Heaven Dream

Limited

Page
Page i
 Dedication
To our Parents and our Teachers and a sophisticated person Mr.IdreesAwan, a kind and nice
person who give us golden chance to develop our capability and skills of administration and
management in the practical environment of different business organizations GOD BLESSES
THEM.

Page ii
 Acknowledgement

All acclamations are to Allah, who is the most compassionate, the most merciful and beneficent.
Who has created this world with billions of varieties, starting from the minutest particle atom and
the vast galaxies and nebulas. The huge effort went into the creation of this project. We would
particularly like to thank to our teachers for their extreme helpful and detailed reviews.
We would also like to thank Mr. IdreesAwan for his many helpful suggestions during the
development of this project.

Page iii
Table of contents
Executive Summary ...................................................................................................1
Industry Overview......................................................................................................3
Heaven Dream Ltd. ....................................................................................................6
Competitive Analysis .................................................................................................8
Target Market ...........................................................................................................11
SWOT Analysis .......................................................................................................13
Pest Analysis ............................................................................................................15
Porter Five Forces Model.........................................................................................16
Promotional strategy ................................................................................................18
7 Ps Of Service .......................................................................................................20
Price..........................................................................................................................22
Operation Suppliers..................................................................................................30
Operating Regulations..............................................................................................31
Manufacturing Plan ..................................................................................................32
HR Plan ....................................................................................................................35

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 Executive Summary
Demographics of Pakistan is changing because education level increased and young people are
more than old peoples so they like new trends decision making is shifting from men centric to
women centric or in between them. So everyone like the well-constructed and designed house
which is far better than previous house making techniques.

New technologies now involved in construction which are costly mapping procedures also
include high-tech machinery and designing also include virtual design facilities to use all these
facilities a freelancer is not capable to do so. Gap which other firms are creating is biggest
opportunity for us like rapidly increasing market, large number of potential customers, to
become leading company to provide all these facilities, big profit margin, Future Growth and
Gain benefit from Pak-China economic corridor
We are providing all solutions under one roof and providing loan to our customers and also
provide after sale service in shape of one year external repair guarantee. Multiple solutions under
one roofSpecialized work teams, State of the art architecture designing facility and 3D
technology used for mapping etc.
Success factors that we are projected are Awareness, Use of technology, Innovation and
Customer value preference.

Our target market is upper middle and upper class that prefer construction firms to build their
houses and offices. People who like to spend luxury life style are our customer. We are a service
provider and usually every family build house one time so at average every customer uses our
service once in a lifetime.

We have 2 types of competitors 1 are direct competitor and other are indirect competitors. Direct
competitors are also two types one who work as developers and other who construct on order.
Our service has a unique differentiation as compared to all of these competitors. But our major
focus is on housing sector. We also provide after sales services in form of one year external
repair and maintenance.

Page 1
Our main purpose of campaign is to generate awareness among our customer and establish our
desired position in their minds. For that purpose we must choose appropriate media which help
us to achieve our campaign objectives. We use Lahore edition of national news papers as well as
we use billboards, pamphlet, social media and trade shows for our service promotion. Unpaid
shelters in parks.

We purchase our ingredient from listed companies to make sure quality as cement from lucky
cement, steel related items from Mughal steel, Bricks from Butt Bricks Company. Different
agreements are made with different suppliers as per trends and as per number of activities
continued by our business.

For the achievement of business goals Heaven Dream work force consist on Entrepreneurial
mind set, Creative, interested in learning and discovery, high tolerance and ambiguity, always
looking for something unique, adaptable, networking skills, customer relations skills, emotional
resilience We recruit employees according to the job duties that focus on our mission. We recruit
Marketing Manager, Architecture, Engineer, Designer, Constructer, Labor and Receptionist.

Our firms 1st year profit is 38000000/Rs. Our firm working in present situation and focusing on
future to be the number one construction firm in the market.

Page 2
 Industry Overview
As we are entering in construction industry so it is necessary for us to aware of threats
opportunities which we are going to face when we enter in this industry. Industry situation
effected by social, economic, political and technological changes occur within the country and
inside the boundaries of our industry.

