Gabe Garcia

Emily Williams
Piper Rossi
5/1/15
Sellers 3/5

Blue Pelican Waste Management and Septic Care

Executive Summary:
Blue Pelican Waste Management is an up and coming social entrepreneurship
based out of Mumbai with the goal of providing proper sanitation to the lower middle
class of India. With 600 million Indians lacking proper sanitation, there is a massive
market opportunity. Sick children and adults fill India's population even in the upper
middle class to the highest of India's economy. This is because defecating and getting
rid of waste in the streets and fields is still a norm in India. We have developed a
proprietary affordable, eco-friendly, self-assembling, septic system that will address this
huge problem by helping approximately 50% of the market base, the lower middle class.
Our Blue Pelican septic system not only makes more opportunity to use a real
restroom but it is reliable for several years maybe even decades if taken care of
properly. Our product has beneficial qualities such as keeping defecation and human
waste away from the streets and fields, and making a more comfortable and safe
environment for everyone especially women and children.
In order to position our product in the market we will be showing people several
statistics on Indian health and lack of sanitation. Doing this will create an incentive for
people to invest in our product. Discussion topics include that approximately 69% of
Indians lack access to proper sanitation and the resources to obtain it. Our main
advertising strategy will be a public relations based system of outdoor stands manned
by people in our target market.

Market Analysis:
Blue Pelican Septic is in the industry of affordable waste management and sanitation.
There are not very many companies currently in this industry because there is not very
much money to be made through providing something that is typically very expensive
for reduced prices. India is a growing economy, most entrepreneurs are more interested
in progressing into the higher classes rather than worrying about others less fortunate.
However there are still several organizations targeting the same industry as us such as
Slum Dwellers International, and the Grameen Bank. What sets our company apart from
these is our target group. While these two companies are focused on lower class people
who only have an income of about 2 to 4 US dollars a day. We focus on a slightly higher
class of people. They make 4 to 10 US dollars a day. (Shrinivasan, Rukmini. "Most of
Indias middle Class Earns between 1K and 2K." The Economic Times. The Economic
TImes, 2010. Web. 2015.)

The target group of our company will be the lower middle class of India, which
currently consists of about 244 million people. Worldwide, approximately 2.6 billion
people live without a toilet. 600 million of these people live in India, many of whom are
in the lower middle class. The lower middle class are the people who are barely hanging
on the edge between poverty and middle class. It is quite possible to slip back down the
curve into poverty, but equally as possible to climb up into the middle class. To ensure
people are doing the latter, the first steps is to consider better sanitation. As people are
making their way out of poverty something as simple as a slight sickness could push
them back down. A big step these people need to take is to improve their sanitation, and
to do this through investing in a Blue Pelican Septic Tank. Buying an affordable septic
system will improve their safety and health, while not plunging them back into poverty.
The average lower middle class Indian citizen makes approximately 12,000 to 25,000
rupees monthly which will make our septic tank well within their budget, being that it
costs 8,239.40 rupees. Our product is a smart investment for these people and is a very
reasonable cost.

Marketing Strategy:
We will position our product in the market stream in the lower middle class of
Mumbai by advertising through brochures and a stand in an outdoor market place. We
will focus on distributing our brochures in hospitals, doctors waiting rooms, etc. Our
salesmen and Women will be the Indian working class able to connect and empathize
with our target audience and thus be able to sell to these people. The stand itself will be
a tent stamped with our logo and our slogan, You cant have fun without a hole to poop
in! Brochures will also be available at the stand.
Our product will be manufactured in our Blue Pelican Warehouse which will be
fully eco-friendly. The product will also be built by Indian people who will be recruited
from slums or lower class living arrangements and trained. The product, The Blue
Pelican Septic Tank, will cost $130 which is 8,226 Indian Rupees. The average toilet in
India costs about $434 making our toilet much more affordable, which will make it
available to people with lower incomes. This will place our company in a completely
different market than any other toilet company in India, which means we will be
advertising differently and selling our product in different venues than most. That is why
the primary place our company will be spreading the word about this new product idea
is in outdoor markets. Lower middle class people come to these outdoor markets often
both to buy supplies and groceries, and to sell their own products. This will be an ideal
place to get the word out about Blue Pelican.
Once several of our toilets have been sold and the word begins to be spread we
will work on expanding the business to more rural areas and begin to offer ways for
even lower income people to afford the product. As our company expands to more cities
and rural towns our advertising systems will increase in size and change in some ways.
First our advertising methods will grow to include radio broadcasts that provide
information on our product and why it is important to invest in proper sanitation. Once
our budget increases we will create TV advertisements and possible bus ads.

Advertising in these ways will allow us to spread the word about Blue Pelican quickly to
the people in our target market group.

