1.

Executive Summary
Group eco addresses the market need of environmentally-friendly office supplies. Green Office has been formed as an Illinois Corporation. Group eco will service a wide range of customers including corporations and government agencies. Products Group eco will sell eco-friendly products that use recycled materials, reuse "recharged" existing parts, or use non-toxic alternatives. Group eco will sell recycled paper ranging from notepads to envelopes to copier paper, a wide range of laser toner, inkjet cartridges and common office supplies such as correction fluid. Customers Green Office has identified three market segments. The first is corporations, with an 8% growth rate and 12,000 potential customers. The second is government agencies, with a 11% growth rate and 7,886 possible customers. The last category is assorted customers with a 7% growth rate and 56,888 possible customers. Competitive Edge Group eco will offer a complete range of office supplies, to become a one-stop shopping place for supply needs. Group eco will offer an unprecedented level of customer attention. It recognizes that shopping must be the most trouble free, pleasant experience if it expects to form long-term relationships with customers.

Mission
It is Group eco's mission to become a leading vendor of environmentally-friendly office supplies Group eco will become a market leader offering a wide, price competitive selection with the finest customer service.

Keys to Success

Offer environmentally-friendly office supplies at competitive prices. Secure large contracts with corporations and government agencies. Ensure fiscal efficiency through strict financial controls.

2 Introduction
2.1 Company Summary
Group eco is an eco-friendly product supplier located in New Baneshower, Kathmandu that focuses on selling eco-friendly products to corporation, government and local community and through their website online Group eco sells eco-friendly office product to local market and in the online space. We aim to provide quality products to satisfy our customers desire to work in a healthy work environment that keeps them injury and pain-free. Keeping our customers happy and solving their problems by providing great products at an affordable price is our goal. We also take pride in educating our customers on eco-friendly product that they might not be aware of, to prevent them from experiencing pain and discomfort in the future as well. We find doing this is rewarding in a personal and business sense. Group eco will incur the following start up expenses:

Office desk sets with chairs and assorted supplies (6) Workstations and a central file server, two laser printers, and Internet connection (6) Copier, fax machine Assorted pieces of office furniture Assorted shipping material Unit phone system with answer service (7) Shelving units for storage Used fork lift Intercom system Warehouse build out

Start-up funds will be supported predominantly through equity investment, but in addition company will obtain a RS50000 backed loan to assist in the purchase of start-up inventory.

2.2 Product: Online Store

Internet has revolutionized the way we do our Shopping. Because of the numerous Advantages and Benefits of Shopping Online more and more people these days prefer Online Shopping over conventional shopping. There are many reasons why buying on the internet the best option too. Hence Group eco has developed the e-commerce web store ( www.groupeco.com) where customer can enjoy shopping online The site facilitates customer to buy the product in more convenient way, with better price, can compare price and can select the best product from the pool of multiple product. Customers are provided with direct online service and communication facilities through which customers can directly interact with the support department for the query and problem solving which of course increases the value to customers. The web store includes following products

Recycled clip boards Non-toxic correction fluid Recycled note pads (small and legal size) Recycled paper clips 2

Recycled copier and printer paper Recycled envelopes Erasable boards Reusable coffee filters Recycled, refillable laser toner cartridges and inkjet cartridges Solar calculators Refillable pens and pencils made out of recyclable materials And many other items

3. Objectives
3.1 Company
Group ecos vision is to become a leading vendor of environmentally-friendly office supplies. Group eco will become a market leader offering a wide, price competitive selection with the finest customer service. The company aims for following objectives To become the premier source of environmentally-friendly office supplies. To offer Group eco supplies that cost no more than a 10% price premium, often at the same price as non "green" supplies. Quickly grow in size and become a profitable business within the first two years

3.2 E-commerce website

With the aim to provide the customer a high value, the company is equipped with web store where people can shop over the Internet without an intermediary service available 24hours a days. Following are the ultimate objectives of e-commerce facility.

