MULUNGUSHI UNIVERSITY

SCHOOL OF BUSINESS STUDIES

NAMES STUDENT NUMBER

EMMANUEL SAMBAMBI 202201859
ONESIMUS SINYANGWE 202202537
JAMES GANYA 202205652

COURSE: NEW VENTURE CREATION

COURSE CODE: BBE 351

LECTURER: MR CHIBANGULA

ASSIGNMENT 1
Masuku is a small evergreen tree with large brittle, ovate to obviate leaves. These are used to
make products like wine, juice and jam. As this fruit is popular with local people, there is great
potential for domestication. Developing a model for the production and distribution of Masuku-
based products can be used by the Alexander Osterwalder Business Model Canvas. The
Alexander Osterwalder business model canvas is simply a tool that helps entrepreneurs and
businesses to visualize and plan their business model. It comprises of nine key elements which
are customer segments, value propositions, channels, customer relationships, revenue streams,
key resources, key activities, key partners, and cost structure. To understand this better, will look
at each of the components and discuss how each of the components can be implemented in the
Masuku products in making wine, juice and jam.

The first point will look at is the customer segments, the customer segments for the Masuku
preparation business would be Creating a business model for the production and distribution of
Masuku-based products using the Alexander Osterwalder Business Model Canvas.

The customer segment can be for Health-conscious individuals and families looking for natural,
organic nutritious products, for the local people. The customers may tourists who are looking to
taste local delicacies, retailers like local stores and health food shops, and export markets the
international markets interested in exotic fruits.

Value propositions: The value propositions for the Masuku preparation business would be the
health nutritional benefits of the Masuku fruit, wine and jam plus the unique and exotic flavor of
the fruit, and the natural and organic nature of the product. In addition, the use of Masuku that
will even rot hence promoting sustainability. Moreover, offering Masuku wine, juice and jam
covers a wide range of consumer preferences. Lastly the Masuku are beneficial because they
provide economic support to the local farmers and communities through fair trade. The business
could also emphasize the sustainability of the product, as the Masuku fruit is a wild plant that
does not require pesticides or other harmful chemicals.

Channels: The channels for the Masuku preparation business would include some direct sales in
farmers markets and local food fairs as well as retail distributions lie partnering with local
grocery stores and health. In addition, online retailers are part of the channels for Masuku
preparation which are the E-commerce website broader reach and lastly collaborating with
restaurants to feature Masuku products. The business could also sell directly to customers
through pop-up shops at health and wellness events.

Customer relationships: The customer relationships for the Masuku preparation business could
be built through different program and systems and other personalized marketing and customer
services, as well as through social media engagement and partnerships. The business could also
build relationships with customers through loyalty programs lie discount and rewards for repeat
customers and also through some surveys and social media engagements to gather consumer
insight.

Revenue streams: The revenue streams for the Masuku preparation business would include
sales of the Masuku wine, fruit juice, and jam through online and offline channels which are the
direct sales and the retail distribution. The business could also generate revenue through
licensing agreements with other companies that would love to use the Masuku fruit in their own
products which is the Masuku wine, juice and jam.

Key resources: The key resources for the Masuku preparation business would include the
Masuku fruit itself, as well as the equipment and facilities needed to process and package the
fruit. The business would also need to invest in marketing and branding efforts to build
awareness and recognition of the Masuku fruit.

Key activities: The key activities for the Masuku preparation business would include sourcing
and processing the Masuku fruit, packaging and labeling the products, and marketing and selling
the products to customers.

Key partners: The key partners for the Masuku preparation business could include local farmers
who grow the Masuku fruit, as well as distributors and retailers who help to get the product to
market. The business could also partner with influencers and thought leaders in the health and
wellness space to build awareness and credibility.

Cost structure: The cost structure for the Masuku preparation business would include the costs
of sourcing and processing the fruit, as well as the costs of packaging and marketing the
products. The business would need to balance these costs with the revenue generated from sales
to ensure profitability.
 BUSINESS MODEL CANVAS FOR MASUKU PLANTS
INFRASTRUCTURE OFFERING CUSTOMERS
VALUE PROPOSITION
KEY PARTNERS KEY RESOURCES CUSTOMER CUSTOMER
Could be:-
- Government - Raw materials SEGMENTS RELATIONSHIP
• Core Value
- Famers - Production facility
- High Value • Local consumers • Community
- Financial institutions - Human resources
products • Tourists engagements
- Distributors - Intellectual property
- Jam • Regional market • Customer feedback
- Distribution network
- Wine • Niche market • Social media
- Packaging
• Benefits • Export market marketing
- Nutritional • Loyalty programs
KEY ACTIVITIES benefits
- Harvesting and sourcing - Diverse
- Processing and manufacturing product range
- Product development - Eco- friendly
- Quality control production CHANNELS
- Marketing and sales - Supporting • Direct sales
- Logistics and dristribution local economic
• Retail Distribution
growth
• Online Sales
• Distribution

FINANCES
COST STRUCTURE REVENUE STREAMS
- Raw material costs • Product sales
- Production costs • Premium products
- Marketing costs • Seasonal sales
- Distribution costs • Tours and tasting events
- Compliance costs • Licensing
• Advertising
Conclusion

By turning surplus masuku into juice, jam, and wine, this business model aims to create a
sustainable, profitable enterprise that supports the local community and reduces food waste. The
strategy includes a focus on high-quality production, strategic partnerships, and a multi-channel
sales approach to maximize market reach and revenue. This approach not only provides a new
economic opportunity for mukushi but also delivers a unique product to a broader market.
Overall, the Masuku preparation business can capture value in the market by offering unique and
healthy products that appeal to health-conscious consumers. By leveraging the Alexander
Osterwalder business model canvas, the business can identify key elements of its business model
and develop strategies to optimize its operations and maximize its revenue.
 REFERENCES

Osterwalder, Alexander, et al. Business Model Generation: A Handbook for Visionaries,

Game Changers, and Challengers. John Wiley &Sons,2010

Osterwalder, Alexander, et al. Value Proposition Design: How to Create Products and
Services Customers Want. John Wiley & Sons,2014

Ries, Eric. The Lean Startup: How Today's Entrepreneurs Us Continuous Innovation to
Create Radically Successful Businesses. Crown Business, 2011

Kim, W. Chan, and Renée Mauborgne. Blue Ocean Strategy: How to Create Uncontested
Market Space and Make the Competition Irrelevant. Harvard Business Review Press, 2015