business plan (smoothy juice)

1. 1. Business Plan JUICE COMPANY HEAD OFFICE: Smoothy Juice Co. Ltd 23/4,
Dhanmandi 4/A, Dhaka Dhaka-1215 E-mail: smoothy_co@yahoo.com Website:
www.smoothy.com.bd FACTORY: Smoothy Juice Industry Limited Ashulia, Saver,
Dhaka 1
2. 2. NAME AND ADDRESS OF THE PRINCIPALS A. F. M. Rubayat-Ul-Jannat
Shajahan Munshi 73/9, 8/A Dhanmondi 15, Dhaka Narayongonj, Dhaka Cell:
01675031827 Cell-01717431244 Email: rubayat_rajeev@yahoo.com E-mail:
munsi.hemel@yahoo.com Nafij Ahmed A.Z.M Shahadot Zakir Hossain road,
Mohammadpur, Road no. 15 Sankor. Dhaka Dhaka. Cell-01714462940 Cell-
01711014204 E-mail: s22link@yahoo.com E-mail: nafijahmed@yahoo.com Shahinur
Akhter Shaila Parvin Shantu Road no-4/a, Dhanmondi, Dhaka. 41/30 Mohammadpur
Chanmia Housing, Cell-01911445453 Dhaka. E-mail: shahinurakhter@yahoo.com Cell-
01722134026 E-mail: sp_shantu@yahoo.com 2
3. 3. NATURE OF BUSINESS: We form our business as a “partnership” business. The
types of our business are Manufacturing Juices, Distributor/ Wholesaler STATEMENT
OF FINANCING NEEDED: Initial financing requested of the company is 4,00,00,000
taka loan to be paid off over five years from Brac Bank Ltd.. This debt will cover office
space, office equipment, and for supplies two leased vans, advertising and selling cost.
The partners provided 11,00,00,000 taka jointly. So, the total cost of the project estimated
at 15,00,00,000 taka. Share of the Profit and Loss NAME OF WORKING PARTNER
SHARE OF PROFIT SHARE OF LOSS 1. A. F. M. Rubayat-Ul-Jannat 25% 25% 2.
Nafij Ahmed 15% 15% 3. Shahinur Akhter 25% 25% 4. Shajahan Munshi 15% 15% 5.
A.Z.M Shahadot 10% 10% 6. Shaila Parvin Shantu 10% 10% 10% 25% 10% A. F. M.
Rubayat-Ul-Jannat Nafij Ahmed Shahinur Akhter 15% Shajahan Munshi A.Z.M
Shahadot 15% Shaila Parvin Shantu 25% 3
4. 4. Confidential Agreement The undersigned reader acknowledges that the information
provided by Shahinur Akhter in this business plan is confidential; therefore, reader agrees
not to disclose it without the express written permission of A. F. M. Rubayat-Ul-Jannat,
chairman Smoothy Juice Company Ltd. It is acknowledged by reader that information to
be furnished in this business plan is in all respects confidential in nature, other than
information which is in the public domain through other means and that any disclosure or
use of same by reader may cause serious harm or damage to membership. Upon request,
this document is to be immediately returned to chairman. ___________________
Signature A. F. M. Rubayat-Ul-Jannat Name (typed or printed) ___________________
Date This is a business plan. It does not imply an offering of securities. 4
5. 5. Executive Summery We have prepared report is based on “Business Plan on “Smoothy
Juice Company Ltd”. To prepare this report we have followed marketing research
methodology for whose are children and diabetic people. The information, on which the
total business plan stands, was the collection of data from the questionnaire made by
Smoothy Juice Company Ltd. To see the market need and wants. The survey took place
inside and outside of Dhaka. After analyzing questionnaires we made some plan about
location, building source of finance, price, product promotion, and Channel of
distribution. We selected our plant location at Savar and head office at Dhanmondi. So
we will get the raw materials easily. We will preserve 500ml, and 900 ml Orange,
 Mango, Cocktail Special juices. We keep our price relatively low than other soft drinks
and fruit juice. We will place our advertisement at television & banner. We will distribute
our product near by shop of Dhaka city in the form of bottle packaging so that consumer
can get it easily. The whole production process is in strict conformity with international
standards, and constant research and development all products. We are confident that our
products and services will satisfy the highest of standards Our pricing policy will be
reasonable and channel of distribution will be convenience. So our target customers will
get it easily. We hope that we will carry a good and competitive market share in soft
drinks industry. Smoothy Juice provided superior value to their customer who they
promised throwing advertising. So the customer are loyal the Smoothy Juice bran and
build long term relationships. Though it is exist in our country, but there is a great
potentiality in this sector. If we can able to flourish this sector by investing more, our
national economy will be flourishing. As well as there are lot of people may earn from
this sector and can increase their life style as well increase our GDP. 5
6. 6. Industry Analysis 6
7. 7. Industry Analysis FUTURE OUTLOOK AND TRENDS: Many juice companies are
already established. We determine our competitor as ACME, PRAN, SHEZAN,
FROOTIKA etc. Our company will be based on beverage products. We mainly want to
produce juice. It is a partnership business. Initially we prepare our business plan for three
years. Next three year we target that we capture 5% of total market share. When our
company will start, only three products we produce at that time. We wish to achieve a so
much customer and consumer response in 1 year. It wills our betterment of our company.
