Professional Documents
Culture Documents
Eco garden
Gasper, Matevz, Jernej, Anze, Ales,
Hyunsung
Contact person:
petrovcic93@gmail.com
28.4.2015
Business Plan
Firm 20xx
Page 1
(of 20)
Contents
1.
2.
3.
4.
5.
6.
7.
8.
Executive Summary...........................................................................................................3
1.1. Mission and Vision Statement...................................................................................3
1.2. Objectives..................................................................................................................3
1.3. Market Opportunity and Keys to Success..................................................................3
1.4. Business Model Overview.........................................................................................4
Company Description........................................................................................................5
2.1. Company Ownership.................................................................................................5
2.2. Start-up Plan (or Prior Company Continuation Plan)................................................5
2.3. Company Locations and Facilities.............................................................................5
Product (or Service)...........................................................................................................6
3.1. Product (or Service) Description...............................................................................6
3.2. Competitive Comparison...........................................................................................6
3.3. Production Process.....................................................................................................6
3.4. Technology.................................................................................................................6
3.5. Future Products (or Services)....................................................................................6
Market Analysis.................................................................................................................7
4.1. Market Segmentation.................................................................................................7
4.2. Target Market Segment Strategy...............................................................................7
4.2.1. Market Needs...............................................................................................7
4.2.2. Market Trends..............................................................................................7
4.2.3. Market Growth.............................................................................................7
4.3. Industry Analysis.......................................................................................................7
4.3.1. Industry Characteristics................................................................................7
4.3.2. Distribution Patterns....................................................................................7
4.3.3. Competition and Buying Patterns................................................................7
4.3.4. Main Competitors and Key Success Factors................................................7
4.3.5. Other Competitive Forces Affecting the Industry........................................8
Strategy and Implementation............................................................................................9
5.1. Strategy......................................................................................................................9
5.2. Competitive Edge......................................................................................................9
5.3. Marketing Strategy....................................................................................................9
5.3.1. Positioning Statement..................................................................................9
5.3.2. Pricing Strategy............................................................................................9
5.3.3. Promotion Strategy......................................................................................9
5.3.4. Distribution Strategy....................................................................................9
5.3.5. Marketing Programs.....................................................................................9
5.4. Sales Strategy.............................................................................................................9
5.4.1. Sales Forecast.............................................................................................10
5.4.2. Sales Programs...........................................................................................10
5.5. Strategic Alliances...................................................................................................10
5.6. Milestones................................................................................................................10
Management.....................................................................................................................11
6.1. Organizational Structure..........................................................................................11
6.2. Management Team...................................................................................................11
6.3. Management Team Gaps and Advisors....................................................................11
6.4. Personnel Plan..........................................................................................................11
Financial Plan..................................................................................................................12
7.1. Important Assumptions............................................................................................12
7.2. Key Financial Indicators..........................................................................................12
7.3. Projected Profit and Loss.........................................................................................12
7.4. Projected Cash Flow................................................................................................12
7.5. Projected Balance Sheet...........................................................................................12
7.6. Break-even Analysis................................................................................................12
7.7. Business Ratios........................................................................................................12
7.8. Risk Assessment......................................................................................................12
7.9. Harvest Strategy.......................................................................................................12
Appendices.......................................................................................................................13
Business Plan
Firm 20xx
Page 2
(of 20)
Business Plan
Firm 20xx
Page 3
(of 20)
1.
Executive Summary
This is the most important topic that appears first in the plan. Normally it is written last. This
section should not be no longer than two pages overall. It covers the most important facts and
highlights, such as the firm business, sales growth, profitability, strategic focus, expected market
position, and key firm characteristics for achievement of objectives.
1.1.
In mission statement the business concept of the firm is defined. Objectives of the firm are stated in
broad strategic terms. Mission statement should make clear the purpose of the firm at a current time
(at start-up), especially what market is served and what customer benefits are offered. Vision
should clearly state the view of the firm's future direction and business makeup.
1.2.
Objectives
Key business goals are set, such as market share objectives, sales objectives, and profit objectives.
Objectives need to be concrete and measurable.
1.3.
A description of the attractiveness of a market opportunity and how well the firm will match the
opportunity in terms of products/services, strategies, resources and management team capabilities.
What are the key three or four tasks (factors and priorities) that will be accomplished by the firm in
order to successfully achieve the business goals?
Business Plan
Firm 20xx
Page 4
(of 20)
1.4.
