Ecommerce Startup Plan: Wal-kart Business Plan Analysis Report
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AI Summary
This report presents a comprehensive business plan for an ecommerce startup, specifically focusing on an online grocery store named "Wal-kart." The plan begins with an introduction to the e-commerce landscape, emphasizing the growing trend of online shopping, particularly in Australia. It details the business-to-consumer (B2C) model and identifies the grocery market as a promising sector. The report includes a market analysis, highlighting the expansion of e-commerce in Australia, and provides motivation for the venture, emphasizing the convenience and demand for online grocery shopping. It outlines the product details, including features like a mobile app, same-day delivery, and various customer service options. The report also covers the strengths and weaknesses of the business, along with the mission statement. The target consumer base is defined as all ages and demographics, with a focus on providing quality groceries at competitive prices. Financial feasibility is demonstrated through unit cost analysis and budgeting, including variable and fixed costs over a three-year period, along with profit/loss projections. The competitive landscape is analyzed, identifying key players in the Australian online grocery market. The report concludes by emphasizing the importance of hard work and dedication for the success of the venture.

Assignment on Ecommerce start up
Assignment on Ecommerce start up
Name of the student
Roll number
Date of submission
Assignment on Ecommerce start up
Name of the student
Roll number
Date of submission
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1Assignment on Ecommerce start up
Introduction
The new venture idea to start up is about an ecommerce business plan. E-commerce is an integral
part of modern business world. It is buying or selling of products online through websites. The
information and technology has developed so much that it is giving new dimensions to the
business world. The old traditional method of selling and buying goods or service is totally
modified. The new generation is more advanced and they like to do everything quickly. The time
has become the most precious commodity and the best utilization creates a best outcomes. Half
of the world is shopping online. The developing or underdeveloped countries are seeing a
growing phase of online business. The economy of all these countries is also booming.
The best example of such boosting economy model is Amazon, Paytm, Wal-Mart, Alibaba. They
are helping their countries to establish a strong economy. Business-to-business (B2B), business-
to-consumer (B2C), and business-to-government (B2G) are the basic types of ecommerce
business (De Lange, 2017). The Business-to-business (B2B) means that one big company is
selling goods or services to another business. While B2C means that the business dealing is
between the business and the consumers. And Business to government is business done with the
government. The planned venture is of Business to consumer. We shall be focusing completely
on the people and will sell products for them.
The planned venture is for Ecommerce site for selling grocery items. The market is already
flooded with online sites for grocery items. The grocery items are used in daily life of people,
they need it every day. Thus the demand will be automatically be created everyday. The
marketing in this type of business is very less needed. There are huge amount of market
capitalization available in this business.
The usage of internet has seen a rise since 2010. Almost 70% of the Australian are using
internet , 54% of them are adult (Hsieh et al, 2016). Many store who were not online earlier are
not only selling their product online but also delivering the item to doorstep. This has given a
new dimension to their business. They are earning more profit by expanding the market beyond
boundaries.
Introduction
The new venture idea to start up is about an ecommerce business plan. E-commerce is an integral
part of modern business world. It is buying or selling of products online through websites. The
information and technology has developed so much that it is giving new dimensions to the
business world. The old traditional method of selling and buying goods or service is totally
modified. The new generation is more advanced and they like to do everything quickly. The time
has become the most precious commodity and the best utilization creates a best outcomes. Half
of the world is shopping online. The developing or underdeveloped countries are seeing a
growing phase of online business. The economy of all these countries is also booming.
The best example of such boosting economy model is Amazon, Paytm, Wal-Mart, Alibaba. They
are helping their countries to establish a strong economy. Business-to-business (B2B), business-
to-consumer (B2C), and business-to-government (B2G) are the basic types of ecommerce
business (De Lange, 2017). The Business-to-business (B2B) means that one big company is
selling goods or services to another business. While B2C means that the business dealing is
between the business and the consumers. And Business to government is business done with the
government. The planned venture is of Business to consumer. We shall be focusing completely
on the people and will sell products for them.
