BUSINESS PLAN FOR 5000 LAYERS

ADOM POULTRY FARM,

BUSINESS TITTLE: POST OFFICE BOX 11,

BUSINESS PLAN FOR THE PRODUCTION OF 5000 LAYERS TECHIMAN.

PREPARED FOR:
MR PREMPEH OSEI AGYEMAN INDEX NUMBER:
3772318
GENERAL MANAGER

UNIT BANK.

PREPARED BY:
BONNOR EBENEZER

There are loads of business opportunities in the poultry industry and layer farming is one of them.
Layers are chickens that are specifically raised for the purpose of laying eggs – commercial egg
production. Layer poultry farming means raising egg laying poultry birds for the purpose of
commercial egg production. Layer chickens are a special species of hen which need to be raised from
when they are one day old. They start laying eggs commercially from 18-19 weeks of age.

Layer poultry farming is a profitable business that has evolved from small scale into a global industry
in most countries where it is carried out. Countries like Nigeria, United Kingdom, Brazil, Greece,
Philippines, China, Japan, Thailand, Caribbean countries and even South American Countries have
been farming layer chicken on a large scale for a long time. United States isn’t far from the trade as
there are lots of people who are making huge fortune from farming layer chicken alone.

Layer Farming Business Plan – Executive Summary

Adom poultry farm LLC is a world – class poultry farm company with strong bias for rearing layer
chickens. Our poultry farm will be based in the outskirt of Techiman, Brong ahafo region – Ghana.
We have done a detailed market research and feasibility studies and we were able to secure
hundred hectares of land to start our layer poultry farm and egg production business. Our layer
poultry farm is going to be a standard commercial poultry farm, so will be involved in raising layers
for egg production on a commercial level; we will export live layers – chickens and eggs, to other
countries of the world.

We are in the commercial layer poultry farming and egg production line of business because we
want to leverage on the vast opportunities available in the agriculture industry to contribute our
quota in growing the Ghana economy.
Adom Poultry Farms, is well positioned to become one of the leading commercial layer poultry
farms in the Ghana, which is why we have been able to source for the best hands and machines to
run the company. We have put processes and strategies in place that will help us employ best
practices when it comes to commercial poultry farms and egg production as required by the
regulating bodies in the Ghana

Adom Poultry Farms, our customer’s best interest will always come first, and everything we do will
be guided by our values and professional ethics. We will ensure that we hold ourselves accountable
to the highest standards by meeting our client’s needs precisely and completely. We will cultivate a
working environment that provides a human, sustainable approach to earning a living

Adom Poultry Farms, is a private registered commercial layer poultry farm and egg production
company that is owned by Mrs. Grace Milton and her immediate family members. The layer poultry
farm will be fully and singlehandedly financed by the owner – Mrs. Grace and her immediate family
members at least for a period of time.

Before starting Adom Poultry Farms, Mr. Bonnor Ebenezer has gathered robust experience working
for some of the top brands in the poultry farms industry in the Ghana. He is of our Product Offering

Adom Poultry Farms, is a standard commercial layer poultry farm and egg production company that
is committed to raising chicken (layers) for both the Ghana’ market and the global market. We are in
the commercial layer poultry farms and egg production line of business to make profits and we are
going to do all we can to achieve our business goals, aim and objectives.

These are the areas we will concentrate on in our commercial layer poultry farms. If need arises we
will definitely add more poultry produce to our list;

Raising, processing and marketing chickens on a commercial level; we export chickens, processed
chickens and eggs to other countries of the world

Table eggs produced by battery chickens (white)

Table eggs produced by battery chickens (brown)

Hatching eggs

Specialty eggs

Our Vision Statement

Our Vision is to become one of the leading commercial layer poultry farm and egg production brands
not just in the Ghana but also on a global stageness.

Our Mission Statement

Adom Poultry Farms, is a world class and registered commercial layer poultry farm and egg
production company that is committed to raising layers – chickens, and producing eggs for both the
Ghana’ market and the global market. We want our chickens and eggs to flood the nooks and
crannies of the Ghana and other countries of the world.