To facilitate customer to shop the product without the barriers of time or distance To provide adequate and detail information regarding the product
Enable quick shipment of orders. Excellent customer relationship by providing interactive webpage.

Faster buying/selling procedure, as well as easy to find products.

4. Market Analysis Summary

Group eco believes that it faces a market with many opportunities and significant demand. Group eco's three main customer segments will be corporations, government agencies, and others which is a "catch all" category. The office supply industry operates with several different large companies and many small ones. Within the office supplies industry there exists a niche of environmentally-friendly companies that Group eco competes against. Some of these companies serve local markets; others are Web-based for broader coverage.

4.1 Market Segmentation

Group eco has identified three customer segments that it will go after:

Corporations: This customer group is composed of companies, typically with at least 35 employees. This customer group makes purchases for the entire organization, however sometimes different groups within the same organization will make purchases individually. These customers are interested in the purchase of environmentally-friendly supplies because of a decision by the owners for personal/corporate belief reasons or as part of a PR program that communicates to their customers that the business is committed to the environment and makes procurements based on environmental factors. Government Agencies: This segment is an ever expanding group. The majority of government agencies have enacted regulation to use the eco friendly products.. These legislative requirements for environmentally-friendly products has created a huge market for Group eco. Other: This is a catch all segment that contains a wide range of entities such as small companies, individuals, school districts, etc.

4.2 Target Market Segment Strategy

As mentioned previously in the Market Segmentation section, three customer groups have been identified. Two of these, corporations and government agencies are quite attractive as customer segments. The third is used as a "catch all" category. The strategy will be the use of a targeted sales campaign that uses specific sales agents each of whom are responsible for a specific customer group. The hiring process for these sales agents will be done with the specific group in mind. The agent responsible for the government agencies will be chosen based on his past experience and proficiency in selling to government agencies if possible. Group eco will therefore provide each experienced sales person with an exclusive territory, assisting them in achieving high sales marks for the respective customer group. 4

4.3 Industry Analysis

The broader industry that Group eco competes in the office supplies industry. Within that industry there are several market leaders:

Staples OfficeMax Office Depot

All three of these companies offer both local retail stores as well as mail order/Internet sales. These are the leaders with a combined 59% market share. The remaining players in the market are made up of both mail order/Internet competitors as well as local retailers. Within this market is a newly developed niche of environmentally-friendly suppliers. The majority of companies competing in this niche are mail order/Internet based.

4.3.1 Competition and Buying Patterns

Competition comes from two sources, direct and indirect competitors. Direct competitors are companies that offer similar lines of environmentally-friendly products. The main companies are:

Ecomall EcoProducts The Good Humans

The indirect competitors are companies within the office supplies industry who offer eco supplies, but do not concentrate on these products. Customers' buying patterns are based on two main factors:

Price: Both a relative comparison to standard office supplies as well as eco-friendly ones. Convenience: Ease of ordering, shipping schedule, variety of products

5. Strategy and Implementation Summary

Group eco 's goal of becoming a major vendor of environmentally-friendly office supplies is an ambitious but achievable goal. Group eco will leverage its two part competitive edge to achieve this goal. The first edge is an unbeatable selection of green office supplies. This all inclusive product catalog creates a compelling one stop shopping venue. This wonderful product selection will be supported by a customer-centric company culture. The marketing and sales strategies support these two competitive edges. The marketing strategy seeks to develop an awareness of Group eco and its ability to offer a wide selection of eco-friendly office products. All products will be priced competitively, often at the same low price as non eco-friendly products. The sales strategy will use specially engineered economic incentives that channel account manager behavior into the mode of ensuring, happy, long-term customers. This entire strategy is based on the company's philosophy that it is far cheaper to maintain a current customer than it is to attract new ones.

