Bamboo Prefab Houses

Arunachal Plywood Industries Limited (APIL), is the

pioneer
in
manufacturing
ofBamboo
Pre-fabricated
Houses in India. The project is supported by Dept of Science &
Technology, Government of India. The total structure of the
pre-fabricated houses are made of pre engineered laminated
bamboo and all the designs are as per BIS codes.
The Department of Science and Technology, Government
of India through theNational Mission on Bamboo
Application (NMBA) has supported Arunachal Plywood
Industries to create value added Bamboo products. The
technology inputs by the DST have resulted in benchmarking
engineered bamboo boards as alternative to existing wood
based ply boards. These boards have already been used by
CPWD in the Tsunami Relief Housing Project in the Andamans.
The technology, design and standards have been optimized so
as to meet the durability and user norms, conforming to all
the BIS standards. APIL has also expanded the commercial
production of such prefabs to meet the user demands.
The Bamboo prefab houses are completely made out of bamboo
and are developed on a turnkey project basis in the factory
of APIL. The pre-fab houses are designed on modular basis and
can be erected in a very short span of time using minimum
labour skills.
The Pre-Fabricated bamboo houses are not only best suited for
hilly areas, disaster zones like tsunami, earth quake zones
where the weather and geographical conditions are extreme but
they can be also be used for farm houses, guest houses, etc
where the construction time is less.
Engineered Bamboo Structures are a replacement of steel,
timber and cement, creates a low energy consumption regime
which is not only eco friendly but also minimizes use of non
renewable material used in manufacture of steel, cement,
bricks. It has already gained a major acceptability as a
temporary shelters and in certain terrain as an alternative to
permanent structures because of many reasons. Few of them
are as follows:

Speed of erection (2 per day of size 12 ft x 10 ft by

a single team)
Bamboo roofing, flooring & cladding provide
natural insulation
Shelters easily removable and can be relocated
Easy to transport by road, air and man pack which

suits the terrain

Light weight and in modules which can be handled
easily
Can be modified for local conditions
Once trained further construction can be taken up
locally
Do not occupy much space compared to permanent
construction.
Cost-effective, typically 20-25% less than
conventional pre-fab shelters
The same modules can be used for public buildings
like schools, and dispensaries
Durable, weather resistant, fire retardant
Withstand earthquake, winds, rainfall.
Good thermal and acoustic properties.
Cost effective @ Rs. 450 -500 per sq ft.
Quality standards as per International practice.
Energy saving during manufacture/usage

Our Profile
Arunachal Plywood Industries Limited (APIL), is one of
the oldest plywood manufacturing unit in the country and
pioneer of modern plywood. The company was engaged
in manufacturing plywood and Block Board made out of
wood and Swan Timber ever since the commencement of
its
Business.
In the year 2004-05 company discontinued production of
Plywood and Block Board and started to manufacture
Bamboo Board and Prefabricated Houses, Pallets/Crates
and Bamboo Mat board.
The
company
maintains
quality
of
its
product
meticulously following strict control procedures. It has
been awarded ISO-9002 .The product have acceptability
in the premier markets of India and abroad.
The Bamboo Boards used for the Prefab Structures are
made as per international standards and passes the IS
13958/IS 4990 test. The structures are designed as
perBIS 883 and BIS 875 to withstand all types of natural
forces of wind, rain, earthquake etc.

Our Factory

The
Factory
of APIL is
located
in Arunachal
Pradesh which is one of the prime Bamboo production
areas in India. The Factory covers an area of around 32
Hectares atNamsai, District
Lohit, Arunachal
Pradesh, Pin- 792103. This factory is one of the largest
undertakings in Arunachal Pradesh and is privileged to
have the most modern plant and machinery.
Registered
Office
The Registered and the Head Office of the Company is
located in the heart of the city ofKolkata.
Registered/Head
113,
Park
Poddar
Point,
Phone:
Mobile:
Fax:
e-mail: apilltd@vsnl.net

Office
Bamboo boards stacked at
4th
floor,
APIL, Namsai
700
016,
91-33-22294910/12,
9433080448/9831017200
91-33-22654748

Street,
Kolkata

Board of Directors / Management

The present Board of directors comprises of the following
:
Mr. Madan Mohan Jalan (Chairman & MD) (Phone:
09433080448)
Mr.
P.
K.
Mallik
Mr.
Mukesh
Jalan
(Phone:
09831017200)
Our Background
Arunachal Plywood Industries Limited (APIL) was
established in 1918 and was formerly known asAssam
Saw Mills and Timber company Ltd. The company was
then managed by Bird & Company Limited based at
Kolkata.
In the year 1959, at the request of the Government of
Assam, the Jalans took over the management of the
company. Consequent upon the conversion of NEFA into
the state of Arunachal Pradesh, the name of the
company, hence, was changed from Assam Saw Mills &
Timber Company Ltd. to Arunachal Plywood Industries
Limited
on
the
26th
of
April
1981.
APIL was the first Plywood manufacturing unit in the
country and was the pioneer of modern plywood. The
Factory
of APIL is
situated
at NAMSAI in Arunachal
Pradesh where 84% of the land is under forest cover.

The company created the entire infrastructure and

township
of Namsai where
conditions
where
very
primitive and backward. The Company has built up 500
staff quarters, Hospital, Market and Factory sheds
exceeding 3,50,000 sq. ft.

Changeover from Timber to Bamboo

In the year 2004-05 Arunachal Plywood Industries
Limited (APIL) discontinued the production of Plywood
and Block Board made out of wood and started
Manufacturing Bamboo Board, Prefabricated Houses,
Pallets-crates and Bamboo Mat Boards where Bamboo
and RESIN are the main raw material.
The Company shifted to manufacturing of Bamboo Prefab
Houses because of the following reasons:

Bamboo is a fast growing and truly renewable

resource, it needs no replanting. The fastest
growing plant on the planet, some species can
grow up to 1 meter or 3 feet per day.

Bamboo is a grass, unlike timber which is a

renewable resource and abundantly available in
our country. The Factory location of APIL gives it
an added advantage as the Northeast Region alone
produces 65% of total bamboo produced in India.

Bamboo has strength, flexibility, durability and

versatility to be used as building material. Apart
from being an renewable resource, bamboo is ecofriendly
and
energy
saving
resource.

APIL would be able to create a substantial amount

of local and rural employment, in the process of
converting low value bamboo usage into a high
value engineered product with assured returns.

The
Locational
advantage
of
the APIL Factory would lead to saving of fuel and
transportation cost of hollow bamboo since most
of the manufacturing units would be located in
close vicinity to the primary and secondary
processing
units.

Major markets of prefab shelters is outside

Northeast India, which would draw wealth for

Northeast at the grass root level.

Bamboo Prefab Houses
Arunachal Plywood Industries Limited (APIL), is the
pioneer in manufacturing ofBamboo Pre-fabricated
Houses in India. The project is supported by Dept of
Science & Technology, Government of India. The total
structure of the pre-fabricated houses are made of pre
engineered laminated bamboo and all the designs are as
per BIS codes.
The Department of Science and Technology, Government
of India through theNational Mission on Bamboo
Application (NMBA) has supported Arunachal Plywood
Industries to create value added Bamboo products. The
technology inputs by the DST have resulted in
benchmarking engineered bamboo boards as alternative
to existing wood based ply boards. These boards have
already been used by CPWD in the Tsunami Relief
Housing Project in the Andamans. The technology, design
and standards have been optimized so as to meet the
durability and user norms, conforming to all the BIS
standards. APIL has also expanded the commercial
production of such prefabs to meet the user demands.
The Bamboo prefab houses are completely made out of
bamboo and are developed on a turnkey project basis in
the factory of APIL. The pre-fab houses are designed on
modular basis and can be erected in a very short span of
time using minimum labour skills.
The Pre-Fabricated bamboo houses are not only best
suited for hilly areas, disaster zones like tsunami, earth
quake zones where the weather and geographical
conditions are extreme but they can be also be used for
farm houses, guest houses, etc where the construction
time is less.
Engineered Bamboo Structures are a replacement of
steel, timber and cement,
creates a low energy
consumption regime which is not only eco friendly but
also minimizes use of non renewable material used in
manufacture of steel, cement, bricks. It has already
gained a major acceptability as a temporary shelters and
in certain terrain as an alternative to permanent
structures because of many reasons. Few of them are as
follows:
n

Speed of erection (2 per day of size 12 ft x 10 ft by

a single team)
Bamboo roofing, flooring & cladding provide
natural insulation
Shelters easily removable and can be relocated
Easy to transport by road, air and man pack which
suits the terrain
Light weight and in modules which can be handled
easily
Can be modified for local conditions
Once trained further construction can be taken up
locally
Do not occupy much space compared to permanent
construction.
Cost-effective, typically 20-25% less than
conventional pre-fab shelters
The same modules can be used for public buildings
like schools, and dispensaries
Durable, weather resistant, fire retardant
Withstand earthquake, winds, rainfall.
Good thermal and acoustic properties.
Cost effective @ Rs. 450 -500 per sq ft.
Quality standards as per International practice.
Energy saving during manufacture/usage

Bamboo Prefab Houses - Why Bamboo?

Bamboo is Versatile: Bamboo truly is a remarkable
renewable resource. It is a centuries old material that
has been and continues to be used by over half the
world's population for applications as varied as food,
shelter, fuel and clothing. These applications make
bamboo a vital non-timber, non-petroleum resource.
With a tensile strength superior to steel, it is one of the
most versatile and durable natural resources in the
world.
Bamboo is Sustainable: Bamboo plays an important role
in the reduction of timber consumption, environmental
and
forest
protection,
poverty
alleviation,
and
sustainable development of rural economies. It is the
fastest growing company for the re-greening of degraded
lands and releases 35% more oxygen than equivalent
timber stands.
Bamboo is Renewable : Bamboo is a highly renewable
material. It is one of the earth's fastest growing plants.
Bamboo needs no replanting, grows without fertilizers or
pesticides and is harvested from controlled stands with
an astounding growth cycle of three to five years.
Bamboo is not a wood, but a species of grass. There are

more than 1200 species of bamboo in the world. Moso

(Phyllostachys pubescence) is our preferred species for
its versatility, renewability and beauty. Importantly,
Moso bamboo is not a species consumed by the panda.
Bamboo offers vital economic and ecological benefits to
the lives of millions of people worldwide; providing food,
fuel, housing, furniture, artisan products, and soil and
water conservation.
Bamboo at a Glance

An enduring, fast growing and truly renewable

resource, it needs no replanting.
A high-yielding, viable replacement for wood and
petroleum based products.
Important economic and ecological benefits
including soil and water conservation,
jobs, numerous product applications and foodmore then 1000 documented uses.
Amazingly short growth cycle, it can be harvested
in 3-5 years versus 15-20, typical for many
hardwoods.
The fastest growing plant on the planet, some
species can grow up to 1 meter or 3 feet per day.
A critical element in the balance of oxygen and
carbon dioxide in the atmosphere.
A renewable alternative resource for agro-forestry
production.
Bamboo shoots provide a nutritional source of food
which can be made into bread, cakes scones and
cookies.
Environmentally friendly reduction of pressure on
forests through wood substitution.
Products can be made in rural environments,
reducing industrial and urbanization impacts.
Use of high value bamboo products leads to
greater rural employment and enhanced income
generation.
Bamboo is durable, sturdy and strong - harder
than Red Oak and Maple. Tensile strength of 16mm
bamboo ply is:
o In direction parallel to grain ; 318
kn/m2
o At right angles to the grain : at least
220 kn/m2
o Total
tensile
strength
in
both
direction: at least 588 kn/m2

Bamboo Prefab Houses - Building Process

Construction Process on Plain
Land

Construction Process on Stilts

The Construction of Bamboo Pre-fab Houses involves the

following processes:

Raw bamboo is cut by a machine in required

sections.
A machine removes outer knot of bamboo.
The bamboo after removing the outer knot is
split by a machine.
The split bamboo is cooked in boiling vat for
4 hours to soften the same.
The inner knot after cooking is removed in a
machine.
The bamboo splints are flattened in a press.
Planning by Planner machine to effect
uniform thickness in bamboo splints.
The bamboo splint is dried in a hot press.
Dried bamboo splint is dipped in a resin
tank.
The glued bamboo splint is assembled in
layers depending on required thickness of
board.
The assembled bamboo boards are pressed
in a press.

After pressing bamboo boards are side cut.

The bamboo board manufactured is cut into different

sizes and shapes and beams, columns, trusses, windows,
doors etc, are made of bamboo boards. Bamboo boards
are also used as flooring and walling. As such bamboo
boards are captively consumed in making prefab
structures.
Details for Pre-Fabricated Bamboo Production
Structure
details
16x16 prefabricated unit based on bamboo frame work
with whole bamboo and used of bamboo ply board of 16
mm and 9mm thickness. The roof trusses are based on 2
x 19 mm layers of bamboo ply with depth of 125 mm. The
doors and frames are made out of Bamboo-Ply. The roof
panels consist of glass reinforced bamboo panels 8 x 4 x
2.5 mm.
Dimensions
It is most economical to have dimensions of the shelters
in sizes of 8 feet. Since the Bamboo-Ply panels are of size
8ft x 4ft. The breadth is also kept around 16ft which does
not entail a very heavy design of the truss member. The
present
structure
is
of
16ft
x
16ft.
Foundation
and
Flooring
The foundation and flooring are both made of BambooPly can be anchored to the ground with J-bolts. The
foundation and flooring can be made of brick work with
PCC flooring.
Cladding and Side Wall

8ft x 4ft Bamboo Sandwich Ply 16 mm thick

panels are used for cladding and 19mm
Bamboo Sandwich Ply is used for the
flooring.
8ft x 4ft bamboo sandwich ply 6 mm thick is
used for various partitions (If needed).

