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What is the Main Aim of a Business Proposal ?

Answer :


“Summer Flavours” is the company which started its new business of flavoured water. The company is seeking for the funds of $100000 and it already has funds of $100000. The company wants to target the people who are conscious about their health and want an alternative to the fizzy drinks and other drinks which provides harm to their health. The business proposal contains the mission of the business, the details about the products offered by “Summer Flavours”, analysis of the industry by doing PESTEL analysis, analysis of competitors of the product and brand and by assessing the risks it could face because of market conditions, existing brands, etc. The financial plan of the company provides details about the financial needs and the further plans of the company. The marketing mix is also discussed so that the further strategies can be made by the company (Freed, et. al., 2013).


“Summer Flavours” is a favoured water brand which has the main mission to prove and fuel people’s life with healthy and tasty flavoured water which detox the body and keep their healthy lifestyle. It has main aim to provide quality products to the customers (Chang, 2016).

Product offering

The products of “summer flavours” are available categorized in 6 flavours at present but the company is planning to bring more flavours and products like fruit candies in the future. The flavours which are already planned are:

  • Lemon
  • Kiwi
  • Strawberry
  • water melon
  • Orange
  • Cucumber- Mint

Market analysis

Market analysis is the study to check the attractiveness of market for the product or brand. It is very important when a company starts its venture because it provides a blueprint of what the business needs to do ahead. It helps in attracting the investors, remove the hurdles and attract the customers.

Industry analysis

Industry analysis is a technique which helps in studying the particular industry and to assess the current business environment. This may be used by the company to gain competitive edge in the markets. It can be done through tools like PESTEL analysis or Porter’s Five Forces model (Sun, et. al., 2014). The industry analysis of “Summer Flavours” in Australia is given below:

  • Political factors: These factors are related to the political decisions taken by the government. It can be the support received by the government to start-ups can support the operations. The labour laws and environment protection laws have to be considered (Kotler & Keller, 2014).
  • Economic factors: The employment rate, inflation rate and purchasing power of people might affect the company’s business. It might also include the impact of globalisation and the competition from other brands. The increase or decrease of the prices of raw materials might hamper or support the business respectively.
  • Socio cultural factors: the trends in the society, health of population, social attitudes of people might affect or support the business of flavoured water. The increasing trend of being health conscious may impress people to use flavoured water instead of soda or alcohol (Zacharakis, et. al., 2011).
  • Technological: the emerging technologies like internet might increase the business of “Summer Flavours”. It helps in communicating with customers and others stakeholders involving low costs. UK is rich in technology so “Summer Flavours” will have efficient technology to prepare the flavoured water for the people.
  • Environmental factors: “Summer Flavours” has to take care of all environmental laws which are made by the UK government (Kotler, 2013).
  • Legal factors: “Summer Flavours” have to pay the taxes decided by the government of Australia.


“Summer Flavours” will have to face competition with the fizzy drinks and bottled water. There are other brands of flavoured water in Australia which are doing well. So, “Summer Flavours” will have to face competition from these brands like Aqua Pure, Life, Pump, Tesco, Minute maid, etc.

Primary Target market

The primary target market of “Summer Flavours” is the part of the whole population who wants to intake fresh and healthy water rather than fizzy drinks, tea, coffee or alcohol. The business will have to consider the basis of demographics, psychographics and behaviour for deciding the target market of the business (Fifield, 2012).




People aged between 15-60 years

People who are concerned for health and need taste.


Good and healthy lifestyle

Positive attitude of consumers towards flavoured water


People who seek healthy and tasty drink for consumption.

