GOODLUCK AGRODEALER AND HATCHERY

GOODLUCK
AGRODEALER
AND HATCHERY
“For a healthy nourished life"

BUSINESS CONTACTS:

PHONE NUMBER: +254 729 980 120 /+254 759 958 744

EMAIL: annchikamai@gmail.com

P.O. BOX 12-30205 MATUNDA

PRESENTED TO : TONY ELUMELU FOUNDATION |

Table of Contents

Executive Summary 3

I. Introduction 4

II. The product/service 5

III. Industry and market analysis 6

IV. Competition 7

V. SWOT analysis 8

VI. Marketing Plan 12

VII. Management 13

VIII. Financial Plan 14

IX. Appendices
3.0 EXECUTIVE SUMMARY

Goodluck Agrodealer and hatchery is a business enterprise in circular economy involved in production fresh fish from
earthen ponds in order to provide white meat. The aim of this business is to alleviate extreme hunger and malnutrition and
spur economic growth in my community. Currently people are becoming more health-conscious and are opting for
healthier alternatives to enhance their diet. One such alternative is fish which is rich in Omega 3fatty acids and provide a
low source of high quality protein. Our fish is fed a balanced and nutritious diet, apart from the certified feeds we buy from
suppliers; we feed our fish with chicken manure, green leafy vegetables and black soldier fly larvae which has a high level
of proteins.

The business is here to address the issues that many households in our community go encounters, lifestyle diseases,
hunger, poverty and unemployment among youth and women. Goodluck Agrodealer and Hatchery will provide high
quality and nutritious fish that is cost effective and meet the local demand, help develop a culture of eating fish and also
influence the community towards healthy living, revenue generation and sustainable food security.

Goodluck Agrodealer and Hatchery operates its activities in Western Kenya, Kakamega County, Likuyani Sub County in
Makokha market. The business is located here because a round the year there is adequate supply of fresh quality water
that springs from the farm, that is favorable for fish farming and the farm is not subjected to flooding.
4.0 Introduction
4.4 VALUE PROPOSITION
Goodluck agrodealer and hatchery is a
business that is in its early stage. It is a Goodluck agrodealer and hatchery will use these
sole proprietor business owned by Ann strategies to meet the customers’ demands:
Chikamai located in Kakamega County,
Likuyani Sub-county, Kongoni ward,
1. Provision of Fresh quality fish of high nutritional
Makokha market along Eldoret-Kitale value
Highway.

2. Reduction in cost, time and delivery services.

4.1 VISION STATEMENT
3. Enhancement of health

 To be trusted and leading 4. Enhancement of efficiency in the customer’s life.

company in production of
nutritious fresh fish, chicken 5. Consistency in supply
feeds e.g black soldier flies and
African green leafy vegetables in 4.5 GREEN BUSINESS MODEL AND
SUSTAINABILITY STRATEGY
western region and the entire
country Goodluck agrodealer and hatchery, will not only base on
revenue stream, but also will look for satisfaction of
4.2MISSION STATEMENT customers through sustainable green business model.

KEY SUCCESS METRICS

 To influence communities We are in this business to solve these problems:
towards self-sustainability
through healthy living and job
i. Malnutrition
creation

4.3 OBJECTIVES ii. High cost of inorganic fertilizers in the market

by provision of chicken manure/organic
fertilizer
1. Establishing products/ service in
the market
iii. High cost of fish feeds as manure is reused
as fish feeds.

2. Grow the business to a specific

iv. Production of BSF larvae
size in the next two years

v. Unemployment amongst youth and women

3. Increased market share Success metrics will be measured by the increased
number of customers (repeat customers), market
coverage and the profit made.
4. Increased profitability

5. Be a preferred brand
5.0 PRODUCTS AND SERVICES
Goodluck agrodealer and hatchery is committed on the production of high quality and nutritious fish and its
complete value chain for the Kenyan market and in future globally.
Details of my process:-Construction of fishponds, Fertilization of fishpond with lime & manure Filling pond with
water. Buying of fish feeds Purchase and stocking of fingerlingsFeeding fish for 6 - 8months Harvesting of fish &
cleaning fishSelling of fresh fishValue addition (fish diversification)
Goodluck agrodealer and hatchery has different components:

 Fresh fish

 Fish sausage

 Fish samosa

 Fish finger

 Fish ball

 Smoked fish

 Deep fried fish

 FishDesign
Supply Finance

 African leafy vegetables

 BSF larvae

 Chicken manure
After production, the fish products are sold on whole sale while value added fish products are retailed.
Our differential approach is on the value added fish products. The market is awash with deep fried and fresh fish
only. Our introduction of value added fish products such as fish sausage, fish samosa, fish balls and smoked fish
is a better stream of revenue generation. We also cultivate indigenous vegetables of which we sell a certain
portion and the rest we use to feed our fish.
6.0
Industry
and market
analysis
It falls under agricultural industry (circular economy). This is an industry that is really growing with evolution of new
technologies e.g. chicken manure as fish feeds and production of black soldier flies as chicken feeds and fish feeds. It is
anticipated that the industry will have a continues growth in the future since Kenya is geared to full industrialization in
the year 2030.

