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1. Industry Overview

Decoration pieces, also known as home decorators. The decorator must usually work within a

budget and order the necessary design elements for their clients.

The truth is that décor designer is a multidimensional vocation that covers activities such as

conceptual development, communicating with the stakeholders of a project, management and of

course the execution of the design (project).

Home decoration companies are responsible for planning the design of both living and

commercial facilities such as hotel; they have mastered the art of turning their ideas or concept

into reality. The projects that home decorators handle can be broad in scope.

The Décor Designers industry is indeed a big industry that has experienced consistent growth

and innovations over the last five years. However, the industry is projected to experience

marginally better conditions over the next five years.

It is important to clearly state that the Décor Designers industry is a highly fragmented industry

with thousands of players, of which only a small percentage of the players generated an annual

revenue exceeding $1.0 million. A large number of players in Décor designer industry are self-

employed because of the nature of the job they do and of course the low startup capital required

to start the business.

The décor design industry is indeed a very large industry and pretty much active in all the parts

of the world. Statistics has it that in the united states of America alone, there are about 102,848
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registered home decoration cum Décor design companies responsible for employing about

127,467 and the industry rakes in a whooping sum of $13bn annually.

In 2014 alone, the federal government of the United States of America spent a total sum of

$11,270,048 on Décor Designers. During the period in review, they awarded 437 Décor design

contracts to 77 Décor design companies, averaging a value of $146,364 per company.

The industry is indeed highly competitive and of course a growing industry with steady growth

rate of 3.0 percent annually. The Decor design industry is very open to any aspiring entrepreneur

who has the required skills to start his or her own home decoration business.

As a matter of fact, it was projected that over the next five years, new technology will continue

to emerge that will make it easier for more players to come into the industry hence increasing the

competition.

The Decor design industry will continue to blossom because more and more households and

corporate organizations are beginning to realize that somehow, they would need the services of

home decorators to help give their facility the needed look befitting of their organization or

personalities. From all available statistics, it is safer to say that the industry is growing steadily

despite the competitive nature of the industry.

Lastly, some of the factors that encourage entrepreneurs to start their own home decoration

company could be that the business is easy to set up and the startup capital is indeed affordable;

you can actually start your own home decoration business from the comfort of your house. All

you need to do is to create an office somewhere in your house. People usually pay you for the

result you can deliver as it relates to helping them design their facility to their expectation.
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2. Executive Summary

AAAN (Decor design) company. We are a world class home decoration company that is set to

compete in the highly competitive Decor design industry not only in the Pakistani Market, but

also in the global market.

AAAN will be involved in the all aspects of home decoration cum Decor design services such as

Residential Decor design, Commercial (Hotels) Decor design, home decorating consulting

services and other related services.

Our business goal is to become one of the leading home decoration companies in the Pakistan

and we will make sure that every home decoration job that we do can favorably compete with the

best in the industry. Our workers are going to be selected from a pool of talented and highly

creative home designers

We will make sure that we take all the members of our workforce through the required trainings

that will position them to meet the expectation of the company and to compete with leading

home decorators in the Pakistan and throughout the globe.

At AAAN, our client’s best interest come first, and everything we do will be guided by our

values and professional ethics. We will ensure that we hold ourselves accountable to the highest

standards by meeting our client’s needs precisely and completely.

3. Our Products and Services

AAAN Deco, was established with the aim of maximizing profits in the Decor design industry.

We want to compete favorably with leading home decoration and Decor design companies in the
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Pakistan which is why we have put in place a competent quality assurance team that will ensure

that all our designs and related services rendered meet and even surpass our customers’

expectations.

Our products and services are listed below;

 Residential home decoration

 Commercial (hotels) Decor design services

 Home decorating consulting services

 Wedding Decoration Pieces

 Birthday Decoration Pieces

4. Our Mission and Vision Statement

 Our vision is to establish a standard home decoration company whose services and brand

will not only be accepted in Rawalpindi but also throughout the Pakistan and other parts

of the world.

 Our mission is to build a home decoration company that will be known to execute top

notch projects and to become the number one choice of real estate agencies and other

stake holder in the industry. We want to build a home decoration company that can

favorably compete with other leading brands in the industry.

Our Business Structure

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AAAN Deco, is a home decoration company that intends starting small at university level , but

hopes to grow big in order to compete favorably with leading companies in the industry in all

over the world.

At AAAN Deco, we will ensure that we hire people that are qualified, hardworking, creative,

customer centric and are ready to work to help us build a prosperous business that will benefit all

the stake holders.

5. Responsibilities

Creative Director:

 Serves as project manager for the organization; works directly with employees

 Responsible for designing concepts for home makeover and facility uplifts

 Accomplishes subsidiary objectives by establishing plans, budgets, and results

measurements; allocating resources; reviewing progress; making mid-course corrections.

