(1) The document outlines a business plan for "The Stationery Shop", a sole proprietorship stationery store to be opened in Peshawar, Pakistan. (2) The shop will sell stationery supplies like paper, books, pens as well as offer printing, scanning and photo copying services. (3) The target market segments are students from local schools and colleges as well as office workers, and the shop aims to meet the needs of the local community by being the only stationery option in the nearby area.

1. BUSINESS PLAN OF “THE STATIONERY SHOP”
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THE STATIONERY SHOP
FAMOUS FOR THEIR “PEN & PAPER”
Inside sarki gate, shop # 2/B near mohalla ghori khan Peshawar.
ASAD AHFAQ S/O ASHFAQ AHMED
AASADASHFAQ@GMAIL.COM
CELL #: +923338591145 , PHONE # +9291-2324138

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EXECUTIVE SUMMARY
The stationery shop will be fully customized stationery outlet. It will
provide some useful and needy stationary material like, copies, pages,
register, stationery material , other than that we will provide color
and ordinary printing facility to our customers in reasonable price,
we will also provide scanning facility and most important photo copy
facility will be provided to our customers.
The stationery shop is a sole proprietorship running by a student of
Im|sciences, he is studying Business administration so he has a
background related to this field. The stationery shop will focus to
provide a quality product to their customers and fulfill their needs on
reasonable prices. Our prime focus will be the availability of product
in time.
The stationery shop will be located in the main city area, inside sarki
gate. The shop will be on main road side so it will attract the eyes of
mostly people. The area is full of schools and nearby colleges. There
are mostly primary and secondary schools near to our shop so our
target will be to provide the children’s some basic stationery material
like pencils, rubber, copies and we will give some free stickers,
candies and some other little thing to our little customers just for
attracting there mind to our shop. We will also keep the new and
according to the syllabus books for the school and private colleges on
special student discount package.
Our basic strength will be that that there is no other book or
stationery shop near to us. People from the area have to go far for the
books and some basic things so this will be our main strength and we
use it well for attracting our new and potential customers.
COMPANY OWNERSHIP:
The stationery shop will be an sole proprietorship business running
by a single person named Asad Ashfaq, looking for mature capital and
serve their customers with a quality products.

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MISSION STATEMENT
The mission of the Stationery shop is to provide the best office and basic
stationery to our customers. Stationery shop exists to attract and
maintain customers. Our product and services will exceed the
expectations ofour customers
KEY TO SUCCESS
Key to success for the stationery shop will be:
(1) Maintaining a reputable reputation in the community/area.
(2) Quality product.
(3) Competitive price
(4) Dealing with customers.
PRODUCTS AND SERVICES
The timings of the stationery shop will be 7’o clock morning to
8:00pm, and there will be lunch and prayer break. The shp will be
closed on Friday. The stationery shop will offer many office and basic
stationery material like paper, books, copies, writing material like
pen, pencils, markers, colors. Other than that stationery shop will
offer printing facility for students at affordable rates, scanning
documents facility will be also given. There will be a good quality
photo copy machine in the shop for photo copy. We will receive the
books from the Lahore URDU BAZAR, we will hire supplier for this act.
We will sell these books to students on special discount and some
good packages. Our main focus will be the availability of the product
at the time needed.

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DUTY/RESPONSIBILITY OF OWNER:
The stationery shop will be running by a single person named Asad
Ashfaq, he will be the single owner of this shop. He will open the shop
in the morning and then a salesman will come and handle the shop till
the owner comes back to the shop. There will be three corners in the
shop one will be the books corner , other will be the printing facility
corner and the third one will be the cash and basic stationery
material corner There will be two boys working with the owner for
the maintenance of the shop. The owner will be sit on the counter side
and he will also manage the stat for managing the cash accounts and
selling the basic stationery materials. One of the boy will be in books
corner dealings with all kinds of books and stuff, and the other guy
will be handling the photo copy machine, scanning and printing
machines.
ENVIRONMENTAL AND INDUSTRY
ANALYSIS
SERVICE DESCRIPTION:
The stationery shop will be located I main city area targeting the main
city segment because there is a need in the area for this shop.
Stationery shop will be given the best quality products for office,
college, school and for home stationery use. The shop will be always
remain nimble enough to respond to the needs of the community in
which it serve.
COMPETETIVE COMPARISON:
We have a found a niche market in the area, there is no good
stationery shop in this area. People from the area found them very
disturb when they should go far for very little and single things. There
are some shops in the QISSA KHUWANI bazaar who are offering these
products and services but the area we are targeting they are far from

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the qissa khuwani bazaar. So this will be our competitive edge and we
will use this as our strength and will serve the community with our
services.
FULFILLMENT:
This is the sole proprietorship business, run by a single person so all
the profit will go directly to the owner. There will be tow boys
working with the owner and each of them will be given salary on
monthly basis.
TECHNOLOGY:
Since technology has no serious impact on our business because this
business is really not concern with the technology. But since it is a
factor with affect the business. So we will use the best available
technology for our printing, scanning and photo copy machines. Other
than that we will also use the best and latest technology for our
record keeping and for cash transactions.
MARKET ANALYSIS SUMMARY
MARKET SEGMENTATION:
We will be focused on meeting the local need for the stationery shop
with in the main city are.
MARKET SEGMENTATION
GEOGRAPHIC MAIN CITY AREA i-e SARKI,
KOHATI, MAIN CIRCULER ROAD.
DEMOGRAPHIC STUDENTS BELONGING FROM
DIFFERENT CLASSES.
LIFESTYLE ANY TYPE OF PEOPLES
MARKET SEGMENTATION OF THE STATIONERY SHOP

