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boimelaBooks are at fingertips
A mobile phone application where anyone can read free
eBooks and shop eBooks through some easy steps.
banglalink
Idea contest – to start something new
Season 3
Team: ROOMMATE
TEAM MEMBERS: ABIDUR RAHMAN
MIM MURSALAT
INSTITUTION: Bangladesh University of Professionals

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Executive summary
Books are real companion in our busy dynamic life. When it comes to get a book life gets tougher and
painful. Traffic jam, bargaining, low quality pirated books are unavoidable objects. It may be harder to
find a Bookstore in your neighbourhood these days.
What if a mobile phone app brings books for you at your fingertips? Won’t it be amazing!!?
That is what will do.
It’s totally a brand new concept in our country. There is no eBook provider in Bangladesh.
Boimela will be the first name in the untapped market.
Internet penetration is increasing. People are starting to
Use smart phone. Now a days a low end smartphones
Costs 4500 tk.
Hundreds of application making their life smooth and
easy. People are getting connected to each other by
social networking apps. Access to information is way
easier than before. Google can find almost anything. But when it’s come to reading a Bangla book,
nothing helps. There is no such app that can provide eBooks.
If BANGLALINK launches the Boimela app it will be a brand new step towards the motto
‘Start something new’
What is eBook?
eBooks are digital versions of printed
books, which are distributed through the
Internet. These files can be read on
eReaders, tablets, personal computers,
smartphones, and also on some mobile
phones.

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 Launching of Boimela app
 Rigorous promotional activities.
 Obtaining 10 000 customers
 People will be getting used to with this app slightly
Year 1
Year 2
Year 3
Key to success
 Reaching to more people
 A total of 17 000 customers by the end of the year
 Making eBook database rich to meet peoples need
 People will start to know about the app around the
country
 Boimela app service is about to touch break-even
point
 Reaching break-even point very beginning of the year
 A total of 22 000 customers by the end of the year
 Customers will buy more eBooks from boimela
 Customer loyalty will increase
 Boimela app service will make a significant amount of
profit by the end of the year

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Introduction of the iDEA
 The boimela app puts over a thousand of eBooks at your fingertips. It’s the
app for every reader, whether you’re a book reader, magazine reader.
Choose from over a thousand books from the boimela Store
 Read Free Books—Choose from thousands of free eBooks
 Shop for Books—easily shop for eBooks. Buy once, read anywhere.
 Sample Books before You Buy—Read the first chapter of a book for free
before you decide to buy.
 All you need are—
A mobile phone application where anyone can read free eBooks and shop
eBooks through some easy steps.
SMARTPHONE
2G / 3G INTERNET
CONNECTION
Banglalink
Connection

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Book
readers
Authors Publishers
Boimela app will open a new
era for the Bangladeshi
authors. If we look at the
recent scenario Authors are
at a severe financial situation.
They are not getting what
they do deserve for their
intellectual property. The
word ‘Piracy’ is a buzz word in
the whole country. Evil
minded people are putting
pirated copy of their
(authors) books in the
internet. People just
download those pirated
copies from internet without
paying the authors. Though
there is no such system to
legally publish eBooks in the
internet and there is no such
system to pay the authors
what they deserve. Here the
boimela app will fulfil the
needs of the authors and the
readers too. Self-published
author those who don’t have
the resources to publish a
book they can easily put their
book in boimela on a certain
deal.
Publisher will not only be the
hard copy publishing
organization. Boimela will
create a great opportunity for
them to publish books
digitally. They will be the
content creator too. For the
ease of reader they can even
sell a particular chapter of a
book. Boimela app will create
a new dimension in book
publishing industry. Market
penetration for a publisher
will increase rapidly by the
help of Boimela app.
Reading Bangla books
through boimela app will
facilitate readers in different
ways. Boimela is bringing the
books in a reader fingertips.
It’s all about new experience.
For the first time in
Bangladesh eBook store
boimela will be providing
eBooks to the reader.
Thousands of free eBooks will
be available in the store.
Reading a book in smart
phone screen is just amazing.
It definitely goes with
BANGLALINK’S new motto
“start something new”.
BANGLALINK
The idea of such application
will not be just a concept in
future. Other companies will
come forward to eBook
selling. In this case Banglalink
will be the first name.

