UniSwap [Word Count: 3173]

Entrepreneurship 
Project (Mini Business Plan) 

Business Name: ​UniSwap, (​AKA​ UnifiedSwap or Uni(Single)Swap) 

 
Motto: T
​ o Improve is to Change; To be Perfect is to Change Often 
 
Project Members (Section A): 
 
#  Name  Roll Number 

1  Talha Siddique  (18L-0910) 

2  Wardah Aftab  (18L-1055) 

3  Muhammad Rafay   (18L-1016) 

 
 
 
Table of Contents 

Executive Summary: 3 

Mission: 3 

Target Market: 3 

Competition: 4 

Financial Summary: 4 

Start-Up Costs and Funding Requirements: 5 

Milestones and Tractions: 6 

Business Description: 7 

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Industrial Analysis: 7 

Market Segmentation and Target Market Selection: 8 

Marketing Strategy: 10 

SEO & Social: 11 

Content Marketing: 11 

Influencer Marketing: 11 

Email-Marketing Campaign: 11 

Management Team: 11 

Financial Projections: 12 

Development Costs: 13 

Break-even Analysis: 13 

Cash Flow Statement Projection (January 2021 - January 2022): 13 

Projected Income Statement (January 2021 - January 2022): 13 

Projected Balance Sheet (January 2022): 14 

Ratio Calculations: 15 

Business Risks: 15 

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Exit Strategy: 16 

 
 

 
 
 
 
 
 
 
 
 
 

 
 
 
 
 

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Executive Summary: 

Mission: 
 
UniSwap​, an online platform with the goal to establish a transactional medium enabling safe, 
timeless and unified exchange of things by intelligently leveraging cutting edge technology.  
 
Imagine the ability to have what you wish for in exchange for what you have, U ​ niSwap ​makes it 
possible by ensuring the safety of things (for both receiver and sender) through different 
channels i.e., insurance and offers multiple flexible plans for establishing convenient exchange 
mechanisms. 
 

Target Market: 
 
The target audience for U ​ niSwap ​is not classified on the basis of age groups and provides an 
open transactional communication between any two parties who are willing to exchange stuff. 
 
Uniswap​ aims to fulfill the needs and wants of anyone who have possession of any object by 
the exchange of which our customer could earn points which act as currency and enable the 
customers to get anything within those points range. For clarity of ​UniSwap​ vision, A few 
exemplary scenarios are listed below: 
 
- A teenager owning Playstation 4 wishes to have Xbox One, can find a party who’s willing 
to have PS4 and exchange their devices through UniSwap platform which additionally 
adds security layer of insurance as well as providing communication medium to make 
the exchange as convenient as possible. 
- People who wish to visit a different country, suppose a party from the USA would like to 
spend their winter vacations in France can contact a likewise party who would like to 
visit the USA from France and they would be able to use their possessions for a limited 
amount of time.e., vacation period. All of this vacational period would go through the 
UniSwap platform, which closely monitors the resources used by both parties during 
their tour and safeguard their possessions without them having to worry about anything. 

Competition: 
UniSwap​ has identified some potential competing platforms which are listed below: 
 
A. HomeExchange 
B. SwapStyle 

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C. Zwaggle 
D. ZipCar 
E. Bookins 
F. Craigslist 
 
Some of these sites allow exchange of homes, clothes, transport vehicles but one major 
limitation of these platforms is their limited scope in which they operate. 

Financial Summary:  
UniSwap o ​ perates under a “pay-per-exchange” (PPP) financial model since the items that users 
will exchange will not always have the same value, the surplus or deficit will have to be 
accommodated by using money to buy UniSwap points which are the actual source of 
exchange. The primary source for revenue is a small percentage of the product’s amount that 
the users will pay (in other words, a premium). Initially, this percentage will be kept low to attract 
users, and once the project has gained enough popularity, the percentage can be increased. 
This ensures that the business can keep growing with time with increasing revenue. Ideally, this 
transition will be made after we have reached the 20k users milestone. Secondly, the apps and 
website will not have ads for additional revenue, as this will drive away users who are already 
paying a premium for using this service. 

