Oh So Local

Its always difficult
to find new customers
I think there is a
growing demand for this
type of service
I like
supporting the local
community as well as getting
high quality produce
Finding
local suppliers who are
online would help, perhaps a
central co-operative should
be established?
Contents
Business Plan 2014
Amelia Willcox, Georgia Cunningham, Ashley Copp & Michael Mason

BS3727 Entrepreneurship and Small Business Development - Group 9
Contents
The Business1
The Team2
The Financials3
The Future4
Market Research5
Our Competitors7
SWOT Analysis9
PESTLE Analysis10
Premises11
Equipment12
Website, Mobile Application & Software Requirements 13
Supplier Portal & Data Insights 14
Marketing Plan15
Social Media17
Design & Branding 18
Suppliers19
Appendix A - Letter To Suppliers 21
Appendix B - Supplier Response 22
Appendix C - Questionnaire Results 23
Appendix D - Website & Portal 24
Appendix E - Van Design 25
Appendix F - Window Sticker 26
Appendix G - Operating Plan 27
Appendix H - Legal 28
Appendix I - Year 1 Cash Flow Forecast 29
Appendix J - Year 1 Predicted P&L Statement and BS 30
Appendix K - Year 2 Cash Flow Forecast 31
Appendix L -Year 2 Predicted P&L Statement and BS 32
Appendix M - Year 3 Cash Flow Forecast 33
Appendix N - Year 3 Predicted P&L Statement and BS 34
Appendix O - Risk Assessment 35
The Business
At Oh So Local we strive to provide a premium online

service that allows you to order goods from your favourite
local stores and suppliers that we then deliver straight to
your front door at a time to suit you.
Mission Statement
Oh So Local is an online service for ordering

premium food products from your favourite
local shops, delivered to your door at a time to
suit you.
Aims
Aim 1 - Unrivalled brand reputation
Brand reputation is central to our success.
In delivering a high quality service across all
aspects of the experience, we aim to position our
brand as truly differentiated in the mind of our
clients helping to drive sales.
Aim 2 - Offer a growing range of premium products
A growing and diversified premium product
range will augment the experience and offer
greater choice to our clients. This will allow
the brand to grow both in terms of sales and
reputation, whilst also making Oh So Local the
first choice delivery service for all occasions.
Aim 3 - Innovative digital interfaces
An innovative online platform, coupled with
sophisticated stock systems and a client
data base, will allow us to tailor the clients
experience, enhancing service quality. Moreover,
the information will act as leverage over
suppliers, whilst also driving their sales, creating
a mutually beneficial relationship.
Vision
In offering a user-friendly online platform to

deliver high quality products from local shops
to a clients front door, we aim to be the most
trusted and exclusive food delivery service in
upmarket towns and villages.
Objectives
Objective 1 - Growth
We aim to achieve a 68% increase in the net
worth of the business over the three year period.
Objective 2 - Profit
We aim to achieve profitability by the end of
our third year of trading.
Objective 3 - Franchising
By the end of year three, Oh So Local will
become a franchise, rolling the brand out to
further upmarket areas across the UK, including
Kent and Buckinghamshire.
The Team
Management Team
Managing Director - Amelia Willcox
Amelia is responsible for overseeing the day-to-day activities of Oh So Local.
Experience:
Achieved a 1st class grading across Business Management degree.
Managed young enterprise team.
Managed a team of 50 staff for Taunton School Enterprise.
Marketing Director - Georgia Cunningham

Georgia will ensure that the marketing strategy helps Oh So Local take effect steps
towards achieving its objectives.
Experience:
Achieved a 1st class grading in marketing modules.
A weekend account assistant for Born Social (social media marketing).
Marketing assistant for OnClick Ltd.
Finance Director - Ashley Copp

Ashley is responsible for predicting and recording Oh So Locals costings and revenue
to ensure financial security.
Experience:
Achieved a 1st class grading in all accounting modules.
Managed finances for two previous businesses.
Financial manager for Leverton Private Hire.
Operational/Technical Director - Michael Mason

Michael is in charge of creating and maintaining the online platforms (website and
database) to ensure they are user friendly to all potential clients and suppliers.
Experience:
Achieved a 1st class grading in logistics modules.
Experience in retail operations and stock control systems.
Product manager for three personal/career development web-applications.
General Requirements
Staff will be enthusiastic, friendly and personable ensuring strong relationships
can be built and maintained with both our clients and customers. They will have a
hardworking ethos, strategic mind-set and be goal orientated.
The Financials
Predicted Cash Reserves & Sales 2014 - 2016
Figure 1 - Cash Reserves & Sales for Oh So Local 2014-2016

Figure 1 shows a graphical representation of
Oh So Locals predicted revenue and cash flow
over the three year period, January 2014-2016
inclusive. Revenue slowly increases peaking in
December each year due to enhanced predicted
sales over the Christmas period. This gradual rise
in revenue is in line with increased expenditure
and brand awareness. The cash flow forecast
follows the Death Valley curve, with an initial
loss in year one financed by an agreed overdraft.
This deficit is reduced in year 2, then, in year
three, cash flow fluctuates between a positive
and negative status. Key information about cash
reserves and revenue can be found in the table
to the right. A more detailed breakdown of year
on year revenue, cash flow and further financial
information is available in appendix.
Jan Year 1
Dec Year 1
Jan Year 2
Dec Year 2
Jan Year 3
Dec Year 3
Cash Reserves Revenue

-19,797
14,690
-16,032
66,619
-16,015
45,460
-8,055
119,670
-6,908
76,920
9,490
188,310
(See Appendix I - N for full financials)
The Future
Franchising
In our fourth year of operation the overarching

aim is to franchise the business into further
affluent areas of the UK. Our strategy for
deciding future locations is to find cities with
a similar socio-economic demographic to our
current location. For instance, Buckinghamshire
and Kent are prospective areas for expansion as
both have a local community ethos and a high
density of ABC1 individuals. We feel after three
years, the Oh So Local brand will be associated
with a high quality service and demand for a
franchise will be recognised.
Carbon Neutral
Oh So Local will look to become carbon neutral

prior to franchising.
Reasons for Carbon Neutral:
With growing public concern for the
environment greater pressure will be placed
on businesses to act responsibly.
Provides the business with a further USP to
differentiate our marketing strategy.
Whilst initial costs may be high, the
reduction of carbon emissions will save
costs in the long term.
Reasons for Franchising:

To maintain the local and community
spirit that lies at the heart of our business by
having a local operator in each area.
Requires a smaller capital outlay allowing
for faster expansion and penetration across
the UK.
Will be easier to manage with a clear set of
guidelines outlining how each franchise and
franchisee should operate.
Figure 2 - Four locations in Buckinghamshire (all in the

top 11 most affluent areas of the United Kingdom)
Market Research
90%
of people would prefer to shop more

locally but 55% cant due to time.
Of those who purchase groceries for the

household, are female.
97%
80%
of respondents are over the age of 36.
Percentage of people surveyed that had

a household income of over 60,000
87%
5
80%
want to pay for individual deliveries

rather than by subscription.
80%+
52%
prepared to pay over

5 per delivery.
of those surveyed spend over 100

on food and drink each week.
Market Research
Farnham
Questionnaire Questions
Farnham is an historic market town situated

in Surrey. It has a population of 38,000
and accounts for 2.78% of the UKs ABC1
socio-economic demographics. The normal
household owner is aged between 30 and 74
years, consisting of couples and families. The
majority of people living here are qualified to
a high level and the typical employment type
is classified as professional, white collar or selfemployed. The level of investment in the area
is 40% higher than the national average, whilst
the risk of investment is 25% of the national
average. The area also has a five star credit
rating (checkmyarea.com). Furthermore, we
have extensive knowledge of the town and its
surrounding environment.
1. On average, how much do you spend on food

