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Final Business Plan Project Final Business Plan Project Document Transcript

  • Marketing Business Plan Elizabeth Hofstetter Manoj Kumar Rohit Krishna Manjot Sidhu
  • Peaceful TransiTions Table of Contents Executive Summary ….…………………………………………………………………...3 Missions Statement..……………………………………………………………………....4 Background …………………………………………………………………………….....5 Importance of Immigration ……………………………………………………………….7 Company Overview …………………………………………………………………........9 Current Gaps within the Rental Housing Industry ………….…………………...............11 Services ………………………………………………………………………………….12 Business Collaborations ………………………………………………………………....14 Competitors ……………………………………………………………………………...16 Primary Research ………………………………………………………………………..18 Company Operations ...………………………………………………………….............19 Marketing Strategies …………………………………………………………….............21 Partners …………… …………………………………………………………………....23 SWOT …………………………………………………………………………………...24 Financial Overview ……………………………………………………………………...26 Sales Forecast ……………………………………………………………………………27 Start Up Costs …………………………………………………………………………...28 Recurring Costs ……………………………………………………………………….....29 Income Statement ………………………………………………………………………..30 Balance Sheet ……………………………………………………………………………31 Cash Flow …………………………………………………………………………….....32 Appendix …………………………………………………………………………….......33 References …………………………………………………………………………….....39 2
  • Peaceful TransiTions Executive Summary Peaceful Transitions is a rental housing assistance service which provides individuals and families find affordable housing while providing essential information and resources to make immigrating to Canada more comfortable. Peaceful Transitions services will include: • Providing tenants with potential residences • Creating comfortable mediation and administration between landlords and potential tenants • Providing legal guidelines around laws and regulations concerning Government Publications and Lease Details • Help adapt to new cultures and demographic area Peaceful Transactions' head office will be located in Mississauga and will be promoted throughout the Greater Toronto Area in addition to Mississauga, Brampton, Oakville, Burlington, Etobicoke, Richmond Hill and Markham. The business will promote their services through newspapers, online advertising, international bilingual website, radio advertising, flier distribution, and direct contact with established local businesses. With business collaborations with major agencies based out of India, such as, The Canam Group, Y-Axis, The Chopras and Edwise International, Peaceful Transactions will distinguish itself from online competitors by recruiting clients before they even come to Canada. While providing our services in person, telephone and online; Peaceful Transactions will provide counseling and assistance critical to the needs of our client. Mission Statement 3
  • Peaceful TransiTions Our mission is to find newly immigrated families and individual’s safe and affordable housing in Canada. We believe that by assisting in the smooth and peaceful transition into Canada, we will facilitate newcomers to begin their essential integration into society. Background 4
  • Peaceful TransiTions “Canada has a strong tradition of welcoming immigrants from around the world to help enrich our communities—socially, culturally and economically” – Stats Canada Families and Individuals According to Stats Canada, there has been a significant increase of the number of immigrants coming into Canada. More specifically, 2.2 million immigrants were admitted into Canada in 1990’s; the most significant increase we have seen for the past 100 years. According to the Longitudinal Survey of Immigrants of Canada (LSIC), a study that examined the primary problems faced by recent Canadian immigrants, both housing location and cost were among the major problems of newcomers. Combined with limited financial resources, newcomers usually arrive with the limited knowledge of their surroundings. LSIC found that 40% of newcomers are provided this information via previously landed family and friends, thereupon leaving 60% of individuals whom do not have this resource. With 81% of newly landed immigrants looking for rental accommodations at time of arrival, we aim to facilitate the process of assisting them by providing affordable housing solutions that enable the individuals to live more comfortably while making their transition smoother. Diversity Canada is known for a broad immigration policy which is a direct reflection of Canada’s ethnic diversity. According to the 2001 census by Statistics Canada, Canada has 34 ethnic groups. 16.2% of Canadian population belonged to visible minorities, and that number has been significantly increasing. Moreover, in 2001, 250,640 people immigrated to Canada. Based on the Canada 2001 Census total population of 30,007,094 people, immigration represented 0.834% population growth that year. Immigration rate represents 8.7% population growth over 10 years, or 23.1% over 25 years (or 6.9 million people). Since 2001, immigration has ranged between 221,352 and 262,236 immigrants per annum. According to Canada's Immigration Program (October 2004) Canada has the highest per capita immigration rate in the world (Wikipedia, 2010). * The three main official reasons given for the high level of immigration are: A. The social component – family reunification. B. The humanitarian component – Relating to refugees. C. The economic component – Attracting immigrants who will contribute economically and fill labour market needs. There are three main immigration categories: Economic immigrants - Citizenship and Immigration Canada uses several sub-categories of economic immigrants. The high-profile skilled worker principal applicants group comprised 19.8% of all immigration in 2005. Canada has also created a VIP Business Immigration Program which allows immigrants with sufficient business experience or management experience to receive the Permanent Residency in a shorter period than 5
  • Peaceful TransiTions other types of immigrations. The Province of Quebec has a program called the Immigrant Investor Program Family class - Under a government program, both citizens and permanent residents can sponsor family members to immigrate to Canada. Refugees - Immigration of refugees and those in need of protection. http://en.wikipedia.org/wiki/Immigration_to_Canada Importance of Immigration 6
