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Introduction

Name and address of the business


Name of our business is Macher Vandar. It would be situated in Purbachal,
Gazipur. This is because the prices of the lands are reasonably low and it
would also save our transportation and other costs.

Names and addresses of the principals


Given below are the names and addresses of the principals:
Rahat Mustasin Ishaque- 7/1 Segunbagicha, Dhaka
Mohammad Munsafe- 8/1 Bonosree, Dhaka
Raiyan Ahmed- 16 Rampura, Dhaka
Md Shahid Maih- 21 Bashundhara, Dhaka
Sabrina Tasneem- 61 Uttora, Dhaka

Nature of the Business


It would be a hatchery, which would nurture fish (Koi and Crab) and then sell
them to the customers as wholesalers and general people.

Statement of financing
7.5 taka in total is needed to start the business. Among which, 1 lakh taka
would come from each of the members/principals and the rest would be
organized from Islamic Banks.

Business Model
Business CANVAS Model
Customer Segments

We will sell our nurtured fishes to wholesalers;


We would also directly sell them to customers, who would mostly be
working people with no time to physically go and buy fish.

Value Proposition:

We are going to make our customers life easier than what they have.
We are providing them fishes of dependable quality with delivery
option.
Our main motive is to sell fishes with no formalin and hence, we are
offering our customers with reliable quality.

Channels:

Wholesalers of different kacha bazaars.


Facebook page for promotion.
Website, to ask for delivery.
Own transportation system.

Customer relationships:

Delivery of quality fish in convenient time and place.


Availability through Facebook page and website.

Revenue Streams:

Sell of Quality fish.

Estimated profit
Turnover
Sales
Earned carrying charges

Cost of Sales

2016 (Tk.)

2017 (Tk.)

3,036,000.00

3,636,000.00

60,000.00
3,096,000.00
(672,000.00)

90,000.00
3,726,000.00
(1,008,000.00)
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Gross Profit
Operating Expenses
Operating Profit
Interest Income/
(Expense)
Profit before taxation
Provision for taxation @
8%
Net Profit

2,424,000.00
(120,000.00)
2,304,000.00

2,718,000.00
(180,000.00)
2,538,000.00
(68,596.00)

(45,731.00)
2,258,269.00

2,469,404.00

(180,661.52)
2,077,607.48

(197,552.32)
2,271,851.68

Key Resource:
Items

Price

Land

3 lakhs

Pond

2 lakhs

Technology for fishing

1.5 lakhs

Food of the fishes

50 thousand

Fishes

50 thousand

Total

7.5 lakhs

Key Activities:

Taking orders from customers in Dhaka


Ensuring smooth supply and availability of various product
Making the order taken from customers (Customized option)
Carrying out sales transactions
Delivering products to customers
Transporting products to all of our customers
Carrying out promotion activities online and otherwise

Key Partners:

Raw materials suppliers


Government
Customers
Distribution channel participants
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Intermediaries
Employees sales, production, marketing

Cost Structure:
Items

Price

Land

3 lakhs

Pond

2 lakhs

Technology for fishing

1.5 lakhs

Food of the fishes

50 thousand

Fishes

50 thousand

Pricing Model
Koi- 300 Tk per kg
Crab- 400 Tk per kg
Social Goal
We aim to provide people with food with no contaminated chemicals, which
are bad for human health. Moreover, we would strive to reduce
unemployment by providing employment opportunities to skilled and
unskilled labor.
Financial Sustainability
We believe that our business is financially sustainable since the demand for
fish in our country does not look to deteriorate by any means.
Sustainability
To ensure sustainability, we would make sure to run our business in a place
which is free of pollution and is legally sound.
Eco- friendly
We do not aim to use any sort of technology which might severely affect our
environment.
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Ethical
We would make sure that our company is ethically sound by paying
employees with the right wages, at the right time.

Business Environment Analysis


It is very important to understand the environment within which a business is
to operate, because the environmental factors influence many aspect of
business.

