Beruflich Dokumente
Kultur Dokumente
Laura Bergman
BUSINESS PLAN December 8th, 2009
Table of contents
EXECUTIVE SUMMARY……………………………………………..……………………………………………………….
MISSION…………………………………………………………………………………………………………………………....3
PRODUCT DESCRIPTION…………………………………………………………………………………..…………….……...3
OBJECTIVES………………………………………………………………………………………………………………………..3
SWOT ANALYSIS……………………………………………………………………………………………….……….……4‐5
TYPE OF BUSINESS………………………………………………………………………………………………………………5
BUSINESS ENVIRONMENT……………………………………………………………………………………….……..…
INDUSTRY OVERVIEW……………………………………………………………………………………………………….5‐6
POSITION IN INDUSTRY……….……………………………………………………………………………………………..…6
MARKETING PLAN……………………………………………………………………………………………………….……
MARKET ANALYSIS…………………………………………………………………………………………………..………….7
PRICING STRATEGY………………………………….…………………………………………………………...…………..…7
ADVERTISING PLAN……………………………………………………………………………………….…………………7‐9
DISTRIBUTION PLAN……………………………………………………………………………………………………………9
FINANCIAL PLAN………………………………………………………………………………………………………………
CAPITAL COSTS………………………………………………………………………………………………………….……….9
OPERATING COSTS……………………………………………………………………………………………………………....9
CHARITY DESCRIPTION………...…………………………………………………………………………………………….11
APPENDIX C (LOGO)……………………………………………………………………………………………….….…18
Executive Summary
Mission
Our mission is to profitably engage in trading activities including but not limited to Imports and
exports.
Product Description
Imports:
1. Milk Powder
2. Palm Oil
3. Rice 100 pct broken
4. Soya oil
Exports:
1. Sesame seeds
2. Groundnut seeds
3. Cashew Nuts
Objectives
The assurance to achieve the objective of profit maximization is the key focus of our private
corporation. To achieve this goal we will trade into agricultural and non agricultural products. We
will create a niche in the market by providing high quality produce at competitive prices.
To achieve our objective, we will always keep our operational costs low and enter the up country
markets which shall enjoy better prices because of elimination of one level i.e. the wholesellers at
Dakar.
We will also try and sell our goods on cash, ensuring no bad debt and low interest cost. The benefits
of this can be passed on to the customers.
The Team
Mr. Vinod
Mr.Ousmane Traoure
SWOT analysis
Strengths:
5
Weaknesses:
Opportunity:
Threats:
Type of business
We will be a SUARL where Ms. Bhavna Goel is the sole shareholder with 100 percent share
holding. The entity shall work in all activity
Business Environment
Industry overview
Our market consists of diverse groups of the ECS community and appeals to each one for
different reasons. Firstly, we appeal to the Junior School demographic because we offer a
product that they are most likely pretty familiar with, enjoy eating and that parents would be
happy to feed their children. We are offering a fairly nutritious main meal and are one of the
only businesses doing this. Because parents must approve the order forms, and we are
offering something parents would approve of, we believe that this will be a factor to our
success.
Secondly, we appeal to the ECS Middle and Senior School demographic because our product is
likes. In addition to being universally delicious, we also appeal to the students with conscience
regarding the health and/or ethics of the food they consume. Rice, Rice Baby uses only fresh,
simple and fair trade rice in its product, so whatever our customers’ concerns may be, we’ve
Thirdly, we appeal to the ECS staff because, as for with older students, we are offering a simple
and familiar delicious main meal that also takes health and global concerns into consideration.
