SURYODAYA URJA Pvt. Ltd.

Solar PV System Integrator and Implementer

Maitri Colony, Dhapasi 2, Kathmandu, Nepal

Contents
Introduction

Executive Summary.....................................................................................................................
Business Industry Analysis2
History of the business.............................................................................................................
Brief Overview............................................................................................................................
Uniqueness of the Business.....................................................................................................
Goals and Objectives...................................................................................................................
SWOT and PEST Analysis

SWOT Analysis...........................................................................................................................
PEST Analysis.............................................................................................................................
Business Strategy

Target Market...............................................................................................................................
Management Strategy 7
Organizational Chart....................................................................................................................
Marketing Strategy

Market Assessment......................................................................................................................
Business Promotion Plan...........................................................................................................
Financial Plan 10
Source of Fund...........................................................................................................................
Utilization of Fund.....................................................................................................................
Profit and Loss...........................................................................................................................
Operation Plan

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Business Challenges

11

Future Improvements

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Introduction
Executive Summary
The world is growing day by day resulting in the increase of energy demands to sustain the
life. Demands are increasing but the resources are limited. The presence and volume of
fossils fuel e.g. oil, gas on this planet is decreasing in the alarming rate. Various alternative
sources of energy are being developed to replenish on a human timescale, such as sunlight,
wind, rain, tides, waves, and geothermal heat. Out of those sources, solar energy would be
crucial element to decrease the energy crisis of this world.
Solar energy is a renewable free source of clean energy that is sustainable and totally
inexhaustible, unlike fossil fuels that are finite. It is also a non-polluting source of energy and
it does not emit any greenhouse gases when producing electricity. Hence, solar energy is
preferred because of its versatility. Our concept is to reduce the dependency of people in
fossils fuel by increasing the uttermost use of solar appliances in various applicable fields. So
the prime motto of the company is Solar Energy Todays resource for a brighter
tomorrow!

Business Industry Analysis

With an average of 10 hours of power cuts per day, solar energy can be seen as a more
reliable source of energy in Nepal than the traditional electricity. Nepal is one of the best and
suitable for the solar industry in the world with solar irradiance 4.7 kWh/m 2/day. Solar energy
resources are one of the best in the world from the environmental point of view and it can be
for the Nepal. Nepal has the unique geographical area and being of the poorest country in the
world, supply of energy to every corner of the country is not the possible, and it is certainly a
thing to consider.
Solar energy is on the process of development on our country and it is extremely difficult to
get the exact numbers. Various organizations have been established for the purpose of solar
energy production. Number of research and surveys on different places of Nepal were
conducted for the suitability use of this energy. Based on recent studies it has been concluded
that there is not enough solar industry in Nepal but the demands and attraction toward solar
energy has been increasing day by day.
There are solar companies who have established themselves very well and supplied the
required demands they have acquired on the market. Suryodaya Urja Pvt. Ltd. is one of them.
The successful companies are found to have fulfilled the following considerations:
1. To plan and execute an integrated programme on development and implementation of
renewable energy projects.
2. To establish, provide, maintain, conduct and tests of all kinds and to process, improve,
innovate and invent new products, technologies, directly or in collaboration with other
agencies to achieve productivity, efficiency and commercialization.
3. To promote, organize, conduct and render consultancy services in the related activities
of the Company.
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4. Provide environment- friendly Solar Photovoltaic (PV) systems and related services in
order to satisfy and improve standard of living of customers by fulfilling legal and
customer requirements, setting and reviewing objectives and continually improving
our systems.

