SERENGETI BUSINESS GROUP

(SBG)

The Business Plan

March 2023
Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

Table of Content

INDUSTRY OVERVIEW……………………………………………………………...………..1

EXECUTIVE SUMMARY………………………………………………………………...……1

PRODUCTS AND SERVICES……………………………………………………………..…..2

MISSION AND VISION STATEMENT…………………………...………………………..…3

JOB ROLES AND RESPONSIBILITIES……………………………………………………..3

SWOT ANALYSIS………………………………………………………………………………5

MARKET ANALYSIS……………………………………………..………………………..…..6

TARGET MARKET……………………………………………………………………………..6

SALES AND MARKETING STRATEGY………………………...……………………..…….7

SALES FORECAST…………………………………………………...……………...…………8

PUBLICITY AND ADVERTISING STRATEGY…………………………...………………10

OUR PRICING STRATEGY………………………….………………………………………11

STARTUP EXPENDITURE (BUDGET)………………………..…………………..………..12

SUSTAINABILITY AND EXPANSION STRATEGY…………………….…..……………14

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

1. INDUSTRY OVERVIEW

The nuts and woods market globally is expected to grow from the periods of 2023 to 2028 at
1.7% CAGR. As at 2023, the global nuts and woods market was valued at $1,137.06 billion and
it is expected to reach $1,279.4 billion by 2028.

Demand wise, nuts and woods in tons totaled 37.38 million as at 2023 and is expected to reach
41.34 million tons as at 2028 at 1.40% CAGR during the stated periods between 2023 and 2028.
The value in kilograms was 4.41 billion as at 2022 but it is expected to reach 7.86 billion by
2028 at 7.70% CAGR during the stated periods.

Product wise, the global nuts and woods market according to its leading position is divided into
cashew nuts, peanuts, walnuts, almonds, macadamia nuts and Teakwood, Softwood, Pinewood,
Mahogany respectively.

The demand for cashew nuts and woods has been increased into the global markets especially in
Europe and Asia.

In terms of geography, Asia Pacific, North America, Europe and the rest of the world has a high
share in exporting nuts. As at 2014, the market was dominated by Asia Pacific. In North
America, the United States is leading in terms of exports followed by Canada and the rest of
North America.

2. EXECUTIVE SUMMARY

SERENGETI BUSINESS GROUP is a standard and leading cashew nut and woods buyers and
exporter that is based in Dar es Salaam – United Republic of Tanzania, here in Tanzania and
Africa we buy unprocessed cashew nuts and woods and sell them to Europe and Asia.
Our aim is to ensure that we buy cashew nuts and woods from Tanzania and Africa and sell them
as the highest quality to our various customers all over the Europe and Asia. We also aim to offer
other services as well such as franchise and advisory services in line with our revenue generation
goals.

Our aim of establishing SERENGETI BUSINESS GROUP

Chiwanga Business Group is not only to generate revenue and maximize profit but also to
favorably compete against similar cashew nuts and woods brands both new and existing, and be
known as one of the top five cashew nuts and woods buyers and sellers in Africa within five
years. In order to achieve this, we have gone the extra mile to ensure that we get the best
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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

professionals so that we will run a standard cashew nuts and woods company of buyers and
sellers.

We have been able to procure the necessary licenses and permits from the Government agency
here in Dar es Salaam so that we can carry out our business without breaking or running afoul of
any laws. We have structures and processes put in place to ensure that when it comes to hygiene,
processing and packaging, we will be on top of our game.

Our Company is located in an area that is easily accessible to our clients. We have put structures
to ensure that the company is conducive at all times for our clients and partners.
Because of how seriously we take our business structure, we have gone the extra mile to ensure
that we source for and hire only the best employees for our company, Serengeti Business Group.
Serengeti Business Group will do its best and ensure that from scratch we achieve our intention
of becoming a national and regional phenomenon.

