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Business Plan
Business Plan
provider business plan is confidential.as a result the agrees not disclose without the
owners.
Signature………………………………………………
Name ………………………………………………
Date …………………………………………………….
The business we are going to establish is called Kenenisa shoe. The business is going
to be setted around Adama, Ethiopia. Kenenisa shoe will staring its operation in
February- 3- 2016. For more information about Kenenisa Shoe Company please
E-mail: kenenisashoe@g-mail.com
kenenisa Shoe
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Table of Contents
Executive Summary ............................................................................................................................. 4
Section one ............................................................................................................................................ 7
1. Description of the venture .......................................................................................................... 7
1.1 Mission statement ...................................................................................................................... 7
3. 1 Production process.................................................................................................................. 13
4.2 Resource requirement.............................................................................................................. 14
4. Marketing plan ....................................................................................................................... 17
4.1 Marketing strategy ................................................................................................................... 17
Table 6 .............................................................................................................................................. 18
5. Organizational plan ................................................................................................................... 19
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Section Six ........................................................................................................................................... 20
9. Appendixes ................................................................................................................................. 23
List of Table
No of table Page
3
Executive Summary
Since our venture manufacturing , kenenisa shoes is a business enterprise which produce a
men shoes (an outer covering for your foot that usually has a stiff bottom part called a sole
with a thicker part called a heel attached to it and upper part that covers part or all of the top
of your foot ) and Upper part that covers or all of the top of your foot is produced from a
leather products and the sole of the shoes is produced from a tyre (a rubber cushion that fits
around a wheel) product .Why we interested in this product is the demand for shoes
product is increasing from time to time and the product enter into market has low durability
and quality. Through this innovative product we are going to get a high market share, fair
profit and continue to exist in the market and contribute to the leather product industry.
The number of participants in the shoes producing industry is increasing from time to time.
increasing. However, these Small Micro Enterprises are not efficient and competitor in the
market because they have lack of capital, market place and good management. The big
producers of this product in the market are ANBESA SHOE, PEACOCK, and BETELEHEM
etc. Since these big producers of shoes are located in Addis Ababa and their main focus is in
the foreign market and also our business is located in Adama they can’t be our competitors.
The Leather shoe is an outer covering for the foot with a stiff sole and usually not reaching
above the ankle. Leather shoes can be man-made synthetic type or natural leather shoes. The
natural leather shoes have a superior aesthetic quality due to its softness and light weight.
The project is resources based and aimed at delivering better aesthetic quality leather shoes
Before the establishment of Kenenisa shoes producing business enterprise we was looked for
the market, demand, supply, raw material and So on for six month then we establish this
business venture . The raw materials required for manufacturing of leather shoes are upper
leather, lining leather, insoles, sewing thread, eyelets, tacks, adhesive, PVC soles, etc. The
raw materials and related inputs required for the envisaged plant are locally available. The
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product that we are going to produce is to be examined and its prototype is also done
The shoes produced locally is unable to balance the demand so the country is obliged to
import the shoes product and this product has lack of durability and quality as a result the
consumers are obliged to additional cost we will hope to minimize this problem and
successfully penetrate the market by using the problem as good opportunity and set
minimum price and new design. Strategically, we plan to increase manufacturing business
enterprise to share company and then diversify our product and coming with new design
additionally sell our product to foreign market and becoming branded shoe producers.
When our company established it requires Birr 2,711,961.6 as start up. Start up capital is
subjected cost like raw materials, machinery, office equipment, human capital, rent, utilities,
and training requirement cost. The sources of financial requirements are from family,
relatives and crowd funding websites. The profit we get from this business in the first year
of production is 15,784,429.96 and the fifth year of production is 26,045,774.38. The Kenenisa
shoes producing enterprise is organized consisting five departments with one general
manager (chief executive manager) and management departments which have different
2015. All partners will take the, management and leading role in the organization and
involve in the administration of the day to day affairs of the business. The partners will
share the profit according to pre agreed and its contribution. All partners have a theoretical
knowledge on management and business concept and also they have an experience on
5
6
Section one
section makes our business plan meaning full and easy to understand .
