Business Plan 
 

Grocere: A Food Waste Reduction App and Food Bank 

 
February/March 2020 
 
 

ISSUED BY 
GROCERE APP 
 
FOUNDER  
SOPHIA DOUGLAS 
SOPHIA.DOUGLAS@STUDENT.GESS.SG 
 
 
 
 
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Table of Contents  
 
1. Table of Contents……………………………………………………………………………………………………1 
2. Executive 
Summary………………………………………………………………………………………………...2 
3. General Company 
Description………………………………………………………………………………..3 
4. Product Overview…………………………………………………………………………………………………..5 
5. Market 
Analysis………………………………………………………………………………………………………7 
6. Operational Plan…………………………………………………………………………………………………..11 
7. Company and Management Structure …………………………………………………………………13 
8. Financial Plan ……………………………………………………………………………………………………….17 
9. Appendices …………………………………………………………………………………………………………..18 
 
 

   

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Executive Summary 
 
Grocere is a service company that specialises in food waste reduction and combating 
hunger. In Singapore, food waste makes up 23% of all general waste is recycled, while only 
16% of total waste is recycled. Alongside this issue, affordable food ingredients can be 
difficult to find in some areas of Singapore, as it is a very modern city with very high prices. 
 
The company provides an app that allows customers to request a pickup driver to come 
and collect any leftover food items that may be available at that time. This ensures that 
the leftover food will not be thrown away. On the contrary it will be swiftly transported 
back to our company's location and redistributed amongst the less fortunate people living 
in Singapore, that may not have an easy access to affordable food for customers.  
 
The target market for the Grocere app and service is restaurant businesses, cafes and 
eateries that regularly have leftover waste at the end of each day. Another major target 
market is catering companies that cater for big crowds. As these businesses always aim to 
have more than enough food for their customers to enjoy and not run out of, an easy 
disposal system would be very ideal, rather than having to waste tonnes of good, edible 
food because there is no one around to eat it before it goes bad. Another, smaller target 
market is families and those who are often left with excess food at home, in order to get 
rid of these edible food items in a responsible fashion.  
 
As Grocere aims to help with major issues that have to do with sustainability around the 
city, the factor of making money and expanding the business is not so vital. However, 
through donations and small amounts we collect from customers that purchase the food 
at our lowered prices, we will pay our small team of employees and keep the business 
alive.  

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General Company Description  

 
Grocere is an innovative and brand new food transportation tool that allows families and 
restaurant companies to safely and effectively get rid of edible food leftovers that others 
may still enjoy. This app helps support those less fortunate, by creating a system where 
distribution becomes the main priority and allows for a more sustainable community. 
WIth the help of volunteers and young employees who will be collecting the food, 
repackaging it and redistributing it, this app will help create a tighter knit community that 
takes pleasure in helping one another.  
 
Food wastage is a massive problem, especially in a densely populated city-state like 
Singapore. With its countless restaurants and cafes and the populations overall love for 
food, food wastage is unavoidable. The Grocere app would allow an easy disposal system 
in which an employee or volunteer would come to an address entered by the user to pick 
up said food. This food would then be collected and repackaged at a set location and 
redistributed to all those who are less fortunate. The redistributed food would be sold for 
unusually low prices, considering that it is second hand food, and that our customers 
would mainly be those who cannot afford any other food.  
 
If business went well, Grocere would become a global service, much like Uber or Amazon, 
where we would have driver and packager employees and volunteers helping gathering 
food and regularly redistributing it around the community. The app would have millions of 
users, all seeking to reduce food waste and help eliminate hunger in their very own home 
communities. 
 
The mission Grocere aims to achieve is the eradication of hunger in as many individual 
communities as possible. The reason that hunger and malnutrition exists is not because of 
a lack of food products, it is down to ineffective distribution and expensive prices in more 

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urban areas. Grocere would allow cities such as Singapore, that produce more than 
800,000 tonnes of food in a year, to create a more effective distribution system.  
 
