Business Incubation Plan - Stay Fit

This business plan focuses on the health food sector and the company Stay Fit aims to provide healthy meal delivery services. The plan includes a description of the business idea, product and services offered, industry analysis, and financials.

Running head: BUSINESS INCUBATION PLAN
Stay Fit
Name of the Student:
Name of the University:
Author’s Note:

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Course qualification Diploma in Business & Enterprise Management Level 7
US/Prescription title: Business Incubation Project
Course/Paper number: 704
Student name:
Student ID:
Teacher:
Assessment type: Individual Report
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understood the Plagiarism and Dishonest Policy (7.7) of
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I understand that the submission of this form electronically is
the equivalent of me signing my name, in pen, on a paper
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Table of Contents
Business Overview.....................................................................................................................5
1.0 Nature, focus and scope of the business...............................................................................5
1.1 Description of Business Idea............................................................................................6
Product and Services..........................................................................................................6
Industry............................................................................................................................11
Potential Target Market....................................................................................................13
Current Likely Position in Industry Lifecycle.................................................................13
Innovative Business Model as Window of Opportunity..................................................14
1.2 Commercial Viability of the Business Idea...................................................................14
Data Collected..................................................................................................................15
Validation of Data and Business Idea..............................................................................16
2.0 Organisational vision, goals and structure.........................................................................17
2.1 Internal and External Stakeholders of the Proposed Business.......................................17
2.2 Mission Statement and Core Values of the Business.....................................................18
2.3 Short-term, Medium-term, long-term Goals of the Proposed Business.........................19
2.4 Feasibility and Congruence with Vision of the Proposed Business...............................20
2.5 Organizational Structure for the Business......................................................................20
2.6 Potential of the Organizational Structure.......................................................................21
2.7 Gaps in Organizational Structure...................................................................................21
3.0 Business environment, key success factors and competitive advantage............................22
3.1 PESTLE Analysis...........................................................................................................22

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3.2 Porter’s Five Force Model.............................................................................................24
3.3 Market Viability and Key Success Factors of the Business...........................................26
3.4 Value for the Customers.................................................................................................28
3.5 Strength and Weaknesses of the Proposed Business......................................................28
3.6 Competitive Advantage..................................................................................................29
3.7 Competitive Viability.....................................................................................................30
4.0 Value Model.......................................................................................................................30
4.1 Key Components of Business........................................................................................30
4.2 Analysis of Key Components.........................................................................................32
4.3 Output Analysis..............................................................................................................41
4.4 Value Model...................................................................................................................46
4.5 Viability and Value Creation from Business Model......................................................49
5.0 Resource Requirements......................................................................................................50
5.1 Resource Requirements..................................................................................................50
5.2 Potential Source.............................................................................................................54
5.3 Funding Strategies..........................................................................................................56
5.4 Business Structure and Procedure..................................................................................56
6.0 Business Growth and Strategies.........................................................................................58
7.0 Financials Plan...................................................................................................................58
8.0 Risk Management Strategies..............................................................................................62
8.1 Advanced Technical Skills.............................................................................................62

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9.0 Performance Evaluation and Strategic Exit.......................................................................62
Conclusion................................................................................................................................63
Reference..................................................................................................................................64

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Business Summary
The assignment aims at making a business plan in the field of the health food sector and the
focus of the company will be primarily in the growing operations in the field of food delivery
meal. The growing demand for the food industry and the increasing trend of the demand for
healthy lifestyle has been the key focus for the company. The operations of the business is
significantly dependent on the management strategies followed by the company and the
implication of the same on the financial position of the company. The variety of products and
services offered by the company and the future vision of the company in the long-run was
some of the key aspects taken into consideration for the business incubation project. The
business analysis for the project was evaluated with the help of the PESTEL Analysis for the
project so that we can get a clear idea about the business and key macroeconomic factors
affecting the operations of the company. The Porters five forces was also evaluated for the
business where the operations of the company was evaluated in the context of the overall
development of the company. The potential impact and implications of company’s internal
environment was evaluated by assessing the strengths and weaknesses. The competitive
ability of the company was assessed by the various competitors operating in the market
offering similar or substitute products. The key components of the business models who been
majorly the stakeholders of the company was assessed in the contextual view of the business
operations. The Financial analysis for the business plan was evaluated with the help of
forecasting the business condition under the various business stages. The profitability and the
financial statement of the companies was evaluated under normal, optimum and worst case
scenario thereby assessing the possibility of the various financial conditions of the company
sop that management of the company can take an optimal strategy based on the same. The
profitability and the financial analysis of the company was evaluated with the help of the
ratio analysis for the comp0any thereby assessing the various important financial factor

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which could help the management of the company in evaluating the financial performance of
the company. The risk management and the organisational structure in the company is of
great importance and the same has been kept in view before deciding upon the various plans
and policies about the company. The funding of the initial capital for the company was
decided in the context of various factors of financing and then selecting the optimum source
for financing. The company in the initial stage will be financing through equity and debt
financing. Growth and development of the operations of the business operations are off great
importance and the same has been taken into consideration for the purpose of the analysis of
the company. The company would be aiming at promoting three common factors for the
overall development of the business operations which will be nutrition, health and wellness.
On an overall basis, the financial visibility and sustainability of the project is assessed to be at
a well stable rate for the company.

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Business Overview
There are various products, services in the market, which makes the customers, live a
healthy lifestyle, and the trend for the same has increased consistently for the companies
operating in this sector. The demand and supply for a product and service are some of the
crucial factor and the health industry has seen the trend in there market and products offered.
There are several initiatives made by the government and non-government bodies for
promoting and spreading the awareness of the health products and the implications of the
same on the lifestyle of individuals. The Business plan was decided in the field of providing
health industry where the company StayFit will be focussing on preparing and selling healthy
meals to the ultimate consumers. Having a balanced diet in the daily lifestyle is of great need
and the same is addressed and spread as a message by the company where the company
promotes healthy meals and products so that the ultimate consumers “Eat Healthy and Stay
Healthy” which serves as the tagline of the company. The feasibility of the business plan was
assessed with the help of the data collected for the company in terms of the operations of the
company and the demand for the products and services offered by the company. The
company will be starting the business with the registered name of Stay Fit Ltd. will be
established in the year 2019 as a limited liability company. The company in the initial stage
of the business will be selling the health meals and products via the online platform and
services through its registered domain website (www.stayfit.com) which will be delivering
the food products in the New Zealand itself on a primary basis.
1.0 Nature, focus and scope of the business
With the modernizing world and growing technologies it is important that companies
adopt to various technological changes and advancement so that the operations of the
company runs effectively. The demand for the fast foods in New Zealand has increased

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consistently with the degrading work life balance the consumers will try to definitely focus
on the health lifestyle of individuals so that the same benefits them in the long-run. It is for
sure every person wants to live healthy and eat better but the key factor which creates a
barrier is the availability and effectiveness of the same (Burns & Dewhurst, 2016). The
StayFit Company will be taking in charge of this issue by creating a business operation in the
same line where providing healthy meals products will be the primary role of the company
and customers willing to take the same can order the same through website and mobile
application of the company (McKeever, 2016). There are various aspects of the company that
needs to be analysed and taken into considerations for the operations of the company and
sustainable growth of the company.
1.1 Description of Business Idea
Product and Services
The business factors and the key macroeconomic environment in which the company
will be operating are some of the key aspects that were taken into consideration while
analysing the business prospects. The nature and scope of business will be serving the society
and providing health meal services and food in the area of the health and food services. The
key stakeholders of the company will be the customers the suppliers of the company and the
society which the company will serving (Ward, 2016). At the primary stage, the company
will be providing health products like:
 Cold Salad-meals that will ensure that taste and healthiness of the product is offered
to consumer in the form of nutrition level.
 Cold Sandwich-based meals providing a balanced between taste and nutrition.
 Rice Bowls with Shredded Chicken
 Grilled Pork with Vegetables
 Almond Protein Shakes

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 Banana and Protein Shakes

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The cold salad-based meals will be made from wide variety of fruits and vegetables
and other whole various wheat bread.
Product Ingredients Health Advice Nutritional Card
Cold Russian
Salad with
Asparagus
Asparagus, Olives,
Mushrooms, Olive
Oil, lemon juice and
Cheese
Asparagus would
contains folic
acid, which is a
common source
for Vitamin B9.
The asparagus would be a
good source of rich vitamins
and folic acid helping in the
overall growth of the body.
It also promotes metal
binding and detoxification.
The cold sandwiches will be made from seafood ingredients, meats and healthy
vegetables. The sandwich will be in two base size like the one economical sandwich and king
sized. The sandwich in the initial stage will be offered in three major different category.
Sandwich with meat; mixed sandwich and sandwich with seafood are some of the common
food type, which the company will be serving.
Product Ingredients Health Advice Nutritional Card
Turkey
Sandwich
Whole Wheat
Bread
The turkey meat
will be rich in
Iron.
Vitamin B6, Iron, Zinc are the key
nutrients that will be provided and will
protect from Cardiovascular functions.
Ham
Sandwich
French Wheat
Bread
High vitamin and
minerals from
Ham
Vitamin B, Selenium, High Iron, Zinc,
and preventing Cancer and
Cardiovascular functions.

