MAMELL SEA FOOD

BUSINESS PLAN
EXECUTIVE SUMMARY
Seafood consumption in Eastern Africa has been increasing as the region’s population grows and
more people are becoming more conscious of the health benefits of seafood despite a general fish
output decline, especially from Lake Victoria, one of the biggest sources of seafood in Eastern
Africa. Further, Kenya's earnings from seafood exports increased by more than 60 percent in
2022.
Two reports released in May 2023 by the  National Bureau of Statistics (KNBS) and the Central
Bank of Kenya (CBK) indicate the country's export earnings jumped to KES 5.6 billion (USD
40.5 million, EUR 37.5 million) in 2022 compared to KES 3.4 billion (USD 24.6 million, EUR
22.7 million) in 2022 as market prices appreciated. This shows that the sea food industry has
achieved tremendous growth over the years as more Kenyans and the region alike are embracing
sea food; which then creates a relatively lucrative venture which if explored well would generate
good returns through the import and export of these products.
Mamel sea foods supply limited seeks to leverage on this massive opportunity and availably of
ready markets to expand its wings in the sea food industry with a mission to supply only the
strongest, healthiest and best quality live seafood and Live Tropical marine Fish to international markets.
At Mamel sea food supplies, we are HACCP certified, and also operate within all set Marine and
Fisheries regulations. Our shipment is done by Air and Sea taking less than 40Hrs. and 21 days
respectively depending on clients’ destination. We have a wide spread collection stations along the
Kenyan Coastline operated by highly experienced Fishermen and personnel. These stations secure only
the Strongest, healthiest and best quality catch of the day. It is with this” catch of the day” that guarantees
the best Seafood and Ornamental Fish for our clients and keep them coming for more.
We possess good knowledge of international markets to work closely with global leading suppliers. These
experience and expertise enables us to constantly secure the strongest, healthiest and highest quality
seafood and marine Fish for our customers. Mamel Seafood supplies Limited has come up with several
competitive aspects the first of which is the quality of our sea food and fish. All our products will be
absolutely fresh and healthy. Secondly, our product portfolio is vast than that of our competitors. We have
a strong distribution network and access to variety of supplies in the international markets that our
competitors aren’t privileged to have.
In terms of location of business, Mamel Seafood’s & Fish Facility is strategically located next to the sea
and near the Airport which ensures hustle-free handling and transportation of our Seafood and Fish for
export. This gives us a greater advantage over our competitors.
The success of Mamel Seafood Limited will be achieved by pro, providing friendly service and
employing an aggressive marketing plan to build customer/client traffic. Today’s market requires more
than just good food and service to make a restaurant successful. At Mamel Seafood Limited we will
constantly strive to enthusiastically win more customers by being proactive rather than reactive in our
marketing efforts.
Lastly, we seek to have a solid financial plan as we seek to expand our sea foods business so as to realis
good ROI. Our financial plan includes include all the details of investments, monthly expenses, expected
profits, possible losses and strategies to maximize profit and minimize possible losses
COMPANY DESCRIPTION
Mamel Seafood & Fish is an Exporter of Seafood and Tropical fish with over 5
years’ experience in the industry. Having started as a local small scale
seafood distributor, we are now firmly established as one of the fastest
growing exporter and local distributors of Live, Fresh and frozen seafood and Live
Ornamental Tropical Marine Fish in Kenya and the region .Our best quality
products have seen us secure a stable and trustworthy relationship with our wide
range global clients.
This has developed a good working partnership over the years.
Our network and efficiency guarantees reliable and best quality products within
shortest time possible.
We are HACCP certified, and also operate within all set Marine and Fisheries
regulations. Our shipment is done by Air and Sea taking less than 40Hrs. and 21
days respectively depending on clients’ destination
We have a wide spread collection stations along the Kenyan Coastline operated by
highly experienced Fishermen and personnel. These stations secure only the
Strongest, healthiest and best quality catch of the day. It is with this” catch of the
day” that guarantees the best Seafood and Ornamental Fish for our clients and keep
them coming for more.
We have good knowledge of international markets to work closely with global
leading suppliers. These experience and expertise enables us to constantly secure
the strongest, healthiest and highest quality seafood and marine Fish for our
customers.