Product Description:
The product consists of one toilet, three buckets sizes varying from 5 gallons, 8
gallons, and 10 gallons. Five tubes connecting the buckets that are black and bendable.
Two small 4oz containers holding bleach in one and fish poop in the other. One water
filtration system and a vacuum connecting to the toilet bowl pouring clean reused water
into the bowl for effective waste removal.
The defecation goes into the toilet with bristles lining the inside of the toilet to
break up waste. Next, the waste goes into the first 10 gallon bucket that is a quarter full
of soil with hungry worms. As the waste goes into the first bucket, the worms eat most of
the defecation and the urine is absorbed into the soil and as the amounts rise they pour
into the 8 gallon bucket holding two compartments. The first compartment has fish poop
to enriched the bacteria and make it vulnerable. The waste goes into the next
compartment filled with bleach and white distilled vinegar to kill the remaining bacteria.
Extra fluids go into the 5 gallon bucket being heated by a magnifying glass above the
ground shining UV rays onto the water making it deadly to bacteria. Next the fluids go
into the water filter so the water is clean. It then gets dragged up a tube by a vacuum on
the top of the tube. The clean water then pours into the toilet ready for the next use.
This toilet can be used roughly ten times before water in the 5 gallon bucket must
be changed. The worms need to be added to the soil approximately every 15 days.
Batteries running the vacuum and filter need to be changed after a few weeks maybe
longer. The fish poop and bleach need to be refilled every 3 days, roughly 80 times of
use. Brought to you by Blue Pelican Sanitation Organization.

Management Plan:
We will start by hiring only one lower class Indian, preferably a women, informing
them about our product and working with them to produce our first line of toilets.The
reason we wish to employ women is because in India, women are easily raped due to
the lack of toilets being around. They must go into fields at night to relieve themselves
and it is very dangerous. We wish to hire a women and show her that it is better to have
a toilet from us where they live and they can tell their friends how are women. We will
then split resources and two members of our team will begin advertisement/selling the
product at our stand, while the other two will continue to build in our warehouse. The
warehouse is a 7,000 Sq. area that cost in between 8,000 and 50,000 dollars and has a
washroom. We will make any official or big business decisions as the managers and
creators. Our team will keep everything organized such as finances and employees. We
stay in charge at the creators and any changes will be brought to us before being made
to get our approval. Eventually the woman we hired first (or whomever has been there
the longest with the most experience) will take over a manager position when we leave
India but we will still be in full control of any business decisions or changes.
We plan to produce and sell 20 toilets in the first month and double that in the
next. Along with hiring one new employee monthly. Over the next year we will expand to
selling our toilets in stores while still continuing to sell them at the small stand and

markets. When each new employee first starts working with us, they will be paid 204.9
Rupee (3.25 US Dollars) an hour for working in the warehouse. In the warehouse the
workers will be putting to

gether the
septic kits and packaging them up. They will work Monday through Thursday. They can
take off for 7-10 sick days a year along with 2 and a half weeks of vacation days.
Once they have worked consistently with us with little to no problems for 6
months, then they will be promoted to working at the stand with a pay of 269 Rupee
(4.25 US Dollars) and hours. They will work Monday through Saturday with 10-12 sick
days off and 3 weeks vacation time. At the stand the workers will be sealing our product
and promoting it to people at the outdoor markets. Then once they have worked for us
for a year and a half with no problems, they will be promoted to assistant manager.
They will be paid 331.02 Rupee (5.25 US Dollars) and hour and have 4 weeks vacation
time and 15-20 sick days. The assistant manager will be doing our job when we arent
there, making sure that nothing goes wrong. Once they have worked with us for 3 years
they will be paid 520.17 Rupee (8.25 US Dollars) and will get 20 sick days off and 6
weeks of vacation. They will be helping us, the managers and creators of the product
and they will help us make big decisions such as how to spread our product to other
parts of India or even other countries around the world. They will also help us figure out
how we could make our product more affordable for lower class people and even
people living in poverty. Note that none of the vacation time will be paid vacation. Each
employee will be given a complimentary Blue Pelican Septic Tank for themselves as a
Thank You for working for us. We will have the money to pay our employees once we
start selling our product.

Financials:
Blue Pelican Waste Management and Septic will need a total of $60,000 to start
our business. This number is an estimate of how much we will need to rent our
warehouse, build our first toilets, rent a space in an outdoor market and pay our only

employee for the first year. The start up money will finance our basic costs, mostly rent,
for the first year while we get the company up and running and from there we will be
making enough of a profit to support ourselves.

In the first month our company will be in India we plan to set up the warehouse
and manufacture 10 of our septic kits. Each septic kit includes the following things listed
in the graphs. The graphs also include costs in Rupee and US dollars of each item we
will need.