Business Plan for Agricultural Product
Executive Summary
Grass is a
key feeding for most of the castles like cow, buffalo, sheep, got and other
pet. The countries which are basically agro depended use different types of
feeding for this kind of pet. Among them both natural and artificial foods are
exist. But most farmers of Bangladesh generally use grass and straw for their castles.
These are generally grow in field in a natural environment. But now the because
of shortage of land these grew a few to feeding the castles so want to
introduce a product named “Grass
Caterings”. The specialty of these product is the grass will sell in the
packet and they will sell over home delivery system. Grass Caterings may be in
the form of fresh grass as in the field, may be in the powder form, or may be
in the form of dry. Grass Caterings will
sell in the form of home delivery using self-transportation. Promotional
activities will be TVC and personal selling. The product will totally natural
and no insecticide will be used.
Introduction
Grass
and other forage compose most or the majority of a grass-fed diet. There is
debate as to whether cattle should be raised on diets primarily composed of
pasture (grass) or a concentrated diet of grain, soy, and other supplements.
The issue is often complicated by the political interests and confusion between
labels such as "free range," "organic", and
"natural." Cattle raised on a primarily forage diet are termed
grass-fed or pasture-raised; meat or milk may be called grass-fed beef or
pasture-raised dairy. However, the term "pasture-raised" can lead to
confusion with the term "free range" which does not describe exactly
what the animals eat. Thus, cattle can be labelled free range but not
necessarily grass-fed. Another term is "grass-finished", for which
cattle are generally held to a higher standard in terms of tenderness and
marbling. However, the label generally has no strict regulations.
Objectives
The primary objective of the business is to provide insecticide free
castle grass. There is some other objective of the business. The objectives for the first three
years of operation include:
Ø
To
create a service-based company whose primary goal is to exceed customer's expectations?
Ø
To
increase the number of client's served by 20% per year through superior
service.
Ø
To
develop a sustainable start-up business.
Ø
To
develop enough cash flow to pay all salaries as well as grow the business.
Grass
Catering's mission is to provide the customer with the finest kosher
catering. We exist to attract and
maintain customers. When we adhere to
this maxim, everything else will fall into place. Our services will exceed the expectations of
our customers.
Literature
Review
This assignment is
regarding to make plan for a totally new business which is not exist in the
market. In this assignment I tried to make a unique business plan for a totally
new product named grass caterings. This product is totally new in the market
and I commit that there have no copy for the idea generation. This plan is make
for the market of Bangladesh and make the plan for a small enterprise business.
The plan is made for the product as not exist in the market but it is made for
the product will coming soon. I think there have no existence of the product.
Methodology
Methods: Research methods are the
way of conducting the research. Research method is of three types;
§ Quantitative method:
Quantitative data are those data which can be measured numerically.
Quantitative research is based on Quantitative data.
§ Qualitative research:
The data which cannot be measured in numerical terms are known as qualitative
data. Qualitative data are used in qualitative research.
Mixed research: In
some research, the use of both qualitative data and quantitative data are done
Methodology
Data collection methods: No research can be done
without data. That is why data is called the raw material of any research. Data
can be collected in two way:
§ Primary
data collection: Primary
data are those data which have not been collected and analysed before. These
data have not been processed earlier.
§ Secondary
data collection: Secondary
data are those data which have already been collected, analysed and processed.
Sampling method: To select the
appropriate sampling technique and sample size, the following options are
available:
Keys to Success
The
key to success is to meet and exceed the customer's needs in terms of quality
of food and excellence of service.
Finding Analysis
Grass
Catering, will be located in Laksam, Comilla.
Grass Catering will serve parties of 25-300 people with high-end kosher
foods that are currently only available in Laksam. Grass Catering will offer a large menu
repertoire, from traditional favorites to creative inventions. All of the food and drink items served will
be done under strict supervision of the Orthodox Rabbinic authority.
Grass
will rent space for the office and kitchen in an industrial area of
Philadelphia. Renting in the industrial
area will significantly lower the cost. Since the space will be used for food
production it is not relevant for the store front to be aesthetically pleasing,
or in a nice neighborhood. Grass Catering is forecasted to generate TK395, 000
in revenues for year three.
