How to Write an Introduction Pdf

Contents
Introduction:.............................................................................................................................................1
Objectives: ...............................................................................................................................................1
Mission and vision:...................................................................................................................................2
Detailed overview of the business:...........................................................................................................2
Analysis of the market for ‘UK Eco-Friendly Club’:....................................................................................4
Management of ‘UK Eco-Friendly Club’....................................................................................................8
References................................................................................................................................................9

Introduction:
This is the proposed plan for business to be done by us in England. The plan is to start an
organic store where we will provide different products which will be grown in organic way.
The products will include the groceries and other household products. The name of the business
is, ‘UK Eco-Friendly Club’. The main agenda of our business is to provide the healthier
products as compare to those products provided in the market of UK now days. We will be
serving the main community of London firstly and then we will grow business to other
locations in UK too. The initial customer base for business might be 30,000-35,000.(How to
Build an Early Customer Base for Your Startup, 2016) The main location of our business will
be the heart of the city London. It might be the near Buckingham palace or Big Ben. The
location matters a lot because the numbers of potential customers vary from place to place. The
most of the people in London do visit these central places on daily basis. The management of
the business will be done by partners and will require some skilled staff too for the proper
production activities.
(Barański et al., 2017)
Objectives:
 We will provide the customer with best quality of natural products.
 The food and fruits being provided will be free of any sort of artificiality.
 We will also take care of the body of our customers by providing them proper body care
products free of harmful ingredients like chemicals.
 We will promote eco-friendly business to save the environment of our earth.
Mission and vision:
We are committed to take care of helath consious people of our community by providing them
eco-friendly and fresh quality products which take proper care of their health and body. We are
supposed to save the planet by reduce global warming or harmful effect in order to genrate
helathy atmosphere for community.
Detailed overview of the business:
A. Ownership: Our business will be owned under a partnership firm business because it
is easy to estabilish i.e. its start up cost is low and grant greater borrowing capacity for
attaining high level of sustaible profitability. I will do partnership with one of my friend
and will contribute in proper share of partnership decided in the deed. The investment

for the business required will be done by the partners’ capital and other will be through
the bank and family loans.
B. Fund requirements: The funds required for starting the business are as following
and the raising of the same funds will also be done as given in the below tables (Startup
Costs: How Much Cash Will You Need?, 2018). Moreover, there are various sources
from which UK Eco Frinedly Club raises their funds are as follows:
 Borrowed capital: Under this source, funds are raised with the help of loans or
borrowings from commercila banks, loans from financial insititution, public deposit etc.
In regard of UK Eco Friendly Club, they collect loan from bank of amount around
£1,00,000 which they have to repay by 10 years with an interst rate of 7 percent
(Sources of Finance, 2019).
 Friends and families: It is one of the most common source for fund raising in start up
companies. Thus, the rest of the amount company collected from some of their relatives
around £50,000 in the form of equity financing in which friend receives an ownership
interst in business for accomplishing their business goals in a better way.
(Clavin and Barry, 2019)
Particulars Amount
Initial Expenses £45,000
Initial Assets £35,000
Total £80,000
So as per the above data, these are the basic requirements which are needed at the time
of starting of the business. The following is the detail of assets and funds to be raised
from, i.e. showing balance sheet for the organization.
Particulars Amount
Liabilities:
Partners’ capital
Long term loans
Short term loans
Total
Assets:
Equipment
Stock
Vehicles
Cash at bank
£20,000
£15,000
£45,000
£80,000
£25,000
£15,000
£25,000
£5,000

