Comprehensive Business Plan for Rose Petal Garden Nursery

This business plan details the operational and financial strategies of Rose Petal Garden Nursery, a startup aiming to provide high-quality garden supplies. It includes an executive summary, outlining the company's mission to offer a wide range of plants and garden supplies, targeting residential, commercial, and renter markets. The plan encompasses startup costs, product offerings, market analysis, segmentation strategies, and a comprehensive marketing approach. Financial projections, including growth rates and risk management strategies, are also detailed. Furthermore, the plan emphasizes the importance of customer service, product quality, and a strategic occupational health and safety plan to ensure the company's success. The plan also outlines the key factors for success, including high-quality products, excellent customer service, and effective marketing strategies to attract and retain a loyal customer base. The financial plan includes detailed assumptions, fixed costs, and break-even analysis, along with risk management strategies to address potential challenges. References to relevant business and market analysis publications are included.

Running Head: BUSINESS PLAN
Business Plan for a Garden Nursery
Student’s Name
Institution Affiliation

BUSINESS PLAN 2
Executive Summary
Travelers, contractors and other individuals constantly need garden supplies. It is for
this reason that Rose Petal Nursery aspires to serve and provide high-quality garden and plant
supplies interested parties. The startup expense for this garden nursery was up to $42,500.
This includes the cost of greenhouses as well as land use and rental costs. External investors
will finance these and other startup costs. The main investors of the project are Riley and Jim
Forester. Rose Petal nursery intends to specialize in provision of garden supplies and plants
such as vegetables, fruits, and trees. These plants will be locally grown in the nursery’s state
of the art greenhouses. Rose Petal will be strategically located in rental and residential
location targeting a wide range of potential customers. The following business plan outlines
an analysis of the company’s internal and external environment.

BUSINESS PLAN 3
Table of Contents
Introduction................................................................................................................................3
Objectives...............................................................................................................................3
Mission...................................................................................................................................3
Keys to Success......................................................................................................................4
Start-up Summary......................................................................................................................4
Products Offered........................................................................................................................4
Market Analysis Summary.........................................................................................................4
Target Market Segmentation Strategy.......................................................................................5
Residential, Homeowners.......................................................................................................5
Commercial Contractors.........................................................................................................6
Renters....................................................................................................................................6
Marketing Strategy.....................................................................................................................6
Financial Plan.............................................................................................................................7
Strategic Occupational Health & Safety Plan............................................................................8
Risk Management Strategies......................................................................................................8
References................................................................................................................................10

BUSINESS PLAN 4
Introduction
The agricultural sector is essential to the life of any individual. The industry is
responsible for sustaining human life and enhancing the aesthetic value of the environment. It
is therefore important to preserve and facilitate the industry. Riley and Jim Forestor are
passionatte and strong believers in the importance of agriculture. The two investors are fully
invested and determined to ensure the project succeds. Being the majority owners, the two
wil manage all opeational responsibilities at Rose Petal nursery. In particular, Riley will be in
charge of inventory and human resources while Jim will be responsible for agricultural and
other labor-intensive tasks.Driven by their passion and efforts, Riley and Jim expect the
garden nursery to achieve a 30% growth rate during its second year of operations and potray
similar positive yields in the years to come. Through creative marketing and provision of the
highest quality products, Rose Petal aims to attract and maintain a loyal customer base in
their local and regional target markets1.
Objectives
The company aims to maintaining an average gross margin of about 50%, to generate
an average amount of $1000 on each business day of every month and to realize an annual
rate of growth of at least 10% in the second year.
Mission
Rose Petal Garden Nursery aims in offering a wide range of plants as well as trees in
an setting that is aesthetic. Customer service for Rose Petal is extremely important. The
company aims for every customer to be able to have a pleasant experience when shopping. It
is also our stuff intention to answer customer’s questions with a lot of expertise and also offer
our information whenever it is necessary to our customers.
1Kiran Chawla, "BUSINESS PLANNING ESSENTIALS: PREPARING A BUSINESS PLAN" (2015) 1(3) Journal of
Advances in Business Management.

BUSINESS PLAN 5
Keys to Success
The primary keys to success for Rose Petal Garden Nursery are going to be based on
these factors; selling high-quality products and ensuring an excellent customer support as
well as service2. Maintain customers so as to develop a repeat purchase as well as make
referrals. Expanding the daily sales through adding on the variety of plants and trees sold and
finally communicating with the customers through a creative form of advertisement
Start-up
The start-up requirements for the company totaled up to $100,000. This included the
initial month’s land rent for the garden nursery. The land’s regular rental fee is $1000
monthly. These costs will be financed wholly by Jima and Riley Forester. The start
requirements include; legal formalities, brochures, insurance, rent and the expensed
equipment. These totaled up to $42,500. The start-up assets include; required cash, the start-
up inventory, available assets and long-term assets which sum up to $58,500. The summation
of investment put into the company is $42,500, and the total capital and liabilities at start-up
are $100,000.
Products Offered
Rose Petal Garden Nursery is going to offer a large range of bedding plants, trees,
shrubs as well as vegetable plants. The company will also offer accessories used in the garden
like fountains, garden tools, stepping stones, potting soils, and fertilizers. Many of the plants
are going to be grown in the state of the art green houses on-site. At the beginning, however,
the company will buy fully grown plants and trees for the few first months of operation.
Market Analysis
The nursery intends to become the best option for landscape contractors as well as
homeowners in the United States of America. Target markets that the company is going to
2Craig R. Stokely, "The 10 Keys To New Product Success" (2003) 4(1) Handbook of Business Strategy.

