GabeGarcia

EmilyWilliams
PiperRossi
5/1/15
Sellers3/5

BluePelicanWasteManagementandSepticCare

ExecutiveSummary:

BluePelicanWasteManagementisanupandcomingsocialentrepreneurship
basedoutofMumbaiwiththegoalofprovidingpropersanitationtothelowermiddle
classofIndia.With600millionIndianslackingpropersanitation,thereisamassive
marketopportunity.SickchildrenandadultsfillIndia'spopulationevenintheupper
middleclasstothehighestofIndia'seconomy.Thisisbecausedefecatingandgetting
ridofwasteinthestreetsandfieldsisstillanorminIndia.Wehavedevelopeda
proprietaryaffordable,ecofriendly,selfassembling,septicsystemthatwilladdressthis
hugeproblembyhelpingapproximately50%ofthemarketbase,thelowermiddleclass.

OurBluePelicansepticsystemnotonlymakesmoreopportunitytouseareal
restroombutitisreliableforseveralyearsmaybeevendecadesiftakencareof
properly.Ourproducthasbeneficialqualitiessuchaskeepingdefecationandhuman
wasteawayfromthestreetsandfields,andmakingamorecomfortableandsafe
environmentforeveryoneespeciallywomenandchildren.

Inordertopositionourproductinthemarketwewillbeshowingpeopleseveral
statisticsonIndianhealthandlackofsanitation.Doingthiswillcreateanincentivefor
peopletoinvestinourproduct.Discussiontopicsincludethatapproximately69%of
Indianslackaccesstopropersanitationandtheresourcestoobtainit.Ourmain
advertisingstrategywillbeapublicrelationsbasedsystemofoutdoorstandsmanned
bypeopleinourtargetmarket.

MarketAnalysis:

BluePelicanSepticisintheindustryofaffordablewastemanagementandsanitation.
Therearenotverymanycompaniescurrentlyinthisindustrybecausethereisnotvery
muchmoneytobemadethroughprovidingsomethingthatistypicallyveryexpensive
forreducedprices.Indiaisagrowingeconomy,mostentrepreneursaremoreinterested
inprogressingintothehigherclassesratherthanworryingaboutotherslessfortunate.

Howevertherearestillseveralorganizationstargetingthesameindustryasussuchas
SlumDwellersInternational,andtheGrameenBank.Whatsetsourcompanyapartfrom
theseisourtargetgroup.Whilethesetwocompaniesarefocusedonlowerclasspeople
whoonlyhaveanincomeofabout2to4USdollarsaday.Wefocusonaslightlyhigher
classofpeople.Theymake4to10USdollarsaday.(
Shrinivasan, Rukmini. "Most of
Indias middle Class Earns between 1K and 2K."
The Economic Times.The Economic
TImes, 2010. Web. 2015.)

ThetargetgroupofourcompanywillbethelowermiddleclassofIndia,which
currentlyconsistsofabout244millionpeople.Worldwide,approximately2.6billion
peoplelivewithoutatoilet.600millionofthesepeopleliveinIndia,manyofwhomare
inthelowermiddleclass.Thelowermiddleclassarethepeoplewhoarebarelyhanging
ontheedgebetweenpovertyandmiddleclass.Itisquitepossibletoslipbackdownthe
curveintopoverty,butequallyaspossibletoclimbupintothemiddleclass.Toensure
peoplearedoingthelatter,thefirststepsistoconsiderbettersanitation.Aspeopleare
makingtheirwayoutofpovertysomethingassimpleasaslightsicknesscouldpush
thembackdown.Abigstepthesepeopleneedtotakeistoimprovetheirsanitation,
andtodothisthroughinvestinginaBluePelicanSepticTank.Buyinganaffordable
septicsystemwillimprovetheirsafetyandhealth,whilenotplungingthembackinto
poverty.TheaveragelowermiddleclassIndiancitizenmakesapproximately12,000to
25,000rupeesmonthlywhichwillmakeourseptictankwellwithintheirbudget,being
thatitcosts8,239.40rupees.Ourproductisasmartinvestmentforthesepeopleandis
averyreasonablecost.