History of the business

Suryodaya Urja Pvt. Ltd. Company was formally registered on June 1999. It is currently a
leading Solar PV systems integrator and implementer in the country and is pre-qualified by
Alternative Energy Promotion Centre (AEPC) of Government of Nepal (GoN) to
manufacture/ integrate/ install solar PV systems for Government Subsidy programs. The
quality management system of this company is certified as complying with International
Quality Standard ISO9001:2008 as of January 2003 (then ISO9001:2000). It is the first
company of its kind in Nepal to receive such certification. It has also consistently been
successful in falling in category A whenever AEPC (along with Energy Sector Assistance
Programme (ESAP) supported by DANIDA, NORAD and GTZ) classified pre-qualified
companies into category A, B & C.
This company boasts a nationwide network of 3 regional offices, 3 branch offices and
dealers/ agents spread all over the expanse of the mid hill districts (where solar power is most
suitable). From January 2000 to October 2009, Suryodaya Urja has implemented well over
55,000 solar home lighting systems and several hundred larger standalone PV systems to run
computers, office equipment, FM stations and medical equipment (including solar vaccine
refrigerators) in different parts of the country. This company is currently implementing 15
KWp system for a boarding school in Kathmandu and has also designed and installed tens of
PV pumping systems (including one with 7.5 KWp array to lift 30,000 litres of water per day
at a head of around 150 m.) for drinking water projects.
The company can implement projects from the initial phase of design works to final phase of
installation and commissioning of the solar products. It also executes site surveys, feasibility
studies, and preparation of project proposals and report writing on possible power solutions
for remote off-grid areas. It is nationwide distributer, developer and service provider in solar
related products and services backed up highly experienced and skilled manpower of about
more than 50 personnel working on full time and par-time basis.

Brief Overview
Solar Industry has become one of the eco-friendliest renewable source of energy along with
other energy source. It will be the best for Nepal where the power cut is well above 10 hours
daily and no much other source of energy is developed. Hence, is suitable form of energy
which can help to irradiate or replace the other non- renewable energy sources for future. The
company is providing best choice of solar equipment with higher quality for the people with
the quick installation service within limited time and affordable cost. The company has
dedicated to provide the best solar related equipments, their installations, repair and monitor
along with door to door inspections in regular intervals from different branches all around
Nepal. The company also focuses on designing different solar power products according to

the peoples choices ensuring with greater efficiency. This solar company is the perfect place
to all service based on solar photovoltaic energy resources, can say All in One Place

Uniqueness of the Business

We treat customers as the ones who have special enthusiasm and interest for solar energy and
a vision for the renewable source of energy. This concept is a new one. The company systems
are of highest international standards manufactured under strictest quality control measures. Hence
ensures the quality of those products. While other solar industry serves from limited companys

solar equipments, we offer dynamic varities. The company can provide the products of other
services as well if the clients demands along with their warranty and installation within the
affordable costs. This company focuses not only on the home solar service but also for other
renewable sources of energy like wind, hydropower and also big solar plant which can be
connected in the main power grid line. They have started the survey of 10 MW solar power
plant on Biratnagar, Nepal. A step further for the development of solar company.

Goals and Objectives

The main goal of our company is to expand our services all over the country as well as
international countries and develop solar energy as an alternative reliable source of energy.
Following are the objective that we plan to execute to achieve the goals:

Conduct programmes on different areas about the benefits of solar energy and its
use.
Conduct research on various application of solar energy and other different usable
solar products.
Establish number of branches in different part of the country as well as
international countries to provide its service.
Provide customers with reliable and fast services in affordable prices along with
quality products and as a whole get a positive impact.
Improve overall efficiency of the company in terms of service, finance etc.

SWOT and PEST Analysis

SWOT Analysis
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Following can be concluded from SWOT analysis.
STRENGTHS:
The company has strategic collaboration and distributorship arrangements with
several companies of international hence, the systems are of highest international
standards manufactured under strictest quality control measures.
implemented well over 55,000 solar home lighting systems and several hundred larger
standalone PV systems in different parts of the country.

 The company has well qualified and highly experienced technical as well managerial
team to operate in various branches of the company.
Strong determination of the team to fulfil and achieve the company goals and
objectives.
Good relationship with customers with positive feedbacks.
Offers products and services at an affordable rate as compared to the competitors.
WEAKNESSES:
The initial cost for installation of the devices is quite high.
Sometimes it is difficult to supply the materials on time.
Are limited for a geographical point of view - solar panels are not popular in regions
where there's snow.
Difficulty in maintenance. Hence, require skilled manpower
Limited funds available and is less profitable.

OPPORTUNITIES:
Established company so have more market expansion and some competitors have
closed down.
Customers demand is very high from different parts of the country for installation of
home solar system.
expansion on different parts of the country within a few.

THREATS:
There is a fierce competition from rivals in the market.
Initial cost for installation is high, customers may show less interest for installation
due to the cost.
Skilled manpower is required but some time it is difficult to get their service.
The materials required for the solar product production and installation may be
unavailable in the market.

