Business Plan 2010

FARMVILLE ENTERPRISE LTD -2-
NORTHERN CARIBBEAN UNIVERSITY

College of Professional and Continuing
Education
Montego Bay Campus
FARMVILLE ENTERPRISE LIMITED
5 WATER SQUARE FALMOUTH
TRELAWNY
PHONE: CELL: 853 - 9999
LAND: 954 - 9520
EMAIL: Farmville@jm.org
Principals: Chrystal Brady -31080224
Damion Harvey - 31075500
Tyrone Thompson – 31061700
Denise Lawson - Leslie – 31085150
Clara Miller – Brown - 31080314

Submitted to:
Mr. Michelle Ives

Lecturer
Montego Bay Campus
Date: August 4, 2010
TABLE OF CONTENTS Pages
1. DESCRIPTION OF THE BUSINESS
Executive Summary………………………………………………….6 – 7
Definition of the business……………………………………………8
Goal and Objectives………………………………………………….8
Vision………………………………………………………………...8
Mission………………………………………………………………8 - 9
Keys to Success………………………………………………………9
Company Summary: History…………………………………………10
The Industry, company and its products/service……………………...10 - 12
2. MARKETING PLAN
Market analysis and research…………………………………………14
Marketing Strategy………………………………………………........16-19
SWOT Analysis……………………………………………………….20-21
3. MANAGEMENT AND OPERATIONS PLAN

Management Summary…………………………………………..........23 - 25
Organizational Charts……………………………………………….....26 - 27
Operations Summary…………………………………………………..28
4. FINANCIAL PLAN
Financial Plan………………………………………………………..
Projected Sales Forecast……………………………………………
Projected Cash Flow…………………………………………………
Projected Income Statement…………………………………………
Projected Balance Sheet……………………………………………..
Business Ratio………………………………………………………..
5. CONCLUSION……………………………………………..
6. APPENDIX:
APPENDIX 1: List of prospective products
APPENDIX 2: Focus Group research
APPENDIX 3: Pictures of some of the products
APPENDIX 4 Map of the Business Location
CHAPTER ONE:
THE EXECUTIVE SUMMARY

The aim of Farmville Enterprise Limited is to provide farmers and other individuals with
pets or animals with the essential products needed within the parish of Trelawny and other
surrounding vicinity such as Montego Bay. The enterprise will be located at 5 Water Square
Falmouth, Trelawny.
The idea to start such a business was suggested by two of our partners Mrs. Leslie and
Ms. Brady who saw the need for a farm store in Falmouth, Trelawny. They carried out a survey
within the farming communities such as Brown’s Town, Albert Town, Duncan’s, Clarks Town
along with the capital Falmouth and this confirmed the need for the service because presently
many individuals in these areas have a farm or own and raises animals such as chicken, cows,
pigs etc. This confirmed that a lot of would appreciate such a company that would seek to
provide a variety of farming commodities. The store will be a distributor of farm products such
as young chickens, animal’s feed, animal medicine, varieties of farm seeds and faming products
and equipments serving primarily the consumer market of Falmouth, Duncan’s, Clarkes Town,
Jackson Town, Albert Town and its farming environs. The business operation will commence on
December 13, 2010.
The business will be owned and operated by Chrystal Brady, Damion Harvey, Tyrone
Thompson, Denise Lawson- Leslie and Clara Miller - Brown. The goal of Farmville Enterprise
Limited will be to provide quality goods to its target market as well as to satisfy its customer’s
needs and wants. The business plans will achieve these objectives by capitalizing on its distinct
advantage, which are its employees and the location. These employees will form the framework
behind the success of the business. Utilizing the “Customers are Always Right” strategy will
allowed Farmville Enterprise to exploit the market by capturing more than 50% of the market
share, positioning itself as a leader among its competitors.
The success of the business is predicated on a detailed business plan, which is the
compass for our start –up business. Research, well defined markets, relevant strategies, mission
and vision as well requisite financial support will ensure successful operations at Farmville
Enterprise Ltd.
We also intended to have in place a “Marketing Information System” which will provide
information from and to external suppliers, and also reseller of Farm products. This system will
allow the gathering, sorting, analyzing, evaluating and the distribution of needed information on
a timely and seamless manner.
During the growth of the business specials will be given to our valid customers, various
deals and also a customer appreciation day once a year to ensure the continuity and success of the
company.
DEFINITION OF THE BUSINESS

