Table of Content

Abstract............................................................................................................ 3
1. Executive summary...................................................................................... 3
Business goals.............................................................................................. 3
Marketing strategy........................................................................................ 3
Our operation................................................................................................ 3
Finances........................................................................................................ 3
2. Background.................................................................................................. 3
Mission statement......................................................................................... 3
The business idea......................................................................................... 4
Our business goals........................................................................................ 4
3. Management plan........................................................................................ 5
4. Marketing..................................................................................................... 5
Rationale of the existence of the business....................................................5
Market research needed to prepare the plan................................................6
Market analysis............................................................................................. 6
Industry trends.............................................................................................. 7
Competitors and possible collaborators........................................................7
SWOT analysis.............................................................................................. 8
4. Operation plans............................................................................................ 9
Operation in 1st stage...................................................................................9
Operation in 2nd stage................................................................................... 9
Operation in 3rd stage.................................................................................. 10
Future operations........................................................................................ 10
5. Financial projections...................................................................................11
Basic assumptions and information............................................................11
Financial forecast........................................................................................ 12
6. Implementation timetable (Action plan).....................................................13
7. Limitations and possible solutions..............................................................14
Finding the right manpower........................................................................14
The initial marketing struggle.....................................................................14
Unknown competition everywhere..............................................................15
The trends of the living style.......................................................................15

References..................................................................................................... 16

Abstract
Today about 70% of the world population is living in the cities or metropolitans, the
demand over the resources and energies are increasing rapidly in the last decade
and this increase of demand will continue to rise in the future. Cities that everyone
lives are experiencing the rising burden of the waste and pollution in our daily lives.
Hence, an idea that promotes and shapes a greener and more sustainable city is
everyones fortune. In this paper, a new business venture called Ez-Life is a solution
to this problem, changing the lives of every citizen by coping with the daily
household works that we have no time to do, including the house moving services,
home organization services, utilities check and recycle service. The ultimate goal is
to solve the problem of the increasing urban waste and changing our lives to a
greener concept as well.

1. Executive summary
Business goals
-Create a successful business that do the household works for everyone
-Increase our service counts to first one million in three years
-Expand ourselves to every mega-cities in the world

Marketing strategy
Our marketing strategy will target to everyone living in the cities, including child,
adults and seniors. The marketing idea is to build the trust on our users and help
them live a greener and happier life. The marketing means include the newspaper,
internet and mobile apps.
The detailed marketing strategy will be specifically designed for each city, according
to the local lifestyle and culture.

Our operation
The key operation is to provide household services and house moving services in
the mega- cities and metropolitans. Besides, we will have specialized operations
such as utilities check, appliance fix, waste categorization and recycle.

Finances
To bring this Ez-Life venture alive, we will seek for the financial support from the
potential investors. The initial investment will be used in the website construction,
marketing activities, and resources such as the man power and tools. We hope to
increase our service counts and users as fast as possible and target our profit in
three years time.

2. Background
Mission statement
-Helping everyone enjoy a better city life
-Encourage every citizens to contribute their part towards a greener city
-Promote the business ideas that help to create future sustainable cities

The business idea

Ez-life is an idea that works for now and future. Firstly, it solved the problem that
people faces in their daily lives. For example, providing house moving services for
people that frequently relocates their addresses, helping people fix the electricity
and water system, recycle and repair the home appliance that otherwise would
become a waste and additional cost to the us. These areas of the works will be the
primary operation for Ez-life stage one. As we grow, our works will be expanded to
more services, such as categorizing the waste for people, recycle and re-use our
appliances and furniture. We hope that through our development, we are not only
helping people to do household, instead, we are educating people to contribute
their individual part to build a more sustainable city that otherwise may be overburdened by the increasing urban populations.

We
helpyou
with your
daily
househol
ds
activities

You help
us to
reduce
the waste
by
recycling
and reuse

Together,
we will
make our
city
greener

Our business goals

Our primary goal is to successfully establish our business in one or few mega-cities,
providing our users with our personalized and pleasant services. Helping them to
feel easy and pleasant when they book our housing moving services, solve their
trouble of the broken home appliances such as lights, computer, air-cons, and fix
their electricity and water system when there is a break-down.

