BUSINESS PLAN

Caribae Organic Makeup & Beauty Bar

Natural Beauty for the Caribbean Woman
Change the way You look & Change Your Life

Prepared By:

Cindy Lakhram

Lecturer : Ms. Judith Webb

Change the way you look and change your

life.

EXECUTIVE SUMMARY
The purpose of this business plan is to furnish information to persons of business interest to the
firm. The business is owned and developed by students of the Entrepreneurial Studies course and
will be located in Central Trinidad. The business produces pure natural, organic cosmetics
including lip & eye products, mineral make-up powders, skin creams, body lotions, masks, aroma
therapy, natural handmade soaps and hair extension for wholesale and retail sales. Once
successful this business will be extended by partnering with a beauty spa thus providing customer
with a holistic beauty experience and best of all its totally natural thus reducing chances of
allergic reactions and its eco-friendly.

Based on the financial and competitive analysis presented in this plan, Caribea Organic Makeup
and Beauty Spa. will be successful. It is anticipated that Caribea will become the leader in market
share of its business level (small to mid size) market within six years. Caribae tag lie Caribae
change the way you look your life is Nature Tested, Nature Approvedalso will assist the
company in capturing the market from its competitors.
Company Overview:
Name: Caribae Organic Makeup
Date of Launch: 20th September 2015
Owners:
Christine , Cindy , Kember, Sash and Sarah- Petal
Product: CARIBAE ORGANIC MAKEUP & BEAUTY SPA
Chemical free organic makeup and beauty center.
Proposed Products:
Phase 1: Manufacturing and selling of healthy chemical free organic makeup. Specially made for
the women of mixed races who tend to have a variation of skin tones and under tones. The
makeup product ranges from foundations, powders, bronzers, eye shadows, mascara, eye liners,
lip balm and lip sticks.
Phase 2: The manufacturing and selling of makeup brushes using strictly organic raw materials
and organic hair extensions to match all hair types.

Phase 3: The acquisition of a beauty spa to provide our customer with a holistic beauty
experience.
Departments
Finance
Public Relations
Marketing & Promotion
Product Development/ Testing
Human Resources
Outlet manager

Investments:
Total capital investment required:
Borrowed capital (loan from EDCO bank):
Total partners investment:4
Each partners capital:
All the ten owners and administrators of Caribae Ltd. will be equal partners and the profits
sharing ratio between them will be equal.

Introduction
Within recent times there has been an increased global awareness of health concerns due to
prolonged use of chemicals in skin care products as well as the need for organic makeup that can
resist the harsh tropical weather. This need propelled the idea for CARIBEA LUXURY
ORGANIC MAKEUP & BEAUTY SPA. Founded in Trinidad and Tobago CARIBAE LUXURY
ORGANIC MAKEUP AND BEAUTY SPA is the manufacturer and distributer of a one of a kind
organic makeup and holistic spa experience especially for the Caribbean woman.
The business will have great significance in the present day context of increasing demand for
manufacturing to adhere to environmentally friendly practices and the need for an eco-luxury
brand of makeup. The manufacturing of makeup, brushes and hair extensions will be done at its
production site. The finished product will then be transported to its customers which will be
beauty parlors, pharmacies, cosmetic stores.
At first CARIBAE will be focusing on the Trinidad and Tobago market. The second phase will be
to expand product line and then given the recent CARIFORUM development, CARIBAE is hoping
to strategically position itself and resources with an aim of establishing its brand as a necessity of
the buyers in the larger market. The company will follow a strategic positioning approach for the

target market. Caribae will take into account the income and behavioral factor of the buyers while
designing the products. It is important for the company to understand the consumer behaviour
before it goes into such a market. The consumer for the first time will have a premium product
which is eco-friendly, healthy and affordable catering to the unique Caribbean womans needs.
The average lipstick brand vs CARIBAE organic lipstick ingredients

Business strategy
Our business strategy will include the determination of the most beneficial product market in
term of establishing itself in this new product segment. The most important factor for the success
of CARIBAE LUXURY ORGANIC MAKEUP brand is the perception of the consumer and to
what extent it can build a positive image in the consumers mind. The intensity of the business
environment, the sustainable competitive advantage of a quality product will give it a strong base
to build the market. It is important for us to adopt a different strategy for the CARICOM market
since it is composed of more diverse composition of buyers as well as those who will buy for
their non- Caribbean customers. Thus, we shall introduce some new strategies so as to establish
our self in the international market but before this is done we seek to develop a strong national
customer base.

VISION STATEMENT
In six years, Caribae Luxury Organic Makeup will become the premier skin and hair care
product manufacturer and seller in the natural products market globally.

