Introduction: Our business is basically related to event management but our main focus will be on wedding planning.

So the main business which we have chosen to initiate is online wedding planners. This business will be a one stop website where our customers will be able to have an access to all wedding related services. These services will include wedding halls, outdoor arrangements, catering, stage dcor and music. This website will be an easy, speedy and efficient solution for the customers and couples who want to access all wedding related services at one point. This will make possible for all couples to plan their wedding at a single site without getting into the worry of visiting physical sites for the services. This business belongs to service industry as we are providing services for weddings. Being online wedding planners we will be providing different wedding related services through contacting with their providers. Then these services will be provided to our customers keeping in to consideration what the customer demands and their budget constraints. The purpose of this site is to make wedding stress free and fun. Usually planning a wedding and getting access to all wedding related services is a very exhausting and demanding activity and because of this people become so stressed that they are unable to fully enjoy the wedding. Going to caterers, booking halls, arranging for decorations etc are very time consuming activities. Also to arrange these activities in a specific budget is another headache. So this website will make it easy for its customer to access all the wedding services at one point within the budget specified. Our business will be providing most of the wedding related services. These services will include: Wedding halls: we will be arranging wedding halls for our customers e.g. PC, Marriott, and other banquet hall from different hotels. Catering services will be of the hotels if customers want the wedding to be arranged in hotels. Outdoor wedding arrangements: special arrangements will be done for the customers who want to arrange their weddings outdoor. In this case we will be arranging caterers for our customers. Catering services: catering services for outdoor arrangements will be provided to the customers. We will be arranging best caterers within the budget of customers.

 Music arrangements: DJ services will also be provided within the budget specified by our customers. The music arrangements will be offered for both outdoor arrangements and wedding halls. Stage dcor: we will also be providing services for stage decoration and this will again be done according to what our customers requirements are related to budget and colour schemes. Car services: in some packages we will also be offering decorated car services for the couple on the wedding day. Photography services: services of professional photographer will also be provided to our customers and that too will be within the budget constraints of our customers. Wedding Cakes: On the choice of the customer we will be providing them the wedding cakes according to their requirements and desires. The main idea is to access all these services through one click, sitting in your homes without visiting the physical locations. This website will reduce more than half of wedding tensions of our customers. There will be different packages according to budgets of our customers including different services from those mentioned above. We will be targeting elite and upper middle class of Islamabad and we will be offering different packages to the customers and they can choose from these packages according to their requirements and budget. We will be providing three packages mainly that are platinum, gold and silver but the customer can also add and subtract services in these packages. This business will act as a direct-to-customer as we will be providing the customers with the services that will be of premium quality. Through our website we will provide all the services for wedding (mentioned above). Only what the customer has to do, is just specify the budget and well be constraining ourselves within our customers budget and we will be providing the best services packages. The key thought is to create a convenient website which will safe both time and energy of its customers. What the customers need to is to just go to our website specify their budgets and choose among different packages then will be arranging for them all the services maintaining the standards and living up to their expectations. We will check for different services within the budget and will approach the service providers and these services will be provided to the

customers on the wedding. Customers specification will be considered especially so that we are able to provide them with the best services. So for those people who do not want to spend a lot of time in the arrangements, our website will be an easy solution.

Market Research
Since our business is unique of its kind in Islamabad because at the moment there is no other online wedding planner in the twin cities .the primary need of our business is that our customer should have access to internet and should be users of the internet .the customer that we have identified as a potential customer are high class with sound income resources, upper class which consist of high ranked officials, MNCs employees. Main reason of targeting these customers is their awareness regarding such business, their wallet power and these customers usually have time constrain and they try to avoid physical fatigue and most of the time there is great problem of coordination between customers and traditional wedding planner. If we talk about our uniqueness that comes in form of our packages which are ranked as platinum, gold and silver .each of these packages are differentiated by value add services and offerings .currently traditional wedding planner have no such packages and offering and customers has to go ten places for different item that are core and compliments in wedding and in our research we came to know that at the moment there is no high end hotel and motel in Islamabad which has complete packages in fact they book order on items and demand basis. The difference are important because our target customers as we have mentioned above are those who have awareness of ecommerce in one way of other and most of them have already experienced online shopping etc .so why these difference are important because customer want their wedding and wedding moment memorable but most of them try their best to avoid the rush of blood in arrangement and want to find all services under on roof with high professional manner ,so we are targeting that aspect of customers and want to provide them everything at single click of a button .

