Assignment Sample: Business Plan of Dubasket Company

BUSINESS PLAN
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EXECUTIVE SUMMARY
The present business plan is on Dubasket that is customised gift basket company that
deals with the delivery to customers that makes order on their site. The company offers wide
variety of products to the customers in order to provide them satisfaction. Further in addition to
this the plan includes the target market for the business that involves individual and corporates.
The cash flow statement of the company shows that Dubasket will be able to earn huge
profitability through this business. This is because there is huge potential for such industry in the
market as a change in the life style of the people in Dubai. The company is operating in Dubai
and is going to advertise its products through online social networking sites that can assist in
covering large mass.
The sales of the company is growing which provides that there is immense growth for
industry in the market. The adopt certain process of delivery in order to make sure that products
are offered to customers within specified duration of time. The team structure of Dubasket is
consist of director under whom managers of various departments perform their respective
functions. Under these managers there is are team members that reports their respective
authority.


TABLE OF CONTENTS
Business details................................................................................................................................4
Description of products and services...........................................................................................4
Mission and vision.......................................................................................................................4
IP addressed.................................................................................................................................4
Team introduced...........................................................................................................................4
MARKET AND INDUSTRY ANALYSIS .....................................................................................5
PESTLE Analysis.........................................................................................................................5
Industry trends.............................................................................................................................5
Target market and customer segment identified..........................................................................6
Direct and indirect competition identified and analyzed.............................................................6
Marketing plan ................................................................................................................................6
Sales and Advertising with cost included in cash flow................................................................6
Supporting sales forecast assumptions listed...............................................................................7
Operations .......................................................................................................................................7
Details of how the product service delivered...............................................................................7
Suppliers and Logistical issues identified....................................................................................9
Skills and resources identified.....................................................................................................9
FINANCE......................................................................................................................................10
Cash flow forecast......................................................................................................................10
Appropriate funding amount and sources identified..................................................................10
Financial assumption listed........................................................................................................11
ArGUMENTS................................................................................................................................11
SWOT Analysis..........................................................................................................................11
Clear argument based on research to support the overall business plan making sense.............12
Major risks addressed................................................................................................................15
REFERENCES..............................................................................................................................17
......................................................................................................................................................17


BUSINESS DETAILS
Description of products and services
The present business plan is on Dubasket. The company will be based in Dubai, United
Arab Emirates. It is the customized gift basket company that deals with the delivery to customers
that makes order on their site. The user can create account on the site and can order custom gift
basket that contains list of several products as well as edibles.
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Dubasket Ltd. Aims to become partner with major players in the gift industry. Further, it wants to
tie up with major retailers in the region that includes Body Shop, Patchi and Marks & Spencer.
The business offers online ordering services to the clients. With this, customers can place order
on user friendly website. There are various basket types that are offered by the company and
which includes Valentines Day, Mothers Day, Fathers Day, Baby Showers, Birthdays and other
celebrations. Dubasket deals in the variety of products that includes perfumes, creams, baby
shower products, flowers as well as cookies and cupcake.
Mission and vision

The mission of company would be to offer superior quality customized gift baskets.

IP addressed
Similar IP address is assigned to all the systems that have been placed in the premises in
order to gain the information regarding orders that are placed by the customers. This is important
so that employees can establish connectivity with one another. Further, the data of one
department can be easily accessed by another with the similar IP address. Along with that, this
would assist in keeping a track on the process within business in an effective way.
Team introduced
The team structure of Dubasket involves the director at top most under whom the
managers of various departments such as finance, sales, information technology, human
resources and operations will perform. Under these managers, there will be team members who
can conduct particular operation in an appropriate way. Thus, this will result in performing each
task with expertise and professionalism.
MARKET AND INDUSTRY ANALYSIS

PESTLE Analysis
There is existence of various external factors that has impact on the operations of
Dubasket. The factors of external environment that can affect the working of business are
enumerated as below:
Political factors: The policies of government in Dubai regarding taxation has to be
considered by the business as this has major impact on its operations. The changes in
rates of taxation affects the pricing of products and services that are being sold by
Dubasket.
Economic factors: Under this, the factors such as rate of inflation and economic growth
affects the firm and its success. The increase and decrease in such factors will positively
or negatively influences the sales of company.
Social factors: Trend plays an important role in influencing and changing the life style of
people. The change in attitude and perception of customers have major impact on the gift
basket company.

