CENTRO DE ENSEÑANZA TÉCNICA Y SUPERIOR

Competitiveness and Sustainability

Presents:

GO Green

Mariana Lafarga Aldecoa

Alondra Romero
Niveda ponmani M

July 28th, 2022

 Table of content

Business Description 2

Logo 3

Mision 3

Vision 3

Products 3

Industry Background 4

Competitive Analysis 5
Competitive Advantage 6

Market Analysis 6
Potential customers 6
Niche Market 6

Management Summary 7

Marketing Plan 8

Financial planning 10
startup expenses 10
sources of fund 10
sales forecasting 11
sales growth expected to prevent loss and increase profit 11

Pillars of Sustainability 11
Management - waste food management 11
Environment 11

Major Targets for the Next Three Years and SDG Relationship 12

References 13
 Go Green

Business Description

We are a food delivery app that believes that every small action is important.
This is why we partnered with different restaurants and provide them reusable
containers and ecological alternatives to the usual packages. To help this purpose
every driver carries reusable bags when picking up the order to reduce the waste
that plastic bags provide.

Logo

Mision

Offer the user an eco-friendly food service delivery by using biodegradable

packaging that reduces the risk of environmental contamination thanks to the
material it is made of.

Vision

To be an environmentally responsible and leading company that reduces the

contamination of food delivery packaging.
Products

Biodegradable products
● PLA (corn starch) is a crystalline organic plastic. It is an excellent alternative
to replace PET or polystyrene. It is used for cold liquids or food that is cold or
prepared at room temperature. They are made from a biopolymer derived
from plant starch.
● Kraft: Is 100% renewable, recyclable and biodegradable.It is made from wood
pulp, they protect moisture, supports different temperatures and are quite
resistant to oil. Paper decomposes quickly, leaving no trace of toxic materials.

Industry Background

Ecological/Eco-friendly package

In recent years we have seen an evolution towards caring for the environment
thanks to consumer pressure and awareness in the industry. Although care for the
environment is usually associated with materials such as cardboard or wood, today
recycled and recyclable plastics represent a very efficient alternative
Ecological packaging is the contribution of responsible companies to the
reduction of waste that pollutes the environment, but they are also increasingly a
requirement of consumers. A package serves not only to contain a product, it also
gives it identity. If it is made with ecological materials, it can be a very effective sales
argument among the new generations of consumers aware of environmental issues.
Thanks to the high demand for this type of packaging, various ecological
materials have been created, including edible packaging, cardboard, sugarcane,
biodegradable or recycled material, wool, eggshell, and other materials.Restaurant
companies have implemented eco-friendly packaging, but not all of them, which has
allowed a great impact to continue in the use of packaging that is harmful to the
environment.
According to El Financiero "In Mexico, about 18.1 million users order food to
take home in restaurants and 9.1 million of them order through food delivery apps
such as Just Eat, Rappi, Uber Eats and Postmates." The impact of food delivery
applications in terms of garbage generated by harmful packaging that pollutes the
environment is very alarming.

Competitive Analysis

There is no direct competition as there is no company that does the same as

GoGreen that delivers with biodegradable packaging. Our strongest competition are
food delivery apps that have been on the market for many years, such as the
following:
Didi Food and We Care
DiDi Food and We Care will make an alliance to offer sustainable packaging
solutions in Mexico. The nearly 50,000 restaurants registered with DiDi Food could
benefit from the agreement. The intention is to contribute to caring for the
environment and that orders placed through the platform reduce their environmental
impact.

Too Good to Go
In Too Good To Go, any business that has leftover food at the end of the day
or with products close to their expiration date can sell them for a price three times
lower than what they have under normal circumstances. It was created in Denmark
and is already present in 9 European countries (Denmark, Norway, Holland,
Germany, United Kingdom, France, Belgium, Switzerland and Spain), it has more
than 5 million users.

UberEats
The Uber Eats app offers full menus from an extensive list of restaurants and
convenience stores so you can order your favorite dishes whenever you want.
Doordash

DoorDash is America's most popular app-based food delivery service, ahead

of Uber Eats and GrubHub. Users make a purchase through the application and a
delivery man will pick up your order and deliver it to your doorstep.