Social changes have positive and negative effect on our industry. People are more informed
today as compared to past. The construction industry growing very rapidly everyone wants to
build their own house with some uniqueness. In the past people only use the services of
architecture for mapping and build their house by using free lance labor and they design houses
by their own self. Today every family tries to build their houses through specialized firms.
Impact of media on society also affects the construction industry. These social changes occur due
to the awareness among members of society.

In past few years Pakistan showing a sustainable GDP growth due to this economic activity
increased in the country which positively affects the construction industry. Business facility
construction and house construction increased in last few years. Economic indicators show
strong growth in countries economy. Inflation rate decrease in past few months as well as oil
prices decreased in past half year through which construction cost decreased and construction
industry show prominent growth.

Demographics of Pakistan is changing because education level increased and young people are
more than old peoples so they like new trends decision making is shifting from men centric to
women centric or in between them. So everyone like the well constructed and designed house
which is far better than previous house making techniques.

In terms of climatic conditions Pakistan is very hot country with normal temperature is summer
is above 40 centigrade which affects the durability and construction pattern of buildings. In
summer the metals used in construction expand and which cause damage to the building.

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Construction firms are specialized in this field they use technology and techniques which helpful
in the protection of the building.

In terms of working environment people have more rely on construction firms as compared to
past. People hire construction firm for house making and designing. This environment change is
due to more knowledge and awareness about construction firms and construction methods.

New technologies now involved in construction which are costly mapping procedures also
include high-tech machinery and designing also include virtual design facilities to use all these
facilities a free lancer is not capable to do so. These are the changes which positively affect the
construction industry.

Past, Present, Future Industry Trends

Past Trends:

Less trend of house construction through construction firms

Old architectural designs
Low profile construction techniques
Only focus on one dimension of the house which is construction
No environmental protection

Present Trends:

Use of technology
Use of land space
Focus on all aspects
Innovation
Consider environmental factors

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Future trends:

3D designs of houses
Protection from earthquake
Virtual designing
R&D
Go Green

Success factors:

Awareness
Use of technology
Innovation
Customer value preference

Barriers and size of industry:

Construction industry is highly attractive industry to enter and barriers to entry are
partially low.
The industry contribution in Pakistan GDP is 2.9% and every year its shows 5 to 9%
growth.
In industrial sector it has 11.5% share.

Page 5
 Heaven Dream Ltd.

Co-Founders:

MuhmmadMuneeb

Khurambajwa

RubiaSarwar

Chief Executive Officer:

Muhammad Muneeb

Chief Financial Officer:

RubiaSarwar

Director HR:
Khurambajwa

Chief Marketing Officer:

Mr. AsadurRehman

Form Of Business:

Corporation

Vision

We want to become globally and renowned customers first choice according to their luxurious
dreams.

Mission

We want our customer to feel like my home my heaven by employing valuable services making
the employee integral part of company success

Page 6
Slogan:

Your vision our expertise

Tagline:

Confidence in every foundation

Address:

Gulberg-III, Opposite Hafez Centre, Lahore, Punjab, Pakistan.

Contact:

Ph. # 03005486143

E-mail: [email protected]

Legal Adviser:

Tahseen Butt Associates

Auditors:

EBRAHIM&CO.

Page 7
 Competitive Analysis
We have 2 types of competitors 1 are direct competitor and other are indirect competitors.

Direct competitors are also two types one who work as developers and other who construct on
order. Construction firms who work as developers are Bahria Town, Alfalah cooperative housing
socity, LDA etc. Firm who construct on customer order are habibrafique(pvt) limited, dascon
construction etc.

Indirect competitors include freelancer constructer, architecture and designers who are
independently work for customers.

Direct competitors operations continue 24/7 in office, online and on working site. Freelance
constructer, architecture and designer have no specific working hours.

Real-estate developer like bahria town are work as town planers they purchased their own land
and developed it to a standardized level then plot are sold to customers and build houses on their
demand or offer them readymade houses. They provide security electricity water and all type of
facilities to their customers and charge premium prices.

Construction firms are covering a large area they construct roads factories, different bridges and
they also provide after sales repair if it include in agreement.

Free lancer work for individual customers e.g. a person goes to architecture for mapping then he
approach a independent supervisor or constructer who build house after that a house designer
design house as per requirement. They dont offer any type of before or after sales services.

