Go Veggie: A Startup Business Plan for Vegetable Distribution

Go Veggie is a startup business plan for vegetable distribution in the UK. Their primary mission is to provide ready to eat vegetables of high quality that bring convenience and health to the consumers. Read about their vision, market size, competitors, business model, pricing strategy, revenue streams, and funding options.

ENTREPRENEURSHIP &
SMALL BUSINESS
MANAGEMENT

EXECUTIVE SUMMARY
Go Veggie is a small new start up business which work towards distributing vegetable
packages to restaurants and super markets. Their primary mission is to provide ready to eat
vegetables of high quality that bring convenience and health to the consumers. Their primary
customers are the housewives and have no time to go to market. Hence, the purpose is to save
their time and provide them healthy and nutritive ingredients. The company is located in the UK
and deal in both offline and online business operations. The objective of the company is to add
more vegetables to their products in the future terms to provide more options to their consumers.
Moreover, company also provides ready to eat fruit packages in small portions for children and
supply them to schools as well.

Table of Contents
1. BUSINESS DESCRIPTION.......................................................................................................4
1.1 Vision.....................................................................................................................................4
1.2 The problem statement..........................................................................................................5
2. MARKET AND COMPETITORS..............................................................................................5
2.1 The opportunity.....................................................................................................................5
2.2 Market size.............................................................................................................................6
2.3 Competitor analysis...............................................................................................................6
3. The Business Model....................................................................................................................7
3.1 Value proposition...................................................................................................................7
3.2 Segmentation, Targeting and Positioning..............................................................................8
3.3 Pricing strategy, revenue streams and passive income..........................................................9
3.4 Resourcing and funding options............................................................................................9
4. The plan.....................................................................................................................................10
4.1 Minimum viable product.....................................................................................................10
4.2 Market entry strategy...........................................................................................................10
4.3 The growth plan...................................................................................................................10
REFERENCES................................................................................................................................1

1. BUSINESS DESCRIPTION
1.1 Vision
Vision: To widen the scope of business to enable it in order to deliver strong sustainable
long term growth by fulfilling consumers demand in large expanding markets all across the
world.
Above stated vision of the company states that the company wants to become one of the
biggest companies in the food industry along with delivering healthy food items all across the
world. They want to deliver high quality standards that meet client’s expectations and
satisfactions. The company employees are highly committed in order to produce the highest
quality of vegetables thus, achieving the high level of customer satisfaction (Primadona and
Emrizal, 2022). The company accomplish this task with the help of teamwork along with
embodying integrity along with progressive agricultural practices into the safe, wholesome work
environment. The company adopts various strategies while being environmentally friendly as the
Go Veggie strive to create a safe, and rewarding environment for its employees along with
expand and diversify state of the art agricultural practices along with achievement of financial
success with utmost skilfulness.
1.2 The problem statement
In context of identification of problem statement that has been found within the Go
Veggie company is related to the presence of wide range and numbers of competitors that are
available within the market place of UK. The primary purpose of the company is to provide
services as well as products to the consumers of the UK to fulfil their desires and requirements in
most suitable manner by offering them appropriate services. There are various similar type of
companies who are also offered alike type of services within the market along with adopting
competitive pricing strategies (Sendawula, Turyakira and Bananuka, 2018). Thus, as a new start
up company, the Go Veggie firm have to deal with such type of issue in successful manner and
required to have back ideas in financial ways as well. Moreover, the company also have to deal
with appropriate number of employees who are appropriately able to deliver their services
among their users which also enables them to enhance their market share. Thus, they need to
reduce their turnaround time and improve response time along with follow it with significant
strategies in order to improve communication and meet their desired targets fruitfully.

2. MARKET AND COMPETITORS
It is foremost for analysing the market before entering into it as having insight of
competition and other trends helps in establishing successfully in the market. for the go veggies
they are new to market, for that it is necessary to analyse market environment which will guide
them to streamline their strategies.
2.1 The opportunity
Opportunity identification:
Vegetable business is highly profitable, as the main aim of go veggies is to deliver the
fresh veggies to consumer through both online and in store mode. It is better opportunity for the
business to persuade with such idea, as after covid all services are done through digital mode. It
is important to ensure that company have the better name which sounds attractive and able to
grab the attention of the consumers (Hanssens, 2018). Because of the growing hospitality
industry there is also increment in requirement of supplying of fresh vegetables.
Opportunity evaluation:
Therefore, for the digital mode opportunity, go veggies can proceed to provide the online
deliveries will be beneficial for the business to sustain in the market. In case of brand name for
attracting attention of consumer in such it can be a better chance for the go veggies to connect
with the local hotels that will help them to provide better momentum to their business.
2.2 Market size
It is estimated that in UK the fruit and vegetable wholesaling have the $9.3bn it is the
result taken in year 2022. It is also estimated that this particular wholesaling industry will
increase by the 2.6 percent in the 2022 (Datta, Mohi and Chander, 2018). Because of the rise of
health consciousness factor among the customer it has increase the awareness about the organic
and nutritional factors that surround the food consumption which has been benefited by the fruits
and vegetables. Thus it is also found that the health awareness is expected to increase in
upcoming years. therefore, it is the better opportunities for the businesses, to pursue their
business in this line for driving the better inflow of cash within the business. Hence for the good
veggies it is important to delivers the better valuable products in order to grow in the market.

