Dear readers
This is an attempt by three individuals (Ashish Modi, Siddharth Golechha, Varun Rampal) who are passionate about enterprising and want to create value for the society. We are passionate about technology, art and value human relationships.
Dirty Mosaic is an attempt to bring these three things together (Art, technology and relationships). We make customized and personalized art which is inspired by popular culture, happenings in the society and influences which has shaped our intellect.
We offer customized art in various sizes, elegant and tasteful frames and also take care of the shipping. All you have to do is make a choice from the available template on our Facebook page (Dirty Mosaic on FB) or let us know an idea and we will implement it for you!
We give choices of size and design of frames. You could upload your picture and inbox us your message for yourself or your loved ones and we will make it happen!
Following is our business plan. Please let us know if we could improve and refine it. Any questions and criticism is welcome.
E - Plan
DIRTY MOSAIC
An Entrepreneurial Limited Liability Partnership firm wholly owned and operated by GULAAL
Partners -
Varun Rampal
Siddharth Golechha
Ashish Modi
The company is founded under the guidance of and mentorship by
Dr. T Prasad, Professor, Entrepreneurship Development
NITIE, Mumbai
1.0 Executive Summary
1.1 Company
Dirty Mosaic is an exciting new business that provides online custom art designing and framing service. The cornerstone of Dirty Mosaic’s business is high-quality and personalized art designing and framing. Dirty Mosaic is unique in its field in that it offers same-day custom art designing and framing, in contrast to the industry-standard multiple-day lead time. Dirty Mosaic is founded on a dedication to offer the Mumbai metro area the most innovative, trend-setting designs and a finished product of impeccable quality at unmatched speeds.
Post graduate management students of National Institute of Industrial Engineering, Mumbai, Varun Rampal, Siddharth Golechha and Ashish Modi currently hold the company’s stock. The owners bring a combined total of more than 10 years of industry experience to the company.
1.2 Products and Services
Imagine the ability to create a totally custom art. You choose the material and style of the art, and then the image and effects you want on the art. This is the ultimate form of expression. There are no limits to what you can communicate. Some people might show their fanaticism for a particular sports team, others a musician, while some people might show a social message or cause on their shirt. Whatever you may decide, you can print any image on your shirt.
Dirty Mosaic offers editing, personalization and customization of pictures and photographs as per customer requirements along with additional services, such as designing arts, printing, photo editing, framing and production of art in a variety of digital formats.
2.0 Market Segmentation: Target Market
Our Market –
- Young men and women - 18 to 35 years of age of Middle Class and Upper Middle Class families
- Students with and without a regular source of income
- Socio-economic segmentation: niche customer segment who have a taste in arts, who appreciate aesthetics or who are very passionate about sports/ music etc.
3.1 Competitive Edge
- Our core competency is innovation, creativity and art in photo editing, art designing personalization and framing at unmatched speeds
- With our knowledge on how to attractively personalize and frame photos and art we have found starting a framing business as the ideal venture. Offering a range of additional services, such as printing, photo editing, framing, and production of photos in a variety of digital formats.
- We are one of the first movers in this field of business, a natural advantage
- We plan to achieve sustainability through our unique distribution channel
- Promotion - Internet
- Social Media: Website, Facebook, Twitter, blog promoting the company
- Word of Mouth and informal social groups
- Attractive offers for loyal customers
- Engage in Web-based marketing for the next year to generate awareness of the company and its products and services.
- Subsequently invest in Internet based advertising, which is currently very cost effective
Dirty Mosaic will use their website as their catalog and ordering device. The website will be a complete product and service offering as well as to provide company information.
The website is being designed with simplicity in mind. It is imperative that customers are able to navigate throughout the site intuitively with no problems. Dirty Mosaic will be bench-marking websites such as Amazon's to develop the best practices for the different elements of the site.
A phone number will be offered on the website to remedy the problems that customers might encounter.
3.4 Cost Strategy
- Central Sourcing from single vendor for economies of scale
- Long term agreement with photo frames vendor
- Long term agreement with printing services provider
- Next Milestone: Independent sourcing of different types of paper for custom arts
- Entered into a procurement agreement with art frame manufacturer
- Entered into a procurement agreement with printing service provider
- Made first sale - framed collages for college committees
- Received order for creating 17 personalized framed collage arts
- Designed a logo for the company
- Website of the company
- Launched Facebook page of the company
Dirty Mosaic has incurred the following start-up expenses:
- Legal fees for the business formation - Rs. 2200
- Raw material expense - Rs. 3000
- Logistics expenses (estimated) - Rs. 400
We would be working towards working with complementary service providers and businesses such as photographers, photo studios, art galleries, interior decorators and home-decor stores by creating beautiful art that serve the client's needs, offering excellent service and flexibility with a very personal touch, and offering all the value-added services related to art.
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