Herbal Medicine and Cosmetics: A Business Perspective

This assignment delves into the world of herbal medicine and cosmetics, examining their potential applications in business. It discusses various aspects such as production, processing, and marketing strategies, while also highlighting the importance of sustainability and social responsibility. The assignment provides a comprehensive overview of the industry, including its benefits, challenges, and opportunities, making it an essential resource for students and professionals alike.

Business Development Report &
Research Reflection

EXECUTIVE SUMMARY
The present business proposal is about BioCatcher which will establish its business in
Valletta(Malta) in cosmetic sector. The business idea is completely based on herbal beauty
products that will going to be offered in retail stores of BioCatcher, shopping mall and e
commerce sites in Valletta. The place is completed surrounded with sea and islands, thus the
place if popular among tourist. Malta not only attracts tourists but it also influences interest of its
customers to visit beaches many times. Visiting beaches on regular basis creates various skin
related diseases to customers like tanning, sun burn , skin allergies etc. This can be seen as the
threat for people which has been used by BioCatcher as the opportunity for choosing Valletta as
the best place for business expansion.
BioCatcher will locate its retail outlet near beaches and shopping malls as these places
are very crowded and it would be easier for them to grab attention of customers. The estimated
profits of BioCatcher in first year will be €7600 and this ratio will increase every year.
BioCatcher will initial focus on successfully becoming successful in Malta and after attaining its
targeted goals and objective it will move for expansion in international market. It has been
assumed by the top management of the company that its revenue figures will increase with 15%
in every year. It is predicted that revenue earning percentage of BioCatcher will increase with
coming years.
BioCatcher will register as private firm in (Valletta)Malta and it will be operated by
total five shareholders who will manage all business activities. These shareholders are highly
experienced and are successful in their respective career zone. The company has targeted middle
to higher class people of Malta for its herbal beauty products at the initial stage. But, after
establishing successful business in Valletta, its top management has planned to focus to
minimising their product prices in order to retain its customers for longer period of time.
Business opportunity of BioCatcher has been accessed by adopting both the primary as
well as secondary sources of data collection in grab authentic information within the provided
time frame. Online surveys were also be selected by the company to adopt its customers in order
to analyse perception of local people as well as tourist of Valletta. This feasibility test have
contributed in accessing desired information by which it has been identified that scope of herbal
beauty product in Malta is very vast. The chosen place for establishment of BioCatcher is best
for herbal cosmetic product as its customer are already facing issues related to skin and will

easily accept new product with natural ingredients. As a result, it can be said that business
opportunity for herbal beauty product is very broad and profitable for BioCatcher in Valletta.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
TOPIC: Business plan about herbal beauty products offering........................................................6
BUSINESS DEVELOPMENT REPORT ......................................................................................6
Introduction.....................................................................................................................................6
Rationale.................................................................................................................................6
Vision ....................................................................................................................................7
Mission...................................................................................................................................7
Design and structure of report................................................................................................7
Relevant Models and Information sources used.....................................................................8
Assumptions...........................................................................................................................8
Timescales for Achievement..................................................................................................8
BUSINESS CONCEPT...................................................................................................................9
Product and services...............................................................................................................9
Target Market.......................................................................................................................10
Value Added.........................................................................................................................10
Specific features...................................................................................................................10
Who is involved....................................................................................................................11
Windows of opportunity.......................................................................................................11
FEASIBILITY RESEARCH.........................................................................................................12
The Feasibility Plan..............................................................................................................12
Primary and Secondary data needs.......................................................................................12
Research Methodologies......................................................................................................13
5 Key areas of feasibility research........................................................................................16
Ambition Vs Ability.............................................................................................................31
The Business Model.......................................................................................................................32
The core strategy..................................................................................................................32
Business Canvas Model........................................................................................................32

THE BUSINESS PLAN................................................................................................................38
Potential risk for BioCatcher................................................................................................41
Critical Factor for Success....................................................................................................42
Visibility of the plan.............................................................................................................45
Visibility of budget and investment.....................................................................................47
REFERENCES..............................................................................................................................48

TOPIC: Business plan about herbal beauty products offering
BUSINESS DEVELOPMENT REPORT
Introduction
Present business proposal is regarding a new organisation named as “BioCatcher” which
will offer herbal beauty products at market place. The company which was chosen for this
research is Malta who wants to establish its production unit and office. Herbal Beauty products
are referred as the cosmetics which are formulated with the usage of natural ingredient. Natural
ingredients are free from synthetic chemicals and are helpful in curing skin from different skin
allergies. These products also helps user in improving quality of their skin and provides them
best result in reducing acne, wrinkles and sun effects (Cairncross, 2014). Natural products are
not only enhancing beauty of user but it also makes skin healthier and antioxidants.
Rationale
The main rationale behind choosing this business idea is that with the increase in
exposure to new market business opportunity is also increasing. Due to this demand of herbal
beauty products across the world is rising. Along with this, another reason which have influenced
for this business concept of starting cosmetic herbal company in Malta is the inconvenience of
customer while finding out suitable natural beauty products for themselves. As per evaluation of
past records based on cosmetic industry and experience of users it has been identified that
normal cosmetic users are suffering from many skin related issues which have generated scope
for herbal beauty products at market place (Kolk, 2016). As a result, increasing side effects of
artificial beauty products has provided an opportunity to BioCatcher for starting its business with
herbal beauty products in Malta. Being the capital city of Malta, the location offers a wide range
of infrastructure facilities, transportation and raw materials that are essential for making the
natural cosmetic products of BioCatcher. This makes Valletta a strategic location for new
businesses that are striving to gain a high stake in market and build their brand image so as to
attract a large number of people towards the high quality herbal products manufactured by
company.

Vision
“To offer herbal beauty products to society and become influential natural skin care
company across the globe”
Mission
“To become a leader in herbal cosmetic industry and make quality products accessible to
customers by using high end technology”
Design and structure of report
Present business proposal of BioCatcher is mainly divided into five subsections which are
defined as below with separate brief description of each part.
Introduction
The first and foremost part of this business proposal is basic introductory section which
includes brief description about herbal beauty products. It will also include information about
rationale of the business proposal, mission, vision of the organisation, future assumptions and
timescale for overall proposal.
Description about business concept
In the next section appropriate description about main concept of business that is
offering herbal beauty products in Malta is going to be discussed. It will also includes
information about products and services, target market, value added factors, special features and
people who are going to be involved in implementing overall business plan.
Feasibility research
This section will describe about information related to research methodology by the
company feasibility of the current business proposal can be checked. It will also define
feasibility of whole project in terms of product, industry, organisation, market and financially
that whether this concept will be profitable for BioCatcher or not.
The Business Model
This section will now provide information regarding business models and description
about its each and every element, theoretical frameworks, various strategies which will going to
be used by BioCatcher for gaining competitive advantages within the same industry. It will also
include information of business canvas Model and how it fits in similar scenario.
The Business Plan

