SCHOOL OF BUSINESS AND MANAGEMENT

ENTREPRENEURSHIP DEVELOPMENT
CIA 3
TOPIC- Coming up with a Business Idea and comparing it with a
Traditional Business

Company: Busy Bees

Motto: "Busy Bees: Nourishing Skin, Nurturing Nature"

Submitted By: Tanushka Rathi (2223378)

4 BBAH D
Submitted to: DR. Chandru M C

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 TABLE OF CONTENTS
1. Introduction
 Overview of Plum Goodness and Busy Bees
 Brief Description of Business Sectors
2. Plum Goodness: Pioneering Vegan Beauty in India
 Background of Plum Goodness
 Product Range and Philosophy
 Key Activities, Value Proposition, Revenue Streams
 Channels, Customer Segments, Key Resources
 Customer Relationship, Business Idea
3. BUSY BEES: Sustainable Skincare with a Buzz
 Introduction to Busy Bees
 Market Analysis
 Product Line and Ideation Tools
 Value Proposition Canvas
 Revenue Streams, Channels, Customer Segments
 Key Resources, Customer Relationship
4. Concepts and Theories of Management
 Market Analysis and Customer Focus
 Sustainable Practices and Operations Management
 Direct-to-Consumer Model and Business Strategy
 Multipurpose Products and Product Development
 Social Media Marketing and Transparency
5. Comparison of Plum’s Business Model Canvas with Busy Bees
 Customer Segments, Value Propositions
 Channels, Customer Relationships
 Revenue Streams, Key Resources
 Key Activities, Key Partnerships
 Cost Structure, Unfair Advantage
6. Examining Business Decisions with a Cross-Functional Lens
 Scenario: Launching a New Product Line
 Analysis from Marketing, Product Development, Operations, and
Customer Service Perspectives
 Benefits of a Cross-Functional Approach
7. Comparing Busy Bees’ Framework to Theoretical Frameworks
 Framework: The Natural Advantage of Nations by Michael Porter
 Framework: Lean Manufacturing
 Framework: Customer Relationship Management (CRM)
 Conclusion and Implications
8. Conclusion
 Summary of Plum Goodness and Busy Bees
 Key Takeaways and Future Outlook

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Business Sector Chosen: Skincare segment (cosmetics and personal care )

Company Name: Plum Goodness

Plum Goodness: Pioneering Vegan Beauty in India

Plum Goodness is a leading Indian beauty brand established in 2013. They have carved a
unique space in the market by offering a complete range of 100% vegan and cruelty-free
beauty products. Their philosophy revolves around "goodness that delivers," meaning they
prioritize both effectiveness and clean beauty principles.

Standing out as India's first fully vegan beauty brand, Plum Goodness caters to a growing
audience of environmentally and ethically conscious consumers. Their products are free from
animal-derived ingredients and harmful chemicals like parabens, making them suitable for
sensitive skin.

While emphasizing natural ingredients, Plum Goodness understands the power of science.
They meticulously blend natural extracts with research-backed actives to ensure their
products deliver visible results. This "good science" approach allows them to create targeted
solutions for various skin, hair, and body concerns.
Plum Goodness offers a comprehensive selection of beauty products across various
categories. From cleansers and moisturizers to hair serums and body washes, they cater to a
wide range of needs. They even have a dedicated line for men's skincare and a gentle baby
care collection.

Plum Goodness believes in transparency. They clearly list all ingredients on their products,
allowing customers to make informed choices. Additionally, they have a user-friendly mobile
app for convenient shopping and product information access.

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By combining vegan principles with effective formulations, Plum Goodness has become a
leading force in India's clean beauty movement.

Key activities
 Product Development: Formulating effective and innovative vegan beauty
products with natural ingredients.

 Content Creation: Developing engaging and educational content for social

media and website.

 Supply Chain Management: Sourcing ethical and sustainable ingredients for

production.

 Customer Service: Providing responsive and helpful customer support

through various channels.
Value proposition

 100% Vegan and Cruelty-Free: First fully vegan beauty brand in India, appealing to
ethical and environmentally conscious customers.
 Natural and Effective Ingredients: Combines natural extracts with scientifically
proven actives to create results-oriented formulas.
 Transparency and Trust: Clear labeling of all ingredients allows for informed choices.
 Wide Product Range: Offers a comprehensive selection across skincare, haircare,
bodycare, makeup, and baby care categories.
 User-Friendly Approach: Provides educational content and a user-friendly mobile app
for easy product discovery and purchase.

