Business Plan Project: Star Beverages Limited, Australia

This business plan outlines the strategy for Star Beverages Limited, a startup aiming to provide a range of beverages in Australia, focusing on the young population with various flavored beverages and smoothies. The plan includes an executive summary, introduction, detailed market analysis, and a comprehensive SWOT analysis. It covers objectives, management structure, PESTEL analysis, marketing and pricing strategies, Porter’s Five Forces model, operational and human resource plans, supply chain management, and financial projections for five years. The plan emphasizes a focus on healthy beverages with ingredients like soya and almond milk, targeting a diverse customer base across various locations including colleges and offices. The financial plan includes an initial investment of $5 million, with projected revenue growth and return on capital, aiming to establish Star Beverages as a leading cafeteria in Australia. The plan also considers relevant legal and environmental factors and concludes with a detailed financial analysis.

Running head: BUSINESS PLAN PROJECT
Business Plan Project
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
The aim of the project is to create a business plan for the newly startup business project that
would be for the Star Beverages Limited. The newly set business would be aiming at providing a
range of beverages in the region of Australia. The newly set up beverage business would be
setting up various locations or outlets where it would be serving a range of beverages in the
Australian Region. Star Beverages Limited is a startup which will be established in the Bowen
hills of Australia. The company’s main aim is to provide different flavored beverages and
smoothies. The target customer of the business will be the young population including students
and working population in Australia. The customer will be targeted on the basis of their age and
interest. It aims to establish a strong customer base by making services available in different
stores, shops, malls and different colleges and offices. The main objective behind serving
colleges and offices is creating a loyal customer base who will continue to remain with the
company for long run. It shows young population of the country is health conscious and prefer
light drinks and food for morning and evening supplement. They want refreshment drinks for
serving their different mood and interest. Smoothies are preferred by teenagers and students
whereas tea and coffee are liked by younger and older working population. Australia is a country
with diverse culture and taste, availability of different flavored beverages will definitely cater to
their needs. The initial investment of the business plan of $5 million will help the company to
operate smoothly in the initial years. The ROC of the business in the first year will be positive
and would be helping the company in well returning a sound set of return to the equity
shareholders of the company.

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Table of Contents
Introduction......................................................................................................................................4
Discussion and Analysis..................................................................................................................4
Summary of Business Plan..........................................................................................................4
Registration Details.....................................................................................................................5
Objectives of the Business...........................................................................................................6
Management Structure.................................................................................................................7
PESTEL Analysis........................................................................................................................8
Market Analysis...........................................................................................................................9
Target Customers.......................................................................................................................10
Marketing Strategy....................................................................................................................11
Pricing Strategy.........................................................................................................................12
Porter’s Five Forces Model.......................................................................................................13
Operation Plan...........................................................................................................................14
Human Resource Plan................................................................................................................14
Supply Chain Management........................................................................................................18
SWOT Analysis.........................................................................................................................18
Financial Plan............................................................................................................................22
Conclusion.....................................................................................................................................27
References......................................................................................................................................28

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Introduction
Market plays a significant part in the operation of a business. This is the place where
buyers and sellers meet and the ownership of title of goods and services are exchanged in return
of consideration. Market is the backbone of an economy because maximum circulation and
exchange of money takes place in a market. Any business plan cannot be successful without
giving prime attention to this market factor. Star Beverages limited has considered all the factors
of production including other factors like market and the target customer before designing the
business plan. The company has selected the Bowen hills as the key location for carrying out the
business location. The company’s main business will be serving different beverages like coffee,
tea, smoothies with different flavor and nutritional value. Australia’s food and drinks industry is
growing as the demand for the nutritional and energy drinks among people is increasing.. The
condition or phenomena which gives a company, a favorable position and win the market over
other competitors is competitive advantage. The business finds an opportunity for its healthy
operation due to the availability of growing demand among customers. The different flavored
drinks and smoothies will give a competitive advantage over the overseas competitors also. The
financial plan has been drawn for the company for a sum of five years whereby relevant changes
in the financials of the company has been well taken into consideration.
Discussion and Analysis
Summary of Business Plan
 Business Name: Star Beverages

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 Business Address - Corner Mayne Road, Campbell Street, Bowen Hills, Australia.
Postal address - GPO Box 2146 Brisbane Qld 4002
 Business location- Australia
 Date of Foundation – 15th January 2019
 Owner name –Harry Markin
 Owner’s Business Experience- 5 years in food and beverages industry
 Product- Drinks and beverages
 Information related to Market Segment
 Target market – Young people aged between 20 to 45 years.
 Market Strategy – Using social networking platform
 Business objective – Increasing the market share and profit margin of the business.
 Financial Detailing: The initial investment of $5 million for starting the business. This
investment will help to increase the participation of business and help in market
penetration. The revenue projection is 10% increment yearly basis. The ROC of the
business is projected nearly 5-10% for the company in the first years and 10-15% from
the next year. The strategy of the business to make the variety of product available to
customers which will make the sustainability of the business easier in the market. The
availability of different choices to the customer helps the company to sustain for long-
run.
Registration Details
 Business Name – Star Beverages.
 Address- Corner Mayne Road, Campbell Street, Bowen Hills, Australia.
 Type of Business- Private Limited Company

