A Business Plan for Naturally Australia in the Cosmetics Sector of Australia

The study is a business development plan for a new venture called Naturally Australia. The company will engage in business in the cosmetics sector of Australia and will focus towards manufacturing soaps, body washes and scrubs. The essential aspects like marketing, human resources, financing and technological requirements and strategies have been essentially discussed. The market size, trends, and segmentation are also analyzed.

Running head: A BUSINESS PLAN
A Business Plan
Name of the Student
Name of the University
Author note

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Executive Summary
The study is a business development plan for a new venture called Naturally Australia. The
company will engage in business in the cosmetics sector of Australia and will focus towards
manufacturing soaps, body washes and scrubs. The entire business plan of the company is given
and the product oriented business strategies have been effectively formed. The essential aspects
like marketing, human resources, financing and technological requirements and strategies have
been essentially discussed. The proposition has pointed towards a feasible growth prospect of the
proposed venture. The essential implications have been determined through the use of effective
analytical frameworks.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Business Model Canvas...............................................................................................................3
3. Market..........................................................................................................................................5
4. Operations and Technology.........................................................................................................7
5.1. Technical and management experience required:.................................................................9
5.2. Owners of the business and their roles:..................................................................................10
5.3. Ownership structure:...............................................................................................................11
5.4.2. Finding the right employees:...............................................................................................12
5.4.3. Compensation:.....................................................................................................................12
5.4.4. Motivation of employees:....................................................................................................14
5.4.5. Ongoing training needs:.......................................................................................................14
5.5. Growth strategy of Naturally Australian:...............................................................................14
5.5.1. Management and maintenance of quality:...........................................................................14
5.5.2. Change of organizational structure with growth:................................................................15
5.5.3. Career path of employees:...................................................................................................17
6. Finance:..................................................................................................................................18
6.1. Projected revenue from sale of products:...............................................................................18
6.3. Projected and loss statements for first three years:.................................................................19
6.4. Possible sourcing of financing:...............................................................................................19

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6.4.1. Source of money:.................................................................................................................20
6.4.2. Chances of getting money:..................................................................................................20
6.4.3. Things to be given up:.........................................................................................................20
Appendix:......................................................................................................................................21
Bibliography..................................................................................................................................23

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1. Introduction
The study is focused towards developing a systematic developmental path for a company
that will engage in the production, manufacture and sales of high end cosmetic products. The
business plan will be made considering the essential relevant aspects of the cosmetics industry.
The various crucial factors that can affect the operations of the organizations are provided. The
company, Naturally Australia will engage in the production of high end cosmetic products. The
products will be specifically targeted towards the skin issues and hair fall issues of the
customers. The price range will specifically target the higher income and middle income groups.
Hence, the pricing will be done keeping in mind the buying power of these two income groups.
The products will be sold in various volumes of packaging. The packaging will be focused
towards weekly, monthly or quarterly requirements of the customers. The product will be
projected as a substitute for the cheap and significantly ineffective cosmetic products currently
available in the market.
2. Business Model Canvas
Key partners
The key partners
of the company
will be the
suppliers of raw
materials, the
cosmetics
Key Activities
The key
activities related
to the product
will be product
development,
manufacture of
product using
raw materials,
Value
proposition
Increases skin
performance,
reduces hair fall,
soap rids of skin
damaging
particles and
Customer
relationship
The relationships
need to be
created primarily
with retailers at
big supermarkets
as they are much
larger entities. It
Customer
segments
The customer
segment will
consist of
mainly two
types of buyers.
The higher
income buyers

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wholesalers and
retailers, the
advertisers, the
end product
users or the
customers.
development of
marketing
campaign,
promotion
activities
focused on
creating a public
value outlook
towards the
product.
cleanses the face
completely,
value for money
cosmetic
products,
effective
towards all kinds
of skin
problems,
product is made
from healthy
resources.
is also important
that that
essential
relationships are
create with the
customers for
creating better
value for the
product.
and the middle
income buyers.
The customer
segment will
also consist of
beauty salons
and grooming
businesses.
Key resources
Marketing
channels,
product
development
resources, social
media,
television,
hoardings,
supermarket
shops.
Channels
Social media,
television,
hoardings and
billboards,
online
promotions,
sample
providing
counters at
supermarkets
and other
Revenue streams
Revenue will be
streamed from
sales to
customers and
sales to various
enterprises.

