BIZ301: ShopEasy - Venture Idea and Execution (Grocery App)

This venture plan outlines the concept for ShopEasy, a grocery application designed to serve the Australian market. It begins with an executive summary and introduces ShopEasy's mission to become the leading online grocery platform. The plan includes a comprehensive analysis of the market gap and opportunity, supported by SWOT and PESTLE analyses. The report explores the product's value proposition, marketing strategies, channel approaches, and competitive positioning. It also delves into the financial viability of the venture, including break-even analysis, cash flow projections, and investment needs. The document covers various aspects of the business, from its inception to its strategic and financial planning. The report includes sections on the firm's objectives, market analysis, competitive strategies, and financial forecasting, providing a detailed overview of the business idea and its potential for success.

Running head: VENTURE IDEA AND EXECUTION
VENTURE IDEA AND EXECUTION
Name of the Student
Name of the University
Author Note

1VENTURE IDEA AND EXECUTION
Table of Contents
Executive Summary.........................................................................................................................3
About the firm..............................................................................................................................3
Mission and Vision......................................................................................................................4
Analysis on possible market gap/opportunity..................................................................................5
SWOT Analysis of the product/service.......................................................................................5
PESTLE of Grocery market Australia.........................................................................................6
Identification of the gap...............................................................................................................9
Developing value proposition of the innovative product or service................................................9
Marketing and channel strategy approach.....................................................................................11
Product.......................................................................................................................................11
Pricing........................................................................................................................................11
Place...........................................................................................................................................12
Promotion..................................................................................................................................12
Channel strategy........................................................................................................................13
Competitive strategy and positioning............................................................................................14
Competitive strategy..................................................................................................................14
Positioning.................................................................................................................................15
Financial viability of the venture using break-even, cash flow, and investment needs.................16
Assumptions..............................................................................................................................16

2VENTURE IDEA AND EXECUTION
Startup capital............................................................................................................................17
Break even Analysis..................................................................................................................20
Cash flow...................................................................................................................................21
References......................................................................................................................................23
Appendices....................................................................................................................................25
Appendix 1: The buying process...............................................................................................25
Appendix 2: The financial statements.......................................................................................25

3VENTURE IDEA AND EXECUTION
Venture idea: About a grocery Application in Australia which is a go-to application for the
different shoppers in the country
Idea title ShopEasy- the go-to solution for the shoppers.
Executive Summary
Introduction
There exist various problems in the society and it is the duty of the entrepreneurs to come
up with ideas which fulfill the gap present in the society. Hence, the business idea outlined in the
report shall outline such a gap and present a plan to fulfill the same. As the business environment
has become competitive, it is crucial that, new innovative ideas are introduced into the scope of
the business in order to ensure long term success. In line with this, it becomes very crucial that a
business plan is outlined which shall assist in understanding the overall requirements of any
business and also assist in seeing to it that, all the goals and objectives of the new venture are
attained in a timely manner. The business idea which will be discussed in the plan can be stated
to be related to the plan of a Grocery application which integrates the various different
supermarkets on to a single platform. The different consumers can enjoy the convenience of
shopping online from the application without having to visit the stores and hence, save time. The
application will be launched in Australia. In the beginning phase, the application will be
available in the metropolitan cities only but in the future after it receives a suitable response from
the different cities then, in such a case, it will expand to the rest of the cities as present in the
metropolitan city as well. The given business plan will focus on discussing the overall way the
business has been designed and additionally focus on the manner in which the different
operations of the business may be carried out successfully. The report aims to outline the way

4VENTURE IDEA AND EXECUTION
the overall operations of the business can be carried out and understand the manner in which any
firm will be able to attain long term success with adequate Financial forecasting, Marketing
agendas and other management programs.
About the firm
The Grocery application will be named: ShopEasy and will be having a considerably
large inventory. The reason why the business plan can be successful in the long run is because, it
will have comparatively lowered middlemen costs because the goods will be sourced directly
from the different manufacturers and as a social initiative, the farmers will be contacted directly
which would then ensure that, they are being able to sell their goods at the right prices and
additionally be able to ensure that they are not being cheated. The application designed will be
available on both the Android as well as the iOS platforms. The economy of the firm has been
performing considerable well and it is with respect to this that, it becomes extremely important
for the new ventures to capture this development and be able to ensure that, ShopEasy is being
able to fulfill the needs of the different customers and see to it that they are not required to utilize
their time in other such shopping sprees and instead shop on great offers and discounts from the
application.
Mission and Vision
The vision of the company can be understood to be to become the number one Grocery
selling application in Australia and additionally the firm also has an aim to become a household
name in Australia which can be made use of by various businesses, professionals, students and
household departments.

