Professional Documents
Culture Documents
Charles Raphael
Email: charnl@yahoo.co.uk
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Table of Contents
EXECUTIVE SUMMARY...........................................................................................................3
BUSINESS DESCRIPTION.........................................................................................................3
Industry overview: ........................................................................................3
Company/ business description:.....................................................................4
Descriptions of products:...............................................................................5
Business/ company positioning......................................................................6
Company/ business pricing strategy..............................................................6
PRODUCTION PLAN/ SERVICE DESCRIPTION..................................................................7
Production and operation processes..............................................................7
Cost of products/ service development..........................................................8
Labor Requirements.......................................................................................9
Expenses and Capital Requirements..............................................................9
THE MARKET & COMPETITION.........................................................................................11
Customers...................................................................................................11
Market Size and Trends................................................................................12
Competition.................................................................................................12
Estimated Sales...........................................................................................13
MARKETING & SELLING STRATEGY/ PLAN...................................................................14
SWOT ANALYSIS...........................................................................................14
Marketing strategy.......................................................................................15
Method of Sales...........................................................................................15
Advertising and Promotion...........................................................................15
MANAGEMENT/ ORGANIZATION......................................................................................16
Description.................................................................................................. 16
Organizational Structure..............................................................................16
Ownership....................................................................................................18
Board of Directors/Board of Advisors............................................................18
Support Services..........................................................................................18
FINANCIAL PLAN....................................................................................................................18
Financial Risks.............................................................................................18
Descriptive financial plan (extracts from financial annexes).........................18
SUPPORTING DOCUMENTS/ ANNEXES.............................................................................18
Funding Requirements ................................................................................19
Cash flow statements...................................................................................20
Balance sheet..............................................................................................20
Income statement........................................................................................20
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EXECUTIVE SUMMARY
Livestock industry has an important role to play building a strong national economy, and in
the process reducing inequalities among Tanzanians by increasing their incomes and
employment opportunities, while nurturing the natural resources. A national policy is in
place and several strategies are being implemented to achieve the goal, for example,
“MKAKATI WA KUFUFUA NA KUENDELEZA SEKTA NA VIWANDA VYA NGOZI
NCHINI”-The Tannery Industry Revival and Development Strategy
This paper presents setting up a tannery in Arumeru District which is to produce leather
from hides and skins available in the Arusha and Manyara with plenty of cattle, goats and
sheep with a total herd of 3470380 units before the Ihemi operation. The installed capacity
of the tannery is 390000 square feet per annum, will create permanent employment to 31
people and around 22 casual laborers. It earns net profit of Tshs 272,015,000/= in the first
year. The business requires investment to a tune of Tshs 130,585,000/= of which Tshs
56,000,000/= is loan. The project implementation time is 12 months. The project includes
an effluents disposal component to protect the environment. Potential customers are leather
products producers in the region – present and stimulated through the Company and SIDO
action
BUSINESS DESCRIPTION
Industry overview:
In 2009, the Minister for Industry, Trade and Marketing had an ambitious need to re-
organize the leather sector so that Tanzania export finished products to increase real value.
She was reacting to the worsening situation of the leather industry following the global
financial crisis. Tanzania is the third cattle rearing country in Africa after Ethiopia and
Sudan. Yet, economic benefits from this sector are worthless and have not dribbled down
the value chain.
In 2007 Tanzania exported semi-processed hides worth Tshs 16 billion and finished leather
products fetched 8 billion. In fact, it is wise to export raw hide and skins or semi-processed
leather on the ground of added value advantage. Leather tanning industry is consequential
of the livestock industry. Tanzania government should not entertain the hides and skins
collected to be exported in their raw form. Additionally, the leather goods should be
produced locally in order to create exports and import substitution leading to foreign
exchange.
The government has come up with a policy called National Livestock Policy of December
2006 outlining various strategies of developing the livestock sector, the leather industry
alike. Consequent to the policy, an Integrated Hides, Skins and Leather Sector
Development Strategy for Tanzania has been prepared to address a cross-section of issues
related to the production, processing and marketing of quality hides and skins, processed
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leather, footwear and leather products and through various strategic interventions to
revamp leather sector industry in the country.
This has been successful following inter-ministerial collaboration and coordination among
governmental ministries, institutions, Private sector and other stakeholders.