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 Location of Business- Australia
 Date of Foundation- 15th January 2019
 Name of the Owner – Harry Markin
 Application of GST – Not Applicable as per GST norms on food and beverages 2019.
 Domain Name – www.starbeverage.com
 Licenses – Food and Beverages license from the NSW under Food Authority Food
Safety and Standards, 2019.
 Business Place – Bowen Hills, Australia.
 Work location – the registered office of the business will be made the prime location for
the business operations but the services of the business will be available in various
loacation of Australia. The area of the registered office, Bowen hills will be best suited
for conducting the business operations.
 Lease or Ownership – Considering the long term benefits, the company will buy the
registration office to own it completely. Moreover other areas like space in malls,
colleges, shops and stores will be taken on lease or rental basis to avoid the unnecessary
burden on the cost of production. Taking areas of business on rental business will help to
provide services to the customers smoothly.
Objectives of the Business
STAR BEVERAGES Company is making a good effort in bringing innovations in the food and
beverages market. The company is constantly focusing on providing better ‘after sale service’.
Its main focus is on providing better quality beverages like tea and coffee. In addition, it will also
sell different flavored refreshing drinks which will service different mood of customers as well
as the energy purpose. The main ingredients that STAR BEVERAGES will be using in its

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smoothies are Soya milk and almond milk. Soya milk is considered, a low fat drink produced by
soya beans whereas almond milk contains low cholesterol and is a good source of protein. As per
the National Center for Complementary and Integrative Health, consumption of almond and soya
milk daily can reduce LDL (low-density lipoprotein) which is considered as bad cholesterol by
the doctors. Other ingredients for the smoothies are kefir, macadamia nuts, mangoes, pineapples,
bananas, cherries, peaches and apricots which contains less sugar. The use of these selective
fruits like peaches, berries and apricots will help to maintain low sugar level of smoothies as well
as making it healthier. The beverages will be made available in flavours in mango, banana,
pineapple, peaches, chocolate, mixed flavor containing cherries and berries. Different availability
of flavor in drinks will give several choices to customers resulting in increase of sales. The
different product of the company are manufactured with the aim of serving all men women under
age group of 45. These age group like to have light food and drink as their supplement. So they
are going to add these light and healthy drinks to their daily routine.
Different flavors may attract older group of population as well so this gives a competitive
advantage to the business idea. In the starting period, the company tries to cater to the customer
need by offering shakes and smoothies. Various types of coffee and tea is made available with
different flavor and different nutritional benefits. These beverages are prepared after considering
the demand from the customer side. These are prepared as per customer need and want. The
focus of the business is blend the innovative idea and science into one. The business objective of
the newly start-up business can be well described with the help of the vision and mission
statement for the company.

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 Vision statement – the STAR BEVERAGES store has plans for expanding the business
into fast food industry by providing different flavored beverages which will primarily
include tea, coffee and different flavored smoothies.
 Mission Statement – the mission statement of the business is to draft and run such a plan
which will help the business to compete with existing café stores and help the business to
become a leading cafeteria in the selected location. The STAR BEVERAGES store
intends to become the top leading cafeteria of Australia.
Management Structure
PESTEL Analysis
 Political factors affecting the industry- government of Australia is taking initiative to
provide rules concerning the calorie and sugar intake level in different beverages. They
are attempting to lower these levels and thus making the labeling of sugar, caffein and
calorie level compulsory in packaging. Government is focusing on improving the
standard of public health by bringing these norms.
HARRY MARKIN
(OWNER)
STEPHEN LI
(MARKETTING AND SALES
MANAGER)
CLARK BROWN
(FINANCE MANAGER)
MARRY CLINTON
(TECHNICAL
MANAGER)
PETER BLAKE
(OPERATIONS MANAGER)

