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MARKET   SECTOR SWOT   ANALYSIS    OPERATIONS    MARKETING

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Consumers  are becoming more    conscious  and aware of  the   products  they  buy and  the  impact it    has   on  the   environment.

As a  result, there  has been an    increase in  Veganism, from  eating    habits  to fashion to  skincare    products,  consumer  preference  for    vegan   products is increasing.  Personal  health, animal    welfare,  and  the environment have all  contributed to    an   increase in   plan-based products.

Many celebrities  and  famous   bloggers have been promoting  the    benefits  of veganism and how it    benefits  their lifestyle through   social   media platforms.

Another influential factor  is  the    documentaries  and series    available   on   Netflix,  Amazon Prime,  and YouTube, some of  which    not   only  demonstrate   the  benefits  of    veganism but also  the cruelty    inflicted  on animals, as  well  as  the   harm  done to the  environment and    our   health.

This  business plan provides an    overview of  current  market    conditions   and   drivers,   which   served   as  the foundation for   the    development  of  this  new  website,    VE-CONSCIOUS,  as  well  as an    insight into  the costs,  materials, and    labour required   for  project start-up, and also a  forecast  of  cash    flow   statements.

VE-CONSCIOUS  is a platform  for    the conscious   consumer. A  conscious consumer  is aware of    the  ingredients in  their  product, as    well  as  the  impact  their  purchasing    habits have on  the  industry,  the   environment,   and  their   own   health.

As   a  result, this website will  include    a variety of vegan products, along    with  a blog  with  beauty  tips,  vegan    lifestyle,  DIY  tutorials  on how  to   make homemade vegan skincare    products at a  reasonable  price, and    more.

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To make  the  experience   easier  for   the consumer,   the   products used   in   the tutorials   will   be  listed   below,   along    with   their  availability in  the  nearest store. Customers  in   the United  Kingdom and   parts   of  Europe    will  be able  to  access  the website. VE-CONSCIOUS   will   collaborate   with  vegan   and    cruelty-free  skincare brands, as  well  as vegan skin-specialists and you-tubers   to  guide   and assist   with    the   VE-BLOG. It is a   growing industry;   according  to   Market Research    Futures,   there will  be a 6.1 percent increase in cruelty-free   cosmetics,   and  Google   h   highlighted  that   searches on  the term  have grown   by 83 percent in  the    US over a year,  with terms  such as ‘vegan soap,’    ‘vegan skincare,’ ‘vegan  lotion,’  and more  trending   online.   (WGSN)

VE-CONSCIOUS  is   a platform  for   conscious    consumers   looking   for  vegan   skincare products.   The    website  includes a variety of vegan and   cruelty-free   products, as  well   as  the  ingredients;   customers   will   be able   to  purchase   the  products  through   the   website    and/or allocate  the desired   product available in  the   nearest   store. It also has   an active   blog  where   customers   can   discuss    and educate one another on a variety of  topics.The   blog   also  features  a variety of vegan  lifestyle, home-made vegan skin  care   tutorials,  and other  tips    from   reputable   sources   and   skincare   specialists   teach-    ing  consumers  how   to  make vegan skincare   products    at   home on a budget.

Veganism   is   a   way   of   lifestyle   which   is   beneficial   for   personal health,   environment and   animal   welfare.   The   blog    also   includes   articles   and   videos   about   the   vegan   lifestyle   and  the   benefits   that   come   with  it   including   good   mental   and    physical   health. As a   result,   VE-CONSCIOUS   will   educate  consumers   on   the    benefits  of   vegan skincare   products  while   also supporting    veganism by  donating   to the  vegan  charity   Viva. Along   with   that, the  active blog   will  make   vegan products    more accessible   and affordable   to  all,   as  well   as   educate and    bring  like-minded  people   in  the  vegan  community   closer    together.

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To inform  customers  about  the    benefits  of   vegan   skincare   products.

To   be   able  to   bring  together like-minded conscious  buyers in  the    vegan  community through  an active    VE-BLOG.

To be able  to  make vegan skin    products easily available  for pur-    chasing  and/or  locating  and afford-    able  for  all  consumers.

Being  able  to  make vegan products    easily accessible and available  for   purchase   and/or  location.

To increase  transparency  between    the   brand and  the consumer.

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VE-CONSCIOUS  is a   vegan and  cruelty-free   brand based   in  the  Uk  that   promotes   a   vegan   lifestyle,   its   benefits,   and   other   tips   through   a   blog   and   also    provides a   DIY   tutorial  on   how   to  make   vegan   and  cruelty-free   products   at    home  for  a  reasonable  price

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Millennials  are   consumers   born   between   1981   and   1996,   while   Generation   Z   are   those    born between   1997   and   2012.   According   to  one   article, one   in   every   three  people   is   a    millennial, accounting  for  one-third of   the  population. (Jones,  2020)

When  it   comes   to   brands,   Millennials  are   actively   engaged   consumers   who   seek   forms    of engagement   such   as personal   connection   and   customisation.   They   emphasise    buying and   engaging  with   brands   with  ethical   practices   and  transparency,   their   purchasing   power   is   dependant   on   what   values   does   the  brand   stand   for   rather   than    what the  brand is selling.

