SCHOOL: THIKA SCHOOL OF MEDICAL AND HEALTH

SCIENCES

BUSINESS PLAN
NAME: GAKURYA NIRA SULEIMAN

ADM NO: CND/J-0002/MOM/23

NUTRITION WORLD FRUIT AND JUICE SHOP

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 Declaration

I GAKURYA NIRA SULEIMAN declare this business plan as my original work that has never
been submitted for any Degree, Diploma or Certificate purpose in any institution to the best of my
knowledge no part of this work should therefore be reproduce without prior permission from the
writer.

GAKURYA NIRA SULEIMAN CND/J-0002/MOM/23

Signature…………………………………. Dates ………………………….

This business plan has been submitted with the approval of the undersigned to Thika School of
Medical and Health Sciences.

Supervisor

Supervisor

Signature……………………………………… Date……………………………………

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 Acknowledgement
I acknowledge and express my deepest and sincere gratitude to Almighty God for the far I have
reached the time I have achieved and the more I wish to achieve in this business plan in near future
to the H.O.D for giving me an opportunity to study at the institute more so great appreciation to my
supervisor for the assistance throughout the course of this business plan.

Thank you so much for your inspiration, support positive critics and correction and for always
giving me a shoulder to lean on once again thank a great deal and may God bless you abundantly

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Contents
Declaration....................................................................................................................................................2
Acknowledgement.........................................................................................................................................3
Executive Summary......................................................................................................................................5
CHAPTER ONE...........................................................................................................................................6
1.0 BUSINESS DESCRIPTION...................................................................................................................6
1.1 BUSINESS NAME....................................................................................................................7
1.2 LOCATION OF THE BUSINESS.............................................................................................7
1.3 FORM OF BUSINESS OWNERSHIP......................................................................................7
1.4 PRODUCT AND SERVICES....................................................................................................7
1.5 JUSTIFICATION OF BUSINESS OPPORTUNITY................................................................8
1.6 INDUSTRY...............................................................................................................................9
1.7GOAL OF THE BUSINESS.......................................................................................................9
1.8 ENTRY AND GROWTH..........................................................................................................9
CHAPTER TWO..........................................................................................................................10
2.0 MARKETING PLAN..............................................................................................................10
2.1 POTENTIAL CUSTOMERS..................................................................................................10
2.2 MARKET SHARE..................................................................................................................11
2.3 COMPETITION......................................................................................................................11
2.4 PROMOTION AND ADVERTISING.....................................................................................12
2.5 PRICING STRATEGY...........................................................................................................12
2.6 SALES TACTICS....................................................................................................................13
2.7 DISTRIBUTION.....................................................................................................................13
CHAPTER THREE......................................................................................................................14
3.0 BUSINESS MANAGER AND QUALIFICATION.................................................................14
3.2 ORGANISATIONAL CHART................................................................................................17
3.2 OTHER PERSONENEL.........................................................................................................18
3.3 RECRUITMENT, TRAINING AND PROMOTION................................................................0
3.4 REMUNERATION AND INCENTIVES..................................................................................0
3.5 LICENSES, PERMITS AND BY-LAWS..................................................................................1
3.6 SUPPORT SERVICES..............................................................................................................1
CHAPTER FOUR...........................................................................................................................3
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4.0 PRODUCTION PLAN..............................................................................................................3
4.1 PRODUCTION DESIGN AND DEVELOPMENT...................................................................3
4.2 OPERATIONAL FACILITY AND CAPACITY......................................................................................3
4.3 PRODUCTION.........................................................................................................................3
4.4 EQUIPMENT OR MATERIAL................................................................................................3
4.5 BUSINESS PREMISES.............................................................................................................4
4.6 GOVERNMENT REGULATIONS AFFECTING OPERATIONS..........................................4
CHAPTER FIVE............................................................................................................................7
5.0 FINANCIAL PLAN...................................................................................................................7
5.1 FINANCIAL PLAN...................................................................................................................7
5.2 WORKING CAPITAL REQUIREMENT................................................................................8
1.3 PROJECTED CASHFLOW..............................................................................................10

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 Executive Summary

NUTRITION WORLD FRUIT AND JUICE SHOP will be situated at Bamburi town in
Mombasa. The business will be dealing with selling of fruits and juice to the residents of
Bamburi town in Mombasa County.
MARKETING PLAN
The potential customers are the locals living in the town and the neighboring towns and the
mode of promotion will be done by advertising through posters and social media.
The Shop will be operating between 8:00 am and 8:00 pm everyday with no exceptions.