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 Economic factors – the country’s current per capita income and the growth rate can have
strong effect in the sale of a product. The growing income and expansion of the
Australian economy will give advantage to the business. The consumption has expanded
in Australia in 2019 but with a slow pace due the global economic crisis. But the
continuous growth in GDP will add to the benefits Australian economy has for the
business.
 Sociocultural factors – The people of Australia are considered to be one of the most
health conscious population. A report published in Spicenews in 2017 says that 82% of
the population in Australia has resorted to healthy eating habits and 86% population
wants to be more health conscious and want to give more attention to the healthy diet.
The new perception of the people regarding their healthy habit influence the business
plan. The consideration of healthy food and drinks over fast food and drinks will give an
advantage to the business plan.
 Technological factors – Technology is a key factor for running any business for long
run. The obsolete technology can never give the company a competitive benefit. The
business plan of Star Beverages limited will require newer technology for the production
of different beverages and smoothies. Any startup faces tough competition by the
established businesses for buying new advanced machines as they are costly and not
easily accessible. It need experienced and knowledgeable workforce to use the latest
technology. The startups may face difficult time due in having these latest technology at
once due to limited investment.
 Environmental Factors – The environmental factors like selection of the right location
for the company and for production of the food is considered very important for the

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business. The location of the registered office near Bowen hills makes the production of
the beverages easier as the climatic conditions of the area is preferred for production of
many required ingredients.
 Legal Factors related to food and beverages business: Food Standards Australia New
Zealand (FSANZ) is responsible for giving guidelines relating to food and drinks in
Australia for food safety. Laws like Queensland food safety legislation is important for a
business relating to beverages. This law also includes regulations like Food regulation
(Safety) act 2000 and Food Production (Safety) Regulation 2014. The development of
safe and healthy food is important for any food business thus compliance with the related
laws and regulations also become important for the smooth conduct of the business.
Market Analysis
Analysis of market
 The market for beverages is still very active in Australia but not at the same pace as it
was in the earlier decade. The demand for the healthy and refreshing drinks is still there
in the Australian market. The reason behind decreasing demand in last few year for the
beverage is that there are a lot of startups and businesses are coming in this market due to
easy availability of business loan from the government. This has started stiff competition
between different businesses. The new upcoming businesses need to bring innovation in
their product line to win over the existing competition. The people are interested to see
innovation in their classic taste of tea, coffee, smoothies and other kinds of healthy
beverages. The augment of many businesses in the same market has resulted in the rise of
production cost. The selling of drinks from different stores will depend on the marketing
style of the business. The more the informed customers, the higher the sales of the store.

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Use of social media platform for marketing the products will help the business in easily
penetrating into the market. The sales team of the STAR BEVERAGES will enter into
deals with mall, office, colleges and gain distributorship license for various location.
 Competitions available in the Australian market - The recent startups which can give
competition to the Star Beverages are Walkabout coffee shop and café, bluestone lane
and Boost Juice which is specialized in selling smoothies. These are the businesses which
are successful in reaching to the wide customer base in less time.
 Customer base/clients willing to purchase the product – smoothies are one the popular
drinks among Australians. The beverages which give maximum choices will definitely
going to attract more customers to the business.(McCartney et al., 2018)
Target Customers
STAR BEVERAGES has conducted a survey of the market before coming to a conclusion that
who will be its target population. The market survey has helped the shop to know the group of
population who are interested in the product. The survey will also help the store to carry out
different strategies to increase the targeted population of the business. This is the reason why the
STAR BEVERAGES store has conducted a market survey to know if the business plan will
require further investment of funds or change of plan is needed in the business. The target
customer of the STAR BEVERAGES store will be Households, Employees, Business people and
Students. The demographic location near Bowen hills consists of young population having
average age group of 35 years. Thus the target customers of the STAR BEVERAGES will be
young population. This group is consisting of students from schools and colleges, professionals
such as the working population. Section of customers will also include older working population.
The customer’s demography is not divided on gender basis as the selected beverages will be

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liked by both men and women. The table given below classifies the target customers on the basis
of age and their interest.
Age Group Demography Beverages
13-21 years Students including teenagers Smoothie
22-35 years Employees, businessmen and professionals Coffee and Smoothies
35 years and above Retired professional and businessmen Tea, Coffee and Smoothies
Marketing Strategy
The beverages like tea, coffee and smoothies faces a stiff competition in the current
market as it is very difficult for the new businesses to find space for the old known tastes and
flavor. The location of the STAR BEVERAGES store is very appropriate for its registered office
as there are little market players of independent cafeterias and the area is also densely populated
with different organization consisting of young population. The market strategy of the Star
Beverages is using the online platform for reaching out to customers. It will also be using the
social platform like Facebook and twitter. The store has designed a customer friendly website to
give information of different products to customers who want online facility for ordering
products. Besides, the STAR BEVERAGES café will also ensure that the sales team will help to
carry out these marketing strategies efficiently.
The different marketing strategy will include:
1) A grand opening of the stores inviting a celebrity for the foundation function. The
opening of the store will include a party for the investors and employees of the business.