EXECUTIVE SUMMARY
A direct marketing company is characterized by creative strategies and ideas with an efficient execution in a given period of time. The services domain of company would be:
• Brand Activation
• Event Management
• Direct Marketing Direct Marketing services company is proposed to be located at any of the densely populated cities like Karachi, Lahore, Peshawar, Rawalpindi, Multan, etc.  The company has a capacity of managing 100 events with an initial utilization of 64%. Total Cost Estimates is Rs. 2.17 million with fixed investment Rs. 1.17 million and working capital Rs. 0.99 million.
The most critical considerations or factors for success of the project are:
1. Client Relationship & Contract Negotiations
2. Service Costing & Delivery 
3. Market Research
CRITICAL FACTORS
Following principles are of critical importance in setting up/running a Direct Marketing services company. 
• Conceive the “Winning” Concept: A well-defined concept stands a much better chance of long term success than some vague notion. Set specific goals and decide on the framework to be used to measure the company’s success. 
• Service Costing & Delivery: The most important factor in direct marketing business is development of service portfolio and the corresponding cost. It involves designing a competitive service mix, selection of good quality human resources at competitive cost, so as to offer your targeted customers a good price/value relationship. 
• Market Research: Understanding of customers and knowing your client’s need are extremely important in designing a marketing proposal. The feed- back from customers to learn about their preferences and detailed meetings with product managers in obtaining best practices is of critical importance. 
• Consistency: Consistency of good quality service and out of the box ideas till executions can result in further exploring opportunities while strengthening image in the market place.  
INSTALLED AND OPERATIONAL CAPACITIES
A direct marketing company can give an ideal service mix keeping in mind the need of the brand. It is desirable to have a vast variety of services to capture a larger target audience but initially the entrepreneur needs to be careful in choosing the right service mix that has the greatest acceptability so that the business volumes generated are able to cover the initial setup costs and to achieve the desired profit margins. Once the company has a strong client base and achieves steady growth pattern, further services like fabrication/production can be added. The diagram below indicates the list of activities which are to be adopted under the service umbrella. The proposed company would have a capacity to of manage 100 events / year.
GEOGRAPHICIAL POTENTIAL FOR INVESTMENT
 Potential target market for the proposed setup is densely populated cities such as Karachi, Lahore, Peshawar, Quetta, Rawalpindi, Islamabad, Multan, etc. 
The recommended area for the proposed business setup should preferably be mid city and within the proximity of potential prospects. Nearby presence of target market and easy accessibility are the prerequisites for the success of the marketing company. Below are some factors to consider when deciding on a location:
• Anticipated operations: How will the location contribute to your operational activities?
• Accessibility to potential customers: Consider how easy it will be for customers to locate your office. 
• The rent-paying capacity of your business. If you have done a sales- and-profit projection for your first year of operation, you will know approximately how much revenue you can expect to generate, and you can use that information to decide how much rent you can afford to pay.
• Potential client density. With careful examination of markets, you can determine the approximate sales potential of market and the distribution of clients. Two factors are especially important in this analysis: total companies and the percentage of their direct marketing budget that is likely to patronize your service mix.