Organics: Developing a Business Model for the Vegan Food Market

This report provides a comprehensive analysis of Organics, a business venture focused on the vegan food market, specifically offering an organic substitute for smoked salmon. The report begins with a brief summary highlighting the shift in consumer preferences towards organic food products and how Organics aims to capitalize on this trend. The main body of the report details the Canvas Business Model of Organics, including key partners, activities, customer propositions, relationships, segments, key resources, channels, cost structure, and revenue streams. The rationale behind the business concept is explained, emphasizing the market potential for organic food and drinks. Section 2 delves into the business canvas model as a strategic tool for developing and documenting business models. The report also includes primary research findings, such as questionnaire responses from potential consumers, and competitor analysis, comparing Organics to Planet Organic. The report concludes with a summary of the findings and a list of references.

Enterprise: Creating
Your Business

Table of Contents
BRIEF SUMMARY.........................................................................................................................1
MAIN BODY...................................................................................................................................1
Section: 1 Canvas business model..........................................................................................1
Section 2:................................................................................................................................3
REFERENCES................................................................................................................................7

BRIEF SUMMARY
People's point of view has changed towards eatables and this is where it is said that food
industry has brought changes within the food and beverage industry. Here, people has changed
the way of thinking and started consuming organic food products. This made entrepreneurs to
see it as an opportunity because vegan market is directly improvising. In order to execute the
plan, a Canvas Business Model is developed where a new business venture has launched named
as Organics. Specifically, organisation is offering customers with organic substitute for the
smoked salmon. The organic substitute is mainly based on carrots and other organic colourants
and organic flavours. This product is designed for the growing vegan market.
MAIN BODY
Section: 1 Canvas business model
Canvas business model of Organics is presented underneath:
Key Partners Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
 Investors
 Distributio
n partners
 Transport
providers
 Industry
associatio
n
 Tech
suppliers
 Offering
customers
with the
best
organic
substitute
made up
of carrots
and other
organic
colourants
and
organic
flavours.
 Accessing
 Support
to the
Vegan
Society
 Quickly
accessibl
e
 Digital
payments
 Quick
services
 On Site
Delivery
 Website
 Different
types of
assistance
 Tracking of
consumers
taste and
preferences
 Focus over
business
customers
 Retailers
 Consumer
needs are
satisfied
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consumer
taste and
preference
s in order
to gain
desirable
reach at
them
positively.
Key Resources Channels
 One and
only
retailing
shop
 customer
data
 Decision
support
system
Multi level
channel
Cost Structure Revenue Streams
 Brand
 Image
 Standards
 Employees Salaries
 Additional Services
 Online service
 Provided by using mobile
application
Rationale behind the business concept:
The rationality behind the respective business concept that is Organics which aimed to
bring new product smoked salmon that helps to improvise the virgin market that is new concept
in marketplace and large scope existed. From the organic market report which is published by the
Soil Association that reflect that organic food and drinks increased by 4% in 2014 and over a
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third approximately 9.3 million of Britishers buy organic food on the monthly basis, equivalently
£6million spent per month of organic products (UK: A fresh look at the organic consumer,
2019). So it can be said that there are huge scope of respective business model in the
marketplace.
Section 2:
Business canvas model is a strategic management and lean start up for developing the
new or documenting the existing business models. In context of Organics they aimed to bring
organic product into the marketplace which is Smoked salmon and the organic substitutes by
using the carrots and flavours to fulfil the consumer needs and demands in proper manner. For an
organisation it is very much necessary to take feedbacks from consumers and from the investors
so that major changes should be adopted to remain competitive in marketplace. In respective
project the primary research is used to collect necessary knowledge and information. It is one of
most important methodology used by the researcher of Organics for collecting necessary data
and information directly rather than relying on the previously collected data and information. It
surrounds from the certain problems that required in depth analysis. In context of organics they
