DTES General Store: Comprehensive Business Plan for Retail Startup

This document presents a comprehensive business plan for DTES General Store, a start-up retail association specializing in daily household and grocery products in Pleasantville, Florida. The plan outlines the company's legal structure as a multi-owner limited firm, its goals including market penetration and profitability, and its product description focusing on providing affordable food and grocery items. Key management strategies involve hiring experienced staff and adopting a participative leadership style. The marketing strategy emphasizes competitive pricing, rewards programs, and social media promotion, while the financial plan details funding requirements and cash flow projections. The plan also considers operational aspects such as store hours and staffing. The projection is based on the assumption that the economy, consumer spending habits and population growth in Pleasantville will continue for the foreseeable future. The administration of DTES should also assume that their future supplier will continue to sell inventory at a minimum price which allow them to maintain their profit margins.

GROUP BUSINESS
PLAN

COMPANY.................................................................................................................................................3
LEGAL ENTITY AND OWNERSHIP...................................................................................................3
GOALS...................................................................................................................................................3
PRODUCT DESCRIPTION....................................................................................................................3
MANAGEMENT....................................................................................................................................4
ORGANISATIONAL STRUCTURE......................................................................................................4
LEADERSHIP............................................................................................................................................4
STAFF MEMBERS.................................................................................................................................4
MARKETING.............................................................................................................................................4
COMPETITIVE ADVANTAGE.............................................................................................................4
MARKET SIZE.......................................................................................................................................5
MARKETING STRATEGY...................................................................................................................5
SALES STRATEGY...............................................................................................................................5
OPERATIONS........................................................................................................................................5
FINANCIAL PLAN....................................................................................................................................5
REQUIREMENTS..................................................................................................................................5
CASH FLOW PROJECTIONS...............................................................................................................6
BALANCE SHEET.................................................................................................................................7
ASSUMPTION.......................................................................................................................................7
REFERENCES............................................................................................................................................7

COMPANY
DTES general store is a start-up retail association that will deal in the daily household
and grocery products such as fruits, veggies, wheat, cosmetics etc. The store will be located in
downtown Pleasantville, florida, which has a large population ratio. Firstly the initial goal of the
administration is to open one store, further a well structured expansion plan is been developed
that includes potential distribution of franchise and building a well recognizes market position in
the general merchandise field. After seeing ongoing trend the organization of DTES general store
hope to target their customer by adopting various online or digital platforms such as personal
blogs, official websites etc.
LEGAL ENTITY AND OWNERSHIP
Drive through element shops (DTES) is a multi-owner limited firm formally organized
in florida. It is a kind of partnership firm because it will generally operate or mange by 2 parties.
Both of this two parties has signed an agreement for running the business operation together
efficiently and the share of profit will be divided into 2 parts.
GOALS
The following is a list of business goals and milestones that has been intend by the
organization of DTES in their first year of operations-
1. Organize a successful grand-opening celebration.
2. 60 percent of target consumer market must be penetrated and raised in awareness.
3. Aim for a 50 percent profit margin.
4. Create a strong consumer base and email list.
5. Increase the number of repeat and referral sales.
6. Become a lucrative company with room to grow.
7. Build a good reputation as a high-quality retail store
8. Increase in the sale of their goods and services, by fulfilling all the basic necessity of
their selected customer base.
9. . Avoid selling unhealthy food in their stores.
PRODUCT DESCRIPTION
DTES will sell a mixture of widely recognized brands related to food and grocery industries.
The organization should closely follow the ongoing trend in food as well as their own customers
buying behaviours. The main aim of the administration is to provide food related product and
services in very low cost as compare to other competitors in the respective field. The
organization will try to deal in wide range of department and cooking possessions, such as fruits
and veggies, wheat, nicotine, perishables, cosmetics, milk products. The store will sell over more
than 1000 private label and international brands product to their potential customers. (Asp and
Andersson, 2021. )