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channels that can
be effective
towards
providing data.
Cost structure
Manufacturing cost will be incurred as the expenses
will be incurred for the production of items. Moreover,
the cost structure will incorporate significant expenses
towards promotion activities.
3. Market
The size of the Australian cosmetic market is fairly large. There is a growing demand for
herbal beauty products. Young Australians and millennials are focusing more on buying more
expensive products for increasing their lifestyle value. The market is increasing in line with all
the other essential markets of the area. The market is worth almost 5 billion dollars. The
projected growth of the cosmetics market of the country is of 9.31 per cent (Ramli 2015). Thus,
it is forecasted that the cosmetics market of the country is to grow to become 1.76 billion dollar
market in 2020 (Galli et al. 2015). The most important factors leading to the growth of the
market are its significant immunity towards drastic market changes. The cosmetics industry in
the country has witnessed significantly stable growth over the years. The growth is increasing
also because of the increased use of cosmetics products by both men and women. The market
competition is increasing along with the creation of newer markets. This is causing the
emergence of new competitors. There are already established larger players in the market that
dominate both the higher priced and middle priced cosmetics market.
The dominant trends in the market are with regards to long lasting effects of cosmetic
products. Moreover, there is a growing demand for newer palettes of color for better cosmetic

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shades. There is growing demand for sun protection and many soap producers are also trying to
provide sun protection enhancing products. As mentioned previously there is a strong inclination
of the growing trends towards herbal and organic products (Mishra 2018). This has also been
affected by a trend towards veganism in the country. The focus of the newer more popular
products in the market is towards protecting the users from harmful effects of the sun and
pollution. The current trends have mostly affected the market in positive ways. The people are
more inclined towards products that can cause no harm to their body when used. The usage of
less available resources for herbal products have made the manufacturing process more
expensive for some of the companies.
The market can be segmented on the basis of higher income regular users, middle income
regular users and lower income regular or infrequent users. The higher income groups are more
aware of the recent trends and are more likely to be affected by the market trends. The middle
income group are also aware of the market trends to a lesser degree. The lower income group
may or may not be aware of the market trends or available products. The market base is mostly
urban oriented and suburban in some cases. The major competitors in the market are David Jones
and Myers, Dior, Clinique, Sephora and other companies. The products are mostly available
across supermarkets, malls, specialty stores and retail stores. Moreover, direct sales like
enterprises like Amway take place. The major business are located in top cities of the country
like Melbourne, Adelaide, Sydney and major areas of the Gold Coast. The consumers are
becoming increasingly urban oriented. Moreover, the market is being spread across the suburban
areas with the growth of the affluent suburban population.

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4. Operations and Technology
Technology will be an essential aspect for Naturally Australia. This is mainly because the
product requires significant manufacturing process for developing an effective end product.
Technological advancements are being used by various enterprises to develop products that are
much more effective than previously manufactured cosmetic products. The company will engage
in the manufacture of cosmetic products like soaps, body wash and bath accessories. This
requires the use of effective and efficient technology for creating better products. The technology
that will be utilized will be made by outside third party sources. Hence, a contractual or sub
contractual basis of developing technology will be used. Thus a sub contracted manufacturing
facility will be vested with the initial responsibility for manufacturing the products.
The newer technologies in the cosmetics sector are highly computerized. Human input
have been minimized recently as the formulas have become more complex and require more
effective mixtures of a variety of ingredients. The computerized setup helps in generating
algorithms through which the complex process of the manufacture of the products could be
easily tackled. The emerging technologies can be greatly remotely operated. The production rate
has increased, the product consistency have almost been perfected and the product design and
packaging in the recent times have become better than ever.
The product will be produced through the latest but more economical technologies. The
systems that will be utilized will be considered on the basis of their longevity. The systems will
be utilized effectively and a highly computerized mechanism will be used for all the products
that will be manufactured by the company. The sub-contract will be utilized and effectively
coordinated with in order to ensure smooth running of the mechanisms.