The last section will describe about overall business plan. It will gain an insight into the
potential risks of mentioned business, its opportunities, , viability of this plan, expected budget
and investment required for the same.
Relevant Models and Information sources used
In this business development proposal, information will be gathered on both the primary
and secondary sources of data collection. In primary sources, questionnaire technique will be
adopted for analysing perspective of relevant stakeholder of the company. On the other hand,
books, journals, online articles, records of dermatologist will be be used as secondary sources in
order to obtain desired views on the same concept from different people (Cosgrove and
Rijsberman, 2014). Along with this, Porter's five forces analysis will be used for analysing
competition in this herbal beauty products industry in Malta. This will help company in
understanding actual scenario of market place and scope of herbal beauty product in the chosen
location.
Assumptions
While developing business development proposal for BioCatcher, company understood
that people of Malta are now aware side affects of synthetic ingredient oriented cosmetics. They
are facing skin related issues by using normal beauty product. Therefore, it will directly open up
possible chances of success for organisation in this location. Thus, it is being assumed by the
company that if they will use complete herbal ingredient and offer herbal beauty products to
customers then they will definitely accept it as it will not harm their skin (Wilton, 2012). It is
also assumed by founder of Biocatcher that at the starting stage their profits will not be much
but with passing time it will definitely get enhanced. As per the estimation, it can be said that in
the 1st year of business Biocatcher will get around €7600 of revenue. It further increases with
approximately 15% in next year. This enhancement of percentage ratio of revenue will going to
be raised with the passing years.
Timescales for Achievement
Work on this project will start from February 2018. Before March end or April starting
market research for this business concept will going to be conducted in order to identify potential
risk for BioCatcher company in Malta. In the First week of May, specific locations for
warehouse, production unit and retail store will going to be finalised. At the same time, proposal

will be prepared to attract potential investors for resolving funding issues. In June, application
for legal licenses will be forwarded. After winding up all these activities, founder of BioCatcher
will connect with Human resource consultancies in order to hire best suitable and experienced
staff who could work with this company for long term. This whole procedure will going to be
finished till October end. As per overall procedure of work, it is estimated that BioCatcher will
open up its official office and production house in the starting of December and their products
will be available in retail store of Malta from 1st of January after clearing their internal quality
checking procedure.
BUSINESS CONCEPT
BioCatcher belongs to cosmetic industry which will offer herbal beauty products in
Malta. The company will handle everything at their own that means from manufacturing to
selling it to customers. It has finalised special research and development department who could
deeply analyse natural plants and other ingredients which can be used for making beauty
products with no side effect. Product range of this company will give opportunity to the citizen
of Malta to enhance their beauty with chemical free products.
Product and services
BioCatcher will going to offer huge range of products and services to its customers in
Malta. Its products portfolio is divided into some sub sections, every section contains many
products that are defined as below:
Skin care Body care Hair care Aroma Therapy
Face wash
Moisturiser
Face spray
Toner
Scrub
Creams
Sunscreen lotion
After sun lotion
Lip balms
Bath oils
Body Wash with
variety of flavours
Bath salt
Body scrub
Lotion
Hair cream
Serum
Cleanser(Shampoo)
Hair growth oils
Conditioners
Hair colours
Massage oils
Essential oils

All of these products are paraben free and are helpful for customers in enhancing their
beauty effectively without any side effect or infection. These are the most common products
which are used by customers in their regular lifestyle. Apart from these products, Biocatcher also
offers skin related services to its customers like free skin consultancy services, home delivery
services, free trial of products before purchasing etc. The company will hire some skin expertise
who can give free suggestion to the visitors of retail store. Human resource team will finalise
these expertise on the basis of their experience in the same field (Goldratt, 2017). These
expertises will also give some beauty enhancement tips to customers which will influence them
to remain loyal with the company for longer period of time.
Target Market
Market segmentation refers to the procedure by which an organisation divides whole
market into specific groups on the basis of different characteristics of customers. This kind of
segmentation is mainly of four types that is geographic, psycho graphic, demographic and
behavioural. Customer segmentation for BioCatcher will going to be done on the basis of
demographic type of segmentation. In this company will further segments their customer zone on
income basis in which they only target medium and higher class customers who are much
conscious about their skin and tries to find out pure natural products for enhancing their beauty.
The main focus of the BioCatcher will stick to targeted customers of Malta only. But, with the
passing time this company will also expand its business in other countries too.
Value Added
There are many companies at market place which are offering herbal products in Malta.
But, BioCatcher is completely different from them as it is also providing skin care advice to its
customers from medical expertise. This can be seen as its value added service which separates
the firm from its competitors.
Specific features
BioCatcher will going to be the only company across Malta that will manufacture all kind
of natural beauty products in their production house. Along with this, the company also works
more on research and development area in order to identify new natural ingredient that can be
used by them to enhance quality of their products and give best results to its users. Herbal
products produced by BioCatcher will have soothing aroma that will provide best using

experience to customers. In addition to this, BioCatcher will also offer its products to customers
through e-commerce sites. This will help customers in buying herbal beauty products of
BioCatcher easily without going to its retail stores (Kolk, 2016). Thus, its products and services
will provide completely new and unforgettable experience to its customers.
Who is involved
BioCatcher is a company of herbal beauty product and company will establish its
business as a private firm. For this, help of various stakeholders will be taken first and foremost.
These shareholders are Head of Research and development team of Ayurveda, One leading
business man, ex-Marketing head of one competitor company, along with this two close friends
of founder will also be involved. These shareholders have equivalent percentage of profit and
loss. They will equally responsible for the success or failure of company in future. All of the
major and essential decisions will be taken by these shareholders with mutual discussions
(Charles Jr, Schmidheiny and Watts, 2017). Ex- marketing head of competitors company will
take instant decisions related to marketing team as this person owns good range of experience in
this specific zone.
Windows of opportunity
Valletta is the capital of Malta, the city is popularise for its World Heritage Sites that
makes it rememberable for visitors. The city is surrounded with many beaches and attracts
visitors to visit it number of times. As per evaluation, it has been seen that its localise citizens are
tourists are spending their free time in near beaches which impacts negatively on their skin tone
and gives them high tan. Along with this these people are educated enough who knows about
increasing skin diseases with the usage of synthetic products (Picciotto and Mayne, 2016). Thus,
it creates opportunity for BioCatcher to start its business of herbal beauty product in Valletta as
their positive chances that its citizens and visitors will accept these products. BioCatcher also
offers completely herbal beauty product range for all age group. This also attracts attention of
visitors as they could use its sun protection collection of creams before going to beaches.
Business opportunity for BioCatcher is broad could even target localise citizen of this city as
well as tourist too with best herbal beauty products.

