MINORS KINGDOM

Group Members
Sidra Tariq
Faiza Javed
Sahar Tahir
Zaira Hijab

ABOUT MINORS KINGDOM

kids interior designing company which aims to offer

comprehensive interior design and services for homes, day cares
and nurseries.

Services including high quality Disney themed furniture, Disney

characters accessories and other room decor related items at
affordable and reasonable prices to make our customers
experience memorable.

Focus on decorating children bed rooms, classrooms, daycares

and study rooms named as the MINORS KINGDOM.

Aiming to decorate their children dreams and make their learning

and development more fun, colorful and enjoyable.

OBJECTIVES

Provide the highest quality interior design services to meet and

exceed our customers expectations.

Continuing innovation and development in the interior services

provided.

Increase the number of customers by 20% every year with high

performance.

To offer a high quality consultancy experience to our clients.

Designing effective promotion techniques and communication

techniques to establish a loyal customer base.

Mission:
Minors Kingdom is an interior designing company that focuses
on the dreams and desires of children. Our mission is not only
to enhance and adorn the rooms of the little ones but also to
make learning enjoyable by fancying up daycares and
preschools.

Vision:
Minors Kingdom aspires to uphold their relationship with their
little clients who have castles in the air. We decorate places
at a moderate price; and do not compromise on quality.

COMPANY GOALS

To adorn and beautify places, by using good quality products,

at a reasonable amount.

To provide superlative services and fulfill the desires of our

clients, in time.

To work as a team to produce pre-eminent outcomes for our

clients as well as for our own good.

To persistently grow our company in order to meet the

demands and exceed the expectations of our clients.

TARGET MARKET

Research marketing carried in areas of DHA, Bahria town

Rawalpindi indicate a huge growing demand for kids interior
services, as every couple with an household income of
approximately Rs 100,000-200,000 is interested and

willing to

pay a good price for the dcor of their kids rooms according to
their favorite Disney character.

Providing personalized service for the children with age group 510 years, decorating their rooms and daycares with beautiful,
appealing themes will be our main focus.

In order to establish a loyal customer base in the startup

our marketing strategy includes various promotional
campaigns on digital and print media for example:

Facebook page to place an order.

Website where customers can customize their kinds

room according to their own preference.

Word of mouth advertisement.

Free consultancy will be provided to our clients in the

first two weeks to avoid an un-forgettable experience.

Strong relationship with suppliers that offer credit arrangements and flexibility.
Providing quality with cost leadership
Customized services
After sell services
Dedicated team with business knowledge

Lack of experience
Established names in the market causing a slow gain of market share
Limited resources
No professional qualification

Service expansion
Market development
Strategic alliance with construction companies
Changes in design trends can initiate home updating resulting in increased sale
Introducing online services for clients
Growing market

Cost leadership resulting in less profit margin

Cost of raw materials may increase
Updating with changing consumer taste may be challenging
More competition resulting in less market share

PORTERS FIVE FORCES MODEL

Competitive rivalry within an industry:

Three main competitors in Islamabad and Rawalpindi named
Locanto, Interwood and Abdullah Homes, but we will not
compete directly since only we are focusing on targeting children
through Disney themes.

Threat of the new entrants:

This is not high because we are targeting a niche market not
currently well satisfied so if our brand name develops we can
create barriers for people trying to capture the children market.

Bargaining power of customer:

Bargaining power of the customer is low as our research in Islamabad and
Rawalpindi showed people are not aware of any decorators who
specializing in providing Disney themed services targeted only on their
children whether in schools, daycares or homes.

Bargaining power of suppliers:

This is low because there are a number of suppliers of furniture and
accessories in the market. We can buy the inventory from any other
supplier if we dont get a good rate from one supplier. We have a number
of options from where we can purchase Disney themed furniture as
specified by our clients for example Haroons, China Market, Stationary
shops etc.

Threat of substitute product:

There are a number of possibilities that our customers can use for
example, can decorate their children rooms themselves because
toys and other accessories are available so substitutes of our
services are available.

EVALUATION
STAGE

EVALUATION STAGE

Marketing mix
Sales Promotion Tools
Market Research Analysis
Description of venture

MARKETING MIX
Product:
Make the fantasies of children come true.
Business aims to provide high quality interior
decorating services.
Our products which will be based on Disney themes.

All our products which will be based on Disney themes include;

Area rugs

Tables and chairs

Stationary

Wall clock

Cushions

Curtains

Lamps

Wallpapers

Bed sheets

Other accessories as per order.

Promotion:

Facebook page, with the name of Minors Kingdom. Customers can

interact with us by sending messages,.

TV add, pamphlets , broachers, magazines, poster, banner, Ad in

newspaper

Catalog

Website where customers can choose themes or make their own themes
for their children according to their interests.

Brochures, pamphlets placed at different shops of Bahria, DHA.

