Roots and Pulps: Detailed Business Plan for Organic Beverage Company

This business plan outlines the strategy for Roots and Pulps, a UK-based startup offering organic, cold-pressed fruit juices and vegetable purees. The plan includes a comprehensive executive summary, detailed business details, and a location analysis in London, UK. It delves into market and industry analysis, including PESTLE and Porter's Five Forces models, highlighting competitive dynamics. The product and service description details the offerings, emphasizing customization and online/offline availability. A key focus is on the Unique Selling Proposition (USP) and competitor analysis. The operational plan covers organizational structure, quality control (Six Sigma), supply chain management, and internal communication. Risk and contingency plans are addressed, along with sales and marketing strategies, and financial and funding plans. Finally, it presents the management team structure and concludes with references. The plan emphasizes innovative packaging and the use of organic products to build brand image and competitive advantage.

Business Plan

EXECUTIVE SUMMARY
The present report is based upon Roots and Pulps (a new business idea) who provide
range of organic beverages to their customers of UK. In order to sustain the brand image, it is
necessary for the company to evaluate the industry and consider external factor through Pestle
analysis. Also, it has been determined through report that there is a strong competition within
market and that is why, company create USP by offering product in innovative packaging style.
Moreover, the report will also show two different types of funding used by the company i.e.
personal saving and bank loans. Also, different management team has been designed that assist
to meet the defined aim of a company.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
Business details...........................................................................................................................1
Location ......................................................................................................................................1
Market and Industry analysis:.....................................................................................................1
Product and service description..................................................................................................4
USP and competitor analysis......................................................................................................5
Operational plan..........................................................................................................................6
Risk and contingency plan..........................................................................................................7
Sales and marketing strategy.......................................................................................................8
Finance and funding plans..........................................................................................................9
Management teams....................................................................................................................12
REFERENCES..............................................................................................................................14

Business details
Roots and Pulps as new business start-up will be presenting organic and fresh cod
pressed fruit juices that are freshly prepared as per specific preferences, with no heating
developed within production procedures. The company will be presenting products and services
based on specific working plans, to keep check on nutrients values diversely based on high scale
innovation expertise factors for reaching out to larger extent consumer market. Root and Pulp
will be heading on to bring fresh supply of fruits and vegetables purees, based on various flavors
and customized choices for customers It includes ranges such as fruits such as Orange, kiwi,
pineapple, muskmelon ad varied other fresh supplies, and will have offline and online market
presence among business for reaching out to larger segments of customers.
Roots and Pulps further aim to introduce best supplies of customized fruit juices and
beverages, as per tastes and preferences among customers who prefer hygienic fresh on go
juices. The company has plans to expand channels on digital marketing, evolve on best working
innovation aspects and have best working targets for larger functional productivity optimization.
Business also deals with competencies and structured techniques, to market out best beverages
and fruit juices for people based on specific functional plans for strengthening optimum
productive growth (Strategies To Be Followed By Startups In the #NewNormal, 2021).
Location
Roots and Pulps will be having location in London, UK which holds high strategic target
market positioning for new business enlargement goals rapidly and to further expand best
technical proficiency aspects. Location is also based on easy availability within store, where
people can easily take away their orders, have specific juices and beverages there and also
digital market is competitive platform which further opens up space for higher stringent
connectivity
Market and Industry analysis:
UK is one of the largest market for companies serving fresh fruit juices and vegetables as
well as varied range of organic beverages which holds competitiveness rise within startups
industry. There has been constant rise among recent years within products and services, bringing
wider reach among target customers with high scale innovations and commercial benchmarks
based on creative marketing scenarios (Wieland and Fill, 2020). For this it can be analyzed that
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Roots and pulps further aims to evolve on market analysis factors, bringing untapped functional
goals worked on for higher competitive productive engagement factors worked on strategically.
Pestle analysis:
 Political factors: U political factors provide stable functional opportunity for company to
expand new business plans, based on higher working synergy and engagement among
external business stakeholders. Economic factors: Stable economic policies and price structure development, has high
role and importance to further diversify new plans competencies effectively based on
commercial productivity. Roots and Pulps have significant strength based on economic
factors, as UK market is stable with good consumer spending potentialities evolving
within industry. Social factors: Dynamic customer’s preferences evolving has high role which further
signifies that people demands fresh organic fruit juices, based on high quality and fast
delivery services. This will be further proceeded within Roots and Pulps company, to
expand determinants working as per high scale consumer’s choices, and to segregate
market availability further based on long term business plans (Welter and et.al., 2021). Technological factors: Technology used on production, marketing and service delivery
will be optimally deployed as per recent working objectives to further significantly bring
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on fundamental rise commercially. New technology demands are rising widely based on
functional expertise, higher working synergy tools and new strengthened innovation
where external business domains have high competencies. Legal factors: The legal formalities such as keeping check on health and safety
standards, registration and providing high edge functional standards services further will
be taken significant focus within Roots and Pulps. Environmental factors: External changes in environment and climate conditions further
has significant role for start-ups to extend their functional productivity and hold new
accountability aspects innovatively.