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The company on the initial stage will be also serving two types of shakes, which will
be Almond Protein Shake and Banana Protein Shake. The almond protein shake will be
served in two common categories Regular and Large Glass. The regular almond protein shake
will be priced at $5.60 NZD and the large one will be priced at $9.50 NZD. The shake will be
high in potassium, carbohydrates and protein. The key sources of vitamin will be the Vitamin
A, Vitamin B-12, Vitamin B-6 and Vitamin C. The Banana Protein shake will be also be a
crucial product in the product portfolio as the shakes have a lot of nutritional value and the
same positively affects the health and the diet of the consumers. The regular banana protein
shake will be priced at $7.50 NZD and the large one will be priced at $12.50 NZD. The shake
will be high in potassium, carbohydrates, iron and protein. The key sources of vitamin will be
the Vitamin A, Vitamin B-12, Vitamin B-6 and Vitamin C and also high in Iron and Calcium
(Hopp et al. 2018).

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The web portal of the company will be promoting the healthy lifestyle by
incorporating various health factor, which will help the consumers live a balanced life. In the
due, course of the business the company will be expanding the business products and services
by including various other types of health drinks and food products so that the same benefit
the company (McKenzie, 2015).
Industry
The Business plan was decided in the field of providing health industry where the
company StayFit will be focussing on preparing and selling healthy meals to the ultimate
consumers. The food industry for the New Zealand has been growing constantly with the
increasing demand for the fast food and ready meals among the workforce (Hopp & Greene,
2018).
The mission of the company is to promote the health-based lifestyle in the young
generation and among the work-based people who are not able to concentrate and focus on
their food and lifestyle habitat (Scarborough, 2016). The vision of the company looks good as

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forecasted, as the operations of the company will be significantly dependent on the demand
created for the health products and services offered by the company. Every company should
have a proper organisational structure and a good management layout so that the management
of the company can help the company with better and efficient strategies, which can help the
companies in making the operations and profitability of the company, grow at a better stage
(Watson, McGowan & Cooper, 2016).
The company “StayFit” will be focusing on the broad based food industry with a wide
variety of food products, which will help the company, faces low competition with the
existing competitors in the market (Lam, 2018). The company face competition from
companies selling frozen food products, which are key source for the suppliers of fast foods
in the industry, and other packed products available for direct consumption in the market. The
key non-thermal finished food products like snacks, sandwiches are some of the key product,
which the consumers currently prefer as a source for direct consumption (Watson &
McGowan, 2018).

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Potential Target Market
The Potential target market will be the food conscious and healthy lifestyle based
consumers who are willing to consume healthy products instead of fast foods. The health
products and meals will provide a key benefit for the company in getting a better consumer
base as the youngster and workforce are more focused on having health products, which
helps them in maintaining a better lifestyle (Blackwell, 2017). The company will be serving
meals that are easily accessible, tasty and at the same time be healthy for the purpose of
consumption. The current base of customers for the company will be wide and dispersed for
the company, which will help the company in increasing the revenue base for the company
(Sanjaya, 2017).
Current Likely Position in Industry Lifecycle
The market opportunities for the company will indicate the position and the placement
of the company amongst its competitors. The consumers will be increasing the lifestyle they
maintain and the same is possible when the customer’s intake right amount of nutrients and a
balanced diet in their daily work life (Brink, 2018). The modern lifestyle does not allow for
having a balanced meals and the same requires additional effort in times of times and ideas
for the same. However, StayFit will be providing business services by providing variety of
health products to the consumers. Based on surveys and research conducted by various health
institutes it was reviewed that the consumers on a individual basis interviewees used to less
focus on healthy products and a balanced diet (Smith, 2018). The majority of the percentage
of people were dependent on fast food for their meals and used to have as there only source
for meal. Definitely, the demand and the availability of the fast foods have increased which
though made our food habitat easy but the same is causing a direct implication on our health.
This scenario gives us the opportunity for providing healthy meals in the market where

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customers can pre-order the food according to their choices or choose from the varied menu
course, which the company serves (Kusumaningrum & Hidayat, 2016).
Innovative Business Model as Window of Opportunity
The key activity of the company will be to focus on the preparation and sale of ready
meals via the website service of the company where the company will be providing a
personalised delivery services in the New Zealand (Yu & Wiklund, 2015). The company in
the long-term will be expanding the sales of the company by increasing the product portfolio
base for the company with installation of various food machines in major educational centres
and similar institutions where the frequency of the visitors and the consumers would be much
higher (Watson, McGowan & Cunningham, 2018). The website of the company will be
providing online advice about living and maintaining a balanced diet for preventing of
chronic disease and the company will be providing balanced meal diet chart and specific
customized diet chart for the consumers so that they better plan and manage their lifestyle in
a better manner. However, the ready meals will be for the group of people who does not
prefer cooking and want to have healthy meals at the same time (Bui, 2015).
1.2 Commercial Viability of the Business Idea
The viability of the business was assessed by incorporating the various data on the
growth trend and the demand of the products the company would be serving. The trend in the
increase in the health lifestyle products are some of the crucial aspects that needs to be
evaluated for assessing the growth trend of the operations of the company. The trend
followed by the food group and grocery food are some of the key aspects that needs to be
considered for the evaluation of the growth and financial viability of the company (Burns,
2016). The business plan and the operations of the company should intuitively expand for the
company and the same should be analysed by the company given various trends and factors
taken into consideration for the purpose of analysis. Two common source of researching data

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and information’s are primary source and secondary sources. However, StayFit has applied
secondary research for assessing and evaluating the commercial viability of the business.
Figure 1: Graph, Food Group and Grocery Food Quarterly Index
(Source: The rising cost of food in New Zealand, 2019).
Data Collected
The growth in the healthy food consumed by the citizens of New Zealand has
consistently been increasing but the supply for the same is not at the perfect march for the
company. The global health food market and organic food industry is expected to grow at a
rapid stage which will help benefit the company grow its operation both domestically and
overseas. The rise in the demand for the healthy products and services as depicted in the

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below graphical analysis will help the company in even expanding the product base and the
portfolio of services it caters (Kidambi, 2017).
Figure 2: Global Organic Foods & Beverages Market
(Source: Global Organic Foods & Beverages Market | Industry Report, 2018-2025, 2019)
Validation of Data and Business Idea
The business idea of the company is heavily dependent and reliable on the health
condition of the people living in the New Zealand and the health condition that they currently
face. The focus of consumer for improving and having a healthy lifestyle by improving the
health condition of the consumer is a crucial factor. The health condition among the adult in
New Zealand has been falling given the rise in obesity. The degrading health condition of the
people living in New Zealand has shown a consistent downfall and the health of people of
New Zealand which shows that the people should highly think of the importance and the

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inclusion of a balanced diet and a healthy lifestyle in their daily life (Uhl & Gollenia, 2016).
The above factors analysed for the company and the factors assessed above will help the
company in the overall development of the company. There are several initiatives made by
the government and non-government bodies for promoting and spreading the awareness of
the health products and the implications of the same on the lifestyle of individuals and the
same will support the business operations conducted by the company (Vurro & Perrini,
2018).
Figure 3: Prevailing Health Conditions in New Zealand
(Source: Obesity at a glance, 2017).
2.0 Organisational vision, goals and structure
2.1 Internal and External Stakeholders of the Proposed Business
StayFit would be a business which would provide healthy food to the consumers and
therefore also meet the health standards which is expected by health organizations. As the
business will be operating in a society, the business would be expected to meet the needs and
expectations of the stakeholders of the business. The stakeholders are individuals or groups
who are affected by the activities of the business in one way or the other. In the case of