OUR PRODUCTS AND SERVICES

Mamel Seafood & Fish is an Exporter of Seafood and Tropical fish ranging from:

 Crabs  Barracuda  Giant Jumbo

 Oyster  Roc Cod Prawn
 Lobster  Grey Snapper  XX Giant Prawn
 Octopus  Red Snapper  Peeled Prawn
 Squids  Queen Prawn  Tilapia
 Tuna  Tiger Prawn  Nile Perch
 King Fish  King Prawn  Trout
 Sole Fish  Jumbo Prawn  Sai Fish
 Sea Fish  Giant Prawn  Salmon
 Parrot Fish  Scallops

Export:
Building on our reputation as the fastest growing supplier of Live, Fresh and
frozen seafood and Live Ornamental Fish, our company has established a wide
network of international packers and trades all over the world. We export Live
Seafood and a wide variety of Marine fish throughout Asia, Europe, and Far East,
the USA and the rest of the world, always ensuring on-time delivery of cargo – as
promised.
Wholesale:
As a fast growing supplier of seafood to the ever growing market, we are able to
provide our customer with an extensive products range of seafood and Ornamental
Fish. We believe in providing Live, Healthy, strong and quality seafood and
Marine Fish to our entire customer at the most competitive price.

Local Distribution:
With more than 5 years of experience in local distribution, we supply a wide
variety of live, fresh and frozen seafood and Ornamental Fish to all types of
institutions, hotels to restaurants, from Local food caterers to ship handlers and
wholesalers to retailers.
As a HACCP and ISO22000 certified seafood and Ornamental Fish Handling
Company, we utilize a strict quality control system to ensure that our customer
only gets the strongest, healthiest and highest quality seafood and Tropical Marine
Fish at the most competitive price.
Handling and Shipping:
Mamel Seafood & Fish Facility is strategically located next to the sea and near the
Airport which ensures hustle-free handling and transportation of our Seafood and
Fish for export.

Our main and final handling facility is where the freshest, healthiest and strongest
catch of the day is prepared, packed and Shipped within the shortest time possible.
And it is this unique “Shortest time from catch” handling that offers the quality
that attracts our customers.
Customers are spoilt for choice here. Not only the best catch of the day can be
offered, we have high quality seafood and a variety of Ornamental Fish all ready to
satisfy you and your wide range clients.
SEA FOOD AND FISH INDUSTRY
ASSESMENT
Seafood is liked all over the world because it contains high nutrition value, protein, minerals, and
vitamin content. Seafood consumption particularly in Eastern Africa has been increasing as the region’s
population grows and more people are becoming more conscious of the health benefits of seafood

Kenya, Tanzania and Uganda, the three countries sharing Lake Victoria and which are members
of the regional East African Community (EAC), a regional economic community, are focusing
more on increasing aquaculture investments as a source of seafood to meet growing fish demand.
Also, the fact that fresh seafood is difficult to acquire and cook has generated more and more
demand for processed or cooked seafood.
A forecast below made by ecommerce website www.statistica.com showed the sea food market
value in the year 2022,as well as forecasted figures for the year 2023 to 2027.From the below
illustration, The global seafood market reached a value of over 257 billion U.S. dollars in 2022,
and is projected to reach to about 350 billion dollars by 2027.
Insert stats figure*

The above statistics illustrates that the ever increasing demand for sea food makes
it a lucrative venture which if well exploited and executed; can generate good
revenues.
OUR MISSION AND VISION

Our Mission
Our mission is to supply only the strongest, healthiest and best quality live seafood and Live
Tropical marine Fish to international markets.

Our goal is to help our clients grow their business, by leveraging on our strong reputation and
extensive network of suppliers and partners. We are also interested in establishing working
relationships with new seafood supplier. As one of the key Exporter and Local wholesaler in
Kenya and East African Region, we are constantly sourcing different kinds of seafood and
Marine Fish.

The impact of our company’s expansion has seen us open new collection stations with
standardized live seafood and Fish holding facility. Our effort is to improve the quality and
increase productivity of our products to meet customers’ satisfaction.

Our Vision
 Our vision is to become our clients’ primary working partners diverting their sources to our
stations to have a share of our catch of the day for the satisfaction of their clients.
SWOT ANALYSIS
Strengths
 Good Returns on Capital Expenditure: Mamel Seafood Limited is relatively successful at
execution of new projects and generated good returns on capital expenditure by building
new revenue streams.
 Highly skilled workforce through successful training and learning programs. Mamel
Seafood Limited is investing huge resources in training and development of its
employees resulting in a workforce that is not only highly skilled but also motivated to
achieve more.
 Strong dealer community: It has built a culture among distributor & dealers in Kenya and
beyond where the dealers not only promote company’s products but also invest in
training the sales team to explain to the customer how he/she can extract the maximum
benefits out of the products.
 Strategic location: Mamel Seafood & Fish Facility is strategically located next to the sea
and near the Airport which ensures hustle-free handling and transportation of our Seafood
and Fish for export
 Superb Performance in New Markets – Mamel Seafood Limited has built expertise at
entering new markets and making success of them. The expansion has helped the
organization to build new revenue stream and diversify the economic cycle risk in the
markets it operates in.
 Strong distribution network – Over the years Mamel Seafood Limited has built a reliable
distribution network that can reach majority of its potential market both locally,
regionally and abroad.