PEST Analysis
PEST is an acronym for Political, Economic, Social and Technological. PEST analysis helps
to determine the effect of these factors in the performance and activities of the business plan.
POLITICAL FACTORS: The Political factor generally deals with the government
influences and businesses control. The factors like tax policy, legislature, trade
restriction, tax incentives promoting the growth of and investment in renewable
energy etc. are controlled by government and comes under Political factors.
ECONOMIC FACTORS: Economic factor that impact include the overall state of
economy, economic growth, inflation rate and stability. These factors greatly affect
how business operate and make decision. For example, People of remote area must
have the sufficient initial investment to install and buy equipment. Import of the
materials in economy.
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SOCIAL FACTORS: social factors include cultural aspects such as growing

environmental awareness, benefits of renewable energy, population growth. High
trends in social factors affect the demand for the companys product and how
company operates. Increasing environmental concern and increasing energy demand
influence the growth of renewable energy industry.
TECHNOLOGICAL FACTORS: Technological factor deals with the application,
needs and innovation of new technology, ideas, research and the rate of technology
change. Depending upon the market competition, fast technological equipment should
be considered. With technology development and investment increasing, the needs of
customers will be fulfilled along with the goal of the company improving the
manufacturing equipments and techniques that enables low cost production.

Business Strategy
An essential first step in business performance management is creating a business strategy
which in turn sets the way forward and the parameters for business intelligence strategy or
infrastructure. The main aim of the business strategy is to raise or give positive vibes about
the organisation and to increase the sales of equipment and expand market along with
providing the services in the rural areas and shifting the mind frame of all the people in using
the solar energy. Business strategy is utmost to any business proposal through which one can
understand the needs of customer and market along with general outcome and the marketing
policies with the local marketing laws and issues. Only good business strategy leads to the
execution of the proposed business plan with flair and accuracy.

Target Market
Before the initiation of any type of business or company, market scenario should be taken
into consideration. Appropriate research should be carried out to represent the present
scenario of market, the potential customers, the competitors, the customers demand etc. in
order to get a clear idea on the target market.
Due to unique and inaccessible geographical features, it becomes fairly impossible to supply
electricity in every corner of our country. Suryodaya Urja Pvt. Ltd. is particularly focusing on
the hilly and Himalayan region where there is no electricity. In addition to this the focus is
also on clean drinking water with the installment of solar PV water pumping system in the
rural areas. Moreover, the solar power is more suitable to hilly regions so the marketing is
especially focused on hilly and Himalayan region.

Market

Hilly Region

Himalayan Region

Terai or Plain Region

Fig: Target Market

Management Strategy
Management is an academic discipline, a social science whose objective is to study social
organization and organizational leadership. It includes the activities of setting the strategy of
an organization and coordinating the efforts of its employees or volunteers to accomplish its
objectives through the application of available resources, such as financial, natural,
technological, and human resources.
In order to achieve success management of various kinds of strategies along with the
resources and man power plays a key role. Proper Management delivers the desired goal and
objectives of the organisation which were set prior to the operation. In addition to this it
involves risk to achieve the desired outcomes. First of all, it needs a skilled and experienced
management team from the best employees. Proper Management helps to meet challenges of
changes, provides stability, innovation and coordination. Moreover, it also provides
outstanding customer services along with some planning for the future.
. In order to go long way to tackle the new challenges brought about by the stif
competition from over 120 companies involved in the sector the company
awards the dedication shown by the company stafs in order to get best out from

every staff and also to attract the young, skilled and energetic staff to recruit to the company.
The employers can be benefitted from the following policies:
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Sick leave is provided to the staffs.

Increase in the salary of permanent staffs by at least 15%.
To provide a bonus of 2 months to all eligible staffs.
To provide certificate of appreciation along with 50 thousand cash prize to all
staffs completing 10 years service in the company.

Organizational Chart

Fig: Organizational Chart of Suryodaya Urja Pvt. Ltd.

According to the hierarchy of the organization chart, Chief Executive Officer is at the summit
of the management team who owns the maximum capital and share of the company.
Likewise, there are number of managers who manages the day to day activities of the
organisation and draft the strategic plan for the corresponding department. The bottom of the
hierarchy level includes all the workers inclusive of technical and non-technical which are
categorized on the basis of their full time, part time and casual basis for the different
departments.

