Love Thy Environment Business Plan Information 2022

Running head: LOVE THY ENVIRONMENT BUSINESS PLAN
Love Thy Environment Business Plan
Name of the Student:
Name of the University:
Author Note:

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I. Executive Summary:
The United States is one of the developed markets in the world and home to several of the largest
companies in the world. The country earns a high gross domestic product and supports a huge
population. The country at present is reeling under several environmental issues like large scale
clearing of vegetation and invasive species. Large scale cutting of plants and invasive species are
having severe impacts on the fragile ecosystem of the United States. These two issues have reached
such high levels that the Government of the United States have been forced to take steps to curb these
problems. However, the present efforts of the government have not succeeded in checking these two
issues to the required levels. This gap between the required levels of reduction and the actual levels of
controls in controlling these two environmental threats has led to necessity to obtain the support of the
residents of the country to control these two threats. This recognition of the gap would pave for a new
product called ‘Love Thy Environment’ which would manufactured and marketed by LTE Limited
which would be based in Tallahassee, Florida, the USA

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Table of Contents
I. Executive Summary:..............................................................................................................................1
II. Company Overview:.............................................................................................................................4
a) Company Overview:.........................................................................................................................4
a.1. Mission:..........................................................................................................................................5
a.2. Vision:............................................................................................................................................5
a.3. Company logo:...............................................................................................................................5
b) Description of Services:....................................................................................................................5
b.1. Operations of the product:..............................................................................................................5
b.2. Value creation for stakeholders:.....................................................................................................6
c) Competitor Analysis:........................................................................................................................7
III. Market Segmentation:.........................................................................................................................7
a) SWOT Analysis:...............................................................................................................................7
b) Demographic:....................................................................................................................................8
Income:..................................................................................................................................................8
Home ownership:..................................................................................................................................9
Educational qualification:.....................................................................................................................9
c) Target Market:...................................................................................................................................9
IV. Marketing Plans................................................................................................................................10
a) 3Ps:..................................................................................................................................................10
Products:..........................................................................................................................................10
Report sightings:.................................................................................................................................10

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Danger Alert:.......................................................................................................................................11
Place:...............................................................................................................................................11
Promotion:...............................................................................................................................................11
Promotion on the audio-visual and digital platform:..........................................................................11
Promotion on chat show platforms:....................................................................................................12
b) Pricing Strategies:...........................................................................................................................12
V. Operations..........................................................................................................................................12
a) Location:.........................................................................................................................................12
b) Personnel:........................................................................................................................................13
c) Sustainability:..................................................................................................................................13
VI. Finance & Forecast...........................................................................................................................13
a) Income Statement:...........................................................................................................................13
b) Balance Sheet:.................................................................................................................................13
c) Cash Flow Statement:.....................................................................................................................13
d) Return on Investment:.....................................................................................................................13
e) Breakeven Analysis:.......................................................................................................................13
References:..............................................................................................................................................14
.

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II. Company Overview:
a) Company Overview:
LTE Limited would be a limited company listed on New York Stock Exchange primarily. The
company would have its headquarters in Tallahassee, Florida and its three initial branches in New
York City, Washington D.C. and the City of Miami. The company would manufacture and market the
software called Love Thy Environment. The major objectives of the company would be as follows:
1. Marketing of pets including both plants and animals as well as their accessories.
2. Providing a platform for the smaller pet shops to market their products.
3. Rescue unwanted animals, thus ensuring both the people and the animals.
4. Enable the government of the United States trap and remove invasive species to protect the fragile
ecology of the United States.
5. Enhance awareness about environment among people.
6. Encourage people to participate in the environment conservation.
7. Generating high sales by marketing Love Thy Environment.
8. Giving higher returns to investors.
9. Creating a place of work which would promote professional development among employees.
Markets
Per unit
costs($) No of units
Sales targets per
month in USD
Annual sales
target(USD)
Tallahassee 40 100000 4000000 48000000
NYC 40 100000 1000000 12000000
Washington 40 100000 1000000 12000000
Miami City 40 100000 1000000 12000000
Total 7000000 84000000

