Page 1

4 6 8

Observations Mission Statement The Problem

10 16 18

Research Vision Statement Survey

20 22 24

The Insight Hypothesis The Service

26 28 36 38 40 42 44 47 49

Value Propositions Customer Segments Customer Relationships Key Resources Key Partners Key Activities Key Channels Cost Structure Revenue Streams

52 53 54 55 56 58

Goals Logo Colour Palette / Typography Graphic Devices Supporting Imagery / Tone of Voice Values

Food is essential to human existence and healthy, nutritious food is critical for living life to its full potential. What we eat and how we dispose of it not only affects us, but also our environment and the people around us. Globally, there is a growing acceptance of the links between food, health and the environment. The current levels of expansion and exploitation of our natural resources are not sustainable. Society must adapt to changing conditions to protect and sustain remaining available resources. One of the major failures of the current food system is the low consumption / high waste standard for fruit and vegetables. Despite their high nutritional qualities and environmental profiles, fruit and vegetables are consistently undervalued. Only a small fraction of Australians eat the recommended five serves of vegetables and two serves of fruit per day. At the same time, wastage is high all along the food system, with consumers alone throwing away up to a third of the fresh produce that they purchase.


The loss of food and waste is a global problem affecting our economy, society and environment. In Australia alone, $8 billion worth of food is being thrown out each year and although there are many Australians acting to reduce our food waste there is still a huge sector of waste coming from one of our main food providers - supermarkets. Due to supermarket quality standards in Australia there are millions of dollars worth of food being wasted each year. A lot of this food is still good to eat but due to it’s lower quality whether that be dented fruits and vegetables or food with approaching expiry dates, supermarkets can not sell it and end up throwing a lot of it away. A large majority of this waste is made before it even makes it on to the shelves, pushing the cost of food waste onto farmers, growers and charities.


Australia is one of the highest waste producers in the world, being recently ranked in the top five waste producing nations, on a per person basis. Australians discard up to 20% of the food they purchase and on top of that it’s estimated that 20 - 40% of all fruit and vegetables are rejected by supermarkets due to appearance quality standards. Right now as consumers, Australians only buy one part of what farmers grow. On average, up to 40% of the household bin is food which equates to as much as $1036 which could be spent to feed the average household for over a month or six months of your electricity bill. The environmental effects that occur when food rots with other organics in landfill gives off a greenhouse gas call Methane which is 25 times more potent than the carbon pollution that comes from a car exhaust. Along with supermarkets and suppliers, the biggest wasters of food are young consumers aged 18 - 24, households with incomes more than $100,000 per year and families with children.


1. When grocery shopping what factor influences you to purchase a product?

Quality Cost Variety

9.1% 21.2% 12.1% 15.2% 33.3% 9.1%


57.6% 75.8% 84.8% 75.8% 36.4%


2. If a product was marked down because of it was lower quality would you purchase it over a full priced item?

Yes No

9.1% 21.2% 15.2% 12.1% 33.3% 9.1%

4. Would you add healthier items to your shop if they were more affordable?

Yes No


5. Are you passionate about the environment?

9.1% 21.2% 21.2% 15.2% 12.1% 39.4%




15.2% 33.3%

33.3% 100%57.6%

33.3% 9.1%

57.6% 75.8% 75.8% 78.8% 84.8%

75.8% 75.8% 78.8% 84.8% 39.4% 36.4%


3. What would stop you from purchasing a product that was marked down? 15.2%

Dented item Approaching expiry date Item missing from box/bag None of the above Other

6. If there was a cheaper environmentally friendly alternative to a major grocery store, would you shop there?

9.1% 21.2% 39.4% 15.2% 12.1% 33.3% 9.1%


33.3% 33.3%

57.6% 75.8% 75.8% 84.8% 39.4% 36.4%


9.1% 15.2% 21.2% 15.2% 12.1% 39.4%

15.2% 33.3%

33.3% 100%57.6%

33.3% 9.1%

75.8% 75.8% 78.8% 84.8% 84.8% 39.4% 36.4%

A survey was conducted to contain a better understanding of the target market’s wants and needs when it comes to buying fresh produce. To get a broad range of responses, people aged from 18 to 60 were surveyed. Overall, it was found that most repondents consider cost to be the most important factor when purchasing a product and they would also add healthier options to their shop if they were more affordable. Additionally, the majority of responsidents are passionate about the environment and would like to see a environmentally friendly alternative to a major grocery store.


