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Executive Summary……………………………………………………………2

1. The Business Description…………………………………………….....41.1 Future Plans...…………………………………………………..….41.2 Company….…………………..…………………………….......4&51.3 Mission………...……………………………………………...……51.4 Objectives ……….………………………………………….…..5&6

2. The Market and Industry……………………………………….………..62.1 General Information …………………………………...…………..62.2 Competitors………...……………………………………..……7&82.3 The Customers……………………………………….…7,8,9,10&11

3. Marketing and Sales………….…………………………..…………….133.1 Market Information…………………………….…………,11,12&133.2 Marketing Strategy…………………………………..……13,14&153.3 Sales Plan……………………………………………..……16,17&183.4 Products and Services……………………………………………...19

4. Operation ………………………………………………...……………..204.1 Operation strategy …………………………………………………204.2 Location………………………………………………….………...204.3 Management team, payment and incentives …………...………….204.4 Staffing Requirements……………………………………..………204.5 Key Milestones .……………………………………………....21&224.6 Risk………………………………………………………..…..22&23

5. Financial………………………………………………………………..235.1 Personal Financial Statement……………………………………...235.2 Start-up expenses and Capitalisation…………………………23&24

Reference…………………………………………………………………25

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Executive Summary

Company

Dar ALSaraya Cash Technology Solutions Company will be located in Tripoli-Libya. In addition, The Company will be wholly owned and operated by Mr Salem Naamat and his excellent staff. Company will have to deliver a good product for the Libyan market and the company also focused for the future plan that to expand the company and growth the business.

Products

The company will deliver Banknote Counter that give the customer opportunity to save their time for counting the daily income. Also, the product will have a good features that enable the company to compete other competitors. The product has a good quality as the brand is German brand. In addition as the company have already planned for future expand business to be enable deliver different products of new technology.

Market

Regarding to our research we found that there is big opportunity to start sell this product as regarding to our research we found that the market size is very big and we have noticed that if we start stablish the product then the high growth business will be successful. We found that we have two main competitor companies that we will be compete them. However, the price we will be staring with this product will be very good compare by them as their prices is very high. Also, we found that the main customers for this kind of products are banks, retailers, money shops and other. Regarding to research with these customers we found that the demand of this product is very high by these customers as this is telling us as the company the product will be highly successful.

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Financial

As the company we have already secured our fund of the business from the owner of the company that will be established Mr Salem Naamat will start to invest of this business by €100,000 which is this will be good for starting as the company. Also, we have done forecasting budgets for the all expenditures that we need and the all expecting sells of the products for 5 years coming. The first year we found that we will make net profit of € 58,844, the second year found that will make of € 104,324, the third year found that will make of € 137,950, the fourth year found that will make of € 182,467 and the final forecasting year found that will make of € 229,484. All of these expecting income compared by demand of the market size.

Operations

Operation would start with our team of four, Manager of the company Mr Salem Naamat, The marketing and sales will be Mr Moftath Aburziza and Mr Salem Naamat, The financial manager and Accounting will be Dr Nouri AlKassah and finally the technical manager will be Mr Adel Youssusf. These are the main our team operation in the company that will be start with. Also, we have already have looked to our main risk that we might expecting happen with us during working in the company and starting the business. However, we have already found the solution of these risks.

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1. Business Description:

As we have done some research regarding the country that we will start work in it, we found that there is a high of using cash money in the Libyan market for long term, especially after old regime had completely changed in 2011 which this is increasing the cash in hands and one of the main target for us is that to provide a product to saving time for customer and check if these money are not fake. Then we found very good brand calling CASHWORKA PROCOIN, producing their products in Germany as the company is German company and we are still working to sign agreement with them for long time to be present them in Libyan Market. Also, the company can provide one of the best Banknote Counter to count your money and saving your time and make sure that is your money is not fake.

The Product is Banknote Counter for a daily use as if you have a high daily income and you want to save your time and check if this money is not fake front of your customers, as just you will use this machine to save your time and check.

1.1These new future plans for my business and company in future to be expanded and deliver more services and reached more income.

This’s just one step of my target as I will use this product Banknote Counter to make money and increase my income to develop my company as then I will try to focus on new CASH Technology solutions for examples

Financial Institutions (Assisted Service and Teller cash recyclers)

Retail (Retail point of sale and Retail back office)

CIT / Cash Centres (Note counters, Note sorters and Coin solutions)

OEM (OEM cash dispensing, Cash deposit and New technologies)

1.2 The Company

Dar ALSaraya Cash Technology Solutions Company will be located in Tripoli-Libya. The company will be wholly owned and operated by Salem Naamat and his excellent staff and the company will be focusing to sell banknote counter as one of the best solution for Libyan market as nowadays in Libya is using cash money in hands more than other sources of technology payment.