Doors
&
Windows
The frame and shutter are made of Bamboo-Ply. The door
& window panels are done with cross braces, steel and
aluminum
can
also
be
substituted.
Roof
Material
The roof shall have minimum projection of 0.4mm from
the eaves wall, in case of no verandah in front of 0.3m
from the gable walls. Purlins will also be provided on the
roof at the eaves and at gable roof extension (outside the

structure) made form three 19mm layers of bamboo

boards
of
15mm
thickness.
Erection
time
The structure can be erected in 24 hrs by trained
manpower and 48 hrs by untrained manpower. An
average of 1 skilled carpenter with 4 helpers is required.
The
time
for
dismantling
is
6
hrs.
Transportation
4 to 5 set can be transported in one 3 ton vehicle with big
body.
Thermal
Efficiency
This is highly thermal efficient structure which gives
good
insulation
and
sound
resistance.
Cost
This is as per the design based on total Bamboo-Ply used
and includes packing, erection & transportation charges.
Bamboo Prefab Houses - Advantages
The Pre-Fab houses are extremely durable and has
minimum life span of 30 years and has the following
added advantages:

Can withstands high speed winds (150 kmph) and

are earthquake resistant.
They are Aesthetic, functional and fire retardant
(IS-5509/IS 476).
Are easy to construct requiring minimum skilled
labor.
The houses are light weight, modular and inter
changeable.
Have good thermal and acoustic properties.
Use of high value bamboo products leads to
greater rural employment and enhanced income
generation.
Raw material bamboo being a renewable resource
the houses are eco-friendly and involves energy
saving manufacturing and usage.
Light weight, Modular Easy to construct
Easy to Transport and re-erect.
Quality standards as per International practice.
Designed as per BIS-4990- 1981 read with IS13958.
Cost effective @ Rs. 450 to Rs. 500 per sq ft.

Bamboo Prefab Houses Technical Specifications

General Condition
a. The structures will be suitably
designed to meet climatic
condition
and
structural stability for intended
conditions.
b. The structure will be made out
of pre fabricated engineered
bamboo
board
as
per
specification given in IS4990
&
IS13958.
c. All dimension stipulated
nominal
and
subject
tolerances
as
per
Specifications.

are
to
IS

d. Panels will be painted, internal

wall panel will be painted with
two coats of synthetic paints
& external panels will have
two coats of externals paints .
The colors shade of paint shall
be indicated in the supply order
, paints / primer should be of
ICI./ Asian Paints/ Berger
Paints or other reputed make
only
shall
be
used.
e. The column, beams, trusses,
false ceiling, door windows etc
will have exposed bamboo mat
finish.
f.

The
supplier
will
furnish
detailed foundation drawing to
the indentor.

Design
Principle
The entire unit is made of a
combination bamboo ply- board of
16mm/19mm thickness. Columns and

beams are built using multiple layers

of bamboo ply glued together and
bolted. The columns, beams and
trusses use 3 layers of bamboo ply.
The unit is a rigid monolithic structure.
It is
Installed on a hard standing
(rammed
earth/
cement
floor/
concrete) floor. No foundation is
required. The unit can be anchored to
the floor with J- bolts. The bamboo
veneers are treated against borers and
fungus by soaking in a solution of
boric acid at temperatures between
65-90degrees centigrade. Glue line is
also treated with CLP to prevent
borers & fungus. The Bamboo boards
are boiling water resistant (IS-4990)
and fire retardant is as per (IS-5509).
All the trusses and rafters are fixed to
the column using steel saddles.
Roof
The roof shall be made of slope 1:2
(approx). The roof shall be done with
galvanized,
corrugated
sheet
of
0.63mm/50mm/UPVC
SHEETS.
GI
sheets conforming to IS:277: 1992
with amdt.2 having min 220gsm
galvanized. These corrugated GI
sheets is laid over a frame work of
trusses, columns and purlins fixed
using suitable fasteners like J- hooks
with bitumen washers, nut/ bolts etc.
A
GI
Ridge
cover
of
size
225x225x0.63mm made from GI steel
sheet/ coil conforming to IS 277: 1992
with amdt.2, having min 120gsm
galvanizing is to be fixed on top
junction of the roof using suitable
fasteners.
Roof
Structural
Framework
The roof shall be laid over a
framework of trusses: purlins and
columns, fixed using suitable fasteners
like J-hooks with bitumen washers,
nuts, bolts etc The main member of
the truss are 125mm deep with two
19mm layer of bamboo board.
Secondary members are 100mm deep
with two layers of 19mm. The two end

trusses supporting the gable ends

have all members that are 100mm
deep, with two layers attached to the
top panel beam. The sides are covered
with 9mm ply nailed to the truss. All
members are suitably bolted at the
joints with 10mm nuts& bolts. The
purlins shall be made using three
19mm layers of bamboo boards with
thickness
of
50mm.
Roof
Projection
The
roof
shall
have
minimum
projection of 0.4mm from the eaves
wall, in case of no verandah in front of
0.3m from the gable walls. Purlins will
also be provided on the roof at the
eaves and at gable roof extension
(outside the structure) made form
three l9mm layers of bamboo boards
of
15mm
thickness.
Verandah
Verandah shall be of 4 feet width
applicable. The GI roof over the
verandah shall be a continuous
provided along the roof of the
structure. The purlins provided in
verandah are made of the same
dimensions
as
for
the
roof.
Columns
and
Beams
The columns and beams are of
different sizes, each 100mm deep
made with three layers of bamboo
board
(2x19mm+1x16mm)
Door
and
Windows
The frames and shutters are made of
bamboo ply. The doors and windows
panels are made with cross braces.
Glazed windows can be provided as
per requirement. The door shutter
shall be fixed with the door frame with
4 nos. MS oxidized hinges of 100mm
length. The door shutter shall be
provided with 2 nos. MS oxidized
aldrops of 300 mm length, MS
oxidized tower bolts of size 200mm at
the top and 100mm at the bottom on
each shutter and two nos. 150mm
long handles. Each of the Glass

shutter will have 1nos MS oxidized

handle of 150mm thickness, 2 nos. MS
oxidized tower bolt of 100mm and 1
nos. of stay hook Glass sheet of 4mm
thick shall be fixed using glass putty.
Foundation
The supplier shall furnish the general
lay out of foundation drawing to the
indentor indicating preparation of the
foundation well in advance of the
delivery. Suitable pockets shall be left
in the foundation as per the drawing
for fixing foundation bolts and
grouting the same for the placement
of the vertical columns. The indentor
will also be responsible for filling of
these pockets with concrete, once the
foundation bolts are placed in position
at the time of erection. The scope of
contract does not include provision of
flooring
for
the
structures
Ceiling
Would be of polynum reflective
insulation, put along the slope of the
of the roof, on the under side of the
roof
NOTE : Suitable equivalent changes in
specs can be made at site as per
requirement
Range of Structures

School/College
infrastructure

Community Halls

Medical centers

Toilet/Kitchen

Auditoriums

Immediate disaster

Rural/urban housing

State/District disaster

Tourist resorts on stilts

response shelters

clusters

control centers

Pura information centers

Technology University

Security Office

Project 2 by vaibhav kale

Building Occupancy / Site Capacity:
6
This project was started and finished in the rural villages of central India. Lead by Vaibhav Kaley CEO
of Wonder Grass coordinated a team of designers, architects, and artisans to develop the first bamboo
housing prototype that can be extended out and up to accommodate a growing family. Architects
Sayali Andhare, and Gangotri Ashibega with help from a visiting designer Alex Miller collaborated with
the bamboo artisans of India to offer a solution to low-cost sustainable housing. This has a top cost of
$2,500 ~ INR 1.25 LAKH. Providing a lost-cost sustainable alternative to the modern concrete home
being offered in India was the driving objective. This project incorporated the properties of bamboo's
lightness and flexibility in it's many uses. These included splitting to construct wattle and daub
construction for wall panels, as well as constructing open web trusses that support the roof, and
second story addition if there is a need for one once the family requires more space. Metal joints were
used for the assembly of wall panels to the primary structure, and a standard brick stem wall is used
to anchor the bamboo house to the ground. Initially meant to be prefabricated for faster/cheaper
onsite construction this unit will increase user confidence by creating easy-to-assemble already
constructed housing parts.

Location
NH-6 Outside of the small village of Peth
Peth- Village, Maharashtra 440010
India

Aruna and Prashant, Co Founders, Bamboo House India Team YS | March 13, 2009 at 2:57
pm 6 0 3 0 3 Bamboo for Green Livelihoods Answer a question for meWhat is the
fastest growing plant on Earth? The answer is the Bamboo and if you knew that, I would
be surprised, mainly because I did not know the answer till now and partly because it is a
little known fact that the Bamboo is the fastest-growing plant on Earth; it has been clocked
surging skyward as fast as 121 cm (47.6 inches) in a 24-hour period, and can also reach
maximal growth rate exceeding one meter (39 inches) per hour for short periods of time and
you know the needle of Alaxender Graham bells first phonograph was made of bamboo
and Thomas Alva Edisons first light bulb used a filament made of carbonized bamboo, this
light bulb still burns today in Smithsonian Museum in Washington, Which is very good news
indeed, for Aruna and Prashant who have banked on the versatile yet humble Bamboo; and
its incredible abilities. Not only can you eat it, you can drink out of it, make houses with it
and also the furniture and thats just a few of the things you can do with Bamboo. In 2008
the duo recognized it potential and established Bamboo House India with the focus on the
many uses of this fast growing plant. Bamboo House India is a social enterprise with an
aim of providing sustainable livelihood opportunities to rural and tribal artisans in the
bamboo sector through business models designed to work at base of the economic pyramid
and promote bamboo as an eco friendly substitute to wood, steel, iron & plastic. Bamboo
applications range from bamboo pens to bamboo t-shirts to bamboo laptops to bamboo
speakers to bamboo soap to bamboo sanitary napkins to bamboo bullet proof jackets to
bamboo perfume to bamboo shirts to watch to bamboo camera to housing to bamboo

furniture to bamboo yarn to bamboo oil etc, there are more than 1500 documented and
5000 undocumented uses of bamboo. The very purpose of the enterprise is to create long
term, sustainable, non -migratory business model for the rural and tribal artisans in the
bamboo sector by using locally available green raw material i.e. bamboo. Bamboo & its
products have always suffered from poor market linkages and regulatory constraints
affecting the raw material despite enormous market size. If exploited properly, bamboo can
help more than 5 million of our population cross the poverty line. Also, countrys natural
forests are under threat as demand for timber is expected to touch 153 million cubic meters
by 2020 and countrys timber import bill is boiling at Rs. 4000 crores (2005-06). Today,
customers are shopping for eco friendly products & Bamboo can come handy to fulfill socio,
economic and environmental needs of the country. Bamboo House India is working on
setting up chain of exclusive bamboo showrooms across the country and commercialse IITDelhis bamboo bow beam technology for rural housing. Indian rural housing shortage
stands at staggering 6.7 million dwelling units and need of the hour is cost effective and
efficient solution for this and Bamboo House India in partnership with IIT-D is working
towards addressing this issue. The venture sounds commendable but how exactly does
someone make money from bamboo? After all its not as expensive as wood or nearly as
profitable as a conventional cash crop like tobacco. The Duo answers Yourstorys queries
saying; We at Bamboo House India are investing to create triple bottom line returns.
Financial: Indian Market potential of Bamboo based products is estimated to be Rs.26,
000/- Cores by the year 2015. Bamboo Furniture market is estimated at 3625 crores and
Bamboo Housing market stands at 1100 Crores. Social: If tapped properly can help more
than 5 million of our population cross the poverty line and Bamboo Environmental: Bamboo
minimizes CO2 gases and generates up to 35% more oxygen then equivalent stand of trees
What makes the venture unique and an economically feasible reality is that nobody in the
country till date has tried to get the entire bamboo industry under one roof. It is very difficult
for commercial entrepreneurs to venture into bamboo, only social entrepreneurs can try this
line that too with in depth grass root domain expertise, starting from tissue culture plant
material to Indian Forest Act to working in high insurgency area to understanding various
bamboo species and understanding tribal mindset all goes into making a business model.
Thus they have a First mover advantage added to the complex domain expertise to add to
their merits. Bamboo House India have been able to make a major impact through our
initiative and recognised for their efforts: 1) Convinced NMBA CII APTDC IIT (D) -AP
Forest Dept for a need of having a permanent platform to promote bamboo based products
to provide round the year employment opportunities to rural and tribal artisans to arrest
migration. Taking cue of suggestions got funded an exclusive bamboo showroom in
Hyderabad which is the first of its kind in the country under a Bamboo Housing Structure
designed by Indian Institute of Technology Delhi. Participated in Confederation of Indian
Industry (CII) & India Development Fund (IDF Research) Round Table Conference held at
Hyderabad on Industrialization of Bamboo Industry in India and campaigned and
convinced the panel for a need for efficient and effective market linkages strategy for growth
of Bamboo Industry. Andhra Pradesh Forest Department (APFD) under its World Bank

project has entrusted the responsibility of Training their Forest Communities in Bamboo
Crafts to Bamboo House India. Training at 2 locations has been completed third location
will commence shortly. IIT D CII APTDC under Ministry of Rural Development (MoRD)
project is setting up Bamboo Common Facilities Center at Bamboo House India premises
in Hyderabad. Students of Indian School of Business (ISB) Hyderabad have presented
the Business Model of Bamboo House India as case study to Cornell University for
competition. Proposal sent to NMBA for funding for setting up pole based housing structure
plant in Hyderabad in partnership with NMBA IIT (D) CII APTDC APFD & NIRD. IIT
(D) is partnering with Bamboo House India in commercializing its innovative bow beam
technology for rural housing structures, project will commence in a quarter. Proposal being
sent to NMBA & APFD for support for setting up Hand woven Mat Training & production unit
in Andhra Pradesh. Nominated at TATA NEN HOTTEST START UP AWARDS Competition
2008. ECONOMIC TIMES covered our story on 03 / 02 / 09. Made it to final round in the
ongoing Economic Time Power of Ideas Contest. Outlook Money magazine has covered
our story 17th June 2009 issue. Networking with FORD FOUNDATION for support.
Networking with UNDP for support. Applied for LRAMP support waiting for technical
documents from IIT (D) to submit the final bplan. Did pilot market research for our idea and
received overwhelming response from around 90 investors willing to take up franchisee.
Designed and developed management, production and marketing practices for rural and
tribal communities with whom we are working. Developed market oriented products for the
communities a shift from their age old basketry making activities. Trying to bring entire
bamboo industry under one roof through chain of bamboo showrooms for visibility of
bamboo based products. Developed product catalogues and database of several artisans
which never existed making it easy for them to market their products. Taking up market
based livelihood programmes in Andhra Pradesh by targeting women members of the
communities. Covered by THE WEEK MAGAZINE 23rd August 2009 Providing sufficient
work to communities to ensure their migration to other avenues is restricted. Convinced
industry and government the need for a dedicated market based approach for growth of
bamboo industry, today we have the support of government and industry, missions ,
organizations working in the bamboo sector for our unique market based approach to solve
socio economic and environmental problems of the country through bamboo. UTV has
covered our story for their programme Cracking Careers 28th July CNBC has covered
our initiative for their programme Young Turks 15th august Telugu Newspaper
EENADU has covered our initiative 3rd February 2009 Telugu TV Channel Vanitha TV
ran a story on our initiative. Featured by Outllook Business among 50 social entrepreneurs
of the country Partnerships & Tie Ups Bamboo House India is supported in its initiative by
National Mission on Bamboo Application (NMBA) Confederation of Indian Industry (CII)
Indian Institute of Technology (IIT Delhi) Andhra Pradesh Forest Department (APFD)
Tripura Bamboo Mission (TBM) Infrastructure Leasing & Financial Services ( IL & FS)
Andhra Pradesh Technology Promotion & Development Centre (APTDC) The complexity,
risk, challenges and uncertainty involved in the complex bamboo scenario in the country
imparts an adrenaline rush of motivation to the duo to continue the journey which they have

no plans of giving up. By 2010 they plan to set up at least 3-5 exclusive bamboo
showrooms across the country under a PPP model which as such has never been tried in
the country. They will also get government branding for the same and ensure round the
year employment opportunities to the rural/tribal population of the country, promote green
products and give a boost to the bamboo industry in the country. They believe that Having
an Idea, Believing in that idea coupled with the ability to execute that idea with a pinch of
Clarity + Focus + Patience + Long term vision with a dash of Risk taking ability and tenacity
spells the perfect recipe for success like a pot of freshly cooked Bamboo shoot curry. The
Duo recommends the recipe to all readers at Yourstory and we wish Bon Appetit to Aruna
and Prashant hoping they taste success with Bamboo House India. ... read more
on yourstory.com