Business Plan Summary
The
Grass catering market is an interesting one.
There are several caters that offer services that are quite similar to
each other in terms of price and menu options.
For whatever reasons, there has been little demand by consumers to get
caters to innovate their menu. This is
not too say that consumers would not welcome new kosher menu items, it is just
that people have incorrectly made the assumption that kosher meals have to be
boring. Grass will occupy a niche in the kosher catering market that offers
new, creative menu items, broadening people's conception of kosher food. This market consists of two target segments
that are differentiated by household income.
Products
Products of Grass
Caterings are mainly grass and product made from grass. It includes:
- Dry grass
- Raw grass
- Powder grass
Dry grass
Grass will be dry in
order to use them for a long time and using them in rainy season when grass are
unavailable. This types of grass will be more expensive then raw one. Dry grass
products have storage and processing cost. The best type of grass which will be
dry and store for long time are:
Bahia
grass
Bahia
grass is warm season grass, resistant to drought, disease and insect attacks.
It will survive in a variety of soils from sandy to clay and other infertile,
dry soils. It requires a little maintenance. The grass will thin out over time
and has a low tolerance to many weed control herbicides.
Bermuda
grass
Common
Bermuda grass is drought resistant, grows on many soils, and makes a good turf
if fertilized and mowed right. Common Bermuda grass produces many unsightly
seed heads, but in spite of this fault, it frequently is used on home lawns due
to the ease and economy of establishment.
Raw grass
Raw grass products are
including product from fresh grass cut from field and sell it within 1week.
This types of grass are low cost in processing and storing. They are made for
instance used by the castle. They can be sell by attractive packaging. 1kg of
fresh grass will be 50-60 tk. The best types of grass which can be sell
instance are:
Buffalo grass
Buffalo
grass, Buckle dactyl ides, is a perennial grass native to the Great Plains from
Montana to Mexico. It is one of the grasses that supported the great herds of buffalo
that roamed the Great Plains. Buffalo grass also provided the sod from which
early settlers built their houses. Buffalo grass is, perhaps, our only truly
native turf grass in North America. Its tolerance to prolonged droughts and to
extreme temperatures together with its seed producing characteristics enables
Buffalo grass to survive extreme environmental conditions. Overgrazing and, in
the case of turf, over use or excessive traffic are the pressures that lead to
the deterioration of a stand of Buffalo grass.
Carpet Grass
Carpet
grass is a perennial, coarse-leaved, creeping grass. It grows better on low,
wet soils than do other grasses. It will grow well in either sun or shade but
is less shade tolerant than St. Augustine and Centipede grass which it
resembles. Carpet grass may be planted by seed or sprigs. Carpet grass is
recommended only for lawns on wet, low fertility, acid, sandy soils where ease
of establishment and care is more important than quality. Its chief
disadvantage is rapid seed head production.
Powder grass
Some of the castles are
sometimes unable to eat something for diseases and other causes. Grass
Caterings have introduce a product for this castles and that is the powder form
of grass. At first grass will be make dry then they will be turn into powder
form after some processing. In this type of product Grass Caterings will mix
some vitamin to rescue the castles quickly. To make such kind of product one
best grass is:
Zoysia grass
Zoysia
grasses are warm season grasses native to China, Japan and other parts of
Southeast Asia. The species was named to commemorate an 18th century Austrian
botanist, Karl von Zoos. In 1911, Zoysia martellato was introduced into the
United States from Manila by a USDA botanist, C. V. Piper. Because of its origin
the grass was commonly called Manila grass. Piper described the grass as
abundant on or near the seashore in the Philippine Islands. When closely
clipped, it made a beautiful lawn according to Piper's notes. He suggested that
the grass had unusual promise as a lawn grass along the Gulf Coast and Atlantic
coast of Florida.
Market
Segmentation
Grass
Catering has two distinct target populations. Middle class kosher farmers. This
group of people does not have huge amounts of disposable income, recognizes
that it is costly to sponsor a kosher dinner party, and is willing to incur the
expenses, but will try to minimize them.
