Benny & Co.

BY
Benjamin S. Shido-ikwu
And
Umar U. Iliyasu
Business Idea
Poultry Faming

Proposed Business Name

Benny & Co. Poultry Farm. (Chicken Meat, Eggs and Chicken
Production).
Proposed Business Location
Kashere Akko L.G.A Gombe state, Nigeria.
Date
st
1 August, 2016
1

Benny & Co.

Table of Contents
1. Executive summary/introduction.
The proposed business name
Background information

Data collection
2. Description of the business.
Mission statement
Vision
Objectives/target/goals
List of product offered
Nature of the industry
opportunities

3. Market segmentation/consideration.
Current and potential demand
2

Benny & Co.

Industrial use of the product
Societal and economic characteristics (population size)

4. Management team.
Key management team
Their duties and responsibilities
Organizational structure
Skills of the business and experience

Profile of the key management

5. Technical specifications.
Specialized skills
Feeds/medication

6. Marketing plan.
Reading final consumers
Strategies involved in influencing potential buyers
Intermediaries
3

Benny & Co.

Channel of distribution

7. Examinations of critical risks and problems.

Financial risk
Competitors
Market failure caused by uncontrollable factors

8. Financial and economic plan.

Source of fund
Equipment and assets management
Capital involved
Financial estimate

9. Evaluation/conclusion.

Business Idea; poultry faming

Benny & Co.

Proposed Business name; Benny & co. poultry farm. (Chicken
meat, eggs and chicken production).
Proposed Business Location; Kashere Akko L.G.A Gombe
state, Nigeria.

Benny & Co.

EXECUTIVE SUMMARY/INTRODUCTION
Poultry farming in Nigeria is probably one of the most lucrative in the world
especially when it is set up and managed properly. This aspect of livestock farming
present one of the finest opportunity for us as entrepreneurs to make good money
in Nigeria within the shortest period of time possible due to the quick maturity of
chickens.
Also the important fact we consider in this business is that food is basic human
need and a necessity for human life. In Nigeria we have over 160 million people
which you will probably find 100 million consumers in the country who buy
poultry product on daily basis.
After conducting an effective external environment evaluation in Kashere and
Gombe state, we found out that there is no even one poultry farm in the state,
poultry product are imported from Jos and other parts of Nigeria. This increases the
cost of sales and transportation. Sometimes they find it difficult to meet the
consumers need.
Considering all these factors, this makes our idea viable and feasible.
In the same vain, the multifaceted business (poultry production and sell) prepare
plans, strategies and financial estimation that shielded the activities of the business
from any risk or threat. The business is set to involve the capital investment of

Benny & Co.

about N12, 495,000 including the assets, expenditure and other expenses involved
in running the business.

2
DESCRIPTION OF THE BUSINESS
This enterprise is designed to produce poultry products; chicken meat, eggs and
other subsidiary products which include; incubation/hatchery, fertilizers for
farmers and brooding, young chickens for sale etc. However, the broilers comprise
of both fast-grower broilers and cockerels which provide white meat with low fat
content which coincide with the high growing need of low-fat white meat as a
result of doctors prescriptions and proscriptions.
The Uniqueness of the Product

Thought, the existing poultry product in market do prevail, the products of this
industry will be an excellent choice of the consumers due to it;
i.

Un epileptic, continuous and regular provision which may not be the

same with the far away industries that provide the product in a black and
white manner i.e. we have the product today, but tomorrow we dont

ii.

have.
Maintaining a hygienic ethic ology; the products being flushed now are
surely unhygienic and prone to contamination of diseases. But ours will
be different in neatness, hygiene and covers all what will be required for
public health and hygiene.
7

Benny & Co.

iii.

Pricing; the price of our product despite our cost of production will
maintain a favorable and simple price to both customers/consumers and
the business organization itself.

