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Business Plan for

‘CAMPUS BUDDY’,

Damaninder Singh Juneja+91-9654455000

(MBA in Real Estate and Urban InfrastructureRICS School of Built EnvironmentAMITY UNIVERSITY, NOIDA)

Ajay Gupta +91-9818482435

(BBA in Construction Management,RICS School of Built EnvironmentAMITY UNIVERSITY, NOIDA)

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Table of Contents1. Executive Summary...................................................................................................................................3

1.1) Overview............................................................................................................................................3

1.2) Company Description........................................................................................................................31.3) Business Model..................................................................................................................................3

1.4) Target Market....................................................................................................................................41.5) Team..................................................................................................................................................4

1.6) Economics..........................................................................................................................................42. The Company and the Opportunity...........................................................................................................6

2.1) The Company.....................................................................................................................................62.2) Opportunity Overview (The Problem)...............................................................................................6

2.3) Overview of the Solution...................................................................................................................73. Products, Technology and/or Services, Competitive Comparisons...........................................................8

3.1) Detailed Product Description.............................................................................................................83.2) Features and Benefits of Our Solution...............................................................................................8

4. The Market.................................................................................................................................................94.1) Target Customer................................................................................................................................9

4.2) Target Customer Characteristics........................................................................................................94.3) Competition........................................................................................................................................9

4.4) Sales Projections and Estimated Market Share................................................................................105. Marketing Plan.........................................................................................................................................11

5.1) General Marketing Strategy.............................................................................................................115.2) Pricing Strategy................................................................................................................................11

5.3) Service and Support.........................................................................................................................115.4) Service..............................................................................................................................................11

6. Resources/Operations..............................................................................................................................127. Expansion Plan........................................................................................................................................12

8. Timeline of Events and Milestones..........................................................................................................138.1) Short Term Goals.............................................................................................................................13

8.2) Long Term Goals.............................................................................................................................139. Finance.....................................................................................................................................................14

9.1) Startup Budget.................................................................................................................................1410. Funding and the Offering.....................................................................................................................14

10.1) Amount of Funding Needed............................................................................................................1410.2) Likely Sources of Cash....................................................................................................................15

11. Critical Risks and Contingencies.........................................................................................................1511.1) Risk Factors.....................................................................................................................................15

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11.2) Contingency Planning:.....................................................................................................................15

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1. Executive Summary1.1) Overview

‘Campus Buddy’ is an emerging enterprise that is developing the first truly

comprehensive, integrated and personalized Mobile App based on college/campus services that

gives college students and faculties a single easy-to-use portal for day to day services and

providing assistance in Administrative, Academics and Functional services to make the

college/campus life pleasant and enjoyable.

1.2) Company DescriptionIn the journey of time, there comes a few life changing movements. Our Prime Minister

Shri Narendra Modi’s inspiring vision of a “Digital India” is one such movement. ‘Campus

Buddy’ is dedicated to realizing our Prime Minister’s vision of “Digital India”. ‘Campus

Buddy’, h a s a vision to become the premier Mobile application for providing assistance on

Administrative, Academics and daily Functional requirement services to students who have

enrolled in a university. We will do so by providing an affordable, easy-to-use Mobile

Application and try to convert the Campus into a Digital Campus that would reduce the burden

and enhance the life students and faculties engaged in a university campus.

1.3) Business Model

‘Campus Buddy’, will develop partnership with selected University Campus for content

sharing and Rights to use the Campus Land to implement the features successfully. A key

feature of our business model is providing Car & Bike Parking Slots solution to students coming

to the campus which is a cumbersome process in the morning peak hours.

When a student gets enrolled in a new University, it takes a lot of time to get themselves

familiar with the surroundings. Moreover, if this student gets stuck in a problem related to

administrative or daily functional problem, there is no centralized platform which provides help

and assistance instantly. The currently available mobile applications provide only Attendance

Monitoring Solution.

The ‘Campus Buddy’ App will be developed by combining the domain expertise of a

leading college counselor with the expertise of a leading software architect to encode more of

the analysis, decision-making, and planning than has been done with any of the currently

available solutions. The resultant Mobile App will make it possible to offer help on

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Administrative, Academics and Functional heads in a cost-effective manner and providing

comfort to the life of student and faculty engaged within Campus.

1.4) Target Market

Initially, the primary target market for this product is the approximately 40,000 students

and 1000 faculties engaged in Amity University, Noida campus. Further it would be expanded

to other amity University Campuses established in India and other College/Campus present in

India.

Key influencers of this market are the students’ parents and their high school guidance

counselors, both of whom serve as payers and distribution channels for reaching the primary

target market.

Our primary competition will come from companies with existing web-based and app-

based offerings that generally address the college attendance figures and nearby places to visit.