Our service has a unique differentiation as compared to all of these competitors they are all
provide one service or group of services to housing sector. We also provide after sales services in
form of one year external repair and maintenance.

People who have income more then100000 and businessmen are major customers of housing
societies like Bahria town. Govt. factories, industrial sector are major customers of construction
firm like Descon. Middle lower and lower class are the customers of free lancers.

Housing societies charge premium prices from their customer because they give services like
24/7 security electricity etc. minimum price of plot in bahria town starts from 5000000.

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Construction firms charge cost and some profit margin after completion of project but they give
after sale services. Which vary as the time passes.

Free lancers have no fixed charges they charge prices as per situation. But it varies very much.

Big housing societies like bahria town spend lot of money on marketing and advertising. They
advertise their services on almost all Medias like electronic and print media.

Construction firms spend less money as compared to housing societies they does not use all
mediums their major focus is on print media. They spend maximum budget on print media.

Free lancers does not spend anything on advertisement and marketing. Few numbers of
architectures and designers invest some money in marketing.

People who like to buy ready to shift houses they prefer housing societies because it take less
time after development. Time efficiency and service they provide are their biggest strength.

Customers who want to build house on their own land and want to specialized team prefer
construction firms. Work specialization is their big strength.

There biggest weakness is that they all of them dont have all solutions of customers under one
roof.

Gap which other firms are creating is biggest opportunity for us. We are providing all solutions
under one roof and also provide after sale service in shape of one year external repair guarantee.
Our biggest threat is that they are big companies in the market and their presence in market is
stronger than us which cause us major threat.

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Share

Bahria Town
Citi housing
Descon
Heaven Dream
Free Lance
Others

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10
 Target Market
Our target market is upper middle and upper class that prefer construction firms to build their
houses and offices.

Consumer demographics:

Age range:

25+

Income range:

50000+

Gender:

Both male and female

Marital status:

Married and non married

Occupation:

Businessman and job holders

Location Boundaries:

We are new in the market so we start and focus on Lahore city because it has a large number of
potential customers.

Average purchase:

We are a service provider and usually every family build house one time so at average every
customer uses our service once in a lifetime.

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Consumer psychographic:

Life style:

People who like to spend luxury life style are our customer.

Need our service fill:

Our service fulfills the Need of safety, need of living, need of self esteem and psychological need
of our customer.

Who influence purchase decision:

Whenever a family builds their house the decision maker is always head of the family.

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 SWOT Analysis
Strength:

Multiple solutions under one roof

Specialized teams
State of the art architecture designing facility
3D technology used for mapping
Modern construction machinery used by our firm
One year guarantee for external repair
R&D in mapping and construction

Weakness:

Due to new name in market less awareness and trust.

We r new in the market so people hesitate to take loans from our firm
Due to the modern technology and machinery we charged premium prices
Less promotional budget as compared to competitors

Opportunities:

Rapidly increasing market

Large number of potential customers
To become leading company to provide all these facilities
Big profit margin
Future Growth
Gain benefit from Pak-China economic corridor

Threat:

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 Large competitors
Govt. polices
Inflation
unemployment
Return of loan
Increasing princes of land
Land mafia

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14
 Pest Analysis
Political Factors:

Changing governments
Bad Governs
Government polices
Opposition by other parties
Government steps to encourage foreign companies
Strikes by political parties
Economic Factors:

Inflation rate
Increased tax and tariffs
Increased competition due to domestic and foreign market players
GDP Growth
Govt. Debts
Fluctuation in exchange rate
Socio Cultural Factor:

Less Awareness among people to build houses through construction firm

People reactions towards the premium prices
People negative reactions towards interest on loan
Suggestions during construction
Technological Factors:

Use of machinery in construction

Use of high tech equipments in mapping
High tech equipment involved in designing
More informed customer due to technology

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 Porter Five Forces Model
Threat of new entrant: (High)

Highly attractive market

Large number of potential customer
Govt. Polices to encourage foreign companies
High profit margins
Low product differentiation
Switching cost
Because this is a highly attractive market so threat of new entrant is very high it has also large
number of potential customers and high profit margins which attracts new entrants.

