PORAO

Educating Bangladesh
EXECUTIVE SUMMARY:
Demand for private tutors in Dhaka is on the rise, as there is a 20% growth rate of
students from classes 1 to 8 as a result growth in the tuition industry going on an
upward trend every year. The same can be said about technology industry in
Bangladesh. We are at a point in time, where technology can make an immense
difference if incorporated into any business. What we are trying to achieve is an
efficient and effective way of providing tutors to the students. We are going to
achieve this by using an Android application of our own, called "Porao". Providing
private tutors in Dhaka is a service oriented business which can be easily be
achieved by using an app through internet. Bringing a technology in the society
will help people a lot as most of the people in Bangladesh are unskilled in terms of
technology. This app can bring a little change in people's life especially the
mother's, who have a lot of concerns about their child. This app can make life
easier for parents who don't have enough time to look after their children's
education due to professional or personal life. Nowadays getting private tutors is
very time consuming and difficult to get according to wants and needs but this app
can bring a change in here. As people can get this service through an app, they can
easily download it from Google play store or App store. In this app, private tutors
will register providing all their information and parents (or students) will find
tutors full name, range of subjects he/she willing to provide, range of salary,
educational background of tutors will also be provided and his/her location where
they are available for the service. (For example: if you are living in Gulshan,, 1
you will find tutors only who are active in your area and teach your preferred
subjects having your specified educational background. We will provide a service
of verification for the teachers so that the parents are assured that the information
provided by the teacher is accurate and factual. The parents (or students) will have
to provide a small fee in order to access the contact information of the teacher. As
our business is based initially in Dhaka, in early stages our services will be
available in all major areas of Dhaka –Shamoli, Uttara, Gulshan, Banani and
Dhanmondi are our prime targets but we will also provide in Mirpur, Basundhara,
Baridhara, Santinagar, Khilgon, Old Dhaka, Elephant road etc. The business model
is based on the fact that teachers will pay to get their profile verified while parents
will pay to contact these teachers.

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Goals:
1) Encouraging young youths be financially independent which will help generate
more income in the country.
2) Making general people aware of our product by heavy marketing through social
media, print media.
3) Making life easier for parents and providing them with security of verified
teachers.
4) Try to maximize profits by keeping costs as low as possible.
5) Create a brand image in the society as soon as possible.

Objectives:
1) Increase Total revenue by 20% than the previous year and try to obtain
economics of scale.
2) Ensuring that partners get return on capital as soon as possible and making sure
business gets a positive cash flow.
3) To make lives of people easier by letting them have the latest information on
private tutors and students.
4) Doing Corporate Social Responsibility (CSR) in the long run. For example-
providing transport service for female tutors in the long run especially in Uttara,
Baridhara, Basundhara.

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TABLE OF CONTENT

Company Overview…………………………………………………………………………….....7

Management Team………………………………………………………………………………..9

Service Description………………………………………………………………………………11

Industry Analysis………………………………………………………………………………...13

Market Analysis………………………………………………………………………………….17

Marketing Plan…………………………………………………………………………………...20

Operational Plan…………………………………………………………………………………21

Financial Plan……………………………………………………………………………………23

Conclusion……………………………………………………………………………………….26

References……………………………………………………………………………………....27

Appendix………………………………………………………………………………………...28

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COMPANY OVERVIEW

Company background:

We are a startup organization ready to enter the market with the intention to create
a sustainable business. We will be media that can help parents by providing private
tutors for their children. Especially parents who are concerned about verified
information of teachers and their security. We are making their life easier and
flexible by just a press of a button.

Business Type:
We will work in the freelance market providing private tutors in Dhaka and as we
are providing our services to the customers in need so therefore it can be
categorized as a business to consumers (B2C). We will generate revenue by
charging to verity tutor information and providing parents their contact number.

Business Unlikeness:
We are the first company to introduce this type of service in Dhaka city as a result
it won't take enough time to see this organization as a brand. We are solving one of
the most unique problem in our society.

