Name: Gilbert Rocky Were
Reg. No: SCT221-0129/2017
Assignment: Innovation & Technology Transfer (Business Plan)
Mellow ice cream-flavored toothpaste is a new product that I want to introduce into the market. As the name suggests, it is a toothpaste brand which will consist of the following flavored toothpaste brands:
Blue berry
Rasp berry
Our aim is to offer these products at a competitive price to meet the demand of the middle-to higher-income local market area residents and particularly their kids.
This product will have a competitive advantage in the market because currently, only bubblegum flavored toothpaste is available for kids in the market.

The Company
Our company currently has no official premises. All our activities are currently being held at our home office in Nairobi, Kenya. So far we have only three unofficial employees who are:
Gilbert Rocky Were – Chief Operations Officer (COO)
Malory Simons – Chemical Engineer
Phillip Brooks – Marketing Expert
The company intends to hire an accountant who will be charged with the responsibility of handling the company’s financial books. We will also seek the services of a lawyer for legal advice on issues such as insurance and licenses.

The Market
The toothpaste market in Kenya is well-endowed with a variety of brands. The major brands in the market include:
Colgate (Have a leading market share of 59%)
Aquafresh (Our main competitor)
Aquafresh will be our main competitor as it also produces a product specifically made for kids – bubblegum flavored toothpaste. However, this product is not fancied by every kid in Kenya. This is why we decide to come up with more flavors of toothpaste.

Best services for writing your paper according to Trustpilot

Premium Partner
From $18.00 per page
4,8 / 5
Writers Experience
Recommended Service
From $13.90 per page
4,6 / 5
Writers Experience
From $20.00 per page
4,5 / 5
Writers Experience
* All Partners were chosen among 50+ writing services by our Customer Satisfaction Team

Market Penetration
For success of our business, we intend to do the following:
Practice competitive pricing
Providing the highest quality product
Promotions and offers
Advertising on social media platforms for wider customer outreach
Our company expects to raise Kshs. 250000 of its own capital, and to borrow Kshs. 150000 guaranteed by a plot of land I own as a 5 year loan. This will help provide the bulk of what we need for current financing considerations.
The Business Plan
I plan to market a complete line of ice cream flavored toothpaste of various flavors. The product line will be designed in my home office and manufactured and packaged at our factory.

Target Market and Customers
My customers will be mostly parents having small kids who want to be rid of the hustle of forcing their children to brush their teeth. We will be supplying to major supermarket store chains including Tuskys, Naivas, and Chandarana Food Plus, just to mention a few.

Growth Trends in This Business
The toothpaste market is quite dynamic and ever changing. Customer needs vary with taste and price preferences. Leading brands in Kenya supplying toothpaste include Aquafresh, Colgate (having the leading market share of 59%), and Pepsodent, just to mention a few. Penetration into the toothpaste market requires brand awareness and extensive advertisement which has helped Colgate be recommended to many friends and relatives – hence its lion’s share of the market.

In Kenya, the people are increasingly becoming aware of the importance of good oral health. International brands dominate the Kenya market for Oral care hence the need for more local brands to claim a share of the market. Local toothpaste brands have the potential of gaining trust from the country’s citizens as they would prefer to use a product of their own – as long as the product is of international standards.

Pricing Power
At first, I will not enjoy the pricing power in marketing mellow ice cream flavored toothpaste. Supermarkets and other retail shops will be primarily interested in the price. To beat competition, I plan to do the following:
Door to door sales where I offer free samples to increase brand awareness.

Advertise on YouTube and other social media platforms to enhance customer outreach.

Visit schools and speak to the pupils on the importance of oral care while explaining to them the benefits of using our product.

My ultimate goal is for my product to be always sold at a premium in order to encourage favorable perceptions among buyers. Mellow Ice-cream flavored toothpaste will have the following features:
Toothpaste with an Ice-cream flavor which tastes better than other brands.