Bargaining power of supplier: (Low)

Large number of suppliers for every type of raw material

Suppliers products are undifferentiated
Low switching cost
No credible threat to forward integration
Substitutes are available
Bargaining power of supplier is low in this market because large number of suppliers available in
the market with undifferentiated products and no credible threat of forward integration so
bargaining power of supplier in the market are very low.

Bargaining power of buyers: (Partially Low)

Switching cost in term of time and physical efforts are high

Quality is important
No threat to backward integration
Every firm charge premium price
Buyers information about techniques and procedures are less
Bargaining power of buyers is partially low because of no threat of backward integration and less
awareness about services.

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Threat of substitute Product: (Partially Low)

Buyers have high switching cost

Substitutes products are not present
Undifferentiated products and services
Quality of every competitors are neck to neck of each other
Threat of substitute product is partially low because undifferentiated products and service and
substitute products are not present.

Rivalry among competing firms in the market: (Low)

Competition in the market is present but it is not like cut throat competition
Competition is gnarly on the bases of quality and innovation
Customer services is the point on which companies try to compete
Intense war among competitors are not present
Rivalry among competing firms in the market is low because there is no competitive rivalry
present in the market.

Highly Attrective
Market

Low Brganiing Low threat of Low Rivalry

High Threat of Low Bargaining
power of substituet among
new entrant power of buyers
suppliers product competitors

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 Promotional strategy
Before we start promotional campaign we must identify our purpose for which we are
developing our promotional strategy. What is our target market? What we want to achieve
trough campaign? Which medium we used for campaign? We must also establish some
objectives which we want to achieve through campaign.

Our main purpose of campaign is to generate awareness among our customer and establish our
desired position in their minds. For that purpose we must choose appropriate media which help
us to achieve our campaign objectives.

Our company use print media for our promotional campaign. We use Lahore edition of national
newspapers as well as we use billboards, pamphlet, social media and trade shows for our service
promotion. Unpaid shelters in parks.

News Papers:

We use Lahore edition of national newspapers with coverage so that we can reach to our
maximum number of customers.

No. of newspaper Space Rate Price

Nawa i waqt 5*3 2500*6 15000

Jang 5*3 3500*6 21000

Daily news 5*3 2700*6 16200

Khabran daily 5*3 2000*6 12000
Duniya 5*3 2300*6 13800
Total newspaper 78000

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Special supplement in daily Jang Lahore edition price is 850 per column/cm.

A supplement of 16*5 cm cost 50000-550000.

Bill Boards:

We use bill boards for campaign but we only use those bill boards which are located on the
entrance of Lahore city. We have an estimated cost of 50000 for one bill board per month.

Pamphlets:

We Invest 20000 rupees on pamphlets per month.

Social media:

Social media is almost free of cost we use Facebook page for our campaign.

Trade shows:

We also participate in build Asia type trade shows. Allocate cost of trade shows are 25000 per
month.

Shelters:

We also made public shelters in public parks which are painted by our companys details.

Overall cost of our campaign per month is from 300000 to 3250000.

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 7 Ps Of Service
Product

Product has two parts 1st is core product and second are supplementary services.

Our company provides both types of services. Supplementary services fall into two categories
facilitating and enhancing elements.

Heart of our firm or core services of our firm are Architecture, Construction and designing. The
services lie in the centre of the flower. These are major services which we provide to every
customer.

Architecture and Designing:

Our architecture basically works on two types of maps because these are the used in housing
construction.

1. Traditional Blue print Map

2. 3D map

Maps are designed as per customers requirement and customers specification.

Construction:

Our firm gives construction with a combination of old and new technology and skills. Engineers
are involved in the whole process of construction which describes maps to constructor and
constructor worked with the help of engineers. Machinery and safety equipments are used for
speedy and safe construction.

Beside Our core product our company provides some facilitating and enhancing services also.

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Petals of flowers show the supplementary services which our firm provide.

Facilitating elements:

Information: Basic procedure information.

Order taking and agreements: Receive order and fulfill all legal requirements.
Billing: Time to time billing about expenditures
Payments: It include payment of dues

These are four Facilitating services which we provide our customer for their convenience.