Identification of Operating Industry:

Two major groups:
University students for tutors.
Parents (or Students): Class I to Class VII, JSC, SSC (O-levels), HSC (A-levels)

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Legal form of our business:
The legal form of our business is Limited Liability Partnership (LLP). We will be
having 5 partners in our business. If the business incurs loss, we the limited
partners will only lose the amount we invested in the business. All 5 partners of the
business invested equals amount as a result we will share profits equally, keep our
liabilities limited, locate our weaknesses and be actively involved in decision
making. Each partners will bring in an unique set of skills to the business and with
a combined effort we can make our business reach the acme of success.

Mission:
Make life easier to provided verified teachers to parents and generate income for
the students.

Vision:
We are looking our company the main source of income for teenagers and youths
as it will help them to cover their personal expenses.

‘SWOT’ Analysis:

Strengths:

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We are the pioneer in Bangladesh to launch an application that is fully dedicated to
the student population and to generate an income for them. We are also the only
platform which will provide verification of teachers to provide gurantee and
security for parents. Furthermore, the application’s feedback option will give our
consumers a feeling that they are affiliated with our brand. These will enhance our
services, rate of company brainstorming and issue management.

Weaknesses:
At the moment, our company is still infant which means that it does not have a
high brand value. On top of that, it will take some time for us to reach the entire
target market.

Opportunities:
We can reach customers on a global scale if we market our application and service
effectively to generate more revenue through affiliate marketing. At present, the
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model is expected to gain a strong market foothold in the years to come in
Bangladesh.

Threats:
We can face competition from the middlemen that deal with real estates and there
is potential for other companies to create similar features such as Bikroy.

Business Philosophy and Competitive Advantage:

Our core philosophy is to keep our customers satisfied by providing services that
can add enough value to their lives. Porao is the only company that is dedicating
their online service to students-parents population in Dhaka, Bangladesh. This will
provide us with a competitive advantage in the industry.

About Our Company:

We are a startup organization ready to enter the market with the intention to create
a sustainable business. We will be the mediator that can help people rent their
apartments/offices efficiently to general public, companies or organizations.

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DESCRIPTION:
Partners Education / Professional background :
Shirshendu Dey - He has completed his BBA and MBA from the University of
Waterloo. He was from Human Resources Management department and had a 5
years of experience as a HR head at DBL group.
Tarannum Nahar - She has graduated from Sydney University with a major in
Business Management with a 4 years of working experience as a GM (General
Manager) at Square group.
Anika Tazree - Graduated from Harvard University with a major in CSE Computer
Science Engineer) with 3 years of Working experience as a Software Developer at
Apple.
Samiur Rehman- Graduated from Melbourne University with a major in Marketing
with a 4 years of working experience as an Assistant Manager at Beximco.
Anjan Basak- Has completed his Bba and Mba from Toronto University with a
major in Finance with 4 years of working experience as a Financial manager at
HSBC bank. Partners Job description:
• Tarannum Nahar with her skills in management, she will be taking all the major
decisions for the company and is also the CEO of the company.
• Shirshendu dey with his skills in human resources management he will make
sure all the staffs in the office are fulfilling their duties, especially the call center
executives as they will be contacting both the parties for arranging a meeting for
them.On the other hand he is also the assistant manager of the organization.
• Anika Tazree with her skills in software development, she will also lead the
research and development part and she is also managing the operations department.
She also have an ability to take major economic decisions.
• Samiur Rahman with his skills in marketing he will be leading the marketing
department and ensure that we maintain a good will in the market as our app
mainly depends on promotions.

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• Anjan basak with his skills in the finance will be managing the financial sector
and allocation of capital. He makes sure the firm doesn't face cash flows problem.
• Call center executives will be attending the calls of customers and assign tutors
about their work.
• Accountants will be managing the cash inflow and outflow.

• Clerk will be transferring files from one place to another.

•Receptionist will be managing all the tutors records and other stuffs.

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SERVICE DESCRIPTION
Our principle is to influence the lives of individuals to make it simpler by letting
teachers and students connect via one platform. This application will bring a
change for the users to discover nearby tutors or students. Tutors have to create an
account by providing relevant information and their teaching preference. Parents or
students can then come to the platform and do a simple search by their preferred
subject, area and teacher background. The application will make money in two
ways. From tutors to verify their account and from parents in order to access the
contact information of the tutors.