FEASIBILITY RESEARCH
Feasibility plan can basically seen as the study which is being conducted to analyse that
whether the proposed business concept or thought will be successful in future or not. Feasibility
of project can be checked in many terms like technically, estimation cost and profits. For the
present business idea, its feasibility analysis can be done on the basis of certain factors that is
product and service, market, financial industry and organisational factors.
The Feasibility Plan
Feasibility plan can basically seen as the study which is being conducted to analyse that
whether the proposed business concept or thought will be successful in future or not. This plan
based on three main elements that is in depth research, collection of data and a supportive
evidence for provided sources. In present feasibility study for BioCatcher, at initial stage in depth
study will going to be done about present status of herbal beauty product in Valletta (Malta).
This market research will help the founder of company in understanding views and thoughts of
localise citizen about natural products. For effective feasibility plan, data will be collected from
local people and tourist of Valletta in order to check that how many of them are aware about
herbal beauty products and its effectiveness (Johnson and et. al., 2016). The overall feasibility
study will depict that business proposal of BioCatcher about herbal beauty product should be
carried out in Valletta or not. It also includes certain step that will going to be followed by the
founder of BioCatcher. All of them are represented below:
Primary and Secondary data needs
For checking feasibility of business plan, it important to collected information from
different sources in order to find out actual result. Basically, data collection methods are
classified into two types that is Primary and Secondary method. Both of these methods are
defined as below:
Primary method: In this method of data collection, information is directly collected
from respondents. This information is totally fresh and raw for users. Primary data can be
gathered by using different sources like interview, Questionnaire, field trial, observations, focus
groups, surveys etc (Weaver and et. al., 2017). Even though, this method is effective and
provides right information but still it is not feasible for kind of investigations. With reference to
the present business case of BioCatcher, it can be said that primary method of data collection is

not feasible for current investigation as the chosen business concept is not even implemented.
Therefore, it would not be feasible for owner of BioCatcher to conduct primary research at
marketplace. This is because, customers or targeted people of Malta will not be able to give their
actual perception about the business concept which is not even existing. On the basis of this,
business owner of BioCatcher will not be able to grab right information for the business
establishment and growth in effective way.
Secondary method: Under this, gathered information is based on work of someone else
or any past research. It can be collected from different sources like books, journals, newspapers,
magazines, online articles etc.
In order to conduct good feasibility research for BioCatcher, Secondary sources of data
collection will going to be adopted so that best results can be obtained within available time
frame. In addition to this, secondary sources of data collection will also contribute in
understanding core knowledge about the work so that gathered information will help business
owner in developing right strategy for the same. In secondary sources online articles will going
to be chosen in order to find out thoughts of other people on the similar business concept. Along
with this secondary information will also help out in improving knowledge on the market and its
relative available business opportunities. These opportunities will help business in its growth in
quicker manner.
Research Methodologies
Research methodology is a technique of collecting, interpreting and analysing data and
information. It is a way of selecting and evaluating results. Better understanding of data is
important so that research will provide correct results. Research is basically finding solution to a
social or scientific problem. Research methodology provides a systematic way to researchers to
solve problems in their research. Different kind of problems are solved by different
methodologies. It is very important for the investigator to choose the correct method for research.
It will help to find the result of the problem within given interval of time. In addition to this,
furthermore it can be said that uses of right methodology will help investigator in attaining
accurate information on the stated business concept that would result in its success after its
implementation. With the help of these tools and techniques investigator will gather information,
analyse it and later interpret in effective way so that appropriate conclusion can be made on the

same. The methodologies also ensures that conclusion is formulated according to the represented
research objectives.
5 Key feasibility research areas
In order to check out feasibility of the business concept of herbal beauty products
company named as BioCatcher, its owner is required to go through certain areas for checking out
that whether they are going well or not. The five main core areas from where feasibility of
business plan can be checked out in effective manner are products or services, market, industry,
financial and organisational feasibility. Effective analysis of all these areas will contribute in
analysing capability of the business concept at marketplace that could lead to achievement of
competitive advantage. Along with this, feasibility check will also lead to enhancement of
business sustainability at marketplace.
Products and services feasibility
BioCatcher is new business concept that is related to herbal beauty products that will
going to be offered in Valletta, Malta. This area of feasibility will check out capability of the
company in terms of its products. It can be said that products or services of an organisation is
considered as its core part as the quality of the product shows that how the effectively the
company is working. Here, business owner checks feasibility of product by matching the quality
of its offering with its competitors working at marketplace. In this regard, at initial stage
manager of this company focuses on analysing which products they are required to offer at
Malta. For this, they will check out that targeted customers for the business concept are giving
importance to their products or not. In this, manager of the BioCatcher will focus on finding out
different articles available on internet related to herbal beauty products and perception of localise
citizen of Malta over the same. This collection of information will help business manager in
enhancing their knowledge on the marketplace. It can be said that this developed knowledge of
company will also help them in introducing their offering with the new product cosmetic
products with herbal content in it. On the basis of overall gathered information, it has been
analysed that Malta is beautiful place which is preferred by tourist to visit again and again. This
shows that BioCatcher also has business opportunity from the tourist which would help them in
increase their sales performance in future as their products are not only bought by localise people
but they are used by tourists too. In addition to this, it also develops business opportunity for the
company too. Along with this, its has also been seen that environment Malta is harming skin of

its localise people which influences their interest towards the cosmetic products. Along with this,
these people are also aware about side effects chemical based cosmetic products to their skin.
This interest ultimately influences them towards the herbal beauty products. As a result, sales of
the BioCatcher herbal beauty product in Malta is expected to be high.
Result of products and services feasibility
On the basis of results of feasibility research of products and services of BioCatcher, it
has been evaluated that Herbal beauty products will be practically applicable idea for the
company in Valletta. Customers will accept these products easily because they are aware about
its benefits. Along with this, accessibility of these beauty products improves will also attract
local people as well as citizens. The city is also surrounded with maximum youngsters which
enhances feasibility of BioCatcher in Valletta. According to the overall evaluation of products
and services of BioCatcher, the company will be successful in Valletta and will achieve its
targets soon. Along with this, this analysis on the products and services will help owner in
understanding needs and requirement of customers in order to serve them better services. In
addition to this, it can also be said that the information about products and services will also
enhance sustainability of the company effectively. In a wholesum, it can be said that the overall
business plan of introduction of herbal beauty products in Vallete, Malta will be a successful
business concept as people of this country will easily accept products and services made up of
herbs. The customer of also believes that if they will use these kind of herbs based beauty
products then it would be easier for them maintain quality of their skin for longer period of time.
Market feasibility
Market feasibility is basically an examination that any business concern undertakes so as
to measure ability or capacity as well as likelihood which will lead to completion of a business
project successfully. There are various elements that need to be included in a market feasibility
study such as description regarding industry and its background, current market position and its
overall analysis, competitive factors, potential or opportunities that may be available in future ,
sales projections etc. In present scenario entrepreneurs of Biocatcher will have to conduct a
market feasibility study so that they can further assess what strategies are to be adopted by them
for enhancing their market share in Malta. Also by examining market feasibility of Biocatcher
entrepreneurs will be able to project needs of customers along with their future growth options
and sales projections as well. It is quite an important factor that ensures current position of

market as adopting strategies that will help in enhancing profits thereby achieving a competitive
edge against their rival firms.
The above specified image depicts customer's loyalty towards particular brand or product
and their making wearing behaviour in Malta. The image represents purchasing behaviour of the
customers at the time of purchasing cosmetics. This graph is classified in terms of different age
group that means 20-30 and 31-45 age group of people. It states that around 16% customers buys
their cosmetic products from maximum 2 brand as they do not rely on others. Whereas, 50%
believes in buying beauty products from some specific brands which are more than two in
numbers. Remaining 34% of cosmetic user says that they believes in trying different brands in
order to expand their collection. On the other hand, from the customers belonging to age group
of 31-45 years, it has analysed that 18% of customers are stick to maximum brands, 53% prefers
more than two brands according to their requirement of cosmetic products and its accessibility to
them. 28% of them are much comfortable in trying different brands which offers latest products.
From this data, it can be said that new companies entering into this industry can grab attention of
customers by providing completely new product to customers with best features.