We get best wishes to our target customer and also the mind of the customer will
obviously great beliefs of our products. Because we mention that, our product will free
from sugar, fat & harmful chemicals. We expect the sales will be in next year
approximately TK 5.50 corer. Our product cost is TK 3,30,50,000. The return on
investment is 20% expected. ANALYSIS OF COMPETITORS: In food & beverage
market there are many renowned companies having their juice products.  Acme Juice 
Pran Juice  Frooto Juice  Frutica Juice Competitors Position  Shezan Juice Acme
Pran Frooto Frutica Shezan Slice  Slice Juice 8% 7% 12% 18% 30% 25% 7
8. 8. Now, we give a brief analysis about our competitor‟s market share. Competitor A B
Price D Our position C Performance MARKET SEGMENTATION: We segment our
market according to the demographic segmentation. In these segmentation criteria we
segment our customer according to: Age, Sex, Income, and Occupation. Our main target
customer is 60 % of diabetic people. 8
9. 9. Business Description 9
10. 10. Business Description Our business name is Smoothy Juice and we have different
varieties in juices drinks as well and our Smoothy Juice Industry is located in Asulia,
Savar, Dhaka. WHY SMOOTHY JUICE? Smoothy Juice is especially for the children
and diabetic people because it is a sugar free and diet juice. Smoothy Juice is also
providing the totally fresh juices. People are very much conscious about their health and
mostly people are like the fresh food rather than the Soda, Carbonated drinks. It will be
also favorable for children and health conscious people. PRODUCT & SERVICES:
FRESH JUICES: For the first time we are producing orange juice for testing the
consumer market. We are going to make fresh juices 3 flavors in juices available
throughout the year - Orange, mango and Cocktail special. SEASONAL JUICES: In
 seasonal juices we initially introduced Mango, Orange. OUR SPECIALTY Our specialty,
we produce juice for the children and health conscious people, because we reduce the fat
level on 0.5% and add extra vitamins and add some sugar that are best for diabetic
people.  100% pure juice  Pure Sugar free  Diet  Mixed flavor ( cocktail) 10
11. 11. SIZE OF BUSINESS: This business will produce & provide consumer product and
organize medium size business. Initially we will cover the 2 division of the country but
our prospect will be whole of the country. OFFICE EQUIPMENT: As a Medium
business we start our business with some necessary equipment. Our main office
established in 250 Square ft Space and industry is established in 3000 square ft space. We
arrange our main office with; 10 computers, 6 printers, 10 tables, 50 chairs, 10 fans, and
6 air- conditioners. These are our main office equipments but there are also some other
stationary and inventory. The inside view of our main office in Dhanmondi: Accounts
Department Department Marketing Conference room Department Production Chairman
Office Technology & IT Depyt. Department Planning HR & PERSONNEL: For our new
established business we will prefer skillful and capable employees who are also
experience personnel in their own sector. We will try to maintain quality full employees,
than quantity. 11
12. 12. BACKGROUND OF ENTREPRENEURS: ONLY CV 12
13. 13. Business Strategy 13
14. 14. Business Strategy OBJECTIVE:  Become as the Best New Juice Shop in the
Bangladesh  Improving the customer satisfaction through the good quality of products 
Turn in profits from the first year of operations.  The creation of unique, innovative and
healthy products that will differentiate Smoothy Juice from local juice shops  Four new
Outlets in next five years in other city of Bangladesh  To exceed 6 million in annual
sales by the third year of plan implementation. KEYS TO SUCCESS FACTORS:  Store
design that will be both visually attractive to customers, and designed for fast and
efficient operations.  Employee training to insure the best juices preparation techniques.
 Marketing strategies aimed to build a solid base of loyal customers  The products we
serve are of the highest quality. We combine this quality with great service and
atmosphere  Customer satisfaction with high quality juices and services  Competent
management staff whose makes the juices and shakes fresh and good quality  Location
is our key success factor means that on Asulia, Savar is very suit able for our business. 
Management that treats every employee equally. We create an atmosphere where
employee's love coming to work and can earn good money.  Our commitment to
providing excellent quality Juices at all times  Excellent Customer Service. Quick
delivery and each customer will be treated as would an honored guest in our homes 
Product quality. Not only great food but great service and atmosphere  The creation of a
unique, innovative, upscale atmosphere that will differentiate 14
15. 15.  Fresh juice daily will give customers a unique experience as well as excellent
product.  Maintain good relationships with reliable supplier  Repeat customers.
MISSION: Establish Smoothy Juice as the Local leading source of healthy energy in the
form of freshly juices with an uncompromising commitment to making a difference
through our values. VISION: Explore all over the Bangladesh from fresh juices,
providing for all their needs always with the assurance of outstanding quality. 15
16. 16. Production Plan 16
17. 17. Production Plan Whole of the manufacturing maintain by our employees and all the
raw materials will be purchased from our country and abroad and we produced our
product in our factory. MANUFACTURING MACHINERIES & EQUIPMENT AND
ITS PROCESSES Three basic disciplines are used in the process: 1. Mass transfer 2.
Heat transfer 3. Squeezing the orange JUICE EXTRACTION Firstly the oil is removed.
