2023

JOVVIA FARM

business plan
JOVVIA FARM, a wholesale eggs business located in Ruaka, Kenya, is dedicated to providing the
community with an unswerving source of high-quality, locally sourced eggs. We prioritize freshness,
sustainability, and affordability, catering to a diverse customer base that includes restaurants, hotels,
retailers, and households. With a commitment to eco-friendly practices and community engagement,
we are poised to meet the growing demand for eggs in Ruaka while promoting the well-being of both
our customers and our environment.
 EXECUTIVE SUMMARY

Jovvia Farm will be an ambitious venture located in Ruaka, Kenya, aimed at establishing a dynamic
wholesale distribution business focused on the sale of high-quality eggs. Ruaka, a bustling suburb of
Nairobi, provides a promising market for this endeavor due to its growing population and the ever-
increasing demand for fresh and affordable eggs.

The demand for eggs in Ruaka and its surroundings is steadily increasing, driven by a burgeoning
restaurant scene, grocery stores, and households seeking a reliable source of fresh eggs. Jovvia Farm is
strategically positioned to seize this opportunity and become a trusted supplier of top-quality eggs.

Our primary focus is to source eggs directly from local farms and ensure they meet the highest
standards of quality and freshness. We plan to target local businesses, including restaurants, hotels, and
retail stores, offering competitive pricing, consistent supply, and exceptional customer service. We will
also provide convenient delivery services to meet the needs of our clients.

Jovvia Farm anticipates significant revenue growth within the first 2 months, with a focus on breaking
even and achieving profitability by the sixth month. We aim to expand our operations as we reinvest
profits, diversify our product range, and explore new markets.

Jovvia Farm is committed to becoming a trusted wholesale distributor of eggs in Ruaka, Kenya. With a
well-planned approach, and a focus on delivering quality and reliability, we are confident that our
business will not only meet the increasing demand for eggs but also contribute to the local economy and
community well-being.
 BUSINESS DESCRIPTION

The wholesale eggs business in Ruaka, Kenya, operated by Jovvia Farm, is dedicated to the procurement
and distribution of high-quality eggs to various customer segments. Located in Ruaka, a rapidly growing
suburb of Nairobi, this business is strategically positioned to cater to the increasing demand for fresh
and affordable eggs in the local market.

Our business objectives are as follows:

1. Supply Reliability: To become the go-to source for consistent and reliable egg supply to local
businesses, including restaurants, hotels, grocery stores, and catering services.

2. Product Quality: To ensure that our eggs are of the highest quality, sourced directly from trusted local
farms that adhere to the best farming practices.

3. Market Expansion: To expand our operations gradually, diversify our product range, and explore new
markets within and beyond Ruaka.

4. Customer Satisfaction: To build enduring relationships with our customers by offering competitive
prices, exceptional service, and timely delivery.

Ruaka, Kenya, presents a significant market opportunity for a wholesale eggs business due to:

1. Population Growth: Ruaka has experienced a steady increase in its population, resulting in a growing
demand for staple food items like eggs.

2. Restaurant and Hospitality Sector: The burgeoning restaurant and hospitality industry in Ruaka
requires a consistent supply of high-quality eggs for their menus.

3. Retail Stores: Local grocery stores and markets are constantly in need of fresh eggs to meet the
demands of the community.

4. Changing Consumer Preferences: As more households in Ruaka seek healthier and nutritious food
options, the demand for eggs as a protein source continues to rise.

Our primary target market includes:

1. Restaurants and Cafés: Ruaka is home to a burgeoning culinary scene that require a steady supply of
fresh eggs for their menus.

2. Hotels and Catering Services: Hotels, catering companies, and event planners depend on a reliable
source of high-quality eggs for their guests and clients.

3. Local Retailers: Grocery stores, supermarkets, and local markets in Ruaka are in need of an efficient
and cost-effective supplier of eggs to meet the demand of their customers.

