Papier Business Plan

This business plan covers market analysis, competition analysis, risk assessment, and marketing strategies for Papier Ltd., an online stationery store in the UK.

PAPIERS
BUSINESS
PLAN

Table of Contents
Executive summary...................................................................................................................................3
Start-Up Business Idea (Product / Service).............................................................................................3
Industry Profile...........................................................................................................................................4
The Business model....................................................................................................................................4
Point of differentiation...............................................................................................................................5
Challenges to the Business idea.................................................................................................................5
Prospective Customers...............................................................................................................................5
Brief Marketing Plan...................................................................................................................................6
Competitor Analysis....................................................................................................................................6
Promotion and advertising.........................................................................................................................7
Sources of funding:.....................................................................................................................................8
Intellectual Property...................................................................................................................................9
REFERENCES..............................................................................................................................................10

Executive summary
This project is mainly based on business plan for new start-ups company in UK. The business
plan contains company named Papier Ltd. which is a online stationery store having variety of
products. Business plan for Papier covers market analyses, competition analyses and risk
associated with staff and strategy to reduce the impact of risk is discussed. Deep analysis of
product feature of company is discussed and to launch the service at optimized price; these
products have been compared with its competitors firm. At last project covers forecasting of
profit and loss statement and cash flow statement and also analyses of how much fund do
company requires for initiate business is explained with reference to forecasted figures of income
statement and cash flow analyses.
Start-Up Business Idea (Product / Service)
Online deliver personalised cards, personalised stationery and wedding invitations on demand. It
will work for people connectivity in more effective way through sending beautifully made
letterbox on customer demand. Business will deal in specialized stationery where its aim is to
inspire people to connect with each other more sentimental way. Papier has various attractive
product segments such as stationery, wedding, photo books, baby & kids, framed prints, cards
and invitations. It will deal in both online and offline demand by people for various products.
Papier’s aim is to inspire people to connect with each other through emotional way; in this digital
messages world, the main idea of this business is to receiving something beautifully made
through letterbox is a love of art and design. The carefully curate collection of designs deliver
with quality printing and premium paper will give competitive advantage over other online card
and invitation sites. The main idea is to deliver quality products at feasible prize with
customizable facility to customer.
The main target audience will be kids and college students and young married couple. Marketing
strategy includes active on social media, showing sample of cards on advertisement section and
this strategy also includes offline marketing. In this section; gift shops will be contacted and
company’s product will be used for showcasing and skill of visual marketing will also be used to
get noticed by customers.

Industry Profile
Achieve sales of 18.7 Billion kraft papers till 2025. Expand its business all over the London by
2025. Become number one seller of stationery in UK. Achieve sales turnover of more than £20
Million at the end of year. Within 3 to 5 years the company will be able to achieve larges market
share which is become number one stationery and kraft paper seller in London. Its annual sales
turnover raised by more than 75%; and 18.7 billion kraft papers sold by company. Its worth
increase by more than 75% and staff level increased to 250 employees from 70. Efficiency and
productivity increase by 150%; and cover all parts of London, UK. Papier become the only
company delivering invitations and gift cards in quality paper and serve with timely services.
Papier’s market share increase by more than 165% and will bale to open branches in New York,
Manchester and many other states.
The Business model
Stationery includes notebooks, diaries, leather stationery and gift sets and colourful pages
encourage to write and meaningful handwritten messages. Wedding package offers save dates,
wedding invitations and wedding inspirations (tips & guides); wedding invitation working,
etiquette, addresses envelopes and wedding checklists. Photo Books will be available with
different size, occasion, design, cover type and it will also available in varieties and perfect gift
for wife, friends and relatives. Baby & Kids zone will provide personalised story books, baby
photo books; nursery framed prints and birth announcements and specially built for kids and
covers all necessary requirement related for babies. Framed Prints will be useful for framed
photo prints available in different colours and designs. Paper quality also matters. Through
available in single photo, multiple and collage photo frames. Cards option will throw the client
for love from Afar cards, photo cards, card sets and best way to close with the person you loved
most. Invitations options will be useful to deliver product on the occasion of party, birthday,
baby, wedding and announcements. Attractive design with heart touching lines is best for
inviting on various occasions (Burns, 2016).