THE ORGANIZATION STRUCTURE

The owner of the business will remain the manager of the business and will employ other
employees who will be paid on monthly basis.

The business will get its supporting services from commercial bank of Kenya which will offer
loan. There will be also auxiliary such as electricity and water which of will get from Kenya
power and lighting company and Bamburi water and sewage company respectively.

OPERATIONAL PLANS
The business will deal with sales of fruits like mangoes and blended juice. The business shall be
operating as from 8.00am to 8.00pm as from Monday to Sunday

FINANCIAL PLAN
The service of income of the business shall be from personal saving, loans from Co-Operative
bank of Kenya and donations from family and friends. It shall start with a capital of 200,000
Kenya shillings only.

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 CHAPTER ONE

1.0 BUSINESS DESCRIPTION

The owner intends to start up a shop for selling fruits and blended juice in Bamburi town. The name of the
business will be; Nutrition World.

The owner chose the business because; she wants to run a business and own her own business.

1.1 BUSINESS NAME

The proposed name of the business is Nutrition World. The owner chose this name because it signifies the
kind of service she will be providing to the community.

The name intends to market the business and the owner’s interest to convert her talent into a great career
objective.

The name explains clearly that the business intends to produce and sell juice and fruits items.

1.2 LOCATION OF THE BUSINESS

The business will be located at Bamburi town in Mombasa County which is a tourist destination, it will be
adjacent to the Bamburi buscar station. The owner chose the location because there is a dense population of
travelers, business people and employees.

The business address will be;

NUTRITION WORLD
P.O. BOX 556
Bamburi
TEL 0770 678 000

1.3 FORM OF BUSINESS OWNERSHIP

The business will operate under sole proprietorship meaning the owner will own the business herself and
will employ staff to back her up on the daily operations. The owner will therefore be entitled to control the
business by herself and enjoy all the profits and suffer losses of the business

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1.4 PRODUCT AND SERVICES
Nutrition World will offer services like sale of mango juice in take tumbler packed fruits that are
also take away.

Products that will be offered are

Fruits

 Mangoes
 Pineapples
 Strawberry
 Paw paws
 Oranges and many other fruits

Juice

 Mango juice
 Mixture of mango and pineapple juice
 Orange juice, pineapple juice and many other types of fruit juice.

1.5 JUSTIFICATION OF BUSINESS OPPORTUNITY

The owner chose the business because she is a nutritionist and wishes to exploit her abilities by providing
the best fruits and juices to the people of Bamburi and improve their health.

The business’s best marketing tool will be the quality of the fruits and juices sold to a customer. A satisfied
customer means more customers to the business. This will spread the outstanding personal service offered at
the shop hence gain more customers.

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The location is also a critical factor to the business success as it is in one of the busiest towns in Africa and
is strategically located with a high profile.

Availability of raw materials is another factor because all the raw material can easily be accessed e.g
mangoes from Kilifi.

Good infrastructure is another contributing factor there are good roads and communication networks hence
convenient to all our suppliers and potential customers.

1.6 INDUSTRY
The recent rise in the fruit and grocery industry has prompted many large investors to pull together their
money and invest in the industry thus making it more profitable. Fruits are part of the nutrition and hence
important to the community and this makes the industry illustrious.

1.7GOAL OF THE BUSINESS

The owner has set between long-term and short term of the business.

