STOP SMOKING COUNSELING

“Healthier Than Ever”

By: M. KazimAdil (4363)

Submitted to Miss Samiya Hameed

“Smoking is like putting a loaded gun in your

mouth and liking the taste of its metal.” –Robert
Downey Jr. (Iron Man)
Abstract:

According to the WHO, Smoking remains a massive public health problem in the World, while
Pakistan having the highest consumption of tobacco in South Asia where108,000 people die each
year from tobacco related diseases. That means a greater opportunity for a greater good for a stop
smoking counseling in this Nation. Our people especially the youth are succumbing to this
vicious addiction at epidemic level because they take decision to smoke at the tender age where
they haven’t even developed acute decision making skills and they get addicted and at the end of
the day it is just another day over and no one does anything. So even if just one person quits
smoking because of it, that is a 100 percent success to me!

Even with the assistance of stop smoking aids, such as nicotine patches, gums, and pills, smokers
often need additional guidance and support to be able to kick the habit. Starting a stop smoking
counseling service is not difficult. The classes can be conducted in a group format or a one-on-
one in-home counseling basis. Moreover with 24/7 online chat and call support to keep people
committed. The best way to approach this type of instruction business is to develop a course
manual: a 'guide to quit smoking.' The manual can be the basis of the stop smoking program that
is offered to clients to make them understand the science behind the pleasure of this addiction.
The business is obviously best suited to be started by an ex-smoker, as they can better understand
their clients' situation. So I initiate the country's first ever Stop Smoking counseling to help, love,
support and encourage people to stop smoking for good!
Company Description:

Name: Stop Smoking Counseling

Why counseling?

Only Nicotine patches and gums are not needed. Most importantly the awareness, love, help,
support and encouragement is more motivating to quit to increase their willpower.

Location: Pakistan and can be reached anywhere in the world through online community
center called “QUITNET”.

Product and services: It will be actually a free to join the community, though we will offer
a premium membership for around Rs 1000 to Rs 3000 per month that will include one-on-one
counseling, an expanded "Quitting Guide," a Quit-Kit, medication recommendations,a 24/7
online community center called “QUITNET”,milestone trophies. Healthy alternatives such as
exercises, sharing of inspirational success stories and most importantly overall
personality development.

Product & Services

Stop Smoking Clinic is original, intriguing, and clever -- as well as first to market -- and
probably would appeal to a fairly broad number of people who smoke. 

Quit-Coach:Help and encourage people to quit by an office-space for one-on-one counseling

with our Quit-Coach and group motivational sessions and sharing of success stories.
Quit-Net: Provide free round-the-clock live chat rooms, message boards, and instant
messages called “Quit-Net.” And make it the most active community of nicotine addicts on the
Web.
One Tiny Reason to Quit: Give life learning lessons from former smokers on daily basis to
keep people committed

This woman here lost her voice because of smoking and speaks with a robotic voice now and
raises awareness!
Milestones, Competitions and give Trophies: A national quitting event/challenge that
aims to create an increase in quit attempts. There will be not a minute of the day or night that the
site will be empty."

Change4Life & Get Fit: Moreover initiate alternative programs such as “Change4Life: eat
well, move more and live longer” and Get Fit!

Quit-Kit: Down the road hope to pull in revenue by charging QuitNet users for a premium
package of services, such as access to face to face and online counselors. And dream of even
heftier payoff in plans to offer direct sales of “Quit-Kit” containing manual guide to stop
smoking with great tips, nicotine gum, patches, lozenges, inhaler, nasal spray, bupropion and
other FDA-approved smoking-cessation aids. I will negotiate with pharmaceutical giant
GlaxoSmithKline to serve as an online retailer of the company's nicotine-replacement products 

Quit-Cards:A whole manual-guide for making it easy to quit

Quit-Line: Quit-line will be a confidential telephone support service staffed by advisors who
will be trained to provide encouragement and support to help you quit.

Current Status: Hatching state and need incubation!

Legal status and ownership:Sole proprietorship

Key partnerships (if any): Very keen for it in the future!

