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Business & Sales Plan
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Introduction of the Company
Core function is to import market medications internationally
Onco Care is built upon the philosophy of quality service, reliability and added value.
We have targeted a niche and neglected market i.e. ‘Oncology’
It is basically a company that imports and markets Anti-cancer medications from South Korea.
Mission
“Our mission is to provide safe, effective and affordable
medicines to millions of people who are in need"
Organizational HierarchyNavaid M. Khan
CEOHamza AzeemVP Marketing
Marketing Manager
Shayan TejaniVP SalesMujtaba Sheikh
Product & Training ManagerZainab SarwarRSM Karachi
RSM Multan
RSM Lahore
RSM Islamabad
RSM Peshawar
Sabah AshrafHR Manager
Zarlish UsmaniFinance Manager
Cashier
Business Analyst
Distribution Manager
Accountant
Personal Secretary
Strategic Business Partners
PRODUCT PORTFOLIO
Azafrine Tablet
Azafrine is used with other medications to prevent rejection of a kidney transplant.
It works by weakening your body's defense system (immune system) to help your body accept the new kidney
Selling Price is Rs: 1,230/Box
Competitors: GSK, AHP
Blenco - Injection
Bleomycin is used to treat cancer. It works by slowing or stopping the growth of cancer cells.
This medication may also be used to control the build-up of fluid around the lungs caused by tumors that have spread to the lungs. For this condition, bleomycin is placed in the space around the lungs through a chest tube.
SellingPrice is Rs: 1,245/(Vial/Box)
Competitors: Cipla Pharma, Atco Pharma
Carbotionol - Injection
Carboplatin is used to treat various types of cancer. It is a chemotherapy drug that contains platinum.
It is used alone or in combination with other medications to slow or stop cancer cell growth.
Selling Price is Rs: 2,225/Box
Competitors: Atco, BioPharma, Pfizer, Cipla
Daunocin
Daunorubicin is used to treat leukemia and other cancers.
It works by slowing or stopping the growth of cancer cells.
Selling Price is Rs: 637/Box
Competitors: No Competition
Duticin Injection
Dacarbazine is used to treat certain types of cancer, such as skin cancer that has spread (metastatic malignant melanoma) and Hodgkin's disease.
It is a cancer chemotherapy drug that is used alone or with other medications to slow or stop cancer cell growth.
Selling Price is Rs: 556/Box
Competitors: Medinet, Al Habib Pharma
Etopul Injection
Etoposide is used alone or in combination with other chemotherapies to treat certain forms of cancer (e.g., small cell lung cancer).
Etoposide works by slowing cancer cell growth. It is also commonly known as VP-16.
Selling Price is Rs: 6,265 (10Apm/Box)
Competitors: Bio, Atco, AHP, Pfizer
Gemcit Injection
Gemcitabine is used alone or with other treatments/medications to treat certain types of cancer (including breast, lung, pancreatic).
It is a chemotherapy drug that works by slowing or stopping the growth of cancer cells.
Selling Price is Rs: 10,100/Box
Competitors: AHP, Ely Lille, Novartis, Ferozsons
Kunyrin Injection
This medication is used to treat or prevent serious blood cell disorders caused by high toxicity drugs.
It may also be used with a certain cancer drug to treat patients with colon cancer.
Selling Price is Rs: 5,562/box (10amp=1box)
Competitors: AHP, Atco, Bio Pharma
Onfran Injection
This medication is used alone or with other medications to prevent nausea and vomiting caused by cancer drug treatment (chemotherapy) and radiation therapy.
It is also used to prevent and treat nausea and vomiting after surgery. It works by blocking one of the body's natural substances (serotonin) that causes vomiting.
Selling Price is Rs: 3,840/Box (5vial/box)
Competitors: GSK, Bio Pharma, Novartis, Zafa
Unistin Injection
Cisplatin is used to treat various types of cancer. It is a chemotherapy drug that contains platinum.
It is used alone or in combination with other medications to slow or stop cancer cell growth.
Selling Price is Rs: 4,250/Box (10Vial/Box)
Competitors: AHP, Atco, Cipla, Pfizer
Unitaxel - Injection
Paclitaxel is used to treat various types of cancer.
It is a cancer chemotherapy drug that works by slowing or stopping cancer cell growth.
