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研究生： 李奈云
Lionel, Trisha
論文名稱： 商業計劃 - 聖露西亞 Seamoss 甜點公司
Business Plan – Seamoss Dessert Company in St Lucia
指導教授： 林知伸
Lin, Jason
口試委員: 林知伸
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2024
畢業學年度： 112
語文別： 英文
論文頁數： 94
中文關鍵詞： 商業計劃 、海苔 、超級食物 、補充品 、甜點
外文關鍵詞： Business Plan, Seamoss, Superfood, Supplements, Desserts
相關次數： 點閱：27  下載：9 
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    • 海藻特區 (Seamoss Zone) 是一家位於聖露西亞的新創企業，專門生產以海藻為原料的各式創新健康產品。本商業計畫書旨在闡述海藻特區的使命：利用海藻這種富含營養的海洋植物，為消費者提供美味且當地生產的海藻產品。計畫書內容涵蓋公司所有權結構、產品種類、市場分析、行銷策略、營運計畫、財務預估和風險應對措施。海藻特區致力於把握全球對天然植物性產品日益增長的需求，以及消費者對海藻健康益處的認識不斷提升的趨勢。公司將透過獨特的產品、對品質和永續性的堅持，以及強烈的品牌形象在市場上樹立獨特地位。財務預估顯示，海藻特區具有良好的發展潛力和盈利能力，毛利率健康且行銷策略積極。然而，公司仍需克服競爭、潛在供應鏈中斷以及消費者教育等挑戰。海藻特區秉持永續經營和社會責任的理念，優先考慮當地採購、公平勞動和環境保護。透過解決這些挑戰並充分利用市場機會，海藻特區有望成為聖露西亞乃至更廣泛地區的海藻產品領導者。

    The Seamoss Zone is a proposed St. Lucian business specializing in crafting innovative and nutritious sea moss-infused products. This business plan outlines the company's mission to harness the health benefits of sea moss, a nutrient-rich seaweed, and provide delicious, locally produced sea moss-infused products. The plan details the company's ownership structure, product offerings, market analysis, marketing strategy, operational plan, financial projections, and risk mitigation strategies. The Seamoss Zone aims to capitalize on the growing global demand for natural and plant-based products, as well as the increasing awareness of sea moss's health benefits. The company plans to differentiate itself through unique product offerings, a focus on quality and sustainability, and a strong brand identity. The financial projections indicate a promising potential for growth and profitability, with a healthy gross margin and a proactive marketing strategy. However, the company needs to overcome challenges such as competition, potential supply chain disruptions, and the need to educate consumers about the benefits of sea moss. The Seamoss Zone is committed to operating as a sustainable and socially responsible business, prioritizing local sourcing, fair labor practices, and environmental responsibility. By addressing these challenges and capitalizing on the opportunities in the market, The Seamoss Zone has the potential to become a leading provider of sea moss-infused products in St. Lucia and beyond.

    1. Introduction 1

    2. Executive Summary 3

    3. Motivation 4

    4. Company Overview 5
    4.1. Company Name 5
    4.2. Company Logo 5
    4.3. Mission 5
    4.4. Vision: 6
    4.5. Goal of the business 6
    4.5.1. Short-term Goals 6
    4.5.2. Long-Term Goals 7
    4.6. Ownership 7
    4.7. Business Registration 8
    4.8. Trademark Registration 9
    4.9. Product Overview 9

    5. Industry Analysis 13
    5.1. Macroeconomic and Cultural Context 13
    5.2. Caribbean Market Trends 15
    5.3. Global and Local Market Trends 16
    5.4. Competitive Landscape 17
    5.5. Competitive Advantage of The Seamoss Zone 19
    5.6. SWOT Analysis 20
    5.6.1. Strengths 20
    5.6.2. Weaknesses 21
    5.6.3. Opportunities 22
    5.6.4. Threats 23
    5.7. Porter’s Five Forces Analysis 23
    5.7.1. Bargaining Power of Suppliers 24
    5.7.2. Bargaining Power of Buyers 25
    5.7.3. Threat of New Entrants 25
    5.7.4. Threat of Substitutes 26
    5.7.5. Rivalry Among Existing Competitors 27

    6. Business Model Canvas 28
    6.1. Customer Segments 29
    6.2. Value Propositions 29
    6.3. Distribution Channels 30
    6.4. Customer Relationships 30
    6.5. Key Partners 30
    6.6. Key Resources 31
    6.7. Key Activities 31
    6.8. Cost Structure 31
    6.9. Revenue Streams 32

    7. Marketing Strategy 33
    7.1. Marketing Objectives 33
    7.2. STP Model 34
    7.2.1. Segmentation 35
    7.2.2. Targeting 35
    7.2.3. Positioning 35

    8. Marketing Mix 37
    8.1. Product: 37
    8.2. Price 37
    8.3. Place 39
    8.4. Promotion 39

    9. Operational Plan 42
    9.1. Location 42
    9.2. Kitchen Facilities 42
    9.3. Equipment for Production 42
    9.4. Production Process 42
    9.4.1. Seamoss Gel Process 42
    9.4.2. Seamoss Yogurt Process 43
    9.4.3. Seamoss Cheesecake Process 43
    9.4.4. Seamoss Gummies Process 43
    9.5. Order Processing 44
    9.6. Quality Control 44
    9.7. Packaging and Labeling 46
    9.8. Supplier Relationships 47
    9.9. Inventory Management 47
    9.10. Legal Environment and Compliance 48
    9.11. Sustainability Initiatives 50