1. Goals and Objectives  
The main goals and objectives that are to be achieved with the Grocere app is the 
successful redistribution of leftover food around the city (Singapore, but is also possible in 
other large cities). As the failure to evenly distribute produce and food products in general 
is the cause of hunger around the world, Grocere aims to combat this. Large cities are 
packed with thousands of food shops, restaurants and cafes, and do produce masses of 
food waste even at the end of each day. Focusing on the food shops that serve fresh 
produce that goes bad, Grocere would collect this food that would otherwise be thrown 
out, and repackage it in a presentable fashion to be served to the less fortunate at a much 
lower price. This would allow quality food that would otherwise be thrown away to be 
saved and eaten by those who may otherwise not even eat.  
 
2. Target Market  
The groups that are being targeted with Grocere app and service are food shops, 
restaurants and cafes who produce and excess of leftover food at the end of each day. 
These places are ideal, as they would most probably provide the most leftover food. This 
would make it easier as the service would also be able to redistribute this food in bulk, 
rather than small portions of food. The app would also however be recommended for, but 
not limited to families who cook a lot of food and often have leftovers. The app would also 
be ideal for caterers after hosting large events with a buffet or similar, to donate the food 
that would not otherwise be eaten.  
 
3. Industry  
Grocere would logically fall under the online food ordering industry, however it is sort of a 
flipped over situation, as the food is being collected not distributed. It is however also a 

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food bank service, as our main aim is to provide food to the less fortunate.  
 
4. Company Strengths  
The strengths of the Grocere company definitely include the fact that it is a unique 
service, and I have never seen or heard of anything quite like it. The food distribution 
problem is a big issue, especially in cities and more urban areas, as food there tends to be 
more expensive and therefore those living on the streets or those with less money can 
sometimes struggle to find food. This should provide motivation for food stores and 
restaurants to use our service rather than throw the leftovers away.  
 
To see a full explanation of the Grocere and a complete overview of the intentions and 
qualities, see ​Appendix 1​.  
 

Products and Services Overview 

 
The product that will be created is a free, accessible app that will allow people all over the 
city to get rid of leftover food in a healthy, sustainable way. The service will also include 
the redistribution of said food to those who cannot afford any other, more expensive 
meals.  
 
Customer needs and benefits: The main problem that is being targeted with the Grocere 
service is hunger. It can be a problem for those with less money and those with no shelter 
to find affordable and edible food to eat on a daily basis. This is what Grocere aims to 
tackle and hopefully eradicate. Although there are already places such as Food From The 
Heart and The Food Bank Singapore, our service targets the REdistribution of food that 
would otherwise be thrown away. This not only tackles hunger but also limits food waste. 
The app allows restaurant owners and chefs to have a clear conscience about the food 
that they do not use at the end of each day, that would otherwise get thrown away, as they 
can donate it with little effort, knowing it will get used. It is cost-free to simply order a 

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driver to come and pick up the leftover food. The only duty they must fulfill for this to 
happen is the packaging of the food so it can be transported. Therefore, the Grocere 
service does indeed benefit two communities of people, and is able to target two 
problems at once with one simple solution.  
 
The criteria set forth below should be met to achieve successful completion of the 
project: 
 

Responsibilities and Resources needed by  Responsibilities and Resources needed by 
Customer   the Grocere Company 

Smartphone with Grocere App.  Vehicles and drivers to collect the food. 

Suitable containers to package the food.   A redistribution location for the less 
fortunate to come and collect and enjoy 
the food.  

  Sponsors that would like to support the 

hunger eradication cause and keep the 
company service going.  

  Volunteers that would be willing to: 

- Be a driver that collects the food 
and brings it to the Grocere 
redistribution location 
- Repackage the food at said location 
- Be ambassadors of the business and 
promote the app to family and 
friends  

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Market Analysis 
 
In order to get a closer look into my potential customers eyes, I sent out a survey to see 
how they felt about donating their very own leftover food to a charity, and this was the 
response:  
 

 
 
These two questions clearly highlight how my product could potentially be very 
successful, as many have already taken action to fight hunger in some form or shape, and 
most strongly feel that preventing food waste is important. Both of these aspects are key 
ideas in the creation of my app and service therefore I do feel the Grocere app could be 
very successful in a city like Singapore.  
 

