Veg on Door: Comprehensive Business Plan for E-Commerce Startup

The business plan details the strategy for Veg on Door, an e-commerce grocery store specializing in organic food products. The plan includes an executive summary, outlining the business details, product offerings (organic vegetables, fruits, pulses, cereals, and dairy), and the target market in Australia. It covers market research, SWOT analysis, competitor analysis, and marketing strategies. The plan also outlines the company's vision, mission, goals, and action plan. The financial section includes start-up costs, balance sheet forecasts, profit and loss forecasts, cash flow projections, and break-even analysis. The operations section covers production processes, suppliers, equipment, technology, trading hours, communication channels, payment methods, and credit policies. Risk management, legal considerations, and sustainability plans are also integrated. The plan emphasizes the growing demand for organic products and the company's unique selling proposition of offering quality products at competitive prices.

INSERT YOUR BUSINESS LOGO, (here)
[Your Name]
[Your Title]
[Business Name]
[Main Business Address]
ABN: [ABN]
ACN: [ACN]
[Business Name]
‘Business Plan’
E-Commerce Business
Prepared: [Date prepared]

Contents
A – The Executive Summary
Business Plan template..................................................................................1
Using this template........................................................................................2
Business Plan Summary.................................................................................4
The Business.................................................................................................4
The Market....................................................................................................4
The Future..................................................................................................... 4
The Finances................................................................................................. 5
The Business.................................................................................................5
Business details............................................................................................. 5
Registration details........................................................................................5
Business premises.........................................................................................5
Organisation chart.........................................................................................5
Management & ownership..............................................................................6
Key personnel................................................................................................6
Products/services...........................................................................................8
Innovation..................................................................................................... 8
Insurance...................................................................................................... 8
Risk management..........................................................................................9
Legal considerations......................................................................................9
Operations.....................................................................................................9
Sustainability plan.......................................................................................11
B -Marketing
The Market.................................................................................................. 12
Market research...........................................................................................12
Market targets............................................................................................. 12
Environmental/industry analysis...................................................................12
Your customers............................................................................................12
S.W.O.T. analysis.........................................................................................13
Your competitors.........................................................................................14
Advertising & sales......................................................................................15
The Future................................................................................................... 17
Vision statement..........................................................................................17
Mission statement........................................................................................17
Goals/objectives...........................................................................................17
Action plan.................................................................................................. 17
C - Finances
The Finances................................................................................................ 18
Key objectives & financial review..................................................................18
Assumptions................................................................................................ 18
Start-up costs for [YEAR]..............................................................................19
Balance sheet forecast.................................................................................20
Profit and loss forecast.................................................................................21
Expected cash flow.......................................................................................22
Break-even analysis.....................................................................................23

Supporting documentation...........................................................................24
Business Plan Summary
[Please complete written summary once you are certain on your business plan,
focus and reasons to go into this business)
[Your business summary should be no longer than a page and should focus on why your
business is going to be successful. Your answers below should briefly summarise your
more detailed answers provided throughout the body of this plan.]
BusinessExecutive Summary
Business details
Products/services:There are variety of organic food producst which will be provided.
The products include vegetables, fruits, pulses, cereals, dairy products, etc. These all
products will be chemical free and fresh. There is huge demand of grocery and organic
food products in Australian market. It is because of covid 19. Now, people taste and
needs are changed. They are focusing on healthy and organic food. Thus, there is huge
demand of organic products in market.
Registration details
Business name:Veg on Door
Trading name(s):Veg on Door
Date registered:1/6/2021
Location(s) registered:Sydney, Australia
Business structure:Sole trader
ABN:53 005 048 654
GST: Yes, 15 57 78
Domain names:www.vegondoor.com
Licences & permits: [List all the licences or permits you have registered]