Porter five forces model: Threat of new entrants: There are varied numbers of new start- ups coming within
industry based on high scale beverages and juices services availability, which further
signifies that this factor holds medium pressure. Roots and Pulps faces medium threat of
new entrants, where varied scale new investments are being expanded by new companies
for larger customer market base. Competitive rivalry: Roots and pulps faces competitive rivalry from UK competitive
industry, where high scale commercial growth standard is rising proactively by evolving
new business plans. It signifies that competitive rivalry is high, as startup investments
have to be done based on extending higher scale competent innovation, larger consumer
confidence goodwill rise (Den Boer, Klimstra and Denissen,, 2021). Bargaining power of buyers: Customers have medium range of bargaining power, as
company offers services with good quality and premium productive standards for rising
higher scale functioning’s. It signifies that implementation of competitive business
strategies holds specific role in Roots and Pulps, to strengthen positioning among target
customers rapidly and bring on larger varied goodwill. Bargaining power of suppliers: The company has medium external pressure from this
factor, where bargaining power of suppliers is based on price optimization of raw
materials and segregating new channels. Supply chain management of company is
definitely expanded based on commercial channels expansion fundamentally, bringing
competent rise rapidly among new business targets.
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 Threat of substitutes: This factor holds less potentiality within external business world,
as recently it has been analyzed that people look forward to companies who offer healthy
and nutritious fresh fruit juices, beverages. As business plan of Roots and Pulps have
significant new touch within competencies, there is further pace to evolve on larger
networks for stronger consumer engagement (Shevchuk and et.al., 2020).
Thus, from analysis evolved on within pestle and porter five forces model it can
be understood that Roots and Pulps have significant competitiveness within industry,
where business plan positioning needs to be done more innovatively. Roots and Pulps
product, services planning will further strengthen key goals positioning attributives
dynamically and evolve competitively for larger scale business positioning aspects
innovatively. This further heads on profound scale functional optimization, based on
strategic competencies profoundly based on wider technical strengthened positioning
goals.
Product and service description
Roots and Pulps have varied significant products and services within store and online
platforms, where there are varied fruit juices and organic vegetables purees as beverages.
Business plan will be proactively heading forward to strengthen up key business positioning
aspects fundamentally, evolving towards diverse networks plans and determine long term goals
diversely.
 Products such as spinach, cucumber, apple, lemon, strawberry, mint juices are some of
the top natural nutritious organic fruit juices which company offers. Also products can be
customized as per best scale functional availability and high scale competent synergy
planned marketing expertise, for larger customer’s engagement. Services can be availed
both offline and online platforms, where Roots and Pulps have specific keen functional
working synergies variedly. Takeaway facilities are also there for people, based on
preferences and innovative new edged marketing expertise targets to strengthen up larger
scale availability determinants.
 Products such as range of cold pressed juices include varieties of citrus nutritious fruits
and vegetables, based on high scale efficiency optimization aspects innovatively. Outlet
of Roots and Pulps will be based on larger customer’s preferences and easy availability,
for effective business goals and new vision oriented operatives (Galvão, Marques and
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Ferreira, 2020). Products hold high specialization, based on competent efficacy aspects
plans for gaining consumers’ confidence dynamically. This further heads on profound
focus among larger new plans and implementation of working competencies diversely,
for growth rise as per consumer’s best preferences. Packaging will be done in most
effective format, attractively for larger consumer’s convenience factors and higher
competent long term positioning within industry.
USP and competitor analysis
The USP of Roots and Pulp is to use only organic products in their beverages that helps
to improve the brand image. Also, there is a strong competition within the locality that assists
company to offer more innovative products. For competitor analysis, different key elements
compared in order to examine the performance, which is as mentioned below:
Particulars Roots and Pulps Planet organic Kent Foods Ltd
Product It offers range of organic
juices and cold pressed
juices as per the preference
of customer.
The company offered all
kind of organic food
products and range
variety of beverages to
their users.
It supply organic food
and organic beverages
with limited variety to
their customers within a
local area only.
Price It will use penetration
pricing style that helps to
attract new customers by
offering low price of its
products.
Planet organic uses
competitive pricing style
in which company
changes their price by
analyzing market
situation (de Araújo, de
Souza Bueno and Viana,
2018).
Kent Food Ltd uses
premium pricing in order
to build the perceived
value of company's
product.