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a.1. Mission:
The mission of LTE Limited would spread awareness among the people living in the United
States of America about the necessity of protecting the environment. The company would manufacture
and market apps which would enable the people collaborate with the government and the various non-
government organisation towards preservation of the environment. The company would market the app
in the American market to generate high revenue.
a.2. Vision:
The vision of LTE Limited would be contribute towards preservation of the fragile ecosystem
of the United States of America. The company envisions to create value for all the stakeholders right
from investors to customers. The company would promote to the betterment to the society by operating
in ways which would reduce environmental pollution in the United States.
a.3. Company logo:
b) Description of Services:
The services provided by STE would consist of software which would be called ‘Love Thy
Environment’. The software would enable the users to order for pet plants and animals. The users
would also be able to gain information on caring for plants and pet animals. The users using the app
would also be able to report viewing of wild animals and invasive species of animals.
b.1. Operations of the product:
Love Thy Environment would be an app which the consumers would be able to install on both
smart phones running on Android OS, tablets and computers. When consumers would open the app on
smart phones or computers, they would be taken to the opening screen which would contain two tabs

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namely, ‘Order’ and ‘Report sightings’. The customers on clicking the ‘Order’ tab would be able to
view two more tabs namely, ‘Plants’ and ‘Animals’. The consumers on clicking these tabs would be
able to view a host of plants and animals which they would be able to order. The users would also be
able to order food products for both plants and animals. The consumers would also be able to view and
buy accessories like plant pots and animal pens on the app. The tab ‘Report sightings’ would enable
the consumers to report sightings of wild animals and invasive species which they may find within
their resident areas. The link would automatically connect the line to the animal rescue teams. The
caller would be able to track the approach animal rescue van. Users would be able to obtain
information on the environmental conditions under a third tab called ‘Danger Alert’. The main
function of the tab would be creating awareness about the environmental issues facing the United
States of America. This awareness would aim to encourage the users to take part in environmental
conservation,
b.2. Value creation for stakeholders:
The product ‘Love Thy Environment’ would have several positive impacts on the stakeholders.
The first benefit is that the consumers would be able to purchase pet plants and animals on the app.
This would save their time to go and purchase pets from outlets. Moreover, the owners of plants and
animals would be able to buy pet food and accessories. Thus, the app would be a one stop solution for
pets and their needs. The second benefit which the app would usher on the consumers are, they would
be able to view and order for pets as well as pet requirements on their smart phones and computer as
per their convenience (Ferretti, 2016). Thus, the app would save time of users and enable them to meet
the necessities of their pets without actually having to visit shops, thus creating value for them. The
third benefit which the app would create for its consumers would be that they would be able to avail
animal rescue services at their homes or localities which would ensure their safety from animals like
snakes which might enter their localities. The fourth benefit which the product which ensure would be
creation of awareness about environment and spreading awareness about the necessity to conserve
environment. This creation of awareness would encourage people to act in more environmentally

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sustainable ways like planting more plants which would benefit the society as a whole. The fifth
benefit which LTE Limited ensure would be earning high revenue for the management by selling apps
and pets as well as their necessities to a large base of consumers (Tarhini et al., 2015). The sixth
benefit which the company would usher would be giving high returns on investment to its shareholders
by generating high revenue. The seventh benefit which the company would usher would be creating
employment opportunities in the USA and paying taxes, thus benefitting the government bodies. The
eighth benefit which the company would usher upon the government would be, the app would
encourage more people to participate in the environmental conservation plans of the government. The
ninth benefit which LTE would create would be enabling the local suppliers of pets generate revenue
by marketing their products on the app of the company, thus bringing about business development of
the former. Thus, it is evident that the company would benefit its stakeholders right from its very
inception.
c) Competitor Analysis:
The company Love Thy Environment Limited in the initial stage would have competitors since
its product LTE would be first of its kind in the American market. The product is actually a
combination of three services. The first service is pet and pet accessories marketing app while the
second product or service is an animal rescue service. The first two services would generate revenue
and paid services. The third services. The environmental awareness creation services resembles an
environment based magazine. Thus, the app actually combines three diverse services which would
make it unfeasible for one single firm to compete with LTE. However, it can be pointed out that in the
long run, similar companies would enter the market. Thus would create competition for LTE.
III. Market Segmentation:
a) SWOT Analysis:
Strengths:
1. LTE would be a new product.
2. Pioneer in app enabling multiple environment
Weaknesses:
1. Being new, consumers may doubt its service

