Maryland International College

School of Graduate Studies

Course Title: Entrepreneurship and Enterprise Development

Group Project Assignment

Group Member Name ID no.

1. GETAHUN DACHEW NEGASH ………… PM/MR033/15

2. ELSA ENDALE…………………………………. MBA/MR132/15
3. YEMISRACH ALEMAYEHU (Add)………. MBA/HR01/665/15
4. SISAY ABADI EMBAYE……………………… MBA/BR075/15
5. SELAMAWIT MINASE………………………. MBA/BR062/15

Submitted to: - Dr. Michael

Addis Ababa, Ethiopia

March, 2023

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Table of Contents
1.1 Mission Statement.......................................................................................................................................2
1.2 Vision...............................................................................................................................................................2
1.4 Target Market..................................................................................................................................................2
1.5 Sales/Marketing Strategy................................................................................................................................2
1.6 Competitive Advantage...................................................................................................................................3
2. COMPANY OVERVIEW...........................................................................................................................................3
2.2 SWOT Analysis.................................................................................................................................................4
Strengths...........................................................................................................................................................4
Weakness..............................................................................................................................................................4
Opportunity.......................................................................................................................................................4
Threats..............................................................................................................................................................5
2.2.1 Competition..............................................................................................................................................5
2.3 Business Objectives.........................................................................................................................................5
Short-term Objectives.......................................................................................................................................5
Medium-term Objectives..................................................................................................................................5
Long-term Objectives........................................................................................................................................5
2.4 Segmentation, Targeting and Positioning........................................................................................................6
Segmentation....................................................................................................................................................6
Segment 1: Corporate Executives......................................................................................................................6
Segment 2: Small Business Owners...................................................................................................................6
Segment 3: Start-up Entrepreneurs...................................................................................................................6
Segment 4: Non-profit Organizations................................................................................................................6
Segment 5: Government Agencies....................................................................................................................6
2.5 Targeting.........................................................................................................................................................7
2.6 Positioning.......................................................................................................................................................7
2.7 Revenue Model...............................................................................................................................................7
Primary Revenue Streams:....................................................................................................................................7
1. Consulting Services....................................................................................................................................7
2. Training Programs......................................................................................................................................7
3. Digital Marketing Services.........................................................................................................................7
Secondary Revenue Streams:................................................................................................................................8
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2.8 Pricing Strategy:...............................................................................................................................................8
2.9 Risks and Mitigation........................................................................................................................................8
Identified Risks......................................................................................................................................................8
1. Market Volatility........................................................................................................................................9
3. Client Dependence:...................................................................................................................................9
4. Technological Advancements:...................................................................................................................9
5. Regulatory Compliance..............................................................................................................................9
6. Talent Retention........................................................................................................................................9
7. Cybersecurity Threats:...............................................................................................................................9
2.10 Mitigation Strategies...................................................................................................................................10
1. Risk: Economic Downturn............................................................................................................................10
2. Risk: Technological Disruptions...................................................................................................................10
3. Risk: Talent Retention..................................................................................................................................10
4. Risk: Cybersecurity Threats..........................................................................................................................11
5. Risk: Regulatory Compliance.......................................................................................................................11
3. Products and Services......................................................................................................................................12
1. Financial Consulting.....................................................................................................................................12
2. marketing research and analysis.................................................................................................................12
3 Accounting Consulting......................................................................................................................................13
3.1 Marketing Channels.......................................................................................................................................14
Budget Allocation................................................................................................................................................15
Timeline...............................................................................................................................................................15
4 Performance Metrics........................................................................................................................................15
6.1 Organizational Structure................................................................................................................................17
6.2 Key Personnel................................................................................................................................................17
6.3 Roles and Responsibilities.............................................................................................................................18
6.4 Company Culture & Values............................................................................................................................19
6.5 Influence on Company Direction...................................................................................................................19
6.6 Organizational structure................................................................................................................................20
7. Start-up business cost......................................................................................................................................21
8. Financial plans.................................................................................................................................................21
3.2 Summary of the key financial indicators........................................................................................................23

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1. Executive Summary
Pragmatics business consulting Plc is a consulting company based in Ethiopia which located Addis
Ababa that provides consulting services to new and existing business by rising initial capital of 2000,000
which is 70% from owners and the remaining will be gained from bank loan. The business is financially
viable with an internal rate of return (IRR) of 16.65% % and a net present value (NPV) of Birr 172,433
discounted at 10%.

At Pragmatics, our mission is to provide specialized consulting services that address the unique
challenges faced by business executives. Our vision to be the leading business consulting firm
recognized for driving sustainable growth and excellence in Ethiopian businesses.

We are driven by the belief that every executive deserves expert guidance and support to drive growth
and success. By leveraging our team's expertise in financial consulting, market research and analysis,
accounting, and market planning, we offer a comprehensive suite of services that empower our clients to
make informed decisions and achieve their goals. What sets us apart is our personalized approach and
range of additional features, including customized training programs and digital marketing services. We
aim to be the top choice for businesses seeking expert guidance by offering tailored pricing options and
packages that meet their specific needs and budgets. Through targeted digital advertising campaigns,
strategic partnerships, and referrals from satisfied clients, we will reach our primary audience of business
executives in need of specialized consulting services. Our mission is to be a trusted partner on their
journey towards growth and success. The form of the business is corporation which is established by
selling share to potential shareholders. The company that specializes in offering bespoke consulting
services tailored to the unique challenges faced by business executives. Pragmatics Business consulting
provides affordable pricing packages and can tailor a strategy to meet the needs of each individual client.
Through personalized solutions and expert guidance, we aim to revolutionize the way businesses
overcome obstacles and achieve their objectives. Our pricing strategy is based on a combination of
factors including the scope of work, complexity of the project, duration of engagement, and level of
expertise required.