    10. Personnel Plan 52
    10.1. Type of Labor 52
    10.2. Staff Training and Development 53

    11. Sustainability and Social Responsibility 54
    11.1. Environmental Sustainability 54
    11.2. Social Responsibility 54
    11.3. Ethical Governance 55

    12. Financial Projections 56
    12.1. Startup Costs 56
    12.2. External Financing: 56
    12.3. Personal Investment: 56
    12.4. Total Capital Requirement 57
    12.5. COGS 58
    12.6. Product Price 59
    12.7. Sales Forecast - Year 1 59
    12.8. Operating Expenses - Year 1 60
    12.9. Cash Flow Forecast - Year 1 61
    12.10. Income Statement - Year 1 - 3 62
    12.11. Balance Sheet - Year 1 63
    12.12. Breakeven Analysis 64
    12.13. Diagnostic Tools 65

    13. Risk Mitigation Plan 66
    13.1. Financial Risks 66
    13.2. Operational Risks 66
    13.3. Market Risks 67
    13.4. Legal and Regulatory Risks 68

    14. References 69

    15. Appendix 74

    Books:
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    Reports:
    • Caribbean Regional Fisheries Mechanism (CRFM). (2020). Regional Strategy for the Management and Development of the Caribbean Sea Moss Industry.
    • Dominica Bureau of Standards. (2022). National standard for dried sea moss.
    • Government of Grenada. (2022). Budget Speech 2022
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    • Ministry of Agriculture, Forestry, Fisheries, Rural Transformation, Industry and Labour, St. Vincent and the Grenadines. (2021). Sea Moss Pilot Project.
    • Nielsen. (2021). The sustainability imperative.
    • Ramlogan, R. (2020). The seaweed industry of Saint Lucia. Caribbean Marine Studies, 7(2), 45-58.
    Websites:
    • Adams, T., & Fauna & Flora International. (2023). Developing sustainable seamoss farming methods in Saint Lucia. Darwin Initiative Round 29: Stage 2, DIR29S2\1048]. https://www.darwininitiative.org.uk/documents/DAR30009/26524/30-009%20App%20-%20edited.pdf
    • Alibaba. (n.d.). Wholesale empty clear 50g 50ml 100ml. Alibaba. Retrieved May 18, 2024, from https://www.alibaba.com/product-detail/Bio-Cardboard-Ecofriendly-Food-Safe-Grade_1600109830548.html?spm=a2700.galleryofferlist.p_offer.d_image.63c22c27fQa1DJ&s=p
    • Barbados Today. (2022, June 1). Sea moss – a superfood. https://barbadostoday.bb/
    • Biz Latin Hub. (n.d.). How to form a company in Saint Lucia. Biz Latin Hub. https://www.bizlatinhub.com/how-to-form-a-company-in-saint-lucia/
    • Caribbean Natural Resources Institute (CANARI). (2019). Seamoss Cultivation in the West Indies. https://canari.org/wp-content/uploads/2019/07/CANARI-Guideline-Series-1.-Seamoss-Cultivation-in-the-West-Indies.pdf
    • Everyday Health. (n.d.). Seamoss gummies: A complete guide. Everyday Health. https://www.everydayhealth.com/diet-nutrition/sea-moss-gummies/guide/
    • Export Saint Lucia. (2022, November 24). Export Saint Lucia registers positive strides in seamoss industry. Government of Saint Lucia. https://www.govt.lc/news/export-saint-lucia-registers-positive-strides-in-sea-moss-industry
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    • FAO. (2023). Seamoss Farmers across Dominica to meet to share experiences. Food and Agriculture Organization of the United Nations. https://www.fao.org/home/en
    • FAO/WHO Codex Alimentarius. (n.d.). Codex Alimentarius. FAO/WHO. https://www.fao.org/fao-who-codexalimentarius/en/
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    • Ministry of Agriculture, Fisheries, Food Security and Rural Development. (2022, September 2). Saint Lucia's sea moss gaining traction. Government of Saint Lucia. Retrieved from https://moaslu.govt.lc/saint-lucias-sea-moss-gaining-traction/
    • Moss Up Your Life. (n.d.). Seamoss gel. Moss Up Your Life. Retrieved May 18, 2024, from https://mossupyourlife.ca/products/sea-moss-gel
    • Riding the Wave of Success: Introducing Benjo's Seamoss from Dominica: https://carib-export.com/blog/riding-the-wave-of-success-introducing-benjos-seamoss-from-dominica/
    • Saint Lucia Bureau of Standards. (n.d.). Barcode generation. Saint Lucia Bureau of Standards. Retrieved May 18, 2024, from https://www.slbs.org/services/barcode-generation/
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    • Saint Lucia Tourism Authority. (n.d.). Official tourism website of Saint Lucia. Saint Lucia Tourism Authority. Retrieved May 18, 2024, from https://www.stlucia.org/
    • Seamoss Central Ltd. (n.d.). Retrieved from https://seamossfjtcentral.org/
    • Statista. (n.d.). Inflation rate in Saint Lucia 2000-2024. Statista. Retrieved May 18, 2024, from https://www.statista.com/statistics/730726/inflation-rate-in-saint-lucia/
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    • UK Department for International Development. (n.d.). Project report: Seaweed cultivation. Retrieved May 18, 2024, from https://assets.publishing.service.gov.uk/media/57a08ca6ed915d622c00149d/R8325AnnA5.pdf
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