Jelico natural deserts is a startup specialty manufacturing and retailing company launched in early 2018 at the Pilyandala. The company is registered as a general partnership with four partners (See Management plan) who will be jointly and severally liable for the debts of the company with their property. The company is consist of a miedium scale manufacturing facility, producing value added natural desserts as cups, sized to customer requirements. This company will specialize in creating natural jelly deserts for retailing purposes as well as supplying for functions. Our first introducing organic jelly product is prepared with 100% locally grown ingredients. The company plans to expand operations and business by increasing the current production and this presentation covers all aspects with respect to the Jelico organic jelly desert cup production business.

1. BUSINESS PLAN
Organic jelly deserts (cups) manufacturing
and supplying Business
Jelico Natural Desert (Pvt)Company
No : 45, Waliwita road, Piliyandala
011-2234564

2. Business plan 2
Project team
Entrepreneurs name Index No.
1. P. Sewwandi Dissanayake(C) 12375
2. W.M.K. Kalhara 12329
3. W.V.Y.Vidyani 12320
4. W.C.N.Wijerathne 12302

3. Outline
1. Company description
Background
Vision statement
mission statement
Goals and Objectives
Top management profile
Location
2. Product description
Introduction to Product
Importance/Benefits
Ingredients and supply chain
Production process

4. Outline
3. Market Analysis
Environmental Analysis
Target Audience Analysis
Competitor Analysis
SWOT analysis
4. Organizational Strategies
Competitive Strategies
Marketing Strategies
Sales Strategies
Promotion Strategies
5. Financial plan

5. 1.Company description

6. Background
Company name : Jelico Natural Desert Company
Type of company : Private
Type of Business : Manufacturing and supplying
business
Form of business ownership : Partnership
Name of Brand : Jelico – Taste from nature
Company address : No : 45, Waliwita road, Piliyandala
Telephone No. : 011-2234564
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7. Trade mark
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8. Vision statement
It is our vision to be the premier manufacturer and
supplier of the art of the Sri Lankan indigenous,
natural deserts that contribute to an affordable
healthy deserts with some medicinal value, supply
for the world.
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9. Mission statement
As a team, our mission is to drive sustainable
business growth in 2022 that ensure continued
success and enhance value for our customers,
employees, associates, distributors and
communities by manufacturing and also supplying
natural healthy desert that offer medicinal value.
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10. Goal and objectives
• To introduce new jelly product which provide both values of
organic food and medicinal value.
• To produce product which can consume anytime, anywhere and
any age grouped people with affordable price.
• To contribute for the empowerment of organic agriculture within
Sri Lanka.
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11. Name: D.M.P.Sewwandi Dissanayake
Title: CEO & Marketing Manager
Qualifications: Business & environment (BSc) Colombo (pending)
Name: W.M.K. Kalhara
Title: Managing Director and financial manager
Qualifications: Business & environment (BSc) Colombo (pending)
Name: W.V.Y.Vidyani
Title: HR Manager
Qualifications: Business & environment (BSc) Colombo (pending)
Name: W.C.N.Wijerathne
Title: Production Manager
Qualifications: Business & environment (BSc) Colombo (pending)
Top management profiles

12. Company location
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13. Jelico organic jelly cups production
and supplying company
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14. 2.Product description

15. Introduction
Jelico oraganic jelly is a natural jelly product made of natural
“Kehipiththan” leaves which can be use as a dessert. It is a
healthy lifestyle choice, and could play a major role in controlling
gastritis. And it is a delicious and healthy dessert at an affordable
price.
Serving size: 80 mg
Price: 70 LKR ( discussed under financial plan)
15Business plan

16. Importance
A natural remedy for controlling gastritis
• Having an Ayurvedic medicinal value
A natural product
• No any synthetic chemicals
• No artificial flavors
An eco friendly product
• Packing material is bio degradable
An organic product
• Main resource of this product, “kehipiththan” plants are going to farm by using
organic farming methods 16Business plan

