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A
PROJECT
ON
MANAGEMENT INFORMATION SYSTEM
UNDER THE GUIDANCE
OF
Mr. JITENDRA TOMAR
AMITY BUSINESS SCHOOLSECTOR-44, NOIDA
TEAM MEMBERS:
AYUSHI JALAN (E 13)SILKY MITTAL (E 48)
ANKIT AGARWAL (E 55)AKANKSHA KUMAR (E 06)NUPUR DHANAWAT (E 30)
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DECLARATIONWE, hereby declare that this project titled
SECOND
MARRIAGE.COM is prepared by us, duringthe academic year
under the guidance of Mr. JITENDRA TOMAR,Faculty of amity
Noida with the help of the practical exposuregained from seeing
the physical stores.
I also declare that this project work is the
result of our own effort and has not been
submitted to any other university or
institution for the award of any degree.
Also this project is strictly for assessment
purpose and can not be held against the
company. The facts held in the project may
have been altered to protect the interest of
the company.
Date 01.11.2007
Place NOIDA
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ACKNOWLEDGEMENT
It is with deep sense of gratitude that we
express our indebtedness to everybody
who has been instrumental in helping us in
completing the project. I would like to
thank Mr.Jitendra Tomar for providing me
the opportunity to work with their
esteemed organization.
We would also like to acknowledge the
support of our friends in the college who
have directly and indirectly helped me.
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TABLE OF CONTENTS
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Chapter Details Page N
1.
Introduction
COMPANY
CATALOG
06
2. Marketing Strategies 16
3. Financial Statement 29
4.HR Policies
43
5.
IT strategies
Software , hardware andplatforms
Securities
Payment system
Revenue model
40
6. Cyber Law 49
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The Promoting Body
Looking into the vast potential of virtual
development in the National Capital Region as per
details given above, few visionaries from variousfields but having a common interest of providing
most qualified and skilled manpower decided to
establish a HEAD OFFICE IN CANAUGHT
PLACE, NEWDELHI to cater to the need of ever
increasing second marriages in the region and it was
established on 29th march 2008 by Ms. AYUSHI
JALAN.
Details of Promoters including theirbackground:
SECOND MARRIAGE has been promoted
by the following members:
1. Ms. Ayushi Jalan
Chairman
2. Ms.Silky Mittal
Vice Chairman
3. Mr. Ankit Agarwal
Chief Secretary
4. Ms. Akanksha Kumar
Treasurer
5. Ms.Nupur Dhanawat
Member
The Promoters have vast retail experience,
which includes administration of higher
respond.
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ABOUT THECOMPANYBUSINESS IDEA
Secondmarriage.com is an interactive
matrimonial service which acts as a
platform for individuals looking to get
married again. On the website users can
create their own profile for other members
to search and can also search through a
large database of other profiles. Users can
also chat in the chat room which is only for
the members of the site.
The website will focus on a very specific
target market, which are the people who are
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separated, divorced or widowed.
The unique selling point of the website is
the fact that Indians are very reserved about
talking about a subject of a broken
marriage. Through this websites individuals
can cut through these reservations and the
family tensions, to either find a new partner
or interact with people who have been
through the same experience as them.
Separation in the Indian society leads to a
lot of depressions among these individuals,
interacting and chatting with other people
online helps a lot. People are more open
about talking about their problems when
they know that the other person has gone
through a similar situation.
The website will also provide counseling
sessions through an online chat room.
Reputed psychiatrists will come online on
certain times of the day to answer
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questions and talk to people. Through this
we hope to help people suffering from
depression or seeking other advice on how
to move on in life.
SERVICE
SThe website- www.secondmarriage.com
HOMEPAGEThe first web page that shows up when we
type www.secondmarriage.com in our
browser. This page will have a very well
designed interface.
The interface will include the following:
Login box
Register as new member box
Navigation links
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Company info
Punch lines, ad service information
MATRIMONIA
L
To search for profiles or to create a profile a
user needs to first register them to the
website. A registration link will be present
on the homepage which will direct the user
to the registration page.
At the registration page the following
information will be asked from the user:
Username
Password
E-mail Address
Name and other personal information
(Will be optional)
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PROFILE
Once registered a member will be asked to
setup their profile. The profile is
compulsory to make for all members.
