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COURSEWORK ASSIGNMENT REPORT

TOTAL (50%)
Note: This Report must be completed using this template. The Deadline Date for submission
is November 27th 2023. Submissions are to be made (along with a turnout report with a 15%
or less similarity) via email to entrep.unit@sta.uwi.edu or to julian.henry@sta.uwi.edu

GROUP INFORMATION
GROUP NAME: Group 2

GROUP EMAIL: rheyanna.ramjattan@my.uwi.edu

GROUP MEMBERS:
No
Last Name First Name UWI ID Number
.
1 Ramjattan Rheyanna 816030536
2 Ramdeen Raveena 816028922
3 Phillip Abbi 816014117
4 Shallow Brandon 816036489
5 Salickram Analya 816019099
6 Burkett Jordan 816033288
7 Latchman Rachel 816027051
8 Cedeno Graham 816028211
9 Ali David 816033128
10 Ramcharan Sanjay 816033854
11
12

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1. SECTION ONE – THE INNOVATIVE IDEA (5%)

SECTION 1A – Please Select the type of enterprise that you will be focusing on

Enterprise Type Category Tick

Box
(Product or Service)

1 Agribusiness ☐
2 Computer & Internet Technologies ☐
3 Environment Protection & Management ☐
4 Social & Community Development ☐
5 Creatives, Entertainment &/or Fashion ☐
6 Health, Wellness &/or Medicine ☐
7 Travel & Tourism ☐
8 Food & Beverage Products ☒
9 Sports and Gaming Entrepreneurship ☐
10 Education & Learning ☐
11 Construction &/or Facilities Management ☐
12 Wildlife Protection & Management ☐

SECTION 1B – Basic Background to your idea

Please briefly describe your product or
service idea (<25 words)
Why did you select this idea?
(<25words)
Who or what brand is your main
competitor? (<25words)
What are the main advantages and
disadvantages of that brand? (<25words)
Yogurt Hub Pink Dragon Passion is a creamy texture
yogurt with a natural flavour taste that combines with
fruit chunks and non-dairy milk.
To entice the heart of consumers who are enthused by a
healthy snack. Furthermore, the fruit is locally produced
to innovate in the yogurt market.
Yoplait is a yogurt brand that has existed for many
years but has reached maturity.
It has sustained its competitive advantage in the market
space locally and internationally. Saturated market,
which could reduce market shares.

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SECTION 1C – Your Innovative Improvements / Ideas

Your Main Competitor’s Product / Service Your Product / Service

Great Design Features (Strengths) Your Design Improvements

Brand recognition in the yogurt market
1 space with its creamy taste with non- 1
tropical natural fruit and non-fruit flavours.
Splendid taste and the ingredients are
2 2
natural with dairy milk.
Sturdy distributing channel to
3 3
supermarket/retailers’ stores.
4 4
5 5
Design Flaws (Weaknesses) Your Design Solutions
The use of popular dragon natural tropical
fruit obtains a vibrant colour and has not
entered the yogurt market space locally.
Taste is not for pleasure but to satisfy
nourishment with non-dairy milk with the
added natural fruit for intense flavour.
Distribution channels capture wide
accessibility and convenience, for example,
home delivery services, health food stores,
and grocery/supermarket stores.

Dairy-free products to target a wide

1 Products are only dairy-base 1
Lack of distribution expansion. Offering in
2 Trinidad and Tobago only within 2
supermarkets/retailers.
3 3
4 4
5 5
consumer segment.
Home delivery services: Partnering with
meal delivery services or apps to offer
grocery delivery directly at customers'
doorsteps.
Health food stores: Specialty health food
stores and natural food markets dedicated
sections for dairy-free and plant-based
products.

2. SECTION TWO – THE STRESS TEST (20%)

The Maximum word count for this section is 1500 words (not including diagrams, appendices
or attachments). The recommended section headings are indicated below.

1. The Business Idea

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The Yogurt Hub team aims to strive together to develop, a non-dairy healthy
conscious snack. We are yogurt business partners of “Pink Dragon Passion”,
catering to consumers of today’s trending consumption products aligning with a
healthy lifestyle while maintaining natural evidence of the flavour fruit pieces, taste,
and nourishment. Our snack consists of an exciting infusion of pink dragon fruit
chunks, smooth creaminess, non-dairy milk that provides additional fibre, and
probiotics with healthy vitamins and minerals. The product is packaged with tropical
style, passion, and vibes for the fast-growing healthy segment market.

