Creating a Winning Business Project 2 Workbook: Business Model Canvas

This project presents a Business Model Canvas (BMC) for the "Stay Healthy Company," a business idea focused on supplying organic and locally sourced fruits, vegetables, and vegan household goods in the UK. The assignment covers various BMC components, including key partners (grocery stores), key activities (qualitative seeds, crop assessment), value propositions (solving health issues related to pesticide use), customer segments (health-conscious consumers), channels (online and offline stores), revenue streams (selling assets, advertising), key resources (crops, online platform), and cost structures (land, store expenses). The project also includes reflections on the business idea's history, the student's suitability for the project, assumptions, and marketing strategies. The business aims to reach a broad customer base and promote healthy lifestyles through organic produce. The project provides insights into developing and implementing a successful business plan.

MN5W50QA - Creating a Winning Business
Project 2 Workbook:
Business Model Canvas - Iteration and Reflection
Student Id: [type here]
Lecturer: [type here]
Submission Date: [type here]
NOTES
1. You should stick to one page for each of the parts. To achieve this, you may reduce the font size if needed (no smaller then 8) and you can delete the
guidance words in italics
2. Make full use of the Guide questions in italics in the Workbook
3. For Versions 2 and 3 of your BMCs – you ONLY need to show the changes from the previous version
In the box below, please explain in simple terms, your business idea. Maximum of 100 words
The business idea being chosen by Stay healthy company is supplying organic and locally grown and cultivated vegetables and fruits along with cruelty-free body or vegan
household goods. Such new business proposition must be developed and certain aspects are to be covered keeping in mind the components and elements of Business
model Canvas. The business idea is to render users with fresh and organic products which would be beneficial for their health and to maintain their lifecycle as well. The
business is located in UK and in main market which would help to be easily accessible from customers point of view.
Page 1

Cost Related Revenue Related
Key Partners
Who are our key partners?
Who are our key suppliers?
Which key resources will our
partners provide? Which key
activities will our partners
perform?
Type here:
Key partners chosen for business
plan are grocery stores,
companies or stores which are
already dealing in such areas or
stuff such as supplying
vegetables and fruits for the
business on organic grounds. The
key resources utilised are seeds,
crops produced without use of
synthetic pesticides, fertilizers or
other genetically modified
elements.
The key activities which the
business has taken in account is
bifurcated in three parts which
are as under:
 Qualitative seeds
 Assessment of crops
 Personal visits to store
being chosen for
supplying.
Key Activities
What key activities do our value
propositions require in order to
produce, market and deliver them?
What about channels, customer
relationships, different revenue
streams?
Type here:
There are very important actions
which the company taken in
account must be performing for
carrying out operations
successfully. They must be able to
reach marketplaces, manage
customer relationships in
environment and generate
revenues as well. The key activities
must be focusing on reaching
customer segments over a larger
scale and fulfilling its value
proposition as well. There are
three categories such as designing,
manufacturing and production as
well. These are the activities which
are required in every business to
carry out their work in a specific
manner.
Channels could be raising
awareness among users about
business goods and services and
also helping consumers to
evaluate company's value
proposition.
Revenue streams taken in account
by company could be by selling
assets, advertising etc. It could be
ways which would be producing
and generating maximum income
and revenues for making the
business successful.
Value Propositions
What value do we deliver to the
customer? Which of our
customer’s problems are we
helping to solve? Which customer
needs are we satisfying?
Type here:
The value proposition which are
being aimed for sorting out the
issues such as rendering them the
best products and also eliminating
the use of pesticides which would
harm their health and lifestyle as
well. It aims to serve the needs
and expectations of a consumer in
best possible manner. Customer
expect to access fruits and
vegetables which would not be
containing any harmful medicines
or injections thus the business
concentrates on areas which
would help to render such items
that are fruitful for the business in
long run.
Marketing & Sales
Communication
How will we raise awareness of our
products and services with our
target customer segments? What
messages or offers will create
desire and interest? How will those
messages reach our potential
customers? e.g. Facebook ads
Type here:
The marketing strategy of the
business considers pitching the
idea in big companies and stores
which are at present located in UK
such that they could further lead
to more awareness in business
context. Linking and getting
engaged with several organic
based stores and companies would
help the business cover consumers
at a larger scale.
Customer Segments
For whom are we creating value?
Who are our most important
customers?
Type here:
The customer segment for the
business would be considering
globalised organic beverages and
food which are being valued at
$187,485.6 million in UK. This could
be covered slowly and steadily by
the business after developing an
effective and efficient plan.
Page 2

