Marketing Plan OF House In

GROUP MEMBERS:
1. Khushbakht Ahmed (i12-0800)
2. Nimra Tariq ( i12-0855)
3. Ramsha Raza (i12-0888)
4. Yousuf Zulfiqar (i12-0814)
5. Mohammad Usman (i12-0771)
6. Ayesha Munir (i12-0726)

Table of Contents
INTRODUCTION........................................................................................................... 4
EXECUTIVE SUMMARY................................................................................................. 5
MARKET RESARCH - SITUATION ANALYSIS:.................................................................8
MARKET ANALYSIS:.............................................................................................. 8
MARKET ANALYSIS: COMPETITION:............................................................................8
MARKET SEGMENTATION THE CONSUMER MARKET:.............................................9
GENERIC MARKETING STRTEGY:............................................................................... 9
INDUSTRIAL ANALYSIS:............................................................................................... 9
PESTEL ANALYSIS MACRO ENVIRONMENT ANALYSIS:..........................................11
Political Factors:............................................................................................. 12
Economic Factors:........................................................................................... 12
Technological Factors:................................................................................... 12
Environmental Factors:..................................................................................12
Legal Factors:.................................................................................................. 13
SWOT ANALYSIS MICRO ANALYSIS:......................................................................13
Strengths:........................................................................................................ 13
Weaknesses:.................................................................................................... 14
Opportunity:.................................................................................................... 14
Threats:............................................................................................................ 15
DESCRIPTION OF VENTURE:...................................................................................... 15
OPERATIONAL FLOW (PROCESS AND PEOPLE COMBINED):.......................................17
MARKETING MIX 7 Ps OF SERVICE:.........................................................................18
1. PRODUCT SERVICE:..................................................................................... 18
2. PLACEMENT:................................................................................................. 20
3. PRICING:........................................................................................................ 20
4. PROMOTION:................................................................................................. 22
Promotion Tools..................................................................................................... 22
5. PEOPLE:......................................................................................................... 24
6. PROCESS....................................................................................................... 25
7. PHYSICAL EVIDENCE:..................................................................................26
FINANCIAL PLAN:...................................................................................................... 28
3

CAPEX MODEL HOUSE IN................................................................................. 28

OPEX MODEL FOR HOUSE IN:..........................................................................29

CONTINGENCY:................................................................................................ 31

INCOME FORECASTING....................................................................................32

NET PRESENT VALUE....................................................................................... 35

APPENDIX 1: FINANCIAL AGREEMENT.......................................................................36

APPENDIX 2: AGREEMENT FORMS........................................................................... 41

INTRODUCTION
In the present ERA of high security risk appointment of an employ for home
services is a complicated task. Poor relationship between the management
and blue-collar Labor for household chores, unskilled labor and most
importantly Security concerns are the things which are needed to be
addressed on immediate bases .By Considering the at most need of people
and on the basis of research conducted on the desires of Labor Services in
executive market House In has thought of coming up with the most
secured possible way to execute the household services with providing
satisfaction, security, trust and goodwill to its customers.
House In is a Labor Service Agency located in I-8 Markaz Islamabad with
a deliberate view in which both the employees and the clients of the twin
cities can reach effortlessly in no time. House In ambition is to make every
day better of its customers by providing them a complete household
solution and to earn success by building a long term relationship with them
House In is not just a business but its a social initiative which is taken to
ease people in the search of skilled Labor especially like Drivers, Cooks,
Chefs and Maids. currently House In is dealing in 3 categories of household
services including maids, cooks and drivers which will be provided with
proper uniforms , psychiatric evaluation and security verification .
House In startup cost is financed in two chunks. The major proportion of
amount of around 60% of the investment is been provided by the angel
investor Brig. Rt. Simon Shriff who is

The rest 40 % amount of the venture will be self-financed in which each

partner will be contributing equal amount of share for the investment. The
amount of revenue will be distributed among the partners on the basis of
their contributions.

Any Information, data and drawings personified in this business plan of

House In are firmly confidential and will only be disclosed on the terms and
conditions by the understanding that they will be held intimate and will be
not disclosed to third parties without the prior written consent of the owners.

EXECUTIVE SUMMARY
In Islamabad and Rawalpindi, households, of all social classes, were facing
immense difficulties finding trained and loyal workers as drivers, cooks, and
maids/servants. The concept of House In arose following trends of
complaints by our own parents and relatives of how retaining loyalty in
employees is a major issue of our time. As we further expanded our ears to
listen more closely on this matter, we understood that our family, friends and
relatives but a majority of families across the twin cities faced this issue.
Moreover, numerous people, especially women, found it largely inconvenient
to train the workers according to their needs.