Implementation of the strategy will lead to the following key result areas; a significant
improvement of both quality and collection of hides and skins, increased domestic
processing and manufacturing capacities and reduce export of raw hides and skins while
increasing export of value added leather products. This is in line with the vision of hides,
skins and leather sector industry which states that “By the year 2025, Tanzania should be
able to produce high quality hides and skins all processed to finished leather, footwear and
leather goods for domestic and export market while protecting the environment”
Leather industry is very energetic as it has the potential to create both forward and
backward linkages. During 2007 the country exported hides and skins worth Tshs 8.5
billion, the hides and skins which, if were processed in the country, could save foreign
exchange spent on importing leather goods worth Tshs 10.7 billion and leather worth Tshs
54 million. Investing in tanning is thus a worthwhile business enterprise having full
backing of the government as it is in line with its policy.
The cumulative installed capacity of operating and the ones under construction tanneries is
49 million square feet of hides and skins, while hide and skins availability is 105 million
ft2. There is room for establishment of more tanneries which will utilize the 56 million
square feet capacity gap. This project is only one of the many leather tanning industries
which can be started.
Our vision is “to lead promotion of lively leather industry, generating plentiful
employment and incomes from diverse generated leather related industries and businesses”
Our mission is to produce high quality leather enabling the livestock industry
proportionately and increasingly contribute to the national GDP in a sustainable manner.
And our objective is to increase the hides and skins processing capacity by 7.0 % to
produce good quality leather and promote utilization of the same.
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We are in the process of establishing a company by the name of Ngaramtoni Mini-Tannery
Company Ltd. Our Lawyers are formalizing registration of the company. The first
Directors are Mr. E. Ngetuya and Dr A. Lolusoki. The former director is an accountant and
has diverse knowledge on planning and management and the later is a qualified livestock
expert. Professional qualifications and work experience of the directors constitute a sound
asset for the running of this project. Brief qualifications of these Directors: Mr. E. Ngetuya-
MBA (Mzumbe University), CPA, BCOM- UDSM and
Dr. A. Lolusoki- PhD- SUA, MSC-Veterinary Medicine (SUA), BSC-General Agriculture-
SUA.
This project idea was conceived following a workshop organized and facilitated by
Officials from the Ministry of Livestock during December 2008. The theme of the
workshop was “Investment potentiality in leather industry”. Both directors mentioned
above participated in the workshop, and at the end of the workshop agreed to bring together
their experiences and knowledge/profession and conceived this project.
The project is a small scale hides and skins processing undertaking to produce leather. The
business earmarks to cater for the leather goods manufacturers in the Northern Highlands.
The project will give priority and use both stimulational and developmental marketing in
order to create and develop demand. As such the business will work closely with SIDO and
LAT (Leather Association of Tanzania). SIDO is a Parastatal institution charged with the
responsibility of promoting small scale industries and handcrafts in the country. Small
scale leather goods manufacturing entities will contribute 90% of the market of this
business and hence SIDO is the right collaborator. LAT is a voluntary association of
leather manufacturing, trading and leather goods manufacturing individuals and
institutions. One of the objectives of LAT is to help members further their businesses. This
business will apply for LAT membership in order to benefit from LAT’s services.
In order to reach and attend leather requirements of the many leather- products producers in
the villages, the business will enter into a distribution arrangement with SIDO and TCCIA
branches in the regions. The two institutions shall also render promotional services, apart
from us, on behalf of our business in their respective regions. Our business shall give
priority to environment protection and that our products shall conceal in them real value for
the money offered by our customers.
Descriptions of products:
We will produce leather through a process involving tanning of hides and skins. Leather is
animal skin protein combined with tannis, small amounts of oils, dyes, finishes and
moisture. Leather is used in the production of a comprehensive range of products from
simple and complicated goods classified into Footwear; leather garments; leather goods
like harnesses, gloves, bags, tents belts, chair etc.
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Leather has the following properties:-
b) It is comfortable when one wears, it permeates air and water vapor, has high storage
c) Appearance-wise it is color fast, resistant to wet and dry rubbing, thus it is easy care.
The current retail price of a square foot of leather is between Tshs 2,500/= and 2,650/=.
This price is inclusive of transport element and import duty as it is imported from Kenya.
Preliminary costing of our leather came up with a price of Tshs 1,800/= per square foot of
leather. This gives our customer a pricing leverage of between Tshs 700/= and 850/=per
square foot of leather. However, this business will offer Tshs 2050/= per square foot of
finished leather. This higher price than the computed price above, but lower than the price
prevailing in the market, is preferred in order to check off the impact of frequent rising
costs of production inputs and thus maintain price of our leather over a longer period of
time.
