Business Plan Packaged Tender Coconut Water


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Business Plan Packaged Tender Coconut Water

  1. 1. BUSINESS PLAN Startup Name: SwathiCo Product: Packaged Tender Coconut Water SwathiCo -Tasty, Healthy and Energizing Prepared by Rakesh K 3rd Sem, MBA Full Time, Roll No: 27 School of Management Studies, CUSAT
  2. 2. Table of contents: Contents Page No. 1.Executive Summary 3 2.0 Company Summary 2.1 Industry Overview 4 2.2 Company Description 4 2.3 Mission Statement 5 2.4 Critical Success Factor 5 3. Products 3.1 Product Description 6 3.2 Unique Features 7 3.3 Production Process and Technology 8 3.4 Follow on Products 9 4.0 Market Analysis Summary 4.1 Industry Analysis 9 4.2 Market Analysis 10 4.3 Competitor Analysis 11 5.0 Marketing Strategies 5.1 Targeting Strategy 12 5.2 Pricing Strategy 12 5.3 Distribution Channels 13 5.4 Promotion and Advertising Strategy 13 6.0 Development 14 7.0 Management 14 8.0 Operations 8.1 Operation Strategy 15 8.2 Location 16 8.3 Personnel Requirement 16 8.4 Production 17 8.5 Operational Expenses 17 9.0 Financials 9.1 Startup Funds 17 9.2 Breakeven Analysis 18 9.3 Projected Profitability 20 10.0 Financial Assistance 21 11.0 Conclusion 21 12.0 References 22
  3. 3. 1. Executive Summary SwathiCo is a privately held firm engaged in production of packaged tender coconut water. The water of tender coconut is a sterile, nutritious, thirst quenching health drink. The pure and sweet tender coconut possesses enormous therapeutic properties and is a thirst quenching refreshing health drink for all age groups. It is loaded with natural sugars, salts, and vitamins and is low in fat, calories and has no cholesterol. It's a highly rejuvenating tonic that can ward off fatigue in an instant. SwathiCo takes the nature’s gift in its natural form by offering the tender coconut water in cans and simple packets that are food grade and eco-friendly. Our emphasis is on delivering God’s gift in its true and natural form. We promote our product as a natural thirst quencher, a health drink and also as a substitute for artificial energy drinks.SwathiCo offers quality coconut water drink in its natural form. Our vision is to be one of the largest producers of packaged tender coconut water by the year 2015 and to be a major player in the natural foods market by 2025. Farm fresh tender coconut are selected and natural tender coconut water is squeezed out, untouched by hand and put through a special process and packed in food-grade cans, which keeps it fresh for 9/18 months. The taste is natural and hence good. Tender Coconut Water is considered the healthiest & best sports drink in the world, because it contains vitamins and proteins. The benefits of tender coconut water discovered by ayurvedic experts centuries ago, is even today being put to use in modern hospitals worldwide. The size of soft drinks industry is estimated to be approximately 50 billion dollars and is growing at a rate of 6 to 7% annually. The per capita consumption of soft drinks in India is around 5 to 6 bottles compared to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines 173 and Mexico 605.Coconut products are gaining popularity world wide .FAO studies contributed significantly to its new acceptance by raising the level of respectability of coconut products.SwathiCo aims at capturing the huge potential offered by both domestic and international market. Tender coconut water is recommended for people of all ages. With the consumers turning health conscious and preferring natural products, we believe that our product has a strong market both in domestic circles and in countries abroad. Our main target customer is the ordinary ‘aam admi’(common man on the roads).Secondly we target the young generation who have a fancy for energy drinks. We also target the sport persons with our special energy pack. We want to make available our drink for homes,offices,hospitals,sports persons,marriages,other occasions, hotels and restaurants. The market and financial analysis indicate that with a initial start-up expenditure of Rs.
