Business Plan: CORTEX Digital Media Agency for Gulf Region Market

This document presents a comprehensive business plan for CORTEX, a digital media agency aiming to establish a strong presence in the Gulf region. The plan outlines the agency's business overview, objectives, strategic model, and core values, emphasizing innovation and excellence. It details the products and services offered, including augmented reality solutions and a range of digital marketing services such as personalization, email management, graphic design, and campaign implementation. The marketing plan includes a SWOT analysis, market positioning, marketing mix (STP approach), and sales targets. Financial projections cover cost and revenue models, break-even analysis, and a three-year financial forecast. The operational model describes the industrial structure, workflow, and resource acquisition strategies. The plan also highlights CORTEX's four strategic pillars: People, Innovation, Excellence, and Growth, along with its business strategy to expand client relationships, capitalize on core markets, pursue acquisitions, and strengthen human capital. This detailed plan provides a roadmap for CORTEX to achieve its goals in the competitive digital media landscape of the Gulf region.

Business Plan: ‘Digital Media Agency’

TABLE OF CONTENTS
INTRODUCTION & BACKGROUND..........................................................................................1
Business Overview......................................................................................................................1
Business objectives:.....................................................................................................................1
2.1.1 STRATEGIC MODEL...........................................................................................................2
2.1.1.1 Vision and mission..........................................................................................................2
Products & Services.....................................................................................................................2
2.1.1.2 Strategic plan...................................................................................................................2
Core Values.............................................................................................................................3
CORTEX Strategy four pillars................................................................................................3
CORTEX Business Strategy....................................................................................................5
2.1.2 MARKETING PLAN.............................................................................................................6
2.1.2.1 Marketing analysis by SWOT.........................................................................................6
2.1.2.2 Market positioning...........................................................................................................8
2.1.2.3 Marketing mix.................................................................................................................8
STP approach...............................................................................................................................9
2.1.2.4 Sales targets and KPI’s....................................................................................................9
2.1.3 FINANCIAL PROJECTION..................................................................................................9
2.1.3.1 Cost model.......................................................................................................................9
2.1.3.2 Revenue model..............................................................................................................10
2.1.3.3 Break-even analysis.......................................................................................................11
2.1.3.4 Financial projection for next 3 years.............................................................................11
2.1.4 OPERATIONAL MODEL...................................................................................................14
2.1.4.1 Industrial structure.........................................................................................................14
2.1.4.2 Industrial workflow.......................................................................................................15
2.1.4.3 Resource Acquisition strategy.......................................................................................17
CONCLUSION..............................................................................................................................19

INTRODUCTION & BACKGROUND
In order to bring the reformative changes in the lifestyle and manner of operating
activities there must be planning, strategy formulation and creation of activities which will be
helpful in governing the operational tasks most appropriately. In the recent times, business unit
and government authorities lay high level of emphasis on giving advertisement which in turn
grabs the attention of target audience. Hence, business referring market trend business entity of
Cortex has taken decision in relation to starting business in gulf countries. In this, CORTEX
digital media agency has planned for starting the business with reference to develop a nationwide
or regional campaign for industrial and governmental agencies in the gulf region. They have
been initiating the projected plan to serve the better services with collaborating gulf cooperation
council (GCC). Therefore, it has been planned by researchers that they will implicate,
Augmented reality technology in creating a bridge between dream and reality. Thus, people will
have received exactly the same results as they prefer from the companies. In addition to this, this
report will have influences of all elements such as strategic planning, operational, financial as
well as marketing plan.
Business Overview
CORTEX digital media agency is planning to initiate a nationwide or regional campaign
for large governmental as well as corporation agencies in the Gulf region. Therefore, developing
the business on large level will be challenging as there will be requirement of big amount of
capital. In the recent era, both government and non-governmental units lay high level of
emphasis on promoting their products, services as well as campaigns using digital technologies.
Referring market trend, it has been estimated that, through such digital services the firm will
retain appropriate profitability and bring satisfactory returns to the stockholders. In this, regard,
office will be established at Business Bay of Dubai.
Business objectives:
● To attain leading position in the areas of digital media agencies within 6 months among
Gulf regions.
● To capture the market share of 12 to 15% at the end of 2nd year.
● To increase sales of Cortex by 5% at the 1st quarter.