We will also put measures in place to ensure that our employees and partners receive regular
training in line with the industry trend so as to make them more productive.
Serengeti Business Group is established and owned by Mr…………………….., Mr. Fadhil
Chiwanga, Mr Paschal Mlaponi whose has the required experience and expertise necessary to
ensure that the company is able to attain all its goals and objectives.

3. PRODUCTS AND SERVICES

Our aim at Serengeti Business Group is to ensure that we are able to buy cashew nuts and woods
from Tanzania and Africa and sell to our customers in the Europe and Asia.

Because we intend to create multiple sources of income so as to boost our bottom line and grow
our business, we intend to offer other services such as training and consultancy services focus in
cashew nuts and woods. We want to be able to make as much profit as is permitted under the
laws of the United Republic of Tanzania.

Therefore some of the products and services we intend to offer are;

 Consultancy and

 Advisory Services

 Training

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

4. MISSION AND VISION STATEMENT

Our vision is to buy and sell cashew nuts and woods through a quality standard. We also intend
to be the preferred brand by customers when it comes to buying and selling.

In order to achieve our vision, we intend to deal in the best business practices and also build a
solid business structure that will see us employing competent and dedicated employees that
understand our corporate goals and objectives.

Our Business Structure

When starting a business, all may not go exactly as planned and this is sometimes due to
circumstances that might be beyond the control of the entrepreneur. However, having a solid
business structure should be something that should firmly be in the control of the entrepreneur as
this would make starting the business have little or no hitches as regards the employees and will
also allow the entrepreneur concentrate on other aspects of the business.

In view of how serious we regard our business structure,

Serengeti Business Group are willing to go the extra mile to ensure that we source for and hire
competent and dedicated employees who understand how our sort of business works and who are
willing and committed to ensuring that we are able to achieve all our set goals and objectives.
Our management staff for instance are fully identified with our core vision and philosophies and
will do all them can to ensure that the non-management staff implement the rules effectively.

5. Job Roles and Responsibilities

Chief Executive Officer

Creates the vision and direction for the organization, communicates and ensures that it is
effectively implemented

Drafts the overall budget and other important documents on behalf of the organization

Monitors and evaluates the direction of the business and removes policies that are not regarded
as effective

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

Purchasing Officer

Responsible for procuring raw materials on behalf of the firm

Sources for vendors and suppliers and ensures that they are reliable, and deals with them on
behalf of the organization

Drafts and reviews the necessary purchasing contracts for the benefit of the organization

Delivery Drivers

Drives the company’s van to and from several sales location and ensures that all orders are
accurately delivered

Supervises and assists the loading and offloading of products from the van

Ensures that he obeys traffic regulations at all times and keeps a logbook of distances travelled
and routes taken

Store Manager

Responsible for inventory and monitors to know when replenishment is needed

Responsible for the security of the shop

Carries out light repairs when necessary

Cleaner

Responsible for cleaning the premises and convenience for employees and customers

Ensures that cleaning supplies don’t run out of stock

Carries out any other duties as might be assigned by the human resources and admin manager

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

6. SWOT Analysis

In our bid to ensure that we run a standard cashew nuts and woods business, we have engaged
the services of the finest business consultant here in Dar es Salaam to look through our business
concept and determine how best suited we are to not only run a standard cashew nuts and wood
business but to also favorably compete with other similar businesses as well.

Due to this we have taken stock of our strengths, weaknesses, opportunities and threats and used
this to understand how we are likely to survive not only in our industry here in Tanzania but also
all over the Africa as well. The result we got after conducting the SWOT analysis for Serengeti
Business Group.

Strengths

Our strength lies in the fact that the cashew nuts and woods are of high standards and meet the
needs of our various clients.
Our partners and employees are the best in the field and have the experience necessary to ensure
that we achieve all our corporate goals and objectives. Finally, our Chief Executive Officer has
vast experience and the necessary expertise that will ensure that we achieve all that we set out to.

