In my entrepreneurship class we were required to start a business of our choice. The entire course was devoted to creating this business and all of the required key components. I chose to open a organic food store called "Nature\'s Market".

1. By: Blaine Bertsch December 1, 2009 Dubuque, Iowa

2. Vision Statement Nature’s Market is dedicated to helping people live in ways that are ecologically sustainable and that promote personal health and well-being. We strive to make Nature’s Market welcoming and accessible to all and to respect the opinions, needs and concerns of every member. We seek to maximize participation at every level, from policy making to operating the store.

3. Purpose of Product/Service Consumers have made a gradual move toward the use of fresher, healthier foods in their everyday diets. Mainstream acceptance of organic stores offerings Public opinion sole reason for 30% growth in the organic food industry since the past 5-6 years.

4. Product/Service Nature’s Market carries all the items that one would expect to find in a grocery store (and plenty that one would not), we emphasize on perishable foods to appeal to both natural foods and gourmet shoppers. Health benefits of organic food Better health Better taste Environment safety Animal welfare Product Categories Produce, Grocery, Bakery, Prepared foods & Catering, Whole body (nutritional supplements, vitamins, body care)

5. Customer Segments Baby Boomers Urban singles Families Students 73% of our shoppers are female head of the households, 11% are male head of the households, 15% are both. Household Income and average weekly household spending: $68 for shoppers earning under $15,000 $118 for those earning more than $75,000 per year

6. Industry Trends Product Limitations Lowering standards and questionable farming practices. Organic food is a possible scarce resource With increased demands from mainstream supermarkets also carrying organics, the demand for such products could outreach the limited supply.

7. Competition Analysis

8. Needed Capital The start-up cost of the Nature’s Market store will consist primarily of inventory and display equipment. My business partner and I will invest $80,000 and also secure a $50,000 SBA (Small Business Administration) loan. Between the total start-up expenses and total assets the total funding required will be $130,000.