ORGANI

C FOOD
TRACING
Milestone 1
Who we are
Name of your Venture: OrgoTrace
Why ?
Explain why do you want to pursue this Business Idea.

"We're pursuing this idea because it meets a critical need for transparency in organic
food sourcing, builds trust, taps into a growing market, ensures compliance, and
aligns with our passion for seeing a healthy generations upcoming .

What ?
Provide a brief on what does your venture do.

Our project helps track organic food from the farm where it’s
grown to the store where you buy it. It makes sure the food is really organic
and safe to eat. This way, you can know where your food comes from and be sure
it's good for you and the environment

How ?
Explain how your venture solves the problem and make its revenue.
1. Problem Solving: "Our project helps solve a big problem in the food industry.
People want to know if their organic food is really organic, and if it's safe to eat.
We use computers and special technology to make sure the food is healthy and
comes from good farms."
2.Making Money: "To keep our project going and help more people, we also make some money.
We do this by charging the farmers and companies who use our system. They pay us
because our system helps them sell more organic food, and it helps them follow the rules
3.Helping Everyone: "In the end, our project helps the farmers, the people who make food,
and the people who eat it. It's like a win-win-win!"
Problem/Opportunity
CONTEXT PROBLEM ALTERNATIVES
When does the problem occur? What is the root cause of the problem? What do customers do now to fix the problem?

->Misrepresentation of conventional products as ->The root cause of many problems in the organic food Customers are currently addressing the issue by
organic, undermining trust in organic labels. industry is the lack of effective monitoring and seeking transparency, supporting trusted brands,
->Cross-contamination with non-organic products enforcement of organic certification standards sharing information online, advocating for stricter
during processing, storage, or transportation. throughout the supply chain. This leads to regulations, and making conscious, informed purchasing
->Lack of transparency in the supply chain makes it opportunities for fraud, mislabeling, and decisions in the organic food industry.
difficult to trace the origin of organic products. contamination, eroding trust in the authenticity of
organic products.

CUSTOMERS EMOTIONAL IMPACT ALTERNATIVE SHORTCOMINGS

Who has the problem most often? How does the customer feel? What are the disadvantages of the alternatives?
Limited Accessibility
farmers, distributors and consumers Many customers express concern about pesticide use Complexity
in non-organic produce, highlighting worries about the Greenwashing
health risks associated with pesticides in inorganic Higher Costs
food products Lack of Enforcement
QUANTIFIABLE IMPACT
What is the measurable impact (include
3 units)?
Health Impact: 20-30%
Environmental Impact:15-20%
Economic Impact:30-45%
Social Impact:10-15%
Problem Interviews And Surveys Results Place your
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• How many customers did you interview?

->10

• What was the interview mode?

->Interactive-offline

• How many of them agree this is a problem and wants a

solution?
->7

• How many of them said they don't need a new solution?

->3
Market Size Estimation Place your
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How to calculate market size?

TAM
1. Start with Total Addressable market- ->$100million

TAM refers to the total market demand for a product or service.

If you’re entering a pre-existing space (like small business banking) you can research it and
SAM provide credible sources or reference points on how you arrived at the TAM. If you’re creating
a new product or space (like Slack), you can estimate the number of customers that would
want your product and approximate how much you could charge them.

. 2. Take your target market (SAM), within that TAM, which varies depending on geography
and other logistical factors. Determine the penetration potential of your target market. This is
the portion of the market you can reasonably compete with………$45million…………………..
SOM 3.By conducting research with existing competitors, distributors etc., understand the likely
penetration rate………23%………….

4. Multiply target market by penetration rate to find your market size……………

$10.35million…….

Sources: ……
Customer Persona
Personality trait Personality trait Personality trait
Motivations
Goals
Ensure Authenticity
Support for Local Prouducers
Health and Wellness

Frustrations
Time constraints
Ethos
Information Overloaded
verification
Age: 24
Occupation: Software Engineer
Location: Hyderabad
Bio
Soumya is a health conscious women who is trying to keep her
energy levels up and maintain good health and maintain a
Personality
proper balanced diet while taking care of the environment
 Place your

Value Proposition Canvas .

logo here

I would LOVE it if:

What do you offer that makes the customers happy? ? What would make the customer happy?
1. Transparency in supply chain .The services we offer make the customer happy.
2. Smart Packaging
3. Blockchain-based certification
4. Consumer Crowdsourced Data

What is the product or service that you are I would WANT:

offering?
The product or service that you are offering is GAIN CREATORS GAINS What do the clients do (actions) when facing
Organic food tracing. FIT the problem?
PRODUCT/ The consult a docter when they face the
SERVICE JOBS problem

PAIN KILLERS PAINS

I would HATE it if:

Which features of your offering relieve the
customer's pains? What are the pains of the clients when facing the
Transparency in supply chain, Smart Packaging etc.. problem?
The client or the custmers are having health issues and our
product help them.

