CocoLoco:

FreshCoconutWat
er
PROJECTREPORT

submi
tt
edf
ort
hecour
se
LeanSt
art
-upManagement(
MGT1022)

By
RAKESHRAMJIS 16BEC0664
RAVI 15BEC0751

Wi
nterSemest
er2019-2020
Sl
ot:
TE2

NameofFacul
ty:
Prof
.NAGAVENKATARAGURAM J
 ACKNOWLEDGEMENT

Wewoul dli
ket othankourgui de,Prof.NVRAGURAM Jf or
theti
me,suppor tandknowl edgehehasgr antedus.Thisproj
ectwoul d
nothavebeenpossi blewithoutyourgui dance.Wear ehighl
ygr at
efulto
VITUniver
sit
yf orprovi
dingaplatformt oachi eveacademicsuccess.We
wouldalsoliket oexpressourgr at
itudet oourl ovedoneswhohav e
support
edust hroughoutthewhol eprocess.

RakeshRamj
i

Rav
i
 MGT1022/LeanSt
art
-upManagement/TE1

CocoLoco:
FreshCoconutWat
er
Pr
ojectRepor
t
Team Member
s
RakeshRamj
i 16BEC0664
Rav
i 15BEC0751

Team/Br
andName:

CocoLoco:
FreshCoconutWat
er

(
Thenamehasar hy
mei nitmakingitf
untopronounceandal
soconveysthe
t
ruecharact
eri
sti
coftheproductinCoco,
i.
e.Coconut.Ashor
tdescr
ipt
ionof
t
heproductisgi
veni
nt hesubt
ext.
)

Pr
oductLogo:

(Thelogoisfreshandmodern.Thecol
ourschemei scal
mingandremindsthe
buyeroftheoceanandt hewaves.Thefontiscleanandunderst
andabl
e.A
coconutcli
partisi
ntr
oducedtocementthebrandi
ngideol
ogyandthebasisof
theproduct.
)

I
deabehi
ndt
hepr
oduct
:
Coconutwat erisbecomi ngapopul arref
reshi
ngbever
age,owingt oitshigh
el
ectr
olyteandpotassium cont
ent.I
t’
sidealasaspor
tsdri
nksubsti
tuteandasa
qui
ck pick-
me- up,especi
allyforthose who need t
o be r
ehydrated qui
ckly
.
Coconutwaterisextr
actedfrom
 fr
eshyoungcoconut s.I
tisf
atfree, l
owincalori
esandloadedwithpotassi
um.
Coconutwaterisgreatforr
eplenishinglostfl
uidsi
nthebodyasi ti
slowerin
sugarandsodium y
ethigherinpot assi
um thanmostsportsdr
inks.

Butt her
ei sonetradeof f:asitisanat ur
alsubst ance,it’
spr onetospoi l
age
thr
oughoxy genexposure.Inmaturecoconutwat er,t
hisreactionismanifestedin
i
tturningbrownduet oexposur etohighheatandoxy gen–suchasl eavingthe
l
iquidtositopenlyatroom t emperat
ure.Gi
vent hesel i
mi t
ati
ons,preservingthe
shelfli
feofcoconutwat erisneededforitt
ohav eanyv iablecommer cialvalue.
Thisresult
sinlowsupplyofcoconut stonon-coastalareasdespitehighdemand
andr i
seincoconutpri
ces.

WeatCocoLocodon’ tbeli
evethatsuchami norhi ccupshoul
dstopt hi
s
nutr
ientr
ichdri
nktobecomeahousehol dname.Despi teIndi
abeingt
hethir
d
l
argestproducerofcoconut
s,ther
ei snosigni
ficantcoconutdri
nkbrandin
thecount
ry.Ouraimistotapint
othisunchar
tedt er
ri
toryandbuil
dabrandof
ourown.
Locat
ionoft
hewar
ehouse:

Wewi l
lbestar
ti
ngproduct
ioninawarehousewhichwill
alsohouseour
admini
str
ati
veoffi
ceinasecti
on.Thewarehouseexactl
ocati
onisthe
fol
l
owing:

4/
177Kevi
gakGroups,
NathakaduThot
tam,
Kar
aval
iMat
hapur
,Ar
asur
,
Ar
asur
,Coi
mbatore,
Tamil
Nadu.

Themapt
othel
ocat
ioni
sgi
venbel
ow:

Adv
ant
agesoft
hel
ocat
ion:
I
ndiaisthet
hir
dlargestproducerofcoconutwhichTamilNadubeingitsfl
agbearer
.
Coimbat
oreproducesthebestqualit
ycoconutsasiti
ncorpor
atesorganicfar
mingin
thest
ateandareavail
ableallyearr
oundplusthepri
cesarecheaperthanmostother
l
ocati
ons.
Thedist
anceofthel ocati
onf r
om thenearesthighwayismer el
y3. 07
ki
lometr
es.Thi
stranslat
est osmootherr
oads,cheapertr
ansportcost
andfast
erdel
iv
erytothet ar
getcust
omersintheNorth.

Thel
ocati
onisal
sor
elat
ivel
ycl
osetothenearestrai
lwayst
ati
on(26.
5
km)whichcanal
sobeusedforcheaper
,fasterandbul
ki
erload
del
iver
y.

Ast
hear
eaisalr
eadyapredominantl
yindust
ri
alar
ea,
ther
eforei
twi
l
l
bemucheasi
ertoacqui
repermissi
onstosetupanewtrade.

Thear
eaofthewarehousei
sampl ef
ortheini
ti
alset
upprocess(1,500
squar
efeet
)forarentpr
iceofanaff
ordabl
esum ofRs.9,000/month.

Thewarehousealsoguaranteesi
mmedi
atepossessi
onsot
her
eisnol
ag
int
hepr ocessofdevelopment.
 Thewarehouseal
sohasaparki
ngar eawhichwil
lcomeinhandywhi
le
unloadi
ngtherawmat
eri
al t
rucksandloadi
ngthetr
ucksfi
ll
edwit
h
products.

Asthewarehouseisnearar iv
erandhasawat erconnect
ion,cont
inuous
watersuppl
yisguaranteed.Waterisessent
ialf
orourproductandcan
alsobeacquir
edvi
ar ai
nwat erhar
vesti
ng.

Asitisani ndust
rialarea,wastedisposalopti
onsar
eaplent
y.Asour
productwil
lonl
ygi v
eoutor gani
candnon-toxi
cwast
e,wecandispose
i
toffinthenearbyfarmlands.

Aconti
nuouspowersuppl
yof3.5-7.
5ki
l
owat
tisal
soav
ail
abl
efor
theoperat
ionsoft
hemachines.

Wast
eproduct
s(l
ikecoconutshel
l,
huskandfl
esh)buyer
sfrom our
pr
oductwil
lbeeasi
lyavai
labl
easiti
salr
eadyanindust
ri
alarea.

Shedconst
ruct
ionopt
ioni
sal
soav
ail
abl
efr
om t
heownerf
oranomi
nal
sum.

Man-
powerwi
l
lbecheapasi
tal
readyawel
l
-est
abl
i
shedi
ndust
ri
alar
ea.

Di
sadv
ant
agesoft
hel
ocat
ion:

Thelocati
onalthoughclosetor aw mat
eri
als,i
ssti
llf
arfr
om ourt
arget
audienceinthenort
h.Althoughthetr
ansport
ati
oncost
saremini
mum,
theywillst
il
lbeamajorchunkofourexpendit
ure.

Al
thoughtheareaofthewarehousei
senoughforthestar
t,buti
twi
l
lfal
l
shor
tofourrequi
rement
siftheent
erpr
isecont
inuestogrow.

Therei
snoin-
buil
tcol
dstor
ageopti
onav ai
labl
einthelocat
ion.I
t
woul
dhavebeenessent
ial
forst
orageissuesr
elat
edt oedibl
es.
Execut
ivesummar
y
CocoLocoi sacompanyengagedi npr oductionofpackagedt endercoconut
water.Thewat eroftendercoconuti sast eri
le,nutr
it
ious,thir
stquenchi ngheal t
h
dri
nk.Thepur eand sweett endercoconutpossessesenor moust herapeuti
c
propert
iesandi sathir
st-quenchingrefr
eshi ngheal t
hdr i
nkf orall
agegr oups.Iti
s
l
oadedwi t
hnat ur
alsugars, salt
s,andvitami nsandi slowi nfat,calori
esandhas
nochol ester
ol.It
'sahi ghlyr ej
uvenati
ngt onicthatcanwar dof ffati
guei nan
i
nstant.CocoLocot akest henature’
sgiftini t
snat ur
alform byof feri
ngt hetender
coconutwat eri
ncansandsi mplepacketst hatarefoodgr adeand
eco-f
ri
endly.Ouremphasisisondeli
veringGod’sgif
tinit
str
ueandnat uralf
orm.
Wepr omoteourproductasanaturalthir
stquencher,
ahealt
hdrinkandalsoasa
substi
tut
ef orarti
fi
cialener
gydrinks.CocoLocoof fer
squalit
ycoconutwat er
dri
nki nit
snat ur
alform.Ourv i
sioni stobeoneoft helargestproducer
sof
packagedtendercoconutwateri
nthey earst
ocome.

