Home Mall® Inc. is a click & mortar e-commerce company in Egypt designed to connect customers with essential home services through a user-friendly online platform. The business plan outlines the company's mission to simplify access to daily needs in modern cities while forecasting growth and development through strategic marketing and partnerships with suppliers. The management team combines traditional business experience with innovative approaches to ensure successful execution and customer engagement.

1. Home Mall Launch business plan
Home Mall® INC.
EGYPT
Fifth settlement, Down Town business Building A. first floor
www.homemall.com
Customer Service: 19XXX
Fax: +2 23085XXX
info@homemall.com
Home Mall
Team:
Mazen
Ahmed
kyrillous
George
Dina ElMasry
Amira Tayel
Tamer
Bahaa

2. Confidentiality Agreement
The undersigned reader acknowledges that the information provided by Home
Mall in this business plan is confidential; therefore, reader agrees not to
disclose it without the express written permission of Home Mall.
It is acknowledged by reader that information to be furnished in this business
plan is in all respects confidential in nature, other than information which is in
the public domain through other means and that any disclosure or use of same
by reader, may cause serious harm or damage to Home Mall.
Upon request, this document is to be immediately returned to Home Mall.
Home Mall
Signature
®
Team
Home Mall
Name
®
Team
30-Sept-2013
Date

3. Copyright © 2013 Home Mall® All Rights Reserved Home Mall®, Home
Mall® and other names of Home Mall® products and/or services, and
Home Mall® logos are trademarks or registered trademarks of Home
Mall®, Incorporated. Other products and company names mentioned in
this publication may be the trademarks of their respective owners.
Table of Contents
1.0 Executive Summary
2.0 Company Summary
1. 2.1 Start-up Summary
a. Table: Start-up
3.0 Services
4.0 Market Analysis Summary
a. Table: Market Analysis
5.0 Strategy and Implementation Summary
1. 5.1 Sales Forecast
a. Table: Sales Forecast
2. 5.2 Milestones
a. Table: Milestones
6.0 Management Summary
7.0 Financial Plan
1. 7.1 Start-up Funding
a. Table: Start-up Funding
2. 7.2 Projected Profit and Loss
a. Table: Profit and Loss
8.0 Evaluation

4. 1.0 Executive Summary
Home Mall is a click & mortar e-commerce company that operates
virtually online serving B2B2C model as our business functions
services & facilities of business providers to customers.
The Home Mall website enables customers with quick and simple
access to facilities and services through a straight forward, easyto-use interface and a clear intuitive navigational design,
www.Home Mall.com contains the following major sections:
•
•
•
•
•
•
•
•
•
•
•
Features of the Month.
Top rated services.
Most recommended services.
Customer reviews.
Search Engine.
News/Events.
Frequently Asked Questions.
Contact Us.
Glossary.
Social Media presence.
Home Mall Service guarantees Information.
Mission
”At Home Mall, our mission is to provide a global online
marketplace where practically anyone can find his desired service
& facilities online existing in the modern cities of Egypt..”
Vision
“Home Mall will reach the middle east in the first 5 years plan”
Plan
A Market analysis is established later on leading to maintain a
marketing & sales strategy with regards to services definition,
competitive analysis, implementation strategy & forecast.

5. 2.0 Company Summary
In the modern living culture in the modern cities in Egypt, not all
facilities are available easily due to the low population there and
also not all the facilities are known where they exist. Home Mall is
an e-commerce idea that will simplify the process for searching of
home needs by having all the needs in one website with direct
agreements to Home Mall users with the suppliers.
Home Mall focused in the basic daily needs of any home, it’s a
mediator or intermediately or broker for all the services and
facilities that are always been outsourced for home needs. As,
Home Mall signed agreements with suppliers in each of the
targeted segment areas having mutual benefit giving them more
customers with a percentage of profit easing to the customer
direct interaction with business suppliers in Egypt’s new cities.
The Home Mall is the first virtual business in the sector of daily
home needs for serving Egypt’s new cities that their citizens are
much confused to find their home needs. In terms of grocery,
pharmacy, butcher, bakery, fixing technicians, laundry & Super
Market.
Operation will be virtual as core business will be acting as a
mediator between the customer and business so that no need for
physical presence.
Home Mall is a unique form of business, as it goes without saying
that e-commerce is the new trend and the solely future of
business. Its success forecast came from these attributes that we
are First movers, uniqueness and specialized.
Company Goals:
•
•
To became the leading online destination for services 7
facilities.
To become the leading supplier on-line and off-line.

