Edoardo Noah Israilovici
Entrepreneurship & new venture creation
Prof. Carlos Canivell
Eu Business school
Barcelona, Spain
Executive Summary
Italianissimo is an online business that will focus on the sale of fresh food products such as vegetables, fruits, dairy, meat and other food items to the people in Italy. The business model that will be used in the business is a B2C model where the business will be selling direct to its final customers. The business will be an online business which means will have a mobile app where the customers will order its products and have them delivered to them. The customers will need to incur the costs of delivering the products to them. Italiansimmo will start as a sole proprietor and as it progresses it can be turned into a partnership or corporation. This business plan is includes the external and internal analysis of the factors affecting the business and a SWOT analysis which entails the strengths, weaknesses, opportunities and threats of the business. The business plan also incorporates the strategy and objectives of the business.
Introduction and Background
The Italian people like to have fresh vegetables and food at home and hence a business that sells fresh vegetables, meat and fruits is a good business that will thrive and grow in the areas. The e-commerce has grown so much in the country with some of the businesses offering their products and services online (Demartini et al., 2018). Most people like e-commerce because they can order and have their products delivered to them at the comfort of their homes or workplace. Also, a big population has an access to the internet every day and hence can easily download apps and files on their smartphones and devices.
Business idea
This business is an online business that will sell vegetables, fruits and meat online. The products sold by the business will be 100% Italian which means that the products will be sourced from the local farmers to help grow the economy. The products of the business will be accessed via a mobile app that the customers can download online and create accounts. Once customers order their products they will be able to get them delivered to them within a maximum 30 minutes. The customers will need to pay a delivery fee to cater for the transport costs.
To serve the people in Italy with diligence, promptness and ensure that the people enjoy fresh market products without the hustle and bustle of going to the market themselves. Through delivery of the products as at and when the customers need them we provide convenience of having to continue with daily activities without worrying where your next meal will come from.
To become the trusted supplier of fresh vegetables, fruit and other food products all over Italy.

  1. Convenience for the customers- the business values ensuring that the customers get the products at their desired location.
  2. Health and wellbeing- By providing fresh and high quality vegetables the business ensures optimal health and wellbeing of the customers.
  3. Customers- we value our customers and will strive to ensure that they are satisfied at all times and their needs are met.
  4. Employees- we value the input that the employees have in the work and hence strive to ensure that the employees have a good salary and also enjoy good working conditions as well.

External analysis
Industry analysis
The food industry is a big industry is a desirable industry and this is because operating in the industry gives a business so much potential to grow its revenues and incomes. There is a lot of competition in the industry and this is because the business will be competing with very large businesses in the industry such as Conad and Coop Italia which are already known and established. This shows that the rivalry among the competitors is a strong force in the industry. The customers have a very strong bargaining power and this is because the number of businesses selling similar products are countless and that means that the customers have a lot of alternatives to select from (Demartini et al., 2018). The costs of switching from one seller to the other are also very low and that means that it is easy for the customers to buy from any suppliers.
The suppliers in the industry do not have so much bargaining power and this is because there is a high number of suppliers that the business can choose to buy from and this makes the industry a desirable industry to invest in. There is a high threat of substitutes in the industry. There are various supermarkets, market sellers, online sellers and even street sellers offering similar products and this makes it easy for the customers to switch to the other sellers. The threat of new entrants in the industry is a weak force. There are no barriers to entrance into the industry, however, for a business to succeed there is need to incur costs for the development of the brand.
Environment analysis
There are various external environmental factors that will affect the business operations. Political factors such as the political stability of Italy will affect the operations of the business. When there is political stability and peace the sales and productivity of the organization will go up and when there is no peace the sales will go down. Economic factors such as taxation and inflation will dictate pricing of the products. If there is inflation then the prices for the commodities will go up and this is because the business will get the products from the suppliers at a higher price.