Far mf r
eshtendercoconutar eselectedandnat uraltendercoconutwat eris
squeezedout ,
untouchedbyhandandputt hroughaspeci alprocessandpacked
i
nf ood-
gradecans,whichkeepsitf reshformont hs.Thet asteisnatur
aland
hencegood.TenderCoconutWat erisconsi deredtheheal t
hi est&bestsports
drinkint heworl
d,becauseitcontainsv i
taminsandpr otei
ns.Thebenef i
tsof
tendercoconutwat erdiscov
eredbyay urvedi
cexpertscent uri
esago,isev en
todaybeingputtouseinmoder nhospital
swor l
dwide.

Thesi zeofsof tdr inksi ndust ryisest i

mat edt obeappr oximat ely50bi ll
iondol lar
s
andi sgr owingatar ateof6t o7%annual ly.Thepercapi taconsumpt ionofsof t
dri
nksi nIndi ai sar ound5t o6bot t
lescompar edt oPaki stan' s17bot tl
es,Sr i
Lanka' s21, Thai land' s73, thePhi lippines173andMexi co605.Coconutpr oducts
aregai ningpopul ar i
tywor ld-wide.FAOst udi escont ributedsi gni f
icant l
yt oitsnew
accept ancebyr aisingt hel evelofr espect abilit
yofcoconutpr oduct s.CocoLoco
aimsatcapt ur ingt hehugepot ent ialof feredbybot hdomest icandi nternational
mar ket .
Tendercoconutwat eri srecommendedf orpeopl eofal lages.Wi tht he
consumer st ur ningheal thconsci ousandpr eferri
ngnat ural product s,webel ieve
thatourpr oducthasast r
ongmar ketbot hindomest icci r
clesandi ncount r
ies
abroad.Ourmai nt argetcust omeri st heor dinary‘Aam- Aadmi ’(commonmanon
ther oads) .Secondl y,wet argett hey ounggener ationwhohav eaf ancyf or
energydr i
nks.Weal sot argett hespor tper sonswi thourspeci al ener gypack.We
wantt omakeav ailabl eourdr inkf orhomes, offi
ces, hospi tals, spor ts-persons,
mar riages, ot heroccasi ons, hotelsandr est aurants.Adv antagesofi nvestingi n
thi
si ndust r
y:
Goodav erager eturnsoni nv estmentov ert hel if
eoft hepr oject .
Fasterr ecover yofi nv est ment
Year -roundav ailabilityofcheapr awmat erials.
Witht heuseofappr opriatemachi ner y,thel abouri nv ol
v edi snotexpensi ve,
asi tismost lyunski l
ledandwi delyav ailable.
Aglobal mar ket
Gov ernmenti ncent ivesf oragr o-processi ngoper ations.

Legal
str
uct
ureoft
hecompany
CocoLocoPt .Lt
d.i sapr i
vatelyheldf i
rml edbyat eam ofyoungent husiasti
c
i
ndividualsandgui dedbyexper i
encedseni orprofessi
onal
s.Wehav echosenour
businesst obeequal lysharedamongev erymember sofourgroup.Inthi
st y
peof
l
egalst ructure,t
hebusi nesshasl i
mi tedli
abil
it
y.Itiseasi
ertor ai
secapitalthan
part
ner shipsorsolet radersasshar escanbesol dt oalargenumberofpeopl e
(onl
yf riendsorr elati
ves).Managementi sshar ed.Conti
nuit
y-thebusinesswi ll
sti
ll
existi foneoftheshar eholder
sdi es.
HeadofDepar
tment
s
Techni
cal:Rakesh
Market
ing:Ravi
Sal
es:Rav i
Admini
strati
on:RakeshandRav
i

Or
gani
zat
ional
char
t

Or
gani
zat
ionst
ruct
urebasedont
hedepar
tment
s

Or
gani
zat
ionst
ruct
urebasedont
hehi
erar
chy
Mar
ketsur
vey

Mar ketcondi tionsf oracoconutwat erbr andl ookexcl usivel

yf av our ablei nthe
comi ngy ears.Speci allybei ngf rom t hecount r ywi t
ht het hi
rdl ar gestcoconut
product ionandnomaj orbr andsel l
ingi t,thissect orseemsl ikeaunchar ted
terr
itory.The f oll
owi ng i s a br iefsur vey thatoutt eam di d( amongst100
i
ndiv i
dual s)t hatamongstt hegener alpubl i
cwi thpar t
icipantsr angi ngf rom age
10t o60andabov e.Thegenderr at i
owasev enl ydist ri
butedandwef oundout
thatthegener alpublicgoesf orjuices, shakesandcar bonat eddr inks, butthereis
agr owi ngmar ketofheal th-consci ouspeopl egoi ngf orheal thdr i
nksandener gy
dri
nksaswel l
.( 30%)Al ongwi tht heusualsuchast asteandbr and,mor eand
mor epeopl ear elookingf orhealthbenef itsinthei rdrinkingopt ions( 52%) .When
tol
daboutourpr oduct ,CocoLoco, mor ethan95%peopl ewer eposi tiv eaboutt he
prospect usoft hepr oductwi thar ound71%peopl ebei ngsuperexci tedabouti t
.
Almostev eryonebel iev edt hatourpr oductwi l
lbeahi tamongstpeopl ef rom al
l
agegr oupsandwhati si nterestingt hatabout80%oft hem didnotknow about
anyot herf ami l
iarbrandt hatsel l
ssi mi larstuff,indicatingt hatthismar keti ssti
l
l
rel
ativelynewandeasi lydomi natabl e.Asf arast hepr icet hattheconsumerbase
wasr eadyt opayf ort hepr oductcameupt obear oundRs. 20.9.Ar ound58%of
thesubj ect swoul dl i
ket o makecoconutwat erapar toft heirr outine.One
i
nterest ingpat ternthatpoppedupwast hatpeopl ewer egener allyi ncli
nedt o
dri
nk coconutwat eraf t
ert heyneeded t of eelr efreshed l i
ke when f eel
ing
dehy dratedoraf t
erawor koutsessi on.

I
mage1.Sur
veyscr
eenshot
I
mage2.Agegr
oupofsur
veysubj
ect
s
 I
mage3.Gender
sofsur
veysubj
ect
s

I
mage4.Usual
sof
tdr
inkst
hatt
hesur
veysubj
ect
shav
eusual
l
y

I
mage5.Sof
tdr
inkspr
erequi
si
tesf
orsur
veysubj
ect
s
 I
mage6.Vi
ewsofsur
veysubj
ect
saboutt
hepr
oduct

I
mage7.Opi
nionsofsur
veysubj
ect
saboutsui
tabi
l
ityoft
hepr
oductt
oal
lagegr
oups

I
mage8.Consumpt
ionst
ati
sti
csf
orsur
veysubj
ect
s
 I
mage9.Consumpt
ionf
requencyofsur
veysubj
ect
s

