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 1
––
Handmade☀Sustainable☀Fair	
  Trade	
  
	
  
	
  
	
  
	
  
SHinE	
  	
  
	
  
	
  
Beyond	
  your	
  living	
  room....
 2
Social Business Proposal
Professor Deimel
Jalaj Batta, Shay Clark, Olga Lebedeva, Sung Wang
Bonn-Rhein-Sieg University ...
 3
Contents
Executive Summary................................................................................................
 4
Social Media .............................................................................................................
 5
Executive Summary
Mission
To provide artisan handicraft manufacturing skills and jobs to women from the slums
of Bihar ...
 6
Numbers derived from a 2011 survey show that 72% of Germans and 58% of
Indians trust and are interested in buying Fair ...
 7
Serviceable Obtainable Market
Competition: IKEA, artists, and other Fair trade lamp producers
Sales channels: Amazon Ma...
 8
Barriers to entering the market include lower cost alternatives from popular
franchises, such as IKEA and OBI, which se...
 9
SHinE Founders
Jalaj Batta
Organizational manager, Employee development, Training, HR
CSR & NGO Management MBA
M.Sc in ...
 10
 11
Company Concept
Company Overview
SHinE is not just a lamp maker, we bring more than light into a room. A social
busine...
 12
Handmade, Eco-Friendly, Fair trade, and 100% sustainable: SHinE lamps are a
beautiful solution to your lighting needs ...
 13
India with middle and high incomes who are considering renovating their homes.
Additional focus is on younger, politic...
 14
Market Analysis / Needs Assessment and Research
Demonstration of market need
A need for social business exists in the ...
 15
According to the Globescan survey in 201120
, India has an increasing middle class
and many young customers. The resea...
 16
o Provide women's empowerment coaching via partnerships with local
NGO's24
o Hire exclusively women in an effort to in...
 17
Competition
Handmade paper lamp competitors:
Ambient Art.com25
Brenda Bolte Artworks
Seatlle, WA USA
100-400 EUR per l...
 18
Cocoa Leaf Lamp
85 EUR
Om Gallery - Retail Store28
1201 Pacific Ave
Santa Cruz, CA 95060
The Camphor Tree29
30-50 EUR
...
 19
Marketing Plan
Strategy and positioning
SHinE team creates a SWOT analysis of our marketing position:
Strengths Opport...
 20
Germany, such as Scandinavian countries of Sweden, Norway, Denmark, and
Finland.
Pricing
Fair trade and sustainable li...
 21
● Amazon marketplace 36
- It is possible to sell goods on the Amazon
Marketplace in India
● Craftsvillaalas.com37
- pr...
 22
Communication strategy: Social Media, Advertising, Promotion and PR
Social Media
SHinE will open accounts in many popu...
 23
The SHinE logo and motto:
“SHinE” is unique: Research shows that there is no company called “SHinE” yet.
However, ther...
 24
Public Relations
There are many ways to introduce the mission and vision of SHinE to the public, in
our public relatio...
 25
Product and Program Development
Certification Considerations
Though SHinE products are Fairtrade by nature, official c...
 26
should be promoted. The group must be a legally recognized organization working
with a group of producers
○ SHinE must...
 27
The next step would be to experiment with the lamp making materials to create a
product line that can be sold on deman...
 28
Operations Plan
Operating Cycle
Refer to appendix A.
How the Venture Works
Marketing, sales, finance, strategic planni...
 29
Manufacturing Process
SHinE process of producing recycled handmade paper lamps56
.
1. Make handmade paper
1.1. Collect...
 30
Lamp Material Cost Breakdown
● Hand Wind Portable Mechanic Paper Shredder57
15 EUR
● Manual Food Processor58
for chopp...
 31
• Modern Vintage Industrial Loft Black Iron Line Pendant lamp and 2014
Newest modern folding Silicone pendant lamp66
C...
 32
Shipping and Storage
SHinE chooses the Amazon as our shipping partner. We will rent a space for
preserving SHinE lamps...
 33
Local Resources
Out of date newspapers and non-waxy, non-glossy scrap paper will be sourced from
the locale. To make t...
 34
The average minimum wage for unskilled Indian workers is 1.50 EUR per day78
.
Estimations of wages to SHinE artisans a...
 35
labor should be secured and protected and there should be relevance of dignity of
human labor
● Fair wage should be pr...
 36
At the end of first year, we will examine the financial performance of SHinE in past
12 months (included: sales, profi...
 37
Management Team
Organization (Chart)
The SHinE will have the following departments: marketing, sales, finance and HR.
...
 38
Competence: Sung worked for her university newspaper for 3 years with additional 3
years NGO experience in public rela...
 39
Financing Requirements and Opportunity
Plan of production
5 women produce 20 lamps in 6 hours with 10 day for drying t...
 40
The flour is necessary for the process of making paper mache. It is calculated that
the ratio of paper and flour is 1:...
 41
Level of revenues from
sales (thousands EUR) 70% 80% 90% 100% 110% 120% 130%
Result indicators
NPV for full investment...
 42
Profit and loss statement shows the revenues, costs and expenses that
are planned to incur within 3 years of planning ...
 43
Statement of cash flow estimate for the next three years
Unit of Measure: €
Items 1st year 2nd year 3rd year
Operation...
 44
Annexes
Annex A
CURRICULUM VITAE
Jalaj Batta
Date of Birth: 3th
June, 1988
Nationality: Indian
H.No.70 Gandhi Colony M...
 45
Punjab School Education Board Aggregate Percentage: 70%
INTERNSHIP
Two Months Internship (2009): Doordarshan Kendra, J...
 46
Annex B
Shay Clark
PROFILE
I am a current MBA student with experience in project management, public relations,
marketi...
 47
NGO Co-Founder & Vice President
University Students Coordinating Awareness and Relief Efforts (U-CARE)
Arkansas, USA S...
 48
Annex C
Curriculum Vitae
Sung WANG 王頌
E-Mail iamisis@gmail.com
Address Hubertusplatz 2
52064 Aachen, Germany
Personal
...
 49
• Responsible for office administration and data/document processing.
• Editorial and spell check.
Sep. 2011 – Aug. 20...
 50
Annex D
Curriculum Vitae
Name:
E-mail:
Phone:
Date and place of birth:
Nationality:
Work Experience:
03.2014-06.2014
0...
51
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BusinessPlan-SHinE Final Version

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BusinessPlan-SHinE Final Version

  1. 1.  1 –– Handmade☀Sustainable☀Fair  Trade           SHinE         Beyond  your  living  room.   She  SHinEs  because  of  you.   A social business venture ending the cycle of poverty for Indian women and their families
  2. 2.  2 Social Business Proposal Professor Deimel Jalaj Batta, Shay Clark, Olga Lebedeva, Sung Wang Bonn-Rhein-Sieg University of Applied Sciences CSR & NGO Management MBA Program February 2015
  3. 3.  3 Contents Executive Summary......................................................................................................5   Mission.....................................................................................................................5   Vision .......................................................................................................................5   Business Concept....................................................................................................5   Market Size and Opportunities.................................................................................5   Serviceable Available Market...................................................................................6   Serviceable Obtainable Market................................................................................7   Product Description..................................................................................................7   Key Competitors ......................................................................................................7   Key Advantages and differentiation .........................................................................8   SHinE Founders.......................................................................................................9   Company Concept......................................................................................................11   Company Overview................................................................................................11   Description of Industry ...........................................................................................11   Product Overview...................................................................................................11   SHinE Lamp Designs.............................................................................................12   Factors giving rise to opportunity...........................................................................12   Target Market.........................................................................................................12   Sources of revenue................................................................................................13   Key drivers for success..........................................................................................13   Market Analysis / Needs Assessment and Research.................................................14   Demonstration of market need...............................................................................14   Market Size and Social Trends..............................................................................14   Target addressable audience and projections.......................................................14   Willingness of Customers to Pay ...........................................................................15   Value Added For Customers and Problems Solved ..............................................15   Competition............................................................................................................17   Projected sales scope of the product.....................................................................18   Marketing Plan............................................................................................................19   Strategy and positioning ........................................................................................19   Strategy..................................................................................................................19   Pricing....................................................................................................................20   Distribution and selling...........................................................................................20   Communication strategy: Social Media, Advertising, Promotion and PR...................22  
  4. 4.  4 Social Media ..........................................................................................................22   Advertising .............................................................................................................22   The SHinE logo and motto:....................................................................................23   Promotion...............................................................................................................23   Public Relations .....................................................................................................24   Product and Program Development ...........................................................................25   Certification Considerations...................................................................................25   Development Status and Next Steps.....................................................................26   Costs and Budget for Product Development..........................................................27   Risk Factors...........................................................................................................27   Operations Plan..........................................................................................................28   How the Venture Works.........................................................................................28   Manufacturing Process ..........................................................................................29   Lamp Material Cost Breakdown.............................................................................30   Shipping and Storage ............................................................................................32   Packing ..................................................................................................................32   Retail Locations .....................................................................................................32   