Farmville Enterprise Limited is a company that will specialize in the sale of a wide
variety of farming products such as machinery, tools, seeds, animal medicines, etc.
GOAL AND OBJECTIVES
1. To provide our customers with the best quality products and services
2. To provide services and products relevant to the need of our customers
3. Community involvement and the building of long-term relationship with our customers
4. Empower staff for continuous improvement of services provided
5. Utilize the most feasible communication channel to let our target market know what
products/services are available and their benefits.
VISION
We want to become the leading supplier of farm supplies and products in the parish of
Trelawny and then extend to the parish of Montego Bay.

MISSION
Farmville Enterprise Ltd. aims to offer the best farm products, such as animal feed,
animal medicine, a wide range of farm seed and farm supplies including equipment that is
relevant to the need of farmers and other individuals who are not farmers but enjoy taking care of
animals (pets) or like those who likes to garden. We will focus on personalized service to our
customer by offering quick and efficient services in that we will embrace quality,
professionalism and expertise in the delivery of services, which will assist significantly in
securing a competitive edge and achieving a profitable and sustainable growth for all our
stakeholders.
KEYS TO SUCCESS
The keys to our success are as follows:
 Will be the largest entity of its kind in Falmouth
 Product quality will include a variety of farming products that competitors lack
 Workers will be quick and efficient in serving customers
 Community involvement and commitment to providing products needed

THE COMPANY SUMMARY: History

Denise Lawson - Leslie and Chrystal Brady had a discussion a couple of weeks ago about
starting a new company that would seek to supply goods that are in demand but is lacking in a
specific Location. During the discussion they though about a farm store that could be located in
the parish of Trelawny, where a lot of individuals engage in farming for business and farming for
personal reasons. It was debated whether to start the business in Albert Town which have a large
capacity of people who farms or Falmouth, Trelawny. However, after analyzing the situation it
was decided to start the business in Falmouth where a lot of people do business transaction from
various towns across Trelawny. This idea was then extending to Damion Harvey, Tyrone
Thompson and Clara Miller - Brown who liked the plans for the new company and decided to be
partners in the new venture.
Farmville Enterprise upon commencement of operations December 13, 2010 will sell a
wide variety of animal products and farm equipment. We will also provide quality service such
as; free Veterinary services as well as Agriculturalist to speak with farmers and other persons on a
monthly basis.
THE INDUSTRY, COMPANY & ITS

PRODUCTS/SERVICES
The Industry
According to a report in the Jamaica Gleaner on July 23, 2010 stated that Jamaica
Livestock Association (JLA) was thrown into a lifeline in the second quarter of this year, turning
a profit of J$410.7 million on the back of what appears to be a substantial gain on the sale of its
Kingston-based animal feed factory and wharf in March 2010. The JLA reported in notes to its
quarterly financial statements that its feed plant and wharf facilities had been sold and the
managing director could not be reached immediately for a comment according to the report. The
JLA currently operates 13 commercial farm-supplies outlets island wide, and diversified and
integrated its operations with the construction of a wharf and feed mill complex. This has created
an area for more Farming companies to fill the shortage of farming industries.
Falmouth, Trelawny has been the home for the Hague Agricultural Show over the past
few years and also the annual Yam Festival Show. This will provide an area for Farmville
Enterprise Ltd. to grow and attract new customer. The general health of the farming sector,
which is tied to crop and livestock prices and consumption patterns, will drive the demand for
our farm store supplies.
Farmville Enterprise Ltd. recognize that large farm stores have advantages in purchasing,
distribution, finance, and marketing and can better serve large customers, and therefore we will
compete effectively by offering products, equipment and services relevant to the immediate
needs of our target market. .
The Company ownership