We could not ascertain leather prices offered by the existing tanneries in the country. They
sell all what they produce to leather products manufacturing industries in Dar es Salaam
and export most of it.
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PRODUCTION PLAN/ SERVICE DESCRIPTION
Leather production has not started. We have an idea which we intend to implement after
the appraisal through this process finding it a viable business and upon having an interested
financial sponsor.
i. Removing of undesirable constituents i.e hair, flesh, fat and some interfibrillary
matters, leaving a concentrated network of high-protein collagen fibres, greatly
softened and interspaced with water
ii. Tanning – treating hide with agent called tannin, which displaces the water and then
combines with and coats the collagen fibres. Tanning increases resistance to heat,
hydrolysis and micro organisms.
iii. Finishing, obtaining proper thickness, moisture, lubrication and esthetic appeal.
There will be no sub-contracting or buying components of the end product from anywhere
as the whole process do not provide.
Leather industry is associated with bad odors and pollution. Effluents include proteins,
hair, salt, lime sludge, acids etc. To address the pollution impact, the project will provide a
component for treatment, which involves screening of hair, precipitation settling and
removal of chrome, vegetable tans, proteins and filtration and aeration of the effluent.
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Cost of products/ service development
This project will have a maximum capacity of processing 100 pieces of hides and skins
each of 20 square feet per day. No prototype leather is to be made. Raw materials
requirement at this proposed capacity is given in annex 13. Hide to leather yield or
conversion ratio is 65%. Thus 1300 square feet of leather will be produced per day or
390,000square feet per year when capacity utilization is 100%. It is assumed that the
business operates for 300 days in a year.
The annual raw materials inputs cost, when project operates at full capacity, is Tshs
217,475,000/= same as Tshs 557.628/= per square foot of produced leather. The salaries
and wages annual bill projection is Tshs 53,640,000/= equal to Tshs 137.538/= per square
foot of produced leather. Cost of producing one square foot of leather (excluding utilities,
wear and tear and financial charges is Tshs 695.166/=
The project will in the first year operate at 80% of its operations and there after at 85% and
90% of its capacity during the second and third year onwards capacity respectively. Full
capacity utilization cannot be attained for following reasons:
- Workers need time to acquaint themselves with the functioning and operations of
the project
- Electricity supply is not reliable. There are frequent informed and uninformed
power break outs.
- Other unforeseen contingencies like strikes, shortage of supplies and machinery
breakdown.
The projected quantity of hides and skins consumed and corresponding leather to be
produced at the projected business operating capacity is shown in table 1 below.
Table 1A
Item/Year Year 1 Year 2 Year 3
Capacity utilization (%) 80 85 90
Table 1 B : Cost of raw hides and skins and proceeds from leather produced
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Leather 312,000 639,600 331,500 679,575 351,000 719,550
Labor Requirements
The project will create employment to 31 people. Technical personnel will be given
training during the project implementation period. A number of tanneries which were
established during the 1970s closed down due to poor management and other various
financial and economic problems. Many of the employees of these defunct companies form
the labor market and are unemployed. The project will advertise for employment in the
newspapers during project implementation and recruit a few qualified personnel who will
in turn conduct training mentioned above.
The directors have approached Mr. John Mwakabaga, who is a retrenched technician of
Moshi Tannery, to take the position of production manager. Mr. Mwakabaga will also be
entrusted with the task of looking for other qualified technical personnel. In order to
minimize employment turnover, the business will offer an attractive remuneration and
incentive package – relatively good salaries and social benefits. Among the incentives to be
provided are transport and housing allowance, medical care and paid for annual leave. The
annual remuneration budget for the first year is Tshs 53,640,000/=
In order to succeed in doing this business the following expenses must be incurred per year
when project operated at full capacity:-
Total 56,140,000
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Table 3: Annual Operating Expenses at Projected Capacity Utilization
Capital Requirements
To start production, we need machinery, building, furniture and equipments. The list of
machinery and equipments including installation charges envisaged in this project are
valued at Tshs.49, 200,000/=. Cost of furniture is Tshs 6,800,000/= Building contemplated
in this project according to machinery supplier quotation, including overhead tank is to cost
Tshs 28,000,000/=. Cost of office equipments is Tshs 7,500,000. Thus total fixed capital
initial outlay is Tshs 91,500,000/= as shown in Table 4 below:
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Cost of Goods
Other production costs which are imperative in this project are Electricity and water.