Over the long term, we plan to establish partnerships with international firms to offer our consulting
services on a global scale, expanding our reach beyond Ethiopia.

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1.1 Mission Statement
At Pragmatics, our mission is to provide specialized consulting services that address the unique
challenges faced by business executives. We are driven by the belief that every executive deserves expert
guidance and support to drive growth and success. By leveraging our team's expertise in financial
consulting, market research and analysis, accounting, and market planning, we offer a comprehensive
suite of services that empower our clients to make informed decisions and achieve their goals. What sets
us apart is our personalized approach and range of additional features, including customized training
programs and digital marketing services. We aim to be the top choice for businesses seeking expert
guidance by offering tailored pricing options and packages that meet their specific needs and budgets.
Through targeted digital advertising campaigns, strategic partnerships, and referrals from satisfied
clients, we will reach our primary audience of business executives in need of specialized consulting
services. Our mission is to be a trusted partner on their journey towards growth and success.

1.2 Vision
To be the leading business consulting firm recognized for driving sustainable growth and excellence in
Ethiopian businesses.

1.3 Location of the business

Pragmatic business consulting company will be located Arat kilo, Addis Abeba, Ethiopia. The reason to
choose this place is because Addis Ababa is the hottest city especially for business and more factory and
business place established it contains several peoples living permanently or coming from other place to
find job hence we can get more job finder customers easily.

1.4 Target Market

Pragmatics specifically targets business executives or corporate who are in dire need of specialized
consulting services that can propel growth and success within their organizations. These leaders seek not
just advice but actionable strategies that can transform their operations positively. Our ideal clients span
across various industries but share a common goal: overcoming operational challenges through expert
guidance supported by data-driven insights.

1.5 Sales/Marketing Strategy

To reach our target audience effectively, Pragmatics has devised a multifaceted marketing strategy
focused on targeted digital advertising campaigns, strategic partnerships, and leveraging referrals from
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satisfied clients. This approach ensures maximum visibility among potential clients while highlighting
the tangible benefits our consulting services offer. Through carefully crafted messaging and strategic
outreach efforts, we aim to establish a strong market presence that resonates with business leaders
seeking transformative solutions.

1.6 Competitive Advantage

What truly sets Pragmatics apart from competitors is our unwavering commitment to providing
personalized service coupled with an exhaustive range of consulting offerings. Unlike generic advisory
firms, we delve deep into the specific challenges faced by each client to craft bespoke solutions that yield
real results. This personalized approach combined with our team’s unparalleled expertise positions us as
the preferred partner for businesses intent on navigating complex operational challenges toward
achieving lasting success.

2. COMPANY OVERVIEW

Pragmatics business consulting Plc is a consulting company based in Ethiopia which located Addis
Ababa that provides consulting services to new and existing business. The initial capital of the business
will be 2000,000 ETB. The form of the business is corporation which is established by selling share to
potential shareholders. The company that specializes in offering bespoke consulting services tailored to
the unique challenges faced by business executives. With a commitment to driving growth and ensuring
success, Pragmatics delivers a comprehensive suite of services including financial consulting, market
research and analysis, accounting, and market planning. Enhanced by customized training programs and
an array of digital marketing services, our approach is designed to meet the evolving needs of our clients.
Pragmatics Business consulting provides affordable pricing packages and can tailor a strategy to meet the
needs of each individual client. Through personalized solutions and expert guidance, we aim to
revolutionize the way businesses overcome obstacles and achieve their objectives.

2.1 Customer Problem

The inception of Pragmatics was motivated by a critical gap in the market: the lack of specialized
consulting services designed to address the nuanced challenges faced by corporate executives. Our
founders identified this gap and set out to fill it by leveraging their extensive expertise and experience.
The primary issue we aim to solve is inefficient business operations and stagnant growth among our

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clientele. By providing expert guidance and tailored solutions, we enable businesses to navigate through
their challenges more effectively.

2.2 SWOT Analysis

Strengths
 We have a diverse team with strong business acumen, allowing us to offer a wide range of
expertise to our clients.
 We leverage both online and physical distribution channels to reach customers, ensuring a wider
reach and accessibility for our services.
 We offer a comprehensive range of business consulting services, including financial consulting,
market research, customer experience improvement, and financial planning, catering to various
business needs.

Weakness
 Our limited experience working with clients outside of Ethiopia may pose a challenge in
expanding our business globally. To mitigate this, we will actively seek partnerships or
collaborations with international consulting firms to gain exposure and expertise in new markets.
 Our team lacks expertise in certain areas of business consulting, but we are committed to
continuous learning and professional development to fill these knowledge gaps and enhance our
service offerings.