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2.1.1 STRATEGIC MODEL
2.1.1.1 Vision and mission
Vision: is to be the world’s leading media provider and consulting solutions. We will
inspire our company to develop world-class technology and innovative solutions for clients; to
employ the best and brightest people, and to deliver a strong financial performance.
Mission: is to deliver timely, affordable and top-notch digital media services for our
clients which will be helpful in uplifting the operational level as well as brand value of our client.
Products & Services
CORTEX has been aimed at facilitating the best Augmented reality services to improve
experience of government entities and large corporations working in gulf regions. It will
approach towards increasing satisfaction of target market by analyzing their requirements and
presenting the exact same results as they have desired. Along with this, augmented reality
technology will be helpful in the creation of 3D images and thereby advertisement plans or
campaign. With the help of such campaigns government entities and large sized business unit
would become able to attract their customers to a great extent. Moreover, this technical reform
will help in improving the lifestyle and reduces the chances of any risk. There have been
influences of various services which were being offered by Digital Media Agency such as:
● Personalization and targeting
● Email list management
● Graphic designing
● Designing the campaign
● Implementing campaign
● Tracking campaign
● Post campaign analysis
● Website Analytics
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● SEO
2.1.1.2 Strategic plan
Our strategic growth roadmap charts a course to a bold, ambitious target. Built on our Purpose
and core values as it’s one thing to imagine a better world. CORTEX is built to deliver it.
Core Values
Our core values define who we are, how we act and what we aspire to:
Collaborate
We build diverse teams that connect expertise to create innovative solutions.
Inspire
We develop and celebrate our people, and elevate the communities we touch.
Anticipate
We understand the complexity of our clients’ challenges and help them see further.
Deliver
We grow our business through operational excellence and flawless execution.
Dream
We transcend the industry by reimagining what is possible – and realizing it.
Our strategic plan provides a laser-like focus to ensure that CORTEX flawlessly executes a
business strategy that:
− Turns the industry’s ever-growing need to attract and retain the most-
talented and dedicated staff into an opportunity that differentiates CORTEX
from its competitors
− Drives the innovation required to effectively distinguish CORTEX as the
leader in our industry
− Delivers excellence and continuous improvement, as we proud to say that
we provide our clients with the highest quality services
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CORTEX Strategy four pillars
The plan’s initial targets reflect CORTEX commitment to executing a strategy that will enable
the company to grow and prosper
— This strategy built on four pillars:
People Our future success starts with our people. Professional development, succession
planning, diversity and inclusion, and employee engagement are the critical success factors
required to achieve our vision. Through our people, we will leverage a more diverse, global
leadership team to work across the company. To reinforce the strength of our leadership team,
we will advance a culture of professional and leadership development that promotes and values
continuous learning.
Innovation Everyone at the company must be prepared to successfully meet the rapid changes
occurring in our industry. Innovation will be at the core of how we do our work, where we do
our work, and what types of work we will perform. We must also look to develop new services
that will better enable our clients to achieve their goals. And we will continue to strive to deliver
new technologies in order to solve the complex problems facing the media world now and in the
future.
Excellence Our company aims to deliver excellence which will differentiate the services that we
offer to our clients. As we move forward with our future vision, excellence will assume even
greater importance in order for the company to meet the evolving — and increasingly demanding
and complex — needs of our clients, which will intensify the competition for key projects around
the world. Our future success depends on our ability to be recognized as an indispensable partner
that provides true service excellence.
Growth We will leverage CORTEX’s diversified business model to pursue and nurture a healthy
balance of profitable organic and acquisitive growth. We will gain our global expertise through
our relation, employees and attract new merger and acquisition partners that complement
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company service offerings and global footprint. This strategy will benefit our clients and staff as
our expertise grows and new opportunities become available for our employees.
Through these strategy pillars, CORTEX will achieve an advantageous position to effectively
and efficiently navigate the rapidly changing markets during the next decade. By creating value
for our clients, employees, stakeholders, and the communities in which they live and work.
CORTEX Business Strategy
CORTEX business strategy focuses on leveraging the company competitive strengths and
leadership positions in the core markets while opportunistically entering new markets and
geographies. Key elements of our strategy include:
Expand our long-standing client relationships and provide our clients with a broad range of
services
We are planning to build long-standing relationships with a number of large corporations, public
and private institutions, and governmental agencies worldwide. We will continue to focus on
client satisfaction along with opportunities to sell a greater range of services to clients and
deliver full-service solutions for their needs.