SHORT TERM GOALS LONG TERM GOALS

Having as many customers as possible Opening new branches outside the town and
other areas e.g., Nairobi, Nakuru, Mombasa,
Naivasha, Narok, Kisumu,
Making profits daily
Satisfying customers
Creating employment locally
Offering high quality fruits and juices at
affordable prices

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1.8 ENTRY AND GROWTH
The business will be a fruits and juice business where by different types of fruits and juices will be sold.

The owner will use market entry pricing as a means of entry into the market and try to attract as many
customers as possible. The expansion will come about by the sale of quality products, fair prices and
maintaining good customer satisfaction the business reputation. These strategies are meant to maximize
profits which will enable the expansion.

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 CHAPTER TWO
2.0 MARKETING PLAN

2.1 POTENTIAL CUSTOMERS

When it comes to fresh fruit juice, there is indeed a wide range of available customers. In
essence, our target market can’t be restricted to just a group of people, but all those who love
fresh fruit juice and those who would want to try them out.

We are in business to engage in wholesale distribution and to retail a wide variety of fresh fruit
juice to the following groups of people;

• Households

• Children

• Sports Men and Women

• Students
2.2 MARKET SHARE
According to research, Nutrition World will try and hold a market share of 35% the remaining 65%
will be shared by competitors Jane’s fruits and Kamakais fruits.

2.3 COMPETITION
These are all those businesses selling similar products or operating on similar services as well as
targeting the same customers. The market for business depends on the area.

There are already two competitors in the market as an entrepreneur the owner is ready to take up
the risk of starting up a business that already has competitors.

One thing is certain; we will ensure that we have wide varieties of fruit juice available in our
shop at all times. It will be difficult for customers to visit our juice shop and not make a
purchase. One of our business goals is to make Nutrition World Fruit Juice Shop, a one stop fruit
juice shop. Our excellent customer service culture, online store, various payment options and
highly secured facility will serve as a competitive advantage for us.
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The competitors will enable the business to sell products/services of high quality to the customers.

Enable consumers to get products/ services at a fair price

Enable the proprietor to know customers’ preference / taste.

The potential competitors are

Jane’s fruits which is a fruits shop established near quickmart Bamburi. Different types of fruits are
sold there and supplied within the town.

Though they sell a wide range of fruits, they do not sell fruit juice to their customers. This is an
advantage to our business.

Kamakais fruits is a business started a year ago and is situated near Bamburi passenger stop in the
outskirts of Bamburi town. Though they sell juice, their package method is a disaster since they use
polythene bags.

2.4 PROMOTION AND ADVERTISING

• Place adverts on both print (community-based newspapers and magazines) and electronic
media platforms
• Sponsor relevant community programs

• Leverage on the internet and social media platforms like Instagram, Facebook, twitter,
et al to promote our brand
• Install our billboards in strategic locations all around Bamburi town and in the
neighboring towns
• Engage in roadshows from time to time in targeted communities

• Distribute our fliers and handbills in target areas

• Position our Flexi Banners at strategic positions in the location where we intend

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 getting customers to start patronizing our products.
• Ensure that all our staff members wear our customized clothes, and all our official
cars and distribution vans are customized and well branded.

2.5 PRICING STRATEGY

Fixing prices for fresh juice is not complicated as the prices depend on the size of the container. In
view of that, our prices will conform to what is obtainable in the industry but we

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 will ensure that within the first 6 to 12 months our products are sold a little bit below the average price in
Bamburi.

We have put in place business strategies that will help us run on low profits for a period of 6 months; it is
a way of encouraging people to buy into our brand.
2.6 SALES TACTICS

In summary, Nutrition World Fruit Juice Shop will adopt the following sales and marketing
approach to sell our wide range of fresh fruit juice;

• Introduce our fresh fruit juice brand by sending introductory letters to residents,
merchants and other stakeholders at Bamburi town.
• Open our fresh fruit juice shop with a party so as to capture the attention of residents
who are our first targets
• Engage in roadshows in targeted communities from time to time to sell our products
and promote our fruit juice shop
• Advertise our products in community-based newspapers, local TV and radio stations

• List our business and products on yellow pages ads (local directories)

• Leverage on the internet to promote our fresh fruit juice shop brands

• Engage in direct marketing and sales

• Encourage the use of Word-of-mouth marketing (referrals)

.