Opportunity
 The growing demand for business consulting services in Ethiopia presents a significant
opportunity for us to establish a strong presence in the market and expand our client base.
 Advancements in technology offer opportunities to enhance our online distribution channel,
improve efficiency, and reach a wider audience of potential clients.
 Collaborating with local businesses and industry experts can provide valuable networking
opportunities and help us stay updated on market trends and best practices.
 The increasing focus on sustainable business practices creates opportunities for us to offer
consulting services that promote environmental responsibility and social impact.

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Threats
 Competitive pricing from other firms in the market may pose a threat to our business. To address
this, we will conduct a thorough analysis of our pricing strategy and consider offering bundled
services or discounts to remain competitive.
 Political and economic instability in Ethiopia could impact business operations. To mitigate this
threat, we will diversify our client portfolio and explore opportunities in more stable regions to
ensure business continuity.

2.2.1 Competition
Competition
Competitive threats come from other concrete fabrication companies in the area. Specifically,
competitors include Progressive, ethio-consulting, asharachin , and etc.
2.3 Business Objectives
Short-term Objectives
Within the next 1-2 years, we aim to establish a strong online presence through digital marketing
strategies to attract a minimum of 100 new clients.

Over the next 1-2 years, we plan to conduct market research to identify emerging trends and
opportunities to expand our service offerings.

Medium-term Objectives
Within the next 3-5 years, we aspire to diversify our business consulting services to include specialized
financial planning for small and medium-sized enterprises (SMEs).

Over the next 3-5 years, we aim to expand our physical locations to key business hubs in Ethiopia to
increase accessibility for clients.

Long-term Objectives
In the long term, we aim to become the leading business consulting firm in Ethiopia, recognized for our
innovative solutions and exceptional customer service.

Over the long term, we plan to establish partnerships with international firms to offer our consulting
services on a global scale, expanding our reach beyond Ethiopia.

These objectives are designed to ensure steady growth and establish Pragmatics as a reputable and
sought-after business consulting firm in the Ethiopian market and beyond. By setting SMART goals and
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focusing on both short-term gains and long-term sustainability, we are confident in our ability to achieve
success and make a significant impact in the business consulting industry.

2.4 Segmentation, Targeting and Positioning

Segmentation
Segment 1: Corporate Executives
Customer Needs: Seeking expert financial advice and strategies

Demographics: High-income individuals, aged 35-55, working in corporate settings

Purchasing Behavior: Willing to invest in premium financial services

Segment 2: Small Business Owners

Customer Needs: Assistance with market research and business decision-making

Demographics: Entrepreneurs, aged 25-45, running small businesses

Purchasing Behavior: Looking for cost-effective solutions to improve their business

Segment 3: Start-up Entrepreneurs

Customer Needs: Guidance on customer experience improvement and strategic planning

Demographics: Young professionals, aged 20-35, launching new ventures

Purchasing Behavior: Willing to invest in innovative solutions for growth

Segment 4: Non-profit Organizations

Customer Needs: Support in financial planning and fundraising strategies

Demographics: Employees of NGOs, aged 25-50, working in the non-profit sector

Purchasing Behavior: Seeking value-driven services within budget constraints

Segment 5: Government Agencies

Customer Needs: Specialized market research and policy analysis

Demographics: Government officials, aged 30-60, involved in policy-making

Purchasing Behavior: Looking for reliable and confidential consulting services

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2.5 Targeting
We have chosen to target the Corporate Executives segment as they are high-income individuals who
value expert financial advice and are willing to invest in premium services. By focusing on this segment,
we can tailor our offerings to meet their specific needs and provide them with the personalized attention
they require.

2.6 Positioning
As a business consulting firm catering to high-income Corporate Executives, we position ourselves as the
go-to partner for comprehensive financial planning and expert advice. Our services are designed to meet
the unique needs of this segment, offering tailored strategies to help them achieve their financial goals
and secure their future wealth. By emphasizing our expertise in serving high-income individuals, we aim
to establish ourselves as the top choice for elite financial consulting services in Ethiopia.

2.7 Revenue Model

At Pragmatics, we plan to monetize our product by offering a range of pricing options and packages
tailored to meet the specific needs and budgets of our clients. Our revenue model is designed to align
with our product-based business and the specialized consulting services we offer.

Primary Revenue Streams:

1. Consulting Services: Our core revenue stream comes from providing specialized consulting services to
business executives. These services include financial consulting, market research and analysis,
accounting, and market planning. We offer these services on a project basis or through retainer
agreements, depending on the client's requirements.
2. Training Programs: In addition to consulting services, we also offer customized training programs for
executives and their teams. These programs provide valuable knowledge and skills in areas such as
financial management, market analysis, and strategic planning. We charge a separate fee for these
training programs, which adds to our primary revenue stream.
3. Digital Marketing Services: To support our clients' growth objectives, we provide a range of digital
marketing services such as search engine optimization (SEO), social media marketing, content creation,
and email marketing campaigns. These services are offered as standalone packages or as add-ons to our
consulting engagements.