The company will be registered under of Libyan law on the name of Dar ALSaraya Cash Technology Solution Company. Ltd and we will have file number in Libyan Ministry of Economic.

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As we in company we will provide one of these solutions to save time for customers and saving their money from fake money by checking on the banknote counter scan.

Furthermore, the company will have excellent strategy and plan for future to provide different solution of cash technology. As our main expectation that in the future the Libyan market will be improving for new technology and will start to reduce using cash in hands but this is will be in future that mean maybe from now until 15 years later then we already as a company we have planned for that future to use new technology payment for that time such as 1- Retail point of sale and Retail back office 2- OEM cash dispensing, Cash deposit and New technologies 3- ATM machine. All of these new technologies are not available for Libyan market now and before. That is telling us the future must be prepared from now. Also as we are lucky in our company because of the company that we distribute behalf of them that they supply these new technology and then in future very

easy to bring these new technology to Libyan market when be ready for new technology.

1.3 Mission

My Mission is that to helping my customers automate their cash processes to increase high efficiency, enhance security and to provide them high quality, prices and services.

Also, we will be mindful of the well-being of our customers and staff– treating each and everyone with dignity and respect.

1.4 Objectives

These are the main our objectives as the company to be in best position.

1. Profitability: our target that is controlling the cost in both production and operations while maintaining the profit margin on products sold.

2. Customer services: The aim of our company is that to make all our customers are feeling happy by taken care of them and provide best customers services.

3. Employee retention: The aim of the company is that to make our employee have a good lifestyle during working in our company as to receive a high work for long term for the company.

4. Productivity: Our aim that to provide all the best resources and training for our employee to achieve a high demand of productivity.

5. Growth: As in our company, we already planned to make new future products to keep our company growth and to achieve a high value of company growth.

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6. Maintain financing: The aim of our company that to keep our maintain of cash flow needs and expanded the finance organization to keep always being in growth way.

7. Change Management: The best plan for our company that is to make future change of management is to create a dynamic organisation that is prepared to meet the challenges of our industry plan.

2. The Market and Industry

2.1 General Information about Libya

Just let me give you little information about Libya is a region of North Africa, bordered by the Mediterranean Sea to the north, Egypt to the east, Sudan to the South, Chad and Niger to the south and Algeria and Tunisia to the west. In addition, Libya is a large country with a population of 7 422 772 (2011), 90% of whom live in the coastal 10% of the land area.

Libya covers an area of 1 750 000 km2 and has 1700 km of coastal frontiers. In addition, a rich country with high oil revenues, it is an Attractive destination for workers from the neighbouring Arab states. Libya is the fourth largest country in Africa. The Capital of Libya is Calling Tripoli as where is a big market and as this market supply to all other parts of Libya.

Libya is an upper-middle income country, with the highest per capita gross domestic product (GDP) in Africa as a result of the oil resources. Annual growth in GDP averaged 7.99% from 2000 to 2012 and it reached 122% in December 2012 following a fall of 60% in December of 2011 as reported by the Central Bank of Libya. Annual economic growth fell again to -6% in 2013 due to political instability, but World Bank forecasts from the World Development Index gave expected growth of

23% in 2014. The Gross Domestic Product-GDP is USD 51.4 billion (2017, estimate)1.

Furthermore, the main resources of Libyan country are oil, gas and gold2. Libya has the 9th largest proven oil reserves of any country in the world.

As Central Bank of Libyan announced in news in 2017 and even recently in this year 2018 that there

is high cash in Libyan Market .The Cash in Libyan market around 27.1 billion3 . Which this is one of the main reason that encourage us as a company to sell this product because there is a high demand of using cash in Libyan market.

Regarding of our research about Libyan Market, we found that the main user of Banknote Counter are Banks, finical companies, private companies, motor car exhibition, Retailers, Money shops and any other types of shops has a lot of daily or weekly income of money.