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SCHOOL & COLLEGE STUDENTS:
This section will be our main focus. The area where our shop is
located is full of govt and private schools. There are many children’s
studying in that schools so we have to target this segment. We will
keep books according to the new syllabus and refers authors. There
will be all guides of subjects for college students. On beginning we will
give some free stickers and some material to the school students for
attracting their minds on the shop. We will also keep those attractive
and interesting things which catch the eyes of our new customers.
There will be special discount on books photo copy and on guides for
college students.
UNIVERSITY STUDENTS:
We will also focus on this segment. There is large amount of students
in the city area studying in the university level so we will give special
discount to university level on some books and especially on printing
facility. Because university students have mostly print out work so
we’ll give them discount for attracting them on our shop.
OFFICE STATIONERY:
Beside school, college and university students. Targeting the office
area is also our one main target. We will keep all those necessary
office stationery material and we will give the best quality to the
office. We will also offer buying in bulk so that more customers can
come to us and put their trust on us. It will contain office papers of
different qualities, office file covers of different styles and we will also
take orders for the covers of their own logo on files, writing material
like pen, pencil etc and many more basic and needy things.

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TARGET MARKET SEGMENT STRATEGY
The target market of the stationery shop is students belonging from
all the classes. Referral marketing direct mail campaigns, broachers,
TV adds on private channels for the beginning one month will be
shown. Other than that we will make our shop pamphlet and we will
give to the nearest schools, college and we will give these pamphlet
door to door houses inside the city these will be the primary types of
marketing strategies.
MARKET GROWTH
The literacy rate of Pakistan is increasing year by year as showing the
upward moving of rate in given graph:

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So this is showing that the literacy rate is increasing so education
system is increasing in Pakistan, and in KPK there is education and
people send their children’s to school and colleges for goodness of
their futures.
MARKET NEED
We are targeting the main city area because there is a seriously need
of this shop. There is no stationery shop in the area people really
suffer hard when they need simple pen and paper and they don’t get
this and then they have to go far to another area for buying things. So
we are targeting the area with our quality product and services so
that we can serve the people for their goodness and enhance our
revenue by creating certain sales.
COMPETITION AND BUYING PATTERNS
Price, quality product, and reputation are such critical success factors
in the stationery business industry. The stationery store will compete
well in our market by offering competitive prices, high quality
products and the availability of the product on time and by
maintaining an excellent reputation with customers and the
community in which we serve.
MAIN COMPETETORS
 MAQBOOL SATTIONERY MART
 QISSA KHUWANI BOOK SHOPS
 GHAFOOR STATIONERY
 ARSHAD STATIONERY
 JAN’S SONS
These are our main competitor but these shops are far from the area
where we are targeting. These shops are located in kissa khuwani
bazaar and our shop is in the main city area, but we will also consider

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them as our main competitor and we will consider their mistakes and
we’ll make their mistakes as our strength.

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ALL YOUR NEEDY STATIONERY THINGS UNDER ONE
ROOF.

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PAMPHLET FOR ADVERTISING
The given pamphlet will be given on door to door basis in the city area
for advertising our shop. The main purpose is that people should
know about the shop and they come to try our product and service.
PROMOTION STRATEGY:
ADVERTISING:
We'll be developing our core positioning message: "THE STATIONERY
SHOP" to differentiate our service from the competition. We will be
using direct mail campaigns, and local TV channel advertising to
launch the initial campaign of our shop.
DIRECT MAIL:
We will send direct mail campaigns to the housing developments in
the near houses of the shop. We will also offer monthly free calendars
and some notebooks for our customers just for the maintainance of ur
shop and products.
COMMUNITY ENVOLVMENT:
We will be active in the city area sponsoring events at the community
center for families, students and for related terms.
SOCIAL MEDIA:
We will advertise our stationery shop on social media i-e on Facebook
and tweeter. We will also run a campaign on Facebook and tweeter for
the awareness of the people.

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ORGANIZATIONAL STRUCTURE
The opening management team for the stationery shop will consist of
one Owner who is the manager and the two other boys who will help
them to run the shop with owner. One of the boy will be on books
corner and the other boy will be on the printing, scanning, and photo
copier side. The owner will run the cash operations and the main
stationery side.
As the stationery shop sales increases more investment will be made
over 3 years depends upon the sales.
Owner of the shop – Asad Ashfaq. He is the owner, he will responsible
for all major activities, daily operations, and also managing all the
other two boys.
He is doing bachelors in business administration.
Good in speaking and managing the customers.
He has a good education and business field background.
The two other boys will be kept for the shop. They will be given salary
on monthly basis. They should be:
Good in handling the customers.
Good speaking quality.
Minimum matric/fsc education.
Obedient to the job.
Should follow the shop timings.
ASSESMENT OF RISK:
There are few factors of risk in the shop which are given below:
a) Some people from our city don’t want change, they should prefer
their old choice of the far kissa khuwani shops.
b) Sometime the product should not be available on the shop and
customer should feel bad for this.

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c) Our shop is located in the inside area of sarki, so people living
outside the area should be aware, if it is not so it will affect the
shop sales and revenue.
RESPOND TO THE RISK
a. We will offer special discount on the books and stationery
material for attracting our customers. Other than that we will be
compete in price with our competitors.
b. We will try our level best for the availability of everything in the
shop.
c. We will use special advertising approach for the awareness of
people about the shop. We’ll use banners, pamphlet, and many
other advertising approaches for the stationery shop.