Key Resources
What key resources do our Value
Propositions require e.g. physical,
intellectual, human, financial?
What resources do our channels,
revenue streams, customer
relationships require?
Type here:
These key activities which are
being provided to the consumers
are assessment of crops,
Qualitative seeds and
development of stores which are
being taken in account for carrying
out supply of fruits and vegetables.
It could be ordered through online
sites as well which would help the
business to work and function
online as well as offline.
Product & Service Delivery
Channels
How will customers purchase and
receive the product or service?
What about after sales support e.g.
returns? Where will the marketing
communication direct customers
to?
Type here:
The product and service could be
accessed through online sites as
well as offline stores too.
Customers would be having
benefit to report a problem
through online mediums if they
face any issue which would be
given utmost priority and sorted
out within 24 hours. They can
speak to customer support
executive which would guide them
for easy return and refunds if they
face any issue or problem.
Cost Structure
What are the most important costs inherent in our business model? (think about fixed and
variable costs). Which resources and key activities are most expensive?
Is the business model more cost driven (helping the customer save money) or value driven? Is
there an opportunity for economies of scale?
Type here: The most important cost and expense are related to the services being used by
the customers based on the needs and demands, taste and preferences on daily basis
combined all at one place for 15 consecutive days time span conducted by the company in
economy. Purchasing land and opening a store would be considered as most expensive one
as the users would be needing easy access to stores so that their issues could be sorted out
there and then also they would be able to render their feedbacks if any and convey their
expectations as well.
Revenue Related
What value are our customers willing to pay for? What are they paying now? How do they
currently pay and how would they prefer to pay? How much does each possible revenue stream
contribute to overall revenue? How might we price this product or service e.g. subscription,
fixed or variable pricing, pay in advance, PayPal?
Type here:
Page 3

Business Model Canvas Version 1: Initial Idea (Maximum 400 words for the page)
Explain the history behind your idea: e.g. how did you come up with the idea, why
do you think it will be successful? Why do you think you are the right person to
develop this idea?
Type here: I had witnessed people around me, my friends, my relatives facing
issues such as health and quality in fruits and vegetables being consumed which is
affecting their lifestyle over larger scale. So it is a issue which must be resolved as
people consider health as their priority also food which is a basic necessity of every
person must be provided in good quality for better living and standards as well. I
think that I am the best person for developing such idea as I have come across
issues of people present in my surroundings which would be kept at priority. The
solution for eliminating use of harmful medicines and pesticide is to do organic
farming and produce fruits and vegetables at larger ground which would help the
business to render services more easily and timely.
Reflection: What do you understand by the term ‘reflection’? What is an ‘action
learning set’ and why might it be more effective than individual reflection?
Type here: It can be explained as a method or technique which would help to
explore issues which are being backed up by an past experience. It can be explained
as an action plan for changing their opinions into reality. It would also provide an
advantage for tacking the misunderstandings, through observations and from past
experiences as well. In this user has to think about several alternatives and assert
the reasonable interpretation. It provides assistance for working with the team
unity with quick responses and main guidelines as well as norms. It would also
provide help to find solutions for the problems which are prevailing. It also helps to
improve the learning skills of people and to keep them in discipline and to operate
or work the activities on a daily basis.
Assumptions: What are the main assumptions behind your business idea? How
could you test those assumptions?
Type here: The main assumption taken behind the business idea chosen is the
capital fund which would be invested in the business plan and the marketing
strategies which are being taken in account.
Page 4