Local Resources ....................................................................................................33   Physical Facilities and Equipment .........................................................................33   Human Resources (hiring, requirements, training, compensation)........................33   Regulatory and Legal issues..................................................................................34   Venture timeline and schedule...............................................................................35   Management Team ....................................................................................................37   Organization (Chart) ..............................................................................................37   Key Management Personnel..................................................................................37   Management compensation and ownership ..........................................................38   Board of Directors..................................................................................................38   Financing Requirements and Opportunity..................................................................39   Plan of production..................................................................................................39   Demand of materials..............................................................................................39   Break even analysis...............................................................................................42   Statement of cash flow estimate for the next three years......................................43   Annexes......................................................................................................................44   Annex A .................................................................................................................44   Annex B .................................................................................................................46   Annex C .................................................................................................................48   Annex D .................................................................................................................50  
  5. 5.  5 Executive Summary Mission To provide artisan handicraft manufacturing skills and jobs to women from the slums of Bihar in a safe, fair and social space. To empower SHinE artisans and enhance their worth and respect in their homes and communities by increasing opportunities for them to earn a fair wage, educate and nourish their families, move out of slum dwellings and prepare for the future financially. Vision An educated, financially secure, empowered, gender equal Indian workforce motivated to care for themselves and the Earth while enjoying a high quality of life. Business Concept SHinE provides more than lighting; it improves lifestyles for generations to come. Sustainable and Fair trade, SHinE handmade recycled lamps are modern, unique, and made with a deeper goal in mind: ending poverty from the roots upward. From paper pulp made from old newspaper and scrap paper in the surrounding area, to our homemade organic glues and natural paints sourced from neighboring Indian states: every element of our products and their manufacturing process support the environment, communities, and economies of India and the world. With a direct focus on sound CSR practices, SHinE pays artisans a fair wage to produce the lamps in a central facility located near the slum area in Bihar, India. The company empowers these women to be self-sufficient through financial independence by offering finance planning and providing opportunities for the trained, loyal members to become managers and buy company shares. These women who had no access to gainful employment before will have a higher standard of living and can now use their income to educate and buy nutritious food for their families, move out of the slum areas, afford basic health care and plan for their financial future. Market Size and Opportunities SHinE will first target markets in Germany and India via brick-and-mortar Fair trade shops and online stores. 3 Dimensions of Market Size: Total Addressable Market Serviceable Available Market Serviceable Obtainable Market Total Addressable Market Target Market Populations of Germany and India Middle or high income respective to country of residence Interested in buying Fair trade products Undertaking home renovation
  6. 6.  6 Numbers derived from a 2011 survey show that 72% of Germans and 58% of Indians trust and are interested in buying Fair trade products. This means that more than half of the population in these two countries is a potential target market for Fair trade products. Additionally, in 2013 the population of Germany was 80.62 million and India’s population was 1.252 billion, which leads us to the conclusions: 58 million people in Germany and 726 million people in India are potentially willing to purchase Fair trade products. So SHinE’s total addressable market in these countries is approximately 784 million people! Serviceable Available Market Number of middle and higher income households in Germany and India According to the income distribution in 20111 , there are 18 million (45.3%) middle class households in Germany who had higher income. As for India2 , there will be 55.3 million (28.8%) middle class households in 2015-16. How often people do renovation in their household Germany3 : approximately 5.7 million households willing to do renovation in their homes per year. (People renovate their houses after 5-9 years, the number of household in Germany is 40 million in 20084 .) India5 : approximately 27 million household willing to do renovation in their homes per year. (People usually re-decorate their houses after 6-8 years, the number of household in India is 192 million in 20016 .) Estimate of target market population interested in SHinE lamps Serviceable Available Market = % Households willing to do renovations X % Middle class households X % Population Interested in Buying Fair trade products Germany: 5.7 million X 45.3% X 72%= 1.86 million India: 27 million X 28.8% X 58%= 4.5 million All in all, there will be 6.36 million people (1.86 million German and 4.5 million Indian) who trust Fair trade products, can afford a SHinE lamp and consider renovating their houses...and thus would be interested in buying a SHinE product. 1 The survey shows about 22.1% of German had 4000 EUR payment per month. http://www.gfk- geomarketing.de/fileadmin/newsletter/pressemitteilung/bevoelkerungsstrukturdaten_2011.html 2 Hindustan Times: India's middle class population to touch 267 million in 5 years. http://www.hindustantimes.com/india-news/newdelhi/india-s-middle-class-population-to-touch-267-million-in-5- yrs/article1-659159.aspx 3 According to the German law: “In vielen Formularmietverträgen werden seitdem Fristen von fünf, sieben und neun Jahren verwendet.” Source from: http://ratgeber.immowelt.de/wohnen/recht/tipps-fuer- vermieter/artikel/artikel/wann-ein-mieter-renovieren-muss.html 4 Wikipedia, List of countries by number of households: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_households 5 Survey of Indian women “how often do you renovate your home?” 6 Wikipedia, List of countries by number of households: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_households
  7. 7.  7 Serviceable Obtainable Market Competition: IKEA, artists, and other Fair trade lamp producers Sales channels: Amazon Marketplace, Online Fair trade shops and Fair trade shops in India and Germany Analysis element: Depend on fair trade market share of whole market. A report7 shows the fair trade market only takes 3% of whole market. SHinE has 6.36 million potential customers in serviceable available market, so we will have 0.19 million people in the Serviceable Obtainable Market. Product Description Feng Shui meets modern Eco Warrior chic in our SHinE designs8 . Our lighting pieces are more than sustainable, unique, and handmade: they are unique rays of hope for a brighter tomorrow. Women living in the slums of Bihar, India collect newspapers, grind them into pulp, and mix them with organic glues and paints, alas creating exclusive works of art. Your opportunity to decorate your home with meaningful pieces produced with fair labor and sustainable materials has arrived. Each lamp is one of a kind, easy to source, inexpensive to make, lightweight to ship, and has a high return on investment, as each initial 92cm lamp costs 17 EUR to make and will be sold for 100 EUR. As competitors, such as IKEA and OBI sell similarly designed non-organic or sustainable, factory produced lamps for 5-125 EUR, and handmade fair trade competitors and artists sell similar lamps for 30-400 EUR, a price of 100 EUR for a physically large, handmade, fair trade product is very realistic. SHinE lamps function as reading lights or ambient lighting, as lower wattage should be used with these lanterns to prevent fire hazard. Our lamps are made for wattage with energy saving light bulbs (not included)9 . Key Competitors Our key competitors in Germany, India and online are makers of fair trade lamps, handmade paper lamps, private artists, and large retail chains. These distributors sell pendant-hanging lamps of similar styles to those made by SHinE for 5-400 EUR. 7 “Fair Trade - In or Against the Market?” by Matthias Schmelzer http://www.threefolding.org/essays/2007-01- 001.html 8 Pictures from CreaReDesign https://www.etsy.com/shop/CreaReDesign?ref=l2-shopheader-name 9 Examples: EcoSmart 9 Watt Soft White Compact Fluorescent (CFL) Light Bulbs 4-Pack, 40 Watt Equivalent, 550 Lumens will work brilliantly. EcoSmart 9 Watt Soft White Compact Fluorescent (CFL) Light Bulbs 4-Pack, 40 Watt Equivalent, 550 Lumens
  8. 8.  8 Barriers to entering the market include lower cost alternatives from popular franchises, such as IKEA and OBI, which sell mass produced pendant hanging lamps for 5-125 EUR. SHinE will overcome this barrier by targeting higher end markets more likely to look for more unique art pieces and shop for fair trade products through use of internet advertising via social media sources frequented by high income individuals and by partnering with brick and mortar fair trade shops in Germany and India where our target market already shops. SHinE lamps found a niche and will lead the way in high end, sustainable, fair trade, organic, one of a kind art pieces. In this category, no other lamps with our combined design or business concept are being made: a definite strength for SHinE. Key Advantages and differentiation ● 100% Fair trade ● 100% Sustainable, ALL materials are organic or recycled ● Safe to manufacture, natural, non-toxic materials ● Socially responsible, we take good care of our employees and stakeholders
  9. 9.  9 SHinE Founders Jalaj Batta Organizational manager, Employee development, Training, HR CSR & NGO Management MBA M.Sc in Rural Communication Jalaj has management experience and engaged in women’s empowerment with rural women in India. (See Annex A) Shay Clark SHinE Product Development, Marketing, Sales, HR CSR & NGO Management MBA Psychology BA, Management minor Shay has 5 years experience founding, managing and working for various NGOs. Additional experience in sustainable architecture and design, project management and market research. (See Annex B) Olga Lebedeva Finance manager, Strategic Planning Education: CSR & NGO Management MBA International Relations BA Organizational Management Diploma Olga has startup experience and experience on finance planning and reporting; has been working for 3 years as a project manager. (See Annex C) Sung Wang Sales manager, Marketing, Packaging, HR, PR CSR & NGO Management MBA Chinese Literature BA Education, and Media Management minor. Sung worked for her university newspaper for 3 years with additional 3 years NGO experience in public relations and as a project manager. (See Annex D)
  10. 10.  10