Selling Price is Rs: 5936/box (1vial/box)
Competitors: Atco, BioPharma, Ferozsons
Utoral Injection
Fluorouracil is used to treat various types of cancer.
It is a chemotherapy drug that is used alone or in combination with other medications to slow or stop cancer cell growth.
Selling Price is Rs: 1,335/box (10Vial/Box)
Competitors: AHP, Atco, Bio Pharma
Vinracine Injection
Vincristine is used to treat various types of cancer.
It is a cancer chemotherapy drug that is usually used with other chemotherapy drugs to slow or stop cancer cell growth.
Selling Price is Rs: 3,393/Box (10vial/box)
Competitors: Pharmatech
Zycram Injection
Zycram is used to treat various types of cancer. It is a chemotherapy drug that works by slowing or stopping cell growth.
Zycram also works by decreasing your immune system's response to various diseases. It is used to treat a certain type of kidney disease in children after the failure of other treatments
Selling Price is Rs: 358/Box
Competitors: No Competitors
Distribution Channel
Manufacturer(Korea United
Pharma)
Importer(Onco Care
Pharma)
DHL(Courier Service)
Supply to Institutions
Karachi
Other Cities
Manufacturer(Korea United
Pharma)
Importer(Onco Care
Pharma)
DHL(Courier Service)
Local Distributor
Supply to Institutions
PROMOTION
Promotional Material
Pen & Card Holder
These Material will be provided to the Target Customers (Doctors) every year.
PlannerBall-Pen
Calendar
Promotional Material
Card USB
Cancer Awareness Seminars
Cancer Awareness Seminars
Cancer Awareness Seminar In Collaboration with SIUT and Agha Khan Hospital.
Venue: Pearl Continental Hotel, Karachi
Invitation to 30 A Class Doctors all over Pakistan
Invite all the students of Medical University to create awareness about the cancer related diseases.
Sponsorship To Global Educational Conference
Sponsoring our A Class Doctors to attend Global Cancer Seminars/Conference:
Cancer Awareness via Social Media
Sales Plan
Responsibilities of VP Sales
Onco Care is striving to cure cancer with breakthrough medicines that have been produced abroad in world-class laboratories
The Oncology Unit and Business Unit have been designed to work with a mutual commitment to delivering highly innovative and commercially viable cancer therapies
The VP Sales is responsible for achieving the company’s revenue and growth targets
The VP Sales manages multiple Regional Sales Managers (RSM) who supervise their individual sales team within their territory
Pharmaceutical sales representative is in charge of developing relationships with pharmacists and doctors
Division of customers on the basis of geographic territories is most apt for Onco Care Pharmaceutical
31
National Network Territory
Target Institutions – REGION 1REGION 1
KARACHI HYDERABAD
Aga Khan University Hospital Nuclear Institute of Medicine & Radiotherapy (NIMRA)
Liaquat national hospital LARKANA