Upper
class kosher clients, this group has intertwined kosher values throughout their
lives and is willing to spend whatever it takes to throw a high-end kosher
dinner function. Typically, this group
is characterized by a wealthy one-income family where the male works and the
female does not. The female of the
household typically thoroughly enjoys the planning of these events.
Target Market
Segment Strategy
The
target market segment strategy will not be significantly different to address
the two different groups. Both groups, regardless of income typically belong to
the same group of religious congregations. Therefore, to reach the different
groups does not require a distinctly different strategy. What differentiation
it will require is different menu offerings needed to satisfy the different
groups. The upper-end menu items are cost prohibitive for the middle class
target segment.
Service
Business Analysis
The
kosher catering business in Philadelphia is fairly unique. At the low- to mid-price point of the cost
spectrum, there are four other kosher caters.
These caterers tend to serve the part of the market that must have
kosher food served at an occasion due to religious beliefs, but struggle to
able to afford the cost variance between standard and kosher catering. All four of these caters have fairly standard
menu offerings. There is a fifth caterer
that also serves the lower end of the market (defined as middle class) but
serves the high end of the market as well.
Although there is a large wealthy population in Philadelphia that
follows the laws of kashrut, they have been underserved.
Competition
and Buying Patterns
As
stated in the previous section, there are four other kosher caterers that serve
the low to middle end of the market.
These caterers compete to some degree on cost (due to budget constraints
of some clients), but more so on service.
The quality and the serving of the food are the main areas of service
that the caterers compete on.
There
is one high-end caterer who will compete with Grass. This caterer, while serving the upper-end
market, does not provide its clients with upper-end service. This company is
not a strong competitor because of their overpriced service offerings relative
to the service provided, and its business has been declining over the last few
years. Lastly, one competitor for the high-end market is kosher caterers from
New York City. When cost is no object,
there are many people that are willing to pay the additional cost of bringing
in the caterer from NYC. Grass Catering will gradually gain market share in the
kosher catering market by leveraging its competitive edges. These edges are
superior attention to detail and innovative nouveau cuisine kosher meals. The
edges that Grass will leverage are areas that have been ignored in this market
for some time now. These competitive edges coupled with a targeted advertising
campaign and networking will be Grass's game plan for increasing their market
share.
Marketing
Strategy
Grass's
marketing strategy will be based on developing visibility among Philadelphia's
kosher community. This will be
accomplished through two ways. The first method is a targeted advertising
campaign. Advertisements will be placed
in various Jewish newsletters. There are a couple of Philadelphia-wide
newsletters. Additionally, Grass will advertise in a few Synagogue-specific
newsletters. These advertisements should yield a decent amount of service
inquiries since they are fairly targeted toward the target population that
utilizes kosher catering.
The
other marketing strategy which is less formal is a networking campaign among
the Philadelphia Jewish population.
Susan has been an active member of the Philadelphia Jewish community for
five years. While the Jewish population
is of decent size, numbering around 200,000, it is a fairly close knit
community where people tend to know each other.
Susan will leverage her contacts within the Jewish community to raise
awareness for her catering activities.
While the networking might not cast as large of a net as advertisements
will, it costs far less and the relationships that it builds will be far stronger
because of the trust relationship that has already been established.
Competitive
Edge
Grass
Catering's competitive edge is its attention to servicing customers and
inventive approach to kosher cuisine. Grass's customer attention differentiates
them in the world of kosher catering which is dominated by several companies
that have plenty of demand. The
consequence of market demand is a decreased pressure to accommodate customers.
Grass is approaching the market as if there was significant competition between
the different service providers. By
making customer satisfaction a priority, over time, local customers will come
to appreciate the attention that their needs are given and form a long lasting
relationship with Grass Catering.
Grass's
other competitive edge is their nouveau cuisine approach to kosher food.
Traditionally, kosher food has remained stable and unimaginative for a long
time. Most people believe that there are
large compromises that must be made when serving kosher. These compromises need
not be made however, and Grass is changing these misperceptions. Just because there are strict rules regarding
the types of foods that may be used and the way it must be prepared does not
eliminate creativity. Grass is taking
their knowledge of nouveau cuisine and creating inventive, colorful, and
delicious kosher alternatives.
