FUND RAISING PROPOSAL Submission Date & Time : 2021-02-28 09:47:16 Submitted By : Priyanka Tiwari - From Team Edison

1. FUND RAISING
PROPOSAL
Make Healthy and Delicious Food for
your loved ones with Garden – Picked
produce promptly delivered to your
Doorstep.
A GOOD TIME FOR A FRESH
START

2. Fund Raising Proposal
FOR THE FRESH GROWERS
Submitted by:
The Finance Department
233 Kalyani Nagar
3456 Capital City
Pune
Telephone: +214-879-8806
Fax: +214-879-8805
Email: info@freshgrowers.com
Website: freshgrowers.com
Contact Person: Chitranjan Desai
Project Title:-
Business Expansion in 3 Metro Cities:
A project by Fresh Growers of procurement and delivery of farm fresh produces and organic
farming to consumers in ease in next 2 years with the idea of providing fresh and unadulterated
farm produce.

3. EXECUTIVE SUMMARY
This Farm – to - Table business plan is for Fresh Growers, a new intermediate company,
bridging the gap between Farmers and Consumers is located in a trendy neighborhood of Pune,
Maharashtra. Fresh Grower’s emphasis will be on organic and fresh farm produce. An emphasis
on organic ingredients is based on Fresh Grower’s dedication to sustainable development.
Additionally, the business procures and delivers Fresh Farm Produces when possible, reducing
but also maintaining a certain dependence on fossil fuels used for transportation.
Services
Fresh Growers offers Indian population fresh and unadulterated farm produce to have great food
in a social environment. Fresh Growers forecasts that the majority of purchases will be from the
nearby village Farmers, to get a supply of fresh seasonal Produce. Eventually, leading the
consumers to try out some Ethnic recipes with a diverse, unusual menu. Mr. Chitranjan Desai
will also be emphasizing healthy produces, recognizing the trend within the restaurant industry
for the demand for healthy cuisine.
Customers
Fresh Growers believes that per household daily average buying is 200 INR and due to the
Lockdown impact of 2020-2021, the number of active subscribers has seen a major growth from
Quarter 1 to Quarter 2. Also, Fresh Growers believes that the market can be segmented into four
distinct groups that it aims to target. The first group is the lonely rich. The second group that will
be targeted is young happy customers which are growing as potential customers. The third group
is rich hippies who naturally desire organic and farm fresh produce. The last group which is
particularly interested is dieting women who have a different kind of inclination towards health.
Management
Fresh Growers has assembled a strong management team. Himanshu Ahuja will be the Leader.
Amogh will be the Head of Marketing Department. Arijit Goswami will be the head of
Information Technology and Business Analytics Department. Zerry Saifi will be the Head of
Human resource department. Priyanka Tiwari will be responsible for all of the finance and
accounting functions. Most important to Fresh Growers is the financial success which will be
achieved through strict financial controls. Additionally, success will be ensured by offering a
high-quality service and extremely clean, non-greasy farm produces with interesting twists.
The market and financial analyses indicate that with a start-up expenditure of 825000 INR, Fresh
Growers can generate over 351000 INR as Monthly expenditure.Profitability will be reached by
year two.

4. Objectives:-
1. To Expand Business to at least 3 Metro Cities, in next 2 years.
2. Sales more than the First year in the Second Year.
3. Profitable in the year two, better than 7.5% profits on sales by year three.
Mission:-
Fresh Growers is a reliable source of Farm Fresh produces, combining an intriguing atmosphere
with excellent, interesting organic and healthy Produce that is also very good for the people to
eat. We want fair profit for the owners, and a rewarding place to work for the employees.
Aims of Project:-
Branches have been an inherent part of Fresh Growers, since the Company’s inception, with a
small number being the founding force of the very strong and well established branch structure
we have today. As a result of analysis and conclusions emerging from three major pieces of
research, this is the branch evaluation and research.
Key findings from the brand research highlighted the following:-
• Members have a purely functional relationship with Fresh Growers.