Farmville Enterprise Ltd. will be owned and operated by Denise Lawson – Leslie,
Chrystal Brady, Damion Harvey, Tyrone Thompson and Clara Miller – Brown which will start
its operation on December 13, 2010. The store will be dedicated to providing high customer
satisfaction by rendering unmatched customer service, and quality products at acceptable price.
Products/Service
Farmville Enterprise Ltd. will be a distributor of Farm products such as young chickens,
animal medicine, a wide range of farm seeds, and farm supplies including equipment relevant to
the needs of farmers and other community members. Please see appendix one (1) for full details
of products that will be offered.
Services include free quarterly advice from veterinarian and agriculturist from Rural
Agricultural Development Agency (RADA). We also intend to have in place a “Marketing
Information System” which will provide a seamless flow of information from and to external
suppliers, and also to buyers of farm produce. This system will accommodate the gathering,
sorting, analyzing, evaluating and distribution of information in a manner that is beneficial to all
stakeholders.
Company Location
Farmville Enterprise Ltd. will be located at 5 Water Square Falmouth, Trelawny and will
operate on the new complex within the square. There are a lot of individuals who farm within the
parish of Trelawny and a variety of agricultural shows also take place in Falmouth annually. The
location will be easily accessible to customers in surrounding communities such as Duncan’s,
and Clarke’s Town. Being nestled in farming orientated communities will give advantage to
clients who normally commute elsewhere to get their farm products and equipments
Facilities
Our CEO Chrystal Brady will do the necessary paperwork in order to rent the space on
the complex. This facility will provide adequate parking and sufficient space for entering an
existing the premises. Also the location is ideal for our target market, since it is located in the
square of Falmouth where most transaction takes place.
The Business will need a number of fixed asset in order to start its operation these include;
computers, printer, fax machine, photocopy machine and motor vehicle.
CHAPTER TWO:
MARKET ANALYSIS AND RESEARCH

A marketing research survey was carried out in the parish of Trelawny in the farming
communities of Brown’s Town, Albert Town, Duncan’s and Clarks Town along with the capital
of Falmouth. Approximately ten (10) farmers were interviewed to ascertain how they acquire
their farm supplies. All of them stated that they purchase major farm supplies mostly in
Montego Bay and if not available they resort to Kingston.
Animal feed and other minimal supplies farmers are able to purchase at Farm & Garden
supplies, 17 Harbour Street, Falmouth, Trelawny. Recognising this limitation, we investigated as
to why farmers did not acquire their supplies in Trelawny, it was then realised that no farm store
in this environs offered a complete range of farming supply. Farmers who plant bananas were
able to purchase suckers in Falmouth but not a wide variety was offered. The Farm & Garden
supplies store only offered suckers for lacatan and groce Mitchell bananas; other variety would
have to be acquired from Agro Grace in Montego Bay. Fertilisers are not readily available in
Falmouth and most often times than not, farmers have to travel to Montego Bay or Kingston to
acquire such products. Those farmers who specialise in animal husbandry purchase their animal
feed in Falmouth but for all other supplies and equipment inclusive of medicine have to be
purchased in Montego Bay.
This information allowed us to recognise that a Farm store is needed in Trelawny, as this
parish is known for its farming produce of mostly yams and to a lesser extent banana. Hence,
Farmville Enterprise Ltd. would be most appropriate to serve this environment. Its wide range of
supplies would be greater than that of it proposed competitor. Farmers would appreciate not
having to travel to Montego Bay or Kingston to acquire supplies, which would also eliminate
travelling cost. Hence their overall expense would decrease.
Figure:
Chart reflectingfarmingsuppliesavailablity
in Trelawny
Animal Feed Fertilisers Suckers/Seeds/chicks equipment
10%
20%
60%
10%
The chart reflects the data collected where farmers expressed that 60% of the animal feed
is available in Falmouth, while only 10% purchase fertilisers there due to insufficient amounts.
The availability of farming equipment was another sore point, where supplies could be limitedly
acquired and account for 10% of farmers being able to purchase it In Falmouth. The remaining
20% get their suckers, seedlings and chicks locally in the parish. It is visual shown that in the
parish of Trelawny there is no other business which fully specialises in the sale of farming
supplies. Thus penetration in this market will be most effective as there will be little competition.
It is anticipated that there will be great support since Farmville will be the only venture
specializing in the sale of a variety of farming supplies in this environment.
MARKETING STRATEGY
Target Market
Based on responses through our focus group interview, we are convinced that these
communities represent our ideal target market because they are:
• Accessible: they can be effectively reached and served.
• Substantial: the market is not only homogeneous; it is large and profitable enough to sustain
Farmville Enterprise Ltd.
• Actionable: effective programmes can be designed to attract and service the community.
• Measurable: even though Farmville will be physically located in Falmouth, we strongly
believe based on independent, as well as in house surveys that the clientele of Duncan’s and
Clarke’s Town and their environs have the size, purchasing power and profile that will ensure
success for our business venture.
Differentiation and Positioning

