Executive Summary:

“Counselling” is an online consultancy center for mental health. We will give services through internet.
Psychological health industry is not established in our country. Our competitors are less because people
doesn’t have proper knowledge about mental health. For analyzing our service industry we use porter’s
five forces. We also show SWOT analysis of our service.

Our aim to provide highest level of service within less amount of money. Our service is designed to
provide our clients an integrated solution for their mind and soul. Our service will be available 24/7.
There will be an emergency hot line for the emergency clients. Ours is a sole proprietorship business.

Our vision is a community where everyone has a first aid skill to support people psychological health
problems. Our mission is to provide high quality, evidence based psychological health first aid education
to everyone.

Our main target group teenagers and adults (13-50) surviving psychological problems. We found that 50
million people have mental illness in our country. Because of social stigma they don’t come out. We
assure them client’s information will not be reviled.

Our direct competitors are PHWC, Niramoy, talk space. The online services are mostly established and
renowned. But they lack giving quality service and draw long term communication with the customers.
The offline customers are more reliable and effective to the general mass. But with the technological
development clients can get our service with least time.

People can have our service by going to the “Counselling.com” website. Or else clients can message us
whenever they are near to the laptop, tablet or smartphone. We will give service in between (500-
1000)taka.

Our management team will be divided into two part. First group will conduct the operational level and
second group will work with the customers.

In this paper we have shown ourdetail plan of our business. According to break even analysisto reach the
breakeven point it will take minimum of 8 years (approx.). We also show our two years business
income and the expenses.

At the end of our business plan we have added resumes of the employees and also a short TVC. That may
help to understand our business plan easily.
Chapter 1

Industry Analysis

“Counseling” it is an online consultancy center for mental health. Which will be operated via mobile app
or dedicated website. Most of the people facing depression, anxiety or mental illness are adult and
teenagers. So we are targeting them as our customer, their age group is (13-50). And also we will try to
provide them service within very affordable price (500-1000). People can take this service at any time. . It
is estimated that mental disorders account for 13% of the global burden of disease (WHO 2008).
However, in most developing countries mental health remains utterly neglected by the health system. In
Bangladesh, for example, a meager 0.5% of the total health budget is allocated to mental health. On the
other hand, as more than 65% of the total expenditure on health is out-of-pocket expenses, mental illness
takes a heavy toll on the poor. For analyzing our selected industry we will use Porters fine forces. We
think it will help us to provide effective results.

Power of suppliers:As “Counseling” an online consultancy center. Supplier’s power is very high.
Suppliers are the doctors, consultants and also psychiatrists, they could demand preferable time and also
fees.

Power of Buyer:Buyer power is medium. Customers bargaining power will be low, in our country don’t
have that much online consultancy center. On the other hand they have higher rate for the choice of the
consultancies. According to the WHO’s global estimate of mental patients in Bangladesh about 1.2
million severe mental patients. Huge number of patients are to getting enough services. So the power of
buyeris medium.

Threats of substitute:Threats of the substitute is very high. Existing hospital, renowned consultancy
center can be our substitute. The Psychological Health & Wellness Clinic (PHWC) in Banani is
offering a range of psychological services to cater to clients who value quality, no njudgmental,
and confidential treatment to address their concerns. This clinic can be our substitute. National
Institute of Mental Health and Hospital, Modern Psychiatric hospital (Pvt.), Monomita mental
hospital they also could be our substitute.

Threats of new entrants:In this industry threats of new entrants are very low. People in our society
doesn’t have proper knowledge about psychological health care so the probability of coming new entrants
are low but teenagers are becoming concern about the health.
Competitors:Threats of the competitors are very high. There are two types of competitors direct and
indirect. Hospital, clinic, private consultancy center are our direct competitors. For example: Niramoy,
National Institution of Mental Health and Hospital, Moynamoti mental Hospital. Talk space website
provide online therapy it is the most direct competitor for our business. Very much easy to communicate
through this website.

Foreign established companies are our indirect competitors. They provide services through online also, so
could be our indirect competitor. Online mental health counseling program, online therapy it is also our
indirect competitor.