House In provides shelter to our customers, the households, from these

hindrances to their quality life. We provide solutions to everyday hassles,
which households have to face every day in adjusting their workers to their
lifestyle. We want our customer to talk to us, we provide them an ear to
listen to their complaints, to listen to their suggestions, to their needs, to
their likes and dislikes and tailor our employee at their house as the
employee our customer demands.
House In isnt just a fruit off a tree. The idea came into being after thorough
research, concluding the need of motivated Labor Services in executive
market is vast, especially for Chauffeurs/Drivers, Cooks/Chefs, Maids and
Helpers. Poor relationship between the management and blue-collar Labor
for household chores, unskilled labor and most importantly Security concerns
are our target markets major apprehensions. Thats when House In
thought of coming up with the most secured possible way to execute the
household chores, while maintaining what the common household needs:
satisfaction, security, and trust and goodwill.
We cater to the barely touched Facilities Managements sector. Traditional
dominance by privately contracted employees has been challenged by
Agencies recently, but none caters as large as the needs of the market.
Initially, House In is dealing in:

Drivers/Chauffeurs
6

Cooks
Maids/Servants

Despite the general assumption, keeping in view the common household

chores our entire clients share, services offered by House Ins employees are
not homogeneous. Our market analysis leads us to believe that while the
basic chores in every household are the same; it is the preference is the way
that the chore is tackled that makes all our clients different from one
another. Another differentiating factor is that each household lives a life of
luxury different from its same-class neighbor.

House In boosts not only our current services but expansion possibilities
throughout other cities too. Not only that, House In has capabilities of dealing
in numerous other types of workers too in Gardening, Governances, and
Maintenance.
We have reason to believe that the customer will want to establish business
with us because there are only a handful of very narrowly known businesses
dealing in the same product that we deal in. Moreover, such businesses (as
we have learnt) do not carry any promotional activity for customers to be
well aware of competing agencies. Moreover, our Unique Selling Proposition
is unchallenged in the industry as no other business or private employee
focuses on it.
Our Unique Selling Proposition includes:
1 Psychiatric Evaluation using a test by Psychologist Daniel Goleman
2 Security Verification with Islamabad Capital Police
3 Health Assurance as every employee passes through a medical
checkup at Polyclinic Hospital, G6, Islamabad
Our biggest asset and marketing tool is our Labor: the employees we train
and send at work to our customers houses. Recruitment of workers will not
be a very big issue for us since unemployment of blue-collar workers
produces a result over ten folds that of white-collar unemployed people.
Desperation of employees for work can be seen at numerous sectors such as
I-10. It will be our responsibility to train these workers and assure a much
better worker in them than theyd have been had they been hired otherwise.
We will deliver that promise by understanding our customer. We have a wellplanned procedure that we will follow in maintaining employees and ensuring
their standards explained later in the document.
7

To help us flourish our claim of providing our customers with a quick, reliable
and sustainable service, we have developed a composed process for our
service, which will definitely help us provide the best service to our valued
customers. Following are the initial measures we would implement before
taking orders from our customers

Developing and managing an effective database registering the labor

pool and profiling them according to their areas of interest
Registration of our labor pool in our database through newspaper
advertisements, short time surveys, and the word of mouth
Short listing the applicants considering our service categories and the
initial demand in the marketplace
Submission of their documents, at the same time asking them to visit a
designated government hospital in order to provide them with the
health assurance certifications which are of course free of any cost
Applying their submitted documents for the security verification in the
police record

MARKET RESARCH - SITUATION ANALYSIS:

The Labor service agency House In entering in its first year of operation
has discovered that the twin cities communities have a need for executive
placement of labors and exponentially requires professional labor service
agency. The basic market need is a skilled house hold service provider that
can work in households of executives.

MARKET ANALYSIS:
House In conducted a market exploration research of target market
masses leveraged to better cognize who is to served, their explicit needs,
and how House In needs to approach them with their demanded services.
The market size for labor service agency is forecasted to be 98%.

Need for Helpers

6%

94%

MARKET ANALYSIS:
COMPETITION:
Twin cities have about some labor providing firms such as Malik brothers
domestic labor employment co. and Askari. However, these search firms
handle many other different positions and market segments, and are
nominally small scaled and not well marketed.
There is a huge scope of market penetration for the executives as there is no
huge major competition prevailing.

MARKET SEGMENTATION THE CONSUMER MARKET:

The market segment that House In targets is a Niche Market - The
executive class of Islamabad concerned about their hygiene and health and
willing to a premium price for premium quality services. Based on both
9

Demographic factors as well as behavioral factors customers are increasingly

worried about the security as well as hygiene issues related to household
servants and so customers are willing to purchase premium services as
nothing compares to the safety and security of an individuals family.

MARKETING INTEMEDARIES:
House In being a service takes benefits from marketing service agency
named SWITCH. The purpose of this is to promote and inform customers
of House In services through customized promotional text messages,
which will be delivered by SWITCH to the target audience.

GENERIC MARKETING STRTEGY:

The main marketing strategy used by House In is differentiation strategy,
to create an image in consumers mind that we intend to do something
different. House In intends to do that by providing complete security
assurance along with health assurance by both physical and psychiatric
screening.

