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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE

Executive summary:


With an Industry worth tens of billion, the baking industry is getting more lucrative. Peoples
tastes for goods are becoming more sophisticated and everyone desires bakery products and
sweets in general and would like to have sweets even more often if they were actually healthfully
good for you.

First time in the history of Pakistan, Sublime Ideals bakery will provide 9 largest trustworthy and
leading bakeries products of 3 largest cities (Lahore, Karachi, and Islamabad) under one roof in
marketspace.There is no existence of a Bakery in Pakistan as we are introducing, we feel proud
to introduce it first time in Pakistan. Sublime Ideals Bakery expects to catch the interest of a
regular loyal customer base with its broad variety of products of leading brands. Initial
Investment to start up it is Rs.7, 500,000.


Sublime Ideals Bakery will bring all the products of Gourmet, Shezan, cakes & bakes, Rahat
bakers Islamabad, Broadway bakery, Bakeworld, Master cakes, Blue Ribbon, disco Bakery
under one roof and people can get all these products by just one click. Now, there is no need to
visit the bakeries to get your desired bakery products. This will be a direct marketing of the
brand name for the best quality and the best competitive price.
Sublime Ideals bakery will do this through its website i-e www.sublimeidealsbakery.com

We are also providing services for the arrangements of events such as birthday parties. Instead of
it, we are also offering gifts, greetings. This is the new world to make the peoples precious
moments alive forever.

Sublime ideals Bakery will open its Head office in Lahore, and two branches will open in
Karachi and Islamabad in order to do its operations more effectively and efficiently.
Management team will be highly committed for the success of Sublime Ideals Bakery.
Employees will be empowered. The employees will have a right to participate in the decision
making processes for its success.







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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE

Keys to Success:

Keys to success for Sublime Ideals Bakery will include:
1. Providing the highest quality bakery products with personal customer service.
2. Providing Customized Products and Services.
3. Innovative Ideas.


Online bakeries are not all generated equal. Online bakery delivery is a subtle mastery, every
time you deliver you are transferring love and warmth from one person to another, a brother to
his sister, a mother to her son, a husband to his wife, the giving of a special corporate gift
between business friends, the combinations are never-ending. The care we give every time is the
same.
















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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
First time in the history of Pakistan, we are proud to introduce the products of nine leading and
trustworthy brands of three largest cities of Pakistan.
Lahore Bakeries:









Gourmet Bakers and
Sweets
Cakes and Bakes
Shezan Bakery



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Karachi Bakeries:










Blue Ribbon
Master Cake
Disco Bakery



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Islamabad Bakeries:




MISSION STATEMENT:
To be the leading online bunch of bakeries in Pakistans three largest cities (Lahore, Karachi &
Islamabad) through providing the business opportunities to the baking sector by converting
brick to brick bakeries into click and click. We will achieve this by introducing innovative
products, hiring the best people providing quality customer care and services so that we can
make every customer smile.
To Nurture, Delight and Serve Pakistan-Every Meal, Every Day

Rahat Bakers Islamabad
Bakeworld Bakery
Broadway Bakery and
Sweets



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
VISION STATEMENT:
We will be the preferred and foremost choice of customers in the baking sector. We are a
company with trustworthy leading brands for our customers. We are forward looking and
innovative. In 2015 we will be the best online bakery products and services provider.

OUR IDEOLOGIES:
Innovation of ideas.
Honesty and integrity.
Enriching the lives of our employees and business partners through success.
Continual self-improvement, fanatical consistency and endless attention to detail.
Respect for individual initiative, encouraging creativity and ability.
Customer feedback in order to make perfections.
Quality assurance.
Focus on TQM.
Employees must be empowered.






We commit ourselves to everything we do.
We deliver results and invest to build and grow.
We execute with precision and excellence.
We provide superior products and services daily.
We nurture each relationship with integrity.
We collaborate building personal bonds that multiply our achievement.




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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE

OBJECTIVES:
The main objective of Sublime ideals is to convert brick and brick bakeries into click and click
while insuring that Sublime ideals name is synonymous with the products of the highest quality
brands.
To achieve higher Profitability.
Making all possible efforts to sustained Organizational growth.
We Value the
CUSTOMERS



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
To deliver highly customized products and services.
To ensure delivery on time as per the order.
To make customers precious memories alive forever.
To make customers highly satisfied and delighted.
Focus on Customer retention.
To ensure continuous improvement of Sublime Ideals environmental performance.
Measuring the cost and benefits to business of its activities
Total compliance with the laws.
To encourage Teamwork.

