Business Plan File 8

Running head: BUSINESS PLAN
BUSI 4046/4053 Final Business Plan 11/11(21W-C-BC-11A)
Student’s Name:
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Executive Summary
The report has concentrated on developing a proper business plan which will be able
to tide over the competition present in the market of Canada. The uniqueness of the
plan, strategic advantages of it and challenges has been examined in the report. The
competitor analysis has been done to understand the depth and breadth of the
challenges that the company can make. Legal frameworks to be followed have been
explored with final selection for Milko and proper justification. The report has
followed an objective viewpoint to deliver a realistic perspective about the business
environment of Milko. Canada is a country where most of the people demand for
organic food items. Milko Organic will be the new business that will help to provide a
fresh, organic and non-synthetic mixture of unique-flavoured milkshakes to the
people. The milkshakes will be available in various flavours, like vibrant blue, Olam
cocoa, mint, turmeric, beet. The market of Canada regarding organic foods is present
Can $5 billion (Organic Alberta, 2021). The competitors will include Frozen Treats,
Denny's, Keventers. The new business will get positioned on the basis of the
diversified characteristics of the products that will be useful to the customers. The
psychological segmentation will be the best justification relating to the company's
products and services. The new business will develop a mobile application and green
program as the primary objective of branding efforts. The expected start-up costs will
be Can $100000. The PAT for the company is expected to become 56640 Can$ at the
end of 2021. Hence, the new business can use the financing and investment
opportunities as a growth strategy. A checklist has been developed to identify the
business elements and control cost. An action plan and risk assessment plan have been
developed to ascertain the risks and mitigate them. The environmental compliance
will be the development of standards under EU regulations.
Table of Contents
Introduction....................................................................................................................5
Business Overview.........................................................................................................5
The proposed idea of business................................................................................5
Identification of new idea.......................................................................................6
The creative process regarding idea generation.....................................................7
The uniqueness regarding the new business...........................................................8
Business Purpose............................................................................................................9
Vision, Mission, Values.......................................................................................10
Identification of key stakeholders of the business................................................10
Government regulations.......................................................................................11
Business Opportunities.................................................................................................12
Opportunities in E-commerce..............................................................................12
Differences between ideas and actual opportunities............................................13
Assessment of Opportunities................................................................................14
Business Design...........................................................................................................14
Pros and cons of the legal formats of a business..................................................15
The preferred legal formats for the business........................................................15
Scalable organisational design.............................................................................16
Market Analysis...........................................................................................................16
Importance relating to market research................................................................16
Market analysis regarding new business in the context of its industry................17
Incorporation of market research in the new business plan.................................18
Services and Products...........................................................................................19
Competition..................................................................................................................19
Importance of competitive analysis to support the new business........................19
Competitive pressures and scenarios of Milko.....................................................21
Positioning............................................................................................................22
Sales and Marketing.....................................................................................................22
Market Segmentation and justification for best-fit market segmentation............22
Efforts of branding...............................................................................................25
Role of internet and social media in the branding effort......................................26
Pricing and Distribution.......................................................................................27
Target Customers.................................................................................................27
Suppliers...............................................................................................................28
Customer Service Policy and Warranties.............................................................28
Marketing plan implementation timeline.............................................................29
Financial Plan...............................................................................................................30
Cash and capital need analysis of the financial year 2021-2022..........................30
Pro forma balance sheet for the financial year 2021-2022...................................31
Pro forma cash flow statement for the financial year 2021-2022........................32
Pro forma income statement for the financial year 2021-2022............................34
Analysis of the figures from the estimated financial statements..........................36
Business Control Plan..................................................................................................37
The Opportunities for strategic growth in the company.......................................37
Challenges to be faced to tap opportunities..........................................................38
Points of costs overruns in the business...............................................................39
Strategies for restricting escalations of costs.......................................................40
Strategic Challenges and Strengths......................................................................41
Cost Control- Checklist........................................................................................41
Operations Plan............................................................................................................42
Personnel Plan......................................................................................................42
Technology and processes....................................................................................44
Location in the market to be served.....................................................................45
Key Assets and IP.................................................................................................46
Quality Control.....................................................................................................47
Pieces of equipment..............................................................................................48
Environmental Compliance..................................................................................48
People...........................................................................................................................48
Human resource needs..........................................................................................48
Organizational Structure.......................................................................................49
Description of the advisory team..........................................................................50
Description of the management team...................................................................51
Key employees.....................................................................................................51
Action Plan...................................................................................................................52
Project Objectives.................................................................................................52
Action Plan...........................................................................................................52
Risk Assessment...................................................................................................53
Business Plan Implementation.....................................................................................54
Conclusion....................................................................................................................56
Reference List...............................................................................................................57
Introduction
A business plan is being identified as a written formal document that helps to

contain the goals of a business, the methods to attain these goals and the time period
required regarding the achievement of the goals (Jukova et al., 2019). This particular
plan of business will be based on the development of an organic milkshake bar. The
bar will be set up in the region of Calgary of Canada. The demand for organic foods is
becoming strong around the globe and the people are gradually developing their
likeness towards the blend of freshness in their food. The natural sweetness of the
shakes along with the organic ingredients can help to create the additional health
benefits for the people. Thus this particular business will be raised and the name of
the bar will be Milko Organic. This business will be of huge importance in the organic
food market that will help to fulfil the demands of the people to maintain their health.
The popularity of the company will be based on technological innovation, marketing,
creativity, resources, variety in flavours of milkshakes.
Business Overview
The proposed idea of business
The organic milkshake bar will prepare and deliver an organic, fresh, non-
synthetic mixture of the various types of milkshakes to the people of Canada. There
will be various flavours of milkshakes, like Olam cocoa, vibrant blue, beet, turmeric,
mint with fresh herbs. The organic ingredients will be the addition of dried fruits.
There exists a strong demand for organic milkshakes and organic foods among the
people and this business will help to provide a blended mixture of protein and
freshness. The different flavoured milkshakes will be manufactured in front of the
customers in the bar with the help of technology-based machinery. The start-up costs
of the business will be obtained from the investments and loans. The new business
can help to achieve the revenue through the increased sales by attracting a large
number of customers. The proposed idea of the business has been developed after
analysing the value of organic imports and organic exports. Moreover, the idea of the
business is based on the evolution of various primary organic manufacturers. The
country helps to generate a large volume of organic milk in the current years (Organic
food market in Canada, 2021). Thus more nutrients will be delivered to the customers
through organic milkshakes.
Identification of new idea
Milko Organics will be the new identification of the organic milkshake bar.
The new business will help to provide the different unique-flavoured milkshakes to
the people to enrich their daily life. The business will support the organic firms and
educate the people about the importance of the consumption of the healthy organic
shakes. The different flavours of the shakes will be derived from a range of organic
blue and green powders that will be obtained from spirulina. Spirulina occurs in a
natural manner in fresh water and marine bodies (Soni, Sudhakar & Rana, 2017).
Calgary will be the place where the people will identify the new business due to the
increased demand for organic foods and liquids. The genetically modified organisms
can be avoided by growing the raw ingredients organically on the farm. The new
idea has been identified through assessing the needs of the healthy people and by
taking the advice of the other entrepreneurs of the country.
The creative process regarding idea generation
The technique of generation of the idea is being regarded as a creative process