This process is carried out without causing damage to the fruit. It is done to avoid
undesirable flavors and obtain the highest possible level of aldehydes. 17
18. 18. Secondly the juice is extracted. The technology used involves cutting and squeezing
the orange and is different to many of the In-line systems used. The HRS process does
not damage the peel and therefore avoids contamination of the juice. Thirdly the juice is
separated from the husk and the seeds. With this process we reduce the bitter
constituents, obtaining a low reading for quick fiber and a low viscosity in NFC. The
resultant juice has a minimum content of the bitter constituents, an agreeable colour,
minimum natural oil content and an increased number of intact juice cells. The Limonina
content is also reduced. The average cell size in the pulp is increased with a higher
percentage of floating pulp. We must also highlight the fact that the process does not use
water during the extraction processes, the energy consumption has been optimized and
the contaminants contained in residual water have been minimized. REMOVING THE
BITTERNESS: Once the orange juice has been obtained we have to remove the
bitterness from the juice. This is done by a process designed to eliminate the limonina,
narangina y hesperidina from the juice. 18
19. 19. Specifically for Limonina the initial concentration could be as high as 20 ppm and the
final result should be less than 0,1 ppm. The process starts with stabilised fresh juice and
15 Brix reconstituted juice. They are centrifuged in order to separate out the pulp from
the juice. Lewait Bayer resin is added to the juice and it is then circulated to a storage
vessel where the thermal treatment is carried out. TREATMENT OF THE PULP AND
ASEPTIC FILLING One of the key aspects related to the treatment of the pulp is the
mass transfer. HRS Spiratube has developed a piston pump particularly suited to this
purpose, a pump which is hygienic and can develop pressures of up to 40 Bar. Another of
the fundamental aspects of the process is the thermal treatment which is carried out using
a triple tube heat exchanger (HRS Spiratube model AS). In this heat exchanger the
product flows through an annulus formed by tree concentric tubes making the units
especially useful for:  Fluids of high viscosity  Non-Newtonian fluids  Fluids which
contain small particles 19
20. 20. Finally the process uses an aseptic filler of the type “Bag-in-Drum” or “Bag-in-Box”,
both designed by HRS Spiratube, which allow the product to be packed into aseptic
containers. Preformed and pre-sterilised containers of between 5 and 1000 liters are
normally used. MX PASTEURISER The Pasteurisers MX series produced by HRS
Spiratube are characterised by the high speed of treatment, carrying out product de-
aeration when the product is cold and because little maintenance is necessary. HRS has
developed a new series of Pasteurisers, designated the MX series in which special
attention has been paid to the following features: Feature 1. Energy recovery. Up to 85%
of energy can be recovered which reduces the processing costs substantially. Feature 2.
Thermal treatment times are reduced. This results in a higher quality product being
provided. Feature 3. The design is hygienic. This results in a higher quality product being
provided. This key aspect of the design is the elimination of all dead zones within the unit
 where movement of the product is restricted. These zones are inevitable present in
traditional designs using product to product heat recovery particularly in the area of the
product entry into the headers. 20
21. 21. Feature 4. Reduction in space. The most visible aspect of the MX technology is the
reduction in size of the units. This has been achieved by eliminating the bends
interconnecting the units. Compared to a traditional design the volume needed for the
MX series can be reduced by up to 70%. In the specific case of orange juice production
we can take advantage of the MX technology because it allows us to use direct product to
product heat recovery. The result is a more compact pasteuriser containing significantly
fewer modules. As an example we can take the case of a plant processing 20 m3 per hour
of juice which requires a thermal treatment of heating the juice from 2°C to 98°C and
then cooling back to 2°C. With indirect recovery (using an intermediate water circuit) 30
units would be required, 22 of which would be for heat recovery. This system would
allow us to recover 80% of the energy used. In order to achieve recovery of 80% of the
energy using direct recovery (with unpasteurized product in the shell and the pasteurised
product in the tubes) we would require 16 units. If on the other hand we maintain the
original investment and use 30 units, all for direct recovery, we can recover 91% of the
energy, an additional saving of 11% in the energy used. We can quantify this saving of
11% in energy by assuming we use the process described (Heating from 2°C to 98°C and
cooling to 2°C) with a flow rate of 20.000 kg per hour of juice, for which we need 0,94
kcal per kilogramme per degree C. If the plant works for 20 hours each day this would
represent a saving of 3.970.560 kcal per day. This quantity of energy would require 7352
kg of steam per day which, assuming a cost of per kg, would give a saving of 220€ per
day. If the plant is working 365 days per year this represents a saving of 80.504€ per
year. CIP CLEANING SYSTEM The CIP (Clean in Place) cleaning system used by HRS
Spiratube is centralized with automatic control of the parameters. An outstanding feature
of this design is that it has automated practically all of the cleaning operations required in
the plant. 21
22. 22. THE JUICE MIXING ROOM The principal components are automatic systems for
mixing the product, controls for the components and the CIP cleaning operations. Mixing
takes place in tanks fitted with agitators in which we can programme the proportions of
the various constituents. The mass transfer of the constituents is carried out using
centrifugal or pistonpumps. 22
23. 23. SHIPPING The shipping area contains the chillers used for loading and unloading the
tanks. These chillers use MX and AS type heat exchangers that generate the best heat
transfer coefficients. The products must be chilled down to between 0°C and +2°C.