2. The Objective of the Stress Test

(Indicate the objective for doing this stress test? What is your test hypothesis? i.e.,
You want to test out some new and unique features or product improvements that you
think customers would appreciate?)

There were two main objectives for conducting the stress test:
1. Consumers' taste appeal to the innovation of a dragon fruit yogurt flavour.
2. Consumers prefer the yogurt with the dragon fruit chunks or without.

3. Method used to Stress Test the Idea (including Use of Funds)

(Describe what you did to Test your Idea, its unique features and / or the
improvements you came up with. i.e., How was the idea was presented or described
to potential customers and how did you go about gathering feedback from the
potential customers about the idea.)

The business idea was conducted by utilizing a questionnaire and sampling of the
product. The questionnaire consisted of ten questions and was distributed via Google
form within the University of West Indies St. Augustine Campus community as an
initial to marketing the product before expanding the market.

Copy of the questionnaire link:

https://docs.google.com/forms/d/e/1FAIpQLSfG7ZdJ6bNDCHbtJ81__mlGFDsMNLAvAITVFAA
_XabQq9yqAA/viewform

4. What did your Stress Test reveal about the Market Segments you tested
(Based on survey responses, which Features and Advantages did you confirm about
your product were found to be most appealing to the customer segment)

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Findings from a sample size of forty-four respondents:

● 100% of respondents appeal to the innovation of creating the new yogurt

dragon fruit flavour.

● 46% preferred the yogurt without the fruit chunks.

● 54% preferred the yogurt with the fruit chunks.

The data suggest that a majority of individuals are within the age range 18-26, full-time
UWI St. Augustine Campus community interested in the innovation of non-dairy dragon
fruit yogurt within the price range of $25 to $35 due to limited cash disposal. ____% of
individuals' choice for purchasing yogurt is influenced by _____ and _____% are likely
to obtain the dragon fruit flavoured yogurt product.

5. How do you interpret the results of the Stress Test

(What new market knowledge to you gain? What features would you change about
your original idea and why?)

Our business model canvas would continue unchanged as it affiliates with what was
found in our stress test that the launch of this product would attract a considerable
potential market segment not only vegans since the product provides a healthy eating
snack lifestyle which is strongly promoted by health agencies.
3. SECTION THREE – THE BUSINESS MODEL CANVAS (25%)
The Maximum word count for this section is 2000 words (not including diagrams, appendices
or attachments). The recommended section headings are indicated below.

1. The Value Proposition

The brand Yogurt Hub yogurt is available for consumers who want a healthy snack
in size of six ounces, real dragon fruity flavour, with its naturally distinct colour pink
and dairy free to benefit from our competitors’ weaknesses and develop
opportunities for product differentiation in the market. The brand's key value
proposition features:

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● Non-dairy - less fat content, contains fewer calories, high fibre, and lactose

intolerance

● Probiotics - active cultures to provide healthy gut and digestion.

● Flavour - possess natural real tropical dragon fruit pieces for that pleasant

taste, free from preservatives and artificial flavours.

● Texture - Firm, smooth, and creamy balance, homogeneous texture.

● Colour and appearance – natural pink colour from its smooth fruit

appearance.

The yogurt product's competitive advantage is its dairy-free milk with the tropical
dragon fruit that is non-existence in the local market maximizing the fruit's
nutritional values which are high in vitamin C and other antioxidants to boost the
immune system and iron levels. As well it is dairy-free milk with low calories and fat
content. Apart from this, customer service quality is guaranteed, and developing a
customer relationship via the brand's social media apps. Based on secondary
research and observation the competitor's weakness is providing only dairy-based
products. Therefore, is an opportunity to penetrate plant-based products to tap into a
broad base of consumers both vegans and non-vegans want a healthy snack.

2. The Customer Segment

The consumer segmentation is to develop a homogenous market of potential

customers to provide a better opportunity to achieve market shares geared to healthy
snack-conscious individuals. The yogurt market segmentation would be built on the
values that consumers seek from the product in the various categories, thus the
market would be segmented into three variables such as lifestyle, price, and location.

