GreeN Easy is an online organic food delivery company targeting customers in London and southeast England. It will sell locally sourced seasonal vegetables, herbs, and fruits directly from farmers to customers' doors within 24 hours. The management team is focusing marketing efforts on websites, social media, radio and newspapers to reach potential customers with high incomes. The main competitors are other online organic food shops and one local store. GreeN Easy aims to differentiate itself through its fresh, local, and seasonal products delivered quickly.

1. GreeN Easy
Alessandro Nurra, David Munchpeterson,
Tony Vega & Jun Okuno

2. GreeN Easy
• GreeN Easy is an internet based company selling & delivering
organic foods (Vegetables, Herbs & Fruits).
• Initially GreeNEasy will be targeting potential customers in
London and the South East.
• Visit our website or trade counter to purchase an array of
seasonal organic foods.

3. People
Management Team: Alessandro Nurra, David Munchpeterson, Tony Vega &
Jun Okuno
Employees: Management Team
Suppliers: Local farmers, Packaging firm, Courier
Customers: Focus on potential customers with high disposable income.
Support Team: Accountant, Solicitor; SEO consultant.

4. Opportunity
Profile: Business delivering organic seasonal produce into London and the South
East (Vegetables, Herbs & Fruits).
Marketing: Website, Facebook, Twitter, Blogging, Email newsletters to signed up
users, Google PPC, Radio Advertising, Newspapers; Metro & Evening Standard,
Telemarketing B2B, Networking clubs.
Customer Focus: Potential customers with high disposable income.
Avenues of Growth: Public, Business to Business (Restaurants, Offices); Local
Grocers. Alliance with food manufacturers.

5. Opportunity
Competition:
(4) Online based organic food shops: Abel & Cole, Fruit Company, Riverford, The
Organic Delivery Company.
(1) Shop front in London: Earth Natural Foods;
local Supermarkets/Grocers.
USP: All natural organic produce, produce in season, locally sourced; 24 hours
from field to door.
Timing Issues: Seasonal product promotions.
Strategic Alliances: Alliance with organic food manufactures.

6. The Context
P – Political:N/A (We only work in London)
E – Economic: Auto-financing,our own resource,get Funding from parents,involve
people who we know to finance our business.
S – Social:Our company respects and protects our employees from bad work s
conditions.
T – Technical:App,Internet and future ways of communication.
E – Ecology::The main point of our company is take care of environment and develop
an activity suitable with the respect of the health of environment and ,we only provide
fresh food from the soil to your table
L – Legal:Taxes payment(??)

7. Risk & Reward
• Risk: Lose the entire amount of investment, we can ensure our investment by
insuring our company with a insurance suitable with our needs.
• Timing:For delivery ,the order must be done 1 day in advance we take order
from 9:30 am to 6:30pm
• Communication:Facebook,Twitter,Apps,Google
• When to call it a day:We take order from 9:30 am to 6:30pm

8. Financing For the Company
The cost of warehouse storage & logistics
• Warehouse
The cost of warehouse storage is from £30.00 per week to £60.00 per week
depending on a capacity and a location.
• Delivery
NB. Most logistic companies charge based on an enquiry...
Potential competitors such as Fruits for Thought does a delivery that is free for
orders of £9.50 and above. And Organic Delivery Company does a free
delivery on all boxes priced at £13.95 and above.

9. Financing For the Company
Guide for start up projection
Cost to setup company: £20 to £200
Solicitor: £2,000 (one off- reviewed if trade conditions changed)
Accountant for each trading year £500
SEO consultant: £200 per month (approx. for 6 months) in the first year.
Target Revenue: £50000/month, Target Profit: £12500/month, aiming at 5
times of the targeted profits in 3 years time!
The guide for start up costs: About £16000, therefore £4000 for each

10. Website
GreeN`Easy website