c





  

1. 

(a) Target Customer ± Senior Secondary School and College Students.

(b) Value Proposition ± 24x7 Access to much needed text books at short
notice.

(c) Visibility and Adaptability ± The service would be highly visible and could
be adapted to easily.

(d) Additional Revenue Stream ± Diversification into Tutorials and tie ups with
leading book publishers.

2. 

(a) Market Size ± 180000 (In DU Alone)

(b) Growth Rate ± 18 % (As per Expressindia.com dated 21 Apr 2008)

(c) High Concentration of Academic institutions in Delhi Area.

(d) Current difficulty in access to books in terms of timeliness and cost.

3.  !"#

(a) Competition ± We are a new entrant into a field already occupied by

filpkart.com, bookadda.com and the local book sellers. However, our
USPs of access by telephone, timeliness and cost would reduce the effect
of competition.
(b) Suppliers ± Currently, supplier strength is high since we are dependent on
them for setting up the business.
(c) Buyers ± Buyers also have a strong force since they have other options
like .com, bookadda.com and the local book sellers
(d) Substitutes ± There are no known substitutes in the market.
(e) New Entrants ± Yet to be ascertained.

4.  !"#
 (a) Location ± The service is planned to be located in the vicinity of DU South
Campus and JNU. It has a high concentration of student population in the
area.
(b) Supply Chain ± Tie Ups with book publishers have already begun.
Delivery and collection of books would be by our staff.
(c) First Mover ± In terms of a telephonic book delivery service, we have a
first mover advantage.
(d) Margins ± In terms of per delivery, the margins may be low; however, the
volume of transactions is expected to be large but the same would be
balanced out by decrease in storage costs.
(e) Fixed Costs ± Fixed costs are restricted to salaries and rental of storage
space.

5. $

(a) Gaurav Chugh ( $!) ± A software engineer with over 7 years of

experience in building high volume business applications in area of
Business analytics, CRM and Project and Operations management. Holds
2 patents 1 each in area of CRM applications and Project Management
applications.
(b) Barathan Gopalakrishnan ± An Air Force Officer with over 20 years of
service including 5 years as an instructor in training institutions. Is an M
Tech and understands the needs of students well. Is planning to quit the
IAF within a year.
(c) Babu Paul ± An Air Force Officer with 20 years of service including 4
years as an instructor in a Technical Training Institution and 11 years in
operations management. He is presently associated with preparation of
technical publications, editing of Maintenance Journals and Printing of
various publications of IAF. He Is planning to quit the IAF within a year.
(d) Bharat Rajak ±
(e) Atul Bansal ±

6. %
"&

(a) Channels of Delivery

(b) Innovation in Supply chain using business analytics
(c) Reach of the service
(d) Maintaining low cost by carrying minimum inventory and low warehouse
costs.

7. '&
(a) Market Risk ± Test marketing not done. But students have expressed the
need for timely delivery of books.

(b) Operational Risk ± Supply chain mismatch.