of the development of the ideas and solutions. The idea of the new business of organic
milkshake bar has involved the creative processes, like mind-mapping and
brainstorming.
Mind-Mapping: Mind-mapping is a process to develop the connections among the
different ranges of ideas (Liu, Tong & Yang, 2018). At first, the various ideas have
been jotted down and the facts have been established through the creation of a web of
relationships. Those different ideas were organic cookies, organic food, organic
milkshake, virtual tourism. After that, the connections among the ideas have been
developed and finally, the organic milkshake bar business has been selected.
Brainstorming: Brainstorming develops different solutions regarding a specific
problem on the basis of a number of ideas (Seeber et al., 2017). After achieving
different ideas by the people, this particular business idea has been generated through
the blend of different ideas.
Brainstormin
g
Mind- Creative
mapping thinking
Creative
process of
new idea
generation
Figure: Creative process of new idea generation

Source: Self-created
The uniqueness regarding the new business
The uniqueness regarding the new business will lie in the adoption of the pure
natural and organic means to develop the unique flavoured milkshakes. The
milkshakes will obtain in different flavours that will be manufactured in the bar with
the help of the innovative shakers. The innovative shakers will help to incorporate
robotic technology with design to prepare the shakes with ease and speed. Further, the
addition of the dried fruits to the milkshakes will be an added advantage. Besides, the
new business will fetch the raw ingredients directly from the organic farms that will
contain high nutrients and minerals. A large LED TV will be there in the bar that will
show the live preparation of the unique-flavoured milkshakes. The customers who
will visit the bar can visualize directly the preparation to help in their increased
satisfaction. Both the take-away and sit-and-drink options will be available for the
customers. The bar business will provide education to the students about the
importance of organic farming and the health benefits.
Business Purpose
The purpose of the business is to provide value in terms of good health and
well-being. Normally milkshakes are not healthy for consumption. A single, high-fat
item it may cause unhealthy changes in red blood cells and blood vessels. The
milkshake being synthesises will be different infused with rich nutrients, flavours,
proteins and minerals (Papke-Shields & Boyer-Wright, 2017). The ingredients will
successfully subdue food cravings through a power-packed option keeping customers
away from junk food intake. Currently consumers are looking for healthy and
sustainable food and beverage options in the market. The milkshake will increase the
bone health and provide the fibrous consumption essential for maintenance of good
health. The health benefits derived will lead to increased consumption contributing to
the profit margins of the company.
The business will be critical in extending support to different organic farms
responsible for maintaining the purity of earth and water. The entire value chain of
sustainable sourcing will be followed by the business allowing the growth of farmers
(Qazi, Dikmen & Birgonul, 2020). The cultivation of basic ingredients in natural
ways will involve the use of biological materials. The avoidance of synthetic
substances maintaining soil fertility and ecological balance will minimise wastage and
pollution. Low in sugar and fat the milkshake will be preferred by the massive health-
conscious customer segment in Canada.
Vision, Mission, Values
Vision: To be a vehicle of consciousness in the global organic market through

the creation of a holistic, sustainable modality of business, which will promote,
inspire and support respect and true wellness for all the human beings and nature.
Mission: To be an innovative and trustworthy global leader in the provision of
organic genuine true wellness services and products regarding healthy, conscious
living.
Values: The new business will tend to provide different unique flavoured
organic milkshakes to all the people through the absolute commitment to the quality
and total integrity. The technological innovation of the company will lie in the
development of the innovative shakers and a smoothie robot.
Identification of key stakeholders of the business
The stakeholders have received an increased interest in business owing to the

latent opportunities offered by it (Seeber et al., 2017). A short pitch should exemplify
the benefits and values being delivered to the society through the commencement of
the business. The stakeholders of the new business will include suppliers, investors,
employees, employers, communities and customers. The aspect of long-term benefit
to be accrued from the business will be elaborate to the stakeholders (Vargas-
Hernández, 2020). The health benefits to be acquired by customers through
consumption of organic milkshakes will be emphasised through appropriate channels.
The Chief Executive Director will look after the operations of the business. The
Officer of Food & Safety will ensure that all the regulatory frameworks and standards
will be followed while manufacturing the product. The key stakeholders also include
the organic farmers of the business. The growth of farmers will be ascertained through
rapid acceptance of the product. Fair prices will be provided contributing to the
growth of the community. The healthy components will restrict increase of critical
conditions such as diabetes and cardiovascular diseases.
The pitch will further emphasise on the various flavours and organic syrups
being used leading to widening of the overall customer base. The communities’
benefits owing to lesser impacts on the environment, robust growth of farmers and
sustenance of strong health will form the base of the pitch. Forecasted and projected
profits relying on the researched demand for organic milkshake in Canada will be
elaborated in the brief pitch presentation.
Government regulations
The organic milkshakes that will be labelled organic will be regulated by the
Canadian Food Inspection Agency. The organic items that will be sold in Canada
must have to comply with the regulations, Food and Drugs Act, Safe Food for
Canadians Act and Regulations (Inspection.gc.ca 2021). The organic farms and the
manufacturers of these products must have to be prepared to demonstrate that the
organic claims are truthful and do not contain misleading facts. All the requirements
related to the products and commodities should have to be met. Part 13 of the Safe
Food for Canadian Regulations has got the additional requirements if the product will
have an organic claim on the level, or if the product will display the Canada Organic
Logo on the label and will be sold within Canada. The Canada Organic Regime will
also be responsible for the regulation of the new organic milkshake bar. The Canada
Organic Regime refers to the system of organic certification that is being outlined in
Part 13 of the Safe Food for Canadians Regulations. The main purpose will be to
regulate the parties who will be involved in the certification of the organic milkshake
flavours, besides verifying the meeting of all the applicable standards, guidelines,
requirements of regulation.
Business Opportunities
Opportunities in E-commerce
There will be e-commerce opportunities through online education about the