Start-Up Costs and Funding Requirements: 

UniSwap would require 5,000, 000 PKR a half million to deploy the platform into its initial stage 
and the money would be used for the following purposes. The funding is required for the first 6 
months as the business will be up and running and UniSwap will be able to stand on its own 
after the given time frame. Funding could be given in a split of 2 months so a better estimate 
could be made from the expenditures of the first two months and then expenditures could be 
adjusted accordingly. 
 
UniSwap would require fundings for its employees which would be initially 10 in number and 
their average pay would be set to 50K PKR. UniSwap will have a domain named u ​ niswap.com or 
uniswap.org w ​ hich could be bought from sites such as hostgator, godaddy or namecheap and 
also we could get hosting from these sites. UniSwap’s application will be cross-platform 
(Android, iOS..), so it would require developers (3-4) and we would need to publish applications 
on playstore, apple store, aptoide and amazon for which we would also require money. 
 
UniSwap’s main capability lies in its insurance scheme which is the key source for building the 
trust of its customer as it is the most reliable way to provide the customer assurance for the 
safety of their product being exchanged. We could choose any insurance company which has 
been established like AIA Group Ltd, AIG, Allianz SE, AXA, Berkshire Hathway according to the 
product category which would be exchanged through our platform as these insurance 
companies don’t provide a generic approach to every product i.e., Some are specific towards 
vehicles, plots etc. 

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UniSwap’s office cost would be the rent of the place, electricity costs would be included in the 
utility type and miscellaneous costs could be anything such as bonus to an employee, providing 
assistance to a sick employee etc. 

Milestones and Tractions: 

 
Event  Description  Date 

Minimal Viable Product  Release and testing of MVP, feedback analysis,  2020-08-12 
(MVP)  incorporating recommended changes. 

Launch  Launching Product UniSwap to allow user  2020-09-12 

interaction. 

Achieved 5K Members   Gaining traction and attracting customers  2021-02-12 

worldwide. 

UniSwap in Newspaper   From unknown to being known. UniSwap is  2021-06-12 

now a platform spinning around its 
competitors. 

Reached 20K Members  Gaining popularity among competitors.  2021-12-12 

Obtaining Sponsors  Receiving funding with the assistance of  2022-06-12 

sponsors and making business scale. 

Collaborating with  Scaling the product by collaborating with our  2022-09-12 

Partners  partners. Identifying our limitations and 
strengths of our partners with an aim to make 
our product grow. 
 

Business Description: 
Uniswap​ executes under the operation which is service-oriented as it provides its customers a 
platform making communication possible between any two parties aiming to provide them what 
they require in a safe, convenient manner. ​UniSwap​ offers its services to anyone who has 
possession of anything that could be as small as a microwave oven to as large as exchanging 
houses. U​ niSwap​ will use PPC (Pay-Per-Click) online advertising mechanism to promote its 
platform as it’s viable to keep track of the source of traffic whose analysis would be useful in 
the foreseeable future to target specific sources which brings more tractions - more impactful 

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to our business. Another advertising mechanism which would be used by ​UniSwap​ is the use of 
newspapers to target literate groups who once entered as our customers will help as our 
advertising agents, spreading news about our platform. 
 
The exchange between two parties will be made possible by our platform who will first initiate 
communication via UniSwap, discuss the tenure of exchange of possessions while the 
pricing/points will be determined by U​ niSwap​ according to the standard which will be designed 
based on our customers feedback as it will be helpful to reduce controversies between different 
parties and keep the communication smooth, desirable and fluent. 
 
Unique Selling Purpose (USP) of UniSwap is its wide coverage of the products it offers based on 
the possessions of parties as it is independent of class of its customers and provides insurance 
of the products being exchanged without any breaching of trust as UniSwap brings its 
customers closer without the need of any physical interaction. 

Industrial Analysis: 
 
UniSwap​ aims to be a unified platform that offers multiple services and keeps its scope flexible 
which is different to its competitors offerings. For example, HomeExchange's major service 
includes exchange of houses for certain amount, SwapStyle offers exchange of clothes and 
ZipCar provides its customers transport service. A general observable pattern in industry is the 
limited scope of these services excluding Craigslist which offers multiple services similar to 
what UniSwap offers based on barter model.  
 
