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STORE TO DOOR// BUSINESS PLANSTORE TO DOOR, is a meal delivery subscription service based in California, Couva. Its key function is to supply, pre-packaged nutritious meals for busy individuals in a quick and convenient method.
Team Alpha
7/22/18
BUSI 3018
00
STORE TO DOOR// BUSINESS PLANSTORE TO DOOR, is a meal delivery subscription service based in California, Couva. Its key function is to supply, pre-packaged nutritious meals for busy individuals in a quick and convenient method.
Team Alpha
7/22/18
BUSI 3018

Statement of Confidentiality and Non-DisclosureThis document contains proprietary and confidential information. All data submitted to Mr. Neal Alleyne is provided in reliance upon its consent not to use or disclose any information contained herein. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document’s content of its confidential nature.

The recipient agrees to instruct personnel who view this proposal that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by, the public. The recipient also agrees not to duplicate or distribute or permit others to duplicate or distribute any material contained herein without STORE TO DOOR’s express written consent.

STORE TO DOOR© retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material and multimedia.

BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFREMENTIONED STATEMENT
Table of Contents
TOC o “1-3” h z u Statement of Confidentiality and Non-Disclosure PAGEREF _Toc520126359 h 1Executive Summary PAGEREF _Toc520126360 h 4Business Description PAGEREF _Toc520126361 h 4Product and Services PAGEREF _Toc520126362 h 4The Market PAGEREF _Toc520126363 h 4The Opportunity PAGEREF _Toc520126364 h 4The Solution PAGEREF _Toc520126365 h 4Competition PAGEREF _Toc520126366 h 4Risk and Opportunities PAGEREF _Toc520126367 h 5Start-up Requirements PAGEREF _Toc520126368 h 5Business Description PAGEREF _Toc520126369 h 7Mission Statement PAGEREF _Toc520126370 h 7Values and Mission PAGEREF _Toc520126371 h 7Keys to Success: PAGEREF _Toc520126372 h 7Company Description PAGEREF _Toc520126373 h 7Goals and Objectives PAGEREF _Toc520126374 h 8Critical Success Factors PAGEREF _Toc520126375 h 8Company Ownership PAGEREF _Toc520126376 h 8Product/ Services PAGEREF _Toc520126377 h 9Product/Service Description PAGEREF _Toc520126378 h 9Unique Features: PAGEREF _Toc520126379 h 9Research and Development PAGEREF _Toc520126380 h 10Production PAGEREF _Toc520126381 h 10The Marketing PAGEREF _Toc520126382 h 11Industry and Market Analysis: PAGEREF _Toc520126383 h 11Trends that characterize industry: PAGEREF _Toc520126384 h 11Competition Analysis PAGEREF _Toc520126385 h 11Marketing and Sales PAGEREF _Toc520126386 h 13Market Segmentation Strategy PAGEREF _Toc520126387 h 13Promotion and Advertising Strategy PAGEREF _Toc520126388 h 13Sales Strategy PAGEREF _Toc520126389 h 14Development PAGEREF _Toc520126390 h 15Development Strategy PAGEREF _Toc520126391 h 15Operations PAGEREF _Toc520126392 h 16Location PAGEREF _Toc520126393 h 16Inventory: PAGEREF _Toc520126394 h 17Suppliers PAGEREF _Toc520126395 h 17Financials PAGEREF _Toc520126396 h 18Start-Up Costs PAGEREF _Toc520126397 h 18Income Statement PAGEREF _Toc520126398 h 0Balance Sheet PAGEREF _Toc520126399 h 0Break Even Analysis PAGEREF _Toc520126400 h 0Offering / Funding Request PAGEREF _Toc520126401 h 0Risk/Opportunity PAGEREF _Toc520126402 h 0

Executive SummaryBusiness DescriptionSTORE TO DOOR is based on the idea to provide healthy food, nutrition, cooking and a desire to make access to healthy food as easy as possible for as many people as possible in the Central district mainly in California, Couva.

Product and ServicesSTORE TO DOOR© is a meal delivery service which supplies, pre-packaged nutritious meals for busy individuals in a quick and convenient method. All of the planning, shopping, food preparation and recipe direction will be provided to help make it easier for customers to enjoy their time while cooking.