Through this profile other members can
search for the user once the user has
completed the process.
The profile will have the following items:
Age
Sex
Location
Divorce/Widow
Other Items
Searching for13
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membersA member can also search through the
database of existing members using an
advanced search to find a right match. The
search will have all the options in the profile
ad will give many options from those to
narrow your result.
The search criteria will include:
Basic Info
o Gender
o Age in years
o Height
o Complexion
Religious & Social Background
o Religion
o Mother Tongue
Education & Career
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Lifestyle
Location
The SelectionProcess
From the search results the members can
go through all the profiles. If the member
likes a profile there is an option to add the
profile to your favorites for later viewing or
you can click the send message button to
write a message to get in touch with the
members that you like.
The ChatRoom
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The website will include a chat room which
will be restricted to the members only. The
chat room will provide a platform for
members to interact with other members on
a real-time basis.
There will be an option to view profiles of
members while chatting with them.
The CounsellingSessions
At regular intervals, reputed psychiatrists
and psychologists will give counseling
sessions through chat rooms. These
sessions will be advertised on the website
before the sessions are to take place.
The sessions can also be on a one to one
basis depending on the request of the
customer and the discretion of the
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counselor.
STRUCUTUREOF WEBSITE
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18
About Us Contact Us
Products
Sign in
Select Occasion
Get Well Soon
Condolences
Love
Birthdays
Anniversaries
Congratulations
New Born
Login
New U
Registr
Services
Offline Payment
Delivery Policy
Privacy Policy
Administrator
Home
Index.htm
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Mission of thePromoting BodyThe primary goal of the members is toprovide such an atmosphere to the generalpublic which is conducive to growing andmaturing in all fields having knowledge andthe ability for analytical thinking so thatthey are able to face the technological andethical changes in this fast moving world.
It is amply clear from the facts stated as
above, that there is a very high demand ofsecond marriage in the region, which isincreasing exponentially. The secondmarriage facilities in the region arecomparatively inadequate.
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MARKET SIZE ANDSEGMENT2ndShaadi.com will exist in an international
interlinked environment through the
internet. Our major market is in India but the
service can be used by people all over the
world as the service is open to all thru the
wide gates of the internet. The market size
is focused upon the people who are
separated, divorced or widowed.
WidowsIn India , widows of re marriageable ages
are mainly from West Bengal where there is
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the highest proportion of widows (65.1%)
followed by Karnataka (63.2%), Andhra
Pradesh (63.1%), Tamil Nadu (60.3%) and
Orissa (60.2%). Overall, Pondicherry had the
highest proportion of widows (67.7%).
Even the small have a proportion of widows
like Nagaland (24.5), Sikkim (32.1), Haryana
(36.5), Mizoram (38.7) and Punjab (39.5).
Widows here consist of both, Men and
Women of ages between 18-38 years.
The above figures are from the United
Nations, Population Division, and World
Population Prospects: 2004 Revision, New
York, 2005. Vol I: Comprehensive Tables;
Vol II: Sex and Age; United Nations, World
Population Projections to 2150, New York,
2005.
Divorcees
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The number of Divorced people in India is
also increasing tremendously. There has
also been an increase in the number of
divorce cases and the growing acceptability
of divorce in India, especially in urban
areas.
According to a recent survey conducted by
IndiaToday, in four metros Delhi,
Mumbai, Chennai and Kolkata almost 70
per cent of the divorce cases now involve
couples below 35 years of age, driven apart
by stressful lifestyle and intolerance. The
survey also found a dramatic increase in
the number of cases filed by women.
Also thru a meeting with Expert Dr. Jitendra
Nagpal, a Psychiatrist at VIMHANS, Delhi
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We came to know that about 10 to 15
percent of the married population does seek
advice for either continuing the marriage or
even optioning for a breakup. And this is
true not just for 14 or 7 years old married
couple but also for people married just for
about six months. He also mentioned that
divorces have gone up 15 times in the last
15 years, which is seen as a dramatic
change in our social ethos.
So we consider the above as our market
size and the ages from 18 -40 as our age
segmentation.