The platform will allow the tutors to have either of the two types of account (free
account or verified account). The free account will be open for all tutors where
they will register by providing information such as schooling, college, and
university education history. They will also have the option to select the preferred
subjects they want to teach as well as the area they want to teach in. Tutors then
have the option to verify this information with us. To get verified the teacher will
have to provide the following:

1. SSC + HSC Certificat / O-level + A-level Certificate

2. Voter ID
3. University student ID card

After verification, the tutor profile will get a verified batch. This will allow the
students to know that the information provided by the tutor is authentic. In order to
get verified the tutor has to pay a fee of BDT 300 which will allow them to have
the verified batch for 1 year. Verified accounts will also appear at the top of search
results.

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Additionally, the students will get to open a profile and do a search based on their
preferred subject, the area their house is located at. Based on their search they will
with a list of available teachers with all the relevant information except the contact
details. In order to get access to the contact details students will have to pay a sum
of BDT 100. Students will also have the ability to rate, review and commend
teachers they have hired.

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PAYMENT METHOD:

We accept all kind of online payment method of our country.

 Rocket
 bKash

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INDUSTRY ANALYSIS
Economic Environment:

The economic environment consists of external factors in a business market and

the broader economy that can influence our business.

Macroeconomic

influences are broad economic factors that either directly or indirectly affect the
entire economy and all of its participants, including our business. These factors
include such things as:
The taxation rate for business in Bangladesh is currently 10% for companies
making a yearly net income of Tk 250,000 or above [ CITATION Rat16 \l 1033 ] . High
taxes will hinder business growth and also directly have an impact on the
company’s net profit.
If consumer discretionary income is high, they will be able to afford private tutors
which will benefit our company.
A good brand image will ensure that consumer confidence levels pertaining to the
service will be high. Thus, guaranteeing our survival in the market.
Our app “Porao” is going to create employment opportunities in the country. Our
tutors are basically from an age of 18-28. As a result they are included in an
untapped labor market and our app is an opportunity as a source of income for
them as well. This will boost our economy in the long run.
The current unemployment rate in Bangladesh is around 4.0% [ CITATION Ban18 \l
1033 ]. The economy is still very close to full capacity, and the purchasing power of
the consumers is still high. So, there will not be any major impact on our business
by unemployment rates.

Microeconomic

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factors influence how our business will make decisions. Microeconomic factors
influencing a business include:
The domestic market size for our app in Bangladesh is huge as it solves ait targets
the student population in two ways.
There is substantial demand for private tutors which make our service easy in
Bangladesh.
Most of the supply is met by contacting through our apps which connect the tutors
and the parents.
There are some indirect competitors in Bangladesh – Dhaka tuition & some
agencies, since the market has not yet been properly introduced to this industry.

Demographic Environment:

Bangladesh is one of the most thickly populated countries in the world having a
population of about160 million and growing. The density of population is 1,237.51
per sq. km [ CITATION Dem18 \l 1033 ], which is one of the highest in the world. Thus
having a vast demand in general, plus tuition itself is considered to be day-to-day
service, as the demand for this service are likely to increase as the income of the
people is increasing thus number of English medium students are also increasing.

Technological Environment:

The technological environment of Bangladesh is advancing every day as the

government itself is playing a vital role in digitizing Bangladesh. Our service is of
the present and more of the future. As people are more comfortable getting their
job done using mobile phone applications these days, we can conclude that the
demand for our service is expected to rise even more in the future.

Geographic Environment:

Although Bangladesh is a very small country, it has enough potential to keep our
business in its geography. Many wealthy people are moving to urban areas like
Dhaka city for the fulfillment of their expectations of better lives for their future
generation, and for enjoying the modern facilities of the city life. This has resulted
a huge demand of modern apps in Dhaka city. In recent time, the private tutors
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have taken initiatives by ensuring maximum education service in a planned way. In
this system, it is possible to provide tuition service to more people properly.

