorTex
and Beauty n Style. His experience in Packaging Industry has helped in shaping our
market offering. A key differentiating factor of our business is the safety for customers
household goods, and since packaging will play a major role in delivering this value, his
experience in Packages Ltd. has helped us in giving a proper form to the service we are
promising to provide. Mr. Hamid is going to be the COO and Logistics Manager.

Why this Business?

We identified a major market gap and a certain problem that people face when
they are shifting from one house to another. Mr. Asim Rafiq has been living in hostels
during his Bachelors and personally faced this problem. He aired his grievance that many
times he was left with belongings that had broken during transport.
Adding to this fact were the discussions that Mr. Hamid had with families and
friends who were moving within a city or from one city to another. During these
discussions, people pointed out that a major fear they had was that of breakage or loss of
their possessions. Ms. Sidra had similar experiences.
Thus, when the management team met and sat down to discuss different ideas,
this problem was highlighted and so they started to brainstorm to find a solution for this
problem. The Movers was the result of 3 different individuals with 3 different
personalities and backgrounds sitting together who had faced a similar problem. Later,
they decided to go ahead and talk to their friends, family and even strangers to see how
they felt about this problem. The reaction they got made them realize that there is indeed
a gap that has not yet been fulfilled by the typical Packers & Movers. Therefore, the
management team decided to go with this idea.

Company Description
The world has turned into a global village. In such modern times, individuals and
families have diverse needs. In the modern society, families/individuals tend to move
from place to place, rather than settling at one place for the rest of their life, which is for
various reasons, whether business/occupational purposes or otherwise. When these
families/individuals move, they need to take their household belongings with them.
Thus, we are going to help them in moving and fulfill this need.
Whenever a family moves from one house to another, they have to hire strangers
to move their stuff, some of their stuff is either lost or broken during transit, we shall
offer moving their stuff for them with zero loss/breakage ratio. Thus, the idea is
transformed into a viable opportunity because it is fulfilling a need; it is attractive,
durable, timely and anchored into a service that is bringing value to our customers.
Our companys name is The Movers. Its a household and domestic goods
transport/relocation solution provider. The tagline is We Move With You!.

Company Logo will be registered.

We Move With You!

Tagline will be registered.

Our initial investment will be Rs. 1,000,000 by each of the 3 members of the
management team, making the total startup capital to be Rs. 3 Million. Ours will be a
partnership firm and the profit will be divided in 4 equal parts and each of the 3 members
of the managerial team will get 25% of the profit and remaining 25% will be reinvested
in the business.

Organogram
CEO
Asim Ra+iq Janjua

Sidra Mahmood
(CFO & Relationship
Manager)

Hamid Sarfraz
(COO)

Outsourced Suppliers &

Vendors

Labor

Accountant

Truckers

Vision
Our vision is to become the market leader in domestic/household goods transport
industry.

Mission Statement
Our mission is to provide top of the class relocation solutions for our esteemed
customers in Pakistan while meeting industry standards and ensuring a zero breakage/loss
ratio, while being environmentally, ethically and socially responsible and providing great
value to our customers. To achieve this, we will meet customer expectation by using the
reliable and tested technologies available, reasonable rates, company-individual
transparency and trust, customizable packages, fascinating customer service and support
system and timely deliverance of goods. At the same time, we will strive to seek financial
stability and sustainable growth, a respectable place in the industry and business
community and the well-being and personal development of our employees/workers.

Core Values
Quality
The Movers will be hiring quality, experienced and packers and will train them
according to the standards we have set. Guidance will be taken from the mission
statement. These movers will eventually have the capability to provide excellent services
with the use of modern packaging solutions while ensuring zero breakage/loss ratio.
Safe and secure service
Our top priority will be the safety and security of the household items and office
equipment of our estimable clients.
Team work
Building effective teams of human capital within the company is fundamental for
providing timely and trustworthy relocation services.
Reliability
Timely and consistent packing, moving and relocation service with zero
breakage/loss ratio is critical for achieving the trust of our clients.
Value pricing (Value for money/reliability)
The Movers will be outsourcing most of its tasks. We will hire packers and movers by
building strong relationships and maintainable contracts with a few vendors and drivers.
This will reduce our cost, which will eventually benefit our customers.
Rest of it will be designed in house. We will utilize quality equipment, modern
packaging solutions and moving methods that best meet the interests of our clients. Once
the required services are identified and discussed with the clients, a mutually agreed price
will be charged from the customer while ensuring value maximization.
Our customers are willing to pay a premium for better services, so our main focus
will be on reliability, quality and quality assurance, we will not market ourselves as a cost
leadership brand.