The social factors work in favor of the business. Since the online buying habits are becoming a norm then the business is able to generate so much revenue from selling its products online. People in Italy are also becoming health cautious and this means that most people are looking for healthier alternatives when choosing what they want to eat. Technology is also a factor that affects the business. The growth of the e-commerce and online selling avenues presents more opportunity for the business to grow its sales and revenue (Kurnianto et al., 2019). The business has to be cautious of the environment and ensure that it does not release waste which results to the pollution of the environment. Legal factors are unavoidable in this business, it has to comply with the laws of Italy concerning food distribution and ensure that the products are not harmful to the consumers.
Competitor analysis
The food industry is highly competitive and this is because there are various supermarkets and grocery stores all over the country which offer this type of products all over the country. One of the major competitors to the business will be the Conad supermarket which has branches all over the country. The supermarkets offer the food products; vegetables and fruits at very affordable prices (Genadinik, 2019). The business has a large market share and is a known brand which makes it a big threat for the business.
Another competitor to the business is Coop Italia which is also a big supermarket that sells food products in the country. The business also has a big market share and is a well-known brand in the country. The market sellers and roadside sellers also are a threat to the business. There are various vendors that offer the vegetables and fruits to the customers in markets and in the streets (Fox, 2018). Most people will buy from these vendors because the prices they offer are slightly lower and affordable compared to the prices which are offered by the supermarkets and online stores for the same products.
Internal analysis
There are various internal factors that impact on the business and have a bearing on the success of the business. The organizational structure of the business will be a matrix organizational structure where the power and authority in the business is not centralized. Since the power and authority does not entirely rest on the management this gives the employees the power to make some decisions and hence the process of decision making is faster (Genadinik, 2019). At the start of the business the management will be enough to oversee the affairs of the business but as the business grows there will be need for a board of directors to help make the critical decisions in the company.
Since the business is an online business the resources that are critical for the success of the business are the mobile app and software. There is need to ensure that the app has updates to help ensure that the customers have a good experience buying from the business. Human resources for the business at the start of the business include the owner of the business, a manager, sales person and the delivery guys. Financial resources needed to start up the business will be $8,000 dollars for stock and the app development. The finances will be acquired from the savings of the owner and the contribution from friends.
The culture of the organization will be creating a friendly atmosphere for the customers. If customers call the business they are assured that their calls will be answered with a lot of calmness and warmness. The reputation of the business is very important for its survival in the industry and the business will thrive to ensure it protects it (Kepczynski et al., 2018). The business has a lot of marketing capability and this is because it can advertise its services online through the social media application and reach most of its target customers.
SWOT analysis
As a startup one of the strengths of the business is that the business has a high marketing capability and this means that the business will be able to reach more customers through its marketing efforts. The business has cheap and faster delivery for its products. Since the business delivers its products within thirty minutes it will be more convenient for its customers compared to most of the businesses.
Some of the weaknesses of the business include the lack of a developed brand image. The business is competing with organizations that have already established themselves in the industry (De Corato & Cancellara, 2019). The business also has technical problems; since the mobile app is new it has some crashes and lags which affect the experience of the customers negatively.
As the business grows there are many opportunities for it to expand further. The business has opportunity of identifying other attractive and highly profitable market segments and investing in them. This will help the business increase its earnings. The business also has an opportunity of start a chain business where it will have various branches which will be selling similar products and offer similar prices.
The business is exposed to various threats at the moment. There is an increase in the cybercrime rates and cases and this makes the online business exposed to attackers. Attackers can have access to the customers’ information and data and use the information for malicious reasons. Another threat in the business is imitation by other businesses. Since the mobile app will be accessible over the internet then some organizations could try to imitate the app and deceive customers into thinking that the app belongs to Italianissimo.
Strategic lines, Targets and objectives
The main objective of the business is to offer fresh food products to the Italian people at their homes and make a profit out of it. The business has various objectives to be attained at the end of the first five years of operation of the business. The business needs to have a profit margin of 20% at the end of five years that will give the business an opportunity to expand its operations easily. The business also aims at achieving monthly sales of $1 million at five years.
The business aims at increasing efficiency and ensuring that the mobile application gets 98% rating on its speed, accessibility and ease of use. The business also aims at increasing its market share; the proportion of the market which it controls (De Corato & Cancellara, 2019). The business aims at having a 10% market share at the end of the five years and this is considering the fact that the industry is made up of many major business that are already developed and performing well.
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