Farmville Enterprise Ltd., will use the tag line “Farmers, the Keepers of Life” to embed
in the minds of people in the communities in which we operate the importance of their
occupation, and thereby position ourselves in their minds as a business that wants to form
partnership with them. In positioning our business, we recognize that we must first identify all
possible customer value by offering a wide variety of benefits and products. These benefits
include our normal farm store offerings, the selling of cooking gas, as well as complimentary
service on how to take care of animals and also on site advice to farmers and householders.
Incidentally, experts from RADA that we have been able to capture through our network will
provide this service.
In terms of differentiation, we will offer superior customer service and quality products
backed by active community involvement which will appeal to the residents to support this
venture, and thereby constructing customer lifetime value and long term relationships. We will
also pursue interactive marketing, this means that service quality depends heavily on the quality
of the buyer-seller interactions during the purchase interaction or encounter. We will get the
requisite training for our employees in the fine art of interacting with customers to ensure that
they deal with customers in a manner that is satisfying to them.
We also intend to use the ambient conditions as part of our differentiation strategy which
includes colour, music and scent.
Marketing Mix
According to ‘Perrault and McCarty in the book Essentials of Marketing’, Marketing Mix
is the only controllable variable that the company puts together to satisfy a target group. For us
at Farmville Enterprise Ltd., the marketing mix is seen as a tactical marketing tool that must be
blended to produce the responses we desire from our customers. These responses or possibilities
can be captured into four groups of variables known as the “four P’s”: Product, Price, Place and
Promotion. These variables will outline how Farmville Enterprise Ltd. will influence and
maintain demands for its products.
• Products: This means the combination of goods and services Farmville Enterprise will offer
to its customers. While we are primarily a product company, we deliberately affixed service
as an integral component of the business because we recognize that the way in which the
product is sold and conveyed to our customers is of significance. In order to ensure the
relevance of our products to the need of our customer’s interviews and surveys will be carried
out at regular intervals to get ideas of product preferences. Based on feedback, we will
satisfy the product variety, quality and service requirement in a manner that will let
customers grow with us.
• Price: This is the amount of money customers have to pay to obtain the product. We intend
to adjust our prices in line with our customers’ perception of the value of the business to their
communities. For example, we will charge premium prices for our products since customer
will forego transportation costs and other costs as well as inconvenience associated with
purchasing farm products in Kingston and other parts of the island. Our charging of premium
prices is predicated on the assumption that customers are interested in the total costs of
conveniently obtaining, using and disposing of products. Overtime, the full range of pricing
strategies will be made available to our customers, these include price list, discounts,
allowances, payment periods and credit terms.
• Place: This includes company activities that make the product available to target customers.
Farmville Enterprise Ltd. will be conveniently located in the town of Falmouth on the plaza
that has been renovated. Other activities pertinent to place include coverage, assortment,
inventory, logistics and transportation.
• Promotion: This means activities that will educate customers and indeed, communities about
the merits of doing business with Farmville Enterprise Ltd. Apart from highlighting our
products and persuading our target market to buy, our promotional programme will achieve
Farmville’s objectives of delivering value to customers and build strong long-term
relationships.
Farmville Enterprise Ltd. recognizes that different communication elements have
distinctive capabilities relative to the types of messages they can convey, and so to ensure
that our promotional efforts appeal to our customers in our target market, we will use the full
range of the marketing communication mix. This includes personal communication,
advertising, sales promotion, public relations, instructional materials and corporate design.
• Personal Communication: We will train our employees to interact with customers on a very
friendly level. These customers along with our employees will become our personal
communicators in that; they will communicate our business by word-of-mouth to others. We
will also build strong relationships with influencers who are not necessarily customers
because of the impact that they have on persons in the communities that Farmville Enterprise
Ltd. will serve.
• Advertising: In order to minimize cost, advertising will be done through word of mouth,
billboards, brochures, flyers and business cards.
• Sales Promotion: This will take the form of samples, discounts, and gifts in order to give us
a “competitive edge” and boost sales during periods when demand would otherwise be weak.
• Public Relation: This is a vital element in our armory, which will be used to stimulate and
maintain interest in our business. We will affix our name to every single important event that
are held in these communities through sponsorship where possible or through physical
presence. We will also have an annual trade show where key stakeholders such as suppliers,
customers, community members and other persons of interest in the Farming Industry can
interface in the same space.
• Instructional Materials: These are manuals, brochures, interactive software and voicemail
that will give instructions on how to get the best use from our farm products and equipment.
• Corporate Design: This strategy will be used to facilitate and reinforce Farmville’s presence
and image. Our promotional literature, signage, uniform, colour schemes for painting our
vehicle and our Farm Store will have a distinctive visual presence.
SWOT Analysis
A SWOT analysis looks at major strengths, weaknesses, opportunities, and threats of the
company. Both strengths and weaknesses are internal factors and as such can be controlled by the
company; whereas the opportunities and threats are external factors influenced by political,
economical, social, technological, environmental, and legal factors (PESTEL) and as such are
outside the firm`s control. By identifying its major strengths the firm is able to see how best to
use them to take advantage of the opportunities that are feasible and how best to minimize the
threats.
Strengths
1. One of the partners is well known and respected in the local area where the business will be
located and therefore there is some amount of goodwill
2. Excellent and flexible management team