Strategic Objectives
Long-term objectives

To get at least 20% market share in Punjab in the 1st 10 years.

Providing and sustaining high quality relocation services.
Achieving and maintaining 0% breakage/loss ratio in delivering the services.
Employing motivated personnel, training them and then retaining them.

Short-term objectives

Achieving a brand awareness level of 10% of all consumers or businesses in

Lahore within the first 6 months of the business.
Establishing a client base by reaching at least 500 customers within the first year
and ensuring that we have repeat sales and that they refer us to their friends and
family.
Increasing sales by at least 5% per year.
Staying up to date with the modern packaging solutions and ensuring their use to
provide dependable services.
Establishing good relationship with key suppliers and customers, especially highclass customers because they use these services more often than the middle class.
Getting at least 75% positive client response regarding our services, yearly.
Ensuring that our outsourcing activities go in sync with our operations and
conducting training programs semi-annually.

SWOT Analysis
This is a summary of the business's most important strengths, weaknesses,
opportunities and threats of The Movers.
STRENGTHS
WEAKNESSES
Excellent
quality
product
New
Player
(Our distinguishing factor which will
(Credibility problem may affect
result in a better reputation)
initial sales)
Good
management
skills.
Lack
of
trained
staff
(Better operations of business)
(The company is outsourcing
packers and movers, it will need
Excellent ability to extract
information. (We have developed
to develop crash courses & and
proper forms and website to
training programs to ensure that
ensure that we have complete
the
outsourced
operations
information
regarding
our
provide a consistent level of
clients).
quality. Otherwise, they will have
to sacrifice profits)
First mover advantage, given that
we are introducing a new
Lack of experienced packers and
category
in
this
industry.
movers
(Nobody is assuring a zero
breakage/loss ratio.)
Highly committed, passionate and
motivated management team.
OPPORTUNITIES
THREATS
Related service offerings like
Increasing
supplier
prices.
using the same packaging
(Resulting in higher costs and
solutions to get into the air
reduced profitability).
luggage
transport
business
Rise in oil prices.
(A potentially huge market for
Threat of new entrants.
the moving business to expand
Threat of traditional packers and
into).
movers (We will have to pay a lot
Growing
market
segments.
of attention to our positioning
(The movers can introduce new
strategy).
services/products to target these
segments)
Forward
and
backward
integration (Later we can design
boxes and packaging solutions
ourselves and rather than
outsourcing, we can hire our own
labor and train them, be our own
suppliers).
Entering into corporate/office
moving business.

Market Analysis
Target Market
Our main focus will be on families/individuals moving or planning to move,
belonging to the middle class or above, who will be in need of our services. Initially,
our focus will be on Punjab, Pakistan. Yet, later at some point in the 1st 2 years, we
shall start offering our services to families/individuals moving between major cities and
we shall expand our network of services all across Pakistan within the 1st 3 years.
Geographical Segmentation:
- Initially Lahore
- Within the 1st year, we will start serving
customers moving among major cities
across Pakistan
- Within the initial 3 years, we will expand
our operations and serve whole Punjab
- In 10 years, we shall serve all of Pakistan
Demographic Segmentation:
- Families, especially female members of the
family because they are normally vocal
when it comes to safety concern of
household possessions.
- Ages between 25 & 65
- Middle Class, Upper Middle Class &
Upper Class
- Households living in Posh areas of Lahore,
mainly families with monthly disposable
income of more than Rs. 100,000
Psychographic Segmentation:
- Their basic and social needs are fulfilled in
the Maslows Hierarchy of needs
- Safety and security of their possessions is a
major concern for them
- They prefer quality products and are
willing to pay a premium for it
- They prefer to outsource most of their
household chores, thats evident from the
popularity of free home delivery services
and housemaids
- Their possessions are valuable and some of
their possessions are highly fragile, e.g.
Decoration pieces, Artworks and antiquities
and they are very sensitive with regards to
these belongings

Why this target market?