Our Business Structure

Adom Poultry Farms, is a privately owned and managed commercial layer poultry farms and egg
production business tha 000.t intends starting small in Techiman – Brong Ahafo, but hope to grow
big in order to compete favorably with leading commercial poultry farms and egg production
companies in the industry both in the Ghana and on a global stage.

We are aware of the importance of building a solid business structure that can support the picture of
the kind of world class business we want to own. This is why we are committed to only hire the best
hands within our area of operation.

At Adom Poultry Farms, we will ensure that we hire people that are qualified, hardworking, creative,
result driven, customer centric and are ready to work to help us build a prosperous business that will
benefit all the stakeholders (the owners, workforce and customers).

As a matter of fact, a profit-sharing arrangement will be made available to all our senior
management staff and it will be based on their performance for a period of five years or more as
agreed by the board of trustees of the company. In view of the above, we have decided to hire
qualified and competent hands to occupy the following positions;

Chief Operating Officer

General Poultry Farm Manager

Human Resources and Admin Manager

Accountant/Cashier

Sales and Marketing Executive

Field Employees

Front Desk Officer

Roles and Responsibilities

Chief Executive Officer – CEO:

Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching,

counseling, and disciplining managers; communicating values, strategies, and objectives; assigning
accountabilities; planning, monitoring, and appraising job results; developing incentives; developing
a climate for offering information and opinions; providing educational opportunities

Creating, communicating, and implementing the organization’s vision, mission, and overall direction
– i.e. leading the development and implementation of the overall organization’s strategy

Responsible for fixing prices and signing business deals

Responsible for providing direction for the business

Creating, communicating, and implementing the organization’s vision, mission, and overall direction
– i.e. leading the development and implementation of the overall organization’s strategy

Responsible for signing checks and documents on behalf of the company

Evaluates the success of the organization

General Poultry Farm Manager

Responsible for the planning, management and coordinating all farm activities across the various
sections on behalf of the organization

Supervise other section managers

Ensure compliance during project executions

Providing advice on the management of farming activities across all section

Responsible for carrying out risk assessment

Using IT systems and software to keep track of people and progress of the growth of chickens and
other birds

Responsible for overseeing the accounting, costing and sale of poultry farm produce

Represent the organization’s interest at various stakeholders’ meetings

Ensures that layer poultry farming goals desired result are achieved, the most efficient resources
(manpower, equipment, tools and chemicals et al) are utilized and different interests involved are
satisfied. Responsible for preparing financial reports, budgets, and financial statements for the
organization

Human Resources and Admin Manager

Responsible for overseeing the smooth running of HR and administrative tasks for the organization

Updates job knowledge by participating in educational opportunities; reading professional

publications; maintaining personal networks; participating in professional organizations

Enhances department and organization reputation by accepting ownership for accomplishing new
and different requests; exploring opportunities to add value to job accomplishments.

Defining job positions for recruitment and managing interviewing process

Carrying out staff induction for new team members

Responsible for training, evaluation and assessment of employees

Oversee the smooth running of the daily office

Accountant/Cashier

Responsible for preparing financial reports, budgets, and financial statements for the organization

Provides managements with financial analyses, development budgets, and accounting reports;
analyzes financial feasibility for the most complex proposed projects; conducts market research to
forecast trends and business conditions

Responsible for financial forecasting and risks analysis

Performs cash management, general ledger accounting, and financial reporting for one or more
properties

Responsible for developing and managing financial systems and policies

Responsible for administering payrolls

Ensuring compliance with taxation legislation

Handles all financial transactions for Adom Poultry Farms,

Serves as internal auditor for Adom Poultry Farms.

Sales and Marketing Manager

Manage external research and coordinate all the internal sources of information to retain the
organizations’ best customers and attract new ones

Model demographic information and analyze the volumes of transactional data generated by
customers

Identifies development opportunities; follows up on development leads and contacts; participates in

the structuring and financing of projects; assures the completion of development projects

Write winning proposal documents, negotiate fees and rates in line with organizations’ policy

Responsible for handling business research, market surveys and feasibility studies for clients

Responsible for supervising implementation, advocate for the customer’s needs, and communicate
with clients

