1.

EXECUTIVE SUMMARY
An idea changes lives-people often say so and many times we have seen the proof of that. However, idea needs to be feasible so that it can be turned in to innovation. Now Evergreen is here top turn an idea in to a wonderful innovation. Basically Evergreen is a shopping bag manufacturer that wants to fetch a revolution in the shopping bag industry of Bangladesh.

Business- Evergreen
Evergreen wants to do business with the beautiful nature of Bangladesh; therefore it wants to attach the spirit of the country with its products that is shopping bags. Unlike other conventional shopping bag Evergreen will bring the pictures of Bangladeshs nature, places, personalities, culture, heritage, history etc. on its shopping bags. These will drive the people emotionally towards the Evergreen.

Market- Evergreen
Now all people are feeling irritate of having excess and traditional shopping bags. Even if all the stores are already taking shopping bag from their suppliers but yet there is a huge potential left for new and innovative idea to grab the market. The marketing objectives of Evergreen will be to attract the customers and the users as well. The idea and distinctive features are the strength of Evergreen, at the same time the weakness is motivating the customers with the new idea. Yet there is a huge potential left for Evergreen.

Production- Evergreen
The production plant of Evergreen will be in the capital city of Dhaka because all the raw materials required for that can be available there. Evergreens all the bags will be very much environment friendly. There will be standard of quality assurance.

Management & Human resource- Evergreen

Evergreen believes in creating skilled workforce who will be derived by innovation. There will be regular training program for all the personnel to ensure efficiency and up gradation. Evergreen will be a learning organization for the employees. The expertise of the management is beyond question.

Operation & Finance- Evergreen

Evergreens will be strictly monitored by the top management. The top management will be the owner of the venture and they will share the profit. It is expected that the company will reach the breakeven with in 2013. The company will be able to decrease its costs after two years of operation.

2. DESCRIPTION OF THE BUSINESS 2.1 Business Idea

Evergreen will be a shopping bag manufacturer company that will produce shopping bags for the consumers of different renowned shops, outlets and shopping malls/super stores. However this company will not produce the conventional paper bags or shopping bags. Basically image craft will produce bags of 3types of materials. They are Paper- All Environmental friendly papers will be used for making these bags. For making the handles, high quality threads will be used. Cloth- Pure Bangladeshi cotton fabric will be used for these cloth bags. Jute- Jute is our lost glory. To reign this, Evergreen will produce aristocratic jute bags. These will be a bit expensive and internationally presentable. The uniqueness that Evergreen will bring in its product is demonstrating the Bangladeshi nature. Basically on this bags, like the other conventional shopping bags, the name logo, address or features of a particular shop/outlet/superstore will be printed. Besides these bags will come up with the printed pictures of our Bangladeshs nature, culture, heritage or even the famous personalities. That means these bags will portray the image of Bangladesh. Through these bags Evergreen will try to encourage people to explore Bangladesh. Even on these bags there will be lives of Bangladeshs famous patriotic song or poems that will create a strong emotional impact among people. But perhaps the
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most amazing feature of this company will be its social awareness through its business. Therefore Evergreen is going start a kind of business that has never seen yet in the history of Bangladesh.

2.2 Goals & objectives

Evergreen is going to established with some goals and objectives. Primarily we may say that these goals and objectives are Producing carriage solution to the consumers. Enhancing the use of environment friendly materials, that can meet demands in reasonable price yet does harm the environment. Focusing the beauty and glory of Bangladesh among so that they become even more inclined to explore Bangladesh. Fostering the patriotic emotion among the people.

2.3 Marketing Opportunities

Every now and then the number of consumers of different shops and super stores are increasing. So the demand for the shopping bags is ever going high. Evergreen is primarily targeting the super stores of Bangladesh and other renowned departmental stores of Dhaka & other major cities. But it has a vision to spread its a result the company has got a huge market opportunity. Every day many new super stores and shopping malls are getting established in Bangladesh. This is also indicating a very prospective market for Evergreen.

