ECO SKIN & HAIR

COSMETICS PRODUCER
Business Plan

PREPARED BY
Sandra Ncogo Belobe
CEO/Business Development Manager
www.sandybeautyeg.com
sandybeautyeg@gmail.com
+240 555 971 269
Barrio Buena Esperanza 1 –R15
Table of Contents
Executive Summary .......................................................................................... 3
1. Introduction ................................................................................................... 4
2. The Product/Service: .................................................................................... 6
3. Industry and Market Analysis: ..................................................................... 7
4. Competition .................................................................................................. 8
5. SWOT Analysis................................................................................................ 9
6. Operations Plan .......................................................................................... 10
7. Marketing Plan ............................................................................................ 11
8. Management .............................................................................................. 12
9. Financial Plan .............................................................................................. 13
10. Appendices ............................................................................................... 15
Executive Summary
The present work seeks to carry out the entrepreneurship of SANDY
BEAUTY BIOCOSMETICS, which is the boosting of ECO Agriculture and
transformation of raw material to various marketable products
enhancing the economic diversity Equatorial Guinea through green
economy.
Sandy Beauty is an Equatorial Guinea incorporated and registered
integrated Cosmetic Company specializing in beauty and skin care
products with the specific objective of promoting a greener planet
and a healthier society for all.
Sandy Beauty considers this a legitimate cause and have taken huge
steps to developed natural formulas for soaps, oils, scrubs and other
beauty products. This project built around empowering women and
helping street children start a new and fulfilling life. This project seeks to
be a new standard in beauty and skin care products in Equatorial
Guinea, Africa and the world at large.
This overview aims to highlight the emerging business opportunity that
exists in the cosmetic industry.
1. Introduction

Overview:
This plan is to set up a cosmetic shop in the name of " Sandy Beauty Bio
Cosmetics ", which will be located in Buena Esperanza 1, R-15 Malabo.
The cosmetic production lounge will be a sole proprietorship owned by
Sandra Ncogo Belobe. I will use start-up capital of 59,000,000 Francs
cfas. 32,000,000 F.cfas will be owners’ equity and the remaining
27,000,000 F.cfas will be from invertors at 10% interest rate. The key
personnel at the cosmetic Enterprise will include Senior manager,
buying inputs and overall supervisory work, operations and production
staff, sales and marketing staff, skin therapy and haircare staff, record
keeping and accounting, stock control and direct selling staff The key
objective of the cosmetic shop will be to provide fresh quality
cosmetics to our clients to enable them improve their general skin
beauty, to obtain maximum customer satisfaction through continued
quality production, to obtain continuous production and supply of our
products to the customers, to create customer loyalty to our products
such that they become well pronounced in the customer minds. To
achieve our objective, the cosmetic shop will employ strategies such
as: Offering quality, body skin lotions, oils and herbal cosmetics that
help fight the skin diseases made from fresh fruit, herbs and vegetable
which are nutritious through adequate research and proper mixture of
the lotions, oils and herbal ointments to meet the standard skin
contents and characteristics of customers in the market through
advertisement by use of sign posts, direct selling and radio
stations, offering special incentive to our regular clients, offering our
cosmetics at relatively lower prices for market penetration, creating a
conducive environment for our clients, employing people who
understand the meaning of customer care and meaning of quality by
giving them samples for use as a way of expanding our markets
especially among the young children, youth and women. All this
encompasses our strategies that include, communication strategy,
supplier relationship strategy, marketing strategy, competitive strategy
and human resource strategy. The vision of the cosmetic shop will be
‘To be the leading suppliers of quality, fresh and health skin booting
cosmetics product’
Vision Statement:
Become an icon among the 3 greatest the ECO green cosmetic firms
worldwide.
Sandy Beauty aspires to become a multinational firm of reference and
exclusive high-end Organic Cosmetics of Equatoguinean origin, to the
satisfaction of all customers by offering personalized products
according to their needs.

Our entrepreneurial force is driven by the cause of supporting widows,

orphans and empowering marginalized youth with entrepreneurial
minds.

Producing BIO and Natural cosmetics with 100% national raw materials,
promoting the healthy exploitation of the agricultural sector and
supporting the improvement and protection of the environment.

Investing in the study of new healing formulas for the improvement of

hair care, skin care and general health through botany is a necessity.