Competitive Strategy
(Cost/Differentiation/Ni
che) and
Internationalization
Strategy
Product or Service
Key Suppliers
Price
Promotion
Strengths
Opportunities
Distribution
Weaknesses
Threats
People
Key Substitutes or
Potential Entrants
Physical Evidence
Key Innovations
Crucial Environmental
Issues
Process
Intellectual Property
Key Revenues
Total Revenues
Profits
Costs
Net Cash-Flow
Cash Outflows
Key Assets
Total Assets
Equity
Liabilities
Key Activities
2.
Company Description
The Eco garden is service and product in one. It will be established in Slovenia, more exactly in
Ljubljana at Vic. One of the owners will invest a piece of land. Its size is 3500 square meters. This
will be the place where gardens will be made, but headquarters at Gaspers owners address and he
will give a room to make an office. The legal status will be d.o.o. (Slovenian type of company),
which means a limited labiality company. D.O.O. has an unlimited number of owners, therefore the
owners are going to be Matevz Pance, Ales Rodica, Gasper Petrovcic, Anze Smerdelj, Jernej
Schwarzmann and Hyunsung Yang. All owners will have the same amount of ownership. If our
investor is willing to participate on ownership, he will be an owner as well.
2.1.
Company Ownership
The name of the company will be Eco garden d.o.o. All of founders will be directors, whit the
exception of our investor who will join later on, when the company is established. A person whit
basic knowledge in agriculture and willing to take part in venture will be employed. The premises
of the company will be at Stanezice 1A, Ljubljana 1210, Slovenia, while the place of activity will
be at Vic. 7,500 euros have to be invested in advance. Money, property and other assets will be
invested and the shares of the company will be equally divided among all founders.
2.2.
Start-up assets
Financing
requirements (loans
and investments)
Lawn will be
invested in the
company by Matevz
Office or HQ will be
contributed by
Gasper
Our activity will be implemented on two locations. One location will be a place where we will
provide our eco gardens. The location is perfect for people who are willing to rent gardens, as they
are near the highway in Ljubljana, and in Vic; is a highly populated residential area. According to
the survey, the locals are very interested in the idea. The area within the walking distance; it takes
approximately 15 minutes from a city to retreat in nature. The location is free of rent or loan for the
investors as it is given by Matevz. No building permits are required for gardens and sheds.
The headquarter office is in the vicinity of Ljubljana. However, for the gardening activity the site is
not of high importance. It will be given by Gasper a founder, which mean that we will not have to
spend money on rents and so on.
3.
The company will provide a service, which is more complex and has different options. Our core
operation is renting a piece of property. It could be just a lawn and flowers, but our point here is
that every rented property has eco garden where they will be growing different produce for home
consumption. Something similar is provided by Ljubljana municipality. A piece of land is upgraded
by the following;
Bronze package which includes;
Space with prepared garden (5*10)
Fence
Bench
Silver package which includes;
Space with prepared garden (10*10)
Fence
Bench
Some basic seedlings
Gold package which includes;
Space with prepared garden (15*15)
Fence
Bench
List of fifteen seedlings
24/7 support
It is going to be a really nice place for hanging out with family and to make your own food. All
fruit and vegetable are going to be organic. The price for the packages will be reasonable. Eco
garden will start operating on one location and if the demand grows up some new locations will be
found first in Slovenia and then maybe in some other countries. We will have our own list of things
which can be added to the basic package. The price of all assets will be lower than in retail stores.
3.2.
Competitive Comparison
A potential customer can rent a place from a farmer and make his own property, but it is hard to get
it because farmers are not willing to sell a small piece of property. Another option is that you rent
from the municipality, but it does not offer such a variety of service as we do.
3.3.
Production Process
The tangible inputs, which we are going to be provide are a place, a shed, trees, tools, etc.
depending on the package you take. Outputs depend on a package. They get more morals outputs
like; feel free, be in nature, knowing what you eat (quality and where it comes form), appreciate
what you eat, have a place to organize picnics... We will outsource work force at beginning,
because we will need help to prepare the location. We will work with farmers to get manure. Other
things like trees and tools we will be supplied by best supplier at that moment. At the beginning, we
are going to work and do the work which is going to be required.
3.4.
Technology
It is not a high-tech business. We need simple tools for gardening, also we will use Eco plants and
therefore we do not need chemical pesticides. An irrigation system is the most technological part of
our service, but it does not change every year. It is not going to grow old if buy it now.
3.5.