Products and Services:
Products and services that we are offering are as follows:
All bakery items (Cakes, sweets, biscuits etc.)











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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Greetings (cards, flowers, attractive packaging etc)






Gift shop (gifts for special occasions i.e. birthdays, anniversaries, weddings, eid,
engagements, special event parties, valentines day, mothers day, fathers day, festivals
etc.)








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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Event and special occasions arrangements (Birthdays, Eid Milan parties, Christmas
parties, Valentines day parties)





Payment mode:
Payments can be made by customers using following electronic cards:
Payments can be made by customer by using credit cards.
Payments can be made in bakerys accounts.
Payment can also be made by using debit card.











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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
VALUE PROPOSITION:
Sublime Ideals will place itself as irreplaceable online bunch of bakeries where its customers will
get the convenience to place order online and get on time delivery in just one click. They will
able to get the products of trustworthy and leading bakeries from three largest cities (Lahore,
Karachi & Islamabad).
We are in the unique gifts, greetings (Flowers, cards, gift shop) and birthday party arrangement
business; we use tested and known bakeries to form an online family of bakeries who have
committed to a proprietary code of excellence.
This shows in the quality our online bakeries offer in everything we do from fresh baked goods
to overnight delivery of cakes and gifts.
Your satisfaction is essential for Sublime Ideals, and if our online bakery products or our
delivery fails to meet your desires and not as per the requirements of the order, we will provide a
replacement or substitute of your choice.








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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE





Availability of
leading and
trustworthing
bakeries under
roof
Customization of
products and
services
Cost Saving
Customized
events
arrangemnts
Save cognitive
energy of
customers
On time delivery
through one click
Time Saving




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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Revenue Model:
The objective of higher profitability will attain through the following revenue models:


Sales Revenue Model:

We will drive revenue by selling bakery products, Information and gifts. Greetings
and events arrangement services to customers. Out of 100 % of our sales revenue
25% share will be provided to that bakery which product is being purchased.
The total cost of the specified product +25% of the profit will be given to the
bakeries.

Subscription Revenue Model:

We will offer our customers some extra services and 5% discount by charging a
subscription fee for the access of some or all of our offerings. The customers will be
Sales
Revenue
Model
Subscription
Revenue
Model
Advertising
Revenue
Model



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
able to get these offerings and will be eligible for subscription fee after getting our
membership by paying Rs.2000 per year.

Advertising Revenue Model:

We will also provide a forum for advertisements from interested bakeries and receive
from advertisers.

Market Opportunity: (Where will be the business compete?)
The opportunity of setting up the online bunch of bakeries is linked with the eating habits of the
people. People in Pakistan enjoy the traditional food very well but recently world known food
chains have brought cultural change in Pakistan. Now people are ready to eat junk food, While
closely observing the trends, Bakeries are playing an important role in this new era as it is the
only source which provides not only traditional bakery items but also new lines and varieties of
confectionery items.

We are lucky well to introduce our site because we are taking this step first time in Pakistan. So
the possibility to gain 100 % Market share is quite obvious.

Also for taste/enjoyment consumers are demanding a higher standard of bakery food quality.
Value for money and one click choice and exposure to new foods both have resulted in demand
for diversity in terms of food varieties and uses. Food safety is a major issue around the world
and consumers are looking for fresh and hygienic bakery items and which are made from natural
products (i.e. free of Preservatives).
As the main decisive factors in this case are events and seasonal celebrations. The peaks will be
classified as winter/ spring and Off Peaks as summer.
In this market we maximize our potential for success due to several facts.
Highly prosperous local population
Birthdays and event celebrations throughout the year
Ever-changing upscale student population
We are the only one to provide a variety products of famous bakeries under one roof
Easy to find products
Convenience of delivery at their door step in no time