Opportunities;

The main igniting and fueling element behind the establishment of the
competent and prestigious business organization to be are the lucrative
opportunities that do prevail in the area, which include;
1. High demands of poultry products; the immediate community and other
surrounding communities have a very pressing need of chicken meats and
eggs and the existing poultry product supply fail to meet their needs.
2. Land availability and suitable climate; the cost of land in the area is
favorable and the condition of moderate rain fall during the rainy season
and moderate cold during the winter favors the activities of poultry
farming.
3. Rapid growth of population; continually increasing number of teachers
(lecturers), student, and all other officials and non-official personnel is a
great opportunity that serve as a targeted market that can support the
business even in the future.
4. Absence of poultry farming entrepreneurs; in the whole Kashere area, no
any single poultry farmer is in existence- meaning all poultry products
consumed by the consumers is brought from places like Gombe and Jos,
which in turn increase the price of the product.
5. Increased awareness of health implication of real meat; there is high
demand of especially white meat due to some health problem pertaining red
meat and birds (poultry) are of the sources.

Benny & Co.

Nature of the Industry

The business we plan; is a type of business that is designed to satisfy the
poultry products need of the whole country. But for the early development it
will encompasses;
1. The immediate Kashere community; at the initial stage, the focus of this
business will center on the meeting the needs of the surrounding population
of Kashere and its provinces.
2. Gombe state; after early operation of the business, the whole Gombe state
will be next target where the products will be distributed to all corner and
cranny of Gombe state, within 3-5 years of establishment.
3. Nigeria; at the tertiary level of development. The enterprise is planned to
extend its distributaries to all part of Nigeria and this as planned will be in
5-10 years of establishment.
List of Product to be produced
First Segment Products
At the first level the business will start by products that include;
a. Chicken meat
b. Eggs
c. Breeding incubated chicken.
After 18 months of commencement, the business will extend its wing to engage in
things like;
a. Eggs and meats processing, packaging and marketing.
b. Poultry feed production
9

Benny & Co.

c. Poultry equipment manufacturing.
Objectives, Target and Goals
The objectives, targets and goals of this business are;
i.
ii.

Income generation and self-reliance for economic independency.

Provision for decent and healthy poultry products to promote public

iii.

hygiene.
To reduce the economic expenditure of the consumers thereby producing
poultry products of affordable and favorable price.

Vision of the Business

The business is set in a way that in 5-10 years to come, the whole of the country
will taste the Aroma.
Firstly, the first bullet is to capture Kashere area.
Secondly, is to capture and cover Gombe state with our products.
Thirdly, is to extend the distribution of the products to all parts of
Nigeria.
Mission Statement and Purpose
To establish the ultimate and nationwide poultry farming industry that can solve
problem of poultry production meet the need of the society and bring about
sustainable development of creating employment opportunities.
Equipment and Appliances Involved In the Business
i.
ii.
iii.

Feeders
Drinkers
Crates
10

Benny & Co.

iv.
v.
vi.
vii.
viii.
ix.
x.

xi.

Lighting system
Brooders
Cages, coops, perches, nests
Egg trays
Buckets
Brooms
Wheel barrows
Incubators or hatching boxes.

Assets Involved;
i.
ii.
iii.
iv.
v.
vi.
vii.

Land
Fencing material
Transport vehicle
Buildings
MD. Office
Marketing office
Store.

3
MARKET CONSIDERATION

11

Benny & Co.

Any production industry, be it a small or large scale is finally fed-up with the
market. Market is a medium that allows the buyers and sellers to interact in order
to facilitate exchange, is the target point of any producer.
Our poultry farming is not an exception. Some factors we take into
consideration in regard to where we intend to sell our products. The proximity of
market, in relation to other factors of production was put in place. The following
are factors we consider in relation to the market of our products. Thus;
i.

The location of the business: the business main unit will be located in
kashere not far from the university campus. The location significantly makes
the business near its first target market. More also, in the future
development, the good road network that linked kashere with other towns
and even the state capital will be a good opportunity to be used to reach the

ii.

second target market and likewise the target/consumers.

Current and potential demand: the residents of kashere as well as students
and staff of the FUK are in high demand of poultry product especially eggs
and meat. In addition the existing restaurants, student center, tea and bread
vendors and drinking joints are also demanding and consuming our
products. Furthermore, the rapid increase in the students population and
FUK staff as well as increase in the people of the community is a gift that

iii.

will support the future development of the business.