In our research we basically aim to find the response of people regarding our online business idea the usage of internet and access of internet to our identified and targeted customers and we found the response of the customer was quite welcoming however same time they showed their concern regarding the trust and brand name of our company same time they indicated the prospect for business in Islamabad. We have consult with various wedding planners in Islamabad through internet and there is quite tough competition among them but none of the have online presence only brick presences, however the good thing for our business is that we fill find contractors easily and can settle agreements with them the famous wedding planner in Islamabad are Mehndi Managers, Nadeem Caters, AZ organizers, Bedazzled, Oasis Cuisine & Dcor etc In order to check that we are on right track initially we shared our business idea with our ecommerce instructors and according to her this business is well flourished in west but in Pakistan ecommerce is not that much popular but there is room for business as wedding are popular function and people spent with open heart and mind on weddings to make their moment special. Apart from instructor we discussed the idea with MBA marketing students and they also appreciated it We conduct our field research in posh business areas of Islamabad like blue area and kohisar market because these are the area where we could find our desired and targeted future customers. We developed ten questions from customers with different profession like housewives, businessman and women, doctors, contractors and beauticians. Our sample size was fifty out this sample size we reject 5 questionnaires because of ambiguity so the final sample is 45 .According to our data analysis 5% of high ranked government

servants ,10% dotors,5 % engineers 5% lawyers 35% businessman and business women 30% house wives and remaining 10% MNC and private employees.

After going through the process of market research we came to know that most of our customers have welcoming attitude and they helped us to clarify our business idea and our services our research helped us to identify the current manner of customer function and what are the problems with traditional wedding planners and we are one stop shop who provides full package of wedding function with all glamour and festivity and most of the survives will be outsourced through contractors. Research has identified that most of the people have concern related to the coordination with catering companies and their workers so it will help us to hire good and active event manager or in charge to deal with those instead of customer himself. The experience is quite concern for us but since most of the logistic will be delivered by our contractors so we can overcome this problem. The scale of project is marked by the questionnaire as it gives us clear idea of business future Regarding the assess the likely selling price ,margin we have not ask for any monetary aspect in our questionnaire however this thing are mention is the project as far as the our business concern and for customers the prices are mentioned on website of our company. After going through market research we identified our resources the primary resource will be internet than contractors and as Islamabad as lot of wedding planner things smoothly. so we will easily managed logistics and all the business partners have ecommerce awareness so we can run

FORMALITIES: Name: The business will be called Memories Maker.

 Legal: Before setting up our online business we will ensure that we address all legal issues properly. First the availability for the domain name of the website will be checked. Generally there is no intellectual property right related to domain name but the main concern in choosing a domain name is the risk of trade mark violation. If choosing a domain name that is protected can cause legal issues so to be on the safer side trade mark research should be done. After we have obtained a domain we will hire professionals to develop our website and therefore there will be an agreement before work begins. The agreement at minimum should include detailed specifications of the work to be done, the terms of payment, details of who will own what, time requirements for the delivery of the work done and in what situation the contract can be terminated by either side. All individual elements e.g. text graphics, design etc of the website will be protected by copyrights. It will also be important to ensure that our website in

accordance to IPRs (Intellectual Property Rights) and other design legislations. Another important legal aspect of developing an online business is to protect the privacy of both the supplier of services and customers. Clear explanation will be given to both of the parties that their personal data will be secured and how the data will be used in order to fulfill their requirements. Another thing will be that in our website there will be proper page of terms and conditions that will include all the instructions that customer will be following and will agree to the particular agreement and we will not do anything that is out of the boundary of our terms and conditions even if the customer bribes us because we do not want to have money that is earned through bribery and through wrong means.

