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Business & Marketing
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MS Word
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Business Plan – Draft (Essay Sample)


Assignment 3 Part 2: Business Plan – Draft
Due Week 8 and worth 30 points
This assignment consists of two (2) sections: a draft of your business plan and an income statement containing your business plan financials (i.e. Week 7 Discussion "The Financials"). Note: You must submit both sections as separate files for the completion of this assignment.
You must intend to raise money for your startup company. You can start with money from friends and family but at some point you will need funds from outside investors, either angels or venture capitalists, depending on how much money you project you will need to raise. Another possible angle is to develop money through crowdfunding, assuming your product meets the demand of such audiences.
Before you can raise money, you must develop a business plan that convinces an investor that your company will succeed.
Section 1: Business Plan (MS Word or equivalent)
Read Chapters 18 and 19 of the course text: Successful Business Plan. Use the Plan Preparation Forms at the end of each chapter of Successful Business Plan as a rough guide.
Write an approximately fifteen to twenty (15-20) page draft of your business plan in which you:
Revise the components of the following previously submitted sections based on the feedback you have received.
Company Description (Assignment 1)
Industry Analysis and Trends (Assignment 1)
Strategic Position & Risk Assessment (Assignment 1)
Target Market (Assignment 2)
Competition (Assignment 2)
Marketing Plan & Sales Strategy (Assignment 2)
Create an Ethics & Social Responsibility Plan.
Note: The Ethics & Social Responsibility plan should account for approximately three to five (3-5) pages of the Business Plan Draft.
Describe the ways in which your company is committed to being a good corporate citizen.
Hints: Consider the following areas:
Creating jobs
Following the laws of every jurisdiction in which your company operates
Fair and honest treatment of employees
Non-discrimination of employees and increasing diversity of your work force
Hints: If your company is designed as a social venture—in which you have a primary purpose of achieving a social or environmental goal—describe what that goal is and what aspects of your company are designed to reach that goal. Provide a rationale for why you have or why you have not chosen this to be a social venture.
Discuss how your company’s activities will affect the environment and identify the steps you will take to mitigate any negative impacts.
Hints: As a beverage company, consider such issues as your choice of packaging, disposal of bottles / packages by consumers, and your use of resources, such as water in areas where water may be scarce. 
Determine any health issues / claims related to the product you are making, whether negative or positive. Suggest the strategy your company will use to mitigate any negative issues, and to ensure any positive claims are true.
Many beverage products have negative health impacts on certain segments of a population (e.g., children, pregnant mothers, etc.). Suggest your company’s plan, through advertising, distribution, and / or other methods, to target and reach only appropriate market segments.
Format your assignment according to these formatting requirements:
Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
Section 2: Business Plan Financials (MS Excel worksheets template)
For year one, revise and submit the Income Statement, Cash Flow Projections, and Balance Sheet sections from the “Business Plan Financials” MS Excel template (see: Course Required Files in Week 1).
The specific course learning outcomes associated with this assignment are:
Describe strategic planning techniques used to formulate alternative strategies designed to achieve stated business goals.
Create a plan to implement a firm’s strategy and manage the change from current operations.
Analyze strategies for exerting the internal leadership needed to drive the implementation of strategic initiatives and improve operating excellence.
Use technology and information resources to research issues in strategic management.
Write clearly and concisely about strategic management using proper writing mechanics.
**attached are the grading rubric for this assignment along with the previous assignments**

Part 2: Business Plan – Lamar Rene
Course title:
Part 2: Business Plan – Lamar Rene'
A business plan for a start-up business clarifies the business idea and defines the company’s long-term objective. Moreover, a business plan offers a blueprint for running the company in addition to a series of benchmarks for checking the progress against (Brad, 2014). This paper provides a draft of my Business Plan as well as an Income Statement that contains the financials of my business plan for my start. The following components of the previously submitted sections are revised basing upon the received feedback: Company Description, Industry Analysis and Trends, Strategic Position and Risk Assessment, Target Market, Competition, as well as Marketing Plan and Sales Strategy. In addition, this paper provides an Ethics and Social Responsibility Plan which describes how Lamar Rene’ is committed to being a good corporate citizen.
Section 1: Business Plan
Company Description
The name of the start-up company is Lamar Rene’ Inc. It would be involved in production and marketing of an all natural, organic champagnes. This product is made with fresh fruits and is a non-alcoholic version of typically alcoholic drinks for instance cocktails and beers. As alcohol-free beverages, they would be produced yeast free to ensure the product is 0.00% alcohol by volume. It is worth mentioning that beverages that have labels stating the actual alcohol by volume help people from unknowingly becoming drunken drivers or inebriated (Roche, 2014). The organic beverages would be made using the best raw materials: organic fruits including passion fruit juice, mango juice, organic pineapple juice, and organic apple fruit juice. There would also be champagne with flavours of pear, peach and plum. This product offering is in line with the mission of this start-up, which is to provide consumers with a healthy alternative to the wide range of unhealthy beverages available in the marketplace.
The start-up company would be based in Washington DC area and the products would first be marketed and distributed throughout Washington DC suburbs of Alexandria, Forestville, Arlington, and Congress Heights before expanding across the North-East United States and in the New England region. It would be launched in Washington DC area where a gap in this market has been identified especially for people who do not drink alcoholic beverages. The organic beverages would be available in 700 ml and 300 ml glass bottles as well as 5 L cartons and 200 L barrels. The bottle’s classy design would give the product the image of a mature and premium brand. The beverage would have a sparkling texture to the consumer’s tongue albeit smooth in taste. My new brand called Alvaro will consist of two variants of non-alcoholic malt drinks, annex passion and annex mango, for which the company will seek to secure a wider customer base in the domestic sector of this new brand.
Industry Analysis and Trends
In the health-conscious world of today, a lot of people are cutting their consumption of alcohol. A survey conducted by the National Institute of Health revealed that 35 percent of all adults in America lead alcohol-free lifestyles and a lot of these individuals choose to do so thanks to health reasons (Tlapa, Miller & Washington, 2010). Whether marketed as soft drinks or non-alcoholic beers, Roche (2014) reported that malt-based and organic drinks are projected to grow as a category in the next few years. The consumption of organic and healthy non-alcoholic drinks is likely to rise. To further highlight that there are health concerns among consumers is that manufacturers are increasingly producing zero-sugar drinks given the concerns about the impact of sugar on obesity (MarketWatch, 2015). ...
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