I
mage10.Expendi
tur
est
ati
sti
csf
orsur
veysubj
ect
s

Thepercapi taconsumpt i
onofsoftdri
nksi nIndiaisaround5t o6bot t
les(sameas
Nepal's)compar ed t
o Paki
stan'
s 17 bottl
es,Sr iLanka's 21,Thailand's 73,the
Phil
ippines173andMexi co605.Thei ndustrycont r
ibutesov erRs12bnt othe
exchequerandexpor tsgoodsworthRs2bi ll
ion..AnNCAERst udysay sthat91%
softdr ink sales are made tot he l
ower ,mi ddle and uppermi ddle classes.
Euromoni t
orInternati
onal
'
ssoftdri
nksdatashowst hatBrazili
scurrentl
yt hewor l
d'
s
l
argestmar ketf orpackagedcoconutwat er.Coconutwat eraccountedf or67% of
100%j uiceretailvol
umesalesin2010,compar edto47%i n2005and21%i n2003.
Thisrapidsharegai ncamepri
maril
yattheexpenseofor angejuice.
Tendercoconutwat erisr ecommendedf orpeopl eofal lages.Wi t
ht heconsumer s
turningheal t
hconsci ousandpr eferr
ingnat ur alpr oducts,webel i
ev ethatourpr oduct
hasast rongmar ketbot hi ndomest icci rclesandi ncount ri
esabr oad.Ourmai n
targetcust omeri stheor dinary‘Aam- Aadmi ’
( commonmanont her oads) .Secondl y,
wet argett hey ounggener ati
onwhohav eaf ancyf orenergydr inks.Weal sot arget
thespor tper sonswi thourspeci alener gypack.Wewantt omakeourdr inkav ail
able
forhomes, offi
ces, hospitals,sportsper sons, mar riages,otheroccasi ons, hotelsand
restaur ant s.Ther ecentst udiesshowi ngt hei mpactofaer at eddr i
nksonheal thhas
turnedcust omert o
i
gnor esuchar t
ifi
ciallyproduceddr inksandgof ornaturalf ooddr inks.Ther i
sing
popul ationwi llrequirelargeramountoff ooddr i
nks.Ourpr oductwi llbeanat ural
thi
rstquencherdur i
ngt hel ongsummermont hsanddur ingt heseday swesee
demandpi ckingupi nNor thernPar tsoft hecount ry.Thereisahugepot enti
alforour
productt ocompet eagai nstthecol adr i
nks.Weal sof ocusonar easl ikeDel hi
, North
I
ndi anSt ateswher et her
ei shugedemandf ort endercoconut .

Tendercoconutwat eri sr ecommendedf orpeopl eofal lages.Wi t

ht heconsumer s
turni ngheal thconsci ousandpr eferri
ngnat ur alproduct s,webel iev ethatourpr oduct
hasast rongmar ketbot hi ndomest i
ccirclesandi ncount riesabr oad?Wet argett he
younggener ationwhohav eaf ancyf orener gydr inks.Weal sot ar getthespor t
per sonswi t
hourspeci alener gypack.Wewantt omakeourdr i
nkav ail
ablef or
homes,of fices,hospi tals,spor tsper sons,mar r
iages,ot heroccasi ons,hot elsand
rest aurants.So, wewi l
lhav etof ocusont hemar ketagai nstcol adr i
nks.Whi lesal es
off izzydr inksr emainsl uggish,coconutwat erwast hewor ld'sfast est -gr
owi ngcol d
drink l asty ear.Wor t
h $2. 5 bil
lion (economi ctimes. i
ndiatimes. com) .The gl obal
packagedcoconutwat ermar ketsi zewi l
lcr ossUS$8. 3bi l
lion,gr owi ngsi gnifi
cant l
y
withaCAGR of25% dur ingt heper i
od2017−2023.Themar keti sexpect edt o
i
ncr easei nt er
msofv olumeandr evenues.Thegl obalpackagedcoconutwat er
gener atedar evenueof$2689. 8mi l
li
oni n2017andi spr ojectedt orisewi thaCAGR
of24. 2%dur ing2018- 2023.Packagedcoconutwat ermar keti sexpect edt owi tness
signi fi
cantgr owthduet oi tsheal thbenef its.Thei ncreasingdemandoft astierand
heal thierdr i
nki sonet her easonboost i
ngt hef lavouredpackagedcoconutwat er
mar ket.(www. ari
zton.com)
Indiapackagedcoconutwat ermar ketst oodat$15. 38mi ll
ioni n2016,andi s
projectedt ogrowataCAGRofov er17%,i nvaluet erms,duri
ng2017- 2022toreach
$40. 73mi l
l
ionby2022,ont hebackofr i
singheal thconcernsduet ohecticand
stressfull i
fest
y l
e and increasing consumerspendi ng on wel l
ness productst o
preventsi gnsofagei ng.Mor eover,surgingdemandf orpackagedcoconutwat ercan
beat t
ributed to growing awar enessaboutpot enti
alhealth benefit
sofdr inki
ng
coconutwat er,natur
alandheal thydr i
nksov erhighcalori
ecarbonat eddri
nks.Allt
he
abov est atedfactorsarelikelytopr opeldemandf orIndiapackagedcoconutwat er
mar ketov erthenextf i
veyear s(
www. techci
research.com)

The coconutsuppl y chaini nI ndiar emai ns an unor ganised and compl ex sector
(www. thehindubusinessli
ne.com),wi tht he maj ori
ty of or ganised suppl y headi ng
towardscoconutoi lproducti
onandot hercoconutuses.Si ncet hedemandf orthewat er
onani ndust r
ialscaleissti
llsorecent ,mar ketersoft hewat eroftenstrugglet ofindlarge
enoughv olumesf rom rel
iablesuppl iers.Whi l
et heCoconutBoar dofI ndi aaimst o
i
ncreaset hedemandf orcoconutwat erandcoconut -basedpr oduct s,theirplansf or
generatingdemandar eoutdatedandhav enotcaughtupwi t
ht hepotent i
alofpackaged
coconutwat er.Hav i
ngsaidt hat
,theCoconutBoar dhasst art
edt opr omot et echnology
thatcanext ractthewat erandbot tlei t
,amet hodt hathasbeenadopt edbysev eral
manuf acturersint hesouther nstates.Fort hecoconuti ndustrytot r
ulymoder nise,the
CoconutBoar dwi l
lneedt owor kal ongsidet henew wav eofpackagedcoconutwat er
entr
epr eneurst o mechani se the coconutcol l
ection and aggr egation pr ocess and
i
mpr ovet heav ai
labili
tyoft
henut sint heiry oung, dri
nkableform.( www. fnbnews. com)

Compet
it
oranal
ysi
s

Fr
om t hegetgo,thesur veyt
hatwehadconductedwitht
hegeneralpubl
ic
pr
esentedthevi
ewthataround80%peopl
edi
dnotknowanywi
despr
eadcoconut
waterbrandi
nIndi
a,l
eavi
ngabigmarketf
orust
oexplor
e.
 I
mage11.Compet
it
ionknowl
edgeofsur
veysubj
ect
s

The50- bn-r
upeesof tdri
nki ndustryisgr owi ngnow at6t o7% annual ly
.Ther eare
about110sof tdrinkproduci ngunits( 60% beingownedbyI ndianbot t
lers)int he
count ry
.Al though rel
ati
velyunknown t here are some packaged coconutwat er
brandsi nI ndiasuchas‘ CocoSi p’
,‘Cocof ly’andthemostwi delyknown‘ CocoJal’
.
Indiapackagedcoconutwat ermar ketiscont rol
ledbythesemaj orplayers,namel y–
JainAgr oFoodPr oductsPv t,PureTr opic,DaburIndiaLi
mi ted,NilgaiFoodsPr i
vate
Limi t
edandNat ure’sFi
rstIndi aPri
vateLi mi t
ed.Eventhought hesect orofcoconut
wat erhasi mmensepot enti
ali nIndia,therear enotmanysuccessf ulexampl esof
popul arproductsduet ounsuccessf ulmar keti
ngcampai gnsandnotr elatingt othe
targetconsumer ,sky-
rocketingprices,hav ingloadsofpr eservativesandbei ngan
unor ganisedasasect or.

Weal sohav ebigcompet i

ti
onf r
om t hecar bonat eddr i
nki ndust r
ywhi chcurrent l
y
domi natesthemar ket.PepsiandCokear ethemaj orpl ayersinsof tdri
nkindustry.In
I
ndi a,CokeandPepsihav eacombi nedmar ketshar eofar ound95% di r
ectlyor
throughf ranchi
sees.Ther eareabout110sof tdr inkpr oducinguni t
s( 60% being
ownedbyI ndianbottl
ers)inthecount ry
.Someoft heleadi ngBr andsareCocaCol a,
ThumsUp,Li mca,Fanta,Maaza,Pepsi ,Mi r
inda,7' UP,Sliceetc.Thesedr i
nkshav e
alway sbeenacr owdf av
ourit
efort heiruniquet asteandbr andv al
ue.Butint he
recenty earsthesebr andshav estar
tedl osingt heirmar ketshar esduet ot henew
healthconsciousIndianconsumer s.
 Feasi
bil
i
tyanal
ysi
s
Af easi
bil
i
tystudyisast udy,whichisperf
ormedbyanor ganizati
oninor derto
evaluat
ewhetheraspecificact
ionmakessensef r
om aneconomi coroperati
onal
standpoi
nt.Theobject
iveofthest udyi
stotestt
hefeasi
bil
i
tyofaspeci f
icaction
andt odet
ermineanddef i
neanyissuesthatwoul
dargueagainstthi
sacti
on.