Demonstrate the fit between what

you are offering and why people buy it. You
must build on solution (products & service)
that match their needs ( pains & gains).
Solution Place your
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Describe your Solution: List the Benefits of Your solutions

We offer ………………………………………… 1. easy to trace the origin and journey
The details of our offering consist of: of organic products.
1. Transparency in supply chain 2. smart packaging with embedded
2. Smart Packaging sensors or QR codes that provide real-
3. Blockchain-based certification time information about the product's
4. Consumer Crowdsourced Data journey, including temperature,
humidity, and handling conditions
3. certifying bodies issue digital
certificates
4. consumers upload photos,
comments, and reviews related to the
organic products they purchase
Competition Analysis Place your
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Benefits Competitor 1 Competitor 2 Competitor 3 Competitor 4 Your Venture

Product Organic fruits and Certified organic products Organic food products Organic produce Organic food items
vegetables

Price Competitive pricing Premium pricing Moderate pricing Competitive pricing Competitive pricing

Branding channels Online and select local Nationwide retail stores Online and local farmers Nationwide retail stores Online and local farmers
stores markets markets

Packaging Eco-friendly packaging Eco-friendly packaging Eco-friendly packaging Eco-friendly packaging Eco-friendly packaging

Market reviews Positive customer Mixed customer reviews, Positive customer Mostly positive customer Positive customer
reviews, some complaints praise for quality, reviews, focus on local reviews, occasional reviews, focus on
about delivery concerns about price and sustainable sourcing quality issues transparency

UVP Strong investor backing Self-funded and Small-scale operation, Funded through grants Seeking angel investors
profitable seeking investors and local support

Add more as required Customer Support Supply Chain Sustainability Initiatives

Mobile App Transparency
Data Security
Lean Canvas Place your
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SOLUTION
PROBLEM • A blockchain-based UNFAIR ADVANTAGE
• Lack of transparency in organic food tracing • Exclusive
the organic food supply system UNIQUE VALUE partnerships with key
• Mobile app for organic producers. CUSTOMER SEGMENTS
chain PROPOSITION Business Model (Explain with a process diagram)
consumers to verify • Strong industry • Organic food producers
• Difficulty in verifying Unparalleled transparency • Data Acquisition
product authenticity relationships and • Retailers and distributors
the authenticity of in the organic food supply
endorsements • Informed consumers who
organic products chain • Blockchain Integration
value food transparency..
• Concerns about the Consumer empowerment
origin and quality of through product CHANNELS • Tracing
• Online marketing and
organic food. verification
KEY METRICS social media EARLY ADOPTERS • Consumer App
• Number of organic • Partnerships with
EXISTING ALTERNATIVES
products traced organic food retailers. • Progressive organic
• Competing organic food HIGH-LEVEL CONCEPT • Product Verification
• Customer acquisition • Direct sales through farms seeking to
tracing services.
cost (CAC). the mobile app. differentiate • Marketing and Partnerships
• Traditional certification Organic Food Tracing
• Customer retention • Tech-savvy organic food
agencies through Blockchain and
rate retailers. • Customer Acquisition
• Consumer reliance on Mobile App
labels and trust in
retailers • Customer Retention

• Feedback Loop
COST STRUCTURE
• Development and maintenance of the tracing platform REVENUE STREAMS • Profit Generation
• Data acquisition and storage costs • Subscription fees for producers/retailers
• Marketing and customer acquisition expenses. • Transaction fees for each traced product.
• In-app advertising and promotions.
MVP Place your
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• Provide Full product/service description

• Insert a picture of the prototype
• Provide video link of the working prototype, if any
• Share screenshots of website ( Landing page, testimony etc.,). If the venture is in any
online business, it must definitely showcase a functional website.
• Share website link (If the venture is in any online business, it must definitely showcase a functional
website.)
• Share App link
• Description of how the product will work and steps the customer will follow
• Any other information
MVP Validation
What is your MVP:A basic version of the organic food tracing mobile app.
Conclusion:
Test Details: Persevere: : The commitment, determination, and resilience
required in the fashion industry
Pivot::to describe a strategic shift in direction or a change in a
How long will we test this MVP?:Test for 3 months to gather sufficient data and feedback company's business model or product offering