PESTEL Analysis

POLITICAL ENVIRONMENT
The influence of political environment of business is enormous. The political
system prevailing in a country decides, promotes, fosters, encourages,
shelters, directs and controls the business activities of those countries. A
political system which is stable, honest, efficient and dynamic and which
ensures political participation of the people, and assures personal security to
the citizens, is primary factor for growth of any business. In Bangladesh we
flow democracy. 2 or 3 years ago political system was unstable now its
good. Thats means now in Bangladesh any business is doing better.
Economic environment
Economic environment refers to all those economic factors which have a
bearing on the functioning of a business unit. Business depends on the
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economic environment for all the needed inputs. It also depends on the
economic environment to sell the finished goods. Naturally, the dependence
of business on the economic environment is total and it is not surprising
because, as it is rightly said, business is one unit of the total economy. It is
difficult to be precise about the factors which constitute the economic
environment of a country. But still there are some factors which have
considerable influence.
Growth strategy
Economic system
Economic planning
Industry
Agriculture
SOCIO-ECONOMIC ENVIRONMENT
Social and cultural environment refers to the influence exercised by certain
social factors which are beyond the companys gate. All such factors come
under one head that is culture.
Culture
In its true sense culture includes knowledge, belief, art, morals, law, customs
and other capabilities and habits acquired by individual as a member of a
society. The culture has two main characteristics:
Shared value
Passage of time
Culture of a society is shared by its members. Cultural ethos is passed from
one generation to other generation. It is not confined to one.
Technological Environment
Among all the segments of environment, technological environment exerts
considerable influence on business. Thus this section requires more devotion.
Without technology we cannot get a competitive edge, if you do not use
modern technology.
Bangladesh, like any other third world country, attended political
independence after 1971. The country entered the modern world in a state
of economic backwardness and poverty of a large section of people. It is
obvious that technology must attend to the basic problems of food, clothing,
health and housing of people. At the same time rapid industrial development
through latest technology is necessary to catch up with advanced countries.
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Porter's five forces


According to porter (1980) this model includes three forces from horizontal
competition threat of substitute products. Threat of established rivals, and
the threat of new entrains and two sources from vertical competition the
bargaining power of supplies and the barging power of customers.
Bargaining power of suppliers
In fisheries industry, bargaining power of suppliers is pretty high, because
there are lots of factories to buy from them.
Bargaining power of customer
Bargaining power of customers is also high as there are lots of choices to buy
from.
Threat of new entrants
Threats of new entrants are reasonably high as fisheries business is a
profitable one compared to going for poultries and others.
Threat of substitutes
Threats of substitutes are not that high as people of Bangladesh tend to eat
fish quite often. Demand for other foods as chicken, beef and others are also
high, but consumption of fish does not seem to be affected.
Competitive rivalry within an industry
Threats from rivalries are also very high.

SWOT Analysis
In this part we are going to use the SWOT analysis to identify the strengths,
weakness, opportunity, and threats, in order to get a quick overview of our
companys situation. According to Johnson (2005) strength and weakness
focuses on an internal perspective of a company, it is the result of an
analysis carried out to point out the real competence of a business and the
different areas of improvements. Threats and opportunities are external
focusing on the environmental conditions where a SWOT analysis is helpful. It
challenges you to see beyond your company walls to determine what

opportunities are open for your company and how to capitalize on your
strengths.
Strength

We have the technological resources.


We have our own transportation system.
We have situational advantage as we are going to dig ponds in places
with low cost.

Weakness

Brand image not yet established


People of Bangladesh are not mush used to with the home delivery
thing.

Opportunities

We can grab the market by saying, we sell formalin free fishes.


We target both normal people and wholesalers and hence, our risk
would be diversified.

Threats

Competition is very high


People might not think that we are reliable as people of our country do
not believe much in online businesses.

Stakeholder analysis
Any individuals or organization that is affected by activities of a business are
the stakeholders of our company.
Shareholders of the company
Other owners-e.g. sole traders/partner in a partnership
Management and employees(who may also share holder)
Customers and suppliers
Banks and other organizations lending company
Government(particularly inland Revenue)
Stakeholders
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Have an Interest in the activities of a business. Do not own or control a


business. A stakeholder is an entity that has a direct or indirect interest in a
project and its outcome.

Description of ventures
Mission
Macher Vandar creates a friendly and pleasant atmosphere for customers
in a fresh and productive environment in which people can work happily. We
are sensitive to the healthy and formalin free fishes for our customers. We
look to provide the best possible value to our customers who desire great to
get fresh fish in our time to provide customers with the satisfaction of
receiving a great value, both tangibly and intangibly. Additionally, we will
serve our product to a specific region with a bulk amount of our product.
Our customers are the dwellers of Dhaka city. We found that in some areas
people want to order those hygienic fish in a bulk amount together. So we
will solve this problem by serving our product to customers, as we know
when there is a problem there is a market opportunity. So this will be our
market opportunity. We will create and nurture a healthy, creative,
respectful, and fun working environment, in which our employees are fairly
compensated and encouraged to respect the customer and the quality of the
product we produce. We seek fair and responsible profit, enough to keep the
company financially healthy for the long term and to fairly compensate
owners and investors for their investment and risk.
Objective of business

To establish the market presence needed to support marketing and


sales goals and to attract customers.

To reach healthy monthly sales by the end of the year, and average
monthly sales increasing modestly by steadily through Year 3.

To achieve double digit profit margins.