  • Peaceful TransiTions Population and Economy *appendix A “The only factor of growth will then be immigration.” – Stats Canada In 2007, studies showed that, two-thirds of Canada’s population growth over the past five years has been by immigrant newcomers. In 2007 the population of native-born Canadians increased by only 400,000 between 2001 and 2006. During the same time, 1.2 million newly immigrated peoples have helped push the country’s population to a total of 31.6 million. An average 240,000 newcomers per year more than compensated for the country’s flat fertility rate. The 2006 census data by Statistics Canada, showed an overall population growth of 5.4 percent; this is the highest population increase among the Group of Eight industrialized nations (Wikipedia, 2010). In addition to the slow fertility growth rate of native Canadians, in coming years there will enviably be an increase in the number of deaths in Canada due to the aging baby boomer population. Thus the number of deaths will exceed the number of births and the natural increase will become negative (Wikipedia, 2010). Canada is widely known for its natural resources, vast geography, diverse peoples, abundant opportunities, accessible health and social services. Throughout its history, Canada has relied on a large stream of immigrants for its economic success. Because of stale population increases, Canada has faced economic issues because of labour shortages. Canada has responded actively by searching for immigrants whereby successfully meeting existing labour market needs. An increase of immigrants helps Canada develop a strong and competitive economy (Wikipedia, 2010). Demographic *appendix B According to Stats Canada, between the years of 1970-2000, immigrants have come predominately from Britain, the United States, Italy, Portugal, Greece, China, India, Pakistan, Philippians, and the Republic of Korea. LSIC found that of the participants studied, one third of the total immigrant populations have come from East Asia. To narrow down our target demographic, we will focus on assisting immigrants coming from India (Stats Canada, 2003). Furthermore, according to LSIC, 66% of the participants were between the ages of 25-44 years old, leaving 16% and 17% younger and older, respectively. Out of these participants, 42% arrived with family, 29% arrived alone, whereas 23% arrived married with no children (Stats Canada, 2003). Therefore, we will target landlords who are willing to rent to families with and without children as well as individual units. These statistics provide us with the knowledge of not only geographical locations to which solicit potential landlords but also relevant demographic neighborhoods. In addition, it allows us to assess to what types and size of properties that we will be able to fill. 7
  • Peaceful TransiTions Company Overview “We are a housing assistance service that is here to help you and your families find affordable housing while providing essential information and resources to make Canada your home.” 8
  • Peaceful TransiTions Housing We provide a service by which we help newly immigrated individuals and families find and secure affordable housing within the GTA and surrounding areas. Over the past seven years in Ontario, apartment rents have risen over 40 per cent. New laws about the rights of landlords and tenants can sometimes make it difficult for a newcomer to get an apartment, especially if they have just arrived in Canada and do not have good English language skills. They may be unaware of their rights. For example, a landlord has the right to refuse to rent you an apartment if he thinks you do not make enough money. Therefore, we assist in finding housing while providing services that make new comers aware of Canadian Tenant Laws. We connect tenants with furnished or unfurnished rental units of the following kind: Basement Apartments One of the more popular rental units among new immigrants are basement apartment. These apartments are in homes owned by landlords who opt to rent out (usually) an entire floor. Ideally, the apartment would have its own entrance, kitchen, bathroom, laundry, sitting room and 1 to 2 bedrooms, size depending. Bachelor – Three Bedroom Apartments Other fairly common rental units are apartment within apartment buildings/complexes. Apartments are a self-contained housing unit that occupies only part of a building. These are owned by the landlord and rented out on a contractual basis. Privately-owned apartment buildings can vary in size from buildings that have only two apartments, to buildings or building complexes that have hundreds of apartments. The apartments vary in size from a bachelor (open concept) to three bedroom units. These are completely private apartments since each is an individual unit within the building. Usually, you are required to sign a lease, agreeing to the amount of rent you pay for one year, and that you will not move out before the end of that year. Townhomes Townhouses are multi-story homes in rows. Units are connected to each other by shared vertical walls, and they may have attached garages or individual driveways as well as front and/or back lawns. There are usually maintenance fees that might be on top of or included in the monthly rent that include such things as lawn and sideway maintenance, and any amenities that are included on the property. Detached homes These are detached multi level or bungalow style houses. The tenant would have the entire home for themselves and their family. These are generally less popular because of the increased cost of renting an entire house. 9
  • Peaceful TransiTions Cooperative Housing A co-op is a housing arrangement in which a corporation owns single residential units. A board of directors governs the corporation and each resident has one vote. As a result, each resident is a shareholder in the corporation but you don’t own any real property. Subsidized Housing Subsidized housing is also provided by the city. "Subsidized" means that there is a special fund that pays part of the rent on your behalf if you cannot afford to pay the full rent. Because of the high demand for such apartments and how long it takes for one to become available, the waiting time to get this kind of housing is usually between five and ten years. *We will provide information on these services but since they are government regulated we will not be placing tenants in these units. *We will not be placing tenants with condominium rentals as they can be much more expensive than other traditional rental units. Location Approximately 35 percent of Canada’s total population lives in three metropolitan regions, Toronto, Vancouver and Montreal and they attract more than 80 per cent of immigrant newcomers. The census shows that Toronto remains Canada’s biggest metropolitan area, with 5.1 million people. Therefore, our target areas include the Toronto and Greater Toronto Areas, Mississauga, Brampton, Oakville, Burlington, Etobicoke, Richmond Hill and Markham. Current Gaps within the Rental Housing Industry Stats Canada lists some of the major housing problems faced by new immigrants upon arriving in Canada, namely: 1. Low income 10