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Secondary Revenue Streams:
1. Additional Features: We understand that each client may have unique requirements beyond our core
offerings. To cater to these needs, we provide additional features such as data analytics dashboards,
industry-specific reports, and benchmarking tools. These features are available at an additional cost and
contribute to our secondary revenue stream.
2. Referral Program: We believe in the power of word-of-mouth marketing and the value of satisfied
clients recommending our services to others. To incentivize referrals, we have implemented a referral
program where existing clients receive discounts or other benefits when they refer new clients to us.
2.8 Pricing Strategy:
Our pricing strategy is based on a combination of factors including the scope of work, complexity of the
project, duration of engagement, and level of expertise required. We offer flexible pricing options that
allow clients to choose between project-based fees or retainer agreements based on their specific needs.

For training programs and digital marketing services, we have structured pricing tiers that offer different
levels of service based on the client's budget and objectives.

We also provide customized packages that combine multiple services at discounted rates compared to
individual service fees.

Overall, our goal is to provide transparent pricing that reflects the value we deliver while remaining
competitive in the market.

In conclusion, Pragmatics has developed a revenue model that leverages our core consulting services
while offering additional features and complementary offerings such as training programs and digital
marketing services. Our flexible pricing options cater to various client needs while ensuring sustainable
revenue streams.

2.9 Risks and Mitigation

Identified Risks
As with any business venture, there are inherent risks and challenges that Pragmatics may encounter. It is
crucial to identify and address these risks proactively to ensure the smooth operation and success of our
business. Here are some potential risks we have identified:

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1. Market Volatility: The consulting industry is subject to market fluctuations, which can impact the
demand for our services. Economic downturns or changes in industry trends could lead to reduced client
budgets or a decline in the need for specialized consulting services. To mitigate this risk, we will closely
monitor market conditions, diversify our service offerings, and maintain strong relationships with
existing clients.
2. Intense Competition: The consulting industry is highly competitive, with numerous firms offering
similar services. Competitors may have established relationships with key clients or offer lower pricing
options. To differentiate ourselves, we will leverage our personalized approach and comprehensive range
of services to provide unique value propositions to our clients.
3. Client Dependence: Our business relies on a small number of key clients for a significant portion of our
revenue. If we were to lose one or more of these clients due to factors such as mergers, acquisitions, or
changes in management, it could have a substantial impact on our financial stability. To mitigate this
risk, we will focus on diversifying our client base by targeting new industries and expanding our
marketing efforts.
4. Technological Advancements: The rapid pace of technological advancements poses both opportunities
and challenges for Pragmatics. While technology enables us to deliver more efficient and effective
consulting services, it also means that competitors can quickly adopt similar technologies and disrupt the
market. To stay ahead, we will invest in continuous research and development to enhance our
technological capabilities and ensure that we remain at the forefront of industry trends.
5. Regulatory Compliance: As a consulting firm, Pragmatics must adhere to various regulatory
requirements related to data privacy, intellectual property rights, and professional standards. Failure to
comply with these regulations could result in legal consequences or damage to our reputation. To
mitigate this risk, we will establish robust internal controls, regularly review compliance procedures, and
stay updated on any changes in relevant regulations.
6. Talent Retention: Attracting and retaining top talent is crucial for the success of Pragmatics. However,
there is always a risk of losing key employees due to factors such as competitive job offers or burnout
from high workloads. To address this risk, we will implement competitive compensation packages,
provide ongoing professional development opportunities, foster a positive work culture that promotes
work-life balance, and regularly assess employee satisfaction levels.
7. Cybersecurity Threats: With an increasing reliance on digital platforms for service delivery and data
management, cybersecurity threats pose a significant risk for Pragmatics. A data breach or unauthorized

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access could compromise sensitive client information or disrupt our operations. To safeguard against
such threats, we will implement robust cybersecurity measures including firewalls, encryption protocols,
regular system audits, employee training on cybersecurity best practices, and partnerships with reputable
IT security firms.
By acknowledging these potential risks upfront and implementing appropriate mitigation strategies
outlined above (and others as needed), Pragmatics can navigate challenges effectively while maximizing
opportunities for growth and success in the consulting industry.

2.10 Mitigation Strategies

To ensure the success and resilience of our business, we have identified several risks and developed
actionable mitigation strategies. By implementing these strategies, we aim to minimize potential
disruptions and maximize our ability to deliver exceptional consulting services to our clients.

1. Risk: Economic Downturn

o Mitigation Strategy: Diversify Client Base and Offer Flexible Pricing Options
o Explanation: During an economic downturn, businesses may reduce their spending on consulting
services. To mitigate this risk, we will diversify our client base across different industries and sectors. By
serving a diverse range of clients, we can minimize the impact of economic fluctuations in any particular
industry. Additionally, we will offer flexible pricing options tailored to meet the specific needs and
budgets of our clients. This approach will allow us to attract a wider customer base and maintain steady
revenue streams even during challenging economic times.
2. Risk: Technological Disruptions
o Mitigation Strategy: Stay Updated with Technological Advancements and Invest in Infrastructure
o Explanation: Technology plays a crucial role in the consulting industry, and rapid advancements can
pose both opportunities and risks. To mitigate the risk of technological disruptions, we will stay updated
with the latest advancements in software tools, data analytics, and digital marketing platforms. By
investing in cutting-edge infrastructure and training our team on emerging technologies, we can ensure
that we remain at the forefront of industry trends. This proactive approach will enable us to provide
innovative solutions to our clients while minimizing any potential negative impacts from technological
disruptions.

