The document proposes an e-commerce app called wholeSALE that would connect businesses and wholesalers. It would provide a platform for suppliers to list products for free while charging commissions on transactions. The app aims to make finding genuine wholesalers easier by verifying suppliers and offering safe payment options. It plans to target small and medium businesses in India and earn revenue through commissions, subscriptions, and online marketing services for suppliers. The document outlines strategies around product offerings, pricing, promotion, distribution and implementation to achieve the goals of expanding business services and connecting with thousands of merchants within five years.

1. wholeSALEbuy in bulk. ANYTHING.

2. EXECUTIVE SUMMARY

3. What comes to our mind
when we think of purchasing
retail products online?

4. Well, we use any of these and make our purchase.
EASY !!

6. Would it
be that
easy
now?

7. Assuming you have decided the product to
buy on wholesale. The very next step, to find a
genuine, and trustworthy source for purchasing
the product at low cost with minimal
headaches would turn out to be one of the
most challenging tasks. This step takes a great
deal of legwork and research, with thousands
of distributors and warehouse operations
competing for business.

8. And if you plan on finding your wholesaler
online, which is becoming more and more
dangerous place for finding wholesalers,
chances are you might end up dealing with
a fake supplier.

9. would be an e-commerce app that would provide
business-to-consumer and business-to-business sales
services via app portals. It would provide the fundamental
technology infrastructure and marketing reach to help
merchants, brands and other businesses to leverage the
power of the Internet to engage with their users and
customers.
wholeSALE

10. 1 2 3
HOW TO USE (for buyers)
Search for a supplier
for a product and start
an order.
Negotiate terms with the
supplier and confirm
order.
Make payment to the
bank account designated
by wholesale.

11. for sellers…
1. Create your account by filling in your basic details.
2. Enter the product names and respective keywords that you want to supply. Also
enter the product category.
3. Enter a brief and a detailed description of your product to help buyers understand
you product better.
4. Add product details like brand name, model number, place of origin, etc. and
add an image of the product.
5. Select the payment and shipping terms.
6. Create a company profile by entering your Company name and address. Also
select the business type and fill in what Product/Services you sell.

12. SITUATION ANALYSIS

13. 450 million internet users in India.
2.3bil USD TO 17.5bil USD
Is the growth of e-commerce sales in India in 2015
100 millionIndian consumers who purchase online.
MARKET OVERVIEW

14.  Simple, efficient and easy to use.
 Strong technical infrastructure and marketing reach.
 Diversity in holdings.
 Working with authorized suppliers and wholesalers, and building good relationships
with merchants.
 Forming a ‘collective entrepreneurship’ between the app and the merchants.
We provide the platform, the merchant provides the products.
 Building a ‘Trade Assurance’ model, which would provide quality and service
assurance.
CORECOMPETENCIES AND STRATEGIC ASSETS

15. COMPETITORS

16. POINTS OF
PARITY
Offer low prices for almost every
commodity.
E-commerce operations providing
diverse products.
Earns revenue by charging
commission on sales.
POINTS OF
DIFFERENCE
Clear market segmentation by focusing
heavily on business to business sale services.
Holds no inventory.
Does not own products and sell them. It
connects businesses by acting as a middle
man.
Does not participate in logistics such as
sourcing, storage and shipping.
Provides diverse range of raw materials in
bulk.
POP’S AND POD’S WRT AMAZON

17. OPPORTUNITIES
 Untouched domestic market in
terms of wholesale business.
 Large number of online users
implies potentially large user base.
 Rising investments and demand of
e-commerce portals.
 SMEs moving away from own web
shops towards online
marketplaces.
 Growing trend of entrepreneurship
and increasing number of business
opportunities in India.
THREATS
 Indian online market is becoming
highly competitive, with new
competitors entering quickly and
eroding operation margins.
 Very easily replicable model by
other competitors.
 Other competitors attacking
market segments by spending a lot
in advertising.
 It may take time to build trust with
the Indian retailers and businesses
as the idea is novel.

