Business Plan for Orient Decorators: An Entrepreneurial Venture

This report presents a detailed business plan for Orient Decorators, a home décor company in Canberra, Australia. It utilizes a business model canvas to outline key aspects such as customer segments, value propositions, channels, and revenue streams. The report also delves into the company's planning, including marketing strategies, operations, technology, human resources, and financial considerations. Key partners, activities, and resources are identified, along with the startup team composition. The marketing plan includes strategies like print media advertising, search engine optimization, and local marketing. The operations section highlights the use of augmented reality and artificial intelligence. Overall, the report provides a comprehensive overview of Orient Decorators' business model and strategic plans.

Business Planning

1
Table of Contents
Executive Summary.........................................................................................................................2
1.0 Introduction................................................................................................................................3
2.0 Business Model Canvas.............................................................................................................3
2.1 Key Partners...........................................................................................................................5
2.2 Key Activities........................................................................................................................6
2.3 Value Propositions.................................................................................................................6
2.4 Customer Relationships.........................................................................................................6
2.5 Customer Segments...............................................................................................................6
2.6 Key Resources.......................................................................................................................7
2.7 Channels................................................................................................................................7
2.8 Cost Structure........................................................................................................................7
2.9 Revenue Streams...................................................................................................................7
Startup Team Composition..........................................................................................................7
3.0 Planning.....................................................................................................................................8
3.1 Marketing...............................................................................................................................8
3.2 Operations and Technology...................................................................................................9
3.3 Human Resources................................................................................................................10
3.4 Finance.................................................................................................................................10
Reference List................................................................................................................................13

2
Executive Summary
This report aims to present a viable business model for Orient Decorators. Orient Decorators is
an exclusively profit-based home décor company in Canberra, Australia that is relatively new
and emerging. A business model canvas will be used to denote certain key aspects of Orient
Decorators’ business plans such as its customer segments, propositions of the company, its
distribution channels, revenue models, its key partners, key activities, the team composition, the
milestones which have been fulfilled till now and so on. This business model canvas will help in
representing the firm’s underlying core strategies for perusing superior profitability and a better
understanding of its competencies. Visualizing the business model like a road map helps to
establish correlation between the operational activities of the company and the business impact
The report also aims to elaborate upon Orient Decorators’ present plans regarding further
planning, market strategies, operations and technology, human resources employed and its
finance.

3
1.0 Introduction
The home décor business has been gaining importance and relevance across developed as well as
developing markets across the world (Horng et al, 2016). With the increasing urbanizations and
globalization trends, more and more people are becoming inclined towards creating a home that
they have envisioned since as long as they can remember. Globalization is further aiding these
people and enabling them to get access to a wide variety of decorative items, designs and
innovative ideas (Herrera, 2016). Hence, home décor industry is witnessing a strong growth
which has been catalyzed by increasing levels of disposable incomes and trends of urbanization.
Orient Decorators is one such company that aims to fulfill its customers’ wishes and present to
them a home which they have always dreamed of having. The main agenda of Orient is to
convert real estate dreams into a reality. The vision of the company is to become a one-stop-shop
for its customers such that they don’t have to look any further for home décor services. Its
business objectives involve offering interior design and planning on a self-serve platform that
gives its users complete control over what they want and how they wish to execute their design
requirements, offering complete genuine and authentic vendor-related information to its users to
allow them to make informed decisions, offering end-to-end consultation services right from the
purchase of materials to the establishment of the systems and providing users with top notch
professional help and expertise in planning their home décor in the most cost-effective and
aesthetically pleasing manner.
2.0 Business Model Canvas
Provided below is a brief overview of Orient Decorators’ business model through a business
model canvas to demonstrate a clear understanding of the company’s operational details.
Key Partners
 Interior
Design
Univers
Key Activities
 Interior
design
managemen
Value
Proposition
 Space
planning
Customer
Relationships
 Customers
buy
Customer
Segments
 Women
in the

4
ity of
Canberr
a
 Sponsor
s
 Supplier
s
 Web
page
manage
rs
 Franchi
se
manage
rs
 Designe
rs
t
 Shopping
for
furniture,
fabric and
related
materials
 Business
promotion
 Renewing
catalogues
and
colthe
planning
 Lighting
and
Artwork
for home
and
offices
 Presentin
g
updated
catalogue
s with
new
products
and
services
 Providin
g
materials
and
décor
pieces at
economi
cal
process
 Fulfilling
specific
wished
dependin
products
and
services
from the
catalogues
 Clients
shall
always be
included
within the
process of
decoration
 Participati
on and
promotion
by
customers
age
groups
of 23-60
 Newlyw
ed
couples
 Medium
and high
income
social
classes
 Working
people
in the
age
groups
of 25-55
Key Resources
 Manufactur
ing
company
 Key clients
and
partners
 Fabric and
Furniture
 Office
telephone
and e-mail
 Transportati
on services
Channels
 Online
channels
such as
Facebook,
Instagram,
promotion
s on
pages,etc)
 Signed
contracts
from
Companie
s