With the growing demand for higher quality produce, supermarket chains are enforcing stricter, superficial quality control measures that discard produce they consider to be of inferior quality. Because of these strict quality standards a large volume of food does not even reach supermarket shelves as the produce does not meet size, shape and appearance specifications. Some suppliers see less than half of their produce pass this inspection. After inspection, suppliers are “invited” to donate their rejected food to rescue organisations at their own cost or otherwise pay for further transportation or dump fees because the major retailers do not take ownership of produce until after it passes inspection. While the supermarkets claim that the problem lies with consumers being too picky and not buying “ugly” fruit and vegetables, there is a counter argument that supermarket customers can only buy what they are offered in the first place.


What if we could create a eco-friendly service that offers fruit and vegetables that have been rejected by supermarkets and sell them at affordable prices? And what if we brought a community of people together that share the same passion of living more healthily and eco-friendly?


PRICE / COST REDUCTION In Australia, much of our food waste occurs as a result of poor composting practices, wastefulness, cosmetic selection by supermarkets, and inefficient supply chains. Supermarket food waste also contributes to the rising food prices that make it difficult for those on a lower income to afford a good range of healthy fruits and vegetables for their family. Curious Crop will change this concept and offer a significant cost reduction giving a much greater value to its customers. ACCESSIBILITY / CONVENIENCE All of Curious Crop’s produce will be easily accessible to consumers through a delivery service that will provide a sense of convenience and the produce will come in crates containing ingredients to make a healthy lunch or dinner. Having this much accessibility is something customers will value greatly. ENVIRONMENTALLY FRIENDLY All of the produce that is sourced by Curious Crop has not gone through any process to alter its appearance. Whilst riding the wave of eco-sustainability, the business strives on being sustainable throughout every process completed in all areas of the business giving customers a valuable piece of mind.


MASS / SEGMENTED MARKET Environmentally Conscious Consumers Services and businesses that promote being sustainable is very appealing to consumers who are eco-conscious. Curious Crop’s practices are all considered carefully in ensuring that all processes are not affecting the environment in a negative way. Low Income Earners Cost can really affect a consumers choice when choosing a service or product. All produce sourced by Curious Crop will be sold at affordable costs giving the opportunity for those on lower incomes to purchase a great range of produce without over spending. Families Families are always spending money, especially on food and they also look for healthy meals that are affordable and easy to cook for the whole family. Curious Crop offers a range of different ingredients for meals in crates ready and easy for any family to prepare.



35 - 48 Social Worker Married

Joanna does a lot of volunteering and is very passionate about the environment. When shopping, she is always looking for eco-friendly alternatives. Joanna would like to see more food stores with eco practices as it is becoming more difficult for her to find food stores being environmentally friendly. What does she HEAR? Her friends - “It’s easier to purchase packaged food from supermarkets than buying organic fresh produce.” Supermarkets - “we always go for environmentally friendly alternatives.” What does she SEE? Lots of plastic packaging on produce. Produce that has clearly gone through a perfecting process. Supermarket food that is still fine being thrown away. What does she THINK & FEEL? Food suppliers should be doing better things for the environment. Feels guilty for buying food with excess packaging. What does she SAY & DO? “I’m always spending more money to buy the environmentally friendly alternatives in supermarkets.” She avoids unnecessary purchases that would create a lot of waste. PAIN? Too much packaging on produce. Organic and eco-friendly products are expensive. Seeing others not care about the effects that their shopping habits have on the environment. GAIN? She wants more environmentally friendly options. She needs supermarkets and food suppliers to think more about what they are wasting.



24 - 36 Unemployed Single

Steve spends a lot of his time looking for a job and practising his cooking as he wants to be a chef one day. When shopping, Steve finds it very difficult to find a good range of food that works within his budget and cooking plans as a lot of the food in supermarkets is very expensive. What does he HEAR? His friends - “cheaper food isn’t as good as full priced food.” Working friend - “fruit and vegetables are affordable.” Supermarkets - “we have the lowest prices!” What does he SEE? Healthy food such as produce with high prices. Affordable food that is mostly unhealthy and pre-cooked. He sees the supermarket as the only option to buy food. What does he THINK & FEEL? He thinks that he is spending more money on food than he needs to. He is tired of not having enough money to pursue his dream. What does he SAY & DO? “I need to eat more healthily.” He is always look for the best deals and specials when shopping. PAIN? Prices of food are constantly rising. Fears his unhealthy eating habits will effect him badly in years to come. Frutrated that he always has to go for the cheaper option when buying food, giving him less options. GAIN? He wants healthy food to be more affordable. He needs to eat healthy to live a good life.