INDUSTRIAL ANALYSIS:
In last few years, the security situations of the country owing to construct
security laws for the nation have been eminent. In such environs, overall
consequences provides healthy environment with increasing opportunities
for Agencies like House In providing secure and safer solutions to
household labor needs. Tools for Environmental analysis are:

Porters 5 Forces Model for Industrial Analysis

PESTEL for Environmental Analysis
SWOT for Agency Analysis

10

Porters Five Forces Model:

For the business strategy to analyze the level of competency and threat to
the service, our agency House In evaluates the industry environment on
Porters Five Forces Model framework.
B a r g a i n in g p o w e r o f L a b o r

B a r g a i n in g P o w e r o f C u s t o m e r s

T h re a t o f n e w e n tr a n ts

Porters 5
forces
Model

T h r e a t o f s u b s t it u t e s

In d u s tr y R iv a la r y

1. Bargaining power of Labor: The individuals/ labor applying for

selection and those within the company labor pool have HIGH
bargaining power. Since the open labor pool in environment is cheaper
and easily available and due to high Demand , references and word of
mouth be the most effective hiring tools by individual effort itself,
therefore hiring such employees for agency in high demand market
atmosphere the labor holds high bargaining power

2. Bargaining Power of Customers: Since there is no specifically

executively trained labor pool available in market for high end

executive class. To cater the need House In targets the Niche, thus the
bargaining power of customers is low.

3. Threats of new Entrants: There is high risk of new entrant intrusion

in this sector as currently there is no specific direct competitor present.

Demand is high and there are high chances of market growth therefore
there are high chances of new entrants in market.

11

4. Threats of Substitutes: Any person on wheels on road is a substitute

for our drivers along with the Taxi and the public transport. Similarly,
the home cooking delivery services are the indirect substitutes of our
cooking service. There is no such substitute of maids and servants.
However, anyone willing to work on the household chores themselves
can act as a substitute for our agency. Therefore the threat of
substitutes is HIGH.
5. Industry Rivalry: Since House In penetrates its services in niche
market of executive class, there is no current competition of industry
rivalry available

PESTEL ANALYSIS MACRO ENVIRONMENT ANALYSIS:

12

Political Factors:

Labor Laws: Amendments in any labor laws by the government will

directly affect House In recruiting labor pool.

Economic Factors:

Unemployment: If Unemployment increases, the pool of labor

available for selection and recruitment of House In increases.

Income: If the disposable income of consumer increases, the budget

constraints of the consumers alters and thus they are willing to pay
more for services of House In and vice versa.

Social Factors:

Population Growth: Increase in population is directly related to

unemployment. If the population increases, the labor force available
for House In also increases.

Demographics: More people are inclined towards keeping trained

maids, drivers and cooks if the security and health issue is tackled
with.

Technological Factors:

Innovations: Operational industrial innovations in technology

affecting the market favorably will refers to Office automation,
research and development and the amount of technological awareness
that a market possesses in House In organizational structure and
behavior too. House In can benefit from these innovations and
target more customers through various means.

13

Environmental Factors:

Climatic Conditions: Extreme climatic conditions like floods, heavy

rain showers and excessive snow can affect the transportation and
availability of only Temporary maids/ servants/ cooks / drivers to the
homes they are employed in.

Legal Factors:

Security Laws: Any

the security issues directly
ensures complete security to

changes in Law regarding

affect House In as it
their customers.

Health laws: Changes in health law will also make House In to

amend its health assurance plan for all its employees.

SWOT ANALYSIS MICRO ANALYSIS:

The following SWOT analysis indicates the key strengths and weaknesses of

House In and defines opportunities and possible threats for House IN

Strengths

Threats

Weaknes

Opportunit
ies

14

Strengths:

Security: House In maintains police verified records of all the selected

labor staffs, with CNIC registrations at NADRA and the original CNIC
copy kept with the Agency itself.
Copies of at least 2 related
references to be submitted along with the employers personal original
CNIC and domicile documents. Furthermore, employees undergo
psycho Analysis personality test (Freudian personality test) conducted
by the Agency.

Health Care services to Employees: House In ensures Urbane,

predictive
screening mechanisms both physical and psychiatric and vaccinations
of labor with Heart file International before recruitments.

Low Initial startup cost: We tend to utilize our personal skill set and
aptitude to the maximum, cutting down the extra initial startup costs
and bank finances.

Social Innovation: House In caters to socio-economic issue of

Unemployment, providing service occupations and recruitment
opportunities for the deprived. We ensure enrolling employees 18 and
above for permanent jobs. Those under 18 will be given informal
trainings with Master Ayub teaching program free of additional cost
and will be sent for temporary jobs.

Low marketing cost: Initial marketing costs for House In are also
low as they tend to promote more through personal selling in different
sectors of Islamabad.

Weaknesses:

Brand Loyalty: Lack of Brand equity initially, a function of a startup

organization. House in needs to primarily work on creating Brand
loyalty and recognition in the minds of the customer, a clear
perception of House In - a Sole Solution to All household Labor
needs.

15

Product Differentiation: House In needs specifically to create of

product/ service diversification in the mind of the customers. Inability
to do so can act as a major weakness for the company.

Opportunity:

Expansion in Cities: House In services in future shall be

expanded to the big cities of Pakistan such as Lahore, Faisalabad, and
Peshawar etc.
Expansion In Services: House In looks forward in expanding its
household services and the labor pool in the following amenities:
i. Gardening
ii. Governances
iii. Maintenance
Collaboration: In future House In can also benefit by
collaborating with different other companies and benefit for
patchwork principal.

Threats:

Consumer Right and Laws: House In conducts strict security

checkups and psychological screening of staff. Yet however,
consumer right protection is our utmost duty and any unfavorable
incident can ground a threat to the standing of the company in the
market.

