A business plan that was proposed to a financial institution for capital, to launch an organic manufature and distribution organisation, with the focus being directed toward the launch of popular international

1. PTY (LTD)
 
 

2. 2

Index:
History/Background..................................................... 3
Vision........................................................................... 4
Mission Statement ....................................................... 5
Why Organic? ............................................................. 6
Ranges: Agencies .................................................. 7 - 13
Ranges: Own Brand ............................................ 14 - 23
Brand Overview......................................................... 24
Ranges: Licenses ........................................................ 25
Current Listings ......................................................... 26
Licensed Range: Peter Rabbit.................................... 27
New Opportunities: Own Brand................................ 28
12-month Projections ............................................... 29
Actual Sales - Past 19-months................................... 30
Stockholding ...................................................... 31 - 33
Projections... ...................................................... 34 - 37
Bank Requirements .................................................. 38
Shareholding ............................................................. 39

3. 3
  
Y-Organic? (Pty) Ltd started out as a small entrepreneurial
business with extensive retail and marketing experience. Over the
last two years Y-Organics? (Pty) Ltd has driven the organic market
in mainstream retail and has faced many challenges.
Y-Organic? (Pty) Ltd took a strategic decision to work exclusively
with a major South African retailer to build a category. The
immediate requirement was to educate a market still in its infancy.
Y-Organic? (Pty) Ltd faced the following challenges:
 Price points – consumers were reluctant to pay premium prices
for unknown brands.
 Consumer education – the category was unknown to mass
market.
 Retailer education – retailers needed to be persuaded to
invest in a future category. The off-take would be slow but
growth , if nurtured, would become evident.
South African retailers and consumers are now aware of the
growing market, however huge investment is required in terms of
timing, financial and marketing resources as well as distribution
requirements.
Y – Organic? (Pty) Ltd has successfully managed to raise awareness
as well as strategise a distribution channel nationally including
merchandising at major retail outlets.

4. 4

Y-Organic? (Pty) Ltd aspire to be the leading
authority for consumer & retailer education,
initiating the momentum in creating awareness
of the broader organic category, as well as the
lifestyle benefits of these products, resulting in
the growth of the organic market in
Southern Africa .

5. 5
 
We aim to be a leader in growing the organic
market, with retailer and customer awareness
being our priority.
We also aim to make our own name brand;
Y-Organic? a household brand name.

6. 6
 
 Use of natural manures
 Prohibition of GMO’s (Genetically Modified
Organisms)
 Respect of seasonal cycles
 Rotation of land under cultivation
 Harvesting of ripe plants
 Respect of animals
 Respect for the environment

7. 7
 
Y-Organic? (Pty) Ltd have secured select international brands
known for quality and sustainability in their respective categories.
The current existing ranges have listings with Pick ‘n Pay,
Checkers, select Spars, Health stores and Delis.
 Chipunga - Certified organic coffee range
 Clipper – Coffee and Tea range
 Belvoir – Organic cordials
 Moltex – Eco Nappies (Nappies that do not cost the earth)
 Vitagermine – Babynat organic milk
 Hains Celestial – Earth’s Best ranges

8. 8
  

9. 9
 

10. 10
 

11. 11
 
Direct Agencies
Baby Basket
Moltex
Moltex is the world’s only bio-degradable
nappy available for export
 Mini nappies
 Midi nappies
 Maxi nappies
• Direct Sales – Gauteng
• Through distributors – other regions
• Nett Margin : 25%
• Advertising: internet, baby shows, crèches, word of mouth
 Forecast attached
 Requirements:
 Cost of goods
 Minivan / Driver – Gauteng
 20% for distributors -
other regions

12. 12
    

13. 13

Babynat
 Babynat 1 Formula
 Babynat 2 Formula
 Babynat Teething Biscuits
Targeted Retailers
• Hypermarkets
• Checkers
• Direct to consumer
 Health stores