Jinnah post medical centre Larkana Institute of Nuclear Medicine & Radiotherapy (LINAR)
Ziauddin Hospital QUETTA
Baqai Hospital Centre for Nuclear Medicine & Radiotherapy (CENAR)
Karachi Institute of radiotherapy and nuclear medicine (KIRAN)
Bolan medical complex
Civil Hospital NAWABSHAH
Children Cancer Hospital NORIN HOSPITAL
SIUT (Oncology unit)
Target Institutions – REGION 2
REGION 2
MULTAN BAHAWALPUR
Nishter Hospital Victoria Hospital
Multan institute of nuclear medicine and radiotherapy (MINAR)
Bahawalpur Institute for nuclear Oncology (BINO)
DERA ISMAIL KHAN
Dinar Hospital
Target Institutions – REGION 3
REGION 3
LAHORE FAISALABAD
Shaukat khannum Memorial Hospital Allied Hospital
Institute of Nuclear Medicine and Oncology (INMOL)
Punjab Institute of Nuclear Medicine (PINUM)
Mayo Hospital GUJRANWALA
Jinnah Hospital GINUM Hospital
Target Institutions – REGION 4
REGION 4
RAWALPINDI / ISLAMABAD ABBOTABAD
Nuclear Medicine Oncology & Radiation Institute (NORI)
INOR Hospital
Combine Military Hospital
Shifa International Hospital
Target Institutions – REGION 5
REGION 5
PESHAWAR SWAT
Khyber medical college and hospital
SINOR Cancer Hospital
Institute of Radiotherapy and nuclear medicine (IRNUM)
Target Doctors (City Wise)
S.NO CITY DOCTORS
1 KARACHI 14
2 HYDERABAD 3
3 LARKANA 3
4 QUETTA 4
5 NAWABSHAH 3
6 MULTAN 4
7 BAHAWALPUR 4
8 DERA ISMAIL KHAN 3
9 LAHORE 13
10 FAISALABAD 4
11 GUJRANWALA 3
12 ISLAMABAD 8
13 ABBOTABAD 3
14 PESHAWAR 4
15 SWAT 3
TOTAL 76
KARACHI18%
HYDERABAD4%
LARKANA4%
QUETTA5%
NAWABSHAH4%
MULTAN5%
BAHAWALPUR5%D.I.KHAN
4%
LAHORE17%
FAISALABAD5%
GUJRANWALA4%
ISLAMABAD11%
ABBOTABAD4%
PESHAWAR5%
SWAT4%
TARGET DOCTORS
Sales Forecasting Technique
An assessment of the general economic conditions of Pakistan has been carried out
According to the State Bank's Annual Report on the State of Economy for the year 2012-13, Pakistan’s economy grew at 3.6 per cent and inflation fell to single-digit in Fiscal Year 2013
The Real GDP growth rate in Fiscal 2014 is likely to remain between 3%-4%
Industry sales have also been taken into account and 20% market share target has been identified
The Jury of Executive Opinion was employed to determine the Total Market Potential all over Pakistan
The first year annual market share target has been developed and is forecasted
39
Market Potential
s.no PRODUCTS. TOTAL POTENTIAL (UNITS)
1 AZAFRINE 50 mg Tab. 60,000
2 BLEONCO- S 15mg Inj. 22,000
3 CARBOTINOL 150 mg/15 ml Inj. 18,000
4 DUTICIN 200mg Inj. 30,000
5 DAUNOCIN 20 mg Inj. 18,000
6 ETOPUL 100 mg/5ml Inj. 20,000
7 GEMCIT 1000 mg 15,000
8 ISOXAN 2gm Inj 35,000
9 KUNYRIN 50 mg/5ml Inj. 6,000
10 ONFRAN 8 mg Inj 40,000
11 UTORAL 500 mg/10ml Inj. 40,000
12 UNISTIN 50 mg/50ml Inj. 50,000
13 UNITAXEL 30 mg/5ml Inj. 36,000
14 VINRACINE 2 mg/2ml Inj. 5,000
15 ZYCRAM 1000 mg Inj. 60,000
TOTAL 455,000
National Sales Forecasts.no PRODUCTS. SALES FORECAST (Units) SALES FORECAST
(Rs)