DESCRIPTION OF VENTURE:
House In isnt just a fruit off a tree. The idea came into being after
thorough research, concluding the need of motivated Labor Services in
executive market is vast, especially for Chauffeurs/Drivers, Cooks/Chefs,
Maids and Helpers. We understand the difficulties and worries of privately
16

employing such services to homes. Poor relationship between the

management and blue-collar Labor for household chores, unskilled labor and
most importantly Security concerns are our target markets major
apprehensions. Thats when House In thought of coming up with the most
secured possible way to execute the household chores, while maintaining
what the common household needs: satisfaction, security, and trust and
goodwill.
We deal in three categories of household services, primarily cooks, maids
and Drivers (discussed in detail under Marketing Mix). It is basically a small
scaled business, PPL in nature i.e. Private partnership limited. Initially, the
startup is done by 6 entrepreneurial group members with Angel investment
of 60% initial startup cost by Brig. Rt. Simon Shriff. House In starts with
hiring just one additional office staff for call operations and maintaining the
labor pool of 50.
Our Office setup is basically situated in I8 Markaz, an apartment with a room
for office setup and a kitchen for cook testing. The Office Equipment
includes:

A computer desktop for customer relations, customer orders through

websites, maintaining database of employees and much of the
operation work.
A Printer for printing documents such as agreement forms
A Bolan high roof for the transportation and delivery of employees to
the customers.

House In basically is an initiative of a group of students of FAST National

University Islamabad, working together with the vision and mission of
making every day better for the citizens of Twin Cities. It is not just an
entrepreneurial business venture, but a social initiative which is taken to
ease people in the search of skilled Labor especially like Drivers, Cooks,
Chefs and Maids.

17

OPERATIONAL FLOW (PROCESS AND PEOPLE

COMBINED):

Short
listingverification
according to
the
demand
ssion
ofpool
their(I-8
documents,
security
and
health
assurance
e
labor
Markaz
Office).
This
process
will
be
carried
out on p
Magazine), short time surveys, and the word of mouth

e employee
along
with a and
representative
in our service
vehicle
Developing
a package
complete communication
pathway
Calling
the person
to our offi
g a general psychological evaluation, general training session, agre

Finalizing
the deal
and
collecting
first month
fees.

18

MARKETING MIX 7 Ps OF SERVICE:

1. PRODUCT SERVICE:
House In caters to the barely touched Facilities Managements sector.
Traditional dominance by privately contracted employees has been
challenged by Agencies recently, but none caters as large as the needs of
the market. Initially, House In is dealing in:

Drivers/Chauffeurs
Cooks
Maids/Servants

Despite the general assumption, keeping in view the common household

chores our entire clients share, services offered by House Ins employees
are not homogeneous. Our market analysis leads us to believe that while the
19

basic chores in every household are the same; it is the preference is the way
that the chore is tackled that makes all our clients different from one
another. Another differentiating factor is that each household lives a life of
luxury different from its same-class neighbor.
Every client requires a different employee, even if the common chore being
catered to seems the same. House In is the first agency to maintain
cooking employee records around the minor details such as the food style
the cook is able to produce. Initially, House In offers cooks who specialize
in:
i.
ii.
iii.
iv.

Desi/ Continental
Italian
Chinese
American/Other

The personnel management system ensures testing of the cook before

approving their claim of specialization in a food style. Thus, the client is
assured of perfection or replacement if one employee does not achieve
perfection.
Contracts offered for hiring of our employees is based on three time periods:
1. Daily
2. Weekly
3. Monthly*
*Terms and conditions apply: the employee must not be expected to come to work
on Sunday, and must be allowed a total of 2 days off for uncertain events.

Uniform:

Servants are to wear white shirts and black trousers.

Drivers are to wear white shirts and black trousers, with a hat.
Cooks are to wear white shirts and black trousers, with an apron.

20

2. PLACEMENT:
House In personnel management system claims exceptional simplicity and
low cost. We forward employees to our clients as per their demand, without
which employees are neither on our payroll nor on any physical waiting list.
Only in the initial contract signing, are the employees called and brought to
the clients on the business vehicle, along with a representative from our
office to sign the contract.
Our Service is placed in households, which are the private property of our
clients. Throughout the contract period, the employees must report
themselves to the household on the designated time. Thus rendering the use
of our vehicle limited, saving us a significant amount of everyday expense.

House In may be contacted on location on the main Sector I8 Markaz. Of

all location options, our office enjoys the following privileges:

Low cost establishment

Ease of access
Easy to locate for clients and other business partners
The surrounding market allows us to fulfill our daily requirements in the
shortest possible time

In a strategic view, I8 is the best option available for our employees to reach
us (just In case), and for us to reach our clients. This settlement is the least
costly and most effective solution to problems where employees willing to
work may be located far away from us; and the same is for clients willing to
deal with us.