Technicalfeasibi
li
ty
Proposedpr oduct:CocoLoco: FreshCoconutWater
Compet it
ionanalysis:(mentionedinsect
ion6)
USPoft hepr oduct:(mentionedinsecti
on8)
Resourcesr equi
red: Fr
eshcoconut s,
preser
vat
ives,
inf
rast
ruct
ural
resour
ces,
manpower
and t
ransportresources.
 Capabi l
i
tyoft heorgani
zat
iont
oacquireresources:I
tiscapabl
etoacquir
e
theabov eresourcesmainl
yduet ol
ocati
onsui t
abil
it
yandeconomi c
suffi
ciency.
Regulatorystandardsfort
heproduct
:FDAst andardsaremaint
ainedfort
he
product.

Mar
ketf easibi
li
ty
Targetmar ket:Open- AirEv
ent s
Spor t
sEv entslikeIPL(IndianPremierl
eague)Mat
ches,
Ot herCr
icket
mat ches,Hockeymat ches,etc.
CollegeFests.
Car ni
vals.
Dayl i
ghtfestivalcelebr
ations.
Sell
ingplace: Anyplacewher et heeventi
shappeni
ngl
ikeArenas,Gr
ounds,Open
areas.

Ov
eral
lri
skassessment
Majorrisksassociatedwiththeoperat
ion:Majorriskswit
hthepl ancanbe
spoi
lageofpr oduct,tr
ansportat
iondel
ays,mi t
igat
edsalesetc.
Survi
valout l
ookf oreachoft heabover i
sks:Todealwi thspoi l
age,weneedto
haveacol dstorageunit,fortimel
ytransportati
onanddi stri
buti
onweneedt o
makef ulluseofthenat i
onalhighwaysandr ai
lwayl i
neavai
lableandfi
nal
l
yfocus
onthemar ketandadverti
singtoboostsales.

Ev
ent heri
skofspoil
ageoftheproducti
smini
misedasthetargetmar
keti
sOpen
Ai
reventssotheproduct
ionofthebever
ageswil
lbedoneonlywhenOrder
edand
wi
llbesoldwi
thint
wot hr
eedaysandwi l
lbeconsumed.

USPofourpr
oduct
Coconutwat erhasinnumerabl
ebenefi
tstothehealthoft heindivi
dualthat
provi
destheuniquesell
i
ngperspect
ivet
othi
sproduct.Therearevari
oushealth
benefi
tsthatwil
lmakeitver
ypopularwi
thourt
argetaudienceandthoseareas
fol
lows:

CocoLocowat erisr efr

eshing,cont ai
nsessent i
alelect r
oly
tes,andi sthemost
nat
uralisotonicdri
nkt hatexistsinthemar ket
.containsimpor t
antmineralssuch
as:Mg,Ca, P,KandNa.
CocoLocowat erisadi gestivetonic.I
thelpsi ntheabsorptionoffoodand
i
mpr ovesdigesti
ont hr
oughi tsbi oact
iveenzy mes.
CocoLocohasl i
tt
letonoaddi t
ivespresentandi salong-lasti
ngrefreshi
ngdrink.
CocoLocoi sagoodal ternati
vet ocommer cialdri
nkswi thhighcal or
iccontentand
canhelpy oulosewei ght ,reducechol ester
olandi ncreasey ourmet aboli
sm,si nce
youwillbeconsumi ngf ewercalor i
esthanot hercommer cialfl
avouredsoftdrinks.
I
twi
llappealt
othebeautyconsciouspeoplebecausei
thascy t
oki
nesinit
,whi
ch
i
sawell-
knownanti
-agei
ngagent.Besidesthis,i
tal
sohydr
atesyourski
ntomake
i
tmoreradi
antandfi
rmerandy ourhai
rshinier.

CocoLococanbei ncr
edi
blyusef
uli
nt hecaseofhealt
handmedicineasitcanbe
i
nject
eddirect
lyi
ntothebloodstr
eam asplasma,canbeusedasar epl
acement
to sal
ine sol
uti
on forpat i
ent
s,treatcholer
a,i nf
ecti
ons,blood poisoni
ng,
malnouri
shment,
kidneyst
onesandev enhangover
sasi ti
shygi
enical
so.

Mar
ket
ingst
rat
egy

Oneoft hebi ggestchallengest hatsmallbusinessownersfaceisensuri

ngthat
theyfar
et alkingtotheirtargetmar ket
.Wi t
hlimitedmarketi
ngfunds,i
tis
essenti
althaty outalktot herightpeople–y ourpotent
ialcust
omers.Itmay
soundobv ious,buttherear emanybusi nessowner swhoconsiderwhowi l
lbuy
thei
rproduct sorservicesbef oretheybegintheirmarketi
ng.
 Asment ionedbef ore,t herei sanunexpl oredmar keti nIndi aasf arascoconutwat eri s
consi der ed,gr owt hchancesar ehugeandspeci allyt henew heal thconsci ousI ndi awi l
l
l
ov eCocoLoco.Consi der i
ngt hei mmenseheal thbenef i
t soft hepr oductt hatwear e
manuf act ur i
ng, wef eelt hati twi l
lbebenef icialforusi fwet api nt otheunmar kedmar ket
ofheal thent husi ast s,at hlet
esandpeopl er equiringt hispr oducti ncaseofemer gency
medi cali ssuesorot her wisel i
kei nt hemi li
taryofhospi tals.Wear etar get i
ngt hear ea
aroundDel hiandNCRasourpr eli
mi nar ymar ket,gr adual lyspr eadi ngt omostofNor th
andCent ralIndia.Thi ssect ionoft heI ndianpopul ationl ov escoconutwat erbuthast o
sur r
endert oi tsunav ailabili
tyorhi ghpr i
ces.Oureconomi ct ar getwi llbet hegr owi ng
mi ddleanduppermi ddl e-classI ndianwhodoesnotshyawayf rom spendi ngaf ewbucks
toensur et hemuch- neededheal t
hbenef it
s.Theagebr ackett hatwear et arget ingr anges
from hi ghener gyt eenst opeopl er elax ingi nt heirr etirementhomes.Wef eelt hateach
agegr oupcanbenef itf r
om t hemi neralr i
chCocoLoco.Wewi llbedi stribut ingour
product st ogy msandspor tspar ksasCocoLocoi sagoodal ternativet ocommer ci al
drinkswi thhi ghcal oriccont entandcanhel py oul osewei ght ,r educechol est er oland
i
ncr ease y ourmet abol ism,si nce y ou wi l
lbe consumi ng f ewercal or ies t han ot her
commer ci alf l
av our edsof tdr inks.I naddi tiont ot hisCocoLoco wat eri sr efreshi ng,
cont ainsessent ialel ect rolyt
es,andi st hemostnat ur alisot oni cdr i
nkt hatexi st si nt he
mar ket .cont ainsi mpor tantmi neralssuchas:Mg,Ca,P,K andNa.Theabov et wo
proper tieswi llbel ucr at i
vet ogy m beast sandpr of essionalat hletes.Wewi llal sobe
stocki ngourpr oducti nmi li
tarycampsandhospi talsal i
keasCocoLococanal sopr ov e
tobeal ifesav er .CocoLococont ainsessent i
alel ect rolytes,andi sthemostnat ur al
i
sot oni cdr i
nkt hatexi st si nthemar ket .cont ainsimpor tantmi ner alssuchas: Mg, Ca, P, K
andNa.I tisadi gest ivet onic.I thelpsi nt heabsor ptionoff oodandi mpr ov esdi gest i
on
throughi t sbioact i
v eenzy mes.CocoLococanbei ncr ediblyusef ulint hecaseofheal th
andmedi cineasi tcanbei njecteddi rect lyint othebl oodst ream aspl asma, canbeused
asar epl acementt osal i
nesol utionf orpat i
ent s,treatchol era, inf ect i
ons, bloodpoi soni ng,
mal nour ishment , kidneyst onesandev enhangov ers.