UniSwap’s last milestone aims to develop partnership with its competitors which is to use their 
services for creating exchange of possessions. UniSwap enhances their services by providing 
sandwiching mechanisms i.e., adding an insurance layer and customer support which is linked 
with the competitors. In this way, UniSwap acts as a supervisor for these services and thus, is 
scalable while aligning its competitors to gain the benefit as well as being the head of the 
provided services. Partnership eradicates the competitive behavior between companies and 
promotes growth as all of the competitors would be taking advantage of this service model and 
thus, all can collaborate to offer better services for our customers. 
 
#  Company  Service Model 

1  HomeExchange  Swapping of Homes 

2  SwapStyle  Exchange of Clothes 

3  Zwaggle  Share Toys of Children 

4  ZipCar  Exchange Cars 

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5  Bookins  Exchange Hotel Rooms 

6  Craigslist  Housing, Items, Services, Community 

Service, Gigs,Discussion Forums, 
Resumes, Jobs. 
 

Market Segmentation and Target Market Selection: 

 
 
Customer Type  Type  Age Range 

Laptops Buyer  Adults  18 - 35 

Phones Buyer  Teenagers / Adults  16 - 40 

Vehicles Buyer  Adults  25 - 50 

Tourists  Adults  18 - 50 

Jewellery Buyer  Adults  16 - 35 

Gamers  Teenagers  13 - 18 

 
UniSwap t​ arget audience may not be confined to age groups but if any safe assumption is to be 
made, main focus of target market selection will be of age group (18-35) since they are the 
potential customers who will be more willing to perform transactional exchange through 
UniSwap as compared to other age groups which could be seen in the given table as it’s more 
inclined towards adults age group. However, the scope of target audience is not limited to 
adults age group only and the main standard of target audience is general which would be 
improvised after achieving milestones as data would be collected making it possible to analyze 
what age groups to target. 
 
The following hierarchical scheme shows the link between different objects and their relation 
with the age groups. A general pattern which is observable in the scheme is as follows: 
 
- Technology items such as mobile phones, laptops, headphones are geared towards the 
adult age group. 
- Gaming products such as Xbox, Gaming PCs, Playstation are geared towards the 
teenagers age group. 

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- Vehicles such as cars, bikes are majorly geared towards the adult age group. 
 
UniSwap also targets its audience based on their l​ ifestyle​ i.e., people who are adaptable, willing 
to change, adventurous would be more inclined towards using UniSwap as their service provider 
as they are the ones who are willing to change. A safe assumption could be made about the age 
group who are transitioning from teenage to adults age group would be more willing and 
wishing to perform exchange of their possessions. 
 
A typical example supporting the above mentioned scenario would be the transition of a 
teenager named Alex who possesses an iPhone and got admission in university will now be in 
dire need of a laptop which would aid him in doing his assignments, taking notes and listening 
to lectures. So, Alex could use the UniSwap platform to exchange his iPhone and get a laptop 
with (maybe) a businessman who wants an iPhone and has an old laptop which is not of much 
use to him. So, these two parties can initiate transactions using our (UniSwap) platform, 
achieving what the other is missing. 

 
 

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Marketing Strategy: 
In a recent report by eMarketeer, it was concluded that online advertising is extremely influential 
with both (offline and online) companies. Offline companies are offering promotions that 
necessitate the customer going to one of the company's stores, consumers feel positive about 
the online promotions opening doors for these companies to target certain customer groups 
using computers at home as well as at work. 

Consumers said they were primarily concerned with return policies, customer service, and 
product selection. An impressive 94 percent of surveyed users reported that they had shopped 
online before. About 76 percent of respondents said that promotions were a positive influence 
on their purchasing behavior. About 50 percent said online coupons were especially persuasive, 
while 70 percent found offline coupons equally attractive. 

UniSwap uses niche marketing targeting specific groups based on their lifestyle, age groups etc 
and social sites (hashtags) for its marketing strategy. Hashtag of #UniSwap will be used on all 
social sites (facebook, vk, reddit, tumblr, twitter, google plus) so the consumers know the 
hashtag of UniSwap and they can use it to engage with the community of UniSwap. Consumers 
could use #UniSwap hashtag to share photos of their exchanged items which they are enjoying 
and also provide reviews as well as respond to suggestions of the customers. 

