This document outlines a business plan for the General vertical of the classifieds website Dealfish.co.ke for the year 2012. The plan aims to grow listings by 15,000 in the next 3 months and control 90% of the General classifieds market. It will focus on hiring salespeople, improving the user interface, and conducting aggressive online and offline marketing. The financial plan projects costs of 7 million KES and forecasts sales of 46 million KES from banner ads, pay-per-click campaigns and premium listings. The break even point is estimated at 39 million KES in annual revenue.

1. Vertical Business Plan for the year 2012
Table of Contents
Title …………………………………………………………………………………………………………Page Number
1. Executive Summary ………………………………………………………………………………………....2
2. Business Objectives…………………………………………………………………………………………...2
3. Keys to success …………………………………………………………………………………………………..2
4. Target market …………………………………………………………………………………………………….2
5. Sales and Marketing plan…………………………………………………………………………………..3
6. Financial plan ………………………………………………………………………………………………...…4
I. Costs and expenses …………………………………………………………………………….4
II. Sales forecast……………………………………………………………………………………...5
III. Break even analysis………………………………………………………………………….….5
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2. Executive Summary
The General vertical comprises of several subcategories which are directly managed by a team of 4
professionals’ i.e. General category manager, product Ambassador, data entry and an Agent, the Main
Objective of this business vertical as part of the www.dealfish.co.ke website is to ensure that it remains
to be the leading classifieds site in Kenya by listing quality data in a trusted online environment, the
General category vertical also plans to grow listings by 15,000 in the next 3 months
Business Objectives
The Main Objectives of this Vertical are:
1) To control 90% of the General classifieds business
2) Grow the General listings to 60,000 by 1st of July 2012 i.e. Adding (10,000 Each Month)
3) To be the best General Classifieds online portal in Kenya by providing the best Navigational
features and a user friendly site.
4) To meet customer expectations and need (customer satisfaction)
Keys to Success
The Keys to success are;
1) Hiring the best and professional sales people in Kenya i.e. Bring in Business
2) Upgrade and develop a UI and add functionality to enrich features, increase functionality, and
deliver a value-added product that produces cost savings for customers that far exceed the
product cost i.e. with a mailing list we can reach thousands of users per day.
3) Product quality, ease of use, world-class customer service and support e.g. direct emails,
handling Zen desk in Time
4) Aggressive marketing both online and offline , e.g. distribution of flyers, retail shop stickers (our
products are now on Dealfish.co.ke)
Target Market Strategy
The target market in this vertical is the end user whose main objective is to sell through advertising
online.
i) Market Size
The Kenyan Market currently has Over 25,000 SMEs these are traders and business organization
intending to meet their prospects through online and offline media channels.
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3. ii) Demographics - The Statistics
59% of Kenyans online are male, 41% female. When it comes to age, the highest number of online
Kenyans is between the ages of 20-25 who account for 54% of all internet users, most of whom can be
targeting through social media channels like Facebook, twitter and LinkedIn.
Sales and Marketing Plan
The successes of this vertical relies on online platforms and direct marketing channels to target and
reach my prospects, below is a breakdown of how online and direct marketing will be used.
Employee Online Activity Offline Activity
Category Manager I. Prepares a weekly mailing I. Daily Customer visits
list to send newsletters to to build relationships
clients, and identify prospects.
II. Sales Calls,
III. Customer service through
zendesk
Product Ambassador I. Prepare business I. Distribution of
profiles(14 weekly) for merchandise to
traders and send customers and
notification emails to all educate them on how
to use the site.
II. Ensure visibility of
Dealfish Brand in all
retail outlets
Sales executives I. Constant communication I. Track businesses
through email to close a interested in listing
sale. their services online at
II. Use social media a fee.
platforms to identify and II. Convincing traders to
communicate to prospects advertise their
products online
through sales
presentation
Data Entry I. Ensure quality data entry N/A
on behalf of our Key
accounts,( 200 Listings Per
day)
II. Prepare a mailing list for
all clients
Agents I. Ensure quality data entry I. Distribution of
of identified prospects i.e. brochures and flyers to
meet a target of 200 traders and explain to
listings per day clients on how to use
dealfish
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4. Financial Plan
The financial plan of this Vertical is broken down into 3 stages,
I. Costs and expenses incurred during the business process,
II. Sales forecast
III. Break even analysis.
Costs and expenses
The costs and expenses are projected as follows;
Item Description Cost Kshs (Jan2012 – Dec 2012)
Salaries/ Wages C.M, P.A, D.E,S.E 3,192,000
(120,000+54,000+32,000+40,000)
Advertising Brochures and Newspaper Ads 1,000,000
Miscellaneous expenses Taxi for sales visits (30,000 per 360,000
month)
Rent/Lease Business residential (45,000 Per 540,000
month)
Events Field Trips and Business 2,000,000
workshops
TOTAL 7,092,000
Sales forecast and strategy.
To achieve and meet my sales target, I would like to propose and consider the following sales
techniques,
a) Banner Advertising,
Any user can place a banner at a considerable rate of Kshs 250,000 for 1 month
Banners will not be stationary i.e. we can advertise for many clients simultaneously by having iMovie
banners,
Discounts will be given to those willing to extend.
b) CPC /PPC ( cost per click / pay per click )sales
We can charge users for business leads, e.g. Kshs 45 ($0.5) per day
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5. c) Premium Listings
We can charge those users who want their Ads to appear at the top of the Search Page, a cost of 300 per
listing per week is affordable.
Sales Forecast
Considering the rates above we can have a reasonable and achievable sales target annually as
follows
Product No. of subscribers Duration( 1 Year) Cost (Kshs)
Banners 10 @ Kshs 250,000 1 year 30,000,000
CPC/PPC 100 @ Kshs 40 x 1 year 1,620,000
30=(135,000)
Premium Ads 1000 @ Kshs 300 per 1 Year 14,400,000
week=(1,200,000)
TOTAL 46,020,000 (EBT)
Break Even analysis
Break even analysis considers the point at which the business will fully meet the TC (total cost of running
the entire business)
With the financial statements stated above the total cost for the period (Jan 2012 to Dec 2012) would be
equal to 7,092,000 considering the FC (Fixed cost only) i.e.
a) Salaries/wages = 3,192,000
b) Rent/ Lease = 540,000
Total FC = 3,732,000
Break Even =Revenue – (FC+VC)
=46,020,000 – (3,732,000 + 3,360,000)
=Kshs 38,928,000
This Vertical can make projected Sales revenue of up to Kshs 38,928,000 Annually
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