We are not planning to provide other services that those which we will provide at the beginning. If
customers are willing to have more support we are going to provide it. Our plan is to provide this
service on different locations. If we get some ideas which go together with our service, we will
diversify our business.
SOME LINKS:
https://www.facebook.com/grizlodoo
http://ekovrt.si/
https://www.dnevnik.si/1042326050/lokalno/ljubljana/1042326050
http://www.delo.si/novice/ljubljana/kmalu-razpis-za-50-novih-vrtickov-v-savljah.html
http://www.bolha.com/iskanje?q=vrti%C4%8Dek&location=Osrednjeslovenska%2F
http://salomon.si/oglasi/nepremicnine/kmetijska-zemljisca?advertType=3&page=1&filters=1472s-90256
https://www.dnevnik.si/1042710386/lokalno/ljubljana/mol-brez-posebnih-nacrtov-za-spodbujanje-vrtickarstva
4.
Market Analysis
Our target customers are retired seniors, who do not own their own land to have a garden on it. We
researched residential blocks in the near proximity of our gardens and found out that there are a lot
of people who meet our criteria. We chose this target group as they are the most viable to what we
supply, that is a garden place with gardening assistance. Also they have the most time to work in
the garden. We have analyzed the market for the region of Ljubljana, and found out that there are
several ways to rent a garden. The most common way is to rent from the municipality, who offer
rentable gardens in several districts of Ljubljana (Stegne, Moste, Vimarje, Rudnik). It is also
possible to rent a garden through a competitor named Urbani EKO vrt and Grizlo d.o.o. It is also
possible to rent from persons that advertise their land on portal bolha.com for example.
4.1.
Market Segmentation
A list of potential customer groups with their size (number of individuals and total value of
potential purchases) and growth rate, including explanations of each segment definition and bases
for their classification (customer needs, product type, buying patterns, life style, age, gender,
income, geography, etc.).
Two groups: retired seniors from age 60 and beyond and families, from age of 40+
Will write more when I have the numbers of the group size (need to count the residents in
residential blocks)
4.2.
An explanation of the strategic bases for market segmentation and choice of target markets (reasons
for focusing on the chosen specific market groups and not other groups).
We have chosen seniors for our main target group because they are the most suitable customer for
our business. They are retired, have a lot of time, have some money saved for this kind of things
and really enjoy gardening as a hobby. They can relate more to gardening than other generations as
practically everyone grew up having a home garden or working on a farm. That is why we believe
this is the best group to target, as they will connect much easier than younger generations.
4.2.1.
Market Needs
Market Trends
A description of trends that can change the market or the business (key influencing factors, key
change trends based in changes of customer needs, fashion, style, demographics, etc.
The trend has been the same for the past ten years, if anything it is growing as we become even
more eco-oriented, especially the younger generations. We intend to change the trend of only
renting land for gardens with our ability to provide our customers/lenders with additional assistance
once they rent the garden.
4.2.3.
Market Growth
Estimated projections of market growth based on own or market research firms' market research,
opinions of experts, trade associations, and/or other credible sources, such as credible journals.
The trend of renting gardens is growing in the Ljubljana district, the municipality increases the land
designed for renting gardens practically every single year. Depending on our success, we believe
we will be able to open a similar plant in other districts in Ljubljana, and by that enhancing the
market share and growth of the market.
4.3.
Industry Analysis
Industry Characteristics
Distribution Patterns
How does the distribution work in the industry? What is the role of direct sales, local, regional
distributors, wholesale and retail trade, etc.?
Distribution patterns are common for this kind of bussines, mostly through advertising in the
newspapers (Salomonov oglasnik) or on the internet. We intend to enhance this distribution
channels by applying direct marketing to nearby residential blocks (promotion cards).
4.3.3.
An explanation of the nature of competition in the industry. What are the bases of customer choices
among different product/service providers (trends, price, delivery, reliability, reputation/loyalty,
distribution channels)?
Our competitors differ from us in many ways. They Municipality of Ljubljana only gives out land
for rent, while the companies also charge rent. They offer a couple of additional things, but we will
have the whole package for our renters, so what our competitors are offering will be considered less
tempting for our target group.
4.3.4.
A list of specific competitors, including their strengths and weaknesses. What are the key factors
for success in the industry?
Main competitors are the Municipality of Ljubljana, Urbani EKO vrt and Grizlo d.o.o. The key
factors for their success is that they rent through the whole year and have little costs for doing so,
as everything needs to be taken care for by the customer.
4.3.5.