The reason why we have chosen this target market is because safety, security and
reliability are their major concerns when buying a product or availing a service. The want
quality and they have ample ability to pay a premium for it. This is not just a whim, this
is based on our past experience and interaction with individuals from our target market.
This is evident from their buying behaviors. Consider a simple example, the way
they go about buying a certain smartphone. These individuals will not buy a Chinese
cellphone that doesnt offer any warranty and is of an inferior quality. They buy superior
quality cellphones that are reliable and will ensure the security of their intangible
possessions, i.e. information.
Our marketing mix will be an outcome of our chosen target market. Thus, we
shall be positioning our product mix according to the taste and liking of our targeted
segment.
Following are the highlighted points justifying our choice of this target market:
1) Willingness and ability to spend.
2) High Disposable income.
3) Convenience Products are demanded by this segment of the market.
4) This segment usually delegates tasks requiring strenuous physical labor.
5) Increased demand for quality.
6) These people love their belongings.
7) They are very sensitive about the safety of their private information as well as private
possessions.
8) A large portion of this market have studied till university level and are outgoing,
outspoken and social, which will later help us in generating word of mouth, and will help
us in reducing a major chunk of our marketing cost, since we are not going to heavily rely
on traditional form of advertisement.
9) In this class, there is an increasing trend of women entering the workforce; this trend
will actually work in our favor.

Marketing Plan
Value proposition
Our value proposition is based on providing customers with customized moving
solution with an assurance of quality and zero/breakage loss ratio. Thats how we will
differentiate and position ourselves. Each move will be planned and customized
according to the individual needs of our clients and our primary focus will be on creating
value for the money they spend as well as providing quality on a premium.

Marketing Strategy
The target market strategy of the company is concentrated targeting strategy in the
beginning year. Later, we shall resort to mass marketing when we start our expansion to
other cities and all of Punjab. Through this strategy, we have selected a niche market
(household market in Posh areas of Lahore, mainly families with monthly income of
more than Rs. 100,000) to target the companys marketing efforts.
Since we will be focusing on a single segment in the beginning, it will allow us to
concentrate on understanding the needs, intentions, satisfaction of this particular segment
and develop and maintain the a highly specialized marketing mix. In future we will
however, change the marketing strategy as we explore into new possibilities of entering
other markets.

Positioning Statement
Providing personalized, expert and quality packaging and moving solutions for
our premium clients with the promise of Zero Breakage/Loss Ratio
The competitive advantage of this positioning statement is that The Movers will
be providing a customized and professional service to the household movers while
ensuring that there is no breakage or loss. Further this statement will communicate the
companys commitment to providing high quality services and providing comprehensive
solutions for the difficulties that people face when moving.
Another major focus of our company will be on being socially and ethically
responsible. Even if we print flyers, those will be on recycled paper. We shall use
environment friendly packaging for moving our clients assets. And this corporate image
of being socially and environmentally responsible will be communicated constantly to
our clients to gain a favorable and differentiated perception in their minds.
This will not only help us in being our clients first choice when moving, yet this
will also favor us financially in the future in the form of tax exemptions.
Our positioning strategy will revolve around three core ideas:
- Quality.
- Zero Breakage/Loss Ratio.
- Environmentally responsible packaging solutions.

Pricing Strategy
The pricing strategy that the company will be using to set the price is flexible
pricing strategy, whereby different customers will be charged different prices for the
services provided. This will allow the company to provide customized services and set a
price depending on the individuals packaging needs, level of quality they demand and
moving requirements of the clients.
We will be determining the prices based on quality and value of services we
provide in packing and moving of our clients goods at trustable manner. Our first
priority is to offer the best quality at premium prices and we shall prefer to provide
services after understand our clients attributes and behaviors regarding packing and
moving in congested area of Pakistan.

Pricing of The Movers

Type of Services

No.
of Timescale/Rounds Normal
Labor
Price per
Order
(PKR)

Full
Service 3 packers Up to 5 hours
Packing
Fragile Packing 3 packers Up to 3 hours
Do it yourself
Loading
3 packers Up to 2 hours
Transportation
1 driver
Up to 2 rounds
Unloading
3 packers Up to 2 hours
Unpacking
3 packers Up to 4 hours
Total
Table: Pricing criteria for The Movers

Extra Price
per
Hour/Round
(PKR)

3,500

500

5,000

1,500

3,000
2,000
3,000
7,500
24,000

1,000
1,000
1,500
2,000
7,500

Type of Services = The type of services has been defined in terms of the number
of labors required, the time scale or rounds required for each service, the price of
in
Number of Labors= amount of labors required for providing each service
Timescale/Rounds= number of time spent in providing each service and the
number of rounds required for transportation.
Estimated Extra Hours= this has been determined by considering that in some
situations we might have to spend extra time giving services.
Normal price per Order (PKR) = the normal price that will be charged for each
service. It is determined by hourly rate.
Extra Price per Hour= the additional charges that we will be charging for every
extra hour that we spend on a service.