The next goal is to increase our users to every household in the city by setting up
branches or cooperate with local shops, so that we can build a complete network of
services that can reach you in shortest possible time, i.e. 10-30 minutes.
In our next stage, we hope our services can expand to the recycling and reuse of
the home appliances and furniture. Our target is to save the waste by one item per
household in the area.
Our ultimate goal is to encourage as many people as possible to work with us,
helping our services by recycling and reusing the stuff we collected and repaired,
reducing the home waste by ten items per household per year. Hence, reducing the
waste by 80% and reuse them back to our home and city.

3. Management plan
A layout of business structure
.

Board of
Directors

Operation
Divisions

Specialist services
-Electric
appliance
-Furniture
-Utilities

Non-specialist
services
-House moving
-Home organisation
-Re-cycle and reuse

Marketing
Division

-Customer
service center
-Public relations
-Advertisement

4. Marketing
Rationale of the existence of the business
Ez-life is an idea that already exists in every cities that we live, for example, the
personal house moving trucks, small and discrete air-con repair companies, bicycle
shops, recycle shops, etc. However, they are never complete and influential enough
to really change the modern living style. This new venture is to combine all these
tiny small shops together to form a system that based on a complete network and

services providers to users that have access to a phone or internet, or near our
branches. Besides, Ez-life will continue to develop more services such as recycling
and re-use, reducing and re-categorizing waste.
As the urban living become more hasty and people are rushing for their living, we
realize that we have less and less time to handle our households activities, such as
kitchen cleaning, replacing broken lights, replacing a new component to your aircon, etc. Everything that bothers you , Ez-life is there for you. Besides solving daily
problems, Ez-Life plans to encourage everyone in the city to contribute their part
towards a greener city by categorizing waste and recycle usable stuff at home.
Today, people have realized the importance of a greener life and reduce the burden
to the city environment. Hence, Ez-life shares the same ideology in the long run

Market research needed to prepare the plan

In order to start the business, a couple of important research must be prepared
before we plan out the details of operation.

A market demand survey

Firstly, a market survey should be conducted to 500 citizens. The purpose of this
survey is to investigate the demand of the basic services by an individual. The
sample group shall be categorized by age and sex. The demand may be indicated
by the estimated frequency of demanding a certain service, such as once a year,
once a month, etc.

A market supply investigation

Secondly, an investigation about the existing services provider shall be conducted

anonymously. The purpose is to find out the supply of these services. Is the supply
currently sufficient or scarce relative to the demand. What is the current market
rate for these services? Who are these small and discrete providers? How much can
they earn if they work on their own?

Human capital research

Thirdly, a career survey shall be conducted to potential employees. The purpose is

to understand the human capital that needed and how much is the cost of hiring
them.

Market analysis
After collecting all the results from the surveys and investigations, a rigorous
analysis is carried out immediately. The purpose is to know the market that Ez-Life
is entering as much as possible.
Firstly, we should base on the survey results to find out the amount of services that
is available in the market. Then, how many suppliers is already there in the market.

Using the survey results to estimate the probabilities that a service is enquired upon
Ez-Life and the possibility of these services being served by other players or being
neglected by the people. Analysis regarding to the customers preference in
choosing solving these problems shall be conducted as well.
Secondly, a cost structure is to be figured out to find out the profit margin of
providing these services. The evaluation of the cost involved must be figured out
carefully, such as the cost of the labor, cost of the transport, cost of the repair, cost
of the maintenance, etc. Furthermore, the capital cost needed during the setup shall
be factored in as well. Then, using this cost to compare with the market rate for
such services to find out the profit margin for each service ordered completed.
Lastly, a complete cost, revenue and profit plan shall be figured out. Hence, there is
a rough figure of the possible profit for running such services. Different price may
be set for different services, and these price may subject to the time, geography
and other factors. Usually, a higher margin is used for a less popular service, but a
smaller margin is used for common services at accessible areas.

Industry trends

Accessibilities and response

This industry of household services, repairs and recycle is relatively young and
discrete. It is not a new business, but the players are mostly small companies
located randomly in the cities. Some are easily reachable , while others can be quite
hard for many citizens to reach out. Hence, the market is directing towards to a
more systematic and accessible platform, so the customers know us better, in terms
of the services we provides. Besides, the customers want these services as fast as
possible if the matter is urgent, and usually they are willing to pay according to
what they asked for.