5. • Fresh Growers is seen as distant and operating at arm’s length from branches, and therefore,
from members.
• Members get their networking and support through branches.
• Branches “own” the emotional relationship with members.
The request to implement business in at least 3 metro cities the staff was formed with the specific
role to consider the following:-
• The aims and roles of branches.
• The governance architecture surrounding the branch network, including reporting lines,
accountability etc.
• The branch experience.
• The support structures which are needed for the branch network.
Methodology:-
The branch review was conducted via information gathering, evaluating the data and putting
forward recommendations. Information was gathered from a number of sources including
questionnaires, surveys and extensive consultation. Views were obtained from branch officials,
Council members and staff directly involved with branches. A comprehensive evaluation of this
information was undertaken, which led to the following recommendations being proposed:-
Recommendations:-
Recommendation 1
That the Board of Trustees confirms that the overarching mission for Branches is to strengthen
and add value to the relationship between Fresh Growers head office and the wider membership,
and re-confirms its support of the previously agreed position of the role and scope of branches,
outlined below:-
• Provide learning opportunities and local support to Fresh Growers members.
• Support the Fresh Growers corporate strategy and aim to link activities to central objectives or
campaigns.
• Support and reflect the Fresh Growers corporate brand and aim for high
quality/professionalism.
• Offer networking opportunities for members.
• Be a conduit for 2-way communication between the membership and Fresh Growers corporate
structures.
• Retain existing Fresh Growers members by offering local services (as above).
• Engage branch members and increase branch attendance.

6. • Engage with local communities and raise the profile of Fresh Growers and the profession on a
local level.
• Adapt to meet local members’ changing needs.
• Be accountable for their performance and funding (report on objectives and plans).
• Recruit new members to Fresh Growers.
Recommendation 2
That branch funding move to a system which finances branches against their planned activities
(with certain basic materials being funded centrally in order to give inter-branch consistency),
with an additional contingency fund.
Recommendation 3
That the President’s Distinguished Service Award be given greater prominence and publicity and
be used more widely to recognize those members who have played a significant role in our
branch network.
Budgetary impact: Presidential Team travel and accommodation costs may increase but this is
hard to determine at this stage.
Recommendation 4
That a branch handbook be developed as quickly as possible. The structure of the handbook to be
in at least two parts – mandatory elements – finance, branding etc and guidance, maximising
attendance, selecting venues etc.
Budgetary impact: 825000 INR (approximately).
Conclusion:-
These recommendations are designed to ensure that the branch network is fit for purpose going
forward, and has the underlying support structure to ensure that the branches are able to
effectively engage in the delivery and procurement of Farm Fresh Produces of the Company and
in Fresh Growers’s corporate strategy.

7. ORGANISATIONAL OVERVIEW AND MANAGEMENT
Company Summary
Fresh Growers is a single-unit, medium-sized Procurement and Delivery Agency. We focus on
organic and creative farm produces. The Company will be located in a prime neighborhood of
Pune, Maharashtra. Most important to us is our financial success, but we believe this will be
achieved by offering high-quality service and extremely clean, non-greasy farm produces with
interesting twists.
Company Ownership
The company is started out as a simple sole proprietorship, owned by its Founder, Mr. Chitranjan
Desai.
Start-up Summary
The founder of the company is Mr. Chitranjan Desai. Chitranjan was working in USA with a
fortune 500 company in IT Sector. After a well-paid job and a stable career in concrete jungle
called cities, his yearning to get closer to nature became stronger and small gardening activities
was unable to content his desire. He stumbled upon few old Indian food related books and found
that eating freshly grown foods has high benefits to our bodies. Idea stuck with him as he has
seen so many farm to table restaurants in USA as well. Finally he decided to come back to India
to do something with Farm-To-Table concept.
He has decided to start a business of procurement & delivery of Fresh Farm produces. Where he
will procure farm produces from nearby farmers and will directly deliver to consumers. We have
found the location and secured by paying 25000 INR annually. We will be able to set up shop in
time to begin turning back a profit by the end of month eleven and be profitable in the second
year. The place is already equipped as a restaurant so we plan to come up with a total of 10 Lakh
in capital.