Size of Market Living
outside IndiaNRI Population A huge population of
Indians or people of Indian origin live
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outside India. The internet is the perfect
platform to target such an audience and
provide our services to them. Below is a list
of populations according to country to give
an Idea of the size of the population.
Asia
Nepal 4,000,000 Sri Lanka 950,000
Bhutan 70,000 Afghanistan 46,000 Malaysia 1,800,000 Singapore 425,000 Myanmar 400,000 Thailand 65,000 Indonesia 30,000 Philippines 30,000 Hong Kong 25,000
Middle East
Saudi Arabia 1,400,000 United Arab Emirates
1,200,000 Kuwait 500,000 Oman 350,000 Qatar 175,000 Bahrain 140,000
Yemen 100,000
Africa
South Africa 1,200,000 Mauritius 800,000 Kenya 70,000
Europe
United Kingdom 1,500,0 Netherlands 300,000
France 70,000 Germany 60,000 Switzerland 60,000 Italy 50,000 Portugal 20,000 Sweden 15,000
North America
United States 2,500,000 Canada 800,000 Trinidad and Toba
520,000 Jamaica 34,000 Guadeloupe 6,000 Grenada 3,000
Latin America
Guyana 315,000 Suriname 160,000 French Guiana 12,000 Belize 10,000
Oceania
Fiji 350,000
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Uganda 60,000 Tanzania 50,000 Madagascar 30,000 Mozambique 21,000 Zambia 20,000
Zimbabwe 20,000
Australia 150,000 New Zealand 70,000
These figures tell us that there is a big wide
market waiting to be approached for the
services that we are providing.
The IndianSubcontinent as a Market
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The site is not only limited to Indians as
there is a huge market in other countries
like Pakistan, Bangladesh and Sri Lanka.
These countries, like India, have a large
number of people living in other
countries .Persons from these countries will
constitute to a large part of our market.
Targetmarket
The market that this website will target is
very specific in nature. The market consists
of people who are separated, divorced or
widowed. Further our target audience is
divided by location. The first division
includes those who live in India; the second
includes Indians living abroad.
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Further dissection of the market is given
below:
For Indian Market
o Demographic factors
Age 18 45years
Income Levels middle to
high income groups
Gender- Target both male
and female
Educational level High
school and above
Computer Literacy
Proficient with internet use.
o Psychographic factors
life style
Will target people
living in the metros
who live in where the
lifestyle of people is
more open and liberal.
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Attitude
Will focus on people
with a more liberal
outlook towards life.
For Indians Living Abroad
o This part of the market will be
targeted only through the
internet, which means they will
be computer literate. The Indian
Diaspora is doing very well and
the use of internet is very high
within this group.
Market Trends
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Bharat Matrimonials
vivah Matrimonials
Description of a close Competitor:
Shaadi.com Matrimonial service
Shaadi.com is the biggest competitor for
our Startup .as of now Shaadi.com has
more than 70 % market share.
Services they offer
Matrimonial service
o Thing to note is that this site also
has an option for divorced or
separated people
Its a paid service.
o Silver membership Lets a
member contact the other
member and chat with them.
Rs.1,750 for 3 months
Rs.2,550 for 6 months
Rs.3250 for 12 months.
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Key Barriers
to entry Social Barriers
o The main barrier to the entry for
our company is our social values.
Our country is socially very rich
and does not encourage these
kinds of services as our country is
the same country where not so long
ago sati was still practiced. On the
brighter side the times are
changing and Indias culture is
becoming more liberal by the day.
Computer Literacy
o The internet
usage in India is very low as in
India people are not that
computer savvy, adding to it the
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The growth rate of the second-marriage
market exceeds that of the conventional
industry.One reason is that those who tiethe knot again tend to be financially more
independent than young couples having
their first shot at marriage. Industry insiders
estimate the value of the market at US$2.3
billion as of last year.
The industry is basically based upon
marriage thru the internet. So it may also
cover up the international society which
would be beneficial. Nations such as the
following have a good market for our
service .
Critical Risk Factors ( SWOT
ANALYSIS )Strengths:
1) Unique Service.
2) Specific target audience.
Weakness:
1) Crew is new to the industry.
2) Lack of experience.
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3) First movers advantage.
4) Growing divorce rates in
India.