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In order to look further into possible family contributors, I sent out a survey and found 
that: 
- 53% of the people I asked, go grocery shopping more than once a week, therefore 
likely to have more leftovers.  
- 73% have leftover AT LEAST a couple times during, the rest have leftover food 
available at all times.  
- However 83% do save leftover meals to eat in the following days, therefore it is 
unlikely that they will be willing to donate that much.  
- 80% of the candidates surveyed admit to occasionally wasting edible food. This is 
something Grocere would definitely help prevent.  
- Most families have rules that have to do with eating the leftovers to make sure 
none is wasted. Grocere would help relax these rules.  
- 60% of people admit they do not separate food waste from regular waste. This 
means edible food gets thrown away with the plastic and other rubbish that cannot 
biodegrade,  
- 80% of the candidates also said they may offer help to donate their leftover food 
for the benefit of others.  
- 60% said they may even be willing to pay to help others, like a form of donation.  
These results prove that Grocere could also definitely be successful with families. Perhaps 
the main market contributors would still be bigger restaurants that have a constant flow 
of food leftovers at the end of each day.  
 
Looking closer at the existing food delivery apps and food drives all over the city, it is 
noticeable that there is little information about a service app quite like Grocere. There are 
such existing food banks in singapore, such as:  
- Food Bank Singapore Ltd.  
- Food from the Heart. 
This is another reason I do feel it will be very successful, there are not many existing 
services like it, as we are inclusive of smaller collections from families and such. It would 

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be a new, innovative way to reduce food waste, therefore Grocere would be the first 
service able to provide a service like this.  
 

Strengths   - One strength about Grocere is that the company 

targets two problems at once. The first problem being 
the food waste that would otherwise be caused. 
Grocere collects the food that would otherwise be 
thrown out. Another problem that Grocere attempts 
to solve is hunger, by providing very affordable food to 
the less fortunate members of the community in 
singapore.  
- The fact that other food banks do not have an 
easy-access app and collection service that makes it 
super easy for the user to work with. The food will be 
off of their hands without them having the need to go 
anywhere.  

Weaknesses   - A major weakness about Grocere is that business 

being successful purely depends on how many people 
choose to participate. We are unable to provide food 
for the poor unless people use our app and collection 
service, and actually donate the food.  
- Another weakness is that many people may not have 
the motivation to participate, as it does require effort 
to package the food. It would be much easier to just 
throw it away, however that would harm the 
community more. This is what we need to get people 
to realise.  

Opportunities   - An opportunity that Grocere provides is that we get 

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the community involved by offering volunteering 

opportunities for the youth. This will help them gain 
experience in the food industry while also helping 
others.  
- The shutting down of other, more old-fashioned food 
banks that have lost their appeal due to more modern 
and forward-looking solutions to food waste and 
hunger.  

Threats   - There are many other food banks in Singapore that 

may be close by to some peoples houses and 
restaurants. Some of these food banks pay for the 
services and food of others to provide, and therefore 
customers may prefer that.  

 
 
As well as my own surveys, I also investigated the rest of the world and tried to find out if 
it was possible that my app would be used on a more global scale. Smartphones are a vital 
part of our current era, and as my product would be an app I feel it would appeal to a large 
amount of people in today's world. This is very important to the company as the use of 
smartphones and apps are something that Grocere relies on, therefore having concrete 
evidence that there is a large possible market of the app is vital. See ​Appendix 2​ for a 
graph.  
 
There will be different target markets for my product, but the main market is restaurants 
and small cafes and eateries. Another big market may be catering companies that have 
leftovers after an event. The smaller segment of the market for the Grocere service and 
app is the families and citizens that often are left with leftover food at home.  

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Operational Plan 
 
In the process of starting up a new business, one must make sure to showcase the 
company's strengths and become known to any other competitors. Establishing a name 
and a role in society is essential to get customers and users to be interested in the 
business. Especially since Grocere is driven mostly by donations as it is a food bank, it 
must become known that our cause is worth the donation. Therefore, creating a plan that 
highlights how and in what way we will achieve this is vital. The following points are what 
will help the Grocere app and service stand out from other donation and food drive 
options.  
 