3.PRICING:
House In intends to provide premium services to a niche market of
Rawalpindi and Islamabad. We aim to change the conventional concepts and
methods of household service providers. Providing customers with trained
staff in uniforms is what House In aims to achieve, and so charge a
premium price for their exclusive services as well.
The pricing Strategy that House In uses is Cost-based pricing method. Our
prices are estimated according to what consumers are already paying for the
21

services which we found out through our market research data. In the
beginning we add a fixed mark up of 10% to the total cost of providing the
service to our customers however our prices will be renewed after every 3
months when we update our contract with our customers.
The packages that are formed with a 10% markup are as follows are as
follows:

Maids/Servants
Permanent Maids
Income
Service Charge
Uniform
Provident Fund
Insurance 2%
Mark-up 10%
Package

11000
500
1000
400
258
1315
14500

Temporary Maids
(9-5)
9500
500
500
400
218
1111
12300

Temporary Maids
(2-4)
5000
500
500
400
128
652.8
7200

Drivers
Permanent Driver
Income
Service Charge
Uniform
Provident Fund
Insurance 2%
Mark-up 10%
Package

14000
500
1200
400
322
1642
18000

Temporary Drivers
(9-5)
12000
500
1200
400
282
1438
16000

Temporary Drivers
2000
500
600
0
0
315
3500

Cooks
Income
Service Charge
Uniform
Provident Fund
Insurance 2%
Mark-up 10%
Package

Permanent Cooks
15000
500
1200
400
342
1744
19000

Temporary Cooks
12000
500
1200
400
282
1438
16000

Temporary Cooks
1500
500
1200
0
0
320
3500
22

4. PROMOTION:
House In focuses on niche marketing of house hold services to the
Executive class of twin cities. Following are the promotion tools of House
In:

Promotion
Tools

Personal Selling: Personal Selling is the Unique Promotional

Proposition of House In. We believe in Door to Door Service
Demonstrations to our target audience. Frequent Visit to our valued
target market to show them what we have for them, Making Everyday
Better!

House In does not go for mass marketing, thus no need for

heavy advertisements made for getting pull (demand) response. We

believe in unique Selling proposition of personal selling instead. Door
to Door Service Demonstrations to our target audience identified
through our demand survey. Frequent Visit to our valued target market
23

on their doorstep to show them what we have for them, for Making
Everyday Better addition to our advertising strategy.

Pamphlets: Brochures and Leaflets are to be attached with the

prominent executive Magazines like Aurora and Business Insider and
Newspapers like The NEWS and DAWN, which are most commonly
reviewed by our target audience. Our Brochures will be available on
the counter of leading store and stops like Al Fatah, Isa Jee , Body
Shop, Shaheen Chemist, Latllier etc. where are target market is most
expected to visit for grocery and shopping.

Newspaper Advertising: Classified advertisements of House In for

staffing and labor recruitment in Urdu Newspaper Ausaf. ! For Print
Advertisements, Pamphlets are to be attached with the prominent
executive Magazines like Aurora and Business Insider and Newspapers
like The NEWS and DAWN, which are most commonly reviewed by our
target audience. We believe doing an extra with pamphlets every week
for executives will be value

SWITCH: In collaboration with SWITCH, customized electronic

promotional messages will be sent to the targeted audience, informing
them about the new services and promotional offers about discounts
and other personal selling activities of House In.

Punch Cards: House In plans to introduce first time in Pakistan

Punch Card systems.
Regular customers of House In enjoy extra discounts and services
bonuses. Unlike Credit Cards, House In provides the very first Punch
Card System in Labor service Sector. Customers holding the punch
card enjoys extra services like getting the card punched on each
service tour and on availing 5 services from House In, enjoy the 6th
service for free.

On Road Promotions: Stickered Bolan high roof with the House In

official logo and tag lines serves as a promotional tool on wheels for
the people on roads. On road promotions by the companys High roof
while on wheel. High Roof will be painted with the House In official
24

logo and tagline a constant reminder of the presence of agency for

the people on road.

Website, Application and Facebook Page: House In has its user

friendly Android and Windows Application to be installed for quick and
easy registrations, free of cost. We are also available on web portal and
Facebook page, posting feed and updates of new services and personal
selling promotions for all. House In has its user friendly Android and
Windows Application to be installed for quick and easy registrations,
free of cost. It will be easily downloaded from Play store and Windows
Phone Store and installed in any cellphone with Operating System Jelly
Bean as well as Kit Kat. We are also available on web portal with an
official website for registering online and Facebook page, posting feed
and updates of new services and personal selling promotions for all.

5. PEOPLE:
House In as the trend makers in the facilities management industry heed
our employees in a way that best fits in the needs of our valued customers in
delivering better service quality by acquiring the necessary needed skill set.
We present our employees to our customers not just for the sake of business
but also trying to fulfill the needs which become the just reasons for our
business. For someone who intends to become our employee by acquiring
the roof of our business must first align his/her values in accordance to our
business objectives.
Following are the best differentiating characteristics of our employees that
proudly make us able to lead the market trends by initiating innovative and
critical thinking work features.

The people we provide already have the basic skill set related to the
service categories(Cooks, Drivers, Maids/Servants)
Despite acquiring the basic skill set, we ensure testing of those skills
based on our personnel management systems before approving their
claim of specialization.
We deliver unrivalled security assurance of our employees which best
covers the following aspects

25

1. Verification of their documents(CNIC, Licenses, Certificates, etc)

from NADRA
2. Scrutinizing their profile in the police records
3. Reexamination of their claimed experience by contacting their
past work places.
4. Re scrutinizing their profile after every next three months, once
employed at the work place.
Heath assurance is one of our prime differentiating constituent of
quality service which covers the general vaccinations and hygiene
treatments offered free of cost, hence adding more value to our service
package and employee skill set.
We also intend to carry out a general psychiatric evaluation of our
employees by using online tests, which once again will more
strengthen our quality service package.
Through cross-examining techniques, we also initiate to hold a training
session for our employees in order to fit them best at the work place.
Proper uniforms as per the requirement of work and weather conditions
will improve the overall getup of our employees, hence differentiating
them from the common lot.
Based on their performance, we also intend to develop a pension fund
for our employees which would get operational, once deposited a
specific amount of money through small cut downs from their salaries
every month and hence giving them more value which for sure will
result in organizational commitment.

