MKT330 Report

An E-Business Plan on

HomePlus
 Executive Summary
This is an e-business plan report following the ESP business model for the brand ‘HomePlus’.
HomePlus is a fully online business which provides décor products and other decoration services
to the customers of Bangladesh. Before entering into the market, we have done multiple analysis
such as PESTLE, Porter’s 5 forces & POST to understand the market and our situation in it.
After the analysis we have found a gap in the market that we strongly believe we can fulfil and
so we made this business plan to start our business successfully and sustain in the market.
The following section of the report contains the ESP strategic plans. Firstly, we have strategized
on which market to target, how to segment the market and how to position our brand to the
market. Then we have done the 4P’s marketing mix to strategize what products we will serve,
what will be the prices of our products and service, from where or how the customers are going
to get our products and lastly how we will advertise and promote our brand and our products to
the market. We have elaborately made strategies on how exactly we are going to advertise our
brand, using which media and platforms along with samples of ads executions.
At the very end, the estimated marketing budgets have been shown and the KPI tools to evaluate
and measure our performance have been discussed. We concluded the report with the potential of
our business and our plans for the future to grow and sustain in the long term.
 Table of Contents
Content Page

Introduction 01

Environment 02

Market Analysis 02

PESTLE 02

Porter’s 5 forces 05

POST 07

E-Business Strategies 08

STP 08

Marketing Mix (4P’s) 10

Product 10

Price 18

Place 19

Promotion 20

Media Strategy 31

Owned media 31

Paid media 32

Earned media 36

Marketing Budget 36

Performance measuring 39

Conclusion & Future Plans 40

Reference 41
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Introduction
Since the beginning of the civilization people have been finding and building places where they
can stay and live. A place where they can crash to after working all day, a place where they can
get rest and find their peace. Thousands of years ago, it used to be caves which would be good
enough to spend nights. But through time humans have upgraded their standard of living. Caves
were upgraded to a structure of a room building with stones and tree leaves. Mud huts replaced
stones and leaves, bricks replaced huts and gave us the opportunity to build these modern
skyscrapers and architectures we see these days to make houses. But it still didn't make us feel
complete. We buy and add some essential furniture like beds, sofa, almirah etc to make it
comfortable. These make our house livable, but what makes our home complete is decors.
Decors and accessories items such as lamps, vases, painting frames, showpieces etc add color in
life and give us that mental satisfaction of being complete. These make a house HOME!

But finding decor items that match our desires isn’t easy. There are thousands of ideas on how
our house can be decorated, thousands more decor products to do it, but it's usually all scattered
in hundreds of shops and places. It’s often really struggling to find all of our desired decor
products in one place and compare them to find the perfect one. Even after going through so
much hustle and obstacles to buy the decor items, we often end up being disappointed as it
doesn’t fulfill your expectations in real life.

Imagine you searched and seeked hundreds of physical stores to find two or three decor items,
you found some that closely matches with your expectations, you imagine placing it in your
house and decorating your home, it seemed good enough and so you bought it. After having such
a long hasteful day, you bring it home and find out it’s not as aesthetic as you imagined after
placing it in your desired place. The frustration would be unbearable and you might think to
never purchase such products ever again. And it is a reality, almost everyone faces such struggles
to find our perfect match. In Bangladesh there are lots of well-established furniture stores who
sell big products like beds, tables, chairs, almirah; but we can hardly find small decor items in
one place. Even if we have some scattered around all the country, we still face the real-life
compatibility issue.

But Imagine having an online decor store where you can search and find products you desire
with just simple clicks and swaps of your finger while you are comfortably laying or sitting in
your home. Having services that can make you a custom designed product and moreover,
imagine having an application by which you can stimulate decor products on your desired place
and evaluate before buying to see how it would look like in real life. Sounds too good to be true!
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Doesn’t it! No worries! This is where we come in with our brand ‘HomePlus’ which offers all
these solutions by providing this amazing AR service and finest decor products.

Environment

Market analysis
It is essential for us to understand the market and the environment before we start our business.
We aim to sustain and grow in this sector of Bangladesh. Without knowing the country's
environment, market situation, our consumers and our competitors; we will not be able to
achieve our goals. So, we have conducted multiple situation analysis to understand our position
and opportunities in the market.

PESTLE Analysis:
First, we have conducted a situation analysis following the PESTLE model. Our goal here is to
find out how favorable or unfavorable the business environment is for our business in
Bangladesh. There are six factors to consider to conduct this analysis

Political:
Since our business of Home Decor is based online and it is about home decor items and
augmented reality mobile applications. Thus, our political risks are really low. As our brand will
not trigger any political controversy and outrage. And the political arena in Bangladesh is very
stable right now. Though Bangladesh is very politically sensitive we have to be very careful and
cautious about our business and product. So that under any circumstances we can be prepared
and carry out our business. We will make sure to have no political content in our products. Also,
in our day-to-day operations. Otherwise, there is a risk.
Also, the government is encouraging e-commerce business, and helping such businesses by
providing loans and business friendly policy. The Government of Bangladesh is working towards
Digital-Bangladesh initiative and providing conventions and platform to support e-businesses.
The trends in that are showing positive results.
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But there is a downside to it. Corruption is very high in Bangladesh. The bureaucracy is making
the business environment difficult. We have to make sure our business stays afloat from that as
much as possible.