Taxation: Taxes will be paid on the profits that the business will make. The business will be getting payments from the customers who want wedding services and from the service providers who will pay for their services to get listed on the website and when the business will start generating profits it will start paying taxes.

Business Model of Memories Maker:

According to Weil and Vitale business model is A description of the roles and relationships among a firms consumers, customers, allies, and suppliers that identifies the major flows of product, information, and money, and the major benefits to participants. The business that we are planning to conduct is the event management in which we will be specifically be dealing with the wedding planning business. Our business will fall in the category of bricks and clicks but our main focus will be on the online business because usually the customers will approach us through our website and we will be having our office in Blue Area Islamabad. The purpose of this office will be to make the customer feel that our business is not fake and there are purely no chances of fraud because usually in online business and especially in this kind of business that is related to extremely important day of the individuals there are chances that customer do not feel comfortable as they have the fear that the company will be fraud. So for customer to have the confirmation about our business they can approach us to our office. Otherwise we will be approaching them so that we can have the idea what the customer wants in detail. Our business will be Direct-to-customer business model according to wale and vitale as we will be providing services directly to the customers. The customer will be dealing directly with us and we will be dealing with the contractors like car rentals, hotels etc. The customer will directly pay us for all the services that we will be getting from the contactors and we will be paying them for these services after getting the payment from the customer. The customer will have the perception that he or she is dealing with us and we are the ones who are arranging all the things in their wedding so it means that we will own then primary relationship with the customer. Similarly we as wedding planners will be having the record of the behavioral data and the interactions with the users

and have the complete information of our customers so that in order to have knowledge that what customers really desires and according to that we will be recommending them the designers, hotels, vacation spots, venues etc. Transaction is very important part of the business and if the company does not own the transactional exchange then it has to give some fee to the organization which is handling this exchange and as a result some portion of revenues goes to that firm. In case of Direct-to-customer the transactional exchange will be held between the

customer and our company as we will be directly dealing with our customers and will be providing them services that create value for them. While paying online to us the URL will remain the same which will also show that transaction is held between us and the customer. We will be offering them the service of paying either online through credit card or through the money draft system. We want to feel the customer convenient and at ease so will be giving several options by proving them paying options. As from the table we can see that this model own all the three resources.
Type of model Direct-to-Customer Relationship Data Transaction

Due to the ownership of the relationship, data and the transaction this model is very powerful and as our company falls in this category so it means that we will be providing premium services to our customers and will have the record of our customers so that we can provide them different offers. We are not the full service provider according to wale and vitale because we are not providing services of bridal groom dresses, also bride makeup and jewelry as we consider that these are the things that the bride and groom usually want to have of their own choice and of their favorite designer and they usually do not want anyone else interfering in these areas and that is the reason we are not providing these services. But suggestions can be provided to them through our consultants if they want to have their opinion. We will be placing advertisements related to these things so that if they want to approach anyone of them from the ads they can simply click on the ad and get through with them.

Revenue Model: Wedding planning business is very popular in the west as now the people are becoming more aware and have more information due to advancement in the technology and due to the changing trends. Now a days people are very much concerned about their wedding and in order to make this day special they are now moving towards wedding planners in order to make their day memorable and our business will also be focusing on it. We will generate revenue from different sources. We will be generating revenue through the sales revenue model, through advertising and

