MP CANNED FOOD LIMITED BUSINESS PLAN 2018 (0)

BUSINESS PLAN
MP CANNED FOOD LIMITED
2018
Business and owner details
Business name
MP CANNED FOOD LIMITED
Owner(s) name

MARTIN PÕLD

Business address and postcode
12 CARLISLE STREET
LEICESTER
LE3 6AF
Business telephone number
+447726779223
Business email address
[email protected]
Home address and postcode
(if different from the above )
Executive summary
1.1 Business summary:
My business idea is simple:
MP CANNED FOOD LIMITED is importing canned food ( meat products and ready meals) from Estonia to the United Kingdom. Unique products like “ Wild Boar In Its Own Juice”, “Elk In Its Own Juice” and “Venison In Its Own Juice” are hard to find in the United Kingdom. We are selling Rannarootsi and Frank Pott brands and sell them online, http://www.mpwildgame.co.uk
Future plans are to start trading also in Leicester Market in November/December as a Market Stall , supplying deli shops ( including North European and International), wholesalers and supermarkets (including Tesco, ASDA, Morrison’s, Sainsbury’s).
My three big business values: * Quality products * Professional customer service * 100% recyclable products
I started as a Sole Trader on 1st of June 2012, because it's simple and straight forward structure for my business. As my business have been growing I registered in Companies House on 29th of June 2017 as MP CANNED FOOD LIMITED.
1.2 Business aims: My business aims are customer satisfaction and professional service. Short- term Goal (up to 1 year ) – I aim to start off at the Leicester Estonian House and Leicester Market and build a steady regular customer base . Medium -term Goal (1-2 years ) – I hope to expand and start reaching customers in other counties through market traders and small individual businesses. Long-term Goal (2-5 years) – I aim to be pitching my business in front of Tesco, Morrison’s, ASDA, Sainsbury’s, Iceland, Co-operative Food and Spar. From which I hope to get at least one contract.
1.3 Financial summary:
End of the first trading year I am looking to achieve £10000 profit .
To achieve this I need to borrow £5000 from the Start Up Loans. £5000 is needed
mainly for the stock and transport from Estonia to the United Kingdom.
Personnel
2.1 Previous work experience :
DMU Replay: Launch Support , Unitemps, Oct 2017 – Present
Duties: Helping and advising DMU lecturers to use DMU Replay (new audio -video recording software Panopto)
Director , TOWELFY LIMITED, July 2017 – Present
Duties: Selling, Accounting , Recruiting, Marketing
Director, MP CANNED FOOD LIMITED, June 2017 – Present
Duties: Selling, Accounting, Recruiting, Marketing

Catering Assistant, Compass Group UK & Ireland , Aug 2015 – Dec 2015

Duties: Working in Leicester City Football Club , King Power Stadium's, Ricoh Arena's (Coventry), Nottingham Ice Centre 's Kiosks as a Cashier, Cook, Beer Pourer.

Promotional Materials Distributor , Unitemps, Apr 2015 – Dec 2015

Duties: Distributing clapper banners in Leicester City Football Club, King Power Stadium seats .

Clickworker, clickworker.com, Inc. Feb 2012 – Present

Duties: Translating, writing, collecting, researching and recruiting.
Entrepreneur /Owner, MP CANNED FOOD, July 2011 - Present
Duties: Business Planning and Website Building
Sales Manager , Footlock, April 2010 – April 2011
Duties: Selling to shoe retailers across the UK, giving presentations to businesses, dealing with clients face to face, on the telephone and via email, recruiting local sales teams and other sales duties.
Various Roles, Agencies in Leicester, August 2005 - April 2010
Duties: Working in various roles including: Working in a warehouses, factories picking orders , packing. Preparing food in kitchens, cash handling and till work
Sales Agent , Montana Marketing, June – July 2005
Duties: Talking to customers door to door, selling contracts.
Team Leader (Sergeant), Estonian Army , July 2004 - June 2005
Duties: Leading a group of 10 soldiers , motivating groups to work as a team, preparing training exercises.
Head of the Shift , Filee Meat Factory , Estonia, June - September 2003
Duties: Looking after a team of 8 people, picking orders in a chilled warehouse .
Sales Agent/Team Leader, Estonian United Bank , September 2002 - July 2004
Duties: Making presentations. Finding customers. Talking to customers. Selling Life insurance and pension schemes contracts. Represent Estonian United Bank on exhibition. Building sales team. Organizing trainings to sales team.
VOLUNTARY WORK:
Fundraiser, RECOVERY Charity, April 2012 – Jan 2017

