Developing organisational structure of a new venture e-groceries

1. DWO ETE
Ankush Vij
401157003
Section 3

2. Business: e-groceries
An online portal for selling all sorts of grocery items from fruits and
vegetables to branded tea, coffee, rice, flour, noodles etc. so that
people can easily buy groceries sitting at home just by a click.
Initially the service will be provided in Gurgaon, since the presence
of suitable market segment and no competition.
Mission:
 To be the largest online grocery store in the country which delivers
all the personal and household needs of the customers right at their
doorstep.
 To become a customer friendly online food and grocery store.
 To make grocery shopping easy and convenient so that no time is
wasted in this process.

3. Objectives:
Short term
To deliver in every corner of the city within an year
To reach a delivery time of 2 hours
To cover whole NCR within 5 years
Long term
To cover all the big cities in the entire country
To never be out of stock
To make e-grocery shopping customers’ preference rather
than going to the store

4. Business Model
Key Partners
•Farmers
•Large scale retailers
like Wal-Mart
•Logistics(delivery
vehicles)
Key Activities
•Online portal
for grocery shopping
•Delivery on online as
well as telephonic
orders
Customer Segments
•Working Couples
•Students
•Single working
employees
•People who cant go
to stores
Value Prepositions
•Fresh Groceries
•In time delivery
•Free delivery
•Cash on delivery
•Ubiquitous delivery
throughout the city
•24 hour service
Channels
•Online
•Telephone
Cost Structure
•Purchasing costs
•Inventory costs
•Website handling
cost
•Delivery costs
•Advertising costs
Revenue streams
•Cash on delivery
•Credit/Debit Card
payments
•Third party
payments(PayPal, Pay
TM, etc)
•Advertisements on
the website
Customer Relationship
•Occasional discounts
•Loyalty discounts
•No questions asked
refund policy
•20% off on a minimum
order 1500

5. Customers can open the website and can place their order online.
Payment mode can be selected by customer as per the preference.
Our site has the following options:
Cash on delivery
Credit/Debit card payment
Third party payments
Customers can also place order on telephone and can avail cash on delivery.
The order will be delivered to the customer at the place and time of their
choice
Since we will buy in very large quantities so we can buy at cheaper
price and hence will be able to sell to the customer at a price cheaper
than the market price and still make profit.
Other source of revenue will be advertisement on our site.
A vast range of varied products, in time delivery and quality product
will ensure good sales.
How the customer will be served?
How we will make money?

6. CFO
Yash Mathur
Finance
CIO
Karan Mehra
Logistics
Marketing
Operations
Information
Systems
Delivery system
Market Research
Product
Business Strategy
Business
Development
Business
CEO
Ankush Vij
Basic Organizational Structure

7. Organizational Structure at the beginning(In 2015)
Business Development
and Strategy
CEO: Ankush Vij
Information Systems
CIO: Karan Mehra
Operations : OutsourcedLogistics : OutsourcedMarketing : Outsourced
Finance
CFO: Yash Mathur
Total number of departments is 6
Broad classification is as above
Ankush Vij, CEO heads Business Development and Strategy as well as Logistics
department
Yash Mathur, CFO is head of finance and marketing department
Karan Mehra, CIO is head of IS and Operations
For this year Marketing, Logistics and Operations were outsourced but supervised by
the respective founders as shown in the structure
Key Points

8. Finance
CFO: Yash Mathur
Assistant manager 1
Assistant manager 2
Accountant
Marketing
Marketing Head
Yash Mathur, CFO
Manager1
Manager2
Information Systems
CIO: Karan Mehra
Engineer
Assistant
Logistics: Outsourced
Organizational Structure in 2016
Operations: Outsourced
Business Development
and Strategy
Department Head
Ankush Vij, CEO
Manager 1
Business Analyst
In House marketing department will be established, headed by Yash Mathur, CFO
For this year Logistics and Operations were outsourced but supervised by the
respective founders as shown in the structure in previous slide
Key Points