5VENTURE IDEA AND EXECUTION
The mission of the firm can be taken to be to provide the best services to the different
customers and ensure that it is being able to upgrade the technology as available in the right
manner so as to ensure that, it is being able to maintain the competitive advantage in the market.
Objectives
The objectives of the firm are as follows:
 To provide services to the customers at all times
 To build a positive brand image
 To provide a satisfactory experience to the different customers
 To earn high revenue
 To ensure that the firm`s application is able to achieve maximum downloads.
Analysis on possible market gap/opportunity
In order to understand whether the particular gap in the market lies and to be able to
identify and related opportunities in the scope of the business, the section will undertake the use
of various tools like the SWOT analysis and the PESTLE analysis which will assist it in
understanding the overall market scenario (Anantadjaya, 2013).
SWOT Analysis of the product/service
As ShopEasy can be primarily understood to be the business dealing in grocery items, the
fruits, and vegetables can be understood to be related items, it is important to understand the
various strengths which related to the overall business. Hence, in this section, the SWOT
analysis of the business will be undertaken which will assist in deciding the manner in which the
firm will be able to ensure long term success (Armstrong et al., 2015). The SWOT analysis will
identify the strengths, weaknesses, opportunities and threats of the business opportunity.
The strengths of the business are as follows:

6VENTURE IDEA AND EXECUTION
1. The brand has to offer a wide variety of goods as well other related items which will ensure that,
the overall customer needs can be fulfilled and satisfied adequately.
2. The firm offers considerable discounts to the different customers and hence, becomes
considerable popular with respect to this.
3. The firm provides considerable convenience to the different individuals as present and helps them
to purchase online at their own convenient time and discounted price offerings.
The weaknesses which are faced by the business, can be taken to be as follows:
 The delivery time may vary and the firm may not be able to provide the delivery in the stipulated
time which may then lead to a mark on the overall brand image of the firm.
 Although the fixed costs as present in the firm can be understood to be limited, however, the
variable costs as present in the firm can be taken to be very high.
 Very often the different customers tend to cancel the order and this leads to issues regarding the
overall accounts and also leads to the wastage of the goods.
The various opportunities which are available for the business can be taken to be as follows:
 The Australian market can be understood to be duopolistic in nature and in relation to this, the
firm can take advantage of the anti-duopolistic laws and ensure long term success.
 Additionally, when Shop Easy finds success in the metropolitan cities then in such a case, it will
be able to expand to the different countries and other cities of Australia.
 The firm can also engage in valued packaging and engage in related cross selling to ensure long
term success.
The different threats faced by the firm are:
 The presence of the big players can be understood to be the biggest threat which is generally
faced by a firm. The presence of the retail giants causes the threat to the organization and its
overall wellbeing.
 The needs of the customer often go in considerable change and in relation to this, the firm needs
to be aware of the changing needs in the right manner.
 The retention of the customers can also be understood to be a threat faced by the firm.
PESTLE of Grocery market Australia
PESTLE Analysis
The pestle analysis can be understood to be a strategic management tool which helps in
analyzing the overall business environment and also provides an analysis of the different forces
which are operating in the external environment of the firm. The PESTLE analysis comprises of

7VENTURE IDEA AND EXECUTION
the political, economic, social, technological, legal and environmental forces which impacts its
operations either positively or negatively. Hence, in this section for the PESTLE has been
conducted for Shop easy in the Australian grocery market.
Political
The political forces can be understood to be the force relating to the government of the
country. The Australian government can be understood a fairly stable government with the
defined set of rules and legislation for the different business organizations. The ease of doing
business in Australia is comparatively easy because of the simple legislations present (Shi &
Zhang, 2014). However in case of the grocery industry, the various governmental regulations
which are set against a duopolistic feature of the market is against the giant retailers and allows
the different new organizations to promote the business. For the operations of Shop easy this can
then be understood to be a beneficial as it helps to encourage their operations due to this
legislation.
Economical
The economic aspects of the forces can be understood to be those forces relating to the
overall economic development of the country and its members. A business can perform well only
when its operations align with economic state of the country in which it is governing. In
Australia the economic power of the different individuals has been increasing and so are the
spending’s which been increasing (Armstrong et al., 2015). Shop easy can take advantage of this
and ensure that it is easily able to target these customers. On the other hand the bargaining power
of the suppliers has also reduced drastically which is the factor which Shop easy can take
advantage of in order to incorporate their overall supply chain management.

