TABLE OF CONTENT

Chapte
r

Particular

Page no.

The business

1.1

Gap

1.2

Mission statement

Management team

2.1

Management team

2.2

11

Partnership deed
Company structure, ownership and
intellectual property rights

3.1

Organizational structure

15

3.2

Roles & responsibilities

16

3.3

Business model

18

3.4

Intellectual property rights

19

3.5

Laws

22

3.6

Project scoping

24

3.7

Wbs

25

3.8

Gantt

27

Industry analysis

28

4.1

Industry analysis

28

4.2

Current status and emerging trends

29

4.3

P.e.s.t. analysis

31

4.4

Business landscaping

39

Consumer profiling

42

5.1

Demographics

42

5.2

Dilo

47

5.3

Segmentation

49

Marketing plan

50

6.1

Product d.n.a.

50

6.2.1

Trend analysis

53

6.2.2

Mood board

55

6.2.3

Theme board

56

6.2.4

Color & product board

57

6.3

Competitor analysis

58

15

6.3.1

Demand forecasting

59

6.3.2

Merchandise budget

69

6.3.3

Range plan

70

6.4

Supply chain

74

6.4.1

Process view

74

6.4.2

Type of production

79

6.4.3

Supply chain strategy

81

6.4.4

Supply chain management

82

6.5

Pricing

85

6.6

Location

87

6.6.1

Store operations

94

6.6.2

Queueing analysis

95

6.6.3

Cash memo

96

6.6.4

Ethical issues

97

6.7

Visual merchandising

98

6.8.1

Branding elements

99

6.8.2

Brand switching

100

6.8.3

Promotions

102

Financial planning

107

7.1

Summary sheet of financials

107

7.2

Roll out plan

110

7.3

Sales revenue

110

7.4

Average selling price and cost of good solds

111

7.5

Physical resources

112

7.6

Hunam resources

114

7.7

Initial investment

115

7.8

Overheads

115

7.9

Depriciation

116

7.10

Income statement

118

7.11

Operating cash flow

121

7.12

Balance sheet

122

7.13

Break even point

122

7.14

Ratios

123

Bibliography

Annexure: 5 qs

VIII
2

Questionnaire

RESEARCH METHODOLOGY
Research
objective

Research
Design

To launch
a new
barnd of
Organic
Food
Truck

explorator
y

Data
collecti
on
method
Primar
y and
Second
ary

Analytic
al Tool

Sample
Size

Queing
Decomp
osition
Trend
forecasti
ng
Brand
Switchin
g

100
Respon
-dants

Sam
ple
fram
e
Targ
et
cust
omer
of
2560
year
s

Sampl
e Unit
Delhi
NCR

BIBLIOGRAPHY

Adarsh, VS, 26 September 2013, articles.economictimes.indiatimes.com,

Online groceries vie for bigger share in organic food market, Available at:
http://articles.economictimes.indiatimes.com/2013-0926/news/42427055_1_crore-organic-products-ascent-capital, 12 October
2014

Bhalla, Swati and Anurag, S. (2010), Visual merchandising, Tata Mc Graw

Hill Education Pvt. Ltd., New Delhi

Bhosale, J, 13 March 2014, Economic Times, Why organic farming is gaining

ground in India, Available at:
http://articles.economictimes.indiatimes.com/2014-0313/news/48189580_1_organic-farming-ecocert-organic-food, 25 November
2014

Business Standard, 30 September 2014, Gurgaon has most health-conscious

people: Survey Available at: http://www.businessstandard.com/article/news-ians/gurgaon-has-most-health-consciouspeople-survey-114093000917_1.html, 20 October 2014

CleanBiz.Asia, 28 January 2014, Indias environment worst among large

developing nations Available at: http://www.cleanbiz.asia/news/indiasenvironment-worst-among-large-developing-nations#.VGcuT_mUf8Y, 26
October 2014

Chait, J, Organic.about.com, The Different Types of Organic Consumers

Available at: http://organic.about.com/od/OrganicConsumerRelations/tp/TheDifferent-Types-Of-Organic-Consumers.htm, 24 November 2014