4. Households: We will also cater to households in Ruaka, providing easy access to affordable and fresh
eggs for their daily consumption.
By strategically targeting these customer segments, Jovvia Farm aims to fulfill the growing demand for
eggs while establishing a trusted and respected presence in the Ruaka market. We are dedicated to
delivering top-quality eggs, exceptional service, and competitive pricing to ensure customer satisfaction
and long-term success.

MARKET ANALYSIS

Ruaka, Kenya, is a suburb located in the Nairobi metropolitan area with a diverse and growing
population. The demographics of the region in our favor include:

1. Population Growth: Ruaka has experienced a significant increase in its population in recent years,
driven by urbanization and a rising number of residential developments. This population growth creates
a continuous demand for our products: eggs.

2. Income Levels: Ruaka has a mix of income levels, from low to high. This diversity in income provides a
broad customer base, from households seeking affordable protein sources to higher-end restaurants
and hotels.

3. Cultural Preferences: Cultural dietary preferences catalyzes the demand for eggs. Capitalizing to these
preferences will be essential for the market success.

The existing competition landscape is critical for the business, this highlights:

1. Existing Suppliers: Ruaka already has several existing egg suppliers, both large and small. These
suppliers include local farms, wholesalers, and retailers. Jovvia Farm will capitalize on their strengths
and weaknesses to create a unique selling proposition.

2. Quality and Pricing: Competitors vary in the quality of eggs they offer and their pricing strategies. To
gain a competitive edge, Jovvia Farm plans to position itself as a supplier of high-quality, reasonably
priced eggs by sourcing from verified farms and suppliers.

3. Distribution Channels: Understanding how competitors distribute their products is pivotal in

determining the most effective distribution strategy for Jovvia Farm. We strive to offer better delivery
services, shorter lead times and superior packaging.

Jovvia Farm intends to keep up with current market trends in the following key areas to ensure we stay
ahead in the wholesale eggs business:

1. Health and Nutrition: There is a growing trend among consumers in Ruaka to seek healthier and more
nutritious food options. Eggs are considered a valuable source of protein, and the business can capitalize
on this trend by emphasizing the nutritional benefits of its products.

2. Convenience: In the modern urban lifestyle, convenience plays a crucial role in purchasing decisions.
Offering online ordering, efficient delivery services, and customizable packaging can cater to this trend.
3. Eco-friendly and Sustainable Practices: Consumers are increasingly concerned about the environment.
Embracing sustainable and eco-friendly practices, such as sourcing eggs from local, responsible farms,
can be a significant selling point.

4. Local Sourcing: There is a growing preference for locally sourced products in Ruaka. Emphasizing the
local origin of eggs can resonate with environmentally conscious and community-focused consumers.

MARKETING STRATEGY

Jovvia Farm is focused creating a robust marketing strategy to help reach our target audience
effectively:

1. Unique Selling Proposition

We are committed to delivering quality and value to our customers revolving around several key
elements:

a. Uncompromising Quality: We guarantee the highest quality eggs sourced directly from trusted
local farms. The rigorous quality control standards will ensure that every egg meets our strict
criteria for freshness, taste, and nutritional value.

b. Local and Sustainable Sourcing: We are deeply rooted in the Ruaka community, and we take
pride in our sustainable sourcing practices. By supporting local farmers and adopting eco-
friendly methods, we not only provide exceptional eggs but also contribute to the economic
development and environmental well-being of our community.

c. Competitive Pricing: Our pricing strategy ensures that our customers receive top-quality eggs at
competitive rates, making it accessible to a broad range of businesses and households.

d. Reliable Delivery:*We offer efficient and dependable delivery services, ensuring that our clients
receive their orders on time and in the best condition. Our commitment to punctuality and
professionalism sets us apart in the wholesale eggs market.

e. Customized Solutions: We recognize that each customer is unique. We provide tailored

solutions, accommodating the distinct needs of restaurants, hotels, retailers, and households.
Ranging from bulk quantities orders, specific packaging, a customized delivery schedule
 f. Exceptional Customer Service: We go the extra mile to build strong relationships with our
customers. Our friendly and responsive customer service team will always be ready to assist
with orders, inquiries, and support.

g. Transparent Practices: We believe in transparency. From sourcing to delivery, we maintain an

open and honest approach in all our dealings. Our customers can trust us to provide accurate
information about our products and processes.

h. Community Commitment: We are an integral part of the Ruaka community. We actively engage
in local events, support charitable initiatives, and contribute to the well-being of our neighbors.

