Cookies 'n' Crunches: Detailed Startup Business Plan Analysis Report

This report provides a comprehensive business plan for Cookies 'n' Crunches, a startup in the food and beverage industry. It begins with an executive summary and introduction, then delves into the business details, including product offerings (bakery items, ice cream, and coffee) and the company's commitment to natural ingredients and COVID-19 safety. The report conducts a PESTEL analysis and Porter's Five Forces to assess the market and industry. It outlines the company's USP (unique selling proposition) and competitive analysis. The operations plan covers planning, organizing, monitoring, and resource management. A risk and contingency plan addresses potential financial and operational challenges. The report also includes sales and marketing strategies, financial plans, and details about the management team. The conclusion summarizes the key findings and recommendations for the startup's success.

COVID challenge business
plan

EXECUTIVE SUMMARY
The present report is providing the manner in which a new business gets started and how
they use available resources as well using the same into their business plan. The report is
defining business plan for a start-up company named Cookies ‘n’ Crunches. In this manner the
start-up business report is associated with a full business plan and such accumulated strategies
which are going to be used by them for coming into the market.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
BUSINESS DETAILS.................................................................................................................4
MARKET/ INDUSTRY ANALYSIS.........................................................................................5
PRODUCT/ SERVICE DESCRIPTION.....................................................................................6
USP AND COMPETITOR ANALYSIS.....................................................................................7
OPERATIONS PLAN.................................................................................................................9
RISK AND COTINGENCY PLAN............................................................................................9
SALES AND MARKETING STRATEGY...............................................................................11
FINANCE AND FUNDING PLANS........................................................................................12
MANAGEMENT TEAM..........................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Entrepreneurship is regarded as the process in which new venture get started and business
opportunities are inhaled. These are associated with using combination of differential resources
so that useful results can be gained in terms of financial improvement, people satisfaction and
other constraints (Alrawadieh and Alrawadieh, 2018). An entrepreneur is having capability of
identifying these resources and providing legal identification to their business or venture. This
report is providing the complete business details and various constraints regarding a new
business start-up in the respect of Cookies ‘n’ Crunches and its market analysis which are
suitable for the market environment. On the other hand the report is including regarding USP of
the business which is helpful in attracting number of customers and to get market positioning as
well. In this manner using business plan the complete analysis in respect of financial resources
and other constraints are enlightened.
MAIN BODY
BUSINESS DETAILS
The new business start-up is associated with the industry of food and beverages. Cookies
‘n’ Crunches is a start-up organisation which is performing their business in baking and selling
of bakery products with the major objectives of providing significant quality to their customers.
The venture is using 100% natural ingredients and organic sugar due to which these are healthy
for consumption purpose. The venture is also going to provide home-made ice cream in various
flavours, brewed coffee in which people are able to see their process of coffee preparation in
transparent manner. The USP for the venture is that they are not compromising over quality and
this is the major reason that they have strong product dedication. Besides this the company is
also formulating various measures in order to manage sanitisation and cleanliness within their
outlets in order to comply with COVID-19 safety protocol. In this manner all the safety
equipment’s are worn by employees along with mask, gloves and other tools.
Location: 274, Baker Street, London, UK

MARKET/ INDUSTRY ANALYSIS
For determination of business sustainability in the market with the help of porter’s five
forces and PESTEL analysis market condition will be analysed. In this manner these frameworks
are as under:
Pestle Analysis
Political factors
UK is having favourable political policies and this is regarded as the major reason that
small and medium businesses are being supported by the country. Government of UK is
delivering financial and business solution so that businesses are able to manage several
challenges seen within the business (Shirokov, Osiyevskyy and Bogatyreva, 2016). These
aspects are helpful in providing support and growth to the business so that they can cop up with
external market situation.
Economic factors
UK is having stable economic conditions and this is giving major opportunities to
Cookies ‘n’ Crunches to get growth and revenues in their business. As customers are having high
purchasing power so this is the reason that customers are inclined in spending their money in
food items and resultantly profit can be earned by Cookies ‘n’ Crunches.
Social factors
Social factors are related with needs, preferences and inclination of people and in this
manner UK is having high number of health conscious people and as Cookies ‘n’ Crunches is
delivering healthy products to their customers so the company is having immense opportunities
to satisfy mass number of audience. s
Technological factors
In current time businesses are operating their business using various electronic gadgets so
that business activities can be exerted in easy manner. In this manner businesses and customers
of UK are highly inclined towards using technology within their business processes so this will
lead into gaining high customers satisfaction. In this manner Cookies ‘n’ Crunches is using
cloud-based software in order to keep appropriate data base of their customers.