Cash in hand
Total
£10,000
£80,000
So in the above way, funds will be raised and implementation will also be done as per
the requirements of the business. The borrowings will include the loans from banks as
well as from the family and friends of us.
C. Products of the business: Rather than just doing business of any product, we are
committed to provide such a product which is not just the need of the society but also
the having potential to give them 101% satisfaction. The products been provided will be
processed in natural environment and the ingredients will be without of harmful
chemicals in it. We will be providing number of products under the three main
categories of the products which are as following.
a. Grocery products
 Natural cleaning products, reusable bottels, fair trade organic towels, recycled
fllor mat, aluminium foil, compostable cutklery like forks, spoons, knives and
tasters.
b. Health care and body care products
 Lip balms, hand sanitizers, first aid kits, lotions, body wash, shampoos, and face
pack, ice and gel packs, medical cannabis.
c. Household products
 disposable waste bag, reusable sandwich wraps, toilet tissue, table linen
collection, recycle plastic rugs , organic bedding, eco friendly decking which is
made up from 95% recycled wood and plastic film.
All these products will be eco-friendly and should be grown and produced by all the
natural ways. The food and fruits and other eatables products will be grown in organic farms
and will be naturally processed free of chemicals and full of nutrition value. The health and
body care products will be free of harmful chemicals which are dangerous for any person.
The main features of the products can be the:
 Decrease Carbon Footprint: Under this, its pacakaging isd usually made from
biodegrable, recycled material which reduces the waste of natural resource fro
production.

 Improved brand image: It helps company to attain increased level of profeincy
by attracting wide range of population towards firm products and generate
positive impact among them.
(Orgprints.org, 2019
Analysis of the market for ‘UK Eco-Friendly Club’:
There is greater market for the products being offered by our business. As the world health
problems are growing day by day and the food and nutrition value is also depleting because of
the raising of pollution everywhere, people have become more conscious of the healthier
products. So in the same context our business and our products have greater market to serve.
A. Customer segmentation in the market: Before we start our operations we need
to identify the potential customers of our business and products in the market. The
market will include both type of potential customers, retail customers and wholesale
customers (The art of customer segmentation, 2019). We can make a segment of the
customers in the market so that the production can be done accordingly and products
can be supplied to them. The main segmentation of the retail customers can be as
following:
(Ocw.mit.edu, 2019)
On the basis of Demographic: Under this, company is divided their market through variables
like age, income level, gender, education, occupation, family size and many more.
a. Normal families: The families are being much of the disturbed nature now days
because of the poor quality of the products being supplied by the business houses.
They all know that the products being provided are attractive but the chemicals
being used for the production are very harmful. In families included the mothers
who are households and very much conscious of the health of their families. They
will definitely look for organic food and fruits for their family members.
On the basis of Psychographic: In this, oganisation is segmented their market by focusing
over lifestyle, personalities, consious, opinion in order to attain high levl of profit margin.
b. Employees and businessmen: These are the people who don’t go for much of the
household products. They are generally looking for only fruits etc. So these are the
people who are not the prime customers but the potential ones.
On the basis of Behaviourial: In this, firm classified their items by centering attitude or
behaviour towrads brnads in which customer make decsions over knowledge base which they
have accquired from other people.

c. Students: As far as the customers concerned and their knowledge of the products
being offered by business houses, students are the most knowledgeable and
intelligent customers. They always look for naturally processed food and fruits,
grown organically in the farms. So they will be one of the most potential customers
of our business and will directly buy products from us.
On the basis of Geographic: Under this, company target customers based on predefined
geographic boundary who belongs to different cities, states, regions.
d. Wholesalers: Now the other segment of customers is the wholesalers. These are the
customers from other food and fruit stores who will be buying products directly
from us and then selling at their own stores. No doubt the products can be directly
sold by us but for expansion of the business we need to target such kind of
wholesale potential customers too. It will be highly beneficial for us.
Type of potential
customers
1st year 2nd year 3rd year
Families 10,000 13,000 17,000
Students 13,000 18,000 25,000
Wholesalers 2000 3500 5000
Total 25000 34500 47000
So this is the proposed table inserted showing the potential number of customers that
can visit us year wise. Here we are just showing the estimated figures, for first three
years. It may vary with the actual figures and for further years, it can be up and down
too.
B. Strategic analysis of planning of the business: There are number of things
which needed to be taken proper care of. It includes like sales, competition and
marketing of the products. So for all such kind of activities and operations, we need
strategic planning and proper timely implementation of the same so that smooth running
of the business can be ensured. We can have the following segmentation for strategy
making.
a. Competitive strategies: For reducing the disadvantage of competition, the business
needed to be more specific towards its products. As we are promising complete
natural and organic products, so we need to do so. As some of the competitors in the
market say so but also sell the other non-organic products too. So we needed to be
on edge of them. Also we need to provide the quality of products and that too at

