This document contains information about a SWOT analysis and business plan for EMSeva, a proposed mobile vehicle servicing franchise model. It includes details of the founding team from NMIMS University in Mumbai, a SWOT analysis of EMSeva, and outlines the franchise model, operational strategy, marketing plans, revenue model, and financial projections for 2016-2020. The key aspects are developing a franchise model to provide affordable vehicle servicing through a network of mobile service vans, with plans to onboard 2700 franchise owners by 2020.

1. Campus: NMIMS, Mumbai
Team: Devil’s Advocates
1. Mayank Agrawal
+91 9930840608
mayank.agrawal15@nmims.edu.in
2nd Year
Entrepreneurship Summit 2016
ConQuest
3. Harsh Tewari
+91 7829545405
harsh.tewari15@nmims.edu.in
2nd Year
2. Ashwin Jain
+91 9971063087
ashwin.jain15@nmims.edu.in
2nd Year

2. Strengths Weaknesses
• EMSeva is definitely solving a problem
• 2-wheeler servicing market is expected to reach INR
30,000+ crores by 2020
• High margins on engine oil, spare parts and bike
accessories
• Ensuring last mile delivery
• Low wages in the target geographies
• Consumer trust factor
• Low ticket size, due to limitation on the variety of
services which can be offered
• Huge investment in acquiring MSVs, which are
depreciating assets
• Regulatory compliance could be an headache due to
washing vehicles in public spaces
Opportunities Threats
• Create a sustainable recruitment and training
program from respective ITI’s
• Furnish online orders through marketplaces by
providing service of the accessories ordered online
• Capture B2B clients like, Baxi and other 2-wheeler
taxi aggragators
• Highly competitive, due to forward integration by
Bosch & 3M
• Similar startups – mericar.com, drivijoy.com etc.
could expand faster and capture the market
• According to ICRA report, 2 Wheeler industry to
grow by 1-2 % in 2016
SWOT Analysis

3. • Asset Light - Franchise Model for EMSeva Vans
• Vision is to create a platform for entrepreneurs to own and operate
their EMSeva vans as franchisees (thus keeping the company asset light)
• Strategy – An asset light - technology driven company, Improving the
quality of service and structuring a largely unorganized market
• Spare Parts & accessory hubs “EMSeva Stores” at strategic locations to
re-equip the EMSeva vans
• These hubs will serve as a revenue center as well as an equipment
maintenance center for the van
• Easy bank financing shall be provided for the entrepreneurs through
tie-ups with financial institutions & Force Motors
• ITI Motor Training program to create a skilled labor pool for
recruitment purposes
• Customer acquisition to be done through our mobile application,
website and IVR facilities(in rural areas)
• Focus on Tier 2 and Tier 3 cities, gradually expanding to the rural regions
• “2700 Entrepreneurs till 2020“ program for successful onboarding of
Franchisee partners
Marketing Plans
Ancillary Services
Vision 2020 How Will It Work
Franchise Owner
EMSeva will launch its “2700
Entrepreneurs till 2020” program
to get partners on board
Easy Financing through bank tie-
ups with less paperwork and best
interest rates
Customisable vans
developed by force motors
according to EMSeva
specifications
Smooth Delivery of vehicle to the
Franchise Owner
Employees/Operators to be
provided by EMSeva through their
ITI Training Program
Every EMV operating as a
standalone to increase its
revenues and thereby increase
EMSeva’s revenues
Strategy for the next 4 years

4. Feedback control - Customer & Technician Feedback
MSV’s report to the EMSeva
Store – Re-Equip MSV with
spare parts, Engine Oil, etc.
Zone 1
Area 1
Franchise
owned MSV
Franchise
owned MSV
Franchise
owned MSV
Territory 1
EMSeva Stores procure the
inventory from the
warehouse based on
forecasting
EMSeva Warehouse EMSeva Store
EMSeva Warehouses
procure inventory from
various OEM’s on zonal
basis to ensure – Genuine
accessories, high margins &
organization control
OEM Provider
Centralized
Quality
Standards
Control Technician Recruitment & Training through ITI’s
Quality Assurance – Standardization of services to bring tangibility
Operational Strategy