 Builds company image by collaborating with customers.

 Maintains quality service by establishing and enforcing organization standards.

 Maintains professional and technical knowledge by attending educational workshops;

reviewing professional publications / journals; establishing personal networks;

benchmarking state-of-the-art practices; participating in professional societies.

 Ensures that the organization works in line.

Admin Manager
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 Responsible for overseeing the smooth running of HR and administrative tasks for the

organization

 Defining job positions for recruitment and managing interviewing process

 Carrying out induction for new team members

 Responsible for training, evaluation and assessment of employees

 Responsible for arranging travel, meetings and appointments

Sales and Marketing Manager

 Manage external research and coordinate all the internal sources of information to retain

the organizations’ best customers and attract new ones

 Model demographic information and analyze the volumes of transactional data generated

by customer

 Identifies development opportunities; follows up on development leads and contacts

 Responsible for handling business research, market surveys and feasibility studies for

clients

 Responsible for supervising implementation, advocate for the customer’s needs, and

communicate with clients

 Create new markets cum businesses for the organization

 Empower and motivates the sales team to meet and surpass agreed targets

Accountant/Cashier:

 Responsible for preparing financial reports, budgets, and financial statements for the

organization
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 Provides managements with financial analyses, development budgets, and accounting

reports

 Responsible for financial forecasting and risks analysis.

 Performs cash management.

 Responsible for developing and managing financial systems and policies

 Handles all financial transactions for AAAN Deco.

 Serves as internal auditor for AAAN Deco.

Client Service Executive

 Welcomes clients and visitors by greeting them in person or on the telephone; answering

or directing inquiries.

 Ensures that all contacts with clients (e-mail, SMS or phone) provides the client with

personalized customer service experience of the highest level

 Through interaction with clients on the phone, uses every opportunity to build client’s

interest in the company’s products and services

6.MARKET ANALYSIS

 Market Trends

Although there are top flight institutions where people go to study Decor designing, but it

common to find people who don’t have formal training running their own home decoration

business. This is what accounts for the high number of sole proprietorship in the Decor design

industry.
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Aside from on-the-job training, most home decoration cum Decor design companies usually

offer short training (could be in – house) in specific areas such as presentation skills and IT

packages.

As a home decorator, you are expected to keep tabs with new trends that are always coming up

in the industry. Most Decor designers ensure that they follow the traditions or patterns that are

synonymous to a region. For instance, as a home decorator in the Arab world, your designs are

expected to follow the traditions and pattern in the region.

8. Our Target Market

There is a wide range of both corporate and individual clients who cannot successfully move into

their new homes/facilities without hiring the services of home decorators. As a matter of fact,

without the services of home decorators or Decor designers, the Decors of facilities won’t be as

beautiful and welcoming as we can see these days.

We will ensure that we develop strategic pacts with property developers, property management

companies, local builders, realtors and home improvement firms. This will give us several

options to generate revenue for our company.

In view of that, we have created strategies that will enable us reach out to various corporate

organizations and individuals who we know can’t do without our services. We have conducted

our market research and survey and we will ensure that all our home decoration services is well

accepted in the market place. Below is a list of the people and organizations that we will market

our services to;

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 Home Owners

 Realtors —for their clients’ homes

 Home Improvement Companies

 Paint and wall paper stores

 Flower shops

 Hotels

Our competitive advantage

The competition in the Decor design industry is getting stiffer by the day, you have to be highly

creative and come up with appealing designs and concepts in order to survive in the industry.

The industry is indeed profitable and at the same time a highly competitive industry; it enjoys

strong demand as people continue to purchase or move into new apartments and remodel old

ones.

Clients will only hire your services if they know that they can get nothing but the best from you.

We are quite aware that to be highly competitive in the Decor design industry means that you are

not only expected to deliver consistent and highly creative designs, but you must be able to meet

set targets.

Our competitive advantage lies in the power of our team; our workforce. We have a team of

creative and highly proficient Decor designers, a team with excellent qualifications and

experience in various niche areas in the Decor design industry.

Lastly, all our employees will be well taken care of, and their welfare package will be among the
best within our category in the industry. It will enable them to be more than willing to build the
business with us and help deliver our set goals and achieve all our business aims and objectives.
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9. SALES AND MARKETING STRATEGY

We are not ignorant of the fact that there are stiff competitions in the Decor design industry;
there are loads of home decorators and Decor designers jostling for contracts which is why we
have been able to hire some of the best marketing experts to handle our sales and marketing.

Our sales and marketing team will be recruited based on their vast experience in the real estate
market and they will be trained on a regular basis so as to be well equipped to meet their targets
and the overall business goal of AAAN Décor.