8VENTURE IDEA AND EXECUTION
Social
The social aspects comprise of the characteristics of the target market and other related
aspects such as the overall trend in the market. In light of this it can be understood that the issue
of the customers and their changing demands is required to be met with by the Shop easy and
additionally the culture of the people which can be understood to be multi culture also needs to
be addressed (Shi & Zhang, 2014). Hence Shop easy can engage in the stocking of the goods
which belongs to all cultures and is not biased to words the Australian culture only.
Technological
The increased usage of the Internet can be understood to be an advantage with the respect
to which Shop Easy will be able to target the tech savvy customers who are willing to shop
online. As contactless payment facilities have been increasing, the payment was made on the
application can be understood to be used by these individuals who are comfortable with them.
The use of cloud infrastructure can also be made in order to maintain the stock (Pozzi, 2012). As
the technological development is greatly increasing it is important to target customers who are
technologically advanced and on the other hand Shop easy can also be available on the online
platform and hence, the needs and the demands can be met with accordingly.
Legal
There various legislative laws and regulations which can be applicable to shop easy and
these can be understood to be the legal actions of ACCC is against the big supermarkets. Hence
it can be beneficial for Shop easy to conduct the operations.

9VENTURE IDEA AND EXECUTION
Environmental
The environmental aspects are the aspects which need to be considered and in this case
the business would be required to make the use of sustainable products (Armstrong et al., 2015).
For this aspect, Shop easy will be required to ensure that it deals in the use of sustainable
products and stocks eco-friendly products as well as these are the latest trends and when shop
easy will be following this trend it will be able to get more popular with the different customers.

10VENTURE IDEA AND EXECUTION
Identification of the gap
Hence after analyzing the internal strengths, weaknesses opportunities and threats of firm
and examining the external forces which govern in the business environment it could be
understood that the gap which lies in the market is the potential presence of such an application
which will be able to bring all these retailers under one roof. Hence this is Shop easy as an
application will come into the scene whereby it will integrate the different supermarkets such as
Woolworths, IGA, Coles and other Amazon supermarkets (Nilsson et al., 2015). The one
application platform WILL allow the customers to compare and match its products accordingly.
Although these brands have their own separate websites, the different customers often find it
very difficult to compare and purchase accordingly. Hence this application will be go-to
application for the different customers who can simply compare all the products offered by
different supermarkets side-by-side and make choice of the best product. A minimum shopping
limit will be assigned so that each supermarket benefits accordingly.
Developing value proposition of the innovative product or service
The different customers are required to be offered with the goods which have a unique
value proposition in order to ensure that the brand name of the company improves and
additionally the brand or the innovative product or service can appeal to the customers with the
help of its own capabilities (Armstrong et al., 2015). The Shop easy allows the customers to
enjoy a service which is innovative nature. The main unique selling point of the service is that
the application brings several giant grocery retailers and the one local farmers under a single roof
which allows the customers with the convenience of shopping from one place at one point of
time from different retailers.

11VENTURE IDEA AND EXECUTION
The application shall set down different minimum limits for each retailer and in this way
the customer will be the one who benefited the most as they will be able to shop from any
supermarket of their choice without even leaving the house (Warschun et al., 2012). The reason
why this could act as an innovative idea and a valued offering is because of its capability to meet
the needs of the different customers who are very busy and cannot take out time for shopping.
As the economy development of the country has been improving the individual to have
been involved in economic activities which help in increasing the income and hence they will be
able to afford extra pricing but prefer that the goods are delivered at their doorstep (Nilsson et
al., 2015). It is with respect to this that the Shop Easy has aimed to target this increase income
and increased burden by converting this problem into an opportunity for itself and align the
customers’ needs to the demand who will then be able to shop easily for all the household and
personal needs online.
Hence in order to summarize the value proposition has been discussed and he given points can be
examined:
 The main offering of the application is that it inculcates the services of all giant grocery retailers
in Australia.
 The service provides greater discount to different customers who are willing to purchase the
product. This has been done in order to attract the different customers in its initial stage. The
business is being able give to this aspect because of the minimised cost of inventory and related
office expenses.
 The customers can order at any point of time and any time of the day and can choose the delivery
time slots which will help them ensuring that their products gets delivered To the right place and
at the right time.
 The pricing of the product is very affordable in nature due to the low costs carrying operations
and to attract initial loyal customers.
 Moreover the customers are provided with the convenience of choosing from any of the grocery
retailers they are willing to purchase from. In addition to this the organisation will also be in
direct contact with the different farmers, so that they able to engage in some social contribution
and allow the farmers to be a part of the larger economy.