Legal and Political Environment:

To start a company in this industry in Bangladesh, companies need to fulfill some

of the criteria allotted to them by the government. Some of them include:

• A Trade license: Companies obtain a trade license from the City

Corporation. Recently, the City Corporation (Dhaka) was divided into 2
zones: the North Zone and the South Zone. The proposed company will have
to file its application at the nearest City Corporation.
• A Bank account: In order to register for VAT, the company must first open a
bank account.
• A Project profile: A project profile is needed for a company to apply for
bank loans.
• A TIN Number: In order to start business operations, every company must
register for taxes at the appropriate taxation authority (Deputy Commission
of Taxes of Company Circle, Zonal Taxation Department) under the
National Board of Revenue (NBR) and obtain a tax identification number.
Obtaining TIN number can now be done online in less than one day.

Competitive Environment:

In Bangladesh, we do not have any direct competitors but we consider Dhaka

Tuition and Some agencies as our indirect competitors. They already included the
privilege of providing tutors using their Facebook groups and physical offices.
However, we have a competitive edge over them because we will break the clutter
by designing a UI that will ask questions to the end users who choose to be a
customer in our application. Based on the users’ preference, Porao will tailor
recommendations of private tutors. On the other hand, those users who choose to
be the private tutors will have the opportunity of placing their advertisement at the
top of our homepage only at the fraction of requirements. Secondly, we will tackle
our competitors using effective marketing. Thirdly, we are minimizing the
middleman by becoming the mediator that will connect the parents and the tutors

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directly. Fourthly, we are letting everyone be a part of the application and not just
agents.

MARKET ANALYSIS

Market Segmentation:

Our customer base will be segmented according to the age and type of people. We
will heavily utilize our marketing strategies to capture the bulk users such as
families & students.

Our Target Market:

• Students and their parents

Total Market Size and Our Market Size:

The domestic market size for private tutors is huge and is expected to rise in the
following years in Bangladesh. Some of the factors which will help us gain a
huge demand are:

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 1. An exponential growth of population.
2. The only application in Bangladesh to provide a tailored suggestion of
available tutors for the students.
3. Good quality customer service through instant feedback option.
4. Tutors are able to post their advertisement at the top of the page by paying a
reasonable price.
5. The application is user-friendly.

Market Share Analysis:

In Bangladesh, there are approximately 3-4 agencies providing private tutor

service. Most of their services deal with posting advertisements from users who
sign up manually. The number of private tutors that deal with students is increasing
day by day. Most of them provide their services in Dhaka city. Our main target is
to capture the online private tutor market in Dhaka. With technology flourishing
more than ever, it is evident that consumers want things to be as convenient as
possible. Working adults, students and families are the most interested in online
services. Although there are about 3-4 agencies providing private tutor service, but
no one is holding a considerable amount of share in the market. Since our service
is based in Dhaka, it will be very cost effective for us to cater to our customer and
maintain a significant share in the market. Once Porao picks up in Dhaka, we plan
on expanding our market share in Bangladesh by capturing the market of the whole
country.
Major, Current and Future Trend Identification:

According to current trends and situation, we can safely say there is high demand
for our business and it will become even more popular in the future. The standard
of living in Bangladesh is on the rise. As a result, it is encouraging people to spend
less time and more money on apps. Technology is setting a major trend in
Bangladesh, especially in Dhaka. Once upon a time, people used to order food by
calling the hotline of the restaurants. Now, advancement in technology has created
the opportunity for the people to order food by using applications such as
Foodpanda and HungryNaki in their smartphones. We are striving to provide the
same value to our consumers by helping them rent apartments at the tip of their
fingers.

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Positioning:

Products are made in factories or industries, brands are made in the mind of the
customers. We can safely say that there is a huge demand for our business because
we are unique, there is no perfect competitor of ours. We have the best service for
providing tutors and our effort is appreciated. Our premium (Topper) price is
reasonable and the outcome will be very good. We will use different kinds of
unique questions designed for the users in our application and that is why people
will like it more than other but similar applications. We have a very user-friendly
application which people can use easily and without any restrictions or problems.
The application will provide good quality information of the tutors so that we can
maintain our standard in future. We will also provide the best customer service, so
the people will appreciate it and become our loyal users for that.