2.3 Competitor analysis
As the target market for the vegetables and fruits are both customers and businesses, thus
in UK there are recognised companies which sells the veggies and fruits at greater extent. For the
go veggies they are new in the market so it is obvious that they will witness the high competition
from small businesses as well as recognised and large businesses (Liu and Atuahene-Gima,
2018). It is analysed the top companies like Tesco, Sainsbury and ASDA, as three of them
consider as the greatest retailer chain in UK, all offers the vegetables and fruits, as it is obvious
that customer will go towards them to buy product as they have better brand image and have
ability to address the demands of the consumers. Concern with the Tesco they have connected
with the local farmers and other growers for delivery of their foods and veggies, therefore go
veggies have major threat because Tesco company follows their social responsibility that means
they have large customer base. In case of Sainsbury they are committed to reduce the waste and
to donate the foods, thus this social image and there vegetables that is grown within the country
is creating brand awareness which leads consumers to make purchase therefore it is intense threat
for go veggies. Asda company’s frequent changes for betterment in their fruits and vegetable
section is providing competitive advantage to firm, thus it is difficult for go veggies to sustain in
such market, therefore they must required to come up with innovative ideas to stay strong in
market. As well as there are greater intense competition among the local wholesalers, therefore
all can be threat for the go veggies because they are new in such market. For that they can
proceed to create the brand awareness of their business first as it will help them to sustain in such
highly intense competitive market.
3. The Business Model
3.1 Value proposition
The value proposition is a model which has been used at the time when there is a requirement
to refine an existing product or service offering or at the time of new offerings that are being
developed from scratch. In current scenario, the Go Veggie is going to start their new and
innovative business and propose it in the market place of United Kingdom. This canvas model
has been prepared on the basis of two blocks which are related to customer profile and a
company's value proposition (Strawser, Hechavarría and Passerini, 2021). The customer profile

has been identified with appropriate researching over the market space in which the company
operates. It enables them to gain benefits by fulfilling the customers desires. This should be
created for each consumer segment as each one of them are having distinct jobs to be done.
There are various elements which helps the company to create their value for customers such as:
 Newness: The Go Veggie company tries to introduce new product and services within the
market place of UK. Here the company provides services in the form of providing
vegetable packages to restaurants and super markets. Although this is not a new concept
but there are few things which makes this business idea innovative such as they utilizes
eco-friendly packaging which can be again recycled by the company and also instant
delivery of goods and services.
 Performance: The employees of the Go Veggie are highly able to perform better in
context of their tasks and provide services to their users within desired time duration.
This activity automatically enhances the brand value of the company.
 Customizations: In terms of customization, it has been analysed that the Go Veggie is
also appropriately able to provide their service to household people as well and thus
provide customize their food basket facility as well.
 Getting the job done: Value can be generated by simply helping a consumer to get their
job done. Go Veggie understands this very well and adopts all the necessary actions that
helps them to create a great recognition and value among the mid set of consumers.
 Design: It is a difficult but important aspect to measure. A product or any service may
stand out because of its superior design. In this business, the packaging of the products
are highly convenient to carry easily by their users as well as provide on call services as
well.
 Price: Go Veggie adopts competitive pricing range in order to set up their business
among their other competitive firms. Thus, the lower price is the most common way to
satisfy the requirements of price sensitive customer segments (Welter, Baker and
Wirsching, 2019). But low price value proposition have important implications such as
for some duration of time they have to avail fewer profit margins for the betterment of the
company.