Slide share topic of b h

Bamboo business planPresentation Transcript

Bamboo vs. Hardwood 3-7 years to harvest No need to replant can take up to 100 years to
harvest Needs to be replanted The Miracle Plant Found all over the globe Over 200 million
years Fastest growing plant Releases 35% more oxygen Has numerous uses

Bamboo is a grass

1012

Welcome to Bamboo World

Bamboo Nursery located in north east India (Nagaland)

20% of area and 12% of growing stock in MP 28% of area and 66% of growing stock of bamboo in
NE region Availability of Bamboo (Raw Material) & Market Opportunity New Technology
Options Skilled worker Availability Collection: 13.5 m MT Area: 8.96 m ha Growing Stock:
80.43 m MT, Chhattisgarh

Warehousin g Promotio n& marketing Enterprise Brand ing Grower Pack House NGO Grower R&D
Show-room Customer Grower

TECHINICAL FINANCIAL FEASIBILITY ANALYSIS COMMERCIAL ENVIRONMENTAL

Primary Processing Level Secondary Processing Level

MOISTURE REMOVEL REMOVE EXTERNAL KNOT

SQUARE STICK MAKING MACHINE BAMBOO CROSS CUT MACHINE FORE SIDE PLANNING
MACHINE POLISHING MACHINE

Environmental feasibility Sustainable Livelihood opportunity Eco friendly Climate free

condition Institutional barriers Assessment of ownership and availability of land

TARGET MARKET INTERNATIONAL LOCAL NATIONAL

High Industree Crafts Foundation Bamboo World Price Sahaj Low Yogini Handicrafts High
Convenience Low

Want products to be desirable We want to create a demand for Bamboo Want customer to use
Bamboo product

Company name
Bamboo house india
Who We Are
From the shortage of paper to the depleting ozone layer, to unemployment the world has many
problems today. While science is trying to discover a new way to fight these problems, there
has been a reasonable solution since the dawn of man. This solution is bamboo and bamboo
products. Bamboo and bamboo products have many environment friendly characteristics, and
can be used as substitutions in many situations and in turn generate livelihoods.
Bamboo House India, a social enterprise, was established by two First Generation Entrepreneurs, Aruna Kappagantula &
Prashant Lingam in the year 2008 with an aim of using Bamboo as an economic driver for providing sustainable livelihood
opportunities to rural & tribal artisans in the Bamboo sector through market linkages.
BHI is striving to create chain of bamboo showrooms across the country which shall promote & market all bamboo based
products under one roof starting from Bamboo pen to Bamboo Housing Structures. Purpose is to create a long term
sustainable non -migratory business model for rural and tribal artisans in the Bamboo sector by using locally available raw
material i.e. bamboo and develop contemporary life style products to suit the market tastes and demand rather than age
old basketry items.
The business model focuses on triple bottom lines i.e environmental, social & financial aspects . Criteria is to provide
market for artisan products and make Bamboo available to the customers and try to solve the major problem of the
Bamboo industry i.e poor market linkages.BHI works through a hybrid model, a 'for-profit' component and a 'non-profit'
component.
"For profit" activities are handled by "Bamboo House India" involving sourcing, designing, retailing, exhibiting and
developing markets and "not-for-profit" activities are handled by "Bamboo Artisan Welfare Society" involving skill training &
upgradation, design development & capacity building.
First such exclusive Bamboo showroom is coming up in Hyderabad on an experimental basis for conducting reality check
and gather market feedback, initiative supported & funded by NMBA CII APTDC IIT (D) & AP Forest Dept.
Mission
To provide round the year employment opportunities to rural & tribal artisans in the country through market linkages and at
the same time promote Bamboo as an Eco-friendly substitute to wood, steel, iron & plastic and at the same work keep our
organisational activities in tune with countrys Bamboo Objectives.
Vision
1. Do our bit in providing round the year employment opportunities to rural and tribal artisans in the country

dependent on Bamboo Handicrafts for their livelihoods.

2. To act as a link between government, Missions, Institutes and Organizations, Artisan communities and the
customers for structured growth and development of the Bamboo Industry.
3. To develop the enterprise in a professional manner and maintain Fair Trade Practices in its operations
4. To open at least 3-5 exclusive bamboo outlets in the next 3 -5 years.
Bamboo House India is supported in its initiative by

1.

National Mission on Bamboo Applications (NMBA)

2. Confederation of Indian Industry (CII)

3. Andhra Pradesh Technology promotion & Development Center (APTDC)
4. Indian Institute of Technology (IIT - Delhi)
5. Andhra Pradesh Forest Department (APFD)
6. Infrastructure Leasing & Financial Services (IL & FS)
7. Tripura Bamboo Mission (TBM)
What We Do

Use locally accessible raw material i.e. bamboo for creating livelihood opportunities for the rural population.
Identify & motivate clusters/communities in the rural areas to take up value added bamboo activities for their
economic progress.

Identify, formulate and execute business plans using bamboo as raw material and ensure acceptability of the
proposal both by the community and the local panchyat through systematic and professional approach.

Initiate Bamboo plantation activity for ensuring long term raw material availability to support bamboo value added
activities.

Provide training to the communities / clusters to make marketable products using bamboo as raw material.
Concentrate on streamlining and systemizing the entire process of training, production, quality control, supply chain
management and marketing which are all important stages in the bamboo production chain.

Create a business model for the communities/ clusters to make them independent in their activity.
Provide professional training to a pool of key members in the community in basic management principles to enable
them to run their activities in organized environment.

Generate awareness for bamboo products at the village level using necessary promotional programmes to ensure
systematic knowledge dissemination at the village level.

To coordinate and facilitate rural presentations at various forums to create awareness of the bamboo craft and its
livelihood implications.

Design & develop marketing / communication programmes for the clusters and empowering them for wider
acceptance of bamboo products.

Arrange for fairs & exhibitions to promote products made by the rural communities for better market opportunities.
Coordinate & Interact with all stakeholders and business partners for providing better facilities and opportunities at
the village level.

Arranging required infrastructural facilities required either by setting up Common Facilitates Centre (CFC) or several
independent production units for achieving the very objective of the programme.

Develop a common platform for communities and business enterprises for enhanced understanding of each other
through a systematic approach.

Prioritize in giving people at all levels the knowledge and skills they need for long-term development involving

bamboo.

Follow people-first perspective, with participatory approaches in all field-based activities, ensuring ownership and
decision making rest with those who benefit from the work

Assisting in bringing about successful development interventions through trade policy, statistical compilation,
standard setting and direct community-based interventions.

Develop the community/village as an autonomous business entity and equip them with all aspects of professional
business enterprise and prepare them in managing the market competition in an improved and structured approach.

Buyback arrangements of the finished products

Why Use Bamboo

Bamboo: An Ancient Solution to Modern Problems
By now, nearly everyone knows that we are depleting the natural resources of the only home that we have at a rate that is
well past sustainable. To some extent, we have become inured to alarming reports and ominous warnings about our
wasteful ways. Media outlets yammer away about Overpopulation, Global Warming and Deforestation and these reports
either fatigue or motivate us to make necessary changes in our lives.
Occasionally, a development comes along that provides some optimism about our prospects for making positive changes in
our living habits. One such development is the emergence of new uses for a species of grass that has been around far
longer than we have. Bamboo has been used for everything from food to bridge building for millennia but consumers and
manufacturers are taking a fresh look at all that this amazing plant has to offer. Here are the top ten ways that bamboo will
save the planet
Renewable resource : Depending on the species, bamboo can be harvested in one to five years versus 10-50 years for
most softwoods and hardwoods. Thereafter harvests are possible every second year for up to one hundred and twenty
years the yield (weight per acreage and year) is up to 25 times higher than that of timber Hardwoods like oak take at least
forty years to mature before they can be harvested. Almost 1 million acres of forests are lost each week worldwide to
deforestation. Bamboo's versatility as a substitute for hardwoods offers a chance to drastically reduce that figure and
protect the forests that we have left.
Absorbs greenhouse gases : Bamboo absorbs carbon dioxide and releases 35% more oxygen into the atmosphere than
an equivalent stand of hardwood trees.
Amazing growth rate : Some species of bamboo grow more than three feet each day! No plant on the planet features a
faster growth rate. When it is harvested, it will grow a new shoot from its extensive root system with no need for additional
planting or cultivation.
Very little waste : After harvesting, virtually every part of the plant is used to make a wide variety of products. From soilenriching mulch to beautiful furniture to chopsticks, every part of the plant can be utilized.
Versatility : Bamboo can replace the use of wood for nearly every application. Paper, flooring, furniture, charcoal, building

materials and much more can be made from bamboo. What's more, bamboo fibers are far stronger than wood fibers and
much less likely to warp from changing atmospheric conditions.
No fertilizer, pesticides, or herbicides needed. Unlike most cash crops, bamboo requires no agricultural chemicals to thrive.
Unlike cotton, which is one of the most intensely sprayed crops in the world and rapidly depletes the nutrients in the soil,
bamboo sequesters nitrogen and cultivation does not add chemicals to the environment.
Soil protection : Once hardwood forests are clear-cut and the stumps are burned to provide fertilizer and space for
growing crops, erosion inevitably occurs as the topsoil and nutrients are washed away by rainfall. The eroded soil then clogs
rivers and streams and affects the lives of people and animals living downstream. Bamboo roots remain in place after
harvesting where they prevent erosion and help retain nutrients for the next crop.
Economic development : In less developed countries where unemployment leads to civil unrest, bamboo production and
the manufacturing of bamboo products provides job opportunities in areas that desperately need social and economic
stability. The market potential of bamboo is estimated to be 26000 crores by 2015 and if tapped in a proper way bamboo
can help more than 5 million of our population cross the poverty line.
Bamboo grows in a variety of conditions : Bamboo can grow in arid regions where droughts cause other crops to fail
and since the roots are left in place after harvesting, it helps to preserve vital moisture in the soil. From low wetlands to
higher elevations in the mountains, bamboo thrives in a wide range of climates.
Optimism and cultural cooperation : In a fractious world where wars are fought over resources, the increasing
popularity of bamboo products provides an opportunity for diverse cultures to settle their difference through trade and
cooperation that benefits everyone.
Can bamboo save the planet? The answer to that question remains to be seen. But this amazing plant and its surging
popularity in a huge variety of products offers mankind a chance to enjoy many of the comforts of modern life without
causing irreparable damage to our environment.
Bamboo minimizes CO2 gases and generates up to 35% more oxygen then equivalent stand of trees.
1 hectare of bamboo sequesters 62 tons of CO2/year
1 hectare of young forest sequesters 15 tons of CO2/year

How it works

Bamboo removes CO2 from the atmosphere through photosynthesis by using carbon as an energy source and converting it
into plant tissue which releases oxygen (O2) as a by-product.
Bamboo....
Helps retain water in the watershed.
Can be harvested annually.
Needs no replanting after harvesting.
Is an effective erosion control plant and natural control barrier due to its widespread root system and large
canopy.
Reduces runoff, prevents massive soil erosion.
Sustains riverbanks.
protects surrounding environment during typhoons due to its height.regenerates and is resilient even after
strong typhoons.
Helps mitigate water pollution due to its high nitrogen consumption.
Requires little attention during its growing/production cycle.
Is well suited for agro forestry and healthy ecosystems.
Requires only a modest capital investment to generate a steady income.

Bamboo & Bottle House

Bamboo Canteen Anantapur

Bamboo Coffee Shop Madhapur

Bamboo Food Kiosk @

Begumpet

Bamboo House Dilshukhnagar

Bamboo House - Latur

Bamboo House Manikonda

Bamboo House Nagarjuna Hills

Bamboo House Swaroop Nagar

Bamboo House @
Nacharam

Bamboo House @ Uppal

Bamboo Interiors Bowenpally

Bamboo Interiors - Hyd

Goes Green

Bamboo Interiors @
Kargha

Bamboo Interiors @
Malkha

Bamboo Partition @
Google

Bamboo Post - LB Nagar

Bamboo Snug @ Google

Bamboo Structure Gandipet

Bamboo Structure Ramanthapur

Bamboo Water Tank

Boat House @ Google

Bamboo Structure Tirupati

Bamboo Structure @
Nagole

Livelihoods Project Bellampally

Livelihoods Project Perantalla Palli

Livelihoods Project Yeleswaram

R&D With IIT (Bamboo

Housing

Andhra Pradesh Technology promotion and Development Centre

(APTDC)
Andhra Pradesh Technology Development & Promotion
Centre (APTDC) is established under the joint participation of
the Govt. of Andhra Pradesh, Confederation of Indian
Industry (CII) and Technology Information, Forecasting &
Assessment Council (TIFAC- an autonomous society under
the Department of Science & Technology, Govt. of India).
APTDC caters to the needs of various industrial sectors & Entrepreneurs by providing Technology
Search and Sourcing, Technology Marketing & Promotion, Project Execution Assistance, Technical
Consultancy Services, Technology Information, Patent Search & Intellectual Property Rights (IPR)
Services.