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The Advantages of eBooks Versus Traditional
Books
The following are some of the advantages of eBooks over physical titles
Travel. If you’re on the go a lot, you know how heavy regular titles are, particularly if
you intend to finish one book while you are out and need to bring another book with you.
EBooks allow you to bring a whole library with you wherever you go
Storage. Those who own a lot of books know how much space they can take up, but
with boimela app, your bookshelf is located on a small handheld device. This will save you a
lot of storage space and also means you have a backup online if something happens to your
books.
Price. EBooks are often cheaper in the long run because there are no printing fees
associated with them. In fact, you can often find free eBooks in boimela app online, whereas
physical books almost always cost you something.
Speed. When you buy an eBook, your reward is instantaneous. Whereas if you order a
book online you have to wait for it to arrive before the fun begins
Font adjustments. With an eBook, you can instantly change the darkness of
the lettering or the size of your font. When your eyes feel strained after reading a paper
book too long, you have little choice but to stop reading. With an eBook, you can just
change the font size and keep going. This is also a great feature for those who need large
print books.
Night reading. If you read in bed, an eBook may be a good option as many
readers come with built-in reading lights. These are easy to use and won’t get in the way like
the lights attached to actual books do.

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Economy
Following are the main target population of the app
Target group: 200,000
i. Demographic
a. Age 17-35
b. Gender male and female
c. Income range minimum 12,000tk/month
d. Occupation students, housewives, businessmen, job holders
book lovers
e. Family life cycle young, single, married
f. Religion Muslim, Hindu, Christian, Buddhist etc.
ii. Geographic segment
a. Region whole country with smartphone penetration
and network coverage
b. Density urban, suburban
iii. Psychographic segment
a. Social class upper lower, middle, upper middle, upper
b. Life style dynamic
c. Personality booking loving , knowledge seeker, studious,
compulsive, gregarious, ambitious,
iv. Behavioural segment :
Convenience
We are targeting those
people who wants to buy
books in an economic way.
Here in Boimela prices of
eBook are way much lower
than paper back or hard
cover books. Pricing
strategy of eBook is
described in pricing
strategy segment.
Target customers of Boimela
app always wants to buy a
buy their books in a
convenient way. Reading a
book in phone screen will be
a new experience to them.
They can easily avoid lower
quality pirated books traffic
jam bargaining, piracy etc.
Target group cyclographs:
Benefits

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With this core segmentation we expect an average of minimum 10,000 users by the end of
first year.
component Assumptions remarks
Size of the target group 200 000  Students 40%
 Book lovers 25%
 House wives 7%
 Business people 7%
 Job holders 5%
 Others 16%
Internet activity Prone to use
application and
internet
 Almost 76% of users use
internet on a regular basis
 3G will boost it to a greater
scale
Target market’s internet usage and book reading behaviour
Our target people do use internet, they have boimela app compatible Smartphone and they use to
read books and magazines. They may not have the habit of reading books at phone screen still we
are targeting them just because people in the developed countries are shifting to eBooks from
hardcover & paperbacks. As soon as the target people come to know about the app Boimela they
would definitely find it easier to read a book on phone screen.
Why would our target people buy and read eBooks from boimela?
It’s a brand new idea of providing eBooks through a mobile phone app in Bangladesh.
Carry anywhere, environment friendly, some types of books especially suited for a reader like
novels no Non-fiction books without many pictures. People can download free eBook or buy an
eBook once and can read anywhere. How simple it is?!! Magazines will be the most attractive part
for the readers .If a paperback book price in the market is 150tk. Boimela customers will get it here
at around 60-65 tk at digital format.

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 Brightness and contrast controlling facility
 Smooth scrolling
 5+ themes include day and night feature
 Word search box
 Real-time speed control
 “keep your eyes health” option for long time reading
 Real page turning effect with customized speed/color/ transition
 My bookshelf , favourite, downloads, authors, genre, search and import supported
 Dual page mode for landscape view
 Supports all four screen orientations
 PDF and ePUB formats support ( widely used eBook formats )
 Text highlighting system
 Reader can look up for obscure words in BANGLAPEDIA
 Supports both Bangla and English language for app interface.
Features of the boimela
application
 Hundreds of categories of
eBooks
 Author’s details
 Hall of fame
 Strong wide boimela
community where readers
meet authors
 Ekushey boimela top
sellers reviews
 Reader and critics review
 Wish list facility
 New book updates
 Free well illustrated
eBooks for children
 Built-in downloader and
eBook reader
From Boimela app readers will get everything they
need. There will be thousands of free eBooks.
Reader can select an E-book from various
categories. Book reader in Bangladesh are almost in
darkness about new book release. Boimela will let
them to surf new releases. For paid books reader
can read first 3 or 4 pages before they buy. It will
help them to make buying decision. By wish lish
facility reader will never miss a book which they
want to buy or read free later. A reader can get
details of their favourite writer by search option.
Looking inside the app
Features of integrated reader