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3. Risk: Talent Retention
o Mitigation Strategy: Foster a Positive Work Environment and Provide Professional Development
Opportunities
o Explanation: The success of our business relies heavily on attracting and retaining top talent in the
consulting industry. To mitigate the risk of talent retention, we will prioritize creating a positive work
environment that fosters collaboration, growth, and work-life balance for our employees. We will also
provide professional development opportunities such as training programs, certifications, and mentorship
initiatives to enhance their skills and expertise. By investing in our team's well-being and professional
growth, we can reduce turnover rates and ensure continuity in delivering high-quality consulting services
to our clients.
4. Risk: Cybersecurity Threats
o Mitigation Strategy: Implement Robust Cybersecurity Measures
o Explanation: As a product-based business that operates both physically and online, protecting sensitive
client information is paramount. To mitigate cybersecurity threats, we will implement robust
cybersecurity measures such as firewalls, encryption protocols, regular vulnerability assessments,
employee training on data security best practices, secure cloud storage solutions for client data
management, and strict access controls for sensitive information. By prioritizing data security at every
level of our operations, we can safeguard client confidentiality while maintaining trust in our services.
5. Risk: Regulatory Compliance
o Mitigation Strategy: Stay Abreast of Regulatory Changes and Establish Compliance Protocols
o Explanation: The consulting industry is subject to various regulations that govern data privacy, financial
reporting standards, intellectual property rights protection, etc. To mitigate the risk of non-compliance
with regulatory requirements or changes in legislation that may impact our operations or client
engagements negatively; We will stay updated with regulatory changes relevant to our industry through
continuous monitoring efforts such as subscribing to regulatory updates newsletters or engaging legal
counsel when necessary.
These mitigation strategies are designed to address potential risks proactively while ensuring that
Pragmatics remains resilient in an ever-evolving business landscape. By implementing these strategies
effectively alongside ongoing monitoring efforts; Pragmatics can continue providing exceptional
consulting services while minimizing potential disruptions or setbacks caused by external factors.

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3. Products and Services
1. Financial Consulting
Product/Service benefits: Financial consulting services involve providing expert advice and assistance to
individuals, businesses, or organizations regarding various financial matters. These services can include
financial planning, investment advice, risk management, budgeting, taxation, retirement planning, and
wealth management. Financial consultants assess their clients' financial situations, identify goals and
objectives, and develop personalized strategies to help them achieve their financial objectives. They may
also provide guidance on financial products and services, such as insurance, mutual funds, stocks, bonds,
and other investment vehicles. Overall, financial consulting services aim to help clients make informed
financial decisions, optimize their financial resources, and achieve long-term financial success.
2. marketing research and analysis
Product/Service benefits: Marketing research and analysis involve gathering and interpreting data to
understand market trends, consumer behavior, and competitive landscapes. This process is crucial for
businesses to make informed decisions about their marketing strategies, product development, and
overall business operations.
Here's a breakdown of the key components of marketing research and analysis:
i. Identifying Objectives: The first step is to define the objectives of the research. This could include
understanding customer preferences, assessing market opportunities, or evaluating the effectiveness of
marketing campaigns.
ii. Data Collection: Once the objectives are established, data is collected from various sources. This may
involve primary research methods such as surveys, interviews, focus groups, or observational studies, as
well as secondary research using existing data sources like market reports, industry publications, and
government databases.
iii. Data Analysis: The collected data is then analyzed to extract meaningful insights. This can involve
quantitative analysis, such as statistical techniques to identify patterns and trends, as well as qualitative
analysis to understand consumer perceptions and motivations.
iv. Market Segmentation: Based on the analysis, marketers may segment the market into distinct groups
of consumers with similar characteristics or needs. This allows for more targeted marketing strategies
and product offerings.

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v. Competitive Analysis: Understanding competitors' strategies, strengths, and weaknesses is essential
for positioning a product or service effectively in the market. Competitive analysis involves researching
competitors' products, pricing, distribution channels, and marketing tactics.
vi. SWOT Analysis: A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) helps
businesses assess internal strengths and weaknesses, as well as external opportunities and threats in the
market. This framework informs strategic decision-making and helps identify areas for improvement.
vii. Market Forecasting: By analyzing historical data and current market trends, marketers can forecast
future
demand for products or services. This information is valuable for budgeting, production planning, and
setting sales targets.
viii. Reporting and Recommendations: Finally, the findings of the research are compiled into a
comprehensive report with actionable recommendations for decision-makers. This report may include
key insights, market trends, competitive analysis, and strategic recommendations to guide marketing
efforts and business growth. Overall, marketing research and analysis play a critical role in guiding
strategic decision-making, minimizing risks, and maximizing opportunities for businesses in competitive
markets.
3 Accounting Consulting
Product/Service benefits: our consulting involves providing expert advice and services related to
financial accounting, reporting, and analysis to businesses, organizations, or individuals. Here's a
description of what accounting consulting typically entails:
i. Financial Analysis: Accounting consultants analyze financial statements, reports, and data to assess
the financial health and performance of a business. This may include evaluating profitability, liquidity,
solvency, and efficiency metrics to identify areas for improvement.
ii. Regulatory Compliance: Pragmatic will help businesses navigate complex accounting regulations
and standards, ensuring compliance with laws such as Generally Accepted Accounting Principles
(GAAP) International Financial Reporting Standards (IFRS), and tax regulations. They also assist with
regulatory filings and disclosures.
iii. Financial Reporting: Consultants assist with the preparation and presentation of financial
statements, including balance sheets, income statements, cash flow statements, and footnotes. They
ensure accuracy, transparency, and compliance with accounting standards.