  11. 11.  11 Company Concept Company Overview SHinE is not just a lamp maker, we bring more than light into a room. A social business providing jobs to female slum dwellers in Bihar, India, by utilizing sustainable materials, encouraging organic local companies, SHinE positively enhances the local community in which it works, the overall environment and the Indian economy. Description of Industry Though SHinE products are extremely unique, they fit into several different industry categories: sustainable lighting, art and Fair trade housewares. The sustainable lamp industry10 fills the market need for lighting systems in the home and anywhere a lamp is needed. Most “sustainable” lamps are made from recycled or natural materials and use energy efficient lighting systems. The artistic housewares industry provides consumers with functional items which can be used in the home, but which also are unique and aesthetically appealing. “The Fair trade1112 housewares and handicrafts industry is not about charity. It is a holistic approach to trade and development that aims to alter the ways in which commerce is conducted, so that business can empower those living in poverty through selling their products. Fair Trade Organizations seek to create sustainable and positive change in developing and developed countries. Fair trade is an economic partnership based on communication, transparency, and respect. Fair trade seeks to create greater equity and partnership in the international trading system by: ● Creating Opportunities for Economically and Socially Marginalized Producers ● Developing Transparent and Accountable Relationships ● Building Capacity ● Promoting Fair trade ● Paying Promptly and Fairly ● Supporting Safe and Empowering Working Conditions ● Ensuring the Rights of Children ● Cultivating Environmental Stewardship ● Respecting Cultural Identity Product Overview SHinE lighting goes beyond your living room, as it showers you with light and radiant positive energy, reminds you of “the bigger picture”, and starts conversations with guests. You will know that your purchase means the woman who created your lamp herself has, and can provide for her family; a higher quality of life, more days in school, and regular meals. She SHinEs because of you. 10 Sustainable lighting description from Eleek Inc. Custom sustainable Lighting http://www.eleekinc.com/lighting/pendants/ 11 Explanation of Fair trade from http://www.Fair trade.org.uk/en/what-is-Fair trade 12 Explanaition of Fair trade from http://www.Fair traderoots.com/about-us/what-is-fair-trade/
  12. 12.  12 Handmade, Eco-Friendly, Fair trade, and 100% sustainable: SHinE lamps are a beautiful solution to your lighting needs and the needs of society and the environment. Every ingredient that goes into our homemade glues and natural paints are non-toxic, locally sourced and organic. This means a worry free lamp for you and fewer CO2 emissions, less pesticides, and support for organic agriculture and sustainable industries. The artists creating your lamp initially live in the slum areas of Bihar, India and are trained and mentored on the job to creating quality pieces. Paid fair wages, provided with financial counseling, family planning education, birth control, education grants for their children, and opportunities to advance in the company; these women have the ability to pull themselves up out of poverty with dignity. As these women progress in their endeavors, they should have abilities to move up in the company or, if they so desire, find other work. SHinE Lamp Designs13 Factors giving rise to opportunity Fair trade is booming. Organic products are booming. CSR is becoming more popular, trusted, and sought after, especially in Germany and other countries with high standards of living. These trends give rise for businesses providing products that meet these criteria. SHinE meets these demands as the only lamp manufacturer that is 100% Sustainable: Organic, Fair trade, Fair Labor, Locally Sourced, and Socially Responsible, therefore providing a niche product that goes above and beyond other products on the market. Even the glues, paints, and balloons we use in production are compostable! Additionally, to aid SHinE’s ability to succeed, many NGOs in India exist with whom the social business can partner. Partnering NGOs, such as Nidan14 and its existing networks, can benefit SHinE by filling needs and assisting where gaps exist that lie beyond lamp manufacturing, including expertise and specialization in women’s empowerment coaching, family planning counseling, and entrepreneurial education. Target Market Fair trade products are luxury goods, which mostly middle and higher income households buy; therefore, the target audience includes populations of Germany and 13 Pictures from CreaReDesign https://www.etsy.com/shop/CreaReDesign?ref=l2-shopheader-name 14 Nidan is an India based NGO empowering informal workers and their children http://nidan.in/nidanwp/category/who-we-are/partnerships-and-networking/
  13. 13.  13 India with middle and high incomes who are considering renovating their homes. Additional focus is on younger, politically liberal women with higher levels of education, as this group buys Fair trade products the most often.15 This target market was chosen because Fair trade products are rising in popularity in Germany and the Fair trade market is in its infancy, with promise of increasing in India16 . The target audience includes working women and parents 25-70 years of age. Research shows that “compared to men, women reported more favorable attitude, higher moral obligation, and stronger intentions toward buying Fair Trade products”17 . We see our target audience as people who believe that their purchase behavior can make a difference for the society in order to improve the environment, improve living standards and fight poverty. Sources of revenue To advance and ensure the loyalty of our customer base, SHinE will work with Fair trade shops and online selling platforms to sell our lamps, which should lead to sustainable revenue. Key drivers for success The trend of business is taking care of social responsible, within this idea, SHinE creates a new business model. With our motto: “SHinE: beyond your living room. She SHinEs because of you.” The journey of SHinE lamp from India to your place is unique. What makes SHinE so bright? SHinE is different because we not only help women, their families, communities, environment and economies in India by increasing job opportunities and buying local and organic materials. We also provide a unique, affordable product to a niche market that is not yet filled. SHinE promises to treat our employees right and willingly abiding by the Fair trade standards. We promise to empower women in India by equipping them with artisan skills, job opportunities, birth control and financial skills while increasing gender equality and maintaining a high standard of transparency. 15 Who Buys Fair Trade and Why (or Why Not)? A Random Survey of Households. Journal of Consumer AffairsVolume 48, Issue 2, pages 418–430, Summer 2014. JASON E. TAYLOR and VIGDIS BOASSON 16 TradeCraft NGO fighting poverty through trade (partner of Shop for Change, India 2014). http://www.traidcraft.co.uk/international_development/overseas_programmes/south_asia/SFC_india 17 Gender Differences in Psychosocial Determinants of University Students: Intentions to Buy Fair Trade Products. http://link.springer.com/article/10.1007/s10603-014-9262-4
  14. 14.  14 Market Analysis / Needs Assessment and Research Demonstration of market need A need for social business exists in the slums of Bihar, India. There is a need for social business to exist in Bihar as there is need to improve livelihoods of the increasing number of slum dwellers, who are often unskilled and illiterate. SHinE will be introduced first in Germany and India. In these countries consumers have a long term living space and a need for unique, modern lamps. Therefore SHinE lamps will meet the demand of the German and Indian market. Market Size and Social Trends Labeling products in an effort to educate the consumer is a social trend leading to a need for manufacturers to have products certified in order to meet the needs of target customers. This is necessary, as a certification is the only way to quickly guarantee that claims of the producer to the consumer are honest, as certifications are ensured by a third party. Nowadays the quality of the product itself is expected to be high. Though, customers are now more interested in the social aspect of business, how it influences the environment and eco-system, how it treats its employees, what impact does it have on the world community. Therefore it is important to show the customer that we are willing to meet his expectations, so we plan to obtain Fair trade certification. This will allow SHinE to take advantage of the rising social trend of Fair trade consumerism. Knowing that the product is Fair trade certified, the customer knows the value is added. The Fair trade label attracts different consumers with a wide range of products. By purchasing Fair trade, consumers support producers who are struggling to improve their living conditions. Fair trade certification offers companies a reliable way to ensure that their trade activity is influencing society and the workers are positively engaged in the production processes. All in all, working in accordance with Fair trade standards is a good way to show the customer that the company is taking social responsibility. Target addressable audience and projections For the first year of its operation SHinE will divide its market into two parts: Germany and host country India. This is based on key competencies of the management team, as well as on the reasons defined by the market of these countries. Germany is one of the core countries purchasing organic and Fair trade products18 . Consumers in Germany spent 784 million EUR on Fair trade products in 201319 . More and more people realized that they were able to make a difference by changing their purchasing behavior. In addition, Germany is where the SHinE is located, so staff members are familiar with the German market and culture. 18 Germany a key market for fair trade products, Deutsche Welle http://www.dw.de/germany-a-key-market-for- fair-trade-products/a-17616111 19 Germans show more interest in Fair trade product, Deutsche Welle http://www.dw.de/germans-show-more-interest-in-fair-trade-products/a-17833065
  15. 15.  15 According to the Globescan survey in 201120 , India has an increasing middle class and many young customers. The research found that almost eight in ten Indians who live in cities are willing to help people in difficult conditions, for example to reduce poverty or protect the environment. Especially young Indians who are influenced through media are more interested in ethical and sustainable business. SHinE will be in the market of Germany and India in first year, then we are going to expand our market to other western European countries with high standard of living (such as France, the Netherlands, Belgium, and Luxembourg) after next year. Meanwhile, we would like to focus on market of the UK due to the fact that it is the biggest Fair trade market in the world21 . Willingness of Customers to Pay Our target audience is people who have higher education and stable income, who seek out sustainable, organic, Fair trade, and socially responsible products and are interested in the ethical actions of companies. They are willing to pay more for the ideals SHinE supports and is founded upon. Buying SHinE products supports gender equality and the eradication of poverty, which are additional reasons someone would want to buy a SHinE lamp. Value Added For Customers and Problems Solved Our products add value to customers by providing a socially responsible aspect and decreasing problems of gender disparity in employment 22 and poor school attendance23 in Bihar, India. • Fair trade • Socially responsible, we take care of our employees: o Fair wages o Grant up to 2 education grants for children per employee o Provide health benefits • Eco-Friendly o 100% Sustainable, ALL materials are organic or recyclable o Safe to manufacture, natural, non-toxic materials o Lampshade is compostable o Light kit is recyclable o Low CO2 Emissions, as materials are sourced mostly from nearby India and remaining materials made in neighboring China o Purchase of organic Indian flour, Indian Salt, and AURO Indian non- toxic paints supports the local economy and encourages sustainable production • Women’s Empowerment o Provide financial counseling and bank account management o Provide family planning counseling, and basic birth control 20 Fair trade India: http://Fair tradeindia.org/news-2/faq/ 21 Fair trade by the numbers- Key data for 2009-2011, Page 2 http://www.Fairtrade.net/fileadmin/user_upload/content/2009/resources/2012-2_Fairtrade_ByTheNumbers_2009- 11.pdf 22 According to the UNICEF, “about two thirds of women in the state are illiterate, while more than half the men are able to read and write” and “half of Bihar’s girls marry before they are 18, which is significantly higher than the Indian average”: http://www.unicef.org/india/state_profiles_4289.htm 23 There are two reasons why children in Bihar are not going to school: caste status and poverty.