● Lifestyle - Yogurt Hub capitalizes on the market that appeals to consumers

with specific lifestyles of healthy consciousness that seek to be committed to

nutritious well-being or strict dietary snacks to promote valuable ingredients
contents.

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● Price - Is directly concerns consumer purchasing power disposal of income.

Moreover, the initial target consumer segment to commence this product

market is UWI students who express their price willingness to acquire a
yogurt healthy snack.

● Location – The focus is marketing at the St. Augustine UWI Campus offering

delivery on the greens with an ice-cream mobile cart stall to maintain food
safety freshness and quality.

3. The Customer Relations Strategy

The business idea was conducted by utilizing a questionnaire and sampling of
the product. The questionnaire consisted of ten questions and was distributed
via Google form within the University of West Indies St. Augustine Campus
community as an initial to marketing the product before expanding the market.

Copy of the questionnaire

link:https://docs.google.com/forms/d/e/1FAIpQLSfG7ZdJ6bNDCHbtJ81__ml
GFDsMNLAvAITVFAA_XabQq9yqAA/viewform

4. The Distribution Channels

Our customers will be able to access Pink Dragon Passion through supermarkets and
grocery stores. This channel is effective as distributing your product through established
supermarkets and grocery store chains is a common and efficient way to reach a broad
audience. This offers broad visibility, access to a large customer base, and potential for
increased sales. It provides convenience for customers and builds credibility for our brand.

Health Food Stores were also used. Specialty health food stores and natural food markets
are perfect outlets for products that specifically cater to health- conscious and vegan
consumers. They often have dedicated sections for dairy-free and plant-based products.

Lastly Home Delivery Services which provide a level of convenience and allow us to target a
wider region of potential customers. Partnering with meal delivery services or apps that offer
grocery delivery to customers' homes. This can be an efficient and convenient distribution
channel as it gets your product into the hands of customers who may not be able to purchase
otherwise.

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5. The Key Activities for the Business

1. Production Activities:
 Research and Development: Conduct extensive market research to identify
preferences in
the health-conscious segment. Collaborate with regulatory bodies to ensure
compliance.
Determine the unique aspects that will differentiate the product.
 Importance: R& D is foundational for creating an innovative product that aligns
with
market demands and regulatory standards.
Product Design and Development:
 Description: Collaborate on packaging design that reflects health and uniqueness.
Develop the dragon fruit yogurt, ensuring collaboration with non-dairy milk, dragon
fruit,
and packaging suppliers.
 Importance: Design and development are crucial to create a visually appealing
product
that meets quality standards.
Manufacturing and Production:
 Description: Implement quality control procedures throughout the manufacturing
process
to ensure consistency. Regularly assess and enhance production methods to maintain
and
improve product quality.
 Importance: Consistent and high-quality production is essential for meeting
consumer
expectations and building brand trust.
Maintenance and Development:
 Description: Establish routine maintenance schedules for equipment and
facilities. Invest
in ongoing product development to introduce new variants or enhance existing ones.
 Importance: Regular maintenance ensures operational efficiency, while ongoing
development keeps the product competitive.

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2. Promotion Activities:
Sales and Marketing:
 Description: Develop a comprehensive strategy, utilizing social media,
advertising, and
promotions to create awareness. Craft a compelling marketing message that
highlights the
product&#39;s unique features.
 Importance: Effective sales and marketing efforts are critical for capturing the
target
audience&#39;s attention and driving initial and sustained sales.
Communication:
 Description: Establish clear communication channels with partners, suppliers,
and
customers. Ensure transparent and open communication to build trust.
 Importance: Clear communication fosters collaboration and trust among
stakeholders,
contributing to the success of the business.

3. Selling Activities:
Distribution and Supply Chain Management:
 Description: Design an efficient distribution network with strategic partners.
Implement
supply chain management processes to reduce costs and enhance efficiency.
 Importance: Efficient distribution is crucial for ensuring product availability and
customer satisfaction, directly impacting sales.
Order Fulfillment:
 Description: Develop and implement streamlined order fulfillment processes to
ensure
accurate and timely delivery to customers.
 Importance: Timely order fulfillment is critical for customer satisfaction and
repeat
business.
In summary, the most critical setup activities revolve around R&amp;D and
marketing to create an