MarketingStrategy:

Wewillpositionourproductinthemarketstreaminthelowermiddleclassof
Mumbaibyadvertisingthroughbrochuresandastandinanoutdoormarketplace.We
willfocusondistributingourbrochuresinhospitals,doctorswaitingrooms,etc.Our
salesmenandWomenwillbetheIndianworkingclassabletoconnectandempathize
withourtargetaudienceandthusbeabletoselltothesepeople.Thestanditselfwillbe
atentstampedwithourlogoandourslogan,Youcanthavefunwithoutaholetopoop
in!Brochureswillalsobeavailableatthestand.

OurproductwillbemanufacturedinourBluePelicanWarehousewhichwillbe
fullyecofriendly.TheproductwillalsobebuiltbyIndianpeoplewhowillberecruited
fromslumsorlowerclasslivingarrangementsandtrained.Theproduct,
TheBlue
PelicanSepticTank
,willcost$130whichis8,226IndianRupees.Theaveragetoiletin
Indiacostsabout$434makingourtoiletmuchmoreaffordable,whichwillmakeit

availabletopeoplewithlowerincomes.Thiswillplaceourcompanyinacompletely
differentmarketthananyothertoiletcompanyinIndia,whichmeanswewillbe
advertisingdifferentlyandsellingourproductindifferentvenuesthanmost.Thatiswhy
theprimaryplaceourcompanywillbespreadingthewordaboutthisnewproductidea
isinoutdoormarkets.Lowermiddleclasspeoplecometotheseoutdoormarketsoften
bothtobuysuppliesandgroceries,andtoselltheirownproducts.Thiswillbeanideal
placetogetthewordoutaboutBluePelican.

Onceseveralofourtoiletshavebeensoldandthewordbeginstobespreadwe
willworkonexpandingthebusinesstomoreruralareasandbegintoofferwaysfor
evenlowerincomepeopletoaffordtheproduct.Asourcompanyexpandstomorecities
andruraltownsouradvertisingsystemswillincreaseinsizeandchangeinsomeways.
Firstouradvertisingmethodswillgrowtoincluderadiobroadcaststhatprovide
informationonourproductandwhyitisimportanttoinvestinpropersanitation.Once
ourbudgetincreaseswewillcreateTVadvertisementsandpossiblebusads.
AdvertisinginthesewayswillallowustospreadthewordaboutBluePelicanquicklyto
thepeopleinourtargetmarketgroup.

ProductDescription:

Theproductconsistsofonetoilet,threebucketssizesvaryingfrom5gallons,8
gallons,and10gallons.Fivetubesconnectingthebucketsthatareblackandbendable.
Twosmall4ozcontainersholdingbleachinoneandfishpoopintheother.Onewater
filtrationsystemandavacuumconnectingtothetoiletbowlpouringcleanreusedwater
intothebowlforeffectivewasteremoval.

Thedefecationgoesintothetoiletwithbristlesliningtheinsideofthetoiletto
breakupwaste.Next,thewastegoesintothefirst10gallonbucketthatisaquarterfull
ofsoilwithhungryworms.Asthewastegoesintothefirstbucket,thewormseatmost
ofthedefecationandtheurineisabsorbedintothesoilandastheamountsrisethey
pourintothe8gallonbucketholdingtwocompartments.Thefirstcompartmenthasfish
pooptoenrichedthebacteriaandmakeitvulnerable.Thewastegoesintothenext
compartmentfilledwithbleachandwhitedistilledvinegartokilltheremainingbacteria.
Extrafluidsgointothe5gallonbucketbeingheatedbyamagnifyingglassabovethe
groundshiningUVraysontothewatermakingitdeadlytobacteria.Nextthefluidsgo
intothewaterfiltersothewaterisclean.Itthengetsdraggedupatubebyavacuumon
thetopofthetube.Thecleanwaterthenpoursintothetoiletreadyforthenextuse.
Thistoiletcanbeusedroughlytentimesbeforewaterinthe5gallonbucketmust
bechanged.Thewormsneedtobeaddedtothesoilapproximatelyevery15days.

Batteriesrunningthevacuumandfilterneedtobechangedafterafewweeksmaybe
longer.Thefishpoopandbleachneedtoberefilledevery3days,roughly80timesof
use.BroughttoyoubyBluePelicanSanitationOrganization.