14. 14
 
Beatrix Potter Peter Rabbit
The Peter Rabbit brand is a healthy and innovative nutritional
solution to kiddies’ lunchboxes.
Peter Rabbit is divided into 4 categories:
 Dry Goods: a combination of local and international
suppliers
 Pre Mixes: Gluten – Free / Sub-brand “cooking with
mom”, encourages toddlers active participation in the
kitchen
 Fresh Juices and Pureed Pouches: this is the main
innovation in this brand. Juices supplied by Tri Berry in
200ml and 1itre Pouches: Fruit and Vegetable purees,
Lunch box snacks and baby food – convenient , in-
novative, self serving
 Toiletries: Childcare as well as
gifting for mothers and babies

15. 15
   

16. 16
  

17. 17
  

18. 18
  

19. 19
   

20. 20
   

21. 21
   

22. 22
  
Peter Rabbit Store-within-store concept
Dedicated, stand-alone Peter Rabbit “mini-stores”
 Target Retailer
 Edgars
 Product Categories
 Gifting
 Toiletries
 Clothing
 Target Consumer
 Mother & Child
 Newborns -
Toddlers (up to 3 years old)
 Gifting (up to 3 years old)
 Mothers - Stork Parties
 Male - Female Gifting
 Marketing & Communication
 Edgars account base mailing
 Edgars Club Magazine

23. 23
 
Sleepwear & Access.
Kitchen Shop
Confectionary
Bath Shop
Candle Shop

24. 24
  
Our own trade mark has been registered:-
Y – Organic?®
 Is aimed at addressing and educating both con-
sumers and retailers
 Packaging will include information on farming
and nutrition
 Market will use the questions and answers fo-
rum as a platform to position products as a solu-
tion
 For rice cakes: manufacturer – Granco
 For cereals: manufacturer – Sunopta

25. 25
  
Private Label Agencies
o Moltex
o Trademark o Hain Celestial
o Private label o Vitagermine
o Packing (Wensleydale) o Clipper
o Belvoir
New Opportunities
Licensed Brand o Exclusive rights distribution
o Peter Rabbit o Salba product
o Peter Rabbit store concept

26. 26
 
 
     
       
       
        
        
       
        
      
 
     
  
  
   

27. 27
    
 —Brand – Peter Rabbit
 —Exclusivity – Licensed to Y-Organic? (PTY) Ltd
 —Existing Listings – Checkers/Pick ‘n Pay
 —New Listings – Spars/Health Stores

28. 28
   
 Chipunga Coffee
An own brand opportunity with local and
export opportunities
 Frozen Fruit
A growing category with added value in smooth-
ies and smoothie bars
 Salba
American nutritional grain with the ability
to be fortified into water and foods

29. 29
 
2009
Y-Organic? (Pty) Ltd
(Projected)
Sales R 10 438 998.16
Cost of Sales R 7 592 820.71
Gross Profit R 2 846 177.45
Less: Expenditure R 2 043 000.00
Net Profit before tax R 803 177.45
Tax @ 28% R 224 889.69
Net Profit after Tax R 578 287.76
Current Stockholding
Approximately R1 Million
(Stock in Isando warehouse excluded from schedules)
Please see schedules to follow...

30. 30
    
February 2007 February 2008
Month Actual Sales Month Actual Sales
Aug-06 R 455 000.00 Mar-07 R 952 000.00
Sep-06 R 676 000.00 Apr-07 R 651 000.00
Oct-06 R 611 000.00 May-07 R 511 000.00
Nov-06 R 235 000.00 Jun-07 R 790 000.00
Dec-06 R 267 000.00 Jul-07 R 620 000.00
Jan-08 R 253 000.00 Aug-07 R 528 000.00
Feb-07 R 618 000.00 Sep-07 R 378 000.00
Oct-07 R 176 000.00
Nov-07 R 123 000.00
Dec-07 R 45 000.00
Jan-08 R 36 000.00
Feb-08 R 110 000.00
Total R 3 115 000.00 Total R 4 920 000.00

31. BOND JHB CAPE TOTAL COST TOTAL COST UNIT CASE
Stock Holding - Sheet 1 S.O.H. S.O.H. S.O.H. S.O.H. Excl.Vat VALUE SIZE SIZE
PRODUCT DESCRIPTION Excl. Vat
Hawkwood Canned Fruit - Pineapple Chunks 219 4 223 R 211.78 R 47 226.72 400g 12
Hawkwood Canned Fruit - Tropical Fruit Salad 125 31 156 R 161.06 R 25 124.74 400g 12
Canned Soup - Tuscan Bean 124 8 132 R 70.63 R 9 322.50 400g 6
Canned Soup - Tomato & Basil 94 8 102 R 70.63 R 7 203.75 400g 6
Canned Soup - Barley Broth 201 6 207 R 70.63 R 14 619.38 400g 6
Clipper Tea - Chamomile 17 17 34 R 58.96 R 2 004.64 20 bags 6
Clipper Tea - Assam 8 23 31 R 116.69 R 3 617.39 50 bags 6
Clipper Hot Chocolate Sachet - Hot Chocolate 96 14 110 R 123.83 R 13 621.19 28g 20
Clipper Tea - Organic Blend 4 0 4 R 102.95 R 411.79 40 bags 6
Clipper Tea - Green Tea 3 15 18 R 45.00 R 810.07 25 bags 6
Just Wholefoods - Vegetarian Burger Mix 36 25 61 R 89.90 R 5 483.78 125g 6
Annes Beste Preserves - Apricot 68 17 85 R 78.83 R 6 700.64 200g 6
Annes Beste Preserves - Sour Cherry 51 12 63 R 78.83 R 4 966.35 200g 6
Annes Beste Preserves - Woodberry 187 32 219 R 85.11 R 18 639.09 200g 6
Annes Beste Preserves - Strawberry 37 17 54 R 78.83 R 4 256.87 200g 6
Tomato Puree 0 15 15 R 136.12 R 2 041.80 700g 12
Clipper Tea - Peppermint 34 17 51 R 58.96 R 3 006.96 20 bags 6
Tracklements - Tarragon Mustard 26 7 33 R 266.00 R 8 778.00 200g 12
Lemon Mustard 18 0 18 R 257.70 R 4 638.60 200g 12
Extra Virgin Olive Oil 0 14 14 R 495.96 R 6 943.44 750ml 6
Clipper Tea - White Tea 9 22 31 R 65.21 R 2 021.48 25 bags 6
Instant Miso Soup - Beetroot 312 5 317 R 109.72 R 34 780.29 3 x 21g 4
Instant Miso Soup - Ginger 306 2 308 R 109.72 R 33 792.84 3 x 21g 4
Instant Miso Soup - Original 266 26 292 R 109.72 R 32 037.36 3 x 21g 4
Instant Miso Soup - Spirulina 285 30 315 R 109.72 R 34 560.86 3 x 21g 4
Tracklements - Mustard with Honey 1 10 11 R 257.70 R 2 834.70 200g 12
31
Kalibio Choco Drink 96 11 107 R 203.54 R 21 778.78 500g 6
R 351 223.99

32. BOND JHB CAPE TOTAL COST TOTAL COST UNIT CASE
Stock Holding - Sheet 2 S.O.H. S.O.H. S.O.H. S.O.H. Excl.Vat VALUE SIZE SIZE
PRODUCT DESCRIPTION Excl. Vat
Pasta Sauce - Arribiatta 0 29 29 R 152.72 R 4 428.88 300g 12
Sierra Rica Exotic Spread - Artichoke 152 18 170 R 135.12 R 22 970.06 135g 6
Sierra Rica Exotic Spread - Roasted Red Pepper 160 19 179 R 135.12 R 24 186.12 135g 6
Rosemary Jelly 19 0 19 R 270.56 R 5 140.64 250g 12
Mint Jelly 6 0 6 R 305.37 R 1 832.22 250g 12
Clipper Instant Coffee - Freeze-Dried Arabica 70 18 88 R 217.21 R 19 114.66 100g 6
Clipper Instant Coffee - Decaffeinated Freeze-Dried Arabica
18 6 24 R 239.47 R 5 747.23 100g 6
Clipper Instant Coffee - Coffee Granules 66 24 90 R 182.64 R 16 437.15 100g 6
Moltex Nappies - Midi (4-9kg) 48s 13 20 33 R 280.47 R 9 255.48 48's 3
Moltex Nappies - Maxi (7-18kg) 44's 51 20 71 R 312.44 R 22 183.17 44's 3
Natracare Tampons - Regular 10's 3 11 14 R 362.37 R 5 073.18 10's 20
Natracare Tampons - Super 10's 4 11 15 R 383.68 R 5 755.20 10's 20
Natracare Tampons - Applicator Regular 16's 6 23 29 R 431.68 R 12 518.72 16's 12
Natracare Tampons - Applicator Super 16's 0 21 21 R 473.21 R 9 937.41 16's 12
Natracare Panty Liners 30's 1 22 23 R 375.16 R 8 628.68 30's 16
Natracare Towels - Regular 14's 1 0 1 R 338.92 R 338.92 14's 12
Trufoods - Castor Sugar 100 0 2 102 R 148.92 R 15 189.53 500g 24
Trufoods - Icing Sugar 100 0 3 103 R 178.43 R 18 377.98 500g 24
Trufoods Milk Powder - Full Cream 100 0 2 102 R 569.16 R 58 054.32 500g 24
Trufoods Milk Powder - Skim Milk 91 0 4 95 R 565.09 R 53 683.84 500g 24
32
R 318 853.39

33. BOND JHB CAPE TOTAL COST TOTAL COST UNIT CASE
Stock Holding - Sheet 3 S.O.H. S.O.H. S.O.H. S.O.H. Excl.Vat VALUE SIZE SIZE
PRODUCT DESCRIPTION Excl. Vat
Belvoir Elderflower Cordial 230 11 241 R 211.36 R 50 936.56 500ml 6
Belvoir Ginger Cordial 240 10 250 R 211.36 R 52 838.75 500ml 6
Belvoir Blackcurrant Cordial 253 9 262 R 211.36 R 55 375.01 500ml 6
Belvoir Elderflower Pressé 21 21 42 R 286.06 R 12 014.69 250ml 24
Belvoir Fresh Ginger Beer Pressé 0 16 16 R 274.31 R 4 389.01 750ml 12
Belvoir Fresh Ginger Beer Pressé 25 17 42 R 276.66 R 11 619.72 250ml 24
Belvoir Hand-made Lemonade Pressé 21 17 38 R 274.31 R 10 423.89 750ml 12
Belvoir Hand-made Lemonade Pressé 27 12 39 R 276.66 R 10 789.74 250ml 24
Belvoir Elderflower Pressé 25 9 34 R 290.76 R 9 885.84 750ml 12
De Boles Pasta - Penne (re-pack Peter Rabbit) 67 0 0 67 R 196.92 R 13 193.91 227g 12
De Boles Pasta - Fusilli (re-pack Peter Rabbit) 105 0 0 105 R 196.92 R 20 677.02 227g 12
Balsamic vinegar 3 0 3 R 220.85 R 662.55 250ml 6
R 252 806.68
33

34. 34
  
Please see attachment (Soul Food Projections,
tabbed document “Projections”)

35. 35
  
Please see attachment (Soul Food Projections,
tabbed document “Checkers”)

36. 36
  
Please see attachment (Soul Food Projections,
tabbed document “Pick’nPay”)

37. 37
  
Please see attachment (Soul Food Projections,
tabbed document “Health Stores Delis”)

38. 38
 
1. Overdraft facility of R 1 563 450.00
2. Three month bank guarantee for office premises
for R63 450.00
3. FEC trading account (Foreign outward
payments)
4. On line banking
5. E-commerce Payment Gateway Application

39. 39

Shareholders
1. Jo Ann Cohen 50%
2. BDC Investments (Pty) Ltd 50%
Structure:
1. Dayalan Chetty (Managing Director)
2. Jo Ann Cohen (Sales Director)
3. Bernadine Chetty (Financial Director)