Promotion Strategy
The Movers will be using pull strategy since the company intends to convey the
marketing messages directly to the targeted end-user customers. The aim is to generate
increased levels of awareness, encourage involvement and provoke motivation within the
targeted market. The company will be able to stimulate action by the consumers through
such motivation.
Promotional Objectives
Develop a corporate brochure and flyers.
Opening sales promotion
Develop personalized business cards.
Create Basic Website as a tool to
promote services
Advertise in local publications (local
magazines that are read by upper middle
and elite class families)
Advertising through social media.

Duration
June 2015
November 2015
June 2015
Already created.
January 2016
A month before we start our operations and
this activity will continue along with the
above mentioned activities.

Communication Mix
The communication mix of The Movers comprises of 2 tools that is advertising and
sales promotion.
1. Marketing through Social Media
During the introduction stage of the life cycle of the product, social media will be
used to communicate the nature of the product and the benefit associated by the product.
The emphasis will be to provide enough information to allow potential buyers to see how
The Movers services might relate to them.
It will encourage customers to stimulate enough interest to encourage them for
carrying out further investigation and use the companys moving services. This will start
a month before our operations are initiated to create a buzz in our target market.
2. Advertising
In advertising, the company will be using brochures and flyers that will be distributed
door-to-door. This will help the company in providing product knowledge and creating a
brand image among the target group of customers. This will be done 15 days before the
business operations start. We shall also place our brochures with well-reputed Real Estate
agents and businesses like Chohan Estate Center and Estate Circle.
2. Sales Promotion
The Movers will provide an opening sales promotion whereby we will be offering
special discounts packages for the first 10 customers. Through this package we will be
offering 10%- 20% discount.

Operations Plan
Earlier Operations
We are not going to rent an office space. All of our business will be conducted
through telephone and our website. A transportation contract will be signed with an
independent 3rd party (local transporter initially and once we expand our operations to
other major cities and start offering Corporate Moves, we shall renegotiate the terms and
conditions with the outsourced party).
Although we wont be renting out an office, still, for meeting with our clients, and
for daily meeting of our management team (5 days a week), we shall be utilizing the
basement of Mr. Hamid Sarfrazs home, 376-N(Ext.), Phase 1, DHA, Lahore. If a client
wishes to discuss the details of their moving plan, he/she will be more than welcome to
visit.
We shall order 6 complete home packaging solutions from theboxcompany.com.
This will be done 1 month before we start our business. They dont ship their product
directly to Pakistan so we shall request them to ship it to Dubai (Freight in, Buyer will
bear the shipping cost) where as theboxcompany.com will bear the risk, in case of any
loss to the boxes or other equipment, theboxcompany.com will be liable and compensate
for the damages.
Once the equipment will reach Dubai, our CEO or COO will visit and will be
responsible for performing a quality check. Once the equipment has been accounted for,
it will then be shipped from Dubai to Karachi Port. After custom clearance, this
equipment will be transported to Lahore. This equipment is reusable and when not being
used can be folded and stored in a small room, thus it will be stored in any one of the
Management Teams houses.

Day to Day Operations

This is not a typical business with day-to-day operations. We are bootstrapping
initially to save major rental costs and once the business takes off, we shall be getting an
office on rent. Until then, we will be operating from Mr. Hamid Sarfrazs home in DHA
Lahore. Still, the management team will meet everyday in Mr. Hamids house and
analyze the orders being placed and to indulge in promotional activities.
The supplies and equipment will be stored in the house basement and we shall be
utilizing his office for meetings with our clients.
Our operations will be task/job based. The clients will have to place the order a
week before the day they want the move to actually take place. The process will start
with the clients visiting our website and placing an order for our services and providing
us details by filling the application form (Appendix A).
We will review the application and one of our team members will visit the clients
site and get detailed description of our clients possessions. The management
representative (Ms. Sidra or Mr. Hamid) will get the list approved by the client and a
copy of the completed list will be given to the client.
Before confirming the order, we will contact our 3rd party subcontracts to ensure
the availability of goods transport trucks and labor. We have contacted Mr. Irfaat
(+923224485370), who is a 3rd party contractor who provides cheap labor for businesses
and he has agreed to deliver labor whenever we will be needing it. The contractor will be