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StayFit, the internal stakeholders of the business would be the employees and staff of the
business along with the creditors of the business (Lawrence & Weber, 2014). On the other
hand, the external stakeholders of the business would be comprising of suppliers, lenders,
customers and general community at large. The major external stakeholder of the business
would be the customers of the business who are the main source of revenue for the company.
The management however, intends to ensure that all the expectations of the stakeholders are
met by the business (Garcia Martinez, Verbruggen & Fearne, 2013). The stakeholders of the
business expect best effort and result from the business and for such a purpose expects the
best quality of food is provided by the business. The customers of the business anticipate that
the products which is offered by the business are of highest quality and are in every safe.
2.2 Mission Statement and Core Values of the Business
The management of the company has already set some of the values which would be
followed closely by the management of the company which can be beneficial to the business
(Gurley et al., 2015). The mission and vision statement are related to the core activities of the
business.
Mission Statement
 The management of the company would be setting up a business with an objective of
serving the people with the best quality of products.
 The management would be formulating the best quality of products and ensure that all
the customers get close to a balance diet for the business (Rajasekar, 2013).
 The management of the company would be taking all the steps which are required to
establish a trend for healthy and smart living for the customers.
Vision Statement

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As per the decision of the management of StayFit, the vision of the business would be
set up a place where all customers would get the best quality of products which are of highest
quality and are ensure that the customers are attracted to the business.
Purpose Statement
The purpose statement is quite similar to mission statement which is formulated by
the business. The purpose statement of the new business is to maximise the sales revenue of
the business and also ensure that the quality of products which is offer by the business are of
highest quality and the same must also be healthy in nature.
Core Values
The core values of the business which are identified for the proposed business would
be to offer healthy foods to the community and thereby are suitable for people of all ages.
The core values of the business are to ensure that the customers get the best quality of food
products and a healthy diet.
2.3 Short-term, Medium-term, long-term Goals of the Proposed Business
The short-term goal of the business is to effectively establish the new business in the
market and thereby also attract the customers of the business.
The medium-terms goal of the business are established which aims to develop a brand
name for the business and also increase the scale of operations of the business. The medium
term goal of the business also aims to establish an appropriate customer base and thereby
enhance the revenue of the business.

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One of the long-term goals which is identified by the management for the proposed
business is to establish new stores which can provide direct services to the customers of the
business.
2.4 Feasibility and Congruence with Vision of the Proposed Business
Feasibility
The goals which are formulated by the business are appropriate as per the market
situation and objectives of the business. The main objective of the business is to offer the
customers the best quality of food and services in the business and the foods which are
offered are healthy. The food products which is offered by the business are healthy and
therefore judging from the hanging taste and preference pattern of the consumers, the
business would be able to achieve the goals of the business (Madu, 2013). Therefore, it can
be said that the goals which are set by the management for the proposed business are
appropriate in nature.
Congruence with Proposed Business’s Values
The proposed business values of the business are closely related to the goals which is
applied by the business. The goals of the business are to establish a business which can meet
the health requirements of the business and also support the core values of the business
(Babnik et al., 2014). The management of the new business have set the plans in such a way
that the core values and vision of the business are supported by the same.

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2.5 Organizational Structure for the Business
The new business which is proposed would be managed and controlled by a board of
directors and the company would be registered as a public limited company. Among the
board of directors, a Chairman would be selected to lead the decision-making process of the
business. The top level management of the company comprises of senior executive directors
and independent non-executive directors who are also included in the board of directors of
the business (Ashkenas et al., 2015). Below the top level management, are the departmental
managers who are required to look after the operations of the business and effectively control
the sales and distribution department of the business (Jones, 2013). The lower management
comprises of delivery staffs and supervisors of the business.
The above figure represents an example of what the management is planning to
follow for setting up the organizational structure of the business.

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2.6 Potential of the Organizational Structure
The potential of organizational structure of the business are set in such a way such
that the management is able to effectively control the operations of the business (Erhemjamts,
Li & Venkateswaran, 2013). The organizational structure of the business which the
management is planning to set up can provide proper chain of controls and directions I the
business and thereby lead to efficiency in the organization.
2.7 Gaps in Organizational Structure
The gaps which can be identified in the business structure of the organization needs to
be considered by the management of the company in decision-making process of the
business. The main problem which can be faced by the management of the company is
related to chain of direction and also in decision making process which is undertaken by the
management of the business (Tran & Tian, 2013). The management has thought of some
steps for overcoming the gaps which are identified by the management of the company. The
management can conduct regular meetings in the business in order to ensure that there is
proper efficiency in the operations of the business. In addition to this, the management can
also establish proper control by appointing supervisor for maintain control over the
organization of the business.
3.0 Business environment, key success factors and competitive advantage
3.1 PESTLE Analysis
PESTLE analysis is a tool which is used by the business for analysing the macro
environment of the business in which the company is planning to operate. The management
of the company StayFit wants to analyse the market of the business before undertaking the
operation of the business. The factors which are considered in PESTLE analysis are listed
below in details:

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 Political Factors: The political factors are important consideration which should be
considered before taking any decisions regarding the operations of the business
(Kolios & Read, 2013). The business of StayFit would be offering to the consumers
an experience in health food consumption and balanced diet. The political factors are
regulations which the management need to meet in order to meet the expectations of
the consumers and also the requirements of different governmental bodies.
 Economical Factors: Another major factor which the management needs to consider
is the economy in which the business would be operating. The employment rate,
interest rate for loans, inflationary rate is important consideration which the
management of the company needs to consider while taking any decision regarding
the operations of the business. The management of StayFit also needs to check the
costs of raw materials of the business for the purpose of ensuring that the management
is able to keep the costs of the business under check.
 Social Factors: The social factors which can affect the operations of the business and
therefore, the management of the company needs to consider the same before taking

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any decisions. These factors are generally associated with the demand and preference
of the consumers of the business. The management should always consider what the
needs of the consumers are foremost before offering any new product to the customer.
The management of the company needs to survey the market in order to understand
the taste and preference of the consumers.
 Technological Factors: The business of StayFit is based on ordering food from
computer or mobile application and therefore the management of the company needs
to ensure that software which is used and digital platform which is to be developed for
the business is of highest quality and is technological updated (Moro Visconti, 2016).
The management plans to incorporate the best technology available in the market so
that a general level of efficiency can be maintained in the organization.
 Legal Factors: There are certain legal factors which need to be considered by the
management of the company before setting up the new business as per the plan of the
business. The legal factor includes registration fees and legal requirements which the
company which is to be established needs to meet.
 Environmental Factors: The environmental factors of a business need to be
considered by the management of the company before taking any decisions relating to
the business (Hillson & Murray-Webster, 2017). The environmental factors of the
business are undertaken by the management in order to ensure that the activities are
environmental friendly.
3.2 Porter’s Five Force Model
One of the major tools which is applied by the management to analyse the micro
environment in which the business is going to set up. The five forces which are required to be
considered by the management of the company for the purpose of external analysis are listed
below:

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 Bargaining Power of the Customers: The Bargaining Power of the customer is an
important factor which needs to be considered by the management of the company as
the same can affect the revenue which is generated by the business (Dobbs, 2014).
The bargaining power of the consumers in such a market would be high as there is a
lot of competition in the food industry and now with the changing preference of the
consumers towards a healthier diet, more and more businesses are offering health
food along with delivery services for the same.
 Bargaining Power of the Suppliers: The plan of the management of the company is
to utilize the local resources and acquire raw materials for the food products from the
local markets itself for the purpose of reducing the costs of the business. The plan of
the management is also to buy goods in bulk so that overall cost is reduced. The
bargaining power of the suppliers would not affect the business that much as there is
an option with the management to either get all the supplies from one roof or they can
even choose different retailers to acquire the same (Ho, 2014). The supermarkets
would be the most viable choice to get the raw materials which is required for the
business. Therefore, it can be said that the bargaining power of the suppliers would
not be that much.

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 Threat of New Entrants in the Market: The threat of new entrants to the business is
enormous as new businesses opening with the same idea and supply chain can
effectively hamper the revenue generation of the business and therefore lead to
significant competition in the market (Mathooko & Ogutu, 2015). The management
recognises that at initial stages of the businesses, such a threat can affect the business
adversely. Therefore, it can be said that the threat of ne entrants in the business is
significantly high.
 Threat of Substitute: There are a lot of restaurants and take out dinner services which
are including healthy food products in their menus so that they can meet the changes
in the taste and preference pattern of the consumers (Palacios-Marqués, Soto-Acosta
& Merigó, 2015). In addition to this, new businesses are also entering the market with
products which can be considered as substitute for the products which StayFit plans to
offer. Therefore, it can be said that the threat from substitute are quite high in the
business.
 Rivalry Among Existing Players: This refers to the level of competition which is
faced by the businesses which are operating in the same industry (Wang, 2014). The
rivalry among the competitors in the food industry is high and therefore, the
management needs to consider this aspect and plan accordingly.
3.3 Market Viability and Key Success Factors of the Business
Market Viability of the Business Plan
The business plan which is developed is done with an understanding the market
requirements for food-based business. There has been significant increase in the number of
businesses which are entering the food industry and the demand for health food has increased
significantly.

