Professional Documents
Culture Documents
1. Industry Overview
Fruit and vegetable store is a subset of the overall grocery store cum retail industry and fruits and
vegetable retail stores are outlets that primarily retail fruits and vegetables.
If you are a close observer of the fruits and vegetables retail line of business, you will agree that
the industry is anticipated to increase due to increasing consumer health consciousness, which
has led to increasing demand for fresh produce. While per capita fruit and vegetable
consumption has remained stable in recent time, the price of vegetables has increased as
consumers demand premium, fresh vegetables.
The supermarket and grocery store industry that fruit and vegetable retail store is a part of is a
major sector of the economy of the united states which generates over 2 billion annually from
more than 42,539 outlets scattered all around the United States of America. The industry is
responsible for the employment of over 2,624,650 people. Experts project the Supermarket and
grocery industry to grow at a 1.4 percent annual rate.
It is a fact that an estimated two-thirds of the United States’ gross domestic product (GDP)
comes from retail consumption of which the supermarket and grocery stores industry contributes
greatly. This is why the United States of America’s economy is measured with the yardstick of
how well the retailing business is fairing in the U.S.
In essence, when there is an unstable economy, purchasing power drops and it impacts the
retailing industry negatively which may result in the closure of some grocery stores.
The retail landscape has seen tremendous changes in the last 20 years; it has grown from the
usual mom and pop outlets to a more organized and far reaching venture. The introduction of
franchise and online stores make it easier for a retailer to reach out to a larger market far beyond
the areas where his physical store is located.
It is interesting to note that more grocery shops (fruit and vegetable retail stores inclusive)
especially lager retail outlets have started to include self-serve checkout lanes in their stores. It
creates shorter lines that appeal to consumers; the average customer would not want to stay
longer on a queue.
Over and above, starting a fruit and vegetable retail store business in the United States is a
profitable business and it is open for any aspiring entrepreneur to come in and establish his or her
business; you can choose to start on a small scale in a street corner like the average mom and pop
business or you can choose to start on a large scale with several outlets in key cities all across the
United States of America.
2. Executive Summary
Dorothy Nightingale® Fruit & Vegetable Retail Store, Inc. is a registered Grocery Store business
that will be located in downtown Atlanta – Georgia. Our retail outlet is a standard facility in one
of the most ideal locations for a fruit and vegetable retail store. We will retail a wide range of
fresh fruits and vegetables to a wide range of customers.
We are aware that there are several supermarket/grocery store outlets all around Atlanta –
Georgia that also retail fruits and vegetables, which is why we spent time and resources to
conduct our feasibility studies and market survey so as to offer much more than our competitors
will be offering. We have self – service and delivery options for our customers and our outlet is
secured with the various payment of options.
We know that our customers are the reason why we are in business which is why we will go the
extra mile to get them satisfied when they visit our store.
Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. will ensure that all our customers
are given first class treatment whenever they visit our grocery store. We have a CRM software
that will enable us manage a one on one relationship with our customers no matter how large
they are. We will ensure that we get our customers involved in the selection of the fruits and
vegetables that will be on our racks.
We are aware of the trend in the retail industry and we are not only going to operate a system
where our customers would have to come to our store to make purchase but we will also operate
an online store and our customers can order our produce online and they will get it delivered to
their houses or any location they want us to deliver the goods within Atlanta – Georgia.
Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. is a family business that is owned
by Mrs. Dorothy Nightingale and her immediate family members. Dorothy Nightingale has a
B.Sc. in Business Administration from the University of Georgia, with over 5 years’ experience
in the retailing industry, working for some of the leading brands in the United States of America.
Although the business is launching out with just one outlet in Atlanta – Georgia, but there are
plans to open other outlets all around Georgia.
Store Manager:
Responsible for managing the daily activities in the store
Ensures that proper records of goods are kept and our racks and warehouse does not run
out of products
Ensure that the store facility is in tip top shape and goods are properly arranged and easy
to locate
Controls goods distribution and supply inventory
Supervises the workforce in the grocery sales floor.