Apart from this, it has also been identified that the image directly depicts customer
loyalty towards the herbal beauty products. The overall justification of the image clearly states
that people of today's world are more focused towards the cosmetics. These people are now
focusing focusing on the herbal beauty products as they thinks cosmetic developed with
synthetic or chemical based content are affecting quality of skin and also keeps them away from
the healthy skin for longer period of time. Later on, it has also been analysed that this awareness
of side effects of chemical based cosmetic products has developed opportunities for herbal
cosmetic companies. It has been further analysed that customers belong to immediate young are
more conscious about their skin and prefers to adopt new brand product which can improve
quality of their skin in effective manner. It has also been seen that customers are also giving
preference to the new companies who are introducing new products at marketplace. Furthermore,
it has been also seen that there are numerous of people such as belong to the age group of 31-45,
it has been seen that majority of proportion among these people believes in using single cosmetic
product. This is because, they thinks that if they will stick to single brand of cosmetic product
then they will definitely experience better skin till future.
Along with this, it can also be said that there are numerous of people who are not even
using cosmetic products but still these people are using cosmetic products because of referrals
and suggestions of friends and family. As a result, these customers are using cosmetics products
only at once. This shows that still some of the patients are not conscious towards the cosmetic
products but still they are using the same on the basis of suggestions. It can be said that these
suggestion of respondents will help out cosmeceuticals industry in increasing its sales
performance as people are becoming more conscious about cosmetic products.
On the basis of overall market feasibility, it has been analysed that herbal cosmetic
products of BioCatcher has vast scope in the market place of Malta as the country is consist of
different kind of people who are conscious about their skin. This shows that whenever the
company will introduce its herbal beauty products in Malta the respective market place.
Industry feasibility
Industry analysis refers to technique by which company identifies its actual position in
the same industry in comparison to its competitors (Nitsenko, and et. al., 2016). The main

emphasis of BioCatcher is to check feasibility of cosmetic industry in Malta especially Valletta.
For this, secondary data has been used in order to check industry feasibility for BioCatcher.

The above specified graph represents overall status of herbal cosmetic industry, it has
been seen that this industry is continuously growing in Malta as citizens of this area are now
showing their positive response towards natural products. It is identified that knowledge of these
people is enhancing over side effects of chemical based cosmetic beauty products which also
persuades them to use plants or natural herbs based beauty products. It also states that future
scope of cosmetic industry is bright as people especially women expects to look beautiful
forever. Their expectation will always increase with the changing time. According to the above
represented graph it has been analysed that market size of this industry in 2016 was 11.06 and it
will become 21.78 in the year of 2024. This reflects that feasibility of cosmetic industry is
positive and its market share will continuously enhance with passing time.
Porter's five force model refers to tool which helps in analyzing competitiveness in
industry. It is basically a framework that helps organization in determining actual status in terms
of competition and profits. In order to understand to check industry feasibility for BioCatcher,

this model is best suitable for company. It includes five different forces which helps an
organization in identifying competitiveness within the cosmetic industry. This will also provide
guidance to BioCatcher about their feasibility Malta. All of the five forces are defined as below:
Threat of New Entry: Threat of new entry determines that which firm may enter into in
industry and reduce profitability of firms which are present in the industry. Therefore,
BioCatcher should develop their loyalty with customers. People loyalty achieved through
innovating new products which meet the unique market needs. Herbal cosmetic industry has a
low threat of new entrants due to huge cost of entry & developing a different types of product
which requires a lot of resources in terms of manufacturing process.
Bargaining Power of Customers: Bargaining power of customers defined the power
which consumers have related to price changes strategy in the industry. When consumers have
high bargaining power in Malta than sellers or manufactures are may not predict future demand
by the market (Brady, 2017). This can be a reason for manufacturers and sellers both unable to
achieve long term profitability due to unpredictable market demands. Herbal cosmetic industry
has high bargaining power of customers because of increase competition and availability of
cosmetic products from a different variety of suppliers in Malta.
Bargaining Power of Suppliers: It analyses the power of suppliers which they have
regarding price changes strategy for their product. Suppliers are able to influence customers
through using different techniques like advertisement, market manipulation and hoarding in
Malta. It also has low bargaining power of suppliers because there are large number of market
competitors which delivers the product to the market. There are many products which are
developed by large and small scale manufactures, So industry has low bargaining power of
suppliers.
Threat of Substitutes: Threat of substitute may occur when there are similar products
developed by the competitors which satisfy marketing needs and demand. When consumers have
substitute product which can satisfy them then manufactures are loosing their bargaining power
(Pathak and Nichter, 2018). There are lot of competitors in Herbal cosmetic industry which
increase the high threat of substitute products in BioCatcher industry.
Competitive Rivalry: Barriers to new entry and issues analyses the firm challenges when
they are entering and leaving industry. There are huge costs which involve in developing of new
product, and research costs. Herbal cosmetic industry which stable in the economies scale of

Malta so it can be barriers to new entry for small and middle scale industries. Company also
using so many machines & equipments in developing new herbal cosmetic product and disposing
at good market value which attract to the customers at Malta.
Organisational feasibility
BioCatcher is a natural cosmetic company which will be managed by 5 partners who
owns equivalent ratio in profits and losses. The organisation is at its initial stage so its top
management members are partners only. Major official decisions are taken by partners according
to their assigned responsibility. Specific roles of each members have been defined as below:
Mr. George (20% shareholder): The person is the head of Research and development
department of Malta who conducts regular based research for them. He has conducted many
research on herbs which are used in cosmetics in order to enhance beauty of user. Thus, he will
handle R & D department in BioCatcher and will responsible for every formula by which beauty
products are produced. Along with this, his past experience will also contribute in managing this
department properly in BioCatcher. He will also guide production team about the procedure by
which they can produce good range of products without much rejection.
Mr. Dan (20% shareholder): He is One leading business man in Malta. The business
tycoon has many successful businesses which are owned by them. Mr. Dan will handle
managerial section and will also lead business meeting. Along with this, all major decisions in
BioCatcher are required to be approved by this shareholder as his business sense will secure
company from taking wrong action.
Mr. Josh (20% shareholder): He is the ex- marketing expertise of competitor company.
He owns good experience in same industry and will definitely lead marketing team of
BioCatcher. His experience will help the company in influencing interest of customers towards
herbal products and also persuades them to use these products instead of normal beauty products.
Ms. Rose (20% shareholder) and Mrs. Natalie (20% shareholder), both of these
shareholder are close friends of founder who will handle human resource and operational
department of BioCatcher. The ladies are new in the industry and will take some time to get
familiar with new business concept of herbal beauty products but, their past experience was
undoubtedly excellent (Bijauliya and et. al., 2017). Thus, probability of successful work from
these shareholders is dicey as their might be chances that these shareholder might not take right
decision.

