GROUP REPORT- Business Plan

Course Name: Entrepreneurship

Course: MGT 368

Section: 5

Semester: Spring 2022

Group Number: 3

Faculty Name: Syed Imamuzzaman

Faculty Initial: SYI

No ID Name Mobile Number E-mail

1 1721214620 Mashia Anjum Meem 01770518143 [email protected]

2 1911801030 Ihtimam Raja Chowdhury 01860809731 [email protected]

3 1912737630 Faisal Rezvee 01795733102 [email protected]

4 2013254630 Adib Sayeed 01711247962 [email protected]

5 2014217630 Muhtasim Hossain Maahi 01932000000 [email protected]

6 2014332630 Samiha Tahseen Reedita 01970112277 [email protected]

Date of Submission: 17 April, 2022

CONTENTS
Introduction ..................................................................................................................................... 4
Name and address of the business .............................................................................................. 4
Name(s) and address(s) of the principal(s) ................................................................................. 4
Nature of the business ................................................................................................................. 4
Statement of the financing needed .............................................................................................. 5
Statement of confidentiality off report ........................................................................................ 6
Business Model ............................................................................................................................... 9
Business Model CANVAS ......................................................................................................... 9
Pricing Model.............................................................................................................................. 9
Social Goal ................................................................................................................................ 10
Sustainability............................................................................................................................. 11
Eco-friendly .............................................................................................................................. 12
Ethical ....................................................................................................................................... 13
Business Environment Analysis ................................................................................................... 13
PESTEL Analysis ..................................................................................................................... 13
Porter's five forces .................................................................................................................... 14
SWOT Analysis ........................................................................................................................ 15
Stake HOLDERS’ Analysis ...................................................................................................... 17
Industry and market forecasts ....................................................Error! Bookmark not defined.
Description of ventures ................................................................................................................. 19
Mission and Vision ................................................................................................................... 19
Products..................................................................................................................................... 19
Size of business ......................................................................................................................... 20
Office Equipment ...................................................................................................................... 20
Background of entrepreneurs .................................................................................................... 21
Marketing plan .............................................................................................................................. 22
Customer Analysis .................................................................................................................... 22
Product Description .................................................................................................................. 22
Pricing ........................................................................................Error! Bookmark not defined.
 Distribution Plan ....................................................................................................................... 24
Advertising & promotion Plan .................................................................................................. 25
Customer service policy .............................................................Error! Bookmark not defined.
Production plan/Service delivery model ....................................................................................... 29
Manufacturing process (amount subcontracted) or Service delivery process .......................... 29
Physical plant ............................................................................................................................ 29
Machinery and equipment......................................................................................................... 31
Names of suppliers of raw materials......................................................................................... 34
Operational plan ............................................................................................................................ 35
Description of company’s operation ......................................................................................... 35
Action plan & timetable ............................................................................................................ 36
Flow of orders for goods and/or services .................................................................................. 36
Business location & requirements / advantages / lease details ................................................. 37
Technology utilization .............................................................................................................. 37
Organizational plan ....................................................................................................................... 37
Form of ownership .................................................................................................................... 37
Identification of partners or principal shareholders .................................................................. 38
Roles and responsibilities of member’s organization ............................................................... 39
Authority of principals .............................................................................................................. 42
Human Resource Management Plan ............................................................................................. 43
Organogram/Organizational Structure ...................................................................................... 43
Key employees .......................................................................................................................... 43
Management-t team background............................................................................................... 44
HR Policies & procedures......................................................................................................... 47
Risk Management Plan ................................................................................................................. 48
Evaluate weakness(es)/Risk associated with the business ........................................................ 48
Contingency & Mitigation Plan ................................................................................................ 49
Financial plan ................................................................................................................................ 50
Assumptions .............................................................................................................................. 50
Sales Forecast............................................................................................................................ 51
Cost of sales .............................................................................................................................. 51
 Expenses ................................................................................................................................... 52
Pro forma income statement ..................................................................................................... 52
Pro forma balance sheet .............................................................Error! Bookmark not defined.
Cash flow projections ................................................................Error! Bookmark not defined.
Sources and applications of funds (Financial Requirement) .................................................... 52
Breakeven analysis.....................................................................Error! Bookmark not defined.
Performance Indicators (Current Ratio, Accounts Receivable, Inventory Turnover(times),
Interest Coverage, Total Debt to Equity (%), Return on Investment (%) , Return on Assets
(%), Asset Turnover (times) & Sensitivity Analysis .................Error! Bookmark not defined.
Appendix ....................................................................................................................................... 53
Letters to Investment..................................................................Error! Bookmark not defined.
Price list form suppliers .............................................................Error! Bookmark not defined.
1 INTRODUCTION

1.1 NAME AND ADDRESS OF THE BUSINESS

Name of business: SmartGo

Address: Plaza A.R., Sobahanbagh, Main Road Dhanmondi, Dhaka 1209

Tagline: “Not just another sports shoe”

1.2 NAME(S) AND ADDRESS(S) OF THE PRINCIPAL(S)

Name Address
Mashia Anjum Meem Bashundhara R/A, Dhaka

Ihtimam Raja Chowdhury Dhanmondi, Dhaka

Faisal Rezvee New Eskaton, Dhaka

Adib Sayeed Uttara, Dhaka

Muhtasim Hossain Maahi Nikunja, Dhaka

Samiha Tahseen Reedita West Kafrul, Dhaka

1.3 NATURE OF THE BUSINESS

SmartGo assembles and sells top of the line quality smart shoes, which gives the advantage of
following our health wellbeing execution. After each great run or exercise or even only an
easygoing day at work, individuals like to quantify their health performance toward the end of
the day. So, the most ideal approach to quantify this presentation is by utilizing SmartGo, where
you can count calories, step tally and even pulse to hold wellbeing under wraps. We provide 3
unique and distinct classes of smart shoes with exceptionally savvy colors:

A. SmartGo Walker
 B. SmartGo Runner
C. SmartGo Lifters.

Besides, we have chosen our target customers who have matured between 18 years to 65 years of
age. All the shoes will be assembled at the factory in Gazipur and will be sold through our
physical stores and online platforms.

1.4 STATEMENT OF THE FIN ANCING NEEDED

The six founding proprietors of SmartGo are initially contributing a total of Tk 1,15,00,000.
We are investing deliberately in our business, since we are acquiring an industrial factory for
the production of our smart shoes, along with that we are putting a great deal in various
mechanisms of advertising channels to reach our target segments. We plan to open one
physical store in Dhaka, with the goal that we can lessen the expense of conveying it
through

other distribution channels. Alongside that, we can likewise reach our clients all the more
quickly our sales will rise adequately, in this manner however it will help our business
accordingly diminishing our expenses. We are attempting to give our clients the best quality
brilliant shoes at less cost in comparison with other global shoe brands, yet we will
undoubtedly give the best ensured item.
1.5 STATEMENT OF CONFIDENTIALITY OFF REPORT

CONFIDENTIAL DISCLOSURE AGREEMENT

THIS AGREEMENT dated January,16, 2022, by and between SmartGo, and Orion

Footwear Ltd

(“Recipient”).

WHEREAS, SmartGo and Recipient, for their mutual benefit and pursuant to a working
relationship which has been or may be established, anticipate that SmartGo may disclose or
deliver to a working relationship which has been or may be established, anticipate that SmartGo
may disclose or deliver to Recipient documents, components, parts, information, drawings, data,
sketches, plans programs, specifications, techniques, processes, software, inventions and other
materials, both written and oral, of a secret, confidential or proprietary nature, including without
limitation any and all information relating to marketing, finance, forecasts, invention, research,
design or development of information system and any supportive or incidental subsystems, and
any and all subject matter claimed in or disclosed by any patent application prepared or filed by
or behalf of by SmartGo, in any jurisdiction, and any amendments or supplements thereto
(collectively “Proprietary Information”); and

WHEREAS, SmartGo desires to assure that the confidentiality of any Proprietary Information is
maintained;

NOW, THEREFORE, in consideration of the foregoing premises, and the mutual covenants
contained herein, SmartGo and Recipient hereby agree as follows:

1. For a period of sixty (60) months from the date hereof, Recipient shall hold in trust and
confidence, and not disclose to others or use for Recipient's own benefit or for the benefit of
another, any Proprietary Information which is disclosed to Recipient by SmartGo at any time
between the date

hereof and twelve (12) months thereafter. Recipients shall disclose Proprietary Information
received under this Agreement to persons within its organization only if such persons (i) have a
need to know and (ii) are bound in writing to protect the confidentiality of such Proprietary
Information. This paragraph 1 shall survive and continue after any expiration or termination of
this Agreement and shall bind Recipient, its employees, agents, representatives, successors, heirs
and assigns.
2. The undertakings and obligations of Recipient under this Agreement shall not apply to any
Proprietary Information which: (a) is described in an issued patent anywhere in the world, is
disclosed in a printed publication available to the public, or is otherwise in the public domain
through no action or fault of Recipient; (b) is generally disclosed to third parties by SmartGo
without restriction on such third parties, or is approved for release by written authorization of
SmartGo; (c) if not designated “confidential” at the time of first disclosure hereunder, or is not
later designated in writing by SmartGo within thirty (30) days from disclosure to Recipient to be
of a secret, confidential or proprietary nature; or (d) is shown to SmartGo by Recipient, within
ten (10) days from disclosure, by underlying documentation to have been known by Recipient
before receipt from SmartGo and/or to have been developed by Recipient completely
independent of any disclosure by SmartGo.

