Kalarikal Pharmacy

Business Plan

Submitted by,
N.P.Vinide
S3 MBA
Executive Summary

The kalarikal Pharmacy's main goal is to provide prescription medications for our customers at the
lowest prices on the market. We will be able to sell prescriptions at reduced prices by carefully
maintaining efficiencies in our operations and by targeting a specific segment of the market - those
customers who pay for their prescription medications themselves. By focusing on this segment it
gives us additional efficiencies - we avoid disruptions in cash flow often associated with insurance
payments and we can eliminate unnecessary services for the type of knowledgeable, repeat
customer taking maintenance-type medication.

The kalarikal Pharmacy will operate from one store that will serve both mail order customers and
those who visit in person. We will thrive by employing friendly and knowledgeable personnel, which,
along with our great prices, will drive the repeat business that we will rely upon. We only expect that
as the price of medication continues to skyrocket, The kalarikal Pharmacy will appeal more and
more to the customer's sense of value and convenience.

Our advertising, mainly through ads in magazines targeted at the over-55 crowd, will be targeted at
those who are looking to save money on a pricey but necessary and regular expense.

The kalarikal Pharmacy will be led by N.P.VINIDE, an MBA with experience in the pharmaceutical
industry. Costs will be minimized by maintaining only one pharmacist and filling the void with
pharmaceutical techs. We expect to reach profitability by our second year and will generate
substantial sales by year three.

Our Objectives
The objectives for the first three years include:

1. Exceed customer expectations with superior pricing

2. Increase the number of customers by more than 30% per year
3. Develop a business that survives off its own cash flow

Mission
The kalarikal Pharmacy's mission is to provide our customers with the best prices for their
prescription medications. Our convenience and services will exceed the expectations of our
customers.
Keys to Success
The keys to success are:

 Satisfy our customers so they will return again and again

 Maintain low overhead and operating costs
 Provide better prices than all our competitors

Company Summary
The kalarikal Pharmacy is located in Tripunithura , and offers prescription medications at discount
prices to our customers by mail order or at the store front.

Company Ownership
The kalarikal Pharmacy is an newly commenced business . The majority stock holder is N.P.VINIDE
and his partner JOHN MATHEW.

Start-up Summary
The kalarikal Pharmacy will incur the following start-up equipment costs:

 Office equipment including chairs, file cabinets, and desks.

 Front counter, storage bins, cash register.
 Three computer terminals.
 Main computer server with a laser printer, and back-up system.
 Software: Microsoft Office, QuickBooks Pro, drug interaction software, Physician Desk Reference
software detailing side effects and other information pertinent to the customer.
 Assorted bottles, boxes, envelopes, etc. for dispensing and shipment.
 Scales for shipping.
 Telecom system.
 Storefront build-out.
 Start-up inventory.
 Rent, utilities, insurance.
Start-up Requirements
Start-up Expenses

Legal 3000

Rent 8000

Utilities 5000

Telecom System 3000

Insurance 10000

Storefront Build-out 15,000

Expensed Equipment 6000

Website development 12000

Total Start-up Expenses 62000

Start-up Assets

Cash Required 300000

Start-up Inventory 15000

Other Current Assets 0

Long-term Assets 12000

Total Assets 327000

Total Requirements 389000

Start-up Funding

Start-up Expenses to Fund 62000

Start-up Assets to Fund 327000

Total Funding Required 389000

Assets

Non-cash Assets from Start-up 89000

Cash Requirements from Start-up 300000

Additional Cash Raised 0

Cash Balance on Starting Date 300000

Total Assets 389000

Liabilities and Capital

Liabilities

Current Borrowing 0

Long-term Liabilities 0

Accounts Payable (Outstanding Bills) 0

Other Current Liabilities (interest-free) 0

Total Liabilities 0

Capital

Planned Investment

Seed Funding 1,00,000

John 1,00,000

Friends and Family 1,00,000

Additional Investment Requirement 89000

Total Planned Investment 389000

Loss at Start-up (Start-up Expenses) (62000)

Total Capital 327000

Total Capital and Liabilities 327000

Total Funding 389000

Products
The kalarikal Pharmacy offers a wide range of prescription drugs to patients based in Oregon or
nationally. Both generics and name brands are offered.