Business premises
Business location:Here, the business is an online e commerce grocery store and will
operate majorly in Sydney. The office of business will be also located in Sydney. The
office space will be small. The size of office is 10*20 square feet. The main landmark in
area will be Harbour bridge.
Buy/lease:Here, Veg on Door is looking to lease some other office space in other city
areas as well such as Melbourne, perth, Brisbane, etc. thus, the reqirement of office
space is 25*35 square feet. Along with that, the other facilities required are parking
space, open area or garden, conference room, hall, etc. These are the requirements
needed in it.
Organisation chart
Figure 1: Example Organisation Chart.
Management & ownership
Names of owners:John Smith
Details of management & ownership: The business will be run as CEO on behalf of
owner. The involvement will be to make plans and strategies on how to run business.
Also, to form policies which is applied in running of business operations. Along with it, the
CEO involvement will be to develop plan for business growth. However, there will be
partnership of 51% - 49% in business. There is a partnership agreement in place if any
other partner wants to join.
Experience:The owner is having experience of 3 years. He has run and onwed business
for 3 years. The previous business managerd was hardware shop. In that owner has
achieved reward of quick expansion of business in various cities of Australia. Also, the

owner is having other experience of CEO, CFO, etc. as working in business. The owner has
also worked as volunteer in NGO.
Key personnel
Current staff
Job Title Name Expected staff
turnover
Skills or strengths
General manger Mr Smith
Williams
[12-18 months] Strong aptitude for data analytics
and strategic mindset.
Channel lead Mr Taylor
Lee
[12-18 months] Writing skills are excellent and
testing the collected data is great.
Digital marketer Mr Harris
Walker
[12-18 months] Have SEO and SEM skills along with
the email marketing skills
Accountant Mr Martin
King
[12-18 months] Make strategic decisions and is
expertise in the information
technology.
Required staff
Job Title Quantity Expected
staff
turnover
Skills necessary Date required
Business
strategist
[1] [2-3 years] Analysis of the data and
identify the opportunities
and threats that affect
the company.
year
Supply
chain
specialist
[2] [2-3 years] Business, planning and
analytical skills.
year
Customer
service
[4] [2-3 years] Empathy and emotional
intelligence.
Teamwork and product
knowledgeability needed.
year
Software
engineer
[5] [5 years] Artificial intelligence and
Data analytics
year
Recruitment options
The required staff can be searched online by posting the required skills and job
position.
Training programs
The skills that are not found by the online job vacancies will be developed by the
required training programs. The trainings will be provided by the internal employees and
some of the training will be provide by the external professionals. The manager can join

the training for the Web Digital Entrepreneur Bundle for getting a series of lessons on the
digital marketing.
Skill retention strategies
The procedural documentation will be different for different staff for example,
software development the project documentation can be: define the project, set coding
standards, formulate testing standards, document test results and outline design patterns
and style guides (Campos and et.al, 2017). For computer system management the
documentation procedural will be: testing documentation, Source code documentation,
API documentation, Software architecture documentation and solution instructions for
advanced users. The staffs are allocated with the responsibilities by online platforms and
the communication is also done online. The staffs are provided with the continuous
professional development program for developing the skills.
Products/services
Product/Service Description Price
Organic health care
products
Rich in antioxidants that is good for heart
and the overall health.
$8.10 to $26.99
AUD
Organic food More than 2500 organic foods options $14.39 to $40.50
AUD
Organic beauty
products
All the products are made of natural
ingredients and are chemical free.
$1.30 to $117.30
AUD
Market position: The product fits in the market very effectively as the demands for the
organic products are high in the market. The products are very budget friendly as
compared to the competitors in the market. The products are provided with the quality
along with the low price this increases the demand of the products.
Unique selling position: The products are introduced in the market only after trying the
samples of the products at first so the demand and the likability of the product are
known. This will let the company know about the profitability of the product before
making the product fully available (Alamaniotis, Bourbakis and Tsoukalas, 2019).
Anticipated demand: :The customers are taking the products in bulk due to the covid
crisis and they can collect the products for the longer periods where lockdowns are
stricter. So the demand of certain specific items will be more.
Pricing strategy: Price skimming strategy is used by the company as the lockdown has
reduced the budget for many customers and this will allow attracting more customers.
Value to customerThe products of the company are the necessity of all the customers
for daily purposes. The products are basic and that is needed by everyone.
Growth potential: The grocery items are all organic and the trend of organic food is not
going away anytime soon as the crisis has made the people health conscious more than
ever. The demand will grow with the time as many people shit towards living and eating
healthy.
Innovation
Research & development (R&D)/innovation activities