  4. 4. 24 lakhs.SwathiCo can generate 13 lakhs in sales in first year, 15 lakhs in sales in second year and about 23 lakhs in sales in third year.SwathiCo aims at achieving net profits of 7lakhs by end of third year. We achieve our breakeven target in about 2.5 year’s times. Advantages of investing in this industry: Good average returns on investment over the life of the project. Faster recovery of investment Year round availability of cheap raw materials. With the use of appropriate machinery, the labor involved is not expensive, as it is mostly unskilled and widely available. A global market Government incentives for agro-processing operations. 2.0 Company Summary 2.1 Industry Overview The Indian packaged tender coconut water is still an industry in its development phase.There exist very few players in this market.SwathiCo aims to position its product in the general market where exists players like Pepsi, Coco-Cola,Parle Agrofoods etc who are major players in soft drink segment.The emerging trend among the consumers to go for healthy and natural food products will drive this industry. Coconut water is a fruit juice with many unique features and a major one is its low calorie content when compared to other 100% juice products – it has slightly less than half the calories of apple or orange juice. This makes it a very attractive prospect for weight management- positioned juices. 2.2 Company Description SwathiCo will primarily engage in extracting, processing and packaging of tender coconut water into cans, bottles ready to be delivered to the stores. It is a privately held firm.SwathiCo will be located at Perumbavoor in the state of Kerala.We have identified a location which is closer to the coconut farms and a good supply of water throughout the year.SwathiCo sources the tender coconuts for its requirement from its own farms and also additionally from other farmers directly. Our processing unit has an capacity of processing 20000 litres of tender coconut water annually. We intend to use modern technology for extraction of coconut water. The machines will will be sourced from Coimbatore and customized for our requirements.SwathiCo will get the storage technology from the Defence Food Research Laboratory, a Premiere Defence Lab, under the aegis of Ministry of Defence, Government Of India by paying a one time license fee of Rs 3lakhs.
  5. 5. 2.3 Mission Statement We promote our product as a natural thirst quencher, a health drink and also as a substitute for artificial energy drinks. To deliver tasty,healthy and high quality tender coconut water in containers to its customer.At SwathiCo,we place great importance to health, hygiene and safety while making our products.We want to showcase this natural drink and evolve as a big brand in soft drinks market. Tagline: Tasty,Healthy and Energising Our Logo: Our Logo depicts the nature fresh tender coconut being packaged in green and eco- friendly containers. 2.4 Critical Success Factor Coconut water is incredibly healthy and one of the best drinks to hydrate the body. Besides helping to remove toxins from the body and aiding digestion, coconuts have amazing anti-viral, anti-fungal and anti-microbial properties that help to cure the disease. Our products are nature friendly and health conscious with no harmful addictives that are usually found in other soft drinks. Coconut water accounted for 67% of 100% juice retail volume sales in 2010, compared to 47% in 2005 and 21% in 2003. As packaged food and beverage markets continue to develop in terms of sophistication, consumers will eventually be compelled by the advantages of purchasing their favorite liquid refreshment in an easily portable, convenient and hygienic format to suit consumption occasions in more formal environments, e.g. at the office or at school. The support from the Coconut Development Board and technology support from other premier agencies like Defence Food Research Laboratory, a Premiere Defence Lab are
  6. 6. critical factors as a sophisticated technology is required in both pest control and long term storage. This product exerts universal consumer appeal on the premise that unadulterated, natural, virtually unprocessed, “pure” products are healthiest for the human body. This is underlined by Euromonitor International's health and wellness data, which shows that the naturally healthy category is the most sizeable in terms of value, accounting for almost 40% of total global health and wellness sales. Another category, and one which is often touted as coconut water's spiritual home, is sports drinks. This category is sadly lacking in offerings positioned as natural at present. Sports drinks are viewed by many as chemical concoctions, not helped by the fact that they come in a range of lurid colours – the very antithesis of natural. The key stumbling blocks are sourcing and price point. For instance, coconut water sells for roughly double the price of mass-market sports drinks. The procurement of coconut water is still fraught with issues of availability, quality and perishability. These problems will have to be addressed in order to bring coconut water beverages close to the price points of existing products in the categories in which they hope to compete. The pest attack on coconut trees makes it difficult to get the required number of tender coconuts from local place and for this reason we may have to source them from neighboring states like Tamil Nadu and Karnataka.Here optimal logistics cost will play a vital role in the profit margin. 3. Products 3.1 Product Description We intend to sell the extracted coconut water in cans, bottles and eco-friendly packs. Our product offerings include 1.”Coco-Cool” – A Natural thirst quencher 2.” Qi” – A special coconut drink with different flavours (Chocolate etc) 3. “H-Plus” – A proprietary Coconut Water with herbal extracts, specifically targeted at the health conscious segment. 4. “ Joules “– Promoted as a sports drink/Energy Drink The small packs will be of 200 ml priced in the same range as the other fruit drinks in the market. The larger capacity cans and bottles will be offered in the capacities of 1 L.