Mission statement:
Our mission at Sandy Beauty is to offer the population a line of natural
cosmetics to enhance and care for their natural beauty with organic
products of Equatoguinean production and make it available to
customers at affordable prices. Thus promoting the use of natural
cosmetics and reducing the consumption of synthetic products that
are harmful to health in the long run. We produce our line of natural
cosmetics with raw materials from the country, in a balanced and
environmentally friendly way.
Consumers who usually seek natural products and in this case natural
cosmetics are often consumers seeking to reduce the risks of
prolonged contact with chemicals and carcinogens. The
Equatoguinean market is at an ideal moment to launch high quality
cosmetic products for national and international consumption, taking
into account the wide benefits of our natural resources in their richness
in minerals and other beneficial factors for the human body.

Objectives:
The development of a Natural and Organic line of skin care and
beauty products is directly connected to the present market trend and
strong desire to address environmental awareness and at the same
time providing opportunities for women and street children under a
specialized program.

Sandy Beauty’s conception, birth, implementation and development

strategies are as follows:

Develop natural formulas utilizing plant based ingredients with a goal

to improve beauty and skin care.
Develop research and development of local cures and promote
locally manufactured products with a goal of promoting Equatorial
Guinean made goods

To expand its market, share throughout Equatorial Guinea, Central

Africa and the rest of the world.

Set up a world class manufacturing plant to transform local products

and produce biodegradable packaging for all the soaps, oils and
cosmetics.

Corporate Objectives:

Produce and promote natural skin care and beauty products for local
consumption and export.
Establish a world class manufacturing plant and a research and
development Center in Equatorial Guinea to meet projected demands
and promote agricultural development
Promote Natural cures and treatments
Provide opportunities for street children and women through
specialized programs

The Value Proposition:

To produce BIO and Natural cosmetics with 100% national raw
materials. Promoting the healthy exploitation of the agricultural sector
and supporting the improvement and protection of the environment.

Investing in the study of new healing formulas for the improvement of

skin care, hair care and general health through organic botanicals.
"Natural cosmetic products are those formulated with ingredients and
active ingredients from plants. The interest in using plants is due to the
fact that they contain a great diversity of molecules that have an
immense affinity with the skin".
A 100% natural and 100% organic fragrance accompanied by highly
environmentally conscious packaging, based on natural essences.
Fast product delivery.
Digital and physical retail centres.
Efficient and visible results with no side effects.
Environmental friendly products.

The Value Proposition:

This is a promise of value to be delivered and acknowledged. It is what
gives the target market an expectation of what benefits will be
delivered and experienced from the product or service. It could be:
● It could be reduction in time
● Reduction in cost
● Enhancement of health
● It could be enhancement of efficiency in the customers’ business
or life, etc.

2. The Product/Service:
Name of the business: Sandy Beauty Bio Cosmetics S.L
Produce the following products: Sandy Beauty Bio Cosmetics S.L will
provide different kinds of cosmetic products ranging from body lotion
to hair conditioners with potentials of using local fruits, both rare and
common fruits as key primary ingredients in the production of body oils
and lotions. This will be intended to improve the general skin health as
well as boosting the beauty skin of our clients especially ladies. Among
the fruits we will use to extract include grapes, Chew cumber, palm
fruits, avocadoes, medicinal native herbs, lemons, oranges, among
others to produce body lotions that moisturizes and smoothens the skin
for healthy attractive look of the boy and hair. Our business will also
provide moisturizing creams, body lotions, hair lotions of various types
and varieties to our esteemed customers. Our product will be offered
to the young, the youth and the old, who will need to improve their
general health and skin beauty.
Provide the following services: We will also offer the cosmetic products
to our esteemed customers while providing consultancy advise inform
of skills for mixing and using the oils for their own benefit We will provide
free consultancy, personalized services about lotion use, making and
maintenance and caring for the skin especially mostly by the ladies
and young girls who our major customers and advise them on
maintaining a healthy balanced diet which include fruits and
vegetables.
The customers will be Other businesses that deal in cosmetics, retail
shops, supermarkets all over the country, in foreign countries in Central
Africa and other customers will be buying from our company directly
and from our retail distributors and they will be both the young
children, men and mostly women.
The business will sell in the following way Distribute to our national and
international distribution centers, supermarkets, retail outlets, our agents
all over the countries in Central African regions and some customers
will buy directly from our company main outlet in Malabo.
The business will satisfy the following needs of the customers Sandy
Beauty Biocosmetics will offer reliable cosmetics, lotions, and spa kits
intended to improve the general skin health as well as boosting the
beauty skin of our clients especially ladies, skin treatment, cure skin
rashes, and ensure all time beauty of our clients.
3. Industry and Market Analysis:

The Cosmetics industry is one of the growing industry in the country with
a number of industries Unisex beauty cosmetics with many branches,
and other small businesses which have joined the industry. Despite the
increase in the Cosmetics industries, customer’s demands are not fully
met due to the increasingly growing population and poor delivery of
the cosmetics to the customers, Sandy Beauty Biocosmetics S.L is
therefore aiming at filling this gap. The industry has shown a great
interest for investment. The industry has earned great reputation due to
the increased differences in customer requirements like skin colours,
hair styles by different skin care cosmetics and customer general
beauty.