  • Peaceful TransiTions 2. Finding suitable housing without compromising other essentials 3. Finding housing in a suitable environment 4. Receiving inaccurate information about housing and location from friends and families Among these problems, newcomers often face: Discrimination Discrimination based on race or ethnicity still exists. "Sorry, it's taken"; is a problem many newcomers experience when trying to find an apartment. It is important that they know their rights in such situations. This is where our immigrant housing and counselor assistance can help. If a landlord asks for more than two months rent; if he/she asks for rent in cash and does not give you a receipt; or if he/she rents the apartment to someone else after he tells you it's taken, he/she is breaking the law. One of our primary goals is to educate newcomers on Canadian rules and regulations regarding tenant and landlord laws. This includes, information regarding the Residential Tenancies Act, Tenant Protection Act, Eviction Protection, Lease Agreement Documents, in addition to lease payments, rental periods, and other documentation and rules specified by landlords i.e. noise, smoking, pets, furnishing, included or excluded amenities. Language Barriers Many of our competitors assist with available rental units but leave it up to the tenants to contact the landlords on their own. Unfortunately, many Canadian new comers have a substantial language barrier and only a limited knowledge of the English language. We aim to fill this gap by employing proficient multi-lingual staff proficient in Hindi and English, who are able to work as mediators between the landlord and the tenant. Location and Cultural Information Being a new immigrant to Canada can be daunting enough as it is without having the additional stress of living in a place where nothing is familiar to you. We aim to provide counseling services which educate clients about their surroundings and finding housing conducive to their needs and lifestyle so they may make Canada their home. Through our research, we have found that many of these problems are let with unmet solutions. We aim to facilitate in this area by providing mediation services between tenants and landlords in addition to educating tenants about their rights as renters in Canada so they may be fully informed when they agree to a lease. Services We provide many services which assist tenants to find housing suitable to their needs and wants. Some newcomers prefer to live in communities of their own ethnic group. The advantages are that they feel more comfortable being in a community where they share the same language, culture and religion. Additionally, many prefer that the schools their 11
  • Peaceful TransiTions children attend are mostly made up of the same ethnic group where they can speak their own language thus preserving the native language of their parents. Therefore, we assist in helping answer some of the major questions posed by new comers, including: How much money do I have? Can I afford to live where I want to or do I have to take any place that I can find for the money I have? Do I want to live close to other family members and friends? Is there a temple, a church or a mosque close by? Is there a school nearby? What kind of a school is it - does it have many English- speaking children or does it mostly have children from my own language and culture? Do I want to live where there are many different ethnic groups, few ethnic groups, or within my own ethnic community? With this in mind, we offer in depth information services that include: Location: type of community, transportation (bus routes, train, subway), stores, community centers, laundry, parks and recreation, medical clinics and hospitals, schools, places of worship, restaurants, shopping centers and any other service that is conducive to their needs and lifestyle. Government Publications and Lease Details: Residential Tenancies Act, Tenant Protection Act, Eviction Protection, Lease Agreement Documents, lease payments, rental periods, in addition to other documentation and rules specified by landlords (noise, smoking, pets, furnishing, included or excluded amenities) Mediation and Administration: arranging appointments between landlords and potential tenants, online secured website with available housing and personal information Referrals: subsidized housing, financial resources (banks and financial advisors) (The Royal Bank of Canada has a program for newcomers to Canada who want to buy a home as soon as they arrive. The RBC mortgage program for immigrants in this situation requires you to put a minimum of 35 per cent of the cost of the house towards the purchase yourself. They also require that you have enough money to cover two years worth of payments.) Staff: multi-lingual staff proficient in Hindi and English Website: Our website, www.peacefultransitions.com is a website dedicated to our clients. Once registered with our company, they will be given a username where they can log into the site and have their own personalized page. They can write about themselves on a message board so landlords can see who the prospective tenants are. They will also be 12
  • Peaceful TransiTions able to view available rental units, with descriptions and pictures. The website will also provide information about our company, our toll free phone number and an email address, www.peacefultransitions@rogers.com. We will also provide some useful tools, such as local maps of Toronto and important numbers such as Emergency, Hospitals, and Schools etc. Telephone: Our working hours are 8am-8pm Monday to Friday, 10am-4pm on Saturday which allows us to provide superior services to our clients. We will have a telephone number by which out clients can call one of our counselors, during business hours. We have one counselor based out of India which will be able to service our clients before they leave India. Our counselor in India can then forward all the needed information, via fax or internet so that when the client arrives, we can set up meeting times with the landlords. The counselor based out of India will be home based. The hours of operation are 8am-6pm Monday to Friday. Business Collaborations Marketing within the Indian market is of outmost importance. We will be partnering with major Indian agencies, namely, The Canam Group, T-Axis, The Chopras and Edwise International which deal with immigration services. These companies provide assistance to people applying for Canadian visas by assisting with paperwork and immigration services. We will partner with these agencies as they will refer their clients to our service, 13