1 https://www.gfmag.com/global-data/country-data/libya-gdp-country-report 2 http://geab.eu/en/top-10-countries-with-the-worlds-biggest-oil-reserves/ 3 https://www.alaraby.co.uk/economy/2017/8/27/ -27 ليبيا - - - - - المتداولة- النقد أوراق حجم دينار مليار

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2.2 Competitors

Regarding to our research as a company to find out who our competitor in Libyan Market and what is the quality price and brands they hold it. Currently, there is a different companies are selling Banknote counter. However, we found that there is a two main competitor with a high quality, brand and prices, which we found that how are these two main companies are making different than our brand as we will introduce it to Libyan Marketing and try find the high demand of customer with the main two competitor.

Direct Competitors 1. Glory Company

The first main Competitor in Libyan Market for Banknote counter is a Glory Company4, which is high brand of quality and at the same time high price for Libyan market has been selling. Also, regarding our research we found that the Glory Company is selling their products in Libyan Market with high price and as their products are not suitable with shops, hotels and others because of the price of the machine is too high for these customers. However, the main customer for this company is a bank as they have been servicing for a long time in Libyan Market and have relationships with Banks.

2. Bellcon Company

The second main Competitor in Libyan Market is a Bellcon Company5, this company has been selling banknote counter with less price compare by Glory company but at the same time is still the price for Bellcon is a high as we found in Libyan Market. Also in this brand is with good quality servicing in the market as the customers are buying this brand because is still have a good quality and lower price compare by Glory Company which is provide with higher price in Libyan Market.

4 http://corporate.glory-global.com/ 5 https://bellcon.com/

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3. Cash Work Company

However, after our research has been done regarding these main competitors, we found that in our new brand which we will soon to start selling in the whole Libyan Market that is our brand can be compete them as our brand has a good high of quality and with very suitable price compare by them as at the same time we will give long term of warranty for example one year or 18 months, which is that we can encourage all other customers to be satisfy with our brand because of enough warranty that customer can feel secured their money and not wasted. On the other hand, the two main competitors are giving from 6 to 10 months of warranty for customers. In addition, that is our brand can give high features of securities of checking money by counting them and make sure that these money are real and not fake, which is by this features will encourage our customers to buy our

brand6 because of this feature will find it just with a high brand of quality like as the main competitors has it.

Indirect Competitor

The other competitors are normally companies which have been made it by chaines companies as normal companies without high quality as cheaper product. As there is no a high quality of these brand and even there is no brand name of these machines in Libyan market. Of course that these normal machines are selling with cheaper price but there is no any warranty of these machines is giving by supplier.

2.3 The Customers

As we have done some market consumer search for Libyan Market, we found that many of different consumers who’s using this kind of machine and just from this following diagram that to show you who is the main customers are looking for this kind of product and spend a lot of money on this product as they use it a lot during the year.

6 https://cashwork.de/

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2014 2015 2016 -

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Market DynamicUn

its

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20%

45%

30%

5%

Consumers

Retails Banks

Money Shops Other

These research based on questionnaire we have done to ask these main customers and we found these figures are nearly in fact based on 2014,2015 and 2016 years bough this product by these main customers.

As we can see the main customer for Banknote counter in Libyan market is banks, as Libya is very rich country and there are many banks are using nowadays in this counter to make a lot of money and based on their work they need Banknote counter to counter their daily income. We found that banks bought Banknote counter in 2014- 6011, 2015-6133 and 2016- 6456 machines. Which that is mean give us very big opportunity to start introduce our brand in Libyan Market and we can sell this product as the opportunity is very big to buy our brand as the demand of Banknote Counter is very high.

The second main customers in Libyan market is Money shops for example, Western union, MoneyGram and there different offices of Local money shops. Regarding of these shops we found these shops bought Banknote Counter in 2014-4007, 2015-4089 and 2016-4304 machines, regarding of these purchases we found that we can make a good work with these shops as we can easily contact them and introduce our brand to them and give them good warranty to encourage them to buy our brand as they bought very enough machines in 2014, 2015 and 2016.

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The third customers for Banknote Counter is Retailers in Libyan Market there are many retailers have to use Banknote counter as they have daily income and want to save their time to count these money, as we can see from dynamic research that retailers bought in 2014-2671, 2015-2726 and 2016-6456 machines. Regarding with these purchases that telling us Retailers one of the main our customers will be during to start introducing and selling our brand in Libyan Market. However, there are still other customers who are buying these machines in Libyan market for example Restaurants, Hotels and Petrol station. As figures in 2014-668, 2015-681 and 2016-717 machines.