2. Branding and Packaging:

We will invest in professional branding and packaging to create a memorable and attractive image for
our products and use eco-friendly packaging to align with sustainability trends.

3. Online Presence:

Jovvia Farm will build a user-friendly website showcasing our product range, pricing, and delivery
options and subsequently implement search engine optimization (SEO) to ensure our website ranks well
on local searches. On the website we will maintain a blog with relevant content about eggs, their
nutritional value, cooking tips, and more.

Our engagement on social media platforms like Facebook, Instagram, and Twitter will form our online
community where we will share engaging content related to eggs, recipes, and nutritional facts to
educate and attract customers.

We will also invest in online advertising, such as Google Ads and Facebook Ads, to reach a wider local
audience. Such content on our social media platforms and through email marketing will establish
authority in the industry

4. Customer Segmentation:

At Jovvia Farm we intend to tailor marketing messages for different customer segments, including
restaurants, hotels, retailers, and households by using personalized approaches to address their specific
needs and preferences.

5. Partnerships and Networking:

We will partner with local restaurants and hotels as their preferred egg supplier. We will also attend
local business networking events to establish connections and build partnerships with potential clients.
6. Testimonials and Reviews:

We will encourage satisfied customers to leave reviews on our platforms

7. Loyalty Programs:

We will create a loyalty program for our regular B2B clients, offering discounts or incentives for repeat
orders.

8. Community Involvement:

Jovvia Farm will participate in or sponsor local community events, demonstrating our commitment to
the Ruaka community.

9. Monitoring and Analytics:

At Jovvia farm we will continuously monitor the effectiveness of these marketing efforts using tools
like Google Analytics and social media insights, such information will be pivotal in adjusting our strategy
based on data and customer feedback.

OPERATIONS PLAN

This plan outlines the day-to-day activities and processes that will help us source, store, and distribute
eggs efficiently. Comprehensively this involves:

1. Sourcing and Procurement:

We will identify local farm (s) and suppliers with a reputation for high-quality eggs and establish
contracts and agreements with these suppliers to ensure a consistent and reliable source of eggs. We
will also periodically conduct regular quality checks and inspections to ensure compliance with our
standards.

2. Inventory Management:

We will implement a systematic inventory management system to track the quantity, quality, and
expiration dates of eggs in stock and maintain adequate stock to meet unexpected spikes in demand.
3. Storage and Handling:

Staffs at Jovvia Farm will be encouraged to handle eggs with care to prevent breakage and
contamination and regularly clean and sanitize storage areas to meet health and safety standards.

4. Customer Service:

We will train staff to provide excellent customer service, including order processing, addressing
inquiries, and resolving issues promptly as well as establishing a communication channel for clients to
place orders and seek assistance.

5. Regulatory Compliance:

We will ensure compliance with all local, regional, and national regulations, including food safety
standards, permits, and licensing.

6. Environmental Considerations:

At Jovvia Farm we will implement environmentally responsible practices in sourcing and packaging,
and consider eco-friendly alternatives for our operations.

