The project is focussed on the startup of the company delivering "Men Grooming tricks & Tools" in three global markets simultaneously. It also explains the method and option available for the organization to adopt Cloud offering, complete B Plan along with the approx calculation of ROI & PAT has been done.

1. MEN GROOMING TRICKS,
TOOLS & PRODUCTS
Managing Business on Cloud
AUGUST 15, 2019
Submitted by –
Avinash Singh (271012)

2. Contents
Chapter 1- Business Overview & Business Model ...................................................................................2
1.1 Business Overview & Introduction.................................................................................................2
1.2 Business Model .............................................................................................................................3
Chapter 2 – Product Portfolio ..................................................................................................................6
2.1 Product Offering............................................................................................................................6
2.2 Service Offering ............................................................................................................................7
Chapter 3 – Organizational Presence & Market Analysis .........................................................................8
3.1 Organization Footprint...................................................................................................................8
3.2 Market Analysis.............................................................................................................................9
3.3 Competitive Analysis...................................................................................................................11
3.4 Marketing Mix.............................................................................................................................13
3.5 Target Audience ..........................................................................................................................14
Chapter 4 – Business Management & Investors .....................................................................................15
Chapter 5- Cloud Offering, Costing & Contract Policies ........................................................................18
5.1.1CRM Software.......................................................................................................................18
5.1.2 HR System for Managing Workforce ....................................................................................21
5.2 Cloud Costing..............................................................................................................................24
5.3 Outsourcing Contract...................................................................................................................26
Chapter 6- Go-To Market Strategy & Marketing Plan............................................................................28
6.1 Go-To-Market Strategy -..............................................................................................................28
6.1.1 Product Market Fit ................................................................................................................28
6.1.2 Value Proposition..................................................................................................................28
6.1.3 Distribution Strategy .............................................................................................................29
6.1.4 Pricing Strategy.....................................................................................................................29
6.2 Marketing Plan.............................................................................................................................31
Chapter 7- PESTEL Analysis & Business Barriers.................................................................................33
7.1 PESTEL Analysis – .....................................................................................................................33
7.2 Taxation Policies .........................................................................................................................34
Chapter 8- Financial Analysis................................................................................................................35

3. Chapter 1- Business Overview & Business Model
1.1 Business Overview & Introduction -
➢ Ever wondered why all great men sport beards? We pondered upon this thought and found that
men with a greater cause and intellect accept their individuality, are rational and are always open
to out-of-the-box ideas (some even come up with them). They take pride in being real and different,
just what it takes to be THE GENTLEMAN. Anybody can grow a beard but not everybody can be
a gentlemen.
➢ The 21st century has given a new meaning to being a man...men may look tough by the exteriors
but they're sensitive and empathetic towards everyone and they are not shy to show their softer
side. While the fashion and grooming habits of men have changed over the years, a broody bearded
look is a classic and still loved the most. With various bearded looks back in rage, The Gentleman
Company observed the lack of grooming products for men and therefore decided to change the
grooming game for men with exclusive products made using choicest ingredients and a quality
controlled manufacturing process. The Gentleman Company is not just a beard care expert that
only focusses on beard grooming products, we’ve also forayed into men’s skincare range that
includes scrub, moisturizer, masks, body wash, serums etc. al and a carefully curated hair care
range that focuses on hair types and various hair problems that men are prone to. We always come
up with breakthrough products which are hassle-free to use and are effective on men. Our primary
focus is to change men’s grooming game and help them become stylish and sexier than ever. Being
a true-blue Gentleman at heart, we’ll always bring forth products that men don't merely need but
truly deserve.
➢ This lead to the brand name of our organization – “THE GENTLEMAN COMPANY”
We believe in delivering the products to customers in most efficient and innovative type, unlike
other players in the market.
The Gentleman Company is built to give you and ourselves a better way to groom yourself.
Master industrial designers, makers of the world’s sharpest blades, the finest fragrance creators,

4. were only some of thee people who came together to make the regimen a reality. Because “We
don’t just want to look good, we want to feel it”.
1.2 Business Model-
Now, we will be discussing the business model in detail-
a) Customer Segment- As the product is specifically for the male target audience hence, our
primary focus is on the male segment of the age group of 20-40 years.
Our organization is launching the similar products in three global market at a time which
are- India, New York & Dubai. We have considered the geographic location and market
canvas of the future of the grooming industry also ethnicity of the population is under
consideration.
b) Distribution Channels – USA and UAE are having around 76% of the structured retail
channels whereas India in unorganized channel resulting in struggle in the SCM of the
product.
We will be focusing on the different channel like –
i) Traditional Sales Channel
ii) Saloon