BUSINESS STRATEGY
This will include the communication strategy, marketing strategy,
supplier relationship strategy, promotion strategy, Human resource
management strategy and competitive strategy.
COMMUNICATION STRATEGY One of the most important aspects of a
successful launch is a positive publicity for our cosmetics products. We
will develop awareness campaigns to promote our product through
several avenues.
Our management team will fiercely have pursued positive perception
through societal endorsement promoting the benefits of our product
by actively seeking local news and media coverage to help on
awareness.

Competitive strategy Position of the business. In the heart of Bioko

Island and the whole of Equatorial Guinea and also being near the
high market area makes the product easily accessible by our
customers. An aggressive advertising campaign will be undertaken so
that we create much awareness of our product than our competitors
through our highly skilled management team and employees that will
be highly in contact with our customers.
Marketing strategy.
Sandy Beauty Biocosmetics S.L plans to communicate through
outdoor advertising and television advertising to generate sales.
This will be spearheaded by our marketing team to manage the
marketing campaign. The key message associated with our products is
high quality beautifying cosmetics and skin care.
Human resource management strategy.
Sandy Beauty Biocosmetics S.L will start up with its experienced
members in various fields that are useful in the business to form
competent team of trustworthy staff for efficiency and effective
operations and goal oriented. Provision of favourable working
conditions to maintain a high degree of personal development and
satisfaction of both employees and employers and ensuring that our
employees are constantly trained where need arises.
Supplier relationship strategy. Sandy Beauty Biocosmetics S.L will ensure
a close working relationship with our suppliers and where necessary
undertake supplier development programmes that is providing
improved varieties of agricultural inputs for example grapes, Chew
cumber, palm fruits, avocadoes and lemons and tools that will ensure
constant supply of our core inputs

4. Competition
Market research Sandy Beauty Biocosmetics S.L intends to maintain an
extensive marketing campaign that will ensure maximum visibility for
the business in its targeted market. This will be achieved through market
research on our customers, competitors, competitor suppliers, their
products and their pricing.
Competitors Our major competitors are Queen bantu, La botica
Guinea, Chibi, Ituka, Chebell that sell the in line cosmetics.
Below is the analysis of our major competitors’ strength and
weaknesses.

Ituka/La Botica de Guinea

 Extensive research
 Huge capital investment
 More experience in this business
 Customer loyalty
 High prices for their products
 High costs of operation
 Weak skills (leadership, interpersonal, communication,
teamwork)
 Limited work experience.
 Produces a 65% organics products.

Queen Bantu
 Has many customers who buy in bulk
 High advertising rates
 Strategic location
 Creative and innovative management
 Limited financial resources for startup.
 Limited marketing expertise.

Chibi/Chebell
 Low operating costs
 Wide distributional channels
 Dedicated, competent and flexible work force
 Un reliable supply
 Un experienced staff
 High Labor intensive operations
 Limited product and service lines.
  Produces a 75% organics products.

The results of the market research are summarized below.

I used the information gathered from the potential customers and
came up with the following information.

The results of the market research are summarized below.

I used the information gathered from the potential customers and
came up with the following information.

MARKET RESEARCH

Perfumes 1st class corporate employees they need unique scent that is
packed in luxurious containers and can last long when used. Must be
available in time and in recognizable supermarkets and shopping
malls. Low quality perfumes that are not unique Does not always have
knowledge of the latest products Inconsistent supply and so shortages
in the market.

Body Scrubs formulate for a range of different types of skin types and
natural flavoured lotions offered at relatively low prices. Different sizes
and shapes. High prices and limited varieties not consistently supplied.
Low quality and unattractive colours and shapes.

Hair treatment kits with reliable supply in all corners of the country
availed to all vendors in time. Unreliable supply and un defined
distribution channels that affects constant supply.