18. TARGET CUSTOMERS
Wholesale suppliers, traders, and distributors.
Large, Medium and Small Businesses.
Individuals looking for purchasing products in bulk.

19. GOAL

20. Expanding its focus on business to consumer services.
Developing its own payment system within five years.
Selling products to about 10 million consumers within five
years.
Collaborate with about 5000 merchants within five years.

21. STRATEGY

22. For sellers….
Unlike e-bay, there would be no listing fee charged by Wholesale from sellers.
There would be a commission cut from sellers revenue on every transaction
made through the app.
A subscription fee would be charged to sellers who maintain storefronts in the
marketplace.
Merchants can also pay to place their products higher in priority to gain visibility
for their products, or to reach more customers through search ads
Offering online marketing services where sellers pay them marketing fees to
acquire user traffic.

23. For buyers…
Filtering out the best authorized suppliers.
Multiple safe payment options.
Low transaction fees.
Worry free shipping and Quality
Quality Dispute Refund
Shipping Delay Refund.

24. For company…
Wholesale will partner with the major logistics providers in the
country which would manage shipments. It would not participate
in logistic operations but will only connect the suppliers and the
logistic providers.
Wholesale would not hold any inventory and would act as a
middleman connecting businesses.
Will earn revenue by charging a commission on each transaction
from the seller. It would also charge for value added services, and
membership subscriptions.

25. VALUE
PROPOSITIONS

26. For sellers…
By subscribing, sellers would get following
services
 Top tier ranking
 Unlimited Product Display
 Access to buyers (sellers could
contact buyers)
 A verified Icon
 A customized website
 Personalized Customer Service
For buyers…
On subscribing, buyers would
get to maintain a ‘buyer’s
profile’ which they could
enhance by placing online
orders and gain access to
certain premium features.
These include special discounts
on clearance sales and bulk
buying offers. They would also
get a ‘Request Me’ Option
where authorized sellers would
approach them based on their
request.

28. PRODUCT AND SERVICES
Wholesale would work for both buyers and sellers.
Seller can list their products for free, while buyers could search for
suppliers offering products in bulk.
Buyers could connect with authorized suppliers easily through the app.
Most of its revenue would be earned from its sellers. (commission and
subscription fee).

29. PRICING
Listing products would be free of cost for suppliers.
Wholesale would charge a commission between 3 – 5 % for each transaction
based on the merchant product category.
Subscription fee would be Rs 5000 per month for sellers.
Subscription fee for premium features for the buyers would be Rs 300 per
month.
Wholesale would charge value adding fees for online marketing services for its
suppliers looking for acquiring user traffic.

30. PROMOTION
Will have to reach to small and medium businesses. This would be achieved by
collaborating with the government to encourage e- commerce for its businesses. Word
of mouth would also play a major role.
Tapping into the social and cultural values of the people would play a major role in
promoting the app. Wholesale would be projected as a symbol of a developed and
modern marketplace.
Use of social media like Facebook and Twitter would help spreading popularity.
Trial services would be offered to new and reluctant consumers for a few months.
Referral programs, Wholesale money wallet topups etc would make using the app
profitable for buyers and sellers.

31. DISTRIBUTION
wholeSALE would be
available on

32. IMPLEMENTATION
• Look for government support in encouraging the small and medium enterprises
to start searching for genuine wholesalers through the app at minimal prices.
• Including subsidized products and raw materials by the government in a
certain section of the app.
• Hire skilled app developers and designers to build an easy to use and efficient
app.
• Collaborate with large manufacturing companies to find authorized
wholesalers and invite them to use the app (outline a discount offer for them).

35. DISCLAIMER
Created by Akshat Srivastava, BITS Pilani Goa Campus,
during a marketing internship by Prof. Sameer Mathur,
IIM Lucknow