cheaper rates. For the initial days or for first year, we may have to cut our prices or
keep our prices low. As soon as we get new customers and our products gain the
popularity we can add up some of the offers and can increase the prices of the
products to cover up all of our expenses and can earn some revenue.
Also, there will be the full support of the society if we provide the quality of
products having greater nutrition value and organic products. As the society is very
much aware of the product’s quality and health effects, so our product can gain
initial reputation in the market.
(Wilson, 2013)
b. Sales strategies: After examining the sitaution or trend of current marketplace,
company has been able to observe that to enhance the sales is the second objective
of our firm which lead them to accquire high productivity and profitability ratio.
However, their first and foremost objective is attracting more and more customers
towards brands in order to obtain increased level of profit margin among industry.
However, UK Eco Friendly Club adopts several sales strategies for an enhancemnet
of their business within prescribed time limit are discussed below:
 Delivering high quality product at affordable prices for capturing the
attention of customer towards their brand.
 Offering organic food and fruits as per the taste and preference of consmers
for filfulling their demand or need in an effective manner.
 Store should be placed in convenient location so that customer can easily
reach the firm and satisfy their demand or need in an effceint way which
improves the company's volume of sales as well as enrich its profeincy rate
within competitive marketplce.
 Additionally, organisation takes an initiative to centering over social culture
and value in order to genrate positive impact among wide range of
population. Due to this, company can easily accquire best positiong among
industry as well as can gain competitive advanatage in an innovative and
productive style.
The sales forecasting of the various products of the business is as following. The
forecast is showing the various products’ estimated sale during the next three
years. The figures may vary and forecasting of future also depends upon the
popularity of the business and awareness level of the public.
Particulars 1st year 2nd year 3rd year
Grocery products £15,000 £20,000 £25,000
Food and fruits £10,000 £13,000 £18,000
Health care
products
£20,000 £22,000 £25,000
Other household £30,000 £35,000 £40,000

products
Total £75,000 £90,000 £108,000
c. Advertisement strategies: As far as the advertisement of the business is
concerned, basically we can use the basic methods of it. It includes the
advertisements through the various channels like as following:
 Print media: It includes the newspapers and pamphlets to be distributed in
the locality. The newspaper will be covering most of the areas and require
less distribution time as well as the amount which incur for this is £4,500. It
will be including the detailed information of the business and products.
 Social media: One of the most suitable ways of advertising is the social
media which may include the free ads sections on Google or paid sites like
Facebook etc. The other way on internet can be creation of own websites.
You-tube channels can be created by us for attracting more and more
customers through visual information. However, the expense occur for
promoting the product through various social media platform around £4,000.
 Television media: The advertisements can be shooting in which any person
or might be the celebrity is endorsing our products. The advertisement can
be just conveying the message through animations also. Hence, for adopting
this streategy carries a cost of around £3,900.
 Referencing: This is the free of cost advertisement for any of the business in
which customers already buying such products will refer our business to
other people in the market. The power of word of mouth can be working
over here.
 Hoardings: This is the other way of advertising i.e. putting hoardings
around the roads and in shopping malls. The hoarding costs may also vary
from place to place and it is estimated around £2100.
(Russell and Martin, 1976)
d. Cost strategies: Here the business’s costs structure is discussed that how much
of costs will business has to bear and how much funds will be implemented at which
corner of the requirements .
Advertisement cost
Particulars Amount (£) 1st year Amount (£) 2nd
year
Amount (£) 3rd year

