Justin Seafood Market

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Wholesale Food Business Plan

Strategy and Implementation Summary

Justin Seafood Market will expand its storefront and sell direct to the public. The market is known as a wholesale operation and we will use that identity to advertise the new service to the public. We will ask the public "Why pay retail when you can get better quality at wholesale prices!" Additional staff will be hired to serve the public.

5.1 Competitive Edge

The competitive edge of Justin Seafood Market is the market's commitment of quality, freshness and great prices. The market's location also assures excellent tourist and resident foot traffic.

5.2 Sales Strategy

Justin Seafood Market will employ two sales approaches for its target customers.

  • For Urban Professionals: The market will promote membership in its Seafood Discount Club.  Residents will be encouraged to join for $20 a year.  As a member, all purchases will be discounted $1 per pound.  This will result in considerable saving for members who shop regularly at the market.
  • For the Day Tourist: The market will offer free 24-hour shipping of purchases in excess of  $100.  The customer will be able to select the day the seafood will be shipped. The customers will then receive a regular newsletter that will include an invitation to purchase seafood again with same free shipping option.

5.2.1 Sales Forecast

The following is a very conservative sales forecast for the next three years. We anticipate actual sales will be much higher after the renovation, but we want to plan for other contingencies.

Sales Forecast
2002 2003 2004
Over-counter $334,000 $350,000 $380,000
Shipped $122,000 $140,000 $155,000
Restaurant Deliveries $720,000 $800,000 $900,000
Total Sales $1,176,000 $1,290,000 $1,435,000
Direct Cost of Sales 2002 2003 2004
Over-counter $166,500 $173,000 $188,000
Shipped $64,100 $74,000 $81,000
Restaurant Deliveries $359,000 $409,000 $459,000
Subtotal Direct Cost of Sales $589,600 $656,000 $728,000