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related services.
3. Backed by LTE Ltd which is a listed company
4. Financially strong.
5. Presence in five main cities of the USA.
6. Serves pet lovers and environmentalists
simultaneously.
7. Absence of immediate competitor, can gain
leading position in the market.
8. Provides profit generation opportunities to
local pet suppliers and animal rescue teams.
quality.
2. Established companies even from other
industries would attract more investors due to
secured payment of dividends.
3. Initial investment to manufacture and market
the app would be extremely high.
4. Initial difficulty in acquired talented and
experienced personnel.
Opportunities:
1. Promotion its products aggressively in the
market.
2. Expansion into other markets like Australia
and India.
3. Bringing about innovative pricing strategies.
Threats:
1. Cyber threats.
2. The continuous requirement to embrace
changes in market situations may lead
resentment among employees.
3. Injuries or even death of employees while
rescuing dangerous animals like venomous
snakes.
b) Demographic:
LTE Ltd would segment its market demographically on the basis of three variables namely,
income, home ownership and educational qualification. The following section would light into the
use of the three aforementioned variable to segment the consumer bases to market the products
appropriately.

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Income:
LTE Ltd would divide the customer segments on the basis of income by using appropriate
pricing strategy. The products namely, plants, animals and their accessories would be available at
various prices. They are premium pricing, average pricing and economic pricing. These three pricing
strategies would target at the three customer segments on the basis of income namely, upper class,
middle class and lower class respectively. Thus, it is evident from the discussion that pricing strategy
would enable LTE segment its customer base on the basis of income (Heinemann, 2016).
Home ownership:
Love Thy Environment would divide its target segments of customers on the basis of
homeownership. Customers would be able to choose appropriate products as per their homeownership
status. The people with large big houses with large open area can purchase large plants. Similarly,
people with small homes can order for smaller plants which require very little care and place to thrive.
Generally, large and exotic products would cost higher compared to their smaller counterparts
(Beheshtian-Ardakani, Fathian & Gholamian, 2018). Thus, pricing would also be used as an
appropriate segmentation benchmark to segment the customer segments on the basis of
homeownership.
Educational qualification:
The third demographic segmentation strategy of LTE consists of dividing the market on the
educational qualification. This is evident from the fact that both pet maintenance and environment
conservation participation calls for education. Thus, it is evident from the explanation that the target
customer group of the company consist of educated consumers.
c) Target Market:
The target market of the LTE would depend on the essence of the three types of services. The
first services of the company is marketing pets and their accessories. Thus, in this case the target
market would be the cities in which the company would have supply chains of pet suppliers. The

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second service namely animal rescue services would involve cities, towns and villages where people
sight wild animals. However, the invasive species rescue services would involve the entire country.
The target market of marketing environmental concerns and inviting social engagement would spread
to the entire country.
IV. Marketing Plans
a) 3Ps:
Love Thy Environment would take into account three Ps namely, products, promotion and
place to operate in the market of the United States in the initial phase and then in foreign market at a
later stage. The following are the 3Ps of LTE Limited:
Products:
The products of LTE Limited would be divided into three subdivisions, namely Order, Report
Sightings and Danger Alert. The following section would delve into the products which LTE Ltd.
would provide its customers:
Order
The first product namely, Order would consist of tangible products namely, pet plants and
animals. The product would also consist of pet food and pet accessories. Consumers would be able to
order for both single units and product bundles. The latter would enable customers higher rates of
discounts compared to the former, thus increasing the value of their purchase (Terho et al., 2015). The
products in order to enhance the convenience of customers would be made available in different sizes
of packages. As far as the food products for both plants and animals are concerned, they would be
totally free of preservatives and chemicals. The accessories like mobile pens and kennels should be
made from eco-friendly recycled plastic which will be reused. This means that the company would be
marketing goods and services which would be environment friendly (Ruiz-Alba et al, 2019).

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Report sightings:
The second product namely, animal rescue services including invasive species would enable
customers report sightings of wild animals and invasive species. This would be an intangible product
or service which consumers can avail to get rid of unwanted animals in their surroundings
(Washingtonpost.com, 2015). The animal rescue services would be a paid services. The pricing in this
case would depend on the distance between the location of sightings and the nearest office of the
company.
Danger Alert:
The third service namely, Danger Alert would be a free service. This is because the aim of the
service is not to generate revenue but to gain participation of the people in environmental conservation.
Danger Alert would be provide updates on environmental conditions in the United States of America
and it’s the surrounding countries. The free service by creating awareness among the residents about
the degenerating environmental conditions and encourage them to operate in more environment
friendly ways. The residents would be encouraged to plant more trees which would ultimately
contribute to the afforestation projects of the government (Elbein, 2019). Thus, the ‘Danger Alert’
would aim to contribute towards environmental conservation in the United States.
Place:
The place strategy of LTE would involve both physical offices and digital presence. This is
because in order to control the business efficiently, the company would have four branches in the US
in the initial level. They are Tallahassee, its headquarters with branches offices in New York City,
Washington D.C. and Miami City. The company would establish more branches in the United States
and overseas to meet its expanding business requirements. The company would enjoy a strong digital
presence in form its official website which would be accessible on variety of devices ranging from
smart phones, computers and tablets.

