Ragi Delight: Scaled Down Business Plan for Ragi-based Biscuits

Scaled down Business plan for
an idea or service

EXECUTIVE SUMMARY
1. Executive summary for business-plan:
The product for this report is Ragi-based biscuits. The company name is Ragi Delight. The
company will target three segments- young people including students who are environmentally
conscious, the corporate workers and middle and old age people who are looking for a healthy
snack. Start up cost of Ragi Delight is anticipated to be 17,603.79 Euro at the initial stage which
means later this company have further plan to increase capital investment in the company.
Even with the imported Ragi, the final cost of a packet of biscuits will not be too high. By
keeping the fixed cost low, the company will soon reach the breakeven point.

TABLE OF CONTENT
...............................................................................................................EXECUTIVE SUMMARY
..........................................................................................................................................................2
1. Executive summary for business-plan:....................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
2. Description of product and service:.........................................................................................4
3. Price of the product and service of Ragi Delight:....................................................................9
4. Where to sell the product and service of Ragi Delight:.........................................................10
5. A Promotional plan:...............................................................................................................11
6. Page outlining all start up cost:..............................................................................................12
7. Pro forma income statement:.................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
The product chosen for this report is Finger millet(also called ragi) based biscuits. Ragi
or Finger millet is a cereal crop that cultivated in regions of Africa and Asia. Ragi is gluten free
and therefore, biscuits made up of Ragi are gluten-free and offer a business opportunity that is
yet to be exploited in the UK (Littlechild, 2018). This report will describe the product, that is
Ragi-based biscuits and provide an evaluation of the target market. It would be followed by an
analysis of the competitors. The price strategy and promotional plan will be presented in the
form of marketing mix. The budget of the proposed business will then be evaluated.
MAIN BODY
2. Description of product and service:
The business idea is to make healthy, gluten-free biscuits for the health-conscious customers in
the UK. The biscuits will be made of a cereal crop called Finger Millet or Ragi, that is grown in
regions of Africa and Asia. Main countries that cultivate Finger Millet are India. Sri Lanka,
Malaysia, China, Japan and Madagascar. India being the largest producer of finger millet in the
world (Ferreira, 2020). The crop is known as Ragi in India. Though the cereal is expensive that
the traditional cereals like wheat, its benefits far exceeds its costs. The cereal Ragi can be
imported from India and Sri Lanka, where it is cheaper than the rest, and be utilized to make
Ragi-based biscuits. In the UK, the demand for healthy food items has been rising consistently.
So is the demand for sustainably-produced food products. Finger millet is a water-intensive and
drought-resistant crop and can be grown even in the rain-scare regions, with little or no need or
irrigation. That makes Ragi-based biscuits a sustainable food-product. The name of the business
company has been chosen to be Ragi Delight, showcasing the cereal it is made of. Ragi Delight
will sell exclusively products made of Finger Millet or Ragi. Ragi Delight's focus will be on the
young customers who consume biscuits a lot and on the older customers who are looking for a
healthy snack.
SWOT analysis of Ragi Delight:
The company is selling a healthy alternative for a widely consumed food item, i.e. biscuit. There
is growing demand for healthy biscuits. Being gluten-free offers the product a competitive
advantage in the biscuit market. Though there are some companies selling gluten-free biscuits,