Asmar ket
ingtool
s,wecanuseadv er
ti
si
ngonsoci almediabyinfl
uencers,t
elev
isi
on,
bil
l
boar dsand pri
ntmedia.A completeaccountoft hepubli
cit
yr el
ati
onsst r
ategy
i
ncludingal i
stofmedi
athatwi
l
lbeapproachedaswellasascheduleofplannedevents
canbemappedout .Wecanscheduleplannedpr
omotionalact
ivi
ti
essuchasspeci al
sales,
coupons,
 cont estsandpr emi um awar ds.Apar tf rom thiswecanal sohav easepar ate
websi tewi thaninhousegr ievancecel landbul korderser v i
ce.Theheal t
hbenef i
ts
offered byourpr oductwi llbet het hemeand keydr iverf orourpr omotion
campai gns.Wei ntendtocapi t
alizeont hepr omotionsbygov ernmentagencies
l
ikeCoconutDev elopmentBoar d,whohav ebeeni nv olvedi npr oductpromotion
campai gn.Fi nancialassi stance i s prov i
ded by t he gov ernmentf ormar ket
promot i
onofcoconutpr oduct st hrought hemedi a,par t
icipationi nexhibi
ti
ons/
dev eloping / hiring display f acil
iti
es in supermar kets,adopt ing att
racti
ve
packagi nget c.@ 50%oft hepr ojectcostl imit
ingtoRs. 10. 00l akhsf ori
ndivi
duals.
Wei ntendt ouset heseopt i
ons.I fallthissucceeds,wepr oj ectourpr oductto
acqui re50%oft heexi sti
ngcoconutwat ermar ketinI ndia,whi chisabout2%of
thet otalIndiansof tdr
inksmar ket.

Sal
esst
rat
egy

We’llst artsel l
ingofcoconutwat erinsummer sandal soinwi ntersasi ntheopen
area/openai rev ent sinI ndi
at hecl imateismai nlyhotandhumi d.Peoplemai nly
consumessof tdr i
nksand car bonat ed dri
nkswhi ch are har mf uland ev en not
hydratet hebodyef fectiv
ely.Sell
ingcoolcoconutwat erintet rapackswi l
lbegood
evenf orheal thandast henut rit
ionalv al
ueofcoconutwat eri shighandagood
sourceofel ect rolyt
ei twi l
lhydratet hebody .Al soourdr inki sboundt obeahi t
bankingont heUSPofpr oductasst atedinthesect ionabove.Weal soplant oent er
i
ntot ie- upswi thi nsti
tuti
ons,hospi tals,pharmaci esandgy mnasi umsv i
apar tner s
anddi st r
ibuterst oof ferourpr oductt othem byest abli
shingacount eratt heir
campuses.Tobr ingthepr oductt othemasses, wewi l
lof
ferourpr oductatall stores
andr et ailoutlets.Wecanal soseekhel pthehel pofwel l
-establishedagenci essuch
asAmazonet c.asouronl ineshoppi ngpartnersandev engi vef reesampl esat
sportingev entssuchast heannual Chennaimar athont opopul ari
seourbr and.

GSTf
ort
hepr
oduct
28thGSTCouncilMeeti
ngwashel d21stJul
y2018.Ratesf
or45Goodsand2
Servi
ceshavebeenr
evised.Ther
eis12%GSTt axrat
eonTendercoconutwat
er
putup in uni
tcont
ainerand beari
ng a r
egi
ster
ed br
and name.HSN code:
22029090

Pr
ici
ngst
rat
egy
Costofproduct
ionwit
hpackagingcomesupt oRs.10–Rs.11.Maxi mum Retai
l
Pri
ceofourproductwil
lbeRs.20f ort
heyearof2019.We’
llsellt
heproductata
cheaperratefirstso thatwe can compet e wi
th ouralready est
abli
shed
competi
torsandtheni
ncreaseourpri
ce.

Year Pr
ice
2019 Rs.25
2022 Rs.25
2027 RS.27
Cl
ear
ancesandLi
censes

CocoLocowi
l
lgett
hest
oraget
echnol
ogyf
rom t
heDef
enceFoodResear
ch
Laborator
y,aPremi
ereDefenceLab,
undert
heaegi
sofMini
str
yof
Defence,Gover
nmentofIndi
abypayingaone-
ti
meli
censef
eeofRs
3l
akhs.
St
atut
oryr
equir
ementofFSSAIl
i
censef
orsetti
ngupoffoodprocessi
ngi
ndust
ry.
Stat
eli
cense-It
sfeesf
or1yeari
sRs.2000/3000/
5000-canbeappli
edfor
1–2–3–4–5y ears
MSME(Mi cr
osmall
medium ent
erpr
ise)&GSTr
egi
str
ati
on–consul
tancyf
ee
ofRs.1799byGovt
.ofI
ndia.
Regist
rati
onunderBOCW actandCESSv aluati
on.AnyConst ructi
ondoneon
anyIndustr
ialPlott
heowneroft heplothastopaycesst otheSt at
e
Government.TheSt ateGovernmentthenwi l
li
ssueaNoObj ect
ion
Cert
ifi
catestati
ngthattheploti
sfreehold.TheApplicanthast osubmitt
he
appl
icati
onalongwi thbui
ldi
ngplan.Thet i
mer equi
redis4- 6Wor ki
ngdays.
Factoryl i
cense-Aspert heprovisi
onofFact oriesActandRul esappl i
cablet othe
stateev eryFactoryemployi
ng10ormor ewor kerswithuseofpoweror20or
wor kerswi thoutt
heaidofPowerhav et
ot akeFact or
yLicensebef orestartof
Fact ory.Thishastoberenewedev eryYear .Beforeappl yi
ngf orFact or
y
Licenseev er yowneroff
actoryhast oapplyf orfactorybuil
dingPl anappr oval
.
UnderFact oryBui
ldi
ngplanapprov alMapsandDr awingoftheFact oryi
st o
besubmi ttedtogetthem approvedaspert heSt ateFactoryRul es.The
Procedur ef orBui
ldi
ngapprovalandFactoryLi censet akesabout20- 25
wor kingday s.
Regist
rati
onforESI(Employees’ StateInsur ance)from Mi ni
str
yoflabourand
employment.Employees’StateI nsuranceSchemeofI ndia,i
sa
multi
dimensional
socialsecurit
ysy st em tail
oredt oprovi
desocio-
economicprotect
iontowor kerpopul ationandt hei
rdependantscovered
underthescheme.Besidesf ull
medi calcaref orselfanddependents.
EPF(Employees’provi
dentfund)f rom Mi nistryoflabourandEmpl oy ment–12%
ossalaryofempl oyee.Aspert heprovisionsoft heempl oy ees'providentfund
andmi scell
aneouspr ovi
sionsact' 1952anyest abli
shmentempl oying20or
mor epersons, ci
nemat heatresempl oy ing5ormor eper sons.Hast oget
themselvesregist
eredandcont r
ibut
et ot heprovidentfundoft heempl oyees.
Theprov i
dentfundschemehast obeappr ovedandr egistered.Ifanyoft he
establ
ishmentisnotsat i
sfyingt heabov et wocondi ti
onsf orcov erageandi f
theempl oyerandmaj or
ityoft heempl oy eesarewi ll
i
ng, theactmaybe
appli
cabletosuchest abli
shment .
AspertheProvi
si
onsoft heContactLabour(Regulati
onandAbolit
ion)Act,
1970anycontractorgett
ingandperformingoutsourcedworkandempl oyi
ng
mor ethan20workersatanytimedur i
ngy earhastotakeLabourLicense.
Thereareseparat
er ul
esappli
cabletostate.Ti
mer equir
edfortheLabour
License5-7Worki
ngDay s
Fi
resafet
yplanappr
oval-Ev
eryStatehasit
sownFi
reSafet
yAct.TheIndust
ri
al
bui
l
dinghastobeapprovedbytheFir
eDepar
tmentf
orthepurposeoftheFi
re
Saf
ety.
 Undert hi sappli
cationhast obesubmi t
tedunderwi t
ht hebuilding
Plan/Maps.Af terApplicati
oni ssubmi ttedthenFi reInspect orinspects
theBui ldingandGi veCer ti
fi
cate.Thet imer equir
edi s7- 9Wor kingday s.
St
atePollutionControlBoardwher eev eriti
sappl i
cable.Ev eryIndustryhast otake
certi
fi
cat efrom theStatePolluti
onCont rolDepartmentwhi chSt atesthatthe
industryisfreefrom AirandWat erPoll
ution.Befor
est ar tofwor ktheIndustri
es
hast ogett hemsel v
esappr ovedbyt hePol l
uti
onCont r
ol Board.TheI ndustri
es
hast oSubmi tt
heirManuf act
uringPr ocedureandal sot hereBui l
dingPlanand
Machi ner yi
nstal
leddetail
swhi chshoul dalsocontaint hesaf etymeasur etaken
forCont rolofPollut
ion.

