Table of Content [hide]

1. Industry Overview

2. Executive Summary

3. Our Products and Services

4. Our Mission and Vision Statement

5. Job Roles and Responsibilities

6. SWOT Analysis

7. MARKET ANALYSIS

8. Our Target Market

9. SALES AND MARKETING STRATEGY

10. Sales Forecast

11. Publicity and Advertising Strategy

12. Our Pricing Strategy

13. Startup Expenditure (Budget)

14. Sustainability and Expansion Strategy

1. Industry Overview

Fruit and vegetable store is a subset of the overall grocery store cum retail industry and fruits and
vegetable retail stores are outlets that primarily retail fruits and vegetables.

If you are a close observer of the fruits and vegetables retail line of business, you will agree that the
industry is anticipated to increase due to increasing consumer health consciousness, which has led to
increasing demand for fresh produce. While per capita fruit and vegetable consumption has remained
stable in recent time, the price of vegetables has increased as consumers demand premium, fresh
vegetables.

The supermarket and grocery store industry that fruit and vegetable retail store is a part of is a major
sector of the economy of the united states which generates over 2 billion annually from more than
42,539 outlets scattered all around the United States of America. The industry is responsible for the
employment of over 2,624,650 people. Experts project the Supermarket and grocery industry to grow at
a 1.4 percent annual rate.

It is a fact that an estimated two-thirds of the United States’ gross domestic product (GDP) comes from
retail consumption of which the supermarket and grocery stores industry contributes greatly. This is why
the United States of America’s economy is measured with the yardstick of how well the retailing
business is fairing in the U.S.

In essence, when there is an unstable economy, purchasing power drops and it impacts the retailing
industry negatively which may result in the closure of some grocery stores.

The retail landscape has seen tremendous changes in the last 20 years; it has grown from the usual mom
and pop outlets to a more organized and far reaching venture. The introduction of franchise and online
stores make it easier for a retailer to reach out to a larger market far beyond the areas where his
physical store is located.

It is interesting to note that more grocery shops (fruit and vegetable retail stores inclusive) especially
lager retail outlets have started to include self-serve checkout lanes in their stores. It creates shorter
lines that appeal to consumers; the average customer would not want to stay longer on a queue.
Over and above, starting a fruit and vegetable retail store business in the United States is a profitable
business and it is open for any aspiring entrepreneur to come in and establish his or her business; you
can choose to start on a small scale in a street corner like the average mom and pop business or you can
choose to start on a large scale with several outlets in key cities all across the United States of America.

2. Executive Summary

Dorothy Nightingale® Fruit & Vegetable Retail Store, Inc. is a registered Grocery Store business that will
be located in downtown Atlanta – Georgia. Our retail outlet is a standard facility in one of the most ideal
locations for a fruit and vegetable retail store. We will retail a wide range of fresh fruits and vegetables
to a wide range of customers.

We are aware that there are several supermarket/grocery store outlets all around Atlanta – Georgia that
also retail fruits and vegetables, which is why we spent time and resources to conduct our feasibility
studies and market survey so as to offer much more than our competitors will be offering. We have self
– service and delivery options for our customers and our outlet is secured with the various payment of
options.

We know that our customers are the reason why we are in business which is why we will go the extra
mile to get them satisfied when they visit our store.

Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. will ensure that all our customers are given
first class treatment whenever they visit our grocery store. We have a CRM software that will enable us
manage a one on one relationship with our customers no matter how large they are. We will ensure that
we get our customers involved in the selection of the fruits and vegetables that will be on our racks.

We are aware of the trend in the retail industry and we are not only going to operate a system where
our customers would have to come to our store to make purchase but we will also operate an online
store and our customers can order our produce online and they will get it delivered to their houses or
any location they want us to deliver the goods within Atlanta – Georgia.

Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. is a family business that is owned by Mrs.
Dorothy Nightingale and her immediate family members. Dorothy Nightingale has a B.Sc. in Business
Administration from the University of Georgia, with over 5 years’ experience in the retailing industry,
working for some of the leading brands in the United States of America. Although the business is
launching out with just one outlet in Atlanta – Georgia, but there are plans to open other outlets all
around Georgia.