In order for a customer to purchase medications mail order, they must first contact The kalarikal
Pharmacy over the phone. The customer then needs to either mail in the prescription, fax it, or email
it. Once it is received and payment arrangements are complete, the medicines will be sent out to the
customer via U.S.P.S. or U.P.S. Local customers may stop by the store front to pick up the
medications.
The kalarikal Pharmacy will only service customers who self pay. The self pay customers will be
attracted to The kalarikal Pharmacy because of its superior prices The kalarikal Pharmacy will be
able to survive on lower margins due to operating efficiencies gained through national mail order
operations and not accepting insurance policy drug plans which hampers cash flow. The kalarikal
Pharmacy will also save money by not paying for customer's unlimited access to a pharmacist. If a
customer has a question regarding a drug, the pharmaceutical technician will attempt to answer it.
As a last resort the pharmacist will provide the answer. Generally, the technician or the
accompanying printed literature will answer the question.

This model of saving costs by not providing unlimited access to the pharmacist will be successful
because the majority of customers will be customers who have been taking said drug for awhile, as
opposed to a new prescription, and will not require their hand to be held during the transaction.
They are interested in The Pharmacy as an inexpensive source for their medication.

Market Analysis Summary

The kalarikal Pharmacy's target market consists of two different groups, local customers or walk-ins,
and mail order customers. 

The kalarikal Pharmacy will employ two different strategies to reach these two diverse market
segments.

Market Segmentation
The Discount Pharmacy's customers can be broken down into two different groups, mail order
customers and walk-in customers:

 Mail order customers. This group of customers orders their medication through the mail in
an effort to save money. Generally, the mail order customers are older in age, typically over 50.
In general, elderly customers consume more medication relative to younger people. The mail
order customer will typically purchase maintenance medications - prescriptions for an ongoing
ailment that requires regular treatment. This group of customers will also be more likely to
purchase several months of medication at once.
 Walk-in customers. This group of customers are also looking for the lowest prices for their
medication. However, they tend to purchase medications monthly at their local pharmacy,
often at a higher price. There is not a common demographic for this group of people. Some of
these customers will pay for the medications out of pocket and some will submit a claim to
their insurance company for reimbursement at a later date.
Market Analysis
Year 1 Year 2 Year 3

Potential Growt
Customers h

Walk-in
customers 8% 2,02,887 2,53,558 2,79,443

Mail order
customers 9% 12,87,634 14,81,516 17,19,585

17,35,07
Total 8.99% 14,90,521 4 20,09,028

Target Market Segment Strategy

The kalarikal Pharmacy will seek to attract two different groups of customers and will thus have two
strategies to attract them.

We anticipate that by far our largest group of customers will be those who order through the mail.
These customers will be targeted through an advertising campaign in magazines and newsletters
that have an older (>55) audience who regularly need medication and are aware in advance of their
needs.

Walk-in customers will be targeted through advertisements in the local papers will raise awareness
for the The kalarikal Pharmacy and our low prices.

Competition and Buying Patterns

Competition takes many different forms in the pharmacy industry.

 Chain pharmacies. These are state or national chains. The advantage to these chains are better
prices through economies of scale, as well as personalized service.  The personalized service
takes the form of the chain having a record of your medication purchases as well as any
allergies that you have disclosed to them.

 Local pharmacies.  These are the pharmacies where you typically know the pharmacist and they
know your medical history.  This option is high in personalized service and convenience, and
high in price.

 Mail order and Internet pharmacies. These are similar to The kalarikal Pharmacy.

Strategy and Implementation Summary

The kalarikal Pharmacy will use their website to develop visibility and disseminate information. Web
address of kalarikal pharmacy is that “[email protected]

Competitive Edge
The kalarikal Pharmacy's competitive edge is superior pricing. To do that we must maintain our
position as the low cost provider by painstakingly ensuring that costs are kept low through operating
efficiencies.

We will be able to do that by eliminating some of the services traditionally offered by pharmacies.

For example, we will employ only one pharmacist and use pharmaceutical technicians to fill the void.
As long as a pharmacist is on site during the hours of operation, we can use the pharmaceutical
techs for all other capacities where other pharmacies use pharmacists. Other efficiencies are created
by having only a small store front and conducting most of our business through mail order.
Finally, The kalarikal Pharmacy is not designed to hold the patient's hand during their purchase. We
expect that the vast majority of our customers will already be informed of how to take the
medication, and any side effects or drug interactions that should be avoided. We will simply provide
each patient with a print out of all the relevant information for consumption of the medication .

