E-Farm Proposal: Organic Market Regeneration & Farming Sector Plan

This report presents the E-Farm project, a new startup aiming to revolutionize the organic food market in the UK by directly connecting farmers with consumers through an online platform. The project addresses the increasing demand for organic products and the gap in the market for affordable options, as current online retailers cater primarily to higher-income consumers. E-Farm's unique selling proposition lies in eliminating third-party retailers, ensuring fresher produce and fair prices, while also supporting local farmers and promoting sustainable practices. The report includes an overview of the business, its aims and objectives, an analysis of entrepreneurship and innovation, relevant theories, competitive advantages, marketing strategies, financial analysis, and an evaluation of the industry. It highlights the potential of E-Farm to contribute to the growth of the organic market, enhance the financial performance of farmers, and provide consumers with access to healthy, organic, and fresh food.

Make it Happen

Executive summary
The project is based upon a firm name as E-Farm which is the newly start-up who provide
best variety of organic product to their customer and this online application will also help to
eliminate the third party retailer so that they get their food and drink rapidly to their customers.
Thus, this USP will help the company to stay ahead in the competitive market because it
provides organic product by analysing the customers. Thus, with the help of secondary study,
market gap is analysed which means that providing organic food, drink and beauty treatment
product will help to increase the organic industry within UK and even people are demanding for
the same. So, with this help of new start up, farmers and customers meet the wants and needs and
this in turn helps to enhance the financial performance as well.

Table of Contents
Executive summary..........................................................................................................................2
2.0 Overview....................................................................................................................................5
2.1 Business aim and objectives..................................................................................................5
2.2 Vision and Mission...............................................................................................................5
2.3 Key people- Function and background.................................................................................5
3.0 Entrepreneurship, Enterprise and innovation& Opportunities...................................................5
3.1 Entrepreneurship...................................................................................................................5
3.2 Enterprise..............................................................................................................................6
3.3 Innovation.............................................................................................................................6
3.4 Gap within an industry..........................................................................................................6
4.0 Theories of Entrepreneurship.....................................................................................................6
4.1 Rotter’s Theory.....................................................................................................................6
4.2 Which Entrepreneur do you see yourself as..........................................................................7
5. Competitive advantage.................................................................................................................7
5.1 Pest SWOT and Porter five force..........................................................................................7
5.2 Market Information...............................................................................................................9
5.3 Competitors...........................................................................................................................9
5.4 Market segment...................................................................................................................10
6. Process of idea generation.........................................................................................................10
6.1 Project necessary.................................................................................................................10
6.2 Decision that go into it........................................................................................................10
6.3 USP.....................................................................................................................................10
7 Marketing strategy and Marketing Mix......................................................................................11
7.1 Marketing channel...............................................................................................................11
7.2 Marketing mix.....................................................................................................................11
7.3 Marketing strategy..............................................................................................................12
8 Financial Analysis.......................................................................................................................12
8.1 Budget.................................................................................................................................12
8.2 Cashflow.............................................................................................................................13

9. Evaluate the industry..................................................................................................................14
9.1 Factor that hinder the success.............................................................................................14
9.2. Factors in favour................................................................................................................14
9.3 Manage the factors..............................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
Appendix........................................................................................................................................17

2.0 Overview
2.1 Business aim and objectives
The business (E-Farm) aim is to support the farmers within UK in order to sell the product
directly to all local community. With the help of this, company help consumers to eat healthier,
organic and fresh food. The objective of a business is to provide heathy food to people so that
will be fit and healthy for long life.
2.2 Vision and Mission
Vision: Provide greener product to the customer by eliminating value added by supermarket.
Mission: To revolutionize the way farmer sell the product in unique manner to their customers
which support expanding the farmer’s operations.
2.3 Key people- Function and background
The key people of E-Farm are Investor- who invest into a business, employees- who support
company and responsible to sell the product to customer, Farmers who produce the organic
product and last is customers who enjoy the service offered by E-Farm.
Background: The company is Limited Liability firm in which it aims is to provide
greener product to the customers so that customers shift towards healthy and sustainable product.
Also, the company also contribute towards the progress of Organic market in UK and with the
help of online platform, company is able to sell product directly to the local communities.
3.0 Entrepreneurship, Enterprise and innovation& Opportunities
3.1 Entrepreneurship
Monitor (2016) explain that entrepreneurship is all about creation and extraction of the
value. Or else it is the concept of developing as well as managing a business venture so that they
may gain a profit. In the same way, the new business also aim is to earn profit by offering
healthy product to the customers by sustaining brand image within a local and international level.