The planned venture is for Ecommerce site for selling grocery items. The market is already
flooded with online sites for grocery items. The grocery items are used in daily life of people,
they need it every day. Thus the demand will be automatically be created everyday. The
marketing in this type of business is very less needed. There are huge amount of market
capitalization available in this business.
The usage of internet has seen a rise since 2010. Almost 70% of the Australian are using
internet , 54% of them are adult (Hsieh et al, 2016). Many store who were not online earlier are
not only selling their product online but also delivering the item to doorstep. This has given a
new dimension to their business. They are earning more profit by expanding the market beyond
boundaries.

2Assignment on Ecommerce start up
Expansion of Ecommerce in Australia.
Ecommerce is growing worldwide and, in Australia, it has seen a boom in recent years. In year
2018 the Australians spent a total of $28.6 billion (US$20.3 billion) on online shopping. Online
shopping is giving 95 total sales volumes through online marketing. The end of the year may see
a total growth of 15.1% in revenue. The number of online shoppers has risen to 20.3 millions in
2019 (WebAlive, 2019).
Graph 1. Ecommerce market value in Australia. (statista, 2019)
As of February 2019, 80.8% of people in Australia will be shopping online. The statistics may
rise to one out of every ten products will be purchased from ecommerce stores. The ecommerce
market penetration rate will reach 85.2% (WebAlive, 2019), and people buying online will be
22.0 million by 202 (WebAlive, 2019).
Department and variety stores are the fastest growing ecommerce business in Australia. Online
departmental like grocery, medicine or garment store saw a 29.6% growth in 2018. The growth is
just a beginning of the boom internet era. There is a huge revenue expansion expectation in five
years.
Expansion of Ecommerce in Australia.
Ecommerce is growing worldwide and, in Australia, it has seen a boom in recent years. In year
2018 the Australians spent a total of $28.6 billion (US$20.3 billion) on online shopping. Online
shopping is giving 95 total sales volumes through online marketing. The end of the year may see
a total growth of 15.1% in revenue. The number of online shoppers has risen to 20.3 millions in
2019 (WebAlive, 2019).
Graph 1. Ecommerce market value in Australia. (statista, 2019)
As of February 2019, 80.8% of people in Australia will be shopping online. The statistics may
rise to one out of every ten products will be purchased from ecommerce stores. The ecommerce
market penetration rate will reach 85.2% (WebAlive, 2019), and people buying online will be
22.0 million by 202 (WebAlive, 2019).
Department and variety stores are the fastest growing ecommerce business in Australia. Online
departmental like grocery, medicine or garment store saw a 29.6% growth in 2018. The growth is
just a beginning of the boom internet era. There is a huge revenue expansion expectation in five
years.
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3Assignment on Ecommerce start up
Graph 2. shows year on year growth rate different market segments (Statista, 2019)
The motivation behind this venture:
The data in the above map is clearly showing the importance of departmental store. The
departmental store will be grabbing a 50% of the total market by the end of 2019. We are
expanding in online grocery store. The motive behind this is the need for daily items are on daily
basis. The customers are developing a habit of purchasing everything from online store. There is
very few online market for grocery items (Hammer, 2015). This is an untapped segment and this
is a great time to start something in this segment. The growth may not be very fast in the
beginning due to competition on the price side but the gradual growth in 5 years will be
satisfying. It will take more than five years to become fully established (WebAlive, 2019). The
initial investment will also be very small. This is due to low confidence in this segment of online
business. But we are optimistic to receive more venture capital in coming years.
The pain point that will be addressed is the expansion to maximum audience. The best known
stores that provides great value for items in grocery section is only 10 and they are not apt for the
whole population. The maximum number of Australian population is looking for comfort to shop
from home and this is where we shall be coming in to become one of the prominent online store.
This is a long journey and to become among one of them will be a long process.
Graph 2. shows year on year growth rate different market segments (Statista, 2019)
The motivation behind this venture:
The data in the above map is clearly showing the importance of departmental store. The
departmental store will be grabbing a 50% of the total market by the end of 2019. We are
expanding in online grocery store. The motive behind this is the need for daily items are on daily
basis. The customers are developing a habit of purchasing everything from online store. There is
very few online market for grocery items (Hammer, 2015). This is an untapped segment and this
is a great time to start something in this segment. The growth may not be very fast in the
beginning due to competition on the price side but the gradual growth in 5 years will be
satisfying. It will take more than five years to become fully established (WebAlive, 2019). The
initial investment will also be very small. This is due to low confidence in this segment of online
business. But we are optimistic to receive more venture capital in coming years.