  7. 7. 3.2 Unique Features The SwathiCo aims to offer high quality products in attractive packages which are easy to use and eco-friendly to dispose of. The unique features of our product are: • Product offered in Natural form as well as different flavours • Offering in various quantities as per the customer need • No more carrying heavy tender coconuts from outside. For 4 tender coconuts each weighing approx 2 kgs, i.e. 8 kgs could be easily replaced by our 1 lt bottle having the same and equal but less than a Kilo! And further the messy work of cutting, untidiness and last but not the least, waste of tender nuts. • Our product can be served chilled which may not possible in case of tender coconuts and has a long storage life. • No need of a knife to cut it, and no worrying about the knife's cleanliness. • Strict quality and hygiene measures at our factory will ensure that the product is safe. • Patients in hospitals are safer from infection because no chopping and transfer to glass is involved. Just pierce, insert the straw and drink. • The inconvenience of keeping bulky tender coconuts is also eliminated. • Available at the nearest supermarkets/retail shop/medical store. May be even at the pharmacy inside your premises. Some facts about coconut drinks: • Coconut water contains more potassium (at about 294 mg) than most sports drinks (117 mg) and most energy drinks. • Coconut water has less sodium (25mg) where sports drinks have around 41mg and energy drinks have about 200 mg. • Coconut water has 5mg of Natural Sugars where sports and energy drinks range from 10-25mg of Altered Sugars. • Coconut water is very high in Chloride at 118mg, compared to sports drinks at about 39mg. 3.3 Production Process and Technology The starting point is selection of coconuts suitable for processing.Coconut Water of 6-7 month stage is first filtered through pressure filters and then mixed with the desired proportion of additives plus sugar and concentrated to the appropriate level. The water is then packed in pouches/cans/bottles and retorted in an autoclave, after which it is cooled in a stream of cold water. The Coconut Development Board in collaboration with Defence Food Research Laboratory, Mysore has developed the technology for packing tender coconut water in
  8. 8. pouches/aluminium cans, which is available at a total lumpsum transfer fee of Rs.3 lakhs.We intend to source this technology after paying the necessary fees. Fig: Process Flow Chart The Quality checks are done after each stage at regular intervals, right from the time the raw material arrives to the final check before water is packaged. Washing Tender Coconut Breaking Shell Tender Coconut Water Filtration Adding Sugar Bottling/ Packing Chilling Storage
  9. 9. The shells are cracked open with the use of thick heavy-bladed, pointed knives that are also used to extract the kernel from the shells. Alternatively, the coconuts may be halved and removed with the use of a rotary grater. Unnecessary handling of the kernel may also lead to the spread of bacteria and other contamination. We intend to use machines with this facility to do this operation to ensure cleanliness.Special customized machines are used for extracting and packaging purposes. The machinery will have the following components. The shell breaking unit Coconut water collection tank Filter: The micro filtration is carried out in two stages; pre-filtration using a 0.80 µm pore membrane prior to going through the final micro filtration using a 0.20 µm membrane. Additive mixing tank Coconut water storage tank Volumetric filling machine After being contained into respective packs, the product is shifted to the company storage facility. All the equipments that are required can be sourced locally. 3.4 Follow on Products SwathiCo currently concentrates on tender coconut water but it has plans to utilize the kernel and develop them into marketable product. Besides the shell and other waste are proposed to be sold off as scrap but we have plans to convert them into usable goods after acquiring necessary technology. Thus diversification is on the cards. We also plan further research and development activities in the field of coconut harvesting, processing and storage of coconut water. 4.0 Market Analysis Summary 4.1 Industry Analysis The per capita consumption of soft drinks in India is around 5 to 6 bottles (same as Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines 173 and Mexico 605. The industry contributes over Rs 12 bn to the exchequer and exports goods worth Rs 2 billion. . An NCAER study says that 91% soft drink sales are made to the lower, middle and upper middle classes. Euromonitor International's soft drinks data shows that Brazil is currently the world's largest market for packaged coconut water. Coconut water accounted for 67% of 100% juice retail volume sales in 2010, compared to 47% in 2005 and 21% in 2003. This rapid share gain came primarily at the expense of orange juice.