Naturally, the target market of those who are end consumer of fish and those who benefit from the business value chain
of fish industry is all encompassing - far reaching. Every household consumes produce from fish farms, almost all hotels
and fast food restaurant sell fish. We have conducted our market research and we will ensure that we meet and surpass
the expectations we set for the business.

Many of our consistent customers come from Kakamega and they buy fish on weekly basis because of their consistent
source of income. They prefer deep fried fish, quick and reliable deliveries and the like ordering via calls, SMS and
WhatsApp.

We have conducted our market research and survey and we will ensure that we meet and surpass the expectations we set
for the business. According to Goodluck agrodealer and hatchery market survey through Google sheet questionare, an
estimated 70% are able to purchase fish on weekly basis showing a clear demand Below is the list of people and businesses
that we will market our fish to:-

Individuals

Households

Hotels & restaurants

Fast food eateries

7.0 Market Size
TAM

No.of households in Kakamega 65,121

Average price of one fish 250

No. Of times bought per month 4

65,121×250×4×12

TAM=781,452,000

SAM

No.of households in Sango 6%of households in Likuyani

Average price of one fish is 250

No.of times bought per month 4

6%/100×65,121×250×4×12

SAM=46,887,120

SOM

No.of households in Makokha 0.19% of Kongoni

Average price of one fish 250

No.of times bought per month 4

0.19%/100×65,121×250×4×12

SOM=1,484,758
 8.0 COMPETITION
Goodluck agrodealer and hatchery business will focus on growing, developing and capturing the biggest market share
through offering of high quality, healthy and nutritious products and efficient and affordable management services to
customers from all categories by tailoring services, suiting each segment, the business intends to capture above70% market
share of customers currently in the market within one and a half years. The business is continuously monitoring market
share, trend and monitors what competitors are doing and the gaps existing thus creating a value preposition that will make
it compete effectively and efficiently by target in the right customers, understanding demand and supply putting in place
the proper distribution channels to reach customers in time and at an affordable price

SWOT ANALYSIS

Goodluck agrodealer and hatchery does not intend to launch out with trial and error hence the need to conduct a proper
SWOT analysis. For as to remain relevant and achieve our vision and fulfill our mission we had to look at competitive
advantages and SWOT analysis.

STRENGTH WEAKNESS

- Rising human demand for dietary - Lack of adoption of modern fishing

foods. equipments

- Fresh water round the year - Poor quality of seeds (ie fry and
fingerlings)
- Favourable climatic and
environmental conditions. - Difficult in pond construction due
topogrsphical constraints
Relatively easier and profitable than
other agricultural production. - Lack of finance for expansion.

- Home operated business - lack of storage facilities( fish is a

perishable product )
Practical skills.
Security is an issue since ponds are not
fenced

OPPORTUNITIES THREATS

- There is both local and international - predators

high demand for fresh fish.
- Irregular supply of feeds
- proprietary knowledge in fish
- Rising prices of inputs (ie feeds,
processing.
seeds and other related inputs)
Self employment generation to the
- Cheap imports from overseas
unemployed
- Theft

- Unfavourable government policies

9.0 RISK MANAGEMENT
The difficulties that the owner faces in to fully establish Good Luck Agrodealer and Hatchery includes;

a) Inadequate Capital – Despite accessed a bank loan, funds from chamaas, friends and relatives,
personal savings, all the required capital has not been achieved thus a delay in completing the
project requiring a look up for grants or donations.
b) Production line management – The hatching of chicks and its actual rearing is a delicate enterprise
and requires serious expertise and keenness to details to mitigate losses.
c) Death-There are dangers of losses death of fingerlings
d) Distribution of products – Packaging, storage and transportation of fish products requires the right
expertise and proper modes of storage and transportation to avoid losses while taking them to the
market. This is also a major risk to evaluate and mitigate.
e) Quality of feeds – There are various companies producing animal feeds and with varying quality
thus before stabilizing the business might face varying quality on the level of its end products.

f) Theft and insecurity

10.0 Marketing Plan

Place Strategy
Goodluck agrodealer and hatchery channels of distribution will include selling directly to consumers from our
farm, selling to wholesalers and retailers.

Product Strategy
We will ensure the supply of high quality sustainable fish to our consumers.

Pricing Strategy
This will be determined by cost of production, profit margins, competition and market demand. Household
deliveries cost slightly higher now that they’ are dropped at the door steps of the customers destinations. The
pricing strategy would be reviewed quarterly.

Promotion Strategy
We will adopt the following strategiies in marketing our fish:-

- Introduce our business by sending introductoryletters alongside our brochure to stakeholders in the
agriculture industry, households, hotels and restaurants.

- Attending related agriculture and food expos, seminars and business fairs.

- Engaging in direct selling.

Encourage the use of word of mouth marketing (referrals).

- Leverage on social media to promote our business ie Facebook, WhatsApp.