salience of organic foods in the business. There will be moderate e-commerce
opportunities since the milkshakes will not be infused with strong preservatives.
Strong synthetic flavours and substances supporting preservation will be eliminated.
Shelf-life of the products will be strongly emphasised to capture the attention of
customers looking for sustainable food consumption (Sanchis, Yusà & Coscollà,
2017). The presence in e-commerce platforms will create heightened awareness about
the product through an Omni-channel presence. The company should focus on
creating educative videos on YouTube and Twitter about the range of benefits
attained through sustainable consumption of food. The content will also elucidate the
preparations of milkshakes and emphasise on the salient health benefits being
obtained from them. The informative videos accompanied by transparent, authentic
visuals will capture the interest of customers in the Canadian market. The company
will offer the options of home delivery to provide convenience to customers (Denver
et al., 2019). The company will develop points of differentiation in variances of
organic mocktails along with the shakes.
The e-commerce section will provide immediate accessibility to customers
contributing to the popularity of the products. The concept of access combined with
home delivery will enable in gaining access to an expanded customer base
contributing to increase in sales and revenues.
Differences between ideas and actual opportunities
The core idea of the business will be different from the pragmatic
opportunities present in the market. The actual opportunities will be capable of
delivering value to the business with minimal investments. The ideas are based on the
gaps identified in the food and beverages market of Australia. The idea relies on the
solutions that the particular product will be able to provide as per the needs and
expectations of customers.
The idea of running the business in Canadian market will be highly different
from the legal and socio-economic context affecting its smooth execution. The idea
will be subjected to changing demands, comparisons with alternative products
available in the market and the ultimate perception of consumers. The superior
perception will pave the way for physically converting the idea of organic milkshakes
to actual channels of opportunity. There should be deep analysis to actually
comprehend the factors affecting the market which can influence the sales of the
products. There should be weighed decision making based on the costs, benefits and
risks in the market. Strong leadership should be infused among the different teams
(Kusumaningsih, Irianto & Antriyandarti, 2019). Also, there needs to be strong
technological infrastructure to capture real-time information and trends impacting the
food industry of Canada. Digital tools will ascertain the free flow of information
needed for the inter-connection of the various capabilities. Ideas can be better
executed through the dynamic exchanging of ideas which will be implemented easily.
One of the vital activities is the in-depth market research needed to understand the
value to be delivered by the business. The value to be tendered in the Canadian
market through introduction of organic milkshakes should be elaborated in
promotional campaigns to gain sales channels.
Assessment of Opportunities
An assessment of opportunities is the procedure of market research needed for

comprehending the opportunities present in the market pertaining to a certain product.
The assessment of opportunity is done via analysing the customers, finance,
competition, timing, supplier network and environment. Customer segments consist of
the health conscious, educated population looking for nutritious and sustainable
options for beverages (Puska, 2019). The process of production will follow a lean
method. There will be strong food processing units to ascertain the safety of the
product. Finances will be obtained from angel investors and bank loans. The company
should run pilot tests with samples of the products before the full-fledged launching
and gauge the responses of customers. The cash-flow, assets, lead to sales
conversions, increase in revenues and income sheet will be scrutinised to identify the
acceptability of the product. The timing will involve the organic launches and
innovations being done by competitors. The competitors will encompass Denny’s
Keventers and Frozen Food. Milko Organic will have limited competition in the
market owing to the organic processes, natural ingredients and sustainable sourcing
being applied by it.
Business Design
Pros and cons of the legal formats of a business
There are a number of business formats in the legal section which can be
successfully used by Milko Organic. Sole proprietorship, corporation and partnerships
are some of the legal formats to be followed. There are pros of the partnership since
risks and losses are minimised by a tangible degree through sharing. There are also
cons with conflicts during critical decision making and the incurring of certain
liabilities (Brilli, Loreto & Baccelli, 2019). The strong points within a corporate legal
structure include separation of a business from the individuals. The cons involve the
business security which is severely affected. The pros of a sole proprietorship
encompasses the less expenses incurred in the market. The cons consist of difficulty
in fetching contracts.
The preferred legal formats for the business
The partnership will be the preferred and pragmatic legal format for a
business. Milko Organic should develop a strong partnership with technology and
mechanism based Food Company in Canada. The machinery needed for improved
processing, preparation and production of organic milkshakes can be developed by the
company being acquired by Milko. The partnership will provide the needed leverage
to Milko in exchange for sharing the profits to be acquired by the new drinks
introduced among the targeted segment of customers. The legal framework of limited
liability partnerships will be best suited to the operations of the company. There will
be some protection of liabilities obtained from the alliance. The partial protection
infused in the legal constraints will prevent them from any wrong acts being
committed (Rizzo et al., 2020). The risks of the operation will get shared among the
companies. The partnership will allow Milko significant benefits in applying
advanced equipments and technologies for processing the ingredients in-house
reducing the costs of setting up new units. The sharing of risks will protect the
company from potential pitfalls.
Scalable organisational design
A scalable business model needs to be applied by the company to manage the

business. The organic milkshake is bound to gain immense popularity in the business
realm owing to the innovative organic concept interwoven with it. There can be needs
of an increased structure to match the increase in production. The business should
affirm its ability to expand in the market without being hampered by the structure or
available resources. The company should introduce methods so that the increase in
productions is handled by enhancements in the machineries and robust contracts
forged with the supply chain. Market ready apps such as Gusto should be applied for
gaining a better control over the payroll (Rana & Paul, 2017). Internal software
should have the features to accommodate the growth of the business through different
modules and their interconnection. The physical manufacturing units, inventories and
warehouses should have the capacity to manage the increase in demands. Logistics of
Milko need to be upgraded and be based on sustainable mode of transport in
synchronisation with the organic aim and purpose of the company.
Market Analysis
Importance relating to market research
The importance of the research of the market lies in the identification of the
customers in business, along with the identification of the gaps in the expectations of
the customers (Ind, Iglesias & Markovic, 2017). The research on the organic food
market of Canada will be done regarding the creation of an effective market
intelligence. This will help to assist in the reduction of the risks that are important in
terms of business decisions. Further, the new opportunities for the new business will
be achieved with the help of the research of the market. Market research will help in
the development of feasibility regarding the launching of the organic milkshake
business before the dedication of budget and time into the new venture. The
requirements of the target audience of the new business can be understood to develop
the strategies of marketing for the new business.
Market analysis regarding new business in the context of its industry
The current market of Canada based on organic foods is present Can $5 billion
(Organic Alberta, 2021). The share of the Canadian market relating to organic foods
from the mainstream retailers in the year 2019 has improved to 2.6%. There exist a
high demand of the consumers in the use of organic items that are gradually
increasing the market. However, the supply of organic items remains tight in the
current pandemic COVID situation. People have got a large demand regarding
organic milk in Canada. This is evident from the growing number of milk producers
in Canada. The total number of organically certified producers of milk in Canada has
got improved with a value of 249 in the year 2019 (Statista, 2021). Moreover, the
customers of Canada are making expenses of $6.9 billion on organic items in a year
for the improvement of the size of the market.
As per a current report of Canada, the people will buy more than $7 billion
worth of organic food in the future years. The Canadian farmers are increasing
steadily their organic acreage due to the development of the new opportunities
regarding the burgeoning demand for organic foods. This rising trend of the organic
market of Canada will help the new business to attract and retain the increased
customers and improve sales.
Figure: Canadian Dairy Trade Balance

Source: Statistics Canada (2021)
Incorporation of market research in the new business plan
The analysis of the market has been made in the earlier times to collect the
information about the market and the demands of the customers. This can help the
new business to plan its advertising and marketing methods to develop a competitive
advantage. Moreover, the industrial data has been collected that will help the new
business to target the specific customers, like health-conscious people, athletes. The
operational plan regarding the organic milkshakes will be developed from the market
research to develop its operations in the current market.
Services and Products
The bar will prepare and provide a fresh, organic, juicy and synthetic mixture
of various types of milkshake to the people. The milkshakes will come in different
flavours, like vibrant blue, Olam cocoa, mint, turmeric, beet. The products will be
manufactured with the help of machinery by blending the different raw materials with
the unique flavours. The flavours will be prepared in an interesting and innovating
manner to improve the satisfaction of the people and add value to its offerings. Milko
Organics Bar will also prepare a 2 flavoured strategy. The basic idea will be to blend
the two different flavours to create customization of the flavours. A nutrition chart
will also be provided for each flavour of blended flavours. The people will have the
advantage to compare the flavours based on nutrition content. The supplementary
services that will be provided include counselling regarding customized service to the
people.
Competition
Importance of competitive analysis to support the new business
Competitive analysis is extremely important for moulding accurate strategies.