Li
stofmachi
ner
y/equi
pment
/tool
s
Pr
oduct
ionpr
ocess:

Coconutwater
ext
racti
on, Packi
ngthe
ster
il
izat
ion pr
oduct Col
dSt
orage Tr
anspor
tat
io
n
and
pr
ocessing

Equi
pmenti
nvol
ved:
Machi nesf orcoconutwat erext racti
onandpr ocessingandst er
il
izat
ion:
Thisi nv olvest oolsforbr eakopeni ngt hecoconutshel ltoext ractthe
coconutwat erand also f aci l
i
tiesforst orageofcoconutwat er.Also,
machi nesf ortheprocessingofcoconutwat erbywhi chthecoconutwat er
i
si ncreasedi nqualit
yandal soi t
sshel fli
fei sincreased.Thi
si st
her eason
why st eril
izati
on is done and so we need machi nes to car r
y out
steri
lization.Itisherethatourpr eservativ
esar emi xedwithourproduct.
Packagi nguni ts:
Aftert hepr ocessingofcoconutwat er,thecoconutwat erhast obe
packedi ntetrapacks.Foref fici
entandhy gienicpacking,weneed
packagi nguni t
s.

Col
dst orage:
Afterpackagingweneedt
oproper
lystor
et hem whichwi
l
laddont
o
theirshelfl
i
fe.So,
weneedcol
dstoragefacil
it
ies.
Pr
oduct
ionCal
cul
ati
ons:
1coconut:
500ml
Tot
alcoconut
sdai
l
y:1000coconut
s
 1-
daypr
oduct
ion:
500*
1000=500l
t
1t
etr
apackv
olume:
200ml
Tot
alt
etr
apacksperday:
500l
t/200ml
=2500packs
Tot
alt
etr
apacksi
naweek:
17500packs
Col
droom st
orageneededf
or1-
weekst
orage:
3500l
t+1500l
t=
3
5000l
t=5m

Compar
isonofat
least3br
ands/
suppl
i
ersoft
heabov
e

A.Pr
ocessi
ngUni
t:

1.AcePack
Pr
oductDet
ail
s:Aut
omat
icGr
ade:
Aut
omat
ic,
Desi
gn:
Standar
d,Capaci
ty:
500
l
it
res
Features:
Longwor ki
ngli
fe,hi
gheffi
ciencyandstur
diness.I
tiscapabl
eof
breaki
ngopent hecoconutsandthenprocessthecoconutwaterandalso
carryoutthest
eri
li
zati
onprocessesalli
nonemachi ne.

Ar
eaoccupi
ed:
3m *
2m
Cost
:Rs9Lakh/
Uni
t

2.Ber
tuzzi
uni
t
Int
heBer t
uzziunit
,ther
eisnosingl
eunitwher
etheprocessi
ngandst
eri
li
zat
ion
cantakeplace.I
trequir
essepar
ateuni
tsandsoitbecomesmoreexpensi
ve
andtheref
ore
st
the1 uni tismor
eprefer
red.
Areaoccupiedbypr
ocessi
ngunit
:2m*
2m
Ar
eaoccupi
edbyst
eri
l
izat
ionuni
t:3m*
2m
Cost
:Rs.15l
akh/uni
t

3.Ji
aozuoMachi
ner
y

Thismachi neissui
tabl
eforcoconutcuthal
ftocollectwater.I
tisadv
ancein
technology
.Thi smachineismadeoff ul
lstai
nlessst eel
.Thismachineis
mai nl
ycomposedoff r
ame,conveyorchai
n,jui
cedi schar
gebucket,dialt
he
rack,t
ransmissionr
educer
,andotherimport
antparts.
3
Areaoccupi
ed:3*
1*23m
Cost:
Rs.14lakh/
unit
B.Packagi
ngUni
t:

Tet
raPr
ismaAsept
icPackagi
ngUni
t:

Theunitiscapableofpackagi
ng2000lit
resperhour.I
tbasi
call
yfi
ll
st he
bott
lesinahy gi
eni
cmannerandseal
sthebottl
es.Al
argenumberofbott
les
aresimult
aneousl
ybei
ngpackedandal
sobranded.
Ar
ea:
3m*
2m
Cost
:1.
5lakh/uni
t
Ki
raAsept
icpackagi
ngMachi
nes

Thisiscapableofpackagi
ng7000l
tperhour.I
tismassiveandtakesupalot
ofspaceand i sv er
ycostlywhencompar ed t
ot heotherbrand.Thi
si s
pref
erredinfactor
ieswhichar
ealreadyest
abli
shedandar egaini
ngahuge
profi
tandareproducingmuchl
argervol
umesoft hei
rpr
oductst
hanweareat
thi
sinit
ial
stage.
Area:
3m* 3m
Cost:4l
akhperuni
t

Wenzhouurbanexpor ter
s
Iti
samul t
i-
FunctionPackagingMachi
netobeusedforfi
ll
ingandseali
ng.
Iti
sautomaticandhascer t
if
icat
ionsf
rom CE.I
tcanpack30-80packsper
minut
e.
Cost:Rs.4lakh/unit
3
Ar
ea:
0.8*
0.7*
1.5m

C.Col
dSt
orage
Ti
anJi
nCol
dSt
orageRoom
Cost
:Rs6,
30,
000per
uni
t

Temper
atur
e:Canr
egul
atet
het
emper
atur
efr
om –10t
o4degr
eeCel
sius
Ref
ri
ger
ati
onSy
stem:
BrandCompr
essorUni
t
Usage:
FreshKeepi
ng,
Frozen
Cer
ti
fi
cat
ion:
ISO,
CE
War
rant
y:5y
ear
s
Mat
eri
als:
304St
ainl
essSt
eel
Out
erPl
ate
Di
mensi
ons:
2m *
1.8m*
1.5m (
cust
omi
zed)

OneGl
assDoorVer
ti
cal
Showcase
DoorNumber
:Si
ngl
eDoor
 DoorType:
FoldingDoor
Temperat
ureContr
ol:Mechani
cal
Ther
most
at
Capaci
ty:
101-
200L
Ty
pe:
Displ
ayCool
er
PowerSour
ce:
Elect
ri
cit
y
Temper
atur
eTy
pe:
Singl
e-t
emper
atur
e
Funct
ion:
Col
dSt
orage
Cost
:Rs250000peruni
t
Thefi
rstoneispref
erredast hi
sismorelikearefr
igeratorandthecapaci
tyis
l
essandsowewi l
lneedt obuymulti
pleunit
sinordertoaccommodat eal
lour
tet
rapacksandsot hefirstopt
ionismor efeasi
ble.Mor eover
,it
’sasingle
temperat
uremodelwher easinthefi
rstonethetemper atur
ecanber egul
ated
accor
dingtoournecessi
ty.
Yourshi
ner efri
gerat
orroom
Temper atur
e: 0to10degreeCelsi
us
Warranty:2y ear
s
Usage:Food, Medici
ne,FoodStorage,
LabCent
re
Cost:870000per
uni
tDimensi on
3m*2m* 2m

I
tcannotbecust
omizedandsoitist
oohugeandspaceconsumi
ng.Moreover
,it
s
moreexpensi
vet
hanthefi
rstopt
ionandt
hewarrant
yisal
soforl
essernumberof
year
s.