and drink, each week, at the supermarket?
http://www.checkmyarea.com/GU98NT.htm
6. Would you rather pay for each single delivery

or a monthly subscription for unlimited
delivery? If a monthly subscription, how
much would you be willing to pay?
Following extensive primary and secondary

research we have developed a bio of our ideal
customer; they are an affluent 36+ year old, who
is highly concerned with supporting their local
stores and suppliers. Due to their affluent status,
they can afford to pay a premium price for high
quality local goods, but often dont have the time
to shop for them themselves. They purchase
from local stores for the perceived higher
quality of the produce, and not necessarily for
the experience which may have become more
of a chore due to the frequent nature of their
purchases.
2. How much do you spend in local food

stores (Bakeries, Delis, Butchers, Fruit and
Veg stands etc) each week?
3. Please rank (from 1-10) in preferred order,
with the 1 being your most preferred, the
supermarket(s) you use or would use.
4. Do you currently use a food delivery service?
If yes, please state which.
5. How much would you be prepared to pay for
a local shop delivery service (per delivery)?
7. What time of day is best for delivery?

8. Do you currently shop locally for your food
and drink?
9. If you answered Yes to Q8, what do you
like about shopping locally?
10. If you answered Yes to Q8, what items do
you normally purchase from local stores?
11. Would you prefer to shop more locally? If
yes, what is currently stopping you?
12. What gender is the individual who normally
purchases food for the house?
13. Which age group do you fall under?
14. What is your household income?
http://www.ohsolocal.co.uk/questionnaire
Our Competitors
Abel & Cole
www.ableandcole.co.uk
Waitrose
Organic fruit and veg box delivery scheme,

starting from 10.
Delivery: Free on the same day each week.
Strengths: Money-back guarantee; no
contract; strong branding.
Weaknesses: Only delivers once a week; not
necessarily local products.
www.waitrose.com
A supermarket offering a wide range of
premium goods, as well as own brand
cheaper products, aimed at a more affluent
market.
Delivery: Free when spending over 50
online.
Strengths: Wide range of premium products; high marketing budget; renowned for
good reputation and service, strong community ties.
Weaknesses: Most products arent sourced
locally; still recognised as a supermarket,
high overheads.
Foodelity
www.foodelity.co.uk
A premium online ready meal delivery
service.
Delivery: Free on weekdays to anywhere in
the UK (excluding Highlands and Islands)
on orders over 30.
Strengths: Established customer base;
professional e-commerce website; delivers
nationally.
Weaknesses: Doesnt sell individual items;
meals are expensive per portion.
Our Competitors
Riverford
www.riverford.co.uk
An award winning box scheme, delivering
organic fruit, vegetables, meat, dairy and
more from their farms to your door.
Delivery: Free between 6am and 8pm on
the same day each week.
Strengths: Established customer base of
47,000 deliveries per week; grow their own
food allowing larger profit margins; offer
cooking classes; recipes and farm visits.
Weaknesses: Priduce not always local; only
offers one brand; products can be seasonal.
Greener Greens
www.greeenergreens.com
Delivers organic vegetables, fruit and herbs
from small local independent growers.
Delivery: Must order before 1:00pm on
Monday for same week delivery.
Strengths: Free delivery (on orders starting
from 9); fresh produce (often collected
within 48 hours); established for 10 years
with loyal customer base.
Weaknesses: Poor branding / website design;
limited delivery times; limited product
range.
Ocado
www.ocado.com
Ocado is an online supermarket offering a
range of products at competitive prices, as
well as other premium goods.
Delivery: Minimum spend of 40, then
flexible delivery prices depending on the
date and time.
Strengths: Well established global company;
cheap delivery; environmentally friendly
emphasis.
Weaknesses: Doesnt support local stores or
products; struggling to attract customers,
perceived as a supermarket.
SWOT Analysis
Strengths
Offer a wide range of premium products
under one roof.
Prices are relatively inelastic due to Oh So
Locals truly differentiated positioning.
Store to shelf service enables elderly and
disabled people to benefit from the service.
Local employment and empowerment of
independent stores and suppliers.
Allowing the client to choose delivery times
and dates makes us more convenient than
some competitors.
Data collection allows us to tailor the
experience for our clients and suppliers.
Weaknesses
Reputation will take time to build.
A limited number of vehicles means initial
delivery times and dates may be restricted.
Narrow range of products in comparison to
supermarkets.
Limited revenue until we have an established
customer base.
Risk Management
Please see Appendix O - Risk Assessment
Opportunities
Increase the number of suppliers and
products in existing areas.
Franchising the brand into further upmarket
towns and villages across the UK.
Releasing our own exclusive branded
cooking products.
Clients will upgrade to more premium
products as the economy recovers and
strengthens.
Threats
Some competitors have broader product
ranges and stronger logistical teams.
Further competition may move into market
if the service proves popular.
The current uncertain economic climate
means clients may opt for cheaper
alternatives.
If an unforeseen problem arises, the limited
number of vehicles means deliveries may not
arrive on time, damaging brand reputation.
PESTLE Analysis
Political
Government supporting small business

through loans (Startup Loans Scheme), tax
breaks etc.
Some reduction of red tape has been
actioned.
Economic
Country coming out of recession, high

earners who downgraded supermarkets
might be upgrading again.
Research has shown that despite the
recession people are spending on smaller
luxuries, for example nicer food or eating
out, as opposed to expensive holidays etc.
Social
Backlash against big supermarkets

complaints from locals about large
supermarkets destroying communities,
polluting the environment, and contributing
to high noise levels.
Faster pace of life means theres a greater
demand for convenience.
People are now beginning to seek a service
again.
The ethical treatment of suppliers is crucial
to ensure that both buyers and suppliers
businesses remain solvent.
Technological
Rapid advancement of cloud software

(Software as a Service - SaaS) and online
payment providers make tech accessible to
all businesses.
Legal
Food has come under increasing scrutiny

since the horsemeat scandal. Customers
look for assurance that products - especially
meat - are genuine and as described.
The sale of alcohol is subject to licencing,
and spot checks by trading standards.
Health & Safety risk assessment and
public liability insurance is required where
customers visit a business premises or
employees enter customers homes.
Environmental
The reduction of vehicle emissions is high

on the EU agenda.
Reducing carbon emissions is a growing
industry with carbon offsetting and tree
planting now commonplace.
Greater emphasis is placed on local sourcing
by responsible customers.
Demand has increased for eco-friendly
products.
Larger supermarkets are being publicly

exposed about the damage they are causing
to local communities.
10
Premises
Location
Oh So Local will have an online presence instead

of a physical shop; however, the business will
have a warehouse where orders will be sorted.
Warehouse address:
Badshot Farm Ln,
Badshot Lea,
Farnham,
Surrey
GU9 9HY
Reasons for Location
The 450 ft warehouse is central to both our

suppliers and customers, helping to increase
delivery efficiency.
Strong transport links being situated near to
the A31.
The property size will accommodate a
refrigerated unit for sorting deliveries, as
well as a small office for administrative tasks.
Off-road parking for overnight storage of
vehicles.
Renting the property (850 a month) allows
for a quick exit and relocation if required.
11
Equipment
Oh so...
local
Equipment

Paper bags
Crates for food
Camera & Equipment
Uniforms
Refrigerator Units
2 Chiller Unit Vans
12
Website, Mobile Application & Software Requirements

Website
See Appendix D for website and portal design.

Self-developed and managed.

