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RULWILKAN GLOBAL GROUPS PROPOSAL

RULWILKAN AGRIMARKETING AGENCY

Rulwilkan Agrimarketing Agency of the RULWILKAN GROUPS is an agric marketing agency venture that intends to bridge the food gap between the southern and the northern sectors in Ghana. It therefore has the mission of creating a platform for farmers and consumers to sell and buy farm products (consumables and cash crops) at good and reasonable prices for their products.

Kangbenge Mwenlanaa Rudolph 4/20/2006

Confidentiality Agreement
The undersigned reader acknowledges that the information provided by Rulwilkan Global Groups in this business plan is confidential; therefore, reader agrees not to disclose it without the express written permission of President of the Groups. It is acknowledged by reader that information to be furnished in this business plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader may cause serious harm or damage to successful launch of Internet Community. Upon request, this document is to be immediately returned to Rulwilkan Global Groups Signature___________________ Name: ___________________ Date: This is a business plan. It does not imply an offering of securities.

RULWILKAN GLOBAL GROUPS


(Kangbenge Mwenlanaa Rudolph)
Ruwilkan Agrimarketing Agency (RAA) FRANQUI FILLING STATION, AFTER SSNIT FLATS POST OFFICE BOX 770 WA UPPER WEST REGION TEL: +233 (39)2021221 CELL: +233 (20)5880000 E-Mail: rulwilkangroups@hotmail.com

1.0 INTRODUCTION Rulwilkan agrimarketing agency of the RULWILKAN GROUPS is an agric marketing agency venture that intends to bridge the food gap between the southern and the northern sectors in Ghana. It therefore has the mission of creating a platform for farmers and consumers to sell and buy farm products (consumables and cash crops) at good and reasonable prices for their products. Our objective is to use any strategy and opportunity necessary and available to outsource funds and other necessities to enable us buy as many quantities of farm product both livestock & food stuff as possible during their access seasons and store them to be sold to area that lack such products or when the said product is in its peak seasons at a reasonable profits. Products like maize, yam, plantain and sea foods with likes of fish and crab would bought from the southern parts of Ghana and sold in the northern sector, whilst cashew, cowpea, groundnut and livestock like goat, sheep and cattle would transferred from the north to south at suitable prices.

2.0 THE COMPANY SUMMARY Rulwilkan agrimarketing agency is a family-owned and operated agribusiness that focuses on the assembling of healthy and quality foodstuff and livestock from all over the country and sending it to where it is needed and lacked. By serving a niche segment of the Markey that is worth almost 100 billion, we will position Rulwilkan agrimarketing agency as a high-quality, innovative company, that will creates value for its customers. Rulwilkan agrimarketing agency with a mission of being the leader in introducing innovative, quality marketing services to the market at the lowest bearable cost will enable it to attain its set goals. Through close customer contact and excellent relationships, we will meet or even exceed the expectations of our customers wherever we can. 2.1Company Ownership Rulwilkan agrimarketing agency is a privately-held Family venture. Rulwilkan agrimarketing agency is owned by three of its key employees, and one financial investor. The ownership breakdown is as follows: 1. Mwenlanaa Kangbenge- 60% 2. Unknown*- 10% 3. Unknown*- 10% 4. Unknown- 20%

2.2 Company location 5

Rulwilkan agrimarketing agency, is a privately held RULWILKAN GROUP venture and will maintains its offices and a small warehouse in a mixed-use area in the Northern part of Ghana, preferably Wa in the Upper West Region. The location was chosen because its suitability in reducing costs of labour, land and other major inputs needed for the set up. The initiator of the venture has full operational responsibility. Mwenlanaa Kangbenge has both entrepreneurial and industry experience in agribusiness. He will be supported by Osei Waredu Emmanuel, John Quashigah and Edem Wornoo brings the sales, purchasing, and operational management and financial skills to the operation.

3.0 OBJECTIVES 6

Rulwilkan agrimarketing agency objectives in our first year of operation are: 1. Distribute over 50,000 tonnes of farm products. 2. Directly place deals and render services to over 2000 individual households and families. 3. Achieve 125,000 in sales in our products and services in the third quarter of operations. For the following two years our growth objectives are: 1. Grow our transportation and warehousing machines and equipments business by 20% each year. 2. Grow revenues by 25% in our directly operated product and service areas.

4.0 MISSION 7

Rulwilkan agrimarketing agency mission is to be the leader in introducing innovative, quality agency services to the agricultural market. Through close customer contact and excellent relationships, we will meet the needs of our customers wherever we can. Rulwilkan agrimarketing agency will secure sufficient profits from free cash flow from operations, to sustain its stability and finance future growth. We will add value to our community by maintaining a friendly, familial working environment.

