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STICK & POKE TATTOO ART

EXECUTIVE SUMMARY

Tattoos depict unique cultural heritage and expose its great beauty. Now a days professional
tattoo machine replacing old one due to globalization. The purpose of tribal tattoos has now
changed, and it is now considered as fashion, it is used to beauty. Some of the socio-
culturally significant beautiful and well designed tattoos of different tribal groups are no
more used by the concerned community men. Due to socioeconomic transformation and
changed in their religious life, these unique designs have disappeared from the concerned
tribal groups.

A stick and poke (also known as diy, homemade or jailhouse tattoo) is an at home way to
create tattoos. Its a modern version of what people have been doing for years. Everyone can
get a needle and some ink, but not everyone can tattoo.

Tattooing, as we all know, is serious business. Regardless whether you're tattooing a traditional
style eagle or a phallic biomechanical style tattoo, it all goes down to the tattooing process to
see how it ends up. Women of the Kutia Kondh tribe of Orissa, called the the people of the
spirit world, ink themselves with beautiful geometric facial tattoos; it is said these
identifying marks ensure they recognize each other once they enter the spirit world. The

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professional tattooist or tattooing women are found in the tribal societies of Odisha mostly in
southern and middle Odisha. They practice the tattooing for their own clan, matters in family.
There are two occasions during the birth, marriage and death rites, the tattooing taken up. The
Savara tribe of Odisha used to practice tattooing called Chitakuteiba. The Gond and
Kandha tribe call it Bana Godana. Women of Kandha communities of Odisha are well
known for their decorative tattoos on the face, which as per their belief identifies them after
death with their own relatives.

MISSION

Our tattoo will create safe, impressive tattoo art for customers in the state of Odisha and in the future
in India through tattoos with our artists. The business seek to create and promote the tribal tattoo
culture or our state and giving the artists a new level. I would promote the tribal art of Odisha like
the very famous Kalinga Tattoo through our work. A tattoo parlour that promotes the
traditional tattoo culture of Odisha using Stick and Poke method tattoo culture.

VISION

My tattoo will meet the following objectives over its first three year:

Create successful tattoo over the next three years


Earn a good net profit
To reach annual revenue of Rs.10 Lakhs

INDUSTRY PROFILE AND OVERVIEW

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With the booming popularity of tattoos, it also means that new industries, too, are growing,
from entertainment to tattoo removal offices to trade and industry supply houses who provide
everything studios needs for clean and sterile functioning and to convey the look they are
after. If you are connected to tattooing professionally you are part of the largest growth this
craft has ever seen. And if you are a collector of tattoos, you are not alone but will this
tattoo fad fade away once its no longer a hit on television? Regardless, nearly 40% of 18-39
year olds have a tattoo, which means we are in the midst of one hell of revolution- one base
on freedom and artistic expression!
In India though exact numbers are hard to come by, tattoo art is a flourishing business in
cities like New Delhi, which is estimated to have between 60 and 100 tattoo studios and more
than 300 home-based artists. More young people are visiting such parlours as tattoos once
perceived as the domain of bikers, rock bands and drug addicts are being increasingly
accepted in mainstream.
Now the interest in getting inked has shifted to urban India, driven by pop culture and the
coolness factor. Tattoo parlours are mushrooming in big cities.

SIGNIFICANT TRENDS
The Tattoo Artists industry has exhibited growth over the last five years, partially due to the
popular culture, which include tattoo-related reality television programs, which have made
tattoos less culturally taboo. Going forward, the tattoo artists industry will continue to grow,
as the Indian population will likely become increasingly tattooed.

This countrys connection with tattooing has little to do with popular culture. For aeons, we
have had the tradition of permanent tattoos called godna, specifically in the Awadh region,
which usually means tattooing names or religious symbols on oneself. Prior to the 1980s,
there is evidence of tattoo art called pachakutharathu in south India, especially Tamil Nadu,
where it was used as cultural symbols. Interestingly, tattoos as a mark of rebellion has a
deeper historical connection as well.
Stick and poke is in our tattoo culture since ages. And the whole world in now rediscovering
it again. And it is in trend right now. Though there are hardly any famous artists in India who
uses this style of tattoo art for their work.

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GROWTH RATE
Tattoos are no longer only sought out by fringes in the market. A survey by the Pew Research
found that 36% of Americans ages 18-25, and 40% of those ages 26-40, have at least one
tattoo.

The Tattoo Artists industry has exhibited growth over the past five years, partially due to
popular culture, including tattoo-related reality television programs that have made tattoos
less culturally taboo. Additionally, individuals have continued to demand customized tattoos
with intricate designs, rather than predesigned tattoos, stimulating industry revenue.