Therefore, overall organisational feasibility for BioCatcher is stable as maximum
shareholders are well experienced which will provide long run benefits to company in Malta.
Financial feasibility
Financial feasibility is an analysis to assess the viability of the project for desired
outcome. It is prepared to check out the degree to which herbal beauty products will be
successful or economically justifiable or not. In context to BioCatcher, financial feasibility of
this new business proposal can be checked by predicting initial investment, projected profit and
Loss, Break even analysis, etc. in order to check its viability that whether they are economically
sustainable in practical terms or not. Set-up capital: Here, for manufacturing and launching herbal products at marketplace of
Malta, the estimated budget capital for BioCatcher is near about £500k. It can be
distributed as 200k Euro for operational activities and production, 100k Euro for
promoting brand in marketplace to reach loyal customers. In addition to this, for lowering
up start-up cost, employers of respective company will hire a building and land on rent
with some initial deposit. Revenue: It will depend on seasonal fluctuation as people demand different-different
cosmetics and beauty items according to season. It has been assumed that majorly people
use sunscreen, lotions and other, in summer season. Therefore, there will be a high
demand of herbal products under this season (Bhagwat and et. al., 2017).
 Break-even analysis: The below mention graph depicts the estimated monthly sales BEP
points for herbal products of BioCatcher. According to key financial indicators, this
analysis estimated approximate 20% gross margin. This prediction will help in improving
and enhancing profitability of business at certain point in sales.

Illustration 1: Break-even analysis
 Return on investment and profit margin: Here, return on investment of BioCatcher is
estimated as around 40% and profit margin as 32%.
Return on Investment
Description Year-1(£) Year-2(£) Year-3(£)
Net Profit 46522.8 49543.6 54574.4
Investment 94020 108542.8 111563.6
ROI 0.494818 0.456443 0.489177
Profit Margin
Description Year-1($) Year-2($) Year-3($)
Operating profit 46522.8 49543.6 54574.4
Revenue 105646.8 110677.6 115708.4
Profit Margin 0.440362 0.447639 0.471655
Ambition Vs Ability
The overall evaluation of this section states BioCatcher will establish its business in
Malta with the concept of herbal beauty products. This concept will work as the beauty remedy
for cosmetic users as product of this company will enhance beauty of customers in effective
manner. Main of BioCatcher is to target customers belonging to middle to higher class as herbal
cosmetic products are quite expensive as compared to chemical based products. It can be said
that product range of this company will provide best experience to customers as it will leave
natural impression on their skin without giving them any side effect or negative spot on their
beauty (Joshi and Nulkar, 2018).

As per the overall feasibility analysis of BioCatcher on the basis of different factors, it
can be said that this company will be become success in Valletta(Malta). Overall findings of this
section has defined that herbal beauty products has lots of business opportunities in Malta which
can be grabbed by them using right and effective marketing strategy. It can be said that if these
opportunities will be grabbed management team of BioCatcher then they will soon achieve their
targeted goals and objective.
The Business Model
The core strategy
Malta is a island country which is one among most smallest nation in the world. But,
population of this place is very dense thus, it is the right place for BioCatcher to establish its
business of herbal beauty products. Due to surrounding of islands, native citizen of this country
are facing many skin and beauty related issues. It ultimately creates scope for cosmetic industry
to enter into this area with best beauty products which will not only enhance beauty of the users
but also improve quality of skin. The core strategy of BioCatcher is to target middle to high class
local people of Valletta and tourists, as both of them will be having beauty issues due to visiting
seashores. In order to capture the targeted customers, Marketing head of BioCatcher will use
social networking sites as well as brochures for enhancing awareness of their herbal beauty
products and its benefits. This team will also use certain marketing approaches like free
samples,discounts, free skin consultation in its own retail store so that customers can buy beauty
products according to their skin type (Chattaraj, Mazumder and Lahiri, 2018). These core
strategies will be helpful for BioCatcher in successfully establishing their business in Valletta
with maximum profits.
Business Canvas Model
Business Canvas Model refers to the sort of business model which is represented in the
specific template. This model includes various components that covers key activities, value
prepositions, key partners, customer segments, customer relationship, key resources, cost
structure, channels and value stream (Vaidiyanathan and Anand, 2017). All of these elements
supports overall business concept and align whole structure in systematic manner. Business
Canvas Model for BioCatcher have been described as below:

Key Partners
 Governme
nt
 Customers
 Investors
 Business
leader
 Ex-
marketing
head of
rival
company
Key Activities
 Marketing
 Collection
of funds
 Recruiting
best
employees
Value
Propositions
 Free
consultati
on to
customer
with skin
expertise
 Involveme
nt of high
experience
d partners
 Side
effects
free herbal
beauty
products.
Customer
Relationship
 Strong
customer
relationshi
ps
 Continuou
s
communic
ation with
customers
Customer
Segments
 Middle-
Higher
class
 Beauty
and skin
conscious
customers
Key Sources
 Financial
Resource
 Human
Resource
 Education
al
Resource
 Physical
Resources
Channels
 Social
sites
 Brochures
 Electronic
Media
 Television
 Live chat
 Website
 Print
Media
Cost Structure
 Fixed
 Variables
Revenue Streams
 Providing products with long
lasting effects.
 Offering free consultancy to
customers
 Maximize profit

 Using best preservative herbs
which stops them to expired
soon. FINANCIAL PLAN
Key Partners
Key partners holds an special place in the business growth or its success as they are the
only one who actually runs business of company. Key partners for BioCatcher are investors,
government and shareholders. All of these partners will help BioCatcher in smooth run of their
business. Government of Malta will give permission to BioCatcher that will allow them to
deliver their beauty products to customers.
All five shareholder will handle operational as well managerial functions in the
company. They will also conduct regular based meetings in company for analysing actual
performance of employees (Samyuktha, Priya and Gayathri, 2018). These meeting will also be
used by the shareholders in order to formulate better business strategy which can give them best
output in terms of profits.
Key activities
Main activities in which BioCatcher will going to be indulged is marketing, collection of
funds, hiring right staff who could work for longer period of time. All of these activities are
defined below:
Marketing: It is the first and foremost activity which will going to be performed by
employees of BioCatcher as they have to popularise their products among customers. For this,
marketing head of BioCatcher who is a equivalent partner as well of this company will use best
possible marketing activity that are helpful in influencing maximum number of localise
customers of Valletta. It includes offering sample products and services two some visitors,
provide heavy discount to customer (Voigt, Buliga and Michl, 2017).
Collection of funds: At next, Company also focuses on collecting maximum financial
funds as it will contribute in executing business activities effectively. This activity can be
considered among the key activities as without this, it would not be possible for company to
implement its planned strategy's.

Recruiting best employees: Human resource department of BioCatcher will conduct
some recruitment sessions in order to hire right employee for company who could work
effectively.
Key Resources
To analyse the above key activities, necessary to have key resources. According to study there
are five key resources for operating a business. These are given below:
Human Resource: It is the crucial part of herbal cosmetic industry which maximize
economic success and great social performance (Zaman and Griffith, 2016). Also increase
employers performance in a service of an employer's strategic objectives. Biocatcher service
providers are well trained and qualified. Therefore, it is necessary resource for the industry.
Financial Resource: These resources covering all financial funds of the industry and
these resources include in corporate capital, stake holders, and business funds which industry
require to make their balance sheet and so on. Therefore, it also affect their employer's work also
they can learn different tools and techniques.
Educational Resource: Educational resources are those resources which are freely
accessible like media and other digital assets which helps to gain knowledge, sharing knowledge
as well as it the part of research and development where R&D department provides some
guidelines and instructions to their employees. So these assets supports the education resources
(Sebastian, Yammiyavar and Jones, 2017).
Physical Resources: Physical resources of herbal cosmetic industry are used to operate
the business or provide product and services. These resources include in raw material, building,
facilities, machinery and equipments and supplies of product. So that physical resources are very
useful for herbal cosmetic industry.
Customer Relationship
Customer relationship is an very important term to manage a company's interaction with
current and potential customers. But in cosmetic herbal industry it is difficult to success a
business because there are lot of small and medium large scale industries which are influence the
customers needs in the market (Mohammad Azmin and et. al., 2016). Company should
understand the customer's decision making process it will help to improves customer
relationship. If consumers are satisfied with the company's product and supplies then they can
make good customer relationship for long time. So that C.R. says “ There is only one boss, the