Economical
Bangladesh is economically stable and showing promise in GDP growth rate on average over 7%
in the last 5 years. Even in COVID19 pandemic the growth rate was above 4% (Why
Bangladesh’s GDP is projected to grow despite COVID-19, 2020). There is a significantly large
number of growths in the middle-income class. The expenditure of the average citizen has
increased. Thus, this is a promising aspect to run out business and capture the market.
Prominently Dhaka and other cities are experiencing a rise in the middle-class income group.
There are little risk economically as new government economic policy favors Online Business
and E-commerce growth. Economic impact of globalization is playing a positive role here. There
is little to change in this mixed economic system. So, economic factors are showing positive
note.

Social
Bangladesh, and Dhaka has relatively more young populations. The population growth rate has
slowed and it is benefitting people. Though Dhaka and nearby cities are overly populated. It
hampers the quality of life. Even so, with education the quality of people’s mindset is increasing.
Slowly people are trying to make better living conditions at home and there is a social movement
to create better places.
Thus, the lifestyle; choices and attitude towards social trends is leaning on creating better home
conditions, better housing. That’s why our business is right on that tract to target that market who
needs home decoration services and products. We see that the social factors are playing the most
important role for our business environment.

Technological
Alongside the world, Bangladesh is also trying to capture the new vision of 4th industrial
revolution and technological superiority. Internet users have increased and online presence Is
now more than ever. It will be growing constantly and the market of e-commerce will grow more
in the next decade (Bangladesh should make the most of fourth industrial revolution: experts,
2020).
Emerging technologies, Mobile banking, E-commerce platforms, and many other businesses and
startups show positive sides to the technological environment. The downside is Bangladesh is
among the lowest countries in terms of research and development. This is showing dependencies
on foreign players. Ultimately, our business can grab this as an opportunity and as well as a
threat. Cause there are more mature and global players trying to seize the opportunity.
On a good note, many people are now able to use technology better than before thanks to
education, training. The government is trying to fill the gap of digital divide via online tutorials
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and training schools, programs in different levels of institutions. Private corporations are also
focusing on that too. The final verdict is that, Technological environment is good, but could be
better.

Legal
Even though the government tried to implement ICT law and create many laws and policies to
make the e-business and e-commerce platform more suitable. There are more things to be done.
First of all the legal environment in Bangladesh is very poor (তথ্য ও যোগাযোগ প্রযুক্তি আইন, 2006).
There is no strong and instrumental copyright law, the business law is outdated and, in some
cases, not applicable for online based businesses.
The legal option for business in Bangladesh is hostile and very expensive which is not good for
small businesses. And the legal institutions are clogged with ongoing legal proceedings.
Consequently, the legal environment is very poor and a major setback for any business.

Environmental
Bangladesh is prone to natural disasters like floods, cyclones, tornadoes, river erosion etc. Dhaka
and Major cities suffer flooding every year during the monsoon season. This hampers day to day
operations in business, as communications, transport and service systems get overwhelmingly
obstructed. It is a key note for businesses to foresee the risk of environmental threats (Economic
Geography of Bangladesh, 2019).

Figure: PESTLE analysis summary

From the PESTLE analysis we found that Our Business will have promising prospects, despite
some minor setbacks. The opportunities are huge and market growth is expected to rise in
coming years. Thus, taking advantage of this would be the correct decision for our venture.
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Porter’s 5 Forces:
Competitive Rivalry: The E-commerce industry is relatively new in our country and there aren't
many well established competitors for our business. Our business is all about selling decor
products produced by us and directly delivered to the customers through our own distribution
channel or through courier services for remote destinations. There are some well-known
established businesses who sell similar products but most of those business models act as
intermediary as they don’t produce the products on their own. These competitors are Daraz,
PriyoShop, Jadroo, Bagdoom etc. But they sell all kinds of products such as clothes, furniture,
decor products, accessories, gadgets, technology products etc. None of them are solely dedicated
to decor items that are produced by themselves. So, there are some close competitors for our
business but no well-established competitors that match our business model. For this reason, we
believe we have some competitive advantages here.

Threats of new entrants: The E-commerce industry is rapidly growing in our countries and so
is e-commerce business. And the products we are selling are very common and essential for the
customers creating a good demand in the market. These sums up a big threat for us to face new
entrants in the market. But by holding our uniqueness and good services we have opportunities to
always stay two steps ahead from new entrants as we started our business earlier.

Bargaining power of suppliers: Our suppliers will have a high bargaining power as the raw
materials we need for our products have many uses in various industries. We will need raw
materials such as wood, plywood board, metal, aluminum, glass, mirror, led lights etc. to make
our products. These are very common and useful raw materials that can be used for numerous
purposes which makes the demand high. So, the suppliers would have more bargaining power
than us.

Threat of substitutes: The threat of substitutes exists for our business. We are selling decoration
products for homes and there are hundreds of ways to decorate a home and lots of products
available in the market. Our target customers will always have the option to choose alternative
products or sellers instead of us.

Bargaining power of customers: As there are substitutes for our products, the customers will
have the more bargaining power. But if we can make it easier and efficient for the customers to
buy our products and give them the value of their money, we can get the higher power in the long
term. Our differentiation in products and services can help us in this goal as we plan to provide a
unique service of augmented reality service through our apps.
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Figure: Porter’s 5 forces analysis summary

After conducting the PESTLE & Porter’s Five Forces analysis, we have found a market gap. We
have found that there’s a good demand for home decoration products but a lack in the
e-commerce world to fulfill those demands. E-commerce is growing in the market but the
customers are still afraid to take the service due to bad experience. We believe that the market for
our business has some competitiveness and challenges, but there are lots of opportunities for us
to sustain in the market. We want to enter into the market with goals to survive and grow in the
long term and we are up for all the risks and challenges to achieve this business goal.