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Promotion:
Promotion on the audio-visual and digital platform:
LTE Limited should promote its services on digital platforms mainly, its official website and
social media platforms like YouTube. The company should promote its services on the audio-visual
media like television. The target channels should be news channels, sports channels, hobby based
channels and video based channels.
Promotion on chat show platforms:
LTE Ltd would promote its services on the trade shows and awareness talk shows. The
company would sponsor several chat shows on environmental issues. The chat shows on
environmental issues would be attended by experts like environmentalists and scientists. They would
speak on environmental issues like global warming and carbon emissions. This shows would be held
on both television and in different venues. The company would send request to different American
universities to participate in these shows. This would enable the company create environmental
awareness among the younger generations in the United States. The company would also invite the
corporate organisations to participate in the chat shows. The chat shows would be uploaded on the
Youtube. The Youtube link would be made available on the official website of LTE and the Facebook
handle of the company. This would enable the company to spread awareness about environmental
issues among the residents which is one of the aims of the company.
b) Pricing Strategies:
The company should adopt scheming pricing strategy at first by charging slightly high prices
compared to its cost of operations. This is because the company would be required to immense amount
of investment. It should aim to recycle its investment right at the initial level. LTE Ltd in order to
create attract more customers to buy pets and pet accessories should offer discounts on selected range
of products. This would enable the company to generate higher revenue to give more positive returns
to investors.

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V. Operations
a) Location:
Love Thy Environment Limited would operate from Tallahassee, its headquarters. The
branches would be located in NYC, Washington DC and Miami City.
b) Personnel:
LTE Limited would attract highly qualified personnel from both within the USA and abroad.
This is because, management of the three diverse products would require personnel of different
backgrounds right from marketing to herpetology. This means that company would be required to
acquire talented individuals from both within the country and abroad.
c) Sustainability:
Sustainability would form the very crux of the business strategies of LTE Limited which is
evident from the very discussion above.
VI. Finance & Forecast
a) Income Statement:
Attached
b) Balance Sheet:
Attached
c) Cash Flow Statement:
Attached
d) Return on Investment:
LTE should aim to give high returns on investment to investors of the capital invested by the
latter. This would encourage the investors invest high amount of capital in the company which would
ultimately boost the operations of the latter.

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e) Breakeven Analysis:
Attached

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References:
Beheshtian-Ardakani, A., Fathian, M., & Gholamian, M. (2018). A novel model for product bundling
and direct marketing in e-commerce based on market segmentation. Decision Science
Letters, 7(1), 39-54.
Elbein, S. (2019). Nationalgeographic.com. Retrieved from
https://www.nationalgeographic.com/environment/2019/04/how-to-regrow-forest-right-way-
minimize-fire-water-use/
Fears, D. (2015). Washingtonpost.com. Retrieved from
https://www.washingtonpost.com/news/energy-environment/wp/2015/02/23/like-most-
invasive-species-pythons-are-in-the-u-s-to-stay/?utm_term=.2916c7bc4551
Ferretti, V. (2016). From stakeholders analysis to cognitive mapping and Multi-Attribute Value
Theory: An integrated approach for policy support. European Journal of Operational
Research, 253(2), 524-541.
Heinemann, M. (2016). Leveraging Data Mining and Market Segmentation to Gain Conservation
Opportunity Intelligence.
Ruiz-Alba, J. L., Soares, A., Rodríguez-Molina, M. A., & Frías-Jamilena, D. M. (2019). Servitization
strategies from customers’ perspective: the moderating role of co-creation. Journal of Business
& Industrial Marketing, 34(3), 628-642.
Tarhini, A., Ammar, H., Tarhini, T., & Masa’deh, R. E. (2015). Analysis of the critical success factors
for enterprise resource planning implementation from stakeholders’ perspective: A systematic
review. International Business Research, 8(4), 25-40.
Terho, H., Eggert, A., Haas, A., & Ulaga, W. (2015). How sales strategy translates into performance:
The role of salesperson customer orientation and value-based selling. Industrial Marketing
Management, 45, 12-21.