2.4 Mission
Evergreen is a shopping bag manufacturer that only produces its product but also fosters the natural beauty of Bangladesh among its consumers. By carrying commodities in the bags of Evergreen. Thus Evergreen wants to do a simple business in a distinctive manner for the welfare of people and nation in the class of its own.

2.5 Description of the product

Product Name- Shopping bag No. of Types- 3 Material- Paper, Cloth and Jute (100% environment friendly) Size- 6 different sizes. Special features- Name, Logo, address and feature of a particular shop/outlet/superstore. Further the bags will have printed picture on Bangladeshs nature, heritage, culture and personalities. On the pictures lives from our famous patriotic songs or poems will be printed.

2.6 Business Objectives

The following is a list of significant business objectives of Evergreen. Promote and popularize the sprit and affection for the Bangladesh among the people. Grab as much market share as possible since we are completely innovative in this sector. Delivering optimum service to the consumer so that they not only fall for our idea but also become loyal to our products.

3. EVALUATION OF MARKET OPPORTUNITIES 3.1 Market size and Trends

Evergreen will be very selective in choosing its markets. Only the renowned and trusted shops/outlets/superstores and their consumers will be the market of this company. So at initial stage the company is starting with some superstores and some other renowned shops. These days people are quite conscious about the environment. So they want to use environment friendly shopping bags. Moreover, with the growth of population the numbers of consumers of different shops/outlets/superstores are increasing. So the demand for shopping bag has got a new dimension. Finally all the renowned shops want to deliver their product in a nice, useful And standard bag that also bears the image of the particular shop. So the current trend looks very promising.

3.2 Customers 3.2.1 Customer Segmentation

Since we want to sell our product to only those

shops/outlets/superstores which have a minimum reputation. We are taking some superstores and some other renowned shops as our potential customers. However we do have a market segmentation according to the volume of purchase by the customers that segmentation as follows: Master Consumers: Customers that purchase 15,000 units per month.

Elite Customers: Customers who purchases more than 7,000 but less than 12,000 unit per month. General customer: Customers who purchase more than 4,500 but less than 6,000 units are of this group.

3.2.2 Customers motivation

The customers will be motivated by our Attractive price Unbeatable idea Supreme quality Excellent service Motto to contribute to the society.

3.3 Competition
Though there is no other company in the market that is doing business with our idea. But yet we are not free from the competitors threat. We haveDirect competition: We have direct competition with all the shopping bag manufacturers and printing presses that are doing business with the current shopping bag within Dhaka city. Indirect competition: We have indirect competition with all the manufacturers of small paper packets and net bags. Still some people are illegally producing banned poly-bags. These people are also competing with us indirectly.

Potential competitors: All the potential companies that might come up with new ideas and material in packaging industry are Evergreens potential competitors.

3.4 SWOT Analysis

3.4.1 Strengths Unbeatable idea Attractive price 100% environment friendly high quality material Flexible offerings Efficient workforce Smooth distribution network Strong customer service

3.4.2 Weaknesses Completely new idea Availability of raw materials

3.4.3 Opportunities Opportunity to contribute to the society Ever increasing number of consumers Absence of new idea Wide opportunity to expand

3.4.4 Threats Misrepresentation of customer psychology Misinterpretation from the part of customers Emergence of any new company with any other idea Withdrawal of restrictions on poly bags

4. MARKETING PLAN 4.1 Marketing Objectives

Marketing objectives are Ensuring excellent quality Assessing customers demand and meeting them adequately Marketing customers satisfied with the asking price Ensuring wide availability of product Building Evergreen as a strong brand.

4.2 Marketing Strategy 4.2.1 Product

Product name- Shopping bag Number of types- 3 Material- Paper, Cloth and Jute (100% environment friendly) Size- 6 different sizes Special features- Name, Logo, address and feature of a particular shop/outlet/superstore. Further the bags will have printed picture on Bangladeshs nature, heritage, culture and personalities. On the pictures lives from our famous patriotic songs or poems will be printed.