Weaknesses
 Weakness are the areas where Mamel Seafood Limited can improve upon. Strategy is
about making choices and weakness are the areas where an organization can improve
using SWOT analysis and build on its competitive advantage and strategic positioning.
 The marketing of our products leaves a lot to be desired. Even though our sea food and
products have a huge market potential success in terms of sale, our positioning and
 unique selling proposition is not clearly defined which can lead to the attacks in this
segment from the competitors.
 Need more investment in new technologies. Given the scale of expansion and different
geographies the company is planning to expand into, Mamel Seafood Limited needs to
put more money in technology to integrate the processes across board.
 Organization structure is only compatible with present business model thus limiting
expansion in adjacent product segments.
 There are gaps in the product range sold by the company. This lack of choice can give a
new competitor a foothold in the market.
 The company has not being able to tackle the challenges present by the new entrants in
the segment and is at risk of losing small market share in the niche categories. Mamel
Seafood Limited has to build internal feedback mechanism directly from sales team on
ground to counter these challenges.

Opportunities
 Opening up of new markets because of Kenyan government agreements with other
nations – the adoption of new technology standard and government free trade agreements
has provided Mamel Seafood Limited an opportunity to enter a new emerging market.
 Decreasing cost of transportation because of lower shipping prices can also bring down
the cost of Mamel Seafood Limited products thus providing an opportunity to the
company - either to boost its profitability or pass on the benefits to the customers to gain
market share.
 New environmental policies – The new opportunities will create a level playing field for
all the players in the industry. It represent a great opportunity for Mamel Seafood Limited
to drive home its advantage in new technology and gain market share in the new product
category.
 The sea food market development will lead to dilution of competitor’s advantage and
enable Mamel Seafood Limited to increase its competitiveness compare to the other
competitors.
Threats
 Intense competition – Stable profitability has increased the number of players in the
industry over last two years which has put downward pressure on not only profitability
but also on overall sales.
 Secondly the supply of new sea food products may not be regular thus leading to high
and low swings in the sales number over period of time.
 The demand of premium highly profitable products may be seasonal in nature and any
unlikely event during the peak season may impact the profitability of the company in
short to medium term.
 Growing strengths of local distributors also presents a threat in some markets as the
competition is paying higher margins to the local distributors.
 New technologies developed by competitors or market disruptor could be a serious threat
to the industry in medium to long term future.
 The company can face lawsuits in various markets given - different laws and continuous
fluctuations regarding product standards in those markets.
 Imitation of the counterfeit and low quality sea foods product is also a threat to Mamel
Seafood Limited product especially in the emerging markets and low income markets.

MARKET ANALYSIS
Kenyan consumer expenditures for sea foods and fish food rose during the end of the year 2020
following the growing healthy eating culture where quite a number of people especially in
Kenya’s major urban centers have developed interest in sea foods. The increasing number of new
establishments selling sea food and fish has shown a significant growth in this sector. Generally
Food spending is around 56% of total consumer expenditures in Kenya and this presents a good
market share as the sea food industry continues to grow.
A quick analysis of the sea food industry reveals a rise in the segment evident by the amount of
exports Kenya has managed in the past 5 years. Kenya's earnings from seafood exports increased
by more than 60 percent in 2022.
Two reports released in May 2023 by the country's National Bureau of Statistics (KNBS) and
the Central Bank of Kenya (CBK) indicate the country's export earnings jumped to KES 5.6
billion (USD 40.5 million, EUR 37.5 million) in 2022 compared to KES 3.4 billion (USD 24.6
million, EUR 22.7 million) in 2022 as market prices appreciated. The per-kilo average price
attained increased to KES 412 (USD 3.00, EUR 2.80) from KES 316 (USD 2.30, EUR 2.10) in
2021.
Kenya's export volumes of fish and fish products for 2022 also increased by more than 25
percent, reaching 13,624 metric tons (MT), up from 10,875 MT in 2021.
The increase was mainly due to a reported surge in fish landings on the back
of more government investments in infrastructure at several inland and marine fishery sites, as
well as an uptick in aquaculture production.