3. Title to all property received by Recipient from SmartGo, including all Proprietary
Information, shall remain at all times the sole property of SmartGo, and this Agreement shall not
be construed to grant to Recipient any patents, licenses or similar rights to such property and
Proprietary Information disclosed to Recipient hereunder.

4. Recipients shall, upon request of SmartGo, return to SmartGo all documents, drawings and
other tangible materials, including all Proprietary Information and all manifestation thereof,
delivered to Recipient, and all copies and reproductions thereof.

5. The parties further agree to the following terms and conditions:

i. Any breach by Recipient of any of Recipient's obligations under this Agreement will result in
irreparable inquiry to SmartGo for which damages and other legal remedies will be inadequate.
In seeking enforcement of any of these obligations, SmartGo will be entitled (in addition to other
remedies) to preliminary and permanent injunctive and other equitable relief to prevent,
discontinue and/or restrain the breach of this Agreement.

ii. If any provision of this Agreement is invalid or unenforceable, then such provision shall be
construed and limited to the extent necessary, or severed if necessary, in order to eliminate such

invalidity or unenforceability, and the other provisions of this Agreement shall not be affected
thereby.

iii. In any dispute over whether information or matter is Proprietary Information hereunder, it
shall be the burden of Recipient to show both that such contested information or matter is not
Proprietary Information within the meaning of this Agreement, and that it does not constitute a
trade secret under the Uniform Trade Secrets Act or successor or similar law in effect in the State
of (your state).

iv. No delay or omission by either party in exercising any rights under this Agreement will
operate as a waiver of that or any other right. A waiver or consent given by either party on any
one occasion is effective only in that instance and will not be construed as a bar to or waiver of
any right on any other occasion.

v. This Agreement shall be binding upon and will insure to the benefit of the parties hereto and
their respective successors and assigns.

vi. This Agreement is governed by and will be construed in accordance with the laws of the State
of (your state), and the courts of (your state) shall be the exclusive forum.

vii. This Agreement is in addition to any prior written agreement between SmartGo and
Recipient relating to the subject matter of this agreement; in the event of any disparity or conflict
between the provision of such agreements, the provision which is more protective of Proprietary
Information shall control. This Agreement may not be modified, in whole or in part, except by an
agreement in writing signed by SmartGo and Recipient.

IN WITNESS WHEREOF, the parties have executed this Agreement as of the date first above
written.

Signature by,

Adib Sayeed, CEO.

2 BUSINESS MODEL
2.1 BUSINESS MODEL CANVAS

2.2 PRICING MODEL

One of the most important aspects of our product's success in the business is its pricing plan. We
had to thoroughly study and come up with the ideal price plan because the products were new to
the market.

We've chosen a cost-plus pricing strategy since we're only creating a small number of products to
retain exclusivity, so costs are spread out over fewer units and a greater markup is required to
maintain a profit margin. In addition, we will manufacture high-quality shoes with innovative
characteristics. As a result, our target audience is from a lower socioeconomic class.

As a result, we've chosen to apply a 15% markup and set the pricing per unit for SmartGo
Walkar, Runner, and Lifter models at Tk.5000, Tk.6000, and Tk.8000, respectively. At an
average price, we believe our product is priced reasonably.

Bata, Apex, our main competitor, sells running shoes ranging from Tk.1500 to Tk.6000. Because
our products contain numerous features, we anticipate that our target audience will regard them
as a luxury rather than a need. We chose a higher price point than our competitors because we
offer more features and feel that our customers will appreciate our product more as a result of the
enhanced capabilities they will receive. As a result, we will have an advantage over competitors
and be able to appeal to a wider market group in the future. The following are the cost and
pricing breakdowns:

Description SmartGo Walkar SmartGo Runner SmartGo Lifter

Subcontracted Cost:

Step Footwear 1150 1450 1550

Walton 1100 1200 1750

Assembling Cost 900 950 1800

Operational Cost 900 900 900

Miscellaneous Cost 100 250 305

TOTAL COST 4150 4750 6305

Add: 15% Markup 20% 20% 20%

Total Price 5000 6000 8000

2.3 SOCIAL GOAL

We seek to raise awareness of the importance of fitness and leading a fit and healthy lifestyle
among people, especially the younger generation, through our product lines. Physical inactivity
was prevalent among 35.1 percent of Bangladesh's population in 2016, according to an article
(Human Kinetics Journals, 2018). Numerous non-communicable diseases arise as a result of
severe obesity and physical inactivity.
We want to do our part to help change that. We want more individuals to be physically active
and to aim to do outdoor workouts at least three times a week. We would raise awareness
through promotional campaigns and events in order to attain these objectives. "Physical fitness is
the primary need of happiness," Joseph Pilates reportedly observed. As a result, fitness is
essential for living a happy life.

2.4 SUSTAINABILITY
When it comes to the obstacles that the sustainable footwear market faces, we've discovered that
the materials required to make sustainable footwear are more expensive than those used to make
traditional footwear. However, technical developments in terms of more efficient recycling
fabrics are projected to lower the cost of purchasing raw materials in the near future. Despite the
difficulties producers experience in locating sustainable materials, technology is expected to
make the process easier and less expensive. We strongly feel that recycling gives the sustainable
footwear market hope.

Sustainable raw materials are more expensive to get. They do, however, save manufacturers'
resources in the long term because they are meant to reduce waste and safeguard the
environment. For example, Nike's waterless dye is said to help the corporation "save energy and
eliminate the need for additional chemicals in the fabric dyeing process" (Nike News, 2014).

We want to promote a healthy lifestyle and therefore we will source eco-friendly raw materials.
Environmentally friendly items encourage a better way of life. They make use of less potentially
dangerous substances. Such items generate less toxic waste, which can be deadly to humans if it
gets into the air and water systems owing to poor disposal.

We will be promoting a take-back product policy which we are going to call re-wear a shoe.
Collected worn-out shoes will be utilized to create the SmartGo Grind under this policy.

SmartGo will have sufficient liquidity in the firm to run its activities. The five proprietors,
combined with the bank financing, will help the business work smoothly. Furthermore, we
assumed that by the start of the third year of the firm, we would be at a very high-profit level.
Each year, we expect our business to grow by 10 to 15% in revenues.

By considering how a corporation operates in the ecological, social, and financial climates,
sustainability is a business technique for dealing with making long-term an incentive.
Sustainability is founded on the assumption that it will help to expand such approaches in order
to extend the life of a business. Sustainability is seen as a competitive advantage for businesses.
Our company, SmartGo, makes an effort to ensure that our management ensures that our
organization's system and manageability objectives are changed. We will use numerous
sustainability approaches to make our brand long-lasting among our target customers, as they
will have the capacity to create an enduring and positive impression in our consumers' minds
regarding our image. "SmartGo" is the name of our company. The character has the same neon
green tone as our brand and will be a permanent part of it. The color neon green was chosen as
the primary picture tone. The color green represents well-being and growth, as well as steady
vitality, flourishing, and balance in daily life. We tried to associate visual components that would
reflect a healthy and active way of living for a better and more profitable life. In addition, our
administration ensures that the character of the work environment is properly maintained. We
make certain that our workers are not injured in any way. We offer them leave as needed,
regardless of whether they get into any unanticipated wounds, and we do not cut any pay. We
make every effort to provide everything that will be beneficial to the health and safety of our
employees. SmartGo will also be ISO 14001 certified, which means they will be able to provide
confirmation to the organization's executives and delegates, as well as all external partners, that
the environmental impact is being measured and improved on a continual basis.

2.5 ECO-FRIENDLY
These days, shoppers may be paying more attention to where their purchases come from and the
influence they have on the environment. As a result, we are more motivated to provide
sustainable options. There are three important elements we will consider while making eco-
friendly shoes:

• That the shoes are genuinely long-lasting and durable.

• That the materials have been recycled in their entirety.

• Or that the materials are renewable, implying that they are produced in a more environmentally
responsible manner than conventional materials.