Regional Coordinator and Partner of Let's Do It!, Let's Do It! World, Nov 2011 – Dec 2015

Duties: Coordinating Leicester and Leicestershire. Sharing information, building a team. Partner of Let's Do It.

DSU VOLUNTEER SILVER AWARD April 2013:

Carnival Helper, Leicester Caribbean Carnival Ltd 2012/2013

Square Mile Project , De Montfort University 2012/2013

Summer Sundae Steward, De Montfort Hall 2012/2013

Business Expert/Guest Speaker, Peter Jones Enterprise Academy, Jun 2012 – Jun 2013
Duties: Giving FREE business advice and guidance to students at New College Nottingham. Helping students to launch their new business ideas and sharing my own business experience.

Business Expert, The Working Knowledge Group, Nottingham Trent University, Jun 2012

Duties: The pitch judging is the Dragons Den role ! Also giving business advice to students.
Founder and Manager, Elva Reform Party Youth , September 2003 – August 2011
Duties: Leading a youth club (100 members ), giving presentations, leading political campaigns, leading meetings and training.
2.2Qualifications:
De Montfort University, United Kingdom - September 2011 – June 2014
Business Management and Enterprise, Level 4 certificate
Certificate in Adult Literacy Level 2, 2009
Certificate in Adult Numeracy Level 2, 2009
ECDL Advanced Level 3 certificate in Word Processing, 2009
ECDL (European Computer Driving Licence) Level 2 certificate, 2008
University of Tartu, Estonia:
Chemistry, 2002 - 2004
Material Science , 2001 – 2002
Tartu Tamme High School, Estonia, 1996 - 2001
A Level equivalents in: English , Maths, Chemistry and Biology
10 GCSE equivalents including English and Maths
2.3 Training:
Food labelling e- learning course Certificate 2017
Food Allergy Online Training Certificate 2017
Level 2 Certificate in Food Hygiene and Safety for Retail 2017
First Aid Certificate, 2012
Explore Enterprise course at Prince’s Trust , 2011
Certificate in Retail Works , 2009
Certificate in Interview skills , 2009
Certificate in Business Works, 2009