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Home screen
Search
Free eBook
Wish-list
extras
option
Library Featured
Browse by category
 Name
 Author
 Publication
 Genre
 Book related
anything
Browse by author
Selected
book
menu
Books
list
Search
result
Selected
book
menu
Top Free
Top Free New
Browse all
Selected
book
menu
Books
list
Books
Wish-list
Selected
book
menu
Bar-code scan book search
Book-shelf
FAQ
Hall of Fame
Reader+author community
About us
Language
Reader settings
User account
Bangla
English
ReadBooks
Selected
book
menu
Reader’s review
View
Add comment
Rate this book
Buy/ Free download
Look inside
Critics’ Review
Boimela
Application
Menu

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Visual illustration
By this menu reader
can write review of a
particular eBook. The
can comment on this
segment regarding a
particular eBook
Hall of fame will
represent famous
writer/author of
Bangladesh. From
this menu user can
browse their profile
and eBooks list.
Here user will get
ekushey boimela
top sellers review.
They don’t need to
surf newspaper and
magazine any more
to get top selling
book list.
There will be
thousands of free
eBooks. User can
download them for
free.

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Simple Steps to get an eBook5
First of all user needs to download the Boimela app from respective app
market (PLAY STORE for instance). There will be no charge for
downloading and installing the app. Then user will have to put their
Banglalink Number in the authentication page. Hence Banglalink will
send a message to user about authenticity confirmation.

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Payment method
Banglalink
After clicking on the buttonBuy eBook
Step 1
Step 2
Step 3
Part A
Step 4
In background boimela app will send a transaction request to boimela
server. The server will convey the request to Banglalink MOBILE CASH
server.(Boimela section)
BL MOBILE CASH will check if the user is registered to BL mobile cash or not.
If registered whether the user has sufficient balance in his/her bl cash wallet
to shop.
If the user is not registered or doesn’t have sufficient balance in wallet then
the BL cash server will send a request on boimela server that the transaction
is not possible and BL mobile cash will send a message to the user “dear
subscriber please recharge your wallet from the nearest BL mobile cash
point” OR “dear subscriber you must be registered to BL mobile cash to
continue Boimela transaction. Please dial *777£”
Step 3
Part B
If the user is registered with Bl mobile cash and has sufficient balance in
wallet BL mobile cash will deduct a certain amount of money from user’s
wallet and send a message to boimela server that transaction is complete.
Mobile cash will send another message to user about transaction
information.
The boimela server will send a downloading link of the eBook and boimela
app will start downloading the file.

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Components Details Feasibility
Connectivity
with servers
Internet connection is
required to browse, read
and to shop. Only
banglalink subscriber can
use the app.
Establishment of this sort of connectivity is in practice and
feasible in Bangladesh.
Payment methods Banglalink
Through
Mobile cash one can
easily pay for eBook from
cell phone.
This payment method are already in practice. Nowadays
banglalink subscriber can pay their utility, internet (qubee)
bills through Banglalink mobile cash.
Internet download charge: GPRS charging mechanism is
already available in BL network thus it confirms feasibility.
Database management A strong database will
provide eBooks for the
app user those who
wants to buy or read free
eBooks at boimela.
Book library will be updated regularly. According to users
requirement we will provide different features to them.
Operating systems To run boimela it needs
to support OS of the
handset
Technical feasibility

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DETAILS YEAR 1 YEAR 2 YEAR 3
Number of customers 10,000 17,000 22,000
Yearly revenue from eBook selling 3,000,000 6,290,000 11,440,000
Yearly Internet usage revenue 1,000,000 2,720,000 3,960,000
Yearly revenue from service 30,000 62,900 114,400
Total yearly revenue 4,030,000 9,072,900 15,514,400
Idea cost 200,000 -------------- ------------
App development cost 800,000 ------------- ---------------
Server cost 600,000 --------------- ----------------
Marketing cost 1,000,000 1,200,000 1,600,000
Administrative cost 1,200,000 1,200,000 1,300,000
Royalty expense (50% 0f eBook revenue) 1,500,000 3,145,000 5,720,000
Hard copy to digital conversion cost 90,000 110,000 140,000
Yearly Maintenance cost 300,000 300,000 350,000
Total yearly cost 5,690,000 5,955,000 9,110,000
Net profit / loss (1,660,000) 3,117,900 6,404,400
Commercial feasibility