To develop top-rated relationships with 2-4 well-respected, allencompassing distributors.


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Key to success

Delivering the customer value proposition.

Marketing: promoting a new company, product, and delivery


channels to a rural community.

Product quality and consistency.

Pricing effectively with respect to the project quality and customer


value proposition.

Good and healthy product for Family members.

Management: products delivered on time, costs controlled, marketing


budgets managed. There is a temptation to fixate on growth at the
expense of profits.

Reporting and controls in place for inventory and financials.

Products
Macher Vandar produces different types of fish which has high demand
in the market. We are committed to maintain uncompromising quality of fish.
We will focus mostly on two types of fishes which is Koi and Crabs.
Service
Macher Vandar offers high quality and formalin free fish to a growing
community that currently has limited availability in the market. At startup we
will deliver our product from our location to different kachabazars,
wholesalers and directly to the customers only in weekdays. If forecast and
financial analysis can justify the increased costs then we will continue our
business.

Size of Business
In the world around us there are some businesses which are in small size and
some are big in size. But some small business size has great opportunities to
gain enough profit. We consider some factors as a small size business.
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The number of employee


As our business is small, we have limited number of employee. We
have only 14 employees including five fishermen who have expertise in
fisheries. And we have 3 permanent drivers for truck jobbing our fishes in
different locations around the Dhaka city.
The amount of capital invested
As we newer in business we are only five new graduated students, so
our business invested capital is very small.
Sales turnover
The business is newly started so our sales turnover is very small.
Market capitalization
Market is much saturated and competitive. The price structures change
based on some specific factors. So we have to offer prices that depend on
the current market condition for the sustainability of our business.
Production equipment and personnel
Our equipments for production are very latest. We use latest
technology for our production. We have boats, fishing nets, polls, pond
digging machine and some other machines which help our pond clear and
eco friendly for fishes. It leads to produce fish in a very natural way. But for
increasing the weight and quantity of our fish, we use different food
supplements which are suggested by foreign advisors. We also do have a
water pumping machine and permanent water filter plant.

Background of entrepreneurs
We are all students of NSU. Some of us just completed all the academic
courses and some of are on the verge of completion. We are starting our own
new business. We are very much committed to do the business. We are very
energetic and devoted person. We are working hard to establish our
business. As a student of business studies groups we are all known about
business how difficult in doing business in the nature of Bangladesh. We are
all responsible to our work. We are good friend in varsity life. We know each
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other very well two of our friend have business experience. So we expected
our business would go well.

Production plan
Five big, concrete-walled tanks will be built at Gazipur to grow fish as part of
the Centres vision for self-sufficiency. Two larger fish ponds with earthen
dykes were refurbished at the same time. Water was supplied to the tanks
and ponds from a spring in the nearby lakes. The ponds will be stocked for
fish and hatchery.
We gathered information how much areas we need for our business. those
who are experienced in this profession they suggested that we will need at
least 1 bigha for each pond to grow our product efficiently.
Furthermore, To revive fish farming at this area by developing a good supply
of high quality water from a bore; to adapt pond structure so good
aquaculture practices can be instigated; and to start growing a fish that is
highly adapted to local monsoon conditions and is more productive, more
able to thrive in low quality water, and not able to breed under culture.
This plan is to build the fish farm: constructing drains so each tank can be
emptied. Good Aquaculture Practice and disease prevention require
1. sludge on tank floor be removed after the grow-out cycle;
2. for the tank floor to be able to dry out in the sun to help sterilize it and
allow gaseous ammonia evaporate;
3. for the tank floor to be treated with organic insecticide;
4. for the tank floor to be top-dressed with lime to raise pH to neutral;
5. for bottom topography to be smoothed to facilitate catching of fish by
seining;
6. to increase water volume in each tank if possible (by deepening, or raising
dykes) to buffer changes in water quality;
7. by replacing the less-reliable spring-water supply with a good supply of
high quality water from a bore;

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8. by purchasing two large generators to ensure continuity of electricity


supply so no part of the farming operation is put at risk,
9. to grow the Crabs in place of the less productive (x2), and less robust
(requiring much higher water quality) than KOi;
10. to develop a sustainable aquaculture system using effluent water to grow
vegetable in a floating raft system.