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Market segmentation:
It is comprised of five target groups(infants, children, teen agers, parents, grandparents)
Prosperous local population
People of every age group
Teen agers looking for excitement and innovative products
People from different minorities religions on religious occasions (Christmas, Holi,
Diwali)
Muslims most targeting group on special occasions like EIDs
Competitive environment:
Competition could be a factor but currently there is no such concept operating in Pakistan.
However there is large risk due to the uncertain economy but a well thought out plan and idea
and having that executed well could spoil any potential competition. . Similar but not exact
bakeries that exist in Pakistan are as follows:
LAHORE
P.C Online Fresh Cakes
Sweet Tooth (53-C, 24th Commercial Street Phase-Ii Ext., D.H.A.)
United Bakery (Chowk Qartaba,Mozang Chungi)
A-One Bakers In PIA Colony
Al-Rahem Bakers In Gulberg 3
Arabians Delights
Le Rve: Designer Cakes & Chocolates(Founded In 2010,Le Rve Is An Online Bakery,
Based In Lahore, Which Specializes In Designer Cakes, Cup Cakes, Brownies And Its
Own Line Of Chocolates!. ).
KARACHI
Karachi bakery (Hyderabad)
five star bakery in Karachi
United Kings
Gift 2 door.
ISLAMABAD
Online search engine for sending,receving cake(epakmart.com)



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE

Competitive advantage:
We are proud to bring the first door towards the new world of online bunch of bakeries. Where
the consumers will be able to get and share happiness to their love ones. We are not providing
the variety of well-known bakery products to be easily searched in no time but also ensuring the
on time delivery to your door steps.
We are first such servers so we will get the first mover advantage. People will always remember
the sublime ideals as the synonym for the bunch of bakeries online ahead remembering as
happiness under one roof.
Market strategy:

Marketing and branding of SUBLIME IDEALS will play a key role in the mobilization of
targeted number of customers.
Major marketing options include:

ADVERTISING ACTIVITIES
dvertising activities will involve the following in order to create awareness of the site
among customers and in return gaining more and more customers. And in such a way
the sales will increase which will lead it high profit.





A



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
ARGUMENTS:














The description of the table is as follows:
Site advertisement will be from February to September: To make customers aware of
sublime ideals bakery so they can order it in time.
Output Period of time
Site
advertisement
February to September
Radio spots February to April
Magazines ads Mid-March to June
Television spots April to September
Outdoors May to September
Public Relations May to September
Publicity All the time



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Radio Spots will be from February to April: Radio is the most listened media by students
(based on researches); the target market would hear our radio spot several times a day. This
will ease the recognition of sublime ideals bakery in future promotion tools.
Magazines Ads will be from Mid-March to June: The target market will then match an
image with the name of the site more easily. The recognition of sublime ideals bakery will be
faster.
Television Spots will be from April to September: To send a widespread message to the
customers that Sublime ideals bakery is now available. Critical step in the promotion.
Out Doors will be from May to September: Putting ads in specific places.
Public Relations will be from May to September: We will use special events.
Publicity will be all the time: Use of conferences and news to make the general public aware
of the existence of Sublime ideals bakery.
MEDIA PLAN
Before choosing the appropriate Medias, it is important to note that Generation Y consumers
only give partial attention to media. However, they can be reached through integrated programs.
They are typically using more than one communication media at a time; a behaviour that is often
called multitasking. This group of consumers doesnt give its full attention to one single
message, but rather uses continuous partial attention to scan the media. Marketers can still
communicate with Generation Y by using a variety of targeted promotional tools.





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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Output Examples
Television GEO, PTV, ATV, ARY DIGITAL, HUM, CITY 42.
Radio 106.2, 101, 100, 103, 91
Magazines AKHBAR-E-JAHAN, SUNDAY MAGAZINES and
NEWPAPERS, DAWN and Masala TV magazine.
Internet Banners on selected websites.
Outdoors Billboards and prints in select areas including:
Campuses, transportation (bus, metro, stations)
Universities, Schools and Colleges.
Outskirts of key cities in geographical reach
Public
relations
Stands or special displays and events in schools, malls, colleges
and Universities.
Publicity Advertisement on social community sites such as Facebook etc.

