Fair Trade Business Plan
Contents
1 Executive Summary
2 Company Vision
3 Product/Service Description
3.1 Products
3.2 Services
4 Industry Analysis
4.1 Industry Overview
4.2 Company Niche
5 Competition Analysis
5.1 Direct Competition
5.2 Indirect Competition
5.3 SWOT Analysis
6 Marketing Plan
6.1 Target Market Demographic
6.2 Pricing Strategy
6.3 Advertising
6.4 Public Relations and Promotion
6.5 Market Research
7 Operations Plan
7.1 Location
7.2 Equipment
7.3 Purchasing Policies & Quality Control
7.4 Staffing and Training
8 Conclusion
1 Executive Summary
This business plan proposes
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• Honey, marmalade, preserves, chocolate spread, jam and chutney.
• Nuts & snacks, including flapjacks, muesli, chocolate biscuits & shortbread, seasonal cakes i.e. Christmas, and cereal bars.
• Brown and white organic Basmati rice, and Quinoa, a type of grain.
• Wines & spirits – including red wine, white wine, white rum, chocolate liqueur, coffee liqueur.
• Premium hamper baskets, in various sizes using products from the shop’s range.
Non-food items will include:
• Sports balls, including footballs, rugby and basketballs.
• Fair Trade paper and paper based products.
• A small range of male and female fashion t-shirts made from certified Fair Trade cotton, from the labels Epona and Conkers. A cotton shopping bag will be a key sale item, encouraged as a replacement for plastic bags.
• Books on Fair Trade and related issues.
3.2 Services
To support the wide range of products on sale, a key selling point will be the personal advice and information that can be given on the products, exactly where in the world they have come from and who produced them. This gives the customers confidence to buy into the Fair Trade ideals and encourage repeat purchase in this shop above others. Information leaflets on the products and the various Fair Trade organisations, along with guidance on where to go for further information, will back this up. The Internet website will inform customers in the same way and provide links to the best Fair Trade information
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“At 6 a.m., 10-year-old Emmanuel wakes and readies himself for a day of labor in the cocoa fields. Along the way, he watches as other kids walk in the opposite direction - toward school. He reaches the fields at sunrise and uses his machete to slice ripe cocoa pods from the tree. Later, he carries the cocoa pods he’s harvested from the field, hacks them open and gathers the pods, which will later be used to make chocolate” (Huffington Post). In Africa, many children are denied the basic human right to learn like Emmanuel, as they toil endlessly on the gruesome cocoa plantations in Ghana and the Ivory Coast. The endless suffering of children in Africa is subject to consumers who crave the sweet treat that comes in many shape and sizes; Chocolate.
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fresh raw nuts and seeds, and some very limited quantities of tart, wild fruit, as was
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