BROCHURE

Price:
Bed set 12,000-16,000
Tables and Chairs 3,000-4,000
Wallpaper per square ft if room size 12 by 14
= 13,000-15, 0000.
Sofa Bed 5,000 and other accessories ordered
by our client

To focus for our initial years on market

penetration.
Locanto, a competitor in Islamabad

Place:
To rent out a shop in DHA phase2-Sector C of
size about 4 Marlas.
This will cost us Rs. 40,000 monthly which is
we believe feasible and meets are needs.
Target families : mostly middle to high
income people.

SALES PROMOTION TOOLS

Above the line (ATL):
Television advertisement will be shot.
Social media , Print advertisement , Banners.
Below the line (BTL):
Coupons will be distributed with pamphlets.
For 1st two weeks we will offer free
consultancy to our customers.
Memberships will be given to our clients.

MARKET RESEARCH ANALYSIS

Sample
From 25 young couples, having children were
infants to 15 years old.
The house hold income ranged from,
Rs. 100,000-Rs. 200,000
Our participants age ranged from 20-30
years.

ANALYSIS OF THE
QUESTIONNAIRE

Do you ever purchase Disney themed

furniture and accessories?
Disney Themed Furniture and Accessories

sometimes; 32%
yes ; 44%

no; 24%

Do you like to customize your childs bedroom with

good quality furniture in a reasonable amount?

Customized Child's Room

No; 32%

Yes; 68%

How would you go about finding an interior designer

for your childs room?

Finding an Interior Designer

13%

25%

17%
Website
Facebook
46%

Newspaper
Magazine
TV Ad

What do you look for when deciding an interior

decorator?

Interior Decorator

8%

8%

Trust
Reliability
24%

Price
Quality

36%

brand name

24%

 Kids take initiative in decorating their rooms by

using Disney accessories.
Kids interested in buying Disney related stationary,
furniture and other related items.
Kids interested in Disney characters and idealize
them as their super heroes.
Appearance of kids room/daycare/nurseries is first
priority.
Married couples with small aged children.
Children between age group 5-10.
For nurseries/daycares age group 2-8 years old.
Household income of couples ranging from Rs
100,00-200,000.
Upper middle class

Geographical market all the phases and sectors of

DHA as well as Bahria town Rawalpindi.
High demand for kids interior designing in these 2
areas.
Nurseries and daycares situated in Islamabad?
Rawalpindi.

Behavior
Psychographics
Demographical
Geographical

MARKET SEGMENTATION:

PRODUCTS
Sofa Bed

Stationary
+ toys

Any other
Customized
item

Bed set

Lights

Bean bag

Disney
Notice
board

Lamps

Rugs

Cupboard

Customized
Stationary

Curtain

Bedsheet

Clock

Table
Chairs

Wallpaper

SERVICES

Interior decorating services for children

room.
Customization services on full clients choice.
Consultancy services.
Plan to provide decoration services to other
segments including offices, kitchens, master
rooms etc. (at the end of the first year).

Size of business
Size in terms of people
Size in terms of area

DEVELOPMENT
STAGE

SUPPLIERS

We have no physical plant of our own

We have subcontracted the production
process entirely to suppliers
We have our own delivery vans
- pick the products from suppliers
and deliver it to customers

SUPPLIERS
Our suppliers include:

1) China market-

Disney stationary items

Disney themed study table and chair and

beds.

2) IKON HOME-

Sofa, wall mirror, frame set,

cupboard and wall clocks.

3) Murree road furniture shops. Disney

character beans bag, cushions, bed sheets, rugs.

4) Haroons:

Lamps, wall clocks, rugs,

cushions and Disney themed accessories

OPERATION PLAN
China Market:
Disney Stationary
items, Disney
themed study
table and chairs

IKON HOMESofa, wall mirror,

frame set,
cupboard and
wall clocks.

Murree road
furniture shops.
Disney character
beans bag,
colorful tables
and chairs.

2) Orders from
Clients

Haroons. Lamp,
wall clocks, rugs,
cushions, Disney
themed
accessories,
wallpapers.

Online orders:
- Facebook page (minors
Kingdom)
-Website, choose any theme from
the given ones or customize
their own theme.

Face to face orders:

- Visit office, hours 9:00a.m-6:00p.m.
- Choose the theme accordingly from the 4
Disney themes displayed on the upper
floor.
-Customize own theme with the help of
consultant.
- Place order on the given number.

3) Advance Payment

For online
orders, through
Paypal

For face to
face orders:
credit cards,
cash

Visit to check area

Identify the
requirements

Cost required for

delivering the
furniture, van
petrol cost, drivers
pay.

Arrange the
furniture and other
required
accessories as per
requirement of the
area.

Set the area

Deliver the
furniture and
other related
items through the
delivery van.

Charge delivery
cost according to
the place.

Full Payment

Cash, credit
cards, cheques,
Paypal

FINANCIAL PLAN

B Pro Forma Income Statement

Year 1

Year 3

LAUNCH

Beta testing will be conducted before the

launch of the service company names as
Minors Kingdom.

THANK YOU