Organizational Development
The keys to open new gateways towards success will be:
We will be expand our business in next five years to all over Pakistan



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
We are planning to enter into international market in next 8 years
The creation of temptations and unique greetings and celebrations in future
The launching of innovative food products under sublime ideals bakery
Focus on more specialized and committed staff
Introduction of training programs to employees to increase their efficiency and
effectiveness
More dynamic and attractive website with more additional and feasible features
We will hire more specialized persons.

















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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Management Team:


SWOT Analysis:
The SWOT analysis is an enormously useful tool for understanding and decision-making for all
types of situations in business and organizations. SWOT is an abbreviation of:
S--------Strengths
W--------Weaknesses
O---------Opportunities
T-------- Threats.
The SWOT analysis headings provide a good framework for reviewing strategy, position and
direction of a company or business proposition, or any other idea.
Strengths and Weaknesses are 'mapped' or 'graphed' in contrast to Opportunities and
Threats.
To enable this to happen cleanly and clearly, and from a logical point of view anyway when
completing a SWOT analysis in most business and marketing situations.
CEO
Miss Sara Baig
Branch Manager
Karachi
Mr.Zahaib Khan
Accountant
Miss Rida
Zarnish
IT Manager
Miss Amna
Fayyaz
Branch Manager
Islamabad
Mr.Imran Khan
Accountant
Miss Sadia
Perveen
IT Manager
Miss Iqra
Azhar
Branch Manager
Lahore
Mr.Qaisar Siddique
Accountant
Mrs.Noor
Zahaib
IT Manager
Mr.Farhan
Usmani



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
SWOT Analysis:
Our society is basically an Opportunity Heaven for baking industries with high utilization of
bakery products. Whether we are talking about any marriage ceremony or may be any birthday
event, presence of sweets and bakery products always there while conveying different messages.
Even our cultural and religious occasions are considered incomplete without such a sweet and
bakery stuff. The core idea is that sweet & bakery industry got a tremendous scope in Pakistans
society with having negligible chances for its failure.
So, we are the first one to introduce the online bunch of bakeries in Pakistan. We are providing
Pakistans 9 largest trustworthy bakeries products under one roof. In addition to it, we are
offering services to make the customers precious moments alive forever (such as birthdays,
weddings, cultural festivals and religious festivals).
With the changing trend of the society the traditional shape and taste of our people are changing
and many other alternatives are replacing it. Status consciousness is among one of the strongly
contributing factors which is continuously changing customer taste. Such as cake, pastries, ice
creams and chocolates are the popular categories that are giving tough time to traditional desi
sweets.
Strengths and Weaknesses are regarded distinctly as internal factors, whereas
Opportunities and Threats are regarded distinctly as external factors.
The concept is explanation in more detail as follows:
Strengths and
Weaknesses
the internal environment
- the situation inside the
company or
organization
for example, factors relating
to products, pricing, costs,
profitability, performance,
quality, people, skills,
adaptability, brands,
services, reputation,
processes, infrastructure, etc.
factors
tend to be
in the
present
Opportunities
and Threats
the external environment
- the situation outside the
company or organization
for example, factors relating to
markets, sectors, audience,
fashion, seasonality, trends,
competition, economics,
politics, society, culture,
technology, environmental,
media, law, etc.






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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
SWOT issues into actions under the six categories:
Albert Humphrey advocated that the six categories:
1. Product (what are we selling?)
2. Process (how are we selling it?)
3. Customer (to whom are we selling it?)
4. Distribution (how does it reach them?)
5. Finance (what are the prices, costs and investments?)
6. Administration (and how do we manage all this?)
Strengths (Maintain, Build And Leverage)
Opportunities (Prioritize And Optimize)
Weaknesses (Remedy Or Exit)
Threats (Counter)





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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
STRENGTHS WEAKNESSES
Nine largest bakeries products
under one roof
End-user sales control and
direction.
Right products, quality and
reliability.
Superior product performance vs
competitors.
continuously introducing new
products for its Pakistani patterns
on frequent basis, thus expanding
its product
offerings
Better product life and durability.
Some staff have experience of end-
user sector.
Have customer lists.
Direct delivery capability.
Product innovations ongoing.
Products have required
accreditations.
Processes and IT should cope.
Management is committed and
confident.
Customer lists not tested.
Some gaps in range for certain
sectors.
We would be a small player.
No direct marketing experience.
We cannot supply end-users
abroad.
Need more sales people.
Limited budget.
No pilot or trial done yet.
Don't have a detailed plan yet.
Delivery-staff need training.
Customer service staff need training
Management cover insufficient.