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The sales and distribution will be done through third party inventories. Third party
inventories will be selected on the basis of the better storage and distribution facilities that they
are offering. The sales channels that will be used will be through distributorship, wholesalers and
sales representatives. This will be the initial sales and distribution mechanism that will be
predominantly utilized. Moreover, effective inventory management technology will be utilized
through the third party inventory management providers.
The most important ingredients are various types of oils that have to be utilized for
making the soaps. Moreover, basic ingredients are various chemicals. The ingredients that will
be utilized will be organic and as close to herbal as possible. The skills required are low as most
of the works will be done by the machinery. However, skills are required in order to provide
effective inputs to the machines. The products will be bound by the requirements of the
Australian consumer law. The laws are in place to ensure the manufacture of safe products that
should not harm the consumers in any way. The company is focused towards providing unique
products to the customers and has to consider certain essential ethical issues. The company will
hence focus towards providing the most unique and value for money product to the customers5.
Human Resources:
5.1. Technical and management experience required:
Naturally Australian would require technological and management experts to operate
efficient in the Australian market. The cosmetic market of Australia is already capable of
generating a revenue USD 4480 million (Statista.com. 2018) Australia is already home to several
beauty brands both international as well as Australia. This means that there is no dearth of
cosmetic and beauty technology experts and management experts. Naturally Australia would
require to obtain experts in knowledge in various fields like knowledge about organic beauty

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Apex management
HR MarketingFinance
R&D
Manufacturing
care, knowledge about integrating modern cosmetic manufacturing with organic raw materials
and knowledge about supply chains which can provide these materials at economic rates. It is
evident that the Naturally Australia would require to conduct extensive research to offer high
quality skin care products and manage immense supply chains. This means that the firm would
require to source immense financial resources to fuel its business right from its very inception.
The firm would require financial experts to manage its financial resources and investments. The
firm would also require to acquire a risk management expert who would train the staff on WHS.
The human resource manager would enable the firm to acquire skilled staff to operate efficiently
in the market. The firm would also require a trained marketing team to market its products in the
Australian market. The following table would show the staff requirements of Naturally
Australian:
Figure 1. The departments and their interatcions
(Source: Author)

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Note on figure 1:
Green arrow-Flow of finance
Orange arrow- Flow technical knowledge and innovation
Black arrow-Flow of marketing orders from clients and market research information
Blue arrow- Control of apex management
5.2. Owners of the business and their roles:
Naturally Australian would function under well-defined hierarchy of ownership of its
various areas of operation. The ultimate ownership would lie with the entrepreneur and the apex
management. The technical experts would be owners of the technical improvements they would
bring about in the product line. The onus of the technological advancement and innovations
would lie with the research and development or R&D department as shown. The ownership of all
the financial resources and the all the investment decision should lie with the finance department.
Similarly, all the marketing department would responsible for the distribution channels and
customers. These departments should work cooperatively under the ultimate onus ship of the
apex management.
5.3. Ownership structure:
Naturally Australia would enter the Australian premium cosmetic market with sole
ownership format. The business would require more resources especially financial resources as
its size and market in Australia would increase. The business in the long run would target
marketing authentic Australian cosmetics in foreign markets starting with New Zealand. Then
the company should eye at entering highly competitive markets like Singapore, India and China.

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This means that the firm would have to compete with with several international beauty
companies like L’Oreal and Unilever. This also means that the firm would require more capital
to compete in the market and its current sole ownership format would not be able to suffice this
need. The firm in order to sustain in the market should get listed on the ASX and sell shares in
the market to raise capital. This would also mean that the firm’s ownership would partially
be with equity investors in the long run. The rest of the ownership with lie the entrepreneur
and the apex managers,
5.4. Manpower requirements:
5.4.1. Number of employees:
It would be assumed that at the initial stage the Naturally Australia would require 100
employees. The requirement of employees would expand to 150 in the second year and in third
year the business would require to double its initial employee number. This is because it can be
assumed that in the third year Naturally Australian would have gained a strong foothold in the
premium beauty market in Australia and would have acquired a consumer base. This means the
firm would require 200 employees in the third year to meet the pressure of this expanding
business.
5.4.2. Finding the right employees:
Naturally Australian would have to find the right set of employees to fuel its market
operations. The HR department should advertise the vacancies, job descriptions and the required
candidate profile in the newspapers and online job portals. The HR department should also
publish the job requirements on the official website of Naturally Australian. The existing
employees of Naturally Australia should also refer acquaintances and relatives to high posts but