Who is our target audience for the test? How many of them?: Informed consumers interested in
organic food. - Number: 500 users.
How will we get to that audience?: Online marketing, social media, and partnerships with organic
retailers.
Results of Test:
Realizations / Insights: Consumers value organic food transparency.
Did enough customers buy? Why or why not? : 350 customers bought the app during the test Price sensitivity exists; discounts may be necessary.
period. - Positive feedback and word-of-mouth recommendations encouraged purchases. Scale the app and expand to new markets

Did customers pay the price we expected? Why or why not?: - Some customers paid the
expected price. - Others expected a lower price, leading to discount offers.
Next Steps: Scale the app and expand to new markets.
Improve user experience based on feedback.
Did customers come back to our product or show interest in doing so? Why or
Explore additional revenue streams.
why not? : 65% of customers continued to use the app for product tracing. - High
user engagement and satisfaction.

Did customers recommend our product to others or evangelize about

it? Why or why not? 80% of satisfied customers recommended the app to
friends and family. - Trust in product transparency led to evangelism.
Sales Plan Place your
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Customer Sales Funnel
TARGET MARKET:
Organic foodproducers (Farmers) Customer Acquisition Plan
Organic food retailers (Grocery Stores) 1 2 3 4 5

Target Customer Target Customer Channels to be used to Estimated number of Estimated cost to
LEADS: Segment (Type) Segment (Number) attract the target leads convert these leads to
Organic food producers' customer segment actual customers
associations
Organic food retail and
social media associations.
Organic Food Direct outreach to 1000 $15,000
Producers (Farmers) producer associations
OPPORTUNITIES/
Industry-specific trade
PROSPECTS:
500 shows and events
Producers interested in Social media advertising
tracing solutions and organic food forums
CUSTOMER:
Organic food Organic Food 200 Partnerships with 300
producers and Retailers (Grocery retailers' associations
Stores) Online marketing and
retailers
advertising. $10,000
Trade publications and
industry events

Ensure that the target market numbers are aligned with market
sizing . The sales funnel is for one year
 Go-to-Market Strategy Place your
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• Ensure that you have active social media presence on multiple platforms –
Facebook, LinkedIn, Instagram, Twitter, and others.
• Show your branding video. Ensure that it:
• Is crisp and engaging
• Clearly explains the brand, the venture, its target customers, and unique value
proposition.
• Show your Positioning Statement. Ensure that it clearly states what your product is
and what value it brings to the customer
• Action plan to reach your sales/customer target for the next one year.
• Show your Sales & Distribution model, clearly listing down your channels for both
sales and distribution.

Note: You may use any other template of your choice to pitch for your venture as long as
you cover all information being sought here.
 Forecast P&L
Profit and loss forecast
JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC Totals

Sales Place your

Cash sales 5400 4500 49000 45000 54000 24000 21000 20000 15750 18750 19850 34000 logo here
Collections from accounts receivable 4500 5000 6000 4500 5000 5500 3500 4500 4500 5400 4500 5000
Other cash receipts 6500 4500 35000 3000 5000 5500 2500 6500 6000 3400 4500 5000
Total Sales 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

COGS
Cost of goods sold 11050 11050 11050 11050 11050 11050 11050 11050 11050 11050 11050 11050 0.00
Gross profit 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

Operating Expenses
Salaries and Consultant Fees 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Marketing and Promotion 1400 1400 1600 2000 2500 1500 2000 2500 1200 1800 1700 600 0.00

Utilities (Electricity etc.) 300 600 400 800 900 700 500 1100 1300 900 600 800 0.00

Transportation (Shipping, Courier, Taxis1200

etc.) 1200 1200 1200 12000 1200 1200 1200 1200 1200 1200 1200 0.00

Office Supplies 300 300 300 300 300 300 300 300 300 300 300 300 0.00

Repairs and Maintenance 800 700 1200 1400 1000 800 700 1000 900 600 800 700 0.00

Office Supplies 1450 1450 1450 1450 1450 1450 1450 1450 1450 1450 1450 1450 0.00

Misc. Expenses 1500 1900 1750 1890 1960 1622 2216 1680 2230 1236 4560 3240 0.00

Interest on Loan 2000 1622 2001 1500 1600 2001 2010 3000 2000 1600 2030 2216
Loss, Theft, Wastage 300 200 400 200 300 600 500 200 300 300 200 200 0.00
Total Expenses 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00

