Organica Skincare: A Business Plan For Vegan And Chemical-free Skincare Products

Market demand for organic skincare products

This assignment will be producing an innovative business plan which has much relevance in the United Kingdom market. This report will develop a business plan for organic skincare products under the brand name Organica Skincare. The core business idea is to provide the customers with completely vegan and chemical-free skincare products (Nguyen, Nguyen and Vo 2019). In today’s world, most brands are using harmful chemicals in many of their products and causing damage to the skin. This leads to the problem of acne, melasma, and many such skin-related issues. It is a quite common fact that the human being wants to have good and clear skin and it has been studied that the Gen Z generation is currently facing pigmentation and acne problems due to the high usage of chemical ingredients-oriented products for their skincare routine. This brand the Organica Skincare will be completely free from harmful chemicals and it will contain all the natural ingredients (Zollo et al. 2021). The motivation for promoting the business idea is to remove skin problems and provides their customers a clear skin. This brand name Organica Skincare stands for organic and the products will be made of vegan ingredients such as Tea tree oil, Salicylic acid, Vitamin C, retinol, and many other organic products. These products will not be getting under animal testing. Talking about the business details, the brand will be available on social media pages like Facebook, and Instagram, and also it will have its business website.

To generate this business idea, several processes have been rendered to come up with the business idea of Organica Skincare. Firstly, an extensive market survey has been done to understand the need for organic products in the UK and it has been found that customers’ perception is now changing and they are shifting towards organic products. Focus group identification is also another step that has been done to promote this brand’s products. For promoting the brand, it is important to know the vision and mission statement of the business model. The vision statement of a business focuses on long-term planning and not only speaks about the brand but also states how it can bring a difference from that of the brand present in the market. So, the vision of this brand is to formulate the organic formulation to render natural beauty. And the mission statement of a brand tells how that brand can achieve that vision. In simpler terms, it can be said that the mission statement is a pathway to achieving the company’s vision and goals. So, the mission statement for this innovative brand is to teach the world to formulate organic products, educate the customer group, and also provide value to the customers. 

The market for organic skin products in the United Kingdom is growing and it has been found that the sale volume of the organic skin products has been extensively increased from 2010 to 2021 and the sale value has reached its targeting limits which is 138.23 million British pounds and the statistic represents that this increment is 15% more than previous years (Chin et al. 2018). In recent years, the rising awareness about organic skincare products and the changing customer’s perception of chemical products lead to severe skin-related diseases. This growing concern has turned the customers to go for green skincare products as they believe, that these organic products are not harmful to the skin and are also eco-friendly products. As a consequence, the international market for organic skincare has grown steadily over the previous ten years and is expected to develop even faster in the coming decade. The expected to boost in the growth of product claims like “cruelty-free,” “natural ingredients,” and “no preservatives” has been mirrored in sales, which have been increasing exponentially in recent years, comparable to global trends (Amberg and Fogarassy 2019). The natural organic skincare sector in the United Kingdom generated roughly 221 million British pounds in revenue in 2020. The average revenue per capita in the same year was 3.25 British pounds. This illustrates that, as customer perception of organic and environmental consumption grows, the market for organic products has risen exponentially. According to the research, the regularity of purchasing as well as using the organic skin care products, most of the respondents show a positive attitude towards the organic products.

Vision and mission statement of Organica Skincare

The skincare market in the United Kingdom is expected to reach USD 24.37 billion by 2024, rising at a CAGR of 5.2 percent over that timeframe (2019-2024) (Cao Thi Dieu 2018). The growth of the UK skincare sector is in line with the growth of the European market overall, which is marked by a growing emphasis on improvement and a stronger presence of local companies. Because they invest even more time on personal grooming than other generations, this business has mostly addressed middle-aged women and childless couples. The local customer group are growing more knowledgeable regarding the skin types and also about the severe effects of various skin-related chemical treatment. 

Source: Mordor Intelligence

Here PESTLE analysis will be presented to understand the external environment for the skincare brand in the United Kingdom.

The political stability in the United Kingdom market has been a proper position for a skincare brand to rise in the market. Although the UK has withdrawn themselves from Brexit and the conditions of the exit currently under negotiated will almost likely have an impact on UK politics, as well as the skincare sector and communication restrictions (Gassama 2020). The brand needs to adhere to the local taxation policies of the local government and it can be stated that due to Brexit disagreement, there can be a visible impact on the shipping charges that be a major concern for the brand.