OUTLOOK FOR THE FUTURE


The future of the tattoo industry is going to get stronger as over the next five years, the
industry will continue to grow, as the population will likely become increasingly tattooed.
However, new public health initiatives and regulations may add to operational costs for the
industry and pose as barriers to new industry.

KEY SUCCESS FACTOR IN THIS INDUSTRY

To know the success factor of this style of tattooing, Ive made few more questions that a
tattoo enthusiast might ask about this art style.

1. What's so special about this way of tattooing?


Hand poke tattoos are very distinctive in their look, different styles can be achieved
with the technique but there is no mistaking a hand poked tattoo against a machine
tattoo. This looks much more organic.

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2. Why do you think the technique has become more popular again?

Its back-to-basics tattooing, whether you liken it to ancient tribal techniques or prison
tats, it's simple in its method and I think that's incredibly appealing right now.

3. Does it generally hurt more or less than the traditional method?

In general it doesn't hurt as much as a machine tattoo as it's far less invasive, which
means the skin heals much quicker too. However the pain often depends on the
particular area being tattooed - some areas will hurt more than others. It does take
longer than a machine tattoo; if your design is large it'll most likely be split into
sessions to make it more pleasurable for you and your artist!

4. Is it hygienic and safe?

If carried out by a professional it's as safe as any tattoo. All equipment is either
disposable or sterilised and a professional artist will have been trained in health and
safety.

BUSINESS STRATEGY
There are near 5-6 tattoo parlour in Bhubaneswar and there must be around 50 tattoo studios
in the whole state of Odisha. But nobody uses stick and poke tattoo culture as it is a very old
tradition which has been taken over by modern day machine tattooing. My studio in
Bhubaneswar will offer for the very first time the original cultural experience of tattooing in
Odisha or in India.

SWOT ANALYSIS
Strength:

No one in India uses stick and poke tattoo studio


The industrys customer base has expanded significantly, as has the revenue generated
per customer
Profit margins in this industry are high and have grown over the past five years
Customers may opt for complex, customized tattoos given greater purchasing power

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Weakness

As less people are aware about it, people dont trust the quality and hygiene
Very few styles can be tattooed
Not as fine work as machine tattoos
Takes longer time

Opportunity

Bring back the old tradition


Tattoo culture of Odisha in limelight
Motivate more tattoo enthusiast into this art form

Threat

Local competitors who already have a big name in the industry


International artists who have already adopted this art form

COMPETITOR ANALYSIS
Tattoo artists in India widely use machines to create tattoos. Hand poked culture as vanished.
Though in different parts of the world, people are again adopting this culture as it is exotic,
rare and distinguishable. People would pay thousands of dollars to get a rare piece of work on
their body. Many European artists like Grace Neutral have rose to fame due to this art form.
The American tattoo industry has also adopted this technique of tattooing.

MARKETING STRATEGY
The Tattoo Artists industry has exhibited growth over the last five years, partially due to the
popular culture, which include tattoo-related reality television programs, which have made
tattoos less culturally taboo. Going forward, the tattoo artists industry will continue to grow,
as the Indian population will likely become increasingly tattooed.

TARGET MARKET

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This art form of freestyle tattooing with needle and ink, is having a major moment in the
recent time ironic given that it's an ancient art form. Many tattoo enthusiasts are rooting
back to the traditional way. While the technique has courted controversy for being hard to
regulate, it can look distinctively stunning when executed by a pro.

More youngsters in Odisha and other parts of our country are getting their skin inked. Even
the older generation are following the trend. Many artists have opened their tattoo parlours in
the capital also. Cultural and religious taboos surrounding tattoos and keep people from
having tattoos on their bodies have increasingly faded, leading to strong growth in demand
for tattoo artists.

Below is a list of the people that we will specifically market our services to;

Celebrities / Stars / Public Figures


Power Bikers
Students
Tourists

WEBSITE
My website would be solely promotional and commercial. It would contain all the artwork
done in my studio by the artists, their portfolio and previous works, tattoo details for the first
timers, booking appointments for longer sessions, and our contact.

PRICING
My pricing depends on mainly these things:

My price per square inch would be Rs.800 with only black ink.
Ill medical kit for which Ill charge Rs.400
So the total payment per square inch in Rs.1,200

1st : Size of the Tattoo :


Size is the very first and most important factor in order to freeze the price of a permanent
Tattoo. Small size tattoo will cost less and price increase as size. Most studios in India charge

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extra money for first square inch, which is necessary for an artist to cover the material cost,
as as size increase, per square inch charges go down.

2nd : Design of the Tattoo :

Design of a tattoo can also change the price majorly. So same size tattoo with difference in
designs can cost different, sometimes as majorly as difference would almost double.