Develop, execute and evaluate new plans for increasing sales

Create new markets cum businesses for the organization

Empower and motivate the sales team to meet and surpass agreed targets

Field Workers/Contract Staff

Responsible for daily collection of eggs

Responsible for feeding chickens and other birds as instructed by the supervisor

Responsible for cleaning poultry and the entire environment

Change the water for the birds as instructed by the supervisor on a regular basis

Handles poultry farm implements and machines (hatchery) as instructed by the section
manager/supervisor

Assist in handling the chicken and other birds et al

Carries out task in line with the stated job description

Assist in transport working tools and equipment from the poultry farm and back to the designated
store room

Handles any other duties as assigned by the line manager

Front Desk/Customer’s Service Officer

Welcomes clients and potential clients by greeting them in person, online or on the telephone;
answering or directing inquiries.

Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with
a personalized customer service experience of the highest level

Through interaction with clients on the phone, uses every opportunity to build client’s interest in the
company’s products and services

Manages administrative duties assigned by the creative director in an effective and timely manner

Consistently stays abreast of any new information on the organizations’ products, promotional
campaigns etc. to ensure accurate and helpful information is supplied to clients when they make
enquiries

Layer Farming Business Plan – SWOT Analysis

AdomPoultry Farms, do not intend to launch out with trial and error hence the need to conduct a
proper SWOT analysis. We know that if we get it right from the onset, we would have succeeded in
creating the foundation that will help us build a standard commercial layer poultry farm and egg
production company that will favorably compete with leading commercial layer poultry farms and
egg production companies likeDarko Farms, Aburi Farms in Ghana

We engaged the services of a core professional in the area of business consulting and structuring to
assist our organization in building a well – structured commercial layer poultry farm and egg
production company that can favorably compete in the highly competitive commercial poultry farms
and egg production industry in Ghana.
Part of what the team of business consultant did was to work with the management of our
organization in conducting a SWOT analysis for adom Poultry Farms. Here is a summary of the result
of the SWOT analysis that was conducted on behalf of Adom Poultry Farms.

Strength:

Our strength as a commercial layer poultry farm and egg production company is the fact that we
have healthy relationships with loads of major players (agriculture merchants) in the industry; both
suppliers of poultry feeds and medications and buyers of live layers (chickens) and eggs within and
outside of Ghana

We have some of the latest commercial poultry farming hatchery, tools and equipment that will help
us raise and produce eggs in commercial quantities with less stress. Aside from our relationship
(network) and equipment, we can confidently boast that we have some the most experienced hands
Ghana.

Weakness:

Our weakness could be that we are a new commercial poultry farm and egg production company in
the Ghana, and perhaps it might take us sometime to attract big time customers in the industry. We
are aware of this and from our projection will overcome this weakness with time and turn it to a
major advantage for the business.

Opportunities:

The opportunities that are available to us as a standard commercial layer poultry farm and egg
production company cannot be quantified. We know that there are loads of households and
businesses such as grocery stores, hotels and fast food restaurants that can’t do without a daily
supply of live chicken and eggs. We are well positioned to take advantage of this opportunity.

Threat:

Some of the threats and challenges that we are likely going to face when we start our commercial
layer poultry farm and egg production company are global economic downturn that can impact
negatively on household spending, bad weather cum natural disasters (draughts, epidemics),
unfavorable government policies and the arrival of a competitor (a commercial farm that engage in
the rearing of chickens and other birds) within same location. There is hardly anything you can do as
regards these threats and challenges other than to be optimistic that things will continue to work for
your good.

Layer Farming Business Plan – MARKET ANALYSIS

Market Trends
The Poultry and Chicken Egg Production industry has greatly benefited from campaigns advertising
the health benefits of chickens and eggs as a good source of protein. No doubt, the increased
demand of chicken and eggs from households and food related businesses and of course the
growing popularity of specialty and processed eggs have rapidly improved revenue growth for the
industry.

In the face of this growth, profit margin has suffered from rising feed costs and also regulations
regarding animal welfare. As a matter of fact, one of the new trends is that with the recent
advancement in technology, poultry farmers can now comfortably predict and produce large
quantities of chickens/birds and eggs per time.

Our Target Market

Indeed, the target market of those who are the end consumer of commercial poultry farm produce
and also those who benefits from the business value chain of the poultry farming and egg
production industry is all encompassing; it is far–reaching.