5.1 Competitive Edge

Group eco competitive edge is two fold, a wide selection of office supplies making it a one stop shopping place and a strong customer service oriented organization where the customers are assigned a specific sales agent/account manager to assist them. By offering a strong product catalog, customers are able to place all of their office supplies orders at one place instead of having to contact multiple vendors each week or month, whatever the interval may be. Creating the perception that all of the company's office supply needs can be met by one company, Group eco has a competitive edge. The second edge is Group eco's focus on customer service. The company recognizes that if long-term sustainable growth is desired, the customers must feel like that they are being offered the finest service. This will ensure the building of a loyal customer base that will assist Group eco in becoming a sustainable operation.

5.2 Marketing Strategy

The marketing strategy will be based on a communication effort that announces Group eco's two competitive edges, their selection and customer service. To be able to order all of an office's supply needs from one easy-to-work-with vendor is a significant value. Backing up the extensive product catalog with top rate customer service will retain customers. Group eco will undertake a marketing campaign that communicates its competitive edge. The campaign will rely primarily on print advertising. The media outlets to be used will be determined based on the readership levels and targeted companies. The campaign will develop an awareness of Group eco to the targeted customers. The development of an awareness or image of Group eco is the first step in the implementation strategy, the second step is the sales strategy detailed in the following section.

5.3 Sales Strategy

Group eco's sales strategy will be based on the conversion of qualified sales leads into paying customers. The key emphasis here is customer service. Group eco recognizes that customers desire that their needs are taken care of. Additionally, customers want a seemless experience where their expectations are managed. Group eco will accomplish these lofty goals by assigning a specific account manager/sales agent to each customer (assigned by the customer type). The sales agent receives a commission not just for the individual sale but also using a complex formula that takes into account long-term customer satisfaction of the client. Group eco therefore has developed an economic incentive for its account managers to develop longterm customers. This incentive based system is key to the sales strategy because it creates an incentive for the sales agent to take into account Group eco's strategic survival, not just the agents short-term compensation. In addition, long-term customers are more profitable than new customers.

6. Web Plan Summary

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The website will be developed to offer customers a product catalog for online orders. The overriding design philosophy of the site is ease of use. Group eco wants to make the process of placing an order as easy and fast as possible thereby encouraging increased sales. Group eco will incorporate special features such as a section that is specific to each customer so the customer can easily make purchases of repeat items. Instead of going through the website every month and locating their monthly needs, the site captures regularly ordered items for that specific customer, significantly speeding up the ordering process. This ease-of-use feature will help increase sales as customers become more and more familiar with the site and appreciate how easy it is to place an order.

6.1 Website Marketing Strategy

The marketing strategy for the website will begin initially with a simple strategy of search engine submissions and the use of pay-per-clicks which is a service of Google and Overture where the company pays the search engine every time a surfer clicks through to the Group eco site.

6.2 Development Requirements

Group eco has secured a start-up website design company to design and develop the site. As a result, the company is able to negotiate a favorable rate for the development and maintenance of the site.

7. Conclusion
Group eco will provides a complete range of office supplies, to become a one-stop shopping place for supply needs.. It recognizes that shopping must be the most trouble free, pleasant experience if it expects to form long-term relationships with customers. It is Group eco's mission to become a leading vendor of environmentally-friendly office supplies. Company Offer environmentally-friendly office supplies at competitive prices and ensure fiscal efficiency through strict financial controls. Company will use web and internet based technologies for the internal and external business activities to gain competitive advantage in the market. The Market contains three target customer groups two of these, corporations and government agencies are quite attractive as customer segments. The third is used as a "catch all" category. There exist several direct and indirect competitors in the business and compete for the same customer groups. Staples, OfficeMax and Office Depot All three of these companies offer both local retail stores as well as mail order/Internet sales. These are the leaders with a combined 59% market share. The remaining players in the market are made up of both mail order/Internet competitors as well as local retailers. To gain a competitive advantage in the business, company has developed business strategies to adopt in long run and to attain the pre-determined goals. Group eco has come up with marketing; sale and most powerful web marketing strategy which of course company will thrive in future and become leader and prominent company in its business sector.