Attractive packaging with a variety of colors which are pleasing to the eye (especially to encourage kids).

The Vision
I have a long term plan to be in business. The business relationships I will develop will help me achieve this this target. I expect to have links with vendors, supermarkets and manufacturing resources. I feel that my plans are realistic because in Kenya, the toothpaste brands that are available all have the same bitter taste which is sometimes not a pleasant experience apart from a select few. Mellow Ice cream-flavored toothpaste will have different flavors depending on the customer’s preference and will have a sweet taste. However, like all other toothpastes, mellow ice cream-flavored toothpaste will not be consumable.

There are special market conditions that are favorable for me to penetrate the toothpaste market at this time. These include:
Lack of enough toothpaste products designed specifically for kids.

High prevalent growth rate.

Government policies encouraging local brands.

Professional Background
Personal Background and Education Credentials
Academic Background
EMobilis Mobile Technology Institute –Mobile Software Development (Android Programming and Web Development) January 2017 to May 2017.

Currently pursuing a Bachelor of Science degree in Information Technology at Jomo Kenyatta University of agriculture and technology (September 2017 to date).

Currently enrolled in a Computer Information Communication Technologist (CICT) course at KASNEB (January 2018 to date).

Kenya Certificate of Secondary Education (KCSE) – 2016 – Mean Grade A- (minus)
Kenya certificate of primary education (KCPE) – 2012- Mean Grade A
I am also well conversant with the following computer packages:
Hobbies and Activities
In Secondary School I participated in the following activities:
Participated in a National Mathematics contest held in Alliance girl’s high school.

Participated in the Brookside Mathlete national mathematics contest on 25/6/2016 ; 02/07/2016.

Sub-county National Science congress.

I was also a school prefect.

My hobbies and interests are:
Playing Football
Watching movies
Writing program codes
Watching innovational videos
In addition to all my academic credentials, I consider myself to have the following special attributes:
Fluent communicator
Flexible and responsive
Team worker
Fast learner and ingenious problem solver
Remarkable patience.

Computer and Communication Tools
I plan to take full advantage of all the computer and communication tools available in the market so as to compete favorably. My budget for this equipment is as follows:
These computers will be used to receive orders from customers, upload featured product videos on YouTube, foster staff communication, just to mention a few uses.

Required: 10 HP Desktop Computers (Windows 10 OS; 4 GB RAM – 1 TB ROM)
Budget: Kshs. 25000 each (Wholesale Price) = Kshs. 250000
Communications Equipment
These will be used to deliver messages and product news to customers.

Required: – Professional Video Cameras (2)
Public Address (PA) system
Budget: Video cameras at Kshs. 15000 each = Kshs. 30000
PA system at Kshs. 30000
I will require an official business telephone line to handle customer requests. This will also be used to provide customer service for any clients with queries regarding the product. Each department will receive a telephone.

Required: Huawei Cordless Telephone (5)
Budget: Kshs. 4500 each = Kshs. 22500
Internet connection required for communication with customers, communication between staff ; inter-site communications.

Required: 15 Mbps Safaricom office internet (covers 50 devices)
Budget: Kshs. 14000 per month.

Business Organization
I plan for my business to have five departments initially i.e. Industrial Operations, Finance, Sales, marketing and Management departments.

Professional Consultants
I will seek the services of the following professional consultants, to help in setting up my business initially. This will ensure that my business is up to date with market standards. These professional advisors include a lawyer (for legal issues), an accountant (to handle finance issues), e-commerce consultant, architect (to develop premises), and a chemical engineer (to come up with the product formula).

As I start my business, I will be operating from my home office during the early phases of development. The finished products will be taken for storage at a rented store room near the home office. Once the business is established, I will require factory premises of approximately 5000 square meters with the following specifications:
Product line area (Manufacturing)
Two private offices for Executive Management with secretarial areas
Four open offices for the various departments
Packaging and Sales area
Our legal advisor will review any lease documents before they are signed.

