ASSIGNMENT

ENTRAPRENUERSHIP

DEVELOPMENT

Submitted To

Arjun suresh

Roll No: 13

MBA 2nd year

INTRODUCTION

ORGANZA VEGIES

Organza Vegies will offer customers organic and locally grown, chemical- and
preservative free produce Organic vegetables, .The vegetables are 100 % free from
chemical fertilizers and toxic pesticides. We have wide variety of organic vegetables and
fruits being sold out in our retail outlet and as a wholesale to organic shops also.

OBJECTIVES
Provide our customers with the freshest, organically grown fruits and vegetables
. Offer vegetables without artificial colors, flavors, or additives.

 Support organic farms that keep our earth and water pure.

VISION
 To create a healthier society

MISSION
 To provide our customers with the freshest, organically grown fruits and
vegetables in order to create a healthier society

Company Ownership
The company is owned by 2 parties one among them will serve as the managing partner.
Organza Veggies is owned and managed by husband and wife team Mrs. Nirupama
Rajeev and Mr. Rajeev
COMPANY DESCRIPTION

COMPANY SUMMARY

Organza Veggies is owned jointly by its two founders Mrs. Nirupama Rajeev and Mr.
Rajeev, one of whom will serve as the managing partner. Co-owners, Mrs. Nirupama
Rajeev and Mr. Rajeev, are opening Organza Veggies to capitalize on the growing
demand in the community for a local food store that offers organic and locally grown
produce, chemical and preservative free groceries and eco-household products.

START-UP SUMMARY

The company plans to supply the local nurseries and landscapers with top quality, premium
seeds and help them setup farming facilities

The largest portion of the start-up requirements is for purchase of the site and
construction of the necessary buildings and infrastructure, including well-digging. These
are listed below as long-term assets. The start-up period is five months long, and includes
construction and one and a half months for growing the first crops.
The company is seeking both short term and long term funding to finance the
development of the backend services and development costs of the project.

PRODUCTS

Farm fresh vegetables like carrot, brinjal, cabbage, cauliflower, Ladies finger, tomato, ginger,
green chilies, etc…100% pesticides free vegetable.
PRODUCTS CHARACTERISTIC

 Chemical free
 Organically grown
 Free of pesticides and artificial color
 LOCATIONS
The company will base its operation out of Ernakulum and will have presence in:
 Idukki
 Alapuzh
 Ernakulam
 Kottayam

MARKET SEGMENTATION

The company focuses on mainly two target group

FAMILIES:

The people who were concerned with their health and they prefer quality product in the market

SUPERMARKETS:

This segment consists of supermarkets and grocery stores within 50 km of our locality.

Nurseries/Garden Centers:

This customer group purchases the plants which they in turn sell at retail to the individual end
consumer. This typical consumer is a health conscious individual who is interested in either
extracting the botanical from the plant immediately or growing the plant in their own garden for
future use.

INDUSTRY ANALYSIS

Organic farming has been an integral part of agricultural practices across the world for quite a
long time now. The sustainable practice of producing and harvesting food stuffs like fruits &
vegetables without using any type of chemicals has always garnered both appreciation and
interest from many. These days, people from all walks of life are more than ready to invest in
healthy and chemical free produce that can benefit their overall health in the long run, and are
doing their bit to promote healthy living within the society. The biggest negative is the start-up
costs to erect a fully state-of-the-art project. Therefore, if a project is going to be developed, two
major factors need to be taken into account.

Selected Markets:

Due to high quality, vegetables must be sold retail outlets,etc. to retrieve highest price

Project size:

The project must be able to supply produce all year round; if not, retail outlets will not be
interested. The Industry is still small, and therefore a project of this magnitude will create
interest among all the major vegetable outlet markets.

Marketing Strategy:

 Offering farm to door delivery service.

Our company provides door to door service to those who are ordering for our products
through our app “Organza veggie”. Customers can order fresh vegetables through this app
and distributors will collect vegetables from garden pack and distribute directly from the
farm to the doorstep so they need not go any shop to get vegetables.

 Providing supplemental organic products.

It is always nice to get supplementary goods along with the items they buy. We will be
providing our supplemental organic vegetables like green chilies, curry lives etc. to customers
who buy from us.