31STAYFIT
Figure 1: (Graph Showing increase in sales volume for food and Beverage Industry)
Source: (Figure.nz/chart 2019)
The above chart effectively shows over the last decade the demand for food products
in New Zealand has increased significantly which shows that the market is at its peak. As the
demand is high therefore a lot of new businesses are attracted towards the industry and
therefore, the level of competition in the market is very high. In addition to this, the survey of
the market shows that external market is quite favourable for the business which the
management wants to establish. The idea which is developed by the management is unique
and therefore there is a high rate chance rate for overall success of the management.
Key Success Factors
The key success factors which the management of the company must consider are
high sales and appropriate turnover ratios. The high sales represent the profit generating

32STAYFIT
capacity of a business while the turnover ratio depicts the efficiency of the business. The
other key success factors which should be considered by the management includes positive
cash inflows, high return on investments and other key factors such appropriate liquidity and
balanced capital structure mix of the business.
3.4 Value for the Customers
The target market of the business as per the decisions of the management would be
high school students, office workers and people who are enthusiastic about their health and
want health food. The business offers to such customers a place where they can truly rely on
the quality of food and also be sure that the same is health in every way (Grant, 2016). The
business provides the customers to order food which can be delivered to their place in 30
mins depending on the destination from the order is made to be delivered. Therefore, it is
clear that the business is able to create value by offering good quality foods to the customers
and also create place utility by delivering the same at customer doorsteps.
3.5 Strength and Weaknesses of the Proposed Business
The idea which is developed by the business is very unique in nature and the
expectation of the management is to achieve success with the idea. The strength of the
proposed business which can be identified are listed below:
 The main strength of the business is the product which is offered by the business as the
quality is of highest nature and most importantly, the product is health and contains
nutrients close to a balance diet.
 The technology which will be used by the management of the company is also new as
the same is to be developed and the management plans to make the same as up to date as
possible.

33STAYFIT
 The business would be belonging to food industry and would be strictly allowing good
quality food to its customers and therefore expects to establish a positive and health
culture in the market (Xingang, Jiaoli & Bei, 2013). The management of the company is
of the opinion that the business would be able to start a trend whereby more and more
people are attracted towards the food which is offered by the business.
The weaknesses which can be identified from the business plan which is developed are
discussed below:
 At the initial stages of the business, the management would not be having adequate
capital and also would not have access to more funds and therefore this can act as an
obstacle to the business.
 In addition to this, in today’s market, it is very difficult to get skilled and efficient
labour supply and therefore the same can also be weakness for the business
(Mathooko & Ogutu, 2015).
 In addition to this, the business would be opening for the first time and therefore there
would lack of intellectual property for proper support for the business.
3.6 Competitive Advantage
The analysis of the strength and weaknesses of the proposed business shows that the
strengths for the business is significantly more (Dälken, 2014). The major advantage is the
quality and healthy food products which is offered by the business and the management
expects that the same would attract lots of customers to the business and thereby also
competitive advantage over the businesses which are offering fast food and other junk foods.
The market of New Zealand shows that the demand for healthy food is on the rise and
therefore the management anticipates that they can get an early competitive advantage (Porter
& Heppelmann, 2014). This can be further developed by expanding the scale of operations or
area of service for the business which the management also plans to implement with time.

34STAYFIT
3.7 Competitive Viability
The management of the company has identified earlier as well that the market is
favourable for food business and the demand for the same is also on the rise in the market.
The products which is being offered by the business is also shown to be viable as per the taste
and preference of the consumers and therefore, it can be said that the competitiveness in the
economy is quite high but the business which is proposed can manage the pressure and
survive as well. The key success factor which is identified are positive cash inflows and high
revenue generation which can be achieved by the business as per the situation in the market.
4.0 Value Model
4.1 Key Components of Business
It is necessary for every business to realize and understand and analyse various factor
that influences the operation of the company via internal factors and external factors and the
influence of the same on the financial position of the company. It is important for the
company to understand and asses the important business factor such as the suppliers of the
company, key customer base of the company, the channel of distribution of products the
company will be approaching and the resources deployed by the company (Brinckmann et al.
2018). The company will be outsourcing the key raw materials from the varied base of the
suppliers of that the company that does not face any issues with respect to the same. The
company will be having a wide range of supplier base so that the suppliers of the company
does not influences the operations of the company. The key customer base for the company
will be the employees of various companies and college goers who are actively prone with
fast food and ready to eat meals (Qureshi et al. 2016). The company will be aiming at
targeting them to be there key customer base in the initial growth stage so that the business
operations of the company grows at a sustainable rate. The channel of distribution that the

35STAYFIT
company will be applying for carrying on the operations of the company will be primarily
through the online web services which the company will be providing. The company will be
giving the products with the help of the registered website of the company (Ghani et al.
2017). The products ordered by the customer through the menu card and customized food
services option the food will be served to the consumer with the help of the door step delivery
that will be performed by the company. The key resources of the company deployed in the
operations of the company will be the raw materials and the capital infusion which will be
done with the help of the equity stakeholders of the company that will help the company in
managing the operations of the company. The company should have various management
strategies and technological and operational support in the company so that the management
of the company can make optimum utilisation of the deployed resources of the company and
make efficient utilisation form the same. Maximizing the shareholder’s wealth and giving an
optimal return on the capital deployed by the stakeholders of the company should be the key
prospect of the company in the long run for the overall development and the growth of the
company. Thus analysing the key components of the company will help the company in
creating the value proposition in the business and better plan and create various management
strategies plans and policies for the company that will help the company in the developing the
product portfolio and the operations of the company.

36STAYFIT
4.2 Analysis of Key Components
a) Target Market Size and Growth Rate: The key market size and the growth rate of the
company will be significantly dependent on the food and the health industry of New Zealand.
The fast food market is growing at the rapid stage in New Zealand and the analysis of the
same is crucially dependent on the growing population and the culture for people looking for
more healthy and nutritional foods. There are various competitors in the market who are
understanding the need and the importance of the same in including the product portfolio so
that the consumers have a healthy lifestyle. Rapid Rhythm of life and lack of time has been
the key reason behind the growth of rapid fast food industry and the demand of healthy meals
at the same time. Rising consumer awareness about the various health benefit of having a
balanced diet have been well taken by the market mass which is significantly creating
demand for health products and services. The data collected from the national Statistical

37STAYFIT
Office of New Zealand it is estimated that on an overall basis in the year 2008 itself there
were around 800-900 large companies operating in New Zealand and among these companies
participating in the research conducted with these company for the products and services we
will be providing them. On an overall basis around 5% of the companies were interested in
selecting the health meals we will be providing. On an average basis and given the average
number of employees in these companies we would be able to sell around 12,000 meals per
day. Thus the growth rate of the company will be comparatively much better and at a
sustainable rates as the demand for the food and health related lifestyle trend increase
amongst the consumers.
b) Market Penetration: The market penetration refers to the selling of a particular product
or a service in the market in a successful manner. The same is measured by the amount of
sales volume of the company in contrast to the overall sales of the industry in that particular
region. The same helps in analysing the market share and the dominance role played by the
company in the industry in which the company operates. The company will be approaching
the operations and the business of the company in the way of market development where the
company use their existing product for attracting new consumers. Market Penetration for the
StayFit Company will help the company get more insights about the operating structure of the
market scenario in which the company is operating and getting in reach with the customers
thereby creating a customer base for the company. The market penetration for the company
shows the growth assumption of the company in terms of the increasing revenue of the
company and the same was taken at 10%.
Sale Forecast
Projected Sales
3,30,00
0
3,63,00
0
3,99,30
0
4,39,23
0
4,83,15
3
Market Penetration 10% 10% 10% 10%

38STAYFIT
c) Customer Purchase: The purchases made by the customer would be significantly
dependent on the brand awareness created among the customers and the demand the company
faces by increasing trend for the health based lifestyle food products for the company. The
customer can purchase a varied amount of healthy meals and food products like salads, two
course meals, shakes and other deserts items which the company will be serving based on the
product portfolio of the company. The size of the purchase by the consumer is assumed to be
at a single unit with a strong customer base for the company. The taste and preference of the
various kinds of food products of the company will be significantly dependent on the food
quality offered by the companies. The StayFit Company will be focusing on having a wide
variety of food products and services in the product portfolio basket where the company will
have products that will offer great taste and at the same time keeping nutritional value at the
approachable level for the company.