Porters Five Forces

 Porter’s five High Medium Low
forces
Supplier power 

Buyer power 

Threats of new 
entrents
Threats of 
substitute
Competitor 

Fig: Porters five forces for Counselling

SWOT Analysis:

Fig: SWOT analysis for counselling

Chapter 2

Company description

“Counseling” is a one-stop place for psychological health care and wellness needs.

We aim to provide the highest levels of care ranging from psychiatric assessment and psychological
counselling/therapy to lifestyle modification through online activities. Our Team of qualified professional
staff have multicultural clinical experience and carry a high regard for client ethics, evidenced-based
practice as well as continuous professional development. MinhazTurzoChief Executive Officer (CEO) of
“Counselling” , AfsanaSumiya (Managing Director), H M Sazal (App Developer), IsratMitu (Marketing
Manager),SaimaAlam (Financial Officer). As such, all our patrons can expect to be greeted, seen,
accepted and managed in a safe and non-judgmental manner. We believe that wellness is more than the
absence of disease; it is a state of optimal well-being. It goes beyond the curing of physical illness to
achieving health. Therefore, our services are designed to provide our clients an integrated solution for
their mind, body, and lifestyle to enhance their lives and resolve issues. It will also benefits people who
cannot drive to the therapist’ office. It is also a convenient option for people with disabilities. People in
abusive relationship also can take therapy without their partner knowing. We will also give emergency
hotline for emergency calls. We will also conduct monthly counseling season people can join via video
call. Our service will be open 24/7.“Counselling” is a sole proprietorship business. If our business can
capture as many customer as we want we would like to collaboration with renowned hospital.

Company History
At any given time, one in five people suffers from depression but rarely gets treatment due to acute social
stigma surrounding mental illness, not to mention scarcity of trained mental health experts in our country.
As a mediocre country we don’t have enough access to take care of our mental health. Teenagers
at our time are facing this problem very much but they are not ready to go to hospitals or met the
doctors solve their problem. In foreign country psychological health care industry is very well
established, they provide services online and offline also. For example: talkspace, provide online
therapy is the delivery of mental health counseling via internet. People think therapy via internet
provides greater confidentiality, clients don’t have to cancel if they get sick. In our country there
is no services like talk space, for the first time we launched psychological health care services
via internet. We will make app and dedicated website for the needy people. Clients opinion will
be taken very seriously, according to their choice they can select consultant.

Our Vision

Our vision is a community where everyone has the first aid skills to support people with psychological
health problems.

Our Mission

Our mission is to provide high quality, evidence-based psychological health first aid education to
everyone.
Our Values

 We are evidence-based and use rigorous, scientific research methods to create and evaluate our
work.
 We are informed by the lived experience of people with psychological health problems and those
who care for them and draw on their perspectives in our work.
 We are passionate and dedicated to innovation and achieving excellence in our work.
 We respect and embrace the diversity of all people irrespective of their health, ethnicity, culture,
gender identity, age, religion, and sexuality.
 We enjoy what we do and look after our own well-being and each other as we work.

Chapter 3

Market Analysis

Market Analysis

 The demographic we will target is the 13-50 year old individuals residing in the country.
Ideally, the clients are on some form of government assistance and are actively in the job
search process or enrolled/needing to enroll in academia. Additionally, those who are
 interested in job searching or applying for social services and need assistance in applying and
the required documentation. This target demographic will also extend to undocumented
immigrants as well, but only for assistance with social services.

 The services that Mental Health Care will offer satisfy the needs of underemployed,
unemployed, potential and current government assistance recipients and undocumented
immigrants, specifically requiring assistance with social services.

Provided Services

 We will provide low-cost mental health services and referral to social services to the local
community. The services include diagnosis and treatment as well as community reach-out.

 Family therapy, couples therapy, group therapy and individual therapy will be provided.

Marketing and Sales Activities

 Our Marketing process will be via Internet, Flyers, Social Media, and Referral services.
Heavy focus will be on direct marketing via events in hospitals, highly populated shopping
centers and train stations.
 Direct marketing is highly effective sales tactic and the distribution of flyers and free
session while explaining when the clinic will be open is the goal for attracting new clients. A
sliding scale fee for those who can’t afford the cost.

Product or Service Research and Development

Almost one in three of Bangladesh’s population or 50 million people are suffering from mental
disorders, according to a 2016 survey by the National Institute of Mental Health and Research
But for mental health-related treatment, there are only 790 places and only 220 doctors for 50
million patients.