Domain Name 10 / year.
SSL Certificates 50 / year.
Web Server & Administration (Linode
Managed) (~$280 per month = ~170 /
month = 2040 / year).
Credit card processing (PayMill) (~3% of
sales).
Ecommerce
Software
development
(26000).
Use of PayMill removes need for PCI
compliance which would cost up to
100000 per year.
Systems
Website
Features:
View specials.
View products by store.
View products by category.
Select delivery slot.
Register account.
Place/amend order.
Contact customer support.
Mobile Application (iOS & Android)
Features:
As website but easier to use on mobile.
Ability to scan a barcode to re-order
the product is a possible feature.
13
Backend System (Internal)

Features:
View and amend orders.
View and amend customer details.
Internal reporting sales data.
Backend Portal (Suppliers)
Features:
View and confirm orders.
View pickup times.
Reporting sales data + advanced data
if negotiated.
Overall Security
SSL Certificate with guarantee.
SSL A+ rating.
External payment provider PCI level 1
compliant.
Firewalls, Anti-Virus, Private Keys etc.
Software Requirements
Vehicle routing and automated planning:

Fleetwizard - 100/ month min. for transport
management system and 100/ month min. for
automated planning (20 per additional vehicle
per month). We have factored this into the
vehicle asset cost.
Supplier Portal & Data Insights

Supplier Portal
The supplier database and portal is our way

of communicating with our suppliers and
delivering excellent value to the client. Well
have two types of supplier those with an
existing computerised stock system and those
without. We can link to existing systems or
offer our own stock keeping system free of
charge with free intensive training included in
both cases. The asset costs are budgeted for in
our website cost and training costs have been
allocated separately. We will run regular courses
to bring new suppliers quickly up to speed.
If the stock keeping system is in use, can
be processed immediately when the client
completes the checkout process online. If the
supplier does not wish to use a stock keeping
system or has rapidly changing stocks they can
use our order approval system, similar to the
system used by Just Eat. In this case, when a
client places an order and we do not have stock
records for the product, the order request is sent
to the supplier who must approve or reject each
item in the order. At this point the supplier can
offer substitutions which will be automatically
sent to the client for approval. These
substitutions can be viewed on the website, the
mobile app or via email for confirmation before
delivery. Failing any response from the client we
will make a best judgement substitution that
they can accept or reject on delivery. For this
system to work the supplier must have access
to a web-enabled device e.g. a PC, tablet or
mobile phone and must check for orders
regularly. We could trivially add SMS alerts to
the system to remind suppliers or clients that
they have pending orders or substitutions.
Data Insights
Most small businesses do not have the

means to gain customer insights in terms of
understanding the needs and buying patterns
of individual customers or even groups of
customers. Our service will become a source
of such data over time which will be highly
valuable to our suppliers. We will provide some
of this data for free and also offer an advanced
service for suppliers willing to spend more
money to understand their customer base.
Data collected by our system will include:
Top sellers for the store or by category.
Performance of store vs similar stores.
Category specific sales data.
Dud products that do not sell (must be
combined with in-store sales figures).
Average customer spend.
Customer demographics vs products
ordered.
Effect of promotions on sales (e.g.
samples, discounts, multibuys, advertising
campaigns).
All data will be anonymised and detailed
analysis only released to the specific store the
data represents. The basic package will include
sales figures for each product and top sellers.
Other data will be sold to the stores if requested.
All data will need to be stored and transferred in
compliance with the Data Protection Act 1998.
(See Appendix D for portal design)
14
Marketing Plan
Flyers:
Door to Door Sales:
Specification:
Double-sided, glossy, A5
Cost:
Cash cost is minimal, will require flyers (sunk
cost) and labour.
Company:
www.cheapestprintonline.co.uk
Quantity to Order:
5,000
Purpose:
Door to door direct marketing within the target
area, as well as placed in with deliveries and
handed out at other promotional events.
Cost per order:
124
Purpose:
Door to door sales will reflect the personal nature of our service and provide us with an effective marketing tool. It will help us to build a
relationship with potential clients adding a personal touch over our bigger competitors.
Farnham Magazine
Magazine:
&
Guilford
Window Stickers:
Frequency:
Monthly
Quantity to Order:
250
Circulation and Target Demographics:

Published 12 times a year and distributed for
free to 40,000 AB1 households and businesses
in the boroughs of Guildford, Woking and
Farnham, covering the towns and villages
throughout.
Company:
www.windowstickersfast.co.uk
Specification:
26-50cm incorporating as many colours as
required.
Purpose:
Stickers placed in suppliers windows acting as
a recognised status of quality for both Oh So
Local and the supplier. Campaign based on
Just-Eat success in creating a community.
Cost per order:
55
Facebook, Twitter & Instagram:
Social media will be used to inform and connect

with suppliers and customers. It will enable the
timely promotion of online deals and allow Oh
So Local to post photos, videos, recipes and
other content.
Cost:
Cash cost is minimal, will require labour.
15
Frequency:
Initially daily to cover target area.
Costs:
Half a page colour: 528 (per insertion)
Vans:
Company:
www.coolvan.co.uk
Purpose:
Logos sign-written on the side of the vans will
utilise ambient media and act as a cheap source
of advertising.
Cost:
19,140 for Van and sign-writing (inc. 20%
VAT)
Marketing Plan
At Oh So Local we strive to provide a

premium online service that allows you to
order goods from your favourite local stores
and suppliers that we deliver straight to
your front door at a time to suit you.
Order today at: www.ohsolocal.co.uk
/ohsolocal
www.ohsolocal.co.uk
@ohsolocal
ohsolocal
Half page newspaper advert
At Oh So Local we strive to provide a

premium online service that allows you to
order goods from your favourite local
stores and suppliers that we deliver straight
to your front door at a time to suit you.
Our growing suppliers...
Delivering premium goods, from your

favourite local stores, to your front door
Order online today at: www.ohsolocal.co.uk
Oh So Local Ltd.
Badshot Farm Ln,
Badshot Lea,
Farnham,
Surrey
GU9 9HY
/ohsolocal
@ohsolocal
ohsolocal
ohsolocal.co.uk
A5 Flyer
16
Social Media

Oh So Local Facebook Page
Oh So Local Instagram Page
Oh So Local Twitter Page
17
Design & Branding

Our Logo
Designed with simplicity in mind, our black

and white logo can be easily transferred to
other branded items (such as our uniforms and
bags). The simple circular shape assists with
this transferability and helps the logo to stand
out. Coming together holistically; the italic
typeface, simple design and black and white
colour scheme creates a, striking, premium logo.
Our Colours
Our Fonts
KG Eyes Wide Open is used in our logo to give

a premium a feel and make the brand appear
more approachable. Aparajita in Italics was
also chosen as a complementary font due to its
similarity to KG Eyes Wide Open, but is more
legible to clients.
Oh So Locals simplistic and neutral colour

scheme helps to portray the premium brand
image. The black and white colours allow the
brand to be easily communicated and stand out
amongst competitors, whilst the use of sand
colouring in our marketing communications
gives the brand a more natural dimension. The
blue colouring helps to brighten our advertising
campaigns and again gives the brand a more
natural and calming aspect.
Colour Values:
Black: C0 Y0 M0 K100
White: C0 Y0 M0 K0
Sand: C0 Y10 M30 K10
Blue: C20 Y10 M0 K10
Eyes Wide Open