Several studies have found that most consumers in the UK are showing a tendency to spend more money on organic skincare products purchasing. Though the changes in the interest rates and the global economic recession due to Covid-19 can have an impact on the expansion of the proposed brand.

Here for this industry the youth and middle-aged women are the prime users. As the Baby Boomer generation passes, Gen X and Millennials will become the main target group for skincare solutions. These people will have different product tastes and preferences, as well as multiple communication choices (Eshra and Beshir 2022). Additionally, products composed largely of organic ingredients such as aloe vera and coconut, with no preservatives or fillers, have gone mainstream.

Technological advancement has helped the customers to search for brands not only on the dedicated website but also on their Facebook and Instagram pages (Almomani 2020). Shoppers also have various sources of information and recommendations about a brand and it’s product due to the hi-tech technological sphere.

Skin care product regulations and guidelines in the United Kingdom restrict the protection of skincare items by implementing safety regulations to protect users. Labeling and marketing are also governed, with enterprises being compelled to label their products legally with a list of components, expiry dates, warning statements, and precautionary instructions.

Organizations that are considered to be sustainable environmentally attributed and produced eco-friendly product range, likely to earn favourable consumer feedback and recommendations and be able to retain a better reputation (Lin et al. 2018). Aside from that, organic beauty brands are getting market boosters from eco-friendly product packaging.

PESTLE analysis of the UK skincare industry

Product specification needs to be mentioned at the time of branding and promotion. The proposed brand Royal Botanic do also have certain product specifications that are important to feature the brand to the potential customer group.

The following product specifications are offered by Organica Skincare:

Types of Products: Moisturizer for Acne & Pimple

Skin Type: All skin type

Usage: Used day and night and Sunscreen needs to be applied after using this.

Application of the Product: One drop

Volume: 50ml

Packaging Type: Eco-friendly bottle that keeps the products safe from sunlight

Price: £25.99 for 50ml

Key Ingredients: Tea tree oil, Salicylic acid, Vitamin C, retinol- all ingredients to remove acne problem

Scent: Refreshing fragrance

Self-life: 2years from the manufacturing date

Storage Type: To be kept in a cool place

Analysis of customer segment is necessary to understand the focus group of the brand. Essentially the proposed brand Organica Skincare has also applied customer segmentation for featuring its products to the potential customer segments. Segmentation is done for creating a clear understanding of the target market from the marketing perspective (Ambak et al. 2019).

Segment	Description
Demographic Segmentation	Age: targeting the middle-aged customer group Gender: Female Income: The product range is an available reasonable price. Ethnic Background: As it is vegan products, hence suitable for all customers groups.
Geographic Segmentation	Nationalism: Shipping is available within the UK
Psychographic Segmentation	Customer Psychology: People who mostly try to purchase environment friendly organic skin care range.
Behavioral Segmentation	Spending Type: Customers, spending more organic and affordable product range which are not so expensive and also affordable range and also do not contain any harmful ingredients and hence do not have any severe side effects. Purchase Type: Customer tends to shop more from online social media platforms or dedicated brand websites.

Target market identification is necessary for a business start-up to grow in the market. It helps the brand to fix its marketing strategy to capture its selected audience. And targeting market group also assist the brand to run its marketing campaign in a cost-effective way (. The target market for this specific innovative brand product will cover middle-aged women to fight the pigmentation and acne problems (Day 2018). The product is designed for female customers and as the brand does not contain any kind of chemical ingredients and is completely vegan so it is suitable for customers belonging to all ethnic groups.

The USP stands for the Unique Selling Proposition and the brand needs to have a proper USP for standing out from the crowd. The USP is very much crucial for the innovative new brand as it is completely new in the market and has to have some unique features so that customers can get attracted to the brand.

• The USP of the brand is that it is completely vegan and cruelty-free products.
• Each of the ingredients that are added to the products is natural and no such additives and preservatives have been used during the manufacturing.
• All the products are very affordable and also reasonable for the quantity it provides to the customers (Freitas et al. 2020).
• While compared with other synthetic and chemical cosmetic brands, this organic brand is very much safer for the skin, and no such severe side effects seen due to its usage.
• The packaging of the product is one of the key attributes of the proposed brand. The containers are made of eco-friendly materials.