Marketing Strategy
The marketing strategy will be based on targeted advertisements, appealing to the customer's sense
of value. The marketing campaign's goal will to be increase awareness of The kalarikal Pharmacy
with our target market.

Sales Strategy
The sales strategy will be based on generating long-term relationships with customers. To facilitate
that, we will provide medications at superior prices, have medicines in stock for both quick shipment
and store front pick up, and provide superior customer service. All sales agents will be trained to
provide friendly, knowledgeable customer service. By keeping to these simple, yet effective,
business practices, we expect that our customers will make The kalarikal Pharmacy their exclusive
source for medications. For some, medications are an integral part of their lives, so establishing long-
term relationships will ensure a large, loyal customer base.

Sales Forecast
During the first month we will focus on setting up the store front and generating both local and
national visibility. Sales activity will begin in month two. Sales during months three through five
there will mainly consist of local business through the store front. In month six we expect to see a
jump in sales from mail order. Sales will grow steadily from month six on.

Sales Forecast

Year 1 Year 2 Year 3

Sales

Walk-in customers 1,76,600 2,67,833 3,43,334

Mail order customers 2,56,222 3,68,432 6,51,543

Total Sales 4,32,822 6,36,265 9,94,877

Direct Cost of Sales Year 1 Year 2 Year 3

Walk-in customers 73,980 1,42,345 1,64,553

Mail order customers 98,674 1,89,875 2,70,763

Subtotal Direct Cost of Sales 1,72,654 3,32,220 4,35,316

Milestones
The kalarikal Pharmacy will have several milestones early on:

 Office/business set up.

 Establishment of the first strategic relationship.
 Profitability.

Milestones
Milestone Start Date End Date Budget Manager Department

Office/business set
up 1/1/2017 7/1/2017 0 John Executive

Establishment of the
first stategic Business
relationship 1/1/2017 10/1/2017 0 John Development

Profitability 1/1/2017 15/1/2018 0 Everyone Finance

Totals 0

Web Plan Summary

The website will be used for the dissemination of information as well as a mechanism for email
communication. Initially there will be no ordering through our website since we do not expect that
method to be widely used and trusted by our target customers.
Development Requirements
The kalarikal Pharmacy will hire a recent college graduate with a major in computer science to
complete and maintain our simple website. This will keep costs down.

Management Summary
N.p.vinide post graduate in Business Administration and John Mathew has experience working with
a major drug manufacturer, Roy Philip, as a drug representative. He was able to see first hand the
profitability associated with the prescription drug industry, as well as the inefficiencies with which
most companies are plagued.

John Mathew graduated with an MBA from the University of madras innovative entrepreneurship
program. While there he was awarded a 50,000 no interest loan through a business plan
competition. That seed money will be parlayed, along with some other investments, into start up
expenses for The kalarlkal Pharmacy. John received an undergraduate degree in chemistry from the
University of madras also.

Personnel Plan
The kalarikal Pharmacy will employ the following people:

 Sales agents/phone representatives: two at month three, an additional person at month

sixth.
 Pharmaceutical technicians: two at month two, a third at month six.
 Pharmacists: month two.
 Order fulfillment agents: two for month five, a third for month eight.
 Counter person/phone representative: one at month three.

Personnel Plan
Year 1 Year 2 Year 3

CEO (N.p.vinide) 46,000 $50,000 $56,000

Pharmacist 42,000 $48,000 $52,000

Pharmacist technician 23,500 $27,000 $30,000

Pharmacist technician 20,500 $26,000 $30,000

Pharmacist technician 17,500 $22,000 $30,000

Sales agent 16,200 $21,040 $23,040

Sales agent 15,200 $20,040 $23,040

Sales agent 10,520 $18,040 $23,040

Counter person/phone rep. 14,400 $18,280 $20,280

Counter person/phone rep. 12,400 $16,280 $20,280

Order fulfilment 11,400 $15,280 $19,280

Total People 11 11 11

Total Payroll 2,29,620 2,63,920 3,26,960

Financial Plan
The following sections will outline important financial information.