They  place a premium on purchasing and engaging  with  brands  that  adhere  to  ethical    practises and  transparency; their  purchasing power is  determined  by  what  values  the    brand stands  for   rather   than what   the  brand sells.

Furthermore,   because   millennials   are   reaching   their   peak   spending   years   and   are    considered   to  be   the   frontrunners   in   online   shopping,  they  are   the  ideal   target    consumer for   the  brand.   (Page,2021)

According   to  a   survey,   44%   of   millennials   would   only   shop   with   brands   that  share    their  social   and   political   views.   (JungleScout)   (Law,2021)   They   want   to   buy   products    that  have a socially  conscious  backstory. (Global LSN)

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MILLENNIAL CON S U M E R   P ROFILE A GE   :   25   -   40

SEX   :   Mostly   female   with   some   male   representation > REL A TIO N SHIP   S T A TUS   : “Slow   love”   (do   not   believe    in   casual   sex,   romance   and    dating)

JOB:  Job-hopping    generation,   more   focused    on output  rather  than    working  hours,  want  a    positive   work   culture.

EDU C A TION:   Most millennials have  a    bachelors   degre e .

S ALA R Y :   average   salary   of £35,592   (Cautero,2019)

EXPE N DITURE   :   Spend   more   on  convenience,  online    shopping, experiences and    social   impact.

ENEMIES   :   Generation   Z   as   they  are  more  tech-savvy,    enthusiastic,  more energetic,    more diverse and  globally    connected   and   well   informed    on  all  global  issues,  taking    job   opportunities.

HEROES   :   Successful   people   in   their  career,  great  achievers,    celebrities,  business  owners,    CEO’s,   writers,   bloggers,   partners/    spouse,  Oprah  Winfrey,  J.K    Rowling,  Bill  Gates,  Stephen  King,    Mark   Zuckerberg.

W ORK   G O AL   :   High   incom e ,   recognition,  positive  work    culture. LIFE   G O ALS   :   Most   millennials   want  to  make  a  difference    socially,  politically  and    economically

MEN T AL   S T A TUS   -   S tressed,   work   pressure,  depression,  burned  out    and   lonely.

A CTIVITIES   -   Y oga   and   meditation   in   free   time.

V A L UES   AND   BELIEFS: Optimistic,  advocate  for  the    environment   and   social   justice.    They   value   diversity,   teamwork    and   balance.

LIKINGS:  Travelling,  spinning time  with  family and friends, self-pampering    and   relaxing. HEALTH  AND   VALUES:   Tries   to   maintain  a   healthy  diet   and skincare   routine    to  reduce ageing effects  and  willing  to  pay  more  for  sustainable  products   with   positive   brand  values.

They   are   very   active   on   social   media   platforms   such   as   Facebook,   TikTok,   Instagram,    Twitter,   and   Snapchat.   In   the   lives   of   millennials,   these  platforms   are   not   only   a   source    of socialisation,   but also   a primary   source of   news,  commerce,   information, and    business.  Zuckerman  (Zuckerman,2020)

Furthermore,   they  place   the  highest   value   on   health   and   believe   that   living   a   healthy    lifestyle  is   a   choice   rather   than  a goal-driven   motivation.   Despite having   a   lower   income   than  previous   generations,   this   generation   is   willing   to   spend   more   on   health    and  lifestyle.   Nermoe  (2018)

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Gen   Z is   a   socially   conscious   consumer   who   values   ethical   and   long-term   brand    values.  They  are  well-versed  in global issues. (Voxburner) They   want  brand   accountability and   transparency. This   generation of    consumers  is   better   equipped   and   more   reliant   on   technology than  previous    generations.   This   generation   communicates   and   builds   their  identities   through    social   media platforms. (Hynes,  2020) Since   this  generation   has   a   very   short   attention   span,   the  brand   must   provide   a    short,  quick, creative  message   that will   capture   their  attention. They   are   concerned   not   only   with   brand   values,   but   also   with   the  positive    experiences  they  have gained  from   the  brands. They   are   more   practical   with   money   than   previous   generations   of   their   age,   and    they   want   to  make   a   difference   in   the   world.   They   take  social   action   and   expect    brands  to  do  the  same. (Dorsey,  2021) To summarise,   Gen  Z is   a global   generation   that  is   more   ethically  diverse, well-informed,   and   focused   on   the   social,   ethical   values,   and   community   that  a    brand  represents  and has built. (Thomas,  2020)