Result
Net Profit/Loss 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Gross profit margin
24500 23000 22000 25000 23000 22000 21000 23000 24500 22600 16200 23000
Net profit margin
25000 34000 45000 35000 40000 25000 56000 34000 25000 43000 35000 22000
Explanation:

Insert the link of your Financial template

Financial Projections Place your
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Year 1 Year 2 Year 3 Year 4 Year 5 Number of existing shares 6

Number of sales 90 270 350 450 780 amount to be invested 1500000
Value of each sale (Contribution 2000 2500 2300 2500 3000 earnings after 5 years 25000000
Total Revenue 700 3000 16000 22000 35000 P/E ratio 4/3
Capital costs Discount rate 25%
Land and Buildings 3000 6000 12000 24000 36000 Number of years 4
Equipment 3000 3500 4000 4500 5000
Product Development costs 200 400 1200 2500 3000
Others 8000 14200 16200 18000 22000
Total 9000 12000 16000 22000 27000 Estimated terminal value 12%
Expenses (Annual)
Salaries 1200 1600 10000 12000 15000 Present value 1200
1400 2000 2500 16000 22000
Marketing and Promotion

Utilities (Electricity etc.) 600 1200 1500 1600 2200

Requiredownershippercentage95%
Transportation (Shipping, Courier, Taxis etc.) 850 900 1200 1300 1600 NOofsharesNeededbyInvestor 30%
Office Supplies 300 600 1200 1600 2200

Repairs and Maintenance 1500 2500 3500 4200 5000 Share price 50K
Office Supplies 300 800 1600 2200 2800

Misc. Expenses 2400 8000 12000 22000 25000

Earnings (EBDITA) 12000 9000 18000 22000 16000

Unit Economics
Unit Economics Year ……..
CAC
P & L/ unit Year ….. $300
Revenue CLV $22000
$43.00 ARPU $200
COGS
$38.03
Gross Profit $20.89
Gross Profit Margin $45.15%
Operating Costs $110.89
Operating Profit $90
The above is the Unit Economics for year 1 (year ……). Refer to P&L statement for year 1 in slide 16.
Assumptions (Year……..)

​Terms Explanation (For the actual calculations, refer to the Financial Plan Excel sheet link)​
CAC​ (Cost of Sales + Cost of Marketing ) / Number of new customers acquired (in currency terms)​
CLV Average purchase value x Average purchase frequency x Average Customer Lifespan x Gross Margin
ARPU​ Total revenue in specific period/Total number of customers during the same period (in currency terms)​
GROSS PROFIT​ Gross Profit per unit of organic food tracing service. (Refer to P&L for Year 1)
OPERATING COSTS Operating Costs per unit of organic food tracing service. (Refer to P&L for Year 1)
OPERATING PROFIT Operating Profit per unit of organic food tracing service. (Refer to P&L for Year 1)

CHURN RATE
The rate at which customers stop using the service.
an Place your
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e next level of the venture?

d Tracing would need to raise at least $100,000 in order to reach its next level of
Funds utilization strategy (Details)
not, why ?
• Technology Infrastructure (40%)
d .Because still we are at developing idea and prototyping stage • Data Security and Private Measures(20%)
sociated with developing the platform, technology infrastructure, and any
• Operational Expenses (15%)
• Training and Education(15%)
day-to-day operations, marketing, and other ongoing expenses. • Talent Acquisition (15%)
entify the essential features needed for an initial launch, allowing you to start • Contingency and Reserves (5%)
• Scalability and Expansion(10%)
w quickly the platform can generate revenue and become self-sustaining.

not, why?

m requires advanced features, a robust technology stack, or a high level of

needed to cover development costs.
Team Composition
Place your
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Team member 4
Team member 1 Team member 2 Team member 3

Picture Picture
Picture

m lead

TEAM LEAD TEAM MEMBER TEAM MEMEDER TEAM MEMBER

Key Strengths and abilities: Key Strengths and abilities Key Strengths and abilities : Key Strengths and abilities :
I have good written and I am an active listener and I am good at communication I am good at Self-management
communication skills which fast learner with help me to and have a creative mindset And active learning which I
help to work closely with Work affectively and interested to learn new consider as my strengths.
team member. things.
Thank You!