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CONFIDENTIAL  ·  INTERNAL REVIEW  ·  CEO BRIEFING
JAPAN ELECTRONICS

Business Performance
Review & Analysis

3-Year Strategic Overview  ·  Purchase, Sales, Retail & Online KPIs  ·  Forecasting 2025

Prepared byTayyab
RoleBusiness Analyst
Period2022 – Apr 2025
Outlets18 Across 5 Cities
Rawalpindi Islamabad Wah City Kamra City Gujranwala
Gul Noor  ·  Chandni Chowk  ·  PWD  ·  Blue Area & More Home & Kitchen Appliances  ·  Electronics
02

Executive Summary

3-Year Business Snapshot · 2022–2024 + YTD 2025

OVERVIEW
Total Revenue 2024
PKR 701.3M
▲ 22.0% Y2Y vs PKR 574.8M in 2023
103.1% of Target (PKR 680M)
🏪
Retail Revenue
PKR 421.5M
▲ 17.6% Y2Y
🌐
Online Revenue
PKR 279.8M
▲ 29.4% Y2Y
👥
Total Footfall
362,800
▲ 14.0% Y2Y
📈
Gross Margin
34.0%
▲ +2pp Y2Y
🔄
Online Conv.
4.4%
▼ Below 4.8% target
🚚
On-Time Delivery
88.9%
▼ Below 92% target
Revenue CAGR 2022–2024: 19.9%
Online share grew from 35.9% (2022) to 39.9% (2024)
2025 Full-Year Forecast: PKR 930.8M (+32.7% vs 2024)
03

Company Overview

Network · Presence · Product Portfolio

COMPANY
18
Total Outlets
5
Cities
3
Marketplaces
4
Categories
CityOutletsType2024 Revenue
Islamabad9RetailPKR 294.5M
Rawalpindi6MarketplacePKR 210.4M
Gujranwala1RetailPKR 105.2M
Wah City1RetailPKR 56.1M
Kamra City1RetailPKR 35.1M
Gul Noor — Rawalpindi
Chandni Chowk — Rawalpindi
PWD — Rawalpindi
🏠
Home Appliances
35% of Revenue
🍳
Kitchen Appliances
30% of Revenue
📱
Electronics
25% of Revenue
🔌
Small Appliances
10% of Revenue
Retail Stores
60.1%
Online Channels
39.9%
04

Purchase KPI

Procurement Performance · 2022–2025 YTD

PURCHASE
2024 Highlights
Total Purchase ValuePKR 448.2M
Total Orders21,141
Avg Order ValuePKR 21,200
Return Rate3.1%
Active Suppliers31
On-Time Delivery88.9%
Purchase Value Y2Y▲ 21.6%
Orders Y2Y▲ 13.6%
Avg Order Value Y2Y▲ 7.1%
Return Rate Y2Y▼ -0.7pp ✓
Monthly Purchase Value 2024 (PKR M)
2022
PKR 312.4M
2023
PKR 368.6M
2024
PKR 448.2M
2025 YTD
PKR 171.4M
05

Sales KPI

Revenue · Margin · Transactions · 2022–2025 YTD

SALES
2024 Revenue
PKR 701.3M
▲ 22.0% vs 2023
Gross Profit 2024
PKR 238.4M
Margin: 34.0%
Transactions 2024
71,271
▲ 13.1% vs 2023
Avg Transaction
PKR 9,840
▲ 7.9% vs 2023
Monthly Revenue Trend 2022 vs 2023 vs 2024 (PKR M)
Category Mix 2024
06

Retail KPI

Footfall · Conversion · Basket Size · Outlet Performance

RETAIL
👣
Footfall 2024
362,800
▲ 14.0% Y2Y
🎯
Conversion Rate
42.8%
▲ +2.6pp Y2Y
🛒
Avg Basket Size
PKR 9,120
▲ 8.3% Y2Y
📐
Sales / Sq.Ft
PKR 5,860
▲ 11.8% Y2Y
🔄
Stock Turnover
7.4x
▲ vs 6.8x (2023)
📉
Shrinkage Rate
1.4%
▼ -0.2pp ✓
Top 10 Outlet Performance 2024
OutletCityRevenueFootfallConv%
Blue Area FlagshipIslamabadPKR 68.4M42,80048.2%
Gul Noor MainRawalpindiPKR 52.6M38,40044.6%
Chandni Chowk ARawalpindiPKR 44.8M32,60042.8%
Islamabad F-10IslamabadPKR 41.2M28,40041.4%
Islamabad G-9IslamabadPKR 38.6M26,80040.8%
Gujranwala OutletGujranwalaPKR 36.4M24,60039.6%
Islamabad F-7IslamabadPKR 34.8M23,20039.2%
Chandni Chowk BRawalpindiPKR 32.4M22,40038.6%
Islamabad G-11IslamabadPKR 30.8M21,60038.2%
Wah City OutletWah CityPKR 28.6M20,40037.8%
Footfall Trend 2022–2024
07

