IIFT - Arijit Agasty
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This document summarizes a business plan for Vriksha Mantra, a company that produces small potted plants as accessories. The products feature miniature plants grown in polymer or plastic pots that can be worn as pendants, bracelets, or used as decorative items. The plants are sourced from nurseries in India. The marketing strategy involves cause marketing partnerships and positioning the products as eco-friendly fashion statements. There is currently no direct competition in India. Sales are projected to start at 500 items per month and grow to 30,000 items in the first 1-2 years as brand recognition increases.
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- 1. Vriksha Mantra -Trendsetter Arijit Agasty
- 2. Executive Summary Business Motto : Green Life, Great Life! Business Headquarter : Kolkata The product idea encourages to be close to nature always and we project it as a style statement. Small plants in the form of accessories, as decorative items for preserving that bit of nature in you.
- 5. Product details Features of the product : Small potted plants/sprouts/shoots/roots used as pendants, wrist bands, hair clips, bag tags, almirah/fridge magnets, decorative pieces for table Plants : Sedum, Bromeliads (Tillandsia) available in nurseries Material for pots : polymers, plastic, water tight Plants transported from nurseries in Kalimpong and Darjeeling Customization : Customers can send their own design for the pots, if feasible
- 6. Marketing strategy Promotion : cause marketing, tie ups with environmental organizations Placing : projecting as a nationalized brand Positioning : offer to target group as green initiative, eco friendly and style statement Target Group : nature lovers and fashion conscious , teenage female, working class women
- 7. Competitor analysis Currently, no competitor in the market with a similar product in India. Though similar products are available in US.
- 8. Financials(a brief summary) Expenditures : Raw Materials : according to the customization and size of the product Plants - INR 100 to 300 Pots - INR 50 to 100 Key chains/Magnets - INR 20 to 50 Chain(Necklace) - INR 150 to 250 Website hosting - INR 1000 to 1500 per year Delivery charges : INR 50 Income : INR 50-100 margin on each product Sale target – about 500 items per month initially
- 9. Future growth forecast Sales estimation in the first 1/2 years : starting with 500 items per month to 30000 Growth expectations in the next 5 years : brand recognition and opening up stores in Mumbai, Delhi, Kolkata, Bangalore, Hyderabad, Chandigarh
- 10. Rationale : Using recycled material in the products is not new to Indian market, but actually using plants is Fashion has now become an integral part of youth with brand consciousness catching up even with adults
- 11. Thank you!