3. Our Products and Services

Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. is in the industry to establish a fresh fruits and
vegetables one stop retail store and we will ensure we go all the way to make available a wide range of
fresh fruits and vegetables in the United States.

Our product offerings are listed below;

Fresh vegetables such as; cucumbers, shallots, tomatoes, lettuce, chilies, capsicum, red salad onions and
snow peas, Chinese cabbage, lettuce, basil, roses, tomatoes, okra, cantaloupe and bell peppers,
watercress, basil, coriander, parsley, lemongrass, sage, beans, peas, kohlrabi, taro, radishes,
strawberries, melons, onions, turnips, parsnips, mushroom, carrot, melon, sweet potato, cauliflower,
cabbage, broccoli, and eggplant as well as the choys that are used for stir fries

Fresh fruits such as; Banana, Pineapple, Papaya, Strawberry, Blueberry, Raspberry, Plum, Mango, Apple,
Cucumber, Dragon Fruits, Oranges, Grapes, Limes, Avocado and a host of other fruits

4. Our Mission and Vision Statement

Our vision is to make available a wide range of fresh fruits and vegetables to a wide range of customers
in the locations where we have fruits and vegetable retail stores.

Our mission is to build a fresh fruit and vegetable retail business that will become the leader in our line
of business; we want to set up a one stop fruit and vegetable retail store and also in the nearest future
run a standard fruit and vegetable farm.

Our Business Structure

Dorothy Nightingale® Fruit & Vegetable Retail Store, Inc. intends to build a standard business from the
onset hence the need to follow due process when it comes to setting up a structure for the business. We
will ensure that we put the right structure in place that will support the kind of growth that we have in
mind.

We will ensure that we hire people that are qualified, honest, customer centric and are ready to work to
help us build a prosperous business that will benefit all our stake holders. As a matter of fact, profit-
sharing arrangement will be made available to all our senior management staff and it will be based on
their performance for a period of 8 years or more.

In view of that, we have decided to hire qualified and competent hands to occupy the following
positions;

Chief Executive Officer (Owner)

Store Manager

Human Resources and Admin Manager

Merchandize Manager

Sales and Marketing Manager

Information Technologist

Accountant/Cashiers

Customer Service Executive

Cleaners

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:

Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling,

and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities;
planning, monitoring, and appraising job results; developing incentives; developing a climate for offering
information and opinions.

Creates, communicates and implements the organization’s vision, mission, and overall direction – i.e.
leading the development and implementation of the overall organization’s strategy.
Responsible for fixing prices and signing business deals

Responsible for providing direction for the business

Responsible for signing checks and documents on behalf of the company

Evaluates the success of the organization

Admin and HR Manager

Responsible for overseeing the smooth running of HR and administrative tasks for the organization

Maintains office supplies by checking stocks

Ensures operation of equipment by completing preventive maintenance; calling for repairs

Enhances department and organization reputation by accepting ownership for accomplishing new and
different requests; exploring opportunities to add value to job accomplishments.

Defines job positions for recruitment and managing interviewing process

Carries out induction of new team members

Responsible for training, evaluation and assessment of employees

Responsible for arranging travel, meetings and appointments

Store Manager:

Responsible for managing the daily activities in the store

Ensures that proper records of goods are kept and our racks and warehouse does not run out of
products

Ensure that the store facility is in tip top shape and goods are properly arranged and easy to locate

Controls goods distribution and supply inventory

Supervises the workforce in the grocery sales floor.