The strategic approach should ensure that Milko is able to create a positive and
differentiated perception exponentially enhancing the brand value of the business. A
focussed differentiation strategic approach to develop mocktails that will be adopted
by the company to increase rapid increase in different market shares.
Milko Organic Frozen Treats Denny’s Keventers
Strengths  Organic  Huge  Improved  Strong
milkshakes variety of leadership promotio
 Unique milkshak  Strong nal
Flavours such es advertisin technique
as beet,  Robust g. s
cocoa, vibrant branding  Omni-  Large
blue, olam , channel market
mint and awareness share
carrot program.  High
 Differentiation brand
strategy value
including
design of
organic
mocktails
 Sustainable
sourcing from
farmers using
biological
methods for
cultivation
Weaknesses  Brand  There are  Lack of  Lack of

presence is no organic various
weak organic items. vegan
 Need strong products  Innovative options
management machinery  No
and absent organic
leadership sourcing
of
materials
Competitive pressures and scenarios of Milko
Milko Organic is set to face moderate competition from various milkshake

producers such as Denny’s, Keventers and Frozen Treats. The unique selling
proposition lies in it’s near to 100% organic sourcing and natural ingredients being
used for its preparations. The vital strength of the company lies in the synthesising of
various unique flavours including like beet, olam, cocoa, turmeric and vibrant blue.
The company will use products which are being organically cultivated emphasising
the core values of food being sustained. Frozen Treats has a strong branding identity
which can make it difficult for Milko to create a mark in the conscious choices of
customers. Improved programs and awareness campaigns customised to the needs of
customers is the strongest point of Denny’s. Keventers enjoys a strong brand
recognition and promotional base (Wang et al., 2019). Milko thus faces resilient
challenges in the aspect of differentiating and establishing a strong brand value in the
market. The competition demands aggressive push promotional strategies by Milko to
gain visibility among the target segments of the company. The concept of health,
nutrition and authentic ingredients being deployed by Milko Organic can aid in
carving a differentiated image. However, competing can be difficult in online
channels and digital platforms since specific knowledge is essential for garnering the
high volumes of traffic. Hence, Milko will have to make use of digital tools and
critical domain-specific knowledge to gain an online presence. The online presence
will inspire customers to check the physical stores.
Positioning
Positioning in the company should be unique to discern itself from the

competitive options available in the market. Milko Organic will position itself as a
company genuinely caring about the health and well-being of the society (Konuk,
2019). A moderate to high perception at comparatively lower prices should be used to
lure the attention of customers. The company should take note that customers
genuinely appreciate the value being endowed through the products.
Sales and Marketing
Market Segmentation and justification for best-fit market segmentation
Behavioural Segmentation Behavioural segmentation helps to focus

on the different acts of the customers
(Eggart et al. 2018). The new business
will help to account for the brand
interaction and the expenses of the
customers. The organic milkshake bar
business will help to develop the strategy
of promotion and advertisement to
increase the interaction of the brand with
the customers.
Demographic Segmentation The demographic segmentation helps to
segment the market on the basis of age,
income, education. The demographic
segmentation relating to the new
company will be based on the income of
the customers and location. The new
business will choose the urban region of
Calgary where there is a high demand for
organic foods and where the people are
conscious of their diets. The business will
target both the upper and lower-middle-
class people on the basis of the demands.

Geographic Segmentation The geographic segmentation helps to
involve the segmentation of the audience
depending on the region where they work
or live. Milko Organics business will
develop its operations in the urban city of
Calgary that will help to suffice the
demands of the people. It is due to the
fact that the urban region helps to
comprise of more people. Thus the new
business can identify the increased
interests and demands of the people to
serve them.
Psychological Segmentation Psychological Segmentation helps to
involve the groups of people who are
formed as per the psychological traits to
influence the consumption habits from
the people’s preferences and lifestyles
(Joshi & Rahman, 2019). The
psychological segmentation for the new
business will depend on the interests and
values of the customers. Milko Organics
will target the health-conscious
customers, women, athletes, children.
The value of the business will lie in the
provision of unique flavours and fry fruits
in the milkshakes.
Considering the services and products of the new business, the psychological
segmentation will be the best fit. The business will utilize this particular segmentation
to understand the interest and deliver the value to the customers. The value will be the
provision of the unique-flavoured milkshakes, the technology-based robotics
machinery to prepare the shakes. The interests of the health-conscious people and the
athletes will be revolved around the consumption of the vegan foods, organic drinks.
The new business will serve these interests of the customers through the enrichment
of the nutrients and the maintenance of the calorie.
Psychological
Segmentation
Market
Demographic Behavioural
Segmentation
Segmentation Segmentation
Modes
Geographic
Segmentation
Figure: Market Segmentation Modes