3.2 Enterprise
Enterprise is a project which is undergoes towards a new project. Such as E-Farm is an
enterprise who took an initiative in order to start a new business with a good aim towards society
(Krishna, Ojha and Barrett, 2017).
3.3 Innovation
It is the concept of a new idea that meet the demand of customers and in the present study,
for E-Farm the innovation is to deliver product directly to local community and it also provide
health products.
3.4 Gap within an industry
As per the secondary research it has been analysed that consumer within UK increasingly
buying organic food and drink and this in turn reflect that the trend within customer is keep
changing (Ramanadham, 2019). In current scenario, there are two leading online retailers who
also offer organic product i.e. Waitrose and Ocado but only high class people afford the product.
It is also analysed that if current online retailers provide organic product and high class people
afford the same then farmers deposit the food in their supermarket which in turn lose some
properties. As a result, this long transition further affects the customers and their priorities may
also change as well.
4.0 Theories of Entrepreneurship
4.1 Rotter’s Theory
As per the Rotter’s theory, each have a personality which is built up over the time and it is
also based upon the experience as well as reaction of those experience (Rotter’s theory, 2019).
Hence this theory is mainly focused upon the four different type of behaviour which can predict
the nature of a person such as
Behaviour Potential: where person is indulging within a specific situation.
Expectancy: It means a behaviour is lead to particular outcome like high expectancy
people have a capacity to enact behaviour.
Reinforcement Value: It means desirability of a behaviour.
Psychological Situation: It refers that each individual’s experience of an environment is
unique

4.2 Which Entrepreneur do you see yourself as
I am a Scalable start-up entrepreneur because I always provide innovative things to
customers with an aim of changing a world. Like, Anthony Katz.
5. Competitive advantage
5.1 Pest SWOT and Porter five force
Pest is used to determine the external environment of the company and these factors are as
mention below:
Political Factor Due to political instability, company faces issue to successfully
implementation (Reich and Infurna, 2017). Also, government needs to
create awareness in people regarding changing trend so that they start
preferring healthy product
Economic Factor Continuous changes in the economic stability of a country also create
negative impact upon the company such that due to recession, people
slow down their spending and this in turn affect the results upon
financial performance of a company (WALLSTON, 2016).
Social Factor It is deal with the preference and perception of the people and now,
people are more concern about their health and that is why, they prefer
to use organic product which in turn provide positive impact upon their
health
Technological Factor Through online order, company is able to boost their sales and this in
turn creates positive impact upon the financial performance. Such as E-
Farm is also uses online product which assist to attract range of local
communities.

SWOT analysis is performing in order to determine the internal analysis or factor that
affect the business internally. These are as mentioned:
Figure 1: SWOT analysis
Strength Weakness
 Provide high quality of organic
product.
 Sell the product online directly to
local customer
 Comply with sustainability
 Provide different product like,
organic food, drink and beauty
treatment product
 Due to weak brand reputation
company do not attract customer
 Problem in software may also affect
the results (Muñoz and Kimmitt,
2019).
Opportunity Threat
 E-Farm is the first company who
offer this service
 Focus on innovation and leads to
change
 As the market of organic food is
growing and customer shift towards
it, so company should take an
advantage from this.
 Strong competition
 Sudden change in the government
regulation affect the performance.

5.2 Market Information
The organic food retailing industry in UK is grow up top 6% from 2015 to 2016 and there
are variety of product which are included under this sector. Currently the market size of organic
food retailing industry is £718 million and there are around more than 2000 business involve in
this. Apart from this, it also provides employment opportunities to the people and it is also
analysed that most of the people wants organic product because it helps to make them physically
fit (Krishna, Ojha and Barrett, 2017). So, with the help of secondary information it can be stated
that there is a wide scope within this market but it also focused upon the sustainability factors so
that it do not cause any negative impact upon environment.
5.3 Competitors
Particulars E-Farm Waitrose Ocado
Products Company offer organic
food, organic drink and all
beauty treatment product
Company offered more than
1500 product which include
grocery, household, fresh
and health & beauty
product
Company offers own
groceries which
include organic
products.
Price Company uses low pricing
style in which it offer the
product at low rate with
high quality
Company uses penetration
pricing style.
It uses competitive
pricing strategy in
which it changes the
price by analysing
rival’s strategy
(Cheraghalizadeh and
Tümer, 2017).
Promotion It uses only modern form
of promotional tools such
that Social media and also
offer different vouchers
for their customers
It uses social media,
newspaper and magazine to
attract customers and also
have strong customer
loyalty towards a firm
It uses both modern
and traditional form
of promotion tools
and also offer range of
discount as well.

