Small Business Portfolio: Cocofina's Analysis and Recommendations

This portfolio delves into Cocofina, a UK-based small business specializing in organic beauty products. It begins by justifying Cocofina's classification as a small business, examining its turnover, employee count, and operational characteristics. The portfolio then compiles a detailed analysis drawing from academic literature, covering small business ownership structures like sole proprietorships and corporations, and the legal frameworks affecting the business. It explores financial planning aspects, including revenue generation and break-even points. The analysis extends to marketing strategies, discussing product development, target markets, and the importance of a strong brand identity. The portfolio also offers recommendations to improve Cocofina's competitiveness, considering market trends, consumer preferences, and operational efficiencies. Finally, the portfolio provides insights into the company's competitive landscape, including its product offerings, target market, and marketing strategies, which help the company to achieve its goals and objectives.

PORTFOLIO

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
1. Justifying why Cocofina business qualifies as a small business.............................................2
2. Drawing academic literature, compiling a detailed portfolio on business..............................3
2.1 Small business ownership.....................................................................................................3
2.2 Financial planning.................................................................................................................7
2.3 Marketing a small business...................................................................................................7
3. Drawing results of research and making recommendation to improve competiveness..........8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Online........................................................................................................................................12
APPENDIX....................................................................................................................................13

INTRODUCTION
Business is elaborated as organization or enterprising entity involved in industrial,
commercial or promotional activities. The present report is about compiling a portfolio of
organic beauty products of UK based small business as Cocofina. This operates in business of
coconut water, oil, milk, flour, sugar, chips and various other food and drinks industry. The
founder of this company is Jacob Thundli with his business partner Manisha Solanki has showed
us to win over rivals with his coconut product based business. This report would give
justification that Cocofina is qualified as small business and on basis of rigorous research and
drawing academic literature, there will be compilation of portfolio of business such as marketing
a small business and many all. Simultaneously, it would reflect about outcomes of entire research
and recommendations would be given to remain competitive in this entire industry.
1. Justifying why Cocofina business qualifies as a small business
The business is derived of products manufactured with use of coconut as it was started in
year 2004 as he initiates with idea of bottle coconut water. It has introduced passion for coconuts
with creation of discovery of special species of coconut for its customers. Generally, this brand
shows healthy, honest along with quality products as its products are made through right
coconuts with no hidden ingredients, preservatives or additives as well. In the present scenario, it
is sold in 3000 speciality along with healthy outlets in UK as it has experience of 10 years and
while continuation of growth, this will contribute to communities they operate as well (Kunaka
and Moos, 2019). This business is qualified as small business because its turnover has attained
growth at impressive speed and its turnover has tripled and doubled in last year. Due to this,
organization has expanded substantially in last few years. In the current scenario, it has 7 full
time employees and similar to number of part time, and various speaks different languages
(Cocofina. 2018).
This is continually unlocking innovative markets which hope soon with capability to sell
coconut products. The small business size standards established with small business
administration has defined maximum size limits could be qualified as small business. The
business is required for meeting multiple criteria as qualified as small such as organized for
margin, independently owned and operated and is not dominated in field on national basis. Thus,
Cocofina is owned and operated on individual basis as it has very less employees so qualified as
small business. As these units are referred as single ownership so it is sole proprietorship as both

management and control is with Jacob as he is owner actively involved with daily operations of
business. It has presence of limited reach with restricted area of operations so to attain demand.
This tends to use manpower and labor for purpose of production as it has less dependency on
technology is limited (Gerasymenko, De Clercq and Sapienza, 2015). The main feature is about
use of local and readily availability of resources as it helps economy for optimum utilization of
natural resources and less wastage as well. It is referred as major employment in the country and
even improves income of groups of lower income groups and increases standard of living along
with regions of economic development. Apart from economic reasons, this industry plays
significant role for purpose of social growth along with development of country (Edwards,
2018). As this business is initiated with lower or middle-class person and offers opportunity for
earning wealth along with employee other people. Thus, gives high contribution to income
distribution and social progress as well.
2. Drawing academic literature, compiling a detailed portfolio on business
2.1 Small business ownership
Cocofina has been desired by the professionals to be launched in UK for retaining the
adequate amount of revenue and gains through the operations. To launch this beauty product
business on which it is being required by the professionals in analyzing and searching for the
market. There could be effective raise and growth for retaining the adequate amount of revenue
in the market. Designing the product which are required to be based on consumer desired and
wants and preferences (Bogers, Hadar and Bilberg, 2016). However, managing the operational
activities will enable the firm in leading the operational motives at the right time.
Type of business ownership:
Ownership Definition
Sole Proprietorship This is the easiest ownership format for the small-scale
businesses as it is governed by single person. Helpful in
retaining all profit, self-governed and managed as well as have
small operating area to have better controlling on operations.
Partnership 2 or more than 2 people engaged in operating business
functions. There will be development of operational tactics and