Cost Related Revenue Related
Key Partners
Who are our key partners?
Who are our key suppliers?
Which key resources will our
partners provide? Which key
activities will our partners
perform?
Type here:
The key activities which are being
provided by Stay healthy to all its
users is to provide online sites for
ordering organic and fresh fruits
as well as vegetables for people
who would prefer quality and
their healthy lifestyle as their
priority.
Key Activities
What key activities do our value
propositions require in order to
produce, market and deliver them?
What about channels, customer
relationships, different revenue
streams?
Type here:
Stay healthy provides facility for
users to access goods and services
on their door steps just by a click
and report issues if they faced any
during the ordering and received
of the products.
Value Propositions
What value do we deliver to the
customer? Which of our
customer’s problems are we
helping to solve? Which customer
needs are we satisfying?
Type here:
Products can be taken in account
such as developing advertisement
to be given in newspapers, on
social media platforms and
template as well. Stay healthy
helps to reach targeted customers
with the help of social media
platforms and marketing and also
with the hep of promotions with
the help of posters.
Marketing & Sales Communication
How will we raise awareness of our
products and services with our
target customer segments? What
messages or offers will create
desire and interest? How will those
messages reach our potential
customers? e.g. Facebook ads
Type here:
Raising awareness among people
could be carried out with the help
of advertisements being planned
by the company for attracting and
engaging more and more people
from marketplaces. The business
idea can be marketed through
digital marketing, mouth publicity
and planning advertisements as
well.
Customer Segments
For whom are we creating value?
Who are our most important
customers?
Type here: The product is being
developed for 80 thousand users
which are worried about their
health issues being faced due to
unhealthy lifestyle. The most
important users are people falling
sick on frequent basis and people
already facing issues linking to
their lifestyle being followed in
case of eating habits.
Key Resources
What key resources do our Value
Propositions require e.g. physical,
intellectual, human, financial?
What resources do our channels,
revenue streams, customer
relationships require?
Type here:
The values which are being served
is to maintain health and efficiency
of the consumers which are linked
with the business and would be
engaged for better working and
functioning of the business.
Channels which are used are
physical and online as well i.e with
the help of opening new store and
developing online site too.
Product & Service Delivery
Channels
How will customers purchase and
receive the product or service?
What about after sales support e.g.
returns? Where will the marketing
communication direct customers
to?
Type here:
The customers would be able to
purchase the products with the
medium of sites and through stores
which would be opened in nearby
locality such that they are easily
accessed also for the users which
demand on a higher basis such sort
of products in the marketplace.
Page 5

Cost Structure
What are the most important costs inherent in our business model? (think about fixed and
variable costs). Which resources and key activities are most expensive?
Is the business model more cost driven (helping the customer save money) or value driven? Is
there an opportunity for economies of scale?
Type here:
Stay healthy would be incurring expenses on providing online website for ordering and
delivering charges as well. It would also be costing risk and losses for returns if any carried
out through the company. It can even plan to take store on lease for controlling fixed cost to
a limit through methods such as rent being paid by the company. Online sites could be
managed by a marketing manager and a customer support executive could be hired for night
shifty and day shift so that customer would be having 24*7 services available with the
company.
Revenue Related
What value are our customers willing to pay for? What are they paying now? How do they
currently pay and how would they prefer to pay? How much does each possible revenue
stream contribute to overall revenue? How might we price this product or service e.g.
subscription, fixed or variable pricing, pay in advance, PayPal?
Type here:
Page 6

Business Model Canvas Version 1: Reflection (Maximum 400 words for the page)
Pitch: How did you prepare for your pitch? What went well or not so well? What
have you learnt from the experience?
Type here:
First of all, conveying the investors about the plans of the business and its
advantages for the company as well after investing in the product. Showing and
proving the investors that the idea of planning organic fruits and vegetables is
fruitful and more and more customer would get engaged with the business.
Through online sites business is being pitched in every corner of UK. Secondly
building a receptive strong brand image in the mindset of investors for carrying out
promoting the idea or by ways of advertising the brand image which could be
improved. At last, spending more time on the presentation which would be
completed or which is being polished and could be presented towards the
investors. After that, the most important thing is to find a genuine and reputed
investor such that they could be convinced easily and by doing so the company
would be able to save time and money as well.
Assumption Testing: How have you tested the main assumptions behind your idea?
How has your business model canvas been updated and changed and why?
Type here:
As it is being noted that it is a newly planned business idea, it was expected that
there would be tough competition prevailing in the market dealing in same areas
and planning same kind of business thus all plans and strategies would be made
accordingly. But as this business product and model is new there is no competition
being recorded in the business for the organisation. The cost for the products being
produced are average and could be afforded by users easily. There is larger scope
of profits while dealing in such business model and lower competition rate.
Computing the overhead and manufacturing cost and setting up aggressive prices
for the goods would enhance and contribute in the profitability level of the
company.
Comment on your Action Learning Set: What helpful advice, if any, have you
received from other people in your group? What advice or help have you given?
What has worked well and what could you do to make your group more effective?
Type here:
Helpful for the people who concentrate more on healthy eating habits and making
their lives better keeping future perspective in mind. By planning such business
idea company would be able to contribute its share in maintaining health and care
at priority and it would also help them to manage loyalty of the customers. The
business would be able to attract potential and genuine consumers from the
market which would help in spreading the idea through mouth publicity and would
be cost effective as well.