Regarding of these research we found that there is big opportunity to start sell our product and making money after we have seen these figures of purchases of this kind of product and as at the first time of start selling our product, we found that our strategy will focus on these customers, Money Shops and Retailers, as these customers are very easy to get contact with them and we knew all the places where they have to go to find Banknote Counter to buy. Because in Libyan Market if any customers are wanting to buy Banknote counter have to go Stationery shops as these shops are only sell banknote counter in Libyan Market and then as this is good point for us, as our company is part of stationery company in Libyan market and we have strong relationship with most of stationery shops in Libya and we will sell our banknote counter to these stationery in whole of the Libya market and then they will sell this product behalf of us as this brand we are the only one can sell to all Libyan market as we are going to sign soon agreements of franchise with Cash-Work in Germany and then we will be the only one can sell this brand in the whole of Libyan market.

Also, we will try to introduce our brand to all Libyan banks to encourage them buy our product and at the same time stationery shops will sell our product to banks behalf of us as banks in Libya, every bank is buying by their own self which is this will be very good for us as our company have very strong relationship and communication with stationery shops and then stationery shops have good relationship and communication with different kind of customers in Libyan Market and of course banks will be the main customers for them as banks need to buy different kind of products to buy from stationery shops for example A4 Paper, files, office equipment and different items.

3 Marketing and Sales

3.1 Market Information

As the company we already collected different information for the Libyan market about consist of how many banks, retailers, money shops, pricing, product development, destruction, packaging, advertising and promotion.

We have found main banks in the Libyan market and how many branches have.

1. Central Bank Of Libya 2. Amman Bank for Commerce & Development: Have 120 branches in the whole of Libya 3. Jamahiriya Bank: have 230 branches 4. National Commercial Bank: have around 100 branches

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5. Al-Wafa Bank: have 10 branches 6. Aleejmaa Alarabi Bank: have 60 branches 7. Libyan Development Bank: have 40 branches 8. National Banking Corporation: have 80 branches 9. Sahara Bank: have 30 branches 10. Alsaraya Trading And Devolpment Bank: have 15 branches 11. Wahda Bank: 70 branches 12. Savings and Real Estate Bank of Libya: have 40 branches 13. National Agricultural Bank of Libya: 60 branches

Regarding to our research in the Libyan market we found there are many of retailers are working in Libya up to 2500 retailers regarding to Libyan economic ministry as registered these retailers there. Also they told us that there is around 400 branches of money shops. Which from these all information tell us that there is a big opportunity to start up with our product.

As regarding to all the information that we collected about the Libyan market we found that we can make very successful business for our company and also we will use the 5 forces regarding our market information

A Five Forces

1. Threat of New Entrants: as the company we planned that might be new entrants of product and we already took our advance risk if is there any risk from new entrants for example we can reduce the price of our product and we can also increase our warranty for longer period to compete the new entrants. In addition if there is any new technology of the product

Rivalry

Threat of New Entrants

Supplier Power

Substitutes

Buyer Power

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entrants then we have already planned that to stablish the new development of the company that we distributed behalf of them in Libyan market.

2. Buyer Power: the company have looked up that we can take care of our customer power in quality of the product that we can deliver to them and also the long offer available to make sure that our customer be confident and happy with us for example if this time bought one machine from us then next time will get discount on the next buying of the machine.

3. Supplier Power: we as the company we will make sure to make very good relationship with our supplier to encourage them always to deliver us the product on the time and then we can reduce the risk of the supplier.

4. Rivalry: regarding to our market research for Libyan market, we found that there is no a high market competition as the Libyan market not have enough companies due to Libyan Government rules can not allowed to any foreign investor enter Libyan market without Libyan partnerships. As regarding all of these issues we found that as a Libyan company we can compete current competitor by price, quality and our relationship communication with Libyan government and customers.

5. Substitutes: as the company we have already taken in our plan that maybe threat of substitute of our product by another product. However, we have done some research about why customer will switch to another company and then we found that because of quality, price, customer services and new technology. All of these threats we found that we will make sure for our customer not be switching to another company or leaving us, as we will be sure to deliver very good service for our customer and reduce the risk of threat substitutes.

3.2 Marketing Strategy

1. Introduction

Regarding to our research we found that in Libyan market has very huge of using cash in Libyan market from many years until now still Libyan market is using cash for dealing with their services. Also, regarding with the situation in Libyan these years we found that the central bank of Libya is announced last year 2017 that is very huge of cash in the Libyan market still around, as central bank

announced around 27.1 billion in the market of Libyan currency7. In addition, from these research we expect that we are in very strong position to start introduce our product and start sell this product as there is very large of cash amount are using in Libyan market.