Cobra Group sales training, 2005

Estonian Army leadership training, 2004
Youth club management training, 2003
Enterprise seminar “Successful at first time” Motivational Training, 2003
Circuit Training Instructor Certificate, Estonia, 2003
Details of future training courses you want to complete :
Market Trading course through Action Acton, aim is to support local businesses and
promote the local economy , by organising seminars, networking events and
opportunities to learn from and trade with each other.
Action Acton run Acton Market which is located in the heart of Acton Town Centre. It
is a vibrant, ethnically diverse community. The market attracts visitors to a thriving
and unique Town Centre. By bringing people to Acton's Town Centre, the market
also raises the profile of local business.
Action Acton also support the Acton Business Forum, a networking group for local
businesses.
Learn more about Acton Business Forum and Action Acton's business support:
FREE, hope to complete as soon as they offer me a date .
· Crystal Clear Training provides the 'Becoming a Market Trader' training course,
which covers the general skills required to run a market stall, including areas such as
planning, legal requirements , the practicalities of getting a pitch and setting up a
stall, bookkeeping, and budgeting. Attendees are also encouraged to try running
their own stall. The course can be delivered in ten three-hour workshops or via a
variety of other methods. For more information go to
www.crystalcleartraining.co.uk/Becoming_a_Market_Trader_Programme.htm.
· Certain local authorities provide training for market stall traders in their area. For
example, the London Development Agency (LDA) funds a free Market Traders'
Training Scheme in Acton. The scheme comprises a one-day workshop introducing
the basics of running a market stall, plus four additional modules looking at
managing money , promotion , sales and expansion. For more details go to
www.actionacton.co.uk/ documents /MarketTradersTraininginformation.doc. Some
individual markets also provide training to encourage new traders, such as that
provided by Chrisp Street Market in Poplar, London
(www.chrispstreet.org.uk/downloads/Trader%20Training.pdf).
Also want to attend The Food Enterprise Workshop in Leicester Market.
2.3Hobbies and interests:
Swimming , reading autobiographies about business people, walking , socialising with friends and family.
The Product / Service
3.1 What are you going to sell?
Products and service
3.2 Describe the basic product/service you are going to sell:
I am importing canned food (meat products and ready meals) from Estonia. This is
speciality meat that I know is hard to find in the United Kingdom, but it is popular for
Eastern Europeans, who have recently come to the United Kingdom. These products
will be sold initially in the Leicester Estonian House bar by Leicester Estonian House
staff . And also on the Leicester Market Stall by me. Starting off with 2 days a week in
Leicester Estonian House (on Fridays 6.30pm-11pm and on Sundays 12pm-3pm)
and then increasing the days in Leicester Market (on Saturdays) as the demand grows, alternatively move to another site.
3.3 Describe the different types of product/service you are going to be selling:
I am going to sell high quality and value for money meat products, for example: Wild
Boar, Elk, Venison, Turkey , Lamb, Chicken , Beef, and Pork in Its own Juice.
These canned products can be eaten cold or hot as they are already cooked,
alternatively the customer may add it to a dish . Those products are unique in the UK.
Ready meals: meat products with potatoes and rice in different sauces.
Different type of pates for example: Liver Pate, Chicken Meat Pate, Chicken Liver
Pate.
And soups for example Rooster’s Soup with noodles.
Can sizes are 240g, 250g, 300g, 300g, 325g and 400g. Can types are regular and
easy open/ap. a strapp.
3.4 Unique Selling Point (USP)
Unique products like “Wild Boar In It’s Own Juice”, “Elk In It’s Own Juice” and “Venison In It’s Own Juice”.
Marketing and Sales
4.1 Who are your customers:
Individuals and Businesses
4.2 Describe your typical customers:
Individual Customers:
Primary market: Estonians, Eastern Europeans looking for Estonian food that is hard
to find in the United Kingdom.
Secondary market: People that use the market and are looking to find new foods and
experience different cultures .
Businesses:
Phase two: wholesaling to local shops, who specialise in Eastern European food for
example those located on Narborough Road in Leicester.
Phase three: approaching supermarkets and other large retailers such as Tesco, ASDA, Sainsbury's, Morrison’s.
4.3 Where are your customers based ?
Individuals:
Initially my customers are based in Leicester and Leicestershire, whom come into
Leicester market to shop and occasionally people will travel away from the Midlands
because they are able to purchase unusual food products.
Businesses:
Local small and medium size supermarkets, polish shops within Leicester and
Leicestershire. Also wholesalers and deli shops all around the UK.
4.4 What prompts your customers to buy your product/service?
Unique nature of the North European food to the UK market.
Lack of time to cook at home, canned food is cooked already and can be eaten hot