Print media 2000 1500 1000
Social media 1000 1000 2000
Television media 1500 900 1500
Hoardings 500 1100 500
Particulars 1st year 2nd year 3rd year
Direct costs £40,000 £47,000 £55,000
Advertisement
costs
£5,000 £4,500 £5,000
Distribution costs £10,000 £13,500 £16,000
Fixed costs £10,000 £10,000 £13,000
Total costs £65,000 £75,000 £89,000
Profit analysis for the proposed three years:
Contribution = Sales Revenue-Variable Costs
Profit = Contribution-Fixed Costs
Particulars 1st year 2nd year 3rd year
Sales £75,000 £90,000 £108,000
Less: Variable
Costs
£55,000 £65,000 £76,000
Contribution £20,000 £25,000 £32,000
Less: Fixed costs £10,000 £10,000 £13,000
Profit £10,000 £15,000 £19,000
Above is the profit analysis based on the proposed figures of costs and sales revenue
of the firm for three years. It may vary accordingly (Financial Statements for
Business Plans and Business Startup, 2019).

Management of ‘UK Eco-Friendly Club’
Here we are discussing the management plans of the firm that how we will be recruiting the
employees and how they will be managed. The pay scale of the employees is also discussed as
following. For the smooth working of the business, we require proper personnel so that we can
have high profitability and can earn huge market share in coming years.
a. Top level: As we are running a partnership firm, so the top management of our business
will be me and my friend in partnership with me. We will be taking the final decisions
of the business. However, if the business grows further, we may go for owning a
company too. Meanwhile we will be managing this firm only. The planning and
organizing the various production events, advertisements and other related activities’
decisions will be lying with us.
b. Middle or lower level staff: We will require number of people for various tasks. For
the production process, we need permanent two producers and basically worker
according to the demands for the products by the customers. They will be used for the
production activities of the various products. The some of the works will be indoor
basis and some of the works will be out-door too. After that we will require two
delivery boys for delivering the products who have ordered for home delivery. We will
have home delivery in the localities of London only. Later on the home delivery
locations will be increased as the business increases. So the basic job profiles will be
like this. The other persons we require are the store assistants who will be there to
assists the people who will be visiting the store and buying the products from
store.Cashier will also be required for the management of cash and he will be assisted
by the receptionists. There is need of one cleaner too for maintaining the hygiene level
of the store so that no health issues may arise out of non-cleanliness.
Following is the proposed wage rate and pay scale plan for all the workers and
employees. It is monthly plan and may vary later on when business will grow further.
Employees Pay scale/hour
Producers £10
Cashier £7
Store assistants £8
Delivery boys £8
Receptionists £7
Cleaners £6
workers £6

Conclusion:
As we have discussed, this type of business has better scope in the market. The people in the
market are much aware of the malfunctioning of the various businesses providing daily use and
household products. The health and environment aspects of it are of much interest of all the
people over there in the market. So if we are providing such a business which is not depleting
the environment and also providing the safe and healthier products to the customers than we
will definitely have a growth in the market. We just need to stay strong in the market and have
greater technology and skills of production. So this is the proposed business plan of our
business idea. Hopefully, proper implementation of the same business can earn us huge profits
in the market.

References
Orgprints.org. (2019). [online] Available at:
http://orgprints.org/29439/1/Organic_food_quality_and_health_webb.pdf [Accessed 16
Apr. 2019].
Ocw.mit.edu. (2019). [online] Available at: https://ocw.mit.edu/courses/sloan-school-of-
management/15-904-strategic-management-ii-fall-2005/lecture-notes/custseg.pdf
[Accessed 16 Apr. 2019].
Barański, M., Rempelos, L., Iversen, P. and Leifert, C. (2017). Effects of organic food
consumption on human health; the jury is still out!. Food & Nutrition Research, 61(1),
p.1287333.
Clavin, D. and Barry, P. (2019). Financial Planning for a Farmer Undergoing Organic
Conversion. [online] Available at: http://orgprints.org/18676/1/Dan_Clavin
%2C_Org._conference_09.pdf [Accessed 16 Apr. 2019].
Russell, J. and Martin, C. (1976). Sources of Scholarly Publications in Marketing,
Advertising, and Public Relations. Journal of Advertising, 5(3), pp.29-34.
Wilson, J. (2013). Global Agriculture Information network. London.
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