Now, we had opportunities to start the business as a typical brick and mortar business structure
or bricks and clicks or pure online business. And we believe, the pure play structure would be the
best business model to start and grow as. There will be some physical space activities like
delivering the products to our customers but our whole revenue stream will be generated through
virtual space. We believe e-commerce is the future of this country and has a high potential
growth in near future, we are starting the business fully online. But we can’t just start an online
business without understanding whom we are going to serve, what our objectives, strategies and
technologies are! So, we have conducted a POST analysis to justify our decision to go online.
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Post Approach
Jumping into the world of digital business, social media and internet without prior investigation
is very risky. Investigating and analyzing the people using the internet, objectives of the
business, the strategy of the business and technology used to achieve the objectives are
paramount.

People
The Internet has revolutionized the world. It made things much simpler and efficient than ever
before. According to the social technographic ladder, people using the internet can be classified
into 6 categories; Creators, Critics, Collectors, Joiners, Spectators and Inactives. We think
creators, spectators and critics would be the main types of people who will be actively related
with our brand. Creators are people who use the internet to express themselves and create
content. We believe creators can help us in promotions creating contents and also through
affiliate marketing. Critics are people who would post ratings and reviews about our products.
They are the people who will be most valuable for our brand. Their engagements will help us
gain more reach. Positive or negative reviews and engagement, both will help us understand our
strength and improve our weakness. We believe spectators will be the biggest customer target for
our business. They are the people who would surf through the internet and be exposed to our
brand. Many of them may ignore us, many will be interested in us and may make purchases or go
through our website and other owned media. They may not actively engage with our brand but
they are one whom we will target to reach and sell our products.

Objective
Our main objectives are to listen, collaborate, talk and energize our customers. We want to allow
collaboration through augmented reality feature. Listening to our consumer's needs and
feedbacks will allow us to improve and provide goods as per necessity. We want to talk and
market to our customers about the superior quality we offer and other added benefits such as
augmented reality, warranties, money backs and many more. We want to evangelize our
customers so that they are convinced that we are the best option in the market thus they can
purchase with confidence. This isn’t all, we have more strategic goals and our goals are SMART
–
S - We aim to get enough brand recognition that our target market considers ourselves
while evaluating for alternatives. And our goal is to get enough sales so that we
breakeven in one year
M – we want to reach at least 90% of our target customers and get 30% conversions in
first year.
A – There are lots of opportunities in this market and we are determinant with this
business so we are sure we can attain our goals and objective.
R – This is a start-up business and we don’t hope to capture all the market or convert all
of the target customers. We are only aiming for our brand’s steady growth, get the
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attention in the market and enough sales to breakeven in one year. So, our goals are
realistic.
T – We aim to achieve all these goals in the first year of our business.
Strategy
We believe that becoming a pure online business will be the best option for us to enter in the
market considering our brand and the market for it. We are making our strategies following the
ESP business model. We will strategize about our marketing, media and budgets elaborately in
the following sections of the report.

Technology
We are starting as a pure online business. So, our main platform will be the virtual space. We will
use our own website and apps to run our business. We will use media like Google, YouTube,
Facebook and Instagram to promote ourselves and reach to our customers. We believe investing
in these platforms will allow HomePlus to reach the right people at the right time more
efficiently. Benefits such as trackability, behavioral targeting, low media wastage, low cost and
better reach are the prime reasons for using these digital technologies to operate our business.

E-Business Strategy

STP (Segmentation-Targeting-Positioning)

Segmentation:
Geographic: We will sell our products mainly in Dhaka, but there will be some other major
cities too where we will deliver our products. And so, we have segmented the geography as
‘Dhaka’ and ‘Outside of Dhaka’. The reason for such segmentation is based on our operation
method. For Dhaka, we will deliver our products through our own distribution channel with
‘payment on delivery’ strategy. But for remote areas outside of Dhaka we will courier the
products with ‘payment first’ strategy.
We don't aim to serve the entire country for the very beginning. For the first year, we want to
grab a small market and also want to move to new geographic segments slowly depending on our
year growth and success. In Dhaka we will mainly focus on high demand areas such as Uttara,
Gulshan, Banani, Dhanmondi, Baridhara, Bashundhara, Mohakhali Etc.
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Demographic: As we have very lots of diverse products not every customer will be attracted to
our every product the same way. This is why we have segmented our market in various classes.
As our products will be exposed to both kids, teenagers and adults, based on age we have
segmented our consumers in two segments. One segment consists of customers who are aged
between 12 to 25 and another segment includes customers who are aged between 20 to 50. Based
on occupation, we have segmented our market as students, housewives, and workpeople. We
have also segmented the demography based on religion, income level, gender and social class -

Segmentation Basis Segments

Age 12 to 25 as underaged, 20 to 50 as adults
Occupation Students, Housewives, Work person,
Income level Middle class, Upper middle class, Rich
Religion All religions
Gender / Role Male, Female, Kids, Teenagers, Adults
Social Class Middle class and rich class

Targeting:
In the current situation we all are living in the virtual world. People in Dhaka, Chittagong and
other major cities spend most of their time online, especially our young generation. Many of
them want to decorate their house or rooms with different decorating items. Such kinds of
customers will be our main target. For our products like toys, action figures, posters we will
target our customer segment who are aged between 12 to 25 years and for our other products like
wooden tools, vases, plants, showpieces etc we will target the adults who are aged between 20 to
50 years. We are focusing on the family person who is newly married or soon to start a married
life. These are customers who are most likely to be attracted to our products. Not only that, there
are many women and housewives who want to decorate their house more than men. Women are
more passionate in decorating their house. Women want a cozy environment where they can live
in peace and turn their house into a HOME! So, we will target these women and housewives with
a higher priority than men. We will target the teenagers and students who are very much drawn to
discord that include RGB lighting, wallpapers or wall frames to decorate their rooms or gaming
studios.