Aparajita Italic
Oh so... local
Premium food
products
18
Suppliers
Our suppliers are integral to the success of the
business; therefore, they have been carefully
selected to ensure their quality and reliability will
help us to achieve our aims and objectives. The
relationship will be mutually beneficial, with Oh
So Local providing suppliers a greater sphere
of influence, data on their customers as well as
the ability to deliver their products. Whereas,
Oh So Local will take an agreed percentage
from the sales generating revenue and, in turn,
profit. The wide spectrum of suppliers listed is
not a fully exhaustive list but demonstrates the
variety of products that will be on offer, making
it truly possible to do your weekly shop with Oh
So Local.
Loaf Bakery
Loaf Bakery use their tradition of family baking
to bring a range of both classic breads and a
more eclectic and contemporary choice using
French, rye, spelt and seeded flours.
Morgans Butchers
With an extensive history in the butchery
business; Morgans experience, large range of
products and renowned customer service make
them an ideal supplier for Oh So Local.
The Garden Cider Company

The Garden Cider Company produces cider
entirely made from apples grown in local
gardens in Surrey.
19
Caracoli
Offering a plethora of tempting foods coming
from all corners of the world; Australia, New
Zeeland and South Africa as well as from local
producers. All this provides a wide selection for
the Oh So Local website.
The Chelsea Fishmonger

Established in 1995, Chelsea Fishmonger offers
the highest quality, freshest fish and shellfish in
Guilford. Experience staff handpicks the best
fish and seafood every morning with a key
interest in sustainable fishing techniques.
The Guilford Wine Company

With over 20 years of experience, they are a
leading independent wine merchant, offering a
carefully selected range of wine that incorporates
the best combination of quality, value and
choice, catering for all taste.
Suppliers
Coffee Culture
An independent coffee shop that offers a range
of fresh pastries, cakes and breads. Supporting
a wider network of suppliers their products
are hand made by various local independent
suppliers.
The Vintage Cake House

The Vintage Cake House is an English style
tearoom run by a team who each have a passion
for vintage style, baking, tea drinking and
providing friendly service, good quality fresh
food and fantastic tea & coffee.
Mummy Makes
Their products are hand made with traditional
ingredients, such as the butter chunks of fudge
and 30 other flavours, in the Farnham area.
20
Appendix A - Letter To Suppliers
Oh so...
local
Dear {Company},
I am a student at Cardiff University and a local resident of the Farnham area. I am currently
undertaking a piece of coursework for my final year along with three other business students.
We have been set the task to think of a business idea and pitch it, similar to Dragons Den,
and would really value your feedback, as if it were going to be established for real.
The idea is to start an online food delivery service in which we give customers access to your
products online and deliver them, whilst remaining local. Orders placed on our website will be
transferred to your stock system via a database provided by us or in a way that is accessible to
your business. Our company will collect the orders from yourselves and deliver your products
to customers doorsteps. Our online presence will offer your store a greater sphere of influence,
connecting you to potentially 100s of additional customers and to other local stores within the
area to become part of an additional online community.
In providing this service, we would take a negotiated commission from the sale acting as
our profit margin and would charge our customers for delivery. The high quality branded
packaging that will be used by our company, coupled with exceptional customer service across
all aspects of the experience, will ensure your brand and reputation is more than upheld. We
aim to deliver your products to a wider market in a convenient, distinct and professional
manner, delivering considerable benefits to you, the supplier, and your customers.
Thank you for taking the time to read this email and any subsequent assistance you provide
us. We would really appreciate any constructive feedback you have on the idea. Would you be
interested as a supplier? What do you feel would be a fair commission for our service? Are
they any areas we are missing that your customers would benefit from?
All responses will be kept fully anonymous and will be used only to assist with this hypothetical
project.
Kind regards,
Georgia Cunningham, Ashley Copp, Amelia Willcox and Michael Mason
21
Appendix B - Supplier Response
Hi Georgia,
Thanks for the email.
I think the idea is a good one and would certainly be attractive to us as finding new customers is
never easy! Also, delivery of small orders is time consuming doesnt make great financial sense. If you
were willing to come and pick up the cider from us and then deliver it we would be able to offer you a
wholesale price rate for the small sales. Something like 1.20 (ex VAT) per 500ml bottle, you would be
able to sell those bottles at 2.20 (ex VAT) minimum, so you could make around 1 a bottle.
The cider would be sold by us to you in crates of 12 x 500ml.
I think there is a growing demand for this type of service, obviously there are organic/veg box schemes
and these are tending to include other non-fresh items, but there is room for your idea. Targeted at the
right demographics and highly concentrated populations it could work. Your problems would be in
setting up, until you have enough deliveries to make the costs of your deliveries would be high. Most of
your suppliers would be happy to advertise the service you offer on their web-sites, which would help.
One thing to consider is alcohol licensing laws, in order to sell alcohol you need a personal license, and
also a premises license from which to sell. You would need to speak to your local authority about the
licenses, its not too much of a problem in getting them, but you need to know the laws!
Hope this helps, if you want any more information please do ask, otherwise good luck!
Thanks,
Ben
Ben Filby
Director
(o) 01428 683289
(m) 07817 847171
22
4
5
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2
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4
3
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:30:45+00:00
:54:58+00:00
:00:17+00:00
:54:33+00:00
:57:26+00:00
:25:18+00:00
:25:41+00:00
:51:19+00:00
:14:31+00:00
:53:06+00:00
:24:44+00:00
:03:47+00:00
:16:43+00:00
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:37:51+00:00
:43:23+00:00
:33:21+00:00
:06:24+00:00
:34:51+00:00
:38:35+00:00
:02:43+00:00
:16:16+00:00
:14:48+00:00
:17:24+00:00
:20:04+00:00
:15:29+00:00
:13:36+00:00
:15:18+00:00
:17:46+00:00
:19:59+00:00
4
1
3
3
5
2
3
1
1
1
1
3
1
2
2
1
6
1
2
1
5
6
3
5
5
3
1
4
4
2
1
2
1
3
3
3
5
5
3
5
2
1
1
1
1
2
2
2
3
1
9
1
2
2
1
1
1
3
2
2
1
3
2
2
2
1
3
5
2
3
10
3
3
1
2
4
2
1
1
1
6
10
8
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9
10
4
8
1
9
4
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5
4
10
6
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4
4
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10
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10
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7
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8
5
6
10
7
5
5
7
5
5
5
8
7
5
6
7
2
6
7
6
7
6
3
9
8
6
6
6
6
8
2
7
6
10
3
10
Super Local STesco Sainsb WaitroOcado Asda Lidl
23
:24:23+00:00
4
4
4
3
4
5
7
7
5
5
8
4
4
7
4
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3
2
7
4
8
7
10
10
8
6
8
1
6
4
7
8
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6
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10
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9
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9
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10
2
9
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9
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10
9
9
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9
9
10
3
5
5
4
3
4
10
10
7
6
3
7
10
10
10
7
10
4
10
6
10
Tesco
Ocado , sainsburys, tesco
Ocado
Sainsbury online
1 sainsburys
1 waitrose
1 waitrose
0
1 waitrose or sainsburys
1 sainsburys
1 waitrose or sainsburys
0
1
0
1
0
0
0
1
1
1 Ocado
1 Waitrose
0
0
1 sainsburys
0
0
0
1 sainsburys
1 waitroes
1 sainsburys
1 sainsburys
Marks MorrisFarmfoCoop Uses DName Delivery Service
3
1
3
2
3
2
1
1
1
1
1
2
1
1
3
1
1
1
1
1
1
1
1
1
1
0
10
0 But wo
1
1
1 5
1
0 15-20
0 15
1
1
1
1
1
1
4
4
4
1
4
3
4
4
1
4
1
2
4
2
1
1
3
4
1
4
The staff are well-known to customers. Complaints/mistakes can be dealt with immediately and in
person. The convenience of shopping locally means time spent is minimal.
i get a better range of premium and organic products.
it supports the local community
supports local community
it supports the local community and i am able to get premium and fresh products that i cant get from local
supermarkets
Convenience
Good produce and supporting local shops.
Saves time
The ease
1
0
1 supports the local shops and you get a greater range of premium produce
1 supports the local shops
supports community
get a better range of quality hand made products that aren't available in local supermarkets
1 able to get personalized products for dinner parties/birthdays
supports the local community
get a greater spread of quality products not in supermarkets
1
1
1
0
1
0
1
0
1
0
1
1 Convenience, community, supporting local businesses
1 I like to feel I am supporting local businesses and it is convenient.