5. iii) Modern Sales Channel like Walmart etc.
iv) E-commerce – Flipkart, Amazon etc.
c) Customer Relationship- CRM is very essential in the business where the FMCG products.
Therefore efficient CRM tool has been acquired on the subscription basis for monitoring the
customer reviews, problems & feedback and further utilize them in targeted marketing.
d) Revenue Stream – Our organization will be launching two different packages-
e) Value Proposition – The Gentleman Company will deliver following values to the
customers –
i) Personalized attention
ii) Personalized helpdesk for skin care and other problem solutions
iii) Hygienic product with no side effects
iv) Assurance of better quality & cost
f) Strategic Partner & Partner Proposition- We will be outsourcing our complete
manufacturing from the third party hence the partners importance is high in our business
model.
Standard
• All product accessible
• Beard selection as per individual face texture
• Community access for problem solution
• Free Delivery on min order Rs 350
• 24*7 online help
Gold
• All product accessible
• Personalized beard selection
• Community access for problem solution
• Personalized apparel selection
• Free Delivery
• Subsciption based automatic order delivery
• Personalized help to improve grooming skills and skin problems
• Earn reward points and gain discount on next order
• 24*7 online help

6. Key suppliers will include the vendor but we will reduce the number of suppliers as the
products are of same configuration and easily manufactured by the third party within single
roof.
The manufacturing cost along with the commission will be forwarded to the outsourcing
party for thee product delivery & manufacturing.

7. Chapter 2 – Product Portfolio
2.1 Product Offering –
Our organization is offering the product in Men grooming categories and following types of
product will be available –
a) Beard Care
b) Hair Care
c) Skin Care
d) Customized Combo for gifting purposes
Following are the product offering in each segments –
➢ Beard Care –
Youth has been become very conscious with respect to the style and type od beard for
enhancing the looks. Whereas, the major concern of the youth is to grow more beard but
sometime the regular metabolism need to be boosted to enhance the growth of the beard.
This segment will focus on the audience who seek better beard growth as well as to care it
gently.
Following product will be launched in this segment –
a) Beard Oil
b) Hair Serum
c) Moustache Growth Roll-On
d) Beard Wash Shampoo
e) Skin Sensitive Trimming Machine-
This product will judge the quality and type of the skin tone and will offer you the best
type of blades for trimming and shaving purposes.
We will be collecting the data about the skin tone of the customers and problem faced by
the consumer and will target them in our digital media campaign, as discussed in the
digital media campaign.

8. ➢ Hair Care-
Following product being offered in this category for extensive care of hair.
a) Hair Growth Gel
b) Hair Wax
c) Hair Fall Control Shampoo for Men
➢ Skin Care-
Following product will be offered in Skin care products –
a) Activated Charcoal Face Scrub
b) Under Eye Gel For Men
➢ Customized Combos for gifting purposes –
This is basically a personalized combo of the collection of different product for any
individual and discounted price than if purchased individually according to the skin tone
and body texture of the customer.
We will be providing customized packaging depending where they want to gift this like-
a) Special Combo for Super Dad
b) Special Combo for BFFs
c) Special Combo for Crazy Brother etc.
2.2 Service Offering -
We will be providing the online tutorial for our target audience who are interested in learning
more tricks to enhance ones personality and will also include the following –
a) Suggestion of best apparels as per the personality and body type of individual for
different occasions
b) Suggestion of best type of beard suited the individual body type and personality
c) Suggestion of best type of hair style suited the individual body type and personality

9. Chapter 3 – Organizational Presence & Market Analysis
3.1 Organization Footprint-
We will be launching our product & services in three different global market at a time –
a) India – New Delhi & Bangalore
b) USA- New York
c) Dubai – UAE
Relevance of Selection –
Asia and America are the continents having the high market potential of the business.
Men grooming industry is backed by the Degree of Urbanization and the people are more
focused on the lavish lifestyle and match the fashion trend.
Therefore from the data, we can see that Asia America are having the degree of Urbanization of
46% & 82% respectively.

