Entrepreneurship

Major Assignment
Anees ur Rehman 2803
Muhammad Toqeer 2811
Muzammil Iqbal 2787
Hafiz Ghulam Awais 2822
Khawar Hayat 2787
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PREFACE:

“Diabetic point” grew out of a need to provide quality self-help

products to members of our family and friends who needed products to
help with diabetes, arthritis, poor vision
and a host of other common conditions.
We checked with local businesses in our
community and none of them carried the
type of products that we needed. What we
were looking for were simple products
that could make everyday tasks easier to
accomplish.

So “Diabetic point” was born. After

extensive research and product testing,
we are proud to offer these quality
products that foster independent living.
You see, we know that everyone wants to
remain independent as long as they can and we understand how
frustrating the most common household tasks can be without a little
help. That's why we are committed to providing the best products
available for independent living. We are also committed to excellent
customer service and are always available to answer any questions
that you might have about our products.

It is our sincere hope that these self-help products will be able to help
you maintain your independent lifestyle as long as you choose to do
so. We all need a little help now and then. We hope that we can
provide that for you.

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ACKNOWLEDGEM
ENT
We thank Allah Almighty
who gave us the strength to
complete the given task
effectively and efficiently.
With respect to that we are
grateful to all our associates
and Focus Group who helped
us in the completion of this
assignment. And special
thanks to our subject teacher
“Madam Rabia Naseer” who
supported and guided us step
by step in this work.

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 TABLE OF CONTENT

Topic Page #
Preface 1
Acknowledgment 2
Introduction 4
1.0 Idea Generation (M.Toqeer) 5
2.0 Screen of Ideas (Muzammil) 6

2.1 Evaluation of Idea 6

3.0 Concept Development and Testing (Khawar) 8
4.0 Business Analysis (Anees) 16
5.0 Product Development (Awais) 18
6.0 Test Marketing 18

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INTRODUCTION:

Diabetes is a huge issue for many people that require close monitoring by a physician.
Routine foot care is a critical component of caring for a diabetic person. Their feet should
be inspected daily and toe nail cutting may be best left to a professional to avoid any
injury. Any areas of injury, pain, or redness should be immediately reported to their
physician. Proper skin care is critical to keep the skin from splitting, cracking, etc...
Prevention is key!
Keep healthy skin healthy by maintaining it! Diabetic point will be the leading point in
Peshawar, OR with a rapidly developing consumer brand and growing customer base.
The diabetic point includes shoes for diabetic patients, and diabetic medicines like
(AVANDAMET Oral, Avandaryl Oral, and Diabeta Oral) and also serves diabetic
instrument like gluco-meter and insulin.
“Diabetic point” will target the diabetic patient and take out diabetic patient as a customer
with discretionary income by selling high quality, innovative products at a reasonable
price, convenient locations, and providing customer service.

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TYPE 1 DIABETIES:

In Type 1 Diabetes, the person's own body has destroyed the insulin-producing beta cells
in the pancreas. When your own body destroys good stuff in your body it has what is
called an autoimmune disease. Diabetes Type 1 is known as an autoimmune disease.
Quite simply - a person with Diabetes Type 1 does not produce insulin. In the majority of
cases this type of diabetes appears before the patient is 40 years old. That is why this type
of diabetes is also known as Juvenile Diabetes or Childhood Diabetes.

TYPE 2 DAIBETIES:

Person with Diabetes Type 2 has one of two problems, and sometimes both:
1. Not enough insulin is being produced.
2. The insulin is not working properly - this is known as insulin resistance.
The vast majority of patients who develop Type 2 did so because they were overweight
and unfit, and had been overweight and unfit for some time. This type of diabetes tends to
appear later on in life. However, there have been more and more cases of people in their
20s developing Type 2, but it is still relatively uncommon. Approximately 85% of all
diabetes patients have Type 2.

1.0 IDEA GENERATION

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 a) Interior Decorator
b) Medical Department for CUSIT
c) Wedding Planner
d) Diabetic Point
e) Complaint Cell for CUSIT
f) Research Cell-CUSIT

2.0 SCREEN OF IDEAS

I. Wedding Planner
II. Complaint Cell for CUSIT
III. Diabetic Point

2.1 Evaluation Of Idea:

1. Who is it targeted at?

We have targeted diabetic patient because there are about 83% diabetic patient of the
total population in Peshawar who are suffered from this disease. We targeted Diabetic
patient to promote our products well and increase our sale. The most important variables
are to be considered in understanding the favorite customer their demographics, how
they think, how they behave and the words and phrases they use when discussing our
product/services. And there is no center point which can facilitate diabetic patients under
one roof in Peshawar.
2. What is unique about your product/service?
Diabetic point will be the leading point in Peshawar, OR with a rapidly developing
consumer brand and growing customer base. The diabetic point includes shoes for

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diabetic patients, and diabetic medicines like (AVANDAMET Oral, Avandaryl Oral, and
Diabeta Oral) etc..and also serves diabetic instrument like gluco-meter and insulin etc..