Average monthly bill for these utilities is estimated at Tshs 2,500,000/= or Tshs
30,000,000/= pa. This estimate takes into account the installed motor power of the project
and that 20,000 litres of water are required per day. The cost of goods produced during the
first three years is shown in the table 5 below:
Customers
Leather is an industrial good. Hence our customers will be manufacturers of footwear,
handbags, belts and the alike. The targeted manufacturers are those working in the small
scale and medium sector. This type of customers are scattered every where in the Southern
Highlands and quite a number of them are in the rural areas. These and many more, which
are to join this trade, following our Company – SIDO action of promoting leather craft
trade, will contribute 75% of our market share. The rest will be customers engaged in
retailing business and leather technology training institutions. At present the few footwear
producers visited in Arusha City complained of short and erratic supply of leather.
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Market Size and Trends
As mentioned earlier the Government is all out to implement its livestock policy of 2006.
This policy addresses the goals set in the National Strategy for Growth and Reduction of
Poverty (NSGRP). One of the objectives of this policy is to promote and maximize use of
other none meat and dairy products of this sector. Hides and skins treatment and production
of leather and establishment of leather – products producing businesses is emphasized. As
such the market for leather is expected to increase by virtue of implementing this policy.
Qualitatively our company’s markets will cover the whole of the Southern Highlands
targeting present and stimulated leather products producers, retailers and leather craft
training institutions.
Tailoring and footwear making and repairing are very common crafts or trades. These are
everywhere in the villages and towns. Most of them are run manually, the reason for their
being started easily and everywhere. A study conducted by the Leather Association of
Tanzania revealed that there is one domestic shoe maker in every 1,600 people. Tanzania
has a population of around 40,000,000 people and thus there are roughly 25,000 cobblers.
And proportionately about 4,000 shoe makers are found in the Northern Highlands. The
market size excludes customers producing other leather products like belts, bags and many
others. Special efforts being undertaken by SIDO to promote leather goods producing small
scale industries is likely to further increase the market size. For example, SIDO Mbeya is
organizing a training session during June 2009 on leather goods manufacturing
technologies.
Competition
At present, leather products producers in the Northern Highlands obtain leather from
Kenya. Large scale Tanning Companies in Morogoro, Kibaha and Dar es Salaam export
most of the leather they produce and the rest is sold to leather goods producing enterprises
in Dar es Salaam and Morogoro. These producers would not pose a stiff threat to
competition for the following reasons; one, they are more export oriented, two their huge
investment in machinery and buildings sore up price of their leather in the prevailing
situation in which they operate very much below their installed capacity. Three Leather
transportation cost to this area still raises the price above ours; and four our motto “Be
proud of your own leather, buy and promote local livestock industry” coupled with
intensive marketing effort will help check competition from the existing leather producers.
Hides and skins dealers pose another competition front. These dealers have built goodwill
with slaughter houses and have established water tight hides and skins collection network.
There are two types of hides and skin buyers. Those who buy for export motive and the
ones who buy the hides for reselling. This business shall work closely with the latter hide
and skins resellers. We will enter into an agreement with them to supply the raw materials.
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Estimated Sales
Annual leather production at 100% capacity is 390,000 ft2. The proposed selling price will
be Tshs 2,050/= per ft2, hence annual sells at full capacity is Tshs 799,500,000/=. However,
the business is to operate at 80%, 85% and 90% of its installed capacity, during year one,
two and three onwards respectively. The capacity gap is intended to account for delays
during first year arising from time lost in gaining mastery of the machinery and for
unforeseen contingencies like power blackout, machinery breakdown, etc.
It is assumed that the project will sell all what it will produce and evenly throughout the
year. Our business will confine itself to catering for the Northern Highlands markets with
more than 2500 small scale leather products manufacturing entities. This number or the
market size consists of shoe makers only. The government through SIDO is preparing to
introduce production of other products. As such our customer base is expected to widen up.
Realization of the sales projections greatly depend on cooperation from SIDO and TCCIA
regional offices. The two institutions and particularly SIDO are closer to our customers,
namely leather goods manufacturers. It is one of the SIDO objectives to assist SMEs
identify sources and procure raw materials. SIDO regional offices have expressed
willingness to cooperate with this business by collecting leather orders from leather
manufacturers in their respective regions and submit them to us. Our business will deliver
the orders to SIDO offices.