I like to support local producers and retailers where possible most commonly our local butcher and baker
although with a young family I struggle to find the time to do all my shopping that way so do the lion's
1 share of my shopping at Waitrose.
1 Friendly service, supporting local businesses

1 I'm lazy!
1 i can get products that i can't get in supermarkets. it supports the community and is of a higher standard
0
0
1 Being able to see the produce and choose each thing
1 support the local community when i have the time
1 that i am supporting the local community as well as getting high quality produce
to get a few extra products that aren't available in local supermarkets,
1 unfortunately i don't get the chance to often due to lack of time
I shop locally not only to support the shops but also to get products that are of a better quality and
1 greater range of unique items
I like the fact that it is supporting the local community as well as offering a greater range of quality
1 products, some of which are made locally
Prepar Single Prepa Best T CurrenLikes (about shopping locally)
I do shop locally - finding local suppliers who

are on line would help, perhaps a central 'co1 operative' should be established?
Time, convenience, cost

Supermarket close enough
price
Not as easy as a one-stop shop
Time
Not enough choice
Lack of artisanal, independant, family owned

shops, grocers, butchers, bakers, fishmongers.
just not enough time.

Cost
lack of mobility
time
1 time
just dont have enough time to drive between

1 all the shops
1
1
1
1
1 time
1 driving between each place takes too long
I am lucky that Waitrose is close by because I

do not have a car anymore - and that is I big
1 priority because I do not want a car!
1
0
1
0
1
1
1
1
1 Choice, quality of product and time

Average prices, time to visit several different
1 shops
1
2
2
1
2
2
2
2
2
1
1
2
2
2
2
2
4
5
5
3
4
2
3
3
3
5
4
5
4
4
4
4
4
4
4
4
6
2
6
5
6
4
3
4
1
2
5
3
4
5
3
1
6
6
3
4
Gende Age G Income
1 time
not enough time when can get most from one
1 place ie supermarket
it takes to much time to visit all independent
1 stores
1 Time
1 not enough choice & higher cost
1 Not enough choice
Time, price and general convenience of
1 buying everything at a supermarket
0
1 time
1 don't have time to go to all separate shops
Prefer Why Not Shopping Locally

not enough time to visit all independent
1 stores
Appendix C - Questionnaire Results
Appendix D - Website & Portal
Figure 3 - Website home page
Figure 4 - Supplier portal
24
Appendix E - Van Design
25
we are part of...
.co.uk
Appendix F - Window Sticker
26
Appendix G - Operating Plan

1. Ordering Process
2. Pickup Process
1. Client visits website at www.ohsolocal.

co.uk or downloads and installs the Oh So
Local app from the apple app store or from
the google play store.
1. Driver leaves depot at 5am and is directed on

a route using FleetWizard software to our
suppliers, returning by 10am to the depot.
2. After entering their postcode (or signing

into their existing account), the client will
be presented with their local suppliers.
3. Initially the following GU postcodes will
be supported:
GU1, GU2, GU3, GU4, GU5, GU6, GU7,
GU8, GU9, GU10, GU11, GU12, GU14,
GU15, GU16, GU17, GU18, GU19,
GU20, GU21, GU22, GU23, GU24,
GU25, GU26, GU27, GU30, GU33,
GU34, GU35, GU46, GU47, GU51,
GU52
4. The following GU postcodes will not be
supported:
GU28, GU29, GU31, GU32
5. Clients can browse by product type or by
supplier if they have a preference.
6. Items are added to a shopping cart using
our proprietary software which allows customers to create a secure account for their
purchases.
7. Client chooses a 2 hour delivery slot (must
be before 4pm for next day delivery) and
pays with a credit or debit card (Processed
by PayMill).
27
2. Goods are unloaded into ambient, chilled

and frozen sections of our small warehouse.
3. Goods are sorted into paper bags (just like
the one this business plan was in) which are
placed into a number of larger crates for each
client.
4. Crates are loaded and stacked into one of
two vans ready for delivery.
3. Delivery Process
1. Driver leaves depot at 4.30pm and is directed
on a route using FleetWizard software to our
clients, returning by 11pm to the depot.
2. Goods are delivered in crates which are
returned to the driver immediately for reuse
(each crate has an expected life of two years).
3. The driver or client will remove the paper
bags from the crates and put the items away.
Paper bags can be returned to the driver to
be recycled.
Appendix H - Legal
4. In Store Process
1. Supplier logs on to the Oh So Local supplier
portal at, or after, 4.10pm every day and
confirms orders. Alternatively they can have
the system running constantly to provide
faster confirmation to their customers.
2. When orders cannot be fulfilled, substitutes
are offered and the customer will be notified.
They can reject these on or before delivery
and they will be returned to the supplier.
3. Over time the system will be able to produce
a forecast of sales for each item to allow
the local stores enough time to procure the
required quantities
5. Daily Process
Aside from the pickup, sorting and delivery,
we need to provide customer support. This will
be available via email or telephone and will be
staffed from 10am to 10pm.
Calls will be incoming from customers with

specific queries or issues and also outgoing
to inform customers of substitutions or other
issues in a proactive manner to ensure our
quality of service is upheld.
The Customer support function will also
communicate with suppliers to ensure our high
standards are upheld at all times.
Alcohol Licence
Alcohol licence, personal and premises will be

secured by Oh So Local prior to operating. This
has been budgeted for in the financial accounts.
We will operate a think 25 policy.
Company Name
Company name uniqueness Searched

companies house webcheck service for Oh So
Local no matches returned.
Domain Name
Domain name ohsolocal.co.uk has been purchased and matches the company name so
there should be no problems with intellectual
property.
Health & Safety
All staff will be trained to a high standard in