National Mission on Bamboo

Application(NMBA)
The National Mission on Bamboo Applications, structured as a
Technology Mission, is one of the key initiatives of the
Department of Science & Technology for the Tenth Plan.
The National Mission on Bamboo Applications has been tasked
with creating the basis for enlarging the bamboo sector, and with
supporting the efforts of the Government of India towards augmenting economic opportunity, income
and employment.
The Mission is multi-disciplinary in its approach.
* Focused on value addition & commercialization
* Develops, tests & disseminates technologies
* Supports demonstration & entrepreneurial projects
* A knowledge & technology network in action.

Confederation of Indian Industry (CII)

CII works to create and sustain an environment conducive
to the growth of industry in India, partnering industry and government alike through advisory and
consultative processes.
CII is a non-government, not-for-profit, industry led and industry managed organisation, playing a
proactive role in India's development process. Founded over 113 years ago, it is India's premier
business association, with a direct membership of over 7500 organisations from the private as well as
public sectors, including SMEs and MNCs, and an indirect membership of over 83,000 companies from
around 380 national and regional sectoral associations.
CII catalyses change by working closely with government on policy issues, enhancing efficiency,

competitiveness and expanding business opportunities for industry through a range of specialised
services and global linkages. It also provides a platform for sectoral consensus building and
networking. Major emphasis is laid on projecting a positive image of business, assisting industry to
identify and execute corporate citizenship programmes. Partnerships with over 120 NGOs across the
country carry forward our initiatives in integrated and inclusive development, which include health,
education, livelihood, diversity management, skill development and water, to name a few.

Infrastructure Leasing & Financial Services (IL&FS)

Infrastructure Leasing & Financial Services Limited (IL&FS) is one of India's leading infrastructure
development and finance companiesIL&FS was promoted by the Central Bank of India (CBI), Housing
Development Finance Corporation Limited (HDFC) and Unit Trust of India (UTI). Over the years, IL&FS
has broad-based its shareholding and inducted Institutional shareholders including State Bank of
India, Life Insurance Corporation of India, ORIX Corporation - Japan and Abu Dhabi Investment
Authority
IL&FS has a distinct mandate -- catalysing the development of infrastructure in the country.
The organisation has focussed on the commercialisation and development of infrastructure projects
and creation of value added financial services.
From concept to execution, IL&FS houses the expertise to provide the complete array of services
necessary for successful project completion: visioning, documentation, finance, development,
management, technology and execution.

Indian Institute of Technology IIT(Delhi)

Indian Institute of Technology Delhi is one of the seven Institutes of Technology
created as centres of excellence for higher training, research and development in
science, engineering and technology in India.

The objectives include:

Offering instruction in engineering and applied sciences at a level comparable to the very best
in the world.

Providing best facilities for postgraduate studies and research.

Providing leadership in curriculum planning and laboratory development.
Developing programmes for faculty development both for its own staff and for teachers of
other engineering institutions.

Developing close collaboration with industry through exchange of personnel and undertaking
consultancy projects.

Developing strong collaboration links with other academic and research institutions in the
country and abroad.

Anticipating the technological needs for India and to plan and prepare to cater to men.
Developing continuing education programmes.
Preparing instructional resource material in the conventional as well as the audiovisual me
video and the computer based modes.

Catering to the development of a culture for maintenance and conservation.

Andhra Pradesh Forest Department (APFD)

Mission Poverty alleviation through sustainable forestry

Andhra Pradesh Forest Department is one of the
administrative divisions of Government of Andhra Pradesh. It
is headed by the Principal Chief Conservator of Forests. The
primary function of this department is protection,
conservation and management of forests in the Andhra Pradesh State. The Forest Department is
organized into 12 territorial cicles and 43 divisions. In addition, one Senior Officer of the rank of
Deputy Conservator of Forests functions as Planning and Extension Officer in each district

JEEVIKA
The Livelihood Freedom Campaign is a initiative started by
the Centre for Civil Society, a non-profit think tank based in
Delhi. Jeevika is founded on the principle that the quality of
life is intrinsically related to the degree of livelihood and
economic freedom. It promotes public policy measures to clear the path for free enterprise and
through research, advocacy and outreach activities shifts the terms of public debate in favor of
removal of barriers for pursuit of an honest livelihood.

ICFAI Business School Case Development Centre

IBSCDC was established in October 2003 with the vision of promoting quality
research in business Management. Since then, a committed and strong focus on
converting the business stories into top-of-the-order case studies with a
challenging time-to-market of 15 days have been the drivers of this institution
and shall remain so.
The business stories that appear in the best business international magazines, namely, The
Economist, Businessweek, Forbes, Far Eastern Economic Review, Fortune and Time, provide the base.
Other top-of-the-line management journals and magazines provide the intellectual support. The case
studies span all the functional areas of management with exemplary contemporariness and
topicality.The Mission is multi-disciplinary in its approach.

National Institute of Rural Development(NIRD)

Integrated rural development through holistic approach is a national
commitment. The goal is to enrich the quality of life of the poor by
meeting the basic needs and generating employment opportunities on a
wider scale through decentralized planning. The mission of NIRD is to facilitate rural development
vigorously through government and non-governmental initiatives. NIRD is the country's apex body for
undertaking training, research, action research and consultancy functions in the rural development
sector. It works as an autonomous organization supported by the Ministry of Rural Development,
Government of India.

STRATESSENCE
STRATESSENCE, is a strategic management consulting company, which
chiefly works in four focussed verticals, namely, ESM, Social Media,
Management Consulting, and Cleantech. Stratessence has a multi-dimensional team comprising
people from IT, Web Architechture, Social Media, Strategy, Marketing, Corporate Law,
Entrepreneurship, and Energy.

Exnora International

Exnora International is a wide spread environmental movement founded

in 1989, focusing on mobilizing and empowering communities to
participate in preserving nature and preventing environmental
degradation, thereby improving the quality of life of the common man.
Founded in Chennai by renowned social activist and "master motivator of masses" Mr. M B Nirmal,
Exnora International is a Non-Profit, Non-Political, Secular, Non-Governmental, Environmental Service
Organisation. It was formed with the aim to realize a cleaner, greener and more enviro-friendly world.
Within the 16 years of its existence it has grown into a wide spread movement covering many parts of
India. Today Exnora International is a force to reckon with.

Khadi & Village Industries Commission

The Khadi and Village Industries Commission (KVIC) is a statutory body

established by an Act of Parliament (No. 61 of 1956, as amended by act
no. 12 of 1987 and Act No.10 of 2006. In April 1957, it took over the
work of former All India Khadi and Village Industries Board.
The broad objectives that the KVIC has set before it are...
The social objective of providing employment.
The economic objective of producing saleable articles.
The wider objective of creating self-reliance amongst the poor and building up of a strong rural
community spirit

Putting Artisans First

Fair trade provides under- and unemployed artisans with an opportunity to earn vital income and improve their quality of
life by establishing a sustainable market for their handcrafted products.

Cash Advances
Bamboo House India pays artisans in full for each order. We provide artisan partners with the opportunity to receive 100 %
of an order's price when the order is placed, which functions as an interest-free cash advance. This capital allows artisan
groups to purchase equipment and raw materials without going into debt by taking out loans with high interest rates.
Once the products are made, Bamboo House India is responsible for marketing them. Artisans' wages are not affected by
product markdowns or discounts because they have already received payment before the products arrive in our
warehouse.

A Fair Price
A fair price ensures that artisans are adequately compensated for the time, labor and material resources invested in making
each product. Pricing varies according to the economic and social context in which an artisan works. A fair price is

determined by the artisan in conversation with Bamboo House India and is based on the cost of materials, and a fair wage
for the production time and skill level required making each product. Fair wages enable artisans to meet their needs for
food, clothing, and shelter.

Long-Term Relationships
Fair trade is not just about pricesit is founded on a commitment to long-term relationships that provide mutual benefits
for our business and those of our artisan partners.
When Bamboo House India starts trading with an artisan group, we stay committed to working with the group in the longterm and to building its capacity to become successful with both commercial and fair trade buyers. We are committed to
sustaining consistent purchases each year, and we try not to decrease purchases from an artisan group from year to year.
Artisan groups often remark that our commitment to long-term purchases is more important than the fair prices we pay.
Long-term relationships give them a sustainable source of income that enables them to plan for the futureinvesting in
technology and skills training in order to reach their full business potential

Design Collaboration
Bamboo House India offers artisan partners a spectrum of design assistance that varies with the unique challenges of each
group. Our design partners help artisans adapt traditional artistic skills to create a product that appeals to the market. Our
buyers make regular visits to artisan partners, where they collaborate to produce best-selling products and enable our
partners to develop their businesses and design skills

Environmental Responsibility
At Bamboo House India, our goal is sustainabilitynot just for our artisan partners, but also for the environment. Our new
store concept takes a conscious approach toward minimizing environmental impact in order to meet the "triple bottom line"
of economic, environmental and social sustainability.

New

Bamboo For Business

Abundantly grown in India, bamboo is an excellent choice for furniture compared to traditionally used
materials like cane. A couple looking for furniture chanced upon this factand turned it into a business
opportunity.
By Ankush Chibber

|
2 June 2010

Some of the most successful enterprises in the world have come out of a need for something that was not
available. Back in 2007, Aruna Kappagantula of Hyderabad was also looking for something that wasnt
available: a particular kind of table.
I was doing up my house and needed a specific table for it, she says. When I couldnt find it in the city, I
went on the Internet where I chanced upon bamboo furniture. Till then, I had never seen or heard of
bamboo. That search led her and her husband Prashant Lingam to set up Bamboo House India. The
company is a social enterprise that promotes the use of bamboo as an eco-friendly substitute to wood,
steel, iron and plastic and also generates livelihood for artisans in the bamboo sector.
The search for that table let us understand this plant and also the skills of people in the tribal areas who
work with bamboo, Lingam says. Till then, we thought bamboo was only good for scaffolding.
This search and eventual fascination came for Kappagantula at a time when she had just got married and
was looking for a new career. It was her husband who pushed her to start exploring the world of bamboo
furniture and whether there was a business model there. The two scoured the Internet for more
information on bamboo cultivation and furniture and were eventually led to Professor M.P. Ranjan, Head
of the Centre of Bamboo Initiatives at the National Institute of Design, Ahmedabad.
It was Professor Ranjan who introduced us to the amazing world of bamboo furniture and a community in
the village of Katlamara, Tripura, on the India-Bangladesh border that made amazing bamboo furniture,
but was languishing in neglect, Lingam adds.
Kappagantula decided that she would take up the community and work with them to manufacture bamboo
furniture. She initially thought she could establish a link up with them and then the process of ordering
and manufacturing could be set up. However that turned out to be more than just a long shot.
There were many barriers, she recalls. The villagers spoke only in their native dialect. There were no
phones, mobiles or the Internet. No courier went to these village and even postal services were
rudimentary. The roads to the villages went through insurgent territory.

But Katlamara was important to the duos business plans. The village is home to perhaps the best
bamboo species in the worldThrystostachys Oleverii. It offers the best range, height, growth and
flexibility to make everything from handicrafts to bamboo housing. Government apathy, however, had left
the artisan community and trees in a state of rot.
The neglect actually opened up doors for another partyusto come in and give these artisans a
second shot at livelihood, Lingam says. It took us four months, a couple of trips, and countless meetings
with the community elders, but we finally caught a break there. My wifes mastery of Bangla helped.
The duo managed to get seven main artisans back to their trade by offering a compensation of around
Rs.30,000 for six months with no delivery commitments, and further agreed to buy whatever they
producedat their prices. The channel was now open. The couple would call once every week at the sole
telephone 80 kilometers from the village to relay orders and for the artisans to communicate any of their
issues.
The groundwork was also put up by Aruna in training the artisans, Lingam says. She taught them how
to use a laptop, e-mail and the Internet. Also, the artisans were making very rural focused products like
baskets. Aruna exposed them to more urban designs that would sell well to the city clientele.
However, even though the couple had got the supply side fixed, they were really not sure what kind of
bamboo furniture would be accepted as it was still a nascent concept. Lingam says that they
conscientiously decided to spare some time first and research the market. They went across India, talked
to furniture showrooms, attended exhibitions and even set up a website to provide information on bamboo
and why it makes for good, reliable furniture.
All of that culminated in the opening of their first showroom, Bamboo House, at their home in January
2008. A second showroom has also been opened recently in the more upmarket area of Banjara Hills in
Hyderabad. The response to the showrooms has been greatenough for the couple to consider ramping
up their production from 400 pieces a month to over a 1,000 a month. The response has been great and,
in fact, we have had 90 franchise enquiries and more from overseas, he adds. But we want to take it
slow as we realize that we still have several constraints that need to be opened up.
Funding is one of them, according to him. Till date, he has invested over Rs.10 lakh of his own. Lingam
has also approached many organizations that are sitting on funds meant for the promotion of bamboo,
and lobbied hard with them for grants that would help market these artisans products.
Even as Bamboo House is working on setting up exclusive bamboo showrooms, it is also working on
commercializing IIT-Delhis bamboo bowbeam technology for rural housing. Also on the cards is a
manufacturing facility for bamboo pole-based housing structures, a bamboo pole-based furniture
manufacturing unit in Andhra Pradesh, and a bamboo mat training and production unit in the duos city.
However, these plans may take a while, as they are dependent on certain government grants. Our
business is scalable, but not rapidly scalable, Lingam adds. Even with our relatively high margins, break
even is not close.
Bamboo Houses biggest roadblock:
The Indian Forest Act of 1927, which classifies bamboo as a tree, not grass. That ruling means that it
cannot be harvested and then transported elsewhere. In addition, the Act rules that the bamboo belongs
to the tribals of the area. This means that only they can harvest it. This further means that Lingam and
Kappagantulas expansion plans will always be choked by a much-throttled supply

Business plan (ready)

Product and Service Description

Overview of Products & Services

Bamboo YogaPlay is an eco-friendly Costa Rican resort that focuses on the teaching and practice of
movement and healing arts. Guests are able to enjoy a variety of amenities at this full service resort,
including hotel rooms and suites, movement arts classes, massage and other spa treatments, and
adventure tours through the lush Costa Rican rainforest. Bamboo YogaPlays unique focus and services
create an experience not offered anywhere else in Costa Rica.

Location
Bamboo YogaPlay is located in Dominical, a coastal town on the Pacific side of the richly bio-diverse
country of Costa Rica. The resort is located three hours south of Costa Ricas capital, San Jos, and rests at
the base of forested mountains at the mouth of the Baru River. It sits on the northern border of the Osa
Peninsula, a region recognized as the most bio diverse place on earth by the United Nations and National
Geographic Society. Despite its untouched natural surroundings, Bamboo YogaPlay is easily accessible
from the main Interamericana Sur highway, especially after the completed construction of a highway from
San Jose to the western coastal region of the country.[1] There have also been discussions of building an
international airport in the region south of Dominical. The Bamboo YogaPlay resort is located on a lot
adjacent to the river, and is a short walk from the beach. The prime location offers easy access to a variety
of adventure tour opportunities as well.