through the contracts that we will be having with our suppliers. We will place the advertisements of the designer clothes, designer jewelry, vacation spots, hotels, travel agencies, beauty salons and parlors. In this way the user when visit our website will also see these advertisements and to have further detail they will click on the particular ad and the moment they will click it they will moved to the particular companys website. We will be charging them fee for placing their advertisement and this fee will be charged on the basis of time which means that if the company wants to place the ad for 10 days we will be charging on the basis of per day. If the company wants to place the advertisement for the whole year we will be charging them on monthly basis and if it wants to place the ad for the month we will be charging them on weekly basis. If the users that are viewing the ad or the clicks on advertisement is increased from a certain range for every time period then we will be charging them some additional fee as through our website their viewership is increasing. If the ad is placed on basis of some days then for that if the clicks increased from 1000 then we will be charging 0.5% additional of the total payment that we will receive from them. If the ad is placed on monthly basis then if the no. of viewers or eyeballs increased from 5000 then we will charge the 0.75% additional of the total payment. If the ad is on yearly basis then for it if the number of clicks increased more than 10000 then we will charge 1.25% additional of the total payment that we will be receiving in the end of the year. Another revenue model of our company is sales revenue model as we will be serving our customers by providing them different variety of services and we will be charging them for these services. We will be providing different packages that will be ranked as platinum, gold and silver and if the customer wants to have this option they can get one of the packages according to their budget and then it will be our headache to provide them premium services and all the things that are mentioned in particular package. After getting the confirmation from our customer about the package that they will be considering then well have settlement with our contractors and in the end when the services will be provided to the customer we will be giving remaining money to the contractors and will have our part. The customer can make addition and subtraction in the packages. Our contractors will be usually the photographer, catering service provider, interior designer, transport service provider, Music DJ. We will be having settlement with them and we will take

some percentage as our commission and we will provide all the services of high quality and will exceed the expectation of the customer. In future we can also earn revenue by giving discounts to the families that arranged many weddings through us. Like suppose If there is family that will be conducting marriages from us and getting our services for most of their weddings then we will be giving discounts to these customers as this will increase our brand loyalty and customers will fell as being privileged but we will not compromise on our quality of the services that we provide because our brand name will be on stake in that case.

We will not limit the customer within these packages but we will also provide them different options to select from them and choose things of their own choice and give us the detail of the things that they want rather than choosing the packages as we want to provide customized services and as it is very important day for them so do not want them to feel bad and will make their day memorable. t that we will be providing in you with the customers and in return well get some comission We will be charging the subscription fee from the contractors and our contractors will include the cantering service provider, decorator, music DJ, hotels, and Car rentals. This fee will be on the monthly bases as we will be using their products and will be providing services to the customers and this subscription fee will make them the member of our business. We will be having settlement with the contractors and our

Strategy: In the beginning this business aims to target the elite and upper middle class of Islamabad by providing the online access to quality services for their weddings. There will be different three main packages silver, gold and platinum which will be including different wedding services with different price tags. All of the packages will be having quality services the difference will be in the number of services included in each packages. For example Silver package will not contain

car services but in Platinum package we will be offering car services for the couple on the wedding day and also consultant services are included in platinum package. There will be a physical presence of the business in Islamabad where the employees, after getting the order, will be dealing with service providers but customers may not require visiting the physical location as the main concept is to ease the trouble of visiting physical locations. The strategy is to offer customers with highest levels of services and to attract a significant number of loyal customers and the pricing strategy will be of premium pricing. If the business is successful in Islamabad then the business plans to expand to other cities of Pakistan, targeting the elite and upper class of those cities. After a successful business Pakistan we decide further to expand our business globally but at present we are focusing to be the most convenient and number one wedding planners of Pakistan. The main focus will be to provide excellent services for the customers within remaining in their budgets. If the business does well in Islamabad the next step will be to start operating in other major cities of Pakistan after it will locate potential customers there.

Market positioning The business position itself as convenient and quality wedding planner, targeting the high end market of Islamabad and providing them with quality wedding services. The website will offer premium services to the elite and upper middle class of Islamabad. It will be easy and time saving solution for the customers who want high quality wedding services and at the same time want to avoid the trouble of visiting the service suppliers again and again.

Mission Statement We are committed to providing high quality wedding services to our customers. Our priority is to provide stress-free and professional wedding services and at the same time constraining ourselves within the budgets of our customers. We will work diligently to make your special day a memorable one and make your wedding dreams a fabulous and elegant reality.