5) Free of cost service.
3) Less startup capital.
4) Low infrastructure.
5) Low technical know how.
Opportunity:
1) Increasing Divorce rates.
2) The rate of divorce in 1991 in
India was 7 out of every 1000
marriages, in 2002 it went to 9
out of 1000, but in 2005 it was
11 out of 1000.
3) Target Segment increasing by
the day.
4) Growing computer
awareness.
Threats:
1) Very specific target audienc
2) Large number of competito
in the market.
3) Emergence of sim
competitors.
4) Lack of computer literacy
India.
5) The reservations towa
second marriages in India.
ResourceRequirements
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Resource requirements will vary according
to the lifecycle stage that the website is in.
The resource requirements listed here are
those required for initial startup till the first
year of operations.
Business Premises
For the first year of operations the business
will be run from home. Running it from
home will cut costs of setting up an office.
Real Estate prices are very high these days
and by saving this cost we can deploy more
money into promoting the site initially.
Equipment
3 Personal computers
UPS power backup which supports all
three computers.
One dedicated Phone Line.
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Financial Viability
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Cost Projections
Cost projections for the first year are as
follows:
Item Cost(inrupees
Domain name registration 500
Website Hosting 5,000Website Development 50,000Phone Line + Broadband 12,000Total 67,500
ProfitProjections
For the first 3 months we do not expect to
generate any revenue. The main focus for
the first three months will be to generate as
many hits on the website as we can. This
will be made possible by doing direct
marketing through email marketing and PR
articles.
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The Profit Generations for the rest of the
year are given as follows:
Month Revenue (in Rupees)1st Month 02nd Month 03rd Month 04th Month 6505th Month 1,2506th Month 1,2507th Month 1,2508th Month 1,2509th Month 1,25010th Month 1,25011th Month 2,50012th Month 3,750Total 14,400
Profit For year 2:
Month Revenue (
Rupees)1st Month 5,0002nd Month 6,2503rd Month 7,500
4th Month 8,7505th Month 10,0006th Month 11,2507th Month 12,5008th Month 13,7509th Month 15,000
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Projected cash balances form the cash flowanalysis. It alerts the business of liquidityproblems. Liquidity i.e. availability of cashis so Important that even a profitablecompany can run into crisis if it does nothave cash to pay for its obligations as theyfall due.
The cash flow analysis below suggests thatthe Company will have healthy liquidityposition by the end of the first year and thisobviates the need for further cash flow
analysis.
911.5
6.7
182
86.9
4.6
115
74.7
2.2
69
65.9
(1.2)
47
58.3
(2.4)
59
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412.9
(4.6)
83
320.5
(7.6)
129
229.7
(9.2)
205
1 40
(10.3)
297
CashFlow
OpenCash-
Inflow
Profit/(Loss)
fromoperations
i.e.NetProfit
Inflow
CashBalances
Break EvenAnalysis
Taking the initial Costs into consideration
the company will break even after one and a
half years of operation. This break even
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point has come about using the minimum
investment model for this project.
Projected closing Balance Sheetfor first three y Assets 1 st yr2nd Yr 3rdY
Fixed assets
269.3 59.3
Current assets 538.6260 52.7
1 st Yr2 nd Yr 3 rd Yr
Liabilities 193.656 50
(Liability to share holders)
Profit/Loss before Tax 345213.3 9.3
Taxes @ 35.5% 122.5
75.7 3.3
Net Profit/Loss 225.5137.6 6
Dividend -- -
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Reserves/Retained Profit 225.5137.6 6
Cumulated Reserves 366.1143.6 6
Financial Analysis
Net Profit for first Three Years
0
50
100
150
200
250
Year
NetProfitinRupees(lakhs)
Capital Requirements
Initial Capital required to start the venture
will be put up by us only.
At the end of the first year more resources
will be required to market the website
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further. For the operations during the
second year another 5lacs will be required.
Sources of capital:
Venture Capitalists
Bank Loans
Family and friends
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Management & Personnel
The initial stages of the venture will require
only three key people to manage the
website.
Technology Manager
o Responsibilities
The technology manager
will look after the day to
day operations of the
website.
Updating the website
through the backend
interface.