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
OPPORTUNITIES

One of the most important
opportunities is that it can increase
their target market by capturing
other cities which consist of the
potential customers
Local competitors have poor
products.
online bakery is changing the social
trends specially for the people they
dont have time they simply place
their order online and can save their
precious time.
Increasing health and hygiene
awareness among Pakistanis has
greatly increased the sale of online
bakery products both the
government and media have started
health awareness the online bakery
provide fresh food directly from oven
on your order this is the greatest
opportunity for the expansion of
business.
It is the great opportunity for our
online services to expand their
business and market by exploring the
new markets nationwide and
internationally
The business has the opinion to
expand its product by introducing
more brands with Pakistans
demographic profile changing in
favor of the consuming class
Could develop new bakery brands
products.
THREATS

Rising prices of raw material would
increase packaging and
manufacturing cost but the business
will not shift the entire burden on
customers
The growing trend of a healthier
lifestyle being adopted by the people
is a threat as they try to avoid the
high calorie or sugary food
There is a large competition in
bakery products because online entry
cost is low
Legislation could impact.
There are no so many entry barriers
so a large number bakeries can enter
Environmental effects would favour
larger competitors.
Existing core business distribution
risk.
Retention of key staff critical.
Could distract from core business.
Possible negative publicity.
Vulnerable to reactive attack by
major competitors.



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
New market to explore nation
widely.
Profit margins will be good.
End-users respond to new ideas.
Could extend to overseas.
New specialist applications.
Can surprise competitors.
Support core business economies.
Could seek better supplier deals.
















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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Financial Statements:
Projected Income Statement:
INCOME STATEMENT:
Year 1 Year 2 Year 3
Sales 1500,000 2,900,000 5,990,000
Cost of Sales 129,000 201,000 280,000
Gross Profit 1,371,000 2,699,000 5,710,000
Gross profit Margin % 91.4% 93.1% 95.3%

Operating Expenses:
Selling and Administrative Expenses:
Salaries and Wages 350,000 450,000 600,000
Sales and Marketing and Other Expenses 45,720 55,500 68,000
Other admin expenses 10,000 20,000 30,000
Amortization 18,000 19,800 21,780
Depreciation 29,000 28,936 28,884
Total Operating Expenses 452,720 574,236 748,664

Operating profit/Profit Before Interest
and Taxes
918,280 2,124,764 4,961,336
Operating Profit Margin % 61.2% 73.26% 82.8%
Interest Expense 4,323 3,125 1,875
Profit Before Tax 913,957 2,121,639 4,959,461
Taxes Incurred 7,406 12,413 14,867
Net Profit 906,551 2,109,226 4,944,594
Net Profit Margin 60.4% 72.73% 82.5%








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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Projected Balance Sheet:
Balance Sheet
Year 1 Year 2 Year 3
Assets

Current Assets
Cash & marketable
securities
3,784,355 5,805,023 8,204,091
Notes & Accounts
Receivable
4,720,837 6,332,106 9,095,934
Total Current Assets 8,505,192 12,137,129 17,300,025
Fixed Assets:
Property, plant and
equipment, net
1,146,331 1,138,230 1,244,723
Other assets, net 245,140 265,062 352,477
Total Assets 9,896,663 13,540,421 18,897,225

Liabilities and Capital Year 1 Year 2 Year 3
Current Liabilities
Accounts Payable 1,073,71 1,054,228 1,505,118
Bank loans and current
portion of long-term debt
1,250,98 459,590 564,695
Total Current Liabilities 2,324,69 1,513,818 2,069,813
Long-term Liabilities 1257643 2,317,104 4,182,818
Total Liabilities 1490112 3,83,0922 6,252,631
Capital 7,500,000 7600273 7700000



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HAILEY COLLEGE OF COMMERCE, UNIVERSITY OF THE PUNJAB, LAHORE
Net Profit 906,551 2,109,226 4,944,594
Total Capital 8,406,551 9,709,499 12,644,594
Total Liabilities and Capital 9,896,663 13,540,421 18,897,225