Business Plan

4. Marketing Plan
Market Growth & Trends:
What recent trends have emerged in the market? What growth potential is available and where do you fit in?
How will the market/customers change when you enter the market?

In the realm of organic food delivery, we observe a landscape characterized by evolving trends and
promising growth opportunities. Recent market trends indicate a rising preference for organic and
locally sourced produce, driven by a collective awareness of health-conscious living and
environmental sustainability . As consumers increasingly prioritize their well-being, the demand for
fresh, organic fruits, vegetables, and other groceries is on the upswing. This trend extends to
households, offices, and a variety of events and functions where individuals seek to incorporate
organic goodness into their diets and lifestyles.

Farm Fresh Delivery is poised to capitalize on these market dynamics by offering a wide array of
organic products, including fruits, vegetables, dairy, meat, and specialty items. Our goal is to cater to
the growing demand for wholesome, sustainably sourced foods.

Upon entering the market, Farm Fresh Delivery aims to effect a shift in customer preferences and
behaviors. We anticipate that our presence will influence customers to prioritize organic choices,
fostering healthier eating habits and a stronger commitment to environmental stewardship .Our entry
into the market is expected to bring about a change in how customers perceive and engage with
organic food. We anticipate an increasing number of individuals and families opting for our organic
offerings, ultimately contributing to a more health-conscious and eco-friendly community.

Customers
Customer Demographics
Define who your target customers are and how they behave. You can include age, gender, social status,
education and attitudes.

Our target customers encompass a diverse group of individuals who share a collective commitment to
making informed and responsible food choices. While we cater to a broad range of age groups, our
offerings particularly resonate with adults aged 25 and above who actively seek healthier alternatives
and prioritize environmentally responsible consumption. Our customer base comprises both men and
women who share a deep appreciation for their health and the environment, valuing the quality and
origins of their food. We proudly serve individuals from various social and economic backgrounds,
ensuring affordability without compromising the quality and sustainability of our products. Our
messaging and product information are designed to engage customers with varying levels of
education, but it strongly resonates with those who appreciate the value of knowing the source and
advantages of organic food. Above all, our customers share a common ethos centered around health
and sustainability. They are committed to their well-being, actively seek eco-friendly products, and
recognize the significance of supporting local and sustainable agriculture. This shared set of attitudes
unites our customer community in their pursuit of a healthier and more responsible lifestyle.

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Customer Retention
How will you maintain a good relationship with your customers? What methods will you use? How will you keep
your customers coming back? Have you introduced customer service standards?

Our approach to maintaining excellent customer relationships is multifaceted. Firstly, we consistently

strive to provide the finest-quality organic products at the most competitive prices, ensuring that our
customers receive exceptional value with every order. Timing is key, and we are dedicated to
delivering our products promptly and reliably, right to our customers' doorsteps, enhancing their
convenience.

To enhance customer satisfaction proactively, we leverage the convenience of online platforms,

making our products easily accessible. With seamless online ordering and delivery, our customers can
enjoy the simplicity of farm-fresh goodness at their fingertips.

Moreover, we believe in celebrating our customers' loyalty. We regularly offer seasonal discounts,
exciting giveaways, and exclusive promotions, heightening the overall shopping experience and
bolstering customer satisfaction. Furthermore, we maintain a friendly and approachable customer
service team that not only resolves inquiries efficiently but also nurtures a sense of camaraderie.

Market Expansion
Target market and market expansion strategies, how are you going to penetrate into the market (Segmentation,
targeting, positioning)

At Farm Fresh Delivery, our market expansion strategies are rooted in a deep understanding of our
target audience and a commitment to delivering quality organic products. We've identified a primary
demographic of health-conscious adults aged 25 and above, representing diverse social and economic
backgrounds. These individuals share a common passion for making informed and responsible food
choices, prioritizing both their well-being and environmental sustainability.

Our approach to market expansion involves a multi-pronged strategy. To effectively reach and engage
our audience, we employ a mix of demographic and psychographic targeting. This includes focusing
on age groups and individuals who actively seek healthier, eco-friendly food options, all while
positioning Farm Fresh Delivery as the premier source for fresh, organic, and sustainable produce.

To foster growth and diversify our product offerings, we continually introduce new organic items and

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explore innovative packaging solutions such as colored pots, cement pots, titanium pots, clay pots,
ceramic, and plaster Paris pots, enhancing the visual appeal of our products.

Our commitment to digital advertising, with a presence on platforms like Facebook and Instagram,
allows us to reach potential customers throughout the island, making organic, farm-fresh goods easily
accessible. Additionally, we're expanding our physical presence by strategically opening new
branches, ensuring that our services are available island-wide.

Through these well-crafted strategies, Farm Fresh Delivery is poised to effectively penetrate the
market, catering to the needs and preferences of our target audience while promoting growth and
expansion.
Competitive Edge
What is your competitive edge of your products / services, marketing & distribution compared to the other
competitors in the market?

When comparing Farm Fresh Delivery with other competitors in the organic food market, our distinct
advantage lies in our innovative approach to product accessibility, marketing, and distribution. While
many businesses in the industry predominantly operate through physical locations, we have taken a
pioneering step by seamlessly integrating digital platforms into our service offerings.

Digital Convenience: Unlike traditional competitors, Farm Fresh Delivery offers customers the
convenience of choosing and ordering organic products online. Through our user-friendly digital
platform, customers can browse our extensive product range, make selections, and complete
transactions efficiently. This digital presence enables us to serve customers across a broader
geographic reach, enhancing accessibility.

