Executive summary

Opportunity
Problem Summary

The primary role of diet is to provide sufficient nutrients to meet the nutritional requirements of an
individual. There is now increasing scientific evidence to support the hypothesis that some foods and
food components have beneficial physiological and psychological effects over and above the provision
of the basic nutrients.
Moreover, as nowadays people tend to be more concern on health conscious, they are
demanding more on functional food (Medina, 2010). Functional foods are foods that have a
potentially positive effect on health. They provide nutrients or others substances to sustain growth or
support vital processes. Moreover, the benefits that they offer may reduce the risk of disease or
promote optimal health (Nelson, 2010).
Yogurt is a classical example of functional food as it contains Pro-biotic bacteria that exert beneficial
effect to the consumer health (Toma & Pokrotnieks, 2006). It has optimal intestinal function and
intestinal microbial balance (Functional foods, 2006). Yogurt is known and consumed in almost all
parts of the world (“Yogurt,” 2011). Moreover, yogurt could be a substitute to ice cream as it has low
sugar, low fat, cholesterol reducing and favourable impact on digestive health (Functional
foods,2006).
I notice that yogurt business is a very profitable business in my country mainly because of it low cost.
This business does not require lots of capital to run the business. Moreover, this kind of business is
very important to me and I need to keep it running. i love yogurt lot when I was a child and back when
I was in china, I believe the kind of business does not only require small capital but it is also very
lucrative and attractive to everyone. The reason why this business of mine needs to exist is because I
notice that yogurt business in my country is down by 60%. According, Chica, 2017. Yogurt business in
Nigeria has depreciated because the producers are not giving their consumers the maximum
enjoyment they derived from the product.

Micky yogurt was born from my love for desserts and finding balance with trying to eat healthier.
Before I started, a lots of frozen yogurt places I had tried were not as healthy as they claimed to be. I
began working to create a recipe that will be clean, healthy and made of real yogurt. I have decided to
start my own brand, what will be launched in near future.

I believe that I am helping my community and humanity at large. Nutreint is very important to the
health of humans, and providing my customers with the basic nutrient they need fot the development
and sustainment of their health has solve lots of their problems.
I will provide that nutrient that their body needs which will make them health and strong.
Yogurt provides almost every nutrient that your body needs. It is especially high in calcium, B vitamins
and trace minerals.
Yogurt, especially the Greek variety, is very high in protein. Protein is helpful for appetite and weight
control.
Yogurt provides probiotics, vitamins and minerals, all of which may boost immune health and prevent
certain illnesses.
Solution Summary
I am very passionate about clean, natural food. That is why at the core of the company was the
intention to do more than just to make profits. The company is to create brand that made real frozen
yogurt with real health benefits. The company believes that the country has come far long and many
people are very label conscious and pay attention to what they put into their mouth. This will be the
revolution we hoped to create, and we are proud to be one of the companies that started the healthy
food movement. There are so many disease caused by the food we eat so, it the duty of the company
to know that the product we are selling was food that will help fight diseases.
The company will focus on chocolate Hazelnut, Micky signature, Greek Yogurt,etc.

Market
our primary target is with the kids from age4-12 years, the main reason is that the company just
recently launched a new product which is just for the kids the new product is called Micky Champions.
The company wants to purse the primary target which is for the kids between the age of 4-12 years
and the secondary target should be the parents of these kid. According to the research done we have
over million kids in Nigeria between the age 4-12. This age group really determine the purchasing
power in the market .
We would like to build Micky brand image among kids ages 5-14 because towards the end of this age
range is when children start to establish themselves as independent buyers. These children will be in
middle to upper class families located in western Nigeria(Lagos,Abuja). They have health conscious
families who are very active. These kids participate in sports and other exercise activities.

Competition
Summarize your key competition. Who will your customers also consider?