 Risk reduction: Customer value reduces the risks they incur while purchasing products
and services. The Go Veggie reduces the risk of providing vegetables that has been
generated through artificial preservatives or any other harmful chemicals.
 Convenience: Making things more convenient and easy to use can create substantial
value among the market. The Go Veggie company is highly able to provide easy and
convenient services to their users in order to originate the value among consumers.
3.2 Segmentation, Targeting and Positioning
Products and services that are being offered by the Go Veggie as well as other businesses
can never become attractive for all people across the nation in equal manner. It is all because of
the fact that the diversified needs and wants of the people among the society. Hence, the
customers are highly engaged into the market segmentation and targeting practices. It has been
evaluated that market segmentation of the Go Veggie is based upon true concept that the market
for the vegetables in not homogeneous to the users demand and wants. Thus, it divides market
population members into different groups according to their requirements and needs as well as
other criteria and developing products and services that aim to satisfy the requirements of the
users (Allan, 2018). The company segment their market in context of geographical,
demographic, psycho-graphic and behavioural bases. In geographical manner, company offered
goods among the UK in urban as well as rural both areas. In age group the products are for all
age group, for both males and females. In context of demographic terms, the company targets
low and middle income people or business owners, occupation wise they might be supermarket
owners, working class or business class people. This also provides cost benefits and having
positive attitude towards their offerings to their users. Thus, the company targets business class
people who represent individuals within middle or higher income range because they are the
ones who are the ultimate business person. They are mainly focused towards cost effective
strategies up to greater extent (Porfírio and et.al., 2022). Moreover, the company will position
their product among the mind of customers with the help of adopting online platform, as well as
various other offline promotional strategies which enables the company to set their business
among the minds of consumers.

3.3 Pricing strategy, revenue streams and passive income
The Go Veggie adopts the kind of pricing strategy which is highly promotes cost
effective in nature. The company adopts low cost pricing strategy for their offered goods and
services without any compromise with the quality of the offered goods (Tien and et.al., 2019).
The company adopts economies of scale and works constantly with their suppliers in order to
make effectual supply chain to reduce prices of the offered goods.
In terms of explaining the revenue stream of the Go Veggie, the company comes under
the vegetable and fruits wholesale industry. The passive income of the company is the related to
preparing and making an income stream. Here, the Go Veggie have been created it with the help
of invest profits into dividend stocks through which company distribute their part of earnings to
investors on a continuous basis such as quarterly (Kim, ElTarabishy and Bae, 2018). This
specific element helps to become less volatile than growth stocks and help diversify the
portfolio.
3.4 Resourcing and funding options
With the help of getting capital from angel investors which are the individuals with
surplus cash along with a keen interest to invest into upcoming start ups. They are the ones who
make profits and generally have business expertise they share with the company to help the firm
to expand and grow well (Landström, 2020). They are ones who scrutinize the business plan and
then they have to build reason of investment and with the sure ability that the business plan is
strong, the angel investors invest into the business. Moreover, with the help of venture capital ,
the investors take equity into the business in exchange for finances. This resembles to mutual
funds from which they earn money from various investors.
4. The plan
4.1 Minimum viable product
The minimum viable product is an early stage version of a product or concept that provides
a start up business entrepreneurs a crucial feedback that they can use to further develop and
improve their functioning (Marlow, 2020). The minimum viable product approach is based upon
the premises that can provide appropriate value by delivering minimum features that early
adopters will use. The company can then later onwards able to adopt feedback that will enable

the Go Veggie to build a better product or services that are highly able to resonate with their
future users.
4.2 Market entry strategy
It is a planned distribution and delivery method of services and goods towards a new target
market. There are various ways through which a company can enter into diversified market place
as it has been identified that no one particular market strategy works well for all international
markets. Moreover, there are numerous factors that also influence the choice of strategy which
includes but not only limited to tax rates, the degree of adaptation of product required,
transportation costs and marketing. With the help of joint venture, the company can able to enter
into the new globalized market (Guerrero, M., Liñán and Cáceres-Carrasco, 2021). It is another
kind of partnership which involves the creation of a third independently managed company
within which two companies agree to work together in a specific market. The risks as well as
profits are also shared equally which helps the newly introduced company to sustain their brand
image.
4.3 The growth plan
Growth and expansion are the key goals of small businesses and hence in order to achieve so,
the company plans out different strategies to grow business and reach towards wider customer
base. In general there are various ways such as addition of new products and services, selling of
more goods and services to existing consumers, expansion into new territories, target new
customer segments and tap towards new and advanced business channels (TURSUNOV, 2021).
Thus, with the help of adopt these things along with extend the market reach, the company will
able to plan their growth and expansion strategies. The growth plan of the company refers to
certain objective which includes:
 Increase revenue by 10% by cutting down expenditure.
 Enhance sales volume over next 6 months.
 Will improve current customer relationships and promote business through referrals.
 Moving towards cheaper establishment that will reduce the operational cost.
 Will increase my profit by the end of the upcoming six months.

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