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the ultimate decision to employ the latter should lie with the HR department. As far as the
managerial posts are concerned, the firm should try acquiring employees having work experience
of working with multinational cosmetic companies. Naturally Australian would benefit from
their decision making power and expertise while taking strategic decisions. As far as supply
chain and marketing employees are concerned, the firm should acquire having work experience
of working with other cosmetic companies. The supply manager and marketing managers owing
to their experiences would be able to take more accurate decisions in their respective areas.
5.4.3. Compensation:
Naturally Australian should compensate its employees legitimately in order to retain
them and profit from their knowledge and expertise in the long run. The compensation should be
directly linked to the job description and hours worked. For example, a shift of eight hours would
be considered as full day while a shift up to 4 hours would be considered as a half day.
Employees can also avail a fixed number of short leaves less than two hours prior to the end of
shift. The employees having expertise like R&D experts should receive a loyalty bonus for their
knowledge before Christmas. The marketing staff would receive incentives for their target
achievements. The incentives can be a financial, non-financial like holiday trips or a combination
of both.

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5.4.4. Motivation of employees:
The management of Naturally Australian should form a strategy to motivate the
employees to perform more highly. The motivational strategy should consist of financial and
non-financial elements closely linked to the compensation structure. The departmental heads
should hold meetings with the team members to motivate them. The management should offer
higher salary and incentives to motivate the employees. The employees should be allowed
benefits like work from home and flexible timing facilities to motivate them. The management
should hold an annual party or picnic which would allow employees of different departments and
designations with interact freely. This would make them feel more related to the firm and
motivate to achieve higher levels of performances.
5.4.5. Ongoing training needs:
The management and the departmental managers should form training strategies to train
the employees and keep their competencies abreast with the changing market requirements. The
management should take record of the employees’ performances. If an employee performs low
consistently, the managers hold sessions with the employees to understand the causes of the low
performances. They must design training improve the skills and competencies of the employees.
5.5. Growth strategy of Naturally Australian:
5.5.1. Management and maintenance of quality:
The management of the firm should form a quality analyst department which would
monitor and manage the quality of products. The department would responsible for ensuring the
firm acquire high grade raw materials and manufactures quality products. The body should also
ensure sustainable waste disposal and recycling of wastes. The body on the basis of its quality

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Sole proprietor
and CEO
Departments
analysis can make recommendations to the management which the latter can impose on the
departments.
5.5.2. Change of organizational structure with growth:
The organizational structure of Naturally Australian would undergo remarkable changes
as the firm would expand its operations. The organizational structure would be tall consisting of
the sole proprietor, the departmental heads and the lower level employees. As the firm would
expand, it would require to get listed on ASX in order to meet its capital requirements. At this
stage, the firm would be present in Australia and New Zealand. Thus, the organizational
structure would consist of Australian branches and New Zealand branches. When, Naturally
Australian would expand into Asia, the company would have expand its organizational structure
to meet the needs of Australia, New Zealand and Asian markets.
Figure 2. Organizational structure in Stage 1
(Source: Author)

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CEO and President
Directors
Vice President and Business
head, Australia
Vice President and
Business head, NZ
Figure 3.Organizational structure in Stage 2
(Sourxce: Author)

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CEO and President
Directors
Vice President and Business
head, Australia
Vice President and
Business head, NZ
Vice President and Business
head, Asia
Figure 4. Organizational structure in Stage 3
(Source: Author)
5.5.3. Career path of employees:
Naturally Australia would provide path for career development to employees using a
transparent performance appraisal system. The appraisal would be based on the annual
performance of employees. The employees would get appraisal and promotion based on this
performance measurement. When a vacancy would arise, the firm would give priority to fill the
vacancy to its present employees. However, the final promotional decision making power rests
with the management.

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6. Finance:
6.1. Projected revenue from sale of products:
6.1.1. Selling price per unit from market research:
Organic
soap bars
Boby
Wash
Srcub Bath
accessories
Number of units sold annually 600 600 600 600
Average sales price per unit($) $50.00 $200.00 $100.00 $100.00
6.1.2. Projected sales volume and sold ($):
Organic
soap bars
Boby
Wash
Srcub Bath
accessories
Number of units sold annually 600 600 600 600
6.2. Start-up costs and equipment/capital costs:
START-UP COSTS Cost ($) EQUIPMENT/CAPITAL
COSTS Cost ($)
Registrations Business purchase price $
55,000
Business name Naturally
Australian Franchise fees 100000
Licences 36 Start-up capital $
155,000
Permits 100 Plant & equipment
Domain names 100 Vehicles 80000
Trade marks/designs/patents 20000 Computer equipment 40000
Vehicle registration 2000 Computer software 2000
Membership fees 2000 Phones 10000
Accountant fees 100000 Fax machine 2000
Solicitor fees Security system 30000

