Kipkoech Poultry Keeping will operate as a sole proprietorship in Eldoret, Kenya. The business will keep poultry and sell eggs, meat, and manure to local institutions, hotels, and individual customers. The owner has identified the target market and intends to use promotional strategies like discounts and advertisements to attract customers and increase sales. A SWOT analysis was also provided to evaluate the business's strengths, weaknesses, opportunities, and threats.

1. CHAPTER ONE
BUSINESS DESCRIPTION
1.1. BUSINESS NAME.
POULTRY KEEPING will be run on sole proprietorship. It will be operated under
the name BETT KIPKOECH. The name means born in the morning.
1.2. BUSINESS ADDRESS.
KIPKOECH POULTRY KEEPING
P.O. BOX 234
ELDORET.
Email: koech@yahoo.com
Cell: +254(20)218-9626
1.3. BUSINESS LOCATION
The proposed site of the business will be in Eldorte town, Wareng District, Rift
valley Province along Kapsabet road, opposite Catholic University, next to Jaybees
hotel.
The operation of the business will commence on May 2012 at the proposed site.
The choice of the site is because its strategic location which results due to security
provision by Langas Police Station allocated near the site. The site is in a good
customer provision source and the readily available means of transport and access
points. The place is also easily accessible to both power and water services which
make it an environmentally friendly and healthy operational ground.
1.4. FORMS OF BUSINESS OWNERSHIP
The intended business will operate under sole proprietorship ownership and all the
operations of the business will be run solely by the owner inclusive of all the
investments. All the transactions of the business will be executed solely by the
proprietor inclusive of a few supportive staff.

2. The benefits of form of ownership.
a. Easy decision making.
Sole proprietorship can allow person to make his decision alone, what he / she wants to
do in his business, such as time of opening the business and closing time, also he / she
can decide to expand the poultry keeping or not. Unlike other form of business.
b. Self employment.
Sole proprietorship is good because nobody employees me, only my business of poultry
keeping. I will earn my own profit without depending on other people or companies.
c. Enjoys profit.
This business I will enjoy my own profit and no legal process such as licensing.
d. Job creation.
I will employ some people to assist me in eggs collection, water provision to the poultry
of which I will have to pay them. Hence have created job to them.
e. Close supervision.
I will be close to my business, to ensure everything require for poultry is available, this
means I will be available all the time in the farm.
1.5. THE INDUSTRY.
The business will mainly be a trade industry hence contributes much to the GDP.
Benefits of being trade industry.
a. Minimum competition.
This trade industry has minimum competition since people can operate poultry keeping,
because starting capital require much hence will be minimum competition.
b. Less skill.
Poultry keeping requires less skills unlike other business industry like to collect eggs, to
provide water to poultry cannot require skills persons to operate that.
c. Less capital required to start.
Poultry does not require much capital to start this project; hence it’s cheaper to start
unlike other industry.
d. Require less space.

3. Space required for poultry keeping requires little field since you can build small house
and keep hundreds of poultry.
1.6. PRODUCT AND SERVICES.
List of the products.
i) Eggs.
ii) Meat.
iii) Manure.
List of the services:
i) Transportation services.
ii) Security services
iii) Training /teaching hoe to keep poultry.
1.7. MARKET.
From the launch of the business a prior survey was carried out and the venue identified
for the business was ideal and suitable. The premise is in the midst of the most populated
zone of Eldoret town. It’s adjacent to a number of estates and learning institutions that
forms a good customer source for satisfactory operations of services.
List of all customer:
1. Jeybees Hotel
2. Catholic university
3. The polytechnic students
4. Sirikwa hotel
5. Poa place hotel
6. Estate residents.
WAYS OF MAINTAINING CUSTOMERS.

4. a. Offering discounts.
I will maintain my customers by providing them with discount of 2% in each try of egg,
this will make the customer to be convenient in farm and if incase of theirs.
b. Incentives.
This will allow the customers to enjoy my services, these encouge customers to be many
and buy all the eggs.
c. Integrity.
I will be integrity to my customers in order to get more customers, since customer needs
somebody who cannot lie to them
d. Availability.
All the required number of eggs, meat and manure should be available in order to
maintain customers all the time this will regular in your farm without going to another
farm.
e. Honesty.
I should be honest to my customers in order to maintain them. Without customer I will
not maintain them.
1.8. OPERATIONAL RESOURCES.
a. Financial resources.
The proposed business get the money from my savings of which have been saving for the
last two years, the business propose to use kshs. 200,000 for all the process, of which
have in my account.
b. Infrastructure.
The proposed business intends to get water from Eldowas Ministry of water Eldoret
town, electricity supply from Kenya Power, and is already available.
c. Raw material.
The proposed business intends to get raw materials for building the house from various
part of Eldoret town, such as timber get from Langas timber sales, iron sheet, nails,
cement from Sagara hardware.
d. Human resources.