Diamond Jay, Pintel Gerald (2008), Retail Buying, Eighth Edition,Pearson

Education

David I. C. & Roland, G. (2006). Global project management handbook.2nd

Edition. Delhi, McGraw Hill

European Business and Technology center, 17 July 2014, India Budget

Highlights 2014-2015: Environment Available at:
http://ebtc.eu/index.php/communication/ebtc-news/197-environmentnews/386-india-budget-highlights-2014-2015-environment, 24 October
2014

Fernie, J. (2006), Logistics and Retail Management, London, Kogan Page

Goldratt E.M. (2007). Critical Chain. 2nd Edition. Chennai, Productivity and
Quality Publishing Private Limited.

Hose, C, Top Ten Promotional Strategies, Demand Media, Available at:

http://smallbusiness.chron.com/top-ten-promotional-strategies10193.html, 05 November 2014

Kapoor, R, 19 August 2012, Business line, Organic farming is here to stay,

Available at: http://www.thehindubusinessline.com/industry-andeconomy/agri-biz/organic-farming-is-here-to-stay/article3795904.ece, 12
October 2014

Pradhan. Swapna, (2010), Retail Merchandising, Tata McGraw Hill, New

Delhi

Pegler, Martin M., (2006), Visual merchandising and display, Fairchild

Publications, New York

Rabolt, Nancy J. and Miler, Judy K. (2009), Concept and cases retail and
merchandise management, Fairchild Books, New York

Sally, M, Increase in consumption of organic food products: ASSOCHAM

survey, Available at: https://www.google.co.in/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uact=8&ved=0CCsQF
jAD&url=http%3A%2F%2Farticles.economictimes.indiatimes.com%2F201305-23%2Fnews%2F39475623_1_organic-food-organic-products-organicsector&ei=YRBEVMnKJoGjugSD4HoDQ&usg=AFQjCNEJQh8L42L0SdSL81jRKrTHo52vGQ&sig2=WxF7Pr
0Bu6EzRYqmGThWAQ&bvm=bv.77880786,d.c2E, 06 November 2014

The World Bank, 19 June 2013, India: Climate Change Impacts Available at:
http://www.worldbank.org/en/news/feature/2013/06/19/india-climate-changeimpacts, 30 October 2014
6

The Hindu Business line, 11 June 2014, Development should become a mass
movement: Modi,Available at:
http://www.thehindubusinessline.com/economy/development-shouldbecome-a-mass-movement-modi/article6104419.ece, 23 October 2014

TNN, 19 June 2014, Timesofindia.indiatimes.com, PM for exploring options

to expand organic farming, Available at:
http://timesofindia.indiatimes.com/business/india-business/PM-for-exploringoptions-to-expand-organic-farming/articleshow/36795892.cms, 13 October
2014

Whitehead, RJ, 12 June 2014, Food-navigator-asia.com, Modi calls for new

emphasis on technology to fight rising food costs, Available at:
http://www.foodnavigator-asia.com/Policy/Modi-calls-for-new-emphasis-ontechnology-to-fight-rising-food-costs, 13 October 2014

Watchmaker, J, 27 February 2013, Times of India, Gurgaon has everything

organic on its plate, Available at: http://timesofindia.indiatimes.com/lifestyle/food/food-reviews/Gurgaon-has-everything-organic-on-itsplate/articleshow/18691560.cms, 25 October 2014

ANNEXURE
Screening Ideas: Are they Opportunities?
5 Questions
1. What important customer problem can you solve?
Non adulterated, non pesticides/chemical healthy food.
Healthy, tasty, low carb food at easy location with low waiting/serving time
A quick healthy snack
2. How are you going to do it?
Business model:
Product Organic food (Raw materials and packaged, depending upon the
preferred choice of customers.
Distribution- Buying organic products from wholesale markets or buying
directly from the organic farmers.
Location- Will be more premium customers location eg South Delhi , GK,
Saket, model town new friends colony etc.
Technology/Innovation- using best of technology to keep the organic food
products fresh in the mobile truck.
Service- outside seating arrangement, waiters to serve, recycled plates and
cups.
Brand- creating a brand name for a new business through advertising,
promotional schemes.
3. How many customers are there that are willing to buy from you?