  10. 10. Fig: Demand for Aerated Drinks Demand for Aerated Drinks:Past & Future 330 359 373 388 403 479 0 100 200 300 400 500 600 2005-06 2006-07 2007-08 2008-09 2009-10 2014-15 Year mncases Source: Ministry of Food Processing Industry,Govt. Of India 4.2 Market Analysis Tender coconut water is recommended for people of all ages. With the consumers turning health conscious and preferring natural products, we believe that our product has a strong market both in domestic circles and in countries abroad. Our main target customer is the ordinary ‘aam admi’(common man on the roads).Secondly we target the young generation who have a fancy for energy drinks. We also target the sport persons with our special energy pack. We want to make our drink available for homes,offices,hospitals,sports persons,marriages,other occasions, hotels and restaurants. Initially our efforts aim to conquer the south Indian market. The popularity gained by coconut products abroad, gives us a good scope to export our products.
  11. 11. The recent studies showing the impact of aerated drinks on health has turned customer to ignore such artificially produced drinks and go for natural food drinks.The rising population will require larger amount of food drinks.Our product will be a natural thirst quencher during the long summer months and during these days we see demand picking up in Northern Parts of the country. Market Structure 62% 38% Overall Cola Drinks: Fruit Drinks Source: Ministry of Food Processing Industry,Govt. Of India There is a huge potential for our product to compete against the cola drinks.We also focus on areas like Delhi,North Indian States where there is huge demand for tender coconut. 4.3 Competitor Analysis Pepsi and Coke are the major players in soft drink industry.Dabur and Parle Agro are already into fruit juice drinks.There are however few major players in coconut water processing with Cocojal from Jain Agro Foods being the leader. The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In India, Coke and Pepsi have a combined market share of around 95% directly or through franchisees. There are about 110 soft drink producing units (60% being owned by Indian bottlers) in the country. Some of the leading Brands are Coca Cola, Thums Up, Limca, Fanta, Gold Spot, Rim Zim, Maaza, Pepsi, Mirinda, 7'UP, Mangola, Slice, Duke's, Lemonada, Crush, Canada Dry, Campa. 5.0 Marketing Strategies The health benefits offered by our product will be the theme and key driver for our promotion campaigns. We intend to capitalize on the promotions by government agencies
  12. 12. like Coconut Development Board, who have been involved in product promotion campaign. We also plan to enter into tie-ups with schools and colleges to offer our product to them by establishing a counter at their campuses.To bring the product to the masses, we will offer our product at all stores,retail outlets. Financial assistance is provided by the government for market promotion of coconut products through the media, participation in exhibitions / developing / hiring display facilities in super markets, adopting attractive packaging etc. @ 50% of the project cost limiting to Rs.10.00 lakhs for individuals.We intend to use these options.Our products will be offered at railway stations and bus stands through our partners. To gain popularity among the masses we also propose to have a leading sports personality to endorse our product.We will enter into tie-ups with health centres,Gym Centres to offer our health and energy drinks. 5.1 Targeting Strategy Our products fall into four categories viz., 1.” Coco-Cool” – A Natural thirst quencher.We promote this as a replacement for artificial soft drinks. 2.” Qi” – A special coconut drink with different flavours (Chocolate etc).This is targeted at young generation who want variety.We also intend to capitalize on this product as an export oriented product. 3. “H-Plus” – A proprietary Coconut Water with herbal extracts, specifically targeted at the health conscious segment.The hospitals and health centres will be our main customers.The product will be made available to general public through medical stores.This will be a propriety product from our company. 4. “Joules “– Energy Drink, Promoted as a sports drink.Targeted at the sports persons or gym goers. 5.2 Pricing Strategy Our products are nature fresh and are competitively priced. To penetrate market we will follow penetration pricing in some markets which are dominated by artificial drinks. On basis of analysis, we arrive at the following prices for our products. Product Name Rs Reasons Coco-Cool 20 At price lower than competitor Qi 25 Priced due to its uniqueness H-Plus 54 Priced due to its uniqueness Joules 31 Priced due to its uniqueness