SEO & Social: 

The traffic and conversions to UniSwap’s website will be driven through social media marketing 
through Facebook, Twitter, VK, Linkedin etc. SEM and SEO will also be explored. 

Content Marketing: 

UniSwap’s blog will release content after every specific interval raising awareness and 
educating UniSwap’s audience about the quality and value provided by our exchange platform. 

Influencer Marketing: 

UniSwap will launch an initiative to publish articles and features for guest blogs on IoT, home 
automation and tech startup publications like TechCrunch, Medium, Wired and VentureBeat and 
other outlets in our industry. 

Email-Marketing Campaign: 

We will use the email marketing campaign targeting our customer base as a model of what we 
can achieve for them. We anticipate that online businesses will be more accessible to our 

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services. We will be successful with offline companies over time, but initially sales will be weak 
with this group. 

Management Team: 
 
Position  Role 

Chief Executive Officer (​ CEO)  Determines the UniSwap’s strategy, hiring and building 
the senior team. Making final calls on the decisions. 

Chief Operating Officer​ (COO)  Handles complex operational details, ensures business 
can deliver in a continuous manner. 

Chief Financial Officer​ (CFO)  Handles money, creates budgets and financing 
strategies. 

Chief Marketing Officer​ (CMO)  Owns the marketing strategy - sales strategy and 
oversees its implementation 

Chief Technology Officer (​ CTO)  Keep up-to-date with technology trends, integrate those 
into UniSwap’s strategy. Impacts business and industry 
strategically. 
 
Skills Required: 

● Sales and Marketing 

● Production 
● Finance 
● Administration 
● Procurement and Buying 

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Financial Projections: 
Following are the financial projections for the first two years of UniSwap:- 
 
Type  Year 1   Year 2 

Operating Profit  2,000,000  4,575,000 

Capital Investments  4,000,000  10,000,000 

Interest Expense  1,000,000  500,000 

Income Taxes  1,000,000  3,000,000 

Debt Payment  1,500,000   3,500,000 

Beginning Cash  5,000,000  445,000 

Ending Cash  445,000  1,000,000 

 

Development Costs: 
Total Estimated Cost​ ​(6 months / 1 month): 5
​ 520​ K / ​920​ K 
 
 
Type  Formula  Calculation 

Employees  (Employees * Pay) * Total  (15 * 50)K * 6 = 4500K 

months 

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Website Costs  (Domain + Hosting +  (1 + 4 + 10 + 35)K * 6 = 300K 

Maintenance + Developer) * 
Total Months 

Application Costs  (Developer + Maintainer *  (35 + 10)K * 6 = 270K 

Total Months) 

Insurance  (Monthly cost * Total  50K * 6 = 300K 

Months) 

Office Maintenance  (Monthly cost * Total  10K * 6 = 60K 

Months) 

Utility Bills  (Monthly cost * Total  15K * 6 = 90K 

Months) 

Miscellaneous  (Monthly cost * Total  3K * 6 = 18K 

Months) 

Break-even Analysis: 
To achieve break-even, the monthly revenue required would be 920,000 PKR. 
 
Monthly Revenue Break-even  920K 

Assumptions:   

Average Percent Variable Cost  8% 

Estimated Monthly Fix Cost  736K 

 

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Cash Flow Statement Projection (January 2021 - January 2022):  

 
('000rs)
Cash Flow From Operations
Net Income 1,025.00
Depreciation 50.00
(Increase in Inventory) 3,000.00

Cash inflow from operations -1,925.00

Cash Flow from Investing

(Bought Office Equipment) 20.00

Cash inflow from Investing -20.00

Cash Flow from Financing

Increased Owner Equity 6,000.00
Paid Debts 3,500.00

Cash Inflow from Financing 2,500.00

Change in Cash 555.00

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Projected Income Statement (January 2021 - January 2022):  

 