Every household consumes produce from commercial poultry farms be it chicken or egg. So also,
almost all hotels and fast restaurants sell meals made from chicken and eggs. In essence a
commercial poultry farmer cum layer farmer should be able to sell his or her chickens and eggs to as
many people as possible.

In view of that, we have positioned our business to attract consumers of chicken and eggs not just in
Ghana alone but in other parts of the world. We have conducted our market research and survey
and we will ensure that we meet and surpass the expectations we set for the business.

Below is a list of the people and business that we will market our live chickens and eggs to;

Households

Individuals

Hotels

Restaurants

Fast food eateries

Grocery stores

Agriculture merchants

Our Competitive Advantage

It is easier to find entrepreneur flocking towards an industry that is known to generate consistent
income which is why there are more commercial poultry farmers in Ghana and of course in most
parts of the world.

As a matter of fact, entrepreneurs are encouraged by the government to embrace commercial

farming cum poultry farming and egg production. This is because part of the success of any nation is
her ability to cultivate her own food and also export foods to other nations of the world.

Adom Poultry Farms, is fully aware that there are competitions when it comes to selling live layers
and eggs all over the globe, which is why we decided to carry out thorough market research so as to
know how to take advantage of the available market in the Ghana and in other parts of the world.

We have done our homework and we have been able to highlight some factors that will give us
competitive advantage in the marketplace; some of the factors are effective and reliable layer
poultry farming and egg production processes that can help us sell our produce at competitive
prices, good network and excellent relationship management.

Another competitive advantage that we are bringing to the industry is the fact that we have healthy
relationship with loads of major players (agriculture merchants) in the industry; both suppliers of
poultry feed, medications, buyers of live chickens and eggs within and outside of Ghana.

We have some of the latest commercial poultry farming hatchery, tools and equipment that will help
us raise layers and produce eggs in commercial quantities with less stress. Aside from our
relationship (network) and equipment, we can confidently boast that we have some the most
experienced hands in Ghana in our payroll.

Lastly, all our employees will be well taken care of and their welfare package will be among the best
within our category (startups commercial poultry farms and egg production companies in Ghana in
the industry. It will enable them to be more than willing to build the business with us and help
deliver our set goals and achieve all our business aims and objectives.

Layer Farming Business Plan – SALES AND MARKETING STRATEGY

We are quite aware that the reason why some commercial poultry farms and egg production
companies hardly make good profits is their inability to sell off their live chickens and eggs as at
when due. Our sales and marketing team will be recruited based on their vast experience in the
poultry farming and egg production industry and they will be trained on a regular basis so as to be
well equipped to meet their targets and the overall business goal of Adom Poultry Farms.

Over and above, we have perfected our sale and marketing strategies first by networking with
agriculture merchants and businesses that rely on a daily supply of live chicken and eggs. In
summary, Adom Poultry Farms. will adopt the following strategies in marketing our commercial farm
produce;

Introduce our business by sending introductory letters alongside our brochure to stakeholders in the
agriculture industry, grocery stores, households, hotels and restaurants and agriculture produce
merchants.

Advertise our business in agriculture and food related magazines and websites

List our commercial layer poultry farms and egg production business on yellow pages ads

Attend related agriculture and food expos, seminars and business fairs et al

Leverage on the internet to promote our business

Engage in direct marketing

Encourage the use of word of mouth marketing (referrals)

Sources of Income

Adom Poultry Farms, is in the poultry farms and egg production line of business for the purpose of
maximizing profit hence we have decided to explore all the available opportunities within the
industry to achieve our corporate goals and objectives.

Below are the sources we intend exploring to generate income for Adom Poultry Farms,

Raising, processing and marketing chickens on a commercial level; we export chickens, processed
chickens and eggs to other countries of the world

Table eggs produced by battery chickens (white)

Table eggs produced by battery chickens (brown)

Hatching eggs

Specialty eggs

Table eggs produced by free-range chickens

Sales Forecast
From the survey conducted, we were able to discover that the sales generated by a commercial layer
poultry farm and egg production business depends on the size of the poultry farm, the types of birds
available in the poultry and of course the size of their marketing network.