Legal factors
Cookies ‘n’ Crunches have incorporated by using such required legal laws and legislative
framework which are prescribed by UK government. These are providing protection to
customers against such unfair business practices and providing rights to employees so that they
can perform with utmost involvement.
Environmental factors
Cookies ‘n’ Crunches is complying with green practices in which they are executing their
responsibility towards CSR and environment. The company is using various environment
approaches such as minimizing energy consumption by establishing solar plants, using
renewable sources of energy, minimising use of plastic and many other in order to save
environment.
PRODUCT/ SERVICE DESCRIPTION
Product: The major product offerings of Cookies ‘n’ Crunches is related with bakery
products such as cakes, puddings, bread, buns, pastries and many other which are made up of
overall natural and organic ingredients so that these are containing high amounts of nutrients.
These products are gluten free and contain organic sugar so that no negative reach to consumers
health. The venture is also offering various flavors in home- made ice creams, and coffee
brewery to their customers so that customer can see the process of pouring coffee. The company
is offering products to their customers in such a way that they can align with needs and standards
of their customers.
“The Bakers Delight”
Menu
Victoria Sponge Cake.
The Victoria Sponge sandwich cake
Lemon Drizzle Cake
Chelsea Buns
Sticky Toffee Pudding

Bakewell Tarts
Yorkshire Pudding
Cornish Pasties
Services: The Company is offering online delivery of their products to their customers so
that customers can order their desired food at their doorstep. The company is also collecting
feedbacks from their customers so that they can inhale such improvements in their products and
service offerings. This is helpful in maintaining effective relationship with customers so that the
company may lead in gaining their loyalty.
USP AND COMPETITOR ANALYSIS
The USP of product and services offered by Cookies ‘n’ Crunches is that they are
providing 100% natural and organic products to their customers which are gluten free and uses
organic sugar in making process. The company is not compromising in quality which means that
taste of these products is highly appreciable at the same time in affordable prices these products
are offered. The company has evaluated all of their substitutes within the location and nearby
areas of their new venture so that to get differential and unique edge within competitive market.
This is significant for the company to introduce such unique features and aspects in their
products and services so that customers can be attracted and at the same time they make their
purchases in high manner (Secundo, Schiuma and Passiante, 2017). Besides this the company is
following eco-friendly practices in their business so that to align with the situation of climate
change and various environment issues and in this manner the company is using innovative
approaches to deliver their food to customers using environmental awareness and their tool.
Using these innovative ways are helping Cookies ‘n’ Crunches to maintain a significant brand
image within marketplace so that to make more sales and to acknowledge efforts of customers.
In this manner the company is able to gain competitive edge and higher range of customers as
well.
Porter five forces model
Porter five forces model helps in analysing market competition existed within the
industry. There are various aspects which are analysed within this approach such as power of

buyers, competition within industry, impact of substitutes, power of suppliers and impact of new
entry within industry. Using this model Cookies ‘n’ Crunches can analyse their market position
so that to gain competitive edge and sustainability.
Consumer power
Power of consumer is examined by the power they hold in lieu of bargaining (Thrane and
et. al., 2016). The company is using effective pricing strategies to set their prices which are
accurate up to the manner. This way higher benefit are rendered to the company and their
customers as well.
Supply power
Cookies ‘n’ Crunches is associated with selecting their suppliers in a very decent manner
so that to meet stock requirement of their business in respect of material and many other
materials. In this manner Cookies ‘n’ Crunches is gaining power over their suppliers so that
competitive edge can be gained by them.
Competitive rivalry
In the current time competition is rising in the market so that small and medium
businesses are facing this competition in high manner. For dealing with market competition
Cookies ‘n’ Crunches is trying to build up appropriate strategy so that to gain consumer
perception and market position as well. The company is adopting favorable policies within their
business so that to gain innovative ways of dealing with their customers. Business strategies are
associated with implementing and adding of new utilities in the feature of products so that
market competition can be dealt.
Substitute product
There are numerous other bakeries situated in Cookies ‘n’ Crunches and this is the major
reason that customers are able to find out other substitutes. In this manner Cookies ‘n’ Crunches
is inhaling approaches for their different products so that to gain and align environment changes
in their products and to gain differentiated identity within marketplace.