5.0 KEYS TO SUCCESS As a start-up company, new to the industry, and introducing new products, we must be focused and work hard to create acceptance for ourselves and our products and or services within the marketplace. The keys to our success are: 1. Quality support and service, recognizing that Rulwilkan Warehouse success depends most critically on the relationships it's able to create. 2. Innovative, quality products that are able to both expand existing markets and create new ones for our customers. 3. Steady, disciplined pattern of growth. 4. consistent generation of customers database and keeping them happy

6.0 START-UP SUMMARY Our start-up costs listed below will be financed by expected funds from the owners, investors and borrowings from other sources of the venture. ITEM AMOUNT
Cash Purchases Professional Fees Insurance Rent Travel Telephone Postage Office Equipment/Supplies Marketing/Advertising Freight Others Total Start-up Expenses Investment Investor 1 Investor 2 Funding Loans Total Investment

000 38,000 2,000 1,000 1,500 4,000 700 50 0 5,000 8,000 750 61,000 10,000 10,000 17,000 30,000 67,000

7.0 PRODUCT ANALYSIS


7.1 PRODUCT

Rulwilkan agrimarketing agency will be providing services such as assembling, sorting, packing, storing, preservation, transporting, distribution and pricing to its target market segments. It will assemble a variety of healthy and quality products that serve the needs of special segments of the market. These services are all aim to save the farmer the troubles they go through during harvest and post harvest and also give them new hope of their

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profession, whilst helping the average Ghanaian worker to re-channel their resources to other requirements of their families, we will be making a little above normal profits. 7.2 Product Description Rulwilkan agrimarketing agency will have two product lines, each for the various markets it serves depending on what it lacks and demands. Our food stuff products line will include quality & well packaged farm outputs that would be transported in an exclusive condition. Our Fresh and healthy livestock will checked and treated of all ailments before making supplies. In addition, after sales services like dressing livestock or transporting products from the point of sale to the customers destination will ensure customer loyalty. Most of our products/services, such as Express supplies strategy are innovative machines that have functions and advantages not found in today's common agricultural warehousing and retailing business, thus providing Rulwilkan agrimarketing agency a competitive advantage over more established competitors. We plan to aggressively enhance our existing line in the future. Our immediate plans are to include a larger model of processing and packaging that will offer a greater variety of sizes, and a more diverse product line, such as picnic, family and individual sizes. Other products are in the exploratory phase. We will also pursuing supplier relationships with large nationally branded corporate bodies, farmers and manufacturers, to customize our product to their products satisfaction. This would enable RULWILKAN AGRIMARKETING AGENCY to supply farm products to national companies, institutions and schools indirectly. 7.3 Future Products To enhance our existing line, we are looking at larger farming bodies that will offer a greater variety and quantities of farm products, and a more diverse product line and cash crops. 11

We are also pursuing supplier relationships with large scale farmers and consumers, to customize our products meet to their products specification. This would enable to attain its targets. As we increase our presence in the agribusiness, we will continuously search out products to expand our existing line. A key component of this will be the feedback from our customer base

8.0 MARKET ANALYSIS SUMMARY A three year visibility study conducted by us in which we divided the country into two sectors or markets-northern and southern portrays the following. The said study depicts the lack or shortage of various farm products in either sector whilst abundant or relatively cheap in the other. It was realized that both producer and consumer of such farm products out frustrations opt for substitutes that do not rightly satisfy their desires. Thus, with the recent government support and promotion of the agricultural sector which made the sector very lucrative, we intend mobilize all the available resources to arrest these worthwhile opportunities to create a reliable mode that would ensure equitable distribution of the above

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mentioned products, thereby giving satisfactory value of farm products to both farmers and their customers. 8.1 Market Segmentation Rulwilkan agrimarketing agency will market its reallocating/distribution services to these distinct market segments: End Users- individuals and households who patronize these farm products for direct consumption. This segment buys such food items in small quantities but can be motivated to buy more with discount and installment packages. They take up to 32.9% of the target market that needs our services urgently. Distributors- they include market women and other businesses/Companies that operate with or supply such products to others. This segment which might pose as a threat will be converted into a strength with our marketing tactics and relatively lowest cost of operations. By working closely with these companies/groups, we will supply our services to meet their specifications and to allow them to sell our supplies at a profit margin. They will either be supplied on contract bases or on credit terms payable on monthly stipulations. Processing Firms they include hotels restaurants, and other firms who would be buying from us as a raw material to process them into other food items that benefit End users in a different perspective. 8.2 Financial Considerations The Company is expecting an initial start-up cost of approximately 25,000 of which 15,000 will come from a three year SBA loan. Short-term borrowing from relations will provide us with an additional5,000 and the rest will be provided by investment capital. We project our monthly break-even to be roughly 56,000 or 1,700 tonnes. The attractiveness of our innovative marketing strategies, penetration pricing coupled with comparatively consistent low cost of operations will provide us with a sales level far above 13