7 https://www.alaraby.co.uk/economy/2017/8/27/ -27 ليبيا - - - - - المتداولة- النقد أوراق حجم دينار مليار

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2. Marketing Segmentation Strategy

We will have to look different target market to be in the right way of introducing our product as

following diagram shows that our main target markets are 8

Price: the main target for us to provide very suitable price with the same time of good quality that our consumer can find in our product has good price and good quality at the same time.

Product: main target that deliver very good product and quality to be suitable for the consumer and can compete the other competitor.

Place: main point for us as a company that will provide our product inside the whole of the market and can be find it everywhere and be very easy to find it by consumer.

People: The main target that we will provide very successful team of management and customer services for both of them our team sales and customer.

Promotion: To compete other competitor those main ways have to be using advertising, Personal Selling and Social Media to introduce our product everywhere in the market and be easy to know it by customer.

Process: As the main way have to make sure that all our services must be in right process and develop it always to be in good way of communication and process.

Physical Environments: As the company the other thing is important that to provide very suitable environment to have successful business.

8 https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-marketing-mix---from-4-p-s-to-7-p-s

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Marketing segmentations Strategy Diagram

People:

Employees Management Culture Customer

Services

Process:

How are services consumed

Product:

Design Technology Quality Packaging Warranties

Target

Market

Promotion:

Advertising Special Offers Direct mailing

and calling Free gifts Competitions

Physical Environment:

Facilities Interface Comfort

Place:

Retail Wholesalers Internet Direct Sales Peer to Peer

Price:

Penetration strategy

Cost-Plus Loss Leader

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3.3 Sales

1. Sales Strategy

Dar ALSaraya Cash Technology Solutions Company will use to sell our product to these main customers banks, retailers and money shops as regarding to our research we found these are the main target for our sales plan. The main sales strategy that will have to communicate with these targets by sales personal from our team of sales and start introduce our product to them and encourage them to buy it (Face to Face). Also, to keep our sales increasing we will have as a company will be expected to turn in weekly call reports outlining initial contacts.

Customer service is the most important strategy for our company as we have to focus on our management team and team sales that can provide very successful job of sales and can reach all our target customers and increase the demand of sales to increase our profitability as the main target for the company. However, the same time when we increase our demand of sales then we will increase the income of our employees and encourage them to increase the demand of hospitality of

our main customer.

SWOT Analysis

Strengths > Capital Budget > Franshise > Location> Warranty > Communications and relationship

Weakness> Transportation > Lack Of Employee > Delay of Spare Parts > Increasing costs and reducing profits

Opportunity> Agreement with coustomer> Expand Company > Update and Adapting New Techonology > High Growth Economy

Threats> Economic Change > Exhange Rate > Competitors of New technology > Competitors of New Prices > Centeral Bank change Banknote

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Strengths 1. Capital Budget: The main strength for our company is that we have already secured and

saved the capital budget which is will use to operate in this company.2. Franchise: The other main strength that we are working to sign long agreement with best

German company that is producing Banknote counter and other technology. This is will give us a bigger opportunity to be the only one can be distributing German brand.

3. Location: As regarding to our business which is will be starting in the main location for Libyan market, which is will be very great opportunity to be located in the place where is industry marketing it. The central offices of banks and retailers will be in the same location where we are as a company.

4. Warranty: regarding to our research we found that the other competitors provide 6 to 10 months of warranty. As we a company we found that we can give warranty to the customer one year or we can give more to 18 months and then easily we can compete the other competitors.

5. Communications and Relationship: regarding to the relationship of the owner of our company that will be very strong target to use these communications and relationship for us as the company to make long agreement with banks and Retailers to service them our products.

Weakness 1. Transportation: this is the main weakness for us as the company, transportation when we

have urgent order from far location and the order is seeking to buy more than we have in stock in that location and the order is very urgent then we need to be very fast to answer this order from the main storage as the company then we can use another solution like Flight transportation will be on the time.

2. Lack of Employee. This is another problem for us as the company the lack of technical engineering staff that we might expect happen to us in the future as we face some technical problem with our machine. The solution for this problem that we have discussed with the main company in Germany to provide us some training for our new hire technical engineering staff and the German company told us more than welcome to give us some training for our staff to be update as new technology.