OPERATIONS PLAN
Operation plan is the detailed process including the strategies followed by business organizations
to execute their day to day activities(Kraievska and Stetsenko, 2018). The operational plan of
Cookies ‘n’ Crunches lists different elements of operational plan from planning to analysing the
operational activities and expenses. Operational plan of Cookies ‘n’ Crunches is discussed
below:
Planning is the very first step of operational plan wherein strategies are formulated
by business describing how to carry on different operational activities by measuring
the strengths and weakness of business.
Organizing is the first activity towards execution of the plan. It recruits and
deploys the employees and resources towards the right department.
Monitoring and controlling is the activity concerned with supervising the operational activities
in the organization and compare the same with planned activities and figures to see if there are
any major deviations beyond what’s being planned and take the control and improvements
measures to control the same (De Kock and Magano, 2020).
Resource management includes various activities such as resource management
and motivation. Required resources are supplied to all the departments as required
and they are kept motivated in a manner that they can be utilized in the most
optimum manner and maximum efficiency ad output can be attained by minimizing
the wastage.
Production capacity consists of evaluating the capacity of business and operational
units and measure their capacity to meet demand and supply of the market, it also
considers technologies used by self and others and comparing the production
capacities and maintain them in most profitable manner.
RISK AND COTINGENCY PLAN
These are the plans prepared to cope with risk and uncertainties associated with business. It is
framed and constituted by drawing alternative plans and approaches in adverse situations. Below
mentioned are some of the factors which can cause deviation in original plans of business and

against which business must draw the alternative plans and approaches to mitigate the adverse
effects:
RISK FACTORS IMPACT STRATEGIES
Financial capacity Finance acts as blood for
every business organization
and it is necessary for
business to have adequate
amount and source of finance
to carry business smoothly
else it can stagnant the
growth of any business
organization.
Cookies ‘n’ Crunches
transfers adequate amount of
funds to retained earnings and
moreover, they also maintain
various reserves such as
depreciation reserve to
finance any future capital
requirement
Data and privacy Data and Privacy is one of the
most important and valuable
assets for every business in
today’s world, therefore it
must be saved from hackers
to avoid misuse of any such
data (Kaur, Ahluwalia and
Singh, 2016).
Cookies ‘n’ Crunches have
implemented advanced data
security system such as
firewall, private networks etc.
to avoid any king of attack
over such data by the internal
or external party with adverse
intentions.
Changing customer
preferences
The rise of population and
superiority of customer
satisfaction has increased
demand of products along
with innovation and unique
offering in the product and
services offered. It is
necessary for business to
ensure that their product
Cookies ‘n’ Crunches have a
dedication team of employees
and researches who are
required to research and study
the market trends and
customer preferences and
communicate the same with
product team so that they can
include those trends and

fulfills the trends and
requirements of customers to
maintain their position in the
market
requirements in their
offerings. It is also key for
them to ensure that stock of
any such goods are not pilled
up more than the expected
demand at any point of time.
SALES AND MARKETING STRATEGY
These strategies are combination of guidelines for two different departments i.e. marketing and
Sales (Goucher and et. al., 2017). Sales strategies are formulated to increase the level of sales
and profit margin whereas marketing strategies are formed to ensure that large targeted
population is covered by marketing team and define the marketing strategies that would
influence the customer to procure the product or services.
STP
 Segmentation – It segregates the whole population into small segments.
Cookies ‘n’ Crunches have segmented them as High income and low earning
in UK as per these concept
 Targeting – It is focused on supplying the product offering to be targeted
consumers and attain the customer satisfaction. Cookies ‘n’ Crunches have
dedicated team evaluating the same.
 Positioning – Objective under this is to achieve the objectives of business by
influencing customer to purchase goods and developing an innovative
product. It is focused on developing a strong customer perception.
Marketing mix is defined as various components which are helpful in making prominent
marketing strategy. In this manner Cookies ‘n’ Crunches may use this marketing strategy in
order to meet their objectives.
Product: The Company is offering products related to bakery products which are rich in nutrients
and are gluten-free.

Prices: The Company is offering products within affordable price range. The company is using
cost based pricing so that to gather revenue and to satisfy their customers.
Place: Place is defined as the location on which they are associated with selling of their products.
In this manner Cookies ‘n’ Crunches is having their physical store in London and at the same
time they are using online website in order to gain additional sales.
Promotion: For promoting their products the company is using social media channels such as
Facebook, instagram so that to serve their customers and to provide prominence in the market as
well.
FINANCE AND FUNDING PLANS
The venture is developing appropriate financial planning so that to provide financing to
their various business activities. This is associated with gaining funds from commercial banks
and government grants.
RESOURCES ESTIMATED COST
STAFF MANAGEMENT COST £60000
LOGISTICS £40000
RAW MATERIALS COST £40000
MAINTAINENCE COST £45000
TOTAL £175000
Commercial banks
Cookies ‘n’ Crunches may get their funding from commercial banks so that to meet
financial needs of their business. This includes long term and short term financial requirement so
that the entire business obligations can be met in effective manner (Allen, 2016). Under these the
interest rate is required to be paid by the business in order to repay the loan.
Government grants
With the help of gaining assistance with government policies given by UK government
the company is gaining appropriate financial support which is helpful for managing their