this break-even point. We expect to generate 50,000 of net profit on 86 000 of sales in the first year. The following Market Analysis table is broken down by general market segments, versus the specifics listed above. 8.3 Market Analysis

Potential Customers Household & Families Retailers (market women) Hotels & Restaurants Branded institutions TOTAL

Growth (%)

2007

2008

2009

28 19 40 32 27

540 370 220 52 1182

691 440 308 69 1508

885 524 431 91 1931

8.4 Target Market Segment Strategy Rulwilkan agrimarketing agency's initial strategy is to offer all of our products to all segments of the market. We will focus on the end user, processing entities and the distributor initially, as the strategy to secure accounts with the nationally branded companies and educational bodies will take some time to realize. We will reach our target market in one of three ways. First, we have begun a small advertising scheme in various media houses highlighting the many features and benefits of our products and services. Finally, we will pursue personalized relationships with contacts developed at various markets and with regional companies in the country. For consumable product sales, we will focus on end users, restaurants and hotels in the Southern regions specifically Sunyani, Kumasi, and Koforidua. As we gain market share in these markets we will expand geographically Accra and if possibly, abroad. 14

8.4 Market Needs The principle market need we will be addressing will be cost and revenue. All of our product and services will act to expand or benefit existing businesses and lives for customers, and in many cases will create new markets entirely. For the customer that is already retailing farm products, a high risk less business will be guaranteed to enable this customer to expand his or her sales without cannibalizing existing sales. By creating a new untapped service market, the customer will be able to expand revenue streams beyond their existing accounts. Another important need we will fill with our multi-line products and services will be price. As we will be competing with existing supplies already in the market, we will price our products to be highly competitive in order to attract clients. 8.5 Market Trend Growth rates in both the farming industry and the hotel and restaurant industry remain strong. This growth is fueled by the changes in the workplace and workforce that are causing workers to buy in bulk to save money and time. Also, many of the youth in Ghana are motivated to go into agriculture. As more and more consumers are conscious of what they eat or buy as food, the demand for higher quality is also growing. Sellers are now offering a full line of well packaged and frozen food stuff transported in the right conditions to their final destination. Margins will increase as premium prices are being placed on healthy, high-quality products. Demographic trends are affecting the industry. A large group of young adults and groups, who mainly induced into agriculture by the government, commercial bodies and other NGO, have emerged as an economic force. This group's perceptions on farming, technology, and distribution, will have a positive impact in the agricultural business. Furthermore, overall population growth rates, and immigration trends particularly, will also have a tremendous economic impact on the agricultural industry. Much of the growth in

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both of these areas will be in the north, where Rulwilkan agrimarketing agency's is poised to capitalize on these trends. 8.6 Distribution Patterns Distribution in the agric industry typically runs through a distributor. These distributors will carry our products for sale in a defined geographic region. In some instances, manufacturers sell direct to retailer or end users. Another form of distribution is to be a supplier to a nationally branded company. Similar distribution patterns are established in the food & beverage industry. 8.7 Competition Buying Patterns Both the livestock & food stuff and marketing industries are highly competitive. Price, quality, Return on Investment (ROI), reliability, and customer service, satisfaction & relation are the factors most effecting a buying decision. There are many large name brand companies with agribusinesses in the market. We will focus on creating a niche market for our innovative services and quality products and low prices, to compete with larger more recognizable names. By being first to offer such services to the market, we will have a unique opportunity to brand ourselves and our products. Buying patterns from our projections will be fairly consistent across the year.