provided with the compensation for labor on daily wage basis and will be given Rs.1000
per day (8 hours of work) for loading as well as unloading.
Normal daily wage for labor is Rs.400 per day (8 to 9 hours of work), we are
paying the additional cost to keep the labor motivated and to ensure that the labor works
on the quality standards that we have established and safeguards zero breakage/loss ratio.
Once labor and transportation availability is established, we shall confirm the
order and let our client know of the moving schedule.
For a 10 Marla home, the labor will be deployed and on the 1st Day, they will be
performing the Packing activity as well as the Loading, Transportation and Unloading
activity if the household move is within Lahore. If the client is moving from Lahore to
another city, Packing and Loading Activity will be performed on Day one.
On the 2nd day, if the move is within the same city, i.e. initially in Lahore, the
Unpacking Activity will be performed. If the move is from one city to another, the 2nd
Day will be reserved for Transportation. And the Unpacking Activity will be performed
on the 3rd Day. The process may vary in duration if the distance is substantially long. e.g.
Transportation between Lahore and Karachi.
For houses occupying more area, in multiples of 10 Marla, the time/days
consumed will be a multiple of the area as well.
e.g.
10 Marla House Within Lahore 2 Days Process.
1 Kanal House With in Lahore 2 Days Process.
10 Marla House From Lahore to Islamabad 3 Days Process.
1 Kanal House From Lahore to Islamabad 3 Days Process.
For one Kanal houses, we shall be needing 2 trucks. Additional trucks for houses
with area above one Kanal will be deployed as needed. Additional labor will be
employed as needed.
Since we are charging prices based on per labor hour, we shall be earning
substantial fees no matter how long the process takes. Still, to ensure customer
satisfaction, we shall try to keep the Pack & Move Time as minimum as possible.
Once the unloading is done, we shall be rearranging the clients belongings as
needed. Last but not the least, we shall be taking customer feedback about our service.
In this way, a single move will be completed.
Steps involved in each process:
Order Placement: Customer will visit our website and place an order through our
application form.
Packing: The labor will pack the clients belongings with utmost care.
Details are as follows:
- Crockery will be wrapped individually in cushioning paper and placed into
special corollary cartons, which will then be braded with fragile stickers.
- Furniture will be wrapped in polythene to prevent moisture entry, and will be
covered with corrugated sheets and heat resistant shapes to permit easy
positioning into container. Mattresses will also be placed in the trucks to ensure
additional protection.
- TV, computer, washing machine, fridge, almirah, music system, glass items and
other items will be wooden crated for full protection.
- Books will be placed in small, strong cartons, which are lined with polythene to
keep inside part to be dry at all the time.

- Clothes, kitchenware items are kept into polythene-lined cartoon.

- If weight is critical for an air shipment, we palletize the shipment and surround it
will stretch film, to provide safety as well as keep the gross weight down, to sum
up every precaution is taken to ensure a safe and damage free delivery at the
destination.
Loading: Once everything has been packed, the labor will load these into trucks.
Transportation: Goods will be transported to the desired destination.
Unloading: Clients belongings will be unloaded with utmost care.
Unpacking: Clients possessions will be unpacked and we will take our equipment with
us since it is reusable with a useful life of 1 year.

Service Design & Development Plan

Moving Materials: This whole package that will be enough for 8 rooms excluding
(baths and storerooms) is worth $200 (excluding shipment) from
theboxcompany.com (theboxcompany.com)
2 Cubic foot box
Use for any items, but especially for heavier items. This is a versatile box for toys,
pots & pans, small appliances, electronics, computer peripherals, clothing, shoes, etc.

5 Cubic foot box

This box is for large, bulky items such as pillows, comforters, coats, towels, sofa
cushions

48" Wardrobe
This is used to pack up closets. The clothes are put in and hanged on the rack for
moving.