The MarketThe market structure takes after a focus/differentiation model; which seeks to dispose the need for the “middle man” such as distributors or wholesalers and nearly eliminate food waste from our supply chain, which tends to be major cost items for conventional food supply chains.

The OpportunityAn opportunity emerged for the need to eliminate the need for planning, shopping and stressing about meals while at the same time diminishing the amount of food being wasted. Our value proposition rests on five columns: an enjoyable cooking experience, customization and personalization, providing high value for money, catering towards high convenience and a bigger offering.

The SolutionA meal kit plan that fits each of our customers’ lifestyles, guided by data-driven meal design and menu optimization with product innovation. The model utilized seeks to provide flexible ordering with just-in-time delivery and little inventory.

CompetitionThere are approximately 20 groceries/mini-marts within the Couva district; there are no companies /firms that provides this unique service in Couva and only four (4) companies that provide this service in Trinidad. From a survey carried out it was determined that the main source of competition is from offline (storefronts) grocery retail and online/offline grocery delivery service providers, as well as from potential new market entrants.

Risk and OpportunitiesSTORE TO DOOR defines risks as the possibility of negative deviations of actual business performance from the planned targets or objectives, while opportunities represent the possibility of positive deviations. The Management of STORE TO DOOR bears overall responsibility for setting up and operating an effective risk management system for the STORE TO DOOR Company. This is done by checking the key dangers and opportunities which would be supported by internal audits.
We do not seek to avoid risks at all costs, but to carefully weigh the opportunities and risks associated with our decisions and our business activities, from a well-informed perspective. Against this backdrop, opportunities should be exploited to generate income or increase the company’s value and risks should be assumed only if they remain within appropriate limits that are acceptable to the company.
Thus, risks should be limited to a level deemed acceptable by the company’s management by taking appropriate measures, or, in those cases where risk mitigation is not considered advisable, be avoided or monitored closely. All risks identified are quantified based on their likelihood of occurrence as well as their potential impact. In order to fully understand and highlight the effectiveness of the mitigation measures all risks are assessed on a gross risk basis (before mitigation measures are in place) and a net risk basis (considering mitigation measures already existing).

Start-up RequirementsStart-Up Requirements Total Cost, $
Start-Up Expenses to Fund Legal 60,000.00
Stationery, Etc. 50,000.00
Insurance 20,000.00
Rent 120,000.00
Computers 25,000.00
Kitchen Supplies 10,000.00
Janitorial Supplies 2,400.00
Other 320,000.00
Total 607,400.00
Start-Up Assets To Fund Cash Required 160,000.00
Start-Up Inventory –
Other Current Assets 120,000.00
Long Term Assets 240,000.00
Total Assets 520,000.00
Total Start-Up Requirements 1,127,400.00

Business DescriptionMission StatementThe mission of STORE TO DOOR© in the development of this meal delivery service:
Construct a financially feasible commercial business which employs local farmers and develop proficient employees.

Foster stronger relationships between local and foreign businesses.

Create nutritious, creative meals, which are easy to prepare and are well balanced.

Ensure that services are provided on time and in a professional manner.

Make the lives of the residents and workers in the area easier.

To increase market presents to international clients by the end of five years.

Values and MissionTo continuously improve on the product/services offered by the company for it to become and remain financially competitive to deal with and capitalize on the extensive development of the industrial estate in Pt. Lisas.

Keys to Success:STORE TO DOOR© has identified three keys to success, all of which are necessary to achieve sustainable profitability:
Identify the products that the market demands and sell a wide range of options.

Build long-term customer relationships with exceptional customer service.

Plan and actualize a few e-commerce web entries for deal and publicizing.

Company DescriptionSTORE TO DOOR is based on the idea to provide healthy food, nutrition, cooking and a desire to make access to healthy food as easy as possible for as many people as possible in the Central district mainly in California, Couva.

Wishing to maintain our independence in the future, we rely on longevity and sustainable action in support of the development of STORE TO DOOR. The diversity of cultures and people in our group offers us significant innovative potential and promotes the progressive development of our business. Our diversity is integrated based on mutual respect, trust and fairness. All of our activities are guided by basic moral values and legitimate standards.

Goals and Objectives•To provide quick, healthy, affordable meals for persons on the go.

•To provide excellent services for customers collecting meal kits.