1 AZAFRINE 50 mg Tab.12,000
11,768,640
2 BLEONCO- S 15mg Inj.4,400
5,159,280
3 CARBOTINOL 150 mg/15 ml Inj.3,600
9,718,800
4 DUTICIN 200mg Inj.6,000
2,910,038
5 DAUNOCIN 20 mg Inj.3,600
2,374,736
6 ETOPUL 100 mg/5ml Inj.4,000
23,055,200
7 GEMCIT 1000 mg3,000
43,228,000
8 ISOXAN 2gm Inj7,000
10,288,000
9 KUNYRIN 50 mg/5ml Inj.1,200
18,777,312
10 ONFRAN 8 mg Inj8,000
30,720,000
11 UTORAL 500 mg/10ml Inj.8,000
11,533,363
12 UNISTIN 50 mg/50ml Inj.10,000
38,692,000
13 UNITAXEL 30 mg/5ml Inj.7,200
30,962,176
14 VINRACINE 2 mg/2ml Inj.1,000
15,335,456
15 ZYCRAM 1000 mg Inj.12,000
4,296,000
TOTAL 91,000 258,819,002
Market Potential vs Sales Forecast
AZAFRINE
BLEONCO- S
CARBOTINOL
DUTICIN
DAUNOCIN
ETOPUL
GEMCIT
ISOXAN
KUNYRIN 50
ONFRAN
UTORAL
UNISTIN
UNITAXEL
VINRACINE
ZYCRAM
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
60,000
22,000
18,000
30,000
18,000
20,000
15,000
35,000
6,000
40,000
40,000
50,000
36,000
5,000
60,000
12,000
4,200
3,600
6,000
3,600
4,000
3,000
7,000
1,200
8,000
8,000
10,000
7,200
1,000
12,000
Sales Forecast Market Potential
Regional Sales Forecast
REGION 132%
REGION 28%REGION 3
24%
REGION 48%
REGION 528%
s.no
PRODUCTS. REGION 1
REGION 2
REGION 3
REGION 4
REGION 5
TOTAL
1 AZAFRINE 50 mg Tab.
3,840 960 2,880 960 3,36012,00
02 BLEONCO- S 15mg Inj. 1,408 352 1,056 352 1,232 4,4003 CARBOTINOL 150 mg Inj. 1,152 288 864 288 1,008 3,6004 DUTICIN 200mg Inj. 1,920 480 1,440 480 1,680 6,0005 DAUNOCIN 20 mg Inj. 1,152 288 864 288 1,008 3,6006 ETOPUL 100 mg/5ml Inj. 1,280 320 960 320 1,120 4,0007 GEMCIT 1000 mg 960 240 720 240 840 3,0008 ISOXAN 2gm Inj 2,240 560 1,680 560 1,960 7,0009 KUNYRIN 50 mg/5ml Inj. 384 96 288 96 336 1,20010 ONFRAN 8 mg Inj 2,560 640 1,920 640 2,240 8,00011 UTORAL 500 mg/10ml Inj. 2,560 640 1,920 640 2,240 8,00012 UNISTIN 50 mg/50ml Inj.
3,200 800 2,400 800 2,80010,00
013 UNITAXEL 30 mg/5ml Inj. 2,304 576 1,728 576 2,016 7,20014 VINRACINE 2 mg/2ml Inj. 320 80 240 80 280 1,00015 ZYCRAM 1000 mg Inj.
3,840 960 2,880 960 3,36012,00
0
TOTAL 29,120 7,28021,84
07,280
25,480
91,000
Selling Process
Phase 11. Prospecting and Qualifying
2. Pre Approach
3. Approach
4. Need Identification
5. Presentation
6. Objection Handling
7. Closing the Process
8. Follow up
Phase 1: 1) Prospecting and Qualifying
Region 1: 27 doctors.
Region 2: 11 Doctors.
Region 3: 20 Doctors.
Region 4: 11 Doctors.
Region 5: 7 Doctors.
2) Pre-Approach
Onco Care gathers the additional information about the potential customers
The method that will be used to gather such information is decided
3) Approach
Representatives create good first impression
Males dress in a full sleeved white button shirt and tie with dress pants
Women dress in traditional clothes
Hand shake
They come fully prepared with all the gathered information such as the prospect’s company, products etc. eg: Agha Khan
They maintain interactive environment during presentation
4) Need identification
Identifying the needs of prospects and then fulfilling those needs by offering the right product
Side effects of cancer drugs include Nausea, Diarrhea, Hair loss, Hearing loss, skin and nail changes and fatigue
Competitive advantage: low price, reduced side effects
5) Presentation
Visual aid: Power Point (Bar Charts, Graphs)
Reports, Testimonials and Examples
Providing Drug Manual
Focus is on product features (competitive advantages; low price and reduced side effects)
6) Objection handling
Responding to the questions raised by the prospects
Questions asked regarding low price and ingredients of medicines
Objections (comparison method)
7) Closing the process
Closing technique our sales force uses is the gift close technique
The inducements provided by Onco Care are: Pens, Card Holders, Calendars, USB and Planners
8) Follow up
This step is to ensure that the medicines purchased are being used by the hospitals/medical institutes
This is done via email, telephone and personal visits by salesperson of Onco Care
Training of Sales Force
Training of Sales Force
The purpose for carrying out sales training activities is to keep the sales force inspired, motivated and enable it to continue to produce results
Having a sound understanding of your product, your competition, and the most effective sales techniques can make an average sales rep into a star performer
They need training not only about their own products, services, company history, and existing clients, but also about selling techniques, technology, and software
54