There are a multitude of offerings that are already in place, but No one provides a whole product

with Administration and daily Functional services assistance. For instance, “Amizoner” App &

“Amizowned” App bases on Amity University helps students calculate the number of lectures

required to attain 75% attendance in every subject.

1.5) Team

Damaninder Singh Juneja – (MBA in Real Estate and Urban Infrastructure)

Ajay Gupta – (BBA in Construction Management)

1.6) Economics

The core revenue stream for ‘Campus Buddy’, Inc. will come from month-to-month low

cost subscriptions to our service i.e. All the Administrative help required in the Campus in

addition to Reserving Car and Bike Parking Slots in a predefined zone within campus.

Secondary revenue will be generated from the delivery of optional “premium” services, which

will comprise extensions to our core offering, such as Food Delivery within the 15-acre campus,

Car and Bike cleaning, Free Photocopies, Car and Bike Breakdown Assistance within 2km

radius of campus, etc.

Based on this model, we project revenues from the first year of operation to be Rs.

11,40,000 with second and third year revenues of approximately Rs. 25,20,000 and Rs.

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41,25,000 respectively. A loss of Rs. 50,000 is projected for the first year, with net income of

Rs. 6Lakh and Rs. 17.5Lakh in the following two years.

It is anticipated that within 3-5 years’ sufficient value will have been built through the

development of the ‘Campus Buddy’ software engine and consistent growth of our subscriber

base to warrant an interest in buying the company from one of the established major players in the

industry. At Year 3, the expected net worth of the company is estimated conservatively at

Rs.10Crore.

2. The Company and the Opportunity

2.1) The Company

‘Campus Buddy’ will develop an innovative mobile-based interactive app that integrates all the

basic services and administrative and academic information necessary for day to day

functioning requirements.

Our purpose is to provide customized solutions to aid students, parents and faculties

to have a comfortable and a pleasant working environment which even reduces time

to focus on more important tasks.

2.2) Opportunity Overview (The Problem)

Whenever a student takes admission in a new university to pursue desire education beyond high

school and they will always ask the questions:

“Where is my classroom?”

“Which room and what is my seat no. during my exam?”

“Where can I find the photocopy shop?”

“How to eat food in a lunch break, if it takes 30 minutes for me to go and comeback

only?”

“What is the procedure to fill the fees in my next semester?”

“What are the places nearby to have lunch?”

“How many lectures do I need to attend to maintain 75% Attendance?”

“Where can I park the car?”

“Can I get my car cleaned when I’m busy in the campus?”

“Where is the nearest Car Repair Station?”

“Where is nearest ATM?”

The need for an integrated solution that is accessible for all college students is largely unmet

and just as students will change, so will the need, thus any solution will have to be flexible and

highly adaptable. The need for information is clearly defined and it will be up to the student and

their support group around. Our solution will help them cut through some of the irrelevant

information and show them how to focus on the information that is right for them.

For Instance, Amity University, Noida, has 248 courses running under which 40,000

approximately students enter college and 1,000 approx. faculties enter the campus. There is

a lack of an assistant who can provide help 24*7 related to functional, administrative and

academics queries.

Current environment often lacks:

Integrated information for a more complete decision-making process

A cost effective option(s) for getting the same type of personalized attention to

solve day to day problems faced in a campus.

2.3) Overview of the Solution

• Our solution is a Mobile Application based which is user-friendly and effective in

nature.

• It would be accessible to Students and Faculties with Separate Login ID’s.

• GPS Integration: The Application would help the students to reach to their desired destination

within the campus with the help of Real Time 3D maps.

• Low-cost: The Application is meant to be accessible for everyone. Premium content and

services will be offered, but at the core of the solution, every student can benefit from the

basic services provided to the students and faculties.

• Customization: The Application will offer students and faculties Built-to-Suit

packages, which gives them freedom to choose from the List of Services they would

like to pay for and get enrolled on Monthly, Quarterly and Annual Basis.

• Cashless: The Application will provide students and faculties an e-wallet which they can use

at all commercial locations present in the campus and also to pay their tuition fees for their

courses. Moreover, they could use it to avail monthly offers with selected Merchants.

3. Products, Technology and/or Services, Competitive Comparisons

3.1) Detailed Product Description

User (student) establishes an account. Tentative plan is to offer 1 month ‘Basic Services’ Free, no obligation subscription to individual users, with subsequent nominal Annual fee of approximately Rs.50.

The Application will consist of following features:

Classroom Finder

Find a Friend

Lecture Notifications

L.O.C (Attendance Required to avoid getting debarred)

Reserved Car Parking Slot

Exterior Car Cleaning

Nearby (Photocopy Shops, ATM, Gas Station, Places to eat)

Lost & Found Department

Upcoming Events

Khanna Khazana (Order food within campus)

E-Wallet

@Rent (Rent laptop, Power bank, etc.)

