Tertiary Competitors in Sellaire Plan
Tertiary Competitors in Sellaire Plan
Business Plan
PRODUCT
Sellaire provides products to consumers and customers through online means. Our services will
be available through an app called ‘SELLAIRE’. This business must be beneficial for the
consumers because of the conveniences offered due to the delivery charges being free. This
business therefore hopes and believes that more customers will be attracted, and customer
loyalty will be maintained. This business would come under the tertiary sector, and the business
is in the retail department. The main focus of this business is being a service-based profitable
business. The business would also offer customer loyalty points to maintain customer loyalty.
For every item of 100 Dhs, the customer will gain 5 loyalty points, which can be redeemed in
their next purchase. The minimum amount to gain a loyalty point is 100 Dhs.
MISSION
Sellaire aims to sell products of other companies at a feasible and an affordable price, based on
the prices set by the companies. Sellaire will primarily accept prices ranging from 40 Dhs to
2500 Dhs, with exceptions based on the sales and the revenue generated in one year for
Sellaire. Sellaire believes that this business will benefit the consumers more than that of its
competitors, such as Amazon, due to it offering free delivery charges in the first three years.
This comes in the wake of consumer and customer conveniences. Every five loyalty points will
equal to one dirham reduced for the next product.
CUSTOMERS
The target audience for Sellaire are middle-class and upper-class consumers, with certain
objects specifically aimed at lower-class customers. The main reason behind this target
consumer is the price range and convenience. If the product sold is dairy products, the
particular product would be of no use, because the consumer would be living in an area where
many sole trading businesses are available. An exception to this cause is if the consumer is
living in a rural area.
EMPLOYEES
The business would start off with a team of Design Department, who will create the app. The
team members include: Jack, Piyush, James, Shikhar and Starvey. The second group of team
members will include a team in the accounts department. The members include: Savita, Hilton,
Elon and Andrews. The third and the most important team members would be a group of market
researchers and product analyzers. This group of team members would collaborate with the
accounts department and conduct a product analysis to sell it in the market and to the
consumers. The team members include: Atharv, Jack, Quinn and Ahmed.
AFTER SALES SERVICE
The business would also offer after sales services. If the consumer is unhappy with the product
or the service offered, the customer can return the product back and purchase another product
within one month of the purchase. This will again attract customers and also help in advertising
because this will exhibit consumer conveniences and customer loyalty.
INVESTMENT REASONS
Sellaire aims to gain investments and loan from the bank and many investors because of the
rise in the E-Commerce Market. Since the business would be stablished in around five to six
years if necessary investment is gain, the market value will be over six trillion, which can benefit
Sellaire and lead more investors and shareholders to invest in the market, finding potential
success to Sellaire. Therefore, Sellaire believes that it will expand its business, use the bank’s
money wisely and also try to use the investments in a wise and a systematic manner, proving
the humane and the morals of the company.
COMPANY OVERVIEW
COMPANY INTRODUCTION
Sellaire aims to act as a mean through which other companies can sell their products. It mainly
focuses on providing services to the consumers and the clients, coming in the tertiary sector.
Sellaire is a retail company. The company’s near-term objectives are to survive in the market
from competitors such as Amazon and build an app. Sellaire aims to gain shareholders from the
family, and some personal stakeholders so that investments and profits continue to run. Sellaire
then aims to advertise its features and the company products, so that more companies are
attracted. Sellaire aims to target companies like Lenovo and Homes r Us.
MISSION STATEMENT
To provide quality services to our consumers, clients and all stakeholders, and apply reasonable
charges with after sales services.
COMPANY HISTORY
Sellaire is set-up based on serving the consumers with affordable prices. In addition, Sellaire
aims to give an after sales plan of one month, which would increase customer convenience.
Parth Kabra, the owner of the company, wanted to start a business which would function like
Amazon, but with better features and more focused on stakeholder influences and decisions. He
also wanted to provide features such as a better app layout so that shopping is easier, with less
to no ads for more customer convenience. He believes that he will get the necessary investment
from the bank and his personal relations.
OPERARTIONAL STRUCTURE
Sellaire aims to earn money by its memberships and advertisements of other companies.
Sellaire will first advertise its services to companies that are struggling in the market, for the first
three years. It will then put the product into the Sellaire App. The business will then advertise
the intended product, and will gain consumers. After the product or the service is purchased,
Sellaire will keep 10% of the product money because of its role in advertising and helping the
company. This will help maintain customer loyalty. When Sellaire adds a discount, Sellaire will
reduce the money it keeps for itself due to less money generated.
LEGAL STRUCTURE
Sellaire is a public discretionary, with the headquarters located in Marina Bay, Dubai, UAE. The
company will start as an unlimited liability until it earns investment from the bank, then will
transfer to a public limited company, with a public discretionary.