17. Ingredients
01. Extraction of Kehipiththan leaves
Scientific name: Cylea peltata
Names in different languages
English name: ink berry
Sinhala name: Kehipiththan
Tamil: malaitanki, ponmucuttai
Native climbing shrub which has several medicinal values.
Treatment for Control Gastritis, bleeding from wounds etc.
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18. Ingredients cond.
03. Bee honey
Use to sweeten the jelly.
Honey is particularly healthier than refined sugar.
04. Natural flavors
fruit flavors- lemon, apple,pineapple
other flavor such as vanilla, cinnamon, mint
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19. Sources of raw materials
Kehipiththan leaves
• Collect from selected rural farmers (suppliers) in Horana area by
paying for them
• Encourage them to farm Kehipiththan plant using organic
agricultural methods
- Providing organic manure
- Providing knowledge and guidelines
Bee honey
• Outsourcing
• company like Raj trades
- Raj trade is known for the bee honey, virgin coconut oil, tea
and rubber products, pepper and other spices
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20. Natural flavours
• Fruit flavours including natural fruit colors - supply by dealers
eg-: Kist fruits flavours
• Other natural flavours- supply by dealers
Disposable jelly cup
• Company like crystal pack(pvt)ltd
- Crystal Pack is a leading manufacturer of rigid disposable food
packaging products.
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21. Production process
Harvesting
kehipiththan
leaves
Washing leaves
Grind the leaves
with water
Extract the juice
of leaves
add honey
Add natural
flavor
Mixing well
Fill in to cups
cooling
21Business plan

22. 3.Market Analysis

23. • Competitor
survey
• Strengths
• Weakness
• Opportunities
• Threats
• Consumer
survey
• Internal
Environment
• External
Environment
Environmental
Analysis
Target
Audience
Analysis
Competitive
Analysis
SWOT
analysis
Market Analysis
23Business plan

24. • Environmental Analysis
Employees
Department Structure
Budget
Internal
Environment
Political status
Economical
environment
Socio-cultural
Environment
Technological
Environment
Ecological
Environment
Legal
Environment
External
Environment
Market Analysis cond.
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25. political
• Changing political scenario over the years
• After end of the civil war- considerable political stability
• Too much power is centered among few individuals in the government regime
• So there are instances where politicians having interferences with the business and
policy changes
• Every good/ service in Sri Lanka being taxed
economic
• Relatively less economic growth rate in this year, so specially small businesses face
number of challenges
• Increase in the prices of the raw materials like gelatin and honey affects the price of
jelly
• The inflation rate will affect the purchase of raw materials and the purchase of jelly
by consumers.
• Income inequality also can affect to the consumption of the product
 External environment
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26. Social
• Increasing demand for healthy products
• Increasing demand for more natural remedies for diseases
• Having desert after lunch and dinner has become customary
• High literacy rate has helped the nation to build a skilled labour market
Technology
• The advancement in technology companies have been able to reduce their
costs to a larger extend
• Sri lanka has a A and B class road network system- made distribution
process more easy
• Advancements in telecommunication- make advertising and promotions
easy
26Business plan

27. Ecology
• The condition of the soil such as soil fertility
• Climate change and its consequence natural disasters like flood and drought
• Topography of the land
• Water availability
Legal
• Introduction of an Increase in the minimum wage
• Strong labour policies – clearly stipulate working hours, age limits, industrial
safety etc.
• Environmental laws- to protect the environment and natural resources such as
EPL and EIA procedures
• Food act - regulate and control the manufacture, distribution, sales of food.
27Business plan

28. • Target Audience Analysis
Consumer survey was based on,
Location
Age groups
Ethnicity
Breakfast, lunch and dinner uptake
Preference for having desert after a particular meal
Preference for jelly vs. other deserts
Current situation of Gastritis, among public
Trend to use natural food as a remedy for gastritis
Public preference to jelly as a desert to combat gastritis
Market Analysis cond.
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29. Location
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30. Age groups
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31. Ethnicity
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32. Breakfast, lunch and dinner uptake
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33. Preference for having desert after a particular meal
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34. Preference for jelly vs. other deserts
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35. Current situation of Gastritis, among public
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36. Trend to use natural food as a remedy for gastritis
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37. Public preference to jelly as a desert to combat
gastritis
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38. Public preference of price of value added (sources
from organic farming practices) one portion or one
dessert cup
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39.  Competitor Analysis
Identify the competitors
Their brands and
Number of products
Their strengths
Their weaknesses
Market Analysis cond.
39Business plan