Operational Plan
1. Secure water supply is necessary for our production
2. For Bore drilling we will have to use and guaranteed equipments.
3. We will need Secure electricity supply for aeration, for pumping water, for
pumping sludge
4. To grow crab we will have to perform include being able to partially drain
ponds to harvest, completely drain ponds to empty sludge, to let dry out
and lime to protect against disease.
5. Drainage systems will need development to achieve this.
6. Gear store for nets, Food store. Laboratory/store for pH, temp, Total N,
total P determinations weighing and measuring gear and record keeping.
1. Good Quality Seed Supply: if we bring low quality seed, we will not be able
to produce more and the customers will be reluctant to buy our product
which will lead to loss for our business.
2. Good Water Supply: To have a good growth and healthy production, we
must need good water supply.
3. Pond preparation
Pond preparation is the third key factor in the success of Crab. Pond size of
to 1 acre is most suitable for crab culture. However, large size ponds of more
than one acre can also be used for this purpose. Sandy soils with a mixture
of 50% clay are ideal for culture of these crabs. A water inlet system and an
outlet system to drain out water during water exchange should be
constructed as in the case of shrimps. The pond should be constructed in
such a way that it should hold 3 to 4 feet of water towards the inlet and 4
to 5 feet towards the outlet. A flow through mechanism of water exchange
should be there in order to remove any leftover organic food material and
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also to efficiently remove excretory material. A fencing of nylon net used for
fishing can be placed on the dike to prevent the escape of the crabs during
nighttime. In addition, about 1000 numbers of stone ware, pipes of 6 inch
diameter and 1 feet length, worn- out tyres, etc., should be kept at the
bottom of the pond throughout the dike. The nylon screen fencing should be
supported with split bamboos of 1.5-meter height around the pond periphery
for preventing the escape of the crabs from climbing over the bunds. the
maximum stocking density should be 1 crab per square meter. For KOI
production, these below steps can be taken.
1. Pond draining To collect and eliminate old stocks, predators and
unwanted species.
2. Pond poisoning Application of biodegradable organic materials such as
tea seed cake and tobacco dust to kill all unwanted species.
3. Pond washing To remove the effect of toxic chemicals when insecticides
were used.
4. Levelling of pond bottom Removes excess mud and dirt, to ensure
complete drainage and facilitate ease of seining during harvesting.
5. Sun drying Helps eliminate and evaporates toxic gases and ammonia
especially in old ponds.
6. Liming The rate of application is 100 g/m2 or 1,000kg/ha.
7. Screening of water inlet and outlet Prevent entrance of unwanted
species and escape of stocks.
8. Water filling Fill the pond with water to about 1.5m to 2m deep to
provide a wide environment for the fish.
9. Basal fertilization
Types of Fertilizer

Rates (kg/ha)

Organic Fertilizer (Chicken manure)

1000-2000

Inorganic fertilizer(16-20-0)

100-200

4. Feeding Management
Feeding rates ranged from 1 to 18% body weight day -1 for commercial feeds
and 1-10% body weight day-1 for farm-made feeds. Feeding rates for farmmade feeds were generally greater than for commercial feeds throughout the
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production cycle. Fish were typically fed twice per day, but some farms fed
up to 6 times a day.

Table 1.
Ranges in feeding rates :

Fish size(g)
Commercial
feed
Farm-made
feed
Feeds per day

Early months Middle


1-2
months 3-5
17-150 (78)
45-1000 (337)
1-18 (5.6)

1-7 (3.2)

Late
months
6-7
500-5000
(968)
1-5 (2.0)

3-10 (5.7)

2-5 (3.9)

1-3 (2.3)

1-4 (2.2)

1-3 (2.0)

1-6 (1.8)

The food conversion ratio (FCR = amount of food used increase in


biomass) for commercial and farm-made feed ranged from 1.0 to 3.0 (mean
1.69) and 1.3 to 3.0 (mean 2.25), respectively, commercial feed being
significantly better. Although the yield with either source of feed was the
same, the production cycle with farm-made feed was 4-8 weeks longer (Phan
et al., 2010).
Harvesting. On the KOI fish were harvested at the size of 0.6 to 1.5 kg (mean
1.0 kg), after a growth period of about 67 months (The produce was sold
directly to processors after negotiating for price and subjected to quality
tests, particularly for banned chemicals. Processors tested samples of fish in
terms of appearance, flesh colour and chemical residues prior to purchasing.
Grow-out farmers often had a prior contract with processors and 89% of the
farms surveyed accepted prior payment from the buyers, ranging from 10
50% of the total estimated selling price. Sometimes farmers (41%) also
accepted delayed payments from the buyers, especially when there was
limited demand from the processing plants. Ponds were harvested using
seine nets, after draining 6080% of the water; harvesting was generally
completed within four days (up to 12 days). Buyers generally transported the
harvested fish to the processing plants, either by river in the hull of boats
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that specialized in transportation of live fish or by road in trucks equipped


with live fish holding tanks.
Sampling Sampling is recommended practice is vital to monitor the growth of
stocks and to compute amount of feeds to be given to the stocks for the
following days. Regular sampling also will allow us to see when stock has
reached target weight and is ready for harvest.
Record-Keeping: we will do Record-Keeping as well. The important data to be
recorded are: daily pond activities operating cost which includes pond inputs,
quantity and cost (fertilizer, fingerlings, pesticides, etc.); production data,
stocking rates, harvesting; daily water parameters, ABW, pond water quality
DO, Temp, pH, ammonia, etc. Causes of failure and success can be traced
from the record which should also provide chain of custody