Competitor analysis is necessary to understand the market situation and whether it will hamper the growth of the new brand in the initial stage. To understand the market trend and competitiveness, Porter’s Five Forces strategy will be used to understand the market saturation in which the proposed brand operates (Bruijl 2018). This competitor analysis will help the brand to assess the market and also forecast the profitability of the brand in the United Kingdom market. Porter’s five forces are essentially categorized into five forces or strategies that are described below:

• Industry Rivalries
• Bargaining Power of the buyers
• Bargaining Power of the Suppliers
• Availability of substitute products
• The threat of new Entrants

There is such big industry player named as P&G, L’Oréal, L’ Occitane, Beiersdorf, Estee Lauder, and Uniliver. Apart from these brands, certain note-worthy companies are named Shiseido, Coty, and many more. There are also present certain organic skincare brands such as Butter London, Pixi by Petra, Cowshed, Soap & Glory, Eyeko, Boucleme, and Liz Earle. These are the name of the big industry players that makes the market competition very high for a new brand like Organica Skincare.

Target customers for organic skincare products

Consumers with a high level of clout in the skincare product industry because they have so many choices when it comes to picking what to shop for and where to acquire it. Customers will identify suitable skincare products based on their demographics and preferences. However, although these products are considered luxury products, the volume demanded is determined by the consumer’s allowance and income level (Halla et al. 2018).

The bargaining power of the suppliers in the skin care product industry is very high. As for making certain products, the brands need to get the raw materials from the suppliers themselves. The raw materials include such as essential oils, retinol, natural fragrance, and many more and for packaging purposes, the brand requires glass bottles, bags, boxes, and other ingredients. These brands are heavily dependent on the suppliers for such raw materials. These items are vulnerable to commodities market dynamics, and any upheaval in this marketplace will have an instant effect on the supply and manufacturing expense of skincare products.

The availability of the substitute goods is high as numerable brands are operating in the field and almost all the brands are offering almost similar kinds of products in the market. For an instance, the brand, Organica Skincare is offering antiacne cream from its skincare range, whereas other brands are also dealing with similar kinds of products. So, it increases the availability of the substitute products are very high.

The advancement of technology has made it much faster for amateurs to enter the skincare sector. Historically, it was tough for the new entrant to enter the market as the initial investment for performing the organizational operations named as branding, production, manufacturing was very much expensive and due to its impact of it, the giant organizations are taking advantage of economies of scale and also the benefits of the large supply chain of the market. But with the advent of technology, the supply of raw materials is increasing and the emergence of social media sites and webpage works as the distribution channel as a consequence, the number of small and individual providers in the skincare industry is growing at an alarming rate and opening the path for small enterprises for acquiring the market share. 

Operations planning is an important factor that frames the key activities and targets of the organization that they will undertake within a period to achieve their organizational mission and vision (Lipi?ska 2018). The operation plan helps to provide the fundamentals of the organization’s daily activity. An operation plan contains a yearly work planning. The operations planning has been presented in the below table format:

Priority of Work	Responsible Department	Resource Needed	Timeline for Completion	Measures	Incurred Cost
Production Unit	Production Manager	Equipment and technological software needed for efficient production	It will take to implement at least 6 months to time.	After 6 months, a review of production units needs to be conducted to measure the efficiency	£500 is needed to purchase the equipment for a smaller unit.
Marketing Strategy	Marketing Manager	Website handling and website and SEO optimization for better rich is needed.	It will take 6months of time to oversee the marketing campaign result.	Review after 6 months will provide a better outlook, and increase the number of conversions and customer footprints.	£100 is needed to run a marketing campaign for a short period.
Sale Volume maximizing	Sale manager	Highly proficient sales professionals needed to hire.	2 months needed to initiate new hirings	Review after 2 months and the company is expected to reach the sales volume by 20% in next 2 months.	£150 is needed to conduct the hiring process of the sales professionals.