The pain point that will be addressed is the expansion to maximum audience. The best known
stores that provides great value for items in grocery section is only 10 and they are not apt for the
whole population. The maximum number of Australian population is looking for comfort to shop
from home and this is where we shall be coming in to become one of the prominent online store.
This is a long journey and to become among one of them will be a long process.
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4Assignment on Ecommerce start up
The product details
The Name of the E-Commerce business is “Wal-kart” and the website of this business is “Wal-
kart.com”. The business carries online buying and selling of grocery product for every
consumers. It has many different features to fill the necessities and wants of customers. Here are
some of the features of Wal-kart:
Wal-kart App: The consumers can shop the necessities anytime through the help of the
mobile app.
Wal-kart Grocery: A wide variety of fresh groceries will be available online, with same
day delivery.
Return option: There are instances when the customer purchases or select unwanted
items. Here also the customers will get option to make return if the items they purchase is
not wanted within a specific return period.
Wal-kart Pay: This facility offers the consumers to make payment for the purchased
products from their online wallets or virtual wallets.
Discount on pickups: Order online and pick from the stock directly for low prices.
Free One-day shipping: One days shipping will be free on orders of $50 or more.
Feedback session- if in any case the customer is unhappy for any product or the demand
is not fulfilled as per the request. They will be given an option to write grievance and that
will be addressed in 3 days.
These are some of the general outline of the venture of how it will start to perform. The
initial stage is to develop a fully developed ecommerce site. That has all the general features
that makes shopping easy and exiting. Then a light mobile app.
Strengths of Wal-kart:
The strength of Wal-kart will be to develop in three prolonged diversion of low cost,
market leadership and focus. These will help is giving it a direction to reap the gains and
stakeholders will feel more confident about the future of the company (Christensen et al,
2015).
To become more powerful the company will be developing a strong distribution systems
and superior logistics.
The product details
The Name of the E-Commerce business is “Wal-kart” and the website of this business is “Wal-
kart.com”. The business carries online buying and selling of grocery product for every
consumers. It has many different features to fill the necessities and wants of customers. Here are
some of the features of Wal-kart:
Wal-kart App: The consumers can shop the necessities anytime through the help of the
mobile app.
Wal-kart Grocery: A wide variety of fresh groceries will be available online, with same
day delivery.
Return option: There are instances when the customer purchases or select unwanted
items. Here also the customers will get option to make return if the items they purchase is
not wanted within a specific return period.
Wal-kart Pay: This facility offers the consumers to make payment for the purchased
products from their online wallets or virtual wallets.
Discount on pickups: Order online and pick from the stock directly for low prices.
Free One-day shipping: One days shipping will be free on orders of $50 or more.
Feedback session- if in any case the customer is unhappy for any product or the demand
is not fulfilled as per the request. They will be given an option to write grievance and that
will be addressed in 3 days.
These are some of the general outline of the venture of how it will start to perform. The
initial stage is to develop a fully developed ecommerce site. That has all the general features
that makes shopping easy and exiting. Then a light mobile app.
Strengths of Wal-kart:
The strength of Wal-kart will be to develop in three prolonged diversion of low cost,
market leadership and focus. These will help is giving it a direction to reap the gains and
stakeholders will feel more confident about the future of the company (Christensen et al,
2015).
To become more powerful the company will be developing a strong distribution systems
and superior logistics.

5Assignment on Ecommerce start up
The base of the company will be stronger when there are more investors in this firm. A
heavy cash inflow gives opportunities to expand in all dimensions.
Weakness of Wal-kart:
The chance of losing money will be there due to free shipping.
Being an online retailer, the focus on online vending might come in between its growth
plans n developing markets.
Mission statement: “The online store for at your door” By the use of this statement, it is
understandable that a Wal-kart is a comfortable, hassle frees grocery store.