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iv. Internal Controls: Pragmatic will evaluate and strengthen internal control systems to safeguard
assets, prevent fraud, and ensure the reliability of financial reporting. This may involve assessing existing
controls, identifying weaknesses, and implementing improvements.
v. Budgeting and Forecasting: Pragmatic will help businesses develop and manage budgets, forecasts,
and financial projections to support strategic planning, decision making, and resource allocation. We will
analyze historical data, market trends, and business drivers to inform budgeting decisions.
vi. Tax Planning and Compliance: Accounting consultants provide tax planning strategies to minimize
tax liabilities and maximize tax benefits for businesses and individuals. They stay abreast of tax laws and
regulations, advise on tax-efficient structures, and assist with tax compliance and reporting.
vii. Financial Advisory Services: Pragmatic offer strategic financial advice and guidance to help
businesses achieve their financial goals and objectives. This may include mergers and acquisitions
(M&A) advisory, capital raising, financial restructuring, and risk management.
viii. Technology Integration: With the increasing use of accounting software and technology,
consultants assist businesses in selecting, implementing, and optimizing accounting systems and software
solutions. We will help streamline processes, improve efficiency, and enhance reporting capabilities.
Overall, accounting consulting services are tailored to the specific needs and objectives of each client,
providing valuable expertise and support in navigating complex financial matters and achieving financial
success.
Product/Service Price: 2000

3.1 Marketing Channels

To effectively reach our target market, we plan to utilize the following marketing channels:

i. Targeted Digital Advertising Campaigns: We will invest in targeted online advertising campaigns
across various platforms such as Google Ads, social media platforms like Facebook and LinkedIn, as
well as industry-specific websites. By leveraging data-driven targeting techniques, we can ensure that our
ads are seen by the right audience at the right time.
ii. Strategic Partnerships: We will establish strategic partnerships with complementary businesses or
organizations that share a similar target audience. This collaboration will allow us to expand our reach
and tap into new customer segments.
iii. Referrals from Satisfied Clients: Word-of-mouth marketing is a powerful tool in the consulting
industry. We will actively encourage referrals from satisfied clients by providing exceptional service and

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delivering tangible results. Additionally, we will implement a referral program that incentivizes clients to
refer us to their network.
Budget Allocation
To maximize the impact of our marketing efforts, we have allocated our budget strategically across
different channels:

 50% of our budget will be dedicated to targeted digital advertising campaigns.

 30% of our budget will be allocated towards building strategic partnerships.

 20% of our budget will be invested in referral programs and initiatives.

By allocating resources in this manner, we aim to optimize reach while maintaining cost-effectiveness.

Timeline
To ensure a systematic approach to marketing activities, we have outlined a timeline for key milestones:

 Month 1: Develop marketing collateral including brochures, case studies, and website content.

 Month 2: Launch targeted digital advertising campaigns across selected platforms.

 Month 3: Identify potential strategic partners and initiate partnership discussions.

 Month 4: Implement referral program initiatives.

 Ongoing: Continuously monitor campaign performance metrics and make necessary adjustments for
optimization.

4 Performance Metrics
To track the success of our marketing efforts, we will measure key performance metrics such as:

1. Lead Generation: Number of qualified leads generated through various marketing channels.
2. Conversion Rate: Percentage of leads converted into paying customers.
3. Customer Satisfaction: Regularly collect feedback from clients to gauge satisfaction levels.
4. Return on Investment (ROI): Measure the effectiveness of each marketing channel by calculating the
ROI based on revenue generated versus marketing spend.
By closely monitoring these metrics, we can identify areas for improvement and make data-driven
decisions to continuously enhance our marketing strategy. Therefore, through targeted digital advertising
campaigns, strategic partnerships with complementary businesses or organizations, and referrals from

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satisfied clients, we aim to effectively market Pragmatic’s specialized consulting services. By
differentiating ourselves through personalized approaches and comprehensive service offerings while
allocating resources strategically across various channels according to an outlined timeline, we expect
measurable success in terms of lead generation, conversion rates, customer satisfaction levels, and ROI
tracking metrics

5. Sales Plan

At Pragmatics, our sales plan is designed to convert interested prospects into paying customers while
resonating with our target audience of business executives and leaders in need of specialized consulting
services. We understand the importance of a personalized approach and comprehensive range of services,
which sets us apart from competitors and makes us the top choice for businesses seeking expert guidance
and support.