Building the best product, not harming the environment in any way, and using business to inspire
and implement solutions to the environmental challenge are key to our product and financial
stability. It is incredibly environmentally friendly because we will not use any dangerous
chemicals to run our business. As a result, we will no longer be required to take such large steps
ahead, but will instead embrace a few tactics, such as:

Renewable Energy: There is always a way of using energy sources which is sustainable, such as
solar energy. It gives a tax advantage over the businesses that don’t. SmartGo can save you a
considerable amount of money by supporting clean energy. The government offers rebates and
another facility for businesses that shift into eco-friendly sources to show support for renewable
energy initiatives.
 We will be more careful about the production processes that can help us to reduce wasted
materials. Also, being more conscious about our energy usage can reduce our business’s heating,
electricity, and water costs as well. We will teach the toddlers and preschoolers how to recycle
things so that they don’t waste things and try to reduce the wastage as much as possible. A very
small effort to better the environment can also benefit our society and company.

2.6 ETHICAL
SmartGo code of ethics is mandatory, and all SmartGo team members will adhere to it, whether
they be Sales Agents, Consultants, Representatives, independent Contractors, or even external
temporary workers. We shall continue to act ethically as follows:

• We value honesty, mutual respect, and integrity, as well as trust, collaboration, and teamwork.

• Customers, workers, and markers all have rights that we respect.

• Forced labor in any type of production is strictly prohibited.

• It will be assured that there is a safe and healthy working environment.

• We value variety and will not try to persuade people to change.

• We compete fairly and value our competitors' efforts.

3 BUSINESS ENVIRONMENT ANALYSIS

3.1 PESTEL ANALYSIS

A PESTEL analysis is a framework or tool used by marketers to analyze and monitor the macro-
environmental (external marketing environment) factors that have an impact on an organization,
company, or industry. In particular, PESTEL reflects the names of the six segments of the
general environment:

(1) political, (2) economic, (3) social, (4) technological, (5) environmental, and

(6) legal.

• Political Aspects-

The government has created many opportunities for loans in our country. The political condition
of Bangladesh is stable at the moment. Businessmen face no barriers in terms of foreign trades.
Tax policies are a matter of concern.
• Economic aspects-

The economic growth rate of Bangladesh was 8.15% in 2019 and it fell to 3.8% in 2020, it will
definitely be a challenge for us to meet our break-even point and to sustain in the market.
Publicly traded companies generally are taxed at a rate of 22.5% (reduced from 25% as from 1
July 2021) which is still comparatively high. The annual inflation rate in Bangladesh rose to 6.17
percent in February of 2022 from 5.86 percent in the previous month. It was the highest inflation
rate since October of 2021, driven by prices of food items (6.2 percent vs 5.6 percent in January).

• Social aspects-

People in the 21st century are more concerned about their health than ever before. Most people
are career oriented and tend to live a smart life which depends a lot on technology. Although
customers are more likely to purchase more trendy products, being the pioneers in the industry
gives us an opportunity to sustain in the market.

• Technological aspects-

Latest technology and chips are being used with our new products so the customers won't feel
backdated with the latest technology. Distribution and transportation are easier since we will be
making our chips locally and our shoes too. Our target market communication has various ways
since we are targeting a large number of audiences. Overall, the technology industry has had a
sustainable growth and since we continue to depend on technology in every path of our life the
technology industry will keep on growing in the future.

• Environmental aspects-

Our environment is sustainable for raw materials. Environmental legislation is Our geographical
location and ease of accessibility is a huge advantage for us. The climate and weather will not
affect our products' longevity in any way.

Consumer rights and laws are well established. Patent and design rule of 1911 and copyright act
2000. Trademark act of 1940. The labor laws are well defined in our country and are mandatory
to be followed. Product safety testing needs to be a standard practice.

3.2 PORTER'S FIVE FORCES

Porter’s five forces are a very important tool as it helps us to understand where the power lies in
a business environment. It tells us what our current position is and the position we will try to
move into the future.

Threat of Entry: The possibility of new threat in the market is quite possible, yes, it is true that
smart shoes are difficult to make however locally there are a lot of shoes company in
Bangladesh who might be intrigued to enter the market if the potential growth interest them plus
add to the fact that bigger shoes company can offer better deal to Walton to inquire the
microchip unless we are able to pattern it we are always at a risk from local market. There are
also threats of global competitors such as Nike and Underarmour to start importing their smart
shoes into the Bangladesh market but by that time we are more likely to have a grip of the
market. Plus, the government policy is supportive for local companies so it works in our favor.

Buyer ’s power: When it comes to buyer’s power, we believe we have the advantage over the
buyer since switching cost is high as there is no direct competition of the product. But there are
substitute products available in the market such as smart watches which are similar products. It is
important for the buyers to have access to information, since smart shoes do not exist in the
current market in Bangladesh the buyers can only get information from the internet thus, they
might feel a little bit insecure so it up to us to provide that information to our customer.

Supplier ’s power: The suppliers of our product have more bargaining power over us especially
Walton because when it comes to providing shoes there are other substitutes partners for Orion
such as Bay but for Walton there are a very few substitutes for us and thus the switching cost of
supplier is very high. We have to create a very good relationship with our supplier because
without them we don’t have a business thus it is important to have regular contact with them.

Substitutes product: Similar price alternatives are available in the market, so consumers might
switch to those alternatives. So the threats of substitutes can be effective to our business. These
are the brands that serve the same purpose as the offered value to the consumers by SmartGo.
Following

3.3 SWOT ANALYSIS

Strength

· Latest technological support

· Strong brand leverage

· First mover advantages

· Clear unique selling proposition

· Strong distribution channel

Analysis

Mentioned points are strong zones for SmartGo. SmartGo shoes come with the latest
technological support which allows it to perform more accurately and efficiently. Associate
brand Walton can apply strong brand leverage. Because of the first mover many advantages can
leave a strong and positive impact on the market. Benefits, augmented benefits and values are
clearly mentioned. Multiple distribution channels in physical and online stages.

Weakness

· Need to educate customers about the product.

· Resources are limited in Bangladesh.

· Too much dependency on suppliers

· The diversification of products is less

· Limited flexibility in pricing

Analysis

These above-mentioned points are considered as primary weaknesses for SmartGo. As this type
of product is new, SmartGo has demonstrated each and every possible way how to use it and
make sure customers are well learned about the product. Resources such as chips, machineries
etc. are limited in BD. Dependency on suppliers is really high. Diversification method of this
category product is less than other products. Pricing is a bit complicated because less room for
flexibility is available.

Opportunity

· Multiple segments of markets.

· Less barriers for technological business plans.

· Government is offering loans for entrepreneurs.

· A large segment of people is interested in a smart lifestyle.

· Suitable for product developments

Analysis

Many segments of customers can be targeted for profitable business. Currently no competitors
are active directly in this market so there are less barriers in technological investment and
business. Currently the government is also offering multiple loan plans for funding of
technological investment for local entrepreneurs. Day by day people are becoming more health
conscious and they love to use smart gadgets to live smart and healthy lifestyles. The market is
perfect and has the potential to run product development strategies.
Threats

· Global brands may enter the market.

· Local competitors may also enter the market.

· Substitute products may create threat in near features.

· Multiple established local competitors such as Bata, Apex.

Analysis

Global brands such Nike, Adidas etc. might enter the market in future. Local competitors’ may
also come up with smart gadgets in this market. Other smart gadgets may cause threats in order
to allow substitute options. Already established local footwear brands may become a threat in
future. As the government is increasing tax on mobile and other electronic gadgets, increasing
tax rate might become a threat for SmartGo gadgets also.

3.4 STAKE HOLDERS’ ANALYSIS

Customers: The most important stakeholder for a business is its customers. Keeping them happy
is our first and foremost duty. To keep them happy, SmartGo will be focusing on the positive
attitude of its target market. Our customers might seek comfort, a fitness friendly tracker, a
fashion friendly wear and high-end quality shoes from our branded products with a convenient
and transferrable packaging. Moreover, SmartGo is looking forward to working with customers
who belong to a diversified lifestyle and cultural background but are fitness fanatics or opts for
living a healthy lifestyle. In addition, our customers’ personality traits should be Athletic,
Exercise enthusiastic, Health conscious and Active. SmartGo products are sorted for any age
group beginning from 18 to 65 years old. It has been designed for all the genders. We have
focused on each one who is athletes, fitness trainers, fitness enthusiasts, and active people as our
potential customers.

Suppliers: We will choose one supplier for our product. They are Walton; They are the key
partner for our business. We need to keep a good relationship with them as they will be the ones
supplying our products. We will need to develop some sustainable Supply Chain Reward system
for the supplier so that they supply our products easily to our assembling factory.