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4.2.2 Price
Price would be a crucial issue for our products. We know for new product pricing we can use two pricing strategies- Market Skimming and Market Penetration. Here, Evergreen will adopt market penetration strategy. That means the firm will set an initial low price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly and win a large market share. As a result, the high sales volume results in falling costs, allowing the company to cut its price further if needed. Since Evergreen makes shopping bags of 3 different materials, the price of each type will vary. The price will mainly depends upon the cost and availability of the new raw materials, competitors and of course upon our cost of goods sold and thereby our targeted profit margin. Basing upon all these variables for each type, Evergreen has decided to fix its initial price mix in the following wayPaper bags- Tk. 12 per unit (average price, because price will vary in terms of size) Cloth bags- Tk. 16 per unit (average price, because price will vary in terms of size) Jute Bags- Tk. 20 per unit (average price, because price will vary in terms of size) However price may change depending on different variables.

4.2.3 Promotion
Evergreen always considers its product as a creative piece. Therefore the company believes in promotional activities that not only attract its customer by their rational value but also by their emotional drive. But in this case we have financial limitations. So we think to
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popularize our idea and thereby our product we need effective but cost efficient promotional method like personal selling. This method will major emphasize. Besides we will establish some billboards in front of the renowned superstores and shopping malls all around the country. Without that we will also have billboards in all the major tourist cities (i.e. Coxs bazaar, Sylhet, Chittagong Hill Tracts and so on) of Bangladesh as our product does bear some tourism value.

4.2.4 Place
We want to do our activities being very close to our customers. That is why Evergreen wants to maintain a very strong and smooth distribution network within the country. Our distribution will be conducted by the company sales force. The nature of distribution is basically selective distribution. The company itself will manage all its logistic support. In the following flow chart we might have an insight of the Evergreens distribution channel.

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5. DEVELOPMENT AND PRODUCTION

5.1 Development of Product 5.1.1 Product Development
Evergreen is a company which produces packet or shoppig bags for the departmental and chain stores. Focusing on the customers need and buying pattern Evergreen has developed its product. Its products are Shopping bag made of papers: Paper will be used as raw material for this type of bags. There will be difference of size of these bags. All these size will be determined by the current product available in the market and as per the requirement of the owners of the shopping centers. Shopping bag made of Cloth: Cloth will be used as raw material for this type of bags. There will be difference of size of these bags. All these size will be determined by the current product available in the market and as per the requirement of the owners of the shopping centers. Shopping bag Made of Jute: this another special type of bags. These bags will be made to promote the jute of our country and as well as to remind the golden days of our jute. This bag will be bit expensive but also aristocratic. This bag can be internationally presentable.

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5.1.2 Milestones:
The milestone of our product will be measured in two terms. First of all we want to create a stronger customer and users base through emotional representation. Then we will look for increasing the usage rte of our bags. Our target is to attract our customers as well as users in terms of quality, design, emotional attachments, pricing and comforts.

5.1.3 Patents:
Evergreen will hold the patent of the new and innovative institutionalization of shopping bag manufacturing. Evergreen will hold the authority to produce, develop and modify the product. In this competitive age it is the interactive right to have the authority of unique business idea where the image of the country uplifted and explored. It is not less than representing the country with the business venture.

5.2 Production process:

5.2.1 Production method (i.e. Internal or outsourcing)
It is a great consideration how Evergreen will produce this large number of shopping bags. It is a matter of manifold considerations including supplies of raw materials, designing, equipments, materials etc. to operate the production unit locally. But as Evergreen want to explore its potential in the whole country, initially it will establish its production unit in

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Dhaka but gradually it will establish its production units focusing on its markets and customers. Evergreen will not produce all the things by itself. Raw materials like papers, cloths, jute will not be internally completed. But other things like printing materials, assembling the whole bag, distributing will be done by Evergreen. Evergreen will buy the printing machine although these are expensive but just to hold the quality of picture. Evergreen will also appoint fulltime designer in order to ensure the changing trends of design so that users never get irritated.

