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www.E-Charisma.com
Group Members
Qamar Zeb1682-FMS/BBA/S06
Rohan Ahmed Zaidi1683-
FMS/BBA/S06Saeed
Ahmed1684-FMS/BBA/S06Sajid
Ali Arain1685-FMS/BBA/S06
Samiullah Jan1686-
FMS/BBA/S06Samiullah1687-
Gifts are given in every culture or we can say every part of the world. Hence it is a
matter of everyday that we gift or give a present to our loved ones. In our society,
the act of mutually exchanging gifts, presents etc. contributes to social cohesion,
and it is anything that makes the other happier or less sad, especially as a favor,
including forgiveness and kindness. Now the question arises as to how we can send
gifts or what is the best, easy and a cheaper way to send a gift. The answer to this
question is…
www.echarisma.com
Order Placed
www.e-charisma.com
Custom Deliver
er ed
Figure 1.0
What is E-Charisma?
2
E-Charisma
Company’s Information
Company’s Name E-Charisma
Slogan If it’s Legal, We Sell It…
We Deliver…
Type Private
Founded Friday, February 15, 2008
Founders XSR Group
Headquarters Islamabad, Pakistan
No. of Locations Offline Branch Every 300 Km*
Industry Retail
Products Gifts ( Stock + Special Orders )
Website Address www.e-charisma.com.pk
The above table gives a brief information about E-Charisma, as given E-Charisma is
a private limited company that means that it’s shares are not offered to the general
public. Basically E-Charisma is a Strategic Business Unit of XSR Group of
Companies, which owns three SBU’s (see Figure 1.1).
XSR Group
3
E-Charisma
Figure 1.1
The Company’s head office is in Islamabad, with over 20 branches covering all
Pakistan. E-Charisma specializes in gift products which are in our stock or by taking
special orders in some cases making us a Retail company.
– Purpose –
“To continually strive to achieve excellence - both on and off the job and to
promote our teenager boys and girls to take up a leadership role in the days
ahead for the promoting our religion and the culture of Pakistan.”
– Mission Statement –
"To direct all our organizational efforts at building upon the existing
organizational strengths and company’s recognition to achieve enhanced levels
of profitable growth in the core business, and penetrate into new areas that
compliment and supplement the core business, with the penetration aimed at
achieving excellence and industry leader status in the new areas. The E-
Charisma People will however be encouraged to be open to unconventional ideas
and services and recognize new trends at very early stages"
– Vision Statement –
4
E-Charisma
“The gifts
immeasur
almost an
for giving
to accept
able that
injustice
that one
receives
them.”
are so
it is
Opportunity Analysis
Fig 1.2
Market Opportunity analysis is an essential tool for both entrepreneurs and senior
managers who are planning to launch a new business. Basically it consists of five
main stages, and we’ll discuss them with reference
to E-Charisma.
happi
“Ever
d is a
ness.
y gift
frien
from
wish
your
for
a
”
• Seed Opportunity:
The analysis begins with framing the business opportunity and identification
of the new business will participate. This opportunity identification and
analysis is anchored within an existing or new value system.
Now In the Case of E-Charisma, we should look at the value system with a
lens that yields ideas about new business possibilities. Therefore E-Charisma
should look for either Trapped Value to be liberated or New- to- the-
world- value to be introduced.
6
E-Charisma
II. New -to- the-World Value: Considering the new economy, E-Charisma
plans on adopting the new-to-the- World Value, so that it can create or
enhance an existing offering.
E-Charisma
(Customization
)
Fig 1.3
7
E-Charisma
8
E-Charisma
In this case there are two ways a customer can send a gift that is by
purchasing a offline or by purchasing a gift online (E-Charisma.com)
IV. Purchase Decision is the fourth step in the CBP, now after evaluation of
alternatives, now a customer will check
out what is more easier, cheaper and
found in a
“Rememb
gift is not
store nor
hearts of
friends.”
tree, but
greatest
under a
fastest way to send a gift to someone.
er, the
in the
true
Offline: This can better be explained
with the help of an example, suppose
Mr. Haris Inam Khan living in Islamabad
wants to send flowers to Miss. Kokab Khawja living in Lahore, and uses
the offline way of sending gifts in which he first goes to a flower shop to
buy a bouquet and after one hour he is able to select a bouquet for his
love, then he goes to the card shop, then the wrapping paper shop and
so on… Mr. Haris Inam wasted 8 -10 precious hour of his life just by using
the offline way of sending flowers and which he knows wont be delivered
on time.
