Small business development

Small Business Development

Arnabi Konar | Manu Chaudhary | Sanjana Tripuramallu SDM’14

2nd – 4th th

Identification of various small business opportunities In Gandhinagar – Ahmedabad area

th

5 –6

Brainstorming on the identified co-creation

7th – 8th

Selection of partners after validation

2nd – 8th Feb

IDENTIFICATION OF CO-CREATOR [ Exploration, Elimination/Filtration, Selection]

9th – 15th Feb [ SWOT Analysis of the selected partner ] Competitor analysis & partner’s schedule

Timeline

UNDERSTANDING BUSINESS OF SELECTED PARTNER

9th – 10th 11th

12th – 15th

Impact management and Documentation on video making

( Creating Business Profile, Touch Point Mapping, Sensing Business Type )

Identify the difference Take feedback

16th March:

16th – 22th Feb

IDEATION 16th – 17th

Business offerings (problems & their identification)

18th

Opportunity mapping, Scope

19th – 22nd

Insight generation and Establishments And Strategy Report

BUSINESS DESIGN WORKSHOP Identifying Strategic Intervention areas

23rd – 24th

Segregation of long term and short term interventions

25th

Prioritizing and validating specific interventions

26th – 28th

MID-TERM REVIEW

9th – 15th

23rd – 28th Feb

2nd March

JURY PRESENTATION EXHIBITION POSTERS / REPORTS

Prototyping:  Working with cocreator with suggested intervention areas and prototypes  Pilot Testing

3rd March To 8th

IMPLEMENTATION

Introduction

Strategic Design Management revolves around co-creation and value making.

This design project deals with co-creating with the individuals to provide an opportunity and exposure to a formal/informal, unorganized small business through strategies and interventions aiming its development and growth.

It involves three process phases of Identify | ideate | implement

Design Project 1 | Small Business Developement

Exploring Small Business

Blush- the beauty point SAGAR SANDWICH- roadside sandwich stall KANHA GRAPHICS- the binding shop BARBER SHOP- near cool point, Gandhinagar

Design Project 1 | Small Business Developement

BLUSH The beauty Point

Proprietor: Manisha Rajput Manisha is a simple, talkative and friendly person. She is married and lives with her two kids. After working for few years at different parlors she decided that she should be self employed and started blush in March 2014 She spends the entire time at her parlour and her parlour stays open all days. She very happily says that most of the customers who comes to visit her once will definitely come again. The reason seems to be her honesty, good skills and very sweet nature. She has good reputation in the surrounding and is known for skills and the way she treats her customers.

She also does special hair dos and makeup and keeps updating her knowledge through internet In her words, making someone look beautiful is an art and includes a lot of spontaneity. She feels the happiness and gratitude in her customer’s satisfaction.

She is open to change and is willing to develop her business and is also looking for an assistant as she alone is not able to maintain the growing business.

She has applied in the corporation to register her business which is in the process rite now.

Certified as beautician from Air force wives welfare association in 2011

Worked as assistant at various parlors for 2 years Running since: March 2014 Per day customers:10-20 Per month income: 15000-30000 Loyal customer base who visit very frequently:50 (Customers are mostly from NID, NIFT, TCS, nearby apartments) Employees: No Timings: 9am – 10 pm Location: Expertise: Eye brows, low cost waxing and facials

Design Project 1 | Small Business Developement

SAAGAR Sandwich stall

Proprietor: Sanjeev Kumar He started to prepare sandwiches since the age of 12. He used to help his father, while he developed this skill. His current age is 28 and doing good by expanding his father’s one stall at Nataraj cinema to 2 new stalls. One opposite to City Gold cinema and another one recently opened at Infocity, Gandhinagar. He offers a varied option of sandwiches and wants to stick to them as his specialty product but he has an open vision to a greater and bigger business.

3 stores: Opp. Nataraja cinema, Ahmedabad (Oldest) Opp. City Gold cinema, Ahmedabad Infocity, Gandhinagar Running since: Early 1970’s Per month Income: Around 40,000 Employees:4 Employees, all of them working for more than 10 years with him.

Timings: Morning till lunch @ stall opp. to City Gold cinema and 4pm to 11pm @ stall in Infocity shopping complex, Gandhinagar.

Expertise: Trained to make sandwiches ever since the age of 12

Design Project 1 | Small Business Developement

Barber Shop

Proprietor: Jatin bhai Jatin bhai is a barber who offers hair cut shave & head massage. He stays under the shade near cool point & waits for his customers. He started his business 7 years ago & has been setting up in this particular location from about 4 years. He lives in dholakuwa and is married, and has three kids. His brother also does the same profession and performs his job mostly in the village. Jatin bhai charges 50rs for a haircut and shave and the family survives on his income alone. His investments were a mirror a few scissors and comb, and a chair that he has bought from an old closing down saloon 5 years back.

Per month Income: Around 5,000-6,000 Everyday 8 am he comes from his village with his cutting kit to start his day. The chair and mirror he leaves under the security of the adjoining chai wala and he has a setup of stones which he uses to support the mirror. Sometimes if the setup is disturbed he politely does it again. There are a few public benches just beside his setup and he laughs saying that is his waiting room for the customers.

He has watched and observed keenly how they cut hair when he visited different saloons and proudly says that he managed to master it. He lives a simple life and is very content with his profession.

Design Project 1 | Small Business Developement

Book Binding

Proprietor: Harish bhai Harishbhai offers a wide variety of binding options. He offers a printic and graphic design services too, and wants to stick to them as his specialty but he has an open vision to a greater and bigger business.

Running since: 2008 onwards Per month Income: Around 45,000 Employees:2 Employees, all of them working with him since the starting of the shop.

Timings: 9 am to 7 pm Expertise: All kind of binding with a all possible materials (leather, rexin, handmade paper, cloth etc. )

Design Project 1 | Small Business Developement

Business Analysis Table Business

Accessibility

Skills

Willingness to change

Near Cool Point

Famous & skilled

Open to change & grow

Not trained

Moderate

Trained & skilled

Open to change & grow

Famous & skilled

Not open to change

Business Type Organized (Informal)

Parlour

Infocity

Unorganized (Informal)

Binding Shop

Infocity

Unorganized (Formal)

Sandwich stall

Near Cool Point

Organized (Formal)

Barber

Design Project 1 | Small Business Developement

Filtering the Co-creator BLUSH

A little more about Blush...

Proprieter: Manisha Rajput Per day consumer footfall is 8-10.

Parlour is running since last one year (March 4th) Number of frequent loyal customers: 50 Timings: 10am to 8pm Employees: 0 Monthly Income: 20,000/-

VISION STATEMENT To Grow and sustain as a premiere Beauty hub .Speread Love and beauty to wider horizons.

Price Range: 30 - 1500/Registeration:

TIN no: NO

ID: NO PAN Card: NO Current Bank Account: NO Rent Agreement: YES

Service Tax: N/A Profit: 7,000/- (average)

A little more about Manisha

Manisha was born in a joint family in Amalner, Jalgaon Maharashtra.

She had a simple lifestyle which she continues and is a very responsible person.

She was born in an orthodox government officer’s family and is the youngest among her 2 brothers.

She can speak Guajarati, Marathi and understands very basic English

She studied in Marathi medium government school till 12th standard.

She got married early & live in a joint family which made her a little submissive in decision making.

She got married to Amar who works in the army at the young age of 18 and have 2 kids.

She doesn’t have much exposure to highend styling but because of travelling and living in multiple states, she adapts and understands people well

Her husband being in a transferable job, she travelled to various places like Rajasthan, West Bengal.

Later, she developed a deep desire to support herself & carries a feminist approach in her thoughts

During this tenure she got interested in beauty practice as her hobby and got certified in 2011.

She struggled a lot emotionally and financially which made her strong and practical in life

In 2009, her family moved to Gujarat as part of her husband’s job and decided to settle here.

She is versatile and optimistic person and keeps extreme faith in god.

Later in 2011, because of financial issues faced by her family, she started working as a beauty assistant in various parlors

Her desire to be independent grew with time and gave her the courage to envision high while being grounded to earth.

She established her own parlour, Blush in 2014 March.

She lives alone with her kids and with time she developed a stubborn attitude professionally.

On 4 march 2015, celebrated first anniversary of Blush.

A day in her life...

Eats Brunch

Household Activities

Wakes up

5:30 AM

5:30-10:00 AM

Parlour activities & appointments

10:30 AM - 9:00 PM

Cooks dinner

9:30 PM

10:30 AM

Teaches kids

10:30 PM

Sleeps

11:00 PM

Design Project 1 | Small Business Developement

Mind Map

Services@BLUSH

Spa

Hair      

Trimming Haircuts Straightening  Permanent  Temporary Colouring Styling Perming / Curling  Permanent  Temporary

Manicure & Pedicure

Body

Threading  

Face  

Cleanup Facial  Basic  Specialized

  

Hair Body

Polish Bleach Massage

Waxing    

Arms Underarms Legs Full body

   

Eye brow Forehead Upper lips Full face

Makeup   

Bridals Party Mehendi

Sequential Mapping of Parlour Activities

Manisha comes to the parlour

Cleans

Arranges all equipments

10:00 AM

2-3 working Sets up and professionals visit checks product in the morning requirements

Few customers (mostly students) visit till 6:00 PM

A lady visits her everyday

2:00 PM

10:00 AM – 6:00 PM (Customers are few, and Manisha has free time)

She refuses a number of customers in rush hour and asks them to come the next day

She closes the parlour

8:30 PM

6:00 PM – 8:30 PM (Rush, multi-tasking)

Even working professionals also come

7:00 PM

All housewives start to come to parlour (4-5 housewives on average, per day)

6:00 – 7:00 PM

She teaches the lady and shows techniques for free (doesn’t charge)

Multitasking starts

6:00 PM

Almost free time: Cleans parlour

12:00 PM – 5:00 PM

Competency mapping Customer connect Warm and Welcoming Friendly and affectionate Attractive Speech Around the age group of the target customers

Services Eyebrows Facial Waxing Styling Skin tips

Behavioural Aspects Deeply Passionate about her business Simple and practical Optmistic Nature

Other Factors Good Network Support from family Friendly neighbourhood Good Reputation and Respect

What customer wants The project focuses on beauty and maintenance which has become a part of lifestyle these days. Everybody wants to look beautiful and attractive all the time. As the potential income is gradually increasing people are willing to spend more and more on the services like spa, parlors and other beauty services. Our challenge while conducting research was to find out what exactly people mean by beauty, how they think they look and how do they want to become (latent needs). Also, what are the common problems they face?

The research has been carried into three different phases: 1. Secondary research

- History of beauty parlours

- Beauty perceptions of individuals and society 2. Primary research

- One-on-one interviews to find out the common problems people face regarding beauty and maintenance.

3. Finding out the latent needs of customer and potential customer

- Forced metaphor elicitation

SECONDARY RESEARCH History of beauty and beauty parlours

Competitor Analysis

competitors

pricing

Services

customers

popularity experience average Overall experience is people either come good but not value for specialised services for money or occasions mostly not much impressive losing popularity because of newer parlours

- VLCC

40% higher prices in almost all services

Services are really good and world-class

- Touch and glow

Same as Blush

not really good, even the ambience is not much pleasing

high end customers, mostly from the upper middle class segment and working class Mostly housewives from infocity flats and local workers

- Make Over

10% higher than Blush

not good lack of coordination amongst the staff

Unisex, very few not much yet returning customers and most of them are men

not good not enough privacy

- Kalista

10% lower than Blush

Warm and homely Services are good

the owner has got a few fixed customers and rest flying

growing, yet not known to many

Value for money

- Belessa

25% higher than Blush

popular for it’s hair related services

good a bridge between high end and small beuty parlour

Mixed crowd. Mostly the haircuts are good,well equiped and well-to-do youngfolk more choices

Design Project 1 | Small Business Developement

SECONDARY RESEARCH Beauty Perceptions

Beauty Perceptions

PRIMARY RESEARCH Finding out common problems faced by the customer (existing & potential)

After going through the research conducted in various countries and books/articles published by various authors we further moved on to narrow down the research with basic understanding of beauty and its perceptions to our target customer.

We conducted one-on-one interviews to find out the expectations of customers from a beauty parlour and their aspiration level to look presentable and well maintained all the time. We also found out the common problems faced by the customers based on the areas in which they reside. Following are the results: 1. Large number of working professionals faces common problem of hair fall and rough & damaged hair as they do not get enough time to maintain their hair properly.

2. Many students, working ladies and housewives have dry and dull skin and few even complain about pimples.

3. Almost all of the customers complain about their dark circles (because of work pressure and improper sleep cycles) 4. Very large group of customers have dandruff and dry scalp.

5. People are also facing hair thinning problem.

6. Customers above 40 complained regarding dullness of the skin and wrinkles.

Finding the latent needs of customer

Once we found out the common problems faced by a very large number of customers we moved on the next level of finding out latent needs of customers. How they think they look and how do they want to look. What are their perceptions for beauty as an individual and how can blush help them fulfilling their needs and desires. For this to happen, we used a technique called Forced Metaphor Elicitation. Following is the process explained:

Forced Metaphor Elicitation

Outcome of this ResearchThe general outcome is that customers prefer hygeine first and then extra service.

Girls around the age group of 20-29 are more trend conscious and self centered Their drawings showed more details compared to other age groups.

The Ladies around 30-40 are more looking for value for money and convenience.

Customer Analysis Mind Map Students

Customers @BLUSH  TCS Employees  TCS Trainees

Professionals

   

NIFT NID DAICT Others

    

Shukan Eye Aastha Kanam Infocity Kudasan

Housewives

Nearby societies

SWOT Analysis

STRENGHTS

WEAKNESS

- Excellent service - Low prices - Hospitality - Loyal customer base - Open all days - Visibility - Versatile

- Lack of human force - No proper billing system - Absence of branding and marketing - Financial limitations - Weak Brand

OPPORTUNITIES

THREATS

- Potential customers in the vicinity - Less competition - Unexplored potential - Location - New services

- Brand names are preferred - No USP identified - No proper billing system - One person centric business

Design Project 1 | Small Business Developement

pestel analysis

political

environmental

Social

changing government rules & regulations for businesses. introduce new loans for small scale businesses. introduce new instruction programmes for beauty cultural field through youth center.

Decreasing interest rates for business loans. increasing cost of cosmetics.

Decreasing personal income of people. increasing price of beauty cultural technical instruments.

there are so many young people around the beauty parlour. increasing more sales in festivals & Wedding seasons. higher demand for indian fashions.

Some times in wedding seasons most parents need traditional dressing for their young daughters.

technological

economical

legal

Use laser treatments for pimples.

Use galvanic tools for facial treatments.

Use head massages, hair iron for hair dressing.

Use new skin whitening creams & technical machines.

Use internet to promote salon & give opportunities for customers to get appointments through online.

cost per unit of output is very high new business financial limitations Weak Brand

government introduces higher taxes for businesses & some taxes for cutouts, and banners. it is very badly affected to businesses. not registered.

Design Project 1 | Small Business Developement

TOUCH POINTS Creative and Passionate

Hardworking and dedicated

Open to Change

Warm and welcoming

Friendly and talkative

Responsible person

Enthusiastic in learning

Humble nature, soft spoken

Sensitive about her customers

Gives beauty tips

Quick at her work

Versatile in terms of methods

Teaches her skills unprofessionally

Loyal customer base

Member of cosmetic brands

Recurring customers

Visible and accessible

Genuine quality products

Feel good experience

Sense of special treatment

Prices are reasonable

Television and music

Sells jewellery

Make overs available

Open all days

Variety of services

Flexible timings

Flexible services

Well accessible by watsapp

A certified professional

Good reputation

Skilled at her profession

Ready to invest

Expertise in Eye brow shaping

Maintains hygiene & cleanliness

Usually busy during 1st & 2nd week

Customers feel confident

Free time during afternoon

Wants development of business

Passionate about her work

PAIN POINTS No Feedback mechanism

No Advertisement

No proper combo or packages

No proper records

Branding lacks design appeal

Easily fooled by people

Emotional nd doesn’t think rationally

Display lacks attention

No hairstyle catalogue

No mention of make-up

Not fluent in Englsh

Not registered

Lack of monetary management

Needs help with accounts

Less number of permanent customers

Lack of awareness

No USP marketed yet

Prolong talks results in long wait

Less permanent customers

No billing system

Building stress on her

Hectic schedule

Parlour remains shut in her absence

Not a visionary, simple lifestyle

Long waiting during rush hour

Dont keep in touch with customers

Doesn’t wear apron

Timings alter acc to her convenience

Depedent on autowalas

No own transport

Lack of professsional attitude

No stool for kid’s haircut

No provision for cleaning combs

Not well exposed to gadgets

Not well exposed to technology

Works alone

No good lighting ambience

Normal tubelights used

Business dependent on one person

AC facility doesnt work properly

Clusters Doesn’t keep in touch with customers

Ready to invest

A certified professional

Teachers her skills unprofessionally Hardworking and Dedicated

Quick at her work

Warm and Welcoming

Friendly and talkative

Easily fooled by people

No own transport, dependent on autowalas

Creative and Passionate

Needs help with accounts

Well accessible

by Whatsapp Maintains hygiene and cleanliness

Passionate about her work

Not well exposed to technology & gadgets

Emotional and doesn’t think rationally

Versatile in terms of methods

Gives beauty tips

Humble nature, soft spoken

Not fluent in English

Skilled at her profession

Sensitive about her customers

Open to change

Enthusiastic in learning

Not a visionary, simple lifestyle

Responsible person

Doesn’t wear apron

about MANISHA

Expertise in eyebrow shaping

Good reputation Usually busy during 1st & 2nd week Free time during afternoon

Prolonged talks result in long wait

Lack of awareness

Lack of

professional

Hectic Schedule

attitude

Wants development of business

Lack of monetary management

No mention of makeup

about BLUSH

Remains shut in Manisha’s absence

Not registered

Loyal Customer Base

Timings alter according to Manisha’s convenience

No proper records

No billing system

Long wait during rush hour

Visible and accessible

Make overs available

No provision for cleaning combs

No stool for kid’s haircut

Television and music

Less number of permanent customers

Member of cosmetic brands

Business dependent on one person

AC doesn’t work properly

No hairstyle catalogue

Recurring Customers

Genuine quality products

Branding lacks design appeal

No USP marketed yet

Sells jewellery

Variety of Services

No good lighting ambience, normal tubes used

No advertisem ent

Open all days

Flexible Timings

about SERVICES @BLUSH Customers feel confident No feedback mechanism

Feel good experience

Sense of special treatment

Prices are reasonable

Connections

Passionate Creative Enthusiastic to learn

enhancing exposure

No record of income

bill book

Very submissive with money

Open to change & versatile

Quick learner

No exposure

Good reputation

Sensitive about her customers

Well accessible

Gives beauty tips Her age near to target age group

Quick at her work Ready to invest

Customers feel confident Feel good experience

expansion Wants to develop business

Humble & sweet Friendly talkative

position as a saheli

Vision to expand

Financial limitations

Loyal customer base

Trust factor

Genuine quality products

Flexible services Expertise in eye-brow shaping

Variety of services

No major differentiation factor

custom services

core of the business

Sense of special treatment

Hardworking & dedicated

Reasonable prices Maintains hygiene

No mention of makeup

Versatile in terms of her methods

Certified professional

No hairstyle catalogue

Teaches her skills

menu redesign

teaching

Not all services on menu

Usually busy during 1st & 2nd weeks

Old prices

Free time during 1st half No Combos

unexplored potential

Visible and accessible

Flexible timings

Open all days

Immediate Phase

Happy Hour

Workflow management

Discounts & coupons

Introducing billing system

Ambience change (light & fragrance)

Events

Public outreach

New customers

Prototype product launch

Long term implementation

Beauty Clinic

Training Institute or Beauty Academy

Short term

Teaching

Beauty tips & demonstration online

(2-4 months)

(3-6 months)

Workshop (self-help groups & NGOs)

Mini makeup kit

(monthly subscription)

Collaboration (beauty fruit Mobile services & expansion of product services baskets & beauty supplements) In collaboration with a fruit seller

Strategy Report

1.Manisha Personal Grooming: Observation: Her personal life study shows that even though being excellent at her work she lacks exposure about high end styles, latest trends.

Validation: The target group involves College students and working professionals who are trend conscious and keep updating themselves with latest styles.

Strategize: • • •

Youtube channels Trends app Parlour visit

Professionalism and communication: Observation: Manisha comes across as a very bubbly talkative person and is around the age group of the target customer.

Customers connect with her conversations She gives beauty tips, However, she sometimes keeps talking even while giving service and that sometimes prolong the wait of the customers.

Validation: In customer interview we found out that the USP of the parlour lies in Manisha didi’s liveliness and the care she shows , at the same time for working professionals time is money.

Strategize: • • • • •

Apron for a more cleaner and professional first appearance Beauty tips on whatsapp groupA Group on whatsapp named Blush ladies that contains custom beauty tips will be maintained to extend the customer relationship Continuing her positioned image as Saheli We framed certain work ethics after discussing with her about the balance between her conversations and work time.

2.Customer Core: Observation: All the major things that come into contact with the customer like towels,Puff etc are usually same for all customers.

Validation: Sometimes during rush hours, the towels may be unclean and may effect the customer experience Strategize: • • •

Disposable towels after every cleaup, facial and waxing Tissues for eyebrows Handwash

Peripheral: Observation: There are certain services that are availed every month by target group.

There is no database collected of recurring customers Most availed services are eye brows and facial Validation: The average frequency to visit parlour among target group is 20-30 days.

Customers like when a service is customized.

Strategize: • Feed back book with customer details Customizable service book: • A detailed segregated chapters of services depending on the skin type and face shape.

• More detail and control over options • More visual and detail description on ingredients and process of treatment Blush special Facial1.consultation 2.Skin test to determine what type of facial 3.Free products Special Combos1.Most commonly availed services plus a few more at a discounted price (Behavioural Economics)

Membership1.A membership service card is issued to customers and points are added everytime they avail a service proportional to the cost of the service.

And all the added up points can be availed for a free service of equal worth.

Magic: Observation : There is no follow up on the customer once she leaves the parlour No major differentiation factor or strong recall Validation: In customer study , a lot of people complain that there were times when they had a bad service but never complained, when we brought this to manisha’s notice she assured 100% that she would like to follow up on her customers.

Strategise: Heart Box-A unique way of feed back system where a customer is given a heart cut paper along with bill,they may drop it in the box outside as a sign of their satisfaction.

Beauty tips book-During the waiting time there are small book lets of beauty tips that target their com Beauty tips book-During the waiting time there are small book lets of beauty tips that target their common problems on the table Candy/Cupcake-A sweet treat when they leave Whatsapp message-A message that after they leave thanking them for their visit and assurance.

Bday/Anniversary offers-Special offer and discount only for them

3.Blush Immediate Implementation: Observation: Mornings in the Parlor are usually free while, Evenings it becomes too crowded and sometimes is difficult to manage alone.

Validation: Foot fall between 11-4 is much less than 5-8.

Strategize: Happy Hours: Students will get a 5% off during 11am-4pm when an ID proof is shown from Monday to Friday.

Observation: Manisha becomes confused and tired when she has to manage multiple people at the same time This effects the service and the customer satisfaction Validation: Especially during the evenings and when there are special functions and festivals this situation is commonly seen Strategise: Work flow management: An algorithm is made to help her multi task during rush hours.

Some main points are to attend the customer with service that takes least time. waxing and facial can be done simultaneously as both of them require certain space in time in both of the services.

Observe: She is very submissive with money and there is no record of her revenue or cash flow.

She is not much educated and cannot write.

Validate: In conversations with didi we found out that there has been situations when she wasn’t aware of her own business profit.

Strategise: A bill book with info graphics was made where she only had to tick on the option and write the amount.

Observe: White lights are used in the parlour.The parlour is clean but there is no special fragnance Validation: Lighting effects the perception of beauty majorly as they control the amount of pupil dilation.

Strategise: Yellow lights are placed.

Special fragrance Observe: Customer study revealed that there are certain common beauty problems among the target group There is a certain trust factor on Manisha from her customers She usually gives tips and guides them to overcome these problems Strategise: Prototype product launch

Observe: we discovered that there is very less awareness of blush among the potential customer group. We took blush’s 1st anniversary as an opportunity to increase the awareness.

Validate: while conceptualizing the event we found out that human being always get inclined towards incentives and is one of the best method to create impact and recall.

Event: Discounts & Coupons Public Out reach New customers

Short term Implementation Observation: She has very good interpersonal skills and she teaches in the afternoon for free Validation: every small business needs diversification in terms of monitary cash flow and this seems to be an appropriate option keeping in mind manishas image. Also there are a lot of girls who are interested to learn from her.

Strategise: We suggested a time and certain teaching models she can apply, in the afternoon where she is free and can teach those who are interested on an agreement in which 1 year would be learning as well as handson in the parlour itself and from next year they would be learning under her brand for mobile services as an employee.

Workshops in self help groups- There are a lot of women self help groups that were interested to host teaching sessions and workshops on beauty and personal care

Workshops in self help groups- There are a lot of women self help groups that were interested to host teaching sessions and workshops on beauty and personal care Observation: There are many customers who want manisha to come to their place to get service which she cannot do because the parlour depends on her the entire time. And in terms of future expansion she has various limitations because of her family and personal reasons.

Validation: This was consulted in customer interview and the response was that privacy and convenience matter most.

Strategise: Mobile servicesThis is an option to increasethe convenience to customers as we are directly reaching out to them at door steps.Customers would contact Blush ofc and choose their services.

During the second year of the Students,they would be employees who would be travelling to the customer’s place to offer the service.

Transportation charges would be beared by the customer.

Online Beauty tips and DemoThis is to increase her credibility among the customers and also for popularity.

Continuation and Expansion of Product line.

Fruit Baskets and beauty supplements-We have organized for a collaboration with nearby fruit vendor who agreed to make combos and fruit baskets that would be sold at blush and advertised as beauty baskets with nutritional reasons and the effects that they bring to the skin.

Mini Makeup kitsA lot of people have not much awareness about the exact makeup type and brand that would suit them, so a detailed consultation would be taken from the customers interested and subscriptions would be offered on a monthly basis that provide them mini monthly kits.

Long term Implementation ClinicThe Beauty parlor would be positioned as a parlor with the traits of a dermatological clinic, The routine services would continue while a few more special services/treatments will be introduced under blush brand..Most services will receive a little extra that is a skin checkup before trying out anything.

Teaching Academy The teaching line would continue and could eventually grow into a certified academy for beauty services.

Blush Birthday Party!

Come join us in celebration!

Blush has turned 1 on 4th March 2015. We took it as an opportunity and planned a promotional event to increase the awareness among the potential customer base.

Event Brief Following are the reasons of planning and executing the event:

• Prototype of brand launch • Increasing awareness of blush amongst the potential customer

Conceptualizing Event Event has been positioned as a birthday party celebration so that existing customers feel connected to Blush and potential customer do not hesitate joining for celebration and end up buying the prototype products.

Approvals & Consultations 1. Approval and permission were taken well in advance for putting up promotional banners outside Pramukh Arcade from the owner and nearby shops.

2. Things were consulted properly with the proprietor and a fixed amount of budget was allotted for everything.

Physical requirements for event • Venue: Blush, the beauty point •

Route of the event: Map attached

•

Event Marketing: o Banner o FB Page o Invitation Cards o Message on WhatsApp/SMS

•

Event Promotion: Word of mouth by existing customer base Offering special 15% discount on all services to create hype.

Gift coupons offering 20% discount.

Prototype Product Launch Product range was designed keeping in consideration the problems faced by a large number of people in the local area, such as hair fall, dandruff, dull/dry skin and pimples. Following are the product categories: Face pack (Normal-dry skin) Face pack (oily skin) Hot oil (Hair fall, dandruff ) Profit and Impact Measurement of Prototype Product Launch SAMPLE 1 Approximate Cost prize: 400/Number of samples: 50/Selling Prize per piece: 15/Total Profit: 350/SAMPLE 2 Approximate Cost prize: 600/Number of samples: 50/Selling Prize per piece: 20/Total Profit: 400/SAMPLE 3 Approximate Cost prize: 1,000/Number of samples: 60/Selling Prize per piece: 20/Total Profit: 200/-

Prototype Product Launch

Impact Measurement Per day customer visits (average) • Before event: 6 • During the birthday week: 15-18 • After the event: 9-10 50-60% rise in percentage

Weekly income of blush (average) • Before event: 5,000/• Blush Birthday week: 12,000-15,000/• After Birthday week: 8,000/-