3. Delay of Spare parts: we might find some issue in the future for our products and need urgent spare parts to solve these issues. The solution for this problem that we have to order in front more spare parts to be in secured side if there is any problem in any of the product. Also, if there is any machine need to repair and we do not have the spare parts right now then we can give our customer new machines from us that can use it until we repair the old machine which then we make good customer services.

4. Increasing costs and reducing profits: this is the other weakness for us as the company that we might face issue for increasing the cost of the product which we are going to buy it from Germany. For us as the company we have to look forward every New Year to make sure the product will be the same cost of the whole same year to save and secure our reputation with the customer and make sure the price will not increase accidentally.

Opportunity 1. Agreement with customer: we are seeking in the company that we will receive very great

opportunity to sign agreement with the main offices of the banks and retailers to buy our product for long term.

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2. Expand Company: The other main opportunity that we are expecting to expand our company to start improving and selling our new technology of products.

3. Update and adapting new technology: the other greater opportunity that is to update and adapt with the new technology of products and to keep improves of the company of the new technology.

4. High Growth Economy: We are seeking in the Libyan market that there will be very high growth economy in the future and this is will be very good chance to increase our capability of the company and be very big organisation form this chance as the company expectation.

Threats 1. Economic change: There is some risk may be happen that the economy will be change as

slowdown and this is will affect us as the company. The solution will be taken to save our company on the time of this situation; there is no solution that we can make from now this is will be update on the time.

Exchange Rate: there is might be expectation that will be some increasing of the international currency that we have to buy in the future. The solution of the increase exchange rate that we have to hedge the currency with banks to secure our self as the company from increasing very high in exchange rate.

Competitor with new technology: there is might be threats from competitor that starting disturb new technology that we have not distributing yet, the solution for this as the company we have to be follow up and update with the marketing to be sure what products is there in the marketing and then we can see what we can compete other competitor.

Competitor of new price. This is another threat for us as we have to be update of the marketing prices of the similar company of our product and then we have to be focusing how our prices to compete them.

Central Bank change Banknote: We might expect that the central bank of Libya might be change the banknote in the future and then we have to be aware of this changes as we have to update the new software technology of the machines that are sold in the market and update new machines.

2. Sales Program

We will encourage our employees to grow our customer base and provide incentives and regular bonuses to employees for referrals and repeat customers. These initiatives are still in the planning stages as we gear up to hire and staff. They will play an active role in our employee culture.

We also will use subcontract sales with our employee of company that when they sell more and more will receive more bonuses depend on how much they sold which this will increase our sales and activity of our employees working.

In addition that we will provide very good discount to our customers that when they buy some large amount of our products or when they become very long-term customers that we will have our program sales should be more friendly and loyalty to our customer as we have been for long term relationship.

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3.3. Product and Services

We as a company that we will start to distribute the banknote counter in the whole Libyan Market and this is will be the main our product as now and we will provide different services that can make sure that our products can be compete other competitors products and at the same time we will make sure that as the company to provide very good services for our customers and we will be sure to satisfy all our customer

1. About Products

We will start distributing Banknote counter in the Libyan market and this product will have very good quality and services.

Up to 1,500 Banknotes per minute Up to 6 different currencies Checking of pre-sorted banknotes Validation of security features Multi-value balancing for faster cash balance

2. Future Products Plan

As the company we are going now to start just by one type of product to focus on and try to provide good services and quality for this product. However we are planning in the future we will expand our business and company to provide more different products and technology that can enable us to be very strong and bigger company and at the same time we can provide very good services and quality to all our pervious and new customers. Just look to the following planning for the future product which we have planned already from now.

Retail (Retail point of sale and Retail back office) Financial Institutions (Assisted Service and Teller cash recyclers) CIT / Cash Centres (Note counters, Note sorters and Coin solutions) OEM (OEM cash dispensing, Cash deposit and New technologies)

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4. Operations

4.1 Operation strategy

There would be six working days in a week from Saturday to Thursday with working hours from 9 am to 4pm. As the private Libyan market working more days than government days. We will keep our operations and implementation can be in the safe side for such as inventory, Location, Procurement, and product design. Also a customer service we will have to take care for both of them that our customer and our staff. In addition there is will be special care for advertisement for our company that would be word of mouth would be our main means, of reaching out to the Libyan consumer as the reputation of the company will be very important in the Libyan Market. Then we will use the other alternative for advertisement such as media (TV, Social Media, Exhibitions and Events, billboard posters and flyers and office meeting).