Online: Where as Mr. Sohaib Qadir living in Islamabad opts for online
method (www.e-charisma.com) to send flowers for the love of his life
Salma Khan living in Karachi. With only a single click he’s able to select
flower, attach a card, wrap it using a wrapping paper of his own choice
and E-Charisma assures that fresh flowers will be delivered to Salma
Khan in a matter of hours.
9
E-Charisma
Seeing this in case of E-Charisma we are planning to target all the internet
users in Pakistan which are about 3-5 million users and growing at the rate of
1393% as calculated by Statistics Division of Pakistan (2004). An Unofficial
source also tells us that by the end of 2008 the internet using population in
Pakistan will reach up to 30 Million users. So E-Charisma plans on targeting
these customers but this target is categorized in terms of ages, gender, and
internet connectivity or to be more precise in terms of Demographics.
I. Company Resources: What are the resources that E-Charisma will bring
to the market that’ll help it to excel and generate profits. This’ll include
the services of the Sister firms of E-Charisma or 2 other SBU’s.
-Raw Material for the Gifts will be provided by Charisma Industries
- An Offline Software to be provided by E-Soft
- Establishment of a Manufacturing Unit every 300 KM in Pakistan
- A Fleet of 500 Delivery Vehicles Covering all Pakistan and 3 Cargo
Planes for places where there are no roads.
- Experienced Employees
- Software Developers for managing and updating the E-Charisma
Software and Website
- Quality Control Department to assure Quality of the Products.
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E-Charisma
small, is
which is
great, if
is being
affectio
though
“Every
reality
given,
given
even
with
its brand name and website.
it is
gift
n”
in
-Banks: E-Charisma plans on offering
an easier way of payment, so banks FACT
like HBL, UBL, MCB, Standard Charted
Women give
and Citibank will be the complementary partners. Christmas gifts to
more people than
do men. The
average
• Access Opportunity Attractiveness: The Final Step is difference is 12.5
11
E-Charisma
Business Model
Basically there are four components of a Business Model and we will apply
this framework to E-Charisma. These Components are shown in Figure 1.5
Value Cluster
Resource System
Financial Model
Fig 1.5
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E-Charisma
II. Target Segment: In this stage E-Charisma will identify and chooses
priority customers and preliminary understanding of the potential
audience the company seeks to serve.
III. Key Benefits: Now what are the key benefits that we’ll offer to our
customer that’ll drive them to send gifts using our website? These
Benefits are
- Customization: A Customer can customize the Gift he/she wants to
send by adding/removing anything he/she wants.
- E-Charisma Software : Providing ease to the customer by making he
feel like he/she can do anything he/she wants regarding his orders, gifts,
complaints etc
- Online Tracking : A Customer can track his or her
order using the E-Charisma software or High
Bandwidth interface of E-Charisma’s website.
- Complementary Gifts: A complementary gift is
sent to the sender on behalf of E-Charisma,
- Widest Assortment: E-Charisma offers variety to its customer, nearly
all the main brands in Pakistan industry will be on E-Charisma’s website.
-Minimum Delivery Time: Having an offline branch
every 300 KM in Pakistan, we will be able to provide
a minimum delivery time to our customer i.e. 1.5 to
2 hours for delivery time on normal basis.
- Post Paid System: Yet another benefit which E-charisma brings is the
Post-Post System i.e. the customer will be charged after the transaction.
- Credit Cards/ Bank Account Payment: A survey
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E-Charisma
shows that in Pakistan more people have bank accounts but they don’t
have credit cards. On E-charisma you can pay through you Credit Card or
bank account just by simply providing your Account Information and Pin-
Code.
“Rememb
gift is not
store nor
hearts of
friends.”
tree, but
greatest
under a
er, the
other, and lastly we get the information from discussion from our peer
group, families etc .
In order to understand this concept more clearly take a look at Figure 1.6
Occasion/Events/Randomly
(Marriages, Eids, Valentine etc)
www.e- 15
Offline
charisma.com.pk
Satisfaction Dissatisfac
E-Charisma
Fig 1.6
• Resource System: The Resource system consists of value proposition and
offering specification, this system shows how a company must align its
internal systems (partners) to deliver the benefits of the Value Cluster. The
Resource system is divided into five stages in order to better understand it.