Societal characteristics or culture: the religions, the beliefs, the norms and all
ethical phenomena of the immediate community, secondary community and
the tertiary community do not prohibit or exempt people from eating poultry
products, rather it even encourage-our products to be consumed by all and

iv.

sundry.
External economy benefit: since the base of our business is in Agrarian
society of kashere, the shit of the poultry will serve as a fertilizer to farmers
12

Benny & Co.

which will generate extra income for the industry, and in reverse the farm
produce from farmers can also be used by Benny & co. for the
manufacturing of poultry feed.

4
MANAGEMENT TEAM
Management team is a team of individuals at highest level of organization
management who have the day- to- day responsibilities of managing an industry,
company or cooperation. These poultry farm management teams are individuals
who are responsible for day- to- day running of the farm which include monitoring
the welfare of feeding them and ensuring they are in good health.
The key management team are as follows;
i.
ii.
iii.
iv.
v.
vi.
vii.

Poultry farm manager (CEO)

Assistant farm manager
Poultry stock man
Poultry finance/account manager
Executive marketing and sales manager
Production manager
Part timer workers/cleaners.

Responsibilities and Others

Poultry farm manager/CEO; the farm manager is responsible for planning,
organizing and managing the activities of the farm.
Duties;
13

Benny & Co.

Planning finance and production to maintain farm process against budgets
and parameters.
Planning activities for trainee staff, mentoring and monitoring them.
Assistant farm manager; the assistant farm manager will responsible for the
management of the poultry farm. This will means responsibility for health, welfare
and the performance of the poultry unit.
Poultry stock man; stock man is responsible for supporting the husbandry of the
farms birds. This will include insuring they are fed, watered and locked after
feeding in other to meet health and welfare requirement as well as growth targets
for birds bred for meat, or egg production for layers.
It is the duty of stock man to ensure the health status of the chickens in other to
enhance a good a product.
Finance/accounting manager; the account manager; manage the key account
head office, on farm and steering communities were required. He develops and
implements sales and marketing plans and meet sales target, handle negotiation at
higher level with head office and technical nutritionist. The account manager
identifies and develops business opportunities in existing channel patents, increase
sales in a manner consistent with company policy and goals.
Executive marketing and sales manager; the marketing and sales managers
manage and assign territory of product line to maximize sales revenue and meet
cooperate objectives, review sales progress, develop specific plans activities to
ensure revenue growth.
Some duties of the sales manager include
He is in charge of calling customers.
14

Benny & Co.

Maintenance and extension of sales territory.
Increasing sales line, image, and building and developing product
knowledge.
Production manager; the production manager is responsible for managing the
production, operating to ensure that the achievement of production target within
the specialized quality, environmental standard and budget.
It is his duty to manage the production team.
Adherence to plan.
Adherence to site and business protocols.
Part-time workers/cleaners; part-time workers are workers who work time to
time not regularly. They also take part in cleaning to ensure that the farm is clean
and to prevent and check farm products from contacting diseases.
Skills and Experience of the
Management
Team
Farm
manager/CEO
The management team will be individuals of high skills due to undergoing training
on how to handle the business,
to ensure
the progress of the business by
Ass. Farm
manager
minimizing cost and maximizing profit. The will be also individuals, who have
experience because they may have been engaged in the business several time
before they have experience of how to run the business and prevent the farm from
Stock
Finance/account
manager
uncontrollable factor
which may do harm and affect the progress
of the man
business.

Part-time workers

Production manager

Cleaners

Executive marketing/sales manager

15

Laborers

Benny & Co.

5
TECHINCAL SPECIFICATIONS AND EXPERIENCES
Poultry farming industry is covered by hazards; risk and disease outbreak which if
not handled properly brings dangers and threats to not only the laborers in the
industry but to the whole community.

16

Benny & Co.

With the high growing danger of bird flu epidemic condition, all over the
world and global concern about food related diseases of humans, it is a must to
establish a decent poultry farm that will be free from any intimidation to health.
Benny & co. poultry farm has designed some pre-causative strategies that
will serve as a shield that prevents or set the farm under the reliable protection
against any threat of public health. The key points competently planned are as
follows;
1)
2)
3)
4)

Employing specialized skilled employees

Good management
Checking The poultry health status properly and timely
Proper supply of vaccines and medicines
Employing Specialized Employees: The labor force of any business,
industry/organization has a great impact on the operations of that very business and
it is one of the factors that occur within the organization internal controllable
factors.
This great poultry farming industry and business organization has set a plan
in which specialized and skilled managers and other workers will be employed.
One of them is Mr. Godfrey Magrah who is a degree holder and studied BSc.
Agriculture in ABU Zaria. Mr. Godfrey specifically specialized in poultry farming.
Mr Magrah is planned to be head of management team.
Other employees and their specialization details are outlined below;
Mr.Alhasan Umar-------degree in veterinary
Mr. Emmanuel david---degree in agricultural management

17

Benny & Co.