10. Another evidence to which shows that USA region has high market size of Men’s Grooming
Products whereas India and UAE region has Mid level but has immense scope of growth.
3.2 Market Analysis –
It is very important to analyze the consumer behavior before building the value proposition of
the product & organization.
Hence, following are the report from Euromonitor which helps us to understand the consumer
behavior and purchasing behavior of and individuals –
Fig- Time Consumed by Male & Female while grooming

11. When it comes to beauty and personal appearances, women report spending the most time and
money perfecting their looks. Yet, over the last decade, the range of beauty and personal care
(BPC) products regarded as socially acceptable for men has widened, and men are paying
increasingly more attention to their personal appearances. One third of men spend more than
thirty minutes a day grooming, opening up a number of opportunities for BPC companies to
develop products targeted to the unique needs of this especially appearance-minded segment of
men. Furthermore, as more men become interested in improving their appearance by extending
their grooming habits and product usage, it will be essential for brands to create male-specific
products that enable men to feel more comfortable in the beauty and personal care aisle.
Fig- Hair Product usage in Men
The majority of men keep it simple with hair products, using only shampoo in their daily routine.
Roughly 40% of men also pamper their locks with hair conditioner; Latin American and Indian
men are most likely to add this additional step to their shower routine. Men in emerging markets
are also twice as likely to apply hair oils, use hair fragrances, and apply hair loss treatment
products. Again, these appearance-conscious men in emerging markets seek modern and trendy
styles by diversifying their hair product usage, while men in developed markets stay with basic
styles. To grow their sales of male grooming products, industries and retailers can appeal to men
in emerging markets with more diversified and sophisticated hair care products. In contrast,
industries and retailers hoping to grow sales with men in developed markets should focus their
efforts on products that simplify the hair care routine, such as two-in-one shampoo and
conditioners.

12. Indian Market Analysis –
➢ The male grooming industry is expected to grow at a CAGR of 45 percent to touch Rs
35,000 crore in next three years, due to rising aspiration among men to look better and
rapid urbanization, says an Assocham report
➢ The male grooming industry currently stands at Rs 16,800 crore in India, the report said,
adding that the market grew over 45 per cent in the last five years on the back of increasing
per capita income and urbanization
➢ Interestingly, men in the age group of 25 to 45 outpace women in spending more money
on grooming and personal care products, the survey noted
➢ Growth Drivers –
a) Increase in disposable income
b) Increased awareness for beauty products
c) Rise in organized retail
d) Adoption of western culture
e) Demand for organic & natural products
➢ Customer Need–
a) Quality service
b) Value for money
c) All grooming solutions under one roof
d) Confidence Boost
e) Special Products for Men
3.3 Competitive Analysis
In this section we have identified some major competitors of our company and also discuss their
strengths and weaknesses. The competitive analysis will help in understanding the services that
might be unique to us so that we can leverage them better in order to attain a sustainable
competitive advantage over our competitors. We can also explore the weaknesses of our
competitors and how to take advantage of those weaknesses.

13. List of the major competitors identified –
1. Beardo – Beardo operates as an online marketplace that allows users to buy beard oils,
beard waxes, soaps, hair growth and other grooming products. Beardo is headquartered in
Ahmedabad, Gujarat. Beardo has raised a total of $500K in funding. Beardo has 2.7M fans
on Facebook and 2.3K followers on Twitter.
2. The Man Company - The Man Company is a subscription based ecommerce platform
that offers beard oils, shave gels, shampoos and sunscreen lotions for men. The Man
Company's headquarters is in Gurgaon, Haryana. The Man Company has 609.1K fans on
Facebook and 11.5K followers on Twitter.
3. Bombay Shaving Company - Bombay Shaving designs and manufactures men's personal
care products that includes shaving razors, blades, scrubs, brush and cream. Bombay
Shaving Company's headquarters is in New Delhi, Delhi. The company has received a total
of $5.7M in funding. As of August 2019, they have 36.3K fans on Facebook and 615
followers on Twitter.
4. Happily Unmarried - Happily unmarried is an online platform that allows users to shop
for grooming products, essentials and accessories. Happily Unmarried is a Private
company. Happily Unmarried latest funding round was an Equity for $767.3K on Nov
2017.
5. Beard Lab - Beard Lab is a producer and distributor of beard care products that includes
beard oil, soap and beard wash. Beard Lab's headquarters is in Mansfield, England. Beard
Lab's latest funding round was a Crowd funding for $1.4K on May 2015. As of August
2019, Beard Lab has 1.3K fans on Facebook and 9.5K followers on Twitter.
Brief Comparison Table –
Company Employees Funding Revenues
10 $500K $2M
67 -- $13.4M

14. 45 $5.7M $9M
10 $1.4K $<1M
Happily Unmarried 182 $1.5M $2.9M
3.4 Marketing Mix –