Merchandize Manager
Manages vendor relations, farm visits, market visits, and the ongoing education and
development of the organizations’ buying teams
Responsible for the purchase of fresh fruits and vegetables for the organization
Responsible for planning sales, monitoring inventory, selecting the merchandise, and
writing and pricing orders to vendors
Information Technologist
Manages the organization website
Handles ecommerce aspect of the business
Responsible for installing and maintenance of computer software and hardware for the
organization
Manage logistics and supply chain software, Web servers, e-commerce software and POS
(point of sale) systems
Manage the organization’s CCTV
Handles any other technological and IT related duties.
Accountant/Cashier:
Responsible for preparing financial reports, budgets, and financial statements for the
organization
Provides managements with financial analyses, development budgets, and accounting
reports
Responsible for financial forecasting and risks analysis
Performs cash management, general ledger accounting, and financial reporting
Responsible for developing and managing financial systems and policies
Responsible for administering payrolls
Ensures compliance with taxation legislation
Handles all financial transactions for the organization
Serves as internal auditor for the organization
Cleaners:
Responsible for cleaning the store facility at all times
Ensures that toiletries and supplies don’t run out of stock
Handles any other duty as assigned by the store manager.
6. SWOT Analysis
We decided to open just one store outlet in Atlanta – Georgia in order to test run the business for
a period of 3 to 6 years to know if we will invest more money, expand the business and then
open other outlets in Georgia.
We are quite aware that there are a several fruits and vegetable retail stores and of course several
supermarket and grocery stores all over Atlanta – Georgia and even in the same location where
we intend locating ours who also engage in the retailing of fresh fruits and vegetables, which is
why we are following the due process of establishing a new business.
We know that if a proper SWOT analysis is conducted for our business, we will be able to
position our business to maximize our strength, leverage on the opportunities that will be
available to us, mitigate our risks and be equipped to confront our threats.
Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. employed the services of an expert
HR and Business Analyst with bias in retailing to help us conduct a thorough SWOT analysis
and to help us create a Business model that will help us achieve our business goals and
objectives.
This is the summary of the SWOT analysis that was conducted for Dorothy Nightingale® Fruits
& Vegetable Retail Store, Inc.;
Strength:
Part of what is going to count as a positive for us is the fact that we are centrally located. The
business model we will be operating on, varieties of payment options, wide range of fresh fruits
and vegetables and our excellent customer service culture will definitely count as a strong
strength for Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc.
Weakness:
From our findings, one major weakness that may count against us is the fact that we are a new
fruits and vegetables store and we don’t have the financial capacity to compete with multi –
million dollar supermarket and grocery store outlets that also retail fresh fruits and vegetables.
Opportunities:
The fact that we are going to be operating our fruits and vegetable retail store in one of the most
populated cities in Georgia provides us with unlimited opportunities to sell our fresh fruits and
vegetables to a large number of people especially vegetarians.
We have been able to conduct thorough feasibility studies and market survey and we know what
our potential clients will be looking for when they visit our store; we are well positioned to take
on the opportunities that will come our way.
Threat:
We are aware that one of the major threats that we are likely going to face is economic
downturn. Another threat that may likely confront us is the arrival of a new fruit and vegetable
store, supermarket, grocery store or retail outlet who would want to engage in the sale of fruits
and vegetables in same location where ours is located.
7. MARKET ANALYSIS
Market Trends
It is important to state that any trend that is applicable to business in the supermarket and grocery
store industry is applicable to fruit and vegetable retail stores. Supermarket and grocery store
business has been in existence for as long as human started trading goods, but one thing is
certain, the supermarket and grocery store industry that fruits and vegetables retail store business
is a part of is still evolving.
The introduction of technology and subsequently online retail store has indeed helped in
reshaping the industry. It is now a common phenomenon for supermarkets and grocery outlets to
leverage on technology to effectively predict consumer demand patterns and to strategically
position their shops to meet their needs.
If you are a close observer of the trends in the vegetable and fruits retail line of business, you
will agree that the vegetable and fruits sale is anticipated to increase due to increasing consumer
health consciousness. While per capita fruit and vegetable consumption has remained stable over
in recent time, the price of vegetables has increased as consumers demand premium, fresh
vegetables.
So also, the number of outlets retailing fruits and vegetables has been increasing. Small, local
vegetable and fruits retail outlets are benefiting from the organic, local movement, while large,
commercial farms are improving labor efficiency. Going forward, players in the vegetable and
fruits line of business will continue to increase revenue generation for their business.
Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. is in business to retail a wide range
of fresh fruits and vegetables to the residents of Atlanta – Georgia. We are in the industry to
maximize profits and we are going to go all the way out to ensure that we achieve or business
goals and objectives.
Our source of income will be the retailing of;
Fresh vegetables such as cucumbers, shallots, tomatoes, lettuce, chilies, capsicum, red
salad onions and snow peas, Chinese cabbage, lettuce, basil, roses, tomatoes, okra,
cantaloupe and bell peppers, watercress, basil, coriander, parsley, lemongrass, sage,
beans, peas, kohlrabi, taro, radishes, strawberries, melons, onions, turnips, parsnips,
mushroom, carrot, melon, sweet potato, cauliflower, cabbage, broccoli, and eggplant as
well as the choys that are used for stir fries
Fresh fruits such as; Banana, Pineapple, Papaya, Strawberry, Blueberry, Raspberry,
Plum, Mango, Apple, Cucumber, Dragon Fruits, Oranges, Grapes, Limes, Avocado and a
host of other fruits
N.B: This projection was done based on what is obtainable in the industry and with the
assumption that there won’t be any major economic meltdown and there won’t be any major
competitor offering same products and customer care services as we do within same location.
Please note that the above projection might be lower and at the same time it might be higher.
Marketing Strategy and Sales Strategy
Before choosing a location for Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. we
conducted a thorough market survey and feasibility studies in order for us to be able to penetrate
the available market and become the preferred choice for residents of Atlanta – Georgia. We
have detailed information and data that we were able to utilize to structure our business to attract
the number of customers we want to attract per time.
We hired experts who have good understanding of the supermarket and grocery industry to help
us develop marketing strategies that will help us achieve our business goal of winning a larger
percentage of the available market in Atlanta – Georgia.
In summary, Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. will adopt the
following sales and marketing approach to win customers over;
Open our fresh fruits and vegetables store in a grand style with a party for all.
Introduce our fresh fruits and vegetable retail store by sending introductory letters
alongside our brochure to vegetarians, small scale smoothie and juice shops, households
and key stake holders in and around Atlanta – Georgia
Ensure that we have a wide range of fresh vegetables and fruits in our shelves at all times.
Print out fliers and business cards and strategically drop them in offices, libraries, public
facilities and train stations et al.
Use friends and family to spread word about our fruits and vegetable retail store
Place a small or classified advertisement in the newspaper, or local publication about our
store
Make use of attractive hand bills to create awareness and also to give direction to our
store
Position our signage/flexi banners at strategic places around Atlanta – Georgia
Position our greeters to welcome and direct potential customers
Create a loyalty plan that will enable us reward our regular customers
Engage in roadshows within our neighborhood to create awareness for our fruit and
vegetable store.
The payment policy adopted by Dorothy Nightingale® Fruits & Vegetable Retail Store, is all
inclusive because we are aware that different customers prefer different payment options as it
suits them but at the same time, we will ensure that we abide by the financial rules and regulation
of the United States of America.
Here are the payment options that Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc.
will make available to her clients;
Payment with cash
Payment via credit cards/Point of Sale Machines (POS Machines)
Payment via online bank transfer
Payment via check
Payment via mobile money transfer
In view of the above, we have chosen banking platforms that will enable our clients make
payment for fresh fruits and vegetables purchased without any stress on their part. Our bank
account numbers will be made available on our website and promotional materials to clients who
may want to deposit cash or make online transfer for our produce.
We would need an estimate of $200,000 to successfully set up our fresh fruits and vegetable
store in Atlanta – Georgia.
Generating Startup Capital for Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc.
Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. is a family business that is owned
and financed by Dorothy Nightingale and her immediate family. They do not intend to welcome
any external business partners which is why she has decided to restrict the sourcing of the startup
capital to 3 major sources.
These are the areas we intend generating our startup capital;
Generate part of the startup capital from personal savings
Source for soft loans from family members and friends
Apply for loan from the bank
N.B: We have been able to generate about $50,000 (Personal savings $30,000 and soft loan from
family members $20,000) and we are at the final stages of obtaining a loan facility
of $100,000 from our bank. All the papers and documents have been signed and submitted, the
loan has been approved and any moment from now our account will be credited with the amount.