Costa Rica is one of the most environmentally rich countries in the world, harboring more than 90,000
known species, which alone, accounts for 5% of the worlds biodiversity despite making up only .03% of
the worlds land mass. The country is covered by tens of thousands of acres of government-protected rain
forests and cloud forests, active volcanoes, beaches and waterfalls.[2] Costa Ricas environment and

climate, which maintains an average temperature of 72 degrees during the winter and an average of 85
degrees during the summer, provides an unparalleled experience for travelers, stimulating a growing
ecotourism industry throughout the country over the last two decades. [3]

ACCOMMODATIONS
The Bamboo YogaPlay Expansion Plan calls for a total of sixteen guest rooms. Four of the rooms are
standard rooms and twelve are suites. The standard rooms include a queen sized bed and full bathroom,
and accommodate up to two people. Suites have all of the amenities of a standard room, and also include
a pull out couch and can accommodate up to four people. All rooms are furnished with linens, mosquito
nets and toiletries for each guest. The accommodations are located in five detached, two-story buildings in
the center of the property, each of which includes two rooms. Two more rooms are located riverfront
under the studio. The Bamboo YogaPlay Expansion Plan also incorporates two dedicated staff living
quarters with bathrooms and a shared kitchen, and the existing house will eventually transform into an
apartment for the hotel manager. The rooms are constructed out of shipping containers and sustainably
harvested bamboo, which are less expensive than traditional building materials and allow for significantly
faster construction. In addition, the use of recycled shipping containers and bamboo aligns with Bamboo
YogaPlays eco-friendly values while still providing high quality rooms for guests. All rooms will maintain
high quality finishing and furniture throughout.

MAIN STUDIO BUILDING

On the far side of the resort lies the main studio building which will provide space for Bamboo YogaPlay
to offer many of its services. On the upper floor of the two-story building, Bamboo YogaPlays various
workshops and movement arts services will be held in the 1600 square foot open-air yoga studio. The
netted studio will be equipped with bamboo flooring, a state of the art sound system and wall mirrors. The
studio will also include aerial rigs, yoga swings, yoga equipment and props, including mats and bolsters.
The studio will provide a view of the ocean, river and jungle in the surrounding areas. The yoga studio will
accommodate up to 60 yoga mats.
On the first story, the hexagonal building opens into a central entry space that can be used for an art
installation. The upstairs is supported by five container rooms where a variety of services will be provided.
These rooms include a recording studio, a room for massage and spa services, two river view suites and
pool access with showers. The first floor of the main studio building also includes a handicap bathroom
and storage space. The Bamboo YogaPlay Expansion Plan will comply with all Instituto Costarricense de
Turismo (ICT / Costa Rican Tourism Institute) regulations to obtain ICT eco-friendly certification and
other benefits such as tax exemptions that come with this ICT status.

RESTAURANT AND JUICE BAR

The Bamboo YogaPlay Expansion Plan includes a restaurant and juice bar on site for guests and other
patrons to enjoy. The restaurant will offer high quality, healthy dining and the juice bar will offer
smoothies, drinks and snacks. These establishments will be subcontracted to individuals with the same
vision of ecological friendliness.

BOUTIQUE RETAIL STORE

The Bamboutique is a boutique retail store that is currently one of the most hip and unique stores in
Central America. The Bamboutique carries exclusive lines of clothing, accessories and other items that are
available at a very limited number of retailers around the world. The Bamboo YogaPlay Expansion Plan
increases the size of the resort and improves the finishing of the existing store, as well as incorporating
stairs, bathrooms and upstairs office space.

SERVICES
Bamboo YogaPlay provides a wide variety of services focused on the healing arts, aiming to bring the
body, mind and spirit connection into balance through a variety of body based and/or expressive arts
modalities. Other services that are available for guests include spa treatments and chair and full body
massages. Various styles of yoga and workshops are available on a set schedule for guests to work on
posture, physical strength, meditation and relaxation. Private classes and other classes such as belly
dancing and African dance are also available. The teachers and instructors that provide these classes are
of very high caliber, many of which are the worlds foremost experts in the disciplines of movement arts.

ADVENTURE TOURS
Various excursions are available to guests in which local experts guide them through the lush Costa Rican
environment. Some of these adventure tours include surf classes, scuba diving, canopy tours and waterfall
tours. These services are subcontracted to local service providers through a revenue share model.

RETREATS
Bamboo YogaPlays facilities are also available for exclusive retreats. Teachers, instructors or other
leaders of groups are invited to enjoy full access to Bamboo YogaPlays facilities and services to provide
courses and certification for students, as well as other group activities. Retreat guests will have full access
to the Yoga Studio, pool and hotel rooms. Bamboo YogaPlay will also provide customized retreat packages
that include other amenities such as massages, adventure tours and food.

OTHER SERVICES AND AMENITIES

Bamboo YogaPlay also offers the following services and amenities to ensure a positive experience for
guests: 24 hour hotel staff and security, secure parking on the Bamboo YogaPlay property and daily maid
service.

Product & Service Advantages

The main product advantage of Bamboo YogaPlay is its focus on expressive healing arts, which arent
offered in the same way by any other Costa Rican resort. Another major advantage held by Bamboo
YogaPlay is the expertise of Sofiah Thom and other world-class instructors, whose background and
education in movement arts gives guests a unique and valuable experience that they will never forget.
Bamboo YogaPlay is also significantly more affordable than their competitors around the same area.
Bamboo YogaPlays location within Dominical provides several advantages. The resort is located off a
busy road which generates walk in customers for classes and other services, rather than just guests with
reservations. Bamboo YogaPlay is just a two-minute walk from the beach and river, and walking distance
to the nearby community and amenities.
On a larger scale, the location of Dominical provides several advantages. The resort is located
approximately 2 hours by car from San Jose, the capital of Costa Rica, where most international
tourists arrive. Dominical is also within walking or close driving distance to many of the environmental
attractions that Costa Rica has to offer, including the Nauyaca waterfall and the Marina Ballena National
Park.
Another major advantage that Bamboo YogaPlay holds is the success and popularity of the Bamboutique.
The popularity of this retail store makes it a much greater revenue source than most hotel retail shops,
and also adds to the value of the overall experience at Bamboo YogaPlay. While many other hotels and
resorts have retail shops to provide an additional source of revenue, the Bamboutiques exclusive products
and popularity provide another compelling reason to visit Bamboo YogaPlay.
Another advantage of Bamboo YogaPlay is its emphasis on eco-friendly practices. This is apparent in
many aspects of Bamboo YogaPlay, including its use of recycled shipping containers and sustainably
harvested bamboo for resort construction, plans for solar power implementation, permaculture emphasis
and eco-friendly products found in the Bamboutique.

Current Status & Development

Bamboo YogaPlay has been operating since 2007. Currently, guest amenities include 3 guest rooms, two
shared bathrooms and an outdoor kitchen. There are also many services available to guests including
public and private studio classes, massages, adventure tours and more. The Bamboutique is also currently
fully operational.
Thus far, Bamboo YogaPlay has focused its efforts on providing yoga and other classes and retreats to
tourists and locals, as well as operating the Bamboutique. Up to this point, providing rooms to hotel
guests has not been a main point of emphasis. However, Bamboo YogaPlay has had significant demand
for these rooms and has accommodated guests, even though the Company has not undertaken any
marketing efforts to advertise these rooms.
Bamboo YogaPlay is currently looking to expand, growing to 16 hotel rooms. This will give Bamboo
YogaPlay the capacity and amenities to become a full service resort, as well as meet the demand of retreat
groups. Construction of the new Bamboo YogaPlay resort will include the following:

16 new, eco-friendly rooms created from shipping containers;

Swimming pool and Jacuzzi;

An additional story on the main building, which will include storage, a recording
studio, a massage/spa room and pool entry/shower room, and two suites;

A restaurant;

A juice bar;

Storage/Employee rooms (converted from the 3 current hotel rooms); and

Hotel Managers living quarters/apartment

Below is a mock-up of the Bamboo YogaPlay Expansion Plan:

[1] Costa Rica Concludes Costanera Sur Highway. Central America Data. Business to Business. 30 April
2010. Web. July 2012.
[2] Costa Rica National Parks and Reserves. Go Visit Costa Rica. Web. July 2012.
[3] Costa Rica Climate, Weather & Maps. 1costaricalink. Web. July 2012

Executive Summary
Executive Summary
This business plan is written as an operational guide for internal management as well as to reveal Bamboo
YogaPlays investment opportunity for financial investors. This plan will show that: 1) a significant market
opportunity exists when analyzing the current market demands and competitive landscape; 2) the
management team set in place is well-qualified to execute on a comprehensive operational, marketing and
sales plan; and lastly 3) the correct capital structure will allow for a long lasting, profitable business.
Bamboo YogaPlay is an eco-friendly resort that provides guests with an opportunity for adventure, retreat
and creative exploration in paradise. Established in 2007, the resort is located in the town of Dominical,
Costa Rica, on a riverfront property, with just a two-minute walk from the beach. Dominical is located in
the Southern Zone of Costa Rica, which is currently a hot spot in a country where tourism is booming.
Bamboo YogaPlay is an all-inclusive resort with amenities that feature yoga and movement arts classes,
spa services and adventure tours. The resort is also home to the Bamboutique, a retail store offering
exclusive, high quality clothing and accessories. The grounds include an open-air yoga and movement
studio. Additionally, Bamboo YogaPlay emphasizes eco-friendly practices in all areas of the business. This
is evidenced on site by eco-friendly products, wastewater treatment systems and use of recycled shipping
containers and bamboo for construction. Shipping containers are not only an environmentally friendly
building material but also represent one of the least expensive and fastest ways to build; bamboo is
recognized a low-impact, sustainable and inexpensive resource given its abundance and rapid rate of
growth.
Currently, Bamboo YogaPlay offers three guest rooms. The Bamboo YogaPlay Expansion Plan looks to
develop facilities to include 16 guest rooms and offer other amenities including a pool, restaurant and
juice bar, as well as upgrading existing facilities to accommodate a dedicated spa/massage room, a
recording studio and more. Bamboo YogaPlay has been operating since 2007, and has succeeded in
creating the hippest retail store in Central America, as well as generating significant popularity and an
international reputation for excellence in group and private movement arts classes.
The resorts services focus on traditional and movement arts, providing expert training in yoga, dance and
many other movement related art forms. Classes are taught by some of the worlds foremost experts, and
are available as group classes, private classes and/or retreats. Many of these classes are taught by Bamboo
YogaPlays Co-Founder Sofiah Thom, who offers classes, workshops and retreats for individuals or groups
in yoga, dance and the healing arts. Sofiah combines dance, yoga, breath work, expressive healing arts and
Tantric Buddhism into her work and has appeared as a performing artist and workshop facilitator at
International events including the Bali Spirit Festival, Bhakti Fest, Earth Dance, Envision Festival,
Lightning in a Bottle and Subud World Congresses, as well as many private workshops around the World
for the last 10 years. She has been featured in Yogi Times, International Living, Yoga Magazine, Conscious
Dancer Magazine, Origin Magazine and Elephant Journal. Sofiah is a prominent figure in the world of
movement arts and has strong relationships with many of the most influential leaders in these circles,
providing a great advantage for Bamboo YogaPlay.
Brendan Jaffer-Thom is the Co-Founder of Bamboo YogaPlay. Having lived in Costa Rica for 20 years,
Brendan has significant experience in construction and project administration in Costa Rica. Brendan is
the Founder and CEO of Costa Rica Contractor, one of the premier developers of custom homes in the
Southern Zone of Costa Rica. He has founded several other companies in Costa Rica, including Jardines
De Osa SA, Gaia Wireless SRL and Nexus Security Services SA, all of which are related to the development
and continued functionality of businesses and residences in Costa Rica. Brendan also has a strong
background in ecology and permaculture, which he implements into his projects from the design stage
forward.
The tourism industry in Costa Rica has been booming for decades. The northwest regions of the country
have been popular amongst tourists for years, but now many tourists have moved south. Tourism is a
significant economic force in Costa Rica, bringing in over $2 billion annually from 2.2 million visitors per
year as of 2008. This market is expected to grow by 8% annually through 2014. In such a large industry,

competition is expected. There are hotels and resorts throughout the country serving a variety of market
needs, from 5 star resorts to budget motels and hostels. There are other resorts in Costa Rica, such as
Anamaya and Blue Spirit that offer similar movement arts classes and an eco-friendly environment.
However, Bamboo YogaPlays paradise-like location in Dominical, expert staff and instructors,
competitive pricing and high quality of service gives the resort the advantages it needs to succeed.
Bamboo YogaPlay currently has a net worth of over $350,000 and expects massive growth after
expansion. The company expects revenues of $465,214 in its first full year after expansion, which will
grow to $787,248 by its fourth full year after expansion.
The Company is looking for $700,000 in equity funding from private investors. These funds will be used
for the costs of construction in expanding the resort from 3 to 16 rooms and upgrading its amenities.
These funds will also be used for initial operating costs, such as employees and marketing. Investors in
Bamboo YogaPlay will have both time-share and profit share opportunities.

Mission and Vision

Mission Statement
To provide an eco-friendly healing arts center and retreat space that includes lodging, movement and
recording studios, healthy food options on site and an eco-conscious boutique. Bamboo YogaPlay
maintains an environment for relaxation, play, adventure, and creativity, through classes, workshops,
custom retreats, and adventure tours. The Company is committed to excellence in customer service and
continually aims to inspire.

Core Values
Bamboo YogaPlays core values are centered on a commitment to excellence in service, products and
experience. Core values are integrity, eco-consciousness, artful expression and playfulness.

Core Purpose
To create a sanctuary for living artfully.

Vision
To create a fun and transformative experience for guests and shareholders while improving their health,
prosperity and overall sense of well-being

Market Analysis
The Addressable Market B2C
Bamboo YogaPlay is an eco-friendly Costa Rican resort that emphasizes unique services including yoga
and healing arts. Bamboo YogaPlay is part of Costa Ricas tourism sector, which in 2009 included 2.29
million international visitors. Bamboo YogaPlays target market is a dynamic group of travelers who wish
to learn more about and express themselves through an artistic outlet and enjoy the ecotourism and
adventures that Costa Rica has to offer in a relaxing environment. These eco travelers generally take part
in Bamboo YogaPlays yoga and healing services, as well as enjoying wildlife excursions such as canopy
tours, horseback riding, or hiking. Bamboo YogaPlay looks to take advantage of the Costa Rican tourism
market that has experienced steady growth over the past several years, a trend which is expected to
continue for the foreseeable future. Bamboo YogaPlay is also in a position to take advantage of the
worldwide increase in eco-tourism, and the improved access to the Southern Zone of Costa Rica.