Product Knowledge
Product knowledge is one of the most significant requirements of a sales force
RSMs will be trained in such a way that they will have adequate information regarding Onco’s products and any special manufacturing process that might be relevant to the doctor
The Product & Training Manager will deliver information to them through
regularly held meetings
This information will equip sales managers to be able to satisfy any possible queries doctors might have
Proper knowledge regarding the product will keep them ahead of their
competitors
This will ensure that the RSMs have an internal driving force that will motivate them to work harder
Product knowledge is vital as representatives of the company need to have adequate information about their own products, and also those of competitors
55
Query Handling
Role clarity refers to a clear understanding of the responsibilities of one’s job
Eliminate any ambiguities that exist amongst RSMs regarding their job by outlining areas of responsibility
A “queries and possible concerns” session will be held every two weeks to address any possible concerns that the managers may have
Establishing and managing an effective query process is an integral component of ensuring data integrity
A query is defined as a question posed to a provider to obtain additional and clarifying documentation to improve the completeness of the data
Monthly seminars regarding Query Handling will be held where RSM’s will be provided supplementary information
56
Compensation Plan
Compensation Plans1. Chief executive officer:
Salary: Will be given a monthly salary of Rs235,000. (inclusive of allowances)
Bonus: The CEO will be given an annual bonus of approximately Rs: 50,000 for the first year. It will going to increase in the second year if the company performs well throughout the year and able to achieve the yearly targets.
Employee benefits and paid expenses:
Will be provided with a chauffeured car(Corolla).
Fuel allowance of Rs 15,000.
Cell phone service.
Office space.
Personal assistant.
Allowed leave of 15 days annually.
DELL laptop
2. Personal Assistant:
Salary: A montly Salary of Rs65,000 (inclusive of allowances)
Bonus: The employee will be given an annual bonus of Rs30,000.
3. Compensation Plan of VP Sales:
Salary: Total Salary of Rs 155,000 (inclusive of allowances)
Bonus: The employee will be given an annual bonus of Rs30,000
Employee benefits and paid expenses:
VP Sales will be provided with a Honda City Car.
Fuel Allowance
Annual leave of 12 days.
Cell phone services.
Office space.
4. Compensation plan of VP Marketing:
Salary: Total Salary of Rs155,000. (inclusive of allowances)
Bonus: The employee will be given an annual bonus of Rs30,000
Employee benefits and paid expenses:
VP Marketing will be provided with a Honda City Car.
Office Space
Cell phone services
Annual leave of 12 days.
Fuel Allowance
5. Compensation plan of Finance Manager:
Total Salary: Rs100,000 (inclusive of allowances)
Bonus: A bonus of Rs15,000 will be given when financial statements at year end have been formulated.
Employee benefits and paid expenses:
Office space.
Cell phone services
A Dell laptop for work related services
6. Compensation plan of HR manager:
Total Salary: Rs80,000. (inclusive of allowances)
Bonus: An annual bonus of Rs15,000 will be given.
Paid expenses:
Office space.
Necessary equipment needed to design compensation plans and packages.
Funds will be provided to conduct the training programs for the employees
7. Compensation plan of Marketing Manager:
Total Salary: Rs 58,000. (inclusive of allowances)
Bonus: Annual bonus of Rs15,000 will be given.
8. Compensation plan of RSM’s:
Total Salary: Rs55,000/Month will be given.
Incentive: A monthly incentive of Rs15,000 will be given on achieving the targets
Paid expenses:
Fuel allowance
Cell phone services.
Travelling expenses.
9. Compensation plan of the cashier:
Salary: A monthly base salary of Rs36,000 will be given.
Bonus: An annual bonus of Rs10,000 will be given.
10. Compensation plan of the business analyst:
Salary: A monthly base salary of Rs29,000 will be given.
Bonus: An annual bonus of Rs10,000 will be given.
11. Compensation plan of Accountant:
Salary: A monthly salary of Rs30,000 will be given.
Bonus: An annual bonus of Rs10,000 will be given.
12. Compensation plan of the Distribution Manager:
Salary: A monthly Salary of Rs43,000 will be given.
Bonus: An annual bonus of Rs10,000 will be given.