5.2.2 Milestones
The ultimate goal of Evergreen in production process is to develop a very much cost efficient production method of shopping bag manufacturing. The method will be developed in such a way so easy diversification is possible. The production method will also be the matter of patent.

5.2.3 Suppliers
In case of selecting suppliers, Evergreen will focus on three considerationsQuality: Suppliers should ensure the required quality of raw materials. Another consideration is there should not be any substances that can harm the environment in the raw material. That is all the raw material should environment friendly. As the raw materials will not be

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changed in the main production, it will just modify so Evergreen will be very cautious in the quality of raw materials. Price: Price is a vital consideration in case of raw material supplies. No business can be economically feasible without having cost effective raw materials. So the supplier should ensure the least price for the best raw materials. Availability: A supplier with best quality and least price will not be selected unless the supply of their raw materials is continuous. So availability is a vital factor that has to be ensured by a supplier. Evergreen will consider this thing in case of selecting raw materials.

5.2.4 Quality assurance or Continuous improvement

There will be provision for quality assurance through practicing some of the quality assurance tools. The business will be driven by the thirst of continuous improvement. It will also be driven by the beauty of innovation, exploration, exposition and composition. All of these things are required to ensure the continuous improvement.

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5.3 Human resource planning

5.3.1 Labor requirements
Evergreen need adequate and skilled labor to fulfill its mission. It will not continue operation on the basis of day to day demand. Rather considering the fact of unpredictability, Evergreen will focus on producing adequate shopping bags. The labor requirement will be determined by two factors, the quality and other one is quantity of labor. Below there is a projection towards labor requirements for preparing the final bags. Quantity: Average labor capacity per hour= 100 bags (5%error acceptable) Average working hour day =7 hours Average production capacity for a labor per day = 100*7=700 bags. Total number of labor will be determined by total number of demand. Skill requirement: Educational requirement: at least 8 years completed in school. Skill: should have basic knowledge in bag preparing. Must have the capacity to work using both hands. The labor should also have some aesthetic sense. Fitness: the workers should be physically fit to do the work continuously.

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5.3.2 Training
There will be provision to train the labors. The basic of training is to accelerate accuracy in assembling bags. There will be some training to grow the geometrical sense, speed etc.

5.4 Future product development

Evergreen has planned to grab the export oriented market. The packaging of export goods will be supplied by Evergreen. These products include cartoons, containers and other export packaging. These products will represent the culture, history, traditions, natural beauty of our country. Some other businesses can be enhanced through this packaging. Image of the country is an indicator of the future economic growth of the country. So, our future plan regarding our forecasted product is to be the representative of our country as well as economically beneficial one. As our product will be protected by the patent, so we can share our idea with the some other country to be economically benefitted. The future version of our product can be the global door to exchange cultures, history and tradition.

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6. ORGANIZATIONAL PLAN 6.1 Ownership:

Our business will be formed as a partnership business including two partners. The names of the partners are AL ISLAM (Chief Executive Officer), SHAFIUL ALAM (Senior Executive Officer). We will collect trade license from the City Corporation to operate our business. We will not register our business under the registration authority; as a result no tax on our profit will be incurred.

6.2 Partners
Chief Executive Officer (AL ISLAM) Completed BBA and MBA from Jagannath University, Dhaka. - Managing the total operation of the business - Monitoring the research and development to make the business innovative - Controlling the branches - Formulating sustainable strategy for business growth Senior Executive Officer (SHAFIUL ALAM) Completed BBA and MBA from Jagannath University, Dhaka. - Helping managing director to formulate strategy and target setting - Coordinating the activities of marketing manager and administrative manager - Coordinating the activities of the branch managers.
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6.3 Personnel
Chief executive officer Senior executive officer Production manager Marketing manager Administrative manager Head of finance and accounting Quality control manager Plant manager Sales and promotion manager Purchase manager Other personnel and workers

6.4 The necessary qualification of employees

We will recruit employees, to conduct our production, administrative, marketing, and sales activities, who must have a good knowledge and skills in their respective fields. Knowledge must be in depth regarding the processing and delivery activities of products. We will follow recruitment test and field work sampling in case of recruitment. We will emphasis on recruiting those people who have practical knowledge.