15. 3.5 Target Audience –

16. Chapter 4 – Business Management & Investors
The initial manpower requirement is decided by analyzing various factors. Some of them are
mentioned below –
➢ Critical job roles required with respect to the type of business a company intends to do
➢ Funds required
➢ The volume of business to be handled
Critical job roles were decided keeping in mind the cloud based startup along with the product
portfolios offered under men’s grooming. Product, Platform and Services provided form the basis
of the business and hence, dedicated CTO, CMO and CPO are required in order to maintain
competency in these critical areas for future growth of the company.
The volume of business to be handled, in this case would be the number of orders per month. For
the first year the number of orders to be handled is estimated to be around 300 orders per month
and subsequently the manpower required to handle this volume of business is decided.
The above mentioned chart shows the organizational structure of the company. Total 17 job roles
are identified out of which 4 are that of founding members. Other 14 positions that are needed to
be filled in order to start business operations represent initial manpower requirement.
Ashika T
CPO
Chief Product Officer
Product
Manager
Manager -
Operations
and Logistics
Bhavesh Khanal
CMO
Chief Marketing Officer
Manager-
Digital
Marketing
Manager -
Sales
Avinash Singh
CEO
Chief Executive Officer
Raunak Shivani
CTO
Chief Technical Officer
Cloud
Engineer
Front end
developer

17. List of job roles identified -
❖ Front end developer – 1 Nos
A front end developer is in charge of all technical responsibilities associated with cloud
computing. Cloud engineer will be responsible for computing the design, planning and
management of the cloud infrastructure.
❖ Product Managers – 3 Nos
The product manager will work under CPO and will be responsible for identifying market
opportunities. They will also generate insights from customer interviews, user testing and
data analysis in order to implement a product strategy.
❖ Operations and Logistics Manager – 3 Nos
The operation and logistics manager will work with the CPO in order to ensure the smooth
operation of the logistics and delivery processes.
❖ Digital Marketing Manager – 3 Nos
Digital Marketing Managers are in charge of planning and
managing marketing campaigns that promote a company's brand, products, and services.
Their duties include planning campaigns, analyzing metrics, and identifying trends.
❖ Sales Manager – 3 Nos
Responsible for managing sales of the product through various channels while also looking
for new market and business expansion opportunities. Market feedback is also provided by
them which further helps in product development.
❖ Legal Associate – 1Nos
The person will be responsible for the legal activities and will help to get the licenses in
different geographical region as per the local laws and policies

18. Investors –
The company plans to use the funding to invest in brand building, product development,
and expanding its capabilities in technology and sales.
Possible Investors: Colgate-Palmolive since this can be benefited for both parties due to
brand association of related products. Colgate-Palmolive Company is an
American multinational consumer products company focused on the production,
distribution and provision of household, health care, and personal care products.
Marico Ltd. Due to investments in similar companies and interested in diversifying their
porrfolio. Marico Limited is an Indian consumer goods company providing consumer
products and services in the areas of Health and Beauty based in Mumbai. The have
recently invested in The Beardo which is a similar company.

19. Chapter 5- Cloud Offering, Costing & Contract Policies
5.1 Cloud Offering –
Considering the fact that the business is new hence we will having the subscription based model
for the following two software packages –
a) Customer Relationship Management (CRM) Software
b) Human Resource System for managing workforce
For the analysis and understanding different offers made my different organization, an extensive
research done for the best option available.
We will be discussing one by one below-
5.1.1CRM Software –
Customer relationship management (CRM) is an approach to manage a company's interaction with
current and potential customers It uses data analysis about customers' history with a company to
improve business relationships with customers, specifically focusing on customer retention and
ultimately driving sales growth.
With Customer relationship management systems customers are served better on day to day
process and with more reliable information their demand of self service from companies will
decrease. If there is less need to interact with the company for different problems, customer
satisfaction level increases. These central benefits of CRM will be connected hypothetically to the
three kinds of equity that are relationship, value and brand, and in the end to customer equity. Eight
benefits were recognized to provide value drivers.
➢ Enhanced ability to target profitable customers
➢ Integrated assistance across channels
➢ Enhanced sales force efficiency and effectiveness
➢ Improved pricing
➢ Customized products and services
➢ Improved customer service efficiency and effectiveness
➢ Individualized marketing messages also called campaigns

