Executive Summary

Green Office addresses the market need of environmentally-friendly office

supplies..Green Office will service a wide range of customers including corporations and
government agencies.

Products
Green Office will sell eco-friendly products that use recycled materials, reuse
"recharged" existing parts, or use non-toxic alternatives. Green Office will sell recycled
paper ranging from notepads to envelopes to copier paper, a wide range of laser toner,
inkjet cartridges and common office supplies such as correction fluid.

Customers
Green Office has identified three market segments. The first is corporations, with an 8%
growth rate and 12,000 potential customers. The second is government agencies, with a
11% growth rate and 7,886 possible customers. The last category is assorted customers
with a 7% growth rate and 56,888 possible customers.

Competitive Edge
Green Office will offer a complete range of office supplies,and school supplies to
become a one-stop shopping place for supply needs. Green Office will offer an
unprecedented level of customer attention. It recognizes that shopping must be the the
most trouble free, pleasant experience if it expects to form long-term relationships with
customers.

Objectives
 To become the premier source of environmentally-friendly office supplies and school
supplies

 Quickly grow in size and become a profitable business within the first two years.

Mission

It is Green Office's mission to become a leading vendor of environmentally-friendly

office supplies. Green Office will become a market leader offering a wide, price
competitive selection with the finest customer service.

Keys to Success

 Offer environmentally-friendly stationery supplies at competitive prices.

 Secure large contracts with corporations,Schools and government agencies.

 Ensure fiscal efficiency through strict financial controls.

Products
Green Office offers a wide range of stationery supplies, all of which are environmentally
friendly. Products include:

 Retailing of stationery
 Office supplies and other related merchandise (Pens – blue, black, red, Highlighter Stationery
for small or home office
 Permanent marker (Texta/Sharpie)
 Pencil and pencil sharpener
 Colored pencils, pens and markers
 Eraser, Correction tape/fluid/Liquid Paper
 Mechanical pencil and spare leads
 Plain paper (for printer)
 Notebooks, ruled paper, binder books,
 Scrapbook, art book, Ruler, Glue, Sticky tape + dispenser
 Packing tape + dispenser, Bulldog/Fold back clips
 Stapler and staples
 Rubber bands, Paper clips, Hole punch, Drawing pins
 Plastic pockets, Manila folders, Storage pockets, Arch folders
 Folder dividers, Hanging files, Filing trays, Sticky labels (e.g. Avery) for addressing or filing,
Post-Its/yellow stickies
  Index cards, Label maker and spare tape, Scissors, Box cutter/utility knife/Stanley knife
 Guillotine, Calculator, Printer toner, Tissues, Paper towel, Postage stamps
 Envelopes, Rubber stamps (return address, entered, paid), Laminator and spare pouches
 USB memory sticks
 Batteries (for electronic equipment, for wireless keyboard and mouse), Calendar, wall
planner, Desk pad
 Blu-tack /green tack, Wall hooks (e.g. ‘Command’), Whiteboard/dry erase markers,
Whiteboard eraser and cleaning fluid et al).

Market Segmentation

Green Office has identified three customer segments that it will go after:

 Corporations: This customer group is composed of companies, typically with at

least 35 employees. This customer group makes purchases for the entire
organization, however sometimes different groups within the same organization will
make purchases individually.

 Government Agencies: This segment is an ever expanding group. The foundation of

this segment is Former President Clinton's Executive Order (EO) 13101 entitled
"Greening the Government Through Recycling, Waste Prevention, and Federal
Acquisition." This order requires the federal government to buy recycled content and
environmentally preferable products.

 Schools: we will target large number of schools in our city.

Target Market Segment Strategy

As mentioned previously in the Market Segmentation section, three customer groups

have been identified. Two of these, corporations and government agencies and Schools
are quite attractive as customer segments.
The hiring process for these sales agents will be done with the specific group in mind.
The agent responsible for the government agencies will be chosen based on his past
experience and proficiency in selling to government agencies if possible. Green Office
will therefore provide each experienced sales person with an exclusive territory, assisting
them in achieving high sales marks for the respective customer group.

Strategy and Implementation Summary

Green Office's goal of becoming a major vendor of environmentally-friendly office
supplies is an ambitious but achievable goal. Green Office will leverage its two part
competitive edge to achieve this goal. The first edge is an unbeatable selection of green
office supplies.