FINANCIAL GOALS
Sellaire would need a start-up capital ranging between Dhs 50,000 – Dhs 200,000 due to
professional app costs. This is due to building a professional user-interface, login interface and
a well-detailed design layout. Advertising costs are also included in the price range. The
estimated revenue of the company in the first three years would be Dhs 300,000-400,000. The
budget would be around 200,000 to 250,000. Since service based companies are growing in
recent years, the financial forecast of Sellaire in the first two-three years would be a rise in sales
by 28-40% and a rise in revenue by 15% every two years.
BUSINESS DESCRIPTION
OPPORTUNITIES
Sellaire is in the E-Commerce Market, which sells products and services online. This market is
the best to invest in because of the growing stature of this market in the technological era. In
2022, retail e- commerce sales were expected to exceed nearly 5.7 trillion dollars. Currently, the
retail e-commerce sales are estimated to be more than 6 trillion dollars, indicating why Sellaire
will prove to be a successful business. The target market for Sellaire would be the Indian
Market, due to it being the fastest growing retail e-commerce market, as stated by CAGR. By
2026, the e-commerce market sales are estimated to be more than 8.1 trillion dollars, indicating
a 35% increase from 2023. Sellaire is both business customer and business consumer, but
mainly focuses on business consumer because it focuses on selling end-to-end products and
finished products. However, some services and products could include business customers.
Since Sellaire would open its headquarters in Marina Bay, there is a direct communication
between big business due to it being a metropolitan area in Dubai.
PRODUCT OVERVIEW
Sellaire aims to sell computers, phones, and other electronic devices, from many different
technological and multi-media companies. This is because of the prominence of technology in
these days, where almost every person is using technology.
This graph shows the use of household computers. It has been increasing every year, and will
continue to increase. Therefore, selling these devices will generate higher profits and higher
revenues. Alongside, Sellaire will aim to target products such as toys and household
appliances, due to them being popular and in fashion among many small kids and families.
These products will be sold in high quantities, with other usual products being sold in their usual
quantities and according to the wish of the companies. Therefore, selling these products will be
beneficial to Sellaire, and highlights the reason why the bank should invest in this business.
KEY PARTICIPANTS
Sellaire will distribute the products from different companies, and will act as an advertising
medium and a medium to generate profits. The key members included are the manufacturers of
the product and the targeted company. The most targeted companies will be the leaders of the
market and the company where personal relationships are maintained. The mainly targeted
companies will be Lenovo and Homes r Us. In the third quarter of 2023, Lenovo had a market
share of 25% in terms of selling computers and laptops. Therefore, it depicts a good market
potential with more market shares in the upcoming quarters. Homes r Us is a major furniture
company in the United Arab Emirates. It is estimated to grow at a CAGR of greater than 3.91%
in the upcoming years. Therefore, this company also exhibits good market potential.
PRICING
For the first three years, the average price of products on the company will estimate to be
around 136 Dollars, mainly due to Amazon’s being approximately 142 dollars. The revenue of
the company will estimate to be around 200,000 Dollars, which can prove a loss. However, the
prices of computers and electronic devices will be based on the manufacturing company, which
can then be modified based on Sellaire’s revenue and sales. However, Sellaire will require
effective communication with the client and the supplier. This proves as a limitation because
Sellaire would be a newly established business and would not take the risk of marketing at an
early stage.
MARKET ANALYSIS
MARKET SEGMENTATION
Sellaire will mainly focus on Psychographic Market Segmentation and Demographic
Segmentation. This is because the main retailer objective is to target businesses and
companies that work towards the trend and the preferences of the people. Since home furniture
and appliances are in trend, Sellaire would want to work on the same and establish a joint
venture with another company. The rise of technology has been prominent in recent years,
therefore, Sellaire would want to collaborate with the multi-media and the technological
companies, that are market leaders in the Middle East Africa (MEA) region for the first three
years. As of now, Sellaire plans to target Homes r Us and Lenovo, due to them being at a stable
position in their respective markets. If Sellaire targets high rated companies, it has a risk of
losing its clients and customers to that of its competitors. Lenovo is currently growing in their
service, in which the server revenue grew by 35% YTY, making it the 3rd largest server company
in the world. Its storage revenue has now tripled, and its software quality grew by 52%. Homes r
Us is expanding its operations in the UAE and other Gulf Countries, as it maintains a steady
growth. However, a limitation is that Homes r Us is not growing at a rapid rate, which can prove
as a delay to Sellaire. However, Sellaire is ready to take the risk and hopes Homes r Us grows
in a compound rate. These companies were established based on the preferences of the people
and have put their prices based on Demographic Segmentation. Lenovo mainly sells computers,
but have put a discount on student computers so that they can attract more customers. This is
why Sellaire believes Lenovo is a good investment and an investor for the business.