20. ➢ Connect customers and all channels on a single platform
Decision Parameters for Selection –
Following factors taken into consideration while selection of vendor for the software subscription
model –
➢ Overall Rating
➢ Upgrade Cost (per month)
➢ Users in the free version
➢ Open Source
➢ Email Automation
➢ Social Media Management
➢ Customer support in free plan

21. Hence, considering the above parameters we came up to conclude that HubSpot CRM is beneficial and
provide the maximum output at a reasonable price.
Product Details – HubSpot CRM
Product Details
Free Version Yes
Free Demo Yes
Deployment
Cloud, SaaS, Web
Mobile- Android Native
Mobile- iOS Native
Training
Documentation
Webinars
Live Online
In person
Support
Online
Business Hours, 24/7
Support
HubSpot CRM Features –These are the free services of the HubSpot CRM tool –

22. Pricing Scheme of HubSpot CRM –
5.1.2 HR System for Managing Workforce-
To manage the HR system its very important to have an efficient HR management software system.
Following decision parameters were considered in making selection of the vendor –

23. Following options available in the market on the basis of above mentioned HR System –
Therefore, on the basis of the above mentioned options we will be opting for the Subscription based
model of WebHR.
WebHR Features-
➢ 360 Degree Feedback
➢ Applicant Tracking
➢ Benefits Management
➢ Compensation Management
➢ Onboardings
➢ Payroll Management
➢ Recruitment Management
➢ Time & Attendance Management

24. ➢ Candidate Tracking
➢ Job Posting
➢ Resume Parsing
➢ Chatbot
➢ Calendar Management
➢ Overtime Calculation
➢ Time Tracking
➢ Employee Scheduling
➢ Manager-to-Peer Recognition
➢ Performance Management
➢ Rewards Point
Pricing Scheme of Web HR-

25. 5.2 Cloud Costing –
We are using the SaaS based platform provided by Amazon Web Services. Since, SaaS offers following
benefits –
a) Reduced time to benefit
b) Lower Costs
c) Scalability & Integration
d) Easy to use & perform proof of concepts
Following were the requirements of the organization –
Cloud Requirements
Storage 100GB/month
Processor i3, 4GB RAM
Backup Data 100GB/month
Website Hosting Yes
Inter region Data Transfer
Out 50GB/month
Data Transfer Out 50GB/month
Data Transfer In 50GB/month
Therefore we have used Amazon EC2 and Amazon RDS for the cloud requirement of the organization.
Amazon EC2 serves the computing and hosting requirement and Amazon RDS serves the storage &
backup requirement of the business.
Following is the cost associated with the cloud –

26. Total monthly
payment
$788.38

27. 5.3 Outsourcing Contract-
An apt contract is often the key to a fruitful IT outsourcing relationship. The contract will be
define the rights, obligations, and expectations of both our company and the outsourcing vendor
and will be a solid mechanism for regulating the relationship of the parties. Outsourcing
contracts involve complex business and legal issues and are fraught with risks for both our
company and the outsourcing vendor. A company can’t expect the outsourcing vendor to
perform in the best interests of the company in situations where a conflict of interest arises. This
written outsourcing contract ill be the most important instrument for defining the rights,
obligations and expectations of both parties and will guide the behaviours of both parties
concerned.
The outsourcing contract will consider following key areas in order to ensure that issues are
avoided as much as possible:
5.2.1 Service Levels
The service level agreement will describe in precise terms the types, scope, and nature of all the
services required, the times when these services should be available, and the level of
performance (e.g. throughput rate, turnaround time, system availability, etc.) required. The
service level agreement will embrace provisions sanctimonies the outsourcing client to live the
outsourcing vendor's contract performance through regular progress conferences and reports.
Contractual provisions will be included to penalize the outsourcing vendor financially (e.g. in the
form of liquidated damages) if at any time the outsourcing vendor delivers a level of service
which does not meet with the requirements given by us in the contract.
5.2.2 Terms of Pricing and Payment
There will be an absolute cap on the total amount of fees payable in all circumstances. Since the
cost of technology is diminishing on virtually a day-to-day basis, and the outsourcing customer's
IT demands may also change in time in response to market dynamics, the agreement will include
a mechanism for (downward) price and payment re-negotiation at a frequency of, say, once every
two years.