3. Trained and experienced staff
4. Personalized service
5. Experience in customer service
6. Business is strategically located
7. An efficient and professional team of employees
8. Only Farm store to offer free Veterinary and farming advise in the parish of Trelawny
9. Customer-Focused
Weaknesses
1. Not able to meet customer demand as the company grows
2. Financial constraints
Opportunities
1. We will be located in a community that is highly engage in farming
2. The business has the ability to expand in near future, and employ residents.
3. Potential to obtain financial loans
4. Potential to increase market share
5. The business has the advantage of being in an easily accessible and highly visible
location.
Threats
1. Competition within the industry with other established Farm Stores.
2. Economic Recession
3. Natural Disaster
4. Changes in government regulations

5. Increased utility cost.
6. Crime and violence
7. High demand for service may increase waiting time.
CHAPTER THERE:
MANAGEMENT SUMMARY
Farmville Enterprise Ltd. will hire (4) full time employees to work along with the
partners of the business in the initial stage of operation. Two of the employees will sell and
distribute the products; one of the employees will work in the information and technology
department to monitor the Marketing Information System who will work under the supervisor of
Damion Harvey and a janitor to clean the store on a daily basis.
Management Team
Farmville Enterprise Ltd. will be organized into three functional areas: product sourcing,
sales and marketing, production, finance and administration.