Labor: Initially we will start the business with around 7 laborers, these 7 laborers will be
working in our assembling factory. They will be working in assembling the product and
packaging it. It is important to select labor wisely and with better judgment as we are dealing
with a technological product never before built in Bangladesh.
Employees: We will have around 20 employees in our office and store combined. There will be
20 employees who will be distributed equally amongst the stores and offices. They need to be
properly compensated with a decent salary and trained properly as it is important for them to
understand and use the product properly so they can explain it to the customer.

Competitors: As we know it is always important to identify our competitor and with the help of
porter's five forces we were able to identify who our closest competitors are and what are their
strengths and weaknesses. Strategically, we have found the competitive frame of references (4
forms of competition) and compared our new brand with 3 competition brands, most related
brands rationally considering the factors of target market, purchasing power, compatibility, and
demand.

Distributor: For every good business it’s important to have good distributor as well and we have
found one in Islam Enterprise (Transportation) who help to deliver our product to our customers
on time always.

REFERENCE

https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Tax/dttl-
taxbangladeshhighlights-2021.pdf

https://ddnews.gov.in/international/bangladesh-gdp-growth-rate-fell-05-percent-2020-un-
agency#:~:text=Bangladesh%20GDP%20growth%20rate%20fell%20to%200.5%20percent%20i
n%202020%3A%20UN%20Agency,27%2D01%2D2021&text=The%20GDP%20growth%20rat
e%20in,impact%20of%20Covid%2019%20pandemic.

https://tradingeconomics.com/bangladesh/inflation-cpi

http://bdlaws.minlaw.gov.bd/act-94.html

http://bdlaws.minlaw.gov.bd/actdetails184.html#:~:text=(1)%20This%20Act%20may%20be,Ga
zette%2C%20appoint%20in%20this%20behalf.
4 DESCRIPTION OF VENTURES
4.1 MISSION AND VISION
Our mission is to fulfill our clients’ dreams, desires, and expectations by generating sustainable
results with motivated and satisfied staff.

Our vision is to become a market benchmark with respected and loved brand names in our
sector.

SmartGo's purpose is to be by customers' sides as they strive to live a better lifestyle. We want to
install a sense of excitement and fun in their clients by motivating them to go out and perform
with a positive attitude, while also ensuring their safety and comfort. Because SmartGo is
Bangladesh's first smart shoe, we encourage our consumers to proudly wear it outside. As a
result, we want our customers to have a sense of pride in knowing that a company in their own
country is developing this cutting-edge shoe that is still in its infancy around the world.

4.2 PRODUCTS
People are becoming more health-conscious as the number of chronic diseases such as diabetes,
cancer, and heart disease rises across the country. SmartGo's main product offering comprises
smart sneakers for Bangladesh's health-conscious population. SmartGo Walkar, Smartgo Runner,
and SmartGo Lifters are the three smart shoe models we're starting with. All of the variations are
available in a range of sizes, distinctive designs, and colors for both men and women. All of the
product categories include powerful GPS tracking technology that allows for reliable
measurement of step counts, distance, and other metrics. Furthermore, customers can simply
follow their fitness progress with the SmartGo App, which displays all data in real-time. Every
version has its own set of features that we have thoughtfully implemented while keeping the
ultimate goal of the product in mind.

SmartGo Walkar: This SmartGo variation was created for folks who stroll in the park on a
daily basis and are over the age of 40. It's the ideal shoe for an hour-long walk, thanks to its
extremely soft and comfortable shoe sole. Its durability is unequaled by any other product in the
market, no matter how tough it is used. The Walkar model includes GPS, heart rate sensors,
wireless charging technology, and self-tightening technology to reduce the need to change the
laces, which is a common problem during use.

SmartGo Runner: This version is designed specifically for folks who enjoy jogging or running.
It comes with a soft, lightweight shoe that allows the user to run for extended periods of time
without experiencing foot or joint pain. It has all of the same sensors as the Walkar variant. The
Runner model comes with a customized shoe carrying bag that makes it simple and convenient
to transport anyplace.

SmartGo Lifters: This version is designed specifically for weight lifters and bodybuilders, as
the name implies. Our shoe soles are designed with extra absorbent technology to help you get
through those long workouts or fitness regimens. Furthermore, this model includes an extra layer
of anti-slip sole, which significantly reduces the risk of stumbling while heavy lifting. On the
technical side, this model comes with a smart band that provides more information about the
user's workouts.

4.3 SIZE OF BUSINESS

The factory and warehouse would be located in Gazipur, a large industrial city 25 kilometers
north of Dhaka, Bangladesh's capital. The single-story factory will be leased in accordance with
the local authority's building codes, including fire safety and suitable landscaping. SmartGo
owners own the facility as part of their long-term commitment and goal. The structure and
location are ideal for the business because they provide security and easy access. Gazipur is the
industrial and raw resources capital of the world. To begin with, our company's raw material
suppliers are relatively close to the location. Second, easy and skilled laborers are largely from
the Gazipur area, which allows them to live comfortably and travel quickly.

4.4 OFFICE EQUIPMENT

The factory and warehouse would be located in Gazipur, a large industrial city 25 kilometers
north of Dhaka, Bangladesh's capital. The single-story factory will be leased in accordance with
the local authority's building codes, including fire safety and suitable landscaping. SmartGo
owners own the facility as part of their long-term commitment and goal. The structure and
location are ideal for the business because they provide security and easy access. Gazipur is the
industrial and raw resources capital of the world. To begin with, our company's raw material
suppliers are relatively close to the location. Second, easy and skilled laborers are largely from
the Gazipur area, which allows them to live comfortably and travel quickly.
4.5 BACKGROUND OF ENTREPRENEURS
1. Adib Sayeed is the CEO of SmartGo and is currently pursuing his undergraduate degree in
marketing at North South University's School of Business and Economics. With his prior
experience running a firm, he will be able to set goals that are both realistic and attainable, as
well as lead the company to success. The creation of objectives and the development of a unified
goal for the firm will be his primary tasks. He'll also be in charge of fostering a flexible work
environment and overseeing all of the company's other departments.

2. Muhtasim Hossain Maahi is SmartGo’s CMO and is now earning his undergraduate degree in
marketing at North South University's School of Business and Economics. He is a gifted artist
with a thorough understanding of graphic design. He will provide elegance to the firm with his
knowledge and innovative attitude. His main guidelines are analyzing client demand, devising
marketing strategies, and evaluating various price structures for the company. He will also be in
charge of the company's public relations and promotional campaigns.

3. Samiha Tahseen Reedita is SmartGo’s CFO and is currently pursuing her undergraduate
degree in Finance at North South University's School of Business and Economics. She has prior
experience running her family business, and all of the financial challenges she has overcome to
date will aid her in implementing strategic financial planning and achieving more realistic and
achievable goals. Her primary responsibilities include overseeing all aspects of financial
planning and budgeting. She'll also be in charge of reporting and organizing financial data, as
well as providing weekly budget updates to the other partners.

4. Faisal Rizvi is SmartGo's Chief Administrative Officer and is now finishing his undergraduate
degree in Accounting at North South University's School of Business and Economics. He is a
person with a lot of talent and the capacity to perform well under pressure. His main
responsibilities include talent acquisition, which entails finding the ideal individual for the job
and ensuring that staff reaches their targets. His role also entails ensuring that the organization's
process is in order.

5. Mashia Anjum Meem is SmartGo’s Chief Human Resource Officer and is currently pursuing
her undergrad degree in International Business at North South University’s School of Business
and Economics. She has experience working for a marketing agency called X- integrated. She
has worked on various projects for multiple businesses like Robi Axiata, Bkash, Airtel, and
British American Tobacco Bangladesh. All of her experience is going to be immensely important
for us.

6. Ihtimam Raja Chowdhury is the Chief Operating Officer at SmartGo and is pursuing his
undergrad degree in marketing at North South University’s School of Business and Economics.
He has prior experience working for his family business. He possesses interpersonal and
transferable skills which will be very useful for us.
 5 MARKETING PLAN
5.1 CUSTOMER ANALYSIS

Geographic Demographic Behavioral

Area: Urban Age: 6 to 60 years old A person who is a fitness fanatic or wants to live a
healthy lifestyle.

Location: Dhaka, Gender: Male & Personality traits: Athletic, Exercise enthusiastic,
Chittagong & Female Health conscious and Active
Sylhet

Income: 20k above

Occupation: Students,
Service holder,
Gymnast, Athletes,
Fitness trainers

5.2 PRODUCT DESCRIPTION

Our product is relatively new to the Bangladeshi market. In order to accurately explain our
product, we employed product levels, which explain how the product helps our clients at each
level.