Sel
ect
edbr
and

1.AcePackCoconutWat
erPr
ocessi
ngMachi
ne:

I
tisaproductofAcePackmachi nes.Theof f
eredmachi
neisavai
l
abl
eon
numer
ousspeci
fi
cat
ionsaccor
dingtot heneedsofpat
rons.Thi
smachi
nei
s
welldesignedbyourt eam ofadroi
tprofessi
onal
susinghigh-gr
adebasi c
materi
alsandleadi
ngtechniquesi
ncompliancewit
hint
ernat
ionalstandar
ds.
Ourmachi neishighl
yv al
uedi nt
hemar ketforit
shigh-
speedpr ocessi
ng.
There’
sdr i
l
li
ngsandcoll
ect
ionofcoconutwater
h
c
r
r
a
f
o
c
sa
ma
o
o
t
r
o
t
ep
c
c
l
l
m
e
d
n
rp
h
o
e
i
d
i
le
i
n
c
1n
u
t
e
3
nk
s
t
i
zt
i
o
ai
n
e
t
d
r
i
n
tgi
i
w
.
7t
l
l
b
s
i
os
a
T
i
n
u
.
nn
a
t
h
o1l
e
i
go
t
i
Iot
h
s
r
4
n
nt
cai
5
f
hs
oc
al
n
o
f
e
nta
s
v
b
au
p
a
p
o
kn
a
ot
o
Cfl
v
c
a
t
h
ei
t
a
e
o
t
p
e.
b
k
s
r
e
pA
l
e
a
r
i
r
l
at
s
h
b
a
c
u
ca
o
p
e
o
t
a
n
ef
a
u
h
r
i
t
.s
i
l
a
t
t
t
o
It
r
c
i
n
n
,
te
n–c
c
s
t
h
rt
gt
4ta
e
ec
i
n
h
a
qh
o
e
o1
n
r
e
u5
n
t
h0
t
a
e
e
5s
c
i
ra
ds
i
s
e0l
i
x
u
sn
s
t
e
t
o
n
si
e
a
r
a
c
e
rt
r
r
o
d
a
os
pe
s
me
ct
n
e
g
i
n
as
t
e
d
g
e
ro
e
u
s
r
g
ar
i
n
dc
.
a
o
l
tf
l
i
i
t
o
T
d
ec
z
c
h
i
n
a
u
uo
a
,
t
o
i
b
n
nc
t
i
h
s
g
i
t
io
a
n
h
,
o
w
t
sn
t
u
au
.
i
t
s
h
at
T
s
w
i
c
e
nw
h
,
a
a
r
ea
e
w
tt
s
h
e
mo
hma
1ye
dsa
t
he
t
e
r
r
e
oir
e
r
i
r
e
k
i
tc
r
e
nta
i
l
e
e
e
nn
pr
bnb
i
z
t
h
f
s
o
o
ea
e
f
t
c
ct
mp
h
n
e
oe
i
o
c
e
c
e
-
r
so
r
t
i
w
e
s
mec
c
a
v
f
io
no
o
t
e
a
r
i
n
sl
l
f
n
u
s
t
ge
t
u
r
t
e
e
ga
moc
h
t
e
e
r
r
a
nt
e
e
w
s
r
i
t
d
rd
r
l
i
u
e
e.
a
z
i
t
dT
t
e
n
ah
r
g
t
i
bi
i
n
o
l
es
g
n
expensi
veandt heref
ore t
hisuniti
s mo r
e pr
eferr
ed .
Tet
raPr
ismaAsept
icPackagi
ngUni
t:

Theuni tiscapabl eofpackagi ng2000l it

resperhour .I
tbasical
l
yf i
ll
st he
bottl
esinahy gi enicmannerandseal st hebottl
es.Alargenumberofbot t
les
aresimultaneousl ybeingpackedandal sobranded.Otheruni
tsaremassi ve
andt akeupal otofspaceandar ev erycost l
ywhencompar edtothisbrand.
Others ar
e pr eferred infactori
es whi ch are al
readyestabl
ished and are
gaini
ng a huge pr ofitand are produci ng much largervol
umes oft heir
productsthanwear eatthi
sinit
ialst
age.
3.Ti
anJi
nCol
dSt
orageRoom:

A col d st orage r oom wher e allourt etra packs can be st ored unt i
l
transportation.Itcanr egulatethetemperaturefrom –10t o4degr eeCel sius,
hasaBr andCompr essorUni t.I
tkeepsstoresi tem freshandf rozen.Ithas
certi
fi
cat ionf r
om I SO andCE.Mat eri
alsinclude304St ainl
essSt eelOut er
Plate.Thi sonei spr efer
redasot her
sar emor el i
kear efri
geratorandt he
capacityi sless and so we wi l
lneed to buymul ti
ple unitsi n ordert o
accommodat eal lourt etrapacksandsot hef i
r stoptioni smor ef easible.
Mor eover ,othersar easi ngl
et emperat
uremodelwher easi nthisonet he
temper aturecanber egulatedaccordingtoournecessi t y
.Ot herscannotbe
customi zedandar espace
consuming.Mor eover,theyar emor eexpensi
vethant hisoptionandt hei
rwar rantyis
alsoforl essernumberofy ears.
Dimensi ons: 2m * 1.8m* 1.5m=5. 4m^ 3
Quot
ati
onofal
lthemachi
ner
ywi
thexactpr
icesandGST

AcePackCoconutWaterProcessi
ngMachi
ne
Cost
:Rs9Lakh/Unit(
Incl
uding12%GST)

Tet
raPr
ismaAsept i
cPackagi
ngUni
t:
Cost
: 1.
5lakh/uni
t+12%GST=Rs1,68,
000

Ti
anJi
nColdStor
ageRoom:
Cost
:Rs630000peruni
t(I
ncl
udi
ng12%GST)

El
ect
ri
cpowerr
equi
rement
:

a)Light
ingupthewar ehouse:
Li
ghtingr equir
ementf oraf act
oryisaround100l umenspersquar e
feetforgoodwor kingconditi
ons.Theareaofwarehouseis1500sqf eetthat
impli
eswewoul dbeneedi ngaround150000lumens.1t -
1227wat t4feetled
tube li
ghtgi ves around 2800 lumen.So,r equi
re ar
ound 53 tube lights.
Therefor
e,totalpowerr equir
ementforli
ght
ingis53*27watts.

Wewillr
equi
rearound26tubeli
ghtsand2tubelight
scost2500r
s.
Tot
alcostf
orli
ghti
ng=32000rs+4000(
inst
all
ati
on)

b)Fanrequi
rement:
One44- i
nchf
aniseff
ect
ivef
or225squaref
eet.Soaccor
dingt
othe
areaandoffi
ceweesti
matearequi
rementof5-
6fans.1fani
saround
90wattsototal
powerusedbyf
answouldbe6*90wat t
s.
 Tot
alcostf
orf
ans=5*
20000r
s+5000(
inst
all
ati
on)

Col
dRoom:
3
Col
droom r
equi
resapowerofar
ound50kwh/
m /
yearandwear
e
3
r
equi
redt
ohav
ea5.
4m .So,
wer
equi
rea270kwhpowerpery
ear
.
d)Packagi ngUnit:
Tetra-
packagi
ngmayscor eov
erbott
lesonav ari
etyoff
act
ors.But
oncost ,i
tfal
lswaybehind.Sinceabott
lecanbereusedabout20times,
eachr efil
lcostsabout25paise.I
ncontr
ast,200mltetr
apackcosts80
paisa.Power2. 6kw.220v ol
t

CoconutWaterpr
ocessi
ngmachi
ne:
380vol
tand3Kwat
t

El
ect
ri
cal
requi
rement
s:

Wi
ri
ng:Costofwi
ri
ngfora1500sqf
twar
ehousewoul
dcomearoundRs.
50,
000toRs.70,
00usi
ng200ampshighqual
i
tywi
ri
ngfort
heloadoft
he
machi
nes.

Generat
or:Wear egoingtousea7500-2500KVAgeneratortopowerthe
machines.Ther
efore,
wear egoi
ngtouset hehi
ghquali
tygener
atorf
rom
AshokLey l
andcosti
ngaroundRs.3,
88,000.
Swi
tchboards:Weneedswi t
chboardsthatcanbeusedinacommerci
alsett
ing
t
hereforeweareusingtheseswitchboar
dsandkeepi
ngi
nmindt
hemachi nes
wehav e,wewi l
lbeneeding3oft hosewith3nor
malonest
ooperat
elights,
fansetc.bri
ngi
ngthetot
al costt
oRs.15,300.

Li
stofsuppl
i
ers

Rawt
endercoconut
s:

Pr
imar
ysuppl
i
er:
Pol
l
achi
Nat
ureFr
eshTenderCoconut
s
Vendor
:Sr
eeTr
ader
s
Pr
ice:
Rs.8/
perpi
ece
Locat
ion:
Mannur
,Coi
mbat
ore
Al
ter
nat
iveSuppl
i
erswi
l
li
ngt
osel
latcompet
it
ivepr
ices:
Kav
insur
yaCoconut
sinOt
hakal
mandapam
Sr
iJai
Mar
uthi
Trader
sinShev
apet
Akm Tr
ader
sinAmabar
ampal
ayam

Tet
rapackr
oll
ssuppl
i
er:
 Sodium Benzoat
esuppl
i
er:Sodi
um benzoat
eisani
nexpensi
vechemi
cal
andcanbeboughtonli
ne.

Tot
alCapi
tal
requi
rement
s

a)St
art
-upcost
s
LandandBuildi
ngs:
(
9000*12)=₹1.08L
Machineri
es:
(
9L+1.
5L+6.3L)=₹16.
8L
Li
censeFees:
DFFL=₹3,00,000
FSSAI=₹2,000
MSME=₹1, 799
OtherCosts:
Salary=(3+1)*( ₹200/day
)*(300day
s)=
₹2.41LRawMat er
ial
s
Coconut=₹24L
Tetr
a
pack=₹8.1L
Additi
ves=530*300=₹1.
59L
Funds:
Sel
f-
generat
ed=5*
₹6L=₹30L
Loan=₹27L

Fi
xedcapi
tal

LandandBuil
ding=₹1.
08L
Equi
pment=₹16.8L
 c)Wor
kingcapi
tal

I
nv ent or
y:
Shel f
=₹15L
Progr ess=₹45L
RawMat eri
al=₹30L
Fi
ni shed=₹45L
Cust omer s=₹15L

d)Capi
tal
forcont
ingenci
es

Int
his,
ifourstart
-upfacesanylossofcont
ractoranylossduetofi
re
orany
nat
ural
accidents,
we’l
lclai
mtheinsur
anceofourcompany.So,wewi
llbe
abl
e
toover
comeourl ossesbyclaimingmoneyfrom I
nsurancecompany,
whichwil
lbearoundRs.40l akhs.

Li
stofI
ncent
ives,
Grant
sandSubsi
diesav
ail
abl
efr
om Gov
t.

Theheal thbenef i
tsof fer
edbyourpr oductswil
lbet het hemeandkeydr i
ver
forourst art
-up.Wei ntendt ocapi t
alizeonland,salary,machinesandsour ce
fortechnicalupgradationbyGov ernmentat25%( ₹5.07L)and₹2. 25L( 75%)for
mar ketassistanceformi cr
o,smal landmedi um projectsandalsowewi l
lget
somei ncenti
vesf r
om CDB.CoconutDev el
opmentBoar dprovidesFi nancial
Assistance underTechnol ogy Mi ssion on Coconutt o entrepreneursf or
setti
ngup/ modernizing/expandi ngcoconutpr ocessingunitsandpr omoting
valueaddedcoconut -
basedpr oducts.Wewi shtomakeuseoft hisfacil
it
y.We
i
ntendt ouset heseopt i
ons.Ourpr oductwil
lbeof feredathospi tal
s,health
centresandgy mnasium t hr
oughr etail
ers

Sour
ceoff
unds

Personal =5member
s*6l
akhs
funds

=Rs30l
akhs
Loan =Rs27l
akhs

Tot
al =Rs57l
akhs
 Br
eakev
enanal
ysi
s

Thefoll
owingassumpt i
onsaremade:Thetotalproductionofcoconutwateri
s
about7,50,000cans( 2500can/dayX300day s).Also,weassumet hereisno
i
nventor
yi .e.,the numberofcans pr oduced is soldi nthe market.The
fol
lowi
ngt ablegiv
est hetot
alsal
estur
noverforthef i
rstyear
.
Tabl
e:Sal
esFor
ecast
Product Pr
ice/
Uni
t No.ofcanssol
d Sal
esinRs.
Cocoloco 25 7,
50,000 Rs.1,
87,
50,
000

Tot
alf
ixedcostcomest
oRs.42.
9lakhsi
ncl
udi
ngt
hei
nter
estpai
dfort
hel
oan
at13%.Br
eakev
enquant
it
yisgi
venbyQ=Tot
alf
ixedcost
/(Pr
ice/
uni
t–
Var
iabl
ecost
/uni
t)

Quantit
ySold 7,
50,000
Pri
ceperunit Rs.25
Vari
ableCosts 1,
50,00,
000
Vari
ableCostper Rs.20
Unit
TotalFi
xedCost 42,90,
000
BreakevenQuanti
ty 8,
58,000
BreakevenQuanti
tyis8,58,
000uni t
sandisachievablei
n1.144y
ear
sassumi
ngt
hat
theproduct
ionis7,50,
00,000unitsperyear
.
Breakeven Uni
ts
Analysi
s 0 7,50,000 11, 25,000 15,00,000 18, 75,000 22, 50,000
Sales 0 1,87,50,000 2,
81,25,000 3, 75,00,000 4,
68,75,000 5,
62,50,000
Tot
alFixedCost 42,
90,
000 42,90,000 42, 90,000 42,90,000 42, 90,000 42, 90,000
Vari
ablecost/Uni
t 20 20 20 20 20 20
Tot
alVariabl
eCost 0 1,50,00,000 2,
25,00,000 3, 00,00,000 3,
75,00,000 4,
50,00,000
Tot
alCostinRs. 42,
90,
000 1,92,90,000 2,
67,90,000 3, 42,90,000 4,
17,90,000 4,
92,90,000
•Pr
ofi
tabi
l
ityanal
ysi
s

(inLakhs) Year1 Year2 Year3

Income
Sal esTur nover 150 180 240
Ot herIncome 9 11.
25 15.
75
Tot alI
ncome 159 191.
25 235.
75
Expendi ture
RawMat erial 32.
1 39 53
PowerCost 1.
5 1.
818 2.
199
Empl oy eeCost 2.
4 2.
5 2.
6
LicenseFees 3 0 0
Mi scell
aneousExpenses 1.
5 3 3.
3
Tot alExpenses 40.
5 46.
31 77.
89
Prof i
t 118 144 177
Taxes 11 14.
4 17.
7
InterestExpenses 2.
4 2.
4 2.
4
NetPr of i
t 38.
1 43.
91 75.
43
 Repay
mentschedul
e(Pr
inci
pleandI
nter
est
)
LoanPr
inci
pal
Amount
:27Lakhs

Rat
eofI
nter
est
:13%(Weareplanningt
otaketheloanf
rom I
DBIBank,
whi
chl
oanstosmal
lscal
eindust
riesonalowerrat
e)

Dur
ati
on:
2Year
s

Totalamountt
obepai
din2y
ear
s:34.
47Lakhs(
Int
erestcompounded
annuall
y)

Amountt
opai
dmont
hly
:1.
44Lakhs

Exi
tst
rat
egy
/pl
an

Theexi tst
rat
egythatwear eaimingforisthesameexitstr
ategyformost
start-
ups,whi
chismer geroracqui
sit
ionbyabi ggercompany.Thebuy er
takesov erourst
art-
upusi ngcashorst ockasacompensat ion,andkey
executiv
esandempl oyeesfrom ourst
art-
upwil
lstayatthecompanyf ora
periodofti
meinordertobeabletocashoutandvestourst
ock.

Theadv ant agesoft hisexitstrategyar e:

Wecannegot iat
epr ice.Inanacqui si
tion,thesky'stheli
mitont hepercei
ved
valueoft hecompany .
Wecanmer gewi t
hacompanyt hatwepr efer
,basedonwor ket hic,
businessr elati
onships, br
andv al ueetc.
Boththecompani esbenef i
tfinanci al
lyfrom themer gerandacqui si
ti
on.
Theor i
ginal ownersst i
l
lhavesomel evelofcontrolontheoper
ationsofthe
company .
Theor i
ginal businesscanempl oyal l
ther esourcesoftheinvesting
businesst opr omot etheircause.

Concl
usi
on

Ourcompanymakespr oduct sthatar eheal thyandhasahugedemandbot hi n

Indi
aandout side.Thel ocationofourf actoryhel psusi nget ti
ngr awmat erial
sat
alowcost .Planti swellconnect edt ootherpl aceswhi chensur esmoot hl
ogist
ics.
CocoLoco i si nto abusi nesswhi chi swi delypr omot edaseco- fri
endl
y .The
governmenti spr omot i
ngt hef oodi ndust ryi nahugewayasi tisseenasan
emer gi
ngi ndust ry.It
’sar ecessionpr oofi ndust ry.Wear ei nvest
inginl atest
technol
ogyt oext ractcoconutwat erandst oret hef i
nalpr oduct.Thepl anti s
l
ocatedcl osert oot hermaj orpl acesnearAr asur ,Coimbat ore,Tami lNadu.We
havesol idgr owthpl ansaswepl ant oinvestmor etodi versifyintoothercoconut
products.Thepr oducthasahugeexpor tpot ential.Coconutpr oductindustryhas
been growi ng leaps and bounds due t he ef fortst aken byt he government
authori
ties.Besi dest hereisachangi ngper cept i
onamongt hepeopl eabout
thear t
ificialdr inksasweseet hem shi f
t i
ngt onat uraldr inks.Thet ender
coconutwat erhasmanyadv antagesov ert heot herf ruitdr i
nks.