COMPETITION
Competition is a major challenge for Sellaire while trying to survive in the market. The most
tough competitor of Sellaire would be [Link], Inc. Amazon has a 37.8% percent market
share in the retail e-commerce market, positioning it as a market leader. To tackle Amazon’s
competition, Sellaire aims to start taking businesses away from Amazon. Since Lenovo already
has a tie-up with Amazon, Sellaire plans to offer a tie-up with Lenovo as well. The first step is to
survive for 1.5 years, and then start taking over companies in a vertical integration. The
companies will be newly-set up business and business that are at a low position in their
respective markets. This can help Sellaire expand its business and transition into a public-sector
business, so that it can compete against Amazon. All of this needs to be done keeping in mind
the fact that Amazon should not take over Sellaire. To prevent this from happening, Sellaire can
find local investments so that profits and revenue is generated. When the brand name is
popular, Sellaire can start adding value to their products and offer loyalty points to regular
customers. This will help Sellaire to become established. Sellaire can also invest in Amazon and
influence their products, which can affect them, because they would have to change the pricing
of their products if their sales go down.
STRENGTHS
Our strength lies in benefiting our consumers and customers. Our aim is to target companies
that are well-equipped with the current trends and current customer convenience. We outplace
our competitors in terms of location and customer convenience. USA is a big company and the
consumers and customers contacting the Amazon Headquarters directly would have to face
issues. Dubai, being a small city will have easier communication with the clients, consumers
and customers when the business is well-established. Sellaire will also have discounts every
month, and keep its prices a bit lower than that of Amazon to attract more consumers. After the
brand is well-established, we will have a team of designers and marketing who will advertise
and market the company.
WEAKNESSES
There are some weaknesses that lie between the functioning of Sellaire. Since Sellaire is not
yet an established company, it faces risk from its competitors. However, it can solve these
problems and risks. It also needs its personal assets and personal relations to advertise for the
company to the locals, which can attract consumers and customers. It also needs app building
costs. Therefore, trying to build a tie-up with well-established companies needs to be done
beforehand and also get investments from them, to secure a profit functioning business.
However, due to the customers being loyal to Amazon, Sellaire will face challenges and
solutions can be designed by targeting smaller groups and consumers.
OPPORTUNITIES
A big opportunity to Sellaire entering the market is that it will grow at a rapid rate when it is well-
established. This proves as a strength to the bank’s investment. This is because the E-
Commerce market is expected to grow at a compound rate at a rate of 4%, resulting in a
projected market volume of $6,854.2 million. Another trend we can take advantage of is
enhancements and developments in smart search and customer support. We can have a group
of employees who have acquired knowledge about the business rules and regulations, and can
help the consumers. Another opportunity that Sellaire can take care of is taking examples from
Noon and Zomato, and then apply home-delivery for free. This can enhance customer
convenience and also serve the community, which can add to customer loyalty.
THREATS
The threat I will face is that Amazon has an after-sale service of one year, which cannot be
provided by Sellaire due to the fact that Sellaire will be a newly established business. This can
affect Sellaire’s customers and also reduce the level of customer convenience. The recent wars
and political issues in the world can leave Sellaire hanging and unprepared. The sales for E-
Commerce will go down and will divert from the market prediction. This can affect the set-up of
Sellaire and the market shares. To prevent these threats, Sellaire can support charity causes
and also find investors beforehand, so that the market can operate successfully for Sellaire.
OPERATING PLAN
ORDER FULFILLMENT
As a retail and a service-based company, Sellaire thinks it is best to describe the way the
customers will receive our produces for consumption, to receive full bank loan and investment.
Through our app, the customer will order our product. The product will immediately be packed in
the headquarters’ warehouse, and a delivery employee would be sent with the app on his
phone. The customer can then communicate with the employee after the item is purchased. Any
delay in the customer service will reduce the cost of the product. This will again enhance
customer loyalty and customer convenience. The sales and data will be managed by our
accounts team, and the pricing will be kept accordingly and respectively.
PAYMENT
The step before the order placement will ask the payment method, which will then be notified to
the delivery person. The payment will be available in to universal methods: Cash or Card. The
customer will also get loyalty points on five items purchased through Sellaire, and the loyalty
point would be 5 points. When the customer reaches 50 points, they will get a five percent
discount on the next item they will purchase. The final payment will then be made to the client
and the manufacturing company at a five percent share for every 100 Dhs purchased. If an item
of less than 100 DHS is purchased, then the manufacturing company will get full payment
without any interest or share taken.
TECHNOLOGY
Technology is an important asset and part of Sellaire. Sellaire would need technology for
effective communication and app-building. The use of technology will be manifested in every
field possible and every field that will enhance the customer or the consumer’s convenience.