Major Competitors Identification:

We do not have any direct competitors in Bangladesh right now but we have
agencies and Dhaka tuition as indirect competitors. They have the feature of
providing private tutors as well.

MARKETING PLAN

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 PRODUCT PRICE

TARGET

PLACE PROMOTION

Market Research:

Our team, Porao, has conducted a market research through an online survey where
we asked two questions - ‘Would you rather sit at home and be able to hire private
tutors or search them in person?’ and ‘Would you trust an online method for
selecting tutors or would you rather wait for tutors to visit you in person?’ Each of
the questions was given two options to choose from followed by a requirement for
a short explanation for each answer that they choose.

Place:

Since our business is going to be run with the help of our Android application -
Porao, we will make it available in the Google Play Store. The application will
help users by letting them locate a long list of teachers specified to their needs by
tapping on their smartphones. Consumers who are looking for reliable teachers will
have the privilege of locating them without having to run around Dhaka city or get
from unverified source. The same can be said for those customers who are looking
to earn by providing tuitions. At the initial stage, we will make the service
available to Uttara, Gulshan, Banani, Dhanmondi, Baridhara, Bashundhara,
Mirpur, Niketan and Khilgaon.

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Price:

Our pricing policy is extremely competitive. We have two pricing policy:

1. From Tutors -
Tutors will have to subscribe by paying BDT 300 to become verified on our
website. This will enable the other users to know that the information provided the
tutor is genuine.

2. From Students -
Parents (or Students) will have to provide BDT 100 in order to get the contact
information of tutor.

Promotion:
Our marketing strategy is heavily based on social networking sites, radio,
billboards and print media.
To improve our service consistently, we will employ few but highly experienced
programmers who will work on improving the user experience which will, in turn,
attract more customers.
We will be launching a sponsored campaign on Facebook and Instagram. The goal
the campaign will be to generate both tutors and students while creating a market
awereness.
It is also more important to maintain a regular flow of customers. Since we are still
a small business, we have the capability and enthusiasm to form friendly
relationships through constant contact with our end-users. This will be possible if
we create a feedback option in our application where we will answer the questions
of our users. All of this combined with our easy to use interface for the customers
will most likely result in high levels of exposure in the market.

OPERATIONAL PLAN

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We plan to rent an co-share office sapce in Bashundhara from where we will
operate. After that, we will buy high-end server-grade computers to create our own
servers for the business. We will will work with a software developing company
who will create the android application for us and make sure it works and stays
online 24/7 without any problems. Once the application is ready, we will start to
promote it on Social Media platforms like Facebook, Instagram, etc. Our business
will rely on heavy marketing. Once we get noticed by our potential customers, we
will reach out to more influential corporations who will be ready to do affiliate
marketing with us. The application will be ready for download in the Google Play
Store. Details of each tutor will be mentioned in the application. If the students
wants to contact a tutor, they will have to pay us.
Our main source of income will be from both tutors and students. The verified
tutors will be shown at the top in most of the pages which means that these tutors
will have more views and will proved the guarantee that information provided
them is genuine. As a result, the verified user will be benefit the most. Students
will also have to pay us a small fee in order to contact the tutor.
Our company will be providing a yearly bonus to all the workers associated with
the company. There will be festive bonuses as well. They will get 2 days leave at

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max each month (excluding government holidays) and at the end of each year,
there will be an award giving function to encourage them to work harder and
innovate more.
Now comes to the financial part. As a newcomer in this industry, we need to be
very careful with record keeping and be efficient with our expenditures. Therefore,
financial statements will be made every month to keep a record and check whether
there is any error. Also, it will help us to be on the right track.