Secure E-Wallet Payments: We facilitate secure payments through E-wallets, providing an added layer
of convenience and safety for our customers. This approach streamlines the purchasing process and
ensures that transactions are conducted with the utmost security.

Island-Wide Delivery: What truly sets us apart is our commitment to delivering organic goodness
directly to our customers' doorsteps across the entire island. Our in-house delivery system guarantees
the safety and integrity of the products, offering a 100% assurance of quality upon arrival. This
eliminates the need for customers to visit physical stores and enhances the overall shopping
experience.

By introducing this innovative online platform to the organic food market, we are redefining industry
norms and providing customers with an unmatched level of convenience. Our approach not only
saves customers valuable time but also offers competitive pricing compared to traditional
competitors. This unique combination positions Farm Fresh Delivery as a leader in the market, and we
are confident that our digital-forward strategy will continue to create a significant competitive edge in

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the organic food industry.

Promotion and Advertising

How are you going to advertise / promote your product to your customers?

At Farm Fresh Delivery, our commitment to expanding our market share and maximizing profitability
goes hand in hand with a strategic approach to promotional and advertising campaigns. We
understand the pivotal role these campaigns play in reaching and engaging our customers effectively.

Advertising to create awareness and capture a wider customer base, Farm Fresh Delivery plans to
invest in advertising initiatives. We will strategically participate in relevant events, such as agricultural
and health expos, where we can showcase our organic products. Additionally, we will leverage digital
advertising channels, including social media platforms, to reach younger generations directly. By
creating engaging and informative content, we aim to foster a sense of community and trust among
our online audience.

Sales Promotion as part of our strategy to boost sales volume and provide added value to our
customers, Farm Fresh Delivery will introduce seasonal sales promotions. These promotions may
include discounts, bundle deals, and loyalty programs, enhancing the overall shopping experience and
encouraging repeat business.

Direct Marketing our approach to direct marketing will involve targeted efforts through online
platforms. By harnessing the power of social media, email marketing, and personalized messaging, we
will engage directly with our customer base. This method allows us to tailor our offerings to meet
individual preferences and build a loyal customer following.

Sales and Distribution

How are you going to sell your product to your customers?

At Farm Fresh Delivery, we have strategically designed our sales and distribution channels to ensure
that our organic products reach our customers efficiently and seamlessly. Our goal is to provide easy
access to fresh and sustainable produce, making it accessible to a wide range of consumers.

Direct Sales: Farm Fresh Delivery offers customers the option to purchase our organic products
directly from our online platform. Through our user-friendly website and mobile app, customers can
browse our extensive product range, make selections, and place orders with ease. These orders will
be delivered directly to their doorsteps, ensuring a hassle-free shopping experience.

Agent-Distribution: For customers who prefer the convenience of online shopping, Farm Fresh
Delivery employs a network of agents and utilizes our delivery vehicles to facilitate product
distribution. This method guarantees that our products are delivered punctually and securely to
customers across the island.

Retail Partnerships: We recognize the importance of collaborating with retailers to expand our reach.

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Farm Fresh Delivery plans to establish partnerships with select retailers who share our commitment
to quality and sustainability. Our products will be made available in these retail outlets, giving
customers the option to purchase our organic goods during their regular shopping trips.

Wholesalers: In addition to retail partnerships, Farm Fresh Delivery intends to collaborate with
wholesalers to further extend our distribution network. This approach allows us to reach a broader
customer base and provide our products to a wide array of businesses and markets.

Product / Service Mix

Product / Service (mark whether)

Existing New

I. Fresh Organic Fruits ✓

II. Fresh Organic Vegetables ✓
III. Organic Dairy Products ✓
IV. Organic Meat and Poultry ✓
V. Specialty Organic Items ✓
VI. Organic Prepared Meals ✓
VII. Organic Snack Boxes ✓
VIII. Organic Meal Kits ✓
IX. Organic Juices and Smoothies ✓
X. Organic Pantry Staples ✓

Sales Forecast

Product / Service Last Year Sales Sales Year 01 Sales Year 02 Sales Year 03
(LKR) (LKR) (LKR)
(Refer Annex iii) (Refer Annex iii) (Refer Annex iii)

I. Fresh Organic apple - 500,000 550,000 600,000

II. Fresh Organic wattakka - 207,500 300,000 325,000
III. Organic Dairy Products - 550,500 600,000 650,000
IV. Organic Meat /Poultry - 4,115,000 4,200,000 4,300,000
Total - 5,373,000 5,650,000 5,875,000

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Marketing and Distribution Cost

Item Cost Year 01 (LKR) Cost Year 02 (LKR) Cost Year 03 (LKR)

I. Wages and Bonuses to

Marketing Staff 2,000,000 2,200,000 2,310,000

II. Promotion Costs 50,000 55,000 57,750

III. Sales Outlet - Rent 15,000 16,500 16,500

IV. Sales Outlet – Other

Expenses 350,000 385,000 423,500

V. Advertisement 75,000 82,500 90,750

VI. Vehicle-Delivery Cost 120,000 132,000 138,600

VII. Online Marketing Cost 25,000 27,500 30,250

VIII. Cost of Packaging

Materials 80,000 88,000 96,800

IX. Electricity Cost 10,000 11,000 12,100

X. Miscellaneous Marketing
Expenses 50,000 55,000 60,500

To Total 2,775,000 3,042,500 3,335,450

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