Developing a Business Plan: Grocery Startup in Canada for NRIs

This report provides a detailed business plan for a new grocery startup in Canada, specifically targeting the Indian community, including Non-Resident Indians (NRIs). The plan outlines the venture's aim, focusing on meeting the grocery needs of this demographic. It includes a comprehensive marketing plan, encompassing market assessment, target market identification (age 25-50, married, employed NRIs, and a secondary group of Indians aged 18-75), and strategic placement of convenience stores in areas with high Indian populations. The report also covers pricing strategies (skimming pricing), promotional methods (traditional and social media), and an operational plan detailing management and employee roles. It highlights the competitive advantage of the startup, emphasizing the lack of India-based convenience stores and convenient locations. The report concludes with an investment portfolio and financial projections, estimating startup costs at CA$57,000. The overall goal is to establish a sustainable grocery business that effectively caters to the needs of Indian customers in Canada.

Running head: STARTUP IN CANADA
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Name of the student
Name of the university
Author note

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Executive summary
The report aims at identifying the business plan for a new venture in Canada while adhering to
the needs of the Indian customers. The research delineated the aim for undertaking the venture
and the manner in which the entrepreneur might plan for capturing the interest of the target
market. The target market of the concerned startup is portrayed as the NRIs in Canada.
delineation of the target market helped the organization in planning the marketing and
operational systems in order to maintain the efficiency of the processes. The research examined
the different strategies that might be undertaken by the concerned organization for gaining a
competitive edge while operating in diverse global markets. On the other hand, the report also
focused on identifying the chief resources that are required by the same and financial projections
for supporting the activities of the new venture. Therefore, the overall purpose of the discussion
was to identify the different planning activities that might be considered by the concerned
organization in order to maintain the sustenance of the same. The convenient location of the
concerned organization has helped the same in attracting the attention of the Indian customers.
On the other hand, the research also delineated the competitive advantage of the business while
upholding the performanceof the processes in accordance to the needs of gaining sustainability.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Aim of the new venture...............................................................................................................3
3. Plan..............................................................................................................................................3
3.1 Marketing plan.......................................................................................................................3
3.1.1 Market assessment..........................................................................................................4
3.1.2 Place................................................................................................................................4
3.1.3 Pricing methods..............................................................................................................5
3.1.4 Promotional methods......................................................................................................5
3.2 Operational plan.....................................................................................................................6
3.2.1 Management and employees...........................................................................................6
4. Competitive advantage................................................................................................................6
5. Investment portfolio.....................................................................................................................7
6. Conclusion...................................................................................................................................7
References........................................................................................................................................8

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1. Introduction
The new startups in the foreign markets require specific planning process for maintaining
the triple bottom line approach of sustainability. The different developments that are undertaken
by the organizations has helped in upholding the performanceof the processes in accordance to
the growing needs of the customers (Dempwolf, Auer & D’Ippolito, 2014). In this relation, the
discussion will focus on identifying the business plan for a new startup in Canada. The business
plan will include planning on the place and the competitive advantage that will be gained by the
concerned organization while upholding the performanceof the processes. On the other hand, the
discussion will also focus on identifying the initiation costs that might be undertaken by the
entrepreneur while developing the new venture. Therefore, the plan will provide with a
comprehensive view of the operation that might be undertaken by the entrepreneur while starting
a new business in Canada.
2. Aim of the new venture
The aim of undertaking the grocery venture is to adhere to the needs of the Indian
customers in Canada.
3. Plan
3.1 Marketing plan
The marketing plan of an organization helps in identifying the market capabilities and the
competition that might be faced by the concerned organization while establishing a start up. The
marketing plan for the concerned startup will aim at assessing the market demand and the

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manner in which the competitive advantage might be gained through the suitable positioning of
the products.
3.1.1 Market assessment
The assessment of the needs of the Indian customers would supportthe concerned
entrepreneur in developing the venture. Paschen (2017) stated that the assessment of the needs
of the customers helps an organization in upholding the performanceof the processes to gain
sustenance. The assessment of the market structure and the demand faced by the enterprise
would supportthe concerned entrepreneur in upholding the performanceof the positioning.
3.1.1.1 Target market of the organization
The target market of the concerned organization will be the NRIs who are facing
difficulties to locate grocery stores, which deliver goods in accordance to the needs of the same.
The primary target market of the concerned organization will be between 25- 50 years of age
who are married and employed (Olugbola, 2017). On the other hand, the secondary target group
of the organization are Indians between the age 18-75 years. The diverse target market, on the
basis of age group and demographics would supportthe concerned organization in offering
products in accordance to the needs of the Indian customers.
3.1.2 Place
The startup will be established through the development of convenience stores in
different locations where the population of the Indians customers is more. The primary
customers of the concerned organization are the NRIs (Non-resident Indian) and thereby the
concerned entrepreneur might take steps to situate the convenience stores where they will gain
maximum exposure to the Indian customers. The convenience stores would supportthe concerned