All these factors will provide our employees, a sense of belonging, an

organization which owns them even when they are at their workplaces,
hence weakening our weakness of brand loyalty as mentioned in the SWOT
analysis of House In.

6. PROCESS
To help us flourish our claim of providing our customers with a quick, reliable
and sustainable service, we have developed a composed process for our
service which will definitely help us provide the best service to our valued
customers. Following are the initial measures we would implement before
taking orders from our customers

Developing and managing an effective database registering the labor

pool and profiling them according to their areas of interest
26

Registration of our labor pool in our database through newspaper

advertisements, short time surveys, and the word of mouth
Short listing the applicants considering our service categories and the
initial demand in the marketplace
Submission of their documents, at the same time asking them to visit a
designated government hospital in order to provide them with the
health assurance certifications which are of course free of any cost
Applying their submitted documents for the security verification in the
police record

Once the above mentioned requirements are accomplished, we can now

open the channel of taking the orders from our target market and providing
them with our quick and reliable service within no span of time. After
receiving an order, we will further proceed according to the following steps

Selecting the best person from the available stock according to the
customer needs
Calling the person at our office center
Conducting a general psychiatric evaluation test with the help of online
softwares
Providing him/her with a general training session based on work ethics
conducted by our dedicated team
Making an agreement with the employee and instructing him/her the
incentives and the legal formalities including the submission of their
original documents which would be returned to them in case they
leave the work, hence making them able to inform at least 1 month
before leaving the designated workplace.
Reassurance of all the formalities and the documents collected from
the police after verification
Developing a package consisting of the agreements, personnel profile,
documents, and the terms and conditions including the communication
pathway between us and our customers
Providing the uniforms as per the weather conditions and work
requirements.
Sending him to the workplace along with a team representative in our
service vehicle.
Presenting the package including the communication and feedback
methods through our customized application and website.
Finalizing the agreement formalities, collecting the first month
payment and the registration fees if needed according to our price
packages.
27

Replacing the employee in case of a complaint made within the time

span of seven days
Replacement fee would be charged in case the complaint is made after
seven days of the agreement; however it would not the applicable in
case our employee quits the work after seven days.
Second month payments can be collected as per the ease of our
customers (e-billing, invoices, manual collection method).

7. PHYSICAL EVIDENCE:
The last element in the service marketing mix is a very indispensable
element. As said before, services are intangible in nature. However, to create
a better customer experience tangible elements are also delivered with the

House In services in order to furnish a notorious customer experience. As

our office is only catering the operational matters and has no direct contact
with the customer within that premises, therefore it is not incorporated as a
physical evidence, however there are other factors which can make an
experience memorable for the customers which are listed below

As explained in the people section, we will transform our employees

which will add more value to their profile, hence enhancing their
representation and resulting in better physical evidence.
We as the representatives of our service, while making deals done with
the customers, will further enhance the physical evidence by applying
the best of our abilities and delivering a superlative customer
experience.
As our service package is not only embraced of the trained employees,
therefore their getup along with the professional uniforms will further
strengthen the evidence of a quality service.
We also initiate to come up with a composed service vehicle for our
business to cater us in delivering the employees to the final customer.
This vehicle while on the road would also result as a promotional tool
for our service and hence magnifying our service.
The delivery of the employee along with a detailed and professional
presentation of the documentation comprising of the security
verifications, health certifications, personnel information, contract
document and the legal documents.
Our website and the application will also provide a legitimized reason
of considering our quality service
28

Our punctilious feedback process with both the customer and our
employee would never let anyone think of us as a nonexistent service,
afterwards the delivery process is being accomplished.

29

FINANCIAL PLAN:
CAPEX MODEL HOUSE IN

30

 OPEX MODEL FOR HOUSE IN:

Pre-operational Expenses

31

Total Preoperational
Expenses (in

32

 CONTINGENCY:

**Contingency plan is the 10% of

33

 INCOME FORECASTING

Year 1 Forecasted Income Statement

34

YEAR 2 FORECASTED INCOME

STATEMENT
Progress in Year 2

15% Increase in sales

30% Reduction in previous carried down sales

15% Increase in COGS

30% Reduction in COGS from previous year

8% Increase in Utilities
6% Increase in Administrative Expenses
Marketing cost is 1.8% of Total sales
Tax has increased by 5% (20%)

YEAR 3 FORECASTED INCOME STATEMENT

Progress in Year 3
35

20% Increase in sales

25% Reduction in previous carried down sales

20% Increase in COGS

25% Reduction in COGS from previous year

9% Increase in Utilities

10% Increase in Administrative Expenses

Marketing cost is 2% of Total sales

Tax has increased by 5% (25%)