•To increase market share over a three-year period.

•To be recognized as a distributor of food/meal kits and wine/spirits in Trinidad.

•To provide online food services for individuals.

•To offer a subscription service in which customers receive a weekly box of recipes and meal ideas.
•To provide ice packs, plastic packaging, meat packing, insulation materials, and other related products.

Critical Success FactorsIn order to reach our goals and objectives, we must:
•Best Quality
•Packaging
•On-time delivery
Company OwnershipName of Owners as of 12/07/2018:
Curshell Phillips
Anisa Rivers
Jade Jacobs

Product/ ServicesProduct/Service DescriptionSTORE TO DOOR© is a meal delivery service which supplies, pre-packaged nutritious meals for busy individuals in a quick and convenient method.

These meals will be chosen from a set menu designed weekly by the STORE TO DOOR© management and will be packaged and delivered to your desired location. All of the planning, shopping, food preparation and recipe direction will be provided to help make it easier for customers to enjoy their time while cooking.

Our service offers customers the ability to
Spend less time in the kitchen
Spend less money on eating out/fast foods
Homme style meals and healthy eating
Socialization
Less time wastage in grocery shopping
Our menus and portions are tailored for dietary concerns while portions can be upsized. Furthermore, this service offers various dishes/recipes based on local and foreign cultures as well as the option of purchasing wines/ spirits which complement the meal chosen.

Unique Features: Some unique features that the service possesses are:
A meal kit plan that appeals to each of our customers’ daily lifestyle
Data-driven meal design and menu optimization
Product Innovation
Flexible ordering model
Just-in-time delivery
Zero inventory
Research and DevelopmentSTORE TO DOOR constantly strives to optimize the existing processes and pursue development projects which will create future economic benefits. We have developed our own purchasing ordering tool on our website which allows the procurement department to generate purchase orders for all our suppliers and securely store these.
Similarly, we invested in logistics management tool which allows the company to efficiently manage delivery options. A further project is to improve the IT infrastructure to allow us to scale the number of developers, increase productivity and speed whilst restricting the costs.

ProductionEmployees/ Labour Requirements:
Human Resources and Administration Manager
Chief Chef
Sales and Marketing Manager
Accountant / Cashier
Distribution Van Drivers
Cleaners
Suppliers:
Farmers
Wholesale retailer
Capital Equipment:
Packaging area
Kitchen
Office space
Vehicles
New and Follow-On Products and Services
Snack delivery service
Wine delivery service
Cooked food delivery service

The MarketingIndustry and Market Analysis:Food represents the biggest area of consumer spending; accounting for 60% of their monthly budget. When it comes to shopping for health and wellness products, studies have suggested that 30% of consumers prefer to purchase a healthier version of a product, while 27% of have switched to a healthier alternative.
The market structure takes after a focus/differentiation model; which seeks to dispose the need for the “middle man” such as distributors or wholesalers and nearly eliminate food waste from our supply chain, which tends to be major cost items for conventional food supply chains.

The global meal kit delivery service market is expected to grow at a compound annual growth rate (CAGR) of 20.51% during the period 2018-2022 however, the following factors will affect our market: competition (grocery/mini-mart), price of products/services, national economic factors, technological innovation and app management, proximity to major road networks (transportation of goods, ease of access), proximity to homes, taxes on food importation and availability of qualified cooks and recipe makers.

The proposed service has the ability to operate as a micro-business under large-scale condition. STORE TO DOOR seeks out ways to tap into these households through referrals from our client base and by expanding brand awareness through a quantitative approach to marketing and publicizing. We accept that growth in our markets will be driven by the basic tailwinds that are moving customer practices towards a more beneficial and more nourishment cognizant way of life, a focus on convenience and a trend towards clients inquiring for higher quality and transparency.

Trends that Characterize the industry:An increase in online and mobile engagement
An increase in food nutritional awareness
The growing appreciation of the advantages of meal kits
Competition AnalysisThere are approximately 20 groceries/mini-marts within the Couva district; there are no company/firm that provides this unique service in Couva and only four (4) companies that provide this service in Trinidad. From a survey carried out it was determined that the main source of competition is from offline (storefronts) grocery retail and online/offline grocery delivery service providers, as well as from potential new market entrants.