The company will have minimal direct competitors in lagos where it commands more than
30%of market share. The other 60% market share is dominated by 2-3 local brands that use
something other than natural and premium ingredients in their yogurt, as they are referred to
as “powder-based yogurt”. Our business concept and marketing approach is also entirely
different than the other stores.
Although, there are not much competitors in the yogurt business in Nigeria, but we still have
few competitor which are different in the way they approach their customers but they are real
competitors who have been in the business for quite for sometimes now and will be a good
competitor to our company. The company competitors includes; Habib Yoghurt, Saharrrah
Yogurt, Bovino Yogurt. If the company do not perform their utmost best, our customers might also
consider them as alternative.

Why Us?

Do you offer the consumer yogurt in a bowl chilled over ice?  Or maybe you offer the same old pre-
packaged yogurt cup which becomes very costly when extras are taken or wasted? Give the consumer
a healthy, exciting new option. The Micky Fresh Yogurt Dispensing System lets the consumer create
and customize their own fresh yogurt parfait while providing your operation better cost control. If
increasing breakfast scores, reducing waste or offering something new and exciting to the consumer is
your objective, than join the hundreds of hotels, universities and others who have switched to the
newest way to serve yogurt. The system has been proven to deliver numerous benefits.
In addition,Our target is to develop quality products complying with international standards,
uncompromising respect of hygienic rules and a permanent goal by offering tasteful products.
Our product has a distinct value proposition. It’s thicker, which makes it have a richer, creamier
texture. With the same amount of calories, it usually has twice the protein, half the sugar, and half
the carbs as regular yogurt.

Expectations

Forecast

The population of Nigeria is currently 208,356,517people (Worldmeter.info). The company will target
the high to middle class population. 14% of Nigeria population is considered middle class, defined as
having an annual income of 100,00-500,000 NAIRA, and 3% of the population is considered high class,
defined as having an annual income of more than 600,000 Naira(NGN). Chobani will first target the
Lagos population, which consists of 23,900,000 people, with 13.2% considered middle class and an
estimated 5% considered high class (McKinsey). They will then move onto targeting Tier 1 cities in
Nigeria, which also includes Abuja, Enugu, Porthacurt, Osun, Oyo and Kano. Overall, Tier 1 cities have
a population of 74,900,000 people with an estimated 14.3% middle class and 4.2% high class. When
considering the factors of the age range of 19-35, Micky yogurt Ltd must multiply the applicable target
market by 24.6% (The World Factbook). Then it must be taken into account that only 32% of the
population surveyed was health oriented. This leaves us with a target market of 18,115,200
consumers in Nigeria, 342,320 consumers in Lagos, and 1,092,153 consumers in Tier 1 cities.

We firmly believe that the health of people and planet are interconnected. Both need to be nourished
and protected. At the same time, the world over, people are reinventing how to eat, drink and
socialize over food. We have defined our long term Goals in line with our ‘One Planet. One Health’
frame of action, and to adequately respond to the challenges and opportunities of the ongoing food
revolution.
Our long term goals is to be able to increase our sales for more than 40% in the next five years
Financial Highlights by Year

Financing Needed

Opportunity
Problem & Solution
Problem Worth Solving
INSTRUCTIONS: Write a little more detail than you provided in the Executive Summary about the
problem you are solving. What do your customers need? Do they need a better product, a cheaper
product, or just a store in a better location? Describe why customers will want to buy from you.
Micky Yogurt is yogurt producing company and also offers a self-service retail yogurt
shop concept and has long-term presence plans in the Nigeria market, such as Lagos
market, including Abuja, Kano, Port harcourt and Osun state. Along with existing
investment capital and an extensive industry expertise, the founding members of
Micky Yogurt are passionate about making our yogurt concept a phenomenal success
in the State of Lagos beginning with our corporate presence in Abuja, Lagos.
Immediately Micky Yogurt is looking to bring Frozen Yogurt Desserts to the Lagos
market where the concept of self-service and its unique product lines are currently in
the beginning stage of market penetration. Also, when it comes to business
wise, my products should not be too expensive considering the fact that
the company will face and is facing lots of competitors in the yogurt
business. Considering, the hefty competitions, I think that the needs a
better store locations in order to bring our products nearer to people. In
every street and places, the company must find a good spot that will fit in
to the community.
The company’s initial offerings will be a self-service store where the customer can
choose from a large variety of flavors and toppings. Through selective marketing we
intend to create a loyal customer base that will see the company as a high-class, yet
affordable Frozen Yogurt Shop with a quality product offerings.
What my customers needs are the protein that can help them to maintain
the muscle they have, while also helping to build new muscle they may
want and need. As a bonus, my products will help them feel full longer,
which can help them maintain a healthy weight.
Besides, from fighting off the common cold to helping people lose
weight, the benefits of yogurt makes it one of their body's best
friends.
I believe that those who wants my products wants only the best and
nothing less than the best for them. They need a good quality yogurt what
is rich with vitamins and nutrients.