6. •
•
•
•
Provide superior value & quality to our customers with a
focus on outstanding service.
Manage rapid growth through open communication (both
internal & external).
Deliver financial results that consistently exceed
expectations.
Position the company as a solution that covers a necessary
need.
2.1 Start-up Summary
Our Start-up Capital won’t be that much as there’s no psychical
presence or inventory. Our initial cost will be about launching the
website with an internet connection applied on a set of computers
to be applicable for work by hired agents attached with mobile
phones to enhance the business in a small rented office with a
slice of internet advertising in the kick-off of the project to create
awareness.
Table: Start-up
Requirements
Start-up Expenses
Expense 1: Website
Expense 2: Agents
Expense 3: Computers
Expense 4: Small office
Expense 5: Mobiles
Expense 6: Internet
Advertising
Total Start-up Expenses
$500
$100/agent
$300
$150/rent
$200
$500
$1750
Start-up Assets
Cash Assets
Other Current Assets
Long-term Assets
Total Assets
$200
$750
$500
$1450
Total Requirements
$1750

7. 3.0 Services
Services are mainly similar to a concierge service but for the basic
daily home needs in the new cities of Egypt as Zayed City, Fifth
Settlement, New Cairo & October City. By which this cities’
residents can’t reach all their home needs due to lack of them or
lack of knowledge about their existence.
Home Mall is a mediator or intermediary that connects the
customers with the business through the web site.
Services that Home Mall has agreements with them:
•
•
•
•
•
•
•
Grocery
Pharmaceutical
Butchery
Bakery
Fixing technicians “plumber, carpenter, electrician, etc.”
Laundry
Super Market
Services will take place in:

8. •
•
•
•
Zayed City
Fifth Settlement
New Cairo
October City
Future plans:
•
•
•
•
•
•
More facilities and services offered requested by customers.
Covering Egypt All new cities then reaching the Middle East.
Launching a call center campus for customer services.
Hiring customer experience team for better predication.
Issuing Home Mall Visa card to ensure customers having our
special rates.
Recommendations and ratings for business suppliers by us
and by customers.
Business will role by sending customer requests from the website
to a business owner supplier that signed an agreement with us to
ensure quality for our service. In case of inquires there will our
customer service agents who will act as the connection between
the customer and the business owner.
4.0 Market Analysis Summary
Our target Consumers are mostly A, B-class and some of c-class
due to the convenient serving of House hold needs, consumers will
be motivated to enjoy the leisure of serving their facilities online
and introducing to the unknown business suppliers in their
geographic areas.
•
Sex
Both males and females, as it’s not gender related service.

9. •
Age
Youth early marriage from age 18- 40 years old are main
target.
•
Adults who are technologically moderated
•
Education
The highly educated people, because they will be able to
cope with idea.
•
•
•
Some of the medium educated people those are aware with
internet and much knowledgeable.
Income
Mainly people with high & medium income, reflecting on
their living in the modern cities in Egypt.
Lifestyle
These people that have a high life standard of living, rapid
tempo in their life seeking technological convenience rather
than traditional life.
Positioning
"Gathering Basic daily home needs from services and facilities into
a one website that will ease life of the family"
Table: Market Analysis
Potential
Growth
Customers
juniors
20%
Youth-Early marriage 60%
Adults
20%
Total
100%
Year 1
Year 2
Year 3
Year 4
Year 5
CAGR
20%
60%
20%
100
Competitive Advantage
20%
60%
20%
100
20%
60%
20%
100
20%
60%
20%
100
20%
60%
20%
100
100.00%
100.00%
100.00%
100.00%

