TABLE OF CONTENTS

Executive Summary……………………………………………………………….…..Pg 3

The Marketing Plan

1. Situation Analysis…………………………………………………………...…Pg 4

 Market description………………………………………………………...Pg 4
 Market Need……………………………………………………………..…Pg 4
 Competitors Analysis………………………………………………………Pg 4
 Market Trends………………………………………………………………Pg 5
 Market Growth……………………………………………………………...Pg 5
 SWOT Analysis…………………………………………………………….…Pg 5

2. Objectives & Goals………………………………………………………………Pg 6

3. Marketing Strategy…………………………………………………………….. Pg 6

 Value Preposition……………………………………………………………Pg 6
 Critical Issues……………………………………………………………...…Pg 7
 Target Market………………………………………………………….….…Pg 7
 Positioning……………………………………………………………………Pg 7

4. Marketing Mix……………………………………………………………………Pg 8

 Product Marketing………………………………………………………..…Pg 8
 Pricing Strategy………………………………………………………………Pg 8
 Promotion………………………………………………………………….…Pg 8
 Advertising……………………………………………………………………Pg 8
 Public Relations………………………………………………………………Pg 9
 Seminars & Events……………………………………………………………Pg 9
1Page

5. Sales Plan…………………………………………………………………………Pg 9

 Sales Process…………………………………………………………………Pg 9

6. Action Plan…………………………………………………………………….…Pg 10
The HR Plan

1. Introduction.....................................................................................................Pg 11

2. Employee Plan..................................................................................................Pg 11

3. Organization Chart..........................................................................................Pg 12

4. Compensation & Benefits...............................................................................Pg 13

5. Tools & Training Goals....................................................................................Pg 13

The Financial Plan

1. Introduction.....................................................................................................Pg 14

2. Start-up / Initial Costs......................................................................................Pg 14

a. Business Registration Fees.................................................................Pg 14

b. Starting Inventories.............................................................................Pg 14

c. Rental Deposits.....................................................................................Pg 15

d. Utility Setup Fees..................................................................................Pg 15

3. Operating Expenses..........................................................................................Pg 15

a. Salaries...................................................................................................Pg 15

b. Rent / Mortgages..................................................................................Pg 16

4. Total Costs & Their Funding.............................................................................Pg 16

5. The Financial Statements……………………………………………………..Pg 17

a. Income Statement……………………………………………………..Pg 17

b. Cash Flow Projection………………………………………………….Pg 18

2 Page

c. Balance Sheet………………………………………………………….Pg 19
 EXECUTIVE SUMMARY

AdMark is a marketing firm offering traditional and non-traditional services in marketing

and marketing consultancy to the local industry and entrepreneurs. AdMark will serve
the marketing needs of businesses and individuals to enable them to realize their
marketing goals and the road map to achieve them keeping in view the local market’s
trends and traditions.

The primary marketing objectives of this marketing plan are to achieve the maximum
market share with minimum resources and marketing efforts.

The another key objective of this plan is to provide guideline and pattern for achieving
our corporate goals and objectives and the financial resources required for carrying out
these activities.

Using the marketing mix and conducting seminars and different events will be our key
marketing strategy and its success will be determined by the clients we attract in the first
three months of our business.
3 Page
 THE MARKETING PLAN

SITUATION ANALYSIS

The business we are entering into is of marketing firm and consultants called AdMark
marketing firm. We are starting our business in the beautiful town of Abbottabad the
capital of Hazara division. The business is all about providing marketing solutions and
making them profitable by using our skills and knowledge of marketing techniques.

MARKET DESCRIPTION

Our market consists of local businessmen and entrepreneurs running businesses in

district Abbottabad. We will address their needs of marketing their products and
services. Currently there is a competition in all businesses and everyone is trying to
attract more customers and profit then the competitors. We will provide them with the
new and attractive ideas of getting profit through marketing.

There is no other marketing consultancy in this region so it makes a great opportunity for
us to get into the market in the current situation.

MARKET NEED

The market of Abbottabad has increased with a very rapid speed, changing the business
nature and consumers buying patterns. These new businesses in almost all sectors have
stimulated competition among the businesses and confusion among the customers.
Competition and confusion raised the need of AdMark marketing firm.

COMPETITORS ANALYSIS
4 Page

Currently we are the only firm entering into the market. Although there are some other
firms providing their services in the field of advertising but they are not focusing on all
the aspects of marketing. These advertising agencies can be our potential competitors in
near future. So key potential competitors include:

 Mughals Advertising firm

 Jaidis
 Axiom Advertisements
They all are focusing only on media advertisement through local cable network. Axiom
has also tried to provide other services related to marketing but due to lack of experts
they were unable to perform better so they quit the business.