Efforts of branding
The efforts of branding of the new business will include the printing of
advertisements in the newspapers, content marketing, development of the application,
distribution of brochures. This will help the service and products of the business to get
confined in the eye of the public. The new business will create a content on YouTube
based on the characteristics, preparation, importance, prices of the unique-flavoured
organic milkshakes. A video will be there in the content based on the collection of
raw materials from the organic farm and preparation of the shakes. The tech-savvy
people will come to know about the products through content marketing. Milko
Organics will also create an application, Health Organo, that will help the customers
to provide the orders regarding delivery. The advertisements in the newspapers will
contain the logo, YouTube link and the description of the application. Further, the
business will create a green campaign every month regarding the development of
sustainability-based products.
The business will develop a website milkoorganics.com that will contain the
overall information of the business. The new business will create the efforts of
branding in the current pandemic situation through the development of a virtual
reality campaign. This campaign will help the interested customers to create a tour of
the overall process of the preparation of the milkshakes at the comfort of their homes.
Such a campaign will be applicable to those customers who want to purchase the
products online. The branding efforts of the business will also include the distribution
of the pamphlets with the newspapers in the houses. The pamphlets will also be
distributed from the medicine outlets and cafeterias.
Role of internet and social media in the branding effort
YouTube will be an important platform of social media that will help in the
development of the strategy of marketing of the new business. The content marketing
through YouTube will help to increase the traffic and will also serve as a part of the
strategy of Search Engine Optimization. Hence the social media will help the new
business to be innovative, besides improving the social skills of the customers. The
use of social media will help to deal with and interact with the customers on a
personal level (Li, Larimo & Leonidou, 2021). Thus the customers can help to solve
their queries regarding the orders, features, prices of the organic shakes. Ultimately,
the new brand will be approachable, responsive, accessible as per the views of the
customers.
Internet will play an important role regarding the effort of branding. This will
help in the alignment of the approaches of decision-making with the customers
(Mathews et al., 2019). Milko Organics will use the internet in terms of the
development of its website. This will help in the increased connection and bonding
with the customers. More prospects of the business will get developed with the help
of the low-cost personalized communication. This will help in the widening of the
target market that will help in the opening of the varied network of distributors in the
other countries.
Pricing and Distribution
The offerings at the organic milkshake bar will be moderately priced that will
be affordable to the target groups. Each milkshake flavour will be priced between (4-
6)
Cad and the blended flavour will be of the range between (7-8) Cad. The strategy of
distribution will include the direct sale to the customers that will help to involve only
the manufacturers and the consumers. The strategy of pricing of the new business will
fit in synchronization with the competitors. The price war can be won by the business
through the offering of the healthier items along with nutrition charts in all the aspects
as compared to the competitors. Thus Milko Organics will price their milkshake
flavours much lower than the competitors so that the business can capitalize on the
customers to select these organic milkshakes over its competitors.
Target Customers
The target customers of the company can help to include the parent and kid
customers, new and potential customers, savvy organic customers, health-minded
customers, sustainable customers. The parent and the kid customers will include the
children and their parents. The kids are the fan of the milkshakes and the parents have
the desire to purchase the organic products. The potential and the new customers will
involve the customers who will be the first to consume organic products. An organic
buying guide will be provided to the new customers to help them to know about the
benefits of consumption of the organic milkshakes. The savvy organic customers will
be the athletes as they perceive Milko Organics to be a more truthful organic brand.
The health-minded customers will be the health-conscious customers who will seek to
achieve nutritional information of the organic milkshakes from the nutritionist. The
sustainable customers will perceive organic milkshakes as the eco-friendly items.
Suppliers
The suppliers of the raw materials of the organic milkshakes will be the
organic farms of Calgary. They will help to deliver and supply the organic options of
raw materials to the business that will be both sustainably sourced and healthy (Asian,
Hafezalkotob & John, 2019). The organic farms will keep their client happy through
the provision of the food service facilities and the raw materials. This will help to
develop the smooth operations of the activities of the new business. The organic
options will also be provided by the organic farms as a part of the foodservice
delivery programs. They will work with vendors who will be committed to the
sustainable practices of business regarding the growth of the highest quality organic
raw materials and other speciality organic products.
Customer Service Policy and Warranties
All the organic milkshake products will have a 1-year warranty against
discolouration, shifting or opening of seals related to the consumption by the
customers. For the online customers, the items can be preserved in the refrigerators.
The products will have to be consumed within 24 hours after the opening of the
packaged seal. Milko Organics will introduce an online and telephone service line
from 6 am-11 pm EST, with experts on-hand to answer questions about delivery,
product availability from clients in markets across the country. The online service
may get extended to 24-hour service. The new business can earn a good reputation for
estimating time for the preparation, order taking and delivery. For the online
customers, the new business will deliver the orders within a distance of four
kilometres in the time range of two hours guaranteed delivery. The delays will get
backed by a 5% money-back guarantee, with the option to cancel orders at no cost.
Marketing plan implementation timeline
Efforts Week Week Week Week Week Week Week Week

1 2 3 4 5 6 7 8
Banner
Adds
preparation
Webs Add
creation
Newspaper
Ads
developmen
t
Website
developmen
t
Mobile
application
developmen
t
Content
marketing
developmen
t
Surveys of
the
customers
Sales
related
Campaign
Financial Plan
Cash and capital need analysis of the financial year 2021-2022
The working capital is being identified as the cash that helps in the
determination of the operating costs of the business (Altaf & Ahmad, 2019). This
capital and cash will be available by the business in terms of the development of pitch
report to the investors. Besides, the loan will be available from the bank by the new
business. The estimated start-up costs for Milko Organics will be Can $100000. The
needs of cash and capital for the business will help to create the projections depending
on the needs of capital by the firm, like pieces of equipment, land.
Pro forma balance sheet for the financial year 2021-2022
2021-
Assets 2022(C
an $)
Current Assets
Cash obtained from sales 25,000
Accounts receivable 25,000
Total current assets 50000
Fixed (Long-Term) Assets
Delivery Vans 9500
Pieces of machinery 2400
Total fixed assets 11900
Overall Total Assets 61900
Liabilities and Owner's Equity

Current Liabilities
Rent to be given 1500
Applicable Bank Charges 100
Tax to be payable 14160
Salaries, wages 55000
Normal Expenses and costs 6500
Total current liabilities 77260
Owner's Equity
Investment of the owners 1000
Total equity concerning the
1000
owner
Total Liabilities 78260
Thus the new business will have a deficiency in the assets that will be depicted in the
financial statements.
Pro forma cash flow statement for the financial year 2021-2022
CASHFLOW
FORECAST DETAILS
2021-
2022(Can
Year $)n $)
CASH INFLOWS
CALCULATED
Cash generated from
Revenue 25,000
Employed Capital
expense 10,000
TOTAL CASH
INFLOW 35,000
CASH OUTFLOWS
Payments concerning
materials 15,000
Operating expense
Wages, salaries 55000
Normal expenses 6500
Interest and bank
charges applicable 100
Corporation Tax
payment 14160
TOTAL CASH 92260
OUTFLOWS
NET CASHFLOW
VALUE 5720
Pro forma income

PROFIT AND LOSS
statement for the financial
STATEMENT PREDICTION
year 2021- 2022
2021-
2022(
Can
Year $)
Revenue or Sales generated 25,000
Cost of sold goods produced 15,000
Gross profit value 10,000
Available Gross Margin 20,754