Testing and control of the
website
Upgrading software and
hardware
Make decisions about
change in technology and
up gradation.
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o Background & Skills
Should be proficient in
Website development
languages and models.
Should have at least a
masters in computer
application
Marketing Manager
o Responsibilities
Will be responsible for
marketing the website in
the best possible way.
Will also be responsible for
doing PR for the website.
o Background & Skills
Should have sufficient
knowledge of website
marketing.
Should be at least a
Bachelors degree in
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business or equivalent
experience
Operations Manager
o Responsibilities
Will be responsible for
keeping the operations of
the website on track.
Will maintain records of all
transactions and accounts.
Will be responsible for
making future projections
and making critical
business decisions.
o Background & Skills
Should have sufficient
skills in management.
Should be at least a
Bachelors degree in
business or equivalent
experience.
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Future Projections ofpersonnel requirementsAt the end of the first year of operations we
will increase our personnel to five. The
additions will be of one IT professional and
one marketing/PR professional.
As the traffic to the website increases the
need for more personnel will be seen.
Professional AdvisorsFor the first year of operations professional
advice will be sought from friends and
family who are into certain fields like
Accounting, Legal services and consulting.
After the completion of the first year we will
need one lawyer and one accountant on a
retainer ship basis.
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HRPOLICES
Our HR vision is to create a committed
workforce through people enabling
processes & knowledge sharing practices
based upon our value system. We are in the
process of increasing our workforce to
cater to our needs of increased production
capacity and increased sales.
Key HR policies are Absence management
Alcohol & drug policies
Codes of conduct
Company cars & business travel
Disciplinary procedures
Dress codes & corporate clothing
Grievance procedures
Harassment
Human capital measurement International assignments
Internet & e-mail policies
Redundancy
Relocation
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Developing humanresources with marketvalueWhile the system serves as the core of our
manufacturing, we consider human
resources development for future growth
our key management mission.
As people grow increasingly mobile,
investment in personnel developmentbecomes all the more important. Therefore,
we will implement a personnel program
designed to give employees the place and
opportunity to meet challenges, develop
their capabilities and increase their market
value.
The best employers do more than issue pay
cheques. They improve life in the workplace
and in the surrounding community as well.
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IT STRATEGIESRevenue Model
Revenue for the first one year of
operations will come only from two
sources. CPM
o Cost-per-thousand-impressions,
or CPM for short, is a term used
in describing the amount that
advertising costs per thousand
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impressions. It gets its
abbreviation because M is the
Roman numeral for thousand.
Pop-undero Pop-under is the ad format that
opens in a smaller window
behind the active browser
window. It is also known as pop-
behind. Pop-unders are not
noticed by the users until they
close the active window. Pop-
unders are usually paid in CPM
and are less intrusive than pop-
ups.
Monthly Page
Views
2 Banners @ Rs.20
CPM
Pop Under @ Rs.150
CPM25,000 Rs.1250/month Rs.750/month
100,000 Rs5,000/month Rs.3,000/month
1,000,000 Rs50,000/month Rs.30,000/month
30,000,000 Rs15,00,000/month Rs.9,00,000/month
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SECURITIESThere are many kinds of intellectualproperty, but the ones most important to
online businesses are:
The Company will have to makesure that it does not infringe otherscopyright when obtaining contentfor the site as well as the reverse.The essence of this law is that
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copyright owners have the right toprevent others from reproducing(copying), modifying, publiclydisplaying or distributing a piece ofwork (be it text information,graphics, icons, audio-visual clips,Java programs or other types ofworks commonly placed on Websites).
A copyrights main function is toprotect the creative effort of theowner of a hand-made itemespecially if it is a source of
livelihood/income. In other words,to protect the owner of copyrightedmaterial from any potential damageto revenue prospects caused byunauthorized use of that material isthus of great relevance tocommercial websites. Copyrightmaybe registered but it existsautomatically upon creation without
registration.
Avoiding copyright infringementIncase a contractor is hired to
develop the website, the Companymust have a written agreement inorder to transfer the ownership ofcopyright (which will enable thecontrol of future website designs andamendments). Without such an
agreement the developer of thewebsite will remain the owner of thecopyright. Thus it is necessary to:
Obtain licenses from third partyconsultants to use copyrightmaterial that they have created to
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place on the website and complywith any terms of use attached tothe material
Display the copy-right symbol along with name of author andyear of creation (for example,2ndmarriage.com). This can beuseful as evidence of when thework was created. It also putsothers on notice that ownershipof copyright in the work is beingasserted.