  16. 16.  16 o Provide women's empowerment coaching via partnerships with local NGO's24 o Hire exclusively women in an effort to increase the women's employment rate in the area 24 UNICEF "About two thirds of women in the state are illiterate, while more than half the men are able to read and write." average.http://www.unicef.org/india/state_profiles_4289.ht
  17. 17.  17 Competition Handmade paper lamp competitors: Ambient Art.com25 Brenda Bolte Artworks Seatlle, WA USA 100-400 EUR per lamp Custom homemade paper HolyCowProducts26 Ships worldwide from Thailand 32 EUR Handmade recycled paper lamp CreaReDesign27 Krakow, Poland 50-200 EUR 25 Ambient Art lamps are made by an American private artist from Japanese handmade paper http://www.ambientart.com/index.html 26 HolyCowProducts is a product distributor on Etsy.com selling lamps made in Thailand. https://www.etsy.com/listing/182281525/beautiful-unique-handmade-saa-paper?ref=market 27 CreaReDesign is a Polish artist making and selling handmade paper pulp lamps on Etsy.com https://www.etsy.com/listing/195935591/paper-pulp-pendant-lamp-drop-paper- mache?ref=sr_gallery_1&ga_search_query=paper+lamps&ga_vintage_rewrite=handmade+paper+lamps&ga_ori ginal_query=2&ga_search_type=handmade&ga_view_type=gallery OBI1 Eco Halogen EEK: C Pendelleuchte Calabra 125 EUR IKEA1 365+ BRASA 49 EUR
  18. 18.  18 Cocoa Leaf Lamp 85 EUR Om Gallery - Retail Store28 1201 Pacific Ave Santa Cruz, CA 95060 The Camphor Tree29 30-50 EUR Fair trade Lamps IKEA30 , Germany 5-120 EUR Although SHinE has so many strong competitors, we still have an intention to introduce our products to customers in India and Germany. SHinE lamps will have fair trade certification. We produce lamps in eco-friendly way and improve the difficult living conditions of women in the slum areas in Bihar, which our competitors don’t do. Projected sales scope of the product As SHinE lamp manufacturing centers are simple and inexpensive to set up, and the products can be made almost anywhere, as the materials can be found in almost any household around the world; the scalability of SHinE is very high. Though SHinE lamps being easy to make is a positive point for SHinE, it means the lamps are easy for other companies to copy. To make copying the design of the lamps more difficult for potential competitors, SHinE will copyright its design. It was calculated that it is possible that 5 women working together can produce 140 lamps per month. It is projected to reach the full capacity at the 6th month. Before that less lamps will be produced in order to get total control of the process and obtain high quality of the product. Moreover, it is necessary to leave time for the promotion of SHinE to be sure it is well presented on the market and the customer is reached. The project is easily scalable, as it includes easy processes that are quickly learned. In future it will be possible to replicate this project in the other areas of India, as well as abroad. Moreover, it is possible to enlarge the production in Bihar by hiring more workers. 28 OM Gallery sells only handmade lamps from ethical labor sources in Asia, http://www.omgallery.com/ http://www.omgallery.com/product_info.php?cPath=407&products_id=2305 29 The Camphor Tree is an online Fairtrade lamp dealer http://www.thecamphortree.co.uk/Fair trade-lamps/ 30 Hanging lamps on the IKEA.de website have a price range of 5-120 EUR http://www.ikea.com/de/de/catalog/categories/departments/living_room/18750/
  19. 19.  19 Marketing Plan Strategy and positioning SHinE team creates a SWOT analysis of our marketing position: Strengths Opportunities 1. The idea is new and unique 2. The cost of lamp production is low 3. Management team has relevant competences 1. Have a great chance to improve the life of women in Bihar 2. More and more people are willing to purchase sustainable/ eco-friendly products 3. Have many selling platforms like the Internet and Fair trade shops 4. Sustainable lighting is new on the market Weaknesses Threats 1. Potentially high costs of organic products (such as painting materials) 2. High risk of shipping: product is fragile 1. Competitors are experienced and introduced to the market for a long time 2. lighting market is saturated Strategy SHinE wants to create a WIN-WIN situation for its customers and employees, which is a selling point to potential buyers. People will be able to buy in line with their values, while also getting a quality product. Additionally, individuals are more and more aware of Fair trade, as well its benefits to the producers located in the developing world. This is leading consumers to seek out Fair trade products.31 These trends of rising Fair trade interest and sales will benefit SHinE as it catches the Fair trade wave. SHinE will advertise to groups already interested in Fair trade products, such as women with higher education through commercials and ads on social media sites they visit often, such as Facebook32 . Marketing strategies will be devised in the future through work with partners, such as in the Marketing department of Fair Trade Foundation of India Fair Trade33 . It was decided to concentrate on Indian and German markets for the first year of the project, as the scale of production is not too high, and the competencies of the managers of the project allow the best performance on these markets. Future markets would include countries with high standards of living, which are near 31 Fairtrade your Supermarket. Copyright 2015. A project of Green America. http://www.fairtradeyoursupermarket.org/fair-trade-talking-points/ 32 A case study from Dove: http://www.best-marketing.eu/dove-ad-makeover-case-study/ 33 Fair trade India: info@Fair tradeindia.org , www.Fair tradeindia.org Karol Bagh, New Delhi-110005 www.Fair tradeindia.org
  20. 20.  20 Germany, such as Scandinavian countries of Sweden, Norway, Denmark, and Finland. Pricing Fair trade and sustainable lighting competitors sell lamps from 30-400 EUR. SHinE lamps range from 75-200 EUR per lamp in order to be priced competitively, while still appealing to middle to high end market interested in Fair trade products. The average price of each SHinE lamp will be 100 EUR, and in an effort to keep the system streamlined and simple, SHinE will only sell a 92cm lamp for 100 EUR for the first year. Moreover the prices set for SHinE lamps is based on the high quality of organic, locally grown, and locally manufactured materials that SHinE is using for production of lamps and the fair wages and social benefits that it is providing to its employees. As the 100 EUR price is in line with other hanging-pendant lamps distributed by private artists, Fair trade shops, and distributors like OBI and IKEA: the high-quality sustainable materials and social responsibility will comprise a big advantage for SHinE. Distribution and selling Customers can find SHinE lamps in two different platforms: Amazon.de (Germany Online), Amazon.in (India Online) and brick and mortar Fair trade shops in India and Germany. Online In Germany, 71% of people go online during their free time, which is the 5th most common leisure activity34 . This means SHinE has a strong opportunity to reach the majority of Germans via the Internet. For our customers buying online, we will promote SHinE lamps with “free shipping” by selling SHinE lamps for 20 EUR above in-store price, such as 92cm lamps, which normally cost 100 EUR in a Fair trade store for “120 EUR with free shipping”. This method of buying online will mean a higher price for the customer, but additional convenience of buying from home. We chose Amazon to be our main selling outsourced online selling platform partner35 : Amazon is one of the biggest online stores in the world, so it is easy to open a new sales channel with them. This reaches potential customers across international borders cheaply. Also, Amazon provides the technology and insures secure payments, which will encourage trust for consumers when they buy SHinE lamps online. Partnering with brands already selling Fair trade products is a promising and effective way for SHinE to promote its products. By selling through well known Fair trade brands and distributors, such as GEPA and Weltladen, SHinE will be able to spend less time and money on marketing efforts. Taking on the brandname of these other well known companies means SHinE lamps will be more easily accessible to the Fair trade market AND very few resources put into marketing by SHinE itself. Other online shops and online Fair trade brands we would also like to work with are: 34 Stiftung für Zukuntsfrage. Freizeit Monitor 2014. http://www.freizeitmonitor.de/de/zahlen/daten/statistik/freizeit- aktivitaeten/2014/die-beliebtesten-freizeitaktivitaeten-der-deutschen.html 35 Amazon Service: http://services.amazon.in/services/sell-on-amazon/benefits.html
  21. 21.  21 ● Amazon marketplace 36 - It is possible to sell goods on the Amazon Marketplace in India ● Craftsvillaalas.com37 - provides an interface to about 5,000 artisans across India to sell handicrafts, antique jewelry, tribal artifacts and ethnic products ● Welt Laden38 - world shop, Fair trade shops in Germany ● GEPA39 - online and in stores in Germany ● Ten Thousand Villages Fair trade Online Shop40 Fair trade Shops SHinE lamps are also available in brick and mortar Fair trade shops in India and Germany, such as GEPA, Contigo and World Shops. To establish partnerships with these Fair trade specialty stores and boutiques in India and Germany, SHinE will join umbrella organizations, network, and call on individual shops selling Fair trade products. 36 The Time of India: “Amazon establishes online marketplace in India” http://timesofindia.indiatimes.com/tech/tech-news/Amazon-establishes-online-marketplace-in- India/articleshow/20437816.cms 37 Craft Villa Website: http://craftsvilla.com/ 38 World Shop in Germany: http://www.weltladenshop.com/ 39 GEPA Fairtrade Handwerk Online Shop: http://www.gepa- wug.de/wug/htdocs/index.php?sID=0100&lan=de&fs=95&display=startnonfood&produkt=promenu&themah=01& start=1&ll=1 40 Ten Thousand Villages Website: http://www.tenthousandvillages.com/community-crafts
  22. 22.  22 Communication strategy: Social Media, Advertising, Promotion and PR Social Media SHinE will open accounts in many popular social media platforms, such as: Youtube/ Facebook Fan page/ Twitter in order to show our latest news and answer our customers question rapidly. Meanwhile, SHinE will create company website with official email account. We also plan to post our working diary in the future. For a better representation of the company, a website is needed. It is planned to outsource the website creation to a web-design agency. The webpage will contain the description of the product, information about business - vision and mission, information on the materials used and explanation of the social value of SHinE as well as media materials. Advertising Initially, we will start an advertising campaign on the Internet. SHinE will make a series of 30 sec videos to show our mission and vision to our target audiences on social media sites our target markets frequent, such as Facebook and YouTube. These videos will appear as commercials or on the Facebook sidewall. These videos will be able to be shared by individuals as messages. Additionally, SHinE will attempt to get free media coverage on Blogs, online magazines, and newspapers. Potential SHinE campaign video ideas: ● Intro SHinE to the world: The video will explain a process of women making SHinE lamps, starting with collecting paper on the streets, making the lamp while taking care of their children. In the end, the lamp she made is shining in a college boy’s room, and the boy picks up a greeting card that her kid wrote “Thank you” in the end. ● The mission and vision of SHinE, including: how SHinE empowers women in India and how we do to protect the environment. ● She SHinEs because of you: the life after joined SHinE, better education for next generation, chance to get rid of slum. ● Beyond your living room: how customers make influence to our workers. Each video with one topic will be released monthly in order to keep attracting our online target we want to share the feelings with our customers. Moreover, the videos will come along with our product info to increase people consume.