also satisfying our customers by producing new and durable product with a fair
price. Our business is targeted to customers who live around the main industrial
area, such as Addis Ababa, Adama, and Bishoftu this makes us advantageous to
1.2 Objectives.
The main objectives of our venture manufacturing is creating the organization, to be
sustainable in the business, and increasing profitability. We have a short term and
long term goals. Our short term goal is producing the product and reaching to our
customer with new products and also advertise our product using different social
media, banners, and exhibition (bazaars ) and also sell our product using
Alibaba.com. This raises our sales and this result in increasing the profitability of our
enterprise. We also have a long term goal we gone to achieve such as merging with
in producing leather and shoes product and this makes our company competitive,
addition to the existing one to avoid or reduce competence comes from big
enterprise is comes with new products this makes it differ from its competent firms.
We also sales our product with fair price to satisfied our customer and being
To recap, our aim are giving our customers new, durable, and fashioned products
years old and graduated from Addis Ababa university in economics and also he is
experienced in the whole and retail sales shop from 2006-10. He is interested with
reading different books like fiction, philosophy, psychology, and also interested in
discussing with his friends speacialy ideas related with business. Mr Tola Daniel, Mr
of kenenisa shoes producing enterprise. They are also taking their BA in econonics
from Addis Ababa University. As they are the member of managing department
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Section two
2. Industry analysis
international market.
Domestic production of leather shoe in the past eleven years has been fluctuating
from year to year but a slight growth was starting from year 2007. The lowest
production was 846 thousand pairs in the year 2003 and the highest about 1.75
million pairs in the year 2007--2008. In the remaining years it was fluctuating
between the two extremes. Import of leather shoe during 2007--2011 has generally
shown a declining trend. The yearly average level of import which was about 1.9
million pairs during the period 2001--2006 has sharply declined to a yearly average
level of 363 thousand during the recent four years of 2007-2011. Compared to the
previous yearly averages it has decreased by about 80%. Unlike imports, export of
During the initial years of the data set, i.e. year 2001/02, the exported quantity was
only 7 thousand pairs. During the period 2003--2005 the yearly average exported
quantity increased to 48 thousand pairs. This is almost seven fold higher compared
A substantial growth of import is registered during the recent five years of 2007--
2011, although there were some fluctuations from year to year. During this period
the yearly average quantity exported has reached to about 463 thousand pairs.
Compared to the preceding three years average it is higher by more than 865% or
about nine fold. This tremendous increase is believed to be due to the existence of a
wide global market and the special attention given by the government for the export
sector. To arrive at the present demand for the domestic and export market the
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following assumptions are used. - Recent three years` average of domestic
production plus import and minus export is assumed to reflect the effective demand
for the year 2011. Hence, the effective domestic demand for the year 2011 is
estimated at 1.154 million (domestic production of 1.33 million pairs plus import of
To arrive at the present (year 2012) effective demand a 5% growth rate is applied by
taking year 2011 estimated demand as a base. Accordingly, current (year 2012)
domestic effective demand for leather shoe is estimated at 1.212 million pairs. For
the export market, the recent three years average performance, which is 460
thousand pairs, is taken as the export level for the year 2011 and then a 15% annual
average growth rate, which is much below the observed trend in the past, is then
applied to arrive at the year 2012 export demand. Accordingly, current (year 2012)
export effective demand for leather shoe is estimated at 529 thousand pairs.