Target Market Segment

As we mention in our business plan that our main target group (13-50) years old people, facing
mental illness. We found that 50 million people in our country have this illness. We focus on the
teenagers and adults. We also have mentioned that service will be conduct through internet.
Young people are more attracted towards using technology, so we think capture young target
group would be easy for us. We are not targeting older group because they don’t have proper
knowledge regarding technology and also psychological disorder. The older group prefer to do
work in a traditional manner.

Company Objective:
Our company’s objective is to make a website“Counselling.com”, reach the clients as early as possible.
Anyone can take therapy not travelling to the office. And also for significantly less money than the
tradition therapy. Main objective is to understand what the clients are going through and help them to
make positive changes.

Resources:
Our main resources are the therapists, doctors, psychiatrists. All of them are licensed and
background checked. The therapists will serve without judging the clients. Client’s conversation
will be carried seamlessly across devices.

Buyer Behaviour:

Buyer behaviour is the study of how individual or group of customer select and analyse a product or
services. Our country is a developing country, people are not aware of their psychological health. So they
are not much eager to take the services. For that reason we have to conduct some social awareness
programme. It is very much important for people’s well-being we will make them understand by
advertisement, TVC and seminar. There are some alternative ways to take the services in traditional way.
By going to the hospital, but social stigma is the main barrier. We would assure they don’t have to face
this problems. So the peoples will be more attractive towards our services.

There are various factors which play a role in the whole process of buying decision making. The
environment consists of all the factors given below:

Economic Factor: Economic factor is most important factor driving the buying decision of
customer. Ours is a mediocre country so per head income is not that much. As we mention that
teenager and adults are the main target group. Teenagers doesn’t have earning keep that in mind we
will charge lea amount of money.

Technology: Technology plays vital role in our business. At recent time, our target group spent big
part of their daily life using technology. So clients can sent message whenever they are near to the
laptop, tablet, and smartphone.

Culture: though we have strong cultural value. In our country society doesn’t accept mentally ill
person easily. They prefer to abandon them. We will keep their information secret for avoiding this
problem.

Competitive: Without traditional system there is no other way to have this service. So the
competition is less. This would be new for the customer.
Competitor Analysis:

Our main competitors will be the other online based companies that are provide same kind of services.
Except online based services there are some hospitals, private clinics, Ngo’s, Radio show that are also
consider as our competitors.

In Online Our Main Competitors Are:

1. PHWC

2. MonerBondhu
3. Niramoy
4. HaalcheronaBondhu

Our Other Competitors Are:

1.Dhaka psychiatric Hospital

2.Monomita Mental Hospital
3.Monojogot Center
4.Healing Heart counseling Unit

The online services are mostly established and renowned, but they lack in giving quality services and
draw long term relation with the customers. For example, Monerbondhu doesn’t have any customer
support center and for the continuing customers they doesn’t have any pricing strategy. The other online
services still working to get their business in feet.

The offline competitors are the mental hospitals and private consultancy centers. There are reliable and
effective to the general mass. But with the flourishing technology and the time consuming process people
are looking for options, where they can get reliable and quality service with the least consuming time.
Chapter 4

Marketing plan

The service marketing mix is a combination of the different elements of service marketing that
companies use to communicate their organizational and brand message to customers.

A business that offers a set of services to customers, whether it is in hospitality, travel, healthcare
or professional services like a lawyer, engineer, architect etc. If the business directly interacts
with the consumer, then it falls under the business-to-consumer (B2C) service category whereas
if the business offers its services to other businesses, it falls under the business-to-business
(B2B) services. The mix consists of the four P’s – product, price, place, promotion

Product\Service:Our business idea mainly service based. We provide psychological

consultation through online. It is a reliable service. All the consultation will be provided by the
experienced consultants through online app. We will provide psychological consultation to all
ages of people but our target people are the adults and teenagers.

Place:There is no fixed place for our service. Anytime anywhere we will provide service
through online. We don’t provide our service in any physical place.

Price:Our price range is not so high. We maintain a standard cheap prices for our customers.
Our price range is 500-1000.