Online KPI

E-Commerce · Marketplace · Digital Channels · 2022–2025 YTD

ONLINE
Online Revenue 2024
PKR 279.8M
▲ 29.4% Y2Y
Total Orders
31,240
▲ 18.0% Y2Y
Avg Order Value
PKR 8,960
▲ 9.8% Y2Y
Conversion Rate
4.4%
▼ Below 4.8% target
Website Visits
712,400
▲ 21.9% Y2Y
Return Rate
5.6%
▼ -0.6pp Y2Y ✓
Online Revenue Monthly 2024 (PKR M)
Channel Mix 2024
Website 50%
Daraz 30%
WhatsApp 15%
Instagram 5%
08

City & Outlet Analysis

Geographic Performance · Revenue Distribution · 2022–2024

GEOGRAPHY
City Revenue 2022 vs 2023 vs 2024 (PKR M)
#1
Islamabad
9 Outlets
PKR 294.5M
▲ 22.0%
#2
Rawalpindi
6 Outlets
PKR 210.4M
▲ 22.0%
#3
Gujranwala
1 Outlet
PKR 105.2M
▲ 22.0%
#4
Wah City
1 Outlet
PKR 56.1M
▲ 21.9%
#5
Kamra City
1 Outlet
PKR 35.1M
▲ 21.9%
💡 Gujranwala generates PKR 105.2M with just 1 outlet — highest revenue-per-outlet outside Islamabad. Strong expansion opportunity.
09

Year-over-Year Growth

Y2Y Performance Across All KPIs · 2022→2023→2024→2025 YTD

Y2Y
Revenue Y2Y Growth % by Channel
KPI Growth Summary
KPI2022→232023→242024→25 YTD
Total Revenue▲ 18.0%▲ 22.0%▲ 11.8%
Retail Revenue▲ 14.8%▲ 17.6%▲ 9.4%
Online Revenue▲ 23.7%▲ 29.4%▲ 16.2%
Footfall▲ 11.9%▲ 14.0%▲ 8.6%
Gross Margin▲ +2pp▲ +2pp▲ +2pp
Avg Basket Size▲ 7.4%▲ 8.3%▲ 5.7%
Purchase Value▲ 18.0%▲ 21.6%▲ 14.2%
Online Orders▲ 15.9%▲ 18.0%▲ 12.4%
3-Year CAGR (2022–2024)
Total Revenue19.9%
Retail16.2%
Online26.5%
10

Month-over-Month Analysis

M2M Revenue Growth · Seasonality · 2024 Deep Dive

M2M
M2M Revenue Growth % — 2024 (Total · Retail · Online)
Seasonal Patterns
🔥
Peak Season
Nov · Dec
Dec 2024: +32.9% M2M
Eid & Year-End surge
📈
Growth Months
Mar · May · Jun · Jul
Consistent +10–13% M2M
Summer demand cycle
📉
Dip Months
Apr · Aug · Sep
Post-Eid slowdown
Sep: -13.7% (lowest)
MonthTotalRetailOnline
Jun▲ 12.9%▲ 10.2%▲ 17.1%
Jul▲ 10.0%▲ 8.3%▲ 12.5%
Sep▼ -13.7%▼ -12.1%▼ -15.9%
Nov▲ 19.4%▲ 17.3%▲ 22.5%
Dec▲ 32.9%▲ 30.5%▲ 36.1%
11

2025 Revenue Forecast

3-Year CAGR + Seasonal Index · Full Year Projection

FORECAST
2025 Full Year Forecast
PKR 930.8M
▲ 32.7% vs 2024 Actual
2025 Annual Target
PKR 920.0M
Forecast: +1.2% above target
YTD Actual (Jan–Apr)
PKR 268.4M
▲ 11.8% vs 2024 YTD
Forecast Method
CAGR + Seasonal Index
3-Year Base · 19.9% CAGR
2025 Monthly: Actual (Jan–Apr) vs Forecast (May–Dec) with Confidence Band (PKR M)
12

KPI Scorecard & Recommendations

2024 Achievement vs Target · Strategic Actions for 2025

ACTION
2024 KPI Scorecard
KPIActualTargetAch%Status
Total RevenuePKR 701.3MPKR 680M103.1%●
Gross Margin34.0%33.0%103.0%●
Retail RevenuePKR 421.5MPKR 408M103.3%●
Online RevenuePKR 279.8MPKR 272M102.9%●
Footfall362,800350,000103.7%●
Stock Turnover7.4x7.0x105.7%●
Online Conversion4.4%4.8%91.7%●
On-Time Delivery88.9%92.0%96.6%●
Return Rate3.1%3.0%96.7%●
Strategic Recommendations 2025
HIGH
Boost Online Conversion Rate
Cart abandonment recovery + mobile UX + WhatsApp checkout
Impact: +PKR 18–22M · Q2–Q3 2025
HIGH
Expand Gujranwala & Wah City
Both cities show 22%+ growth with single outlets — add 1 each
Impact: +PKR 35–45M · Q3 2025
MED
Improve On-Time Delivery to 92%
Renegotiate SLAs with top 5 suppliers, add backup vendors
Impact: Reduce stockouts 30% · Q2 2025
MED
Scale Daraz & Instagram Channels
+40% SKU listings on Daraz, run Instagram shoppable campaigns
Impact: +PKR 25–30M online · Q2–Q3 2025
LOW
Launch Loyalty Program
Points-based system to increase repeat purchase rate
Impact: +8–12% repeat customers · Q4 2025