5
g upon
clients’
likes and
dislikes.
 Physical
channels
such as
the store
in
Canberra
Cost Structure
 Marketing
 Designers and experts
 Cost of labthe and promotions
 Webpage design and maintenance
 Store maintenance
 Transporation
Revenue Streams
 Merchandising
 Production
 Sales
 Sponsorships
 Advertisements
2.1 Key Partners
The most important partners of Orient Decorations include The University of Interior Design,
Canberra from which fresh graduates are recruited by the company. These interior designers
together make up the team of experts who manage all technical and editorial work of the
company. The sponsors such as Haven Home Depot, Circa Home ware and Central City
Manufacturers have helped us in numerous operations and continue to aid the endeavors. The
webpage managers ensure that the website is updated with all new catalogues and information of
new projects. The suppliers include Chinabrands, Tony Accessories, Creativity and Co., Giftcraft
and Aussiemart.
2.2 Key Activities
The key activities of Orient Decorators involves finding appropriate clients to serve,
understanding clients’ approach on how they wish to decorate their space, getting in touch with
the interior designers, preparing detailed plans for business operations, shopping for decoration
materials, furniture, and other relevant products as per clients’ likes and dislikes, undertaking
promotional activities for furthering the horizon of the business and renewing catalogues from
time to time to ensure a wide variety of choices to the customers.

6
2.3 Value Propositions
The main agenda is to fulfill client’s vision of their house as per their likes, dislikes and
specifications. We specialize at space planning and colthe planning according to the furniture
and the space available. Space optimization is also taken into due consideration (Caruso et al,
2018). Establishing proper lighting and artwork according to the purpose of the client is also very
important (Horng et al, 2016). Orient Decorators present clients with well designed catalogues to
choose from and provides materials at most affordable rates such that clients can trust the
company’s direction blindly and ensure maximum cost effectiveness.
2.4 Customer Relationships
Customer relationship establishment and management is essential for any business (Nyadzayo and
Khajehzadeh, 2016). Customers are Orient Decorators’ prime participant. The main goal is to
include their wishes and their vision into the designs that are presented by the company, ensuring
that they do not feel left out and presenting them with various alternatives to choose from in
terms of furniture, fabrics and designs. Customers also form Orient Decorators’ top promoters.
2.5 Customer Segments
A considerable share of the clients will come from medium to high income social groups who
can afford the luxury of designing their homes as per their wishes. Working and non-working
women between the age groups of 23 to 60 who are either too busy to decorate their spaces
themselves or are simply looking for a more professional approach also form a large section of
the customer segments. Newly wedded couples who have recently started cohabitating together
and have invested in real estate for their future are also common clients. Working people within
the age groups of 25 to 60 also form a major section of the clients.
2.6 Key Resources
The most essential resources for facilitating Orient Decorators’ business operations are the
partners, manufacturing companies that provide materials for design and decoration, transport
services, the webpage software and in-house office communication channels, portfolios and
samples, furniture and fabric providers, etc.

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2.7 Channels
The channels through which Orient Decorators carries out its business operations include paid
promotions on online web platforms such as social media networks( Facebook, Intstagram, etc)
The stand alone store-cum-office in Canberra, Australia is also a viable channel. Apart from that,
the company also receives professional contracts from companies which help to extend its
approach and activities. Social media platforms is being increasingly used by the organizations
all over the world (Ashley and Tuten, 2015).
2.8 Cost Structure
The main expenditure of the company comes from the marketing operations, providing salaries
to the employed interior designers and experts, cost of labthe and promotion of the company,
investments made in webpage design and maintenance, maintenance of the store in Canberra and
covering transportation costs. Apart from these, some other expenditure can be accounted to the
cost of furniture, fixtures, décor pieces, lighting tools and artwork.
2.9 Revenue Streams
Merchandising activities include improving upon the display techniques, providing free samples,
special offers, affordable contracts, attractive deals, proper presentation in retail services and so
on. Advertising and promotion of the company is also necessary for advancing its sales and
profits. Other revenue streams include the company’s production and sales that it acquires
through engagements with clients and the sponsorships that the company receives from its
trusted sponsors.
Startup Team Composition
The Orient Decorators’ Team consists of experienced professionals who have excelled in their
respective fields and are well qualified to advance business operations in the home décor
industry. The team consists of a managing director, a sales clerk and office clerks, technical staff,
interior designers and experts, investors and sponsors, bank officials, accountant,
communications head and a draftsperson.
3.0 Planning
The main focus of Orient Decorators is to help customers and clients to design and decorate their
own spaces with expert help that we provide. By eliminating retailers, clients can avail maximum