Personalization

Another trends for this business is a more personalized service. As everyone lives in
their own unique style, and perhaps, there are hundreds of the different living
environments in one city. The customers has a universal preferences on the
personalized service, this is reflected in the time they need such service, the quality
of the service and the range of such service.

Trust-oriented

A business that based more on the trust rather than the price. As home services
usually ask our employees to work within the customers home, hence, the trust
that customers put in our service is crucial to the growth of our business. Moreover,
this trust also determines the fate of our future goals.

Competitors and possible collaborators

For Ez-Life, it is a bit hard to identify one or few key competitors. Instead, the
competitors are small private companies or neighborhood shops, street stalls.
Despite of being a complete new venture, the competition from these small players
shall be taken seriously. As such market is really versatile and hard to predict, every
player is able to share a certain portion of market in their respective areas and
streets. Such market poses difficulties in identifying key competitor. Therefore,
identifying the competition factors in general become important to this new
venture.
Firstly, knowing the customers preferences are the key factor in order to compete
with these private companies and local shops. Such information is usually not
collected by the current market players because they dont have the revenue to
justify these surveys. However, for Ez-Life, this is the opportunity to raise our
competitiveness. Price, response time, service quality, after-service and many other
factors may affect the customers choice. Ez-life shall rate these factors in sequence
so that service are provided to the best of customers satisfaction.
Secondly, competition sometimes can be hard because there are too many players,
therefore, working with them can be a good way of avoiding these small battles.
Besides, the business Ez-life target is very geographical dependent, it involves
many labor located at every corners in the city. Hence, collaborating with these
small shops is the best way to start the business and avoid the competition at the
same time.
Lastly, Ez-Lifes vision is in line with the education and government idea to build a
more sustainable city. Hence, collaborating with these institutions and government
can increase our credibility, reducing the cost, and expand our business in a more
efficient way.

SWOT analysis
The key strength of Ez-life is the vision of the company, helping you enjoy a better
urban living and create a more sustainable city at the same time. This idea is
relatively new and the business is still in the early years, hence, there is much
potential to grow globally. Another strength is the new way we operate this
business, instead of waiting for people to approach you at a repair shop, Ez-Life
extend our service to your home, while customers just need to use a phone to
connect to us. This communication will be developed into websites and mobile apps
together, so that we are there for you wherever you are. Lastly, this is a business
that the market is looking for, as more people are moving around or pursue living in
a new city. There is a growing demand of such services. The nature of urban living is
also helping our business grow. As people have less time on households, and we
frequently finds ourselves in help, hence, starting up such business in mega-cities is
the a good choice that benefit both customers and cities future.

The weakness of the Ez-life is the difficulty in managing the operation due to the
large varieties of services that we provide, and these services needs close
communication with people, who are usually too busy to talk to you. Another
weakness is the challenges faced by a start-up to earn the trust and popularity
among the people. The services that we provide usually requires us to enter the
customers homes, hence, build the basic trust and assure the customers safety is
the top priority in our operation. Certain insurance scheme may be planned to
protect the customers property.
The opportunity is huge, as Ez-Life targets to become a complete service provider,
that ranges from the house moving, appliances fixing and recycling. All these
activities are happening daily, hence, there is a huge demand if we can direct our
service to everyone living in the city. In future, other business, such as car wash,
environmental campaign, recycling center may become part of our services.
The greatest threat will be the opposite of urbanization. If cities are not the center
of living in the future, such business is hard to survive. Another threat will be the
international policy, if the people are not frequently moving around and changing
jobs, such service demand will drop significantly as well. Other threads includes the
peoples mind, living style trends, product life cycle and so on. Imagine the future
product that last long time and cannot be recycled, then our service will become
irrelevant totally.

4. Operation plans
Operation in 1st stage
In the first stage, the company will focus on the setting up of the network system
that can marketing our services and connect us to the users. Then, we will continue
to set up our branches based on the population density or market survey. All these
preliminary action plans will be carefully implemented based on the manpower and
resources that we have. Decisions may have to be made to compromise certain
aspects, but the goal is to get the business running at every corner in the city we
choose to base.