3. Competitive edge / Can it grow?

“Diabetic point” will target the diabetic patient and take out diabetic patient as a customer
with discretionary income by selling high quality, innovative products at a reasonable
price, convenient locations, and providing customer service. Diabetic point have the
potential to succeed on a large scale time to time by adding more entrepreneurial features
with the market need to increase our values to the target market.

Diabetic point possess good information about the market and knows a great deal about
the common attributes of our most prized and loyal customers. Diabetic point will

Characteristics Number %age

Age/Years

<40 9 9%
41-50 47 47%
51-60 32 32%
>60 12 12%
SEX
Male 62 62%
Female 38 38%
TYPE OF DIABETES
Type I 2 2%
Type II 98 98%
FAMILY HX. OF DIABETES

Present 41 41%

Absent 59 59%
SOCIOECONOMIC STATUS
Lower 14 14%
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Middle 60 60%
Upper Class 26 26%
leverage this information to better understand who is served, their specific needs, and
how Diabetic point's can better communicate with them.

A common word used when assessing an idea is 'feasibility' which refers to the ease at
which something can be done. We have targeted a diabetic patients in Peshawar which
are Approximately 17% of all diabetes patients have Type 1 & 83% have type 2.
In non-price competition, we plan to maintain stable prices and attempt to improve our
market positions by emphasizing other aspects of our marketing program. However,

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competitors’ prices will be taken into consideration, and price changes will occur over
time. Nevertheless, the emphasis will be on the benefits rather than the price.
We plan to shift our demand curves to the right by means of product differentiation and
promotional activities and also would like to take advantage of the situation when one of
our competitors decides to undersell. The approach that we are going to follow would be
to build strong brand equity for Diabetic Point. This would not be a problem as Diabetic
Point is a distinctive and unique product and we would develop an appealing promotional
program for it.

3.0 CONCEPT DEVELOPMENT & TESTING

Concept testing is the attempt to predict the success of a new product idea before putting
it out on the market. So we selected A centralized test group that has the primary
advantage of size. By gathering all test resources into one organization, there are
economies of scale that permit focus and specialization on such areas as processes and
tools.In diabetic point , resources can be allocated based on demand, so peaks and
valleys can be smoothed out. Diabetic point offers an extensive offering of products. The

basic market need is to offer the product for Type 1 & Type 2 Diabetic patients. Diabetic
point's offer clothes, shoes, instruments, wristband for the diabetic patient.

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• FOCUS GROUP:

As we know, focus group involves encouraging an invited group of participants to

share their thoughts, feelings, attitudes and ideas on certain subject. Our focus
groups within our region can also be very useful in getting the idea or simply a
snapshot of their need. Keeping the view of the idea- Diabetic Point we discussed
and mentioned the clear bases on fact and figures to the specialized Doctors and
diabetic patients to convert our screen idea into a complete concept of a business.
Following topics were under discussion with our focus group.

• Price ff the Products

• Brand Name

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• Slogan
• Product Attributes etc…

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After revising the concept we got many positive feedback and suggestions which we took
it seriously and planned accordingly.

Our market segment consists of a large identifiable group

within a market with similar wants, purchasing power,
geographical location, buying attitude, or buying habits.

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We can create more fine-tuned products and price it appropriately for the target
audience.Diabetic point will provide its customers with a wide selection of high-quality
products that are unique and pleasing in presentation, offer a wide selection of health
conscious choices. Diabetic point seeks to fulfill the following benefits that are important
to their customers.

• Selection. A wide choice of products.

• Customer service. The patron will be impressed with the level of attention that
they receive.
• Competitive pricing. All products will be competitively priced relative to other
companies.

CarePillow Foot Protector

From : List Price : Rs

2500/-

List Price : Rs 500/-

Comfort Strides Shoes Mens DI Case
Dia Pak Classic

From : List Price :Rs 2500/-

From : List Price : Rs

From : List Price : Rs 1000/-
450/-

Dia Pak

DayMate List Price : Rs 1300/-

From : List Price : Rs 500/- From : List Price : Rs
1300/-

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 From : List Price : Rs From :List Price : Rs
From : List Price : Rs 250/-
1200/- 1200/-
buy
now
Fit & Fresh Breakfast
Fit & Fresh 2-in-1 Salad Chiller
Everyday Diabetes Organizer
Shaker

From : List Price : 2500/- List Price : Rs 450/-

List Price : Rs 500/-
Fit & Fresh Chilled Shaker Cup
Fit & Fresh Deluxe Lunch Fit & Fresh Drink Mixers
Chiller

From : List Price : Rs

List Price : Rs 250/- List Price : 1200/- 450/-

Fit & Fresh Liv Pure Filtered

Fit & Fresh Healthy Food Snacker
Fit & Fresh Healthy Lunch Water Bottle
Combo Pack

List Price : Rs 250

From : List Price : Rs 200
List Price : Rs 600

Fit & Fresh Lunch on the Go Fit & Fresh Lunch on the Go Fit & Fresh Lunch POD

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 Set

List Price : Rs 300/-

List Price : Rs 200/-
List Price : Rs 220/-
Fit & Fresh Soup & Salad Fit & Fresh Vortex Hydrator Fit & Fresh Warm Soup
Container