GENERATION z
AGE:t9-24
SEX : Females. LGBTQ ane
some Male representation
RELATIONSHIP STATUS :
and/or most*
Single. in casual
sex dating. changing
relationship norms.
JOB: Most generation Z are
entrepreneurs and/or
aspiring entrepreneurs and
want to start their own
business. engage in work
with purv»se and meaning.
value financial and job
security.
EDUCATION: Oi9ita1 education.
online on
Microson team•s education
anetnattves. most Gen Z have a
bechekys as con•oated to
Other Simil& to
tag
fashicn. invest in technca:m. prefers
to scwnd morwy on
ENEMIES : Short attention
sJXjn. addicted to technology.
social anxiety. expect
much from brands. ghost
employers-
• WORK GOALS: Entrepreneurs.
financial security. online.
transparency.
to a he-ait"' to
new Stress.
mem.l he-en
HEROES : Celebrities. influencers.
Own parents.
through Similar
and turning them into a positive
Situation.
Mark Zuckerberg. Billie Eilish.
Malala Yousafzai. Kylie
hnner, LeBron James. Robert
Downey Jr, Ryan Reynolds.
Cristiano Ronaldo. Emma
WNSOALS : Be heard.
make a in
the world.
CHARACTERISTICS: Global
awareness, social and
environmental awareness. self.
taught. passionate,
hard-working.
• MENTAL STATUS: Most people
this generation Suffer from mental
health problems but are not afraid
to them.
ACTIVITIES AND LIKINGS • Creative
experiences. ping to clubs and
bys. travelling. gaming. ct»king.
b*ing, writing.

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The  global vegan product market is estimated at    USD  12.9   billion in   2017.  (Vegan  Cosmetics   Market  Size,    Share | Industry  Trend   Report   2018-2025, 2021) It is expected  to  be a  trending  and growing    industry as more people are becoming aware of  the    benefits  and  the rising   trend  of ‘veganism’. According   to MarketGlass, the  global vegan    cosmetic  industry   is expected   to  be  worth   $21.4   billion by    2027.   (Veganfoodandliving,  2021)

A  compound  annual growth  rate  (CAGR) of    5.1%  and skincare   growth of   5.6%  has been   indicated.    (Veganfoodandliving,  2021) Veganuary 2019  is  the  perfect example  to   show  that  vegan   skincare is   the future   as Superdrug    saw   a  750%  increase in sales of vegan products.    (Veganfoodandliving,  2021)

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Cult Beauty  was   founded   in   2008   by   Cult   beauty   CEO    and  co-founder  Alexia  Inge  and  Jessica  De  Luca.    (Minty,2018)  They  have  a  dedicated  team  of  beauty    devotees who  are  always  on  a  hunt  for  new  and    trending   products   the  world  has   to   offer. They  believe  in  brand   transparency   and  choose   the    products   that  represent   their  brand   values   the   most.

Their   website   includes   cult  edits,  offers   such   as  gifts,    sales  and  value  sets  and  a  blog  about  the  latest    products  and  essentials  which  are  a  part  of Cult  beauty.    (CultBeauty)

They  have  a  selection  of vegan, cruelty-free  skincare    products,  makeup  and  hair  products.   All  though  vegan    products   are   not  categorised  specifically. The  brand   offers   quality   products   and have  a   product-    centred  concept.  (BestCrueltyFree,  2021)  The  brand    also  had  a  Veganuary  edit  supporting  the  trend.    (CultBeauty)

The website  includes  over  200  brands  from all  over  the    world   and   is  growing   globally.   (Minty,2018)

Price  point   (skin   care)   -   lowest  -   £3,  highest   -   £1,680

World   wide   shipping   on   all   orders   above   £15   (UK)   or £40   (non-UK).

FeelUnique  was established in  2005  and  is  one of  the    leading   online retailers  in   Europe. They  aspire  to  be  as  independent  and  inclusive  as    possible   by   providing  trustworthy   reviewers  and    professional   insights  for  their   buyers.

Moreover,  their  partnership  with Mind,  a  leading  mental    health   charity   represents   the   social   cause   the   brand    supports. FeelUnique  has  developed  self-care kits  to  support    mental  and  physical  wellbeing, while  fundraising  to    provide  their   services  all  across   the   UK.

They  include  a  range of vegan  products,  makeup,    skincare,   hair,   blogs   and   a   FeelUnique   community    where   buyers   can   connect   and   be   a   part   of   the   brand.    (FEELUNIQUE)

Price   point   (skin   care)   -  lowest  -   £0.60,   highest  -   £995

Delivers  to   28   countries   with   a   minimum   spending    amount  depending   on   the   country   to   country.

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Space   NK   w as   founded   in   1991,   but   its   first   store   opened   in   Covent   Garden   in   1993,   selling  a  wide  range    of  products   from   emerging  international  brands.

There   are   c urrently   72   stores   in   the   UK   and   29   more   in   the   US. They   sell  a  wide   range   of   products,   including   makeup,    skincare,  haircare,   vegan  items,   and  more.

They   also   host   online   events  where  they   live-stream    masterclasses,   provide   1-2-1   appointments,   host   expert    cl inics   to   k eep   t h e   c us t omers   engaged.