Macher Vandar Total Quality


Management
Macher Vandar as companies that provide services of customer satisfaction
with the quality of their product, they also put their customers by placing
their stores in strategic places, not only in the local spot market, but also
medium-low. Quality standards Every day, our staff follows the review of our
product.
Company Reputation
Any company can expect its reputation for quality to keep up his reputation.
Quality will affect the outlook or perspective customers about new products
company, labor outlook on employment practices, and view the distributor
on supplier relationships.
Product Liability
Matters relating is to the companies that typically have a duty design,
product, distribution, and services. If one of the obligations is of causing
harm to customers or the environment and society can lead to lawsuits
against companies that will cost huge sums of money for settlements, legal
fees and would be bad publicity. Macher Vandar has been able to minimize
liability. But Macher Vandar is also experiencing some problems in the
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product the customer complained that the quality of products in each store
are not the same.
Prevention Costs
Which means the costs is associated with reducing the potential for defective
parts or services for training and quality improvement program examples.
Macher Vandar has conducted employee training for maintenance and
distributions strategy.
Appraisal Costs
Costs associated with evaluation of products, processes, parts, and service
for testing samples, laboratory, and inspectors. Macher Vandar has also done
a few things about the cost of such assessment to develop a division of RND
to develop its potential.
Internal Costs
Maintenance cost is the actual internal cost for us..
External Costs
Costs incurred after delivery of defective parts or services for example,
rework, returned goods, liability, loss of goodwill, and costs to society.
Macher Vandar, if any product they cannot deliver fresh product, they will
throw it and serve the fresh ones.

Ethics and Quality Management


One of the most important jobs is to provide healthy, safe products and
quality and service to customers, because if a product or services are
delivered in poor quality, can cause injury, lawsuits, and increased
government regulation.
There are many parties involved in the production and marketing of low
quality products. As a matter of ethics, management must ask whether any
of their stakeholders are being harmed. Every company needs to develop
core values that guide the day to day for each person of the owner of Macher
Vandar to production line employees are exactly what Macher Vandar has
been achieved.
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Organizational Practices
Rahat Mustasin Ishaque is the CEO of Pizza Paradise company. The mission
has always been and will always serve fresh quality fish to the local markets,
outlets and restaurants. its operating procedure was to provide the clean
water supply, necessary foods for fishes, to maintain properly and to
distribute efficiently to the customers.
The fishery will take your order when you want to buy it for bulk amount with
fresh quality we will be giving. We always serve good product as customers
can never complain about our product, but if they still have complain, we will
take back our product and refund them. Macher Vandar as the companys
customer service is the focus, they have good customer service. They always
make improvements, not only in the serving fresh quality but also the
efficiency of operations so that they can serve more customers faster and
more satisfying.