Promotion:To promote our service we give advertisement in online. We create a Facebook

page and YouTube channel. We will give some discount in our service as a promotional activity
and after 3rd consultation of a person we will let them meet our experienced consultants
physically.

There are three expanded mix for service marketing. They are the traditional marketing mix.
We can build customer relationship through “people”, “process” and physical evidence these
three marketing mix.

People:This is a virtually important element of the service marketing mix. The internal people
are related to our service. Such as The experienced consultants, chief executive officer, App
developer, marketing manager, financial officer are our people for service.

Process:The process involved in the activity require special mention and attention. A process
need to be clearly defined for the service provider. In our service we will ensure the same level
of service

delivery to every
Product/service Online psychological consultation

customer at any time of the day. Customers will conduct us through our app or dedicated
website. We will provide service through audio call, video call directly with experienced
consultants. We will secure all the information of our customers. Consultation will be provided
by the experienced consultant.

Physical Evidence:As our service is online based, we don’t provide any physical places for
our consultations. But we provide calm environment with thoughtful comfort while consulting.
 Price Range 500-1000

Place Anytime anywhere through online

Promotion Advertisement, Facebook page, YouTube channel,
flyer, crowded market, train station
People Experienced consultants, chief executive officer,
App developer, marketing manager, financial
officer are our people for service
Process Customers will contact through app or dedicated
website. Service will conduct via video call, audio
call.
Physical Evidence

Fig: Marketing Mix for Counselling

Chapter 5

Management Team

Our management team will be divided into two groups. The first group will manage the whole operation
of the organization including customer care and so on. The second group will deal with the doctors,
consultants, psychiatrist and the others.
 Fig: Management team for Counselling

Chief Executive Officer:MinhazTurzo is the CEO. He will execute all the necessary operations like
marketing, financial transactions and other activities will the co-ordination of the other members.

Managing Director:In our business managing director is AfsanaDola. She will direct the marketing
activities and will give direction following the superiors.

App Developer:H M Sazal is App Developer. His main task developing the app and also develop a
dedicated website. He will take calls from the customer. He also take care social networking sites for
example:Facebook, YouTube,twitter.

Marketing Manager:Isratmitu is Marketing Manager, she will take care the marketing activities. She
will conduct seminer, arranging counselling program. Make poster, advertisement.

Financial Officer:SaimaAlam is Financial Officer. She will take care of all the cost regarding app
developing, seminar, advertising and also income of our business. She will analyse the revenue, growth of
our business.
The first team will consists of the CEO and the Financial Officer. And the second will consists of
Managing Director,App Developer and the Marketing manager.
Chapter 6

Detail Plan of the Business

The business will pass through various steps which are discussed below in details:

1st Step:
The website and the mobile applications that will be required for operating the whole business will be
brought to market. These two will be the soul of the business.

2nd Step:
Psychiatrist and mental health consultant will be conducted and the business model will be proposed to
them. Afterwards their consent and suggestions will be taken into account, and those who are interested to
do business with us, will be our registered consultants. (Fresher’s from medical colleges will also be
conducted)

3rd Step:
Marketing team will start their marketing campaign in different hospitals and Educational Institutions.
The offline marketing activities will be encircled inside Dhaka for experimental marketing. The online
marketing will include SEO, Social media marketing, and Content marketing. TVC will also be brought
into the marketing campaign depending on the flourishing market growth.

4th step:
Online customer care will be made available for both the Patients and the Consultants.
5th Step:
The payment will be made through online transection sites example: Bkash, Rocket, Tcash etc. Debit and
credit card will also accepted. These is applicable for both patients and the Consultant.

The patients will pay a certain price for taking the service and we will pay the consultant for giving the
service.

6th Step:
Necessary modification and development will be made depending on the necessities of the customers and
the service providers.

Necessary changes can be made depending on the prevailing situation. Apart from that these is the
business plan which will wefollow for our journey with counselling.

Chapter 7

Income Statement and Breakeven Analysis

Income Statement (2 Years):

Each patients will be charged from 500-1000 BDT (depending on the service) and each consultant will be
given 500 BDT (will vary on the rating point).

For the 1st two years, we assume we will have 100 patients. And each customers will take minimum 5
times service from our consultants.
So, on average if we charge 700BDT from each customers.