Merchandize Manager

Manages vendor relations, farm visits, market visits, and the ongoing education and development of the
organizations’ buying teams
Responsible for the purchase of fresh fruits and vegetables for the organization

Responsible for planning sales, monitoring inventory, selecting the merchandise, and writing and pricing
orders to vendors

Sales and Marketing Manager

Identifies, prioritizes, and reaches out to new partners, and business opportunities

Identifies development opportunities; follows up on development leads and contacts

Responsible for supervising implementation, advocate for the customer’s needs, and communicate with
clients

Develops, executes and evaluates new plans for increasing sales

Represents the company in strategic meetings

Helps to increase sales and growth for the company

Information Technologist

Manages the organization website

Handles ecommerce aspect of the business

Responsible for installing and maintenance of computer software and hardware for the organization

Manage logistics and supply chain software, Web servers, e-commerce software and POS (point of sale)
systems

Manage the organization’s CCTV

Handles any other technological and IT related duties.

Accountant/Cashier:

Responsible for preparing financial reports, budgets, and financial statements for the organization

Provides managements with financial analyses, development budgets, and accounting reports

Responsible for financial forecasting and risks analysis

Performs cash management, general ledger accounting, and financial reporting

Responsible for developing and managing financial systems and policies

Responsible for administering payrolls

Ensures compliance with taxation legislation

Handles all financial transactions for the organization

Serves as internal auditor for the organization

Client Service Executive

Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a
personalized customer service experience of the highest level

Through interaction with customers on the phone, uses every opportunity to build client’s interest in the
company’s products and services

Manages administrative duties assigned by the human resources and admin manager in an effective and
timely manner

Consistently stays abreast of any new information on the organizations’ products, promotional
campaigns etc. to ensure accurate and helpful information is supplied to customers when they make
enquiries

Cleaners:

Responsible for cleaning the store facility at all times

Ensures that toiletries and supplies don’t run out of stock

Handles any other duty as assigned by the store manager.

6. SWOT Analysis

We decided to open just one store outlet in Atlanta – Georgia in order to test run the business for a
period of 3 to 6 years to know if we will invest more money, expand the business and then open other
outlets in Georgia.

We are quite aware that there are a several fruits and vegetable retail stores and of course several
supermarket and grocery stores all over Atlanta – Georgia and even in the same location where we
intend locating ours who also engage in the retailing of fresh fruits and vegetables, which is why we are
following the due process of establishing a new business.

We know that if a proper SWOT analysis is conducted for our business, we will be able to position our
business to maximize our strength, leverage on the opportunities that will be available to us, mitigate
our risks and be equipped to confront our threats.

Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. employed the services of an expert HR and
Business Analyst with bias in retailing to help us conduct a thorough SWOT analysis and to help us create
a Business model that will help us achieve our business goals and objectives.

This is the summary of the SWOT analysis that was conducted for Dorothy Nightingale® Fruits &
Vegetable Retail Store, Inc.;

Strength:

Part of what is going to count as a positive for us is the fact that we are centrally located. The business
model we will be operating on, varieties of payment options, wide range of fresh fruits and vegetables
and our excellent customer service culture will definitely count as a strong strength for Dorothy
Nightingale® Fruits & Vegetable Retail Store, Inc.

Weakness:

From our findings, one major weakness that may count against us is the fact that we are a new fruits
and vegetables store and we don’t have the financial capacity to compete with multi – million dollar
supermarket and grocery store outlets that also retail fresh fruits and vegetables.

Opportunities:

The fact that we are going to be operating our fruits and vegetable retail store in one of the most
populated cities in Georgia provides us with unlimited opportunities to sell our fresh fruits and
vegetables to a large number of people especially vegetarians.
We have been able to conduct thorough feasibility studies and market survey and we know what our
potential clients will be looking for when they visit our store; we are well positioned to take on the
opportunities that will come our way.

Threat:

We are aware that one of the major threats that we are likely going to face is economic downturn.
Another threat that may likely confront us is the arrival of a new fruit and vegetable store, supermarket,
grocery store or retail outlet who would want to engage in the sale of fruits and vegetables in same
location where ours is located.

7. MARKET ANALYSIS

Market Trends

It is important to state that any trend that is applicable to business in the supermarket and grocery store
industry is applicable to fruit and vegetable retail stores. Supermarket and grocery store business has
been in existence for as long as human started trading goods, but one thing is certain, the supermarket
and grocery store industry that fruits and vegetables retail store business is a part of is still evolving.