Marketing 7ps of Macher Vandar


Product
Fishes, as the product of our business, we will considerably emphasis on
developing a list or collection which our customers want. We will conduct a
Market research which establishes exactly what this is. However, we would
keep in mind that customers requirements change over time depending on
the season and time. In order to meet these changes, we are going to
nurture and produce different kind of fishes in different seasons throughout
the year. And to sustain in the market place, we will continue to do so. As our
target customers is not only the domestic buyers and we aimed to reach
overseas buyers through our wholesalers, we will also keep in mind their
preference for fishes in different seasons. To ensure this, we will go through
various online surveys. Moreover, care is taken not to adversely affect the
sales of one choice by introducing a new choice, which will cannibalize sales
from the existing one. We must know that fish items on the list will vary in
popularity. Our ability is to generate profits will vary at different points in our
cycle. We will have a diversified product (fish) range. Tilapia Fish farming is
very profitable and it is a common fish species of Bangladesh and suitable
for commercial production. Shrimp has also great demand and value in both
local and international market. Along with shrimp, crab, bhetki, tengra,
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horina, chingri etc. will be cultivated in the souther part of our country in
saltwater pond. Katal, Rui, Mrighel, Common carp, Boal, Pabda, Chital, Koi,
Shol, Gozar and various types of catfish will be cultivated in Gazipur in or
freshwater ponds. We will try to all the aforementioned fishes that are
popular among both domestic and international market.
Price
The customers perception of value is an important determinant of the price
charged. Customers draw their own mental picture of what a product is
worth. A product is more than a physical item; it also has psychological
connotations for the customer. The danger of using low price as a marketing
tool is that the customer may feel that quality is being compromised. It is
important when deciding on price to be fully aware of the brand and its
integrity. In Bangladesh, we will sell our product which is fish to two groups of
customers. One is the wholesalers and the second one is consumers through
direct selling. So there will be different price structure for both of these
customer groups. As, our target is to reach various parts of Bangladesh and
the overseas market through wholesalers, prices of fishes for them will be
much lower than the retail price that we will be offering to our customers. So
the product price will vary based on the customer segments. While selling
directly to the end consumers, we will ensure that the price is affordable in
terms of the fresh quality of our fishes. This will have been done to satisfy
consumers with different price perceptions.
Promotion
As the largest of our customer groups are wholesalers and dwellers of Dhaka
city, our promotional strategy will be only to use the BTL (Below the Line)
method to reduce the cost and grab their attention. Our promotion will cover
the marketing communications that are usually used in BTL methods. The
promotional method which we might use includes social media like Facebook,
direct selling, personal selling, sales promotion, point of sale display,
merchandising, direct mail, loyalty scheme, door drops etc. We will
commence and develop a campaign which uses several of these methods in
a way that provides the most effective results. Our offices, trucks (through
which we will be selling directly), packaging of the fishes all the things will
be used to promote our brand message to our target customers and to get
people try our product. It will be a collectable promotional device to
encourage them to keep on buying the item. Moreover, online advertising is
a strong weapon in the present day. We will promote our product through
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posting on the social network sites. We will also use pop ads, banner ads
which will attract most of the users who involved in online activities. Apart
from that, our future objective is to expand our business in foreign market.
So we will try to capture wholesalers and distributors from the overseas
market through online advertising. We will also provide some incentives and
reward to our wholesalers to keep them motivated and develop strong longterm relationships. So of these rewards that we will provide our distributors
and wholesalers are inventory financing, free goods, economic incentives,
wholesalers and distributors evening (award show) etc.
Place/ Distribution
Place, as an element of our marketing mix, is all about distribution points of
our products. It encompasses the management of a range of processes
involved in bringing products to the end consumer. We spread throughout
the cities making them very accessible. Drive in and drive through options
make our products further convenient to the consumers. We will use a
multichannel strategy to reach our customer segments. We will distribute our
product in the various supermarkets (kachabazar) through our wholesalers
and distributors. We will also use the strategy Truck-jobbing through our
own transportation system. As part of this strategy, we will load our trucks
with our fishes and go to the crowded places from where usually our
customers buy fresh fishes. Apart from that, we will also build strategic
alliance with the mega retailers like Agora, Shawpn, Meena Bazar etc. We
also do have a plan to build strategic partnership with online e-commerce
sites like Chaldaal.com and with fish based restaurants like Fish & Co. in
future with the expansion of our business.
People
The employees in our Fisheries business will have a standard uniform and we
specially focus on friendly and prompt services to its customers from our
employees. We will try to maintain the employee-customer relationships to
evade any kind of dissatisfaction, disturbance, and dispute among the end
users, distributors, wholesalers and employees. Human resource is the key to
success in our business. So, all our people will be specially trained in fish
farming.
Physical Environment
We will mainly focus on clean and hygienic environment for fish farming. We
will try our level best to serve our customers Fresh & Formalin free fishes.
For which we will make environment friendly and eco-friendly ponds.
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Besides, we will use both natural fish feeding and supplementary fish feeding
system to speed up the production. We will use a packaging system that will
be much easier to preserve fishes. Our office, transportations, production
sites, packaging all the physical thing will uphold our positioning of our
business which can often lead to different positive response from our
customers. Our long term goal is to come up with a retail format like Bengal
Meat with the expansion of our business in future. By that time, we will also
improve our physical environment according to the demand of the market.
Process & Positioning
We should develop the habit of thinking continually about how we are
positioning in the hearts and minds of our customers. Most of the time we
emphasis our product in terms of a single attribute, either positive or
negative. Sometimes it's "service." Sometimes it's "excellence." Basically, we
try to develop a good and strong reputation and image of our product that
always drive the target customer groups towards us. We should develop the
habit of thinking continually about how we are positioned in the hearts and
minds of our customer groups. How do people think and talk about us when
we're not present? How do people think and talk about our product? What
positioning do we have in our market, in terms of the specific words people
use when they describe us and our offerings to others? So, we will position
our business or brand Macher Vandar as a provider of Fresh & Formalin free
fishes. And to develop this positioning in the minds of our customers, we will
go through a detailed and properly planned process. The whole process
includes- selecting suitable land/ area, pond construction and design,
selecting fish species depending on seasons, feeding, special care and
management, fish collection, marketing, selling and transportation.