5. The proposed business intends to employ qualified and competent employees from
the ministry of Agriculture – Eldoret.
1.9. ENTRY AND GROWTH STRATEGY.
1.9.1. ENTRY STRATEGY.
The proposed business will penetrate the market through:
i) Line promotion
This promotion is done when a customer buy two trays of eggs, gives another one tyr is
line promotion.
ii) Advertise through the internet.
The proposed business intends to put in the in internet and this will enable many people
to get this from internet.
iii) Advertise via magazine.
The proposed business intends to advertise through the magazines such as Daily Nation,
Standard news papers.
iv) Agricultural showground.
The proposed business intends to attend all the shows in order to be more popular.
1.9.2. GROWTH STRATEGY.
WAYS OF BEING POPULAR.
i) Customer Service.
In order to make more customers you should provide good and standards service this will
allow to get many customers as you can and become a popular.
ii) Sales tactics.
The prices of each tray should be reduced to sales at kshs. 270 instead of kshs 280 this
will make many customers come and buy from by farm. Reducing of sales process
encourages more customers.
iii) Promotion and Advertising.
In order to be popular in the business customers should be promoted by offering them
with some free eggs, sometimes such as broken eggs, when they come to buy, also
offering discounts.

6. Advertising in the radio, newspaper, and posters this will make more people to known
about the business, where it’s located and that services being offering.
iv) Distribution strategy.
Eggs should be distributed all over the town. I should look for the customers in various
parts of the town, and distribute them with eggs, using my own mode of transport.
v) Set sales target.
Sales target should set by find analysis around the area, from other competitors. If they
sale their eggs at kshs 15, I will sale at kshs. 12, this will make my business be popular
and more customers.

7. 1.10. SWOT ANALYSIS TABLE
AREA STRENGTH WEAKNESS OPPORTUNITY THREATS
Management Qualified personnel Lazy in terms of Offering effective Demand high payment
egg collection. services Needs insurance cover
Late comers to Needs medical fee
work
Finance Adequate funds for Poor spending of Adequate stocks of Auctioneer incase fails to
the business. capitals available. eggs, and manure pay loan
Loan.
Technology Improved hutching Expensive Offering effective Demands high payment
materials electricity bill. work. for the skilled personnel
Electricity supply Needs skilled New & rapid who operate in the hutch
available personnel to growth of market. chamber.
operate.
Location Accessible Flooded when it Adequate food for Expensive to transport
Good security rains. the chicken. eggs.
Problem of Plenty of water
transport.
Security Good security Delays in coming Offering good Demand high payment
to work security in the for the security officers
compound.
Raw material Adequate raw Competition from Durable raw Expensive to transport.
materials. rivals. materials. Competition from rivals.
High quality Expensive to buy
them.

8. CHAPTER TWO
2.0. MARKETING PLAN
2.1. MARKETING ANALYSIS
The business intends to serve the following customers as follows:
a. Institutions.
The most targeted institutions by Kipkoech Poultry Keeping are Catholic University,
Eldoret Polytechnic students and teachers.
b. Commercial customers.
The most targeted commercial customer is Sirikwa hotel, Jeybees hotel and Poa Place
hotel.
c. Individual customers.
These are customers who live around the area like the estate resident who comes buys the
eggs in small amount.
2.2. TARGET MARKET.
My business intends to target the customer such as institutions, commercial and
individuals. Institution customers are those customers from the nearest my business
centre like Catholic University, Polytechnic, Commercial customers and those customers
who buy eggs in trays or in large quantity such as hotels lie Sirikwa, Poa place and
Jeybees hotel are my commercial customer. individual customer are those who buyers
egg in less then a tray may be two or ten eggs only such a customer are like the estate
residents.
2.3. SALES POTENTIAL.
The business will intend to provide quality service to the customer and provides
standards products to customer by:
a. Improving the quality of the product: - this is done by sending the hens with
improve layer mash in order to produces big and quality egg.
b. Improving the services: the business intends to provide quality service to
customer such as seminars and security services. Also transportation services.

9. c. Offering discount: the business will intends to offer discount to the customer
such as two egg free each customer who buyer egg more than one trays.
d. Provide good environment: the business will intend to make the environment
be available and free from the customers.
e. Employed qualified staffs: the business will intend to employees who have
skills on how to provide service to the customers.
2.4. PROMOTION METHODS.
The business intends to provide promotion to customers through the following methods:
a. Advertisement:
The business will intend to advertise the products and services through the
media, newspapers in order to attract more customers.
b. Offering discounts:
The business will intend to offer discounts to the customer in order to attract
more customers.
c. Offering incentives:
The business will intend to offer discounts to the customer in order to attract
more customers.
d. Promote the customer by providing transportation services, this will
enhance more customers to come to my business to buy eggs and get free
transport service.
e. Provide seminar and teachings:
This enables them to have skills on boils the egg and other teaching services
concerning this business.
2.5. MARKET SEGMENT.