Overall, we believe that our business covers all of the bases necessary to be successful on both
Trends
Our product is unique because we are one of the only businesses offering a main meal. That in
itself is extremely significant as when purchasing from SSX because people generally do
consider a main meal to be an important purchase, everyday. During the business days of SSX
in the past it was clear that desserts or “treats” are usually in abundance but there was less
choice of main meals, but still a very high demand for them. There was also a severe lack of
Our product will cater to the trends of the past because we are filling the void in the market of
main meal options and the even more significantly the void of healthy options. We offer a
main meal that can be enjoyed by mostly everyone of all ages by taste alone, but we also
appeal to the consumers whose demand for a healthier choice was not satisfied up to this
Our niche
Our target market is open to all of the ECS community because, as stated in our industry
overview, we appeal to a large audience by the nature of our product and business. Each
demographic in out market is drawn to our product for different reasons. We satisfy the
demand of consumers who want a healthier alternative at the SSX. This health‐conscious
consumer can be a Junior School parent who must approve their child’s meal, a Middle/Senior
school student who is aware and concerned about proper nutrition or a staff member who has
healthy eating habits and makes healthy choices in their everyday life.
By making our products with fair trade rice, we are also and ethical business. Once again, this
can be an appealing factor to any age group of our market. Anyone can be attracted to this
aspect of our business, but it certainly sets us apart from any other business of the past or
Simply stated, our product is delicious. No matter what outside concerns you may or may not
have, everyone wants to enjoy whatever food they will consume. Everyone knows what rice is
and has most probably enjoyed it on many occasions in similar preparations to the one we are
offering in the past. Therefore, people are very likely to buy our product with the faith that
they will enjoy it as they do when preparing it themselves. We are offering a product that will
Marketing Plan
Market Analysis
Our 50 surveys were given out the week of the October 12th. To see a blank survey see
‐ Even though he majority of our surveyed market has an interest in buying brown rice,
we have discovered that it is not possible to buy high quality brown rice grown outside
‐ Given that the vegetable choices were relatively aside from onions, we will be selling
‐ There was an overwhelming request for chicken in our surveyed market and only a
small interest in other protein choices; therefore we will only be selling chicken.
‐ Soy and teriyaki sauce together account for 85% of our surveyed market; therefore we
Based on the above research and conclusions, we will have three different product types to
We will use these three product models to develop our financial plan.
Pricing strategy
We know that the most effective new businesses not only use the cost plus strategy to
determine the price of their product but also thrive to depend more on the price sensitivity
analysis. Therefore, we will use both methods to determine the price and then marry them, in
order to find the most effective price that the market is sure to accept. As a new business, it is
important that we take into consideration what our market is willing to pay for our product
and not only what it will cost us. Rice, Rice Baby could be severely let down if we did not
consider our price sensitivity analysis by either pricing too high or too low from the market’s
acceptance.
Advertising plan
Strategy
Rice, Rice Baby will use the most effective and simple advertising possible. Our social
awareness will be a strong factor in our advertising campaign. The three sponsors that we will
be requesting support from are Ms. Phelps, Mr.Cox and Mr. Fortin. We chose these people
because of their strong presence in the school as well as their creative nature to compliment
our advertising strategy. We would also like to try new innovative forms of advertising this
year in all three of the steps to effective marketing: awareness, trial and loyalty.
We will also put in place certain incentives for consumers to purchase from Rice, Rice Baby
rather than any other company on the market. The first incentive will be the distribution of
one free fortune cookie for every purchase made at our company. The second incentive will be
a small game to win a t‐shirt with our logo. Everyday, out of the three selling days we have,
one girl will receive the winning fortune cookie, which gives them the privilege of winning our
t‐shirts. Hopefully, these small incentives will be a big factor in the decision making process of
Awareness
We will be approaching our awareness phase with a strong building up marketing campaign.