Positioning:
This is where we will demonstrate our uniqueness from our competitors. We will differentiate
our products and services through our quality, personalization and application.

Quality: We will ensure good quality products and customer satisfaction. All raw materials like
plastic, glass, metal will be of premium quality. The woods that we will use to make our products
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will be extracted from raw organic materials that will be environmentally friendly. These
products will be made durable. We will provide the best soils for the plants that will help to grow
the plants and last long. The plants can be well maintained with these kinds of soils. RBG, LED
and other kinds of lights will last longer than ordinary lights because we will provide a 6 month
guarantee and 1 year warranty for those products.

Personalization: We will provide the service of customization of products. For our products like
framed posters, customers can give us any design or poster concept they want to be framed and
we will customize it for them. Not only posters but also designs for showpieces, colors and sizes
for their desired decor items will be customizable. There aren't many services like these in the
market and so we will be able to position ourselves in uniqueness.

Applications: We will provide our top services through website, delivery system, payment
system and of course with our mobile app. Customers can visit our website and order products
from there just by one click. Our app will have a special feature of augmented reality which will
let the users stimulate their desired item in the place they want to decorate it through the camera
and mobile screen. This AR will help the customers to go through a real-life view of the product
by just turning on the camera of their phone. It will measure the space and outlook of the product
to that consumer's house and office space that will help to consider the product for their decor.
Our app will be up to date with hi-tech security and the security system with bleeding edge
technology will be more emphasis that no one could do cyber-attack, online theft and hack. Our
mobile app will give all our services to the customers from one platform. Whether its searching
and viewing our products and evaluating them, customizing the colors and sizes, adding items in
the cart and viewing total price, access our augmented reality service or to purchase the products;
we will make all these processes very easy and efficient to access from our application.

Marketing mix (4P’s)

Product

The objective of HomePlus is to help our clients beautify their homes and workplaces. Our
interactive website and app will provide our clients with a vast number of quality home décor
items such as vases, indoor plants, action figures, showpieces, mini furniture's, framed posters
and many more. The client can browse our platform and choose the product they feel will best
serve their needs and desires.

We also believe, many people who want to beautify their environments but do not know how to
optimally go about it. Thus, we introduced an augmented reality feature in our apps. Clients who
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use our apps can scan the whole room and drag and drop products and simulate the whole
experience without even buying the product. Our feature would be able to recommend the
best-suited products for the environment which will lead to more pleasant and beautiful homes
and workplaces. The client can even simulate to see what best matches their wants and buy
accordingly. There various types of products that we serve and some of our products are shown
below -

Vases -

Vases can be a beautiful addition to any environment. It gives more color and contrast to the
environment. This will eventually help to make the interior better for our clients.

Indoor plants -
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Indoor plants give a feeling of nature in the enclosed lives we are accustomed to living in. plants
are beautiful to watch and add beauty to the enclosed rooms and chambers. Indoor plants are also
healthy because it can be a fresh source of oxygen which can help to filter the air in the room.

Mini furniture’s & wooden items -

Mini furniture's are brought by everyone to fulfil a need. We at HomePlus believe that the
furniture can fulfil the needs of the clients but can also add elegance and beauty to the whole
environment. Our main goal is to construct beautiful furniture which brightens up the room as
well as to serve its purpose.

Framed Posters -
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Framed posters add color and contrast to the room. It can be an incredible way for clients to
beautify their surroundings and express their personality.

Toys and Action figures -

Toys and action figures are adored by many. People love collecting these items because of the
memories associated with the items. We want to provide high-quality beautiful toys and action
figure decors for our clients and make their rooms filled with memories. We want to help build
an overall pleasant environment for our clients in their houses.

Lighting Products -
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Lighting and fairy lights make the rooms more elegant and beautiful. Lighting can be used as a
source of inspiration and aid in productivity. It can improve the aura and essence of the room
making it more livable and also beautiful.

Core Product

The fundamental benefits we are providing our clients is the opportunity to beautify their homes
and workplaces by using augmented reality. Clients can buy products by simulation or buy
products according to the personalized recommendation provided by our augmented reality
feature. Our app and website will help our clients to trade and create. Our clients can choose
from our vast collection of home décor items and create a suitable design for their homes and
workplaces and buy the products accordingly.

Actual Product

Our products such as vases, mini furniture's, fairy lights, indoor plants and many more are
handpicked for our consumers in terms of quality. We import quality products from China,
Vietnam, India and Japan and sell them on our platform. We also manufacture mini furniture's
with utmost care and affection so that our customers enjoy good quality and durable products.
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We believe our products can serve the basic expectations of our clients by providing them with a
low cost and a less time-consuming way of beautifying their homes and workplaces with ease
and effectiveness.

Augmented Products

We will give 1-year warranties for our products. Customers can change their products if there are
any defects during the one year free of cost. We will also provide customers with money back
offers if they are dissatisfied with our products. Our customers will be able to return the product
within 7 days and can get a refund.

Branding:

We want HomePlus to be known as an organization which promotes quality. We want our logo to
associate with self-expression and convenience in the lives of our clients.

Labelling:
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We want our clients to feel secured whenever they pay online by providing them with widely
accepted options such as Bkash, Rocket, Nagad and Credit cards. We want our clients to feel at
ease by giving them ample payment options as well as cash on delivery options to make it a
smooth experience.

Support services:

We will provide a live chat feature for our clients. Our clients can discuss additional information
about our products or complain about the dissatisfaction related to the products. Our clients can
also compare the products in augmented reality and choose the best products according to their
needs.