DRYING THE ORANGE PEEL In order to market the orange peel we must use a drying
plant. The first part of this plant is the hydrolysis zone which takes the peel coming from
the juice plant and adds lime [CaO]. When we have the hydrolyzed peel it passes to the
presses where we obtain a semi-solid product and a 23
24. 24. liquid. The liquid is passed to a further process of evaporation where we obtain a
concentrated liquid. The semi -solid product and the concentrated liquid are both passed
to the final dryer from which we receive the dry product. The Trommel type dryer can
use different types of fuel such as biomass, natural gas etc. and it is important to realise
that the exhaust gases from the dryer can be used as an energy source on the evaporation
 plant. Lastly, the product is passed to a pelletiser which gives the peel in a form which
can be sold. Graphical outlook of the manufacturing process 24
25. 25. PHYSICAL PLANT: Our Production Industry situated in Asulia, Savar near of
Baipayl and Fantasy Kingdom Park. The Physical plant is as follows: Industry View
Satellite View of Location Ware Workers House Accommodation R Raw O Storage
Finished A Area Good D OFFICE PRODUCTION AREA NAME OF THE SUPPLIERS
O RAW MATERIALS: In our Country: 1. Mr. Jamil Hossain, (Mango Suppliers), Office:
34/4, Saheb Bazar, Rajsahi. 2. Mr. Ahsan Mustak, (Mango Suppliers), Office: 15/4,
Olonker Mor, Rajsahi In Foreign Country: 1. Mr. Cyang Mo, (Orange Suppliers), Office:
45/7/A, Syncho Street, Cuong, China 2. Suching Rong, (Orange Suppliers), Office:5454,
Guya Lia Road, Jung Ki, China 3. Mr.Rathor Dash, (Varity Fruits Suppliers), Office:
Kashmir and Agra 4. Mr. Jone Smith & Jonson Height, (Other Raw materials), Office:
Fruit Fantasy; England 25
26. 26. Marketing Plan 26
27. 27. Marketing Plan MARKETING OBJECTIVES Maximum profit margin The big price
objective Smoothy Juice that they provided high quality product and satisfied the
customer with its product then juice Smoothy taken premium price to their customer
other than our competitors. Juice Smoothy contain maximum profit margin other than
their competitors. Quality leadership The main objective of Smoothy Juice that its
responsibility to provided best quality which they promised to their customers. Smoothy
Juice successfully fulfills their promised. Smoothy Juice main objective to provide
quality products that satisfied the customer need and their requirement so Smoothy Juice
deliver the quality product. Long relationships with customer Smoothy Juice provided
superior value to their customer who they promised throwing advertising. So the
customer are loyal the Smoothy Juice bran and build long term relationships.
Communication objective Smoothy Juice use different sources to attract their target
customer. The objective of Smoothy Juice produces awareness in our customer about
new products and also produces awareness to new customer about Smoothy Juice.
Smoothy Juice also tells their customer that they provide pure juices to their customers.
Smoothy Juice also give the knowledge of their juices give you energy and good taste.
Smoothy Juice also gives message that their juices are good for your health. Strategy
marketing objective  To build unique distribution system that provides ubiquity at low
cost.  To build high speed, efficient and vertical integrated manufacturing capabilities to
gain low cost advantage.  To reduce energy consumption during production 27
28. 28.  To increase advertisement activities.  To redesign packaging to a more attractive
and familiar.  To make innovation in product so that it become more portable and in
convenience oriented form.  To improve product quality as ever provide PRICING
STRATEGY Smoothy Juice set it juices price on value pricing method. Smoothy Juice
selling its juices at price added cost and prifit margin and also keep in mind the key
competitors price. Smoothy Juice provide it customer quality fresh juices that provide
customer good health and enjoyement. Smoothy Juice are available…? flavored. is a
main objective that its responsibility to provided best quality who they promised to their
customers and they fulfill their promised. Smoothy Juice is a big price objective that they
provided high quality and taken premium price to its customer. Smoothy Juice contain
maximum profit margin is another objective of pricing strategy. Smoothy Juice provided
superior value to their customer who they promised throwing advertising. PRICE
 STRUCTURE: Cost of Retailer’s Production Marketing Price/ Product name raw Profit
Selling cost Cost unit materials Price Mango Juice 14 3.50 1.50 3.00 22 25 (500ml)
Mango Juice 25 6.75 3.25 5.00 40 45 (900ml) Orange Juice 15 2.50 1.50 3.00 22 25
(500ml) Orange Juice 30 6.00 4.25 4.75 45 48 (900ml) Cocktail Special 17 4.00 2.50
1.50 25 28 (500ml) Cocktail Special 35 8.50 3.50 3.00 50 55 (900ml) 28
29. 29. DISTRIBUTION STRATEGY A distribution strategy defines how you are going to
move products from point of creation to points of consumption, in a cost-effective
manner. The effectiveness of distribution coverage and practice is of paramount
importance in achieving the desired fruit juice sales. We select place for Smoothy Juice
Show Room and Whole Sale shop near Star Kabab in Sankar Dhanmandi and Banani.
Our location very attractive because that place also very famous for Food Street. There is
no any fresh fruit juices shop. That place is also attractive for juices because there is no
juices corner but there are many good food restaurants like KFC and Pizza Hat and
others. So that is advantage of place for Smoothy Juice. We actually distribute our
product in two ways: 1. B2B (Business to Business) 2. B2C (Business to Consumer) We
show our distribution channel in chart below: Manufacturer Dealer Wholesalers Agent
Retailer Business to Business (B2B) 29
30. 30. Manufacturer Dealer Wholesalers Agent Retailer Customer Business to Consumer
(B2C) PROMOTIONAL STRATEGIES Smoothy Juice use different sources to
communicate their target marketing. Smoothy Juice use those sources on that the more
customer attract like Local Cable, Newspapers, Billboard and when they lunch any
scheme in juices they use pamphlets to aware their customer. Smoothy Juice uses the
channel to attract the customer and give fully information about juices through these
Electronic media. As our target consumers are Old, Children and all health conscious
people, for this reason we promotion our product to give advertise in television, radio.