First and foremost, the movie we will create, the website we will build and the radio jingle we
will record will be our main awareness tools. In the beginning we will initiate thought by
creating a viral listening of the song Ice, Ice Baby (our theme song). The ECS market will not
yet know what relevance this has to the SSX, but soon we will integrate our movie and jingle
and the vital connection will be made. Once the market is aware of our product, and
consequently can’t get our theme song out of their heads, we will initiate the influx of posters
Our website will also have an interactive component which is a game linked to the website
www.freerice.com. This website allows you to play a word game in order to win grains of rice
to donate to the UN World Food Program. We expect that this interactive component will
firstly, attract consumers to our website over others and secondly, reinforce the social
As for the new innovative form of advertising in the awareness phase, we would like to
communicate to the parents of the junior school though an email because they play a large role
in the decision‐making of this demographic. We would like to communicate via an email sent
home explaining the background of our product and our business goals. To see the letter we
Trial
For SSX 2010, Rice, Rice Baby would like to integrate a trial phase into our marketing process.
As one of the crucial steps to effective marketing we feel that it would be an important step to
take in order to ensure our success. The trial phase will be put in place a couple weeks before
we leave for March Break. We will take one lunch hour to distribute small samples of our rice
to anyone who is interested to test it. As a result, when we come back from March Break,
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students and staff will know what to expect and be very willing to come and purchase more –
ensuring success of the third step, loyalty, from the very beginning.
Loyalty
The third and last important phase of marketing is loyalty. Loyalty is hard to earn in
customers, especially over a three‐day period but we are confident that after our marketing
strategy is put in place and the trial phase is executed effectively, customers will be satisfied
with our product and know what to expect when coming to purchase a lunch at Rice, Rice
Baby. Because of the great taste and many options we hope that customers will continue
Another factor that will help customers to be loyal are the small incentives we are offering, as
Distribution plan
In order for us to have the highest quality and freshest offering of product to our customers,
we will require the use of kitchen facilities such as a freezer for the vegetables, a microwave to
steam them, access to a sink to make the rice and lots of counter space for the rice cookers.
The quality of our food is a very important part of our distribution plan. To ensure freshly
made rice, we will best utilize the facilities we have access to in order to achieve our objective.
Financial Plan
Capital Costs
Capital Items Total Cost Amortised Cost/year
* Theoretically, we will assume that the rice cooker would last for 4 years, so as a capital cost
We will be buying one large rice cooker and borrowing at least three from other families as
Operating costs
Theoretically, we would have to expense the following utilities: telephone, gas, heat, and
electricity as well as the cost of rent, insurance and maintenance. We will also be paying for
90% of 400 people = 360 people will buy the product over 3 days
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Our research has indicated that 90% of the ECS community would buy Rice, Rice Baby but
given that this will be a competitive market, our forecast will assume that half of all ECS
consumers that indicated a willingness to purchase will buy within the 3‐day selling period
(approximately 200 units per day).
Our forecast will be built on the assumption of three customizable product categories:
‐ 20% (40 units, 120 units over three days) will be product B
‐ 70% (140 units, 420 units over three days) will be product C
Our cash flow projection as well as our production costs will be based on the above
assumptions.
Cost of Production
Item Quantity Total Item Cost 10% (60 units) 20% (120
units)
70% (420
units)
Fortune
Cookies
Overhead
Allocation
(Capital costs)
Above is an itemised list of all the items required for the manufacturing of our product. We
have allocated all the costs to our three different product offerings (A, B, C) in order to give us
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an accurate estimate of our unit cost in order to assist us in our pricing strategy. All items food
were purchased at Costco and in China Town, t‐shirts for advertising will be purchased at
Bang On and Chinese‐style food boxes were ordered from ULINE. Also, many extra materials
for presentation were purchased at Bureau en Gros. We will have to buy one large rice cooker,
and borrow others from several families with permission. We will be using containers from
After calculating our unit costs, we will marry it with price sensitivity to complete our pricing
strategy.