I am very optimistic, that lots of people we approach us and buy our yogurt
product because, our yogurts contain live and active cultures, which help
convert milk to yogurt, enhance flavor and promote the introduction of
good bacteria in our gut.
We are fully hoping that the company first year will will reach sales will reach
approximately ₦40,000, and will climb to over
₦70,000 by the end of the second year. According to our market research, these sales
should be realistically attainable by even a start-up Frozen Yogurt Store. Our overall
financial model is
conservative and it emphasizes long-term opportunities in the current local market.

Our Solution
INSTRUCTIONS: Provide additional detail, beyond what you wrote in the Executive Summary, about
your product or service. What is unique and special about your company that’s going to set it apart
from the competition?

What makes Micky Yogurt different from other yogurt company is that we will sell only
premium fresh-made frozen yogurt. Our Frozen yogurt is a natural and wholesome frozen
dairy and non-dairy product. It differs from ice cream and gelato in taste, texture and health
benefits.
Customers can choose their own flavors of frozen yogurt through self-serve (original tart,
vanilla, chocolate, strawberry, mango, peach, pomegranate, raspberry, blueberry and many
more) and then choose their own toppings (over 50 toppings offered daily). They can enjoy
their desserts in a relaxing atmosphere or, take it home, or to their office.
Also, what makes us unique from the rest is that in Nigeria we
will be the first to the self-serve system, allowing customers to
operate the yogurt machines and create unique flavor and topping
combinations, while paying by the ounce for exactly what they
wanted. Starting with something unique, will surely gained
significant customer interest.

Target Market
Market Size & Segments
INSTRUCTIONS: Describe your key customers – who they are and what their key attributes are. If your
company is targeting multiple customer groups (also called ‘segments’), describe each group here. If
you can, include details about how many people are in each segment and how large the total market
is.

Our main goal is to provide healthy, delicious as well as economical frozen

yogurts to our customers. Our business target is to become the best and the
most visited frozen yogurt restaurant in Nigeria within the next 2 years of our
launch.
The detailed marketing segmentation comprising of the company’s target
audience is as follows:

5.2.1 Local Residents: The first and the most numerous group of our
customers will be the community residing in the vicinity of our shops and retail
outlet. The variety of flavors and toppings provide everyone the taste he/she
wants. We expect all the children, teens, young, adults and old who live near
us to come to our restaurant and find the taste which they want. Once they
are in, our terrific atmosphere and savory desserts will compel them to come
again.

The residents will also avail our catering services whenever they arrange a
small event or party. To gain and maintain customers from this major
category, we’ll initially provide different promotional packages.

5.2.2 Working Class: The second category includes the workers and

employees who work in the businesses or offices located in the vicinity of our
shops. Most of these workers live singly and consult to the nearest shops
whenever they want to eat something changed. Their budget and income will
allow them to enjoy our services of both dine in the lodging, and take away
the package if they are in a hurry.

5.2.3 Passers-by & Tourists: As Lagos and Port harcourt and Abuja are the
center of many economical businesses and music auditoriums so it will be
filled up by the tourists and passer-by not only during the day but also at night.
So, the third category includes those people who do not live or work near our
shops and retail outlet but have come to the area for any business purpose,
commercial activity or tourism. On seeing the elegance of our company and
retail outlet and the activity inside, the exhausted passers-by will surely enjoy
our delicious serving yogurt for a short stay.