lists of activities which were divided mutually. A proportionate
capital investment made by partners in the business on which
they will retain the same proportion for profit and loss.
Corporation It is an incorporated business consist of various legal rights
which defines separate legal standing regarding operations,
taxation and controlling investment.
Limited Liability company The ownership of this company can be owned by individuals,
entities, trusts, corporations as well as partnership units which
would be impacting in growing the business operations.
As per the above analysed types of ownership on which Cocofina have been engaged in
operating the private limited business which is currently operating the business in UK and 28
other countries.
In accordance with operating a new product line on which it can be said that, Cocofina
needs to have influences of various necessary legislatures such as employment act, equality act,
human right acts etc. thus, these are the laws and regulations which would help the organisation
to maintain the internal operational activities. There will be effective ascertainment of the
operational practices which would lead the firm in retaining the adequate success. In relation
with such aspects there have been consideration over various elements which are required to be
considered by the business professionals of Cocofina such as:
Business concept: It has been planned by the professionals at Cocofina that there will be
production of products which are being developed as per considering the coconut a main
ingredient. Developing such products as per considering the coconut will be effective in
delivering the appropriate quality of services. This is a pure consideration of natural product base
which would be effective in resolving the skin related remedies (Jeng and Huang, 2015). There
would be effective growth and profitability of this business as people will rely on the product
line. There have been influences of various kinds of operational experts which would have lead
the organisation to retaining the targeted aims. Ensuring the appropriate success would be
effective in leading the firm as per having effective amount of gains and productive outputs. It is

being required that a firm must have motivating and inspiring leader who would understand and
undertake the opinion of staff members (Baert and et.al., 2016). However, leading the
organisation for retaining the adequate success on which there have been requirement of
effective and productive workforce.
Moreover, to operate a small-scale business on which there must be influences of various
professionals which would make adequate ascertainment of operational practices in terms
managing the business performance through operational practices.
Job Role
Owner They have been liable to arrange the best resources
through which business meet its financial requirements at
the right time. Along with this, they are main policy
maker which would be effective in designing and
developing policies for operations.
Operating Manager They are entitles to seek the availability of funds for the
operations, number of employees assigned relevant duties
etc. to arrange entire process of operations such as
manufacturing to delivery of products among the end
users are their responsibility. Along with this ensuring the
quality of product is their prime duty.
Marketing manager A marketing manager is liable to make proper
advertisement of brand which will be clear transparent
among buyers. They can easily analyse the ingredients
used in each product as well as can show interest in
buying such items. Along with this selecting methods for
promoting the business is being very effective for the
growth of organisation.
Employees They will be trained in a manner that, they can perform as
per the requirement of business. Producing the best
quality of beauty products will be based on following a

precise formula for such operations (Brinckmann and
Kim, 2015).
Suppliers They are associated with the business operations such as
supplying the raw material as well as distributing end
products in the stores are the min role. Along with this, it
has been decided by the professionals that which supplier
will be the best in terms of facilitating the cost effective
amount of goods.
Product and services: Cocofina has planned to develop various beauty products
including hair oil, moisturizers, body massage cream, sun screen etc. the main motive is for
developing the product which will be effective in bringing the adequate beauty concept and
develops the operational motives (Chandra, Styles and Wilkinson, 2015). In accordance with
developing a new product line on which there have been various challenges which would going
to be faced by Cocofina. It requires researchers in analysing the consumer requirements as well
as managing the operational efficiency with respect to mitigate the operational challenges at the
right time. It can be based on analysing the competitors pricing strategies and marketing motives
with respect to satisfy consumers. As per analysing the operational aspects of Cocofina on which
it can be said that there have been implications of various operational techniques which would be
adequate and effective in leading the firm to retain adequate success (Mason and Botelho, 2016).
As per performing the operational activities on which it can be said that there will, be
recruitment of highly qualified, skilled and talented employees. They will be increment of
professionals on the basis of level of operational efforts as well as qualification retained by them.
It has been estimated by the professionals at Cocofina that in the next year this product
line will retain 20% of market share. Therefore, there will be growth in the beauty products as it
has ben desired by professionals that this product will be helpful in satisfying the number of
consumer (Gerasymenko, De Clercq and Sapienza, 2015). Therefore, using a natural ingredient
will be beneficial and defective for the firm in retaining the adequate market success in the
upcoming period. Along with this, it has been determined by the professionals that, after
completion of 6 months of period business will be able to achieve its break-even point which will