Core benefits: The customer's primary requirements are shoes that allow them to walk or run
comfortably. All three of our product categories are designed to suit the basic demands of clients
who like walking or running.
Generic product: Our device's capabilities will differ depending on the category, but all
categories will have a step counter, GPS, weight counter, and, finally, a shoelace tightener. This
enables the customer to take their workout program to a whole new level. The step counter will
add precision to the user's workout program by tracking steps in addition to the weight counter
and providing a quick follow-up. The GPS will be integrated with any other gadget, aware of the
exact routes travelled by the user. We will provide a comfy sole with ultra-absorbent technology
to help them with their strenuous workout or fitness program. The toe box will contain materials
that promote ventilation and reduce sweat. The heel tab would be composed of a soft rubber
material so that the ankle does not swell quickly as a result of wearing it without socks for a
more extended period. The lace tightener would assist reduce the frequency with which the laces
are adjusted, a prevalent issue during use. Threading the outsole would give the user a secure
grip, even on a slick floor.

Expected product level: Customers prefer to be more precise when evaluating their health.
Smart shoes have new and cutting-edge features that make them more appealing to people who
want to work out more. This makes it easier for them to figure out their current fitness level more
accurately. Various features also meet the expectation of monitoring workouts every day.

Augmented product level: Here, we are giving smart trainers and innovative lifters official fit
shoe carriers, so they can run and lift better. You can use Google maps and GPS to track where
your shoes are. Smartwatches are given to innovative lifters to be more precise and responsive
during their workouts. Finally, SmartGo Walkers can choose brightly colored shoelaces.

Potential product level: In this level, we're going to do these tasks, which are mentioned briefly
in separate parts.

Plan 1: There were some plans to add additional features to our smart shoes in the long run. As
with any other smart device, our phones will be able to connect to google android like any other
smart device. It will be possible to make changes to the app to meet the needs of our significant
customer.

Plan 2: We've decided to come with another product line named “Smart kiddo” for the security
of school going kids and to monitor their current condition at school.
Plan 3: Smart shoes will also be able to contain storage ports for micro SD cards, allowing them
to store data. This micro SD card will store the user's data so that the user can evaluate their
efficiency over time by comparing it to earlier data. The smart shoes may also send this data to
the server (cloud storage) and communicate it to other devices such as PCs, laptops, or other
devices via Bluetooth 2.0.

Plan 4: "SmartGo twitch" is a tracking device that will let users measure their daily workout
program while wearing formal shoes or other footwear. Because it will be integrated into the
movable sole, this device will take the form of a chipset that can be adjusted with any footwear.
This sole was created so that it may be worn with any footwear. This chipset will record data
while users are wearing formal shoes, casual sandals, etc. In order to use the data, users must
insert the chipset into the SmartGo smart shoe, and the data will be automatically updated in the
drive and displayed accurately in the app.

5.3 DISTRIBUTION PLAN

SmartGo intends to launch their smart shoes through a direct channel structure, in addition to
their selected distribution approach.

SmartGo smart shoes necessitate a high level of personalization and quality assurance, which is
why it employs a direct channel structure to ensure these two factors. Furthermore, because this
is the first Bangladeshi smart shoe to be offered, customers will demand information that sales
staff must be taught. As a result, a channel construction with a straight path is required.

Company owned store: SmartGo will have its stores in

Dhaka, Sylhet, and Chittagong. SmartGo will also be able to
capture its intended client because all of these stores are
located in Bangladesh's hotspots.

M- Commerce: SmartGo smart shoes will have its own app

to link the shoe to the user's phone, and there will be a
separate section in our official app called store SmartGo
where customers will be able to buy shoes as well.

E-Commerce: Customers can also purchase SmartGo

smart shoes through our own website, which contains
all of the information about our shoes and how to use
them, as well as upcoming events.

5.4 ADVERTISING & PROMOTION PLAN

To advertise SmartGo, we will take several steps to ensure that we are able to promote the
product correctly and catch our targeted group. These steps are:

(i) Screen pop promotion on TV :

We will run popup adverts on television during sporting events or popular shows that are
relevant to our target audience.

(ii) AD for Newspaper and Magazine:

Usage Situation: This interactive print ad will assist

target consumers in relating to circumstances in
which they can utilise our products. We have made it
dynamic by including a QR code and offering a
discount on buying online. It will also be placed as an
interactive print ad within several lifestyle magazines
such as Ice Today, Canvas, Mirror, Anannya, and so on. The different pages will describe
numerous Practical Advantages and designs of our product.

Alternate Advertising – We will offer a variety of alternate adverts. For example, sticker
footprint ads leading customers to our shop in a shopping centre, sticker ads on main door and
balloon ads near stairs in various shopping malls, and corporate b For this, we will have "The
Flash Challenge." People who buy our shoes can snap a picture with The Flash posture, which is
comparable to our Brand Character, and post it on their profile with hashtags like #SmartGo
#Smartwalkers/ #SmartGo #Smartunners/ #SmartGo #Smartlifters #TheFlashChallenge. The top
six images chosen from hundreds will be invited to dine with our brand ambassadors.

We also intend to use it for "viral marketing." The influencers will also share their photos on
their Facebook and Instagram profiles, as well as advertise in movie theatres at the beginning,
middle, and finish of a film.

(iii) Discounts:

Throughout the year, we will have various types of price reductions on

various significant events as part of the Sales Promotion program. For
example, from the 15th to the 30th of July, we will provide a 25% discount
on all products to commemorate "World Fitness Day."

(iv) Event sponsorship-:

Throughout the year, we will also be sponsoring several events. SmartGo, for example, sponsors
the Dhaka Half Marathon and Ad Creator Bangladesh. We will have booths at these events to
promote our shoes and use the displays as points of purchase, increasing our sales because we
will be offering special deals.
(v) Display Advertising - Banner Ads:

We will place pop-up commercial banners on fitness and gym-related websites. Because our
product is for fitness enthusiasts, these are the places where we can capture their attention. SEO
On our website, we will use common keywords linked to fitness, sports, and shoes. It will aid in
increasing organic exposure to our website. Furthermore, we will post blogs about health tips,
fitness hacks, the value of living a healthy life, or the benefits of tracking health conditions. As a
result of these articles, we will have a more extensive list of keywords on our website, eventually
leading to organic traffic.

(vi) SEM or PPC:

We will employ Search Engine Optimisation or Pay Per Click

marketing to ensure that our website appears at the top of the
results page whenever customers search for shoes or fitness-
related items on the internet.

(vii) Here is how we plan to use our social media platform for promotion:

❏ FACEBOOK PAGE

POV Timelapse/Hyperlapse : We'll make a hyperlapse film of our shoe from our point of view.
The film will show a person wearing our Smart Walker visiting various locations and
circumstances, then coming home at night, switching to smarlifters, and hitting the gym. The
entire video will be completed in 20 seconds. Here is how we plan to use our social media
platform for promotion.
360 Degree Photo and Video: We will post 360 degree photos and videos of our outlets

❏ Instagram:

Posting pictures: We will publish intriguing stuff to our Instagram profile using various
strategies to make the account appear more interactive and dynamic. For example, we will use
tools such as nine grids to create a poster-like significant representation of the contents.

Posting Interactive Stories: We will be posting dynamic and entertaining stories to further
engage people with our brand. a person goes to the fitness centre. The entire video will be
completed in 20 seconds.

❏ Snapchat:

Snap code and contest: We'll each have our own Snapchat account. We will share our snapcode
in many contents. We will be sharing fun and interactive tales to our Snapchat account, as well
as holding other contests there.

❏ YouTube:

We plan to launch our own YouTube channel. We will provide video testimonials from our
users. Aside from that, we want to develop short videos describing our benefits and features. In
addition to these, we plan to employ influencers to unbox our products and create unboxing
videos.

(viii) Affiliate Marketing with E-commerce:

We will engage in affiliate marketing with our country's leading online retailers. They will
advertise our items to raise awareness of them and their campaigns. For example, they create
campaigns like the Eid sale, where they provide substantial discounts on all of their store's
merchandise. They want to use our product as a branding strategy for its Eid campaign.
6 PRODUCTION PLAN/SERVICE DELIVERY MODEL
6.1 MANUFACTURING PROCESS (AMOUNT SUBCONTRACTED) OR
SERVICE DELIVERY PROCESS

6.2 PHYSICAL P LANT

The outsourced products—the shoe body, shoe sole, microchips, and sensors—are collected from
the subcontractors and stored in the warehouse for future requisition. The needed quantity of
goods will be sent to Production line 1 upon request.

The sensors, processors, and wireless charging

technology are incorporated into the shoe sole in the
first portion of the assembly section. The self-
tightening tech is placed into the shoe body in the
second. Separate production lines are maintained for
the three SmartGo versions since each variety has
distinct features that necessitate a different
assembling technique. After insertion, it is carried to
the second step of assembly.