The impact of globalization has made certain pre-requisite for organizations to increase the production level, and offer high-quality products at a very reasonable price and both to be in an efficient manner. As a result, multi-agent systems (MAS) are more productive when organizations have unique variations that support parameters such as comparative retail prices, excellence, consumer preferences variations, and timely delivery (González-Briones et al. 2018). In addition, an adequate communication system is required to recognize and respond to customers’ requirements, as well as to develop, develop, construct, verify, and bring outstanding products to customers at a minimal price in a limited time frame. It has to be remembered that the deals with a consumer product so, the brand needs to develop their marketing and sales planning to increase their sales and marketing growth of the organization. The efficacy of sales figures is closely dependent on marketing planning, advertisement, and social media campaigning, and also through sales planning. Here Organica Skincare is expected to achieve its sales target by 20% as they allocated funds to certain factors and will be hiring professionals. 

Risk assessment is very much crucial for a start-up and a new business firm must identify the risk and according to that make a contingency plan. Here, for the proposed business plan, there 5 probable risks that are associated with the business.

Firstly, the risk can be the risk of the product. As this is a completely new brand and coming up with an organic product, there can be a potential risk that how the target group will react to those products (Mashudi et al. 2021).

Secondly, the risk that can be creating a hindrance to the growth of the organization is that of market competition risk. as per Porter’s 5 forces analysis done previously, it is evident that several big brands are functioning in the industry so it can be a potential risk.

Thirdly, this risk is associated with the sales execution process. This start-up brand may have lagged due to huge selling competition in the market. This risk will help the organization to understand the customer persona and how to trigger the pain point for selling its brand product.

The goal of a corporation contingency plan is to sustain activities functioning during or after a catastrophe. Organizations can use a contingency plan to recuperate from catastrophes, mitigate risk, prevent negative publicity, and respond to workplace accidents (Wei et al. 2019). Similarly, for this firm, there is certain backup planning for recovering the business from disruption.

Firstly, the business plan identified the risk with the product. To mitigate the risk, the company can start free sampling or BTL activities to make people aware of the brand and gain their trust factor.

Secondly, some brands are dealing with cosmetic products, this brand will position themselves as a skincare brand, not for any cosmetics. The positioning statement has to be triggered to mitigate the risk as by doing this, the organization will create a blue ocean strategy for them where there is no competition.

Thirdly, the organization needs to focus on its advertisement and branding after doing proper R&D to understand the taste and preferences of the target audience and identify the pain points of the customers and according to that take, the selling strategy can prevent the brand from potential risk. 

The marketing strategy of the organic skincare brand, Organica Skincare will be presented through the 4P’s of marketing discussion also stating what are marketing strategies the brand will be taken to expand its business. The 4P’s of marketing stand for Product, Price, Place, and Promotion (Hermiyenti and Wardi 2019). These are the primary factors that decide the brand’s marketing strategies.

Products represent the end product that companies offer to their customers. For analyzing the particular brand, Organica Skincare, the products are mainly for pigmentation and acne removal moisturizer that is mainly made for targeting the customer’s group of middle-aged women and for single nesters. These products are completely made of organic and natural ingredients to serve the customer value to their skin texture.

Price is a cost that the marketers charge the customers for a particular product. The price of the products is the main key factor that decides whether the brand is targeting a niche customers group or the mass market. Here the product range for organic skincare products will vary depending on the quantity of the products. The price range of the product as mentioned earlier is £25.99 for 50ml.

The place is that component that the companies try to place their product in such a way so that customers can get a reminder about the product. The prime goal of the place is to make people aware of the brand. For this particular brand, the product will be available in all the drugstores across the United Kingdom and also on its official websites.

Promotion refers to the promotional activities, peer relations, and advertisements about the products. The prime aim of the product promotion is to make the customer understand the product details and resolved their queries regarding the price of the products. This brand Organica Skincare will promote its brand in certain ways. Firstly, they will promote the brand on their Facebook and Instagram pages to create awareness about the product, and running a Facebook campaign will eventually turn into conversion. They will also apply Google image ads to promote their brands and get higher rankings.

Apart from that they will take certain marketing strategies to promote their brand such as social media marketing strategy, email marketing, and also apply collaborative marketing strategies associated with the social media influencers.

• They will be posting relevant content and running video ads on social media to reach customers and the proper use of the hashtag (#) will be used to get specified reach of the users (Wibowo et al. 2020).
• Email marketing can be considered an option as they can send occasional offers and promotional offers to their customer’s group with a coupon code that will attract the customers in higher numbers.
• Social media influencers are one of the main key points in terms of deciding the marketing strategy of the brand (Nash 2018). Such social media influencers will create buzz about certain products on social media that will attract a greater number of customers. 