By integrating and providing a broad range of services, we believe we deliver maximum value to
our clients at competitive costs. Also, by coordinating and consolidating our knowledge base, we
believe we have the ability to export our leading edge technical skills to any region in the world
in which our clients may need them.
Capitalize on opportunities in our core markets
We intend to position CORTEX as a leading company in the market which will enable us to
continue to expand in the market offering our services. We believe that the need for digital media
companies to provide support services to different companies and authorities will result in
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continued opportunities in our core markets. Thru our market research, we believe we will in a
position to compete for projects in these markets.
Continue to pursue our acquisition strategy
We are planning to attract other successful companies whose growth can be enhanced by joining
us. This approach will serve us well as it will help in strengthen and diversify our leadership
positions geographically, technically and across end markets. We believe that the trend towards
consolidation in our industry will continue to produce candidates that align with our acquisition
strategy.
Strengthen and support human capital
Hiring experienced employees and experienced management team are our most valuable
resources. Attracting and retaining key personnel will be critical to our success. We will continue
to focus on providing our personnel with training and other personal and professional growth
opportunities, performance-based incentives, opportunities for stock ownership and other
competitive benefits in order to strengthen and support our human capital base. We believe that
our employee stock ownership and other programs align the interests of our personnel with those
of our clients and stockholders.
2.1.2 MARKETING PLAN
In respect with promoting the business operations for CORTEX where, the professionals
will require the adequate planning and operational strategies which will help them in leading the
market with favorable analysis. Thus, in analyzing the consumer requirements, preferences, need
and desires there will be need of making fruitful market survey. It will bring the accurate
information and the basis of which firm will design the products. Moreover, before analyzing the
market scenario there will be requirement of addressing the internal efficiency of the business
with consideration of various approaches such as:
2.1.2.1 Marketing analysis by SWOT
This is the techniques which have been used by the researchers in terms of analyzing the
internal strength of the business to meet the current market requirement as well as for effective
decision making. Company has been planned to initiate the operation through implicating
Augmented Reality technology which in respect with analyses the desires and preferences of
consumer and creates image which is similar to their views. Therefore, implicating such
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operations in the Gulf region will be a new experience to the business. Moreover, the internal
strength of CORTEX will be analyzed as:
Strength:
CORTEX has been operating various services such as Network as a service, Document
workflow and various AP & AR processes which is being unique and effective to the market.
The feature in AP & AR process enables users consuming less time and funds. As per the
number of services which were being offered by the organization which has have presented them
the adequate gains such as personalization and training, email list management, graphic
designing, tracking campaign etc. Therefore, on the basis of such effectiveness there will be
higher revenue generation which in turn positively affects the financial strength of the business
as well as uplift the market share in the market.
Weakness:
CORTEX has less operational influences in the market as well as have no collaboration
with any successful brand which determines less popularity of this brand. Also, firm is being
engaged in serving in a specific segmentation. It has been estimated that, the dependency of
people on brands will result in increasing the laziness and addiction towards this ease will solver
the growth of nation as well as affect health of people. There might be challenges to the
organization such as language barriers, cultural changes as well as responses from the society.
Opportunities:
The raise in technology at in the field of marketing, gaming, art, fashion and education
which creates a bridge between reality and animations. Moreover, everyone is engaged with the
mobile devices and technical gadgets on which they entertain, work and use in daily life
operations. In accordance with analyzing benefits of this technical system which have been
helpful with respect to meet the challenges as well as mitigate the obstacles in daily operational
life.
Augmented technology will be more reliable in respect with having the adequate image
of a thing which have been desired by an individual. This technique converts a person’s
perception in components from real world observation. CORTEX will be more beneficial with
respect to have adequate operational gains and management by means of serving the best quality
services among society. This, technology will be helpful in military, medical, science and
various field to improve the lifestyle and defending the risks.
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Threat:
It will threat to the generation Z as slowly the dependency of this technology is
increasing the society. It will affect the health, knowledge as well as ability to perform the duties.
Moreover, in context with this, CORTEX has to make innovative approaches to increase its
operations as well as adding features which will improve health and safety to consumer. Along
with this, as per considering the competitors in the world.