MARKET TRENDS

Abbottabad is an educational city and a tourist point. Many people around the country
are migrating to this city. With more people from different cultures and areas residing in
this city has changed the market trends. Technology and globalization has its own impact
on this town. The changing market trends from traditional to new ideas, changing life
styles and needs and wants of people, influence of media on the local people has set new
parameters and trends in local businesses.

MARKET GROWTH

Currently the market is growing with the rapid speed. The growth in all the sectors from
service sector to industrial sector (small) and from small to medium and large businesses
can well be seen. Many new investors are coming to explore the market in recent years.
Schools and colleges, CNG stations, franchises of fast food and MNCs, banks and poultry
business are growing in recent the years and in the future many more new businesses are
expected to come in to market.

SWOT ANALYSIS

Strengths Weaknesses
 First Mover Advantage  Market consists of SMEs
 Knowledge of Field/Business  Stable but slow Growth Rate of
Business
 Market Expansion/New Business  Lack of Fixed Profits
 Low Initial Cost  Lack of Compatible Technology in
Pakistan
 
5

Involves Local business graduates Limited Recourses for Technical

Page

who are familiar with the market
Opportunities
 Online Services
 Starting New Trends in Local Market
 Getting Huge Market Share before
Competition Arises
 Hiring Local Business Graduates as
Interns
 Expanding the Business to other
Districts of Hazara
Marketing Ideas in the Country
Threats
 Competition in Future
 Financial Crises in Country
 Economic Threats
 Cultural & Local Restrictions
 Limited Trend of Marketing among
Local Businesses
 OBJECTIVES & GOALS

The objectives of AdMark are:

 Changing nature of businesses in local market

 Profitable and long lasting business relations with our clients
 Satisfying the marketing needs of businesses.
 Getting maximum cliental before competition.
 Spreading the importance and needs of marketing in local business
 Providing profitable and socially acceptable marketing solutions

LONG TERM GOALS

Our long term goals are:

 To be market leaders and trend setters in consultancy

 To enlarge our business by providing consultancy in other districts of Hazara
division
 To provide online services to the global businesses.
 To provide jobs to the local, fresh business graduates.

MARKETING STRATEGY

Our marketing strategies are based on meeting the needs and requirements of our
clients. We will do this through leveraging internal and external business strengths and
understanding the competitive environment. All marketing strategies work toward
supporting our mission statement and realizing our stated goals.

VALUE PREPOSITION
6

Providing quality service is critical. Our business and individual clients judge our
Page

competence based on how we treat them. This is their primary - and in many cases their
only - measurement of our capabilities. Our Value Proposition to the client is that we will
do their marketing, provide marketing solutions, promotions, etc, better than they do it.
We will work closely with our clients to make sure we know what their goals are, where
they are financially and where they want to be in the future so that every service we
provide is personal and custom-tailored for our clients.
 CRITICAL ISSUES

Critical issues for AdMark include:

 Retaining clients is essential and will be determined by maintaining our reputation

built upon professionalism, trust, accuracy, and timeliness.
 Tracking results to better understand which marketing activities offer the best
return.
 Focusing on key market segments that will produce the greatest return.

TARGET MARKET

Our target market includes:

 Gas Stations
 Bakeries
 Cellular companies franchises
 Hotels and Restaurants
 Guest Houses
 Private Schools & Colleges
 Medical Colleges
 Fast food Industry
 Small Industries(beverages, marble, glass, food, packaging etc)
 Arts & Handicraft
 General Stores
 Transport
 Banks

The above are our target market but again there are some financial barriers and
limitations so the businesses with minimum profit of Rs 35000 will be our ultimate target
market among the above mentioned.
7Page

POSITIONING

We want our clients to view us as the most comprehensive, trustworthy, capable and
competent firm in the business. We also want them to see us as the most cost effective
and convenient specialists.
 MARKETING MIX

The firm like us depends mainly on the clients' response and the referrals they made. For
a new firm it's not an easy task to make a place in the minds of clients. An overview of
our marketing mix strategy is below:

PRODUCT MARKETING

We need to fulfill the promise we make to each client - to provide them with the
resources they need to reach their business and personal financial goals, with
unwavering confidence in our firm throughout that process and, ultimately, throughout
their lives. Our main focus will be on retaining our clients through the quality of services
we provide them.

PRICING STRATEGY

The nature of the business makes it difficult for setting fixed prices on our services. The
pricing strategy will depend on business to business and according to the needs and
requirements of our clients.

