EXECUTION PLAN

An Image consulting firm like ours will bridge the need gap for the existing TG by providing services that augment to ones Fashion, Communication& Behaviour and Lifestyle to help them develop their overall personality and be successful in their professional and personal life. A person with an appealing personality will stand out and will help leave a lasting impact on peoples minds. The business model comprises both B2B and B2C forms. In B2B services, we will directly approach graduation and post-graduation Institutes and Corporates operating in Tier2 and Tier 3 cities. The services

The 7 Ps of services marketing: Product Price Place Promotion Process People Physical Evidence

PRODUCT
Catalyst aims to provide holistic image and personality development services that can be broadly classified into 3 categories: Grooming- This deals with mostly the external looks and presentation aspects. This element will include: Wardrobe evaluation and closet audit & organization Identifying fit factors specific to the body shape Personal shopping Accessorizing Hair, cosmetics, skin care and fragrance coordination Personal colour selection and coordination Dress code guidelines development

Communication & Behavior- This deals with both verbal and non- verbal communication techniques and social etiquettes. This section will include aspects such as: Verbal communication skills

Nonverbal and body language skills Professional/Social etiquette Maintaining image on online portals Self-esteem improvement exercises Leadership skills

Lifestyle- This deals with other aspects of image development such as: Nutrition and fitness Time management Personal goals and aspirations (not career counselling) Balance between work and social life Improving quality of life

This explains broadly explain the structure and variety of services that we intend to provide. However it is important to note that since our services will be completely customized, each person will receive a combination of a few or all of the above services based on his/her needs and requirements. The service delivery will be in 2 ways: B2B services: This is where Catalyst will tie up with organizations such as Corporates and Colleges and groom their employees/students. B2C services: Here, individual clients can directly approach us for one-on-one services.

PRICING
As mentioned above, the services will be tailor-made to suit individual requirements. Since the services are not standard, the prices charged will also not be standard. We will follow a variable pricing structure depending upon the number of hours we need to spend on a client. An initial assessment will help evaluate the no of hours and type of services required for development of the participant and charges will depend upon that. Typical charges will be Rs. 1000/hour. For B2B Colleges: Rs. 8,000 per person for 12 hours Corporates : Rs. 15,000 per person for 12 hours For B2C Rs. 15,000 per person for 15 hours

Kindly note: These are just rough estimates. A detailed market study for the TG in Indore needs to be conducted for a more appropriate pricing model.

PLACE
As mentioned earlier, we plan to start with our services in Indore. Initially we would be focusing on B2B customers. The services for the clients will be provided at their facilities itself. Soon however, depending on the market response, we will start off with B2C services. These services will be provided to individuals at our own facility or Center of Development. Our main office will also be set up at this center. We plan to start off with the B2C services within 1-2 years of commencement of our B2B services. We expect the design and construction to be completed within a year.

PROMOTION
This is probably one of the most crucial aspects of our business. Being the first players to start provide such offerings to people in Indore, we need to create awareness and make our potential TG understand the need for such services. At the same time, we need them to believe in us in terms of the credibility and quality of our offerings. Thus we will invest time, money and efforts in promoting Catalyst. The promotional activities will include: Personal Selling by approaching colleges and corporates We will start off by offering free workshops or sessions at known corporates and colleges in Indore. These will be typically 3-4 hour sessions, educating clients about our services and demonstrating certain aspects. We may even consider providing completely free services to first few clients in return for referrals in case they appreciate our services. We expect referrals to play an important part in this process of gaining popularity and credibility. Internet: We would be using Web 1.0 and certain Web 2.0 platforms to promote our services. We would create our own website, use social media marketing techniques, and advertise on social media (LinkedIn, Facebook etc) and other platforms, direct emails and like- depending on our budget. Print ads in newspapers and magazines appropriate to our TG. Business magazines and fashion magazines would be our initial target. Direct Marketing through brochures and mails- We hope to get database of our potential TG through agents. These would be sent to individuals and even promote ourselves in places of social gatherings such clubs, coffee shops etc. Word of Mouth and Incentivized Referrals mechanism: We plan to build a community of Catalyst clients through a free lifetime membership program. The aim is to make our existing clients promote our services within their known network. We may even consider incentivizing our existing clients for every new client the help enroll. We will design a process wherein our old clients can tell our new or potential clients about their before-after story.

PROCESS
The services provided to each client will be customized to suit each individuals need- completely customized for B2C clients and partially for B2B clients. So the delivery process will vary slightly for them. However, a general flow of process will be as follows: i. Consultant will spend one day understanding every aspect of the clients life through observation and interaction and recording the information. Consultant also understands the requirements of the participant and discusses his findings with the client. Based on the findings, consultant will make recommendations to the client stating the no. of hours and the kinds of services the client will need. The fees structure will be disclosed too and registration & payment will be done. A detailed step by step plan will be provided to the client Client will undergo training as per the plan and at each step necessary recommendations will be made. There will be practice through hands on experience at the state of art facility, as and where applicable. The 3 aspects of the services namely grooming, communication and behavior and lifestyle development will be conducted by our 3 experts. Therefore, each client will interact and work with all the 3 experts and thus avail the best of services. At the end of the program, a detailed report will be provided to the client for his future needs. Client feedback will be taken. Client will be enrolled into free Life Time membership program if he wished to. Referrals if any will be taken at this stage. Client will be contacted by our consultants after a few weeks to ensure that recommendations are being followed and to check the effectiveness of the program. Meeting with members- formal/informal, old clients would be called to address newer ones and share their before-after story.

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PROCESS
At the initial stage, our team will start with the following: A Design expert A Counselor A Communication Expert A Lifestyle Expert Administrative Head PR representative and Sales Head 8-10 support staff More design experts, counselors, Lifestyle experts etc .will be recruited as we set up our facility and expand.

The important thing to note here is that each of the 3 aspects of image development will be handled by an expert who has a valuable and appropriate degree and substantial work experience in that domain. This way we ensure that the best of services are provided to our clients.

PHYSICAL EVIDENCE
Once we set up our Centre of Development, it will have separate administrative and training area. Some key features of our facility will be: 2000ft area Distinguished official and training space Personal cubicles One interaction hall with required equipment One wardrobe and dressing room One communication room equipped with audio visual tools Dining area for training Clean, neat, sophisticated environment: processional yet not intimidating.