Technological factors: Technological change in the external market has huge impact on
the operations of business (McKeever, 2012). Organizations has to bring updation in its
process of delivery and ordering as per the technological updation so that it can fulfill the
needs of the customers in an effective way.
Environmental factors: The gift basket company makes use of the raw material from
environment. Thus, consideration is given on the preparation of products without
harming the environment.
Industry trends
The new business Dubasket has got immense potential in the industry, as there is increase
in the social network of an individual. Thus, this has resulted in enhancing their life style greatly.
With the enhancement in their living, the people of society has found the need for social
gatherings and parties. With this, there arises the need for gift basket company. This market is
booming and has huge potential for earning profits. In present era, the individuals have busy
schedules and do not have time to carry out such activities. Thus, with this, need for gift basket
arises that offers gifts at the places of customers.
Target market and customer segment identified

The segmentation of customers for the present business of gift basket possess two distinct
groups that includes individuals and corporate.
Individual: This includes the people who are looking to give a gift basket as a gesture of
goodwill to their friends, relatives and colleagues (Anderson and Khedair, 2009). Such
target market will not have any idea regarding the type of gift basket to be offered.
Corporate: These customer segments consists of individuals who typically buy the basket
for colleagues at work as a sign of appreciation or at certain special event. This market is
further categorized into banks, heath care, real estate, employment gifts, special events,
automobile dealership and corporate headquarters.


Direct and indirect competition identified and analyzed
There are several organizations that can give direct and indirect competition to the new
business Dubasket. These are as follows:
R Basket company: It is a business in United Arab Emirates that is specialized in
delivering fresh floral arrangements for all occasions to the customers in Dubai. R Basket
allows the customers to place order online for exotic flower arrangements, buying
chocolates online or choosing other gift for any special event. The firm provides
customers a streamlined, web based gift selection procedure that is designed to deliver
more than a gift. It provides customers with an unforgettable experience.
Mange Tout: It is company based in Dubai that offers quality gift hampers. It also sends
gift hampers in SriLanka, India, Pakistan, Kuwait, Saudi Arabia, Ireland and South
Africa. It has presence at various location that has assisted it in gaining huge popularity in
the market and having large base of customers.
MARKETING PLAN
Sales and Advertising with cost included in cash flow
The company will make the sales of the gift basket online. Through this it can cover large
mass within shorter time span. In order to promote the business Dubasket can adopt various
methods that includes advertisement on the online sites. This assist in promoting the products in
an appropriate manner. Further by putting hoardings at various locations the company can make
people of Dubai aware about the services that are offered by the company (Schiraldi and Silva,
2012). In addition to this the company place its advertisement at various social networking sites
so as to make customers know about the products that are delivered by Dubasket along with its
prices. The cost of advertising and sales that is being represented in the cash flow is as under
AED 25000 in the first year.
Supporting sales forecast assumptions listed
The sales forecast that has been assumed for Dubasket Ltd. is increasing greatly. This is
because of growth in the overall gift basket industry. As the individuals are becoming more busy
thus they do not have time to decorate gifts for their relatives, friends and colleagues. Through


this facility they can give best gift to their close one that is designed in an effective manner. The
sales of the company is assumed to be growing as it has viewed that this industry has huge
potential in the market. Hence the company's sales is increasing tremendously that has impact on
its overall profitability.
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OPERATIONS
Details of how the product service delivered
The company Dubasket will have online stores where baskets of varied sizes will be
displayed. This allows the customers to make selection of products as per their need. More they
can make payment through PayPal and Visa. A specific delivery process will be followed at
Dubasket so as to offer convenience to the customers and to ensure smooth working within the
business.