  23. 23.  23 The SHinE logo and motto: “SHinE” is unique: Research shows that there is no company called “SHinE” yet. However, there are some NGOs and websites called “SHINE”, for example: Stop Domestic Abuse NGO in New Zealand41 , SHINE: Support and Help in Education in the UK42 , and Job Hunting in India43 . We will buy the available domain site “shinelamps.com”, “shinelamps.in” and “shinelamps.de”. Our motto is: “SHinE: beyond your living room. She SHinEs because of you.” Promotion SHinE will have a small budget for online advertising; we choose Facebook, Amazon and Youtube to bring exposure to the business. ● Facebook ads44 : Depends on its “daily budget” or “lifetime budget” as well as a cost per thousand impressions bid or cost per click bid. SHinE will set an amount of the promotion budget per day for our potential customers click our fan page. ● Amazon.com45 :To Amazon.com, the price of a lamp on Amazon is 24-103 EUR. And cost per click is 0.40 to 0.55 EUR. As for Amazon.de46 , the maximum price of published ads is around 0.40 EUR. ● Youtube.com47 :After SHinE opens an official account and upload videos in our channel, we will post it in our social media platforms (Facebook, Twitter…). Another option is SHinE will pay for the budget for advertising. Average cost-per-view range is between 8 and 23 EUR. The views also count toward SHinE overall YouTube views. 41 The website of Stop Domestic Abuse NGO in New Zealand: http://www.2shine.org.nz/ 42 The website of SHINE: Support and Help in Education in the UK: http://www.shinetrust.org.uk/ 43 Job Hunting website in India: http://www.shine.com/ 44 Facebook Ads: https://www.facebook.com/help/318171828273417/ 45 Amazon Service: http://services.amazon.com/services/advertise-on-amazon.htm?ld=NSGoogleAS 46 Amazon Service Europe: http://services.amazon.de/programme/gesponserte-produkte/faq.html 47 Youtube Ads: http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
  24. 24.  24 Public Relations There are many ways to introduce the mission and vision of SHinE to the public, in our public relations; we will cover press, potential customers and the public. For the Press, including the TV, Radio Channel, Magazine, Newspaper, and Internet sources, we will: ● Make different news proposals48 in order to attract the interview of local and international presses and setup SHinE’s journalist list in order to contact; ● Release Newsletter regularly to every newspaper and journalist we are in contact with. To the potential customers, especially business units, we will: ● Advertising SHinE to other companies in India or other European/ US companies to get big order, such as: company gifts for their employees or clients ● Seeking corporate opportunity with other companies, such as furniture and lighting shops To the already existing customers in the future, to increase consumer loyalty, we will: ● collect customers “SHinE lamp at home” pic e.g. can give them 20% off discount for next purchase ● SHinE will provide special discount for the customers who order lamps massively. For individual consumers, SHinE will give them a discount coupon for their next purchase or give it to a friend (our potential customers) when they want to buy a SHinE lamp. To the public, we will create video commercials: ● Internet ads ● Ads on the Fair trade Online shops 48 e.g. we can participate in BBC Business program, a project to introduce social enterpreneurs http://www.bbc.com/news/business-24622687
  25. 25.  25 Product and Program Development Certification Considerations Though SHinE products are Fairtrade by nature, official certifications, such as those awarded by the World Fair Trade Organization (WFTO) and Shop for Change certifications have many requirements and can be expensive. Therefore, application for Fairtrade certification will occur after SHinE has been registered as an active company for two years. Waiting this short time to apply for Fairtrade certification will allow SHinE to regulate manufacturing processes, begin earning profits to pay certification fees, build networks, expand, and meet minimum requirements to apply. Even without a certification, SHinE can advertise its products as Fairtrade by providing an extremely high level of transparency of all its processes, including financial records, training guidelines and updates, manufacturing processes, and supply chain materials on its website. SHinE will announce and advertise the Fairtrade certification and begin using the appropriate label at the time it is acquired, estimated to be during the third year, but depends on length of time needed for the certification process. Shop for Change Certification49 ● “Shop for Change Fair Trade is a not-for-profit company that seeks to harness the power of markets to create opportunities for poor farmers and handicrafts artisans across India. By promoting social standards and a product label to consumers as a guarantee of a fair deal for small-scale producers...Shop for Change is building on international models of fair trade and corporate social responsibility (CSR). By focusing its work on production and consumption within India, Shop for Change seeks to address the unique dynamics of Indian supply chains, allowing a focus that maximises benefits to Indian producers, companies, and consumers.” ● Fair trade certification for artisans and producers working in India, which is UK based ● Certification fees: None ● SHinE would apply to become a Shop For Change Producer group after becoming a legal entity, registered as company with the explicit objective of developing the economic and social welfare of producers, their families and their communities.50 ○ Responsibilities of being a Shop for Change producer groups51 should act in good faith and uphold the principles of fair trade, be transparent, accountable to their members, exhibit no discrimination or harassment against members and equality 49 Source from Shop For Change Fair Trade Generic Standards for Agricultural Supply Chains Booklet 2009http://www.shopforchange.in/files/Shop_for_Change_Standards_v2009c.pdf p. 3 http://www.shopforchange.in/index.asp 50 Shop For Change standards for producers organizations http://www.shopforchange.in/Producers_4.asp 51 Getting certified; a guide to Shop For Change producer groups http://www.shopforchange.in/Producers_2.asp
  26. 26.  26 should be promoted. The group must be a legally recognized organization working with a group of producers ○ SHinE must be involved in capacity building and produce marketing for producers ○ SHinE should have members that produce similar products in the same way and in the same locality Step-by-step guide to becoming a Shop for Change producer group 1. Talk with Shop for Change Standards Manager and learn more about the work Shop for Change does and how SHinE can partner with them to access value-added markets, train employees and get a fairer deal. 2. Get to know the Shop for Change standards for producer groups and fill out the Shop for Change producer group Application for Certification form. 3. Work with Shop for Change to set up the relevant systems required to meet minimum certification standards. 4. Successfully complete an initial audit by the Shop for Change team of independent auditors. World Fair Trade Organization-WFTO ● SHinE can only apply for membership as a Fair Trade Organization after it has been registered as a company and active for minimum of 2 years.52 ● SHinE products would be Gifts & Living type of goods and the WFTO Logo and mark is not a product label but is to show that a business is committed to 100% Fairtrade in all business activities53 ● Certification Fees54 ○ One time application Fee is according to income ● Membership Fee, Monitoring fee, and Regional fee are paid annually and are based on income Development Status and Next Steps As of October 2014 the development and design of SHinE lamps are created from products and craft tutorials online. Though the SHinE team is yet to make a lamp, the possibility of manufacturing these lamps is not foolproof, but as the crafting process is very straightforward, taking 6 hours of work, and costing 8 EUR for simple organic materials per lamp, a high success rate is very likely. 52 World Fair Trade Organization Page “Who can apply?” May 2014. http://www.wfto.com/index.php?option=com_content&task=view&id=153&Itemid=186 53 WFTO Mark and Logo for ‘Gifts & LIving’ type i.e. non-food http://www.european-fair-trade- association.org/efta/Doc/FT-E-2010.pdf p.16 54 WFTO Annual Certification fees sourced from Annual Fee Structure 2014 http://www.wfto.com/index.php?option=com_content&task=view&id=155&Itemid=187 http://www.wfto.com/index.php?option=com_content&task=view&id=2006&Itemid=410
  27. 27.  27 The next step would be to experiment with the lamp making materials to create a product line that can be sold on demand. Making these lamps to order would also increase cost effectiveness. Costs and Budget for Product Development In order to create new designs and keep innovating, the SHinE lamp making team will use 5 full workdays per year to experiment with new designs and ideas. As product development would be done in house by our lamp making team, these costs would be extremely low, approximately 315 EUR, the cost of one week wage for the lamp manufacturing team per year. Risk Factors Higher cost and unreliable supply of sustainable, recycled, and organic materials may lead to lower production, increased cost of production, or lot multiple suppliers, order materials in bulk, and reorder materials in advance before materials run out. IKEA also began opening stores in India in 201455 , which means more competition for market share in the sustainable, modern, home lighting sector. To address this risk, SHinE will focus more on the Fair trade consumer market. If products are damaged during shipping, these products will be replaced, with shipping charges being covered by SHinE. To eliminate this risk, SHinE will guarantee quality packing and professional shipping practices with our shipping partners. For the future collection, SHinE could develop the ideas in below: 1. Design new collections and varieties of lamps: such as table lamps, floor lamps, desk lamps, industrial light fixtures, chandeliers, outdoor lighting, etc. 2. Create new product designs involving new shapes other than globes, such as hand molded designs 3. Additional sizes, color schemes, natural materials, patterns and textures can be incorporated 4. Develop lamp “color yourself” DIY set for kids to create special limited product collection for holidays, such as summer event, Christmas, New Year…etc. 5. Side-product development: stationery, greeting cards, journals. 55 IKEA Annual Reporter: http://www.ikea.com/ms/en_GB/pdf/yearly_summary/ikea-group-yearly-summary- fy13.pdf p. 6
  28. 28.  28 Operations Plan Operating Cycle Refer to appendix A. How the Venture Works Marketing, sales, finance, strategic planning, PR and advertising will be done remotely, as the SHinE team, will work from Germany. The markets will be divided into SHinE India and SHinE Germany with two teams working on PR and sales concentrating on the assigned country. The on-site everyday operations will be headed by India native, Mrs. Jalaj Batta, who will take care of organizational management, HR and training. A large room will be rented in Bihar, India where the Indian craftswomen will produce the product. SHinE will pay a daily salary to workers on the monthly basis by money transfer to bank accounts, which the company will teach the women to use. This will insure financial security and long term saving capabilities for SHinE employees. Cash will be withdrawn by SHinE financial coach representative on demand. The meetings of the board should be held regularly. The schedule of the meeting should be decided during the first meeting of the board.
  29. 29.  29 Manufacturing Process SHinE process of producing recycled handmade paper lamps56 . 1. Make handmade paper 1.1. Collecting materials 1.1.1. Newspaper and scrap paper 1.1.2. Large Bucket (for mixing paper pulp) 1.1.3. Rope (for hanging) 1.1.4. Hand powered blender 1.1.5. Water 1.2. Collect clean, dry newspaper and scrap paper. (No glossy, waxed or shiny paper should be used) 1.3. Shred the paper into small pieces using shredder. 1.4. Soak the paper in water in bucket. 1.5. Chop soaked paper into pulp with blender 1.6. Drain the water 1.7. Make Paper Mache 1.7.1. Materials: Water, organic Indian white flour, salt, large bucket (for mixing paper pulp) 1.7.2. Mix equal parts water and flour 1.7.3. Add 30g salt per 880g flour 1.7.4. Stir until thick paste 1.7.5. Let sit to thicken 1.8. Combine drained paper pulp and paper mache in large trash can until well mixed 1.9. Blow up a 92cm balloon to desired size 1.10. Spread paper mache/paper pulp mixture over desired area of balloon 1.11. Hang to dry (approximately 10 days) 1.12. Paint with AURO Indian Natural Paint (optional) 1.13. Hang to dry (1 day) 1.14. Label lamp with SHinE Logo 1.15. Attach personalized note from female Indian artist 1.15.1. Pack for shipping 1.15.2. Secure lamp in box with recycled shredded paper 1.15.3. Include country specific light kit. 1.15.4. Ship 56 Instructions: How to make a paper mache lamp http://prudentbaby.com/2012/07/prudent- home/diy-how-to-make-a-paper-mache-lamp/
