Plant-Based Meat Business Plan: Market Insights & Strategies

Name of student Thom Mandapa Enterprise Start Up Plan Plant Based Me Problem Framing and Market Analysis (First Marker) Problem Framing and Market Analysis (Second Marker) Insight and Key findings from users or prospects (First Marker) Insight and Key findings from users or prospects (Second Marker) Competitive Analysis (First Marker) Very limited attempt at this section Competitive Analysis (Second Marker) Value Proposition (First Marker) To frame a problem, you need to determine the problem or opportunity that presents a ne the gap in the market? This needs to be based on fact-market evidence which requires se solution Plant Based Meat Products lacks specificity. How does Plant Based Meat Products items is it mimicking a meat product and if so which one give it a name-is it a product for e.g. children (prove this through market analysis) or is it to fulfil a consumers pains: prepp exotic meats-what are these? You suggest that the product needs to be affordable-how w not presented a solution here. Your environmental section is not focused and there is irrelevant/unapplied ideas-greenho and how does it apply to your business? There is agreement with the comments from the first marker above, this section is extrem references. I do not disagree with the discussion which takes place but all of the statemen student has been repetitive in this section as well as being quite wide, there is no focus w limited understanding what the solution is. The use of frameworks has been vague, there information has come from and therefore a lack of connection and analysis. If you have conducted interviews as you state I would expect to see evidence tha invitations, informed consent forms and interview transcripts. Why USA relevance this all needs verifying. The interview needs to establish insights for your busines appears to be the agricultural side? Discussion needs to be underpinned by refere methodology. From then on these results need to be used in the sections to estab There is agreement with the comments from the first marker above, there is no e student has conducted this research. It became clear half way through reading th student had conducted no research with the list of participants provided as the fin more of a discussion which seemed to be gained from secondary research rather generally did not make sense in the context of the project. I do not believe the st of interviews and there is no evidence. This is the first section where the student section was quite repetitive and the student has used the first person throughout section. There is agreement with the comments from the first marker above, - the student but it has been presented as a part of the market analysis and not following the p lack of analysis in this section and again there is a lack of evidence of the data w is a very unstructured discussion, again with quite and wide scope and is repetitiv

not completed Value Proposition (Second Marker) There is agreement with the comments from the first marker above. Solution Design (First Marker) not completed Solution Design (Second Marker) There is agreement with the comments from the first marker above. Business Model (First Marker) not completed Business Model (Second Marker) There is agreement with the comments from the first marker above. Business Strategy (First Marker) not completed

Business Strategy (Second Marker) There is agreement with the comments from the first marker above. Project Viability (First Marker) not completed Project Viability (Second Marker) There is agreement with the comments from the first marker above. Strategic Risk Management (First Marker) not completed Strategic Risk Management (Second Marker) There is agreement with the comments from the first marker above. Project Overall (First Marker) Project Overall (Second Marker) Please read my feedback on this sheet in conjunction with the feedback on your d complete a revised enterprise project. Make sure that you complete all the neces frameworks and that your discussion in each section is used to establish the feas referenced sources, market analysis and primary research.

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Third Marker Comments (exceptional circumstances. Holistic grade only First Marker Debra Wale Second Marker Nethan Punj Third Marker (exceptional circumstances Date The student has offered an imcomplete piece of work with limited cohesion, there through the discussion and the sections which had been presented. There was a b there was a lack of analysis when using these frameworks and in the information the report. The student has not offered in-text citation throughout majority of the presented a reference list. It is clear from the discussion, there has been a lack of this project. Note: This mark is provisional until ratified by the External Examination Bo Note: Notes on the Grading Criteria can be found by selecting the tab bel

athil eat Products 30 x 10 = 3.00 100 26 100 30 x 10 = 3.00 100 26 100 20 x 10 = 2.00 100 20 100 eed for your business-what is econdary data-references. Your s differentiate itself from other r an under represented market ped meal service etc. You state will you achieve this? You have ouse gas emersion-what is this mely long and offers limited nts would be claims. The with the discussion. There is a e is no logic to where this at this has happened-email e to your proposed business- ss which from this information enced sources as does the blish your venture. evidence to suggest the hrough this section the ndings, the findings were than primary, these findings tudent conducted this amount has briefly referenced, this t. This was a poor conducted t has attempted this section prescribe structure. There is a which has been included. This ve.