The footwear sole and the shoe's body are precisely linked by state-of-the-art machines using
special glue in the second phase of the assembling area. It is then manually sewn to connect the
two pieces ultimately. The shoe's laces and other features are then applied. The product is
completely functional and will be sent for quality assurance.

This section thoroughly examines each shoe, from the

fabric quality to the chip positioning and technical
components. Each SmartGo product line is subjected to a
battery of longevity and technical testing. The operation
of the shoe is validated, and all technical aspects are
thoroughly tested for any problems or bugs. Once the
quality control teams have cleared the pair, they are
moved down the line for packing.

Some high-end line-ups in this department are packed in customized shoe carrier bags that are
very simple and efficient. Other shoes are appropriately packaged in shoe boxes and delivered to
a warehouse for storage. The completed SmartGo shoes are kept in warehouse two until the
online and physical stores send them.

The area for repairs and maintenance operates separately from the assembly line. This section of
the plant handles shoes returned by customers due to various faults. The assembly line examines
and solves the problems before returning them to the consumer.
6.3 MACHINERY AND EQUIPMENT

When the shoe raw material comes in from Orion it is in two parts, the shoe body and shoe sole

of shoes.

1. Shoe logo welding machine and Embroidery machine: These machines are used for

stitching in the SmartGo logo onto the shoe body.

2. Strong force glueing machine: With help of this machine we are able to attach the

microchip which we receive from Walton into the shoe sole.

3. Hydraulic shoe sole press machine: This machine is used to attach the shoe body with

shoe sole.

4. Double head cover type sole pressing machine: This machine is used for a high degree of
function, it is used for adjusting shoes mode of operation in order to meet safety standards, to
avoid accidents.
For Packaging

1. Fully Automatic Strapping Machine

2. Cartons taper random top bottom driven: Automatic carton taping machine used to

taping boxes fast.

3. Label Applicator: This machine is a labelling head which puts SmartGo logo onto the boxes.
For Warehouse:

1. Pallet Jack

2. Ride-on Stacker with Reach and Tilt

6.4 NAMES OF SUPPLIERS O F RAW MATERIALS

Raw Materials

● Anti-slip sole

● Strong Cushion Technology

● Tightening Technology

● Insole chip

● Sensors

● GPS

● Wireless Charging
Subcontractors

Subcontractors will supply the shoe body, shoe sole, chip, and sensors for all three SmartGo
product variations (Walkers, Runners, and Lifters). After doing extensive market research, we
chose Orion Footwear LTD as our shoe supplier and Walton Micro-Tech Corporations as our
microchip and sensor distributors.

Orion Footwear LTD: Because our product line is geared for fitness enthusiasts, we prioritized
durability, soft soles, lightweight, and cushioned shoes. Orion Footwear is well-known for its
men's and women's sports shoes. It has a trendy appearance, is lightweight, and lasts a long time,
which are all attributes we searched for in our product. Furthermore, when quality was
considered, the cost per pair was relatively comparable among competitors.

Walton Micro-Tech Corporations: We were initially interested in importing microchips and

sensors from China. However, we discovered that it was a highly complicated process that would
take many months for the package to arrive. As a result, we chose Walton because their current
expansion plans for creating desktop RAM chips and other parts were outstanding and
dependable. Furthermore, we expect to fabricate the entire product in Bangladesh from start to
end.

7 OPERATIONAL PLAN
7.1 DESCRIPTION OF COMPANY’S OPERATION

SmartGo is a company which fully focuses on technological aid for betterment of mild style and
a fitness involved mindset. Smart go collects its raw substances from distinct sources which
makes its supply chain a whole lot extra standard. The shoes are collected from Orion Footwear
which is properly regarded in the industry. The complete operation manner is linked with each
other. First the raw materials are stored in Warehouse 1. Raw materials encompass shoes parts,
chips, material etc. This is the first stage of the operation process. All kinds of raw substances are
stored there primarily. Then all the required raw materials are sent to assembly room 1. Here all
the obligatory shoe components were settled together. Then the shoe moves to assembly room 2
In this room required chips and sensors are attached to footwear and completes the
manufacturing process. After completing the manufacturing process then the product strikes to
the subsequent terminal which is quality check. Quality test is essential for each and every
manufacturing process. All the units of merchandise go via the nice checking process. After that
the product goes to packaging which makes certain that the product is secure from exterior
damage occurrence. The ultimate step of this operation is shifting the products to warehouse no
two from where it will be disbursed to the outlets, and retailers. Inside this operation there is
another step which is repair and maintenance. After this the operation plan concludes here.
7.2 ACTION PLAN

Our mission is to fulfill our clients dreams, desires and expectations by generating sustainable
results with motivated and satisfied staff. And our vision is to become a market benchmark with
respected and loved brand names in our sector. The number of employees of our organization is
25. They are all very hard working and passionate workers who are willing to give their time and
effort for the organization. Along with that, we also have a sales target. That is, in 1 year our
target is to sell 450 shoes and from the next time, we will make our full effort to increase the
sales by 5 percent, per year.

7.3 FLOW OF ORDERS FOR GOODS AND/OR SERVICES

Essentially when we get orders from our clients, we send the order records to our warehouse
positioned at the factory, where we produce our clever shoes, via real-time communication.
Hence, when our warehouse receives the data about the orders being requested, they then
dispatch the desired number of gadgets to the r physical shops which are close to our client’s
reach.

Furthermore, our purchasers can order via three specific ways:

Firstly, through our physical stores of Smart Go, which are located at Dhaka, Chittagong, and
Sylhet. We have opened our sources in three stores in the urban areas of Bangladesh, so that we
can serve our purchasers in the quickest manner conceivable. It will likewise decrease the
problem of delaying the conveyance service.

Secondly, from our professional mobile cellphone app SmartGo. We will have our legitimate
website online which will go about as our online shop. This is a demo plan for our site. This is
the greeting page and this will allow people to search for gadgets from a number of categories
we offer. They can likewise peruse on shoes relying upon their gender and they can likewise
look for a specific model. The right component of the web page will show a slide show of our
various models.
Additionally, everyone who has purchased from us, our shoe box will include a QR code through
which our customers will have the choice to download our respectable App. Other than there will
be a snap code to gather the client's commitment. On the off chance that an individual sweeps the
code it will take them to snapchat and a digital AR sticker will show up on the unique shoe they
purchased. They will have the alternative to video that or snap that AR stickers and provide them
on the web. This will likewise aid us with obtaining WOM.

7.4 BUSINESS LOCATION & REQUIREMENTS / ADVANTAGES / LEASE

DETAILS

We have our office located at Dhanmondi and adding to that we also have a store there as well.
We also have a warehouse at Gazipur where the goods are made. We have taken that warehouse
on lease. We have to pay 20 lakh taka in 5 years for it. It can easily be assumed that the business
locations of our company are of very good use to us. The distance from our office to our store is
pretty close so if we face any sort of issues we can easily go and look it up in the store. Also it
takes no time to travel from the store to the office so if any problems occur then, it can be fixed
in a very short time.

7.5 TECHNOLOGY UTILIZATION

Operation system requires a variety of technology to execute its work and outline a top result.
The technology which will be used in manufacturing SmartGo footwear is high tech and it lets in
much less bottleneck in contrast to different technologies. With country of the art conveyor belt,
non-stop operation of the manufacturing facility is ensured. Moreover, seeing that the production
technique is capital intensive, there are less probabilities of interruption which makes the full
method easy and problem free.

8 ORGANIZATIONAL PLAN
8.1 FORM OF OWNERSHIP

This company SmartGo will be launched with the help of six partners. The partners will put
money into the company and become major shareholders. New investors are always welcome if
the firm wants to expand its business in the future. As of now, all partners will have limited
liability and their profit share will be determined by the percentage of money invested in the
company.
8.2 IDENTIFICATION OF PARTNERS OR PRINCIPAL SHAREHOLDERS
The business's principal investors are the six members. The six individuals will earn depending
on their capital investment commitment to the company, which will be 16.66 percent each.
Because each investor owns an equal share of the offering, they all have the same democratic
right. The corporation will need to raise outside funds because the paid-up capital invested by the
organization's original members will not be sufficient.

SL. Position Name Profit (%) Authority Address

1. Co-Founder & Adib Sayeed 16.66 % He will take major
Chief Executive business decisions,
Officer (CEO) plan and observe the Uttara
company's direction
and will handle all
financial matters.
2. Co-Founder & Ihtimam Raja 16.66 % He will handle all
Chief Operating Chowdhury the day to day
Officer (COO) operation activities Dhanmondi
of the factory and
production unit.
3. Co-Founder & Samiha 16.66 % She will be
Chief Financial Tahseen responsible for
Officer (CFO) Reedita managing the
financial actions of West Kafrul
a company
including tracking
cash flow,
company's financial
strengths and
weaknesses.
4. Co-Founder & Mashia Anjum 16.66 % She will be
Chief Human Meem coordinating all Bashundhara
Resource administrative R/A
Management activities related to
Officer (CHRO) an organization's
personnel including
recruitment
strategies &
implementing
systems
5. Co-Founder& Md. Faisal 16.66 % he will handle all
Chief Rezvee administrative
Administrative activities, selecting New Eskaton
Officer (CAO) proper distribution
channels and
 partners and quality
control of the
product.
6. Co-Founder & Muhtasim 16.66 % He will handle all
Chief Marketing Hossain Maahi the marketing and
Officer (CMO) promotional Nikunja
activities as in a
brand manager.