Point of differentiation
Personalized greeting cards: Papiers personalized greeting cards, in which name of client or
those whom client wants to add give personalized touch to greeting cards and make it different
from other competitor. Best attractive and creative designs: No competitor has reached to the
level as Papier has given with attractive designs and eye catching quotes. Care about quality:
Company specially concerns about paper quality, which no other firm does. Loyalty program:
Free delivery forever, exclusive promos to new collections, send fun treats on various occasions.
This type of package is making it different from others. Best suits to people emotions: Company
focuses on attractive design to express depth feeling of clients to receiver, which best suits
people sentiments. No other competitor has thought this till now (Blundel & Lockett, 2011).
Challenges to the Business idea
The main challenge for Papier to initiate its business idea is to enter into the market. Another
challenge face by the company is offering customers a range of payment options, as it enables
them to shop with their preferred payment mode. According to a recent survey by
PYMNTS.com, about 40 percent of online shoppers abandon their orders when completing
transactions due to complex payment processing. It is a challenge to ensure that the customer is
offered all possible payment options as per their choice during the check out phase. As in the
economy failure in the country due to Brexit new politics, we also face the economy downturn.
On the other hand, people as still used to normal bikes which you can hire at a cheaper price.
Prospective Customers
The customer groups company will be selling are:
College students: Students of college who are interested in fancy things will be the target of
company. Parents and couples: Newly married couples for sharing special moments through
invitation cards and kids for reading fancy books with amazing graphics will be the target of
company. Gift shops: For offline selling; gift shops will be contacted to interact with customers.

Customer research has shown following wants of customers:
Personalized cards and photo albums with customizable facility. Attractive way to express their
feelings and sharing this with their loved one. Best paper quality having scented smell with
natural colour and having no side effect on kids; making needs to be aware of any harmful
chemical used for colourful paper making.
Sources of information:
Primary research through surveys on college students, newly married couples and employees
opinions. Feedback programme conducted on social sites like facebook and emails. Secondary
research from news, articles and magazines. Through competitors strategy and website about
what they actually deliver and in what manner.
How company will target its customers:
It was found from market research and competitive analysis that our main customers will college
students, parents, kids, couples and gift shops. They will buy our product because we will
provide best quality products as competitor does; reward system for kids with best use of
combination of colour in puzzles mentioned in books. We take care of harmful effects of
chemicals on our customers. Also company uses recycled paper; hence if customer buys our
product then they can support eco friendly environment.
Brief Marketing Plan
Rapid increase in number of start-ups impact the market growth of stationery. Government
initiatives increase schools and colleges in rural has increased market growth of stationery
industry. Globalization becomes significant factor for stationery products market. Expansion of
multinational companies in many countries becomes key factor for innovation in stationery
market. Internet facility makes it possible to do online stationery trading. All these information’s
were collected through various sources such as magazines, newspapers, journal articles, websites
and British government online reports (Cottrell, 2015).
Competitor Analysis

After doing competitor analyses; profiling of these competitors done with identifying three most
rivalry firms which are Instart Print, Solo press and Stree free print. Out of this Instart print has
strengths like Friendly print experts, Free Personal artworker service and having Largest UK-
based online printers. While it has weaknesses like Non personalized product, Non customizable
product and less creative designs which definitely give advantage to Papiers. The another
competitor is Solo press having strengths includes Focus on business Flyers and Leaflets, Free
online proofing tool and 1 hour trackable delivery slot to customers. But the following
weaknesses of company such as only focuses on business segment groups and Do not covered
kid’s zone and college aspirants will give opportunity to Papiers to fill this gap. The last but not
least rivalry firm is Stress free print which launched its business with having following strengths
100% satisfaction guarantee, Free artwork check and Printed with pride in UK. But at the same
time have following weaknesses which limit the strength of company Non customizable cards
and Limited to only business cards printing makes its market segmentation narrow (Macmillian,
& et.al., 2012).
Strategy to improve on competitor offer and/or price(s):
Try to justify customers with the quality and price paid by them for owning product or make
their money worth after paying for services to company. Serve with high quality product with
100% replacement guarantee, if not satisfied. Papiers will allow customer to place replacement
request; if they are not satisfied with received products and services. No compromise with price;
as company will work on high price better service surety, because its basic idea is gold is
expensive due to its preciousness and show-off to the society. Hence, Papiers also wants to make
its separate brand with high quality products at high price. Fast delivery through its logistic
effective and productive and through open many stores throughout UK. Give personalised touch
to customer’s choices and preferences; offer choices and give opportunity to clients to design
product themselves through providing various get ups online.
Promotion and advertising
Product / Services promotion strategies:
Pricing strategy to increase sales - The price of any product is extremely complex and
intensive as it is the result of many calculations, research work, risk taking ability and