4.2 Location

The main point for us as the company that we keep always to be close to the whole of the main market and can be easily to reach us by all customers and at the same time that our staff. The facility of our location now in the good place as we have very good and suitable office which has a parking, a spacious customer care unit, administrative offices and other facility.

4.3 Management team, payment and incentives.

We will have different group of employee that will be working in the company and will be in different positions to make sure everything be in the right side. The following team are

The main manager and owner of the company will be Mr Salem Naamat and at the same time will be in team sales Marketing and Sales

Mr Moftath Aburziza and Mr Salem Naamat The financial Manager and Accounting

Dr Nouri AlKassah The technical manager

Mr Adel Youssusf

Payment and Incentives

We are planning in our company that we will make sure that our Employees would be paid monthly and there is no delate to make sure that they can increase their working and capability. Also, we designed in the company that we will give rewards to incentives our staff and increase their loyalty of the company

4.4 Recruiting new employees

We are expecting that in the future we will be expanding our company and business and then we need to recruit more employees to adapt our expanding business. Also, we will provide training for the new graduation from the university as we plan to hire them in our company for long term.

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4.5 Key Milestones

Pre-launch Franchise Agreement: We as a company that we are going to start with sign agreement

with our supplier as to start sell our product in the Libyan market and this is the first main things that we need to do as a company to start up.

Licenses: As the company that we are going to export our products from outside of the Libyan country, then we need as a company to be registered under of the Libyan law as to use it as a company that when we export goods from outside the country and start sell the products inside of the Libyan market. However, we as a company already that started to register our company to be legal and allowed to start export our products.

Location: The main things that we should be looked as a company that the location where to be our company and to be close to the whole of the most important marketing, as the market is mostly in the capital in Libya, we have already found our place to be run in it as a company in the capital and be close to the whole most important marketing.

Staff Requirement: As we are going to sell Banknote Counter then we need to repair and update the software of these machines and the most important that we need technical engineer that be able to update and repair this machine for the company when we start, we already found our technical engineer that we will be able to work with our team in the company. In addition our plan that in the future we will keep hire more new graduate student and we will send them to have a good training with our supplier to keep always be updated with new technology and be always as the company be in the safe side.

Post-launch Marketing: As the company we must be using new social media to attack all our

customer and we will have big marketing campaign to start introduce our product and quality that we are going to distributed.

Pre-launch

Franshise agreement Licenses Location Staff requirement

Post-launch

Marketing Update software Communication Customer services

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Update Software: The most important thing that we need to always keep aware of that need to be update of our software technology to our products and keep our customer always be happy.

Communication: We need that always keep update our communication and relationship in the Libyan market to keep us always in good level of selling the product and achieve our target in the company. The good way of our company that we have already very good powerful people are relative to our manager that we are going to build our strong relationship in the Libyan Market.

Customer Services: The other main things that must be always in mind we have to keep our customer happy by providing them good services and care. Also, we will keep to train our staff to be updated how to take care of our customer and give them good quality of services.

4.6 Risk As the company we have found the main risks that can affect our business that is our supplier, as the company we might expect that supplier stop selling us or go to bankruptcy which is this will affect us as the company. However, we find as a solution plan for the company that we are looking from now for another different supplier that can sell to us same machine and to avoid this risk, as the company we have found from now three different companies that can sell to us and sign agreement with them and at the same time we will still with this main supplier that we are already agreed with it, this is just to reduce the risk and have different name brands in our company.Types of Risk

Internal Risk 1. Supplier: Now we do have just one supplier and this is will be very big risk

for us as the company and we have plan that if there is any risk that happen with our supplier for example if the supplier do not sell us anymore or if there is anything happen with them and went to bankruptcy. Our solution and plan from now for our company that we are still working for another three different agreements with another suppliers that can provide us same product and quality then at the same time we will sell different brands in the same product which this can protect us from any risk from any supplier.

2. Technical engineer: This is another risk that we might face in the future that will be lack of technical engineer, we planned that we will have employee more professional technical people and train them with our supplier to reduce the risk for repairing our products. Also, if there is any lack of technical staff when we have issue with the product then we have urgent solution that we can replace the product by new one until we solve the old one.

External Risk 1. Exchange Rate: As our product that will be exporting from outside of the

country then we need to buy the product from international currency which we might expect that we are going to face issue with the increase of the

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currency and this is will affect us and will increase our price of the product but might huge increase with exchange rate then we need to hedge exchange rate with the banks and to reduce the risk of increasing the exchange rate and save our product price with the customers.