Malam Abubakar Mohammed----degree in agricultural science (domestic live
stock
Miss Sarah kasuwa----------N.C.E
Each of the above including Mr.Godfrey has 2-3 years of cognitive working
experience. And they all agreed and accept our invitation to and pledge to work
faithfully and excellently.
Good Management: Mr. Godfrey can be able to manage or lead the management
team to manage the farm well. Because he possessed the skills, knowledge and the
working experience of 3 years.
Checking the Poultrys Health Statues and Condition properly and timely: the
management team will be inspecting the health status of the poultry at all times
since good health of the birds means more profit and fewer losses.
Proper Supply of Vaccine and Medicine: vaccine is a preventive medicine which
stimulates the feathers and other body parts of an animal (bird specifically) which
can promote the immune and resistance system to protect against a particular
disease or parasite.
In this business, lives vaccine usually given in the drinking water. By
aerosol spray or injection and inactivated vaccines-usually

giving by

uninterruptable given to the birds by the specialized workers in charge.

Other antibiotics or synthetic chemicals are given in water or feed. Medicines will
be administered accordingly if it happens to be an outbreak of disease.
The order of the vaccines and medicines will be in anticipation to be catastrophe.

18

Benny & Co.

Moreover, the medicines to be ordered must come with detailed
manufacturers instruction and how to use them.
Extensive test will be performed to make sure that no harmful residues of the
medicine remain in the poultry meat or eggs-Mel-maximum residue limit must be
calculated in order to guarantee the withdrawal period for each product.
In the slaughter house, the inspectors will examine all chickens intended for human
consumption for evidence of disease or injury.

6
MARKETING PLAN
The poultry farms average client will be a slaughterhouse, farmers market, or
chicken distributor in the business focus audience.
Marketing Promotion Plan
The poultry village plans to maintain intensive technique. Below is an overview of
the marketing techniques and goals of the company.

Promotion Objectives
We plan to establish connections with vets, regional plants and chicken supplies
throughout the focus audience.
Implement a regional technique with the business regional newspaper ads,
and testimonials advertising.
Develop an online business by developing a website and placing the
business name and get in touch with details with online directories.
19

Benny & Co.

Promotion Strategies
We plan on using a variety of selling techniques that will allow the poultry village
to easily focus on buyers within the focus audience. These techniques consist of
traditional print ads and ads placed on Google on the internet. Below is
information on how the organization plans to promote its solution to the
community. The poultry village will also use online techniques. This is very
important as many people looking for regional solutions such as chicken plants for
the internet to conduct their initial searches. We will register the poultry village
with online portals so that prospective client can easily reach the organization. The
company will also create its own website show casing, the service, it inventory of
poultry, initial costs details, and get in touch with details. Finally we will create
ongoing recommendation connections with vets that regularly work with owners of
farmers of poultry. As time advance, these of recommendation connections will
become a valuable source of income for the organization.

7
RISK MANAGEMENT AND CONTROL
Poultry farming is surrounded by risks all over which affect both small and large
scale operators.
Along this line, we have foreseen, forecast and predict some possibly occurring
risk that our business and or industry may face and we carefully provide matching
solutions to the risks and dangers.
20

Benny & Co.

The risks might include:
1) Personal risks.
2) Production risk.
3) Financial risk.
PERSONAL RISKS:
Personal risks arise from events affecting the personal lives of the farmer and or
his partners which may in turn affect the operation of the business.
In this instance we predict some personal risks (catastrophic events) such as fire,
flood or death. It can also include variation of goals and objectives between the
high desk and the low desk.
Control and Management
In the first instance of fire, flood and death the business organization has planned
to register all its works to the insurance services, in order to minimize or even
obliterate some risks that might be faced in that regard.
Establishing a common understanding of the business goals among the partners.
PRODUCTION RISK:
Many factor from outside of the business environment and from inside as in (1)
above are likely to put the industry and the whole of its productions in risk.
Poultry farming has sensitive risks to weather conditions that are in the farming
environment e.g. sunlight, rainfall, humidity, temperature and others can include
insects diseases and pests.
Control and Management
We intend to grow disease resistant varieties of poultry that can absorb and sustain
the shock of infections
We intend to use preventive means of insect and predators control such as nets to
protect the chickens.
FINANCIAL RISK:
21

Benny & Co.