7. Continuous Improvement:

We will regularly review and update our operations plan to adapt to changing market conditions,
technology advancements, and customer feedback as well as seeking ways to enhance efficiency and
reduce operational costs.
 FINANCIAL PLAN

Jovvia Farm aims at ensuring sustainable growth and profitability

1. Startup Costs:

a) Sourcing and Procurement: Allocation of Ksh. 50,000 for initial egg purchases from local
suppliers. This should provide us with an adequate inventory to begin operations.
b) Packaging Materials: Set aside Ksh. 5,000 for eco-friendly packaging materials, including Crates,
cartons and labels.
c) Marketing and Promotion: Allocation of Ksh. 20,000 for marketing materials, online advertising,
and promotional activities to build brand awareness and attract customers.
d) Transportation and Logistics: Dedicate Ksh. 10,000 to cover the costs of transportation.
e) Regulatory Compliance: Allocation of Ksh. 10,000 for food safety standards, permits, and
licensing.
f) Rental Expenses: Dedicate Ksh. 20,000 for rent, a month deposit and rent
g) Miscellaneous Expenses: Allocate Ksh. 5,000 for unforeseen expenses or small operational costs.

2. Revenue Projections:

This will be estimated from our daily sales based on the target market and pricing strategy.

3. Operating Expenses:

a) Rent/Storage Costs
b) Utilities: Include costs for electricity and water
c) Salaries and Wages
d) Marketing and Advertising
e) Transportation Costs

4. Profit Margins:

Such calculations will be based on our pricing strategy and operational costs to ensure that our margins
are sufficient to sustain the business and generate a profit.

5. Break-Even Analysis:

We are dedicated to determine the point at which our revenue covers all our costs and realise profit.

6. Contingency Fund:

We shall set aside a portion of our budget as a contingency fund for unexpected expenses or
emergencies.
7. Financial Projections:

We shall create monthly and yearly financial projections that include revenue, expenses, and profits and
subsequently use these projections to assess the financial health and growth potential of the business.

8. Financial Management:

Keeping meticulous financial records and use accounting software to manage our finances as well as
regularly reviewing and adjusting our financial plan as the business grows and market conditions change.

SWOT ANALYSIS

Strengths:

1. Quality Control: The ability to source eggs directly from local farms allows for stringent quality control
and ensures the supply of high-quality eggs.

2. Local Sourcing: Locally sourced products can appeal to consumers looking to support their community
and are increasingly popular in the market.

3. Affordability: Competitive pricing can attract a wide range of customers, including households and
businesses with varying budgets.

4. Sustainability: A commitment to eco-friendly practices in sourcing and packaging can enhance the
business's reputation and appeal to environmentally conscious customers.

5. Community Engagement: Active involvement in the local community can foster a strong and loyal
customer base.

Weaknesses:

1. Seasonal Variability: Egg production can be seasonal, resulting in fluctuations in supply and potentially
higher costs during off-peak seasons.

2. Transportation Costs: Rise in fuel cost can be a significant expense.

3. Competition: The wholesale eggs market may have established competitors with well-developed
customer bases and supply chains.

Opportunities:
1. Market Growth: The growing population of Ruaka provides opportunities for expanding the customer
base and increasing sales.

2. Diversification: Expanding the product range to include other poultry products or related items can
attract additional customers.

3. E-Commerce: Leveraging online sales and delivery services can reach a broader audience and
accommodate the convenience preferences of modern consumers.

4. Partnerships: Forming strategic partnerships with local restaurants, hotels, and retailers can secure
reliable, large-volume contracts.

Threats:

1. Regulatory Changes: Changes in food safety regulations or other industry regulations can impact
operations and compliance.

2. Price Fluctuations: Fluctuations in egg prices due to market conditions or external factors can affect
profit margins.

3. Supply Chain Disruptions: Issues in the supply chain, such as disease outbreaks affecting local poultry
farms, can lead to supply disruptions.

4. Competition: Fierce competition in the wholesale eggs market may make it challenging to secure and
maintain large contracts.

5. Economic Conditions: Economic downturns can influence consumer spending habits and demand for
certain products, potentially affecting sales.

Jovvia Farm thus intends to make the most out of this SWOT analysis by leveraging on our strengths,
address our weaknesses, capitalize on the opportunities, and develop strategies to mitigate potential
threats. We will regularly review and update our analysis to stay adaptable and responsive to changes in
the market and the business environment.