The introduction of technology and subsequently online retail store has indeed helped in reshaping the
industry. It is now a common phenomenon for supermarkets and grocery outlets to leverage on
technology to effectively predict consumer demand patterns and to strategically position their shops to
meet their needs.

If you are a close observer of the trends in the vegetable and fruits retail line of business, you will agree
that the vegetable and fruits sale is anticipated to increase due to increasing consumer health
consciousness. While per capita fruit and vegetable consumption has remained stable over in recent
time, the price of vegetables has increased as consumers demand premium, fresh vegetables.

So also, the number of outlets retailing fruits and vegetables has been increasing. Small, local vegetable
and fruits retail outlets are benefiting from the organic, local movement, while large, commercial farms
are improving labor efficiency. Going forward, players in the vegetable and fruits line of business will
continue to increase revenue generation for their business.
8. Our Target Market

Those who are the end consumers of fresh vegetable and fruits is all encompassing; it is far – reaching.
Every household consumes fresh vegetables, so a fresh vegetable and fruit retail store should be able to
sell his or her produce to as many people as possible.

Our competitive advantage

A recent study conducted on the supermarket and grocery store industry reveals that the market has
become much more intensely competitive over the last decade. As a matter of fact, you have to be
highly creative, customer centric and proactive if you must survive in this industry. We are aware of the
stiff competition and we are prepared to compete favorably with other leading stores in and around
Atlanta – Georgia.

One thing is certain; we will ensure that we have a wide range of fresh fruits and vegetables available in
our store at all times. It will be difficult for customers to visit our store and not see the type of fruits or
vegetables that they are looking for. Our excellent customer service culture, online store, various
payment options and highly secured facility will serve as a competitive advantage for us.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within
our category in the industry meaning that they will be more than willing to build the business with us
and help deliver our set goals and achieve all our objectives.

9. SALES AND MARKETING STRATEGY

Sources of Income

Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. is in business to retail a wide range of fresh
fruits and vegetables to the residents of Atlanta – Georgia. We are in the industry to maximize profits
and we are going to go all the way out to ensure that we achieve or business goals and objectives.

Our source of income will be the retailing of;

Fresh vegetables such as cucumbers, shallots, tomatoes, lettuce, chilies, capsicum, red salad onions and
snow peas, Chinese cabbage, lettuce, basil, roses, tomatoes, okra, cantaloupe and bell peppers,
watercress, basil, coriander, parsley, lemongrass, sage, beans, peas, kohlrabi, taro, radishes,
strawberries, melons, onions, turnips, parsnips, mushroom, carrot, melon, sweet potato, cauliflower,
cabbage, broccoli, and eggplant as well as the choys that are used for stir fries

Fresh fruits such as; Banana, Pineapple, Papaya, Strawberry, Blueberry, Raspberry, Plum, Mango, Apple,
Cucumber, Dragon Fruits, Oranges, Grapes, Limes, Avocado and a host of other fruits

10. Sales Forecast

One thing is certain in this business, if your store is stocked with a wide range of fresh fruits and
vegetables and centrally positioned, you will always attract customers cum sales and that will sure
translate to increase in revenue generation for the business.

We are well positioned to take on the available market in Atlanta – Georgia and we are quite optimistic
that we will meet our set target of generating enough income from the first six months of operation and
grow the business and our clientele base.

We have been able to examine the supermarket and grocery industry, we have analyzed our chances in
the industry and we have been able to come up with the following sales forecast. The sales projections
are based on information gathered on the field and some assumptions that are peculiar to startups in
Atlanta – Georgia.

First Fiscal Year: $150,000

Second Fiscal Year: $350,000

Third Fiscal Year: $550,000

N.B: This projection was done based on what is obtainable in the industry and with the assumption that
there won’t be any major economic meltdown and there won’t be any major competitor offering same
products and customer care services as we do within same location. Please note that the above
projection might be lower and at the same time it might be higher.