Sales and cost projections at the proposed capacity, is given in appendix 21.
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MARKETING & SELLING STRATEGY/ PLAN
SWOT ANALYSIS
STREGHTHS WEAKNESSES
- The directors are knowledgeable of the - Lack of deep technical know how
business
- Part of start up capital available
- Security for loan assured
- Commitment and dedication of the
Directors
- Networking capabilities of the Directors
- Entrepreneurial skills high
OPPORTUNITIES THREATS
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Marketing strategy
To begin with, we will start catering for the Arusha Region market and gradually move to
other regions in the Northern regions. We will reach our customer through advertising in
the local radio and TV networks, use SIDO regional offices and TCCIA to send message to
potential leather goods manufacturers. Leaflets and brochures detailing our activities will
be posted at these offices. The production capacity of 390000 ft2 of leather per year do not
meet the demand for the product in the Zone, thus our marketing efforts will be focused to
the Zone only in the short run.
Method of Sales
Leather will be sold to both retailers and end users (manufacturers). Retailers from far will
place orders with us by post, email or telephone or through our representatives in the
regions- SIDO and TCCIA. Orders so received will be delivered at our cost, during the first
two years as an incentive, and Tshs 2,000,000/= will be set aside for this purpose. Our
business will offer order soliciting, handling and delivery incentives to SIDO and TCCIA
considered in the distribution chart as retailers.
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MANAGEMENT/ ORGANIZATION
Description
The overall management of the organization will be vested on the Board of Directors. The
board will comprise of individuals with a diverse of professions ideal for the running of
this business, like accountants, leather and allied products experts, Industrial Engineers. A
six member Board is proposed at the beginning. The Board will sit quarterly and it will be
responsible for formulating policy of the company, approve plan and budget of the
business. The day to day functions of the business will be the domain of the General
Manager. S/he will translate policy and objectives formulated by the Board into action by
devising strategies of implementation, planning, controlling and other managerial function.
S/He will be assisted by three functional Managers in Production, Marketing and Finance.
The latter staff will be professionals in their respective functions and duties.
Organizational Structure
The Company’s organization structure of our business, based on functions of different staff
is given in figure 1 below. The structure takes into account the basic management
principals like the span of control and specialization principals.
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Board of Directors
Managing
Director
Accounts &
Administration & Professional &
Finance Sales & Marketing
Human Resource Production
Department
Department Department
Department
Employees
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Ownership
A company in the name of Ngaramtoni Mini Tannery Limited is undergoing registration.
It is founded by two Directors whose names and brief description: Charles Raphael- MBA
(Mzumbe University); B.A (UDSM) and Fadhili Mwavika- LLB (UDSM)
Support Services
The Company will seek professional expertise whenever need arises. Accounting and
auditing, legal and other professions related to leather technology development are to be
sourced from professional bodies within the country. A budget for the same is provided for,
categorized under accounting and auditing fees, in this document. The business has set
aside Tshs 1,500,000/= for procuring professional expertise.
FINANCIAL PLAN
Financial Risks
External factors which can contribute to failure of our project are if Government support
and purpose of improving the livestock sector ceases, the anticipated key manpower does
not come-by and if the present world financial crisis persists and hit our economy.
Other factors which will impact negatively on our business are if the projected sales are not
realized, financial support do not come by, hide and skins dealers sabotage, SIDO and
TCCIA cooperation ceases and if anticipated qualified labor turns down our offer for
employment. Our business will also face financial risk if the market of leather shrinks,
anticipated promotion of leather products manufacturing campaign by SIDO does not
succeed.
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Funding Requirements
Total 91,500,000
Total 349,020,000
To start production we require funds to meet production cost for four weeks same as Tshs
29,085,000/= termed as working capital component
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ITEM EQUITY LOAN TOTAL
Total
64,585,000 56,000,000 120,585,000
The project will borrow money to finance capital to be repaid in five years time. The loan
is expected to attract an interest rate of 15% straight line.
Balance sheet
The balance sheet depicts increasing net worth of the company.
Income statement
The income statement given in annex 4 show that the business of the company is profitable.
Net profit grow from Tshs 272,015,000 in the first year to 299,522,000 in the third year
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