Vision:
“To see a world where one doesn’t even know what the word Tobacco was.”
Mission:
“To create a tobacco-free society.”

Industry Analysis:

Industry size, growth rate and projections: According to the WHO Pakistan is the highest
consumption of tobacco in South Asia where108,000 people die each year from tobacco related
diseases. And Pakistanis spent Rs. 250 billion on over 64 billion cigarettes in the financial year
FY14, disclosed a State Bank report issued.That means this business can have the share which
there competitor has now and save them from the world’s number 1 preventable death causing
thing.

Industry Structure: By and large, we can conclude that the tobacco industry is earning
supernormal profit due to they are an oligopoly. Tobacco Industry is the most
successful Oligopoly. A state of limited competition, in which a market is shared by a small
number of producers or sellers

Key success factors: The success factor will be the eye opening awareness of what smoking
can do to you. That alone will rest my case for increasing the target audience’s motivation and
willpower.

Industry Trend: Smoking fashion has becomea fashion. A High amount of the youth
in Karachi is addicted to tobacco smoking It has become fashion for students to
smoke Hookah in Hookah lounges.

Long term Prospect: If somebody does nothing now, more tobacco related diseases will be
spread among our people.

MARKET ANALYSIS:

Market segmentation and Target market selection:

 1) Demographic segmentation: Teenagers till adult, regardless of any other demographic
factor
 2) Behavioral segmentation: Repetitive buying behavior to its addiction
 3) Psychographic segmentation. Social and lifestyle smokers
 4) Geographic segmentation: Pakistani and all over the world through our online
community Quit-Net.

Target Market: Smokers, may they be of any kind (occasional, recreational and chain) and
especially youngsters who’re prone to fall for the death trap at a very tender age when they can’t
make good decisions for themselves

Buyer behavior: Complex buying behavior even though tobacco products are affordable and
alike but the consumers can distinct even the subtle taste differences.
Competitor analysis: I don’t see any near direct competitor but my indirect competitors are the
oligopoly industry tobacco market and their work is done because of their product’s addiction
which I will counter with my awareness and fitness program!
Marketing plan:

“Discouraging cigarette smoking and tobacco use through de-marketing strategies and pull
users.”

Primarily target the schools, colleges and universities where we would conduct seminars,
distribute pamphlets and show them the harmful effects of smoking and tobacco use as humans
are visual animals and they learn better by viewing things, and once they know the future cancer
patients can be them they will likely to quit and take our help.

Next, position my ‘Quit-Kit’ in Pharmacies. And Pamphlets and posters in pharmacies,

colleges, and other public places.

Milestones, Competitions and Trophies:

A motivational campaign focused on people who quitted and succeeded and achieved in life.

A national quitting event/challenge that aims to create an increase in quit attempts

A national new-year quitting campaign to capitalise on seasonal motivation to quit. We will

explore the potential to use health-harms messaging to motivate smokers to make a quit attempt.

As well as continuing to develop and optimize the Quit Kit.

Additionally, throughout the year, we will support:

• Employers to help their employees to stop smoking

• Healthcare professionals to engage smokers (see Annex C)

Moreover initiate alternative programs such as “Change4Life: eat well, move more and live
longer” and Get Fit!

There is a wealth of national and international evidence to show that social marketing can
successfully motivate and support smokers to stop. The new approach aims to protect the public
from serious health threats and harms.

We will work with a range of national and local partners and with health professionals to ensure
they are aware of the important role they can play in prompting quit attempts, and in directing
people to services which improve their chances of stopping.

In future, the national marketing team will focus on doing those things that can only be done at a
national level, or that it is more cost-efficient to do once. This will include, for example, mass-
media advertising to reinforce smokers’ motivation to stop and to trigger significant numbers of
quit attempts, and negotiating national partnerships.

Motivation and triggers by telling the success stories and showing them the potential they have
to be.

Management Team and Company Structure:

Management Team:
The business is obviously best suited to be started by an ex-smoker, as they can better
understand their clients' situation. So I initiate the country's first ever Stop Smoking
counseling to help, love, support and encourage people to stop smoking for good!