8
value of their purchases and ensure cost effectiveness in their planning. Though the Orient
Portal, they get access to the right set of people for managing their interior design in a manner
that shall not disturb their busy schedules. The business philosophy and planning model depends
upon certain important success strategies.
 Providing professional interior designers and decorators at cost-effective prices and deals.
 Building trusting relationships with vendors and contractors to allow maximum
efficiency and understanding between working partners (Refsnes, 2018).
 Partnering with experienced and skilled contractors to increase customer satisfaction.
 Ensuring that products and services are delivered to customers through trustworthy
transportation services according to clients’ time frame and budget (Morgan et al, 2019).
 Clearing all queries and vendor-related doubts instantly through a well designed customer
care team that is available from 9:00 am to 9:00 pm on a daily basis.
 As a third party organization, providing top notch consultancy services in whichever field
clients require.
3.1 Marketing
One of the most important marketing plans of Orient Decorators is to spread awareness
about the company and increase its visibility in the marketplace. We aim to do so with
several advertising strategies.
 Magazines, Newspapers and Newsletters – Advertising through print media
would help us to reach the target audience directly (Trischler et al, 2018). We
intend to place ads regarding the services in newsletters and papers as well. By
collecting the e-mail addresses of the past customers during data collection for
maintaining inventory, we wish to use e-magazines to extend the advertisement
operations.
 Search Engine Optimization Techniques – Orient Decorators has produced a well
designed webpage which remains updated with catalogues and special offers at all
times. By using SEO tactics, we can considerable increase the traffic to the online

9
portal. This would help in widening the client base and increase the profits
greatly.
 Local Marketing – Since Orient Decorators has a standalone store and office in
Canberra, Australia which requires investments for its maintenance as well,
banners and hoardings in and around the area can help to increase local area
marketing of its services. They would help in increasing awareness about the
services and enhance visibility also(Church and Truitt, 2017).
3.2 Operations and Technology
 Augmented Reality (AR) – With the help of Augmented Reality, it is possible to
demonstrate furniture and space mechanization in a three-dimensional vision, produce
mock homes to enable customers to envisage their space before making final decisions
and helping them to obtain a reality based view of design ideas (Billinghurst et al, 2015).
 Artificial Intelligence (AI) – Before the advent of technological revolution, customers
were compelled to visit real time markets but slowly they are shifting towards online
alternatives where can enjoy a virtual experience of buying materials in the comfort of
their homes (Russell and Norvig, 2016). This eliminates communication barriers between
retailers and customers also.
 Digital Banking – Orient Decorators aims to make its business operations completely
cashless by encouraging digital banking technology. The company will provide safe and
secure payment mechanisms through bank transfers, cheques, debit and credit cards also.
 Social Media Presence - New and innovative technological implements can be used by
the company to ensure that the business remains running successfully. Eventually, Orient
Decorators will strive to become a completely technologically savvy organization. We
would like to utilize social media platforms such as Facebook and Instagram as well as
improve the own online website to increase the company’s visibility among mainstream
crowds and allow customers to leave their genuine feedback. By developing detailed
targeted questionnaires, the company can gain better insights into how they may improve
upon their operations and create an open environment for reception of suggestions and
recommendations (Cremades, 2016).

10
3.3 Human Resources
The human resources help in gaining a competitive edge in the target market by enabling the
company to reach the target objectives within the stipulated time (Noe et al, 2017). The key
sectors of human resources within Orient Decorators include Procurement, Services, Design,
Production and Sales and Distribution. The total number of employees in Orient Decoration
corresponds to about 70. Orient Decorators have a very talented team of six design consultants
and interior designers who have graduated with AQF 5 (Diploma) in Interior Decoration,
Furniture Design and Digital Media. They have gathered extensive experience in the interior
design industry. Apart from these, the employees include sales associates, warehouse associates,
sales consultant, purchasing manager, technical architect, production manager, sales and
marketing manager, assemblers, carpenters, machine operators, cabinet makers, painters,
production engineers.
3.4 Finance
 Owner Experience – Owing to the company’s extensive backgrounds and detailed
knowledge about the market, a shorter learning curve will be brought about by the
company.
 Managed Costs – Management should have a clear understanding of when and how they
should spend their resources and how to manage costs according to future needs.
Statistics
 A total growth rate of 52% for the year 2017 and 22% for the year 2018.
 An Average sales per month- $10,000 in the first year and $12,000 in the second
year
 Continues to fund the growth of the company by investing from the generated
revenues
 Marketing and advertising has been maintained for both the years at
approximately 9% and 12% of total revenue.
 Transportation costs were increased by 16% in 2018 owing to the present state of
airline and hotel industrial inflation.
START UP COSTS