There will be various challenges which has to be faced by organization. Therefore, to
mitigate them they have to be upgraded and bring innovative changes in the services which will
be attractive among the consumers as well as helpful to the society in respect with having
adequate operational ascertainment.
2.1.2.2 Market positioning
Cortex Ltd will position its services among gulf regions on the basis of innovation and
cost effectualness. The brand will be positioned as there have been less influences of Augmented
Reality in the gulf countries. Moreover, this will be a new approach and which will help them in
improving the economic and environmental lifestyle of nation.
Cost leadership and differentiation: There can be various rivalries stated in the market
which will challenge the business by offering the substitute services or offering lower costs in
same operations. Thus, CORTEX has planned to offer services on lower costs which will be
adequate in measuring the cost efficiency of business.
2.1.2.3 Marketing mix
Elements Description
Product Through CORTEX several services will be offered to target market
which in turn includes SEO, digital advertising, website analytics,
influencer, content and social media marketing and campaigns using
Augmented reality.
Price Penetration pricing strategy will be followed at initial level for the
creation of large customer base.
Place Services will be delivered by establishing office at Business Bay, Dubai.
Further, online website will also be created for delivering services.
Promotion Services of CORTEX will be promoted through the means of both
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traditional and non-traditional mode. In other words, CORTEX will
place advertisement on newspaper, social sites for developing awareness
among the customers.
People Skilled and competent people, who have ability to create attractive
webpages, advertisement, will be hired. Further, people also include
customers such as government entities and large corporation of gulf
regions.
Process Standardized process will be followed for ensuring smooth functioning
of operations. CORTEX will offer services to the customers via online
through its website.
Physical evidence Website of CORTEX will be created in an attractive manner. This in
turn helps in grabbing attention of potential customers on long term
basis.
STP approach
Segmentation Market will be segmented on the basis of geographical aspects. As per
this, digital marketing services will be offered to gulf regions in
countries like UAE, Qatar, Kuwait, Bahrain & Saudi Arabia.
Targeting Differentiated targeting strategy will be employed for attracting target
customers. Major target focus will be global organization and
government organization.
Positioning Services pertaining to digital marketing will be positioned on the basis
of uniqueness and cost effectualness.
2.1.2.4 Sales targets and KPI’s
Sales target
● It has been targeting that there will be raise in the sales at 15% at the end of 1st year
Key performance indicators
● Sales: 10% increment at the end of 2nd quarter
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● Profit: 6% increment at the end of 2nd quarter
● Customer base: 30% increment at the end of 3rd quarter
● Market share: 12% increment at the end of 2nd quarter
2.1.3 FINANCIAL PROJECTION
For meeting financial needs and requirements business entity of CORTEX digital media
agency will take resort of two sources namely bank loan and personal savings.
2.1.3.1 Cost model
Start-up funding
Particulars Amount (in AED)
Start-up expenses need to be incurred 35000
Funding requirements for assets 140000
Total 175000
Fixed and variable cost:
Particulars Year 1 (in AED) Year 2 (in AED)
Expenses
Staff salaries 110000 121000
Sales, marketing and other expenses 30000 32000
Depreciation on assets 6000 6000
Rent on leased equipment 2000 2000
Other utility expenditure 2000 2200
Insurance 1000 1000
Office rent 36000 38520
Sum of operating expenditure 187000 202720
2.1.3.2 Revenue model
Sources of revenue Year 1 Year 2 Year 3
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(in AED) (in AED) (in AED)
Personalization and targeting 23000 26000 38000
Email list management 15000 25000 45000
Graphic designing 22000 20000 25000
Designing the campaign 20000 22000 29000
Implementing campaign 25000 20000 36000
Tracking campaign 22000 26000 35000
Post campaign analysis 28000 24000 32000
Website Analytics 25000 40000 50000
SEO 40000 50000 60000
Total 220000 253000 350000
Profit & loss assessment
Particulars Year 1
(in AED)
Year 2
(in AED)
Sales revenue 220000 253000
Expenses
Staff salaries 110000 121000
Sales, marketing and other expenses 30000 32000