use questionnaire to collect necessary knowledge and information to build and improve in their
products and services.
Questionnaire:
Q1: Do you know about the organic products such as Smoked Salmon?
a) Yes
b) No
Q2: Do you like the concept of Organics which uses organic colourants and organic flavours?
a) Yes
b) No
Q3: Do you think Organics need to expand in their product portfolio?
a) Yes
b) No
Q4: What are the major attributes that mostly liked by consumers?
a) Substitutes in carrots and other organic colourants
b) Technologically advance
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c) Smoked Salmon
Q5: Provide recommendations to improve the performance of organisation?
After collecting the knowledge and information from the people who taking interest in
the new concept of Organics. It has been evaluated that respective concept liked or favoured by
the people as they remark that respective organisation capable to deliver the product and services
in a fast pace and with accuracy. They provide adequate information about their products on the
online which is attractive in nature and proved useful in decision making. The mostly people
remarked that they bring new concept that is required from the long time in market. So
organisation gain positive feedbacks from the audience and needed to apply some modifications
such as tracking properly consumers taste and preferences, online delivery of products and many
more.
Competitors analysis:
Competitor analysis in marketing and strategic management that helps to access the
strengths and weaknesses of the current and potential competitors. In context of Organics which
aimed to bring organic products and services smoked Salmon into marketplace. It is very much
important for an organisation to access the market before entering into the marketplace. There
are no. of competitors exist in field of organic products one of competitor is Planet organic
which is a British supermarket chain.
Organisatio
n name
Cost Plan Products Market
place
Durability Consumer
access
Organics $39.66 rate
of smoked
salmon.
Price of
organic
carrot is
$1.51/lb.
They plan to
reach at
large no. of
consumer
base by
accessing
their
emerging
needs and
Smoked
salmon with
organic
ingredients
Online,
offline and
mobile app
The
durability of
the smoked
salmon will
typically
last for the 2
to 3 weeks
from the
date of
Advertiseme
nts, sales
promotions
and tracking
of consumer
interest.
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wants in
proper
manner.
package.
Planet
organics
Price of
grocery of
Planet
organics
includes
oatmeal
$.16/oz.
Cereal
$0.16,
Brown
bread is
$.17/oz
They aimed
to expand
their market
in the other
countries to
enlarge
market base.
Grocery,
health.
Both online
and offline
available.
The
durability of
the brown
bread is 5 to
7 days.
Brown rice
durability is
6 months.
Oats
durability is
18 to 24
months. The
majorly the
durability
vary from
products to
products in
context of
Planet
organics.
Social
media, word
of mouth.
From the above table it has been summarised that there are major differences in areas of
business in which organisations deals. In context of organics which aimed to bring new products
and services into the market place which is Smoked salmon by using organic colours and
flavours that are unique in nature that helps to enlarge business opportunities in the marketplace.
On other hand Planet organics that are already existing in marketplace with large product
portfolio but there are some areas they need to work as sometimes they face problem in quality
of their products and services that create consumer dissatisfaction which hinders their self
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interest in gaining profitable outputs. So there is need to improve the quality of products by
setting standards and setting benchmarks in order to gain desirable outcomes. The another area is
that need to work is is advent of advance tools and technology in which usage of artificial
intelligence that helps to enhance level of consumer experiences. On other hand Organics work
on the usage of artificial intelligence helps them to sorting and quality control that helps to
organisation to perform the automated food analysis such as measuring the size, shape and fat
content by using share recognition technology which is the subset of machine vision. So it is
very much essential for the Planet organics to pay attention on brining the highly advance
machinery that not only enhance productivity but also brand value of the organisation in order to
remain competitive in marketplace. They also need to focus on the cost of their products and
services so that they offer ultimately best price to their consumers to remain competitive in
marketplace.
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REFERENCES
Books and journals:
Online:
Price Differences: Organic Versus Non-Organic; Store Versus Farmers’ Market, 2020. [Online].
Available through. <https://www.mofga.org/Publications/The-Maine-Organic-Farmer-
Gardener/Fall-2011/Price-Differences>.
UK: A fresh look at the organic consumer, 2019. [Online]. Available through. <https://organic-
market.info/news-in-brief-and-reports-article/a-fresh-look-at-the-organic-
consumer.html>.
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