Personalization:
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Our Augmented reality feature will allow our clients to mass customize. Our clients can choose
whatever product they want according to what suits their environment.

How do our products solve the gap in the market?

We found out that the clients face difficulties beautifying their homes and workplaces for many
reasons. The prime reason we believe is that many people cannot design and decorate their
homes and workplaces effectively. Many also feel discouraged to consult professionals because it
can be very time consuming and costly. There aren’t many good online trustable shops that
provides all types of décor products in one place. Our products solve these problems because we
provide wide variety of décor products of good quality and good after services to make them feel
safe. Our clients can take the help of augmented reality to design their homes and workplaces.
They can use simulation to decide on the best designs and products for the environment. Our free
augmented reality service and products can help consumers to design their homes professionally
from their couches and save both time and cost. It helps to make interior designing much more
accessible for the regular people.
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Price:
We are ready to amaze you with the varieties of our product categories. We will choose a
competitive and psychological pricing strategy. For a news stating, this would be effective. We
are developing the highest quality products focus on keeping price minimized to our decent
levels. There are specific portions of offers and discounts for our loyal customers. There are
nominal and unique products for our target customers. We have fixed the price for our products
which are similar to the market values.
The price list of different categories with different products.

A wide range of lights are ready in our stock to enlighten your house with various colors. The
price range of these lights will be from 300Tk to 3000Tk.
Besides lights, our collection has a variety of small furniture or wooden items with which you
can decorate your home according to your wish. These furniture range between 5,000 to 30,000.
In order to liven up your room with different cinematic characters, we have.
The different toys and action figures in our stock will be from 1000 to 1200. We are charging
from 700 to 3000 for vases. The price of the vases will vary depending on the size and design of
those vases. The price of indoor plants is around 950 to 1150Tk.
There are also combo packages available for our customers so that they can buy more at lower
price. These packages are baby pack, family pack and mega pack.

Packages Items

Baby pack = 500TK 1 Glitter color change light = 300TK

1 frame poster = 150Tk
1 toy= 85Tk

Total price (if purchased separately): 535Tk

Total price (if purchased as a pack): 500Tk

Family pack = 5680TK 1 lamp light = 1200TK

Fairy lighting decors = 280TK
1 vase with 1 indoor plant = 3000 TK
An action figure =1200 TK
Mega pack = 10,450TK 1 wooden light 3000TK
1 mini table 2000TK
2 vases with 3 indoor plants 2250TK
2 large size frame posters for wall 3200TK
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Place:
We offered a bunch of products online and it was based on a website. We know everybody
nowadays has a mobile phone with internet connection. So, we also provide a HomePlus
application which is available to both IOS and android users and it’s totally free of cast. So, our
website and app our virtual space from where the customers can get our products.
In terms of the physical space, we don’t have any physical store or outlet. But we will have an
office in Uttara where our customers or anyone with business concern can meet us personally for
any business purpose. We will also rent a big warehouse along with a workshop in Uttara near
our office to store our products in inventories and make our wooden products.
We will serve the customers of most popular urban areas like Dhaka division, Chittagong city
and Sylhet city. In Dhaka, we will provide home delivery service and installment process for a
little amount of charge. It will be 60tk only (but in a few cases it may vary for shape and size of
the product). Within Dhaka we targeted exclusive service and those exclusive areas like Uttara,
Banani, Gulshan, Dhanmondi and Mirpur. These areas will get their product within 24hrs.
Outside Dhaka like Chittagong and Sylhet we provide our product through courier service and it
casts what charges the courier service wants and sometimes we could provide products for free
of cost for promotional purposes but the minimum charge of the product is 120tk for outside
Dhaka. We will create a good link with some renowned courier companies like SA paribahan,
kortua courier service and Sundarban.

Figure: Geographic locations of our operations (Dhaka division, Chittagong & Sylhet)
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Promotion:
The internet is the vast platform for promoting business. It's a great tool to expand and promote
business. First, we will focus on awareness ads so that people get to know about our brand and
the products we serve. After some months we will focus on website traffic and sales along with
brand recognition for the rest of our first year. We will also do our app promotion. And to do so,
our primary target would be to advertise through Google Ads. Google covers more than half the
whole internet and there are billions of people connected with it. We believe Google Ads would
be the most effective way to reach our target audience. Although it’s not all, we will also
advertise through Facebook ads, newspaper ads, billboard ads etc.

Google Ads: We will advertise through both Search Network & Display network using Google
ads. This is how we are going to do it –

Campaign #1 awareness: Under the goal of ‘Brand awareness and reach’ we will create one
campaign for display ads which will be run for the first 4 months at a budget limit of 9$ per day.

Our target geography will be Dhaka division, Sylhet city & Chittagong city for this campaign
also for all other campaigns.
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This display awareness campaign will start on February 1st 2021 and continue till May 31st 2021
under the budget of 9$ daily and our bidding type will be ‘Viewable CPM (vCPM)’.

We will create ad groups and under those ad groups we will include keywords related to this
campaign goal so that the ads reach the right target in the right media. We will provide 7 or 8
keywords in this and all other campaigns so that our advertisements get more relevancy. Some
sample keywords of this campaign are -
⮚ How to decorate a house
⮚ Best decor products in +Bangladesh for decoration
⮚ [HomePlus website]
⮚ Best “online shops” for decorating products
⮚ “Wooden products” for household decoration
⮚ +Fairy lighting products in Dhaka
⮚ Toys and action figures in price in Bangladesh

To create the ads, we will use the ‘responsive ads’ which we think are the most efficient and
effective way to make the display ads. All we have to provide is some pictures of our marketing,
our logos messages we want to say. Google will optimize the best fit depending on viewers
platform and devices and make display ads of any type automatically. Some samples ads are
given below -
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Fig: Display ad samples for Mobile devices

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Fig: Display ad samples for Desktop

Campaign #2 Traffic - Search: For our second campaign we will go for SERP ads under the
goal of website traffic.

