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Third Life Foundation

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THIRD LIFE FOUNDATION

BUSINESS PLAN

2011

Preliminary Details

Document Control

Title: Business Plan
Version: One
Date: As at 05 May 2011
Author: Ankit Sethi
Reference: Social Enterprise- Business Plan

Contacts : Third Life Foundation

Mumbai

P: +44 07580 421 050

Email: info@thirdlifefoundation.com

Professional Advisors : Mr Chris MahonGlossary

GLOSSARY/DEFINITIONS

TLF : Third Life Foundation

Hijra - a socio-cultural construct in which a transgender person who is biologically male takes on the gender role of a female. Hijras in India have their own form of social organization and form a parallel society.[1]

Transgender - someone who is anatomically born in a certain sex, but is more comfortable with the gender/sexual identity of a different gender, and chooses to go in for a sex reassignment surgery or hormonal treatment.1

Sexuality minorities - people discriminated against due to their sexual identity/orientation or gender identity. This includes gays, lesbians, bisexuals, hijras, kotis, transgenders, etc.1

Contents

Executive Summary

Current Situation

• Basic Company Information

o Mission

o Company Values

o Organisational Structure

o Products and Services

o Core Competencies

External Environment

❖ Context

❖ The Economy

❖ Needs Analysis

❖ Market Analysis

❖ Competitor Analysis

❖ Competitive Advantages

Strategy and Plans

❖ Objectives

❖ Business Strategy

❖ Marketing Plan

Executive Summary

This report describes the operation and mission of “Third Life Foundation” , a social enterprise established in Mumbai (India). The enterprise was set up with a mission to improve the lives of the Third gender population referred to as ‘Hijras’, by empowering them with education and respectful means of livelihood.

CURRENT SITUATION

Basic Company Information : Headquarters/Date of Establishment/Founders

Mission:

Third Life Foundation’s Mission is to empower the individuals who constitute the Third Gender Society through education and self employment promoting a life of dignity and equality.

Company Values :

Organizational Structure:

Products and Services:

The organization aims to produce a variety of Indian Handicraft Products. The product portfolio includes [2]:

❖ Table Accessories such as table napkins, mats and coasters

❖ Office Accessories such as mouse pads, pen holders, files and paper envelopes

❖ Bags : Handmade paper bags, wallets and lady purse

❖ Scarf and Stoles

❖ Souvenirs and Showpieces such as wall decoration, paintings, embroidered towels and handkerchiefs

The organization is involved in the following services :

❖ Training and Development Facilities : Impart free vocational training to the third gender population in the TLF training centre for making different handicraft products.

Core Competencies

EXTERNAL ENVIRONMENT

CONTEXT

The life of a eunuch is by and large very tragic and depressing in India. There are estimated 700,000 ‘hijras’ living in the slums in Mumbai alone at the fringes of the society (ABC Australia, 2007). They constitute a historic yet often ignored section of the society with references in historical Indian scripts like the Vedas, Manusmriti and Kama sutra(Reddy, 2005). The Hijra community in India have been facing a wide range of socio-economic problems.

VALUE PROPOSITION

TLF is driven by the mission of helping the third gender population in India lead an improved and honourable life. The value proposition that the foundation will create includes social, financial and environmental values. Thus it strives to achieve a triple bottom line.

The foundation, through its dedicated centre of training, will involve qualified artisans and craftsmen from the handicraft industry in the necessary training of the third gender population. Once the comprehensive training in handicraft is obtained, the student would be provided with the necessary materials and resources to make handicraft products. The product once made, would be bought by the Third Life Foundation at a fair price including a profit share of 30% of the surplus to the ‘Hijra’ community, thereby providing a platform of self employment. In addition to providing a stable means of income, the foundation creates value by building respect and acceptability of the Third Gender community at a national level through active awareness and campaigns. The handicraft products are then sold to organizations as corporate gifts, thereby creating further value through promotion of the Indian cottage industry by contributing to the increase in the national GDP. Positive social value in the ‘Hijra’ community can be seen by a reduction in beggary and prostitution. Most of the handmade products used are eco friendly and recyclable, creating a positive environmental value for the foundation. A strong emphasis is made with regards to the adherence to ecological and environmental friendly processes within the foundation.

STRATEGY AND PLANS

Objectives and Goals:

The objectives and goals that the organization is driven by are the following:

❖ The foundation aims to enable 1% of the total third gender population by the end of 5 years through specialized training

❖ The foundation aims to be a centre of development and excellence for the third gender in India

❖ The foundation aspires to promote the Indian Handicraft sector in the domestic and International Market.

FUTURE PLANS FOR THE THIRD LIFE FOUNDATION

After successfully implementing the business model and strategy for the training of the third gender community, the third life foundation would incorporate future plans for development and growth. The foundation will leverage from the success in the corporate gifting industry, to promote the handicraft products made by the third gender community at a global level through participating in international trade fair and conventions. This would give the foundation additional channels for revenues as well as provide additional income for the third gender community. The foundation aims to take part in trade fairs and exhibitions such as the International Handicraft Fair (Italy) and the International Handicraft Exhibition (Portugal), to build connections with international buyers. The eventual plan is to start a separate export division in the foundation catering to the worldwide export market.

The foundation, in its future plans, also includes the development of a dedicated primary and secondary school, for the third gender population, as it is driven by the objective of becoming a centre of learning and excellence for the third gender community. Thus by providing primary and secondary level education, the foundation aims to make the third gender population well educated and more employable.

The foundation aims to launch nationwide campaigns to create awareness about the plight of the third gender population. Through the campaign, the foundation aspires to make the public a little more compassionate and kinder to the third gender.

REFERENCES

REPORTS

Baxi,U. (2003), “Human Rights Violations against the Transgender Community”, Report by Peoples’ Union for Civil Liberties, Karnataka (PUCL-K). http://ai.eecs.umich.edu/people/conway/TS/PUCL/PUCL%20Report.html VIDEOS

(2007), “A Eunuch's Life – India” , ABC Australia, Journeyman Pictures Production, Accessed on : 29/04/2011

BOOKS

Reddy, G. (2005), “ Colonialism and Criminal Castes With Respect to Sex: Negotiating Hijra Identity in South India”, Published by University of Chicago Press, Page 26.

Appendix

Appendix 1

THIRD LIFE FOUNDATION PRODUCT PORTFOLIO

[pic]

-----------------------
[1] As mentioned in PUCL – K (2003)
[2] Please refer to the Appendix for images of the Product.

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