Vision Statement We see our business as the most convenient and number one online wedding planners of Pakistan and after successfully catering Pakistani market we decide to expand globally. We see

our company as a provider of best quality services for weddings making the day a memorable one Marketing and Sales

CUSTOMERS: The test market for our business is the Islamabad market. The initial customers for our online wedding planning business are the brides and grooms of the elite and upper middle class within Islamabad. Our target market is not limited to just the brides and grooms but as many couples especially the younger couples needs the help of their parents to support the financial expenditures or cost of the wedding. So our target market of our business would also include the parents of the bride and groom. Our customers are not only limited to these but also the business suppliers. This includes all the wedding service providers within Islamabad. So our customers will also include the caterers, florists, jewelers, travel agencies, hotel, venues, dressmakers, etc. Although this would be our initial target market but after we have gained enough recognition, customer base, profit and brand name, we would expand the business to other geographic locations for the expansion and growth of the business. Possible expansion locations include Lahore and Karachi. Our sole business would be operating on the internet so our customers would be the one who are computer literate and who have the access to the internet connection. Everything about our business, its packages and other details will be present on our website.

Image There are not many wedding websites that allow the customers to search for the wedding vendors and to interactively view the reception locations. We would be providing the customers with the opportunity to easily access the wedding facilities by just staying at their house and getting all the services just with the facility of the internet. We listen to the customers demand and then provide them with the kind of wedding they have dreamt of. The purpose of our business is to make wedding planning easy and to make this day so memorable so that they cherish these moments for the rest of their lives. Our business provide the customers with an opportunity to have access to search and communicate with wedding planning professionals, vendors, and coordinators, whose job will be to accommodate your every wish and desire in order to make the function exciting, easy and efficient.

A recent study has showed that 75% of consumers visit company's web site to search for the information regarding their products and services they're shopping for. This percentage is even higher for brides, as they are shopping for things they've never evaluated before. Also they are spending much more money than they typically do, and they are under great pressure to make good decisions quickly. An effective and valuable web site is critical to the business. It is the key to making the sales and marketing efforts successful, because once we have captured a bride's interest through advertising, or a search engine, she will go to our web site to decide whether or not to consider our company. We are going to achieve this image by designing a website by keeping our customers in mind. This mistake is usually seen as many vendors design the website that are more according to their own desires than their customers needs. We on the order hand are going to keep our focus entirely on our target market needs. Also instead of using amateurish designs and templates, we are going to keep our website simple as this would save us a lot of money that can be invested in a custom template pages from quality designer. We will design a website thats more users friendly to both brides and search engines. Also updating the website will be much easier in a simple website. This will save us money in the long run. Competition: There is a bright future for online wedding planning in Pakistan. A lot of people are well aware of online event managers and want to hire their services in order to lessen their hassle. It is a niche market service. Most of the publicity is through word of mouth. There is present a lot of competition in this area as it is a cut throat service. If one mess up, you can consider yourself out of the business for good. Everyone needs to deliver the best in order to sustain in this market. Nowadays internet is present as a substitute to traditional brick-and-mortar wedding product and services companies. This along with the large size of the wedding industry is likely to draw new competitors to the market. Competition from the national and local websites may reduce the chances of success for the business. The business may not be able to create a strong e-brand to successfully penetrate the market. The business must establish itself, gain market share, and must not infringe on the protected rights of the other competing businesses operating in the country. Local Competition

Islamabad wedding planning companies include IRIS wedding designers and event planning, Marriott hotel, Sadabahar, SEMS, Royale, Blooms inn, Eventopia and many others. These local websites provide the couples who wish to get married in Islamabad with information related to Islamabad weddings, vendors, and services.

Substitute Products

The substitutes to our wedding planning website will be the wedding professionals and are thus considered as competition. Wedding professionals provide the couples the planning they want for their wedding. The main advantage of wedding consultants is that the couple saves a lot of their time that they would otherwise have to spend researching different vendors on their own. The wedding consultants usually charge some percentage of the total wedding cost.

