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Context Memo
My chosen genre is a Business pitch presentation to a board ofinvestors or Venture Capitalists. Pitches are used to persuadeinvestors and venture capitalists to invest in a business idea ora start up. Pitches like this are meant to summarize a business
plan and what it entails and are normally done with a speaker-normally the founder of the business.
Business Pitches mainly focus on the logos or logical appeal asthe speaker presents facts, figures and data that a meant toincentivize their audience and persuade them to make a decisionto invest in the business. I chose this genre because of passionfor entrepreneurship and also as a way to sharpen mypresentations skills to prepare myself for the entrepreneurialworld.
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KAAN GHANA LIMITED
KAAN Ghana Ltd. Business PitchPrepared July 2013
Prepared by: Aminu Yunusah Jr.Northeastern University 14
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KAAN Ghana Limited
KAAN Ghana Ltd will be a limitedliability manufacturing company,
producing high quality and low costbamboo products like toothpicks andskewers. Established and based in AccraGhana, KAAN Ghana Ltd will be the only
company in Ghana to manufacture andsell toothpicks and skewers.
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KAAN Ghana Limited
KAAN Ghana is founded by two youngprofessionals. Aminu Ben Yunusah Jr. andNana Gyamfi. Aminu is a rising seniorfrom Northeastern University with a
Bachelor of Science in BusinessAdministration 14 with a concentrationin Finance and Marketing. Nana is a
graduate from University of Ghana,Legon 13 with a Bachelor of Science
inBusinessAdministration
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Management Team
The initial management team consists ofAminu Ben Yunusah CEO and Nana
Gyamfi as COO.
Aminu heads sales and strategy for thebusiness, in close consultation with NanaGyamfi who manages the operations of
the company and human resources(hiring and training).
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What we sell
KAAN Ghana Ltd will manufacture high qualitytoothpicks and skewers at low costs.
Toothpick is a small stick of wood , plastic ,bamboo or other substance used to remove
detritus from the teeth usually after a meal.
Skewer is a long piece of wood or metal usedfor holding pieces of food, typically meat,together mainly during grilling or roasting of
meats and vegetables.
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What we sell
Toothpick Skewer
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What we sell
All products will be made from the sameand only raw material which is bamboo.
Bamboo is a grass plant with hard hollowstem. They are the largest members of thegrass family and are mainly found in thetropical region. Bamboos are some of thefastest growing plants in the world and
they are of economic and culturalsignificance as a food source, buildingmaterial and a versatile raw product.
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Who we Sell to
KAAN Ghana Ltd will focus on two different targetsegments as our customers: Wholesalers andretailers of toothpicks and skewers. In the
Ghanaian market both retailers and wholesalers
import different quantities of toothpicks andskewers each year.
In the long run, KAAN Ghana Ltd aims at sellingtheir products to wholesalers and retailers in someneighboring countries of Ghana. By exporting ourproducts to other African countries, we will expand
our customer base and profitability.
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Mission StatementKAAN Ghana Ltd seeks to manufacture
high quality bamboo products atextremely low costs and become theforemost and leading manufacturer of
bamboo products in Africa.
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Competitors When measuring head-to-head, direct
competitors, KAAN Ghana Ltd has a no directcompetitors currently since we will be the
only company to manufacture bambootoothpicks and skewers in Ghana. However we will still have to compete
significantly with the importers and retailersof these various products. Toothpicks and
skewers are imported from Asian countriessuch as China and Thailand whichmanufacture these products on a large scale
and at extremely low costs.
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Future Products and ServicesIn a year, KAAN Ghana Ltd plans to export
it's products to Ghana's neighboringcountries. The production capacity will be
increased in order to meet the demand forexports . The management team willobserve sales and demandpatternsto
determine the amount of additional goodsto be produced and with an additional
$5,000 investment in machinery , KAANGhana Ltd will have the ability to doubleit's production capacity.
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Market Needs
Our customers import mainly from Asian countries likeChina and Thailand. These countries produce in extremelylarge amounts and at very low costs and this method of
production is what KAAN Ghana Ltd will adapt.
We believe that by producing high quality products andselling them at lower prices than that of Asian countries,we will be able to build their customer base and in thelong run be the main and sole manufacturer and supplierof bamboo products throughout the Ghanaian and West
African economies.
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Target Market
KAAN Ghana Ltd will focus on two different targetsegments: Wholesalers and retailers. In the Ghanaianmarket both retailers and wholesalers import different
quantities of toothpicks and skewers each year .
Wholesalersare defined as businesses that sell goodsormerchandisetoretailers,
industrial,commercial,institutional, or otherprofessionalbusinessusers, or to other wholesalers and related
subordinated services. In general, it is the sale ofgoodstoanyone other than a standardconsumer.
Retailersarebusinessesthatsell of goods and servicesfrom individuals or businesses to the end-user.