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innovative product and promote it effectively. In operations, focus on maintaining

high-quality
production and ensuring a smooth distribution process. Customer support is
consistently
important throughout both set-up and operations phases. A successful business in
this context
requires a balanced and well-executed approach to all essential activities. The most
critical
activities are those that lay the groundwork for the business, such as R&amp;D,
effective sales and
marketing, and efficient distribution and supply chain management. Ongoing
operations,
including manufacturing, maintenance, and customer support, are equally vital for
sustaining
success in the market.
6. The Key Resource Requirements for the Business
Key Resource Requirements for Yogurt Hub Pink Dragon Passion Business:
Ingredients and Raw Materials:
● High-quality Greek yogurt base with probiotics
● Fresh fruit dragon fruit
● Non-dairy milk alternatives like almond or coconut milk
● Natural flavorings such as vanilla and honey
Production Equipment:
● Yogurt fermentation tanks and machinery
● Fruit processing equipment for slicing and dicing
● Packaging machinery for cups or containers
Skilled Workforce:
● Experienced yogurt artisans with expertise in flavor blending
● Production staff trained in fruit processing techniques
● Quality control personnel for taste and texture consistency
Supplier Relationships:
● Established partnerships with local dairy farms for yogurt base
● Relationships with fruit suppliers ensuring consistency
● Agreements with non-dairy milk providers for consistent supply

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Market Research:
● Conduct surveys and tastings to understand flavor preferences
● Stay updated on emerging yogurt and non-dairy trends
● Analyze competitors in the specialty yogurt market
Distribution Channels:
● Collaborate with specialty grocery stores and health food outlets
● Develop an efficient cold chain for yogurt transportation
● Explore online platforms for direct-to-consumer sales
Marketing and Branding:
● Collaborate with food photographers and designers for product visuals
● Marketing team for social media campaigns and influencer partnerships
● Engage in community events to promote brand awareness
Regulatory Compliance:
● Adherence to FDA regulations for food safety
● Compliance with health department standards for production facilities
● Obtain necessary licenses and permits for food processing
Financial Resources:
● Initial capital for setting up production and acquiring equipment
● Operating budget for ingredient procurement and day-to-day expenses
● Financial planning for future expansions or product line extensions
Technology and IT Infrastructure:
● Point-of-sale systems with inventory tracking
● Utilize inventory management software for efficient supply chain
● Develop a user-friendly online platform for customer orders

In terms of priority, ensuring a consistent and high-quality supply of ingredients, investing in

production equipment, and hiring a skilled workforce are critical for the success of Yogurt
Hub Pink Dragon Passion. Additionally, strong relationships with suppliers and an in-depth
understanding of the market through ongoing research play pivotal roles in maintaining a
competitive edge in the targeted market segment.
7. The Key Partners, Suppliers and Relationships
In our entrepreneurial journey to introduce a novel dragon fruit yogurt, we've
identified key partners crucial to our success. Firstly, we've established solid
connections with dragon fruit suppliers, ensuring a consistent and high-quality

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source of this vital ingredient. For our non-dairy yogurt base, we've partnered with a
reliable supplier specializing in plant-based alternatives, guaranteeing the
maintenance of our product's taste and quality. In terms of packaging, we've aligned
ourselves with a supplier specializing in food-grade and eco-friendly materials to
resonate with our health-conscious target market.

Distribution is a key aspect, and we've engaged with supermarket chains, grocery
stores, and health food outlets, negotiating strategic agreements to secure prominent
shelf space. Recognizing the growing trend of home delivery, we've also sought
partnerships with delivery services to facilitate convenient access for our customers.
To amplify our market presence, we've collaborated with marketing and advertising
agencies, developing campaigns that emphasize the unique selling points of our
dragon fruit yogurt.

Ensuring the endorsement of health professionals, we've established relationships

with nutritionists who can attest to the health benefits of our product. To guarantee
quality and safety, we've partnered with testing laboratories specializing in food
safety. Exploring broader market reach, we've considered strategic partnerships
with superfood brands, opening avenues for collaborative efforts and co-branded
products. Additionally, we've cultivated connections with local farmers and
community initiatives, emphasizing sustainability and support for local businesses.
In essence, these partnerships, carefully selected based on shared values and the
ability to contribute to our business goals, form the foundation of our dragon fruit
yogurt venture's success.