The detailed market analysis of our potential customers is given in the

following table
Business Target
Our business target is to become the most famous and the most visited frozen yogurt restaurant in
the whole Nigeria. We aim at balancing the costs of our startup and promotional investments with the
profit earned just within the two years of our launch.
Product Pricing
Our product pricing is nearly the same as that of our competitors and is reasonable, but we guarantee
all our customers that we will have the best quality products and fresh topping eatables all the time at
our lodging. Our strategy of selling services and products is explained here:
We’ll offer three sized frozen yogurt cups i.e. small, medium and large in of course varying prices.
We’ll have some extra charges for the toppings, after paying the price the customer will be free to
add as much material to his fro-yo as he can, or as he wants.

Competition
Current Alternatives
INSTRUCTIONS: Describe your current competition. What products and services are people using
instead of yours?

Micky Yogurt will have minimal direct competitors in the Osun state area where it will
commands more than 70% of market share because yogurt business in not that popular in that
area. The other 30% market share is dominated by 2-3 local brands that use something other
than natural and premium ingredients in their yogurt, as they are referred to as “powder-based
yogurt”.

Although, we should also be worried about other substitue product of yogurt like ice cream,
sandwish, milk cream, soya milk,etc. All this products items are also a competitors to the
company and not only to the company but to all yogurt companies.
This products listed above are our indirect competitors that consumers go for to buy, if they
do not feel like eating or licking yogurt.
Our Advantages
Our most important competitive edge is our ultra-premium quality of product offerings along
with a selfserve approach, the combination of which is not available in Nigeria market.
Our goal is to maintain product consistency so that every time a customer comes into our
store, they receive the same high quality, great tasting frozen treat. However consumers will
only know how great our products are when they come in and sample them!
Once a customer has walked in the door of our shop, he or she has probably already decided
to purchase a dessert.
However, the ambience, clarity of signage, quality of service, and product quality determine
whether that choice will be repeated. Our marketing strategy is focused on the first task of
getting our customers in the door, any way we can. Our sales strategy is focused on making
their experience so enjoyable that they return again and again, bringing friends and relatives
with them.
Micky Yogurt has two competitive edges:
• Ultra-premium, natural no/low fat, no/low sugar and low calorie frozen desserts;
• Self-serve to mix and match to the customer’s liking.
Both of these selling points will help us to achieve our overall goals of a steady customer base
with repeat sales. Our focus on personalized attention to our customers, and involvement in
local events and clubs, will set us apart from our competition.
Our business concept and marketing approach is also entirely different than the other stores.

Execution
Marketing & Sales

Marketing Plan
Micky Yogurt will use multiple methods to approach its target markets. Since our most
difficult task will be attracting customers for that first tasting, we have a two-tiered approach.
First, an elaborate social media based marketing campaign to create customer awareness and
generate trial. This will include free sampling and deep discount coupons at our “Grand
Opening”. The initial cost of this offer will be more than offset by repeat sales. After this
initial campaign, our marketing strategy will focus on our two target markets separately.
For 18-35 year olds, we will be doing a mass mailing targeting the residents in the community
by their demographics. To reach the families more effectively, we plan to sponsor events and
help out with local schools and after-school activities. Such plans include: sponsoring a little
league team by offering a regular fundraising event such as tasting and tour of the shop to
elementary/middle/high school students as well as all the daycare center teachers/ children;
and giving coupons and promotional information to the
after-school activity centers and events to bring their families in.
Also included in the marketing plan is to give back to the school district either directly or
through Parent Teacher Associations and Foundations
based on the revenue from each school. All of these marketing campaigns will be
supplemented by ongoing brand awareness campaigns, with
advertisements in the local paper, interviews with the college newspaper and fliers posted at
popular local events. We will highlight our community service involvements as part of our
“good neighbor’ approach to doing business in this area.
Sales Plan

In addition, to what is mentioned above. The company will also add the
following strategy to bring more awareness of our products to the our
customers and loved ones.