Place an order: Firstly the order is placed on the website from the selection list from
where the customer can choose their products they would like in their basket. At this
stage customer can place order of the basket which they desire to buy from the list of
baskets that are offered by company. In addition to this while ordering the customer will
make the payment for the product online.
Payment received: The finance manager will then confirm that the payment has been
made by client. Further the executive of finance will forward the order to operations
manager for further processing.
Contact Supplier: The operations manager of Dubasket will then interact with several
suppliers and partners of Dubasket so as to order to goods. By contacting the supplier
company can arrange for the products that are required in the basket.
Order desired goods: After contacting the supplier Dubasket can order desire goods that
are desired by the customers. With this they can effectively satisfy the needs of clients.


Assemble basket: The ordered goods are then received at the office where there is
existence of skilled workers. These expertise employees will decorate and assemble the
basket in accordance with the requirement of the client.
Deliver to customer: The distribution team at Dubasket lastly makes the delivery of
finished basket to the customers in the specific interval of time. Thus by making delivery
the customers needs for the gift basket can be satisfied in an appropriate manner.
Suppliers and Logistical issues identified
There are various issues faced by Dubasket that are related to suppliers and logistical.
These have been demonstrated as under:
Flow of information: The major issue is faced in transmitting the information to suppliers
for the delivery of the products that are required to assemble basket. Thus information
flow is lengthy process as the assembling of basket is done at another location and the
material for gift basket is gathered from some where else.
Movement of product: The major issue faced by logistics is in making safe delivery of
products as per the order placed by the customers (Jones and Penaluna, 2013). Sometimes
due to long distance the breakdown of product cam occur. This acts major issue that can
create dissatisfaction among customers.
Time/ service: This can be major issue as the customers desires to obtain the products
within specified time period. Delay in making delivery can result in causing
dissatisfaction among the clients. As and when the order is placed it is essential to process
it and obtain the products that are required for gift basket.
Skills and resources identified
The skills required for the proper performance at Dubasket involves creativity in
designing and decorating the baskets. This is necessary so as to make it attractive for the
customers. Further in order to handle the various departments the employees needs to possess
specialization in the respective area.
The resources required for designing the basket includes creative and decoration material.
In addition to this efficient manpower is required so that process can be conducted in an efficient


manner. Further computer or laptops are required in order to gain information regarding the order
placed by the customers and their requirements.
FINANCE
Cash flow forecast
year year year

1 2 3
Money in
All sales 180000 247500 315000

Money out
Legal 50000 55000 60000
Consultants 25000 30000 32000
Stationary
& Office
supplies 10000 15000 20000
Website
creation 1000 0 0
Start-Up
Expenses 86000 0 0
Start-Up
inventory 0 0 0
sales and
advertising
cost 25000 30000 35000
Long-term
assets 25000 0 0
total
expenses 222000 117500 147000
Operating
cash flow 42000 117500 168000
Appropriate funding amount and sources identified

The initial investment done is AED 350000 this has been taken from taken from various
sources that includes internal as well as external sources of finance. AED 170000 is used from
personal saving amount. Further the rest of the amount is taken from various external sources
such as bank and in leasing (Gift Basket Marketing Plan, 2015). The company has taken loan

from bank so as to fulfill its long term requirement of the business. Bank loan acts as a effective
sources that is used by business in meeting its needs in an appropriate manner. In addition to this
Dubasket has leased building for which it has to make payment of rent. This is done due to
shortage of capital with the business.
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This would assist the business in saving the amount which would have incurred in purchasing the
land or building to set the business. Both these sources has assisted business in satisfying the
long term business needs in an effectively.
These are various other sources that have been identified in order to finance the new
business that is Dubasket. The company can also obtain funds through overdraft facility so as to
meet the working capital requirement. In this the business can withdraw more amount then what
is present actually in the account. In order to use this company has to make payment of interest.
Financial assumption listed
Various financial assumption has been made in determining the finances of the business.
This has been assumed that with the growth in the industry the sales of the firm is also enhancing
in the consecutive years. Further the expenses of the company has been assumed on the basis of
per unit cost that is incurred by the business in preparing single basket. With the increase in sales