PROMOTION

We will promote the firm through these critical marketing components:

 Enhance our profile within our targeted industries and areas of specialization
by increasing our reputation for possessing unique expertise in these areas.
 Have the expectation that all employees will take on the task of marketing the
firm as they approach their other areas of responsibility. We will track, give
feedback, and acknowledge efforts, accomplishments, and results from these
actions.
 Continue to use the technology we have, including our in-house computer
capabilities and our website. Both possess incredible potential for future
differentiation in an increasingly competitive market.
8Page

ADVERTISING

We will advertise only in local newspapers as we want to attract local clients. We are not
big enough to spend money on national advertising in national magazines.
 PUBLIC RELATIONS

It will be important for us to use PR to maintain our image in the community, and to
remain known as THE experts in our industry. We will issue Press Releases when we get
big clients on board, assuming we have the client's permission.

SEMINARS & EVENTS

We will also conduct seminars and other events to facilitate our clients by providing them
specialists and expertise's opinions and suggestions. The business tycoons and
marketing experts in the country will be the source of attraction.

SALES PLAN

Our sales plan hinges on making a good impression from the moment clients or potential
clients walk in the door or call. It costs much more to gain a new client than to retain an
existing one, so our main sales goal is to retain our clients for longer period of time
and increase our sales through them

SALES PROCESS

Once we get a new client referral we will make sure we set up a welcome meeting for
them at no charge. This way the new client will have an opportunity to spend at least one
hour with the relevant professional asking questions and understanding the services that
we offer.

All prospective clients will also receive a packet with relevant information:

 How much we charge

 What services we offer
 How we implement those services
 Which manager will see them through all services and will be their "go to" person
 Happy client testimonials.
9 Page
 ACTION PLAN

After entering into business following action plan will be carried out for promotional
activities of the firm.( 6 months)

First Month: Awareness programs and orientation by conducting an introductory session

for all the key entrepreneurs and officials from various key organizations.

Second Month: Advertising in local newspapers, cable network and also broachers will
be used as the promotional tools.

Third Month: Now in the third month of the business we will work on specified clients
from first two months and we will hope for having referrals from our existing clients.

Fourth Month: We will hold on with the existing clients and will start our advertising
campaign again on cable, showing the satisfied clients reaction. This will surely increase
our client base.

Fifth Month: Now we will launch the new campaign on radio (local Fm 104) and will also
use our PR to communicate our successful entrance into the market.

Sixth Month: The advertising campaign from here onwards will be determined by the
clients we have and the target we set to achieve in future.

FINANCES

The details of the finances for carrying out marketing are given in our financial plan.
10Page
 THE HUMAN RESOURCE PLAN OF
ADMARK

INTRODUCTION

The human resource plan describes your expected staff required in your business. The
areas of responsibilities, training and experience requirement for each

 Staff position,

 Organizational chart

 As well as compensation and benefits should be summarized.

This will also show the staff management programs that will plan to initiate and the goals
you wish to achieve. The human resource plan is often includes as a subsection in the
promotion of the business plan. It will also tell you how you can recruit, screen, motivate,
train and discipline the staff we work with. So these kinds of things we will also observe
in our HR planning.

EMPLOYEE PLAN

Marketing consultancy firm “AD-MARK”

Job Title Functions

CEO The function of CEO will be to see the overall working and
performance of the organization and also to do the strategic
decisions and policy implementations.
Office Manager His function will be to entertain the clients and make the file of the
client and there problems.
Database His function will be to create and maintain a complete database of
Manager different transactions, dealings and clients.
Consultant 1 His function will be to address the client and solve their problems by
11

providing his consultancy and expertise and come up with effective

Page

marketing strategies for their businesses.

Consultant 2 His function will be to address the clients and solve their problems
by providing his consultancy and expertise and come up with
effective marketing strategies for their business.
Guard Security guard will also be hired for the general security of the office
area.
2 Workers These two workers are the cleaner and the peon.
Accountant Accountant is the person who will be looking over all the accounts
of our consultancy Firm.
 ORGANIZATION CHART

Organization chart is made because it will help us to demonstrate how our staff members
are structured and to whom they will be reporting. This will help us in two reasons:

 First, readers from outside the organization will understand the hierarchy of our
firm.

 Secondly our own employee will know that who will have to report whom.

After this what major changes will be done in our organization should be noted and with
the passage of time these changes will also be mentioned so that consultancy firm
should accept the changes as the environment is changing.