Expenses
Wages, salaries 55000
Normal expenses or costs 6500
Costs of administration 3500
Sales, Marketing expenses 2500
Vans 9500
Types of Machinery 2400
Repairs cost, Maintenance cost 4500
Website Development, technology-
based costs 1250
Total overheads value 80,800
Profit before tax (PBT) 70,800
Tax @ 20% 14160
Profit after tax (PAT) value 56640
Analysis of the figures from the estimated financial statements
The figures that have been obtained from the pro forma statements of finance
have been derived from the analysis of the financial statements of the different
milkshake companies of Canada for the past years. The estimated profit after tax that
has been calculated from the projections of revenue tends to increase in the future
years. The start-up costs have been estimated to develop the figures (Darnihamedani
et al., 2018). The company will have to decrease its liabilities through the
restructuring of the assets and the raising of more capital. The new business will have
to decrease the cash outflows through the avoidance of the excess inventory. All the
predicted figures tend to be accurate as they are set up after the thorough market
research and the development of the hypothetical scenarios.
Business Control Plan
The Opportunities for strategic growth in the company
The opportunities for ensuring robust growth in the company will include the
following:
 Employees acquiring new skills to enhance the business
 Collaborating with sundry businesses manufacturing organic food to share
ideas
 Using inbound marketing for e-commerce opportunities
 Opportunities for financing
The employees of Milko should acquire new skills to improve the opportunity
of the business regarding production of milkshakes. New skills pertaining to
processing of milk components assuring their safety should be acquired. There can be
collaborations with other food companies creating organic food items for the dynamic
sharing and exchange of ideas. The concept of inbound marketing will allow the
company to develop a content strategy on YouTube underlining the various factors
being used by it to ascertain the authenticity of the milkshake. The financing
opportunities will explore the financial viability of the products being used by the
company (Nagaraj, 2021). There are several strategies for growth that the company
can undertake pertaining to the four quadrants of Ansoff Matrix. Milko will adapt the
market penetration strategy. Promotions and loyalty schemes will be offered by the
company to acquire market shares in the industry. The flavours of the product will be
used for capturing a wide range of customers.
Figure 1: Ansoff Matrix

(Source: Nagaraj, 2021)
Challenges to be faced to tap opportunities
There are certain challenges which Milko can face including:

New Skill Learning: Extensive training programs will be needed which will
increase the costs and induce strain among employees
Networking: Intimate collaboration with new organic food businesses can
reveal the trade secrets and formulas being used by Milko to develop high quality
products.
Inbound marketing: The dearth of well developed strategies can lead to
decrease in leads in the physical stores of the business affecting sales
Finances: Lack of capital and finances can diminish the position of the
company and impact its profit margins
Figure 2: Organic Food Consumption in Canada

(Source: Konuk, 2019)
Points of costs overruns in the business
Errors of design: Business plan design lays the foundation for everything.
There can be errors in ineffective calculations of the variable factors in the business.
There can be inadequate representation of potential risks
Inadequate resource planning: Another source of costs escalating in the
business is the failure to plan, map and interconnect the various resources possessed
within the company. The planning of resources includes, capital, equipments, human
skills, and technology and supplier network imminent for the growth of a business.
Inadequate real-time information can cause the company to experience severe
setbacks in the industry.
Unplanned change in scope: The change in scope can severely affect the
course of the business. The estimates, quality, schedules and innovative flavours have
been designed keeping in mind the scope of a business. During the phase of growing a
sudden change in scope can upset the operations of the company (Nagaraj, 2021).
There will be significant cost overruns owing to the resource hours lost and the
change in the infrastructure necessary for production.
Strategies for restricting escalations of costs
Effective planning for resources: The planning, scheduling and interactions

of resources can be done by utilising software for resource management. Such
softwares can create simulated environments from collection of past data. Cross-
functional capabilities possessed by the human resources can be identified through the
application of the software.
Use of proper design tools: An effective tool will have to be used by the
company in the nomenclature of Wise Business Plan that can aid in the designing of
proper variables.
Creating the processes for change control: A change control framework aids
in the management and control, regarding the business process. The company will
have to create and approve changes needed in the business through this process to
minimise disruptions (Nagaraj, 2021). Processes will be reviewed to avoid any
changes in scope at the later stage.
Strategic Challenges and Strengths
The challenges will encompass:

Using technology- The technologies and machines being applied for processing can
be easily replicated that can stunt the competitive advantage of the company.
Weak branding – Ineffectual branding will make customers wary of consuming the
drink and mocktails despite the value being offered in terms of nutrition
Political factors- Sudden political disruptions can create a chaos in the business.
There can be new taxes which can affect revenues being earned.
Economic factors- There can be price-sensitivity of customers triggered by pandemic
situation
The advantages to be accrued consist of the following
 Skilled employees owing to training received
 Better co-ordination among the staffs
 Greater collaboration among employees
 Increase in the focus
Cost Control- Checklist
Control objective: To ensure the processes are being followed before the plan cost estimate approved by the
Director.
Prepared by Checked by Date
Business Plan: Project number

Estimate type: Strategic  Proposal  Business plan  Preliminary design  Detail Design 
Tender
A. Estimating rule of business: business scope Y/N Comments
1. Is the estimate based on appropriate scoping for the stage of development?
B. Estimating rule of business: estimate preparation Y/N Comments
1. Has the proper estimating method been used for the project type? A
2. Has it been approved by the Manager?
C. Estimating rule of business: pricing Y/N Comments
1. Is the price appropriate for customers?
D. Estimating rule of business : risk Y/N Comments
1. Does risk assessment technique cover all risks?
E. Estimating rule of business: contingency Y/N Comments
1. Have the financial allowances allotted against risks and their solutions will address the
contingency factors?
F. Estimating rule of business: review and approvals Y/N Comments
1. Has a proper reality check been executed based on feedbacks?
G. Estimating rule of business: cost planning Y/N Comments
1. Has the Cost Management Process been matched against the projected financial
performance?
 Satisfactory
 Unsatisfactory
 Approved  Not approved
Signature Date
Operations Plan
Personnel Plan
Milko Organics bar business will be operated by different managers and staffs.
There will be a bar manager, operations manager, accountant, staffs. The main and
important tasks of the operations manager will be regulating the activities of the
staffs, besides monitoring their performance. The staffs will help to serve the
customers in the bar, besides helping in taking the orders and doing the delivery. The
HR of the business will help in recruiting and training the staffs. Each staff will be
entitled to identify their job roles from the HR in the job processes. They will also
receive the necessary description of the jobs from their seniors. The HR manager will
help in the analysis of the job that will help in the collection of data from the
employees about the overall functioning of the business (Erdogan et al., 2020). The
tasks that will be provided to the employees will require the important competencies,
like communication, teamwork and fulfilling the responsibilities.
HR
Manager
Employees, Operations
Staffs Manager
Personnel
s
Bar
Accounts
Manager
Figure: Personnels
Technology and processes
The new business will prepare organic milkshakes of unique flavours. The raw
materials, like beet, turmeric, herbs, mints, dried fruits will be grown organically in
the farms from where the business will fetch the necessary supplies. Organically
certified milk will be collected by the business. The milkshakes will be prepared with
the different organic raw materials and infused with the dried fruits, like cashews,
apricots, almonds, Zia seeds. This will make the milkshakes to develop a blend of
high protein and vitamin-enriched food. The business will develop the AI-reliable
shakers that will help to improve the speed of preparing the shakes. The mobile
application that will be developed by the business will be helpful to grab the rewards
of loyalty for the potential customers. A smoothie robot will be used to prepare the
shakes to help in the perfect mixture and blending. The company will abide by the
food and beverage levels and will receive an organic certification of the business.
At first, before the process of condensation, the skimmed organic milk will be
directed to the direct steam treatment, followed by subsequent cooling with the help
of a self-evaporator. At the same time, the dried fruits, organic raw materials will be
blended in a container with the help of machine automated mixing (Karnopp et al.,
2017). After that, the overall mixture will get condensed for half an hour through a
two-stage process of homogenization. During the same time, an extract of oil
containing carotenoids and tocopherols will be added to the mixture to give it a thick
and viscous shape. Finally, the cold and hot shakes will be prepared and the customers
will feel the taste of uniqueness enriched with proteins, vitamins, minerals.
Location in the market to be served
Calgary is an urban place in Canada that is being identified as a planned city.