9. Finance
CFO: Yash Mathur
Deputy manager
Assistant manager 1
Assistant manager 2
Accountant 1
Accountant 2
Marketing
Marketing Head
Deputy manager
Assistant Manager1
Assistant Manager2
Information Systems
CIO: Karan Mehra
IT head
Engineer 1
Engineer 2
Assistant 1
Assistant 2
Logistics
Logistics Head
Deputy manager
Assistant Manager 1
Assistant Manager 2
Organizational Structure in 2017
Business Development
and Strategy
Department Head
Ankush Vij, CEO
Manager 1
Manager 2
Business Analyst 1
Business Analyst 2
Operations
Operations Head
Operations manager
Assistant Manager1
Assistant Manager2
Logistics and operations department will be established this year(No outsourcing of
management)
Key Points

10. Finance
CFO: Yash Mathur
Senior manager
Deputy manager
Assistant manager 1
Assistant manager 2
Accountant 1
Accountant 2
Marketing
Marketing Head
Senior manager
Deputy manager 1
Deputy manager 2
Assistant Manager1
Assistant Manager2
Information Systems
CIO: Karan Mehra
IT head
Developer
Engineer 1
Engineer 2
Assistant 1
Assistant 2
Logistics
Logistics Head
Senior manager
Deputy manager 1
Deputy manager 2
Assistant Manager 1
Assistant Manager 2
Organizational Structure in 2018

11. Product and
Market Research
Department Head
Ankush Vij, CEO
Manager
Business Analyst
Operations
Operations Head
Operations manager 1
Operations manager 2
Assistant Manager1
Assistant Manager2
Assistant Manager3
Business Development
and Strategy
Department Head
Ankush Vij, CEO
Senior manager
Deputy manager
Business Analyst 1
Business Analyst 2
A new department for Product and market research will be established which will be
headed by Ankush Vij and will look after the market scenarios, product demand, sales
statistics, etc.
Key Points
Contd.

12. Finance
CFO: Yash Mathur
Chief Auditor
Senior manager 1
Deputy manager 1
Deputy manager 2
Assistant manager 1
Assistant manager 2
Accountant 1
Accountant 2
Marketing
Marketing Head
Senior manager
Deputy manager 1
Deputy manager 2
Assistant Manager1
Assistant Manager2
Information Systems
CIO: Karan Mehra
IT head
Developer
Engineer 1
Engineer 2
Engineer 3
Assistant 1
Assistant 2
Logistics
Logistics Head
Senior manager
Deputy manager 1
Deputy manager 2
Assistant Manager 1
Assistant Manager 2
Assistant Manager 3
Organizational Structure in 2019

13. Product and
Market Research
Department Head
Ankush Vij, CEO
Senior manager 1
Deputy Manager 1
Business Analyst 1
Business Analyst 2
Business Analyst 3
Operations
Operations Head
Operations manager 1
Operations manager 2
Assistant Manager1
Assistant Manager2
Assistant Manager3
Business Development
and Strategy
Department Head
Ankush Vij, CEO
Senior manager
Deputy manager
Business Analyst 1
Business Analyst 2
Business Analyst 3
*Total Employees = 47
Contd.

14. Responsibilities of departments
Information Systems
Construction and maintenance of website
Establishment and maintenance of IT equipments required in the organization
Establishing ERP systems in the organization
Logistics
Delivery of the products
Handling of cash in case of cash on delivery
Taking products back in case a faulty product has been delivered
Finance
Recording all the transactions
Maintaining balance sheets and income statements
Payments to the suppliers
Paying taxes
Developing quarterly budgets and tracking performance

15. Marketing
Advertisements(TV, newspapers, radio, banners, etc)
Public relations
Developing new promotional offers
Making sales strategies
Operations
Inventory Management
Material Requirement Planning
Production Planning and control
Facility layout planning
Business Development and Strategy
Developing new ideas and strategies that shape the business
Growth of Business
Business analysis
Business research
Product and Market research
Market surveys to know the customer segments
Keeping track of competition
Research analysis for what to sell and what not

16. Strategy for organization
As the business is one of its kind in the specified location, so it comes under the
Prospector strategy
There is no direct competition that is there are no online grocery sellers in
Gurgaon but there are grocery stores as well as vendors which are a challenge to
the business
Prospector is high on exploration but low on exploitation of opportunities and
high on effectiveness but low on efficiency
Exploration includes search, variation, risk-taking, and innovation.

17. Contd.
As a prospector, the organization will have to maintain its competitive position by being
new and making changes to the competitive situation
The organization will have an advantageous edge being the initiator
Continuous innovation along with maintaining quality of service will be the key to
success