  13. 13. 5.3 Distribution Channels We have identified few distribution agencies as our partner but final selection depends on the reach and cost benefits. For other states, we are planning to enter into alliance with major distributors of food products as they have already a well established network and reach. 5.4 Promotion and Advertising Strategy Mass marketing will be employed by advertising via conventional media. The Foreign tourist arriving in Kerala will be offered the products. We also plan to start on-the-go stores by offering our drinks at busy junctions and school areas.The total budget for marketing activities has been pegged at Rs.1000000.The funds available from the government will be effectively tapped for promotion. We are launching the products as a healthy and natural energy drink and this will be reflected in our promotion campaigns.Creating awareness about the health benefits of coconut water will our major challenge. Numerous medicinal properties of tender coconut water reported are:- Good for feeding infants suffering from intestinal disturbances. Oral rehydration medium Contains organic compounds possessing growth promoting properties Keeps the body cool Application on the body prevents prickly heat and summer boils Kills intestinal worms Presence of saline and albumen makes it a good drink in cholera cases Checks urinary infections. Excellent tonic for the old and sick Cures malnourishment. Diuretic Effective in the treatment of kidney and urethral stones Can be injected intravenously in emergency case. Found as blood plasma substitute because it is sterile, does not produce heat, does not destroy red blood cells and is readily accepted by the body. Aids the quick absorption of the drugs and makes their peak concentration in the blood easier by its electrolytic effect. Urinary antiseptic and eliminates poisons in case of mineral poisoning. We also plan to sponsor sports event like cricket matches, etc.As a part of our product launch, a Kochi Marathon will be organized and all participants will be given free samples of our product. To attract the foreign customers, we intend to use internet marketing and other new age marketing tools.
  14. 14. 6.0 Development The road map for development is given below: In two years down the line, we expect to capture 10% market share in the overall soft drinks market. We break even in the 2.5 years. Our total sales turnover will be Rs 23, 00,000 in the year 2015. 7.0 Management SwathiCo is a privately held firm led by a team of young enthusiastic individuals and guided by experienced senior professionals. Our team structure consists of Rakesh who will be chief officer. He is currently pursuing management degree from Cochin University of Science and Technology. Shri. S. K. Nair will be responsible for finance and accounting. He is the co-promoter of this project. He has vast experience of about 35 years at leading corporates handling finance and tax related matters. Mr.Sooraj will
  15. 15. handle the operations and distribution channels respectively. He has rich experience in distribution, marketing and sales. 8.0 Operations 8.1 Operation Strategy SwathiCo will source the tender coconuts directly from its own farms.Our key strategy is to minimize the dependence on external players for tender coconuts. To meet extra demand we have plans to source tender coconuts from other farmers directly.The farm fresh tender coconuts are then processed and coconut water extracted.This water is refined and addictives are added.After this the water is packed into cans.This is then taken to the cold storage and later placed in company warehouses.From the warehouses the product is taken to the retailers with the help of distribution partners.A flowchart below depicts the major processes involved. Fig: Process Flowchart To account for huge demand we also plan to source the tender coconuts from Tamil Nadu.The plant will be run in two shifts operating from 6 a.m. to 2 p.m. and from 2 p.m. to 10 p.m.All days except Sundays will have two shifts. Sundays will be utilized for preventive maintenance activity if any. We will rent trucks which will be used for transporting the coconuts from farms to the factory. The capacity of 1 truck is approximately 5000 unprocessed coconuts. Rented trucks will be used once a week to transport the stored shells from the company to the charcoal industry. The end product is transported in special trucks with refrigeration and cold storage facilities to the retailers. Cans are transported Taken to Fresh Tender coconuts from Farms Bottling UnitTransported Factory Storage Shed Extraction of Water Retailer / Shops Company WarehousesCustomer