Our goal is to grow AAAN Deco to become one of the leading home decoration companies in
the Pakistan which is why we have mapped out strategies that will help us take advantage of the
available market.

AAAN Deco is set to make use of the following marketing and sales strategies to attract clients
and win home decoration and Decor decoration contracts;

 Introduce our home decoration company by sending introductory letters alongside our
brochure to corporate organizations
 Advertise our business in relevant fb groups and instagram pages.
 Create different packages for different category of clients in order to work with their
budgets and still deliver excellent design and services
 Engage direct marketing approach
 Encourage word of mouth marketing from loyal and satisfied clients

Sources of Income

AAAN Deco is established with the aim of maximizing profits in the Decor design cum real
estate industry and we are going to go all the way to ensure that we do all it takes to meet and
surpass the expectations of our clients.

11. Publicity and Advertising Strategy

We have been able to work with brand and publicity consultants to help us map out publicity and
advertising strategies that will help us walk our way into the hearts of our target market.

We are set to become the number one choice for both corporate and individual clients which is
why we have made provisions for effective publicity and advertisement of our Home decoration
company. Below are the platforms we intend to leverage on to promote and advertise AAAN
Deco.

 Place adverts on both print (newspapers and magazines) and electronic media platforms
 Sponsor relevant community-based events/programs
 Leverage on the internet and social media platforms like; Instagram, Facebook, Twitter,
YouTube, LinkedIn, Pinterest, and Google + et al to promote our services
 Install our billboards in strategic locations
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 Distribute our fliers and handbills in target areas

 Contact corporate organizations and residents in our target areas by calling them up and
informing them of AAAN Deco the services we offer
 Advertise our home decoration company in our official website and employ strategies
that will help us pull traffic to the site.
 Ensure that all our staff members wear our branded shirts and all our vehicles and trucks
are branded with our company logo.

12. Our Pricing Strategy

If you are conversant with the Decor design industry, you will realize that the pricing structure
ranges from per hour billings to fixed fee to even per square foot billing. Most Decor decoration
companies adopt all the available pricing systems as it applies to the nature of the job or project
they are expected to execute.

At AAAN Deco,we will adopt all the pricing systems as is obtainable in the industry but we will
ensure that we keep the prices of our services a little below the average market rate by keeping
our overhead low and by collecting payment in advance from corporate organizations who would
hire our services.

In addition, we will offer special discounted rates to all our customers at regular intervals. We
are aware that there are some one-off jobs or government contracts which are always lucrative,
we will ensure that we abide by the pricing model that is expected from contractors or
organizations that bid for such contracts.

 Payment Options

The payment policy adopted by AAAN Deco. is all inclusive because we are quite aware that
different customers prefer different payment options as it suits them but at the same time, we will
ensure that we abide by the financial rules and regulation of the Pakistan. Here are the payment
options that AAAN Deco will make available to her clients;

 Payment via bank transfer

 Payment with cash
 Payment via credit cards
 Payment via online bank transfer
 Payment via check
 Payment via mobile money transfer
 Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our client make
payment for our services without any stress on their part. Our bank account numbers will be
made available on our website and promotional materials.

13. Startup Expenditure (Budget)

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Starting a home decoration company is cost effective because on the average, you are not
expected to acquire expensive machines and equipment.

Generating Startup Capital for AAAN Deco

AAAN Deco will be owned by four friends. They decided to restrict the sourcing of the startup
capital for the business to just three major sources.

 Generate part of the startup capital from personal savings and sale of stocks
 Generate part of the startup capital from friends and other extended family members
 Generate a larger chunk of the startup capital from the bank (loan facility).

14. Sustainability and Expansion Strategy

It is easier for businesses to survive when they have steady flow of business deals/customers
patronizing their products and services. We know that if we continue to come up with highly
creative and unique home decoration cum Decor design concept and excellent job delivery for
both corporate organizations, government agencies and households, there will be a steady flow
of income for the organization.

Our key sustainability and expansion strategy are to ensure that we only hire creative, competent
and selfless Decor designers, create a conducive working environment and employee benefits for
our staff members.

We know that if we implement our business strategies, we will achieve our business goals and
objectives in record time.

Check List/Milestone

 Business Name Availability Check: Completed

 Opening of Corporate Bank Accounts: Completed
 Opening Online Payment Platforms: InCompleted
 Conducting Feasibility Studies: Completed
 Generating part of the startup capital from the founders: Completed
 Writing of Business Plan: Completed
 Drafting of Contract Documents: In Progress
 Design of Logo for the business: Completed
 Secure trademark for our products: In Progress
 Printing of Promotional Materials: Completed
 Recruitment of employees: In Progress
 Creating Official Website for the business: In Progress
 Creating Awareness for the business: In Progress
 Establishing business relationship with vendors and key players in the real estate
industry: In Progress