or cold. Families going on camping holidays , elderly people who struggle to cook.
It saves time for customers to cook and its healthy as well. Cans are 100%
recyclable.
4.5 What factors help your customers choose which business to buy from?
Premium quality and value for money of the services .
4.6 Have you sold products/services to customers already?
Yes
If you answered “yes”, give details:
To test the market (in 2012) I initially sold 6 cans of Gulash with potatoes 400g; 1 can of Liver Pate 240g; 3 cans of Wild Boar In Its Own Juice 240g, 2 cans of Venison In Its Own Juice 240g, 2 cans of Elk In Its Own Juice 240g; 2 cans of Tourist’s Breakfast 240g; 1 can of Spiced Pork 325g; 1 can of Chicken In Its Own Juice 240g; 1 can of Turkey In Its Own Juice 240g; 1 can of Strogonov with potatoes 400g; 1 can of Pork In Its Own Juice 240g.
Since 2012 sold around 300 cans of several products.
4.7 Have you got customers waiting to buy your product/service?
Yes
If you answered “yes”, give details:
Recently I received 2 orders from Estonian House (2012) and I have agreement with 1 wholesaler in Scotland to start supplying their customers.
However , my local church have shown interest in purchasing Wild Boar in its own
juice because they tell me that they cannot buy this item in the United Kingdom
Marketing strategy
What are you going to do? How much will it cost ?
1. Word of mouth. (Organizing products degustation events in Estonian House and Jesus Army).
2. Advertising in Facebook , Kids For Life Magazine, Yellow Pages, on my website, online business listings. ~ £300
3. Business literature - 750 business cards. - £10
4. A story or newsworthy event in local (Leicester Mercury Business Awards 2017 finalist) or national papers, radio (Leicester Community Radio interview with Lilia Patterson), TV or award ceremonies.
5. Giving out free samples
6. Leaflets - £65, posters - £30
5. Social media - Facebook group, Facebook Page, Twitter , YouTube
6. Leaflets - to Estonian House, Polish church and Jesus Army (1000 colour double sided A5 leaflets), posters (100 colour A3 posters).
7. Printed T-shirt with MP CANNED FOOD contact details and a MP CANNED FOOD pen.
8. Banner .
9. 30 sample products.
10. 1 day Test Trading in Leicester Market
TOTAL COST £ ~£400
Market RESEARCH
5.1 Key findings from desk research:
One of my key markets is citizens from Eastern Europe specifically “A8” citizens or
people who have migrated from the eight Countries that joined the European Union
(EU) in May 2004: The A8 is made up of; Czech Republic , E Research conducted by the Office of National Statistics shows that the Midlands had the second highest number of A8 workers in the country (13%) or roughly 72,800 workers.
I believe that this workforce combined with the estimated 14,560 A8 citizens who are
currently unemployed in the Midlands represents a significant market for my canned
produce.
5.2 Key findings from field research – customer questionnaires:
I have a Survey on my website (mpcannedfood.weebly.com). I have got 42 responses already.
Organised products degustation event for people in Leicester Estonian House.
5.3 Key findings from field research – test trading:
People from Leicester Estonian House are willing to pay the price what I am asking
for my service and they all enjoyed it!
Operations
6.1 Production :
Transport from Estonia to the United Kingdom will take about 1 week.
6.2 Delivery :
If customers are buying it from Leicester Market, then the delivery is included, if they
want to deliver it to somewhere else , then transport costs will be extra.
6.3 Payment :
I am handling cash, mobile card payments and PayPal .
6.4 Suppliers:
Name and location
1. Rannarootsi Lihatoostus AS, Estonia Meat products and ready meals
Payment arrangements
Paying 100% in advance, 1 day before loading day.
Reasons for choosing supplier
Have been working in Maag Meat Factory as a Head of Shift and Night Shift Master. I know the Main Owner - Chairman, who is my brother in law.
6.5 Premises :
Home office and storage space in a garage .
6.6 Equipment :
Doesn’t need to buy any equipment.
6.7 Transport:
I need to order a transport lorry which will pick up my stock from supplier in Estonia
and deliver it to Leicester storage space; it will cost 270 euros plus VAT. (2012)
EstoLink 1 EUR/kg (Estonia-UK), £1/kg (UK-Estonia)
6.8 Legal requirements:
I need Market Trading licence and it is free from Leicester City Council .
Have got Level 2 Food Hygiene and Safety Certificate for Retail.
6.9 Insurance requirements
I need products and public liability insurance, which will cost ~£60 per year.
6.10 Management and staff:
I will manage the business on my own. Also got 1 Volunteer (my landlord James Smyth) to sort out paperwork (filing, bookkeeping, accounting). 1 Master’s Student , Steven Whitehead from De Montfort University Executive Company Project programme to help with developing business plan and create new website (www.mpwildgame.co.uk). Also starting to work with 1 New Entrepreneur, Nicole Marchesani from Erasmus For Young Entrepreneurs programme.
Financials
7.1 Sales and costs forecast
7.2 Cash flow forecast
7.3 Costs table
Exit Strategy
Sale of equity to someone else through a trade sale or devise ways of recouping the
capital invested.