0 x 10 = 0.00 100 0 100 0 x 15 = 0.00 100 0 100 0 x 10 = 0.00 100 0 100 0 x 10 = 0.00 100

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0 100 0 x 10 = 0.00 100 0 100 0 x 5 = 0.00 100 0 100 15 x 10 = 1.50 100 draft it will help you to ssary elements including sibility of your business using

20 100 y) 100 Total 9.50 Total Final Agreed Grade 9.20 e was a lack of structure brief amount of frameworks, n whihc had been brought into e discussion but has f reading and research for oard low

x 10 = 2.60 x 10 = 2.60 x 10 = 2.00

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x 10 = 0.00 x 15 = 0.00 x 10 = 0.00

x 10 = 0.00 x 10 = 0.00 x 5 = 0.00

x 10 = 2.00 x 100 = 0.00 9.20 0

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Sections Introduction 2. Problem framing 3. Market Analysis 3.1. Macro-environmental factors 3.2. Industry trends and disruption 3.3. Sector regulation and legislation 4. Insight and key findings from users or prospects In this section, you will discuss the different methods used to gather information as well as: 4.1. Focus group and insights 4.2. Other research and key findings 5. Competition analysis 1. Executive Summary faced by children to access (a specific) service”, “the increasing number of plastic wastes in the ocean”, “the lack of nurseries in X area” etc. The problem your start up is looking to solve should be This section describes the external environment - the business and market climate of the local community and / or region. Among other important factors, you could look into: the specific project at hand? The potential threats should also be considered. The PESTEL, among other frameworks, could be considered. What are the key historical events within the specific industry, the current disruptions and future trends within that industry? What are the current innovations within the sector? What specific regulations and legislations are pertinent to the industry and how are you planning adhere to these? aspects of the information required for decision making. It is recommended in the first instance to conduct a focus group. Besides the focus group, other techniques such as interviews or questionnaires could further highlight the perception and opinions of the target audience. What focus groups did you undertake, what was the focus, who participated and what insight did you gain from them? What other research did you undertake to validate or further understand the insights gained during the focus groups? trends in competition. This section is an important extension of The Business and Market Environment. You should be prepared to provide additional information beyond the names of a few local and regional

In this section, you will seek to gather the following: 5.1. Existing solutions to the problem 5.2. Competitive product/service benchmarking 5.3. Lessons learned from competition 6. Value Proposition To formulate a good value proposition, the following should be considered: 6.1. Personas Who are you designing the solution for and what do you know about them? (User profile) 6.2. Pain points 6.3. Value proposition formulation Formulate the potential value proposition using the Value Proposition Canvas. 7. Solution Design 7.1. Key insight leading to the design of the solution 7.2. Users’ contribution to the design How did you specifically use the insight from the users (potential users) to design your solution? Considering the problem, you decided to solve, what solutions are currently available in the market? These could be direct or substitute products. problem you’ve identified, features or characteristics such as the design, the weight, the battery life, the colours, the screen size, the speed of the processor... would be elements which you could compare as Having analysed the products or services of the competitors, what insights have you gained. This could help you determine the competitive advantages you could build to stand out. first impression. Your value proposition should describe; how your product or service solves/improves problems, what benefits customers can expect, and why customers should buy from you over your What specific issues does the persona have in relation to the problem? This will be gathered through the focus group. Considering all the information and insight gathered from the market analysis, the users, the prospects and the competition, what does your solution look like? In this section, you will consider the following: In this part, you will consider the key information from the market (competition, suppliers, legislations...) which led to the design of your solution.