Set out in the general terms andconditions, a statement, thatusers of the site obtainpermission before copying,downloading or altering materialfrom the website.
TECHNOLOGYSOFTWAREThe website itself will be designed using
specific computer languages which are
used for web-based applications. Some of
the popular languages that are being used
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today are php, jsp, c#, etc. These languages
do not need any licensing.
A data base program will run in the backend
to save all the profiles and make it easier for
the programmer to manage the data. MySQL
is a free data base management system that
has proven itself in many large websites
around the world.
HARDWAREAt least three Intel centrino based personal
computers will be used to update the
website. The website will be hosted on an
external hosting service such as Microsoft.
Hosting it on an external server cuts costs
of purchasing and maintaining your own
server, and in a country like India where
power cuts are a common occurrence
setting up your own server does not make
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sense unless you have very advanced
power backup systems, which further add
to costs.
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CYBERCRIME
Overview
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As with an investigation of any crime, acomputer crimeinvestigator must assess the amount ofdamage, identifysystems which may have beencompromised and analyze what crimes mayhave been committed. As with anyinvestigation, various leads may appear,and care must be given not to jump to cometo premature conclusions.
Techniques which are followedDifferent investigative techniques will beused if an insider or outsider committed the
crime. They will consider factors such ashow the criminal gained access, whetherthe act is malicious or accidental, andtechniques that were used that may beunusual or highly technical. As theinvestigation progresses, the designatedinternal security manager will need to keepcompany management informed as toproposed steps and progress of theinvestigation.
Methods of InvestigationsInitial assessment following computerbreach consists of a careful examinationand inventory of all potentially affectedsystems. An important first step isdetermining if a perpetrator still has controlof the any relevant computer. If they are stilllogged on, an important decision is to
decide whether to terminate the user;leaving the intruder on the system mayprovide a better opportunity of profiling andultimately identifying and apprehending theattacker. If on the other hand theinvestigator decides to lock the user outand disconnect the system from the
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network they can often limit the damage towhat the malicious user has alreadyaccomplished. To complicate mattersfurther, advanced hacker techniques suchas 'logic bombs' can automatically erase'tracks' when the connection is terminated;those tracks can include data up to andincluding all data on the computer. Whilethis risk may not be high, it does exist, andillustrates the difficult choices faced bythose working in a security breachcircumstance.
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Conclusio
nSecondmarriage.com is not only a good
business idea, but it also fulfils the needs
for a segment of our society that has been
neglected for a long time. We at
secondmarriage.com have presented this
long document about the business viability
of this project. This website is much more
than a money making Endeavour, its about
giving more opportunities to people in our
target segment to continue living the life
that they had always dreamt of. We all make
mistakes in our younger years, more
importantly in our society sometimes we
are made to make choices under family
pressure; this website gives a second
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chance to everyone who has gone through
such an experience.
The counseling sessions are a unique
feature that we will offer to treat the
thousands of people suffering from
depression caused by separation. Cases
with severe depression sometimes lead to
suicide, but we hope that through this site
we can prevent cases like these and
hopefully help them start afresh in this long
an exciting journey of life
I AYUSHI JALAN, Chairman of
WWW.SECONDMARRIAGE.COM hereby
undertake to comply with the following in
connection with my our application for
starting establishment intake capacity of
seats of SECONDMARRIAGE.COM
That the WEBSITE shall operate only from
the approved location, and that the outlets
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shall not open any other location which is
under any restriction under govt.
That the charges shall be changed as
prescribed by the Competent Authority
within the overall criteria prescribed the
Council from time to time. No capitation fee
shall be charged from the people in any
form.
That the accounts of the Institution shall
audited annually by a certified Chartered
Accountant and shall be open for
inspection by the Council or any body or
person authorized by it.
That the website shall strictly follow further
conditions as may be specified by the
Council from time to time.
AYUSHI JALAN
(Name of the authorized personGiving undertaking along with
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