Future growth plans include setting up a warehouse for large scale distribution.

Personally, I have basic knowledge in accounting. This will enable me to manage finances by myself as we plan to seek the services of certified public accountant to help manage our financial books.

For accounting, we will be using the QuickBooks software to manage our financial books and even payroll, for employees. Our accounting methods and standards will be subject to those approved by the Kenya Revenue Authority for businesses dealing in manufacturing and inventory.

Our accountant will help set up records for payment of taxes.

Taxes: Taxes will be paid in the appropriate time frames.

Bank account reconciliation: This will be done on a monthly basis so as to ensure that we have enough data on assets, liabilities and equity.

Cash flow
Internal controls: With the help of our accountant, we will set up proper controls for handling funds in the business including inventory policy. This will ensure that no money is syphoned out of the business through mischievous dealings.

Inventory policy: An employee will be dedicated to be in charge of releasing goods and another one for requesting supply. This will enhance sanity in the sales and marketing departments as only authorized personnel can control inventory.

SECTION SEVEN: FINANCINGTo set up the business, I will require the following start-up capital:
Communications expenses – as stipulated in section four above.

Overhead expenses – supplies to manufacture the product.

Travel expenses – for distribution purposes. I would like to purchase four delivery trucks for distribution purposes (Each truck is estimated to be worth Kshs. 2.5 million)
Trucks10 million Kenya Shillings
Payroll expenses – To pay our employees for initial startup.

Truck driver(s)Kshs. 20000 per month
Chemical EngineerKshs. 50000 per month
AccountantKshs. 35000 per month
Sales agent(s)Kshs. 10000 per month (commission on every sale)
Electricity expenses – Kshs. 15000 per month
Store expenses – For storing the finished products prior to distribution.

Kshs. 10000
To reduce on costs, I will consider leasing of equipment and fixtures, credit from suppliers
My sources of financing for starting up my business will include: bank loans, potential lenders including friends, relatives.

Marketing Strategy
Initially, I plan on door to door sales plan. This will involve our sales team identifying a potential residential area where they will look for potential clients and sale our products.

In addition to door to door strategy, we will be holding promotional concerts where we will invite up and coming artists for shows. During these concerts, we will set up stands for selling our product at a discounted fee.

Another marketing strategy we will use is to sit down with leading supermarket brands so as to agree terms on how we can sell them a bulk of our products (at a discounted price). This will help us establish brand awareness and reach more customers.

Advertising ; Promotional plans
Initially, advertisement and promotion will be done at a personal level using social media platforms including Instagram, YouTube and Twitter. Our social media accountant will be managed by well vibrant youth who can promote our product to our main target market, the kids.

Once the business is well established, we will consider paid advertising. We will be using YouTube ad services as well as billboards and TV commercials for wider customer outreach.

I plan to build and register a website for my business under the domain name: This will help us reach more customers over the internet. The website will include the following pages and features:
Home page. Brief description about the company, our location and the company vision and plan.

Products page. Here, customers will be able to place orders online and pay for them on delivery.

News and Events page. Featured here are the business activities and product offers (including discounts and other offers)
Contact us page. Customer can be able to get our contact details here.

Staff page. This will include all our staff so that our customers can know who they are dealing with.

With the e-commerce website, our customers will be able to order merchandise online.

The budget for design, implementation and startup of the e-commerce website will be completely free as I am well conversant in web design and development. However, the estimated hosting costs will be at Kshs. 5000 per year.
The site will be constantly improved so as to keep up to date with emerging market trends and also compete favorably.

My principal competitor is Aquafresh. They have a brand of bubble gum flavored toothpaste which is specifically made for kids. I plan to overcome their leadership by coming up with better designs and very attractive packaging. In addition to that, I plan to price my product very competitively so as to ensure that more clients are attracted.