3rd : Placement of Tattoo :

Placement of tattoo on your body play significant role finalizing the cost of a Permanent
Tattoo. Some body parts are easy to tattoo on and some body parts are the most difficult or
most time consuming to work. So the price may hike according to the placement.

4th : Color v/s Black Tattoos :

Black Tattoos are less expensive so Ill charge the average price of Rs.1,200. More number of
colours means more colour consumption/ colour costing for an artist, which would ultimately
mean more charge of the tattoo. For coloured tattoo Ill charge Rs.500 additional on every
coloured area per square inch

5th : Expertise of a Tattooist :


An expert artist, who has the capability, can really make a big difference in the quality of the
Tattoo compare to a fresher. So the reason my pricing is higher than the average tattoo prices
in India are because I respect the work of the artist.

6th : Tattoo Aftercare :


Good Tattoo aftercare products are available now, but customers still try to save some money
when comes to tattoo after care. Thats why Im making 'Tattoo After Care' products as part
of the tattoo cost.

ORGANISATIONAL STRUCTURE

The Management Team

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To ensure that I hire people that are qualified, hardworking, creative, customer centric and
are ready to work to help us build a prosperous business. I have decided to hire qualified and
competent hands to occupy the following positions;
Accountant- Responsible for preparing financial reports, budgets, and financial statements
for the organization; Handles all financial transactions

Tattoo Artists (Tattooist)- Licensed artists rich in the tribal art form; skilled in handpoked
tattoo art; draws original designs on paper; Responsible for maintaining a safe and clean
work environment

Resources

To start up a studio, recourses are required so I have been able to secure the following tattoo
related tools, equipment and supplies;

Tattoo Parts

Needle
Bamboo stick
Thread

Medical Supplies and Sterilization Equipment

Surface disinfectant sterilization


Tattoo antiseptic aftercare
Tattoo antiseptic ointment and cleanser
Waste disposal container
Disinfecting cleaning wipes
Tattoo arm sleeve cover barrier or latex gloves
Germicidal solution: Maintains the sterilization of tattoo equipment
Needle trays
Glass jar: Carries sterile ink caps

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Vaseline
Disposable razors
Bandages, handi wrap and hospital tape: Used to cover the tattoo

Tattoo shop furniture and supplies

Rolling artists chair


Tattoo work table: Glass top or linoleum table that should hold all your equipment and
supplies
Customer chair
Adjustable light source: Should be free standing

Needle supplies

Needle bars
Needles: Round liners and magnum/flat shaders
Needle jig and needle bar jig

Art and stencil supplies

Colored inks: Black ink included


Ink caps
30 Ink bottles

ADVERTISING
Tattoo is an art that cannot be promoted in daily commercials. So Ill promote it using the
power of social media. Using the website and creating Facebook and Instagram account and
keep updating it. Uploading videos of the on-session tattoo work on social media can help.
Posters and advertisement in newspaper or near cafes will also help.

FINANCIAL ANALYSIS

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As for the detailed cost analysis for starting a tattoo artist studio; it might differ in other
countries due to the value of their money.
Business incorporating fees in of our Country
The budget for Liability insurance, permits and license
Acquiring a facility for our tattoo studio for at least 6 months (Re Construction of the
facility inclusive)
The amount required to purchase the needed tool box and repair equipment
Equipping the office (computers, printers, projectors, markers, servers / internet facility,
furniture, telephones, filing cabinets, and electronics)
Amount required to purchase the needed software applications to run our business
Launching an official Website will cost
Amount need to pay bills and staff members for at least 2 to 3 months
Additional Expenditure such as Business cards, Signage, Adverts and Promotions will cost

Going by the report from the market research and feasibility studies, I will need about
Rs.2,00,000 to Rs.5,00,000 to successfully set up a medium scale but standard tattoo artist
studio in India.

FINANCIAL FORECAST:

1. Balance Sheet
Assets

Current assets:

Cash & Equivalent Rs. 50,000

Inventory Rs. 20,000

Total Rs.70,000

Fixed Assets:
Equipment- Rs.5,000

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Signs Rs. 10,000

Computers & other non-current assets Rs.40,000

Total Rs.84,000

Liabilities

Current Liabilities

Loan Rs.50,000

Total Rs.50,000

2. Income Statement
Sales Rs.9,00,000

CGS -

Gross Profit Rs.9,00,000

Operating Expense-

Advertising Rs.10,000

Depreciation Rs.2,000

Maintenance Rs.5,000

Loan Rs.50,000

Utilities Rs.10,000

Taxes Rs.90,000

Legal and accounting Rs.2,000

Salaries Rs.5,40,000

Goodwill Rs.30,000

Total Rs 7,39,000

Net Profit Rs.1,61,000

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