Weaknesses

We are a new company and as such do not have the necessary finance and staff strength needed
to compete against already established cashew nuts and woods businesses, which means that it
not easy for us to break into the industry here in Tanzania and all over the Africa.
We however have plans in place that will help us overcome this.

Opportunities

There are several opportunities available to us in this industry as there are lots of people who
understand the dietary benefits of cashew nuts and are convincing others to consume cashew nuts
and major demands and uses of the woods worldwide.

Threats

Every business faces threats every now and then and so the arrival of a new competitor to our
same location, offering the same services is a threat as well as stringent major businessmen in
cashew nuts and woods industry.
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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

7. MARKET ANALYSIS

Market Trends

Cashew nuts and woods have become one of the most demanded products in the global market;
this is because of the positive effects of nuts such as on the human body and great demand of
woods for buildings and constructions.
Nuts especially those of cashew contain nutrients such as fiber, proteins, folate and several other
minerals, and this has encouraged more people to consume this nut daily.

Cashew nuts and woods have great demand in the global markets, since the consumption of
cashew nuts have increased and the great demand of woods have increased.

8. OUR TARGET MARKET

Our cashew nuts and woods will be one that will be made available to all our customers in our
target market.
Our target market however at a glance cannot be restricted to just a group of people, which is
why we have conducted a market research that will enable us fully determine who we are really
going to buy our products to.

The market research we have conducted will enable us have an idea of the market and what we
should be expecting from them. We therefore are in business according to research to cater to the
following groups of people;

 Wholesalers and Retailers

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

Our competitive advantage

Our intention of starting Serengeti Business Group is to ensure that we build a business that will
be amongst the top ten well known buyers and sellers of cashew nuts and woods brand globally
and will be amongst the first top five brands here in Africa. To achieve this huge vision, we have
come up with competitive strategies that will allow us compete favorably against our
competitors.

We intend to buy and sell both cashew nuts and woods, which we know is more difficult to
procure but which our clients will prefer. We have therefore set plans in place to ensure that we
are able to buy high value cashew nuts and woods so as to fully achieve our vision. 

All those who work for us come with vast experience and our management staff are those who
are not only highly experienced but understand how to build a business from scratch to becoming
a national and regional phenomenon. We have a solid distribution network and an excellent
customer service culture that will be of great advantage to our business.

Finally, we have great welfare and incentive packages that will ensure that our employees are
well paid, and that those who work hard enough get incentives that is intended to boost their
attitude.

9. SALES AND MARKETING STRATEGY

Sources of Income

Serengeti Business Group is established with the aim of generating revenue and maximizing
profit in the agro processing food and wood industry here in the United Republic of Tanzania.
To maximize this profit, we are going to do all that we can to ensure that a large percentage of
our target market gets our products.

Serengeti Business Group will therefore generate income by selling the following products and
services;

 Cashew nuts
 Woods
 Consultancy and

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

 Advisory Services
 Training

10. SALES FORECAST

The use of cashew nuts have spread from commercial purposes to personal purpose, which
means there will always be a demand for cashew nuts.
And also the use of woods global has been increased in the global market.

Europe and Asia has positioned to meet the demands of our target market all over the globe, it is
not only generating enough income but also making enough profit in our first year and breaking
even in our second year.

Data and information that was used to forecast our sales projection were taken from similar start-
ups such as ours here in Dar es Salaam, United Republic of Tanzania.

Below therefore are the sales projections for Serengeti Business Group and based on several
assumptions and data gotten from the market;

First Fiscal Year-:  $200,000

Second Fiscal Year-: $300,000

Third Fiscal Year-:  $500,000

N.B: The above sales projections were carried out based on what we obtained from the industry
for the stated period. The assumptions used were that there won’t be an economic meltdown and
that we won’t have to battle with the arrival of a major competitor offering same services during
the stated period. Should there be any change whatsoever in the above assumptions used, it
would affect our sales projections and might cause an increase or decrease in the figures.