 We’ll offer free products in the first three days of the launch.
 We’ll send the packs of our frozen yogurts to the offices near us on the
day of inauguration
 We’ll send letters to the residential community near us with a pack of
three frozen yogurts on the day of inauguration
 We’ll offer 25% discount on our products on Tuesdays
 We’ll advertise us through social media and our website

Sales Forecast
We believe that if people try our delicious and healthy fro-yo, they will then eat
them for the rest of their lives. That’s why we have forecasted our sales
pattern to increase with years. Our experts have forecasted the following
sales on a yearly basis which are summarized in the column charts.
Operations
Locations & Facilities

The company headquarter will be in Lagos which is the centre for business,
economy and commercial in Nigeria, while also we will have our branch in
Abuja, which is the capital of Nigeria. Furthermore, our self retail services will
be located in 28 states out of 36 states in Nigeria.
Our location in lagos, Abuja and other outlet will be in a crowded environment or cities. Which will
offer us more space to rech out to more people,and the company is planing to have big customer
base.

Technology
INSTRUCTIONS: Describe any important software, hardware, or other information technology that you
use now or plan to use later to operate your business. That might include a point-of-sale system to
take payments, an e-commerce engine for your website, a CRM solution for managing your pipeline,
marketing tools for generating leads, and so on. 

The main ingredient in yogurt is milk. The type of milk used depends on the type of
yogurt – whole milk for full fat yogurt, lowfat milk for lowfat yogurt, and skim milk for
nonfat yogurt. Other dairy ingredients are allowed in yogurt to adjust the composition,
such as cream to adjust the fat content, and nonfat dry milk to adjust the solids content.
The solids content of yogurt is often adjusted above the 8.25% minimum to provide a
better body and texture to the finished yogurt. The CFR contains a list of the permissible
dairy ingredients for yogurt.

Also, we make use of an app, that is just like;Paypal, bank card, We- chat. This kind of app is used
in by our consumers that needs our products. This app listed above are very popular in Nigeria
and very most people use it. Although, to to some religions believe some still uses cash as a
means of payment. The company also allows all forms of payment including cash and bank
transfer.
The company is also considering bringing our product right to the door step of our consumers. In
doing that people can order for our product through our websites or through an app called Konga.
Konga is just like Ali baba. People can buy or purchase producers product through the app. In my
country Konga is very popular and it also an instrument that will be used my the company.

will consist primarily of supplies related to serving [Micky

Besides our retail outlet
Yogurt] products. These consist of cups, cones, and spoons, as well as storage bins for
the product in the display freezers. Additionally, the company will maintain a 3-day
supply of its frozen yogurt products in order to ensure customer satisfaction metrics
are maintained. Because our retail outlet is our own is local, these inventories can be
replenished twice weekly.

Equipment & Tools

As we all know that Yogurt is a derivative product of milk. As like cheese,

yogurt is a traditional and ancient way for storing and preserving milk. 
Nowadays yogurt is mixed with flavorings, fruits, nuts, cereal and other
ingredients. In the last 50 years, yogurt has become a very popular product
for the consumer market. Today the choices available in the market for yogurt
have greatly increased,and our company will try to produce a good yogurt
quality with low fat yogurt, non fat yogurt, bio yogurt, drinking yogurt, frozen
yogurt, baby yogurt, etc. The yogurt packaging and marketing has become a
key part of the yogurt selling strategy.
Some of the equipment used by our company to produces durable quality
yogurt includes:

 Milk reception units: Cows are milked daily, hence milk is delivered daily to the
dairies by refrigerated.

 Homogenizers: process of reducing a substance, such as the fat

globules in milk, to extremely small particles and distributing it
uniformly throughout a fluid, such as milk. The process involves
forcing the milk through small openings under high pressure,
thus breaking up the fat globules.