Enhancing elements:

Consultation: Our firm provides assistance to reach on an appropriate decision

Hospitality: It is related to greet our customers
Safekeeping: we provide guard for under construction facility
Exception: One year guarantee for external repair
We provide supplementary services through digital means and through physical channels.

We developed these new services by Process innovation.

Our firms staff continuously works on research and development of Architecture and
construction and how to improve our supplementary services.

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 Price
Architectural Designs:
We are working on two types of maps one is traditional blueprint maps and second is 3d
architectural design.

In market prices of maps vary from 10thousand to 2 to 3 lakhs. But we have fixed prices with
marginal variations. We charge 50 to 60 thousand for traditional blue print maps it include all
size like 5, 10, 12, 20 Marlas and for different sizes like single story double story.

3D mapping is very advanced technique used in mapping. We charge 1lakh Rs. For 3D maps.
But if our customer requires a virtual design of 3D map then we charge price 125000.

These are fixed prices for every type and size of the house but sometimes it varies if customer
wants special favor from us.

Construction:
Construction cost of houses varies from each other because every project is different from others
due to different size, design and location.

We try to minimize cost of each house through efficiency. Costs of different houses with cost of
supplies are as follow.

5Marla:

We have many designs in 5 marla houses which are same cost but some vary in the cost.
We charge 200 Rs. per foot. It includes cost of labor and overhead cost.
A room of 18*12 is build using 20000 bricks.
And roofing expense is 200000 to 250000.
500 bags of cement required to build standard 5 marla single story house.
120 kg steel is used in standard 5 marla house.
Calculating all cost and expenses 3000000.
For double story 5 marla house cost vary between 4000000 to 4500000.

10Marla:

1100 bags of cement used in construction of 10marla single story house.

600000 is the cost of roofing.
All cost of 10 Marla single story standard houses is 4500000 to 5000000.
Double story cost is 6000000.

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12 Marla:

1500 bags of cement used in construction of 10marla single story house.

7, 25,000 is the cost of roofing.
All cost of 12 Marla single story standard houses is 5000000 to 5500000.
Double story cost is 75, 00,000 to 800000.

20 Marla:

2200 to 2300 bags of cement used in construction of 10marla single story house.
The cost of roofing will be 12000000 to 12500000.
All cost of 20 Marla single story standard house is 8000000 plus.
Double story cost is 130, 00,000 approximately.

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 Place

Our service is basically a possession process service so we go to our customer. Firstly our
customer contacts us through phone or through net. After that our representative visits their
place. After that we offer our customer to visit our design studio so they can check and consult at
same time.

It is located on Gulberg-III, Opposite Hafez Centre, Lahore, Punjab, Pakistan. We Pay 90000
rent per month for the shop. It is a very commercial area in which our office is located so the
visit of our office is easy and flow of traffic is stream line. It is a best location for an office and it
attracts customers for visit. The growth chances on present location are very high. Present
location facilitates our sale and service which we are providing are our customers. In promotion
our office has a handy role. It also increases our time efficiency.

Design Studio:

Design Studio was established to assist the customers in different respects who wish to build
their houses. It integrates the support services required by its Potential customer base across
various development properties.

It is one-stop customer centre with exclusive teams of professionals working on different

services including Consultancy & Management Services, Architectural and Engineering
Supervision, Home Alterations.

The visit of design studio is not compulsory but we offered it to our customer for their
satisfaction.

Before the signing of contracts our architecture visit the land on which house is to build and then
a contract has signed and our architecture designs maps and shows it to customers and modified
as per requirement. After that construction has start we invite our customer on construction site
on monthly bases. After construction interior and exterior designing of house is started.

Our online communication is 24/7 but our office timings are from 12PM to 12AM.

Facilitating Supplementary services are provided through cyber space.

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This whole process from order taking to completion of work is ended in 7-9 months but some
exceptions are present.

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25
 Process

Whenever we are designing our process and managing them we first established a blue print of
our whole design which provides us an outline of our whole process step by step.

Our firms process start as the customer call our office for information we provide him
information and ask him whether he is interested or not if he is interested than our representative
visit their house or office and deliver all related information after that if the customer wish than
we arrange a visit of our office for him.