understanding of the market and consumers. The management of the company considers
everything before the price of a product, it includes everything the segment of the product, the
ability of the consumer to pay for the products, the market conditions, the competitor's action,
the production and raw materials cost or you manufacturing. Cost, and of course one can say
limit or profit limit.
Advertising through Magazines: Connect with people through publishing professional articles
in popular magazines.
Blogging: Online blogging is the most productive way to do online promotion of product and
services; as mind changing articles make viewers habitual to visit site regularly and this get as an
advantage by firm to fall them directly on website page through hyperlinks.
Search Engine Optimization: It is the algorithm used by google sites for ranking highest viewer
websites on the top. Company can use highly searched keyword for its products to increase the
traffic on website and promotions.
Active on social media’s: Facebook, Instagram and twitter provides large platform for online
promotions of product and services; additional to this it also give opportunity to connect with
people directly.
Advertising: Some of the best tools like classic ad, billboard ad, offline guerrilla marketing,
phone book, radio commercial and television ad will be used to promote products and services
offline.
Website advertisement: In this method; popular websites which have huge target will be
contacted by company and put advertisement of Papiers on the web page. This will take
customers to Papiers website with one click on the hyperlink.
E-Commerce: Nowadays every company sells its products through best e-commerce companies
like ebay, Amazon and many more. In this start-up to raise income for Papiers; company will
contact these e-commerce sites to support and promote product online to target customers and
convert lead into final sales (Davila, Epstein & Shelton, 2012).
Sources of funding:

Papiers have two sources of raising fund that is seed funding and borrowing from bank. The
estimated cost to start the business is £1,200,000 initial capital. Company get sponsors and
clients who are willing to contribute about £400,000; now the remaining amount £800,000 will
be borrowed from bank as a business loan. The chosen bank which is ready to provide loan at
minimum interest rate is HSBC which agreed to issue a business loan @ 6% per annum. The
cash out flow for paying interest will be start after 3 years of commencement of business and
term for the loan decided is 10 years. The option for personal loan has expensive interest rates
which is 20% per annum and not affordable by Papiers. Business loan has its own advantage like
subsidies receive from government, low interest rates and tax benefits. Papiers is also looking for
seed funding but after one year of successfully commencement of business. Business sponsors
are very impressed with business idea and willing to invest more if company able to achieve
£100,000 profit in first year (Davila, Epstein & Shelton, 2012).
Some of the other options for raising fund for doing business concern by company are; Current
Credit Account - There are some permanent customers. They purchase goods. In such a situation,
there may be a condition of selling a certain amount of goods in their accounts. The extent of the
borrowing amount is determined keeping in mind the buyer's economic condition and payment
trend. Exchange bill - The seller writes the exchange bill for payment of the goods at the time of
selling the goods and the buyer accepts it. Pledge - Many merchants write a pledge to purchase
goods as well as the date of payment of the value of the goods. On the date written in these, the
seller asks for money from the buyer and the buyer pays. Hundi - Merchants often give bill in
writing along with purchasing goods; payment is made on the date written in the bill. Unpaid
expenses - Some expenses have to be paid long after due. Examples - Sales tax, income tax,
electricity bill amount etc. Papiers also concern about other sources of finances like - In the case
of more companies, one company can get loan from another company under its operators.
Company can also obtain loans through brokers. Business loans can be obtained from abroad.
Loans can also be obtained from banks under the deposit certificate scheme.
Intellectual Property

Papier decided to patent its business idea to protect it from copying by other firm and take all
leverage from the company. Company has invested around £95,000 to copyright its product and
patent its idea; renewable after completion of 25 years. Every time when company innovate
something; it will take copy write permission for its product, to enjoy prevention from
duplication of its product and company name (Davila, Epstein & Shelton, 2012).

REFERENCES
Books
Burns, P. (2016) Entrepreneurship & Small Business, 4th Edn. London, Palgrave.
Blundel, R & Lockett, N. (2011), Exploring Entrepreneurship – Practices & Perspectives, Oxford, Oxford
University Press.
Cottrell S (2015) Skills for success, personal development and employability 3rd edition, Palgrave
Macmillian,Basingstoke. Cagan, J., Vogelm, C. (2012) Creating Breakthrough Products Revealing the
Secrets that Drive Global Innovation, 2nd Edition, Pearson Publishing
Davila, T., Epstein, M., Shelton, R. (2012), Making Innovation Work: How to Manage It, Measure It, and
Profit from It, Updated Edition, Pearson Publishing