We also use vehicle writing method and posturing for our product advertisement. We also
promotion our product with the help of our packaging system. In packaging we mainly
follow that the product will packaged in an attractive form, that make consumers interest
on our product. It packaged in different levels in variation of quantity. So people can
afford it easily. 30
31. 31. Product forecasts: This types of product continuing in the market on the basis of their
features, reasonable price, standard maintain and also quality. We are also prepare and
determine that our product will be quality full and reasonable price that‟s why we are
optimist about our product that will be continue a certain time. Controls: We believe in
best quality. In producing our product we maintain quality as well as quantity. For control
the products quality we will import best quality equipment from abroad. We also
standardization our product from our expert researcher. Our whole production process
mainly base on computer for this reason is done by a very systematic process. We
produce our product which has no harmful chemical. That‟s why these products have no
side effect and every one in every age can use our entire product frequently. 31
32. 32. Organizational Plan 32
33. 33. Organizational Plan FORM OF OWNERSHIP The form of the business is
“partnership” business and all the partners are responsible for the business. The partners
are jointly and severally liable for all debts of the firm. Smoothy Juice ltd established
with 6 partners initially. Each partner has their own particular designation in the
company. Our company is flat organization. 33
34. 34. Peoples Republic of Bangladesh TAKA 200 PARTNERSHIP DEED THIS DEED
OF PARTNERSHIP IS MADE on this 30th day of March, 2010 by and among A. F. M.
Rubayat-Ul-Jannat 73/9, 8/A Dhanmondi 15, Dhaka Shajahan Munshi Cell:
01675031827 Narayongonj, Dhaka Email: rubayat_rajeev@yahoo.com Cell-
01717431244 E-mail: munsi.hemel@yahoo.com Nafij Ahmed Zakir Hossain road,
Mohammadpur, A.Z.M Shahadot Dhaka. Road no. 15 Sankor. Dhaka Cell-01711014204
Cell-01714462940 E-mail: nafijahmed@yahoo.com E-mail: s22link@yahoo.com Shaila
Parvin Shantu Shahinur Akhter 41/30 Mohammadpur Chanmia Housing, Dhaka. Road
no-4/a, Dhanmondi, Dhaka. Cell-01722134026 Cell-01911445453 E-mail:
sp_shantu@yahoo.com E-mail: shahinurakhter@yahoo.com WHEREAS the above
named partners have decided to start the partnership business of Food and Beverage in
the name and style of Smoothy Juice Company Ltd. with effect from 1 34
35. 35. day of June, 2010 on the terms and conditions hereinafter mentioned and have desired
to reduce the terms and conditions into writing. NOW THIS INDENTURE IS
WITNESSETH AS FOLLOWS: 1. THAT the PARTIES referred above shall carry on the
business of Juice in the PARTNERSHIP FIRM under the name and style of hereinafter
referred to as the Smoothy Juice Company, Limited , But by their mutual consent may
start and carry on any other business or businesses under any other name or names at any
other place or places. 2. THAT the business of the PARTNERSHIP pursuant to this
DEED of PARTNERSHIP shall be deemed to have commenced with effect from …1st
day of June, 2010 3. That the capital required for the business of Partnership shall be
contributed time to time by the PARTIES in such manner in all respect as may be agreed
to between them and such capital may be paid interest as may be mutually agreed from
time to time at the rate of rates not exceeding 12% (Twelve Percent) per annum. 4. That
all the PARTIES referred above shall be Working Partners and shall attend diligently to
the business of the Partnership and carry on the same for the greatest advantage of the
Firm. 5. That all the WORKING PARTNERS may be paid Salary w.e.f. 1st July Feb.,
2010, for the work of the FIRM as may be agreed mutually from time to time between the
PARTIES in accordance with the provisions of the Income Tax Laws as well as business
necessities and other factors, subject however, that the monthly Salary to each such
Partner shall not exceed as under: NAME OF WORKING PARTNER MAXIMUM
BASIC SALARY NOT TO EXCEED 1. A. F. M. Rubayat-Ul-Jannat TK 25000 2. Nafij
Ahmed TK 25000 3. Shahinur Akhter TK 25000 4. Shajahan Munshi TK 25000 5.
A.Z.M Shahadot TK 25000 6. Shaila Parvin Shantu TK 25000 6. That all business
expenses shall be borne by the FIRM. 35
36. 36. 7. That the Profits or Losses, as the case may be, of the Partnership business shall be
divided among the Partners as under : NAME OF WORKING PARTNER SHARE OF
PROFIT SHARE OF LOSS 1. A. F. M. Rubayat-Ul-Jannat 25% 25% 2. Nafij Ahmed
15% 15% 3. Shahinur Akhter 25% 25% 4. Shajahan Munshi 15% 15% 5. A.Z.M
Shahadot 10% 10% 6. Shaila Parvin Shantu 10% 10% 8. That the duration of the
PARTNERSHIP shall be at WILL subject to Clause „9‟. 9. That any Partner may retire
from Partnership after giving a notice to the other Partner (s) of not less than one month
in writing and at the expiry of such notice period he shall be deemed to have retired. 10.