39STAYFIT
Resource Requirements: The resource requirement for the company would be the raw
materials that would be used by the company for managing the operations of the company.
The primary raw materials would be the vegetables like olives, mushrooms, lettuce, cabbage,
spinach, carrot and other key ingredients that will be used for making salads. The company
will be outsourcing the various raw materials from a varied base of suppliers so that it can
carry on the operations of the company smoothly and effectively.
Product Price: The pricing of the product will be significantly dependent as per the pricing
and the strategy for the management for assessing the product type. The pricing for the
product will be economical which would be in line with the competitors serving similar
substitute products.
The salad will be served to consumers in two different category broadly as king size
and basic size. Basic Bowl will be priced at NZD Dollars $4, excluding taxes and the king

40STAYFIT
sized bowl will be priced at 6.50$ NZD excluding VAT. There will be variety of other salad
which the customers would be able to make and customize the same as per the taste and
preference of the customer. The pricing range of the variety of food products would be in the
same region and consumers would be charged extra $1 for every extra customisation made in
terms of added veggies and cheese.
The sandwich will be in two base size like the one economical sandwich and king
sized. The economical sandwich will be priced at $2.50 NZD and the price of the king sized
meal will be priced at the $4 NZD. The sandwich in the initial stage will be offered in three
major different category. Sandwich with meat; mixed sandwich and sandwich with seafood
are some of the common food type, which the company will be serving.
The pricing of the services provided by the company in the form of health advisory
through website online services such as peroration of healthy lifestyle advise, balanced diet
chart and other crucial health and food related services will be provided by the nutrition
expert that will be hired by the company and who will be providing the services on behalf of
the company for the same.
The pricing of the product will be significantly important factor as the same plays a
crucial role in the overall development of the organisation and long term success of the
company. The demand for the products and the service so the meals and health advice would
be set at a reasonable rate. The diet chart would be prepared by the company at $10 NZD by
the company and the health advisory services would be charged at $20 NZD by the company.
The health advisory services will be purely online based and the customers would be able to
utilize and make the best usage of the same by the various kinds of health products and
services of the company.

41STAYFIT
Process: The operations of the company will be purely online based where the company will
be marketing about the various healthy meals and the need for having the same. The online
food delivery system will be the key part where the operation of the company will be
dependent. Customers willing to order the food meals will go to the website of the company
and the select there desired course of meal. The variety of meals and products would be as
per the product portfolio of the company. After the placement of the order the customer
would be given a specific time till which the food delivery will be done. The payment of the
ordered product can be done digitally through E-Wallets and Online Transfer like net
banking, payment through debit and credit cards. The payment can also be done directly to
the delivery associate via the cash mode which is popularly known as Cash on Delivery. The
customer would also get a option of sharing there feedback with company through the
feedback form sent online which will act as a guiding tool for the management of the
company for improving the services of the business.

42STAYFIT
Online Food Delivery and Operations of Company

43STAYFIT
Place: The Company will be operating the food delivery meals services from the restaurant
it has by the name of Stay Fit and the operations of the company will be based and operated
from there itself. The registered address for the operations of the company will be:
Address: Bldgs 1 & 2 Level 5/1224 Nicholls Ln Street, Parnell, Auckland 1010, New
Zealand.
Promotion: The promotion activities of the companies are an important and crucial role
which forms the key marketing strategies that the company follows. The promotional
activities conducted by the company will help the StayFit Company in expanding the
operations of the company and increasing the scaling of the operations of the company at a
larger scale so that the revenue base of the company increases. Promotional activities can be
conducted by the company by focusing on giving discounts, cashbacks and other combo
offers and great deals which would attract the consu8mer in buying the products and services
of the company. The company would be in initial stage of its operation and the company
would also be facing stiff tight competition from other key players and other dominating
players in the market, which would be crucial factor for the company. The operation and the
business of the company should be well communicated by the company to the society so that
the consumers of the company become more conscious and get adapted for lining a healthy
lifestyle.

44STAYFIT
Marketing and Promotion of StayFit Products

45STAYFIT

46STAYFIT
4.3 Output Analysis
a) Cost Structure: The cost of the products and the services of the company would be as per
the pricing policy of the company that would be driving the revenue of the company. The
pricing of the various products of the company would be kept competitive and the company
would also be offering various promotional activities in the form of discounts and coupons
for attracting and creating a customer base. The salad will be served to consumers in two
different category broadly as king size and basic size. Basic Bowl will be priced at NZD
Dollars $4, excluding taxes and the king sized bowl will be priced at 6.50$ NZD excluding
VAT. There will be variety of other salad which the customers would be able to make and
customize the same as per the taste and preference of the customer. The pricing range of the
variety of food products would be in the same region and consumers would be charged extra
$1 for every extra customisation made in terms of added veggies and cheese.
The sandwich will be in two base size like the one economical sandwich and king
sized. The economical sandwich will be priced at $2.50 NZD and the price of the king sized
meal will be priced at the $4 NZD. The sandwich in the initial stage will be offered in three
major different category. Sandwich with meat; mixed sandwich and sandwich with seafood
are some of the common food type, which the company will be serving.
The online website health advisory would be charged around 10$ for preparation of
balanced diet chart and 15$ will be charged for the health advisory which are provided by the
nutrition expert. The products and the services will be giving a key base for the generating
the revenue of the company. However, the cost structure of the various kinds of the products
and services has been prepared after assessing the demand, competitiveness, profitability
margin and various other business and macroeconomic environment so that the business
operations of the company are not affected by the same.

47STAYFIT
b) Equity and Debt Profile: The initial capital for the company will be invested through the
help of equity financing for the company where the company will be primarily focusing on
the capital financing of the company in a 70:30 ratio of equity and debt. The equity financing
will be done by the equity shareholders of the company who will be giving the initial capital
requirement of $500,000mn NZD and the rest of the $150,000mn NZD would be financed
from each of the financing source so that the company operates the operations of the
company smoothly and effectively.
Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
(a) Total Initial Investment
Initial Equity Investment
(Equity) 5,00,000 5,50,000
6,05,00
0
6,65,50
0 7,32,050
Debt (Bank Loan) 1,50,000
c) Customer Base: The customer base of the company would primarily from the large
companies where the employees of the companies are usually having a busy schedule and
they don’t have time for having a healthy meal. The company would be focusing on
providing healthy meals by incorporating college goers and employees of MNC Companies
and other employees who will be interested for having a balanced healthy food in the daily
diet.
d) Sales Value (Revenue): The sales of the company will be primarily derived from the
variety of food products and services which the company will be catering. The sales volume
of the company was derived by incorporating the various business environment under which
the company will be operating and the factors that governs the same. The sales and revenue
of the product has been forecasted on a yearly basis for the company and the relevant sales
data for the company was prepared. The sales from salads and sandwiches is expected to be
the highest for the company out of the total product portfolio that the company.

48STAYFIT

49STAYFIT
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Total Sales
Cold Salad and Sandwich 200000 220000 250000 275000 300000
Shakes and Main Course 80000 95000 105000 125000 150000
Health Advisory services 50000 48000 44300 39230 33153
Total Revenue 330000 363000 399300 439230 483153
Direct cost of sales 181500 199650 219615 241577 265734
Cold Salad and Sandwich 117975 129773 142750 157025 172727
Shakes and Main Course 36300 39930 43923 48315.3 53146.83
Health Advisory services 27225 29947.5 32942.25 36236.475 39860.1225
Gross Earnings 148500 163350 179685 197653.5 217418.85
Revenue Growth
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Cold Salad and Sandwich 200000 220000 250000 275000 300000
Shakes and Main Course 80,000 95,000 1,05,000 1,25,000 1,50,000
Health Advisory services 50000 48000 44300 39230 33153
Direct cost of sales 181500 199650 219615 241577 265734
1 2 3 4 5
0
50000
100000
150000
200000
250000
300000
350000
200000
220000
250000
275000
300000
80,000 95,000 105,000
125,000
150,000
50000 48000 44300 39230 33153
Sales Analysis
Direct Cost of Sales