10. •
•
•
•
•
•
•
•
•
•
•
•
•
•
•
First Mover to market.
No Direct Competitors.
Uniqueness e-commerce business.
Specialized.
Free of charge Services.
Convenience.
Flexible process of business.
Superior value.
Cost, Time & Effort Saving.
24 Hours Availability.
Security of delivery of facilities & services served.
Guaranteed quality.
Non-restrictive.
User friendly.
Income avenues.
SWOT Analysis
Strength
Business model have
no direct competition
Weakness
Opportunities
Rigid case for building
trust & credibility in
the beginning
Reaching middle east
Threats
Culture
adaption

11. Business model will
handle an existing
need.
Success & acceptance
of e-commerce as
Souq.com, Jumia.com
Outsourcing service &
facilities wont
guarantee same
quality all the time
Online threats &
hacking
A Mobile Application
will be more
convenient in future
e-commerce
resistance
Became a retailer
having owned
suppliers
Entrance of
competitors
5.0 Strategy and Implementation
Summary
Marketing
•
Social Media presence, Fan Pages: “Facebook, Twitter,
Google+, LinkedIn”
•
Facebook Ads.
•
Masraway Portal. “most visited portal in Egypt”
•
Radio advertisement in Nile FM, Negoum FM.
Sales
•
Percentage of profit from every supplier received customer
request through Home Mall as we can say it Pay per Click
approach.
•
Shops, business & internet Ads on our website will be a
revenue generator.

12. •
Suppliers may request priority rating or recommendation by
paying more of percentage of the profit.
Service development
Services may be developed by increasing the number of
agreements with business suppliers having mass reach of them
from the highest quality to the lowest to cope with the public
taste.
•
Grocery:
Local shops in the assigned geographic areas and hyper markets.
•
Pharmacy:
Local pharmacies, El-Ezaby, Seif Stores & Ali’s image.
•
Butcher:
Local shops in the assigned geographic areas and hyper markets.
•
Bakery:
Local shops, TBS, The Backery & Royal Bakery.
•
Fixing technicians “plumber, carpenter, electrician, etc.”
Agreements with service centers agents in the assigned
geographic areas.

13. •
Laundry:
Mass coverage to reach the suppliers in every single spot.
•
Super Market:
Local ones, Hyper markets, Metro Markets, Khier Zman, Seoudy &
Alpha.
Marketing & Promotion strategy
1. Offline Approach:
Home Mall will use several different forms of conventional media to
brand itself to its viewers;
• Print Advertising
Advertising in trade publications as Waseet, Business magazine,
News Papers & flyers in interactive Malls.
• Direct mail
Mailings to individuals who acquire new retail business licenses.
• Viral Marketing
Continuous promotion with "snowball" effects.
• Broadcast Calls
Quarterly calls to targeted retailers.
• Logo Link Program
Contract with print advertisers to include the Homemall.com logo
and
Tagline in their advertisements.
•
Retailer T-Shirt Program

14. Co-op program supplying retailers (and their staff) with t-shirts to
wear in their stores with the Homemall.com logo and tagline.
2. Online Approach:
Home Mall will use several different forms of electronic media to
brand itself to its viewers;
• Social Media
Creating a buzz by a strong social media presence generating fan
pages, blogs & groups.
• Search Engine/Directory Submission
Submission made to top search engines and directories on the
Internet and engaging with Google Ad words.
• Portal & Gateway Pages
Create individual web pages for posting news to top search
engines, directories, and industry specific sites. With active
presence on popular portals as Yahoo Arabia and Masrawy.
• Banner Advertisements
Banner space on industry specific web sites for example in hyper,
Carrefour & spinnes websites. Also, in Facebook ads.
• Channels
Develop strategic placement on other sites.
Marketing Activities
•
Customer Acquisition program
For breaking the ice with customers at our kick-off, giveaways will
be sent having our Home Mall logo and contacts to customers
while delivering the service or facility to enhance awareness.
For acquiring more customers we may launch referral program
that customer who refer a friend of him to visit and use Home Mall

15. will generate points that will lead to free requests or presents
when exchanging it.
For Loyalty building, we may launch loyalty program for frequent
loyal customers to become upgraded to elite customers having
elite delightful superior premium treatment with more advantages.
A Home Mall card will be issued to customers to use it when
dealing with one of signed business suppliers of Home Mall while
physical purchasing to acquire Home Mall special rates.
•
Customer Retention program
A retention program for to track customers that use our website
before and didn’t return back for a while as by calling them,
sending giveaways for reminding.
Updates, promotions and newsletters will always be sent gradually
on a daily basis to all customers to ensure retaining of customers
having their attention all the time.
From our customer database we will track their birthday from their
applications to send them birthday giveaways or greetings online
as for putting Home Mall always in a good state of customer’s
mind.
•
Endorsement Strategy