food hygiene, safety at work, on and off site,
as well as first aid. Protective and appropriate
clothing will be worn at all times by members
of staff. The fridges and freezers in both the
warehouse and vans will comply with state regulations. Regular training updates will ensure
staff our always up to date with policies and are
fully compliant. Corrective action will be taken
on any issues that regard health and safety.
Oh So Local will have insurance protecting us
against employee failings.
28
29
250
Utilities
60
20,566
19,856
710
22,035
21,601
434
21,601
2,583
1,470
60
29,013
28,814
199
28,814
200
4,250
800
1,617
250
157
850
880
Jul
19,750
29,013
25,675
3,338
Jul
60
30,482
29,015
1,467
29,015
4,250
1,778
250
157
850
920
Aug
20,750
30,482
26,975
3,507
Aug
60
38,047
37,458
589
37,458
4,250
1,956
2,885
250
157
850
1150
Sep
25,900
38,047
33,670
4,377
Sep
60
60
42,748
5,583
2,367
3,301
250
157
850
1280
Nov
28,900
42,454
37,570
4,884
Nov
39,516
42,454
39,392
42,748
124 294
39,392
400
5,583
1,850
2,152
250
157
850
1190
Oct
26,900
39,516
34,970
4,546
Oct
Total
100,000
315,315
40,991
456,306
Total
242,550
2000 10,760
850
10,200
157
1,884
250
3,000
2,000
60
720
2,000
2,200
3,900
13,015
2,868
19,778
150
14,650
8,908
48,325
1,400
5,000
2,000
38,280
4,426
600
10,400
12,500
2,500
26,000
66,344 472,338
Dec
45,350
66,619
58,955
7,664
Dec
472,338
456,306
Cross
Checks
66,619 456,306
66,344 472,338
275 - 16,032 - 16,032
- 19,797 - 20,032 - 19,938 - 19,536 - 18,827 - 18,392 - 18,193 - 16,727 - 16,138 - 16,014 - 16,308 - 16,032
19,097
18,695
402
19,856
2,583
60
561
250
157
850
670
Jun
15,000
22,035
19,500
2,535
Jun
Net cash
17,628
17,534
94
18,695
2,583
60
1,336
250
157
850
620
May
14,000
20,566
18,200
2,366
May
114,690
16,159
134,487
16,394
- 19,797 235
17,534
2,583
60
1,215
250
157
850
580
Apr
13,000
19,097
16,900
2,197
Apr
Total inflow
Total outflow
Net inflow/outflow
16,394
60
1,104
250
157
850
530
Mar
12,000
17,628
15,600
2,028
Mar
26,000
134,487
2,583
1,004
250
157
850
490
Feb
11,000
16,159
14,300
1,859
Feb
Website & Systems
2,500
12,500
App
Photography
10,400
600
4,426
Branded items
Web Hosting Costs
Chiller/Freezer
38,280
2,000
Vehicle insurance
Vans
5,000
800
Uniform
Refurbishment
2,583
12,000
Wages
Recruitment & Training
150
Insurance
2,368
Advertising
913
200
Accounting
Vehicle maintenance & fuel
60
Stationery
2,000
157
Business Rates
Legal
850
Rent
Jan
10,000
Cash outflows
Purchases
450
114,690
Total
Transaction Fees
Jan
100,000
13,000
1,690
Cash inflows
Capital introduced
Product Sales
Delivery Sales
Cash flow forecast for the year ending 31st December 2014 ()
Notes
Small office & storage facility
Fees for accepting payments online
Purchases from local stores
Start up capital.
30% markup on purchases
Delivery charges @ 6.50 each
Initial prepayment for first 5 months.
Start up and end of year costs
Printing consumables
Legal advice
Camera
Mobile application for ordering
Branded delivery crates etc
Prepaid 1 year
Delivered & installed cost
2 Vauxhall Vivaro Chiller/Freezer vans
Fleet insurance policy for 2 vans
Small office only
26 Website and back end systems for ordering and delivery
25
24
23
22
21
20
19
18
Includes legal training requirements. Hiring mid-year due

to expansion and before christmas
16 4 x 7,750, plus 1 X 20,000 from july, plus 2 christmas
temps
17 Smart shirt, trousers, steel toecap boots and apron
15
Fuel increase 10% per month (more deliveries), plus veh.

service in December
14 Public liability insurance
13
12
11
10
From VOA http://www.2010.voa.gov.uk/rli/en/basic/

find/valuation/2010/12837959000/11000276000
8 Electricity for chiller/freezer/office
1
2
3
Appendix I - Year 1 Cash Flow Forecast
13,015
19,778
Advertising
Vehicle maint./fuel
21,155
156,538
Depreciation
136,756
- 19,782
600
Web Hosting
Loss
5,000
Refurbishment
48,325
1,200
Vehicle Insurance
Wages
1,400
14,650
Uniform
Recruitment & Traini
150
2,200
Accounting
Insurance
720
2,500
Stationery
Legal
10,760
3,000
Utilities
Transaction fees
1,884
10,200
Business Rates
Rent
G.P. b/d
50
No tax paid on loss
136,756
Profit & Loss Account for Oh So Local for Year Ended 31st December 2014 ()
356,306
4.44
Total Asset Turnover
-5.55%
-19.78%
-25%
38%
- 19,782
80,218
100,000
7,268
80,218
1.39
- 2,000
500
- 16,032
- 18,532
0
25,000
800
25,800
Net
31,024
3,837
5,250
20,800
2,040
10,000
72,951
Acid test ratio
Net profit margin
Return on Investment
Return On Capital Employed (ROCE)
Gross Profit Margin
Ratios
Loss for the year

Business Worth
Profit & Loss reserves
Share Capital
100000 ordinary shares @ 1 each
Working capital
Current Liabilities
Tr. Creditors
Sundry Creditors
Bank Overdraft
Current Assets
Stock
Tr. Drs
Sundry Drs.
136,756
356,306
Depn.
7,256
589.43
5,150
5,200
460
2,500
21,155
Gross profit
Cost
38,280
4,426
10,400
26,000
2,500
12,500
94,106
Fixed assets
Van
Chiller/Freezer
Branded Items
Website
Camera
App
356,306
219,550
Purchases
Sales
Balance sheet for Oh So Local as at 31st December 2014 ()
Trading account ()
1 of 5 yrs
1 of 7 yrs
1 of 2 yrs
1 of 5 yrs
1 of 5 yrs
1 of 5 yrs
From P&L statement

Fixed assets plus working capital
Figures balance
Current assets less current liabilities (positive value)
Money owed to suppliers

Money owed for legal services
Bank o/d in line with death valley curve
Between 1 and 2 acceptable for grocery industry
Nature of firm means no stock held (see business plan)

Christmas promotion (buy now pay later)
Vehicle insurance paid in advance
Straight line over 5 years, with 2000 (2 x 1000) scrap value

Straight line over 7 years, with 300 scrap value
Straight line over 5 years
48 Able to meet short term liabilities with current assets, 1.39 times
over.
49 For every 1 of assets we earn 4.44 revenue.
47 Negative due to making a loss in first year
44 In line with industry average - higher in first year due to greater

delivery fee
42
43
41
40
36
37
38
39
33
34
35
27
28
29
30
31
32
Appendix J - Year 1 Predicted P&L Statement and BS
30
31
Total inflow
Total outflow
Net inflow/outflow
Net cash
16,015 -
29,427
45,443
16,015
14,755 -
48,320
47,059
1,261
47,059
45,443
1,472
4,250
1,500
3,150
60
300
157
850
1,450
33,790
48,320
43,927
4,393
80
Feb
Feb
80
1,472
Vans
Web Hosting Costs
2,100
Refurbishment
Vehicle insurance
4,250
150
Uniform
Wages
Insurance
2,864
Advertising
Accounting
300
Utilities
60
157
Business Rates
Stationery
850
1,370
Transaction Fees
Rent
31,790
Jan
Cash outflows
Purchases
16,032
41,327
4,133
29,427
Jan
Total
Cash inflows
Balance o/d
Product Sales
Delivery Sales
Mar
Mar
14,139 -
51,180
50,564
615
50,564
80
1,472
4,250
3,465
2,600
60
300
157
850
1,540
35,790
51,180
46,527
4,653
Apr
Apr
14,000 -
54,040
53,901
139
53,901
80
1,472
4,250
3,500
3,812
60
300
157
850
1,630
37,790
54,040
49,127
4,913
12,963 -
56,900
55,862
1,038
55,862
80
1,472
1,000
4,250
4,193
2,000
60
300
157
850
1,710
May
39,790
56,900
51,727
5,173
May
Jun
Jun
11,574 -
59,760
58,371
1,388
58,371
80
1,472
3,000
4,250
4,612
60
300
157
850
1,800
41,790
59,760
54,327
5,433
2014
Jul
Jul
11,117 -
62,620
62,162
457
62,162
80
1,472
8,500
5,073
60
300
157
850
1,880
43,790
62,620
56,927
5,693
Aug
Aug
10,397 -
65,480
64,760
720
64,760
80
1,472
8,500
5,581
60
300
157
850
1,970
45,790
65,480
59,527
5,953
Sep
Sep
10,265 -
68,340
68,208
132
68,208
80
1,472
8,500
6,139
800
60
300
157
850
2,060
47,790
68,340
62,127
6,213
Oct
Oct
10,260 -
72,630
72,625
5
72,625
80
1,472
9,833
150
6,753
60
300
157
850
2,180
50,790
72,630
66,027
6,603
Nov
Nov
9,251 -
79,780
78,770
1,009
78,770
80
1,472
9,833
7,428
400
60
300
157
850
2,400
55,790
79,780
72,527
7,253
80
1,472
9,833
8,436
8,000
2,000
60
300
157
850
3,600
83,685
8,055
119,670
118,473
1,196 -
118,473
Dec
119,670
108,791
10,879
Dec
8,055
776,199
768,144
Cross
Checks
768,144
776,199
8,055 -
Total
548,375
23,590
10,200
1,884
3,600
720
2,000
13,800
61,506
150
5,150
80,500
1,000
3,000
2,100
17,664
960
776,199
16,032
712,888
71,289
768,144
Total
Notes
Fees for accepting payments online
Balance o/d.
Heavy advertising for Christmas period
End of year costs
Printing consumables
Smart shirt, trousers, steel toecap boots and apron
1 additional Vauxhall Vivaro Chiller/Freezer van on credit