Upon mutual understanding, each Partner or his duly authorized agent shall have free
access to the account books of the Partnership and shall be entitled to take copies or
extracts from any or all such books and records of the Partnership Business. 11. That no
 Partner shall have the right to sell, mortgage or transfer his share of interest in the FIRM
to any one else except to his heir or heirs or any one of the existing Partners or to their
heir (s). In the event of heir (s) selling his/her share to any one else, the existing Partners
shall have a right or pre-emotion in respect of such share (s) sold. 12. That the Partners
shall keep or cause to be kept the books of account of the FIRM at the principal places of
its business and make all entries therein, and that all such books of account kept shall be
closed on 31st March every year or in the case of any necessity on any other date as the
Partners may mutually decide. 13. That no Partner shall do any act or thing whereby
FIRM or the FIRM property may be prejudicially effected. 14. That the terms of the
Partnership Deed may be altered, added to or cancelled by the written consent of the
Parties to this DEED. 15 That the partners can open the bank account of the firm, in any
bank and bank account shall be operated by the partners jointly or individually, as the
case may be. 36
37. 37. 16. That the partners shall not take any loan from any person/Financing Company,
bank or any other Govt./Pvt. Department in any case, without the written consent of each
other. 17. That in the case of any dispute arising out of this DEED between the Parties of
this DEED; it Shall be decided by Arbitration as provided for under the Indian
Arbitration Act. IN WITNESS WHEREOF the Parties hereto have set and subscribed
their respective hands to these presents the day, month and year first written above.
WITNESSES OF THE PARTNERS AGREEMENT: 1. A. F. M. Rubayat-Ul-Jannat -
Mr.Farid Uddin 2. Nafij Ahmed -Mr. Karim Khan 3. Shahinur Akhter - Ruksana Rahman
4. Shajahan Munshi - Mr. Faqruddin 5. A.Z.M Shahadot - Dr. Abul Maal 6. Shaila Parvin
Shantu - Seikh Jorina SIGNATURE OF PARTNERS 1. A. F. M. Rubayat-Ul-Jannat
………………………… …… 2. Nafij Ahmed ………………………… …… 3.
Shahinur Akhter ………………………… …… 4. Shajahan Munshi
………………………… …… 5. A.Z.M Shahadot ………………………… …… 6.
Shaila Parvin Shantu ………………………… …… 37
38. 38. MANAGEMENT TEAM BACKGROUND: The company's management philosophy
will be based on responsibility and mutual respect. Our management style reflects the
participation of the owners; we are not very hierarchical, and encourage all employees to
learn as much as possible about all aspects of the business. Smoothy has a very strong
organizational culture. It believes on teamwork. The main goal will be of our
management team, to manage the organization effectively and efficiently to continue the
business enterprise. The Management Team includes those peoples who have the real
power in making the impossible in possible. All the members are practically experienced
in practical field. ROLES AND RESPONSIBILITIES OF MEMBERS OF
ORGANIZATION: In our company we appoint 5 managers under the CEO for handling
different managerial activities in different sectors. We mainly appoint manager for
production & operation work, marketing work, planning and development work, financial
work and also appoint procurement officers. We appoint mainly high qualified employee
for our company. Under the all department manager we will employee some officers for
the minimize the pressure of All Managers. ENTREPRENURE/ CHAIRMAN: A. F. M.
Rubayat-Ul-Jannat, the Chairman of Juice Company. Selected by the all partners of the
company, who actually give the command over the invention and control all the
departments. All the business partners and personnel‟s are responsible to perform the
duties as the chairmen stated. His main responsibility is to maintain the suppliers to
 ensure the continuity of good relations to them. The Head of the company who actually
control & implement all partners‟ idea about the business. It means an individual
developing something unique. Its behaves is that: 1. Initiative taking 2. The acceptance of
risk or failure 38
39. 39. HEAD OF PRODUCTION & OPERATION: Nafij Ahmed is our Head of
Production, and he has a complete and strong command over Operational management
and Production Analysis. Production manager mainly responsibility is that describe the
physical plant layout, the machinery and equipment needed to Perform manufacturing
operation; raw materials and suppliers names, address and terms, cost of manufacturing.
A production manager allocates the raw materials from different suppliers to produce the
final products. The responsibilities are  Purchasing the all staff of food with better
quality from food market  Responsible for all the operations with in the shops
(cleanness, quality of food, timely delivery to the customer)  Responsible all the food
expenses recodes  Responsible to works with all other managers  Managing Labor &
controlling the production system.  Motivating the labors & making the reward
opportunities. HEAD OF MARKETING: Shaila Parvin Shantu, our head of marketing,
cause she has completed his graduation on Marketing major and she has good command
over marketing. Marketing involve that implementing decisions related to the marketing
mix variables products, price and promotion activities. It helps effective decision strategy
as well as for forecasting sales, products or services is indicated in order to project
profitability of the venture. The main responsibilities are:  Focus on the Customer 
Monitor the Competition  Own the Brand.  Find & Direct Outside Vendors.  Create
New Ideas.  Communicate Internally.  Manage a Budget.  Understand the ROI.  Set
the Strategy, Plan the Attack, and Execute 39
40. 40. HEAD OF PLANNING & PERFORMANCE MANGEMENT: A.Z.M Shahadot, our
head of planning and performance management and he have the strength to take decision
and maintain the company‟s performance. These department officers involve setting the
goals and how to be achieving that, it also help to develop the existing product. The
responsibilities are:  Staff Induction.  Reward and Recognition.  Staff Retention. 