8. Start-up Funding
Start-up Expenses to Fund 525000 INR
Start-up Assets to Fund 300000 INR
Total Funding Required 825000 INR
Market Analysis Summary
Because of the founders’ connections within the very trendy area of Pune, we have an excellent
feel for the area and its core group of customers. They will all share something alike, which is a
feeling of being in the “in crowd” and having “gotten it” in life. Although the crew will be
different and not connect with each other in each segment, each segment is complementary to the
others. We do plan to make sure we are charging a premium for the feeling of being in the “in
crowd.”
Market segmentation
The Lonely Rich
Most of the lonely rich are tech workers these days, and most of those tech workers are Internet
workers. Their life has become their website servers and code they write, and the people who
help them to make the decisions in that world. They hang out with each other, but desperately
want to get away from it and use the money they are racking up. Because this wealth has come

9. fairly easily for them, it is particularly easy to separate them from their money again – they
spend the most on drinks, appetizers and tips.
Young Happy Couples
Fresh Growers does want to be a social place where people meet each other and develop a
network. These young couples are generally very successful but balanced and won’t be spending
as much on drinks.
The Rich Hippies
The rich hippies in Pune are a massive group with tremendous influence over the city’s
government and private enterprise. They wear tie-die but drive BMWs and crave the feeling of
being in a social circle that is changing the world – even if in different ways than in their glory
days. We will cater to their ecological ideology and contribute to charities to help them part with
more of their money.
Dieting Women
The organic food menu will always have a line of extremely delicious very low-fat meals. Fresh
Growers will have tables of women to discuss all types of matters while feeling good about the
food they eat.

10. Strategy and Implementation Summary
Our strategy is simple, we intend to succeed by giving people a combination of great, healthy,
interesting food, and an environment that attracts “trendy” people like a magnet. Implementation
isn’t simple, but that’s in the doing of it, not in the plan.
Sales Strategy

11. PROJECT DETAILS, IMPLEMENTATION PLAN AND BUDGET
Branches – Current situation
As the Table below highlights, the Head Branch is Pune, Maharashtra which is currently working
and the Other three branches are yet to start:-
Location Branch District
India (Main Branch) Maharashtra Pune
India Delhi Delhi
India West Bengal Kolkata
India Tamil Nadu Chennai
Support:-
At present, support and administration of Branches is provided by the owner of the Company
Mr. Chitranjan Desai.
Contribution to the corporate Strategy:-
As indicated in the introduction, the branches network plays a key role in enabling Fresh
Growers to achieve its strategic priorities, and provides a mechanism through which members at
large can feel engaged and connected with the strategy. An outline of ways that this is achieved
in relation to specific priorities is detailed below:-
Raising the profile of health and safety and the influence of Fresh Growers:-
Branches contribute in a wide variety of ways to this particular priority with examples being
given below, however the raison-d’être of the branches network is its ability to strengthen and
improve the relationship between IOSH and the membership at large in both a functional
capacity and in a way that has direct relevance to individual members.
• Assisting in rolling out national campaigns, thereby increasing the scope of media relations.
• Branch attendance is not static, and the branches network plays a vital role in encouraging
members (as well as non-members) to attend meetings, events etc.
• Those members who volunteer to be branch officials have a pivotal role to play in many
outwardly facing aspects, not least in the crucial role of brand ambassadors for Fresh Growers.