The first segment that Bamboo YogaPlay is targeting is North American Tourists. North Americans tend
to travel most during their summer and winter seasons. Members of this segment have generally traveled
in the past, and may have visited other ecotourism locations.

The second segment which Bamboo YogaPlay targets is European travelers. Europeans generally have
longer holiday periods and wish to travel to warmer locations during their winter season.
The third segment is tourist from other countries in the Americas, which consists of countries that are in
Central and South America as well as Mexico. These travelers have an above average living standard
compared to the rest of their country and can afford to travel, but generally have less disposable income
than the other market segments.

B2C Market Segmentation

The following tables provide information and statistics on Bamboo YogaPlays target market segments:

Size

NORTH AMERICAN TOURISTS

(US, CANADA, MEXICO)

EUROPEAN TOURISTS

CENTRAL/SOUTH
AMERICANS

712,789 visitors Q1-Q3 2009,

44% of tourist arrivals to Costa
Rica are from USA/Canada

187,486 visitors 712,789 visitors

Q1-Q3 2009, 14% of tourist
arrivals are from Europe

537,645 visitors 712,789 visitors

Q1-Q3 2009, 40% of tourist
arrivals are from other Americas

DEMOGRAPHICS

Age range

18-45

18-45

18-45

Location

North America

Europe

Central/South America

Income
level

$35,000 and up

$31,250 and up

$20,000 and up

PSYCHOGRAPHICS

Personality

Curious, open minded, wants to experience new things. Optimistic and positive personality.

Values

Passionate about travel; values keeping a healthy body, spirit, and mind; Treating the environment
properly is important to them. Has limited time and funds to travel, so they it is important to them to
have a great experience in their vacation time.

Interests

Surfing, Yoga, environmental sustainability, traveling, outdoor activities

Lifestyle

Is likely to have a typical full time job in the country where they live and have limited vacation time.
Lives a conscious lifestyle when it comes to their body, mind, spirit and the environment around them.

INTERNATIONAL TOURIST ARRIVALS TO COSTA RICA Q1 THROUGH

Q3 2009
JAN

FEB

MARCH

APRIL

MAY

JUNE

JULY

AUG

SEPT

TOTAL

Total
International
Tourists

222,664

168,164

179,772

165,352

130,536

158,972

180,792

159,025

113,083

1,478,360

North
America

89,143

84,721

99,413

79,455

68,935

86,289

89,832

72,692

42,309

712,789

Central
America

90,196

48,049

42,517

52,880

36,940

46,036

48,651

45,655

44,606

455,530

South
America

12,838

8,906

8,884

8,482

7,249

8,192

9,794

9,566

8,204

82,115

Europe

25,729

22,676

23,987

19,830

13,325

14,395

27,577

26,196

13,771

187,486

Market Trends & Growth Patterns

While the global recession caused a decrease in tourism to Costa Rica from all around the world, the
largest decrease was seen from United States residents. However, the tourist market in America is
growing due to the large baby boomer generation. More than ever before, the baby boomer generations
(those born between 1946-1964) are traveling overseas.[1] Tourism arrivals in Costa Rica have increased
from 1.72 million in 2006 to 2.15 million in 2008 and 2.29 million in 2009. In spite of the recession, the
market is expected to grow 8% per year through 2014.[2]
Throughout the three target market segments, the winter and summer season have the most traffic into
Costa Rica. Winter/holiday season of December and January is the highest volume of travelers. The
summer months of June, July, and August also demonstrate higher numbers of travelers.

Market Size & Potential

In the first three quarters of 2009, there were 1,478,360 international tourist arrivals in Costa Rica. Of
those travelers 712,789 visitors are from North America, 187,486 are Europeans, and 537,645 are visitors
from Central and South America.
28.7% of travelers from the United States express interest in visiting Costa Rica, a market of 14.2 million
people.[3]

[1] Honey, Martha & David Krantz. Global Trends in Coastal Tourism. 2007. CESD
[2] Costa Rica Tourism Report Q4 2010. Companies and Markets. Web. July 2012.
[3] The Potential for Costa Rica. Costa Rica Tourism. Web. July 2012.

Industry Analysis
Industry Overview
This section is an analysis of the industries in which the Company operates. Furthermore, information
regarding industry participants, general trends and regulatory and economic factors are presented.

INDUSTRY DEFINITION
Bamboo YogaPlay is categorized as part of the tourism industry in Costa Rica, more specifically, the
accommodation and food services sector of the tourism industry. Costa Ricas tourism is one of the fastest
growing economic sectors in the country, and is expected to grow significantly in the western coastal
region of the country, where Bamboo YogaPlay is located. The following table provides an overview of the
accommodation and food services sector in Costa Rica:
INDUSTRY OVERVIEW
Name of Sector

Accommodation and Food Services

Name of Industry

Tourism
$2.2 billion per year in Costa Rica

Industry Size

2.29 million visitors in 2009

Government regulations
that affect Industry

1995 Certification for Sustainable Tourism Program (CST) by SETENA

1996 Ecological Blue Flag program

Costa Rica Tourism Industry

INDUSTRY SIZE
Costa Rica is the most visited country in the Central American region, earning $2.2 billion per year from
tourism. It brought in over two million foreign visitors in 2008, about 436 visitors per thousand
inhabitants. Most of its visitors come from the United States and Europe. Following not far behind are
Costa Ricas neighboring countries in Central America such as Nicaragua. Revenues from North America
and European travelers alone created expenditures of just over $1,000 per tourist in 2008.

There are 499 hotels located throughout Costa Rica. In the region of Puntarenas, where Bamboo YogaPlay
is located, there are 90 hotels.[1]

HISTORY & GEOGRAPHY

Beginning 1987 tourists came pouring in from Europe and America, reaching 2.29 million foreign visitors
in 2008. In 2008 tourism contributed 7.2% of the countrys GDP and 22.7% of foreign exchange
generated by all exports.[2]
Costa Rica quickly became known for its natural reserves and national parks as well as a top travel
destination for eco-tourism beginning of the 1990s. The country has a system of national parks and
natural reservations covering 28% of the countrys land.
Costa Rica is one of the most environmentally rich countries in the world. Despite its small size, the
country has high levels of biological diversity with some 12,000 species of plants, 1,239 species of
butterflies, 838 species of birds, 440 species of reptiles and amphibians and 232 species of mammals.
Costa Rica is famous amongst tourists, scientists and governments alike for its world-class national park
system. There are approximately three dozen parks composed of national parks, biological reserves,
wildlife refuges, monuments and recreational areas. These make up almost 12% of Costa Ricas
landmass.[3]
Costa Rica is located in Central America, bordered by Nicaragua to the North and Panama to the South
with the Pacific Ocean to the West and Caribbean Sea to the East. Since Costa Ricas recognition as a top
travel destination in 1999, it has earned more foreign exchange than its top agricultural products
combined, valued at more than 1.92 billion dollars a year.[4]

LOCAL GOVERNMENT REGULATIONS AND DEVELOPMENT

The Costa Rican government has put an emphasis on keeping the environment healthy in order to ensure
its ability to provide its services as a tourist site. In 1995, a law drafted by the Costa Rica Tourism Institute
(ICT) was signed into legislation, creating the Sustainability Certification Program (CST) for tourist
ventures. It categorizes and distinguishes the establishments that demonstrate sustainability within their
operations, which respects the management of natural, cultural, and social resources. SETENA
(Secretarua Texnica Naconal Ambiental), a government agency, was established to study the land before
any construction can be authorized.[5]
Developed in 1996, Bandera Azul Ecolgica (Ecological Blue Flag) is intended to promote ecological
developments in order to counteract the negative effects of mass tourism. The program promotes the local
costal community to assemble against pollution and to help protect the environment. This insures the
maintenance of quality beaches, seawater, access and quality of drinking water by overseeing water and
waste management, security and environmental education. Depending on their eco-friendliness, an
establishment may be awarded up to four leaves (stars).
Establishments with high CST and Blue Flag ratings are highly publicized to potential visitors. In 2009, 61
out of 81 applicants won this distinction and just two obtained the highest rating. Bamboo aims to receive
four leaves (stars) to earn the highest distinction available.

INDUSTRY PARTICIPANTS
The participants in the tourism industry in Costa Rica consist of two different types of
accommodations.[6] The higher forms of accommodations are the hotels and the resorts, and make up of
most of the industry in Costa Rica. These offer higher quality rooms with air conditioning, private
bathrooms, fresh linens, laundry service and an onsite restaurant for guests. Additional services that
hotels may offer include health spas, beauty salons, swimming pools and fitness centers.
Motels, bed and breakfasts and hostels are the other form of accommodation more geared for the
budgeted traveler. They may lack some the amenities that the hotels and resorts mentioned above offer,

such as an onsite restaurant, air conditioning, laundry services and continental breakfasts. In hostels,
bathrooms are shared and there is usually an onsite kitchen in which guests may cook your own meals.
Bamboo YogaPlay is part of the hotels and resorts segment of the industry, providing air-conditioned
hotel rooms, a restaurant, yoga studio, swimming pool and health spa services.

Industry Trends and Growth

INTERNATIONAL TOURISM
The tourism industry in Costa Rica has seen growth in all areas over the past two decades. Despite having
been one of the worlds fastest growing economic sectors, its worldwide revenues declined slightly due to
the global recession. In 2009, international tourist arrivals worldwide are estimated to have declined by
4% to 880 million. Yet, in 2010, it is forecasted that the industry will grow again by 3% to 4% as the global
economy begins to recover. The World Tourism Organization (UNWTO) expects international arrivals
around the world to grow to at least 1.5 billion people in the next 10 years.

CURRENCY EXCHANGE
It is not uncommon to pay in US dollars in the tourism industry in Costa Rica. The strengthening of the
Costa Rican Colon in relation to the US Dollar has resulted in a 4% increase in Costa Rican consumer
prices, which is largely due to the weakened position of the US Dollar caused by the recession. [7] While
this brings up the cost for Costa Rican businesses to provide services, it also combines with the 9%
increase in tourist arrivals and 6.5% increase in tourist revenue to suggest a strengthening, stable Costa
Rican economy that will support the growth of the tourism industry over the next several years. As of
2010 more than $200 million in hotel projects have been initiated on the western coastline of Costa
Rica.[8] This investment is another strong sign that the Costa Rican tourism industry growth is expected
to continue, especially on the West Coast of the country.

MARKET & ECONOMIC FACTORS

The global recession caused a decrease in arrivals to Costa Rica all around the world. However, the growth
in popularity of eco-tourism, among other trends, has led to an increase in tourism in Costa Rica over the
last several years. Tourist arrivals in Costa Rica have increased from 1.72 million in 2006 to 2.15 million in
2008, and 2.29 million in 2009. In spite of the recession, the market is expected to grow 8% per year
through 2014.[9]

[1] Costa Rica hotel Directory. VisitCostaRica. Web. July 2012.

[2] Annual Report 2008. Department of Economics ICT (2008). Institution of Tourism. Web. July 2011.
[3] Costa Rica. Mongabay. Web. July 2012.
[4] Pais cierra el ano con Ilegada de 1,9 millones de touristas, Naicon. 19 Dec 2007. Web. June 2012.
[5] Sustainability CST. Costa Rica. VisitCostaRica. Web. July 2012.
[6] United States Department of Labor. Occupational Outlook Handbook. Bureau of Labor Statistics.
Web. July 2012.
[7] Williams, Adam. Tourism Industry Battered by Exchange Rate High Colon Hits Hotels. Tico Times. 5
November 2010. Web. July 2012.
[8] North Pacific: A Perfect Blend. Costa Rica Real Estate. Web. July 2012.

[9] Costa Rica Tourism Report Q4 2010. Companies and Markets. Web. July 2012.

Competitive Analysis
This section provides a scouting report of the market terrain that Company must navigate in order to be
successful in the industry. The Companys competitors are assessed in detail and the Companys
competitive advantages are presented.

Competitive Overview
Bamboo YogaPlay, located in Dominical, Costa Rica, is part of the ecotourism industry. The ecofriendly
resort includes a full complement of amenities, including airconditioned rooms with maid service, yoga
and other movement arts classes, spa and massage services, adventure tours, a restaurant, and the
internationally known Bamboutique retail store.
There are many competing hotels throughout Costa Rica. However, Bamboo YogaPlay has a variety of
important advantages that will lead to its success in the market. The first of these includes Sofiah Thom
and the other instructors and teachers that Bamboo YogaPlay has connections/alliances with, who are
some of the world leaders in various movement arts disciplines. Furthermore, Bamboo YogaPlay also has
a major advantage in its river and beachfront location in Dominical, an up and coming tourism area of
Costa Rica. The Company also gains a major advantage from its already highly successful and popular
Bamboutique retail store, which provides an extra draw for guests considering staying at Bamboo
YogaPlay. Finally, the resorts environmentally conscious nature provides great appeal to ecotourists, a
growing segment of tourist consumers that hold environmental impact in high regard.
Direct competitors in the tourism industry are both ecolodges and hotels that offer similar healing
services that Bamboo YogaPlay has to offer in Costa Rica. Examples of the companys top direct
competitors include Blue Spirit Retreat, Samasati Nature Retreat and Anamaya Resort.
Indirect competitors are both ecolodges and accommodation services in Costa Rica that do not offer any
holistic services but serve as a place to stay. Such establishments include Adventure Park & Hotel Vista
Golfo, Lapa Rios and Domilocos.
The map on the following page shows the location of Bamboo YogaPlay in relation to the Companys
direct and indirect competitors.

Direct Competitor Analysis

The following chart provides information and statistics for Bamboo YogaPlays direct competitors:

BAMBOO YOGAPLAY

BLUE SPIRIT RETREAT

SAMASATI NATURE
RETREAT

ANAMAYA RESORT

Owner/CEO

Sofiah Thom & Brendan Jaffer

Stephan Rechtschaffen

Chiara & Silvia Zan

Geoff McCabe

Company
HQ

Playa Dominical, C.R.

Nosara, C.R.

Puerto Viejo, Talamanca,

C.R.