BUSINESS PLAN 6
pursue are the customers with residential homes who have been searching for avariety of
trees and plants to build their residences beautiful3. We are aiming to attract the landscape
contractors with our competitive prices as well as the wide range in our inventory. Most
people will be attracted to shop at our company due to the best customer services that we are
going to offer4. The company aims to see a5-10% increase in the number of customers each
year. The profile of our target market is segmented into the following pasts.
Target Market Segmentation Strategy
Rose Petal Garden Nursery targets to be the best destination trees, flowers, as well as
garden supplies. The strategies used dwell on the superior performance on areas like; large
selection and fair pricing, customer service, and high-quality goods5.
The targeted markets for the company will be categorized into three segments; these
are homeowners and residential, renters and commercial contractors6. The key marketing goal
is to be able to sell to these reachable target market segments which aim at making the homes
of people and their work places beautiful.
Residential, Homeowners
Rose Petal Garden Nursery aims in being the best choice for homeowners who want
to buy plants as well as garden supplies. With the varied large variety of trees, plants and
garden supply, it is our goal to be able to give personal attention to all customer and to be
able to tend to their planting needs. On the other side, the residential segment has a high and
3Feng, W., and Figliozzi, M. "An Economic And Technological Analysis Of The Key Factors Affecting The
Competitiveness Of Electric Commercial Vehicles: A Case Study From The USA Market." [2013] A case study
from the USA market. Transportation Research Part C.
4Paul D. Ellis, "Market Orientation And Performance: A Meta-Analysis And Cross-National Comparisons*"
(2006) 43(5) Journal of Management Studies.
5Steven D. Levitt and Chad Syverson, "Market Distortions When Agents Are Better Informed: The Value Of
Information In Real Estate Transactions" (2008) 90(4) Review of Economics and Statistics.
6Malhotra, S., Sivakumar, K. and Zhu, P "Distance Factors And Target Market Selection: The Moderating Effect
Of Market Potential." [2009] International Marketing Review.

BUSINESS PLAN 7
wide scope of revenue however the annual average income of the customers will be about
$60,000.
Contractors
These are very valuable customers the nursery. Providing the wide range of quantities
contractors may need, and a consistent inventory is very important. An efficient and
affordable service will let contractors realize they can easily count on the company in
meeting their professional needs. The contracting business that we are going to service will
have annual revenue of not less than $60,000 to about $110,000.
Renters
These are individuals don’t have their own homes. These people, however, need
plants and flowers to decorate their homes. Renters also make up a good segment of the
company’s target market. There are a lot of apartment complexes and rentals with spaces
enough for renters to plant gardens. The household income for this market segment ranges
from $20,000 to $50,000.
Marketing Strategy
The strategy of Rose Petal Garden Nursery is based on serving its customers with
product knowledge and expert service7. The company is also building the marketing plan so
as to reach renters, homeowners, as well as contractors. It focuses on the satisfaction of the
needs of all customers as well as proving high-quality plants and trees at very affordable
prices.
The strategy aims at becoming the best option for contractors as well as the general
public in filling their trees and shrubbery needs and desires. The strategy focuses on the
7Yuna Kim and John S. Talbott, "Marketing Social Selling Jobs: A Re-Labelling Strategy" [2017] Marketing
Intelligence & Planning.

BUSINESS PLAN 8
superior performance in areas such as; knowledgeable staff, customer service, great location
and also affordable prices for all our customers.
Financial Plan
The financial plan for Rose Petal Garden Nursery has the following essential factors.
The growth rate will be about 15% in sales for the second year in total in excess of $350,000
in the total revenues. The average amount of sales on each business day in the three hundred
and five days per year in excess of $80,000
The difficulties and risks include; slow sales which will result in a cash flow that
lower than the projected amount. Debilitating and highly aggressive actions from competitors
and lastly the sluggish and unpredictable economic conditions
The business financial plan of our company also includes important assumptions
which will decide the possibility for our future success. These are; a healthy economy that
will be responsible in supporting our average growth in the market, low operational expenses
especially in the area of purchasing trees and plants which can also be grown just on-site8.
The fixed costs for running the company are approximately $14,000 each month after
opening and hope to reach a break-even point when we are in the third year after opening.
Rose Petal Garden Nursery anticipates a steady improvement in the sales comes spring and
business will mostly slow in the winter as well as autumn. We are hoping that our company is
going to have a steady increase in cash flow as we continue to mature.
Strategic Occupational Health & Safety Plan
Working in greenhouses with lots of chemicals and fertilizers poses a lot of risk to the
health of the people maintaining the greenhouses9. The management of Rose Petal Garden
8AimeeD. Prawitz and Judith Cohart, "Financial Management Competency, Financial Resources, Locus Of
Control, And Financial Wellness" (2016) 27(2) Journal of Financial Counseling and Planning.
9Ron Zevenhoven, "Understanding Greenhouse Gases: Mission Being Accomplished" (2015) 5(6) Greenhouse
Gases: Science and Technology.