VISION TRIGGER
The main vision trigger will be the catchy slogan: Caribae change the way you look and
change your life - nature tested and nature approved. The vision trigger will emphasize the
premium quality of its products as well as representing that everything about the business will be
good for its customers. This will include fast service, healthy, premium quality beauty products,
and a selection broad enough to meet the needs of individual customers.
MISSION STATEMENT
Caribae Luxury Organic mission is presented below:

We, the employees and management of Caribae Luxury Organic Makeup ,

make this pledge to you, our valued customers:
We pledge that we will provide healthy, colorful, youthful, longlasting
cosmetics to our valued customers.
We pledge that we will be good community citizens, respectful of the
environment, and friendly neighbors to the surrounding businesses.
We pledge that we will always present a positive public image and make
our establishment one that you can visit with safety and peace of mind.
We pledge that we will be responsive to your suggestions and concerns.

MARKET FEASIBILITY
Description of the industry
The cosmetic industry is Trinidad can be described as a rapidly growing industry. Customers are
always demanded the latest trends and high quality products. The main locally made cosmetic
manufacturing is world renowned SACHA cosmetics. The beauty industry opportunities can be
broadly separated between products and services, though many providers offer both. Within both
products and services, however, exist a wide range of business models based on target market,
production processes and location.
From exfoliating soaps and volumizing shampoos to anti-wrinkle creams, the beauty industry
provides us with choices galore to keep us looking younger and healthier. Cosmetics exist for
every style and taste, as well as every skin tone, texture and even allergy. What differentiaites
CARIBAE is its manufacturing process such as using all natural ingredients and our refusal to
use animal testing on products.
While the diversity among service providers is not quite as extensive, there is considerable
differentiation between offerings based on price, location and target markets. Some businesses
target the inexpensive, fast hair cut market while others focus on providing a luxury spa
experience. Franchise opportunities exist for hair salons, skin treatments, nail care, and tanning.
Niche providers offer products and services focused on children, weddings, and fashion, among
others.
Current Market Analysis
Consumers of beauty industry products tend to be brand loyal, and share what works for them
with their friends. 58% of those surveyed claimed that personal recommendations weigh more
heavily than celebrity marketing, and only 44% bought a particular product for its claim of
specific product attributes. Like many things, beauty products gain a level of familiarity and
comfort for the consumer, and switching to a new product often takes some extra incentive.
Popular and successful marketing campaigns in the beauty industry often include a free sample
and discounts for referrals to lure new customers in, and loyalty programs to keep them.

Competition
Our main competitors are SACHA cosmetics, CariMia cosmetics, Black Opal, and foreign
rivals such as MAC, REVLON, Maybelline, Loreal etc.
But we are confident that CARIBAE will be a market leader because of the availability of
the raw materials and individual marketing strategy.
Beauty Industry Franchise Opportunities
From product innovation, organic industry growth and continued growth into the international
market, the beauty industry CARIBEA will continue to offer a diverse set of profitable
franchising opportunities. Beauty franchises exist across the space with dozens of strategies
reaching all types of consumer.
Different Beauty Franchise Opportunities

Hair Care
o Stylists
o

Salons

Shampoos/Conditioners

Coloring Product

Styling Product (Gels, Sprays, etc.)

Cosmetics & Skin Care

o

Make-Up

Moisturizing Lotions

Tanning Salons

Sun Care Products

Fragrance
o

Perfumes

Body Sprays

Cologne

Deodorants

Miscellaneous
o

Nail Polish

Shaving Products

Massage Parlors

Hair Removal Service

POTENTIAL BUYERS AND SOURCES OF

REVENUE
Beauty Buyers
Natural Trade show attendees
Retailers & wholesalers
The Beauty Buyers as we call them are the main target as they are women from 15 years upwards
these are women who value the quality, innovation, want the latest trends and are sensitive to
the manufacture process, ingredients of the products that they use and are conscious of the long
term effects of the products and value these items over sheer price of the products.
Hair and Beauty Trade show attendees are very attractive population segments who are a much
targeted market for the products. These customers are very focused on what sort of products they
are looking for and so choose the annual hair and beauty trade show which occur annually at
various locations throughout the country this year it will be held at the RADISSON.
Finally, retailers & wholesalers (such as Spas, other resellers) who either access the impressive
website of CARIBAE or through contacts generated directly by the marketing end of CARIBAE
based upon leads received through various channels, who are generally very knowledgeable
about the market/price structures.
REVENUE:
Revenue will be earned from the sales of our products and provision of services
Sources of Cash
1. Personal Funds. The owners have invested $80,000 into the business.
2. Loan Proceeds. The owners have been using $50,000 small business loan from NEDCO.

SALES PROJECTIONS

Caribae being on a new unique business, will have a good advertising strategies, sales
promotions, offers to attract more customers and to make them more familiar to our brand. Due

to our technique of production and distribution, even after entering the market on a segmentation
basis and use of organic inputs our cost nearly 15% less than the cost of our competitors, but with
the concept of healthy natural makeup and beauty from the inside and outside we anticipate our
sales to be around 50,000 to 60,000 units per month..