Marketing Strategy and Sales Strategy

Marketing is a very important part of any start-up business as this section not only has to
understand what the target market wants but also know the right strategies that will be needed to
be applied on this target market in order to bring forth results – revenue.

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

The revenue gotten from marketing a business is what is being used to continue to run the
business after the capital must have been exhausted. Marketing therefore is very paramount to
the growth of a business.

In view of this, we intend to first conduct a thorough market research that will allow us
understand our target market and what to expect from them. Also the market research will allow
us draft effective marketing strategies that will allow us have a huge share of the market and also
be able to compete favorably against our competitors, not only here in Dar es Salaam, United
Republic of Tanzania but all around the Africa. We will also look for new target markets so as to
gain grounds and have a large share market.

We intend to engage the services of a reputable marketing consultant who has experience in this
industry and environment to help draft effective marketing strategies that will allow us stand out
in the market place. We will also empower the marketing consultant to ensure that he or she
works with our marketing team to incorporate our corporate marketing and sales goal and help us
achieve our goals and objectives.

We intend to ensure that our marketing and sales team are not only empowered to monitor the
marketing strategies drafted but also review and remove the ones thought to be ineffective or
ones that will not fully achieve what we intend it to. Our marketing and sales team will also
make use of technology and other means in ensuring that our processed cashew nuts are
marketed to our target audience.

Therefore, the marketing and sales strategies that we intend to adopt at Serengeti Business Group
in selling and marketing our business are;

 Ensure that we introduce our cashew nuts and woods business formally to high level and
corporate clients as well as other stakeholders in the industry

 Throw a unique party before declaring the business open, to generate interest amongst
our target market

 Place advertisements in our social media platforms such as Facebook, Twitter, LinkedIn
and Instagram to market and sell our processed cashew nuts

 Ensure that we are listed in yellow pages as well as on online directories

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

 Engage in direct marketing to all our clients

11. PUBLICITY AND ADVERTISING STRATEGY

Ensuring that a brand has constant and positive awareness is very important and all brands know
the essence of this, whether new or already established. Publicizing a brand is also a means of
advertising the brand to ensure that not only the target market are aware of the brand, but that
more people patronize the brand by either buying its products or paying for its services.
Publicity also ensures that the image of the brand is positively communicated as well as its
corporate values.

In view of this, we intend to engage the services of a brand expert who not only understands the
business thoroughly but the environment we are operating from and what strategies would best
be applied that will allow more people to be attracted to us.

Also, the publicity strategies that would be proffered will be one that will allow us compete
favorably against our competitors – new or already existing. The platforms that we intend to use
therefore in promoting and advertising Serengeti Business Group are;

 Create an interactive website and do all we can to publicize our cashew nuts, woods and
other products

 Place advertisements on local newspapers and lifestyle magazines as well as on radio and
television stations ( if possible)

 Place flexi banners in strategic locations in and around the environs of Tanzania in the
regions of Dar es Salaam, Mtwara, Iringa, Morogoro, Mpanda and others.

 Distribute our handbills and fliers in target areas

 Use social media platforms such as Facebook, LinkedIn, Twitter and Instagram to
vigorously promote our brand

 Participate in local community programs by sponsoring programs that would promote our
cashew nuts and woods business
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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

12. OUR PRICING STRATEGY

Setting the right price for our cashew nuts and woods is very important especially as we intend to
make profit from our business. It is important therefore that we identify all the factors necessary
so that we would be able to offer fair prices to our customers whilst also not running at a loss as
a business ourselves. The factors that we will consider are what our overhead and running costs
are, what our competitors are offering and what the industry determines as fair without causing a
price war.

In order therefore for us to attract the number of customers that will allow our business to grow
as it should, we will be offering a discount on our cashew nuts and woods for the period of six
months. We have carried out a careful study of this period and have determined that even though
we will be running at a low gross margin for this period, we will not be incurring any loss
whatsoever for our business.