GrubHub
You simply enter your location and Grubhub will show you all of the
restaurants in your area. You can search by cuisine type (fast food) or by a specific
menu item (cheeseburger), making it easy to find your next meal. You can also save
delivery locations, such as work or home, to speed up the process.

Competitive Advantage

● We are the only food delivery platform that cares for the environment by using
biodegradable packaging in every order and reducing food waste.

Market Analysis

Potential customers

All people interested in wanting to take care of the environment and their
planet. These people make use of food delivery applications and want to make a
change by opting for biodegradable packaging. This market includes ages from 20 to
57 years old, people who are aware of the issue of contamination, waste of food and
who make frequent use of their cell phones.

Niche Market

A) First niche market: Millenials

The millennial generation is made up of people born between 1981 and 1996,
who are between 25 and 40 years old. They live totally connected, the mobile phone
has become their best ally, but they have been adapting to all the changes and
advances that have been arising. They are an informed, demanding group with high
brand loyalty.Millennials are the right people for this app as they are always focusing
on new trends and everything related to the environment.

B) Second niche market: X Generation

This group of people includes those born from 1965 to 1982. They are
between 40 and 56 years old approximately. Having a job was a great challenge,
working and producing was his philosophy of life. Individualism, ambition and
"workaholic" are the values they have grown up with.
For them it is important to publicize the most human part of your brand: the
actions you carry out to improve on a social level.Generation X are older, conscious
and mature people when making decisions. They are busy most of the time at work
or with the family who opt for something easy and fast when it comes to food, this
application will facilitate them by making food deliveries in an ecological way
Management Summary

CEO: Is the one who is in charge of all the important decisions that are made in the
company and its mostly outside making connections with others, trying to reach out
to investors.

Manager: In charge of notifying everything that happens inside the company to the
CEO. Is the mediator between him and the supervisors.

Supervisor of marketing: Makes sure that everything related to marketing is

functioning as it should and organizes the team in order to deliver good results.

Digital designers: They do all the designs for physical and digital advertisements

Social media experts: Help boosting the business via social media.

Customer service: Keeps us close to our customers, listen to them and do reports in
order to know how is the people reacting to what we do.
Supervisor of operations: Makes sure that the products are received properly and
that the drivers receive them.

Drivers: The ones that deliver the food from the restaurants to the clients

Suppliers: Where we get the materials needed to cerate our biodegradable products

Supervisor of administration: Covers the administration of the company and makes

sure the documentation is up to date.

Finances: Create budgets and control all the capital that comes in and out the
company

Legal matters: Make sure that all documentation and legal procedures are covered
correctly and in time.

Together we all are going to make an amazing team because every single
person has its own thing to focus on, but also we are going to make sure that
everyone feels comfortable doing what they are doing. We also have good
communication between all the different departments of the company.

Marketing Plan

Our main clients are going to the restaurants, we plan to reach them by
offering competitive prices and giving them special offers occasionally. Also we will
give them a week of free trial so they get to know our services, by the end of the
week they would be more comfortable buying it because they would know exactly
how it work.

We also need to consider that the final clients are going to be the users of the
app. Making a small research of who people we found out that “the 18–24 age group
orders food by delivery by 34%, it’s followed by the 25–34 age group with 30%.”
(Arsenovic, M., 2022). Which indicates that most of our clients are going to be
young. This is a major benefit for us, because we are going to take advantage of
platforms like instagram and tiktok to make fun content and attract them to our page.
Also being sustainable is a requirement that more and more people are looking for in
a business nowadays. Which is going to help us grow faster and engage with other
group ages.
Sales & Operations Plan

The activities that will support our business are the fees we are going to charge to
the restaurants. We have two plans to offer to restaurants:
1. Basic Plan
a. We will charge 15% for delivery orders and 4% for pickup orders.
b. You will appear sometimes on the feed of the users on the app (based
on their algorithm)
2. Premium Plan
a. We will charge 25% for delivery orders and 4% for pickup orders.
b. We will boost your restaurant to appear on top of the feed of the app
users.