  16. 16. 8.2 Location Our unit will be located at Koovapady, Perumbavoor in the state of Kerala.This place has various advantages like easy availability of raw material. It is close to International Airport. The place has good road connectivity. The place is approximately 30 km from Kochi.It would be convenient to cater to the market as the place is connected to all important places via road link. The availability of cheap labor also adds to our advantage. 8.3 Personnel Requirement The total manpower requirement for our project is about 7 persons including the management team. We plan to recruit the locals and provide them training. The details of the staff required are given below along with the nature of job. Manpower requirement/Roles Total Including Both Shifts Type of Labor Salary/Wages Rs. per person/month Total Salary /Wages Total annual salary Operators 2 Skilled 6000 12000 144000 Loaders/Helpers 1 Unskilled 4000 4000 48000 The executive team comprises of 4 members including two promoters in charge of overall operations. Executive Team No. Roles Annual Salary Marketing and Logistics 2 Customer management, Distribution channels handling, Marketing Strategy, Logistics 288000 Management/Operations 2 Overall responsibility, Finance,HR,Accounting,Taxes,legal Promoters The total payroll comes to Rs.480000 per year. The operators will be provided training to operate the machines. They will also be trained to do some minor maintenance and repair work. We plan to get trained at Technology Development Centre, Coconut Development Board, South Vazhakulam, Aluva.In the expansion phase when we add more capacity ,we will be recruiting extra persons for the required functions and provide them with necessary training.
  17. 17. 8.4 Production The key processes include coconut water extraction using the machines and filtration process. After this we will be adding additives/flavors as per the requirement. The water is then chilled and packed into cans of 200ml sizes. Strict Quality control is ensured at different points by physical inspection and lab testing. The operator will be trained on these aspects too. We will be producing 200 cans of 200ml capacity per day which amounts to about 60000 cans annually. In addition to this we also have plans to introduce larger capacity bottles of 1Litre gradually. A tender coconut has about half a litre of water in it which means we need one such coconut to make two cans. Very good quality of tender coconut has about 0.75 L of water. The total capacity of our unit will be about 20000 litres of coconut water annually. 8.5 Operational Expenses We will source the coconuts at Rs12 per nut.The total initial investment is 24 lakhs.The major expenses include the raw material costs which is about 5 lakhs.To optimize the power cost we plan to alter the requirements of machine for processes which could be done easily by humans. 9.0 Financials 9.1 Startup Funds To arrive at the figures we have certain assumptions as mentioned. We assume that on an average one tender coconut will deliver about 0.5 L of tender coconut water. This means 1 tender coconut can cater to 2 cans of 200ml each of the final product. Our daily production capacity is 200 cans of 200 ml size. Total working days in a year = 300 days Assuming that we run the plant to full rated capacity, working 300 days in a year we need about 200 cans * 200 ml * 300 days i.e. 12000 litres of tender coconut water. We will source about 100 coconuts per day which means we will have about 30000 coconuts annually. This will deliver about 15000 litres of fresh coconut water. Even assuming worst case scenario we have a buffer of 3000 litres. Initial Start-up Costs in Rs. Land and Buildings 1200000 Machineries 700000 Storage Facilities 200000 License Fee To DFRL (One 300000
  18. 18. time) Total Cost in Rs. 2400000 Other Costs: Other cost In Rs Salary 480000 Raw material cost 360000 Sugar + additives cost 30000 Fixed Cost 2400000 We assume that we will get the nuts at Rs 12 per nut. The total requirement for nuts being 30,000 nuts annually. Thus Total Start up Cost is Rs. 32, 70, 000. We expect to raise Rs 1300000 of our own capital and borrow the remaining for remaining funds as a 10 year loan. The machinery and equipments cover hand tools, paring knives, coconut de-shelling machines or manual devices to crack open nuts, stainless steel buckets and containers, Packaging machines, Cans, bottles or plastic pouches, buckets, electrical water pumps and hoses,AC Generator. 9.2 Breakeven Analysis The following assumptions are made: The total production of coconut water is about 60000 cans (200 can/day X 300 days).Also we assume there is no inventory i.e., the amount of cans produced is sold in the market. For different product categories we have taken the proportion of market we want to capture initially. The following table gives the total sales turnover for the first year. Table: Sales Forecast Total cans sold: 60000 Product Price / Unit Percentage of total volumes % No of cans Sold Sales in Rs. Coco-Cool 20 40 24000 480000 Qi 25 20 12000 300000 H-Plus 54 30 18000 972000 Joules 31 10 6000 186000 Total 1938000 The total fixed cost comes to Rs 2640000 after taking into account the interest paid for the loan (12 % worst case). Total Fixed Cost in Rs.