40. Company name and
product name
Number
of
products
Strength weakness
CBL - Ready to eat
jelly cups
6 Well known brand name
Ability to store in room temperature(no
need refrigerator for keeping)
Affordable price
Have high flavors diversity
New product to the
market
Use artificial ingredients
to the product
Motha confectionery-
Motha jelly crystals
21 Have been well known by the customer
Has operate business more than 25
years
Monopoly in the jelly products sector in
Sri Lanka
Have more experience
Have high product diversity
Good promotion
Lack of organic based
products
Add high amount of
artificial ingredients to
the products
MD (Lanka canneries
Pvt Ltd) – MD jelly
crystals
5 Have been well known by the customer
Good promotion
Well known by most of the customer
Attractive package for the product
Lack of organic based
products
Add high amount of
artificial ingredients to
the products
 Competitor Analysis
40Business plan

41. Strengths
>The location of thee business
>totally natural product
>Existing Knowledge( research, indigenous knowledge)
>Experts with experience
Weaknesses
Investment
Technology
Raw materials
Opportunities
>Growing demand for organic products in local and
international marker
>Growing demand for the eco friendly products
>Budget allocated by the government for the
entrepreneur activities
Threats
Political instability and instability of the
country's economy
Sever weather
Existing rules and regulations
Market Analysis cond.
 SWOT analysis
41Business plan

42. 4.Organizational Strategy

43. Organizational Strategy
43Business plan
Competitive Strategy

44. Product and service portfolio
Expend range
Consolidate range
Standardized design
Tailor design
Pricing
Change price
Change terms and conditions
Skimming policy
Promotion
Change message
Change advertising
Change sales promotions
Change overall communication mix
Channel/ sector management
Change focus channels
Change partnerships
Use of distributors or agents
Marketing strategy
44Business plan
Marketing strategy

45. Sales messaging
Consumer engagement
Sales conversion tool
Sales process
New consumer acquisition
Opportunity development
Sales management
Adopt best practices
Coaching methods and tools
Sales competency & behavior
Competency model
Gap analysis and priority
Sales curriculum development
Sales strategy
45Business plan
Sales strategy

46.  Positioning Statement
- One of the targets of Jelico is to make our product as a daily used
product.
- In other words to make it be a part of their customers 'memorable
moments in life.
- Hence the positioning statement will be as;
“ Jelico-Taste from nature ”
- The main idea behind this is to make them easily remember and
recall our product.
- Thus, we are focusing making Jelico as the top of the mind brand in
terms of Jelly.
46Business plan
Promotion strategies

47.  Pull Promotions
- As the product is new to the retail market widely, sales promotions
will be the most suitable mode of promotion for Jelico.
• Free sample giveaways
• Buy one get one free, etc. would be suitable.
 Push Promotions
- As trade promotions,
• Discounts for the retailers
• Commission on sales of the product
• In-store promotions such as posters, banners
• POP sales etc.
will be few of the ways through which the retailers can be
motivated to push the Jellico towards the target market.
47Business plan

48.  Buy more shelf space
- Buying more shelf space in the prime outlets such as supermarkets
will give the advantage of making the consumers buy your product
more than your competitors 'as it will be available extensively.
 Leaflets / Brochures Distributing
- leaflets and brochures outside the retail shops especially in and out
of the supermarkets which includes interesting recipes will be an
effective method of making your customers aware of your product.
 Social media
- Social media websites such as Facebook, Instagram, You tube and
google+ can be another mode to promote it.
- They have over millions of users visiting on a daily basis
- Any future promotions could also be edited on this websites.
48Business plan