China Barrel
Used for packing dishes, china, stemware, household breakables. Provides more
strength & protection than any other box. Before packing each item in this box, the
item will be wrapped in unprinted packing paper.

Single Foam 1/2 and Double Foam 2

One will be used to protect furniture while moving.

Bubble Wrap 1/2" x 48"

Paper

Bubble Wrap 3/16" x 48"

66 m Tan Tape 25 lbs Wrapping

Service Blueprint

CLIENTS

THE MOVERS
WEBSITE

ORDER
PLACEMENT &
CONFIRMATION

QUALITY
ASSURANCE OF
GOODS
(OPTIONAL)

PACKING

SERVICE
PERFORMANCE

LOADING

UNLOADING

RE-
ARRANGEMENT

FULFILLMENT OF
SERVICE

Packing Services
Loading Services
Transportation Services
Unloading Services
Unpacking Services
Rearranging Services
Moving Insurance

Financial Projections
Assumption Sheet
We are assuming that we will get, on average 10 customers each month in year 1,
willing and able to avail our services in the 1st year. We are assuming that we are
achieving our strategic goal of achieving sales growth of 10% per year.
*One time Expense/year and +One time Expense in business lifecycle.
Expenses
All costs / year
Name
QTY
Amount in PKR
Plates, Glasses, Mugs,
2 tea set
7,000
spoons, folks and knives
+ misc. (tissues, napkins
other crockery)
Internet
2 MB
1,200*12 = 14,400
Wrapping Tape
200 per use
200*10 = 2,000*12 = 24,000
Boxes from the Box
10 sets * $200 +
$3000*100 = Rs.300,000
company
Shipment of $100
(per year)
Telephone (Postpaid)
1 SIM for office use
1,200*12 = 14,400
A4 size Paper Rim
1 rim
550*12 = 6,600
Printer
1
7,500
Domain & Hosting
Per year / 12 months
2200
Utilities
Per month*12
100,000*12 = 1,200,000
Cushioning Foam, Size
10 foam
1,000*10 = 10,000
2
Contract Fee
1 year contract
4,000
Lawyer Fee
15,000
Marketing Expense
Events and Sales
300,000
(Public Relation &
promotion
Promotion)
Flyers
1,000
2,000
Brochures
1,000
5,000
Visiting Cards
1,000*3 people
1,000*3*1.5 = 4,500
Rent per vehicle (in
125*10 orders*25
31,250*12 = 375,000
Kilometers)
Labor cost (Packing,
1,000*3*10 orders
Unpacking, Loading,
30,000*12 = 360,000
Unloading) per person
If income is between
Taxes
400,000 to 750,000 (Tax
rate on partnership is
10%)
Patent / Trademark
One time expense
4,000
Partnership firm
One time expense
6,000
Registration
Total
2,661,600 (1st year expense)

* These are the expenses for 1st complete operating year.

* From here, we have gotten the per unit expense and used is as a standard since
these amounts have been estimated with a fair account for inflation and other
market fluctuation risks.
Revenues
Inflow Customer
1 order
Estimated Sales Per month
(2015) Rs.30,000*10 = Rs.300,000
(2016) Rs.35,000*11 = Rs.385,000
(2017) Rs.40,000*12 = Rs.480,000
Revenues 2015
ITEM

Sales Revenue
Rs.30,000 (2015), Rs.35,000 (2016),
Rs.40,000 (2017)
1st Year Sale
Rs.300,000*12 = Rs.3,600,000
Rs.385,000*12 = Rs.4,620,000
Rs.480,000*12 = Rs.5,760,000

QUANTITY

Projected Revenue
Revenues 2016
ITEM

10*12 = 120

Projected Revenue
Revenues 2017
ITEM

11*12 = 132
QUANTITY

Expenses including CGS 2015

ITEM

QUANTITY

QUANTITY

PRICE
(PRS.)
30,000

TOTAL (PRs.)

PRICE
(PRS.)
35,000

TOTAL (PRs.)

3,600,000

4,620,000

PRICE
TOTAL (PRs.)
(PRS.)
Projected Revenue
12*12 = 144
40,000
5,760,000
*Revenues will increase based on increasing inflation and sales growth.

Expenses & Cost of Goods Sold

Expenses including CGS 2016
ITEM

10*12 = 120

Expenses & Cost of Goods Sold

Expenses including CGS 2017
ITEM

11*12 = 132

QUANTITY

QUANTITY

COST
(PRS.)
22,180

TOTAL (PRs.)