 Pasteurizers: A typical pasteurizer is completely automatic. You

pour milk in one end and it flows between a set of heating
pipes or plates for a set period of time (long enough to kill off
most of the harmful bacteria), then between a set of cooling
pipes, before emerging from an outlet pipe into the bottles
 mixing units: Inside any operating mixing vessel, there are
always some of the unit operations(a chemical engineering
term) such as reaction, mixing, dispersion (suspension),
solution, precipitation, heat transfer, extraction, evaporation,
and distillation.
 CIP and SIP
 Filling and sealing machines
 Packaging machines
 Palletizers, etc.

Milestones & Metrics

Milestones Table
Milestone Due Date Who’s Responsible

Q1 plan vs. Apr 28,

Owners
actual review 2020
Q2 plan vs. July 21,
Owners
actual review 2020
Location Sept 15,
Owners
selected 2020
Q3 plan vs. Oct 11,
Ownership
actual review 2020
Location Oct 14,
contracted 2020
Ready to Dec 15,
Owners
launch 2020
Annual plan Jan 17,
Ownership
review 2021
When it comes to frozen yogurt, there is indeed a wide range of available customers.
In essence, our target market can’t be restricted to just a group of people, but all
those who love frozen yogurts and those who would want to try it out.
In view of that, we have conducted our market research and we have ideas of what
our target market would be expecting from us. We are in business to engage in
wholesale distribution and to retail a wide range of frozen yogurt flavors to the
following groups of people;

 Households
 Children
 Corporate Executives
 Government Officials
 Business People
 Celebrities
 Military Men and Women
 Sports Men and Women
 Students
 Tourists
 Everyone who resides in our target locations.

Our primary market target is a health-conscience consumer 19-50 years of age looking for a
quick, nutritious breakfast, snack, or guilt-free dessert. Our consumers may include couples,
working singles, students, and families with kids.
Based on the 2014 Hartman Group Research on grocery shopper trends, the role of primary
shopper in modern households is now shared between men and women. Men now constitute
43% of primary household shoppers. For decades, women had most of grocery shopping
responsibility.
To leverage these new shopping habits, our market target includes both genders.
While the largest segment of the refrigerated snack category – yogurt – is still strong and
growing, consumers are looking for healthy, plant-based alternatives that are high in nutrients,
less processed, “free-from” allergens (e.g., dairy- and wheat-free, non-GMO), and conveniently
packaged.
As the shift to consume snacks with meals – as well as between meals – takes hold, the market
expansion of better-for-you snack products will continue to grow, particularly as younger
generations (19-50 years) have a positive attitude toward snacking and a desire to eat more
healthfully (see Figure 1). Millennials (19-33 years) are taking an active stance towards their
health and are more focused on community, social issues, and humane treatment of animals
than their older counterparts.
According to the Hartman Group, they are significantly more likely to opt for foods made with
natural ingredients and that are labeled non-GMO, organic, allergen-free, and locally grown or
manufactured. The research also indicates that compared to Boomers (51-68 years), Millennials
are strongly influenced by foods with “better-for-you” claims. They are more likely than other
generations to pay attention to packaging that calls out organic, allergens, certifications, and the
“back story” or narrative about the company and/or the product.
Secondary Market
Our secondary target includes institutions such as hospitals, schools, colleges, and universities.
These
institutions have a steady demand for conveniently packaged, single-serving snack products.
Moreover, 550 hospitals and medical centers nation-wide have signed the Healthy Food in
Health Care
Pledge since it was launched in 2006. The pledge signifies an institutional commitment to serve
local,
nutritious, sustainable foods in patient meals and hospital cafeterias.
In Washington state, the Physicians for Social Responsibility also have asked medical institutions
to:
• Purchase Organic, Food Alliance, Salmon Safe, and Fair Trade certified foods.
• Support local farmers.
• Seek sustainable product lines and encourage innovation.
On campuses, college students are demanding high-quality, nutritious meals and snacks. College
cafeterias are now offering vegan/vegetarian entrees and allergen-free foods to meet the needs
of
students with alternated food preferences and food intolerance. Campus dining operations are
supporting local agriculture, purchasing sustainably farmed meat and fish, using eco-friendly
food
containers, and composting food waste.