8.3 ROLES AND RESPONSIBILITIES OF MEMBER’S ORGANIZATION

Roles and responsibilities of members of the organization in SmartGo each one of

the six individual members play vital parts and obligations in the business
association that are fundamental to the business activity. Below the basic roles and
activities of each member is described.

Co-Founder and Chief Executive Officer: Adib Sayeed

1. Demonstrate strong, trustworthy leadership.
2. He will review the company's success by analyzing important business
functions.
3. He will create policies and programs to expand commercial prospects while also
improving the company's financial health and efficiency.
4. Establish the company's mission, vision, and goals. Control and observe
business processes.
5. Take on the role of a strategic partner.
6. Will foster strong and effective communication across the company's functional
departments.

Co-Founder and Chief Operating Officer: Ihtimam Raja Chowdhury

1. Will check all the operations process of the company.
2. He will also check all other departments operations process as well.
3. He will check and confirm all the operations process are working smoothly and
if there is any problem occurs then he will fix it.

Co-Founder and Chief Administrative Officer (CAO): Md. Faisal Rezvee

1. She will be in charge of all documentation related to the company.
2. She will conduct a job analysis, create a work plan, and update organizational
strategies.
3. She will assist in the development and implementation of a cost-effective
logistics approach.
4. She will be in charge of engaging with distributors.
5. Will be in charge of the company's data analysis.

Chief Financial Officer (CFO) : Samiha Tahseen Reedita

The CFO’s job is to find money, which means looking for investors and dealing
with banks, lenders, and other financial institutions. This task could potentially be
delegated to another member of the team, such as the CEO or the General
Manager. The Controller's job entails managing money and keeping an eye on the
company's assets. It is not uncommon for the same person to both seek and manage
money. Providing leadership, guidance, and administration of the finance and
accounting staff are some of the tasks of a CFO.
1. Providing strategic recommendations to the CEO/president and members of the
executive management team
2. Managing the processes for financial forecasting and budgets, and overseeing
the preparation of all financial reporting
3. Advising on long-term business and financial planning
4. Establishing and developing relations with senior management and external
partners and stakeholders.
5. Participate in expansion activities (investments, acquisitions, corporate
alliances etc.)
6. Reviewing all formal finance, HR and IT related procedures.
Co-Founder & Chief & Chief Human Resource Management Officer : Mashia
Anjum Meem
1. She’ll be Responsible for establishing and implementing a human resource
strategy that supports the organization's overall business plan and strategic
goal.
2. She'll be in charge of candidate recruitment. When it comes to recruiting for
new positions, she'll get to know the organization's demands and make sure
they're addressed.
3. She will Process payroll.
4. She will make decisions upon updating policies of the organization.
5. She’ll be Conducting benefit analysis.
6. She will be responsible for Conducting disciplinary actions.

Co-Founder & Chief Marketing Officer (CMO): Muhtasim Hossain Mahi

1. Managing all marketing material and operations for the company's marketing
department.
2. Creating a marketing strategy for the company that is in line with the
organization's goals.
3. Bringing marketing efforts and sales activities together.
4. Collaborating with the Finance department and controlling the marketing budget
for the organization.
5. All marketing materials must be created and published in accordance with
marketing plans.
8.4 AUTHORITY OF PRINCIPALS

Each partner has varying levels of authority in the company. When it comes to
financial decisions or planning, the CEO and CFO have the authority to make or
reverse decisions. To ensure the company's greatest check safety, the Check
Signing Authority Procedure includes "dollar restrictions" and check signing
authority protocols. The Check Signing Authority Procedure is used by the
company's CEO and CFO. The CEO is in charge of granting and revoking check
signing authorization. The CFO is in charge of overseeing the check signing
authority procedure and notifying all people and banks of any changes to the
authority. Adib Sayeed is the CEO, and Samiha Tahseen Reedita is the CFO.
Similarly, the COO is totally responsible and has the authority to make any
required adjustments to the factory's layout. Before implementing any factory plans
that the COO believes will help the company, the COO must consult with the
CEO. The head of marketing is responsible for all marketing content, events, and
campaigns, as well as engaging with customers in the most effective manner
possible.
Controlling overall activities, keeping clients and commercial relationships,
managing the working environment, and operations are the key responsibilities of
principals in a company; the principal can also be the company's spokesman.
Although the founding members of our business have largely equal responsibilities
and responsibility, the CEO will ultimately have complete decision-making
authority. Other members, on the other hand, will have their own rights and access
to the company's books.
9 HUMAN RESOURCE MANAGEMENT PLAN
9.1 ORGANOGRAM/ORGANIZATIONAL STRUCTURE
SmartGo is a privately held Founding partnership manufacturing company that will be shaped by
six founding partners. According to the rules, in a partnership structure, there is no explicit rule
or law that can remove the owners from the corporate entity. As a result, SmartGo and its
partners will be treated as if they were a single organization.

However, the members will form and sign a written partnership agreement form among
themselves in compliance with the Partnership Act of 1932 (Section:4) in order to avoid future
disagreements and problems while running the business. Authority, roles, responsibilities, and
contributions of each partner, profit allocation, departure/death of a (or several) members,
withdrawal and retirement from the business, and so on will all be covered in the agreement.

9.2 KEY EMPLOYEES

Operations Manager: This person is the operation's leader and is ultimately

responsible for the company's financial performance. External relationships with
lenders, community leaders, and vendors are handled by the operations manager.
Frequently, this person is also in control of the company's production or marketing.
This person will set the company's vision, strategic plan, and goals in motion.
Quality control, safety and Environmental manager: This is an important job in
any sector, but especially in one that deals with food goods. In a small business,
one person is usually in charge of OSHA and EPA compliance, air and water
quality monitoring, product quality, staff training in each of these areas, and filing
all mandatory monthly, quarterly, and yearly reports.
Accountant, bookkeeper, and controller : This is yet another important role. The
person in this position is in charge of monthly income statements and balance
sheets, as well as receivables collection, payroll, and cash management. The most
important thing to remember is to keep track of your money.
Office Manager: This person may also act as a human resources director, a buying
agent, and a "traffic cop" for salesmen and vendors. This employee will be in
charge of everything that isn't related to production and may also be in charge of
marketing.
Receptionist: The receptionist, sometimes known as the "front-line" worker,
answers phones, greets visitors, handles mail, manages invoices, and does a variety
of other activities as directed by the office manager.
Foreperson, supervisor, and lead person : In the absence of the owner, general
manager, or president, this person serves as the shop's second-in-command and
oversees production. This job will often have a broad understanding of the
company's operations and will be responsible for engaging with new employees,
including setting up training and timetables.
Marketing Manager : If finances allow, a marketing manager may be hired to
oversee all elements of product promotion and sales. In a small business, this is
usually handled by the top management.

9.3 MANAGEMENT-T TEAM BACKGROUND

Adib Sayeed
Chief Executive Officer

Adib Sayeed is the Chief Executive officer in SmartGo. He’s doing his major in Marketing from
North South University. He is working as a freelancer. He has always been passionate about
sports, music, making ads etc. Also he is a cinematographer/video editor. He made ads for
Shopoth and Liberty; they are ventures of British American Tobacco Bangladesh (BATB).
Some of his clients are Xavier, Life BD NGO, Zeal café etc. Adib has been a member of NSU
YEF and NSU cine and drama Club, NSU since 2020 and has been performing as an active
member of the core member of the club. Adib is currently working as the
photographer/cinematographer for North South University PR office.

Ihtimam Raja Chowdhury

Chief Operating Officer

Ihtimam Raja Chowdhury is the Chief Operating Officer of SmartGo. He is living in

Dhanmondi Dhaka. He is currently studying at North South University, majoring in Marketing.
Now he has been passionate about sports and fitness.