Depreciation on assets 6000 6000
Rent on leased equipment 2000 2000
Other utility expenditure 2000 2200
Insurance 1000 1000
Office rent 36000 38520
Sum of operating expenditure 187000 202720
Operating profit 33000 50280
Less: interest on loan 2200 1500
Profit after Interest 30800 48780
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2.1.3.3 Break-even analysis
Particulars Year 1 Year 2
Sales 220000 253000
Variable cost 0 0
Fixed cost 9000 9000
BEP (Fixed cost /
contribution) 0.041 0.036
2.1.3.4 Financial projection for next 3 years
Profit and loss statement forecast for 3 years:
Particulars Year 1 (in
AED)
Year 2 (in
AED)
Year 3 (in
AED)
Sales revenue 220000 253000 350000
Expenses
Staff salaries 110000 121000 132000
Sales, marketing and other
expenses
30000 32000 36000
Depreciation on assets 6000 6000 6000
Rent on leased equipment 2000 2000 2000
Other utility expenditure 2000 2200 2600
Insurance 1000 1000 1000
Office rent 36000 38520 40560
Sum of operating expenditure 187000 202720 220160
Operating profit 33000 50280 129840
Less: interest on loan 2200 1500 2500
Profit after Interest 30800 48780 127340
Estimated cash flow statement:
Cash flow statement
Sources of revenue Year 1 (in Year 2(in Year 3(in
12

AED) AED) AED)
Personalization and targeting 23000 26000 38000
Email list management 15000 25000 45000
Graphic designing 22000 20000 25000
Designing the campaign 20000 22000 29000
Implementing campaign 25000 20000 36000
Tracking campaign 22000 26000 35000
Post campaign analysis 28000 24000 32000
Website Analytics 25000 40000 50000
SEO 40000 50000 60000
Total revenue (cash inflow) 220000 253000 350000
Staff salaries 110000 121000 132000
Sales, marketing and other expenses 30000 32000 36000
Depreciation on assets 6000 6000 6000
Rent on leased equipment 2000 2000 2000
Other utility expenditure 2000 2200 2600
Insurance 1000 1000 1000
Office rent 36000 38520 40560
Sum of operating expenditure (cash
outflow)
187000 202720 220160
Net cash 33000 50280 129840
Invested capital 175000
Opening balance of cash 175000 208000 258280
Closing balance of cash 208000 258280 388120
Forecasted Balance sheet
Balance sheet
Particulars Year 1 (in
AED)
Year 2 (in
AED)
Year 3(in
AED)
Current assets
Cash 208000 258280 388120
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Debtors 4000 5000 6000
Inventories 2000 4000 5000
Total current assets 214000 267280 399120
Non-current assets
Office buildings 12000 15000 18000
Furniture 5000 5000 5600
Machineries 2000 2500 3000
Total Non-current assets 19000 22500 26600
Total assets 233000 289780 425720
Liabilities
Current liabilities
Creditors 19200 3000 24380
Total current liabilities 19200 3000 24380
Non-current liabilities
Net income 30800 48780 127340
Long term debts 8000 58000 62000
Total non-current liabilities 38800 106780 189340
Capital 175000 180000 212000
Total liabilities 233000 289780 425720
2.1.4 OPERATIONAL MODEL
2.1.4.1 Industrial structure
No of employees:11
Departments Key function Department level objectives
Marketing department The major function of
marketing is to gather
necessary information about
trends, needs of end users and
market situation so that
The objective of marketing
department is to raise demand
and enhance profitability of
Cortex company
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strategy can be made up
accordingly.
Procurement department It selects correct supplier and
manage supply chain.
It main objective is to reduce
procurement cost and get
quality raw material in
business
Operation department Its function is to manage
operations, produce quality
products.
Its objective is to products
quality goods as per needs of
market
IT department Its function is to manage
technical issues and resolve
these problems.
Implementation of all high
quality technologies in firm is
main objective of company.
HR department To recruit skilled and
deserving candidates, enhance
retention of employees.,
training, motivation is the
major function of HR
department.
Its objective is to enhance
productivity and profitability
of company to great extent.
Professionals Roles
Communications and Marketing executive -10 Analyzing consumer requirement and
delivering the best services.
Software developer- 5 As peer current market trend, they make
innovation and bring new technology.
Manager -2 They analyses and manage business operations.
Accountant- 2 They will record the transaction and make
appropriate auditing of accounts to manage
financial operations.
Owner- 1 He will make ascertainment of revenue to be
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collected in the operations as well as determine
the costs in each operation.