After visit we make terms of reference for agreement when we reach an agreement our
architecture start working on mapping which deliver to construction department which construct
house and then designer give final touches to the house and after all this we transfer house to
owner. And receive our charges.

This whole process is completed in 6 to 9 months depends on construction complexity in some

exceptions this time increased. The whole process include both customer and firm and it is a two
way process.

All terms are finalized in agreement so chances of interruptions are very low. If some type of
interruption is occurred then both parties sit and try to solve the conflict. Flow Chart of whole
process is as follow.

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 Designing and
delivry

construction

agreement and
start of
architectrual work

Customer call and

repersentative visit

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 Physical environment

We can control and modify customers behavior by using physical elements on our place.

We must choose appropriate color schemes in office internal interior, exterior facilities, design
studio layout, and social dimensions.

Our office parking is close to office with security. As our customer enters in our office he sees
all symbols and designs which represents the architectural and designer skills of our team.
Paintings which we used are also related to our business. Personnel characteristics show them
well groomed personalities.

Lighting combination with wall colors and cartons fully support the office interior. Furniture
placement is organized handled very carefully and sitting arrangements are redesigned as per
trends.

Over all we say that whenever a person enter in our office he quickly realize that this is a office
of a construction firm means before providing information we convey the basic purpose of our
business to our customer through using physical elements smartly.

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 People

For a success full organization well organized and skilled work force is very much important
who handle customers with full control. We must identify our objectives for that purpose.

Our organization hire right person for right job and trained them as per requirement. We
empower our customer and give them the right to speak. We use their high performance ideas in
our strategies. Our organization not only recognizes their working but also provide them reward
for their performance.

We invest in our employees cycle of success due to this our employees motivated and they try to
maximize our customers value by providing them best services.

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 Operation Suppliers
Cement:

We purchase cement from lucky cement.

17-C/3, Gulberg III, Near HussainChowk, Lahore

Steel:

Purchase steel related items from Mughal steel.

44 Peco Road, Lahore

Bricks:

Bricks from Butt bricks company.

Canal Bridge, HerbansePura, Lahore 54000

Different agreements are made with different suppliers as per trends and as per number of
activities continued by our business.

We purchase cement in bulk quantity from lucky cement so terms and conditions are specified
which include on time delivery, good quality. These are the basic terms and conditions for every
supplier but some other are like warranties returning are also include in suppliers agreement.

Lucky cement produces clinker, cement, black cement.

Mughal steel produce guarder, TR, rods and products related to iron and steel.

Bricks Company provides bricks and clay.

Prices of supplies are not fixed vary from season to season and situation to situation. But to
overcome this irregularity in price we fixed price for specific time period in future.

We buy bulk quantity so we receive some volume discount. All of our supplies to our
construction site are made by our own transportation. We have established contact with some
suppliers who serve us as backup suppliers in hard times.

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30
 Operating Regulations
We are operating on regional level because Lahore is a region. Our expansion plan include the
coverage of major cities of Pakistan.

We are paying services tax commercial business tax and corporate tax to the provincial govt. and
federal governments.

Regulations:

Our business name is Heaven Dream Ltd.

Intellectual property:

Tag line:

Confidence in every foundation

Packaging and labeling:

Our labor force use special uniforms on which our companys logo is designed and we also use
helmets for employees with companys logo.

Export and Import:

No

Product Standard:

We try use innovative ideas and modern techniques to construct houses. And we try to meet
International Standards.

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 Manufacturing Plan
Heaven Dream Lmtd.Is an architecture, construction and designer firm. So it has two types of
facilities to full fill customer requirements. One in house facility which provides assistant and
consultancy to customer about different Architecture design costs of project and design suitable
designs according to customer requirements. This facility also does R&D works for new
architecture techniques designs Construction methods designer techniques and efficient work
methods. 2nd facility is related to construction process.

Our Company manufacturing methodology is combination of lean service and flow

manufacturing. Manufacturing of service start as a customer come to us for the construction of
his/her office or house. After customer order we start working on project. Our architect visit
customers location to view and analysis the landscape and geographic region of the location.