Management Development / Career Development.  Succession Planning.  Competency
Building / Mapping.  Compensation / Benefit programs.  To facilitate / support the
development of the Team members  To facilitate development of staff with special focus
on Line Management  To recommend and ensure implementation of Strategic directions
for people development within the organization.  Provide counsel and assistance to
employees at all levels in accordance with the company's policies and procedures as well
as relevant legislation.  Salary letters and employment contracts.  Approve updated
organizational charts on a monthly basis and maintain  Co-ordinate the design,
implementation and administration of human resource policies and activities to ensure the
availability and effective utilization of human HEAD OF FINANCE: Shajahan Munshi,
our Head of financial manager and planner, he has a great command over finance because
he has a educational and financial management background. Financial manager‟s
responsibilities are that projection of financial data which determine economic flexibility
and necessary financial investment, commitment. Financial officer control the all finance
related task in an organization. The Responsibilities are -  Accounts Payable 40
41. 41.  Accounts Receivable  Audit  Budgeting  Cash Receipts  Fixed Assets  Current
Assets  Payroll / Benefits  Utility Billing HEAD OF IT & INFORMATION: Shahinur
Akhter, she completed her major in CSE and has a great experience in IT sector. Its
information monitors the overall organizations IT related task. They are responsible for
digitalized work in an organization such as computer system, internet activities, and
software system activities controlling and problem findings, and its solution activities. 41
42. 42. 42
43. 43. Financial Plan 43
44. 44. Financial Plan Smoothy Juice Company Ltd. Pro-forma Income Statement for the
Year ended 31 July 2011 (Taka) Revenue: Net Sales 2,55,00,000.00 Less: Cost of Goods
Sold: Beginning Inventory 0.00 Add: Purchases 1,15,00,000.00 Freight-in 3,50,000.00
1,18,50,000.00 Less: Ending Inventory 17,04,500.00 Total Cost of Goods Sold
1,01,45,500.00 Gross Profit 1,53,54,500.00 Less: Operating Expenses: Advertising
29,00,000.00 Maintaince 30,000.00 Salaries & wages 10,90,000.00 Building Rent
16,60,000.00 Repairs 8,15,000.00 Depreciation (Land &Building) 1,50,000.00
Depreciation (Machinery& Equipment) 1,63,400.00 Office Expenses 50,000.00
Miscellaneous 90,000.00 Professional Fees 1,70,000.00 Telephone 90,000.00 Utilities
99,000.00 Marketing Van 1,60,000.00 Packaging Cost 23,00,000.00 97,67,400.00
Operating Profit 55,87,100.00 Less: Interest Expense 53,30,200.00 Net Profit Before
Taxes 2,56,900.00 Less: Tax (40%) 1,02,760.00 Net Income 1,54,140.00 44
45. 45. Financial Plan Smoothy Juice Company Ltd Cash Flow Projections For the year
ended 31st July 2011 Particulars Details (Taka) Cash flow from operating activities: Net
income 1,54,140.00 Adjustment to reconcile act income to net cash: Add: Depreciation/
Amortion 3,25,000.00 Loss on sale of equipment 1,10,000.00 Decrease in prepaid
expenses 2,00,000.00 Increase in accured expenses payable 54,000.00 Less: Increase in
account receivables (2,80,000.00) Increase in inventories (95,000.00) Decrease in
account payable (65,000.00) Net cash provided by operating activities 4,03,140.00 Cash
flow from investing activities: Add: Sales of plant assets 95,000.00 Investments
5,00,000.00 Less: Purchases of equipment (2,30,000.00) Purchases of land
(26,00,000.00) Purchases of building (10,63,000.00) Net cash used by investing activities
(32,98,000.00) Cash flow from financing activities: Add: Common stock 000000.00
Less: Paid of cash dividend (85,000.00) Redemption of bond (00000.00) Net cash used
by financing activities (85,000.00) Net cash Decrease in during year (29,79,860.00) Add:
Opening cash balance 11,00,00,000.00 Cash of the end of the year 10,70,20,140.00 45
46. 46. Smoothy Juice Company Ltd. Proforma Balance Sheet For the year ended 31st July
2011 Liabilities (Taka) Assets (Taka) Currents Liabilities Currents Assets Account
payable 4,80,000.00 Cash and cash equivalents 4,75,00,000.00 Supplier 8,05,400.00
Inventories 17,04,500.00 Tax payable 1,05,940.00 Bank 65,53,000.00 Notes payable
9,35,000.00 Account receivables 13,00,850.00 Accrued payable 4,73,000.00 Prepaid
expenses 89,00,000.00 Marketable securities 85,00,000.00 Long-term Liabilities Bank
loan 3,46,69,800.00 Reserve fund 13,85,000.00 Total current assets 7,44,58,350.00
Owner’s Equity Fixed Assets Rubayet 2,75,00,000.00 Land &Building 1,94,94,965.00
Shajahan 1,65,00,000.00 Machinery & Equipment 4,35,00,000.00 Shainur
2,75,00,000.00 Freezer 25,26,500.00 Nafij 1,65,00,000.00 Furniture and fixture
18,54,325.00 Shaila 1,10,00,000.00 Computer 11,25,000.00 Sourav 1,10,00,000.00
 Cover Van 35,00,000.00 Staff vehicles 23,95,000.00 Total Owner‟s Equity
11,00,00,000.00 Total Liabilities 14,88,54,140.00 Total Assets 14,88,54,140.00 46
47. 47. Break Even Analysis Smoothy Juice Company Ltd Break Even Analysis for the Year
Ended 31st July 2011 Fixed Cost Variable Cost Computer 11,25,000.00 Raw Materials
1,01,45,500.00 Cover Van 35,00,000.00 Factory Overhead Cost 80,000.00 Air