The new enterprise will launch the operations in this location with its unique products
and services. Calgary is being regarded as a city of opportunity that tends to attract a
variety of people across the world to make a living and life. The globally connected
and well-educated workforce are considered to be the most important assets of the
country. The expenses regarding the digital transformation in the market of Calgary is
predicted to improve by 20% between the years 2019 and 2022 (Organic Alberta,
2021). All these factors can help the new business to recruit the highly qualified
workers from the market of Calgary. This will help to bring innovation and
technology in the preparation of organic milkshakes. The organic food market in
Canada is presently at Can $5 billion and the number of organically certified milk
manufacturers in Canada has got increased for the past few years. The post-pandemic
economy of the city of Calgary is expected to make a 6.9% expansion in 2021
according to the Conference Board of Canada. This can prove to be beneficial for the
business to increase the rate of attraction of the customers. This will ultimately help in
the increase of the flow of cash in the economy of Canada.
Figure: Canada Organic Market

Source: Globalorganictrade (2021)
Key Assets and IP
Milko Organics business will buy the stakes of a reputed organic milkshake
company from Sweden. Thus the new business will help to pick up the Intellectual
property of the Swedish company and some of its assets during the period of growth
for a particular amount. The sensor-equipped blending technology of the business lies
in the shaker. This will help the staffs to make the better use of the blending
technology. This will help in the improvement of the flavour and taste of the shakes.
The IP and the assets will be acquired by the new firm due to the significant potential
and value in their blending and preparing of shakes from the organic products. The
assets of the business from the beginning will include the types of machinery,
furniture, land, building, employees. Milko Organics will also be protected by IP that
will include the functioning and knows how, reputation, branding and standards,
expressive works.
Quality Control
Quality Control is being identified as the process in which a business helps to

ensure that the quality of the product is improved or maintained (Daniel et al., 2018).
The regulations will include organic certification under Conformity Verification

Bodies and Certification Bodies. This certification will help to focus on the organic
methods of production of raw materials on the protection of the environmental
components. This will help in the maintaining and development of the quality of
organic farming, besides improving the taste and flavour of the milkshakes. The new
business will adopt the total quality management through which it will help in the
removal of the wastes in an organic manner.
The consultant will perform a review of Quality Control on all technical

documents and other deliverables such as letters, reports, plan sets, and calculations.
The important Quality Control activity that will be undertaken by the business during
the development of the actual Quality Control procedures include Kick-off Meeting.
At the commencement of the project, the Business Plan Manager will conduct a Kick-
off Meeting with the Consultant and Quality Control team for the new business plan.
At this meeting, the Business Plan Manager will explain the process of Quality
Control, besides discussing the objectives of product quality and the roles of the team
members in Quality Control. The manager will distribute a copy that will contain the
scope of services for the overall plan along with the schedule of the implementation of
the plan. The manager will prepare and distribute meeting notes to all attendees (Li et
al., 2018).
Pieces of equipment
The equipment will involve the creative milkshake machinery that will be
assisted by a smoothie robot. The water efficiency system will help to comprise of the
reuse system through the installation of a low-flow faucet in the kitchen. The energy
star qualified ice makers and steamers will be used. The recycled compost equipment
will be there to recycle the wastes to be used in future. The environmental-friendly
cleaner will be used to clean the bar. The corn-based plastics will be used to deliver
the customers the milkshakes to their homes.
Environmental Compliance
A combination of the certified ingredients, along with the sourcing and

promoting organic and local produce will help to maximize the sustainable nature of
the milkshake flavours. The Fairtrade practices will help to develop the standards that
contain the requirements for the management principles of the environment. The new
business will follow organic agriculture practices in collaboration with the organic
farms in compliance with the regulations of the EU. Canada Organic will be the
desired ecolabel index that will be developed in environmental compliance with the
company. Canada Organic will be permitted to use on the food products to meet the
revised Canadian standard for organic production (Certified Organic 2021).
People
Human resource needs
The overall job in the bar will be performed by the staffs who will be assigned
by the HR manager. The employees will search for the opportunities of the job on the
websites of the new business, platforms of social media, like YouTube and Facebook,
newspapers. Twenty staffs will be employed at first to help in the service and delivery
to the customers. There will be an operations manager, an HR manager, a bar
manager. The needs of human resource will lie in the evaluation of the performance
of the employees with the help of psychological appraisals. The position of the HR
professional will align with the business values and vision as a solid base for the
strategy (Olson et al., 2018). This will help to ensure the motivation of the staffs who
will seek for innovation and development regarding the organic milkshakes. Thus the
key human resource needs will lie in the effective planning of the resources that will
help to properly structure and process the operational efficiency and problem-solving.
Organizational Structure
The organizational structure of the new business will be a flat organizational

structure. The employees will help to report directly to the bar manager regarding any
issue or problem. The key personnel will help to include staffs, managers and
operators. The recruitment and selection of the staffs will have occurred with the help
of the methods of screening and online interviews based on their competence and
domain knowledge. A two-day program on training will be organized by the HR for
the employees to improve their knowledge and skills about the importance and
preparation of the shakes. The purview of the HR manager will extend to provide
supervision to the internally operated employees and employee safety program. There
will be an administrative supporter who will provide administrative, accounting,
budget purchasing support to the HR manager. The CEO of the company will be
responsible for the overall management of all the important aspects of the function of
human resource.
The HR manager will also be responsible for the functions of operations of the
department (Cvenkel, 2018). He will also conduct an investigation that will involve
violations in policy and other harassments. The operations manager will help to
convey the information to the HR regarding the legal actions, like the EEO
complaints. The role of the customer service will lie in the handling of the issues,
problems, justifications of the customers. Both online and offline customer service
desks will be available to fulfil the queries from the customers.
Figure: Organizational Structure