28. 5.2.3 Dispute Resolution and Termination
Outsourcing is a costly process and involves large sums of money and complicated issues over a
long contract period. Disputes and issues are therefore not uncommon in the course of
performing the contractual obligations. Instead of resorting to expensive and time consuming
legal action every time there is a dispute, proper mechanisms will be built into the outsourcing
agreement for dispute resolution through an independent third party.
5.2.4 Intellectual Property Ownership and Rights
Our intellectual property rights includes data, software programs, manuals and other written
documents. It is imperative to ensure that the customer has full potential control and ownership
of its information assets, so that if problems arise in the outsourcing relationship the customer
can quickly regain actual control of its information assets and company’s operations will not be
ceased or delayed.
5.2.5 Security and Confidentiality of Information
Information security will covers both data security and business recovery planning. The former
aims at ensuring the integrity and privacy of data owned by the company while the latter aims at
measures which ensure the rapid restoration of normal business operations after the occurrence
of an IT related problem (such as a sudden outage of the IT function, or the destruction of data,
or the infliction of computer viruses, etc.).
Since the outsourcing vendor in will have access to the outsourcing customer's data which may
be commercially sensitive, it is of crucial importance to ensure confidentiality is respected (both
during the period of the contract and after its termination) by adding express provisions thereto
impact within the agreement. Extra provisions will be made to ensure that confidentiality is not
compromised.

29. Chapter 6- Go-To Market Strategy & Marketing Plan
6.1 Go-To-Market Strategy -
A go to market strategy is a plan of action that outlines the steps necessary to succeed in a new
market. Go to market strategy should be comprehensive enough to be valuable and agile enough
to be updated when required.
6.1.1 Product Market Fit
A company and product will only succeed if people need it. After identifying the market it is
required to explore the product market fit in order to have a solid value proposition of the product
portfolio.
Our products will provide customized grooming solutions tailored accoring to the customners
requirement of hassle free grooming solutions. Through our products we aim to bring the whole
salon experience to the doorsteps of the customers.
6.1.2 Value Proposition
To determine the value proposition, we need to think about the value our product or services offers
to the end users. This includes determining pain points of your target customers. Then determining
how your service eliminates those hassles.
Our products provide innovative grooming solutions to our customers through our quality products
and customized services which saves time, makes routine easier.

30. 6.1.3 Distribution Strategy
After knowing the customers and finding out how they can benefit from our offering, we need to
figure out how to get our products or services to them. Only online channel will be used for orders
that is supported with a robust delivery management system. Due shortage of funds and other
feasibility factors we are not planning to maintain an offline presence for the distribution of the
products.
6.1.4 Pricing Strategy
Pricing structure needs to make sense according to the business model and is more than just a
financial decision. The price of the product also communicates the value that you are going to
provide.
Pricing reflects every other aspect of go to market strategy, from your customer to the market to
how we use strategies like PR, marketing, and sales. And it needs to be a purposeful and deliberate
choice.
We are outsourcing our products and hence the product pricing will be based on the cost of acquiring
the product plus cost of acquiring the customer. This will provide us a nominal pricing, by adding
the perceived value to the customers the final price of products can be decided.
For our website we are also adopting subscription model for our products and service offerings.
We are segmenting our customers into regular members and gold members.
Regular Member – Can order products and avail services without any extra discounts or premium
services.
Gold Members – Gold members will get a specialized skin type detecting razor blade and
personalized grooming kit which will be renewed every 2 months. The complete kit will be
delivered to the customer every 2 months. The kit can also be customized by the customers
according to their personal needs. The gold members will also avail an extra 10% discount on the
products for minimum subscription of 6 months. Pricing will vary according to the perceived value
of our offering.

31. Various stages are mentioned below -
Extract Commodities – Outsourcing various grooming materials and products from vendors.
Make Products - Packaging and marketing the product under the brand name.
Deliver Services – Monthly subscription of the grooming kit with the personalization option.
Stage Experience – Premium services through offline salons which also gives a unique experience
to the customers.
Our business goal is to operate until delivering services stage to maintain sustainable development
of the product portfolio and brand and then later moving up the ladder of staging experience for
the customers through our offerings.

32. 6.2 Marketing Plan
Marketing plan becomes one of the most important part of go to market strategy considering our
products are marketing intensive. The allocated budget for marketing the products is 50 lakhs `for
the first 6 months.
➢ Marketing Goal – Increase brand awareness
The marketing tools which will be used to achieve these goals in the allotted budget are explained
below -
Website – The business website is an important marketing tool since it is the final destination for
our online brand. The digital marketing efforts will be focused towards getting people onto your
site where you can convert them into paying customers.
We will use the website to sell our products online and hence require proper functionality and
customization.
➢ Organic Social Media – Social media produces a unique opportunity for the brands by
providing a free platform to reach the target audience. Producing compelling content and
communicating in personalized way can create sustainable growth.
➢ Paid Social Media – Paid social media gives you instant access to the right people with
the right message. The functionality and targeting ability of facebook and Instagram are
unmatched, therefore, most of the budget allocated will be spent on community building
on these platforms.