to improve cashflow
22 Paid monthly to improve cashflow
20
Refurbishment of office to allow for entertaining

suppliers
19 Reduced due to no-claims bonus + multi vehicle policy
18
17
Retraining, Training Suppliers at our expense & rehiring

same christmas temps
16 Wages doubled in July due to business success
15
Fuel increase 10% per month (more deliveries), plus veh.

service in December
13
12
11
10
From VOA http://www.2010.voa.gov.uk/rli/en/basic/

find/valuation/2010/12837959000/11000276000
8 Electricity for chiller/freezer
1
2
3
Appendix K - Year 2 Cash Flow Forecast
13,800
61,506
Advertising
Vehicle maint./fuel
2,900
Vehicle Insurance
24,488
234,848
Depreciation
249,801
14,953
960
Web Hosting
Profit
3,000
Refurbishment
80,500
1,000
Uniform
Wages
5,150
Recruitment & Trainin
150
2,600
Accounting
Insurance
720
500
Stationery
Legal
23,590
2,900
Utilities
Transaction fees
1,884
10,200
Business Rates
Rent
G.P. b/d
50
Acid test ratio
Net profit margin
Gross Profit Margin
Ratios
Business Worth

Balance b/f
Profit for the year
Share Capital
Working capital
Current Liabilities
Tr. Creditors
Sundry Creditors
Bank Overdraft
Current Assets
Stock
Tr. Drs
Sundry Drs.
No tax paid after offsetting loss from 2014
249,801
Profit & Loss Account for Oh So Local for Year Ended 31st December 2015 ()
759,176
67,000
700
67,700
- 19,782
14,953
- 4,828
- 30,000
600
- 8,055
- 38,655
249,801
759,176
7.98
1.73
1.97%
-4.83%
-5%
33%
4,828
95,172
100,000
29,045
95,172
Cumulativ Net
14,512
23,768
3,333
14,331
1,179
3,247
10,300
100
10,400
15,600
920
1,580
5,000
7,500
45,644
66,126
Gross profit
Cost
38,280
17,664
4,426
10,400
26,000
2,500
12,500
111,770
Fixed assets
Van
Van 3
Chiller/Freezer
Branded Items
Website
Camera
App
759,176
509,375
Purchases
Sales
Balance sheet for Oh So Local as at 31st December 2015 ()
Trading account ()
2 of 5 yrs
1 of 5 yrs
2 of 7 yrs
2 of 2 yrs
2 of 5 yrs
2 of 5 yrs
2 of 5 yrs
From P&L statement

Figures balance



Straight line over 5 years with 1000 scrap value
over.
47 Increased due to small profit made in year 2.
44 In line with industry average
42
43
41
40
36
37
38
39
34
35
36
27
28
29
30
31
32
33
Appendix L -Year 2 Predicted P&L Statement and BS
32
33
7,306
6,908 -
Net cash
6,850 -
81,210
81,151
58
81,151
75,773
68,865
75,773
- 6,908
120
1,472
200
900
8,500
3,000
7,452
90
400
157
850
1,220
Feb
56,790
81,210
73,827
7,383
Feb
120
200
900
8,500
Total inflow
Total outflow
Net inflow/outflow
Carbon neutral
Web Hosting Costs
Vans
Vehicle insurance
Uniform
Branded items
Franchise provisions
Wages
300
1,000
Advertising
Insurance
Accounting
400
Utilities
1,090
157
Business Rates
Stationery
850
1,160
Jan
53,790
68,865
Jan
- 8,055
69,927
6,993
Rent
Transaction Fees
Cash outflows
Purchases
Total
Cash inflows
Balance o/d
Product Sales
Delivery Sales
3,721
85,500
82,370
3,129
82,370
120
1,472
200
900
8,500
7,601
1,000
90
400
157
850
1,290
Mar
59,790
85,500
77,727
7,773
Mar
487
89,790
85,582
4,207
85,582
1,000
120
1,472
200
900
8,500
7,753
90
400
157
850
1,350
Apr
62,790
89,790
81,627
8,163
Apr
2014
111,092
1,000
120
1,472
200
400
900
15,000
10,167
2,000
8,067
90
400
157
850
1,480
Jun
68,790
98,370
89,427
8,943
Jun
4,759 -
7,964 -
94,080
98,370
89,808 111,092
4,272 - 12,723
89,808
1,000
120
1,472
200
900
8,500
7,909
1,000
90
400
157
850
1,420
May
65,790
94,080
85,527
8,553
May
4,690
102,660
99,386
3,274
99,386
1,000
120
2,944
200
900
10,167
8,228
1,000
90
400
157
850
1,540
Jul
71,790
102,660
93,327
9,333
Jul
640
106,950
101,620
5,329
101,620
1,000
120
2,944
200
900
10,167
8,393
90
400
157
850
1,610
Aug
74,790
106,950
97,227
9,723
Aug
125,843
1,000
120
2,944
200
400
900
15,000
11,500
8,732
90
400
157
850
1,760
Oct
81,790
116,960
106,327
10,633
Oct
6,031 -
2,852 -
111,240 116,960
105,848 125,843
5,392 - 8,883
105,848
1,000
120
2,944
200
900
10,167
8,560
1,000
90
400
157
850
1,670
Sep
77,790
111,240
101,127
10,113
Sep
59
125,540
122,747
2,792
122,747
1,000
120
2,944
200
900
11,500
4,000
8,906
2,000
90
400
157
850
1,890
Nov
87,790
125,540
114,127
11,413
Nov
9,490
188,310
178,760
9,549
178,760
1,000
120
2,944
200
900
11,500
9,084
12,000
5,000
90
400
157
850
2,830
Dec
131,685
1,269,472
1,259,982
9,490
Total
893,375
19,220
10,200
1,884
4,800
2,080
5,000
19,000
97,992
300
9,000
117,667
30,000
10,800
800
2,400
25,024
1,440
9,000
1,259,982
Total
8,055
171,191 1,161,388
17,119
116,139
188,310 1,269,472
Dec
9,490
1,259,982
1,269,472
Cross
Checks
Notes
% Fee decrease due to higher sales
Balance o/d.
Continual systematic campaigns + XMAS advertising
End of year costs
New Printer in Jan + Printing consumables
Smart shirt, trousers, steel toecap boots and apron
Refreshing old items, purchased on credit
22
Offsetting carbon emissions - See business plan
20 2 additional Vauxhall Vivaro Chiller/Freezer van on credit

to improve cashflow - Feb and July.
21 Paid monthly to improve cashflow
19 Reduced due to no-claims bonus + multi vehicle policy
17
18
15 Retraining, Training Suppliers at our expense & rehiring

same christmas temps
16 Hired two future franchisee managers in June + XMAS
temp
17 Cost of preparing to franchise business
13 Fuel increase 10% per month (more deliveries), plus veh.

