2014
BUSINESS PLAN
BREATH OF HEAVEN
1.0 Executive Summary
Introduction
Breath of Heaven has been registered in Kenya. The company is aiming to export fruits and
vegetables to UAE and Germany and later engage in a combination of cutting edge, highest
quality, and efficient food technology and production. It is committed to the improvement
of food taste and nutritional quality. It is being founded to build upon an array of
horticultural education, experience, and research.
The Company
Breath of Heaven is based in Kenya; its mission is to provide high quality, nutritional, and
vegetables and fruits for consumption in foreign markets. The idea behind the business is
to provide healthy and delicious vegetables and fruit to the export market.
Breath of Heaven management team is led by Enock Mackonya as a managing director, who
has extensive knowledge of the industry and his wife Margaret Nduku who is based in
Germany and has an extensive knowledge of the German market. The company expects to
employ temporary employees, and employees on a permanent basis.
Products
Breath of Heaven plans to concentrate on vegetables and fruits as its primary products.
Breath of Heaven will contract farmers to grow French beans, snow peas, chilies, mango
and avocado among others. The company plans to engage farmers who will practice
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organic and non-organic farming technologies. This strategy will allow Breath of Heaven to
produce crops during most of the year and will allow double cultivation of the greenhouses.
The Market
Over the past decade the market for organic food has grown, consumers occasionally reach
for something labeled organic. This makes for an excellent environment for an industry
participant such as Breath of Heaven that is willing to compete in a niche market.
Financial Considerations
The company is seeking Kshs 3,200,000 (US$ 37,123) financial assistance in both shortterm and long-term loans to finance the purchase of Breath of Heaven to cover start-up.
Our current need will be to buy from farmers who are doing organic, it means we will
contract them to do that. Our long term plan will be to start our own farms. It is estimated
that the company will begin to make a profit in Year 2 of operations. The company does not
expect to have any cash flow problems during the first four years of operations.
United Arab Emirates (UAE) market entry
Our foreign entry market will be in Germany and UAE. We have already established
relation with a number of companies in UAE who are importers and distributors of fruits.
The biggest fruits and vegetables distributor in Middle East, Greenbelt Global has asked
Breath of Heaven to be ready to supply them with a minimum of 40’’ container of mango
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and avocado each twice a month. Breath of Heaven plans to start with supplying Green Belt
Global with two 40’’ container of avocado every month, this will start in August .
Germany market entry
Our next entry market will be Germany, through the registration of the business in Berlin
Germany so that we can start distribution directly into the market. Currently, Breath of
Heaven is receiving technical assistance from Germany Trade & Invest which is the
foreign trade and inward investment agency of the Federal Republic of Germany, whose
mission is to promote Germany as a location for investment and to identify investors for
the German market.
GTI is assisting us with information on the business environment and will provide
comprehensive project management and support services from site selection to the final
realization of the investment. We anticipate that by start of October, we will have a
presence in Berlin where our director Margaret Nduku resides.
Germany is a huge fresh fruits market and a gateway to EU countries. Many distributors
based in Germany enjoy the established logistic network that helps them supply efficiently
the EU nations. It is these distributors who we target to establish relation with and supply
them. This we believe will give us a leverage to supply distributors who appreciate
knowing their exporters.
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1.1 Mission
Breath of Heaven mission is to provide high quality, nutritional, and flavorful vegetables
and fruits for consumption in foreign markets.
2.1 Start-up Summary
2.2 Company Locations and Facilities
Our packing house will be at Old Donholm Nara Court in a facility owned by a relative that
we will rent. The farmers who will supply us are in Machakos, Kibwezi and Asembo Bay,
their fields are irrigated and have the capability of producing throughout the year.
The operation will utilize:

Nominating farmers.

Seeds.

Pack house.

Pack house tools and implements.

Office.

Transport.

Labor.

KEPHIS fee.

HCDA registration fee.