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9.0 STRATEGY AND IMPLEMENTATION SUMMARY Rulwilkan agrimarketing agency will achieve its sales targets through a combination of relationship building and aggressive pricing. Our initial targets will be households, medium-sized retailers and distributors who have the capital to invest in our farm product. We will continue to participate in the industry if the venture is lucrative and even expand our advertising budget when the funds become available. Concurrent with this strategy, we will establish relationships with larger companies and other entities to become a supplier of choice. 9.1 Value Proposition Rulwilkan agrimarketing agency customers will derive immediate and lasting value from our products. Our product line, as shown earlier, will both expand existing markets and create new ones. The ROI exceeds the industry norm of 12-18 months. The healthy nature

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of the products, as well as the attractiveness, quality and distinctive package designs, will work to satisfy potential customers and to attract new ones. 9.2 Competitive Edge Rulwilkan agrimarketing agency will enjoy the traditional benefits of distinctiveness for being first organized venture in the southern market to offer such products and services. We will attempt to leverage this position to establish and solidify our brand name in the market. As a small company looking to establish itself, we will be attentive and flexible in meeting our customer's demands. For our other products in the northern market, we have design features that will make us very competitive. In addition to these design features, we will also be competing on price-a strategy that can easily be used to penetrate the northern market.

9.3 Marketing Strategies Our marketing strategy will emphasize the strengths of both our company and our products. We will position ourselves as an aggressive, innovative company that supplies the market with new, high-quality products. We will position ourselves in trade shows, radio announcements and adverts, to reinforce this marketing strategy. Our brochures, letterhead, and business correspondence will further reinforce these concepts. We also recognize that it costs six times more to attract a customer than to retain one. To that end, we will operate under the principle that our best marketing is an exceedingly satisfied customer and their word of mouth. While the industries we operate in are large, reputations play an important part. 9.3.1 Pricing Strategy

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Rulwilkan agrimarketing agency will pursue two distinct pricing strategies. For our southern markets, we will price these products at the higher end of the market. For the northern market, we will compete aggressively in our pricing strategies in order to attract and retain new customers. Below is a table outlining the pricing strategy of Rulwilkan agrimarketing agency;

Display of products and expected prices PRODUCT Cashew Maize Groundnut paste Goat/Sheep Guinea fowl COST() 600,000 per bag 140,000 per bag 70,000 per container 400,000 - 1,000,000 50,000

9.3.2 Promotion Strategy Rulwilkan agrimarketing agency will participate each year in two MOFA sponsored programmes-Farmers Day & Agric shows. We will also attend a number of local and regional trade shows and distributor open houses to promote our product lines. During the year we will expand our advertising budget to allow us greater and higher quality exposure on the trade publications. We are also having future plans to be positioned on the Internet at www.Rulwilkanagrimart.com to allow our company greater exposure and easy communication with our customers world wide. 9.3.3 Distribution Strategy Rulwilkan agrimarketing agency will pursue distribution agreements with large regional and national distributors. Until these agreements are in place, we will sell directly to the retailers and household. We will also be pursuing relationships with nationally-branded companies, institution, bodies and societies to supply them with products and or services. 19

9.4 Marketing Program Rulwilkan agrimarketing agencys most important marketing program is our participation at the MOFA programmes. We will be able to introduce our products and services to important and large groups of farmers, end users, retailers and distributors. We will follow up with the contacts through a personal contact campaign and follow-up phone calls. We will measure how many of these contacts we are able to turn into accounts, and track the volume of each of these accounts. Another key component of our marketing plan is the relationships we will able to build within our local marketplace. Everyone who will be involved will spends time each day developing and cultivating relationships with local farmers and sellers to see how their activities can yield mutual benefits. We will measure our success in two ways. First, we will track the number of contacts that we turned into reliable customers and the volume of their business. Secondly, we will track these contacts into the number of products we will be able to place into the marketplace and the volume that each location is able to produce. Rulwilkan agrimarketing agency will also expand its advertising budget, participate in regional and local shows and seek out innovative creative ways in which to market our company. 9.5 Sales Strategy We will identify large- and medium-sized regional and national retailers, distributors, and producers as our primary targets. We will focus our efforts on the key decision makers at each company. We will also look to our customers as important sources of industry information and create new leads from them. 9.6 Strategic Alliances A leading objective of Rulwilkan agrimarketing agency is the development of key strategic alliances. We will pursue alliances with already existing farmers, agricultural financial 20

institution branded large scale institutions such as hotels, restaurants and others to create a greater market potential for farm products. We will also seek out strategic alliances with national media houses to increase the market potential and publicity for our venture and its products. Rulwilkan agrimarketing agency views the relationship between us and our distributors and retailers as a strategic alliance. We will work closely with each distributor to co-market and promote our products and will work, wherever possible, in partnership to achieve desired market penetration.

