Business Context The ideaWe are proposing a business model of a “Orphan-Heritage Home – MOTHER LAND“which will be run, maintained and facilitated by the women of Kuzhipanthandala.This unique heritage home will provide vocational training to all orphans above the age of14 years in arts and craftsmanship and will position itself as a place where you can not onlyvisit and buy, but can experience the Incredible India. Why its required In this nation of villages there are several villages like Kuzhipanthandalam, which arestruck by problems like migration, poverty and lack of opportunities. This part of South India is well known for its heritage, temples and its arts and crafts.But along with that, this region is also known for its many orphanages, a place wherethis future generation lies in hand of uncertainties, lack of knowledge and ignorance. After looking at the statistics we felt that there is a need to support our future whichlies in darkness of those orphanages and provide them the opportunities and experience tolive a better life. Who will benefit and how With this initiative we will empower the women of rural India giving them a sustainablefuture with steady returns along with that we are working toward to create a better worldfor the future of our country- orphan kids who don’t have much opportunity Along with these two sections of society we will promote the Indian culture atinternational level promoting the tourism industry as well.Proposition The Product/Service The business model proposed exploits the inquisitiveness among the visiting touristsabout India. Their desire to know the real India, Bharat, attracts them to be engaged in variousactivities within the country. It is this Experience that we want to exploit by providing them a platform to work withour “Orphan-Heritage Home – MOTHER LAND“. In our mother land, the Tourist willbe spending time with the orphans and would help them to learn art, handicraft, poetryetc. Uniqueness(USP) The concept put forth is yet to be adopted by any other organization in India. Theseunique hands on experience of real India will attract foreigners to this soil and itwill boost the tourism Industry. We will try to capitalize the Emotional Quotient of the people rather than theirbuying powerMarket Size Estimation & Market opportunities Target segments, market size
Indian outbound tourist flow has increased at a CAGR of 12.79% over the five-yearperiod spanning 2007-2011. Tourist influx to India is has increased at a CAGR of 22.65% between 2007 and 2011. India’s share in global tourism is expected to reach 2.1% by 2015. Opportunities-What this segment looks for:The foreign tourist segment looks forward for exposure of culture of India in its raw formwhich now a days is getting diluted due to westernization of the nation. Thus there is ahuge market opportunity to tap the interests of these tourists to provide them a platformwhere they can experience the incredible India.Competitive Positioning Similar products/ servicesHeritage homes, in and around Tamilnadu, promoting the Indian culture would be ourcompetitors. These heritage homes make art crafts with a sole aim to sell their products.This build an impression about these heritage homes merely of a business industry ratherthan a cultural promoting venture. How does your offering compare We on the other hand would make the tourist experience the feel of making the culturalartifacts themselves along with the workers so as to involve them in the custom. We would make them experience the Incredible India. This would instill in them asense of belonging and would urge them to buy the products as souvenirs.Market Strategies Market entry barriers Convincing other orphanages to work in collaboration with us and ensuring them aboutthe bright future and empowerment of their children. Restricted access to distribution channels for our products. Generating funds for investments over land and capital for infrastructure for our orpho-heritage centre Fierce competition that we will face from existing heritage centers. Entry strategies Clear Product Differentiation: our value proposition in the market is unique. Social entrepreneurship: our heritage home will be promoted as a socialentrepreneurship venture which will signify women empowerment and create vocationalopportunities for youth. Alliances and partnerships Indian ministry of Tourism- “Atulniya Bharat”: As we will be promoting Indianheritage and culture and market the need of experiencing it at international level Women Empowerment organizations: Alliance with numerous NGOs that are workingtoward the same goal proposing for investing in the proposal.
NGOs working for children- “CRY, Pratham etc”: Alliance with NGO working forChildren . Our conceptual home will not only provide a good and sustainable future tothese children but also expose the world to present condition and self sufficient youth ofIndia, and this will change the face of India at global level.Roll out Plan Resources required Infrastructure: land and capital to construct our conceptual orpho-heritage home. People: Trainers for women for art and crafts training along with pottery, mehndi etc Active promotional force in Tamilnadu and online promoters of venture. Initial management force which will operate and supervise the rollout plan andmanage the revenue and expenditure. Promotion: Promotional campaign will be rolled out at the international level inassociation of our NGO alliances; the positioning of this heritage home will be a placewhere we can experience the incredible India. Main channels of our promotion will be: On ground activation promotion in Tamilnadu. Social networking sites like Facebook, twitter and advertising over sitespromoting Indian tourism (incredible india.com etc) Implementation schedule Phase-1: (1 to 1 and ½ month time Period):1. Motivating and providing training to these women according to their interest andexpertise through professional trainer.2. Motivating the nearby orphanage home to send their grown-up children (above age 14)here for vocational training, this will give them a livelihood for future.3. Fund collection through corporate sponsorship, donations and NGO’s own funding forbasic infrastructure development. Phase-2: (1-1.5 months):1. Providing the basic training to the orphan children2. Developing the Infrastructure and division of work3. Work for Official Proceedings (To be fully supported by parent NGO).4. Advertisement for the “MotherLand -Experience the India” to attract Tourists. Phase-3: (2 Months):1. (Fully fledged advertising through NGO) Tied up with government tourism departmentand other private tourist service of the foreign tourist.2. Supplying the crafts and other produced materials to the nearby Market. (Revenuegeneration should start)The TeamHere we have to start a venture for 10 women.