In the event that, we are unable to or increase demand for meal kits or to adapt services provided effectively to changes in client conduct, we may not be able to retain the existing customers and draw in new customers. Also, we depend on third parties for the supply of our ingredients, which can lead to material adverse effects on our business and reputation, in case if suppliers fall flat to supply products that meet our specifications or comply with regulatory requirements.

The more competition we face in our markets, the more troublesome it is to discover new customers and to hold existing ones. These negative impacts of expanded competition are, to a certain degree, counter balanced by higher notoriety of our business model in markets with more competition, which implies that we have to spend less to clarify our offering to potential clients.

Source Strength Weakness
Supermarket Cheap (for some products)
Range of food available (yearly)
Convenient (one-stop shop) Hidden costs
Variable quality
Loss of product freshness
Alienating environment
Corner Shop Convenient
Friendly service
Can have some local products Limited range
Expensive
No fresh produce available
Market Local produce
Friendly well-informed service Intermittent
Not sustainable
Internet Convenient
Wide Range Expensive
Shipping restrictions
Clearing fees &Taxes (Tax levy)
STORE TO DOOR Convenient
Fresh produce, reputable suppliers
Less food wastage
High quality
Friendly well-informed service
Halal foods No “brick and mortar” store front
Limited supply of recipes
Limited range compared to supermarkets
Marketing and SalesMarketing expenses represent costs associated with the promotion of goods and include online and offline marketing expenses, promotion of the brand through traditional media outlets, the production and distribution of gift cards, photo production, costs related to customer care activities and other costs associated.

Market Segmentation StrategyFamily households with children under 18years old
Family households with no children living at their home, (Couples)
University students

Promotion and Advertising StrategyAt start-up, we will begin a focus advertising campaign towards the targeted segments in our geographical area, Couva. Advertising will be updated using follow-up research.

Advertisements in the Newspaper
Direct mail advertisements/Flyers
Flyers/Pamphlets available at shopping centres and grocery stores throughout the district
Dynamic website
Event sponsorship of youth team
Discounts and referrals codes for existing/new customers
Sales StrategyThe company will primarily generate revenue from the sales of food ingredients along with corresponding recipes. Revenue is measured considering received or receivable, and represents amounts receivable for goods supplied, stated net of promotional discounts, rebates, allowances for customer loyalty programs and value added taxes. Promotional discounts and rebates are primarily granted to first-time customers. Furthermore, the Group may participate in selling vouchers through external marketing providers at a discounted value. Sales of such vouchers are only included in revenue when a voucher has been redeemed and the corresponding box has been delivered.

DevelopmentDevelopment StrategyWebsite Market:
The company’s online presence is extremely important and is a key aspect in our marketing mix. It will be used as a marketing tool to attract new and returning customers and as a sales tool to select menus and make payments. The company’s logo will be imprinted on all supplies used by the company and thus making return business more convenient
The majority of our potential clients will be directed to our website first, as the introduction to our service, prices and availability. This reduced time and staff which in turn lowers cost and also provides more details about the scope of our company.
To encourage customers/clients to use our service, we will offer special discounts to those who register and pay online. The main factor that affect this level of activity is ease of use and customer service.Location

Figure SEQ Figure * ARABIC 1: Location of Target Market
We believe that there is a significant room for growth in our business category in the Couva/Pt. Lisas area. The total amount of persons within the Couva/Pt.Lisas/Talparo area is estimated to be around 178,160 dated 2011. Our test market however is estimated to be around 100 persons with the potential to grow to around 1,782 persons which accounts for approximately 0.01% of the population by 3 years. The number of clients is expected to grow steadily as the company create interest in potential customers by their services in the target markets.
Aside from increasing market penetration, we see a great opportunity in expanding the scope of meal occasions for our target audience Focus is mainly on dinners but also experimented with lunch and breakfast options. Moreover, we are trailing other additional production lines such as fruit baskets, wine, snacks and retail meal packages.