service in December
12
11
10
7 From VOA http://www.2010.voa.gov.uk/rli/en/basic/

find/valuation/2010/12837959000/11000276000
8 Electricity for chiller/freezer
1
2
3
Appendix M - Year 3 Cash Flow Forecast
1,884
6,350
19,220
Business Rates
Utilities
Transaction fees
16,400
97,992
Advertising
Vehicle maint./fuel
1,440
29,293
358,426
Web Hosting
Depreciation
398,151
39,725
30,000
Franchise Provisions
Profit
9,000
117,667
2,400
800
9,000
Carbon Neutral
Wages
Vehicle Insurance
Uniform
Recruitment & Trainin
300
4,400
Accounting
Insurance
2,080
Stationery
Legal
10,200
Rent
Profit & Loss Account ()
G.P. b/d
No tax paid after offsetting 2015

52 loss and asset purchase of
147,594 over 3 years
398,151
8.97
3.28%
34.90%
26%
33%
34,897
134,897
4,828
39,725
34,897
100,000
62,240
134,897
Cumulativ Net
21,768
16,512
6,666
10,998
4,605
20,419
1,768
2,658
10,300
100
5,350
5,450
15,600
10,400
1,380
1,120
7,500
5,000
74,937
72,657
1.79
- 63,000
850
- 63,850
114,000
2,600
9,490
126,090
Cost
38,280
17,664
25,024
4,426
10,400
10,800
26,000
2,500
12,500
147,594
Acid test ratio
Net profit margin
Gross Profit Margin
Ratios
Business Worth

Balance b/f
Profit for the year
Share Capital
Working capital
Current Liabilities
Tr. Creditors
Sundry Creditors
Bank Overdraft
Current Assets
Stock
Tr. Drs
Sundry Drs.
Cash in bank
398,151
1,210,526
Gross profit
1,210,526
Fixed assets
Van
Van 3
Van 4/5
Chiller/Freezer
Branded Items
Branded Items2
Website
Camera
App
1,210,526
812,375
Purchases
Sales
Balance sheet ()
Trading account ()
1 of 2 yrs
3 of 5 yrs
3 of 5 yrs
3 of 5 yrs
3 of 5 yrs
2 of 5 yrs
1 of 5 years
3 of 7 yrs
From P&L statement

Figures balance


Cash in bank in the black, in line with death valley curve

To be sold for scrap
over.
49 Increasing due to higher profits in year 3.
48 Shows year on year return on owners original investment
47 Higher than the opportunity cost
46 In line with industry average
44
45
45
44
40
41
42
43
36
37
38
39
27
28
29
30
31
32
33
34
35
Appendix N - Year 3 Predicted P&L Statement and BS
34
Appendix O - Risk Assessment

Potential Risk
Solutions
Stock issues
Our sophisticated stock system should ensure that

products cannot be purchased online if they are not
available in store. If a mistake is made, and providing
there is a reasonable period before delivery, we shall
email the client to see if we can offer an alternative.
If there is not a limited time, we will bring an
alternative product to the customer (for no less of
a value than what they purchased, but pay the same
price regardless), which they can refuse and be
refunded for if they are not fully satisfied.
Van breaking down
Absence of staff
Absence of management staff (illness, accident,
holiday, etc.)
Break down of freezer
For the first three years, our insurance will provide us

with an immediate courtesy van to ensure deliveries
are largely unaffected. Failing this, we will hire
a refrigerated van for the few days ours is off the
road. This will become less of a problem as our fleet
increases in size.
In forming relationships with local employment

agencies, we will have access to immediate temporary
workers that are in-keeping with our brands image.
Through having a team that is trained in multiple

disciplines, we should be able to cope effectively
cope with an absenteeism. Failing this, we will look
to outsource or hire skilled staff on a temporary basis.
As a short term solution, products can be kept
refrigerated in the van. Included in the price of
chiller/freezer is an on call maintenance contractor
who should rectify the problem quickly.
Damage to customer property (Hitting cars, build- Covered via public liability insurance.
ings, etc. whilst delivering)
IT failures (i.e. website or stock system fails)
Rise in petrol prices

Legislation
Customer complaints
35
Team member Michael is a trained software

developer who should be able to resolve the issue.
If he is absent and the problem cannot be fixed by
another team member we arrange for external help.
Moreover, we will have on call technical support.
Whilst this is largely out of our control, an increase
in fuel prices has been accounted for and shouldnt
affect the business too unexpectedly.
Changes in legislation have the potential to

negatively affect us; however, through retraining and
careful management these risks should be mitigated.
By putting customers first we will produces an

apologetic email and discount on their next delivery.
Report back to suppliers if the matter concerns them.
As a local retailer, I
think this is an excellent idea!
Due to the potential

customer reach, wed be willing
to offer 35% comission
We would love to
shop locally more, however we
simply do not have the time
Oh so...
local
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Its always difficult

to find new customers

Business Plan 2014

Amelia Willcox, Georgia Cunningham, Ashley Copp & Michael Mason

At Oh So Local we strive to provide a premium online

Oh So Local is an online service for ordering

In offering a user-friendly online platform to

Marketing Director - Georgia Cunningham

Finance Director - Ashley Copp

Operational/Technical Director - Michael Mason

Figure 1 - Cash Reserves & Sales for Oh So Local 2014-2016

Cash Reserves Revenue

(See Appendix I - N for full financials)

In our fourth year of operation the overarching

Oh So Local will look to become carbon neutral

Reasons for Franchising:

Figure 2 - Four locations in Buckinghamshire (all in the

of people would prefer to shop more

Of those who purchase groceries for the

of respondents are over the age of 36.

Percentage of people surveyed that had

want to pay for individual deliveries

prepared to pay over

of those surveyed spend over 100

Farnham is an historic market town situated

1. On average, how much do you spend on food

6. Would you rather pay for each single delivery

Following extensive primary and secondary

2. How much do you spend in local food

7. What time of day is best for delivery?

Abel & Cole

Organic fruit and veg box delivery scheme,

Please see Appendix O - Risk Assessment

Government supporting small business

Country coming out of recession, high

Backlash against big supermarkets

Rapid advancement of cloud software

Food has come under increasing scrutiny

The reduction of vehicle emissions is high

Larger supermarkets are being publicly

Oh So Local will have an online presence instead

Reasons for Location

The 450 ft warehouse is central to both our

Website, Mobile Application & Software Requirements

See Appendix D for website and portal design.

Self-developed and managed.

Backend System (Internal)

Vehicle routing and automated planning:

Supplier Portal & Data Insights

The supplier database and portal is our way

Most small businesses do not have the

(See Appendix D for portal design)

Door to Door Sales:

Circulation and Target Demographics:

Facebook, Twitter & Instagram:

Social media will be used to inform and connect

At Oh So Local we strive to provide a

Half page newspaper advert

At Oh So Local we strive to provide a

Delivering premium goods, from your