COST
(PRS.)
22,180

TOTAL (PRs.)

2,661,600

2,967,760

PRICE
TOTAL (PRs.)
(PRS.)
Expenses & Cost of Goods Sold 12*12 = 144
22,180
3,193,920
We are assuming that the costs will increase by 10% since we have already
accounted for the risk in per unit costing. Per Unit = Total Cost/No of Clients
served.

INCOME STATEMENT
Sales Revenue
Cost of Goods Sold
Gross Profit
Utilities Expense
Salaries & Wages
Telephone & Postpaid
Contract Expense
Lawyer Expense
Marketing Expense
Transportation Rent Expense
Patent
Partnership Firm Registration
Flyers
Brochures
Visiting Cards
Operating Profit
Income Tax
Net Profit

2015
3,600,000
(1,080,000)

2016
4,620,000
(1,188,000)

2017
5,760,000
(1,296,000)

(1,200,000)
(360,000)
(14,400)
(4,000)
(15,000)
(300,000)
(375,000)
(4,000)
(6,000)
(2,000)
(5,000)
(4,500)
230,100
0
230,100

(1,320,000)
(396,000)
(15,840)
(4,400)
(16,500)
(330,000)
(412,500)

(1,452,000)
(435,600)
(17,424)
(4,840)
(18,150)
(363,000)
(453,750)

(2,200)
(5,500)
(4,950)
924,110
61,116.5
862,993.5

(2,420)
(6,050)
(5,445)
1,705,321
188,564.2
1,516,756.8

BALANCE SHEET
(In PKR.)
2015
2016
2017
Assets
Cash & Cash Equivalents
2,673,300
2,680,093
2,532,089
Plates, Glasses, Mugs, spoons, folks
7,000
10,000
15,000
and knives + misc. (tissues, napkins
other crockery)
Inventory
300,000
500,000
800,000
Printer
7,500
8,500
9,500
Domain & Hosting
2,200
2,400
2,600
Cushioning Foam
10,000
15,000
20,000
Total Assets
3,000,000
3,215,993
3,379,189
Liabilities & Owners Equity
Retained Earnings
0
215,993
379,189
Owners Equity
3,000,000
3,000,000
3,000,000
Total Liabilities & Owners Equity
3,000,000
3,215,993
3,379,189
* We are assuming that the equipment will fully depreciate in one year.
*All business activities are on cash.
*Assets and one-time expenses are highlighted in the expense and assumptions sheet.
* CGS includes Internet, Wrapping Tape, Boxes, A4 Papers, Rent per Vehicle and Labor
Cost. Per unit CGS is almost Rs.9,000 Total CGS / No of clients served.

Critical Risks
Management Risk
Once the business gains traction, there is a chance that someone from our
management team or employees might go on and start a similar business on their own,
this could lead to one of our very own, becoming our competitor.
To avoid this risk, we shall have proper nondisclosure agreements with each
individual under which nobody can share our service blueprint or any details about the
business with anyone for the next 15 years.
Secondly, apart from the tasks being performed by the management team, all
other jobs will be outsourced. This will also help in minimizing this risk because
outsourced employees will not have the chance to gain ample information regarding our
operations.

Marketing Risk
People may be skeptic of the service we are providing; consequently, they will
need a lot of convincing. Yet, we cant use traditional advertising because it will not be
able to communicate quality properly. At the same time, advertising is not a very credible
source of information.
To avoid this, we will be heavily relying on social media and will convince
bloggers to write about us. Moreover, we shall focus on building strong public relations
to ensure that our clients and stakeholders spread positive word of mouth about us.

Operational Risk
As we know very well, the law and order situation of our country is in shambles.
There is an increased risk of strikes and other similar problems. This is another reason
why we have outsourced most of our operations, by outsourcing; we have minimized our
internal risk.
Still, if a strike becomes inevitable and our clients possessions are stuck on road
during transportation, we shall be willing to offer them a reasonable discount for their
worries, yet normally, truckers and transporters in Pakistan usually have enough
connections to avoid getting stuck in small strikes. In future, we shall be offering
insurance to our clients.