CEO

Office Manager Consultant 1 Consultant 2

Accountant Database
manager

Guard Cleaner Peon

12
Page

COMPENSATION AND BENEFITS

This will be shown by the chart which shows different benefits that we will be giving to
our staff. It will show the salary and wages we will be giving to the employees. It will help
us to estimate the compensation level for which we will need to plan. The anticipated
changes in wages and compensations during the period can be changed also.

Position Salaries
CEO Rs. 30,000
Office Manager Rs. 20,000
Consultants Rs. 1000/hr (per person)
Cleaner & Peon Rs. 4000 (for each)
Accountant Rs. 10,000
Database Manager Rs. 10,000
Security Personnel (1) Rs. 5000

This is the kind of the salary that we plan to be given to the staff of our organization.

TOOLS AND TRAINING GOALS

The CEO of the firm will be hired with an experience of 10 years in the field of marketing
who has the ability to take this firm into the leading firms of Pakistan. The consultants
will be the specialized personals in the field of marketing who can bring effective and
SMART marketing solutions for the clients. Office manager will be a person with a 5 years
experience of running the office operations efficiently and effectively. We will be hiring a
computer specialist for the job of database manager who will be maintaining the
database of the firm. An accountant will also be hired who will look after and maintain
the financial issues and transactions of the firm.

Target Barrier Planned

Employee Safety, An Knowledge of working Training, employee manuals,

Accident-free Workplace conditions awareness and supervision

High productivity Work habits. Knowledge, Attention to employee concerns,

attitude, experience etc regular performance reviews,
13

training opportunities, job design,

staff hiring, management style
Page

Low staff turnover ratio Demand for skilled Attention to employee concerns,
workers in other firms regular performance reviews, staff
hiring and training opportunities.

FINANCIAL PLAN FOR ADMARK

 INTRODUCTION

Since we are a Marketing firm and for that matter we would be giving a mix of both
product and services, it is therefore much more difficult to forecast the sales and
different financial statements for this project. However, this topic will try to focus on the
relative expenses and costs associated with the business undertaking. To start with, we
will categorize our expenses between the start-up costs and the operating expenses. Our
operating expenses represent our variable costs related to the business. For the
intention of elaboration, these expenses represent a single month.

START-UP / INITIAL COSTS

BUSINESS REGISTRATION FEES

Since we plan to initiate this commerce on a proficient level, registration with the
concerning authorities is only a matter of time and it is considered a crucial part of our
goals. This registration would also include acquisition of license and permit to operate in
the designated areas. The registration fees incurred initially would depend on the area of
operation and the resulting profits generated by the company as well as the taxation
policies laid down by the CLA, but we estimate the initial charges as ranging from Rs.
25,000-30,000.

STARTING INVENTORY

Following is a list of inventory needed within the apartment building to assist in starting
the business:

Item Amount Price/Item (in Rs)

P4 Desktop PCs (custom)
HP 5610 Inkjet Printer
Dual Core Laptops (Acer)
Furniture
PC Tables (with chairs)
Office Tables
Office Chairs
3 16,500 (x3)
1 15,000 (x1)
2 25,000 (x2)
--- ---
3 1500 (x3)
2 850 (x2)
6 500 (x6)
14

Single Sofa Set (for lounge) 1 (complete set) 8500 (x1)

Page

Miscellaneous (stationary --- 500

etc)
Total --- Rs. 117700/-

RENT DEPOSITS
Since we have rented our apartment, we will include its monthly charges with the
operational costs but a down payment of Rs. 4000 is made against a monthly payment of
Rs. 3500/room (two rooms in total).

UTILITY SETUP FEES

Given that our apartment is already a rental deal, we can forgo most of the utility setups
as they are already provided. However we do plan to acquire some additional utilities
such as a DSL network service from Wateen Telecom. We are deciding on buying a 1Mb
internet speed while paying monthly. The registration charges incurred here are Rs.
8000, including the fee for the next two months.

PROMOTIONAL COSTS

Although the detail of each promotional activity is outlined in our marketing strategy,
here is a list of funds that we plan to use up for each activity (locally):

Activity Maximum (Allowed) Cost

Seminars & Events Rs. 25,000
Print Media (Newspaper only) Rs. 20,000
Cable Network Ads Rs. 20,000
Brochures Rs. 5000
Total Rs. 70,000/-

OPERATING EXPENSES (FOR THE FIRST MONTH)

SALARIES

Following is the list of salaries based on the mode of initial operations and hierarchy of
the business organization:

Position Salaries
CEO Rs. 30,000
Office Manager Rs. 20,000
15

Consultants (2) Rs. 1000/hr (x2)

Cleaner & Peon (2) Rs. 4000 (x2)
Page

Accountant Rs. 10,000

Database Manager Rs. 10,000
Security Personnel (1) Rs. 5000
Total Rs. 85,000/-
 RENT / MORTGAGES

As discussed earlier, we have rented two rooms with a monthly rent of Rs. 3500/month,
which is
Rs. 7000 in total.