For now I’m alone but I’ll get where I want and people hopefully will join me for this noble
service ofcourse!

Board of Directors and Board of Advisors: People having related academic roots will
be associated for more access to talent and great ideas, and the company will have a strong
Scientific Advisory Committee as Board of Advisors and Businesspeople as the Board of
Directors so they could help us.

Operations Plan

Stop smoking consulting is a for-profit smoking-cessation program that's will help and
encourage people to quit by an office-space for one-on-one counseling with our Quit-Coach and
group motivational sessions and sharing of success stories.

Also provide free round-the-clock live chat rooms, message boards, and instant messages called
“Quit-Net.” And make it the most active community of nicotine addicts on the Web.

Quit-Line will be accessible 24/7.

Phone 0300-Quit-Now (0321-255-5555). All states will have quit-lines with experts who are
trained specifically to help smokers quit.

Fitness Programs involving exercise with a physical gym presence

Initiate a awareness program one tiny reason to quit through social media and pamphlets

I will negotiate with pharmaceutical giant GlaxoSmithKline to serve as an online retailer of the
company's nicotine-replacement products 
Product (or Service) Design and Development Plan

Stop Smoking Clinic is original, intriguing, and clever -- as well as first to market -- and
probably would appeal to a fairly broad number of people who smoke. 

Development status and tasks:

Quit-Coach:Hire motivational dedicated people for this cause

Quit-Line:Hire sincere people with extraordinary communication and interpersonal skills

along with great wordplay and verbal dexterity for Quit-line which will be a confidential
telephone support service staffed by advisors who will be trained to provide encouragement and
support to help you quit

Quit-Net:Make an online portal, facebook page and app which will provide free round-the-
clock live chat rooms, message boards, and instant messages called “Quit-Net.” And make it the
most active community of nicotine addicts on the Web.

Milestones, Competitions and give Trophies: Initiate New Year’s national quitting
event/challenge that aims to create an increase in quit attempts.

Change4Life & Get Fit: Moreover initiate alternative programs such as “Change4Life: eat
well, move more and live longer” and Get Fit!

Quit-Kit: Down the road hope to pull in revenue by charging QuitNet users for a premium
package of services, such as access to face to face and online counselors. And dream of even
heftier payoff in plans to offer direct sales of “Quit-Kit” containing manual guide to stop
smoking with great tips, nicotine gum, patches, and other FDA-approved smoking-cessation
aids. I will negotiate with pharmaceutical giant GlaxoSmithKline to serve as an online retailer of
the company's nicotine-replacement products 

One Tiny Reason to Quit: Give life learning lessons from former smokers on daily basis to
keep people committed
Challenges and Risks:
A challenge is that the plan also exhibits a syndrome that I'll call channel crowding. It doesn't
explain clearly how the company will separate the free services from the enhanced services.

They say “Execution is more important than the idea.” And to prove that there was an uber
before and uber nobody knew about. So one of the most difficult hurdles for Stop Smoking
Consulting will be getting the word out about the site, which means that advertising expenses
may be higher than the plan outlines.

Financials (Costing)
Startup Costs: Rs20,000(For setting up the telephone line, website, and Quit-
Kit containing nicotine gums, patches and manual guide)

Break up: Money to be spent on social media marketing: Rs 10,000

Multiple Quick-kit: Rs.10,000

Part Time: Can be operated part-time.

Franchises Available? Yes 
Online Operation? Yes

The execution is more important than the idea. So it would need to have a startup cash of Rs. 10,000 –Rs
50,000 being spent on websites, mobile apps, pamphlets and brochures distribution in college universities
to raise awareness and bring in the revenue, it will be actually a free to join the community, though
we will offer a premium membership for around Rs. 1000 per month that will include
one-on-one counseling, an expanded "Quitting Guide," a Quit-Kit, medication
recommendations,a 24/7 online community center called “QUITNET”,milestone trophies and
success stories.