  30. 30.  30 Lamp Material Cost Breakdown ● Hand Wind Portable Mechanic Paper Shredder57 15 EUR ● Manual Food Processor58 for chopping paper pulp: ○ Starfrit 093474 Swizzz Prozzz Chopper. 33 EUR ● 92cm Latex Balloon59 0,01-0,50 EUR per balloon ● Paper Mache Paste60 ● 800ml Water (per lamp) ● 880g Organic All Purpose Wheat Flour from India61 (approx) 0,56 EUR (per lamp) ○ 25kg is (approx)16,00 EUR ○ 1 kg is (approx) 0,64 EUR62 ● 30g India sourced Salt63 3,00 EUR per 1kg/ 0,30 EUR per lamp ● AURO Indian Natural Paints64 ○ Sourced from India, organic, no hazard paint. ○ Matt Silk Paint ○ 10 EUR per 0.375 L= 5.00 meters squared of paint coverage. One lamp requires approximately 1 square meter of paint coverage. ● Lamp Kit ○ Estimated maximum price per lamp kit 4 EUR. Prices vary according to length of cord, type of switch, and quality of lamp kit. As SHinE grows and production increases to the point of the business breaking even, SHinE can special order bulk recycled plastic and other sustainable lamp kits from manufacturers in China to provide the most sustainable product to its customers. ○ Plastic light kits made in China of varying lengths, styles, colors, and with wiring and plugs for different countries. 0,50 - 1,00 EUR65 57 Buy online at http://www.aliexpress.com/item/Wholesale-retail-New-Desk-Mini-Hand-Wind-Portable-Mechanic- Paper-Shredder-Business-Tool/1870049751.html 58 Available from Amazon.in so can order directly to India easily http://www.amazon.in/Starfrit-093474-Swizzz-Prozzz- Chopper/dp/B00D1KZJRU/ref=sr_1_fkmr0_3?ie=UTF8&qid=1412163756&sr=8-3- fkmr0&keywords=starfrit+manual 59 100% Latex so balloons are compostible and available from China http://www.alibaba.com/product- detail/China-Manufacturer-2014-New-36-Inches_1782260062.html 60 Instructions to make homemade papermache glue: http://familycrafts.about.com/od/papermache/a/nocookpmpaste.htm 61 Indian USDA Organic Flour Supplier: Uttaranchal State Organic Certification Agency, Apeda, India Organic - National Programme for Organic Production (NPOP), USDA, D&B and Organic Uttarakhand. Associated with NGO Shiva DMD Health & Education Trust, which is into caring and parenting of children who are DMD affected. http://www.tradeindia.com/fp1439085/Indian-Organic-Wheat-Flour-Chakki-Atta.html 62 http://www.organictattva.com/Products/Organic-Indian-Grocery-Organic-Flour/Organic-Tattva/Organic-Wheat- Flour-(Atta)/pid-2697815.aspx 63 Indian sustainable salt supplier: http://www.suryasalt.com/html/surya_salt.htm 64 AURO Indian Organic paint prices: http://auropaintindia.com/downloads/pdf_en/farbkarte_250_260.pdf http://auropaintindia.com/downloads/pdf_en/Auro%20Natural%20Paint%20India%20-%20price%20list.pdf 65 Geryao Light Kits website: http://geryao.en.alibaba.com/product/60019621287- 222342446/Factory_outlet_Coloured_fabric_braided_electric_wire_pendant_light_with_E27_lamp_holder.html
  31. 31.  31 • Modern Vintage Industrial Loft Black Iron Line Pendant lamp and 2014 Newest modern folding Silicone pendant lamp66 Certification: SAA,VDE & U, CE,VDE,Rohs or UL. 0,79-2,37 EUR • Metal, plastic, wood, vintage styles with cloth covered cord light kit available in 80 different colors and styles67 1,00-4,00 EUR 66 Sunyelighting Light Kits website: http://sunyelighting.en.alibaba.com/productgrouplist- 221952947/Modern_Series.html 67 China Feiye Light Kits Website: http://chinafeiye.en.alibaba.com/
  32. 32.  32 Shipping and Storage SHinE chooses the Amazon as our shipping partner. We will rent a space for preserving SHinE lamps in Bihar, India. And then send it to the Amazon storage facility in Europe by sea a few times a year in order to save cost of shipping. SHinE chose local company in India to ship our product to India, we chose the 40” container size68 (Inner size: length 12.032m/ width 2.352m/ high 2.69m/ limit of weight 26,280kg) per container can carry 480 lamps. Shipping period (by sea): 2-3 weeks/ Price of shipping each lamp: 5.87 EUR Items Costs69 Price of 40” container 2347 EUR (3000 USD) Price of hanging per one container 469 EUR (600 USD) Total price of shipping 2816 EUR/480 lamps Online purchases will include add an additional cost to the customer of 20 EUR per lamp to go toward shipping costs. Packing Each SHinE lamp will be packed in the 100*100*100cm box and weight is about 2kg (includes packaging, lamp, lamp kit). Packing materials and price is in below: One package costs 0,37-0,49 EUR (less than 0,5 EUR each) Materials Costs Eco-friendly recycle carton box EUR 0,27-0,3370 each (USD 0.35-0.42 / Piece) Papers(for protecting) free Thank card(for writing) free (SHinE makes our own card from reclaimed paper) Tape 0,16-0,55 EUR/roll 71 (USD 0.2 - 0.7 / Roll) Others Product description Retail Locations SHinE lamps are sold mainly in Fair trade Shops in Germany, India and Amazon.de and Amazon.in. 68 Container Size: http://www.evergreen-marine.com/tw/tei1/jsp/TEI1_Containers.jsp 69 Private interview with a former shipping company employee/ Email discuss with a current shipping company employee. 70 Ecofriendly Recycle Paper Box: http://www.alibaba.com/product-detail/Ecofriendly-Recycle-Carton- Box_693869347.html?s=p 71 Packing Tapes: http://www.alibaba.com/product-detail/clear-BOPP-packing-tapes-in- strong_534741511.html?s=p
  33. 33.  33 Local Resources Out of date newspapers and non-waxy, non-glossy scrap paper will be sourced from the locale. To make the paper mache, Indian organic all purpose white flour will be used. Salt sourced from India will also be utilized. AURO Indian Paint, which is an organic, non-toxic, sustainable paint made in India will be used to color the lamps. Country specific Rohs, CE, and Reach certified light kits will be initially sourced from China until SHinE reaches its breakeven point, at which time the company will begin special ordering recycled plastic72 , Rohs, CE, and Reach certified light kits in bulk from its suppliers in China in an effort to provide its customers with the most Eco friendly product possible. Physical Facilities and Equipment Physical Facilities Two rooms of 40-50m2 for the purposes of production and storage of lamps, as well as for administrative work will be rented. The estimated cost of such a space in Bihar is 110-130EUR per month. In the premises water and electricity are available. Equipment Equipment needed is very basic, all being easily sourced from the surrounding city, such as paintbrushes, buckets, and trash cans. More technical equipment such as the hand powered blenders and paper shredders will be sourced online from Amazon.in (India) and from a supplier in China. Human Resources (hiring, requirements, training, compensation) Hiring There are NGOs improving quality of life for many in Bihar in terms of self- sufficiency, increasing school attendance, women’s empowerment and improving the caste segregation situation like UNICEF, Pratham Education Foundation73 , Goonj74 , etc 75 . SHinE can partner with these organizations for recommendations for prospective employees living in the slum area of Bihar, India. SHinE is committed to gender equality, but as the rates of women’s employment in India is extremely low, that is, less than 32 per cent76 and also the world bank report 2011 shows that women of more than 15 years of age are 27,50 per cent employed. The reason for low employment is women have to compete with men and also sex discrimination has given rise less opportunities for women77 . Moreover, culturally women are supposed to stay at home and take care of family and children. SHinE will provide opportunity to women and we have committed to hiring only adult females. Compensation 72 “Sustainable” nor recycled plastic light kits are currently available from suppliers 73 Pratham Education Foundation improves quality of education and schools:: http://www.pratham.org/ 74 Cloth repurposing NGO in India: http://goonj.org/ 75 NIDAN empowers women and implements rights of unorganized labourers: http://nidan.in/nidanwp/who-we-are- nidan/ 76 Decreasing women’s employment in India: http://www.ilo.org/global/about-the-ilo/newsroom/comment- analysis/WCMS_204762/lang--en/index.htm 77 Employment rate of women in India : http://www.tradingeconomics.com/india/employment-to-population-ratio- 15-plus--female-percent-wb-data.html
  34. 34.  34 The average minimum wage for unskilled Indian workers is 1.50 EUR per day78 . Estimations of wages to SHinE artisans are to be 6 EUR per hour per employee plus additional benefits. While the company would be paying workers approximately 4 times the amount of the average wage in India, there are reasons behind this. SHinE will also be selling its products in the Western Hemisphere, where earnings are much higher. A wage of 6 EUR per hour would mean SHinE consumers would approve of the wage as humane. This higher than average wage also insures workers would be able to move out of poverty very quickly. Education Grants for up to two children per family will be provided per SHinE employee. Cost of education per child varies from 5-20 EUR for private and government schools in Bihar per month. Health benefits SHinE will offer their employees benefits of governmental health insurance, which costs 15 EUR-20 EUR per employee per year, as well as family planning counseling, and free birth control. We estimate average costs of birth control (condoms, copper T) methods about 40-50 EUR per year per employee79 . Training Women will be promoted to become managers as they show interest, which allows the business to be more self-sufficient. This allows for more women from slums to move into employment with SHinE, while furthering the skillset of current employees. SHinE will provide all the material and training for product manufacturing to employees. SHinE also assists workers in financial planning, saving and investment through the utilization of in bank accounts and opportunities to invest in the company. On the job training in product development and supervisory management will be provided. Regulatory and Legal issues Every company has to fulfill all legal requirements. SHinE will fulfill all the legal requirements of Indian labour law. When a company hires employees to do physical work for them, it needs to be fair in working conditions, wages, industrial relations, welfare and social security. Every law has been clearly mentioned by National Anti Corruption Investigation Bureau (NACIB), India. NACIB has complete information of all legal and human rights, which helps every Indian citizen to raise their voice against any illegal activity. ● The Indian labour law states that the standard working time for each employee should be 8 hours a day and overtime must be paid extra ● There should be a rest time or break of 30 minutes after every 5 hours ● In constitution of India, under chapter III in articles 16,19,23,and 24 and under chapter IV in articles 39,41,42,43,43A and 54 it has been stated that the interests of 78 India 2012 Human Rights Report by United States Department of State: Bureau of Democracy, Human Rights and Labor http://www.state.gov/documents/organization/204611.pdf 79 Information from Oriental insurance company for health benefits and Civil hospital for birth control, India (phone call)
  35. 35.  35 labor should be secured and protected and there should be relevance of dignity of human labor ● Fair wage should be provided by the company to their employees as per their nature and time of work. The assurance of social security and protection of wages also be provided by the company to their labor ● Under article 39(d), there should not be any sex discrimination (in terms of wages) between male and female workers when they are performing same duties with same working hours ● Under section 27A, Child labor is also prohibited in India, children who are below 14 years of age are not allowed to work especially in mines and at dangerous/hazardous working condition ● Every individual whether its a male or female have complete right to work with their own choice and interest as forced labor (under section 23) is also banned in India All these legal laws/Acts which support worker or labor rights has been categorized under following: ● Labor laws are ordered by the Central Government; in this Central Government has complete responsibility of enforcement. ● Labor laws are ordered by Central government but enforced by both State and Central Governments. ● Labor laws are ordered by Central Governments but enforced by State Government. ● Labor laws are Ordered and enforced by the several State Governments which apply to several states.80 Venture timeline and schedule The initial planning is made for the period of 5 years. The planning unit is per quarter for the first year, and annually for each year thereafter. Year 1 First Quarter In the first quarter of the first year SHiNE on-site HR representative will rent the production and storage space in Bihar, order supplies for manufacturing, hire 5 women workers via networking with partner NGOs in the area, set up the production area and begin manufacturing lamps. Second Quarter The full scale of production and sales should be reached by end of the second quarter. Third Quarter After six months the SHinE onsite HR representative will hold one financial training session each month, which will help employees manage bank accounts, begin saving money, and finding new living quarters outside of slums. Fourth Quarter 80 Labor laws in India: http://www.nacib.in/pdf/Labour%20Act.pdf
  36. 36.  36 At the end of first year, we will examine the financial performance of SHinE in past 12 months (included: sales, profits, financials) and plan company strategy for the next year. Year 2 Forecast SHinE will expand increase production by hiring and training 2 additional artisans. New product lines and designs will be developed by SHinE’s in-house artisans during ShinE’s annual product development week. Meanwhile, SHinE lamps will be sold in other western European countries (such as the Netherlands, France and the UK). At the end of the second year, an Application for World Fair Trade Organization Certification will be completed and fees paid. Year 3 Forecast SHinE will be WFTO certified and begin incorporating this into marketing strategy. A second location in Bihar will be opened and 5 additional female artisans will be hired and trained. Two rooms will be rented for manufacturing and storage. A local manager from the original SHinE production workshop will manage second location. Moreover, SHinE will introduce our products to the customers in Northern European countries. Certification Application for Shop for Change, India will be completed. Year 4 Forecast SHinE team will reinvest the profits more on mass production and extend the market all over the Europe. This will help the organization to expand more internationally. Year 5 Forecast At the fifth year of success, SHinE will enter the US market. SHinE will be fully developing more diverse lamp designs, as well as expanding its product variety into areas other than lighting. Only the future will tell.