A description of other competitive forces and their potential impact on the industry (suppliers,
buyers, potential entrants, substitutes, government).
One thing affecting the industry is the expansion of the Municipality of Ljubljana, as they are
building on previous gardening sites. But we believe that through this, our service will be even
more desired.
5.
Strategy
Competitive Edge
We offer our customers a possibility to grow an eco and healthy food on their own. Because
nowadays being able to eat healthy food is becoming really expensive option. But we don't offer
just a land, we offer an experience. When you rent your piece of Eco garden, you become a
valuable member of our community. We provide you with tools needed for gardening. We will
organize educational seminars related to producing healthy food. And by renting your piece of eco
heaven you also get a barbecue place, a place to hang with your friends and family. We differ from
other firms by not offering only a piece of land, but a chance to meet new people, to educate
yourself, have a peaceful place to relax from everyday stress and most importantly produce an eco
and healthy food.
5.3.
Marketing Strategy
A summary description of target market focus (product/service) and other marketing mix elements
(price, promotion, distribution).
5.3.1.
Positioning Statement
For families and elderly who appreciate and wish to grow their own eco food and to have a land of
their own in the suburbs of Ljubljana. Unlike other competition, Eco gardens provides everything
you need for gardening, from tools to free seminars on eco gardening and you do not get only a
place for your garden, but place to meet new people or hang out with your friends relatives.
5.3.2.
Pricing Strategy
We are going to use cost plus pricing strategy as we will add a percentage to costs as profit margin
to come to our final pricing decisions. We will also use three different prices for bronze, silver and
gold package as the pricier package offers more, but also has higher costs.
5.3.3.
Promotion Strategy
For our promotion, we will make our own internet site, use word of mouth, put out flyers all over
Ljubljana and use stand, where we will promote our selves and give out information about us. We
will also organize seminars related to eco gardening which will be free for our customers and
payable for our potential customers.
Internet site will be free as we will do it ourselves, same applies for word of mouth. Price for 2.500
flyers is 45,14 and we will distribute across Ljubljana. And price for 4 square meters of a stand is
3,84/day. Seminar about eco gardening will cost us 100 for qualified lecturer and place where
the seminar will be held.
and what is their cost (absolute total per category, and relative cost per potential customer per
category).
5.3.4.
Distribution Strategy
We will provide our services directly to the customers, without any agents, retailers etc. Our
services will be personalized for customers to get the best service for the paid price. The
advantages are easy access with a bus or a car (we also offer parking spaces) and the closeness of
potential clients and because we won't use any agents, the prices are cheaper.
5.3.5.
Marketing Programs
First we will start by spreading the word through our relatives and friends and use word of mouth.
Then we will distribute flyers in Ljubljana, especially in apartment building. The next step is
promoting ourselves on the stand in market hall in Ljubljana, where we will also hand out promo
material.
A detailed list of specific marketing activities, which need to be carried out in order to achieve
marketing goals, including deadlines, responsible persons, and budgets.
5.4.
Sales Strategy
A summary of sales approaches designed to close the deals (sales closure approaches, sales people
compensation, sales database management and order processing, negotiation issues regarding price,
delivery, and other conditions).
5.4.1.
Sales Forecast
A detailed projected sales breakdown by each product/service for the first five years (the first year
listed by month), including totals. The sales forecast table needs to include also a detailed projected
cost of sales breakdown.
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5.4.2.
Sales Programs
A detailed list of specific sales activities, which need to be carried out in order to achieve sales
goals, including deadlines, responsible persons, and budgets.
The first thing is to inform our company. It is the most important factor in this kind of industry. So,
promotion program can be sales programs in our business. Word of mouth would be key role in
achieving our goals, so we should perform customer relationship management for existing
customers. And, these customers will introduce our company to their acquaintances.
5.5.
Strategic Alliances
6.
Management
A summary statement on who will execute the plan.
6.1.
Organizational Structure
A brief description of the organizational structure and its future changes (including a graphic
representation).
6.2.
Management Team
A list of most important members of the management team, including their functions within the
firm and brief resumes of their backgrounds and experience.
6.3.
Personnel Plan
A projection and explanation of the personnel plan issues (departments, employees, salaries,
assumptions, personnel needs, costs, benefits), including a detailed list of employees and their
salaries for the first five years (the first year by month).
7.
Financial Plan
A brief summary of financial issues.
7.1.