Natural body oils Tourists High quality products availed in recognized

shopping centers and malls High level of skin moisturizing and
smoothening. Low quality lotions with less moisturizing content.

Bar soap formulate for a range of different types of skin Retailers

Reliable supply at the right time and place in right quantities. Delays in
supply and un coordinated supply chain and distribution channels.

5. SWOT Analysis
Strengths of the cosmetic enterprise
 Self-owned certified formulations
 Easy access to the natural Ability to make cosmetic products
from local available fruits
 Strategic location in the Easy View Complex which has a high
enough space.
 High level of customer care that we shall portray
  We shall operate on a daily basis 24 hours to meet our customer
needs which will ensure constant supply.
 We shall do skin therapy to our special customers based on
appointments at an affordable price which will gain fame
amongst corporate women.
 High quality and exceptional packaging material which are
environmental friendly that we shall offer.
 Operating from the cleanest environment
 Offering free training and consultancy services to our customers.
 Good supply of skilled labour that will assist in mixing the right
quantities for the inputs.
 Good level of knowledge about the cosmetic business
Weaknesses
 Low capital inputs to start up with in establishing the plant and
expanding the business operations to other regions.
 Do not have enough record keeping mechanism.
 Inadequate experience in the market due to few months of
operation than our competitors.
 Few workers in company which delays production
Opportunities.
 Sandy Beauty Biocosmetics S.L is growing and new cosmetics
dealers are setting up which will increase the market base.
 The competitors of Sandy Beauty Biocosmetics S.L do not know
about the new emerging ideas in the global markets like new
product development techniques to suit customer demand.
 The competitors of Sandy Beauty Biocosmetics S.L do not know
how to efficiently manage their supply chain and distribution
channels.
 Financial boost from investors for service expansion and facility
improvement.
Threats
 The customers are used to buying from already established
cosmetic industries like foreign brands who can easily adopt to
rapidly changing techniques of production and global
competition which is hard to adopt to for us.
 Constant changes in customer demands which impact on our
level of satisfaction to our customers and changing economic
environment
● Obtained the operating licensed from Local Ministry of Health
and the OAPI brand certification.
● Looking forward to obtain and the ISO license, have our lab
certified by ECOCert and obtain the NAFDAC massive production line
license.
● To certify our cosmetics, Sandy Beauty plans to do so from the
following categories:
o ACENE/BIO: For those cosmetics with 100% of the total
ingredients of natural origin, including water or products of
mineral origin and that have a minimum of 100% certified
organic origin in their formulation.
o ACENE/NAT: For a cosmetic to be considered NATURAL, all
the ingredients included in its formulation must be of natural
and mineral origin, including water.
o In neither of these two cases is a BIO or NATURAL product
accredited, under any circumstances, that contains raw
materials, products, or by-products that have been tested on
animals.
o ACENE/VEGAN: A VEGAN product is considered when its total
formulation is vegetable or mineral and does not contain any
product or by-product of animal origin and of course they
have not been tested on animals or their overexploitation is
used.
o For this seal, it is essential that Sandy Beauty complies with one
of the two previous ACENE/NAT or ACENE/BIO certificates.
o Regarding the production process, Sandy Beauty takes into
account all aspects related to manufacturing, conditioning,
energy consumption and packaging. Regarding the latter,
ACENE's commitment to the environment requires taking into
 account the type of product packaging and the materials
used.
o All this supposes a total guarantee of SUPREME QUALITY and
SAFETY for the cosmetics that Sandy Beauty manufactures for
our clients, not only for the final product but also for the entire
manufacturing process, in which we always try to generate
the least impact footprint environmental.
● Currently, there are a few suppliers of essences, waters, oils, wax,
essential oils and extras in Equatorial Guinea, and given the
possibility that the usual supplier could not supply us with certain
material; we could have implement an ECO Agriculture support
mentorship to help the region farmers meet our demands, besides
having our own Botanical centre. Our objective is to use national
products and create possibilities of raw material transformation to
satisfy in country and worldwide consumer’s needs.
● Sandy Beauty samples are subject to the base pattern/formula of
our range of products, related to the elements of personalization
and Dermatological Consulting.
● The exhaustive periodic testing of Sandy Beauty products for the
detection of Allergies, as well as the general experience focused on
providing a greater potential to the client in Production - Laboratory
/ Laboratory - Pharmaceutical - Final Product, ensures an
unparalleled standard of SATISFIED CUSTOMER.
● The shipping costs of the Sandy Beauty material are included in the
customer purchase payment and the local or international logistics
company is in charge of transportation and delivery (SITUKA, DHL,
FEDEX, etc.)
● Sales and growth targets
o Turnover of 16 billion francs by 2024, leading to a 20% share of
the natural cosmetics market in Equatorial Guinea by 2025.
o Economic objectives
o Achieve an ROI of 62.5% at the end of the 5th year,
representing an IRR of 20%; recovering the initial investment in
approximately 3.68 years.
o Qualitative business objectives
o To position the brand as a leader in the personalized
cosmetics sector with the most professional dermatological
consultancy in the CEMAC Zone after its third year of official
launch (2024).