COMPETITIVE ANALYSIS
Mamel Seafood Limited is coming up with several competitive aspects the first of which is the
quality of our sea food, fish and dry food. All our products will be absolutely fresh and healthy.
Secondly, our product portfolio is vast than that of our competitors. We have a strong
distribution network and access to variety of supplies in the international markets that our
competitors aren’t privileged to have.
Thirdly, Mamel Seafood’s & Fish Facility is strategically located next to the sea and near the
Airport which ensures hustle-free handling and transportation of our Seafood and Fish for export.
This gives us a greater advantage over our competitors.

MARKETING PLAN
Overview
The success of Mamel Seafood Limited will be achieved by pro, providing friendly service and
employing an aggressive marketing plan to build customer/client traffic. Today’s market requires
more than just good food and service to make a restaurant successful. At Mamel Seafood
Limited we will constantly strive to enthusiastically win more customers by being proactive
rather than reactive in our marketing efforts. Management will endeavor to create and maintain a
positive, appealing image for the business. This image will be consistently portrayed throughout
all marketing channels and sales promotions. The following exemplifies some of the tactics we
will use to drive more sales for our sea food business:

Customer database
Mamel Seafood Limited will aggressively seek to build a database of our clients. The database
will be gathered and maintained on a system yet to be decided. Mamel Seafood Limited will
respect our guest privacy by confidentially protecting personal information we collect through
our business transactions.
We anticipate capitalizing on our customer database by instituting an effective email marketing
strategy. We will give our customer the option to receive email communications from our
business. Customer’s privacy will be protected and we will not email our customers without their
permission. Our email marketing strategy will include an awareness not to inundate our clients
with email. Promotional content will be developed with the goal of enticement versus quantity.
The program should incorporate tools to measure effectiveness and customer satisfaction.
Mamel Sea foods direct Email Marketing
Mamel Seafood Limited will further take advantage of our customer database by also
implementing a consistent direct mail strategy. This strategy will include promotions such as
sending a birthday card/message to our individual clients/sales representative. \
Business Relationships/Client relationship management
Our concept at Mamel Seafood Limited seeks to obtain favorable benefits from strategic
business relationships. Our appeal as a largely sized sea food and dry foods supplier will likely
position as the go to Sea food supplier in Kenya and beyond. The general manager will actively
pursue business relationships that will be beneficial to both Mamel Seafood Limited and all its
clients and partners.

Good Public Relations

The general manager will be entrusted with the task of generating positive PR for Mamel
Seafood’s limited. Likely solutions for advancing the businesses’ public image may include the
hiring of a public relations consultant or firm as deemed necessary by the general manager.
Possible publicity opportunities include the promotion of charitable events, press releases and
columnist reviews. Special attention will be given to connect our community and charity
involvement with PR opportunities.
Advertising and Promotions management
The business seeks to adopt a moderate advertising strategy. We will incorporate the use of
direct marketing to our target clients using our sales reps to market our products. Radio ads, TV
ads and print ads will also be used by our company when need be and in line with the set
budgets. Blue Fish Grill does not anticipate using traditional methods of advertising.
Management prefers direct marketing over the use on traditional advertising
Strong web presence
In the digital age, building and maintaining a strong online presence is an essential part of
marketing in the information age. Whether you have a service-based business with digital goods
or a brick-and-mortar store where you sell physical items, having a strong online presence is no
longer optional for success: it’s mandatory. At Mamel seafood limited, we seek to enhance our
online presence to actively market our products through our website and all available social
media channels such as Facebook, twitter, LinkedIn and Instagram.
Since we have a wide range of sea foods products in our portfolio, we believe that having a huge
online presence for Mamel seafood will give us an ease of showcasing all the products that we
have and the price ranges and availability.

OPERATIONS PLAN
Overview
Mamel seafood limited Management has established sound operating guidelines by which to conduct
the day to day operations. Policies, systems and procedures will be adopted and documented using the
combined resources of the management team..