Setting up the
website and
mobile
applications to
build a
complete
network
service
platform

Marketing the
primary
services:
house moving
appliances fix
utilities fix
bathroom fix
kitchen fix

Setting up
branches
around the city
-central office
-branches
location
-employee
hiring
-tools and
resources
purchase

Operation in 2nd stage

The second stage will moves our services to the targeted one million counts, and we
will establish a user base of over 1million households. We will introduce more
services as well, such as home organization, recycling, night service, personalized
service, etc. The goal is to help people in every aspects of living in the urban cities.
Moreover, we try to increase our presence to every corner and expand our size
accordingly.

Continue to
increase our
users and
service counts,
the trget is to
reach 1 million
services orders

Promoting more
services:
Home
organisation
recylcing and
resue
night service
persoanalised
service
reservation

The complete
network in the
city
-central office
-one service
branch for every
100 households
-tools and
resources
upgrades

Operation in 3rd stage

The third stage will introduce new services that is more specific and personalized,
such as home decoration, copy and paste your room from one place to another,
create recycling center and resale those products, build a theme shop that collects

all these reusable stuff. The purpose is to getting closer to create a more
sustainable city.

Continue to
increase our
users and
service counts,
the trget is to
reach 10 million
services orders

Promoting more
services:
Home
decoration
copy and paste
your room
recycling
campaign
sustainable city

A company that
everyone knows
who they are
-central office
-collaboration
with similar
organisation
-plan for the
future growth

Future operations
The future operation will be more open. Many ideas may be brought up to re-define
the services we provide and connect more people to people, allowing service to be
ordered and carried out at the shortest time and lowest cost. Ez-Life shall also
expand its business to other suitable cities where people value our ideas and where
needs our help to cope with the increasing burdens of waste and pollution. Ez-Life
strive to help citizen around the globe.

Expansion to
other cities in
the w orld
Serve the
global citizen

Prom oting
m ore
services:
Person to
person
com m unicati
on
O nlin
education
Video support
etc

A n global
organisation
that create a
better living,
a greener
and healthier
life

5. Financial projections
Basic assumptions and information
To start up this business, the initial investment includes the hiring of the employees,
preparation of resources such as tools and transport, internet server, mobile apps
development. Then the second investment will include the opening of the offices
and branches, hiring of skilled labor. To complete these basic jobs will require an
estimated sum of 100,000 dollars.
These money will be saved in a bank account that used for the expenses of the
business in the first 3 months. As the business starts to run, there will be new
cooperate account to keep the cooperate finance. Meanwhile, this account shall be
linked to the Mastercard, Ibanking, Paypal, etc because the revenue will always flow
in through the virtual payment system.

Ez-Life Investment
Website
Mobile
10% 1%5% 5%
14%

20%

5%

Transport
Tools
Employee
Supplies
Management

10%
30%

Office
Admin

Financial forecast
The financial forecast of next six years are listed in the table below:

Revenue
Expense
Labor

2015
2920
00

2016
7300
00

2017
18250
00

2018
2019
2020
54750 164250 492750
00
00
00

6000

1200

24000

72000 216000 648000

Marketing
Tool &
Transport
Office Space
Others
Total
expenses
Taxes
Net profit

0
1934
0
5802
0
1934
0
3868
0
1953
80
2044
0
7618
0

00
3868
0
1160
40
3868
0
7736
0
3907
60
4088
0
2983
60

0
77360
23208
0
77360
15472
0
78152
0
81760
96172
0

0
23208
0
69624
0
23208
0
46416
0
23445
60
24528
0
28851
60

0
696240
208872
0
696240
139248
0
703368
0
735840
865548
0

0
208872
0
626616
0
208872
0
417744
0
211010
40
220752
0
259664
40

The revenue of this business will mainly come from the service charge and transport
and repair. Others include the late service, special service. As the business continue
to grow, we will open up new business such as recycling and resale store, video
support, online course and other digital products that educate the public about our
services and skills. The percentage of the revenue generated by each segment is
projected yearly as below:

Percentage of revenue by segment in 6 yrs

50

Percentage of revenue

40

Household Service

30

Transport
Repair

20

Personalized service
Online service

10
0
2015

2017

2019

Year

6. Implementation timetable (Action plan)

Ez-Life will have a 3 month schedule to bring the business to official operation, as
described below:
A 3 month start-up activities for Ez-Life