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Year Number of
customers
No. of book
buy/customer
Book price/
eBook
Customers
expenditure=
No. of eBooks*eBook
price
Total revenue from
eBook selling = no. of
customer * individual
expense
Year 1 10 000 5 60 300 3 000 000 tk
Year 2 17 000 7 55 370 6 290 000 tk
Year 3 22 000 10 52 520 11 440 000 tk
Year No. of
customers
Internet Data charge on
boimela purpose/head
Internet usage revenue
= No. of customers * internet
expense/ head
Year 1 10 000 100 1 000 000 tk
Year 2 17 000 160 2 720 000 tk
Year 3 22 000 180 3 960 000 tk
Year Revenue from BL mobile cash service
= revenue from eBook selling * 1 %
Year 1 30 000 tk
Year 2 62 900 tk
Year 3 114 400 tk
Assumptions on revenue calculation
Yearly revenue from eBook selling
Calculation
Yearly internet usage revenue
calculation
Yearly revenue from mobile cash
service
Banglalink mobile cash will charge 1% from monetary transaction.

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 Idea cost 200 000 tk ( fixed cost)
 Application development cost 800 000 tk (fixed cost)
 Server cost 600 000 tk (fixed cost)
 Application service Marketing cost
Year 1 1 000 000 tk
Year 2 1 200 000 tk
Year 3 1 600 000 tk
 Administrative cost Year 1 1 200 000 tk
Year 2 1 200 000 tk
Year 3 1 300 000 tk
 Hard copy book to eBook conversion cost
Year 1 90 000 tk
Year 2 110 000 tk
Year 3 140 000 tk
 Yearly maintenance cost
Year 1 300 000 tk
Year 2 300 000 tk
Year 3 350 000 tk
 Royalty expense ( 50 % of eBook revenue)
Year Revenue from eBook selling Royalty expense = 50% of total yearly
revenue
Year 1 3 000 000 tk 1 500 000 tk
Year 2 6 290 000 tk 3 145 000 tk
Year 3 11 440 000 tk 5 720 000 tk
Assumptions on cost calculation

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Fixed costs: 1st
year calculations
items Amount in BDT
Idea cost 200 000
App development cost 800 000
Server cost 600 000
Marketing cost 1 000 000
Administrative cost 1 200 000
Maintenance cost 300 000
Total 4 100 000
Variable costs: 1st year calculations
EBook sold in first year = per head book buy * number of customer
= 5* 10 000 = 50 000 units
Variable costs per eBook: 1st year calculation
Variable costs per eBook =
total variable cost
𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑒𝐵𝑜𝑜𝑘 𝑠𝑜𝑙𝑑 𝑖𝑛 𝑓𝑖𝑟𝑠𝑡 𝑦𝑒𝑎𝑟
=
1 590 000
50 000
= 31.8
Price of an eBook in 1st year = 60 tk
Items Amount in BDT
Royalty expense 50% of eBook
selling revenue
1 500 000
Hard copy to digital conversion cost 90 000
Total 1 590 000
Break even analysis

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By using Cost volume profit (cpv) formula
Px = vx+fc + profit
Where p is price per unit
X is the number of units
V is variable cost per unit
Fc is total fixed cost
Calculation BEP (break-even point) in sales units
At break-even point the profit is zero therefor cpv formula simplified to px=vx+fc
Solving the above equation for x which equals break-even point in sales units we get
Break even sales units 𝑥 =
fc
𝑝−𝑣
BEP in sales taka = price per unit* break even sales
Here.. price per unit is 60 tk
Variable cost per unit 31.8 tk
Total fixed cost 4100 000 tk
So we have p=60 tk v= 31.8 tk and fc= 4100 000 tk
𝑥 =
4100 000
60 − 31.8
= 145 390 units
= 60 * 145 390 (price per book * total BEP unit)
= 8 723 400 tk
Breakeven point sales unit
Breakeven point sales taka