In  addition,   a   new  digital  issue   has  been   released   to    provide   customers   with  tips   on   skincare,   haircare,    makeup,  and  other  topics.   (SpaceNK)

Price   point   (skin   care)   -   lowest   -   £3.90,   highest   £479

Delivers   to  all  countries   and   charges   £4   for   standard    delivery   and   free   deliveries   for   orders   above   £40.   �

Vegan   Beauty   Girl   is  a   blog  started  by   Nicole   Whittle   in    2007   for   vegan   lovers   and   enthusiasts.   T his   blog   includes   beauty   news,   guide,   reviews,   diversity,   salons    and  sustainability.

A l ongs i d e ,   it   has   a   lifestyle   section   as   w ell   w hich   includes  travel,   fashion   and   food.   The   other   sections   of    the  blog include sustainability  and  a  “work  with  me”    section.

The   “work   with   me”   category   allows   vegan   and   cruelty-    free   brands   with   a   diverse   range   and   set   objectives  to    work   with   Nicole.   She   guides   her   buyers  with   different    sustainable,   ethical,  affordable   alternatives   to their    favourite  beauty  and   skincare   products.

S h e   is   very   c lear   about   her   values   and   ethi c s   w hi c h   include   anti-racism,   vegan   and   cruelty-free   products,    sustainability,   supporting   small   brands,   transparency    and integrity. The   blog   is  a  perfect   guide   to  vegan   and   cruelty-free    products.   ( V egan   Beauty   Girl)

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-   A   website   including   vegan   and   cruelty-free   products   and   an   active   blog   helping,   educating    and   building a  community. -   Promoting   and   educating   consumers   about   the   benefits   of   veganism   for   physical   and    mental   health. -   Educating   consumers   about   the   benefits   of   vegan   and   cruelty-free   skincare   for   the   skin,    animal  welfare  and  the  environment. -  Trending   movement   among   the   target   consumer  generation. -   It   is   a   growing   industry   with   an   expectancy   to   reach   $20.8   billion   by   2025  according   to    Grand   View   Research.  (Clean  Beauty,   2019)

-  Creating   and   bringing together   a  community   with   the  same   values. -   Collaboration   with   mental   health   care   foundations   or   charities   bringing    awareness  to  social issues of mental health. -  Encouraging   a   healthy   lifestyle   benefiting   physical,   mental   health   and the   environment.

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Ensure   the   website  is   always uptime   and avoiding   crashes. Lack of  efficient   resources   to  make  the  brand global. Brand  name  lacks   reputation  and   recognition. The  market has a  lot  of successful  competitors. -   Ensure   that   the  brand   maintains   transparency  and   stands   by   brand   values    including  the team  members  working   for   the  brand.

- Strong competition  from   recognised   online retailers. -   Economic   recovery   due   to   Covid-19   restrictions   and   closures   can   hamper   sales. -  Gen   Z and   millennials   cutting   back on   spending   due   to   losses   of   job   during   the pandemic.   (Meyer,2021) -   As   the   value   of   the   pound is   expected   to   fall,   shipping   timelines  may   become   long    and  custom   duties   can   lower   the  profits.   (Lockhart) -   Due   to  new   Brexit   rules   the   brand   will   not   be   able   to  ship   products   between   the   UK    and EU   for   free,   custom   and   excise  rules   need   to  be  considered.   (Kulach,   2021)

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VE-CONSCIOUS  is a new online    retail  brand  that will  operate as a    sole   proprietorship.

The  start-up  costs  are  calculated    over a 12-month period and    require  an initial investment    opportunity   of   around   £15,000

The  business  cost  breakdown    combines  budgets  for  start-up    costs, website  and branding, stock    and   packaging, and in-house  development to   produce   a   high-quality   website and  delivery   that   will  be  critical to    VE-CONSCIOUS’s  success.

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Since  VE-CONSCIOUS  is an    online  retailer,  operations  will   be based in  the CEO’s  home  for    the   first   year.  Meetings   with   staff  will  be held via  Zoom  until    all   Covid restrictions  are  lifted.

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A  website   domain   will  be    registered  and  will  include    information such as privacy    policy,  contact  information,  FAQs,    returns,  shipping,  terms  and    conditions,  about us,  careers,   promotions,  current location  and    keyword   searches.

The  average  cost  of a  website design  in    the  UK is £400 and  will  be  created  in 15    weeks.  (Erikson,  2019)   (Bidvine,  2021)

Pay  £15/monthly on Squarespace  to   maintain a business  website  including    multiple  features   like  SEO, SSL security    and   more.

The   website   will  include a blog  with  videos    and articles on veganism, vegan  lifestyle   and  the  benefits  it has, and how  to   make    affordable vegan skincare products at    home.

The   CEO   will  be  writing  some  content   on    the   blog.

The  blog  will  also include articles   by other    authors  writing  similar and  relevant    content to the website.

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Collaborate  and hire  freelance   you-tubers  with  similar agenda, values    and   beliefs posting  relevant   content.

Will  be  required to  post a video once a    week,  encouraging and educating people    about veganism, vegan  diet,  vegan    lifestyle,  vegan skincare products, and    how  to  make affordable vegan skincare    products   at home.