The company will implement activities for making the food and beverages
healthier, nutritious that are exciting, unique and sustainable (Ortiz-Villajos and Sotoca,
2018). The business strategist will data analyse the requirements and the needed
expenses are used from the finance department.
Intellectual property strategy
The company has registered for the ACO trade mark that is the certification for the
product being truly organic. This will also save the innovative progress the company
make. The company do not own any confidential agreements in place.
Insurance
Workers compensation: The employees are provided with the standard time of hours
for the off work when the employees are injured of ill.
Public liability insurance: The company do not provide public liability insurance.
Professional indemnity: The company provide the quick documentation as well as
comprehensive coverage for all the legal expenses relating to the legal problems.
Product liability: There is insurance for the customers who fall ill having the grocery
products, the customer will be provided with the compensation money (Lee and et.al,
2017).
Business assets: There company have kept the shares as insured assets.
Business revenue: The company use social media accounts on different platforms foe
selling the products for the cases where the company is incapable of making revenue
after and damage or disaster.
Risk management
Risk Likelihood Impact Strategy
Market opportunity of the
business can be changed
with time.
Unlikely high The company can keep
track of the changing
trends of the population
and the competitors in the
market.
Not working according to
the needs o0f the
customer can decease the
sales
unlikely medium The company need to
understand the needs and
demands of the customers
by taking feedbacks
frequently.
Stoppage of the growth of
the business
unlikely high The company need to
develop new and
innovative ways to attract
the customers by keeping
the demands high.

Legal considerations
The online business has to follow certain obligations, GDPR, intellectual property
(trademarks), shipping, permits and licenses will impact the online business (Darwish and
Abdeldayem, 2019).
Operations
Production process
The manufacturing of the organic products start form the farm where the raw
materials are grown without the use of the any pesticides after that the processing of the
raw materials into the desired products are kept in the quality check for maintaining the
standard quality for the products. The supply chain manager is involved in the process of
providing the service to the customers.
Suppliers
The main supplier for the organic products is the small farmers who supply the
raw materials for the making of the products (Al Shobaki and Abu-Naser, 2017). The
relationship is maintained with them by giving them their fair share of revenue for the
material they provide.
Plant & equipment
[List your current plant and equipment purchases. These can include vehicles, computer
equipment, phones and fax machines.]
Equipment Purchase date Purchase
price
Running
cost
freezers [eg.
20/03/2010]
$35oo $500 per
month
computers [eg.
20/03/2010]
$45oo $1000 per
month
Delivery vans [eg.
20/03/2010]
$5500 $500 per
month
phones [eg.
20/03/2010]
$1000 $100 per
month
Inventory
Equipment Purchase date Purchase
price
Running
cost
freezers [eg.
20/03/2010]
$35oo $500 per
month
computers [eg.
20/03/2010]
$45oo $1000 per
month

Equipment Purchase date Purchase
price
Running
cost
Delivery vans [eg.
20/03/2010]
$5500 $500 per
month
phones [eg.
20/03/2010]
$1000 $100 per
month
Technology (Software): The technology used are: payment gateway for the payments,
inventory product management tools, voucher for the discounts, courier tracking device,
social integration tools for the communication with the customers and order management
tools for maintaining the orders of the customers on time.
Trading hours: The trading hours of the company are from the morning 10 am to 7pm
and the peak trading is done from the 2pm to 5pm. Winter season is considered to be the
profitable season of all as most of the products are sold at this time and the company
change the strategies according to the needs of the customers by short term goals.
Communication channels: The customers are provided with the websites, social media
platforms and telephone numbers to contact with the company (Wang, 2021).
Payment types accepted: The company accept payment by cash, credit, online
payments and gift cards.
Credit policy: The company provide the customers with fifteen days return policy and
for the food products they are not able to return it is only returnable if the product is in
inappropriate condition.
Warranties & refunds: The warranty is provided on the products that have longer shelf
lives up to two to three years and the business refund the total amount for the product.
Quality control:The company is provided with the ingredients that are specified, the
supplier list is approved, recipe of the product is in documentation, the product standard
document are made of the final products, the in-process records are kept, the quality
control includes the packaging and the labelling, the warehouses are kept sanitised and
the products are laboratory analysed.
Memberships & affiliations:The company make its own products from the start.
Sustainability plan
Environmental/resource impacts
The packaging of the products can cause harm to the environment as the
packaging is of plastic.
Community impact & engagement
The company can reduce the impact of the plastic by cutting the use of the plastic
and using the packing used of the paper, the company can encourage the customers to
use eco-friendly bags and minimise the waste (Barbosa, Castañeda-Ayarza and Ferreira,
2020).
Risks/constraints