11.0 MANAGEMENT
11.1 ORGANIZATION STRUCTURE

General Manager/Owner

Farm Manager Shop Manager

Farm worker Machine Shop attendant Cashier/Accountant

operator

11.1.1 The General Manager (Owner) will be one formulating long term goals and
approving all budget and procurements for the business. She will plan on the
future of Good Luck Agrodealer and Hatchery all over the country
and even outside when need arises.
11.1.2 The General Manager will be in charge of all recruitment and interviews, and
controls like in terms of employment and meet all employee needs.
11.1.3 The General Manager will be the lead brand ambassador, selling the brand at
corporate levels, entering into contracts with partners and sourcing for funds and
donations. S/He will be the one who approves the final set prices of products and
services as well as the number of products to be taken to a particular market.
11.1.4 The farm manager will manage the farm production activities and the employees
under him/her to ensure optimum production and business continuity while the
shop manager will manage all
 shop operations and ensure sales targets are met and business operates in profitability. They
will report to the General Manager.

11.1.5 The Cashier/auditor will be in charge of calculating the profit and loss on the
products sold and also receiving sales cash for the business and compiling
financial reports.

11.2 KEY MANAGEMENT PERSONNEL

The key management personnel in Good Luck Agrodealer and Hatchery will be:-

a) The General Manager (Owner) – This is because it is a sole proprietorship type of business and
the owner will run the business the way she wants.
b) Farm and Shop managers – The two will be employed by the General Manager after considering
their qualification and experience.
c) Cashier/Auditor – the cashier will receive all cash of the business and also prepare financials and
sales report for management use and for meetings with the GM. She will also ensure all
accounts reconciliation is done. S/He will facilitate audit process.
d) Shop attendant: will facilitate cleaning and serving customers at the shop as needs arises and
any other assigned roles as it arises.
e) Farm worker/Farm machine operator: They will ensure all works at the farm is handled and
flows smoothly on a daily basis and ensure all needed items are requested through the famr
manager and records kept.

11.3 RECRUITMENT AND TRAINING

The following procedure in recruiting employees will be followed;

11.3.1 Identify vacancies and needs for hiring staffs

11.3.2 Carry out job analysis for each task and develop a job specification and description.

11.3.3 Advertise the vacancies in appropriate job boards or cites

11.3.4 Screen and shortlist candidates for interviews

11.3.5 Interview and assess candidates

 11.3.6 Lock down successful candidates

11.3.7 Issue job offers and onboard employees to the job.

11.3.8 Conduct proper orientation and training.

11.4 TRAINING
The business will provide orientation all employees before they start any engagement with Good Luck

Agrodealer and Hatchery. This will also be provided with other chances for further training as need

arises in order to improve their skills, knowledge and expertise. The staffs will also be sponsored by the

company to attend seminars and short courses that come up from time to time through collaborations

with partners and stakeholder institutions.

11.5 RENUMERATION AND INCENTIVES

Good Luck Agrodealer and Hatchery will provide a basic salary to the managers and cashier and pay

wages to other supporting staffs. In case of employing direct sales the business will use the commission

structure to remunerate direct sales..

Good Luck Agrodealer and Hatchery will motivate its staff after the completion of the first phase (3

years), the time the business is expected to have cleared its financial commitments such as loans and

recouped its investment and profitability rate ascertained. A part from payment of salaries the employees

will also be entitled to the following incentives after surpassing targets:

a) 21 days annual leave with full pay

b) Incentives on surpassed targets as will be decided by management

c) Yearly get together parties.

FINANCIAL PLAN

Capital Requirements

Value

Infrastructure USD 2000

Equipment purchases USD 7000

Administrative support USD 250

Working capital USD 2000

Adminstrative support. USD 750

TOTAL 12,000

Current Financial Outlook

2024 2023

Revenue 3500 2100

Expenses 1750 1250

Profit 970 850

 Achievements
- Constructed 2 ponds in a span of one and a half years.
- Made sales from the fish farming business
- Created employment opportunities for 1 and 1 casual workers.
- Constructed Black Soldier Fly greenhouse to cut costs on purchase of fish feeds.
- Engaged in sensitising the community on the role of women in farming in 2024.

Future Plans
- Partner with willing organisations to Establish Aquaculture Field School by 2025
- Create more employment opportunities for youth and women by 2025.
- Expand to include animal feed manufacturing, production of bio oil and soil fertilizer by 2025.
- Construction of more ponds.
- Work with the community to sensitive more people to get involved in fish farming.

- Goodluck agrodealer and hatchery will increase its production from the current 30% to 80%

which will cause new markets.

- With increase in production there will be new employment opportunities for at least 10youth

and 5women and hiring of more casual workers.

- There will be consistency in fish supply.

.
 8.0 APPENDICES
Sales projections for 2 years

This is a critical part as it helps the business to make informed

decisions about its operations and investments and thus help in making

proper decisions to either cut costs to stay profitable.

buye Rd Stendmboga Emusala572, - Kakamega | +50100 254