12. • Encouraging more members to volunteer to both the Branch and to other representative roles.
e.g. Vice-President, future President.
ENVISAGED PROCESS
The intention is to expand business to at least 3 metro cities, in next two years is to pilot our
approach. The intervention will be carefully monitored and evaluated (baseline studies have
already been conducted) and recorded in order to make replicability in other districts and by
other agencies possible. In order to achieve success in the pilots, we have entered into a
partnership with the District Governments who have agreed to provide grants to cover the
material needs. The grants will be administered by a central office of in each district. Funds,
raised from member congregations, will be used to cover administrative costs. The district
offices will be responsible for locating members and ensuring that grants are appropriately used.
Detailed reports will be provided to District Governments. To achieve this, Fresh Growers will
employ approximately ten trained community workers in each District. Costs of these
community workers will be covered through the administration fund. However, we believe that,
for the project to succeed, extensive community training is needed in the form of intensive
interventions with professionals. Training, which will involve both theoretical and practical
work, will be made specific to each group.
In addition, it is our intention to hold quarterly co-ordinating sessions at which representatives of
each of the identified groups in a district can share experiences and work out ways to co-ordinate
activities. We see this as a two-year process, at the end of which we believe that the district
communities will be able to sustain their efforts without our direct support. All the training
interventions will be aimed at creating district community level independence and cooperation.
Fresh Growers will, however, continue to administer the material grants for at least a further
three years. Training will be conducted by skilled and experienced community workers based on
materials developed for the project by experts in the field. The intention is to draw on materials
from other countries and to make our materials widely available through the Internet.
Outputs:-
The planned outputs for the two-year period are as follows:
1. Participants’ workbooks and facilitators’ guides for each Module;
2. A total of 80 three-day modules run (40 in each district, eight for each of the five groups);
3. At least five projects operating effectively in each metro city;
4. Independent City branches Co-ordinating Committees in each of the two districts as a
basis for sustainability;
5. A report detailing the experiences and impact of the branch performances as a basis for
replicability.

13. Conclusion:-
In summary: We are requesting support for the expansion of business to operate in at least 3
metro cities. This project is specifically aimed at ensuring that every customer gets freshly grown
foods and Fresh farm produces directly deliver to consumers as freshly grown foods has high
benefits to our bodies. We believe that the context in which we are operating makes such a
project an imperative. Our intention is to pilot the project in three metro cities, as models for
replicability by other agencies. The emphasis on district development and community-based
projects makes it likely that the project will be sustainable at community level. We already
have substantial support from, and have entered into a partnership with, the two District
Governments involved in the project to provide material support. We believe that our track
record and our management and financial competencies qualify us to make a success of this
project. The staff from our head office who will be involved are highly skilled and experienced.
Budget Summary:-
Each branch is to submit their budget to the Networks & International Director (N&ID) detailing
planned income and expenditure for the following financial year. Where 3 metro cities branches
cover districts, the district submission is to be included within that of the branch and identified as
such. The N&ID and Branches team will review and any significant variances (compared to
previous year end actuals) to be referred to the Branch Co-ordination Committee and included
within the N&I Directorate area budget submission. The deadline for budget submissions is the
end of November, in line with the Institution’s budget timetable. The review and approval
process will be the same as that for all Fresh Growers budgets. Budgets should include the
following:-
• Basic running costs
• Funding of branch meetings (including speaker/venue/refreshments)
• Committee meetings etc. (These to be based on current costs plus price increase if known, with
the number of meetings to be factored into the calculation)
• Bids for additional activities e.g. development of branch (included in the budget submission
with supporting paperwork).
The budgets should include proposed events which fall into the financial year, with full costings,
showing income, sponsorship and expenditure calculations. Events are not required to generate a
surplus, they can be subsidised by the branch if they so wish. The Accounts Department will
provide a template for completion based on previous year end actuals. N.B Where figures vary
significantly from previous years actual then branch must give reasons for this, as justification
will be required as part of the review process. This will allow branches to provide for the
relevant number of meetings regardless of take-up or membership.