customer. And he can fire everybody in the company from spending his money somewhere else.”
Herbal cosmetic industry should provide great experience of their products over the customers it
will helps to build customer relationship with the industry. Especially it uses data analysis about
consumers history and customer retention or ultimately driving sales growth. Customer relation
compile the data from a range of different channels such as television, e-mail, live chat,
company's websites and marketing materials which maximize the customer relationship with the
companies.
Customer Segmentation
Customer segmentation is the process of dividing customers in to group based on
individuals that are similar in particular ways related to marketing such as age, gender, interests
and spending habits. These segmentations are divided in to four categories that is Geographic,
Psycho graphic, Demographic and Behavioural (Ganesan and Choi, 2016). Customer
segmentation for BioCatcher taken under the Demographic segmentation. In this industry
segmented according to customer's age, gender, family, size and religion which help to target
those customers who are much aware about Herbal cosmetic products, and who are find herbal
products to enhance their beauty. Organization focuses only Malta customers, but in present time
industry also try to expand their business in many countries.
Value Preposition
Value prepositions refers to the specific benefit or feature which are owned by company
and differentiate them from its competitors. For BioCatcher its value preposition is free of cost
skin consultation with skin expertise, highly experienced partners and Best beauty products with
no side effect.
Channel
Channel refers to the medium by which organisation will transfer its value prepositions to
its customers. In context to BioCatcher, the company will share its values to customers by using
different channels. All of them are defined as below: Social sites: The most common way of promoting service or products is through social
sites. These have taken an essential part in an individuals life nowadays. BioCatcher
products can be advised using social sites like Facebook, Whatsapp, Instagram,
Twitter,etc. Company will make informative advertisements of products of BioCatcher

and deliver to people through uploading videos on Facebook pages, Whatsapp chats,
Instagram page and twitter profile. Brochures: Brochures is another way of promoting products and information about
BioCatcher. Valletta City has several beaches and it is a place where we will promote our
products using Brochures, pamphlets. Local people as well as tourists will be available at
this place. Eye catching brochures and pamphlets will be distributed to people at several
place like beaches, markets, beauty parlours,etc. Electronic Media: People will be informed about BioCatcher products through electronic
media like audio recordings, video recordings, multimedia or slide presentations. This
will be an effective way to promote beauty products as in this way people will get more
précised information about products. Television: Television commercials will be used to make people aware of BioCatcher
products. Reviews of famous actresses and skin experts will be shown in that
advertisement (Thibane and et. al., 2018). This will help to build trust among society. Live chat: Live chat enables customers to talk with sales people, specialists, consultants
of the firm directly. It will be a comfortable way for customers to provide reviews and
clear their queries about product. Website: Online website of the firm will be uploaded on worldwide web. Generally all
kind of individuals refer to website of any company if they want to know anything about
that company's products. An attractive and informative website will help the customer to
know the products keenly.
 Print Media: Products will be promoted through printed media which will include
information given in newspapers and magazines. Print media will provide customer to
know various kind of information and knowledge about BioCatcher products.
Revenue Streams
 Providing products with long lasting effects: In BioCatcher products it has been seen that
they posses long lasting effects on the skin of consumers. As these products contains
natural ingredients they will be more beneficial to apply on skin (Ali, Halim and Ahmad,
2016). Women will be preferring products that will give them long lasting glow on skin.
 Offering free consultancy to customers: BioCatcher firm will be providing free
consultation to new customers as well as to existing customers. This will provide them

with an amazing experience. Customers will get to know more about each and every
issue they face while using beauty products. Customers will be given instructions how to
use the products and take special care of their skin. They will be provided tips for how to
keep their skin glowy and soft for longer period.
 Using best preservative herbs which stops them to expired soon: Every beauty product
contains preservatives to make them usable for longer time. Generally such preservatives
are made by using chemicals (Greenfield, 2018). In BioCatcher products, Natural
preservatives made from herbs is used which will not effect skin of consumers. Other
herbal beauty products doesn't last longer as they do not use herb preservatives. This will
help to attract skin conscious customers.
Cost structure
Cost structure of each industry is different, financial funds are used by organisation on
the basis of their industry and work which is being done by them. Cost structure for BioCatcher
will include fixed cost, variable cost, direct and indirect cost. Fixed cost for the company will
include salary of employees and rent (Press, 2015). Variable cost fluctuates as it totally depends
on the situation and work pressure. For instance: if BioCatcher will get huge order of beauty
products for different stores then their variable cost will raise.
THE BUSINESS PLAN
Business plan is a document that defines a new business of its product or services and
also focusing on the leadership, controlling, staffing, financing and operational models (Sharma,
Kesharwani and Keservani, 2017). Effective business plan for BioCatcher is beneficial for its
future growth and success in herbal cosmetic industry. It also describes the future of organization
that helps to increase long term business plan of the company. BioCatcher creates a loyal
relationship with their customer to maximize their business growth.
Cosmetic industry is one among the fastest growing industry across the world as people
are becoming more skin conscious. BioCatcher has initially entered into Valletta with the
concept of herbal beauty product. Product range of BioCatcher is large enough which covers
overall beauty requirements. This business concept of herbal beauty product entered with the
thought of increasing skin diseases due to chemical based cosmetic products. It has been
analysed that people are look conscious now which influences them to use best cosmetic or
beauty products. It can be said that combination of increasing skin diseases and desire of people

of looking beautiful have provided the idea to introduce completely herbal beauty products. It
can be said people are giving more preference natural cosmetic products as they think its better
to use right and herbal product instead of using synthetic one which might irritate their skin. It is
assumed that people will accept natural products easily because they are aware about it's
benefits.
BioCatcher will initially operate its business in Valletta(Malta), but the company is also
aiming to expand it in other countries too after gaining satisfactory profits. As per the overall
business plan, it can be said that BioCatcher will enter into international countries by around
2025 as till this year company can easily attain achieve their targeted goals and objective in
Malta. It will also be financially well-off till 2025 and can easily influence investor to provide
funds for their business proposal with its past success in Malta.
In order to enter into international market, it is required by BioCatcher to initially work
hard on the success of their products in Malta. After persuading interest of customers
(Local people) and tourist of Valletta, the company will target potential customers at national
level. This means focus of BioCatcher will shift towards overall population of Malta belonging
to middle – higher class who are conscious regarding their beauty. After leading cosmetic
industry of Malta, it will enhance its presence on international customers by providing them
desired herbal beauty products on e-commerce websites and mobile application. This will
improve command of BioCatcher over large scale customers. It will be helpful for this company
to spread knowledge about its products in potential country where they are planning to expand.
Thus, whenever BioCatcher will enter into international market then it would be easier for them
to attract customers towards its most effective products and service. As a result, the company
will gain its desired profits at international scale and soon it will lead cosmetic industry across
the world (.Edwards and et. al., 2015).
Concept of herbal beauty products is not new in the market but its demand among
customers is raising day by day because people are now aware about dangerous side effects of
chemical based cosmetics. BioCatcher will use best marketing activities that ensures that
customers will be aware about its products and services and they will surely buy herbal products.
Best suitable marketing approaches for BioCatcher are defined as below
Online Marketing: In the present time online marketing system is rapidly growing and it
is the form of electronic commerce which allow consumers to directly by goods and services