Important Assumptions
In general terms, Eco garden promises to be a very healthy project due to higher profitability
margins. They derive from a pricing scale system, categorized in accordance to the 3 packages
offered by the company: 7 for Bronze package, 8 for Silver package and 9 for Golden
package. As remember this 3 kind of package differ from the service provide and the area rented to
the client. The 215 m provided with the Gold package are guaranteed to have a 24/7 care by the
company and the seedling supply also.
7.2.
The projected operations for the next five years of the company result in total incomes of 112800,
as the result of selling 1900 m of garden distributed in the 18 memberships expected to be
contracted during first year, until 3500 m in year 5 and 30 memberships, representing the full
capacity of the company. It is important to highlight that the selling price will be kept in order to
guarantee the customer loyalty.
Gross margin for the first 5 years of the company will reach the 33440 once deducted the 79359
expected as production costs. These costs includes the expenditures to build fences, benches,
seedlings supply, the land renting fee and other associated expenditures, which are estimated to be
increased by 10% yearly. The salary of the garden keeper was considered as a fixed cost.
As the company provides a service, there is not a stock of inventory while the land is planned to be
always available to be rented to new members until reach the maximum capacity of Eco garden.
7.3.
The total 33440 turns into 27755 net income, because it has been estimated a 17% income tax.
A modest amount of 453 is expected at the end of first year but will be increased as the company
grows and land rented.
7.4.
It is estimated positive cash flows for all the 5 periods because of the profitability level of the
company.
7.5.
Projected Balance Sheet
Balance sheet for the first year includes the investment made by the partners at the start-up. The
partners will have an equal participation on net profits, but it is stated they will keep their money in
the company along the first 5 years.
7.6.
Break-even Analysis
With a 3 different prices schemes, the company have alternative break-even analyses. The average
unit price is estimated in 8 and the total variable costs are 5054 for a total rent of 1900 m.
Then, the average variable cost is 2,66 ( 5054 / 1900 m). Fixed costs are 800 monthly, 9600
per year
Units (in m) to be sold in order to reach break-even point:
X=
96 00
=1 797 , 75
82,66
This break-even point is well reached during first period and require to sell at least 8 Bronze, 4
Silver and 3 Gold packages respectively.
7.7.
Business Ratios
Activity ratios
Total assets turnover (TAT):
TAT =
TAT =
Sales
Total assets
15200
=2,20
7500
This is a positive results for the first year, since indicates that the company produces
2.20 worth of sales for every euro invested in total assets.
Liquidity ratios
Quick ratio:
QR=
QR=
Current assets
Current liabilities
2 80 8 2
=15 , 21
1846
At the end of the 5th period of the project, the total assets (cash) covers by 15,21 times the total debt
(income taxes)
Profitability ratios
Gross margin ratio (GMR):
Gross margin
Net sales
33 440
GMR=
=0, 2964
112800
GMR=
At the end of the 5th period of the project, the margin of profitability (excluding fixed expenses)
will be more 29%
Net profits
Net sales
277 5 5
PMR=
=0, 2460
112800
MR=
At the end of the 5th period of the project, the margin of profitability (including fixed expenses and
taxes) will be more 24% which makes this project a very profitable one and a desirable option to
invest.
7.8.
Risk Assessment
Eco garden might face the challenges of soil erosion or degradation because of the intensity of the
human interaction with the land. With a limited area to work with, it is not considered in this
project a substitution or switching the rented land to customers in this case. This could generate
undesirable (and also unaffordable) cost. The best solution to this problem is purchasing and then
applying the best organic materials available in the market. This should be includes in the selling
price, as it can afford it. This matter is particularly important, not only under the financial
perspective, but also to the social and environmental point of view and the companys image.
7.9.
Harvest Strategy
A description of plans related to asset transfers, ownership changes, and successor identification.
The company will intend to expand its business by renting or even purchasing new land in another
place with similar conditions. While the investors are able to make withdrawals whenever they
decide, they will be encouraged to stay their funds into the company. The plan would be diversify
the options and services provided. The company will accept another investors and partners as they
get involved with the same conditions than the founders and they will be mutually responsible just
in proportion to the investment made. All the rights and liabilities derived from this partnership are
transferable to the direct partners relative or their creditor as Slovenian laws states.
8.
Appendices
Appendices:
1.
2.
3.
4.
5.
6.
7.
8.
Title
Title
Title
Title
Title
Title
Title
Title
(Additional evidence supporting validity and feasibility of the business plan (references, letters,
contracts, market research data, charts, tables, price lists, financial statement simulations, etc.).)
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