The vision of the company is to expand across the boundaries as market king, and developing
strong roots in other countries as well.
The consumer
The companies will focus on all ages of consumer. The consumer can be old, young, American,
Australian or Hindu it does not matters (Davis, Frolova and Callahan, 2016). My customers will
be those who want the best groceries from the online store at the lowest price. We shall never
compromise on the quality. The price and offers may vary depending upon the available
resources. The consumers will be our asset and we shall be working for them.
The financial feasibility
Unit cost (FC+VC)
Budgeting
$ in 000
Cost Analysis 2019 2020 2021
Total unit Sold 50000 150000 250000
variable cost
Delivery cost 15000 20000 25000
Labor cost 10000 8000 12000
The base of the company will be stronger when there are more investors in this firm. A
heavy cash inflow gives opportunities to expand in all dimensions.
Weakness of Wal-kart:
The chance of losing money will be there due to free shipping.
Being an online retailer, the focus on online vending might come in between its growth
plans n developing markets.
Mission statement: “The online store for at your door” By the use of this statement, it is
understandable that a Wal-kart is a comfortable, hassle frees grocery store.
The vision of the company is to expand across the boundaries as market king, and developing
strong roots in other countries as well.
The consumer
The companies will focus on all ages of consumer. The consumer can be old, young, American,
Australian or Hindu it does not matters (Davis, Frolova and Callahan, 2016). My customers will
be those who want the best groceries from the online store at the lowest price. We shall never
compromise on the quality. The price and offers may vary depending upon the available
resources. The consumers will be our asset and we shall be working for them.
The financial feasibility
Unit cost (FC+VC)
Budgeting
$ in 000
Cost Analysis 2019 2020 2021
Total unit Sold 50000 150000 250000
variable cost
Delivery cost 15000 20000 25000
Labor cost 10000 8000 12000
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6Assignment on Ecommerce start up
Commision 2000 2500 3000
Frieght out 3000 3600 4000
Indirect material 2500 3500 4200
Packaging cost 1500 2200 3200
Inventory 0 5000 6000
cost of goods sold 34000 44800 57400
Total variable cost 34000 44800 57400
Fixed cost
salaries(includes payroll taxes) 8000 8000 8000
Website development cost 2000 0 0
Online marketing cost 1500 1200 1500
Cloud storage fees 1200 1000 1200
accounting and legal 1500 1500 1500
taxes(real estate) 1000 1000 1000
Furniture and fixture 1500 200 200
Advertising 300 200 400
rent paid 2000 2000 2000
Insurance 500 500 500
Utilities 200 200 200
Interest 300 300 300
Depreciation 500 500 500
Total fixed cost 20500 16600 17300
Total Cost (VC+FC) 54500 61400 74700
Total investment 200000 20000 20000
Total cash carried forward 0 60500 44100
Profit/ loss 25000 45000 50000
The financial calculation is done to show the financial feasibility of the project in next 3
years. Wal-kart is a new start up company with an investment of two hundred thousand dollars.
Commision 2000 2500 3000
Frieght out 3000 3600 4000
Indirect material 2500 3500 4200
Packaging cost 1500 2200 3200
Inventory 0 5000 6000
cost of goods sold 34000 44800 57400
Total variable cost 34000 44800 57400
Fixed cost
salaries(includes payroll taxes) 8000 8000 8000
Website development cost 2000 0 0
Online marketing cost 1500 1200 1500
Cloud storage fees 1200 1000 1200
accounting and legal 1500 1500 1500
taxes(real estate) 1000 1000 1000
Furniture and fixture 1500 200 200
Advertising 300 200 400
rent paid 2000 2000 2000
Insurance 500 500 500
Utilities 200 200 200
Interest 300 300 300
Depreciation 500 500 500
Total fixed cost 20500 16600 17300
Total Cost (VC+FC) 54500 61400 74700
Total investment 200000 20000 20000
Total cash carried forward 0 60500 44100
Profit/ loss 25000 45000 50000
The financial calculation is done to show the financial feasibility of the project in next 3
years. Wal-kart is a new start up company with an investment of two hundred thousand dollars.