Organizational plan
Form of ownership
We will start a partnership business. We are five share partners. Each of us
have 20% shareholder in the business. The allocation of profits and losses, is
set by us forth in a written "partnership agreement" which is signed by all of
the partners. In our partnership we do have some very limited protection
from the claims of creditors under the law Act. We will Share the burdens and
responsibilities amongst partners helps to ease the stress on the individual.
21

Identifi cation of partners or principal shareholders


Every partner has 20% shares and a strong agreement should be done
among us to maintain and divide profit and loss of the business. Who is
responsible for what and who have the authority to make emergency
decisions will be mentioned in the agreement. Partners are Rahat Muhtasin
Haque,Sabrina Tasneem, Shirajul Islam, Raiyan Ahmed, Minhajul Alam. Each
member will invest equally.
Contents of the Partnership Agreement
1. Name and location of business.
2. The nature of the business.
3. The amount of capital to be contributed by each partner.
4. Provisions or reinvestment in business.
5. The duties, powers and obligations of all the partners.
6. Length or life of business.
7. The method of distribution of profit and sharing of the losses.
8. Method of admitting a new partner.
9. Procedure for withdrawal of a partner.
10. The method of valuation of goodwill on and or retirement or death of a
partner.
11. Method of revaluation of assets or liabilities on admission, retirement or
death of a partner.
12. Procedure to be followed for expulsion of a partner.
13. Arrangements to be followed in case a partner becomes insolvent.
14. Salary, if any, payable to the partners for managing the firm.
15. The method of preparing accounts and arrangement for audit.
16. Procedure for the dissolution of the firm and settlement of accounts.
17. Arbitration in case of disputes among partners.
18. Operation of bank account.

Partnership Agreement
An agreement of partnership is a legally binding agreement between
partners who are in business together. It describes how the partnership will
be run and the rights and duties of the partners themselves. It's not
necessary to have a deed in order to set up a partnership, but it's a good
idea, as it can help to prevent misunderstandings and disputes. It may be a
good idea to enlist a solicitor to ensure that each partner understands their
22

responsibilities before the deed is finalized. As well as giving basic


information about the partnership, such as its business name and the names
of the partners, the type of business and business address, the deed will
usually set out:

The amount of capital that each partner is to contribute to the business

The way in which partners will share profits or losses, and whether any
of the partners should be paid a salary

Working arrangements, such as how much time each partner should


contribute to the business, who does what management tasks and
what type of decisions need collective agreement between the
partners

Changes to the partnership, such as how new partners can be


appointed and what happens if a partner dies or wishes to leave.

The agreement is done among five parties under the following terms and
conditions for the betterment of the parties.

Lease Basic Rental Agreement


We would go for capital lease in case of lands. We would give 3 lakhs at the
end of each year until the land becomes fully ours.
Authority of principals
We are doing a business based on equal partnership means, all 5 of us will
have unlimited but equal liability as we have pooled equal resources to this
food industry. All of us will be responsible for the cost of starting our
business. These costs include partnership agreement, legal cost and minor
filling fees for our company name. Withdrawal of one partner will terminate
the partnership contract. We will be able to transfer or sell any part of this
business only with consent of all other partners and will have equal control
and majority rules. Profits and losses will be shared equally between us. And
finally we all will have the check signing authority.

23

Organizational Hierarchy

BOD
(Board of
Directors)

Head
Cooke

Marketing
Head

Fish Market

Koi

Crab

Marketing
Manager

Manager

Manager

Manager

Marketing
Agents

Sales Agent

Sales Agent

Sales
Manager

Human
Resource
Head

Finance and
Accounts
Head

Information
System Head

Manager

Manager, Fin.
and Acc.

Manager, IS

Supervisor

Senior
Accountant

Facebook
Manger

Auditor

Workers

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Roles & Responsibilities of


members of organization
Roles of Owners
In our partnership we do have some responsibilities and duties. Those are
Every partner has a right to take active part in the management and
administration of the firm.
Every partner has a right to continue in partnership
Every partner has right to retire according to agreement or consent of
all partners
Every partner has a right to prevent admission or retirement of a
partner
The partners have a right to do all such acts in the time of emergency
which would protect the firm from losses
Very partner is bound to carry on the business of the firm to greater
advantage
Every partner has a duty to work hard and conduct the business in the
best and common interest of the firm
Every partner has a duty to attend diligently to his duties and render
true accounts and
Information
Roles of the diff erent levels of the company
Directors
Number of Directors- 5
Job Responsibilities Make long term strategies and motivate all the members of the
company to contribute towards the success of the company.
Finance department
Number of employees-2
Control the financial and cost accounting aspects.
Look for lucrative investment opportunities and give advice on how to
effectively finance for the investments.
25