Revenue stream

 Direct Product Sales: Revenue generated through online and offline sales of Plum
Goodness products.
 Partnerships with Retailers and Marketplaces: Commission-based sales through
partnerships with retail stores and online marketplaces.

Channels

 Direct-to-Consumer Website: Primary sales channel with detailed product information

and secure online transactions.
 E-commerce Marketplaces: Partners with established platforms like Nykaa, Flipkart,
and Amazon for wider reach.

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  Retail Partnerships: Selective partnerships with brick-and-mortar stores like Shoppers
Stop for physical product experience.
 Social Media Marketing: Engages with customers through informative and interactive
content on platforms like Instagram and Facebook.
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Customer Segment

 Millennials and Gen Z (18-40 years old): Tech-savvy and environmentally conscious
consumers interested in natural and vegan beauty products.
 People with sensitive skin: Plum Goodness caters to those seeking gentle, cruelty-free
products suitable for their needs.
 Value-conscious consumers: Offers high-quality products at competitive prices
compared to traditional brands.

Key Resources

 Research and Development Team: Expertise in natural ingredients and formulation

science.
 Strong Online Platform: User-friendly website and mobile app for efficient sales and
customer interaction.
 Ethical Supplier Network: Ensures high-quality, sustainable, and cruelty-free
ingredients.
 Brand Recognition: Growing reputation as a leader in the Indian vegan and clean
beauty market.

Customer Relationship

 Engaging Social Media Presence: Provides customer support, product

recommendations, and responds to feedback.
 Blog and Educational Content: Offers valuable information about ingredients,
routines, and clean beauty practices.
 Mobile App: Allows for easy product discovery, loyalty programs, and personalized
recommendations.

BUSINESS IDEA
INTRODUCING BUSY BEES - Sustainable Skincare with a Buzz

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BUSY BEES is a new skincare brand that utilizes the natural goodness of honey, beeswax,
and propolis, alongside other locally sourced ingredients, to create effective and sustainable
skincare products.

Market Analysis
 Environmental Trend: Consumers are increasingly interested in sustainable and
natural products. Honey production can be sustainable if managed properly, and
beeswax is a byproduct that can be used to minimize waste.
 Inflation: Honeybee Haven can target cost-conscious consumers by offering effective
products made with high-quality, natural ingredients at competitive prices. Honey
itself is a relatively affordable ingredient compared to some synthetic alternatives.
Product Line:
 2-in-1 Micellar Cleansing Water & Makeup Remover (cleanses and tones)
 Hydrating Serum with SPF (moisturizes and protects)
 Night Repair Concentrate (targets wrinkles and hyperpigmentation)
 Exfoliating Mask Pods (single-use, biodegradable masks)
Ideation Tools
 Strengths: Natural ingredients, sustainable practices, potential for local sourcing,
affordability.
 Weaknesses: May have a shorter shelf life than some commercial products, need for
consumer education on honeybee benefits.
 Opportunities: Partner with local beekeepers, offer educational resources about
honeybees and sustainability, cater to the growing natural skincare market.
 Threats: Competition from established brands, fluctuations in honey prices.
Value Proposition Canvas:
 Customer Jobs: Nourish and protect skin, improve overall skin health, feel good about
using sustainable products.
 Pains: Sensitive skin reactions to harsh chemicals, difficulty finding affordable natural
skincare, environmental concerns about traditional beauty products.
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  Gains: Glowing, healthy skin, reduced irritation, supporting sustainable practices.
 Products & Services: Honey-based cleansers, moisturizers, serums, masks, lip balms,
all made with natural and locally sourced ingredients whenever possible.
Sustainability:
Develop refillable or biodegradable packaging made from recycled materials.
Offer water-efficient formulas.
Partner with local beekeepers who use sustainable practices.
Offer refillable containers for loyal customers.
Educate consumers about the importance of bees and the benefits of sustainable honey
production.
Brand Identity:
 Sustainable Ethos: Highlight the environmental benefits of local sourcing and
minimal packaging.
 Honeycomb Design: Use a honeycomb motif in branding to connect with the natural
ingredient.
 Transparency: Showcase the beekeeping partners and honey production process.
By focusing on local ingredients, sustainable practices, and cost-conscious solutions,
Honeybee Haven offers a unique value proposition for eco-conscious customers on a budget.
Inflation Buster:
 Direct-to-Consumer Model: Sell online and avoid retail markups, offering competitive
pricing.
 Concentrated Formulas: Develop products with a higher honey content, requiring less
per application.
 DIY Refills: Offer refill pouches to extend the life of existing packaging and reduce
overall cost for customers.