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7Assignment on Ecommerce start up
The amount is going to be invested by the venture capitalist. They shall be holding 60% of the
company shares, they shall be the largest share holders (Thirathon et al, 2017). The company is
functioning in a small rented office with only 20 staff as of now.
As per the above research the growth for this kind of ecommerce is very bright. It is true
that the company is very small in comparison to other counter parts but the expansion will be
seen in coming years and there is major chance of new investors joining the company soon.
The financial analysis is done to understand the future profit or loss in next three years
operation. This is a hypothetical analysis to understand how well the company will do under the
existing cost scenario.
The variable cost combing all the normal activities comes to 34000, 44800 and 57400
dollars for 2019, 2020, 2021. This is based on the hypothetical sales unit that is created based on
the market research. Due to increased work the variable cost is also rising year on year. This is a
good symbol of the business expansion (Gay, 2019). The fixed cost is the cost that does not
change over years but as it is ecommerce business the cost will vary depending upon the amount
of units sold every year. The first year cost is high in comparison to the other two years. This is
due to the initial start up cost for some of the fixture. The cost 20500, 16600 and 17300
dollars for year 2019, 2020, 2021.This in combination with the variable cost will give positive
cashflow. This will be positive if the hypothetical unit sold, Fixed and variable cost does not
deviate tremendously (Robinson and Thierfelder, 2017). A good cash flow supports the business
for further operations.
Competitors:
Wal-kart have many competitors in the Australian market and the most noted are :
Indo-Asian grocery- it is number one online grocery store in Australia. It has a huge variety fo
products that can be attracting diverse and large audience.
Woolworths- One of the biggest online super market. Its ambience is so attractive that people
prefer buying from here.
Coles Supermarket- A well know online store. It is not only old but most trusted. It was
established in 1914 and now it also operates online. It attracts it loyal customers.
The amount is going to be invested by the venture capitalist. They shall be holding 60% of the
company shares, they shall be the largest share holders (Thirathon et al, 2017). The company is
functioning in a small rented office with only 20 staff as of now.
As per the above research the growth for this kind of ecommerce is very bright. It is true
that the company is very small in comparison to other counter parts but the expansion will be
seen in coming years and there is major chance of new investors joining the company soon.
The financial analysis is done to understand the future profit or loss in next three years
operation. This is a hypothetical analysis to understand how well the company will do under the
existing cost scenario.
The variable cost combing all the normal activities comes to 34000, 44800 and 57400
dollars for 2019, 2020, 2021. This is based on the hypothetical sales unit that is created based on
the market research. Due to increased work the variable cost is also rising year on year. This is a
good symbol of the business expansion (Gay, 2019). The fixed cost is the cost that does not
change over years but as it is ecommerce business the cost will vary depending upon the amount
of units sold every year. The first year cost is high in comparison to the other two years. This is
due to the initial start up cost for some of the fixture. The cost 20500, 16600 and 17300
dollars for year 2019, 2020, 2021.This in combination with the variable cost will give positive
cashflow. This will be positive if the hypothetical unit sold, Fixed and variable cost does not
deviate tremendously (Robinson and Thierfelder, 2017). A good cash flow supports the business
for further operations.
Competitors:
Wal-kart have many competitors in the Australian market and the most noted are :
Indo-Asian grocery- it is number one online grocery store in Australia. It has a huge variety fo
products that can be attracting diverse and large audience.
Woolworths- One of the biggest online super market. Its ambience is so attractive that people
prefer buying from here.
Coles Supermarket- A well know online store. It is not only old but most trusted. It was
established in 1914 and now it also operates online. It attracts it loyal customers.

8Assignment on Ecommerce start up
Metcash- It is an Australian company selling groceries, liquor, hardware and many more items.
It is also the largest supplier of liquor across Australia.
And there are also some small scale online store that will give a tough competition to our online
grocery store.
Conclusion
A hardworking enterprise never falls. That will be our mission to not just make shopping easy
for the consumer but also to make it value for money shopping store in Australia. The
competitive advantage that we shall be having is of providing grocery at a very competitive
price, the number of offers will be much higher than any other existing stores. The support of the
investor will always provide the company strength to stretch more beyond boundaries.