The  number of subscribers,  likes  and    comments will  be  taken  into account    while collaboration.

Will  be  required to  edit and upload  the    content to the   blog.

Will  be paid £500-1000  for  each video    depending  on  the  number of   subscribers.

Content  on  the  blog   is posted  weekly. They   will  also be  required   to  send out emails,    follow-ups  and  reminders   to different  staff    members. Will  be  working   without  any   pay initially   and get paid £  8.93/  hourly after   6 months. (Social   Media  Intern    Hourly Pay  |  PayScale,   2021) Will  be  responsible   for   executing social media    strategy. Will  be handling social media platforms such as    Twitter,  Instagram, Snapchat and  Facebook,  by    posting  regularly  and   interacting  with   customers. The  key  responsibility  is  to  increase brand    recognition  over  these  key social media    platforms.

The  intern  will   start 2 months before  launch   and  will    be  working   throughout   the   week  (5   days)   for   the   first    year.

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Will   ensure  that the website  is  running   seamlessly  from  a shoppers   perspective.

Input and monitor SKU’s, ensure all    product  listings  are  displayed   accurately, verifying  discount code    functionality,  and assessing  load  speed.

Will  be monitoring  customers journey    throughout   the digital  shopping    experience.

Will  also be  required   to correspond   with    the  inventory  team to  assure  that front   end sales number are matching    inventory   accounting. (Team,  Team  and  Team,   2021)

Will  be paid £20/hourly and  will  only be    required  once at  the  start   of each month.

The  key  responsibly  is  to  ensure  that  bulk    orders  from  manufacturers are safely    transported   to the warehouse. Make  sure  that the customers   receive   the    product/   shipment on  time. Will   be overlooking  custom   clearance,   international shipping,  transport  insurance,    and  quality control.  (Team,  Team  and  Team,    2021) Will   be paid £15-17/hourly.   (Reed,  2021)

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The website   will  be providing  customer    service  from Monday-Saturday  starting    at   9 am  till  5   pm.

The role   requires  managing  live   chat,    good   vocabulary,   answering  calls.

Will  be processing  returns,  solving    customer queries  and enquiries,  return    and   handle  customer   complaints  via    email   and social media. (Team,  Team  and  Team,   2021)

CUSTOMER  SERVICE    REPRESENTATIVES   -   (CEO)

Skyn Iceland    Evolve   Beauty    The Glossary   Starface    Narola    Botanics   Sukin Versed

-  VE-CONSCIOUS   will  be buying products   in bulk    at   a   wholesale   price   from   these   brands   and   will   be  selling these  products   on  the website  at a  retail    price. Make  sure all brands share  the  same values and    brand  transparency. All  ingredients in  the  products are  listed    accurately.

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WEBSITE    DEVELOPER £400   (total) BLOG   WRITER £200-400/   per   blog YOUTUBER £500-1000/   per   video SOCIAL   MEDIA    INTERN - DIGITAL    OPERATION   MANAGER £140/   per   month LOGISTICS   MANAGER   (CEO) - CUSTOMER  SERVICE    REPRESENTATIVES   (CEO) - SUPPLIERS £8000/   per   month   (November)

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• • • • • • • • • • • • • • • • • •

LAPTOP The   CEO   will   purchase   a   Lenovo   laptop   for   £399.99.   (Argos)

HARD   DRIVE An   external   hard   drive   is   necessary   for   the  business   as   it   will   be   storing   all   backup   in-    formation  and  documents  necessary  for   the  business. A  4TB   Toshiba   hard   drive   will   cost   £121   on   Amazon.   (AMAZON)

INDUSTRIAL   UNITS   TO   RENT An   industrial   unit   will   be   rented   to  store   all   the  products.   The   average   cost   for   rent   is £5.81   per   square  foot.  (realla.co.uk)

A  fridge will  be purchased  to  store  the  products.    (nextdaycatering.co.uk)

FRIDGE £999.61 LAPTOP £399.99 HARD   DRIVE £121 INDUSTRIAL    UNITS   TO   RENT £1,162   (200   square    feet)/   per   month

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The   website   will   include   an   active   blog   educating   consumers   about   vegan   lifestyle,    products,  benefits  and   how  to  make   affordable vegan products   at home. The  blog  will  be published   on  23rd  October  2021.

PACKAGING VE-CONSCIOUS  is   a   vegan   and   cruelty-free   brand   therefore  our   values include   improving   the   environment,   reducing   waste   and   pollution   and   more.   Hence,   the    brand  will  be   using biodegradable packaging.

The  packaging   will   also   include   a   business   card   and   a   note giving   different   beauty   tips   each   month.   The   products   will   be   wrapped   in   tissue   paper   to   make   them   more   appealing    to   the  buyers.

A   pack of 25   boxes  will cost  £5.14. (Davpack)

WEBSITE A   website   domain   including   contact   information,   faqs,   privacy   policy,   about   us,   contact    information and more  will  be  required   for   the  business.