BUSY BEES: Business Model Canvas

Customer Segments:
 Price-conscious consumers seeking natural skincare solutions.
 Individuals interested in sustainable and ethical beauty products.
Value Propositions:
 Natural Ingredients: High-quality, local honey as a key ingredient
 Sustainable Practices: Commitment to eco-friendly sourcing and packaging

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  Affordability: Competitive pricing through direct-to-consumer model
 Multipurpose Products: Reduce product clutter and consumption.
Channels:
 Online store (direct-to-consumer)
 Collaborations with eco-conscious retailers (optional)
 Social media marketing (Instagram, Facebook)
 Customer Relationships:
 Engaging social media presence
 Educational content on honeybee health and skincare benefits
 Loyalty program for repeat customers (optional)
Revenue Streams:
 Online sales of Honeybee Haven products
 Refill pouches for existing packaging
Key Resources:
 Partnerships with local beekeepers
 Sustainable packaging suppliers
 Online platform and marketing tools
Key Activities:
 Product development using natural ingredients
 Sourcing honey and other materials ethically
 Managing online store and customer interactions
 Content creation and social media marketing
Key Partnerships:
 Local beekeeping operations
 Sustainable packaging manufacturers
 Influencers in the natural beauty space (optional)
Cost Structure:
 Ingredient procurement (honey, natural oils)
 Sustainable packaging materials
 Online store maintenance and marketing costs
 Shipping and fulfillment
Unfair Advantage:

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  Unique combination of natural ingredients, sustainability, and affordability
 Strong brand identity built on environmental responsibility
 Direct-to-consumer model allows for competitive pricing
COMPARISON OF PLUM’s BUSINESS MODEL CANVAS WITH BUSY BEES
Plum Goodness is a cruelty-free skincare, makeup, haircare, and bodycare brand where the
products are made with formulations that are all about 'good science' that pairs natural
ingredients with science-backed actives for goodness that truly does deliver.
Customer Segments:
Busy Bees: Price-conscious consumers seeking natural skincare solutions, individuals
interested in sustainable beauty products.
Plum Goodness: Broad audience interested in natural and science-backed skincare, makeup,
haircare, and bodycare products.
Value Propositions:
Busy Bees:
 Natural Ingredients: Local honey as a key ingredient.
 Sustainable Practices: Commitment to eco-friendly sourcing and packaging.
 Affordability: Competitive pricing through direct-to-consumer model.
 Multipurpose Products: Reduce product clutter and consumption.
Plum Goodness:
 Natural & Science-Backed Ingredients: Combines natural extracts with scientifically
proven actives.
 Diverse Product Range: Offers skincare, makeup, haircare, and bodycare products.
 Brand Trust: Established brand with a loyal customer base.
Channels:
Busy Bees: Online store (direct-to-consumer), optional collaborations with eco-conscious
retailers.
Plum Goodness: Online store, physical stores, partnerships with other beauty retailers.
Customer Relationships:
Busy Bees: Engaging social media presence, educational content on honeybee health and
skincare benefits, optional loyalty program.
Plum Goodness: Social media presence, customer service support, loyalty program, potential
beauty consultations.
Revenue Streams:

