A Summary Memo of the Business Plan Presented by Wholesome Food Center

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Date Week 1： Idea and company
Wholesome Food Center located in Fort Myers or Ft. Myers, Florida will focus on the sale and provision of groceries and foods healthy foods, in line to meeting human needs. There is increased demand for organic and all-natural food brands in the US as the economy has strengthened, but still, the inflationary costs have influenced some to choose private labels instead of the higher priced premium brands (Ibis World). There is a wide variety of processed foods, which are more likely to be high in fat, sugar or salt, but there is also growing demand for affordable healthy food products, and improving health and making better lifestyle choices.
In the first year of operation Wholesome Food Center will start in the market offering fresh fruits and vegetables and satisfying consumer needs, and then add dairy products and beef that are sourced from carefully selected producers to ensure they are safe and healthy. The store sells healthy products, and the store relies on the supply chain of healthy products or foods. The business has trained and competent human talent to advise customers when making their purchase and thus through the attention specialized recommend foods that promote consumer health and care according to their needs.
This is a form of a business partnership where there is a major partner with 40% and two others each owning 30% partnership allows the partners to share their investments, responsibilities, and workload and make mutual decisions. There is an option of selling investment or shares to the major partner who has management and industry experience allowing him to make major decisions. This may be necessary when there are differences in perspectives, strategic decisions as well as whether to change how they share profits and losses
I am motivated to start the business as I am interested in healthy eating practices and as a way to grow a viable business that meets the consumer needs and expectations. To actualize the business plan there is marketing the business, reaching the target market and financing to support the business in the first year of operation. The two major markets are young families and students and these are consumer segments that are open to healthy eating practices, and especially the families with young children. The business will sell a variety of food products, whose prices are competitive and affordable to the target market.
There is a focus on customers who meets the description of our buyer persona and who has also contacted us to request more information. As such, the use of social media platforms and growing demand for healthy products requires that there are healthy alternatives. There is a growing community where the store will be located that is open to natural food stores there is foot traffic in an area that is easily accessible. the business is part of the community and with time there will be increased participation in the local community services.
Customer prospecting where there is a focus on capturing potential customers and converts them into leads and generates sales opportunities.
Week 2： Marketing Plan
Customer description
Wholesome Food Center will focus on families and students as the two primary targets. Young families with children are increasingly moving to Florida with low taxes and Fort Myers is one of the less expensive areas to the major cities. The area attracts shoppers and young families want areas that are easily accessible are a community environment and are family friendly. The families are mostly middle income customers who are concerned with healthy eating. Students are one group, who are well informed about food choices, but some are price sensitive and there is a need to make the products affordable. The target customers get information online and through word of mouth.
Wholesome Food Center’s strategies are aimed at the positioning of the organization to reach the target market for those who are concerned with healthy eating habits and healthy food. Sales and marketing help to generate positive responses in the short, medium and long term to support the growth of the business. Producers who are concerned about the safety of their food products, but there is a lack of local and national recognition, which may affect growth. There are 100% natural products, free of additives and low in calories that represent servings recommended at the nutritional level. Wholesome Food Center is easily accessible and the store a convenient place to shop.
There are different techniques aimed at generating the interest of potential client about the product and the first being carrying out a prior analysis of the customer needs. This helps to determine what can generate the most interest from your potential client. Then the business strategy emphasizes increasing interest and carrying out the final sale. In this sense, use your commercial arts so that the potential client ends this first prospective meeting with the feeling that you have understood their needs and that you are capable of offering a product or service adapted to their interests. Customer promotion and meeting their needs and expectations is necessary to improve sales.
The price depends on the product such as 1 apple is $ 4.00, and a large avocado is $ 1.50, but if organic it is $ $2.00. A dozen organic pasture eggs are $ 7.50 and beef steak $ 15.59/ lb. There are different other products and the price is determined based on the cost of purchase and other costs, while also comparing prices with competitors to determine that there are competitive.
The sales strategies, which are intended to improve business as there is recognition and positioning in the local food market through its sales. To achieve this, there are marketing campaigns to attract new customers and formalization of new agreements with key partners and clients. There is a focus on promoting products, through advertising, digital marketing and promotion. Digital marketing also helps to reach future clients. The store also offers discounts as the food products are meant to be affordable and serving the local community there is the guarantee of quality products and services to meet the customers’ needs and expectations as well as preferences and tastes.
Sales are through the store, and as the business grows, Wholesome will leverage online shopping to meet customer needs and expectations. The online shopping option and the use of social media platforms will help to market marketing healthy products and create awareness about the impact of healthy choices and eating habits. Building credibility and trust with the target market is especially to gain their support. While there will be no store online in the first year of operation, and this option will be developed from the second year of operation.
Week 3: A simple Financial Plan
Based on the annual sales projection the sales revenue is $ 350,000 in the first year of operation and the cost of sales is $ 107,000, meaning that the gross profit is $ 243,000. Additionally, the total operating expenses are estimated as $221,800, while the non-recurring expenses are $5,000 meaning that the total expenses are $226,800 and when considering all the taxes the net income are $ 7,187.The profits in the first years of operations will be reinvested to target business development and grow the business.
Startup costs
The startup costs are mostly the inventory and equipment, $120,000 is required there is $60,000 investment from the partners and $ 60,000 bank loan.
Start-up Expenses to Fund

$70,000

Start-up Assets to Fund

$50,000

Total Funding Required

$120,000

Costs to operate the business
Wages and salaries

 

108,000

Outside services

 

2,000

Supplies

 

3,500

Meals and entertainment

 

6,000

Telephone

 

1,800

Utilities

 

12,000

Insurance

 

18,000

Repairs and maintenance

 

2,000

–List necessary capital purchases
* Equipment
* Computer equipment
* Furniture and fixtures 
Review sales forecast from marketing plan
Based on the projections there will be increased sales revenue and profits over time as the business continues to grow. There is an assumption that there will be a 10% growth in sales revenue for the each of the first three years. Therefore, in the first year when the revenue is $350, 000 this will increase to $ 385,000 in year 2 and in ear 3 the sales revenue will be $423,500.
–Profit & loss statement (1 year) - attached as appendix
Week 4: Business Plan- Summary Memo
The business name is Wholesome Food Center and is located in Fort Myers or Ft. Myers, Florida will sell/ provide groceries and foods in the healthy food store. The business will offer the best value and quality of foods and groceries to meet consumer needs and demand. This business plan highlights the business objectives and strategies to be carried out as well as different aspects of the business. Marketing the products as chemical-free fruits and vegetables that are mostly locally grown may influence potential customers who are keen on healthy eating and sustainability to purchase the food products. A business plan is necessary to evaluate the availability and profitability of the business. The one-stop healthy store will serve the growing population, but there is also a need to create awareness and market the business to increase demand. The business is in an easy to access location.
This is a form of partnership where there is an owner and two other members and family members will help in managing from time to time besides the employees. While the management of the firm that will be headed by the three partners with backgrounds in management, there is one major partner who has knowledge of organizational decision-making matters and the food market.
The marketing and distribution of healthy products, that contribute to the improvement of health and there is an emphasis on the development of a better lifestyle. In the first year of operation, the business will start by offering a limited range of products between fresh fruits, vegetables and will later add dairy products, fish and beef. For the animal products, there is a careful selection of the producers to determine the origin. There is growth in t...