£15/monthly on   Squarespace  to  maintain   the website.

The   website   will  be   launched  on   19th October,   2021

BLOG - PACKAGING £41.12   (Novemberr)    (200   boxes) WEBSITE £15/   per   month

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The   delivery   charges   will  be £2.45   for  standard    delivery  and   £4.44  for   next   day   delivery.   (Hermes)

All   though   delivery   charges   may   increase   on    international   shipping   and   also   depending   on   the   weight   of   the  parcel.

For   instance,   standard   delivery   to   Germany   would   cost   £5.98   +   customs   on    international   shipping. (Hermes)

DELIVERY   CHARGES (   STANDARD   ) £150   (2   MONTHS) DELIVERY   CHARGES (   NEXT   DAY   ) £270.84    (2   MONTHS)

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VE-CONSCIOUS   will   be   using   social media   marketing   as   their  key    marketing   tool.   According   to   research,   target   consumer   uses   social    media  89%  and  88%   daily.  (Cox,  2019)

VE-CONSCIOUS   will   conduct  a   social media   audit   across all    accounts   -   Facebook,   Instagram,   Twitter,   Snapchat   and   TikTok.

The  brand   will   be   posting   on   a   consistent   schedule   that  aligns   with    brand   values and aesthetic. Will  be   posting   stories   with   graphic   template   to  announce   new    products   and/or sale.

Hashtags   will   be   used   throughout  social   media   platforms   to  increase    brand   awareness and attract more  consumers.

The   brand   can   actively   engage   with   consumers   about   what   is   trending. This   will   gain   brand  recognition   and   attract a   larger   audience.

INFLUENCERS VE-CONSCIOUS   will   be   sending   out   a   package   of   vegan   and   cruelty-free    skincare   products  to influencers.

The   package   will   include   a   personalised   handwritten   thank   you   note   and   a    discount coupon   with   20%  off.

Each   influencer   will   be   reviewing   and   promoting   VE-CONSCIOUS   to   their    audience   on   social   media   platforms   with   the  hashtag   #VE-CONSCIOUS.

List   of  influencers: Caroline   Hirons The  Sunday  Girl    British Beauty Blogger    Amelia  Liana Syd   and   Ell    Molly   Mae CrueltyFreeBecky    Vegan Beauty Girl    Demi  Collen   Yasmin   Johal

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VE-CONSCIOUS   will   be   putting   vending   machines   in   Birmingham    airport   and  Heathrow  airport.

It   will   attract   and   create   brand   recognition   among   tourists   travelling   to    the   UK.

It   will   attract   more   audience   such   as   people   waiting   for   their   flight,    people   who   forgot   to   carry   certain   products   like   a   lotion   or   lip   balm.

These  vending   machines   will   have   a   range   of   vegan   and   cruelty-free    products.

POST-COVID   EVENT VE-CONSCIOUS   will   organise   a   post-Covid   event   to  increase   brand    recognition  and  connect   with   the consumers.

This  event   will   include   activities   such   as   a   vegan   soap   making   booth,   a   vegan   lip    balm making booth, and a healing and meditation booth.

The   event   will   take  place   in   January   2022  in   Veganuary   month    supporting  the campaign.

It  will   take  place   at   The   Engine   Room   Digbeth,   B5   5SL   from   10   am-3   pm.

Every   person   attending   the  event   will   be   given   a   free   sample   and   a   thank  you    note.

All  products   used   in  the  event   will  be   vegan   and eco-friendly.

Ed  Winters,  a   vegan educator   and   public   speaker  will   be   invited   as a   guest

It   will   cover   the  advantages   of   vegan   and   cruelty-free   products,   as   well   as    the  effects   they  have   on   our   health,   skin,   animals,   and   the  environment.

Include  the  brand’s   unique   selling point   (USP)   and   the  hashtag    #VECARE.

As   a  result,  brand   awareness   is  created.

Scene 27

Brand  launch  +  Men’s mental  health    awareness   month Provide   free   meditation   and    yoga   classes. 30-day   physical   fitness    challenge. Location:   Zoom Day:   6th,   13th,   20th   and   27th Time   :   9am-12pm Website   and   social   media    account. Active   engagement   with   the    audience   through   posts. Brand   launch   poster

Send   the   package   to    influencers. Influencers  posting  on  social    media. Hashtags Christmas sale, black Friday    sale,   boxing day. Instagram   stories Conversation   with   followers. Personalised   note   for    influencers.

VEGANUARY   event. Location:   The   Engine   Room    Digbeth,   B5   5SL Time   :   10am-3pm Date:   5th   January,   2022 Price:   £15 Stories Posts Hashtag

Valentines   theme    collection. Valentines   theme    packaging.

Women’s   day Mother’s   day Ovarian  cancer   awareness   month. Share  story/journey    of   different   women   via blog. Teal   colour   use   on    website   and   social media.

Vending   machine   launch Post   on   social   media Stories Interaction   with    customers

Summer   collection. Blog   on   perfect    summer   skin.