Financial planning

The last component of a food delivery business plan is an in-depth financial

plan. The financial plan crafts a detailed map of all the expenses needed for the
startup and how these expenses will be met by the earned profits. This area is
responsible for optimizing, planning and controlling from the financial department
taking into account the various costs that the company incurs, at the same time that
it will identify the strengths and weaknesses through its accounting analyses to
facilitate decision-making

1. startup expenses

The total startup expenses we need is about $245,500. Taking into the
consideration the cost of land, labour, supply chain, licensing, packaging etc. it is
expected to have $245,500

2. sources of fund

· PayPal Working Capital Loan: The application process for a pay pal
working capital loan is quick and easy and there are no extra fees and
prepayment penalties.
· Credit Cards/Personal Loan: Business credit or personal loan can be
acquired to fuel the daily functions of your business. Small business
owners can easily qualify for credit cards and personal loans.
· SBA Loans: SBA offers small business financing with lower interest
rates compared to other options. SBA Microloans can be used for
inventory, supplies, working capital, and machinery.
· Government Grants & Subsidies: There are several State and
Federal Government grants and subsidies available to businesses. In
recent times, the government has helped several small and
medium-sized businesses to revive their existing business or start a
new business.
· Crowdfunding: Reaching out to investors and financial institutions
. There are great opportunities for businesses with innovative ideas.
Some platforms where innovative businesses are identified and valued
as kick starter

3. sales forecasting

In a year it is expected to generate $40,124 and later on with intensive

advertisement and promotion it is expected to generate around $80,068 in a year.
 4. sales growth expected to prevent loss and increase profit

1st year - 4,35%; 2nd year - 30,82% ; 3rd year- 63,29%

Pillars of Sustainability

1. Management - waste food management

We have tried to reduce restaurant food wastage by giving waste food to

NGOs. NGOs will add to a request, in case of any leftover food hotels have. This
request is sent to the restaurant manager of that specific restaurant. The NGO
Manager then accept the request and assigns it to one of the NGO employees for
takeaway and forwards the request to the restaurant. The remaining food at the hotel
can be given to NGOs at the end of the day. The admin can detect the history of
restaurants and NGOs for the leftover foods. orphanages, old age house owner can
give a rating of food item which will help other persons to select the food item.
Sentiment analysis using store sentiment of each review given by the owner.

2. Environment

Being an environmentally responsible company that reduces the contamination

of food delivery packaging by using biodegradable materials in deliveries made
through the Go Green app.

Major Targets for the Next Three Years and SDG Relationship

Our major target is to enhance our company by achieving the major sustainability
goals in the upcoming three years. Our Main Objectives according to the United
Nations are: zero hunger (SDG-2) by suppling food to NGOs orphanages and old
age home, good health and well-being (SDG-3) by suppling food without any
contamination, responsible consumption and production (SDG-12), partnership for
the goals(SDG-17), by using biodegradable materials climate action(SDG-13), life
below water(SDG-14), life on land(SDG-15) is going to be achieved. These goals are
primarily intended to improve living conditions for any living being on earth. In these
next three years some of our goals are:
1. Promote ecological and environmental awareness in our clients.

2. Implement sustainable production processes through alternative energy and

renewable products

3. Eradicate the global material footprint by reducing the consumption of chemicals,

plastics and fossil fuels.

4. Using the available resources judiciously and working towards maintaining the
ecological balance.

5.To prevent degradation of the environment and laying emphasis on protecting the
environment.

6. To prevent overexploitation of resources.

This concludes the topic of Importance of Sustainable Development

Attachments and milestones

FSC Recycled Certification

These products are 100% recycled content. This includes both post-consumer and
pre-consumer reclaimed materials. Products made from recycled materials reduce
the demand for virgin wood and help protect forests.
The Global Recycled Standard

The Global Recycled Standard is an international third-party certification that verifies

products' recycled content, chain of custody, and social and environmental practices.

References

https://blog.gs1mexico.org/los-empaques-sustentables-marcan-tendencia
https://vinkplastics.es/6-materiales-sostenibles-para-packaging-de-plastico-y-carton/
https://logisticapress.com/didi-food-establece-alianza-para-ofrecer-empaques-sosten
ibles-en-mexico/
https://comfyliving.net/food-delivery-statistics/