Personnel Plan
Besides
utilizing Susan's skills full time, Grass Catering will require the following
personnel:
Farmers
They will work in the
field level and their primary responsibility is to grow up the grass properly
and take care of them.
Grass
collector
They will collect grass
from field directly and categories these grass into different segment depend on
their standard.
Grass
processor
They will just process
the grass whether they should go.
Home
deliver
They will deliver the
product to the home of the customer.
Sales man
They will sales the
product in the store to the customer in the form of retail as well as whole.
Personnel
Plan
Personnel
type
|
Year
1
|
Year
2
|
Year
3
|
Farmers
|
36,000
|
36,000
|
40,000
|
Grass collector
|
11,000
|
12,000
|
12,000
|
Grass
processor
|
15000
|
16000
|
20000
|
Home
deliver
|
10000
|
12000
|
15000
|
Home
deliver Sales man
|
20000
|
25000
|
30000
|
Recommendation
There are several
problems which will face by the company and they are described above. Now how
the problems will be solved is given below:
- Being
a small sized business the company wills the problem of legality so I
should have make registration in order to avoid these problem.
- As
the product is new, it should have strong promotional activities to aware
the customer about the product.
- Financial
problems should be solved by managing cash from bank and friends.
- Should
have skilled employee to produce the grass and make the grass fresh, vivid,
and natural.
- Make
a strategy to the advantage over the competitors.
- Be
aware about political instability and other external; factors so they can
be face when they occur.
Conclusion
Grass caterings is a new product made from grass for
castles like cow and buffalo. It is primarily will produced in the field and
finally send to the customer as raw, dry, or powder form. The product has low
awareness to the customer and should have high promotional activities to
introduce with the customer. Though it will face low competition but should
have proper steps to get advantage pver the competitors. Company will use their
self-transportation system and a number of employee is requires to maintain
they business activity so they will require a huge amount of cash to run it.
This cash can be collected from the bank or other sources. Company should
establish an information source to gather information from the customers and
clients.
References
- http://www.Assignmentpoint.com/html.o1.mlhfg.bplan.body
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http://www.articlesbase.com/print/1335596,
Articlebase.com
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Brunt,
P. 2007. Market research in travel and tourism. Oxford: Butterworth-Heinemann
Ltd.
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Butler,
P. and Peppard, J, (1998), “Consumer purchasing on the internet: Processes and
prospects”, European Management Journal, vol. 16, no. 5, pp.600-610.
5.
Creswell,
J. W., & Clark, V. L. P. 2007. Designing and conducting mixed methods
research (p. 275). Thousand Oaks: Sage publications.
6.
De
Ruyter, K., & Scholl, N. 2008. Positioning qualitative market research:
reflections from theory and practice. Qualitative market research: An
international journal, 1(1), 7-14.
- Deshpande,
R. 2001. The organizational context of market research use.
- The
Journal of Marketing, 91-101. .
- Entrepreneurial
development by Holt
- Entrepreneurial
development by Barringer
Appendix
Sales
Forecast
Sales
Month 1 Month 2
Month 3 Month 4 Month 5 Month 6
Middle
class 0% TK0 TK2,823 TK3,614 TK4,911 TK5,711
Upper
class 0% TK0 TK3,245 TK4,154 TK5,645 TK6,564
Total
Sales TK0 TK6,068 TK7,768 TK10,556 TK12,275 TK14,670
Cost of Sales
Month
1 Month 2 Month 3 Month 4
Month 5 Month 6
Middle
classTK0 TK847 TK1,084 TK1,473 TK1,713 TK2,048
Upper
classTK0 TK974 TK1,246 TK1,694 TK1,969 TK2,354
Subtotal
Direct cost of Sales
TK0 TK1,820 TK2,330 TK3,167 TK3,682 TK4,401
Personnel
Plan
Month
1 Month 2 Month 3 Month 4
Month 5 Month 6
Farmer 0% TK3,000 TK3,000 TK3,000 TK3,000 TK3,000
Cutter 0% TK0 TK1,000 TK1,000 TK1,000 TK1,000
Sales 0% TK0 TK2,800 TK2,800 TK2,800 TK2,800
Home 0% TK0 TK0 TK0 TK0 TK2,800
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