- Marketing and Sales:  
The first area to pay attention to is the sales and marketing. As Grocere is an app that we 
would like to be available to as many users as possible, it will be launched on the IOS app 
store and android app stores as well. The app will be portrayed as efficient and easy to use, 
and will appeal to those who want to help out. Many smartphone users use their phones 
for efficiency, ie. easy food delivery, communication and entertainment. Adding an 
easy-to-use app service to the app store that allows you to donate food that wouldnt 
otherwise be eaten to the poor is definitely something that would appeal to most people.  
- Pricing: 
The idea of the Grocere company is that we do not charge those who donate money for 
their food, as it does require a small hassle to package up their leftover food for transport. 
It is enough just to be able to reduce the amount of food that would otherwise be thrown 
away as waste. Therefore, the app and full service will be free to those who donate food. 
However, we will be asking for donations around the city, and this is how we will fund the 
company. Also, significantly smaller amounts of money will be asked of those who we then 
pass the food onto. Keeping in mind that Grocere is a charitable company, we will not 
charge more than $2 a meal. This way, we get a small income to keep the company going, 
and at the same time, those who are less fortunate are able to gain access to food for a 

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much smaller price than they would usually find in a very built-up urban area. Together 
with this and the donations we will try and collect from the wealthier portion of the 
population, Grocere will be able to fund its services and continue charity work.  
- Location/Facilities: 
The Grocere service app will only require one small area, preferably a small 
canteen/eatery type area with ample storage space. This is the only area required, as the 
food is simply collected and redistributed here. Most of the work will be done when 
collecting the food from various locations around the city. These locations will differ every 
day, as the donations will vary depending on who wants to donate their food that day. 
Main operations and the company managers office will be held in the 
storage/redistribution location.  
- Logistics:  
Grocere will be hiring employees and volunteers to help with the collection and 
redistribution of the food items. We will make it clear to the many possible candidates 
that the job does not pay too much, as it is a charity-based organisation. Involving 
volunteers to collect food from around the city is very important, as without this the app 
wouldn’t function.  
- Challenges:  
One thing that may be a challenge for the Grocere app and service, is getting word out, 
and letting people know about us. This will be a challenge as we must find strategic ways 
to advertise and plan who we would like to advertise too. This is because if the app has no 
users then Grocere will go out of business. We, as a functioning online-accessible 
company, rely on the users of the app (those who donate the food) to keep the business 
going.  
 
See a full operational plan in the form of a Gantt chart showing the main timeline of events 
for creating the app and startup of the company that will aid in the business startup in 
Appendix 3.  
 

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Company and Management Structure  

 
1. Organization  
As Grocere is an app and service, it provides customers with many perks and benefits 
when working with us. We are codependent with our customers, having two main 
categories of customers. First, there are those who donate. These are the people we rely 
on to use the services provided by the app. Secondly, there are the less fortunate people 
who use the Grocere service as a food source. They are able to come to our location at any 
time and pick up food items for a significantly discounted price. They will be able to have a 
look at what is available at all times and simply choose what they would like to take with 
them.  
 
With a need to satisfy both groups of customers, Grocere has three main management 
teams. Run by the CEO, me, Sophia Douglas, there is the Food Collection team, the Food 
Distribution team and the Tech team. Separate from that we have a treasurer to take care 
of donations and such. All of these departments are what build the company to be strong 
and cover all grounds when it comes to satisfying customers.  
 
2. Key members and management system (diagram and description)   
As the Grocere app and service is a charity based service, we try to get as many volunteers 
involved as possible. This means that people will be volunteering their spare time to help 
out with no pay. Therefore, the amount of people technically employed at Grocere will be 
significantly smaller than many other food service companies. The team at grocere will be 
organised much like the following: 

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CEO: I, Sophia Douglas am the CEO of the Grocere App and Service. My job would be to 
oversee all operations going on daily, and make the call on new employees joining and 
whether or not we require extra assistance on any given day. I will also make the calls on 
how our money is spent and how we choose to expand and advertise.  
 