PROBLEMS: Some of the risks for the business would be possible system failure, public perception and dot.com companies and threat of terrorism. MARKETING MIX

PEOPLE: People are the most important element among other marketing mix in case of wedding ceremonies. Staff plays an essential part as the service provider. That is why priority is given to the staff attitude and performance. The business need to maintain the service quality of their staff all the time as it is one of the most important factor. So the business needs to establish a positive attitude of friendliness, with their staff attitude as attentive, caring and friendly. PRICE: When the wedding couples make a decision on wedding product and services, price is also a very important element of marketing mix. We offer many packages that provide many different sorts of products and services. This is done so that our price set regarding the wedding ceremony package is flexible to adjust in order to fit with the budget provided by the wedding couple. From the interviews conducted to find the consumer purchasing behavior it was found that they consider the budget as the most important factor in choosing the wedding products and services. Another important factor regarding the pricing is the payment method option. preferable choice of payment method is payment by cash or credit. PRODUCT: Product is what you offer that is the wedding services. Wedding had always been an important part of human life but these days it is treated as a ceremony rather than just an occasion of couples getting married. On weddings, guests are invited to attend the wedding ceremony. It is a strong desire of the couples and their parents to provide the best function with amazing services to their guests and to obtain admiration for the provision of such entertainment. The most

For the wedding entertainment, selecting the right song at the right time is very important. The music played should be such that can excite the guests so much that they cannot resist themselves from jumping from their seats and dancing to the songs. For the entertainment purpose live singers or wedding bands are preferred. The local preferences are given utmost importance. In our country, DJs are often more preferred by the people than the wedding bands or wedding singer. However we offer both. For the service of wedding singer, we have a group of 3-10 people who are highly experienced and skilled at operating the music equipments. These bands also include female singers and musicians with music instruments. They also have the understanding and knowhow of the latest music trend and also of the customers music taste. They also have the capability of playing wide range of music in order to cater to all ages. We also offer DJ team that plays the recorded music for the guests so that they enjoy music. They have skills to mix and modify tone and sound of the songs using equalizers, mixers and other effects. We offer various options and packages to our customers according to their budget but still our overall prices are relatively less as compared to our competition. This is because being a new comer; we must keep our prices low to gain popularity, recognition and also to settle our business. This type of pricing is intended just in the introduction phase but we will increase our prices as soon as we gain enough popularity. The wedding couples consider the quality of the wedding function as the important part of the ceremony. We are offering all the services that every wedding planning needs from wedding flowers, wedding cakes, reception hall, music, food and catering, wedding photographer, transportation services, and so much more. We have wedding professionals that we assign to couples based on their needs and budgets. PROMOTIONS: Promotion is the things you do to stimulate instant purchase and to encourage brand loyalty. We are going to use every marketing tool to promote the service and to catch up the target customers such as advertising, internet websites, attending the wedding fair, etc. information about the wedding service available on the internet channels is found to be the most influenced source by the customers. Other advertising would be bought in the major wedding publications. Sales forecast After doing the market research we concluded that there is a lot much potential in this business as now the people are more aware and have more knowledge and they want to have their weddings properly planned by the wedding planners as they want to make their wedding

memorable for their whole life. We can earn profits in this business although we have to incur some cost in starting of the business but in the future we will be earning good profits because our target market will include politician, elite class families, landlords etc and they are now moving to wedding planners to arrange the wedding function as mostly people are very busy and want to avoid all the hassle involved in the wedding thing so it means great potential is there in this business to prosper in the future. Although economically Pakistan is not in a good situation but there is a class that is upper and upper middle class that can afford these services and are having these services whether there is recession and inflation in the country as they are not much affected by them. We will start our business in Islamabad and in the future we will be expanding our business to different cities like Lahore, Karachi etc and we will continue to focus on providing premium services to our customers that will create value for them and we will be very much concerned about our customers opinion. In future there will high sales from the Karachi and Lahore markets as usually the politicians belong to Lahore and elite classes are also in Lahore and Islamabad so it means that in future we can higher profits as one more reason of having great potential is that there are not many online wedding planners in the country so initially there is not too high competition so we can expand in this business that will increase our sales in the future that can sustain our companys objective in the long run. Website: Memories Maker will have the website that will make the user very much happy and pleased as it will be having such an impact on the customer mind that he or she will be attracted towards getting our services. Our website will be very attractive and will be appealing to the customer as it will be having vibrant colors, pictures will be very attractive and our picture gallery will create an image in the mind of the customer that how premium our services will be and how much committed we are towards our work. There will be different tabs on the web page and the home page is made in a way that gives very pleasant and mesmerizing effect and the customer will definitely get excited by looking at the front page. Our mission statement will be stated on the home page that shows that how much committed we are towards our work and how much we consider the value creation for our customers. The home page is mostly dominated by the purple color because it gives a very soothing effect as this color calms the person from all the tensions and problems and we want that our user feel relaxed when he or she visits our website. We will be having different pages that will include packages page, photo gallery, contact us, about us, order page, feedback page, terms and conditions page. Package page will give the information about the services that we will provide through our packages and there will mainly three packages platinum, gold and silver. The customer will order us through the order page and will