 Post fliers and brochures at local restaurants, and locally owned and operated
organic/natural item store in town.
 Create community awareness.
We create awareness among community through giving articles in weekly and monthly
magazines to get people know more about the defects of using nonorganic vegetables also
conduct awareness classes in schools and public places.

Competitive analysis- Porters five force model

COMPETITIVE RIVALARY

The existing market competition is low for our firm because we are focusing on the local market
and there are no much strong competitors in the existing market but in case of supermarkets there
is a moderate level of competition there are few strong competitors like reliance fresh, kudumba
sree organic vegetables etc.

THREAT OF NEW ENTRANCE

Threat of new entrance in high for organza veggies since there is an increase in demand for
organic vegetables and people started having concern for their health more firms can come up
with the same idea of selling organic vegetable.

THREAT OF SUBSTITUTES
 Threat of substitute is high for our firm because organic vegetables are high priced items because
it requires more effort and resources than the usual vegetables, so people rather tempt to move
with usual vegetables.

BARGAINING POWER OF SUPPLIER

The supplier bargaining power is high for organza veggies because these are products which
requires more attention and effort of the farmers or suppliers hence the bargaining power of
suppliers are high.

BARGAINING POWER OF BUYER

Bargaining power of buyer is low for us because people who are health conscious and vegans are
our targeted group so they will not sacrifice on product quality even if it is high priced.

SALES STRATEGY

The sales strategy of Organza Veggies is simple. The key to customer satisfaction is a variety of
community-friendly services that has knowledgeable people to help customers find what they
want quickly. Customers can use our mobile app to order their products and Organza Veggies
will deliver it direct to their door at no additional costs.

OPERATION AND MANAGEMENT

Seed retailer spots are identified in various districts and collects seed from them.

 Distribute the seeds along with the fertilizers to the farmers.

 Collecting vegetables directly from suppliers residents and distributing it to stores by
distributors.
 Location heads are appointed to manage the operations in various locations.
 App named “organza veggies” is developed for customers to help them to order
through online.
 Formed a committee which acts as an open platform which links the members and
suppliers.
FUNDING

We are raising fund through owner’s capital, friends and family and taking bank loan for SSI.
Capital required is 10, 00, and 00 at the initial stage. Company requires Rs 3, 00,000 for
purchasing seeds and fertilizers and for making arrangements in farmers plot we need Rs 1,
50,000, Rs 3, 00,000 for business office building and 50,000 for other arrangements. So, this
fund is raised through the owner’s capital and from friends and family.

The 50% of the sales is distributed among the suppliers since it is a joint effort of many farmers.
30% of it needed to be shared for the owner and remaining 20% is equally divided among the
distributors and other workers.pe
The operation will utilize:
1. Five large greenhouses enclosing the vegetable area
2. irrigation, fertilization, temperature control and water treatment devices
3. pack houses and wash bay facilities business office building
The company plans to supply the local nurseries and landscapers with top quality, premium
seeds and help them setup farming facilities.ntified in various district

s MARKETING AND SALES STRATEGY

INTRODUCTION

Organza Veggies will advertise in the local newspaper as well as the local area advertising fliers
in every district it is in operation. In the advertisements for the market opening, we will have a
20% off coupon for purchases over Rs.250. We will continue this discount for the first month of
operation. Organza Veggies will give back to the community. We will participate in community
projects like the area's food bank and community programs for children. Organza Veggies will
also host a number of community events, such as awareness classes for the community, training
in farming, empowering and strengthening local women etc.

COMPETITIVE EDGE

Organza Veggies competitive edge is:

 Location: The presence of our dealers and distributors in every major market in the major
four districts.
 Community Support: Organza Veggies is a community based company that will give
back to the community. The local communities have proven their support for causes like
these in the past and this could serve as a source of advantage

SALES STRATEGY

The sales strategy of Organza Veggies is simple. The key to customer satisfaction is a variety of
community-friendly services that has knowledgeable people to help customers find what they
want quickly. Customers can use our mobile app to order their products and Organza Veggies
will deliver it direct to their door at no additional costs.