  37. 37.  37 Management Team Organization (Chart) The SHinE will have the following departments: marketing, sales, finance and HR. The roles of the management team will be divided on the first meeting of the board by a collective decision. Key Management Personnel Key management responsibilities will be taken over by SHinE Founders. Jalaj Batta Role: Organizational manager, Employee development, Training, HR Education: CSR & NGO Management MBA; M.Sc in Rural Communication Competence: Jalaj has management experience and engaged in women’s empowerment with rural women in India. Shay Clark Role: SHinE Product Development, Marketing, Sales, HR Education: CSR & NGO Management MBA; Psychology BA, Management minor Competence: Shay has 5 years experience founding, managing and working for various NGOs. Additionally experience in sustainable architecture and design, project management and market research. Olga Lebedeva Role: Finance manager, Strategic Planning Education: CSR & NGO Management MBA; International Relations BA; Organizational Management Diploma Competence: Olga has startup experience and experience on finance planning and reporting; has been working for 3 years as a project manager. Sung Wang Role: Sales manager, Marketing, Packaging, HR, PR Education: CSR & NGO Management MBA; Chinese Literature BA Education and Media Management minor.
  38. 38.  38 Competence: Sung worked for her university newspaper for 3 years with additional 3 years NGO experience in public relations and as a project manager. Management compensation and ownership The SHinE will be owned by its 4 founders and with equal shares. The dividends will be paid on yearly basis starting from the 2nd year. Board of Directors Board of directors will include all 4 founders of SHinE: Jalaj Batta, Shay Clark, Olga Lebedeva, and Sung Wang. Board of directors shall meet regularly to discuss and coordinate the working activities of SHinE and the development strategy. For this purpose the regular meetings should be held. The schedule of the meeting should be defined on the first meeting of the board.
  39. 39.  39 Financing Requirements and Opportunity Plan of production 5 women produce 20 lamps in 6 hours with 10 day for drying the lamp, 1 day for drying the paint. 5 women produce 20 lamps in 4 days using 6 hours. In one month (28 days) 7 producing cycles could be made. In one month we can produce 7*20=140 lamps. Each woman works 6 hours per cycle, which means 1.5 hours per day and 42 hours per month. The average salary for is 54 EUR per month, that, divided by monthly working hours we have 54/42=1,3 EUR/hour. SHinE is aiming at the fair wages for its employees, so it was decided to pay 6 EUR/hour. Thus, the monthly salary of a worker will be 252 EUR. The cost of production of one lamp is approx. 9.2 EUR per lamp Demand of materials To understand the cost of production for one lamp it is necessary to sum up all the cost of materials needed and the costs of production, i.e. the cost of staff, the cost of social benefits and the premises maintenance. In the table 1 below we see how much material is needed quarterly to produce the product. Item Unit 1 Q 2 Q 3 Q 4 Q paper kg 41 225 378 378 flour kg 41 225 378 378 lightning kit piece 45 250 420 420 paint l 3,38 18,75 31,50 31,50 balloons piece 50 275 462 462 cardboard boxes piece 45 250 420 420 tape piece 5 25 42 42 blender piece 5 0 0 0 shredder piece 10 0 0 0 salt kg 1,35 7,50 12,60 12,60 Table 1. Demand of materials for the first year Paper waste is collected by people in the slums in order to be sold to paper processing companies. The price for the paper is 0,05 EUR (4 Rs) per 1 kg81 . It is planned to buy such paper from the local people. In this way it is possible to support local population and assist solving the problem of waste in the cities. Balloon cost82 is estimated as 0,01-0,50 EUR per balloon. 81 Trash to Cash, Business Today, April 5, 2009: http://www.itcportal.com/ReturnViewImage.aspx?fileid=139 82 Balloon supplier: http://www.alibaba.com/product-detail/China-Manufacturer-2014-New-36- Inches_1782260062.html
  40. 40.  40 The flour is necessary for the process of making paper mache. It is calculated that the ratio of paper and flour is 1:1. The lighting kit is shipped in the box and is assembled with the paper lamp by the customer. It is necessary because of the shipping conditions. The price of one lighting kit is 4 EUR. In order to keep the product local and sustainable, it was decided to use the AURO paint. It is ecologically friendly, CO2 certified, made of natural materials and produced in India. The price for 0,375 liters is 10 EUR. In order to pack the product we need cardboard boxes, tape and shredded paper. All these we are going to purchase, and the paper we make on the spot. The prices can be found in the Table 2 below. Costs of raw materials current 1 Q 2 Q 3 Q 4 Q Paper EUR/kg 0,05 0,05 0,05 0,05 0,05 Flour EUR/kg 0,64 0,64 0,64 0,65 0,65 Lightning kit EUR/piece 4,00 4,01 4,03 4,04 4,06 Paint EUR/l 26,70 26,80 26,90 27,00 27,10 Balloons EUR/piece 0,01 0,01 0,01 0,01 0,01 Cardboard boxes EUR/piece 0,10 0,10 0,10 0,10 0,10 Tape EUR/piece 0,50 0,50 0,50 0,51 0,51 Blender EUR/piece 33,00 33,12 0 0 0 Shredder EUR/piece 15,00 15,06 0 0 0 Salt EUR/kg 3,00 3,01 3,02 3,03 3,04 Table 2. Costs of raw materials From that said, the Cost of production can be calculated. Expense 1 Q 2 Q 3 Q 4 Q Raw materials thousand EUR 0,6266 1,7313 2,9193 2,9300 Wages thousand EUR 3,7939 3,8079 3,8219 3,8359 Social Contributions thousand EUR 0,3908 0,3922 0,3937 0,3951 Total 4,8113 5,9314 7,1348 7,1611 Table 3. Cost of manufacture The total cost of a lamp for the first quarter of production will be 107 EUR per lamp, in the second quarter it will lower to 24 EUR per lamp, and then starting from the third quarter it will be 17 EUR per lamp. The initial capital investment that SHinE needs is 5000 EUR. Furthermore, it is necessary to foresee the situation when the revenue from sales are more or less than expected. Having done that we are making sure that the company will not go bankrupt in case of low revenues and how much more investments could be required. The data is given for the first year.
  41. 41.  41 Level of revenues from sales (thousands EUR) 70% 80% 90% 100% 110% 120% 130% Result indicators NPV for full investment costs 24,1 29,3 34,5 39,6 44,8 50,0 55,1 Financing of circulating capital needed -3,6 -4,4 -5,3 -6,1 -7,0 -7,8 -8,7 Table 4. Sensibility analysis The NPV of an investment is determined by calculating the present value of the total benefits and costs which is achieved by discounting the future value of each cash flow. If the NPV is positive, the project is profitable. In the case of SHinE the investments will be returned, as the organization is profitable. Another financial indicator is a Profit and Loss statement. It has been calculated for the period of three years, as after the third year SHinE is planning to expand to the new international markets and it has to be projected and defined separately. Unit of Measure: € Total revenue 460 000 Cost of Goods Sold 32 039 Gross Profit 427 961 Expenses Accounting and Legal Fees 15 000 Advertising 9 000 Rent for Premises 4 680 Product Development 945 Training 900 Wages and Salaries 46 640 Social Contributions 4 785 Total Expenses 81 950 Profit Before Tax 346 011 Profit After Tax 238 747.59
  42. 42.  42 Profit and loss statement shows the revenues, costs and expenses that are planned to incur within 3 years of planning period. Break even analysis Unit of Measure: € Fixed Costs Per Month Wages and Salaries 1 660 Rent 130 Advertising 300 Total Fixed Costs 2 040 Variable Costs Cost of Goods Sold, per unit 7 Break Even 2040 / (100 - 7) = 22 lamps This means that selling 22 lamps per month will make SHinE’s break even point.