Metcash- It is an Australian company selling groceries, liquor, hardware and many more items.
It is also the largest supplier of liquor across Australia.
And there are also some small scale online store that will give a tough competition to our online
grocery store.
Conclusion
A hardworking enterprise never falls. That will be our mission to not just make shopping easy
for the consumer but also to make it value for money shopping store in Australia. The
competitive advantage that we shall be having is of providing grocery at a very competitive
price, the number of offers will be much higher than any other existing stores. The support of the
investor will always provide the company strength to stretch more beyond boundaries.
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9Assignment on Ecommerce start up
References:
WebAlive (2019). Australia's Ecommerce in 2019: Essential Data and Statistics | WebAlive.
[online] WebAlive. Available at: https://www.webalive.com.au/ecommerce-statistics-australia/
[Accessed 18 Aug. 2019].
De Lange, D.E., 2017. Start-up sustainability: An insurmountable cost or a life-giving
investment?. Journal of cleaner production, 156, pp.838-854.
Hsieh, C.T., Huang, H.C. and Lee, W.L., 2016. Using transaction cost economics to explain open
innovation in start-ups. Management Decision, 54(9), pp.2133-2156.
Hammer, M., 2015. What is business process management?. In Handbook on business process
management 1 (pp. 3-16). Springer, Berlin, Heidelberg.
Christensen, C.M., Raynor, M.E. and McDonald, R., 2015. What is disruptive
innovation. Harvard Business Review, 93(12), pp.44-53.
Davis, P.J., Frolova, Y. and Callahan, W., 2016. Workplace diversity management in Australia:
what do managers think and what are organisations doing?. Equality, Diversity and Inclusion: An
International Journal, 35(2), pp.81-98.
Thirathon, U., Wieder, B., Matolcsy, Z. and Ossimitz, M.L., 2017. Big Data, Analytic Culture
and Analytic-Based Decision Making Evidence from Australia. Procedia computer science, 121,
pp.775-783.
Gay, A., 2019. Reframing the Relationship Between Profit and Sustainability in Corporate
Australia: A Look at the Current Approach and Emerging Solutions. In Clean, Green and
Responsible? (pp. 29-46). Springer, Cham.
Robinson, S. and Thierfelder, K., 2017. Taxes, Prices, and the Exchange Rate in the Destination-
Based Cash-Flow Tax (DBCFT) System.
References:
WebAlive (2019). Australia's Ecommerce in 2019: Essential Data and Statistics | WebAlive.
[online] WebAlive. Available at: https://www.webalive.com.au/ecommerce-statistics-australia/
[Accessed 18 Aug. 2019].
De Lange, D.E., 2017. Start-up sustainability: An insurmountable cost or a life-giving
investment?. Journal of cleaner production, 156, pp.838-854.
Hsieh, C.T., Huang, H.C. and Lee, W.L., 2016. Using transaction cost economics to explain open
innovation in start-ups. Management Decision, 54(9), pp.2133-2156.
Hammer, M., 2015. What is business process management?. In Handbook on business process
management 1 (pp. 3-16). Springer, Berlin, Heidelberg.
Christensen, C.M., Raynor, M.E. and McDonald, R., 2015. What is disruptive
innovation. Harvard Business Review, 93(12), pp.44-53.
Davis, P.J., Frolova, Y. and Callahan, W., 2016. Workplace diversity management in Australia:
what do managers think and what are organisations doing?. Equality, Diversity and Inclusion: An
International Journal, 35(2), pp.81-98.
Thirathon, U., Wieder, B., Matolcsy, Z. and Ossimitz, M.L., 2017. Big Data, Analytic Culture
and Analytic-Based Decision Making Evidence from Australia. Procedia computer science, 121,
pp.775-783.
Gay, A., 2019. Reframing the Relationship Between Profit and Sustainability in Corporate
Australia: A Look at the Current Approach and Emerging Solutions. In Clean, Green and
Responsible? (pp. 29-46). Springer, Cham.
Robinson, S. and Thierfelder, K., 2017. Taxes, Prices, and the Exchange Rate in the Destination-
Based Cash-Flow Tax (DBCFT) System.
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