Cost Related Revenue Related
Key Partners
Who are our key partners?
Who are our key suppliers?
Which key resources will our
partners provide? Which key
activities will our partners
perform?
Type here:
Key partners for arranging
qualitative seeds and crops are
Tesco which is already dealing in
such areas. Advertising and
development of such sites would
be helpful for managing large scale
sale and demand.
The customer would be rendered
services such as writing through
emails, visiting stores, giving
feedbacks if any issue is being
observed and noted which must
be made changes in mean time.
Key Activities
What key activities do our value
propositions require in order to
produce, market and deliver them?
What about channels, customer
relationships, different revenue
streams?
Type here:
Revenue streams could be through
innovative ideas which could be
planned by the business for long
life cycle of the company such as
providing variety of products
which would prove to be beneficial
for the organisation.
Value Propositions
What value do we deliver to the
customer? Which of our
customer’s problems are we
helping to solve? Which customer
needs are we satisfying?
Type here:
The customer for the product are
users which are aged and mature
which demand protein and good
diet. It also covers people who are
having a tough time and not that
good health due to unhealthy food
and products which are being
consumed by them.
Marketing & Sales
Communication
How will we raise awareness of our
products and services with our
target customer segments? What
messages or offers will create
desire and interest? How will those
messages reach our potential
customers? e.g. Facebook ads
Type here:
The consumers which are facing
issues related to health must be
given information about the idea
and location of store so that they
could access it whenever they
require also they must be finding
ways to order fruits and vegetables
through online mediums when
they want. It would also help to
give employment to people who
seek for jobs by giving them jobs
such as customer care support or
delivery persons which would be
needed by the company.
Customer Segments
For whom are we creating value?
Who are our most important
customers?
Type here:
The customers for which the Stay
healthy company would be
producing goods are such which
would be choosing quality over
quantity and a better life above
long life.
Key Resources
What key resources do our Value
Propositions require e.g. physical,
intellectual, human, financial?
What resources do our channels,
revenue streams, customer
relationships require?
Type here:
Resources which are being
required are to manage the
sources which are available in such
a manner that it proves to be best
Product & Service Delivery
Channels
How will our customers purchase
and receive the product or service?
What about after sales support e.g.
returns? Where will the marketing
communication direct customers
to?
Type here:
The users can access online sites
and stores whenever they want
and also check the availability of
fruits and vegetables in the store.
Page 8

for source allocation and managing
the customers on a larger scale as
well. It takes in account hiring of
people which would be dealing in
marketing of goods and services
and also finding ways to attract
more and more clients from the
market as well. It would also
consider proper redressal system if
any harm is being caused.
If any mistake is being committed
they can even provide their useful
feedbacks to the customer care
executive for future concerns.
Cost Structure
What are the most important costs inherent in our business model? (think about fixed and
variable costs). Which resources and key activities are most expensive?
Is the business model more cost driven (helping the customer save money) or value driven? Is
there an opportunity for economies of scale?
Type here:
The main expense is to provide sale related services after the sale is being made. It counts the
expense and cost which is related to installation of payment machines, lights and air
conditioners as well. Person which would be managing work and would help in maintaining
coordination.
Revenue Related
What value are our customers willing to pay for? What are they paying now? How do they
currently pay and how would they prefer to pay? How much does each possible revenue
stream contribute to overall revenue? How might we price this product or service e.g.
subscription, fixed or variable pricing, pay in advance, PayPal?
Type here:
Page 9