Summer   blog Re-post  customer    review   posts Customer  stories,   re-post   and   re-tweet.

Back   to   school,    university. Student   discount Back   to   school,

Halloween   theme. Free   Halloween    eco-friendly

-   Brand   launch   19th  October,   2021

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VE-CONSCIOUS’s  plan  for   the future  of    the  business  consists  of  collaboration    with charities  such as  Viva. Viva  is one of  the   UK’s leading  vegan    campaigning charity.

Also, they  specialise in undercover    investigations and high  profile  animal    campaigns. Their campaigns  include health,    animals, planet and  lifestyle. The    collaboration will  include   organising a    fundraising  event  to raise  money   and    awareness.

The  event  will  bring speakers educating    people about  the  benefits  of veganism on    health,  the  planet,   animals and  lifestyle.

VE-CONSCIOUS will  hold  talks  in    crowded  public spaces  to  educate, attract    more people and promoting  the website    for   them to learn   more about  the  benefits    of   veganism.

More   sales   generated  for VE-CONSCIOUS   will  allow  the website   to    include  tips,  blogs and videos, hence    connecting  more  with   the consumers. This   will   lead   to  shipping  the  products   to    more  country  and  VE-CONSCIOUS   to  be    a   global brand.

More collaborations  such as  celebrities    and  influencers  supporting veganism    will  be  featured  on  the VE-CONSCIOUS    website  including posts, videos and    blogs.

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https://www.venuefinder.com/venues-in-birmingham/ https://www.realla.co.uk/rent/industrial/birmingham#:~:text=rent%20in%20Bir -    mingham%3F-,The%20highest%20price%20of%20industrial%20units%20for%20    rent%20in,%C2%A328.24%20per%20square%20foot. https://viva.org.uk/health/campaigns/ https://www-wgsn-com.ezproxy.bcu.ac.uk/fashion/article/76380    https://www.veganbeautygirl.co.uk/inclusivity-pledge/ https://www.scalefast.com/blog/what-it-takes-to-build-an-ecommerce-team-from-    scratch-and-key-roles-youll-need-to-fill/ https://www.veganfoodandliving.com/vegan-business/marketing-a-vegan-brand-to-    non-vegans/

https://www.spacenk.com/uk/home?cm_mmc=Affiliates-_-3167398-_-Space-_-    NK&utm_source=linkshare&utm_medium=affiliate&utm_campaign=3167398&utm_    content=10&utm_term=3167398&ranMID=36362&ranEAID=gMmsXPapEKM&ran-   SiteID=gMmsXPapEKM-vgHvIoYgjHTDURlF_o_O2Q https://www.cultbeauty.co.uk/?gclid=CjwKCAjwvMqDBhB8EiwA2iSmPBjunW0qu -    kadNdtD5_jwvGp1xHEW27ZMIemFzfXfBfFm9Be2wNKhFxoCGGAQAvD_BwE&ef_    id=CjwKCAjwvMqDBhB8EiwA2iSmPBjunW0qukadNdtD5_jwvGp1xHEW27ZMIem-    FzfXfBfFm9Be2wNKhFxoCGGAQAvD_BwE:G:s&gclsrc=aw.ds&&campaignid=31020   9031&adgroupid=21750483391&network=g&device=c&keyword=+cult%20+beauty&-    placement=&creative=481071687268 https://www.feelunique.com/skin?filter=fh_location=//c1/en_GB/categories%3C/!exclude_countries%3E/!site_exclude%3E/!brand=/%26fh_   view_size=40%26customer-country=GB%26gender=female%26date_    time=20210322T224133%26site_id=1%26fh_sort_by=-price%26site_area=depart-   ment%26device=desktop%26special-page=dept_home#inline-facets

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https://www.payscale.com/career-news/2019/05/what-we-know-about-    generation-z-at-work-so-far https://homeguides.sfgate.com/biodegradable-materials-expen-    sive-78496.html https://www.davpack.co.uk/pla/cardboard-boxes/single-wall/eco-pack -    aging-pla.htm?gclid=CjwKCAiAp4KCBhB6EiwAxRxbpJxwbLER6s4X-    vLVtDd-JgFljSOAVqaR-pnVhGgjw23PU553vZkiZORoCKlAQAvD_BwE https://www.ypulse.com/article/2020/01/15/gen-z-millennials-20-favor -    ite-things-to-do-for-fun-proves-their-homebody-status/ https://insider.fitt.co/gen-z-wellness/ https:// www.forbes.com/sites/sievakozinsky/2017/07/24/how-generation-    z-is-shaping-the-change-in-education/?sh=254f1b566520

https://www.billerickson.net/how-long-does-it-take-to-build-a-web -    site/#:~:text=A%20typical%20website%20will%20take,end%20to%20    start%20writing%20content. https://www.webfx.com/influencer-marketing-pricing.html    https://www.emarketer.com/topics/category/gen%20z https://www.statista.com/statistics/471543/millennials-usa-social-me -    dia-reach-gender/ https://www.chconline.org/resourcelibrary/generation-z-report -    ed-the-most-mental-health-problems/ https://www.chconline.org/resourcelibrary/generation-z-report -    ed-the-most-mental-health-problems/ https://later.com/blog/gen-z-marketing/