Description of the advisory team
Evan Harris, Principal of IT Consultant, Tech Web services: She will oversee
monitoring, maintenance of online systems. She has got 25 years of experience and is
largely certified in internet security. Harris will work on-site one day weekly and
remotely for two days.
Rafael Taylor, Marketing and Distribution Specialist, M.B.A.: He has got
more than 18 years of experience in the sector. Taylor has completed a graduate
certificate in marketing and sales strategy to make better use of and develop advice on
both online and offline sales. He is a specialist regarding the integration of marketing,
production and distribution systems. He can advise Milko Organics on those issues.
Description of the management team
There will be one HR manager, one operation manager, one bar manager.
Twenty employees will be employed at first to help in the service to the customers.
This management team will serve as the backbone of the bar to help in the efficient
operations of the company. An accountant will be there to take care of the cash and
balances, besides helping in the development of the expenses sheet for the financial
team. The financial team will be responsible to help in the development of the
estimated statements of finance. The HR manager will recruit the staffs on the basis of
their competence and skills.
Key employees
There will include twenty non-managerial employees who will be integral to

the business. The employees will work as a team to help in the smooth running of the
business operations. The names, responsibilities and qualifications of the four key
employees are given below
Name Responsibility Qualification
A. Jackson Submit the invoice to the B.Com, M.com
payers and customers
B. Liam In charge of service Hotel management degree
Z. Jacob Deliver the shakes 12th qualified
M. Oliver Look into the delivery of 4 years of employee
raw materials experience in stocks.
Action Plan
Project Objectives
An action plan is a simple tool where one can set goals for the business and
note down actions that one will need to take in the business to achieve these goals
(Moccia, Zhao & Flanagan, 2019). The objectives of the project will be to help in the
development of the improved sales of the business by targeting a large number of
customers. Besides, the company will target to expand in the foreign countries to
improve the productivity of the business operations. The company aims to achieve the
vision and mission and for this, they will prepare an action plan to help in the
assessment of the risks and challenges.
Action Plan
Timeline Description
The annual profit of CAD$

Where the business will be now? 200,000, 20 staffs and minimum
vacancies to be filled
All staff will be trained in

Where the business will be in six
customer service and profitability
months’ time?
improving
The annual profit of $ 300,000, 50

Where the business will be in 12
staffs, no vacancies, customer
months’ time?
service culture
Where the business will be in In the top 25% of market share for
three years’ time? the industry
Timing –
Strategy Action plan (how) Person responsible
Completion Date
Customer Service
Training June 2021 HR Manager
training for all staff
Identify the skill set

required for
additional staff and
Recruitment
commission March 2021 HR Manager
plan
recruitment agency
to assist with
employment
Initially February
2021 and then
Improve
Update website and ongoing
customer Operations Manager
keep current tracks
services
Meet with the top

40% of customers
Customer Bar
and identify ways November 2021
Manager
to increase sales per
Increase sales customer
Develop product
and services February 2021 Bar Manager
brochure
Improve cash Introduce easy

flow to reduce payment options for October 2021 Finance Manager
costs customers
Increase Identify regional

customer base selling events and
March 2021 Sales Manager
book where
relevant
Review competitor July 2021 Sales Manager

offer and target
weakness in their
offer
Risk Assessment
Types of risks Impact(1-5) Likelihood(1- Overall Risk Mitigation

5)
Political risks 3 3 9 Maintenance
of rules,
regulations and
guidelines
Technology 4 4 16 Development
risks of
technological
and support
tools
Marketing 4 4 16 Effective use
risks of promotional
tools via SEO.
Economical 4 5 20 Maximum
risks reach to the
customers
through market
research to
improve sales
Financial risk 3 2 6 Development
of the proper
system of
budgeting
Business Plan Implementation

Week Week Week Week Week Week Week Week Week

1 2 3 4 5 6 7 8 9
Business
plan and
idea
generation
Target
market
identificati
on
Competitiv
e analysis
Sales and
marketing,
advertising
Operations
plan
Selection
of
employees
and staffs
Action
plan
developme
nt
Risk
assessment
developme
nt
Conclusion
The overall new business idea has been based on the development of an organic
milkshake bar, Milko Organics. The company will be located in Calgary in Canada
that can provide the opportunity to the business to improve sales through the
provision of health and nutrient benefits to the people. The increasing value of the
organic food market in Canada can help the business to improve the sales in future.
The organizational structure will be functional at the start and the business can
improve strategic focus through developing innovation and technology. The new
business will develop its advertisement plan with the help of content marketing on
YouTube. The new business is confident that it can achieve its financial projections
through the improved generation of revenue. The business can have the potential to
become a highly regarded resource in the regional and local markets. The company
thus will be able to develop a reputable bar through the development of business
infrastructure.
Reference List
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Asian, S., Hafezalkotob, A., & John, J. J. (2019). Sharing economy in organic food
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https://www.organiccouncil.ca/organics/organic certification/#:~:text=Canada's
%20Organic%20Products%20Regulations%20legally,use%20the%20Canada
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%20organic%20food%20production%20systems.
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Running head: BUSINESS PLAN

BUSI 4046/4053 Final Business Plan 11/11(21W-C-BC-11A)

A business plan is being identified as a written formal document that helps to

The proposed idea of business

Identification of new idea

The creative process regarding idea generation

The technique of generation of the idea is being regarded as a creative process

Figure: Creative process of new idea generation

The uniqueness regarding the new business

Vision, Mission, Values

Vision: To be a vehicle of consciousness in the global organic market through

Identification of key stakeholders of the business

The stakeholders have received an increased interest in business owing to the

There will be e-commerce opportunities through online education about the

Differences between ideas and actual opportunities

An assessment of opportunities is the procedure of market research needed for

Pros and cons of the legal formats of a business

The preferred legal formats for the business

Scalable organisational design

A scalable business model needs to be applied by the company to manage the

Importance relating to market research

Market analysis regarding new business in the context of its industry

Figure: Canadian Dairy Trade Balance

Incorporation of market research in the new business plan

Services and Products

Importance of competitive analysis to support the new business

Competitive analysis is extremely important for moulding accurate strategies.

Weaknesses  Brand  There are  Lack of  Lack of

Competitive pressures and scenarios of Milko

Milko Organic is set to face moderate competition from various milkshake

Positioning in the company should be unique to discern itself from the

Sales and Marketing

Market Segmentation and justification for best-fit market segmentation

Behavioural Segmentation Behavioural segmentation helps to focus

class people on the basis of the demands.

Figure: Market Segmentation Modes

Role of internet and social media in the branding effort

Pricing and Distribution

Customer Service Policy and Warranties

Marketing plan implementation timeline

Efforts Week Week Week Week Week Week Week Week

Cash and capital need analysis of the financial year 2021-2022

Pro forma balance sheet for the financial year 2021-2022

Liabilities and Owner's Equity

Pro forma income

Revenue or Sales generated 25,000

Cost of sold goods produced 15,000

Gross profit value 10,000

Available Gross Margin 20,754

Analysis of the figures from the estimated financial statements

Business Control Plan

The Opportunities for strategic growth in the company

Figure 1: Ansoff Matrix

Challenges to be faced to tap opportunities

There are certain challenges which Milko can face including:

Figure 2: Organic Food Consumption in Canada

Points of costs overruns in the business

Strategies for restricting escalations of costs

Effective planning for resources: The planning, scheduling and interactions

Strategic Challenges and Strengths

The challenges will encompass:

Cost Control- Checklist

Prepared by Checked by Date

Business Plan: Project number