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7. FINANCIAL PLAN 7.1 Funding & Breakeven point

Evergreen made the initial cash investment of tk 40,00,000 for star t up the venture. Additional costs of raw materials and day operation totaled tk 75,00,000. The venture will be initiated using newly installed resources of Evergreen, including technological infrastructure, facility and staff time. A prorated portion of staff time and facility rent, totally tk 2,00,000 was attributed to the Evergreen. There will be significant cash flow from the very beginning. The company will receive significant cash flow from the first year of its operation. It is anticipated that break even cash flow for Evergreen will come by December 2012. Breakeven sales= tk 11970000

Year

2 Breakeven point analysis in total sales

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7.2 Economies of scale and infrastructure

The Evergreen during its pilot phase utilized the technological infrastructure, facility, database, staff, inventory and warehousing maintenance capacity, database of several thousand of potential customers, and warehousing and publisher relationships of the other company. With this advantage, at this time there are no significant ventures specific facility costs, leasing issues, or equipment purchases. A percentage of infrastructure, facility and administrative cost are allocated to the Evergreen, as well as increases in marketing expenses and operations.

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7.3 Pro-forma Income Statement

Year 1 Forecast Operating Revenue Sales Total Operating Revenue 8000000 Cost of Product Salary & Benefits Raw Materials Overhead Infrastructure Costs Total Cost of Goods Gross Profit Expenses Depreciation Start up cost Total Expenses 100000 4000000 4100000 2500000 5000000 1500000 220000 7870000 130000 8000000

Year 2 forecast

Year 3 forecast

14000000 14000000

19000000 19000000

3000000 9000000 225000 250000 12475000 1525000

4000000 11000000 365000 275000 15640000 3360000

100000 100000

100000 100000

Net Income (Loss)

(3970000)

2545000

3260000

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7.4 Analysis of major expenditure and income

Here is a projected analysis of major expenditures of EvergreenRaw materialsExpenses on machineries are one of the major expenses in this business. As the vision of our company is a high, we have decided to buy our own printing and cutting machines to reflect our vision. This huge expense will cost tk 30,00,000. SalariesThere are huge expenses for paying the salaries of the labors and nanagement. There is another expense for regularly train up the employees. We wants to be a learning organization where performance and learning will be evaluated together. For the first year, this expense will be tk 25,00,000. Marketing expenseOur company will go for personal selling for its customers. But there will some other promotional activities too. Distribution expensesWe have expenditure for distributing our product to the customers. For this purpose we will hire vehicles from outside through the distribution channel will be on the companys control. Here is a projected analysis of major income of EvergreenSalesSales are the only source of earning of our business. From the second year of operation

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there will be rapid increase in sales revenue. This revenue is projected to reach almost tk 1,90,00,000 in the third year, 200% of second year.

7.5 Major risks and management plan to mitigate risk

Risk: low sales. Mitigation: If sales go downward then our company will give its effort for personal selling. Excellent and trained sales force can help to increase the sales. Risk: competition Mitigation: competition is inevitable. Our distinctive features are the key to our sales. In case of competition we will attract our customers with our distinctive features. Risk: difficulty attracting talented staff. Mitigation: It may seem difficult to find the appropriate personnel. But attractive package offering for the personnel and opportunity to learn can motivate the right personnel. Risk: marketing barriers. Mitigation: Our company believes that the expertise AL ISLAM is well enough to destroy marketing barriers. But in case of emergency we will develop some contingency planning for consistent performance. Risk: Crisis in reputation.
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Mitigation: From the very beginning Evergreen will try to create its value in its own market. Our value will be our recovery in the situation of crisis on reputation. We also can make advertisement to remove any rumor. Risk: Inadequate space. Mitigation: Our operation team will always look at that.

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