Inventory:Since we operate with a just-in-time delivery there is almost zero perishables on inventory. Following the cut-off time for our customers to withdraw from a meal delivery for a given week, we are able to specify exact quantities to our suppliers and the exact day and time when certain quantities will need to be delivered to our manufacturing sites. Typically, dry goods are delivered once a week to our fulfilment centers and perishables goods on a daily basis. We then assemble and pack the individual deliveries with all the necessary ingredients. Ingredients are typically pre-portioned to match the corresponding recipes which are then hand delivered by our own delivery service. Depending on the market, ingredients are either delivered in boxes layered with insulating liners and ice packs to keep perishable ingredients cool or using refrigerated vehicles. This enables us to deliver our boxes with a very high level of freshness. Almost all deliveries are free of charge to customers.

SuppliersSupplier Product/Service
Price-smart Grocery, Meats, Vegetables, Lentils Liquor
NAMDEVCO Wholesale Markets Market Products
Mobile App Developers-Trinidad Mobile App
Our aim is to pay suppliers within a two-week grace period, this would allow further expanding our network of trusted suppliers and continued to leverage more favorable supplier terms.

Perishable products account for significant proportion of the ingredients in our meal kits and there is a dependence on the direct relationship between wholesalers and producers.
If suppliers do not source new products or deliveries are over estimated; it affects the supply chain as our produce may not be deemed fresh by the consumer
FinancialsSTORE TO DOOR expects strong sales based on research into our target market, lack of direct competition and the experience, reputations and know-how of its owner/managers. By steadily repaying our long-term loan and holding down costs will obtain a profit will be generated. The major fixed expenses are payroll and rent.

Start-Up Costs. LINK Excel.Sheet.12 “Book1” “Start-Up Requirements!R1C1:R19C3” a f 5 h * MERGEFORMAT
Start-Up Requirements Total Cost, $
Start-Up Expenses To Fund Legal 60,000.00
Stationery, Etc. 50,000.00
Insurance 20,000.00
Rent 120,000.00
Computers 25,000.00
Kitchen Supplies 10,000.00
Janitoral Supplies 2,400.00
Other 320,000.00
Total 607,400.00
Start-Up Assets To Fund Cash Required 160,000.00
Start-Up Inventory –
Other Current Assets 120,000.00
Long Term Assets 240,000.00
Total Assets 520,000.00
Total Start-Up Requirements 1,127,400.00

center45720000Income Statement
Balance Sheet
Break Even AnalysisContribution Margin 0.28
Breakeven Sales $ 220,202.89

Offering / Funding RequestRisk/OpportunitySTORE TO DOOR defines risks as the possibility of negative deviations of actual business performance from the planned targets or objectives, while opportunities represent the possibility of positive deviations. The Management of STORE TO DOOR bears overall responsibility for setting up and operating an effective risk management system for the STORE TO DOOR Company. This is done by monitoring of the key risks and opportunities which would be supported by internal audits.
We do not seek to avoid risks at all costs, but to carefully weigh the opportunities and risks associated with our decisions and our business activities, from a well-informed perspective. Against this backdrop, opportunities should be exploited to generate income or increase the company’s value and risks should be assumed only if they remain within appropriate limits that are acceptable to the company.
Thus, risks should be limited to a level deemed acceptable by the company’s management by taking appropriate measures, or, in those cases where risk mitigation is not considered advisable, be avoided or monitored closely. All risks identified are quantified based on their likelihood of occurrence as well as their potential impact. In order to fully understand and highlight the effectiveness of the mitigation measures all risks are assessed on a gross risk basis (before mitigation measures are in place) and a net risk basis (considering mitigation measures already existing).

The likelihood of occurrence refers to the statistical or estimated probability of a risk issue occurring, it is stated as a percentage. The likelihood of the occurrence is determined by choosing one of the given probability ranges which are shown in the table:

Based on the assessment of the likelihood of occurrence and the impact, all identified risks are classified and visualized in the following risk matrix:

The risk matrix facilitates the comparison of the risks relative priority and increases transparency over STORE TO DOOR total risk exposure. In addition, the categorization of risks from “very low” to “very high” is used to determine which risk information needs to be provided in more detail to the Management team of the company and which risks could impact the ability of the company to continue as going concern are reported immediately once identified.

The threat that is likely going to confront us is the fact that we are competing with already established Fast Food businesses in Trinidad-Couva and there are other entrepreneurs who are likely going to launch similar business within the location of our business and of course, compete with us in winning over the available market. Another threat that we are likely going to face, is unfavorable government policies and of course economic downturn. Usually economic downturn affects purchasing / spending powers.

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