50STAYFIT
e) Cash flows: The Cash flows of the company was assessed by forecasting the revenue and
the operational cost for the company. The cash flows of the company is a crucial factor for
the management of the company for assessing the financial position and viability of the
company. The cash flow of the company was assessed after incorporating the various factors
and points into consideration for the company. The contribution of revenue by the various
products of the company and the various factor was taken into consideration for the company.
The cash flows of the company was assessed to be growing from the first year with the
increasing market penetration of around 10% for the company and the profitability of the
company.
Year 0 1 2 3 4 5
CASH INFLOWS
Cash from Sales 3,30,000 3,63,000 3,99,300 4,39,230 4,83,153
Cash flow summary
NET CASHFLOW FOR PERIOD 2,75,000 6,90,590 7,06,542 7,68,961 8,32,948 9,08,819
OPENING CASH BALANCE 0 2,75,000 9,65,590 16,72,132 24,41,093 32,74,042
CLOSING CASH BALANCE 2,75,000 9,65,590 16,72,132 24,41,093 32,74,042 41,82,860
f) Profit Profile: Profitability plays a crucial role and it is an important perspective from the
management of the company for the long-term development of the company. The
profitability of the company was assessed after incorporating the various revenue
contribution by the variety of products it has and the key operational and other direct
expenses which the company will be bearing. An important factor for the StayFit Company to
stay sustainable in the long term is the profitability of the company and the same has been
assessed to be growing for the company.
Sales Profit Before tax Pre-tax Net Margin
Year 1 3,30,000 75,200 23%
Year 2 3,63,000 96,885 27%
Year 3 3,99,300 1,09,897 28%

51STAYFIT
Year 4 4,39,230 1,24,376 28%
Year 5 4,83,153 1,40,477 29%

52STAYFIT
The profitability of the company will show the wealth created by the company for the
stakeholders of the company. The profitability was assessed for the company for the five
years of time after incorporating various business and macro-economic factors for the
company.
(4) PROFIT AND LOSS
Year 0 1 2 3 4 5
Revenue 0 3,30,000 3,63,000 3,99,300 4,39,230 4,83,153
Cost of sales 0 1,81,500 1,99,650 2,19,615 2,41,577 2,65,734
Gross profit 0 1,48,500 1,63,350 1,79,685 1,97,654 2,17,419
Tax @ 30% 22,560 29,066 32,969 37,313 42,143
Before tax net margin 23% 27% 28% 28% 29%
Profit after tax 52,640 67,820 76,928 87,063 98,334
Year 1 Year 2 Year 3 Year 4 Year 5
0
20000
40000
60000
80000
100000
120000
80000 85000 90000 95000
110000
43300
55500
31200 35740
45052
36700 29500
58800 59260 64948
Highlights
Sales Gross Margin Net Profit
g) Return on Investment: The return on investment is a crucial factor that needs to be
analysed for the company given several assumption of revenue and expenses. The
profitability of business is the crucial factor which shows the return on investment generated
by the company on the capital invested. The return on investment for the company was

53STAYFIT
derived by incorporating the net profitability and the equity investment done by the
shareholders of the company. The return on investment was determined to be around 14-15%
for the company for the business in the trend period but the same can grow for the business
depending on the management strategies and the acceptance of the product by the consumers
of the society.
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Return on Investment 13% 14% 14% 14% 15%
4.4 Value Model
The value model for the business was created by incorporating the various factors of
the company and the factors analysed for the company. The key internal factors such as the
resources, product marketing, promotion and pricing policy to be done by the company along
with the various activities of the company was taken into consideration for the company. The
key external factor and the stakeholders of the company were analysed for the company and
the role they play in the operations of the company. The market penetration or the growth of
the company in terms of the revenue of the company was assessed to be around 10% and the
key operational expenses of the company were assumed to grow at 5% in each of the year.
The awareness and the product of the company will be widely accepted by the consumer and
by the society as per the demand or the products and services assessed for the company. The
business operations of the company will be online based and the operations of the company
will be carried on by a large number of chefs, nutritional experts, sales boy, delivery boy and
other management team who will be forming up the key workforce strength of the company.
The pricing and the product portfolio for the company was assessed and the pricing of the
product has been kept at a very reasonable rate. The profitability of the company was
assessed to be in the range of around 14-15% but the same is expected to grow for the

54STAYFIT
company as the operations of the company and the services of the company and the product
diversification for the company is seen. As the number of customer base for the company will
increase along with the operations of the company the more and the better will be the growth
of the company in terms of increasing profitability and the financial position of the company.
Start-up Requirements (Value Model)
Start-up Expenses
Fixed Costs Particulars Amount ($)
Premises (RENT & RATES) $12,500
Salaries $20,000
Interest on loan 8% $15,000
Accountant Fees $2,000
Payroll Tax $800
Retainer contracts $7,000
Sales and Marketing $14,000
Postage & Telephone $1,500
Broachers $1,800
Logo Designs $1,900
Market survey $1,650
Preliminary expenses $1,800
Lease payments $10,000
Total Fixed Costs $89,950
Average Monthly Costs
Rent $1,042
Lease payments $833
Interest on loan 3% $1,250
Postage & Telephone $125
Repairs and Maintenance $150
Salaries / Wages $1,667
Total Average Monthly Costs $5,067
x Number of Months: 12
Total Monthly Costs $60,800
Total Start-up Expenses $1,50,750

55STAYFIT
Start-up Assets
Owner Funding
Owners Fund $5,00,000
Total Owner Funding $5,00,000
Loans
Bank Loan $1,50,000
Other
Total Loans $1,50,000
Total Start-up Funds $6,50,000
Assets
Equipment’s $30,000
Vehicles $45,000
Utensils $22,500
Total Fixed Assets $97,500
Total Start-up Assets $7,47,500
Revenue Growth
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Cold Salad and Sandwich 200000 220000 250000 275000 300000
Shakes and Main Course 80,000 95,000 1,05,000 1,25,000 1,50,000
Health Advisory services 50000 48000 44300 39230 33153
Direct cost of sales 181500 199650 219615 241577 265734
Operating Profit 148500 163350
17968
5 197654 217419
Employee Base
Employee Grouping YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Nutrition Consultants 20 25 30 35 40
Chefs 25 30 35 40 45
Delivery Boy 30 35 40 45 50
Sales people 15 20 25 30 35
Office Manager 2 3 4 5 6
Secretarial 1 1 s1 2 2
TOTAL PEOPLE 93 114 135 157 178

56STAYFIT
4.5 Viability and Value Creation from Business Model
Inputs Value Viability Value Creation
Model
Uniqueness
Yes The business model will address
the health problem faced by the
consumers and will provide a
better course of meals.
The demand for the healthy meals and
living a more balanced lifestyle will be
the key reason for the growth of
operations of business.
Substitution Yes The company uses products and
services which are made by chefs
and customised services will be
provided by nutritional expert.
The company uses various products
and services which are closely related
but the way in which the product will
differ is the nutritional value provided.
Create Value
through IPs
Yes StayFit will be providing variety
of services which will help the
company in creating large
customer base.
Consistent effort for raising the
product quality and services for
increasing customer satisfaction will
be the guide for development of
company.
Profitability
Potential
Yes The initial costs for the companies
would be high in the form of
increasing marketing and asset
acquisition cost but the same can
be removed from economies of
scale.
StayFit has high potential for growth
of revenue if the message and motto
for business is well integrated and the
lifestyle of food habitat of consumer’s
shifts to a balanced diet.

57STAYFIT
5.0 Resource Requirements
5.1 Resource Requirements
a) Start-Up Capital: The Start-Up Capital required for the operations of the company and
for carrying on the business operations of the company would primarily be funded by equity
and debt source of financing. The investment in the key assets of the company for conducting
te operations of the company was also taken into account.
Start-up Assets
Owner Funding
Owners Fund $5,00,000
Total Owner Funding $5,00,000
Loans
Bank Loan $1,50,000
Other
Total Loans $1,50,000
Total Start-up Funds $6,50,000
Assets
Equipment’s $30,000
Vehicles $45,000
Utensils $22,500
Total Fixed Assets $97,500
Total Start-up
Assets $7,47,500
b) Human Resource: The Human resources required for carrying on the operations of the
company will be the nutritional experts, chefs and other operational and management support
for carrying on the operations of the company. The employee base of the company is
expected to increase with the increase in the operations and the business growth of the
company.

58STAYFIT
Nutrition Consultants
Chefs
Delivery Boy
Sales people
Office Manager
Secretarial
0 50 100 150 200 250
Employee Base
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Employee Base
Employee
Grouping
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Nutrition Consultants 20 25 30 35 40
Chefs 25 30 35 40 45
Delivery Boy 30 35 40 45 50
Sales people 15 20 25 30 35
Office Manager 2 3 4 5 6
Secretarial 1 1 1 2 2
TOTAL PEOPLE 93 114 135 157 178
c) Financial Analysis: The financial analysis of the company was assessed in order to
evaluate the financial position of the company. The financial position of the company shows
that the revenue and the profitability margin for the company. The financial position of the
company was assessed to be financially stable for the company with rising net profit margin
of the company. However the financial analysis of the company was also assessed to see the
impact of debt on the financial position and the same was evaluated with the help of ratio
analysis for the company.