After visiting the location we estimate the cost of the whole project and discuss with our
customer. If customer has satisfied with our estimation then we finalized the deal and make an
agreement. Architectural work start after the agreement is signed.

After this from those architectural designs one is selected on customers choice. Maps full filled
all major construction requirements. Approving the maps form concerned govt. departments is
the responsibility of our organization. After this we start construction on our site. 5 to 6 month is
the time duration in which we are able to construct the building.

For construction process we have own heavy machinery which is used in construction as well as
in designing process. For machinery and other construction materials we have also a warehouse
facility. But on time of construction the machinery is always available to construction site.

Construction and designing phase require large number of labor and large quantity of house
materials. We cannot store these house materials and we are also not able to ire every labor used
for construction. For that purpose we have two subcontracts. One contract is for labor supply as
per demand. And second is with a household goods company which provides household goods as
per our requirement and on short notice.

Due to these subcontracts the time span of our every project is reduced to a month. When our
project is ready we conduct a final inspection to check the safety levels. After all this exercise we

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invite our customer to visit the house. During this visit one of our architect and one designer is
present on the site to guide the customer and to give information of different areas.

When a customer is fully satisfied with our work then we done final paperwork and then hand
over the house to him.

We also provide one year after sales repair and maintains to our customer. In this one year we
are provide small touch ups and repair services to our customers. But for these services we
charged premium price. So we have an after sales repair and maintains clause in our agreement
because everyone not pay premium price.All these Phases complete by keeping in view of our
methodology Lean service and Flow manufacturing.

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Equipment:

Computers

Printers

Architecture equipments

Tractor

Shtring machinery and Lift

Furniture

Uniform for workers

Helmets and safety jacket

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 HR Plan
Business Strategy

Heaven Dream focuses on providing something unique and different, best constructed houses
according to the needs and demands of their valued customers. For the achievement of business
goals Heaven Dream work force consist on Entrepreneurial mind set, Creative, interested in
learning and discovery, high tolerance and ambiguity, always looking for something unique,
adaptable, networking skills, customer relations skills, emotional resilience.

Talent Philosophy
We consider our employees as a partner and key stakeholders in the company we take every
decision under consideration and suggestions of stakeholders.

We need long term and regular employees those who want to stay committed and loyal with the
organization and contribute in the success of organization, as the company is new and want to
grow we hire those persons who are specialized and skill full, trained in their fields, we consider
our employees as an asset and retained them we often use talented oriented staffing we also
consider staffing is our investment not an expense.

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Organizational Structure
Full time workers

We require full time workers for work in the organization to support and contribute in the
success of the organization. Heaven Dream requires long term and regular workers to achieve its
business objectives.

CEO

Marketing Finance Human Resource Service

Marketing Manager

Arcitecture and designer Engineer

Constructer

Labour

Seasonal:

We hire labor for construction work on project bases. Whenever we start a project we hire
certain amount of labor and sign an agreement with them after the completion of project if they
are willing to work on our next project we welcome them if not they are free to go. Because large
number of labor required so we cannot hire all permanent labor we hire part timer or seasonal
labor.

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We hire 22 permanent employees.

Salaries
We compensate our employees according to the market rate.

Marketing Manager 35000

Architecture 35000

Engineer 35000

Designer 25000

Constructer 20000

Labor 12000

Receptionist 22000

Benefits
We provide best facilities to our employees to work and contribute in the success of the company
we believe that our employees are our partners so we facilitate them to stay with us and loyal
with us.

Transportation
Medical care

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Job Descriptions of Different jobs and Responsibilities

1. Job title: Marketing Manager

Reports to Marketing department

Knowledge, skills, Abilities require

Meeting Marketing goals

Negotiation
Marketing campaign establishment
Motivation for service team
Market planning
Building relation ships
Managing Processes
Market knowledge

Responsibilities

Implementing marketing plans

Supervising marketing activities

Job duties

Determine marketing objectives

Established strategies
Integrating all marketing activities

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 2. Job title Architecture

Reports to Service Department

Knowledge, skills, Abilities require

Costumer focus
Knowledge about new techniques
Pricing vendor relationship
Strategic planning
Environment awareness

Responsibilities

Serve customers.
Supervising staff
Costumer care

Job duties

Mapping as per customer requirement.