Conditioner 7,20,000.00 Miscellaneous expenses 90,000.00 Photocopy Machine
5,50,000.00 Salaries & wages 10,90,000.00 Gas Generator 14,50,000.00 Marketing Van
1,60,000.00 Staff Vehicles 23,95,000.00 Utility Bill 99,000.00 Furniture & Fixture
18,54,325.00 Advertisement 29,00,000.00 Freezer 25,26,500.00 Packaging Cost
23,00,000.00 Land & Building 50,94,965.00 Telephone Bill 90,000.00 Total Fixed Cost
1,92,15,465.00 Total Variable Cost 1,69,54,500.00 Total Cost = Total Fixed Cost + Total
Variable Cost = Tk. (1,92,15,465.00+ 1,69,54,500.00) = Tk. 3,61,69,965.00 Selling price
per unit: Tk. 40.00 Variable cost per Unit: Tk.31.50 47
48. 48. Break even quantity = Fixed Cost / (Selling Price Per Unit – Variable Cost Per Unit)
= Tk. 3,61,69,965.00/TK(40.00 – 31.50) = Tk. 3,61,69,965.00/ 9.50 = 38,07,365 Units
(Approximately) Break even Sales = Total produced unit * Revenue = 38,50,365 * 9.50 =
Tk. 3,65,78,468 (Approximately) 48
49. 49. Source of application of Fund Our total equipment and capital is taka 11 crore and we
have taken a loan amount of taka 4 crore to improve our product quality. Now our total
capital is Taka 15 crore. The amount of taka 15 crore that we have in which areas we use
this money is given below: Plant and Machinery Tk 4,35,00,000.00 Transportation Cost
Tk 25,00,000.00 Staff Vehicles for the corporate Office Tk 23,95,000.00 Computer Tk
11,25,000.00 Land &Building Tk 1,94,94,965.00 Cover Van Tk 35,00,000.00 Furniture
and fixture Tk 18,54,325.00 Freezer Tk 25,26,500.00 Total Used Tk 7,68,95,790.00 Cash
in Hand Tk 4,75,00,000.00 49
50. 50. Assessment of Risk 50
51. 51. Assessment of Risk EVALUATE WEAKNESS OF BUSINESS: Our main weakness
is our business is small size business, that‟s why we have a very small capital. So we will
able compete with the lower price competitor. And our resources are also limited in
compare to competitors. The company can improve or eliminate the risk by:  Evaluate
the setup cost in right manner  To compete with the competitors in an innovative
technical way.  Carefully analyze the economic condition of the country.  To improve
technological and technical support of the company.  The company should justify the
legal concern in appropriate way.  The company should have clear concept about market
(national & international) industry demand. NEW TECHNOLOGIES: We don‟t
implement any kind of new technologies in primary stage of our business.
CONTINGENCY PLAN: In the time when we bought our factory land in Ashulia we
saw that there is a big possibility to introduce a Mineral Water as a side business. But
now we don‟t take any step for this business. In future, we have a plan when our business
is well established we will introduce a Mineral Water in our business area. 51
52. 52. APPENDIX Marketing Research Data As an initial stage of our business we actually
follow some existing group of juice companies in our country. The main command of our
business plan based on the Pran Group of industries. We followed them to prepare our
new business invention. We research their marketing strategies in different formulas like
we have collect data from website and observing the consumer market. About Pran
Group PRAN” is currently the most well known household name among the millions of
 people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has
grown up in stature and became the largest fruit and vegetable processor in Bangladesh.
It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and
being the largest exporter of processed agro products with compliance of HALAL &
HACCP to more than 70 countries from Bangladesh. PRAN is the pioneer in Bangladesh
to be involved in contract farming and procures raw material directly from the farmers
and processes through state of the art machinery at our several factories into hygienically
packed food and drinks products. The brand “PRAN” has established itself in every
category of food and beverage industry and can boost a product range from Juices,
Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products. Today,
our consumers not only value “PRAN” for its authentic refreshing juice drinks products ,
but also for its mouth watering quality confectionery products with high visual appeal
and exciting texture. We intend to expand our presence to every corner of the world and
strive to make “PRAN” a truly international brand to be recognized globally. 52
53. 53. Our Process of Collecting Information from Primary Sources: Primary Sources of
Information: As primary information sources we use following media: 1. Investment
Bankers 2. Sales Force 3. Suppliers 4. Customers 5. Employees 6.
Consultants/Specialized Firms As Secondary information we use following media:
Bibliography: 1. Hisrich D. Robert, Entrepreneurship, 5th Edition 2. Kotler. P, Keller.K.
L, Marketing management, 11th Edition 3. Ahammed.M, Commercial Law (Business
plan) 4. Gitman. J. Lawerance, Managerial Finance, 10th, Edition 5. Kotler.P&
Armstrong, Principle of Marketing, 11th Edition Website 1. www.google.com 2.
www.tatamcgrawhill.com 3. www.pan bev.com 4. www.bplan.com 5. Business Plan Pro
Software == THE END == 53

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