This all inclusive product catalog creates a compelling one stop shopping venue. This
wonderful product selection will be supported by a customer-centric company culture.
The marketing and sales strategies support these two competitive edges.

The marketing strategy seeks to develop an awareness of Green Office and its ability to
offer a wide selection of eco-friendly office products. All products will be priced
competitively, often at the same low price as non eco-friendly products.

The sales strategy will use specially engineered economic incentives that channel account
manager behavior into the mode of ensuring, happy, long-term customers. This entire
strategy is based on the company's philosophy that it is far cheaper to maintain a current
customer than it is to attract new ones.

Competitive Edge

Green Office competitive edge is two fold, a wide selection of office supplies making it a
one stop shopping place and a strong customer service oriented organization where the
customers are assigned a specific sales agent/account manager to assist them.
By offering a strong product catalog, customers are able to place all of their office
supplies orders at one place instead of having to contact multiple vendors each week or
month, whatever the interval may be. Creating the perception that all of the company's
office supply needs can be met by one company, Green Office has a competitive edge.

The second edge is Green Office's focus on customer service. The company recognizes
that if long-term sustainable growth is desired, the customers must feel like that they are
being offered the finest service. This will ensure the building of a loyal customer base
that will assist Green Office in becoming a sustainable operation.

Marketing Strategy

The marketing strategy will be based on a communication effort that announces Green
Office's two competitive edges, their selection and customer service. To be able to order
all of an office's supply needs from one easy-to-work-with vendor is a significant value.
Backing up the extensive product catalog with top rate customer service will retain
customers.

Green Office will undertake a marketing campaign that communicates its competitive
edge. The campaign will rely primarily on print advertising. The media outlets to be used
will be determined based on the readership levels and targeted companies. The campaign
will develop an awareness of Green Office to the targeted customers. The development of
an awareness or image of Green Office is the first step in the implementation strategy, the
second step is the sales strategy detailed in the following section.

Sales Strategy

Green Office's sales strategy will be based on the conversion of qualified sales leads into
paying customers. The key emphasis here is customer service. Green Office recognizes
that customers desire that their needs are taken care of.
Additionally, customers want a seemless experience where their expectations are
managed. Green Office will accomplish these lofty goals by assigning a specific account
manager/sales agent to each customer (assigned by the customer type). The sales agent
receives a commission not just for the individual sale but also using a complex formula
that takes into account long-term customer satisfaction of the client.

Green Office therefore has developed an economic incentive for its account managers to
develop long-term customers. This incentive based system is key to the sales strategy
because it creates an incentive for the sales agent to take into account Green Office's
strategic survival, not just the agents short-term compensation. In addition, long-term
customers are more profitable than new customers.

Industry Overview

The office supply stores industry comprises of stores that predominately retail stationery, school
supplies and office supplies. It is important to note that some stationery stores and office supply
business may also sell a combination of new computers, office equipment, furniture and supplies
Furthermore, there are no licensing requirements to enter the industry and as such, the Office Supply
Stores industry has limited barriers to entry

MARKET POTENTIALITY OF SCHOOL AND OFFICE

SUPPLIES BUSINESS
The market potentiality of this business is huge in our country. Being a rapidly developing country, there are
new offices and schools getting started in every now and then. Whatever, the market situation may be, the
schools and offices will have the constant demand of stationeries like the pens, pencils, staplers, copies papers,
envelopes, ink, paper clips, refill cartridges etc. Thus making the school and office supplies business a
recession free business idea which has a huge and constant demand in the market.
RECESSION FREE: –
Whatever the market condition may be, the demand of stationeries by the schools and offices will always be
there in the market. Thus, you can a constant sale over the year which you can easily grow with your
management schools.

DEMAND: –
With the increasing numbers of schools and offices in India, the market for different stationeries items has
increased a lot in past few decades. Thus, the demand for the different stationary items has also increased a lot.

NON-PERISHABLE STOCK: –
The stock in the school and office supplies business usually doesn’t come with expiry date. Most of the items
in this business are non perishable and can be kept in stock for a longer period of time without the danger of
getting spoiled or damaged in compare to other businesses.