59STAYFIT
Common Financial Ratios Year 1 Year 2 Year 3 Year 4 Year 5
Debt Ratio (Total Liabilities / Total Assets) 0.33 0.25 0.20 0.16 0.12
Current Ratio (Current Assets / Current Liabilities) 5.22 5.64 5.85 6.20 6.45
Working Capital (Current Assets - Current Liabilities) 6,96,8
40
7,36,3
05
7,85,4
04
8,41,2
03
9,04,7
73
Assets-to-Equity Ratio (Total Assets / Owner's Equity) 1.56 1.38 1.31 1.24 1.18
Debt-to-Equity Ratio (Total Liabilities / Owner's
Equity) 0.52 0.34 0.26 0.19 0.14
The net profitability margin in the business has been the crucial factor which the
stakeholders of the company would be assessing and the same has been evaluated for the
business. The net profitability is expected to be low in the initial year but then the same is
expected to grow at a increasing trend as the operations and the business of the company
increases.
Revenue Profit Before tax Pre-tax Net Margin
Year 1 3,30,000 75,200 23%
Year 2 3,63,000 96,885 27%
Year 3 3,99,300 1,09,897 28%
Year 4 4,39,230 1,24,376 28%
Year 5 4,83,153 1,40,477 29%
d) Technology: The Operations of the company will be primarily based via the online web
services so this is the reason the website and the servers of the company should be well
advanced so that the processing of the order takes smoothly. The business of StayFit is based
on ordering food from computer or mobile application and therefore the management of the
company needs to ensure that software which is used and digital platform which is to be
developed for the business is of highest quality and is technological updated (Moro Visconti,
2016). The management plans to incorporate the best technology available in the market so
that a general level of efficiency can be maintained in the organization. The website
development of the company should be such so that it meets the demand of the business.

60STAYFIT
e) Marketing: The mission of the company is to promote the health-based lifestyle in the
young generation and among the work-based people who are not able to concentrate and
focus on their food and lifestyle habitat. The company will be promoting the business idea
amongst the youngsters and office employees so that they are more interested for adapting the
balanced diet and a healthy food in their daily meal. The vision of the company looks good as
forecasted, as the operations of the company will be significantly dependent on the demand
created for the health products and services offered by the company. Marketing activities can
be conducted by the company by focusing on giving discounts, cashbacks and other combo
offers and great deals which would attract the consu8mer in buying the products and services
of the company. The marketing of the business services and products would be done in online
social media websites, local newspapers and broachers so that consumers are well aware
about the availability and the benefit of products and services offered by the StayFit
Company. The StayFit Company will be focusing on having a wide variety of food products
and services in the product portfolio basket where the company will have products that will
offer great taste and at the same time keeping nutritional value at the approachable level for

61STAYFIT
the company. The variety of food product availability will allow the company to have a good
customer base and a substantial market share in the industry.
5.2 Potential Source
a) Start-Up Capital: The Start-Up Capital Required by the company for the operations of
the business would be funded equally by the equity shareholders and the debt holders of the
company. The start-up capital was expected to finance by the equity and debt source in the
ratio of 70:30 ratio and the shareholders of the company would be paid accordingly. The debt
borrowed by the company would be repaid in the five year of time and the company at the
same time would be approaching the equity financing as the primary source of financing for
the company. The company would be reducing the financial risk of the company thereby
reducing the debt of the company. The interest payment paid by the company is a substituent
part of the total expenses of the company. The company will be trying to reduce the same by
keeping the weightage of the debt at a minimum level.

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Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
(a) Total Initial Investment
Initial Equity Investment (Equity) 5,00,000 5,50,000 6,05,000 6,65,500 7,32,050
Debt (Bank Loan) 1,50,000
b) Manufacturing: The business will be offer the customers the best quality of food and
services in the business and the foods which are offered are healthy. The food products which
is offered by the business are healthy and therefore judging from the hanging taste and
preference pattern of the consumers, the business would be able to achieve the goals of the
business. The food will be prepared at the restaurant itself. The Company will be operating
the food delivery meals services from the restaurant it has by the name of Stay Fit and the
operations of the company will be based and operated from there itself. The manufacturing of
the food product will be done from the mentioned location.
Address: Bldgs 1 & 2 Level 5/1224 Nicholls Ln Street, Parnell, Auckland 1010, New
Zealand.
c) Technology: Technological advancement and application will help the business in their
operations and making best use of the available resources deployed in the business. The
business of StayFit is based on ordering food from computer or mobile application and
therefore the management of the company needs to ensure that software which is used and
digital platform which is to be developed for the business is of highest quality and is
technological updated (Moro Visconti, 2016). The management plans to incorporate the best
technology available in the market so that a general level of efficiency can be maintained in
the organization. The websites and the servers of the company will be designed at such a way
so that it benefits the company in doing the operations of the company.
d) Marketing: The marketing of the business services and products would be done in online
social media websites, local newspapers and broachers so that consumers are well aware

63STAYFIT
about the availability and the benefit of products and services offered by the StayFit
Company. The resources required for the company for the marketing of the products and
services will be purely based by the expenses of the company which the company will be
spending in the due course of their business. The marketing of food products will be done
across various platforms and sites so that the company is able to well distribute the products
and services of the company. The management of the company would be implying various
marketing strategies so that the business of the company runs smooth and efficient.
Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
Sales and Marketing 14,000 14,700 15,435 16,207 17,017
5.3 Funding Strategies
The key funding strategies that would be applied by the company for carrying on the
operations of the company would be the equity and debt financing where the company would
be applying the same for financing the operations of the company. The StayFit would be
financing the initial capital requirement at the ratio of 70% equity and 30% debt. The
company would be reducing the debt exposure in the company over the due course of
business so that financial risk of the company gets reduced for the company and the company
is able to operates well in the long run.
Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
(a) Total Initial Investment
Initial Equity Investment (Equity) 5,00,000 5,50,000 6,05,000 6,65,500 7,32,050
Debt (Bank Loan) 1,50,000
Repayment 0 37,500 37,500 37,500 37,500
5.4 Business Structure and Procedure
The business stricture of the company should be such that the company is able to use
all the resources of the company optimally and efficiently. The business structure of the

64STAYFIT
company will be set up in a optimal way so that the management of the company will be
taking the operations of the company in a well-structured way. The operations of the business
would be classified and distributed accordingly for the management of the company makes
optimal use of the same. The stratum capital that would be required the company would be
financed from the equity and debt financing so that the company can use the same in the
capital expenditure of the company. The company in the initial stage would be buying key
assets of the company so that the operations of the company runs smooth and effectively. The
operations of the company would be operated from the restaurant of the company and the
company would be preparing the healthy meals and conducting the operational work of the
company from the registered address of the company. The employee base of the company
would be limited at the first stage as per the operations of the company and later would be
growing as per the growing business of the company. The increase in the product portfolio of
the company will help the company in increasing the product portfolio of the company. The
company would be conducting relevant marketing events so that the customer base of the
company increases. The motto of the company “Eat Healthy Stay Healthy” will be the key
message that the company will be spreading as a key marketing tool for attracting the
consumers. The same would help the company in spreading the message to the society about
the importance of having a balanced lifestyle in their diet. Efficiency and optimum utilisation
of the resources deployed in terms of the capital by the equity and debt holders of the
company should be allocated and utilized well. The company should allocate all the expenses
of the company by understanding the need of the same and the utilisation of the same in the
due course of business. Technological innovations and continuous effort would be spent on
the research and development of the operations of the company so that the business of the
company could be well understood by the management of the company and they can
understand the key area where they need to focus.