write all about its requirements in it and will confirm us about the event. We will make the form in which we will ask some questions related to the likes and dislikes of the customer regarding the wedding. This will give more broad idea about our customer preferences as we have to provide customized services to the customer. In that form we will also ask questions related to the vacations spots, hotels, wedding dresses and jewelry and the significance of this information for us will be that by having this information about the customer we can recommend them the particular company that have placed ads on our website in this way the customer may click on the ad and as a result the clicks on the ads of particular company will increase and viewership will also increase which will result in the increase in the customer base of the particular companies. All the requirements of the customer will be according to the terms and conditions that we have mentioned in our terms and conditions page. We also mention in this page about the cancellation of the function. We will mention in terms and conditions that as a customer you should inform us at least one month before the wedding so that we can have the arrangements. In case of emergency and you came to us two weeks before the wedding then we can also arrange your wedding and will be of same high quality but we will charging premium because in our terms and conditions we have mentioned our order duration.. If the customer will cancel the order within 7 days of the order then we will give back the complete payment to them. If they cancel the order after the 7 days of the order then the customer will pay 25% of the total payment and if the order is cancelled after 15 days then the customer have to pay 50% of the total payments to us. Then Feedback page will give the opportunity to the customer to give feedback about us and will rate us on different things. We will also having the payment page in which the customer will mention that through which mode he will be giving payments to us. And in order to ensure that customer is not fake or is having fraud wit us we will be having the details of the customer when he or she will place the order like we will be having his or her national identity card number, address, phone number etc. and after getting the confirmation that this information that is provided by the customer is correct then well move on with that customer. Photo gallery page will give the customer the general idea about our services and arrangements that we can provide them and this may help them in setting a idea about their idea. The contact us page will give all the contact information about us and also well mention the address of our office so that customer can have compete satisfaction about our company and build a trust that we are not fake

and we are in the market to provide services to the. These pages will definitely help them to get our services as our website will be quite informative and there will be no ambiguity in it. Business Process: Our business will be based on the services that we will be providing to our customers. The business process in our case is simple because being online wedding planners we will be having providing different services that are required in the wedding as we will be dealing with our customers and asking them their requirements and desires and on the basis of it we will have different deals with the contractors. Initially the customer will visit our website then he or she will place the order o the terms and conditions that will be mentioned in the website and then we will take fifty percent advance payment from them so that we can give initial payment to our contactors and suppliers and afterwards well provide the services to the customers that will be of high quality and will be highly professional as we will be having proper trained staff and will provide services that will create value for them. In the end we will receive the remaining payment from the customer and lastly customer will give feedback about our services. The business process of Memories Maker can be further understood with the help of the diagram that is shown below. People in online business The business is primarily supervised by the five members who are now five partners of the business where Amjad Khan will the in charge of public relation and marketing manager whose prime responsibilities to market the business and look after the advertisement for the website and to maintain supply chain with contractors , Mahwish Khalid will act as finance manager whose sole responsibilities would be to look after the financial matter in a smooth and proper way ,Mariam Khan will act as Dcor and event in charge whose prime responsibility would be look after the whole arrangement of weddings .Sidra Sultan and Fizza Shahid will look after the legal matter of the business and work as consultants with Mariam khan. Technical team is very important for our business in fact the core of our business so we will hire a web designer and developer to design website which reflect the valve chain for the customers and to maintain and update our website. Besides them we need information officer whose prime responsibility would be gathering all information what customer has provided on website and to