Promotion Root and Pulps uses
modern form of marketing
tools like social media, Pay
per click and official
It uses both traditional
and modern form of
marketing tools that
assist to improve the
Uses only modern form
of marketing tool like,
email, social media
platforms in order to
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website to attract
customers.
overall performance of a
company
attract range of
customers.
USP Offering only beverages
without compromising the
quality with a discount
helps to leave a positive
impression over the
customers.
Planet organic has an
effective marketing tools
that creates unique
impression among
customers
Kent Foods Ltd offers
innovative products and
its packaging style sustain
a unique position upon
customer's mind (Charles
and et.al., 2020).
Operational plan
Particulars Description
Organization
structure
Roots and Pulps will use flat organization structure because the business
will operating in small area and there will be minimum 4 departments who
operate the business such as finance, IT personnel, employees and
marketing manager etc.
Quality control There is a need to ensure about quality of all the products because the
customer satisfaction level got affected. That is why, six sigma as quality
management tool must be used and digital tool can be used for quality
management in order to maintain business operations. Also, the products
must contain ISI mark that keep customer informed that the product is
good to be used (Butti Al Shamsi and et.al., 2018).
Supply chain
management
Roots and Pulps deal in online business and that is why, it must have
effective supply chain and logistics that assist to meet the demand of
customers. The product will be offered at different locations and that is
why, there must be an efficient transportation or logistic system to meet
the demand of users.
Communication There must be an effective communication within each department so that
they all performed the work in an effective manner. Having a flat
organization structure will assist to minimize the chances of
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communication error and by effective coordination, company is able to
improve the business performance along with able to meet the demand of
customers as well (Elkhoraibi and et.al., 2017).
Risk and contingency plan
There are different risk faced by the company and to improve the same is also quite
important. Similarly, Roots and Pulps also faces different risk and through effective contingency
plan, it will be easy to minimize the chances of occurrence. Such as:
Type of
risk
Reason Likelihoo
d
Impact Preparation Response
Over-
budget
Due to
ineffective
monitoring over
expenses
High High Proper
monitoring
should be
performed
Company should look
after entire transaction
either daily or monthly
to minimize the over cost
of a project.
Did not
meet the
deadline
Ineffective
monitoring of
each task
High High Company must
oversees the
expenses over
a time
Benchmarks should be
set in order to identify
each task performance
that helps to accomplish
the task on time (Mohan,
2020).
Technical
risk
Due to virus,
system got
crashed and
increase the
technical risk
Low High Continuously
check the
system and
keep its
updated over a
time
The systems must be
protected through
password and advance
technique that assist to
minimize technical risk.
Human One of the team Low Medium Collect the Company must have
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resource
risk
member may be
ill and as a result
work hampers
contact number
of employees
and request
them to come
contact with other
employees as well that
assist to minimize the
occurrence of human
resource risk (Kumar
and et.al., 2021).
Sales and marketing strategy
In order to increase the performance of a company, it is necessary to use effective
marketing strategy that promote the products to different locations. For that, marketing mix can
be used in order to examine the ways of evaluate the products and its promotional styles:
 Product: Roots and Pulps will offer different variety of beverage to their customers
which include range of fruit juices and citrus juices that helps to meet the demand of
customers. Place: It will operated within London, UK because people easily afford the products and
this in turn cause positive impact upon business.
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 Price: Company uses penetration pricing style in which it offers the product at low rate
in order to attract the customers towards it (Strang, 2018). Promotion: Only uses modern form of promotional tool which include social media
platforms like Facebook, Twitter and Instagram. Also, pay per click is used as a digital
marketing tool that attract the customers. Physical evidence: Its physical store and online website will be considered as a physical
evidence. Moreover, its customers and employees will recognized as a physical evidence. Process: The payment process will be easy to use such that it provide online and offline
facilities to their customers.
 People: The key people of Roots and Pulps will be employees, customers and its
suppliers.
Segmentation:
Roots and Pulps will segment the business by using demographic information in which
age, gender and income of the people will be considered. Such that on the basis of age, company
target the people from 15 to 65 because the beverages will be healthy to consume. Higher and
middle class people can easily afford the products in which both men and women can enjoy the
offerings.
Targeting:
Roots and Pulps will uses differentiation targeting style in which unique products will be
offered to the target people. Along with this, with the help of defined target strategy, company is
able to improve the health of individual and attract range of people towards it.
Positioning:
Quoted firm present the product in unique manner that assist to grab attention of many
customers towards it (Pena and Lohr, 2017). Also, business never compromised its product
quality and this in turn causes positive impression towards a customer.
Finance and funding plans
There are two main types of funding plan will be used by the company i.e. personal
saving and bank loan. Such that £75k will be used as a personal saving whereas £10k will be
collected through bank and as per the defined time, loans will be repay accordingly.
The financial plan for a year is as mentioned below:
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