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Busy Bees: Online sales of Honeybee Haven products, optional refill pouches.
Plum Goodness: Online and offline sales of a wider range of products.
Key Resources:
Busy Bees: Partnerships with local beekeepers, sustainable packaging suppliers, online
platform and marketing tools.
Plum Goodness: Manufacturing facilities, procurement of diverse ingredients, wider range of
distribution channels.
Key Activities:
Busy Bees: Product development using natural ingredients, sourcing honey and other
materials ethically, managing online store and customer interactions, content creation and
social media marketing.
Plum Goodness: Product development across various categories, ingredient sourcing,
manufacturing, managing online and offline stores, customer service, marketing across
various channels.
Key Partnerships:
Busy Bees: Local beekeeping operations, sustainable packaging manufacturers, optional
influencers in the natural beauty space.
Plum Goodness: Potential partnerships with ingredient suppliers, retailers, and beauty
influencers.
Cost Structure:
Busy Bees: Ingredient procurement (honey, natural oils), sustainable packaging materials,
online store maintenance and marketing costs, shipping and fulfillment.
Plum Goodness: Ingredient procurement (wider range of ingredients), manufacturing costs,
packaging materials, online and offline store maintenance, marketing costs, customer service,
employee salaries.
Unfair Advantage:
Busy Bees: Unique combination of local honey, sustainability, and affordability.
Plum Goodness: Established brand with a broader product range and established distribution
channels.
Overall:
Busy Bees: Targets a specific customer segment with a focus on affordability, sustainability,
and natural ingredients (honey). Operates primarily online with a lean cost structure.
Plum Goodness: Caters to a broader audience with a wider range of natural and science-
backed products across multiple categories. Utilizes both online and offline channels.
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Who has a better business model canvas?
Both companies have strong points. Busy Bees has a unique and potentially disruptive value
proposition with its focus on local honey and sustainability. Plum Goodness benefits from
brand recognition and a wider product range. The "better" model depends on market
execution and future growth strategies.
CONCEPTS AND THEORIES OF MANAGEMENT
Market Analysis and Customer Focus (Marketing):
 Understanding Customer Needs: Honeybee Haven identifies a target customer who
prioritizes affordability and natural ingredients in skincare. This aligns with market
research to cater to growing consumer trends.
Sustainable Practices (Operations Management):
 Supply Chain Management: Partnering with local beekeepers ensures ethical sourcing
and reduces the honey's carbon footprint. This demonstrates a focus on sustainable
practices throughout the supply chain.
Direct-to-Consumer Model (Marketing & Business Strategy):
 Cost Reduction: Eliminating retail markups through a direct-to-consumer model
allows Honeybee Haven to offer competitive pricing. This strategy aligns with
understanding cost structures and offering value to customers.
Multipurpose Products (Product Development):
 Resource Optimization: Developing products with multiple uses reduces overall
consumption and packaging needs. This demonstrates an understanding of resource
optimization and efficient product design.
Social Media Marketing (Marketing):
 Building Brand Awareness & Relationships: Utilizing social media platforms like
Instagram and Facebook allows Honeybee Haven to connect directly with customers,
build brand awareness, and foster relationships. This aligns with relationship
marketing principles.
Transparency & Educational Content (Marketing & Public Relations):
 Building Trust: Providing educational content about honeybee health and skincare
benefits showcases transparency and builds trust with customers. This aligns with
principles of public relations and building brand reputation.
Continuous Improvement:

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  Adapting to Market Trends: The business model is adaptable. New product lines or
collaborations with influencers can be explored based on market trends and customer
feedback. This demonstrates an understanding of the importance of continuous
improvement and adapting to changing environments.
By implementing these management concepts and theories, BUSY BEES positions itself for
success in the competitive skincare market. They cater to a specific customer need, prioritize
sustainability, offer competitive pricing, and build brand loyalty through transparency and
education. This blend of strategies is crucial for any new business venture.
POTENTIAL BUSINESS PROBLEMS FOR BUSY BEES AND HOW TO ADDRESS
THEM
Here's how BUSY BEES can leverage domain-specific concepts and techniques to address
potential business problems:
Problem 1: Scaling Honey Sourcing
Concept: Apiary Management Software
Solution: Busy Bees can implement beekeeping management software to streamline
operations with their local partners. This software can track hive health, honey production,
and apiary locations, allowing for:
 Improved Forecasting: Predicting honey yields to ensure a steady supply and avoid
stockouts.
 Data-Driven Decisions: Optimizing hive placement and resource allocation for
increased honey production.
 Traceability: Providing transparency to customers about the origin of their honey.
Problem 2: Educating Customers on Natural Skincare Benefits
Concept: Content Marketing & Influencer Outreach
Solution: Busy Bees can leverage content marketing strategies to educate potential customers
about the benefits of natural skincare and the power of honey as an ingredient. This can
involve:
 Blog Posts & Articles: Creating informative content on topics like honey's
antibacterial properties, skin hydration, and sustainable skincare practices.
 Social Media Engagement: Utilizing platforms like Instagram to share educational
posts with engaging visuals and collaborate with micro-influencers in the natural
beauty space to reach a wider audience.
Problem 3: Competition from Established Beauty Brands