reflect its profitability (Bogers, Hadar and Bilberg, 2016). Thus, these re the objectives of
business which will be attain by the professionals as per analysing the current market scenario as
well as efficiency of business.
2.2 Financial planning
It has been determined by the professionals at Cocofina that, there could be adequate
amount of revenue generation and gains in the market as per launching the beauty products from
natural sources will be effective in retaining the trust of consumers for long term period.
Similarly, as per estimating the revenue generation through this product there have been
preparation of a cash budget based on 12 month of estimation (Jeng and Huang, 2015). Thus, it
has been assumed that this product line of Cocofina will lead the firm in retaining higher success
and gains at the right time. It has demonstrated by the professionals that there will be raise in the
total number of consumers by 10% in a month. Along with this thee will be several expenses
which are to be charged as per determining the fixed as well as variable cost for examination.
Forecast cash flow statement for Cocofina:
In Appendix
Interpretation: As per considering the above estimated cash flow budget for Cocofina
beauty products on which it has been analyzed that, this product will be profitable for the
business in retaining the effective amount of revenue. There could be growth and profitability in
respect with managing the operations as well as determining the operational aspects (Baert and
et.al., 2016). However, it can be seen through growth in the revenue such as increasing closing
balance of cash flows determined that there will be success through such launch. Consumers will
be satisfied with this natural beauty product and which would be effective in fetching the
targeted aims of business.
2.3 Marketing a small business
The Cocofina would compile organic coconut beauty products would market itself by
creating elevator pitch as author has stated that average attention span of consumer is all about
six to eight seconds. In this time, someone’s attention could be grabbed in positive aspect and
successfully engaging about a minute to sell these unique products. Thus, return on this

investment would repay huge dividends to create business opportunities (Brinckmann and Kim,
2015). The community would be leveraged as little league team would be sponsored or of 5k
charity and bookmarks would be print and left in local library this would let ideal customer to
think about method to time spend. This would lead to extract opportunities to get customer with
marketing message (Schaupp and Bélanger, 2019). Further, there would be implication of
coupons, reciprocal websites links, filers, social media platforms and bundled promotions.
Through collaborating with them, the customer base could be expanded as this would reach new
people.
Simultaneously, author has stated that networking is best method to build and promote
business to get out there, to know people and shake some hands. Networking has high
requirement of time commitment and it does not give gratification but strong network is known
as huge assets of Cocofina could have. In the present scenario, buzz creation is very vital method
for marketing this beauty products business speciality of coconut products (Chandra, Styles and
Wilkinson, 2015). This could attain lot with absence of hiring any professional firm as individual
could respond to queries observing for ideas along with resources. This would lead to small
media opportunities but with other media outlets that implies service too and beauty products are
not marketed properly then this might signal for losses to company.
As this is small business, so relationship could be built which is very less expensive to
keep customer to get new one (Bocconcelli and et.al., 2018). This would directly establish in
strong relationships where customer base is highly crucial. It is one of the methods which could
perform by keeping in touch with its customer through email marketing.
3. Drawing results of research and making recommendation to improve competiveness
The Cocafina could remain competitiveness in this present scenario as it is worldwide pool
of potential customers and suppliers. The management of global supply chains could become
very significant for competitiveness. The free trade along with internet has allowed business to
imply suppliers throughout world (Mason and Botelho, 2016). As a outcome, savvy supply chain
management has considered as key factor to improve productivity and overall competiveness in
nature. In addition to this, smart supply chain management requires to be highly competitive with
value proposition as it is not enough for solely based on value proposition on specific cost
(Gerasymenko, De Clercq and Sapienza, 2015).