Marketing Strategy
Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable
competitive advantage. It includes all basic, short-term, and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore contribute to
the goals of the company and its marketing objectives.
In order to achieve success and attain desired goals within the time, a microscopic analysis of
the present or existing market scenario along with the good marketing strategy is required.
Good marketing strategy generally focuses on price, product, place, people, processes and
promotion. Moreover, customer service and being able to convince and satisfy customers is
must to succeed for any organisation. Thus, it needs exceptional performance in the related
field so Suryodaya Urja Pvt. Ltd. will provide different kinds of training to its staff related
to services and hospitality. In order to provide easy access to the customer the organisation
should be located in the heart of the city. Furthermore, we need to make sure that it has easily
accessible routes. The policy of Suryodaya Urja Pvt. Ltd. is to provide environment- friendly
Solar Photovoltaic (PV) systems and related services in order to satisfy and improve standard
of living of customers by fulfilling legal and customer requirements, setting and reviewing
objectives and continually improving the systems.

It is committed to providing proper after sales services to all its customers as far as
possible.
It provides free maintenance services to all of the customers for two years.
All the customers will receive periodic visit by our service engineer / technician in
every six months.
Standard procedure is followed to note down the problem and rectify the same.
It will strictly follow its warranty policy and all the defective products will be repaired
or replaced as per the rules.

Market Assessment
Suryodaya Urja Pvt. Ltd. is a solar company that aims to attain success and establish itself
as a well-known organisation for a long period of time along with reducing the problems of
electricity in the rural areas and decreasing the dependency on hydroelectric power.
The primary motto of this organisation is the customer satisfaction as well as providing the
quality services and developing the rural areas. Furthermore, it aims to provide its services
with in wide variety of customers differing from simple households to high-rise building, big
malls, industries etc. The increasing demand of energy as well as lack of accessibility to
hydroelectricity energy in rural areas and power outages for several hours in a day is a key to
success for this solar company in Nepal. Thus solar residential system is very effective
technology to address such problem as it gets rid of ill effects of load shedding by using
especially designed AC solar power system.
It gives an opportunity for every organisation if there is an extreme demand and shortage of
services among the clients. So it is utmost to address this opportunity. Moreover, numbers of
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suppliers emerge if the opportunity arrives and to beat off all these competitors we have to act
wisely and precisely. Hence we can use TV, Radio, newspaper or any mans of advertisement
as an act of marketing. Suryodaya Urja Pvt. Ltd. is also involved in technological magazine
like solar in Nepal and is planning to publish its own yearly magazine.

Business Promotion Plan

In case of Suryodaya Urja Pvt. Ltd. it is much easier to implement and design a business
promotion plan because it is currently a leading Solar PV systems integrator and implementer
in the country and moreover there is severe energy crisis. In addition to this it is pre-qualified
by Alternative Energy Promotion Centre (AEPC) of Government of Nepal (GON) to
manufacture/ integrate/ install solar PV systems for Government Subsidy programs. The
quality management system of Suryodaya Urja is certified as complying to International
Quality Standard ISO9001:2008 has an advantage over other suppliers. However, it is still
beneficial and important to focus and promote potential clients. So some of the methods for
promotion are enlisted bellows:

Conducting the awareness program relating to sustainable development and clean

energy through local and national media.

Giving subsidy to some extent to the residents of very rural areas of hilly and
Himalayan regions.
Suryodaya Urja Pvt. Ltd. have its own website, so by providing offers, news,
feedbacks and complaints we can promote our business to some extent.
In addition, to this it can provide solution to the existing problems in the solar
equipment.
It has request a quote section in its website through which customers can take lots of
benefits.
The main aim of this solar company is to serve its customers interest in a best way and gain
more clients and across the country. So the relationship between organisation and its client is
very important. It has started to cooperate with various kinds of international organisations
like Isofoton S. A. Spain, Grundfos Demark, PT. Sundaya Indonesia, Ritika Systems Pvt. Ltd.
India and Rahimafrooz Batteries Limited, Bangladesh to promote its services in global basis
and increase its reputation.

Financial Plan
In order to get success on any business, the financial plan should be made before starting any
venture. The financial plan covers the following aspects:

Source and proper investment of funds.

Profit and Loss Analysis.
Financial Ratios.
Assess the business environment.
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Confirm the business vision and objectives.

Identify any risks and issues with the budget set.

The financial plan should be made based on important assumptions. The major assumptions
should be considered during the financial plan are:

Company should have reserve capital for the investment so that it can recover from
minor losses during the business.