TELECOMMUNICATIONS / UTILITY

This is a variable cost that changes based on the amount of use but still there are some
minimum fixed costs related to them, which are:

Utility Minimum Charges

Telephone Bill Rs. 3000/month
Electricity Bills 12,000/month
Wateen Telecom Rs. 1700/month
Total Rs. 16700/month

TOTAL COSTS & THEIR FUNDING

In this section we shall discuss the total costs that we would initially incur along with the
total operating expenses. Under these two we will then decide on how much we plan to
borrow from the bank and what amount to invest by ourselves.

Costs Amount
Initial Costs Rs. 224,700/-
Operating Costs Rs. 98,700/-
Total Costs Rs. 330,000/-

Out of this amount of Rs. 330,000 we plan to borrow Rs. 250,000 from Bank Alfalah ATD,
and the remaining Rs. 80,000 we plan to generate from our E-Commerce website
relating to the business.
16
Page
 PROJECTED FINANCIAL STATEMENTS

As we know that it is not possible to draw up financial statements when starting a new
business but for the purpose of this business plan we have visualized some figures that
we plan to achieve in the six months following the launch of the business. Note that
these are only projected figures anticipated only for the proposal to investors and actual
figures may vary.

THE INCOME STATEMENT

AdMark®
Income Statement
For the six months ended June 31, 2009

Revenues (Services)
Market Research Rs. 120,000
Media Ads Rs. 135,000
Business Plans Rs. 165,000
Promotional Strategies Rs. 45,000
Training Programs Rs. 220,000
Other Consultancies (misc) Rs. 65,000
Total Revenue Rs. 750,000
Expenses
Direct Costs
Materials Rs. 70,000
Salary (Owner) Rs. 60,000
Wages Rs. 85,000
Total Direct Costs Rs. 215,000
General & Administration
Accounting & Legal Fees Rs. 12,000
Advertising & Promotion Rs. 70,000
Depreciation & Amortization Rs. 4000
Interest (on Rs. 250,000 loan) Rs. 75,000 (at 5%/month)
Office Rent Rs. 42,000 (at 7000/month)
17

Telephone Rs. 18,000

Page

Utilities Rs. 22,200

Total General & Administration Rs. 243,200
Total Expenses Rs. 458, 200
Net Income Before Income Taxes Rs. 291,800
Income Taxes Rs. 14590 (at 5%)
Net Income 277210
 THE CASH FLOW PROJECTION

AdMark®
Statement of Cash Flows
For the six months Ended July 31, 2009

Cash Revenues
Revenue from Product Sales Rs. 250,000
Revenue from Service Sales Rs. 500,000
Total Cash Revenues Rs. 750,000
Cash Disbursements
Management Draws Rs. 120,000
Salaries & Wages Rs. 85,000
Promotion Expense Paid Rs. 70,000
Professional Fees Paid Rs. 50,000
Rent/Mortgage Payments Rs. 42,000
Telecommunications Payments Rs. 18,000
Utilities Payments Rs. 22,200
Total Cash Disbursements Rs. 470,200
Reconciliation of Cash Flow
Opening Cash Balance Rs. 80,000
ADD: Total Cash Revenues (750,000) Rs. 830,000
DEDUCT: Total Cash Disbursements Rs. 470,000
CLOSING: Cash Balance Rs. 359,800
18
Page
 THE BALANCE SHEET

AdMark®
Balance Sheet (Pro Forma)
For the six months Ended July 31, 2009

Assets Rs Liabilities Rs
Current Assets Current Liabilities
Cash in Bank Rs. 40,000 Accounts Payable Rs. 75,000
Petty Cash Rs. 70,000 Salaries Rs. 85,000
Net Cash Rs. 110,000 Total Current Liabilities Rs. 160,000
Inventory Rs. 177,00 Long-Term Loans Rs. 100,000
Accounts Receivable Rs. 85,000 Total Liabilities Rs. 260,000
Total Current Assets Rs. 212,700 Equity
Fixed Assets Owner’s Equity Rs. 110,400
Land Rs. 25,000
Building Rs. 15,000
Net Land & Building Rs. 40,000
Equipment Rs. 117700
Total Assets Rs. 370,400 Liabilities & Equity Rs. 370,400
19 Page