from a seller using the websites such as Flipkart, Myntra, Jabong and so on. Herbal cosmetic
industry wants to expand their brand name or business through these websites because some
people are not aware about online cosmetic shopping so it will help customer's to choose their
particular product. Also organization have a lot variety of product which will influence
customers in effective manner. There is a one important thing about herbal cosmetic industry
their cosmetic products will be available at affordable price with good quality (Picciotto and
Mayne, 2016). There are consumers who are always looking for interesting deals so organization
will provide many offers such as buy 1 get 1 free, and combo packs of the product, customer
hops across various malls and market which is time consuming but now they can easily browse
from different websites and find the best price or offers from herbal beauty cosmetic company
(Amoo, 2017). Therefore company will use online marketing strategy for their customers and it
will be easiest way to choose good product according to their requirement.
Sales promotion: It is an activity in which company provide heavy discounts to
customers on their arrival and shopping. The marketing is also called as the in-store offers which
are helpful in attracting maximum number of customers. It also boost up the sales of retail outlet
or store. In context to BioCatcher, the company will use promotional method like sales
promotion for confirming that customers will visit outlet and surely purchase its products with
heavy discounts.
Free samples: It is a kind of marketing tool in which organisations provide free samples
to its customers so that they can use it and identify benefits of these products to them.
BioCatcher can tie-up shopping malls in Valletta, where they easily communicate to customers
and provide them free samples. Marketing team will only provide these samples to individuals
who are shopping for some specific amount of money (Kindscher, 2016). It will short list
customers and helps company in providing samples to only limited people. These samples will
aware customers about effectiveness of herbal beauty products. They can also use it for some
time and buy it in future according to their requirements. As a result, customers will have
knowledge about this product and they will definitely buy purchased product in future.
It is being expected that BioCatcher that they will popularise their herbal beauty products
in Valletta as well as Malta within the year by using above mentioned marketing techniques. It
can be said that the company will initially promotes its products and services to targeted
customers whose expected outcome is that sales will raise rapidly. Marketing activities plays an

essential role in the growth of every organisation as it helps in delivering information about
products and services in right manner. After achieving desired outcomes in Malta, it will further
focus on international market and customers available in that locality. As a result, step by step
BioCatcher will become leader of herbal beauty products.
Potential risk for BioCatcher
Herbal beauty products which are offered by BioCatcher are basically made up of natural
plants that are helpful in providing best beauty results to its users. The concept is very beneficial
for customers of Malta as herbal beauty products will maintain their beauty and keeps them away
from skin disease. Positive aspects of this concept has been discussed earlier along with its
benefits for company as well as customers of Malta. Malta is one among smallest country with
high population which attracts many competitor company's to expand their business in this
country as its easier for them to grab customers attention with lesser efforts. But, it also carries
some risks which will become barrier for BioCatcher in its growth. These risk can be seen in
many forms which are defined as below:
Increasing competition: Increasing competition in cosmetic industry with herbal beauty
product is high for BioCatcher as these products are mostly preferred by customers with its
unique USP that they does not give any side effect to customers. It is the major risk for
BioCatcher because raise in rivals list will reduce number of its users. This is because customers
will have more option at market place for herbal cosmetic products and if competitor company
will provide same kind of product in less price then they will definitely switch to them.
Solution: In order to manage this situation BioCatcher will focus on maintaining its
quality for herbal beauty products. Along with this, research and development team will continue
their work in order to identify new herbs which will be helpful in making new cosmetic products
that could give better experience to users. Further, BioCatcher will also focus on reducing selling
price in order to retain their loyal customers for longer period of time.
Lack of awareness about herbal products: Herbal beauty product are available at
marketplace from many years but still information about these products are not clear to people
(Kolk, 2016). Therefore, it can raise as the kind of risk for BioCatcher people of Malta are not
aware about benefits of herbal beauty products which affect its expected sales figures because
customers will not buy products without knowledge.

Solution: For reducing impact of this risk, BioCatcher will use best suitable marketing
activity which will mainly provide knowledge to customers about herbal beauty products. For
this, marketing team will also conduct some seminar in which information of natural cosmetics,
its benefits, used ingredients, effectiveness, prices etc. will be discussed with everyone who are
attending it. As a result, it will maximise knowledge about herbal beauty products among
customers which will ultimately persuade interest of customers to remain loyal to BioCatcher for
longer.
Fund raising issues: Another risk which might be faced by BioCatcher will be related to
fund raising issues (Goldratt, 2017). Malta is very small country, so the owner of BioCatcher has
very few options available to them from which they can fulfil financial needs of the company. It
will going to be main difficulty for BioCatcher to find out suitable investors who could invest in
their company. This will impact negatively on the performance of BioCatcher as they would not
be able to execute their planned business activities with non satisfactory financial support.
Solution: In order to overcome this risk, BioCatcher will initial adopt non expensive
activities for avoiding financial trouble. This will not raise their expenses of the company so that
it is not important for them to approach more investors. Along with this, management team of
BioCatcher will also formulate some right strategies that will help them out in conducting all
business activities with lesser expenses. Thus, they will firstly become successful in Valletta by
influencing local investors of Malta who will provide satisfactory amount to the company o
perform their business work. After this success, BioCatcher will formulate strategies to influence
interest of foreign investors at the time of expansion in international market. As a result, they
will not face any kind of financial issue because during international expansion.
Critical Factor for Success
Critical factors are considered as valuable assets for business which makes it successful.
These factors helps business organisation in achieving their targeted goals and objectives in
lesser period of time without facing much issues related to them. These factors also improves
sustainability of the company at market place. There are numerous of success factors for
BioCatcher which will enhance sustainability of this company in Malta. Critical Success factors
for BioCatcher are defined as below:
Highly experienced management team: Partners of BioCatcher will work as the
management team of this company only which can be taken as its success factor (Charles Jr,

Schmidheiny and Watts, 2017). It can be said that all of the partners are well experienced and
their knowledge in different field will help them in attaining success in minimum time.
Reliability of product: Herbal beauty products are reliable as compared to other
cosmetic products because they will not harm skin of its users. Research and development team
of BioCatcher focuses on finding out new plants and other herbs which will contribute in making
new beauty products. This enhances product range of BioCatcher without compromising with the
reliability of products. As a result, it becomes key success factor for BioCatcher that will provide
long term benefit to them in Malta.
Free service: Free skin consultancy services of BioCatcher provides different type of
samples in their retail stores which will improve buyer's choice also provide correct information
about product. Apart from this buyer can get herbal cosmetics related to their skin complexion
such as cream, foundation. These services will increase the demand of company and it can create
loyalty on their customer. Therefore organization needs to follow some strategies which can
maximise brand's name between the customers.
Marketing Plan
Marketing plan describes business activities involved in specific marketing objective with
in the given period of time by the industry. As per the the targeted customers, industry should
achieve their goals which will be beneficial for the future growth. It plays a vital role in the
company which analyse the market situation, budget, action programmes, sales forecast and
different strategies followed by herbal cosmetic industry (Vaidiyanathan and Anand, 2017). In
other words it is a technique which will decide the best use of its resources to achieve
organization's goals and objectives. In this concept herbal cosmetic industry follow some
strategies to maximize their marketing plan for future growth.
Plan a Budget: When company plan a budget than it has to be focus on their product,
price and place these terms are very useful in budget planning. This concept also determine the
cosmetic product, how will be developed and produced at their contract facilities. So it is a useful
process by which company can earn and expenses their funds accordingly for the future. But
some times it can be completed in one meeting or it can take weeks of evaluating data to analyse.
Therefore, BioCatcher making marketing plan to increase their business in a successful manner.
Marketing Functions