2.1.4.2 Industrial workflow
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled
Project
Management 7 days Wed 09-01-19 Thu 17-01-19
Auto
Scheduled Project Initiation 2 days Wed 09-01-19 Thu 10-01-19
Auto
Scheduled
Project Plan
documentation 3 days Sun 13-01-19 Tue 15-01-19 2
Auto
Scheduled
Risk
Management 2 days Wed 16-01-19 Thu 17-01-19 3
Auto
Scheduled
Designing of
database
application
7 days Sun 20-01-19 Mon 28-01-19
Auto
Scheduled
Meetings for
database design 2 days Sun 20-01-19 Mon 21-01-19 4
Auto
Scheduled Documentation 3 days Tue 22-01-19 Thu 24-01-19 6
Auto
Scheduled
System
architecture design 2 days Sun 27-01-19 Mon 28-01-19 7
Auto
Scheduled
Application
Development 7 days Tue 29-01-19 Wed 06-02-19
Auto
Scheduled
Programming of
language 4 days Tue 29-01-19 Sun 03-02-19 8
Auto
Scheduled
Implementation
code control
system
3 days Mon 04-02-19 Wed 06-02-19 10,7
Auto
Scheduled
Database
Development 10 days Thu 07-02-19 Wed 20-02-19
Auto
Scheduled Pilot testing 2 days Thu 07-02-19 Sun 10-02-19 11
Auto
Scheduled Data migration 3 days Mon 11-02-19 Wed 13-02-19 13
Auto
Scheduled
Data Quality
Assurance and
Quality Control
3 days Thu 14-02-19 Mon 18-02-19 13,14
Auto
Scheduled
Deployment of
Resources 2 days Tue 19-02-19 Wed 20-02-19 15
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Auto
Scheduled
Maintenance and
Operations 7 days Thu 21-02-19 Sun 03-03-19
Auto
Scheduled
System
Administration 2 days Thu 21-02-19 Sun 24-02-19 16
Auto
Scheduled System Tuning 3 days Mon 25-02-19 Wed 27-02-19 18
Auto
Scheduled
Support from
End user and help
desk
2 days Thu 28-02-19 Sun 03-03-19 18,19
Gantt chart:
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2.1.4.3 Resource Acquisition strategy
Recruitment
Human resource is considered as most essential asset of business unit. Skilled and
talented employees play significant role in growth of business unit. Recruitment will be done
through recruitment agencies. Cortex will make contact with external agencies and will call
eligible candidates in interview session. By this way, entity will be able to recruit deserving
candidates those who can perform well in order to make this business plan successful.
Procurement
Collecting supplier information properly and comparing prices of each supplier will be
best strategy of procurement. This will aid in getting high quality raw material on time and
offering quality services to end users.
Funding
There are several options available for Cortex in order to get funds for this new plan. But
bank loan would be most effective option. By this way long term funding needs will be fulfilled
by the firm and it will not have to share ownership with others.
Operation Workflow
Phases-
The project will have various phases starting from inception to planning, then execution
and lastly closure. The project will come to an end when project is delivered. Moreover, this
project will be start from the 9 January and consist of various major and minor tasks with the
number of days. It has been estimated by the professionals that it will be ends on 3rd March 2019.
Inputs-
The input in the project such as energy, tools and equipment’s for digital media campaign
and finance are required.
Internal Processes-
The internal processes will take into account all processes which will enhance overall
project and departments will provide productive work.
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External Processes-
The external processes will ensure that key stakeholders are provided with deliverables
such as campaigns and make sure that clients may be satisfied.
Outputs-
The outputs will be to provide necessary media agency services using augmented reality
so as to enhance company strength in the market. Along with this, there are various other
services which has been presented by organization such as Personalization and targeting,
Email list management, Graphic designing, Designing the campaign, Implementing
campaign, Tracking campaign, Post campaign analysis, Website Analytics and SEO.
Key Stakeholders-
The key stakeholders of the project are governmental organizations, other business units,
large corporation agencies in the Gulf region etc.
Expected duration-
The project will be completed within 76 days and client will be delivered project. This
will ensure that firm may be able to successfully deliver the project.
Key deliverables-
The key deliverables will be digital solution using augmented reality so that media
services will be provided to clients by CORTEX.
Operational KPI-
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