26 - 38 Administration Married

Julie is very dedicated to her family, especially her three young children. She always wants to do what is best for her family so she works hard to earn enough money to put good meals on the table every day. However sometimes supermarket prices can be far too expensive and she’ll go for other options such as takeaway or frozen meals. What does she HEAR? Her friends - “supermarkets have the best deals for food.” Supermarkets - “shop for affordable meals for your entire family.” What does she SEE? All healthy food being overpriced. Not many options for different dinners and lunches. What does she THINK & FEEL? She thinks that she should be putting healthy meals on the table for dinner more often. She feels that eating unhealthily will impact her children in the future. What does she SAY & DO? “I want to do what is best for my children.” She sometimes opts for takeaway because costs have become too expensive for her. PAIN? Healthy food is never going to get cheaper. She is frustrated that she can’t buy extra toys for her children because she has spent all the money on weekly shops. GAIN? She needs to eat healthily because her children look up to her. She wants more healthy options that are affordable and enough to cook and fulfill her family.


We cherish the relationships we make with our customers and we continue to establish these professional relationships with our customers by remaining as transparent as possible with our services and practices. Each crate will be uniquely picked and packed for each customer according to their needs and wants. Also, each individual product will have tags informing the customer when and where their produce has come from. We will additionally connect with our customers through an online system on our website that will guide the customer through each step of their journey from ordering with us through to delivery to give the customer a sense of assurance in knowing when and where their order is at all stages.


To ensure the business is built successfully the following resources are required: Farmers and Suppliers The farmers and suppliers are the most essential resource in this business. They will be the suppliers of the produce that the business will then sell to the community. Warehouse Space A warehouse space will be the best space for our business to operate, store and pack produce ready for customers. The warehouse would need to be fitted out with shelving space for storage and also an office space. Van/Truck In order to collect produce from farmers and offer a delivery service to our customers a van would be required. Crates/Boxes For storage of produce when it is in the warehouse and also in delivery, crates or boxes will be required to keep customer orders together and to keep refrigerated and unrefrigerated produce separate from each other. Staff Members To start the business, Curious Crop will need a small team of staff. Someone will be needed to look after admin/bookkeeping, a small team to sort and pack orders and also a driver to pick up produce as well as deliver orders to our customers. Website Setup To connect with our customers online a website will be needed for customers to search meals and make orders. A web designer will be required in the early stages to build the website. Sustainable System To keep with our values we will need to put into place a sustainable system that ensures all processes done throughout the business are good for the environment.


AUSTRALIAN PRODUCE FARMERS The key partners of the business will be our farmers. We will require our farmers services to offer our customers not only our produce but also the value that comes with it. QLD

- Bauer’s Organic Farm - Gibb Brothers Farm - Googa Farm Organics - Simply Fresh Produce

NSW - Blush Tomatoes - N&A Fruit Distributors - Natures Haven - Seven Fields VIC - Bonaccord Vegetable Production - Nine Mile Fresh - Red Rich Fruits - Wattle Organics Farm SA - Dolling Produce - Houston’s Farm - Lenswood Apples - Swanport Harvest WA - Zerella Fresh - Twin Apple Packhouse - Costa Mushrooms - M&G Monte & Son TAS - Charlton Farm Produce - Field Fresh - Harvest Moon Farms - Moores Family Fresh Vegetables


In order for us to deliver the best service to our customers the following activities will be mandatory: Connecting with Farmers To get the produce we require we will need to connect and develop strong relationships with produce farmers. Collection of Produce All appropriate produce (not altered in appearance) will need to be collected from farmers/suppliers. Produce Checks Although our business revolves around selling produce that may look irregular, it is still important that our staff do constant checks to ensure produce is not at a point where it could be harmful and not appropriate for human consumption. Crate Preparation Each customer order will need to be prepared and packed into crates ready for delivery. Delivery Service A delivery service will be required to transport customer goods to their homes. Bookkeeping and Administration The Bookkeeper/Administrative Staff member will be responsible for recording, reconciling and auditing accounting data along with general office duties. Customer Engagement Engaging and connecting with customers online through social media updates and advertisements and also in person when they receive their order will be an integral component of the business.


To reach and connect with the community, the following channels will need to be utilised; Social media Social media platforms including Facebook, Instagram and Twitter will be used to advertise and update our customers. Website The website will be a place for customers to browse recipes, see frequent updates, learn more about waste and our business and also place their orders. Emails Subscribed members will receive weekly emails that let them know about offers and specials. Updates on orders will also be sent through email keeping the customer constantly informed. Posters Posters will be placed in high traffic locations to promote and make the community aware of our business. Newspapers We will utilise newspapers by having advertising as well as having articles written to inform the community about upcoming markets. Community Markets Community markets will be held every few months to give the community the opportunity to see, smell and taste our produce before choosing to make a purchase.