The company have to look for the alternative of plastic and that can add to the expenses
for the company.
Strategies
The company can start a research program for finding or creating alternative for
the use of plastic.
Action plan
Sustainability milestone Target Target date
Reduce the use of plastic in packaging 60% reduction year
The Market/Marketing
Insert your business logo here, once your design is final, after your marketing
presentation.
Market research
The analysis of the market was done by using the questionnaire. The questions
were used to uncover the psychographic segmentation details of the customers to help in
understanding the attitudes, needs and interests of the customer.
Some of the questions asked were:
 What is the biggest challenge the customer face in online shopping for the grocery?
 How the customers like to make their purchase?
 What’s the customer’s age, gender and education level?
 What is their profession?
Market targets
The online market sales of the company has potential of more growth the revenue
collected annually will be around 75% in five years and make the total of 60 billion
(Tulung and Ramdani, 2018). The company will increase the revenue by introducing other
grocery items to the online service that are required by the customers.
Environmental/industry analysis
The population of Australia is increasing and the online grocery market can be expanded
there. The population has increased to one third in the year and still increasing
significantly. The population has reached to 24.7 million people at the current time. The

employment in Australia is decreased to 13.040,400. The employment ratio also
decreased to 62.3% along with the decrease in the underemployment rate to 7.8%. The
economy growth of Australia is average from the year 1992 to 2017 and growth is only
3.3%. As compared to other developed economies it is average. But it has shown
exceptional performance in the year 2019-2020 even going through the challenges like
the covid-19 pandemic. There are seasonal variations in the shopping style of the
customers and the company has planned short-term planning for promotion of the
products and online store replenishment. By doing so the company can be easily meet
the needs of the customer.
The market size of the online organic grocery shopping is $2bn. The market
analysis shows that 34% of the customers prefer to shop grocery online and pick it up
from the store.58% of the millennial customers prefer to shop online and pick from the
stores. The customers have increased the e commerce shopping due the covid pandemic.
Customers have changed their shopping style and are looking for the brands that are
locally owned (Aithal, 2017). The companies are providing with the services like same day
services where the customers can order something online and will get the delivery on the
same day, the customers like the fact that the items are fresh and healthy as they are
delivered on the same day.
Veg to Door is able to fit in the given trends easily as the due to pandemic the
customers are becoming more dependent on the online shopping and they have to eat
healthy to stay safe. The online shopping of the company is also going with the trend that
will help it grow.
The market will be provided with the organic options by the Veg on Door that will
provide with the option of home delivery or the store pickup. The company can also start
the same day delivery services for the customers that will create a change in the market
and for the customers as they are being safe and healthy at the same time while
shopping with the company.
Your customers
Customer demographics
Periphery customers make the 14% organic customers that do not show any
behavioural changes and had started to lean towards the organic food. 65% are the mid-
level customers who are changing their behaviour and habits for buying the organic
products (Jham, 2018). 21% are the core customers that are invested in the organic
grocery and show their investment by behaviour and attitude.
Key customers
The key customers are the mid-level customers and the core customers. The
products of the company are easily able to engage the interest of the customers as they
are leaned towards the organic food and they talk and purchase the products that are
matching their interest.
Customer management
The company can maintain a good relation with the customers by getting
feedbacks from the customers about what they like the most and what more options they
like to have in the organic grocery list. By proving the customers with what they like
makes them to come back and buy more products (Arsenyev, Razumovskaya and
Razumovskaya, 2017). The customers understand when they are given attention by the
company and if the company is working to meet them with their demands they will stay.

[Business Name] Business Plan [YEAR]
S.W.O.T. analysis
[List each of your businesses strengths, weaknesses, opportunities or threats in the table below and then outline how you plan to address
each of the weaknesses/threats.]
Strengths Weaknesses
[e.g High traffic location] [e.g High rental costs]
Opportunities Threats
[e.g build on customer and brand loyalty] [e.g Cash flow problems]
Page 12