7. Marketing Plan
Our marketing plan is based on retail sales, sales point, fidelity client’s
discounts and yearly promos, online tutorials, live stream workshops and
gift cards.
The company will initially have sales outlets, as well as the support of a
laboratory for the production of the articles that will be marketed in
different sales points. In order to raise awareness of the Sandy Beauty
brand and facilitate market penetration and sales, Sandy Beauty
products need to be located in retail outlets, as people are more likely
to spend time in their premises than in high street shops.

We have evaluated different locations taking into account the

required area, ease of access and above all, seeking the greatest
possible proximity to the commercial establishment in order to obtain a
better response time for attending to orders in Sandy Beauty products
during the first 5 years of operation.

The community commercial outlets and sales center will be our number
one strategy. The locations of the Sandy Beauty outlets have been
chosen taking into account the target customer base of the shops on
Bioko Island and the mainland, their geographical location and their
proximity to towns with a high number of inhabitants within Sandy
Beauty's target audience. According to these criteria, the following
have been chosen:
• Pharmacies.
• Malls.
• Spas & Resort.
• Hotels.
• Aviation lines.
• Beauty Salons.
• Export to retailers out of our borders
To achieve the above will entail setting up a marketing structure
predicated on establishing dedicated relationship with media entities
in Equatorial Guinea that will be responsible for mobilizing,
consolidating and supporting Sandy Beauty´s Promotion and Marketing
Campaign.
8. Management

Qualifications/Expertise:
SANDY BEAUTY is an organization created with its own investments and
for profit that
It will start activities with 6 permanent collaborators on the payroll. In
addition, the company has a horizontal hierarchy focused on the
quality of the product and service.

 Managing Director - SANDRA EYANG NCOGO BELOBE

• 20 yrs of work experience in MEGI (Safety Dept/Training
and Development). Diploma holder in Dermatology &
JEFA DE OPERACIONES
Business Management.
 Operations Manager, Head of the Commercial Department and
Human Resources and Accounting - TERESA BUNA MUATETEMA
• Diploma Holder In Business Administration & International
Marketing.
 Sales Service – Retailers and Points of Sale
• Legalised and licensed establishments.
 Legal Advice & Administrative Procedures - JONES & SACRISTAN
ABOGADOS
 Design, marketing and advertising service - HARTOKTEK
 Digital Marketing Tech
 Dermatology Department - Dr. DIOSDADO PLC
• Laboratory Technician - TBA
• Production Technician - TBA
 Suppliers - FINCA CAOCA, FINCA SAMPAKA, NATIONAL FARMERS,
BIO GF, BRAMBELBERRY
• Certified and licensed.
9. Financial Plan
Funding seed disbursement.

Sandy Natur Production Line

SANDY BEAUTY BIOCOSMETICS S.L

STARTUP OVERVIEW Budget Actua l (Under) / Over

Total Expenses $ 5,000.00 $ - $ (5,000.00)

500L Soa p Ma ki ng Ma chi ne Mi xer tank $ 700.00 $ - $ (700.00)

500kg s oa p ba s e Cl ea r $ 1,000.00 $ -
La b i n ba g ki t $ 200.00 $ -
Si l i con Mol ds a nd Ra w ma teri a l s $ 1,000.00 $ - $ (1,000.00)
Stora ge ra ck $ 700.00 $ - $ (700.00)
Logi s tics $ 500.00 $ - $ (500.00)
Publ i ci ty $ 500.00 $ - $ (500.00)
Others $ 400.00 $ - $ (400.00)
Total Funding $ 5,000.00 $ 5,000.00 $ -

TEF $ 5,000.00 $ 5,000.00 $ -

STARTUP FUNDING
Funding Less Expenses $ - $ 5,000.00 $ 5,000.00
Milestones and Attachments
Milestones
10. Appendices
Project phase 2 start-up Investment