Janakpur Handicraft Center (JHC) is a social business entrepreneur promoting Mithila arts. The business was originally established in a small town of Nepal named Janakpur over 16 years ago and has undergone various changes in business as well as social strategy. The refined model is to promote art and employment. The company has two principals, Janakpur Handicraft Center’s “Mithilanepal”- Boutique for Arts & Crafts located in Pasadena (as planned), and JHC located in Kathmandu, Nepal. All arts and craft works are done in Janakpur and Kathmandu of Nepal. 1.1 The Concept
In JHC Mithila art is done by women living in village area of Janakpur. Due to the popularity of the Art in Nepal and India many male artists took interest in it. By leveraging JHC's location and expertise in Nepal, Janakpur Handicraft Center will be able to have control of the entire importation process. In Unites states, Janakpur Handicraft Center will serve not only as a principal of JHC, but also as a helper for the local poor homeless people living in society. Janakpur Handicraft Center has three keys to success. The first is establishing a high quality, high value relationship between Mithila Art and people. The second key is to ensure reliable and timely delivery of their products. The last but most important key to success is reliable administration of the social programs and projects to provide empowerment opportunities for people. 1.2 The Market
Janakpur Handicraft Center will target three market segments. The first, that currently comprises 80% of their business, is specialty retailers & galleries. This segment is growing at 0.1 % and there are 5 potential customers. This is a more competitive niche and through targeted marketing, Janakpur Handicraft Center will begin to increase their dependence on this segment. The second segment is designers that need annual growth. The last targeted niche is social entrepreneurs who can support the projects. The market is based less on brand equity of the Art and more on the actual product and the service provider. It is very important to the customer to see and feel the art. 1.3 The Sales Strategy
Key to the sales strategy is direct sales calls on all market segments targeted in this plan with the exception of interior designers. These sales calls need to be made by the owner, Ranjit Saxena, by virtue of his background and knowledge of the products and competitors. Experience has proven that the more time he devotes to sales, the more sales result. JHC team members need to be trained more as soon as possible. Without the members dedication, too much of Seema's time is also deflected away from her major task of social activities. Janakpur Handicraft Center, through its well-focused social business strategy will achieve profitability by month two. Conservative forecasts indicate that sales will be almost double from year one to year three. Net profits will be commensurate.
The objectives of Janakpur Handicraft Center’s are:
To concentrate JHC's efforts on several selected market sectors that have been researched and found promising. To improve the reliability and timeliness of shipments from Nepal. To build new concepts for women awareness and empowerment in Nepal. To organize Events to promote art, culture and tourism in Mithila region of Nepal To give a hope and opportunity to underprivileged people to change their lives. 1.5 Mission
Janakpur Handicraft Center's mission is to introduce Mithila Art and artists to people all around the world. The CEO of JHC, Madan Kala Karn utilizes her artistic background, her experience in giving training to women artists who have been practicing the art of wall and floor, as well as her contacts in the villages to find as much as needy people around the town. 1.6 Keys to Success
The keys to success in JHC’s business are:
The social serving nature of the center however it is a private business company. Reliable and timely...