  • Peaceful TransiTions before they arrive in Canada. This is an essential step in our business as we will enable clients to make all their lodging arrangements before physically arriving in Canada. Individuals coming to Canada will first approach one of these agencies for all their immigration services. From there, potential clients will be referred to Peaceful Transitions and be directed to our Counselor based out of India. The counselor then will provide all the aforementioned information included in our services. The counselor will then connect with the other counselor in Toronto where they can contact the landlord and arrange a meeting when the client arrives. These agencies will promote our services and will provide marketing leverage to Peaceful Transitions and will get paid based per registered client. Below are descriptions of each of our partnering agencies. The Canam Group http://www.canamgroup.com “Canam Consultants Ltd. is the largest ISO 9001:2000 certified Immigration and Education consulting Company in the Asian sub-continent. Established in 1996, Canam made a deliberate foray into immigration consulting for four countries i.e. Canada, Australia, New Zealand and UK and student visas for USA, UK, Canada, Australia, New Zealand, Singapore, Ireland, Switzerland, and Ireland, for providing a wider and unbiased perspective to our clients because each individual's goal is unique. Their pragmatic approach has been appreciated and reputation is built on trust, resourcefulness, integrity and years of experience. Canam's Board of Directors comprise of highly qualified Canadian and Australian Citizens and international advisors based in Canada, Australia and UK, who are well versed with the culture, job market, economy, business potential, and social welfare programs of the respective countries. Canam works within the guidelines specified by MARA (Migration Agents Registration Authority) and the CSIC (Canadian Society of Immigration Consultants) and is an accredited approved member of the OPIC (Organization of Professional Immigration Consultants) and Corporate Member of Indo- Canadian Business Council. They are well acquainted with the intricacies of the immigration process and thus clients get appropriate, accurate, reliable and timely guidance and assistance.” Y-Axis http://www.y-axis.com/aboutus.html Y-Axis Overseas Careers is India's No.1 and fastest growing Overseas Careers and Immigration Consultant. Over the last 9 years of being in business, we have earned the trust of our clientele purely on the basis of our professionalism, strong research and success rate. Clients enjoy a good rapport with our competent, knowledgeable and 14
  • Peaceful TransiTions experienced consultants who offer high quality and life changing career counseling for free. Our service fee is affordable and we are paid only if we are successful. We offer various flexible payment options to suit your pocket. Our core competence visa documentation and expertise in green cards. We process the highest number of immigration cases in India; about 20% of India's HSMP applications is filed through us. These thousands of case studies have given us the experience and expertise to handle any type of case. What our clients are comfortable is the trust of our brand and the transparency of our process which is backed by a proper legal agreement including a clear refund policy. Our global resettlement services offer end-to-end solutions including job search services and allowing you to land in any country and feel our support until you settle down permanently.” The Chopras http://www.thechopras.co.in/aboutus.php?flag=aboutus “It is this vast combined international experience of the directors that has been packaged into a successful business in an area of activity where first-hand, hard-core knowledge is a pre-requisite to advice students realistically and factually. No other company in this line of work can match this. They set up this company in New Delhi in 1995, originally operating from a business centre. It currently spans 17 cities with twenty nine branches and is now housed in over 60,000 square feet, and growing, of space nationwide.” Edwise International http://www.edwiseinternational.com/sitehtm/aboutus.htm “Edwise is the one stop solution for all your international study needs. Its core activity lies in assisting students to make the right choice with regard to pursuing education in overseas educational institutions. Edwise provides information regarding higher education in various countries such as UK, Australia, New Zealand, Canada, USA, France, Switzerland and Ireland, and has a command over the education system world wide. Edwise is a solution-oriented company, with a single mind approach in tailoring career paths to suit individual profiles within the parameters that may prevail in each case. The parameters may be educational, financial or personal.” Competitors Through research conducted with fifty-five international students, the most well known rental services include online resources, including, kijiji.ca, torontorentals.net, viewit.ca, renters.ca, craigslist.ca and homestayservices.ca. Newspaper classifies such as the Toronto Star and Toronto Sun are less popular for newcomers, therefore we will focus on these services. 15
  • Peaceful TransiTions Kijiji - kijiji.com Kijiji is one of Canada’s most popular local classified site where people may buy, sell, and trade various products and services. Kijiji has become very popular for finding rental units and thus is one of our main competitors. Adding an ad to Kijiji is free, however to place an ad on the homepage, the cost is $68.75 per 7 days. Toronto Rentals - torontorentals.net Toronto Rentals is a site dedicated to providing various rental listings within the Greater Toronto Area. Additionally, they have a sister site, Rentit.ca which allows potential tenants to look for rentals within Canada. Individuals looking to rent may register for free on this site which allows them to post a description of the type of housing they are looking for via a message board. Landlords are then able to look through the message board to find suitable tenants. There is a one time fee of $10.50 for landlords to post an ad on Toronto Rentals which includes posting up to 5 pictures of the rental unit. View It - viewit.ca View It is a rental site that has rental units all over Canada. This service is free to those looking to rent however there is a charge of $54.95 per month to advertise on the site. The site lists its advantages as being cheaper then advertising in various magazines and newspapers as well as fast responses. Renters - renters.ca Renters.ca is a service with includes listings all over Canada. The cost per single vacancy ad is $37.00 per month. This price includes a description of the unit, up to 200 words in addition to up to 4 pictures of the rental unit. This service is free for all potential tenants. Craig’s List - craigslist.ca Craig’s List is a site, similar to kijij.com which enables people to bull, sell, trade various types of services and products, including rental units. This site is very popular, especially in North America. To place an ad on this site is free, with exceptions to various States. Home Stay Services - http://homestayservices.ca/en-schools.html Home Stay Services (HSS) is a service which assists international students in finding a place to live by connecting them with host families. HSS is affiliated with many colleges in the Toronto area and are available via a direct link from the schools website. They provide many of the same services which we provide, but solely to students. The rental units are also exclusive to host families that house international students. There is an administrative fee for these services of $190/individual or $240/couple. The housing prices vary depending on the type of unit available in addition to in inclusion or exclusion of food packages. There are also additional charges for other amenities such as a television and internet in the unit, a private bathroom and airport pickup. The prices range from $615.00 to $1300.00 per month, excluding additional amenities. 16