 
        ('000rs) 
Incomes         
  Sales    23,000.00 
         
      Gross Profit  23,000.00 
Operating Expenses       
  Selling Expenses    240.00 
  Employee Salaries    18,000.00 
  Office Supplies    5.00 
  Utility Expenses    180.00 
    Operating Expenses    18,425.00 
      Operating Income  4,575.00 
Non Operating Expenses       
  Interest Expense    500.00 
  Depreciation    50.00 
  Tax Expense    3,000.00 
    Total Non operating    3,550.00 
      Total Expenses  21,975.00 
    Net Income  1,025.00 

 
 
 
 
 
 
 
 
 

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Projected Balance Sheet (January 2022):  

 
 
      ('000rs) 
Current Assets     
  Cash and Cash Equivalents  1,000.00 
  Inventory  5,000.00 
    Total Current Assets  6,000.00 
       
Long Term Assets     
  Technology(Website + App)  70.00 
  Office Equipment  500.00 
  Property(Land+Building)  10,000.00 
  (Less) Depreciation  50.00 
    Long term Assets  10,520.00 
    Total Assets  16,520.00 
Liabilities     
  Accounts Payable  500.00 
  Unearned Revenue  500.00 
  Notes Payable  100.00 
  Current Liabilities  1,100.00 
  Long term debt  0.00 
    Total Liabilities  1,100.00 
       
       
Owners Equity     
  Common Stock  10,000.00 
  Retained Earnings  5,420.00 
    Total Equity  15,420.00 
 
 

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Ratio Calculations:  
(Ratios with insufficient information have not been included) 
 
Current Ratio  5.45 
Quick Ratio  0.91 
Cash Ratio  0.91 
Defensive Interval  118.86 
Gross Product Ratio  100 
Operating Profit Ratio  19.89 
EBT  17.72 
NI Ratio  4.46 
PAOS Ratio  4.46 
Return on Assets  0.08 
Return on Equity  0.08 
Debt to Equity  0.07 
Assets to Equity  1.07 
Asset Turnover Ratio  1.73 
Receivable turnover ratio  0 
Collection Period  N/A 
Payable Turnover  0 
Average Payment Period  N/A 
Inventory Turnover Ratio  0 
 

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Business Risks: 
UniSwap has measured business risks which could be posed during the development stage of 
the product which are listed as: 
- Economic Risks 
- Security and Fraud Risks 
- Financial Risks 
- Reputation Risks 
- Operational Risks 
 
Economy​ is always a variable, as the markets fluctuate so does the economy. Few of the 
positive changes are good for the economy, which leads to the inflating of the purchasing 
environments while negative events can impact sales leading to the loss. 
 
We are living in a world dominated by the internet, customers are using online and mobile 
channels to share personal data which makes them prone to hacking. This leads to impacting 
the trust and reputation of the company. 
 
The risk of having an unsatisfied customer, product failure and negative press or lawsuit can 
influence the company’s reputation, negatively. Similarly, this risk is amplified with the use of 
social sites as the spread of one bad review can significantly affect the platform's revenue. 
 
Operational risk can happen internally, externally or involve multitudes of unknown factors 
which can have an adverse effect on the platform’s normal working. It could be a server outage 
which could bring the site down. However, most of the operational risks are related to people 
(people issues). 
 
UniSwap has also proposed a scheme to cover these risks by taking the route of following 
strategies to mitigate the risks faced by our platform. These are listed below: 
 
- To counteract economic risks, it’s better to save as much as possible and to maintain a 
steady cash flow. Also, operating on a slim budget with low overhead is recommended 
in all economic cycles. 
- To achieve effective enterprise risk management, focus on security solutions is 
essential, fraud detection tools and employee, and customer education about how to 
detect any potential issues is must. 
- Reputation management strategies are required to monitor what’s on the mind of the 
customer and what are their reviews about UniSwap’s platform. Our company should be 
always ready to answer the queries of the customer and solve it in the earliest. 

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- To mitigate operational issues, we should always have a backup system or proactive 

measures to ensure the operations aren’t affected. 

Exit Strategy: 
UniSwap uses Merger and Acquisition (M & A) strategy to merge with a similar company such 
as Craigslist or being sold to a larger company as it saves all the current crew and customers as 
well as trust established in the customers by UniSwap platform and resources are saved. M&A 
is an efficient and quick way to grow the revenue rather than solely relying on current services 
provided by the platform.  
 

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