We will enable both search network and display network here for best results.
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The target geography will be Dhaka division, Sylhet city and Chittagong city same as before.
The campaign will be run for 6 months starting from February 1st, 2021 to July 30th, 2021. Our
daily budget will be 5$ per day and our maximum cost per click will be 50 cents. We have
allocated a comparative smaller budget here as bidding price is a small part of the factors that
will help us to rank higher in the search auction ranks. We will focus more on our website
optimization for SERP using SEO. We will use the resource to improve our website’s landing
page experience. Optimizing these will help us to get a high click through rate which is also an
important determinant to get a higher auction rank.

We will enable ad groups and keywords for the campaign as we did previously. Some keywords
will be same as before but some will be newly added that is more suited for this campaign.
Adding extensions increase the clickthrough rate by 15%. We definitely will enable extensions
for all campaigns that allow us to do so including this campaign. For this one, we will enable call
extension, app extension, callout extension, structured snippet extensions, message extensions
and price extensions. Here are some samples our ad extensions -
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Fig: Call extension preview for Mobile & Desktop

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Fig: Callout extension preview for Mobile & Desktop

In this way we will enable all the extensions that are relevant with the ads and the campaign and
complete our SERP ads. After completing the creation of this campaign our final ad results with
extension in SERP pages would look something like this -
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Fig: Our SERP ads with extensions on mobile and desktop

So, this is how we are going to create ad campaigns for our specific goals and for special
festivals like Eid, Puja Christmas, New year etc using Google Ads. In the similar way we will
create 5 more campaigns for the first year of our business that are described below -

Campaign #3 Traffic - Display: Beside the search ads for website traffic, we will also do the
same campaign but this time for display ads. The campaign will start on April 1st and will run
for 6 months till September 30th, 2021. The budget for this campaign will be 7$ per day. Like
the previous display ads, we will make responsive ads for maximum efficiency.

Campaign #4 App promotion: We have a mobile app that is available in both Android and iOS
devices. To promote our app and get app downloads, we will make a campaign under the goal of
‘App Promotion’ in Google ads. The ad campaign will run from February 1st to June 30th for 5
months. Defending on our progress or growth we may adjust our budget and duration or we
might create another campaign. Our goal here is to increase our app downloads and users.

Campaign #5 Sales: After gaining enough brand recognition and reach, we will focus on
increasing our sales and conversions. We will use the ‘Smart Ads’ that google provides under the
‘Sales’ campaign goal. We estimate that by the month July we will gain satisfactory brand
recognition. So, we will reduce the budget of awareness campaigns and focus on sales. So, the
campaign will start from July 1st to December 3st for the last 6 months. We will use CPA
bidding strategy and our estimated budget will be 6$ per day. The budget and duration may vary
depending on our performance on the market and sales rate.

Campaign #6 Eid: Bangladesh is a majority Muslim country and Eid-ul-Fitr is one of the
biggest festivals in the country. We will focus on the Eid-ul-Fitr to make this campaign as during
Eid-ul-Adha people mostly stay busy with sacrificing cattle and others. We believe creating a
discount and offer campaign in Eid-ul-Fitr would be most effective. The campaign will start a
week before the Eid and will continue till the Eid holidays. So, we will run the campaign from
May 5th to May 15th for 10 days. Our budget will be around 12$ per day and our goal is to
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increase sales. So, in the bidding strategy we will use CPA bidding. Some of our keywords for
this campaign will be –
⮚ Best +Eid sales and offers on decorating products in Bangladesh
⮚ “Flat discounts” on [HomePlus]
⮚ Special offers for +Eid in online shops in Dhaka

Campaign #7 Farewell 2021: There is one other time of the year that is very special for the
people. That is the last week of December as people celebrate festivals like Christmas, 31st night
of December giving farewell to the current year and welcome the next. We will offer some
limited time products that are related or themed with Christmas and new year. We will also offer
discounts and coupons on our other products. The campaign will start from 20th December 2021
to January 1st 2022 for 12 days. Our budget will be 15$ daily and the bidding strategy will be
CPA for sales and conversions. We will use Christmas and New Year related keywords like
before for better relevancy and reach.

We have already planned to create these 7 campaigns but these aren’t all. We may make some
more campaigns for other festivals like Puja, Pohela Baishakh etc. Depending on our
performance and our situation in the market we will create some more campaigns in the near
future of our first year or we might have to make adjustments to our existing campaigns. The
market is very dynamic and competitive. We can just estimate and predict how things may be
and plan accordingly.

Facebook Ads: We will also promote through Facebook ads which will be covered in the ‘Paid
media’ strategy section in this report.
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Our Ad types:

Display ads: There are lots of sizes of display ads. For us, making all variations of
display ads won’t be effective and economic. So, we will create our display ads for 4
sizes that are the most common types. These 4 ads will be ‘medium rectangle’, ‘large
rectangle’, ‘leaderboard’ and ‘half page’ size display ads. Our first priority to make these
ads would be ‘medium rectangle’ ads as it is suitable for mobile devices too. Here are
some samples of these ads:

SERP ads: We will advertise in search in result pages of Google or at least we will aim
to; as appearing in Google’s SERP will take us to rank higher in auction bidding. In order
to rank higher and get our ads to be appeared in the SERP we will ensure that our website
is well optimized, our landing page experience is good and relative, [add others 3factors]

Responsive ads: Responsive ads are a smart way to make display ads. As mentioned
earlier, we will make 4 popular types of display ads but there are plenty of other variants
of display. Only those 4 types won’t be enough to advertise in all types of platforms and
devices with best optimization. And manually making all variants of display ads for all
our campaigns won’t be economic and efficient for us. That’s why for best optimization
and efficiency we will also make responsive ads where we will just provide our logo,
image and other details and the ad algorithm will make the display ads the best way it can
fit in every platform and device.
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Interstitial ads & relative ads: These ads will be shown in between contents that are
relative with our products. It will increase the effectiveness of our ads and there would be
a high chance to get clicks from such ads. For example, we are a home decor brand which
is related to household shopping and so we will advertise these ads in websites like
chaldal.com which is also related with household shopping.