2. Economic Activity Slow down: We expect that might be facing any economic slowdown and this is will affect us to increase our business and expand the company, then we need to reduce this risk that we need to reduce all our expenditures in the company to keep us from bankruptcy For example we might to reduce our staff that which is not important.

5. Financial information

5.1 Personal Financial Statement

As the company have been built from our owner manager Mr Naamat and he already provided his own financial to start the company is working and also he use his assets such as building then as the company we do not need to rent place for using as office and storage as this is already provided by the owner of the company. Also, Management believes that the initial funding of €100,000 thousands will be adequate to carry the company through the initial profitability and this amount which we need as the company is already secured by the owner of the company.

5.2 Start-up Expenses and Capitalisation

We have done different research about all what will cost us and the demand of the Libyan market taken every year. Also we as a company we have done forecasting budget for different years and we expecting all the following sell and cost company by the market demand and cost.

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Years 2019 2020 2021 2022 2023

Market Size (units) 14,347 14,777

15,220

15,677

16,147

Budgeted Sales (unit) 430 591

761

941

1,130

Market Share 3% 4.00% 5.00% 6.00% 7.00%Revenue € 258,240 € 354,650 € 456,611 € 564,372 € 678,187COGS € 102,435 € 140,678 € 181,123 € 223,867 € 269,014Purchase € 93,827 € 128,856 € 165,902 €205,055 €246,408Transport € 6,456 € 8,866 € 11,415 € 14,109 € 16,955Duty € 2,152 € 2,955 € 3,805 € 4,703 € 5,652Gross Profit 155,805 213,972 275,489 340,504 409,173GP Margin 60% 60% 60% 60% 60%

Wages € 45,000 € 45,000 € 55,000 € 55,000 € 55,000Bonus € 5,165 € 7,093 € 9,132 € 11,287 € 13,564Marketing € 15,000 € 12,912 € 17,732 € 22,831 € 28,219

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warranties € 7,747 € 10,639 € 13,698 € 16,931 € 20,346Rent € 5,000 € 5,000 € 5,000 € 5,000 € 5,000Utilities € 1,000 € 1,000 € 1,000 € 1,000 € 1,000Office cost € 2,500 € 2,500 € 2,500 € 2,500 € 2,500Delivery cost € 5,165 € 7,093 € 9,132 € 11,287 € 13,564Total OpEx € 86,577 € 91,237 € 113,195 € 125,837 € 139,192EBITDA € 69,228 € 122,734 € 162,294 € 214,668 € 269,981Amortization € 0 € 0 € 0 € 0 € 0EBIT € 69,228 € 122,734 € 162,294 € 214,668 € 269,981%EBIT € 69,228 € 122,734 € 162,294 € 214,668 € 269,981Tax 15% € 10,384 € 18,410 € 24,344 € 32,200 € 40,497Net Profit € 58,844 € 104,324 € 137,950 € 182,467 € 229,484Net Profit Margin 38% 49% 50% 54% 56%

Reference

1. https://www.gfmag.com/global-data/country-data/libya-gdp-country-report 2. http://geab.eu/en/top-10-countries-with-the-worlds-biggest-oil-reserves/ 3. https://www.alaraby.co.uk/economy/2017/8/27/ -27 ليبيا - - - حجم- دينار مليار

- المتداولة- النقد أوراق4. http://corporate.glory-global.com/ 5. https://bellcon.com/ 6. https://cashwork.de/ 7. https://www.alaraby.co.uk/economy/2017/8/27/ -27 ليبيا - - - حجم- دينار مليار

- المتداولة- النقد أوراق8. https://www.professionalacademy.com/blogs-and-advice/marketing-

theories---the-marketing-mix---from-4-p-s-to-7-p-s

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9. http://www.jbank.ly/Branches.asp 10.https://cbl.gov.ly/ 11.https://ncb.ly/ATM_Branch_Locator.aspx 12. http://www.wahdabank.com.ly/ar/index.php/branches/tripoli-branchs 13.https://saharabank.ly/ 14.https://nab.ly/en/locations/ 15.https://alwahabank.com/ 16.http://www.amanbank.ly/ar/information.aspx 17.http://www.alwafabank.com/mang.html 18.http://assaraybank.com/ 19.http://www.fglb.ly/arabic.html 20.http://www.acb.ly/ 21.http://ar.ubci-libya.com/ 22.https://bcd.ly/