  • Peaceful TransiTions How We Differ Peaceful Transitions distinguishes itself from many of these online competitors. Unlike these resources which solely provide a description and pictures of available rental units in the Toronto area, we offer in person, telephone and online services which counsel and provide information about location of the rentals and find housing that are conducive to the needs of our client. In addition, we offer our services in Hindi and English so that we may better serve our international clients and understand their needs. HSS is the competitor most closely related to our service however they serve to exclusively students whom are attending colleges and universities on temporary student visa basis. Additionally, all of our units are individual units whereby many of the rentals from HSS are rooms rented by the host families. Other competition come from non-profit organizations such as Housing Help Centers offered by various cities. We are distinct from these organizations by which we guarantee quick and efficient placements as many of these resources require you to be placed on a waiting list until a unit becomes available. This process could take up to 6 months or longer. Primary Research Samples from our Primary Research Questions asked to Landlords: 1. Would you use our service to promote your rental unit? 17
  • Peaceful TransiTions 2. Would you prefer to pay a one time fee to advertise on our site or a one time fee when we found a suitable tenant? Responses: “We have a basement apartment in our house which we rent. We advertise in Indian stores and worship places but getting suitable tenants usually takes longer. As a result, the house stays empty. So I would definitely pay a one time fee for this service instead of loosing $600.00/month on rent.” “I wouldn’t use this service only because my house is very closer to Humber College (just a 5 min walk) and almost all my previous tenants were students of the Humber College. The house is always on demand for students looking for an accommodation close to college. I can advertise on college notice board for free.” Questions asked to Tenants: 1. Would you pay for this service? 2. What services are important to you? Responses: “I would use this service. I think it is a really helpful service and something I would have loved to have available to me when I moved here.” “I faced so many problems when I landed here. Finding good accommodation at right place and at right price was really tricky. I would have loved to use this service. If you can find me accommodation then it will save time and give me all the helpful knowledge about the area where I want to live. It would be also good if you can provide a service where you can connect use with employment agencies.” Company Operations Organizational Structure Peaceful Transitions is owned by four-person partnership; each person will lead a specific section of the business and be the leader of that section. The board of directors will constitute of 4 persons, Rohit Krishna, Elizabeth Hofstetter, Manjot Sidhu and Manoj Kumar. Each board of member will also act as the chief of a department; leading and motivating his/her team and will be responsible of his/her department. We prefer a more 18
  • Peaceful TransiTions informal and decentralized structure of the enterprise and will try to build a more work friendly and safe environment for each of our employees. We will maintain high standards of work ethic and business honesty in each of our business transactions and will try to be as eco-friendly as possible in our operations. We will have 5 counselors who will help our clients in getting the most updated information and help them in adjusting to their new surroundings. Finance: Headed by the Chief Financial Officer, Rohit Krishna. This department will deal with the financial transactions and obligations of the enterprise. Namely the maintaining of the balance sheet, profit and loss accounts, budgeting, cash flows and the cycle of taking care of working capital .Forecasting would be an integral part of the functioning of the finance department. Within the finance department, we have a Chief Financial Officer. Human Resources and Office Manager: Headed by the Human Resource manager, Elizabeth Hofstetter. This department will look into all our human resource needs and documentation. It includes the hiring process of employees and their induction process into the enterprise, formalizing the job specification and job description details, organizing interviews and complying with all the labor laws. Other than this the department will keenly and actively look into keeping the morale of our employees, as we strongly believe in the well being of our team and people. In addition to these responsibilities will also act as the office manager to our icehouse counselors and handling with problems and concerns faced by our clients. Marketing: Headed by the Marketing manager Manoj Kumar and Manjot Sidhu. This department will look into all the marketing operations of the enterprise. We will have a dedicated team for this operation, which will involve in every aspect of marketing including both sales and direct marketing and maintaining public relations activities. We have divided the organizational structure into two main broad parts: The first is for the Indian marketing process and the second is for our Toronto office. Our marketing strategy will have to deal with varied cultural, social and geographical environments and so our marketing team will be of both people from India and Canada. The marketing executives will do marketing functions like promotional functions, giving presentations in colleges and student forums and spreading awareness about the enterprise for the general public. The Indian division executive will be looking into and taking care of the liaison activities (with the Indian immigration assistance agencies) and maintaining an excellent client relationship. The structure includes the Marketing Chief that has directs reports including Marketing Executives from the Canadian and Indian division. Location *appendix Our head office located on Lakeshore 2733 Lakeshore Boulevard West, Toronto Main floor office, 600 SQFT, wood flooring and high ceilings, parking, TMI and our extended office on 2nd floor office suite, 650 sq/ft, parking, TMI. 19
  • Peaceful TransiTions This location will provide us advantage of being center within the area we are serving. Also we will enjoy easy access to almost every major part of the city. Office structure: We will have the receptionist’s desk at the entrance of the office, where there will be a visitor’s lounge. And after that would be our executive manger’s office and adjacent would be our marketing manager’s office. We will keep our first floor office space for documentation room and supplies store. We have taken special care of correct location as our business is highly marketing oriented and requires correct location planning. Office Utilities: For the smooth functioning of the day to day procedures of the enterprise we will be requiring some office items and utilities. Given below is an itinerary of all the items required: Marketing Marketing Strategy in Canada Newspapers Indian Express Canada Tel: 905-795-2791, Email: rekhadua@gmail.com CanIndia News Weekly A Division of WORLD MEDIA CORP (Canada) Inc Tel: (905) 673-6625 or 866-757-0070 20