We will also use TrueView ads for YouTube, Rich media ads, Lightbox ads and many more now
and in the near future depending on our needs and future campaigns strategies.
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Media Strategy:

We will use paid media to deliver messages as display ads on other publisher's websites. It will
help us to direct traffic to our owned Medias and also create earned media. Earned media is when
our customers become our channel of communication. We would have little control of earned
media but utilizing it will only make us more credible thus increase our sales in the long run.

Owned Media
We will utilize all the possible forms of media available to us in the arsenal. Owned media will
carry messages to internet users from our owned platforms. Owned media will allow us to build
long term relationships with our existing customers and reach potential customers which will
eventually lead to brand growth. Our primary owned media are our website and mobile
application. We will also own social media such as Facebook page, Instagram business account,
YouTube channel etc.

Our Website: We will create a very interactive and well-organized website. We will hire a
good web developer to make our website well optimized and our goal is to give our
viewer a good landing page and interaction experience. Our products will be categorized
so that customers can search our catalogues of products effortlessly. They can add
products to a cart and buy multiple products in one go. We will also provide the feature of
comparing one product to another which will help the users a lot to make a confident
buying decision.

Fig: Our website

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Mobile App: We will develop a mobile application both for androids and iPhones. For
mobiles, there’s no other option than apps to get better accessibility. Apps are way more
optimized and user friendly than mobile browsers when using phones.

Facebook Page: We will create a Facebook page which will be our primary own media
for social sites. We believe Facebook will be great media for us to keep connected with
our customers as Facebook is the most popular social media in Bangladesh.

Instagram Business Account: One other most popular social media in Bangladesh is
Instagram. We will also maintain a Instagram business account to stay connected with our
customers.

Paid Media
Paid media allows us to reach a broader audience base. This will be the medium through which
we will push our target market towards either our own media or towards earned media. We will
use media like Google, Facebook, Instagram and YouTube as our paid media. We already
demonstrated how we are going to use Google por paid promotions. Google display network will
give the opportunity to display ads in thousands of websites all around the country. We hope the
reach gained from google display ads will help raise brand awareness which will eventually lead
to higher sales of our products. Some samples of our display ads through google in other
websites are given below:
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Fig: Our display ads in chaldal.com website

Fig: Our display ads on Ryans.com website

Facebook as paid media: Now let us show how we are going to use Facebook ads as paid media.
Using the Facebook Ad Manager, we will promote our Facebook page, website and mobile app.
We will create 5 campaigns on Facebook with goals for awareness, reach, traffic, app install and
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conversions. Here are some samples of campaigns using Facebook Ads manager along with
some Ad previews -

Fig: FB ad campaigns Fig: Page sponsorship ads

Fig: Messenger Story ads Fig: messenger Inbox ads

Instagram as paid media: We will create 3 campaigns in Instagram over the whole year. We plan
to run these 3 campaigns for 2 months each with an interval of 2 months in each campaign. We
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expect to gain a reach of around 290,000 to 770,000 per month that would cost us around 16,590
takas. Some samples of setting Instagram ads campaigns are with a final sponsored preview -

YouTube as paid media:

The best thing about Google Ads is that it supports both TrueView and display ads on YouTube.
We want to add both in-stream and in-display ads. In-stream ads will allow us to advertise our
products to the users while they consume content. In-display ads like banner ads will always be
present on the screen as shown above. We believe using YouTube ads will allow us to reach a
broad audience base who are interested in home decoration and interior designing in general.
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Earned Media
We can never directly have any control over our earned media as it is a media that will be
controlled only by our customers. All we can do is create that forum or space where our
customers can gather together and talk about us with each other. In this way we may not be able
to control it but we can monitor it and understand what our customers think about us and how we
can improve ourselves. Nowadays people are trusting reviews from their peers and relatives
rather than companies and other influencers. If we can utilize earned media, we can create better
relationships with our customers which may lead to a long-term loyal customer base. Controlling
earned media is not possible but we believe that creating contents related to our products and
using our Facebook page and Instagram as a host will allow us to influence earned media. We
can create interactive, eye-catching and beautiful content so that our customers will be engaged
with our products. We must rely on providing the customers with the best quality product
possible so that they would be impressed and will be more likely to talk about our products in a
positive way to their relatives and peers.

