Aboo

Project summary

Critical Success Factors

ABOO has unique competencies that allow it to successfully implement this business plan

1. ABOO highest quality diapers:
   1. made from pure cotton
   2. processed by the Hot-Wind system
   3. no odors
   4. hypoallergenic
   5. anatomically correct shape
   6. don't leak
   7. soft rubber bands leave no marks

2. It's profitable with us
   1. you don’t need to buy a whole package to evaluate the quality, we will deliver a separately packaged sample of the required size for free

3. It's convenient with us
   1. order in 1 click via website /WhatsApp/Instagram/Telegram
   2. upon the first order, a customer card is automatically created and the chatbot sends questions to fill out the questionnaire
   3. The CRM system always remembers the delivery address, diaper size, reminds you about their imminent end and sends a check after payment
   4. no longer need to look for a new seller every time you run out of diapers

4. With us quickly
   1. Friendly and trained couriers will deliver diapers for free.
   2. Due to a well-thought-out delivery system, you no longer need to wait 4-6 hours for delivery, we will deliver in 1 hour.

5. Strategic price 6890 tenge.
   1. Based on the results of a marketing study conducted by the ABOO team, 89% of respondents consider the price of 6000-8000 tenge the most acceptable, where for 6000-7000 tenge. 62% of respondents voted for 7000-8000 tenge. 27% of respondents.

1. Industry Analysis

In the course of marketing research, we came to the following conclusions:

2. Market size
   1. The market volume in the Republic of Kazakhstan is from 127 billion tenge per year

Given the transition of many areas of life online, we assume that more and more parents in the future will order not only diapers, but also other children's products on online platforms.

Industry trends

1. Based on marketing research, from 35% (offline survey) to 47% (online survey) of respondents already order diapers delivered to their home.

Market Trend

1. Since 2005, the birth rate in the Republic of Kazakhstan has increased by 68%

Number of target audience

1. The number of target audiences in the Republic of Kazakhstan ranges from 800 thousand to 1 million 200 thousand children (according to data from bala.stat.gov)

1. Market Trend
   1. Since 2005, the birth rate in the Republic of Kazakhstan has increased by 68%

2. Industry trends
   1. Based on marketing research, from 35% (offline survey) to 47% (online survey) of respondents already order diapers delivered to their home. Given the transition of many areas of life online, we assume that more and more parents in the future will order not only diapers, but also other children's products on online platforms.
   2. Also, an equally important trend is the transition of many parents from foreign to Kazakhstani brands of diapers

Consumer Analysis

Below is information about who our clients are and their needs.

Target consumers

Profile of target consumers

1. Age: 20-34 years
2. Female gender
3. Children: average 2 children
4. Place of residence: Karaganda
5. Occupation: housewives on maternity leave
6. Hobbies and interests: active Instagram users (98%)
7. Choose and buy diapers: independently (79%)
8. Rarely use credit cards (Kaspi Red): 95%
9. They choose diapers by trial and error: from 41 to 59%

Consumer needs

Below is a profile of the needs of our company's target consumers:

1. Ready to try a new brand: 94%
2. Free samples before purchase: 88%
3. Free Shipping: 81%
4. Number of brands before choosing “yours”: on average 3
5. Price: 6000-8000 tenge (89%)
6. Ready to trust a Kazakhstani brand: 86%
7. Ready to use the site/app: 87%
8. App preference: 82%

Competitive advantages

ABOO expects to outperform its competitors for the following reasons:

1. Quality: Our diapers are superior to the competition because they are made from natural, breathable materials and are treated with HotWind technology, which makes them hypoallergenic, soft and odor-free. Soft elastic bands do not leave marks on the delicate skin of babies, and a high-quality absorber absorbs a large amount of moisture. Also, the anatomically correct shape does not restrict the child’s movements, and the quality of the materials makes wearing comfortable and safe.

The quality of our diapers is comparable to the quality of such brands as Lovular and Giraffe, the cost of which starts from 10,500 tenge per pack

2. Price: The cost of our diapers is 6890 tenge, which is a competitive price, especially considering the high quality of the diapers
3. Way to try: We suggest not to spend money to see the quality of our diapers; we are ready to bring free samples after registering in our database.
4. Convenient ordering method: The client can order through such channels as: Instagram, WhatsApp, Telegram, website. All client requests are processed and linked to the client card
5. Delivery speed: Our couriers will deliver diapers within 1 hour after ordering, since each region is allocated 1 courier pre-loaded with a batch of diapers
6. Delivery quality: Our couriers always look neat, wear branded uniforms, are always polite and friendly
7. Automation of the following sales: Our CRM system will send a reminder about the possible end of diapers and offer to pre-order packaging of the required size
8. Customer focus: Personal data collected during registration provides a huge advantage, since the system always remembers name, delivery address, birthdays, etc.

Marketing plan

The marketing plan below describes our strategy in the areas of sizes, types, sales channels, as well as advertising and promotion

Sizes and types

Diapers L

1. Type: Q-type panties
2. Duration and weight of use: from 12 to 18 months, 9-14 kg.
3. Quantity per package: 48 pieces
4. Cost: 6890 tenge

Panties XL

1. Type: Q-type panties
2. Duration and weight of use: from 18 to 24 months, 12-18 kg.
3. Quantity per package: 44 pieces
4. Cost: 6890 tenge

Panties XXL

1. Type: Q-type panties
2. Duration and weight of use: from 24 to 36 months, 15-22 kg.
3. Quantity per package: 42 pieces
4. Cost: 6890 tenge

Promotion plan

ABOO will use the following tactics to attract new consumers:

1. Advertising in groups for moms, with an offer to register and receive a free sample
2. Advertising in local public pages
3. Targeted advertising
4. Viral video marketing
5. Referral program
6. Promotion through opinion leaders
7. Event Marketing
8. Active SMM
9. Actions aimed at creating a favorable public opinion, such as: assistance to orphanages, holding sports, entertainment and other events

Sales channels

Customers can purchase our products through the following sales channels:

1. Instagram
2. whatsapp
3. Telegram
4. Website
5. Government procurement

We will be happy to discuss the project with you and also send you all additional documents and calculations, such as:

1. Marketing research results
2. Business plan, which includes:

• Market analysis
• Competitor analysis
• Consumer Analysis
• Business model
• Financial model
• Financial forecasts
• Marketing plan
• Operational plan and timing of the project.