The total collection stands:

(100*5)*700= 3,50,000 BDT

Now, if we assume we have 20 consultant for our 1st two year. And each consultant gives 25 services by
these time. We will pay minimum of 500 BDT for each service.

The total cost:

(25*500)*20= 2,50,000 BDT

Now, if we keep 50,000 BDT for customer care service, websites and app management.

Total expenditure in two years are (2,50,000+50,000) = 3,00,000 BDT

Revenue in two years = (3,50,000 – 3,00,000)BDT

= 50,000 BDT

Breakeven Point

Total cost for websites and app development is 3,00,000 BDT.

(Web site developing cost = 25000BDT (Advance Code, 2019)

App Developing Cost = 3,00,000 (Zaman-it.com, 2019) )

Total cost relating to marketing activities 1,00,000 BDT

Total cost to bring the business to market is 4,00,000 BDT

Total revenue in two year is 50,000.

So, to reach the breakeven point it will take minimum of 8 years (approx.)

(50,000*8) = 4,00,000 BDT

Appendix

Curriculum Vitae of our Management Team

 Chief Executing Officer (CEO)

Minhazul Islam Turzo

Phone : +8801723072847
Email :minhazturzo0101@gmail.com
Mirpur DOHS,Dhaka-1216,Bangladesh

Education

Bangladesh University of Professionals (BUP)

MirpurCantonment,DhakaBachelor of Business Administration
Class of 2020

Major: Marketing

Notre Dame College Motijheel,Dhaka

Higher Secondary School Certificate Class of

2015

• Grade : GPA 4.75 in the scale of 5

• Subject Group : Science

• Version : English

Activities: Organizer of Protest against Violation of women’s right, Notre Dame College. 2015

The Millennium Stars School & College RangpurCantonment,Rangpur

Secondary School Certificate Class of 2013

• Grade : GPA 5.00 In the scale of 5

• Subject Group : Science
Courses

Introductory Management Information System (MIS)

 From edx.org.
 Course URL, https://courses.edx.org/courses/course-
v1:UC3Mx+IM.1x+1T2018/course/

Other
Activities

Language Skills: Proficient- Bangla, English

Computer Skills: Microsoft Word, PowerPoint, Excel, Android Studio, Adobe After effect.

Hobbies: Reading books,watchingsports,movies,playing Cricket& Football.

Reference

Mohammad Sadiqur Rahman

Program Coordinator,
Department of Marketing.
Bangladesh University of Professionals (BUP)
Mirpur Cantonment, Dhaka
Contact no: 01769021769
 Marketing Manager

Israt Sultana Mitu

767/8 North Kafrul, Dhaka Cantonment

T: 01521100408

E:isratmitu240@gmail.com

Professional Summary
I have been working in advertising and content marketing for “Counselling”. I am well-versed in online
marketing strategies and have a strong understanding of the technical aspects of web content
development, as well. I am a self-starter who’s constantly looking to increase my skill set through
professional study. I also have strong customer service skills as well as a dedication to delivering high-
quality work. I’m organized, detail-oriented and work well as part of a team. Having participated in
campaigns that have helped me see the value of a well-conceived content optimization strategy, my goal
now is to start formulating those strategies myself by breaking into the burgeoning field of marketing
management.

Work Experience
Advertising Professional

 Generated potential client leads for online content development firm by attending trade shows,
responding to online inquires and making cold calls.
 Worked with company sales team to negotiate client contracts and incentive packages.
 Shared information related to progress towards marketing goals with company executives in quarterly
budgeting and planning meetings.

Education and Training

BBA in Marketing
2016
Bangladesh University of Professionals
Studied Marketing, Marketing Management, Global Marketing as well as Service Marketing.

.
 Skills

 Focused and goal-driven

 Able to work well both autonomously and as part of a group
 Good communication skill

Hobbies and Interests

 Enjoy baking. Work closely with catering manager friend around the holidays to provide cookies and
breads to civic groups as part of food drives.
 Fan of graphic novels and science fiction stories.

 Managing Director

AfsanaAkterSumiya
81/2 Main Street, Mirpur 11.5

Cell: 01992673553

Email-afsanasumaiya0@gmail.com

Summary

Results-oriented Managing Director driven to manage costs and establish strategic mutually beneficial
partnerships and relationships with users vendors and service providers. Adept at creating strategic
alliances with organization leaders to effectively align with and support key business initiatives. Excel at
building and retaining high performance teams by hiring developing and motivating skilled professionals.