Food Collection: The food collection manager will be closely supervising all of the trips 
each employee and volunteer makes to collect the food from various locations around the 
city. He/she will also be responsible for making sure that all of the food is safely returned 
to the location for repackaging.  
 
The employees working in food collection will be required to travel to the destinations 
from which users of the app request collection from. They will take the leftover food off 
their hands and bring it back to the main location for redistribution.  
The volunteers will have similar jobs, however will not be required to travel farther 
distances or work for as many hours as employees will.  

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Food distribution: The food distribution manager will be overlooking the process of 
repackaging some of the food and making it available to those who then wish to 
repurchase the food items. There will be a variety of different kinds of foods that arrive at 
the Grocere redistribution location, and it will be the food distribution managers 
responsibility to make sure it is taken care of.  
 
The employees that help with food redistribution will help set the food out on tables and 
shelves for the customers to then examine and hopefully purchase. The prices will be 
significantly low, however these employees will ensure that the food is still presentable 
and appetizing.  
The volunteers will be asked to perform a similar job, however for less hours in a day.  
 
Tech Management: The tech team will be looking after the app and its functions. They will 
also keep track of orders and perform various forms of analysis on the information we are 
able to collect about the users of our app so we are able to change marketing strategy to 
target certain markets. Their main job however is to manage the online advertising of the 
app, and making sure it is attractive to the users and easy to use.  
 
Treasurer: This person would solely be responsible for keeping track of donations, and the 
main financial points that the company needs to pay attention to.  
 
3. Nuts and Bolts  
Founded in 2020 by university student Sophia Douglas, Grocere is a service app that 
allows food waste reduction to reach new heights. With her app, food all over the city is 
collected and redistributed to the less fortunate. Grocere is an incorporated company 
registered originally in Singapore, but intends to expand beyond.  
 
 

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The Job  Required qualifications  

Manager   ● Must have graduated some form of 

higher education.  
● Above the age of 18.  
● Have at least one other service job 
experience.  
● Leadership skills. 

Employee  ● Have graduated highschool or are 

currently attending.  
● Above the age of 16. 
● If a driver, have a license and little 
past trouble with traffic rules and 
regulation.  
● Have handled food in a professional 
setting before.  

Tech/Treasurer   ● Have graduated highschool. 

● Gone through some form of 
technological training, at a 
university or other.  
● Over the age of 18. 
● Have one other job experience or 
project to show abilities.  

Volunteer   ● Over the age of 14. 

● Drivers must have a license. 

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Financial Plan  
 
When starting a small business, various startup costs are required to get started. As well 
as these costs, one must assemble a team of employees who must also be given a salary. 
All of these costs add up and must be planned for. This is what will be highlighted in the 
financial portion of this report. See all of the exact figures in ​Appendix 4.  
 
1. Fixed Assets: In order to get the Grocere service started we must consider the 
space we will use to collect the food and redistribute this. The first rent deposit on 
the place we will be using is $2, 500. This place will help set a foundation for the 
company, giving us a central work space and somewhere to base the company. We 
will furnish the area with affordable furniture and simple decorations to make the 
space welcoming to anyone who wishes to eat the food directly at our location. We 
will also provide reusable bags for our customers to bring the food with them and 
then be able to reuse.  
 
2. Initial operating costs: To make sure the company has a successful launch and 
starts off the right way, we have set aside funds for various things such as utility 
deposits, advertising and licenses. These things are all important in their own way 
and was therefore worked into the financial plan. One factor that I find is important 
is that money is spent on advertising. Advertising is what will get the word out 
about the company, and get people to use the app and encourage them to use it. 
Without the promotion, the app may struggle to find people who are willing to use 
it, and that will put Grocere out of business right away.  
 
Sales forecast: Estimating a realistic sales forecast for a business like Grocere is 
challenging, as it is hard to foresee how many people/external companies would be 

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interested in donating food to us. Although requesting a pickup driver for the leftover 
food is free, people may lack the motivation to do so. As Grocere’s main drive is to help 
solve problems like food waste and works combating hunger, our main goal is definitely 
not to earn money. The funding we will receive to pay employees and keep the service 
going, will all come from donations and the small amount of income we receive from those 
who purchase the leftover food. We however, will try to market ourselves in a way in 
which encourages others to donate money to the cause.  
 