7.3. Product or service features 7.4. Design challenges and limitations 7.5. Prototype or Minimum Viable Product 7.6. User feedback and iteration 8. Business Model 8.1. Business Model Canvas Display what overall business would look like using the Business Model Canvas. 9. Business Strategy 9.1. Project’s Vision and Mission 9.2. Strategic priorities 9.3. Market entry strategy 9.4. Potential growth strategy What are the specific features of the product or solution and what features of the products or services of the competition did you consider in designing yours? What sort of limitations did you come across in the design of your solution or what potential challenges would you face in the design of the solution as it should be according to the market and the users? Describe your prototype or minimum viable product in a way that will give the market a good idea of what you are proposing. What feedback did you receive from the potential users and how will you use the feedback to improve your solution? described as there is a section dedicated to the financial plan. The business model will describe, the services/products, the segments, the value proposition, the channels of distribution among other It could include the identified Competitive Advantages of the Start-up and the Sales Strategy. In this section, you could consider: What is the overarching vison of your project and what mission are you setting it? Remember that both mission and vision should provide some clarity around the direction in which your project is headed. which should eventually see it gain a competitive advantage over the current suppliers of your products or services? Based on Porter’s Generic Strategies, how do you intend to enter the market? Remember, this should be in line with the strategic priorities above. From your entry strategy, what do you envisage to be the potential path to growth for your project? Ansoff’s Generic Strategies could be used for this part.

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10. Project Viability 10.1. Resource requirements What do you consider to be the basic resources requirements for your project? 10.2. Sharing Economy Canvas How does my project use the Sharing Economy Model to overcome the resources challenges? 10.3. Potential source of finance What potential sources of finance would you consider at the early stage of your project? 10.4. Financial statements 11. Strategic Risk Management Strategic Risk Identification and Classification Risk Response and recommendation 12. Conclusion Overall project This takes into account the Executive Summary, Introduction, Conclusion, References and Appendix. This includes the start-up capital requirements, the sales projection given a good description of how value is created and the traditional financial statements. In this section, you could consider: Indicate the projected Profit and Loss, Cash flow and Balance Sheet for the first two years of operation of your project. This section focuses on identifying potential strategic risks and putting in place appropriate measures to overcome them. In this section, you could consider: Risk Assessment (Assessment Criteria, Assessment and Risk Interaction) Risk Prioritising and Risk and Opportunity Map

Grade See last section See last section Otherwise, please identify reasons for not attributing full mark. 10% Otherwise, please identify reasons for not attributing full mark. In the absence of an ethical clearance, the section receives a grade of 0/10. 10% Both sections 10% An excellent framing of the problem supported by an excellent market analysis which takes into account the current state of the industry, its trends and regulations in force. evidenced focus groups with relevant audience or in-depth one-to-one interviews. The qualitative research was supported by further broader research to validate the findings. are relevant to the project. The competitive solutions are analysed and well contrasted to gain pertinent insight.

Otherwise, please identify reasons for not attributing full mark. 10% Otherwise, please identify reasons for not attributing full mark. 15% Otherwise, please identify reasons for not attributing full mark. If the student did not apply for ethical clearance, only the secondary research of the section will be considered. An excellent formulation of the value proposition based on an excellent understanding of the audience and their pain points. If the student did not apply for ethical clearance, only the secondary research of the section will be considered. An excellent design or concept of the solution based on insight gathered from the market analysis, the users, the prospects and the competition.

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10% Otherwise, please identify reasons for not attributing full mark. 10% Otherwise, please identify reasons for not attributing full mark. An excellent business model coherently drafted and taking into account the overall concept of the start-up. The start-up is clearly defined through the model. The strategic priority selected is in line with the market environment, the target audience and the solution. An excellent market entry strategy is proposed in line with the competitive

10% The profitability of the project is shown through relevant financial statements. Otherwise, please identify reasons for not attributing full mark. 5% An excellent identification, analysis and mitigation of key strategic risks. Otherwise, please identify reasons for not attributing full mark. See section below 10% An excellent Executive Summary, Introduction, Conclusion, References and Appendix. The resources requirements are excellently identified. The Sharing Economy Models are used (where applicable) to reduce the resource requirements for the project.

Thom+Mandapathil+MSc+EM+Sept+2023_-1220920442

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