Montezuma, Puntarenas, C.R

Founded

2007

2009

1994

2009

Phone (US)

415 548 0370

646 833 3410

1 800 563 9643

415 704 5024

Website

www.bambooyogaplay.com

www.bluespiritcostarica.com

www.samasati.com

www.anamayaresort.com

Entity

Proprietorship

Partnership

Partnership

Partnership

Locations

Employees

5-10

20+

5-15

10-15

Service
Summary

Provide a truly eco-friendly

environment for retreat, adventure
and exploration.

Provide a setting for spiritual

transformation, personal
development, and sustainability.

An establishment for
complete relaxation.

Providing a healthy living

luxury hotel.

Services
Offered

Yoga workshops; Studio rental;

Massages; Spa treatments;
Retreats; Restaurant; Wi-Fi;
Healing Arts; Pool / Jacuzzi; Yogi
certification; Recording studio.

Yoga workshops; Retreats; Caf;

Buffet; Spa Treatments; Wi-Fi;
Laundry services; Rooms,
cottages and boutique tents.

Yoga workshops; Rooms

and bungalows; Guest
houses; Yoga rooms; Spa
treatments; Ecoexcursions; Honeymoon
packages; Restaurant;
Yogi certification.

Yoga, dance and surf

workshops & retreats;
Restaurant; Eco-excursions;
Performances; Rooms, cabins
and guest houses; Spa
treatments; Yogi Certification

Target
Market

People interested in ecotourism,

personal development, yoga
wellness and adventure

Any individual who is interested

in ecotourism, personal
development

Individuals, couples or
groups wish to enjoy the
ecotourism

Individuals, couples, groups

who are seek personal and
healing growth, open to new
adventures

Yoga Retreats: $1600-$2600;

Tents: $170 per night; Rooms:
$200-$360; Cottages: $190-$215

Spa treatments: $75-$125;

Rooms: $85-$125;
Retreats: $925-$1,582;
Packages: $2300-$4,000;
Eco-excursions: $5-$88;
Yogi Certification: $3,250
+

Spa: $40-$100; Rooms: $145

$345; Workshops: $12;
Retreats: $1300-$3000; Teach
training: $3000-$5000; Ecoexcursions: $40-$600;
Restaurant: $17-$40

Small, family run

establishment. Evening
entertainment for guests. Offe
raw, organic, vegetarian meal
Infrared Sauna

No boutique, does not offer

economic accommodations

Pricing

Spa treatments: $70; Rooms: $65$105/night; Yoga Studio: $60 hr $500 day; Workshops: $15-$250;
Retreats: $800-$3000;
Packages:$490-$1500

Strength

Lowest prices for services offered.

Close to beach and national
reserve. Informative website.
Small, family friendly staff.

Close to Liberia International

Airport. Offers accommodation
for economic guests.

Near the beach, rooms are

detached more of a home
feeling. Offer Ayurvedic
Treatment

Weakness

Significant Construction needed

Website lacks information, not

easily accessible.

Does not offer any dance,

or creative workshops.

Indirect Competitor Analysis

The following chart provides information and statistics for Bamboo YogaPlays indirect competitors:

Owner/CEO

BAMBOO YOGAPLAY

ADVENTURE PARK & HOTEL

VISTA GOLFO

LAPA RIOS

VILLA
& BEA

Sofiah Thom & Brendan Jaffer

N/A

John and Karen Lewis

N/A

Company HQ

Playa Dominical, Dominical,

C.R.

Miramar, Puntarenas, PO 025550, C.R.

Playa Carbonera, Puerto Jimenez, C.R.

Domini

Founded

2007

N/A

1990

N/A

Phone (US)

415 548 0370 (US)

1 800 953 8262

No US number

No US

Website URL

www.bambooyogaplay.com

www.adventureparkcostarica.com

www.riolindoresortcostarica.com

www.vi

Entity

Proprietorship

Proprietorship

Proprietorship

N/A

Locations

70

Employees

510

100+

20+

N/A

Service
Summary

To provide a truly ecofriendly

environment for retreat,
adventure and creative
exploration.

An exciting ecolodge which offers

teambuilding activities and
ecoexcursions throughout their natural
reserves.

To bring awareness to guests about

sustainability of the environment and
bring
an exciting environment to be a part of.

Provide
accomm
and fam

Services
Offered

Yoga workshops; Studio rental;

Massages; Spa treatments;
Retreats; Honeymoon
Packages; Pool; Boutique;
Teacher Trainings.

Restaurant; Backpackers packages;

Family rooms; Economic rooms;
Adventure park;
Ecoexcursions; Team building
programs.

Restaurant; Wedding and packages;

Pool.

A/C roo
Restaur
treatme
Horse r
rentals/
tours; B

Target
Market

People looking for healthy

activities and
physical growth. Also
adventurers who are looking to
have fun in an exotic area.

Families, groups looking for ecotourism

and teambuilding activities. Active
travelers looking for adventure.

Active couples, honeymooners, families

(children over 6 years) looking for a
more active and uniquely personal
experience.

Active c
families
looking
vacation

Pricing

Spa treatments: $70; Rooms: $65;

Yoga studio: $60$500;
Workshops $15$65; Retreats:
$1500$3000

12 person room: $57$104); 34 people:

$68$120); Family packages:14 people:
$115$144; Activities: $25129; Team
building: $70 per person

Individual Packages: $150$690;

Family Packages: $670$2,830;
EcoExcursions:$35$65; Wedding
Packages: $750$5,500

Rooms:
$25 pp
$376$1

Strengths

Spas, holistic treatments, dance

workshop, and healing
empowerment activities.

Adventure courses and daily activities

for all ages. Team building activities.

Customer loyalty, community based

facility (yearlong staff), and
ecologically friendly.

Close p
Family

Significant Construction Needed.

Lacks yoga or expressive workshop, or

spa treatments.

Lacks yoga or expressive workshop, or

spa treatments.

Lacks r
for well
group a

Weaknesses

Competitive Advantages
Bamboo YogaPlay has several competitive advantages that stem from its location, personnel and ecofriendly accommodations. While some competitors offer similar accommodations, services or
environmental features, no other Costa Rican resort is able to combine these aspects to provide an
experience equivalent to Bamboo YogaPlays.
The location of Bamboo YogaPlay provides several distinct advantages. The resort is located on the west
coast of Costa Rica in the town of Dominical in the Osa region, which is one of the most environmentally
diverse areas of Costa Rica and the world. Bamboo YogaPlay itself is located on a riverfront property that
is just a two-minute walk to a pristine tropical beach.
The environmentally friendly nature of Bamboo YogaPlay and the Bamboo YogaPlay Expansion Plan also
provides a significant advantage. Traditional resorts tend to pay less attention to their impact, but
Bamboo YogaPlay has made a clear effort to minimize the Companys environmental footprint. Evidence
of this is visible everywhere on the resort, such as in the shipping container and bamboo construction,
solar energy, wastewater treatment and emphasis on natural light and airflow.
Like other yoga-focused retreats, Bamboo YogaPlay offers a wide variety of movement arts classes
including yoga and dance. Bamboo YogaPlays founder, Sofiah Thom is one of the worlds foremost
teachers of movement arts, and has access to other world class instructors of movement disciplines.
Sofiah has and will continue to leverage these relationships to bring the highest caliber of instructors to
Bamboo YogaPlay. This level of skill and expertise in providing these services is a significant advantage
over the average resort.
ANNUAL NUMBER OF RETREATS
Year 1

Year 2

Year 3

12

Year 4

24

Year 5

40

Barriers To Entry
One of the main barriers to entry for Bamboo YogaPlay and other potential businesses in the market is
obtaining the necessary environmental building permit from SETENA. As a result, Bamboo YogaPlay
must take the necessary steps to ensure that the resort is approved before the Company begins
construction of the Expansion Plan. Once approval for construction is received, another barrier to entry
that Bamboo YogaPlay faces is gathering the capital needed to construct the resort.
Upon opening the resort, another major barrier to entry is generating initial buzz and customer base.
Bamboo YogaPlay expects to have little difficulty in overcoming this barrier due to current demand for the
limited accomodations, Sofiah Thoms popularity, the Companys existing connections in the yoga

industry and the buzz already generated from the success of and the existing Bamboo YogaPlay studio and
the Bamboutique.

Marketing Plan
This section reveals the Companys marketing strategies including distribution channels, branding, target
marketing, pricing strategy and customer service. Furthermore, the Companys positioning statement,
strengths, weaknesses, opportunities and threats are presented.

Sales Goals
Bamboo YogaPlays main sales goal is to attract guests to stay at the resort. If sales goals are met in terms
of the number of guests paying for accommodations, then the retail, restaurant, and services categories
will also thrive. Sales goals for Bamboo YogaPlay are heavily influenced by seasonality. The table below
shows the total number of rooms Bamboo YogaPlay expects to sell annually in each of its first 5 years.
YEAR 1
(PRE-EXPANSION)

YEAR 2

YEAR 3

YEAR 4

YEAR 5

High

180

1560

1800

1944

2160

Low

126

1344

2016

2352

2520

Total

306

2904

3806

4296

4680

In year 1, while Bamboo YogaPlay is undergoing construction and has only 3 rooms available, Bamboo
expects to fill a total of 306 rooms. After the expansion of Bamboo YogaPlay, sales are projected to
increase dramatically. These sales projections are based on competitors sales information. In year 2, the
company expects to fill 2,904 rooms, at an average occupancy of 65% in the high season, and 40% in the
low season. In year 3, Bamboo YogaPlay expects sales to increase to 3,806 total rooms, with an average
occupancy of 75% in the high season and 60% in the low season. In year 4, the Company expects growth
to continue, with sales increasing to 4,296 total rooms based on average occupancy of 85% in the high
season and 70% in the low season. In year 5, Bamboo YogaPlay expects sales to reach 4,680 total rooms,
at an average occupancy of 90% in the high season and 75% in the low season.
As Bamboo YogaPlay grows, the company will hold more and more retreats, including larger groups
renting out a portion or the entirety of the Bamboo YogaPlay facility. This will allow the Company to meet
the growing sales projections more easily.

Marketing Goals
Bamboo YogaPlays marketing plan will generate the level of interest they need to meet the sales goals
listed above. Historically, the Company has found that 20% of potential guests who inquire about staying
at the hotel actually become guests. Based on this conversion rate, the table on the following page shows
the total number of leads that Bamboo YogaPlay will need to meet their yearly sales goals.

YEAR 1

YEAR 2

YEAR 3

YEAR 4

YEAR 5

Leads per Month

128

1210

1586

1790

1950

Total Leads

1530

14500

19030

21480

23400

Positioning
Bamboo YogaPlay caters to tourists and movement arts enthusiasts who are who are looking for
adventure, relaxation and creative exploration in an ecofriendly paradise. Bamboo YogaPlay serves this
need by providing an environmentally friendly resort that offers a wide variety of yoga and other
movement arts classes taught by some of the worlds foremost experts, set in the paradise of a Costa Rican
beach town. This is unlike other resorts in the country that do not offer this combination of high quality
service, ecofriendly accommodations, amenities and breathtaking location at the price Bamboo YogaPlay
does.

SWOT Analysis
STRENGTHS

WEAKNESSES

Tropical region with only a 310

degreetemperature change year round.

Close provimity to the beach and rainforest.
Environmentally friendly design and services.
The Bamboudque is a successful retail store

with highquality product lines.

Experienced yoga and acdvity instructors.
Custom vacadon and retreat packages.
Low prices compared to similar compedtors.
Yoga and similar acdvides are growing in

popularity.

Capital needed for expansion.

In an area not known for yoga.
Highly compeddve tourist locadon.

OPPORTUNITIES

THREATS

Expanding to 16 rooms.
Large and growing Costa Rican tourism

market.
Increased demand for green business

pracdces.
Costa Rican governments emphasis on

environmental protection.

Added operadonal costs from fluctuadng exchange rates.

Seasonality & weather.
Growing levels of competition.
External threats such as politcal and economic stability

in the region as well as in tourists home countries.

Branding
Bamboo YogaPlay wants customers to associate adventure, health, fitness, artistic expression, relaxation
and fun with their name and brand. The Company also wants to communicate the exotic environment and
feel of the resort while providing the yoga and movement arts focus. The name Bamboo YogaPlay clearly
alludes to the services offered, the fun and active nature of the resort and an aspect of nature and
exoticness.
The Companys tagline, A Sanctuary for Living Artfully, helps customers understand that by staying at
Bamboo YogaPlay, they will fully immerse themselves in a lifestyle of peaceful relaxation and artful
experience.

Pricing Strategy
Bamboo YogaPlay will use a discount pricing strategy, offering a unique highend ecoresort experience at
a lower price than their most similar competitors. The company will also incorporate vacation packages
into their pricing, allowing guests to purchase accommodations, classes, spa services, adventure tours and
more for a discounted package price.
Bamboo YogaPlay is also happy to use a custom pricing strategy for organizers of retreats. The Company
will work with retreat organizers to create custom retreat packages that include the specific
accommodations, facilities and services that they need for their group.

Marketing Strategies (Promotion and Advertising)

Bamboo YogaPlay will hire a marketing agency to market and promote their services. Possible marketing
strategies include:

Listings on travel websites

Social Media

Online Advertising

Search Engine Optimization

Magazine Advertisements: Conscious Dancer Magazine, Origen Magazine, Yoga

Journal

Local Phone Book and News Publications

WEBSITE
A welloptimized website with proper site structure, page layout, and clear and easy navigation, along with
targeted keywords embedded throughout the site, will ensure proper search engine placement and
saturation. The Companys website will be an important marketing asset. Along with Search Engine
Marketing and Search Engine Optimization, the Companys site will be easily navigable and highly
informative, serving as a platform to generate new business.

ONLINE MARKETING AND SEM (SEARCH ENGINE MARKETING)

The Company will use Google AdWords in its online marketing campaign as well as indepth Search
Engine Marketing (SEM). SEM is a collection of online marketing strategies aimed at improving a
websites ranking on the search results of todays most popular search engines, such as Google, Yahoo!,
and Bing. SEM campaigns typically include the following strategies:
Search engine optimization (SEO): SEO is considered by most online marketers to be the
cornerstone of any successful SEM campaign. This form of marketing uses unpaid tactics to improve a
sites search engine results ranking. Effective SEO entails the creation and regular maintenance of a
website using contextual language and proper HTML coding techniques, such as using keywords
throughout the sites content and design that should call the site naturally from a search engine. The
Company will continually revisit SEO strategies to improve the organizations search engine ranking.
Paid placement: Paid placement includes the terms Pay Per Click (PPC) and Cost Per Click (CPC). PPC
refers to advertisers paying websites to host their ads, with payment occurring only when the ads are
clicked. CPC refers to the amount of money advertisers pay search engines for each click.
Contextual advertising: This form of smart advertising displays ads in a reserved space to online
viewers depending on the content surrounding the ad. For example, if a user is checking his or her email
and several subject lines include content relating to woodworking, the reserved ad space might display an
advertisement for the Company.
Paid inclusion: Paid inclusion is a form of search engine marketing in which the advertiser pays the
search engine to be placed in its search index. These are often referred to as sponsored listings, appearing
above all the natural results of the search.