To effectively convert prospects into customers, we have implemented several strategies:

i. Lead Nurturing: We believe in building strong relationships with our prospects. Once a prospect
expresses interest in our services, we initiate a lead nurturing process. This involves regular
communication through personalized emails, phone calls, and targeted content that addresses their
specific pain points and showcases the value we can provide.
ii. Sales Staffing: Our dedicated sales team consists of highly skilled professionals who are trained
to understand the unique challenges faced by business executives. They possess in-depth knowledge
about our services and are equipped to provide tailored solutions to meet each client's needs.
iii. Commission Structure: To incentivize our sales team, we have implemented a commission
structure that rewards them for successfully converting prospects into paying customers. This ensures
their motivation and dedication towards achieving sales targets.
iv. Sales Territories: We have divided our target market into specific sales territories to ensure
efficient coverage and focus on potential clients within each region. This allows us to allocate resources
effectively and tailor our approach based on regional requirements.
v. Sales Quotas: To drive performance and accountability, we have set sales quotas for each
member of our sales team. These quotas are aligned with the overall business objectives and serve as
benchmarks for measuring individual performance.

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vi. Key Sales Activities: Our sales team engages in various key activities such as prospecting,
networking, attending industry events, conducting product demonstrations, and following up with
potential clients to nurture relationships and close deals.
vii. Payment Methods: We offer flexible payment options to cater to the diverse needs of our
clients. These include online payment gateways, bank transfers, checks, or customized payment plans
based on the scope of engagement.
viii. Tracking Tools: To monitor the Pragmatics of our sales efforts, we utilize advanced CRM
(Customer Relationship Management) software that enables us to track leads, manage customer
interactions, analyze data trends, and measure the effectiveness of our sales strategies.
By implementing these strategies within our sales plan, we aim to efficiently convert interested prospects
into paying customers while providing them with exceptional service throughout their journey with
Pragmatics

6. Background of the entrepreneurs

The all-round knowledge of the partners would create conducive and innovative Prgmatic business that
can compute in a free market. And the partners have enough knowledge to deal with the business and to
overcome the problems related with managing and developing the different consulting issues.

6.1 Organizational Structure

Pragmatics is led by a dynamic and experienced team that is committed to driving growth and success for
our clients. Our organizational structure is designed to ensure efficient operations, effective decision-
making, and seamless coordination across all departments. We believe in fostering a collaborative work
environment where each team member can contribute their unique skills and expertise.

6.2 Key Personnel

Getahun Dachew - CEO
As the CEO of Pragmatics, Getahun Dachew brings a wealth of knowledge and experience to the table.
With a strong background in accounting and three years of experience in the banking industry, Getahun
possesses valuable insights into financial consulting and market analysis. He leads the overall strategic
direction of the company, ensuring that our services are tailored to meet the unique challenges faced by
business executives.

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Elsa Endale – Finance Manager
Elsa Endale serves as the finance Manager at Pragmatics. With four years of experience in accounting,
Elsa plays a crucial role in overseeing day-to-day operations and ensuring smooth functioning across all
departments. Her expertise in financial management and her attention to detail make her an invaluable
asset to the team.

6.3 Roles and Responsibilities

CEO (Getahun Dachew)
 Sets the overall strategic direction for Pragmatics

 Develops key partnerships and alliances

 Oversees financial planning and budgeting

 Provides guidance on market research and analysis

 Builds a strong company culture based on collaboration and innovation

General Manager (Elsa Endale)

 Manages day-to-day operations

 Coordinates with department heads to ensure smooth functioning of all processes

 Monitors project timelines and resource allocation

 Implements quality control measures to maintain high standards of service delivery

 Supports business development activities through client relationship management

Marketing Director/ SISAY ABADI
The role and responsibilities of a Marketing Director in a consulting company are multifaceted and
crucial for the company's success. Here are some key aspects of their role:
 Developing Marketing Strategies
 Brand Management
 Marketing Campaigns
 Digital Marketing: In today's digital age, the Marketing Director plays a crucial role in digital
marketing initiatives such as website management, social media marketing, email marketing, and
search engine optimization (SEO).

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 Client Engagement: They work closely with the sales team to identify target clients and develop
strategies to engage and retain them. This may involve organizing events, conferences, webinars,
and other networking opportunities.
 Analytics and Reporting: The Marketing Director monitors and analyzes marketing performance
metrics to assess the effectiveness of marketing initiatives. They use data-driven insights to
optimize campaigns and improve ROI.
Human resource manager/ yemisrach Alemayehu
 Recruitment and Staffing
 Employee Onboarding and Orientation
 Performance Management
 Compensation and Benefits Administration
 Training and Development

6.4 Company Culture & Values

At Pragmatics, we believe in fostering an inclusive, diverse, and supportive company culture that
empowers our employees to thrive both personally and professionally. Our core values guide our actions,
decisions, and interactions with clients:

i. Excellence: We are committed to delivering exceptional results by constantly striving for

excellence in everything we do.

ii. Collaboration: We believe that collaboration is key to achieving success. We promote teamwork,
open communication, and knowledge sharing.

iii. Innovation: We encourage creativity and innovative thinking to provide cutting-edge solutions
that drive growth for our clients.

iv. Integrity: We uphold the highest ethical standards in all our business practices.

v. Client-Centricity: Our clients are at the center of everything we do. We prioritize their needs,
provide personalized solutions, and consistently exceed their expectations.

vi. Our company culture fosters an environment where employees are encouraged to take ownership
of their work while also promoting work-life balance.

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6.5 Influence on Company Direction
The leadership team at Pragmatics plays a pivotal role in shaping the direction of our company. Their
extensive knowledge, expertise, and ability to stay ahead of industry trends enable them to provide
strategic guidance that aligns with our clients' needs.