65STAYFIT
6.0 Business Growth and Strategies
The food products which is offered by the business are healthy and therefore judging
from the hanging taste and preference pattern of the consumers, the business would be able to
achieve the goals of the business (Madu, 2013). Every company should have a proper
organisational structure and a good management layout so that the management of the
company can help the company with better and efficient strategies, which can help the
companies in making the operations and profitability of the company, grow at a better stage.
7.0 Financials Plan
(4) PROFIT AND LOSS FORECAST
Year 1 2 3 4 5
Revenue 3,96,000 4,35,600 4,79,160 5,27,076 5,79,784
Cost of sales 2,17,800 2,39,580 2,63,538 2,89,892 3,18,881
Gross profit 1,78,200 1,96,020 2,15,622 2,37,184 2,60,903
Gross Margin 3,22,570 3,43,804 3,75,881 4,11,053 4,49,624
Expenses/overheads
Premises (rent, rates) 12,500 12,813 13,453 14,126 14,832
Wages and salaries 20,000 20,500 21,525 22,601 23,731
General expenses 1,900 1,948 2,045 2,147 2,254
Accountant Fees 2,000 2,050 2,153 2,260 2,373
Payroll Tax 800 820 861 904 949
Utilities 7,000 7,175 7,534 7,910 8,306
Sales and Marketing 14,000 14,350 15,068 15,821 16,612
Postage & Telephone 1,500 1,538 1,614 1,695 1,780
Repairs and Maintenance 1,800 1,845 1,937 2,034 2,136
Preliminary expenses 1,800 1,845 1,891 1,938 1,987
Lease Payments 10,000 10,250 10,506 10,769 11,038
Total expenses/overheads 73,300 64,883 68,081 71,437 74,961
Profit before tax 1,04,900 1,31,138 1,47,542 1,65,747 1,85,942
Tax @ 30% 31,470 39,341 44,262 49,724 55,783

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Before tax net margin 26% 30% 31% 31% 32%
Profit after tax 73,430 91,796 1,03,279 1,16,023 1,30,159

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Cash Flow Analysis
CASHFLOW FORECAST
Year 1 2 3 4 5
CASH INFLOWS
Cash from Sales 3,96,000 4,35,600 4,79,160 5,27,076 5,79,784
Loans 1,50,000 1,50,000 1,50,000 1,50,000 1,50,000
Capital Employed 5,00,000 5,50,000 6,05,000 6,65,500 7,32,050
Other cash inflows
TOTAL CASH INFLOW 10,46,000 11,35,600 12,34,160 13,42,576 14,61,834
CASH OUTFLOWS
Payments for materials 2,17,800 2,39,580 2,63,538 2,89,892 3,18,881
operating expenses ( )
Premises (rent, rates) 12,500 12,813 13,453 14,126 14,832
Salaries 20,000 20,500 21,525 22,601 23,731
General expenses 1,900 1,948 2,045 2,147 2,254
Interest and bank charges payable 15,000 15,000 15,000 15,000 15,000
Lease payments 10,000 10,250 10,506 10,769 5000
Corporation Tax 31,470 39,341 44,262 49,724 55,783
Market survey costs 1,650 1,691 1,734 1,777 1,821
Other preliminary expenses 1,800 1,845 1,891 1,938 1,987
capital expenditure
Plant and other capital expenditure 22,500 25,000 27,500 35,000 45,000
financing repayments
Loan repayments 37,500 37,500 37,500 37,500
TOTAL CASH OUTFLOWS 3,34,620 4,05,468 4,38,954 4,80,474 5,21,790
Cash flow summary
NET CASHFLOW FOR PERIOD 7,11,380 7,30,133 7,95,206 8,62,102 9,40,044
OPENING CASH BALANCE 6,50,000 13,61,380 20,91,513 28,86,718 37,48,820
CLOSING CASH BALANCE 13,61,380 20,91,513 28,86,718 37,48,820 46,88,864

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Balance Sheet
Balance Sheet
Assets FY-1 FY-2 FY-3 FY-4 FY-5
Current Assets
Cash $5,31,800 $5,31,990 $5,48,025 $5,63,684 $5,87,731
Accounts receivable $3,30,000 $3,63,000 $3,99,300 $4,39,230 $4,83,153
Total current assets $8,61,800 $8,94,990 $9,47,325 $10,02,914 $10,70,884
Fixed (Long-Term) Assets
Vehicles $45,000 $24,000 $21,000 $18,000 $15,000
Furniture $30,000 $28,800 $23,040 $18,432 $14,746
Equipment $22,500 $14,400 $11,520 $9,216 $7,373
(Less accumulated depreciation) $16,500 $13,800 $11,640 $9,912 $8,530
Total fixed assets $81,000 $53,400 $43,920 $35,736 $28,589
Total Assets $9,42,800 $9,48,390 $9,91,245 $10,38,650 $10,99,473
Liabilities and Owner's Equity
Current Liabilities
Accounts payable $35,000 $25,000 $27,000 $25,000 $27,000
Accrued Rent $12,500 $13,125 $13,781 $14,470 $15,194
Bank Charges Payable $3,000 $3,000 $3,000 $3,000 $3,000
Short-term loans $10,000 $10,000 $10,000 $10,000 $10,000
Income taxes payable $22,560 $29,066 $32,969 $37,313 $42,143
Accrued salaries and wages $20,000 $21,000 $22,050 $23,153 $24,310
General Expenses $1,900 $1,995 $2,095 $2,199 $2,309
Lease Payment $10,000 $10,500 $11,025 $11,576 $12,155
Current portion of long-term debt $50,000 $45,000 $40,000 $35,000 $30,000
Total current liabilities $1,64,960 $1,58,686 $1,61,920 $1,61,711 $1,66,112
Long-Term Liabilities
Long-term debt $1,50,000 $1,12,500 $75,000 $37,500 $0
Less: Loan Repayment $37,500 $37,500 $37,500 $37,500
Total long-term liabilities $1,50,000 $75,000 $37,500 $0 -$37,500
Owner's Equity
Owner's investment $5,00,000 $5,50,000 $6,05,000 $6,65,500 $7,32,050
Net Profits $52,640 $67,820 $76,928 $87,063 $98,334
Reserve and Surplus $52,640 $67,820 $76,928 $87,063 $98,334
Total owner's equity $6,05,280 $6,85,639 $7,58,855 $8,39,626 $9,28,718
Total Liabilities and Owner's Equity $9,20,240 $9,19,325 $9,58,275 $10,01,337 $10,57,330

69STAYFIT
The financial plan was drawn for the company for the five year forecasted trend in
which the various aspects of the company was taken into consideration. There are various
business factor and macro-economic forecast which has been taken into account while
analysing the financial statements of the company. The market penetration rate of 10% was
taken into account for the analysis of the growth rate of revenue for the company. The growth
rate in revenue for the company shows the increasing demand, which the company is
expected to get from the increasing business services, and products that the company will be
rendering. The various expenses and the sources of revenue for the company was taken into
account after analysing the business condition under which the company is expected to
operate and the various other features that will be affecting the operations of the company.
The rise in expenses of the company was taken into account with the rising cost of operations
for the company and the rising inflation for the company. The return on capital employed is
an important factor that is taken into account for the purpose of the analysis of the company.
The rising profitability of the company and the increasing market penetration of the various
products and services of the company shows that the company will have a good sustainable
growth and development of the company in the long-term.
8.0 Risk Management Strategies
8.1 Advanced Technical Skills
a) The potential risk identified for the company would be the acceptance and the demand for
the meals of the company. There are other various operational risk also associated with the
product such as spillage of foods while delivery, late delivery, missing products, order deliver
issues which can potentially impact the operations and the growth of the product. The
company need to be well efficient in tackling various risks associated with the same. Rising
expenses of the company and falling revenue can also be identified as the key risks for the
company.

70STAYFIT
b) The company would be applying relevant risk management strategies so that it can well
asses the business operations of the company. The company should forecast al the key
expenses of the company and the revenue base of the company under different scenarios and
conditions. The application of various growth and scenarios would help the company in
making the best usage of the key resources deployed by the company. The financials of the
company including the key factors of the company was forecasted under three scenarios so
that the management of the company would be ready for all situations to tackle. The
operations of the company would be well tackled by experienced employee base so that they
can easily support the operations of the company through better customer services.
9.0 Performance Evaluation and Strategic Exit
. The risk management and the organisational structure in the company is of great
importance and the same has been kept in view before deciding upon the various plans and
policies about the company. The funding of the initial capital for the company was decided in
the context of various factors of financing and then selecting the optimum source for
financing. The company in the initial stage will be financing through equity and debt
financing. Growth and development of the operations of the business operations are off great
importance and the same has been taken into consideration for the purpose of the analysis of
the company. The company would be aiming at promoting three common factors for the
overall development of the business operations which will be nutrition, health and wellness.
The key success factors which the management of the company must consider are high sales
and appropriate turnover ratios. The high sales represent the profit generating capacity of a
business while the turnover ratio depicts the efficiency of the business. The other key success
factors which should be considered by the management includes positive cash inflows, high
return on investments and other key factors such appropriate liquidity and balanced capital
structure mix of the business.

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Conclusion
The Business plan was decided in the field of providing health industry where the
company StayFit will be focussing on preparing and selling healthy meals to the ultimate
consumers. Having a balanced diet in the daily lifestyle is of great need and the same is
addressed and spread as a message by the company where the company promotes healthy
meals and products so that the ultimate consumers “Eat Healthy and Stay Healthy” which
serves as the tagline of the company. The growth rate of the company was assessed to be
comparatively much better and at a sustainable rates as the demand for the food and health
related lifestyle trend increase amongst the consumers. The financial position of the company
was assessed to be financially stable for the company with rising net profit margin of the
company.

72STAYFIT
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