List Price : Rs 400 List Price :Rs100/- List Price : Rs 120/-

Fit & Healthy Tools For Staying Fit

FRIO Insulin Cooling Wallet FRIO Insulin Cooling Wallet
Duo Pen Extra Small

From : List Price : Rs 1250/-

From : List Price :Rs 850/-

From : List Price : 850/-

FRIO Insulin Cooling Wallet FRIO Insulin Cooling Wallet FRIO Insulin Cooling Wallet
Individual Pen Large Small

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 From : List Price :Rs 590/- From : List Price : Rs 700/-

From : List Price Rs 410/-

FRIO Insulin Pump Cooling Wallet
Insulin Protector Diabetic
Case
Insul Guide

List Price : Rs 650/- List Price : Rs 290/-

From : List Price : Rs 810/-

Micro Cooler Diabetic Case Micro Refrigerator

Magni Guide

List Price : Rs 290/-

List Price :Rs 250/-

List Price Rs 2500/-

On the Go Organizer Pen Plus Diabetic Case Portfolio and Diabetes
Organizer

From : List Price : Rs 400/-

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 From : List Price : Rs 150/- List Price : Rs 250/-

Securitee Blanket
Safe Clip
ProtectAll Diabetic Case

From : List Price : Rs 850/-

List Price : Rs 120/- From : List Price : Rs 150/-

Wright Prefilled Syringe Case

SwellSox

List Price : Rs 100/- List Price : Rs 150/-

4.0 BUSINESS ANALYSIS:

Diabetic point's advertising budget is very limited, so the advertising program is simple.
Diabetic point will do direct mail, banner ads, for promoting their products to the target
market. Diabetic point's mission is to provide the customer the finest product. We exist to

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attract and maintain customers. Our products will exceed the expectations of our
customers.

1. Maintain positive, steady, growth each month.

2. Experience an increase in new customers who are turned into long-term
customers.
3. A double-digit growth rate for each future year.
4. Reduce the overhead per store through disciplined growth.
5. Continue to decrease the variable costs associated with product production.

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Sales Forecast
Jan Dec 2010 2011
Unit Sales
Shoes 110 135 1200 1350
Sock’s 155 175 1600 1800
Insulin 190 230 1700 1900
Gluco-Meter 75 100 850 1100
Diabetic Traveler Pouch 50 75 600 700
100
Deluxe Lunch chiller 10 13 95

Vortex Hydrator 135 155 1300 1550

Micro Refrigerator 20 35 140 190

Others 600 780 1400 1600

Total Unit Sales 1,535 2,020 10,240 11,790

Unit Price
Shoes 1200 1230 1190 1250
Sock’s 250 230 210 255
Insulin 850 830 825 850
Gluco-Meter 550 520 510 540
Diabetic Traveler Pouch 900 880 890 910
Deluxe Lunch Chiller 1200 1170 1190 1220
Vortex Hydrator 100 85 95 110
Micro Refrigerator 2500 2480 2490 2510
Others 345 350 320 310

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Sales
Shoes 132000 142500 428000 480550
Sock’s 38750 40759 336000 370650
Insulin 161500 163500 502500 550250
Gluco-Meter 41250 50250 534000 568000
Diabetic Traveler Pouch 45000 47650 650125 690145
Deluxe Lunch Chiller 12000 13500 113050 230350
Vortex Hydrator 13500 15000 123500 150250
Micro Refrigerator 50000 52450 348600 368000
Others 49000 52100 448000 460800

TOTAL SALES 54,3000 632,000 3473775 3868995

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5.0 PRODUCT DEVELOPMENT:
Our process of product development is Outsourcing that has caught the imagination of
the entire business world
The reasons to outsource product development are:

• Acquiring Expertise
• Building Additional Resources
• Minimizing Development Costs.

Some of our outsourcers for the different products are as follows:

• Hush Puppies (for soft and silicon made pads for shoes).
• Abbot Pharmaceuticals (For different medicines and insulin).
• Glaxo Smith Kline (GSK) for Gluco-meters and different other instrument.
• ZARA Fabrics (for special diabetic Socks)

TERMS & CONDITIONS:

• Quotations submitted by Diabetic Point shall be valid for the period therein
stated, or where no period is stated then for a period of thirty days from date
that such quotation is issued by Diabetic Point.
• The quantity of the Goods shall be those specified in the order verification
from Diabetic Point.
• The price for the Goods is exclusive of local sales taxes.
• The outsourcers must provide all the required products with in the given time
frame otherwise the Diabetic Point have the right to charge late delivery
charges.

5.0 TEST MARKETING:

Test Marketing is a limited introduction of a product or service to test public reaction for
a full market strategy. Giving the public a small sample of what is to be offered is a form
of test marketing. As diabetic Point would be the only point/display-centre in the region
and will be used for the test marketing in the category of “Start Test Marketing”

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