NFC ID Card

NFC Library Card

Student Login – the student login and dashboard by default is an unstructured look

and feel with the option to customize basic aspect of the page such as color, font,

adding pictures and small icons or images. The main focus of the student dashboard is

to allow them to express their personality. Furthermore, Add-ons will be brought to

the application, as per investment bought in to the company.

3.2) Features and Benefits of Our Solution

• Comprehensive, integrated and web-based, so it saves time and optimizes selections such as school or major

• Easy-to-use app-based user interface facilitates focus on task at hand, while providing overall context, simplifying an otherwise overwhelming process

• Step-by-step guidance empowers the usero Stores progress, preferences, permitting customized guidance and reporting and

saving time and frustration

• Low cost, easily cancelable subscription means its affordable to all including underserved populations and low risk

• Careful selection of partners providing information for the solution therefore benefiting the user by getting the “best of the best” pieces of information without being overwhelmed by too much information.

• Solution is built to draw the users (students, parents, and counselors) together therefore fostering a collaborative effort in planning and applying for college instead of the student trying to do it by him/herself or the parent getting frustrated that the student won’t participate in the process.

4. The Market

4.1) Target Customer

• Primary target customer for our product is a College Student or Faculty. This user is typically a middle class male or female, 18 – 60 years of age.

• Secondary customer/Influencers/Payerso Parents of the studento Counselors, school officials, and other organizations promoting college

attendance

4.2) Target Customer Characteristics

College Students & Faculties

Age group (18-60)

Overall Daily Attendance in the campus (More than 80%)

Typically seeks information about the Administrative Functions (eg: How to get a

Duplicate ID Card) from one of the following:

College websites

College counselors

Friends

User tracks daily Attendance Manually,

Daily Spending Power of Approximately Rs. 200

4.3) CompetitionAn overview about the competition on which the following observations can be made:

‘Campus Buddy’ provides full service across the spectrum of customer needs, and will

provide a la carte service packages.

The two applications “AMIZONER” and “AMIZOWNED” provides only

Attendance Management Assistance.

Currently there is no competition in the Selected Area due to Campus Boundaries.

There are many other free or low cost resources available to all students, but none is

comprehensive, and few provide customized guidance, so it still falls on the

student/parent to figure out and stitch together the overall solution.

With the market for college services being heavily concentrated, the barriers to entry are

simple, but the integrated solution services have higher barriers to create. Therefore, this

feature will give ‘‘Campus Buddy’’ a competitive advantage over its primary

competitors.

‘‘Campus Buddy’’ predicts that the integrated solution will create a brand name that

will make it superior over its negligible primary competition.

4.4) Sales Projections and Estimated Market ShareBased on the marketing plan and the assumptions detailed below, sales projections for three

years were estimated and summarized below.

Sales ProjectionsYear 1* Year 2 Year 3

Avg. No. Individual Students 3000 8000 19000

Avg. No. Colleges/Campus 1 2 4

Total Sales (Rupees) Rs.10,25,000 Rs.31,23,000 Rs.64,65,000

Assumptions used to derive sales projections:

Amity University agrees to lease out Parking Slots from its available parking slots on

annual basis.

Gain in subscribers by 50% after first 3 months.

Average monthly retention rate of 85% from August through March

The priority for increasing the no. of campuses will be given to Amity University

Campuses.

Decline in Business in the months of May & June

5. Marketing Plan

5.1) General Marketing Strategy Running Advertisement on Official College Website “Amizone” for 3 months.

Distributing leaflets in Parking lots spread all over the campus.

Appointing Brand Ambassadors from within the campus.

2 Banner Posters on every floor of all the buildings inside campus.

A4 stickers on Amity Private Cabs.

Leaflet distribution during New Admissions.

“Know your Buddy” booths in Cafeteria.

5.2) Pricing Strategy

Basic pricing based on monthly subscription (auto-renewable until cancellation by user)

o First month free with sign-up;o Rs.50 for Annual Subscription to Basic Serviceso Rs.500 - Rs.850 per month for Platinum Package.o Rs.1000 per month for Titanium Package.

Pricing for premium content in general to be developed based on our incremental cost of providing services as they are specifically identified.

5.3) Service and Support

• Primarily Application-based. Goal will be 24/7, although this might not be achievable

initially.

o FAQ page

o Complaint booth within campus.

o On-line “chat” regarding technical or sales questions.

5.4) Service

Web site and core ‘Campus Buddy’ software will be available on all three Platforms:

o IOS

o Android

o Windows

The application will be upgraded and improved over time, with upgrades available to all

users as they are rolled out online.