  43. 43.  43 Statement of cash flow estimate for the next three years Unit of Measure: € Items 1st year 2nd year 3rd year Operations Cash Receipts from Customers 114000 171000 174000 Cash Paid for: Inventory Purchases (8207) (11828) (12003) General Operating and Administrative Expenses (1560) (1560) (1560) Wage Expenses (15260) (21680) (31429) Taxes (21453) (42905) (42905) Net Cash Flow from Operations 67520 93027 86103 Investing Activities Cash Receipts from Sale of Property and Equipment - - - Cash Paid for Purchase of Property and Equipment - - - Net Cash Flow from Investing Activities - - - Financing Activities Cash receipts from Insurance Stocks - - - Cash paid for Dividends 0 (12000) (11400) Net Cash Flow from Financing Activities 0 (12000) (11400) Net Increase in Cash 67520 81027 74703
  44. 44.  44 Annexes Annex A CURRICULUM VITAE Jalaj Batta Date of Birth: 3th June, 1988 Nationality: Indian H.No.70 Gandhi Colony Model Gram, Ludhiana Punjab, Pin Code – 141002. Email: battajalaj@gmail.com Ph. No.: +49-1782300065 CURRENT EDUCATION MBA in CSR-NGO Management EDUCATIONAL QUALIFICATION M.Sc Extension Education (Rural Communication) (2009-2012): College of Home Science, Punjab Agricultural University, Ludhiana Aggregate Percentage: 71.3% Minor Subject in M.Sc : Sociology Supporting Subject in M.Sc : Journalism B.Sc(Hons.) Home Science (2005-2009): College of Home Science Punjab Agricultural University, Ludhiana Aggregate Percentage: 72.9% Courses covered under B.Sc(Hons.): Food and Nutrition Human Development Family Resource Management Extension Education Clothing and Textile 12th Standard (2005): Baba Isher Singh (N) Sr. Sec School, Ludhiana, (Punjab) Punjab School Education Board Aggregate Percentage: 55.55% 10th Standard (PSEB) (2003): R.S Model Sr/Sec School Ludhiana (Punjab)
  45. 45.  45 Punjab School Education Board Aggregate Percentage: 70% INTERNSHIP Two Months Internship (2009): Doordarshan Kendra, Jalandhar Two Weeks Internship (2009): Communication Centre, Punjab Agricultural University, Ludhiana COMPUTER SKILLS: MS Office, Adobe Photoshop, E-mail, MS Word, MS Excel and Power Point EXPERIENCE I have done my internship in Envistra Gmbh (Enviromental Sciences) under Project Manager for six months and completed it in june. I have experience as a Sales Manager in Gold’s Gym (American Chain) and was manager in Colossus Gym. I have experience of doing field work in my Masters Research. FUTURE PERSPECTIVES I want to join an NGO and serve humanity as i have done my M.Sc in Extension Education and also doing CSR-NGO Management which would be great combination. ADDITIONAL SKILLS/ ACHIEVEMENTS Member of basketball team, Punjab Agricultural University, Ludhiana and played at inter-varsity level. Represented Punjab Agricultural University in cartooning competition. Achieved third position in creativity in Youth Festival. Home tutor for students till XI standard of Central Board of Secondary Education and Indian Certificate for Secondary Education Board. I have worked as a manager at K.P Aggarwal Trading Co. from 3rd September, 2012 till 28th February 2013. I worked with Gold’s Gym, an American gym chain as a Sales Manager from 2nd March, 2013. PERSONAL PROFILE Name: Jalaj Batta Father’s name: Mr. Rakesh Batta Mother’s name: Mrs. Jaya Batta Date of Birth: 3rd June, 1988 Place of Birth: Ludhiana (Punjab) Nationality: Indian Languages Known: English, Punjabi and Hindi (Written and Oral fluency in all three) Hobbies: Reading, fitness training, nutrition advisor, tutoring, painting, music, dancing.
  46. 46.  46 Annex B Shay Clark PROFILE I am a current MBA student with experience in project management, public relations, marketing, recruitment, and education. Additionally, I am an NGO co-founder, native English speaker and English teacher, and have strong spoken German and basic French skills. EDUCATION Bonn-Rhein-Sieg University of Applied Sciences Bonn Class of 2016 Corporate Social Responsibility and NGO Management MBA ITTT International TESOL and TEFL Training Online Teaching English as a Second Other Language TESOL Certificate January-June 2013 University of Central Arkansas (UCA) Conway, Arkansas USA Class of 2011 Psychology Bachelor of Arts Minors: Management, Interdisciplinary Studies (Honors College) Grade Point Average: 3.97 (Germany 1,1) Summa Cum Laude Mount Allison University Sackville, New Brunswick Canada Fall 2010 Study abroad with focus on Management and Marketing Saint Anne University Nova Scotia, Canada Summer 2010 Intensive French Immersion RELEVANT WORK EXPERIENCE Private TESOL English Teacher Private Lessons Leverkusen January 2013- Present  Provide private English lessons beginner through advanced Project Manager Building Projects USA, Germany, France June 2010-January 2015  Designed and implemented landscaping and renovations Information Desk Clerk UNFCCC Conference Bonn June 2014 • Scheduled meetings, informed visitors, and created informational materials Poverty Educator Heifer International Arkansas, USA May-December 2011  Taught international causes and affects of poverty and hunger  Empowered students to end poverty via agricultural practices, lifestyle changes and environmental protection Pedagogical Associate UCA Honors College Arkansas, USA January-May 2011  Taught higher level writing skills to advanced university students Outreach Specialist UCA Margin of Excellence Arkansas, USA March 2009- April 2011  Engaged in Public Relations & Marketing tasks  Built relationships with university Alumni and solicited donations Outreach Assistant UCA Counseling Center Arkansas, USA January-May 2010  Performed Marketing (Print & Electronic) & Educational services  Advertised center events and services Head Coordinator UCA Green Week Event Arkansas, USA September 2009- May 2010  Coordinated all Management, Marketing, Public Relations, Logistics, and Human Resources activities  Recruited volunteers and managed teams
  47. 47.  47 NGO Co-Founder & Vice President University Students Coordinating Awareness and Relief Efforts (U-CARE) Arkansas, USA September 2007-May 2011  Handled Management, Marketing (Print), and Human Resources tasks  Recruited volunteers, managed events SKILLS & INTERESTES, LANGUAGES & ADDITIONAL INFO  MS- Office Suite, Photo & Video Editing  Tango and Salsa dancing, Yoga, dog training  Native English, German C1.1, French A2  German Aufenthaltserlaubnis & Arbeitserlaubn
  48. 48.  48 Annex C Curriculum Vitae Sung WANG 王頌 E-Mail iamisis@gmail.com Address Hubertusplatz 2 52064 Aachen, Germany Personal Date of Birth March 4, 1985 Citizenship Taiwanese Précis An MBA student who is thoughtful, organized, positive and keen to seek the opportunity to develop a career life in Europe. Language Skills Mandarin: native English: fluent (IELTS 6.5) German: basic Education 2013 – present MBA of CSR&NGO Management, Hochschule Bonn-Rhein-Sieg, St.Augusting/Rheinbach, Germany. 2008 Bachelor of Arts in Chinese, Tamkang University (TKU), Taipei, Taiwan. • GPA: 3.73 of 4.0 • Public elementary school teaching certificate. Honors and Awards 2007 Phi Tau Phi Scholastic Honor Society. • Honorary member of the society (TKU branch). 2004 & 2005 TKU Times Excellent Reporter of the Year. • Displayed excellent performance in the 2nd semester of 2004 and in the 1st semester of 2005. Working Experience Mar. 2010 – Apr. 2013 Project and Planning Specialist, Jing Chuan Child Safety Education Foundation. • Responsible for several projects per year: educational promotions, money raising, etc. • Media and public relationship: holding press conferences, release newsletters, etc. • Secretary of CEO (Sep. 2011 – Aug. 2012). • Responsible for editorial and publishing of a yearly magazine presenting the accomplished projects of the foundation. Jun. 2009 – Jan. 2010 Project Specialist, Taiwan Design Center. • Responsible for several projects: Aboriginal Art Design, EPSON wallpaper design competition. May – Sep. 2008 Assistant, Fei Bao International Culture Company.
  49. 49.  49 • Responsible for office administration and data/document processing. • Editorial and spell check. Sep. 2011 – Aug. 2013 Private Tutor. 2004 – 2006 Reporter, TKU Times. • Journalist of school newspaper for two years. Teaching Experience: • Teaching 1st grade to 12th grade students Chinese writing and literature. • Teaching foreign students Chinese as their second language. • Internship teacher in public school. Voluntary Work Sep. – Nov. 2006 Script Writer, Shuanglian Elementary School. • Writing scripts for teaching children how to behave properly. Jun. 2006 Camp Leader, English Camp in Shinmen Elementary School. • Executive officer of English Camp in Shinmen Elementary School. Feb. 2006 Curriculum Designer, Youth Society Service Association. • Volunteer for the 11th Youth Volunteer Workshop. Jan 2004-Jul. 2005 Volunteer Worker, NGO Kingcar Education Foundation: • Chinese Teacher, Chinese Language and Culture Camp; WA, USA. • Teacher, Taiwan Youth Diplomat Program; WA, USA. • 2004 Assistant Teacher, Taiwan English Schweitzer Program; Taiwan. • English teaching, English teaching program design, management in the countryside of Taiwan. Publications/Reports 2004 – 2006 Around 100 publications (articles and reports) in TKU TIMES. Extracurricular Activities Aug. 2006 Taiwan Representative, Vienna International Model United Nations (VIMUN); Vienna, Austria. Sponsored by the Ministry of Foreign Affairs, Ministry of Education, and NGO Kingcar Education Foundation. • Received four months training in International Relations and Foreign Affairs, Aug. 2005 TKU Representative, Global Hanma 2005 Korean Language and Culture Program; • Acted as delegate of Malawi in the Economic Commission for Africa (ECA). • Study Korean language and culture in Kyungnam University, South Korea.
  50. 50.  50 Annex D Curriculum Vitae Name: E-mail: Phone: Date and place of birth: Nationality: Work Experience: 03.2014-06.2014 07.2012-08.2013 09.2011-03.2012 03.2010-07.2011 06.2008-12.2008 University Education: 09.2013-today 09.2006-07.2011 Vocational education: 09.2009-06.2010 08.2009 10.2007-06.2008 Secondary Schooling: 09.1995-06.2006 Special Skills and Interests: Languages: Computer skills: Hobbies: Bonn, 19.01.2015 Olga Lebedeva olga.s.lebedeva@gmail.com +49-1575-65-73-504 / +39-33-963-89-889 17 May 1989, Chelyabinsk Russian Internship. UNO (United Nations Convention to Combat Desertification), The Capacity Building Marketplace, Bonn, Gemany Improvement of the social media policy of the department, realization of the social media campaign Project manager Chastnaya Stomatologiya LLC, Chelyabinsk, Russia Processes optimization, development of projects Foreign-economic activity manager Impex LLC, Yekaterinburg, Russia Conclusion and management of contracts in the area of Oil & Gas Business-development manager Chastnaya Stomatologiya LLC, Chelyabinsk, Russia Development and realization of business plan, reporting, translations and interpretations Translator Center of Innovational Business, Yekaterinburg, Russia Translation of 12 issues of the “Tyumen bulletin” magazine (Oil & Gas) Bonn-Rhein-Sieg University of Applied Sciences, Bonn, Germany Master of Business Administration in CSR & NGO Management Ural Federal University named after B.N. Yeltsin, Yekaterinburg, Russia International Affairs, Diploma (Specialist) Retraining and Requalification Institute, Ural State University, Yekaterinburg, Russia Organizational Management, certificate Center for Business Education, Yekaterinburg, Russia Project Management, certificate Stanford University, USA Democracy, Development and the Rule of Law (distant course), certificate Classic School No 127, Snezhinsk, Russia Russian (native), Italian, English (TOEFL ibT 104 (R28 L27 S24 W25)), German (TestDAF (L5, H3, S3, M3)), Italian (fluent) Microsoft Office, Photoshop, Internet, Sharepoint Tennis, photography, cooking
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