Staffing
Mamel seafood limited is expected to employ from 40 to 50 employees. Our Management has adopted
an effective interview process designed to staff the business with highly qualified individuals for each
position. Each applicant will be rated and evaluated according to a pre-defined set of standards adopted
for each position. Background checks will be utilized for designated positions. Recruiting efforts will
center on referrals and the direct recruiting efforts of the general manager. Expected staffing levels for
both full and part time positions for Mamel seafood limited are shown in the following table:

Training
A thorough training program will be adopted for every position at Mamel Seafood’s Limited. Highly
qualified people filling those positions will be provided training materials and personal instruction. They
will learn the Mamel seafood limited of how to operate a successful sea food supplies business. Newly
hired personnel will be instructed in customer service, and health laws in addition to the job functions of
their respective positions. Training manuals for each position will be edited to reflect the unique
requirements of Mamel seafood limited

Customer Service
Customer service is the core to any successful business and at Mamel seafood limited it will be given
special emphasis throughout our operations. It will be our goal to provide products in a manner that
exemplifies highly responsive and proactive customer service. Training programs will include specific
material to teach our employees about service attitudes, customer perception and how to deal with
guest complaints. Management will conduct periodic staff meetings intended to review policy, increase
guest satisfaction and to keep a general line of communication between staff and management. All
guest complaints will be empathetically acknowledged by the staff and immediately referred to
management. Programs will be in place to systematically deal with various types of clients/customer

complaints. Suppliers
Management will establish relationships with qualified suppliers (vendors) that can provide reasonably
priced product, delivered according to the schedule that benefits the restaurant. Alternate suppliers will
be identified for use if the regular supplier cannot deliver the products needed. The following table
illustrates the suppliers we plan on doing business with:

FINANCIAL PLAN
The last step before we start our sea food business is to make a financial plan. Our financial plan
must include all the details of investments, monthly expenses, expected profits, possible losses
and strategies to maximize profit and minimize possible losses.

Important assumptions
General Assumptions      

Year 1 Year 2 Year 3

Plan Month 1 2 3

Current Interest Rate 8.02% 8.65% 9.40%

Long-term Interest Rate 8.30% 8.70% 9.20%

Tax Rate 30.30% 30.70% 32.10%

Other 0 0 0

Projected profit and loss statement

Pro Forma Profit And Loss      

Year 1 Year 2 Year 3

Sales 42,576,000 50,679,098 55,987,234

Direct Cost of Sales 29,000,005 34,500,976 39,896,000

Other 0 0 0

TOTAL COST OF SALES 29,000,005 34,500,976 34,500,976

Gross Margin 36,675,995 39,345,899 42,895,321

Gross Margin % 37.33% 40.83% 43.00%

Expenses

Payroll 8,000,897 9,100,789 9,089,567

Sales and Marketing and 2,670,000 3,469,980 3,500,000

Other Expenses

Depreciation 800,789 890,000 950,000

Leased Equipment 0 0 0

Utilities 500,879 600,101 750,000

Insurance 250,000 260,000 260,000

Rent 1,500,000 1,500.580 1,710,000

Payroll Taxes 670,000 670,000 700,000

Other 0 0 0

Total Operating Expenses 14,392,565 15,900,780 17,767,000

Profit Before Interest and 22,283,430 25,780,890 29,675,456

Taxes

EBITDA 22,283,430 25,780,890 29,675,456

Interest Expense 0 0 0

Taxes Incurred 7,000,850 8,000,523 7,906,456

Net Profit 15,282,580 18,456,834 21,890,566

Net Profit/Sales 22.03% 24.82% 27.47%

Yearly profit
Gross margin yearly

Pro Forma Balance Sheet      

Assets Year 1 Year 2 Year 3

Current Assets

Cash 10,000,678 13,567,000 19,900,450

Accounts Receivable 1,800,769 2,096,765 2,256,000

Inventory 2,996,653 3,190,000 3,564,000

Other Current Assets 3,000,000 3,000,000 3,000,000

TOTAL CURRENT ASSETS 20,789,510 22,567,124 24,900,100

Long-term Assets

Long-term Assets 2,000,000 2,000,000 2,000,000

Accumulated Depreciation 567,789 600,456 800,567

TOTAL LONG-TERM ASSETS 2,567,786 2,678,900 2,800,567

TOTAL ASSETS 3,000,656 3,267,212 3,678,001

Liabilities and Capital Year 4 Year 5 Year 6

Current Liabilities

Accounts Payable 1,500,786 2,890,563 3,500,678

Current Borrowing 0 0 0

Other Current Liabilities 0 0 0

SUBTOTAL CURRENT 1,710,899 1,870,000 2,300,000

LIABILITIES

Long-term Liabilities 0 0 0

TOTAL LIABILITIES 2,000,678 2,233,564 2,600,087

Paid-in Capital 12,000,899 13,890,000 12,000,899

Retained Earnings 10,890,000 11,000,050 12,001,567

Earnings 22,890,000 24,050,000 24,890,000

TOTAL CAPITAL 86,456,000 90,678,000 95,234,120

TOTAL LIABILITIES AND 35,908,000 36,240,150 38,907,560

CAPITAL

Net Worth 50,548,000 54,437,850 56,326,560