-Delivery Vehicles and Planes: A fleet of over 500 Delivery Vehicles and 3
cargo planes E-Charisma is capable of delivering the gifts all over
Pakistan with minimum delivery time.
III. Activities and Resources: Discussing our activities, we can say that
- Paid Documentary: A paid documentary is telecasted 3 times in a month
on Major TV Channels including GEO TV, AJJ TV and ATV. It is
a 30 Minute documentary explanting the importance of
gifts and history of gifts.
-Advertisements: E-Charisma plans on using every
mode of marketing its message to the user by using
mediums such as Radio, TV, Internet, Print Media, and Bill
Boards. FACT The custom
Now coming to our resources of gift giving goes
back to the Roman
-SBU’s: The SBU”s of XSR group are a major resource of E- festival of the
Charisma. Kalends and took
place on the first of
-Partners: Our Partners are our main resource of
January during the
marketing and creating value for our customers. Winter Solstice. The
-Delivery Vehicles and Planes: A fleet of over 500 Roman Emperor
received gifts from
Delivery Vehicles and 3 cargo planes is the main his administration
resource when it comes to delivery process.
- Customization Machinery: The Customization machinery
at every offline branch enables us to do tasks that others cannot achieve.
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E-Charisma
V. Partners: Now the question is how our partner’s gets FACT Ellen J.
Langer, a Harvard
benefit from us? psychology
- Microsoft: In this case E-Soft the sister firm develops professor. “If I don’t
let you give me a
different software for Microsoft and hence pays by gift, then I’m not
adding the E-Charisma’s Software in every window’s encouraging you to
think about me and
copy
think about things I
- Unilever: Suppose you’re eating Walls ice cream and like. I am preventing
on the wrapper you find E-Charisma’s website address you from
experiencing the joy
and a 10 Digit code. You enter that information on our of engaging in all
website and win a Neck Tie, after paying the shipping those activities. You
do people a
prices and the tie delivered Unilever will get fully paid
disservice by not
in terms of the price of that product
- Banks: Transaction charges are paid to banks every
time someone uses bank account payment method.
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E-Charisma
II. Value Model: There are two main aspects of Value model
the love
lover as
the gift
Kempis
A wise
values
giver.
not so
of the
of the
much
Product/Facility Cost/Investment*
Website Registration 1.67$
Staff 10000$
Delivery/Purchase 40000$
Internet Charges 2000$
Electricity Charges 2000$
Advertisement Charges 5000$
Machinery 2000$
Others 6000$
Monthly Grand Total 67000$
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E-Charisma
Seven C’s
The 7C’s framework is a way of describing/representation for customer interface
design. It discusses 7 design elements that are needed in a customer interface.
Considering the case of E-Charisma when ever user open’s the website he/she can
see two interfaces
Low Bandwidth version is designed to meet the needs of Pakistani Internet Users
with more focus on how a user can benefit form it
I. Context
- Functions: Functions are the Key feature of E-Charisma’s
website. With search option and statistics taken as an
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E-Charisma
example
- Aesthetics are seen in the high bandwidth version of E-Charisma by
using a Flash based Interface, things really give a beautiful look.
II. Content
- Text Based Interface for Low Bandwidth and GPRS Users
- Videos, Audio and Graphics in High Bandwidth Version
III. Community
- Option on Webpage as well as E-Charisma
Software.
IV. Customization
- Online Customization ( High Bandwidth Version)
- Personalized Account/Interface
- E-Charisma Software ( Offline Customization)
V. Communication
- Two Way Communication (Online + E-Charisma Software)
- Phone a Customer Representative
VI. Connection
- Banners of Complementary Partners (Microsoft, Unilever and Banks)
- E-Charisma’s Banner ( Google, Microsoft, Unilever and Banks )
VII. Commerce
- Shopping Basket
- E-Charisma Software
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E-Charisma
Fig 1.7
Branding
Clearly Define Brand Audience Every person with the knowledge of
Internet
Understand the Target Customer Person with bank account or Credit card
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E-Charisma
THE END
“The gifts
immeasur
almost an
for giving
to accept
able that
injustice
that one
receives
them.”
are so
it is
23