We have perfected our sales and marketing strategies and we are quite optimistic that we will meet
or even surpass our set sales target of generating enough income/profits from the first year of
operation, and build the business from survival to sustainability within the shortest period of time.

We have been able to critically examine the layer poultry farms and egg production business, we
have analyzed our chances in the industry and we have been able to come up with the following
sales forecast.

First Fiscal Year-: GHC250,000

Second Fiscal Year-: GHC600,000

Third Fiscal Year-: GHC900,000

N.B: This projection is done based on what is obtainable in the industry and with the assumption
that there won’t be any major economic meltdown that can impact negatively on household
spending, bad weather cum natural disasters (draughts, epidemics), and unfavorable government
policies. Please note that the above projection might be lower and at the same time it might be
higher.

Our Pricing Strategy

If you want to get the right pricing for your live layer chicken and egg, then you should ensure that
you choose a good location for your commercial layer poultry farm and chicken egg production
business, choose a good breed of layers that will guarantee bountiful harvest (eggs), cut the cost of
running your poultry farm to the barest minimum and of course try as much as possible to attract
buyers to your poultry farm as against taking your eggs and chickens to the market to source for
buyers; with this, you would have successfully eliminate the cost of transporting the goods to the
market and other logistics.

We are quite aware that one of the easiest means of penetrating the market and acquiring loads of
customers is to sell at competitive prices, hence we will do all we can to ensure that the prices of our
eggs and layers – chickens are going to be what other commercial layer poultry farmers would look
towards beating.

One thing is certain; the nature of commercial layer poultry farming and egg production business
makes it possible for layer poultry farmers to place prices for their eggs and live chickens based on
their discretion without following the benchmark in the industry. The truth is that it is one of the
means of avoiding running into a loss.
Payment Options

The payment policy adopted by Adom Poultry Farms, is all inclusive because we are aware that
different customers prefer different payment options as it suits them but at the same time, we will
ensure that we abide by the financial rules and regulation of the Ghana.

Here are the payment options that Adom Poultry Farms, will make available to her clients;

Payment via bank transfer

Payment with cash

Payment via credit cards/Point of Sale Machines (POS Machines)

Payment via online bank transfer

Payment via check

Payment via mobile money transfer

Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our clients make payments
for our live chicken and eggs purchase without any stress on their part. Our bank account numbers
will be made available on our website to clients who may want to deposit cash or make online
transfer for our chickens and eggs.

Layer Farming Business Plan – Publicity and Advertising Strategy

Any business that wants to grow beyond the corner of the street or the city they are operating from
must be ready and willing to utilize every available means (conventional and non – conventional) to
advertise and promote the business. We intend growing our business which is why we have
perfected plans to build our brand via every available means.

We know that it is important to create strategies that will help us boost our brand awareness and to
create a corporate identity for our commercial layer poultry farm and chicken egg production
business. Below are the platforms we will leverage on to boost our commercial layer poultry farm
brand and to promote and advertise our business;

Place adverts on community based newspapers, radio and TV stations

Encourage the use of word of mouth publicity from our loyal customers

Leverage on the internet and social media platforms like; YouTube, Instagram, Facebook, Twitter,
LinkedIn, Snapchat, Badoo, Google+ and other platforms to promote our business.
Ensure that our we position our banners and billboards in strategic positions all around Ghana.

Distribute our fliers and handbills in target areas in and around our neighborhood

Contact corporate organizations, households, landlord associations and grocery stores by calling
them up and informing them of Adom Poultry Farms, and the poultry produce we sell

Advertise our business in our official website and employ strategies that will help us pull traffic to
the site

Brand all our official cars and trucks and ensure that all our staff members and management staff
wears our branded shirt or cap at regular intervals.

Layer Farming Business Plan – Financial Projections and Costing

When it comes to calculating the cost of starting a commercial poultry farm, there are some key
factors that should serve as a guide. The different types of birds to be raised in a commercial poultry
farm determine the total cost of setting up the business.

Besides, in setting up any business, the amount or cost will depend on the approach and scale you
want to undertake. If you intend to go big by renting / leasing a big facility, then you would need a
good amount of capital as you would need to ensure that your employees are well taken care of, and
that your facility is conducive enough for workers to be creative and productive.