The accounts department would use technology to manage the finances and the sales of the
company, which would be easier by using desktop publishers. Development of technology in the
company will also use investment and loan for the bank, which would be specified in the
financial plan. Therefore, Sellaire recognizes the importance of technology in recent years and
will do everything in its power to contribute to the development of technology, so that it can
benefit the E-Commerce market.
MARKETING
We will introduce a marketing team in the first nine months of the business set-up. A design
team will also be setup in the marketing team. The employees should have an experience in
their respective field for five years, and the shareholders will be the interviewers. We will market
our products through most viewed TV channels, YouTube, Instagram and other social media
platforms. This can attract consumers. We will also make sure to include our features so that
consumers can differ between Amazon and Sellaire and choose the better company or
business. This can then offer specialization which will help in improved quality of product and
customer loyalty, which will earn more profits to the company.
MARKETING AND SALES
PLAN
PROMOTION
I will promote the products by advertising and by flyers. The main form will be by advertising on
billboards, TV shows and by social media. This is because these are the main forms of
advertising, and the most public attraction means. The design team will design the posters,
flyers and advertising materials, which would then be sent to the accounts team. They will then
analyze the products and place the prices. This will then be sold to the owner of Sellaire, who
will then discuss it with the shareholders. The owner and shareholders will contact the owner of
the TV channels, the local minister of the area and will post its advertisements on social media.
After the permission is granted, Sellaire will place its posters on the designated areas and then
place the prices.
SALES PLAN
Month 1: The first month should focus on deciding employee salaries, planning with
shareholders and employees to earn profits. This will help set a base for the business because
we would have a sales plan. The first month would be a no-profit no-loss month and will contact
targeted companies.
Month 2: The business and product selling will start from here. We will establish effective
communication with the targeted companies such as Lenovo and Homes r Us, along with selling
our products to personal relations. We will also contact the design team and the marketing team
to create advertisements and place prices. This will continue for three months with profits
generated through personal relations and their investments.
Month 6: We will contact the places of advertisements and then place our advertisements. The
design team will also develop the app and implement improvements from family members and
personal relations. The estimated sales cost in the first six months is expected to be around
$25,000. The prices will range between $60-$200, with each sale given with a feedback from.
This will continue for one year.
1.5 years: When enough revenue and profits are earned, we will contact more companies and
will try to come out of the survival rate. During this, we will enhance our product features and
also establish our discounts and after-sales services. This will continue for the next two years
where we will generate profits, revenues and establish a place in the market, ready for
competition.
After 3 years: We will aim to expand our market in other countries such as the US, The UK and
Germany, mainly target the MEA region, Europe and the American region, due to the growing
business popularity in these regions. We will also aim to takeover companies in the market,
adding value to our products and hiring more employees. However, this comes with limitations
because the employee salary will increase. After employee and stakeholder loyalty, Sellaire will
aim to enhance living conditions and payroll for the employees, who are the internal
stakeholders. Customer and consumer ideas and influences will also be taken into account.
This will again enhance specialization because the employees would have higher conditions,
increasing sales.
ENTREPREUNER SKILLS
AND STAKEHOLDER SKILLS
Skills of Owner
Sellaire believes that possessing effective and reliable skills will establish a good security for
bank investment. The owner of Sellaire, Mr. Parth Kabra, possess a good skill of being a risk
taker. This is because Sellaire is entering the E-Commerce Market, where the growth is fast.
Since many high stature companies such as Amazon are in this market, Sellaire faces strong
competition, and a risk of takeover. However, Mr. Parts Kabra is taking the risk of entering into
the market, so that his business can flourish and can face competition from Amazon in effective
ways. This leads to his second quality, which is self-belief and determination. Mr. Parth Kabra is
determined that his business will be successful and has all reasons for the investments
required, which can help his business prosper. Self-belief is another skill which Mr. Parth Kabra
possesses because he has the belief that he will secure necessary investments and loans, and
his business will be a strong competition to Amazon.
Sellaire aims to get a loan of 800,000 from the bank, for one and a half years. This is because
approximately 363,000 will be paid from personal assets and earnings, with some start up-
capital from personal investments. This is just an estimate of the start-up costs, and can
fluctuate and differ in large amounts in upcoming years due to many factors.
This table indicates the estimated profit and loss projections over the next three years. The
financial year 2024 will have Sellaire suffer a loss of 3,000 Dhs. The main reason highlighted
could be the year in which the business was established, and the popularity among people.
Since the popularity is low, less consumers and customers will be attracted. However, after
enough market and advertising, the financial years 2025 and 2026 will see a profit in huge
amounts, indicating and highlighting the increase in the E-Commerce market sales and shares.
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