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2,500
Rental lease cost (Rent advance/deposit) 10000 Office equipment $
50,000
Utility connections & bonds (Electricity, gas, water) 10000 Furniture $
25,000
Phone connection 1000 Shop fitout $
25,000
Internet connection 5000
Computer software 10000
Training 30000
Wages 30000
Stock/raw materials 10000
Insurance 10000
Building & contents $
80,000
Vehicle 100000
Public liability 2000
Professional indemnity 2000
Product liability 10000
Workers compensation 100000
Business assets $
180,000
Business revenue $
290,000
Printing 5000
Stationery & office supplies 5000
Marketing & advertising 5000
Total start-up costs 731,73
6
Total equipment/capital
costs $ 369,000
6.3. Projected and loss statements for first three years:
Appendix 2 Attached
6.4. Possible sourcing of financing:
Summary Statement
Sources of Capital
Owners' and Other Investments
$
6,027,500
Bank Loans 5,000
Other Loans 90,000

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Total Source of Funds
$
6,122,500
6.4.1. Source of money:
Summary Statement
Sources of Capital
Owners' and Other Investments
$
6,027,500
Bank Loans 5,000
Other Loans 90,000
Total Source of Funds
$
6,122,500
6.4.2. Chances of getting money:
Chances of getting money based on the available sources of funds identified would be
subject to sanctions of the lending authority like banks.
6.4.3. Things to be given up:
Naturally Australian at the initial phase has to give celebrity marketing of its products.
However, the firm gains on financial and market strength, it can launch celebrity promotion
campaigns.
Appendix:
Appendix 1:

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START-UP COSTS Cost ($) EQUIPMENT/CAPITAL
COSTS Cost ($)
Registrations Business purchase price $
55,000
Business name Naturtally
Australian Franchise fees 100000
Licences 36 Start-up capital $
155,000
Permits 100 Plant & equipment
Domain names 100 Vehicles 80000
Trade marks/designs/patents 20000 Computer equipment 40000
Vehicle registration 2000 Computer software 2000
Membership fees 2000 Phones 10000
Accountant fees 100000 Fax machine 2000
Solicitor fees 2,500 Security system 30000
Rental lease cost (Rent advance/deposit) 10000 Office equipment $
50,000
Utility connections & bonds (Electricity, gas, water) 10000 Furniture $
25,000
Phone connection 1000 Shop fitout $
25,000
Internet connection 5000
Computer software 10000
Training 30000
Wages 30000
Stock/raw materials 10000
Insurance 10000
Building & contents $
80,000
Vehicle 100000
Public liability 2000
Professional indemnity 2000
Product liability 10000
Workers compensation 100000
Business assets $
180,000
Business revenue $
290,000
Printing 5000
Stationery & office supplies 5000
Marketing & advertising 5000
Total start-up costs 731,73
6
Total equipment/capital
costs $ 369,000
Appendix 2:

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PROFIT & LOSS Year 1 Year 2 Year 3
Sales 270000 297000 326700
less cost of goods
sold $13,500 14850 16335
More… 0 0 0
Gross profit/net
sales $256,500 $282,150 $310,365
Expenses
Accountant fees 100000 110000 121000
Advertising &
marketing 5000 5500 6050
Bank fees &
charges 5000 5500 6050
Bank interest 1000 1100 1210
Credit card fees 1000 1100 1210
Utilities (electricity,
gas, water) 10000 11000 12100
Telephone [phone]
Lease/loan
payments 10000 11000 12100
Rent & rates 80000 88000 96800
Motor vehicle
expenses 8000 8800 9680
Repairs &
maintenance 10000 11000 12100
Stationery &
printing 5000 5500 6050
Insurance 10000 11000 12100
Superannuation 1000 1100 1210
Income tax 1000 1100 1210
Wages (including
PAYG) 30000 33000 36300
More… 0
Total expenses $98,000 $107,800 $118,580
NET PROFIT (Net
Income) $158,500 $174,350 $191,785
Note It has been assumed that all sales and expenses would increase @ 10% yearly

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