2.7 DISTRIBUTION.
The business will supply fruits and juice products to the customers who order through the phone or
the customers who prefer their goods at work places.

The owner already has suppliers for the purpose of supply and distribution of the products services.
As the business grows, more means will be introduced.

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 CHAPTER THREE

3.0 BUSINESS MANAGER AND QUALIFICATION

• Accountable for increasing management’s effectiveness by recruiting, selecting,

orienting, training, coaching, counseling, and disciplining managers;
communicating values, strategies, and objectives; planning, monitoring, and
appraising job results; developing incentives; developing a climate for offering
information and opinions.
• Responsible for creating, communicating, and implementing the organization’s vision,
mission, and overall direction – i.e., leading the development and implementation of
the overall organization’s strategy.
• Responsible for fixing prices and signing business deals

• Responsible for providing direction for the business

• Creating, communicating, and implementing the organization’s vision, mission,

and overall direction – i.e., leading the development and implementation of the
overall organization’s strategy.
• Responsible for signing checks and documents on behalf of the company

• Evaluates the success of the organization

Shop Manager

• Responsible for overseeing the smooth running of the fruit juice shop

• Part of the team that determines the quantity of fruit juice that are to be produced

• Maps out strategies that will lead to efficiency amongst workers in the fruit juice shop

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 • Responsible for training, evaluation and assessment of bar workers

• Ensures operation of equipment by completing preventive maintenance requirements

• Ensures that the fruit juice shop meets the expected safety and health standard at
all times.

Human Resources and Admin Manager

• Responsible for overseeing the smooth running of HR and administrative tasks for
the organization
• Enhances department and organization reputation by accepting ownership for
accomplishing new and different requests; exploring opportunities to add value to
job accomplishments
• Defines job positions for recruitment and managing interviewing process

• Carries out induction for new team members

• Responsible for training, evaluation and assessment of employees

• Oversees the smooth running of daily office activities

Sales and Marketing Manager

• Manages external research and coordinates all the internal sources of information
to retain the organizations’ best customers and attract new ones
• Identifies, prioritizes, and reaches out to new partners, and business opportunities et al

• Responsible for supervising implementation, advocate for the customer’s needs,

and communicate with clients
• Develops, executes and evaluates new plans for increasing sales

• Documents all customer contact and information

• Represents the company in strategic meetings

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• Helps to increase sales and growth for the company

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Accountant/Cashier

• Responsible for preparing financial reports, budgets, and financial statements for
the organization
• Provides managements with financial analyses, development budgets, and
accounting reports.
• Responsible for financial forecasting and risks analysis.

• Performs cash management, general ledger accounting, and financial reporting

• Responsible for developing and managing financial systems and policies

• Responsible for administering payrolls

• Ensures compliance with taxation legislation

• Handles all financial transactions for the organization

• Serves as internal auditor for the organization

3.2 ORGANISATIONAL CHART

owner

Shop
manager

HR manager Sales manager Accountant

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3.2 OTHER PERSONENEL

supplier:

• Delivers customer’s orders promptly

• Runs errand for the organization

• Any other duty as assigned by the sales and marketing executive and shop manager

Greeters/Customer Care Officer/Table Attendant

• Opens the door and welcomes customers

• Ensures that customers feel relaxed and at home

• Handles customers’ enquiries

• Assesses customers’ needs and preferences and make recommendations

• Serves customers in a friendly manner

• Demonstrates a thorough knowledge of fruit juice menus and promotions

• Handles any other duty as assigned by the shop manager

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Cleaners:

• Responsible for cleaning the shop facility at all times

• Ensures that toiletries and supplies don’t run out of stock

• Any other duty as assigned by the shop manager.