3 Months

Week
Week
Week
Week
Week
Week

1
2
3
4
5
6-10

Week 11-12

Market survey preparation

Market survey analysis
Finance planning and operation planning
General meeting and planning
Setting up of the office
Website construction
Mobile app development
Marketing operation
Hiring of the skilled labor
Purchase/rental of tools and transport
First service order completion by Ez-Life

As Ez-Life starts normal operation, the following milestones are the preliminary
target in the management goals and vision from 2015 to 2020:
2015.07 The official foundation of the Ez-Life in the office
2015 08 Ez-Life internal operation and structure establishment
2015.09 The first order received by Ez-Life, marked the official start of Ez-Life
business in the
market
2015.12 The year-end evaluation, target year-end revenue at 292,000, about 4000
services received in one year.
2016 Setting up new branches to cover 90% of the population zones, offering help
within 1 hour from anywhere.
2017 Provide services to every house within half an hour
2018 Expansion of the business areas, such as the recycling and re-use,
categorization of waste
2019 Collaboration with the government, institution, and relevant organizations to
publicize the company vision about a greener city
2020 Global expansion to other major cities of similar lifestyle.

7. Limitations and possible solutions

Finding the right manpower
Ez-Life is a start-up in this business and we need to hire many skilled labors that
understand the households service and repair work well. This is the core business

that brings the revenue to the company. Hence, ensure the work is done effectively
is the key performance factor. The effectiveness is reflected by both the speed and
quality. For example, how much time is taken to complete one service order? What
is the customers satisfaction rate? Is the work done properly and safely? How
much cost is used and the value it earns? Hence, finding the right persons at the
reasonable cost is the first and most important challenge to the performance and
survival of Ez-Life.
The solution is to choose the person who has the similar work experience. Besides,
a short training program may be introduced. This can improve our employees
capabilities and train new, young employees at the same time. Besides, attitude is
really the key element is this business, making our customers satisfied is sometimes
more important than the quality of the work. Hence, educate the employee about
the work manners is also a part not to be missed.

The initial marketing struggle

This is an issue to any start-up company. The worse thing is that there is not much
advertisement in such market. Most current players are too small to invest money
into marketing their service.
Hence, for Ez-Life, publicity is very important to introduce ourselves to the public.
The first wave of the publicity may target the online ads, which is the cheapest and
most efficient way. Then using ads on the transport system such as Trains, Buses is
also a good way because city transport connects millions of traveler daily.
Another powerful tool is the social media apps, such as facebook, whatsapp, which
connects our Ez-Life App directly to peoples handset. These handsets frequent
users are one of the key customer group Ez-Life serves. This is because they are
usually the young roles in the city and hence, they are usually too busy to deal with
households service. Moreover, this group of people has the spending power and are
willing to pay for such service instead of looking for help elsewhere randomly.

Unknown competition everywhere

The existing market has many unknown players who are small, but may affect our
business if you combine the effects from a group of competitors. These neighbor
shops is running at very low cost and hence, offering a relatively more reasonable
price. Moreover, they sometimes know the people near them well and the
relationship has been built over some time. Hence, compete for the service orders
with these players is a tough work.
The solution may be the strategic collaboration such as the purchase of certain
small players, or directly hiring those experienced personal shops under Ez-Life.
Then we just pay them a fixed salary with the incentives. This will greatly reduce
the harsh competition Ez-Life faced as a star-up.

If the existing players are doing badly due to reasons of poor quality, bad manners,
Ez-Life can target these areas and quickly expand the service centers there, so we
can compete with these less organized players with our advantage in timing,
service attitude, and trust we own as a well-established company.

The trends of the living style

The trends of the living style may be the biggest limitations to Ez-Lifes future and
our business goals, visons in the future. The existence of Ez-Life is due to the rush
lifestyle in the urban city. The increasing population in the city has forced the citizen
to rush for living every day. Hence, household services become a work that we dont
have time to cope with. If the city life keep getting faster, this business will grow
faster and larger, so does the Ez-Life, and Ez-Life will expand to other cities around
the globe.
However, if the living style shifts and everyone is doing their house works well. The
market for Ez-Life will shrink, besides, the daily operation will become less
profitable. The end results will be the unreasonable act to have such a big company
without relevant market. If this happends, the solution is either to find another city
that suits such a living trends so the market is still huge in that city, or Ez-Life shall
reduce the service categories and focus on the recycling and reusing business.

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2015,
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06
03,
2015,
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