11
START-UP COSTS
Orient Decorators May 22, 2019
COST ITEMS MONTHS COST/ MONTH ONE-TIME
COST TOTAL COST
Advertising/Marketing 12 $3,000 $300 $36,300
Employee Salaries 12 $20,000 $4,000 $244,000
Employee Payroll Taxes and Benefits 12 $1,000 $200 $12,200
Rent/Lease Payments/Utilities 12 $2,000 $300 $24,300
Postage/Shipping 12 $4,000 $400 $48,400
ESTIMATED START-UP BUDGET 365200
PROFIT AND LOSS
START-UP
COSTS
Orient
Decorators
REVENUE JAN FEB MA
R APR MAY JUN JUL AUG SEP OCT NOV DEC YTD
Estimated
Product Sales
$10,
000
$12,
000
$9,5
00
$11,0
00
$10,0
00
$11,
050
$13,
000
$14,
000
$14,
500
$15,
000
$14,
000
$15,
550
$149,
600
Less Sales
Returns &
Discounts
$500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $6,00
0
Service
Revenue
$15,
000
$14,
000
$15,
550
$16,0
00
$16,7
50
$14,
000
$15,
770
$16,
000
$14,
000
$18,
000
$17,
500
$18,
000
$190,
570
Other Revenue $5,0
00
$5,0
00
$5,0
00
$5,00
0
$5,00
0
$5,0
00
$5,0
00
$5,0
00
$5,0
00
$5,0
00
$5,0
00
$5,0
00
$60,0
00
Net Sales $30,
500
$31,
500
$30,
550
$32,5
00
$32,2
50
$30,
550
$34,
270
$35,
500
$34,
000
$38,
500
$37,
000
$39,
050
$406,
170
Cost of Goods
Sold
$4,0
00
$4,8
00
$3,8
00
$4,4
00
$4,0
00
$4,4
20
$5,2
00
$5,6
00
$5,8
00
$6,0
00
$5,6
00
$6,2
20
$59,8
40
Gross Profit $26,
500
$26,
700
$26,
750
$28,
100
$28,
250
$26,
130
$29,
070
$29,
900
$28,
200
$32,
500
$31,
400
$32,
830
$346,
330
EXPENSES JAN FEB MA
R APR MAY JUN JUL AUG SEP OCT NOV DEC YTD
Salaries &
Wages
$10,
000
$10,
000
$10,
000
$10,0
00
$10,0
00
$10,
000
$10,
000
$10,
000
$10,
000
$10,
000
$10,
000
$10,
000
$120,
000
Marketing/
Advertising
$1,0
00
$2,0
00
$1,5
00
$1,30
0
$2,00
0
$1,0
00
$2,0
00
$1,5
00
$1,0
00
$2,5
00
$1,5
00
$1,7
00
$19,0
00
Sales
Commissions $200 $175 $300 $280 $250 $300 $315 $400 $415 $490 $550 $500 $4,17
5
Rent $2,0
00
$2,0
00
$2,0
00
$20,0
00
$20,0
00
$2,0
00
$2,0
00
$2,0
00
$2,0
00
$2,0
00
$2,0
00
$2,0
00
$60,0
00
Other 1 $1,5
00
$1,5
00
$1,5
00
$1,50
0
$1,50
0
$1,5
00
$1,5
00
$1,5
00
$1,5
00
$1,5
00
$1,5
00
$1,5
00
$18,0
00
Total $14, $15, $15, $33, $33, $14, $15, $15, $14, $16, $15, $15, $221,

12
Expenses 700 675 300 080 750 800 815 400 915 490 550 700 175
Income Before
Taxes
$11,
800
$10,
825
$11,
200
($6,5
80)
($7,2
50)
$11,
700
$10,
685
$11,
100
$11,
585
$10,
010
$10,
950
$10,
800
$96,8
25
Income Tax
Expense
$1,7
70
$1,6
24
$1,6
80
($98
7)
($1,0
88)
$1,7
55
$1,6
03
$1,6
65
$1,7
38
$1,5
02
$1,6
43
$1,6
20
$14,5
24
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13
Caruso, C., Farley, K.M. and Behrens, P.J., PPG Industries Ohio Inc, 2018. Home Décor Color
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