BUSINESS PLAN 9
Nursery is committed to ensuring perfect standards of health and safety for the people who
interact with the company, both staff members, and customers.
This safety plan aims in creating policies as well practices which will lead to a best-
practice safety10. The plan will ensure a zero permanently disabling injuries, ensuring the
employees will take full responsibility for their safety and ensuring compliance with the
safety regulation measures.
Rose Petal Garden Nursery’s safety plan’s vision is zero harm to every person we will
deal with. Its goal is a zero disabling injuries as well as aggressive reduction of any other
kinds of personal damages.
Risk Management Strategies
New nursery companies often make several mistakes as they start. They either are
unprepared or sometimes underprepared after starting. Initial poor service or a poor quality of
trees and plants will discourage customers from returning to the company11. Many first
companies will spend all their effort when opening up and will not be capable of maintaining
the high-quality products needed by customers so as to expect them to come back and later
leading to low and poor revenues.
Rose Petal Garden Nursery will be prepared as it can and have backup equipment.
Alternative suppliers will be maintained and a three month’s supply of trees and plants on the
lower side. Change in the health regulations, as well as importation policies, will affect the
company. However, we will develop a very strong professional relationship with the
appropriate authorities so as all processes will be covered in an expected way.
10Strategic Safety Plan (2017) Ohschange.com.au
<http://www.ohschange.com.au/articles/Strategic_Occupational_Health_and_Safety_Plan/
Strategic_Occupational_Health_and_Safety_Plan.htm>.
11Risk Management Plans (2017) Business.gov.au
<https://www.business.gov.au/info/run/risk-management/risk-management-plans>.

BUSINESS PLAN 10
Considering our products still not known to a large number of consumers, marketing
operations will be very mandatory. The company aims plans on implementing a variety of
marketing strategies as listed in the marketing strategy part of this garden nursery business
plan. In establishing a product as well as an awareness for a brand, Rose Petal Garden
Nursery will give small gift samples which will encourage first-time customers to return to
us. Training together with empowerment of the stuff will be seen in the good service given to
customers. I am sure that this will surely be paramount to the success of Rose Petal Garden
Nursery12.
12Palo Software, Pie Restaurant Business Plan Sample - Risk Management | Bplans (2017) Bplans.com
<http://www.bplans.com/pie_restaurant_business_plan/risk_management_fc.php>.

BUSINESS PLAN 11
References
1. Chawla, Kiran, "BUSINESS PLANNING ESSENTIALS: PREPARING A BUSINESS
PLAN" (2015) 1(3) Journal of Advances in Business Management
2. Stokely, Craig R., "The 10 Keys To New Product Success" (2003) 4(1) Handbook of
Business Strategy
3. Feng, W., and Figliozzi, M. "An Economic And Technological Analysis Of The Key
Factors Affecting The Competitiveness Of Electric Commercial Vehicles: A Case Study
From The USA Market." [2013] A case study from the USA market. Transportation Research
Part C
4. Ellis, Paul D., "Market Orientation And Performance: A Meta-Analysis And Cross-
National Comparisons*" (2006) 43(5) Journal of Management Studies
5. Levitt, Steven D. and Chad Syverson, "Market Distortions When Agents Are Better
Informed: The Value Of Information In Real Estate Transactions" (2008) 90(4) Review of
Economics and Statistics
6. Malhotra, S., Sivakumar, K. and Zhu, P., "Distance Factors And Target Market Selection:
The Moderating Effect Of Market Potential." [2009] International Marketing Review
7. Kim, Yuna and John S. Talbott, "Marketing Social Selling Jobs: A Re-Labelling Strategy"
[2017] Marketing Intelligence & Planning
8. AimeeD. Prawitz and Judith Cohart, "Financial Management Competency, Financial
Resources, Locus Of Control, And Financial Wellness" (2016) 27(2) Journal of Financial
Counseling and Planning.
9. Ron Zevenhoven, "Understanding Greenhouse Gases: Mission Being Accomplished"
(2015) 5(6) Greenhouse Gases: Science and Technology.

BUSINESS PLAN 12
10. Strategic Safety Plan (2017) Ohschange.com.au
http://www.ohschange.com.au/articles/Strategic_Occupational_Health_and_Safety_Plan/
Strategic_Occupational_Health_and_Safety_Plan.htm
11. Risk Management Plans (2017) Business.gov.au
<https://www.business.gov.au/info/run/risk-management/risk-management-plans>
12. Software, Palo, Pie Restaurant Business Plan Sample - Risk Management | Bplans (2017)
Bplans.com http://www.bplans.com/pie_restaurant_business_plan/risk_management_fc.php