In order to establish a successful business, it is important to develop a comprehensive strategic plan which is the basic blueprint for the actualisation of a business plan. Reflectively, the strategic plan is inclusive of the SWOT of the business environment, penetration strategies, and success measurement parameters at micro and macro business environment. This strategic plan is for the proposed New Age Recyclers located in the UAE within the region of Abu Shagara, Sharjah. The business intends to enter into the waste management business and will offer different services such as waste collection, recycling, and market waste consumables.
The mission of the business is to provide the most cost effective and reliable waste management services within the targeted region and beyond. The business will serve customers from high, medium and low economic ends since waste management services are used across all classes. The waster management services will be the most affordable within the Abu Shagara region. At present, the waste management service industry within the targeted region is relatively non competitive since there are very companies offering these services. The firm will also employ highly proficient personnel to offer the various services to customers.
Since the business targets to introduce unique market waste consumables, it will not face much competition since most of the other similar ventures in the region that do not have this service option. Thus, the New Age Recyclers is projected to penetrate this market within very minimal resistance. The business is likely to breakeven within six months since the unique services will form part of its competitive advantage.
Studies in the UAE show that up to 20% of the wastes are not properly managed and instances of recycling such wastes have not been very effective. The rates are expected to keep rising owing to the modern lifestyles of most of the citizens, especially with the surge in use of plastic materials. This is compounded by the fact that there are no specifically designed recycling plants for these types of wastes. The proposed recycling plant will incorporate the special considerations towards addressing the above challenge.
Hence, the business idea is likely to cure this problem by providing sustainable waste management service. In the dynamic waste management sector in Sharjah, there is need for a flexible, sustainable, and affordable waste management venture. Currently, the businesses dealing in waste management are not practicing sustainable waste management and prefer the landfill approach in garbage disposal.
The proposed waste management venture will offer feasible alternative to landfills since the collected waste will be recycled. Besides, the New Age Recyclers will strive to turn any collected waste into raw material for organic manure, paper recycling, plastic recycling, and metal remolding. This means that the business will facilitate the meeting of the demand in organic soil enhancers. Since the entire platform of the business is complete recycling of all wastes, the proposed New Age Recyclers will address the current challenges of government-owned recycling plants especially in terms of capacity and sustainability.
The demand for the proposed New Age Recyclers is high since almost 20% of the wastes are not properly managed because the government recyclers do not have the capacity for sustainable waste management. The New Age Recyclers will offer the latest and most sophisticated waste recycling equipment that may improve on the approach to sustainable waste management. Detailed analysis of the market and secondary data were collected in addition to financial projections to give an indication of how the business will be successful.
The opportunity is capital intensive. However, once the New Age Recyclers breakeven in three years, the forecasted financial performance shows a very healthy margin in addition to a steady and predictable income.
The methodology used to assess opportunity for the New Age Recyclers is the Five Dimensions Opportunity Model (FDOM) (Hiam 2014, p. 38) summarized in the table below.
|Investment of capital and resources||Low to high (0-20)|
|Risk degree||Predictable to uncertain (0-20)|
|Return on investment||Low to high (0-20)|
|Impact of change||Low to high (0-20)|
|Time span||Short to long (0-20)|
The business will have a specified range of modern recycling plants. The business will require the highest start up cost estimated to stand at AED 2,080,000. One element that allows risks to be minimized in a business is the proportion of the investment realized through the sale of tangible assets. It is estimated that 40% of the investment can be recouped through resale of equipment if the business fails to pick up. The first year is the only period when the business should expect losses; this is mainly due to the high initial cost of buying and shipping the equipment.
Thereafter, the expected margin loss will be around negative 76%. The business will use new technology that is unavailable in the country and specifically designed for human waste recycling. The business has a renewable life cycle and will produce returns indefinitely if successful implemented. Moreover, in relation to opportunity creation, the business will try to expand into other markets.