16. As it’s known that most of celebrities, politicians and public figures
lives in the modern cities of Egypt who are our geographic target
segment. We may create a recommendation box whenever any
celebrity use Home Mall service as a way of free endorsement
advertisement motivating customers and fans by enhancing
credibility of Home Mall quality of services.
•
Sponsorship Strategy
Home Mall may adapt sponsorship of events after generating
revenue for more massively advertisements and building brand
awareness as Home Mall may sponsor Ramadan tournaments in
Compounds of the modern cities and Ramadan Tents also exist
there.
•
SMS & Emails Strategy
Home Mall may purchase a list of customer database contacts of
mobile numbers and emails to send them flyers & brochures for
introducing Home Mall to a wide range of the targeted segment
through SMS & Emails.
Marketing Goals
•
•
•
•
•
•
•
•
•
•
Reaching the 5 million users.
Further defining the target market to mass market
Building membership loyalty in early stage
Increasing user-to-user referrals
Public Relations recommendations
Partnerships requests
Creating massive awareness
Increasing word of mouth rate
Eliminating off line advertising gradually to shorten the cost.
Interactive online presence 24/7

17. Sales strategy
Home Mall generates many of its sales leads through quarterly
broadcast interactive calls to Business Suppliers signed with the
Homemall.com database. This call informs the company that their
organization is listed on Homemall.com free of charge, verifies
phone, fax, email and web address information, and prompts the
responder to request additional information about Homemall.com
promotional/advertising services. These leads are passed to a
sales person who follows up with these business owners via
telephone or email or visit with the expectation of making no less
than 20 qualified contacts per week. Home Mall will focus on the
domestic market with plans to move into the international arena
as Middle East at a later date.
Following the billing system, Home mall will receive its commission
as suppliers may send it on Home Mall’s bank account or pay it by
credit card on the website or by third party Collection Company to
collect the commission by psychical human interaction.
Home Mall customer service representative has completed training
on all functions of homemall.com and has initiated sales calls,
trained on handling customer and supplier requests. Main focus of
upselling to customer call for tracking his request.
5.1 Sales Forecast
Home Mall Sales will be considered about 3 important pillars:
•
Commission from business suppliers received requests from
customers through Home Mall.

18. •
Ads in Home Mall website.
•
Priority of ranking to business suppliers.
Table: Sales Forecast
Sales
Commission
Ads
Priority ranking
Total Sales
Year 1
$100,000
$50,000
$50,000
$200,000
Direct Cost of Sales
Row 1
Row 2
Row 3
Subtotal Direct Cost of Sales
Year 2
$150,000
$100,000
$100,000
$350,000
Year 3
$300,000
$150,000
$100,00
$550,000
Year 1
$30,000
$20,000
$10,000
$60,000
Year 2
$40,000
$20,000
$10,000
$70,000
Year 3
$50,000
$20,000
$10,000
$80,000
5.2 Milestones
Our prioritized ranked milestones to be estimated calculated and
evaluated:
•
•
•
•
•
•
•
Home Mall brand rating
Web Site traffic
ROI
Sales
Market Coverage
IT expenditure
Advertisement & Branding
As, per management vision we must always know whether we are
on track or we miss lead by assigning our milestones in specific
due dates for easing the process of planning further on and
distinguishing the effect of these aspects if the cost is worth it or
there’s surplus or shortage gaining the efficient and effective
approach.
Table: Milestones
Milestone
Start Date End Date
Budget
Manager
Department