49.  Advertisements in newspapers
- Good way to reach a large number of people, especially those
aged 45+ who tend to read newspapers.
• Daily papers
• Weekly papers
 Banners and Posters
- Most versatile and cost effective medium of marketing
- They help people retain the brand’s image through visualization.
 Since jelico is a natural, organic product which has a
medicinal value, jelico would have a big demand than other
jelly products in the market
49Business plan

50. 5.Financial plan

51. Financial plan
Item Value (Rs.)
Land (E) 5,000,000
Building (E) 2,500,000
storing facilitires 500,000
other structures 800,000
Transport item
Dimo btta lorry (L) 700,000
2 Ton mini refrigerator truck (L) 3,000,000
Other structures
grinding equipment (L) 50,000
refrigerator (L) 150,000
packing machine (L) 30,000
Total fixed investment value 12,730,000
Sources of finance, E – equity L – Bank loan rest – cash in hand
51Business plan
 Total fixed investment value

52. Item Cost (Rs.)
payment to urban council 3000
expenses to be incurred in relation to purchase
of fixed assets 10,000
cost of training
organic agriculture practices training 10,000
production training 10,000
Total pre operating cost 31,000
52Business plan
 Total pre operating cost

53. Ingredients/raw
materials
Weekly required
amount
Unit price of
ingredient (Rs.)
weekly cost (Rs.)
Kahipiththan leaves 60 kg 100 6000
Bee honey 8 liters 500 4000
Natural flavours 500
Total approximate direct raw material cost for a week 10500
Targeted production rate = 1000 units per week
53Business plan
 Total approximate direct raw material cost for a week

54. Item Cost (Rs.)
Direct cost
Direct raw material cost
kehipiththan leaves 24,000
bee honey 16000
natural flavours 2000
Direct labour cost
cost of labor for raw material collection 20,000
cost of labour for production 40,000
selling and distriburion(and marketing) 25,000
Other direct cost
electricity 8,000
water 3,000
telephone 2,000
fuel 5,000
cost of packing material 4,000
Indirect cost
marketing expenses* 20,000
management expenses* 10,000
selling and distribution expenses* 20,000
Interest of bank loan 35,000
Governmental taxes 6,000
Total working capital required 240,000
Note - * These items will be deeply discussed in Project plan report and owners' salaries are still not taken to accounts.
54

55. Total investment = Total fixed investment + Total pre operating + Total working capital
value value cost required
= Rs. 12,730,000 + Rs. 31,000 + Rs. 240,000
= Rs. 13,001,000.00 (fix assets are included.)
55Business plan
Total startup cost = Total working capital required+ Total pre operating cost
= Rs.240,000 + Rs. 31,000
Total startup cost = Rs. 271,000.00
Assumption 01 -

56. Cost per unit =Total startup cost
Number of monthly production units
Assumption 02 -
4000 units are going to produce monthly.
=Rs 271,000
4000
=Rs 67.75
Profit margin =5%
=Rs 63.75*5%
=Rs 3.3875
Price of product=cost per unit + profit margin
=Rs 67.75+3.3875= 71.1375
~Rs 70.00
56Business plan

57. 57Business plan
Fixed cost = Total startup cost –variable cost
= Rs 271,000 – Rs 149,000
= Rs 122,000
Break even point = fixed cost
selling price - variable cost
per unit per unit
= Rs 122,000
Rs 70 - Rs 149,000
4000
= 3725.19084unit ~ 3725units
Total startup cost = startup fixed cost + startup variable cost
Assumption 03 -
Variable cost : materials, labour, energy
Our startup variable cost = Rs 149,000

58. Business plan 58
Break even point provide the minimum output that must be exceeded for a
business to profit. (source-www.wikiedia.org)
But,
Break even point = 3725 units < Monthly Jelico production = 4000 units
Therefore
Conclusion - Jelico organic jelly desert cup production business will earn
some profit.

59. Reference
Business plan 59
• Break even economics, www. Wikipedia.org
• http//www.google.lk
• www.instituteofayurveds.org/plants-detail.php

60. THANK YOU
Enjoy Jelico organic jelly deserts cups