deliver that information to event in charge so that she could manage the things on time at proper place and proper time according to desires of customers, his responsibility to look after the customer feedback regarding the online services and quality of the services. We will be having our office in blue area because the business is new of its kind in Islamabad and trust and brand name are two very important for our business and second thing is that online shopping booking for function are not that much popular in Pakistan, so in order to build trust we are going for the physical evidence of our business. We will trying to keep the staff as minimum as possible because of following factor We are intermediary Control initial costs Nature of business Availability of other planners who can work as contractors Uncertainty of business

As we are intermediary so will try to keep minimum direct relation between contractors and customers logistic will be provided by our contractors and their human capital as well but on the spot they will work under the command and instruction of our event manager so by this way we will reduce any kind of inventory in any shape like human or logistic. FUTURE PLANNING: Our brand focuses the niche market i.e. the upper and the upper-middle class. Initially our focus is the elite class of Islamabad to establish the brand name and in future we expand gradually firstly within the country by focusing all the major cities that are Lahore, Karachi, Sialkot etc and then expansion by internalization. Our expansion is basically in the Middle East Asia i.e. Dubai because Asians are most particular about their weddings. For the localization we would have a main head quarter in Islamabad which would coordinate all the offices within Pakistan and maintains the website. But when we will internationalize each country would have its main head office and as our main focus is customization so we will fully localize our services according to the culture and the customer preference.

After establishing the brand name, the Memories Maker will diversify their service offerings by providing complete package for the bride and groom including all the wear outs i.e. jewelry, dress, foot wear etc. for the out wears we will contract the famous designers and jewelers. The orders would be highly customized. http://www.weddingyellow.com/marketing_tips/marketing_strategy.html http://www.weddingplanninglist.org/weddings/wedding-planning-marketing-mix http://www.scribd.com/doc/55270720/50/People http://www.marketingprofs.com/ea/qst_question.asp?qstid=13242#ixzz1NkRXPsJN http://www.thesaturdaypost.com/rendezvous_182_aamir_mazhar.htm http://www.onestopweddingplanner.com/ http://www.ebizpk.com/event-organisers-islamabad.htm http://www.islamabadsnob.com/wedding_planners_islamabad.htm

http://pakweddingservices.com/service_detail. php?catID=12&keyword=_islamabad_mehndi. retirived on 3 June, 2011

SWOT ANALYSIS Strengths:
Since memory maker will be first of its kind in Islamabad so we will have first mover advantage in market and this will help us to develop and maintain brand name and loyalty with customers as compare to our future rivals The human capital that has good knowledge of ecommerce can better run the business on professional grounds as compare to traditional wedding planner. Our flexible refund policy in case of any emergency and cancellation of wedding.

Convenience and time saving nature of the business is its biggest strength. People can access all the wedding related services without visiting the physical locations of the services providers.

The company provides a wide range of wedding related services and these different services will be included in different packages. The services in the packages are according to what customer need at their wedding and what their budget constraints are. High quality services with premium pricing.

Weaknesses Brand name and trust in the initial phase of the our business will be our weakness Dependency on contractors and hotels administration Limited circle of customer because large portion of population belongs to middle class. Some wedding service providers may not want their information to be shared on website Communication costs for connecting local suppliers will be higher. Time will be required to create brand awareness.

Opportunities Over the years the increasing trend of wedding through wedding planners Non presence of online booking for wedding Large number of wedding rituals in society. The business can expand to other cities of Pakistan after being successful in Islamabad

Threats Low barriers to entry allows other to come Hacker could hack website and manipulate customers data Local wedding services providers will give competition to this online business. People at first may not trust to get all these high involvement wedding services online.