MANAGEMENT
Employees are one of the most valuable assets that are present in an organization which
plays a very crucial role in achieving the organizational set goals and aims. The people that will
hire by DTES administration is also a major investment of their company. They company should
hire one manager, one assistant manager, 2 cashier, 6 laborers and four administrative
employees for a particular store. The selected store manager should have a several year
experience in managing a retail store.
ORGANISATIONAL STRUCTURE.
As a small business , they will appoint a small workforce. Both co-owners will assume
leadership roles within the company and they will be responsible for day-to-day operations,
overseeing companies efforts, buying and selling of goods and services and all other
administrative duties related to the DTES business. A small and skilled sales staff will assist co-
owners with securing sales, supporting customers and general preservation of stock on the floor.
LEADERSHIP
The organization of DTES will follow or adopt participative leadership style. In this type
of leadership all the member of an organizations work together to make decisions. This
participative leadership is also known as democratic leadership, in which every person present in
an organization is encouraged to participate. The leader of DTES organization should provide the
proper information regarding their company to their employees. DTES should share their
complete ideas and goals to their co-workers. The current leader of the organization should make
a fare or calculated decision for the future growth and profitability of the organization..
STAFF MEMBERS
DTES will employ a sales staff of 3 part-time employees. These places are yet to be
filled. However, in today’s current unemployment scenerio the administration of DTES will not
face an issue in finding qualified employees. The sales associates will be paid on hourly wages,
plus incentives. The company will provide appraisals as per the sales done by an individual
employees. (Fowler, Gajewska-De Mattos, and Chapman, 2018)
MARKETING
COMPETITIVE ADVANTAGE
DTES grocery store will be able to offer the following advantages over their competition.They
will provide the freshest and highest quality meat, wheat, rice sugar and all other grocery
products as it will be locally purchased from nearby farm.Competitive pricing and attachment

rewards program. The relationship with the suppliers and exclusive product offering will
prevemt future competitors from entering the market as a competitor. To building a retail store it
take lot’s of time and effort and by that time various competitor try to compite with DTES
directly.
MARKET SIZE
The current population of Pleasantville is just fewer than 40000. The main aim of DTES
is to target all the age group. Moreover, according to national news, Pleasantville is one of the
top 6 town present in florida.
MARKETING STRATEGY
DTES goal is to keep their marketing budget to not more than 5% of their gross annual
sales. Social media platforms such as instagram, twitter etc can help the organization to promote
their products and services into targeted market. DTES can also take help form various
advertising agency to advertise their products on behave of them.
SALES STRATEGY
These concentrated efforts will be targeting new and returning customers as well as
single-visit tourist customers. The administration of DTES can also implement a referral
program rewarding to those customer who bring new consumers with discount coupon.
OPERATIONS
As a retail establishment, DTES will conduct business seven days a week. from 10 a.m. to 6 p.m.
Monday through Thursday, from 10 a.m. to 8 p.m. Friday and Saturday, and 12 p.m. to 6 p.m. on
Sunday. During the holiday seasons and during special events, they extend store hours. At this
point, the retail store can acquire approximately 2/3 of the building’s available space. DTES can
use the remaining space for stock and administrative purposes. In addition to the two full-time
co-owners, they can hire three part-time employees to serve customers. (Schillo, Persaud, Aand Jin,
2016)
FINANCIAL PLAN
REQUIREMENTS
DTES will need $282,000nto get their business off the ground. They can seek funds from outside
investors and business loans. At this time they have raised $50000 in equity capital and an
additional $12000 for a specific usage.( Von Peinen, Böhmer, and Lindemann, 2018)

CASH FLOW PROJECTIONS

BALANCE SHEET
ASSUMPTION
The projection is based on the assumption that the economy, consumer spending habits and
population growth in Pleasantville will continue for the foreseeable future. The administration of
DTES should also assume that their future supplier will continue to sell inventory at a minimum
price which allow them to maintain their profit margins.
REFERENCES
Asp, L. and Andersson, J., 2021. Marketing Communication in the Context of Selling a Business: Business
Brokers and how They Communicate Value of a Business.
Fowler, R., Gajewska-De Mattos, H. and Chapman, M., 2018. Adapting adaptation: Expanding adaptive
strategy theory to account for the East Asian business context. Journal of World Business,
53(3), pp.323-336.
Schillo, R. S., Persaud, A. and Jin, M., 2016. Entrepreneurial readiness in the context of national systems
of entrepreneurship. Small Business Economics, 46(4), pp.619-637.
Von Peinen, A., Böhmer, A. I. and Lindemann, U., 2018, June. System Dynamics as a Tool for Data Driven
Business Model Design in the Context of Autonomous Ride Hailing. In 2018 IEEE International
Conference on Engineering, Technology and Innovation (ICE/ITMC) (pp. 1-6). IEEE.