Budget
For our ads budget, we will go with three bidding strategies over time. For the first few months
of our startup, we will focus on brand awareness. So, for these couple of months we will go with
vCPM bidding strategy. The reason we choose vCPM instead of CPM is because we want to be
very effective and economic with our ad budget and we would only pay if our ads are exposed to
the viewers. Once we gain enough brand recognition, we will follow CPC bidding strategy along
with vCPM. Our aim at this point of time would be to increase traffic and customer interaction
on our websites and other owned media.
After that depending on our brand growth and sales performance, we may go for the CPA
bidding strategy to boost our sales. We predict that we may need to adapt this bidding strategy
when we are almost near to our first fiscal year of operations. Budget costs of these strategies has
already been discussed while creating the ad campaigns. Many of the campaigns were for the
future and so the budgets were estimated which might be updated later depending on the market
situation in future. But the total estimated budget for all our campaigns will give us a better idea
to prepare for the future. Our total estimated marketing budget is given below –

 
Estimated Marketing budget
  
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Budget Duration
Google Campaigns Cost (days) Total
Campaign #1 awareness: $9.00 122 $1,098.00
Campaign #2 Traffic - Search: $5.00 183 $915.00
Campaign #3 Traffic - Display: $7.00 183 $1,281.00
 
 
(campaign
  Campaign #4 App promotion: $500.00 total) 1 $500.00
  Campaign #5 Sales: $6.00 183 $1,098.00
  Campaign #6 Eid: $12.00 11 $132.00
 
  Campaign #7 Farewell 2021: $15.00 12 $180.00
  Other campaigns     $1,000.00
Google total budget In USD     $6,204.00
  In BDT     5,25,605৳
         
Budget Duration
Facebook Campaigns Cost (days) Total
FB Campaign1# Awareness 300৳ 92 27600
  FB Campaign2# Reach 300৳ 122 36600
  FB Campaign3# App install 500৳ 183 91500
 
  FB Campaign4# Traffic 200৳ 91 18200
  FB Campaign5# Conversion 400৳ 183 73200
Facebook total
budget       2,47,100৳
         
Budget Duration
Instagram Campaigns Cost (months) Total
Campaign #1 Awareness 16590 4 66360
 
  Campaign #2 Website traffic 16590 4 66360
  Campaign #3 App Download 16590 4 66360
Instagram total
budget       1,99,080৳
Other ads       2,00,000 ৳
Total Marketing budget       11,71,785 ৳

Pro Forma Income Statement

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Pro Forma Breakeven

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Performance measures
We have detailed our digital marketing plan but the effectiveness of the plan can only be judged
if the right measurement tactics are used. We want our marketing plan to deliver so that it can
help us reach our goals and objectives. We want our marketing plan to help raise our brand
awareness and create a positive image in the heads of the consumers of Bangladesh

KPIs

Google Analytics: We believe Google analytics is the best way to analyze our performance as it
provides numerous numbers of tractability features. We will use Google Analytics to measure the
success of our promotions and analyze which promotion media were most successful. We will
track the website visits, traffics, conversion rates, clickthrough rates, bounce rate etc to
understand our strength and how to improve our websites and motion campaigns. Google
Analytics will give us the opportunity to have in-depth analytics of the user's usage pattern. We
are mainly concerned with the conversion rate and the number of daily visits. We estimate that an
average of 30% conversion rate will be adequate for the first year. We expect that an average of
4000 monthly site visits would be the ideal number to target for the current year. If all these
targets are not meet, we can conclude that our marketing strategy and campaigns need
improvisation.

ROI: We will use ROI to valuate our success compared to our investment. This will provide us
better understanding of our performance. Our return is expected to get higher than our
investments by the first year of our business. If we fail to achieve that we will be able to see how
far behind we are from our goals using this metric.

Social Media engagements: We will closely monitor the number of active users on our social
media platforms, the time they spent on our page and their engagement on our page. We hope
that we will reach 100000 Facebook page likes in the 1st year. We hope to influence our earned
media by creating engaging and fresh content thus posting at least thrice in a week is our goal.
We expect on average that our posts will have on average 100 likes and 20 comments. If all these
mentioned fails, we can conclude that our earned media strategy has failed.

Feedbacks: We will definitely keep options for our customers to give feedback in each and every
owned media of HomePlus. Our customer’s complaints, suggestions, queries, reviews and
feedbacks are most important factors to understand our performance as those thoughts are
directly coming from the people we serve, those are words of their heart. Their valuable inputs
will give us the opportunity to understand our strength and make up for our mistakes and
improve ourselves.
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Conclusion & Future Plans

Home plus is a one-step online website and application that provides different kinds of products
to consumers. We are developing a website and application integrated with AR which helps the
consumers to understand about the product. This bleeding edge technology is a new thing to
market and there aren’t many providers in this market of Bangladesh provides similar technology
which will give us a very strong competitive advantage.

We understand that we are a new start up and we may face main failure in the beginning or some
strategies and planning may not go the way we expected. But we are ready for any uncertain &
unfavorable turns in the market and we will adapt, improvise & sustain in the market. We aren’t
here for making quick profits or serving for couple of years. Instead, our aim will be customer
satisfaction. Without it we hold no value as service providers. We are starting the business with a
very long-term goal. Instead of profits we will focus on our brand value to the market and on our
brand growth. It might a steady growth but we will gain the trust and respect from the customers.
That’s why we won’t peruse for expansion right away. In the first year we will gain enough
brand recognition and sales so that we can survive in this dynamic market. In 3 years, we hope to
earn a strong customer base and their loyalty. We will improve all our services and the quality of
our products so that we can completely satisfy our customers needs. We plan to continue like this
for 5 years, and then we will slowly expand our business in other areas of Bangladesh. By 10
years we believe we will capture the whole Bangladesh market and our operations will be in
every division and every major cities of Bangladesh.

The e-commerce sector Bangladesh is still not completely developed and we have a very high
potential for future we manage to growth in the market as early as possible. There are many new
start-ups growing in the market in the rate will only increase in future. This is our high to get a
good grip in the market. There are challenges and risks in this sector, but are very positive that
we will overcome all the challenges and make this brand the most popular and trustable when it
comes buying décor products online.
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