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organization in attracting the attention of the Indian customers. On the other hand, the
positioning of the products in accordance to the needs of the target audience will support the
smooth functioning of the venture while operating in diverse markets. The location of the
convenience stores will act as a competitive advantage being at the close vicinity of the Indian
customers (Moroni, Arruda & Araujo, 2015). The wider availability of the products in the
stores at convenient locations would supportthe concerned entrepreneur in maximizing the rate
of sales.
3.1.3 Pricing methods
The concerned organization will be utilizing the skimming pricing strategy in order to
attract the interests of the Indian customers who are facing issues in finding their required
groceries in the Canadian markets. The skimming pricing strategy will help the organization in
enhancing the rate of profitability in the Canadian markets, as the Indian customers have no other
alternatives other than buying products from the entrepreneur. It would supportthe concerned
organization in upholding the performanceof the processes in accordance to the costs for setting
up the new venture.
3.1.4 Promotional methods
The concerned organization will be undertaking a combination of both traditional and
social media promotional methods in order to attract the attention of most of its target customers.
The concerned organization will design pamphlets and newspaper advertisements for making the
target customers aware of the location of the shops and the product offerings. On the other hand,
the concerned organization will also make use of social media platforms like Facebook and
Instagram for making the concerned audience aware of the propositions. Barakat, Boddington

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and Vyakarnam (2014) stated that the wider range of promotional methods helps an
organization in maximizing the reach of the target audience. Therefore, in this context, the
concerned organization has taken steps to develop suitable promotional tools in order to attract
the attention of most of the Indian customers, which will support the sustainability of the
business.
3.2 Operational plan
3.2.1 Management and employees
The management body of the organization will be comprised of a single store manager
who will take care of the billing activities and inventory management. The manager will be held
responsible for the transactions in the stores and thereby maintain the efficiency of the processes
while adhering to the needs of the target audience. On the other hand, the employees in the
convenience stores will be people who will assist the customers in locating the required
commodities and guiding them to the counters. The efficient and collaborative functioning of the
employees and the manager would supportin facilitating the smooth functioning of the systems
in the stores.
4. Competitive advantage
The competitive advantage of the organization will be based on the lack of India based
convenience stores, which would supportthe concerned organization in attracting the attention of
the niche market (Afful-Dadzie & Afful-Dadzie, 2016). On the other hand, the convenient
location of the stores would supportthe concerned organization in upholding the performanceof
the processes in proposing products to the Indian customers in accordance to the needs of the
same.

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5. Investment portfolio
The startup will be requiring CA$ 57000 for the different processes relating to buying a
new convenience store, stocks, employee remunerations and promotions. The assessment of the
financial projections would supportthe concerned organization in upholding the efficiency of the
processes.
6. Conclusion
Therefore, from the above analysis it might be stated that a consolidated business plan
will help in facilitating the systematic processes while assessing the needs of the customers. On
the other hand, the market assessment and positioning of the products in the market is again a
significant step that might be undertaken by the entrepreneur for upholding the performanceof
the processes. Financial projections and investments has helped in upholding the performanceof
the processes in accordance to the needs of the business.

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References
Afful-Dadzie, E., & Afful-Dadzie, A. (2016). A decision making model for selecting start-up
businesses in a government venture capital scheme. Management Decision, 54(3), 714-
734.
Barakat, S., Boddington, M., & Vyakarnam, S. (2014). Measuring entrepreneurial self-efficacy
to understand the impact of creative activities for learning innovation. The International
Journal of Management Education, 12(3), 456-468.
Dempwolf, C. S., Auer, J., & D’Ippolito, M. (2014). Innovation accelerators: Defining
characteristics among startup assistance organizations. Published online at www. sba.
gov/advocacy: Small Business Administration.
Moroni, I., Arruda, A., & Araujo, K. (2015). The design and technological innovation: how to
understand the growth of startups companies in competitive business
environment. Procedia Manufacturing, 3, 2199-2204.
Olugbola, S. A. (2017). Exploring entrepreneurial readiness of youth and startup success
components: Entrepreneurship training as a moderator. Journal of Innovation &
Knowledge, 2(3), 155-171.
Paschen, J. (2017). Choose wisely: Crowdfunding through the stages of the startup life
cycle. Business Horizons, 60(2), 179-188.

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