How many customers are there?

According to a YES Bank report in 2012, it was estimated at Rs 1,000 crore

($170 million) - of which Rs300 crore is consumption.
How many will buy from you? Morarka Rural Research Foundation surveyed
1,000 consumers in 10 cities, including Nagpur, Allahabad and Gorakhpur,
and found that about 30% preferred organic products. They were also willing
to pay up to 20% more for it.
Who will be your first customer (besides your Mom) Health conscious
professionals, Gym junkies , senior citizens who are advised by doctors to
switch to organic food, hostlers and youth staying without family.
Who will be your 100th? Obese people who are tired because of non variety
and non ealthy food of Mc donalds, KFC, Pizza hut etc.

4. Why can only you provide the solution?

We provided delicious cooked organic food at convenient place at affordable
prices through a mobile truck.

5. How can you defend against others?

Location A mobile truck travelling and creating awareness about health
benefits of organic food and then is available at a customers preferred
location.
Brand: A brand name for healthy, hygienic, delicious food
patent (or other IP): Can take IP for the idea of mobile truck serving organic
food

The following questionnaire is prepared by the students of Pearl Academy for the
research project (2014) . Your answers will be valuable and will be kept confidential
and your candor is appreciated.
1. What do you understand by organic food? (Tick as many)
a It means artificial food
b It means herbal
c It means non-chemical/non-pesticides
d It means low calorie
e Any other, please specify.
2. Do you prefer buying organic products as (Tick one)
a) Branded b) Non branded c) No preference
3. What all other organic products do you buy? (Tick as many)
a) Organic food
b) Organic cosmetics/toiletries
c) Organic perfumes
Organic clothes
e) Any other, Please specify

d)

4. Where do you prefer having food outside home? (Rank in order of preference, 1
being the most Important)
Restaurants
Local street food
Local trucks/thellas
5. In what form you consume the organic food ? (Tick as many)
a) Vegetables
b) Fruits c) Cereals d) Tea/Coffee e) Herbs
bakery food
g) Organic dairy products

f) Processed or

6. How often do you consume organic food?

a) Once a week
b) Once a month
c) Once in 6 month
d) Always
e) Any other pls specify
7. How much do you spend on Organic food per visit?
a) Upto Rs500
b) Rs500 Rs1000
c) Rs1000 Rs 1500
and above

d) Rs1500

8. From where do you mostly purchase organic food?

a) Supermarkets
b) Local mandi
c) Online sites(such as Ecotokri, natural
mantra etc) d)Organic caf
e) Others

10

9. Kindly rate organic food on the following factors?

Factors
Highly
Important
Neutral
important
Health

Unimportant

Highly
unimportant

Taste
Conveniently located
Considered
fashionable/trendy
Doctors
recommendation
Environment friendly

10. Which ready to eat food you will buy the most? (Rank in order of preference, 1
being the most Important)
Juices
Salads
Sandwiches / Burgers
Meat / poultry items
Nuts
Fruits
Breads

11.How do you get to know about the organic products?

a) Word of mouth
b) Friends/Family
c)Social media
(Facebook,Twitter,etc
d) Outdoor promotions e)Online sites(ETockri,naturalmantra etc.)
f) Any other
plz specify ..
12. What problems do you face when you buy organic food?
a)More expensive than non organic food
b) No guarantee of
quality/authenticity
c) Limited availability and variety
d)Dont look good or appealing
e)Limited information about the
organic food
f)Not fresh as compared to normal food
Gender Male / Female
Location - .
Occupation Student
Business
Service
House wife
Any other (pls specify):..
Age 16 26
27 37
11

38 48
49 59
60 and above
Income group - 5000 25000 monthly
25001 45000 monthly
45001 65000 monthly
65001 85000 monthly
85001 and above monthly

12