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Target Market
David OseiMale35 years oldGhanaian
Shop Owner
Meet David, a 35 year old grocery store owner in the city ofAccra, Ghana. David sells a variety of groceries in his store, fromMilk and eggs to rice and even some fruits and vegetables. David
also sells toothpicks and skewers. David major problem withtoothpicks are his suppliers. They are one of my hottestcommodities. I can sell over 200 packs of toothpicks and maybe100 packs of skewers each week. However my suppliers areunreliable and the prices of these products keep going up!
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Target Market
Carl AppiahMale48 years oldGhanaian
Wholesaler
Meet Carl, processing a transaction for a customer. Carl is a 48year old wholesaler in Tema, Accra, Ghana. Carl imports and breaksdown large quantities of commodities and sells them to localretailers and shop owners, and toothpicks and skewers are amongst
his commodities for sale. He imports most of his products from Asia.All my toothpicks and skewers come from China. It brings a lot ofcustomers for me and whenever my orders come , they dont lastmore than a week on my shelves. However the Chinese are killing uswith the prices these days , hence why I am not able to order asmuch as I used to. I dont even know why something as simple as atoothpick isnt manufactured and sold here in Ghana.
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Market Research
Survey Results from Accra, Kumasi and Takoradi per 1000homes : How many use toothpicks and skewers?
0
100
200
300
400
500
600
700
800900
1000
Accra Kumasi Takoradi
Toothpick
Skewer
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Market Research
Survey Results from Accra, Kumasi and Takoradi per 1000 homes:How packs of toothpicks does your household purchase eachmonth ?
0
100
200
300
400
500
600
Accra Kumasi Takoradi
1/Month
2/Month
3+/Month
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Market Research
0
50
100
150
200
250
300
350
400450
Accra Kumasi Takoradi
1/Month
2/Month
3+/Month
Survey Results from Accra, Kumasi and Takoradi per 1000homes: How packs of skewers does your household purchaseeach month ?
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Long Run
In the long run we are looking toexport our products to Ghana's
neighboringWest African countries.Countries like Cote d'Ivoire and Togo
also import toothpicks and skewers fromAsia. By exporting to these countries,
KAAN Ghana Ltd will increase it'scustomer base as well as sales and
profitability
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Marketing Plan
Our marketing strategy is a simple one: satisfiedcustomers are our best marketing tool. The onlyway we believe we can satisfy our customers is
by producing high quality products at very lowprices. When a customer leaves our businesshappy, that is an indication of a fulfilled day.Our name and products will stand on its own. Wehave talked with some associates who are excited
about our plans and are anxious to begin workingwith us.
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PositioningKAAN Ghana Ltd wants to be known as a
high quality and low cost bambootoothpickandskewermanufacturingcompany. A pioneer in the manufacturing industryin the Ghanaian and soon, West Africaneconomies. KAAN Ghana Ltd wants it'scustomers to know that producing high
quality and affordable bamboo products istheir top priority and we will stop atnothing to make sure they achieve this.
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Pricing
Toothpick Skewer
32pcs/ Pack GHS 2.0 50pcs/Pack GHS 7
Our Competitors Pricing :
Toothpick Skewer
32pcs/ Pack GHS 1.40 50pcs/Pack GHS 4.0
OurPrices
By setting lower prices, wholesalers and retailers will find it moreprofitable to them to buy our productsratherthan importing
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Promotion
Promotion will be initially spearheaded by public relationsbecause of its low cost, and then through advertising once thecompany begins to increase cash flow to an acceptable figure.
Up to 10% discount on total orders will be offered to clientspurchasing in bulk and loyal customers.
Up to 5% discount for a limited period of time in order toestablish a customer base
Our website will also be used to market our products andcompanyand will provide any promotional information or offers
we have available at any given time We will use catalog pieces that will containthe description and
detailed information of our company and products Fliers willbe an effective way of informing clients and potential
customers about our different promotional offers
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Distribution
Our customers will mostly consist ofwholesalers and retailers and we will
sell to them directly. Wholesalers andretailers will place their orders with usdirectly, either in person or over the
phone. Themanagement team will alsotake on the roles as sales people andwill be inresponsibleforpersonalselling
to our clients.
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SWOT Analysis
Strengths The strengths of our business include the following: Clear vision of the market need.KAAN Ghana Ltd knows what it takes to manufacture
high quality bamboo products. We know the customers, we know the product, and weknow how to build the service that will bring the two together.
High Quality products Low manufacturing costs
Inexpensive final product Only Company in Ghana to manufacture and distribute toothpicks and skewers
Weaknesses As we build on our strengths, we need to also stay conscious of these areas of
weakness: The introduction of new organizational practices and personnel who have not previouslyworked together presents a challenge to the organization.
Just recently started building connections in the local market Personnel have little to no experience in management positions
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SWOT Analysis
Opportunities Governmentendorsementof locally manufactured products Internet potential for selling products to other markets Strategic alliances offering sources for referrals and jointmarketing activities to extend our reach
Threats Existing competition Continued price pressure due to competition
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Sales Forecast
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Budget
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Profit & Loss Statement
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Thank You!
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Questions?