‐ Product A = $2.50
‐ Product B = $3.25
‐ Product C = $4.00
Cash flow
Charity description
Through Friends of the World Food Program, we will be donating our profits to the United
Nations World Food Program (WFP). The WFP is the largest humanitarian organization in the
world, which is working to put hunger in the forefront of political decisions and to promote
policies to directly benefit the poor and hungry. WFP hopes to feed at least 100 million people
in 80 different countries around the world over the course of 2009. As the food branch of the
UN, the WFP meets the emergency needs for food as well as the use of food to support
The Friends of the World Food Program is a U.S.‐based, non‐profit organization, which tries to
build support for the WFP in the U.S. Friends of the WFP unite many different organizations
and individuals in the U.S., which are committed to solving world hunger. They advocate and
fundraise to support the life‐saving food assistance programs around the world.
We will donate our profit directly to the Friends of the World Food Program, requesting that
they send our money to relief efforts for the Southeast Asia disaster. Recently, throughout the
21st century, Southeast Asia has been victim of huge environmental and social disasters. Rice
paddies have existed in Southeast Asia for thousands of years and as a main revenue generator
for all of Asia, these paddies are an important part of their culture. The maintenance of the
rice paddies is extremely important to Southeast Asia and because of the major environmental
disasters, they are being destroyed. We chose to send our money to their relief of these Asian
countries because we feel that there is a strong relation between out product and the
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APPENDIX A
Name:_______________________
Grade:_______________________
Date:________________________
Rice, Rice Baby
Yes / No
2. If so, how many times would you purchase it over the course of 3 days?
- Once
- Twice
- Three times
3. How much are you willing to spend on a bowl of rice (all rice is served with an option of
sauce)?
- $2.00
- $2.50
- $3.00
- $3.50
- $3.50
- $4.00
- $4.50
- $5.00
Vegetables:
- Carrots
- Peas
- Broccoli
- Corn
- Onions
- Other: ___________________________
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Protein:
- Chicken
- Tofu
- Other: ___________________________
- Soy sauce
- Plum sauce
- Hot sauce
- Teriyaki sauce
Yes / No
Thank you!
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APPENDIX B
Demand Curves
‐ Grades 1‐4 were not able to fill in the price section of the survey so these 10 surveys
‐ Another two surveys were excluded because of lack of interest in the product
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Product Interest
16
Toppings
17
Sauce Choices
18
APPENDIX C
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APPENDIX D
Every year, the grade 11 economics elective participates in the Student Stock Exchange (SSX).
The SSX involves many Montreal students creating companies and selling products at their
respective schools, with all profit going to charity. All students subsequently come together at
Loyola High School to be officially judged and potentially win awards. This year at ECS, we
In some parts of the world, the verb "to eat" literally means, "to eat rice." As much as half of the
daily calorie intake for 50% of the world’s population comes from eating rice. Rice is an
important staple on the global menu so we thought we should represent this during the
The white iconic grain that we are offering has many healthy qualities (a source of fibre,
protein, manganese and selenium). In addition to your choice between rice varieties you can
pick your sauce and selected toppings for your rice. The toppings vary from chicken, corn,
peas, broccoli and onions, to soy sauce, teriyaki sauce and chilli sauce. Our rice will be served
in Chinese‐style take‐out boxes and everyone will be given a complimentary fortune cookie
So why should you purchase Rice, Rice Baby? Our rice is definitely delicious, healthy and offers
you many options to cater to your personal palate, but buying our rice will benefit more than
just you. We wanted to start a business that also gives back. This is why we use only fair trade
rice and feature a link on our website to http://www.freerice.com/ which is a website made in
partnership with the UN World Food Program that allows you to play word games to help fight
hunger though rice donations. We will also be donating our profit to the United Nation World
Food Program, requesting our money is sent directly to recovery of Southeast Asia, where rice
‐The Rice, Rice Baby Team (Lexi Stefanatos, Kelly Steinmetz, Laura Bergman, Anne‐Geneviève
P.S Visit the website of the UN World Food Program yourself and donate! http://www.wfp.org
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APPENDIX E
Cash Flow Statement
CASH RECEIPTS
Office expense 0 0
Utilities 0 0
Wages 0 0
Other expenses 0 0
Units sold
Total
Units
Total
Sales
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Profit
Less:
Expenses $659.64
$1,560.36