  19. 19. Fixed costs 2400000 Interest on loans 240000 Total Fixed Cost 2640000 Breakeven quantity is given by Q = Total Fixed Costs/(Price/Unit – Variable Cost/Unit) Quantity Sold 60000 Price per Unit 32.4 Variable Costs 870000 Variable Cost per unit 14.5 Total Fixed Cost 2640000 Break even Quantity 147486 The break even quantity is 1, 47,486 units and is achievable in 2.5 years time assuming that the production is 60000 units per year. The calculations are shown below. Units -->Break event Analysis 0 60000 90000 120000 150000 160000 200000 Sales 0 1980000 2970000 3960000 4950000 5280000 6600000 Total Fixed cost 2640000 2640000 2640000 2640000 2640000 2640000 2640000 Variable Cost/Unit 14.5 14.5 14.5 14.5 14.5 14.5 14.5 Total Variable Cost 0 870000 1305000 1740000 2175000 2320000 2900000 Total Cost in Rs. 2640000 3510000 3945000 4380000 4815000 4960000 5540000
  20. 20. Breakeven Chart 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 0 50000 100000 150000 200000 Units CostinRs Sales Total Fixed Cost Total Variable Cost Total Cost 9.3 Projected Profitability The projected profit and loss statement is shown below. Projected Profit and Loss Year 1 Year 2 Year 3 Income Sales Turnover 1260000 1452000 2310000 Other Income 150000 165000 181500 Total Income 1410000 1617000 2491500 Expenditure Raw Materials 450000 495000 544500 Power Cost 150000 181800 219978 Employee Cost 480000 489600 499392 License Fees 300000 0 0 Miscellaneous Expenses 150000 300000 330000 Total Expenses 1530000 1466400 1593870 Profit -120000 150600 897630 Taxes 0 15060 89763 Interest Expenses 240000 240000 240000 Net Profit -360000 -89400 657630 Net Profit/Sales -28.6 -6.2 28.5
  21. 21. Some assumptions made are that there will be changes in the market mix of products offered in consecutive years. We have not considered the government subsidies while making the projections. Interest rates are calculated at a rate of 12 % annually. The first year shows huge losses due to the one-time license fees of Rs 300000 that is paid to acquire the technology from DFRL. 10.0 Financial Assistance Coconut Development Board provides Financial Assistance under Technology Mission on Coconut to entrepreneurs for setting up /modernizing / expanding coconut processing units and promoting value added coconut based products. We wish to make use of this facility. 11.0 Conclusion Our company makes products that are healthy and has a huge demand both in India and outside. The location of our factory helps us in getting raw materials at a low cost. Plant is well connected to other places which ensure smooth logistics.SwathiCo is into a business which is widely promoted as eco-friendly. The government is promoting the food industry in a huge way as it is seen as an emerging industry. It’s a recession proof industry. We are investing in latest technology to extract coconut water and store the final product. The plant is located closer to other major places in Kerala like Aluva, Ernakulam,Angamaly etc.We have solid growth plans as we plan to invest more to diversify into other coconut products. The product has a huge export potential. To take into account the risks arising from pest attack on coconuts; we have plans to source them from TamilNadu and Karnataka. Coconut product industry has been growing leaps and bounds due the efforts taken by the government authorities. Besides there is a changing perception among the people about the artificial drinks as we see them shifting to natural drinks. The tender coconut water has many advantages over the other fruit drinks.
  22. 22. 12.0 References 1. 2. 3. 4. Shell%20Powder.pdf 5. 6. Good Practices for small-scale production of bottled coconut water ,Rose Rolle,accessed via 7. magazine/2010/may10/nut/Coconut.html 8. Processing-Plant.html 9. 10. 11. 12. market-share/116637/on 13.