BioCatcher will follow some marketing functions which is necessary for a large business
include performing of marketing research, marketing plan and development of the product for
customer services and customer relation. Marketing function are discussed below:
Market Information: BioCatcher identify the needs and wants of the customer which
involves in internal weaknesses and strength of the company and will uses different segments by
demographic, geographic, social and political for further used in market.
Exchange Functions: Company focuses on the buying and selling functions which is
supported by advertising, personal selling and sales promotion they will helps to enhance
organization's goodwill in Malta.
Physical Distribution: It involves in transporting system where BioCatcher needs to
send their goods from point of production to location for purchasers. It can helps to maximise
customer loyalty or it can build up trust also (Samyuktha, Priya and Gayathri, 2018).
Customer Support: It is the main function of Herbal cosmetic industry where customer
is very important key for organization. It involves handling the customer complaints and
adjustments, credit services, maintenance services and technical services which will focusing on
the customers.
Packaging, Labelling and Branding: These are the very important approach for
BioCatcher which involves designing, package and design of the product. Where labelling
required information about product. Now a days several organizations using this function for
give identity to their product.
Building a strong brand image
Brand image plays a vital role in the society where BioCatcher will build new
relationships with customers for their future market growth. Organization have to use so many
different channels such as social media, online marketing and so on. They will attract the
consumers perception and it will increase strong brand relationships (Wilton, 2012). Therefore,
strong brand image can be benefit in a different manner such as:
Customer Recognition: It means when consumers will buy a product from bioCatcher
than they will recognise about company running position at present. So that they can make a
great deal with Biocatcher and company can make strong relationship with their customers.
Easy Introduction of New Product: When company will have a strong brand and loyal
customers, than it become easier to introduced with new products before further invest in them.

Customer loyalty increase brand image and creates building a strong relationship (Voigt, Buliga
and Michl, 2017).
Competitive Edge in Market: It shows the identity of brands when customer recognize
BioCatcher's product and purchase again this benefit shows that organization can invest more
and more in a effective manner.
Therefore, strong brand image and relationships of BioCatcher are necessary for the
future development growth and customer loyalty in the market of Malta.
Visibility of the plan
Visibility of plan displays plan, strategies and techniques which will going to be
implemented in the chosen business concept. It can be said that a good and strong visibility of
plan is considered as an essential element which contributes a biggest proportion in making
business successful. In context to the present business plan of BioCatcher with the concept of
herbal beauty products, its visibility plan with key concerned points are defined as below:
Create a advance plan: At the initial stage, founder of BioCatcher is required to make a
written plan in order to give specific structure to its ideas. This will be help its founder in
creating desired goals and objective for BioCatcher. This plan will include deep description
about marketing plan, key partners, employees, stakeholders, targeted investors, chosen
customers zone and number of meeting that will going to be conducted in a coming year. It will
work as the guidelines for the BioCatcher in future which will lead its future team in executing
their business activities. Advance plan will also help founder in identifying desired changes that
will be required by this organisation in future for enhancing their sustainability in Malta. These
changes will going to be addressed according to the discussion made with the key shareholders
of BioCatcher. It can be said that visibility plan of BioCatcher will include expected results of
market performance, trend in cosmetic industry of the chosen location, its goals and objectives
with the assumed time period (Zaman, and Griffith, 2016).
Formulate a descriptive plan that clearly states each and every tactics of business:
An effective visibility plan should be self explanatory that includes deep description about
overall business idea. This made it easier for future employees to understand overall strategies
effectively and accomplish them easily in the company. In context to the present visibility plan
of BioCatcher, it will be formulated in elaborative format so that its strategies can easily be
cleared to its key partners and future employees. Along with this, this plan also include deep

description about expected products, key activities, marketing activities, communication tool,
prepared budget, key resources and other related things which will be required by company for
executing this business concept effectively (Mohammad Azmin and et. al., 2016). Thus, in
context to present case, the main objective of founder of BioCatcher to provide herbal beauty
products to localise citizen as well as visitors of Valletta(Malta). It can be said that main
objective of BioCatcher is create demand of herbal cosmetics among people in order to generate
highest return in terms of profitability. BioCatcher will initial require financial resources,
effective management and manpower. Initial investment for this business concept will around
₤25K. Apart from this, top management of BioCatcher will hire skilled employees who could
understand this business concept easily and work for the same effectively. Along with this,
BioCatcher will be handled by its top management who are its partners also. These Key partners
are highly experienced in their respective profession and will contribute in attaining competitive
advantage in Malta.
Adopt clear strategies for business success: This key element states that business
organisation should adopt effective and feasible strategies which provides will contribute in
enhancing their sustainability at market place. In context to BioCatcher, top management of this
company will use modern promotional tools for spreading awareness about its products in
Valletta. One of it key partner(Marketing head) is guiding its employees use e-mails. Campaigns,
blogs, online promotions and many other promotional technique in order to aware localise
people about natural products. It can be said that this strategy will be cost effective for
Biocatcher and help them out in grabbing attention of maximum customers. Along with this,
marketing team will also use platform of social media for promoting its natural products among
customers in order to reach high range of customers (Cosgrove and Rijsberman, 2014). At the
same this, marketing head of BioCatcher will also go for traditional marketing technique such as
free sample to customers, additional discount on fixed amount of shopping, sales promotions
tactics and many other methods for attracting bulk of customers. These techniques will help
company in influencing interest of customers and also persuade them to remain loyal with
BioCatcher for longer period of time.
Enlist business partners: An effective business plan or concept requires good and
experienced partners who could contribute in arranging financial funds as well as help in
executing business activities in effective manner. BioCatcher will be registered as private

company that will going to be handled by its five business partners. 3 of them are highly
experienced and expertise their professions Whereas, remaining 2 partners are friends of partner
who will handle management team of company.
Visibility of budget and investment
This is being considered as one of essential section for every single project as without
finance no activities could be done related to investigation. Since, this factor has already been
enclosed in business model and BioCatcher would require to invest around 22k Pounds in its
operational activities, 55k in research and development department, 32k would be required for
taking licence from government to launch the whole company in existing business market.
On the other hand, researcher would require to have almost 500 pounds for completion of
this project which will cover all the activities.
FINANCIAL PLAN
Description Price Qty Total
(Pound)
Developing Website 1000
License fees 800
Sofa 500 2 1000
TV 600 4 2400
Human resource
Air conditioner 1100 4 4400
Refrigerator 500 2 1000
Deep Freezer 600 1 600
Tables 25 6 150
Raw Material 800 12 9600
Chair 10 20 200

Advertisement 160 160
Total Fixed Cost 5400
Operating Capital 2100
Hire Purchase (1 year) 1000
Total Budgeted Capital 800

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