SOCIAL MEDIA
Social media sites are the best and cheapest ways to create a buzz about a new business. Bamboo YogaPlay
will develop a social media presence via Facebook, LinkedIn, Twitter and other social networks in order to
establish a dialogue with customers and create a sense of community around the brand and the
Companys stakeholders. Staying actively involved with the Companys page, as well as reaching out and

connecting with companies and organizations with similar interests will be a great way to market the
business.

INBOUND LINKING
When other websites, blogs, or social networks cite a companys web pages, it brings credibility to the
business particularly when the site referring to the businesss page is credible itself. Along with Search
Engine Optimization, the Company will pursue an inbound linking campaign to help its site achieve
search engine dominance.

ENEWSLETTER
An enewsletter will serve as an outlet for the Companys communications with its customers. The
newsletter will be informative, including industry news and updates, in addition to showcasing The
Companys new products, services, and sales.

BLOG MARKETING
Blog marketing is a modern, innovative way to reach new audiences. By maintaining an informative
business blog, the Company will improve its link building, attract organic traffic with key phrases, and
encourage the viral marketing of its blog posts by readers.

ONLINE RETARGETING
The Company will invest in online retargeting services which will help it to advertise to the innumerable
clients who briefly visit its website but do not make a purchase. Potential customers will be followed
during their visits to other sites by advertisements for the Company, encouraging them to take another
look.

ONLINE PUBLIC RELATIONS AND LINK BAIT

The Company will focus on stateoftheart online public relations to bolster brand awareness and trust.
The Company will place industry tips, articles, promotions, and link bait on its site and affiliated sites.
Link bait is anything that can be posted on a website to increase buzz and visits: i.e. controversial blog
posts, celebrity interviews, breaking industry news, etc.

VIRAL VIDEO CLIPS

The Company will post video clips on blogs and social networking sites using a popular online video
forum such as YouTube. Video clips are a chief facet of viral marketing campaigns and can catch the
attention of a vast audience of online viewers, acting as visual referrals for the brand.

GREEN INITIATIVES
The Companys effort to reduce its carbon footprint will attract curious visitors as well as spur word of
mouth referrals. Practicing green business is not only a way for the Company to generate positive press for
itself and attract interested clients, but also a way to save on energy costs and provide customers with
more environmentally friendly options.

LOCAL PRINT MEDIA

The Company will create eyecatching advertisements and distribute them to various local media sources,
including newspapers, weekly publications, community newsletters, and the local Yellow Pages.

COMPETITIONS
Competitions are a great way to engage market segments. This type of promotion taps into peoples desire
to be recognized and to compete with others. At the same time, competitions have a way of promoting
community and generate interest.

Public Relations
Bamboos public relations strategy will be determined as part of the marketing strategy defined by the
Companys marketing agency.

Customer Service
Bamboo YogaPlay guarantees great service and hospitality by having staff on call 24 hours. Company
Guidelines are in place that detail how staff members should deal if various problems should arise. Those
guidelines are constantly updated and amended as needed. If a problem arises, it will be dealt promptly by
any means of communication through either the manager or owners directly. Bamboo YogaPlay will be
able to evaluate customer service initiatives by reading reviews and testimonials from actual customers,
and then using their feedback to continuously improve the system.

Bamboo YogaPlay Website Plan

Website Goals
Bambooyogaplay.com is Bamboo YogaPlays direct website for hotel information and reservation. It is an
informative site about the boutique, accommodations, retreats and services as well as info on Sofiah
Thom. Bamboo YogaPlay plans to expand their boutique by creating an online store for Bamboutique
merchandise and products sold.

Website Marketing Strategy

Bamboo YogaPlays marketing strategy for their website includes search engine optimization, social media
and strategic partnerships as outlined in the marketing strategies above.

Development Reqirements
Bamboo YogaPlays website will be managed and maintained by WebMark Web Design during the
Companys expansion and thereafter

Operations Plan
This section demonstrates every step that goes into the product and service delivery process, including,
location, equipment, quality control and staffing.

Location
Bamboo YogaPlay is located in Playa Dominical in the town of Dominical, Costa Rica. It has immediate
access to the highway and is bordered by the Baru River. The beach is a twominute walk and the resort
has close access to other restaurants, bars and stores. The locations close proximity to the ocean, jungle
and mountains also allow for a variety of adventure tours.

Property Ownership & Lease Terms

The property is owned by Mountains of the Zulu Investments S.A. President Brendan JafferThom.

Equiptment
Bamboo YogaPlay and the Bamboo YogaPlay Expansion Plan incorporate comfortably furnished rooms
and are built using recycled shipment containers and bamboo, an ecofriendly and durable alternative to
using conventional building materials. The yoga studio is equipped with ecofriendly yoga supplies such as
mats and blocks, as well as yoga swings. All materials used in the studio have been chosen carefully for
their quality and
ecofriendliness.

Purchasing Policies
VBamboo YogaPlay will make bulk purchases to ensure the resort is always fully supplied to maintain
operations. Purchases will be approved by upper management. Sofiah Thom will manage purchases from
artists and designers for the boutique. The maintenance of the rooms will call for bulk purchases of
cleaning supplies, fresh linens and toiletries. These purchases will be made by the Hotel Manager.

Quality Control Measures

Bamboo YogaPlay will have a Hotel Manager on site to ensure high quality customer service. The Retreat
Coordinator will be in charge of quality control of studio, teachers, body workers and retreat related
services and will work directly with retreat facilitators and guests to ensure an easy and comfortable
experience. Front desk operators will be available 16 hours a day to help with any problems or needs a
guest may encounter. Bamboo YogaPlay will tailor packages in order to pay close attention to detail and
creativity for each individual. These packages will help guests gain optimal satisfaction during their stay.

Sofiah will ensure quality teachers and practitioners will be hired to execute all spa services, classes,
performances, trainings and retreats. On site security will ensure guests safety and prevent unsolicited
disturbances. An onsite maintenance person will make sure that hotel infrastructure functions at all times
and will address any issues that would affect guests immediately.
The restaurant and juice bar will offer fine dining and health oriented foods and snacks to give quality
nutrition during guests stay. Retreat coordinator will facilitate guests participation in adventure tours
and workshops. Other products used will be reviewed to ensure they are ecofriendly and high quality.

Staffing and Training

Bamboo YogaPlay will offer and ensure exceptional hospitality. In order to do so, Bamboo YogaPlay will
train their staff through operational manuals and handbooks. Bamboo YogaPlay will review each
employees performance regularly to insure quality service and performance. The members of Bamboo
YogaPlays staff will include:

Hotel Manager

Retreats Coordinator and Manager

Front desk

Massage Therapist

Yoga Instructor

Dance Instructor

Security guard

House keeper(s)

Maintenance

Organizational Chart

Management Team
The Management Team section demonstrates the Companys leadership and management structure.

Key Management
The following are the bios of the key members of the Bamboo YogaPlay team:
Sofiah Thom CEO, CSO, and COO
As the CEO (Chief Executive Officer), Sofiah will align the company, internally and externally, with her
strategic vision. As the CSO (Chief Sales Officer) she will supervise all customer service inquiries and new
orders. Sofiahs role as COO (Chief Operations Officer) will include oversight of the programs director and
the hotel manager.
Brendan Jaffer CFO

As CFO (Chief Financial Officer), Brendan will handle the companys finances. His role as CMO (Chief
Marketing Officer) will be to oversee the companys marketing efforts and will also be in charge of
following up on any leads generated by the rest of the company. Marketing Seeking an agency.
Retreat Coordinator
The retreat coordinator will be in charge of coordinating and managing events and retreats. They will be
in charge of dealing with facilitators and others interested in holding retreats, dealing with those same
persons onsite during retreats, as well as dealing with yoga and other teachers and with bodyworkers.
They will also be in charge of coordinating with restaurant / juice bar if and when retreats or packages
include meals/food.

Professional Service Providers

Bamboo YogaPlay will work with a team of service providers to assist with day-to-day operations and
expansion of the resort. Some of the relationships already established are:

Law Firm Bufete Leiva Madrigal

Accountant Andrea Beita

Website Maintenance Web Mark Web Design

Marketing Seeking an agency

Juice Bar leaser Seeking

Restaurant Leaser Seeking

Board of Advisors & Board of Directors

Bamboo YogaPlay is currently building its Board of Advisors and Board of Directors.

Financial Plan
The following section outlines the financial goals, revenue and sales for Bamboo YogaPlay.

Financial Summary
Bamboo YogaPlay has several revenue streams from its operations as an eco-friendly resort. Income is
generated from the rental of the rooms, retail sales from the Bamboutique, rental of the restaurant and
juice bar and sales of a variety of services that include yoga and other arts classes, spa services and
adventure tours. The Company combines these services in packages to sell for individuals and groups. The

main goal for Bamboo YogaPlay is to get guests in the door to stay at the resort, because these guests will
more than likely purchase one or several of the other products and/or services that are offered.

The company earns significant revenue from each of these segments. In year 2, the first year after
expansion, the Boutique is the leading revenue source, followed by services, hotel rooms, and outsourced
services. As the Company places greater emphasis on retreats, the services division grows quickly in
revenue and becomes the largest revenue stream by year 4.
Operating currently with 3 rooms available, Bamboo YogaPlay is projected to make a profit of $19,843 in
its first year from gross sales of $58,297. After the planned expansion to 16 rooms, Bamboo YogaPlay will
significantly increase their overall capacity to generate income. In year two, after the expansion is
complete, Bamboo YogaPlay expects a profit of $143,549 from $465,214 in gross sales. In year 3, sales are
expected to grow to $566,789 with a profit of $206,236. In year 4, sales are expected to reach $698,730
with a profit of $299,668 and in year 5 sales are projected to reach $787,248 with a profit of $373,123.
Bamboo YogaPlay has significant fixed as well as variable costs related to its operations. Staffing accounts
for the largest expense that the company must account for. Fixed staff costs total $108,144 annually after
expansion, including taxes and benefits. Employees that provide services, such as instructors or
masseuses, are paid on a commission basis. The hotel and boutique divisions of the business also incur
material costs. For the boutique, material costs total 55% of sales, which totals $20,323 in year 1 and
grows to $120,042 by year 5. The provision of hotel rooms also yields a cost of $1.55 per room per night,
which totals $4743 by year 5.
In order to expand, the company is looking to raise approximately $700,000 to fund the cost of expanding
the resort. This expansion will increase the capacity from 3 rooms to 16 rooms, including 12 suites, which
will greatly increase earning potential.

Sources & Uses of Funds

Bamboo YogaPlay is currently seeking approximately $700,000 in funds from private investors, which
will be used to cover the costs of construction for the expansion of the resort. Bamboo YogaPlay will offer
investors a timeshare opportunity combined with a profit share opportunity in exchange for their
investment. There are 50 shares available for a price of $13,350-$15,300 per share. In exchange for 1
share of fractional ownership, the investor will receive a TBD annual percentage of gross profits, as well as
a free one-week stay at the resort each year. Investors also have the opportunity to purchase 25 shares and

enjoy exclusive access to the entirety of Bamboo YogaPlay facilities for one week per year. This option is
designed for retreat coordinators, who can use this exclusive access to host a retreat. Investors will also
have the option to save up weeks over the years and use them for a longer stay at one time

Month
1

Month
2

Month
3

Month
4

Month
5

Month
6

Month
7

Month
8

Month
9

Month
10

Month
11

Month
12

11,845

11,845

11,845

5,153

5,153

5,153

5,153

5,153

5,153

5,153

11,845

11,845

Material

4,802

4,802

4,802

1,897

1,897

1,897

1,897

1,897

1,897

1,897

4,802

4,802

Labor

Total cost of sales

4,802

4,802

4,802

1,897

1,897

1,897

1,897

1,897

1,897

1,897

4,802

4,802

Gross profit ($)

7,044

7,044

7,044

3,256

3,256

3,256

3,256

3,256

3,256

3,256

7,044

7,044

Gross profit %

59

59

59

63

63

63

63

63

63

63

59

59

Sales
COST OF SALES ($):

Other

OPERATING EXPENSES ($)

Payroll

1,008

1,008

1,008

504

504

504

2,904

2,904

2,904

2,904

3,408

3,408

Marketing

100

100

100

100

100

100

100

100

100

100

100

100

Mind Body Online

65

65

65

65

65

65

65

65

65

65

65

65

Internet

70

70

70

70

70

70

70

70

70

70

70

70

Utilities

200

200

200

200

200

200

200

200

200

200

200

200

Telephone

100

100

100

100

100

100

100

100

100

100

100

100

Supplies

100

100

100

100

100

100

100

100

100

100

100

100

Pool Chemicals

90

90

90

90

90

90

90

90

90

90

90

90

Maintenance

417

417

417

417

417

417

417

417

417

417

417

417

Legal

50

50

50

50

50

50

50

50

50

50

50

50

Financial/Bookkeeping

75

75

75

75

75

75

75

75

75

75

75

75

Depriciation

Property tax &

licenses

Total expenses ($)

2,275

2,275

2,275

1,771

1,771

1,771

4,171

4,171

4,171

4,171

4,675

4,675

Expenses/Sales %

19

19

19

34

34

34

81

81

81

81

39

39

Profit ($)

4,769

4,769

4,769

1,486

1,486

1,486

(914)

(914)

(914)

(914)

2,369

2,369

Interest exp. ST

Interest exp. LT

Insurance

Taxes ($)

Net profit ($)

4,769

4,769

4,769

1,486

1,486

1,486

(914)

(914)

(914)

(914)

2,369

2,369

Net profit/sales %

40

40

40

29

29

29

(18)

(18)

(18)

(18)

20

20

Average A/R days

45

45

45

45

45

45

45

45

45

45

45

45

Profit & Loss Statement

The following is a five-year revenue, profit and profit margin forecast for the Bamboo YogaPlay:

The Companys profit and loss statement is presented below:

Break-Even Analysis
The following break-even analysis shows the revenue necessary to break even in the first three years of
operation. As shown below, the Company is expected to break-even in month 1, with minor losses in
months 7-10.

Cash Flow Statement

The following depicts Bamboo YogaPlays projected cash flow through the first five years of operations:

Bamboo YogaPlays cash flow statement is presented below: