Sample Ecommerce Business plan

1. Business Plan for Maple exclusive Online Store
Selling range of Apple and its affnity products.
By Prashant Chauhan .
Email :prowebb@gmail.com
Phone: 92235442662

2. Index
1. Summary
2. Market Analysis Summary
2.1) Market reaserch and analysis for apple products in india offline market
2.2) Market reaserch for online market for apple products in india with emerging Trends
2.3) Analysis of Various Online Ecommerce Channels
2.4) Competation analysis
2.5 ) SWOT Analysis
3. Strategy and Implementation Summary
3.1 ) Implementation Strategy Summary
3.2) Ecommerce Store and various Channels
4. Finaicial Planing
4.1) Startup funding requirnmnet
4.2 ) fixed cost and Operational Expenses
4.3) Break even analysis
4.3) Sales Forcasting,revenue and profit/loss projections

3. 1 .Summary
Introduction : Maple Digital Technology International Pvt. Ltd. is a pioneer in providing Indian
customers a complete experience of the cutting edge technology of Apple. We assist our customers
with everything – starting with buying their first Apple device, to setting up a complete solution
tailored to their needs.
Objective to launch a ecommerce store :
India’s e-commerce market is worth about Rs 50,000 crores in 2011. About 80% of this is
travel related (airline tickets, railway tickets, hotelbookings, online mobile recharge etc.).
Online retailing comprises about 15%. India has close to 10 million online shoppers and is growing at
an estimated 40-45% CAGR vis-à-vis a global growth rate of 8-10%.
Electronics and apparel are the biggest categories in terms of sales.
Maple being a premium reseller of apple products want to tap in the online market oppurtunity
by launching a online store selling exclusive range of apple and its compitable products.

4. 2.Market Analysis Summary
Market reaserch analysis for apple products in india offline market
a) Market size of apple products in reatil offline Market is estimated to 6000 Cr Rs as of Dec 2012
b) The company products are retailed by 35 Odd Apple premium reseller(APR) and muli brand retail
outlets I.e Croma ,vijay sales ,reliance retail etc
Assumption based on report and varous sources
Estimated Market Size for apple products sold in 2012 > 6000 CR rs
Number of ARP (Apple premium reseller) 35
Number of Multi Brand retail selling apple products 5-8
Source : DNAArticle on Apple for 2012
link :http://www.dnaindia.com/analysis/column_will-india-scuttle-potential-rs700-cr-investment-of-
apple-stores_1670708
Market reaserch for online market for apple products in india with emerging Trends
Online Market size for apple product :
Estimated Market Size of apple product sold online in india through various online channels in
2012 is expected to be greater than 3 % of its offline market of 6000 Cr and estimated @ 180 Cr Rs
which is estimated to grow at CAGR 8 -10 % .
Apple products sold online per year as of 2012 180 Cr
Compound annual growth rate of market (CAGR) 8-10 %
Estimated market in next Three years by 2016 Approx 250 – 350 CR
(The ratio is derived by studying overall Etailing Market vs Offline Retail market applied to
Apple Products sold online Vs Offline)

5. Google Trend and keyword analysis
Search Trend for apple products in india by Google insight
the trend shows step incress in online searchs for apple products from 2004-2013

6. The the report shows major kewords used by people to search for appple related products
and region from india where searches are originated with “Apple india” as major keyword
and state of jamu and kashmir with most number of searches
The report also shows major searches for apple producs is generated from tire 2- tire 3 cities
like ludhiana from state of punjab where presence of apple retail stores is absent

7. Online Market Size of apple products
Based on the assumptions the below
Apple products sold online in india 180 Cr
Avg transaction value of apple product sold online 18000 RS
Number of apple product sold per year online 1,00,000 Orders
Number of apple products sold per Month 8334 Orders per month
Apple product sold per month revenue
15 Cr rs
Number of apple products sold online per day 288 Orders per day
Apple products sold per day revenue 0.5 Cr Rs per day
Competation Analysis:
In india apple products are sold online by multibrand online retailers and apple resellers as a vendor
on various market places as ebay.com ,indatimes.com , etc
Competation Example
Multi Brand Online Retailers Flipkart.com,infibeam.com,naaptol.com,
rediff.com etc
Apple resellers selling online through
Online Market place and channels
Ebay.com, indiatimesshopping.com,junglee.com
and various small ecomomerce portals
reliance istore
Apple premium resllers (APR)

8. SWOT Analysis
Strength Weakness
Threat
Maple being (A P R) in india can provide
its customer with higer value proposation
In terms of value added services then its
Competations
Oppurtunity
Maple is a strong offline player with
no online presense,being a new entry
to online market it may take quite a
Learing curve to get adapted to online
market dynamics to capture market
share and become strong online market
Player .
a)Online Market for apple product is
estimate at 180 Cr as of 2012 and is
assumed to grow at 8-10% CAGR per
year.
b)Online channel is much more cost
effective as compaired to physical store
and give exponetial output at fixed cost
also it can reach much larger audience
With no limit of demographic.
a)Apple launching its own online store to
cater indian market.
b) Incressed competation from other
Apple Premium resellers selling online
and multi brand online retailer.
c) Apple losses its market cap in india

9. Strategy and Implementation Summary
As a go to market strategy for online channel , Maple would have a composit approch of selling its
products by through its online store and various other online channel as etailing portals, market places
and affliates channel.
Map for Online sales Channels for maple
Channel type Type of engagement Example of channel
Maple Online Store Owner Mapleonline.com
Online retailer Vendor Flipkart.com,rediff.com ,jabong.com
infibeam.com
Market place Owner exclusive store Ebay.com,
junglee.com,indiatimesshopping.com
Other channles Vendor Snapdeal.com, dealsforu.com, affliates
etc
Maple
(APR)
Online Store
Vendor of Online
Retailer like
Flipkart.com
Exclusive
Store on
Online Market
Place
Eg: Ebay.com
Other Channels
Like
Affliates
AuctionSite
Deals etc

10. Financial Planning
Budget planning :
Particulars Resources
/Sku/Item
Cost per
unit/Year/Sku/
month
Total cost
One time Fixed Cost
SEO content writing
Product content writing 150 words each
with 2 photos
1000 150 1,50,000
Payment gateway 1 45000 45000
Total one time fixed cost 1,95,000
Operartional expenses per month
SAS ecommerce platform (Martjack) 1 16000 16000
Ecommerce executive
(Product update /Order Booking etc )
2 15000 30000
Ecommerce manager 1 60000 60000
Over heads and mescelenious expenses 1 30000 30000
Total Opex per month 1,36,000 Rs
Marketing Budget per month
Marketing Budget 1 30000 3,00,000
Cost of inventory 1 5,00,000 5,00,000

11. Break Even Analysis
Break even analysis is based on average ticket size per sales @ 18000 Rs with
gross margin of 10 %.
Particulars Units
Total Fixed cost of operations (OPEX) 1,36,000 Rs
(Per month )
Avg ticket value per order 18000 Rs
Gross Margin 10 %
Variable Cost 1
(Payment gateway Trasaction Charges @ 3 %
Assumption avg ticket value of order is 18000 Rs)
540 rs
(per Order)
Variable Cost 2
(Cost per aqusatation CPA or marketing cost as per sale)
600 Rs
Variable cost 3
(Cost of product calculated based on 10% margin)
16200 Rs
Total variable Cost
(Variable Cost 1 + Variable Cost 2 + Variable Cost 3)
17,340 RS
Break even point=
Fixed cost
------------------------------------------------------- = 136000/(18000-17340)
(Ticket Value per Order – Total Variable cost )
207 Orders
(per month )
Break Even Point per day = 207/30 = 7 Orders
( per day)
Break even sales revenue required per month
(Avg ticket value per order 18000 Rs)
37,26,000 RS
( per month)
Break even Sales revenue required per day
(Avg ticket value per order 18000 Rs)
1,26,000 Rs
(per day)

12. Break even analysis Chart monthly

13. Sales forcasting for 3 years
Sales Forcast for First Year :
First year
Month 1 2 3 4 5 6 7 8 9 10 11 12Total
AVG Ticket Value 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000
Volume 10 20 25 30 50 75 100 200 300 350 350 400 1910
Sales 180000 360000 450000 540000 900000 1350000 1800000 3600000 5400000 6300000 6300000 7200000 34,380,000.00 INR
Cost of sales 162000 324000 405000 486000 810000 1215000 1620000 3240000 4860000 5670000 5670000 6480000 30,942,000.00 INR
Gross profit 18000 36000 45000 54000 90000 135000 180000 360000 540000 630000 630000 720000 3,438,000.00 INR
Gross margin % 10 10 10 10 10 10 10 10 10 10 10 10
Net margin % 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7
NetProfit 6660 13320 16650 19980 33300 49950 66600 133200 199800 233100 233100 266400 1,272,060.00 INR
NetCost 173340 346680 433350 520020 866700 1300050 1733400 3466800 5200200 6066900 6066900 6933600 33,107,940.00 INR
ROI % 4 4 4 4 4 4 4 4 4 4 4 4 4

14. Sales forcast Second year
Sales forcast Third year
Second year
Month 13 14 15 16 17 18 19 20 21 22 23 24Total
AVG Ticket Value 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000
Volume 350 350 350 400 450 500 500 500 550 600 600 600 5750
Sales 6300000 6300000 6300000 7200000 8100000 9000000 9000000 9000000 9900000 10800000 10800000 10800000 103,500,000.00 INR
Cost of sales 5670000 5670000 5670000 6480000 7290000 8100000 8100000 8100000 8910000 9720000 9720000 9720000 93,150,000.00 INR
Gross profit 630000 630000 630000 720000 810000 900000 900000 900000 990000 1080000 1080000 1080000 10,350,000.00 INR
Gross margin % 10 10 10 10 10 10 10 10 10 10 10 10
Net margin % 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7
Net Profit 233100 233100 233100 266400 299700 333000 333000 333000 366300 399600 399600 399600 3,829,500.00 INR
Net Cost 6066900 6066900 6066900 6933600 7800300 8667000 8667000 8667000 9533700 10400400 10400400 10400400 99,670,500.00 INR
ROI % 4 4 4 4 4 4 4 4 4 4 4 4 4
Third Year
Month 25 26 27 28 29 30 31 32 33 34 35 36Total
AVG Ticket Value 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000
Volume 600 700 700 750 800 900 1000 1000 1200 1500 2000 2500 13650
Sales 10800000 12600000 12600000 13500000 14400000 16200000 18000000 18000000 21600000 27000000 36000000 45000000 245,700,000.00 INR
Cost of sales 9720000 11340000 11340000 12150000 12960000 14580000 16200000 16200000 19440000 24300000 32400000 40500000 221,130,000.00 INR
Gross profit 1080000 1260000 1260000 1350000 1440000 1620000 1800000 1800000 2160000 2700000 3600000 4500000 24,570,000.00 INR
Gross margin % 10 10 10 10 10 10 10 10 10 10 10 10
Net margin % 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7 3.7
Net Profit 399600 466200 466200 499500 532800 599400 666000 666000 799200 999000 1332000 1665000 9,090,900.00 INR
Net Cost 10400400 12133800 12133800 13000500 13867200 15600600 17334000 17334000 20800800 26001000 34668000 43335000 236,609,100.00 INR
ROI % 4 4 4 4 4 4 4 4 4 4 4 4 4

15. projection :revenue,P/L for 3 years
First year Second Year Third year
Volume 1910 5750
Avg Ticket value 18000 18000 18000
Sales revenue
34,380,000 103,500,000 245,700,000
Cost of sales 30,942,000 93,105,000 221,130,000
Gross profit @ 10 %
Margin
34,38,000 10,350,000 24,570,000
Net margin %
(After deducting opex+
+marketing cost
+inventory cost etc)
3.7 3.7 3.7
Total Cost
(including Opex
+Marketing+ Inventory)
33,107,940 99,670,500 236,609,100
Net Profit 1,272,060 3,829,500 9,090,900
ROI % 3.8 3.8 3.8

16. Funding requirnment to Start Operations for one year
Particulars Unit/Months/Sku Total
Product catlog content
development
1000 X 150 Rs per Sku 1,50,000
Payment gateway 45000 X1 45000
Opex for 1 Year
(Inclucing SAS Ecommerce
Platform)
1,36,000 X 12 16,32,000
Cost of inventory 5,00,000 5,00,000
Marketing Budget 3,00,000 X 3months 9,00,000
Surplus cash 2,73,000 Rs 2,73,000
Total 35,00,000 RS
Best regards,
Prashant Chauhan .
Email : prowebb@gmail.com
Phone: 92235442662