Ms. Chrystal Brady: CEO/president of Farmville Enterprise Ltd. Ms. Brady is a graduate
of Northern Caribbean University (NCU) in the year 2000 with a Master’s Degree in Business
Administration with a major in the field of accounting. After University she worked at Jamaica
Livestock within the accounting department. After five (5) she was promoted to Chief Financial
Officer in which she served until November 2009. During this time period she worked with a
very high budget and was able to work with the figures efficiently. Ms. Brady has also taken a
course in psychology for a few months and therefore has the knowledge about how to foster good
relationship between workers and employees. Ms. Brady will be overseeing the business with the
help of the other shareholders in their respective areas. She has the commitment and
determination, leadership, self-reliance, adoptability and the motivation to excel and do well in
the field of business. She loves to work with people and has the drive, ambition and discipline to
manage the business.
Mrs. Denise Lawson- Leslie: Vice president of Farmville Enterprise Ltd. She is a
graduate of Northern Caribbean University with a Master’s Degree in Business Administration
with a major in Human Resource in the year 1998. Mrs. Leslie worked at Hi –Pro Feed Ltd. from
March 1999 until February 2010. During her time period she had been manager for various
departments and has been promoted twice during her tenure. She has a wealth of experience in
managing people. She will assist Ms. Brady with managing the company and will be in charge
whenever Ms. Brady is on business trips or other engagements. She is a natural leader who is
able to handle conflicts. She is flexible, adept of solving problems, resilience, excellent listener
and a quick learner. She likes situation where personal impact can be measured.
Mr. Damion Harvey: Sales and Marketing representative for Farmville Enterprise Ltd. He
has obtained Master’s Degrees in Business Administration from University of Technology with a
major in the field of Marketing in 2001. After his studies he worked at Irie FM radio station in
the marketing department for approximately six (6) months. He worked as a Marketer at Blue
Cross of Jamaica Ltd .He possess the skills of leadership, business know how, networking and
relationship building, multi tasking, artistry, ability to persuade and negotiate and ability to
identify and grasp opportunities. He is also keen on integrity, discipline, honesty, dependability
and respectfulness. He will
Mr. Tyrone Thompson: Production Manager for Farmville Enterprise Ltd. He is a
graduate of Howard University in the United States of America with a Master’s Degree in Sales
and Production. After he graduated he worked at several companies in the United states then in
August 2000 he came to Jamaica and got a job at AgroGrace in Kingston where he served several
years as production manager. At Farmville Enterprise Ltd. he will ensure that there are sufficient
stocks at the store and make contacts with our suppliers to deliver the necessary merchandise for
the company. He also has an Associate degree in business with a major in finance therefore he is
quite flexible, knowledgeable about the area in which he will be operating.
Mrs. Clara Miller – Brown has a Master’s Degree in Business Administration from the
University of the West Indies in Marketing and a Bachelors of Science Degree in Accounting
from Northern Caribbean University. She will assist Mr. Harvey with Marketing of the products
and also provide her expertise in the accounting department when needed. She is a very versatile
and flexible individual who is able to multitask. She worked at Ritz Carlton Hotel in the
marketing department for about six (6) years and then she worked at ACS Jamaica as the
manager for the GM contract in the accounting department. She is tolerant of risk, ambiguity,
uncertainty and has the vital mindset of risking money. She is also able to engage others to share
financial and business risk.

It can be safely said that the management team has the ability to carry out the operations
of this New Venture. There is an organization chart of Farmville Enterprise Ltd. that depicts the
decision making authority of the organization. The management team and employees have the
determination and the commitment to ensure the success of the business.
Our business expertise included:
1. Budget control
2. Personal Management
3. Strategic Planning
4. Public Relations
ORGANIZATIONAL CHARTS
Chain of Command
The Chain of command shows the formal authority relationship that run in direct line
from top to the bottom of Farmville Enterprise ltd. management team. It is easy to understand,
decisions can be made quickly and responsibility and accountability are clearly shown.
CEO/President:
Ms. Chrystal Brady
Vice President:
Mrs. Denise Lawson- Leslie
Marketing Manager:
Damion Harvey
Assistant Marketing Manager:

Clara Miller - Brown
Productions Manager:
Mr. Tyrone Thompson
SPAN OF CONTROL
The span of control will show the number of subordinates that can effectively supervise;
this will enable close supervision in our management team and fast communication.
Narrow Span of Control