The proposed New Age Recyclers is likely to penetrate the market and established a sustainable business model because it targets human waste that is abundant. The market remains open to any venture since human waste is piling up each year. Since most of the garbage collection is done by the state agencies, there is unlimited opportunity for the New Age Recyclers to negotiate for a working partnership to improve on the efficiency in operation and cost cutting. Through such partnerships, the New Age Recyclers will be in a position to reduce the impact of competition since it will widen the market network and physical presence (Bowden 2013, p. 68).
The green business approach that the New Age Recyclers will adopt will auger well the customers and increase the chances of market acceptance or customer loyalty in the short and long-run. For instance, the current organic green movement in the Middle East is likely to endorse this business because of its sustainability approach and complete recycling of human waste. Such endorsement might help the venture to overcome possible stigma on human waste fertilizers. Besides, the New Age Recyclers is expected to enjoy a series of federal and state subsidies due to its green status and innovativeness towards human waste recycling. In addition, the healthy business environment is a guarantee for survival and profitability of the New Age Recyclers venture.
The ownership of the company is based on the partnership model consisting of the founder and two partners. Since the founder has 70% stake in the business, it would be easy to influence major decisions and actions that might promote faster business growth in the targeted market. Besides, the partnership model will make it easy to raise the start up cost that is estimated at AED2,080,000. This saves the founder the headache of having to raise this capital alone.
Basically, the high startup cost is associated with the initial capital outlay for modern recycling plant (Hiam 2014, p. 23). However, this is a one-time cost and an eventual asset to the company. In addition, being a privately owned business, the owners of the New Age Recyclers will have will control of all processes with minimal interference from state agencies or other interested parties. Besides, its current location is viable for the next 25 years, thus, stability in terms of physical presence. In addition, the business will have longer time in tapping into opportunity of exhausting landfills.
The New Age Recyclers intends to widen its market niche by opening more than in at least seven regions to gain from economies of scale. As a legal requirement, companies in the UAE are expected by the regulatory authorities to be tax compliant. The taxes are remitted directly to the government of Abu Dhabi. In the UAE laws on commerce, certificate of compliance to taxes are issued to businesses that remit their returns accurately form which taxes are deducted (Mariotti & Glackin 2015, p. 19).
The proposed company complies with the above laws. This will create an easy environment for its introduction and marketing. It is difficult for any aspiring waste recycling company to enter into the industry in the UAE market and manage to breakeven easily. Given its unique product, reliable customer base, and a stable market niche, the New Age Recyclers has the capacity to offer the element of affordability to its customers, especially through the organic human waste fertilizer.
The company is well positioned to survive in the competitive market through gaining from economies of scale and competitive price tags for this product (Kotler & Keller 2013, p. 68). The balanced scorecard for the competitive advantages for the business is summarised in table 1 below.
|Internal Process||Effectiveness of the strategies of the business in the market||The price charged||Average of $50 per service|
|The customer responses to services provided||The time that elapses before customers respond||Within one day of business encounter|
|Customer||The acquisition of customers||The number of new customers||An average of 100 customers per day|
|Retention of customers||The frequency of same customers||Five out of each 15 new|
|Accomplishment of pre-set goals and objectives||Surpassing the revenue target||Monitor quarterly|
|Financial||Initial funding||The proportion of financing sources||Debt to Equity financing ratio of 3:2, because debt financing is the best option.|
|Revenue growth||The percentage sales growth||Growth rate of 5% each year|
|Cash flow/profitability||Percent of income from operations||10% growth each year|
|Learning and growth||Business self improvement||Areas that require monitoring||Internal inspection two times per day. External inspection one time per week.|
|Skilled employees||Number of staff with prior recycling experience||Training complete within two weeks of hire date. Refresher training bi-monthly.|
|Development of e-marketing||The number of new online customer inquiries.||25 customers per day|
Sales and Marketing
In order to penetrate the market, the New Age Recyclers intends to employ series of sales and marketing strategies. Among the proposed approaches to effective marketing and sales include tangible propositions to consumers and municipalities, competitive advantage facilitation, public awareness through advertisements, strategic business alliances, marketing and expert education, and expansion of production capacity through hiring of more experts. These aspects are discussed below:
The marketing goal will be to acquire an average of 100 clients per week for the first 12 months. With a typically well organized commodity pool, this business is geared to quickly increase its market share since the beneficial interests can distributed across the commodity users. This strategy will facilitate the restructuring effective sales and public awareness to develop product knowledge. One of the product strategies that the business will utilize is to make sure that it attributes the recycling services to convenience and affordability (Mariotti & Glackin 2015, p. 17).
The business will charge lower price for the organic fertilizer as a strategy to attract consumers within the second quarter of the first years of operation. The business aims to expand its customer base to regions outside the Sharjah by recruiting three sales persons who will double up as pick and delivery service providers, for special orders where the vehicles cannot reach, within the first six months of operation.
The New Age Recyclers intends to roll out a new production plant each year within the next three years after capturing the Sharjah market. When the plan is successful, the business will purchase more vehicles and roll out other plants in the regions surrounding the targeted market. The business intends to franchise its operations to remote areas within the Sharjah region in the next three years. If well merged with appropriate market mix, the strategy will secure a continuous quantitative increase of the market by constantly maintaining relatively fare prices of the services it is offering as well as the maintenance of up to per competition levels from other competitors.
The majority of the potential competitors rely on local customers. The New Age Recyclers business will have an advantage since it will create consumer awareness through its promotions and advertisements (Kotler & Keller 2013, p. 29). The business will use strategies like consumer education through its expert to erase the stigma of using human waste fertilizer and explore potential benefits at the most price-friendly packages.
With a typical well organized commodity pool, this business is geared to quickly increase its market share since the beneficial interests can be distributed across the commodity users. This strategy will facilitate the restructuring effective sales and public awareness to develop product knowledge. If well merged with appropriate market mix, the strategy will secure a continual quantitative increase of the market by constantly maintaining relatively fare prices of the services it is offering as well as the maintenance of up to per competition levels from other competitors (Rhim & Lee 2013, p. 167).
For instance, the business will be actively involved in signing memorandum of understanding with the municipalities and customer protection agencies to ensure that its interests and that other parties are well taken care of. The business also intends to hire in more expert in the second and subsequent phases to expand its current market niche beyond Sharjah.
The business targets to reach 6,000 customers in the first year, 9,000 customers in the second year, and 12,000 customers in the third year totaling to 27,000 successful orders and deliveries at the end of the third year in the Sharjah market. The business will target three types of customers, which are the aged, middle-aged, and the youthful segments. Further, the customers will be segmented into regular clients and the first time clients in order to ensure that the needs of these segments are customized on the basis of the level of loyalty.
The main value drivers that the business will use in reaching out to the three customer segments are the current demand for cheaper, green, and readily available organic fertilizers. Besides, the business will consider specific needs of customers in terms of convenience and customer service to create a need-based marketing strategy through proactive customer participation in information search and product acceptance (Rhim & Lee 2013, p. 169). In order to increase credibility and maintain product visibility, the company’s marketing channels will encompass processes and features that flawlessly facilitate a healthy lifetime relationship between its products and clients in the UAE through the use of traditional media such as television and social media.
The main competitors of the New Age Recyclers are the commercial fertilizer manufacturers, government agencies, and environmental startups. The commercial fertilizer manufacturer enjoys economies of scale beyond the reach of the New Age Recyclers. However, the proposed business can counter commercial fertilizer producers on the ground of environmental sustainability. On the other hand, the government agencies have an advantage over the New Age Recyclers because they enjoy massive taxpayer support and funding. However, the New Age Recyclers will counter this challenge by offering better processing approach and strategic marketing technique.
Lastly, the environmental startups form the third group of competitors of the New Age Recyclers since they have more experience in sustainability and use of technology in recycling. However, the New Age Recyclers may counter this challenge through its well structured in-house distribution chain. The competitive analysis is summarized in the table below.
|Competitors||We can, it can’t||It can, we can’t|
|Commercial fertilizer manufacturers||Can sell environmental agenda||They enjoy economies of scale|
|Government agencies||We have better processing, marketing, techniques||They enjoy taxpayer support and funding|
|Environmental startups||We are in charge of entire chain of distribution||Have more experience|
From the analysis of competitors, the New Age Recyclers will succeed in attracting potential customers. Given low competition and increased possibility of new entrants into the market, the business will attract reasonable quantity of clientele that would enable it sustain growth in returns. The firm identified potential primary target market that will provide distinct competitive advantage (Mariotti & Glackin 2015, p. 69).
In addition, the location of the business may not be near majority of the target market. However, the firm is located at the business district center where most of the potential clients visit almost daily. In addition, all the product lines will be customized in a sequence of initiatives such as product diversification, multiple-branding, and incorporation of the latest technology. Despite competition from the other ventures, the above analysis indicates that the New Age Recyclers has potential of penetration, growth, and expansion in the UAE market and beyond.
The proposed business will make use of several models. First, the resource-based model will be essential to developing the firm’s competitive advantage because it views a company’s internal resources as key to its overall competitive performance. The resource-based view assumes that the company depends on its tangible and intangible resources to remain competitive (Bowden 2013, p. 68). Using this analogy, the main sources of competitive advantage for the New Age Recyclers would come from its intangible assets such as lower pricing in relation to chemical fertilizers and rapid expansion. For instance, the proposed pricing will range from $150-$190 per ton of compost.
Quality customer service, brand reputation, and intellectual property are a few of the intangible assets that New Age Recyclers could leverage for better market positioning. Some of these intangible assets are difficult to replicate, as we will develop them over a long time. Furthermore, some of them are intertwined and interdependent. For example, the company’s reputation would be subject to excellent customer service because poor customer service would ultimately dent the company’s image (Mariotti & Glackin 2015, p. 33). Relative to this reasoning, we intend to trademark the company’s name to, possibly, trade it in future.
The financial forecast for the New Age Recyclers was estimated over a period of five years. The forecast considered investment costs, other expenses, sales, and profits through review of income statement, cash flows and breakeven analysis as summarized in appendix 1, 2, 3, and 4. The summary of the financial forecast is summarized in the table below:
|Financial Forecast||Year 1||Year 2||Year 3|
|Waste Collection cost (AED)||2,273,776||2,455,678||2,652,132|
|Waste acceptance cost (AED)||777,312||839,497||906,657|
|Other Expenses (AED||833,400||900,072||972,078|
The board of directors consists of the founder, Marwan Bin Fares, who double up as the CEO, Dr. Abdulla Ibrahim who is the environmental specialist, and Yousef Ahmad who is the marketing and public relations manager. Below the board of directors are other employees. The CEO will be tasked with the duty of ensuring that the business guidelines are met within an efficient utilization of resources. Under the CEO will be the marketing and public relations managerwho will form the primary link between the CEO and other units of the business. Under the marketing and public relations manager will be the environmental specialist and the other employees as summarised in the organizational chart below:
The New Age Recyclers business will adopt the professional approach and each employee will have specific duties to perform. Performance review will be carried out after every three months to ensure that the employees obey the culture of hard work, quality and transparency in serving the interests of the business. The organization structure of the New Age Recyclers business will be characterized by a streamlined chain of bureaucracy in the chain of command from the CEO down to the sales team.
The structure will encourage security, comfort and safety, and prevailing physical convenience of the staff. Measuring factors such as interpersonal relations, working conditions, support and trust, welfare provisions, and work environment will greatly contribute to the organizational effectiveness within the business’ corporate culture (Rhim & Lee 2013, p. 169).
The New Age Recyclers’ leadership philosophy will operate on the periphery of Patagonia’s philosophies of management as mere guidelines for rationale rather than rules cast on stones. Basically, this philosophy of ethical conduct code functions on responsible business undertakings with moral worth. This philosophy will create a sense of responsibility among the employees to promote business environmental sustainability through preservation of professionalism and the general business environment for success. Developing a training and development strategy requires creation of relevant objectives and a realistic budget.
The first phase of training will be on personal development while the second phase on teamwork and production quality skills. The two phases will target intra and inter personal development of the employees in relation to performance in the work environment (Mariotti & Glackin 2015, p. 21).
Status and Milestones
It is estimated that the timeline for implementation will be six months. The breakdown for the implementation timeline is summarized in the table below.
|Milestone||Start Date||Completion Date|
|Procurement of the business location||Week 1||Week 1|
|Approval of the purchase||Week 2||Week 2|
|Delivery of the purchase||Week 2||Week 2|
|Presenting the proposed project to stakeholders and financers||Week 3||Week 3|
|Proactive stakeholder meetings||Week 4||Week 4|
|Pilot demonstration on how it works||Week 5||Week 5|
|Market research implementation||Week 6||Week 6|
|Installing the facilities within the land||Week 7||Week 7|
|Set up and other support technology||Week 8||Week 8|
|Official opening and first revenue||Week 9||Week 9|
|Executing and Controlling|
|Operation training||Week 10||Week 10|
|Tracking success||Week 11||Week 11|
|Signing comprehensive agreement with municipal||Week 11||Week 11|
|Declaring the proposal a success||Week 12||Week 12|
Bowden, J 2013, ‘The process of customer engagement: a conceptual framework’, Journal of Marketing Theory & Practice, vol. 17, no. 1, pp. 63-74.
Hiam, A 2014, Marketing for dummies, John Wiley & Sons, New York.
Kotler, P & Keller, K 2013, Marketing management, Pearson Prentice Hall, New York.
Mariotti, S & Glackin, C 2015, Entrepreneurship: starting and operating a small business, Prentice Hall, Alabama.
Rhim, H & Lee, C 2013, ‘Assessing potential threats to incumbent brands: new product positioning under price competition in a multi segmented markets’, International Journal of Research in Marketing, vol. 22, no. 1, pp. 159-182.
Appendix 1: Income Statement
New Age Recyclers. Income statement (AED). For the three year period.
|Direct Cost of Sales||2,273,776||2,455,678||2,652,132|
|Total Cost of Sales||3,051,088||3,295,175||3,558,789|
|Gross Margin %||1||1||1|
|Sales and Marketing Payroll||110,400||119,232||128,771|
|General and Administrative Payroll||342,240||369,619||399,189|
|Total Operating Expenses||833,400||900,072||972,078|
|Profit Before Interest and Taxes||3,237,728||3,496,746||3,776,486|
Appendix 2: Balance sheet (AED)
|Liabilities and capital|
|Short term borrowing||1,780,000||1,922,400||2,076,192|
|Long term borrowing||7,305,000||7,889,400||8,520,552|
|Start up investors||1,930,000||2,084,400||2,251,152|
|Total liabilities and capital||11,165,000||12,058,200||13,022,856|
Appendix 3: Cash flow (AED)
|Subtotal Cash from Operations||$492,552||$656,736||$985,104||$985,104||$985,104||$985,104||$656,736||$492,552||$220,806||$220,806||$220,806||$220,806||$7,122,216|
|Subtotal Cash Received||$492,552||$656,736||$985,104||$985,104||$985,104||$985,104||$656,736||$492,552||$220,806||$220,806||$220,806||$220,806||$7,122,216|
|payment of utilities||$9,890||$299,762||$394,528||$565,806||$565,552||$565,292||$559,116||$384,362||$293,640||$157,462||$157,184||$156,902||$4,109,496|
|Subtotal Spent on Operations||$125,266||$415,138||$509,904||$681,182||$680,928||$680,668||$674,492||$499,738||$409,016||$272,838||$272,560||$272,278||$5,494,008|
|Additional Cash Spent||$0||$0||$0||$0||$0||$0||$0||$0||$0||$0||$0||$0||$0|
|Principal Repayment of Current Borrowing||$17,990||$18,274||$18,564||$18,858||$19,156||$19,460||$19,768||$20,082||$20,400||$20,722||$21,050||$21,384||$235,708|
|Long-term Liabilities Principal Repayment||$9,618||$9,700||$9,780||$9,862||$9,944||$10,026||$10,110||$10,194||$10,280||$10,364||$10,452||$10,538||$120,868|
|Subtotal Cash Spent||$152,874||$443,112||$538,248||$709,902||$710,028||$710,154||$704,370||$530,014||$439,696||$303,924||$304,062||$304,200||$5,850,584|
|Net Cash Flow||$339,678||$213,624||$446,856||$275,202||$275,076||$274,950||($47,634)||($37,462)||($218,890)||($83,118)||($83,256)||($83,394)||$1,271,632|
|Subtotal Cash from Operations||517,180||689,573||1,034,359||1,034,359||1,034,359||1,034,359||689,573||517,180||231,846||231,846||231,846||231,846||7,478,327|
|Subtotal Cash Received||517,180||689,573||1,034,359||1,034,359||1,034,359||1,034,359||689,573||517,180||231,846||231,846||231,846||231,846||7,478,327|
|payment of utilities||10,385||314,750||414,254||594,096||593,830||593,557||587,072||403,580||308,322||165,335||165,043||164,747||4,314,971|
|Subtotal Spent on Operations||131,529||435,895||535,399||715,241||714,974||714,701||708,217||524,725||429,467||286,480||286,188||285,892||5,768,708|
|Additional Cash Spent||0||0||0||0||0||0||0||0||0||0||0||0||0|
|Principal Repayment of Current Borrowing||18,890||19,188||19,492||19,801||20,114||20,433||20,756||21,086||21,420||21,758||22,103||22,453||247,493|
|Long-term Liabilities Principal Repayment||10,099||10,185||10,269||10,355||10,441||10,527||10,616||10,704||10,794||10,882||10,975||11,065||126,911|
|Subtotal Cash Spent||160,518||465,268||565,160||745,397||745,529||745,662||739,589||556,515||461,681||319,120||319,265||319,410||6,143,113|
|Net Cash Flow||356,662||224,305||469,199||288,962||288,830||288,698||(50,016)||(39,335)||(229,835)||(87,274)||(87,419)||(87,564)||1,335,214|
|Subtotal Cash from Operations||535,281||713,708||1,070,562||1,070,562||1,070,562||1,070,562||713,708||535,281||239,961||239,961||239,961||239,961||7,740,068|
|Subtotal Cash Received||535,281||713,708||1,070,562||1,070,562||1,070,562||1,070,562||713,708||535,281||239,961||239,961||239,961||239,961||7,740,068|
|payment of utilities||10,748||325,766||428,753||614,890||614,614||614,331||607,619||417,705||319,113||171,122||170,820||170,513||4,465,995|
|Subtotal Spent on Operations||136,133||451,151||554,138||740,275||739,999||739,716||733,004||543,090||444,498||296,507||296,205||295,898||5,970,613|
|Additional Cash Spent||0||0||0||0||0||0||0||0||0||0||0||0||0|
|Principal Repayment of Current Borrowing||19,551||19,859||20,174||20,494||20,818||21,148||21,483||21,824||22,170||22,520||22,876||23,239||256,156|
|Long-term Liabilities Principal Repayment||10,452||10,541||10,628||10,718||10,807||10,896||10,987||11,078||11,172||11,263||11,359||11,452||131,353|
|Subtotal Cash Spent||166,136||481,552||584,941||771,486||771,623||771,760||765,474||575,993||477,840||330,289||330,439||330,589||6,358,122|
|Net Cash Flow||369,145||232,156||485,621||299,076||298,939||298,802||(51,766)||(40,712)||(237,879)||(90,328)||(90,478)||(90,628)||1,381,946|
Appendix 4: Break even analysis
Total revenue (P * Q) = total cost [Variable (VC * Q) + fixed cost]
1.46 * Q = (0.46 *Q) + 75.66046
1Q = 75.66046
Q = 75.66.