Air freight costs.
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
Shipping freight.
Products
Tropical fruits
1. Mangoes
2. Passion Fruits
3. Avocado
Asian Vegetables
1. Aubergine
2. Dudhi
3. Ravaya
4. Tindori
5. Turia
6. Varole
7.Chinese cabbage
Other Vegetables
1. Baby corn
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2. French beans
3. Baby carrots
4. Runner beans
5. Leaf salad
6. Snow peas
7. Sugar snaps
8. Garden peas
9. Leeks
3.1 Product Description
Vegetables
Breath of Heaven first line of production will be the Asian vegetables. The contracted
farmers practice irrigation and will be growing and harvesting throughout the year. With
the growth of the popular organic food niche, Breath of Heaven will focus its produce on
the intermediate organic label. This means that approximately 100% of the food
production process will be organic and all foods produced by Breath of Heaven will be
eligible for the "contains organic ingredients" label. The company's farm will have a
capacity sufficient to produce excess vegetables per year.
Fruits
The company's more technical horticultural aspects include efforts to utilize traditional and
more advanced plant technologies to produce new cultivars of crops.
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3.2 Technology
Currently, Breath of Heaven is conducting research to further test fruit and soil samples
from the farmers it is considering contracting
Market Analysis Summary
With market trends in mind, Breath of Heaven will concentrate on:

Wholesale vegetable markets.

Distributors.

Fresh farmers' markets.
4.1 Market Segmentation
The target customers include fruit and vegetable distributors and wholesalers demanding
organic and semi-organic produce, and private individual buyers through direct selling and
farmers markets. Our foreign entry market will be in Germany and UAE.
4.2 Industry Analysis
Strategy and Implementation Summary
The Breath of Heaven strategy is to profitably and efficiently utilize present and future
agricultural technology through contracted farmers and later in the farm they will
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establish. The company, by acquiring a farm, will gain a significant advantage. Additional
application and utilization of horticultural technology in the production of fruits will allow
utilization of the climate controlled portion of the overhead.
The company's goals in the first year are to:

Produce using contracted farmers.

Export to UAE market starting from June, 2014.

Establish operation in Germany by October, 2014.
The company's long-term plan is to have cold storages in Europe and Middle East together
with a well-established logistic network system for a successful distribution.
5.1 Competitive Edge
Breath of Heaven main competitive advantages are:

Efficient production utilizing greenhouses.

Reduced overhead by fully realizing crop output potential and economies of scale
through joint costs.
5.2 Marketing Strategy
Breath of Heaven will initially market and supply its products to target distributors and
wholesalers. The company is further exploring marketing opportunities on the Internet. To
this extent, the company would like to set up a website to market its products.
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The company will utilize aggressive advertising strategies to further market its products.
These strategies include the promotion of products through exhibitions, and attending
trade fairs.
5.2.1 Pricing Strategy
The company sets its pricing based on market rates as far as vegetable and fruit products
are concerned.
5.3 Sales Strategy
Direct sales contacts of vegetable and fruit markets, as well as calling by telephone of
potential market outlets, will be employed.
5.4 Strategic Alliances
The company has strategic alliances with:

An organization in Germany and it will help in registration and operation from
Germany. We will be able to operate from their office as a contact point. At that
point, we will have an influence since our firm will be considered a German
enterprise and be able to establish a closer link with clients. With huge orders
coming, we will be in position to contract farmers as we also build our farming
capacity. Also the firms doing distribution in Germany have well developed storage
and transport systems, we will seek later how to also build on these with our profits
and loans.
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Sales Forecast
Management Summary
Breath of Heaven management team is led by Enock who has extensive knowledge of the
industry. The company's management philosophy is based on responsibility and mutual
respect. Breath of Heaven has an environment and structure that encourages productivity
and respect for customers and fellow employees.
7.1 Personnel Plan
Overall, Breath of Heaven will have casual and permanent personnel.
Management
Management will be responsible for supervising and participating in the daily operations of
the facility.
Contract Personnel
They will be utilized initially for the moving and setting up of the fruit and vegetable farm,
greenhouses, and the building of the manure composting facility.
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