I will never forget this year’s winter holidays. At first, I thought these holidays would be very boring but these holidays made me learn something. My winter holidays started from 24 of December. I woke up early and offered prayer. Usually I goes back to bed and sleeps again for about an hour before going to university but on that day, I drew my curtains and I opened the window. I will never forget that moment. It was so cold and I gazed at the reverse of darkness. I felt a cold breeze played upon my cheeks that filled me with delight and gave a foretaste of those icy climes. The cold wind played with my hair as the rising sun was greeting me. I didn’t notice that I was gazing at the sky for about an hour. I shut the window and went downstairs. My grandmother was sitting on a sofa in front of fireplace. I also sat on sofa and started talking to her. The fireplace lent coziness to the room. She was still feeling cold so, she hugged me. Tears gathered in my eyes and at that time I was thinking that I never wanted these holidays to end If I am going to get these warm long hugs.

Next day I was invited by my neighbor Christian friend in her Christmas party. I was really excited because I haven’t seen such a party before. I wore a red dress and I went to her house at night. The eyes of the newcomer were the color of their Christmas trees. She hanged pine branches from the ceiling in the corner of her room and those branches were dressed up with mini battery- operated Christmas lights, tinsel, and ornaments. Her room was looking more festive because of the scented candles. Jingle bells were slung over doorknobs. Her father was dressed up like a Santa clause and he gave us gifts. He gave me a snow globe. We played games and took a lot of pictures. I had a great fun there.
Next day I was sitting on a sofa with my grandmother. The only thing I planned to do in this vacation was to learn knitting from her. She taught me to knit a scarf. I was knitting a scarf and then I noticed her speed of knitting is much faster than mine. She had a smile on her face. I stopped for a while and took a cup of coffee. In front of a fireplace taking sips of coffee slowly in a cold weather and looking her knitting a scarf with joy was also one of the best moments of my vacations. She made It so quickly and wrapped it around my neck. We were giggling over coffee when my mother walked in and said me to do preparations for tonight, Barbecue plan. I ate food, dressed up and at night I arranged the chairs in a circle and in the center my father spreaded a chimney full of lit coals evenly over charcoal grates. When guest arrived, everybody sat on chairs. My mother placed the chicken breasts coated with olive oil on the hot side of the grill. When grill marks appeared, she lifted it up and served the guests. I put on some music. The hot food was delighting us in a cold weather. After eating food my uncle told us very funny jokes. We sang songs and at last we ate oranges. One of the reasons I love winters is because of my love for oranges.

Best services for writing your paper according to Trustpilot

Premium Partner
From $18.00 per page
4,8 / 5
Writers Experience
Recommended Service
From $13.90 per page
4,6 / 5
Writers Experience
From $20.00 per page
4,5 / 5
Writers Experience
* All Partners were chosen among 50+ writing services by our Customer Satisfaction Team

Next night my neighbor friend came and we spend a really good time. We lifted the blankets and crawled into bed. We watched the movie ” The Black Hole” and the time spent very well by eating hot cheesy popcorns.

Next few days I spent my holidays in my room wearing a wool cap that my grandmother knitted for me and reading a book ” The Foundations of Astronomy”. Reading your favorite book and sipping hot tea in a cold weather gives you the best feelings. Each line of the book was satisfying my mind and each sip of tea was relaxing my soul.

Next day was the last day of my vacations so I finished my homework. I was bit tired and then my father walked in with a packet of peanuts, alomonds and prunes. I ate them with my father and told him how curious I am to know the deepest secrets of our universe. Meanwhile, we heard the sound of fireworks and I was filled with joy with the feeling that new year has started . I enjoyed every bit of my vacations. I loved the cold grey winter days and one think I learned from this vacation is that we should enjoy the little things in life either it is gazing the reverse of darkness or enjoying every sip of hot tea in a cold weather. The cold breeze of this winter refreshed my soul and I loved these winter vacations.