Marketing a small business
 As per marketing small business this had been recommended that in relation with
promoting the small business for retaining the adequate market reputation as well as
recognition on which it can be said that, there have been impacts of various operational
ascertainment which would be effective in leading the firm as per having better
operational analysis (Brinckmann and Kim, 2015).
 Moreover, there has been various tools and techniques which are being stated in the
current environment that would give a right direction for promoting the business for
Cocafina. The use of online as well as offline marketing methods will lead the business in
developing the identity in UK. It is necessary to bring appropriate knowledge among
consumers that could be effective in bringing proper information regarding the business
operations (Baert and et.al., 2016).
Financial planning
 With context to financial planning, this had been recommended that financial statements
must be analysed in shorter duration and even negativity could be turned for positive
aspect.
Small business ownership
 On basis of small business ownership, its product are at high success so per customer,
this must introduce one more innovative product line.
 It has been recommended to lay emphasis on core competencies which adds greater value
instead of competitors. To attain this, multiple are delving deeper for core competencies
and for outsourcing multiple core and noncore functions. This strategy would enable
Cocafina to perform its best (Forkmann, Henneberg and Mitrega, 2018). However, this
firm manufacture unique product and key to direct concentrate on efforts in this industry
along with subcontracting each non-essential function comparatively to other business.
 Simultaneously, it has been recommended that company should lay focus on core
competencies in hope of becoming the best for manufacturing coconut beauty products
(Bogers, Hadar and Bilberg, 2016).
 Furthermore, it has been recommended that business should be customer centric as
customer is king in every country with access of great variety of services and products

increasingly attractive prices (Jeng and Huang, 2015). With this outcome, producers of
both services and goods required to be highly customer centric and catering to alteration
in needs of buyer along with desire at high extent.
CONCLUSION
On basis of above report, it had been concluded UK based small business Cocafina is small
business which has attained growth in short duration but not highly competitive. It has shown
that Cocafina is small business because of partnership and number of employees including part
time and full time as well is related to standards of small business. In the similar aspect, it has
shown that marketing small business in very inexpensive ways such as email marketing, creating
buzz and advertisements on bill boards about beauty products highly influence customers
especially female. Lastly, it had been recommended that organization must lay special emphasis
on core competencies and economic growth rate of developing country has downgraded which is
forecasted to raise faster.

REFERENCES
Books and Journals
Anwar, M., 2018. Business model innovation and SMEs performance—does competitive
advantage mediate?. International Journal of Innovation Management. 22(07).
p.1850057.
Baert, C. and et.al., 2016. Portfolio entrepreneurship and resource orchestration. Strategic
Entrepreneurship Journal. 10(4). pp.346-370.
Bocconcelli, R and et.al., 2018. SMEs and marketing: a systematic literature
review. International Journal of Management Reviews. 20(2). pp.227-254.
Bogers, M., Hadar, R. and Bilberg, A., 2016. Additive manufacturing for consumer-centric
business models: Implications for supply chains in consumer goods
manufacturing. Technological Forecasting and Social Change. 102. pp.225-239.
Brinckmann, J. and Kim, S. M., 2015. Why we plan: The impact of nascent entrepreneurs'
cognitive characteristics and human capital on business planning. Strategic
Entrepreneurship Journal. 9(2). pp.153-166.
Chandra, Y., Styles, C. and Wilkinson, I. F., 2015. Opportunity portfolio: Moving beyond single
opportunity explanations in international entrepreneurship research. Asia Pacific Journal
of Management. 32(1). pp.199-228.
Edwards, C., 2018. SMALL BUSINESS: TRADE SHOW FACTORS OF
SUCCESS. International Journal of Business, Marketing, & Decision Science. 11(1).
Forkmann, S., Henneberg, S. C. and Mitrega, M., 2018. Capabilities in business relationships
and networks: Research recommendations and directions. Industrial Marketing
Management. 74. pp.4-26.
Gerasymenko, V., De Clercq, D. and Sapienza, H. J., 2015. Changing the business model: effects
of venture capital firms and outside CEOs on portfolio company performance. Strategic
Entrepreneurship Journal. 9(1). pp.79-98.
Jeng, D. J. F. and Huang, K. H., 2015. Strategic project portfolio selection for national research
institutes. Journal of Business Research. 68(11). pp.2305-2311.
Kunaka, C. and Moos, M. N., 2019. Evaluating mentoring outcomes from the perspective of
entrepreneurs and small business owners. The Southern African Journal of
Entrepreneurship and Small Business Management. 11(1). pp.1-11.