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Concept: Customer Relationship Management (CRM) & Loyalty Programs
Solution: Busy Bees can implement a CRM system to track customer interactions and
preferences. This allows for:
 Targeted Marketing: Developing personalized email campaigns and promotions based
on purchase history and interests.
 Loyalty Programs: Rewarding repeat customers with exclusive discounts or early
access to new products, fostering brand loyalty and increasing customer lifetime
value.
Problem 4: Maintaining Profitability with Fluctuating Raw Material Costs
Concept: Inventory Management & Cost Analysis
Solution: Busy Bees can employ data-driven inventory management techniques to optimize
stock levels and minimize waste. This can involve:
 Forecasting Demand: Utilizing sales data to predict future demand and adjust
inventory levels accordingly.
 Negotiating Bulk Purchases: Negotiating bulk purchase agreements with local
beekeepers when honey prices are favorable to secure a steady supply at a lower cost.
By utilizing these domain-specific concepts and techniques, BUSY BEES can address
potential business challenges, improve operational efficiency, and build a strong customer
base in the natural skincare market.
EXAMINING BUSINESS DECISIONS WITH A CROSS FUNCTIONAL LENS
Scenario: BUSY BEES is considering launching a new product line: a honey-infused lip
balm. Let's analyze this decision through a cross-functional lens, considering the impact on
different departments:
Marketing:
 Market Research: Collaborate with product development to ensure the lip balm caters
to a specific customer need (e.g., hydration, sun protection).
 Brand Consistency: Packaging and messaging should align with Honeybee Haven's
existing brand identity (natural, sustainable).
 Content Strategy: Create social media posts, blog articles, and influencer partnerships
to promote the new lip balm.
Product Development:
 Ingredient Sourcing: Work with Operations to source high-quality, ethically sourced
beeswax and other natural ingredients.

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  Formula Development: Balance the effectiveness of the lip balm with the use of local
honey and other natural ingredients.
 Packaging Design: Develop sustainable and user-friendly packaging that aligns with
the marketing strategy.
Operations:
 Supply Chain Management: Ensure a reliable supply of beeswax and other ingredients
to meet production demands.
 Production Planning: Work with marketing to forecast demand and schedule
production accordingly.
 Inventory Management: Maintain optimal stock levels to avoid overstocking or
stockouts.
 Cost Analysis: Calculate the cost of production, packaging, and marketing to
determine the appropriate pricing strategy.
 Profitability Analysis: Evaluate the potential profit margin of the new lip balm and
ensure it aligns with BUSY BEES's financial goals.
Customer Service:
 Training: Ensure customer service representatives are knowledgeable about the lip
balm's ingredients and benefits.
 Returns & Exchanges: Develop a clear policy for returns and exchanges of the new
product.
 Customer Feedback: Gather customer feedback on the lip balm and use it to improve
future iterations.
Benefits of a Cross-Functional Approach:
Improved Decision Making: By considering all functional areas, Busy Bees can make more
informed decisions about the new lip balm launch.
Reduced Risks: Early collaboration helps identify potential challenges and develop solutions
to mitigate risks.
Increased Efficiency: Cross-functional communication streamlines the product launch
process and avoids duplication of efforts.
Stronger Brand Identity: A cohesive approach ensures all aspects of the product launch, from
concept to customer service, reinforce BUSY BEES brand values.
COMPARING BUSY BEES’s FRAMEWORK TO THEORETICAL FRAMEWORKS

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Busy Bees’ commitment to sustainability and affordability aligns well with several
theoretical frameworks in organizational management. Here's a breakdown of some key
comparisons:
Framework: The Natural Advantage of Nations by Michael Porter
Concept: Competitive advantage through local resources and expertise.
Busy Bees Connection: Sourcing honey from local beekeepers leverages a unique regional
Framework: Lean Manufacturing
Concept: Eliminating waste and maximizing value in the production process.
Busy Bees Connection: Busy Bees focus on multipurpose products and sustainable
packaging aligns with lean principles by minimizing resource consumption and waste.
Framework: Customer Relationship Management (CRM)
Concept: Building strong customer relationships and loyalty.
Busy Bees Connection: Busy Bees can utilize CRM tools to understand customer
preferences, personalize communication, and potentially offer loyalty programs, fostering
stronger customer relationships.

CONCLUSION
Busy Bees is a promising new business concept with a focus on natural skincare products
formulated with local honey. This focus on affordability, sustainability, and natural
ingredients caters to a growing segment of the market.
By analysing the business environment and keeping inflation and sustainability in mind, Busy
Bees has developed a strong business model canvas. They leverage direct-to-consumer sales,
multipurpose products, and eco-friendly practices to offer competitive pricing.
The success of Busy Bees relies on understanding and utilizing various management
concepts. From market analysis to customer relationship management, Busy Bees can
leverage these tools to navigate the competitive landscape.

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