  • Peaceful TransiTions Both the Indian Express Canada and CanIndia News Weekly are multicultural newspapers and e-newspapers, popular among immigrant families. It has the latest news from India an around the world in addition to sports, entertainment, shopping, videos, blogs etc. We believe that this would be an effective way to reach both landlords and tenants for our service. Radio Station CMR Diversity 101.3 FM CMR is currently North Americas only South Asian owned and operated FM radio station. It services cultural diversity by broadcasting in 24 different languages from 20 different ethnic groups. Along with a diverse set of music and news programs, the station also encourages discussion via their forum, specifically for immigrated individuals and families. We plan on placing a short ad on the program called, Radio Voice, which is a Punjabi, Hindi, Gujarati language broadcast that services the Indian community. The program airs for 2 hours starting at 3pm, Monday to Friday. Pearson Airport Pearson airport sees more then 31.5 million customers per year and as a result we want to be front and center when people arrive in Toronto. We feel that marketing within the airport is of extreme importance, so most of our advertising budget will be focused in this area. There are many advertising opportunities available at Pearson, however we have chosen to utilize Pearson’s website advertising. We will have a small spot on the page with the name of our company, our phone number and a brief description. This will also be a selling strategy for those landlords who will be placing their add on our site. Gerrard Street East *Appendix E,F Gerrard Street East in Toronto, is commonly referred to as “little India”. There are many shops, grocery stores, restaurants, fashion boutiques, electronics and jewelry stores within this Indian district, making this area the largest South Asian market place in North America. Because this area is populated with our target demographic, we plan to distribute fliers within shops and restaurants in this area. The rationalization for marketing this area is two fold. Firstly, this area is a main tourist area, especially during the summer months when the Gerrard India Bazaar is held; this is one of the largest markets for Asian goods in North America. This annual festival attracts thousands of locals and tourists yearly. Therefore, we will gain substantial exposure. Secondly, since the majority of the local residents in this area are of Indian decent, we will market our services so that they may connect family and friends who are coming to Canada and need assistance finding housing. In addition to Gerrard Street East, there are a few other prominent places within and around the Greater Toronto area that are Indian centered, including, Dundas Street in Mississauga and Gore Road in Brampton. In these places, one can find everything Indian 21
  • Peaceful TransiTions starting from Grocers, Jewelers, furniture’s showrooms and Indian restaurants. We intend to place advertisements within some of these popular locations as well. Sales Force We have a sales force who will be actively working to get landlords to register to Peaceful Transitions. They will be recruiting clients from those people whom live in the general areas that we want to place our tenants and who are currently advertising rental units on free websites. The main advantages of advertising on our site will be a fast fill rate. We aim to have each available unit filled within one month of registering with the company. Viral Marketing One of the most important aspects of marketing are through viral marketing, therefore we feel that advertising through Canadian newspapers and radio stations that service the Greater Toronto Area are an important marketing tool. Many Canadian newcomers have family already located in Toronto or the surrounding areas and are quite familiar with these media outlets. Therefore, we are relying on these families’ members to relay information to their relatives and friends who are coming to Canada. In addition, we will also be reaching potential landlords as well. Marketing Strategy in India Much of our marketing in India will be from referrals from our partnering counselors. Many people looking for information utilize these counselors for all of their immigration needs, therefore we anticipate a large number of our clients from them. In addition to the counselors, we will place a small ad within the popular newspaper, Hindi Daily. This is one of the most famous newspapers in India, thus we will give Peaceful Transitions excellent exposure. Partners To begin a life in Canada, there are many essential services that new immigrants need, including banking, telephone connection with long distance services, grocery, and broadcast communications. That being said, we have solicited 5 corporate sponsors for Peaceful Transitions so that we will refer our clients to for their services, including, Royal Bank, Bell Mobility, Tim Hortons, Loblaws, AM 640 Radio. There are many benefits for our corporate sponsors, including: 22
  • Peaceful TransiTions 1. Allows the sponsor to strengthen and develop links within the local community and getting their name known to new immigrants. In all probability, this will result in a log term commitment of the individual which would be a viable asset to the sponsor. 2. We can provide a direct link to our sponsors by distributing information, coupons, and contact information to our clients. 3. Increase sponsor companies reputation by client referrals to other family and friends. SWOT Analysis Strengths - We distinguish ourselves from our competitors by offering our services that specifically cater to the Indian community with proficient, multilingual staff who may assist our clients - We offer our landlord clients quick and efficient placements for their rental units which differ from our competitors 23