5. Offline & Online Marketing Strategy Grid
FranchiseeCustomer
OnlineOffline
• Gamification: Developing a mobile application having a game
which allows users to customize their bikes by entering into a
virtual EMSeva Van
• “Spot The Van” contest which involves users to take a selfie
with the van and post it on Facebook to win free bike service
• “Know your bike” feature in the EMSeva app. Which will have
a virtual image of your bike which can be clicked to know more
about your bike.
• Website Marketing: A microsite will be developed for the
smooth on boarding of franchisees. This site will be heavily
advertised through social platforms and through Search Engine
Marketing
• Youtube Videos: Instructional videos on how to partner with
EMSeva for Franchise owners
• Investment Blogs: Tie-ups with investment bloggers to review
and propagate our business proposition
• EMSeva Service camps : Strategic locations such as parking
lots, business parks, petrol pumps & factories will be selected
to set up weekly maintenance camps
• Annual maintenance contracts & packages will be promoted
through print advertising
• Free first maintenance coupons shall be distributed to
customers at parking payment booths to spread awareness
• Relevant Salesforce: Our “feet on street” would be insurance
agents because they have necessary data of the consumer and
can influence investment decisions
• Promotion of the business proposition through banks and
financial institutions as they are closer to the customer having
a network of branches
• Incentives & subsidies such as “night availability subsidy” to
franchisees would help in amoebic growth of our Franchisee
network

6. Sustainable Revenue Model
2016-17 2017-18 2018-19 2019-20
No. of MSV 400 1000 1700 2400
Revenue/MSV 53,83,750 56,79,856.25 59,92,248.344 63,21,822.003
Total Revenue 2,15,35,00,000 5,67,98,56,250 10,18,68,22,184 15,17,23,72,806
Franchisee
Margin 1,06,36,10,000 2,80,52,71,375 5,03,12,54,211 7,49,36,09,213
Franchisee Net
Profit 42,03,93,220 1,22,09,54,394 2,30,85,12,837 3,56,92,13,189
EMSeva
Margin 1,08,98,90,000 2,87,45,84,875 5,15,55,67,973 7,67,87,63,593
EMSeva Profit -3,63,72,700 10,58,04,710.4 55,25,63,271.6 1,36,30,58,834
Revenue Drivers
Pricing and Revenue (Servicing)
Avg revenue per customer(INR) 300
Average Customer per day 24
Total Revenue 7,200
Franchise Margin 75%
EMSeva Margin 25%
Pricing and Revenue (Oiling)
Avg revenue per customer(INR) 200
Average Customer per day 12
Total Revenue 2,400
Franchise Margin 15%
EMSeva Margin 25%
Pricing and Revenue (Spare Part & Accessories)
Avg revenue per customer(INR) 500
Average Customer per day 8
Total Revenue 4,000
Franchise Margin 20%
EMSeva Margin 30%
Price and Revenue (Red eyed Servicing)
Servicing Breakdown
Avg revenue per customer(INR) 300 500
Average Customer per day 3 0.5
Total Revenue 900 250 1,150
Franchise Margin 75% 20%
EMSeva Margin 25% 30%
-36.3727
105.8047104
552.5632716
1363.058834
-500
0
500
1000
1500
0
5000
10000
15000
20000
2016-17 2017-18 2018-19 2019-20
Revenue Graph
Total Revenue EmSeva Profit
• For detailed breakeven analysis of franchisees refer Annexure 1
• For detailed breakeven analysis of EMSeva refer Annexure 2
• For assumptions refer Annexure 3

7. EMSeva Store
It could act as a provider of 2 wheeler spare parts
and Engine oils for both MSVs as well as other
local unorganized service shops
2 Wheeler Accessories
Helmets, Seat Covers,
Horns, Gear lock, and
other bike accessories
Hyper local Auto parts delivery & service
As hyper local seller of auto parts &
accessories, on online marketplaces, we can
provide the product as well as application
Maintenance camps
At petrol pumps,
parking lots, business
parks, factories and
aanganwadis (in rural
areas)
B2B tie-ups
With 2 wheeler taxi aggregators such as
UberMoto, BaxiTaxi, Rapido for periodic
maintenance packages
Re-sale Advisory services
For our customers - valuation of the
motorcycle and finding prospective buyers
Alternate revenue streams

