Business Plan

Topics: Marketing, Strategic management, Coconut Pages: 13 (4173 words) Published: December 7, 2012
University of the West Indies
Arthur Lok Jack, Graduate School of Business
INBA 6845 Design & Management of Innovative Start Ups

Table of Contents
Executive Summary3
Marketing Strategy7
Competitor and Risk Analysis10
Financial projections13
Milestone Schedule15
Information Technology17

Executive Summary
The purpose of this business plan is to gain financing for the proposed merchandising and distribution of In de Coco product. In de Coco is a high quality, eco-friendly, bio-degradable, versatile vessel which can also be used as a souvenir. These products are made from coconuts which are available in abundance on the island. According to, “coconut seems to have a special place in Primal hearts. Judging from the forums, people are pretty taken with the fatty pseudo-nut and they’re always interested in new ways to consume the stuff.” The management team of In de Coco consists of a board of highly qualified individuals considered stakeholders in our field of endeavor and community. The business team consists of the following individuals who will occupy offices in their respective fields; Calida Schamber- Marketing and Advertising, Kelvin Regisford- General Manager, Kristy Comissiong- Financial and Procurement, Susan Cadogan-Tenders and Bids, Tahirah David- Corporate Social Responsibility. In de Coco company plans to capture the hearts of potential customers through our well organized strategic marketing strategy which consists of product launch, advertisements in local and regional magazines, social network and websites to a virtual store. There are also plans to make these exotic products available to the markets at a medium to high price coupled with a premium quality which will be distributed throughout the region using strategic partners, souvenir shops and high end restaurants and bars within the hospitality industry. In pursuing our corporate strategy the company utilized the Porter’s Five Forces Model to identify our strength and weakness in respect to our main industry rivals, competitors, suppliers and new entrants. The company plans to engage in incremental innovation in the first five years of operation to be followed by radical innovation which we believe will assist in the company’s sustainability, by capturing the local, regional and global markets. This would help to accomplish our corporate objectives which are, to generate a minimum ROI of 15% in the first five years, to be the market leader that produces premium souvenir products and to grow sales units by a minimum of 1000 units each year. Description of Business and Industry

Our team is formulating a business plan for the developing, marketing and sale of our creation, In de Coco. Product Description
In de Coco is a high quality, eco-friendly, bio-degradable, versatile vessel which can also be used as a souvenir. It will be made from coconut shells which will be sanded and used as a canvas for carving the island’s exquisite culture. All treatments added for beautification will be organic in nature. Vision Statement

To be the leading merchandiser and distributor of In de Coco globally. Corporate Objectives
1.To generate a minimum ROI of 15% in the first 5 years.
2.To be the leading player in Tobago and the region (i.e. to capture 90% market share by the first 5 years). 3.To be a premium and niche provider of our unique souvenir product, In de Coco. 4.To grow our sales units by minimum of 1000 each year for the first 5 years. 5.To be considered a corporate social responsible corporate entity. How we capitalize on the Tobago Arts and culture?

Tobago is the beautiful twin island of Trinidad. While they maintain a close proximity there are unique in their culture and it is this aspect that we capitalize on. ·Craftsmanship
We tap into the surviving craftsmanship on the island by subcontracting their skills to produce our vessel. Each vessel will be uniquely...
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