33. Targeting on social media – For our paid campaigns we will target males of age group 20-40 years
from tier 1 and tier 2 cities. Apart from demographic filters interests and behaviors can also be set
before starting a campaign. Users who show interest in areas such as fashion, travel, fitness,
grooming products, sports etc. will be targeted.
A brief comparison of advertisements on Facebook and Instagram -
Social Media CTR CPM CPC Allocated Budget
Facebook 0.6% $5.12 $0.80 Rs 10 Lakhs
Instagram 0.8% $5.14 $0.61 Rs 10 Lakhs
SOURCE: Marketing Land
Search Engine Marketing (SEM) – In order to boost website traffic, reach more customers and
increase conversions SEM is required. The cost of availing a SEM service packages are charged
mostly monthly and vary according to the features required. We have decided to with a medium
growth focused package.
Growth Focused SEM Cost – $2000 - $4000
Per month
Allocated Budget for
6 months – Rs 20
Lakhs ($28000)
Features –
➢ Keyword optimization for improved
search engine ranking
➢ Advertising on google AdWords
➢ Targeting multiple advertising
avenues
➢ Building a funnel with a conversion
optimized landing page
➢ Pinpoint both organic and paid traffic
strategies
Targeted Outdoor Advertising – In order to make sure that the brand achieves desired brand
awareness among prospects we will also devise an OOH marketing campaign focused around
men’s salon. This includes hoardings, posters, product promotions, freebies, merchandise.
Allocated Budget - Rs 10 Lakhs

34. Chapter 7- PESTEL Analysis & Business Barriers
7.1 PESTEL Analysis –
➢ Political Factors: Product safety is a hot topic in the United States. It’s more openly discussed
in the cosmetic segment of the beauty industry since these products are designed for skin-to-skin
contact. A bill called the Personal Care Product Safety Act allows the FDA to have a more “hands-
on” approach to ensuring product safety. Companies will need to report ingredient statements,
recalls, and register manufacturers. Additionally, many brands in this industry either import
ingredients from other countries or sell directly on foreign land. They’re required to follow all
political and legal requirements in whichever country they’re in, and it can be tricky. For example,
Europe and Canada have harsher ingredient requirements. Out of 1328 cosmetic ingredients,
they’ve banned over 500. If the product contains any of these ingredients, they won’t be allowed
across the border. The FDA has a big job to ensure the safety of all ingredients.
➢ Economic Factors: Unlike many others, the beauty industry is quite resistant to economic
recessions. It even survived the Great Recession of 2008. Sure, customers became more price
conscious, deciding to buy only what they need for survival, but that’s the thing. Beauty products
have become a necessity like eating or having a roof over their head. People will always feel the
need to have shampoo and soap in their bathroom.
➢ Social Factors: Hair removal, skin care, nail salons, hair styling, plastic surgery clinics, massage
parlours, medical spas, and perfume bottles are all relevant to the beauty industry. And if you
walk up into any of these aisles, you’ll find dozens of brands offering you nearly the same
product. Customers will try an assortment of products until they find the one. But after that?
They stop looking. They become brand loyalists. You can bet that one brand has stolen their
heart and it’ll take a PR apocalypse to set them free. Brand loyalty spreads horizontally too.
Someone finds their favourite shampoo from Company A and then sees a new moisturizer made
from the same guys. They buy the moisturizer because they already love the shampoo. It’s not a
huge leap to think they’ll love another product Company A launches. And it goes on, and on,
and on.
➢ Technological Factors: The internet really did revolutionize the beauty industry. It provides 24
hour access to customers. Any new beauty brand can sell their products through Amazon or set