The diet and practices of consumers

(Ferrell & Hartline, 2008)


  1. Product: The products of “Summer Flavours” are developed and prepared by using water, fruits and then it is refrigerated to bring a pure and fresh taste. It is planned that it will be available in 6 flavours in the beginning but then new flavours and fruit candies will be offered by the company. These products are healthy, fresh and have good taste for people (Londhe, 2014)
  1. b) Pricing: The prices of flavoured water cannot be set high because the customers will then prefer other drinks instead of flavoured water. So, the prices set are market based which covers the cost of the product (Luan & Sudhir, 2010).
  2. c) Distribution: The flavoured water will be made available in different shops, outlets and kiosks by the brand on public places like markets, stations and offices/ colleges where people need more water to meet their thirst. “Summer Flavours” is planning to develop a smartphone application on which orders can be taken and the product is delivered at the doorstep of the customers. The products are also placed in the retail shops and supermarkets where people can notice the new product and make an attempt to purchase it (Borden, 2011).
  3. d) Promotion: The products of “Summer Flavours” will be advertised through social media, internet and the advertisements in health and fitness magazines and newspapers to make people aware about the new brand. The one page mock advertisement is given below:

Financial plan

The financial plan includes the use of funds for the initial set up of company for the first financial year. The company already have capital of $100000 and it is seeking for the funds of $100000. The company might get these funds from government loans or personal borrowings. For setting up a new business of flavoured water, the “Summer Flavours” is required to build up a financial plan which is given below:

Expenses (set up)

First year expenses in $

Research expenses


Marketing expenses




Rent of production area


Expenses of purchasing kiosks






Legal expenses


Equipment’s and machinery for making flavoured water


Cash and working capital requirements


Total requirements


(McAdam, 2013).

Critical risks

The critical risks to the business of “Summer Flavours” may be:

  • The business of flavoured water which already exists in the market and is doing well like Aqua Pure and Minute maid.
  • The increase in the consumption of fizzy drinks and the drinks containing alcohol
  • The claims by the food inspectors that the flavoured water contains more sugar content which ruins the health of population (Ciucescu, 2016).


It can be concluded that “Summer Flavours” is a proposed business plan for flavoured water in Sydney and in other parts of Australia as well through internet. The business aims at providing healthy and tasty drinking water to the customers so that they can main healthy lifestyle. The products offered by the business are in various flavours and the business plans to develop more projects in future. Market analysis has been done along with the competitor analysis to know how the business has to operate in the industry. The primary target market of flavoured water is the people of Sydney who really want to adopt healthy lifestyle and have fresh water with the taste of fruits. Marketing mix has been done to help the business in making future strategic plans for the business



Blythe, J., 2013, “Principles and practice of marketing”. . Sage.

Borden, N. H., 2011, “The Concept of the Marketing Mix". In Schwartz, George. Science in marketing. Wiley marketing series.

Chang, M. 2016, "Entrepreneurship your business plan", IEEE Engineering Management Review, vol. 44, no. 1, pp. 21-23.

Ciucescu, N. 2016, "BUSINESS PLAN - MANAGEMENT TOOL OF THE ENTREPRENEUR", Studies and Scientific Researches: Economics Edition,

Ferrell, O.C. & Hartline, M.D. 2008, Marketing strategy, 4e []. edn, Thomson South-Western, Mason, OH.

Fifield, P. 2012;1998;, Marketing Strategy, 2nd;2; edn, Taylor and Francis, Saint Louis.

Freed, R.C., Freed, S. & Romano, J.D. 2011;2013;, Writing winning business proposals, 3rd edn, McGraw-Hill, New York.

Kotler, P., & Keller, K., 2014, “Marketing and Management”,. , USA: Pearson Prentice Hall.

Kotler, P., 2013, “Principles of Marketing”. Pearson Education Limited.

Lavinsky, D. 2013, “Marketing Plan Template: Exactly What To Include”. Forbes.

Londhe, B.R. 2014, "Marketing Mix for Next Generation Marketing", Procedia Economics and Finance, vol. 11, pp. 335-340.

Luan, Y.J. & Sudhir, K. 2010, "Forecasting Marketing-Mix Responsiveness for New Products", Journal of Marketing Research, vol. 47, no. 3, pp. 444-457.

McAdam, J. 2013, The One-Hour Business Plan: The Simple and Practical Way to Start Anything New, John Wiley & Sons Inc, US.

Sun, Y., Guo, P., Ma, Z., Li, T. & Dang, S. 2014, "UK-based external business environment analysis of outdoor adventure clothing using the PESTEL tool and its future outlook", IEEE, , pp. 306.


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