Source of Fund
Since it is a private company, the major source of fund is company owner himself.
Additionally, the various project of the company has been provided by DANIDA, NORAD
and GTZ

Utilization of Fund
The fund will be utilized for the installation of home solar system, site surveys, feasibility
studies and various awareness program relating to use of sustainable solar energy and to
expand the market in the rural areas where electricity is far from reach.

Profit and Loss

As the company had a good reputation and is supported by Government of Nepal along with
foreign agencies the company is in good profit. Furthermore, we dont have any information
regarding this section.

Operation Plan
The main solar panel supplier countries for Nepal are Australia, USA, China etc. We get
different quality of goods from different suppliers. Furthermore, higher efficiency and
durable solar panels are supplied by Australia which is good but the price is very expensive
whereas Chinese technology costs low but is of lower efficiency and durability. Their is
demand for both types of solar panels. Similarly, Indian products are highly efficient, reliable
and cost efficient for batteries and charge controllers whereas Chinese products are bit
expensive. But for wires and probes locally manufactured ones are used as it is cheaper.
The stock and inventory management is done in Kathmandu because of its centrally located
geographical features making it easier to distribute to all parts of the country.

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Business Challenges
Challenges and risk factors should be taken into account for the success of any business.
Likewise, our business might face various challenges in the near future. Most of the people in
our country live in the line of poverty, these people are unable to afford the initial cost of
installation. So company should have some policy for concession in installation and other
equipment in the rural areas.
In addition to this the solar company should update its technology. Company should bring the
latest products and equipment to compete with the existing market which will help to enhance
the reputation of the corresponding company.
Creation of skilled and experienced managerial team is another business challenges which
should be taken into mind to achieve the desired goals. Skilled and experienced management
team will increase the productivity and efficiency of the company. So it is utmost to provide
team members with appropriate hospitality trainings and skills. Risk management is another
issues. Identification of risk and its mitigation measures should be performed by the
companies.
Another important challenges of running business are the management of capital. The worst
scenario is shut down of the company due to lack of fund in start-up or middle phase of
business. So reserved capital should be in the standby to overcome the losses or recession of
the company. Managerial team should monitor the performance and services to customers
provided by the team members. Time to time recruiting of appropriate staff in correct position
is must.

Future Improvements
Suryodaya Urja Pvt. Ltd. is a solar company which market demand is always high since we
are running out of fossils fuels. Various measures should be taken in order to improve the
market of the companys products and expand the area.
Firstly, Feedback should be collected from every customer so that they can work out on it and
draw out conclusions to carry out the further steps to eliminate the issue.
Secondly, company should participate and conduct various kinds of programmes in order to
make public aware about the use of solar energy. Public must be made clear about the
economic and environmental advantages of solar energy. For the promotion of the business,
they should highlight the importance of solar energy, company profile and milestone achieved
by the company should be advertised in television and newspapers. Company should set
different offers for the customers such as free services, free maintenance and warranty in
equipment to attract the customers. In this way, we are organising our business plan to meet
the desired outcomes successfully and provide the services all around Nepal and mostly
focusing on hilly and Himalayan regions.

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Refrences:
Lauren Zahringer, 2011, First Solar Inc. Strategic Analysis Report,
http://www.slideshare.net/lzahringer/first-solar-inc-strategic-analysis-report
Mindtools, 1996-2016, PEST Analysis Identifying Big Picture Opportunities and
Threats,
https://www.mindtools.com/pages/article/newTMC_09.htm
UK Essays, November 2013, Pestel Analysis for New Type of Solar Panel
Engineering Essay,
https://www.ukessays.com/essays/engineering/pestel-analysis-for-new-type-of-solarpanel-engineering-essay.php?cref=1 [Accessed 14 October 2016].
Suryodaya Urja, 2013, http://www.suryodayaurja.com/index.html
Khader. Abdul, Idris. Mohamed, 2016, SWOT Analysis of Solar Energy of India, Vol.
5, No.2, Mar-Apr 2016,
http://www.iracst.org/ijcbm/papers/vol5no22016/14vol5no2.pdf
European Comission, 2005, Strengths, Weaknesses, Opportunities and Threats in
Energy Research
https://ec.europa.eu/research/energy/pdf/swot_en.pdf
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http://www.seci.gov.in/content/innerpage/objectives.php

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