36

37

38

NET PRESENT VALUE

With

Withou
t

Payback Period=
1.4 Years

Payback Period=
1.4 Years

ROI Year 1=70.97%

ROI Year 1=70.97%

ROI Year 2= 120.19

%
ROI Year 3=
216.87%

39

APPENDIX 1: FINANCIAL AGREEMENT

THIS AGREEMENT FOR FINANCING

is made on the May 4th, 2015.
Between

RTD.BRG Simon Sharif, having its place of business at / resident of Rawalpindi.

hereinafter referred to as the Client (which expression shall, where the context admits,
mean and include its successors in interest and assigns) acting as Mudarib of the ONE PART;
And
HouseIN , a services agency incorporated under the laws of Pakistan, having its Registered
Office at i8 Markaz Islamabad , hereinafter referred to as the Institution, (which expression
shall, where the context admits, mean and include its successors in interest and assigns)
acting as Rab Al-Maal of the OTHER PART.
PREAMBLE
WHEREAS the Client and the Institution wish to enter into a Modaraba in conformity with
the Islamic Shariah for the purpose of carrying out the Project described in Exhibit A.
AND WHEREAS the Client has presented to the Institution an application to finance the
Project described in Exhibit A and has satisfied conditions precedent and other formalities
to avail of such financing;
The parties agree that the following terms used in this agreement shall have the following
meanings:
Account means an account opened with the Institution in the name of the Client
Client Asset Finance means the sum estimated by the Client as necessary to acquire the
assets required for the Project as disclosed on the Project Information Form Exhibit A and as
reflected in the Cash Flow and Revenue Projection.
Cash Flow and Management Services means the technical management and supervision
services, required to ensure the success of the Project
Profit means the amount of gross profit available for distribution after deduction of
permissible expenses as may be agreed between the client and the Institution in terms of
Schedule of Expenses hereto after the break even
Client Information

40

Form means Exhibit D prepared by the Client, disclosing certain information regarding the
Client.
Client Financials means the Balance Sheet and Profit and Loss Statement of the Client for
the last three years, prepared by the Client and audited by an independent accountant.
Project Assets means all Asset Finance and all things acquired with such finance and the
proceeds and profits thereof until distributed to the client and the Institution in accordance
with the terms and conditions of this Agreement
Termination Date is the date on which this Agreement shall terminate as herein provided .

The following exhibits shall form part of this Agreement:

1. Exhibit A: Project Information Form being a narrative description of the Project
2. Exhibit B: Cash Flow and Revenue Projection for Project, and Management
Services (Page 32-34)
3. Exhibit C: Schedule of Expenses

(Page 29)

4. Exhibit D: Client Information Form

(Appendix 2)

2. INVESTMENT
The parties agree that a sum of Rs. [

] by way of finance required for the Project as

estimated by the Client in the Project Information Form shall be supplied by SIR Simon for a
time period until the company gets its break even

3. ACCOUNT
a) All funds for the purpose of the project shall be disbursed only through the Account by
cheque or transfer against proper supporting invoices maintained by the Client but available
for inspection by the Institution or its agents. .
b) All receivables from third parties arising from the Project or the transfer of Project Assets
shall be collected only through the Account.
c) The Institution shall have the right to refrain from the payment of any cheque or
transfers from the Account if it reasonably appears to the Institution that such amounts are
not included in the Cash Flow and Revenue Projections and do not directly or indirectly
relate to the Project.

41

4. PARTICIPATION IN PROFIT
a) The participation in profit will be in accordance with the following ratio:
(i) [

]% of the profit will be for the Management Services and payable to the Client only

after the break even

(ii) 100% of the profit will be payable to the Institution before the break even
b) On Termination Date, the accounts of the Modaraba shall be drawn up in accordance with
accepted accounting principles, and the profit if any due to the Client and the Institution
shall be worked out and paid in the proportion specified above, subject to adjustment of any
provisional payments made, (plus the amount paid by the Institution after deducting loss if
any)

LOSSES
a)
(i) 100% of the loss in the Project will be borne by the Institution
(ii) The client will receive no compensation for his Management Services, and will be liable
for the loss if it is proven that he has breached his obligations or is proven to be failing in
the discharge of his obligations under this Agreement.
b) In the event of the Project showing losses during the currency of this Agreement the
client shall forthwith give notice of such losses to the Institution together with all accounts
and details pertaining thereto and such other information and records as may be required
by the Institution. Notwithstanding the above, the Institution shall only be liable for the
losses in the manner specified if the said losses have not been caused due to misconduct on
the part of the Client in out the Projects business and operations or as a result of his
negligence or inefficiency, including non-compliance with the terms and conditions of this
Agreement
5. TAXATION
On behalf of the Project, the Client shall be liable for and shall punctually and regularly pay
all taxes, duties, cesses and other charges relating to the Projects business and operations.
6. TERMINATION
a) Subject to other provisions of this Agreement, it is agreed that upon full payment on
Termination Date or earlier, if proceeds have been received, the Modaraba shall stand
redeemed.

42

b) While the amount invested by the Institution must be repaid on the due date, mentioned
above, the accounts of the Modaraba will be drawn up within 7 days thereof and the agreed
share the Institutions profit will be promptly paid.