Marketing Strategy and Sales Strategy

Before choosing a location for Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. we conducted a
thorough market survey and feasibility studies in order for us to be able to penetrate the available
market and become the preferred choice for residents of Atlanta – Georgia. We have detailed
information and data that we were able to utilize to structure our business to attract the number of
customers we want to attract per time.

We hired experts who have good understanding of the supermarket and grocery industry to help us
develop marketing strategies that will help us achieve our business goal of winning a larger percentage
of the available market in Atlanta – Georgia.

In summary, Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. will adopt the following sales and
marketing approach to win customers over;

Open our fresh fruits and vegetables store in a grand style with a party for all.

Introduce our fresh fruits and vegetable retail store by sending introductory letters alongside our
brochure to vegetarians, small scale smoothie and juice shops, households and key stake holders in and
around Atlanta – Georgia

Ensure that we have a wide range of fresh vegetables and fruits in our shelves at all times.

Print out fliers and business cards and strategically drop them in offices, libraries, public facilities and
train stations et al.

Use friends and family to spread word about our fruits and vegetable retail store

Place a small or classified advertisement in the newspaper, or local publication about our store

Make use of attractive hand bills to create awareness and also to give direction to our store

Position our signage/flexi banners at strategic places around Atlanta – Georgia

Position our greeters to welcome and direct potential customers

Create a loyalty plan that will enable us reward our regular customers

Engage in roadshows within our neighborhood to create awareness for our fruit and vegetable store.

11. Publicity and Advertising Strategy

Even though our store is well located, we will still go ahead to intensify publicity for the business.
Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. has a long term plan of opening outlets in
various locations all around Georgia which is why we will deliberately build our brand to be well
accepted in Atlanta before venturing out.
As a matter of fact, our publicity and advertising strategy is not solely for winning customers over but to
effectively communicate our brand. Here are the platforms we intend leveraging on to promote and
advertise Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc.

Place adverts on community based newspapers, radio and TV stations.

Encourage the use of word of mouth publicity from our loyal customers

Leverage on the internet and social media platforms like YouTube, Instagram, Facebook, Twitter,
LinkedIn, Snapchat, Google+ and other platforms to promote our store.

Ensure that our we position our banners and billboards in strategic positions all around Atlanta –
Georgia

Distribute our fliers and handbills in target areas in and around our neighborhood

Advertise our fresh fruits and vegetable store business in our official website and employ strategies that
will help us pull traffic to the site

Brand all our official cars and vans and ensure that all our staff members wear our branded shirt or cap
at regular intervals.

12. Our Pricing Strategy

Pricing is one of the key factors that gives leverage to supermarkets and grocery stores and a fruit and
vegetable store is not an exception, it is normal for consumers to go to places where they can get fresh
fruits and vegetables at cheaper prices which is why big players in the industry attract loads of
consumers.

We know we don’t have the capacity to compete with multi – million dollar grocery stores but we will
ensure that the prices of all the products that are available in our store are competitive with what is
obtainable amongst fresh vegetables and fruits retail stores within our level.

Payment Options

The payment policy adopted by Dorothy Nightingale® Fruits & Vegetable Retail Store, is all inclusive
because we are aware that different customers prefer different payment options as it suits them but at
the same time, we will ensure that we abide by the financial rules and regulation of the United States of
America.
Here are the payment options that Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. will make
available to her clients;

Payment with cash

Payment via credit cards/Point of Sale Machines (POS Machines)

Payment via online bank transfer

Payment via check

Payment via mobile money transfer

In view of the above, we have chosen banking platforms that will enable our clients make payment for
fresh fruits and vegetables purchased without any stress on their part. Our bank account numbers will
be made available on our website and promotional materials to clients who may want to deposit cash or
make online transfer for our produce.

13. Startup Expenditure (Budget)

From our market survey and feasibility studies, we have been able to come up with a detailed budget on
how to achieve a standard fruit and vegetable store and here are the key areas we will spend our
startup capital;

The total fee for registering the business in the United States of America – $750.

Legal expenses for obtaining licenses and permits as well as the accounting services (software, P.O.S
machines and other software) – $3,300.