Financial Risk
Given the recession and economic instability in Pakistan, there is a risk that we
might not be profitable and the costs might increase in the future. Still, we shall try to
increase our sales through promotion.
We shall initially be charging 35% markup over our costs and expenses. And each
products pricing will be adjusted for inflation.

Market Research
Questionnaire
We developed a detailed Questionnaire on Google Docs to conduct primary
market research for our business and got it filled from number of concerning individuals
from our target market and related stakeholders. Our findings helped us in narrowing
down our target market and also helped us in mitigating the loopholes in our business
plan. We have graphically represented our findings in the appendix.

Focus Group

We conducted a focus group involving 4 individuals, namely Mr. Ali Riaz, Mr.
Zakariya, Mr. Mujtaba and Mr. Shakeel. We chose these individuals because they
were from different localities and backgrounds, and this aided us in getting a diverse
idea about the viability of our business. They provided us with positive feedback
and which also helped us in choosing the proper market segment and we also got a
fair estimate of the price that people are willing to pay for our services.

When asked about the attractiveness of the business, 3 out of 4 individuals
gave us positive feedbacks. One individual in the focus group, Mr. Shakeel, was a
little bit skeptic about the safety of his belongings yet when we told him the whole
process and asked him whether he would avail such a service, he said he surely
would.

Industry Experts

We contacted Mr. Zahid Bhatti of Bhatti Brothers to get a quote on the price
of the mattress that we have planned to place in the trucks to ensure the safe
transportation when moving delicate furniture. He gave us detailed information
about the packaging that we might in need of and also guided us about cheap
alternatives to the solution that we had been considering earlier.

We also got in touch with Mr. Tariq Mahmood Rao, who is the Country
Manager of SHARAF LOGISTICS PAKISTAN. It was difficult to approach him given
his busy schedule, and after trying multiple times, he provided us with some
valuable information regarding the industry dynamics and the opportunities and
threats we need to look out for.

We got the number of the CEO of Green Packer and Movers, Mr. Wajid Ali
(+92-300-5277688) from the Internet and contacted him as a client and asked him about
the details of Packing and Moving Process. He provided us with ample detail about all
the domestic and corporate services that Green Movers are providing. He was not in town
so we were unable to get his card or meet him in person.
We contacted Ch. Sikandar Hafeez of Hafeez Goods Transport Company and
got relevant information with regards to how we shall run our operations in the future
when we will expand our operations to other major cities of Punjab.
We communicated with Ch. Abdul Ghafoor of New Chaudhary Goods Transport
Company and asked him about the prices of transporting domestic goods from Lahore to
Gujranwala and later we divided that price with the distance to get per kilometer price.
We also got in touch with Mr. Malik Ibrahim Awan of Al-Saad Goods Transport
Company to get an estimate of the Rawalpindi/Islamabad market.

References
Dess, & Lumpkin. (2003). Strategic management, creating competitive advantage.
Boston: McGraw Hill-Irwin.
The Nation. (2015, May 15). http://nation.com.pk/islamabad/15-May-2015/na-body-
examines-bill-to-regulate-courier-industry. Retrieved from
http://nation.com.pk/islamabad/15-May-2015/na-body-examines-bill-to-regulate-
courier-industry: http://nation.com.pk/islamabad/15-May-2015/na-body-
examines-bill-to-regulate-courier-industry
Dawn. (2013, Apr 23). http://www.dawn.com/news/793782/regulator-for-courier-
business-in-the-offing. (D. News, Producer) Retrieved from
http://www.dawn.com/news/793782/regulator-for-courier-business-in-the-offing:
http://www.dawn.com/news/793782/regulator-for-courier-business-in-the-offing
ATKearney. (2011). https://www.atkearney.com/transportation/ideas-
insights/article/-/asset_publisher/LCcgOeS4t85g/content/courier-express-and-
parcel-market-at-a-crossroads/10192. Retrieved from
https://www.atkearney.com/transportation/ideas-insights/article/-
/asset_publisher/LCcgOeS4t85g/content/courier-express-and-parcel-market-at-a-
crossroads/10192: https://www.atkearney.com/transportation/ideas-
insights/article/-/asset_publisher/LCcgOeS4t85g/content/courier-express-and-
parcel-market-at-a-crossroads/10192
Khan, I. f. (2009, Aug 4). http://www.faisalkhan.com/2009/08/04/20090804the-
state-of-the-courier-shipping-companies-in-pakistan/.

Appendix