HR department
Number of employees- 2
Motivate the employees and carry on the recruitment processes from
time to time.
Discuss about different issues with the employees, to make them feel
involved with the company.
Managers
Number of employees-1
Carry on the day to day operating and activities and make business
level strategies to ensure that the business runs smoothly.
Supervisors
Number of employees- 2
Keep an eye on the fishermen.
Manage the security of the area.
Fishermen
Number of Employees- 5
Job Responsibilities Attaining economies of scale.
Ensure good use of fishing technology.
Abide by the rules and regulations set by the company.
Security Guards
Number of employees- 2
Collaborate with the supervisors and ensure security of the area.
Transportation Drivers
Number of employees-3
Drive with the fishes to the asked destinations.

Risk Assessment
26

Foreseeable Risk
The risks that we might face are as follows:
o
o
o
o
o

Threats of new entries


Investment
Easy to start
Increasing competition
Lack of effective framework

So there could be a risk of the entrance of new competitors and lack of


experience. As we all are business graduates we will be able to implement
our knowledge in this business and we will strictly follow the risk minimizing
techniques related to our fish business which will differentiate us from other
competitors. High investment will be covered with the increasing sales.
Unforeseeable Risk
In terms of business, along with the hard work, effort and experience; useful
resources have to be applied. The latest technological advancements,
related to our business are planned to be applied. We will include
technological factors in such a way, so that it gives us a competitive
advantage over competitors.

Financial Plan
Source of Fund
Our main source and application of fund to start and run the business is to
take money from Islamic banks and we look forward to have a profit and loss
sharing relationship with them; we would invest individually, which would be
counted as equity.
Personal Savings
From the profits and losses we make, we would share 20 percent among us,
the shareholders (this includes the Islamic banks as well). Among the rest 80
percent of the money, 50 percent would be reinvested and 30 percent would
reserved for future use.
Total Investment

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Items

Price

Land

3 lakhs

Pond

2 lakhs

Technology for fishing

1.5 lakhs

Food of the fishes

50 thousand

Fishes

50 thousand

Total

7.5 lakhs

Forecasted Financial Statements


for 2016 and 2017
Forecasted Income Statement
Macher Vander
Forecasted Income Statement [Percentage of Sales Method]
For the year ended December 31, 2016 and 2017

Year
Turnover
Sales
Earned carrying charges
Total sales
Cost of Sales
Gross Profit
Operating Expenses
Operating Profit

2016 (Tk.)

2017 (Tk.)

3,036,000.00

3,636,000.00

60,000.00
3,096,000.00
(672,000.00)
2,424,000.00
(120,000.00)
2,304,000.00

90,000.00
3,726,000.00
(1,008,000.00)
2,718,000.00
(180,000.00)
2,538,000.00
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Others (Expense)
Profit before tax
tax @ 8%
Net Profit

(68,596.00)

(45,731.00)
2,258,269.00

2,469,404.00

(180,661.52)
2,077,607.48

(197,552.32)
2,271,851.68

Forecasted Balance Sheet


Macher Vander
Forecasted Balance Sheet [Percentage of Sales Method]
As at December 31, 2016 and 2017
Assets
Non-current assets
Property, plant and
equipment
Investments
Total non-current
assets
Current Assets
Inventories
Account receivables, net
Advances, deposits and
repayments
Investment in short term
deposit
Cash and cash equivalents
Total Current Assets
Total Assets
Equity and Liabilities
Capital and Reserves
Capital
Reserves
Net Income
Non-current liabilities
Tax liabilities
Bank loan

2016 (Tk.)

2017 (Tk.)

300000

450000

500000

750000

800000

1200000

50000
30000

75000
45000

40000

60000

50000

75000

80000
250000
1050000

120000
375000
1575000

326650
50000
388487

489975
5000
582732

20000
173350

30000
260025
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Current Liabilities
Accounts payable
Short-term borrowingssecured
Total Equity and
Liabilities

21513

32270

70000

105000

1050000

1575000

Conclusion
We, the five friends, and also the directors, are starting fisheries business,
spending BDT 1 lakhs each and the rest of the money would be arranged
through Islamic Banks. We have chosen the name of the company to be
Macher Vander. It is a partnership organization registered under the
partnership act of Bangladesh. We take all the risk equally and profit would
be divided based on our agreement equally. Every person has the
responsibility for managing the organization and our staffs are dedicate for
the well-being of the company. Most of our managerial decision should be
taken by the partners of the organization. If any partners want to leave the
business they can do it according to the organization procedure. Every
partner has to maintain the agreement for the sustenance of the company.

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