Business Model Canvas Version 2: After the Pitch (just provide changes since last version) Maximum 400 words for the page.
Iterative Journey: How has your idea changed since the last version of your
Business Model canvas? How have your assumptions changed? What evidence have
you gathered during the last few weeks to support your initial assumptions about
your business idea or to challenge those assumptions? What do you know about
your target customers now that you didn’t know at the start of the module?
Type here:
This is first time planned and initiated idea. So there is no last version of business
model canvas and in this idea being taken into account there have been many
assumptions which are being changed throughout the idea. Such as I assumed that
there might be many competitor and substitutes available whereas there have
been no competitor which would be giving any stress or struggle before executing
the plan being made. Before execution of the plan there have been larger
estimation cost but for purchase of equipments such as fridge, payment machines
and electronic items there would be huge cost incurred for running the business in
competitive environment.
Competitor Insight: What is the difference between a ‘direct’ and ‘indirect’
competitor? Who are your businesses main direct competitors? Who are the main
indirect competitors, and why? Which other business are ‘analogues’ e.g. offering
service in a similar way but to different customers, or trying to reach the same
target customers with a different product or service? What have you learned from
a competitor(s) or analogue (s) that has informed your business idea? How is your
product or service different or better than your competitors, how will it stand out
from the crowd?
It has been the first company who considers health of users as their priority and
making their country and people healthy and have a long life. It has been the best
company and enjoying monopoly market. Business owner can charge delivery
chargees if the distance is quite far from the store and it is being ordered at odd
timings as well.
Cost & Risks: What are the biggest risks or obstacles in delivering your project and
how might you reduce or overcome them? What type of funding might you need for
your venture and where might you source this?
Type here:
The business has come across risk of high level of cosy and more time is being
invested in manufacturing the product. The raw materials or many other expenses
have been incurred in this good which would be making it more expensive.
Company has also spend higher on building store and technologies such as
development of sites. IT also has to hire special people which would be looking
after the demand and supply and would also be able to solve queries of people for
better and smooth functioning of the business on long run.

List of Web Resources (at least 3)
List the web sites that you have used for your research. Note: you don’t have to
cite them using the Harvard author-date format in the previous pages; you can
just list them here e.g.
http://grasshopper.com/blog/startup-competition-guide/
Academic Sources (at least 3)
These should be listed in full Harvard Format below and in author-date format in
the earlier pages e.g. on page 3 you might say “reflection is a form of looking back
(Smith, 2014)” and below you would cite this fully:
Smith J. (2014) Theories of Reflection, 2nd. Edn., Prentice Hall: London
https://www.toastfried.com/these-are-the-top-organic-food-companies-in-uk-
2021/
https://www.nidirect.gov.uk/articles/healthy-eating-older-adults
https://indianexpress.com/article/lifestyle/food-wine/sustainable-living-why-
consuming-organic-food-important-6069991/
Boossabong, P., 2019. Governing Bangkok's city food system: Engaging multi-
stakeholders for smart, sustainable and inclusive growth. City,
Culture and Society, 16, pp.52-59.
Chetioui, Y., Butt, I., Fathani, A. and Lebdaoui, H., 2022. Organic food and
Instagram health and wellbeing influencers: an emerging country's
perspective with gender as a moderator. British Food Journal,
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Dash, D., 2018. A Review on organic farming as a potential sector of
agripreneurship development among the tribal youth of
India. International Journal of Agriculture, Environment and
Biotechnology, 11(5), pp.761-767.
Fiore, M., Contò, F. and La Sala, P., 2019. Food: a medicine for a population’s
health and a country’s economy. British Food Journal, 121(6),
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González, H., 2020. What socioenvironmental impacts did 35 years of export
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Gummagolmath, K.C. and Lakshmi, S.B., 2022. Federation of farmer producer
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Kosnik, E., 2018. Production for consumption: Prosumer, citizen consumer,‐
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Nematollahi, M., Tajbakhsh, A. and Sedghy, B.M., 2021. The reflection of
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education for green economy and sustainability. In Green Schools
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Pego, A., 2022. The Circular Agriculture Products During COVID-19: A
Portuguese Analysis. In Handbook of Research on Digital Innovation
and Networking in Post-COVID-19 Organizations (pp. 417-428). IGI
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Singh, S. and Alok, S., 2021. Drivers of repurchase intention of organic food in
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pp.1-23.
Sultan, P., Wong, H.Y. and Azam, M.S., 2021. How perceived communication
source and food value stimulate purchase intention of organic food:
An examination of the stimulus-organism-response (SOR)
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perceptions of imperfect “ugly” produce. British Food Journal.
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