8. Drive slow!!!! Annexures ahead

9. 2016-17 2017-18 2018-19 2019-20
No. of MSV 400 1000 1700 2400
Revenue per MSV 2,659,025.00 2,805,271.38 2,959,561.30 3,122,337.17
Total Sales 1,063,610,000.00 2,805,271,375.00 5,031,254,211.06 7,493,609,213.18
Fuel charges 7,200,000.00 18,990,000.00 32,283,000.00 45,576,000.00
Water Expense 5,760,000.00 15,192,000.00 25,826,400.00 36,460,800.00
Telephone & Internet Chrgs 2,400,000.00 6,330,000.00 10,761,000.00 15,192,000.00
Total Costs 15,360,000.00 40,512,000.00 68,870,400.00 97,228,800.00
EMV Maintenance 4,800,000.00 12,660,000.00 21,522,000.00 30,384,000.00
Miscellaneous Expense 14,400,000.00 37,980,000.00 64,566,000.00 91,152,000.00
MSV Downpayment 120,000,000.00 180,000,000.00 210,000,000.00 210,000,000.00
EMI 95,145,600.00 237,864,000.00 404,368,800.00 570,873,600.00
Other Expenses 234,345,600.00 468,504,000.00 700,456,800.00 902,409,600.00
Depreciation 72,000,000.00 180,000,000.00 306,000,000.00 432,000,000.00
Interest 95,145,600.00 237,864,000.00 404,368,800.00 570,873,600.00
EBIT 646,758,800.00 1,878,391,375.00 3,551,558,211.06 5,491,097,213.18
Tax 226,365,580.00 657,436,981.25 1,243,045,373.87 1,921,884,024.61
Net Profit 420,393,220.00 1,220,954,393.75 2,308,512,837.19 3,569,213,188.57
ANNEXURE I : Franchisee’s Financial Projections

10. 2016-17 2017-18 2018-19 2019-20
No. of MSV 400 1000 1700 2400
Revenue Per MSV 5,383,750.00 5,679,856.25 5,992,248.34 6,321,822.00
Total Sales 2,153,500,000.00 5,679,856,250.00 10,186,822,184.38 15,172,372,806.38
Oil 210,240,000.00 554,508,000.00 994,510,098.00 1,481,235,040.08
Spare Part & Accessories 310,250,000.00 818,284,375.00 1,467,593,026.56 2,185,850,319.56
Raw Material Cost 520,490,000.00 1,372,792,375.00 2,462,103,124.56 3,667,085,359.64
EMSeva Personnel Wage 6,400,000.00 16,880,000.00 28,696,000.00 40,512,000.00
No. of Stores 20 50 85 120
Store Rent 144,000.00 151,920.00 160,275.60 169,090.76
Store Keeper Wage 96,000.00 101,280.00 106,850.40 112,727.17
Total Store Expense 4,800,000.00 12,660,000.00 22,705,710.00 33,818,151.60
No. of Warehouse 1 3 6 10
Warehouse Rent 720,000.00 759,600.00 801,378.00 845,453.79
No. of Warehouse keeper 4 12 24 40
Store Keeper Wage 96,000.00 101,280.00 106,850.40 112,727.17
Total Warehouse Expense 1,104,000.00 3,494,160.00 7,372,677.60 12,963,624.78
Marketing Cost 589,475,000.00 1,243,792,250.00 1,673,056,050.28 1,661,246,242.87
Administrative Expenses 23,579,000.00 62,189,612.50 111,537,070.02 166,124,624.29
Other Expenses 613,054,000.00 1,305,981,862.50 1,784,593,120.30 1,827,370,867.15
Franchise Margin 1,063,610,000.00 2,805,271,375.00 5,031,254,211.06 7,493,609,213.18
Profit Before Tax -55,958,000.00 162,776,477.50 850,097,340.85 2,097,013,590.02
Tax -19,585,300.00 56,971,767.13 297,534,069.30 733,954,756.51
Net Profit -36,372,700.00 105,804,710.38 552,563,271.55 1,363,058,833.51
ANNEXURE II : EMSeva’s Financial Projections

11. ANNEXURE III : Assumptions
• 1 store will be opened to cater to 20 MSVs
• 1 store keeper shall be hired per store
• 4 Warehouse keepers shall be hired per warehouse
• Store rent = INR 12000
• Warehouse rent = INR 60000
• 2 EMSeva Personnel per MSV
• Wage for EMSeva Personnel = INR 8000/month
• Wage for Store Keeper = INR 8000/month
• Inflation is taken as 5.5%
• Corporate Tax is taken at 35%
• Price of one customised MSV = INR 12,00,000
• Down payment per MSV = INR 3,00,000
Detailed Financial Analysis