8. The Main Cost Drivers

Cost Drivers

Main Start-up Costs Estimate Amount $

1 Initial Raw Material Purchases $1000
2 Packaging Materials $300
3 Production Materials $300
Total Start-up Costs (Equipment etc.) $1600

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Initial raw material purchases - Dragon fruit, non-dairy milk, natural sweeteners.
Packaging materials - Containers, lids, labels
Production materials – Air tight containers, Zip-lock bags, spatulas (stand-mixer was
provided by a member of the business)
*Refrigeration and storage was facilitated through personal means (Members of the business
allocated a fridge already purchased for personal use)
*Transportation for deliveries were facilitated through personal means. (Members took turns
using their personal vehicles for transport)
Main Operational Cost (Monthly) Estimate Amount $
1 Gas $500
2 Phone Plans $250
Total Operating Costs (Rent, Utilities, etc.) $750

Gas – During this phase of the business, sales were primarily made through in-person
transactions at school therefore at-home deliveries were minimal.
Phone Plans – a few members of the group were allocated data plans each month to promptly
reply to customers and facilitate meet-ups to fulfil orders
NOTE: Overtime, as we scale to meet our other distribution channels, operational cost drivers
will include rent at grocery stores and health food stores as well as merchant subscription fees
for delivery apps. In addition to this, as money is reinvested to the business, purchasing of
professional fermentation equipment, obtaining a storage facility, freezers and marketing
costs will also be added to this list.

9. The Main Revenue Streams

The Yogurt Hub aims to fill a gap in the market, catering to individuals who seek a non-diary
healthy conscious snack. Our product is geared towards individuals who strive towards a
healthy lifestyle and poses as a grab and go breakfast. Our business as a whole, as well as our
clients may benefit personally and nutritionally from this product. Our reward would be
having our target market choose our product and become our loyal customers compared to
our competitors. The price range for our product is affordable and can be used to solve our
target customer’s dilemmas.
Revenue Source Description

Product Sales - sales through various channels such as retail stores, supermarkets, and online platforms.

Wholesale Distribution - Selling bulk quantities to restaurants, cafes, and other foodservice establishments.

- Revenue generated from the sale of yogurt through the company's website or other e-
Online Sales commerce platforms.

Subscription Services - Offering subscription plans where customers receive regular deliveries, ensuring recurring

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Revenue Source Description

revenue.

- Creating personalized yogurt products for special occasions, events, or corporate clients,
Customized Products generating additional income.

- Selling branded merchandise such as T-shirts, mugs, or accessories related to the dragon
Merchandise Sales fruit-flavored yogurt brand.

Licensing and - Generating revenue through licensing the brand or forming partnerships with other food
Partnerships and beverage companies.

- Hosting events, tastings, or promotions to increase brand visibility and drive direct sales at
Promotional Events events.

- Expanding the market reach by exporting the yogurt to international markets, creating
Export Sales new revenue streams.

10. Closing Summary

In conclusion, Yogurt Hub can be personally rewarding, socially impactful and profitable for
several reasons:

Firstly, with a growing focus on health and wellness, yogurt is often perceived as a nutritious
food. Pink Dragon Passion contains probiotics which is associated with digestive health, and
it can be positioned as part of a balanced diet. Also, yogurt appeals to a wide range of
customers, from health-conscious individuals to those seeking convenient and tasty snacks.
This diverse customer base provides our business with opportunities for market penetration
and growth.

Furthermore, the yogurt industry allows for creativity in product development. This was
showcased as our business introduced a unique Pink Dragon Passion flavour. The
introduction of unique flavours, textures and formulations can set our business apart from
competitors thus proving to be more profitable and attracting more customers.

Also, our business can be socially impactful with the use of local and sustainable sourcing.
Emphasizing local and sustainable sourcing of ingredients can greatly contribute to the social
impact of Yogurt Hub. Especially in the case of our Pink Dragon Passion which incorporates
the use of real dragon fruit. This approach supports local farmers and reduces the carbon
footprint associated with transportation. Another important factor to note is our business’
adaptability to trends. Yogurt can be incorporated into various food trends, such as plant-

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Yogurt Hub: Pink Dragon Passion Yogurt

based alternatives, which are gaining popularity. By staying adaptable to consumer

preferences and rising trends, Yogurt Hub can stay relevant over time.