Most risk that are related to finance result from inadequate cash flow to meet
obligations which may in turn cause shut-down of the business. It may be caused
by high or mortgage payments and assets or as a result of personal or production
problems.
Control and Management
In order not to fall in trap of financial risk, Benny & co. plan the following ways:
Diversification of the business: we planned to engage in different niche of poultry
farming so as to escape the misfortune. When someone have two niche involve,
when one collapsed 50% of the business fail, but if you have ten niche involved
and one happen to have problem, it will be only 10% that will be affected.
Acquiring tools and equipment of simple cost: due to expensiveness of some
equipment, the business will center on hiring, renting or even with neighboring
farms (if exist)
Nevertheless, we planned not to tie our capital on equipment that will have a low
of usage.
We plan not to buy things until when the need arise.
Saving in the bank: since keeping money at home or in business place is so risky
we plan to equipped our business with banking (e-banking in particular). So also,
the profit earned will be saved in the band where, the interest will be an add-up
benefit to our activities.

8
FINANCIAL AND ECONOMIC PLAN
Sources of Capital;
The business will source its capital through;
22

Benny & Co.

i.

Bank loan; the loan will be pursue in the First Bank where the 81% of the

ii.

capital involved will be secured.

Contribution from partners; since

the

business

is

group

entrepreneurship oriented business; the partners will contribute about 1%

of the capital involved.

Equipment and Assets Management

In order to minimize the risk of damaging and vandalizing the organization
owned assets, skills workers are employed and the following measures will be
taking;
1. Washing the equipment and other tools regularly especially after use.
2. Storing them in a shady and dry place.
3. Immediate repairing of the spoiled and shaping them worn ones.

Fiscal Analysis of Equipment, Assets and Management

S/N

ITEMS

NO. OF

ESTIMATED

ITEMS

COST IN N

Land

2 plots

1,000,000

Building and fencing

1,500,000

Water sources

1 borehole

350,000

Wheel barrows

Five

45,000

Lighting system

300,000

Waste disposal system

200,000

Cleaning equipment & tools

200,00

23

Benny & Co.

8

Cages, coops, perches & nets

1,500,000

Feeders

500

120,000

10

Crates/egg trays

500/50

170,000

11

Heaters/incubators

50/30

600,000

12

Broiler starters (chicks)

1500

375,000

13

Starter layer

1500

375,000

14

Cockerels

750

150,000

15

Medicine/feed

350,000

16

Workers payment

2,500,000

17

Transport vehicle

1,000,000

18

Maintenance

1,000,000

19

Other expenditures

500,000

20

Risk anticipatory (insurance)

260,000

21

Grand Total

12, 495,000

CONCLUSION
From the above business plan it is clear that poultry farming is viable and feasible
in Kashere, Gombe and even Nigeria at large and it is also beneficial to the whole
world at large.

24

Benny & Co.

REFERENCES
Calhaun, Calfery L. (1997) Managing the Learning Process in Business
Education, U.S.A Wadsworth Inc.
Kraitnar Robert (1980), Management; It Problem, Solution and Process;
Boston; Houghton Miffi Coy.
Shokan, O.O (1998), Small Business Management. Agege; Shona
Investment Co. Ltd.
Thompson A. (2003), Business Feasibly Studies; Dimension Of Business
Viability. Perth, Best Entrepreneur.
Information from Internet;
Poultry Farming Business Plan By Olabeyo Ojekunle
Retrieve on 6th Dec. 2013 From The Library Of Congress Website;
Http://Perfectbusinessguide.Com/Poultry-Farming-Business-Plan
How To Start A Poultry Farm Business By Ajaero Tone Martins
Http://Www.Mytopbusinessideas.Com/Starting-A-Poultry-Farm-BusinessPlan

25