This means that the start-up can either be low or high depending on your goals, vision and
aspirations for your business.

The tools and equipment that will be used are nearly the same cost everywhere, and any difference
in prices would be minimal and can be overlooked. As for the detailed cost analysis for starting a
commercial layer poultry farm and egg production business, it might differ in other countries due to
the value of their money.

Below are some of the basic areas we will spend our start-up capital in setting up our commercial
layer poultry farm and egg production business;

The total fee for incorporating the business (commercial layer poultry farm) in GHC3,775.

The amount needed to acquire/lease a farm land – GHC10,000

The amount required for preparing the farm land (poultry fencing et al) – G30,000

Legal expenses for obtaining licenses and permits as well as the accounting services (software, P.O.S
machines and other software) – GHC6,300.

Marketing promotion expenses for the grand opening of Adom in the amount of $ ghc3,500 and as
well as flyer printing (1,000 flyers at GHC per copy) for the total amount of ghc3000
The total cost for hiring business consultant – ghc2,500

The total cost for payment of insurance policy covers (general liability, workers’ compensation and
property casualty) at a total premium of – ghc300

The amount required for the purchase of the first set of layer chickens – ghc25,000

The cost for acquiring the required working tools and equipment/machines/hatchery et al –
GHC3,500

Operational cost for the first 3 months (salaries of employees, payments of bills et al) – GHC60,000

The cost of launching an official Website – GHC600

Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) – GHC2,000

Going by the report from detailed research and feasibility studies conducted, we will need an
average of GHC500,000 to start a standard commercial layer poultry farm and chicken egg
production business in Ghana

Generating Funds/Startup Capital for Adom Poultry Farms,

No matter how fantastic your business idea is, if you do not have the required money to finance the
business, the business might not become a reality. Finance is a very important factor when it comes
to starting a business such as commercial layer poultry farm and egg production business. No doubt
raising startup capital for a business might not come cheap, but it is a task that an entrepreneur
must go through.

Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity and
competence of their employees, their investment strategy and the business structure. If all of these
factors are missing from a business (company), then it won’t be long before the business closes
shop.

One of our major goals of starting Adom Poultry Farms, is to build a business that will survive off its
own cash flow without injecting finance from external sources once the business is officially running.
We know that one of the ways of gaining approval and winning customers is to retail our live layer –
chickens and eggs a little bit cheaper than what is obtainable in the market and we are well prepared
to survive on lower profit margin for a while.

Adom Poultry Farms, will make sure that the right foundation, structures and processes are put in
place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed
to drive our business to greater heights and training and re – training of our workforce is at the top
burner.

We know that if this is put in place, we will be able to successfully hire and retain the best hands we
can get in the industry, and they will be more committed to helping us build the business of our
dreams.

Check List/Milestone

Business Name Availability Check: Completed

Business Registration: Completed

Opening of Corporate Bank Accounts: Completed

Securing Point of Sales (POS) Machines: Completed

Opening Mobile Money Accounts: Completed

Opening Online Payment Platforms: Completed

Application and Obtaining Tax Payer’s ID: In Progress

Application for business license and permit: Completed

Purchase of Insurance for the Business: Completed

Leasing of farm land and building of standard poultry (cages): In Progress

Conducting Feasibility Studies: Completed

Generating capital from family members: Completed

Application for Loan from the bank: In Progress

Writing of Business Plan: Completed

Drafting of Employee’s Handbook: Completed

Drafting of Contract Documents and other relevant Legal Documents: In Progress

Design of The Company’s Logo: Completed

Graphic Designs and Printing of Packaging, Marketing/Promotional Materials: In Progress

Recruitment of employees: In Progress

Purchase of the needed hatcheries, creates, furniture, racks, shelves, computers, electronic
appliances, office appliances and CCTV: In progress

Creating Official Website for the Company: In Progress

Creating Awareness for the business both online and around the community: In Progress
Health and Safety and Fire Safety Arrangement (License): Secured

Opening party/launching party planning: In Progress

Compilation of our list of products that will be available in our store: Completed

Establishing business relationship with vendors – key players in the industry: In Progress