In 2016, the total number of consumers connected to the

grid was 21.8 million. The government plans to connect

98% of households mainly through grid extension by 2021
Team Breakthrough
Ajwad Ud Dowla
Nabanita Islam
Malisa Mubashhira Odhora
Jamiul Islam
Ikra Jehaan
 Marketing 202
Societal Marketing Business Plan on

Producing Electricity from Algae

 Situation Analysis of Bangladesh

Developing Nation with GDP of 221.4 billion USD as of 2016

Economy shows a great potential with no pause in growth

Current government of Bangladesh aims towards a Digital Bangladesh

Bangladesh is Politically unstable

 Energy Market of Bangladesh

Rural population accounts for 62% of the entire nation as of 2016 but these
rural areas of our country are still deprived of electricity

Electricity generation using biomass fuels has

captured a lot of attention

Biggest advantage of biomass production from

algae is its high energy content

Algae has the capability to produce over 30 times more energy per unit
area than other 1st and 2nd generation biofuel crops
 Competitor Analysis
Most of the power suppliers in
Bangladesh fall under BPDB.
Current Power Providers: However, the providers are not
BPDB, DPDC, DESCO, head to head rivals since they are
WZPDC, REB public firms

Other than REB operating

The private sector
Rural Power Co. Ltd, no other
accounting for 47% of the
firm targets the rural
country’s power generation,
population of this country
tends to be a very
competitive market
 Our Solution

Clean, reliable, cost effective

and efficient source of energy
produced directly from algae
or microalgae which are found
in abundance in ponds,
streams, lakes, rivers, canals
and many other water bodies.
“Your electricity,
our responsibility”
How ‘Pure Power’ Works
1 2 3

Pure Power achieves a Photosynthesis excites Electricity produced from

milestone in procuring electrons, which can then algae can be used for
and supplying clean be turned into an electrical household and small-scale
energy by tapping into the current using a specially industries especially in the
electron activity in designed gold electrode rural areas very efficiently
individual algae cells
Understanding the market
 Market Segmentation
Components Rural People
Benefits Sought Household chores and
lighting/heating/cooling required for
agricultural or farming activities.
Urban People
Industrial/Official works, comforts,
entertainment and luxury usage

Knowledge of Product Low to Medium Medium to High

Usage Rate/ Dependence Low to Medium High

Price Sensitivity High Medium

Demographic Income Low Low, Medium and High

Psychological Lifestyle Inclined towards low price Concerned about the Environment
 People belonging to the rural region adjacent
to Dhaka City in the beginning and gradually
other rural regions

1) Rural people who are mostly involved in

Target Market agricultural and farming activities-

advanced agricultural and farming
techniques

2) Rural people who are deprived of 5

hours electricity daily
 To convince people of the high
efficiency and cost effectiveness

Vision of producing electricity from

algae and microalgae. Make
them believe that the future is
here!
 1. Producing clean energy and electricity
from the most negligible part of a pond,
canal or any water body which is algae.

2. Promising the production of high

Mission efficiency bio electricity that does not
produce CO2 as by product which makes it
very environment friendly.

3. Eliminate the scarcity of electricity from

urban and especially rural areas
 PURE POWER brings light into the
lives of the people living in the dark
by providing electricity which is
generated directly from

Positioning algae/microalgae collected from

several ponds, lakes, streams, canals
and rivers. It is reliable,
comparatively cheaper and more
cost efficient and surprisingly eco-
friendly for our environment
 A new form of eco-friendly energy ensuring
up to 16 hours of electricity, PURE POWER
is providing a completely different form of
energy and electricity without producing
Carbon dioxide as the by product
Value Proposition Unique Selling Point:
● Cost Efficient
● Eco-friendly
● Efficiency
● Reliability
 SWOT Analysis

● Easily Available and Eco-friendly Raw Materials

STRENGTHS
● First Mover Advantage

● Lack of top-notch Equipments and Technical Support

WEAKNESSES
● Unsatisfactory Production of Electricity

● Alternative Source of Energy with Demand in Future

OPPORTUNITIES
● Patronization of Government for Conserving Environment

● More Efficient Alternative Source of Energy

THREATS
● Consumers moving towards competitor’s products
 Marketing Mix
Product Strategy

● Energy demand is increasing but there is threat

of climate change

● Urgent to find a renewable and cleaner source

to produce electricity which can be an
alternative to fossil fuels

● Alternative can be electricity from highly

available algae which is a much more efficient
and environment friendly process
 Marketing Mix

Pricing Strategy Place Strategy

● Competitive pricing strategy ● Rural areas of Bangladesh

● Will determine the price ● Covering the hill tracks, Haor

considering how the competitors and Chor areas where there is
are determining the price of their deprivation of electricity and
electricity supplying electricity is
difficult.
 Marketing Mix
Promotion Strategy

Sales agent in local areas

Use posters, leaflet, brochure for raising awareness
Linkup with many NGOs like Grameen Bank, BRAC etc

Distribution Strategy:

● Direct sales
● Corporate Clients
● Distributors and Dealers
 Action Program

January to April May to August September to December

● Detect sources ● Starting the project work Business

● Collect resources ● Intensify promotion Evaluation
● Create awareness ● Unemployment eradication
● Office rent and maintenance costs
● Employee wages
● Cost of training the employees
and field workers
● Transportation costs
Start-Up
● Advertising and promotional costs
● Government license costs Business Costs
● Telephone and Internet bills
● Costs of tools, machineries
and equipment
 Budget
Projected Income and Expenditure Account at the end of the first year

Net Revenue   BDT 280000000

Expenses:    

Set Up cost BDT 200000000  

Utility 30000000  

Salary 70000000  

Insurance 25000000  

Rent 75000000 (400000000)

Net Loss   (120000000)

 Budget
Projected Break-Even point

900000000
Break Even Point
800000000
700000000
600000000
500000000
400000000
300000000
200000000
100000000
0
Year 0 Year 1 Year 2 Year 3
 Budget

Expenditures Projected Expenditures:

Set up Cost Insurance Utility Rent Salaries

Thank You