As this is a start-up, it will be needing funds for moving forward the business to achieve its entrepreneurial objectives. The start-ups always search for easy swift to promise productivity and here the funding plays a crucial role and makes the difference. In 2019, the amount of money invested in UK start-ups reached an all-time high of £12 billion. In the initial stages of the business, it is a tough task to find the right funding for the business. Here Organica Skincare will be sourcing funding in the below-mentioned ways:

• Government Start-up Loan Scheme:

This is a UK government scheme that was launched in 2012 to enhance and encourage entrepreneurship and this firm, Organica Skincare can raise funds from a Government start-up loan scheme (Hefferan and Fern 2018). This start-up loan is backed by a government personal loan and the loan amount will vary between £500 and £25,000 for expanding the business. The interest rate is fixed at 6% per annum and the repayment time of the loan amount is 1 to 5 years.

• Funding from Small Business Grant:

The firm can have possible fundraising from the small business grants available in the United Kingdom. Innovative UK Smart Grant can be a potential fund-raising institute for the business that offers financial assistance for the operations of the business. Here the interest rate is 0% and the loan amount would be nearly £500,000 (Hornuf, Schmitt and Stenzhorn 2018).

• Venture Capitalist:

Another possible fund-raising option for the firms would be the venture capitalist. These venture capitalists are a kind of investors that provides funding to the small entrepreneurs with high growth potential (Metrick and Yasuda 2021). A venture capitalist often plays a critical role in the firm’s management, often as a collaborator or associate. 

 The financial projection per unit of products of Organica Skincare has been presented in the below chart:

Cash amount required per product
Ingredients or Raw Materials	£8.00
Charges Paid for Suppliers	£2.40
Cost of Packaging	£0.30
Other Marketing Attributes (Instructional Cards)	£0.30
Postage cost	£2.50
Cost price	£12.49
Retail Price	£25.99

The above-mentioned chart has presented the cash that is required per unit of production and for that, the important requirements are Ingredients or Raw Materials, Charges Paid for Suppliers, Cost of Packaging, Other Marketing Attributes (Instructional Cards), and Postage cost. Lastly, the cost price and retail price of the product have been presented and after all the retail price for a 50ml product will be £25.99. 

The management team and company structure (Referring to Figure. 2 in the appendix) have been described extensively. The management and the company structure of the organization will be divided into the lateral company structure. The structure of the organization is divided into different departments to distribute the workflow equally in all the department (Gryshova et al. 2019). The department is described below:

It is one of the subdivisions of the management section and this department is responsible for handling customer queries and bringing the new business deal to the organization. The advantage of this department is to identify the customer’s needs in the market.

This department of Organica Skincare will be responsible for hiring new employees and operates the training and recruitment process of the organization. This department is also responsible for administrating departmental issues (Mo?teanu, Faccia and Cavaliere 2020). The advantage of this department is to increase the talent pool of the organization and improve its productivity of the organization.

This department is considered to be the most important department as it executes the proper procurement of the organization. Coordinating with the suppliers and purchasing the raw materials for the organization. The benefits of the organizations are to find the best quality raw materials and packaging materials for the customers.

The primary responsibility of this department is to inspect the quality of the semi-finished products and also check the products before the shipment. The main purpose of the department is to measure the quality of products for each customer and ensuring the cleanliness of the manufacturing unit (Ihor et al. 2021).

This department is primarily responsible for following and measuring the ISO and GMP’s restrictions to develop, implement and maintain them supervising and managing the operations in the laboratory, and lastly reviewing the quality of the raw materials and packing materials. The prime features of the department are to measure the quality of the raw materials in the end products.                     

This particular department is responsible for assisting to implement the scheduling of the products and also help the manufacturing and processing of the products lastly packaging has been scheduled by this department. The advantage of the department will help the management with the manufacturization of the raw materials and packaging.

This department is responsible for keeping the warehouse clean and maintaining the hygiene factor. Another work of this department is to assist the products shipment process and provide a daily report on the inventory to the authorized department (Obisesan 2021). The usage of this department is to accurately maintain the sanctity and the storage of the warehouse and keep updated with the authorized department.

The above-mentioned management and organizational structure of the proposed business plan for Organica Skincare will ensure that it can maintain the business accurately. 

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