Skills
 Business Development
Revenue Generation
Strategic Planning
Program management
Team Leadership

Work History

Managing Director
9/1/2019 – Current
Counselling.com
Dhaka, Bangladesh

 Develop new marketing strategies to quickly capitalize on trends and social media.
 Restructured several lines to eliminate cash drains and increase overall revenue.
 Improved profit margin 10% by sourcing new vendors and negotiating favorable contracts.
 Implemented new quality assurance initiatives to increase product reliability and customer satisfaction.

Education

BBA –In Marketing

Bangladesh University Of Professionals (BUP)
Dhaka ,Dhaka Division

 Financial Officer
SaimaAlam
81/2 Main Street, Mirpur 11.5

Cell: 8801723072847

Email-saimaalam0101@gmail.com

Summary

Strategic and analytical finance professional with 5+ years of success in financial reporting, analysis and
project management. Consistently meets deadlines, resolves discrepancies, and increases company
revenue. Highly skilled at maximizing productivity through detailed analysis and process improvements.

Highlights

Financial modeling *Strategic planning

*Accurate forecasting *Detail-oriented

*Statement analysis *Analytical

Experience

Financial Analyst-

 Design and create weekly and monthly spending report

 Execute and reported variance and gap analysis
 Supply necessary industry and market

Junior Risk Analyst-

 Supported the development of invest presentations and marketing tools

 Analyzed utilization and capacity against performance goals
 Created monthly PowerPoint presentations illustrating business performance and goals.

Education

Bachelor of Business administration, Accounting

Bangladesh University of Professionals

  App Developer

H M Khairul Islam Sazal

BBA –In Marketing

Bangladesh University Of Professionals (BUP)
Dhaka ,Dhaka Division

H M KHAIRUL ISLAM SAJAL

DHAKA CANTONMENT
01755977660 ▪ shojolislam67@gmail.com

Objectives
Many years of experience in the field of application developer. Having good work experience with the
business rules management system. Highly motivated and energetic self-starter with good analytical,
organizational, creative and communication skills.

Experience
Mobile Application Developer ▪ 9/1/2017 – 7/1/2018
Tech BD▪ 1216 Mirpur 12

Assisted in auditing complex applications and creating a report of suggested changes.

Assisted in creating app progress reports to large industrial clients.

Skills

 Rich Internet/Platform, Desktop, Web Applications in Microsoft .NET 3.x (WPF/XML),

Qt Desktop, Microsoft Silverlight, (X) HTML/CSS/JavaScript, Adobe Flash/Flex/AIR,
AJAX.

Education
Bachelor of science in computer science

Dhaka University

2012 - 2016

Bibliography

Dhaka Tribune. (2019). World-class mental health clinic opens in Dhaka. [online] Available at:
https://www.dhakatribune.com/health/2018/02/18/world-class-mental-health-clinic-opens-
dhaka?fbclid=IwAR1bV1jqmfFGl4FVYOMohktTstY_x6NeZaB4HWD4C2sgRfso-v0O8zBzeas [Accessed 22 Apr.
2019].

En.banglapedia.org. (2019). Mental Hospital - Banglapedia. [online] Available at:

http://en.banglapedia.org/index.php?title=Mental_Hospital [Accessed 22 Apr. 2019].

Onlinecounselingprograms.com. (2019). Online Master's in Mental Health Counseling Programs of 2019. [online]
Available at: https://onlinecounselingprograms.com/online-counseling-degrees/online-masters-in-mental-health-
counseling/ [Accessed 22 Apr. 2019].

Talkspace. (2019). What is Online Therapy? | Talkspace. [online] Available at: https://www.talkspace.com/online-
therapy/ [Accessed 22 Apr. 2019].

Logo
Link of the TVC attached
here:https://drive.google.com/file/d/1Vt8TKl_ZprXaW_GxVzb0_2r1PSNu
dIAb/view?fbclid=IwAR2oqX8kJWONbCeb-
mnki2gFkbBSNwv_2ILuCs_z2zdL_lLuH3sm2pdRyCs