Break-even Analysis
The Break-even Analysis calculates what will be needed in monthly revenue to reach the break-even
point.
 Break-even Analysis
Monthly Revenue Break-even 48,800

Assumptions:

Average Percent Variable Cost 40%

Estimated Monthly Fixed Cost 29,285

Projected Profit and Loss

Pro Forma Profit and Loss

Year 1 Year 2 Year 3

Sales 4,32,822 6,96,265 9,94,877

Direct Cost of Sales 1,72,654 3,32,220 4,35,316

Other Production Expenses 0 0 0

Total Cost of Sales 1,72,654 3,32,220 4,35,316

Gross Margin 2,60,168 3,64, 045 5,59,561

Gross Margin % 60.00% 60.00% 60.00%

Expenses

Payroll 2,29,620 2,63,960 3,26,960

Sales and Marketing and Other Expenses 8,400 8,400 8,400

Depreciation 2000 2000 2000

Leased Equipment 0 0 0

Utilities 4,800 4,800 4,800

Insurance 3,600 3,600 3,600

Rent 18,000 18,000 18,000

Payroll Taxes 40,293 44,444 50,644

Other 0 0 0

Total Operating Expenses 3,06,713 3,45,204 4,14,404

Profit Before Interest and Taxes (46,545) 18,841 1,45,157

EBITDA (44,545) 20,841 1,47,157

Interest Expense 0 0 0

Taxes Incurred 0 5,935 60,005

Net Profit (46,545) 14,906 87,152

Net Profit/Sales -10.75% 2.14% 8.76%

Projected Cash Flow

Pro Forma Cash Flow

Year 1 Year 2 Year 3

Cash Received

Cash from Operations

Cash Sales 4,32,822 6,96,265 9,94,877

Subtotal Cash from Operations 4,32,822 6,96,265 9,94,877

Additional Cash Received

Sales Tax, VAT, HST/GST Received 0 0 0

New Current Borrowing 0 0 0

New Other Liabilities (interest-free) 0 0 0

New Long-term Liabilities 0 0 0

Sales of Other Current Assets 0 0 0

Sales of Long-term Assets 0 0 0

New Investment Received 0 0 0

Subtotal Cash Received 4,32,822 6,96,265 9,94,877

Expenditures Year 1 Year 2 Year 3

Expenditures from Operations

Cash Spending 2,29,620 2,63,960 3,26,960

Bill Payments 2,11,177 4,21,807 4,70,427

Subtotal Spent on Operations 4,40,797 6,84,767 7,96,387

Additional Cash Spent

Sales Tax, VAT, HST/GST Paid Out 0 0 0

 Principal Repayment of Current Borrowing 0 0 0

Other Liabilities Principal Repayment 0 0 0

Long-term Liabilities Principal Repayment 0 0 0

Purchase Other Current Assets 0 0 0

Purchase Long-term Assets 0 0 0

Dividends 0 0 0

Subtotal Cash Spent 4,40,797 6,84,767 7,96,387

Net Cash Flow (7,975) 11,508 1,98,490

Cash Balance 69,525 167,024 318,513

Important Assumptions

General Assumptions

Year 1 Year 2 Year 3

Plan Month 1 2 3

Current Interest Rate 10.00% 10.00% 10.00%

Long-term Interest Rate 10.00% 10.00% 10.00%

Tax Rate 30.00% 30.00% 30.00%

Other 0 0 0

Projected Balance Sheet

Pro Forma Balance Sheet

Year 1 Year 2 Year 3

Assets

Current Assets

Cash 69,525 167,024 318,513

Inventory 28,838 63,135 69,963

Other Current Assets 0 0 0

Total Current Assets 98,364 2,30,159 3,88,477

Long-term Assets

Long-term Assets 8,500 8,500 8,500

Accumulated Depreciation 2000 4000 6000

Total Long-term Assets 6,796 5,092 3,388

Total Assets 1,05,160 2,35,251 3,91,865

Liabilities and Capital Year 1 Year 2 Year 3

Current Liabilities

Accounts Payable 32,484 46,059 48,660

Current Borrowing 0 0 0

Other Current Liabilities 0 0 0

Subtotal Current Liabilities 32,484 46,059 48,660

Long-term Liabilities 0 0 0

Total Liabilities 32,484 46,059 48,660

Paid-in Capital 183,100 183,100 183,100

Retained Earnings (24,100) (1,10,424) 6,092

Earnings (46,545) 11,508 1,98,490

Total Capital 72,676 1,89,192 3,43,205

Total Liabilities and Capital 1,05,160 2,35,251 3,91,865

Net Worth 72,676 1,89,192 3,43,205