Therefore, by combining a focus on health, innovation, trends and sustainability, our business
has the potential to be personally rewarding, socially impactful and profitable in the existing
and future markets.

4. SECTION FOUR – APPENDICES

i. A Copy of your BMC Diagram
BUSINESS MODEL CANVAS
Key Partners Key Activities Value Proposition Customer Re

Tactical Partners: Business Setup Steps: Concept Definition: Key Marketi

1. Ministry of Health 1. Research and 1. Consumers who want Message:
Food and Drugs to Development to a healthy snack in 1. Gour
ensure product determine size of 6oz, real creat
met it standards innovating the dragon fruity flavour to str
and comply with product. with its naturally taste
regulations to 2. Product Design distinct colour pink whisk
receive 3. Product and dairy free for to a p
certification. Development product tropi
4. Sales and differentiation in the 2. Has a
Strategic Partners: Marketing to market. flair a
1. Suppliers of non- promote the perfe
dairy milk, dragon product Key Pain Relievers: balan
fruits and 5. Communication 1. Non-dairy entic
packaging 6. Customer 2. Probiotics of dra
2. Groceries/ support to assist 3. Flavour with
Retailers with supports 4. Texture 3. Pink
3. Meal delivery questions, 5. Colour and Passi
services concerns and appearance not ju
4. Health food stores feedback Key Gains (Benefits): pleas
5. UWI 7. Distribution and 1. less fat content, taste
Supply Chain contains fewer a sati
Management to calories, high fibre nour
ensure products and lactose your
are efficiently intolerance non-d
delivered and 2. active cultures to and p
supply chain provide healthy gut Key Marketi
management and digestion Medium:
team to assist 3. possess natural real 1. Insta
with ensuring tropical dragon fruit 2. Adve
costs reduction pieces for that Flyer
is employed and pleasant taste, free 3. Prom
efficiency

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improvements. from preservatives Feedback /

8. Fulfilment of and artificial flavours. Engagement
orders 4. Firm, smooth and 1. Socia
creamy balance, 2. Anon
Operating or homogenous texture surve
Production Steps: 5. Natural pink colour 3. Samp
1. Manufacturing from its smooth fruit 4. Loya
and Production: appearance progr
Quality control Key Technology / 5. Comm
procedures Innovation Features: outre
2. Maintenance and 1. Real natural dragon
development fruit.
2. Non-dairy milk.
Key Resources Channels

Facilities, Tools & Main Source

Equipment: 1. Socia
1. Brick and Mortar 2.
for operation Distribution
2. Ice-cream Network:
mobile cart stall 1. Groce
(initial Retai
commencement) 2. Home
3. Blenders, pots 3. Healt
stoves, whisk,
refrigerators
4.
Man Power / HR:
1. Head Kitchen
Lead
2. Kitchen
Assistance
3. Packaging
4. Housekeeping
Cost Drivers Revenue Streams

Main Start-up Costs Estimate Amount $ Main Annual Revenue Stream

1 Renovations 40,000 1 Proceeds from initial sale
2 Blenders (2) 7,000 2 Provide services of consul
3 Stoves (1) 4,500 start-up entrepreneurs
4 Pots (2) 6,000 3 Dividends
5 Raw materials (ingredients) 25,000 4
6 HR: commence with 4 employees for 138,240 5
preparation and operations@18.00 per 6
hour 7
7 Ad – Flyers 1000 8
8 9
9 10
10 11
11 12
12 Total Estimated Annual Reven
Total Start-up Costs (Equipment etc.) $221740

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Main Recurring Annual Costs Estimate Amount $ What’s the Investment Amount
1 Access to water quarterly @309.00 1,236 The investment amount from p
2 Electricity within 2 months @ 500.00 3,000 Accordance to the cost drivers
3 Internet 2,040 commencement of the business
4 = 71,984).
5
6 Social, Community or Environm
7 Our product is non-dairy milk p
8 print initiative.
9
10
11
12
Total Operating Costs (Rent, Utilities, etc.) $6276

ii. Picture or either the Product (Sample or Prototype), Flyer or Social Media Page, etc.
that was used to share the idea with Survey Responders

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iii. Copy of the survey form or questionnaire that was used to get feedback about the
idea.
iv. Copy of the survey results

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