1. Planning your local food business for the next 3 or 5 years
HILFN LFA 2.10
Business plan structure
Planning your local food business for the next 3 or 5 years
Jo Hunt
LFA 2.10

2. Why do you need a business plan?
Make money
Stay focussed
Predict investment needed
Bring in other funds from other people
Boost your confidence that it can work

3. Planning your local food business
HILFN LFA 2.10
Business plan structure
Planning your local food business

4. Business plan structure
HILFN LFA 2.10
Business plan structure
Business plan structure

5. – who you are, and what experience you resources you have
1 The business
– who you are, and what experience you resources you have
Business idea/ proposal
you
Contact details
Your experience
Your farm/ croft/ garden
Map

6. 2 Objectives/ goals/ targets
long term goals
when will your business become your full time job?
what will your business look like at that time?
what products / services will you be supplying at that time?
what marketing routes will you be using at that time?
who else will you be working with/ for/ for you?
What will your annual income be?
How confident are you that you will get there?
What help do you need to get there?

7. 3 Market research results of DIY market research
HILFN LFA 2.10
Business plan structure
3 Market research
results of DIY market research
Find out who your customers are and what they want
Decide on the best way for you to supply your customers
Test price and commitment
Run a focus group

8. 4 Market analysis
Competitor analysis List competitors Spider map of their location Assess the ‘gaps’ in the market market environment analysis –PESTO situation analysis - SWOT

9. 5 Summarise your production plan
Site description
How site will be managed
Cultivation
Resources needed

10. 6 Summarise your marketing plan
Product (August)
Place (September)
Price (October)
Promotion (November)
People (December)

11. 7 Financial information
Budget
Assumptions
Profit and Loss
Cashflow
Investment required and where it will come from

12. 8 Management of the business
Control of costs
Control of price
Control of volume
access to additional resources
Sensitivity – costs and price
Risk - what are they and how would you cope?
How you will record information
How and when you will review performance and change the plan
Who will do this and sources of advice

13. 9 Analyse your plan Competence and completeness Financial analysis
Can the plan achieve your objectives?
Is the plan internally consistent?
Can it be achieved within the time and resources?
How effective is monitoring and control?
How will competitors react?
Critical success factors – are they covered?
Financial analysis
Sensitivity analysis
Risk Analysis

14. 10 Anything else? Photographs Design of products References Your CV
???

15. Production plan

16. Summarise your production plan
Site description
Map
Location and cultivatable area
Description of land, soils
Physical environment around site
Assessment of production capability
How site will be managed
Crops
Rotation
Stock
Nutrient sources
Types of cultivation

17. Summarise your production plan 2
Cultivation
Varieties and areas
Cultivation diary
Yields and harvest dates
Processing
Storage and delivery
Resources needed
Labour and skills needed and availability
Equipment needed and purchases
Structures needed and purchases
Processing needed and purchases
Advice and services to be bought in and sources

18. Marketing plan

19. Marketing Plan content
Product –“what it can do for your customer”
properties
taste
design
technology
appeal
actual product and perceived product
Price - “what your customer is willing to pay for it”
4 ways to set your price
pricing strategy
pricing for what your customers think it is worth
pricing for what will give you a living wage

20. Place – “getting it to your customers when and where they want it”
distribution
packaging
presentation and display
location
Promotion – “letting your potential customers know it’s there”
your image
product image
advertising
tasting and trialing
visits and events
targeting
taking it to them
making your product into a new item
cost and effectiveness of different promotion channels

21. People – “how your customer is made to feel as a result of buying from you”
your staff and contractors
talking to your customers
after sales service
your business culture
time to talk
customer database and recording