CEO/President:
Ms. Chrystal Brady
Vice President:
Mrs. Denise Lawson
Leslie
Assistant Marketing
Manager:
Marketing Manager: Clara Miller Brown
Damion Harvey
Marketing Information
System worker
Productions Manager:
Mr. Tyrone Thompson
Customer Service
Cashier
Clerk
Janitor
OPERATIONS SUMMARY
Suppliers
To acquire the necessary farming products that will be needed for our operation we will
contact Agro Grace and Hi-Pro Feeds companies to make the necessary deliveries to the
store weekly such as animal’s feeds depending on the demand. Products such as machete,
water boots will be purchased at retail stores in Montego Bay in bulk with the use of the
company’s vehicle.
This enterprise engulfs a partnership which is the brain child of a group to enthusiast,
fusing together their talented characteristics to create an organisation as none other. The
complement of the team has created a natural base that is strong, firm and committed to the task
ahead.
Regulatory and Legal issues
Farmville Enterprise Ltd has researched and identifies the legal and regulatory framework
in which it will be required to operate; we will ensure that our behaviour is constrained by legal
and ethical standards. We intend to develop a code of ethics outlining the standard of behaviour
and ethical principles that is expected from our team and employees.
General Information
Farmville Enterprise Ltd. opening hours will vary accordingly:
Monday – Thursday: 9am – 5pm
Fridays and Saturdays: 9am – 6pm
Whenever there is an agricultural show within the vicinity then we will make adjustment to the
closing hours in order to facilitate more customers and satisfy the needs of the people.
CHAPTER FOUR:
FINANCIAL ANALYSIS
Our goal is to be as profitable at the end of the first quarter. The business will have to
wait long for clients to learn about base on the reputation of our stylist and we will already have
an existing client base. The financials that are enclosed have a number of assumptions.
Projected Sales Forecast
The following table and charts show our projected sales. We expect income to increase
gradually over the next three years, base on the excellent customer services that we will be
offering and the marketing strategy we will use.
PRODUCTS 2010/2011 2011/2012 2012/2013
Animal Feeds 1,250,000.00 1,852,500.00 2,019,225.00
Young Chickens 2,200,000.00 2,398,000.00 2,613,820.00
Vegetable Seeds 550,000.00 699,500.00 762,455.00
Cooking Gas 500,000.00 545,000.00 594,050.00
Fertilizers 300,000.00 427,000.00 465,430.00
Others 1,200,000.00 1,708,000.00 1,861,720.00
Total 6,000,000.00 7,630,000.00 8,316,700.00

CONCLUSION
We are positive that Farmville Enterprise Ltd. will excel as we have the know-how of the
business and will take the necessary steps to ensure that our plan is carefully followed in order to
achieve our goals and objectives. We will remain committed to incredible and outstanding
customer-service as; we believe that in extending such service to all customers, they will feel
satisfied when they come to our store. Farmville Enterprise Ltd will constantly anticipate, meet
and exceed our customer’s expectations. We will remain committed to innovation, as we believe
our strengths lies in our passion to implement new ideas and embrace change.
As part of our ethos we will be highly concerned about the well being of our clients, the
team objective, goal attainment, time management and excellence in what we do. Through strong
commitment, strong marketing and solid financial plan, Farmville Enterprise Ltd will service the
Falmouth and the wider community and be recognized as a business leader. We feel very
confident that the goals can be obtained.

Appendix 1: List of Prospective Products
Hi pro Chicken’s feed
Hi pro Pig’s feed
Agro Grace Chicken’s feed

Agro Grace Pig’s feed
Young Chickens
Waterers
Animal medicines
Fertilizers
Gramaxone
Screwworm
Pyro Spray
Water Boots
Dusk Mask
Gloves
Machetes
Machetes file
Rat Bate
Ant’s powder
Tomato Seeds
Carrot Seeds
Sweet pepper seeds
String beans seeds
Cabbage seeds
Cucumber seeds
Calaloo seeds
Nails
Shell Gas
Bush wacker
Appendix 2: Focus Group Research
Focus Group Interview
1. What is the main occupation of your community?
Ans. Well, as you can see, it`s farming.