business. Cookies ‘n’ Crunches are taking assistance from their government units which are
helping the company to meet their short and long term fund’s needs.
Lease financing
The business is required to acquire and meet its financial requirements by leasing of their
fixed assets. This is helpful for the organisation to minimise their costing and to invest in such
land or infrastructure in order to get separate edge (Baek, Mohanty and Glambosky, 2020). Lease
is of particular time frame and after that Cookies ‘n’ Crunches will have to renew their lease.
MANAGEMENT TEAM
Management team is categorised as managing their business and operations so that to
attain business objectives in appropriate manner. This is associated with managing their material
requirements and to get easy access within various business units so that appropriate functioning
can be rendered to the business. Some of the functions which are carried out by the organisation
are elaborated as under:
Management of raw materials: This is defined as the examination of requirement of
raw material in which Cookies ‘n’ Crunches try to estimate their level of stocks so that they can
compare their demand and supply in appropriate manner (Wojciechowska-Solis and Śmiglak-
Krajewska, 2020). This manner the company is able to meet their supply chain requirements due
to which customer expectations and demand can be met out in appropriate manner. The major
objective of the venture is to minimise their cost and utilising their resources in optimal manner.
Personal management: This is defined as the management of such activities within an
organisation so that appropriate training and development sessions to employees. This is helpful
for the company to enhance skills and knowledge of their employees (Esaulko and et. al., 2019).
Besides this the company is deploying enhancement of skills for each individual so that to
maximise their product offerings in the market and to manage their business in significant
manner.
CONCLUSION
From the above report this can be concluded that there are various resources that can be
used by the business in order to determine and attain their objectives. In order to start a new

venture this is associated with using such resources for sustaining their position in the market
and to gain market prominence as well. With the help of business plan business may acquire
such competencies in the business in order to promote their products into the market and to
improve their product or services as according to market needs.

REFERENCES
Books and Journals
Allen, I., 2016. International entrepreneurship theory: Past, present and way
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Alrawadieh, Z. and Alrawadieh, Z., 2018. Exploring entrepreneurship in the sharing
accommodation sector: Empirical evidence from a developing country. Tourism
Management Perspectives, 28, pp.179-188.
Baek, S., Mohanty, S.K. and Glambosky, M., 2020. COVID-19 and stock market volatility: An
industry level analysis. Finance Research Letters, 37, p.101748.
De Kock, H.L. and Magano, N.N., 2020. Sensory tools for the development of gluten-free bakery
foods. Journal of Cereal Science, p.102990.
Esaulko and et. al., 2019, August. Quality improvement and shelf life extension of functional
bakery products with the use of stevia. In IOP Conference Series: Earth and
Environmental Science (Vol. 315, No. 2, p. 022019). IOP Publishing.
Goucher and et. al., 2017. The environmental impact of fertilizer embodied in a wheat-to-bread
supply chain. Nature Plants, 3(3), pp.1-5.
Kaur, K., Ahluwalia, P. and Singh, H., 2016. Cassava: Extraction of starch and utilization of
flour in bakery products. International Journal of Food and Fermentation
Technology, 6(2), p.351.
Kraievska, S. and Stetsenko, N., 2018. Formation of the domestic market of gluten-free
foods. International Scientific-Practical Journal Commodities and Markets, 4(28),
pp.36-46.
Secundo, G., Schiuma, G. and Passiante, G., 2017. Entrepreneurial learning dynamics in
knowledge-intensive enterprises. International Journal of Entrepreneurial Behavior &
Research.
Shirokova, G., Osiyevskyy, O. and Bogatyreva, K., 2016. Exploring the intention–behavior link
in student entrepreneurship: Moderating effects of individual and environmental
characteristics. European Management Journal, 34(4), pp.386-399.
Thrane and et. al., 2016. The promise of entrepreneurship education: Reconceptualizing the
individual–opportunity nexus as a conceptual framework for entrepreneurship
education. International Small Business Journal, 34(7), pp.905-924.
Wojciechowska-Solis, J. and Śmiglak-Krajewska, M., 2020. Consumer education and food
waste: An example of the bakery market-the case of young consumer. European
Research Studies, 23, pp.89-96.