Discussion with customers.

Satisfying customers.

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 3. Job title Engineer
Reports to Service Department

Knowledge, skills, Abilities require

Active listening
Customer service
Verbal communication
Meeting customers
Awareness about new construction method
People skill
Awareness about architectural design

Responsibilities

Supervision of construction work

Job Duties

Helping labor
Erasing difficulties in construction work
Using techniques about designs
Usage of materials

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4. Job title Designer

Reports to Service Department

Knowledge, skills, Abilities require

Ability to effectively manage time and space

Understand of storage safety
Virtual designing

Responsibility &Job Duties

Meetings with customers

Designing virtually
Appropriate usage of space
Try to make beautiful everything

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5. Job tile Constructer

Reports to Engineer

Knowledge, skills, Abilities require

Full knowledge about his work

Hard worker
Accuracy

Job duties & Responsibilities

Construction work done in contrast of new techniques

Control labor

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 Financial analysis
Startup Cost:
Prepaid Rent 1008000
Prepaid Ad 3000000
AC 200000
Furniture Fixture 3000000
Equipment and machinery 5000000
Safety equipments 2000000
Vehicles 4000000
Cash required for inventory 10000000
Total Projected cost 26208000

Capital Investment:
30000000 in form of owner equity

Projected Revenue Generation:

Service No of house Price First Year Sales

Revenue
3 3000000 9000000
5 Marla(single)
4 4500000 18000000
5 Marla(double)
4 5000000 20000000
10 Marla(single)
3 5500000 16500000
12 Marls(single)
1 8700000 8700000
20 Marla(single)
Total 15 72200000

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Income Statement:
1st Year 2nd Year 3rd Year
Description (Rs.) (Rs.) (Rs.) (Rs.) (Rs.) (Rs.)
Revenues:
Service Revenue 72200000 87000000 105000000
Expenses:
Salaries expense 8784000 10000000 13000000
Advertisement expense 3000000 4000000 5000000
Utility expense 300000 300000 350000
Rent Expense 1008000 1008000 1008000
Maintenance Expense 100000 120000 150000
Other Expenses 50000000 55000000 65000000
Depreciation of Mach. 300000 300000 300000
Depreciation of Equip. 200000 200000 200000
Sub-total 63692000 (63692000) 70928000 (70928000) 85008000 (85008000)
Profit before Tax 8598000 16072000 19992000
Income Tax (1950000) (3800000) (5322600)
Net Profit 6648000 12272000 14669400

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 Asset RS year 1 Rs year 2 Rs year 3
Noncurrent Assets
Furniture & fixtures 3,000,000 2700000 2400000
Vehicles/Transport 4000000 3600000 3200000
Equipment & 5000000 4500000 4000000
Machineries
Dep. Expense 500000 500000 500000
Cash 12000000 18000000 16000000
Inventory 2500000 2500000 3000000
Land 3000000 5000000 7000000
Pre-Paid rent 1008000 1008000 1008000
Ac 200000 200000 200000
Safety Equip. 2000000 2000000 2000000
Prepaid Add 3000000 4000000 5000000
Total Assets 36208000 42208000 44308000
Liabilities &Owner's Equity
Paid-In Capital 30000000 30000000 30000000
Retained Earnings 6648000 12272000 14669400
Total Equity 36648000 42272000 44669400
Total Equity And
36648000 42272000 44669400
Liabilities

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Operating actives RS 0 year Rs year 1 Rs year 2 Rs year 3

Net profit 6648000 12272000 14669400

depreciation 500000 500000 500000

Inventory 2500000 2500000 3000000

Prepaid rent (1008000) 1008000 1008000 1008000

Total cash from operating activities (1008000) 2,000,000 8,508,012 12,502,753

Financing activities
Share capital 10,000,000

Loan 3,500,000

divided/drawings ----- (2,208,012) (5,302,753)

payment of loan ------ (500,000) (500,000)

Total cash from Financing activities 13,500,000 ------- (2,708,012) (5,802,753)

Investment activities
Capital expenditure (9753,710)

Total cash from Investment activities (9753710) ------ ----- -----

Net cash 1,520,000 2,000,000 5,800,000 6,700,000

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