1.0 Executive Summary.. 1

2.0 Company Summary.. 2

2.1 Company Ownership.. 3

2.2 Start-up Summary.. 3

Table: Start-up.. 3

Chart: Start-up.. 4

3.0 Products. 4

4.0 Market Analysis Summary.. 7

4.1 Market Segmentation.. 8

Table: Market Analysis. 8

Chart: Market Analysis (Pie). 9

4.2 Target Market Segment Strategy.. 9

4.3 Industry Analysis. 9

4.3.1 Competition and Buying Patterns. 11

5.0 Strategy and Implementation Summary.. 11

5.1 SWOT Analysis. 12

5.1.1 Strengths. 12

5.1.2 Weaknesses. 13

5.1.3 Opportunities. 13

5.1.4 Threats. 13

5.2 Competitive Edge.. 13

5.3 Marketing Strategy.. 14

5.4 Sales Strategy.. 14

5.4.1 Sales Forecast. 14

Table: Sales Forecast. 15

Chart: Sales Monthly.. 15

Chart: Sales by Year. 16

6.0 Management Summary.. 16

6.1 Personnel Plan.. 16

Table: Personnel 17

7.0 Financial Plan.. 17

7.1 Start-up Funding.. 17

Table: Start-up Funding.. 17

7.2 Important Assumptions. 18

7.3 Break-even Analysis. 18

Table: Break-even Analysis. 18

Chart: Break-even Analysis. 19

7.4 Projected Profit and Loss. 19

Table: Profit and Loss. 19

Chart: Profit Yearly.. 20

Chart: Gross Margin Yearly.. 21

7.5 Projected Cash Flow.. 21

Table: Cash Flow.. 21

Chart: Cash.. 22

7.6 Projected Balance Sheet. 22

Table: Balance Sheet. 22

7.7 Business Ratios. 23

Table: Ratios. 23

Table: Sales Forecast. 1

Table: Personnel 2

Table: Profit and Loss. 3

Table: Cash Flow.. 4

Table: Balance Sheet. 5

1.0 Executive Summary

Demand for bottled drinking water has been growing rapidly since the 1990s, increasing nearly 400% in the last decade. According to the National Agency for Food and Drug Administration and Control (NAFDAC) in on October 27, 2013 According to Orhii, package water is a fast growing business in Nigeria today, water constitutes about N8 billion daily, as a result of declining consumer confidence in the safety and quality of municipal water supplies.

Bottled Drinking Water

To take advantage of this expanding market for drinking water, Purity Bottled Water has been established to provide home and office delivery of bottled water in Mushin Lagos state and its environs. After months of extensive industry and market research, the company has developed a solid business plan to enter the market for bottled water. Purity will generate revenue as a result of the sales of her bottled.

Management Team

Glory Eze is the owner and president of Purity, bringing years of experience in water bottling and delivery to the company. Her family has operated a thriving bottled water business in Kaduna for over 15 years, which she helped to run.

The company has applied for certification as a woman-owned business, which is in progress.

Two key managers have been retained to assist in the operation and expansion of the company: The company will employ John Adeyuma and Peter Bassey as management staff.  John Adeyuma will serve as the company’s Operations Manager, and Peter Bassey will be the Admin manager in charge of Account and Administrative affairs. Muyiwa Collins will assume responsibility for training sales representatives and route delivery personnel. Robert Chinedu will be the Route Driver, an extremely important position as the primary customer contact. In addition, two commission sales associates will be hired to secure new customers.

Manufacturing

Purity Bottled Water will be made and bottled by the bottling department of the company, who will fill the 60 cl bottles and seal them into packs for onward sales.

The marketing budget for the 1^st year is ₦500,000, 2^nd year will be ₦700,000 while that of the 3^rd year will be ₦650,000 this budget will aid the company to design modules that will enable the company to quickly capture a large percent of the potential market. All funding for marketing activities will be generated from the business as earnings from operations, not from start-up capital.

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