10.0 MANAGEMENT SUMMARY Rulwilkan agrimarketing agency is a small, family-owned and operated business. The work is organized by function, and the business is carried out in a logical and organized structure. The work environment is characterized by hard work, respect, and a familial structure. 10.1 Organizational Structure Rulwilkan agrimarketing agency is organized around three functional areas: 1. Sales and marketing. 2. Finance and administration. 3. Route development and service. 4. procurement & purchasing Organi Chart

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President/Chief Executive Officer

Sales & marketing

Finance & Administration

Route Dev. & service

Procurement & purchasing

10.2 Management Team Mwenlanaa Kangbenge- Founder of Rulwilkan agrimarketing agency. He brings a diverse background which includes sales, marketing, and promotion in the agric industry in Ghana. Additionally, he has experience in promotions and productions through his work at TV and radio program in Wa. He is a graduate of the Sunyani Polytechnic. Single, 22 years old. Cosby George -Utilizing his diplomat in Sunyani has spent time in both public and private enterprises. He has vast entrepreneurial experience, having worked with various restaurants, hotels, and distribution companies in Sunyani and in Kumasi. Single, 26 years old. Osei Weradu Emmanuel - Emmanuel has spent the last four years in the hospital management business. With a Diplomat from Sunyani Polytechnic, he has experience in financial and operational management. Additionally, he has had experience in marketing, contract negotiations, and distribution. Single, 24 years old. John Quashigah-the sale guru who will bring his sales tactics and language dynamism to the venture. He is well vest in the geographical setup of our major markets. A graduate of sunyani polytechnic and has been very resourceful in the development of this ideology. He is 27 years old and not married. 10.3 Management Team Gap 22

There are some important gaps as follows: 1. Limited Agricultural industry experience. 2. Technical support and marketing intelligence logistics needs to be developed. 3. legal services are also much needed 4. lack of procurement & purchasing staff As we grow and generate additional business, we will look to bring on technical staff to provide us the support and service capabilities that we will provide to our customers. We will also look to bring on a sales team and we will focus on bringing in knowledgeable, experienced industry hands. 10.4 Personnel Plan Rulwilkan agrimarketing agency will begin with only two employees, Mwenlanaa and John Q. Rulwilkan agrimarketing agency will contract with most of the staff on commission bases as some of them will not usually be needed after each product badge. Compensations for these staffs will be low at the beginning, and we will look to have a 15% and a 20% increase in the following two years. If revenue allows, we will add technical staff, sales staff, and an office administrator to handle the increased volume of work in future. Personnel Plan Employee President/Chief Executive Officer Sales officer/ Route Dev. &service Financial/administration staff Procurement & 23 0 0 24,000 5,000 12,000 12,000 18,000 24,000 36,000 2007 2008 2009

purchasing officer

24,000

11.0 FINANCIAL PLAN Rulwilkan agrimarketing agency will meet its future needs for capital through the free cash flow generated from its operations. This will require us to be disciplined, tempered, and prudent in our operations and our growth. 65% of the annual profits will usually be plough back into the expansions of operations of the business. 11.1 Important Assumptions The financial plan depends on important financial assumptions outlined as follows. Key underlying assumptions are as follows: 1. Projected industry growth trends will continue as they have for the past three years in the visibility study conducted. 2. Inflation will remain in a single digit for the next two years. 3. We will access the capital we need to meet our cash needs for the first six months. 11.2 Key Financial Indicators 1. Free cash flow to finance our growth. 2. Gross margins will be an important gauge on our profitability. 3. The exchange rates between the Ghanaian cedi and the Euro & Dollar, which is tied to the Ghana Stock Market, will be stable. 24

11.3 Breakeven Analysis The above analysis all indicates our break-even unit volume measures in the third quarter of our operations. An important element will be the product mix that went into the unit sales. We believe that we have outlined a conservative sales forecast that we should be able to achieve by year-end. The start-up months will be the most difficult as we attempt to break into the market, but after a three to four month successful product testing period, we should see tremendous sales, easily reaching our year-end targets.

11.4 Projected Profit And Loss Rulwilkan agrimarketing agency is projected to make over 50million profit on every 86 million of invested. The following table indicates how we will achieve this performance DETAILS SALES Direct costs 2007 (million) 450 of 260 2 23 4 10% 0 20 0 1 0 0 xxx xxx 5% 15% xxx 2008 (million) 500 300 2 32 6 10% 150 20 0 1 0 0 xxx xxx 5% 15% xxx 2009 (million) 700 390 2 80 7 10% 200 20 2 1 0 0 xxx xxx 5% 15% xxx

goods/services Expenses Payroll Sales & marketing Commissions Loan repayment Freight /Transport Office supplies Communications Insurance rent Total operating expenses Profit bef. Interest & tax Interest exp. Tax incurred Net profit

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