Budgeting
Administrative Cost
Administrative Cost:
Office Rent Bungalow: 81 - B Block 6 Shahrah Faisal
12 Months 1,00,000 Rs. 12,00,000
Business Insurance Jubilee Insurance 12 Months 30,000 Rs. 360,000
Office Set-up Cost tables, chairs, meeting room, shelves paint, lights etc)
12 months 1,000,000 Rs. 1,000,000
Total Administrative Cost Rs. 2,560,000
Cost of Inventory Import
Price(RS)
PRODUCTS: 615 7,355,400
AZAFRINE 50 mg Tab. 623 3,227,140BLEONCO- S 15mg Inj. 1,113 6,076,980CARBOTINOL 150 mg/15 ml Inj.
278 1,818,120
DUTICIN 200mg Inj. 319 1,486,540DAUNOCIN 20 mg Inj. 3,133 14,411,800ETOPUL 100 mg/5ml Inj. 5,050 27,017,500GEMCIT 1000 mg 1,000 6,430,000ISOXAN 2gm Inj 2,781 11,735,820KUNYRIN 50 mg/5ml Inj. 1,920 19,200,000
ONFRAN 8 mg Inj 667 7,203,600
UTORAL 500 mg/10ml Inj. 2,125 24,182,500
UNISTIN 10 mg/20ml Inj. 2,968 19,351,360UNITAXEL 30 mg/5ml Inj. 1,696 9,582,400VINRACINE 2 mg/2ml Inj. 179 2,685,000
Total Cost: Rs. 161,761,876
Technology Cost
Technology Cost:
Laptops:
Higher Management --> HP Latops 7 60,000 420,000
Staff Fujitsu 10 35,000 350,000
Printers Samsung LaserJet 5 8,000 40,000
Internet Connection Wi-tribe 6 1500 9000
Scanner Genx Super Scan 5 3,990 19,950
Total cost for Technology:
Rs. 838,950
Marketing BudgetS.No Description Total
Promtional Material
1 Pen 2,300
2 Planner Dairy 22,800
3 Calendar 15,200
4 Pen & Card Holder 34,200
5 Card USB (FREE)
74,500
Cancer Awareness Seminar (1Day)
1 Hotel Stay 320,000
2 Conference Hall (FREE) -
3 Lunch/Dinner 108,000
428,000
Global Educational Conference (7 Day Plan)
1 Hotel Stay 997,500
2 Conference Fee 1,500,000
3 Allowances (Per day) 525,000
3,022,500
TOTAL 3,525,000
Training Cost
Annual Budget for Sales training Program to be held at Pearl Continental Karachi
Per Day/Night Total for 3 Days
Booking Charges for meeting rooms Rs. 10000 Rs. 30,000
Per night charges for 5 rsms Rs. 6600 Rs. 19,800
Lunch and Dinner charges Rs 2000 Rs. 30,000
Miscelleneous Expenses Rs. 2000 Rs. 6,000
Total for One quarter RS. 85,800
Total for One Year Rs. 343,200
First Year
TOTAL COST Rs, 191,346,030
Alfalah Karobar Finance
Business Loan
Mark up rate: 8%
Duration: 10 years
Year Principal Payment
Interest (8%)
TOTAL
1 19,134,603 1,530,768 20,665,371
2 19,134,603 1,530,768 20,665,371
3 19,134,603 1,530,768 20,665,371
4 19,134,603 1,530,768 20,665,371
5 19,134,603 1,530,768 20,665,371
6 19,134,603 1,530,768 20,665,371
7 19,134,603 1,530,768 20,665,371
8 19,134,603 1,530,768 20,665,371
9 19,134,603 1,530,768 20,665,371
10 19,134,603 1,530,768 20,665,371
TOTAL
191,346,030 15,307,682 206,653,712
Profitability AnalysisSales 258,819,002
Less: Trade Discount (10%) 25,881,900
Cost of Sales 161,761,876
Gross Profit 71,175,226
Less: Operating Expenses
Administrative Expense 2,560,000
Marketing expense 3,525,000
Salaries, Benefits etc 7,456,000
Technology Expense 838,950
Training Expense 247,200
Total Expense 14,627,150
56,548,076
Import Duty (5%) 5,176,380
Income before Tax 51,371,696
Taxation (10%) 10,352,760
Income after Tax 41,018,936
BANK Loan 20,665,371
NET INCOME 20,353,565
Thank You