  • Peaceful TransiTions - We have both online and in person mediation and counseling which allows our clients to feel more secure and comfortable, making their transition into Canada much less intimidating - We will provide excellent customer service as our current target market is small and will devote time towards our customer’s needs - The geographic location of our company allows us to service the Greater Toronto Area, which is the most popular area for East Asian immigrants when they first - All of our staff are multilingual in both English and Hindi which gives us an advantage over our Canadian competitors whom many have communication barriers - We have a presence in India that allow our clients to research and find housing before they immigrate to Canada - Our website has a vast amount of resources that will allow easy access for both our tenant and landlord clients to browse and communicate on a message bored. Weaknesses - We specialize in offering our services to Indian immigrants which may limit our clientele - May also be limiting our landlord clientele as potential tenants may want to rent from someone with similar cultural background to make them more comfortable - Because we only have a small marketing team, we have to be extremely diligent to recruit clients, both tenants and landlords - We intend to gain many clients from our Indian parents but can only fund one counselor in our Asian market Opportunities - Once we start becoming more well known and making a profit, we can expand our services to include assistance with other nationalities - Canadian government’s initiative to fast track visa processing times for highly skilled labour - Introduction of SPP(Student Partner Program), an initiative by Canadian government along with around 30 universities and colleges to invite more students to study in Canada 24
  • Peaceful TransiTions Threats - Lots of competition for rental housing services available to anyone through online services - Many questions regarding location, housing, schools, shopping and other cultural related information can be found online using Google, Yahoo and other popular search engines - Many of our online competitors are already well known and have a large clientele - Many new immigrants have family and friends already residing in Canada, therefore may receive housing information from them Financial Overview Based on our thorough research on actual expenses for setting up a new business in Toronto, we have found that for setting up our business we need $388,850.00 as start up costs, which includes both one time and recurring costs. The costs include all the IT requirements, salaries, marketing expenses, office furnishings and supplies, rents etc. Our main sources of income are from a one time administrative fee and a commission fee from our tenant clients, as well as a one time registration fee from our landlord clients. Other sources of income include revenues from our partners and third party advertising 25
  • Peaceful TransiTions from the Royal Bank of Canada, Bell Mobility, Tim Horton’s, Loblaw’s, and AM 640 radio. As per our income statement, the overall revenues for the first year are estimated to be $465,625.00 and the overall expenses are estimated to be $470,175.20. We are almost breaking even but ending up with a low loss margin of $4550.20. Additionally, we have also qualified for a bank loan of $50,000.00 as an unsecured short term loan and also setup a line of credit with the bank so as to pool in money for any emergency requirements. For the second year, our revenues are projected to increase to $1,398,925.00 due to the expansion of Peaceful Transitions and our expenses are at $494,160.00. We have projected an increase of profits by the second year of $904,765.00. In the third year our profits are projected to rise to $1,378,440.00. Sales Forecast Year 1 Revenue Costs Q1 Q2 Q3 Q4 Total Number of Clients 85 175 265 400 925 $ $ $ $ $ Admin Fee from Tenants 200.00 17,000.00 35,000.00 $ 53,000.00 80,000.00 185,000.00 $ $ $ $ $ Admin fee from land lords 75.00 6,375.00 13,125.00 $ 19,875.00 30,000.00 69,375.00 Commission from tenants 20% from an avg. Rent of $ $ $ $ $850 14,450.00 29,750.00 $ 45,050.00 68,000.00 157,250.00 26
  • Peaceful TransiTions Revenue from $ $ $ $ $ partners/month 700.00 10,500.00 10,500.00 $ 10,500.00 10,500.00 42,000.00 No. of Partners 5 5 5 5 3rd party $ $ $ $ $ advertising/month 250.00 3,000.00 3,000.00 $ 3,000.00 3,000.00 12,000.00 No. of slots 4 4 4 4 Total Revenue $ 465,625.00 Year 2 Revenue Costs Q1 Q2 Q3 Q4 Total Number of Clients 555 690 790 880 2915 $ $ $ $ $ Admin Fee from Tenants 200.00 111,000.00 138,000.00 $ 158,000.00 176,000.00 583,000.00 $ $ $ $ $ Admin fee from land lords 75.00 41,625.00 51,750.00 $ 59,250.00 66,000.00 218,625.00 Commission from tenants 20% from an avg. rent of $ $ $ $ $900 99,900.00 124,200.00 $ 142,200.00 158,400.00 524,700.00 $ $ $ $ $ Revenue from partners 850.00 12,750.00 12,750.00 $ 12,750.00 12,750.00 51,000.00 No. of Partners 5 5 5 5 $ $ $ $ $ 3rd party advertising 300.00 5,400.00 5,400.00 $ 5,400.00 5,400.00 21,600.00 No. of slots 6 6 6 6 Total Revenue $ 1,398,925.00 Year 3 Revenue Costs Q1 Q2 Q3 Q4 Total Number of Clients 930 1020 1110 1200 4260 $ $ $ $ $ Admin Fee from Tenants 200.00 186,000.00 204,000.00 $ 222,000.00 240,000.00 852,000.00 $ $ $ $ $ Admin fee from land lords 75.00 69,750.00 76,500.00 $ 83,250.00 90,000.00 319,500.00 Commission from tenants 20% from an avg. rent of $ $ $ $ $900 167,400.00 183,600.00 $ 199,800.00 216,000.00 766,800.00 $ $ $ $ $ Revenue from partners 900.00 13,500.00 13,500.00 $ 13,500.00 13,500.00 54,000.00 No. of Partners 5 5 5 5 $ $ $ $ $ 3rd party advertising 350.00 6,300.00 6,300.00 $ 6,300.00 6,300.00 25,200.00 No. of slots 6 6 6 6 Total Revenue $ 2,017,500.00 Start up Costs Year One time costs Year1 2 Year3 Computers $ 4,500.00 Office Furnishings $ 3,200.00 27
  • Peaceful TransiTions Kitchen supplies $ 640.00 Computers Accessories $ 1,800.00 Business Cards $ 150.00 Business Incorporation $ 250.00 Legal Fees $ 1,800.00 Name Board $ 150.00 Website Designing & Hosting $ 2,500.00 Total one time costs $ 14,990.00 Recurring Costs Year 1 Year 2 Year 3 Salaries $ 23,500.00 $ 27,300.00 $ 37,900.00 28
  • Peaceful TransiTions from employees 7 FTE 8 FTE 11 FTE Marketing Expenses $ 5,000.00 $ 5,000.00 $ 3,500.00 Employee Health Insurance $ 140.00 $ 160.00 $ 220.00 Phone and Internet $ 200.00 $ 200.00 $ 200.00 Website maintenance $ 15.00 $ 15.00 $ 20.00 Office Rent $ 2,000.00 $ 2,100.00 $ 2,200.00 Office maintenance costs $ 150.00 $ 160.00 $ 160.00 Office Supplies $ 150.00 $ 170.00 $ 180.00 Total Recurring Costs/month $ 31,155.00 $ 35,105.00 $ 44,380.00 Total Recurring Costs/Year $ 373,860.00 $ 421,260.00 $ 532,560.00 Total Costs per Year $ 388,850.00 $421,260.00 $ 532,560.00 Income Statement Year 1 Year 2 Year 3 Revenues 29
  • Peaceful TransiTions Admin Fee from Tenants $ 185,000.00 $ 583,000.00 $ 852,000.00 Admin fee from Landlords $ 69,375.00 $ 218,625.00 $ 319,500.00 Commission from Tenants $ 157,250.00 $ 524,700.00 $ 766,800.00 Revenue from partners/month $ 42,000.00 $ 51,000.00 $ 54,000.00 3rd party advertising/month $ 12,000.00 $ 21,600.00 $ 25,200.00 Total Revenue $ 465,625.00 $ 1,398,925.00 $ 2,017,500.00 Expenses Payroll & Insurance $ 283,680.00 $ 329,520.00 $ 457,440.00 Marketing Expenditure $ 60,000.00 $ 60,000.00 $ 42,000.00 Commissions to consultants $ 23,150.00 $ 72,900.00 $ 106,500.00 $50/Client Business loan $ 51,985.20 $ $ $ IT Expenses 8,980.00 180.00 240.00 Rent $ 24,000.00 $ 25,200.00 $ 26,400.00 $ Office Supplies & Furnishings 5,940.00 $ 2,040.00 $ 2,160.00 $ Business incorp & Legal 2,050.00 $ - $ - Miscellaneous $ 10,390.00 $ 4,320.00 $ 4,320.00 Total Expenses $ 470,175.20 $ 494,160.00 $ 639,060.00 Net Income Before Tax -$ 4,550.20 $ 904,765.00 $ 1,378,440.00 Balance Sheet Year 1 Year2 Year3 Assets Current Assets 30