ManagementPlan:

WewillstartbyhiringonlyonelowerclassIndian,preferablyawomen,informing
themaboutourproductandworkingwiththemtoproduceourfirstlineoftoilets.The
reasonwewishtoemploywomenisbecauseinIndia,womenareeasilyrapeddueto
thelackoftoiletsbeingaround.Theymustgointofieldsatnighttorelievethemselves
anditisverydangerous.Wewishtohireawomenandshowherthatitisbettertohave
atoiletfromuswheretheyliveandtheycantelltheirfriendshowarewomen.Wewill
thensplitresourcesandtwomembersofourteamwillbeginadvertisement/sellingthe
productatourstand,whiletheothertwowillcontinuetobuildinourwarehouse.The
warehouseisa7,000Sq.areathatcostinbetween8,000and50,000dollarsandhasa
washroom.Wewillmakeanyofficialorbigbusinessdecisionsasthemanagersand
creators.Ourteamwillkeepeverythingorganizedsuchasfinancesandemployees.We
stayinchargeatthecreatorsandanychangeswillbebroughttousbeforebeingmade
togetourapproval.Eventuallythewomanwehiredfirst(orwhomeverhasbeenthere
thelongestwiththemostexperience)willtakeoveramanagerpositionwhenweleave
Indiabutwewillstillbeinfullcontrolofanybusinessdecisionsorchanges.

Weplantoproduceandsell20toiletsinthefirstmonthanddoublethatinthe
next.Alongwithhiringonenewemployeemonthly.Overthenextyearwewillexpandto
sellingourtoiletsinstoreswhilestillcontinuingtosellthematthesmallstandand
markets.Wheneachnewemployeefirststartsworkingwithus,theywillbepaid204.9
Rupee(3.25USDollars)anhourforworkinginthewarehouse.Inthewarehousethe
workerswillbeputtingto

getherthe
septickitsandpackagingthemup.TheywillworkMondaythroughThursday.Theycan
takeofffor710sickdaysayearalongwith2andahalfweeksofvacationdays.

Oncetheyhaveworkedconsistentlywithuswithlittletonoproblemsfor6
months,thentheywillbepromotedtoworkingatthestandwithapayof269Rupee
(4.25USDollars)andhours.TheywillworkMondaythroughSaturdaywith1012sick
daysoffand3weeksvacationtime.Atthestandtheworkerswillbesealingourproduct
andpromotingittopeopleattheoutdoormarkets.Thenoncetheyhaveworkedforus
forayearandahalfwithnoproblems,theywillbepromotedtoassistantmanager.
Theywillbepaid331.02Rupee(5.25USDollars)andhourandhave4weeksvacation
timeand1520sickdays.Theassistantmanagerwillbedoingourjobwhenwearent
there,makingsurethatnothinggoeswrong.Oncetheyhaveworkedwithusfor3years
theywillbepaid520.17Rupee(8.25USDollars)andwillget20sickdaysoffand6
weeksofvacation.Theywillbehelpingus,themanagersandcreatorsoftheproduct
andtheywillhelpusmakebigdecisionssuchashowtospreadourproducttoother
partsofIndiaorevenothercountriesaroundtheworld.Theywillalsohelpusfigureout
howwecouldmakeourproductmoreaffordableforlowerclasspeopleandeven
peoplelivinginpoverty.Notethatnoneofthevacationtimewillbepaidvacation.Each
employeewillbegivenacomplimentaryBluePelicanSepticTankforthemselvesasa
ThankYouforworkingforus.Wewillhavethemoneytopayouremployeesoncewe
startsellingourproduct.

Financials:

BluePelicanWasteManagementandSepticwillneedatotalof$60,000tostart
ourbusiness.Thisnumberisanestimateofhowmuchwewillneedtorentour
warehouse,buildourfirsttoilets,rentaspaceinanoutdoormarketandpayouronly
employeeforthefirstyear.Thestartupmoneywillfinanceourbasiccosts,mostlyrent,
forthefirstyearwhilewegetthecompanyupandrunningandfromtherewewillbe
makingenoughofaprofittosupportourselves.

InthefirstmonthourcompanywillbeinIndiaweplantosetupthewarehouse
andmanufacture10ofourseptickits.Eachseptickitincludesthefollowingthingslisted
inthegraphs.ThegraphsalsoincludecostsinRupeeandUSdollarsofeachitemwe
willneed.