Now the demand for leather product in local market is increasing. We are going to
share from the growing demand for leather product especially for shoes product in
To recap, the growing demand increase our sales, profit, and contribute for the rate
growth rates. Moreover, the product’s superior aesthetics quality feature will have a
positive effect on the level of demand. Because such a product is high valued type,
major consumers are expected to be urban dwellers and some among the rural
society. Considering the above factors demand for local consumption is assumed to
increase by 5% and that of export by 15%.The unsatisfied demand for leather shoe,
both in the domestic and export market is projected to increase from 453 thousand
pairs in the year 2013 to 1.420 million pairs and 2.686 million pairs in the year 2018
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The place our product produced is Adama and we prefer Adama because of many
reason such the house rent is less than Addis Ababa and also nearest city to Addis
Ababa. We also have sales and distributions shop in Adama, Bishoftu, and Addis
Ababa we prefer this area because of the main industry area of country and also our
customers are people live in this area. They income is mainly from government
organization, plc, agriculture, and trade activities. After reaching to our customers
live in this area we are planned to distribute other part of the country as well as
foreign market.
Ethio-lather Cluster, Gelila Shoe Factory, Gamba Shoe Trading &Industry, Jamica
Shoe Factory, Kangro Shoe Factory, MeleseTeka Shoe Factory, Peacock Shoe Factory,
Ramsie Shoe Factory, Pu Pvc Leather Shoe and Sole Factory, Ras Dashen Shoe
Factory, Tikur Abay Shoe s/c, Wallia Shoe Factory, Park Shoe & Leather Product etc.
They produce different product such as military shoe, gentlemen shoe, ladies shoe,
children shoe, etc. They sell their product both in local and foreign market. The
average producing capacity of Ethiopian shoe manufacturers are 8 million pairs and
labour, considerable resource base. Weaknesses: lack of skilled man power in leather
technology, market intelligence, etc. lack of high technology, lack of waste treatment
sector well recognized by government, hides & skin, leather& leather products
partners (ITC, UNIDO, USAID, CDE, CFC, DTZ, etc). Threats: shortage raw
environmental control.
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2.4 Macro-environmental influences
Our venture uses PEST analysis. The political effect on our business enterprise is
both negative and positive effects. The positive effect is government encourage
discouragement from government side such as late allowance of trade licence and
lack of good governance. Economically, our product is efficient because it uses raw
material and man power from local market and contributes to country by reducing
unemployment and generates foreign currency. Kenenisa shoe use the recent
technology available in the country and come with new design and fashioned
product. The customers use our product is live in densely populated and industrial
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Section Three
3. 1 Production process
Our Shoe manufacturing company has mainly four departments in which a
progressive route is followed for producing finished shoes. These are clicking or
In this department, the top part of the shoe or the upper is made. The clicking
operative is given skins of leather, mostly cow leather but not restricted to this type
of leather. Using metal strips knives, the worker cuts out pieces of various shapes
that will take the form of “uppers”. This operation needs a high level of skill as the
expensive leather has to be wasted at the minimum level possible. Leather may also
have various defects on the surface such as barbed wire scratches which needs to be
Here the component pieces are sewn together by highly skilled machinist so as to
produce the completed upper. The work is divided in stages. In early stages, the
pieces are sewn together on the flat machine. In the later stages, when the upper is
no longer flat and has become three dimensional, the machine called post machine is
used. The sewing surface of the machine elevated on a post to enable the operative
to sew the three dimensional upper. Various edge treatments are also done onto the
leather for giving an attractive look to the finished upper. At this stage only, the
eyelets are also inserted in order to accommodate the laces in the finished shoes.
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Step three lasting and making department
The completed uppers are molded into a shape of foot with the help of a “last”. Last
is a plastic shape that simulates the foot shape. It is later removed from the finished
shoe to be used further in making other shoes. Firstly, an insole to the bottom of the
shoes are manufactured, the insole has a rib attached to it’s under edge. The upper is
stretched and molded over the last and attached to the insole rib. After the
The finishing of shoe depends on the material used for making it. If made of leather,
the sole edge and heel are trimmed and buffed to give a smooth finish. To give them
an attractive finish and to ensure that the edge is waterproof, they are stained,
polished and waxed. The bottom of the sole is often lightly buffed, stained and
polished and different types of patterns are marked on the surface to give it a craft
finished look.
A “finished shoes “has now been made. From show room operation, an internal
sock is fitted into shoe which can be of any length-full, half or quarter.