2. How long do you plan to remain in farming?
Ans. We are delighted that you have asked that question because farming is the life
blood of our communities. We intend to remain in farming for as long as there is breathe.
3. Where do you purchase your farming equipment and farm supplies?
Ans. We purchase our farm supplies in Montego Bay and sometimes Kingston.
4. How easy is it to have your supplies transported to your communities?
Ans. We basically use the taxi, but this is not cheap, since they charge extra, up to more
than two times the normal fare depending on the amount of goods that we have to carry.
5. Would you like to have a Farm Store in your community?
Ans. Yes man, it is the best question that we have heard in a long time.
6. Do you think you’re that Falmouth is a suitable place for the Farm Store?
Ans. Definitely a lot of people sell in the market on Fridays and Saturdays and people
always come to Falmouth to do business.
7. In what way would a Farm store benefit your community?
Ans. It would save both time and money, since there would be no need to travel to other
parishes.
8. If a store should start operations in your Falmouth, would you still purchase your supplies
in Montego Bay?
Ans. Of course not, anything in the community belongs to us. We support those who
support us.
Appendix 3: Pictures of some of the products

Appendix 4: Map of the business Location
THE MAP OF SHOWING THE PARISH OF TRELAWNY HIGHLIGHTED

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FARMVILLE ENTERPRISE LTD -2-

NORTHERN CARIBBEAN UNIVERSITY

FARMVILLE ENTERPRISE LIMITED

5 WATER SQUARE FALMOUTH

PHONE: CELL: 853 - 9999

LAND: 954 - 9520

Principals: Chrystal Brady -31080224

Damion Harvey - 31075500

Tyrone Thompson – 31061700

Denise Lawson - Leslie – 31085150

Clara Miller – Brown - 31080314

Mr. Michelle Ives

Date: August 4, 2010

TABLE OF CONTENTS Pages

1. DESCRIPTION OF THE BUSINESS

3. MANAGEMENT AND OPERATIONS PLAN

THE EXECUTIVE SUMMARY

December 13, 2010.

share, positioning itself as a leader among its competitors.

a timely and seamless manner.

DEFINITION OF THE BUSINESS

GOAL AND OBJECTIVES

2. To provide services and products relevant to the need of our customers

4. Empower staff for continuous improvement of services provided

products/services are available and their benefits.

Trelawny and then extend to the parish of Montego Bay.

 Will be the largest entity of its kind in Falmouth

 Workers will be quick and efficient in serving customers

 Community involvement and commitment to providing products needed

THE COMPANY SUMMARY: History

partners in the new venture.

THE INDUSTRY, COMPANY & ITS

our farm store supplies.

needs of our target market. .

The Company ownership

of products that will be offered.

Agricultural Development Agency (RADA). We also intend to have in place a “Marketing

location will be easily accessible to customers in surrounding communities such as Duncan’s,

square of Falmouth where most transaction takes place.

computers, printer, fax machine, photocopy machine and motor vehicle.

MARKET ANALYSIS AND RESEARCH

Montego Bay and if not available they resort to Kingston.

supplies, 17 Harbour Street, Falmouth, Trelawny. Recognising this limitation, we investigated as

purchased in Montego Bay.

travelling cost. Hence their overall expense would decrease.

specializing in the sale of a variety of farming supplies in this environment.

communities represent our ideal target market because they are:

• Accessible: they can be effectively reached and served.

Farmville Enterprise Ltd.

• Measurable: even though Farmville will be physically located in Falmouth, we strongly

success for our business venture.

Differentiation and Positioning

provide this service.

they deal with customers in a manner that is satisfying to them.

includes colour, music and scent.

maintain demands for its products.

customers grow with us.

allowances, payment periods and credit terms.

inventory, logistics and transportation.

Farmville’s objectives of delivering value to customers and build strong long-term

Farmville Enterprise Ltd. recognizes that different communication elements have

range of the marketing communication mix. This includes personal communication,

communicators in that; they will communicate our business by word-of-mouth to others. We

Ltd. will serve.