By leveraging their experience in financial consulting, market research, analysis, accounting, market
planning, as well as customized training programs and digital marketing services, they ensure that
Pragmatics remains at the forefront of providing specialized consulting services tailored specifically for
business executives.

The leadership team's commitment to continuous improvement drives us towards exploring new
opportunities for growth while maintaining our competitive edge in the market.

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6.6 Organizational structure

CEO

General
Manager

Sales and Marketing Finance and Human resource

manager investment manager manager

Accounting Department

Share and investment

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7. Start-up business cost
Estimation of startup capital

Renting 4020birr * 6 50,000 birrs

house

Equipment 4 chair* 10,000 40,000 birrs

4table*20,000 80,000 birrs

4desktopcomputer*10,00 40,000 birrs

0

Wi-Fi 8GBper month 1000 birrs

broadband

Working 450,000 birrs

capital

Total 661,000 birrs

8. Financial plans
PRAGMATIC ETHIOPIA CONSULTING PLC
Balance sheet
AS AT…
Jan,202
7-Dec-2026 7-Dec-2027
Description 5

Assets
Non-current asset
property plant and equipment 320,000.00 450,000.00 963,587.00

differd expenditure 32,000.00 45,000.00 96,358.00

Total Non-current asset 352,000.00 495,000.00 1,059,945.00
Current Assets
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Cash 252,000.00 390,000.00 2,200,000.00
trade and other recivables 80,000.00 270,000.00 550,000.00
Total current asset 252,000.00 660,000.00 2,750,000.00
Total Asset 604,000.00 1,155,000.00 3,809,945.00
Liabilities
Current liabilities
120,000.0 150,000.0
trade and other payable 80,000.00
0 0
Total current liabilities 80,000.00 120,000.00 150,000.00
Non-current liabilities
borrowings 500,000.00 320,000.00 240,000.00
Total Non-currentliabilities 500,000.00 320,000.00 240,000.00
Total liabilities 580,000.00 440,000.00 390,000.00
Equity
Capital 1,000,000.00 1,000,000.00 1,000,000.00
Retained Earning 709,110.00 7,744,322.48
legal reserve 40,704.00 40,704.00
profit and loss account -10,000.00 850,000.00
Total capital 990,000.00 1,749,814.00 9,635,026.48
Total liabilities and Capital 1,570,000.00 2,189,814.00 10,025,026.48
Net working capital 172,000.00 540,000.00 2,600,000.00

PRAGMATIC ETHIOPIA CONSULTING PLC

COMPARATIVE INCOME STATEMENT
AS AT…
7-Jul-29 7-Jul-30 13-Dec-31
Description
Audited Audited Audited
Sales 650,000.00 1,200,000.00 2,500,000.00
Cost of sales 400,000.00 800,000.00 1,200,000.00
Gross profit 250,000.00 400,000.00 1,300,000.00
other income
Expenses
General and admistrative expense 170,000.00 400,000.00 500,000.00
Total expenses 150,000.00 320,000.00 500,000.00
Profit/Loss before bussiness income
100,000.00 80,000.00 800,000.00
tax
Profit Tax 30,000.00 24,000.00 240,000.00
Net Profit (Loss) After Tax 70,000.00 56,000.00 560,000.00

3.2 Summary of the key financial indicators

PRAGMATIC ETHIOPIA CONSULTING PLC
23
RELEVANT RATIOS
AS AT…
7-Jul- 13-Dec-
7-Jul-30
29 31
Description
Audite
Audited 0
d
liquidity ratio
Current ratio 3.15 5.50 18.33
Quick ratio 3.15 5.50 18.33
Leverage Ratio
Debit to total asset ratio(%) 96.03 38.10 10.24
Debit to total equity ratio(%) 58.59 25.15 4.05
Profitability ratio
Return on total asset(%) 11.589 4.848 14.698
Return on equity(%) 7.07 3.20 5.81
Gross profit margin (%) 38.5 33.3 0.0
Net profit margin(%) 10.77 4.67 22.40
Sales growth(%) 84.62 108.33
Total asset growth 0.91 3.17

1. Break-even Analysis

The Break-even Analysis shows that Pragmatic has a good balance of fixed costs and sufficient sales
strength to remain healthy. Our break-even point is Birr 320,101 on sales averaging Birr12.54 per
product. This break-even position is achieved on a monthly fixed cost of Birr 107,873.

The break-even point of the project including cost of finance when it starts to operate at full capacity
(year 3) is estimated by using income statement projection.

BE = Fixed Cost = 73.16%

Sales – Variable Cost

Break-even Analysis

Break-even revenue Birr 320,101

Assumptions:

Average Percent Variable Cost 20 %

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Estimated Monthly Fixed Cost Birr 46,841

Payback Period

The investment cost and income statement projection are used to project the pay-back period. The
project’s initial investment will be fully recovered after 3 year.

1. Internal Rate of Return and Net Present Value

Based on the cash flow statement, the calculated IRR of the project is 16.65% and the net present value
at10 % discount rate is birr 172,433.

2. Economic benefits

The project can create employment for 12 persons. In addition to providing services to the customer, the
project will generate tax revenue to the government.

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