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 10 crore mobile phone subscriber. Where Banglalink subscriber is 27.70 million
 1 million smartphone user. Where about 76% of them are internet user. Percentage
of internet user are growing day by day.
 Target group of the boimela app service is 200,000
 Per eBook will be around 5MB. Considering 50MB 55Tk package per eBook
downloading will cost 5.5Tk
 Usage of internet will increase for boimela app purpose.
 3G network rollout will create a new dimension. User will be able to download a book
faster than ever. To download 5 MB file it will take less than one minute.
 Application subscription fee; ZERO. Because we are not selling the app. We are selling
eBooks through Boimela app.
 No opportunity cost in case of internet usage.
 Idea cost 200,000
 App development cost 800,000 for both hardware and software
 App marketing cost 1,000,000. It is incremental on yearly basis
 Maintenance cost 300,000 and its incremental on yearly basis
Boimela will collect eBooks from two different source.
CONSIDERATION
Process of enriching eBook library
Self-published
authors
Publishers
For both parties boimela will come to a deal with them. Boimela will provide 50% of eBook selling
revenue as royalty to self-published authors and publication companies. If the price of an eBook is 60
tk parties will get 30 tk. Boimela can deduct some amount for converting manuscripts or hard copy to
digital format.

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Pricing strategy of an eBook
Reality Check:
All Prices are Relative
We often think that there is such thing as a “fair price” for everything. It’s important to
understand, though, that things don’t have inherent value, they only have perceived value.
Consequently, “fair price” is relative, and depends on a lot of factors.
For example, although it doesn’t make any sense, people happily pay thousands of dollars for
little glittery things called diamonds. Is there some divine law that says that these pieces of
carbon are worth a lot of money? No, it’s simply that those who sell diamonds and those who
buy diamonds agree on the prices, and therefore they are what they are.
In the same way, when it comes to selling eBooks, you can charge as little or as much as you
want.
The strategy of offering eBooks at a price lower than that of printed books is a step in the right
direction.
In addition, if legitimate vendors fail to meet consumer demands, either in terms of content
choices or reasonable prices, their potential customers may turn to file-sharing websites for
pirated books – a situation similar to the one that set back the music industry.
*New value chain for publication industry. CMS = Content Management System
Considering all those facts. If the price of a hard cover book is 120 tk the price of an eBook
will be 60 tk. Price is less than the hard cover books because production cost is zero. No
printing only editing and digital production. A content management system will replace
distribution channel.

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Promotional strategy
 Run a strong promotional campaign in FACEBOOK is a must. It is less expensive than
television commercial Bill board and other ad campaign.
 Publishing company usually give newspaper ad for their books. Through this boimela
app they can sell digital version of book in boimela to create a new dimension to
business. Publishers will add a QR code with the newspaper advertisement. This QR
code will lead a customer to the (after scanning QR code with smartphone) respective
eBook’s link in the boimela app. User can read first 3 pages of the book. This will help
them to make a buying decision.
 There will be a newspaper advertisement for promoting Boimela app.
QR
code
boimelaStart something new
Newspaper ad concept
In this ad concept there is a very little information. ‘Start something new’ will
represent Banglalink. Less information creates curiosity. As our target group
is smartphone users by this QR code scanning through phone they will be
redirected to boimela app download link. So far they know nothing about
boimela app. After downloading it free when they will open the app ‘free
eBooks’ will catch their attention to this app.

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SWOT analysis
 The first name in the
eBook selling market
 Books at finger tips
 2.7 crore BL subscriber
 eBook prices are
comparatively low
 completely new
experience
 Piracy
 Publication company may not
accept the new concept of
eBook selling
 3G network rollout
 Smartphone penetration
 People may not accept
the new concept in
book reading easily
 Smartphone
penetration is very low
 eBook cannot offer the
taste of a hard cover
book
 people don’t have the
,book buying behaviour
through a phone app
 EBook cannot be used
as a gift.

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Conclusion
It will be one of the biggest projects of banglalink if taken under consideration. It will bring
about a new era in Book reading experience. Readers will switch to eBooks, because of its cost
efficiency and eco friendliness.
It will bring a massive reduction on paper consumption. In a broad sense environment will be
saved.
Thought of money will never hold back the readers anymore
when it is time to honour the author with what they deserve.
Banglalink believes in START SOMETHING NEW. So does boimela

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