Green Energy / Water Origin Energy



Internet / Phone Telstra Business Bundle


RENT 362sqm Warehouse / Office space Herston, Brisbane, QLD



including $59 activation fee


FITOUT Warehouse Extra Shelving etc.



Office Furniture



Computers / Printers including ink replacement



Refrigerator Commercial Upright Fridge



Van Leasing















1 x Warehouse Manager



2 x Warehouse Workers



1 x Admin / Bookkeeper



1 x Pickup / Delivery Driver











advertising / marketing Website Shopify






Packaging / Labels



Stationery Business cards etc.



Work Cover



Public Liability



Contents Insurance



Eftpos Leasing






Business Licensing



Farmers / Suppliers



First Year Expenses



Ongoing Expenses











In order to cover the first year expenses of $990,270.28 a start up investment of $1,000,000 will be required to make Curious Crop a fully operational business. In the second year, the ongoing expenses will be lowered to $961,878.44 per year and $80,176.60 per month.


per year

yearly savings










per YEAR



MEMBERSHIp tiers Small Crop

For couples and singles.

Medium Crop

For small families.

Large Crop

For large families.

MEMBERSHIp tiers Small Crop

YEAR 1 $3360.00

100 x 3360



70 x 6492



30 x 10,200






year 7

For couples and singles.

150 x 3360

450 x 3360

1500 x 3360





For small families.

100 x 6492

320 x 6492

1000 x 6492





Large Crop

70 x 10,200

220 x 10,200

800 x 10,200








For couples and singles.

Medium Crop

For small families.

Large Crop

For large families.


Medium Crop

For large families.


CUSTOM ORDER REVENUE: This option is for customers who would prefer to order a range of different produce to create their own meals, the customer chooses what produce they require. Delivery included in costs. 1 CRATE cUSTOM ORDERS Small Custom Crate

Custom produce for 1-2 people.

Medium Custom Crate

Contains produce for 3-5 people.

Large Custom Crate

Contains produce for 6-10 people.



YEAR 1 $20.00

50 x 20



40 x 32



30 x 50




NON MEMBERS REVENUE: This option is for customers that do not want or require crates of produce every week on a set plan. There is a set rate for each crate depending on their size. When a customer purchases 5 crates they make a saving. Delivery included in costs. 1 CRATE


weekly SAVINGS











Contains ingredients for 1-2 people.

Medium Crate

Contains ingredients for 3-5 people.

Large Crate

Contains ingredients for 6-10 people.

1 - 5 crates





$14 - 16

400 x 15


Medium Crate

$25 - 28

250 x 26


Large Crate

$40 - 46

120 x 44


Contains ingredients for 1-2 people. Contains ingredients for 3-5 people. Contains ingredients for 6-10 people.



Curious Crop’s first year of revenue is projected at $127,729.72. With an increasing customer base and further expansion over time the 7 year projected revenue is estimated at $18,730,121.56

The initial Curious Crop logo that is initially used is the version that is just the wordmark on its own with a white background. The third version in colour is only used when it is on its own. The logo must not be stretched or warped in any way.




C : 48 M : 11 Y : 91 K:0

C : 78 M : 40 Y : 100 K : 36

C:6 M : 15 Y : 97 K:0

C:7 M : 57 Y : 97 K:0

C : 62 M : 76 Y : 47 K : 39

C : 11 M : 88 Y : 97 K:2

C : 33 M : 54 Y : 60 K : 10

C:0 M:0 Y:0 K : 100

Body Copy Luna Regular 24pt

Source Sans Pro Light 13pt

HEADING 2 Source Sans Pro Semibold 13pt

Source Sans Pro


The graphic devices used throughout Curious Crop’s collateral will be the scattered fruit and vegetables. When scattered, they must not be touching any other device, font or image.

The supporting imagery used for Curious Crop is all of high quality images of mainly fresh produce and also the people who we value in our business, customers and our farmers. All of the imagery must be of a high resolution and must have a higher value of offset exposure and gamma correction added to them to keep all of the images consistent across all content. BEFORE EDITING:


The Curious Crop tone of voice always intends to be;


Business Proposal by Kaylee Reid

Curious Crop - Business Plan  
Curious Crop - Business Plan