6. Resources/Operations ‘Campus Buddy’ will need the following non-financial resources to be successful:

Equipment

• ‘Campus Buddy’ estimates following requirements for hardware and office equipment:

Hardwareo Assembled Desktops – 4 needed

o Estimated Cost Rs. 30,000 per computer

Total Estimated Cost: Rs. 1,20,000

7. Expansion Plan‘Campus Buddy’ is in a unique position to be able to expand very easily as the subscriber base

grows. The first three years plans for expansion at a high level are as follows:

o Year 1: Establishment of solution in the market base and obtain a subscriber base that

equals the needed subscribers for break even. Storage capacity should be increased as

needed and enhancements to application will be rolled out on a regular software build

schedule.

o Year 2: Gain and maintain subscriber base to become profitable. There should be no

need for any new facilities, but equipment upgrades may be needed. Capturing a new

campus will be strategized. Storage capacity should be increased as needed and

enhancements to application will be rolled out on a regular software build schedule.

o Year 3: Improve profitability and continue growth of subscriber base. More focus shift

to new colleges/campus captured. There should be no need for any new facilities, but

equipment upgrades may be needed. Storage capacity should be increased as needed

and enhancements to application will be rolled out on a regular software build

schedule.

8. Timeline of Events and Milestones‘Campus Buddy’ will strive to meet the milestones by following the basic timeline below. The

timeline for ‘Campus Buddy’ is developed with major and interim milestones. Establishing

milestones will allow for accurate assessment of progress to be done on a regular basis at any

phase of the timeline. Upon decision to go forward further detail around the timeline and work

break down will need to be established specifically the product design and development. The

timeline developed maps to the above mentioned project cost and staffing lifecycle.

8.1) Short Term Goals• Establish corporate entity

• Seek initial seed funding for Planning phase and 2nd round funding for Execution phase

• Providing Employment to the uneducated people from nearby areas.

• Develop promotional advertising campaign

• Identify relevant, cost effective sponsorship opportunities

8.2) Long Term Goals• Revenue of Rs.1 Crore per year

• Position self as premier solution for all colleges across Delhi-NCR

• Sign long-term contracts with colleges nationwide• Seek the endorsement from local, state, and national governments and non-profit

organizations

• Establish a non-profit foundation and contribute a portion of revenues for college scholarships for underprivileged students

• Position the company for a strategic acquisition within 5 years.

9. Finance

9.1) Startup BudgetThe estimated budget necessary to cover the first year of operations is shown below.

First year Budget Cost

Salaries including payroll taxes for non-owner employees(software architect, web designer, counselor)

9,24,000

Local Advertising 20,000

Marketing 30,000

Accounting and legal 20,000

Rent 25,000

Internet & Telephone 10,000

App Development 1,25,000

Domain Name & Hosting 10,000

Total 11,64,000

2017 2018 2019

Revenue 11,20,000 25,20,000 41,25,000

Operating Expenses 11,64,000 19,20,000 23,75,000

Net Income -44,000 6,00,000 17,50,000

10. Funding and the Offering

10.1) Amount of Funding NeededThe company will use an owner’s capital contribution of Rs.3,00,000 to register and

establish a formal corporate entity.

The company is seeking Rs.10Lakh for its first year of operations for purposes of completing

the development of ‘Campus Buddy’.

10.2) Likely Sources of Cash‘Campus Buddy’ expects to require relatively small investments and to have growth of

about

40 percent per year. Therefore, it is anticipated that business angels will be a primary source of

funding with the owners’ capital contribution for its short term source of funding.

The owners’ capital contribution would be used to cover the company during the time

before the funding is received.

The funding received from the business angels will finish the funding of the company

and provide the necessary funds to complete software and website development and expand

the company in the market.

11. Critical Risks and Contingencies

11.1) Risk FactorsThe following major risk factors have been identified:

• Successful development of the proprietary application used to implement our methodology

• Ability to acquire partnerships for harvesting the required third party information

• Successful integration of the different resources to make our tool user friendly and comprehensive for the customer

• Ability to attract users to the trial subscription, convert sufficient numbers to the paid subscription levels, and retain subscribers as estimated.

• Successfully erecting barriers to fend off imitative efforts by established competitors, or new startups

11.2) Contingency Planning:

The following comprise the plan to mitigate the above risks.

• Careful selection of software architect/director of design team in concert with additional market research to more completely understand the needs and desires of the target customer.

• Identification of strong value propositions for identified partners to ensure their full support

• Careful monitoring and adjustment of on-line marketing efforts based on results achievedclick-through, trial subscriptions, etc.)

• Every effort will be made to protect the intellectual property