the expenditure of the company per year is increasing. It has been assumed that company makes
profit of 15.5% on each basket.
ARGUMENTS
SWOT Analysis
SWOT analysis has been carried for initiating key strengths and weaknesses of the
organization and it will also help in drawing out opportunities and threats that can be faced by
Dubasket.
Strengths
Company vendors have got local and high quality ingredients for producing their
products.
Dubasket is making use of artistic flair which enhances the overall appearances of the
basked which is unmatched in the entire market.
Business has got lower overhead cost which in turn leads to excellent margins and
flexibility in manufacturing.
Weaknesses
In the beginning if business is able to generate higher sales than they will require to
match up their orders to fulfill demands of their customers in an appropriate manner.
Dubasket need to carry out limited marketing budget for generating awareness with
respect to the products and services of the company.
Organization need to incur limited number of hours a day limits time on their
sales/business development for fulfilling their relative orders.
Opportunities
Business is going to participate in an industry which is quite steady in terms of their sale.
Marginal cost is going to decrease with the sale of every basket as fixed cost is going to
get distributed on every product.
Threats


Dubasket is going to heavy competition from industry players such as gorillas like
Hickory Farms or substitute competitors like FTD.
It has been seen that industry has got high attractiveness that can lead to entrants of new
players in the market.
Clear argument based on research to support the overall business plan making sense
For understanding this industry in a more effective manner proper survey research was
carried out in order to understand the perception of consumer towards this business. Data has
been collected from the sample size of 50 customers.
From the above figure it can be interpreted that most of the respondents said that yes
(90%) carry out their purchase of gift baskets for a particular occasion. This shows that this
market has got higher capability for generating revenues for the enterprise.


Above figure details about the occasion in which customers carry out purchase of a gift
basket. In this respect most of the respondents expressed that on birthday (40%) and valentines
days (25%) most of the purchase is carried out by the consumer. This shows that business must
be prepared while carrying out their operations on valentine day. But for the birthday occasion
they must keep higher stock keeping theme for this particular occasion.


One of the other question asked by the researcher was with respect to carrying out
purchase of such basket through an online store. This questions result also indicated that majority
of them will be going to carry out online store purchase. Very few said that they will not be
purchasing gift basket through an online source.
Another question asked by the investigator was regarding the products they prefer the
most in their gift basket. In this respect majority of the customers said that flowers (35%) and
cookies (30%) will be their major preference in a gift basket.
Major risks addressed

Business is going to face very good competition from their competitors, so they need to
formulate effective strategies in order to cope up with the competition (Hiduke and Ryan,
2013). If they will not overcome this major threat then can lose the market share and can
even be out of the market after a few period of time.


This industry has got high attractiveness there will be lots of companies who will like to
participate in this market as they need to have to incur huge start-up cost for running such
organization. If proper planning will not be initiated then it is going to have great risk on
the operations of the business.
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REFERENCES
Journal and Books
Anderson, M. and Khedair, J., 2009. Successful Business Plans: Get Brilliant Results Fast.
Crimson Publishing, Limited.
Hiduke, G. and Ryan, J., 2013. Small Business: An Entrepreneur's Business Plan. 3rd ed.
Cengage Learning.
Jones, C and Penaluna, A., 2013. Moving Beyond the Business Plan in Enterprise Education.
Education + Training. 55(8/9).
McKeever, M., 2012. How to Write a Business Plan. Nolo.
Schiraldi, H. and Silva, J., 2012. Writing a business plan: reference tools to assist budding
entrepreneurs. Reference Reviews 26(8). pp.79.
Online
Gift Basket Marketing Plan. 2015. [Online]. Available through: <Casadogalo.com/>. [Accessed
on 26th March 2015].


APPENDIX
Questionnaire
Do you carry out the purchase of baskets for a particular occasion?

Yes
No
On what occasion do you make a purchase of a gift basket?
Valentines Day
Mothers Day
Fathers Day
Baby Showers
Birthdays
Other celebrations
Will you be carrying out purchase of such basket through an online store?
Yes
No
Do you think purchase carried out online satisfies your need?

Yes
No
What kind of products do you prefer the most in your gift basket?
Perfumes
Creams
Cookies and cupcakes
Baby shower products
Flowers


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BUSINESS PLAN

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Mission and vision

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MARKET AND INDUSTRY ANALYSIS

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Target market and customer segment identified

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year year year

All sales 180000 247500 315000

Appropriate funding amount and sources identified

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Major risks addressed

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Do you carry out the purchase of baskets for a particular occasion?

Do you think purchase carried out online satisfies your need?

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