35. up a shop on Etsy. Many sell directly through their site (e-commerce) with no plans to ever put
their products in stores (it’s both expensive and extremely difficult to get shelf room in retails
stores).
➢ Legal Factors: Ingredients in the beauty industry are tricky. They can be FDA-regulated without
also being FDA-approved. The Federal Food, Drug and Cosmetic Act (FD&C Act) and the Fair
Packaging and Labelling Act (FPLA) are the leading laws in which the beauty and cosmetic
industry must follow. The FD&C monitors ingredients based on their use while the FD&C
ensures there’s misinformation branded on the products. If there are issues, the product may not
reach shelves. They may even require a recall. Additionally, if ingredients aren’t up to code (as
deemed by the FDA) they can be banned, which is common in many countries outside of the
United States.
➢ Environmental Factors: The beauty industry is focusing more than ever to try and go “green.”
Their packaging is becoming increasingly eco-friendly for less stress on the environment. But
there’s still a growing issue with heavy plastic usage within the cosmetic and skin care segments.
In skin care, an ingredient called “microbeads” were sweeping headlines for a while. These beads
exfoliated dead skin cells from the face. But, they’re made of plastic and horrid for the
environment. Outside of skin care, the type of ingredients used in everything from shampoo to
spray deodorants can have a nasty effect on the environment. Even though brands are taking
steps to improve the ill effects, there’s still a long way to go to see results.
7.2 Taxation Policies
Goods and Service Tax (GST) rate tariff in India is designed in 6 categories of goods and services.
Four main GST rate slabs framed with Essential goods and services, Standard goods and services
and luxury goods and services with 5%, 12%, 18% and 28% respectively. Commonly used Goods
and Services at 5%, Standard Goods and Services fall under 1st slab at 12%, Standard Goods and
Services fall under 2nd Slab at 18% and Special category of Goods and Services including luxury
- 28%. The most essential goods and services attract nil rate of GST under Exempted Categories.
Luxury goods and services and certain specific goods and services attract additional cess than
28% GST.
“GST rates in India for preparations for use on the hair, Pre-shave, shaving or after-shave
preparations, personal deodorants, bath preparations, depilatories and other perfumery,
cosmetic or toilet is 18%.”

36. Chapter 8- Financial Analysis
Following is the product portfolio of the different products offered by our organization -
Product Portfolio
Product type Quantity
Price INR
(MRP)
Per Unit
Cost
Beard Oil 30 ml 399 150
Hair Serum 50 ml 450 200
Mustache Roll On 8 ml 300 130
Beard Wah Shampoo 250 ml 350 150
Trimmer 1 Unit 3500 2200
Hair Growth Gel 50 gm 499 170
Hair Wax 75 gm 300 100
Hair fall Control
Shampoo 250 ml 390 130
Activated Charcoal
Scrub 100 gm 350 120
Under Eye Gel for Men 12 gm 370 140
Following assumptions were made in order to calculate the ROI & PAT of the business –
a) 25% growth in sales for the first six month w.r.t. to first month sales and 30% growth for
the next 6 months
b) All manufacturing is being outsourced to the third party
c) Inventory holding cost & warehouse cost has been considered
d) Salary of the employees has been taken into consideration
e) Transportation and miscellaneous cost has been taken into consideration
f) Electricity & office rent cost has been taken into consideration
g) Maintenance cost, Legal trademark cost has been included in the calculation
Below table shows the complete revenue of the firm in the span of one year, assuming the sales
growth rate as mentioned above –

37. Expense Record-
Expense Record of the Organization in first year of setup
Expense Heads Unit
Total
Expense Remarks
Cloud Cost by AWS per year 662760
Warehouse Cost one time 2500000
Inventory Holding Cost per year 1000000
Salary of the Employees per year 8000000
Electricity Bill 20k/month 240000
Office Rent 80k/month 960000
Employee Incentives per year 300000
Hardware Expense one time 350000 10 laptops, 35k each
Vendor- Go down
Transportation Expense per order 500000
assuming 50 rounds in an year ,
each round cost is 10000
Trademark Expense one time 10000
Go down-customer
Transportation Expense per order 1000000
10000 order delivery / per order
100 Rs
Office maintenance Expense per year 100000
Office Set up Expense One time 350000 Furniture, AC etc.
Marketing Budget Expense 500000 500000
Legal Expense One time 1400000 2000$ for each cosmetic products
Miscellaneous Expense Per year 100000
Production cost Per year 6079225
TOTAL EXPENSE Per year 24051985
PER UNIT EXPENSE Per unit INR 648

38. ROI and PAT Calculation –
a) ROI = Total business revenue in a year / Total Expense in the same year
From the above table we can see that –
Total Revenue = INR 15,473,683
Total Expense = INR 24,051,985
ROI = 64.33 %
b) Profit after Tax (PAT) –

39. REFERENCES
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August 2019
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August 2019
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retrieved on 10th
August 2019
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retrieved on 11th
August 2019
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August 2019
➢ https://calculator.s3.amazonaws.com/index.html AWS cost calculator data retrieved on 15th
August 2019