AD DIRECTORY

Usama Akhtar
Ahad

 Mission Statement:
The main aim of this business will be
to provide new latest ads at your
doorstep so that you can make an
informed decision.
Vision:
To see every household happy and
satisfied with their purchases.

SWOT Analysis
Strengths:
Innovative product: The magazine is innovative
and welcomes ads on a wide scale of variety.
Customization: the purpose is to add value to
our product by customizing ads according to the
requirements and desires of our customers.
At Door Step: the magazines will be deilevered
at door steps to customers.
Specialization: developing a mass and niche
market and thus making higher profits

 Weaknesses:
Lack of brand awareness: Its a new type of
magazine so less demand at start.
New concept: the concept of Ad Directory is
new to our society and culture thus there is
no guarantee provided that it will be
accepted in our local market.
High cost structure: Since advertising is a
costly, our cost structure will definitely be
high thus charging a high price.

 Opportunities:
Market leader: bringing something
innovative in the market for the first
time provides us with the opportunity
to become the market leader.
Go online: reaching out to a wider
market and reducing costs

 Threats:
Emerging new substitutes: other
similar products arising with lower
prices
Economic downturn: due to inflation
increasing, customers losing their
purchasing power. Hence, reducing
demand for the product

Segmentation
GEOGRAPHIC

DEMOGRAPHIC

Middle Age
Pakistani

Urban
People

Male/femal
e
Middle to
high
income
group
Working
class

Psychograpics

Attitude and
beliefs
People who prefer magazines
and online sources to inquire
about products and
promotions before purchase
and those who do not

Target Customers
Our target customers are those
people who wants to inquire about
product and services before purchase
and seek information about
promotions and discount offers
offered by different brands.

Positioning statement
We offer innovative and informative
magazine that provides a showcase
of the best ideas across all areas of
consumer culture, an exploration of
the talent and techniques behind the
work and insight on the people and
the trends shapingbrand creativity.

Operation plan
The Ad Directory magazine will be
introduced in January. Following are
the summaries of the action program
we will use during the 1 year of the
launch to achieve our stated
objective

 Competitive Review:
Although Ad Directory magazine has
a direct competitor in the local
market, Home Express.
Despite this strong competition, Ad
Directory can carve out a definite
image and gain recognition among
the targeted segments.

Distribution
Our product will be distributed to our
customer monthly free of cost with
dawn newspaper.
Cost of distribution is Rs 2 per unit.

Price
We have 20 pages available for
advertisement we will charge Rs 10
per page.
10000 copies will be distributed in
the first month of operation.

promotion
Advertisement will be done through
social media, b2b website, email
marketing , newspaper and radio.

Financial projection
Startup Cost and fixed
expenses
unit Price

no of Units

Stationary

10000

Furniture

100000

License Fees

50000

Personal Computers

48900

97800

security deposit office

60000

180000

Website designing (b2b)

186700
624500

operating Expenses
Editor Salary

60000

Graphic Designer
Cost of outsourcing Magazine
Printing

40000
52

10000

520000

CASH BUDGET
cash Budget

153850
0

opening balance
reciepts

200000
0

sales

Payments
Editor Salary

60000

Graphic Designer

40000

Cost of outsourcing Magazine

Printing

52

10000

Marketing Expense
Distribution cost

520000
20000

10000

other Expenses

20000
20000

office employees

25000

100000

Outdoor Employees

30000

60000

INCOME STATEMENT
Income
Statement
sales
less Expenses
ebit

2000000
914000
1086000

intrest

10256.66667

ebt

1075743.333

tax

14343.24444

EAT

1061400.089

BALANCE SHEET
Balance sheet
Current Assets
prepayments
cash and bank

Liabilities and Equity

180000Loan
197540
0
215540
0net profit

Fixed assets
stationary

10000

computers

97800

Furniture

100000

Total fixed Asssets

207800

1538500

1061400