Division of labor Caretakers and Residential cook: women whose husbands are working as migrantlabor will fit for this role. Trainers: The women having a base of primary education would be given training intosemi-skilled areas. Five of the women would be chosen and would be trained in makinghandicrafts, art crafts, Sewing and embroidery, mehendi etc. The team, fit with the project Experts to impart training to the women through parent NGOs. After training these women will share their skills to the orphanages above the age of 14. Profile of the management team External Management during initial phases. Slow transition of responsibilities to women through proper training, when the venture isoperational .They, then will supervise and look into financials as well.Investment Details Project cost:Purpose Details Cost(INR)Basic Infrastructure(one time) Bed and shelf, kitchen accessories and other basicneeds,(Permanent)100000Infrastructure (per month) Primary Research (House Rent, electricity andtelephone expences)15000Monthly Food Provision Primary Research(Hosanna Children Home) 15000Monthly other Expenditure Dress and other essential material 10000Cost for initial Raw Material From local market 10000Basic Training Cost For trainers and Experts 50000Promotional and MarketingActivity30000total initial cost of establishment for 3 months= INR (100000+ (3X130000)) =INR4,90,000 =Approx(5,00,000) Source of funds: (for initial establishment) Primary source of funds from NGO Donations from local industrialist and philanthropist Sponsorship from Corporate houses and MNCsFinancial Projections Estimated income, profit: As it is a non-profit organization, we will only focus on sustainability of the organization. Expenses’ per month and the nominal income for the women and Orphan adults will bearound INR 2,00,000.
For first 3 months we will not focus on any income. In long term through sales or activityof tourism we, will focus on recovering of our operating cost. Breakeven level and Growth:2 years will be our target for breakeven point. Further we will focus on infrastructuraldevelopment and growth in size of the organization.Social Value Proposition Social outcome of the venture: Women empowerment Promotion of Indian tourism Providing the skills for the livelihood to young orphan adults Assess inputs: Not high level skill or expertise are required Materials are locally available (minimal cost) For initial days training will be provided Human capital is internal (Women from the village Kuzhipanthandalam and theOrphan students of the MOTHER LAND) Activities: Vocational training to all orphans above the age of 14 years in arts and craftsmanship Supplying the crafts and other produced materials to the nearby Market,Mahabalipuram Providing an experience of the making of crafts and arts to tourist. Day to day operation of the MOTHER LAND by women from the villageKuzhipanthandalam Goal attainment:Integrated growth of all the communities involved in the project with growth of the country.Tracking the social value(Social output indicators that you can measure to ascertain whether your venture is on track inmeeting its social benefit objectives)1. Number of absolute tourist and their growth in a particular duration (in first 6 months)2. Earning of the women members of the MOTHER LAND after initial 3 months period3. Increase/decrease in number of orphans in Motherland and the market demand of their productproduced.Monetize intended social value Social Return on Investment:Here the venture/project is by an NGO, so the profit from this project itself is the social return. Establish metrics to evaluate fulfillment:(Make the below matrices for every month)
The above quantities output can give the growth in a statistical way.Qualitative Output Cannot be measured. Such as:1. Satisfactions of Orphans in doing this work.2. Experience of the tourist3. Satisfaction of the women of the villageBut it can be observed for a longer period to monitor the improvement in their lifestyle.Social Return on Investment Define outputs (directly attributable in monetary value): Handicraft Sales Entry fees collected from Tourist Donations and sponsorships Developing Social cash flow:Risk Evaluation Risks perceived: Internal Conflict Unethical practices Problem on Infrastructure.Stake holders ofMOTHERLAND(Women, Orphans)Tourist,Corporate,IndiviualCustomersNGOSOCIETY
Monitory instability Risk mitigation strategies: Ethical and business practices training to the women Financial and Official processes to be reviewed by the NGO in a regular basis NGO support for financial and managerial activity, whenever need requiredAwareness Program Launching Campaign: Before launching, the concept should be discussed with “GRAM SAVA” members of thevillages. The role and the responsibilities for the venture should be explained to the WomenMembers, who are interested for this project. The mission and vision of the project should informed Family head and Husbands ofthese women.Communication Strategy Advertisement: No budgetary advertisement. Inauguration of the Project inviting with some Renowned Social Activist Only hoardings on the way of Chennai to Mahabalipuram Articles on the News paper Active forum and interactive activity in Social MediaSustainability Feasibility:The idea of this venture is absolutely feasible and attractive as supported and sustained by thesupport of parent NGOs and the scale of investment and operations required for the successof this venture. Long term Sustainable solution:In long term the Venture will be self sponsored as per the calculations steady returns will bethere after 5 months of the start of operations, so reinvesting of funds for furtherdevelopment and expansion will happen which will promote the case and conceptualizesimilar orpho-heritage home across the nation.Innovation in Approach Technology In long term when the venture is renowned at international level and business is onboom then technological aspects of booking the days of visiting the heritage home andall accounting of expense and income will come in to play. This will result in better efficiency and more revenue generation Government/Corporate Involvement: MOU with the tourism ministry where the tourismministry will promote similar heritage homes at the national and international level.