They usually have the manufacturer’s details or a brand name wherever applicable.
Depending on the materials used for the uppers, they are then cleaned, polished and
sprayed. Laces and any tags that might have to be attached to the shoes, such as
Table 1
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1 Upper leather 10800m2 15.85 171,180.00 Local market
Total 2,388,465.00
Table 2
Total - - - - 846.6
Table 3
Item Fixed asset Required units Unit cost birr Total cost birr
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4. Human resource requirement
Table 4
finance
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Section four
4. Marketing plan
being profitable and sustained in the business for a long time and merge our
enterprise with other enterprise producing similar or substituted product and then
makes our business enterprise a big share company. In order to achieve this and
promotion, seasoned discount, loyal brand, social media and websites, exhibition
and bazars, different grants, word of mouth, photo, flayer, paper and banners.
distribution is focused on the city located between Adama and Addis Ababa. Our
product place is Adama and we distributed our product to cities between Adama
and Addis Ababa and we have three main branch of distribution (whole and retail
sales shop in Adama, Bishoftu, and Addis Ababa) we distributed our products from
this three main and branch shops to different part of the country. Because of Adama-
Addis high way the time and the cost of distribution is low and reached on time to
the customers.
domestic and export market. The price for leather shoes; among others, depends on
the aesthetics quality, comfort and durability of the product. The prices for locally
consumed types are not as high as compared to the export quality and in the retail
markets it ranges from Birr 250 to Birr 450 and averaged to Birr 350. The market
prices for export quality in some shops also range from Birr 400 to Birr 800 and the
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average is Birr 600. Assuming the envisaged project to produce both for the
domestic and export market and allowing 40 % profit margin for distributors and
such as social media (Facebook, Twitter, Tango, and so on), Alibaba.com, websites,
banners, paper or photo, loyal brand, radio, TV channels, exhibition centre and
promotion will also employed. Such as, word of mouth, discount, and so on.
Table 5
Year Pairs of Quantity Unit price at Unit price at export Revenue
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Section five
5. Organizational plan
Kenenisa shoe is a partnership form of business enterprise established by six
economics professionals. Each partner has its own responsibility and necessary
authorities. The enterprise has five departments in which each department has its
own managers.
Mr Yasin Jemal
The
management
teams of a
company
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Section Six
6. Financial plan
Table 6
goods sold
Operating expenses
salary expense
expense
expense(machi
nery)
expense
20
expanses
before tax
Table 7
2016, monthly
Cash collection
Cash disbursement
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6.1.3 Projection balance sheet
Table 8
2016, monthly
Cash 1,949,526.25
Inventories 199,038.75
Current liability 0
Total liability 0
Capital 2,388,465
crowd funding websites such as Indiegogo and Kickstarter, and relatives and this
makes our venture free from risk of interest rate and increase the profitability of our
business.
relatives and our venture will planned to merge with other similar shoe producers
and then the capacity of our ventures will increase and also aimed to get additional
source of finance by continuing operation. Our venture will have internal control
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and monitoring system and also uses trained professionals to run the management
additional capital. However, good business plan have plan B or C for such
using social media to advertise our product ,developing our organization to share
enterprise .To recap, selling and distributing the product in our main and branch
be the completion of production facilities, offices and its equipment and retail space
materials). Then the next work will be beginning the production, search of orders
and make sales and collect payment according to their respective order.
9. Appendixes
1. Photograph of product
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2. Sales and profitability for cast annually
No Sales in Price per Cost per Total cost Per unit Total profit
3. The total demand for shoe was growing at a rate of 5% in local market according
to data collected in 2011. The total demand for shoe in 2012 was 1,212,000 in local
market and the total demand for shoe in 2015 is 1,454,400 in local market and the
total supply is 1,330,000 and we will use this gap or inequality between supply and
demand as opportunity.
4. Price lists
Selling price Selling price for Selling price for Selling price for
pair (30%)
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6 Computers 6 2016
7 Furniture 18 2016
25