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REFERENCES https://nrf.com/insights/consumer-trends/millennials

https://www2.deloitte.com/global/en/pages/about-deloitte/    articles/millennials-gen-z-and-mental-health.html https://www.cosmopolitan.com/uk/beauty-hair/a46238/    vegan-skincare/ https://www.argos.co.uk/search/laptops/?&_$ja=t -    sid:30433%7cacid:669-436-1931%7ccid:208380859    4%7cagid:82129254412%7ctid:aud-641224041097:k-    wd-19912182921%7ccrid:375028851516%7cnw- :g%7crnd:12379576116955046796%7cdvc:c%- 7cadp:%7cmt:b%7cloc:1006524&utm_source=-    Google&utm_medium=cpc&utm_cam-   paign=2083808594&utm_term=%2Bcheap%20 %2Blaptops&utm_content=text&utm_cus-    tom1=82129254412&utm_custom2=669-436-1931&c-   mpid=GG05X&gclid=CjwKCAjwvMqDBhB8Ei-    wA2iSmPNcBiYqy5TeEH8IdM_Gp1ji4HtEa5aR2ePmJt5ZOd-    9abJEuEmhmyphoCwN0QAvD_BwE&gclsrc=aw.ds

https://blog.ryan-jenkins.com/this-is-why-generation-z-    will-skip-college https://www.forbes.com/sites/walterloeb/2020/01/21/    why-millennials-shop-on-social-media-but-also-like-to-    shop-in-stores/?sh=6e69d570350c https://insider.fitt.co/gen-z-wellness/ https://www.theguardian.com/commentisfree/2021/    feb/10/the-culture-war-between-gen-z-and-millennials-is-    on-the-first-battle-side-partings https://comparecamp.com/millennial-trends/ https://www.lexingtonlaw.com/blog/credit-cards/millen -    nial-spending-habits.html

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https://blog.ryan-jenkins.com/this-is-why-generation-z-will-skip-col-    lege https://gositebuilder.com/blog/journal-what-day-of-the-week-    should-i-launch-a-website/#:~:text=Tuesday%20is%20one%20    of%20the,to%20look%20at%20your%20site. https: //w ww .scalefast.com/blog/what-it-takes-to-build-an-ecom-    merce-team-from-scratch-and-key-roles-youll-need-to-fill/ https://www.cultbeauty.co.uk/ https://www.feelunique.com/?utm_source=bing&utm_medi -    um=cpc&utm_campaign=OWN%20BRAND%20-%   20UK%20    BRAND&&msclkid=a   0b   4977f925f133   a   1   fd5f704e   7d1   e   99a&g-    clid=a0b4977f925f133a1fd5f704e7d1e99a&gclsrc=3p.ds https://www.spacenk.com/uk/home    https://www.veganb eautygi rl.co.uk/about/

https://www.b   i   g   com   merce.co.uk/b   log/   cov   -    id-19-ecommerce/#generational-purchasing-re-    sponses-to-covid-19 htt p s: / /t h ec o nversat i on.c o m/brexit - uk-pound-has -   not-crashed-yet-but-heres-why-it-will-probably-suf-    fer-in-years-to-come-152646 https:/ /   xendpay.com /   brexit-impact -   import -   ex -   port-tariffs/#:~:text=No%2Ddeal%20Brexit%20    impact%20on%20import%20and%20exports&tex-    t=This%20should%20mean%3A,duty%20(up%20-    from%2056%25) https://hjsolicitors.co.uk/article/how-will-brexit-af-    fect-imports-and-exports/. htt ps://www.grandviewresearch.com/industry-anal -    ysis/vegan-cosmetics-market

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https:// www.forbes.com/sites/sievakozinsky/2017/07/24/how-gener-    ation-z-is-shaping-the-change-in-education/?sh=254f1b566520 h   ttps   ://   www.forbe   s   .com   /   s   i   tes   /   walterloe   b   /   2020/   01   /   21   /   why-    m   i   lle   n   n   i   a   ls   -   s   h   o   p   -   o   n   -   s   o   ci   a   l-   m   e   d   i   a   -   b   u   t-   a   ls   o   -   li   k   e   -   to   -   s   h   o   p   -   i   n   -    stores/?sh=6e69d570350c https:// www.forbes.com/sites/sievakozinsky/2017/07/24/how-gener-    ation-z-is-shaping-the-change-in-education/?sh=254f1b566520 htt ps://www.veganbeautygirl.co.uk/top-vegan-cruelty-free-beaut y-in-    fluencers/ https://www.squarespace.com/pri cing htt ps://www.billerickson.net/how-long-does-it -t ake-to-build-a-web -    site/#:~:text=A%20typical%20website%20will%20take,end%20to%20    start%20writing%20content.

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