Samiha Tahseen Reedita

Chief Financial Officer

Samiha Tahseen Reedita is the CFO of SmartGo, she’s doing her major in Finance from North
South University. She has a research interest in the financial markets and a plan to get a
professional degree on that regard as well with a dream to become a financial analyst.
 Muhatsim Hossain Maahi
Chief Marketing Officer

Muhtasim Hossain Maahi is the CMO of SmartGo, and he's studying at North South University
in the School of Business and Economics, where he's majoring in marketing. Mr. Maahi is a
talented and creative person who knows a lot about graphic design, digital marketing, and SEO.
With his knowledge, he will make the business look better. His main rules are to figure out what
the customers want, come up with marketing strategies, and look at different pricing models for
the business. As part of his job, he will also be in charge of the company's public relations and
set up advertising campaigns for the company

Mashia Anjum Meem

Chief Human Resource Management Officer

Mashia Anjum Meem is the Chief Human Resource Management Officer of SmartGo. She is
currently studying at North South University. She is doing her major in International Business.
Apart from her studies, she has been working in X- integrated marketing agency. She has worked
in different projects for British American Tobacco Bangladesh, Robi Axiata Ltd, Airtel, Bkash.
She is passionate about traveling and music. She loves to try new things and being adventurous.
She has also interest in antique pieces and love to collect them. She also fascinates about fashion
designing and home decor.
 Md. Faisal Rezvee
Chief Administrative Officer

Md. Faisal Rezvee is the Chief Operating Officer of SmartGo. He lives in New eskaton, Dhaka.
He is currently studying at North South University, majoring in Marketing. Now he has been
passionate about sports like chess and football.

9.4 HR POLICIES & PROCEDURES

Human resource policies define the criteria for making decisions in the field of human resource
management in accordance with the organization's overall goal. They are created by the HR
Manager in collaboration with senior management to help managers at all levels deal with people
at work.

HR Policies are the organization's ongoing standards for managing its employees. It provides HR
managers with detailed guidance on a variety of employment-related issues. It expresses the
organization's intentions about several aspects of human resource management, such as
recruiting, promotion, compensation, training, and selection.

HR policies describe the organization's vision and value for how people and things should be
treated. As a result, it can be used as a reference point when developing human resources
management techniques or making personnel decisions.
Some of the HR policies of the company are stated below:

At-will employment: This term means that either we or our employees can terminate the
employment relationship at any time and for any reason, as long as the reason is a lawful one.
This practice will be informed in the beginning of our employee handbook.

Anti-harassment and non-discrimination : The policies will be strictly followed to prohibit

harassment and workplace discrimination according to our laws and regulations. We will review
and update them accordingly.

Employment classifications : This will be a practice to clearly define employment

classifications, such as part time, full time. Since an employee’s classification can dictate
eligibility for benefits and overtime pay.

Leave and time off benefits : There will be 22 leave days in a year. We’ll consider holidays,
vacation, sick leave. The other off days will be counted as our company policy and will be
included in the handbook.

Employee conduct, attendance and punctuality : Attendance policies will be strictly

maintained to make it clear that employees must be on time and ready to work at their scheduled
time each day and follow procedures for informing company of an unscheduled absence or late
arrival.

10 RISK MANAGEMENT PLAN

10.1 EVALUATE WEAKNESS(ES)/RISK ASSOCIATED WITH THE BUSINESS

SmartGo is based on client drive choices. New trends exchange the overall design in shoes
industries. As our commercial enterprise is coming up with the thinking of being ultra-modern
and having smart

gadgets (footwear) for maintaining everyday lifestyles. Firstly, most of the customers are now
not nicely stated about the smart shoe. So, it is a major weakness for the business and big-time
challenge to faceoff. Spreading the knowledge and usage of smart shoes throughout the customer
will be a huge task to complete. If It’s done properly, businesses might face massive losses.
Another weakness of this commercial enterprise is managing resources. Resources as in
machineries, purpose most of the assembling machineries are imported from china. So, if
something goes incorrect or if any undesirable accident occurs the complete production may end
till the hassle is fixed. Dependency on suppliers was once always a problem for business. Two
essential components of the product are collected from the suppliers so it has threat too.
Diversification is essential in all businesses, though ours has primarily less variants for the
customer. Only three consumer segments are focused for business. This can be counted as
weakness for enterprise and for its growth. Flexible pricing is an important section of enterprise
but as we are depending a lot on the suppliers and the remaining product a couple of raw
materials from the suppliers so it’s difficult for us to maintain the pricing flexible. These
weaknesses are essential issues which want to be recovered as early as possible in order to make
the business sustainable.

10.2 CONTINGENCY & MITIGATION PLAN

New Technologies

This generation is based totally on excessive tech machineries, in order to keep the business
strolling to applied sciences must be used. We have determined to use two new technologies
which are absolutely new to the sneakers enterprise and alternate the whole vogue of business
ideas. First technology is 3D printing, which is becoming more beneficial in order to amplify
effectivity and charges of production.

3D painting permits the younger technology to design and produce their own footwear just the
way they want. Many shoes massive companies are using 6this brand new technology such as
Nike, Adidas. For mass production science is gorgeous and effective.

Second technology is augmented and virtual reality. Utilizing a VR head protector or enlarged
innovation are superb techniques to include buyers in a number and inundate encounters. It very
properly might also be utilized to strengthen our image occasions. Then again, VR and AR can
help footwear shopping experience for buyers, as they will see, attempt, feel items in a very
pleasant and submerge way we won't need to extend the store size for this

Contingency Plans

For the contingency plan we have deliberate two more product lines. First one smart kiddo and
second one smart hiker. If any of our primary product strains fails to recover it and take care of it
flexibly the situation, we will launch these two product lines which target the different two
segments to customers.

The first one will be a new product line named “Smart kiddo” which is for the school going
youngsters age group (7- 15). The principal motive of this product is to make certain the security
of school going children and giving them the trip of the usage of smart gears. We have seen that
a massive variety of parents are involved about their children whilst they are in school or
coaching centers. Not each guardian can have enough money to supply them a personal vehicle
or other this to keep them secure. This “smart kiddo” is designed as very special so that children
don’t experience that they are being spied on by means of their parents. Some unique feature and
functional benefits will add to our product.

Second product line will be a new product line named “Smart Hike” which is for travelers and
mountain climbers age group (20- 50). The primary cause of this product is to make certain the
safety of men and women who are touring to these hazardous areas and giving them the journey
of using smart gears. Some special feature and functional benefits will add to our product. These
will help the travelers to reap notable highs of the world at the great degree of comfort and
security, making tracking and rock climbing more enjoyable.

11 FINANCIAL PLAN
11.1 ASSUMPTIONS

In order to forecast the sales for the next three to five years, we need to consider a number of
factors. Since our product is directly related to outdoor and physical activity, we firstly looked at
the availability of parks and gyms all over Dhaka city. Since the people between the age group of
40 to 60 in this country primarily like to jog or walk in a natural environment for e.g. parks, and
the younger generation likes to work in gyms, we looked into both categories. Our secondary
research revealed some key insights.

Firstly, according to a survey done by WBB Trust, 35% of park users said that they primarily use
parks for walking and 12.2% of the people use it for physical exercise. The survey was done
across 12 different parks of Dhaka. This provides a rough idea about the number of people that
regularly go out for a walk who could be our potential customers in the future.

Secondly, the number of gyms in Dhaka city has increased 25 to more than 300 in just eight
years (Islam, 2019). This shows a positive trend in the increase in health awareness of people.

Thirdly, as mentioned in the promotional strategy, promotional activities like

sponsorships and organizing events would likely boost the sales in certain months. Additionally,
certain spikes or declines in sales are also anticipated. For e.g. during rainy seasons, many cannot
go outside due to the weather conditions.

Therefore, after conducting a thorough secondary research we are including the following
assumptions for the sales forecast for the upcoming three years:
1. Cost of Goods Sold to be increased by 5% per year

2. Sales will increase by 10% per year

3. Depreciation to be calculated using straight line method

4. Operational Expense to be increased by 15% per year for the first 2 years and by 10% from
the third year

11.2 SALES FORECAST

11.3 COST OF SALES

11.4 EXPENSES

11.5 PRO FORMA INCOME STATEMENT

11.6 SOURCES AND APPLICAT IONS OF FUNDS (FINANCIAL

REQUIREMENT)

Initially, SmartGo will raise capital through the funding of its founding five Partners. The
partners will invest a different amount of capital which accumulates to around Tk.1,00,00,000.
Majority of this capital will go towards building a single storied assembling factory for the
producing SmartGo shoes at Gazipur. The estimated cost of building the factory is Tk.82,00,000.
The rest of the money will be used for opening retail stores at three locations and covering day to
day transactions of the business.

SmartGo will require additional funds for purchasing the machineries and equipment. In order to
obtain those funds, the management team has decided to go for debt financing. It is

estimated that SmartGo will require an additional amount of Tk.80,00,000 as a long term loan
from the bank in order to purchase all the necessary equipment to produce and deliver the shoes.
The long term loan would be repaid on a monthly installment with interest.

12 APPENDIX