3.3 RECRUITMENT, TRAINING AND PROMOTION

The owner intends to get employees from external sources through advertisement. Vacancies
will be advertised in posters which will be stuck around town. The candidates will be required to
apply for the posts which in return, the one who meets the requirements of the advertisement will
be replied and formal day organized for both practical and theoretical interviews.

Oral interviews will be conducted by the manager. After the interviews the proprietor will select
candidates who will best meet the requirements.
Due to financial status, no training of employees will be done during the infancy period but with
time and expanses of the business, the proprietor will offer sponsorship for training employees
within the premises. (Induction training) this will depend on the efficiency and effectiveness of
the employees.

3.4 REMUNERATION AND INCENTIVES

It is the process of rewarding employees for their achievement of organizational goals. For
optimum performance employees need to be motivated by good and effective remuneration.

Majority of the staff will be permanent and will therefore be entitle to get salaries at the end of
each month.

They will be paid as follows.

Table showing wage schedule.

 Job category No of staffs Monthly Total rate
Manager 1 20000 20000
Shop manager 1 18000 18000
HR manager 1 12000 12000
Sales manager 1 `8000 8000
accountant 1 8000 8000
supplier 2 5000 10000
attendant 1 5000 5000
cleaner 1 4000 4,000
total 85000

As soon as the business realizes a reasonable amount of profit, it will adopt a salary scale
increment in order to boost employee’s morale.

The incentives of the firms will dictate the number of benefits that the business should extend to
workers like bonuses and medical allowances.

3.5 LICENSES, PERMITS AND BY-LAWS

The owner will get a business permit from the town council so as to commence the business operations
in the area of operations. This will cost the business 15,000.

We will be getting a license from the trading council allowing us to operate in Bamburi.

3.6 SUPPORT SERVICES

a) Banking

Money will be at cooperative bank Bamburi branch the owner will also get a loan from the same
bank.

b) Insurance

The business will be insured against; theft, fire- the business will be covered by Jubilee
insurance. The owner chose jubilee because of its best services in insurance services as it’s the
best in.

c) Telephone

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The business will require a telephone in order to have effective communication in and out of the
business operation between the staffs hence improvising staff’s cooperation.

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 CHAPTER FOUR

4.0 PRODUCTION PLAN

4.1 PRODUCTION DESIGN AND DEVELOPMENT

For any business to operate there are production facilities required. Operation planning will
highlight how services will be accomplished to meet customer’s expectations. i.e., the activities
that would be carried out for day to day running of the business.

A production process shall be followed in order to produce standard quality products with the
same consistency throughout.
Production is the core function of the business. The business will require human resources,
equipment, tools and machines for maximum production operations on the day-to-day basis to
give good quality products and services.

4.2 OPERATIONAL FACILITY AND CAPACITY

The facility for production will be within the shop since our business does not need a special
room for the production operations. Same goes to the capacity of the facility since the owner will
be doing the production of the juice which will be blending.

4.3 PRODUCTION
The Juice and fruit business has grown steadily over the last five years and have adapted to
the rapidly changing consumer preferences and lifestyle. In recent years, the perceived high
sugar content of some smoothies and juices has forced the industry to adapt its offerings,
thereby offering cold pressed juice. This juice is made by hydraulically crushing fruits and
vegetables without using heat, thereby yielding highly nutritious juice.
4.4 EQUIPMENT OR MATERIAL
The production of smoothies and other fruit juices will require two ram tons blenders so as to
increase the quantity of the juice made thus reducing delays. For smoothies two different fruits
will be blended in different blenders and then mixed in a tumbler. The materials required for
these production process include;

Different types of fruits, two blenders, tumblers and straws.