Marketing promotion expenses for the grand opening of Dorothy Nightingale® Fruits & Vegetable Retail
Store in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total
amount of $3,580.

The cost for hiring business consultant – $2,500.

Insurance (general liability, workers’ compensation and property casualty) coverage at a total premium
– $2,400.

The cost for payment of rent for 12 months at $1.76 per square feet in the total amount of $75,300.
The cost for facility remodeling (construction of racks and shelves) – $10,000.

Other start-up expenses including stationery ($500) and phone and utility deposits ($2,500).

Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $60,000

The cost for start-up inventory (stocking with a wide range of fresh fruits and vegetables) – $150,000

The cost for store equipment (cash register, security, ventilation, signage) – $13,750

The cost of purchase and installation of CCTVs – $5,000

The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone, TVs, Sound System,
tables and chairs et al) – $4,000.

The cost of launching a website – $600

The cost for our opening party – $5,000

Miscellaneous – $5,000

We would need an estimate of $200,000 to successfully set up our fresh fruits and vegetable store in
Atlanta – Georgia.

Generating Startup Capital for Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc.

Dorothy Nightingale® Fruits & Vegetable Retail Store, Inc. is a family business that is owned and
financed by Dorothy Nightingale and her immediate family. They do not intend to welcome any external
business partners which is why she has decided to restrict the sourcing of the startup capital to 3 major
sources.

These are the areas we intend generating our startup capital;

Generate part of the startup capital from personal savings

Source for soft loans from family members and friends

Apply for loan from the bank

N.B: We have been able to generate about $50,000 (Personal savings $30,000 and soft loan from family
members $20,000) and we are at the final stages of obtaining a loan facility of $100,000 from our bank.
All the papers and documents have been signed and submitted, the loan has been approved and any
moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

It is an established fact that the future of a business lies in the number of loyal customers that they
have, the capacity and competence of the employees, their investment strategy and the business
structure. If all of these factors are missing from a business, then it won’t be too long before the
business closes shop.

One of our goals of starting this business is to build a business that will survive off its cash flow without
injecting finance from external sources once the business is officially running. We know that one of the
ways of gaining approval and winning customers over is to retail our fresh fruits and vegetables a little
bit cheaper than what is obtainable in the market and we are prepared to survive on lower profit margin
for a while.

Dorothy Nightingale® Fruits & Vegetable Retail Store will make sure that the right foundation, structures
and processes are put in place to ensure that our staff welfare are well taken of. Our company’s
corporate culture is designed to drive our business to greater heights and training and retraining of our
workforce is at the top burner.

We know that if that is put in place, we will be able to successfully hire and retain the best hands we can
get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

Business Name Availability Check: Completed

Business Registration: Completed

Opening of Corporate Bank Accounts: Completed

Securing Point of Sales (POS) Machines: Completed

Opening Mobile Money Accounts: Completed

Opening Online Payment Platforms: Completed

Application and Obtaining Tax Payer’s ID: In Progress

Application for business license and permit: Completed

Purchase of Insurance for the Business: Completed

Leasing of facility and remodeling the shop: In Progress

Conducting Feasibility Studies: Completed

Generating capital from family members: Completed

Applications for Loan from the bank: In Progress

Writing of Business Plan: Completed

Drafting of Employee’s Handbook: Completed

Drafting of Contract Documents and other relevant Legal Documents: In Progress

Design of The Company’s Logo: Completed

Printing of Packaging and Promotional Materials: In Progress

Recruitment of employees: In Progress

Purchase of furniture, racks, shelves, computers, electronic appliances, office appliances and CCTV: In
progress

Creating Official Website for the Company: In Progress

Creating Awareness for the business both online and around the community: In Progress

Health and Safety and Fire Safety Arrangement (License): Secured

Opening party planning: In Progress

Compilation of our list of fresh fruits and vegetables that will be available in our store: Completed

Establishing business relationship with fruits and vegetable farmers – suppliers of fresh fruits and
vegetables: In Progress