Appendices  
 
Appendix 1:  
Grocere 
Business Name 

An app that will allow people all over the city to order a pickup driver to come 
Product 
and collect their leftover food. The food will then be brought to an official 
Idea/Service 
Grocere location and redistributed to the less fortunate. 
The app and service will allow larger restaurants with more leftover food limit 
the amount of edible food that they end up throwing away. As many restaurants 
Special Benefits  are forced to throw away fresh produce at the end of each day, as it would go 
bad by the next day, grocere would happily take this produce and reuse it. This 
would limit food waste and aid distribution.  
Grocere will allow the customer to select how much leftover food they choose to 
donate. This way, the app would organise a fitting driver and vehicle. Eg. bicycle, 
Unique Features  motorbike, small van, etc. Smaller families with only a couple containers of 
leftover food would probably only require a bicycle driver, however restaurant 
chains would require a minivan to transport containers of food.  
One concern that can be recognised with this is that many of the customers and 
users of the app may not see a huge benefit in making all of the effort to donate 
Limits and 
only a small amount of food. Therefore, in order to appeal to smaller families we 
Liabilities 
must show how even one plate of food can make a difference in someone's life, 
and make it clear that hunger is all down to the lack of proper produce and food 

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distribution. Another concern is that food does go bad after a period of time, and 
that is why the food service and redistribution has to ideally take place all in one 
day. That is why Grocere would need the help of a lot of workers and employees.  
There is no production required in this service. Only collection and 
Production and 
redistribution. This would be done with the help of hired workers and 
Delivery 
volunteers. 
The suppliers would be the same people who are the customers, and users of the 
Suppliers  app, as they are the ones to make it all possible. The app and service therefore 
needs to be attractive to them, and give some sort of satisfaction to them.  
The service would require a location that all of the food is gathered to, however 
Intellectual 
it does not need a large area to gather. Grocere would also require people to 
Property Special 
collect the food, however one does not need any special qualifications for this, 
Permits 
only licences to drive the vehicle one uses.  
Grocere is a service provider app, that allows its users to rid of leftover food 
items and donate them to benefit the less fortunate. Collectors that are hired by 
Product/Service 
the Grocere company would be responsible for the collection of the food items 
Description 
and they would then be repackaged and redistributed.  

Appendix 2: 

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Appendix 3: 
 
Task  Week 1   Week 2  Week 3   Week 4  Week 5  Week 6  

Designing of the App             

Creation of the App             

Planning of logistics              

Test the App            

First week of testing            

 
 
Appendix 4:  

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Operating Capital  Amount 

Rent Deposits  $2500 

Utility Deposits  $500 
Supplies  $200 
Advertising and Promotions  $800 
Licenses  $1000 
Other Initial Start-Up Costs, eg. cost of producing the app  $500 
Total Required Funds  $5, 500 

Number of Owners  Estimated Hrs./Week  Estimated Pay/Month 

Employee Types  /Employees  (per person)  (Total) 

Owner(s)  1  45  $6, 000 

Managers   4  45  $5, 000 
Full-Time Employees  4  45  $3, 000 
Part-Time Employees  3  30  $2, 000 
Total Salaries and Wages  0  0  $44, 000 

 
Estimated Taxes 
Percentage of  & Benefits/Month 
Payroll Taxes and Benefits Wage Base Limit Salary/Wage (Total)

Full-time Employee Taxes, Insurance and 

other benefits  -- 15% $450

Owner Taxes, Insurance and other 

benefits     15%  $900 

Manager Taxes, Insurance and other 

benefits     15%  $750 

Part-time Employee Taxes, Insurance and 

other benefits     15%  $300 

 
 

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hackernoon.com/how-does-restaurant-mobile-app-drive-your-food-business-eaed

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Insight, Food. “The Importance of Food Banking Around the World.” ​IFIC Foundation​, 10 

Oct. 2018, foodinsight.org/the-importance-of-food-banking-around-the-world/.  

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16 Feb. 2019, 

www.straitstimes.com/singapore/nea-launches-year-long-battle-against-food-wast

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