19. Home Mall brand
rating
ROI
Sales
Market Coverage
IT expenditure
Advertisement &
Branding
Web Site traffic
Totals
1/1/14
1/6/14
$20,000
ABC
Marketing
1/1/14
1/1/14
1/1/14
1/1/14
1/1/15
1/6/14
1/1/15
1/1/15
$100,000
$100,000
$30,000
$20,000
ABC
ABC
ABC
ABC
Finance
Sales
Planning
IT
1/1/14
1/6/14
$40,000
ABC
Marketing
1/1/14
1/6/14
10,000
ABC
$320,000
IT
6.0 Management Summary
Home Mall management team is a balanced mix of strong
conventional business experience and with young, cutting edge
enthusiasm from different and mixed backgrounds, expertise,
industries & specializations. This winning combination will prove to
be successful in meeting Home Mall goals.
The 5 management team is equally shareholders of Home mall
giving the head of management to the most experienced member
in the team due to his the most focused related in the internet
industry.
Tamer Bahaa
GM
Mazen Ahmed
Marketing
Manager
•
Amira Tayel
Contracts and
Deal Manager
Dina El-Masry
IT & Internet
Manager
Kyrillous George
Project and Sales
Manager
Tamer Bahaa
General Manager, handling the management issues and dividing
functions and tasks among the team

20. •
Mazen Ahmed
Marketing Manager, due to his passion and experience in the
marketing field in multinational organizations.
•
Amira Tayel
Contracts and Deal Manager, related to her success in the
regulatory and contractors in her pharmaceutical sector.
•
Dina El-Masry
IT & Internet Manager, as being the technical engineer in the team
with her experience in the IT & Telco sector, Will function also as
search engine optimization.
•
kyrillous George
Project and Sales Manager, with proven success in managing
many projects active now in Egypt.
7.0 Financial Plan
Our financial plan is based mainly on the revenue generated per
year. The startup phase is the toughest among all since it will
depend mainly on the true belief of the partners to join so it has
the highest risk.
7.1 Start-up Funding
The startup funding will consist of two main parts, the owners’
savings and bank loan of 300$ with an annual interest rate of 30$.
This will be acquired through the bank’s loan for youth. This will
cover the startup requirements.

21. Table: Start-up Funding
Start-up Expenses to Fund
Start-up Assets to Fund
Total Funding Required
1750$
1450$
1750$
Assets
Non-cash Assets from Start-up
Cash Requirements from
Start-up
Additional Cash Raised
Cash Balance on Starting Date
Total Assets
500$
1750$
950$
-300$
1450$
Liabilities and Capital
Liabilities
Current Borrowing
Long-term Liabilities
Accounts Payable (Outstanding
Bills)
Other Current Liabilities
(interest-free)
Total Liabilities
Total Funding
300$
$0
$0
30$
330$
1750$
7.2 Projected Profit and Loss
There was no direct loss but we experienced a wide expansion in
year 2 which decreased our margin.
Table: Profit and Loss
Sales
Year 1
5367$
Year 2
8218$
Year 3
11090$

22. Direct Cost of Sales
Other Costs of Sales
Total Cost of Sales
2000$
$0
2000$
3500$
$0
3500$
5200$
$0
5200$
Gross Margin
Gross Margin %
3367$
63%
4718$
57%
5890$
53%
500$
100$
150$
500$
0$
100$
$0
500$
120$
500$
700$
200$
300$
$0
500$
120$
500$
700$
300$
300$
$0
1350$
2320$
2420$
2017$
2398$
Expenses
Internet connection
Depreciation
Rent
Website fees
Insurance
Payroll Taxes
Other
Total Operating
Expenses
Profit Before Interest and
Taxes
EBITDA
Interest Expense
Taxes Incurred
Net Profit
Net Profit/Sales
3470$
$0
$30
$935
$0
$30
$1030
$0
$30
1320$
1052
19.6%
1338
16.3%
2120
12%
8.0 Evaluation
Evaluating for a project begin from scratch should be on a daily
basis to know whether on track or not and attributes affecting
success and ones affecting failures, what should we focus on more
and what we should focus less, what’s interesting and what’s not,
what’s most demanded and what’s less, therefore what may

23. evaluate by some modern aspects that may lead to static, dynamic
& solid results generating prober output for decisions later on, As:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Google analytics
Alexia
Social media response
Sales volume
Transaction volume
Internet traffic
Stickiness rate
Word of mouth
Number of visitors
Suppliers & customers feed back
Volume of signed suppliers
Suggestions tab
Cash flow amount
Turnover rate in the organization
Calls, inquires, requests rate.