Professional Documents
Culture Documents
I. Objective
Our objective is to deliver products that will meet the satisfaction of our target customers mainly in the urban dwelling of Kibera.
Our motto is KEEP IT SIMPLE. Preserve the sensation of age old tradition of relishing mandazis for the family breakfast. Our product range will be affordable targeting low end customers yet maintaining the quality and standards in the baking industry.
Management Strategies
Maintain a focus on quality product with bottom-line growth through cost reduction and optimal performance. We also focus on technology to enhance productivity.
Funding Resources
With the current economic situation most households are unable to afford the price of bread. To substitute this need 1 or 2 packets containing 6 mandazis each will suffice.
Market Opportunities
The sprawling Kibera slum with an approximate population of 350,000 persons. We have a close proximity to our target customers. Despite the economic trends the population growth in the slums is on an upward surge.
Business Location
The Langata Area, Ngei Phase I, situated 200 meters away from Kibera.
Growth Opportunities
The opportunities for growth are excellent driven by buying patterns and a readily available consumer market.
V The Competition
Increased profitability in the industry suggests that people are becoming dependent on fast food than they have ever been.
Angels Mandazis Currently the only brand of mandazis distributed in the Kibera area, Kiosks, and small retail shops in the vicinity. They are based in Hurlingham. Road Side Cooks/Sellers
VI Marketing Plan
Our customers will require on a daily basis, fresh mandazis on the go. We shall base customer needs against other products offered in the market and aim to earn their loyalty.
Quality preparation, storage and offering a freshly prepared product will have consumers coming back for more.
Word of mouth advertising via quality output has proved to be a strong selling point.
15 years experience in Marketing. Quick delivery, with a fine reputation for a quality will answer the demand for a fast fresh product. We shall have a single distribution point for collection of our product. We shall rely on bicycle suppliers to distribute our products to the retailers who will eventually reach the consumers.
The products we aim to market are very basic and do not require professional expertise. Training will be home based. We shall use professional recipes and will have our products standardized by the Kenya Bureau of Standards.
Pivotal Employees
Consultants
Our long term goal is to establish a fully fledged bakery with a view to expanding our product range. In the short term we will expand our client base.
IX Financials
Ashleys Confectioneries will be managed as a sole proprietorship with a single investment partner. The Sole Proprietor will be responsible for sales/management and finance/administration areas, respectively. The investment partners will provide funding which will cover start-up expenses and provide a financial cushion for the first 3 months of operation.
Start-up Summary
Ashleys Confectioneries is a start-up company. Financing will come from the investment partners' capital. The following detail illustrates the company's projected initial start-up costs.
Start-up Requirements
Start-up Expenses
Kshs
Ashleys Confectioneries will succeed by offering consumers quality bakery products at a competitive price.
Competitive Edge
As the table shows, Ashleys Confectioneries anticipates sales of about 6,912,000.00 in the first year, Kshs 7,603,200.00 in the second year.
Sales Forecast Year 1 Unit Sales Mandazis 6,912,000 7,603,200 Total Sales 6,912,000 7,603,200 Year 2
Year 1 Sales Direct Cost of Sales Total Cost of Sales Gross Margin Gross Margin %
Year 2
6,912,000 7,603,200 6,010,990 5,276,238 6,010,990 5,276,238 901,020 1,790,960 13% 30%