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4.5 BUSINESS PREMISES
Parts of the fruit shop include;

The owner’s office Shop manager office The store

Accountant office

The fruit display section and selling HR office

area
Juice storage

4.6 GOVERNMENT REGULATIONS AFFECTING OPERATIONS

The proprietor together with staffs shall adhere to the following regulations that
might affect operations

I. Food hygiene act

This act requires the preparation of food to be in hygienic conditions

The proprietor shall therefore ensure that all staff maintains the required standards of hygiene

This is to ensure that the items to be produced will be fit for human consumption to avoid
chances of food poisons that might lead to closure of the restaurant.

II. Health and safety act

The health of workers should not deteriorate during working time

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This act ensures workers are free from dangers that can incapacitate them either fully or partially.
Any staff falling sick will be allowed sick off until recovery fully.

III. Employment protection act

This act prevents unfair dismissal of staff. Any staff to be dismissed will be notified not less than
a month earlier.

IV. Equal pay act

This act specifies that pay must be same for men /women doing same duties that are graded
similar. This shall be adhered to by the proprietor.

V. Environmental regulations

The entire premises shall be kept clean at all times to avoid closure of business by public health
and sanitation.

VI. Equipment and safety

Staffs will be required to read manufacturers instruction before using any machine/ equipment.
To avoid accidents and enhance a longer life span of the machine

Internal rules and regulations

 All workers shall report to work as they are scheduled

 All rooms and working areas should always be kept clean
 Off duty will not be allowed prior permission from the manager
 No drugs and alcohol should be used around the premise
 All staff should at all times maintain their personality in and out of the premise .

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CHAPTER FIVE

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5.0 FINANCIAL PLAN
5.1 FINANCIAL PLAN
The financial plan enables the business to achieve its set goals which are concerned with
forecasting for the future cost and income of the business

By use of financial plan on entrepreneur is guided on how to monitor the finance required to start
operating the business and also how to utilize the money.

Pre-operational cost

They are expenses that the business will incur before it becomes operations. They include

Pre operational cost Ksh

Machinery & Equipment 20,000

Furniture & fittings 35,000

Electricity deposit 10,000

Installation of machines 10,000

License and permits 5,000

Water installations 5,000

Telephone installations 3,000

Advertisements 5,000

Rent 8,000

Insurance 10,000

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 Total 111,000

5.2 WORKING CAPITAL REQUIREMENT

This will be obtained by subtracting total current liabilities from total current assets

The working capital will represent the liquid or cash resources at the disposal of the business to meet its
immediate liabilities thus

Working capital = current assets – current liabilities.

2023 2024
Current assets Ksh Ksh
Cash at bank 100,000 250,000
Cash at hand 30,000 100,000
Debtors 20,000 50,000
Total current assets 150,000 400,000

Current liabilities
Creditors 10,000 15,000
Additional invest 6800 7,500
Total current liabilities 16800 22,500

Working capital 133,200 377,500

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 I.3 PROJECTED CASHFLOW

Particulars 2023 2024

Sales 120,000 140000
Less purchases 36000 46000
Add carriage in 5000 6000
Less closing stock 10000 8000
Gross profit 21000 30000

Less expenses
Salaries &wages 83,000 83,000
Rent 30000 120,000
Water 5000 10000
Telephone 5000 1000
Electricity 20000 4000
Stationery 10000 2000
License 50000 1000
Maintained & repair 5000 1000
Advertising 1000 1500
Transport 8000 12000
Insurance 10000 20000
Interest 3500 5000
Total expenses 230,500 260,00
Net profit 465,000 457,00

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 As at dec 2023 As at dec 2024
Fixed assets Ksh Ksh
Machinery & Equipment 25,850 38,000
Furniture and fittings 24,900 41,000
Total fixed assets 50,750 79,000

Current Assets
Cash in hand 30,000 120,000
Cash at bank 100,000 280,000
Debtors 20,000 60,000
Stock of materials 30,000 35,000
Stock of finished goods 26,000 30,000
Total assets 206,000 525,000

Current Liabilities
Occurred expenses 60000 60000
Creditors 40500 30000
Bank overdraft 8640
Total current liabilities
100,500 98,640

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