  • Peaceful TransiTions Cash $ 465,625.00 $ 1,398,925.00 $ 2,017,500.00 Fixed Assets Equipment $ 10,140.00 Less depreciation $ 9,126.00 $ 8,112.00 Total Assets $ 475,765.00 $ 1,408,051.00 $ 2,025,612.00 Liabilities Accounts Payable $ 26,400.00 $ 27,600.00 $ 28,800.00 Commissions to consultants $ 23,150.00 $ 72,900.00 $ 106,500.00 Business loan $ 51,985.20 EMI of 4332.10/month @ 7.25% /Annum Principle amount $50000 Marketing Exp $ 60,000.00 $ 60,000.00 $ 42,000.00 Legal Fee $ 1,800.00 Total Liabilities $ 163,335.20 $ 160,500.00 $ 177,300.00 Owners Equity $ 312,429.80 $ 1,247,551.00 $ 1,848,312.00 Liabilities & Owners Equity $ 475,765.00 $ 1,408,051.00 $ 2,025,612.00 Cash Flow Statement Month Month Month Month Cash Inflow Month 2 Month 3 Year 1 Year2 Year3 1 4 5 6 31
  • Peaceful TransiTions -$ -$ -$ $ Cash available at -$ -$ -$ 5,780.0 5,643.3 5,506.7 900,214.8 the beginning 6,053.34 5,916.68 4,550.20 2 6 0 0 $ $ $ $ $ $ $ $ $ Admin Fee from 15,416. 15,416.6 15,416.6 15,416. 15,416. 15,416. 185,000. 583,000.0 852,000.0 Tenants 67 7 7 67 67 67 00 0 0 $ $ $ $ $ $ $ Admin fee from $ $ 5,781.2 5,781.2 5,781.2 5,781.2 69,375.0 218,625.0 319,500.0 Land lords 5,781.25 5,781.25 5 5 5 5 0 0 0 $ $ $ $ $ $ $ $ $ Commission from 13,104. 13,104.1 13,104.1 13,104. 13,104. 13,104. 157,250. 524,700.0 766,800.0 Tenants 17 7 7 17 17 17 00 0 0 $ $ $ $ $ Revenue from $ $ $ $ 3,500.0 3,500.0 3,500.0 3,500.0 42,000.0 partners/month 3,500.00 3,500.00 51,000.00 54,000.00 0 0 0 0 0 3rd party $ $ $ $ $ $ $ $ $ advertising/mont 1,000.0 1,000.0 1,000.0 1,000.0 12,000.0 1,000.00 1,000.00 21,600.00 25,200.00 h 0 0 0 0 0 $ $ $ $ $ $ $ $ $ Total Cash Inflow 38,802. 38,802.0 38,802.0 38,802. 38,802. 38,802. 465,625. 1,398,925. 2,017,500. 09 9 9 09 09 09 00 00 00 Cash Outflow $ $ $ $ $ $ $ $ $ Operating 40,523. 34,333.3 34,333.3 34,333. 34,333. 34,333. 418,190. 494,160.0 639,060.0 Expenses 33 3 3 33 33 33 00 0 0 $ $ $ $ $ Emi towards bank $ $ 4,332.1 4,332.1 4,332.1 4,332.1 51,985.2 loan 4,332.10 4,332.10 0 0 0 0 0 $ $ $ $ $ $ $ $ $ Total Cash 44,855. 38,665.4 38,665.4 38,665. 38,665. 38,665. 470,175. 494,160.0 639,060.0 Outflow 43 3 3 43 43 43 20 0 0 -$ $ $ $ $ $ $ $ -$ Net Cash Flow 6,053.3 904,765.0 1,378,440. 136.66 136.66 136.66 136.66 136.66 4,550.20 4 0 00 -$ -$ -$ -$ $ $ -$ -$ -$ Cash Balance 6,053.3 5,643.3 5,506.7 5,370.0 900,214.8 2,278,654. 5,916.68 5,780.02 4,550.20 4 6 0 4 0 80 Appendix *Appendix A 32
  • Peaceful TransiTions A) Population of Canada, Data of FAO, year 2009; Number of inhabitants in millions *Appendix B Population Growth Rates Derived from: Statistics Canada - (table) Population and Dwelling Counts, for Canada, Provinces and Territories, 2006 and 2001 Censuses - 100% Data 33
  • Peaceful TransiTions *Appendix C 1996 http://www.statcan.gc.ca/c1996-r1996/feb17-17fev/vm-mv-can-eng.htm 2001http://www12.statcan.ca/english/census01/products/highlight/Ethnicity/Page.cfm? Lang=E&Geo=PR&Code=0&View=1&Table=1&StartRec=1&Sort=2&B1=Counts Percentage of national Rank Name and flag Abbr 2006 pop. 2001 pop. Growth % Change pop. 1 Ontario ON 12,160,282 11,410,046 750,236 6.6 38.47% 2 Alberta AB 3,290,350 2,974,807 315,543 10.6 10.40% 3 Quebec QC 7,546,131 7,237,479 308,652 4.3 23.87% 4 British Columbia BC 4,113,487 3,907,738 205,749 5.3 13.01% 5 Manitoba MB 1,148,401 1,119,583 28,818 2.6 3.63% 6 Nova Scotia NS 913,462 908,007 5,455 0.6 2.89% 7 Northwest Territories NT 41,464 37,360 4,104 11.0 0.13% 8 Nunavut NU 29,474 26,745 2,729 10.2 0.09% 9 Yukon YT 30,372 28,674 1,698 5.9 0.09% 10 Prince Edward Island PE 135,851 135,294 557 0.4 0.43% 11 New Brunswick NB 729,997 729,498 499 0.1 2.31% 12 Newfoundland and Labrador NL 505,469 512,930 -7,461 -1.5 1.60% 13 Saskatchewan SK 968,157 978,933 -10,776 -1.1 2.96% Total Canada 31,612,897 30,007,094 1,605,893 5.4 100.00% 2006http://www.recensement2006.ca/english/census06/data/highlights/ethnic/pages/Page.cfm? Lang=E&Geo=PR&Code=01&Table=1&Data=Count&StartRec=1&Sort=2&Display=Page 34
  • Peaceful TransiTions Year 1996 1996% 2001 2001% 2006 2006% South Asian 670,590 2.35% 917,070 3.09% 1,233,275 4.00% Chinese 860,150 3.02% 1,029,395 3.47% 1,168,485 3.70% Black 573,860 2.01% 662,215 2.23% 783,795 2.50% Filipino 234,195 0.82% 308,575 1.04% 389,550 1.30% Latin American 176,970 0.62% 304,245 1.00% Arab 265,550 0.90% Southeast Asian 172,765 0.61% 231,425 0.70% West Asian 156,700 0.50% Korean 64,835 0.23% 138,425 0.40% Japanese 68,135 0.24% 60,415 0.20% Multiple visible minorities 61,575 0.22% 104,215 0.30% Visible minority, n.i.e. 69,745 0.24% 71,420 0.20% *Appendix D - http://www.statcan.gc.ca/ daily-quotidien/100325/t100325a1- Total visible minority population 3,197,480 11.21% 3,983,845 13.44% 5,068,095 16.20% eng.htm Components and factors of demographic growth Non-Visible Minority Population 25,330,645 88.79% 25,655,185 86.56% 26,172,935 83.78% Fourth quarter Fourth quarter Fourth quarter 2008 and fourth Total Population 28,528,125 100.00% 29,639,030 20081 100.00% 20092 31,241,030 100.00% quarter 2009 number difference Total growth 64,572 57,473 -7,099 Natural increase 30,063 29,610 -453 35
  • Peaceful TransiTions Components and factors of demographic growth Fourth quarter Fourth quarter Fourth quarter 2008 and fourth 20081 20092 quarter 2009 Births 92,348 93,731 1,383 Deaths 62,285 64,121 1,836 Net international 34,509 27,863 -6,646 migration Immigration 53,544 56,370 2,826 Net non-permanent -8,349 -17,765 -9,416 residents Emigration3 10,686 10,742 56 1. Updated estimates. 2. Preliminary estimates. 3. Emigration also takes into account net temporary emigration and returning emigration. * Appendix E - http://maps.google.ca 36
  • Peaceful TransiTions readingt.readingcities.com *Appendix F 37
  • Peaceful TransiTions We assist Canadian immigrants find safe and affordable rental housing. Specializing in serving the Indian community, we help people find housing conducive to their lifestyle and cultural needs through individualized counseling. All of our counselors are proficient in both English and Hindi so that we many better serve our clients. Call one of our very knowledgeable and dedicated counselors today and let us help you find a home! CALL US TODAY!! 416 272-4423 or visit us at peacefultransitions.com Email: peacefultransitions@rogers.com References http://www.canamgroup.com/ 38
  • Peaceful TransiTions http://cnews.canoe.ca/CNEWS/Canada/2007/03/13/3742894.html http://www.edwiseinternational.com/sitehtm/aboutus.htm http://en.wikipedia.org/wiki/Economic_impact_of_immigration_to_Canada http://en.wikipedia.org/wiki/Gerrard_Street,_Toronto http://en.wikipedia.org/wiki/Immigration_to_Canada http://www.garamchai.com/LittleIndiaGlobal.htm http://im.metropolis.net/research- policy/research_content/doc/Housing_issues_facing_newcomers_to_Canada_ROSE.pdf http://www.moneyinstructor.com/art/communityliving.asp http://www.statcan.gc.ca/cgi-bin/imdb/p2SV.pl? Function=getSurvey&SDDS=4422&lang=en&db=imdb&adm=8&dis=2 http://www.statcan.gc.ca/imdb-bmdi/document/4422_D1_T1_V3-eng.pdf http://www.thechopras.co.in/aboutus.php?flag=aboutus http://www.toronto.com/shopping/listing/179994 http://www.y-axis.com/aboutus.html 39