FINANCIAL PLAN

We have decided that our initial investment required for starting our business will
be BDT 12.3 million (approximate). As our business is run by 5 partners, each of
us will contribute BDT 3,000,000/- which will get our total to BDT 15 million
Yearly money usage plan (allocation of total investment):

The projected income statement for the ending of 31th December 2019

Year 1 (BDT)
Revenue
Teacher Verification 1,500,000

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Student Access Contact
1,500,000
Information
Gross Profit 3,000,000
Less: Expenses Year 1
Business Setup and
 
Development
App Development 150,000
Website 50,000
Business Registration 25,000
Trade Liscence 5,000
OPERATING EXPENSE  
Marketing  
Offline
Leaflets (50,000 Sheets) 100,000
Billboard (250 sq. ft) 150,000
Online  
Facebook Campaign (Boost) 150,000
Instagram Campign (Boost) 50,000
Other Expenses  
Insurance 75,000
Telephone 5,000
PAYROLL  
Salaries & Wages
Business Operation Team 150,000
Customer Service Team 150,000
Marketing Team 150,000
Business Operation
Office Setup (Co. Sharing Space
150,000
at Dhanmondi/Mirpur)
Office Supplies 20,000
   
Net Income Before Taxes 1,620,000
Less: Tax (20%) (324,000)
Net Profit After Taxes 1,296,000

Revenue Breakdown

Revenue Breakdown    

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Teacher Verification    

Target Market Size (University

1,000,000  
Student Population)

Target Market Niche (University

100,000  
Students willing to teach) = 10%

First Year Market Coverage (5%) 5,000  

Revenue from Target Market (at

1,500,000  
BDT 300/verified user)

Student Access Contact Info    

Total Student Population in
3,000,000  
Bangladesh

Est. Student Taking Tutions (20%) 600,000  

First Year Market Coverage

15,000  
(2.5%)
(Est. Income Per Student at BDT
1,500,000  
100)
Total $3,000,000  

CONCLUSION

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New business startups are trying to fulfill Maslow’s hierarchy of need -
Physiological needs, safety needs, love and belonging, esteem, and self-
actualization. Video platforms such as YouTube are helping millions of people
achieve their self-actualization through motivational and self-help videos; social
media applications like Instagram and Facebook are helping people to provide
needs for esteem; the famous matchmaking application - Tinder has become a
famous source for people to find their love interests. Technology is acting as a
catalyst for people to achieve all of these needs. Porao is an application that
focuses on trying to fulfill the safety need of human beings. We are expecting
Porao to be very much popular for catering to the needs of the consumers (both
tutors and students). We have created a new product plan for tapping into a yet to
be tapped market. Bangladesh is a really good place to introduce such a business
because demand for such services has been rising rapidly in recent years. The
factors of production are cheap and readily available.
Porao’s main goal is to achieve a better and reasonable market share and
profitability in the real estate market. Most importantly, we will be looking
forward to expanding Porao beyond the borders of Bangladesh and make it one of
the most used applications that can give the highest value in the world.

APPENDIX

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 Sales

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

Gross Profit, Total Expenses and Net Profit over the first
few years
14000000

12000000

10000000

8000000

6000000

4000000

2000000

0
Year 1 Year 2 Year 3 Year 4

Gross Profit Total Expenses Net Profit

REFERENCES

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Calculator. [online] Available at: http://howmuchtomakeanapp.com/.

Ahamed, M. (2014). A Report on Real Estate Sector of Bangladesh. [online] Jbbc.co.jp.

Available at: http://jbbc.co.jp/wp-content/uploads/2014/08/A-Report-on-Real-Estate-Sector-of-
Bangladesh.pdf.

Smart Kompare. (2018). IDLC SME Loan. [online] Available at:

https://www.smartkompare.com/sme-loan/idlc-finance-idlc-sme-loan.

Taxmatebd. (2016). Rate of Income tax 2016-2017 | Taxmatebd. [online] Available at:

http://www.taxmatebd.com/resources/rate-of-incometax-2016-2017/.

Ceicdata.com. (2018). Bangladesh Unemployment Rate | Economic Indicators. [online]

Available at: https://www.ceicdata.com/en/indicator/bangladesh/unemployment-rate.

En.wikipedia.org. (2018). Demographics of Bangladesh. [online] Available at:

https://en.wikipedia.org/wiki/Demographics_of_Bangladesh.

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