5.4 Market segment
E-Farm market segment is based upon the demographic segmentation where it targets the
middle class people who may easily afford the offered product and services. Also, company
target people whose age is in between 25 to 65 because they need to consume healthy products.
6. Process of idea generation
6.1 Project necessary
The chosen project is essential because it offer the greener product for their customer and it
do not cause any negative impact upon the environment. E-Farm is also a monopolistic business
and also possess potential of growth (Shan and et.al.,2019). On the other hand, company also
provide great benefit to farmers and consumer within UK market, that is why there is a need to
invest within this project because it provides greater return of output.
6.2 Decision that go into it
By analysing the external environment and with the help of market study, it is analysed
that there is a wide scope to invest into the organic product offering because customers also
demand for the same. Also, by using the theory of Drucker, entrepreneur also analysed that there
is a need to change in perception so that it attracts customers and also providing new style of
innovative product which will also assist to meet the demand of customers and this in turn help
to enhance the knowledge and profit within a firm as well (Anwar and et.al., 2020).
6.3 USP
Company have different Unique Selling Point such that it is a monopolistic idea which
means it is the only firm that offer range of product. Further, it also helps to satisfy the farmer by
increasing sales and maximizing profit. On the other hand, it also leads to encourage farmers to
expand their business operations and also offer technological innovation as well. Also, company
use consumer’s review in order to rate each farmer to make sure that each farmer adopts a
sustainable behaviour towards their customers.

7 Marketing strategy and Marketing Mix
7.1 Marketing channel
To generate brand awareness and promote their business in market place, E-Farm
organization can use the best marketing channels available in world of business. There are
basically three kinds of sources accessible, such as;
Direct selling-
It is selling & marketing of goods directly to target market ways from a fixed retail outlet.
The Latest direct selling includes sales made via one on one demonstration and internet sales
(Friege, 2017). Company with the help of internet and other digital technology platform can
easily and effectively promote items and gain attention of people who seek to buy organic
products. It is different from direct advertising in that it is about one sales agents dealing and
reaching direct with consumers while direct marketing is about firm seek a connection with their
buyers without going through a consultant or agent.
Social media marketing-
It is also a better and cost effective marketing channel that can use by firm to launch and
advertise their items in front of consumers in effective manner (Galati and et.al., 2017).
7.2 Marketing mix
Product-
To make business more successful organization need to add more things in product which
makes it more valuable for its consumers (Njoroge, 2017). They can manufacture drinks and
eating items by using organic elements instead of chemical contaminated resources, that cause
harmful diseases and affect human health.
Price-
In order to retain buyers for long run and sustain in market, E-Farm company can use low
pricing strategy which is quite beneficial for its business growth and success. It helps to reduce
consumers search costs and retain them with firm (Hallberg, 2017).
Place-
The procedure of moving goods from producers to consumers is named place.
Organization to promote their items and allow people to reach at them, can locate their outlet at

the best location that consumers easily find out and grab the chance for purchasing organic
things.
Promotion-
It is the main source of growth and success of venture, without choosing appropriate
source or channel, firm is unable to generate awareness of brand. Organization can use digital
marketing tools for product promotion.
7.3 Marketing strategy
It refers to overall game plan of a company for reaching prospective consumers and turning
them into potential clients of goods or services firm provides. With the help of creating right and
suitable marketing strategy E-Farm organization can achieve their business objectives and aims
in effective and systematic manner. It includes tools and methods of marketing that help a lot and
work effectively. Company can develop their tactic by conducting research and finding possible.
They can use trending social media channels like Facebook, Twitter and Instagram for products
marketing purpose. It can combine 4 P’s of marketing mix and designed to meet marketing
objective of firm by offering their consumers with value. They can promote established location
via same method that is cost effective and time saving. They can target specific group of people
and then chose source accordingly which make them able to reach at them in ethical manner.
Along with the latest marketing approaches, company can use some traditional methods as well.
8 Financial Analysis
8.1 Budget
Particulars Amount (£)
Raw material 5000
Research firm fees 8000
Insurance charges 4000
Labour 6000
Stationary 2500
Promotional tools 7000