Payment Options

Due to the all-inclusive payment plans we intend to adopt at Serengeti Business Group that will
accommodate all our different customers and their diverse preferences, we have carefully studied
several payment options and come up with the best.

Some of the payment options that we therefore will make available in every of outlets include;

 Payment via cash

 Payment via Point of Sale (POS) machine

 Payment via Credit Card

 Payment via online payment portal

 Payment via bank draft

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

In view of this, it should be noted that we carried out careful deliberations on each payment
option before adopting it. The above payment options will be advantageous to both our company
and our clients as well.

13. STARTUP EXPENDITURE (BUDGET)

When starting a cashew nuts and woods business, there are certain aspects where one is expected
to spend the bulk of the generated capital on, and most of the bulk of this capital is usually used
for stuffs that are majorly under overhead expenses like buying of the products from customers
and cost for transportation from Tanzania to Asia and Europe.
Others may be running expenses such as paying the salaries of employees as well as utility bills
and permits from government authority.

The key areas where we will be spending our start-up capital on are;

 Total fee for registering the business in Tanzania – $170

 Obtaining of licenses and permits as well as accounting software and other legal expenses
are – $300

 Insurance coverage (general liability, workers’ compensation and equipment insurance)

 Operational cost for the first six months (paying of employee salaries and payment of
utility bills) – $3,000

 Cost of start-up capital for buying cashew nuts and woods (raw cashew nuts and
packaging materials) – $20,000

 Cost of administrative expenses (Office rent, stationery, phones, computers and furniture)
– $5,000

 Cost of leasing of purchasing a distribution/delivery van per 3 months– $1,000

 Cost of leasing a facility for at least 1 year –$3,000

 Cost of launching an interactive website – $430

 Cost of transporting Cashew nuts and Woods from Tanzania to Europe and Asia
approximately $10,000 per three months.

Total Budget US $43,400

From the above break down, it is obvious that we need the sum of $43,400 in order to start and
run our cashew nut and woods buying and selling business in Europe and Asia successfully here
in Tanzania. The bulk of the sum will be going into paying of salaries and utility bills for at least
3 months, leasing of a delivery van, leasing a facility and also getting the necessary equipment
that will be used to run the business and get the cashew nuts and woods to Europe and Asia.

Generating Funding/Startup Capital for Serengeti Business Group, here in Dar es Salaam,
United Republic of Tanzania.

Serengeti Business Group is a business owned and run by ……………. and his friends. He
specialize in managing different business over the periods of years now is inviting his friend and
external partners to own a share of the business. This has led to the restriction of the capital
sourcing to just three major sources.

Therefore the areas where we intend generating our start-up capital from are;

 Sourcing for soft loans from friends

 Applying for loan from the bank

N.B: We were able to generate the sum of $50,000 as a share capital from our friends, and we
recently expect to get the sum of $50,000 approved for us from our friends and partners after all
documents were signed and conditions met. The company will be a limited by shares.

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 Serengeti Business Group - The buyer of Cashew nuts and Woods 2023-2026
from Tanzania and Africa and selling to Europe and Asia

14. SUSTAINABILITY AND EXPANSION STRATEGY

We know how valuable how customers are to us because without them we will not be able to
generate the needed revenue that will not only sustain our business but allow us grow and expand
at the pace we want. Due to this we intend to give our customers’ utmost priority especially
when it comes to ensuring that accurate orders get to the right destination and that complaints if
any are handled as quickly as possible.

Customers want to know that a brand not only listens to them but acts also. We will also give out
incentives every once in a while to all our loyal customers and have loyalty discount programs in
place for those who refer us to others.

Finally, we intend to ensure that we retain a certain percentage of our earnings back into our
capital base. This will ensure that we have a sustained bottom line that will allow us run our
business and also expand it when we deem fit. These strategies we have listed will be enough to
boost and expand our cashew nuts and wood buying and selling business.

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