16. GENERAL
The parties agree that:
a) Any notice or other communication required or permitted by this Agreement shall be
deemed to have been given to the other party seven days after the day on which the same
is posted by registered mail, addressed to the address mentioned in this Agreement or any
other address given in writing to the other party, or one day after actual delivery at such
address, whichever is earlier.
b) This Agreement may be amended or any term or condition waived only in writing,
executed by persons duly authorized
c) The Exhibits of this Agreement shall be considered an integral part thereof.
d) This Agreement has been executed in two original counterparts. Each page of this
Agreement and each Exhibit have been initialed for identification.
IN WITNESS WHEREOF

IN WITNESS WHEREOF this Agreement is executed on the date above mentioned by the
parties.

Witnessed
1. Name: Nimra Tariq, Khushbakht Ahmed (House IN)
2. Name: Daniel Sharif, Tariq Ahsan

43

Exhibit: 1
Each day we find people in households not satisfied from their housemaids, cooks and drivers or
are in a desperate need for one. So we bring to you a solution that will solve all house staff
related issues. The idea of House In is not just to be a Labor Services Agency. The idea is to
bring something different that would solve all issues household face. The idea came into being
after thorough research, concluding the need of motivated Labor Services is vast, especially for
Chauffeurs/Drivers, Cooks/Chefs, Maids and Helpers and the major issue household faced was
of security.
So we offer to our customers 3 categories of household staff which includes maids, cooks and
drivers, we provide them with uniforms that give them the motivation to work and provide
customer the guarantee of hygiene. The reasons that make House In different are that:

We claim to take complete responsibility for the security of our customers.

Psychological testing of employees to assess their mental capabilities.
Complete health assurance of the employees we provide to our customers.

Of course, we had to understand our employees too. Satisfaction, Security and Trust work both
ways. We promote the Philosophy that a person will work hard if they know they belong
somewhere, if they have a backing to own them, to make sure they are understood, that they are
happy. This is our roof, where we train the employees according to the needs of our clients hence
ensuring the best employee-client relationship possible. Upon understanding that sector, we plan
to expand our services. However, it is our clients who build us, to give us the future, and our
future plans will not deviate us from what we started to promote: Satisfaction, Security, Trust and
Goodwill.
Mission

Promoting Satisfaction, Security and Trust for both our employees and our clients.
Vision

Understanding and catering to the needs of our clients and employees; expanding our services to
other cities of Pakistan.
Values

Least time wastage.

Equality for all persons according to their skills.
44

Absolutely no exploitation of the poor working class for the benefit of us or our clients.

45

Maintaining relations of safety and trust with our employees and clients.

46

47

It has been stated that an individual with ID card

number . has been hired as a employee for three
months in2:
House
Street
. Block.. Sector
APPENDIX
AGREEMENT
FORMS
. Islamabad/Rawalpindi .We have fulfilled all the basic security precautions
for both the parties yet we suggest both the parties to go through the clauses stated
below.
Proactive responsiveness to our clients needs.APPENDIX 4: QUESTIONNAIRE

QUESTIONAAIRE

In case servant leaves the work within 7 days, we will provide the
next replacement without any further charges.
House IN is
labor
service
agency
providing
temporary and
as well
permanent
solutions of
a We
will
provide
complete
information
will
provide complete
maids, servants,
drivers
and
guards
to
daily
household
problems
in
twin
cities.
health and security assurance of the employee.
House In will provide its employees with two basic summer
uniforms and two winter uniforms.
Q1: Do you use
of the
household
(You
more
than
one)
any
In case
offollowing
theft and
robberyservices?
House In
willmay
be choose
liable for
the
loss,
but
only after thorough investigation has been done and employee is
a. Maid /Servants
b. Drivers found guilty.
c. Cooks Contract shall be renewed after every 3 months and charges shall
be increased accordingly.
d. Security Guards
e. None Registration fee is non-refundable.
Pricing Packages are non-negotiable
Customers shall be dealing directly with House In representatives
Q2: Which of the for
following
services
you currently
dis-satisfied
payments
andare
other
details and
queries.with?
Providing staff with basic necessities (food, shelter) is customers
a. Maids/ servants
responsibility.
b. Drivers
c. Cooks We hope for the best and expect a healthy coordinative
relationship.
d. Security guards
e. None
Name
of Customer_________________________
Q3: What
is the
biggest problem you face when hiring a random labor?
a.
b.
c.
d.

Signature____________________
Security issues
Representative____________________
Tantrums
Unskilled labor
Other

Q4: Will you be interested in the Labor Service Agency House IN

Yes

No

Q5: Kindly fill in the table below.

Already Paying

Willing to pay

Maids/ Servants
Drivers
Cooks
Security Guards
* Range PKR 10000-20000

Q6: What are the best qualities you would want in your servant/ chef/ driver etc?

48

a.
b.
c.
d.

Kindness
Obedience
Time Management
Others.

Q7: Which Method of Payment for services do you prefer?

a.
b.
c.
d.

Daily wages (work for 8 hours)

Monthly wages
Piece work (for some specific event)
other ____________

Q8: Where Do you want us to be available?

a. One call away
b. Web Portals and Applications
c. Franchise in twin cities

Q9: Do you know of any other labor service providing agency?

YES

NO

If yes, what is the best aspect of other Labor Service Agencies you know

Q10: How Do you want to contact House IN?

a.
b.
c.
d.

Facebook Page
Web Portal
UAN number
Android Application

Thank you for your

49